32627850 Retailers Survey in Jaipur With Special Reference to Bisleri

8/2/2019 32627850 Retailers Survey in Jaipur With Special Reference to Bisleri

1/91

Summer Internship Report

On

RETAILERS SURVEY IN JAIPUR WITH SPECIAL

REFERENCE TO BISLERI

By

ANIRUDH SINGH

A0101908125

MBA Class of 2010

Under the Supervision of

Mr. GAURAV CHANDHIOK.FACULTY

Department of IT

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

2009

1


2/91

LETTER OF TRANSMITTAL

Mr. Neeraj Kumar June 30 2009D.G.M

Rajasthan

Bisleri Int.Pvt.Ltd.

Jaipur (RAJ.)

Dear Sir,

As you wished in the meeting held between us on 4 th MAY 09, I have now completed the

project titled RETAILERS SURVEY IN JAIPUR WITH SPECIAL REFERENCE TO

BISLERI.

The result of my research is contained in the report entitled RETAILERS SURVEY IN

JAIPUR WITH SPECIAL REFERENCE TO BISLERI.

The report is based on RETAILERS SCHEME CARD being distributed to 265

respondents, QUESTIONNAIRE and interaction with retailers. The complete

methodology is described in the report. I believe the results to be valid and reliable within

the constraints as defined in the report as Standard marketing research practices were

used in the conduct of the study.

I wish you will find the results to be of use to you and other members in your

organization. I would be always happy to help you in any way.

Sincerely Yours,

ANIRUDH SINGH

MBA GEN 2010

AMITY BUSINESS SCHOOL,

AMITY UNIVERSITY,

NOIDA-125(U.P)

2


3/91

ACKNOWLEDGEMENT

I would like to express my gratitude to our Additional Director General Dr. Sanjay

Srivastav , who is the strength and an encouragement behind every student.

It is my pleasure to express sincere gratitude to the person who allowed me to undergo

this summer training in BISLERI INT.PVT.LTD. I would also like to thank my project

head, Mr. Neeraj Kumar (DGM, RAJASTHAN) who provided the best possible help

during my summer training in this esteemed organization. It is their valuable efforts,

inspirations and suggestions, which has helped me to acquire a deal of confidence and

enrich this type of complicated knowledge.

I am greatly indebted to acknowledge the heartiest gratitude to Mr. Gaurav Chandhiok,

Faculty Guide, who is the internal guide for giving me his time and valuable guidance

that boosted my project.

My heartiest thanks also go to BISLERI INT.PVT.LTD. Staff that helped me throughout

the training period to complete the task by providing information and introducing some

related activities of the company for practical uses. I would like to thank to everyone

whom I could not mention here but have directly or indirectly supported and helped me

to face this challenge and complete this project right in time.

Last but not the least; report was completed successfully because of the grace of the God.

(ANIRUDH SINGH)

3


4/91

4


5/91

CERTIFICATE

This is to certify that Anirudh Singh, student of Master of Business Administration class

of 2010 Amity Business School, Amity University; enrollment numberA0101908125 has

undertaken summer internship training at BISLERI INT.PVT.LTD., Jaipur from 4th

May 2009 to 30th June 2009. He has been guided by Mr. Neeraj Kumar. The project

report has been prepared in partial fulfillment of Master of Business Administration to be

awarded by Amity University, Uttar Pradesh. To the best of my knowledge this piece

of work is original and no part of the report has been submitted by the student to any

other institute or university earlier.

Mr.Gaurav Chandhiok DATE:

5


6/91

DECLARATION

I hereby declare that the topic RETAILERS SURVEY IN JAIPUR WITH SPECIAL

REFERENCE TO BISLERI is submitted in partial fulfillment of the requirements for

the award of the degree of MBA (general). The report is a record of original project

work done by me between of 4 th May 2009 to 30th June 2009 during the period of my

study in Amity Business School, Amity University Uttar Pradesh, under the guidance

ofMr. Gaurav Chandhiok, Faculty Guide.

Place: Noida

Date: 24th July, 2009;

(ANIRUDH SINGH)

6


7/91


8/91

and was doing tele-calling time to time to motivate retailers to buy more of bisleri to get

gifts in return.

After this experience I learnt that Bisleri continually needs to come up with these kinds of

schemes to compete against giant mncs. Apart from that I also found out that Bisleri

needs to work hard on there distribution system.

The project on the whole helped me understand marketing system, customer relationship

management and the usefulness of marketing in an organization.

