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A REPORT ON

ANALYTICAL STUDY OF PROMOTIONAL STRATEGIES OF


BISLERI

BY
SUNILKUMAR.T

ICFAI NATIONAL COLLEGE

BISLERI, WATER BOTTLES

A THESIS ON
ANALYTICAL STUDY OF PROMOTIONAL STRATEGIES OF
BISLERI

BY
SUNILKUMAR.T
6ND10055

A THESIS SUBMITTED IN PARTIAL FULFILMENT OF THE


REQUIREMENTS OF THE MBA PROGRAM (CLASS OF 2008) ICFAI
NATIONAL COLLEGE

ICFAI NATIONAL COLLEGE

DECLARATION

I here by declare that the project work entitled ANALYTICAL STUDY


OF PROMOTIONAL STRATEGIES OF BISLERI is my own effort done under
the guidance of Mr. Vivek Kanchan IT & QM faculty.
This report is submitted in partial fulfilment of the requirement for the
award of MBA 2006-08.

Date:
Place: Davangere

ICFAI NATIONAL COLLEGE

(Sunilkumar.T)

(Certificate from Faculty Supervisor)

CERTIFICATE

This is to certify that the Management Thesis-II titled Analytical study of


promotional strategies of Bisleri submitted by Sunilkumar.T Enrol No:
6ND10055 during Semester-IV of the MBA Program (Class of 2008) embodies
original work done by his.

Signature of the Faculty Supervisor


Name (in Capitals) :____________________
Designation

: _____________________

Center

: _____________________

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TABLE OF CONTENTS:

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AKNOWLEDGEMENT
Completing a task is never one mans effort. It is often the result of
invaluable contribution of number of individuals in direct or indirect way in
shaping success and achieving it.
I express my deep gratitude and thanks to my beloved principal Mr.
Chandan Chavadi INC Davangere for his kind co-operation and to faculty
supervisor Mr. Vivek Kanchan for his support during the course of my project. I
am also thankful to all the faculty members INC Davangere for their co-operation.
And last but not least I would like express my gratitude to my parents,
friends and to all those who have directly or indirectly helped and contributed best
for the progress of this project.

Yours truly,
Sunilkumar.T

ICFAI NATIONAL COLLEGE

.
ABBREVIATIONS:

B.M: Beverage marketing.


B.W. Bottler water.
WAN: wide area network
B.S.E. Bombay stock exchange

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SUMMARY:
The objective of the thesis is To know promotional strategies of Bisleri
identify areas of excellence and areas needing improvement; and provide
suggestions for such improvement. The aim of this Thesis is to successfully
promotional strategies.
Sales promotion activity as an activity taken up to boost the sales of a
product. It can include a host of activities like running advertising campaigns,
handling public relation activities, distribution of free samples, offering temporary
price discount, launching door-to-door selling and telemarketing etc.
Compared to any other element of the promotional mix, sales promotion
is more action oriented. It helps in stimulating the customers to buy a product.
Increasing concern for value of money among customers has brought sales
promotion to the centre stge, as customers have become more expensive to
promotional offers, discount/gift coupons and point of purchase displays. Rapid
growth in the industry has been achieved because:

Product managers are facing more pressure to increase their current sales,
Companies face more competition,
Advertising efficiency has declined,
Consumers have become more deal oriented.

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1. INTRODUCTION:

INDUSTRY PROFILE

In most countries, drinking water is provided by the public sector, since it is


usually considered as a typical public good1. Traditionally, the public utility takes
charge of the overall cycle of water production, distribution and management
through a vertically integrated monopoly. Recently, we observe a movement of
reform mostly in developing countries, where these functions are partially or fully
assigned to a private
Operator through a franchise bidding process (Coing et al. 1989; Silva et al.
1998). There are various degrees of involvement of the private operator in terms of
contract duration and investment that determine the level of risk. Full privatization
like in England and Wales is still an exception, while the spectrum of delegation
contracts is large (from operation and management contracts to concession). In
these cases, one should note that the ownership of the assets remains public and it
explains why governments largely prefer to delegate rather than to privatize, as
water is a highly politicised matter. Then, this new trend toward private sector
participation in the developing world raises the question of its ability to improve
effectively the level of
Water services.

