MARKETING OF BISLERI WATER A case study of Swastik Agency, Shimoga TABLE OF CONTENTS Chapter 1: INTRODUCTION Introduction Objective of the study Scope of study Methodology Limitations Chapter 2: COMPANY PROFILE Chapter 3: PRODUCTS Vedic Bisleri with added minerals Bisleri mountain water Bisleri himalaya water Purification Packaging Competitors Chapter 4: FIRM PROFILE Chapter 5: ANALYSIS AND INTERPRETATION Chapter 6: SUGGESTIONS AND CONCLUSION ATNCC, Shimoga 1
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MARKETING OF BISLERI WATER A case study of Swastik Agency, Shimoga
TABLE OF CONTENTS
Chapter 1: INTRODUCTION
Introduction
Objective of the study
Scope of study
Methodology
Limitations
Chapter 2: COMPANY PROFILE
Chapter 3: PRODUCTS
Vedic Bisleri with added minerals Bisleri mountain water Bisleri himalaya water Purification Packaging CompetitorsChapter 4: FIRM PROFILE
Chapter 5: ANALYSIS AND INTERPRETATION
Chapter 6: SUGGESTIONS AND CONCLUSION
APPENDIX
Questionnaire
Bibliography
ATNCC, Shimoga 1
Chapter 1
INTRODUCTION Introduction
Objective of the study
Scope of study
Methodology
Limitations
ATNCC, Shimoga 2
INTRODUCTION
Water is a key to social equity to environmental stability and to cultural
diversity. Water is also firmly linked with health. Pure and safe drinking
water has always been a necessity. The tradition and style of serving
drinking water, in India, has however changed quite dramatically during the
last decade. Almost a decade ago, the introduction of bottled water or
“packaged mineral water” has changed the tradition of serving and
consuming drinking water. This has ushered in very strongly, the use of
polymers or plastics as materials for water storage and distribution.
The categories of bottled water in India are Packaged Natural Mineral Water
and Packaged Drinking Water .Bottled water industry, colloquially called,
the mineral water industry, is a symbol of new life style emerging in India.
The packaged drinking water in India, which is estimated at Rs.850 crores
with over 200 brands floating in the market, most of which have restricted
territorial distribution. This is a growing market in India as quality
consciousness among the consumers is on the rise. The bottled water market
is growing at a rapid rate of around 20%.At this growth rate, the Rs
7000million per year market is estimated to overtake the soft drinks market
soon. Multinationals, Coca-Cola, Pepsi, Nestle and others are trying to grab
a significant share of the market. There are more than 180 brands in the
unorganized sector. The small players account for nearly 19% of the total
market. The per capita consumption of bottled water in India is less than half
a litre per year, compared to 111 litres in France and 45 litres in the US.
These points to the future potential beyond the high growth.
ATNCC, Shimoga 3
Major Players with their brands include Parle Export which introduced
Bisleri in India 25 years ago, Parle Agro with Bailley, Godrej Foods with its
Golden Valley, Coca-Cola with Kinley, PepsiCo with Aquafina, Nestle India
with Perrier, Mohan Meakins and SKN Breweries entered the market with
Golden Eagle and Penguin mineral water, respectively. Nonetheless, Bisleri
and Bailley, both of Parle Origin ,enjoy about 50% market share and has
become almost generic with the product. The premium bottled water market
in India has brands like Evian, San Pelligrino, Perrier.
In the market for water purifiers, while Aquaguard from Eureka Forbes,
remains the market leader, several others have made it to the market place.
Usha Shriram with its Brita water Purifier already established, has launched
India’s first digital water purifier-the water guard Digital in collaboration
with Brita GmbH of Germany. HLL has also forayed into the water
business, with its water purifier device called Pure.
Water Purifiers (residential segment) are growing at 22-25% annually. A
high growth rate indicates a good future potential in these sectors. It is a Rs
5 to 6 billion industry,with Aquaguard cornering more than 50% of the
market. The rest is divided among Kent RO, Pentair, Ion Exchange and
Others.
