You are on page 1of 64

INDUSTRY OVERVIEW

Bottled water market has emerged as one of the most rapidly growing and competitive
markets worldwide. The global Bottled Water Industry is a multibillion dollar
industry. It has been a remarkable growth trajectory for the sector. India is among the
top ten countries in terms of bottled water consumption. Today Bottled Water is one of
the India’s fastest growing industrial sectors.
Trends in the Industry
 Mushrooming Bulk Segment
 New Entrants
 Flavored Water
 Rising Investments & JV’s

On the back of rising health awareness among citizens and inability of the Indian
government to provide safe drinking water, bottled water industry has flourished
during the past decade. Evolving perception of bottled water has made its
consumption a bare necessity especially in the water scarce areas of the nation. And
these factors will bring the next wave of growth in the sector.

Along with these, rising disposable income, growing organized retail, rising
awareness among the consumer segment and growing focus on product extension and
quality will further stimulate the gains for the industry. Rising urban drift in the
country will also be a wheel of growth for the industry. We have estimated the
industry to grow at a CAGR of 18% till 2017 and would be soaring to new heights.
Indian Bottled Water Industry currently pegged at USD 1454 million in 2011 will
jump to reach USD 3925 million by 2016. Today the bottled water industry stands at
Rs 8,000 Crore and is projected to grow by 25% by 2016

1

Top Brands of Mineral Water in India:

 Bisleri: It becomes the synonym of mineral water in India. This is market
leader and most trusted brand in this category. It enjoys the highest
commitment and loyalty in market.
 Himalayan (Product of Tata Global Beverages ): Himalayan – redefining the
mineral water category in India .Himalayan is endowed with the wellness of
vital organic minerals. The water is untouched and unprocessed, with a unique
taste acquired over 20 years of percolation, as it makes its way to the
underground aquifer located in the Shivalik range of the Himalayas. The
appeal of the brand lies in its high quality natural water and premium imagery.
 Kinley (Product of Coca Cola): Kinley water understands the importance and
value of this life giving force. Kinley water thus promises water that is as pure
as it is meant to be.
 Aquafina (Product of Pepsico India)Aquafina goes through a five step state-of-
the-art purification process to give consumers pure water and perfect taste.
Bottled across India in 19 plants, Aquafina is available across more than half a
million outlets. Catering to diverse consumer needs and occasions, it is
available in various pack sizes like 300ml, 500ml, 1 ltr and 2 ltr bottles and in
bulk water jars of 25 ltrs.
 Bailey’s (Product of Parle-Agro): It is the first water brand to be issued an ISI
certification. The first to launch special four-sided 200ml bottles catering to
premium airlines like Jet Airways and British Airways. Considering the fact
that the water segment is growing at a staggering rate of 40%, the future is
clearly Bailley. Bailley is available in 200ml, 300ml, 500ml, 1 ltr. & 2 ltr. PET
and 5 ltr., 20 ltr., & 25 ltr. jars
 Tata Water Plus (A Product of Tata Global Beverages )Tata Water Plus - the
only water of its kind in India – is redefining the water category. It is
nutritionally rich and goes beyond quenching thirst to promoting everyday
good health. It looks and tastes like normal water but with the added goodness
of nutrients that are bio-available. This means that these nutritional inputs are
in a form that can be easily absorbed by the body.

2

COMPANY PROFILE

Bisleri is a brand of bottled water in India. Bisleri has 36% market share in packaged
drinking water in India. It is available in 8 pack sizes: 250ml cups, 250ml bottles,
500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations run throughout the
subcontinent of India and is one of the leading bottled water supplying companies in
India. As of 23 October 2012, Bisleri has 18 plants, 13 franchisees & 58 contract
packers all over India. The composition of Bisleri Water in milligrams per litre (mg/l):

 80-120ppm TDS
 6.5-7.5-ph factor
 75ppm-Calcium
 200ppm-Chlorides
 30ppm-Magnesium

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 varietes - bubbly & still. In 1969, it was bought over
by Parle.[1] Later Parle switched over to PVC non-returnable bottles & finally
advanced to PET containers.

The original Parle company was split into three separate companies owned by the
different factions of the original Chauhan family:

 Parle Bisleri, led by ketan kale
 Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands
Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)
 Parle Agro, led by Prakash Chauhan and hi, Alisha and Nadia (owner of the
brands such as Frooti and Appy)

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.

3

To maintain strict quality controls in every unit. In due course Parle switched over to PVC non-returnable bottles and finally advanced to PET containers. In 1969 Parle bought over Bisleri (India) Ltd. The company has witnessed an exponential growth with their turnover multiplying more than twenty times in a short span of 10 years. Ramesh J. but also manufacture own bottles. Currently Bisleri has 11 franchisees and 8 plants across India. came up with the idea of selling bottled water in India. ozonisation and is hygienically packed for final consumption. So naturally 'When you think of bottled water. Hence Bisleri water is put through multiple stages of purification. in- house. To be at par with International standards.GENESIS The name that epitomizes mineral water today was first introduced in Mumbai in the early 60's. In 1965 Signor Felice Bisleri an Italian by origin. offered mineral water in two Variants. Bisleri not only purchase caps from approved vendors. The average growth rate over this period has been around 40% with Bisleri enjoying more than 60% of the market share in the organized mineral water segment. Rigorous Research and Development and stringent quality controls have made it market leaders in the bottled water segment. they have recently procured the latest 4 . and started bottling Mineral water in glass bottles under the brand name 'Bisleri'. EXPANSION Under the leadership and vision of Mr.bubbly and still. Chauhan. Bisleri has always been committed to offering every Indian pure and clean drinking water. The overwhelming popularity of 'Bisleri' and the fact that it was the pioneer of the bottled water industry in India has made it synonymous to Mineral water and a household name. with plans of setting up 4 new plants on the anvil. His company Bisleri Ltd. you think Bisleri'. Bisleri has undergone significant expansion in their operations.

