SUBO PVT. LTD. CO.

Innovation CIA
B Plan
Shilpa Susan
Philip
Tahavar Khan
This business plan prepared by us enabled us to
secure

“First Prize” for “The Best Eco Friendly &

Innovative Business Plan “

At the Asia’s biggest International Business Summit

& Research Conference

- INBUSH 2010 - conducted by Amity International

Business School &

Amity Global Business School, Noida.

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 Contents

1. About Company

2. Organization Structure

3. Partners & Investors

4. About Product

5. Market Research

6. STP Analysis

7. Distribution Channels

8. SWOT Analysis

9. Market Penetration Strategy

10. Pricing Strategy

11. Branding & Promotion

12. Sales Strategy

13. Financial Planning

14. Future Plans

15. Exit Strategy

16. References

17. Appendix

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 SUBO pvt. Ltd. co.

The name of the company would be SUBO Pvt. Ltd. Co.

The name of the product would be SU-BO (500 ml).

VISION & MISSION

The Vision of the company is “bringing the next generation

nearer to Nature”.
The Mission of the company is to promote awareness and usage of non
toxic, faster bio degradable and eco friendly products to make the
environment pollution-free & healthier place to live in.

GOALS & OBJECTIVES

Our Goal is to:

 HEALTHEIR & HEALTH CONSCIOUS GENERATION

 SAVE LIFE

 SAVE ENVIRONMENT

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  SAVE EARTH

Our Objective is to:

 Focus on eco-friendly products.

 Maintain Quality of products

 Create awareness about hazardous effects of non degradable plastic

on Mother Earth.

 Emphasize on the use of natural organic products.

 Growing interest in the minds of people to use organic components in

day to day life

 Objective is not only to earn profits but also to protect environment.

 To provide employment

 We believe in molding a better generation, for which we need to start

from home

 Within 8 months, we intend to increase our market coverage from

Bangalore to other urban cities.

 Within 1 year, we will be launching new variants of bottles to provide

choice to customer so as to cover maximum market diversification.

 To go into product diversification such as bottles, cups, Baby bottles,

Spoons, containers and eco friendly polythene bags to cater wider
section of the society.

Our Values: Social Responsibility.

ORGANISATION STRUCTURE

We believe that flexible response will work out by sharing all of the
information over the divisions & sections, transforming information into
intelligence. We will go for Vertical Organization.

HEAD
OFFICE
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 SALES ACCOUNTS ADMINISTRA
DEPT. DEPTT. TIVE DEPTT.

ENVIRONME
SALES
R&D NTAL HR
ADMIN
DIVISION BUSINESS DIVISION
DIVISION
DIV.
OPERATI
RESEARCH & ONS
MRKTING DIVISION
CENTRE
Research & Marketing Centre: This is a division specialized in research
and marketing with the core product.

R&D Division: This is the section concentrated with development,

upgrading, and ameliorate of the product.

Environmental Business Division: This is a division which will keep track

of the environmental testing of our products, will consult various Eco-groups
etc. so as to be sure that our product is absolutely eco-friendly.

Partners, investors & Clients

The management of SUBO Pvt Ltd. Co. consists of Christ University as our
main partner. It supports a unique programme called Centre for Social Action
(CSA) for the sensitization of students to social issues and for community
development. Also it has the R&D department. Christ University is our Long
Term Partner. [App.1]

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Our other partner is Vikram Logistics and Maritime Service Pvt. which is a
supply chain logistics company with a very strong presence in South India
.VLMS has excellent national and international connectivity for local and
global logistics. It will be our Distribution partner with the contract of 2 years.
[App.2]

We partnered with NGO MYRADA -a nongovernmental organization, for

skilled labors for low wages which will provide employment and for providing
manure. [App.3]

Our main client is Bisleri Mineral Water Company, which has 60% market
share in packaged drinking water in India. They will use our bottles for selling
their water to the market for bringing revolution in package drinking water
and hence supporting our Eco -Mission. [App.4]

Registration of the company

Following the rules of the Company Act of 1956, we will register our
company.

