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Comparative Study of Packaged Drinking Water Between Bisleri and Kinley.

Dissertation submitted in partial fulfilment for the award of The Post


Graduate Diploma in Management.
By
Parth Rana
PG19085

Submitted To:

Unitedworld School of Business


Gandhinagar, Gujarat-382422

Project Guide:
Prof. Bhupinder Arora
Contact No: 94266148279
Email: bhupinderkumar@karnavatiuniversity.edu.in
ANNEXURE – I

DECLARATION

I hereby declare this Dissertation Report titled Comparative Study of Packaged


Drinking Water Between Bisleri and Kinley. Submitted by me to the Unitedworld School of
Business, Karnavati University, Gandhinagar, Gujarat, is a bonafide work undertaken by me and
it is not submitted to any other University or Institution for the award of any degree diploma /
certificate or published any time before.

Name of the Student Signature of the Student

Parth Rana.

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ANNEXURE – II

CERTIFICATION

This is to certify that the Dissertation Report title Comparative Study of Packaged
Drinking Water Between Bisleri and Kinley submitted in partial fulfilment for the award of
Post Graduate Diploma in Management Programme of Unitedworld School of Business,
Karnavati University, Gandhinagar, Gujarat, was carried out by Prof. Bhupinder Arora under
my guidance. This has not been submitted to any other University or Institution for the award of
any degree/diploma/certificate.

Name of the Guide Signature of the Guide

Prof. Bhupinder Arora.

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Abstract

This project is based on the survey, which was done in Ahmedabad city. The main objective of
the survey is to compare Bisleri and Kinley Mineral Water, to study consumer satisfaction and
Market Potential of Bisleri and kinley. Report contains a brief introduction of Bisleri and
Kinley. Bisleri has interests in various sectors and provide consistent quality of water to meet our
costumer‟s satisfaction worldwide

This report clearly mentions objective of the study and the research methodology utilized, both
primary data and secondary data. The data collection method used is structured non disguised
questionnaire in which the types of questions used are close ended.

The market survey report will help those entire consumers of Bisleri and Kinley Mineral Water.
The data have been collected by the help of a questionnaire, which is given in the report. The
collected data have been analyzed and shown in the form of graphs.

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Acknowledgements

I am sincerely thankful to Unitedworld School of Business, Ahmedabad for providing me an


opportunity to write a research report in the form of dissertation on the topic “Comparative
Study of Packaged Drinking Water Between Bisleri and Kinley”.

I am also grateful to Prof. Bhupinder Arora for guiding me throughout the research process.
Without his support it would be very difficult for me to complete.

I would like to thank some of my friends/classmates who helped me during the research process
Mitesh Chauhan, Virgesh Rana, Arjun Odedra, Dhrumil Shah and Nikita Gupta for their
valuable time.

Also I would like to thank my respondents who gave me their valuable time and fill that
questionnaire honestly and insightful.

Last but not the least, I would like to thank all the persons who have helped me directly or
indirectly in completing my project successfully.

Parth Rana
PGDM 2019-21
PG19085

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Table of Content
INTRODUCTION 1

REVIEW OF LITERATURE 2

RESEARCH METHODOLOGY 4

THE COMPANY PROFILE 6


Bisleri 6
Kinley 14

DATA ANALYSIS AND PRESENTATION 19


Figure 5.1 Sample break up in terms of age group. 19
Figure 5.2 Sample break up on the basis of gender. 20
Figure 5.3 Consumer preference about packaged drinking water. 21
Figure 5.4 Consumer preference about which brand packaged drinking water. 22
Figure 5.5 Purchasing Occassion OR Buying Behaviour. 23
Figure 5.6 Consumption Pattern OR Buying Pattern. 24
Figure 5.7 Attraction towards Brands. 25
Figure 5.8 Pricing factor. 26
Figure 5.9 Brand Loyalty. 27
Figure 6.0 Shape of water bottle. 28
Figure 6.1 Brand Positioning. 29
Figure 6.2 Brand Attachment. 30
Figure 6.3 Awareness of home delivery service. 31
Figure 6.4 Willingness to buy 20 Liters of Jar. 32
Figure 6.5 Best media vehicle of Awareness. 33
Figure 6.6 Strong Marketing Campaign. 34

Conclusion and Suggestion 35

Reference 37

Annexure 38

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INTRODUCTION

Water is the most essential natural resource in the world. Without water, there would be no life.
In today's living condition, the need for Pure Drinking Water is becoming the issue for the
common Man. Around 70% percent of the human metabolism consists of water. In fact in today's
world water is traded as a commodity.

The need of this study is to understand the consumer satisfaction, buying behavior and brand
loyalty towards packaged drinking water. The most challenging aspect is water is a totally free
natural resource for all of us and still the companies are charging money from us, so here one
more need of study is customers are satisfied with the value of money?.

The main objective of the study is to understand which feature or characteristics are attracts the
most to customers.

To understand the current market scenario towards packaged drinking water.

