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Analysis of Marketing Strategy of Mineral Water Industry (A Case Study of Bisleri)
Analysis of Marketing Strategy of Mineral Water Industry (A Case Study of Bisleri)
RESEARCH REPORT
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE
(2004-
Submitted To :
Submitted By :
Nitesh Kumar
CONTENTS
CONTENTS
Acknowledgement
Executive Summary
INTRODUCTION
About the industry
Mineral Water Industry- Current Market Scenario Company Profile
Marketing Strategy
Advertising Campaign of Bisleri
Packaging and Distribution
Marketing Mix
Competition in Market
Product Profile
Manufacturing
Objective
METHOD OF STUDY
Research Design
Tools and Instrument Used for the Study
Procedure and data collection
RESULT AND DISCUSSION
Findings and Statistical Analysis
Annexures
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
The accomplishment of my research was possible only due to the
cooperation, coordination and united efforts of different individuals, several
sources of material, knowledge and time. Pertaining to this I therefore take
this opportunity to express my deep sense of gratitude to entire staff and
employees of the Bisleri Ltd.
I am very grateful to Mrs. Harpreet Kaur (Faculty) for his guidance and
encouragement for his Kind Cooperation.
The moving spirit behind this research was all of them, without their
constant encouragement and support this research would not have been a
successful outcome.
NITESH KUMAR
MBA IVth Sem.
EXECUTIVE SUMMARY
TITLE: ANALYSIS OF MARKETING STRATEGY OF
MINERAL WATER INDUSTRY
[A CASE STUDY OF BISLERI]
Rationale of study:
Water is the most important liquid in the world. Without water, there
would be no life, at least not the way we know it. In today's living
condition, the need for Pure Drinking Water is becoming the issue for
the common Man.
Eighty percent of the human metabolism consists of water. This is the
reason why 90% of human diseases are water borne.
Objective:
Importance:
1) This report is useful for the researchers who are willing to do research
on the Mineral water Industry and its present competitors in the
market.
2) This report shows the problems associated with the Mineral water
industry in the market as it helps in removing these problems.
3) This report can be useful as a secondary data for Mineral water
industry.
4) This report helps in knowing the current and future scenario of
Mineral water industry.
5) This report helps in knowing market position of different Mineral water
industry.
Research Methodology:
The research conducted by Exploratory Research this type of research is
Qualitative and Quantitative. Qualitative refers to the characters of the
data or process by which the data are gathered.
The research process consists of a series of closely related activities. Why
a research study has been undertaken. Why a research study has been
undertaken, how the research problem has been defined, in what way and
why the hypothesis has been formulated, what data has been collected
and what particular method has been adopted and a host of similar other
Sampling:
The data was to be collected only from the Consumers and Retailers. A
questionnaire
was
prepared
and
interviewing
with
Retailers
and
Consumers.
A decision has to be taken concerning a sample unit before selecting the
number of samples. It may be geographical as well as individual.
Size of Sample:
This refers the number of items (Outlets) to be selected from the finite
universe to constitute a sample size. The survey was conducted of 50
outlets.
Analysis:
The data was tabulated manually and was also analyzed manually excel
was used to make graphs and pie chart.
According to market share figure, Bisleri is the leading brand which 55.45%
market share. While Kinley 23.33%, Kingfisher 3.97%, Aquafina 13.95%
and others 6.30%.
1. 80% retailers prefer to sell Bisleri brand because of demand, brand and
profit margin.
2. Bisleri is the most selling brand in the specific region it is at 45% selling
among the competitors.
3. Retailers those are selling Bisleri brand of bottle water is 50%.
4. The company has recently launched Bada Bisleri, Same Price at Rs.
10/- for 1.2 Ltrs means 2% extra.
Conclusion:
The players who will endure will be those who have a strong regional
presence. Take the case of Team, which enjoys immense popularity in
TamilNadu. Similar brands with a regional presence are Siruvani, and
Koday. Thus, new players will be looking for a distinct positioning.