5 . VISION Our vision is to be the dominant player in the branded water business where the second player is less than 20% of our business. Bisleri is free of impurities and is 100% safe. However in an effort to offer something special to there loyal consumers they have recently introduced Bisleri Natural Mountain Water . Enjoy the sweet taste of Purity! BISLERI TODAY The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water. Passion. He is the most important person. Leadership. One can rest assured that they are drinking safe and pure water when they consume Bisleri. This will make us an unbeatable leader. at the lowest production & distribution cost. VALUES Integrity. Quality. He deserves the best quality and presentation at a worth of the price. Openness & Transparency. and will have satisfied loyal customers. He is the only one who pays.state-of-the-art machinery which has not only helped them improve packaging quality but has also reduced raw material wastage and doubled production capacity. Teamwork.water brought to consumers from the foothills of the mountains situated in Himachal Pradesh. MISSION We are in the business to serve the customer. We must have world class quality. Co-operation. Bisleri’s registered office is in Mumbai. This newly launched offering has widened Bisleri’s product range to two variants: Bisleri with added minerals and Bisleri Mountain Water.

. frantically searching. As he moves forward to kiss . asks for what he wants.. bonfire. the boyfriend panting with desire... boyfriend seductively... The girl suddenly gets up small who also and starts to run playfully. The man runs after her and her. her. looks at him coyly.. dashes. 6 . his wife big carton to the man.to the nearest chemist As the chemist goes to get The chemist hands over a where he what he wants.. The girl looks at looks at her with desire. .... but trips and falls. she whispers something Not finding what he is falls down beside her in his ears. which has him looking for..their bags and in the car.PROMOTIONAL CAMPAIGNS CAMPAIGN 1 A couple on a beach sit by a .

pure water playfully as passion." 7 . The The girl glugs down the two then share a night of cool. .. The boyfriend opens the The chemist's wife waves at He opens it to reveal several carton the moment he is him as he walks away.with mounting desire. her boyfriend watches her... back with his girl.. 500 ml Bisleri water bottle. Bisleri. VO: "Play safe.

CAMPAIGN 2

...he is surrounded by a Their chief approaches
A man out on a safari zeroes
group of cannibals. He astride a horse, and he is
in on his prey and takes aim.
panics and drops his taken captive at her
Just then...
weapon. command.

The tribeswomen hoot
The arrow reaches home but The chief draws close and
unanimously as their chief
no blood spurts out as yanks it out. Water spurts
points a shaft his way and
expected. out from his jacket.
shoots from her bow.

She approaches him warily ...at his feet, respectfully. As
Their 'captive' now enjoys a
and tastes the strange liquid she goes down on her knees
full meal and the women are
gushing out. Taking off her and surrenders to him, the
too eager to please him.
crown, she places it... other cannibals follow suit.

8

He opens his jacket and ...water leaks from the hole ...and hit the bottle. As the
extracts a bottle of Bisleri that was made in it, when man grins smugly at the
resting inside. As he puts it the arrow pierced through camera, the super reads,
to his lips... his jacket... 'Bisleri. Play safe.'

9

BISLERI’S DISTRIBUTION CHART:

It’s obvious that availability holds the key to the market. For any product to be
successful the distribution system has to be really good. Distribution is the key. The
consumer will pick up whatever is conveniently available and is pushed by the
retailer. Just about anybody can invest money into a bottling plant or other facilities.
The really dirty work is distribution. Making fresh water available within a particular
period of time is crucial for its success.

His strategy is to build a direct distribution system at an all-India level. According to
him, distribution in the Indian context requires experience. Bisleri’s retail distribution
muscle is indeed great. With 16 bottling plants to churn out the product, Bisleri has
around 80,000 outlets in the country with about 12,000 each in the metros of New
Delhi and Mumbai. Mr. Chauhan intends to increase that to 10 lakh outlets and use
around 2,000 trucks to criss-cross the nation, up from the current 1000.

10

Though route selling is more expensive than the more commonly followed method of appointing distributors in different towns. the company leverages its large fleet of trucks to supply bottled water directly to retailers through a system called ‘route selling’ where the driver of the truck is trained to be a service person. it is more effective. he says. this system.With little belief in the distributor system. according to him. ensures that the water supplied is fresh and bottles are in good shape. A critical component. 11 .

12 . at least for national level brands. currently local/regional brands seem to be moving off the shelves. if it can manage the distribution of the product to make it available where the consumer needs it the most. it may well succeed in his gamble with water. With Bisleri becoming a generic name for bottled drinking water. Also.Distribution will ultimately drive brand success.

13 . 500 ml bottles. The formal bottled water business in India can be divided broadly into three segments in terms of cost: premium natural mineral water. natural mineral water and packaged drinking water. multinational players such as Coca-Cola and PepsiCo have been trying for the past decade to capture the Indian bottled water market. 330 ml bottles. Attracted by the huge potential that India's vast middle class offers. one-litre bottles and even 20.Bottled water is sold in a variety of packages: pouches and glasses.to 50-litre bulk water packs.

