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y Abhiskek-10106 y Alok-10117 y Souvik-10050 y Ashutosh-10067 y Nisha-10087 y Ronak-10042
Indian bottled Water Industry
y The size of the packaged water market in the country is Rs 2,200-crore y 1. 2. 3. y y
and the total volume is 400 million unit cases. By 2010, it will reach Rs 4,000 - 5,000 crore with 33 per cent market for natural mineral water. The formal bottled water business in India can be divided broadly into three segments in terms of cost: premium natural mineral water natural mineral water packaged drinking water It is estimated that the global consumption of bottled water is nearing 200 billion liters In India, the per capita bottled water consumption is still quite low - less than five litres a year as compared to the global average of 24 litres
Indian bottled Water Industry
y The total annual bottled water consumption has risen rapidly in recent times y y y y
it has tripled between 1999 and 2004 - from about 1.5 billion litres to five billion litres. Since 1991-1992 it has not looked back, and the demand in 2004-05 was a staggering 82 million cases. the per capita consumption of mineral water in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in USA. The market is highly competitive with the entry of MNC s like Pepsico and Coke. Despite the large number of small producers, this industry is dominated by the big players - Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries and so on. The western region accounts for 40 per cent of the market and the eastern region just 10%. The bottling plants are concentrated in the southern region - of the approximately 1,200 bottling water plants in India, 600 are in Tamil Nadu.
products Mineral water
Manufacturer Marketed by Anmol minerals pvt ltd. HBL UGG Bailey Varsha entpr. _________ Parle agro
Brand chosen by the group BISLERI
Mineral water Mineral water Mineral water Mineral water
Kinley Bailey Aquafina Others
Coca-cola Parle agro PEPSICO ________
PROJECT OF CONSUMER BEHAVIOUR.docx
Analysis Of Project
y The market share of Bisleri is 8.2%, Aquafina is 9.7% and Kinley is 10.3% according to industry sources. Packaged water market is projected to grow at 16% to 17% during the period 2009 to 2016. Last year it grew by 17%.
Price they expect for I litre bottle
Rs 10 43% Rs 11 4%
2 3 4 5
Case Analysis .
Source of information for the consumer:y 48% depend on personal reference. y 38% depends on commercial sources. y 7% depends on public survey. y 7% depends on other sources.
1 2 3 4 69
Purpose Of Usage
y 69% use only during traveling and outdoors. y 10% used for household purpose. y 19% for both household and traveling. y 2% for other purpose.
19 1 2 10 3 4 69 2
Factors Affecting The Choice Of Product
Brand Image 26% Availability 5%
8 26 16 1 2 3 5 4 5
Brand Loyalty Among Mineral Water Customers
Excellent Very good Good Fair Poor 14% 42%
8 10 14 1 2 3
26% 8% 10%
Level Of Satisfaction
Excellent Very good Good Fair Poor
14% 43% 34% 6% 3%
34 6 3 14 1 2 3 4 5 43
Frequency Of Usage
Regular Often Occasionally 21% 43% 36%
36 1 2 3
Whether packaging & shape effect buying decision
38 1 2 62
Whether they will recommend the brand to others
33 1 2 67
Why they buy Bisleri
y BISLERI is a generic brand name for mineral water in
y It has strong traditional and social following. y People of older generation has strong brand following. y People buy it because of more personal reference. y It got first mover advantage in the market.
Problems what people feel about the Bisleri
y Shape of the bottle and packaging y Quality of plastic used in packaging y It is inconvenient to handle while travelling because of
the shape of bottle.
y They don t use aggressive advertising as compared to
Coca Cola and Pepsi.
BEHAVIOUR OF BISLERI CONSUMER
Geographical segmentation y Metros y Tier 1 and 2 cities Personal characteristics y Age group 20 60 years y Family size- 2-5 y Occupation students , working in private sectors. y Gender- mostly male
Psychographic lifestyle y Achievers y Emmuters y Belongers
Social class y They depend upon referral groups y Some are even innovators. y Family Situation y Product positioning y Sales person influence