One such brand is Pepsis Aquafina, the largest selling bottled water
brand in the US. After its successful test launch in Mumbai and
Bangalore,
Aquafina
was
released
in
Chennai,
Ahmedabad,
Vadodara, and Pune. Pepsi has invested over Rs.5 crore in the new
Aquafina water project in Maharashtra, which is the only Aquafina
plant outside the US.
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.
Recommendations :
product.
INTRODUCTION
INTRODUCTION
Water is the most important liquid in the world. Without water, there
would be no life, at least not the way we know it. In today's living
condition, the need for Pure Drinking Water is becoming the issue for
the common Man.
Eighty percent of the human metabolism consists of water. This is the
reason why 90% of human diseases are water borne. There are 3
types of water impurities, which are root cause of water borne
diseases.
1. Microbiological-Bacteria / virus.
2. Dissolved impurities - chemical.
3. Imbalance of Mineral Content.
There are rapid changes that are taking place in our environment
since long and the air and the water pollution is on an increase. The
main source of drinking water is river and downstream which also
have not been able to escape the pollution. When a consumer
became aware of the problems caused by water pollution the market
saw an advent of ceramic water filters, which filters the dust and
suspended particles but dissolved impurities and microbiological
impurities are not cleared out. The mineral balance is also not
maintained.
rivers were polluted a long time ago. Now considerable efforts are made to
clean all major European Rivers. The Rhine River, the Thames, the Loire
are clean enough to allow several species of fish to thrive.
As always, large companies with considerable cash reserves dominate the
market. Groupe Danone, a French conglomerate, markets Evian, Volvic
and Crystal Springs; Nestle, a Swiss food multinational with headquarters
in Montreux markets Perrier, Nestle Pure Life and San Pellegrino. Not to be
outdone soft drink giant Coca-Cola joined the cause with filtered tap water
and positioned their brand as pure, safe, life-style water. Coca Cola
markets Dasani and Pepsi Cola Aquafina. When it comes to mineral water,
Voss (Norway); Tynant (Ireland); Vitel, Cathledon, Volvic, (France);
Appolinaris (Germany), Spa (Belgium); Gasteiner (Austria); San Benedetto,
San Pellegrino, Aqua di Nepi, Lete (Italy), Ramlosa (Sweden);Borsec
(Romania) stand out. They display distinct taste profiles that spring and
filtered waters lack, but tend to be more expensive. When it comes to
consumption, Canadians consume approximately 30 litres per capita,
Italians 158 litres, French 133, Dutch 119, Germans 101 and Americans 76.
The low per capita consumption can be attributed to the illusion that tap
water is safe. In reality, only large cities control tap water quality regularly
and vigorously and treat it appropriately for safety. In small communities,
scarce financial resources and lacking expertise often make tap water
safety questionable. Since the introduction of PET bottles (polyethylene
terephate) bottled water consumption increased by 16 percent in five years
and continuing growth of the market is forecast by the Canadian Bottled
Water Association in Richmond Hill, Ontario. The question for restaurant
patrons remains whether to ask for bottled or mineral water, or demand ice
water.
It all depends on the situation. You can ask politely for ice water, if that is
what you prefer, or a glass of wine, or beer. The cost is almost the same for
all the three, or you can complain to management that prices charged for
bottled water are ridiculous as is the case with wine.
A few years back, the mineral water market had been crawling at the
rate of 3-4%, or even a lower figure. Indians carried drinking water in
earthen pitchers, plastic or PUF bottles. But increasing cases of
typhoid and other waterborne diseases began to be reported. In
addition to this, liberalization happened and the mineral water
industry began to be stirred and shaken. The market started growing
an astounding rate of over 100% per annum. The fact that there were
very few players in the market meant that their business grew by
leaps and bounds.
The market today has grown to Rs11bn. The organized sector -branded mineral water -- has only Rs5bn of market share. The rest is
accounted for by the unorganized sector, which is dominated by small
regional players. The market is still growing at a rate greater than
80% per annum.
