CHAPTER –I

INTRODUCTION

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 INTRODUCTION:

Market Research is the procedure of systematic accumulation, recording and collating of

data about clients, competitors and the market. Market research can assist to generate a
business plan, to fling a fresh product or service, fine tune alive products and services, dilate into
fresh markets etc. It can be used to control which section of the population will procure the
product/service, based on elements like age, gender, location and income degree. It can be found
out what market attributes your target market has. With market research, corporates can learn fresh
about prevailing and potential customers.

The intent of market research is to assist companies compel better business decisions about the
outgrowth and marketing of new products. Market research portrays the tone of the consumer in a
company.

A schedule of questions that can be responded through market research:

What is going on in the market? What are the inclinations? Who are the competitors?

How do customers talk about the products in the market?

Which needs are of important? Are the needs being met by current products?

A simple example of what market research can do for a business is the following. At the
company Chevrolet they brought several disciplines together in a cross-functional team to
develop a concept for a completely new Corvette. This team enabled the marketers to come up
with an substitute concept, one that balanced 4 attributes: comfort and convenience, quality, styling,
and performance. This was considered radical because comfort and convenience were not
traditional Corvette values. However, market research demonstrated that consumers supported
the alternative concept. As a result the new Corvette was a huge success in the market.

There are two types of Market research, Primary and Secondary.

With market research you can get some kind of confirmation that there is a market for your idea,
and that a successful launch and growth are possible

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 NEED OF THE STUDY

This Particular topic is chosen because every organization requires Marketing Research to sustain in
long run and provide goods and services. Marketing Research helps to modify or develop new product
as per the market needs and preferences. The intention of market research is to aid companies to make
superior business decisions about the enlargement and marketing of new products. Market research
represents the tone of the consumer in a company.

BISLERI is the foremost company to launch mineral water and ruled the market for several decades as
the time passed many other players have entered into this segment to endure the competition company
has to modify new products or introduce new products and watch Product Life Cycle and develop
products as per customer preferences.

For Introducing or modifying product, Research plays an influential role for knowing the taste and
preferences of the customer. The purpose of market research is to assist the companies to make
ameliorate business decisions about the advancement and marketing of new products. Market research
represents the words of the consumer in a company.

OBJECTIVES OF THE STUDY

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 1) To know about the tastes and preferences of the consumers regarding Mineral Water.
2) To find out the position of Bisleri.
3) To know what changes consumers are expecting.
4) To evolve or modify product as per the tastes and preferences of the consumers.
5) To provide the company required information about new product development.

SCOPE OF THE STUDY

1 ). The research work “A study of market research on New product development, is to

understand about market research regarding Bisleri International ltd.

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2). The scope of the study is restrained. The study is a eminetly minor subscription to the
company as it is only cramped to the twin cities .The learning would merely be a drop in the
ocean, This research can help the distribution in this area.

3). The study can be escorted on a national basic too alongside a broad sample size and
examining abundant numbers of respondents.

TYPES OF RESEARCH:

For this study deseriptive researeh method has been used

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DESCRIPTIVE RESEARCH:
Descriptive study is a fact verdict investigation with an competent interpretation it focus on
particular aspects of dimensions of problem study. In the study it is planned to congregate
descriptive information and provides sophisticated studies.
In this investigation interviewing and questionnaire techiques are used to congregate data.
Source of data:

The source of data may be classified into

A) Primary source
B) secondary source

A) Primary source:

For my study I used primary source of data. Primary source are authentic sources from which I directly
collected the data.

Primary data are proximate information possessed through various methods such interviewing,
mailing etc....

METHODS OF PRIMARY DATA COLLECTION:

There are various forms of data accumulation. A method is different from a tool .While a method
refers to the practice or rage of accumulating data, a tool is an instrument used for the method.

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A) Observation B) Interviewing C) Mail survey.

D) Experimentation E) Simulation F) Projective technique.

In my survey I used the methods of interviewing and mailing .interviewing is the face -to-face
conversation amidst the investigator and the respondent.

Mailing is used to assemble data by getting questionnaires completed by respondents.

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TOOLS FOR DATA COLLECTION:

In my survey I used interview scheduled.

In my survey I used interview scheduled and mailed questionnaire.

INTERVIEW SCHEDULED AND MAILED QUESTIONNAIRE:

I used interview scheduled and mailed questionnaire as a tool for data collection while a schedule
used for interviewing, questionnaire is used for mailing.

I have complete list of questions on which information is extort from the respondents.

INTERVIEWING:

The interview may be arcaned into

a) structure or directive interview

b) Unstructured interview or non Directive

c) Focused interview
d) Clinical interview
e) Depth interview

STRUCTURED OR DIRECTIVE INTERVIEW:

From the above types of interview I used structure, directive interview. This is an interview with a
detail standardize agenda. The same questions are put all the respondents and in the uniform series .Each
question is asking the same way in each interview , promoting measurements reliability.

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QUESTIONNAIRE:

They may be classified into closed questions and opened questions in my questionnaire .1 used
closed questions; in closed question methods I used two choices and multiple choice questions. I
used few open-ended questions.
2.Element selection technique

In this basis the samples may be either restricted or unrestricted. When each sample element is
drawn individually from the population at bulk than the sample. So drawn is known as
"unrestricted sample" where as all other forms of sampling are covered under the term
"restricted sampling".

Non- probability sampling:

In my study I used non -probability sampling. In this type of sampling items for the sample are
selected deliberately by me. I have intentionally choosen the specific units of the consulting a
sample on the support that the small mass . That they so selected out huge once will be typical
for representative of the whole .

The primary methods of non probability sampling are

1) Convenience sampling
2) Purposive or Judgment sampling
3) Quota sampling
4) Accident sampling
5) Show ball sampling

Convenience sampling:

When a sample is done concord to its one's own convenience with out any systematic method, it is
known as convenience sampling. Though this method is unscientific ,some times none other
than convenience sampling is possible.