In India, Mehta (1999) highlights the fact that most projects with private
sector participation purely aim atan increase in production capacity and do not
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address the main factors of inefficiency of Indian water supply networks that are
described in the first section of the article. Various factors explain the failures of
projects with large international private operators, the main one being lack of good
project preparation, lack of knowledge on how to conduct the transaction process,

Absence of credible political commitment and unwillingness to reform


tariffs (Zrah and Lorene 1999; Zrah 2001). Therefore, many actors of the sector
(academics, decision makers and mostly international organizations) consider the
role of the small-scale
Independent providers as a potential to compensate partly the lacunae of the
public sector provision. This question also emerges from some successful stories in
Africa and South America where small operators
The national retail stores audit by ORG-Marg for the year ended 31 July
2002 put Kinleys marketshare at 35.1 per cent compared to Bisleris 34.4 per cent.
According to the market research agency, Bisleri lost 0.7 per cent share of the retail
market to Kinley.

BOTTLED WATER - INDUSTRY PROFILE

This profile is designed to be a reference resource for existing and


prospective small business owners, particularly as they assess how their businesses
are operating and developing plans for the future. These examples illustrate various
ways in which small businesses are actually operating but are not meant to be
instructions that small businesses should follow.

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State of the Industry


Millions more Americans are choosing to drink bottled water in the last
decade than ever before. Sales of domestic water in small bottles has increased
from 4.4 million gallons in 1984 to 750 million gallons in 1997, according to a
report in The New York Times, which draws data from Beverage Marketing
magazine and individual water bottling companies. Much of the gain has come
since 1992 when half-liter bottles, which can fit into vending machines, became the
bottle of choice. According to Jane Lazgin, a spokeswoman for the Perrier Group,
bottled water is still in its infancy.
Market

The states representing the top five markets in the U.S. in rank order are
California, Texas, New York, Florida, and Illinois. California accounts for almost
half of the total bottled water consumed in the U.S. According to the Baltimore
Sun, Americans bought bottled water in Grocery Stores 44.7%, Home/Office
delivery 39.0%, and Vending machines/restaurants 16.3% of the time in 1996.
Pricing
The expanding market has produced its own price war, with prices falling
from about $1.09 for one and half-liter to as low as 69 cents. Currently, in
Arkansas, the price of a five-gallon delivered bottle of water ranges from $2.50 to
$9.00. A cooler rental per month ranges from $6.00 to $9.75.

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Distribution Channels

The distribution channels in the State of Arkansas are divided


geographically. The distributors buy into a franchise type of arrangement with the
bottler who puts certain restrictions on the contract in terms of service and selling
of competitive products. In recent year, consumption of sparkling waters has
increased substantially in bars, restaurants, and vending machines.
Operations
Demand for still drinking waters appears to be growing faster than the
demand for sparkling (carbonated) waters, although continued growth in sales will
depend on criticism of the purity and origin of the water. Proper labeling has
become a major issue. Water sources must be licensed and monitored regularly by
Federal inspectors. Current operations information related to regulations,
equipment, and labeling can be obtained from the trade journal, Bottled Water
Reporter, and the International Bottled Water Association, IBWA.
Competition
The value of bottled water sales was expected to grow only by 10 percent in
1990, or $2.4 billion, because competition had driven prices down. There are
approximately 475 bottling plants in the U.S. with $3.375 billion revenues in 1995
producing more than 600 labels. There are over 75 brands imported, accounting for
3% of the water sold in the U.S.
According to Michael Bellas, chairman and chief executive of Beverage
Marketing, "The key factor is going to be the low-cost producer that is regionally

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diversified, and the one that can put some marketing muscle behind this water."
There are so many new entrants; the bottled water industry is highly competitive.