The first step is to get the approval of the name SUBO Pvt. Ltd. Co. by the
Registrar of Companies (ROC) in the State/Union Territory in which the
company will maintain its Registered Office.

Submitting all the documents, fees submission & tax registration, our
company will be following all the guidelines stated under Company Ac, 1956.

the PRODUCT

The product is a 100 % natural eco friendly bottles.

Its unique features are:

 Bio-degradable in just 4 months, fastest as of researches done yet.

 Recyclable

 Non-toxic

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  Rejuvenates soil on decomposing

 Easy access to raw-materials

 Low energy consumption for production.

 Only extracted from non-food resources such as fast growing trees, green
grass & degradable biomass & food waste.

 Completely eco-friendly

 Economic

 Value for money.

INGREDIENTS:
Food waste /Grass/ Biomass/ fast growing Trees
LIGNOCELLULOSIC BIOMASS

Plastic Degradable Polymer

BENEFITS:
1. Doesn’t not create Pollution

2. Will degrade faster compared to other plastics

3. Need not use food crops to produce plastic .Hence food shortage can
be reduced

4. Will open new market for eco friendly products

5. Will have first mover advantage

MARKET RESEARCH

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We conducted a pilot study before to understand the feasibility of our new
product in the Bangalore market. For this we chose Christ University for our
Survey. This is because Christ University is the home of 10,000 students with
varied background from different part of India and other parts of the world.

For the study we went for Survey technique using Questionnaire (App.5).
Convenience Non Probabilistic Sampling Technique is used for this pilot
study. We got 315 responses.

From the study, following results were seen

 75% of people buy packaged water bottles often and very often (46%+
29%)
 47% buy Bisleri. Hence Bisleri is popular among people
 94% believe that organic plastic should be promoted
 87% want that reputed bottle companies go for eco friendly bottles
 60% are satisfied with current cost
 67% are loyal to their brands
 Only 16% are Highly Satisfied with the quality of mineral bottles
 A staggering percent of 95% are aware of eco friendly products and 97%
want such products to be promoted more
 95% haven’t heard of sugar based polymer
 About 76% want such bottles to be manufactured
 30-50 is the ranged most preferred by people (57%)

The study suffers all the errors of the sampling. It is used for reference to
support our B- Plan not to consider it as final.

STP ANALYSIS

Mass marketing: We will go for Mass Marketing by producing one type of product for all
our customers & engage in mass distribution and mass promotion. This will create the largest
potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher
margins.

SEGMENTATION
 Geographic: Assuming the variations in consumer preferences & purchase habits across
different regions and across different states in these countries.

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Region: Northern & Southern regions of India and some regions in west India.

City: Metro cities Bangalore, Mumbai, Delhi & Chennai, cities with population over 1 million,
cities with most reputed colleges & with more number of young professionals like Hyderabad.

 Demographic: Demographic variables are associated with consumer needs and wants &
are easy to measure. We need to define the demographic characteristics in order to estimate
the size of the market & the media we should use to reach it efficiently.

Age: Teenagers & youngsters of age up-to 25 & professionals of age upto 35.

Gender: male and female.

Income: Middle (Rs. 80,001-120,000 p.a.), upper middle (Rs. 120,001-160,000 p.a.) & high
(above Rs. 160,001 p.a.).

Occupation: College & school students, self-employed professionals, businessmen/industrialists,

junior & senior executives. People associated with some NGOs, social service groups or eco-
awareness groups.

Education: SSC/HSC, graduate/post-graduate (general & professional).

 Psychographic: By characterizing psychographic variables, we try to understand

personality traits, lifestyle & values to clearly define customer buying behavior.

Lifestyle: Environment-oriented, People who are practical, down-to-earth, aware towards

surroundings & people with social responsibility values.

Personality: Determined, charismatic, energetic, sportive, enthusiastic & nature-loving.

 Behavioral: In behavioral segmentation, we divide buyers into groups on the basis of

their knowledge of, attitude towards, use of, or response to a product.