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REVIEW OF LITERATURE

Harish Chandra, SB in his article endeavored to discover the customer fulfillment towards
Bisleri water. To be fruitful, associations must investigate the necessities and needs of their
buyers. That is the motivation behind why numerous scientists and academicians have
ceaselessly underscored on the significance of buyer fulfillment, dependability and maintenance.
Buyer fulfillment is significant on the grounds that numerous specialists have demonstrated that
purchaser fulfillment positively affects an association's benefit. Because of this, the outcomes of
shopper fulfillment and disappointment must be considered. There is likewise a positive
association between shopper fulfillment, reliability and maintenance. In this way, purchaser
fulfillment, dedication and maintenance are for the most part significant for an association to be
effective.

Ramesh Kumar.S and N.Vanitha, The investigation analyzes the brand inclinations of the
purchasers in purchasing bundled drinking water. Meetings of 607 haphazardly chose customers
speaking to four regions in the southern region of Tamilnadu. The respondents give first
inclination for the greater amount and administration quality. The difference in administration
quality is a key factor to hold or switch over to on the brand.. It is recommended that the
legislature should find a way to make mindfulness in checking value stamps in the bundled
drinking water among the individuals.

Subrata Ray and Indranil Chatterjee, for this situation investigation of purchaser inclinations
about Kinley, a perceptual examination has been accomplished for anticipating the explanations
for the inclinations of Kinley, a decision of marked water among the shoppers of Siliguri
dwelling in Siliguri locale. This contextual investigation manages the consumers‟ discernment
about the characteristic examination in regards to their decision of choosing a bundled water
brand. Siliguri is being assumed as a position of research in light of the cosmopolitan idea of the
populace and also financial condition is concerned. From the contextual investigation different
perceptions developed which will be useful for the advertiser of Kinley particularly the
individuals who are working from North Bengal all things considered.

Ratna Bhushan, in his article titled, "Filtered water Kinley surrounds Bisleri‟s retail share"
Summer wars are never again pretty much bubble and tourist; they have sifted down to bundled
water too. The Ramesh Chauhan-possessed Bisleri and Coca-Cola's Kinley are neck-and-neck in
the Rs 1,200-1,500-crore retail bundled water section, as indicated by economic specialist AC
Nielsen. Bisleri, be that as it may, claims it leads in the mass portion, which adds to over half of
its deals.

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Sierra Club: made an investigation entitled, "Filtered water: Learning the Facts and Taking
Action", in their educational bundle about filtered water, the Sierra Club notices water
deficiencies that have been accounted for close packaging plants in Texas and the Great Lakes
locale: the withdrawal of enormous amounts of water from springs and springs for packaging has
exhausted family unit wells in provincial zones, harmed wetlands, and corrupted lakes.

Unknown: In his article titled "Bisleri, Mount Everest battle about „Himalayas‟ escalates" said
that the battle between filtered water major Bisleri and Mt Everest over the utilization of
Himalayan brand arrived at another pitch on Tuesday with Ramesh Chauhan-advanced firm
blaming the Tata gathering organization for manufacturing and gluing mark on its containers.

Mill operator, M. In the investigation on, "Filtered water: Why Is It so Big? Foundations for the
Rapid Growth of Bottled Water Industries", in 2005, Nestle Waters of North America announced
that the normal individual in the United States expends multiple times more filtered water than
they completed 20 years prior. The purposes behind this change from individual to individual,
however the result is the equivalent: filtered water has turned into the most famous refreshment
in the U.S. Settle proposed that buyers feel a feeling of wellbeing in devouring filtered water as
opposed to faucet water.

Hrudey, S. Hrudey, E. what's more, Pollard, S., In their investigation entitled, "Hazard
Management for Assuring Safe Drinking Water", clarify that security doesn't mean the
nonappearance of any hazard since to request a flat out standard would imply that no water could
ever fulfill this guideline and in this way no water would ever be viewed as sheltered. While it is
obvious from the writing that customers need water supplies that are 100% safe, what is less
clear is the thing that the extent of the populace expects some vulnerability and in this manner
acknowledges under 100% security. It isn't clear what levels of hazard are adequate to various
sorts of buyers. In formal hazard appraisals hazard is commonly characterized as the likelihood
of the event of an unfortunate occasion together with the outcomes of that occasion. Nonetheless,
master hazard evaluation doesn't appear to compare with lay appraisals of hazard.

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RESEARCH METHODOLOGY

This research report is totally based on Descriptive Research in which public survey and
observation would be conducted.

Scope of the Study: The packaged drinking water becomes one of the most basic things in this
world as there is a shortage of unadulterated water. Despite the fact that such a significant
number of brands came are the contender for Bisleri, however Bisleri is continuing its image as
an incentive by fulfilling its buyers. Along these lines it is critical to break down what made the
shoppers faithful towards Bisleri and how they fulfilled their purchasers and as yet taking them
with them in their voyage.

Problem Definition:
● To understand the Brand Loyalty, Buying behavior and consumer satisfaction.
● To analyze market potential and current market scenario of packaged drinking water.
● To analyze the impact of promotion or advertisement upon consumers.
● To know which features are affected most to consumers.
● To understand various problems associated with packaged drinking water.

Source of Data: The report would be based on both primary source of data as well as
secondary source of data.

Primary data:- Survey method/Questionnaire method is used for collecting primary data while
conducting the research.
Secondary data:- Internet/Google is used for collecting secondary data while conducting the
research.

Sample Size: The size of sample is 52 respondents in this research paper.


Target Population: Population that I targeted is totally Youth of Ahmedabad.

