PRESENCE & DISTRIBUTION SYSTEM OF BISLERI IN

BHUBANESWAR AND MARKET SHARE OF BISLERI

CSD(Carbonated soft drinks) IN THE MARKET

A Report Submitted to

Asian School of Business Management

in partial fulfillment of the requirements for award of the degree of

Post Graduate Diploma in Management

BY

BIKANT KERKETTA
Registration Number: PGDM15-17/11

Under the guidance of

Corporate Guide Academic Guide
Mr.Niranjan Acharjee Prof. HARADHAN DAS
Area Sales Manager Professor, ASBM,
Bisleri International PVT LTD BBSR

ASIAN SCHOOL OF BUSINESS MANAGEMENT

BHUBANESWAR

July, 2016

1
 CERTIFICATE FROM THE CORPORATE GUIDE

This is to certify that summer internship project entitled PRESENCE &

DISTRIBUTION SYSTEM OF BISLERI IN BHUBANESWAR AND MARKET
SHARE OF BISLERI CSD(Carbonated soft drinks) IN THE MARKET is a piece of
work done by BIKANT KERKETTA under my guidance and supervision for a period
from 21st April to 17th June 2016 for the partial fulfillment of degree of Post Graduation
Diploma in Management at ASBM.

To the best of my knowledge and beliefs:

A) Embodies the work of candidate himself

B) Has dully been completed
C) Fulfills the requirement of the rules and regulations relating to the summer
internship of Bisleri International Pvt.Ltd.
D) Is up to the standard both in respect to the contents and language for being
referred to the examiner.

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3
4
5
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 CONTENTS

SR NO PAGE NO

1. CERTIFICATE FROM THE CORPORATE GUIDE 1

2. CERTIFICATE FROM FACULTY GUIDE 2

3. DECLARATION 3

4. ACKNOWLEDGEMENT 4

5. EXECUTIVE SUMMARY 7

6. CHAPTER-I INTRODUCTION & REVIEW OF LITERATURE 9-28

7. CHAPTER-II RESEARCH METHODOLOGY 29-30

8. CHAPTER-III ANALYSIS AND INTREPRETATION 31-43

9. CHAPTER-IV CONCLUSION AND RECOMMENDATION 44-46

10. BIBLIOGRAPHY 47-48

11. ANNEXURE 49-50

7
 Executive Summary

It is obvious that availability holds the key to the market. For any product to be
successful the distribution system has to be really good. The topic given deals with
PRESENCE AND DISTRIBUTION SYSTEM OF BISLERI IN BHUBANESWAR
AND SCOPE OF BISLERI CSD IN THE MARKET, This project is based on the survey,
which was done at Bhubaneswar. The main objective of the survey is to identify the
distribution system of Bisleri in Bhubaneswar and to study consumer satisfaction and
Market Potential of Bisleri through the retailers, restaurants, hotels, beetle shops etc.
Bisleri has interests in various sectors and provide consistent quality of water to meet out
the distribution gap between distributors and retailers and most of all consumer
satisfaction in Bhubaneswar.

This report clearly mention objectives of the study. The research methodology utilized
refers to both primary data and secondary data. The data collection method used is
structured questionnaire in which 20 different questions are asked to the retailers to
acquire the required information and data for the completion of this project. Various sets
of questionnaire have been prepared to know the preferences of consumers about the
Bisleri. The research area is Bhubaneswar. This project reveals one of the important
findings like more and more displays of the window hiring and can be given to the retail
outlets as it has been said that JITNA DIKHEGA UTNA BIKEGA .
The results of this research have shown that there exists relationship between the
income and perception of the consumers and their buying behavior of bottled water.
Despite their low income, students/other young people are frequent users of bottled water
because they are assumed to be more sensitive to advertising and socially accepted and
luxury products. Furthermore, the more positive the perception of consumers of bottled
water , the more they use the product. For more than ten years now, bottled water is
being presented as healthy, safe and pure and bottled water is seen as higher qualified,
safer, healthier and a product with a better taste than tap water. Furthermore it is
good available and convenient. Logically, enough reasons for consumers to use
8
bottled water. It can be concluded that both demographic and psychological factors are
related to the buying behavior of bottled water to some extent.