In the branded segment, Parles Bisleri is the market leader with a
share of more than 45%. Parle Agros Bailley comes a close second
with market share of 15%. Other major players in the market are Yes
COMPANY PROFILE
The origins of Bisleri lie in Italy, and the brand owes its name to
founder Felice Bisleri, an Italian entrepreneur. In 1967, Bisleri set up
a plant in Mumbai for bottling and marketing mineral water, which was
first of its kind in India. However, it didnt work well. Among other
reasons, the fact that the Indian consumer was unprepared to accept
bottled mineral water was responsible for its failure. Consumer
mindsets were more geared towards boiling water at home.
In 1969, Parle bought over the Bisleri brand. In those days Bisleri
water was available in glass bottles. Parle's taking charge of Bisleri
did not
make
dramatic
difference
to
the
brand's
fortunes
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 CocaCola. 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.
The real shift in companys policy towards mineral water industry came
in 1998,although the conscious efforts had already been started in
1994. This change was primarily because of the fact that the people, at
this time, had started becoming more health conscious.
MARKETING
STRATEGY
MARKETING STRATEGY
It is complete and an unbeatable plan designed specifically for attaining
the marketing objective of a firm. The marketing objective indicate what the
firm want to achieve. The marketing strategy provides the design for
achieving them the linkage between marketing strategies and over all
corporate success is indeed direct and vital. Realizing the marketing
objectives is the purpose of two generic categories .
1. price based
2. Differentiation based
Formulating the Marketing StrategyFormulating the marketing strategy consists of two main steps1- Selecting the target marketIt doesnot fully bring out yhe import of
the inseperable linkage between the two. When the selection of the
target market is over an important part of the markting strategy of the
firm is already determined, defined and expressed.
2- Assembling the marketing mixAssembling the marketing mix
means assembling the four ps of marketing in the right combination.
The firm has to find out how it can generate the best sales and profit. It
plans different marketing mixes with varying levels of expenditure on
each element and tries to figure out the effectiveness of each
combination in terms of the possible sales and profit.
ADVERTISING
CAMPAIGN
OF
BISLERI
A drop-dead gorgeous body flexes its muscles on the screen. This starkly
arresting black and white image is then splashed with water. A voice-over
informs you that 70 per cent of your body is water. Why not give it the
purest. Aquafina Bottled water from Pepsi.
This kind of advertisement campaign used by the competitors is giving the
company a tough time. The competitor, Pepsi, is utilizing the brand image
built by it and is again targeting the Generation X maintaining the
company image. Its an unusual ad for this category. Till now, most
marketers have focused on educating the consumer on how bottled water
is a safer option, with the lead of course, taken by the popular national
brand Bisleri.
But Pepsi chose to junk this approach and it could well afford to. Bisleri,
after all, had already done most of the hard work needed to build the
bottled water category. What Pepsi needed was to establish its brand in this
crowded, fragmented market. Our task was made easier because was
made easier because Bisleri had concentrated on educating the consumer,
instead of building its own brand values," says Rohit Ohri, vice president
and client services director, Hindustan Thompson Associates Limited
(HTA). We wanted the imagery to posit~on Aquafina as a youthful, premium
and fun brand," says Vibha Rishi, executive director, Pepsi. The idea, she
says, was not to objectify bodies so that one could drool over them.
"Instead, we are talking about your body and the need for each one to take
care of his or her body." The ad copy, which spoke of the water content in
our bodies, was actually trying to establish how important water was to our
well- being and how we need to continuously replenish it.
While the thinking was clear that the imagery had to be built in and around
purity, HTA did toy with a couple of other ideas and situations. Initially, the
idea was to focus more strongly on the fun aspect and create a story line
complete with a smart idea and a twist at the end. "But we gave it up
because we felt that the story might take the mind away from the purity
aspect that was a must to highlight," says Ohri.
So HTA adopted a minimalist approach and created a film with little clutter
and no props, which tried to capture the emotion of "feeling good about
yourself'. While the film and the imagery are completely the work of HT A,
the strategic thinking comes from the Mother Company in the US.
