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A

PROJECT REPORT
ON
STUDY OF BRAND AWARENESS AND PRODUCT
ACCEPTABILITY AMONGST THE SOCIETY
CONSUMERS IN GHAZIABAD REGION
Partial fulfillment of the Requirements for the Award of
Post Graduate Diploma in Management
(Recognized by AICTE, Ministry of HRD, Govt. of India)
BY

Bisleri International pvt. Ltd.

PRADIP KHATUA
Roll No. PG-13-019
(2013-2015)

Faculty Guidance
Prof. Dr. Aakanksha Uppal
Asst. Professor,
INMANTEC Business School

Corporate Guidance
Mr. Syed Farid Ali
Assistant Manager (Sales)
Bisleri International Pvt. Ltd.

INTEGRATED ACADEMY OF MANAGEMENT AND TECHNOLOGY


Ghaziabad
Date: 08-07-2014
1

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
If a man waited for the time
When he could do things best
He would have done nothing
Written words have an unfortunate tendency to reduce genuine gratitude into
silted formality. However we feel that this is the only way to record ones
gratitude.
When all work is done, it is a pleasant job to thank all those who were at every
instant supervising us and ensuring the completion of the decoded work.
Any project report is not outcome of alone person. It is teamwork and I take this
opportunity to thanks all those persons who have continuously guided me. I
wish to express my deep gratitude to Mr. Syed Farid Ali (corporate
guide),Mr. Anil Dhankhar sir(Marketing Officer of Bisleri),Mr.Manoj
Yadav(Marketing Executive of Bisleri) and Dr.Aakanksha Uppal (Faculty
guide)who helped me in different ways at the time of my Summer Training
Project Report.
I take this opportunity to express my deep gratitude to MR SANJEEV
SINGH (HR OF BISLERI) for their invaluable guidance inspiration and
offCourse moral support through my project session.
I express my profound sense of gratitude to my HOD Dr. Rishi Taparia and
Pooja Yadav who provided me such type of opportunities for getting interacted
to all the practical aspects of the marketing in such type of big Organization.I
am also thankful to all the faculty members of INMANTEC Business School for
their co-operation.
Finally, I am indebted to my parents and my family members who extended to
help me in every aspect

PRADIP KHATUA
INMANTEC BUSINESS SCHOOL
3

Table of content
1. Introduction. 05
1.1. Purpose of the Study .. 08
1.2. Industry Overview. 10
1.2.1. A ..
1.2.2. B .
1.2.3. C .
1.2.4. D .
2. Literature Review
2.1.
2.2.
3. Research Objectives and Hypotheses 23
4. Research Methodology25
4.1. Research Design.26
4.2. Data Requirements.28
4.3. Data Collection Method and Instrument..30
4.4. Sampling and Sample Size32
4.5. Data Analysis Techniques.34
5. Data Analysis and Interpretation35
6. Findings of the Study53
7. Recommendations56
8. Conclusions60
References63
Annexure..66
Annexure A

1. Introduction

INTRODUCTION
Water is the most important necessity for life. The drinking-water needs for
individuals vary depending on the climate, physical activity and the
body culture. But for average consumers it is estimated to be about two to four
litres per day. The growing number of cases of water borne diseases,
increasing water pollution, increasing urbanization, increasing scarcity of pure
and safe water etc. has made the bottled water business just like other
consumer items. Scarcity of potable and wholesome water at railway stations,
tourists spots, and role of tourism corp. etc. has also added to the growth.
Almost all the major international and national brands water bottles are
available in Indian market right from the malls to railway stations, bus
stations, grocery stores and even at panwala's shop. Before few years bottle
water. Was considered as the rich people's choice, but now it is penetrated
even in rural areas. The growth and status of Indian Bottled Industry in
comparison with Western or Asian market, India is far behind in terms
of quantum, infrastructure, professionalism and standards implementation. The
per capita consumption of mineral water in India is a mere 0.5-liter compared
to 111 litres in Europe and 45-liter in USA. Also As per UN study conducted
in 122 countries, in connection with water quality, India's number was dismal
120. In comparison to global standards India's bottled water segment is largely
unregulated.
Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17,
2010 to be aware of water conservation techniques to avoid grave water crisis
in future."It is so sad that today, people are forced to buy water in plastic
bottles. I am told that bottled water industry is worth nearly 10000 crore
rupees and even big companies like the Coke and Pepsi are involved in this
bottling of water and making money. So, it is imperative that we ought to save

water," he added. Do not be surprise if today's bottles water industry becomes


next Oil industry by 2025.

1.1. Purpose of the Study

PURPOSE OF THE STUDY

Bisleri is the top water bottle manufacturer and dealers in India. The aim is to
study the product and its awareness in the general public and among the existing
customer. 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.
1) This report is useful for the researchers who are willing to do research on
the Mineral water Industry.
2) The study helps to obtain suggestions for improvement of product and
service and also helps for finding out satisfaction level of customers
towards Bisleri 20 ltr jar.
3) It helps current senario the brand awareness and field promotional
activities of Bisleri.
4) This report shows the problems associated with the Mineral water
industry in the market as it helps in removing these problems.
5) This report can be useful as a secondary data for Mineral water industry.
6) To understand the effectiveness of Promotional strategies adopted
by Bisleri.