9
10
 Introduction& Review Of Literature

The market survey of package drinking water at Bhubaneswar shows that there is a
distribution gap between retailers and distributors where distributors do not visit
regularly, and less profit margin, and or no profit margin at times. There is a negative
feedback from retailers thus some corrective measures must be undertaken and here the
recommendations of retailers should be taken into consideration. This report clearly
mentions objective of the study and the research methodology utilized is both primary
data and secondary data. The data collection method used is structured questionnaire in
which 20 different questions are asked to the retailers to acquire the required information
and data for the completion of this project.

Till two decades back, drinking water was not a marketable packed product in our
country. Since it was given free of cost all by nature, no one had such an idea of its
marketability. Thus, the bottled water is a new product to the Indian consumers and there
was no much effort taken to contribute more research in this field. On account of this
fact, the researcher attempted to summarize some of the research studies undertaken in
some other related study. Brief review of the past studies related to bottled water. Bohmer
H, Resch K.L. (2000) in their article, Mineral water or tap water, A systematic analysis
of the literature concerning the question of microbial safety, say that based on sporadic
reports of microbial contamination of mineral waters, it has been recommended that, for
safety reasons, particularly immune compromised patients should drink tap water rather
than bottled mineral water. However, in terms of safety, evidence of the clinical
consequences may allow a better estimate than a positive in vitro test for contamination.
Therefore, they reviewed the literature on documented disease outbreaks due to
contaminated mineral and tap waters. Cases of contamination of tap water were
documented in nearly all countries. In 35 communications they found reports on a total of
423,000 cases of disease outbreaks due to contaminated tap water, in some cases even
with lethal outcome. Main diagnosis was gastroenteritis, and main species of
microorganism was cryptosporidium. In contrast, there was no documented case of
disease outbreak due to contaminated bottled mineral water. Tap water as well as bottled

11
water is both supremely safe components of nutrition. The recommendation that tap
water is better than mineral water, particularly for high-risk patients, is not supported by
the literature.

K.Nithiyanandan (2000)2 in his project work entitled, Market status of mineral water
industry with a special reference to TEAM, reflects that consumption patterns are
changing in packaged mineral water industry. Mineral water is now served on trains and
aeroplanes. Besides the standard one-litre bottled water which is still the largest seller, a
variety of pack sizes have been introduced. Mineral water is now available in 200ml
pouch, and 500ml bottle, 1 litre and 2 litre bottle, 5 litre jar and 20 litre cane. In railway
departments, trains run for two days may require about 50,000 litres of mineral water for
a journey. In the modern day living, stressful working condition and demanding life style
make the body lose its electrolytic balance. With companies positioning mineral water as
ramification of health, it has made the market potential limitless.

The market today has grown to Rs.1100 crore. The organized sector- branded packaged
drinking water has only Rs.700 crore of market shares. The rest is accounted for by the
unorganized sector which is dominated by small regional players. The market is still
growing at a rate greater than 80% per annum. In the branded segment, Parles Bisleri
is the market leader with a share of more than 36%. Other major players in the market are
Kinley, Aquafina, Kingfisher, Himalayan, Bailley and other local brands. Sensing the
opportunity that this segment holds, MNCs began to draw up plans to enter the market.
Today the market is proving to be yet another battlefield for an ongoing battle between
the domestic and MNCs. Last year the industry had around 170 brands. This figure is
over 300 presently. The boom in the market has also encouraged MNCs to draw up plans
to enter the market.

12
NEED FOR THE STUDY

The need of the study is to analyze the factors responsible for the lowering down in
market share of Bisleri in Odisha and moreover the study would act as a helping tool for
the marketers and retailers of Bisleri packaged drinking water.

STATEMENT OF THE PROBLEM

To find the corrective measures for overcoming the fall in the market share of Bisleri and
to analysis of problems occurring distribution channels in Bhubaneswar.

OBJECTIVE OF THE STUDY

To learn about the domestic packaged drinking water market, its market distribution
and brand Bisleri in detail.

To identify the various threats of the mineral water market

To find the retailers view on potentiality of the packaged drinking water in market to
find Bisleris position in current market of Cuttack.

SCOPE OF THE STUDY

Retailers opinions on the packaged drinking water usage. Respondents awareness

on Bisleri packaged drinking water. Identifying the reasons for not using Bisleri by
respondents and finding solutions for that. To know the perception of respondents
regarding packaged drinking water. To bring the Bisleri packaged drinking water with
a good image in the current market of Odisha.

