EXECUTIVE SUMMARY

The fountain of all life. Even a toddler will tell you it is a prime need of the body. Sixty per cent of our body weight is made up of it. Water can also be the cause of much misery. Especially in India, where contaminated water continues to bring down millions with diseases such as diarrhea, dysentery, typhoid, jaundice and gastro-enteritis. Getting pure drinking water from municipal taps in cities and towns is now a luxury. At home most people are forced to either boil water or install purifiers. While traveling or eating out in restaurants, buying bottled water has become a necessity. This need has seen an explosion of companies marketing safe drinking water in bottles across the country. Now around 100 companies sell an estimated 424 million liters of bottled water valued at around Rs. 200 crore in the country annually. The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking water started in 1950s. The trend of having mineral water gained grounds in the market. Since ancient time people have used water from mineral springs, especially hot springs, for bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments. Depending on the temperature of the water, the location, the altitude, and the climate at the spring, it can be used to cure different ailments. This started the trend of using mineral water for drinking purpose to exploit the therapeutic value of the water. This trend started gaining momentum in mid 1970s and since then large quantities of bottled water from mineral springs in France and other European The concept of bottled has been quite prevalent in western countries due to greater health consciousness and higher awareness about health and hygiene countries are exported every year. In INDIA with exposure of media and exposure to international life styles, deteriorating levels of potable water, increase in a number of water borne cases, increase in awareness about health and hygiene and other related factors led to acceptability of concept of mineral water. The market has not looked back ever since then and has grown leaps and bounds to such an extent that a number of genuine as well as fly-by -night operators have entered it to milk it.

INTRODUCTION OF COMPANY
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was introduced, things started to change, and sales increased rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thums Up, Limca and Gold Spot. Recognising the potential of the packaged drinking water market, he then went on to concentrate on making Bisleri a top selling brand in India.Marketing and Brands Blog Bisleri a brand name synonymous to mineral water in India. It has approximately 60% market share in packaged drinking water in country. Brand is owned by Parle Company, which bought over Bisleri in 1969 from Italian company. Initially, Bisleri faced the problems of acceptance from consumers. It was difficult to advertise for a company something as a bottled water, which is colourless, tasteless and odourless. In mid eighties company changed its packaging to PET bottles which shows transparency and clear water to consumers. This gave mineral water market a boost. In India, water is scarce and quality is poor so initially the consumers were only foreigners and NRIs. Therefore, to increase its customers base, company came up with comfortable and affordable price bottle which was a great success and showed 400% growth. India bottled water market is appox is worth Rs 1,000-1,200 crore (Rs 10-12billion). Seeing this growth over the years, many new players have entered the market. Amongst them Kinely from Coke, Aquafine from Pepsi, kingfisher and now Himalayan from Tata are main players of industry. There are many ups and down in last couple of years but brand recall of Bisleri is amazing which helped company. In order to differentiate form other players company tries to come up with different and new campaigns on regular intervals In case of food and water, whenever people are suspicious of the quality of product they dont eat unhygienic food and instead of having non purified water they prefer to stay thirsty. Bisleri itself seems to play on this need for safety, coining the popular tag-line Play it safe. The advertising helped differentiate the product from its competitors who, more or less, communicated nothing. Bisleris seal was also breakaway (hence irreplaceable), even though this manufacturing process of sealing seems to be slow and could clog up the assembly line.

Somewhere along the now that space was occupied by Aquafina and Kinley. The safe breakaway seal was replaced by a regular seal, but the change wasnt communicated and more variants (packaging) emerged. Some of these variants were sold simultaneously. They were manufactured in different parts of Delhi, and one had the website www.bisleri.com printed on it, while the other had www.bisleri.co.in printed. So, the mistake was a complete lack of communication on Bisleris part. Now they have a new product out - a mineral water brand (as opposed to a packaged drinking water brand), and they are advertising it. Still, there are three types of Bisleri bottles in the market in Delhi right now. Now again Bisleri changed its packaging and came up with a new bottle. It has been general feeling that Kinleys new packaging is more acceptable by the people as it is easy to grip it. In a packaged water market, where the product is not so differentiated, the company has to constantly innovate new branding techniques, distribution channels, advertising and in fact new packaging techniques. According to the Bureau of India [ Images ]n Standards there are 1,200 bottled water factories all over India (of which 600 are in one state -- Tamil Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy taglines.... In such a scenario, The Strategist takes a look at how it all started -- with Bisleri -and how Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prerna Raturi. For over 30 years, BISLERI has been the pioneer in the bottled water industry with its innovations and an eye for perfection. And ever since it was established in 1969, BISLERI has constantly searched for inspiration in nature. Water is the most important necessity for life. The drinking-water needs for individuals vary depending on the climate, physical activity and the body culture. But for average consumers it is estimated to be about two to four litres per day. The growing number of cases of water borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of pure and safe water etc. has made the bottled water business just like other consumer items. Scarcity of potable and wholesome water at railway stations, tourists spots, and role of tourism corp. etc. has also added to the growth. Almost all the major international and national brands water bottles are available in Indian market right from the malls to railway stations, bus stations, grocery stores and even at panwala's shop. Before few years bottle water. Was considered as the rich people's choice, but now it is penetrated even in rural areas. The growth and status of Indian Bottled Industry in comparison with Western or Asian market, India is far behind in terms of quantum, infrastructure, professionalism and standards implementation. The per capita consumption of mineral water in India is a mere 0.5-liter compared to 111 litres in Europe and 45-liter in USA. Also As per UN study conducted in 122 countries, in connection with water quality,

