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ACKNOWLEDGEMENT

This acknowledgement is not merely a catalogue of names but an expression of deep sense of gratitude to all those who help me in this project and for giving their assistance for completing the project successfully. A successful project is the result of the good teamwork , which contains not only the people who put in their logic and the hard work but also those who guide them .words are the only thing on which this world is existence. I would like to thanks and express my feeling for all of them who had played crucial role in the completion of my project work with their experience and knowledge. First of all I thanks to Mr. S. D. Kadam (M.D.shree industries) and Mr. Sudrashan Kharade (Area Manager ) who had given me opportunity To complete my project in their organization and also for their guidance and knowledge shared by them during completion of project. Indeed words fail to express my profound sense of gratitude and heartfelt indebtedness to my beloved parents. I am also thankful to all of them who are directly or indirectly involved in driving this project to a success.

Mr.chetan Sidram kanade

INTRODUCTION OF THE STUDY

The Researcher has completed his project in SHREE INDUSTRIES PVT. LTD. LATUR under the title of A Market research for the Brand Awareness and competitive analysis of Packaged drinking water industry . The shree industri es Pvt .Ltd.(Meridian aqua ) is the well recognized and leading Packaged drinking water company in India . The researcher has carried out his study in the Brand awareness and competitive analysis of present situation in the market . There are near about 04 competitor are present in the market at the present time in the area of the LATUR district of Maharashtra . The data collected from the 10 talukas of the Latur district, the data collected from the distributors, retailers, and customer. It include the interacting with all for brand awareness, and study the present practices by various companies for brand awareness and customer satisfactions , creating the brand awareness through one by one interaction and also the impact of the customer complaints on the brand image. The study of the various customer complaints solving practices in the industry .

Top 3 competitors are as follows:-

I.

Mundada foods pvt. Ltd. (sunrich)

II.

Mahlaxmi beverage pvt.Ltd (oxyfresh)

III.

Kirti gold pvt.ltd. (kirti gold)

The shree industries pvt.ltd. Has very good response in the market, the brand image is very good, but they have to work on the brand awareness program and also strengthen there distribution network. Made boxes available at every shop with affordable price with imperative advertizing, and try to satisfy customers demand.

COMPANY PROFILE

Shree industries (Meridian aqua) strongly believe in slow and steady growth by providing friendly support to the customer. Continual improvement in the products and need based research is the major reason behind the successful business in Latur dist. With the success in packaged drinking water business.

Mission:
Shree industries Pvt. Ltd. Is in the feature will launch the new plant of packaged drinking water and try to cover all over Maharashtra

Vision:
Meridian Aqua Company committed to provide the pure and healthy qualify products to our customers.

Introduction
Meridian Aqua /Shree industries has established in the year 2008. We have divers range of packing size in packaged drinking water. We are providing direct employment in this area.

Packed Drinking Water


About Water Water is a chemical substance with the chemical formula h2o water covers 70.9% g the earth surface and is vital for the all known forms g life clear drinking water is essential to human being and other life forms. Access to safe drinking water has improved steadily & substantially over the last decades in almost every part g the world. There is a clear correlation between access to safe water and GDP per capita. However some observers have estimated that by 2025 more than half h the world population will be facing water based vulnerability. Water plays an important role in the world economy, as its function as a solvent far a life variety g chemical substances and fertilities Industrial cooling & Transportation. Approximately 70% g earth water is consumed by mast g the disease caused by the drinking impure water.

Purification Process Purification System Impure water might-be contains all types g chemical and biological impurities like mere mineral and microorganisms respectively. In our state g the art purification system all such Impurities totally removed. Purification Stages Pretreatment: - Disinfection or scale deposition Water softener:- softening g water Media fitter:- sand & carbon filter Pre filter: - 5 ll & 10 ll filters Reveres osmosis:-control TDS sand soul purifier. Post filtrsfion:-0.2 ll filter Disinfection:-u. v. radiation & ozone treatment.

Profile
Shree industries is dedicated for developing and supplying quality packaged drinking water for the customer of India. Having strong research activities in various regions of India with the inputs of expert team development & research for improving taste and quality packaged drinking water. A Shree industry (Meridian aqua) strongly believes in slow and steady growth by providing friendly support to the customer& retailer. Continual improvement in the products and need based research is the major reason.

Background information
Diverse Shree industries Pvt. Ltd. operations started at Latur District of Maharashtra in India. This was the time when limited packaged drinking water knowledge was available in India. Founder of the company Mr.S.D.Kadam with his great vision to fulfill the need of quality Packaged drinking water, started drinking water research in short day 1 ltr and 2ltr bottle available and choice with various areas in latur.

