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A

PROJECT REPORT
ON
DESIGNING &IMPLEMENTING MARKETING STRATEGIC PLAN FOR KINGFISHER
PWD & RC COLA IN JAIPUR CITY

45 Days Summer Training Project With
KINGFISHER LIMITED

Submitted by
Anil Kumar Pareek
MBA- 3rd Semester

Poornima Institute of Engineering & Technology
ISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur

Poornima Institute of Engineering & Technology
ISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur

CERTIFICATE

Summer Project /Training During June-July.2010

This is Certified That Mr.Anil Kumar Pareek Student of Master of Business Administration 3rd Semester
Has Submitted his report on “DESIGNING &IMPLEMENTING MARKETING STRATEGIC PLAN FOR
KINGFISHER PWD & RC COLA IN JAIPUR CITY. After Successfully Completing the Practical
Training
At KINGFISHER LTD. From June 17th to August 1st ,towards fulfillment of the syllabus requirement
prescribed by Rajasthan Technical University, Kota for MBA 3rd Semester paper

2

ACKNOWLEDGEMENT

Some Says “Managers are born and some says managers are made”. I was also in some
before
dilemmacommencing my summer internship. But after the successful completion of my
internship I came to know that managers are made if they are guided properly and are
summer
to work willingly towards fulfillment of specific
motivated
goal.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well -
who have in some way or other contributed in their own special ways to the success
wishers
completion
and of this
project.
First of all, I would like to thank Mayur ( RSM JAIPUR ) Jaipur , from the bottom
my
Mr. heart, without his help it would have been a dream only to carry out
Tiwari of the project work. He
the
is only person who takes all decisions by considering everyone’s view. He is the person
takes
who care of the sales of Kingfisher of Rajasthan state and always motivates people to
sales.
increaseHe also makes new strategies time and again to give Kingfisher some edge
competitors.
over One can say he is the one-man army of Kingfisher, Jaipur
branch.
My profound sense of obligation goes to Mr. Pushkar Dwivedi (ASM who takes care
of the supply of 20 liters jar of packaged Jaipur)
drinking water. He also gives proper guidance to
management
all trainees and
staff.
All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me a lot during
course
the of my project. They were of great help to me in ever y aspect and enlivened us to win
problem
the head that I faced during this
project.
At last I convey my sincere thanks to KINGFISHER, JAIPUR for their helping hand that
always
I found extended to me whenever I needed.

With Sincere thanks

Anil Kumar Pareek

5

” Name Of The Organization:- UNITED BREWERIES GROUP (UB GROUP) Name Of The Company:- KINGFISHER LIMITED Manufactured & Marketed By:- ICEBERG FOODS LIMITED Project Head & Supervisor:- Mr. PROJECT PROPOSAL SHEET Project Title:- “Designing & Implementing the market strategy plan for PWD . Mayur Tiwari (Regional Sales Manager) Project Duration:- 45 Days 17th June 2010 to 1st August 2010 . soda &RC cola of ’KINGFISHER in Jaipur market.

Research methodology 23 6. New product (R C Cola) 21 5.no. Planning marketing programmers (strategies) 50 11. 1. Analysis & findings 44 8. Exhibit 67 13. Recommendation & suggestions 48 10. Introduction about project 17 3.TABELS OF CONTENTS:- S. Market analysis 30 7. Bibliography 70 UNITED BREWERIES GROUP (UB GROUP) 7 . CONTENTS Pg. Company profile 18 4. SWOT Analysis 45 9.NO. Industrial profile 08 2. Questionnaires 65 12.

After a year.During the 1950's and 60's. Thomas Leishman in 1857. is the world's 2nd largest brewer and the largest in India. Vijay Mallya who is also a member of the Indian Parliament. which was transported in huge barrels or "Hogsheads". Kingfisher. thanks to its recent takeover of the rival Shaw-Wallace company. At the age of 29. The company markets most of its beer under the Kingfisher brand and has also launched Kingfisher Airlines. The Group took its initial lessons in manufacturing beer from South Indian based British breweries.United Breweries Group :- based in Bangalore. a domestic airline service in India. he replaced R G N Price as the chairman of the company. made a modest entry in the sixties. The group is headed by Dr. the company 8 . United Breweries now has a near-monopoly over the Indian brewing market. Vittal Mallya was elected as the company's first Indian director in 1947. HISTORY:- The UB Group was founded by a Scotsman. The group owns the Mendocino Brewing Company in the United States. United Breweries made its initial impact by manufacturing bulk beer for the British troops. the Group's most visible and profitable brand.

In addition. Strategically.expanded greatly by acquiring other breweries.has also assumed undisputed market leadership with a national market share in excess of 50%. PRESENT HISTROY:- Sales of the United Spirits Ltd.called United Breweries Limited (UBL) . first found its place as the Group logo in 1940. Then. the Group moved into agro-based industries and medicines when Mallya acquired Kissan Products and for med a long-term relationship with Hoechst AG of Germany to create the Indian pharmaceutical company now known as Aventis Pharma . which is the symbol of the United Breweries. the beer cask was removed to represent the Group’s multifaceted operations. The UB Group’s Brewing Entity . Through a process of aggressive acquisition and market penetration. ostensibly because beer formed the core operations of the Group. The UB Group today controls 60% of the total 9 . a move which helped United Breweries to extend its portfolio to wines and spirits business. Now. are expected to exceed 60 million cases during the fiscal year 2005-06 making the Group the third largest manufacturer of Spirits products in the world. the Helladic horse – associated with beer and nectar in Greek mythology- carried a beer cask between the wings. the Indian subsidiary of the global Pharma major Sanofi-Aventis. USL is one of only three in the world to own seven millionaire brands and at least five brands rated by Drinks International. it is just the Pegasus. First was the addition of McDowell as one of the Group subsidiaries. THE LOGO:- The Pegasus. Later. Africa and Asian countries are growing rapidly. UK. The market share of the Spirits Division in India is currently 60% and exports to the Middle East. to be amongst the ten fastest growing brands in the world in their respective categories.

The group company Mangalore Chemicals and Fertilizers Limited ( MCF )has factor y at Panambur in Dakshina Kannada district of Karnataka. and Whyte & Mackay Scotch under its portfolio. This would bring the brands of W&M like The Dalmore. With plans to becoming a global player United Spirits Ltd. (USL). The UB group is also into manufacture of Fertilizers. Fetter cairn. Vladivar Vodka. 10 . The flagship brand.800 crore)[1].manufacturing capacity for Beer in India. the flagship of the UB group. purchased the Scottish distiller Whyte and Mackay in May 2007 for £595 million (Rs. Isle of Jura. Kingfisher is now sold in over 52 countries worldwide having received many accolades for its quality. 4. Glayva.

