A

MAJOR PROJECT REPORT

ON
COMPARATIVE ANALYSIS OF PACKAGED
DRINKING WATER OF KINGFISHER WITH
OTHER MARKER PLAYERS

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE

DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
(COMPUTER AIDED MANAGEMENT)

UNDER THE GUIDANCE OF: SUBMITTED BY: APPAR SINGH

Mrs. HARSIMRAN KAUR ENROLLMENT NO: 35291101818
B.B.A (B&I)

SHRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT AND

INFORMATIVE TECHNOLOG
(AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY)

1
 DECLARATION

I hereby declare that the summer training project report entitled “comparative analysis of
Kingfisher’s Packaged Drinking Water with other market players in Delhi region.” is
based on my original study and has not been submitted earlier for any degree or diploma
of any institution/university…
The work of other author(s), where are used has been acknowledged at appropriate place
(s).

Place:
Date:

Candidate’s Signature
Name: APPAR SINGH
Enrollment No:35291101818

Countersigned

Name:
Supervisor:

2
 ACKNOWLEDGEMENT

This is to certify that Mr. APPAR SINGH, student of BBA (B&I) from SGTBIMIT, has
undergone training the Marketing Department of our organization. He worked for us
during the period of 10th June 2021 to 10 August and the topic of this training
assignment was:

“COMPARATIVE ANALYSIS OF PACKAGED DRINKING WATER OF

KINGFISHER WITH OTHER MARKER PLAYERS”

During the training he was found to be a dedicated, hard working and self motivated
person, and I wish him all the best for success in his professional career.
Regards

KINGFISHER IFB
( KISHOR AGGARWAL)
Legal Representative/CEO

KINGFISHER IBF
Iceberg Foods Limited 9th floor, plot no. B-2, 3, 4 North Delhi
Mall-1, Netaji Subhash Place New Delhi – 110034

3
 CERTIFICATE FROM PROJECT GUIDE

I hereby certify that MR. APPAR SINGH, Enrollment No. 35291101818 of BBA (B&I)
has done the project entitled “ COMPARATIVE ANALYSIS OF PACKAGED DRINKING
WATER OF KINGFISHER WITH OTHER MARKET PLAYERS ” under my guidance.

He has shown great interest & enthusiasm in the project & I wish him good luck in all the
future endeavors.

Mrs. Harsimran Kaur

(Project Guide)

4
 TABLE OF CONTENT

STUDENT DECLARATION (i)

CERTIFICATE FROM ORGANISATION (ii)
CERTIFICATE FROM PROJECT GUIDE (iii)
ACKNOWLEDGEMENT (iv)
EXECUTIVE SUMMARY

CHAPTER-1

 INTRODUCTION TO TOPIC 01-14

CHAPTER-2

 LITERATURE REVIEW 15-16

CHAPTER-3

 COMPANY PROFILE 17-31

CHAPTER-4

 RESEARCH METHODLOGY 32-34

CHAPTER-5

 DATA ANALYSIS AND INTERPRETATION 35-51

CHAPTER-6

 FINDINGS 52

CHAPTER-7

 CONCLUSION 53

CHAPTER-8

 SUGGSTIONS & RECOMMENDATIONS 54-55

BIBLIOGRAPHY

5
 1.1 INTRODUCTION OF THE PROJECT

The study was made to improve the Kingfisher’s market potential in the Delhi and NCR
market in retail segment, and for this I had undertaken the above mentioned project.
During my summer training at Kingfisher IBF LTD., I completed the project in
corporate sale and market share of packaged drinking water product of Kingfisher
IBF LTD. And the focusing areas of my study were as follows : -

 A detailed study, consisting of product variety, corporate sale etc. of packaged

drinking water of KINGFISHER IBF LTD.

 An observational study packaged drinking water industry and market share of

KINGFISHER IBF’s products.

 A detail understanding of all the competitive brands of KINGFISHER IBF’s

packaged drinking water.

 Assessing the brand awareness of Kingfisher in Packaged Drinking Water

segment.

 Finding out the basis on which, dealers and customers, prefer buying Packaged
Drinking Water.

My project was to support sales promotion for ICEBERG FOODS LIMITED. It was
carried out in DELHI city. The place is heavily industrialized, but most of the people
were not aware of our product. Main work of the project was to cover all the retailers and
approaching them personally. It was done because of unawareness of the product’s
characteristics.

Going to retailers and asking them to keep our product in front. So that people can try
that. Different markets were covered and firstly, survey was done that where our product
is in less demand.

My work was to emphasize on those work which can spread information very fast. So it
was only retailer who works as bottle neck in whole distribution channel. My work was

6
to handle them and convincing them going personally. According to survey I gave time to
those places where penetration was more.
1.1 FUNCTIONAL AREA OF THE PROJECT

Industry type – FMCG / Food & Beverages

Functional area of working – Sales & Marketing

There are many areas of marketing to work in like Design, Advertising, Promotions,
Consumer awareness; Product awareness etc. and these all area are originated through the
MARKETING MIX which consists of 4 P’s i.e.

 PRODUCT- under this decision taken are:

· The product itself (design, quality, packaging etc)

· The diversification of the existing Product

 PRICE - under this decisions taken are :

· Setting Prices
· Discounts
· Credit rules

 PLACE - under this decisions taken are :

· The best way to sell the products to the customers (Channels of Distribution)
· The transport system

 PROMOTION - under this decisions taken are:

· Advertising
· Sales Promotion
· Public Relations

My Functional area consisted of analysis of all the above areas of Kingfisher’s Packaged
Drinking Water in respect to the other market players. Thus, my focus was to know the
market share of kingfisher’s packaged drinking water in various regions of Delhi city
along with the market share of other leading brands like Oxyrich, Kinley etc.

This area of work was more or less similar to, doing a market research for the company.
In other words, we can say that my area of function and study was a part of Company’s
Market research Department.