DISTRIBUTION SYSTEM Bisleri’s esteemed clientele include large institutions and prestigious outlets. a few of which have been listed as per the annexure:  President house  PM house  Jet airways  Air India  Ashok hotel  Maurya Sheraton  Hotel metropolitan  Hotel Radisson  NSCI club  Officers club  ICICI Lombard  ICICI prudential  Oriental bank of commerce  Punjab national bank  UTI  Corporation bank  Russian embassy  Times of India  World health organization  Ministry of health and family welfare  Reliance industries limited 14 .

offices. 12 General consumers and travellers. 500 ml Rs. Kadeer Khan  Deputy General Manager Mr.Bisleri’s major segmentation variables for consumer markets. 60 Households. 30 Households.5 litres Rs. Size of the bottle Price per bottle Target consumers 250 ml cups Rs. 20 litres Rs. Rohit Gupta  Franchise Manger Mr. 1. parties. 1 litre Rs. 5 litres Rs. 15 Consumers demanding a little more water at just a little more price. Indian airlines travellers. 3 Marriages. 2 litres Rs. institutes. Schools and colleges. college students and Roadside consumers. shopkeepers. Puneet Sharma 15 . Jalees Akmal  Sales Manager Mr. offices. shops. showrooms. 20 Small offices. Retail. 8 Teenagers . institutes. Households. List of key management personnel  Director Mr.

Sales Force Management The distributor appoints their own salesmen for the distribution of goods to the retailers. an organization which is not part of the Coca-Cola system has control on one or more of the distribution elements (Sales. The entire strategy of evaluating a sales person is decided by the Distributor. delivery. Out of the 5 routes he had one route was the major route whereas the rest 4 were subsidiary routes. Targets are fixed basis the routes. The salary for each sales person varies within the range of Rs 2000 to Rs 2500. value and Quality. merchandising and local account management)  Merchandising: Merchandising means communication with the consumer at the point of purchase to convey product benefit.  Indirect distribution: In indirect distribution. For the Distributor interviewed he had 5 different routes. The company sales person visits once a month for record checking. The sales people are given lumpsum incentives basis the target either at the end of the month or as bonus during any point of year. The target for the main route is 1000 crates per month whereas for the rest 4 routes the target fixed is 500 crates per month. Sales people and delivery personnel both have this responsibility. delivery. the bottling unit or the bottler partner has direct control over the activities of sales. In certain locations special teams who go into business locations to specifically merchandise our products. Its salesmen also do door to door supply. The Distributor reports to the Sales Executive looking after the area. 16 . The distributors have fixed different routes and every salesmen is assigned to one particular route to avoid any conflict.  Direct distribution: In direct distribution. and merchandising and local account management at the store level.

Selection Criteria for Salesmen: The distributor has set certain criteria for the selection of salesmen. 4) The candidate if from the territory is preferred. Thus the incentive for the sales people is Fixed Salary plus Bonus. 1) The candidate must be at least a higher secondary pass. These criteria become even more important as the attrition level has to be taken care of and the importance of salesmen in bringing more business. following are the margins which the distributor gets from the company for various capacities: Capacity Cost Price Selling Price Margin (Rs) Schemes to (Liters) (Rs)/Crate (Rs)/Crate Retailers ½ Liter (24pc 170 180 10 2 bottles of per crate) 500ml are given free to retailers 1 (12pc per 114 124 10 2bottles of 1L crate) are given free to retailers 2 (9pc per 148 158 6 1 bottle of 2L crate) is given free 20 54 58 4 Retailers prefer local 17 . Incentives for the salesmen: A basic salary of around Rs 2000 to Rs 2500 is given irrespective of the performance of the salesman. Price Margins for the products: Based on the primary data from the distributor. Incentives are given in total as a lumpsum either at the end of the month or as bonus at any point of year. 2) The candidate must have knowledge of local language. 3) Candidates with prior relevant work experience are preferred.

This difference in price with respect to its competitor is affecting the market share of the brand. For the various schemes that the distributor gives to the retailers like the free samples depends on the Credit Note given to them by the company. This Credit Note is settled in the claims. The area in the state which receives products from the plant located at a larger distance has the prices of their product marked as Rs 15. For example for the 1 liter pack size there are two prices existing in the market. The rest schemes round the year remains almost constant with only minimal changes. The Credit Note is the limit of amount to which a distributor can give a retailer free sample. brands for this pack size Special discounts and schemes are given during festivals like Durga Puja and seasons like the marriage season just to boost up the sales volume. This difference in price is because of the fact that the different portion of the state gets their product from different plants. The general distribution channel of Bisleri looks like this: MANUFACTUR ING PLANT COMPANY INSTITUTIONAL INSTITUTIONAL WAREHOUSE BUYERS/ORDERS BUYERS/ORDERS OVER OVER INTERNET INTERNET TRUCKS INSTITUTIONAL INSTITUTIONAL DISTRIBUTORS BUYERS/SEASON BUYERS/SEASON R AL AL PARTY PARTY R O RETAILERS ORDERS ORDERS O U U T T E CUSTOMERS E COMPETITION SS EE LL LL II 18 NN GG . Flow of Cash and Credit The distributor gets a credit period of 10 days from the company. The distributor gives a credit period of 7 to 10 days to the retailers depending upon the personal relationship with the retailers. Critical Analysis One of the major things plaguing the brand Kinley is its different pricing for the same pack size. Rs 12 and Rs 15.