Areas of the site that are well worth a visit include the Fun n Beer section. and the Worldsection. rather than evangelizing what associates the emotional aspects of the Kingfisher brand with its chosen recreational partners. Unfortunately. all that could change in the future as Kingfisher ’s owners. the site is limited to a fraction of its own indigenous market. unless you’ve visited India or are a part-time connoisseur of curries. and from Mumbai to Delhi. so from an E-tail perspective. 11 . you may not have recognized Kingfisher ’s qualities as the perfect accompaniment to a chicken Vindaloo. The Kingfisher homepage is everything you would expect from the Indian-based brand.KINGFISHER LIMITED:- “The King of Good Times” is India’s best-selling beer. where you can send E-cards to your friends or have a chuckle at the Bee Joke . which is a must for lovers of Indian cuisine. r s which contains information about the history of United Breweries and the Kingfisher brand itself. It is colorful and noisy (although the score sounds more Caribbean than Indian) and there’s plenty of animation to enhance the viewing experience. The Sportspages are a good example of this as they simply contain a handful of paragraphs on Kingfisher’s sponsorship of past sporting events. have delivered their premium brand to the web in an effort to incr ease global awareness of their coveted flagship product. This feeling of constraint is also extended to other site areas and there are several sections within Kingfisher. United Breweries.com that are weak in terms of content and will need substantial embellishment if United Breweries are to make full use of the web as a marketing tool. the Foodsection. However. the locals guzzle through millions of bottles annually. But although the brand commands up to 25% of its domestic market. the facility to order Kingfisher beer and apparel online only exists for residents of Bangalore at present.

Country/Territor:. US$1 Million . Ltd. 1006. Nariman Point.000 prefor ms/day. Bharat Shah 12 .50 People Annual Sales Range (USD):. Worldwide No.. India Address:. Iceberg Foods Pvt. We use 100 % virgin material(pepsi approved). Mumbai.. Manufacturer Packaging Product Stocks . India We offer international quality(pepsi approved) pet preforms in 28 mm pco neck in 24.000 preforms/day Business Type:.27. Company Profile Company Name:.27. Raheja Centre.7. Maharashtra. We can sign long ter m contract and have a manufacturing facility at present of 300.7.US$2. ICEBERG FOODS LIMITED About Company:- We are quality pet performs manufacturers in india with state of the art technology husky injection molding system. Packaging Related Industry Focus:- Machinery .42& 48 GM Products/Services We Offer:- processed on husky injection molding system. Can manufacture 300. All perfor ms are approved by pepsi. 1998 Legal Representative/CEO:. We can offer preforms in 28 mm pco in 24.42& 48 GM. Packaging.5 Million Year Established:. Printing Projects . of Employees:. 11 . Geographic Markets:.

Our product comes in a wide range of packages like 200ml. We process water at our plant with the most modern. 5 ltrs.Iceberg Foods Ltd. 20 ltrs & 600ml & 1. high tech equipment sodium filtration resulting in not only healthy but also sweeter packaged drinking water. Our clients are spread all over the country. 500 ml. Our packaged drinking water is bottled in fully automatic plant with reverse osmosis. 250ml. ozonization & ultra filtration process. ensuring that what you drink is what nature intended. Our packaged drinking water is processed and packed in a sophisticated and chemical free plant to maintain highest level of hygiene. is a seven years old company in this industry and we are one of the leading company having all India rights for manufacturing & marketing packaged Drinking water with a brand name “Kingfisher” trademark owned by famous “UB”group & “RC Cola” trademark owned by “Royal Crown Cola” which third largest selling soft drink brand in the world with a presence in almost all the countries of the world. Along with latest pesticides removal system through activated carbon filtration process as per EU norms. Our packaged drinking water is manufactured under perfect hygienic conditions as per ISI Standards and we have been consistent in supplying Quality product to all our customers. It is understood that throughout India 90% of the stress related diseases are caused due to consumption of contaminated food & water. We are one of those few brands that have got ISI certification in Rajasthan and we are committed to supply pure and hygienic water. We have around 110 distributors all over the Rajasthan who are further supplying our stocks to thousands of retailers than to our end users. 13 . We have one of the best distribution infrastructures in the business to provide timely services to all our vendors.5 ltr Soda. 2 ltr. Our packaged drinking water is manufactured under a very strict in house quality control system. 1ltr.

We have 108 Distributors that are scattered all over Rajasthan. Distribution network We have a distribution network consisting of three levels between the company to C&F and then to the consumers. Zone wise distributors are given below (Each city name signifies one distributor) 14 . (A). Distributors and retailers. i. Distribution augmentation. Rajasthan is divided into 5 zones: Rajastha n Jaipu Jodhpur Udaipur r Bikane Ajmer r In each zone all cities of that area are covered. i. Organization Data and Marketing Inputs : 1. EXISTING DISTRIBUTION SYSTEM. Plant supplies directly to the C&f and then to the distributors from where it generated its primary sales.e. In each city at least one distributor is present.

In Jaipur zone the distribution network is divided in two segm ents. One is the distribution in the city and the other is distribution in the connecting routes i. We have different distributors for different routes.Ten Kingfishers Sales department along with the names and duties of each staff member is given below . 15 . SALES DEPARTMENT:- We have following sales staff in Rajasthan sales team : Sales Manager .e Jaipur upcountry.Jaipur Zone: .One Area Sales Manager .Two Sales Officers .

r ASM Mr.Kama Mr.S.Pushkar Dwivedi Sales Sales Sales Sales Sales Sales Officer Officer Officer Officer Officer Officer Mr.Kirt Mr.Prashan Mr.Rathore Sale Sale Sales Sale s Office s Office Officer s Office r r Mr. MANAGER-S ALES Mr.Bhagwan l t i Introduction about project:- 16 . Mayur Tiwari ASM Mr.Vinod Mr. R.Arvind Mr.

The study has to be made to improve the Kingfisher’s market potential in the Jaipur market in retail segment. COMPANY. and for this you have to undertake the project title: “Designing &Implementing the marketing strategy plan for PWD and RC Cola of Kingfisher in Jaipur Market” The project will be carried on in Jaipur city and will try to assess sales of different brands and at the same time promote sales of” Kingfisher” packaged drinking water & soda sales in retail & bulk pack segment in Jaipur region.A PROFILE 17 .

especially with the British troops. including British troops.It all began with 5 breweries in South India. as these breweries were named in 1915 has come a very long way.000 Beer outlets in India sells one brand or the other from United Breweries. These carts wheeled their way to the customers. and since than has never looked back. United Breweries. So began the history of Beer in India. Almost immediately. Today every one of the 32. And the histor y of Beer Division of United Breweries! The company was brought over by late Mr. Vijay Malaya in 1947. The oldest of which. the sight of bullock carts carrying huge barrels or 'hogsheads' containing beer became a household sight. the brew from UB became a favorite. Soon afterwards. Bangalore and the Nilgiris. dated back to 1857. Castle Breweries. MISSION The group Mission Statement embodies these objectives : - 18 . living in and around Madras.