7
 Types of water bottles

 Single-use plastic water bottles

Disposable water bottles

Water bottles sales have increased almost every year in the United States for more than a
decade. In 2011 over $11 billion was spent on bottled water products in the US. [1] The
International Bottled Water Association (IBWA) states that Americans are increasingly
relying on them due to their convenience and portability. The main features of plastic
bottles are that they are inexpensive, transparent, and shatter resistant.

As we see it, research in advertising and marketing is very crucial in understanding,

speculating on, and ultimately determining the position of the product in the consumer's
mind. It is like a homework task that a good advertising/marketing/sales person would
always carry out before (and after) implementing the said product's advertising/marketing
strategy. By collecting data with the help of research methods, the researcher can manage

8
to understand the consumer, what he wants, when he wants it, and how he wants it.
Research methodologies, more or less, aim to reveal consumers’ different perceptions of
the product, in large part about the way it is advertised. The researcher wants to know
how effective the advertisement is on his listeners, where the strategy falls short, and
where it can improve. Ultimately, it can be said that the most important task of
advertising/marketing research is to increase the sales of the product. This requires a well
developed marketing plan, a good know-how of the prospective consumer, and most of
all an effective and rational research methodology.

Although this study is conducted at small level (only some part of Delhi) yet the findings
and suggestions of it will help the management of the organization i.e. Kingfisher
Packaged Drinking Water, in better way to understand the detail study of areas covering
all the aspects of retail as well as corporate sale of Kingfisher PDW and it will also
consist the detail understanding of the competitive brands of PDW. The study will also
help the organization in making decision regarding promotional schemes and also
identified the hidden opportunity in the certain other area other than retail sale. So that,
the retail consumer may find the product more attractive.

In my first part, a report is made on a detailed study, comprising the product variety of
the packaged drinking water, the aspects of corporate sale of packaged drinking water.
The product variety of the water is necessarily to be understood before moving into the
market so that one could discuss the plus points of the drinking water over the
competitors’ drinking water. The study is done by surveying the different retail outlets,
hotels, restaurants corporate offices located at Delhi and nearby. The study is then
tabulated, analyzed and result extracted. In the second part, an observational study is
conducted in respect of market share of corporate sale of KINGFISHER IBS’s products.
This will reflect my views and measures.It also includes the visits of the places where
others competitor’s similar products were installed to get their performance feedback and
identified the hidden opportunities to sell KINGFISHER IBF’s products. The study is
then tabulated, analyzed and the result extracted. In the third part, method adopted for
competitors analysis involved surveying and observational study of all the competitive
brands of KINGFISHER IBF’s packaged drinking water such as Aquafina, Bisleri,
Oxyrich, Kinley etc. followed by the comparison of same. To conducting the
observational study, a large data has been collected while visiting the various outlets,
restaurants, corporate offices by way of discussions. The data collected has further been
enhanced with sub categories such as, cons mption-wise requirement. The data obtained,
are tabulated, analyzed and result and recommendation are worked out.

9
 Multi-use plastic water bottles

Multi-use HDPE water bottles

Multi-use water bottles can be made from high-density polyethylene (HDPE), low-
density polyethylene (LDPE), copolyester, or polypropylene. All offer the advantage of
being durable, lightweight, dishwasher-safe, and BPA-free. The main difference between
each type is the flexibility of the material. Copolyester and polypropylene bottles offer
the greatest rigidity. HDPE bottles retain some pliability, while LDPE bottles (most
commonly associated with 'squeeze' type bottles) are highly flexible and collapsible.[2]

10
 Metal water bottles

Metal water bottles

Metal water bottles are growing in popularity. Made primarily from stainless steel or
aluminum they are very durable and retain minimal odor or taste from contents.
Aluminum bottles contain a plastic resin or epoxy liner to protect contents from taste and
odor transfer.[3] Although most liners are now BPA free, older and less expensive models
can contain BPA. It is not recommended to fill aluminum bottles with acidic liquids (e.g.
orange juice) as this could cause aluminum to leach into the contents of the bottle. [4]
Stainless steel bottles do not contain a liner but have been known to transfer a metallic
taste and odor to contents. Bottles made with food grade stainless steel (Grade 304, also
known as 18/8) do not transfer taste or odor. Depending on the type of source material
and manufacturing process behind your stainless steel bottle, trace amounts of minerals
can leach into contents.[5] Metal water bottles can be heavier than their plastic
counterparts and readily transfer temperature of contents to external surfaces which
makes them unsuitable for use with very hot or very cold liquids.

11
 Glass water bottles

Glass water bottle with protective silicone sleeve

Because they are completely recyclable, BPA free, and transfer minimal taste or odor,
glass water bottles are also becoming a popular choice for many consumers worried
about their health. They are heavier than plastic, stainless steel or aluminum bottles and
they are also easier to damage or break. Glass bottles have a high level of temperature
transfer so they are not ideal for very hot or very cold liquids.[6]

 Filtering water bottles

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 Carbon filtering water bottle.

This type of bottle is often BPA-Free & more commonly uses carbon (activated charcoal)
filtration. UV light can also be used to purify water. UV filtration bottles are popular and
convenient for those who are travelling to areas where water quality may be suspect or
where bottled water is not readily available. UV is effective against all water-borne
pathogens.[7] UV bottles can be expensive and require power (i.e. batteries) to function.
Recently, Timothy Whitehead has invented a UV filtering water bottle that utilizes a hand
crank to generate the necessary power. It’s not yet available for purchase. [8] Carbon
filtration bottles will eliminate some organic chemicals and improve the taste and odor of
water. Carbon filtration will not eliminate pathogens, metals or nitrates from water. [9]
Carbon filters must be changed regularly to maintain effectiveness.

 Connected water bottles

13
Are connected devices that collect data related to a person's water intake. The data is
transmitted to a smartphone which enables tracking of an individual's water intake and
alerting the user when they are not properly hydrated. These devices are a result of recent
technology advancements which fall and the broader category of the Internet of Things.
Devices that monitor and collect data related to one's personal health are also part of the
Quantified Self movement. While several concepts have been introduced none are
currently available commercially.