India's number was dismal 120. In comparison to global standards India's bottled water segment is largely unregulated. Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17, 2010 to be aware of water conservation techniques to avoid grave water crisis in future."It is so sad that today, people are forced to buy water in plastic bottles. I am told that bottled water industry is worth nearly 10000 crore rupees and even big companies like the Coke and Pepsi are involved in this bottling of water and making money. So, it is imperative that we ought to save water," he added. Do not be surprise if today's bottles water industry becomes next Oil industry by 2025. In India, water is scarce and quality is poor so initially the consumers were only foreigners and NRIs. Therefore, to increase its customers base, company came up with comfortable and affordable price bottle which was a great success and showed 400% growth. In case of food and water, whenever people are suspicious of the quality of product they dont eat unhygienic food and instead of having non purified water they prefer to stay thirsty. Bisleri itself seems to play on this need for safety, coining the popular tag-line Play it safe. The advertising helped differentiate the product from its competitors who, more or less, communicated nothing. Bisleris seal was also breakaway (hence irreplaceable), even though this manufacturing process of sealing seems to be slow and could clog up the assembly line. Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bu Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. Bisleri mineral water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential for healthy living. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times.

OBJECTIVE OF THE STUDY

The objective of the study was to find out the consumer preference, availability of the products, competitors activity, consumption pattern channel behavior of various SKUs and the market share of Bisleri and Its competitors. The major emphasis was given on: 1. To make a detailed study of packaged drinking water in terms of its existing market size, future market potential, major geographical markets and important customer segment. 2. To analyze the major competitors in this product, their respective product attributes, brand positioning and market strategies. 3. To study each of the major customer segment viz. institutions such as hotels, restaurants etc.), retail outlets and the final consumers. 4. To study the market share of packaged drinking water in: Retail market Institutions (Hotels) Consumers.

5. To determine the brand awareness and brand preference of the different segment and to analyze the various segment preference for the packaging medium, bottle size and price of packaged drinking water.

HISTORY OF BISLERI IN INDIA

Mineral bottled water in India under the name 'Bisleri' was first introduced in Mumbai by Bisleri Ltd., a company of Italian origin in 1965. Mineral bottled water were in glass bottles in two varieties - bubbly and still in 1965 This company was started by Signor Felice who first brought the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. In 1969 and started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC nonreturnable bottles and finally advanced to PET containers. Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prerna Raturi. Can I be honest? When we bought Bisleri mineral water from the Italian company, Felice Bisleri, in 1969 -- the company had been unable to market bottled water and wanted to exit the market -- we too did not see any potential for the product at that time. Ramesh Chauhan

As a soft drinks company, we had Thums Up, Gold Spot and Limca (cola, orange drink and lemonade) but no soft drink company was complete without a soda. So we merely used the name and launched Bisleri soda with two variants -- carbonated and non-carbonated mineral water. But three decades ago, what could we say about a category that had no market? We didn't know our target group. Then, since bottled water is colourless, tasteless and odourless, it was not an easy product to advertise.Thus, the earlier brand building efforts focused on Bisleri being healthy with adequate minerals. The Italian name added a dash of class to it. The first print ad campaign captured the international essence and showed a butler

with a bow tie, holding two bottles of Bisleri.The punch line was, "Bisleri is very very extraordinary". The campaign was successful and we were being noticed as someone who

catered to the need for safe, healthy drinking water. However, the real boost to mineral water came in the early-to-mid-1980s when we switched to PVC packaging and later to PET bottles. The PET packaging did not just ensure better transparency -- we could now show sparkling clear water to the consumers. It also meant better life for the water.Since 1995 Mr.Ramesh J.Chauhan has started expanding Bisleri operations substantially and the turnover has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period.. Bisleri command a 60% market share of the organized market. 1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs 400 crore. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 1998: Introduces a tamper-proof and tamper-evident seal. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi [ Images ] since some of the bottles did not carry ISI label; the licence is restored one-and-a-half months later. 2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.

ACHIEVEMENTS OF BISLERI

Bisleri has become a generic brand in bottle water segment & complies with both WHO and IS standard of quality.

Bisleri has received the IS certified for its production also.

Bisleri has 17 manufacturing plants situated in India & Nepal.

Bisleri plant in Delhi is the largest in Asia as compare to other mineral water plants.

Bisleri has the largest market share and is market leader.

Besides the above mentioned major achievements, Bisleri has always maintained leadership position in the market. The company has been expanding continuously through the past few years at rate of 200%.

BISLERI PRODUCTS

Bisleri water is available in a range of sizes viz 500 ml bottle, 1 litre bottle, 1.2litre bottle, 2 litre bottle, 5 litre jar, 20litre jar and 50 litre jars. 500ml bottles to 2 litre bottles have been segmented for individual consumer and nearly 80% of the manufactured bottles consumed during the transit sphere such as in and near Bus stations, Railway Stations and Air ports. People prefer to carry the purified mineral water along with them as they least prefer the water at locales. Whereas 5litre jar, 20 litre jars and 50 litre jars are segmented for industrial clientele where purified water is required in bulk quantities. Also found in marriage, parties halls, restaurants and hotels, serving in the hexagonal 20 litre shaped jars with easy to carry lifter gives a significant impact of branded loyalty.

PRODUCTS AND SERVICES

1. 1ltr mineral water:-

1ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of

Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. 2. 1.5ltr mineral water:1.5ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. 3. 2ltr mineral water:2ltr Mineral Water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.
4. 20ltr Mineral Water:-

20ltr Mineral Water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.
5. 250 Ml Mineral Water:-

250 ml Mineral Water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.

6. 5ltr Mineral Water:-

5ltr Mineral Water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties bubbly & still in 1965 by Bisleri Ltd., a company of

Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.

