PROJECT REPORT ON

“TO STUDY THE CONTRIBUTION OF MARGINAL OUTLETS IN THE PACKAGED DRINKING

WATER MARKET IN GUWAHATI”

A PROJECT REPORT SUBMITTED IN THE PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA), IN NERIM GROUP OF INSTITUTIONS UNDER DIBRUGARH
UNIVERSITY & APPROVED BY AICTE.
Submitted By

MEGHNEIL KASHYAP
MBA 3RD SEMESTER
ROLL NO:
SESSION: 2017-2019

UNDER THE GUIDANCE OF

INSTITUTIONAL GUIDE
ORGANIZATIONAL GUIDE
MR. BHASKAR DYUTI SINGHA
MR. ASHWIN BORAH ASSISTANT PROFESSOR
SALES MANAGER DEPT. OF BUSINESS
G.D FOOD &BEVERAGES ADMINISTRATION
(BISLERI INTERNATIONAL NERIM GROUP OF
PVT. LTD.) INSTITUTIONS
GUWAHATI GUWAHATI

NERIM Group of Institutions

Padma Nath Sarmah Bhawan
Joyanagar, Khanapara, Guwahati-781022

1
 ACKNOWLEDGEMENT

At the very outset, I would like to thank the management of G.D FOOD & BEVERAGES for giving me the
permission to do my project work at their organisation.

I am also thankful to Dr. Sangeeta Tripathi, Dean of NERIM and Dr. Zoii Nath Sharma, Director of NERIM
for their constant support in the project work.

I am thankful to my Organizational Guide Mr.Rintu Bhoradwaz, Corporate Sales Manager of G.D FOOD
& BEVERAGES for giving me the opportunity and facilities to do my project and for his excellent help and
valuable suggestion in completing this project in time.

I feel proud to express my sincere thanks and indebtedness to my esteemed Institutional Guide, Mr. Bhaskar
Dyouti Singha, Assistant Professor, NERIM for all his suggestions , invaluable guidance and constant
encouragement for successful completion of my project.

Last, but not the least, I take this opportunity to express my gratitude towards all those who had
accompanied and directly encouraged and helped me in successful completion of this project.

Date : Meghneil kashyap

Place : MBA 3rd SEMESTER.

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EXECUTIVE SUMMARY
1. PROJECT TITLE : “ role of marginal outlets on packaged drinking water market”.

2. ORGANISATION : G.D Food &Beverages.

3. INSTITUTIONAL GUIDE :Mr. Bhaskar Dyuti Singha

Assistant Professor, NERIM Groups of Institutions.

4. ORGANISATIONAL GUIDE : Mr. Ashwin Borah

Corporate Sales Manager, G.D Food& Beverages.

5. LOCATION OF THE STUDY : Guwahati.

6. DURATION OF STUDY : 1 month (9th July to 11th August)

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OBJECTIVE OF THE STUDY
TO STUDY THE CONTRIBUTION OF MARGINAL OUTLETS IN THE PACKAGED DRINKING
WATER MARKET IN GUWAHATI.

PRIMARY OBJECTIVE

Role of marginal outlets in selling Bisleri

Examining the service quality provided by Bisleri

Studying the competition of packaged drinking water at marginal outlet market

SECONDARY OBJECTIVE

Effect of Bisleri in marginal outlet business scenario

To study the consumers' satisfaction in reference to Bisleri.

To study the Brand Loyalty if any in use of packaged drinking water.

RESEARCH METHODOLOGY:

Type of Research :Descriptive

Type of Data :Primary Data

Data collection :Questionnaire.

Sample :Corporate Sectors’

Sample Size : The sample for the study comprises of 130 respondents.

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LIMITATION OF THE STUDY:

 The study relied more on the primary data and the data was collected from a small population of 130
, therefore, the findings may not applicable in their true sense when they are applied in general.

 As the duration of the internship was only one month, therefore it was very difficult to conduct the
entire study for the vast sector.

 The study is only limited to Guwahati city which ignores the entire public in general.

 The answer of the customers could have been biased which may affect the analysis of the study.

.MAJOR SUGGESTIONS
 Effective advertisement through television should be telecasted to improve sales.
 The distribution of Bisleri to the customers should be delivered at proper time.
 The advantages of the water must be discussed more for the knowledge of the people.
 People are not much aware about the facilities provided by Bisleri.
 The price structure of Bisleri must be re-looked for better results in the market.
 A warehousing must be set up immediately in order to capture more markets in Guwahati city.

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 TABLE OF CONTENT

Declaration
Certificate of Institutional Guide
Certificate of Organizational Guide
Acknowledgement
Executive Summary
CHAPTER NO. CHAPTER NAME PAGE NO.
Chapter1 1.1INTRODUCTION 8-29
1. 2ABOUT INDUSTRY.
1.10ABOUT COMPANY
1.17ABOUTTHE SUBJECT.
Chapter2 2.1RESEARCH 30-36
METHODOLOGY
2.2STATEMENT OF THE
PROBLEM
2.3OBJECTIVE OF THE
STUDY
2.4GOOD RESEARCH
DESIGN
2.5RESEARCH DESIGN
2.6SCOPE OF THE STUDY
2.7SOURCE OF DATA
2.8SAMPLE DESIGN
2.9TYPE OF RESEARCH
2.10SOURCE OF DATA
2.11ANALSIS OF DATA
2.12REFERENCE PERIOD
2.13LIMITATION OF THE
STUDY
Chapter3 3.DATA ANALYSIS AND 37-43
INTERPRETATION
Chapter4 SUMMARY OF FINDINGS 44-56

Chapter5 5.1CONCLUSION 57-58

5.2SUMMARY

Chapter 6 SUGGESTIONS AND 59-61

CONCLUSIONS
Annexure
Bibliography

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 LIST OF TABLES
Table No. Table Name Table No.
1.11 Company profile of bisleri 11
international ltd..
1.20 Industry profile of g.d food 29
&beverages.
4.1 Type of outlet’s responded 45
4.2 Respondent’s preference of 46
drinking water

4.3 Effect of visible change on 47

business after introduction of
bisleri
4.4 Rate the quality of other 48
brand’s product and services.
4.5 Problems faced with the 49
current market offerings.

4.6 Factors for keeping packaged 50

drinking water in the outlet
4.7 Delivery of bisleri 51
4.8 Thinking about other 52
packaged drinking water ,
what brands comes into your
mind
4.9 Changes the marginal outlets 53
would want in bisleri

4.10 Rate the quality of bisleri 54

products and service
4.11 The pack size of packaged 55
drinking water preferred
most for regular usage.
4.12 Recommendation of 7isleri to 56
others

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 LIST OF GRAPHS

FIGURE NO. FIGURE NAME PAGE NO.

4.1 Type of outlet’s responded 45
4.2 Respondent’s preference of 46
drinking water

4.3 Effect of visible change on 47

business after introduction of
bisleri
4.4 Rate the quality of other 48
brand’s product and services.
4.5 Problems faced with the 49
current market offerings.

4.6 Factors for keeping packaged 50

drinking water in the outlet
4.7 Delivery of bisleri 51
4.8 Thinking about other 52
packaged drinking water ,
what brands comes into your
mind
4.9 Changes the marginal outlets 53
would want in bisleri

4.10 Rate the quality of bisleri 54

products and service
4.11 The pack size of packaged 55
drinking water preferred
most for regular usage.
4.12 Recommendation of 8isleri to 56
others

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 CHAPTER 1 INTRODUCTION

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 PART-A

1.1 BACKGROUND OF THE STUDY

WATER AND LIVING BEING

Water is an essential source of energy. Almost 70% of earth surface is covered with water and
about 60% of our body composed of water. Water is present almost everywhere and its good thing
too, because without water we can't even predict our life.

All living things need water. The Earth is full of water. Water is the most essential
element, next to air, to our survival. Water makes up more than two thirds of the weight
of the human body, and without it, we would die in a few days. Water is important to
complete daily life and to maintain our body health. Thirty years ago packaged drinking
Water‟ barely existed.

Nowadays the product forms an essential business by its stable and

still growing market – locally and globally. Packaged drinking water can be described as
any product, including natural spring or well water, taken from municipal or private
utility systems or other water, distilled water or any of the foregoing to which chemicals
may be added and which are put into sealed bottles, packages or other containers, to be
sold for domestic consumption or culinary use. In 2013 the global packaged drinking
water market is forecast to have a value of $94.2 billion, an increase of 41% since 2007.
This increasing trend reveals that the product meets the demand of countless consumers.

1.2 ROLE OF WATER IN ANCIENT HISTORY

The realization of the importance of pure water for people is evident already from the myths of ancient
cultures. Religious cleanliness and water were important in various ancient cults. Ideas of the salubrity of
water were connected to the general “scientific” level of the society. The first known Greek philosophical
thinkers and medical writers also recognized the importance of water for the public health.

Water is our lifeline that cleans and feeds us. In ancient cultures, water
represented the very essence of life. The Romans were the first to pipe water into their
growing cities, especially with their aqueducts. They also realized that sewage water
could cause damage to people and needed to be removed from the living environment.

Water has played a role not only in the history of countries, but also in religion,
mythology, and art. Water in many religions is symbolised as a soul cleanser and known as
holy water. For example, water at St.Lourdes, France is thought by many religions to be
sacred with healing powers. It brought life to their people, but in drought, produced chaos.
Water has always been perceived as a gift from the gods, as it rained from the heavens.

