IIPM

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS ITS COMPETITORS
A THESIS REPORT SUBMITTED TO INDIAN INSTITUTEOF PLANNING AND MANAGEMENT, NEW DELHI, IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINSTARATION

SUBMITTED TO: PROF. SUMANTA SHARMA

UNDER THE GUIDANCE OF: MR. A.M. MULGUND SUBMITTED BY: ADITI MITTAL SECTION – FN 2 BATCH: SS/ 2006-08 ALUMNI ID NUMBER: DS68-M369

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

edu Phone: 0124 .IIPM APPROVAL LETTER From: Thesis <thesis@iipm. A.This email is an official confirmation that you would be doing your thesis work under the guidance of Mr. Please ensure that the objectives as stated by you in your synopsis are met using the appropriate research design. You must always use the thesis title as approved and registered with us. as proposed by you. the objective of a thesis should be value addition to the existing knowledge base.in Date: Wed.4505402 / 29 A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . This is to inform that the thesis topic “Marketing Strategies of Parle ( Bisleri )”. 11 Jun 2008 16:51:20 Subject: Thesis Topic Approval (Mkt) SS/ 2006-08 Dear Aditi. Make it a comprehensive thesis.edu> To: aditimittal5@yahoo. Sumanta Sharma Associate Dean (Projects) The Indian Institute of Planning and Management New Delhi Sumanta.co.M. has been approved .sharma@iipm. Mulgund. Your Alumni ID Number is DS68-M369 Regards.

M.IIPM CERTIFICATE OF ORIGINALITY This is to certify that the thesis entitled “A Comparative brand Analysis & Market research of Bisleri via its competitors” is an original piece of work and part of course which is carried out under the direct guidance and supervision of Mr. _____________________ Signature of student A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . Mulgund. A.

Yours Sincerely _____________ Mr. I wish her all the success for his future endeavor.M. The Dean IIPM New Delhi Dear Sir. A.Mulgund A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . Thanking you.IIPM CERTIFICATE FROM THE GUIDE To. It is an original piece of work based on primary as well as secondary data. His work is satisfactory and complete in every respect. This is to certify that the thesis titled “A comparative Brand analysis & Market research of BISLERI via its competitors” submitted by Aditi Mittal for the award of degree in Masters of Business Administration has been completed under my supervision and guidance.

giving me the opportunity to do this thesis/study and also assisting me for the same. I owe everything in this life to my parents who are a constant source of inspiration and pillars of success.M.A. New Delhi.Mulgund for guiding me throughout this study without his help this dissertation would have not be completed. I appreciate the co-ordination extended by my friends and also express my sincere thankfulness to the entire faculty members of Indian Institute of Planning and Management. Aditi Mittal Thesis synopsis A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . It was the light of there knowledge under which my dissertation has been successfully completed.IIPM ACKNOWLEDGEMENT Through this acknowledgement I express my sincere gratitude towards all those people who helped in this thesis. which has been a learning experience. I am thankful to my thesis guide Mr.

Desired area of research: comparative analysis of different water companies 3. Scope of the research: Here the focus is to analyze the challenges in front of the company. In this process I will identify the incorporated marketing mix adopted by Bisleri to counter the marketing strategies of the competitors by developing its own marketing strategies. The aim of the thesis is to analyze the effect on Bisleri by different strategies adopted by other players of water industry and to recommend various possible improvements in the marketing mix. Details of the student: Name: Aditi Mittal (FN 2) Batch: SS PGP 2006-2008 Specialization: Marketing (Major) and Finance (Minor) Phone number: 91-9999676477 Email id: aditimittal5@yahoo. A comparative brand analysis & marketing research of BISLERI via its competitors 4. 6. A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS .in 2. but as the changing rules of business and market. Title of the thesis:.IIPM 1. 5.co. one has to adopt & implement different & effective strategies at the right time to attain a position in this competitive world. Hypothesis:. Research methodology: Most of the data will be collected through the primary source and whenever obligatory secondary source will be used. 7. The appropriate research design formulated is detailed below. Introduction to the area of research: Being a market leader Bisleri have to adopt few strategies because previously it was working under an environment which was equivalent to monopoly because he was the initiator in water trade business.

Mulgund Qualification Designation Organization Mobile Number : MBA : Asst General Manager : Union Bank Of India : 91-9717083111 A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . Justification for choosing a particular research proposal: I have chosen this topic for doing my thesis because of one main reason that is in my job.IIPM Exploratory Research: This kind of research has the primary objective of development of insights into the problem. Details of external guide: Name of the guide : Mr. In this research of mine I will try to trace out the Threats caused by other players to Bisleri and Strategies and measures adopted by Bisleri to counter the competition by its competitors. I am handling the business development department which is somehow related to study the behavior of other competitors or players of water industry and it will definitely help me to do my thesis in a wider way. It studies the main area where the problem lies and also tries to evaluate some appropriate courses of action 8. A. 9.M.

An expanded system based on Seven Ps stresses the importance of Place. Some commentators will increase the marketing mix to the Five P’s. Making small changes in the marketing mix is typically considered to be a tactical change. positive. Others will increase the mix to seven P’s. Every hand painted picture is original in some way. increase the focus on promotion and desensitize the weight given to price. The marketing strategy is mostly determined by roles (who focus on the promotion element of the marketing mix) in the marketing communications department with contributions from other corporate departments. People. notably the product marketing department. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. modes. optimizing the marketing mix is the primary responsibility of marketing. product and promotion. For a marketing plan to be successful. Process. Marketers hope that this process will give them a sustainable competitive advantage. Diverse and numerous combinations of marketing methods. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. to include Physical evidence and process. Product. The offer make to customer can be altered by varying the mix elements. tactical components of a marketing plan. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. price. and promotion activities that are applied to a particular target market. and desired response in the target market. is a combination of product. the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. both formal and informal. Also known as the four P’s. Its elements are the basic. Another way to think about the marketing mix is to use the image of an artist’s palette. The general idea is to combine (mix) the variables to generate an optimal. Marketers depend on insights from marketing research. Marketing management is the practical application of this process. Broadly defined. A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . to determine what consumers want and what they are willing to pay for. The offer is also an important addition to the 4P's theory. So for a high profile brand.IIPM ABSTRACT The marketing mix is probably the most famous marketing term. The “Marketing Mix”. Promotion. Price. originally known as “The Four Ps”. place. Making large changes in any of the four Ps can be considered strategic. and techniques can be selected and applied to create a marketing mix. to include people. th marketing mix elements are price. as is every marketing mix. and Physical evidence. place [distribution].

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS . but simultaneously to maximize the performance of the organization. Marketing managers use this method to attempt to generate the optimal response in the target market by blending 4 variables in an optimal way. The aim of the thesis is to gather information and analyze the key areas of Marketing Mix strategies. There have been many attempts to increase the number of P’s in the marketing mix model. The function of the marketing mix is to help develop a package that will not only satisfy the needs of the customers within the target markets. The most frequently mentioned one being people or personnel. The marketing mix can be adjusted on a frequent basis to meet the changing needs of the target group and the other dynamics of the market environment.IIPM The marketing mix can be used by marketers as a tool to assist in defining the marketing strategy.

IIPM TABLE OF CONTENT Chapter No. 01 02 Topics Page No. INTRODUCTION LITERATURE REVIEW 01-10 11-24 03 MARKETING MIX OF BISLERI 25-50 04 05 06 07 08 FINDINGS AND RESEARCH RECOMMENDATIONS CONCLUSION BIBLOGRAPHY ANNEXURE 51-78 79-81 82-84 85-86 A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS .

IIPM A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS .

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