1

CERTIFICATE

2
 DECLARATION

I hereby declare that this project work entitled “A STUDY OF BISLERI WATER AND OTHER
PACKAGED WATERS” BISLERI INTERNATIONAL PVT. LTD ” have completed successfully
towards the partial fulfillment for the award of the degree of Master of Business
Administration with specialization in from IIMT ENGINEERING COLLEGE, Meerut.

This is the bonafide work undertaken by me which is not submitted to any other

university or institution for the award of any degree/diploma.

Place:

Date: SURAJBHAN KUSHWAHA

Roll-1712770053

MBA III Sem

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 ACKNOWLEDGEMENT

I would like to take this opportunity as a platform to thank various individuals, without the
support of whom, this project would not have been successful.

Firstly I would like to thanks Mr. Anuj Saihpal (Sr. Manager) and BISLERY WATER for
giving me an opportunity to work in such a reputed company and guiding me in spite of his
busy schedule.

I would also like to thank all the Employees for their invaluable help and cooperation in
completing my project successfully.

I solely claim all the responsibility for any shortcoming and limitation in this work.

SURAJBHAN KUSHWAHA

Roll-1712770053

MBA- III Sem

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 PREFACE

For any Management Course Summer training is an essential part of curriculum of MBA

degree. It is an exposure to corporate environment and helps MBA aspirants to get

acquainted with organizational norms, procedures, practices, ethics and culture. It also

gives an insight of actual functioning of the organization. It helps the students to understand

and coirelate theoretical aspects with practical reality.

It was a great experience to work with Bisleri International Pvt Ltd. during my summer

project which has help me to improve my communication and interpersonal skills and also

give me the better understanding on the subject Bisleri water and other packeged waters.

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 CONTENT
CHAPTER PAGE NO

Executive Summary 8-10

Introduction 11-12
 Company Profile 13-51
o Cummins India to Build New Facility
o Mineral Water Industry - Current Market Scenario
o Inspection of Bisleri
o Product Profile
o Manufacturing
o Packaging and Distribution
o Advertising Campaign of Bisleri
 Marketing Mix 52-77
3C's Consumer
Consumer Concerns and Perceptions
Competition & Competitor
 Research Methodology 78-84
o Marketing Research
o Research Objective
o Developing the Research Plan
 Data Analysis 85-89
 SWOT Analysis 90-92
 Findings 93-93
 Suggestion 94-94
 Limitation 95-95
 Recommendations 96-98
 Annexure 99-101
o Bibliography
o Questionnaire

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 EXECUTIVE SUMMARY

Water which is are important element in the world and plays the very vital world in our

body, the importance of it cannot be underlined. Our body consist of 80% of water hence it

plays very vital role in our body. Hence pure water is a important pre requisite for us.

Bisleri is a name which highlights the purity of water. Bisleri is engaged in producing

Mineral Water for the safety of the people. Mostly people suffer from water bond diseases

hence people should go for mineral waters. Bisleri is a name of repute in producing pure

water. More than 40% of the customers of mineral water use Bisleri.

The origins of Bisleri lie in Italy, and the brand owes its name to founder Felice Bisleri, an

Italian entrepreneur. In 1967, Bisleri set up a plant in Mumbai for bottling and marketing

mineral water, which was first of its kind in India.

When a consumer became aware of the problems caused by water pollution the market saw

an advent of ceramic water filters, which filters the dust and suspended particles but

dissolved impurities and microbiological impurities are not cleared out. The mineral

balance is also not maintained.

Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates

bacteria to a great extent. It maintains the odor and color of water but does not clear out the

dissolved impurities and mineral particles. Thus come advent of mineral water.

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Essentially, there were three types of water that was used for different purposes. The first

type was used for rinsing. The second type, which was used for cooking, was cleaner and

kept covered. The third type was the cleanest – drinking water – and was very often boiled

before use.

Since an average family needed a small quantity, not more than five or six liters a day,

boiled and filtered water had been a convenient solution for some time. The fallouts were

obvious. It was very difficult to convince the people that purification system was worth the

price. A quick look at Bisleri's manufacturing reach indicates that it is represented across

the country – North accounts for 35% of sales for the industry, West accounts for 30%,

South 20% and the East 15%.

In order to be available in untapped areas Bisleri has setup 16 plants located all over the

country – three-fourths of which are company owned. The balance is run by franchisees.

Bisleri has 5 plants in the North, 5 in the West-two of which were wet up in the last year at

Ahemdabad and Surat, 4 in the South and 2 in the East. The company has bottling units

located in Chennai, Bangalore, Goa, Calcutta, Mumbai, Delhi, Jaipur, Uttar Pradesh,

Punjab, Indore and Nepal. The new plants are being set up in states like Kerala, Orissa,

Bihar and North Eastern States, which hitherto have been unexplored by the company.

Bisleri has planned to expand its operations by investing Rs. 60 crore in the up gradation of

facilities. Bisleri started its game plan with the punch line of 'Pure and

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Safe' and used the same catch-line for advertising. But with the advent of many new

players, all claiming the purity, it became very imperative for Bisleri to differentiate its

product so as to stand out in the market. Advertisement to build the brand image that will

provide the required ground to establish the authenticity to the product. Pop (Point of

Purchase) displaying the cost of water at Rs. 4 per liter, as the perception of the people is

that mineral water cost Rs. 20 per Lt.

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. In the branded

segment, Parley's Bisleri is the market leader with a share of more than 45%.

Hence use Bisleri and plays safe is the token of life.

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 INTRODUCTION

Water is the most important liquid in the world. Without water, there would be no life, as

least not the way we know it. In today's living condition, the need for pure Drinking Water

is becoming the issue for the common Man.

Eighty percent of the human metabolism consists of water. This is the reason why 90% of

human diseases are water borne. There are 3 types of water impurities, which are root cause

of water borne diseases.

1. Microbiological-Bacteria / Virus.

2. Dissolved impurities – chemical.

3. Imbalance of Mineral Content.

There are rapid changes that are taking place in our environment since long and the air and

the water pollution is on an increase. The main source of drinking water is river and

downstream which also have not been able to escape the pollution.

When a consumer became aware of the problems caused by water pollution the market saw

an advent of ceramic water filters, which filters the dust and suspended particles but

dissolved impurities and microbiological impurities are not cleared out. The mineral

balance is also not maintained. 1980's witnessed more changes by a tap attachment wherein

Iodine resin is used to filter the water. It deactivates microbiological impurities to an extent

but has side effects due to iodine and it does not take care of dissolved impurities mineral

balance.

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Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates

bacteria to a great extent. It maintains the odor and color of water but does not clear out the

dissolved impurities and mineral particles. Thus came advent of mineral water.

Historically, the need for purified water with in Indian homes had been kept down to a

minimum. Essentially there were three types of water that was used for different purposes.

The first type was used for rinsing. The second type, which was used for cooking, was

cleaner and kept covered. The third type was the cleanest – drinking water- and was very

often boiled before use.

Since an average family needed a small quantity, not more than five or six letters a day,

boiled and filtered water had been a convenient solution for some time. The fallouts were

obvious. it was very difficult to convince the people that purification system was worth the

price. There was no visible way to demonstrate the benefit. The otherwise somnolent

market began to change once companies like Eureka Forbes targeted the office segment,

while the mineral water players went after travelers. Ion Exchange was the only company,

which had any measure of success in entering homes with Zero-B. But clean drinking water

returned on the national agenda a little later. Around 1989, drinking water became an issue

again.

"Around early 1990s, Time did a story on India as a key emerging market and that was the

trigger for all the players eyeing this market".

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 COMPANY PROFILE

A Parley Bisleri is Italy origin Company Parley was established in 1929 as a confectionery

manufacturing company. It diversified into the soft-drinks business. It had a network of 64

franchisees all over India and held 60% market share when, in 1993, the soft-drink business

was bought by Coca Cola International.

Parley bought an Italian mineral water company – Bisleri – in 1969 and has since grown

into a mineral-water business. Parley Bisleri exclusive company looks after the

development of the mineral water business. Further back, the company integrated a bottle-

blow molding and bottle-cap manufacturing plant. Bisleri mineral water at present holds a

market share of 65% in India.

Mr. Ramesh Chauhan, son of Mr. Jayantilal Chauhan took Parley to the international arena

by introducing fruit juice based drinks in 1974 under the brand "Maze". Parley became a

multinational with franchise operations in Dubai, Kuwait, Sultanate of Oman, Saudi Arabia

& Bangladesh with distribution and marketing in the USA, the UK, Canada, Europe, the

West Indies, etc. Behind the success of Maze lies the ability of Parley to fully understand

the processing process of fruit puree and fruit-juice concentrate

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 RAMESH J. CHAUHAN’S BIGGEST GAMBLE WITH WATER
1 FEBRUARY 2001

The best beverage for India in the new millennium seems to be water.

In recent years, the bottled drinking water market has been witnessing high-decibel levels

of activity, with a host of new entrants swelling the clutter. With over 200 players jostling to

be the thirst quenching favorite of the Indian consumer, the business is growing at a rate of

over 50 per cent annually. The country's bottled water business is estimated to be around

Rs. 1,100 crore, of which the branded market accounts for Rs. 700 crore and about 700

million liters in volume.

In India, the core proposition of bottled drinking water lies in hygiene, as the quality of tap

water is bad and is rapidly deteriorating. This is in stark contrast with the West where

‘mineral water’ indicates the attendant minerals present in the water. Mineral water in

Western countries is obtained from natural springs and is, generally, named after those

springs. Most of the bottled water passed off as mineral water in India, however, is filtered,

boiled or purified by other means such as reverse osmosis. A better description of bottled

drinking water sold in India therefore, would be ‘purified bottled water.’

The growth of the category indicates the need for this ‘mineral water’ and the fact that

heavyweights are eyeing the segment points to the potential that is seen in this market.