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1.3HISTORY OF PACKAGED DRINKING WATER INDUSTRY
Although vehicles to bottle and transport water were part of the earliest human civilizations, bottling water
began in the United Kingdom with the first water bottling at the Holy well in 1621. The demand for bottled
water was fuelled in large part by the resurgence in spa going and water therapy among Europeans and
American colonists in the 17th and 18th centuries. The first commercially distributed water in America was
bottled and sold by Jackson’s Spa in Boston in 1767. Early drinkers of bottled spa waters believed that the
water at these mineral springs had therapeutic properties and that bathing in or drinking the water could help
treat many common ailments.
The popularity of bottled mineral waters quickly led to a market for imitation products. Carbonated
waters developed as means for approximating the natural effervescence of spring-bottled water, and in 1809
Joseph Hawkins was issued the first U.S. patent for “imitation” mineral water. As technological innovation
in nineteenth century lowered the cost of making glass and improved production speed for bottling, bottled
water was able to be produced on a larger scale and the beverage grew in popularity. Bottled water was seen
by many as a safer alternative to 19th century municipal water supplies that could be contaminated with
pathogens like cholera and typhoid By the middle of the century, one of America’s most popular bottlers,
Saratoga Springs, was producing more than 7 million bottles of water annually.
In the United States, the popularity of bottled water declined in the early 20th century, when the advent of
water chlorination reduced public concerns about water-borne diseases in municipal water
supplies. However, it remained popular in Europe, where it spread to cafes and grocery stores in the second
half of the century. In 1977, Perrier launched a successful advertisement campaign in the United States,
heralding a rebirth in popularity for bottled water. Today, bottled water is the second most popular
commercial beverage in the United States, with about half the domestic consumption as soft drinks.

1.4 PURIFYING AND TREATING PACKAGE DRINKING WATER

People want drinking water that is free of bacteria, sparkling and without an
Objectionable take or odour. Water in its natural state seldom has these qualities. So, after
Water is drawn from source , it is piped into a treatment plant. The plant put the water
through one or several process, depending on the quality of the untreated water, and the
city’s standards. Many cities use three levels of processing which are:
i. Coagulation and setting
ii. Filtrations
iii. Disinfection

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1.5 VARIETY OF PRODUCT AND PRODUCT FORM
Bottled water is sold in a variety of packages: pouches and glasses, 330 ml
bottles, 500 ml bottles, one- litre bottles and even 20- to 50-litre bulk water packs.
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. Premium natural mineral water includes brands such as Evian, San Pelligrino and
Perrier, which are imported and priced between Rs.80 and Rs.110 a litre. Natural mineral
water, with brands such as Himalayan and Catch, is priced around Rs.20 a litre. Packaged
drinking water, which is nothing but treated water, is the biggest segment and includes brands
such as Parle , Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina. They are priced in the
range of Rs.10-12 a litre. The FDA also classifies some bottled water according to its origin.

i. Artesian well water: Water from a well that taps an aquifer--layers of porous
rock, sand and earth that contain water which is under pressure from surrounding
upper layers of rock or clay.

ii. Mineral water: Water from an underground source that contains at least 250 parts
per million total dissolved solids. Minerals and trace elements must come from
the source of the underground water. They cannot be added later.

iii. Spring water: Derived from an underground formation from which water flows
naturally to the earth's surface. Spring water must be collected only at the spring or
through a borehole tapping the underground formation feeding the spring. If some
external force is used to collect the water through a borehole, the water must have the
same composition and quality as the water that naturally flows to the surface.

iv. Well water: Water from a hole, bored or drilled into the ground, which taps into
an aquifer.

v. Tap Water: Some bottled water also comes from municipal source in other
words the tap. Municipal water is usually treated before it is bottled.

vi. Sparkling water – Sparkling water contains the same amount of carbon dioxide that it had at emergence
from the source. The carbon dioxide may be removed and replenished after treatment.

1.6 MARKET POTENTIAL

Unfortunately sufficient safe potable water is not available everywhere in the country, either harmful
chemical substances are found in the layers of earth which enter into water or it may be contaminated due to
pathogenic micro-organisms. If such water is consumed, the body suffers from water born diseases. Due to
this, it has become imperative to process and bottle safe potable water for the mankind in prevailing
conditions. The demand for purified water becomes more during summer season. Although few companies
have already entered in the bottling of safe potable water and mineralised water, but still huge gap is there
in between demand and supply at all metropolitan-cities and towns. The product is widely accepted in
offices, restaurants, railway stations, airport, bus stands, hospitals and to some extent even in rich house-
holds. So there is good scope for establishing the units for processing and bottling
plain and mineralised drinking water in different parts of the country.

1.7 MARKET ANALYSIS OF PACKAGED DRINKING WATER ON

ENVIRONMENT
i. 80% of the diseases in India are water-borne.

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ii. 60% - 80% children suffer from water-borne diseases.
iii. 50,000 people die every day due to water contamination.
iv. India has 17 million cases of viral hepatitis, and
v. 8 million cases of typhoid every year

1.8 PACKAGED WATER COMPETENCE TO OTHER SOFT DRINKS

Carbonated soft drinks remained, by far, the largest liquid refreshment beverage
category, but they continued to lose both volume and market share. Volume slipped 0.8%
from 13.9 billion gallons in 2009 to 13.8 billion gallons in 2010, which resulted in their
market share moving down from 48 per cent to 47 per cent. Nonetheless, certain soda
trademarks, such as Dr Pepper, Mountain Dew and Sprite, did achieve growth. Moreover,
carbonated soft drinks accounted for five of the 11 biggest beverage trademarks during
2010, with Coca-Cola and Pepsi-Cola retaining their perennial first and second positions.

Bottled water had four entries among the leading trademarks for the first time in
2010 (with two brands essentially tied for the tenth place). Bottled water declined in 2008
and 2009 but recovered in 2010, when volume grew by 3.5 per cent. Four companies
accounted for all of the leading refreshment beverage trademarks. Pepsi-Cola had five
brands, including the sole fruit beverage brand to make the list, Tropicana. Coca-Cola
had three, while Nestlé Waters North America (NWNA) and Dr Pepper Snapple Group
(DPSG) had two and one, respectively.

1.9 PESTLE ANALYSIS FOR PACKAGED DRINKING WATER

We have considered Indian mineral water industry for the analysis. The key points are given below
followed by the analysis.

 Political

There are various political parties protesting against the pricing of mineral water.

There is stable government at the centre with liberal policies.

The government has imposed price ceiling on bottled water.

 Economical

There is an increase in per capita income.

Most of the people are from middle and upper middle class.

Expansion of multinationals, IT and BPO companies in Tier 1 and 2 cities.

There is no licensing policy adopted in this sector.

There is availability of cheap labor.

The government is promoting new bottling plants through public-private partnership.

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  Social

Bottled water was earlier considered as a status symbol.

Bottled water is now the only source of pure drinking water in areas where there isscarcity of water.

The bottled water is considered to be safe as compared to ordinary tap water.

There in increase in health consciousness of people.

 Technological

The bundling of technologies like distillation, reverse osmosis, activated carbon filter, helps in better quality
of water.

There has been a shift in packaging from bottles made of glass to bottles made of PET. This helps in
recycling and reducing environmental pollution.

 Legal

Governed by PFA and BIS standard.

BIS has provided standards for mineral and drinking water. The BIS approval was made mandatory from
1999.

Mineral water should be packed in clean, colorless, transparent, odorless, tamper proof bottles made up of
polyethylene.

PFA and BIS lays standard for metals like lead, mercury, arsenic, aluminium and barium.

 Environmental

The use of Plastic for bottled water increases environmental pollution.

The increase in consumption of bottled water causes depletion of valuable fossil fuels.

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 PART-B

About Industry

BISLERI

“WATER WATER EVERYWHERE BUT JUST A LITTLE THAT IS CLEAN”

Bisleri International Pvt. Ltd is an Indian beverages company best known for its eponymous Bisleri brand of
bottled mineral water.

The Parle Group, founded by Late Jayantilal Chauhan, began manufacturing soft drinks in 1949. Bisleri, an
Italian mineral water company was launched in Mumbai in the year 1965.

The Parle Group purchased Bisleri from the Italian entrepreneur Signoror Felice Bisleri in 1969.Bisleri has
been the most trusted choice for mineral water in India and some other countries for more than
50years.Bisleri has witnessed this successful growth under the leadership of the visionary chairman and
managing director, Mr. Ramesh Chauhan. Bisleri has always felt responsible towards the society and Mother
Earth, and hence various activities are initiated Google on regular basis to help preserve the environment.

1.10TIMELINE OF BISLERI

1)Fig 1.1

1965: Bisleri is launched in Mumbai

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 2)Fig 1.2

1969 Parle buys Bisleri Ltd. from an Italian entrepreneur, Signor Felice Bisleri. Bisleri originated
in Italy from a spring called Angelica in a town called Nocera Umbra

3)Fig 1.3

1991 Bisleri 20 Litre is introduced as an economy pack for home and office

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4)Fig 1.4

2000 Launch of Bada Bisleri, a 1.2 litre pack

5)Fig 1.5

2006 Bisleri changes its design and packaging from blue to green, thus differentiating itself from
the competition.

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6)Fig 1.6

2006 Bisleri launches Natural Mountain water from the Himalayas

7)Fig 1.7

2009Bisleri launches limited edition celebration bottles, available in 250mland 500ml. It

ushered in the festive season of that year.

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8)Fig 1.8

2010 Bisleri launches limited edition range of bottles with "Celebrate Cricket" labels, available
in 250ml and 500ml

9)Fig 1.9

2011 Bisleri launches limited edition range of bottles with "Celebrate Cricket" labels, available
in 250ml and 500ml

10)Fig 1.10

2012 vedica reinvented

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11)Fig 1.11

2013 Bisleri launches "Kiss to Drink"campaign to promote 500ml bottle and encourage every
individual to buy and kiss their own 500ml Bisleri bottle

12)Fig 1.12

2016 Bisleri launches 'Rockstar', 300 mlbottle of mineral water

13)Fig 1.13

2017 Bisleri introduces regional language labels for mineral water

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  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”.