1.2. Industry Overview

10

INDUSTRY OVERVIEW
About the waverage Industry
Corporate control over water and water distribution in India is growing rapidly:
the packaged water business is worth Rs 1,000 crore, and it's growing at a huge
40-50% annually. Around 1,200 bottling plants and 100 brands of packaged
water across the country are battling over the market, overdrawing groundwater,
and robbing local communities of their water resources and livelihoods Bottled
water, one of India's fastest-growing industries, is a business built on the
foundation of bad governance, inequity and blatant exploitation. Hard to
believe, but the evidence is becoming clearer. According to UNDP estimates,
around 1.2 billion people worldwide lack access to clean drinking water. Today,
there are more people in the world's hospitals suffering from waterborne
diseases than any other ailment. Some 6,000 children die of such diseases every
day. Providing safe drinking water is the responsibility of the state. That they
are failing miserably is evident from the fact that over 1,600 Indians reportedly
die every day because of waterborne diseases. Despite these astounding figures,
the Indian state has literally washed its hands of the responsibility of providing
clean drinking water to its citizens. When one in six people globally lives
without access to clean drinking water, does the answer lie in high-tech water
purifiers and bottled water that's out of reach for a majority of the Indian
population?
Multinational corporations would have us believe so. And the reason is not hard
to find: along with imported water treatment technology like activated carbon
and ultra violet (UV) disinfection (Aquaguard), reverse osmosis (Reviva) and
resins (Zero-B), the water treatment market is estimated to be worth around Rs
700 crore. The bottled water industry is estimated to be a whopping Rs 1,000
11

crore business. Ithas grown at a rate of 40-50% annually over the past four years
or so. According to the Bureau of Indian Standards, there are 1,200 bottled
water factories all over India (of which 600 are in the state of Tamil Nadu).

Company Profile
ABOUT THE COMPANY
Since 1960s no one would think that water will sell. Every one is not a
visionary Mr. SIGNORE FELICE BISLERI was a visionary of 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 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
non-returnable 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.

12

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, 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 inhouse. 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
Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has
undergone significant expansion in their operations. The company has
witnessed an exponential growth with their turnover multiplying more than
13

twenty times in a short span of 10 years. The average growth rate over this
period has been around 40% with Bisleri enjoying more than 60% of the market
share in the organized mineral water segment.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of
setting up 4 new plants on the anvil. The overwhelming popularity of 'Bisleri'
and the fact that it was the pioneer of the bottled water industry in India has
made it synonymous to Mineral water and a household name. So naturally
'When you think of bottled water, you think Bisleri'.
Rigorous Research and Development and stringent quality controls have made it
market leaders in the bottled water segment. Bisleri has always been committed
to offering every Indian pure and clean drinking water. Hence Bisleri water is
put through multiple stages of purification, ozonisation and is hygienically
packed for final consumption.

To maintain strict quality controls in every unit, Bisleri not only purchase caps
from approved vendors, but also manufacture own bottles, in-house. To be at
par with International standards, they have recently procured the latest state-ofthe-art machinery which has not only helped them improve packaging quality
but has also reduced raw material wastage and doubled production capacity.
One can rest assured that they are drinking safe and pure water when they
consume Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet
taste of Purity!

Company Background

14

In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first


brought the idea of selling bottled water in India. It started a company called
Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought
over the brand. In those days, Bisleri packaged drinking water was available in
glass bottles.
Being a returnable package owing to various other problems such as breakage
and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl
Chloride) bottles. After this plastic packaging was introduced, things started to
change, and sales increased rapidly.
The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off
the Parle stable of brands, including Thumps Up, Limca and Gold Spot.
Recognising the potential of the packaged drinking water market, he then went
on to concentrate on making Bisleri a top selling brand in India.

The Present
It was around the year 1995, when Parle Exports took charge of the brand
operations and the business took off in the market. With factories across India
and a strong distribution network, Bisleri established itself as a force to reckon
with in the domestic packaged drinking water market.
Earlier the packaged drinking water market consisted of five star hotels, tourists
and foreigners. As a marketing strategy, a conscious decision was taken by the
company that only 40% of the sales should come from these outlets and 60%
from general market, i.e. paanwallas, street shops, general stores and even nontourists.
This brought about a sea change in the perception in the consumer's mind about
consumption of Bisleri. Earlier, drinking bottled water was considered to be
more of a status symbol. That thinking has slowly changed to the point where
today, not drinking Bisleri is considered as being behind the times. Such has

15

been the presence and penetration of the Bisleri brand in the bottled water
segment.
About few years ago, in 1998, a strategy was adopted to concentrate
aggressively on the home market. The habit of boiling water or using electronic
gadgets was not adequate, since the source of water itself was unreliable.

Future Plans
Bisleri was the first to market bottled water in a totally virgin market and
naturally people associate the brand with bottled water. Now Bisleri is perhaps
already ten steps ahead of its competitors and will endeavor to widen its gap in
the times to come.
Bisleri's brand positioning stresses on pure, clean and safe drinking water.
Some of the future plans to maintain the top spot that Bisleri commands in the
Indian market are:

New pack sizes in bottles and cups

Increase the distribution network with an investment of over 200


crores

Strengthen presence in traditionally weak areas by setting up 12 new


bottling facilities at a cost of Rs. 150 crores.