7. 500 Ml Mineral Water:-

500 ml Mineral Water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.
8. Vedica Natural Mountain Water:-

Vedica Natural Mountain Water comes to you in all its untouched purity, right from its source. Gushing from an aquifer with intense pressure, the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level, powerfully and consistently. The underground geological origin guarantees that there is no external Contamination, since the mouth of the water source is covered from rocks on all sides. Besides, being naturally fortified with silica, the spring is naturally free form any Microbial infection or pollution. Vedica Natural Mountain Water is also low on sodium, making it the perfect choice for the health conscious. It has a high proportion of sulphates, which work as natural detoxifying agents. And its clear, sweet taste proves that it is free of calcium carbonate and magnesium carbonate salts, which give some mineral waters a chalky taste. Scientifically put, the Total Dissolved Solids in Vedica Natural Mountain Water is225mg/ltr. It is also high in sulphates, the natural detoxifying agents. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste of purity. Vedica Natural Mountain Water is available in 500 ml and 1 litre bottles

COMPANY PROFILE

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottle water in India. Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC nonreturnable bottles & finally advanced to PET containers. . Parle's taking charge of Bisleri did not make a dramatic difference to the brand's fortunes immediately. While it did gain in terms of visibility and reach (piggybacking on Parle's existing distribution network), efforts to expand the bottled water market were not exactly painstaking. Parle at that particular time was interested in making soda water and not mineral water. There were just minor initiatives on part of the company for making mineral water, as it was not considered to be a very profitable business at that time as people still considered boiling water to be a safer and better than mineral water. Moreover they were not ready to pay for a commodity like water, which was so abundantly available. In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly made a difference in the sales. The buyers, then, were mainly the upper class - the trendy people. In 1993, Coca-Cola bought Parles soft drink brands- Thumps-up, limca etc. While Coca-Cola actually bought over Parle's beverages, it agreed to a settlement that allowed the multinational to bottle and distribute Bisleri soda for a time frame of five years. The charge of Bisleri water, however, remained with Parle. The upsurge in the sales of Bisleri started from this point as Parle sold off its stable of brands to Coca-Cola. This was the time when it started concentrating on making Bisleri a success in the domestic mineral water market. The reason why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative business of mineral water in Bisleri's equity. Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the entire span of India. In our future ventures we look to put up four more plants in 06-07. We command a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Bisleri. We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in our effort to bring to you something refreshingly new.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is put through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants. In our endeavour to maintain

strict quality controls each unit purchases performs & caps only from approved vendors. We produce our own bottles in-house. We have recently procured the latest world class state of the art machineries that puts us at par with International standards. This has not only helped us improve packaging quality but has also reduced raw material wastage & doubled production capacity. You can be rest assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is free of impurities & 100% safe. Enjoy the Sweet taste of Purity.

How Parle Bisleri began.. June 10, 2005 According to the Bureau of Indian Standards there are 1,200 bottled water factories all over India (of which 600 are in one state -- Tamil Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy taglines.... In such a scenario, The Strategist takes a look at how it all started -- with Bisleri -- and how Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prerna Raturi: Can I be honest? When we bought Bisleri mineral water from the Italian company, Felice Bisleri, in 1969 -- the company had been unable to market bottled water and wanted to exit the market -- we too did not see any potential for the product at that time. As a soft drinks company, we had Thums Up, Gold Spot and Limca (cola, orange drink and lemonade) but no soft drink company was complete without a soda. So we merely used the name and launched Bisleri soda with two variants -- carbonated and non-carbonated mineral water. But three decades ago, what could we say about a category that had no market? We didn't know our target group. Then, since bottled water is colourless, tasteless and odourless, it was not an easy product to advertise. Thus, the earlier brand building efforts focused on Bisleri being healthy with adequate minerals. The Italian name added a dash of class to it. The first print ad campaign captured the international essence and showed a butler with a bow tie, holding two bottles of Bisleri. The punchline was, "Bisleri is veri veri extraordinari" (the spelling of the punchline was designed to capture the consumer's attention). The campaign was successful and we were being noticed as someone who catered to the need for safe, healthy drinking water. However, the real boost to mineral water came in the early-to-mid-1980s when we switched to PVC packaging and later to PET bottles. The PET packaging did not just ensure better transparency -- we could now show sparkling clear water to the consumers. It also meant better life for the water. Meanwhile, Bisleri soda was doing well but we had to discontinue production as we sold our soft drink brands to Coca-Cola in 1993. But my interest was in building brands and not in bottling soft drinks. That's when I started to concentrate on developing the Bisleri water brand.

There was a clear opportunity of building a market for bottled water. The quality of water available in the country was bad. It was similar to what Europe faced before World War II. The quality of water in Europe was extremely poor, which created the bottled water industry there. In India, too, not only was water scarce, whatever was available was of bad quality. Initially, though bottled water was something only foreigners and non-resident Indians consumed, we still had to increase the distribution, which meant the dealer margins reduced. And because of limited sales, the dealer margin had to be kept high to compensate low sales. Now we had to push sales.But to reach out to the masses, we had to make the category more affordable. The introduction of a comfortable-to-carry 500-ml bottle for just Rs 5 in 1995 not only answered that need, but also meant doing away with carrying the excess water or throwing it away if you were to buy a one-litre bottle. The idea was a success and gave the company a growth of 400 per cent. We also introduced the 1.2 litre bottle in 2000, which was aimed at those who share their water. This also gave us the advantage of higher margins that a crate (12 bottles) generated. With other brands joining the fray, things were hotting up -- the bottled-water market was estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. Bisleri had captured 40 per cent of the market. We realised it was time to move to the next level -the bulk segment. Several commercial establishments had no access to piped water. We tapped into this segment by introducing the 12-litre container, followed by the 20-litre can. The bulk segment also helped bring down the price per litre from Rs 10-12 a litre to about Rs 3 a litre. At present, the bulk segment constitutes 60 to 70 per cent of our sales and we intend to increase it to 80 per cent in the next two years. With water scarcity in several cities, even households are demanding bottled water now. The home pack was made more user-friendly by introducing pouring spouts and jars with dispensers. At the same time, we were constantly looking for new ways to tap the market. We noticed that during wedding receptions, the older guests (above 50 years of age) generally stayed away from ice cream, soft drinks and so on. Hence, we introduced free sampling of Bisleri at the tables where the elderly guests would sit. Soon customers were ordering bottled water on special occasions. Currently, the consumption of bottled water is far in excess of soft drinks on such occasions. The other major challenge was distribution. I still have the mindset of a soft drink seller. Soft drink sales are in glass bottles and the distribution model is built around picking up empty bottles and getting them back to the factory. The number of outlets where Bisleri is available has increased from 50,000 in 1995 to 2,00,000 at present. But that is not enough -- we need to keep looking for different avenues. Take stationery shops and chemists, for instance. They don't keep soft drinks but sell Bisleri. That is the kind of exclusivity we look for to get ahead of the distribution network that soft drink companies talk of. The journey till now