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Tools and techniques used for data Analysis:
Percentage analysis is one of the statistical measures used to describe the characteristics of the
sample or population in totality. Percentage analysis involves computing measures of variables
selected of the study and its finding will give easy interpretation for the reader. The method
followed:-
● Bar graphs and pie charts will be used to analyze the data.
● Five Point Likert Scale, where 1= Strongly Agree, 2= Agree, 3= undecided, 4=
Disagree, 5= Strongly Disagree.

Limitation:
➢ The comparative study has taken into consideration only two brands of packaged
drinking water, which are Bisleri and Kinley.
➢ Due to the limitations of Covid-19 the study is totally based on online questionnaires via
Google forms.
➢ Due to limitation of time the study has been restricted to Ahmedabad district only.
➢ Moreover due to limitation of time I have taken into consideration only individual
consumers i.e. organizational consumers have not been included in this research .
➢ Due to limitation of time only a small section of people have been studied.
➢ Due to monetary constraint the sample size has been restricted to only 50 sample units,
which are less and limited.
➢ The information we gathered may have bias, which may not give the true picture about
the chosen research topic.

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THE COMPANY PROFILE

Bisleri

AQUA Mineral Ltd. is the owner of the famous BISLERI brand of packaged drinking water. It is
the part of renowned PARLE group in India. This group is engaged in various activities of which
packaged drinking water forms one of its core business.

The origin of Bisleri lies in Italy and the brand owes its name to founder Felice Bisleri, an Italian
Entrepreneur. In 1967, Bisleri set up a plat in Mumbai for bottling and marketing mineral water,
which was first of its kind in India. However, it did not work. Among other reasons, the fact was
that the Indian consumer was unprepared to accept bottled mineral water. This was the main
reason responsible for its failure. Consumer mindsets were more geared towards boiling water at
home.

In 1969, Parle bought over the Bisleri brand. In those days the Bisleri water was not available in
glass bottles. Parle‟s taking charge of Bisleri did not make a dramatic difference to the brand‟s
fortunes immediately. While it did gain in terms of visibility and reach (piggybacking on Parle‟s
existing distribution network), efforts to expand the bottled water market were not exactly
painstaking. Parle at that particular time was interested in making soda water and not packaged

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drinking water. There were just minor initiatives on the part of the company for making
packaged drinking water as it is not considered to be a very profitable business at that time and
people still considered boiling water to be safer than packaged drinking water. Moreover they
were not ready to pay for a commodity like water which was so abundantly available. In 1972-73
Parle changed the packaging of its boiling water and made it available in PVC (poly vinyl
chloride) bottles and that significantly made a difference inthe sales. The buyers, then, were
mainly the upper class- the trendy people.

FUTURE PLANS:- Bottled water major Bisleri International is looking to re-enter the soft
drinks business early next year as part of its plans to clock a turnover of over Rs 2,000 crore by
2021. The company, which is making a comeback in the soft drinks segment after over two
decades, has earmarked a budget of around Rs 100 crore for the new venture.

"Bisleri, as a company by 2021, should be more than Rs 2,000 crore. The growth will come with
expansion of business (into new areas) such as soft drinks," Bisleri international director R K
Garg told PTI. During 2014-15 fiscal, Bisleri had a turnover of about Rs 700 crore and is
growing at a range of 20-25 per cent, he said. Apart from packaged drinking water sold under the
brand Bisleri, the company also sells natural mountain water under the brand Vedica, Bisleri
Soda and energy drink Urzza.

"We have plans to launch soft drinks in early 2016. For expansion of the company, we have to
diversify. We were in that business for a long time and now we are coming in with different
flavours", Garg said. Bisleri promoter Ramesh Chauhan had sold five popular brands Thumbs
Up, Limca, Gold Spot, Maaza and Citra to global beverage major Coca Cola in 1993. Both
parties had entered into a non-compete agreement, which expired in 2008.

"There is no clash with it now", Garg said, adding that Bisleri International would invest around
Rs 100 crore in rolling out the new soft drinks. The company plans to introduce the soft drinks in
lemon, spicy, mango and pina colada flavours. It is looking at manufacturing these products in at
least five locations. On the company's overall growth, Garg said the company expects an increase

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from non-metro markets. Presently, metro markets contribute around Rs 300 crore to Bisleri's
total sales.
Over 90 per cent of total sales come from packaged bottled water segment and rest is contributed
by others.

Besides, Bisleri is also planning to ramp up production of Vedica and expand its export market.
"We are planning to export Vedica to some European markets. We have exported it to Japan and
some Middle East countries", he said. Garg said the company would continue to add 10-12 plants
for packaged water every year to keep pace with its growth by entailing an investment of Rs 100
crore annually. These will be a combination of company-owned plants, franchise and contractors.

Bisleri has around 80 plants in India. On overseas expansion, he said production in Nepal would
start soon and in Bangladesh it has just started.

SOME OF THE FUTURE AND ACHIEVEMENTS BISLERI COMMANDS IN


THE INDIAN MARKET ARE:

● New packaging in bottles and 20 lt. Jar with home delivery.


● No.1 in Industry/Market Leader.
● Regional language campaign.
● Har pani ki bottle bisleri nhi campaign.
● 10 steps quality process and 114 tests.
● World's first and only vertical bottling plant.
● 122 operational plants and 4500 distributors.
● Increase the distribution network with an investment of over 200 crores.
● Strengthen the presence in traditionally weak areas by setting up 12 new bottling
facilities at a cost of 150 crores.
● Target to achieve Rs.2000 crore and a fleet of 5000 trucks.