Coke, Pepsi, Britannia, Nestle, Cutwater -- are keen on raising their stakes in the Rs. 700

corer, 700 million-liter market. The entry of Dan one’s brand, Evian, the high-

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Priced mineral water from the French Alps shows the perceived potential India presents in

this product category. Clearly targeted at the premium segment of consumers, the

brand is being distributed in the country by Britannia Industries. Currently, Evian has more

of an institutional presence (five star hotels) than on the retail shelves, with a 1-litre bottle

being priced a hefty Rs 80.

PARLE’S FOCUS

Mr. Ramesh Chauhan, chairman, Parley Bisleri, the pioneer of bottled water as a product in

India, says his focus is now entirely on his Bisleri brand, which reportedly enjoys a 60-65

per cent share of the bottled-water market. From Rs. 400 crore turnovers, at present, he

plans to increase it to (hold your breath!!) Rs 1,000 crore by year 2002.

According to him, the drinking water market at the moment presents a huge potential,

valued between Rs 700-800 crore and growing at the rate of nearly 50-80 per cent per

annum. He asserts that Bisleri itself is growing at more than a 150 per cent growth rate.

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Mr. Chauhan has aggressive plans for Bisleri with investments up to Rs 200 crore in the

product during the next two years. Fuelling this growth would be the new 5-litre water

jar, priced at Rs 25, targeted at the household segment and the 500 ml pack priced at Rs 5.

He has 16 plants located all over the country of which over a dozen are owned by him and

the balance is run by franchisees. Mr. Chauhan plans to have his own distribution network

in places where his plants are located while franchisees would manage the distribution in

their respective areas of operation.

Interestingly enough according to Mr. Chauhan the origins of Bisleri lie in Italy, and the

brand owes its name to its founder, Mr. Felice Bisleri, an Italian entrepreneur. In 1967,

Bisleri set up a plant in Bombay for bottling and marketing actual mineral water, which

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did not quite work. By 1969, Bisleri wanted to exit the business and to help him out the

Chechens’ bought the brand, intending to turn it into a soda brand .Till 1993 Mr. Chauhan,

one of the pioneers in the soft drinks arena in India, controlled a large share of this market

with his brands Gold Spot and Thumps Up. During that year he eventually sold all his soft

drinks brands for a very heavy price to multinational Coca Cola Company. Bisleri, which

went under the new management for a period of five years, remained largely neglected.

It was in 1998 after Bisleri had reverted back to him from Coke that he turned his attention

to it, since, as he puts it, he was "more or less unemployed, and doing the donkey’s work of

bottling for Coca Cola". In 1993, when Coke bought Parley's

Best seller brands, it also obtained the rights to market Bisleri brand of soda for five years.

On getting the rights to the brand back, he started building Bisleri as a mineral water brand.

As he says, "we had a brand name, we had a product, but we had no facility as such, be it

bottling plants, be it distribution network or other infrastructure."

Though the brand building of Bisleri started in a small way in 1994-1995, it was only in the

years 1999-2000 that the efforts really bore fruit. He claims that Bisleri grew by 80 per cent

in 1998-1999 and by 150 per cent in 2000. "In 2001, we hope to do 400 per cent", he states.

Mr. Chauhan never anticipated that Bisleri would be this big a success. He feels that the

launch of the half-liter (500ml) bottle was the beginning of a dramatic rise in volumes and

business prospects.

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"In another three years' time, water will overtake soft drinks in terms of volume sales, and

then

Coke and Pepsi will be no match.'' he asserts. His confidence probably stems from the fact

that the soft drinks market is currently not doing too well with both Coke and Pepsi having

reported flat sales for two years in a row. Both players are currently engaged trying various

measures like the recently introduced small packs of 200 ml, to increase sales. The bottled

drinks market in India is estimated at Rs 5,100 crore, with soft drinks accounting for nearly

Rs 4,000 crore while fruit juices and other drinks make up the rest.

He clarifies his stance by saying that, "In all the major markets, water outsells soft drinks in

terms of, what Coca-Cola now terms as, share of the consumer’s throat. For instance, in the

Middle East, water dominates over soft drinks. Also bottled drinking water has graduated

from being an elitist product a couple of years ago to being an

Article of common use now . Also simple economics dictates that a 500 ml of safe drinking

water costing Rs 5 is a better buy than a 300 ml of soft drink costing Rs 10."

Differentiation

A clear differentiation is happening among the medley of water brands in terms of both

pricing and positioning. While Bisleri is touting itself as ''pure and safe,'' brands like Bailey,

Yes, and hello are trying to ride the mineral water wave. And Evian, launched by French

transnational Dan one sells itself as ''water from the French Alps'' competing with premium

soft drinks. The fact however remains that almost all players in this

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Category are positioning themselves on the purity and hygiene platforms since the very

raison d'être of bottled drinking water is the bad quality of tap water in the country. In

This scenario how will Mr. Chauhan differentiate Bisleri from the others and, more

importantly, for how long?

Mr. Chauhan has been trying to differentiate Bisleri by its breakaway seal as an assurance

of purity. As he says almost 76 per cent of consumption of bottled drinking water happens

in transit. Market research conducted by Bisleri revealed that the other overriding concern

for this set of buyers is the tampering of the seal and the reuse of bottles. Many have

witnessed used bottles being refilled at railway stations. So when a consumer buys mineral

water, he would like to be assured that the water has not been tampered with.

At the same time Bisleri is promoted by an aggressive print-and-TV backed by hoardings

and point-of-sale material. Every interface with the consumer is being used as an

opportunity to reinforce the message. For instance, all vehicles used for supply have been

painted in bright blue, bear the Bisleri logo and sport catchy baselines like ‘drink and

drive’. Apart from creating consumer pull with an advertising campaign, Mr.

Chauhan is boosting the retail push as well . Says a local marketer of a brand , strong in the

institutional segment, toying with the idea of going retail, "Distribution is the key. The

consumer will pick up whatever is conveniently available and is pushed by the retailer.

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Mr. Chauhan says that from his vast experience of marketing Gold Spot and Thumps Up, he

learnt that distribution plays a crucial role in the successful marketing of bottled drinks. He

says, "Just about anybody can invest money into a bottling plant or other

Facilities. The really dirty work is distribution. Making fresh water available within a

particular period of time is crucial for its success."

His strategy is to build a direct distribution system at an all-India level. According to him,

distribution in the Indian context requires experience. Bisleri’s retail distribution muscle is

indeed great. With 16 bottling plants to churn out the product, Bisleri has around 80,000

outlets in the country with about 12,000 each in the metros of New Delhi and Mumbai. Mr.

Chauhan intends to increase that to 10 lakh outlets and use around 2,000 trucks to crises-

cross the nation, up from the current 1000.

With little belief in the distributor system, the company leverages its large fleet of trucks to

supply bottled water directly to retailers through a system called ‘route selling’ where the

driver of the truck is trained to be a service person. A critical component, this system,

according to him, ensures that the water supplied is fresh and bottles are in good shape.

Though route selling is more expensive than the more commonly followed method of

appointing distributors in different towns, he says, it is more effective.

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It is obvious that reach holds the key to the market. With 16 plants at 14 locations across the

country (accept the east), he is planning double capacities at all of them to 200 million

cases a day. For this he plans to invest at least Rs 60 crore to upgrade facilities. By the year

2002, he hopes to increase Bisleri’s reach five-fold to almost 2,500 towns and cities and

will pump Rs 200 crore into the Bisleri brand. These measures, he hopes, will give Bisleri a

market share of more than 85 per cent by the year 2002.

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At the same time he is pursuing a multi-pack and multi-price strategy. Today Bisleri offers

6 packaging options; a 250-ml bottles in 500 ml, 1-litre, 2-litre, 5-litre, and 20-litre packs.

The 1-litre bottle accounts for nearly 50 per cent of the sales, with the 2-litre bottle taking

up 20 per cent of the sales. The remaining sizes share the

Balance . Not only does he plan to make the basic pack-sizes available all over the country,

he has also decided to create greater variety in packaging. With innovation in packaging

being a key, the company has introduced a new category.

Mr. Chauhan is also pursuing a price strategy and is confident that with the growth in

volumes he will be able to bring down the prices. He feels that Bisleri is priced to benefit

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volume purchase. For instance while the 1-litre bottle is priced at Rs 20, the 2-litre bottle is

priced at Rs 30 , the 5-litre pack at Rs 50 and the 20-litre pack at 70 (Rs 3.50 per liter).

While on the one hand he feels that the 500ml and the 250ml packs are the growth area of

the future, he is also targeting the household segment with the large pack sizes. Households,

he says, in certain parts of the country spend a huge amount of money on fuel in order to

purify water. For instance, in the water-scarce south, people spend large sums of money to

buy water and still more to purify it. With the runaway hit of its new 20-litre product in

some cities of the south, the company is finding it difficult to meet the demands of these

markets.

Mr. Chauhan attributes the sudden spurt in the growth of the bottled water industry, to

growing awareness levels caused by increased promotional activities by the industry

players. This is probably the first time that mineral water is being pushed so aggressively

on the television. He feels that Bisleri itself is responsible in a large way for the growing

popularity of the product. And he may well be right. The Bisleri brand does have

tremendous recall in the consumer mindscape and, in some places, is used as a generic

name for bottled water.

According to him Parley and other mineral water brands have been the beneficiaries of the

bad quality of municipal tap water and rising consumer awareness due to increasing

stridency of water filter companies. He believes that his major competitors are not other

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mineral water brands but the innumerable branded water filters, which have flooded the

market. This perhaps explains his recent brush with Eureka Forbes, which took Parley

Bisleri to court over what it alleged were offensive advertisements by the company showing

the Eureka Forbes water filter, Aqua guard, in poor light.

Mr. Chatham’s expectations from the mineral water market may be too high as 70 per cent

of the mineral water consumed in this country is by travelers and even here soft drinks are

strong competitors. In the household segment, he will have to compete against the

traditional methods of purifying water; the water filters like the Aqua Guard from Eureka

Forbes, which he claims are partly responsible for success of mineral water brands.