While the controversy over European standards is going on in India, Bisleri, the
acknowledged Indian market leader, is now set to sell still and sparkling waters
in Europe and America.
Bisleri is confident of entering the European market and has been tested by the
Central Food & Technology Research Institute (CFTRI), Mysore. The CFTRItested Bisleri water using European standards and found 'not detected' for all
pesticides specified.

16

This European launch will silence critics who had raised issues concerning
Bisleri's water quality, a company press release said. The company stands proud
by its high international quality and has the confidence to take the European
market by storm.
Says Parle Bisleri chairman Ramesh Chauhan: "The fact that we have reached
out to international markets is an acknowledgement of our quality and our
penchant for safety and purity."
It has developed 8 unique pack sizes to suit the need of every individual. It is
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. Till date the
Indian consumer has been offered Bisleri water, however in its effort to bring
something refreshingly new, it has introduced Bisleri Natural Mountain Water water brought from the foothills of the mountains situated in Himachal Pradesh.

Hence its product range now comprises of two variants: Bisleri with added
minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonised & finally
packed for consumption. . Rigorous R&D & stringent quality controls has made
it the market leader in the bottled water segment. Strict hygiene conditions are
maintained in all plants.

In its endeavor to maintain strict quality controls each unit purchases performs
& caps only from approved vendors. It produces its own bottles in-house. It has
recently procured the latest world class state of the art machineries that put it at
par with International standards. This has not only helped it improve packaging
quality but has also reduced raw material wastage & doubled production
capacity.
17

The company that recently launched its premium brand with medical values
Vedica, is expecting a 50 per cent growth in sales from this brand.

Promoters
Parle was established in 1929 as a confectionery manufacturing unit by late Shri
Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri Jayanti
Lal Chauhan, a MIT and MBA Graduate from University of Boston, USA, took
over the helm of the Group. It was due to his foresightedness the group bought
Italian Mineral Water Company Bisleri in 1969 that has grown to become the
Leading Brand BISLERI in Indian market. Presently BISLERI enjoys number
one position in the water market.

The Group also was a pioneer in Indian market for introducing aerated drinks
like Thumps up, Limca, Citra and Gold Spot. These products were later sold to
MNCs in 1993. Presently the focus of organization is on packaged and mineral
water marketed under the brand name Bisleri.

Bisleri International Pvt. Limited (BIPL) has the history of being the undisputed
leader with constant growth and development in an ever-changing environment.
Bisleri International Pvt. Ltd is 40 years old. It has presently 8 own
manufacturing units, 11 franchisee and 32 contract packing facilities across
India. We will be expanding the business to reach far & wide. Our plants are
now equipped with sophisticated machinery & state of the art technology.

18

Price and various pack size of Bisleri


Bisleri believes in value marketing. It is exactly opposite of what other brands
stands for. Other brands are pushing volume by sacrificing value. Bisleri is
sacrificing volume for value. . However the company after three years in the
market has come down to mass marketing. Now it is targeting all the segments
in the market. It is even concentrating on the rural areas now.
Price of its various pack size are as follows:Packsize

no.of bottles

Retailers price (Rs.)

MRP(per bottle)

250 ml

24

115

Rs.6

250 glass

24

80

Rs.4

500 ml

20

140

Rs.10

1 ltr.

12

115

Rs.15

1.5 ltr.

12

160

Rs.20

2 ltr.

160

Rs.25

5 ltr.

35

Rs.40

10 ltr.

43

Rs.50

20 ltr.

60

Rs.70

Soda

24

260

Rs.15

Mountain

12

130

Rs.20

Vedica

12

140

Rs.25

19

BISLERI 20 LITRE JAR


Prevention is the best cure, switch to Bisleri today
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/-

20

Bisleris Vision
Its vision is to be the dominant player in the branded water business where the
second player is less than 20% of its business.

Bisleris Mission
It is in the business to serve the customer. He is the most important person. He
is the only one who pays. He deserves the best quality and presentation at a
worth of the price. It must have world class quality, at the lowest production &
distribution cost. This will make it an unbeatable leader, and will have satisfied
loyal customers.
Bisleris values
Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and Openness
& Transparency.

The Journey till Now


1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri.
Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales
urge.

21

Mid-1980s: Switches to PET bottles, which meant more transparency and life
for water.
1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to
Coca-Cola for Rs.400 crore.
1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.
1998: Introduces a tamper-proof and tamper-evident seal.
2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre
to Rs 2 a litre.
2000: BIS cancels Bisleri's license of water bottling in Delhi since some of the
bottles did not carry ISI label; the license is restored one-and-a-half months
later.
2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG
show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.
2003: Bisleri says it plans to venture out into Europe and America to sell bottled
water.:

2006: Launch of Natural Mineral Water to increase the product portfolio.

2007: Introduced 250ml attractive bottles.

2008-2010: May introduce energy drinks and flavored water.

22

3. Research Objectives and


Hypotheses

23

OBJECTIVE
1. Ascertain the awareness level of BISLERI and its distinct image
towards 20 litter jar.
2. To find out how does BISLERI fair in the Awareness and recall level
as compared to the major competitor.
3. To find out the preference level of respondents regarding Bisleri
Brand of 20 litter jar.
4. To understand and realize the needs and wants of consumers and
how to fulfill them.
5. To study the satisfaction and to understand the current market
scenario.