Our Network
Meridian aqua is reaching to every part of Maharashtra and for providing quality water and service to the small scale and medium to big customers through the network of our more than 20 dealers and distributer in Maharashtra. We provide support to our dealer and distributers with the help of strong marketing and sales expert team respondents one third of companys workforce. The marketing and sales team is qualified and professionally experienced in industry. To supply packaged drinking water within the required time, quick and safely with excellent logistics. 1) 2) 3) 4) 5) 6) 7) 8) 9) List of talukas Ahmadpur Ausa Renapur Chakur Nilanga Udgir Jalkot Shirur Deoni

Name and Address of Company:


Shree industries pvt. Ltd.(MERIDIAN AQUA) G-18, M.I.D.C Area, behind kirti Oil, Kalamb Road, Latur- 413531 (India). Tel.: +91-2382-222221 E-mail: meridianaqua@rediffmail.com Website:www.meridianaqua.com

Marketing strategies:
Through your competitive analysis you will solve to create a marketing strategy that will generate an asset which will provide you with distinct and enduring competitive advantage. The competitive strategy is usually fall into these five areas: 1. Product 2. Distribution 3. Pricing 4. Promotion 5. Advertising Strategies primarily resolve that around establishing the point of the entry in the product life cycle and endurable competitive advantage .As we have already discussed the defining the elements that will set your product apart form your competitors groups. You need to establish this competitive advantage. Clearly so the reader understand not only how you will accomplish your goals but why your strategy will work.

RETAILER ANALYSIS

6.1 Which brand do you know of drinking water ?


Table No.-6.1 Brand name Meridian Aqua Sunrich Oxyfresh Kirti Gold others Percentage (%)
30% 40% 9% 8% 13%

In the present Packaged drinking water industry in the market place there are more than 6 companies are there in the market. The sunrich is occupying top position in brand positioning then followed by shree industries (Meridian aqua) company. Interpretation: The sunrich Ltd has 40 % of market share in the packaged drinking water market. And it is followed by Meridian aqua (shree industries pvt. Ltd.) Having 30 % market share.

Which brand you will prefer most for packaged drinking water?
Table NAME OF THE COMPANY Meridian aqua Sunrich Oxyfresh Kirti gold Other PERCENTAGE (%) 22% 28% 18% 14% 18%

Success of the any company is depend on the satisfaction level of the customer, 22% of the retailer mostly preferof meridian aqua drinking water.

Interpretation: From above table it seems that 28%customers are satisfied by sunrich water company and 22% by Meridian aqua . Thus Sunrich remain at the most prefer in the market by the purchasers

Which size of pack do you generally purchase?


Table Types of SIZES 250 ml pouch 1 ltr. 2 ltr. 20 ltr. Jar 20 ltr. Chilled jar ltr. Any other Purchasing (%) 8% 68% 4% 10% 6% 2% 2%

The most sealing packaged size are in the market are the 1 ltr , 1/2ltr .& 20 ltr jar . That particularly most demanded drinking water in all the season .1/2 ltr. , 2 ltr. .specialy the demand for the exitic drinking water are quite normal. 20 ltr. Chilled jar sells are seasonal.

Interpretation: It seems that most of the consumers are purchasing the packaged drinking water like 1 ltr bottle and 20 ltr jar. As these products are purchases mostly the products of these varieties are sold most in the market. The 1ltr bottle is the most purchased product by the customers, then followed by the normal 20 ltr jar & chilled 20 ltr jar.

How often do you purchase packaged drinking water in a month?

Percentage (%) More often Often Rare Very rare 35% 40% 15% 10%

In the market many retailers often of the packaged drinking water more often is 35 % and the often are 40% , rare 15% specialy the demand for the exitic drinking water are quite normal very rare 10%.

6.7 Where & how we can increase the Availability of our product,
aqua in the market?
AVAILABILITY IN (%) 11% 23% 12% 18% 25% 11%

Meridian

AVAILABILITY At bus stand At every retail shop At medical At every hospital At every hotel At special shop only

The customers lots of time want to purchase the product which is available in the shop. The availability of the product does a matter.

The product company has there own dealers &retailers at the particular territory .so thats why the product are mainly available at some special shops only. Most of the

customers said that the product are not available at every retailer shop and it is available at special shop only.

Packaged drinking water Product Companys large group of the customer are from urban &rural area, basically they are a customer, so there is les availability of pure drinking water. Thats why the 42 % of the respondents purchase 20ltr. jar product for the drinking.