13
 COMPANY PROFILE

drinking water in India. It is available in 5 pack sizes: 500ml, 1 litre, 2 litres, 5 litres, and
20 litres. Its operations run throughout the subcontinent of India and are one of the
leading bottled water supplying companies in India.

A brand that pioneered the concept of mineral water, bottled with its distinct green label,
Bisleri, today, is a household name. Bisleri is at the centre of the Aqua Green
Revolution.As of 23 October 2012, Bisleri has 18 plants, 13 franchisees & 58 contract
packers all over India.

Bisleri was originally an Italian company created by Signor Felice Bisleri,who first
brought the idea of selling bottled water in India. Bisleri originated in Italy in a place
called Nocera Umbra from a spring called Angelica. In 1965, it was introduced in
Mumbai in glass bottles in two varieties - bubbly & still. In 1969, it was bought over by
Parle. Later Parle switched over to PVC non-returnable bottles & finally advanced to
PET containers.In 1995 Ramesh J. Chauhan started expanding Bisleri operations. In 2003
Bisleri announced its venture to Europe. All shares are held by Mr Ramesh J Chauhan
and his family. The brand name Bisleri is so popular in India that it is used as generic
name for bottled water.

In 1969, Parle bought over the Bisleri brand. In those days the Bisleri water was not
available in glass bottles. Parles taking charge of Bisleri did not make a dramatic

14
difference to the brands fortunes immediately. While it did gain in terms of visibility and
reach (piggybacking on Parles existing distribution network), efforts to expand the
bottled water market were not exactly painstaking. Parle at that particular time was
interested in making soda water and not packaged drinking water. There were just minor
initiatives on the part of the company for making packaged drinking water as it is not
considered to be very profitable business at that time a people still considered boiling
water to be safer than packaged drinking water. Moreover they were not ready to pay for
a commodity like water which was so abundantly available. In 1972-73 Parle changed the
packaging of its boiling water and made it available in PVC (poly vinyl chloride) bottles
and that significantly made a difference in the sales. The buyers, then, were mainly the
upper class- the trendy people., the fact was that the Indian consumer was unprepared to
accept bottled mineral water.

This was the main reason responsible for its failure. Consumer mind-sets were more
geared towards boiling water at home. Bisleri believes in contribution to society a
manifestation of this believe on Bisleris trust known as JayantiLalChauhan Trust works
extensively in areas of ground water augmentation and rain water harvesting. M.R
RAMESH CHAUHAN is the vintage boss of the 250 crore PARLE BISLERI LIMITED.
The brand has some 18 manufacturing locations spread across the country. The
mainstream competition is in the form of Coca-Cola Indias Kinley, Aquafina from Pepsi
foods. Bisleri continues to lead in the Rs 700-1,000 corer organized, packaged water
market with an estimated 36 per cent market share, followed by Kinley at 34per cent and
Aquafina with n 20 per cent share and 10 percent other local branded waters .

BISLERI today, endeavors to maintain strict quality controls in each unit, purchases
performs & caps only from approved vendors. BISLERI produces their own bottles in-
house; & have recently procured the latest world class state of the art machineries that
that consumers are drinking safe & pure water when they consume BISLERI. BISLERI
is free of impurities & 100% safe. Enjoy the Sweet taste of Purity!

15
 OWNERS PROFILE

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

Italian origin. This company was started by Signor Felice Bisleri who first brought
the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. in
1969 and started bottling Mineral water in glass bottles under the brand name
'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced
to PET containers.

Mr. Ramesh J. Chauhan, Chairman and Managing Director, Bisleri Ltd, in 1969
started expanding Bisleri operations substantially and the turnover has

multiplied more than 20 times over a period of 10 years and the average growth rate
has been around 40% over this period. Owner Ramesh J Chauhan then decided to
build Bisleri as a bottled water brand the way he had Thums Up and Limca. Chauhan
had observed that people travelling by trains had no access to clean drinking water
the water from the station taps was of questionable quality. People would instead buy
soda bottles to quench thirst while travelling. He felt it was time to create a market for

16
bottled water and go full throttle. The next several years saw Bisleri bottled water rise
to new heights the name Bisleri in fact became synonymous with bottled water!
From those early days till today, Bisleri has been the highest-selling water brand in
the country.

