Eureka Forbes Summer Report

A

PROJECT REPORT

ON

NEW PRODUCT DEVELOPMENT BY

EUREKA FORBES PVT LTD

SUBMITTED

By

MR.PRASAD R. CHAVAN

ROLL NO - 1331

Under the Guidance of

Prof. HEMAL JOSHI

ORIENTAL INSTITUTE OF MANGEMENT2012-2013 A Project Report on A Study on Working of Engineering Consultancy at Oriental Engineering Consultancy

Submitted to

Oriental Institute of Management, Vashi Navi Mumbai

In partial fulfilment of the requirements for the award of the degree of

MASTER OF MANAGEMENT STUDIES

Project work carried out at

EUREKA FORBES

Under the guidance of

Internal Guide

External GuideProfessor Mr. HEMAL JOSHI Mr. ASHITOSH KOSLA

BY

PRASAND R CHAVAN

(1331)

Oriental Institute of Management,

Vashi, Navi Mumbai

2013-2014 Batch

ORIENTAL INSTITUTE OF MANGEMENTPlot no. 149, sector 12, Vashi, Navi mumbai. - 400703

Ref No.: OIM /13 - 14

Date:-________

TO WHOM SO EVER IT MAY CONCERN

This is to certify that MR. PRASAD R. CHAVAN is a bonafide student of our institute. He has successfully carried out this summer project.

"Aqua sure from Aqua guard Project Title is New Product Development"EUREKA FORBES LTD.This is the original study and important sources of data used by him have been acknowledged in his report. The report is submitted in partial fulfillment of the requirement of two years full time course of MASTER OF MANAGEMENT STUDIES of UNIVERSTY OF MUMBAI.

PROF. Hemal Joshi Dr. P K Bandgar(Project Guide)

(Director)

__________________________________________________________________________________

Plot no. 149, sector 12,Vashi, Navi mumbai. - 400703

PREFACE

It is obvious that to remain competitive the corporate marketing strategymust aim to create and retain a new product into market. This is possible only whenthe firm adds value to the new product for perceiving there customer.

Thecustomer should perceive this value to be distinctively more than the firmrivals. When this happens, the firm gets a premium on its product on emergesas a market leader.

This project is prepared for partial fulfillment of themarketingmanagementinMaster in Management studycourse of Oriental Institute Of Management where it owns my good fortune to be a student of 2012to 2014.I am trying to the study theNew product development of Aqua sure in 20 liter jar ofEureka Forbesin the project. I hope my study willhelp Eureka Forbes.PRASAD R. CHAVANACKNOWLEDGEMENT

I would like to express my profound gratitude and sincere thanks to our Director PROF. BANGER and project guide PROF. HEMAL JOSHI for his incessant support during the compilation of my Project document.

I hereby, deeply express my gratitude to MR. DINESH DOPHATE (Regional Development Manager Of EurekaForbes) and MR. AASHUTOSH KOSLA DIRECTOR for giving me an opportunity to study their organization. I would also like to thank employees of EUREKA FORBES PVT. LTD.Place: Mumbai PRASAD R. CHAVAN

Date:

(Signature)

COLLEGE CERTIFICATE

This is to certify that PRASAD R CHAVAN, is a bonafide student of Master of Management Studies course of the Institute (2013-2014), affiliated to University of Mumbai. Project report on NEW PRODUCT DEVELOPMENT BY EUREKA FORBES PVT. LTD is prepared by his/her under the guidance of Prof. HEMAL JOSHI in partial fulfilment of the requirements for the award of the degree of Master of Management Studies of University of Mumbai.Internal Guide

Director

(Prof. HEMAL JOSHI)

(Dr. P K Bandgar)DECLARATIONI hereby declare that the following project document titled, NEW PRODUCT DEVELOPMENT EUREKA FORBES PVT. LTD. is an authentic work done by me as a part of my final project.

To the best of my knowledge and belief, it is an original piece of work and is sheer outcome of my own efforts under the vigilant guidance of my guides and the report has neither in full or in part has been submitted to any other institution for the award of any other course.

I undertook the project as a part of my course curriculum of MMS program at

ORIENTAL INSTITUTE OF MANAGEMENT- NAVI MUMBAI.

Place: Mumbai PRASAD R. CHAVAN

Date:

(Signature)

TABLE OF CONTENTS

TOPIC CHAPTERS

TOPIC DISCUSSEDPAGE NO.

I. INTRODUCTION TO THE TOPIC8

II. RESEARCH AND DEVELOPMENT13

III. PROCESS IN DEVELOPMENT20

IV. DATA ANALYSIS AND INTERPRETATION62

V. FINDINGS, SUGGESTIONS AND LIMITATION67

VI. CONCLUSION69

VII. BIBLIOGRAPHY71

Introduction to Eureka Forbes Limited

HISTORY BEHIND EUREKA FORBES

Eureka Forbes Limited (EFL) is the leader in domestic and industrial water purification multi-product, multi-channel corporation-part of the Shapoorji Pallonji Group. About 7,000 employees are working in the company. EFL is the Leader in domestic and industrial Water Purification Systems, Vacuum Cleaners, and Air Purifiers & Security Solutions.EFL is a pioneer is direct selling. Asia's largest direct selling organization. About 6,000 strong Direct Sales Force touches 1.50 million Indian homes, adding 1,500 customers daily. Customer family now numbers over 6 million enduring relationships as friends for life. The Operations of this company is going on 125 cities &400 towns across India.

EFL also expanded channels that reach out to customers to include. This company has Over 5,000 strong Dealer Sales Network in India .and also have 58 distributors for strong Institutional Sales Network. This company has Security Systems Division that is one ofIndia's largest system integrators. EFL have a strong service network that backs up sales efforts. About4500 company trained technicianswho make20,000 kitchen visits daily. That is supported by Call Centers, Customer Care Representatives & Mobile Service Vans.

EXECUTIVE SUMMARY

Water purification appliances-maker Eureka Forbes is making a foray into the packaged water segment and will roll out the bottled water product on a pan-India basis by next year, a top company official saidWe are foraying into the extremely competitive packaged drinking water market through the 'franchise' route. In our business model, each franchisee will invest Rs 1.5-2 crore in a state-of-the-art purification and bottling set-up," Eureka Forbes CEO - Direct Sales and Senior Vice President Marketing, Marzin Shroff, told PTI.

The company will sell the product under the brand name 'AquaSure', in 20-litre and one-litre bottles, but has not divulged the prices.

Eureka Forbes, which started the direct selling concept in India, has a 52% market share in the 1,500 crore water purifier segment, with its Aquaguard and AquaSure brands.

When asked why it is entering the highly competitive market, where there are many players including multinationals, Shroff said, "Our core expertise of direct selling is our differentiator. We believe, this shall help us establish in the 20 litres 'bubble' segment that currently is dominated by local players. The existing customer base of over 10 million users of Aquaguard and AquaSure are a captive audience for bottled water launch."