On the other hand perhaps he is right. Distribution will ultimately drive brand success, at

least for national level brands. Also, currently local/regional brands seem to be moving off

the shelves. With Bisleri becoming a generic name for bottled drinking water, if he can

manage the distribution of the product to make it available where the consumer needs it the

most, he may well succeed in his gamble with water!

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24
 Distracting Seductress: Unveiled
Tuesday, 18 August, 2011

3 Verdicts
This post declares the result of question asked on Distracting Seductress, where the readers
were supposed to guess the product featured in the advert. If you are new reader and have
not read the earlier post, request you to see the picture below and go back to read the
comments.

We had guesses ranging from condom, beauty cream, hair oil, LCD TV to car batteries to
Foor wear to Tamifu tablets. I personally liked them all, but the most radical guess were
‘MTNL’ and ‘ Global Warming’. Superb imagination ! ( I am surely going to play this
game once again for the humour quotient). Till such time this post was being drafted,
unfortunately none of the guesses were close enough. However, going by most of the
commentor’s opinion, it is clear that PETA can easily use this advert for their next
campaign, it goes well with it’s current image!

The product is from a very well known company Bisleri and it is – SODA !

[I have given a hint by giving Alchohol as a choice and none picked it up. If you carefully
look at the cropped image a portion of the bottle is shown with the fizz bubbles. But I agree
this wasn't easy to guess.]

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All the trucks that carries out freshly packed Bisleri bottled from it’s Ville Parle factory,
abutting Western Express highway, have this advertisement on them. Every morning, when
I see couple of the trucks on the way, there’s a jump in my adrenalin. I actually have driven
close to take the pictures presented below, in sequential manner ! All the pictures are taken
using my Nokia E71, while I was managing the wheel amidst heavy traffic.

Step One: Spotting the seductress at a distance

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Step Two: Changing lanes to drive behind and focus better

Step Three: A bit close, her eyes are so magnetic…

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Step Three: The lust picture

The last thing I remember was taking this pic.

Then it all went dark………..

As there was no winner, no one will get the declared prize. However if anyone is interested
in the seductress , he can always contact the ‘ Customer care Number’ given on the ad. I
guess they will be informative and helpful.

My key learning- While you are trying to drive in crazy traffic, there is someone
seductive who want to drive you crazy and kill you. Don’t fall in her trap. Don’t look
at anything distracting while you drive.

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 CUMMINS INDIA TO BUILD NEW FACILITY

Cummins India Ltd is planning to set up an additional manufacturing facility in Pune

district to manufacture low horsepower engines and generator sets of 15kV-140kV. These

products will be used as back-up power. The exact location of the proposed facility has not

been decided. Says Anent Talaulicar, Chairman, "Based on strong domestic and export

demand, the company is continuing to invest in new products and increased capacity." The

company is planning to spend around Rs 15 crore on the new facility in terms of land,

building, plant and machinery etc.

Since 1962, Cummins India has produced more than 167,000 engines at its manufacturing

facilities in Kothrud and Nagar Road in Pune and Daman. The company manufactures on

an average nearly 20,000 engines and genets per year. Clients include BEML, Coal India,

Ingersoll-Rand and Railways. The company belongs to Cummins Inc., the world's largest

designer and manufacturer of diesel engines ranging from 55 hp to 3,500 hp.

India’s largest bottled water firm Parley Bisleri is in talks with Switzerland’s Nestle and

France’s Dan one on the sale of a large stake but the negotiations will take time, its founder

said on Thursday .Mr. Ramesh Chauhan, chairman of unlisted Bisleri, who analysts

estimate controls about half of India’s burgeoning bottled drinking water market, told in an

interview he expected a deal in “a year or two”.

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The 61-year-old mechanical engineer from the Massachusetts Institute of Technology said

he was willing to sell 49 per cent of the company to ensure the firm had strong leadership

after him. “We have the technical know-how, the distribution, the brand name and the

money,” Mr. Chauhan said. “I’m looking at this for the future, they will run the company —

that’s the basic idea.”

Bottled drinking water in India, a country of one billion people, is a fast growing market

that is now worth some Rs 10 billion ($200 million) a year. Analysts expect India to

become a key market for Dan one and Nestle, and the buyer of a stake in Bisleri, India’s

best known water brand, would have a huge advantage over other players.

Dan one, producer of Evian mineral water, said in March it is focusing on India, China and

Indonesia for its bottled water business. Nestle, which produces Perrier water, rolled out its

Pure Life bottled water, geared towards developing countries with unreliable municipal

water supplies, in 1999. Coca-Cola has a high-profile presence in India with its Kinley

bottled water and PepsiCo Inc sells its Aquafina brand, but both trail Bisleri.

Sniveler’s Indian subsidiary Hindustan Lever Ltd has also announced plans to enter the

bottled water market, and there have been rumors it is interested in buying Bisleri, but Mr.

Chauhan said he would not talk to HLL. “HLL has nothing to offer. They are not in

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the water business anywhere in the world,” he said. Bisleri’s bottled water has been a

success in a country where clean drinking water is a major health issue and water-borne

infections are common. Mr. Chauhan said his biggest breakthrough had been the launch of

a small half-liter bottle, priced at Rs 5 in 1998, and he expected another big success with a

10 liter bulk pack. “The new pack will bring the cost of bottled drinking water down to

between Rs 2-3 a litre from Rs 10-12 now,” he said. Bisleri has capacity to make 700

million liters of drinking water per year, which will rise to one billion liter’s

by March 2003, the end of this financial year. Its turnover is estimated at Rs 3 billion in the

year to March 2002.Mr Chauhan said the company, which has been investing heavily for

some years, could report a net profit this year. “It’s a losing proposition still as we’re in a

very big growth phase. This year we should be able to make money, profit at the net level,”

he said.

Parley Bisleri Limited: Expansion plans

Parley Bisleri Limited is undertaking a major expansion to increase its manufacturing

facility as also to widen the distribution network. The total project cost is estimated around

Rs 260 crore. Of this, Rs 60 crore will be utilized to expand the existing manufacturing

facilities wherein the bottling capacity would be doubled to 200 million cases per day.

Around Rs 200 crore will be spent on increasing its distribution network five-fold over the

next two years. As a result, the company will have 10-lakh retail outlets backed by a fleet

over 5,000 vehicles.

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Parley Bisleri also plans to procure recycling plants from Japan, for its PET bottles, and set

up at least two such plants in Cheney and Delhi at a cost of Rs five crore each by this year-

end. Crushed and compacted bottles from other parts of the country will be transported to

the two plants and a better part of the compacted PET will go into manufacturing polyester

yarn. Though the company plans to come out with an IPO, two years down the line, the

present capital expenditure plan will be financed entirely through internal accruals.

Genie is out of the bottle. Indeed, the bottled water industry is one of the most thriving

sectors in India. The market is growing at a whopping rate of about 55 per cent annually

and is expected to cross Rs. 1000-crore mark within the next couple of years.

Almost all major national and international brands have taken a plunge. Parley's Bisleri that

virtually monopolized the bottled water market is now vying with Nestle, Coca Cola,

PepsiCo, Manichean, UB and Britannia. According to a national-level study, there are close

to 200 bottled water brands in India. Nearly 80 per cent of these are local brands.

Genie is out of the bottle. Indeed, the bottled water industry is one of the most thriving

sectors in India. The market is growing at a whopping rate of about 55 per cent annually

and is expected to cross Rs. 1000-crore mark within the next couple of years.

Almost all major national and international brands have taken a plunge. Parley's Bisleri that

virtually monopolized the bottled water market is now vying with Nestle, Coca Cola,

PepsiCo, Manichean, UB and Britannia. According to a national-level study, there

32
are close to 200 bottled water brands in India. Nearly 80 per cent of these are local brands.

Genie is out of the bottle. Indeed, the bottled water industry is one of the most thriving

sectors in India. The market is growing at a whopping rate of about 55 per cent annually

and is expected to cross Rs. 1000-crore mark within the next couple of years.

Almost all major national and international brands have taken a plunge. Parley's Bisleri that

virtually monopolized the bottled water market is now vying with Nestle, Coca Cola,

PepsiCo, Manichean, UB and Britannia. According to a national-level study, there are close

to 200 bottled water brands in India. Nearly 80 per cent of these are local brands.

MINERAL WATER INDUSTRY – CURRENT MARKET SCENARIO

A few years back, the mineral water market had been crawling at the rate of 3-4%, or even

a lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF bottles.

But increasing cases of typhoid and other waterborne diseases began to be reported. In

addition to this, liberalization happened and the mineral water industry began to be stirred

and shaken. The market started growing an astounding rate of over 100% per annum. The

fact that there were very few players in the market meant that their business grew by leaps

and bounds.

The market today has grown to Rs11 ban. The organized sector—branded mineral water –

has only Rs 5bn of market share. The rest is accounted for by the unorganized sector, which

is dominated by small regional players. The market is still growing –at a rate greater than

80% per annum.

33
In the branded segment, Parley's Bisleri is the market leader with a share of more than 45%.

Parle Agra’s Bailey comes a close second with market share of 15%. Other major players in

the market are Yes of Kitharas, Gaga of T-Series, Himalayan, Hello, Nestlé’s Pure Life,

Pepsi's Aquafina, Coca-Cola's – Kinley and bonaqua etc.

Sensing the opportunity that this segment holds, MNCs began to draw up plans to enter the

market. Today the market is proving to be yet another battlefield for an ongoing battle

between the Desk’s and Mac’s. Last year the industry had around 170 brands. This figure is

over 300 presently. The major foreign players are Coca-Cola promoted kinley, Pepsi's

Aquafina, Zalta, Bailey, Herbert sons and Dan one International.

34
 INCEPTION OF BISLERI

The origins of Bisleri lie in Italy, and the brand owes its name to founder Felice Bisleri, an

Italian entrepreneur. In 1967, Bisleri set up a plant in Mumbai for bottling and marketing

mineral water, which was first of its kind in India. However, it didn't work well. Among

other reasons, the fact that the Indian consumer was unprepared to accept bottled mineral

water was responsible for its failure. Consumer mindsets were more geared towards boiling

water at home.