companies must pay keen attention to their competitors. or aggressive competitors.A segment is unattractive if it already contains numerous.A segment is unattractive when there are actual or potential substitutes for the product. Threat of suppliers growing bargaining power. substitutes. potential entrants. His model is shown below: Supplie Industry Buyers rs competit ors Substit utes 1. Markets have become too competitive to just focus on the consumer alone? Competitive Forces Michael Porter has identified five forces that determine the intrinsic long run attractiveness of a market or market segment: industry competitors. The most attractive segment is one in which entry barriers are high and exit barriers are low. Substitutes place a limit on prices and on profit. buyers. 3. 2. Threat of buyer’s growing bargaining power.A segment is unattractive if buyers possess strong or growing bargaining power. 4. Threat of substitute products.A segment is unattractive if the company’s suppliers are able to raise prices or reduce quantity supplied. DIRECT COMPETITORS 19 . strong. 5. Threat of intense segment rivalry. and suppliers.A segment’s attractiveness varies with the height of its entry and exit barriers.To effectively devise and implement the best possible brand positioning strategies. Threat of new entrants.

including Parle's Ramesh Chauhan. 20 . A glass of water would be in order now. India's 1 billion plus populace needs between 1 billion and 2 billion litres a day.000 crore.WATER WARS Old cola-rivals Coke and Pepsi are discovering there is more money in water than coloured water. face the threat of a whitewash. at Rs 10 a litre. the potential market could be worth between Rs 36. one part oxygen may well be the newest get-rich-quick recipe in marketing circles. This is drawing the big guns attention. First Britannia launched Evian. Ltd has firmed up plans for a diversification into the fruit juice business. Small local players too are breathing down Bisleri’s neck riding on better trade margin and intensive distribution [in their respective areas of distribution] The competition facing Bisleri can be categorized into a few brand names like:  Aquafina  Kinley  Kingfisher  Hello  Prime  Shudh Parle Bisleri plans foray into fruit juice biz PARLE Bisleri Pvt. or 36. the result is a staggering 100-200 million litres a day. even if the number crunching is restricted to the country's 100-odd million consuming classes.000 crore bottled-drinking-water market and competitors. The bottled water industry is set to explode. Two parts hydrogen.5-73 billion litres a year. In money terms.500 and Rs 73. Things are warming up in the Rs 1. There's no questioning the existence of a market for water: the typical human needs between a litre and two a day. then soft drinks giant Pepsi and coke entered with their respective brands aquafina and Kinley.

21 . Chauhan said fruit juices have emerged as a preferred drink after water. As part of its plans to augment its presence in Eastern India. Bisleri has chalked out aggressive growth plans for its operations in Eastern India. The idea is to grow by 100 per cent in the next one year and by 250 per cent in the next three years. Orissa and Jharkhand. Bisleri has appointed Orient Beverages Ltd as its sole franchisee in West Bengal. The products — mango and guava juice to begin with — will be marketed under the Alfa umbrella brand. The company plans to stabilize its market in the region through a revamped marketing strategy and a focus on improved and innovative packaging. Andhra Pradesh. the Chairman and Managing Director of Parle Bisleri Pvt Ltd. The company also plans to scout for business opportunities in neighbouring countries such as Nepal and Bhutan in the future. Mr.The company has already set up a fruit juice concentrate plant in Chittor. Mr. This amount will be raised through internal accruals and institutional loans. it is a logical business progression for the packaged water manufacturing company to graduate to the fruit juice segment. Expansion plans for Sikkim are being firmed up. said an investment of Rs 100 crore would be made in the company's fruit juice projects in the next three years. Thus. Ramesh Chauhan. Stating this at a press conference on Tuesday. he added. According to him. Plans are afoot to identify a site for the company's proposed second fruit juice plant that is likely to be located in the Northern or Eastern part of India.

To analyse the retailers perception in regards to Bisleri’s sales management. 22 . PROBLEM DEFINITION  To understand the basis of what services does a retailer makes his choice in buying a packaged drinking water.  To understand various problems associated with distribution of product. 2. To identify the sales strategy of Bisleri vis-à-vis competitors in Delhi & NCR region. 3. To study the sales management structure of Bisleri.OBJECTIVE OF STUDY The main objectives of the study could be stated as below: 1.

the decision for this very research activity in the field of FMCG and about surveying the entire population of retailers or only a representative portion of the population of the market had to be made.  Retailers who were not into packaged drinking water but can be a future prospect for a company. And I am focusing on retailers viewpoint towards packaged drinking water and problems associated My Project is descriptive research due to the following factor:  It describes the characteristics of retailers in Delhi city. SAMPLE DESIGN Regardless of the method or the design of the research that is used to obtain the primary data.  It helps in making certain predictions related to packaged drinking water. 23 .  It helps in determining the perception of product characteristics. SAMPLE UNIT As the project was being done for the Delhi branch of the Bisleri the sample unit taken was retailers of Delhi city. Criteria for selection were-  All retailers selling packaged drinking water.  It is carried out to estimate the approximate percentage of units in a specified population exhibiting certain behavior. This was due to the time and resource constraint faced by the researcher during the project. SAMPLE SIZE The sample size selected was 50 respondents. all retailers in those markets were covered. RESEARCH METHODOLOGY My research is descriptive research as it includes a questionnaire survey and it is a fact finding enquiry through retailer’s scheme card. SAMPLE SELECTION Respondents were selected on the bases of assigned markets by the company.