At present, the bottled water segment is estimated to be worth Rs 3,000 crore, growing at an annual rate of 25%, and is dominated by Parle group's Bisleri, Manickchand group's Oxyrich, Tata Group's Himalayan, UB Group's Kingfisher, Pepsico's Aquafina and Coca-Cola's Kinley.

Eureka Forbes has already set up franchised operations for packaged drinking water in Andhra Pradesh and plans to enter Andhra Pradesh, Maharashtra, Tamil Nadu and Gujarat in a phased manner in the next four to six months.

"Our focus will be South India, Maharashtra and Gujarat... Markets that constitute almost 65-70% of the bottled water market, to begin with," he said.

The company is eyeing 14% growth in revenue in the current fiscal from Rs 1,450 crore last year on the back of its planned expansion in the air purification segment.

"The air purifier market is a nascent market. It is a category of the future and we intend to build in a big way. It is a category with tremendous potential. Right now, its contribution to the company's revenue may look minuscule, but we hope to treble the turnover every year. This is the future category for us so we will not keep any stone unturned to make it big," Shroff said.

"Last year, we did a turnover of Rs 3 crore and this year, we should be between Rs 10 crore for the segment," he said, adding that the company expected the segment to register a five-fold turnover going forward.

The air purifier market is estimated to be around worth Rs 4 crore and the firm currently enjoys a market share of 70-80% and plans to sell 15,000 units, compared to 5,000 units sold last year.

Shroff further said the company is trying to expand its global footprint to 14 new countries and will be helped by Swiss firm Lux International AG, in which it acquired a 25% minority stake last year.

Mission & Vision

VISION

The happier, healthier and safer house and work place.MISSION

Building a long-term Relationship with customers and ensure zero defection, endeavor to meet customer expectations, constantly upgrading the service delivery to bring high satisfaction level among customers . . . Leading to Customer Delight

Objective & Scope of the Study

Project is about Launching of 20 litre jar in the market. Eureka Forbes who is a co-owner of Aquasure from Aquaguard 20 litre jar dreams was to entire into Indian market around all small and big city, town etc directly into your home, retail and corporate office. I worked for the, project which was launch first time in Indian market. It is well known fact that 8 out of 10 diseases are water-borne. Drinking even one drop of impure water can cause dangerous and even fatal diseases. The eureka forbes trademark owner company Aquasure from Aquaguard which was great to compet with other players in the market Bisleri, Aquafina, hello, O2 rise, white lily, kidney etc.

Induction about the product is important to achieve the objective of any company. Eureka Forbes from Aquasure has provided that thing at the first day of the summer internship which given me the central idea about the product. This is far more important to sale the product. Objective of me was to do maximum activation and sales. The target was to visit 40 outlets per day. Out of which 20 retailer and 20 corporate. MY target was 1 activation and 1 sale to close for the day. During the process of working with Eureka Forbes the knowledge and confidence dealing with the people whether it is higher level, lower level or middle level income group has been increase. Objective of the product was to reach at every corner of the state, city & town and also to achieve maximum sale. Objective of Eureka Forbes is specific, achievable, and measureable and Time bound in nature.Objective of me was to do maximum 40 outlets both retailer as well as corporate per day and also follow up of at least 10 interesting person and 1 activation each day. I also understand how to analysis the people around us. After 1 month my judgement power has been increased within a second I can judge that this person will take the product or not. Eureka forbs brand was good to make the analysis in the market. In market the people was watching the key area such as quality and brand of the product. Eureka Forbes company which was doing purifier machine was now enter in packaged drinking water was given more attention by the existing user of Aquaguard.

Research and Development:-

Keeping in line with the vision of the company to provide cutting-edge technologies in water purification and treatment, Eureka Forbes has a well-established R&D division that engages itself in the development of game-changing technologies in the field of water treatment. The headquarters of the R&D Center is located at Bangalore.

Infrastructure at Bangalore comprises a prototyping shop, water laboratory, CAD software and simulation - software apart from hardware. The R&D Center at Bangalore has a well-equipped, NABL accredited water laboratory in the country.

The Eureka Forbes Aqua diagnostics Water Research & Technology Center is the first in India and South-East Asia, and only the eighth in the world to be recognized by the Water Quality Association (WQA), USA. Started with an objective to support the water business in terms of water quality testing, product training, resolving customer complaints, new product development support and awareness programmes on water pollution, there are currently 16 laboratories across various major cities of India named Aqua check. Aqua diagnostics is also a resource data link for water quality and water technology; in fact, all issues related to water.

Manufacturing Facilities:-

Forbes Pro manufacturing facilities are truly end-to-end: Fabrication, assembly and testing facilities are available. State-of-the-art equipment ensures that the highest quality of standards is set and maintained. Skilled manpower deployed in factory and field empowers sustained performance and qualified services. While a separate product & application development division enables optimization of membrane and system designs.

Some Forbes Pro manufacturing subsidiaries:

Radiant Energy Systems Pvt. Ltd., which boasts several years of experience in sewage treatment Water Wings Equipment Pvt. Ltd., specialists in integrated water treatment solutionsAquamall Solutions, specialists in water purification products Aqua mall Limited

Aquasure from Aquaguard plant has been located in Maharashtra:-

Nasik

Goa

Panvel

New product development or launchIntroduction

The term product is used frequently in marketing. Consumers purchase different products which are useful and agreeable to them. A product can be defined as bundle of attributes that satisfies a consumer demand.

A product has utility. In addition , it has various features such as physical attributes, brand, design, color, shape, size and so on. Many things have to be considered before development or launch of a new product.A perfect product personality includes following components:

Basic constituent. {Physical aspect of the product.}

The associated feature. {Features, merits, uses etc.}

The brand name given to the product.

The package used for the product.

The label attached to the product.

Meaning of New product launch

New product launch means introducing a new product into the market.

In other words it is adding a new product in the existing product line of the company.

New product launch is an important aspect of product policy and product management. For expansion of business time to time launch of new product is very necessary.

Stages in New Product launch

Generating new product ideas of product with promising marketing

prospects.

Idea Screening.

Concept Testing.

Business Analysis.

Marketing Analysis.

Actual development of a new product

Test marketing

Commercialization.

AQUASURE FROM AQUAGUARDNew Product launchAquasure will be launched in India. Under the brand name of Aquaguard (Eureka Forbes limited). The main aim would be to make it India's largest selling mineral water, offering the five most important health benefits: strengthens of brand, prevents unclean water, softens the minerals water, shine for the brand etc.

We have to decide a product launch for Aquasure so following measures have to be taken.

1. New ideas and latest concept:

The five most important hair health benefits: strengthens of brand, prevents unclean water, softens the minerals water, shine for the brand etc.

The packaging of the product should be in such a way that it should be very eye catching and attractive.

Plus here indicates that it contains scientific variant.

2. Testing of the product:

After all new ideas and concept the product should be prepared by RND department and it should be tested. It should be carried out in various tests whether the AQUASURE packages drinking water is really effective or no. It should have all the features mentioned. It does not have any side effects. The most important is it should have a long Shelf life.

3. Business Analysis:

The total expenditure should be calculated. The market structure, the companys market share, companys goodwill and image plays vital role in such a plan of action. (New Product Launch.)