In 1969, Parle bought over the Bisleri brand. In those days Bisleri water was available in

glass bottles. Parley’s taking charge of Bisleri did not make a dramatic difference to the

brand's fortunes immediately. While it did gain in terms of visibility and reach (piggy

backing on Parley's existing distribution network), efforts to expand the bottled water

market were not exactly painstaking. Parle at that particular time was interested in making

soda water and not mineral water. There were just minor initiatives on part of the company

for making mineral water, as it was not considered to be a very profitable business at that

time as people still considered boiling water to be a safer and better than mineral water.

Moreover they were not ready to pay for a commodity like water, which was so abundantly

available.

In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that

significantly made a difference in the sales. The buyers, then, were mainly the upper class –

the trendy people.

35
In 1993, Coca-Cola bought Parley's soft drink brands- Thums -Up, limca etc. While Coca-

Cola actually bought over Parley's beverages, it agreed to a settlement that allowed the

multinational to bottle and agreed to a settlement that allowed the multinational to bottle

and distribute Bisleri soda for a time frame of five years. The charge of 7Bisleri water,

however, remained with Parle. The upsurge in the sales of Bisleri started form this point as

Parle sold off its stable of brands to Coca-Cola. This was the time when it started

concentrating on making Bisleri a success in the domestic mineral water market. The reason

why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative business of

mineral water in Bisleri's equity.

The real shift in company's policy towards mineral water industry came in 1998, although

the conscious efforts had already been started in 1994. This change was primarily because

of the fact that the people, at this time, had started becoming more health conscious.

36
 PRODUCT PROFILE

"It's a compliment being generic to the category, but it’s not very good when

consumers think any mineral water brand is Bisleri"

Bisleri, a product established in India by Ramesh Chauhan, Chairman of Parle Aqua

Minerals has become a generic brand. Bisleri was the first marketed bottled water in a

totally virgin market. The brand has become synonymous with mineral water; consumers

accept any brand offered by the retailer when they ask for Bisleri.

So far Ramesh Chatham’s Bisleri enjoys the largest market share of 60% in the Rs 1100

crore mineral water markets and is growing at the rate of 180% per annum. Annual sales of

Bisleri have touched Rs 400 crores. In seventies, 'Bisleri' was the only mineral water, which

had national presence, and the sale was to the tune of approximately one hundred thousand

cases valued at about Rs. 60 lacks.

37
 MANUFACTURING

A quick look at Bisleri's manufacturing reach indicates that it is represented across the

country – North accounts for 35% of sales for the industry, West accounts for 30%, South

20% and the East 15%.

In order to be available in untapped areas Bisleri has setup More than 16 plants located

all over the country – three-fourths of which are company owned. The balance is run by

franchisees. Bisleri has 5 plants in the North, 5 in the West – two of which were setup in the

last year at Headband and Surat, 4 in the South and 2 in the East.

The company has bottling units located in Chennai, Bangalore, Goa, Calcutta, Mumbai,

Delhi, Jaipur, Uttar Pradesh, Punjab, Indore and Nepal. The new plants are being set up in

states like Kerala, Orissa, Bihar and North Eastern States, Which hitherto have been

unexplored by the company.

It is also changing its production strategy and shifting to a 10-hr production schedule with

sudden increase in demand planned to be met by additional production.

Bisleri has planned to expand its operations by investing Rs. 60 crore in the up gradation of

facilities. The 120-bottles per minute (BPM) capacity of the 16 units across the country will

be increased to 240 BPM. Conscious of the environmental implications of its PET bottles,

the company is to set up recycling plants at Delhi and Chennai, each with an outlay of Rs.

50m. These well process 500 Kg of PET per hour. The processed

38
Material will be an input for polyester yarn manufacturers. In centers other than Delhi and

Chennai, the company will setup crushing units to crush the used PET bottles.

The company's expansion plans will see its water bottling capacity go up from the present

400 million liters to 500 million liters. Parle Bisleri Limited (PBL) is planning to invest Rs

200 crore to increase its bottling capacity and double its turnover. The expansion will also

increase the number of company's bottling plants from 16 at present, to 25. The company

will set up all the new plants as green field plants. It doesn't have any intentions to acquire

any existing plants.

39
 PACKAGING

Variety is spice of life. Today for any business organization to be successful it has to

provide its customers with the differentiated product that is a value buy for them. In order

to cater to the changing needs of the customers the business has to continuously come out

with the variants of the product so that it can target the maximum segments.

Today, Aqua Minerals offers a variety of packaging options: 1 liter, 2 liter, 5 liter, and 20

liter. The 5-litre bottles account for 35 per cent of sales showing a growing health concern

among the Indian society. I liter bottles account for 30 percent of the share, whereas the 500

ml bottles taking up 15 per cent. The remaining sizes share the rest of the contribution.

The 2 liters bottles were introduced to slowly and steadily replace the conventional 1-litre

bottles. This would give them an advantage over others. The 500-ml category was re-

focused as a trendy product, targeted at the teenage crowd and for the roadside consumers.

Aqua Minerals is currently a supplier to Indian Airlines with 125-ml cups. The five-liter

packs, launched in December 1999 in Goa, are currently available in six cities, including

Delhi, Bombay and Bangalore, and sell over 5,000 bottles a day.

40
 Following is a quick overview of the various packaging options

Provided by Bisleri along with the target consumers:

Size of the bottle Price per bottle Target consumer

250ml Rs. 6 Corporate, offices, hotels

500 ml Rs. 10 Teenagers, college students and roadside consumers.

Also aimed to supply to the Indian Railways.

1 liter Rs. 20 General consumers and travelers.

2 liters Rs. 30 Small offices, shopkeepers, households

5 liters Rs. 50 Households, institutes, offices, retail shops,

showrooms
20 liters Rs. 70 Households, institutes, offices, schools and colleges

Bisleri is also start the pop-up cold drinks, LIMONATA, FONZO, SPICY, PINACOLADA

On 200ml- Rs of 10

41
The following pie chart clearly shows the sales wise distribution of the

various pack sizes:

% share of pack sizes in sales

15
30 500 ml
10
1 litre
2 litres
10 5 litres
Others
35

42
 DISTRIBUTION

It's obvious that availability holds the key to the market. For any product to be successful

the distribution system has to be really good. Large tracts of the country have not been

explored by the national brands, which explain the proliferation of smaller brands. Bisleri's

strategy is to build a direct distribution system at an all India level. That means serious

investments in company-owned trucks and carts. Parle hopes to double its existing fleet of

1000 trucks. This would make it the largest fleet owner in the country. Currently, Bisleri has

around 80000 retail outlets in the country with about 12000 each in the Metros of Delhi and

Mumbai. It is intended to increase this number to 10 lack outlets in order to expand brand's

reach.

In order to service the home segment, the 5 liter packs are being pushed through the route

of "Fat Dealers" (wholesale dealers) who are retailers as well as stockiest and serve as

supply points from where customer can pick the required quota. The customer can call the

fat dealer and place order for home delivery of the 5-litre pack. 180 of these dealers are

already functional, and more are in the process of being appointed. “The idea is to make

Bisleri all pervasive". The company will invest approximately Rs. 200 crores to procure

2,000 trucks and hire the same number of sales people by end-200 to extend the penetration

of the brand.

The company plans to have its own distribution network in places where it has its own

plants. Franchisees would manage the distribution in their respective areas of operation.

43
 AN IDEAL CONSUMER FEELING

In order to ensure that the advertisements reach the target consumers in a most effective

way and begets right response from, it has to be ensuring that such advertisements are

presented in the right way. The following steps on the part of consumer may ensure that the

advertisements are on the right track.

 Getting attracted towards the advertisement .

 Listening and observing the contents of the

 Advertisements in full .

 Continuous watch

 Hang of the same over a period.

 Comparing the advertisements of similar products .

 Learning more about the product, the producer and the advertiser .

 Making a trail purchase as follow up activity .

 Using the product as per the instructions .

 Assessing the level of utility of the product individually .

 Assessing the level of utility derived with other similar consumers.

 Comparing the level of utility of the product with similar products .

 Decision -making regarding the continuous use of the product, and to recommend to

others, positively or negatively.

44
  If not satisfied with the product discrepancy regarding the quality and the

characteristics of the product are to be taken to the knowledge of the producer and

the advertiser.

ESSENTIALS OF EFFECTIVE ADVERTISING

The measure of any advertisement is its effectiveness in reaching out to the consumers;

there are a few agreed principles, which govern the effectiveness of an advertisement. Some

of the principles, which are the ingredients of an effective advertisement, have been dealt

here.

Importance of claim:

The most important factor determining the effectiveness of an advertisement is the

importance of claim made in it. Many advertisements make important claims. But these

claims should be important for the consumer too. If a buyer gives importance for quality,

there is no point in speaking about cheap price, similarly if cheap price is important the

advertisement should highlight only that. Nowadays advertisement agencies concentrate on

USP, i.e., unique selling proposition. Each advertisement must make a strong factual claim

to pull the consumer into the store to buy.

Believable:

An advertisement must be believable. This can be incorporated in many ways. One way is

to quote facts and figures about tests proving your claim. However, negatively speaking, the

advertisement should not mention anything unbelievable. Sometimes advertisement given

in prestigious magazines is believed by the readers.

45
Uniqueness:

The advertisement itself must have something unique about it. Uniqueness draws attention.

According to the four-fold principle of AIDA (Attention, Interest, Desire and Action-

buying), any effective advertisement should draw the attention of the customer. It is a

mistake to depend entirely on uniqueness. It should be followed by proper claims, and

believability. Typically advertisements whose major objective is to gain brand recognition

and acceptance rather than gaining conviction or buying action rely on uniqueness.