The Questionnaire and Retailers card are attached to the annexure of this report.  Retailer’s expectations from company.DATA COLLECTION TOOLS PRIMARY DATA Primary data was collected through questionnaire method and also through retailers’ scheme card.  Features of product offered.  Retailer’s perception on packaged drinking water. magazines’. it was not a consumer’s survey but retailer’s survey. SECONDARY DATA Secondary Data was collected from sources at the office. 24 . newspapers and websites. Limitations and challenges while under going the research  First. That is the reason there were totally opposite response from some markets to the others with different distributers. VARIABLES INVOLVED  Type of retailers. it was really hard to find a free sitting shopkeeper in peek hours of a day when survey was carried out.  Biggest limitation of this report is that in all the markets covered there were 4 distributers and they all have there own way of working. It contained 12 questions and covered the necessary areas needed to complete the research.

50 Rs 12 Rs 1.75 Aquafina Rs 10. COMPARITIVE ANALYSIS Different Brands of Packaged Drinking water on the Selling Matrix Bisleri has placed itself on the 4th quadrant of the selling matrix with credence attribute where it is entirely now pull driven.25 Rs 14/15 Rs 1.75/2.50 Bisleri Rs 10 Rs 12 Rs 2 25 . Kinley at present is in the 2 nd quadrant and is moving from the search attribute to the experience attribute. Margins earned by the retailers Name of the brands Cost Price Selling price Profit margin Kinley Rs 12.

are used for promotion and encasing on the promotional campaign. distributor incentives minimal retailers’ scheme. point of purchase hoardings. be generic name for mineral Therefore the market share of water but without any PUSH it Kinley has been increasing over might lose its market share to the years. SELLING Trade schemes. etc. Hence no with no or minimal PUSH. The only consideration brands like Kinley or Aquafina. Kinley is creating Already having credence attribute a PULL in the market and positioned itself as ‘safe’ in the minds of consumers. Only incentive. such gap exists between Though Bisleri has turned out to marketing and selling activities. is the different price for same So Selling activities must be product as discussed earlier taken more seriously. No are meant for PUSH of the credit for distributor. GAP Entire strategy is a combination Entirely PULL driven market of PUSH and PULL. 26 . brands of CCI. retailers’ No much selling effort. which is killing the market share of it. almost no PUSH.COMPARISON OF MARKETING AND SELLING ACTIVITIES KINLEY BISLERI MARKETING With aggressive promotional Mass media advertisement. Hence product in the market. Markets entirely PULL driven. Has become a generic brand for mineral water and creating PULL entirely. Change in brand value of other power packaging to reposition its brand. campaign.

27 .How many scheme cards were collected back of 265 distributed to shopkeepers? MARKET A Cards collected Total N 51 Y 66 Grand Total 117  Off 117 cards distributed in Market A. 66 that is 56% of cards were collected back.  This suggests that people in this area do care about such schemes and just don’t throw away the cards considering them useless.

misplaced cards and some retailers even threw the cards away. here also major number of cards that is 53% were collected back indicating the importance of schemes to the people. Total N 74 Y 84 Grand Total 158  There were very similar results in Market 2 as well.  Reason behind not getting cards back were lost cards. 28 .MARKET B Card collected back.

Q. Cold drinks & Food Stores 42 General / Kirana Store 44 Pan shop 16 Dairy and Medical Store 15 Total 117 29 .1 What is your shop type? MARKET A Type of shop Frequency of shop type Juice.

colddrink and food shops and General/Kirana stores.  But dairy/Medical and pan shops in both regions have there importance as almost each shops of these kind sell packaged drinking water. Cold drinks & Food Stores 72 General /Kirana Store 61 Pan shop 8 Dairy and Medical Store 17 Total 158  Maximim number of shops in both region are juice. 30 .MARKET B Type of shop Frequency of shop type Juice.

31 .2 Do you sell mineral water at your shop? MARKET A Do you sell mineral water? Total N 15 Y 102 Grand Total 117  In Market A.Q. 87% of the shops covered were selling some or the other kind of mineral water.  There were just 15 retailers off 117 who were not selling mineral water in Market A.

MARKET B Do you sell mineral water Total N 38 Y 120 Grand Total 158  There were 38% of the shops covered in Market B which were not selling mineral water. 32 .  This suggests that there are good number of shops which are availaible to Bisleri to be exploited in near future.

17 11 Kinley 5 6 Kingfisher 1.Q.3 Which mineral water do you sell at your shop? MARKET A Brands Percentage Frequency of various brands being sold at retail outlets Bisleri 70 84 Bailley 7.84 7 Total 100 120 33 .6 2 Fosters .5 9 Aquafina 9.84 1 Others 5.

but in Market B it just have 43% of share.04 10 Fosters 2.11 3 Others 7. this chart is inclusive of that data. In Market A Bisleri is doing excellent with 70% share in the market.26 16 Kingfisher 7. which is way below there standards.66 62 Bailley 13.2 there were 17 shops in market A which were selling 2 brands of water and similarly 19 shops in market B selling more then 1 brand of water.MARKET B Brands Percentage Frequency of various brands being sold at retail outlets Bisleri 43. 34 .5 22 Kinley 11.  If we compare both the markets.04 10 Total 100 142  Off the total number of shops selling mineral water from question no.38 19 Aquafina 15.  There are no close competitors but Bailley and Aquafina eating up certain sales.