RAMESH J CHAUHANS entire business trajectory underscores the passion with

which he attacks an issue. He is on top of everything, all the time: he gives 100%

of himself all the way. He claims he is learning constantly as in the Japanese

philosophy of Kaizen constant improvement. RJC also refuses to dwell excessively
on market share and what the competition is up to. There is not much you can do
about the competitors moves, he says. The only way you can always be ahead of
them is that you never follow them, you never copy them. Instead you utilize your
time analysing what you are doing right and what you are doing wrong. That is the
way to grow. There is no substitute for hard work. Your biggest competitor is your
own incompetence.

RJC is quite affected by Gandhis ideas and concepts and constantly refers to

Gandhian theories to make a point. Gandhian theories are paramount when discussing
any major issue.RJC is a believer in the unconventional, one of his quotes that reflects
this mind set is. Profit is reward for good management. It is not a right for the
investment made. A good organization will make an ordinary person extraordinary!

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 FUTURE PLANS

Bisleri was the first to market bottled water in a totally virgin market and naturally people
associate the brand with bottled water. Now Bisleri is perhaps already ten steps ahead of
its local competitors and endeavour to widen its gap in the months to come.

The brand positioning of Bisleri stresses on pure, clean and safe drinking water. Sales
have grown by 140% in 2013-14and in the coming year, Bisleri hopes to boost its sales
by more than 400%.

Bisleri expects 75% of its volume to come from bulk parts of 5 lt. and 20 ltr. The latter is
to be targeted at homes and the former at offices.

Some of the future Bisleri commands in the Indian market are:

New packaging in bottles and 20 lt. jar.

Increase the distribution network with an investment of over 200 crores.

Strengthen the present facilities and improving the productivity too.

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

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 Vision Of Bisleri

The Aqua Green Revolution began with an ambitious dream i.e. India in which every
person has uninterrupted access to scientifically purified and fortified drinking water,
irrespective of geographical barriers or economic limitations.

Mission Of Bisleri

The Aqua Green Revolution urges us to innovate continuously, to provide every Indian
access to scientifically purified and fortified drinking water that is readily available and
easily affordable; and to support initiatives that rejuvenate the Earth's natural sources of
pristine drinking water.

Values Of Bisleri

Trust: Build trust in every single individual who interacts with the brand.

Innovation: Approach innovation not as a can-do, but as a must-do.

Seamlessness: Integrate smaller goals seamlessly to achieve the larger objective.

Commitment: Sow the seeds of commitment at every step towards the goal.

19
The Distribution Channel Of Bisleri

20
 OPERATION OF BISLERI:

The Bisleri bottled water range comprises the conventional 500 ml, one litre, and 2 litres
bottles; five litre and 20 litre jars for the home segment. Among all pack sizes the brand
straddles, it is the one-litre non-returnable bottles priced at Rs 10 each, and the 20-litre
jars for Rs 40 aimed at the home segment that are Bisleris bestsellers at present. While
the 20-litre jar comprises about 40 per cent of overall Bisleri sales, the one-litre bottles
account for approximately 25 per cent brand sales. The main source of water is bore
wells from where they get thee water. Then the raw materials required for the bottle is
PET. There are 250 workers working in Mumbai and 3000 all over India. The production
process adopted by Bisleri is batch production. The time taken to fill one bottle is
approximately 5 minutes. The workers work in 3 shifts which comprises of 60-
70workers per shift. The maintenance of the machines is done every month and every 45
days there is sanitation and cleaning of the machine.

PRODUCTION PROCESS

The Mineral water plant is being set to international standards with a high degree of
automation and in-build mechanism maintaining high standards of sanitation and
hygiene.

The entire plant and the piping, which comes in contact with the process water, are made
of food grade stainless steel. A strict code of hygiene and religiously conducted quality
controls tests (8 in number) every shift further ensures quality product.

Bisleri is 100% free from bacteria and toxic minerals. Water is purified in plant capable
of consistently producing uniform quality of high purity water which meets Bisleris high
standards. It undergoes exciting quality controls from the water source stage to final
packaging.