24

4. Research Methodology

25

RESEARCH METHODOLOGY
Research is simply define as a search for facts. It is an investigation of any
organization. So Marketing research as the systematic design, collection of data
and findings relevant to specific marketing situation facing the company.
Research comprises defining and redefining the problems , formulating
hypothesis or suggested solutions, collecting , organizations and evaluating
data, making deductions and reaching conclusion and at last carefully testing the
conclusions whether they fit the formulating hypothesis.
Research methodology is a procedure designed to the extent to which it is
planned and evaluated before conducting the inquiry and the extent to which the
method for making decisions is evaluated before conducting the inquiry and the
extent to which the method for making decisions is evaluated. The research
methodology if scientifically developed enables the research to establish with
high degree of confidence, cause and effect relationship between the research
between the research activities and observed outcomes.

26

MARKET RESEARCH PROCESS-

Step-1 Define the problem and research objective


Step-2 Collect the information
Step-3 Analyze the information
Step-4 Present the finding
Step-5 Make the decision.

27

RESEARCH DESIGN
A research design is the overall plan on programme of research. It includes an
outline of what the investigator will do from writing the hypothesis and their
operational implications to the final analysis of data Market research projects
are designed as either (exploratory research or conclusive research) depending
upon the objective of study.
The objective of the exploratory research is to seek new ideas and to discover
new relationship between different set factors in a way that will permit of
specific hypothesis.
To find out there hypothesis, study of secondary sources of information, survey
of knowledge persons on case studies are conducted.
Conclusive research provides information which helps in decision making; such
research requires identifying cause and effecting relationships. This can be done
by case study and experimentation.
The present marketing research is more less an exploratory research as its
objectives are aimed to find new ideas
also the information required was obtained through methods of exploratory
research.
survey

of

The

information

water

(Bisleri)

has

consumers,

been

gathered

retailers,

confectionary

Overall the research which was used as a prototype for his market
Research analysis is:

Define research problem.

Review concepts and theories.

Formulate hypothesis.

Design research.

Collection of data.

Analysis of data
28

from

the
shops.

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.

REQUIREMENT OF DATA
Two types of data have been collected for analysis.

PRIMARY DATA
It has been collected with the helps of structured non-disguised questionnaire
which were personally administered to respondent. Both closed and open ended
questions were used to get the designed information. Questionnaires were
designed for both consumers and retailers. Important scales and ranking
methods were used for collecting the primary data.

SECONDARY DATA
It has been collected with the help of Internet and oral discussion.

29

Data Collection Method and Instrument


It is necessary for a researcher to define conceptual structure which research
would be conducted. The function of research design is to provide for the
collection of relevant evidence with minimal expenditure of efforts, time and
money. In this research the research design was as follows:-

1) Time available for the research is everyday of the week.

2) The means of obtaining the information is through :


Primary data like questionnaire
Secondary data like magazines, net and Pamphlets etc.

30

PROCEDURE OF DATA COLLECTION

Data compilation is an intermediate stage between data collection and analysis.


Data compilation involves classification and summarization in order to make
data amenable to analysis.
In dealing with any problem, once the sample has been selected the data must
be collected from the sample population. There are several ways of collecting
appropriate data which differ considerably in context of money cost, time and
other resources. They can be broadly classified in to two categories.

Two sources to collect data are namely:


1. Primary Source
2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA


Primary data are measurements observed and recorded as part of an original
study, when the data required for a particular study can be found neither in the
internal records of the enterprise, nor in published sources, it may become
necessary to collect original data, i.e. to conduct first band investigation. The
work of collecting original data is usually limited by time, money and
manpower available for the study. When the data to be collected are very large
in volume, it is possible to draw reasonably accurate conclusions from the study
of a small portion of the group called sample.
31

The Primary Data that I collected were the first hand information which I
received through personal interviews with the consumers and through
questionnaires. This data gave the most vital information for making my
analysis of the prevailing purchasing behavior of the consumers.
The actual procedures used in collecting data are essentially the same whether
all the items are to be included or only some items are considered.
There are basically two methods of obtaining primary data, namely:
o Questionnaire
o Observation
Questioning, as the name suggests, is distinguished by the fact that data are
collected by asking questions from people who are through to have the desired.
Questions may be asked in person, or writing. A formal list of such questions is
called a questionnaire.
When data are collected by observation, the investigator asks no questions,
instead, he observe the objects or actions in which he is interested. Sometime
individuals make the observations, on other occasions; mechanical devices
observe and record the desired information.

B. Designing the questionnaire


The success of the questionnaire method of collecting information depends
largely on the proper designing of the questionnaire. Designing questionnaire is
32

a highly specialized job and requires a great deal of skill and experience. It is
difficult to lay hard and fast rules to be followed in this connection. Although
much progress has been made, the designing of questionnaires is still very much
an art.
This method of data collection is quite popular, particularly incase of big
inquiries. It is being adopted private researchers, and workers, and private and
public organizations and even government. In this method a questionnaire is
sent (usually by post) to the persons concerned with a request to answer the
question and return the questionnaire.
SECONDARY SOURCE OF DATA COLLECTION

Secondary Data involved in my research were the information that I collected


through the various broachers and pamphlets of the company, which were
provided to me during the analysis.