8


9/91

TABLE OF CONTENTS

CHAPTER-1 INTRODUCTION TO BISLERI INTERNATIONAL PRIVATE LIMITED ..12

1.1 INTRODUCTION ...13

1.1.1 GENESIS ...13

1.1.2 EXPANSION ...13

1.1.3 BISLERI TODAY ...14

1.1.4 VISION 15

1.1.5 MISSION 15

1.1.6 VALUES 15

1.2 PRODUCTS 16

1.2.1 BISLERI WITH ADDED MINERALS 16

1.2.2 BISLERI MOUNTAIN WATER 16

1.2.3 BISLERI HIMALAYA WATER 17

1.3 PURIFICATION 18

1.4 PACKAGING 19

1.4.1 FILLING 19

1.4.2 CAPPING 19

1.4.3 LABELLING 19

1.4.4 QUALITY CHECK 20

1.5 BISLERI JAIPUR 21

1.6 COMPETITORS 23

1.6.1 MAJOR COMPETITORS IN REGION 23

1.6.1.1 AQUAFINA 23

1.6.1.2 KINLEY 24

1.6.1.3 BAILLEY 24

9


10/91

1.6.1.4 KINGFISHER 25

1.6.1.5 FOSTERS 25

1.6.1.6 OTHER COMPETITORS 26

CHAPTER-2 MARKET OVERVIEW 27

2.1 INTRODUCTION TO JAIPUR- THE PINK CITY 28

2.2 JAIPUR GUIDE MAP 30

2.3 MARKET COVERED 31

2.3.1 MARKET A 31

2.3.1.1 M.I ROAD 31

2.3.1.2 RAJA PARK 31

2.3.1.3 JAWAHAR NAGAR 32

2.3.1.4 M.D ROAD 32

2.3.1.5NARAIN SINGH CIRCLE 32

2.3.1.6 BANGAR HOSPITAL 33

2.3.2 MARKET B 34

2.3.2.1NEW SANGANER ROAD 34

2.3.2.2 22 GODOWN 34

2.3.2.3 MAHESH NAGAR 35

2.3.2.4 V.K.I SIKAR ROAD 35

2.3.2.5 AJMER ROAD 35

2.3.2.6 JHOTWARA KALWAR ROAD 36

CHAPTER-3 INTRODUCTION TO SCHEME 37

3.1 RETAILERS SCHEME CARD 38

3.1.1 SCHEME 38

10


11/91

3.1.2 SHOPS COVERED 39

3.1.3 AIM OF THE SCHEME 39

CHAPTER-4 PURPOSE AND OBJECTIVE 40

4.1 SCOPE OF STUDY 41

4.2 OBJECTIVE OF STUDY 41

4.3 PROBLEM DEFINATION 42

4.4 RATIONAL OF STUDY 42

CHAPTER-5 RESEARCH METHODOLOGY 43

5.1 TYPE OF RESEARCH 44

5.2 SAMPLE DESIGN 44

5.2.1 SAMPLE UNIT 45

5.2.2 SAMPLE SIZE 45

5.2.3 SAMPLE SELECTION 45

5.3 DATA COLLECTION TOOLS 45

5.3.1 PRIMARY DATA 45

5.3.2 SECONDARY DATA 45

5.4 VARIABLES INVOLVED 46

5.5 SCALING TECHNIQUES USED IN QUESTIONNAIRE 46

5.6 DATA COLLECTION 47

5.6.1 PRIMARY DATA COLLECTION 47

5.6.2 SECONDARY DATA COLLECTION 47

5.7 LIMITATIONS AND CHALLENGES WHILE UNDERGOING RESEARCH 48

CHAPTER-6 ANALYSIS AND INTERPRETATION 50

6.1 ANALYSIS OF PRIMARY DATA 51

6.2 SUMMARY OF GIFTS DISTRIBUTION 78

11


12/91

CHAPTER-7 FINDINGS AND RECOMMANDATIONS 79

7.1 SWOT ANALYSIS 80

7.2 FINDINGS 81

7.3 RECOMMANDATIONS 82

BIBLIOGRAPHY

APPENDIX

CHAPTER-1

INTRODUCTION TO BISLERI INTERNATIONAL PRIVATE

LIMITED

12


13/91

1.1 INTRODUCTION

1.1.1 GENESIS

The name that epitomizes mineral water today was first introduced in Mumbai in the

early 60's. In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of

selling bottled water in India. His company Bisleri Ltd. offered mineral water in two

Variants- bubbly and still.

In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass

bottles under the brand name 'Bisleri'. In due course Parle switched over to PVC non-

returnable bottles and finally advanced to PET containers.

1.1.2 EXPANSION

13


14/91

Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone

significant expansion in their operations. The company has witnessed an exponential

growth with their turnover multiplying more than twenty times in a short span of 10

years. The average growth rate over this period has been around 40% with Bisleri

enjoying more than 60% of the market share in the organized mineral water segment.

Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4

new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it was

the pioneer of the bottled water industry in India has made it synonymous to Mineral

water and a household name. So naturally 'When you think of bottled water, you think

Bisleri'.

Rigorous Research and Development and stringent quality controls have made it marketleaders in the bottled water segment. Bisleri has always been committed to offering every

Indian pure and clean drinking water. Hence Bisleri water is put through multiple stages

of purification, ozonisation and is hygienically packed for final consumption.

To maintain strict quality controls in every unit, Bisleri not only purchase caps from

approved vendors, but also manufacture own bottles, in-house. To be at par with

International standards, they have recently procured the latest state-of-the-art machinery

which has not only helped them improve packaging quality but has also reduced raw

material wastage and doubled production capacity. One can rest assured that they are

drinking safe and pure water when they consume Bisleri. Bisleri is free of impurities and

is 100% safe. Enjoy the sweet taste of Purity!

1.1.3 BISLERI TODAY

The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.

However in an effort to offer something special to there loyal consumers they have

recently introduced Bisleri Natural Mountain Water - water brought to consumers from

the foothills of the mountains situated in Himachal Pradesh. This newly launched

14
http://bisleri.com/mountain_water.htmlhttp://bisleri.com/mountain_water.html


15/91

offering has widened Bisleris product range to two variants: Bisleri with added minerals

and Bisleri Mountain Water. Bisleris registered office is in Mumbai.

1.1.4VISION

Our vision is to be the dominant player in the branded water business where the second

player is less than 20% of our business.

1.1.5 MISSION

We are in the business to serve the customer. He is the most important person. He is the

only one who pays. He deserves the best quality and presentation at a worth of the price.

We must have world class quality, at the lowest production & distribution cost. This will

make us an unbeatable leader, and will have satisfied loyal customers.

1.1.6 VALUES

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness &

Transparency.

15


16/91

1.2 PRODUCTS

Bisleri has developed 8 unique pack sizes to suit the need of every individual. It is

present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable

packs & 5L, 20L which are the returnable jar packs.

1.2.1 BISLERI WITH ADDED MINERALS

This product is bottled drinking water at its best. Bisleri with added minerals has a TDS

count (total dissolved solids count) of approximately 100. It contains minerals such as

magnesium sulphate and potassium bicarbonate which are essential minerals for healthy

living. They not only maintain the pH balance of the body but also help in keeping one fit

and energetic at all times.

Bisleri with added minerals is also put through multiple stages of purification to ensure

the elimination of all forms of bacteria. This makes the water you drink completely safe

to consume. Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml

bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.

1.2.2 BISLERI MOUNTAIN WATER

16


17/91

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and

Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of

youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy capable of

taking you back to nature.

Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh

and is available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5

litres.

1.2.3 BISLERI HIMALAYA WATER

The Himalayas, the abode of the Gods, where the earth meets the heavens and where in

lies nature's untouched bounty. White glaciers, snow-capped mountains and a plethora of

exotic herbs and other flora that have therapeutic properties. This is where one will find a

treasure trove of hidden natural spring water that flows through natural purifying filters,

mineral rich rocks and herbs from which it absorbs many healing properties. Bisleri bottle

this pristine spring water directly at source, at the foothills of the Himalayas.

This Water is available in 500ml. bottles & 1 litre bottles.

17


18/91

1.3 PURIFICATION

Every drop of Bisleri water is purified as per international standards to ensure that

customers Bisleri experience always remains pure and satisfying for longer. The

following is a brief understanding of the water treatment process.

CHLORINATION

Kills micro organisms. Remove organic matter.

ARKAL FILTER

Removes suspended matter and turbidity.

CARBON FILTER

Removes residual chlorine & odours

REVERSE OSMOSIS

Removes organic material. Controls total dissolved solids in the water.

ADDITION OF MINERALS

For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION

18


19/91

Additional safety measures to guarantee purity.

OZONATION

Ensures water remains bacteria free for longer life.

1.4 PACKAGING

The most critical aspect of Bisleris bottling process that sets them apart from the rest of

the industry is the fact that there bottles remain untouched right through the rinsing,

filling, capping and labeling operations.

1.4.1 FILLING

Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the

RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which means

that every bottle is held by the neck automatically while being inverted, rinsed and

sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-inverted

and transferred to the filler. At the filler these bottles are straightened up and gradually

lifted to the filling valves which open only when a bottle is placed under them. Filling is

then done systematically through gravity.

1.4.2 CAPPING

After the filling process the bottles are then transferred to the capping section. Here

ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our

water is ozonated all product contact parts are of 316L grade stainless steel and the

19


20/91

rubber parts are of EPDM. (All components are water lubricated above the table top.)

1.4.3 LABELLING

From the capping section the bottles are directly sent to the labeling section. All Bisleri

bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows

each individual bottles to be spaced out and fed to the labeling station where precisely cut

labels with a strip of hot melt glue at the leading and trailing edge, get rolled around the

bottle. These labels are fed into the machine in a roll form too.

1.4.4 QUALITY CHECK

From here on, the bottles go through an online check where qualified personnel inspect

each bottle for any leaks or breakages. They are then packed into sturdy cartons which

are dispatched to the market by our fleet of trucks.

20


21/91

1.5 BISLERI JAIPUR

Bisleri has total number of 8 plants in country, Mumbai being the biggest. Jaipur plant is

smallest of all. Its share is around 2.5 percent in production. This plant supplies Bisleri

packaged drinking water to whole of the Rajasthan state.

Its importance lies in the fact that it covers the hottest region of country and also supplies

to a major tourist attraction region. Maximum number of tourists in country visits

Rajasthan, hence during winters there is huge demand of packaged water in this particular

state. Apart from that Rajasthan is very hot region there for there is always a demand of

water in form of packaged water.