Occasions: During school, college or office durations & while travelling by train, car or bus, etc.
The consumption of water & cold drinks increases during special occasions or events.

Benefits: Eco-friendly, consumer-friendly, economic & bio-degradable.

Readiness Stage: Unaware but interested & will intend to buy.

Attitude towards product: Enthusiastic & positive (based on responses received from various
people/students on mentioning the product).

Market Targeting
After evaluating different market segments, we now look for:

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  The segment’s attractiveness

 Our objectives & resources.

Product Specialization: Firstly we will go for producing single type of bottles for all
markets. Here we have to basically emphasis on our eco-friendly feature of
our bottle & considering large market of water bottles.

It is seen that most of the universities & institutions are organizing camps, processions, programs
etc for spreading awareness towards Global Warming. We have to focus on such college students
who are particularly concerned & aware and are actually active towards protecting environment.
We should first target such students who can then publicize our product as a step towards
reducing harm to nature & cutting on pollution.

M1 M2 M3
P1
P2
P3

Market Specialization: After 8 months, we will enter different markets of water bottles. We will
start covering areas around Bangalore & next destination of SU-BO is Mumbai.

If we could successfully grow in new markets, then we will expand to other metros as well.

M1 M2 M3
P1
P2
P3

Product Differentiation: After one year, we will start producing different types of products, i.e.
different bottles for different markets. Bisleri will be our partner for 5 years. So after successful
completion of one year, we will produce bottles of different shapes & sizes and enter into market
of Baby Care Products.

M1 M2 M3
P1
P2
P3
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POSITIONING:

Firstly we have to understand to which class of society we will be catering, i.e., our target
population. We have realized that school & college students & young professionals of middle,
upper middle & high class from urban society are our regular & potential customers.

Cornerstones of Positioning Strategy:

Who am I? What am I?

For whom am I? Why me?

Benefit related Quality: No harmful ejections in the environment & no hazardous effects on the
users, i.e. completely eco-friendly.

Demographic fit: Our product is for modern trendy & educated generation which is equally
concerned about ecological imbalances and is active & enthusiastic towards saving Mother
Nature.

Socioeconomic Classification (SEC): Our product will be serving A1, A2, B1 & B2 classes of
society, people who are literate, studying or employed & have the buying capacity.

Distribution channels
Being a new entrant in the market, we will follow Selective Distribution for our original bottles
and Intense Distribution using Bisleri.

The objective of our distribution channels will be:

 Information

 Promotion

 Physical distribution

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  Contact

Channels:

Manufacturer: The manufacturing of the sugar bottles will be done at our production plant in
Bangalore.

Retailers: For retail distribution, following will be the channels:

• The retail distributors & dealers of Bisleri Mineral Water Bottles which supply water bottles
to:

• Schools, Colleges, Universities & Corporate offices’ Cafeterias & Kiosks.

• The mom & pop shops at railway stations, bus stands & airports.

• Pharmacies & Drug stores.

• The retail stores & shops which sell plastic water bottles & household necessities in the
localities.

The channels will be most effective when:

o Each member is assigned tasks it can do best.

o All members cooperate to attain overall channel goals and satisfy the target
market.

SWOT ANALYSIS

Analysis of strengths & weaknesses is analyzing the internal factors & resources or capabilities
at hand.

Analysis of opportunities & threats is analyzing the external market conditions and then deciding
how to go about facing it.

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 Strengths
• Does not contain harmful chemicals.
• Bio-degradable in 4 months.
• Awareness towards Global Warming
due to Copenhagen Summit.
• It is cost-effective too.
• It contains natural organic ingredients.
• Value for money.
• Serving water is hospitality in India.
weaknesses
• Marketing might be expensive.
• People are used to using plastic bottles.
• It is difficult to change customer
psychology.
• Peer pressure/Influence groups.
• Market penetration might be difficult.

Opportunities threats
• Awareness among people towards eco- • It might take some time to be adopted
friendly products. by customers.
• Emphasis by various organizations on • Market size may be small.
using organic bio-degradable products.
• Consumption & use of water bottles by • Slow growth of the bottle market in
consumers in large number. India, just 5-10 %.
• Bottle Industry grows at 20% per year. • Black market & fake good hamper sales
in India.
• Low cost of production.