 MISSION:

“To provide the highest quality

Product, keeping in mind all aspect

Including freshness purity and safety

And making it easy available to the

Consumer at very affordable price.”

By Ramesh Chauhan

(M.D. of Bisleri International Pvt .Ltd)

“We are in the business to serve the customer. He is the most important person. He is the only one who pays.
He deserves the best quality and presentation at a worth of the price. We must have world class quality, at
the lowest production & distribution cost. This will make us unbeatable leader, and will have satisfied loyal
customers”.

 VALUES:

“Integrity, Leadership , Teamwork, Co-operation, Quality, Passion, Openness and Transparency.

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TABULATED REPRESENTATION OF THE COMPANY PROFILE

Table 1.1

Name of the company Bisleri International Ltd.

Establishment Date 1965

Head –Quaters Mumbai, India

Key – people Signor Felice Bisleri( Founder)

Ramesh J. Chauhan( Chairman & Promoter)
Industry Packaged drinking water

Parent Company Parle Bisleri

Website www.bisleri.com

1.11 A BRIEF HISTORY ABOUT BISLERI

In the year 1949, The Parle group founded by late Shri Jayantilal Chauhan starts manufacturing soft drinks
who in the year 1965 launched Bisleri in Mumbai. In the year 1969, Parle buys Bisleri Ltd. From an Italian
entrepreneur, Signor Felice Bisleri. Bisleri originated in Italy from a spring called Angelica in a town
called Nocera Umbra.

In the year 1991, Bisleri 20 Litre is introduced as an economy pack for home and office.

In 2000, Bisleri launches ‘Bada Bisleri’, a 1.2 Litre pack. Bisleri changes its design and packaging from blue
to green, thus differentiating itself from the competition in the year 2006 and also in the same year Bisleri
launches Natural Mountain water from the Himalayas.

In the year 2009, Bisleri launches limited edition celebration bottles, available in 250ml and 500ml. It
ushered in te festive season of that year.

Bisleri launches the ‘Stay Protected’ campaign with the message ‘PROTECTS THE ONE YOU LOVE’
.Home- sized of 15litre is introduced as an ideal pack for home use in 2011 and Bisleri launches ‘Club
Soda’.

In 2012,’ Vedica’ Reinvented.

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In 2013, Bisleri launches “Kiss to Drink” campaign to promote 500ml bottle and encourage every individual
to buy and kiss their own 500ml Bisleri bottle.

In 2014, Bisleri launches ‘Urzza’, an energy drink.

Bisleri launches four fizzy soft drinks- Spyci, Limonata, Fonzo and Pina Colada and launches ‘Rockstar’,
300ml bottle of mineral water in the year 2016.

In the year 2017, Bisleri introduces regional language labels for mineral water and in the year 2018, Bisleri
launches ‘Fonzo’, a beverage which has a unique combination of tasty mango juice and refreshing fizz.

1.12 MARKET SCENERIO OF BISLERI.

In 1967, Bisleri set up a plant in Bombay for bottling and marketing actual mineral water, which didnot
work. By 1969 Bisleri wanted to exit the business and to help him out the Chauhan’s bought the brand,
intending to turn it into a soda brand. Since then it has come a long way. Now it owns a large percentage of
shares in the Indian market and also it has its presence in International Water Market.

1.13 JOURNEY OF BISLERI

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then.

Early-1980s: Shifts toPVC(Poly Vinyl Chloride) bottles, Sales surge.

Mid-1980s: Switche to PET bottles, which meant more transparency and life for water.

1993: Sells carbonated drinks brands like Thumps Up, Gold spot and Limca to Coco-Cola for Rs. 400 Crore.

1995: Bisleri launches a 500ml bottle and sales shoot up by 400percent.

2000: Introduces the 20-litre container to bring prices down from Rs. 10 a litre to Rs 2 a litre.

1998: Introduces a tamper- proof and tamper- evident seal.

2000:BIS cancels Bisleri’s license of water bottling in Delhi since some of the bottles didnot carry ISI label;
the license is restored one and a half months later.

2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show kinley’s market share
at 35.1 percent compared to Bisleri’s 34.4 percent.

2003: Bisleri says it plans to venture out into Europe and America to sell bottled water.

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1.14 GROWTH OF BISLERI IN INDIA
According to report by Ikon, a marketing consulting company, the packaged water industry is estimated at
Rs. 8000 crore currently and is expected to touch Rs. 10,000 crore by the end of the fiscal 2012-13. It may
even touch 15,000 crore mark by 2015. The industry has seen a compound annual growth rate of about 19%.

Parle’s Bisleri has the highest market share of about 36% .Bisleri enjoys around 65 per cent market share
in the nearly Rs. 5,000 crore bottled water segment ( commonly known as mineral water).

Bisleri was the market leader in the early 1990’s. In 1990- Parle Bisleri ltd had a 70% market share. The
major players of Bisleri were Pepsi, Coco-Cola, Bisleri ’s market eroded. Bisleri even launched pure and
safe ad campaign. Bisleri was a generic brand until 2000.

PRESENT SCENERIO-

 Bisleri’ s distribution network contributed to the company’s decline in market share

 Bisleri is struggling to hold on to its 40% market share. It continues to concentrate on bulk line (5,
10, 20 litres).
 Bisleri takes on kinley.
 Bisleri tries to do away with marketing myopia.
 Bisleri tries to stand out from competitors.
 It re invests in the brand

1.15 SWOT ANALYSIS OF BISLERI

 STRENGTHS
 Increasing popularity

The popularity of Bisleri is growing at rapid pace. It has become the first preference of people when they go
to purchase the mineral water. Bisleri is enjoying a growth of 50% per year. Its small pack is increasing its
popularity for individual purpose and its bulk pack is creating huge demand which is conducive to

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captivating the market. The bulk segment of Bisleri is generating 60-70% of total revenue and company is
looking forward to augment it to 80%.

 Distribution channels

Bisleri has around eighty thousands outlets in India. It distributes products directly to retailers through its
large fleet of truck by using a system known as route selling in which truck driver is trained as a
service man. This helps in maintaining the freshness of water and shape of bottles.

 The safety seal

In order to deliver the quality product to the customer every bottle of Bisleri is sealed with a unique cap
which is patented and cannot be replicated. This is a technical strength of the company which guarantees
that customer will get product of standard quality not duplicated.

 Weaknesses

 Reusable bottles

According to some relevant market research it is found that bottles are reused and refilled with unhealthy
water at railway stations. The tampering of seal and reuse of bottles is a matter of concern for consumers and
for company also. It defame the brand image of the company. For example- some local sellers fill Bisleri
bottles with impure and unhealthy water and they sell it to uneducated customers as Bisleri water which
affects their health and brand image of the company.

 Errors in production

Some faults have been found in the production process of Bisleri products. In some purity tests pesticides
were found in water. In the year 2002, tests were conducted by authorities they found 2 cm insect in Bisleri
bottle. That has reduced its sales and brought down the reputation of the company. Some factories lost their
license due to faults in production.

 Government pressure
FDA has stopped the production of BISLERI due to insects and pests were found in BISLERI bottles. Later,
Government gave the permission to resume their production but consumers were not satisfied and moved
towards other brands. It is tested by various authorities constantly.

 Unable to fulfill the demand of the customer

In some parts of south India big BISLERI bottles are in great demand but the company is notable to fulfill
the demand of consumers for individual purpose. It is reducing the demand for BISLERI and that is why
people are bound to purchase other brands of mineral water.

 Opportunity

 Field growing at rapid pace

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Water seems to be the best beverage for India in the upcoming time period. In last several years, it has been
indicated that drinking water market has shown high level of activity with several new competitors. The
worth of the bottled market is expected to be increased from Rs.1000 crore to Rs.5000 crore by 2010.

 Effective utilization of distribution chain

It is becoming a generic name for mineral water and if company can use the distribution channel in order to
provide the product to place where consumer require it most then company can gain more success in this
field. This company can establish good relations with dealers and other distributors to market the product all
across the world.

 Expansion in Europe

Bisleri has introduced its product in European market which has brought lots of opportunities for the
company in the bottled water market. It will recover the loss of brand image; the company has faced when
insect was found in the market. It will be a strong response to critics and it will enhance the trust of the
consumer in Bisleri. It will improve the quality and provide international brand image.

 Introduction of premium pack

Bisleri has a range of its premium products. This is manufactured for use in five-star hotels and other first-
class consumers. The cost of this pack will be Rs. 20 per litre. It will create tough competition with EVIAN,
the greatest player in this field whose product costs Rs. 85 per litre.

 Iteration of image
The company has changed its colour from blue to green and by doing this company has offered a new
product to the customers and they will enjoy a fresh product.

 Increasing production
The company is focusing on the market and looking forward to increase the production by establishing new
more plants. It will enhance the capacity of production of the company.

 Threats

 Entry of big players

The market growth is showing that the demand for the mineral water is increasing. Therefore, big players
are focusing on the market; players like Pepsi, Coke, Britannia and nestle are curious to increase their stakes
in the market. Due to the tough competition between Pepsi and Coke, Bisleri can be dissolved.

 Entry of new players

New players are entering the market in order to capture some shares. Some of the players like Tata-Tea and
Godrej are looking forward to launch their product and this will heat the
competition. There are some other brands like EVIAN, ATCO, BRILLIAN water, DS FOODS are also
looking forward to launch their products. Hindustan lever is also looking forward to launch its product in the
product and this will lead to a tough competition.

 Water filter manufacturing companies

It is facing competition from water filter manufacturing companies like Eureka forbes. They are marketing
their product in the market which has reduced the sales volume of bottled water.
 Unauthorized manufacturers

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In rural areas Bisleri is facing a tough competition from unauthorized manufacturers. The local
manufacturers sell their products at a low price than branded products.