21
 PURIFICATION PROCESS
Purity and safety are two major factors taken care in sourcing and processing of Bisleri
water. Underground spring is carefully selected based on its portability and pathogen free
water. Great care goes in tapping this source. Only water below 25 meter is tapped. This
is to avoid any surface contamination to percolate and mix with underground water
source. Area surrounding the water collection tube at the surface is protected and kept
clean.
The steps of manufacturing process:

Step 1: The water is collected in water storage tank where it is chlorinated, giving
sufficient contact time (1 hr.) for chlorine to destroy all bacteria. Water then passes
through sand filter and carbon filter. Sand filter removes all suspended particles whereas
carbon filter removes odour and chlorine. The water is now free of all bacteria, suspended
particles and chlorine.

Step 2: The water now goes to ion exchange where the water is softened (the undesirable
heavy salts are removed). This helps in digestion.
Step 3: Water now passes through reverse osmosis plant, which is capable of getting rids
of even minute traces of toxic minerals, should and happen to exist. In its simplest form
the reverse osmosis plant consists of semi permeable membrane which acts as molecular
filter.
Step 4: Water now comes to second water storage tank and it once again chlorinated. Just
prior to use water is passed through carbon filter to remove chlorine and then through a
series of micron filters of diminishing pores size. It is also sterilized with ultra violet light
and ozonated to attain a dissolved ozone residual concentration of 0.4 mg/lt. and maintain
this concentration for at least 4 min. This internationally accepted ozonation is on the
safer side and guarantees and overkill most micro-organisms.

Step 5: Pet bottles in which it is filled are stretch are blow moulded 100 degree Celsius
as such are sterility. Bottles are rinsed with water prior to filling and immediately capped
using rip off closures to ensure tamper proofing.

22
 DISTRIBUTION SYSTEM

Product: Convenience

Distribution: Intensive

Channel Length: Medium

Its obvious that availability holds the key to the market. For any product to be successful
the distribution system has to be really good. Large tracts of the country have not been
explored by the national brands, which explain the proliferation of smaller brands.

Bisleris strategy is to build a direct distribution system at an all India level. That means
serious investments in company owned trucks and carts. Parle hopes to double its existing
fleet of 1000 trucks. This would make it the largest fleet owner in the country.

Currently, Bisleri has around 80,000 retail outlets in the country with about 12,000 each
in the metros of Delhi and Mumbai. It is intended to increase this number to 10, 00000
outlets in order to expand brands reach.

In order to service the home segment, the 5lt. packs are being pushed through the route of
fat dealers (wholesale dealers) who are retailers as well as stockiest and serve as supply
points from where customer can pick the required quota. The customer can call the fat
dealer and place order for home delivery of 5lt. pack. 180 of these dealers are already
functional, and more are in the process of being appointed. The idea is to make Bisleri
all pervasive.

23
The Distribution system Of Bisleri

24
 ADVERTISING CAMPAIGN OF BISLERI

Every brand needs a good advertisement campaign to establish itself in the market. So it
becomes very imperative to look at various ad campaigns that Bisleri undertook to build
itself as a brand. Bisleri started its game-plan with the punch-line of Pure and Safe and
used the same catch-line for advertising. But with the advent of many new players, all
claiming the purity, it became very imperative for Bisleri to differentiate its product so as
to stand out in the market. Bisleri found the answer in sealed cap bottles. It claimed

100% purity. While the bottles of other brands, it claimed, could be refilled with ordinary
or even germinated water. Bisleris seal capped bottles ensured the consumer of purity of
water and one time using the bottles.
Kiss to drink is Bisleri's latest mantra. Bisleri has launched a new outdoor campaign
titled, Kiss to Drink. The idea behind this campaign is to focus on the 500ml bottle size
which serves as a personal pack for the consumer.The new 'Kiss to drink' outdoor
campaign not only aims to position the Bisleri 500ml SKU in the 'personal' space of the
consumer, but also add some youthful energy to the brand. This campaign is based on the
insight that most of us do not prefer to drink water with our lips to a bottle, because it is
often shared. The new campaign challenges this behaviour and exhorts the user to get his
or her own bottle, as 500 ml is enough for a single user.

Ramesh J. Chauhan, chairman and managing director, Bisleri said, Bisleri commits
itself to suit everyones needs and ensure consumer satisfaction. The 500ml pack size
offers convenience and economy to the users.