Aquafina, in fact, is the largest-selling bottled water brand in the US with a
12 per cent market share, and India is the first country outside of the US
where Aquafina is being bottled. Even in the US, the ad talks of the
percentage of water in our bodies, but the handling is a little more serious.
For example, the film will show an emotional moment where someone
starts crying, and then you will hear the voice-over, "85 per cent of your
eyes are water.
"There is no internal law that forces us to follow the international
positioning. But seeing the quality of thinking that has gone into this, we
decided to stay with this positioning, though the statements here are quite
different," explains Rishi.
Aquafina, like all offeFings that come from the Pepsi stable, also imbibes
the core values of the mother brand. It addresses the Pepsi-user base,
largely the youth, and like Pepsi ,it is also being positioned as a hip brand.
But Aquafina is a lot that Pepsi is not. It is a little bit older, mature and
affluent, and not as mass based as Pepsi.
Pepsi's role in the communication is that it is the source of credibility for the
product and, of course, establishes the youthfulness of the brand. But
Aquafina is a brand in its own right and with each piece of communication,
its personality will emerge," feels Ohri. But while Aquafina is being given a
distinct identity, it is also being targeted at the Pepsi consumer and is
addressing their need for safe and reliable drinking water. Will this not
cannibalize Pepsi sales? "Water does eat into the cola market," agrees
Rishi, "but we can't build a business for Pepsi based on people's lack of
access to safe drinking water.
How can any business be built on deprivation?" Both will have to co-exist
and carve a market out for themselves, And~ while Pepsi targets the 18-25
year olds, Aquafina also includes the 30-somethings together with the
college crowd. Like Pepsi, Aquafina too is looking to command a premium
without being unaffordable.
It is being positioned as a premium product, not via pricing, but in imagery
and packaging. Priced at Rs. 10 in Delhi for a 750ml. bottle, it is priced
marginally higher than the competition that gives you one liter for Rs. 10.
The swirl shaped PET bottle resembles the Pepsi family and is sturdier and
more hip than most others in the category that take their design cues, it
seems, from the one liter refined oil bottles in the market. The decision to
break the norm and come up with a 750 ml pack size was more driven by
the fact that water is fundamentally consumed on the go and the 750 ml
size is easy to carry around. "It is ideal for an half-an-hour in the sun, one
liter gets too bulky," says Rishi. Pepsi's future plans at the moment don't
include commg up with size variants. They have also ruled out the
possibility of catering to the bulk market, which actually constitutes 30 per
cent of the total bottled water market that stands at 70 million liters
annually, and is growing anywhere between 30 and 50 per cent.
Pepsi, obviously, is looking for a big slice of this burgeoning market, but as
Subroto Chattopadhyay, executive vice president, marketing, Pepsi, says,
"We have a building blocks approach, first we have to build the brand, and
then the volumes.
Bisleri is tackling the situation by building the brand on the purity plank.
Akin to brand building in soft drinks, an aggressive print-and-TV campaign
is being backed by hoarding, point-of-sale material, and every interface with
the consumer is being used as an opportunity to reinforce the message.
For instance, all the vehicles used for supply have been painted in bright
blue, bear the Bisleri logo and sport catchy baselines like . "Play Safe".
PACKAGING
AND
DISTRIBUTION
Packaging
Variety is spices of life. Today for any business organization to be
successful it has to provide its customer with the differentiated product that
is a value buy for them. In order to cater to yhe changing needs of the
customer the business has to continuously come out with the variants of
the products so that it can target the maximum segments.
Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 liy,
20 lit. The 5 litre bottles account for 35 % of sales showing a growing health
concern among the Indian society. 1 litre bottles account for 30% of the
share .
The 2 litres bottle introduced to slowly and steadily replace the conventional
1 litre bottle.
The 5 litre packs, launched in dec 1999 in Goa, now available everywhere.
Distribution
Its obvious that availability holds the key to the market .For any product to
be successful yhe distribution system has to be really good. Large tracts of
the country have not been explored by the national brands, which explains
the proliferation of smaller brands.