4 What kind of customer usually visit your shop for packaged drinking water? MARKET A KINDS OF CUSTOMERS VISITED Frequency Daily walk-in 107 Regular Customer 19 Party & Marriage orders 8 Total 134 35 .Q.

MARKET B KINDS OF CUSTOMERS VISITED Total Daily walk-in 130 Regular Customer 8 Party & Marriage orders 3 Total 141  By this question researcher is trying to find out that what are the kinds of customers. visiting retailers.5 What attracts you the most in choice of mineral water? MARKET A 36 .  Its very clear that maximum number of customers’ are daily walk in. for packaged drinking water. And in this scheme month it sold 402 cartons which included around 300 5ltr pet jars.  There is one shop in Market A (Jaina Ice-cream parlour) which is involved in orders. Q. sells above 300 cartons every month.  But another fact lies behind this question is that retailers involved in regular deliveries and orders are selling way more then those selling to daily walk ins.

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL Frequency WATER No Response 8 Quality 24 Margins 48 Schemes 30 Services 7 37 .

 In Market A schemes take second place but in Market B its quality because all those who are buying Bisleri in market B is because of its quality.  As found in both the markets valid matching figure of 41% in favor of margins. 38 . other companies are providing them more margins then Bisleri.MARKET B WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL Frequency WATER No Response 21 Quality 38 Margins 65 Schemes 26 Services 8 Total 158  By studying this question we can understand that what actually attracts retailers in selection of packaged drinking water.

6 Do you have fridge provided by any company? MARKET A Fridge provided by any company Total N 83 Y 34 Grand Total 117  This question has its place in questionnaire because customers having fridge provided by any company usually are forced not to buy Bisleri as companies like Coke and Pepsi doesn’t allow any other product to be kept inside there refrigerator.  In Market A just 29% retailers have fridge provided by any other company that’s why Bisleri sales are not affected here due to this reason.  There were 30 non respondents in total in these markets to this question. it just comes as a consolation to them.  Response to this question brings about the fact that retailers are most attracted towards margins when it comes to choice of a product. Services with 6% and 8% does not affect the retailers much. Q. 39 .

 These retailers satisfy demand of this region hence Bisleri sales are highly affected.MARKET B Fridge provided by any company Total N 109 Y 49 Grand Total 158  In Market B results are almost same but as sales in this region are less then Market A therefore retailers with Fridge are dominant selling other brand. 40 .

Q.  If we compare it with question number 3 that off these 74% retailers almost all buy Bisleri only leaving 4% behind.7 Does Bisleri distributor visit your shop? MARKET A Bisleri distributor visits your shop? Total N 30 Y 87 Grand Total 117  In Market A 74% of the shops covered are visited by Bisleri distributer.  This suggests that distributors are well up to there task in this region. 41 .

 This is problem which is being exploded by other companies in this region like Bailley.  Only 68 off 158 shops are visited by Bisleri supplier in this region.MARKET B Bisleri Distributor visits your shop? Total N 90 Y 68 Grand Total 158  Major portion of shops in Market B are not visited by Bisleri distributer.  If shops are not visited on regular bases they tend to switch to easily available brand and brand which has better supply system. 42 .  This suggests that system applied by distributers in this region is not successful.

Q.8 How often Bisleri Distributer visits your shop? MARKET A HOW OFTEN HE VISITS? Frequency Percentage Almost Every Day 30 25.69 I Don't Buy Bisleri 23 19.64 Twice or Thrice a Week 27 23.08 Once a Week 28 23.67 Total 117 100 43 .93 Never 9 7.

 In Market A 25% shops are daily visited by dealer on the other hand just 2% in Market B.08 Once a Week 43 27.53 Twice or Thrice a Week 27 17.15 Total 158 100  In this question difference between respondents to “Never” and “I don’t buy Bisleri” is that Never respondents prefer to buy Bisleri but nobody visits them and later don’t buy Bisler at all.22 Never 49 31. 44 .01 I Don't Buy Bisleri 35 22.MARKET B HOW OFTEN HE VISITS? Frequency Percentage Almost Every Day 4 2.

9 What is your monthly consumption of Bisleri?(no.  Major portion of respondents in Market A have given positive response as tilt of answers is towards first.87 50-100 5 6.06 25-50 14 16. on the other hand responses are more towards answer three.  In Market B there are more then 53% of shops not visited at all by the distributer. four and five. There are just less then 8% shops in Market A which are not visited but in Market B 31% shops are never visited by dealer and that is taken as a complain against supplier. second and third option.02 45 . Q. of cartons) MARKET A YOUR MONTHLY CONSUMPTION OF BISLERI? Frequency Percentage 0-25 54 65.

50 50-100 1 1. Q.63 150 & above 2 .85 25-50 18 29.  In Market B company doesn’t have any above 100 cartons customers. hence they themselves cover up for companies other 60%-70% customers.  Biggest customers who fall in category of above 150 cartons have capacity of selling 150 to 450 cartons.41 Total 83 100 MARKET B YOUR MONTHLY CONSUMPTION OF BISLERI? Frequency Percentage 0-25 42 68.25 cartons in month.100-150 8 9.10 Are you satisfied with the services provided by Bisleri distributer? 46 .65 100-150 0 0 150 & above 0 0 Total 61 100  It can be clearly seen from both the markets that maximum shops selling mineral water cannot sell more then 0.