Hydration reservoirs

Hydration reservoir

Also known as ‘hydration bladders’ are large volume, flexible bags typically carried in a
backpack system. Users access water via a 'sipping tube'. This system allows the user to
remain engaged in activity without having to stop and unscrew a water bottle. .[10]

1.3 HISTORY OF MINERAL WATER

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POPULARITY OF MINERAL WATER:
The tradition of bottled water and mineral water is not very old. Even in western
countries the practice of bottled drinking water started in 1950s. The trend of having
mineral water gained grounds in the market.

Since ancient time people have used water from mineral springs, especially hot springs,
for bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases,
and various other ailments. Depending on the temperature of the water, the location, the
altitude, and the climate at the spring, it can be used to cure different ailments. This
started the trend of using mineral water for drinking purpose to exploit the therapeutic
value of the water. This trend started gaining momentum in mid 1970s and since then
large quantities of bottled water from mineral springs in France and other European
countries are exported every year.

The concept of bottled has been quite prevalent in western countries due to greater health
consciousness and higher awareness about health and hygiene. The international
standards regarding bottled water are so stringent that for a particular brand of water to be
certified as bottled water it has to get approvals on four levels: federal, state, trade
association and individual company levels.

In United States, the bottled water industry is regulated on four levels: federal (by the
U.S. Food and Drug Administration as a food product), state, industry association, and
individual company. EPA (Environment Protection Agency) regulates public water
systems. FDA regulates bottled water that crosses state lines.

SOME OF THE STANDARDS GOVERNING THE BOTTLED WATER INDUSTRY

ARE :

 Water is classified as bottled water or drinking water, if it meets all applicable

federal and state standards, is sealed in a sanitary container and is sold for human
consumption.

 Bottled water cannot contain sweeteners or chemical additives (other than

flavours, extracts or essences) and must be calorie-free and sugar-free.
 Flavours, extracts and essences -- derived from spice or fruit -- can be added to
bottled water, but these additions must comprise less than one percent by weight
of the final product.

15
  Beverages containing more than the one-percent-by-weight flavour limit are
classified as soft drinks, not bottled water.

 Bottled water may be sodium-free or contain "very low" amounts of sodium.

 Tap water uses Chlorine as disinfectant bottled water uses Ozone as a

disinfectant.

 Bottled water should not contain chlorine.

1.4 HOW IS BOTTLED WATER DIFFERENT FROM TAP WATER?

Consistent quality and taste are two of the principal differences between bottled water
and tap water. While bottled water originates from protected sources - largely from
underground aquifers and springs - tap water comes mostly from rivers and lakes.

Another factor to consider is the distance tap water must travel and what it goes through
before it reaches the tap. In compliance with international regulations, bottled water is
sealed and packaged in sanitary containers. If a bottled water product is found to be
substandard, it can be recalled. This can't happen in case of tap water.

According to regulations in the US, when bottled water is source from a community
water system the product label must state so clearly. However, if the water is subject to
distillation, deionization or reverse osmosis, it can be categorized that way, and does not
have to state on its label that it is from a community water system or from a municipal
source.

Processing methods such as reverse osmosis remove most chemical and microbiological
contaminants.

1.5 TYPES OF BOTTLE DRINKING WATER

1. Mineral Water:

16
Bottled water containing not less than 250 parts per million total dissolved solids may be
labeled
as mineral water. Mineral water is distinguished from other types of bottled water by its
constant
level and relative proportions of mineral and trace elements at the point of emergence
from the
source. No minerals can be added to this product.

2. Purified water

Water that has been produced by distillation, de-ionization, reverse osmosis or other
suitable
processes.

3. Spring water:

Bottled water derived from an underground formation from which water flows naturally
to the surface of the earth. Spring water must be collected only at the spring or through a
borehole tapping the underground formation finding the spring.

4. Artesian Water/ Artesian Well Water

An artesian aquifer is a confined aquifer containing groundwater that will flow upwards
out of a well without the need for pumping. An aquifer provides the water for an artesian
well. An aquifer is a layer of soft rock, like limestone or sandstone that absorbs water
from an inlet path. Porous stone is crushed between impermeable rocks or clay. This
keeps the pressure high, so when the water finds a hole, it overcomes gravity and goes up
instead of down.

5. Distilled Water

Purified water is water from any source that is physically processed to remove impurities.
Distilled water and deionized water have been the most common forms of purified water,
but water can also be purified by other processes including reverse osmosis, carbon
filtration, micro porous filtration, ultra filtration, ultraviolet oxidation, or electro dialysis.
In recent decades, a combination of the above processes have come into use to produce
water of such high purity that its trace contaminants are measured in parts per billion or
parts per trillion. Purified water has many uses, including in science and engineering
laboratories and industries, and is produced in a range of purities.

17
6. Sparkling Water

A sparkling water is plain water into which carbon dioxide gas has been dissolved, and is
the major and defining component of most "soft drinks". The process of dissolving
carbon dioxide gas is called carbonation. It results in the formation of carbonic acid
(which has the chemical formula H2CO3).

7. Well Water

Water well is an artificial excavation or structure put down by any method such as
digging, driving, boring, or drilling for the purposes of withdrawing water from
underground aquifers Well water may be drawn via an electric submersible pump or a
mechanical pump, from a source below the surface of the earth. Alternatively, it could be
drawn up using containers, such as buckets that are raised mechanically, or by hand.
Although not essential, usually a storage tank with a pressure of 40-60 psi is also added
to the system, so the pump does not need to operate constantly. Wells can vary greatly in
depth, water volume and water quality. Well water typically contains more minerals in
solution than surface water and may require treatment to soften the water by removing
minerals such as arsenic, iron and manganese.

1.6 MANUFACTURING PROCESS

Purification Process

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

Processing and Quality Assurance

The casing tube itself is protected with stainless steel mesh to give a preliminary filtration
to the water. Ultra filtration gives water reduction in turbidity and adds sparkle activated
carbon purifierto remove color and odour in water

Reverse osmosis membrane has porosity of less than 0.01 micron the process renders
water free omicroorganisms and also reduces dissolved solids

To ensure Kingfisher packaged drinking water is held safe free from contaminations,
ultraviolet treatment and ozonisation process is carried out. Ozone is unstable trivalent

18
oxygen, a verypowerful bactericide with no side effect, as it disintegrates into oxygen
within couple of hours.

