A

PROJECT REPORT
ON

"A Market Research for the Brand Awareness and Competitive Analysis of
Packaged Drinking Water"
FOR
"Shree Industries Pvt.ltd Latur (Meridian aqua)"

BY
"MR. Ingle Rahul Mahadev"

UNDER THE GUIDANCE OF

"Prof. Deepak Bachuwar

SUBMITTED TO
"UNIVERSITY OF PUNE"
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE
DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)
2010-2012

THROUGH
VIDYA PRATISHTHAN'S INSTITUTE OF INFORMATION TECHNOLOGY,
BARAMATI, 413 133.

CERTIFICATE
This is to certify that Mr. Ingle Rahul Mahadev is a bonafide
student of our Institute. He has successfully carried out his Summer Project
entitled A market research for the brand awareness and competitive
analysis of packaged drinking water for Shree industries Pvt.ltd
Latur
This is the original study of Mr. Ingle Rahul Mahadev. The
report is submitted in partial fulfillment of the requirement for the award of
the degree of Master of Business Administration (MBA) 2010-2012 as per
the rules of the Pune University.

Dr. A. B. Kharpas
(H.O.D. , V.I.I.T)

Dr. Amol C. Goje

(Director, V.I.I.T)

External Examiner's Name

Signature

1.__________________________________

_____________

2.__________________________________

_____________

GUIDE CERTIFICATE

This is to certify that Mr. Ingle Rahul Mahadev has completed his project on
A market research for the brand awareness and competitive analysis of packaged
drinking water with special reference to Shree industries Pvt.ltd Latur under my
guidance satisfactorily.
The project work is of original nature and not copied from any other earlier project work
and further no part of it has been submitted to any other University as a Partial
fulfillment of condition for passing any examination.

Place: - Baramati
Date: -

Prof. Deepak Bachuwar

(VIIT, Baramati)

DECLARATION

I undersigned hereby declare that the summer project under the title A market
Research for The Brand Awareness and Competitive Analysis of Packaged
Drinking Water. Written and submitted under the guidance of Prof. Deepak
Bachuwar is my original work. The empirical findings in this work are based on the
data collected by myself. While preparing this report, I have not copied contents form
any other report or source.
I have prepared this report independently and I have gathered all the relevant
information personally.
I have prepared this project for partial fulfillment of M.B.A. (Marketing) Post Graduate
Course.
I also agree in principle not to share the vital information with any other person outside
the organization and will not submit the project report to any other university.

Place-

(Ingle Rahul Mahadev)

Date-

ACKNOWLEDGEMENT
4

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.
I am kindly thankful of our Director Dr. Amol Goje sir and project guide Prof. Deepak
Bachuwar for their expert knowledge and enthusiastic guidance for completion of my
project. I would also like to thanks all my friends and all VIIT family for their kind
support in completion of my 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.

Ingle Rahul Mahadev

INDEX

Chapter No. Name of Chapters

Page No.

Introduction of the study

Company Profile

Conceptual background and Theoretical background

Research Methodology:

Data Analysis & Interpretation

Findings & Observations

Suggestions & Conclusion

Limitations

Bibliography

10

Annexure

Chapter No.1
Introduction of the study

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 industries 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 four (4) competitors
are present in the market at the present time in the area of the Latur district of
Maharashtra. The data collected from the 06 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 solves practices in the industry.
In this competitive era it is very essential for any business organization to keep them
update with the all market information to face the customer and satisfy there need &
demands. In this ever changing world of marketing its very important that to study
the competitors analytically, in that study the actual product of the competitors, study
the existing marketing strategy to promote and sell the product. Acquired the
knowledge and information as a feedback to increase the market share and maximize
the profit.
The company has planned to the strengthen distribution network & home delivery
service, credit & pricing policies their market position and also meets the customers
demands and try to satisfy them. Initially interacting within the dealers, distributors and
customer to one by one interaction for the brand awareness. To analyses the position of
the brand in the existing market. After the data collection of the researcher has analysis
and interpreted it in from of table, charts & graphs.
The researcher has found the major findings after interpretation and given the
suggestions to the organization such as to develop the brand and create the No 1
position in the Packaged Drinking Water in the Latur market.
Analytical and comparative study of existing top competitors in market in the
specific geographical area. Analysis the performance on their brands and respective
products in the market and the brand awareness among distributors, dealers,
customers. This can be done by carrying observation, personal interview and
questionnaire and person to person interaction for brand awareness and to know the
satisfaction level of customer.
Doing so researcher as marketing students get a brief exposure of marketing
management by understand perception and motives to drag to the middlemen and
customers. After the analysis and interpretation of data it is found that the almost 50 -

60% of the customers aware of the brand and they are satisfy with the products and
its performance and after sales service and various offers provided by companies
staff. In overall findings shree industries pvt.ltd.(meridian aqua) having the second
position in Packaged drinking water industry market in the specific geographic
region and company has to strengthen their distribution network because demand for
the Meridian aqua for all varieties in the market day by day.
Brand awareness is a measure of how many people in a target market know that a
brand exists. It is usually expressed as a percentage of the demographic of interest.
Companies work hard to promote and maintain brand awareness, especially when
they make products that compete with numerous similar products. By having a
memorable brand that stands out, a company can increase the chance that consumers
will purchase its products when presented with a choice between the known brand
and lesser known or unknown brands.
There are two components of brand awareness. The first is brand recall, which refers
to whether or not people can name a brand or are vaguely familiar with it. Brand
recall can be measured in two different ways. People can be asked to name a list of
brands associated with a particular product or idea or they can be prompted with
specific brands and asked if they are familiar. A marketing researcher might ask, for
example, for a list of sodas, or ask a subject if the brand Pepsi is familiar
Brand recognition is the other facet of brand awareness. Recognition refers to how
well people connect a brand with products, ideas, tag lines, and other attributes.
Consumers may know a brand's name, but nothing else about it, in which case the
product has poor brand recognition. On the other hand, people who associate a
characteristic like safety, luxury, or a company tagline with a product are
demonstrating brand recognition. They are familiar both with the brand itself and
with traits associated with it.
When companies study brand awareness, they look at both positive and negative
perceptions of the brand. In this case, bad publicity is still publicity, and even
when people have negative opinions about a brand, they are still aware of it.
Understanding negative perceptions can also allow a company to address those
perceptions with targeted marketing campaigns and other steps. Such campaigns may
change consumer opinions and promote positive brand recognition.
In the present packaged drinking water market in the market place there are almost 250
national & also multinational packaged drinking water companies .in this throat
condition each company want to take a competitive advantage of the others and want to
acquire the no.1 market share . during this project work we have trying to analyze the
Latur dist market situation ,and conducted the competitive analysis for the same, we
found that in Latur district of the (Maharashtra) the Sunrich Aqua (Maharashtra

Company) is the market leader in the Latur market and the Shree Industries Pvt.ltd. is at
the no second position.
Top 3 competitors are as follows:1] Mundada foods pvt.ltd. (sunrich)
2] Mahlaxmi beverage pvt.ltd (Oxyfresh)
3] 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.

10

Chapter No. 2
Objectives of the study

Objectives of the Study

11

3.1 TITLE OF THE STUDY

A Market research for Brand Awareness and Competitive Analysis of Packaged
Drinking Water.

3.2 OBJECTIVES OF THE STUDY

1

To know about the various brands of packaged drinking water.

To carry out competitive analysis of packaged drinking water industries.