Bisleri have there offices in all the major cities of Rajasthan but there is only a single

plant, in Jaipur. This plant has the capacity of fulfilling demand of whole of the state. The

plant is located in one of the major industrial areas of Jaipur- Vishwakarma Industrial

Area, away from the main city, on Sikar highway. Its location helps its operations in form

of supplies as all the major highways are connected to this highway. Major distribution

channels are setup in cities of Jodhpur and Udaipur which are situated in further west and

south of Rajasthan further helping its distribution.

There are major three external distributers for Jaipur city itself. There is Shyam

enterprises, Radhey enterprises and one being a new distributer which took place of

21


22/91

another one because of his incapabilitys to supply and lot of complains being filed upon

him by the retailers in this survey.

At administration level staff there is only one person held responsible in Jaipur that is

being DGM of company Mr.Neeraj Kumar. There is around a staff of 20 people in acompany including Sales Manager and Human Resource Manager. There are three

salesmen for Jaipur city and company is looking forward to hire more of them.

As we enter plant which is located in basement of building we find plant manager who is

always there to look after the proper functioning of plant. The whole process from bottle

making to packaging is divided among around 6 machines. Firstly bottles are made out of

plastic capsules, and then they are cleaned. Water which has already undergone 7stage

purification is filled in it. Then labeling and packaging takes place. Then 12 bottles

cartons are filled and moved up to the storage room, from there carriage takes place and

operational cycle is completed.

22


23/91

1.6 COMPETITORS

The bottled water industry is one of the most thriving sectors in India. The market is

growing at a whopping rate of about 55 per cent annually and is expected to cross Rs.

1000-crore mark within the next couple of years.

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

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

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

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

1.6.1 MAJOR COMPETITORS IN REGION

1.6.1.1 AQUAFINA

Aquafina is a brand of Pepsi co. It was first distributed in Wichita,Kansas in 1994, and

was distributed across the United States, Canada, Turkey, Saudi Arabia, Vietnam,

Pakistan and India. As of 2003, it had become the United States' top-selling bottled water

brand in measured retail channels. Aquafina uses PepsiCo's own seven-step purification

23
http://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/United_States


24/91

system, which it calls HydRO-7, which includes pre-filtration treatment to remove larger

particles, two stages ofpolishing filtering, charcoal filtration, reverse osmosis, ultraviolet

and ozone sterilization [1]. PepsiCo states in marketing material that this system removes

substances that may be in other brands of bottled water.

Aquafina entered in Indian market in 2000-2001 and it used its Parent concerns

established distribution network.

Now when we talk about the market, there are various startegies used by Aquafina in

Rajasthan. Like they are giving away free water bottles to retailers with purchase of cola

cartons and they are not letting any other drink to be stored inside the refrigerators

provided by them to the retailers. In that case small retailers are unable too keep Bisleri

bottles cold and propsing one of the major reason to not to buy Bisleri then to buy any

other water. Consumer always ask for cold water because of heat in Jaipur.

1.6.1.2 KINLEY

Kinley is owned by The Coca-Cola Company and sold in many Central European

countries and India. Its carbonated forms are used for mixers, and also available in a

variety of fruit flavors.

The Kinley brand is used by Coca-Cola for two types of drinks:

-A Carbonated water with a wide array of variants: tonic, bitter lemon, club soda and fruit

flavored. Available in Austria, Belgium, Bulgaria, Czech Republic, Denmark, El

Salvador, Germany, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldives,

Moldova, Nepal, Netherlands, Norway, Poland, Romania, Slovakia, Sweden,

Switzerland,United States, West Bank-Gaza and Zambia.[1]

-A High quality bottled water available in Bangladesh, Bulgaria, India, Maldives,Nigeria

and Pakistan.

24
http://en.wikipedia.org/w/index.php?title=Polishing_filter&action=edit&redlink=1http://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Ultraviolethttp://en.wikipedia.org/wiki/Ozonehttp://en.wikipedia.org/wiki/Aquafina#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Carbonatedhttp://en.wikipedia.org/wiki/Mixershttp://en.wikipedia.org/wiki/Austriahttp://en.wikipedia.org/wiki/Belgiumhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Denmarkhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Israelhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Lithuaniahttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Moldovahttp://en.wikipedia.org/wiki/Nepalhttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Norwayhttp://en.wikipedia.org/wiki/Polandhttp://en.wikipedia.org/wiki/Romaniahttp://en.wikipedia.org/wiki/Slovakiahttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/West_Bankhttp://en.wikipedia.org/wiki/Zambiahttp://en.wikipedia.org/wiki/Kinley#cite_note-virtualvender-0%23cite_note-virtualvender-0http://en.wikipedia.org/wiki/Kinley#cite_note-virtualvender-0%23cite_note-virtualvender-0http://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/w/index.php?title=Polishing_filter&action=edit&redlink=1http://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Ultraviolethttp://en.wikipedia.org/wiki/Ozonehttp://en.wikipedia.org/wiki/Aquafina#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Carbonatedhttp://en.wikipedia.org/wiki/Mixershttp://en.wikipedia.org/wiki/Austriahttp://en.wikipedia.org/wiki/Belgiumhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Denmarkhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Israelhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Lithuaniahttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Moldovahttp://en.wikipedia.org/wiki/Nepalhttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Norwayhttp://en.wikipedia.org/wiki/Polandhttp://en.wikipedia.org/wiki/Romaniahttp://en.wikipedia.org/wiki/Slovakiahttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/West_Bankhttp://en.wikipedia.org/wiki/Zambiahttp://en.wikipedia.org/wiki/Kinley#cite_note-virtualvender-0%23cite_note-virtualvender-0http://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Pakistan


25/91

When we talk about the market Kinley also follows similar strategies to Aquafina of

giving away free water bottles with there cola cartons and not letting retailers kep any

other product inside there complimentary refrigerators.

1.6.1.3 BAILLEY

Bailley, brand is owned by Parle Agro Pvt. Ltd. Parle Agros other products are Frooti,

Appy, LMN, candies like mintrox etc. It is the first water brand to be issued an ISI

certification. The first to launch special four-sided 200ml bottles catering to premium

airlines like Jet Airways and British Airways. Bailley is available in 200ml, 330ml, 1 Ltr.

& 2 Ltr. PET.

The reason behind Bailleys success is that they are offering bottles to the retailers at very

low price hence giving them opportunities to gain considerable margins. In few areas

Bailley distributers were supplying water at nominal price of five rupees to the retailers.

Retailers believe that brand name does not make a difference when it comes to water and

they always go for cheaper available variant to them.

1.6.1.4 KINGFISHER

Kingfisher is mainly a beer brand manufactured and marketed by united breweries ltd. It

is one of the largest selling beer in country commanding a 29% market share in country.

Its not been very long since it entered into Packaged drinking water segment. The only

strategy behind this was diversification henceforth emerging as one of the main

competitors to Bisleri. Kingfisher also makes use of its already set network and its a

major supplier of water to wine shops.

1.6.1.5 FOSTERS

25


26/91

Based in Melbourne, Australia, and publicly listed on the Australian Stock Exchange,

Foster's products are sold in over 100 countries. They have around 200 premium brands,

and operations stretching over to five continents.

Fosters beer is very popular in India among youth that creates a kind of loyalty to the

brand further showing a glimpse in packaged drinking water segment. Fosters also use

low price strategy to sell its packaged drinking water in market.