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LEADERSHIP AND MANAGEMENT:
Founder:- Felice Bisleri
Chairman:- Ramesh Chauhan
Director:- Zainab Chauhan
CEO:- Angelo George

VISION: Our vision is to be the dominant player in the branded water business. We must
expand and be a leader in the premium beverage category.

MISSION: We must have world class quality, at the lowest production and distribution cost.
This will make us an unbeatable leader, and we will have satisfied loyal customers.

VALUE: Bisleri believes in Integrity, Teamwork, Cooperation, Quality, Passion, Openness and
Transparency.

AWARDS AND REWARDS:


● Bisleri enters Guinness world records for collecting plastic bottles.
● Economics times Iconic brand of the year.

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PRODUCT VARIANTS:

Rupees ml/L

6 250ml

10 300ml

12 500ml

20 1L

30 2L

65 5L

110 10L

80 20L

COLLECTION AND PURIFICATION PROCESS:

Step 1 :- Collected water undergoes quality checks at source.


Step 2 :- Ozone kills the harmful bacteria.
Step 3 :- Removes unwanted particles up to 30 microns.
Step 4 :- Gets rid of colour, odour & harmful pesticides.
Step 5 :- Excess minerals and salts are removed.
Step 6 :- We add back the right amount of vital minerals (Magnesium & Potassium compounds)
making our water
healthy & giving it a sweet taste
Step 7 :- Ensures that even the smallest micron-particles (upto 0.45microns) are
removed from the water.
Step 8 :- Helps to maintain purity and quality in the sealed condition of the bottle.
Step 9 :-Most of our bottles are blown on site to avoid any external contamination. Bisleri is
bottled and packaged using highly modernized equipment.

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Step 10 :- Every bottle has a code printed stating the batch number, date, time and
manufacturing location. Stringent quality control checks are done for each & every batch so that
Bisleri's quality standards are met.

SWOT
Strengths:-

1. Brand Recall: Bisleri is very popular around the country for its product. This has made it
achieve a very high brand recall among the minds of the customers. The product is so popular
that it has become synonymous with mineral water. This is a very big success for the brand as
its values and ideologies have clearly resonated with the customers. This has also earned the
trust of the customers for the brand.
2. Quality Standard: They have always focused on the quality of its product and have never
compromised on the same. They claimed their bottled water to be 100% safe to differentiate
with its competitors. They introduced the breakaway seal to make sure they deliver on their
promise.
3. Innovation: They have always strived for innovations among their products. They were the
ones that moved from the glass bottles to PET bottles to ensure quality. The PET bottles are
100% recyclable thereby taking care of their ecosystem. They introduced the breakaway seal to
maintain the purity. They also introduced the hexagonal bottles for better handling, balance and
usage. They introduced the big family packs for the usage at homes and offices.
4. Market Share: According to the Euromonitor report of 2016 Bisleri leads the country in
market share with 24.6%.
5. No Close Competitors: Apart from Aquafina and Kinley, Bisleri is at a very comfortable
position in market share in the country.
6. Point of purchase marketing – Bisleri is known to be very strong and aggressive where point
of purchase marketing is concerned. It brands the shops of its dealers and distributors very well
across the country. Furthermore, the colors used are such that they are noticeable even on
highways when the cars are going fast. As a result, the branding activity results in good turnover
overall.

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Weaknesses:-

1. Distribution Method: The Routeselling method used by Bisleri is more expensive than the
common method of appointing distributors in different towns. This increases the cost and many
retailers refrain from keeping the product as well. This directly attacks their distribution
potential, revenue and market share.
2. Reuse of Bottles by Locals: Lot of local people collect the Bisleri bottles and refill it using the
local unclean water and then mix it with the original batch. This reduces the brand image of
Bisleri and may prove harmful during consumption.
3. Faults in Production: Many times it comes under scrutiny in lapses of quality. This damages
their brand value and reputation. They also lost the license to produce at their Noida facility due
to a similar case.
4. Unmet market Potential: It is unable to meet the market potential of south India as well as in
various pockets of India. Production is not as high as it should be because the consumption is
very high. Naturally, there are other limiting factors to production such as government norms as
well. So if production is increased, Bisleri can match the potential of the market.

Opportunity:-

1. Expansion: It can expand in different locations across the global markets to increase the market
revenues and profits. Europe and the Middle East is a lucrative option for the same.
2. Expected Growth Rate: Packaged water grew at 23-25% compared to last year which is
almost double the growth rate of carbonated drinks. This shows there is still huge potential in
the country.
3. Premium Segment: It can launch a premium bottled water for 5-star hotels and high-end
customers. It can diversify its target audience and cash in on this segment as well.
4. Matching demand and supply – A major problem for any retailer to shift to brands other than
bisleri is the regular supply and refill capacity of Bisleri. The more production Bisleri has, the
more market it will conquer and the more it will be able to match demand with supply. This will
increase its revenues tremendously.