WATER BOTTLE MANUFACTURERS:

BISLERI

OXYRICH

OMKAR

BINDU

KINLEY

AQUAFIAN

FLAIR

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CREATIVE CONCEPTS
Was formed in 1997, with a vision on the Ozone technology by a group of
competent and experienced professionals. The Company has State-of-the-art
Design, Engineering, Manufacturing and Service Strength. The Company was reorganized, shifted into its own premises and renamed as CREATIVE OZ-AIR (I)
PVT. LTD. to expand its wings in diversified Products and Exports.
We offer the widest range of Ozone Systems for any Ozone Application in the
world today, having technical tie-ups with M/s. Ozonia Ltd., Switzerland for Large
size Ozonators and with M/s. Anseros GmbH, Germany for Ozone Monitors and
Monitoring Systems, the Company finds itself in a higher platform to offer world
class Products in the field.
The Company represents more than 20 years of combined experience in the design
and manufacture of most modern Ozone Treatment Systems for Water, Air & Food
Disinfection, Industrial Ozone Systems, Ozone Monitoring Equipment, Ozone Test
Chambers and Ozone Destructor etc. etc. The Company also specializes in Oxygen
Concentrators and Nitrogen Plants of any size and the Feed Gas Preparation
Systems. With more than 2500 installations worldwide in number of prestigious
Companies, it makes CREATIVE OZ-AIR (I) PVT. LTD., a preferred choice for
Ozone Applications either as a Standard or Tailor-made Systems to suit the
Customers requirements.
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Quality Standards
CREATIVE OZ-AIR (I) PVT. LTD. earlier known as CREATIVE CONCEPTS
strives to improve upon high quality standards continually. Patented technology
and decades of manufacturing experience enable us to deliver the highest quality,
most reliable and efficient Ozone Treatment Systems. Rigorous Factory Testing
and System Pre-Assembly make the Integration and Start-up of our Ozone Systems
simple and trouble-free.

Committed To Research & Development


We believe strongly on Applications Research and Products Development. The
Company invests considerable resources annually in on-going initiatives aimed at
improving existing Products, developing new technologies and upgrading the
Customers Processes through new techniques.
Focussed On Our Customers
We have a motto of Customers Satisfaction, the Company specializes in
developing a business model with Customer concern and their profitability in
mind. By a network of Service Support Installations at Clients Site, are not only
kept in working conditions but upgraded from time to time for improved
performance by regular up-keep and AMCs.

Our Clients
In about eight years of operation, we have significant progress by installing more
than 2500 Ozone Treatment Units for Sterilization of Air, Water and Food Items.
Britannia, Switz Foods, Monginis, Bisleri, Coca-Cola, Pepsi, PVR Cinema, Dabur,
Pan Foods, Eastern Bakeries, Delta Foods (Franchise of Britannia), Nestle, IFFCO,
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Arachem (Malaysia), Texcyle (Malaysia), Maharishi Airbed Products, Mahaveda


Ayurveda & Research Center etc. are our some of the prestigious clients. We also
cater to the disinfection requirements of Milk Processing Plants like Amul Dairies
(at Himmatnagar, Mehsana, Vihar), Mahan Proteins at Kosikalan, NDDB (New
Delhi), Indo-Nippon Foods etc and number of Food Processing, Bulk Drug
Manufacturers like Ranbaxy, Dishman Pharmaceuticals, Regent Drugs etc,
Pharmaceuticals Companies, Hospitals and Industrial Set-ups etc.

Sr. No.

Director's Name

Designation

Surendra T Shah

Chairman / Chair Person

Sanjay S Shah

Managing Director

Shilaben S Shah

Director

Ritaben S Shah

Director

Kashyap R Mehta

Director

Sanjay V Karkare

Director

BSE: 531671

NSE:

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Reuters:

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2. FORMULATION OF OBJECTIVE:
Research Objective must be clearly defined (what the study is about and
why it is being done) then only, it can be achieved in a best way.

2.1. OBJECTIVE OF STUDY:

To understand the promotional activities of Bisleri.

To understand the best among the promotional mix.

To understand the effectiveness of Promotional strategies adopted

by Bisleri.

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LIMITATIONS:

The study is restricted to Bisleri outlet in Davangere Branch.


The retailers were too busy in their work, so detail information could not be
obtained.
In the survey retailers hesitate to give the details.

2.2. HYPOTHESIS OF STUDY:

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There is no significant difference in after sales services provided by the two


automobile showrooms (TVS and VANI HONDA)
There is a significant difference in the value for money which the
customers are getting from the two showrooms.
3. RESEARCH METHODOLOGY:
Research design depends on type of research studies that we are going to
make. My research study is DESCRIPTIVE TYPE.