 New Government policy

Previously, government was not charging any tax on extracting the water from the ground. According to
new policy, government will impose tax on extracting the ground water and this increase the cost of
production. This will lead to high price of products which every consumer cannot afford. The high
production cost can be compensated by cutting down the market expenses but this will affect the quality of
the product

1.16 CORE COMPETENCIES

There are tangible as well as intangible resources. The tangible resources are termed as the physical assets of
the organization whereas the intangible resources are termed to be non- physical assets such as the
information or knowledge of the product. Bisleri as a brand gains the competitive advantage. It has goodwill
in the market. The concept of the bottled water is prevalent in the western countries as people are very health
conscious. The bottled water slowly and gradually came into existence as Coca-Cola and Pepsi entered the
market.
As people think of the mineral water Bisleri is the first name which came into their mind. Bisleri has
launched itself into many different brands, as Bisleri mountain water and many more. Bisleri
whenever advertise itself on television or on press the only one message which is delivered is Bisleri is safe
and pure. The bottles are sealed and refilled and recycled on timely basis. The seal of Bisleri bottles help the
customers to remove the doubts which were created in their minds about the purity of the brand. Thus, the
brand itself is the core competency of Bisleri. It dominates the market.
As packaged water industry is growing at a fast rate (2.5%PA). Bisleri has a market share of 60%. Bisleri
maintains the physical and financial resources very efficiently and effectively. These resources when
combined helps in maintain and retaining customers expectations to achieve the targets of the company.
Entering into various segments of the society as it produces premium, popular and bulk invests a large
number and an efficient human resources. The intellectual capital of the brand is playing the major role as
the bottle seal of Bisleri is patent.
Bisleri provides a safe drinking water which maintains and take care of the health of the people leading and
attaining the threshold resources. As Aquafina and Kinley the major competitors of Bisleri are entering with
various strategies to beat the competition Bisleri also focused itself to increase the awareness of the brand
through advertising and fulfilling customer’s minimum requirements by giving them pure and safe mineral
water to drink. The various segments it entered into covers different price ranges. The price ranges within 10
to 110 which can be easily available for every section of the society. Bisleri keeps on advertising again and
again that it works on safe and pure form of bottled water, which shows its complementary resources and
competencies. Analyzing these threshold resources and competencies is important for the organization to
sustain itself in the market with the same position. The seal of Bisleri is also acting as its unique resource as
it has got the patent and other organizations cannot imitate it. The brand Bisleri itself acts as a unique
resource as it is so popular in the minds of the people that they don’t switch to other bottled water easily
from Bisleri. This shows that the organization is good in attracting new customers as well as retaining old
customers and people turn out to be brand loyal. The packaging was done in such a way that the customers
can easily view the sparkling clear water inside the bottle. It made the packaging transparent to gain the trust
and confidence of the customers on their brand. It started reinventing and focusing on its distribution
network which also plays its major core competency. There were about 15 bottling plants of Bisleri and
three franchisees all total there were 350000 outlets of Bisleri. It works through manufacturers to clearing
and forwarding agents to distributors and finally to the ultimate customers. It has 52 bottling plants all over
the country as in Delhi, Goa, Mumbai, UP, Jaipur, Chennai, Rudrapur and Bangalore.

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It is going to expand it by setting up new 25 bottling plants across India which will help it achieve 40percent
more of the growth rate in the fiscal. The new bottling plants are being placed in Maharashtra, Karnataka,
Tamil Nadu, Orissa, Kashmir, Jharkhand, Kerala and north Bengal. These plants are going to be partly set
up the franchisees and partly by the company itself. The company is also going to double the capacity of
manufacturing in Mumbai and Nagpur. The company has outlined a dual distribution plan this way to gain
competitive advantage. Parle Bisleri also tried to launch and introduce bottled water in stationary, chemist
shops where other soft drinks were not sold so it was easily available to the customers.
The company worked on its dual-distribution strategy to gain competitive advantage. It kept on working and
entering into rural India, interior markets and penetrating into smaller markets of the country, pushing the
brand in the roadside of metros and new territories. The government institutions, hotels, railways were
targeted as the major chunks of the market.

1.17 PROSPECTS IN BISLERI

 ASPIRATIONS

Bisleri International Ltd. Plans to launch flavoured water to ramp up its product line. Flavoured drinking
water does not contain preservatives and acids as is the case with aerated drinks. Ayurvedic additives such
as tulsi are sometimes used to bring out the taste.

“We are looking at product diversification in the bottled water segment, mainly through associated offerings.
Plans are likely to be firmed up by the end of this year,” Jayanti R Chauhan, (Director ) Bisleri International,
told Business Line in a telephonic interaction.

Bisleri which has 100 shops in Bangalore and Mumbai at present, plans to set upto nearly 300 more this year
in different cities.

ACTIVITIES

According to Chauhan, facial mist or face freshening sprays is another segment that is being explored. It will
be categorised as a personal hygiene offering. The product will look at “Exploiting the existing gaps”
in the segment. Personal hygiene products available in the markets include facial scrubs, hand santitisers
and similar products

Part-c

Company profile

G.D FOOD &BEVERAGES

G.D. Food &Beverages was started in 3rd of November 2010 at Senchowa A.T. Road, Nagaon .It is a
partnership based Industry which promote the manufacturing and packaging of packaged drinking water. It
is a franchising industry manufacturing packaged drinking water; Bisleri. Product range comprises of two
variants –Bisleri with added minerals and Bisleri Mountain Water. It comes under FMCG sector. The unit
head is accountable for implementation of Quality policy and guidelines. The quality policy is implemented
uniformly across all manufacturing units.

The main source of water is Borewell. The production process adopted by Bisleri is Batch production and
the time taken to fill one bottle is approximately 5minutes. The maintenance of the machine is done every
month and every 45 days, there is sanitation and cleaning of the machine.

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 VISION
G.D. food &beverages plans to dominate markets all over North –East by providing World class
quality product.

 MISSION
It commits itself to produce and market the best product to satisfy the consumer’s present and future
need. Everyone in the organisation is responsible for Quality. It shall strive to train all their people and
develop an obsession for quality in all aspects of work in an organisation.

 VALUES
We are committed to Good Manufacturing practices and achieve continuous improvement in the plant ,
process, and distribution chain.
We ensure full compliance to all Government regulatory norms and strictly adhere to the internal
standards of quality and hygiene.

1.18PRODUCTION CYCLE
 DIS INFECTION: In this stage, water is collected from bore wells which are then disinfected using
chemicals.

 FILTERIZATION: In this stage, water is passed through different filters to kill the bacteria present
in it. Then, filters to kill the bacteria present in it. Then, the water is passed on to the the next level
for filling up.

 FILLING: In this stage, the bottles are ozonated and then the water is filled in the bottles.

PRODUCTION PROCESS

 Quality management of water

Raw water which is collected from the wells is stored in a tank which has a capacity to store 1
lakh litres of water. Then the water is chlorinated to kill the bacteria. Then it is passed through
carbon filter which is used for removing activated carbon and odor and also acts as chlorine
remover. Then it is passed through 10-micron filter. Then it goes through REVERSE
AUSMOSES PLANT, which contains semi-pomitable membrane which removes dissolved
solids and bacteria of size 0.001 micron. It is passed through 1 micron and 0.5-micron filters.
Then the water gets assonated and passed through SS 316 MACHINE. Water is stored in 10000
liter tanks.

 Water Treatment Process

CHLORINATION: It is a process to kill micro organisms and Remove organic matter.
ARKAL FILTER: Removes suspended matter and turbidity.
CARBON FILTER: Removes residual chlorine & odours.
REVERSE OSMOSIS: Removes organic material. Controls total dissolved solids in the water ,
free for longer life.
ADDITION OF MINERALS: For the purpose of maintaining a balanced mineral content.
MICRON FILTRATION: Additional safety measures to guarantee purity.
OZONATION: Ensures water remains bacteria.

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  Blowing of BottlesThe bottles in this factory are given the desired shape by the use of blowing
machines. These machines blow at a temperature of 300 degrees Celsus.. This machine has a
blowing capacity of 10 bottles per minute.

 Filling of Bottles

There are three filling machines, which are used for the filling purpose. The different sizes of bottles that are
filed are of 500ml, 1liter, 1.2liters and 2liters respectively. Filling machines are called Jet machines.

 Filling of Jars

The different sizes of jars are 5 liters, 10 liters and 20 liters. The jars are cleaned manually by soap and
water. Then it is cleaned with sodium hypo-chloride and virosin, which are disinfected. When jars are
passed through washing machine first it is rinsed with hot water, then disinfected and then it is ozonated.
Then jars are passed on to jar fillers where it gets filled and the packing of sealed jars into boxes is done
manually.

 Laboratory Testing

Every hour samples of water that are filled in to the bottles are taken and various testing is done. First it is
checked for odour , if any, presence of alkanity, chlorine and calcium.The water is also checked in
machines like PH METER, TDS(TOTAL DISSOLVE SOLIDS) ,etc They also do aerobic microbial count
and pathogen testing. Capping: After the filling process the bottles are then transferred to the capping
section. Here ozonated- water rinsed caps are screwed on the bottle with uniform torque

 Labelling: All Bisleri bottles are labeled on a hot melt reel feed labeling machine.
 Quality Check: From here on, the bottles go through an online check where qualified personnel
inspect each bottle for any leaks or breakages.

TABULATED REPRESENTATION OF THE INDUSTRY PROFILE

Name of the Unit G.D. FOOD&BEVERAGES

Date of Incorporation 03/11/2010

Area of Operation Senchowa , A.T. Road,Nagaon,Assam-782001

Constitution Partnership Concern

Name of the Partner Santosh More &Abhishek More

Type of Industry Packaged Drinking Water Plant Quality Policies

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 ABOUT
CHAPTER 2
THE STUDY

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2.1 MARKETING CONCEPT
The marketing concept is the strategy that firms implement to satisfy customers needs, increase sales,
maximize profit and beat the competition. There are five marketing concepts that organizations adopt and
execute.
Marketing is a department of management that tries to design strategies that will build profitable
relationships with target consumers.