Sterilization effect of ozonised water continues even after water is packaged, thereby
ensuring safety of Kingfisher up to its final packing. To ensure high quality of packing
materials, components like caps and bottles are manufactured in-house from resins of
quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing is

religiously monitored at every stage. Testing source water, processing parameters,
microbial quality, packaging material integrity and finally, shelf life studies, forms an
integral part of quality and safety assurance plan.

Quality checking: Quality is checked by sampling method as a batched test at every

stage f beer manufacturing even quality of bottle is also checked before actually using.

Production: 70,000 to 80,000 bottles per day.

LITERATURE REVIEW

2.1 INTRODUCTION : WATER INDUSTRY

19
The tradition of bottled water and mineral water is not very old. Even in western
countries the practice of bottled drinking water started only in 1950s. Since ancient time
people have used water from mineral springs, especially hot springs, for bathing due to its
supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other
ailments. Depending on the temperature of the water, the location, the altitude, and the
climate at the spring, it could be used to cure different ailments.

This started the trend of using mineral water for drinking purposes in order to exploit its
therapeutic value. Since mid1970s large quantities of bottled water from mineral springs
in France and other European countries began to be exported. The concept of bottled
water is relatively successful in western countries due to greater health consciousness.

The international standards regarding bottled water are so stringent that for a particular
rand of water to be certified as bottled water, in most countries, multiple levels of
approvals are required. For example, in the United States, the EPA (Environment
Protection Agency) regulates public water systems. The FDA of US has also set
standards for bottled water.

World Bottled Water Market

 Annually consumption 189billion liter

 Estimated sales $ 200 billion
 Consumption growth 7 % per year

Growth of Bottled Water industry in the world

20
2.2 Government Parameters for Water Industry

The government has laid certain parameters for the water industry. They are as follows,
1) There should be a good water table in the plant area, where extraction will be done.
2) The processed water should be recycled through, water harvesting techniques.
3) The processes are reviewed by government agencies from time to time and issued
certification thereafter.

Growth in Demand in India

COMPANY PROFILE

3.1 ICEBERG FOODS LIMITED

21
 ICEBERG FOODS LIMITED

Iceberg Foods Ltd. is a twelve years old company in the industry and they 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.

They are one of those few brands that have got ISI certification and are committed to
supply pure and hygienic water. Their packaged drinking water is manufactured under
perfect hygienic conditions as per ISI Standards and they have been consistent in
supplying Quality product to all the customers.

22
We have one of the best distribution infrastructures in the business to provide timely
services to all our vendors. Their product comes in a wide range of packages like 200ml,
250ml, 500 ml, 1ltr, 2 ltr, 5 liters, 20 liters & 600ml & 1.5 liters Soda.

Their packaged drinking water is bottled in fully automatic plant with reverse osmosis,
organization & ultra filtration process. Along with latest pesticides removal system
through activated carbon filtration process as per EU norms.

They process water with the most modern, high tech equipment sodium filtration
resulting in not only healthy but also sweeter packaged drinking water. Their packaged
drinking water is manufactured under a very strict in house quality control system,
ensuring that what we drink is what nature intended.

Company name : Iceberg Foods Pvt. Ltd.,

Country/Territory: India
Address:
Iceberg Foods Limited
9th floor, plot no. B-2, 3, 4
North Delhi Mall-1,
Netaji Subhash Place
New Delhi – 110034, IndiaTel.: +91-11-
47088100, 47088200
Fax: +91-11-47088119Email:
consumers@icebergfoods.com
Products/Services We Offer: Kingfisher packages, drinking water, soda
and
rc colas
Business Type: Manufacturer / Supplier
Industry Type: FMCG, Foods & Beverages
Geographic Markets: Worldwide
No. of Employees: 11 - 50 People
Annual Sales Range (USD): US$1 Million - US$2.5 Million
Year Established: 1998
M.D. Mr. Umesh mallaya
Legal Representative/CEO Mr. Kishore Agrawal

Iceberg foods Ltd profile

LATEST PACKAGING

23
 Packed drinking water

Product Quantity available

Natural Spring Water 200ml, 500ml, 1ltr
Packaged Drinking Water 200ml, 500ml,1ltr, 2ltrs, 5ltrs, 20ltrs
Soda 300ml, 600ml & 2ltrs
R C Cola 300ml, 600ml & 2ltrs Soda

3.2 PARENT COMPANY

UNITED BREWERIES GROUP (UB GROUP)

24
 UB group logo

United Breweries Group, based in Bangalore, is the world's 2nd largest brewer and the
largest in India. The company markets most of its beer under the Kingfisher brand and
has also launched Kingfisher Premium Packaged Drinking Water & soda, in India.

The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament.
United Breweries now has a near-monopoly over the Indian brewing market, thanks to its
recent takeover of the rival Shaw-Wallace company. The group owns the Mendocino
Brewing Company in the United States and the group now is eying to show its mere
presence in packaged Drinking Water as well.

3.3 Mission

25
The group Mission Statement embodies these objectives :

· To assess the company’s image in view of retails, booking counter agent, and consumer.

· To list competitors operating in the market.

· To be the preferred employer wherever we operate

· To recognize the value of our human assets.

· To be the partner of choice for customers, suppliers.

· To greater information about competing company’s performance and marketing Efforts

delhi city.

· Make recommendation about marketing efforts for promoting sales “Kingfisher”

Packaged drinking water & soda in retail & bulk segment in Delhi city.

3.4 Achievements

26
· The largest selling Beer in India.

· Commands a 29% market share in the country.

· 6 bottles of Kingfisher are sold every second in India.

· Available in 52 countries across the globe.

· Won the World's best Lite Lager Award at the Stockholm Beer Festival in 1994-95.

· Won the Bronze Award at the 'Australian International Beer Awards' in the
"International
Packaged Beer Section for the year 2000."

