MARKETING STRATEGIES ADOPTED BY MINERAL WATER

INDUSTRY

[A CASE STUDY OF AQUAFINA]

Submitted by:
Students Name: MAYANK KESARWANI
Class: B.COM(H)
Enrolment no: A7004614045
Specialization: MARKETING

Under guidance of:

Faculty Guide :
Designation:
Organization: ABS,LUCKNOW

(TERM PAPER REPORT IN PARTIAL FULFILLMENT OF THE AWARD

OF BACHELOR OF COMMERCE HONOURS (2014-2017).

AMITY BUSINESS SCHOOLAMITY UNIVERSITY UTTAR PRADESH

LUCKNOW
 DECLARATION

Title of project report: The Marketing Strategies Adopted by AQUAFINA

I understand what plagiarism is and am aware of the University’s policy in this regard

I declare that

(a) The work submitted by me in partial fulfillment of the requirement for the award of
degree BACHELOR OF COMMERCE assessment in this TERM PAPER is my own;
it has not previously been presented for another assessment.

(b) I declare that this PROJECT REPORT ON MARKETING STRATEGY ADOPTED BY

AQUAFINA is my original work. Wherever work form other source has been used, all
debts (for words data, arguments and ideas) have been appropriately acknowledged and
referenced in accordance with the requirements of NTCC Regulations and Guidelines.

(c) I have not used work previously produced by another student or any other person to
submit it as my own.

(d) I have not permitted, and will not permit, anybody to copy my work with the purpose of
passing it off as his or her own work.

(e) The work conforms to the guidelines for layout, content and style as set out in the
Regulations and Guidelines.

Date: ------------- Name:MAYANK KESARWANI

Enrolment no: A7004614045

Programme Name :B.COM(H)

 FACULTY CERTIFICATE

Forwarded here with a summer internship report on “MARKETING STRATEGIES

ADOPTED BY AQUAFINA ’’ submitted by MAYANK KESARWANI Enrollment NO
A7004614110 student of BCOM(hons) 1st Semester 2014-15

This project work is partial fulfillment of the requirement for the degree of Bachelor of
Commerce (H) from Amity University Lucknow Campus, Uttar Pradesh.

Mr.

AMITY UNIVERSITY,
LUCKNOW CAMPUS
UTTAR PRADESH
 STUDENT CERTIFICATE

Certified that this report is prepared based on the summer internship project undertaken by me in

Aquafian LTD. from 15th January 2014 to 15th Feburary 2014, under the able guidance of Asst.

Professor in partial fulfillment of the requirement for award of degree of Master of Business

Administration BCOM(hons) Ist SEM from Amity University, Uttar Pradesh.

Date.______________
 AMITY UNIVERSITY, LUCKNOW
INTERSHIP PROGRAM AND CONFIDENTIALITY AGREEMENT

This AGREEMENT is between the office of the register Amity university Lucknow and
MAYANK KESARWANI a student presently studying at the B.COM(HONOURS)

The student named above desires to undertake summer internship / training program as intern in
the institute / Department / Center ABS Amity University as a part of his studies. The competent
authority of the institute where the student is presently studying has officially recommended the
student, confirming his antecedents, track record and good moral character.

CONFIDENTIALITY:

Confidential information means any information of a secret or confidential nature relating to the
internship / training workplace. Confidential information may include, but is not limited to, trade
secrets, proprietary information, customer information, customer lists, methods,plans,
documents, data, drawings, manuals, notebooks, reports, models, inventions, formulas,
processes, software, information system, contracts, negotiations, strategic planning, proposals,
business, alliances, and trading materials and / or any other intellectual property of the
University.

The student / intern agrees to observe the confidentiality requirements of the Amity University,
its Disciplinary procedure in all respects and any additional requirements set out by the Amity
University. Specifically, the students / intern agrees to observe confidentiality in the following
respects.