 There are five Marketing Concepts-

1. Production Concept,
2. Product Concept,
3. Selling Concept,
4. Marketing Concept,
5. Societal Marketing Concept.

1. Production Concept

The idea of production concept – “Consumers will favour products that are available and highly affordable”.
This concept is one of the oldest Marketing management orientations that guide sellers.
Companies adopting this orientation run a major risk of focusing too narrowly on their own operations and
losing sight of the real objective.
Most times; the production concept can lead to marketing myopia. Management focuses on improving
production and distribution efficiency.
Although in some situations; the production concept is still a useful philosophy.

2. Product Concept

The product concept holds that the consumers will favor products that offer the most in quality, performance
and innovative features. Here under this concept, Marketing strategies are focused on making continuous
product improvements. Product quality and improvement are important parts of marketing strategies,
sometimes the only part. Targeting only on the company’s products could also lead to marketing myopia.

3. Selling Concept

The selling concept holds the idea- “consumers will not buy enough of the firm’s products unless it
undertakes a large-scale selling and promotion effort” Here the management focuses on creating sales
transactions rather than on building long-term, profitable customer relationships. In other words, the aim
is to sell what the company makes rather than making what the market wants. Such aggressive selling
program carries very high risks in selling concept the marketer assumes that customers will be coaxed
into buying the product will like it, if they don’t like it, they will possibly forget their disappointment
and buy it again later. This is usually very poor and costly assumption.

Typically the selling concept is practiced with unsought goods. Unsought goods are that buyers do
not normally think of buying, such as insurance or blood donations. These industries must be good at
tracking down prospects and selling them on a product’s benefits.

4. Marketing Concept

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The marketing concept holds- “achieving organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than competitors do”. Here marketing
management takes a “customer first” approach .Under the marketing concept, customer focus and value are
the routes to achieve sales and profits. The marketing concept is a customer-centred “sense and responds”
philosophy. The job is not to find the right customers for your product but to find the right products for your
customers.
The marketing concept and the selling concepts are two extreme concepts and totally different from each
other.

5. Societal marketing concept

This concept questions whether the pure marketing concept overlooks possible conflicts between consumer
short-run wants and consumer long-run welfare.
The societal marketing concept holds “marketing strategy should deliver value to customers in a way that
maintains or improves both the consumer’s and society’s well-being”.
It calls for sustainable marketing, socially and environmentally responsible marketing that meets the present
needs of consumers and businesses while also preserving or enhancing the ability of future generations to
meet their needs.
The Societal Marketing Concept puts the Human welfare on top before profits and satisfying the wants.
The global warming panic button is pushed and a revelation is required in the way we use our resources. So
companies are slowly either fully or partially trying to implement the societal marketing concept.

2.2 Marketing Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place.
However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning,
People and even Politics as vital mix elements.

2.3 Marketing mix of Bisleri – The 4 P’s of Bisleri

Bisleri is a public limited company founded by an Italian “Signor Felice”, in the year 1965 and deals in
bottled water. Later “Ramesh Chauhan” of Parle bought this company but he decided to continue with the
brand name of Bisleri so that its unique identity could continue.

It is one of the largest manufacturers in the market occupying nearly 36% of the share. Bisleri bottles are
easily available in the Indian Subcontinent, as the brand has made amazing inroads with thirteen franchisees
and eighteen manufacturing plants all over the country. The company has set up its headquarters in the city
Mumbai. Bisleri faces competition in the market from the following companies and their brands.

 Product in the Marketing mix of Bisleri

Bisleri product was first available in glass bottles with its brand name Bisleri written on it. The company
later switched to PVC bottles that were non-returnable and now the bottles are available in pet containers
that can be taken away by the consumers.

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Mineral water is the main item in the product portfolio of the brand and marketed under the name “Bisleri
Mineral water”. Besides this, the brand also produces soda water under the name “Bisleri Sodawater”. This
soda water is available in two different variants non-carbonated and carbonated. Bisleri Urza is a recent
addition and is a power drink.

As the concept of bottling mineral water was an introductory scheme of Bisleri in India, hence the brand has
become synonym for the Indian consumers of mineral water. The main challenge the brand faces is that
there is little scope for innovation in this product and hence it comes up with various other ideas to counter
it.

In order to meet the various demands of the consumers, the brand has introduced product variants so that it
can target the different sections of the society. Bisleri bottles are available in sizes of half a liter, one-liter,
five-liter, two-liter, one and half liter, two hundred and fifty milliliter and twenty liter.

 Place in the Marketing mix of Bisleri

Bisleri has realized that availability is the key to success and for the success of this concept; the distribution
channel has to be up to the mark. The brand strategy has been to create a direct system of distribution at the
national level. Presently Bisleri has more than eighty thousand outlets that are used as retail shops in the
whole country and amongst this number, twelve thousand outlets are alone in the cities of Mumbai and
Delhi. The company has invested heavily in procuring at least 2000 trucks for safe and convenient
transportation of products.

The company has set up eighteen of its own manufacturing plants all over the country. It has bottling plants
in various cities like Delhi, Kolkata, Goa, Bangalore, Mumbai and Jaipur. It has decided to hire its own sales
people for proper handling and distributive facilities. This is so because the brand wants its own network of
distribution in places where it already has a manufacturing plant for cost cutting and efficient management
process.

Bisleri is one of the front-runners in the industry today because of its strong network consisting of absolute
distribution strength. In order to penetrate deeply in the southern region the company has decided to increase
its distribution channels over there.

Bisleri bottles are available in every nook and corner of India. From the small shops to the pan wallas at
every corner, one can easily find a Bisleri bottle to quench his/her thirst. The bottles are available at malls, at
cinema halls at restaurants, at airports at railway stations and at every imaginable place. Hence, availability
is not a factor for this product and the credit goes to the highly efficient distribution network of this brand.

 Price in the Marketing mix of Bisleri

In India, the majority of the people belong to the middle class section of the society and therefore the brand
has gone for a reasonable pricing policy. Water is available at every corner and to sell and market it, one has
to keep the pricing policy at a minimum range.

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The brand realizes the basic idea is to generate as much volume of sales as possible as this will
automatically result in larger revenues. Until and unless the consumers can buy the product at a convenient
place and that to at affordable rates, it will not reach every part of the society.

In order to meet the consumer expectation Bisleri has kept pricing policies simple and clear. It has recently
increased its rates to a minimum raise under its competitive and reasonable pricing policy because all its
other competitors were also selling their products at that price range.

Promotion in the Marketing mix of Bisleri

A good product goes a long way in taking the company forward but without proper communication between
the consumers and the brand, even the product will not be able to save the company. Bisleri realizes this
concept clearly and hence has gone for persuasive activities to increase its visibility in the consumer market.
In one of the first promotional print ads, a butler was holding two Bisleri bottles with a punch line “Bisleri is
very very extra- ordinary”.

This helped in capturing the imagination of the public and paved the way towards success. The marketing
objectives and advertising policies of Bisleri includes personal selling, specific advertising in different
mediums, public relations and sales promotions. Bisleri has set up an aggressive media plan with the ads on
hoardings, billboards, vehicles like trams, trucks, and every other possible interface that a consumer can
connect with.

All its ads are on radio and shown on the television channels. Its slogan “Pure and Safe” has become very
popular amongst the consumers. In order to distinguish itself from other companies Bisleri decided on
“sealed cap bottles”. It proved a major coup for the brand as it claimed 100% purity because it was not
possible to refill the bottle without tampering with the seal.

All its campaigns at this point of time stretched on the purity point and about the patent for breakaway seal.
Later the brand changed its tag line to “Play Safe” and came out with some bold ads to attract the younger
generation. Bisleri has decided to opt for high standards of packaging to promote its products.

Point of purchase advertising is critical for a brand like Bisleri. Here too Bisleri gets top marks with its
innovative hoardings and POP material. All consumers need to know is that they are getting water at this
shop, and that is what the POP material clearly targets.

2.4 COMPETITIVE ADVANTAGE OF THE MARKETING STRATEGY OF

BISLERI

 Part of Parle Group: The Bisleri international was purchased by Parle group founder Jayantilal
Chauhan from Italian Mineral Water company founder Signor Felice Bisleri in the year 1969 and
since then the brand produced famous brands and sold some of it to other companies. With such long
history in the mineral Water & beverages industry, company has today become a dominant player in
the market.
 Extensive reach in the market: The competitive advantage that the brand had over other brands or
counterfeit products in the market is its availability in the market and customer finding it convenient
to purchase from anywhere whether it is a railway station, pops & mom store, nearest Kirana Stores,
e-commerce sites or stationeries shop.

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2.5 BCG MATRIX IN THE MARKETING STRATEGY OF BISLERI

Bisleri is operating in the business segments such as Mineral Water with different SKU’s (Stock keeping
units) i.e. 20 Litres, 5 liters, 2 Litres, 1 liter, 500ml and 250 ml & Vedica as well as carbonated drinks and
energy drink.

Its water mineral business starts in the BCG matrix as it is flourishing day by day, unlike Vedica which has
been launched by Bisleri in premium segment competing with TATA’s Himalaya but has not been
successful.

Although in carbonated drinks it has Bisleri Pop with four flavours – PinaColada, Spyci, Limonata, and
Fonzo along with Bisleri Soda and in energy drink segment it has Urzza brand but due to the presence of
companies like Coca-cola and Pepsi with wide product portfolio this business of Bisleri has not been
successful and therefore it is Question mark in the BCG matrix.

2.6 Distribution strategy in the Marketing strategy of Bisleri

Bisleri International uses hub & spoke model in order to make its products available to nook & corner of the
country. It is operating by dividing the country into four regions North, East, West & South.