1.6.1.6 OTHER COMPETITORS IN MARKET

ALFA

ATLAS

GOLDEN EAGLE

GOLDEN VALLEY

DEW DROPS

HELLO

HIMALAYAN

INTIMATE

KENABAR

NAKSHATRA

NESTLE PURE LIFE

PRISTINE

RAINDROPS

SUN

SPRINT UP

SPA AQUA

GAGAN

VINAYAK

26


27/91

CHAPTER 2:

MARKET OVERVIEW

27


28/91

2.1 INTRODUCTION TO JAIPUR: THE PINK CITY

Jaipur is the first planned city of India, located in the desert lands of Rajasthan. The city

that once had been the capital of he royalty, now serves as the capital city of Rajasthan.

Founded in 1727 by Maharaja Sawai Jai Singh II, the ruler ofAmber, the city today has a

population of more than 5 million residents. The very structure of Jaipur resembles the

taste of the Rajputs and the Royal family. In the present date, Jaipur is the major business

centre for the natives of Rajasthan with all requisites of a metropolitan city. The city of

Jaipur, painted in pink, grasp the appreciation of every visitor. One can see that hoary

charm still alive in the avenues of Jaipur.

The active streets of Jaipur get plenty of visitors, every year at their footsteps. The

Ancient Testimonials in the form of mind-blowing monuments remind one of the past

ages. The city comprises the famous structures like Hawa Mahal, City Palace and Amber

28
http://en.wikipedia.org/wiki/Jai_Singh_IIhttp://en.wikipedia.org/wiki/Amber,_Indiahttp://upload.wikimedia.org/wikipedia/commons/d/db/Sawai_mansingh_palace%2C_jaipur.jpghttp://upload.wikimedia.org/wikipedia/commons/a/a0/HawaMahal.jpghttp://upload.wikimedia.org/wikipedia/commons/6/6c/Jal_Mahal_Jaipur.jpghttp://en.wikipedia.org/wiki/Jai_Singh_IIhttp://en.wikipedia.org/wiki/Amber,_India


29/91

Fort, the best architectural examples of India. Artistic temples and gardens of Jaipur,

marks the atmosphere of serenity and aestheticism to the lands of Rajasthan. The lively

city observes its ethnicity by celebrating various festivals like Kite festival, Elephant

festival and many others, of Indian origin.

All theses features make Jaipur, one of the most sought after tourist destinations of

Rajasthan, India. The glorious city boasts of its cultural heritage from every nook and

corner. Jaipur is the reservoir of Indian customs, traditions, civilization and legacy. Jaipur

lies at a distance of 260 kms from Delhi, the capital of India and the city is well-

connected with other major cities of India. Every year, People across the globe come to

experience this royal capital city of Rajasthan.

The climate and weather of Jaipur is usually hot. The summer season persists from Mid-

March to June reaching to the maximum temperature of 45o C. The showers of Monsoons

come usually in the month of July preceded by dust and thunderstorms. The city doesn't

receive much rain. During the post-monsoon season in September, Jaipur gets hot spell

once again. In winters, the city of Jaipur observes bright and pleasant sunny days, though

the temperature can reach a low of around 5o C during the nights.

29


30/91

2.2 GUIDE MAP:JAIPUR

30


31/91

2.3 MARKETS COVERED

2.3.1 MARKET A

31


32/91

2.3.1.1 M.I.ROAD

Mirza Ismail road is a very old main street area of Jaipur. Water selling Shops (although

limited) on both sides of road are since its birth and acts as loyal customers to Bisleri.

Mirza Ismail Road or M I Road is an ideal a place to shop for jewellery and branded

readymade garments in Jaipur. The road is actually curved and boasts of ancient

architectural shop. A happening hang-out for tourists, M I Road is Jaipur's equivalent of

Delhi's Connaught Place. Its location is right next to the wall city of Jaipur.

The main shops sell old silver jewellery and artefacts, antiques, handicraft and apparel.

There are also showrooms for Raymonds, Pepe, Woodland, Benetton, and others. Small

shops that sell bangles, bedsheets and Jaipuri dresses ensure that one can complete its

"Jaipur shopping" at M I Road.

M.I .Road also has sought-after restaurants such as Niros, Suryamahal, Mc Donald, Pizza

Hut and Copper Chimney; the famous Raj Mandir cinema hall and famous Lassiwala

shops of Jaipur.

2.3.1.2 RAJA PARK

Raja Park Market offers everything ranging from grocery to flowers, from furniture to

apparel. This area was given to all the Sindhi and Punjabi Business class people who

came to India at the time of division of country. This market is very well organized

modern market with all kinds of shops in it. From best of the showrooms to famous

Panwalas of Jaipur have there place in Raja Park.

Raja park is full of juice shops, confectionery shops, chemists, restaurants, general

purpose stores which sells packaged drinking water. Considering the fact that all the

business men reside in this area and higher class of people visit this area to most there is

huge demand of Bisleri water in this area. Here people understand the quality and insists

upon it so Bisleri sells most in this region.

32


33/91

2.3.1.3 JAWAHAR NAGAR

On the south-east of the pink city is the colony of Jawahar Nagar. The region of JawaharNagar is located towards south-east of the city central of Jaipur. The place is about 4.5

kms away from the centre of the city. The colony consists of well established roads andmarkets. The place is well provided with schools many tour operators are grounded in the

region. The national highway bypass forms the boundary of Jawahar Nagar. Some

adjoining areas include Burmese colony and Raja Park. The region is divided into sectors

with the streets traversing each other at many points.

This is also one of those markets in which bisleri leads. Just like Raja park all of the

business class reside in this area and people visiting these areas also believes in quality.

There is square market known as Mama Ki Hotel where all the juice, confectionery and

general stores are situated. All these shops in here sells Bisleri and distribution in this

area is almost perfect

2.3.1.4 M.D.ROAD

Moti doongri road connects cities most lavish market to old walled city of Jaipur. Its

importance lies in the fact that good number of tourists travels through this route and

there are few heritage hotels also on this road. There are all kinds of shops on this road

where there is limited demand of water but maximum demand is fulfilled by Bisleri only.

2.3.1.5 NARAIN SINGH CIRCLE

Narain singh circle is one of the very popular landmarks of Jaipur. Its one road heads

toward Delhi and Agra highways, one towards old city and last one towards Tonk. There

is also a small deluxe bus stand on this circle and its also bus stand to all the private buses

to Delhi and Agra. Being a bus stand there is huge demand of packaged water. There are

around 7-8 small shops which all sells Bisleri. One of the shops here sells around 200

cartons of Bisleri 1ltr here.

2.3.1.6 BANGAR HOSPITAL

33


34/91

On the gate of Bangar hospital there are certain number of chemists and few small juice

shops which were also covered by me. In this area there is a mixed demand bottle water.

With Bisleri, Bailley also sells here to certain extent.

2.3.2 MARKET B

2.3.2.1 NEW SANGANER ROAD

34


35/91

New sanganer road is one of the major landmarks away from walled city. Its a long road

covered by shops on both sides. From this road there are two major diversions to markets

of Nadnpuri and Shyam nagar. All this road is full of juice, cold drink and kulfi shops.

Although the area around is not such which can create a demand of bottled water but

there are so many number of shops that if just covered well by distributer can give good

sales. Tourists hardly visit this region, so there is only seasonal demand on this road.

Nandpuri and Shyam nagar also have good number of small shops which sells water but

there were lots of problem associated to this market regarding distribution which I have

mentioned later on in my report.

2.3.2.2 22 GODOWNS

22 Godown is right next to the railway track and is part of civil lines. Civil lines is a

region in which Chief minister and Governor of Jaipur resides, also ex-vice president of

India Mr. Bharo singh shekhawats private house is in this area. So this areas importance

can be understood.