To find out the awareness of these brands among the customer.

To study the impact of customers complaints on brand image.

To find out the market share of various companies in packaged drinking water.

To give suggestion about strategies to be defined for meeting the upcoming

challenges.

3.3 NEEDS AND IMPORTANCE OF THE STUDY

The basic aim of each and every organization is to maximize profit with
minimum expenditure. So there was a need to carry study in achieving following aspects
of the organization:
Increase the market share by exploring the product and services.
Increase the sales and maximize profit.
To determine the new market opportunities.
Determine Marketing mix.
3.4 IMPORTANCE OF STUDY FOR RESEARCHER
Firsthand experience of ground level marketing.
How business can be developed by utilizing available resources.

3.5 Scope of the study :At the present situation in the packaged drinking market there are almost 12 to 13
companies .so in this competitive it is very essential to know the market situation .for

12

that purpose the brand awareness &competitive analysis is very significant through this
analysis organization will also create there marketing strategies that will generate a asset
which will provide a distinct and enduring competitive advantage.
The study is carried out in Latur district in the Maharashtra state.

The study give us the information about consumers expectation.

It will help to know the position of company brand in the market place.
The study gives us the information about competitors.
It help us to know that the customers satisfaction level.
It also helps to know the market share of the organization.

13

Chapter No. 3
Company Profile

COMPANY PROFILE
Name and Address of Company:

14

Shree industries pvt. ltd. (MERIDIAN

AQUA)
Kalamb Road,
Latur- 413531 (India).
Tel.: +91-2382- 222221
Fax: +91-2382- 222221
E-mail: meridianaqua@rediffmail.com
Website: www.meridianaqua.com
shree industries (Meridian aqua) strongly believes 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 the 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

15

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
these such Impurities totally removed.

1.
2.
3.
4.
5.
6.
7.

Purification Stages
pretreatment :- Disinfection or scale deposition.
water softener:- softening g water.
media fitter:- sand & carbon filter.
Prefilled :- 5 ll & 10 ll filters.
Reverse 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.
Shree industries (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

16

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 ,1/2 ltr, 2ltr bottles are 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 dealer and distributor in Maharashtra. We provide support to our dealer
and distributors 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.

List of talukas

1) Ahmadpur, Ausa, Latur, Renapur, Chakur, Nilanga, Udgir, Jalkot, Shirur antapal,
Deoni

17

Chapter No.4
Review of Literature

REVIEW OF LITERATURE
4.1 BRAND AWARENESS:The ultimate goal of most businesses is to sales and income. Ideally, you want to
attract new customers to your products and encourage repeat purchases. Brand

18

awareness refers to how aware customers and potential customers are of your business
and its products. Achieving successful brand awareness means that your brand is wellknown and is easily recognizable. Brand awareness is a crucial to differentiating your
product from other similar product and competitors.
The likelihood that consumers recognize the existence and availability of companies
product or service. Creating brand awareness is one of the key step in promoting a
product. Brand awareness is an important way to promoting commodity related product.
This is because for this product, there are very few factors that differentiated one product
from its competitors. Therefore, the product that maintain the highest brand awareness
equates to higher sales and also serve an economic moat that prevents competitor from
gaining more market share.
Brand awareness is a measure of how many people in a target market know that a brand
exists. It is usually expressed as a percentage of the demographic of interest. Companies
work hard to promote and maintain brand awareness, especially when they make
products that compete with numerous similar products. By having a memorable brand
that stands out, a company can increase the chance that consumers will purchase its
products when presented with a choice between the known brand and lesser known or
unknown brands.
There are two components of brand awareness. The first is brand recall, which refers to
whether or not people can name a brand or are vaguely familiar with it. Brand recall can
be measured in two different ways. People can be asked to name a list of brands
associated with a particular product or idea or they can be prompted with specific brands
and asked if they are familiar. A marketing researcher might ask, for example, for a list
of sodas, or ask a subject if the brand Pepsi is familiar.
Brand recognition is the other facet of brand awareness. Recognition refers to how well
people connect a brand with products, ideas, taglines, and other attributes. Consumers
may know a brand's name, but nothing else about it, in which case the product has poor
brand recognition. On the other hand, people who associate a characteristic like safety,
lingerie, luxury, or a company tagline with a product are demonstrating brand
recognition. They are familiar both with the brand itself and with traits associated with
it.

19

When companies study brand awareness, they look at both positive and negative
perceptions of the brand. In this case, bad publicity is still publicity, and even when
people have negative opinions about a brand, they are still aware of it. Understanding
negative perceptions can also allow a company to address those perceptions with
targeted marketing campaigns and other steps. Such campaigns may change consumer
opinions and promote positive brand recognition.
4.1.1 BRAND AWARENESS PLAN:
The major components of a plan to develop brand awareness are:

Identifying and understanding your target customers.

Adding Value through packaging, location, service, special events,

facilities and offers.

Advertising.
After sale follow up and customer relationship management.

Targeting the right audience to crucial to your success. That you need a plan along with
specifics actions that increase awareness of your brand amongst your customers.
Throughout the entire process of creating a brand, it is of utmost importance to consider
how that you do will increase brand awareness.
4.1.2 WHY BRAND AWARENESS IS IMPORTANT:

Do potential customers know you exist?

Why pay more for products rather than from a less expensive alternative?
In future, and for the sake of your business, it is your best interests to take action to
increase awareness of your hand. It is important to keep working at the issues and
activities identified above .pay attention to how customers are responding to products
and packaging, displays and messages. Look for way to improve the image you are
trying to get across. Ask your customers for suggestions.
Work to maintain a consistent position in the market place. This can mean a location and
regular times where customers can reliably expect to find you.
4.1.3 ADVERTISING:

20

Obviously advertising is an important way to have your brand and products become
known to consumers. But the message conveyed at the place of purchase is equally
important and should leave your targeted customers with a consistent impression of your
business and its products.
4.2 COMPETITIVE ANALYSIS:
Competitive analysis is the process of the identifying the performance and marketing
strategy of the competitive brands or products in the market place. In order plan and
effective marketing strategy, marketers need to know that about the competitive
environment and to find out

all they can about the competitors product, prices,

communication channels quality and service so as to areas determine of competitive

advantage and disadvantage. Competitive analysis is the practice of analyzing the
competitive environment in which your business operates (or wishes to operate),
including strengths and weaknesses of the businesses with which you compete, strengths
and weaknesses of your own company, demographics and desires of marketplace
customers, strategies that can improve your position in the marketplace, impediments
that prevent you from entering new markets, and barriers that you can erect to prevent
others from eroding your own place in the market.
Competitive analysis has long been a cornerstone of overall competitive strategy for
multinational conglomerates and "mom and pop" stores alike. Moreover, business
experts note that competitive analysis transcends industry areas; indeed, the practice is
deeply relevant to all industries. For example, Folio contributor Bruce Sheiman provided
a synopsis of the importance of competitive analysis to the magazine industry that is
fairly representative: "First, it is critical to discover whether a competitor is encroaching
on your proposed magazine's editorial or market franchiseor, indeed, whether a
competitor renders your magazine idea superfluous. Second, competition helps to define
a magazine's market position. I've seen business plans stating that the proposed
magazine would have no competition. This is naive. Every magazine has competition
and needs competition. Third, competitive magazines give you benchmarks. By studying
your competitors, you can learn much about developing your magazine's editorial,
circulation, and advertising strategies. And you can determine your revenue and
profitability prospects." Competitive analysis is of similar importance to muffler shops,