It has been distributing the bottles of varied sizes through distribution channels such as Resellers, retailers,
distributors, wholesalers, and pops & mom store etc. The water major’s distribution network reach out to 2
lakh outlets across India which are increasing year on year as the company is penetrating in the remotest
location of the country.

2.7 BRAND EQUITY IN THE MARKETING STRATEGY OF BISLERI

Synonymous with the mineral water, the brand has been the home of some of the iconic brands in the
beverage segment. The brand has such as stronghold in the market that even without any advertisement for
last three years the company has been able to maintain its market share and is growing at the rate of more
than 20% yearly.

It has launched various media and BTL campaigns over the years such as Play safe, Bisleri the Mountain
water, Kiss to drink which has helped the company in being in touch with the customers and increase
visibility in the market.

2.8 COMPETITIVE ANALYSIS IN THE MARKETING STRATEGY OF BISLERI

The company have it roots linked to the iconic brands Thums Up, Limca, Gold Spot and Maaza which it
sold to Coca-Cola more than 20 years ago has been holding strong market share in mineral water category
where it has 60 % market share (In 2012) but it decreased to 40% (In 2017) due to tough competition over
the years in the industry and is growing with a rate of 22% YoY basis.

The company competes with companies in the segment such as Rail Neer, Aquafina, Kinley, Kingfisher,
Oxyrich, and many other counterfeit & local brands.

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2.9MARKET ANALYSIS OF THE MARKETING STRATEGY OF BISLERI

The beverages market is segregated between aerated drinks and mineral water. Growing middle class and
people becoming hygiene in the daily intakes, rising pollution, changing eating habits are some of the factors
affecting the companies operating in the industry.

Changing consumption pattern, increasing nuclear families, increasing migration of the customers,
increasing weekend outings are reshaping the demand dynamics of the companies operating in the market.

As per the report of Zenith International, there is a double-digit growth in the Asian Market where the share
of the bottled water market Asia is more than 40% in 2015, up from 35% in 2011.

2.10CUSTOMER ANALYSIS IN THE MARKETING STRATEGY OF BISLERI

Customers of Bisleri are organizations/institutions, retail customers, resellers, wholesalers, distributor, office
campuses, institutions, banks, clubs.

The company targets mainly the large key accounts i.e. in order to create a sustainable business over a
period of time.

2.11 FUNCTIONS OF MARKETING

Marketing function of a firm begins with the planning to suit the need of its customers. The activities falling
under the scope pf marketing may be listed one after another or grouped under major heads. A list of
marketing activities would consist of the following-

 Product planning
 Standardizing Grading
 Buying and Assembling
 Advertisement and Selling
 Storage
 Transportation
 Marketing Financing
 Marketing Risk Bearing
 Marketing Research.

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 RESEARCH
CHAPTER 3
METHODOLOGY

Page | 38
3.1 TITLE OF THE STUDY
TO STUDY THE CONTRIBUTION OF MARGINAL OUTLET IN PACKAGED DRINKING
WATER MARKET

3.2 STATEMENT OF THE PROBLEM

It is important for any company to know whether its customers are happy with their products and services
or not.

As there are large numbers of customers preferences, probably there will be difference in the satisfaction
level of different customers; the study was conducted in Guwahati city to know customer awareness and
satisfaction in regard to the product “ Bisleri” by “G.D food and beverages”. So that it would help the
company to identify its need for alternation in its strategies.

The companies should be dynamic and should update themselves according to the changing needs
expectation of the customer. Coming to our study on the corporate sector preferences of packaged drinking
water and customer satisfaction towards “Bisleri” can give a lot of input and scope for improvement. In the
study, we are attempting to understand the factors that matters, for corporate sectors preferences and to
satisfy customers.

And as we all know the marginal outlets , (i.e: stores that sells smaller quantities of product or services to the
general public.) plays an important role in selling commodities like packaged drinking water they can either
make or break the business of a particular industry, as a large portion of the population is dependent on them
for the daily requirement due to easy availability with them and due to the presence of the marginal outlets
in bulk in a single locality.

3.3 OBJECTIVE OF THE STUDY

 to study the contribution of marginal outlets in the packaged drinking water market in
guwahati.
 role of marginal outlets in selling bisleri
 examining the service quality provided by bisleri
 studying the competition of packaged drinking water at marginal outlet market

3.4 GOOD RESEARCH REQUIRES

1. The scope and limitation of the work to be clearly defined.

2. The process to be clearly explained so thart it can be reproduced and verified by other researchers.

3. Highly ethical standards are applied.

4. All limitations are documented.

5. Data be adequately analyzed and explained.

6. All findings are presented unambiguously all conclusions be justified by sufficient evidence.

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3.5 RESEARCH DESIGN
1. Research design constitute the blue print for the collection, measurement and analysis of data.
2. Research design aids the research in the allocation of limited resources by posing crucial in
methodology
3. It is the plan and structure of investigation so conceived as to obtain answers to research questions.
The plan is the overall scheme or program of research. It includes an outline of what the investigator
will do from writing hypothesis and their operational implications to do the final analysis of data.
4. It is an activity and time based plan.
5. A plan always based on the research questions.
6. A guide for selecting sources and types of information.

7. A framework for specifying the relationships among the study’s variable.

8. A procedural outline for every research activity.

3.6 SCOPE OF THE STUDY

The data is collected from the respondents from the corporate sectors in Guwahati city . The total sample
size for the study is 100. The study involves the service and quality offered by Bisleri to the marginal outlets
and to study if the sectors would love or dislike. The study also tries to know what the customer’s
expectations from Bisleri and get their valueable suggestions . So the study tries to get responses from the
marginal outlets and institutes related.

3.7 SOURCE OF DATA

 PRIMARY DATA

The primary data are those which are collected a fresh and for the first time and thus
happen to be original in character. For this report, questionnaire is used as a source of collecting
primary data which has been enclosed in the annexure.

 SECONDARY DATA

Secondary data are those which have already been collected by someone else and which have
already been passed through the statistical process. For this report, brochure in house magazine,
journals and websites as in source of collecting secondary data.

3.8 SAMPLE DESIGN

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  POPULATION: Population is a finite number of elements which the researcher is going to target in
particular area. The marginal outlets of Guwahati city preferring packaged drinking water are the
target population of my study.

 SAMPLING UNIT: Various marginal outlets of Guwahati city.

 SAMPLING SIZE: For study , sample size of 100 respondents has been taken.

 SAMPLE TECHNIQUE: The sample size for the study undertaken was 100 respondents. So , the
sample technique was convenience and judgement sampling.

3.9 TYPES OF RESEARCH

A research design is a method and procedure for acquiring information needed to solve the
problem.

 Types of Market Research-

1. Exploratory Research:
This type of research is carried out at the very beginning when the problem is not clear and vague. In
exploratory research, all possible reasons which are very obvious are eliminated, thereby directing
the research to proceed further with limited options:
Sales decline in a company may be due to:
a) Inefficient service.
b) Improper price.
c) Inefficient sales force.
d) Ineffective promotion
e) Improper quality

The research executives must examine such questions to identify the most useful avenues for further
research. Preliminary investigation of this type of research is called exploratory research. Expert
surveys, focus groups, case studies and observation methods are used to conduct the exploratory
survey.

2. Descriptive Research:
The main aim of descriptive research is to describe the state of view as it exists at present. Simply
stated, it is a fact finding investigation. In descriptive research definite conclusions can be arrived at,
but it does not establish a cause and effect relationship. This type of research tries to describe the
characteristics of the respondent in relation to a particular product.

3. Applied Research:

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 Applied research aims at finding a solution for an immediate problem faced by any business
organization. The research deals with real life situations. Example: “Why have sales decreased
during the last quarter?” Market research is an example of applied research. Applied research has a
practical problem-solving emphasis. It brings out many new facts.

Examples:
1. Use of fibre glass body for cars instead of metal.
2. To develop a new market for the product.

4. Conceptual Research:
This is generally used by philosophers. It is related to some abstract idea or theory. In this type of
research, the researcher should collect the data to prove or disapprove his hypothesis. The various
ideologies or ‘isms’ are examples of conceptual research.

5. Causal Research:
Causal research is conducted to determine the cause and effect relationship between the two
variables. Example: Effect of advertisement on sales.

6. Historical Research:
The name itself indicates the meaning of the research. Historical study is a study of the past records
and data in order to understand the future trends and development of the organisation or market.
There is no direct observation. The research has to depend on the conclusion or inferences drawn in
the past.
For example, investors in the share market study the past records or prices of shares which he/she
intends to buy. Studying the share prices of a particular company enables the investor to take
decision whether to invest in the shares of a company.
Crime branch police/CBI officers study the past records or the history of the criminals and terrorists
in order to arrive at some conclusion.
The limitations of such method are:
i) Reliability and adequacy information is subjected and open to questions.
ii) Accuracy of measurement of events is doubtful.
iii) Verification of records are difficult.

7. Ex-post Facto Research:

In this type of research, an examination of relationship that exists between independent and
dependent variable is studied. In this method the researcher has no control over the independent
variables. Ex-post facto literally means “ from what is done afterwards”. In this research a variable
“A” is observed. Thereafter, the researcher tries to find a causal variable “B” which caused “A”. It is
quite possible that “B” might not have caused “A”. In this type of analysis there is no scope for the

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 researcher to manipulate the variable. The researcher can only report “what has happened” and “
what is happening”.

8. Action Research:
This type of research is undertaken by direct action. Action research is conducted to solve a problem.
Example: Test marketing a product is an example of action research. Initially, the geographical
location is identified. A target sample is selected from among the population. Samples are distributed
to select samples and feedback is obtained from the respondent. This method is most common for
industrial products, where a trial is the must before regular usage of the product.