MANUFACTURING PROCESS Purification Process Purity and safety are two major factors taken care in sourcing and processing of Kingfisher water.To greater information about competing company’s performance and marketing Efforts in Jaipur city. Area surrounding the water collection tube at the surface is protected and kept clean. . and other creators of innovative concepts . .To assess the company’s image in view of retails. . .To list competitors operating in the market. Only water below 25 meters is tapped.To recognize the value of our human assets.To be the partner of choice for customers. suppliers. booking counter agent. Great care goes in tapping this source. This is to avoid any surface contamination to percolate and mix with underground water source. and consumer. Underground spring is carefully selected based on its portability and pathogen free water. Processing and Quality Assurance:- 19 .Make recommendation about marketing efforts for promoting sales “Kingfisher” Packaged drinking water & soda in retail & bulk segment in Jaipur city. .To be the preferred employer wherever we operate.

thereby ensuring safety of Kingfisher up to its final packing. ultraviolet treatment and ozonisation process is carried out. packaging material integrity and finally. Testing source water. as it disintegr ates into oxygen within couple of hours. forms an integral part of quality and safety assurance plan.The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the water. Sterilization effect of ozonised water continues even after water is packaged.01 micron the process renders water free o microorganisms and also reduces dissolved solids To ensure Kingfisher packaged drinking water is held safe free from contaminations. Ozone is unstable trivalent oxygen. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbon purifier to remove color and odour in water Reverse osmosis membrane has porosity of less than 0. Quality checking: Quality is checked by sampling method as a batched test at every stage of beer manufacturing even quality of bottle is also checked before actually using. ROYAL CROWN COLA EVOLUTION OF THE PRODUCT:- 20 . Production: 70. processing parameters. shelf life studies. components like caps and bottles are manufactured in-house from resins of quality suppliers.000 bottles per day. Good Manufacturing Practices are stringently followed at all times. microbial quality. To ensure high quality of packing materials. a very powerful bactericide with no side effect. Processing is religiously monitored at every stage.000 to 80.

00 to $8. and 12 ounces. The size range was 8. Mott who had been with the company for thirteen years took over as chief executive. Colbert. Rufus Kamm. By the end of 1940. named after Hatchers original ginger ale. two basic label variations are noted. one of the most dynamic and colorful bottle labels.00 to $18. Royal Crown Cola International's worldwide marketing efforts have been developed with two goals—to 21 . All of these bottles were produced from the early to late 1950's.C. In 1940. Cobert retained the presidency until 1955and directed the company through a period of rapid growth. still president.R. chief chemist. MARKETING PROGRAMS:- From our well-trained marketing team to our unique merchandising programs. The value range is from $4.In 1933. developed the syrup for what was to be called Royal Crown Cola. During the dark days of the depression Royal Crown Cola. shortened by the consumer to RC Cola was selling in the 12 ounce bottle for just 5c a bottle. This label was produced from the mid 1930'sto the mid 1950's. The value range for cities collectors is from $12. All bottles contained 12 ounces and were either aqua or clear glass. The second group of bottles has the same red/yellow color combination but without the pyramids.00 to brand and cities collectors. the company's products were marketed in 47 states. and nationwide advertising campaigns featured many of the Hollywood celebrities. Mott moved to Chairman of the Board and the title of President was passed to C. died and H. For the collector of Royal Crown cities bottles. One of the first tasks that Mott undertook was the development of a new cola drink.00. The first variation is the "pyramid" bottle. and only aqua glass color has been noted. 10. Claude Hatcher.

packaging and testing. RESEARCH METHODOLOGY 22 . our team of manufacturing experts is on call to assist you through the entire bottling process. RESEARCH AND DEVELOPMENT:- A commitment to state-of-the-art research combined with some old-fashioned American ingenuity. In addition.edge of new products. Whether we're helping you build a new facility from the ground up or working to ensure that your existing plant has the latest state-of-the-art technology. product quality is our top priority. our experienced engineers.establish and promote a global brand identity and to help our bottlers better serve their customers. has kept Royal Crown Cola International and our bottlers and distributors on the cutting. chemists and food technologists are available to help you safeguard the quality of the finished product. Our innovative ingredients and unique formulations have helped Royal Crown Cola International remain both competitive and at the forefront of changing consumer taste trends. TECHNICAL SERVICES:- At Royal Crown Cola International.

Research Approach:- Research instrument:- Contact method:- How it was method:- Research problem for the present study:- The research plan:- Data source:- • Primary data • Secondary data Steps in research design process:- Research plan • Area • Sample size • Respondents • Method of collection 23 .

were used. RESEARCH APPROACH:- 24 . For estimating the market potential and our own brand’s market share different methods of primary data collection were employed in the for m of questionnaire. and promotional costs etc while calculating market potential were taken care of.” Readman and Mor y defines research as ‘A systematized effort to gain new knowledge. METHODOLOGY The advanced learner’s dictionary of current English lays down the meaning of research as a “careful investigation or inquiry specially through search for new facts in any branch of knowledge. hotels and clubs. Further to accommodate the additional factors such as competitor presence in the market. When sorted and used properly. structured and unstructured interviews and methods for establishing facts about building marketing insights for packaging margins etc. seasonal factors. An inter – brand comparison as well as a brand awareness study to limited extends was also carried away. the data collected in the field can form the backbone of later marketing campaigns.’ The project was to involve a detail study of the market based on the consumers. The markets available for the study were the retail shops.