21

office furniture manufacturers, photofinishing laboratories, and countless other types of

business enterprises.
4.2.1 ELEMENTS OF COMPETITIVE ANALYSIS
There are several important elements of competitive analysis, each of which need
to be carefully studied if one hopes to transform competitive analysis activities into
business profitability. Major aspects of competitive analysis include the following:
4.2.2 DEFINING COMPETITORS:"The first step [in competitive analysis] is to define your universe of
competitors," wrote Sheiman, who warned that both unduly broad definitions and
excessively narrow definitions of competition can compromise the effectiveness of
competitive analysis. Some businesses may offer products or services that largely mirror
those offered by your own company, while others may only dispense one or two
products/services that compete with your company's offerings. The business conducting
the competitive analysis has to decide whether latter examples of competition are
incidental or whether they present a potential threat (either now or in the future) to the
business's financial well-being. Consultants and business experts also recommend that
small business owners scan the horizon for potential as well as current competitors. As
Management Review 's Oren Harari stated, "the gumption of entrepreneurs coupled with
the 24-hour electronic flows of capital they can access worldwide means that
competitors suddenly turn up out of nowhere, and traditional barriers to entry in any
business fall like bricks in an earthquake."

4.2.3 ANALYSIS OF COMPETITOR STRENGTHS AND WEAKNESSES

Once a company's universe of competitors has been defined and identified, it can
start on the process of identifying the strengths and weaknesses of those competitors.
Abrams cautioned that many small business owners are tempted to place undue weight
on the quality of the product or service they offer (or plan to offer, in the case of new

22

businesses). This may be a comforting thought, admitted Abrams, but it betrays a

fundamental misunderstanding of how business works: "The objective features of your
product or service may be a relatively small part of the competitive picture. In fact, all
the components of customer preference, including price, service, and location, are only
half of the competitive analysis. The other half of the equation is examining the internal
strength of your competitors' companies. In the long run, companies with significant
financial resources, highly motivated or creative personnel, and other operational assets
will prove to be tough, enduring competition."
There are two main questions that cut to the heart of this element of competitive
analysis: What key advantages do the competing businesses possess in the realms of
production management, marketing, service reputation, and other aspects of business
operation? What key vulnerabilities or weaknesses do the competing firms have in these
same areas?

Of course, examination of a competitor's strengths and weaknesses also requires

separating important advantages (intense customer loyalty, for instance) and
disadvantages (reputation as a polluter) from less important advantages (a larger parking
lot, perhaps) and disadvantages (older forklift machinery). Studying the reasons behind
the successesand failuresof competitive firms

Major issues that motivate customers.

Major component costs.

Barriers to mobility within the industry.

4.2.4 : ANOTHER IMPORTANT ELEMENT OF COMPETITIVE ANALYSIS:

Is determining what your own company's strengths and weaknesses are. What
aspects of the company's operation convey an advantage in the marketplace? Is your
sales force composed of bright, ambitious individuals? Does your company have an

23

advanced inventory management system in place? Do you have an employee with a

talent for advertising and/or marketing? Once a company has determined its strengths, it
can go about the process of utilizing those strengths to improve its position in the
marketplace. Conversely, an examination of internal weaknesses (uninspired product
presentation, recalcitrant work force, bad physical location, etc.) should spur initiatives
designed to address those shortcomings.
4.2.5 ANALYSIS OF CUSTOMER NEEDS AND WANTS
Learning about customer needs and wants is an important part of competitive
analysis as well. Customer priorities should become your business's priorities. In
addition, small businesses should take care that they not limit their study to priorities
that are already manifested in the marketplace. Indeed, new product development and
new innovations in service are essential to business success in any industry. Business
owners and managers need to studyand thus anticipatefuture customer needs and
wants as well those needs and wants that are currently being addressed.
4.2.6 STUDYING IMPEDIMENTS TO MARKET FOR YOU AND YOUR
COMPETITION:Businesses seeking to enter new markets typically have to grapple with several
different barriers. Some of these can be surmounted without inordinate difficulty, while
others may be so imposing that they preclude launching a campaign. Abrams cited
several common barriers to entry for new competition:

PatentsThese provide some protection for new products or processes

High start-up costsIn many cases, this barrier is the most daunting one for small
businesses

KnowledgeLack of technical, manufacturing, marketing, or engineering expertise can

all be a significant obstacle to successful market entry

Market saturationIt is a basic reality that it is more difficult to carve out a niche in a
crowded market than it is to establish a presence in a market marked by relatively light
competition

24

"Realistically, few barriers to entry last very long, particularly in newer industries,"
concluded Abrams. "Even patents do not provide nearly as much protection as is
generally assumed. Thus, you need to realistically project the period of time by which
new competitors will breach these barriers."
4.2.7 BUILDING STRATEGIC PLANS TO IMPROVE MARKETPLACE
POSITION:Once a small business owner has attended to the above requirements of
competitive analysis, he or she can proceed with the final element of the practice:
building a strategic plan that reflects the findings. Strategic plans should touch on all
areas of a business's operations, including production of goods and/or services,
distribution of those goods and/or services, pricing of goods and/or services, and
marketing of goods and/or services.

4.2.8 ELEMENTS OF THE COMPETITIVE ANALYSIS:

There are several important element of the competitive analysis, each of which
need to be carefully studied if one hopes to trans from competitive analysis activities
into a business profitability .major aspects of the competitive analysis include the
following:4.2.9 DEFINING COMPETITORS:
It is the first step of the competitive analysis is that to define the list of your
universe of competitors.
2] Analysis of the competitors strength &weakness.
Once a companys universe of the competitors defined and identified ,it start on the
process of the identifying the strengths and weakness of those competitors .in a long run
companies with significant financial resources highly motivated to create a personal ,and
other operational assets will prove to be tough , enduring competition.

Studying the reasons behind the successes-and failures-of competitive firms.

Major issue that motivate the customers.

25

Major component cost

Barriers to mobility within the industry.

4.2.10 ANALYSIS OF THE INTERNAL STRENGTHS AND WEAKNESSES
Competitive analysis is determining what your own company strength and
weaknesses are. What aspects of the companys operation convey advantages in the
marketplace? Ones a company determining his strengths, it can go about the process of
utilizing those strengths and improve to its position in the marketplace. Conversely, an
examination of internal weakness should spur initiatives designed to address those
shortcomings.
4.2.11 ANALYSIS OF CUSTOMER NEED &WANTS.
Customer priorities should become your businesss priorities. Business owners
and managers need study and thus anticipate future customer needs and wants that are
currently being addressed.
4.2.12 STUDYING IMPEDIMENTS TO MARKET FOR YOU AND YOUR
COMPETITION.
Business seeking to the center to new markets typically has to grapple with
several different barriers.

Patents-these provides some protection for the new products and processes

High start up cost-in many cases, this barriers is the most daunting for the small business

Knowledge lack technical, manufacturing ,marketing, or engineering expertise can all

be a significant obstacle to the successful entry

Market saturation it is a basic reality that it is more difficult to curve out a niche in a
crowded market than it is to establish a presence in a market by relatively light
competition
4.2.13 COMPETITOR ARRAY
One common and useful technique is a constructing a competitors array.