MARKET PENETRATION STRATEGY

To penetrate the Bottle market in a better way, we will adjust the Marketing Mix:

Product: We are providing a product which can solve may problems-

 No Green House Gases emission

 No environmental pollution

 Easily bio-degradable products.

Price: Providing the customers value for money by keeping just the right price they would wish
to pay for a bio-degradable water bottle.

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Place: We will find outlets, access to which is easy to our customers & they will easily come
across our product. As our first aim is to promote awareness about our product, we will reach
retail outlets at most happening stores which serve to high number of customers including
college students & young professionals.

Promotion: By using just the right means of promotion, we have to reach our target customer
base. The promotion measures to be used are stated under Branding & Promotion.

PRICING STRATEGY

Price is not just a number on a tag. The price needs to be exactly what the
customers will pay for our product, for a Bottle which is Eco friendly. We
need to select an appropriate method for calculation of price of our product.

Markup Pricing: In this method, we add a standard markup to the

product’s cost.

Variable cost per unit: Rs.

Fixed cost: Rs. 50,50,000

Expected unit sales (annual): 150000+6000

The manufacturing unit cost is given by:

Unit Cost= Variable cost + (Fixed

Cost/ Unit Sales)

Unit Cost= 8.89+ (50,50,000 / 156000)

= 44

Now we want to earn 9% markup on sales. As our objective is not just profit
motive, we are not keeping a high markup.

Markup Price= Unit Cost/ (1- Desired

Return on Sales)

Markup Price= 44/ (1- 0.09) = 49

Thus the cost of the product would be Rs. 49.

BRANDING
~ 15 ~ & PROMOTION
BRANDING is endowing products & services with the power of brand. It is all about:

 “Who” the product is?

 “What” the product does?

 “Why” consumers should care?

Joint Advertising with Bisleri Mineral Water Co.: We will ask them to print the name of our
company on their label just to spread awareness about our bottles & creating brand name for us.

To create brand image of our product, we need to approach renowned universities to support our
“Eco-Mission”.

We will ask their students to promote awareness about hazardous effects of non-bio-degradable
products & encourage people to switch to more eco-friendly products.

Opinion Leaders: This trend is common in colleges today that some opinion leaders have the
ability to influence others to do anything. So we will ask them to use our product & then advise
others also to use these eco-friendly bottles & protect nature.

Peer Pressure/ Influence Groups: We have stated this as a weakness. Some of the students/
youngsters might hesitate to use organic water bottles because of the peer pressure of not using
“specific brand” product or due to fear of mockery at using a low cost deodorant bottles instead
of expensive so-called status symbol water bottles & mineral water bottles.

Thus we have to influence the whole group or encourage people to think about nature & not just
status. Moreover, we can ask them to use eco-friendly products & also refer their family
members & friends to use too.

“When the whole world is concerned about Global Warming, why NOT we initiate & take a
step?”

Promotion Measures:

 We will be ensuring our customers that we are not only providing them healthier source for
drinking water, but also cleaning the environment by asking Municipality Corporation for
collecting & returning the used bottles.

 We are sponsoring GERENCIA 2010, fest organized by MBA-IB students of Christ

University, Bangalore, to gain attention of students & other youngsters.

~ 16 ~
  We will organize other Events too in collaborations with some reputed institutions or
corporate or NGOs like GO GREEN Campaigns, to provide visibility to our product. Also
we can participate in other institutions’ events asking for co-operation by providing a stall
for spreading awareness about our product.

 Posters at the retail stores & supermarkets.

 We will go for Print ads in most circulated news papers like Times of India, DNA etc. &
pharmaceutical or some other related magazines like Express Pharma etc.

 We will for Viral Marketing such as pop ups, internet ads etc.

 Creating a SUBO Community for the customers.

 We will go mass communications through Public Relations:

• Press Relations: We will contact editors of The Hindu & The Times of India,
so we will ask them to write articles about our product & spread awareness
promoting people to buy our eco-friendly product.