3.1. DESCRIPTIVE RESEARCH STUDY:


This is a conclusive type of research, it is used where hypothesis testing
is to be made or alternative choice is to be done or where the description of
situation has to be made. In this type of research study the researcher must able to
define clearly, what he wants to measure and must find adequate methods
measuring it along with the clear cut definition of population he wants to study.
Since the aim of study is to obtain complete and accurate information, the
procedure must be carefully planned.
3.2. PURPOSE OF STUDY:
Bislre is the top water bottle manufacturer and dealers in India by
making this studying we can find out the level of customer value and satisfaction
they are providing and also the area where they are lagging in the field of
promotional activities.

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3.3. DATA SOURCES:


The second stage is the collection of data is the data sources Primary Data
Sources and Secondary Data Sources. Primary Data Sources are collected
specifically for the purpose of research study, which is to be done, and secondary
data source are already collected data, with some other objective.

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3.31. PRIMARY DATA SOURCE:


For the purpose of this study, I prepared two research tools, both
questionnaire, to find out the relevant primary data

The data was collected based on information provided by:


1. The management of the outlet.
2. Outlet worker
Besides the primary data collected with the help of the questionnaire, I have
also collected the relevant secondary data from various sources like magazines,
books and Internet and newspapers.
Based on the relevant primary and secondary data, a comparative analysis
has been done so as to find out the areas of excellence and areas of improvement of
both organizations.
The areas of excellence and improvement have been identified based on
factual information, in light of which recommendations and suggestions have been
provided for the overall improvement of the organizations in the future.
A formal list of Questions is formulated and asking the questions from the
people who are having the related information. Here the Questionnaire is
Structured and Non Disguised Type. Close end Questionnaire with Dichotomous
and Multiple Choice Questions.

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3.32. SECONDARY DATA SOURCE:


Internal sources: On-Line Information,
, Price of the product, Services provided by the companies.
External data sources: Magazines like Business Standard, Books and
journals related to Marketing strategy.
3.4. SAMPLING PLAN
Sampling Unit (Who Is Being Surveyed)
Main target is Company manager.
Company employees for Expert Opinion
Sampling Size (How Many People Should Be Surveyed)
8 customers outlet.
Sampling Procedure (How Should the Respondent Be Chosen)
Probability Sampling (Simple Random Sampling)
Contact Method (How the Subject Should Be Contacted)
Personal Interviewing, Expert Interview, Through Mail
3.5. PROCESSING AND ANALYZING THE DATA
Score aggregation method is used for analyzing the data and pictorial
representation of analysis is done through graphs.
3.6. FINDINGS ARE GIVEN

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Company profile

Bisleri was originally an Italian Company created by Signor Felice Bisleri


who first brought the idea of selling bottled water in India. Bisleri then was
introduced in
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. Since 1995 Mr.
Ramesh J. Chauhan has started expanding Bisleri operations. In 2003 Bisleri
announced it's venture to Europe.
The brand name Bisleri is so popular in India that it's used as generic name
for bottled mineral water. [In India, Bisleri is to mineral water what Xerox is to
photocopying.]
We at Bisleri value our customers & therefore have developed 8 unique
pack sizes to suit the need of every individual. We are present in 250ml cups,
250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable packs & 5L,
20L which are the returnable packs.
Bisleri with added Minerals:
Bisleri Mineral Water contains minerals such as magnesium sulphate and
potassium bicarbonate which are essential minerals for healthy living. They not
only maintain the pH balance of the body but also help in keeping you fit and
energetic at all times.