There are countable numbers of shops in this area and this is only small market of Market

B, in which Bisleri sells in good numbers. There are few medical shops, general & kirana

shops, and Juice shops.

2.3.2.3 MAHESH NAGAR

This whole market is parallel to railway line and there are important road like 80 feet

road and 60 feet road. All kinds of people reside in this area. Water does not sells in good

35


36/91

number in this area but still because of many a juice shops there is certain fix demand is

created.

Hardly any tourists visit this area and people do not believe in difference in packaged

water here. To them all packaged water is same and they prefer buying whichever gives

them maximum margins.

2.3.2.4 V.K.I SIKAR ROAD

Vishwa karma industrial area is one of the major industrial areas of Jaipur situated on

Sikar road highway. Here all the big companies have there plants and offices like Coke,TNT, NBC, and Bisleri itself. Its connected to one of the major residential area of Jaipur,

known as Vidyadhar nagar.

This whole road is covered by all kinds of shops on both sides. There are no big

showrooms or malls in this area but being a highway there are many small hotels on this

road. This areas demand is well supported by Bisleris location advantage.

2.3.2.5 AJMER ROAD

This market covers the shops direct from MI ROAD to main Ajmer highway. Shops are

scattered around and both sides of this road. There are not too many shops on this road

selling bottled water. In this area shops include lots of dairys, juice shops and small

confectionery & medical shops.

This road also includes the market of nirman nagar in which there is good number of

shops supporting needs of people residing in this area. There is limited demand of bottled

water in this area that too cheap and easily available.

36


37/91

2.3.2.6 JHOTWARA KALWAR ROAD

This market is located in west of the city. Market region covered under this area starts

from Jhotwara flyover to Kalwar choongi post. This is also a straight road both side

market. Here also there is certain fixed seasonal demand of water as hardly any tourists

visit this region.

All shops in this region are small and only support people residing around. There is not a

huge demand of water on this road. Retailers here also do not believe in quality in bottled

water and preference is given to cheap selling water which gives more margins. Shops in

this region include small kirana shops, sweet shops, small juice shops and panwalas.

37


38/91

CHAPTER 3

INTRODUCTION TO SCHEME

3.1 RETAILERS SCHEME CARD

The main job assigned to me at Bisleri Jaipur was distribution of RETAILERS

SCHEME CARD to all the retailers in assigned market. Jaipur is a big city area wise so

38


39/91

it was not possible for just one or two persons to cover whole market. For this purpose

there were five summer trainees and 3 sales mans of company. Areas assigned to me have

already been discussed in last chapter. There were 265 shops in these markets which I

have divided into Market A and Market B. There were two distributers supplying Bisleri

products under both of the markets.

The job was to distribute cards to every retailer and note down there name, organization

name, address and date of birth in register with same on the card.

3.1.1 SCHEME

This scheme was for a month of May and gave opportunity to retailers to win gifts on

buying certain target amount of cartons of Bisleri in month of May. All they needed to do

was to attach all the bills of May with the card which was collected from them after end

of month. Details of scheme-

CARTONS PURCHASED GIFTS

2

5

WALL

-CLOCK

50

TRAVEL BAG

100

ICE

-BOX

1

50

TROL

LY-BAG

20

0

COLOURED MOBILE

PHONE

This scheme was valid on all products of Bisleri except 20 ltr jars.

3.1.2 SHOPS COVERED

39


40/91

Shops covered under this scheme were all retailers who were selling packaged drinking

water whether Bisleri or some other companies product apart from that cards were also

distributed to those shops which were prospects for company to sell water.

3.1.3 AIM OF THE SCHEME

The main aim behind scheme was to reach directly to every retailer in town and collect

there data.

To understand the current situation of market.

To check upon the services of distributers.

To check upon the working of Sales executives.

To learn about various schemes and strategies of competitors.

And last but not the least increasing secondary sales of the company.

40


41/91

CHAPTER 4

PURPOSE AND OBJECTIVES

4.1 SCOPE OF STUDY

41


42/91

Marketing is a subject where a person can learn from anybody. As I was into retailers

survey work of countrys leading packaged drinking water company Bisleri, I was feeling

myself to be a part of organizations family. I had a very good market exposure while

undergoing this project because every person came forward with a different opinion and

that was very important to know the perception of the retailers. And being my first real

exposure to the corporate environment, the training period proved to be very educating

and offered me a great chance to learn the practical workings of the FMCG industry.

4.2 OBJECTIVE OF STUDY

The primary objectives of the introduction of Retailers scheme card and research project

titled RETAILERS SURVEY IN JAIPUR WITH SPECIAL REFERENCE TO

BISLERI are as follows:-

- Understand current market scenario in context of packaged drinking water.

- What attracts retailers most in selection of packaged drinking water?

- What are the various issues related to distribution in various markets?

- What are the various schemes and strategies used by competitors to capture market?

- What are the various demands of retailers?

- How retailer view product of Bisleri in comparison with other companies products?

- To increase secondary sales of the company?

To study and to check upon and thereby to cater to the above set objectives of the project

a structured questionnaire was designed and it was approved by the supervising faculty

and the companies DGM.

4.3 PROBLEM DEFINATION

42


43/91

To understand the basis of what services does a retailer makes his choice in

buying a packaged drinking water.

To understand various problems associated with distribution of product.

4.4 RATIONALE OF STUDY

Being a project for my partial fulfillment of my MBA degree I was motivated to

finish this project to the best of my ability.

My interest in the field of marketing of products was a motivation factor towards

this research.

Stability in operations of fmcg companies irrespective of changing financial

conditions was a factor that brought me interest in knowing more about the

internal workings of the fmcg industry.

43


44/91

CHAPTER 5

RESEARCH METHODOLOGY

5.1 TYPE OF RESEARCH

44


45/91

My research is DESCRIPTIVE RESEARCH as it includes a questionnaire survey and it

is a fact finding enquiry through retailers scheme card. And I am focusing on retailers

viewpoint towards packaged drinking water and problems associated

My Project is descriptive research due to the following factor:

It describes the characteristics of retailers in Jaipur city.

It is carried out to estimate the approximate percentage of units in a specified

population exhibiting certain behavior.

It helps in determining the perception of product characteristics.

It helps in making certain predictions related to packaged drinking water.

5.2 SAMPLE DESIGN

Regardless of the method or the design of the research that is used to obtain the primary

data, the decision for this very research activity in the field of FMCG and about

surveying the entire population of retailers or only a representative portion of the

population of the market had to be made. For this research activity the latter was adopted

due to the resource constrains which was also the limitation of this research report. With

the limited amount resource in the hand, the only feasible way was to survey a

representative portion of the population than the entire population as such. The difficulty

in forms of time and resources caused the researcher to resort to the sampling approach

than census approach as the size of the entire population was huge which could not be

catered because of limited resource and time.

5.2.1 SAMPLE UNIT

As the project was being done for the Jaipur branch of the Bisleri the sample unit taken

was retailers of Jaipur city.

45


46/91

5.2.2 SAMPLE SIZE

The sample size selected was 265 respondents. This was due to the time and resource

constraint faced by the researcher during the project.

5.2.3 SAMPLE SELECTION

Respondents were selected on the bases of assigned markets by the company; all retailers

in those markets were covered. Criteria for selection were-

All retailers selling packaged drinking water.

Retailers who were not into packaged drinking water but can be a future prospect for

a company.

5.3 DATA COLLECTION TOOLS

5.3.1 PRIMARY DATA

Primary data was collected through questionnaire method and also through retailers

scheme card. The Questionnaire and Retailers card are attached to the annexure of this

report. It contained 12 questions and covered the necessary areas needed to complete the

research.