The total budget should be made and proper testing of the product should be made. So being a branded company in this field they have a good image in the market and also a very vast product line in market.

4. Market Analysis

At present, the bottled water segment is estimated to be worth Rs 8,000 crore, growing at 80% organized & 20 % unorganized.

Dominated Market Share sales in (%) Parle group's Bisleri 36%

Manickchand group's Oxyrich 16%

Parle Agros Bailey 8%

Pepsico's Aquafina 15%

Coca-Cola's Kinley. 25%

Strategies to be used by AQUASURE FROM AQUAGUARD against competitors. (Beginning stage)

1. Low pricing strategy (Penetration Strategy)With low prices AQUASURE FROM AQUAGUARD believes that it can neutralize significant part of cost of this initiative overtime while fortifying our market position.

The average medium class person can be easily targeted by theproduct as the cost of the product is very low.

2. Pull Strategy

All campaign should be planned. Free trial bottle should be distributed. Target places for such campaigns should be

1. Malls

2. Parlor

3. Bazars

4. Super market.

And every such places where middle class people can be easily targeted.

Strategies to be used by Aqua sure from Aqua guard against competitors. (Commercialization stage)

Position Defence strategy:

Aquasure can use this strategy to defend its position against new entrants. Eureka Forbes long established ties with retailers and ties extensive distribution reach probably acts as a entry barrier for new entrants.

Counter offensive strategy:

Aquasure from Aquaguard can fire a salvo by offering a free bottle for every bottle of its Aquasure.

As a market leader, Eureka Forbes believes that it can lead market growth by driving consumption and frequency of usage. Bottle packs play a significant role in this. And this was one of the great moves in directing the users to bottles.

Low pricing strategy:

Eureka Forbes enjoys a price advantage over its competitors. With low prices Eureka Forbes believes that it can neutralize significant part of cost of this initiative overtime while fortifying our market position

5. Pricing:

ProductPricingPrice (MRP)

Company TO DistributorDistributor To

RetailerDistributor to

Corporate

20 Liter Jar5560 - 7065 - 7585

1 Liter Bottle9110-15

How would I Develop a Product Launch Strategy?Business Strategy:-

Developing a Product Launch Strategy can provide a number of business benefits, including:

Ensuring thorough planning of launch stage.

Formal focus by all business functions on the launch.

Project sponsorship at an executive level.

An evaluation framework and procedure for the early in-market stages.

GETTING STARTED

Before focusing efforts on developing your product launch strategy, you need to ensure the product is market ready. It is very difficult, time consuming and costly to change fundamental elements of the product mix once the product has been launched. It is well worth having a final internal review of the key elements before committing to launch. A number of elements will have to be in place:

Positioning

Positioning should be clearly different from its competitors and represent a motivational benefit to the consumer.

Product -

The product and its positioning will have been market tested in research. Having a great product which delivers a clear market benefit at concept stage is great. However, prior to launch, the product needs to be fully tested internally to ensure the business can deliver it into market. This includes factory trends, shelf-life testing, distribution testing (especially if you have a fragile product).

Pricing

The pricing of a product will dictate its success both externally and internally. Externally, pricing is a key indicator of positioning e.g. Harrods predominantly stocks premium priced products as this supports its high quality positioning. Internally, pricing directly affects profitability.

For example, a premium product will use premium ingredients. Therefore, a premium market price is necessary both for its positioning and in order to sustain an acceptable profit margin after absorbing the ingredient costs.

Target Market

You need to be clear about who you are targeting to buy or consume this product. The better you can define your target market, the more effective your subsequent strategies will be. Definition should include demographics (e.g. age, sex, marital status), lifestyle profile (e.g. high earner), current purchasing habits (e.g. heavy own label buyer, high food service user) and consumption

KEY ELEMENTS

Timing: can have a significant bearing on a successful launch. The strategy should consider all the relevant internal and external timing factors in order to commit to the ideal time to launch. For example:

Seasonality:If launching into a seasonal market then the ideal timing may be when the market is in peak phase as this is when most consumers are buying. On the other hand, if you are targeting heavy users of a particular market then the best time to reach them may be in an off-peak season when they account for most of the buying population.

Internal factors:Like production capacity may dictate certain periods for launch as more favorable than others.

Key accounts:Will also dictate timing as they may only have certain times when products can be listed. On average, a lead time of at least twelve weeks should be allowed for a major minerals water. However, in some sectors, new products may only be listed when a full range review is taking place e.g. two or three times per months.

Macroeconomics:May also impact on timing. For example, if raw ingredients are particularly expensive then a decision may have to be taken to wait until prices settle or, perhaps, seek an alternative source.

Location:Location can significantly affect the success of a launch. There are principally three levels which should be considered within the launch strategy.

Area:This might be a full national launch, a region or even a cluster of towns. The size of launch area will be driven by the launch objectives. The elected area will depend on what market conditions and consumer profile you need to target. For example, if you are targeting retailer and wholesaler you may elect certain city-centre areas. The size of your launch market will directly affect the level of investment required and potential sales that can be targeted. It is, therefore, a crucial part of the launch strategy.

Distribution:

If your product is not there, your customer cannot buy it. Distribution will be driven by your product positioning and target market. In developing the launch strategy, key distribution channels should be identified. A launch plan should be developed specifically for each account based on factors such as their trading policy, promotional plans, customer profile and competitive set. This plan should then be presented to each account within their necessary time frames. This presentation is the first stage of securing distribution. Assuming a positive response, further negotiation may take place alongside product sampling. Technical requirements for launch will also need to be supplied e.g. New Product Listing forms which will provide key technical information like barcode, case code, sizes, pallet configuration.

Merchandising:If selling into retail, the next thing to consider is getting the best position on shelf. Shelf position has a proven impact on sales. It can significantly affect product standout at point of purchase and, consequently, the number of potential shoppers.

MANAGING A SUCCESSFUL LAUNCHThere are a lot of elements to manage simultaneously to achieve a successful launch. Moreover, it involves pulling together all the internal functions of the business as well as many external agencies. The task should not be underestimated. At the outset, a project launch team should be established. This should have a team leader who will have the relevant experience and authority within the business to develop the strategy and make it happen. Crucially, the team should also have a team sponsor. This person should be of an executive level and their role is to ensure the business is fully supportive of the launch, the Board is aware of all key elements and that senior expectations are both met and managed throughout the process.

The launch team should include representatives from all the key internal functions. This will include marketing, sales, production, finance, technical, logistics and distribution.

At the outset, a critical path should be developed which includes all the critical operational tasks, dates and responsibilities. Each function will be responsible for delivering the elements of the critical path with the team leader managing the overall process. Regular status meetings and key task reporting will help ensure every department is working in tandem and the launch is progressing to time.

BEYOND LAUNCH

Launching the product into the marketplace is not the end; it is the beginning of the next stage. It is critical to plan the management of that next stage prior to launch. The launch strategy should include Key Performance Indicators (KPIs) which will be monitored to evaluate the products performance. This may include sales, market share, awareness and level of market understanding.