25
 MARKET SHARE

At present the various major players in the packaged drinking water market can be
outlined as
following in terms of % market share:

Brand Names ( Company ) Market share %

Bisleri ( Aqua Minerals ) 36%
Kinley ( Coca- Cola ) 34%
Aquafina ( Pepsi ) 20%
Other Regional Player 10%

10%
OTHERS

20%
AQUAFINA

KINLEY 34%

BISLERI 36%

26
 ACHIEVEMENTS OVER THE YEARS

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

Bisleri has received the IS certified for its production also.

Bisleri has 17 manufacturing plants situated in India & Nepal.

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

Bisleri has the largest market share and is market leader.

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

27
 CHAPTER-II

RESEARCH METHODOLOGY

28
 RESEARCH METHODOLOGY

Introduction of the problem: Presence & distribution system of Bisleri in Bhubaneswar

and market share of CSD in the market.

Research design: Research design is simply the framework or plan for a study.

For the study i.e for conducting the research I selected the Descriptive research design

Sampling design:

I. Population:
Consumers and retailers.

II. Sampling unit:

The sampling units are Consumers and retailers.

III. Sample size:

The sample size of the report is 100 Respondents.

IV. Sampling method:

For the study: In this report non probability convenience sampling is used to conduct
research

29
.Data collection method:

I. Primary data:
.
For the study: Questionnaire method is used for collecting the data while conducting the
research.

II. Secondary data:

For the study: Internet is used for collecting secondary data while conducting the
research.

Data sources- Primary, Secondary.

Data approaches- Questionnaire.

Sampling unit- Consumers and retailers.

Sample size- 100 Respondents.

Sample procedure-Non Probability Convenience sampling.

30
 CHAPTER-III

ANALYSIS AND INTERPRETATION

31
 SWOT ANALYSIS OF BISLERI

STRENGTHS

Core business of company.

First mover in this business since 1969.

Good brand awareness and brand positioning.

Available in different packs like cups, 500 ml, 1 lit, 1.2 lit, 2 lit, 5 lit and 20 lit.

Has become generic name in the mineral water market.

Availability of Bisleri in all over India with solid infrastructure facility.

Focus on customer orientation through low price strategy.

Product differentiation by introducing patented break way seal cap.

WEAKNESS

Lack of brand loyalty as MNC's are entering the market like Coca Colas Kinley,
Pepsi's Aquafina.

Lack of Global Awareness in brand.

Lack of proper advertising to create brand awareness.

Market coverage is not fully utilized.

32
 Institutional sales are not penetrated properly.

Lack of technological up gradation.

OPPORTUNITY

Indian bottled water industry is still at growth stage.

Influence of tourists and expatriates.

Bisleri as a daughter company of Parle has a strong presence in India.

THREATS

Numbers of players like Kinley,Aquafina and other local players are present
in the market have already captured the market.
Fluctuation in sales due to seasonality.

Local manufacturers who refill used bottle Hampers the image of the industry.

Water filters and soft drink industry is a major threat to industry.

Coke and Pepsi are already having strong distribution network in bottle water
industry with their own fleet of trucks & vans.

33
PEST ANALYSIS

Political Analysis

Government failure to provide safe drinking water.

Laws encouraging ground water exploration.

Environmental regulations.

Economic Environment

Developing Economy.

Better infrastructure

Social Environment

Scarcity of water.

Health conscious people.

Population growth rate.

Technological Environment

Economies of scale.

34
 1 . How many years have you been in the sector ?

particulars Respondents
1year 8%
2year 18%
3year 26%
More than 3year 48%

Series 1

50%
45%
40%
35%
30%
25% Series 1
20%
15%
10%
5%
0%
1year 2year 3year more than 3
year

Interpretation: According to the survey conducted in Bhubaneswar , it was analyzed that

40% of retailers have been in the sector for more than 3years, while 34% of retailers for 2
years and 27% of retailers for 1 year.

35
 2. WHICH BRAND IS MOST PREFERRED BY THE CUSTOME?

Series 1
40%
35%
30%
25%
20%
15% Series 1

10%
5%
0%
BISLERI KINLEY AQUA FINA OTHERS

NAME OF BRAND CONSUMER PREFERENCE

BISLERI MOST PREFERED 38%
KINLEY 26%
AQUA FINA 21%
OTHERS 15%

According to the survey conducted in Bhubaneswar it was analyzed that 38% of the users go for Bisleri
Water and 26% for Kinley, and 21% go for Aquafina, while there are still `15% of the respondents
who are for other packaged drinking water.