5.3.2 SECONDARY DATA

Secondary Data was collected from sources at the office, magazines, newspapers and

websites.

5.4 VARIABLES INVOLVED

46


47/91

Type of retailers.

Features of product offered.

Retailers perception on packaged drinking water.

Retailers expectations from company.

5.5 SCALING TECHNIQUES USED IN QUESTIONNAIRE

1. QUESTION 1 Nominal Scale

2. QUESTION 2 Nominal Scale (Dichotomous question)










12. QUESTION 12 Nominal Scale (Open Ended)

5.6 DATA COLLECTION

47


48/91

5.6.1 PRIMARY DATA COLLECTION

Most of the data that were collected for this research activity is primary in nature. The

total number of targeted respondents was 265 across the 12 markets and the time

constrains were 5 to 6 weeks. Therefore the best method of concluding the data collection

was to design a short objective based questionnaire and thereby to proceed with the

informal personal interviews with the sample respondents.

The questionnaire was designed by fully keeping the objective of the research in the

mind. A proper structured questionnaire which was a combination of an open end and

close ended questions was prepared. The reason for it hails from the suggestion given by

the industry guide who assisted me in designing the questionnaire; who suggested that the

research activity is descriptive in nature and so the questionnaire contained more number

of an close end questions; but on the other hand since there is a need to understand

retailers perception open ended questions was an essential.

Refer to the appendix for the questionnaire

.

5.6.2 SECONDARY DATA COLLECTION

Most of the secondary data for the research was collected from websites, magazines and

newspapers.

5.7 LIMITATIONS AND CHALLENGES WHILE UNDER GOING

THE RESEARCH

48


49/91

First, it was not a consumers survey but retailers survey; it was really hard to find a

free sitting shopkeeper in peek hours of a day when survey was carried out.

Secondly, no shopkeeper likes to waist there precious selling time in such activities

like filling of questionnaires. Here I am thankful to company to provide me with a

retailers scheme card which helped them attract still there were shopkeepers who

were very busy to entertain me.

Biggest limitation of this report is that in all the markets covered there were 4

distributers and they all have there own way of working. That is the reason there were

totally opposite response from some markets to the others with different distributers.

When I use to cover markets it was noticed that many shopkeepers use to keep there

shops closed from 1 to 4 due to heat of Jaipur, because of which there were certain

shops missed.

Another reason because of which many a shops were not covered was that shop

owners themselves were not present on shop and it was not possible to handover the

scheme to any other person at shop.

All those retailers who were not into selling of packaged drinking water were hard to

convince to give there information.

Also those retailers which were selling some other companies mineral water proved a

challenge.

There were certain cases in which shopkeepers were not willing to give there

information on account of security measures.

Most of the people in Jaipur believed in hiding there age and did not tell there DOB.

In certain cases it was seen that few shopkeepers were so unhappy with services

provided by Bisleri that they showed there anger by not entertaining me.

Many of the phone numbers given by respondents were wrong or were not picked by

the owners of phone.

49


50/91

The research covers only a minor part of Jaipur city there by doesnt bring about

maximum satisfaction.

But in spite of these obstacles there were many people who really helped me to reach my

destination. There were a no. of retailers who patiently heard what I tried to convey them

and they also made me aware of the different problems associated with Bisleri and its

distribution. But they were very kind to me and some of them even gave a good response

by placing order for Bisleri to me.

The main advantage that I had while doing my training was the attractive scheme which I

was distributing. After a long there was any scheme introduced by Bisleri and this helped

me in ease of conversation with retailers. They took interest because they were gettingsomething out of it.

I also got reference from the existing customers of the Bisleri and they assisted me to

track right type of retailers who were interested in selling packaged drinking water.

50


51/91

CHAPTER 6

ANALYSIS AND INTERPRETATION

6.1 ANALYSIS OF PRIMARY DATA

How many scheme cards were collected back of 265 distributed to shopkeepers?

51


52/91

MARKET A

Total, Y, 66, 56%

Cards collected back

Cards collected Total

N 51

Y 66Grand Total 117

Off 117 cards distributed in Market A, 66 that is 56% of cards were collected back.

This suggests that people in this area do care about such schemes and just dont throw

away the cards considering them useless.

MARKET B

52


53/91

Total, Y, 84, 53%

Card collected bac

Card collected back. Total

N 74

Y 84

Grand Total 158

There were very similar results in Market 2 as well, here also major number of cards

that is 53% were collected back indicating the importance of schemes to the people.

Reason behind not getting cards back were lost cards, misplaced cards and some

retailers even threw the cards away.

Q.1 What is your shop type?

53


54/91

Juice, cold drinks and food shop

General/Kirana store

Pan shop

Dairy an Medical store

MARKET A

Type of shopFrequency of shop

type

Juice, Cold drinks & FoodStores 42

General / Kirana Store 44

Pan shop 16

Dairy and Medical Store 15

Total 117

MARKET B

54


55/91

Type of shop Frequency of shop type

Juice, Cold drinks & FoodStores 72

General /Kirana Store 61

Pan shop 8Dairy and Medical Store 17

Total 158

Maximim number of shops in both region are juice,colddrink and food shops and

General/Kirana stores.

But dairy/Medical and pan shops in both regions have there importance as almost

each shops of these kind sell packaged drinking water.

Q.2 Do you sell mineral water at your shop?

Yes

55


56/91

No

MARKET A

Total,

Total, Y, 102, 87%

Do you sell mineral water

Do you sell mineral water? Total

N 15

Y 102

Grand Total 117

In Market A, 87% of the shops covered were selling some or the other kind of

mineral water.

There were just 15 retailers off 117 who were not selling mineral water in Market A.

MARKET B

56


57/91

Total, Y, 120, 76%

You sell mineral water

Do you sell mineral water Total

N 38

Y 120

Grand Total 158

There were 38% of the shops covered in Market B which were not selling mineral

water.

This suggests that there are good number of shops which are availaible to Bisleri to

be exploited in near future.

Q.3 Which mineral water do you sell at your shop?

57


58/91

Bisleri

Bailley

Aquafina

Kinley Kingfisher

Fosters

Others please specify__________________________

MARKET A

BrandsPercentage Frequency of various brands being sold at retail

outlets

Bisleri 70 84

Bailley7.5

9Aquafina 9.17 11

Kinley 5 6

Kingfisher 1.6 2

Fosters .84 1

Others 5.84 7

Total 100 120

MARKET B

58


59/91

BrandsPercentage Frequency of various brands being sold at retail

outlets

Bisleri 43.66 62

Bailley 13.38 19

Aquafina 15.5 22

Kinley 11.26 16

Kingfisher 7.04 10

Fosters 2.11 3

Others 7.04 10Total 100 142

Off the total number of shops selling mineral water from question no.2 there were 17

shops in market A which were selling 2 brands of water and similarly 19 shops in

market B selling more then 1 brand of water, this chart is inclusive of that data.

If we compare both the markets, In Market A Bisleri is doing excellent with 70%

share in the market, but in Market B it just have 43% of share, which is way below

there standards.

There are no close competitors but Bailley and Aquafina eating up certain sales.

Major answers for other types were local brands like Sun, Gagan, Intimate and

Vinayak.

Q.4 What kind of customer usually visit your shop for packaged drinking water?

59


60/91

Daily walk in customers

Regular Customers

Parties and marriages orders.