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Bisleri Mountain Water:


Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal
and Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's
'fountain of youth', Bisleri Natural Mountain Water resonates with the energy and
vibrancy capable of taking you back to nature. Bisleri Natural Water is bottled in
its two plants in Uttaranchal and Himachal Pradesh and is available in six different
pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.
Different products of Bisleri
The water that almost descends from the Gods:
The Himalayas, the abode of the Gods, where the earth meets the heavens and
where in lies nature's untouched bounty. White glaciers, snow-capped mountains
and a plethora of exotic herbs and other flora that have therapeutic properties. This
is where you'll find a treasure trove of hidden natural spring water that flows
through natural purifying filters, mineral rich rocks and herbs from which it
absorbs many healing properties. We bottle this pristine spring water directly at
source, at the foothills of the Himalayas.
And now you, our dearest customers, will get every drop of purity, right here, in
this bottle.
Bisleri Mountain Water is available in 500ml. bottles & 1 litre bottles.
Bisleri with Added Minerals:
This product is bottled drinking water at its best. Bisleri with added minerals has a
TDS count (total dissolved solids count) of approximately 100. It contains minerals
such as magnesium sulphate and potassium bicarbonate which are essential
minerals for healthy living. They not only maintain the pH balance of the body but
also help in keeping you fit and energetic at all times.

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Bisleri with added minerals is also put through multiple stages of


purification to ensure the elimination of all forms of bacteria. This makes the water
you drink completely safe to consume. Bisleri with added minerals is available in
250ml cups, 250ml bottles, 500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre
bottles and 5 and 20 litre cans.
Product Range
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 company 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 nonreturnable bottles & finally advanced to PET containers.
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a period of
10 years and the average growth rate has been around 40% over this period.
Presently we have 8 plants & 11 franchisees all over India. We have our presence
covering the entire span of India. In our future ventures we look to put up four
more plants in 06-07. We command a 60% market share of the organized market.
Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in
India, has made us synonymous to Mineral water & a household name. When you
think of bottled water, you think Bisleri.
We at Bisleri value our customers & therefore have developed 8 unique pack sizes
to suit the need of every individual. We are present in 250ml cups, 250ml bottles,
500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the
returnable packs. Till date the Indian consumer has been offered Bisleri water,
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however in our effort to bring to you something refreshingly new, we have


introduced Bisleri Natural Mountain Water - water brought to you from the
foothills of the mountains situated in Himachal Pradesh. Hence our product range
now comprises of two variants: Bisleri with added minerals & Bisleri Mountain
Water.
It is our commitment to offer every Indian pure & clean drinking water. Bisleri
Water is put through multiple stages of purification, ozonised & finally packed for
consumption. . Rigorous R&D & stringent quality controls has made us a market
leader in the bottled water segment. Strict hygiene conditions are maintained in all
plants.
In our endeavour to maintain strict quality controls each unit purchases performs &
caps only from approved vendors. We produce our own bottles in-house. We have
recently procured the latest world class state of the art machineries that puts us at
par with International standards. This has not only helped us improve packaging
quality but has also reduced raw material wastage & doubled production capacity.
You can be rest assured that you are drinking safe & pure water when you
consume Bisleri. Bisleri is free of impurities & 100% safe. Enjoy the Sweet taste of
Purity!

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Treat your family to pure Bisleri, in economical, tamper-proof 20L packs:


Insist on using Bisleri with the 'specially-developed faucet'. The new faucet
ensures that Bisleri is dispensed directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or any dispensers, since
they could be a source of contamination.
Max Retail Price: Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/-

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Treat your family to pure Bisleri, in economical, tamper-proof 5L packs:


Insist on using Bisleri with the 'specially-developed faucet'. The new faucet
ensures that Bisleri is dispensed directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or any dispensers, since
they could be a source of contamination.
Max Retail Price : Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/-

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New faucet ensures that Bisleri is dispensed directly from the jar, leaving
no chance for contamination. Also avoid using hot and cold machines or any
dispensers, since they could be a source ofcontamination.
Max Retail Price : Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/-

This water bottle consist 3 liter water


Insist on using Bisleri with the 'specially-developed faucet'. The new faucet
ensures that Bisleri is dispensed directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or any dispensers, since
they could be a source of contamination.
Max Retail Price: Rs. 70/Deposit Rs. 150/- (refundable)

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Stand : Rs. 60/Faucet : Rs. 15/-

This water bottle consist two and half liter


Insist on using Bisleri with the 'specially-developed faucet'. The new faucet
ensures that Bisleri is dispensed directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or any dispensers, since
they could be a source of contamination.
Max Retail Price: Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/-

This water bottle consist one liter water


Insist on using Bisleri with the 'specially-developed faucet'. The new faucet
ensures that Bisleri is dispensed directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or any dispensers, since
they could be a source of contamination.
Max Retail Price: Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/ICFAI NATIONAL COLLEGE

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This bottle consist half liter


Insist on using Bisleri with the 'specially-developed faucet'. The new faucet
ensures that Bisleri is dispensed directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or any dispensers, since
they could be a source ofcontamination.
Max Retail Price: Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/These are the most common promotional strategies used by organizations.