· First Prize in the International Beer Awards organised by the New Zealand Hop
Marketing Board.

· First Prize for the label work category at the Asian Grand Prix Cyrel 2000 Label award.

· Gold Medal at the World Beer Championship held in Chicago in 1997.

· World's Best Lite Lager Award at the Stockholm Beer Festival in 1995.

ABOUT KINGFISHER LTD

27
 
“The King of Good Times” is India’s best-selling beer, and from Mumbai to
Delhi, the locals guzzle through millions of bottles annually. But although the
brand commands up to 29% of its domestic market, unless you’ve visited India or
are a part-time connoisseur of curries, you may not have recognized Kingfisher’s
qualities as the perfect accompaniment to a chicken Vindaloo.

The Beer brands manufactured and marketed by United Breweries Ltd. have
always been recognized for their international quality. That's Beer at its best for
the discerning consumer!


Kingfisher is an Indian beer brewed by United Breweries Group, Bangalore. The
brand was launched in 1978. With a market share of over 50%, It is currently
available in 52 countries outside India.[1] The Heineken Group holds 37.5% equity
shares in United Breweries Ltd.[2]


Kingfisher was ranked 74th among India's most trusted brands according to the
Brand Trust Report 2012, a study conducted by Trust Research Advisory. In the
Brand Trust Report 2013, Kingfisher was ranked 102nd among India's most
trusted brands and subsequently, according to the Brand Trust Report 2014,
Kingfisher was ranked 198th among India's most trusted brands.[3]

VARIANTS OF KINGFISHER BEER

 Kingfisher Strong (strong beer)
 Kingfisher Premium (mild beer)
 Kingfisher Draught (draught beer)
 Kingfisher Ultra
 Kingfisher Blue
 Kingfisher Red
 Kingfisher Strong Fresh
 Kingfisher Bohemia
 Zingaro (strong beer)
 London Pilsner
 UB Export
 UB Export Strong
 Kalyani Black Label
 Kalyani Black Label Strong
 Bullet
 Charger
 Marco Polo
 Kingfisher Ice Beer
 Guru Strong

28
External links

 Official Kingfisher Website

 Kingfisher Calendar
 "Kingfisher beer : 35 years and going strong". The Hindu Business Line.
Retrieved 20 August 2012.
 "Kingfisher tops rivals in India's beer market". Business Standard. Retrieved 20
August 2012.

BRAND PORTFOLIO
 

 Kingfisher believes in the power of strong own brand products. In 2009, a

streamlined portfolio of Group own brands was developed around the key DIY
and home improvement projects of our customers and implemented across our
consumer retail formats such as Castorama France, Poland and Russia, Koçtaş in
Turkey and B&Q UK and China. In parallel, Brico Dépôt in France and Spain,
and Screwfix in the UK also started sharing some of their established own brands
on categories such as power tools, work wear and sanitary ware.

 Today, the Kingfisher own brand portfolio counts nine international brands
specifically tailored for our consumer home improvement formats, such as
'Blooma' for garden furniture and barbecues, 'MacAllister' for tools and 'Colours'
for our decorative offer; and six international brands focused on our Trade
customers such as 'Titan' on power tools, and 'Site' on workwear.

 The strength of Kingfisher's global position allows us to flex and adapt our own
brand product offer in each of our local markets. This means our Operating
Companies can enjoy the benefits of achieving economies of scale by sourcing
together with optimal own-branded product development efficiency, whilst
retaining complete relevance to their local customer base.

 Our own brand products are a key lever of our Creating the Leader strategy and
we are truly passionate about the products we sell under these own brands. We
take pride in the diversity of our portfolio but as with all international companies,
something must hold it all together. In our case, it is our four core brand values

29
 that act as the glue connecting the whole: innovation, quality, sustainability and
making DIY/home improvement easier. These brand values are underpinned by
the requirement for our own-branded products to be affordable.

 We conducted an international customer survey in 2013 to help us improve

further our own-branded offer and as a result, a number of actions are being put in
place to increase the performance of our exclusive portfolio.

3.5 PROMOTER OF KINGFISHER IBF LTD

 The promoters of the ailing Kingfisher Airlines (KFA) are facing the threat of
being completely pushed out of the company if the entire chunk of pledged shares
is sold by the banks that have already decided to initiate proceedings to recover
loans amounting to Rs 7,500 crore.
 According to the latest data, the promoter entities of KFA, that has been grounded
since October last year, have pledged more than 90% of their shares with various
banks and non-banking financial companies (NBFCs).

 Stock exchange data shows that while promoters hold around 36% in the
company, 90.10% of it is pledged with various entities. Two promoter entities

 United Breweries (Holdings) and Kingfisher Finvest India

 have pledged their entire collective holding of around 25% in the airline.

Unfortunately for the lenders, they will not be able to recover much even after selling the
entire chunk of shares as the total value is pegged at only Rs 277 crore. Shares of KFA
lost 5% on Wednesday to close at Rs 10.58. The shares have lost over 60% in the last one
year.

Interestingly, Vijay Mallya, who holds 1.87% or 1.51 crore shares in the company, has
not pledged a single share out of his direct stake. Another promoter entity

 UB Overseas

 also has not pledged any share out if its 1.68% stake in the airline.

30
Market experts, while acknowledging the fact that promoters face the risk of losing
control in the company, say that any kind of fire sale of the pledged shares would take
some time due to legal and other compliance issues.

 While the shares are pledged with various banks and NBFCs, there is hardly any
equity value left,
 says Sonam Udasi, senior vice-president and head

 research, IDBI Capital.

 However, since the shares are pledged with a consortium of banks, any action will
happen only after a consensus is reached. The latest development could also be a
pressure tactic to make the promoters act,

 he added.

Late on Tuesday, the consortium of banks led by State Bank of India (SBI) said it will
initiate the process of recovering Rs 7,500-crore outstanding loans as the company failed
to come up with any specific revival plan. has been grounded since October 1 last after a
labour unrest broke out due to non-payment of salaries.