• Christ University, Bangalore releases a monthly marketing magazine Horizon

Times, which features all new to be launched products. So our product will be
featured in it & it reaches about students 10,000.

• Corporate Communications.

SALES STRATEGY

The Bottled Water Industry in India is estimated at about 1000 crores and is growing at 40% currently .By
2010, it will reach 4000-5000 crores with 33% market for natural mineral water .[ Ref .2]

To understand the needs of the customers, we will follow “Triple -Tiered

Sales Strategy”.

Tier 1: Associations: We need to contact associations to which our

customer belongs i.e. the college groups, clubs, other associations etc, to
know what are the likings & disliking of the youngsters today. It will make
easier to asses for us in which way to present our product.

Tier 2: Suppliers: Approach suppliers as they know what the customer

demands when he comes to buy something & what will be the best way to
offer him our product.

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A discussion with the retailers & pharmacies to influence them to promote
our product when a customer asks for a Bottle enlisting its merits in the way
customer would like to hear.

Tier 3: Customers: Survey customers, by interviews, so as to directly ask

them the expectations from the product & the best way they would prefer to
buy it.

FINANCIAL PLANNING

Local demand for plastic bottles in India is growing by 5%. The users for the plastic bottles are
also diversified. The statistics as per 1998-99 Market : 16,500 tonnes

User Segments

The demand for the plastic bottles has seen significant growth over years.

Industry Demand

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 Market demand (1998- 99) for Plastic bottles- 16, 500 tonnes
 Industry growing at the rate of 15%

Management

DESIGNATION DEPARTMENT NO.OF SALARY

STAFF (InRS.)
CEO 1 50000
R &D MANAGER Sales Department 1 35000
SCIENTIST Sales department 2 30000
REGIONAL SALES Sales department 1 35000
MANAGER
SALES PERSON Sales department 1 20000
LOCATION MANAGER Operations department 1 35000
SUPERVISOR Operations department 1 30000
OPERATOR Operations department 2 25000
ACCOUNTANT Accounts department 1 10000
GATE/STORE KEEPER Administration 1 9000
department
RECEPTIONIST Accounts department 1 10000
TOTAL 339000

Number of employees will be charged depending upon the changing demand in the
market and the need of the organization.

Fixed Cost
The fixed cost is expected to be 50,50,000 Rs. The details are as mentioned below

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START EXPENSE INR

Machinery & expense 4000000

Office material 200000
Office vehicle 100000
Pre-operating expense 200000
Infrastructure 200000
Legal 50,000
Insurance 300000
Total 50,50,000

Working capital per month is as mentioned below

WORKING CAPITAL INR

Salary 339000
office expenses 50000
Interest 50000
distribution (Bisleri) 80000
Rent 90000
raw material 50000
Maintenance 10000
Marketing 130000
Distribution 20000
Packaging 100000
Total 9,19,000
Sales figure
PARTICULARS VALUE
Capacity per day 7800 bottles
Production per year (original) 300bottles
Production per day @ 70% (original) 200
Production per day (to bisleri) 7500
Production of bottle @ 70% (to bisleri) 5300
Sale price of original bottle Rs.49
Sale price of Bisleri Rs 10
Production capacity utilization growth rate 5%

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Sales 100% capacity
Profit Sharing(First 2 years) 25% : Owner
75%:Loan
Repayment

The plant will be operated in the first year at 70% capacity and as the expertise develops the
100% capacity will be attained by end of three years.