To know the most effective strategies to the organizations:


Advertising campaigns
Handling public relations activities
Distribution of free samples
Offering free gifts
Conducting trade fairs
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Exhibitions
Competitions
Offering temporary price discounts
Launching door to door selling
Telemarketing

There are two types of sale promotional activities;


Consumer sales promotion method.
Trade sales promotion method.

Consumer sales promotional method


Marketer use sales promotion to introduce a new product or brand or
promote the existing brand. On the other hand retailers use sales promotion to
attract customers their stores. They can use a number of sales promotion tools to
boost their sales.
Price promotions;
Price promotions are also commonly known as price discounting they
offer either a discount on the normal selling price of the product or more of the
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product at the same price. This type of promotion must be used with care as the
increase in sales is gained at the cost of a loss in the profit.

Coupons:

Offering coupons is the most widely used customer sales promotion


technique; coupon is a certificate that offers a price reduction for some specified
items to the holder. Coupons are distributed with magazines, newspapers.etc.

Free gift/samples:

Free samples of a new product are usually given to customers, when it is


launched in the market. Gift with purchase is a very common promotional
technique. It is also know as a premium promotion as the customer gets something
in addition to the main purchase.

Money refunds and rebates:

The customer receives a specific amount of money (refund) after he


submits a proof of purchase to the manufacturer. Manufactures devise the strategy
such that the customer qualifies for a refund only when he makes multiple
purchase.
Point of purchase displays:
POP displays are believed to serve as a silent sales force. They include
window displays, wall displays, display racks, danglers, balloons, outside signs,
counter pieces and innovations such as sniff teasers that spread a products aroma
in the store, etc.

Instalment offers:

Manufacturers as well as retailers offer products at a down payment and


allow the customers to pay the remaining amount on an instalment basis.

Consumer contest:

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In this sales promotion activity customers take part in small competitions


on the basis of their creative and analytical skills. Such contest as customers
attention.
Consumer sweepstakes:
In this type of sales promotion, customers are required to submit their
names to be included in a draw for prizes.

Trade shows:

A group of retailers of manufacturers conduct exhibitions and trade shows


to make the customer aware of the products offered by various firms. Industrial
shows and annual industrial exhibition exhibition of home appliances, consumer
goods or gym equipment. Etc

Trade sales promotion methods.

Buying allowance:

Buying allowance is a temporary price reduction offered to the retailer for


purchasing a specific quantity unit of the product. Such an offer acts as an
incentive to stimulate short-term profit of the retailer and promote new products for
the company.
Buyback allowance:
In this kind of sales promotion, the channel members are offered a
monetary incentive for each additional unit purchased after the initial deal. This
methods aims at stimulating the channel members to purchase additional quantities
of stock that is over and above the normal stock, as the monetary incentive they
receive is proportional to the amount of additional stock they purchase.

Merchandise allowance:

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In this form of trade promotion, a manufacturer agrees to pay the reseller


certain amount of money for promoting the companys product through advertising
or display. Middlemen are usually required to show the proof of the advertisement
carried out of them.

Free merchandise:

Free merchandise is a sale promotion technique in which an additional


amount of the product is offered without any additional cost, as an incentive to
purchase a minimum quantity. The incentive is typical offered for a limited period
of time.

Dealer loader:

A dealer loader is a reward of gift, which is usually a part of the display kit
given to the retailer, to encourage him to display the merchandise. Retailers obtain
gift only when they buy specific quantities of goods and retain the gift when the
promotion is over. Marketers use this technique when they use new distributors or
they want to push products to retailers. For example. A silver tray to display a
product. When the event is over, is allowed to keep this silver tray.

Dealer listing:

Dealer listing is a technique in which the advertisement of a company


identifies and acknowledges its retailer/retailers. Dealer listing help in persuading
the retailer to carry the product and also encourage the customer to buy the product
at a particular dealers outlet.