As University intern, I agree that:

1. I will use confidential information only as needed by me to perform my legitimate duties
as intern. This means, among other things that.
B. I will not seek confidential information for which I have no legitimate need to know,
C. I will not any way divulge share, copy, release sell loan revise, alter or destroy any
confidential information except as properly authorized within the scope of my internship:
D. I will not misuse confidential information or carelessly care for confidential information;
and
E. I will strive to protect the privacy of all confidential information that I come into contact
with.
2. I will safeguard and will not disclose my access code or any other authorization I have
that allows me to access confidential information. I accept responsibility for all activities
undertaken using my access code and other authorization.
3. I will report to my Head / supervisor activities by any individual or entity that I suspect
may compromise the confidently of confidential. Reports made in good faith about
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identity of the individual reporting the activities;
4. I will be responsible for my misuse or wrongful disclosure of confidential information
and for my failure to safeguard my access code or other authorization to access
confidential information. I understand that I have no right or ownership interest in any
 confidential information referred to in this agreement. The University may at any time
revoke my access code, other authorization or access or confidential information. At all
time during my internship with AmityUniversity, I will act in the best interests of PMC.

I have read and understand the above definition of “ confidential information “ I agree that I
will not at any time, both during and after my enrollment in University Internship,
communicate or disclose confidential information to any person corporation or entity.
It is understood that any breach of confidentiality will result in immediate termination of the
internship and that a report of the breach will be made by the concerned Head of Institution.

HAVE READ THE ABOVE CONFIDENTIALITY AGREEMENT AND AGREE TO ITS

TERMS.

AGREED ________________________ (SIGNATURE)

MAYANK KESARWANI
________________________ (DATE)

Signature of Authorized signatory of the institution

(Institution deputing the students)

ACCEPTED

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AMITYUNIVERSITY, UP
LUCKNOW

TABLE OF CONTENTS:
Acknoweldgement
 CHAPTER -1:
Introduction
About the industry
Company profile
Marketing Strategy

Packaging and Distribution

 CHAPTER 2:
Marketing Mix
PEPSICO’S CORPORATE STRATEGY
Product Profile
 CHAPTER 3:
Method of study
Research Design, Research Design, Tools and Instrument Used for the Study, Procedure
and data collection
Findings and Statistical Analysis
 Summary
 SWOT analysis
 Recommendation
 Limitations
 Bibliography
 Questionnaire

ACKNOWLEDGEMENT

I am sincerely grateful to Asst. Professor Mr. DHARMENDRA PANDEY (Project Faculty

Guide), underneath whose steerage I actually have with success completed this project and
time spent with him had been a good learning expertise.
 I think his constant encouragement, heat responses and for filling each gap with valuable
ideas has created this project flourishing. He created it doable on behalf of me to place all my
theoretical data to figure out on the topic: “MARKETING STRATEGIES ADOPTED BY
MINERAL WATER INDUSTRY.

A mammoth project of this nature needs mental object, skilled facilitate and encouragement
from many of us. I'm extremely grateful to any or all of them for his or her facilitate and
encouragement. I want to acknowledge our nice debt to any or all of them whose ideas and
contribution influenced me to finish the project work.