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Sample Design:

1. Sample Element
2. Sample unit
3. Sample frame work
4. Sample Size
5. Sample Extent

1. Sample Element".

It means the person to whomsoever you are going to conduct the interview or the person whom
going to may for study . In a marketing research for durable product retailer will be sampling
element.

2. Sample unit:

It is the difference among the retailers. For example they may be categories selling of retailers .

3. Sample frame work:

The list of the address from the retailers, it means the name of the retailer , the residential
address of the retailer and the telephone numbers obtained from the seller.

4. Sample Size:

It means the number of persons going to interview the study.

5. Sample extent:

It is the area research to be conducted

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 LIMITATIONS OF THE STUDY

1) The study was cramped to twin cities.

2) The information given by the respondents may be biased.

3) Suggestions given at the end of the report are based on the information collected,
which may not be accurate due to the inconsistency of the consumers.

4) Due to time constraint more information could not be collected.

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 CHAPTER -II
REVIEW OF LITERATURE

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 Untill two decades back, drinking water was not a marketable packed merchandise in our
country. Since it was given free of cost all by nature, no one had such an idea of its
marketability. Hence, the sustained water is a new merchandise to the Indian consumers and
there was no much struggle taken to co-operate more study in this field. On account of this
fact, the researcher attempted to summarize some of the research studies undertaken in some
other related study. Brief review of the past research associated to bottled water

Bomher H, Recsh K.L. (2000) in their article, “Mineral water or tap water A logical findings
of the literature regarding the question of microbial protection”, say that based on infrequent
information of microbial contamination of mineral waters, it has been favoured that, for safety
reasons, peculiarly immuno endangered patients should drink tap water preferably than bottled
mineral water. However, in provision of safety, evince of the clinical ramification may allow a
meliorate estimate than a positive in vitro test for contamination. Therefore, they investigated
the literature on historical disease outbreaks due to contaminated mineral and tap waters.
Situation of contamination of tap water were recorded in nearly all countries. In 35
communications they constituted reports on a aggregate of 423,000 cases of disease outbursts
due to adulterated tap water, in some cases even with dangerous consequence. Main diagnosis
was gastroenteritis, and main categories of microorganism was crytosporidium. In contrast,
there was no chronicled instance of disease outbreak due to contaminated bottled mineral water.
Tap water as well as bottled water is both supremely safe components of nutrition. The
recommendation that tap water is better than mineral water, particularly for high-risk patients, is
not affirmed by the literature.

Source:- Bohmer H, Resch KL, “Mineral water or tap water- A systematic analysis of the literature concerning
the question of microbial safety”, 2000, Available at www.ncbi.nlm.nih.gov/pubmed/10800246

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K.Nithiyanandan (2000)2 in his project work entitled, “Market condition of mineral water
business with a special citation to TEAM”, contemplates that consumption methods are shifting in
packaged mineral water business. Mineral water is now supplied on trains and aeroplanes.
Additionally the standard one-litre bottled water which is still the greatest seller, a immense
assortment of pack sizes have been introduced. Mineral water is now accessible in 200ml pouch,
and 500ml pet bottle, 1 litre and 2 litres bottle, 5 litres jar and 20 litre cans. In railway departments,
trains run for two or three days may demand about 50,000 litres of mineral water for a travel. In the
advanced day life, stressful working position and exigent life style make the body loose its
electrolytic balance. With companies locating mineral water as divergence of health, it has made the
market dormant limitless.

Source:- K.Nithiyanandan, “Market status of mineral water industry with a special reference to TEAM”,MBA
project report department of Management Studies, Madurai Kamarajar University, Madurai, April 2000

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G.Durai (2001)3 made an effort to examine the future outline of mineral water aside from
adjudicate out the paramount brand in Chennai city. In the case of fast moving packages, it
has been revealed that one-litre bottles are more in demand accounting for 60 per cent of
sales as against 10 per cent of deals of two litre bottles. The rapid moving and foremost brand
was known as Bisleri due to its taste and reliability of the company. He descried that safe and
trustworthy water distribution can no more be held for acknowledged not even in the most
developed countries and the consumer is quite amenable to pay more for quality taking into
consideration his own need, and his family health

Source:- G.Durai,”Future Prospectus of Mineral Water,” MBA Project Report Submitted to Department of
Management Studies , Madurai Kamarjar University, Madurai, 2001

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Catherine Ferrier (2001)4 in her research paper recommended that bottled water attribute is
commonly good, although it can endure from the same defilement dangers as tap water. In Europe,
natural mineral water quality is habitually attested, both by autonomous labs and by companies‟
domestic services. These latter controls may not be fully reliable. However, it is not in the concern of
the companies, who establish their marketing strategies on the purity of their products, to hide away
casual and detectable contamination. To make sure bottled water quality is as good as it is claimed to
be, companies should release their quality tests on a day-to-day basis and make them available to a
wide number of people, for instance through the internet. It is vital that consumers have accession to
crucial data, directly on the bottles‟ labels, i.e., the “type” of water (natural mineral water, purified
water, etc.), its mineral composition, and the position of the spring or the analysis this water might have
undergone. International companies locally investing in bottled water businesses should make sure that
the products are of good quality and packed in hygienic conditions, peculiarly in emerging and
developing countries. They should also be careful to the additional pressure they put on local water
resources. Solutions, e.g. re-using bottles of water in adequate sanitary conditions on a local basis,
rather than just recycle or re-manufacture them into new products.

Source:- Catherine Ferrier, “Bottled Water: Understanding a social phenomenon”, Discussion Paper, April
2001

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Senthil kumar (2002)6 in his study focused to find out the sources of awareness of consumers
towards mineral water and the individual consumption of mineral water. He established that
promotion is the best origin of data as all the appellants are aware of mineral water. Mostly all the
respondents spend up to Rs.500 per month toward mineral water, consume mineral water for the
one to two years having monthly consumption of up to 10 litres. The encased drinking water
consumer is tempted by the benefits of easy accessibility, pureness and hygiene and only a small
segment of consumers have evolved to the level of sole devotee of good brand. The packaged
drinking water is now served on trains, airlines and in parties. Besides, the companies have
introduced bigger pack sizes to cater to a assortment of needs. Packaged drinking water is
accessible in 1 litre, 2 litres and 500ml pet bottles, 20 litre canes and 200 ml packets. packaged
drinking water market in the country is possesed for a proportion leap not withstanding the rigid
quality standards to be imposed by the Bureau of Indian Standards of manufacturing units.