Scan back allowance:

A scan back allowance program is aimed specifically at retail outlets.


Retailers are rewarded on the basis of the number of units that moved through their
scanners or hand-held wands during a specific time. In order to participate in scan
back programs, retailers indulge in reducing the retail price

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There is one more promotional strategy


Promotion- push and pull strategies
"Push or Pull"
Marketing theory distinguishes between two main kinds of promotional
strategy - "push" and "pull".

Push

A push promotional strategy makes use of a company's sales force and


trade promotion activities to create consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers promote
it to retailers, and the retailers promote it to consumers.
.
A "push" strategy tries to sell directly to the consumer, bypassing other
distribution channels (e.g. selling insurance or holidays directly). With this type of
strategy, consumer promotions and advertising are the most likely promotional
tools.

Pull

A pull selling strategy is one that requires high spending on advertising


and consumer promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the
product, the retailers will ask the wholesalers, and the wholesalers will ask the
producers.
A good example of a pull is the heavy advertising and promotion of
children's toys mainly on television. Consider the recent BBC promotional
campaign for its new pre-school programme the Fumbles. Aimed at two to fouryear-olds, 130 episodes of Fumbles have been made and are featured everyday on
digital children's channel CBeebies and BBC2.

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As part of the promotional campaign, the BBC has agreed a deal with toy
maker Fisher-Price to market products based on the show, which it hopes will
emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price
will develop, manufacture and
Distribute a range of Fumbles products including soft, plastic and electronic
learning toys for the UK and Ireland.
In 2001, BBC Worldwide (the commercial division of the BBC) achieved
sales of 90m from its children's brands and properties last year. The demand
created from broadcasting of the Fumbles and a major advertising campaign is
likely to pull demand from children and encourage retailers to stock Fumbles
toys in the stores for Christmas 2002.

As we discussed in above pull and push sales promotion strategy. Bisleri


organization is used push strategy because of promotes the product to
wholesalers, the wholesalers promote it to retailers, and the retailers promote it to
consumers. Then distributor, wholesalers, retailers, and all Channel members have
to hold stock while offer given by manufacturers that time sales of products sold
very huge.

ANALYSIS AND INTERPRETATION


Table I
The below table show that the number of respondents according to their
wholesaler
And retailer.
Custo
mer
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Respon
dent

Percen
tage
37

wholes
aler

67

67

33

33

Retaile
r.

No of Respondents

Classification of Gender
80
70
60
50
40
30
20
10
0

67

33

Male

Series1

Female

Interpretation:
The above chart shows that the wholesaler and retailer classification of
respondent.

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Table-2
The below table show that the number of respondents they know
through this media.

Television
News

22

papers

32
Magazines
Pomp lets

18

& banners

28

Television
28%

22%

News papers
Magazines

18%

32%
Pomp lets &
banners

Interpretation: In the above chart 32% of the people know through news
papers.

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Table 3
Do you like the Bisleri Promotional activities?

yes

78

no

22

80
70
60
50
40

yes

Series1

30
20

no

10
0

Interpretation:
yes

no

.most of
retailers are

know the advertisement of bisleri

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Table-4
Purchasing decision made by you is due to Promotions and marketing

yes

68

no

32

no
32%
yes
no
yes
68%

Interpretation:
If company give more advertisement then retailers and wholesalers are like
to stock more in their stock house

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Table-5
How do you rate the Promotional activities of Bisleri

Excellent

32

Good

42

Fair

16

Poor

10

Rating given by respondants

45
40
35
32
30
no of
respondent 25
20
s
15
10
5
0
Excellent

42

16
10

Series1

Fair

Interpretation:

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Company gave good promotional activities

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Table 6
How did you decide to purchase products and services in Bisleri.
Satisfaction
Level

Respondent
Fully Satisfied

85

Satisfied

15

Fully dissatisfied

Satisfaction level of the customers


85

90
80
70
60
No of
50
customers 40
30
20
10
0

Series1
15
0
Fully
Satisfied

Satisfied

Fully
dissatisfied

Interpretation
In the above chart represent that people are fully satisfied, if Bisleri
promotes the products through advertisement because most of the people preferred
that fully satisfied is 85%, satisfied is 15% and there is no vote for dissatisfaction
which represent the people in need of advertisement.