Repetition:

Repetition is one of the key concepts of advertising. It is better to have a long series of

small advertisement than one extremely long advertisement. Repetition is a basic principle

of memory. Naturally, the more times an advertisement is run, the more likely it is that any

person has seen one of the most advertisements recently. Repetition and regency are usually

closely related. In fact, an advertisement is better read upon repeating, certainly repetition

lowers advertisement cost.

46
 SITUATION FAVOURING ADVERTISEMENT

It is imperative that the situation must be ripe for an advertisement to bear the fruits of

optimum return or reward. The advertiser must constantly assess the situation to choose the

right environment and ideal time for an advertisement to be launched. The conditions

favoring an advertisement are as follows:

 When there is a favorable primary demand of particular product.

 When there is a distinctive product differentiation from other competitive brands.

 Availability of favorable hidden qualities in the advertised products not found in

competitive products .

 When mass market is penetrated .

 Possibility of powerful emotional buying motive is seen in the advertised product.

 Favorable managerial personnel personal and company policy .

 Non-Exaggeration of facts in product advertisement .

 Effective or systematic project work conducted for a particular product to be

advertised.

47
 Advertising Campaign of Bisleri

Every brand needs a good ad campaign to establish itself in the market. So it becomes very

imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand.

Bisleri started its game plan with the punch line of 'Pure and Safe' and used the same catch-

line for advertising. But with the advent of many new players, all claiming the purity, it

became very imperative for Bisleri found the answer in 'sealed cap bottles'. It claimed

100% purity. While the bottles of the other brands, it claimed, could be refilled with

ordinary, or even germinated water, Bisleri's seal capped bottles ensured the consumer of

purity of water and single-used ness of the bottles. The ad showed a milk-man and a child

showering their buffaloes and filling the 'so called' mineral water bottles with the same

water and packing them with the simple polythene seal and the consumer not knowing

about the 'purity' of the water he is drinking. Next clip shows the Bisleri bottles being

sealed with plastic caps and ensuring the purity of water. The ad did work for Bisleri and it

got its much needed product differentiation.

In 2000, some giant brands like Pepsi and coca-cola entered the mineral water industry with

a big bang. Bisleri now had a big threat of maintaining its market cap. While Coca-cola

introducing its brand 'Kinley' as a health care product, Pepsi projected 'Aquafina' as

something as pure as 'Your own body'. Pepsi targeted the young generation and introduced

Aquafina as a fancy product to carry.

48
The ad campaign of Aquafina emphasized as '70% of your body is water' and thus give your

body the purest water. The ad showed young vibrant models and created the

Atmosphere of youth fullness. Water, Pepsi claimed, was no longer a simple beverage, but

was something highly fashionable. They complimented it by giving their bottles an

attractive look. This soon caught the eye of the consumer. All these factors made Pepsi the

biggest upcoming competitor of Bisleri(Whereas Kinley lagged behind the race, showing a

doctor advising a family to take Kinley for pure water not a very attractive ad campaign).

Bisleri, to counter-attack the new 'Feel-Young' fever had to even bolder steps. They first

changed their base line from 'Pure and Safe' to 'Play Safe'. They tried a brand new ad

campaign to catch the fancy of consumer. The new ad showed a young romantic couple on

a marooned island, when the girl seductively attracts the guy and he follows her in trance.

The moment he gets hold of her, she whispers something in his ears. The next few shots

show the guy looking for something in frenzy… can not find it…. rushes towards the

chemist's stop…. buys 'something' (Keeping the audience in suspense….. or rather

implicitly pointing for '……'). The girl opens it and….. POOF….. Takes out a bottle of

Bisleri and quenches her thirst. Caption: "Play Safe". This campaign was to catch the

attention of youth and a new Indian Society which is supposed to be 'not-so-prudish'. Thus

Bisleri has taken a very bold step. The T.V. ads have been complimented by print ads also.

The company has to focus on the marketing management of the product. In light of the

challenge in front of the company and its current strengths and position, we have

incorporated the marketing mix to counter the marketing strategies of the competitors by

developing its own marketing.

49
 OTHER COMPETITORS

The mineral water market is to set to explode and hit the Rs. 2000 Cr. mark in the next

couple of year. This draws the big guns attentions. First Britannia launched Evian. And then

Pepsi entered the fray with Aquafina. Then Nestle with pure life but now with Perrier, pure

thrust meanwhile, Parle Agro’s Bailey has been growing steadily. Small local players are

breathing down Bisleries neck riding on better trade margins and intensive distribution (in

their respective areas of operation). Bisleri faces thought competition from these in

organize sectors

 Coca-Cola Kinley, Bonaqua

 Pepsi Aquafina

 Zalta

 Parle Agro’s Bailey

50
 MARKETING MIX

The set of controllable tactical tools – product, price, promotion, and place (4 Ps) and

company, competitors, consumers (3 Cs)- that the firm blends to produce the response it

wants, in the target markets.

The 4Ps

Product

The main product of the company is the mineral water by the name of Bisleri Mineral

water. Other than mineral water the company has also the soda water under its brand name

called the Bisleri Soda Water. The concept of bottled mineral water. Bisleri has become a

perfect synonym of the mineral water for the Indian consumers.

The main challenge facing the company or any other player in this mineral water industry is

that there is no scope of invention and innovation in the product, which can be added as the

additional benefits of the product.

It is just water after all. This is what the Indian customers think of the bottled water. If we

are talking about a product like television we can think that the innovations could provide

extra benefits derived form the product. For example other than its core usage the product

can provide for Internet facilities using conversion.

51
 VARIANTS OF THE PRODUCT:

The company is offering wide variants of the product. These include the different quantities

available of the product. Starting from the Jumbo pack (20 lt. Jar) to the 250 ml. bottles. In

between, it also has 500ml, 1 lt., 2lt. and 5 lt. packs.

In terms of another variant the company has also come up with small glasses of 300ml. that

are priced at Rs.3. per glass is clossed now. The company has introduced these glasses for

the social occasions like marriages and get together. This again is very competitive in the

price field and also the customer is getting a convenient product with the benefit of purity at

such a low price. Now the customers would not have to drink impure water served in

unhygienic glasses

Packaging

The packaging of the product is an important factor in the marketing of the product. The

packaging of the product was absolutely accepted by the customers till now. But it has been

a long time the company has changed the packaging of 1ltr. Mineral water bottle.

One of the competitors of the company, Pepsi, has mineral water by the name of 'Aquafina'.

The packaging of the Aquafina is creating the need for the company to change its packaging

and make it look more sturdy. The brand Aquafina has been targeted towards the youth and

that is why they have made the bottle look more hip. Bisleri would have to give a new look

to its product to stopping Aquafina from snatching its market share.

52
To Conclude:

Looking at the facts given above the company according to us should, pay attention on the

packaging of the product so that it is able to attract more customers.

Second, the company should go for Brand Extension. The company should take the

benefit of the brand name it has created over a long period of time. It can introduce new

products in the category of beverages.

Place

Place stands for the company activities that make the product available to the target

customers. To make the product available to the target consumers a good distribution

network has to be there to support the good quality of the product. Here in the case of the

mineral water industry the distribution network is the important factor in being

competitive and the catch lies in making water available to maximum number of places in

the country.

DISTRIBUTION NETWORK:

The small-scale players built their sales by piggy backing on the generic category built up

by Bisleri. It's a battle that Bisleri can win by sheer distribution muscle. One of the reasons

why Bisleri is running strong in this industry is its strong distribution network built over the

years since its inception. Further, Bisleri plans to increase its distribution network over the

southern and eastern region, where it is behind popular brands like Team in Tamil Nadu and

in Andhra Pradesh.

53
To Conclude:

It is very important for the companies to understand that winners would be those who will

endure a strong regional presence. Therefore the company's should take some immediate

actions to make presence in the whole country and more important is every hook and corner

of the states where they are present today.

Price

(AN ECONOMIC FACTOR AFFECTING THE BUYER'S BEHAVIOR)

Price is the sum of values that consumer exchange for the benefits of having or using the

product or service. Price is the only element in the marketing mix that produces revenue.

All other elements represent costs.

In India, where the majority of the population comprise of the middle-income group and

lower income groups it is not hard to understand that pricing is one of the most important

factor in the buying decisions.

Bisleri has met the expectations of the consumers in terms of pricing the product and also

making the product available in variations of liters. making Bisleri both convenient and

affordable.

The company is following a very aggressive pricing. Its product is available at a very

reasonable price. Company charges Re. 1 for every 100 ml. This strategy by the company is

54
very effective in the Indian context where the consumers are highly price conscious. The

company has come up with another variant of the product. It is 1 It. Bottle that is priced at

Rs. 20Keeping the price fixed at Rs.2 per 100 ml. the company has an edge over its

competitor Aquafina recently launched by Pepsi that has priced its product at Rs. 10 for 750

ml.

To Conclude:

We can conclude from the facts that the pricing strategy of the company is very competitive

and therefore the company is giving value to the customers for money.

Promotion

Modern marketing calls for more than just developing a good product, pricing it

attractively, and making it available to the target customers, companies must also

communicate with their customers, and what they communicate should not be left to

chance.

A Company's total marketing communications program-called its Program – called its

Promotion Mix consists of specific blend of advertising, personal selling, sales promotion,

and public relations tools that the company uses to pursue its advertising and marketing

objectives.

55
 ADVERTISING CAMPAIGN:

While designing the advertisement campaign, it is necessary to keep in mind the opinion

leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary to

design the campaign keeping the youth in mind. The opinion leaders would further trickle

down the message to the less active members of the society.

This is exactly what Bisleri is doing. Bisleri has started an advertisement campaign

stressing the point of purity and flaunting the right the company has over the breakaway

seal.

The company has tried to put the message across louder, by using the ad campaign that

catches the eye of everyone, specially the youth. Otherwise, we find no reason of making

an advertisement of mineral water look like an advertisement of condoms.

MESSAGE CONTENT OF THE CAMPAIGN:

Bisleri that was looming for a differentiator decided to make the breakaway seal the symbol

of purity. The tamper-proof seal was developed, around which the communication was

woven.