people’s / consumers’ perception so that it serves as a foundation to prepare the questionnaire for collecting primar y data and that it helps in deciding other methods to be adopted which may be useful in gathering the necessary information. Closed end questions pre – specify all the possible answers. the professional marketing researcher carefully chooses the question and their form. focus group. unbiased wording and should be pre – tested before it is actually used. In preparing a questionnaire. direct. Mechanical devices are used frequently in marketing research. Mechanical devices hold no relevance for this study and thus only questionnaire was used. Questionnaire had to be carefully developed. Open – end questions often reveal more because they do not constrain respondent’s answers. multiple choice questions 25 . commonly known as the pilot survey was and undertaken where particularly information was gathered With respect to the brands. a general survey to gain knowledge about the market. A questionnaire consists of a set of questions presented to respondent for their answers. the questionnaire by far the most common instrument used to collect the primary data. The common research approach for collecting the primary data are observations.There are different research approaches and the research instruments that were employed during the research work. RESEARCH INSTRUMENTS:- Marketing researchers have a choice of two main research instruments in collecting primary data – questionnaire and mechanical devices. questionnaire method was followed to collect primary date with respect to the project which was finally implemented after pre testing closed end. Because of its flexibility. where the research is looking for insight into how people think a certain way. wording and sequence. surveys and experiments. tasted and debugged before they are administered on large scale. In this case. In this case too. Marketing researchers distinguish between open – end and closed – end questions. and respondents make a choice among them. Open – end questions are especially useful in the exploratory stage of research. The questionnaire should use simple. In addition. Open – end questions allow respondents to answer in their own words. the form of the question asked can influence the response.

the marketing researcher must decide how the subject should be contacted. Telephone could not be an effective medium for getting the first hand responses pertaining to the study. For the purpose of the market survey. for filling the questionnaire. I will use method of direct interview. For the collection of primary data. for retail shops package drinking water. for hotel industr y/ restaurants and secondly. or personal interviews. (B) C & F QUESTIONNAIRE (C) CUSTOMER QUESTIONNAIRE CONTACT METHODS:- Once the sampling plan has been determined. (A) RETAILERS QUESTIONNAIRE: this questionnaire was designed for various retailers. which pass on these type of items to the ultimate customer.were followed after pre testing and two different type of questionnaires were used (for details see appendix) closed end multiple choice questions were used so that minimum time of consumers / respondents is consumed. I designed the structured questionnaire for two levels first. telephone. HOW IT WAS DONE :- 26 . I design the research based on primary data. Secondary data will be used to supplement the primary research and in terms of capacity and profile of package drinking water industry. Method was adopted to collect the data related to the study. The choices are mail.

2. journals & Business Magazines. having been collected for some other purpose.\ Primary data: In order to have first hand information to know the perception. Secondary data already exists. while primary data consists of original infor mation collected for the specific purpose. Various publications on related subject. STEPS IN RESEARCH DESIGN PROCESS 27 . Data Source The plan calls for gathering both the secondary and primar y data. 3. preference and liking of the customers / consumers visiting various retail shops. discount) and the services (promotional and other benefits) that the company people provide them. All these persons are also interviewed to know their feelings and attitudes about the facilities (margins. sampling plan and contact method. Research Problem for the present study Analyzing the market of kingfisher package drinking water and soda and royal crown cola in Jaipur city. 1. Secondary data: for the project were collected from: 1. research instruments. 3. Various publications on the area of work. The research plan The research plan is designed for gathering the needed information. research approach. Newspapers. Designing research plan calls for definitions on the information (data) sources. 2.

and material requirements. Estimate the value of the information to be provided by the research Descriptive research is characterized by a high degree of flexibility tends to rely on convenience sample. and execution. 3. 7. and the research profession as well as those of the researcher. computer time. 8. Select the measurement technique Questionnaires. 2. 1. Select the data collection method (s) Survey research. 5. Estimate time and financial cost Time refers to the time needed to complete the project. Research plan:- 28 . sampling unit. instrument for asking information directly from a respondent’s on the basis of question asked by interviewer. the clients. Sample size. the respondents. sample plan. Select the sample (primary considerations) Population. The financial requirement is the monetary representation of personal time. sampling method (non-probability). 4. sample frame. Select the analytical approach Data analysis involves converting a series of recorded observations into descriptive statement and/ or inferences about relationships. Define the research problem Research problem definition involves specifying the information needed by management. 6. Evaluate the ethics of research Ethically sound research considers the interests of the general public. infor mation directly from respondent’s shops.

so that a some places a lot of problems in collection of data. malls. My sample size was about 70 composite shops. For appointment I used telephone in case of shops I have taken special permission from the contractor to visit his shops. 40 hotels in the different areas.1. For the purpose I had prepared a questionnaire and went to the respondents with that. 2. 4 multiplexes. soda & royal crown cola respectively. My research was related to “excise and package drinking water trade”. salesman and purchase or food and beverages managers of different hotels. Therefore all the composite shops were included in the area of my research. Sample size: there are about 70 shops. 29 . 3. Area: since my research was pertaining to package drinking water and soda and royal crown cola in retail counters. On an average 350. 170 & 45 carats of water. my respondents were the owner of the shops. multiplexes & hotels of Jaipur markets. therefore instead of questionnaire I adopted interview method so that I could make my respondents feel easy. Method of collection: - For the collection of the data I adopted questionnaire method. Respondents: I visited at least once every counter of the respective areas.

Pink City Area 30 .

Road 31 .Market Share Others 19% Bislery 47% Kingfisher 15% Acquafine 19% Pink city area is the situated in the heart of the city. Market Summary Total Out-Let Visited 22 KF/KK Presence 11 Good Presence of KF/KK 5 Not Presence 11 M. Here Bislery is the market leader with 47% market share.I. Reason behind of this low market share is poor supply of distributer. Other occupied 19% market share. After that Acquafina with 19% and after that Kingfisher with15%.

Acquafine 29% and with 21% market share Kingfisher stand on third position. Market Summary Total Out-Let Visited 30 KF/KK Presence 18 Good Presence of KF/KK 7 Not Presence 12 Railway Station Road 32 . Others witch include like Kinely.Market Share Others 18% Bislery 32% Kingfisher 21% Acquafine 29% In M.McDonald and local player capture 18% market share.I road Besilery capture 32% market. Reason of this large market share is a particular sales manager.

Market Share Others Bislery 10% 18% Acquafine 12% Kingfisher 60% It is one of the busy place of Jaipur. and Kingfisher is market leader with 60% market share folled by Bislery and Acquafine with 18% and12% market share. Others with 10% market share. Market Summary Total Out-Let Visited 35 KF/KK Presence 27 Good Presence of KF/KK 21 Not Presence 8 Rambag & SMS Road 33 .

Acquafine and others are taken 10% and 16% market. Market Summary Total Out-Let Visited 25 KF/KK Presence 14 Good Presence of KF/KK 6 Not Presence 11 Tonk Road & University Road Market Share 34 . Bislery capturing with 31% market.Market Share Others 16% Bislery 31% Acquafine Kingfisher 10% 43% Kingfisher is market leader in Rambag with 43% market.

Market Summary Total Out-Let Visited 21 KF/KK Presence 9 Good Presence of KF/KK 3 Not Presence 12 Jhotvara Road Market Share 35 . Acquafine with 30% and Kingfisher is with 14% market. Others 19% Bislery 37% Kingfisher 14% Acquafine 30% According to our survey Bislery is the market leader with 37% market share. Others players occupied 19% market.