Source:- Senthil kumar.T.S , “Marketing of mineral water study on consumer and let outlets in Coimbatore
city”, M.Phil dissertation submitted to Bharathiar University, Coimbatore, 2002

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Gary L. Geissler & John E. Gamble (2002)7 in this article made an strive to study the bottled
water industry that has veteran explosive rise during the past decades, immensly due to a widely
held consumer perception that bottled water is purer and healthier than tap water. Recent studies
hiked questions regarding bottled water is eventually superior than tap water. during the disputation,
there is a need to help simplify contemporary consumer perceptions pertaining water quality and
purity and to inspect associated new product-development implications. A product conception test,
among 386 bottled water consumers is consumed here to cater an evaluation of a proposed bottled
water brand that would be produced by a local water company. Overall, the research indicates that
the product concept is promising, but needs some refinement. The managerial insinuations, notably
concerning additional purification of tap water and critical success factors, apply not only to the
proposed product but also to many other candidates into the sustained water market. Ultimately, the
bottled water market‟s attractiveness varies, depending on the competitive capabilities of the seller.
Industry competition is fierce, and successful sellers must possess core competencies related to low-
cost production and packaged goods marketing. Bottled water, for the most part, is a commodity
product that gains shelf space and sales through effective differentiation and image building.

Source:- Gary L. Geissler and John E. Gamble, “Straight from the Tap? Consumer Evaluation of a Bottled
Water Product Concept”, Journal of Food Products Marketing, Vol. 8(2) 2002, pp.19-32

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Peter Jaer Jensen, Jeroen Ensink, Gayathri Jayasinghe (2002)8 had carried out a study on
domestic transmission routes of Pathogens: the complications of in-house adulteration of drinking
water in the course of storage in developing countries aforesaid that even if drinking water of poor
rural localities is procured from a learned origin, it can become adulterated amid storage in the
home. To explore the corresponding importance of this domestic domain contamination, a five-week
intervention study was conducted at 67 households in Punjab, Pakistan and were provided with new
water storage pitcher, habitually used in the area and the remaining 34 households admitted a
narrow-necked water storage pitcher, preventing direct hand contact with the water. The effect of
their study displayed that the domestic domain contamination with indicator bacteria is vital only
when the water source is comparably clean, that contains less than 100 Escherchia coli / 100 ml of
water. When the number of Escherchia coli in the water origin is above this value, interventions to
prevent the domestic adulteration would have an impression on water quality compared with public
domain interventions. Although the bacteriological water quality improved, elimination of direct
hand contact with the stored water inside the household could not prevent the casual occurance of
extravagant contamination values that are often thought to originate within the domestic domain
have to be associated to the public domain tranmisssion.

Source:- Peter Jaer Jensen, Jeroen Ensink, Gayathri Jayasinghe, Tropical Mediane and international journal,
Vol.7, issue 7, pp. 604-609, July 2002

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H B Mathur, Sapna Johnson Rashmi Mishra, Avinash Kumar, and Bhupinder Singh (2003)9 in
their research titled “CSE Report on pesticide residues in bottled water”, abstracted pesticide deposits
in bottled water. Pure drinking water is a luxury in India today. Majority water sources are
contaminated; waterborne diseases such as diarrhoea, dysentery, typhoid, jaundice and gastroenteritis
are mass. Even the municipal water supply is not free of contaminants like pesticides, and arduous
alloys. People either churn water for drinking purpose or install purifiers. Of late, they have also
twisted to bottled water, accessible in the open bazaar; this water is recognized as safe. Given the
human requirement on water, they cannot confer to be careless regarding the type and quality of water
they drink. Numerous top brands like Bisleri, Kinley, etc. asserts about purity of their mineral water
and promote their water, as the safest. But the basis of water for different bottlers is bore-well
(groundwater).
According to the BIS drinking water standards, the desirable limit for pesticides is given as “absent”.
The allowable limit, in the nonattendance of any other substitute source is given as 0.001mg/l (1μg/l).
The BIS average for packaged drinking water IS 14543:1998 and Natural Mineral Water IS:
13428:1998 covered under the significant PFA states that pesticide remains “should be below
detectable limits” when tested in agreement with the relevant methods. Though, when tested for
organochlorine pesticides and organophosphorus pesticides, the water, bottled by the five top brands
and other less popular brands were found to be adulterated with pesticide residues

Source:- Prof H B Mathur Dr Sapna Johnson Dr Rashmi Mishra,Mr Avinash Kumar Mr Bhupinder Singh
CSE Report on “pesticide residues in bottled water” (Delhi region) 2003

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ADA Division of Communications (2003)11 in cooperation with the Journal of the American
Dental Association report conveyed that the human body is made up mostly of water and depends on
water to keep organs and systems operating properly. Water controls body temperature; helps
discharge excess, cushions the joints and carriages nutrients and oxygen to billions of cells.
Increasing water absorption, from time to time can help relieve a condition called dry mouth, or
xerostomia. And water that accomodates an satisfactory amount of fluoride helps prevent tooth
decay and forms strong teeth. Health experts eventually recommends consuming eight to 10 cups of
water a day. The amount may vary based on body size, physical activity and exposure to hot
weather. Additional health-conscious consumers are sipping bottled water. Some even forgo
fluoridated tap water in their homes for expensive bottled water. A contemporary study shows that
Americans consumed more than five billion gallons of bottled water in 2000, more than dual the
amount from a decade earlier. Some forecasted that bottled water soon may become the world‟s
second maximum popular beverage afterward soft drinks. If bottled water is the chief basis of
drinking water, people could be lost the decay-preventive benefits of fluoride, a naturally occurring
mineral that benefits avert tooth decay. Water fluoridation is a society health amount that is
recognized widely for its role in avoiding tooth decay. In parts where natural fluoride happens in
water under the greatest level, many communities add a tiny quantity of fluoride to the water supply
to make convinced that residents skill the assistances of fluoride. While the fluoride content of
bottled water differs significantly, the huge majority of bottled waters do not comprise optimum
levels of fluoride. Some comprise no fluoride. When water is cured before it is bottled, fluoride may
be disoriented. For example, many popular brands of bottled water undergo reverse osmosis or
distillation. These treatments expel all of the fluoride from the water.