Regular reviews will help inform future decisions e.g. if awareness is low, should the advertising or media plan be reviewed? Internal reviews should be regular to ensure the product is performing at all key levels. Particular attention should be paid to any problems as they arise e.g. production speed or product stability. In addition, reviews of performance versus forecast for sales and profitability will be uppermost in the business attention throughout the early in-market period.

SWOT ANALYSIS

STRENGTHS

Better packaging

Effective distribution network

Famous as pure & safe among consumer

Good product mix

Frequent quality checking

Better management

Give regular follow up to distributor

Indian image

Better sales force

Sponsoring various cultural program

WEAKNESS

One liter packs which accounted for 50% of the companys turnover has come down to 30 %. The growth has come from the 500 ml and the five-liter category, which account for 15 per cent and 36 per cent of turnover respectively..

In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass marketing 20-litre Aquasure bottles for an MRP of Rs.80. If the logistics, manufacturing and distribution do fall in place, it could change the face of the purified water market for keeps.

OPPORTUNITIES

So far, Aquasure has not used the franchising route very aggressively unlike Parle Agros Bailley which has grown very fast using this route. He has around Three franchisees in Mumbai, Nasik, GOA We shunned this route so far because in most areas where we had no presence, it was imperative that we did it ourselves. Now for further expansion we can afford to use the franchisee route.

THREATS

Many substitutes available.

Too many players will dilute the market & the profit margin.Strategy to counter threats and others?

We subject the bottles to chlorine washes, hot water washes and ozone washes before we refill the bottles.

The company is betting on the home segment. The reason being that filters and water purifiers also need to be cleaned periodically and still do not guarantee absolutely clean water. In order to service this segment, the five liter packs are being pushed through the route of fat dealers (wholesale dealers) who are retailers as well as stockiest and serve as supply points from where customers can pick up the required quota. In future, consumers will be able to call the fat dealer and place orders for home delivery of the five-liter pack. The company has so far appointed 180 such dealers. This is a high turnover, low-margin retailer who does not keep a store but serves a similar purpose with other items such as rice or wheat.

MARKETING STRATEGY

It is complete and an unbeatable plan designed specifically for attaining the marketing objective of a firm. The marketing objective indicate what the firm want to achieve. The marketing strategy provides the design for achieving them the linkage between marketing strategies and over all corporate success is indeed direct and vital. Realizing the marketing objectives is the purpose of two generic categories .1. Price based2. Differentiation based

PRICE BASED MARKETING STRATEGY

A business that opts for the price route in its competitive battle will enjoy certain flexibilities in matter of its product and use prices as main competitive level . it will price its product to suit the varying competitive demands . it will be enjoying certain inherent cost advantages , which permits it to resort a price based fight . the major forms where such cost advantage can occurs are economies of sale , absolute cost advantages ,. Benefits of early entry a large market share build over a time . it provides freedom in the matter of pricing but after producing a particular product and getting stuck in the face of the competition , one can not successfully opt for a price led strategy .

THE DIFFERENTIATION BASED STRATEGY

Marketing strategy based on differentiation works on the principle that any aspect of the offer and any activity of the firm can be made distinctive compared with the competiting offers. Right from technology, plant location to post sale and service a company can perceptibly differentiate and many buyer values. Companies usually choose those functions , Which give them the greatest relative advantage.Different firms adopts different strategy stances as their situational design differ-Broadly strategy stances can be classified under three heads-

Offensive Strategy-

Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that is not presently the leader usually employs it, but it aspires to leadership position in the Industry. Defensive Strategy-The leader who has the compulsion to defend his position against the confrontation of powerful existing competitors or to dislodge the leader from his topmost position usually employs it.Niche Strategy-

A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a small market segment for itself with unique products / services supported by a unique marketing.

FORMULATING THE MARKETING STRATEGY-Formulating the marketing strategy consists of two main steps-

1- Selecting the target market-

It does not fully bring out the import of the inseparable linkage between the two. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined, defined and expressed.

2-Assembling the marketing mix-

Assembling the marketing mix means assembling the four Ps of marketing in the right combination.The firm has to find out how it can generate the best sales and profit. It plans different marketing mixes with varying levels of expenditure on each element and tries to figure out the effectiveness of each combination in terms of the possible sales and profit.

ADVERTISING CAMPAIGN:

While designing the advertisement campaign, it is necessary to keep in mind the opinion leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary to design the campaign keeping the youth in mind. The opinion leaders would further trickle down the message to the less active members of the society. This is exactly what Bisleri is doing. Bisleri has started an advertisement campaign stressing the point of purity and flaunting the patent right the company has over the breakaway seal. The company has tried to put the message across louder.

AQUAFINA ADVERTISEMENTS AND BISLERI

A drop-dead gorgeous body flexes its muscles on the screen. This starkly arresting black and white image is then splashed with water. A voice-over informs you that 70 per cent of your body is water. Why not give it the purest. Aquafina Bottled water from Pepsi.

This kind of advertisement campaign used by the competitors is giving the company a tough time. The competitor, Pepsi, is utilizing the brand image built by it and is again targeting the Generation X maintaining the company image. Its an unusual ad for this category. Till now, most marketers have focused on educating the consumer on how bottled water is a safer option, with the lead of course, taken by the popular national brand Bisleri.

But Pepsi chose to junk this approach and it could well afford to. Bisleri, after all, had already done most of the hard work needed to build the bottled water category. What Pepsi needed was to establish its brand in this crowded, fragmented market. Our task was made easier because was made easier because Bisleri had concentrated on educating the consumer, instead of building its own brand values," says Rohit Ohri, vice president and client services director, Hindustan Thompson Associates Limited (HTA). We wanted the imagery to position Aquafina as a youthful, premium and fun brand," says Vibha Rishi, executive director, Pepsi. The idea, she says, was not to objectify bodies so that one could drool over them. "Instead, we are talking about your body and the need for each one to take care of his or her body." The ad copy, which spoke of the water content in our bodies, was actually trying to establish how important water was to our well- being and how we need to continuously replenish it.

While the thinking was clear that the imagery had to be built in and around purity, HTA did toy with a couple of other ideas and situations. Initially, the idea was to focus more strongly on the fun aspect and create a story line complete with a smart idea and a twist at the end. "But we gave it up because we felt that the story might take the mind away from the purity aspect that was a must to highlight," says Ohri.

Aquafina, in fact, is the largest-selling bottled water brand in the US with a 12 per cent market share, and India is the first country outside of the US where Aquafina is being bottled. Even in the US, the ad talks of the percentage of water in our bodies, but the handling is a little more serious. For example, the film will show an emotional moment where someone starts crying, and then you will hear the voice-over, 85 Per cent of xour eye are wa4ep. "There is no internal law that forces us to follow the international positioning. But seeing the quality of thinking that has gone into this, we decided to stay with this positioning, though the statements here are quite different," explains Rishi.

Aquafina, like all offerings that come from the Pepsi stable, also imbibes the core values of the mother brand. It addresses the Pepsi-user base, largely the youth, and like Pepsi, it is also being positioned as a hip brand. But Aquafina is a lot that Pepsi is not. It is a little bit older, mature and affluent, and not as mass based as Pepsi.