Market Summary Total Out-Let Visited 20 KF/KK Presence 6 Good Presence of KF/KK 0 Not Presence 14 J. Others are taking remaining 19% market of PDW.N. Road & New Raja park Market Share 36 . Others 19% Bislery 34% Kingfisher 22% Acquafine 25% In this area Bislery taking 34% market. After that close fight between Acquafine and Kingfisher with 25% and 22% respectively.

Market Summary Total Out-Let Visited 20 KF/KK Presence 7 Good Presence of KF/KK 1 Not Presence 13 Adharshnagar Market Share 37 . Others 18% Bislery 36% Kingfisher 19% Acquafine 27% From the above graph it is clear that Bislery is leading in the market with 36% share. Acquafine and kingfisher are on 2 nd and 3 rd place with 27% and 19% market share respectively.

Bislery is the market leader with 46% market share after that Acquafine with 23% and then Kingfisher with 15% and finally Others capture 16% market in PDW. Others 16% Kingfisher Bislery 15% 46% Acquafine 23% In the area of Adharshnagar. Market Share Total Out-Let Visited 32 KF/KK Presence 12 Good Presence of KF/KK 4 Not Presence 20 Sodala Market Share 38 .

Market Summary Total Out-Let Visited 24 KF/KK Presence 5 Good Presence of KF/KK 0 Not Presence 19 Vaishaly Nagar Market Share 39 . Than others capturing 21% and finally Kingfisher with 14 % market share. Others 21% Bislery 38% Kingfisher 14% Acquafine 27% As the graph clearly show that Bislery is again the market leader with 38% market after that Acquafine with 27% market.

Bislery share is 34%. Other take 19% market share. Acquafine with 25% and very close to 2 nd . Kingfisher with 22% share in market. Market Summary Total Out-Let Visited 26 KF/KK Presence 11 Good Presence of KF/KK 4 Not Presence 15 Sakir Road Market Share 40 . Others 19% Bislery 34% Kingfisher 22% Acquafine 25% Here the competition is tuff.

Others 27% Bislery 42% Kingfisher 12% Acquafine 19% In this area Bislery is leading the market with 42%. In second place others come with 27% share and third and fourth place is captured by Acquafine and Kingfisher with 19% and 12% market share. Market Summary Total Out-Let Visited 24 KF/KK Presence 13 Good Presence of KF/KK 2 Not Presence 11 Gopalpura Market Share 41 . share.

Bislery is the market leader having 36% share. Acquafine is on 3 rd place with 26%. With 8% share Kingfisher is on 4 th place. Market Summary Total Out-Let Visited 23 KF/KK Presence 4 Good Presence of KF/KK 0 Not Presence 19 Chandpol Market Share 42 . Others 30% Bislery 36% Kingfisher 8% Acquafine 26% According to our survey in Gopalura. Others eating 30% 0f pie.

Others 26% Bislery 36% Kingfisher 18% Acquafine 20% In Chandpol area Bisler y capture 36% market. Others again doing well with 26% market. Kingfisher taking 18% market of Chandpol. Market Summary Total Out-Let Visited 23 KF/KK Presence 5 Good Presence of KF/KK 1 Not Presence 17 FINDIN G 43 . Acquafine with 20% market share.

Customer gives headache if we don’t give the brand of his choice. And rational price. People’s saying : Kingfisher is in beer segment not in water segment. Service is not available at the right time. Followed by Aquafina. SWOT ANALYSIS 44 . • Consumer who use kingfisher product branded name of UB group. • Most of PWD’s consumer are use bislery because it is most branded and trustworthy. Kingfisher soda get flat ver y soon in compare to it’s competitor. Retailer says that customer does not demand for PDW. Packaging is not at all attractive as compare to its competitor. And availability of staff and team. Bislery hold first position. The bottle is breakdown very easily. • Kingfisher is third largest in jaipur city. • Kingfisher has good supply chain.

45 .

become USP for shops. • High price of 1ltr. water. Yash. OPPORTUNITIE THREATS • WideS market still remains unexplored • Bisleri. Packaging of the product is not • • Kingfisher is having its own depot at attractive. • Consumers are becoming more brand • Strong brand image of Kingfisher also loyal rather than quality conscious. and Lehar. Aquafina. • Its purification process is very high than • No stress on massive advertisement of its competitors. • Company is serving in all Rajasthan. its sales officer ’s has got • Promotion of product is rare easy access within the corporate. • Persistent water scarcity • Public Relation & Promotional • Can increase its market shares by activities are inadequate in Jaipur city. professionalism. its production capacity. competitors like Bisleri. • Local players like Intimate. Competition from other companies and well-established brands • Municipalities are supplying impure operating in the market. • Company has license to serve package Vinayak are growing at a very fast rate drinking water in all over India so especially at bus stands and railway company can easily go for other states station area. • Bottling for U B GROUP Limited. Jaipur. • New services could be attached e. the product. • We are unable to provide chilled water • Brand image is very high than its • Poor after sale services competitors. .g. 46 in order to tap the large unrepresented market. so has got a very strong customer loyalty. Company can use more of tr ying to capture the market. Aquafina and other companies People are getting more health are serving packaged drinking water in • conscious all over India. STRENGTHS WEAKNESSES • Established name as company is • The high price of 20 litre jars operating since 1857 successfully. Water as compared to the local players. • The company is having a small sales • Company is enjoying the advantage of force with low morale and latest technology of production. offices. • Poor distribution channels & irregular • Low rates as compared to the nearest visit in the market. & • Attractive schemes are provided by the institutes competitors for their brand promotion. advertisements and aggressive • Eureka Forbes and Aqua guard are marketing.

racks. • Regular visit should be maintained for proper supply. at bus stands & at the tourists areas should be given special consideration. • Sales promotion tools such as key chains.RECOMMENDATIONS & SUGGESTIONS:- • After sale services should be improved. of distributors. • Counters outside hospitals. Catering service providers should be taken care of. banners. stickers should be given to the retailers. • More schemes should be launched by the company and organization. note pads. • More experienced candidates should be appointed as sales officers. pens. • One week credit facility or one bill due system should be introduced. 47 . We should focus on the costumer more than the retailer for that local advertisement would help us more like in local newspaper and magazines. • Increase no. cinema halls. • Packaging should be standardized & made attractive.