58% 42%

Yes

No

Interpretation: The above graph shows that the customers of purchase product in 20ltr jar. The 42% customer are use the 20 ltr jar product for drinking, and remaining 58% are not using the 20 ltr jar.

6.9 Have you heard about our free home delivery service of 20 ltr jar? Table 6.9

In the Packaged drinking water industry in the market place shree industries (Meridian aqua) company is provide the free home delivery service of 20 ltr jar. For every customer. Interpretation: The

Opinion
Yes No

Percentage
65% 35%

product company has there own dealers &retailers at the particular territory .so thats why the product are mainly provide free home delivery service of 20 ltr jar. 65%of the customers heard about the free home delivery service And remaining are not heard about the service.

6.10 The price justified by the company?


Table No.-6.10 The 65% 0f the people are openly stated that they are justified by the company price. Product is available at the market place in summer season at high demand Interpretation: 35 per of Customers are not justified by the company price if it is provided in summer season at high demand.

6.11 How do you purchase a drinking water product?


In Cash On Credit 40 % 60 %

Packaged drinking water Product Companys large group of the customer are from urban area, basically they are a customer, so there is les availability of money. That why the 60 % of the respondents purchase product on the credit. Interpretation: The above graph shows that most of the customers purchase product in cash and not on credit. The retailers are not offering credit to the customers. The 40% customer are purchase the product in cash, and remaining 60% on the credit basis the retailers credit policy are different as per the brand

CUSTOMER ANALYSIS 6.1.1) A) Do you know of packaged drinking water?


Table No 6.1
Answers Yes No respondents 50 0 percentage 100 0

In this question actually taking the help of old customers so in that question the negative response is not included. result of this question is the all respondents are well aware with the packaged drinking water products and with their brand Interpretation: In that question we see the respondents who are actually uses the packaged drinking water products

6.1.1 B) If Yes then which are those ?


Table No 6.1.1
Answers Meridian Aqua Sunrich Aqua Oxy Fresh Kirti Gold Other Total Respondents 12 15 7 5 11 50 percentage 24 30 14 10 22 100

Above table revels that the 30% customers are aware about the brand sunrich aqua. The Sunrich is having the high awareness policies in market and with the help of this the sunrich is most fames brand of packaged dirking water in the Latur city.

Interpretation The above table shows that the 30% of customer are aware about the brand sunrich aqua, 24% of customers are aware about the brand meridian aqua, 22% of customers are aware about the other brands, 14 % of customers are aware about the brand Oxy fresh and 10% of customers are aware about the Kirti gold

6.1.2 Which brand do you generally purchase?


Table No 6.1.2
Answers Meridian Aqua Sunrich Aqua Oxy Fresh Kirti Gold Other Total Respondents 12 16 08 04 10 50 Percentage 24 32 16 08 20 100

Above table revels that the 32 % customers are mostly purchase the brand Sunrich aqua and the second mostly preferable brand for purchase is meridian aqua.. The Sunrich is having the most customers in market and with the help of this the Sunrich is market leader of the Latur city in packaged drinking water Interpretation The above table shows that the 32 % of customer are Purchase the brand sunrich aqua, 24 % of customers are purchase the brand meridian aqua, 20 % of customers are purchase the other brands, 16 % of customers are Purchase the brand Oxy fresh and 08% of customers are purchase the brand Kirti gold.

Q.3) What is your total expenses on purchase of packaged drinking water per day ?
Answers ( in rupees ) Rs .15 Rs 30 Rs 45 Rs 60 Total Respondents 12 23 07 08 50 Percentage 24 46 14 16 100

Above graph revels that the 46 % customers are spend Rs 30 on packaged drinking water products daily. This questions result is that the most of the customers are spend their money of Jar and other related products.

Interpretation The above table shows that the 46% of the customers are spend 30 Rs on the Packaged Drinking Water products, the 24% of the respondents are spend Rs 15 on PWD products , the 16% respondents are spend Rs 60 on PWD products and the 14 % of the customers are spend the 45 Rs on the packaged drinking water.

Q.4) Which size of pack do you mostly purchases?


Table No 6.4
Answers 1/2 ltr bottle 1 ltr bottle 2 ltr bottle 20 ltr jar 20 ltr chilled jar TOTAL Respondents 04 17 02 13 14 50 Percentage 08 34 04 26 28 100

Above graph revels that the 34 % customers are mostly purchased 1 liter bottle of packaged drinking water with the help of respondents we are found that it is the most focusable area. This questions result is shows that with the help of this we are highly focus on the 1 ltr bottle for selling and the other most focusable product is 20 ltr chilled jar

Interpretation The above table shows that the 34% of the customers are purchase 1liter bottle, the 28% are purchase 20ltr chilled jar, the 26% customers are purchase the 20 ltr normal jar , the 08% customers are purchase ltr bottle and the 04% of the customers are purchase the 2 ltr bottle

Q.5) Why you are going to purchase Meridian aqua product?