MAYANK KESARWANI
B.COM(H)1ST SEM

CHAPTER 1

INTRODUCTION
Water is that the necessary|most vital|most significant} liquid within the world and important
essential unit of life. while not water, there would be no life, a minimum of not the method we all
know it. In today's living condition, the requirement for Pure drinkable is changing into the
problem for the folk. Eighty p.c of the human metabolism consists of water. this can be the
explanation why ninetieth of human diseases square measure water borne. There square measure
three styles of water impurities, that square measure root reason behind water borne diseases. 1.
Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral
Content. There square measure fast changes that square measure going down in the environment
since long and also the air and also the pollution is on a rise. the most supply of drinkable is
stream and downstream that even have not been able to escape the pollution. once a client
became tuned in to the issues caused by pollution the market saw associate advent of ceramic
water filters, that filters the dirt and suspended particles however dissolved impurities and
microbiological impurities aren't cleared out. The mineral balance is additionally not maintained.
1980's witnessed a lot of changes by a faucet attachment whereby Iodine organic compound is
employed to filter the water. It deactivates microbiological impurities to associate extent however
has aspect effects attributable to iodine and it doesn't watch out of dissolved impurities mineral
balance. Late 1980's witnessed radical Violent primarily based apparatus, that filters dirt and
deactivates bacterium to a good extent. It maintains the odor and color of water however doesn't
filter the dissolved impurities and mineral particles. therefore came advent of drinking water.
Historically, the requirement for refined water at intervals Indian homes had been unbroken all
the way down to a minimum. basically, there have been 3 styles of water that was used for
various functions. the primary kind was used for remotion. The second kind, that was used for
cookery, was cleaner and unbroken lined. The third kind was the cleanest – drinkable – and was
fairly often stewed before use. Since a mean family required atiny low amount, less than 5 or six
liters every day, stewed and filtered water had been a convenient resolution for a few time .The
fallouts were obvious. Its troublesome to persuade the those that purification system was well
worth the value. There was no visible thanks to demonstrate the profit. The otherwise asleep
market began to alter once firms like Eureka Forbes targeted the workplace section, whereas the
drinking water players went when travelers. activity was the sole company, that had any live of
success in getting into homes with Zero-B. however clean drinkable came back on the national
agenda a bit later. Around 1989, drinkable became a problem once more. Around early
Nineties,Time did a story on Asian nation as a key rising market which was the trigger for all the
players eyeing this market.

PepsiCo Inc is an American multinational corporation headquartered in Purchase, New York,

United States, with interests in the manufacturing, marketing and distribution of grain-based

snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of

the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake

product Pepsi to a broader range of food and beverage brands, the largest of which include an

acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 – which added

the Gatorade brand to its portfolio as well.

As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1 billion each, and

the company’s products were distributed across more than 200 countries, resulting in annual net

revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage

business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest

food and beverage business. Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo

since 2006, and the company employed approximately 285,000 people worldwide as of 2010.

HISTORY:

The recipe for Pepsi, the soft drink, was first developed in the 1890s by a New Bern, North

Carolina pharmacist and industrialist, Caleb Bradham, who named it "Pepsi-Cola" in 1898. As

the cola developed in popularity, he created the Pepsi-Cola Company in 1902 and registered a

patent for his recipe in 1903.[3] The Pepsi-Cola Company was first incorporated in the state of

Delaware in 1919.[4] The company went bankrupt in 1931 and on June 8 of that year the

trademark and syrup recipe was bought by Charles Guth who owned a syrup manufacturing

business in Baltimore, Maryland. Guth was also the president of Loft, Incorporated, a leading
candy manufacturer and used the company's labs and chemists to reformulate the syrup. He

further contracted to stock the soda in Loft's large chain of candy shops and restaurants, which

were known for their soda fountains, used Loft resources to promote Pepsi, and moved the soda

company to a location close by Loft's own facilities in New York City. In 1935 the shareholders

of Loft sued Guth for his 91% stake of PepsiCo in the landmark Guth v. Loft Inc.. Loft won the

suit and on May 29, 1941 formally absorbed Pepsi into Loft, which was then rebranded as Pepsi

Cola Company that same year. (Loft restaurants and candy stores were spun off at this time.) In

the early 1960s the company product line expanded with the creation of Diet Pepsi and purchase

of Mountain Dew.

MISSION AND VISION:

Our mission is to be the world's premier consumer products company focused on convenient

foods and beverages. We seek to produce financial rewards to investors even as we provide

opportunities for growth and enrichment to our employees, our business partners and the

communities in which we operate. And in everything we do, we strive for honesty, fairness and

integrity.

PepsiCo's responsibility is to continually improve all aspects of the world in which we operate –

environmental, social, economic – creating a better tomorrow than today.

Our vision is put into action through programmes and a focus on environmental stewardship,

activities to benefit society and a commitment to build shareholder value by making PepsiCo a

truly sustainable company.