INTERNAL SOURSESInternal data refer to the measurements that are the by-products of routine
business record keeping like accounting, finance, production, personnel, quality
control, sales, R & D etc.
Since the internal data originate within the business, collecting the desired
information does not usually offer much difficulty. The particular procedure
depends largely upon the nature of facts being collected and the form in which
33

they exist. The problem of collection is primarily that of having the proper
record made at the time the information is secured. The information wanted is
frequently to be found in more than one department of the business, which
increases the difficulty of getting just the information one wants.
Company profit-loss statement
Balance sheet
Sales figure, Sales-call report
Invoice, Inventory records
Research reports.
B. GOVERNMENT PUBLICATIONS
Marketing information guide
Country and city data book
Industrial outlook
Statistical abstract of the United State
C. PERIODICALS AND BOOKS
Business periodicals index
Marketing journals
Trade magazines include Advertising Age, Sales & marketing
management.
Business magazines include Business week, Fortune, Forbes, The
Economis
34

SAMPLING
The sampling is the study or research conducted on either a small part of
population or other things (Area, Product) which has to be surveyed.
A brief idea about sampling for this research consisting of its different
parameters like
SAMPLING PROCEDURE- how should the respondents be chosen.

SAMPLE DESIGN
It is definite plan for obtaining a sample from a population dealing with 20 litter
jar. The type of sampling used is random sampling used is random sampling
design (RSI). The respondent in the sample include consumers and retailers.
The sample design which has been use in this project report is Convenience
sampling and descriptive in nature.
SAMPLING UNIT :
I mainly focus the society consumer after getting the permission from
maintain manager of the different society. Mostly where the people are
more health consus and using RO or take 20 litter jar of Local Brand.
SAMPLING AREA
Here GHAZIABAD region has been taken as a geographical unit and
society consumer as an individual unit.
SIZE OF SAMPLE:
The survey was conducted of 150 consumer.
SAMPLING PROCEDURE
I held the canopy in the society there i filled up the questionneaire and taking
feedback towards 20 litter jar of bisleri brand.

35

5. Data Analysis and


Interpretation

36

BRAND AWARENESS OF BISLERI 20 LITRE JAR AMONG THE CONSUMER


BRAND AWARENESS OF BISLERI 20ltr. JAR AMONG THE CONSUMER
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Aware

84

56.0

56.0

56.0

Not Aware

66

44.0

44.0

100.0

150

100.0

100.0

Total

Figure:- Showing the brand awareness of BISLERI among the customers.


INTREPRETATION:-From the above table we can interpret that only 84

respondent out of 150 (i.e. 56%) are aware and rest 66 respondents (i.e.44%) are
not aware of the brand BISLERI in 20ltr. Jar segment in the Ghaziabad Region
among Society Consumer.

37

SLOGAN OF BISLERI KNOWN BY THE PEOPLE


SLOGAN OF BISLERI KNOWN BY THE PEOPLE
Cumulative
Frequency
Valid

Yes

Percent

Valid Percent

Percent

107

71.3

71.3

71.3

Cant Remember

32

21.3

21.3

92.7

No

11

7.3

7.3

100.0

150

100.0

100.0

Total

Figure:-Showing the Slogan of BISLERI Known by the people

INTERPRETATION:-From the above table we can see that only 107


respondents (i.e. 71.3%) out of 150 knows the slogan of BISLERI, 32

38

respondent (i.e. 21.3%) can not remember the slogan and rest 7.3% does not
know the slogan.

Media influence in deciding the Bisleri Brand


SOURCE OF ADVERTISEMENT WHICH DRAW MOST ATTENTION
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Television

36

24.0

24.0

24.0

Pomp lets & banners

84

56.0

56.0

80.0

News papers

30

20.0

20.0

100.0

150

100.0

100.0

Total

The table show that the number of respondents they know through this media.

INTERPRETATION:-From the above table we can see that only 36


respondents (i.e. 24%) out of 150 knows through Television and 84
39

respondents (i.e. 56%) knows through pamplets and banner, also we can
see 30 respondent (i.e. 20%) knows through Newspaper.
USER OF RO
USERS OF RO
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Yes

72

48.0

48.0

48.0

No

78

52.0

52.0

100.0

150

100.0

100.0

Total

Figure:-Showing the usage of RO connection for Drinking water at home.

40

INTERPRETATION: - From the above table we can see that out of 150

respondents only 72 respondent (i.e. 48%) used the RO connection and rest 78
(i.e. 52%) does not use the RO connection in the Ghaziabad region.

USER OF 20 LITER JAR OF WATER


USER OF 20LTR. JAR OF WATER
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Yes

84

56.0

56.0

56.0

No

66

44.0

44.0

100.0

150

100.0

100.0

Total

INTERPRETATION

41

As per as our survey we found out that 56% consumer are preferred 20 liter jar
for drinking water at home and 44% consumer were not used 20 liter jar for
drinking.those consumer are not preferred 20 liter jar they used RO.

USER OF BISLERI 20 LITER JAR


USER OF BISLERI 20 LTR JAR
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Yes

48

32.0

32.0

32.0

No

102

68.0

68.0

100.0

Total

150

100.0

100.0

Figure:-Showing the user of Bisleri 20liter Jar

42

INTERPRETATION

From the above table we can see that out of 150 respondents only 48 (i.e. 32%)
consumer were use Bisleri 20 liter Jar and 102 respondent out of
150(i.e.68%)were go for other local 20 liter water. Local water are available at
low price and distribution were also good.