The mineral water is one of the important items, which is directly consumed
by people all over the world. Mineral water is bottled under very hygenic
conditions under strict quality control being market. Its major use in 5 star
hotels and hospitals where good quality pure water is required for potable
purposes. The consumption of mineral water gradually increase in India due
to shortage of pure hygenic water. The mineral water is consumed by
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tourists. Now there is increase of tourist came in our country increase by 8-
10%, even some peak season they are increase more than 15%. There is
good prospect of mineral water industry.
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 Rupees 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 monopolized 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.
By visiting every shop for this scheme I understood the market well and
came to know what was selling in what areas and what various strategies of
competitors were. For example I came to know that Pepsi were giving away
free water bottles with there cola drinks and eating up the share of Bisleri.
I was also taking orders from the retailers and fulfilling there needs on time
by directly calling distributers of area. Apart from that I was also monitoring
sales in these regions 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 mnc’s. Apart from that I
also found out that Bisleri needs to work hard on there distribution system.
ATNCC, Shimoga 5
The project on the whole helped me understand marketing system, customer
relationship management and the usefulness of marketing in an organization.
Objective of Study
The primary objectives of the introduction of Retailers scheme card and
research project titled “retailers survey in Shimoga with special reference to
Bisleri” are as follows:-
To understand current market scenario in context of packaged drinking
water.
To attracts retailers most in selection of packaged drinking water
the various issues related to distribution in various markets
To find out the preference level of Bisleri botteled water in the market.
To determine the market share of Bisleri Brand of Bottle Water
To know the competitors strategies.
To find untapped retailers.
Scope of study
Marketing is a subject where a person can learn from anybody. As I was into
retailers survey work of country’s 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
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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.
Methodology
My research is descriptive research as it includes a questionnaire survey and
it is a fact finding enquiry through retailer’s 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 Shimoga 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.
Data collection
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.
Secondary data
Secondary Data was collected from sources at the office, magazines’,
newspapers and websites.
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LIMITATIONS
A small segment of the market has been covered only, so the conclusion
cannot be generalized.
The data collected cannot be free from errors, since some of the
respondents failed to give correct information.
Study accuracy totally based upon the respondents response.
First, it was not a consumer’s survey but retailer’s survey; it was really
hard to find a free sitting shopkeeper in peek hours of a day when survey
was carried out.
All those retailers who were not into selling of packaged drinking water
were hard to convince to give their information.
There were certain cases in which shopkeepers were not willing to give
their information on account of security measures.
ATNCC, Shimoga 8
Chapter 2
Company Profile
ATNCC, Shimoga 9
Company Profile
ABOUT THE COMPANY
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. We
have our presence covering the entire span of India. In our future ventures
we look to put up four more plants in 06-07. We command a 60% market
share of the organized market. Overwhelming popularity of 'Bisleri' & the
fact that we pioneered bottled water in India, has made us synonymous to
Mineral water & a household name. When you think of bottled water, you
think Bisleri.
We at Bisleri value our customers & therefore have developed 8 unique pack
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sizes to suit the need of every individual. We are present in 250ml 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 our effort to bring to you something
refreshingly new, we have introduced Bisleri Natural Mountain Water -
water brought to you from the foothills of the mountains situated in
Himachal Pradesh. Hence our product range now comprises of two variants :
Bisleri with added minerals & Bisleri Mountain Water.
It is our 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.
In our endeavour to maintain strict quality controls each unit purchases
performs & caps only from approved vendors. We produce our own bottles
in-house. We have recently procured the latest world class state of the art
machineries that puts us at par with International standards. This has not
only helped us improve packaging quality but has also reduced raw material
wastage & doubled production capacity. You can be rest assured that you are
drinking safe & pure water when you consume Bisleri. Bisleri is free of
impurities & 100% safe. Enjoy the Sweet taste of Purity
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
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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 market leaders 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!