Apart from creating consumer pull with campaign, the company, to increase its sales would

have to do the sales push as well. For that it would have to give the retailers and

56
other stockiest high trade margins and incentives for keeping the product. This is very

important in case of this product because consumers would take up what is available to

them at ease and whatever retailer is giving. Bisleri has introduced attractive schemes to

push the 5 ltr. Bottles and margins are as high as Rs 8. Detractors feel that, in the long run,

retailers will not push this. They say it's a kind of dart board game. You have to throw again

and again till you hit bull's eye.

Campaign stresses the safety provided by the breakaway seal by illustrating the ease with

which conventionally sealed bottles can be refilled and recycled.

The objective with the campaign would have been to highlight the tamper-proof seal and

create doubt in the consumer's mind of the purity of the other brands. That is, Bisleri is the

only one that guarantees purity and keeps you safe

To Conclude:

We find that new advertisement campaign of Bisleri is eye catching. This is what the

company should do. And also the company should make the message clearer to the

customers that it has the patent right over the breakaway seal. In the survey we found that

the consumers are aware of the breakaway seal but are not aware that the company has the

patent right.

57
Apart from a high dose of investments on expanding bottling capacities and an ad budget

that's risen six-fold over last year, if Bisleri wants to penetrate every possible segment of

the market, it can do that by introducing more pack sizes and establishing the brand

strongly with trendy new packaging.

58
 3Cs

CONSUMER

The central question the company has to understand is: How does consumer respond to

various marketing stimuli the company might use? The company that really understands

how customers will respond to different product features, prices and advertising appeals has

a great advantage over its competitors. The question can be further broken down to: Who

buys? When do they buy? Where do they buy? Why did they buy?

Who buys?

In the survey conducted by us, we found that the middle income and the upper income

groups are the users of the bottled water. The lower income group is still dependent on the

water from wells and hand pumps. In the middle-income group also, people buy bottled

water while traveling.

Among the various income groups, there comprise the students, the office going executive,

tourists and the retired people.

So the company should go in for strategies to target customer segments based on appeal,

prices, convenient packaging and other characteristics conforming to the customer segment

the company is targeting.

59
When do they buy?

In the survey we found that the middle-income group buys mineral water while traveling.

At home or at the or at the work place they mainly use water filters that are installed. Or,

they use large pack of bottled water filters that are installed. Or, they use large pack of

bottled water like the jumbo pack (18 lt.) by Bisleri. The upper income group uses mineral

water only. So, they constitute a large part of the total market.

Where do they buy?

According to the survey conducted by us, the bottled water users buy the water from retail

outlets and also through tie-ups with dealers. Large consumers of bottled water like Hotels,

institutions, corporate order their water requirements through dealers.

The small time but frequent consumer buys bottled water from retail outlets.

Why do they buy?

For obvious reasons, soaring mercury levels are directly proportional to consumption of

purified bottled water. The basic reason consumers ask for bottled water is the safety. With

the growing health hazards in the country and as the people are becoming more health

conscious they are becoming more health conscious they switching over to bottled water.

This is the reason that the industry is growing at fast pace. The other reason after this is,

that the bottled water is convenient to carry. They can throw the bottles after use unlike

when they carry water from home.

60
 BISLERI TAKES A SHOT AT SODA AGAIN

Viveat Susan Pinto / Mumbai Feb 19, 2012, 00:08 IST

Beverages Company In India : Find listings of all manufactureres Beverages Company In

India now.
tradeget.com/foodstuff_suppliers

Bisleri is reviving its soda business in a bid to expand its

portfolio beyond water. This is the second attempt by the
iconic bottled water brand in three years to revive its soda
business.

A generic name to bottled water in India, the company

launched Bisleri Fizzy Drink in But this time, the Ramesh Chauhan-promoted company —
creator of brands such as Thums Up, Limca and Gold Spot, which were sold to Coca-Cola
in a Rs 190-crore deal in 1993 - appears to be making a serious rebid with Bisleri Soda. The
product, available in PET bottles, is priced at Rs 15 for a 600-ml bottle.

Chauhan said his company was working on distribution to retail the product across the
country. “We have dedicated plants set up to manufacture Bisleri Soda in Mumbai, Delhi
and Mysore,” he said. Marketing for the product is expected to start a little later, as the
company is working on getting its distribution in place.

While Chauhan declined to comment on investments, the move comes at a time when
almost all key beverage makers have extended their packaged water brands to categories
such as soda. Ramesh Chauhan’s brother, Prakash, who runs the rival Parle Agro, maker of
mango drink Frooti, extended the Bailey name, used for his packaged water business, to
soda last year.

Coca-Cola and PepsiCo also have portfolios of soda brands, including Kinley Soda and
Schweppes (both from Coca-Cola) and Lehar Soda and Duke’s (both from PepsiCo).
Kinley is the brand name of Coke’s packaged water, while Duke’s, once popular in
Mumbai, was relaunched only last year by PepsiCo in an attempt to capture markets with
regional brands. Schweppes, in contrast, is an international Coke brand, known for its soda

61
portfolio, while Lehar, though used by PepsiCo for its food brands (such as Lehar Iron
Chusti, which is a snack), is also at times used for beverage products.

Executives at Coca-Cola and PepsiCo said they were watching Bisleri’s moves in the soda
market. But Bisleri also has competition from beer makers such as Kingfisher and SAB
Miller, who have soda brands as part of their surrogate advertising initiatives for their
mainline products. Chauhan admits the competition is fierce, given the plethora of brands,
both from established and regional players.

While the market for soda in PET bottles is a little over Rs 100 crore in size, smaller than
the returnable glass bottle segment, pegged at close to Rs 800 crore, it is growing at a faster
clip, owing to the sheer convenience of storage and usage.

Chauhan said special emphasis had been given to the packaging of Bisleri Soda to drive
sales at retail points. But experts say the success of the brand will also depend on its
acceptance in the hotel, restaurant and cafe segment, where PepsiCo and Coca-Cola are
strong.

62
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exemption from any liability arising out of any such error in the database.

63
 CONSUMER CONCERNS AND PERCEPTIONS

The thinking here is that with consumer perceptions about mineral water changing, the

brand Bisleri has to Reinvent itself. Earlier, mineral water used to stand for water enriched

with certain minerals and was picked up by health-conscious consumers. This no longer

holds. Mineral water has come to mean just that-water. Albeit sage drinking water that is

conveniently available. The consumer does not really care if the water contains minerals.

The most important consideration is purity of the product.

What the company is doing to take care of the consumer's concern?

Tampering of seals:

Around 76 percent of consumption happens in transit. Consumer research conducted by us

rebelled that the overriding concern for this set of buyers is the tampering of the seal. Many

have witnessed used bottles being refilled at railway stations. So when a consumer buys

mineral water, he would like to be assured that the water has not been tampered with.

Bisleri has rightly introduced the concept of the breakaway seal to reinforce the purity of

Bisleri mineral water and given a surety to its consumers that what they are consuming is

SAFE.

64
Taste of the mineral water:

Many consumers want the mineral water to taste more like "Water". The consumer research

done by us revealed that consumers preferred Bisleri because of its natural taste.

COMPANY

North accounts for 35 percent of sales for the industry, west accounts for 30, south 20, and

the east, 15 per cent. Bisleri has five plants in the north, three in the west, four in the south

and one in the east.

In order to be available in untapped areas, Chauhan is planning to set up manufacturing

units in Bihar and Orissa where Bisleri has no presence as of now. Currently, Bisleri has 14

manufacturing units – two of which were set up in the past one – year at Ahmedabad and

Surat.

65
 COMPETITION

The mineral water market is set to set to explode and hit the Rs.2,000 crore mark in the

next couple of years. This is drawing the big guns attention. First Britannia launched Evian.

And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is

reportedly planning foray. Meanwhile, Parle Agro's Bailey has been growing steadily. Small

local players too are breathing down Bisleri's neck riding on better trade margins and

intensive distribution (in their respective areas of operation).

The competition facing Bisleri can be categorized into few brand names like

 Parle Bailey

 Pepsi Aquafina

 Coca Cola Kinely, Bonaqua

 Zalta

With Parle's Bailey being the main competitor and second in market share in the organized

market, Bisleri faces tremendous competition from the unorganized sector.

66
 AQUAFINA

The advantage for Aquafina is that though there are over 300 labels of bottled water in the

Indian market, few can be called brands. It is necessary to remember that every product

with a name is not a brand; even Bisleri has become generic to this category.

It does not have any emotional values attached to it. So there was no difficulty for Pepsi in

creating space in such a market, which is completely different from the soft drinks market,

where it will be very difficult for any new player to find a slot. So the creative team at HTA

virtually had and empty canvas to work on. And it came up with a campaign that did have

people talking. First, a series of teasers, followed by a film that showed healthy bodies and

youthful people and, of course, lots of water.

Although Aquafina is only available in 750 ml pet bottle, the pricing, at Rs.10, is

competitive. And it is safe. In addition to the tamper proof seal, there is a reliable method of

checking whether the bottle has been refilled. The date of manufacturing has been written

on the cap as well as on the bottle. Thus a person who is refilling it would have to find a

matching cap and bottle, the probability of which is very low.

67
 COCA COLA KINELY

Coca – Cola joined the race by announcing the imminent launch of its own brand of water

and, in the process, putting to rest rumors of its so called takeover of Bisleri. Kinley is

targeting institutions. Kinley water was launched on August 2000 in one litre bottles for Rs.

10 but not been rolled out rationally. The water is produced at Coca cola’s three green field

manufacturing plants at Bidadi near Banglore, Dasna in Utter Pradesh And Goa. The

company plans to either add more water bottling operations or go for contract bottling as it

goes national.