26

The step includes:

Define your industry

Determine who are your competitors

Determine who are your customers are and what benefit they expect

Determine what the key success factors are in your industry

Rank the key success factors by giving each one a weighting the sum of all the
weightings must add up to one

Rate each competitors on each of the key success factors

Multiply each cell in the matrix by the factor weighting.

4.2.14 PRODUCTS:

Product line

New product development, new product success rate

Brands, brands loyalty, and brand awareness

Quality control conformance

Reserve engineering
4.2.14 MARKETING:

Segments served ,market shares, customer base, growth rate, and custom loyality
Promotional mix, advertising, sales force success rate

Distribution channel used (direct & indirect), exclusivity agreements, alliances and
geographical coverage, mode of transportation.

Pricing, discount and allowances.

The facilities, offers.

27

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

Distribution

Pricing

Promotion

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.

28

Chapter No. 4

Research Methodology

Research Methodology

29

5.1 RESEARCH:Research is defined as The process which includes defining and redefining
problems, formulating hypothesis or suggested solutions; collecting, organizing and
evaluating data; making deduction and reaching conclusion; and at the last carefully
testing the conclusions to determine whether they fit the formulating hypothesis.
-Clifford Woody
The research is an original contribution to the existing stock of knowledge making for its
advancement. It is the pursuit of truth with the help of study, observation, comparison
and experiment.
Research Methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done significantly. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind it. Research design plays an important role in collecting
useful information in cost effective manner. The flow of the research process is decided
first hand, so that the conduct of the research does not take an incorrect diversion from
its objective. Research comprises defining and redefining problems, formulating
hypothesis, collecting, organizing, evaluating data; making deduction and reaching
conclusion and at last carefully testing the conclusion to determine whether they fit the
formulated hypothesis:
Research Methodology consists following:
Hypothesis
Hypothesis simply means a mere assumption or some supposition to be proved
or disproved but for researcher it is a formal question that he intends to resolve.
Hypothesis of the project is the assumption or a proposition made by the project. A
hypothesis consists either of a suggested explanation for a phenomenon or of a reasoned
proposal suggesting a possible correlation between multiple phenomena.
The assumption be true or false is to be proved through completion of project.

The hypothesis for this project is as follow:-

30

1.
2.
3.
4.

Meridian aqua is market leader in Latur district.

Meridian aqua is not market leader in Latur district
Meridian aqua is having brand awareness Latur district.
Meridian aqua is not having brand awareness Latur district

FLOW CHART OF THE RESEARCH PROCESS

DEFINE RESEARCH PROBLEM

REVIEW THE LITERATUR

FORMULATING HYPOTHESIS

RESEARCH DESIGN

DATA COLLECTION

ANALYSIS OF DATA

DATA ANALYSIS AND REPORT

RESEARCH DESIGN:

31

Research design is nothing but the master plan for the actual research. It is a
frame work for carrying out research activities it comprises of series of prior decisions.
Master plan for this research for as follows:TYPE OF RESEARCH DESIGN:
There are three types of research design
(a) Exploratory
(b) Descriptive &
(c) Causative
These categories differ significantly in terms of research purpose. The type of
research conducted is Causative Research. Causative research is done to establish a
cause and effect relationship, for example, the influence of income and lifestyle on
purchase decisions. The researcher may like to see the effect of rising income and
changing lifestyle on consumption of selected product. The consumer may taste the
hypothesis that, as income increases or lifestyle changes, more elite and state of the art
products are likely to be bought.
5.4 DATA SOURCES:
There are several ways of collecting the data, which differ considerably in context of money, time
and other resources at the disposal of researcher.
There are mainly two type of data:
A) Primary Data
B) Secondary Data

5.4.1 The source/ methods of data collection:

1. Primary Methods:
These are methods which are used to collect the data from the actual field. In
these methods students are suppose to prepare the questionnaires which should be
appropriate and limited containing such which gives the full information. These
questions are asked to the selected group of people and information is collected.

Interview Method:

32

In this method the group of people is selected and the prepared questionnaires are
asked to them. Questions can be the open ended or close ended or both.

Open-ended: Questions are the questions, which are having

explanatory answers, suggestion.

Close-ended: Questions are the questions which are having fixed

answers. e.g.: Yes/No type of questions.

Oral interview: In this method interviewer ask questions to
interviewee orally and data is collected in the record book.

5.4.2 Secondary Data:

The secondary data is that which are not originally collected but rather obtained
from published or unpublished sources. It is already exists and has been collected and
analyzed by someone else for some other purpose but it is also useful for someone who
requires information needed for carry the study having same or related problem.
Here the secondary data is collected through the literature available from the company
2. Secondary Methods:
These are the methods, which are carried out to collect the data from indirect
sources. In these method students need not to go in the direct market to collect the Data.
These methods are:

Data from the Company:

In this methods the past data of the company is collected such market area,
distribution channels, product costing etc. Also we get the information about the growth
the company.

Data from the Internet:

This is of the latest methods of data collected. We can collect the information like
Company history, the product range of the company, company objectives and welfare
activities of company etc.
Sampling Techniques: (Random Sampling)
These are the techniques used to decide the type and size of the samples used for
the data collection. Samples are collected randomly.

33

5.4.3 Sampling Techniques:

It refers to that the individuals who are interviewed in the study. The Sampling
technique followed by the researcher is the simple random sampling and it were
the distributors, retailers, and customer. The sample selected were majorly renowned
dealers, distributors and customers in the Latur district of the Maharashtra. This is the
area from where the samples are selected. We had selected

the Latur district for

sampling, as this was the area where company was having the large sale of meridian
aqua in the Latur District. Record, internet and websites and by referring magazines,
reference books, journals, daily newspapers & records of other companies etc.

The selected sample was from the Latur district:

AREA:- LATUR District

TAHSILS:- 10
Name of the: Talukas
1) Ahmadpur
2) Ausa
3) Latur
4) Renapur
5) Chakur
6) Nilanga
7) Udgir
8) Jalkot
9) Shirur antapal
10) Deoni

5.4.4 Sample size:

The total sample size was
1) Retailers - 50
2) Customer 50

34

5.4.5 Research Process:

The research Process that was used involves following processes:
1] Define the research objectives and problem areas.
2] Review concepts and theories
3] Research Design
4] Collect information
5] Analyze and interpret the information
6] Present the findings
7] Make the recommendations and conclusion
8] Report
Methods of Data Interpretation:
Data interpretation means arranging the collected the proper manner and
representing the information by using following tools of data interpretation.
1.TABLE :- Table normally consists of rows and columns in which parameters and
reading are arranged in format.

2.GRAPHS :- Graphs representing the information in two i.e. X axis & Y axis.

35

6
5
4
3
2
1
0

Series 1
Series 2
4
go
ry

Ca
te

go
ry

2
Ca
te

eg
or
y

Ca
t

Ca
t

eg
or
y

Series 3

3.CHART: The pie charts are the tool of interpretation, which representing information
in the segments. It differentiates between the data by varying colors.

Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

36

CHAPTER NO 5
DATA ANALYSIS AND INTERPRITATION

37

DATA ANALYSIS AND INTERPRITATION

For customers questioner

38

6.1.1 ) A) customer awareness about packaged drinking water.

Table no 6.1.1
Answers

Respondents

Percentage

Yes

50

100

No

(Source - primary data)

Interpretation:
The above table shows that the entire customers i.e. 100 % purchase the packaged drinking
water. The customer awareness about the packaged drinking water is satisfactory.
Conclusion
All respondents are well aware with the packaged drinking water products and with the brand.

