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Presented By Group-8

Marketing Situation
 There are around 1200 bottled plants with 200 brands.
 The pricing is too close, that leads to stiff competition.  Price/ quality characteristics are used for positioning the

quality or value offered by the brand at a very competitive price.
 Dominance of the multi-national players

Objectives
 Market study

Packaged drinking water market in terms of major players, market size, growth and market share of players, segmentation statements and positioning of the various products available.

.Contd…  Consumer Study The consumer segments and their habits and practices also have been studied along with packaging technologies available and the importance of distribution and logistics networks.

Problem Statement What are the reasons behind decrease in the sales of Bisleri? .

H1: Bisleri is not covering all the retailers in the region. H1: Distribution channel of Bisleri is not giving offers to retailers to promote Bisleri. H1: Bisleri does not follow time on sales Just in Time (JIT) strategy.MARKETING RESEARCH M.SUB PROBLEM OBJECTIVE HYPOTHESIS Qn – No ) How distribution To know the affect of channel is affecting channel coverage on the sales of Bisleri? sales 1 H0: Bisleri is covering all the 04 06 retailers in the region. 03 & *04 To know the affect of retailer’s commission on sales H0: Distribution channel of *02 Bisleri is giving offers to retailers to promote Bisleri. . H0: Channel coverage of Bisleri is having a positive impact on its sales H1: Channel coverage of Bisleri is having a negative impact on its sales To know the affect of H0: Bisleri follow Just in delivery of goods just in Time (JIT) strategy.

2) What is the effect of branding on sales of packaged drinking water? To know whether branding is an essential factor for the consumers to deal with H0: Consumers 05 purchase PDW based on its brand name. . H1: Consumers purchase PDW not based on its brand name. To know whether Bisleri H0: The consumers are 02 & 07 brand has got brand more reliable on the loyalty in the minds of Bisleri consumer H1: The consumers are unreliable on the Bisleri To know whether there exists any brand switching over from retailers that affect the sales of Bisleri H0: Retailers *06 preferences are changing from Bisleri to other brands H1: Retailers preferences are not changing from Bisleri to other brands.

3) What is the effect of pricing strategies of Bisleri? H0: Retailers are *03 To know the getting the price retailers margin benefits from Bisleri H1: Retailers are not getting the price benefits from Bisleri To know whether Bisleri is giving enough discount offers to retailers when compared to others H0: Retailers satisfied by discount offers Bisleri H1: Retailers are satisfied by discount offers Bisleri are *05 the of not the of .

the of H0: The shape of the 08 & 09 bottle is handy H1: The shape is not handy H0: Consumer gives much imp to the color. H1: The Consumer doesn’t prefer much on price.What are the To know attributes affecting attributes the sales of Bisleri? Bisleri 4. . H0: Do the consumer prefer based on price. H1: Consumer do not give much imp to color H0: Consumer makes a choice on the fragrance. H1 Consumer makes a choice not based on the fragrance.

 Focus Group discussions o Men and Women o Age 16 to 30years .Data Collection  Primary Sources  The required primary data will has collected directly from customer through structured questionnaires.

reports and internet.  Journals and newspapers .Contd…  Secondary Sources  Information from company manuals.

.Findings from the FGD There is a need for delivery of goods Just In Time to retail shop. Change in looks & feel of the brand Assured supply to consumers at any point of time.

Consumption of PDW… 90 80 70 60 50 40 30 81 20 10 0 yes 19 No .

of Brands known Others Omkar Aquafina Series1 Kinley Bisleri 0 10 20 30 40 50 60 70 .No.

Analysis: To consumers Age of the respondent * preference Cross tabulation .

Consumption per month 45 40 35 30 25 20 15 10 5 0 <5 5_10 10_15 >15 .

The probability of getting Bisleri in retail shop 5% 14% 46% .

To Retailers  The available brands in the reatail shop .

Percentage of offers to retailers 7 6 5 4 Series1 3 2 1 0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% .

Are you getting any price benefit from the Bisleri 20% Yes No 80% .

Rate the time of delivery to your shop by distributor Bisleri Aquafina 40% Kinley Kinley Omkar .

Are you satisfied with discount offers of Bisleri? ..

Age * Consumption Cross tabulation Consumption 1 Age 15-20 2 3 4 Total 3 21-25 26 26-30 10 Above 31 7 Total 46 0 15 3 5 23 1 9 3 3 16 1 8 4 2 15 5 58 20 17 100 .

Cross Tabulation Chart .

Age * Probability (Cross tabulation) Probability Most of the times Every time Sometimes Age 15-20 1 21-25 6 26-30 1 Above 31 1 Total 9 18 27 54 1 6 8 5 8 14 11 12 29 1 1 3 Total .

Age * Probability (Cross tabulation) .

Age * Essential Cross tabulation Essential Neither imp/ not imp 3 0 Very Imp Age 15-20 1 21-25 14 Imp Not at all imp less imp 1 0 Total 5 26 9 5 4 58 26-30 7 4 5 3 1 20 Above 31 5 Total 27 38 20 9 6 100 5 6 0 1 17 .

Age * Essentials (Cross Tabulation) .

444 .288 1.000 .035 Package -.385 -.185 Brand Name Package -.292 .185 .208 1.123 -.222 -.444 Taste .042 -.020 -.295 Colour of label Taste -.035 .Correlation Matrix Quality of Shape of bottle Color of label water Correlation Quality of water Shape of bottle 1.174 Price -.000 .241 .288 .000 -.208 -.183 1.185 1.192 -.007 .192 1.385 -.183 -.292 .185 Brand Name -.196 .245 -.000 .000 .148 .174 Price -.020 .241 -.148 -.123 1.245 -.196 .000 .000 -.007 .042 -.295 .222 .

229 -.Rotated Component Matrix Component 1 Quality of water Brand Name Price Taste Color of label Shape of bottle Package .336 3 .346 .045 .436 .813 .002 -.468 .636 .049 .528 -.073 -.689 .040 .753 .305 -.297 2 -.876 .025 .271 -.103 .