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Threats:-

1. Competition : Indian markets are getting crowded in this product category. Giants like
Coca-Cola, Pepsi and Tata Global Beverages have launched packaged mineral water in the
country. This can affect the market share of the company and thereby cut its profits and
revenues.
2. New big Players eyeing the market : Apart from this there are several other giants that are
eyeing the lucrative mineral water industry of India. Nestle, Tata, HUL and DS group are all
eyeing this market. This would increase the competition to the next level.
3. Localised players : Because the barriers to entry are very low for the packaged drinking water
industry, there are many competitors who have cropped up in various places. As they have a
smaller operation then Bisleri, they are able to give higher margins to retailers and capture the
market in pockets. This is affecting Bisleri where small pockets in urban areas are concerned.
4. RO and Filters : The increase in the sales of water filters and ROs in the country is also an
issue to the sales of Bisleri. People prefer their home water when travelling then to buy a bottled
water from a retailer. And as the rates of such filters are falling the threat is increasing.
5. Counterfeiting : Local and illegal manufacturers package their products similar to Bisleri and
sell it across local destinations harming the market share of Bisleri.
6. Changing Government Policies: For every drop of water packaged some needs to be given
back to the earth and create sustainability in the environment. Bisleri would need to change their
production style and suit the government norms. This would increase their cost of production
and thereby make their products costlier or drive their profits down.

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Kinley

HCCB has been manufacturing Kinley, the packaged drinking water, ever since it was introduced to
India by the Coca-Cola system in 2000. The brand name Kinley that promises the assurance of clean
and safe drinking water, stands for trust and truth.
True to its promise, the Kinley water goes through a rigorous and intensive 10-step process of
purification before it reaches the consumer. The process involves disinfection, sand filtration,
activated carbon filtration, 10-micron polishing filtration, reverse osmosis, 5-micron polishing
filtration, UV treatment, 1-micron polishing filtration, mineral dosing, and ozone filtration.

Among other contaminants the purification process also removes trace compounds like carbonates,
bicarbonates, chlorides, sulfates, phosphates, nitrates, calcium, magnesium, sodium, potassium, iron
and manganese from the water.

Referred to as Total Dissolved Solids (TDS) most of these compounds, if not removed, could cause
hardness of water, often harmful to the health. But such a low level of TDS, achieved through reverse
osmosis, gives water a flat taste. Besides, the reverse osmosis also removes some beneficial minerals
from water. Moreover, water purified to that point becomes slightly acidic, giving it a tendency to

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dissolve and pull nutrients out of our body's cells. HCCB, therefore, using a mineral dosing process,
adds the necessary minerals such as sodium and magnesium salts as per its unique formula and within
prescribed limits, to the treated water obtained through reverse osmosis. The mineral dosing not only
enhances the taste of the water but also makes it slightly alkaline, which is important for a healthy
body.
Kinley Water thus produced meets all the stringent national and international norms. The standard
procedures followed ensures purity and consistency of the quality of water. It comes with the
assurance of safety of the highest standards.
The packaging of Kinley water bottles is also unique. In 2009, HCCB in partnership with The
Coca-Cola Company embarked on a lightweighting programme in India that was aimed at reducing
the raw material for the PET (Poly Ethylene Terephthalate, a petroleum derivative) bottle for Kinley
water. The project on completion led to a saving of approximately 2.5 grams of PET raw material per
Kinley water bottle. To further reduce the weight and PET content, the company began to use the
nitro fill process which allowed more stable packaging with lesser quantity of material. The
lightweighting initiative even won the Global Innovation (Productivity) Award for The Coca-Cola
Company in 2016.
HCCB also manufactures two more varieties of mineral water from Coca-Cola's global stable, namely
Bonaqua and Smartwater. While Bonaqua is made through a multi-barrier filtration system, reverse
osmosis treatment and disinfection, Smarwater is inspired by a process that nature uses to make
clouds, called vapour distillation. HCCB started manufacturing its global enhanced water brand
Smartwater in India in 2017 at its factory in Bidadi, near Bangalore, Karnataka.

PRODUCT VARIANTS:

Rupees ml/L

6 250ml

8 300ml

10 500ml

20 1L

15
38 2L

90 20L

SWOT
Strengths:-

● Association with Coca-Cola: Coca-Cola is a popular company and closely associated with
aerated drinks. The company is a well-known name in the minds of the customer and enjoys
extremely high brand recall.
● High trust: In comparison to Kinley most other brands of water are sold by smaller and
relatively unknown companies. In contrast to that Kinley is owned by a company Coca-Cola
which enjoys goodwill and trust of customers and which is also popular.
● Wide distribution channel: With growing water scarcity the packaged drinking water has
demand everywhere. Coca-Cola with its wide distribution channel is able to get its water brand
Kinley to even remote and rural locations across its markets. This ensures wide market coverage.
● Marketing campaigns: Kinley had a number of advertisements which was not just appealing
but also interesting. These scholarships were indicating a unique selling proposition of the brand
namely trust and were also indicative of the purity of the water used.
● Variety of packaging: Kinley was introduced in the year 2000 with a 500ml pack. In just a
matter of two years, the number of packs in quantities like 500ml, 1 liter, 1.5 liters, 2 liters,
5litres, 20 liters, and 25 liters were introduced. In addition to this, the company also launched
200ml water cups for a smaller section like parties, get-togethers and other functions and 200ml
pouches for sale in the rural areas.