Company Background
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In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first
brought the idea of selling bottled water in India. It started a company called
Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports,
bought over the brand. In those days, Bisleri packaged drinking water was
available in glass bottles.
Being a returnable package owing to various other problems such as
breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly
Vinyl Chloride) bottles. After this plastic packaging was introduced, things
started to change, and sales increased rapidly.
The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold
off the Parle stable of brands, including Thumps Up, Limca and Gold Spot.
Recognising the potential of the packaged drinking water market, he then
went on to concentrate on making Bisleri a top selling brand in India.
The Present
It was around the year 1995, when Parle Exports took charge of the brand
operations and the business took off in the market. With factories across
India and a strong distribution network, Bisleri established itself as a force to
reckon with in the domestic packaged drinking water market.
Earlier the packaged drinking water market consisted of five star hotels,
tourists and foreigners. As a marketing strategy, a conscious decision was
taken by the company that only 40% of the sales should come from these
outlets and 60% from general market, i.e. paanwallas, street shops, general
stores and even non-tourists.
This brought about a sea change in the perception in the consumer's mind
about consumption of Bisleri. Earlier, drinking bottled water was considered
to be more of a status symbol. That thinking has slowly changed to the point
ATNCC, Shimoga 13
where today, not drinking Bisleri is considered as being behind the times.
Such has been the presence and penetration of the Bisleri brand in the
bottled water segment.
About few years ago, in 1998, a strategy was adopted to concentrate
aggressively on the home market. The habit of boiling water or using
electronic gadgets was not adequate, since the source of water itself was
unreliable.
Future Plans
Bisleri was the first to market bottled water in a totally virgin market and
naturally people associate the brand with bottled water. Now Bisleri is
perhaps already ten steps ahead of its competitors and will endeavor to
widen its gap in the times to come.
Bisleri's brand positioning stresses on pure, clean and safe drinking water.
Some of the future plans to maintain the top spot that Bisleri commands in
the Indian market are:
New pack sizes in bottles and cups
Increase the distribution network with an investment of over 200
crores
Strengthen presence in traditionally weak areas by setting up 12
new bottling facilities at a cost of Rs. 150 crores.
While the controversy over European standards is going on in India, Bisleri,
the acknowledged Indian market leader, is now set to sell still and sparkling
waters in Europe and America.
Bisleri is confident of entering the European market and has been tested by
the Central Food & Technology Research Institute (CFTRI), Mysore. The
ATNCC, Shimoga 14
CFTRI-tested Bisleri water using European standards and found 'not
detected' for all pesticides specified.
This European launch will silence critics who had raised issues concerning
Bisleri's water quality, a company press release said. The company stands
proud by its high international quality and has the confidence to take the
European market by storm.
Says Parle Bisleri chairman Ramesh Chauhan: "The fact that we have
reached out to international markets is an acknowledgement of our quality
and our penchant for safety and purity."
It 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, and 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 its effort to
bring something refreshingly new, it has introduced Bisleri Natural
Mountain Water - water brought from the foothills of the mountains situated
in Himachal Pradesh.
Hence its product range now comprises of two variants: Bisleri with added
minerals & Bisleri Mountain Water.
Bisleri Water is put through multiple stages of purification, ozonised &
finally packed for consumption. . Rigorous R&D & stringent quality
controls has made it the market leader in the bottled water segment. Strict
hygiene conditions are maintained in all plants.
ATNCC, Shimoga 15
In its endeavor to maintain strict quality controls each unit purchases
performs & caps only from approved vendors. It produces its own bottles in-
house. It has recently procured the latest world class state of the art
machineries that put it at par with International standards. This has not only
helped it improve packaging quality but has also reduced raw material
wastage & doubled production capacity.
The company that recently launched its premium brand with medical values
Vedica, is expecting a 50 per cent growth in sales from this brand.