36
 3.WHY IT IS THE MOST PREFERRED BRAND ?

Series 1

40%
35%
30%
25%
20%
15%
10%
5%
0%
BRAND IMAGE CONSUMER PRICE AVAILABILITY
DEMAND

PARTICULAR RESPONDENTS
BRAND IMAGE 42%
CONSUMER DEMAND 26%
PRICE 24%
AVAILABILITY 8%

Interpretation : according to the survey conducted in Bhub aneswar, it was

analyzed that 60% of consumer prefer Bisleri because of its brand image,
while others 40% of consumer prefer other local brand because of profit
margin.

37
 4. which brand of drinking water you normally want to keep , and why?

40% AQUAFINA
35% KINLEY
30%
BISLERI
25%
OTHERS OTHERS
20%
15% BISLERI

10% KINLEY
5%
AQUAFINA
0%
Series 1

Brand Respondents
PARTICULARS RESPONDENTS
AQUA FINA 9% Brand Image 21%
KINLEY 16%
BISLERI 31% Consumer
OTHERS 44% Demand 17%

Profit Margin 42%

Distributor service 7%

Quality 13%
According to the survey it was analyzed
that majority of retailers prefer to have local brands for the profit margin.

38
 5. WHAT ARE THE BRANDS OF CSD YOU KEEP ?

Series 1
35%

30%

25%

20%

Series 1
15%

10%

5%

0%
COKE PEPSI BISLERI OTHERS

PARTICULARS RESPONDENTS
COKE 28%
PEPSI 32%
BISLERI 19%
OTHERS 21%

Interpretation: According to above diagram it is found that majority of retailers prefer

to have pepsi ,coke and some other local brands, where as the CSD brand of Bisleri
market share is down.

39
7. HOW FREQUENTLY A CUSTOMER MAKE DEMAND FOR A
PARTICULAR BRAND OF CSD ?

Series 1

80%

60%

40%

20% Series 1

0%
ALWAYS Series 1
SOMETIMES
OFTEN
NEVER

PARTRICULARS RESPONDENTS
ALWAYS 12%
SOMETIMES 28%
OFTEN 60%
NEVER 0%

Interpretation: according to the above diagram it clearly states that

consumers often make demand for a particular brand.

40
 8.CUSTOMER PREFERENCES FOR BOTTLE

Series 1

70%

60%

50%

40%
Series 1
30%

20%

10%

0%
0.5 Ltr 1 Ltr 5Ltr 20Ltr

Size of bottle Consumer Preferance

0.5 Ltr 20%
1Ltr 60%
5lte 15%
20Ltr 5%

.> 5ooml and 1 Ltr bottles of mineral water are the most preferred ones by the population.

.> 5ltr and 20ltr bottles are less preferred by the population in Bhubaneswar.

41
9. CUSTEMER PREFERENCES REGARDING PRICE WORTH

OF MINERAL WATER

Respondents view Yes No

% of Respondents 42% 58%

.>The Observation shows that most of the people are not happy paying the
price, the companies are charging for the product. They feel that the price
should be a little lower.

42
10. BRAND AWARENESS OF MINERAL WATER AMONG RESPONDENTS

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0 to2
3 to 5
6 to 10
10 and above

Brand Respondents
0-2 40%
3-5 50%
6-10 10%
10 and above 0%

Interpretation : People are not aware of all the brands of mineral water.

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RETAILER RELATED OBSERVATIONS AND FINDINGSTYPES OF BRANDS
RETAILERS KEEP

ADVERTAIZED NON-ADVERTAIZED BOTH

35% 5% 60%

Interpretation : According to survey, 35% of retailer go in for advertised products and non-
advertised products do not have any weight Around 60% retailer believe in the combination of

both (advertised and non-advertised version). The survey was based on retailers .

44
 CHAPTER IV

FINDING AND RECOMMENDATIONS

45
FINDINGS:

Most of the retailers prefer keeping the local brands more as the margin is good and
customers demand for it more because price is less.

The market share of Bisleri is less but growing as per the feedback given by the
retailers .

Bisleri is lacking behind because of high price and weak distribution channel.