MARKETING STRATEGY
It is complete an unbeatable arrange designed specifically for attaining the promoting objective
of a firm. The promoting objective indicate what the firm wish to deliver the goods. The
promoting strategy provides the look for achieving them the linkage between promoting ways
and over all company success is so direct and important. Realizing the promoting objectives is
that the purpose of 2 generic classes .
1. value primarily based
2. Differentiation primarily based price primarily based promoting strategy A business that opts
for the value route in its competitive battle can relish sure flexibilities in matter of its product and
use costs as main competitive level . it'll value its product to suit the variable competitive
demands . it'll be enjoying sure inherent value blessings , which allows it to resort a value
primarily based fight . the most important forms wherever such value advantage will happens
square measure economies of sale , absolute value blessings ,. advantages of early entry an
oversized market share build over a time . it provides freedom within the matter of rating
however when manufacturing a specific product and obtaining stuck within the face of the
competition , one can't with success choose for a value crystal rectifier strategy . The
differentiation primarily based strategy marketing strategy supported differentiation works on the
principle that any side of the provide and any activity of the firm will be created distinctive
compared with the competiting offers. Right from technology, plant location to post sale and
repair an organization will noticeably differentiate and lots of vendee values. firms typically opt
for those functions , that offer them the best relative advantage. Different corporations adopts
completely different strategy stances as their situational style differ- generally strategy stances
will be classified underneath 3 heads-

1- Offensive Strategy- Offensive Strategy additionally called confrontation strategy , could

be a strategy of aggression. A firm that's not presently the leader typically employs it,
however it aspires to leadership position within the trade.

2- Defensive Strategy- The leader UN agency has the compulsion to defend his position
against the confrontation of powerful existing competitors or to dislodge the leader from
his top position typically employs it.
 3- Niche Strategy- A firm pactising the niche strategy neither confronts different nor defends
itself. It cultivates atiny low market phase for itself with distinctive product / services
supported by a novel promoting combine. Formulating the promoting Strategy-
Formulating the promoting strategy consists of 2 main steps- 1- Selecting the target
market- It doesnot totally bring out the import of the inseperable linkage between the 2.
once the choice of the target market is over a crucial a part of the markrting strategy of
the firm is already determined, outlined and expressed. 2- Assembling the promoting mix-
collection the promoting combine suggests that collection the four p’s of selling within
the right combination. The firm must establish however it will generate the most effective
sales and profit. It plans completely different promoting mixes with variable levels of
expenditure on every component and tries to work out the effectiveness of every
combination in terms of the potential sales and profit.

PACKAGING
Variety is spices of life. these days for any business concern to achieve success it's to supply its

client with the differentiated product that's a worth purchase for them. so as to cater to yhe ever-

changing wants of the client the business should unendingly pop out with the variants of the

merchandise so it will target the utmost segments. these days aquamarine Minerals offers a

spread of packaging options: one litr, 2 litr, 5 litr, 20 litr. The five cubic decimeter bottles account

for thirty five take advantage of sales showing a growing health concern among the Indian

society. one cubic decimeter bottles account for half-hour of the share . The 2 cubic decimeters

bottle introduced to slowly and steady replace the standard one litre bottle. The five cubic

decimeter packs, launched in dec 1999 in Goa, currently out there all over.

Distribution

It’s obvious that convenience holds the key to the market .For any product to achieve success yhe

distribution system needs to be particular. massive tracts of the country haven't been explored by

the national brands, that explains the proliferation of smaller brands. Aquafina’s strategy is to

make a direct distribution system at associate degree all Asian nation level which means serious
investment In company owned trucks and carts, this may create it the biggest fleet owner within

the country. Aquafina has around 40,000 stores within the country with concerning 10,000 every

within the Delhi and other city. It is meant to be exaggerated this no. to 10,00,000 so as to

expand brands reach. The company can invest just about Rs.100cr. to acquire 100 trucks and rent

same no. of sales individuals . the corporate plans to own its own distribution network in places

wherever it's its own plant.