Promoters
Parle was established in 1929 as a confectionery manufacturing unit by late
Shri Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri
Jayanti Lal Chauhan, a MIT and MBA Graduate from University of Boston,
USA, took over the helm of the Group. It was due to his foresightedness
the group bought Italian Mineral Water Company – Bisleri in 1969 that has
grown to become the Leading Brand BISLERI in Indian market. Presently
BISLERI enjoys number one position in the water market.
The Group also was a pioneer in Indian market for introducing aerated
drinks like Thumps up, Limca, Citra and Gold Spot. These products were
later sold to MNCs in 1993. Presently the focus of organization is on
packaged and mineral water marketed under the brand name Bisleri.
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Bisleri International Pvt. Limited (BIPL) has the history of being the
undisputed leader with constant growth and development in an ever-
changing environment. Bisleri International Pvt. Ltd is 40 years old. It has
presently 8 own manufacturing units, 11 franchisee and 32 contract packing
facilities across India. We will be expanding the business to reach far &
wide. Our plants are now equipped with sophisticated machinery & state of
the art technology.
Bisleri’s Vision
Its vision is to be the dominant player in the branded water business where
the second player is less than 20% of its business.
Bisleri’s Mission
It is 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. It must have world class quality, at the lowest
production & distribution cost. This will make it an unbeatable leader, and
will have satisfied loyal customers.
Bisleri’s values
Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and
Openness & Transparency.
Organisational Structure
• Senior Sales Manager
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• ASM under the Senior Sales Manager
• ASM has zones divided such as north, east, west, south and central
• Sales Executive for ASM in all the 5 zones
• 5 Corporate Sales person for all the 5 zones
• Their truck drivers are their salesmen
The Journey till Now
1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri.
Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales
urge.
Mid-1980s: Switches to PET bottles, which meant more transparency and
life for water.
1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca
to Coca-Cola for Rs.400 crore.
1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.
1998: Introduces a tamper-proof and tamper-evident seal.
2000: Introduces the 20-litre container to bring prices down from Rs 10 a
litre to Rs 2 a litre.
2000: BIS cancels Bisleri's license of water bottling in Delhi since some of
the bottles did not carry ISI label; the license is restored one-and-a-half
months later.
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2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-
MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's
34.4 per cent.
2003: Bisleri says it plans to venture out into Europe and America to sell
bottled water.:
2006: Launch of Natural Mineral Water to increase the product portfolio.
2007: Introduced 250ml attractive bottles.
2008-2010: May introduce energy drinks and flavored water.
Expansion
Bisleri International Pvt. Ltd. is committed to meeting the needs of its
customers across the country and to effectively service the end consumer
Bisleri has been working continuously to establish fresh bottling and
distribution capacities.
Over the course of last one year, bottling plants have come up at:
Location Effective Date
Wadki, Maharashtra 17.08.2007
Ahmedabad, Gujarat 13.11.2007
Chennai, Tamil Nadu 15.11.2007
Andaman & Nicobar 18.12.2007
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Madurai, Tamil Nadu 05.01.2008
Rajampet, Andhra Pradesh 29.01.2008
Mysore, Karnataka 29.02.2008
Udaipur, Rajasthan 01.03.2008
Kanpur, Uttar Pradesh 01.04.2008
Product Range
Value Chain
Every drop of Bisleri water is purified as per international standards to
ensure that your Bisleri experience always remains pure and satisfying for
longer. The following is a brief understanding of the water treatment
water does not come for more than 2 to 5 hrs.in a dat this not only leaves
water pipelines empty but also makes them prone to oxidation and rusting. PesticidesPesticides are deadly chemicals used to eliminate weeds, insects and other
harmful elements in crops. But their consistent use has however produced its
own harm. Surprisingly, pesticides too are entering our ground water and are
contaminating our drinking water.
ArsenicArsenic is a semi metal element in the periodic table . it is odourless and
tasteless. It can enter drinking water supplies from natural deposits of the
earth or from agriculture or industrial practices. This problem is widely
experienced in many regions across india. Consumption of Arsenic can
cause skin damage , circulatory system problems and an increased risk of
lung & kidney cancers.