Source:- The Journal of the American Dental Association, vol. 134 no. 9 1287, ISSN:0002-8177, September
1, 2003.

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A. Daarowska, A. Borcz & J. Nawrocki (2003)12 in their article specified that with elevated ingestion
of bottled water, it is essential to pay more consideration to its superiority. However, the quality check
system in bottled water plants nurture to be attentive on the microbiological safety of water. Polyethylene
terephtalate) (PET) cans are today casualy used for bottling mineral water, Whilst PET bottles can be
answerable for the formation of unwanted carbonyl compounds that can emigrate into its contents. Before
manufacturing a bottle, the plastic has to pass through a sequence of processing stages. During this
treatment, thermal degradation and hydrolysis can occur with the PET material. The high temperature
used in the final stage of the bottle preform fabrication from the PET material causes thermal degradation
of polymer and contributes to the formation of the high absorption of acetaldehyde in the polymer
structure. The technology of PET bottle production reasons thermal degradation of the polymer and this
process can lead to aldehyde formation. Acetaldehyde is controlled in the polymer structure of bottle
matter and during the storage period passes from the wall into the water and into the air. The higher the
degree of acetaldehyde in the bottle material, the greater the equal of acetaldehyde in bottled water. There
is no association between pH and aldehyde concentration in bottled water.

Source:- A. Daarowska, A. Borcz & J. Nawrocki, “Aldehyde contamination of mineral water stored in PET
Bottles”, Food Additives and Contaminants, Vol. 20, No. 12, December 2003, pp. 1170–1177.

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Kozisek (2004)15 in his study “Health risks from drinking demineralised water” points out
that drinking water should contain minimum levels of certain essential minerals (and other
components such as carbonates). Regrettably, over the historical two decades, little research
attention has been given to the beneficial or protective effects of drinking water substances.
The main focus was on contaminants and their toxicological properties. Nevertheless, some
studies have attempted to define the minimum content of essential elements or TDS in
drinking water, and some countries have enclosed requirements or guidelines for select
substances in their drinking water regulations. Albeit these are exceptional cases, the issue is
suitable not only where drinking water is obtained by desalination but also where home
treatment or central water treatment cut down the subject matter of vital minerals and low
mineral bottled water is depleted. Although drinking the dormant for contrary health effects
from long-term ingesting of demineralised water is of attention not only in countries wanting
competent fresh water but also in countries where various categories of home water treatment
systems are broadly consumed or where some sorts of bottled water are expended. Numerous
brands of bottled water are fashioned by demineralising fresh water and then adding minerals
for necessary taste. Persons overwhelming certain types of water may not be receiving the
added minerals that would be present in more extremely mineralized waters.

Source:- F. Kozisek, “Health risks from drinking demineralised water” World Health Organization, Geneva,
2004 Available at http://www.who.int/water_sanitation_health/dwq/nutdemineralized.pdf

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Adrian Feru (2004)16 in his article entitled “Bottled natural mineral waters in Romania”, stated
that “distinct from drinking water appointed by the municipal network or from other bottled
waters, all of which experience some form of anterior behavior in order to develop potable, the
natural mineral water is an ecologically pure invention, that by virtue of its composition may
induce salubrious health effects. According tothe EC Order 80/777, the main measures used for
important the natural mineral water raise to its original purity and its satisfactory protection
against any pollution hazard. In Romania, mineral water consumption is an old tradition. The
geological condition and the presence of pure areas favoured the growth of mineral water sources
of an quality outstanding, many of which include also carbon dioxide in natural state. The current
work exhibits the main foundations of bottled mineral water in Romania, classified as a function
of total mineral gratified, ionic composition and carbon dioxide content. There are also forwarded
predict pertaining the medium-term evolution of the arrangement of the bottled mineral water
market in Romania. In Romania, similar to Germany, the consumer is strongly attached to the
habit of drinking carbonated mineral water.

Source:- Adrian Feru, “Bottled natural mineral waters in Romania”, Environmental Geology Springer-Verlag,
2004, p.670–674.

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Gabriel J. Bowen, David A. Winter (2005)19 in their article indicated that bottled and packaged
waters are an progressively significant component of the human diet. These merchandise are managed
at the regional, national, and international levels and determining the accuracy of marketing and
labelling claims represent a challenge to regulatory agencies. Here, they exhibit a dataset of firm
isotope ratios for bottled waters sampled universal, and reflect possible applications of such data for
controlling, forensic and geochemical standardization applications. The hydrogen and oxygen isotope
proportions of 234 samples of bottled water range from 147% to þ15% and from 19.1% to þ3.0%,
individually. These values fall enclosed by and stretch most of the normal reach for meteoric waters,
indicating that these commercially available products represent a source of waters for use as laboratory
functioning patterns in applications requiring standardization over a large reach of isotope ratios.
The slow values of bottled water examples cluster along the worldwide meteoric water line, suggesting
that bottled water isotope ratios preserve material about the water sources from which they were
derived. Using the dataset, they prove how bottled water isotope ratios deliver evidence for
considerable evaporative enrichment of water sources prior to bottling and for the marketing of waters
resulting from mountain and lowland sources under the similar name. Judgment of bottled water
isotope ratios with natural environmental water isotope ratios validates that on average the isotopic
composition of bottled water tends to be similar to the configuration of naturally available local water
sources.

Source:- Gabriel J. Bowen, David A., “Winter Stable hydrogen and oxygen isotope ratios of bottled waters of
the world”, Rapid Commun. Mass Spectrom. 2005; 19: 3442–3450, Published online in Wiley Inter Science
www.interscience.wiley.com.