Comparing the brand preference of Bisleri with Others


Cumulative
Frequency
Valid

Bisleri
Kingfisher
Kinley
Aquafina
Others
Total

Percent

Valid Percent

Percent

55

36.7

36.7

36.7

6.0

6.0

42.7

18

12.0

12.0

54.7

6.0

6.0

60.7

59

39.3

39.3

100.0

150

100.0

100.0

INTERPRETATION

43

Above from the table we can see that most of the consumer As compared to
the premium brands like Aquafina, Kinley, one of the major reason affecting
Bisleri sales is selling of local brands like Deer Park, VOLGA, Aquacool,
Kampbell, Oxygizer, Mount Kailash, Aquafresh, Tulsi water, Shivam,
Kwencher, Jal which are the prominent ones among others.

Number of Time Advertisement seen by People


NUMBER OF TIME ADVERTISEMENT SEEN BY PEOPLE
Cumulative
Frequency
Valid

Every day

Percent

Valid Percent

Percent

3.3

3.3

3.3

In festival season

47

31.3

31.3

34.7

Weekend

18

12.0

12.0

46.7

Not seen

80

53.3

53.3

100.0

150

100.0

100.0

Total

44

INTERPRETATION:

As per the retailer survey that was conducted in Ghaziabad Region, 80


respondent out of 150 (i.e 53.3) were not seen the advertisement of Bisleri and
31.3% respondent were seen only festival time.so Bisleris advertisement
activity are so poor.

Analysing Consumer perception towards Bisleri


CONSUMER PERCEPTION ABOUT THE MINERAL WATER COMPANY BISLERI
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

An Old Established

94

62.7

62.7

62.7

Affordable

46

30.7

30.7

93.3

Highly Expensive

3.3

3.3

96.7

Others

3.3

3.3

100.0

150

100.0

100.0

Total

45

INTERPRETATION:

From the above table we can see that out of 150 respondents only 94 respondent
(i.e. 62.7%) mentioned that bisleri is an old established brand and 46 respondent
(i.e. 30.7%) clarify that Bisleri is affordable.

Influences in deciding to buy BISLERI Brand


FACTOR OF PUCHASING DECISION OF BISLERI MADE BY CONSUMER
Cumulative
Frequency
Valid

To secure our life with policy

Percent

Valid Percent

Percent

2.7

2.7

2.7

Good product and service

51

34.0

34.0

36.7

Well known company

92

61.3

61.3

98.0

2.0

2.0

100.0

150

100.0

100.0

Repetitive Advertisement
Total

46

INTERPRETATION:

As per the consumer survey that was conducted in Ghaziabad Region, 92


respondent out of 150(i.e. 61.3%) made purchase for well known company and 51
respondent (34%) buy Bisleri for good product and service. according to
respondent most of them are choose Bisleri for brand name and good product &
service.

Analysis how many consumer satisfied with the quality of water


SATISFACTION WITH THE QUALITY OF WATER
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Yes

96

64.0

64.0

64.0

No

54

36.0

36.0

100.0

150

100.0

100.0

Total

47

INTERPRETATION:

From the above table we can see that out of 150 respondents only 96
respondent (i.e. 64%) satisfied with the quality of water of bisleri and 54
raspondent(i.e. 36%) were not satisfied with the quality of water.

Analysis the rating of promotion of Bisleri given by respondent


RATING OF PROMOTION OF BISLERI GIVEN BY RESPONDENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Excellent

36

24.0

24.0

24.0

Good

60

40.0

40.0

64.0

Fair

54

36.0

36.0

100.0

Total

150

100.0

100.0

48

INTERPRETATION:

As per the retailer survey that was conducted in Ghaziabad Region, 36


respondent out of 150(24%) were told Excellent,60 respondent(40%) were gave
the rate Good and 36% consumer were told fair. we can see that the promotion
activity of Bisleri are not effective. company should need to take some effective
step to increase the revenue.
Analysis the after sales service to the consumer provided by Bisleri

AFTER SALES SERVICE PROVIDED BY BISLERI

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Yes

18

12.0

12.0

12.0

No

102

68.0

68.0

80.0

30

20.0

20.0

100.0

150

100.0

100.0

Sometimes
Total

49

INTREPRETATION

As per the consumer survey conducted in the Ghaziabad region it was found out
that 60% were not satisfied with the service provided by Bisleri and
representative are not ractified the issues related with quality of
jar,dispenser,stand & push tap etc.by Bisleri company.20% consumer were semi
satisfied with the after sales service.

Analysis the position of Bisleri in the packaged drinking water


POSITION OF BISLERI IN MINERAL WATER SEGMENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Good

64

42.7

42.7

42.7

Very Good

82

54.7

54.7

97.3

Bad

1.3

1.3

98.7

Worst

1.3

1.3

100.0

150

100.0

100.0

Total

50

INTREPRETATION:- From the above table we can see that out of 150

respondents only 64 respondent (i.e. 42.7%) said GOOD,82 respondent (i.e.


54.7%) said VERY GOOD so bisleri maintain good image in the packaged
drinking water market.consumer are very loyal towards Bisleri.