FluorideFluoride is a major naturally occuring contaminant in drinking water . It is
found on very high levels in east & North India. Low levels might prove
beneficial in preventing dental problems but its high levels can cause
structural tooth damage and very high level can cause skeletal damage.
LeadMany old homes & building have pipes & plumbing fixtures that contain
lead. Lead can easily leach from pipes into drinking water. Its long term
effects include stroke ,kidney problem and cancer.
Heavy Metals
ATNCC, Shimoga 46
Metals like Mercury, Zinc, Copper and Cadmium usually enter the water
supply as Industrials wastes and therir excessive concentrations can cause
physiological damage to humans, including damage to the central nervous
system
Excessive Bacteria and Viruses
At most of the places, Municipal drinking water comes for not more than 2
to 5 hrs. Therefore the water is stored in overhead tanks that results in
excessive bacteria and viruses growth and this can lead to diseases like
Cholera, Dysentery, Diarrhea and Typhoid.
ATNCC, Shimoga 47
Chapter 5
ANALYSIS AND INTERPRETATION
ATNCC, Shimoga 48
ANALYSIS OF PRIMARY DATA
1. Do you prefer packaged drinking water?
Prefer packaged drinking water Frequency Percentage
Yes 90 90
No 10 10
Total 100 100
Analysis: According to the survey of retailers at the metro stations 90% said
yes and 10% voted for no as they sold Rupee 1 per glass.
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2. Are you aware of the following brands in packaged drinking water?
ATNCC, Shimoga
Aware Frequency Percentage
Bisleri 55 55
Kinley 30 30
Aquafina 10 10
Other 5 5
Total 100 100
50
Analysis: The most of the retailers at the metro stations were aware of the
major brands which were like 90% knew about Bisleri, 70% for Kinley and
60% for Aquafina while 50% kept local brands.
ATNCC, Shimoga 51
3. Which brand of packaged drinking water does customer often ask?
Aware Frequency Percentage
Bisleri 60 60
Kinley 19 19
Aquafina 08 08
Other 13 13
Total 100 100
Analysis: According to the survey of retailers 60% said the most sold brand
was Bisleri followed by Kinley to which 19% agreed while 8% said that
Aquafina was sold most and 13% for others.
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4. Please scale your satisfaction level for the brand you’re using on the
basis of the following:
Price:
Brand
Name
Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri 18 52 10 20
Kinley 33 47 15 05
Aquafina 28 40 18 14
Others 10 30 30 30
Analysis: The 52% of the retailers were satisfied with the price of Bisleri
followed by Kinley, Aquafina and others.
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5. Quality:
Brand Name Very
Satisfied
Satisfied Dissatisfied Uncertain
Bisleri 45 35 8 12
Kinley 38 32 8 22
Aquafina 35 32 15 18
Others 10 15 35 40
Analysis: The 44%the retailers at the metro stations were very satisfied with
the Bisleri and similarly followed with Kinley and Aquafina while 40% were
uncertain about the quality of the other local brands they keeping.
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6. Service:
Brand
Name
Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri 45 35 8 12
Kinley 38 32 8 22
Aquafina 35 32 15 18
Others 10 15 35 40
Analysis: The retailers were mostly satisfied more with the service of
Kinley and Aquafina other than Bisleri.
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7. Packaging:
Brand Name Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri 40 30 20 10
Kinley 30 30 20 20
Aquafina 35 40 15 5
Others 10 15 35 40
Analysis: The packaging of the Kinley was mostly liked by retailers and
similarly by the customers followed by Aquafina and Bisleri
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8. What factors can change the brand preference of the customer?
Factors Frequency percentage
Quality & Price 38 38
Quality & Service 22 22
Price 10 10
Service 6 6
Packaging 24 24
Total 100 100
Analysis: The customer preferred Quality and Service then followed by
Packaging and then Quality and Service and etc.