MARKET A

KINDS OF CUSTOMERSVISITED Frequency

Daily walk-in 107

Regular Customer 19

Party & Marriage orders 8

Total 134

MARKET B

60


61/91

KINDS OF CUSTOMERSVISITED Total

Daily walk-in 130

Regular Customer 8

Party & Marriage orders 3

Total 141

By this question researcher is trying to find out that what are the kinds of customers,

visiting retailers, for packaged drinking water.

Its very clear that maximum number of customers are daily walk in.

But another fact lies behind this question is that retailers involved in regular

deliveries and orders are selling way more then those selling to daily walk ins.

There is one shop in Market A (Jaina Ice-cream parlour) which is involved in orders,

sells above 300 cartons every month. And in this scheme month it sold 402 cartons

which included around 300 5ltr pet jars.

Q.5 What attracts you the most in choice of mineral water?

61


62/91

Quality

Margins provided

Schemes

Service provided by dealer

MARKET A

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERALWATER Frequency

No Response 8

Quality 24

Margins 48

Schemes 30

Services 7

Total 117

MARKET B

62


63/91

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERALWATER Frequency

No Response 21

Quality 38

Margins 65

Schemes 26

Services 8

Total 158

By studying this question we can understand that what actually attracts retailers in

selection of packaged drinking water.

As found in both the markets valid matching figure of 41% in favor of margins.

In Market A schemes take second place but in Market B its quality because all those

who are buying Bisleri in market B is because of its quality; other companies are

providing them more margins then Bisleri.

63


64/91

Services with 6% and 8% does not affect the retailers much, it just comes as a

consolation to them.

There were 30 non respondents in total in these markets to this question.

Response to this question brings about the fact that retailers are most attracted

towards margins when it comes to choice of a product.

Q.6 Do you have fridge provided by any company?

Yes

No

64


65/91

MARKET A

Total, Y, 34, 29%

Fridge provided by any company?

Fridge provided by any company Total

N 83

Y 34

Grand Total 117

This question has its place in questionnaire because customers having fridge provided

by any company usually are forced not to buy Bisleri as companies like Coke and

Pepsi doesnt allow any other product to be kept inside there refrigerator.

In Market A just 29% retailers have fridge provided by any other company thats why

Bisleri sales are not affected here due to this reason.

MARKET B

65


66/91

Total, Y, 49, 31%

Do you have fridge provided by any co

Fridge provided by any company Total

N 109

Y 49

Grand Total 158

In Market B results are almost same but as sales in this region are less then Market A

therefore retailers with Fridge are dominant selling other brand.

These retailers satisfy demand of this region hence Bisleri sales are highly affected.

And off those who dont have fridge are very small retailers and dont have capacity

above 15 cartons in a month.

Q.7 Does Bisleri distributer visit your shop?

66


67/91

Yes

No

MARKET A

To

Total, Y, 87, 74%

Bisleri distributer visiting your shop

Bisleri distributer visits your shop? Total

N 30

Y 87

Grand Total 117

In Market A 74% of the shops covered are visited by Bisleri distributer.

If we compare it with question number 3 that off these 74% retailers almost all buy

Bisleri only leaving 4% behind.

This suggests that distributors are well up to there task in this region.

MARKET B

67


68/91

Total, Y, 68, 43%

Does Bisleri distributer visits your shop?

Bisleri distributer visits your shop? Total

N 90

Y 68

Grand Total 158

Major portion of shops in Market B are not visited by Bisleri distributer.

Only 68 off 158 shops are visited by Bisleri supplier in this region.

This suggests that system applied by distributers in this region is not successful.

If shops are not visited on regular bases they tend to switch to easily available brand

and brand which has better supply system.

This is problem which is being exploded by other companies in this region likeBailley.

Q.8 How often Bisleri Distributer visits your shop?

Almost every day

68


69/91

Twice or thrice a weak

Once a weak

Never

I dont buy Bisleri

MARKET A

HOW OFTEN HEVISITS? Frequency Percentage

Almost Every Day 30 25.64

Twice or Thrice a Week 27 23.08

Once a Week 28 23.93

Never 9 7.69

I Don't Buy Bisleri 23 19.67

Total 117 100

MARKET B

69


70/91

HOW OFTEN HEVISITS? Frequency Percentage

Almost Every Day 4 2.53

Twice or Thrice a Week 27 17.08

Once a Week 43 27.22

Never 49 31.01

I Don't Buy Bisleri 35 22.15

Total 158 100

In this question difference between respondents to Never and I dont buy Bisleri

is that Never respondents prefer to buy Bisleri but nobody visits them and later dont

buy Bisler at all.

In Market A 25% shops are daily visited by dealer on the other hand just 2% in

Market B.

There are just less then 8% shops in Market A which are not visited but in Market B

31% shops are never visited by dealer and that is taken as a complain against supplier.

70


71/91

Major portion of respondents in Market A have given positive response as tilt of

answers is towards first, second and third option, on the other hand responses are

more towards answer three, four and five.

In Market B there are more then 53% of shops not visited at all by the distributer.

71


72/91

Q.9 What is your monthly consumption of Bisleri?(no. of cartons)

0-25

25-50

50-100

100-150

Above 150 cartons

MARKET A

YOUR MONTHLY CONSUMPTION OFBISLERI?

Frequency Percentage

0-25 54 65.06

25-50 14 16.87

50-100 5 6.02

100-150 8 9.63

150 & above 2 2.41

Total 83 100

72


73/91

MARKET B

YOUR MONTHLY CONSUMPTION OFBISLERI?

Frequency Percentage

0-25 42 68.85

25-50 18 29.50

50-100 1 1.65

100-150 0 0

150 & above 0 0

Total 61 100

It can be clearly seen from both the markets that maximum shops selling mineral

water cannot sell more then 0- 25 cartons in month.

Biggest customers who fall in category of above 150 cartons have capacity of selling

150 to 450 cartons, hence they themselves cover up for companies other 60%-70%

customers.

In Market B company doesnt have any above 100 cartons customers.

73


74/91

Q.10 Are you satisfied with the services provided by Bisleri distributer?

Yes

No

Please state reason behind your answer___________________

MARKET A

Total, Y, 71, 61%

Are you satisfied with Bisleri Su

Are you satisfied? Total

No Response 25

N 21

Y 71

Grand Total 117

61% of shopkeepers in Market A were satisfied with the services provided by the

distributer.

There were 25 non respondents to this question.

There were just 18% non satisfied shopkeepers.

Reason behind non satisfied customers were----

74


75/91

Not providing bills on time.

There was a case of supply of special railway water of less MRP at normal rates.

There were few replacement problems with these respondants.

MARKET B

Total, N, 54, 34%

Total, Y, 39, 25%

Are you satisfied with Bisleri distri

Are you satisfied with supplier? Total

No response 65

N 54

Y 39

Grand Total 158

There were more number of shopkeepers in Market B were unsatisfied with 34%.

Major reason stated by these people was no supplies or irregular supplies.

75


76/91

Q.11 How often does he provide you a bill on your purchase?

Always

Sometimes

Never

I never ask for bill

MARKET A

HOW OFTEN DOES HE PROVIDE YOU A BILL

35

22

11

15

0

5

10

15

20

25

30

35

40

Always Sometimes Never I never ask for a bill

HOW OFTEN DOES HE PROVIDE YOU ABILL? Frequency Percentage

Always 35 42.16

Sometimes 22 26.51

Never 11 13.25

I never ask for a bill 15 18.07

Total 83 100

76


77/91

MARKET B

HOW OFTEN DOES HE PROVIDE YOU ABILL? Frequency Percentage

Always 19 31.15

Sometimes 24 39.35

Never 9 14.75I never ask for a bill 9 14.75

Total 61 100

Only 42 percent and 31 percent shopkeepers in both the markets were getting bills on

regular bases.