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs 400 crore. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 1998: Introduces a tamper-proof and tamper-evident seal. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did not carry ISI label; the licence is restored one-and-a-half months later. 2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show sKinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.

FEUTURE PLAN
Bisleri was the first to market bottled water in a totally virgin market and naturally people associate the brand with bottled water. Now Bisleri is perhaps already ten steps ahead of its local competitors and endeavor to widen its gap in the months to come. The brand positioning of Bisleri stresses on pure, clean and safe drinking water. Sales have grown by

140% in the year 2000 in the coming year, Bisleri hopes to boost its sales by more than 400%. Bisleri expects 75% of its volume to come from bulk parts of 5 lt. and 20 lt. (Currently it amounts to be less than 35%). The latter is to be targeted at homes and the former at offices. Some of the future plans to be at the top-spot that Bisleri commands in the Indian market are:

New packaging in bottles and 20 lt. jar.

Increase the distribution network with an investment of over 200 crores. Strengthen the presence in traditionally weak areas by setting up 12 new bottling

facilities at a cost of 150 crores.

Target to achieve Rs.1000 crore and a fleet of 2500 trucks.

Marketing Mix

According to Philip kotler marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the targeted market In simple words marketing mix is the combination of four basic elements / ingredients under one head. The 4Ps ie Product, Place, Price, and Promotion.

PRODUCT

Types of products

BISLERI values their customers & therefore have developed 8 unique pack sizes to suit the need of every individual. They presently have 250ml cups, 250ml bottles, 500ml, 1L, 1.5L and 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Products Produced by BISLERI.

BISLERI with added Minerals BISLERI Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times.

Bisleri Mountain Water

BISLERI Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', BISLERI Natural Mountain Water resonates with the energy and vibrancy capable of

taking you back to nature. BISLERI Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres. Himalayan Water The water that almost descends from the Gods:

The Himalayas, the abode of the Gods, where the earth meets the heavens and where in lies nature's untouched bounty. White glaciers, snow-capped mountains and a plethora of exotic herbs and other flora that have therapeutic properties. This is where you'll find a treasure trove of hidden natural spring water that flows through natural purifying filters, mineral rich rocks and herbs from which it absorbs many healing properties. We bottle this pristine spring water directly at source, at the foothills of the Himalayas. And now the customers, will get every drop of purity, right here, in this bottle. BISLERI Mountain Water is available in 500ml. bottles & 1 litre bottles.

Quality
In endeavor to maintain strict quality controls each unit purchases pre-forms & caps only from approved vendors. BISLERI produces its own bottles in-house; they have recently

procured the latest world class state of the art machineries that put them at par with International standards. This has not only helped BISLERI improve its packaging quality but has also reduced raw material wastage & doubled production capacity. You can be rest assured that you are drinking safe & pure water when you consume BISLERI. BISLERI is free of impurities & 100% safe. Enjoy the Sweet taste of Purity! Rigorous Research and Development and stringent quality controls have made BISLERI market leaders in the bottled water segment. BISLERI has always been committed to offering every Indian pure and clean drinking water. Hence BISLERI water is put through multiple stages of purification, Ozonisation and is hygienically packed for final consumption. The machines which are used for the blowing and filling of the bottles are also cleaned twice a month. All the tanks are also cleaned by the use of chemicals. There is an online monitoring system where the batches of bottles are shown and once the batch crosses a certain limit, an alarm is heard. Everyday almost one lakh bottles are passed through the monitoring system. Moreover, in case there is a problem regarding the batch for example, the cap seal of a particular bottle is not there or labeling is not done properly, the system records that and immediately the production is halted. This is followed as per the Bureau Standards and if any mistake occurs then the whole batch is discarded. This shows that the whole batch is replaced and stopped which indicates high quality control. Even practically every 2 days testing and sampling of the water and its bottles are done in the market and in their Quality Department to check in case anything is wrong or not. In fact there is a quality checker under the quality department for the final checking done of the water before it is entered the market. There is also a warehouse where the 20 litre bottles are kept for 48 hours to allow the ozone to settle in it. This helps in prevention of any germs or harmful chemicals and also purifies the water.

The cost of quality undoubtedly is very efficiently taken care of in BISLERI, there are times when the cost of quality increases i.e. in the rainy seasons the cost increases because

the water is purified twice than the normal seasons as sometimes the water might be dirty due to the rains, bisleri doesnt take any risks and does not compromise with their quality.