Very less numbers of distributors are there in Bhubaneswar region. So they are not
able to reach every corner of Bhubaneswar.

Most retailers are not satisfied with Bisleris service and hence they dont continue
with it.
Scope of CSD item is not on peak to compete with other brands, some complain about

its taste, and others about its Price.

46
RECOMMENDATION:

Bisleri need to increase their distribution channels. After sales service should be
improved. Regular visit should be maintained for proper supply.
One week credit facility should be introduced. Need to give good schemes to
retailers.
Bisleri need to improve the taste of (supporting products) like soft drinks or energy
drinks. And also Advertisement should be shown on regional channels to build the
brand image and to make people more aware about the product.
Margin value need to increase for retailers. Sales promotion tools such as note pads,
key rings, stickers should be given to retailers.
Bisleri need to provide fridge to retailers for storage of water.
Bisleri need to concentrate on rural sector with less price segment of Bisleri water as
rural marketing is proving itself to be a potential market.
Bisleri should try a new packaging of the drinking water and change the look of the
bottle. Hallow cavity of the bottle should be more to provide extra support for the
bottle to withstand.
Bisleri must concentrate on provision of 20 litres bottle to home as most of the
places 20 litres bottle has not taken the hold yet.
Bisleri need to concentrate on its CSD item, consumer feel price should be low and
should have good taste.

47
CONCLUSION:

Two factors which influence people mostly when purchasing bottled water are
quality, brand and price. The other factors package, availability and promotion
do not influence their buying behavior (highly).

A main driver of bottled water consumption in cities is that they often have
unsafe tap water. Bottled water is therefore a good alternative

Retailers described bottled water as safe, healthy, reliable, convenient, good

available, refreshing, socially accepted and a good alternative to other drinks. In
comparison to tap water, they perceive bottled water as healthier, safer.

There is a relationship between income and buying behavior of bottled water.

People with a relatively high income, together with students/other young people
seem to be the most frequent users of bottled water. The more people earn, the
more they are willing to buy bottled water.

Thus company should emphasis more on its advertisements, guiding distributors

& retailers for gaining profit as well as MARKET HOLD over the SALE OF
PACKAGEDRINKING WATER of BISLERI.

48
BIBLOGRAPHY

&
WEBLIOGRAPHY

49
BIBLIOGRAPHY

1. Philip Kotler, Marketing Management (9th edition) S H.W. Boyd, R. Westfall and
S.F.Stasch, Marketing Research- Text and Cases (7th Edition)

2. Drucker, Peter, F., Management: Tasks, Responsibilities, Practices

3. Boyd, Harper W., Marketing Management, Harcount Brace Jovanovich,

4. . Bohmer H, Resch K.L. (2000)

WEBLIOGRAPHY

WWW.BISLERI.COM

WWW.GOOGLE.COM

WWW.WIKIPEDIA.COM

www.finewaters.com/Bottled_Water/India/Bisleri.asp

50
 ANNEXURE

1 . How many years have you been in the sector?

1year 2year 3year more than 3year

2. Which brand of drinking water is most preferred by the consumer?

Auafina kinley bisleri others

3. Why it is the most preferred brand?

brand image consumer demand price availability

4. Which pack size of mineral water do you keep?

250ml 500ml 1litre 2litre 5litre 15litre 20litre

5. Which brand of drinking water you normally want to keep?

Aquafina kinley Bisleri others

6.Why you want to keep that brand?

Brand image consumer demand profit margin

Distributor service quality

What are the brands of CSD you keep?

coke pepsi Bisleri others

8. What pack size of CSD selling more?

Coke:____________

Pepsi:_____________

Others:____________

9. How frequently a customer make specific demand for a particular brand of CSD?

Always sometimes often Never

51
10. Any schemes given by CSD brands?

yes No

If yes details about the schemes

Coke:___________

Pepsi:_____________

Others:____________

11.How would you rate the service of our distributors who provides you with the
products?

. What is the frequency of the delivery by the distributor?

daily once in a week we call for the delivery

13. how do you make payment to the distributor?

Daily weekly every fortnight

14. How consumer are rating our brand?

15. which flavour of CSD is sold more?

Spyci limonate Fonzo Pina colada

16. If you want to rate our product, what will be the sequence?

Spyci:_________

Limonata;_______

Fonzo:__________

Pinacolada:_______

52
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