ATNCC, Shimoga 57
9. What is the future prospect of this market?
Prospect Frequency Percentage
Excellent 60 60
Good 20 20
Average 15 15
Poor 05 05
Total 100 100
Analysis: The 60% of the retailers felt that there is excellent prospect of the
market in the future.
ATNCC, Shimoga 58
10.How do you rate Bisleri as compared to other brands?
Brand Frequency Percentage
Very good 25 25
Good 55 55
Standard 15 15
Bad 05 05
Total 100 100
Analysis: The major of the retailers at metro stations felt that Bisleri is a
good brand as compared to others and 30% considered it very good because
of minerals added in it.
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11. Are you satisfied with Bisleri’s awareness programme, sales campaign, and
advertisements?
Awareness Frequency Percentage
Yes 30 30
No 50 50
Don’t know 20 20
Total 100 100
Analysis: The retailers at metro stations were not satisfied with the services
of the Bisleri that was approx 50%.
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12.If you have any problem with the service then what would you do?
problem with the service Frequency Percentage
Resolve it 37 37
Change the brand 36 36
Give a chance 27 27
Total 100 100
Analysis: The major of the retailers try to change the brand and followed by
36% of which try to resolve the problem and then giving another chance.
ATNCC, Shimoga 61
13. How often Bisleri Distributer visits your shop?
HOW OFTEN HE VISITS? Frequency Percentage
Almost Every Day 26 25.64
Twice or Thrice a Week 23 23.08
Once a Week 24 23.93
Never 8 7.69
I Don't Buy Bisleri 20 19.67
Total 100 100
In this question difference between respondents to “Never” and “I don’t
buy Bisleri” is that Never respondents prefer to buy Bisleri but nobody
visits them and later don’t buy Bisler at all.
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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.
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.
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14. What is your monthly consumption of Bisleri?(no. of cartons)
YOUR MONTHLY
CONSUMPTION OF BISLERI?
Frequency Percentage
0-25 65 65.06
25-50 17 16.87
50-100 6 6.02
100-150 10 9.63
150 & above 2 2.41
Total 100 100
ATNCC, Shimoga 64
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 doesn’t have any above 100 cartons customers.
ATNCC, Shimoga 65
Chapter 6
FINDINGS AND SUGGESTIONS AND
CONCLUSION
ATNCC, Shimoga 66
FINDINGS
All these findings are based on my continues interaction with retailers and
anlysis of data collected by me.
Restailers in Shimoga believe that water is just water and it does not
make difference fom whom they buy it from.
Retailers in Shimoga 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 cola’s, 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 Shimoga are very reluctant to change.
ATNCC, Shimoga 67
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 Shimoga 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 Shimoga are in habit of not asking for bills and suppliers too
dont provide bills on regular bases on there own.
Suggestions
Tries to give retailers good margin so they feel it more profitable to sell
our product more than the competitors.
Tries to provide small refrigerator to the big retailers as you competitors
done so that they can provide chilled water to the consumers because
your competitors do not allow the to keep you product in there
refrigerator and because of these reasons some time retailers hesitate to
keep your product.
The company should take care of the demands of distributor such as
providing extra cartons (as some cartons are destroyed during loading
and unloading activities), promotional materials etc.
The company should increase its tie-ups with major fast food retail
outlets and leading chain of restaurants and Hotel in order to boost sales
ATNCC, Shimoga 68
Advertisement to build the brand image that will provide the required
ground to establish the authenticity to the product.
Awareness programs at health club, schools & Nursing homes.
To win over the consumer belief and faith over the genuity of the
product.
Display of hot and cold dispensers and bottles at places like hotels, clubs
and airports where upper class group visits, as they are the potential
customers. Place like departmental stores, petrol pumps and super
bazaars can also be considered.
The company should organize camps at various part of the city also road
show to bring about the difference between mineral water and
filter/purified water and to tell the people how mineral water is more
hygienic than filtered water/purified water.