Pepsi's role in the communication is that it is the source of credibility for the product and, of course, establishes the youthfulness of the brand. But Aquafina is a brand in its own right and with each piece of communication, its personality will emerge," feels Ohri. But while Aquafina is being given a distinct identity, it is also being targeted at the Pepsi consumer and is addressing their need for safe and reliable drinking water. Will this not cannibalize Pepsi sales? "Water does eat into the cola market," agrees Rishi, "but we can't build a business for Pepsi based on people's lack of access to safe drinking water.

How can any business be built on deprivation?" Both will have to co-exist and carve a market out for themselves, and while Pepsi targets the 18-25 year olds, Aquafina also includes the 30-somethings together with the college crowd. Like Pepsi, Aquafina too is looking to command a premium without being unaffordable.

It is being positioned as a premium product, not via pricing, but in imagery and packaging. Priced at Rs. 10 in Delhi for a 750ml. bottle, it is priced marginally higher than the competition that gives you one liter for Rs. 10. The swirl shaped PET bottle resembles the Pepsi family and is sturdier and more hip than most others in the category that take their design cues, it seems, from the one liter refined oil bottles in the market. The decision to break the norm and come up with a 750 ml pack size was more driven by the fact that water is fundamentally consumed on the go and the 750 ml size is easy to carry around. "It is ideal for a half-an-hour in the sun, one liter gets too bulky," says Rishi. Pepsi's future plans at the moment don't include commg up with size variants. They have also ruled out the possibility of catering to the bulk market, which actually constitutes 30 per cent of the total bottled water market that stands at 70 million liters annually, and is growing anywhere between 30 and 50 per cent.

Pepsi, obviously, is looking for a big slice of this burgeoning market, but as Subroto Chattopadhyay, executive vice president, marketing, Pepsi, says, "We have a building blocks approach, first we have to build the brand, and then the volumes.

Bisleri is tackling the situation by building the brand on the purity plank. Akin to brand building in soft drinks, an aggressive print-and-TV campaign is being backed by hoarding, point-of-sale material, and every interface with the consumer is being used as an opportunity to reinforce the message. For instance, all the vehicles used for supply have been painted in bright blue, bear the Bisleri logo and sport catchy baselines like. "Play Safe".

Bisleri with added Minerals:

Bisleri Mineral Water 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 you fit and energetic at all times.

Bisleri Mountain Water:

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.

PACKAGING AND DISTRIBUTION

PACKAGING

Variety is spices of life. Today for any business organization to be successful it has to provide its customer with the differentiated product that is a value buy for them. In order to cater to yhe changing needs of the customer the business has to continuously come out with the variants of the products so that it can target the maximum segments.

Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 lit, 20 lit. The 5 liters bottles account for 35 % of sales showing a growing health concern among the Indian society. 1 liter bottles account for 30% of the share .

The 2 liters bottle introduced to slowly and steadily replace the conventional 1 liter bottle. The 5 liters packs, launched in Dec 1999 in Goa, now available everywhere.

DISTRIBUTION

Its obvious that availability holds the key to the market .For any product to be successful the distribution system has to be really good. Large tracts of the country have not been explored by the national brands, which explains the proliferation of smaller brands.

Aquasure strategy is to build a direct distribution system at an all India level that means serious investment in company owned trucks and carts, this would make it the largest fleet owner in the country.

The company will invest approximately Rs.200 cr. to procure 2000 trucks and hire same no. of sales people . the company plans to have its own distribution network in places where it has its own plant

DISTRIBUTION NETWORK:

The small-scale players built their sales by piggybacking on the generic category built up by Aquasure Its a battle that Aquasure can win by sheer distribution muscle. One of the reasons why Aquasure is running strong in this industry is its very good distribution network built over the years since its inception. Further, Aquasure plans to increase its distribution network over the southern and eastern region, where it is behind popular brands like sTeam in Tamil Nadu and in Andhra Pradesh.

Distribution appointment - Criteria

Own Investment Rs 200000

Non Refundable Deposit Per Salesman -Rs 1500/- (Uniform and Branding)

Ware House - 300 sq ft

Ware house location Centralized

Vehicles 2 no

Sales Man 2 no

Loaders 4 no

VAT No

FSSAI License

Computer (dual core) with Internet 1 no

Distribution Operations

Approximate Volume Retail Water 2000 cases , Bulk Water 4000 cases

No of Outlets Retail 500 , Bulk Customers - 200

Vehicles Mahindra PickUp or Tata Ace Area to be Covered As mutually agreed

Route list with defined service frequency

BAMs software installation

20 litre bubble customer details & testimony

Monthly ROI details

New Outlet Details

During season Sunday operations

\

MARKETING MIX

MARKETING MIX

The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm blends to produce the response it wants, in the target markets.

The 4Ps

PRODUCT

The main product of the company is the mineral water by the name of Aquasure from Aquaguard Mineral water. Aquaguard has become a perfect synonym of the mineral water for the Indian consumers.

The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product, which can be added as the additional benefits of the product. It is just water after all. This is what the Indian customers think of the bottled water. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. For example other than its core usage the product can provide for Internet facilities using conversion.

PLACE

Place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country.

PRICES FOR FOLLOWING PACKAGING VARIANTS

(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)

Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs.

In India, where the majority of the population comprise of the middle-income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decisions.

Aqua sure from Aquaguard has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of litres, making both Aqua sure convenient and affordable. The company is following a very aggressive pricing. Its product is available at a very reasonable price.

1 Ltrs Rs. 18/-

20Ltrs Rs. 85/-PROMOTION

Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers, companies must also communicate with their customers, and what they communicate should not be left to chance.

A Companys total marketing communications program- called its Promotion Mix consists of specific blend of advertising, personal selling, sales promotion, and public relations tools that the company uses to pursue its advertising and marketing objectives.

Hot And Cold Dispensers

Machine agreement free Equipment Agreement

( To be made on stamp paper of Rs. 100/-)

This Equipment Lease Agreement (the Agreement) is made and entered on ......, by and between M/S Petals Aqua and Agro Foods, Plot no. N-2/1, Additional Patalganga Industrial Area , Village Kasap , Taluka Panvel , Dist. Raigad-410207 (Lessor) and

_______________________________________ (Lessee) (collectively referred to as

the Parties).

The Parties agree as follows:

1. EQUIPMENT: Lessor hereby leases to Lessee the following equipment:

a. Hot & cold machine dispenser

b. Make : Blue Star

c. Model :

d. Serial no:

(the Equipment).

2. LEASE TERM: The lease will start on __________________________ (begin date) and will end on _________________________ (end date) (Lease Term).

3. LEASE PAYMENTS: Lessee is being given the machine without charging any rent till the time Lessee uses the packaged drinking water supplied by Lessor and in specific AquaSure from Aquaguard . If due to any reason Lessee stops purchasing PDW from Lessor , Lessee has to return the machine to Lessor , the same day.