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Nils Rosemann (2005)22 in his report said that deficient water quality frequently moves the poor, who
have little power to modification policies and significances and who cannot afford substitutes, such as
bottled water, filtering and boiling. The Government of Pakistan officially self-confessed that “richer
families are considerably more likely to have water piped to a tap in the domestic”. Additionally, the
Government of Pakistan recognized that the meeting of corporations, which quotation groundwater and
sell it as bottled water, might be one of the factors working against water quality improvement because
it has reduced the political pressure for improvement by this part of society whose voices are valued and
heard. In these situations, bottled water leftovers the only additional basis of safe water. Nestlé‟s „Pure
Life‟ has grownup to meet these new demands. “It originated in the Taking only the lowest 60 percent
of income into consideration, the monthly average household income in urban areas was PKR 6,127 and
in rural areas PKR 4,936. This average of PKR 5,186 monthly income for one household is not spent
for water, especially not for bottled water. Only a small proportion of households pay for drinking water
at all. Among the population as a whole, only 17 percent of households pay for water and this
proportion reaches only seven per cent in rural areas.

Source:- Nils Rosemann, Drinking Water Crisis in Pakistan and the Issue of Bottled Water the Case of
Nestlé‟s „Pure Life‟, April 2005, Available at
http://www.alliancesud.ch/en/policy/water/downloads/nestlepakistan.pdf.

27
. Paul L.W. Krueger (2005)23 in his dissertation found that perception of risk depends on how, and by
whom, it is communicated. Public performs designate that drinking water policy and perceptions
regarding risk are disconnected. Harold Innis‟ “monopolies of knowledge” and William Leiss‟
writings on the authority of nature and risk message illustrate why this interruption exists and Marshall
McLuhan‟s “laws of media” are a technique for identifying potential reversals of probable outcomes.
This thesis addresses risk message, studies water policy and legislation, presents the outcomes of a
user survey, and makes references for policy formation. The emerging trends disclosed that there are
differences in the perception of tap water and uses of bottled water or treated water between gender
and among different age groups. The community one lives in may have a behavior on these same
perceptions and ways, and the only trend that was gleaned from analysing where someone instigated
from is that those from the Lower Mainland are most likely to use home water treatment devices.

None of the cross tabulations showed any dramatic differences when compared to the overall sample.
The ever-increasing sales of bottled water and water filtration kit give testament to the detail that more
are turning to private purveyors of water. Complete, that 60.45% detailed they trust tap water, but
sixty-one percent buy bottled water habitually more than once a month and 70.5% have a home
filtration system or buy the large cooler-type bottles of drinking water (twenty-one percent do both).
Of the group that faith tap water, fifty-four percent buy bottled water but twenty-eight percent, who do
not trust tap water, do not buy bottled water. Sixty-three percent of those that specified they belief tap
water use home water treatment or buy the big cooler water bottles. Equally, eighteen percent of those
who specified they do not trust tap water, do not have home filtration or other water action, nor do they
buy the big cooler bottles, and seven percent of them must drink tap water despite their lack of trust, or
drink no water at all, for they do not filter nor buy large or small bottled water.

Source:- Paul L.W. Krueger, “Water talk: an analysis of monopolies of knowledge, risk communication and
potable water policy in British Columbia”, Master of Arts thesis submitted to Simon Fraser University, USA,

28
2005

Miguel F. Doria (2006)26 in his article entitled “Bottled water against tap water: thoughtful
consumers‟ preferences”, says that ingesting of bottled water has been collective reliably over the last
decade, even in countries where tap water quality is measured exceptional. This paper deliberates some
of the details why people choose for an option that is often more exclusive and less contented than tap
water. Consumer surveys regularly stress two mai(exclusively taste) and health/risk worries. However,
many other features are complicated, including demographic variables and the perceived quality of the
water foundation. Belief in tap water companies also seems to affect public behaviour. A stronger
image of bottled water consumption can be attained when distinct aspects are considered. One of the
conclusions of this paper is that more research is needed to verify and substantiate the findings of
previous research. Most studies on the social aspects have consisted of descriptive surveys.
A superior diversity of methodological methods, including blind tests and the growth of regression
representations, can lead to a much improved understanding of the influences involved and their
relative influence to consumers‟ preferences. Cross-national studies, where similar research
instruments are applied to different countries, are also desired and can contribute to a better
interpretation of national surveys.n factors: dissatisfaction with tap water organoleptics

Source:- M. F. Doria,“Bottled water versus tap water: understanding consumers‟ preferences”, Journal of
Water and Health, Vol. 04.2, 2006, IWA publishing, pp-271-286

29
Bhushan’s (2006)27 in his study “Structure and economics of Indian bottled water
manufacturing” reports that the per capita bottled water ingesting in India is still quite
slighter than five litres a year as compared to the global consumption of 24 litres. Though,
the total annual bottled water consumption has risen quickly in current times and it has
tripled in 1999 and 2004 from about 1.5 billion litre to five billion litres. These are
prosperous times for the Indian bottled industry more so since the economies are sound, the
bottom line is sound and the Indian government barely cares or to what happens to the
nation‟s water resources. In 2002, the industry had an projected turnover of Rs.10 crores to
Rs.1000 crores. Now it is one of India‟s wildest growing industrial subdivisions, between
1999 and 2004 the Indian water market grew at a compound annual growth rate (CAGR) of
25 per cent, the uppermost in the world. The Indian bottled water business is big by even
global standards. More than 200 brands, nearly 80 per cent are local. Most of the small-
scale creators sell non-branded matters and serve small markets. In fact, making bottled
water is today a cottage trade in the country. The Indian bottled water industry flourished
with the economic liberalization process in 1991. The market was still until 1991, when the
petition for bottled water was less than two million belongings a year. Though, since 1992,
it has not looked back, and the demand in 2004-05 was a astounding 82 million cases.