Number of sales per month (original) -- 6000

Number of sales per month (bisleri) – 160000

Price per bottle (original)----- 49

Price per bottle (Bisleri) ---- 5

Revenue per month-- 10,94,000(in RS)

Profit – 1,75,000 (in RS)

COST SHEET

PARTICULARS O
VALUE BISLERI RIGINAL
Salary 339000 2.040278 2.092593
office expenses 50000 0.300926 0.308642
Interest 50000 0.300926 0.308642
distribution (Bisleri) 80000 0.5 -
Rent 90000 0.541667 0.555556
raw material 50000 0.300926 0.308642
Maintenance 10000 0.060185 0.061728
Marketing 150000 0.9375 21
Distribution 20000 - 3.333333
Packaging 100000 - 16.66667
Total 939000 4.982407 44.63581

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BREAKEVEN ANALYSIS (App.6)

PARTICULARS VALUE (Rs)

Fixed cost 50,50,000
Total contribution of year 21,00,000
(Profits)
Break even 2.404761905

SALES FOR SECOND QUARTER

Since the Bisleri’s sales are estimated at Rs.500-650 crore and increasing at rate of 15% , the
production for the next quarter is increased by 5% to cater the demand from Bisleri.

For the next quarter

PARTICULARS VALUE
Capacity per day 5300 bottles
Production per year (original) 300bottles
Production per day @ 70% (original) 200
Production per day (to bisleri) 6000
Increased Production of bottle (to bisleri) 5600
Sale price of original bottle Rs.49
Sale price of Bisleri Rs 10
Production capacity growth rate 5%
Sales 100% capacity 3 years
Profit Sharing(First 2 years) 25% : Owner
75%:Loan
Repayment

Production of bottles to supply Bisleri will be increased to 5% per quarter. The above table
shows the production capacity for the next quarter.

Number of sales per month (original) -- 6000

Number of sales per month (bisleri) – 168000

Price per bottle (original)----- 49

Price per bottle (Bisleri) ---- 5

Revenue per month-- 1,13,4000

Profit – 2,15,000

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 Future plans

• Tie ups with CoCo Cola or PesipCo to promote our product

• Providing bottles to Corporate Companies to promote their CSR activities

• Entering market of water bottles in 3 world countries like Africa and Latin America

• Product Variants- Variants of Bottles, Cups, Spoons, Containers, Bags, Baby Milk

Bottles etc.

EXIT Strategy

• Possible better strategic alliances

• Profitable scientific and technological advances related to our field

References

1. http://www.fnbnews.com/article/print.asp?articleid=22233

2. http://www.articlealley.com/article_882075_15.html

3. http://www.bisleri.com/home.html

4. http://www.scribd.com/doc/19875991/Bisleri-International-Ltd

5. http://www.vikramlogistics.com/

6. http://csachristuniversity.in/

~ 23 ~
 7. http://www.fnbnews.com/article/print.asp?articleid=22233

Appendix
1. CENTRE FOR SOCIAL ACTION, CHRIST UNIVERSITY
Centre for Social Action (CSA) is a unique programme implemented at Christ University,
Bangalore for the sensitization of students to social issues and for community development.
It is a students’ movement for a humane and just society with child as the focus. It was set
up in 1999 by the management, faculty and students of the University, as an offshoot of the
National Service Scheme. It was initiated with the intention of enabling the student
community to imbibe the values of social responsibility, which is one of the core values of

~ 24 ~
the University. By adopting education as a tool for this kind of holistic development of the
student community, CSA facilitates development of marginalized children and communities.

CSA coordinates social sensitization programs for students by involving them in child
centered community development projects that it undertakes for marginalized
communities. The groups that CSA focuses its programmes on are children, women, youth
and students in urban slums, rural and tribal villages and educational institutions.

Through the process of involving students in its development projects, CSA aims to make
them aware of the social realities around them as well as give them an idea of how they can
contribute towards the upliftment of marginalized sections. By empowering students in this
way, CSA intends to create a community of students who work actively for the society. In
creating an empathetic attitude among students, it also helps in bringing the student
community closer to the world outside the University, equipping young minds with the right
mindset toward the society.

With the many socio-economic issues that the country faces today, CSA believes in the
power of the youth in bringing about a positive change. This, too, is one of the driving forces
behind the establishment of the centre, and remains the motivation for its active
participation in various developmental projects and social sensitization programs.