4. DELIVERY: Lessee shall not be responsible for all expenses and costs: i) at the beginning of the Lease Term, of shipping the Equipment to Lessees premises and ii) at the end of the Lease Term, of shipping the Equipment back to Lessors premises.

5. DEFAULTS: If Lessee fails to perform or fulfill any obligation under thisAgreement, Lessee shall be in default of this Agreement. Subject to any statute,ordinance or law to the contrary, Lessee shall have seven (7) days from the date of notice of default by Lessor to cure the default. In the event Lessee does not cure a default, Lessor may at Lessors option (a) cure such default and the cost of such action may be added to Lessees financial obligations under this Agreement; or (b) declare Lessee in default of the Agreement. In the event of default, Lessor may, as permitted by law, re-take possession of the Equipment. If Lessee is unable to give possession of the equipment on expiry date or default date of agreement , Lessee will be liable to pay charges @Rs. 200/- per day from the date of expiry of agreement of agreement till the date of possession of equipment.

6. POSSESSION AND SURRENDER OF EQUIPMENT: Lessee shall be entitled topossession of the Equipment on the first day of the Lease Term. At the expiration of the Lease Term, Lessee shall surrender the Equipment to Lessor by delivering the Equipment to Lessor or Lessors agent in good condition and working order, ordinary wear and tear excepted, as it was at the commencement of the Agreement.

7. USE OF EQUIPMENT: Lessee shall use the Equipment in a careful and proper manner .8. CONDITION OF EQUIPMENT AND REPAIR: Lessee or Lessees agent has inspected the Equipment and acknowledges that the Equipment is in good and acceptable condition.

9. MAINTENANCE, DAMAGE AND LOSS: Lessee will, at Lessee's sole expense,keep and maintain the Equipment clean and in good working order and repair during the Lease Term. In the event the Equipment is lost or damaged beyond repair, Lessee shall pay to Lessor the replacement cost of the Equipment @ Rs. 8400/-( eight thousand four hundred only ) .Lessee shall be responsible for any loss due to fire, theft, collision, and other such risks as are appropriate and specified by Lessor.

10. ENCUMBRANCES: Lessee shall keep the Equipment free and clear of any liens or other encumbrances, and shall not permit any act where Lessors title or rights may be negatively affected.

11. LESSORS REPRESENTATIONS: Lessor represents and warrants that he/she has the right to lease the Equipment as provided in this Agreement and that Lessee shall be entitled to quietly hold and possess the Equipment, and Lessor will not interfere with that right as long as Lessee buy PDW from Lessor and performs all other obligations under this Agreement.

12. OWNERSHIP: The Equipment is and shall remain the exclusive property of Lessor.

13. ASSIGNMENT: Neither this Agreement nor Lessees rights hereunder are assignable except with Lessors prior, written consent.

14. BINDING EFFECT: The covenants and conditions contained in the Agreement shall apply to and bind the Parties and the heirs, legal representatives, successors and permitted assigns of the Parties.

15. GOVERNING LAW: This Agreement shall be governed by and construed in accordance with the laws of the State of Maharashtra and Union of India.

16. NOTICE: Any notice required or otherwise given pursuant to this Agreement shall be in writing and mailed certified return receipt requested, postage prepaid, or delivered by overnight delivery service to: Lessor:(Petals Aqua and Agro Foods , Plot no. N-2/1, Additional Patalganga Industrial Area , Village Kasap , Taluka Panvel , Dist. Raigad-410207) Lessee: may change such addresses from time to time by providing notice as setforth above.

17. ENTIRE AGREEMENT: This Agreement constitutes the entire agreement between the Parties and supersedes any prior understanding or representation of any kind preceding the date of this Agreement. There are no other promises, conditions, understandings or other agreements, whether oral or written, relating to the subject matter of this Agreement. This Agreement may be modified in writing and must be signed by both Lessor and Lessee.

18. CUMULATIVE RIGHTS: Lessors and Lessees rights under this Agreement are cumulative, and shall not be construed as exclusive of each other unless otherwise required by law.

19. WAIVER: The failure of either party to enforce any provisions of this Agreement shall not be deemed a waiver or limitation of that party's right to subsequently enforce and compel strict compliance with every provision of this Agreement. The acceptance of not charging any rent by Lessor does not waive Lessors right to enforce any provisions of this Agreement.

20. INDEMNIFICATION: Except for damages, claims or losses due to Lessors acts or negligence, Lessee, to the extent permitted by law, will indemnify and hold Lessor and Lessors property, free and harmless from any liability for losses, claims, injury to or death of any person, including Lessee, or for damage to property arising from Lessee using and possessing the Equipment or from the acts or omissions of any person or persons, including Lessee, using or possessing the Equipment with Lessees express or implied consent.

21. Usage: This machine to be used only for packaged drinking water from Aquasure from Aquaguard and no other brand.

22. ADDITIONAL TERMS & CONDITIONS : NoneName:Signature and stamp of Lessee

Address:.......................................................................................................................

.......................................................................................................................................

Telephone Number:.....................................................................................................

E mail id .......................................................................................................................

Name: Mr. Abhik Khosla

Partner , Petals Aqua and Agro Foods

Signature and stamp of Lessor

Address: Petals Aqua and Agro Foods , Plot no. N-2/1, Additional Patalganga Industrial Area , Village Kasap , Taluka Panvel , Dist. Raigad-410207Telephone Number: 09552 781 781.

E mail id: [email protected] Quotation for 20 Lit jars Plot No. N-2/1, Additional Patalganga Industrial Area., Dist. Raigad. Quotation

To Date: 08.05.13

Star Union Dai-ichi insurance co.ltdNavi MumbaiDear Mr. Thorat,In reference to visit of our Mr.Prasad R. Chavan, to your office on 7th May13, following is the our quotation. Greeting from Eureka Forbes!!

Eureka Forbes, leaders in India in water purifications systems for last 30 years , is now into packaged drinking water business through its brand AquaSure from Aquaguard.Eureka Forbes- A Business Super brand

Over 10 million happy customers & growing.

Its a case study at Harvard Business School.

The AquaSure Advantage

AquaSure is the 1st Gold Seal certified packaged drinking water in the world.

Gold Seal is internationally accepted as an ultimate mark of quality.

Aquaguard is a pioneer brand associated with pure & safe drinking water since 30 years.

AquaSure Jar ( 20 Ltrs ) MRP is Rs. 85/- per jar , however it is being offered to you at a special corporate price.

Special price :Rs.70/- per Jar.

Estimated purchase per month : 600 no.s Jars.

Lot size for delivery : TBD

Jars needed for rotation : TBD

Day of delivery : TBD

Please note that you will be required to pay Rs. 150/- per jar as advance deposit against the jars taken by you for rotation. Also we are offering jar dispenser @ Rs.180/- per dispenser. Payment terms : Immediate on submission of bill.

Cheque /draft to be made in favour of our distributor M/S Akhil Enterprises, 09819843976, 022-27832177-27832677 , [email protected] are sure you will find our offer, attractive and give us opportunity to serve your esteemed organization.

We wish you and your employees a safe & healthy life.

We look forward you to join the AquaSure family.