Action plan for covering the sample population: There are four major segments selected for the jar and dispenser business: Hospitality industries• : Hotels. 48 . We suggest you to organize some small camps like medical camps or some awareness camps to explain rural people that “KINGFISHER” is also a health caring stuff with mineral water under their belt. Companies typically establish their marketing budget at a percentage of the sales goal.housingsmain market. Second. the company also has to decide how to divide the total marketing budget among the various tools in the marketing mix. catering services. Households: • Scholl& Education institution and hospitals. A particular company may spend more than the normal percentage ratio in the hope of achieving a higher market share. colonies. one must decide what level of marketing expenditure is necessar y to achieve its marketing objectives. and marketing allocation. Institutional sales • : Factories. confectioneries Ice cream parlors. residential flats & Retail segment: • All Pan walas. restaurant. Offices & Export house. First. Bakers & and bars. marketing mix. PLANNING MARKETING PROGRAMS:- To transform marketing strategy into marketing programs. marketing managers must take basic decisions on marketing expenditures. general store. and Juice & Ice cream parlors. Marketing is one of the key concepts in modern marketing theory. Commercial complexes.

MARKETING MIX It is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. This is known as 4 P’s of marketing mix. It consists of Product. Price. It represents the seller’s views of marketing tools available for influencing the buyers to opt for their products. Place and Promotion. 4 P’s OF MARKETING:- This is a major concept in traditional marketing. 4 P’s of marketing are shown in the following diagram: 49 . MARKETING IS BECOMING A BATTLE BASED MORE ON INFORMATION THAN ON SALES POWER.

persons (celebrities and film stars). and packaging. which includes the product quality. B) Basic Product- 50 . services (haircuts. design. concerts). features. PRODUCT WHO SHOULD ULTIMATELY DESIGN THE PRODUCT ?????????? THE COUSTOMER OF C OURSE. Products that are marketed include physical goods (automobiles. promotion media. sales force size. Here our product is Packaged Drinking Water. and sales areas.Not all marketing. Product can be defined as follows: A PRODUCT is anything that can be offered to a market to satisfy a want or need. The most basic marketing-mix tool is product – the firm’s tangible offer to the market. The customer purchase PDW to satisfy his thrust. the marketers must decide on the allocation of the marketing budget to the various products. Finally. places (Hawaii). Typically. It can develop new products and modify its distribution channels only in the long run. books). Thus the firm typically makes fewer period-to-period marketing-mix changes in the short run than the number of marketing- mix variables might suggest. A) Core benefit- It is the fundamental service or benefit that the customer is really buying. organization and ideas (family planning. and advertising expenditures in the short run. branding. the firm can changes its price.mix variables can be adjusted in the short run. channels. safe driving).

51 . D) Augmented Product- At the fourth level the marketers prepare an augmented product that meets the customer ’s desire beyond their expectations. You need basic infrastructure to satisfy your particular need. We will be planning to provide our customer in future the following features…. Direct home deliver as and when customer required. Making of water bottle according to customer need requirement. The basic thing that customer want from any PDW is that the water is pure and good for the health at the same time they are conscious about the price. 1. C) Expected Product- At the third level the basic product is turned into expected product.The second level the marketers turn the core benefit into a basic generic product. The bottle is of good quality and must be long life. 2. More different size of water bottle. 3. a set of attributes and conditions that buyers normally expect and agree to when they purchase this product. It helps the customer to recall the product and that help in Next Time Purchase. E) Potential Product- Potential product is that product which company wants to provide their customers in future. Buyer expected that water that he purchase is cold and out of fresh stock.

Why to design the product: CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGUNANT PRODUCT 52 POTENTIAL PRODUCT .

price is set independent of the rest of the marketing mix. the finance department. in that it can be changed quickly. Even here. the other element produce costs. price is not revised often enough to capitalize on market changes. Yet. At the same time. In large companies. and accountants. Companies handle pricing in a variety of ways.PRICE THE BEST WAY TO ENTER AND KEEP CUSTOMERS IS TO CONSTANTLY FIGURE OUT HOW TO GIVE THEM MORE FOR LESS. Price is also one of the most flexible elements of the marketing mix. Price is the only element in the marketing mix that produces revenue. This department reports to the marketing department. 53 . Others who exert an inf luence on pricing include sales managers. many companies do not handle pricing well. production managers. pricing and price competition are the number one problems facing many marketing executives. In industries where pricing is a key factor (aerospace. railroads. In small companies. oil companies). pricing is typically handled by division and product-line managers. top management sets the general pricing objectives and policies and often approves the prices proposed by lower levels of management. Prices are often set by top management rather by marketing or salespeople. the amount of money that customer pay for the product. A Critical marketing-mix tool is price. unlike product features and channel commitments. finance managers. companies will often establish a pricing department to set prices of assist others in determining appropriate prices. The most common mistake is these: Pricing is too cost oriented. or top management.

recruit. One must identify.PLACE THE MOST IMPORTANT THING IS TO FORECAST WHERE CUSTOMERS ARE MOVING. and direct marketing. sales promotion. other stakeholders. PROMOTION “SELL VALUE NOT PRICE” Promotion.mix tool.mix tool. and physical distribution firms and how they make their decision. suppliers. and link various marketing facilitators to supply its products and services efficiently to the target market. retailers. Modern marketing calls for STAY more than a developing a good product. and the general public. includes the various activities they company undertakes to make the product accessible and available to target customers. it is important to prepare form the starting because TODAY YOU HAVE RUN FASTER TOIN TH SAME PLACE. public relations and publicity personal selling. In today world where every one ready to cut the throat of every one else. AND TO BE IN FRONT OF THEM Place. another key marketing. Companies must also communicate with their present and potential customers. includes all the activities the company undertakes to communicate and promote its product to the target market. A businessman must understand the various types of retailers. the fourth marketing. pricingEit attractively. The marketing communications mix consists of five major modes of communication: advertising. 54 . and making it accessible to target customers. wholesalers.

and Place-prove increasingly insufficient to survive in an intensely competitive and overcrowded brand bazaar.PACE THE FIFTH P OF MARKETING THEY ARE CALLING IT THE FIFTH P. Cutting the gap between one launch and the next. To maintain a high frequency of promotions. in order to keep consumer interest in product high. Promotion. To respond quickly to changes in consumer preferences by introducing brand variations. Price. A many–edged weapon. speed is being wielded in virtually every front of the marketing wars that have broken out: To launch new products and re launch old ones. HOW IS PACE MANAGED? By launching brands without elaborate trials. WHAT IS PACE? Increasing the speed of new product launches. Responding quickly to changing customer needs. squeezing the average time between launches. As plans based on the four fundamental Ps of marketing – Product. 55 . smart corporate are discovering that pace is another stratagem by which they can steal a competitive advantage over their rivals. Stepping up the frequency of promotion. By occupying new segment before rivals.

By creating systems designed for quick response.

By compressing product- manufacturing cycles.

WHAT IS THE PAY-OFFS?