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Weaknesses:-

● Low Ethics of Coca-Cola: Coca-Cola has been a part of numerous scandals which involve
aspects like harmful ingredients in their aerated drinks, pollution of water bodies in and around
their factories due to poor waste disposal and management mechanisms. These scandals affect
the branding of Kinley.
● Low brand loyalty: The packaged drinking water industry is highly competitive with Bisleri
from Parle, Kinley from CocaCola and Aquafina from Pepsico. The product being water there is
not much of scope for brand loyalty and the only factor that fuels choice is ease of
availability.This becomes a weakness for all players in the domain.
● No or poor differentiation: The packaged drinking water industry players suffer from no or
poor differentiation and thus customers do not really find a difference between the various
players. The company has to find an emotional differentiator to ensure that customers find a solid
difference.
● Regulatory Framework: The new regulatory framework of India mandates that packaged
drinking water follow certain specific quality norms in not just the manufacturing process but
also the packaging which results in additional costs.

Opportunity:-

● Market Potential: The total annual consumption of bottled water in India is around 1.5 billion
liters and the cumulative growth rate is at 25 %. This means that there is a huge untapped market
here in addition to other parts of the world.
● Growing scarcity: There is a growing scarcity of water in the world and the number of
water-borne diseases across the world is growing. People are extra cautious about the water they
consume and this has resulted in a steep increase in the sales of bottled water.

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Threats:-

● Competition: Some of the major competitors of Kinley are Bisleri from Parle, Pure Life fro
Nestle and Aquafina from Pepsico.

MARKET SHARE: -

Brands Percentages

Bisleri 36%

Kinley 25%

Aquafina 15%

Bailley 6%

Others 18%

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DATA ANALYSIS AND PRESENTATION

Figure 5.1 Sample break up in terms of age group.

Interpretation:
From the above figure we can conclude that 73.1% of the respondents are between the age group
of 20-25 that means totally youngster or college students, 11.5% of the respondents are between
the age group of 30-35, 7.7 of the respondent are between the age group of 15-20 and 7.7% of
the respondent are between the age group of 25-30.

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Figure 5.2 Sample break up on the basis of gender.

Interpretation:
The above figure shows that the total sample units included 73.1% means 38 males respondents
and 26.9% means 14 females respondents out of 52 respondents.

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Figure 5.3 Consumer preference about packaged drinking water.

Interpretation:
The above figure shows that more than 90% of the respondents like to prefer packaged drinking
water because of too many reasons which we will mention in the below part and less than 10%
respondents are not showing preference in packaged drinking water just because of price.

21
Figure 5.4 Consumer preference about which brand packaged drinking water.

Interpretation:
People of Ahmedabad are mostly preferred Bisleri as we can see in the above figure more than
70% respondents are likes to preferred Bisleri and then comes to Kinley near about 20% of
respondents are preferred it, here I also gave an option to respondents to mention “OTHER”
brands if they preferred so, they mentioned 3-3-% Clear and Rail Neer because of unavailability
of Bisleri and Kinley.

22
Figure 5.5 Purchasing Occassion OR Buying Behaviour.

Interpretation:
Here we can see that the majority 84.33% of people said that when they are outside of their home
and during travelling they like to buy packaged drinking water only because it is difficult to carry
unlimited water form the home, so it is easy to buy any nearby shop. When there is a special
occasion and due to unavailability of home water people are to buy packaged drinking water
bottles.

Only 1 respondent or we can say 2% of the respondents have said that they are using packaged
drinking water for daily home consumption. Generally, nowadays most people are aware of the
importance of pure and filtered water so people are using RO Machines at home. That's why
people are not buying packaged drinking water for daily home consumption, it's too much costly.

23
Figure 5.6 Consumption Pattern OR Buying Pattern.

Interpretation:
When it comes to packaged drinking water we all know that there numbers of variants available
in the market. So when we know the buying behavior of packaged drinking water now it is
important to know what kind of people are like what kind of variant of bottled water.

The top most variant people generally buy is 1 Liter of bottled water because it is comparably
less costly and also when a person buys a bottle almost there is a group of at least 2-3 people, so
it is easy to share water among them.

If also there is no group of people and still an individual like to buy at least 500ml of bottle thats
shows thinking power of an individual, if he/she can not completed entire water so simply he/she
hold and carry with him/her because we all know that water is not a perishable good. We drink it
later.

Just because the availability of 250ml water bottles is less, people are less likely to choose those
variants. Why less availability? The reason is the shopkeeper gets a very small amount of profit
margin.

No one is going to buy 5, 10 and 20 liters of water bottles.

24
Figure 5.7 Attraction towards Brands.

Interpretation:
This question is based on likert scale. Respondents have to rate their views towards features of
packaged drinking water.

The above figure shows that quality is the most important feature that attracts people to buy. This
is obvious if the customer gives his money then they of course want best quality. Poor quality of
water comes with the disease and it is injurious to health.

Other than quality people also select Brand image, Packing, Quantity and Style/Looks, but
comparability less.

25
Figure 5.8 Pricing factor.

Interpretation:
Everything depends upon the pricing. As we can see in the above figure, 19 respondents said yes
it is justified, 15 respondents said yes it is justified but somewhat, 8 respondents said it is neutral,
4 respondents said they are not happy with the price and 6 respondents said price is very very
unfair.