Analysis of satisfaction level of the distribution service of Bisleri

satisfaction level from the distribution services of Bisleri

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Poor

30

20.0

20.0

20.0

Average

76

50.7

50.7

70.7

Good

41

27.3

27.3

98.0

51

Very Good
Total

2.0

2.0

150

100.0

100.0

100.0

INTERPRETATION As per the survey conducted it was analyzed that 20%


consumer were told POOR about the distribution service of Bisleri, 50.7%
consumer were Average and 27.3% were told GOOD. So While the
competitors like Coke and Pepsi Co. and other local brands were very regular
with the visits to the various retailers in the region thereby gaining an edge and
building stronger relationships with the retailers and hence boosting their sales.

ANNUAL HOUSE HOLD INCOME OF RESPONDENT


Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

2-5 Lacs

60

40.0

40.0

40.0

5-10 Lac

78

52.0

52.0

92.0

Above 10 Lacs

12

8.0

8.0

100.0

150

100.0

100.0

Total

52

OCCUPATION OF RESPONDENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Service

54

36.0

36.0

36.0

Business

36

24.0

24.0

60.0

Home maker

48

32.0

32.0

92.0

Self-employed Professional

12

8.0

8.0

100.0

53

OCCUPATION OF RESPONDENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Service

54

36.0

36.0

36.0

Business

36

24.0

24.0

60.0

Home maker

48

32.0

32.0

92.0

Self-employed Professional

12

8.0

8.0

100.0

150

100.0

100.0

Total

54

6. Findings of the Study

55

Findings:
1. Bisleri has poor distribution network:
From our survey it has been clearly found out that Bisleri has a poor
distribution

network

in

some

of

the

areas

like:

Nandgram

market(Ghaziabad), Dadri, Dasna, shihani Market etc.


Reason:

Negligence of distributor.

Lack of availability of stock with the distributor. E.g. 250ml, 500ml


bottles.

Unable to deliver the stock on time (on a short notice).

Personal grudges of the retailers and the distributors.

2. Bisleri has a wide range of products brand like Vedica, Mountain,


Mineral water and from 250ml cup to 20ltr jar which are fast moving and
increases the overall sales of Bisleri.
3. Some retailers have left selling the Bisleri because margin has not given
as like other company gives.

4. Bisleri has a big brand name which is maintaining its sales:


Just because of the brand name the Bisleri water is selling.It was the 1st to start
the mineral water business in India and thus it enjoys a good positioning in the
market and with the customers.
5. Higher prices of Bisleri as compared to the competitors brands to the
retailers:

56

As compared to brands like Aquafina, KingfiHer and Kinley; Bisleri offers


lesser profit margins to the retailers and therefore Bisleri sales are dipping in
the mineral water market.
4. Higher profit margin on local brands:
As compared to the premium brands like Aquafina, Kinley, one of the major
reason affecting Bisleri sales is selling of local brands like Deer Park,
VOLGA, Aquacool, Kampbell, Oxygizer, Mount Kailash, Aquafresh, Tulsi
water, Shivam, Kwencher, Jal ,Oxyfine which are the prominent ones among
others.
5. Bisleri lacks tie ups:
As per as our survey we found out that major players in this market have tie
ups with food chains, shops, malls. Bisleri lacks in this. E.g. Spice, Shopprix,
CSM.
6. Poor visibility of Bisleri:
Bisleri has poor advertising as compared to other brands. Ads on channels
like star movies and others should be more frequent.
We hardly see any Bisleri Hoardings on the road nor is the very popular
mode of communication radio is being made much use of.
7. They are not very customer service oriented:
Bisleri is not very concerned about the brand name, not acting on the views
and suggestions of the customers: leaving customer dissatisfied.
8. Lack of accessories:
Brands like Kinley etc. offer accessories like fridges, ice box, give free bottle
with cartons.

57

7. Recommendations

58

RECOMMENDATION:

So awareness level of the consumers about BISLERI product should be


improved by installing more canopies and hoarding and a retailer
selling BISLERI product. Big banners and billboards should be
installed on main roads.

BISLERI must also come up with margin for the retailers.

BISLERI must launch promotional schemes for customers as well to


increase sales as well as to be in news.

By change the packet (carton) of bottle bisleri can increase the margin.

The C grade shops must also be catered as these are the shops from where
most of the people purchase the mineral water bottles while on their way
on the busy streets of the city.

Most importantly the delivery must be made on time. The stock must be
placed well in time to keep the retailers happy. There should be on time
service to win over the retailers and customers. This is where other brands
take over.

59

Since many retailers are complaining about the broken seal. It is


necessary that the matter is urgently looked upon and the retailers who
have the grievances must be given new bottles and it must be made sure
that it does not happen again.

If more profit margins could be provided to the retailers it will serve for
the better. However if this cannot be worked out, we must work on the
grounds of providing more of accessories to the retailers like fridges on
less security.

Visibility of Bisleri should be improved so that the customers can get


what they have been looking for. With a strong distribution network the
situation can be improved for sure.

The schemes must be offered quite often and it must be ensured that the
benefit does reach the retailer.

Advertisement to build the brand image that will provide the


required ground to establish the authenticity to the product.

Awareness programs at health club, schools & Nursing homes.

To win over the consumer belief and faith over the genuity of the
product.

60

Display of hot and cold dispensers and bottles at places like hotels,
clubs and airports where upper class group visits, as they are the
potential customers. Place like departmental stores, petrol pumps
and super bazaars can also be considered.