Table No 6.5
Answers Price is reasonable Quality is satisfied Taste is satisfied Easy available Dont purchase TOTAL Respondents 18 12 05 13 02 50 Percentage 36 24 10 26 04 100

The mostly respondents was mark on price is reasonable means the most of the customers are buy the product when its price is reasonable. The above question is shows that the mostly customers are buy a product by evaluating the price of the product.

Interpretation The above table interpret that the various reasons of purchasing which are Price is reasonable, Quality is satisfied, Taste is satisfied, Easy available, Dont purchase

Q.6) Do you check the M.R.P. of Bottle or jar?


Table No 6.6
Answer Yes Never Sometime Always Total Respondents 23 07 15 05 50 Percentage 46 14 30 10 100

The mostly respondents was mark on price is reasonable means the most of the customers are buy the product when its price is reasonable. The above question is shows that the mostly customers are buy a product by evaluating the price of the product.

Interpretation The above table interpret that the various options which are related to the examine product price by customer

Q.7) Are you satisfied with home delivery service provided by company for 20 ltr jar?
Table No 6.7
Answer Strongly satisfied Satisfied Natural Dissatisfied Strongly Dissatisfied Total Respondents 09 16 14 08 03 50 Percentage 18 32 28 16 06 100

Above graph revels that mostly customers are satisfied by this home delivery services With this question company try to improve the home delivery services. Interpretation Above table shows that the there is many respondents are i.e 32 % satisfied with the home delivery services respondents mention that the neutral means they are not satisfied nor dissatisfied i.e. 28%, 18% respondents are strongly satisfied, 16% respondent is dissatisfied and the 06% customers are strongly dissatisfied by this home delivery services which is provided by the company

Q.8) Are you satisfied with our brand Meridian Aqua?


Table No 6.8
Answer Strongly satisfied Satisfied Natural Dissatisfied Strongly Dissatisfied Total Respondents 07 23 16 03 00 50 Percentage 14 46 32 06 00 100

Above graph revels that the 34 % customers are mostly purchased 1 liter bottle of packaged drinking water with the help of respondents we are found that it is the most focusable area This questions result is shows that with the help of this we are highly focus on the 1 ltr bottle for selling and the other most focusable product is 20 ltr chilled jar

Interpretation The above table shows that the 34% of the customers are purchase 1liter bottle, the 28% are purchase 20ltr chilled jar, the 26% customers are purchase the 20 ltr normal jar , the 08% customers are purchase ltr bottle and the 04% of the customers are purchase the 2 ltr bottle

Q.9) Do you see any advertises of packaged drinking water?


Table No 6.9
Answers Yes No Total respondents 47 03 50 percentage 94 06 100

the above graph shows that the mostly customers are well aware about the advertizing of packaged drinking water. This question is helps to the researcher to get the feedback of customers for watching the advertizing Interpretation In that question we see the respondents who are actually who are mostly uses the packaged drinking water.

Q.10) If yes, in which media?


Table No 6.10
Answer News paper T.V poster Other Total Respondents 23 07 15 05 50 Percentage 46 14 30 10 100

Revels that the 46 % customers are see the advertise in news paper and remaining are the see advertise in T.V, poster, and other media like internet they have been see.

Suggestions

By analyzing the market situation and interacting with the dealers, distributors and customers and spending 60 days time in the ground level market the researcher has suggested the recommendation to the company. Suggestions as follows: 1. Company should launch brand awareness program for customers and retailers and should keep it on regular basis. 2. The company should have to go for advertising campaigning through various Medias such as broachers, wall paintings, hoardings, internet etc. 3. Company should have to more focus to their distribution channels and also should have to develop their transportation system with efficient staff. 4. The Meridian aqua product distributes the all shops like bus stand, drugs shop, etc. 5. Company has to give attractive offers and seasonal schemes for retailers as well as customers to increase the sales. 6. Use the home delivery service for 20 ltr chilled jar as well as boxes of 2 ltr.for increasing the sales

Conclusion
The researcher has undergone a project on Market Research for Brand Awareness and Competitive Analysis of Packaged drinking water Industries. The competitive study and brand awareness give a lot of information about market and competitors and it help to the marketers for deciding business, corporate and functional strategies .In this competitive Packaged Drinking Water industry the customers want new less price and more quantity of water. at the present situation in the market place there are almost 20 to 25 product company are there with different verities of product are available. In this situation the organization has a very good image in the market ,overall the shree industries Pvt. Ltd. latur are at the second number position in the market ,just after the Sunrich i.e Mundada food company/corporation latur. After conducting a brand awareness programmed & competitive analysis programmed in the Latur district of the Maharashtra state, it is find that the company has regularly gone through this kind of the brand awareness programmed and market research for increase there market share, and sustain strongly in the industry.