39

6.1.1 B) Brand awareness regarding the companies of packaged drinking water in Latur
city?
Table no. 6.1.1(B)
Respondents
Yes
No
Total
33
17
50
41
09
50
30
20
50
24
26
50
16
34
50

Companies
Meridian Aqua
Sunrich Aqua
Oxy Fresh
Kirti Gold
Other

Yes%
66
82
60
48
32

Percentage
No%
Total%
34
100
18
100
40
100
52
100
68
100

(Source - primary data)

Interpretation
The brand awareness is the concept which is very popular in all the organizations. The brand
awareness means the customer is personally known to the brand which is available with the
product. The various companies are carrying out the publicity for their products to increase the
brand awareness among the targeted customers.
Graph no 6.1.1(B)

the
r
O

irt
iG
old
K

xy
Fr
es
h

Respondents Yes
Respondents No

M
er
idi
an
Aq
ua
Su
nr
ich
Aq
ua

45
40
35
30
25
20
15
10
5
0

Conclusion
The brand awareness is very important part of any organization and with the help of various
advertizing campaigns company tries to increase their brand awareness among the customers.
The Meridian aqua company of packaged drinking water is on the 2 nd position in brand
awareness and the Sunrich aqua is having the maximum brand awareness. So from the above

40

data we conclude that these companies are taking more efforts on the advertizing and the other
activities which are helpful for brand awareness.

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

(Source - primary data)

Interpretation
The sale of the product is very important for any company and every company tries to maximize
its sale. This is the reason why the companies always take much effort to introduce their product
to the targeted customers. They try to attract these customers with the help of better product
design, low price, quality of the product, appearance etc.
Graph no. 6.1.2

20%

24%

Meridian Aqua
Sunrich Aqua

8%

Oxy Fresh
Kirti Gold

16%

Other
32%

Conclusion

The Sunrich aqua is the very high demand in the targeted market after that the customers
are prefer the product of meridian aqua so on the above data we said that the both the

41

companies are always try to attract their customers and they always try to increase the
availability of their product where the product demand is high.

Q.6.1.3) Total expense on purchase of packaged drinking water per day.

Table no. 6.1.3

Amount in Rs.

Respondents

Percentage

15

12

24

30

23

46

45

07

14

60

08

16

Total

50

100

(Source - primary data)

Interpretation
This point shows the information about the daily expenses of customers on the packaged
drinking water. with the help of this data, company tries to find out the exact calculation of
customers expenses on their product and if the customers spent more money on the small
products then they try to convince their customers to purchase the other products which are
available in less investment and get large benefits.
Graph no. 6.1.3

Chart Title
16%

24%

14%

Answers
15
30
45

46%

60

42

Conclusion
Form the above data we see that most of the customers spent 15-30 Rs daily on the
packaged drinking water products. Most of the customers purchase 1 liter bottle daily for
drinking purpose. If they spent Rs 15-30 on the 1 liter bottle then the company has other
better choices in the same price like 20 liter normal jar as well as chilled jar.

Q.6.1.4) Size of packaged drinking water purchased.

Table no:-6.1.4
Quantity in liters
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

(Source - primary data)

Interpretation
Every company of packaged drinking water always tries to sale the product in all the available
sizes but some of the sizes are very popular among the customers and this is the reason why the
company produces more quantity of that sizes.
Graph no:-6.1.4

43

Chart Title
Answers

1/2 ltr bottle

28%
1 ltr bottle

8%
2 ltr bottle 20 ltr jar
34%

26%

20 ltr chilled jar

4%

Conclusion
The most popular size of the packaged drinking water which is being sold in the market is in the
range of 1 ltr , 1/2ltr .& 20 ltr jar. These are the most demanded drinking water sizes prefered in
all the season. The demand for the exitic drinking water is quite normal. 20 liter Chilled jar is
the seasonal product.The result of this question is that most popular size of the packaged
drinking water is 1ltr bottle so company has to produce more quantity to fulfill the ever
increasing demand.

Q.6.1.5) Reasons for the purchase of the meridian aqua product.

Table no:-6.1.5
Reasons
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

(Source - primary data)

Interpretation
In the current marketing scenario every company tries to make the customer loyal with
their brand and for that they always take the various surveys and get the feedback of the
customers to find out the reasons behind purchasing the product i.e. easy availability,

44

low price, more quantity, good taste or etc and with this information they make the
strategies to improve the key areas where they are lacking.
Graph no:-6.1.5

4%

Price is reasonable

Quality is satisfied

Dont purchase

26%

Taste is satisfied

Easy available

36%

10%
24%

Conclusion
This above data shows that most of the customers purchase the product because of the low price
of the product and it is easily available. so if the company wants to increase their sale they have
to make the product available in the every segment and with the low price.

6.1.6) usage of 20 liter jar by the customers

Table no 6.1.6
Use

Respondents

Percentage

Yes

29

58

No

05

10

Sometimes

16

32

Total

50

100

(Source - primary data)

Interpretation:
The 20 ltr jar is one of size of the packaged drinking water which is very popular in the market.
This product is used by 58% of the customers according to th survey and 16% of the customers
use this product occasionally.

45

. Graph no. 6.1.6

20 ltr jar used by customers

percentage

32

Sometimes

No

10

58

Yes

Conclusion
From the above data we conclude that 20 liter jar is the product which is consumed by the 58 %
of the customers who uses the packaged drinking water products. And there is high competition
between the companies for this product and the customers prefer the brand when they get the
product on time and with good quality.

Q.6.1.7) satisfaction level among customers regarding the home delivery services of
20 ltr jar.
Table no:-6.1.7
Satisfaction level
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly Dissatisfied
Total

Respondents
09
16
14
08
03
50

Percentage
18
32
28
16
06
100

(Source - primary data)

Interpretation
This question was asked in the questionnaire for additional services i.e. home delivery which
brings customer satisfaction towards customers. with the home delivery service the customer can
be satisfied from all the packaged drinking water companies. Above table shows that the
maximum number of respondents i.e 32% are satisfied with the home delivery services.

46

Graph no:-6.1.7

Satisfaction towords home dilivary

Percentage
32

28

18

16

St
ro
ng
ly

Di
ss
ati
sfi
ed

eu
tra
l
N

St
ro
ng
ly

sa
tis
fie
d

Conclusion
The home delivery services are provided by all the packaged drinking water companies and they
try to satisfy their customers by providing quality services within the prescribed time limit. The
conclusion for this point shows that most of the customers are satisfied with this home

delivery service offered by the company.

Q.6.1.8) Satisfaction level of customer towards meridian aqua brand.
Table no:-6.1.8
Satisfaction towards brand
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Dont purchase
Total

Respondents
07
19
11
04
09
50

Percentage
14
38
22
08
18
100

(Source - primary data)

Interpretation:Success of the any company depends on the satisfaction level of the customers and the
retailer who makes them satisfied with the proper supply of products within time and

47

when needed. From this table we see that the most of customers i.e. 38% are satisfied
and after that 32% are natural with the brand meridian aqua.
Graph no:-6.1.8

Satisfaction towards brand

40
35
30
25
20
15
10
5
0
Strongly satisfied Satisfied

Neutral

Dissatisfied Dont purchase

Conclusion
The customers are the main part of every company, who make the company successful
with maximum purchasing of the product. Most of the customers are satisfied with brand
meridian aqua. Now further company will be try to satisfy the neutral and dissatisfied customer
by solving the problems which are faced by the customers.