Around 14% retailers in both the markets were never getting bills by distributor.

There was also negative sign on part of retailers; 18% in Market A and 14% retailers

in Market B never cared to take bills from distributers.

This states that shopkeepers to avoid taxes and extra charges dont take bills.

Also these people were supplied on differentiated rates.

77


78/91

Q.12 Would you like to place any order

250ml

500ml

1ltr

1.5ltr

2ltr

5ltr jar

20ltr jar

There were total of 34 retailers who responded to this question and placed there

orders.

In total there were orders of around 150 cartons in whole.

This response were majorly from those people who wanted to reach there targets

to avail the scheme provided by company.

In Market B major respondents were those people where supply was very

irregular.

These supplies were made by directly placing order to the distributer by

researcher.

78


79/91

6.2 SUMMARY OF GIFTS DISTRIBUTED

SR.NO GIFTS MARKET A MARKET B

1. WALLCLOCK 9 2

2. TRAVELBAG 5 1

3. ICE-BOX 6 0

4. TROLLY-BAG 0 0

5. MOBILE HANDSET 3 0

79


80/91

CHAPTER 7

FINDINGS AND RECOMMANDATIONS

80


81/91

7.1 SWOT ANALYSIS OF BISLERI

STRENGHTS

Nearly 60% share in market..

Well established distribution channel.

Initiaters advantage.

Brand recognisation.

Only company in 1.5ltr segment.

Best quality product accepted.

WEAKNESSES

Highly priced products.

High costs of production.

Distributers reluctant to change.

OPPORTUNITIES

Growing Indian packaged drinking

water market.

Expected to cross 1000 crore mark.

THREATS

Nearly 200 brands in this sector.

Many new players entering market.

Competitors ability to invest. Eg-

Pepsi and coke.

81


82/91

7.2 FINDINGS

During this two months period of my training period I visited every shop more then

twice. All these findings are based on my continues interaction with retailers and anlysis

of data collected by me.

Restailers in Jaipur believe that water is just water and it does not make difference

fom whom they buy it from.

Retailers in jaipur mostly believe in what are the margins provided to them by the

companies.

Most positive aspect of Bisleri in market is that people believe that Bisleri is a best

quality packaged water in market. Apart from all the issues overall Bisleri stil holds it positin as a Market leader.

Bisleri is a highest priced product in the market, and market customers are daily walk

inns ; hence they are not ready to always pay more then 12 rupees for a 1ltr bottle

which sells most.

Companies like aquafina and kinley are providing free product to the shopkeepers

with purchase of there colas, which is bringing down the sales in many areas.

Pepsi and Coke provide free refrigerators to retailers in which they are not letting

them keep any other companies product., this inturn is breaking sales of Bisleri cause

usually a customer asks for cold water.

Distributers in Jaipur are very reluctant to change.

Distributers just dont visit any other shops except those which regularly buy from

them in other words they just dont move away from there set routes.

As Jaipur is very old city hence there are lots of shops in small streets which are not

covered by distributers , as they usually just move along main roads.

There were lots of complains in Market B of suppliers, many of retailers responded

that Bisleri people doesnt visit at all.

Retailers in Jaipur are in habit of not asking for bills and suppliers too dont provide

bills on regular bases on there own.

82


83/91

7.3 RECOMMANDATIONS

First of all Jaipur is not a small city, company just have 3 sales man, Bisleri needs to

make atleast a team of 5 salesman to cover whole Jaipur to keep a good check on

secondary sales of company.

Bisleri needs to regularly come up with certain attractive schemes so that it can

compete with its giant competitors like Pepsi and Coke.

Distributer in Market A are doing excellent job but story is not same in Market B so

company needs to educate there distributers by making them learn about the working

of other distributers.

Bisleri must appraise there suppliers on there good work which will inturn motivate

suppliers who are not doing well to work hard.

Every month a team of people must visit every shop in problem markets atleast ones

to remind them of there importance to company.

Bisleri must give there good and regular customers complimantary gifts to always

keep them faithful towards company.

Bisleri still holds biggest share in market and it needs to keep improving upon its services

to keep that share intact because its competitors are very strong and have ability of huge

investments. I think from my point of view it would be better for Bisleri if it will try to

increase the share of cake by increasing the size of the overall cake, not by decreasing

the others players share of the cake. It means it should try to increase its customer base

not by converting the other companies existing customer, it should try to convert the non

customer of packaged drinking water to Bisleri customer.

83


84/91

BIBLIOGRAPHY

84


85/91

WEBSITES

www.colourfulrajasthantours.com

www.bisleri.com

www.finewaters.com

www.jaipur.org

www.jaipurtravels.com

en.wikipedia.org

www.tradeindia.com

www.indiaresource.org

www.kingfisherworld.com

www.fosters.com

www.parleagro.com

www.bottledwaterindia.org

85
http://www.colourfulrajasthantours.com/http://www.bisleri.com/http://www.finewaters.com/http://www.jaipur.org/http://www.jaipurtravels.com/http://www.tradeindia.com/http://www.indiaresource.org/http://www.kingfisherworld.com/http://www.fosters.com/http://www.parleagro.com/http://www.colourfulrajasthantours.com/http://www.bisleri.com/http://www.finewaters.com/http://www.jaipur.org/http://www.jaipurtravels.com/http://www.tradeindia.com/http://www.indiaresource.org/http://www.kingfisherworld.com/http://www.fosters.com/http://www.parleagro.com/


86/91

APPENDIX

86


87/91

QUESTIONNAIRE

Dear Sir/Madam,

As a student of MBA GENERAL 2008-2010, Amity Business School, Amity University I am

doing a research on RETAILERS SURVEY WITH SPECIAL REFERENCE TO BISLERI. I ll

be grateful for the valuable inputs you give to the following questions. Your responses shall be

kept completely confidential, will be merged with other responses and used only for statistical

purposes.

NAME: ____________________________________________

SHOP NAME: ______________________________________________

SHOP ADDRESS: _______________________________________

PHONE NUMBER: ______________________________________

DATE OF BIRTH: _____________________________

1. What is your shop type?

Juice, cold drinks and food shop

General Store or Kirana shop

Pan Shop

Dairy and Medical

2. Do you sell mineral water at your shop?

Yes

No

3. Which mineral water you sell at your shop?

Bisleri

Bailley

Aquafina

Kinley

Kingfisher

87


88/91

Fosters

Others please specify__________________________

4. What kind of customer you are usually visited at your shop for packaged drinking water?

Daily walk in customers

Regular Customers

Parties and marriages orders

5. What attracts you the most in choice of mineral water?

Quality

Margins provided

Schemes

Service provided by dealer

6. Do you have fridge provided by any company?

Yes No

7. Does Bisleri distributer visit your shop?

Yes No

8. How often he visits your shop?

Almost every day

Twice or thrice a weak

Once a weak

Never

I dont buy Bisleri

9. What is your monthly consumption of Bisleri?(no. of cartons)

0-25

25-50

50-100

100-150

Above 150 cartons

88


89/91

10. Are you satisfied with the services provided by Bisleri distributer?

Yes

No

Please state reason behind your answer___________________

11. How often does he provide you a bill on your purchase?

Always

Sometimes

Never

I never ask for bill

12. Would you like to place any order

250ml

500ml

1ltr

1.5ltr

2ltr

5ltr jar

20ltr jar

89


90/91

RETAILERS SCHEME CARD

90


91/91

32627850 Retailers Survey in Jaipur With Special Reference to Bisleri

Documents