Online Monitoring System

Design Creativity:

BISLERI has a separate creative department which promotes the different sizes of the bottles. They have introduced new mountain water which is in hexagon shaped bottle and is a new up gradation done by them. This helps in attracting new customers and creates a new sensation in the market. Also 2 years ago a new soda bottle was introduced which was named as BISLERI Fizzy bringing a huge demand among customers. Moreover, the creative department has an expansion scheme which was introduced in October 2008 which was a compact and ideal gift for the customer. This includes a 20litre bottle, 2 fridge bottles, 1.5 litre bottle and a 250 ml bottle with a fridge stand .This was experimented for a month and which resulted in the lot of demand. Value Engineering is redesigning the product already existing. The redesigning of the bottle has definitely taken place in BISLERI. Earlier they had a blue coloured bottle and then to bring in a different change, BISLERI decided to redesign the bottle to green colour.

Old Bottle

New Bottle

Labeling
Labeling plays a very important role BISLERI takes good care about the labeling as it tries to create and come up with an exciting and attractive label as it will attract the customers; also labeling plays an important role as it gives a lot of information about the product ; like what are the contents of a bottle how is it made what does it consist etc. Also

labeling gives

a lot of information about the product ie the price of the product;

manufacturing date; expiry date etc.

PRICE
Price plays as very important role as it is the only P which helps in getting revenue: Firstly one can explain the factors which affect the pricing

decision ie. - Price is directly related to 1. Demand 2. Competition 3. Break-even Point. Secondly, if there is a novel product or almost no competition, one can

Go for higher price in the beginning, make good profits to face Competition and innovations at a latter date. - However if you are entering a competitive market your entry price should be low to ensure big volumes to earn reasonable profits. In the beginning BISLERI had no competition, so the price of BISLERI was high, gradually the promoters dropped the price. - Buy Huge quantity at cheap rate, after confirming demand and sell at cheap price, make them addictive, then gradually increase price) BRAND BISLERI 20 litre 5 litre 1.5 litre 1 litre 500 ml 330ml 250 ml cup 70 50 22 18 10 8 5 PACKAGINGS PRICE (in Rs.) Per bottle

Customer Delight
BISLERI is in the business to serve the customer. It deserves the best quality and presentation at a worth of the price. They have world class quality, at the lowest production & distribution cost. This makes them unbeatable leaders, and helps them in having satisfied loyal customers. BISLERI values its customers & therefore have developed 8 unique pack sizes to suit the need of every individual. At present they provide 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. For the customers bisleri has come up with a new scheme called the REDUMTION scheme designed specially for the customers. In the Redumtion scheme BISLERI provides for Rs 300 a 20lt BISLERI bottle, 2 fridge bottles, a 1.5l bottle, a 250ml bottle and a fridge stand.

PLACE
BISLERI has a specific distribution channel which they follow: Distribution Channel

RETAIL

From the manufacturing plant the bottles will come directly to the stockiest. Taking out the C&F agent from the distribution channel, so as to increase the margin to other elements in the chain.The whole MUMBAI area is been divided into 4 zones: SOUTH , WEST , CENTRAL and NORTH. The total number of stockiest would be 12. In the area of SOUTH MUMBAI there would be 2 stockists, one in the area of FORT and other in the area of MUMBAI CENTRAL. In the case of FORT it will require 5 distributors covering the area from

DADAR to C.S.T and WADALA to C.S.T. The other stockiest at MUMBAI CENTRAL will require 2 distributors to cover the area from DADAR to CHURCHGATE. In the area of west MUMBAI there would be 3 stockists in the area of ANDHERI, BORIVALI & VIRAR, Covering the area from MAHIM to DHANU road. In the area of Mahim to Andheri 5 distributor would be there, In the area of Jogeshwari to Dahisar 5 distributor would be there, in the area of DAHISAR to DAHANU road 4 distributor would be there. In the area of CENTRAL MUMBAI 4 stockists would be needed. The stockist would be in GHATKOPAR, KALYAN, AMBERNATH, and TITWALA. The stockist in the GHATKOPAR would cover the area between MATUNGA to MULUND. The stockiest in KALYAN would cover the area between THANA to KALYAN and it would require 3 distributors. The stockist in AMBERNATH would cover the area from KALYAN to KARJAT. A stockiest in TITWALA would cover the area from KALYAN to KASARA and would require 3 distributors. In the case of NORTH MUMBAI there would be 3 stockists. It would cover area of PANVEL, URAN, ALIBAUG, PENN, MAHAD, and VASHI. In the area of PANVEL stockiest 3 distributor would be needed and in the area of MAHAD stockist it would require 3 distributor and same is the case with Vashi. In the case of KHOPOLI and ALIBAUG direct water would be supplied to the distributors.

PROMOTION
Positioning : Playing Safe

Target audience Personality Punch Line

: : :

Health and hygiene conscious people Guardian, Authoritative, Reliable Play Safe

To keep your company humming with profitable work, its vital to advertise your services. Your company is going to require the maximum exposure you can afford. This constant exposure will alert potential customers who you are and where you are when they need a sign. By positioning YOUR name at their fingertips and even literally displaying it in front of their eyes, theyll call YOU for identification products and services. There are all types of promotion. They range from direct mail, word of mouth, advertising in newspapers and telephone directories to radio and T.V. spots, cold calls and telemarketing. Whatever the medium, consider the cost. Advertising will usually is an expense that remains in your budget. Bisleri follows different promotion strategies and uses different ways to promote their product like