 There were 25 non respondents to this question.  There were just 18% non satisfied shopkeepers.  There were few replacement problems with these respondants.  Reason behind non satisfied customers were----  Not providing bills on time. 47 .MARKET A Are you satisfied? Total No Response 25 N 21 Y 71 Grand Total 117  61% of shopkeepers in Market A were satisfied with the services provided by the distributer.  There was a case of supply of special railway water of less MRP at normal rates.

11 How often does he provide you a bill on your purchase? MARKET A 48 .  Major reason stated by these people was no supplies or irregular supplies.MARKET B Are you satisfied with supplier? Total No response 65 N 54 Y 39 Grand Total 158  There were more number of shopkeepers in Market B were unsatisfied with 34%. Q.

51 Never 11 13.07 Total 83 100 49 .25 I never ask for a bill 15 18.HOW OFTEN DOES HE PROVIDE YOU A BILL? Frequency Percentage Always 35 42.16 Sometimes 22 26.

 Around 14% retailers in both the markets were never getting bills by distributor.12 Would you like to place any order 50 .15 Sometimes 24 39. Q.35 Never 9 14.  This states that shopkeepers to avoid taxes and extra charges don’t take bills.  There was also negative sign on part of retailers. 18% in Market A and 14% retailers in Market B never cared to take bills from distributers.75 I never ask for a bill 9 14.  Also these people were supplied on differentiated rates.MARKET B HOW OFTEN DOES HE PROVIDE YOU A BILL? Frequency Percentage Always 19 31.75 Total 61 100  Only 42 percent and 31 percent shopkeepers in both the markets were getting bills on regular bases.

 250ml  500ml  1ltr  1. WALLCLOCK 9 2 2.  These supplies were made by directly placing order to the distributer by researcher. ICE-BOX 6 0 4. TRAVELBAG 5 1 3.  In Market B major respondents were those people where supply was very irregular. SUMMARY OF GIFTS DISTRIBUTED SR.  This response were majorly from those people who wanted to reach there targets to avail the scheme provided by company.  In total there were orders of around 150 cartons in whole. MOBILE HANDSET 3 0 CUSTOMER SURVEY 1: Do you prefer packaged drinking water? 51 .5ltr  2ltr  5ltr jar  20ltr jar  There were total of 34 retailers who responded to this question and placed there orders.NO GIFTS MARKET A MARKET B 1. TROLLY-BAG 0 0 5.

7 The above bar chart.Ans : Packaged: 73 corporate Non – Packaged: 27 corporate Fig. municipality water. Packaged water market has a good scope in corporate world. according to the analysis depicts that there is high demand of packaged drinking water in the corporate sector.O. system. 52 . own R. Hence corporate world is opting packaged water rather then non – packaged one.73% of the corporate are preferring packaged drinking water while 27% of them are preferring non-packaged drinking water like: aqua guard.

O.: 27 Others [Glacier. Hence local brands are more preferable then branded one like BISLERI. And rest by aqua guard and own purified systems.e. kingfisher. 53 . only 14% and other branded water like aquafina. Ganga etc.]: 30 Fig. 8 The above figure shows the share of Bisleri water in corporate sector i.2: Which brand of packaged drinking water you are currently consuming? Ans: Bisleri: 14 Paras: 0 Aquafina: 2 Hello: 11 Kinley: 4 Prime: 8 Kingfisher: 4 Aqua guard/R. Shudh. Mckinsey. Basically corporate market has been ruled by local players like hello. Kinley holds only 2 – 4 % share. prime and other brands which hold 50% of the sector.

Maximum corporate i. Corporate sector is demanding more innovations and more price discounts schemes etc.e. 9 The above diagram shows that how loyal an organization is towards one particular brand. Hence. The one who is providing all that they immediately shifts to that advantageous brand. 24% stick to one brand for 7 to 12 months.3: How long your organization has been associated with this brand? Ans: b/w 0-3 months b/w 4-6 months b/w 7-12 months above 12 months 13 22 24 14 Fig. corporate are more demanding and less loyal towards the brand. So this brings out the uncertain behavior of the corporate sector towards one brand. then 22 % for 4 to 6 months only 14 % are associated for more then a year. 54 .

4: Do you feel that packaged drinking water has a seasonality effect? Ans: Yes: 60 No: 13 Not available: 27 Fig. publicity. 9 Above pie chart shows that 60% of the corporate feel that water has seasonality effect which means that during summer season water is demanded more then in winters. 55 . banners in summer season which will help it to increase its sales. Hence Bisleri should try to create its awareness more among consumers through advertisements. While 30% don’t feel like this.

5: Which factor can change your brand preference? Ans: RO/AQUAGUARD Q PX PX+Q S 27 3 11 34 1 S+Q PX+S Q+PX+S Q+PX+P S+P+Q Q+PX+S+P 5 9 4 3 1 2 Where: Q = Quality S = Service PX = Price P = Packaging Fig. 10 According to the above study price and quality combination is the most preferable one among the corporate sector i. Hence through this it is concluded that price is one of the most 56 . 34% corporate are opting it. Then 11% of the corporate prefer price as the most important factor.e.9% of the corporate opt for price and service combo.