In September , CCI made an announcement that literally grabbed the headlines. CCI

announced that Kinley had overtaken the near-generic Bisleri brand in terms of market

share. Quoting ORG-MARG/AC Nielsen data , CCI claimed that for the period July 31,

2002, Kinley’s market share had been recorded at 35.1 percent, against that of Bisleri 34.4

percent. The peak summer months saw CCI rolling out Kinley in 200 ml cups. The cups,

priced at Rs. 3 each, were first rolled out in packets at Gujrat. With this initiative in place,

the company is hoping to generate market share from the institutional segment such as

restaurants and hotels, Caterers and transport channels such as buses and trains. CCI sad it

was doubling the plants, franchisee operations and contract packers. Twa of CCI’s key

bottling partners, namely the Gandharis and Goenkas invested Rs.10 Crore for a new

bottling water plant in Punjab for Kinley. Its consumers are also quality conscious and

brand loyal.

68
 PARLE AGRO'S BAILLEY

Bailey the brand that is owned by Ramesh Chauhan's brother Prakash Chauhan is very

popular in the southern part of India. Southern part of India accounts for 20% of the sale of

the whole water market industry. Bisleri would have a tough competition from Bailey since

the company plans to spread its presence in that part of country. Another thing that makes

the competition difficult for the company is the price at which it's competitor is offering the

product. Like Bisleri it also gives the 1 liter for Rs.20. The only strengthen point of the

company, which it can capitalize, is its generic name. And also the company would have to

enter that market with a strong distribution base. We know the fact that fact that Bailey has

grown at a rapid pace using the route of franchising, which Bisleri has not adopted. This is

another point, which the company would have to take care of to face the competition.

We know the fact that Bailley has grown at a rapid pace using the route of franchising,

which Bisleri has not adopted as yet. This is another point, which the company would have

to take care of to face the competition.

69
 CONCLUSION

In every consumers mind Bisleri is still the first preference. And brands like Aquafina,

Kinley which are trying hard to capture the west Delhi market by the virtue of the price

strategy, distribution network and brand positioning. These brands are slowly capturing the

west Delhi. In over all if we see the West Delhi Accord during the customer bisleri is best

clean and pure brand and bisleri give the more satisfaction but kinley second largest popular

born kinley is increasing in west Delhi market kinley is giving or any kind of facility all

example for dissert, more advisement.

To conclude the information, which we got through the various sources it is quite evident

that efficient promotion, physical distribution and proper communication can increase the

total sale of the company on a big scale and an inefficient coordination between all these

spoil the efforts made by sales force. It is also very clear that proper and systematic use of

limited resources can do wonder for the company.

As we have seen from the market survey that packaged drinking water industry is nearly

huge and growing rapidly. The water market is going to reach Rs. 2000cr till the end of

march2007. Thus we can imagine how big the water market is and imagine the growth in

this industry. This market is having large share of unorganized sector. In water industry

production cost is very low. But the distribution cost of operations and make sure about the

availability of water.

70
To increase the customers company should go upon this strategy but only when it has

production capabilities to give regular supply to their customers. As in this business most of

the customers give preference to delivering service and availability on time.

By the institutional (hotel) survey, dealers survey and the consumers survey we got many

conclusions and found out the market share of the brands involved in this industry.

According to it `Bisleri` is the market leader having the market share of 44 % , Kinley is its

nearest competitor having its market share of 31 %, Aquafina 15 % and other brands are

covering 10 % of their market share . Thus company should emphasis more on its

advertisements, retailers and wholesalers margin. Company should also have a keen quality

control system because their break- away has been accepted by the public and if

sometimes the complaint comes then it will affect the sales of bisleri.

Good distribution system. Aquafina is also 3rd player in west Delhi a market share

kingfisher also present in west Delhi.

50 % BISLERI BISLERI IS NEEDED VERY MUCH

30% KINLEY TO FIND THE NEW MARKETS AND NEW USERS.

15% AQUAFINA SPECIALLY IN THE WINE SHOPS; SHERE THERE IS

SHORTAGE IN CONSUMPTION.

5% KINGFISHER CHART SHOWING THE OVERALL MARKET SHARE IN WEST

DELHI MARKET SHARE AT MINERAL WATER

71
Which company could adopt, are as follows:-

1. 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 brand 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. Therefore, backed by a good distribution network mineral water

industry can grow at rapid rate.

2. Getting in shape

The improvement the company needs is in terms of packaging. As we have already

discussed that the youth are the opinion leaders, therefore it becomes very important for any

consumer product to make a mark in that generation, if it really wants to grow. The

72
Company for that would have to come with packaging that is sturdier and portrays itself as

a hip brand.

3. Distribution network

The need for improving the distribution network is not only when the company wants to

target the soft drinks market. If it wants to enter every part of the country and would face

competition from competition from competitors like Bailley it becomes a prerequisite for

the company to have a strong distribution network. If we take the example of Bailley, we

find that this company has grown rapidly in the past and is still on that trend. One of the

important reasons for this rapid growth is franchising.

73
 FACTORS AFFECTING BUYING BEHAVIOUR

Social factors

Family

Elders in the family would ask their family members to consume mineral water to avoid the

health hazards. So, purity of water is very important for them. Therefore, it is required that

the company takes care of purity with high attention.

Again, Bisleri by its effective advertising campaign of the patented breakaway seal has tried

to bring about a feeling of trust in the minds of the health conscious consumers.

There are certain other factors also, on which the buying of the customer depends. These

are the social factors constituting of the reference groups, asp rational groups and the

dissocialize groups. So it becomes very important for the company to carefully choose the

target customer so that it can position itself according to that group. Consumer survey and

results bottled water consumption

The customer survey was conducted at Connaught place, Le Meridian, Restaurants and

Colleges.

74
 OBJECTIVE OF THE STUDY

The objective of the study was to find out the consumer preference, availability of the

products, competitor’s activity consumption pattern channel behavior of various SKUs and

the market share of Bisleri and its competitors. The major emphasis was given on:

 To know the clear picture of market position of mineral water industry in India.

 To analysis the share of Bisleri in market.

 To find out the major competitor of Bisleri.

 To analyze the Sale of Company

 To analyze the sale of the competitor.

 To give suitable suggestion and recommendations by which Bisleri can increase market

share.

 To assist marketers in making their advertisement more effective both in electronic and

print media.

 To find out the efficiency in which the advertisement budget is used for optimum,

utilization of funds available to the company.

 To determine and advertising pattern for the year that would increase the awareness

about the company.

 To make a detailed study of packaged drinking water in terms of its exitings market

size, future market potential, major geographical markets and important segments.

 To analyse the major competitors of this product, their respective product attributes,

brand positioning and market strategies.

75
 To study each of the major customers segment viz. institutions such as hotels,

restaurants etc., retail outlets and final consumers.

 To study the market share of packaged drinking water in;

Retail market

Institutions (Hotels)

Consumers

 To determine the brand awareness and brand preference of the different segment and to

analyse the various segment preference for the packaging medium, bottle size and price

of packaged drinking water.

In my analysis, the customer is divided into four categories:

(a) General / provision store.

(b) Eatery shop (sweet shop and restaurants).

(b) Kiosk shop (pan / bidi).

(c) Other shop (Bakery, dairy, net café, medical shop, etc.)

76
 RESEARCH METHODOLOGY

The methodology of this particular project can be understood in the

following steps:

 Formulation of objective statement.

 Feasibility analysis.

 Fabrication of research process.

 Research design.

 Data collection.

 Screening of the collected data.

 Tabulation of the data.

 Statistical treatment.

 Observation.

 Graphical presentation and analysis.

 Limitations.

77
MEANING OF RESEARCH

Research is an art of scientific investigation. The advanced learners dictionary

of current English lays down the meaning of research as “ a careful investigation or

enquiry specially through search for new facts in any branch knowledge”. Redman and

Mory define, research as a “systematized effort to gain knowledge”. Some people

consider research as a movement, a movement from the known to unknown.

Acc. To Clifford Woody, research comprises defining and reducing problems,

formulating or suggesting solutions; collecting organizing and evaluating data;

making deductions and reaching conclusion; and at last carefully testing the

conclusions to determine whether they fit the formulating hypothesis.

The term ‘research’ refers to the systematic method consisting of defining the

problem, formulating a hypothesis, collecting the facts or data, analyzing the facts and

reaching certain conclusions either in the form of solution towards the concerned problem

or in certain generalization for same theoretical formulation.

The success of any event heavily depends upon the way chosen for the execution. This

includes ensures of some basic questions to the focus on constraints as well. in other words

we can call the methodology the backbone of any research. it also includes research or any

study methods. Thus when we talk of methodology we not only talk of methods but also

consider the logic behind the methods. We use in the context of our study objective and

explain why we are using them so that study results are capable of being evaluated

logically.

78
Any research is based on some facts, which aim to bring about some fundamental insights

in the field, which have never been earlier presented in the same form. We tend

To carry out the process enquiry with a careful and critical examination, diligent

investigation of the subject matter. The collection of the subject matter information from the

various sources helps us to generate a generalized conclusion. There has to be a

sophisticated framework within which such studies are carried out, the framework is known

as methodology.

79
Research design:

The research design is the complete guidelines towards the execution of the research. in this

we have to determine the answers to some basic questions. in this research study processes

after finding objectives, the research problem & design chalked out and next step is data

collection.

Type of research:

* Preliminary Investigation

* Exploratory Research

Here it is Exploratory in nature.

Marketing management relies substantially on the information collected from the market in

terms of consumptions and pattern thereof.

Sampling plan:

The marketing research must design the sampling plan which requires clear definition of

the following terms.

Universe:

Universe is the respondent of the city Delhi. From where the sample is to be chosen

Sample size:

The number of people surveyed is 170

80
Sampling unit:

Respondents:

 Service man (120)

 Business man (50)

Sampling design:

Simple Random sampling has been taken.

Data Collection

. The second stage of marketing research for calls for developing the most efficient plan for

gathering the needed information. Designing a research plan calls for decisions on the Data

sources, Research approaches, Research instruments, Sampling plan, and Contact methods.

Methods of data collection:

There are two method of data collection as:

 Primary data collection:

The method used for the data collection would be

 Questionnaire

 Schedule

 Interview

Secondary data collection:

Industrial profiles, magazines, journals, company records, newspapers and other

Print media and electronic media like internet.