Source:- Bhusahan‟s, “Structure and Economics of the Indian Bottled Water Industry”, Frontline, Volume 23,
Issue 7, April 2006.

30
Barrie Stevens, Pierre-Alain Schieb and Michel Andrieu (2006)34 established that mass of the
industrialized world and the wealthiest patrons in the emergent countries do not pay the true budgetary
costs of water services and the poorest have to grasp water from local transporters or bottles at up to
500 times the cost for their wealthy neighbours in the same country. Inspite of the convenience of
good-quality, constant water supply from the tap in developed countries, there is an increment demand
for bottled water. This may be due to discernments that it is of better quality, or for taste, fashion or
convenience. Worldwide, the expense on bottled water has now stretched some USD 100 billion per
year and feasting is growing at a rate of 10% per annum. The extensive consumers are the United
States, Mexico and China, with consumption in China developing the quick in the period 1997-2002.
Regionally, there has been substantial growth between 1997 and 2002 on all continents except in
Africa. The amounts being bushed on bottled water internationally could pay for piped supplies to most
of the world currently missing these facilities, and the material and transport resource use then
pollution from the packaging (mostly PET plastic) have main influences. In particular developing
countries, producers proceed to over-abstract from aquifers to build high-cost bottled water,
cooperating local supplies

Source:- Barrie Stevens, Pierre-Alain Schieb and Michel Andrieu, “A Cross-sectoral Perspective on the
Development of Global Infrastructures to 2030, Infrastructure To 2030”: Telecom, Land Transport, Water And
Electricity – ISBN 92-64-02398-4 , 2006.

31
 CHAPTER -III

COMPANYPROFILE

32
 COMPANY PROFILE

Bisleri was primitively an Italian Company fabricated by Signer Felice Bisleri who first brought the
idea of merchandising bottled water in India. Bisleri then was established in Mumbai in glass
bottles in two variations - bubbly & tranquil in 1965. Parle acquired Bisleri (India) Ltd. in
1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later on
Parle substituted over to PVC non-returnable bottles & eventually sophisticated to PET cans.
Since 1995 Mr. Ramesh J. Chauhan has started burgeoning Bisleri operations. In 2003 Bisleri declared
it's enterprise to Europe.

Mineral Water in the name 'Bisleri' was first presented in Mumbai in glass bottles in two
variations - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company
was initiated by Signer Felice Bisleri who first fetch the idea of dealing bottled water in India.

Parle procured over Bisleri (India) Ltd. In 1969 & commenced bottling Mineral water in crystal
bottles in the brand name 'Bisleri'. Later on Parle shifted over to PVC non-returnable bottles & at
long last avant-garde to PET vessels.

Since 1995 Mr. Ramesh J. Chauhan has begin burgeoning Bisleri operations considerably and
the turn over has increased more than 20 times over a period of 10 years and the average
development rate has been around 40% over this period.

Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the entire
span of India. In our future enterprise we express to put up four additional plants in 06-07. We
command a 60% market share of the arranged market. Over whelming acceptance of 'Bisleri' &
the element that we founded bottled water in India, has made us identical to Mineral water & a
domiciliary name. When you consider of bottled water, you think of Bisleri.

We at Bisleri appreciate our customers & consequently we have cultivated 8 unique pack sizes
to suit the demand of each and every personal. We are present in 250ml cups, 250ml pet bottles,
500ml, 1L, 1.5Ls, 2Ls which are the non-returnable packs & 5L, 20L which are the returnable packs.

33
Till date the Indian customers has been suggested Bisleri water, however in our accomplishment
to bring to you something refreshingly new, we have acquaint Bisleri Normal Mountain Water -
water brought to you from the foot hills of the mountains located in Himachal Pradesh. Hence our
product assortment now consist of two variations : Bisleri with added minerals & Bisleri Mountain
Water.

It is our responsibility to advance every Indian pure & clean drinking water. Bisleri Water is put
through multiple phases of purification, ozonised & finally packed for drinking. Meticulous
R&D & stern quality controls has made us a market dominator in the bottled water segment.
Severe hygiene circumstances are preserved in all plants.

In our effort to assert severe quality controls every item purchases achieves & caps only from
accepted vendors. We manufacture our own bottles home. We have freshly solicited the latest
world class state of the art machineries that puts us at par with International standards.
This has not only relieved us advanced packaging excellence but has also diminished raw material
wastage & crumpled manufacturing capacity.

You can be rest confident that you are drinking safe & pure water when you consume Bisleri.
Bisleri is free of impurities & 100% safe. Enjoy the Sweetened taste of Purity !

VISION:
We are in the Business to serve the customer.
He is the most vital person.
He is the only person who pays.
He deserves the best quality and
presentation at an reasonable price.
We must have world class quality,
at the lowest production cost,
and the lowest distribution cost.
This will make us an indomitable leader,
and will have convinced loyal leads.

34
THE JOURNEY TILL NOW:

IN 1969: Subscribed Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in
cut-glass bottles then.

Early-1980s: Shifted to PVC bottles. Urge sales

Mid-1980s: Replaced to PET bottles, which meant greater explicitness and life for water.

In 1993: Sold carbonated beverage brands like Thums Up, Gold Spot and Limca to Coca-Cola for
Rs 400 crore.
In 1995: Bisleri launched a 500 ml bottle and trades rised up by 400 per cent. 1998; They Presents a
tamper-proof and tamper-evident cover.

In 2000: Introduced the 20-litre bottle to take prices down from Rs 10 per litre to Rs 2 per litre.

In 2001 BIS cancelled Bisleri's licence of a water bottling in Delhi because certain of the bottles
did not contained ISI label; The licence is reinstated one-and-a-half months later.

In 2002: Kinley acquired Bisleri. The national retail provisions auditted by ORG-MARG
shows Kinley's marketshare at 35.1 per cent when related to Bisleri's 34.4 per cent.

In 2003: Bisleri said it plans to project out into Europe and America to vend bottled water.