Hence through this we can conclude Bisleri’s performance as up to the mark but the only problem is Bisleri price which is Rs. 57 . While 15% think Bisleri as standard brand in front of other bottled water players. as they are offering their product at less price like Rs.important factor which can change the brand preference of the corporate sector. 25 – 40 for one 20 litre jar well branded packaged water are at Rs. 50. they want quality but at the minimum price. This is the only reason why organizations are opting more local brands like hello. shudh etc. prime. Quality is also the one of the factor but organizations are not ready to compromise over the price. Nobody rate Bisleri as poor brand. 6: How do you rate Bisleri with other players in the market? Ans: VERY GOOD GOOD STANDARD BAD 5 57 11 0 Fig. 11 According to the above diagram Bisleri’s position in corporate market is almost satisfactory as 78 % rate Bisleri performance as good and 7% as very good. 60 per 20 litres which is the main obstacle due to which organizations are opting other local packaged water brands. So BISLERI should concentrate over their cost minimization factor.60 for 20 litre jar.

according to them Bisleri should more focus on its promotional activities like advertising. should provide more consumers benefit schemes.A. awareness among people. 8 65 27 Fig. advertising. 58 . sales campaigns. advertising. and publicity? Ans: YES NO N. also put their banners. and publicity.7: Are you satisfied with Bisleri’s awareness programmes.12 The above survey shows the satisfaction among organizations regarding the Bisleri’s sales promotion methods. And the results are like this 65% of them are not at all satisfied with Bisleri campaigns.

8: How long are the organizations associated with the brand they are using? Ans: Fig. Brand loyal clients are in very less ratio i. the ones who are using the brand for more than one year.e. 13 The above pie-chart depicts that how long are the organizations associated with the brand they were using. Most of the organizations lie between the category of 4-8 months that’s because there are different promotional schemes that keep on coming & entice the organizations to switch over to other brand. 59 .

9: Which factors can lead to shift in Brand Preference? Ans: Fig. Another factor that was also in good percentage was the combination of service & price. As it is clearly seen that major percentage is of the organizations who think price to be the top priority. For these organizations their employees’ health is of major concern. Service was also considered as an important factor for brand switching. 14 The above pie. Then. Price was very important for them they thought that till none of their employees fall sick they are fine with the quality. Then comes quality. 60 . comes the combination of quality and price. the organizations who think “health is wealth” come under this category.chart depicts different factors that the organizations think can lead to shift in their brand preference.

 Brand recognisation. Eg-Pepsi and coke.  Initiaters advantage. 61 . channel. market.  Distributers reluctant to change.  Only company in 1.5ltr segment.  Best quality product accepted. OPPORTUNITIES THREATS  Growing Indian packaged drinking  Nearly 200 brands in this sector. water market.  Highly priced products.  Well established distribution  High costs of production.  Many new players entering  Expected to cross 1000 crore mark..  Competitors ability to invest.SWOT ANALYSIS OF BISLERI STRENGHTS WEAKNESSES  Nearly 60% share in market.

which is bringing down the sales in many areas. this in turn is breaking sales of Bisleri cause usually a customer asks for cold water. hence they are not ready to always pay more then 12 rupees for a 1ltr bottle which sells most.  There were lots of complains in Market B of suppliers.  Most positive aspect of Bisleri in market is that people believe that Bisleri is a best quality packaged water in market. many of retailers responded that Bisleri people doesn’t visit at all.  Companies like Aquafina and Kinley are providing free product to the shopkeepers with purchase of there cola’s. and market customers are daily walk inns. 62 . FINDINGS  Retailers in Delhi believe that water is just water and it does not make difference from whom they buy it from.  Distributers just don’t visit any other shops except those which regularly buy from them in other words they just don’t move away from there set routes.  Pepsi and Coke provide free refrigerators to retailers in which they are not letting them keep any other companies product.  Retailers in Delhi mostly believe in what are the margins provided to them by the companies.  Retailers in Delhi are in habit of not asking for bills and suppliers too don’t provide bills on regular bases on there own.  As Delhi is very old city hence there are lots of shops in small streets which are not covered by distributers.  Apart from all the issues overall Bisleri still holds it position as a Market leader. as they usually just move along main roads.  Distributers in Delhi are very reluctant to change.  Bisleri is a highest priced product in the market.

Some of the Points that can be concluded are:  Bisleri is a high priced product in the market. not by decreasing the others players share of the cake. enjoying almost 50% market share. . 63 . I think from my point of view it would be better for Bisleri if it will try to increase the share of cake by increasing the size of the overall cake. CONCLUSIONS Bisleri provides seamless packaged drinking water services and still holds biggest share in market and it needs to keep improving upon its services to keep that share intact because its competitors are very strong and have ability of huge investments. hence they are not ready to always pay more then 12 rupees for a 1ltr bottle which sells most. it should try to convert the non customer of packaged drinking water to Bisleri customer.  Bisleri Has a very wide and the largest distribution network in the industry.  Bisleri is the market leader in the sector. and market customers are daily walk inns. It means it should try to increase its customer base not by converting the other companies existing customer. Bisleri is pioneer of the industry.

Bisleri needs to make at least a team of 5 salesman to cover whole Delhi to keep a good check on secondary sales of company.  Bisleri needs to regularly come up with certain attractive schemes so that it can compete with its giant competitors like Pepsi and Coke. company just have 3 sales man.  Bisleri must give there good and regular customer’s complimentary gifts to always keep them faithful towards company.  Every month a team of people must visit every shop in problem markets at least ones to remind them of there importance to company. 64 .  Bisleri must appraise there suppliers on there good work which will in turn motivate suppliers who are not doing well to work hard.  Distributer in Market A are doing excellent job but story is not same in Market B so company needs to educate there distributers by making them learn about the working of other distributers. RECOMMENDATIONS  First of all Delhi is not a small city.