The company should organize camps at various part of the city also
road show to bring about the difference between mineral water and
filter/purified water and to tell the people how mineral water is
more hygienic than filtered water/purified water.

To aware people the cost benefit analysis to the customer of how the
mineral water would cost less and benefit more, because people using
purifier system cost too much.

61

8. Conclusion

62

Mr. Ramesh chauhan has observed that companys first task is to serve the
customers. Earlier BISLERI was the pioneer of the market. At present
condition, we cannot say BISLERI is the unchallengeable market leader, and
fully successful to create customers. Other unorganized sector have made their
potentially widely. They are able to position successfully in the current by
attracting potential.
Customers form an expectation of value and act on it. A buyers delight is the
function of the products perceived performance and the customers expectation.

Recognizing that high satisfaction leads to high customer loyalty quality value
and service are totality of features and characteristics of a product that bear on
its ability to satisfy stated or implied needs. Total quality is the key to value
creation and customers delight.

Hence BISLERI should take necessary action to continue bringing quality


product. First, it should participate in formulating strategies and policies
designed to help the company win through total quality excellence. Second,
they must deliver marketing quality along side margin of the retailers. Each
marketing activity marketing research, advertising, and customer service and so
on must be performed to high standards.
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.

63

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 "
Bottled water is a particularly competitive market, hence companies need to
develop diverse marketing strategies, such as accessing new markets by owning
or developing partnership with regional brands, developing new products (such
as flavored water) or by-products (such as cosmetics) and developing services
(home and office delivery of water)
Today more and more companies are coming up in the package drinking water
market as there is a lot of scope in bottle water market as seeing the increase in
Indian population. Today the people of India are very hygienic and only prefer
bottle water which increases in the scope of bottle water market.
By looking at the increasing demand of bottle water companies have to see that
they use modern marketing strategies and also come up with trendy bottles and
satisfy the wants of the consumer.
The soft target
Selling bottled water requires constantly expanding the market. The company
should also target the market for soft drinks. All the soft drinks addresses three
issues: fun, thirst and refreshment followed by status to some degree. The thirst
and the status value of the mineral water are well accepted. There is very little
the mineral water brands can do to add the fun element around the product.
Again here, it becomes important for the company to have a good distribution
network. It should be understood that if the mineral water is easily available
everywhere then it can be said with confidence that it would be able to replace
the soft drinks as thirst quencher. If we try and look at the reasons that why
consumers buy soft drinks as thirst quenchers: we would find the answer as that
either water is not available or if it is available then safety is not assured.

64

Therefore, backed by a good distribution network mineral water industry can


grow at a rapid rate.

References

65

REFERENCE
In this report, while finalizing quality problem in details the following Books,
Magazines & web sites have been referred. All the material detailed below
provides effective help and a guiding layout while designing this text report.
PERSONS REFERENCE
Lecturer Mis Istuti Dr. Aakanksha Uppal (Faculty guide)
Assistant Sales Manager of Bisleri Mr. Syed Farid Ali (External
guide)
Marketing Officer of Bisleri Mr. Anil Dhankhar (External guide)
Marketing Executive of Bisleri Manoj Yadav (External guide)
BOOK REFERENCE

Marketing Management By PHILIP KOTLER

Research Methodology By C.R. KOTHARI

Consumer Behavior By GUPTA and PAAL

WEB SITES

www.bisleri.com

www.google.com

www.ask.com

66

Annexure

67

QUESTIONNAIRE

1.. Gender
Male

Female

2. Qualification
Up to 10th

Up to 10+2

Graduate

Post graduate and above

3. Occupation
Service

Student

Business

Home maker

Self-employed Professional

Other

4.. Annual household income


Less than 2 Lac

2-5 Lacs

5-10 Lac

Above 10 Lacs

5.. Are you using RO in your home?

Yes

No

6..Do you using 20 litre jar of water for drinking at your home?
68

Yes

No

7. Are you aware of the brand BISLERI 20 litre jar?


Aware

Not Aware

8. Using which Brands water for drinking at home?


Bisleri
Kingfisher
Kinley
Aquafina
Others
9.. Are you satisfied with the Quality of Water which you are using?
Yes
No

10. Do you know the slogan of BISLERI?

Yes

Yes

Cant Remember

No

11. How did you decide to purchase product and services in Bisleri?
To secure our life with policy
Good product and service
Well known company
Repetitive Advertisement

69

12. Please specify your satisfaction level from the distribution services of
Bisleri?
Poor

Average

Good

Very Good

Excellent
13.How did you come to know about Bisler?
1) Television

2) Magazines

3) Pomp lets & banners

4) News papers

14. What do you think about the Mineral water company Bisleri ?
An Old Established

Affordable

Highly Expensive

Others

15. Do you think issues related with quality of jar,dispenser,stand & push
tap etc. are ractify by Bisleri company?

(a)Yes

b) No

c) Sometimes

16. What is the position of BISLERI in a packaged drinking water market?


Good

Very Good

Bad

Worst

17. How do you rate the Promotions of Bisleri?


Excellent

Good

Fair

Poor

70

18. Are you user of Bisleri 20 litter jar?

Yes

No

19. How often you have watched Bisleri advertisement?


1) Every day
2) Weekend

2) In festival season
4) Not seen

20.If you and to give any suggestion to improve Bisleri and its
advertisement?

....

71

72