PURIFICATION PROCESS:

The Water treatment Process CHLORINATIQN :

1) Kills micro organisms. Remove organic matter. ARKAL FILTER :
2) Removes suspended matter and turbidity. CARBON FILTER:
3) Removes residual chlorine & odours REVERSE OSMOSIS :
4) Removes organic material. Controls total dissolved solids in the water.

35
MINERALS :
For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION:

Additional safety measures to guarantee purity. OZONATION :

Ensures water remains bacteria free for longer life.

PACKAGING PROCESS:

The Filling, Capping & Labelling Process:

The most important feature of our line is that the bottles are untouched by hand right through the
rinsing, filling, capping & labeling operations. The RFC is a monoblock unit & it is a neck run
machine, which means that the bottle is hold by the neck while being rinsed, filled & capped.
Bottles are fed by an air conveyor from the blowing unit directly into the in feed of the RFC where
they are firmly gripped and gently inverted & then internally showered with ozonated water at
2 Bar constraint. After debilitating, the bottles are re-inverted and relocated to the filler. They are
progressively elevated to the stuffing vales which open when a bottle is present and filling is by
gravity. The bottle is then relocated to the capper where ozonated water tinted caps are
screwed on the bottle with equable torque.

As long as our water is ozonated all merchandise contact parts are of 316L grade of stainless steel
and the rubber parts are of EPDM. All component parts are water greased above the table top.

The bottles are appellated on a hot melt falter feed BOPP labeling machine. Individual bottles
are dispersed out and provided to the labeling station where accurately cut labels with a strip
of hot melt glue at the leading & trailing edge roll around the bottle. The label is fed into the
machine in a room.

From here the bottles move through an online restrain by qualified personnel who examine each
bottle for any cracks or breakages. These are next packed into hardy cartons which are transmitted to
the market by our fleet of trucks.

36
PRODUCT RANGE:

The house of Bisleri brings to its customers the finest waters in the form of

Bisleri with Added Minerals :

Which has a TDS ( total dissolved Solids ) of approximately 100 & contains minerals such as
magnesium sulphate & potassium bicarbonate. This water is brought through multiple phases of
purification which assures the annihiliation of all types of bacteria & renders water absoluetly
safe to consume. The minerals added are extremely requisite for an individual's health, they not
only maintain the pH balance of the body but also helps keeping healthy & energetic at all times.

Available in sizes : 250ml cuups, 250ml water bottles, 500ml, 1L, 1.5L, 2L, 5L & 20L

37
BISLERI INTERNATIONAL PVT. LTD.
Regd. Office :
Western Express Highway, Andheri (E), Mumbai - 400 099.
Tel.: 022 - 6695 3030/6695 3031.
Our Unit

38

Ahmedabad
M/s.Saral Beverages Pvt.
Ltd.,
406/B, Silver Oaks Comm.
Complex,
Opp. Arun Society, Paldi,
Ahmedabad - 380 007
Tel.: 079 -
26588065/26584555
Fax: 079 - 26588054 E-
mail: bisil@satyam.net.in
Aurangabad
Badal Baharr Mineral
Water Co.P.Ltd.
Off. Plot No.77, Opp.
Vardhman Residency,
Near'RiddhiSiddhi Hall,
Ulka Nagari, Aurangabad
Tel.: 02402343121
Fax : 0240 2556366
Dhar
M/s.Gautam Breweries
(P) Ltd.,
Village - Lebad,
District Dhar (M.P.)
Tel: 07292 -
277640/277430
Fax -0731 - 4009771 E-
mail : anil@bisleri.co.in
Hubli
BTM Beverages Pvt.Ltd. N-
4, 1st Gate, Indl.Estate,
Gokul Road, Hubli 580 030
(Karnataka)
Tel.: 0836 2334769 / 2334789 Fax : 0836
2236590
Kolkatta
M/s.Orient Beverages Ltd.,
"Aelpe Court", 3rd Floor,
225C, AJ.C. Bose Road,
Kolkatta 700 020.
Tel: 30527001/2/3
Fax : 033 - 30522001 M/s.Asianlak Health Foods Ltd.,
E-mail V.P.O. Jandiali, Chandigarh Road,
Orientbeverages@red Near Kohara,
iffmail.com Ludhiana - 141 112.
Amravati Tel.: 0161-2843 215 / 274 / 652
Shramshrl Instruments E-mail: bisleri@satyam,net.in
P.Ltd. Saturna, Badnera Assam
Road, Amravati (M.S.) Sureka Projects (P) Ltd
INDIA Silasendurighopa,
Pin : 444 605 Amingoan,
Tel.: 721-2511163 / Kamarup,
2510357 Assam - 781 031.
Fax : 721 2675377 Delhi
E-mail : M/s.Adhya Himalayan Waters, WZ-8/1,
shramshri@vsnl.com Industrial Area,
Bangalore Kirti Nagar,
Bisleri International Pvt. New Delhi 110 015.
Ltd. Tel: 011-25107300, 25107301,
29/33, Udayagiri Fax: Oil - 25451504 E-mail :
Village, pramit@varahi.in
Devanahalli Taluk, Guwahati
Bangalore - 562 110 M/s.Sureka Projects Pvt. Ltd. Anuj
E-mail : Bhawan, Bilpar, A.K. Azad
bangloreorder@bisleri.c Road,
o.in Sarab Bhattl, Guwahati - 781 008.
Goa Tel:0361 - 2635637
Bisleri International Pvt. Fax:0361 2635637
ltd E-mail : ravi_sureka@yahoo.com
L-72, Verna Electronic Jaipur
City, Verna, Salcette, Bisleri International Pvt. Ltd E-12/A, Road
Goa - 403 722. No.l,
Tel.: 0832-2783351 V.K.I Area,
2887350 E- Jaipur - 302 013
mail : E-mail@jaipurorder@bisleri.co.in
goaorder@bisieri.co.in Patna
Hyderabad M/s. Pure & Sure, S B Industries
M/s.Dasari Springs, 126, 'B' Block, Ground floor,
Flat No.3, Vishnu Plaza, Jai Mathewari Apts, Patliputra
Near Satyam Theatre, Colony,
Ameerpet, Patna - 800 001. Tel: 0612-
Hyderabad - 500 016 Tel: 3093900 / 09334731900
040- 55756668 Fax : 0612 2210989 - 990 E-mail :
Ludhiana
39
 CHAPTER -IV
DATA ANALYSIS & INTERPRETATION

40
TABLE - 1

Do you know about the bisleri?