To aware people the cost benefit analysis to the customer of how the
mineral water would not less and benefit more, because people using
purifier system cost too much.
First of all Shimoga is not a small city, company just have 3 sales man,
Bisleri needs to make atleast a team of 5 salesman to cover whole
Shimoga 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.
ATNCC, Shimoga 69
Conclusion
The players who will endure will be those who have a strong regional
presence. Take the case of Team, which enjoys immense popularity in Tamil
Nadu. Similar brands with a regional presence are Siruvani, and Koday.
Thus, new players will be looking for a distinct positioning. One such brand
is Bisleri, the largest selling bottled water brand in the US. After its
successful test launch in Mumbai and Bangalore, Bisleri was released in
Chennai, Ahmedabad, Vadodara, and Pune. Parle Agro has invested over
Rs.5 crore in the new Bisleri water project in Maharashtra.
Moreover, Bisleri will be served absolutely chilled.” That makes sense too,
since surveys have indicated that an overwhelming majority of the bottled
water that is consumed in India is by people who are traveling.
With the big players, who have the support of the financial muscle and a
large consumer base in other categories with them, like Pepsi, Kingfisher,
Nestle and Coke — the battle is the tougher arena of brand building. All the
multinationals are looking at high-octane advertising targeting specific
consumer segments. Sensing troubled waters ahead, Bisleri is busy working
on a strategy to soak up the competition and protect his water kingdom.
ATNCC, Shimoga 70
ANNEXURE
QUESTIONNAIRE
Dear Sir / Madam,
As a student of BBM, ATNCC, Shimoga, I am doing a project on
“MARKETING OF BISLERI WATER” a case study of Swastik Agency
Shimoga. I will 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.
1. Do you prefer packaged drinking water? YES [ ] NO [ ]
2. Are you aware of the following brands in packaged drinking water? BISLERI [ ] KINLEY [ ] AQUAFINA [ ] OTHERS [ ]
3. Which brand of packaged drinking water does customer often ask ? BISLERI [ ] KINLEY [ ]
ATNCC, Shimoga 71
AQUAFINA [ ] OTHERS or LOCAL [ ]
4. Do you think packaged drinking water has a seasonality effect? YES [ ] NO [ ]
5. Please scale your satisfaction level for the brand you’re using on the basis of the following:
Price:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers6. Quality:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers
7. Service:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers
8. Packaging:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers
ATNCC, Shimoga 72
9. What factors can change the brand preference of the customer?Q-QualityP-PriceS-ServicePK-Packaging
Q&P Q&S P S Packaging
10.As a retailer what matters you most?
Profit Margin [ ]
Quality of Water [ ]
Service of Company [ ]
Packaging [ ]
11.On which brand do you get more margins?
Bisleri [ ]
Aquafina [ ]
Kinley [ ]
Others [ ]
ATNCC, Shimoga 73
12. Do you feel there is growth in the mineral water market in the last 5
years?
Yes [ ]
No [ ]
13.If answer to above question is yes, then what do you think is the reason
for this growth?
Increase in Health consciousness of people
Increase in Advertisements
Scarcity of drinking water
Others
14. What is the future prospect of this market?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]
15. How do you rate Bisleri as compared to other brands?
Very Good
Good
Standard
Bad
16.Are you satisfied with Bisleri’s awareness programme, sales campaign,
and advertisements?
YES
NO
DON’T KNOW
74
17.If you have any problem with the service then what would you do?
RESOLVE IT
CHANGE THE BRAND
GIVE A CHANCE
18.Any suggestion to improve the marketing of Bisleri product
___________________________________________
Date: Signature
75
BIBLIOGRAPHY
BOOKS & JOURNALS–
Kotler Philip, “Marketing Management” New Delhi, Prentice Hall of
India
Britannica Encyclopedia
Mr. Hari Sundar, “Indian Packaged drinking water industry”,
Advertising Express page no-55
Francis Buttle, “Customer Relationship Management”