3.6 COMPETITORS OF KINGFISHER IN INDIA

 KINLEY The bottled water industry effectively competes with both the water-
purifiers as well as the soft drinks industry. The water purifier industry (primarily
the Aqua Guard brand of the Eureka Forbes) is credited to have done the
spadework for creating the safety and health consciousness in water
consumption, and is a serious competitor in the household and institutional
consumption market, whereas the soft drinks industry is a strong competitor in
the retail consumption market.

31
 COCA COLA The company had entered the business in May 2000 through its
extending its soda water brand, Kinley. The company has tied up with Kothari
Beverages, of Yes brand of mineral water, for manufacturing Kinley bottled
water at Yes' facilities. The brand is available in pack sizes of 500 ml, 1-litre, 1.5-
litre, 2-litre, 5-litre, 20-litre and 25-litre. With the growing market, Coca-Cola is
24 planning to scale up its bottling capacity, up from the 15 existing plants. Coca
Cola has dentified 10 to 15 sites for additional plants for setting up a
combination of company-owned lants, franchisee operations and contract
packers.

 AQUAFINA The company entered the bottled water business in September

1999 under the Aquafina brand. The company began by targeting its product
towards the youth with a 750-ml pack. It now retails in conventional retail pack
sizes of 500-ml and 1-litre bottles. The brand has the strong backing of a
distribution channel of 60,000 outlet and the refrigerators at Pepsi’s retail Outlets,
which stock its cold drinks. Though the company is present only in selected
market as of now, it has plans of increasing share in the market by expanding its
SKUs portfolio as well as its distribution reach. Sources say PepsiCo India has
been investing in additional capacity at its plants in Bangalore and Chennai for
the bulk water foray.

32
 BAILLEY The brand is a product of Parle Agro, the company that launched
Frooti (mango drink in tetra packs). Bailley is credited with creating a new
segment of 330ml SKU (the right quantty to quench the thirst of an adult!) in the
market.

 NESTLE Multinational Nestle has already started making forays into the
bottled water industry with its brand Pure Life. Nestle is a big player in the
mineral water market internationally, with brands like Perrier and San Pellegrino
in its stable. Nestle has set-up two bottling plants in Mumbai and New Delhi, to
service the markets in hese regions. It plans initially to tap only the huge market
for bottled water in large cities and towns.

 OXYRICH Dhariwal Industries Ltd - Food & Beverages division has one of
the most modern and comprehensive packaged drinking water facilities spread
across India. The facilities are fully integrated with in house facilities for
manufacturing of Performs, Closures/Caps and Bottle Blowing. The labels and
cartons are also made in the group companies to ensure total control on quality
and processes. Oxyrich (300% more oxygen) is clear, smooth, pure water with a
refreshing boost of extra Oxygen.

33
 BISLERI Mineral Water under the name 'Bisleri' was first introduced in
Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a
company of Italian origin. This comany was started by Signor Felice Bisleri who
first brought the idea of selling bottled water in India. Parle bought over Bisleri
(India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the
brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles &
finally advanced to PET containers.

 LOCAL PLAYERS IN MARKET

 Kate aqua
 Sumeru
 Saiganga
 Real aqua
 Kelvino
 Oxygen
 Oxyblue
 Aviva
 Sagar

34
Cost of producing 1 liter branded bottled drinking water

Cost of producing 1 liter branded bottled drinking water

5.2 LIMITATIONS

Any research or study always has some limitations under which this has to be

35
undertaken. This one too was not an exception. These limitations are poised by the
environment some external and some inherent. This study has been conducted with
utmost consideration to the adequacy of data and quality of information, though as
mention earlier the reliance on the sources cannot be minimized to zero in context of
precision. The limitation can be enlisted as here under:-
1. The perception level of the respondents.

2. Availability of documents as sources of secondary information.

3. Reliability of information collected from various public information sources such as

magazines and website.

4. Sometimes respondents were not willing to fill the questionnaire.

5. Sometimes the required persons were not available at their place.

6. Very often the respondents do not express their true feelings, in such case their habit,
preference, practice, cannot be assessed correctly.

7. Some of the respondents refuse to give the important information best known to them.
However in spite of these limitations all efforts have been put to make the report correct,
genuine, and fulfilling the objectives of the reports.

36
 RESEARCH METHODLOGY

 Project Title :

“Comparative analysis of packaged drinking water of Kingfisher with other

market players”

 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. Mangesh Arnalkar (Regional Sales Manager)

 Project Duration :

11th July 2014 to 9th august 2014

37
 OBJECTIVES OF THE STUDY

Primary –

To do a comparative analysis of Kingfisher’s Packaged Drinking Water with other

market players in Delhi region.

Secondary –

 To study market share of Packaged Drinking Water of Kingfisher.

 To know all competitive brands of Kingfisher’s Packaged Drinking Water.

 To assess the brand awareness of Kingfisher in Packaged Drinking Water

segment.

 To find out on which basis, dealers and customers, prefer buying Packaged
Drinking Water.

METHODOLOGY ADOPTED

The success of any event heavily depends upon the way chosen for its execution. This
includes ensures of some basic question to the specific focus on constraints as well. In
other words they can call the methodology as the backbone of any research. It also

38
includes research or study method. Thus when they talk of methodology they not only
talk of methodology they not talk of methods but also consider the logic behind the
methods they use in the context of their study objective and explain way use are using
them so that study results are capable of being evaluated logically.

• Research Design – Descriptive

The Descriptive research is used as the study includes surveys and fact finding enquiries
related to packaged drinking water industry. The major purpose of Descriptive research is
description of the state of affairs as it exists at present.

• Research Approach – General Survey

In this case, a general survey to gain knowledge about the market, commonly known as
the pilot survey was and undertaken where particularly information was gathered with
respect to the brands, people’s / consumers’ perception so that it serves as a foundation to
prepare the questionnaire for collecting primary data and that it helps in deciding other
methods to be adopted which may be useful in gathering the necessary information.

• Research Problem for the present study –

Analyzing the market of Kingfisher’s package drinking water and soda in Delhi city.