Yes 100%

No 0

INTERPRETATION:

It is very clear by the above graph that everyone are aware of Bisleri Mineral Water.

41
TABLE-2

Usage of Bisleri

Yes 60%

No 40%

INTERPRETATION:

For the above question I found that 60% of the consumers uses Bisleri mineral water.

42
TABLE -3

Costomer preferens, if you want to buy a mineral water ?

Aquafina 17%
Kinley 31%
Bisleri 27%
Oxyrich 19%
Others 6%

INTERPRETATION:

By the above graph we can say that 31% of the consumers use Kinley,where as 27% of the use
Bisleri.

43
TABLE-4

What changes do you want in bisleri packing?

Colour 60%
Style 22%
Model 18%
Others 10%

INTERPRETATION:

Looking at the above graph we can say that 60% of the consumers wants colour change ,27% of the
consumer wants new style and 18 % of the consumers wants Model Change.

44
TABLE-5

To increase the sales of bisleri what steps should be taken?

Improve Quality 32%

Change Packaging 34%
Reduce Price 10%
Advertisement 4%
Others 20%

INTERPRETATION:

For the above query I found 34 % of the consumers wants change in packing and 32 % of the
consumers wants improvement in quality.

45
TABLE-6

Which is the fast moving brand comparing all brands?

Aquafina 17%
Bisleri 30%
Kinley 31%
Oxyrich 22%

INTERPRETATION:

By the above scenario we can say that 30% of the consumers agree that bisleri is the fast moving
brand and 31% of them agree that Kinley is the fast moving Mineral water.

46
TABLE-7

Who are the competitors of the bisleri ?

Aquafina 10%
Kinley 45%
Others 22%
Oxyrich 23%

INTERPRETATION:

By the above graph we can say that Kinley is the main competitor of Bisleri as 45 % of the consumers
agree with this.

47
TABLE-8

Which brand packing do you like?

Aquafina 20%
Kinley 35%
Bisleri 22%
Oxyrich 23%
‘

INTERPRETATION:

By the above graph we can say that 35% of the consumers like Kinley and 22% consumers like
bisleri.

TABLE-9

48
 Why the most of customers prefer bisleri?

It's pure 55%

It's safe 25%

It's tasty 20%

All the above 5%

INTERPRETATION:

By the above graph we can say that 55 % of the consumers says it’s pure , 25% it’s Safe and 20% it’s
tasty.

TABLE-10

49
Which is the company first came into existence?

Aquafina 15%
Kinley 35%
Bisleri 30%
Oxyrich 20%

INTERPRETATION:

By the above graph we can say that Kinley is the first came into existance.

50
 CHAPTER -V
FINDINGS & CONCLUSIONS

FINDINGS:

The study reveals the following things :

51
 1) Most of the Respondents are fimilar with Bisleri Brand.
2) Bisleri ranks next to Kinley in terms of packing and fast moving Mineral water
3) Most of the respondents wants change in colour
4) Most of the respondents wants change in packing.
5) Most of the respondents wants improve in quality
6) Most of the respondents desire bisleri because its pure,safe and tasty.
Kinley is the main competitor.

SUGGESTIONS:

It is adviced to modify product in an attractive way as many of the respondents give utmost importance to
packaging.

It is better to develop sales promotion programme to sustain competition.

52
Quality should not be neglected while developing a new product. Create a trade off between price and quality.
Itisimportant of the costomer ssatisefection,every changesnear will be explamneshan iscostomerssatisfaction.

Quantity also the costomer bye easy packsmaking observation.

53
BIBLIOGRAPHY

54
 BIBLIOGRAPHY

Books:

1)Benjamin F.Arnold & John M.Colford, Health impact of mineral water, Division of Epidemiology, School of
Public Health, University of California, April 14, 2007, pp.755-756

2)Gary L. Geissler and John E. Gamble, “Straight from the Tap? Consumer Evaluation of a Bottled Water Product
Concept”, Journal of Food Products Marketing, Vol. 8(2) 2002, pp.19-32

3)Adrian Feru, “Bottled natural mineral waters in Romania”, Environmental Geology Springer-Verlag, 2004,
p.670–674

4)Petrie & Wessely, “Getting well from water” BMJ Volume, 329 18-25 December 2004, pp- 1417-18

5)Canadian Water Resources Journal, 2005 Vol. 30(1), pp. 11–20

Websites :
1) www.slideshare.net
2) www.shodhaganga.inflibnet.ac.in
3) www. Indiatoday.in>magazine
4) http://www.who.int/water_sanitation_health/dwq/nutdemineralized

55
 QUESTIONNAIRE

NAME:

CELL:

Q1) Do you know about the bisleri?

A)Yes B)No

Q2) Are you using bisleri?

A)Yes B)No

Q3) Which brand do you prefer, if you want to buy a mineral water ?

A)Aquafina B)Kinely C) Bisleri D) Oxyrich

Q4) Which brand packing do you like?

A)Aquafina B)Kinely C) Bisleri D) Oxyrich

Q5) What changes do you want in bisleri?

A)Colour B) Style C)Mode D) Other

Q6) To increase the sales of bisleri what steps should be taken?

A)Imprved quality B)Chanage Packing

C) Reduced price D)Advertisemnet

Q7) Which is the fast moving brand comparing all brands?

A)Aquafina B)Kinely C)Bisleri D)Oxyrich

56
Q8) Why the most of customers prefer bisleri?

A)It's pure B)It's safe C)It's tasty D)All the three

Q9) Who are the competitors of the bisleri?

A)Aquafina B)Kinely C) Oxyrich D) Others

Q10) Which is the company first came into existence?

A)Aquafina B) Kinely C)Bisleri D)Oxyrich

57