Bisleris strategy is to build a direct distribution system at an all India level
that means serious investment In company owned trucks and carts, this
would make it the largest fleet owner in the country. Bisleri has around
80,000 retail outlets in the country with about 12,000 each in the delhi and
Mumbai. It is intended to be increased this no. to 10,00,000 in order to
expand brands reach.
The company will invest approximately Rs.200 cr. to procure 2000 trucks
and hire same no. of sales people . the company plans to have its own
distribution network in places where it has its own plant
MARKETING
MIX
MARKETING MIX
The set of controllable tactical tools- product, price, promotion, and
place (4 Ps), that the firm blends to produce the response it wants, in
the target markets.
The 4Ps
Produ
ct
The main product of the company is the mineral water by the name of
Bisleri Mineral water. Other than mineral water the company has also
the soda water under its brand name called the Bisleri Soda Water.
The concept of bottled mineral water was introduced in India, first by
Bisleri, and that is the reason, it has become a generic name for the
mineral water. Bisleri has become a perfect synonym of the mineral
water for the Indian consumers.
The main challenge facing the company or any other player in this
mineral water industry is that there is no scope of invention and
It is just water after all. This is what the Indian customers think of the
bottled water. If we are talking about a product like television we can
think that the innovations could provide extra benefits derived from
the product. For example other than its core usage the product can
provide for Internet facilities using conversion.
Place
Place stands for the company activities that make the product
available to the target customers. To make the product available to
the target consumers a good distribution network has to be there to
support the good quality of the product. Here in the case of the
mineral water industry the distribution network is the important factor
in being competitive and the catch lies in making water available to
maximum number of places in the country.
DISTRIBUTION NETWORK:
The small-scale players built their sales by piggybacking on the
generic category built up by Bisleri. Its a battle that Bisleri can win by
Rs. 10/-
2 Ltrs
Rs. 20/-
5 Ltrs
Rs. 40/-
Promotion
Modern marketing calls for more than just developing a good product,
pricing it attractively, and making it available to the target customers,
companies must also communicate with their customers, and what
they communicate should not be left to chance.
A Companys total marketing communications program- called its
Promotion Mix consists of specific blend of advertising, personal
selling, sales promotion, and public relations tools that the company
uses to pursue its advertising and marketing objectives.
ADVERTISING CAMPAIGN:
While designing the advertisement campaign, it is necessary to keep
in mind the opinion leaders. Youth are the opinion leaders of the
present time. And thus it becomes necessary to design the campaign
keeping the youth in mind. The opinion leaders would further trickle
down the message to the less active members of the society.
This is exactly what Bisleri is doing. Bisleri has started an
advertisement campaign stressing the point of purity and flaunting the
patent right the company has over the breakaway seal. The company
has tried to put the message across louder, by using the ad campaign
that catches the eye of everyone, specially the youth.
introducing more pack sizes and establishing the brand strongly with
trendy new packaging.
Apart from creating consumer pull with campaign, the company, to
increase its sales would have to do the sales push as well. For that it
would have to give the retailers and other stockiest high trade margins
and incentives for keeping the product. This is very important in case
of this product because consumers would take up what is available to
them at ease and whatever retailer is giving.
COMPETITION
IN
MARKET
COMPETITION
The mineral water market is set to explode and hit the Rs.2,000-crore
mark in the next couple of years. This is drawing the big guns
attention. First Britannia launched Evian. And recently, soft drinks
giant Pepsi entered the fray with Aquafina. Now, Nestle too is
reportedly planning a foray. Meanwhile, Parle Agros Bailey has been
growing steadily. Small local players too are breathing down Bisleris
neck riding on better trade margins and intensive distribution (in their
respective areas of operation).
The competition facing Bisleri can be categorized into a few brand
names like
Parle Bailey
Pepsi Aquafina
Coca Cola Kinley
With Parles Bailey being the main competitor and second in market
share in the organized market, Bisleri faces tremendous competition
from the unorganized sector.
Aquafina
The advantage for Aquafina is that though there are over 300 labels
of bottled water in the Indian market, few can be called brands. It is
necessary to remember that every product with a name is not a brand;
even Bisleri has become generic to this category.