The thunder is stolen from competitor ’s launches.

Being first helps achieve leadership in a segment.

Quick launches make up for late entries.

Rivals are denied precious shelf- space.

PACKAGING

Packaging, Which is considered to be another very important element of the marketing-mix, is
defined as follows:

PACKAGING includes the activities of designing and producing the container or wrapper for a
product.

The container or wrapper is called the package. The package might include up to three levels of
material. Thus, Old spice After-Shave Lotion is in a bottle (Primary package) that is in a
cardboard box (Secondary package) that is in a corrugated boxing (shipping package) containing
six dozens boxes of Old Spice.

In recent times, packaging has become a potent marketing tool. Well designed packages can
create convenience value for the consumer and promotional value for the producer. Various
factors have contributed to packaging growing use as a marketing tool:

Self- Service: An increasing number of products are sold on a self-service basis in supermarkets
and discount house. In an average super market, which stocks 15,000 items, the typical shopper
passes by some three items per minute. Given that 53% of all purchases are made on impulse, the
effective package operates as a “five second commercial.” The package must perform many of
the sales tasks. It must attract attention, describe the product’s features, create consumer
confidence, and make a favorable overall impression.

Consumer affluence: Rising consumer affluence means consumers willing to pay a little more for
the convenience, appearance, dependability, and prestige of better packages.

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Company and brand image: Companies are recognizing the power of well designed packages to
contribute to instant recognition of the company or the brand.

Innovation opportunity: Innovative packaging can bring large benefits to consumer and profits to
producers. The first companies to put their soft drinks in pop-ton cans and their liquid sprays in
aerosol can attracted many new customers. Even the company which first introduces sachets in
the Indian market attracted many customers and formed and important medium of reaching the
Indian rural market where the purchases are based on daily wages.

Developing an effective package for a new product requires several decisions. The first task is to
establish the packaging concept. The packaging concept defines what the package should
basically be or do for particular product. Should the package main function (s) be to offer
superior product protection, introduce a novel dispensing method, suggest certain qualities about
the product of the company, or something else?

Therefore, once the packaging concept has been determined, decision must be made on
additional packaging elements- size, shape, materials, color, text, and brand mark. Decision must
be made on how much or little text, cello phone or other transparent films, a plastic or a
laminated tray, and so on. Where a product safety issue is involved, decision must be made on
“tamperproof” devices. The various packaging elements must be harmonized. Size interacts with
materials, colors, and so on. The packaging elements must also be harmonized with decisions on
pricing, advertising, and other marketing elements.

After the packaging is designed, it must be tested. Engineering tests are conducted to ensure that
the package stands up under normal condition; visual tests, to ensure that the script is legible and
the colors har monious; dealer tests, to ensure that the dealers find the packages attractive and
easy to handle; and consumer testes, to ensure favorable consumer response.

Developing effective packaging may cost several hundred thousand rupees and take from a few
months to a year. The importance of packaging cannot be overemphasized, considering the
functions it performs in attracting and satisfying customers. Companies may pay attention,
however, to growing environmental and safety concerns about packaging. Shortages of paper,
aluminum, and other material suggest that marketers should try to reduce their packaging. The
growth of non-returnable glass containers has resulted in using up to 17 times as much glass as
with returnable containers. Many packages end up as broken bottles and crumpled cans littering
the streets and countryside. All of this packaging creates a major problem in solid waste disposal,
requiring huge amount of labor and energy. Fortunately, many companies have gone “green” in
their packaging. Companies must take decisions that serve society’s interests as well as
immediate customer and company objectives.

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LABELING

Labeling is a subset of packaging. Sellers must label their products. The label may be a simple
tag attached to the product or an elaborately designed graphic that is a part of the package. The
label might carry only the brand name or a great deal of information. Even if the seller prefers a
simple label, the law may require additional information.

Labels perform several functions. First, the label identifies the product or brand- for instance, the
name Maggi stamped on packet of noodles. The label might also grade the product; thus the
Dabur honey small glass containers are grade labeled A. The label might describe the product:
who made it, where it was made, when it was made, what it contains, how it is to be used, and
how to use it safely. Finally, the label might promote the product through its attractive graphics.

Labels eventually become outmode and need freshening up. The label on Orange Crush soft
drinks was substantially changed when its competitor labels began to picture fresh fruits, thereby
pulling in more sales. Orange Crush developed a label with new symbols to suggest freshness
and with much stronger and deeper colors.

Note that the 4Ps represent the sellers’ view of the marketing tools available for influencing
buyers. From a buyer ’s point of view, each marketing tool is designed to deliver a customer
benefit. Robert Lauterborn suggested that the sellers’ 4Ps

4Ps 4Cs

Product Customer needs and wants
Price Cost to the customer

Place Convenience

Promotion Communication

Correspond to the customer’s 4Cs.

Thus, winning companies will be those who can meet customer needs economically and
conveniently and with effective communication.

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power Industry Fas Competitor’s Availability t technologi of many c al competitors in this changes Intense price Lowfield. . brand Threat of substitute product s Conventional methods to save Localcost player providing solution with unhygienic wate Otherr drinks like59 Cola. Michael E-Porter’s five-force industry analysis Potential entrants Big target population High few player profitability Very High s growth prospect of industry due to increase in aw Buyer ’s bargaining power Supplier areness related to s bargaining health. price war Superior by local offered Rising technologies of competitor demand of Morecompetitors profit s Additional safe given by local margin value added and pure services offered producer drinking competitors by Loyalty wate to retailer towards competitor’s r .Juice etc.

Even for that matter the market potential of automobiles in a period of recession can be compared with the period when a most of foreign automobile majors invested in Indian automobile industr y. technological and demographic features that affect the maximum market demand.MARKET POTENTIAL is the limit approached by the market demand as industry marketing expenditures approach infinity. where the latter is the measure a sufficient level of interest shown. 60 . The phrase “for a given environment” has great significance in the concept of market potential. Consumer interest only does not have enough income for the product provided the product itself is distributed well enough as within the reach of the customers. for example. Therefore. potential being the measure of capability of a thing to exist. which is determined by the prevailing conditions and environment in the market. by a set of consumers. according to me. the cultura political. Many people confuse market potential with potential market. Companies cannot do anything about the position of the market demand function. economic. Market Potential can be ter med as Latent Talent. for a product / thing offered by the market. A very important confusion must be cleared before we understand other feature. Consider the export market potential for the steel industry in India in a period of recession when there was South Asian economic breakdown versus a period of prosperity when earlier to that. the market was all the time bullish. for a given environment. natural.