9. Evaluation Research:
This is an example of applied research. This research is conducted to find out how well a planned
programme is implemented. Therefore, evaluation research deals with the performance or assessment
of a project. Example: “Rural Employment programme evaluation” or
“ Success of Midday Meal Programme”.

10. Library Research:

This is done to gather secondary data. This includes notes from the past data or review of the reports
already conducted. This is a convenient method where both manpower and time are saved.

3.10 SOURCE OF DATA

 PRIMARY DATA
The primary data are those which are collected a fresh and for the first time and thus happen to be
original in character. For this report, questionnaire is used as a source of collecting primary data
which has been enclosed in the annexure.

 SECONDARY DATA
Secondary data is collected from various books and various websites.

3.11 ANALYSIS TECHNIQUE:

1. The questionnaires filled up were analysis together for all respondents.

2. Each question has analyzed separately and the responses are written down which are
converted into percentage.

3. The interpretation is made on the data collected and complied, based on which
recommendation are made and conclusion are drawn.

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 4. Graphical representation has been made for easy understanding like pie chart and bar
diagram.

3.12 REFERENCE PERIOD:

1 MONTH i.e. 9th July to 11th August 2018.

3.13 LIMITATION OF THE STUDY:

 The study was relied more on the primary data and the data was collected from a small population of
100 therefore, the findings may not applicable in their true sense when it is applied in general.

 As the duration of the internship was only one month, therefore it was very difficult to conduct the
entire study the vast sector.

 The study is only restricted into Guwahati city which ignores the entire public in general.

 The answer of the customers could have been biased which may affect the analysis of the study.

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 DATA ANALYSIS
CHAPTER 4 AND
ITNERPRETATION

4.1 DATA ANALYSIS AND INTERPRETATION

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TABLE 4.1- TYPE OF OUTLET’S RESPONDED

TYPE OF SHOP NO OF RESPONDENTS PERCENTAGE

PAAN SHOP 21 21
GROCERY STORE 25 25
RETAIL OUTLET 17 17
PHARMACY 24 24
DEPARTMENTAL STORE 13 13
TOTAL 100 100

ANALYSIS : as we can see from the graph that the highest number of respondents were from the grocery
store with 25% , followeed by pharmacy with 24% , paan shop with 21%, retail outlet 17% and departmental
store with 13%

FIGURE 4.1 - REPRESENTATION OF TYPE OF OUTLET’S RESPONDED IN GRAPH

DEPARTMENTAL STORE

PHARMACY

RETAIL OUTLET
Series 1

GROCERY STORE

PAAN SHOP

0 5 10 15 20 25 30

INTERPRETATION : the highest number of respondents are grocery store operators as they are easily
available

TABLE 4.2 : TABLE REPRESENTING RESPONDENT’S PREFERENCE OF DRINKING WATER

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ANSWER BY RESPONDENTS NUMBER OF PERCENTAGE
RESPONDEDNTS

YES 83 83

NO 17 17

TOTAL 100 100

ANALYSIS: we can clearly see from the above pie diagram that majority of the marginal outlets i.e.- 83% ,
prefers packaged drinking water whereas a small amount of the outlets i,e.-17% does not deals with
packaged drinking water industry.

FIGURE 4.2 – PIE CHART REPRESENTING RESPONDENTS PREFERENCE OF PACKAGED

DRINKING WATER

YES 83%

NO 17%

INTERPRETATION: the majority of the people (83%) will recommend bisleri to others

TABLE 4.3 TABLE REPRESENTING EFFECT OF VISIBLE CHANGE ON BUSINESS AFTER

INTRODUCTION OF BISLERI
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 VIBILITY OF CHANGE NUMBER OF RESPONDENTS PERCENTAGE

YES 62 62

CAN’T SAY 17 17

NO 21 21

TOTAL 100 100

ANALYSIS : as we can see that most of the outlet owners admit that they have faced the change in business
scenario by 62% , whereas some of the outlet owners i.e. 17% cant feel any change , and 21% of the outlet
operators dont believe they felt any change

FIGURE 4.3 GRAPH REPRESENTING THE EFFECT OF CHANGE ON BUSINESS AFTER

INTRODUCTION OF BISLERI

70

60

50

40
Series 1

30

20

10

0
YES (62%) CAN'T SAY(17%) NO(21%)

INTERPRETATION: 62% of the outlet operators admitted they have faced a change in the business after
introduction of bisleri

TABLE 4.4: RATE THE QUALITY OF OTHER BRAND’S PRODUCT AND SERVICES.

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PARTICULARS NO. OF RESPONDENT PERCENTAGE
Highly satisfied 70 70
Somewhat satisfied 21 21
Neither satisfied nor dissatisfied 4 4
Somewhat dissatisfied 3 3
Highly dissatisfied 3 3
TOTAL 100 100

ANALYSIS : Out of 100 respondent, 70% is Highly satisfied, with 21% somewhat satisfied , 4% Neither
satisfied nor dissatisfied and 3% somewhat dissatisfied and Highly satisfied.

FIGURE 4.4 : Graphical representation of the quality of other brand’s product and services.

70

60

50

40

Series 1
30

20

10

0
HIGHLY SOMEWHAT NIETHER SOMEWHAT HIGHLY
SATISFIED SATISFIED SATISFIED NOR DISSATISFIED DISSATISFIED
DISSATISFIED

INTERPRETATION : Out of 100 respondentS, 70% are Highly satisfied,

TABLE 4.5 : PROBLEMS FACED WITH THE CURRENT MARKET OFFERINGS.

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 RESPONDENT PERCENTAGE
PARTICULARS
QUALITY 0 0
PACKAGING 0 0
PRICE 21 21
DELIVERY 71 71
NO PROBLEM 8 8
TOTAL 100 100

ANALYSIS : from the above graph we can see that majority of the outlets have a problem with the
delivery(71%) of bisleri , followed by pricing probem(21%) , and remaining(8%) have no problem .

FIGURE 4.5 : Graphical representation of the problems faced with the current market offerings.

80

70

60

50

40 Series 3
30

20

10

0
QUALITY PACKAGING PRICE(21) DELIVERY(71) NO
PROBLEM(8)

INTERPRETATION : 71% of the operators are facing problem with delivery due

Table 4.6 FACTORS FOR KEEPING PACKAGED DRINKING WATER IN THE OUTLET

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 FACTORS NUMBER OF RESPONDENTS PERCENTAGE
PRICE 0 0
QUALITY 17 17
DEMAND 53 53
BRAND IMAGE 27 27
AVAILABILITY 0 0
PACKAGING 3 3
OTHER FACTORS 0 0
TOTAL 100 100

ANALYSIS : most of the outlet deals with packaged drinking water due to the following reason , demand
(53%) , followed by brand image (27%),quality(17%) , and lastly due to packaging (3%).

FIGURE 4.6 GRAPHICAL REPRESENTATION OF FACTORS FOR KEEPING PACKAGED

DRINKING WATER

OTHER FACTORS

PACKAGING(03)

AVAILABILITY

BRAND IMAGE(27) Series 3

DEMAND(53)

QUALITY(17)

PRICE

0 10 20 30 40 50 60

INTERPRETATION : most important factor about keeping packaged drinking water in an outlet is its
demand which stands for 53%

TABLE 4.7 TABLE ABOUT DELIVERY OF BISLERI

METHOD OF NUMBER OF PERCENTAGE

DELIVERY RESPONDENTS

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 PERSONAL 74 74
VISIT
THROUGH 21 21
CALL
DOMESTIC 5 5
HELP
ONLINE 0 0
METHODS
TOTAL 100 100

ANALYSIS : here we can see the most common method of delivery is through personal visit(74%) ,
followed by calls (21%), domestic help(5%), while no one calls for supply through online method

FIGURE 4.7 DIAGRAM REPRESENTING METHOD OF DELIVERY OF BISLERI TO THE OUTLETS

PERSONAL VISIT(74%)
THROUGH CALL(21%)
DOMESTIC HELP(5%)
ONLINE METHOD

INTERPRETATION : most of the outlets 74% recieve their delivery through personal visit

TABLE 4.8: THINKING ABOUT OTHER PACKAGED DRINKING WATER , WHAT BRANDS COMES INTO YOUR
MIND

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ANALYSIS It can be stated from the above 29% of respondents think about bisleri, 25% bailey , 12% for
kingfisher , 14% foster, 9% for aquafina ,7% aquos , and last hold each by two brands 2% each of kinley and

COMPANIES NO. OF RESPONDENTS PERCENTAGE

THINK

BISLERI 29 29
BAILEY 25 25
KINGFISHER 12 12
FOSTER 14 14
AQUAFINA 9 9
AQUOS 7 7
KINLEY 2 2
LIVING WATER 2 2
TOTAL 100 100
living water.

FIGURE 4.8 FIGURE REPRESENTING VARIOUS COMPANIES THAT COMES INTO MIND WHILE
THINKING ABOUT PACKAGED DRINKING WATER

Sales

BISLERI
BAILEY
KINGFISHER
FOSTER
AQUAFINA
AQUOS
KINLEY
LIVING WATER

INTERPRETATION : Majority of the people (29%) think about Bisleri when randomly asked about
packaged drinking water

TABLE 4.9 CHANGES THE MARGINAL OUTLETS WOULD WANT IN BISLERI

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 FACTORS NUMBER OF RESPONDENTS PERCENTAGE

QUALITY 0 0
PROFIT MARGIN 37 37
PROMOTION 0 0

PACKAGING 3 3

DELIVERY 60 60

TOTAL 100 100

ANALYSIS: As we can see the most of the outlet operators (60%) have problems with delivery , following
by profit margin (37%) and packaging (3%) , whereas no operators have any problem with promotion and
quality

FIGURE 4.9 DIAGRAM REPRESENTING THE CHANGES THE OUTLET OPERATORS WOULD
LIKE TO SEE IN BISLERI DRNKING WATER

60

50
40
30
20
Series 3
10
0
QUALITY
PROFIT Series 3
MARGIN PROMOTION
PACKAGING
DELIVERY

INTERPRETATION most of the operators (60%) would like to see the change in the delivery process

TABLE 4.10 : Rate the quality of Bisleri products and service

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PARTICULARS NO. OF RESPONDENT PERCENTAGE

68 68
Very high quality
High quality 23 23

Neither high nor low 9 9

Low 0 0

Very low 0 0

TOTAL 100 100

ANALYSIS: most of the outlet operators (68%) feels that the quality of bisleri is very high , followed by
high (23%) and while few (9%) feels that the quality of bisleri is neither high nor low , whereas there are no
respondent or operator who feels the quality of bisleri is low or very low.