It does not have any emotional values attached to it. So there was no
difficulty for Pepsi in creating space in such a market, which is
completely different from the soft drinks market, where it will be very
difficult for any new player to find a slot. So the creative team at HTA
virtually had an empty canvas to work on. And it came up with a
campaign that did have people talking. First, a series of teasers,
followed by a film that showed healthy bodies and youthful people
and, of course, lots of water.
Although Aquafina is only available in a 750 ml pet bottle, the pricing,
at Rs.10, is competitive. And it is safe. In addition to the tamper proof
seal, there is a reliable method of checking whether the bottle has
been refilled. The date of manufacturing has been written on the cap
as well as on the bottle. Thus a person who is refilling it would have to
find a matching cap and bottle, the probability of which is very low.
PRODUCT PROFILE
Its a compliment being generic to the category, but its not very good
when consumers think any mineral water brand is Bisleri
Bisleri, a product established in India by Ramesh Chauhan, Chairman of
Parle Aqua Minerals has become a generic brand. Bisleri was the
first marketed bottled water in a totally virgin market. The brand has
become synonymous with mineral water; consumers accept any
brand offered by the retailer when they ask for Bisleri.
So far Ramesh Chauhans Bisleri enjoys the largest market share of 56%
in the Rs1100 crores mineral water markets and is growing at the rate of
180% per annum. Annual sales of Bisleri have touched Rs400 crores. In
seventies, 'Bisleri' was the only mineral water, which had national
presence, and the sale was to the tune of approximately one hundred
thousand cases valued at about Rs.60 lacs.
i .exe
MANUFACTURING
The bottled water market share of major brands is Bisleri (51%), Bailley
(17%), Yes (11%) followed by Kinley (10%), Aquafina (4%).
Drinking water filled in hermetically sealed containers of
various
FACTS
Bottled drinking water samples of some top brands Bisleri (Parle Bisleri
Pvt. Ltd.), Bailley (Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding
Pvt. Ltd.), Kinley (Hindustan Coca Cola Beverage Pvt.
Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc.,
which were being sold and manufactured in Mumbai and nearby areas like
Pune and Daman, were purchased randomly. All the samples were
purchased from retail outlets in the market and from railway station and
were checked for proper seal, date of manufacture and batch number.
Even the top brands, which claim to use treatment methods like purification
filtration, activated carbon filtration, demineralization and reverse osmosis
were found to contain residues of pesticides. It might be due to the reason
that the manufacturers may be by-passing the raw water after partial
treatment and remixing it with the fully treated stream so as to cut down the
cost of treatment. On the basis of the results different brands can be rated
in terms of total organochlorine and organophosphorus pesticides from
least to most contaminated as-
Aquafina
Macblue
Bailley
Kinley
Seagull
Sheetal
Bisleri
Brilliant
Bally
Apurva
OBJECTIVE
OBJECTIVE
To analyze the marketing strategies of the company with
RESEARCH
METDHOLOGY
RESEARCH DESIGN
MEANING OF RESEARCH DESIGN
The formidable problem that follows the task of defining the research
problem is the preparation of the design of the research project, popularly
known as the research design. Decisions regarding what, where, when,
how much by what means concerning an inquiry or a research study
constitute a research design. A research design is the arrangement of
conditions for collection and analysis of data in manner that aims to
combine relevance to the research purpose with economy in procedure. In
fact, the research design is the conceptual structure within which research
is conducted; it constitutes the blueprint for the collection, measurement
and analysis of data. As such the design includes on outline of what the
researcher will do from witing the hypothesis and its operational
implications to the final analysis of data. More explicitly, the design
decisions happen to be in respect of :
(i)
(ii)
(iii)
(iv)
(v)
(vi)
(x)
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 .
RESEARCH DESIGN :
The research design which has been used in the project report is
descriptive in nature.
SAMPLE DESIGN:
The sample design which has been use in this project report is simple
random sampling.
SAMPLING UNIT :
A decision has to be taken concerning a sample unit before selecting the
number of samples. It may be geographical as well as individual. Here all
NCR region has been taken as a geographical unit and retailers as an
individual unit.