Q.6.1.9) Did you see any promotional campaign or advertize of packaged drinking
water?
Table no: - 6.1.9
opinion
Yes
No
Total

Respondents
39
11
50

Percentage
78
22
100

(Source - primary data)

Interpretation
The advertizing is the inseparable part of any company the advertizing is showing by
any company for increasing the sale, brand awareness, brand perception etc. the most the

48

companies are trying to increase the sale as well as the brand image so they have to
advertize more. In this survey we see that the 78 % customers are see the advertize of
these companies.
Graph no:-6.1.9

80
70
60
50
Watching advertize ratio

40
Respondents

30
20
10
0

Yes

No
Answers

Conclusion
The packaged drinking water companies are the low budgeted companies which are
always trying to reduce the investment cost on advertise. This is the reason why they do
not focus more on advertizing and thats why the ratio of this advertizing is only 78 %
in the latur city.

Q.6.1.10) If yes, then which companies mostly do advertisements?

Table no:-6.1.10
Companies
Meridian Aqua
Sunrich Aqua
Oxy Fresh
Kirti Gold
Other

Yes
32
36
26
17
11

Respondents
No
Total
07
39
03
39
13
39
22
39
28
39

Yes%
82
92
66.5
43.5
28

Percentage
No%
Total%
18
100
08
100
33.5
100
56.5
100
72
100

(Source - primary data)

Interpretation

49

The advertizing is the very important part of any company and this is always beneficial for
company to increase their business and the related activities. The purpose behind this question is
to find out the average ratio of all the packaged drinking water companies which invest more
money on adverting and do maximum advertizing of their products.
Graph no:-6.1.10

Advertizng ratio of companies

Respondents Yes

Respondents No

92
82
72

66.5
56.5
43.5
33.5

28

18
1 1

Meridian Aqua

2 2

Sunrich Aqua

3 3

4 4

Oxy Fresh

Kirti Gold

5 5

Other

Conclusion
The advertizing always shows the good impact of the brand and with the advertizing the
company is well known in all the segments, where the sale is impossible to the company. The
Sunrich aqua is the company which invests more on advertizing and does maximum advertizing
of their brand and after that the meridian aqua and the Oxyfresh follow the list.

50

DATA ANALYSIS AND INTERPRITATION

For Retailers questioner

Q.6.2.1) shop type.

Table no: - 6.2.1
Types of shops
Juice cold drink and food shop
General store or Kirana store
Pan shop
Dairy or medical
Tea hotel
Restaurant and bar
Total

Respondents
08
07
06
09
02
18
50

Percentage
16
14
12
18
04
36
100

(Source - primary data)

51

Interpretation
In any organization the middlemen plays a very important part and with the help of these people
the company is trying to supply their products to the customers. The middlemen buy their
products in bulk quantity and sell it in the small quantity. In these types of companies the
middlemen are the retailer and the distributors. So the purpose behind this question is to find out
the types of shops which mostly purchase the product of packaged drinking water.
Graph no: - 6.2.1

16%

Juice cold drink and food shop General store or Kirana store

Pan shop Dairy or medical

36%

14%

Restaurant
and bar12%
4%

Tea hotel

18%

Conclusion
The most of the retailers are the owners of restaurant and bar so the company has to focus on
these types of shops for selling their product. This question shows that the maximum no of
retailers i.e. 36% are owners of restaurant and bar, the other buyers of packaged drinking water
are the owners of dairy or medical shops.

Q.6.2.2) Types of brands known in current market by retailers.

Table no: - 6.2.2
Types of brands
Meridian Aqua
Sunrich Aqua
Oxyfresh
Kirti Gold
Other

Respondents
Yes
38
43
29
21
12

Percentage
NO
12
07
21
29
38

Yes
76
86
58
42
24

NO
24
14
42
58
76

(Source - primary data)

Interpretation

52

The retailers are the middlemen between the company and customers which interact daily with
the customers. The various distributors which visited the shops and the customers helps the
retailer to know the various brands which are popular in the market and which are newly
coming in the market. In this project this question is repeated because the brand awareness is the
most important concept which mostly impacts on the retailers mind.
Graph no:-6.2.2
90
80
70
60
50
40
30
20
10
0

th
er
O

Go
ld
Ki
rti

sh
xy
f re
O

A
h
Su
nr
ic

M
er

idi
an

qu
a

qu
a

Percentage Yes
Percentage NO

Conclusion:The brand awareness program plays a very important role in the success of any business
organization. Every company wants to increase their market share, for this they use the brand
awareness program regularly. In this question we see that the Maximum number of customers
i.e. 86 % are aware with the brand Sunrich aqua. The second most known brand in the latur city
is the Meridian aqua which is having 76% awareness among the retailers. For increasing the
brand awareness the company will increase their advertizing and the distributors should visit
each and every retailer shop in Latur city.

Q.6.2.3) Mostly purchased brand of packaged drinking water by retailers

Table no:-6.2.3

Brands

Respondents

Percentage

Meridian Aqua

14

28

Sunrich Aqua

18

36

Oxyfresh

07

14

Kirti Gold

05

10

Other

06

12

53

Total

50

100

(Source - primary data)

Interpretation
The purchasing of product depends on the different reasons which are price, availability, profit,
quality etc . The reason of this question is to find out the market share of the selected brands
with the help of respondents. We see that the maximum number of retailers I.e. 36% purchase
the brand Sunrich aqua and after that the brand meridian aqua is purchased by 28% of the
retailers.
Graph no:-6.2.3
40
35
30
25
20
15

brand purchasing

Percentage

10
5
O
th
er

Go
ld

Ki
rt
i

re
s

O
xy
f

Aq
ua
h

Su
nr
ic

M
er
id
ia
n

Aq
ua

Conclusion
The buying process and selling process is commonly practiced in all companies and with the
help of this, they make profits. The retailers are the important middlemen between the company
and the customers. From the above graph we can say that the Sunrich aqua has the maximum
market share in current market and it is also the preferable product by the retailers.

Q.6.2.4) Monthly consumption of packaged drinking water (No. of cartons)

Table no: - 6.2.4
Monthly consumption

Respondents

Percentage

0 25

08

16

25 50

17

34

50 100

11

22

54

100 150

09

18

More than 150

05

10

Total

50

100

(Source - primary data)

Interpretation
In latur city, the maximum number of Retailers purchase the cartons of the packaged drinking
water which contains 12 Bottles per carton and they sale it to the customers one by one so when
they buy the cartons they order in bulk. The purpose behind this question is to know the
maximum demand of cartons by retailers per month.
Graph no:-6.2.4

Monthly purchase
Percentage
34

22
18

16

10

0 - 25

25 50

50 100

100 150

More than 150

Conclusion
Retailers are the middlemen between the company and the customers. They know the actual
demand of the customers and order as per the demand. The maximum number of the retailers i.e.
34 % purchases the 1liter cartons and the monthly consumption is 25-50 cartons per month from
the distributors and 22% retailers purchase the 50- 100 cartons per month.
Q6.2.5) Size of pack mostly purchased by the customer.
Table no: - 6.2.5
Size of pack

Respondents

Percentage

1ltr bottle

16

32

2 ltr bottle

07

14

55

20 ltr jar

08

16

20 ltr chilled jar

12

24

1/2 ltr bottle

04

08

Any other

03

06

Total

50

100

(Source - primary data)

Interpretation
The retailers are the person who directly connect with the customers and who knows the all the
information which is related with the customers like what problems they face, is price is
reasonable, the mostly purchased product etc. The purpose behind this question was asked to the
retailers is they actually meet the customers and sale the companys product.
And also this question is helps the researchers to find out the mostly demanded product of the
packaged drinking water company.