CHAPTER 2

MARKETING MIX

4P’s AND 4C’s OF PEPSICO

PRODUCT CONSUMER

PRICE COST

PLACE CONVENNIENCE

PROMOTION COMMUNICATION

Products

 Pepsi
 Diet Pepsi
 Pepsi Twist
 7 Up
 Diet 7 Up
 7 Up Cherry
 Miranda (Orange & Apple)
 Mountain Dew
 Aquafina
 Fig:pepsi co products

Prices

PepsiCo has adopted a market penetration price at the time when it was introduced. Coca cola

covered the large market but now the prices of PepsiCo is same as of its competitors,

Places

PepsiCo has 730 plants working correctly around the world and in USA and Canada 200 plants

are working there rest 530 are working in other countries of the world.

Promotion

PepsiCo does its promotion through media; electronic media as well as print media through

flyers, by sponsoring cricket matches and in many other places. Promotion is also done through

print media.

The PepsiCo have signed some agreements with a very strong and expanded retailers such as

Pizza hut and KFC when you go to Pizza hut or KFC you will find only the PepsiCo products

and nor its competitors products. These agreements are based on the Incentives that PepsiCo

offers to these retailers.

PepsiCo has continued using product endorsement by using TV Actors/ Models and cricketers in

order to promote their Products.

PEPSICO’S CORPORATE STRATEGY

PepsiCo was the world’s largest snack and beverage company. More exactly the company’s

corporate strategy had diversified the company into salty and sweet snacks, soft drink,

orange juice, bottled water, ready to drink tea and coffee... About picking new industries to enter

and deciding on the mean of entry, PepsiCo used related diversification through acquisition and

merger to quicker launch a brand-new operation, hurdle entry barrier as acquiring technology

know how, establish supplier relationships, match rival’s efficiency… and to move directly to the

task of building a strong market position. As early as 1968, the company began to pursue growth

through acquisition outside snacks and beverages. A list of acquisition is 1977 acquisition

of Pizza Hut, 1978-tacobell. 1986-Kentucky Fried Chicken, Mug root beer, &UP international,

smart food ready to eat popcorn, Walker’s Crisps, Smith’s Crisps, Mexican cookie.

Purification Chart:

CHAPTER 3

METHODS ,TOOLS AND INSTRUMENTS USED FOR THE STUDY

It is necessary for a man of science to outline abstract structure that analysis would be conducted.

The perform of analysis style is to produce for the gathering of relevant proof with bottom

expenditure of efforts, time and cash. during this analysis the analysis style was as follows:-

1) Time out there for the analysis is everyday few hours of the week.

2) The means that of getting the data is through :

• Primary information.

• Secondary information.

3) There is not any price issue associated with man of science.

PROCEDURE of knowledge assortment Data compilation is AN intermediate stage between

information assortment and analysis. information compilation involves classification and

summarisation so as to create information amenable to analysis. In handling any drawback, once

the sample has been hand-picked the information should be collected from the sample

population. There square measure many {ways|ways that|ways in that} of collection applicable

information which disagree significantly in context of cash price, time and alternative resources.

they will be loosely classified in to 2 classes. Two sources to gather information square measure

namely:

1. Primary source

2. Secondary source

PRIMARY supply OF collection information the first information that I collected were the

primary hand info that I received through personal interviews with the customers and through
questionnaires. This information gave the foremost very important info for creating my analysis

of the prevailing buying behavior of the customers.

QUESTIONNAIRE TECHNIQUE The method of collection information mailing and in person

distributing form to the respondents is that the most extensively utilized technique in varied

economical surveys. This technique is quit well-liked, notably just in case of huge inquiries. A

typical form consists of variety of queries organized and written in definite order on a type or a

group of forms. The form is given to the respondents UN agency square measure expected to

browse and perceive the queries and write the response within the given area meant for the aim

within the form. SECONDARY supply of knowledge assortment Secondary information

concerned in my analysis were the data that I collected through the varied broachers and

pamphlets of the corporate that were provided to Maine throughout the analysis.