CSA is a student based organisation. One of our student activities is Vikas, a programme
through which students are exposed to various social issues through discussions,
interactions with stakeholders and visits to NGOs. CSA has a street theatre team,
named Drishti, which performs in various public places to raise awareness on selected social
issues. Volunteers belonging to Activity Centre, another team, facilitate the holistic
development of children from a nearby urban slum, which is a project area of CSA.
The Samveditha team takes sessions in other schools, colleges, and organisations, to
sensitize them on various pressing issues which plague our society. Yet another group is
the Publications Team which brings out magazines, newsletters, and various other printed
material, while also maintaining the blog and website. A discussion forum called Chatting
Over Coffee meets every week to take up issues and have thought provoking talks on them.

~ 25 ~
Apart from these activities, students play an active role in organising several awareness
campaigns, conferences, seminars, workshops, fests etc. throughout the year. CSA also has a
cultural exchange programme with Sund Folk College, Norway.

2.VIKRAM LOGISTICS AND MARITIME SERVICE PVT.

VLMS is a fast growing supply chain logistics company established in 1972 with a
very strong presence in South India .VLMS has excellent national and international
connectivity for local and global logistics and we provide cost-saving, highly
reliable domestic and international freight management and distribution services
for companies such as Mitsui , Coca Cola , Reserve Bank etc.

3.MYRADA –Mysore Resettlement and Development Agency

We partnered with NGO especial MYRADA for skilled labors for low wages which will provide
employments and for providing manure. Established in 1968, MYRADA is a non-
governmental organization working for micro-credit initiatives and sustainable
development in Southern India in 3 states –Karnataka, Tamil Naidu and Andhra
Pradesh. It’s one the objectives is to work on environmental sustainability issues. It
Environmental protection and promotion are also encouraged through an increasing
focus on LEISA technologies and a fuller utilisation of agricultural and domestic
‘wastes’ (through biogas, vermicomposting, eco-san toilets, indigenous growth
promoters and pest repellents, rain water harvesting, tree planting on field bunds,
etc.), all of which are being promoted on a large and significant scale and are also
being visited by other organisations (e.g. one location in Erode District had no
fewer than 1,500 visitors in 2005-2006, from farmers, other MYRADA projects,
State Governments, Central Government, overseas NGOs, Agricultural
Universities, etc.). The organic fertilizer help to grow grass needed to grow to the
production.
4.BISLERI Ltd.
~ 26 ~
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass
bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of
Italian origin. This company was started by Signor Felice Bisleri who first brought
the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. In
1969 & started bottling Mineral water in glass bottles under the brand name
'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally
advanced to PET containers. Since 1995 Mr. Ramesh J. Chauhan has started
expanding Bisleri operations substantially and the turn over has multiplied more
than 20 times over a period of 10 years and the average growth rate has been
around 40% over this period. Presently we have 8 plants & 11 franchisees all over
India. Their presence covering the entire span of India. They command a 60%
market share of the organized market.
Overwhelming popularity of 'Bisleri' & the fact that they pioneered bottled water in
India, has made them synonymous to Mineral water & a household name. When
you think of bottled water, you think Bisleri. At Bisleri they value their customers
& therefore have developed 8 unique pack sizes to suit the need of every
individual. They at present have 50ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L
which are the non-returnable packs & 5L, 20L which are the returnable packs. Till
date the Indian consumer has been offered Bisleri water, however in their effort to
bring to consumers something refreshingly new, they have introduced Bisleri
Natural Mountain Water – water brought to you from the foothills of the mountains
situated in Himachal Pradesh. Hence their product range now comprises of two
variants : Bisleri with added minerals & Bisleri Mountain Water. It is their
commitment to offer every Indian pure & clean drinking water. Bisleri Water is put
through multiple stages of purification, ozonised & finally packed for
consumption. Rigorous R&D & stringent quality controls has made us a market
leader in the bottled water segment.Strict hygiene conditions are maintained in all
plants.

5.Research Methodology
This survey is done to understand the feasibility of the SUBO idea among package drinking
customers. We have particularly taken sample from Christ University as it is a home of 10,000
Students from varied background all around the world.