LIST OF THE HOTELS WHILE DOING INSTITUTIONAL SURVEY

HOTELS

STATUS

BRANDS

CONSUMPTION

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

Hotel Parkview Hotel Apra International Hotel Rahul Palace Hotel Good Palace Hotel Arpit Palace Hotel Swisston Palace Hotel Nice Palace Hotel Welcome Palace Hotel Taj Princess Hotel Ganga Sagar Hotel M.S. Regency Hotel Grand Control Hotel Star Palace Hotel Golden Palace Hotel Lucky Holiday Inn Hotel Metro City Hotel Relax Palace Hotel Omni Hotel Surya Palace Hotel Clark Inn Hotel Magestic Palace Hotel Surya Shelter Hotel Eureka Crown Hotel Clark International Panickers Guest House Hotel Swarna Palace Hotel Shiva Continental Hotel Hill Palace Hotel Tribhovan Palace Hotel Ivory Palace Hotel Prince International Hotel Metropolitan Hotel Pooja Palace Hotel Mehar Castle Hotel Metro

Buyer Non buyer Non buyer Buyer Non Buyer Buyer Non buyer Non buyer Non buyer Non buyer

Only Bisleri Kinley Kingfisher Kinley,Aquafina,Bisleri

20-30 Cases 60 Cases 20 Cases 15 Cases 60-80 Cases 5-10 Cases 20-25 Cases 40-50 80-90 Cases 90 Cases

Kingfisher Only Bisleri Aquafina Kingfisher,Kinley Kingfisher Kinley Sister Concern Of Non buyer Gangasagar Buyer Bisleri,Kinley Buyer Only Bisleri Non buyer Aquafina And Kinley Non buyer Buyer Buyer Buyer Buyer Non buyer Buyer Buyer Non buyer Aquafina Only Bisleri Bisleri,Aquafina,Kinley Bisleri Only Bisleri Aquafina Only Bisleri Only Bisleri Kingfisher

15-20 Cases 5-10 Cases 30-40 Cases 30-40 Cases 15-20 Cases 20-30 Cases 15-20 cases 10-15 Cases 50-60 Cases 20-30 Cases 15-20 Cases 60 Cases 90 Cases 80 Cases 25-30 Cases

Non buyer Kinley Non buyer Non buyer Kingfisher Buyer Non Buyer Buyer Buyer Buyer Buyer Non buyer Buyer Buyer Bisleri, Kinley

Bisleri Bisleri Only Bisleri Only Bisleri Aquafina Only Bisleri Only Bisleri

20-25 45-60 60 Cases 50 Cases 30 Cases 50-60 Cases 5-10 Cases

36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66

Continental Hotel Welcome Plaza Hotel White House Hotel Kama Hotel Rupam Hotel Pawan Plaza The Suncourt Hotel Yatri Hotel Singh Palace Hotel Singh Continental Hotel Sunstar Heritage Hotel MIG Hotel De Continental Hotel Le Heritage Hotel Swati Delux Hotel Elegant Hotel Eliza Continental Hotel Lakshmi Palace Hotel Anmol Hotel Vishesh Continental Hotel Royal Palace Hotel Astoria Hotel Unique Hotel City International Hotel Good Times Hotel Metro Heights Hotel Tripti First Hotel Hotel Sobti Hotel Kafila Hotel Western Palace Hotel Jagat Inn Hotel Delta Shereton

Non buyer Kinley Non buyer Kinley,Aquafina Buyer Kingfisher,Bisleri Non buyer Bisleri,Aquafinaand Buyer Kinley Buyer Buyer Buyer Only Bisleri Bisleri

30 Cases 7-8 Cases 20 Cases

20 Cases 15-20 Cases 150 jars of 20 ltr 150 jars of 20 ltr

Bisleri Sister Concern of Buyer Suncourt Hotel Yatri Buyer All Brand Buyer Bisleri,Kinley Non buyer Aquafina,Kinley Buyer Bisleri Non buyer Aquafina Non buyer Kingfisher Buyer Only Bisleri Buyer Only Bisleri Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Non buyer Buyer Only Bisleri Bisleri ,Kinley Bisleri Only Only Bisleri Only Bisleri Bisleri,Kinley All Brands Only Bisleri Only Bisleri Only Bisleri Bisleri,Aquafina Only Bisleri Franchise of Aqua Fina Only Bisleri

20 Cases 30 Cases 20 Cases 40-60 Cases 50 Cases 30 Cases 20 Cases 5 Cases 15-20 Cases 10 Cases 50 Cases 20 Cases 60 Cases 15 Cases 10-15 Cases 15-20 Cases 10 Cases 5 Cases 20 Cases

RESEARCH METHODOLOGY
Research is common parlance refers to a search for knowledge. The purpose of research is to discover answers to questions through the application of scientific procedures.

Research methodology refers to the tools and methods used for obtaining information for the purpose of the subject under study. Research methodology deals with the various methods of research. The purpose of the research methodology is to describe the research procedure used in the research. Research methodology overall includes the research design, data collection method and analysis procedure which are used to explore the insight information form the research problem. Research Methodology helps in carrying out the project report in by analyzing the various research findings collected through the data collection methods.

RESEARCH DESIGN
Research design is an important and the vital part of the research. Research design is a comprehensive master plan specifying the procedure for collecting and analysis the needed information. Research design provides an excellent framework for the research plan of action. The function of the Research design is to ensure that the required data is in accordance; research design is a blue print for the research study, which guides research in collecting and analysis the data. Here in our project we have used the two type of research design:

EXPLORATORY RESEARCH DESIGN

Exploratory research design helps the research in getting the insight Information from the research problem. Generally all the marketing Research projects innuendos exploratory research that helps the researcher in providing the sharp focus of the problem under research. Exploratory Research lays emphasis on the discovering of ideas and possible inside to get the information needed to carry out the research has used the exploratory form to research design in the project under study.

CONCLUSIVE RESEARCH DESIGN

Conclusive research design is the design, which helps the researcher in studying the research problem in the conclusive form; this helps the researcher in choosing the possible cause of action from various alternatives to make a rational design. Hence this type of research is being used in this research project.