1ltr bottle
20 ltr chilled jar

8%

2 ltr bottle
1/2 ltr bottle

20 ltr jar
Any other

6%
32%

24%

16%

14%

Graph no: - 6.2.5

Conclusion
This is the retailers survey which shows the maximum demanded product in the market by the
customers. The survey shows that 1 liter bottle and 20 liter jar are the products which are mostly
purchased by the customers.
Q.6.2.6) what attracts you the most in choice of packaged drinking water?
Table no:-6.2.6

Attraction parameters

Respondents

Percentage

Quality of the product

08

16

56

Margin provided

13

26

Schemes

09

18

Service provided by dealer

11

22

Demand of product

05

10

Any other

04

08

Total

50

100

(Source - primary data)

Interpretation
In the current market the packaged drinking water companies are trying to attract the maximum
retailers to purchase their product because the competition is very high in this market. Once the
retailer switches the brand then it is generally not easy to return back to the last brand. The
purpose behind this question is to find out the factors which attract the retailers mostly in
selection the packaged drinking water.
Graph no:-6.2.6

8%
10%
Quality of the product Margin provided Schemes

22%

16%
Service provided by dealer Demand of product

26%

Any other
18%

Conclusion
The retailer is the part of the company which buys the product of the company in bulk quantity
from the distributor and sells it in the smaller quantity to the customers. So company tries to find
out the factors which are helpful to the company in order to attract maximum no of retailers.
Form the above figure we see that 26 % of the retailers are attracted towards the margin which is
provided by the company and the second most attracting factor is service provided by the
distributor.
Q.6.2.7) Use of 20 liter jar of packaged drinking water of meridian aqua.
Table no:-6.2.7
Opinion

Respondents

Percentage

57

Yes

27

54

No

08

16

Sometime

15

30

Total

50

100

(Source - primary data)

Interpretation

Packaged drinking water Companys large group of customers are from urban & rural
area because there is less availability of pure drinking water. This is the reason why the
54% of the respondents purchased 20 liter jar for the drinking purpose. And some of
them use it seasonally. And a small no of retailers are not using this product at all.
Graph no:-6.2.7

Usage of 20 liter jar

Percentage

54

30
16

Yes

No

Sometime

Conclusion
When the retailers themselves consume this jar as the packaged drinking water they also try to
sell it to the other consumers who want to buy this 20 liter jar of packaged drinking water. Form
the above data we conclude that the maximum no of retailers are use this product and some of
them use this jar occasionally.

58

Q.6.2.8). If yes , then are you satisfied with this type of product (20 liter jar)?
Table no:-6.2.8
Satisfaction level

Respondents

Percentage

Highly satisfied

09

18

Satisfied

21

42

Unsatisfied

08

16

Highly unsatisfied

04

08

Total

42

100

(Source - primary data)

Interpretation
This is the data which is regarding with the size 20 liter jar which is used by the retailers and the
company tries to find out the satisfaction Level among the retailers. They compare this ratio with
the customers satisfaction level. From the above table we see that the maximum number of
retailers i.e. 42 % are satisfied with this jar and 18 % of retailers are highly satisfied.
Table no:-6.2.8

10%
28%

16%

Highly satisfied
satisfied
Unsatisfied
Highly unsatisfied

46%

Conclusion
The satisfaction level of the retailers depends upon the various factors which are making the
product better for usage. The above data shows that the maximum number of the retailers is
satisfied with this service of the company.

59

Q.6.2.9) Do you have fridge provided by your company?

Table no:-6.2.9
Answer

Respondents

Percentage

Yes

13

26

No

37

74

Total

50

100

(Source - primary data)

Interpretation
The retailers are the inseparable part of all the packaged drinking water companies who sale the
products of packaged drinking water to the customers. Some of the retailers shops are very
famous for selling packaged drinking water products like pan shops and the restaurants. The
companies are trying to satisfy them by providing fridge facility. Form the above data we see
that most of the companies do not provide fridge to their retailers.
Graph no:-6.2.9

Chart Title
26%

Answer
Yes
No

74%

Conclusion
This question has its place in questionnaire because retailers having fridge provided by the
company are usually forced not to buy meridian as companies like Sunrich and coca cola
doesnt allow any other product to be kept inside their refrigerator. In Market just 26 % retailers
have fridge provided by their company thats why meridian sales are not affected here due to this
reason. If our company will provided the fridge to the retailers the sale of the company will also
increase.

60

Q.6.2.10) Does Meridian aqua distributors visit your shop daily?

Table no:-6.2.10
Answer

Respondents

Percentage

Yes

39

78

No

11

22

Total

50

100

(Source - primary data)

Interpretation

Major portion of shops in Market are visited by meridian aqua distributor. The 39 shops
out of 50 shops are visited by meridian aqua supplier in this region. This suggests that
system applied by distributors in this region is quiet successful. Some of the retailers
said that the distributor visit their shops in off season only.
Graph no:-6.2.10

Answer

42%

Yes
58%

No

Conclusion

If the retailers are not visited on regular basis they will tend to switch easily available
brand, which has better supply system. This is problem which is being also faced by
other companies in this region like oxyfresh and kirti gold.

61

Q.6.2.11) How often does the retailer provide the bill on purchase of the product?
Table no:-6.2.11
Answer

Respondents

Percentage

Always

26

52

Sometimes

12

24

Never

08

16

I never ask for bill

04

08

Total

50

100

(Source - primary data)

Interpretation
The above table shows that the distributor provides the bills on the purchase of the packaged
drinking water products on most of the occasions. A few distributers provide bills only on
demand.
Table no:-6.2.11

8%
16%
52%
24%

Always
Sometimes
Never
I never ask for bill

Conclusion

52 percent shopkeepers in the markets were getting bills on regular bases. Around 16%
retailers in the markets were never getting bills from the distributors. There was also
negative sign on part of retailers; 8 % of Market retailers never cared to take bills from
distributors. This states that shopkeepers try to avoid taxes and extra charges.

62

63

Chapter No. 7

Observations & Findings

64

Observations and Findings

The researcher put forth the following findings and observations:1

The brands which are present in the market is Meridian aqua, Sunrich aqua , Oxyfresh,
Kirtigold, etc.

After carrying survey and interacting with the respondents it was observed that 66% of
customers and 76% retailers are aware with brand meridian aqua.

45% of the retailers and 32 % customers are satisfied with the product performance and
the after sale service provided by company.

The respondents of this area mostly purchase the sizes 1 liter bottle, 20 liter normal jar &
20 liter cold jar.

Most of the companies of packaged drinking water is having their own distribution
channels.

The maximum retailers i.e. 26 % attracts towards the margin provided by company, the
22 % are attracts towards the services which is provided by the distributer, 18 % and
16% of them attracts towards the schemes and quality of product of the company.

The market share of the brand meridian aqua is having

Most popular packaging sizes are 1ltr bottle and 20 ltr jar.

Largest selling sizes are 1ltr cartons and 20 ltr jar.

10 Overall the Meridian Aqua i.e. Shree industries Pvt. Ltd. at the second position and first
is Sunrich aqua i.e. mundada food company Pvt. Ltd. in the market..
11 Company is lacking in advertising and promotional activities.
12 retailers are not satisfied with pricing , discount and credit policy of company.