FIGURE 4.10 FIGURE REPRESENTING THE RATE OF QUALITY AS PER OUTLET OPERATORS
POINT OF VIEW

70
60
50
40
30
20 Series 1
10
0
VERY HIGH
QUALITY HIGH QUALITY Series 1
NEITHER HIGH
LOW
NEITHER LOW
VERY LOW

INTERPRETATION majority(68%) of the respondents feel that the quality of Bisleri is very high

TABLE 4.11 The pack size of packaged drinking water preferred most for regular usage.

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 PARTICULARS NO. OF PACKSIZE USED PERCENTAGE

250ML 0 0

500ML 61 61

1LITRE 24 24

2LITRE 15 15

TOTAL 100 100

ANALYSIS: as we can see the most demanded bottle size is that of 500 ml(61%) , followed by 1 litre
(24%) and 2 litre (15%) as the 250 ml bottle is rarely available with the marginal outlet so there is no
demand for it.

FIGURE 4.11 DIAGRAM REPRESENTING THE MOST PREFFERED SIZE OF BISLERI

250ML
500ML
1LITRE
2LITRE

INTERPRETATION: majority of the respondents (61%) stated that the demand for 500ml package of
water is very high.

TABLE 4.12 TABLE REPRESENTING RECCOMENDATION OF BISLERI TO OTHERS

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 ANSWER NUMBER OF RESPONDENTS PERCENTAGE
YES 98 98
NO 2 2
TOTAL 100 100

ANALYSIS here we can see that majority (98%) of the people will recommend bisleri to others while the
remaing respondents(2%) would not consider recommending bisleri to others

FIGURE 4.12 DIAGRAM REPRESENTING RECOMMENDATION OF BISLERI TO OTHERS

Series 3

100
90
80
70
60 Series 3
50
40
30
20
10
0
YES NO

INTERPRETATION : 98% of the people will recommend Bisleri to others

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 SUMMARY
CHAPTER 5
OF FINDINGS

5. 1 SUMMARY OF FINDINGS

Page | 58
  highest number of respondents were from the grocery store with 25% , followeed by pharmacy with
24% , paan shop with 21%, retail outlet 17% and departmental store with 13%

 majority of the marginal outlets i.e.- 83% , prefers packaged drinking water whereas a small amount
of the outlets i,e.-17% does not deals with packaged drinking water industry.

 most of the outlet owners admit that they have faced the change in business scenario by 62% ,
whereas some of the outlet owners i.e. 17% cant feel any change , and 21% of the outlet operators
dont believe they felt any change

 out of 75% respondent, 70% is highly satisfied, 21% is somewhat satisfied , 4% neither satisfied nor
dissatisfied 3% somewhat dissatisfied and highly dissatisfied

 from the above graph we can see that majority of the outlets have a problem with the delivery(71%)
of bisleri , followed by pricing probem(21%) , and remaining(8%) have no problem .

 most of the outlet deals with bisleri due to the following reason , demand (53%) , followed by brand
image (27%),quality(17%) , and lastly due to packaging (3%).

 here we can see the most common method of delivery is through personal visit(74%) , followed by
calls (21%), domestic help(5%), while no one calls for supply through online method

 it can be stated from the above 29% of respondents think about bisleri, 25% bailey , 12% for
kingfisher , 14% foster, 9% for aquafina ,7% aquos , and last hold each by two brands 2% each of
kinley and living water.

 most of the outlet operators (60%) have problems with delivery , following by profit margin (37%)
and packaging (3%) , whereas no operators have any problem with promotion and quality

 most of the outlet operators (68%) feels that the quality of bisleri is very high , followed by high
(23%) and while few (9%) feels that the quality of bisleri is neither high nor low , whereas there are
no respondent or operator who feels the quality of bisleri is low or very low.

 the most demanded bottle size is that of 500 ml(61%) , followed by 1 litre (24%) and 2 litre (15%) as
the 250 ml bottle is rarely available with the marginal outlet so there is no demand for it.

 majority (98%) of the people will recommend bisleri to others while the remaing respondents(2%)
would not consider recommending bisleri to others

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 SUGGESTIONS
CHAPTER 6 AND
CONCLUSIONS

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6.1CONCLUSION
Packaged drinking water plays a very important role in our day to day life. It helps in promoting bone health
, regulates Body fat and blood pressure management due to presence of calcium. Bisleri has added minerals
in it and also consist of all regional languages in their bottles.

The project title “A study on the preferences of Corporate Sectors' use of packaged drinking water with
special reference to Bisleri in Guwahati City” is an attempt made to study the opinion of the Corporate
sectors about the number of sectors preferring packaged drinking water and the awareness level of the
people and consumer buying behaviour. The study also tries to find out the satisfaction level of Bisleri.

From the market potential, researchers will be able to determine and analyze markets for Bisleri by the sales,
awareness taste, perception price of the competitor product, purchase patterns so forth.

From this study it is observed that about 55% of the corporate sectors prefer Bisleri and large number of
customers are satisfied with its product and services.

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6.2SUGGESTIONS
 Effective advertisement through television should be telecasted to improve sales. As we can see that
a lot of its competitors like Aquafina , Bailey uses advertisements to help and increase the sales

 The distribution of Bisleri to the customers should be delivered at proper time. The another most
complained factor about Bisleri is its delivery , the company should take a look at this matter
seriously as it has made many customers/retailers choose other brands over them

 The advantages of the water must be discussed more for the knowledge of the people therough the
process of advertisements and by running other awareness programmes , Bisleri should spread the
usefulness of water all over evrywhere

 More production units should be set up to meet the excess demand , as without the required amount
of production the delivery fails , as a result the customers/retailers choose different products over
Bisleri

 Packaging quality of the bottles should be improved as the customers/ retailers have complained and
suggested to improve the packaging of the bottles through which Bisleri is sold.

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6.3 ANNEXURE
QUESTIONNAIRE

Dear Sir/Madam,

I am a student of MBA 3rd semester, studying at the NORTH EASTERN REGIONAL INSTITUTE OF
MANAGEMENT (NERIM) Guwahati, affiliated under the Dibrugarh University and approved by the
AICTE.

This questionnaire is designed to conduct a survey as part of my project study on the topic “ To
study the contribution of marginal outlet in packaged drinking water market”

. Thereby , I am requesting you to kindly spare a few minutes for answering a few questions. Your co-
operation will go a long way in the completion of my project study. Your response will be kept strictly
confidential and used for academic purpose only.

Thanking You.

Meghneil Kashyap.

DETAILS OF THE RESPONDENT

Area: Street/Landmark:

Name of the Respondent:

Name of the Company:

Contact No. Email id(in blocks):

QUESTIONS

Q1) What is the type of your shop?

a) Paan shop b) Grocery shop c) Retail Outlet

d) Pharmacy d) Departmental store

Q2) Do you prefer packaged drinking water?

a) Yes b) No

Q3) Has Bisleri been able to change the scenario of your business

a) Yes b)Cant say c) No

Q4) what is your opinion about other brand’s product and services

a) Highly satisfied b)Somewhat satisfied

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 c) Neither satisfied nor dissatisfied

d)somewhat dissatisfied

e) Highly dissatisfied

Q5) What are the problems faced with the current market offering of packaged drinking water?

i)Quality
ii) Packaging
iii) Price
iv) Delivery
v) No problem at all.
Q6) What are the factors you consider important that affect the purchasing decisions of packaged drinking
water?

a) Price
b) Quality
c) Demand
d) Brand image
e) Availability
f) Packaging
g) Other factors

Q7) How is Bisleri delivered to you?

a) Personal visit b)through call

c) Domestic help d)online methods

Q8) Thinking about companies that provide packaged drinking water, what companies come to your mind?

a)
b)
c)
d)
e)
f)

Q9) what are the changes you would like to see in Biseri?

a) Quality
b) Profit margin
c) Promotion
d) Packaging
e) Delivery

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Q10) How would you rate the quality of Bisleri?

a) Very high
b) High
c) Neither high neither low
d) Low
e) Very low

Q11) Which pack size of drinking water , do you prefer the most for regular usage?

250ml 500ml 1litre 2litre

Q12) Would you recommend Bisleri to others?

a) Yes b) No

Q 13.Any suggestions for the improvement in the product and services provided by Bisleri?

Ans: .............................................................................................................................
..............................................................................................................................
..............................................................................................................................

Name of the respondent

Date Signature of the respondent

THANKS YOU FOR YOUR KIND CO-OPERATION

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BIBILOGRAPHY

BOOKS

 Datamonitor (2009). Bottled Water: Global Industry Guide

 Drake, I. (2010, January). Asia boosts global bottled water market.
 R.Anitha, “A study on customer preference toward packaged water in Karur city”, Self Journal of
Social Science, ISSN: 0975-9999,Vol.II ; issue:5, pp-11
 Philip Kotler , “Marketing Management”- 15th Edition.

WEBSITE

 www.shodhganga.inflibnet.ac.in
 http://en.m.wikipedia.org

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