If we look at the pricing of Bisleri it is comparably high, the price of 500ml is Rs.12. That's why
respondents said price is unjustified.

26
Figure 5.9 Brand Loyalty.

Interpretation:
This picture shows the brand loyalty of respondents. Less than 50% of respondents said they will
not change their brand just because of price because they believe in quality.

But surprisingly more than 50% of respondents said yes they are changing their brand because of
price, that shows us there is no any brand loyalty when it comes to pricing of packaged drinking
water.

27
Figure 6.0 Shape of water bottle.

Interpretation:
Generally people don't want to carry any weights, it creates load, but when it comes to attractive
packing of packaged drinking water people want to carry bottles. As we see in the above figure,
the majority of people say they are very comfortable carrying water bottles.

28
Figure 6.1 Brand Positioning.

Interpretation:
“Product creates in the company, but Brand creates in the mind of consumer”

I think Bisleri won this battle because we can clearly see that in the above figure, almost 80% of
respondents said “Pani matlab Bisleri”. Bisleri has the first mover advantage and also his
marketing campaigns are beyond the things like “har pani ki bottle bisleri nhi hoti” shoots with
camels. That creates a huge impact on consumers' minds.

29
Figure 6.2 Brand Attachment.

Interpretation:
40% of respondents said Yes they demanded their brand, 38.5% of respondents said they were
demanded but sometimes only, and only 21% of respondents said they took whichever the
shopkeeper gave him.

30
Figure 6.3 Awareness of home delivery service.

Interpretation:
The above figure shows that 75% of the respondents are not using home delivery services. It may
be costly and one more thing is marketing campaigns, none of the companies are not promoting
highly.

31
Figure 6.4 Willingness to buy 20 Liters of Jar.

Interpretation:
Majority of the people are not willing to buy 20 liters of jar for daily consumption, the reason is
very simple it is very costly Rs.80 per jar and plus home delivery charges.

Generally, nowadays most people are aware of the importance of pure and filtered water so
people are using RO Machines at home. That's why people are not buying packaged drinking
water for daily home consumption, it's too much costly.

32
Figure 6.5 Best media vehicle of Awareness.

Interpretation:
TV is the best media vehicle to create awareness among people. Nowadays internet marketing or
Digital marketing are the best platform to create marketing campaigns, it has targeting methods.
Out of 52 respondents 17 respondents said they had also come to know via word of mouth, that
is a great achievement for the company.

33
Figure 6.6 Strong Marketing Campaign.

Interpretation:
Again Bisleri won this battle, as we saw in the above figure when I asked which brand of
packaged drinking water is more effective in advertising?. Respondents have clearly 90% said
Bisleri has more effective advertisement.

Kiney has only 10% of the vote in effective advertisements.

34
Conclusion and Suggestion
Conclusion:
After analysing the data, which was collected through a market survey I have come to the
conclusion that people are more attached with Bisleri other than Kinley, the reason is very simple
Bisleri plays with psychology of consumer, where on the other hand Kinley plays with
demographic and behavioral segmentation. Since the year 2018 the government banned the
plastic pouches strictly these brands had taken the advantage to introduce different variants and
among those variants 1 Liters and 500 ml of water bottles are iconic, nowadays it is very
successful. The current market value in INR 250 Billions it is expected to reach INR 403.06
Billions at the Compounding annual growth rate of 20.75%.

Moreover here also concluded that the overall brand loyalty is missing in the packaged drinking
water segment. As per the findings of the market survey, most of the respondents were found to
be brand switcher. Moreover another aspect which came into light is that availability plays a
dominant role both, in the consumer buying decision process as well as in deciding loyalty
towards a particular brand.

Kinley is losing their brand equity. As per the above results consideration Bisleri has better
parameters than kinley. On the basis of the response collected from the 52 respondents we also
concluded that Bisleri is the most preferred brand among the consumer and they expressed their
satisfaction on the basis of the 9 parameters that we took into consideration for the consumer
research. Moreover we also concluded the majority of people prefer packaged drinking water
during travelling is very high but when it comes to the monthly consumption of the consumer is
very low.

Quality and brand image attracts the most consumers to buy, and there is no issue with the price.
Most people are happy with the price. Apart from this the brand recognition of bisleri is too high
but there is not at all brand loyalty. The cost of home delivery service is very high and due to RO
machines people are not willing to pay that much amount of money to brands. TV is the best
source to run an advertisement campaign.

35
Suggestions/Recommendation:

On the basis of conclusions drawn from the consumer research, I feel that the company should
take some concrete steps in order to overcome the problem of declining market share. So, I have
come up with the following recommendations which I feel would help the company in
overcoming its weaknesses and compete with the competitors in a better way.

➢ As the consumers are very well aware of Kinley so the company’s advertisement should
be focused on psychological ads and displaying benefits that its product offers as
compared to its competitors.
➢ Availability plays an important role in making the brand more popular. Thus, this aspect
should be given importance and the company should penetrate deeper into the Indian
market through intensive distribution.
➢ As per the sales of 1 litre pack is the highest as compared to other sizes available in the
market, so we would recommend the firm to push this pack in the market as much as
possible, as well as encourage the consumers to buy the packaged available in other sizes
too, such as 100ml and 250ml to the price sensitive consumers.
➢ Another area where it can focus and thereby increase the sales is household consumers. It
should somehow convince the consumers that packaged products are more safe and
hygienic as compared to the water purified through Aqua guard/RO. It should make use
of the emotional as well as rational appeal in its promotional campaign. Bulk water
delivery to home at no additional cost.
➢ During the research we found that the consumer avoids purchasing packaged water
because of the fear that it may be a duplicate one, so the company should come forward
and ensure, through their packaging or through their promotional campaigns that their
products are free from such duplicity.
➢ Awareness programs at health clubs, schools, cinema halls & nursing homes and in front
of business complexes and Government should reduce taxes on the manufacturing
companies.