say 261 million people. Thus if 100 million people buy books each year. The next step is to eliminate groups that obviously would not buy the product. One can always start with the total population in the nation. A common way to estimate total market potential is an follows: T = n x q x p (F1) Where: T = Total market potential N= Number of buyers in the specific product / market under the given assumptions. then the total market potential for books in Rs. The most difficult component to estimate in formula (F1) is n.000.300. 15 billion (= 100. Eliminating them. This means that only 80% of the population. Let us assume that illiterate people and children under 12 do not buy books and they constitute 20% of the population. We would use this number of potential buyers in the formula (F1) to calculate the total market 4 potential. 50.000 x 3 x 50). We might do further research and find that people of low income and low education do not read books and they constitute over 30% of the suspect pool. or approximately 20% million people would in the suspect pool. and the average price of a book is Rs. 61 .Now let us get ourselves aware of the practical methods of estimating market potential. Q = Quantity purchased by an average buyer. and the average book buyers buy three books a year. the number of buyers in specific product / market. The two approaches generally applied (as followed in this case also) are total market potential and Area market potential. TOTAL MARKET POTENTIAL: Total market potential in the maximum amount of sales that might be available to all firms in the industr y during a given period under a given level of industr y marketing effort and given environmental conditions. we arrive at a prospect pool of approximately 146. P = price of an average unit.000 book buyers.

consumer companies also have to estimate area market potentials. Thus the method more commonly used in consumer markets is a straightforward index 62 . they need to estimate the methods of assessing the market of different cities. states. and the multiple factor index method. which is primarily used by consumer marketers. Multiple. This method produces accurate results if we have a list of all potential buyers and a good estimate of what each will buy.A variation on formula (Fi) in the ratio method. But the customer of consumer companies is too numerous to be listed. Two major methods of assessing the area market potential are available: The market buildup method. which is primarily used by the business marketers. Therefore. and nations.Factor Index Method: Like business marketers. AREA MARKET POTENTIAL: Companies face the problem of selecting the best territories and allocating their market budgets optimally among these territories. this information is not always easy to gather. Suppose brewery ids interested in estimating the market potential for a new light beer. An estimate can be made by the following calculation: Population x personal discretionary income per capita x average percentage spent Demand on food x average percentage of amount For spend on beverages x average percentage of amount spend on beverages that is spend on The alcoholic beverages x average percentage of amount spent on alcoholic beverages that is New spend on beer x expected percentage of light beer amount spent on beer that will be spent on light beer. Market Buildup Method: The market buildup methods call for identifying all the potential buyers in each market and estimating their potential purchases. This method involves multiplying a base number a base number by several adjusting percentages. Unfortunately.

Others weights can be assigned if appropriate. Regional drug sales are also influenced by per capita income and the number of physicians per 10.25% of the total drugs sold. A single factor. for example.method. however. the company might assume that Jaipur City would be a market for 3. which are somewhat arbitrary. Consider the following buying. Thus if make sense to develop a multi-factor index with each factor assigned a specific weight.3 r (I) + 0. 63 . might assume that the market potential for drugs is directly related to population size. local promotion costs. The numbers are the weights attached to each variable. such as competitors’ presence in that market.25% of the state of Rajas than population. etc. If the city of Jaipur has 3.000 people.2 p (I) F (2) Where: B (I) = percentage of total national buying power found in area I Y = percentage of national effective buying income originating in area I R = percentage of national retail sales in area I P = percent of national population of ages 18 and over per household located in area i. Furthermore. A drug manufacturer.5 y (I) + 0. is rarely a complete indicator of sales opportunity. seasonal factors.power index used in the “Annual Survey of Buying Power” published by Sales and Marketing Management: B (I) = 0. a manufacturer would want to adjust the market potential for additional factors.

replacement of leaked bottles etc. advertisements and margins. 64 .Basis of sale of Package Drinking Water Brands at shops/Hotel: Demand by the customer 50% Schemes offered by the companies 10% Advertisement 10% More margins 3% Others 2% Mostly the demand by the customer is the main reason for selling of particular brand of Package Drinking Water and then it comes to schemes. In other reason it includes availability.

QUESTIONNAIRE TO DEALER:- Are you satisfied with the supply facility of C&F with regard to final delivery ? 1) Yes 2) No How is the customer response? 1) Positive 2) Negative 3) Neutral Are you satisfied with the offered margin? 1) Yes 2) No 3) No Answer 65 .

TO CUSTOMER:- Which product do you use in PDW ? 1) Kingfisher 2) Bisler y 3) Aquafina 4) Other What sort of image do you have regarding our products ? 1) Excellent 2) Good 3) Average 4) Poor Are you satisfy with the quality of the product ? 1) Strongly satisfied 2) Satisfied 3)Not satisfied 4) Can’t say Which attribute do you like most in our product? 1) Packaging 2) Quality 3) Price 4) Others 66 .

Kingfisher 32 Bisleri 40 20 Ltr. Kingfisher 90 Aquafina 100 Bisleri 113 Intimate 60 Mcdowell’s 84 Yash 60 Vinayak 60 Kinley 110 Himalya 180 2 Ltr. What changes you want us to work on? 1) Packaging 2) Price 3) Quality 4) Advertising EXIBIT:- RATE LIST PACKAGED DRINKING WATER Size Brand Name Rate Per Case (RS. Kingfisher 40 Bisleri 55 67 .S Kingfisher 125 Bisleri 153 Yash 100 5 Ltr.) 1 Ltr.

360 10 + 2 EXIBIT-02:- 68 . PACKAGED DRINKING SODA Size Brand Name Rates Per Case(RS.5 ltr. 444 24 + 4 2 ltr. 240 24 + 2 600 ml.) 500ml Kingfisher 145 Lehar 216 Kinley 192 1. Lehar 198 ROYAL CROWN COLA Size Price Bottles Scheme 300 ml.

BIBLIOGRAPHY 69 . 1 case+2 bottles extra. Packaged drinking water. Rs. BISLERI 1 ltr. 1 case+4 bottles extra. 1 case+ 2 bottles extra. 128. 387. Rs. KINLEY 3 case of packaged drinking water ( any size). 1 case+ 4 bottles of Aquafina extra. AQUAFINA 1 Ltr. Rs. Rs. 1 case+2 bottles extra. Packaged drinking water.SCHEMES KINGFISHER 1 Ltr. 216. Packaged drinking water. 124. 2 Ltr. Rs. LEHAR 500 ml soda. 6 glasses free. 115. Pepsi.

rccolainternational.1..R.kingfisherworld.goolge. RC cola 5.com 3. 2 nd Edition.com 4. Marketing Management. Kothari C. www.com 70 . Research Methodology: Methods and Techniques. Philip Kotler. www. 11 th Edition. www. 2. 6.

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