DATA COLLECTION METHOD

The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. All data sources can be classified into two data:

Two sources to collect data are namely: 1. Primary Source 2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA The Primary Data that I collected were the first hand information which I received through personal interviews with the consumers and through questionnaires. This data gave the most vital information for making my analysis of the prevailing purchasing behavior of the consumers. QUESTIONNAIRE TECHNIQUE The method of collecting data mailing and personally distributing questionnaire to the respondents is the most extensively employed technique in various economical surveys. This method is quit popular, particularly in case of big inquiries. A typical questionnaire consists of a number of questions arranged and printed in definite order on a form or a set of forms. The questionnaire is given to the respondents who are expected to read and understand the questions and write the response in the given space meant for the purpose in the questionnaire. Mock interviews are basically just to save the time of both the respondents and the researcher and along with this, it is assumed as a best means for collecting data where respondents are not so literate to answer to question tailored in the questionnaire.

SECONDARY SOURCE OF DATA COLLECTION Secondary Data involved in my research were the information that I collected through the various broachers and pamphlets of the company which were provided to me during the analysis.

DATA COLLECTION

Data collection took place with the help of filling of questionnaires.

The

questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral.

I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mins. These questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people.

VARIOUS POSITIONS OF BISLERI DEALERS IN INDIA

BISLERI has a wide distributional network of area in the following cities herein mentioned: Delhi, Ludhiana, Jaipur, Noida, Ahmedabad, Mumbai, Goa, Bangalore, Chennai, Hyderabad, Kolkata (earlier Calcutta), Kathmandu (Nepal) where it outsells every other brands and from these network areas (cities), Bisleri distributed out in wholesale to all other parts of the country.

SWOT ANALYSIS

MICRO ENVIRONMENT FACTORS: Those forces which effect the organization from within i.e. due to its own activities and performance. Those forces can be controlled by the organization and an organization can improve on its strength and weaknesses in the market. STRENGTHS: Those activities, which put the organization a step ahead of others with its performance in the field of marketing mix, are products, price, promotion, and physical distribution. Strength of the Bisleri in the market are: Produce packaged drinking water in different packaging. Having the largest distribution network. Low cost of distribution for packaged drinking water bottles. Heavy investment on ad campaigns. Its name has become synonym for packaged drinking water. Its 20 lt. Bottle has also reached to the retail outlets. Low cost incurred on production on pet bottles. Charging better prices from the customers.

Now paying more emphasis on break-away seal and attracting consumers to use only Bisleri.

Company is having large surplus of funds. Large stock maintained by the company. Availability of water bottles at the nearest possible outlets. They maintain constant quality checks on quality of purified water.

WEAKNESSES:

 Produce low quality per bottles, which cannot be sterilized. They dont manufacture dispensers. They charge more for 5 lt. And 20 lt. Bottles as compared to other emerging companies. Bad publicity done before by the newspaper. MACRO ENVIRONMENT FORCES: Those forces, which affect the performance and ability of an organisation from outside, i.e., those forces are uncontrollable and the organization cannot manipulate these forces. OPPORTUNITIES : A major purpose of environment scanning is to discuss new marketing opportunities. A market opportunity is an area of buyer need in which a company can perform in profitability. Various opportunities of Bisleri in market are: The business is growing at the rate more than 80% per annum

There is a high growth in 500 ml., 2 lt., 5 lt., 20 lt., water bottles. Their break-away seal concept is accepted by the market. There is large market share of unorganized sector in packaged drinking water industry. And Bisleri share is increasing gradually.

Now middle class people also use packaged drinking water at their shops and homes and it become the need of the metros

THREATS: Kinley is the biggest threat to Bisleri as it is Coca-Cola company and they have surplus funds to invest in this company.

Its higher prices and low retailers margin has made the competitor to strengthen their feet in the Bisleris market.

Being an Indian company, it is getting affected by international brands like Pepsi, Kinley, and Nestle.

DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program. The target population is the population I want to make conclude an ideal situation; the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended. I have selected the sample trough Simple random Sampling

1) Sampling unit

The target population for the survey of:

Consumers were the already existing customers drinking packaged drinking water as well as those not drinking mineral

water. This sampling unit was taken randomly from Delhi region.

Dealers were the retail and wholesale outlets of the company located in Delhi region particularly the areas were taken randomly, those areas are: Palam Airport, Highway, Bhijwasan, Kapashera, Vikas Puri, Paschim Vihar, Janak Puri, Khan Market, Lodhi Road, Lodhi Colony, Defence Colony, M.M.Market, Vasant Kunj and Vasant Vihar.

Institutions were hotels in the Carol Bagh region. Sampling techniques

1) Sampling techniques The sampling technique applied in this project is mainly Non-Probability (convenience) sampling. 1) Sampling Size The sample size for the survey conducted for the analysis of: Dealers were 303 retail outlets. Institutions were 69 hotels. And 50 customers for consumer survey. DATA ANALYSIS
Packaged drinking water BISLERI One significant observation made from the study was that the number of players in the market are increasing at a very fast pace, especially the entry of multinationals. Thus it is believed that a research to find out the awareness level and recall level of the brand BISLERI vis--vis other major brands will give an idea about where does the brand exists

in the mind of the consumers. This might help the brand to identify the reason for the decreasing market share. Survey objective The Primary objective of the survey is to find out how does BISLERI fair in the Awareness and recall level as compared to the major competitor. The Secondary objective is to find out the advertising medium by which the Bottled water consumers are most influenced with.

Scope of Survey The survey intended to target consumers in South Mumbai region specially Church Gate and Colaba and the survey was done only in south Mumbai specially in areas like Church Gate and Colaba.