RESEARCH style : The analysis style that has been utilized in the project report is descriptive in

nature.

SAMPLE DESIGN: The sample style that has been use during this project report is straight

forward sampling.

SAMPLING UNIT : A decision has got to be taken regarding a sample unit before choosing the

quantity of samples. it's going to be geographical also as individual. Lucknow region has been

taken as a geographical unit and retailers as a personal unit.

SIZE OF SAMPLE: This refers the quantity of things (Outlets) to be hand-picked from the finite

universe to represent a sample size. The survey was conducted of 5 shops and 50 peoples.
The research conducted by Exploratory Research this type of research is Qualitative and
Quantitative. Qualitative refers to the characters of the data or process by which the data are
gathered.

The analysis method consists of a series of closely connected activities. Why a groundwork study
has been undertaken. Why a groundwork study has been undertaken, however the analysis
downside has been outlined, in what means and why the hypothesis has been developed, what
knowledge has been collected and what specific technique has been adopted and a number of
comparable alternative question area unit sometimes answered after we speak analysis
methodology regarding a groundwork downside or study.

Sampling: The data was to be collected solely from the shoppers and Retailers. A form was ready
and interviewing with Retailers and shoppers. A decision needs to be taken regarding a sample
unit before choosing the amount of samples. it should be geographical likewise as individual.

Size of Sample: This refers the amount of things (Outlets) to be chosen from the finite universe
to represent a sample size. The survey was conducted of fifty shops. Analysis: The data was
tabulated manually and was conjointly analyzed manually surpass was accustomed create graphs
and chart. According to market share figure, Bisleri is that the leading whole that one year market
share. whereas Kinley twenty fifth, coraciiform bird five-hitter, Aquafina eighteen et al V-day.
 FINDING STATISTICAL ANALYSIS

After the tabulation and analysis of 50 peoples from Guwahati city: Here the following findings

are obtained:

1. According to market share figure, Bisleri is the leading brand which 65% market share.

While Kinley 25%, Kingfisher 5%, Aquafina 18% and others 15%.

2. 60% retailers prefer to sell Aquafina brand because of demand, brand and profit margin.
3. Aquafina is the most selling brand in the specific region it is at 55% selling among the

competitors.

4. Retailers those are selling Aquafina brand of bottle water is 50%.

5. The company has recently launched “Aquafina, Same Price ” at Rs. 20/- for 1.2 Ltrs

means 2% extra.

6. There is discrimination in the prices of distributor or the prices at which retailers directly

purchase from the market.

7. Most of the customers first ask for Aquafina bottle water just because of its Generic

name not because of brand loyalty.

 SUMMARY

Bottled water market has emerged in concert of the foremost speedily growing and competitive
markets worldwide. the worldwide drinking water trade may be a multibillion dollar trade. it's
been an interesting growth mechanical phenomenon for the world. india is among the highest 10
countries in terms of drinking water consumption. nowadays drinking water is one in every of the
india’s quickest growing industrial sectors. trends within the trade
• mushrooming bulk phase
• new entrants
• flavored water
• rising investments & jv’s on the rear of rising health awareness among voters and inability
of the indian government to supply safe drinkable, drinking water trade has flourished throughout
the past decade.

evolving perception of drinking water has created its consumption a clean necessity particularly
within the water scarce areas of the state. and these factors can bring consecutive wave of growth
within the sector. along with these, rising income, growing organized retail, rising awareness
among the patron phase and growing specialise in product extension and quality can additional
stimulate the gains for the trade. rising urban drift within the country will be a wheel of growth
for the trade. we've got calculable the trade to grow at a cagr of eighteen until 2017 and would be
soaring to new heights.
indian drinking water trade presently pegged at usd 1454 million in 2011 can jump to succeed in
usd 3925 million by 2017.

Objective:

The objective of research are as follows :

 To determine the market share of Pespi Co. Brand of Bottle Water.