SIZE OF SAMPLE:
This refers the number of items (Outlets) to be selected from the finite
universe to constitute a sample size. The survey was conducted of 200
outlets.
RESULT
AND
DISCUSSION
FINDING
After the tabulation and analysis of 50 respondents from Ghaziabad city:He following findings are obtained:
1. According to market share figure, Bisleri is the leading brand which
55.45% market share. While Kinley 23.33%, Kingfisher 3.97%, Aquafina
13.95% and others 6.30%.
SWOT ANALYSIS
STRENGTHS
Old and famous brand name
Better packaging
Effective distribution network
Famous as pure & safe among consumer
Good product mix
Frequent quality checking
Much used by corporate world
Better management
Give regular follow up to distributor
Indian image
Better sales force
Sponsoring various cultural program
Better visibility
Good intensives to dealer
WEAKNESS-:
one liter packs which accounted for 50 per cent of the companys
turnover has come down to 30 per cent. The two-liter packs, which
have practically disappeared from the shelves, have come down from
20 per cent to five per cent. The growth has come from the 500 ml
and the five-liter category, which account for 15 per cent and 36 per
cent of turnover respectively.
Earlier, Bisleri was selling at a premium of Rs.12 for the same size.
But beginning last year, it has been selling its one- liter bottles at
Rs.15 each. Aqua Minerals attributes the Price slashing to retailer
margins being on the higher side earlier.
The competitive Rs.15 price tag has been working well for the brand.
In what could be a masterstroke, Aqua Minerals is testing out the
possibility of mass marketing 20-litre Bisleri bottles for an MRP of
Rs.40. That works out to Rs.2 a liter. If the logistics, manufacturing
and distribution do fall in place, it could change the face of the
purified water market for keeps.
OPPORTUNITIES
So far, Chauhan has not used the franchising route very aggressively
unlike Parle Agros Bailley which has grown very fast
using this route. He has around six franchisees in Mumbai, Delhi,
Chennai, Bangalore, Goa and Rajasthan. We shunned this route so
far because in most areas where we had no presence, it was
imperative that we did it ourselves. Now for further expansion we can
afford to use the franchisee route.
THREATS
Bisleri will be taking the packs back and refilling them. But the packs
cannot be sterilized since the material used is PET and cannot
withstand high temperature. So how can he ensure purity?
CONCLUSION
CONCLUSION
The players who will endure will be those who have a strong regional
presence. Take the case of Team, which enjoys immense popularity in
TamilNadu. Similar brands with a regional presence are Siruvani, and
Koday. Thus, new players will be looking for a distinct positioning.
One such brand is Pepsis Aquafina, the largest selling bottled water
brand in the US. After its successful test launch in Mumbai and
Bangalore,
Aquafina
was
released
in
Chennai,
Ahmedabad,
Vadodara, and Pune. Pepsi has invested over Rs.5 crore in the new
Aquafina water project in Maharashtra, which is the only Aquafina
plant outside the US.
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 Coke the battle is the tougher arena of brand
RECOMMENDATION
S
RECOMMENDATIONS
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
the mineral water would cot less and benefit more, because
people using purifier system cost too much.
LIMITATIONS
LIMITATIONS
A small segment of the market has been covered only, so the conclusion
cannot be generalized.
The data collected cannot be free from errors, since some of the
respondents failed to give correct information.
Study accuracy totally based upon the respondents response.
Stipulated short span of time for survey.
BIBLIOGRAPHY
BIBLIOGRAPHY
Marketing Management
Business Magazines
Philip Kotlar
Websites
www.bisleri.com
www.discovery.com
www.google.com
ANNEXURES
QUESTIONNAIRE
Aquafina
Kingfisher
Kinley
Others
b) 5-10
d) 10-15
e) Above 15
Q.11 Are you satisfied with the current margins on this brand?
Yes / NO
____________________________________________________
Q.12 Whether you are getting any complaints from customers, specify?
____________________________________________________
_____________________________________
_____________________________________