· Data source -

> Primary data

- Questionnaire
- Personal interview
(structured/unstructured)

> Secondary data

- Internet
- Files/document
- Manual of the organization
- Books & Project reports
• Data representation technique - Bar graphs & Pie charts
• Total sample size – 50
• Type of sampling – Non- Probability
• Sample Area – Delhi region
• Sample unit – Retailers, Hotels/Restaurants & MNCs
• Respondents – Owners of the shops, salesmen, purchase or food &
everages managers of different hotels/restaurants/MNCs

39
 • Data Analyzing Instrument – All the data has been analyzed by
applying Hypothesis testing method using ANOVA test.

Hypothesis Set:

Null Hypothesis (H0):

There is no significant difference between the attributes - Brand, availability, packaging,

quality & price in Kingfisher Packaged Drinking water and others
Alternate Hypothesis (H1):

There is a significant difference between the attributes - Brand, availability, packaging,

quality & price in Kingfisher Packaged Drinking water and others.
DATA ANALYSIS

5.1 TABULATION

40
 ANOVA TABLE

5.2 DATA ANALYSIS

5.2.1 MARKET ANALYSIS

41
M.G Road

Market Share at MG road

MG Road market share

M G Road is the situated in the heart of the city. Here oxyrich is the market eader with
20% market share. After that Bisleri with 16% and Aquafina and Kinley with 15% and
14% respectively. In this area kingfisher is on fifth position with 12% market share and
the local players occupy the remaining market share.

Market Summary

42
 MG Road market Summary

New Delhi Station Road

43
 Delhi Railway station market share

It is one of the busiest place of Pune, and oxyrich is market leader with 25% followed by
Kinley, kingfisher & Bislery with 16%, 15% & 12 % respectively and other local player
together occupy22 % market share. Here kingfisher is at third position.

Market Summary

New Delhi Railway station market Summary

44
 Market Share at K.G marg

K.G marg market share

According to the survey Aquafina is the market leader with 22% market share, Kinley
with 20% and 0xyrich is with 17% market presence. In this area Bislery and kingfisher
captures equal market share with 12% where as other players occupied 17% market
share.

45
Market Summary

K.G marg market summary

Ashoka road

Market Share at Ashoka road

46
 Ashoka road market share

In this area Kinley is the market leader with 21% market share, oxyrich with 20% and
Aquafina is with 16% market presence. Bisleri and kingfisher covers 15% and 14%
market share where as other player’s occupies 14% market share.

Market Summary

Ashoka road market share

47
Gole Market

Market Share Gole market road

Market share Gole market road

Kinley holds the market with 21%, oxyrich with 19% and Aquafina is with 18% market
share. Bisleri and kingfisher covers 14% and 13% market share where as other player’s
occupies 15% market share.

48
Market Summary

Panchkuia road market share

Market share at panchkuia road market

Panchkuia road market share

49
In this area local players are the market leader with 39% market share; kingfisher holds
second position with 17%. Later the major players like Kinley, Bisleri, xyrich and
Aquafina holds a bit market share with 13%, 12%, 9% and 10% respectively.

Greater kailash market summary

Delhi Airport Area

Market Share at Airport area

50
 Delhi Airport Area market share

Kingfisher is the market leader in this area with 23% market share because the company
has corporate tie up with all airlines for packaged drinking water. After kingfisher,
oxyrich holds second position with 17 % market share. For third place the fight is
between Bisleri and Kinley as they occupy 15% and 14% share. quafina holds 11%
market presence with followed by 20% market share by local players.

Market Summary

Delhi Airport Area market summary

Model town Area

51
 Model town Area market share

In this area oxyrich is the market leader with 17% market share, second position is
occupied with
Kinley with 16% for third position there is a fight between a cold player kate aqua and
Aquafina
they both have equal share with 14%. Kingfisher’s market share is 9% in this area
followed by
other players.

Market Summary

52
Model town Area market Summary

Awareness of Brands of Mineral Water

Interpretation - Awareness of kingfisher mineral water is lesser in comparison of other

famous brands like kinley, oxyrich, bisleri in the retail market

Availability of Mineral water

53
Interpretation - Due to distribution channel Kinley is very easily available in market
whereas
kingfisher is little bit difficult to find

Packaging of Mineral water

54
Quality of Mineral water Interpretation - As per Quality concern, oxyrich is leader in
this sector so instead of higher price customers don’t hesitate to buy the product

Price Comparison of Mineral water

Interpretation - Instead of highest price oxyrich is the most selling product because
retailers get maximum margin.

ANOVAs test has been applied on the following data with the help of Ms Excel.
HYPOTHESIS TESTING

55
Hypothesis Set:

Null Hypothesis (H0):

There is no significant difference between the attributes - Brand, availability,

packaging, quality & price in Kingfisher Packaged Drinking water and others

Alternate Hypothesis (H1):

There is a significant difference between the attributes - Brand, availability,

packaging, quality & price in Kingfisher Packaged Drinking water and others

ANOVA TABLE

56
Single factor ANOVA test

 Calculated Value - 63.001

 Table value - 2.408

DECISION:

As calculated value is greater than table value,

i.e. 63.001 > 2.408
Thus, the Null Hypothesis is Incorrect and, the Alternative Hypothesis is
Accepted

5.3 RESULT

Therefore there is significant difference in the attributes. Quality and then

Brand are the most preferred attributes for buying the packaged drinking
water.

Selection of mineral water

57
 CHAPTER 6

FINDINGS

1. Most of Mineral Water’s consumers use Oxyrich, Bisleri, Kinley and Aquafina
because these are branded ones and are trustworthy.

2. Consumers use Kingfisher’s Mineral Water because of its brand name of UB

group and its rational price.

3. Kingfisher is fifth largest selling brand in Pune city after Oxyrich, Bisleri, Kinley and
Aquafina.

4. The market share of kingfisher Mineral Water is very less but growing.

5. There is around 60% of positive market potential for Kingfisher Mineral Water due to
low price and good brand image.

6. Kingfisher’s Mineral water is lacking behind because of its quality and packaging.

7. Very less number of distributers is there in Pune region for kingfisher’s Mineral water.

8. 84% of the retailers say due to the bad service provided by Kingfisher they get
demotivated to continue it.