 To find out the preference level of respondents regarding Aquafina Brand of
Bottle.
 To assess the brand awareness of the Aquafina in the Mineral Water Segment.
 To Study the brand positioning of Aquafina.
 SWOT ANALYSIS

STRENGTH
 Brands image
 Financially sound
 Distribution channel/coverage
 Technology advancement
 Quality
 Price competitive
 Personnel aspect
 Market expertise
 International component
 High promotional activities

WEAKNESS
 New to the company
 Low market share

OPPORTUNITIES
 Capture the market
 New areas
 Market potential
 Brand awareness
 Increase in investment

THREATS
 Higher availability of competitors
 Technological environment
 New in market
Therefore however will he guarantee purity?” Strategy to counter threats and others? We

subject the bottles to gas washes, quandary washes and gas washes before we have a

tendency to refill the bottles. The company is depending on the house phase. the rationale

being that filters and water purifiers conjointly have to be compelled to be cleansed

sporadically and still don't guarantee completely clean water. so as to service this phase, the

5 cubic decimetre packs square measure being pushed through the route of fat dealers

(wholesale dealers) WHO square measure retailers yet as stockiest and function offer points

from wherever customers will devour the desired quota. In future, customers are able to

cull the fat dealer and place orders for home delivery of the five-liter pack. the corporate

has to this point appointed a hundred and eighty such dealers. this is often a high turnover,

low-margin distributer WHO doesn't keep a store however serves an identical purpose with

different things like rice or atta.

 CONCLUSION

At last, I conclude by saying that these project have been very useful to me .It has given me

clear and brief idea about mineral water industry in context with Aquafina, the different

marketing strategies adopted by mineral water industry used by company for promotion and sales

of its products and its competitors in the market. And the preferences level of the people living in

that particular area. And also its has also given me idea about the manufacturing of botteled

water.

Aquafina brand has an good image in the public because of there good marketing strategy and

better advertising unit , thats the reasons for covering large market share.

Aquafina is busy working in strategy to soak up the competition and protect his water kingdom.

By the strategies followed by the Aquafina has become a synonym of packaged drinking water.

In future Aquafina will try to cover larger market share by providing better quality products.

o This report shows the problems associated with the Mineral water industry in the
market as it helps in removing these problems.
o This report can be useful as a secondary data for Mineral water industry.
o This report helps in knowing the current and future scenario of Mineral water
industry.
o This report helps in knowing market position of different Mineral water industry.
 LIMITATIONS

 A small segment of the market has been covered only, so the conclusion cannot be
generalized.

 The data collected cannot be free from errors, since some of the respondents failed to give
correct information.

 Study accuracy totally based upon the respondents response.

 Stipulated short span of time for survey.

BIBLIOGRAPHY

 BOOKS:

.Marketing Management Philip Kotlar

 RESEARCH REPORT

.Annual Report, Bisleri 2012

 MAGAZINES:

India Today Annual Addition 2010

Business Today, Business World August 2010

 WEBSITES:

www.bisleri.com

www.discovery.com

www.google.com
QUESTIONNAIRE

1. Which brand of bottle water do you sale more? a. Kingfisher b. Kinlery c. Aquafina d. Bisleri
e. Others

2. What is your monthly sale? ________________________________________________

3. Which brand of bottle water do you prefer to sell more?

________________________________________________

4. Why do you prefer to sell more this particular brand? a. Easily available b. More demand c.
Quality Factor

5. Generally which brand of bottle water customer demand?

________________________________________________

6. Frequency of services no. of days] between two service of the company/WD in the area /
market? Bisleri Aquafina Kingfisher Kinley Others

7 When you talk of drinks, what brands come to your mind?

____________________________________________________

8 Whether the customers are already aware about this product?

____________________________________________________

9 Which are the brands available in your shop?

____________________________________________________

10 Number of buyers who buys this brand per day? a) 0-5 b) 5-10 d) 10-15 e) Above 15Q.

11 Are you satisfied with the current margins on this brand? Yes /
NO____________________________________________________

12 Whether you are getting any complaints from customers, specify?

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