36
Reference
1. https://www.bisleri.com/
2. https://www.coca-colaindia.com/packages/kinley-brand
3. The Bottled Water Market in India (2018-2023): Anticipating a CAGR of
Approx 20.75%, by Value - ResearchAndMarkets.com | Business Wire
4. https://www.google.com/imgres?imgurl=https%3A%2F%2Fimage.slideshar
ecdn.com%2Fwater-1
5. https://fdocuments.in/document/a-comparative-product-analysis-marketing-r
esearch-of-bisleri-its-competitors-aquafina-kinley.html
6. https://ijcrt.org/papers/IJCRT2008446.pdf
7. https://www.slideshare.net/rajeev681986/market-mapping-of-packaged-wate
r-juice-in-india
8. https://drive.google.com/file/d/12XgW26631uK29C-dP6101vGWVgmM2se
R/view?usp=sharing
9. https://www.google.com/search?q=likert+scale+for+attraction&tbm=isch&v
ed=2ahUKEwjZg_yK0MjvAhUICCsKHassAewQ2-cCegQIABAA&oq=lik
ert+scale+for+attraction&gs_lcp=CgNpbWcQAzoECAAQQzoKCAAQsQ
MQgwEQQzoCCABQubRRWOzSUWD21VFoAHAAeAGAAccEiAGwIpI
BCzAuOC4xLjIuMS4zmAEAoAEBqgELZ3dzLXdpei1pbWfAAQE&sclien
t=img&ei=pAdbYNmhI4iQrAGr2YTgDg#imgrc=UZmSCJcuVgkDtM
10.https://www.google.com/search?q=packaged+drinking+water&source=lnms
&tbm=isch&sa=X&ved=2ahUKEwimhMDT7sPvAhXSzzgGHcfNDY4Q_A
UoAnoECAIQBA&biw=1366&bih=625#imgrc=8ChiHX6C3-0yWM
11.https://www.google.com/search?q=price+of+kinley+water+bottle+of+10+lit
re&tbm=isch&ved=2ahUKEwjMka6mwqrvAhXXPysKHUK3C6UQ2-cCeg
QIABAA&oq=price+of+kinley+water+bottle+of+10+litre&gs_lcp=CgNpb
WcQA1CCywFYptMBYPXbAWgAcAB4AIAB2gOIAYgHkgEJMC4xLjEu
MC4xmAEAoAEBqgELZ3dzLXdpei1pbWfAAQE&sclient=img&ei=pz5L
YIyiL9f_rAHC7q6oCg&bih=625&biw=1366
12.https://www.marketing91.com/swot-analysis-kinley/
13.https://en.wikipedia.org/wiki/Kinley
14.https://www.marketing91.com/swot-analysis-bisleri/

37
Annexure

1. Name
2. Age group
3. Gender

4. Do you prefer packaged drinking water?


● Yes
● No

5. Which brand of packaged drinking water do you prefer most?


● Bisleri
● Kinley
● Other

6. Generally, when do you prefer/buy packaged drinking water bottles?


Note: Please select maximum possible options.
● When I outside of the home
● During traveling
● On special occasion
● Daily home consumption

7. How many ml/L of packaged drinking water bottles generally you buy?
Note: Please select maximum possible options.
● 250ml
● 500ml
● 1 Liter
● 2 Liters
● 5 Liters
● 10 Liters
● 20 Liters

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8. These things how much attracts you towards packaged drinking water brand?
Note: Base on likert scale.
● Brand Image
● Packing
● Quality
● Quantity
● Style/Looks

9. Is the price justified by the brand?


● Yes
● Somewhat yes
● Neutral
● Somewhat no
● No

10. Would you change your brand just because of the price?
● Yes
● No
● Maybe

11. How much do you feel comfortable when you carry a water bottle in your hands, in terms of
packing?
● Superb
● Good
● Okay
● Bad
● Very bad

12. When you heard "Packaged drinking water" at that time which brand comes first in your
mind?

39
● Bisleri
● Kinley

13. Have you ever demanded that I just need Bisleri/Kinley water bottle or you buy whichever
the shopkeeper gives you?
● Yes, I demanded
● Sometimes
● I took whichever the shopkeeper gives me

14. Have you used the home delivery service of Bisleri/Kinley?


● Yes
● No

15. If you get a chance to buy 20 Liters jar for your daily house use, so will you buy it?
Note: Price of 1 jar is near about Rs.80 + Home delivery.
● Yes
● No
● Maybe

16. From which Advertisement you come to know about different brands of packaged drinking
water?
Note: Please select maximum possible options.
● Newspaper
● TV
● Internet
● Word of mouth
● Others

17. According to you which brand of packaged drinking water is more effective in advertising?
● Bisleri
● Kinley

40

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