With regards

Biju Sam

Business Head

Petals Aqua & Agro Foods

Sole franchisee of AquaSure

Contact : email id [email protected] , Prasad R. Chavan - 9702703233Note : for keeping record of Jars supplied , a muster card will be maintained which need to be signed by an authorized person of your office as proof of jars received. Based on quantity mentioned on the card , an invoice will be raised.

Acknowledgement Stamp and sign of an authorized person

Date :

Muster Card Copy Shree Ganesh Enterprises

N.L.1/B, shop no. 1, sec-10, Nerul, Navi-Mumbai.

Jar Rotation Card

Jar Account

DateReceivedReturnedBalanceSign.Stamp

Terms & Conditions for Jars

The bill for the Jars will be made as per the details mentioned in this.

If the bill is not paid in 7 days from the date of bill. Supply of Jars will stop

Its must to sign and stamp the card after receipt of Jars

Back side

Jar Account

DateReceivedReturnedBalanceSign.Stamp

Total

Amount

Account of Jar Advance

DateJar ReceivedAmount PaidAmount ReceivedSign of Distributor

Terms & Conditions for Jars Jars are the property of Akhil Enterprises. Amount received is only the security deposit. Only on the receipt of Jar , deposit money will be returned. Damaged Jars will not be taken back. Only normal wear & tear is acceptable.COMPETITION

IN

MARKET

COMPETITION

The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple of years. This is drawing the big guns attention. First Britannia launched Evian. And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning a foray. Meanwhile, Parle Agros Bailey has been growing steadily. Small local players too are breathing down Bisleris neck riding on better trade margins and intensive distribution (in their respective areas of operation).

The competition facing Aqua sure from Aquaguard can be categorized into a few brand names like

Bisleri

Parle Bailey

Pepsi Aquafina

Coca Cola Kinley

With Parles Bisleri being the main competitor and second in market share in the organized market, Aquasure faces tremendous competition from the unorganized sector.

AQUAFINA

The advantage for Aquafina is that though there are over 300 labels of bottled water in the Indian market, few can be called brands. It is necessary to remember that every product with a name is not a brand; even Bisleri has become generic to this category.

It does not have any emotional values attached to it. So there was no difficulty for Pepsi in creating space in such a market, which is completely different from the soft drinks market, where it will be very difficult for any new player to find a slot. So the creative team at HTA virtually had an empty canvas to work on. And it came up with a campaign that did have people talking. First, a series of teasers, followed by a film that showed healthy bodies and youthful people and, of course, lots of water.

Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10, is competitive. And it is safe. In addition to the tamper proof seal, there is a reliable method of checking whether the bottle has been refilled. The date of manufacturing has been written on the cap as well as on the bottle. Thus a person who is refilling it would have to find a matching cap and bottle, the probability of which is very low.

COCA COLA- KINLEY

Coca-Cola joined the race by announcing the imminent launch of its own brand of water and, in the process, putting to rest rumors of its so-called takeover of Bisleri. Kinley is targeting institutions. MCDONALD is the biggest client of kinley

Parle Agros- Bailley

Bailley the brand that is owned by Ramesh Chauhans brother Prakash Chauhan is very popular in the southern part of India. Southern part of India accounts for 20% of the sale of the whole water market industry. Bisleri would have a tough competition from Bailley since the company plans to spread its presence in that part of the country. Another thing that makes the competition difficult for the company is the price at which its competitor is offering the product. Like Aquasure it also gives the 1 lt. For Rs.15. The only strength point of the company, which it can capitalize, is its generic name. And also the company would have to enter that market with a strong distribution base. We know the fact that Bailley has grown at a rapid pace using the route of franchising, which Aquasure has not adopted as yet. This is another point, which the company would have to take care of to face the competition.

BISLERI

Its a compliment being generic to the category, but its not very good when consumers think any mineral water brand is Bisleri.Bisleri, a product established in India by Ramesh Chauhan, Chairman of Parle Aqua Minerals has become a generic brand. Bisleri was the first marketed bottled water in a totally virgin market. The brand has become synonymous with mineral water; consumers accept any brand offered by the retailer when they ask for Bisleri.

So far Ramesh Chauhans Bisleri enjoys the largest market share of 56% in the Rs1100 crores mineral water markets and is growing at the rate of 180% per annum. Annual sales of Bisleri have touched Rs400 crores. In seventies, 'Bisleri' was the only mineral water, which had national presence, and the sale was to the tune of approximately one hundred thousand cases valued at about Rs.60 lacs.

PURE BOTTLED DRINKING-WATER

Is Dangerous

The Safety of Bottled Drinking-water

Because of the large number of possible hazards in drinking-water, the development of standards for drinking-water requires significant resources and expertise, which many countries are unable to afford. Fortunately, guidance is available at the international level.

The World Health Organization (WHO) publishes Guidelines for Drinking-water Quality which many countries use as the basis to establish their own national standards.

International Standards for Bottled Drinkingwater

The intergovernmental body for the development of internationally recognized standards for food is the Codex Alimentarius Commission (CAC). WHO, one of the co-sponsors of the CAC, has advocated the use of the Guidelines for Drinking-water Quality as the basis for derivation of standards for all bottled waters.

CSE Report on pesticide residues in bottled water

The Centre for Science and Environment, a non-governmental organization based in New Delhi, has set up the Pollution Monitoring Laboratory to monitor environmental pollution. Its main aim is to undertake scientific studies to generate public awareness about food, water and air contamination.

Drinking water filled in hermetically sealed containers of various compositions, form, and capacities that is suitable for direct consumption without further treatment

FACTS

Bottled drinking water samples of some top brands Bisleri (Parle Bisleri Pvt. Ltd.), Bailley (Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca Cola Beverage Pvt. Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were being sold and manufactured in Mumbai and nearby areas like Pune and Daman, were purchased randomly. All the samples were purchased from retail outlets in the market and from railway station and were checked for proper seal, date of manufacture and batch number.

Even the top brands, which claim to use treatment methods like purification filtration, activated carbon filtration, demineralization and reverse osmosis were found to contain residues of pesticides. It might be due to the reason that the manufacturers may be by-passing the raw water after partial treatment and remixing it with the fully treated stream so as to cut down the cost of treatment. On the basis of the results different brands can be rated in terms of total organ chlorine and organ phosphorus pesticides from least to most contaminated as-

Aquafina Mac blue

Bailley Kinley

Seagull Sheetal

Bisleri Brilliant

Bally Apurva

So what is the BRAND????

The word "brand" is derived from theOld Norsebrandrmeaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products

The oldest generic Brand, which is in continuous use in India, sinceVedic period, 900010000 years ago is known as 'Chyawanprash'. It is widely used in India and many other countries and is a herbal paste of 45 herbs made for reveredRishinamed Chyawan. This brand was developed atDhosi Hillin North India, on an extinct Volcanic Hill.

The Italians were among the first to use brands, in the form ofwatermarkson paper in the 1200s.