9. The company does not provide as many schemes as provided by its competitors to the
dealer and retailers.

10.It was found that among all the areas covered, there were some areas in which the
schemes were not regular.

CHAPTER 7

58
 CONCLUSION

Since Kingfisher’s Mineral water is new in Pune market so it will take some time to
capture the market. There is a huge competition in the market in this field. Need to spend
money on sales promotion to attract more and more customers and retailers. It has
modified its packaging of bottles so now retailers as well as consumers are giving more
response than it was earlier. Kingfisher has good supply chain and availability of staff
and team. Profit margin of the retailers by selling of Kingfisher product is more than the
other brand of the Packaged Drinking Water Company in the market. Kingfisher should
give new offers to retailer as well as dealers so that they would ready to keep stock of
Kingfisher Packaged Drinking Water. Since Kingfisher is popular by name of KING OF
BEER in the market so most of he high class families are not responding to the product.

CHAPTER 8

RECOMMENDATIONS & SUGGESTIONS

59
On the basis of this study, the following suggestions have been made to make the Future
Option more effective: -

· Quality of Plastic for Packaging must be improved.

· Packaging should be standardized & made attractive.

· The Hollow Cavity at the base should be more to provide extra support for the bottle to
withstand.

· Intense Marketing and promotions activities are required to Delhi region for Customer
awareness to show its mere presence in the market in the Mineral Water & Soda
segment.

· After sale services should be improved.

· Regular visit should be maintained for proper supply.

· More schemes should be launched by the company and organization.

· One week credit facility or one bill due system should be introduced.

· Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers
hould be given to the retailers.

· Counters outside hospitals, cinema halls, at bus stands & at the tourists areas should be
given special consideration.

· Regular checks should be made to see that the salesman introduces the schemes
regularly,properly and on time to the retailers, which are introduced by the company.·
The Salesman should at least visit once in a weak to those retailers which doesn’t stock
Kingfisher, with some new offers and schemes to increase the market share. · Should not
depend much on distributors as they doesn’t introduce schemes, doesn’t provide proper
service and supply.

· The retailers which purchase same quantity should be given same schemes in order to
remove biasness.

· The company representative like the area sales manager should visit once in 2 months to
the present retail customers for the overall satisfaction of the retailer and to check
performance of the product.
· The company should invest in promoting the brand name Kingfisher to make it a
WORD OF MOUTH, which ultimately helps in Brand Management.

60
· Salesman should wish the retailers as they visit the outlets for supply in order to
maintain good customer relation.

· Regular meetings should be arranged with the company staff in order to know the
practical problems faced by them and should be resolved suitably.

61
 BIBLIOGRAPHY

· Kothari C. R. – Research methodology, New Age International Publishers 2nd revised

edition, year-2008, Chp – 1(Pg 1-20), Chp – 3(Pg 35-39), Chp - 4(Pg 58-61), Chp – 6(Pg
96-105), Chp – 11(Pg 256-264).

· Kotler Philip - Marketing Management Millennium Edition, 10th edition

By Pearson Custom Publishing.

· COMPANY PROFILE
http://www.theubgroup.com/
http://en.wikipedia.org/wiki/Kingfisher
http://www.kingfisherworld.com/corporate/Board1.aspx
http://www.kingfisherworld.com/corporate/premium.aspx
http://www.kingfisherworld.com/corporate/corporate_responsibilities.aspx

· LITERATURE REVIEW
http://www.filestube.com/k/kingfisher+ppt
http://www.hotfrog.in/Companies/Iceberg-Foods
http://www.mouthshut.com/review/KingFisher-tlqrpppqsm.html
http://www.kingfisherworld.com/corporate/newreports/pg1.htm
http://www.indianexporters.com/iceberg-foods-ltd.-com-555578236.html
http://www.thehindubusinessline.com/2007/07/27/stories/2007072750190900 .htm
http://www.clickindia.com/search.php?
q=kingfisher+Premium+Packaged+Drinking+Water
http://www.consumercomplaints.in/complaints/kingfisher-premium-packageddrinking-
water-c55926.html
http://www.hotfrog.in/Companies/ICEBERG-FOODS_1682628/Kingfisher- Packaged-
Drinking-Water-Soda-70125

62
 ICEBERG FOODS LIMITED

QUESTIONARIES

Name………………………………………………

Add………………………………………………...

Nature of business………………………………….

QUESTION 1. Which Brands of mineral water you keep in your store?

QUESTION 2. Out of those brands which brand you sell more?

63
QUESTION 3. On which basis that brand sells more?

QUESTION 4. Which package size’s sells is more?

A. 200ml B. 500ml
C. 1 Ltr D. 2 Ltr
E. 5 Ltr F. 20 Ltr

QUESTION 5. How many boxes of Packaged Drinking water you sell per week?

a. 5-15 boxes b. 15- 25 boxes

c. 25-35 boxes d. 35- Above

QUESTION 6. Are you satisfied with the margin given by the company?

Yes –-------------
No ---------------

QUESTION 7. Which brand gives you more margin ?

64
QUESTION 8. Do you keep Kingfisher Mineral Water in your store?

a. Yes b. No

QUESTION 9. If Yes then What is the response of Kingfisher Mineral water in the
market?

a. Fair

b. Average

c. Good

d. Very good

e. Excellent

QUESTION 10. Do you get the order on time from your dealer?
a. Yes b. No

QUESTION 11. What kind of service you get from company?

a. Regular visit of Sales Executive

b. On Time Delivery

c. Credit period

d. All of the above

QUESTION 12. Which Brand do you think is the Competitor of the Kingfisher Mineral
Water?

65
QUESTION 13. On which ground they compete with Kingfisher Mineral Water?

a. Margin

b. Service

c. Credit period

d. Packing

QUESTION 14. What changes would you like to see in our Brand?

Thanks for your Co-operation

Date:-

Place: - Signature

66