81
 Above methods will be applied in combination so as to get maximum and accurate

output as far as possible about the universe in the study discussed above.

DATA SOURCES:

The research plan can call for gathering secondary data, primary data or

both.

(a) Primary data- it consist of original information gathered for the specific

purpose.

(b) Secondary data- it consist of information that already exists somewhere,

having been collected for another purpose.

I use both the data in my project work such as secondary data for the information

gathered through the net, books and journals, and primary data through the market survey

which is possible by face to face interview of the customers / retailers.

1- Research approaches:

I used the survey method in my project work. I have covered many places of, Delhi

City in Delhi region.

2- Research Instruments:

I Prepare a questionnaires for the Sample Size to collect the information, which

having the mixture of open-ended or close-ended questions.

82
 (a) Open-ended Questions-

These allow the respondents to give the answers in their own mind.

(b) Close-ended Questions-

These prosperity all the possible answers and respondents have the choices

among them.

3- Contact Methods:

The contact method includes-

(a) Mail questionnaires-

It is the best way to reach individuals who would not give personal

interviews.

(b) Telephonic Interviews-

It is the best method for gathering information quickly but the main

drawbacks are that only people with telephones can be interviewed and the

interviews have to be short and not too personal.

(c) Personal interviews-

It is the most versatile of the three methods. An interviewer can ask more

questions and can record additional observations about the respondents, such

as dress and body language.

I used the personal interview method by which we can observe the people personally and

can communicate face to face.

83
 DATA ANALYSIS

ARE YOU USING MINERAL WATER

Always
Never 25%
32%

Some Times
43%

Always Some Times Never

84
 REASON FOR BUYING BISLERI

45

40

35

30

25
43
20

15
23
10 17
12
5 5
0
Purity Brand Image Packing Advertisement Any Other

85
 WHICH BRAND DO YOU LIKE MOST

6% 5%
14%

12% 63%

Bisleri Kinley Aquafina King Fisher Any Other

86
WHICH SIZE OF BISLERI YOU BUY

87
 ARE YOU A…

21%
28%

8%

11%
32%

Businessman Serviceman Student Foreigns/NRI's Any Other

88
 SWOT ANALYSIS

SWOT Analysis is an important technique to formulate the Business Strategies for any

Company which is based on its Strengths, Weaknesses, and Opportunity & Threats. SWOT

analysis is divided into two factors:

1- INTERNAL FACTOR:

Factors, relevant within an organization

(A) S  Strength.

1- Good brand image.

2- Loyal customer base.

3- Shape of bottles is attractive than their competitors.

4- Wide and effective distribution network.

5- Better penetration at market.

6- Writing Style of Coke name is liked by most of the consumers.

7- Low cost of distribution for packaged drinking water bottles.

8- Heavy investment on ad campaigns

(B) W  Weakness.

1- Gap between demand and supply,

2- Leakage problem in bottles.

89
 3- Less spending on advertising on outlets as compare to Pepsi.

4- Regular supply is uncertain in many outlets.

5- Complacent behavior of Sales Executives and Sales mans.

6- Schemes and Strategies formulated are National and not locally adopted.

2- EXTERNAL FACTORS:

Factors, relevant outside the organization

(A) O  Opportunity.

1- Boom in soft drinks.

2- Brand name Coke speaks most highly i.e., Coke is at the top of the mind of

consumers.

3- Further Effective utilization of the vast distribution Network.

4- Coke Company can increase the market share by improving its services.

5- The business is growing at the rate more than 80 % per annum.

6- There is high growth in 500 ml., 2 lt., 20lt., water bottles

7- Their break-away seal concept is accepted by the market.

8- Now middle class people also use packaged drinking water at their shops

and homes and it become the need of the metros.

90
(B) T  Threats.

1- The threats of Seasonal drink like fruit juice and sugarcane juice are also

considerable as at time of peak season.

2- Good brand image of the competitor’s also.

3- Pepsi has more transport facilities for distribution as compare to coke.

4- Advent of MNC’s with their new Products.

5- Kenly is the biggest threat to Bisleri as it is Coca-Cola Company and they

have surplus funds to invest in this company.

6- Its higher prices and margin has made the competitor to strengthen their feet

in the Bisleri’s market.

7- Being an Indian company, it is getting affected by international brands like

Pepsi, Kinley, and Nestle.

91
 FINDINGS

During our training whatever we have learned tried to present in the report although it is

just equivalent to touching the tip of ice berg but it is surely helpful to the company for

which the study was conducted after studying and gathering the information through direct

interview of customers and retailers and observation it may be concluded:

 In overall Delhi Region share of Bisleri is more than Kinley & Aquafina.

 In General Shops, there is more sale of Bisleri than other Shops.

 During our survey we also find that some retailer says that they always get a special

discount from other company.

 It has a good presents in market because it is one of the pioneer company that brought

mineral water in India.

 Bisleri spending very less amount on advertising.

 1sltr. bottles have more share/sale than other size of bottles.

 Product available at most of the retail outlets, hotels in Delhi region.

 Many retailers complaining regarding the margin on the product especially 2lt. bottles

and 20lt jars.

 Bisleri has complete network of physical distribution.

 Bisleri takes the highest position in top of the mind awareness while doing consumers

survey.

 Bisleri is the market leader and having neck to neck competition with Kinley.

92
 SUGGESTIONS

1. Company should go for the exclusive outlet and take participate with them.

2. Company should also prepare their own retail outlets , this may also help to generate

employment in the city as well as Maximize Companies Profits

3. Company should also arrange the Advertisement Fund in its Financial Statement for

Optical & Display Advertisement.

4. Company should start Publicity Campaign for promote and awareness of its

indigenous products to the ultimate consumer.

5. Packing and Labeling of products should be Attractive.

6. Company should make a meeting time to time with dealers and launches different

Gift’s & Incentives Scheme to Promote the Sale of Products.

7. Quality Standard should keep Maintain.

8. Delivery Complaints should be undertaken more quickly.

93
 LIMITATIONS

In every research there are always some limitations, so no research can be perfect. In

this research we also have some limitations. Which are as following:-

 There was time constraint for the study work given to me while doing all the survey

I did in this project work. While doing dealers survey, institutional survey and

consumers survey I got the limited time period for their completion.

 The area considered for this survey was taken randomly. So, the area taken for this

study was limited. For the dealer survey and consumer survey the area was chosen

randomly and for institutional survey the area was limited to the hotel region of

Carol Bagh only.

 The response of some of the consumers was not up to the mark. So the survey may

give the biased result.

 The sample size taken for each of the survey in this project was very less and

limited.

94
 RECOMMENDATIONS

 Advertisement to build the brand image that will provide the required ground to

establish the authenticity to the product.

 POP (Point of Purchase) displaying the cost of water at Rs.4 per liter, as the perception

of the people is that mineral water cost Rs. 20 per Lt.

 Awareness programs at health club, schools & Nursing homes.

 To win over the consumer belief and faith over the purity of the product

 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.

 Mineral water is poly bags like milk is more convenient to the consumers.

 The company should organize camps at various part of the city also road show to bring

about the difference b\w mineral water and filter/purified water and to tell the people

how water is more hygienic than filtered water/purified water.

95
 To aware people the cost benefit analysis to the customer of how the mineral water

would cot less and benefit more, because people using purifier system cost too much.

From the study it has been found that majority of the people do not have any brand

preference. The company should establish brand image in mineral water with the help of

advertisement & better service to the customers.

 To win over the consumer faith over the purity of the product the company should have

redressed forum where people can convey their grievance.

 The redressed forum should be located zone wise and the company should see the zonal

head reports every day regarding the grievances of the customers. The company should

make proper arrangements to get away with the grievances of the consumers as soon as

possible.

 Bottle distribution such as cold drink i.e., bottle which is returned back after the

consumption of the product, which would be easily available in the market, the

customer has to pay less amount with respect to cold drinks, which would lead them in

switching over to mineral water instead of cold soft drink.

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 Bisleri should have a quality check over their break-away weal in 500ml.pet and 1ltr

pet. Sometimes retailers get annoyed if it is not tempered properly.

 There is large market of packaged drinking water and company should look after the

production unit and maintained production level in accordance with the market

requirement.

 There are some institutional consumers which have large consumption for them.

Company should have some promotional schemes. They should provide them free

dispensers.

 Special emphasis should be given to availability of water on time.

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 QUESTIONNAIRE

FOR RETAILERS

NAME: __________________________________

PHONE NO: __________________________________

ADDRESS: __________________________________

__________________________________

Q.1. Are you selling the mineral water?

(a) Yes (b) No

Q.2. Reason for buying Bisleri?

(a) Consumer's demand (b) Brand image

(c) Margin (d) Substitute product

Q.3. Brands of Mineral water available on counter?

(a) Bisleri (b) Kinley (c) Aquafina

(d) King fisher (e) others

Q.4. Which size of Bisleri has more sales?

(a) 1.2 Ltr (b) 2 Ltr

(c) 5 Ltr (d) 20 Ltr

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Q.5 Approximate daily/monthly sale of mineral water from this

counter.......................... ........................................ ..................................................

Q.6. Most preferred Brand...................................................................

& Why........................................................................................................

Q.7. Any complaint regarding Bisleri ?

(a) Yes (b) No

Q.8. Your suggestion for improving Bisleri...........................................................

Q.9. Any suggestion for increasing the sale of Bisleri..........................................

Q.10. In case Bisleri is not reaching you, should we contact you?

(a) Yes (b) No

DATE:

PLACE:

SIGNATURE

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 BIBLIOGRAPHY

 Books

Author - Philip Kottler

Title - Marketing Management
Publisher - Hall of India Pvt. Ltd.
Edition - 11th

Author - Saxena, Ranjan

Title - Marketing Management
Publisher - Tata MeGraw-Hill Publishing company Ltd.
 Website

www.hotbot.com

www.google.co.in

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