65

Chapter No. 8
SUGGESTIONS & CONCLUSION

Suggestions and Conclusion

66

Conclusion:
The researcher has undergone a project on Market Research for Brand Awareness and
Competitive Analysis of Vegetable Seed Industries.
The brand awareness and competitive analysis is very important key factor for deciding
the marketing mix and develop the marketing strategy. In the existing market there are
almost more than 5 companies of packaged drinking water companies in Latur district.
So, it is very necessary to conduct the brand awareness and competitive analysis. The
brand awareness is likelihood that consumer recognize the existence and availability of
companies products.
The competitive analysis gives us the information about the brand position in the market
and also SWOT analysis help to take a competitive advantage of the market situation.
Also it helps to organization to take advantage of market situation over competitors for
the business gains. Competitive analysis helps the organization to develop the marketing
strategy and marketing mix and future course of action.
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 companies the customers want
new less price and more quantity of water. At the present situation in the market place
there are almost 5 to 8 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 programme & competitive analysis programme in
the Latur district of the Maharashtra state , it is find that the company has regularly gone
through this kind of the brand awareness programme and market research for increase
their market share, and sustain strongly in the industry.

67

Suggestions:
By analyzing the market situation and interacting with the retailers, 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.

The company should have to go for advertising campaigning through various Medias
such as newspapers, broachers, wall paintings, hoardings, media, website etc.

Company have to improve their after sale services and include the training programs,
seminars, expert guidance and routine visits to their sales executives etc.

Company should have to more focus to their distribution channels and also should have
to develop their transportation system with efficient staff.

Company should have to focus more on increase the sale of other products than 1ltr
cartons and 20 liter jar.

The organization should review their pricing (CRP, MRP), discount and credit policy.

Price of product of company is comparatively high than the other competitors in some
products, it is directly affecting the sales of other products.

Update the website by adding contents about the detailed products, services and
cultivation patterns etc. Also company should focus on customer care service.

Company should have to appoint channel members at necessary places.

10 Company has up to date with the function halls and marriage places with contacts.
11 Company has to give attractive offers and seasonal schemes for retailers as well as
customers to increase the sales.
12 The organization must have to focus on the availability of product varieties at every
shop in all season.

68

Chapter No. 9

LIMITATIONS

69

Limitations:

The limitations to the study are as follows:

The study was carried in only one geographic region.

The information collected solely depends upon the respondents answers and accuracy of
the information could vary.

Getting actual information from the respondent was difficult.

According to sample size, the findings might only be suggestive and not to conclusive.

70

Chapter No. 10

BIBLIOGRAPHY

Bibliography

71

10.1 Reference Books:

Marketing Management:

Philip Kotler, Person Education, Singapore, 11th Edition, 2003.

C.R. Kothari, Research Methodology, Wishwa Prakashan, New Delhi, Second Edition,
1998.

Marketing research,- Vanishree Pabalkar,(Nirali prakashan)1St edition,Sep-2009.

Marketing Management-13th edition.(kotler,kellar,koshey,jha)

10.2 Websites:
www.google.co.in
www.wickipedia.com

72

Chapter 11
ANNEXEURE

73

Chapter 11
ANNEXEURE

For customers
Name :

Date :

Postal Address :

Contact No :
74

Q.1 ) A) Do you know the packaged drinking water brands in Latur ?

1) Yes

2) No

B) If Yes then which brands you know?

1. Meridian

2. Sunrich

3. Oxyfresh

4. Kirti gold

5. Other (___________)

Q.2) Which brand do you generally purchase?

1.

Meridian

2. Sunrich

4. Kirti gold

3. Oxyfresh

5. Other (___________)

Q.3) What is your total expenses on purchase of packaged drinking water per day ?
1. 15 Rs.

2. 30

Rs.

3. 45 Rs.

3. 60

Rs.

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

A. 1 ltr bottle

B. 2 ltr bottle

C. 20 ltr jar

D. 20 ltr chilled jar

E. ltr bottle

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) Easy available

(5) Dont Purchase

Q.6) Do you use 20 ltr jar?

1) Yes

2) No

3) Sometime

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

B. Unsatisfied

75

C. Highly satisfied

D. Highly unsatisfied

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

A. Satisfied

B. Unsatisfied

C. Highly satisfied

D. Highly unsatisfied

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

Yes

No

Q.10) If yes, in which media?

News paper

T.V

Poster

Other

Q.11) Price of the bottle and jar for all the companies (mention 1 ltr bottle & 20 ltr bottle
prices )

Sr. No.

Name of company

MERIDIAN AQUA

SUNRICH

OXYFRESH

KIRTI GOLD

AQUA CARE

Price per 20 ltr jar

Prices per 1ltr bottle

Q.12) Any complain about the agent and your suggestion?

-------------------------------------------------------------------------------------------------

76

For Retailer

Shop Name:

E-Mail:

Postal Address:
Mobile No:

Date:

Q.1) What is your shop type?

1) Juice, cold drinks and food shop

2) General Store or Kirana shop

3) Pan Shop

4) Dairy or Medical.

5) Tea hotel

6) Restaurant.

Q2.) Which are the brands do you know at current market of packaged drinking water?
1. Meridian

2.Sunrich

3. Oxyfresh

4.any other. (------------------)

Q.3) Which brand you will prefer most for packaged drinking water?
1. Meridian

2.Sunrich

3. Oxyfresh

4.any other.(-------------------)

Q.4) What is your monthly consumption of Meridian Aqua?( no. of cartons)

1) 0-25

2) 25-50

3) 50-100

77

4) 100-150

5) Above 150 cartons

Q.5) Which size of pack consumer mostly purchases?

A. 1 ltr bottle

B. 2 ltr bottle

C. 20 ltr jar

D. 20 ltr chilled jar

E. ltr bottle

F. Other (____________)

Q.6 ) What attracts you the most in choice of packaged drinking water?
1) Quality

2) Margins provided

3) Schemes

4) Dealer Services

5) Demand of product

6) Other (_____________)

Q.7) Where we can increase the availability of our product meridian aqua in the target
market?
1. Hospitals

2. Schools & colleges

3.Retailer shops

4. Hotels & Restaurants

5. Homes or companies

6.Other ( __________)

Q.8) Do you use our 20 ltr jar of packaged drinking water?

A) Yes

B) No

Q.9). If yes then are you satisfied with this jar?

A) Satisfied

B) Unsatisfied

C) Highly satisfied

D) Highly unsatisfied

Q.10) Do you have fridge provided by your company?

A) Yes

B) No

Q.11) Does Meridian aqua distributers visit your shop daily?

78

A) Yes

B) No

Q.12) How often does he provide you a bill on your purchase?

A} Always

B) Sometimes

C} Never

D) I never ask for bill

Q.13) Companies pricing & discount policies. (competitors in Latur city)

Sr. No.

Name of company

Carton cantain bottle

MERIDIAN AQUA

SUNRICH

OXYFRESH

KIRTI GOLD

AQUA CARE

Prices per carton (1ltr)

Discount %

Q.14) Would you like to place any order ? ( order in cartons)

1) 250ml

2) 500ml

3) 1ltr

4) 2ltr

5) 20ltr jar

6) 20ltr chilled jar

Q.15) What would you like to suggest for the betterment of our company?

79

Your suggestions:____________________________________________________________

80