Survey was done in three parts

1. Survey of college going students and people, the brand of package drinking water
preferred by most of the students and the people

2. Survey of shopkeepers ---- asking them which is the most selling package water
brand at their shop.

3. Survey of different hotels as different hotels sells different water brands.

LIMITATIONS
While doing survey I found some limitations. The limitations I faced are given as under:

There was time constraint for the study work given to me while doing all the survey I did in this project work. While doing dealers survey, institutional survey and consumers survey I got the limited time period for there completion.

The area considered for this survey was taken randomly. So, the area taken for this study was limited. For the dealers survey and consumer survey the area was chosen randomly and for institutional survey the area was limited to the hotel region of Carol Bagh only.

The response of some of the consumers was not up to mark. So the survey may give the biased results.

The sample size taken for each of the survey in this project was very less and limited.

Conclusion

To conclude the information which we got through the various sources, it is quite evident that an efficient promotion, physical distribution and proper communication can increase the total sale of the company in a big way and an inefficient coordination between all these spoil the efforts made by Sales force. It

is also very clear that proper and systematic use of limited resources can do wonder for the company.

As we have seen from the market survey that packaged drinking water industry is very huge and growing rapidly. The water market is going to reach Rs. 2000 cr. till the end of 2003. Thus we can imagine how big the water market is and imagine the growth in this industry. This market is having large share of unorganized sector. In water industry production cost is very low. But the distribution cost of operations and make sure about the availability of water.

Bisleri distribution network to retail outlets is the best example. They have given 20 lt. jars to the retailers and thus reduce the distribution cost. Now there is trend in the market to give bottle without security and a dispenser free of cost to a party using 100 lt. of water.

To increase Customers Company should go upon this strategy but only when it has production capabilities to give regular supply to their customers. As in this business most of the customers give preference to delivering service and availability on time.

According to Deepak Jolly, executive vice president, corporate communications, Pepsi Foods Ltd. Aquafina will be helped by Pepsis network. Moreover, Aquafina will be served absolutely chilled. That makes sense too, since surveys have indicated that an overwhelming majority of the bottled water that is consumed in India is by people who are traveling.

With the big players, who have the support of the financial muscle and a large consumer base in other categories with them, like Pepsi, Britannia, Nestle and Coca-Cola the battle is the tougher arena of brand building. All the multinationals are looking at high-octane advertising targeting specific consumer segments. Sensing troubled waters ahead, Bisleri is busy working in strategy to soak up the competition and protect his water kingdom. By the strategies followed by the Bisleri has become a synonym of packaged drinking water.

By the institutional (hotel) survey, dealers survey and the consumers survey we got many conclusions and found out the market share of the brands involved in this industry. According to it Bisleri is the market leader having the market share of 44%, Kinley is its nearest competitor having its market share of 31%, Aquafina 15% and other brands are covering 10% of their market share. Thus company should emphasis more on its advertisements, retailers and wholesalers margin. Company should also have a keen quality control system because their break-away has been accepted by the public and if sometimes the complaint comes then it will affect the sales of Bisleri. As this water industry is going up with a very high pace so company should develop some new strategies and should always look on competitors strategies.

SUGESSIONS

Bisleri should focus on its internal branding structure. Bisleri should aim at not competing among its own brands and rather focus on its rivals.

There are still efforts are needed to make people aware about Bisleri cars

Bisleri Company must provide after sale service to their customers. Companies shall introduce or increase the range of their product in respect of price so

that a lower middle class people may also afford to have Bisleri cars

RECOMMENDATIONS
Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product.

 Awareness programs at health clubs, schools, cinema halls & nursing homes and in front of business complex.
To win over the consumer belief and faith over the genuinity the product.

Display of hot and cold dispensers and bottles at places like hotels, clubs and airports where upper class group visits, as they are the potential customers. Place like departmental stores, petrol pumps and super bazaars can also be considered. The company should organize camps at various part of the city. Also road shows to bring about the difference between packaged drinking water and filter/ purified water and to tell the people how packaged drinking water is more hygienic than filtered water/purified water. To aware people the cost benefit analysis to the customer of how the water costs less and benefit more, because people using purifier system cost too much. Special emphasis should be given to availability of water on time. There is large market of packaged drinking water and company should look after the production unit and maintained production level in accordance with the market requirement. There are some institutional consumers, which have large consumption for them; company should have some promotional schemes. They should provide them free dispensers.
Bisleri should have a quality check over their break-away seal in 500ml. pet and

1.2lt. pet. Sometimes retailers get annoyed if it is not tempered properly.

ANEXURES
Questionnaire.

Dear respondent, I am a student, doing my TYBMS. This Questionnaire is a part of an academic project on Bottled water Industry. A few minutes of yours to fill the questionnaire will be of immense help. Thank you.

1. Which Brands of Mineral water are you aware of? ________________ ________________ ________________ ________________ ________________

2. Which Brand/s do you prefer? ________________ 3. Why do you prefer this particular Brand? ________________________________________________________ 4. What influences your decision to buy a particular Brand? Brand Image Advertising Price Availability Size / Package

1. From which media did you come to know about the various brands? Television Magazines Newspapers Retail outlets Others

1. Are you aware of the brand BISLERI?

 Yes No

1. Have seen any advertisements of BISLERI? Yes No

1. If yes, where?

2. How do you rate the following brands: G for Good ----------------A for Average ---------------- P for Poor

BIBLIOGRAPHY

1. Kotler Philip, Marketng Management, New Delhi.

Prentiee-Hall Of India Private Limited, 2000 Millenium Edition.

2. Kothari C.R., Research Methodology, New Delhi, Vishwa Prakashan, 2000, Second

Edition.
3. www.Bisleri.com 4. www.google.com

5. www.indiainfo.com