Bibliography
10.1 Reference Books: Marketing Management:

1. Philip Kotler, Person Education, Singapore, 11th Edition, 2003. 2. C.R. Kothari, Research Methodology, vishwa Prakashan, New Delhi, Second Edition, 1998. 3. Marketing research,- Vanished Pabalkar,(Nirali prakashan)1St edition,Sep-2009. 4. Marketing Management-13th edition.(kotler,kellar,koshey,jha) 10.2 Websites:

www.wickipedia.com
www.scbrid.com

For Retailer Customer Name: Party Name: Postal Address: E-Mail: Telephone No: Mobile No: Date:
Q1.) Which brands do you know of drinking water? A)_ _ _ _ _ _ _ _ C) _ _ _ _ _ _ _ _ b)_ _ _ _ _ _ _ _ d) _ _ _ _ _ _ _ _

Q.2) which brand you will prefer most for packaged drinking water? 1. Meridian 3. Oxyfresh 2.sunrich 4.any other.

Q.3) what size of pack do you generally purchases? A. 250 ml pouch. E. 20 ltr chilled jar B. 1 ltr f. ltr C. 2 ltr G. Any other d. 20 ltr jar

Q.4) how often do you purchase packaged drinking water in a month? A. More often C. Rare b. Often d. Very rare

Q.5) what do you think while purchasing packaged drinking water? Purity Purity and quality Seal & packaging Brand name Availability Taste

Q.6) which factors can change your brand preference? i. ii. iii. Quality Quantity Price

iv.

Availability

Q.7) Where & how we can increase the availability of our product, meridian aqua in the market? 1. Hospital 4. Street hawkers 2.School & college 5.home 3. Shop 6. Any other ( __________)

Q.8) do you use 20 ltr jar of packaged drinking water? A) Yes b) No

Q.9) have you heard about our free home delivery service of 20 ltr jar ? A) Yes Q.10) is the price justified by the company? A) Yes b) No b) No

If no then reason (_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _) Q.11) How do you purchase a drinking water product? A) Cash b) Credit

Q.12) companies pricing & discount policies. (at least 5 companies) Sr. No. 1 2 3 4 5 MERIDIAN AQUA SUNRICH OXYFRESH KIRTI GOLD AQUA CARE Name of company Credit no. Of Discount % days Other benefits %

Q.13) what would you like to suggest for the betterment of our company? Your suggestions:____________________________________________________________________ ____________________________________________________________________________________
______________________________

For customers
Name : Total Demand (variety) : Postal Address :
Education:

Telephone No : Date :

Q.1 ) A) Do you know of packaged drinking water?


Date:

1) Yes

2) No

B) If Yes then which are those ? 1. Meridian 4. Kirti gold 2. Sunrich 5. Other 3. Oxy Fresh

Q.2) Which brand do you generally purchase?

1. Meridian 4. Kirti gold

2. Sunrich 5. Other

3. Oxy Fresh

Q.3) What is your total expenses on purchase of packaged drinking water per day ?

1. 20 3. 40

Rs. Rs.

2. 30 3. 50

Rs. Rs.

Q.4) Which size of pack do you mostly purchases? A. 1 ltr bottle D. 20 ltr chilled jar B. 2 ltr bottle E. ltr bottle C. 20 ltr jar F. Any other

Q.5) Why you are going to purchase this product? (1) Price is reasonable (2) Quality is satisfied

(3) Taste is satisfied

(4) Taste is satisfied

(5) Dont purchase

Q.6) Do you check the M.R.P. of Bottle or jar? 1) Yes 3) Sometime 2) Never 4) Always

Q.7) Are you satisfied with home delivery service provided by company for 20 ltr jar?
1) Strongly satisfied

2) satisfied

3) Natural

4) Dissatisfied

5) Strongly Dissatisfied

Q.8) Are you satisfied with our brand Meridian Aqua? 1) Strongly satisfied 4) Dissatisfied 2) Satisfied 3) Natural

5) Strongly Dissatisfied

Q.9) Do you see any advertises of packaged drinking water? 1) Yes 2) No

Q.10) If yes, in which media? 1) News paper 2) T.V 3) Poster 4) Other