DHARIWAl INDUSTRIES LIMITED

PRESENTED BY
ANKUSH J. RATHOD MMS ±A [45] MARKETING

´ COMPETATIVE ANALYSIS FOR MANIKCHAND OXYRICH ´

OBJECTIVE: 
To measure oxyrich¶s present market in terms of service, quality, pricing, offering, and other characteristics- cuurent position 

The aim of this study is to develop the ability of decision making within
organization.

Corporate office:
³Manikchand House´100-101, D. Kennedy Road, Pune-411 001. Tel: +91 20 26056099 Fax: 2026051377 e-mail: corporate@manikchandgroup.com Web: manikchandgroup.com

Mumbai office:
Sonawala Building,19,Bank Street, Fort, Mumbai-400 023. Tel: +91 22 22674343 Fax: +91 22 22675353

PRODUCT DESCRIPTION

MANIKCHAND OXYRICH Company: Dhariwal Industries limited. Brand: Oxyrich Address: Dhariwal Industries Ltd ³Manikchand House´100-101, D. Kennedy Road, Pune-411 001. Product: Packaged Drinking Water Design: Own Quality: ISO 22000:5000 CERTIFICATION. Packaging: Pet Bottles Target Market Segment: Health Conscious people Positioning: Oxygenated Pure water Trade Promotion: Corporate Event, Play safe Campaign, Mobile Van, Stressing on Seal Distribution: Bottling Plant (Pune), local distributors Mumbai.

SEGMENTATION, TARGETING, POSITIONING [ STP ]
SEGMENTATION

Geographic
Psychographic Demographic
TARGETING

Mostly Major Cities & Sub Metros Hot & Humid
Health Conscious Mostly Individual & Sometimes Families, Corporate

‡Targets middle and upper middle , upper segment people ‡Price of the Bottle is such that can be affordable to the all segments ‡Company planning to target more towards lower segment
POSITIONING ³ 300% MORE OXYGEN ³ UNIQUE SELLING POINT AND POINT OF DIFFERENCE[ USP,POD]

³300% MORE OXYGEN´

MARKET SHARE
MARKET SHARE OF TOP PLAYERS
BISLERI (37%) AQUAFINA(15%)
KINLEY(13%)

OXYRICH(12%)

TRUSTED BRAND INTERMS CHARACTERISTICS

SEASONAL SALES

SWOT ANALYSIS
STRENGTH
1. QUALITY STANDARD:2. LARGE RANGE OF PRODUCTS:3. BULK ± SEGMENT IS USEFUL FOR HOUSEHOLDS ALSO 4. GROWING POPULARITY

WEAKNESS
1. NOT MEETING THE DEMAND OF THE CUSTOMER:2 . THE MARKETING MEDIA

OPPORTUNITY
1. FAST GROWING FIELD:2. OXYRICH CAN UTILISE ITS DISTRIBUTION CHAIN 3.SUBSTITUTE BRAND FOR COMMON SPECIALLY FOR MIDDLE CLASS 4.UNIQUE TECHNOLOGY OF MANUFACTURING 5.INCREASE IN PRODUCTION:-

THREAT
1.MARKET IS EYED BY THE BIG PLAYERS 2.ENTERING OF NEW PLAYERS 3.ILLEGAL MANUFACTURERS 4.STRONG DISTRIBUTION CHANNEL OF THE OTHER MANUFACTURERS:-

PROJECT RESEARCH
DURING PROJECT MY PROFILE WAS««.. POST: MANAGEMENT TRAINEE DURATION: 2 MONTHS AREA/REGION: PANVEL, NAVI MUMBAI

I] THE SALES AND DISTRIBUTION HANDELLING FOR PANVEL (30%) II] THE RESEARCH PART (70%)

READY STOCK MARKETING:³ IN SHORT IT IS NOTHING BUT DOING SELLING WITH MARKETING SIMULTANEOUSLY´ 1.Product promotion 2.Product sales 3.Research analysis 4.Customer relations 5.New customers call

300 retail outlets in Panvel, Navi Mumbai

[I] THE SALES AND DISTRIBUTION FOR PANVEL

Daily sales call: 30-40 New Call : 1-3/Day Two Months sale approx : 3200 BOXES Approx Monetary sales: 0330000 lac Rs.
II] THE RESEARCH PART (70%)

Maximum Sales: a year Bisleri
Aquafian

1.What type of Brand you sell maximum in the whole year?

Kinley

Oxyrich
35% of customers were using Bisleri as a maximum sold brand after it Aquafina is the second highest sold brand with 27% Oxyrich is the third highest sold brand with 25% and Kinley is the lowest sold brand.
2.Which is the most responsive brand in terms of Service, Quality, Packaging, Price and offering?

Maximum of 35% of respondents are says Bisleri as Most responsive Brand while Oxyrich is the second highest preferred brand with 25% and Aquafina is the third preferred brand Kinley has at the bottom with 18% So Bisleri has strong presence in the market.

Kinley 18% Aquafina 23 %

Bisleri 35%

Oxyrich 25%

3. Did advertising and sales promotion make an impact for your purchase?

No 29%
Yes No

Yes 71%

4.Why do you prefer Oxyrich Mineral water service?
Brand Name 20% Offers 34% Offers Service quality Speed & Security Brand Name

Efficiency of delivery 23 %

Service quality 23%

5.What do you feel about Oxyrich quality of water, Bottle Material, Packaging, Offers, and solution from executives?

THE PROJECT LEARNING

‡Management functions such as planning, organizing the activities, co-coordinating, controlling and evaluating and communicating in industry and market place. ‡Organizations policies and strategies adopted at various levels of product life cycle. ‡The importance of MBO i.e. management by objectives in organizational effectiveness. ‡Research and formulating at critical strategies. ‡ The crucial role of various departments in Organizational success and development.

FINDINGS
QUALITY OF WATER IS GOOD AVAILABILITY OF PRODUCT LOCAL AND OTHER MINERAL WATER SERVICE BECAUSE OF RATE MARGINS OTHER COMPATIBILITY OF PRODUCTS. THE PACKAGING AND QUALITY OF WATER IS VERY GOOD.

CONSISTENT SERVICE PLAYS ESSENTIAL PART OF CUSTOMER SATISFACTION CUSTOMERS FEEL OXYRICH OVERALL RESPONSE IS GOOD THAN OTHER COMPETITIVE PRODUCTS OF THE SAME CATEGORY

SUGGESTIONS

OXYRICH SHOULD MAINTAIN THE QUALITY IN SERVICES AND SHOULD MAKE IMPROVEMENTS IN THIS FEATURE CUSTOMER QUERY RESPONCE MORE INFORMATION ABOUT OTHER OFFERS AND PAYMENT CREDIT FACILITY

TAKE CARE OF MORE PROMOTIONAL ACTIVITIES IN WHICH ADVERTISEMENT PLAYS AND EFFECTIVE ROLE COMPLAINING ABOUT THE FRIDGE OF OWN COMPANY NAMED BRAND SO THERE COULD NOT BE ANY THREAT FROM THE OTHER MAJOR BRANDS

LIMITATIONS:

i)

Organization does not provide strategic information.

ii) Organization does not give time and attention to the Management Trainees. iii) Time provide by institute i.e. 60 days is not sufficient to get practical knowledge

iv) Finding and analysis was for the specific area (Routes) only.

CONCLUSION

OXYRICH is one of the best brand in bottled water industry in PANVEL, NAVI MUMBAI and it has been successful in creating a strong impression on the consumer minds with its varied products and offerings to consumers on a huge scale to deliver its customers at its best.

THANK YOU

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