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This survey is a part of business plan feasibility analysis done by students of MBA-
IB, Christ University Institute of Management, Bangalore. It would take less than
20 minutes for you to fill up. We assure you that the information provided by you
will be completely confidential and will be used for academic purpose only. The
technique used is Convenience method of probabilistic sampling technique .

The questionnaire below has four parts:

A: Personal Information – 6 questions

B: Individual Assessment – 5 questions with subdivisions(a to f)

& General questions – 5 questions

Questionnaire

A: Personal Details

1. Name
Female
2. Gender
Male

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 3. Contact No (mobile)

4. Age(Years) Ratio type,

Single
5. Marital Status
Married

o Yes
6. Are you a resident of Bangalore
o No

B: Individual Assessment
o Very often
1. How often do you buy bottled o Often
water? o Rarely
o Hardly ever
o Bisleri
o Aquafina
2. Which brand of bottled water do
o Bailey
you often buy?
o Kingfisher
o Others
3. Organic plastic is one way to
Promote eco-friendly products. o Yes
o NO
Do you agree to this? o Maybe

4. Would you prefer reputed mineral o Yes

water companies should use o No
organic plastic for bottle making? o Maybe
5. Factors for buying plastic containers and bottles?

o Very satisfied
a. Cost o Satisfied
o Dissatisfied
o Very dissatisfied
b. Temperature resistance of the o Very satisfied
product. o Satisfied
o Dissatisfied
o Very dissatisfied
c. Loyalty to the brand o Yes
o No
o Can’t say

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 d. Accessibility of product to o Easily accessible
customer? o Good accessibility
o Difficulty to access.
o Hard to find
o Very satisfied
e. Quality of the product o Satisfied
o Dissatisfied
o Very dissatisfied
o Very satisfied
f. Other features that provide value o Satisfied
added benefit? o Dissatisfied
o Very dissatisfied
6. Are you aware of the benefits of o Yes
using eco friendly products? o No
o Strongly agree
7. Do you think more and more eco o Agree
friendly products needs to be o Disagree
promoted? o Strongly disagree

8. Have you heard about sugar o Yes

based polymer o No
9. Such polymers when used for
making bottles are non toxic, o Yes
faster degradable and eco o No
friendly .Will you prefer such o Maybe
bottles?
10.For what price range will you o 30-50
prefer eco friendly bottles having o 51-70
such added values? o 71-90
o >90

Thank you very much for your time and patience. It means a lot to us.
Gracias.

ANALYSIS
Analysis of the responses received by 315 respondents from Christ University

1. How often do you buy bottled water?

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2. Which brand of bottled water do you often buy?

3. Organic plastic is one way to promote eco-friendly products. Do you

agree to this?

4. Would you prefer reputed mineral water companies should use

organic plastic for bottle making?
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5. Factors for buying plastic containers and bottles?

a. Cost

b. Temperature

c. Brand Loyal

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d. Accessibility

e. Quality

f. Other features

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6. Are you aware about eco friendly products benefits?

7. Do you think more of such products to be promoted?

8. Have you heard about sugar based polymer?

9. Such polymers when used for making bottles are non toxic, faster
degradable and eco friendly .Will you prefer such bottles?

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10.For what price range will you prefer eco friendly bottles having such
added values?

Interpretation
We received 315 responses for this survey made. After gathering and analyzing
the data , the results obtained are as follows

 75% of people buy packaged water bottles often and very often (46%+
29%)
 47% buy Bisleri. Hence Bisleri is popular among people
 94% believe that organic plastic should be promoted
 87% want that reputed bottle companies go for eco friendly bottles
 60% are satisfied with current cost
 67% are loyal to their brands
 Only 16% are Highly Satisfied with the quality of mineral bottles

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  A staggering percent of 95% are aware of eco friendly products and 97%
want such products to be promoted more
 95% haven’t heard of sugar based polymer
 About 76% want such bottles to be manufactured
 30-50 is the ranged most preferred by people (57%)

Note of Caution: This survey will have all the errors of sampling

6. BREAK EVEN ANALYSIS FORMULA

(Fixed cost /contribution of all the units for the year)

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