Table-7
The table shows retailer and wholesalers have interested to stock of
Bisleri water botter

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No of
Response

respondents

Yes

55

No

45

No
45%

Yes
Yes
55%

No

Interpretation:
The chart show that the 55% percentage of wholesalers and retailers are
interested to have the hold or stock water bottler

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Table-8
The table shows that the factors, which kinds of plan do you prefer
Factors

Respondent

20. L

27

5.L

37

1.5.L

26

1.L

10

Respondent
Pension plan
Life insurance
plan
Unit linked
investment
Children
endownment
Interpretation:
This chart shows that the factors, which kinds of plan do, you prefer
Pension plan 27%, Life insurance plan 37%, Unit linked investment 20%,
Children endowment 10%

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Table.9
The table shows that reason for preferring policies of Bisleri
Factors
Instalment

Respondent

offer

38
Buying

allowance
Buyback

26

allowance
Dealer

16

loader

20

Tax saving,
20%
Flexibility,
16%

Security,
38%

Security
High return
Flexibility

High return,
26%

Tax saving

Interpretation
From the above we come to know that customers 38% of the investors are
investing their money in insurance for safety and the second preference is to return.
It shows they want security with high return.
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Findings:
I found that 45% of the share in this industry is filled by kindly and
Bisleri.
This is only because of the brand name and popularity; through word of
mouth it reaches the people easily.
The communication media i.e. 83% of audience are aware only through
this marketing channel about the products of water bottle.
78% of the people are expecting marketing from this water bottle; it
shows the expectation of people and availability of business and to promote the
products through the marketing channel.
Finally I find out that manufacturers are taken promotional tool like
Dealer loader, buying allowance, merchandise allowance.

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Suggestions
The company has to create the brand awareness as well as the popularity in
this industry to promote their products in a competitive environment.
The communication media place a vital role in this industry, without this
media we cannot have a great market share compared with the private players in
this industry.

83% of the customers are expecting trade sales for water bottle products;
the company can utilize these areas to increase the market share of company in this
industry.

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Conclusion
Even though the marketing is cost effective to the industry but it
reaches the huge volume of customers, it promotes the growth of business for the
company in the industry.
The Bisleri is having a growth rate of 34.5 in this industry, to
capture the whole market share and to continue the market leader in this industry
the company has to create the brand awareness and popularity through an effective
communication media the solution for the entire problem is to make marketing ".

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Dear Sir/ Madam,


I am Sunilkumar.T pursuing MBA. As part of completion of my
MBA, I am doing Survey on A Study on Promotional Strategies Adopted by
Bisleri water bottle in Davangere with respect to this in need of some information.
I request your kind co-operation to fill this questionnaire suitably. The information
you give shall be used for educational purpose only.

Name

Age

Occupation

Male:

Female:

Do you know about Bisler?


1) Yes

2) No

How did you come to know about Bisler?


1) Television

2) Magazines

3) Pomp lets & banners

4) News papers

Do you like the Bisleri Promotional activities?


1) YES

2) NO

Purchasing decision made by you is due to Promotions and marketing?


1) YES

2) NO

How do you rate the Promotions of Bisleri?


1) Excellent

2) Good

3) Fair

4) Poor

How did you decide to purchase products and services in Bisler?


1) To secure our life with policy
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2) Good products and services


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3) Well known company

4) Repetitive advertisements.

Do you think the advertisement given by Bisleri is


effective?
1) YES

2) NO

Will you able to remember to Bisleri promotions while purchasing policy?


1) Always

2) Sometime

3) No

Which is most attractive information you got from the promotions given by
Bisleri?
1) Benefits of offer

2) More security

2) Return is guaranteed

4) All of the above

How often you have watched Bisleri advertisement?


1) Every day

2) In festival season

2) Weekend

4) Not seen

If you ant to give any suggestion to improve Bisleri and its advertisement?
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Signature

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REFERENCES:
Marketing management
Page No. 23 and 407
ICFAI Publications

www.nifty.com
www.nse India .com
www.indianinsurance.com
Www.irda.com

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