Although connected with the history oftrademarks and including earlier examples which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found atPompeii), brands in the field of mass-marketing originated in the 19th century with the advent of packagedgoods.Industrializationmoved the production of many household items, such assoap, from local communities to centralizedfactories. When shipping their items, the factories would literallybrandtheirlogoorinsigniaon the barrels used, extending the meaning of "brand" to that of trademark.

Bass & Company, theBritishbrewery, claims their red triangle brand was the world's first trademark. Lyles Golden Syrup makes a similar claim, having been named as Britain's oldest brand, with its green and gold packaging having remained almost unchanged since 1885. Another example comes from Antiche Fornaci Giorgi inItaly, whose bricks are stamped or carved with the same proto-logo since 1731, as found inSaint Peter's BasilicainVatican City.

Cattlewere branded long before this. The term "maverick," originally meaning an unbranded calf, comes fromTexasrancherSamuel Augustus Maverickwhose neglected cattle often got loose and was rounded up by his neighbors. The word spread among cowboys and came to be applied to unbranded calves found out wandering alone. Even the signatures on paintings of famous artists like Leonardo da Vinci can be viewed as an early branding tool.

Factories established during theIndustrial Revolutionintroduced mass-produced goods and needed to sell their products to a wider market, to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.Campbell soup,Coca-Cola,Juicy Fruit gum,Aunt Jemima, andQuaker Oatswere among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such asUncle Ben'srice andKelloggs breakfast cereal furnish illustrations of the problem.

Around 1900,James Walter Thompsonpublished a house ad explainingtrademarkadvertising. This was an early commercial explanation of what we now know as branding. Companies soon adoptedslogans,mascots, andjinglesthat began to appear onradioand earlytelevision. By the 1940s,[10]manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.

From there, manufacturers quickly learned to build their brand's identity and personality, such as youthfulness, fun or luxury. This began the practice we now know as "branding" today, where the consumers buy "the brand" instead of the product. This trend continued to the 1980s, and is now quantified in concepts such asbrand valueandbrand equity. Naomi Klein has described this development as "brand equity mania".[11]In 1988, for example,Philip MorrispurchasedKraftfor six times what the company was worth on paper; it was felt that what they really purchased was itsbrand name.

Marlboro Friday: April 2, 1993 - marked by some as the death of the brand. The dayPhilip Morrisdeclared that they were cutting the price ofMarlboro cigarettesby 20% in order to compete with bargaincigarettes. Marlboro cigarettes were noted at the time for their heavyadvertisingcampaigns and well-nuanced brand image. In response to the announcementWall streetstocks nose-dived for a large number of branded companies:Heinz,Coca Cola,Quaker Oats,PepsiCo. Many thought the event signaled the beginning of a trend towards "brand blindness" (Klein 13), questioning the power of "brand value."

So what is the Brand Building???????

A Brand Development Model: How to Define and Measure Brand Equity

Written byCharles Colby, President and Chief Methodologist

A high equity brand gives its owner many advantages. In addition to the obvious benefit of driving market share, a strong brand can command a price premium, augment customer relationships, ensure successful line extensions, help an organization attract talent, and boost stock prices. There are many facets to defining a strong brand, so it is important to examine all of these in the framework of a Brand Development Model. Such a model categorizes the stages of development for a brand, identifies how to measure progress in each stage, and prescribes the marketing priorities for moving a brand to a higher stage of development.

The origins of the Rockbridge Brand Development Model go back to an engagement where we were charged with developing a comprehensive brand equity measurement process for a client interested in potential brand alliances. It was important to properly define what constituted a strong brand because of the large number of alliances under consideration and the fact that the measurements would be used to negotiate with potential partners. We started the process by convening a summit with several marketing directors in the organization and brainstorming on what constituted a desirable brand partner, that is, one with a high degree of equity that would compliment our clients brand name. After compiling a list of brand equity components, we reviewed several public and private brand equity studies to identify best practice metrics that could be applied to each of the areas identified by the stakeholders. Ultimately, we incorporated the best metrics in a multi-brand study that scored all potential brand alliances.

A Brand Development Model is a diagnostic tool that integrates many proven metrics into a framework that guides strategy. Marketers need to consider six stages of development for a brand, each equating to a different marketing priority, starting with creating basic awareness and concluding with building customer loyalty. The following identifies these stages, recommended metrics, and strategy implications for brand management.

Stage 1: A Brand should be Recognizable - half the battle in building trust is for buyers to recognize the brand, or say "Yah, I've heard of them". The standard measure for this stage is aided awareness. A weakness in this stage implies a need to get the name out, and can be addressed through advertising and publicity to boost name recognition. It may be hard to imagine a large company like a Fortune 500 with such an issue, but some of Rockbridge's clients operate in niche markets that are defined by lifecycle, such as higher education services or mortgages, and have low name recognition among first time buyers.

Stage 2: A Brand should be Memorable - once a brand has recognition, the next logical step is to become salient or "top of mind", so that buyers may consider it as part of their evoked set of purchase options. The best measures for this stage include unaided awareness and top-of-mind awareness (mentioned first) within a product or service category, and perceived level of familiarity. The implication for brands with weakness in this stage is to educate the market about the brand, such as the type of products or services the brand offers.

Stage 3: A Brand should be viewed with Favor - in addition to awareness, a brand should be viewed as meeting the needs of potential buyers and be respected by influencers. This includes a basic trust of the brand as well as belief in its value proposition. A classic measure for gauging this stage of development is an excellence rating (e.g., a scale ranging from poor to outstanding), but the inclusion of "best in class" status and brand momentum metrics provides additional context and variation for tracking. Brands lacking in this area are advised to build trust and respect in messaging. The message may be tangentially related to the value proposition, emphasizing features such as community involvement or concern for the environment, or it may directly establish credibility for the brand in its ability to meet needs, such as stressing its track record or reliability.

Stage 4: A Brand should be Distinctive - when prospective buyers are ready to act, they will choose a brand that fulfills a promise they desire, but this credibility is not sufficient alone to drive choice. The brand promise must be distinctive and unique, or the brand identity will be vague and the brand will become commoditized. Consumers perceive brands at a functional and emotional level. The functional has to do with various promises, such as offering value, having high quality, or being relevant to like minded customers. The emotional delves into aspects of brand personality, such as being edgy, playful, masculine or serious, attributes that can be developed from projective qualitative techniques (e.g., if this brand were a person, what kind of car would they drive?). A solid and tested approach to measurement in these areas is to quantify image by rating the brand and its competitors on a series of carefully selected image attributes. A chief goal for marketers is to position their brand through communications that stresses attributes that drive purchase intent and are unique to the brand. Working with perceptual maps that provide a visual "war map" and with quadrant maps that reveal strengths and weaknesses, marketers can craft and test a message strategy. Over time, the progress in execution of the strategy can be assessed by tracking changes in the image dimensions that are core to strategy.

Stage 5: A Brand should be Preferred - deep awareness and a clear and distinct value proposition should translate into preference among prospective buyers. Many solid metrics can be used, but two key ones are preference from a set of choices and a measure of behavioral intent qualified with a time frame or context (if you were to buy one today...). If preference is low even if consumers believe in a unique value proposition, the logical strategy is to encourage trial in order to shift purchase inclinations. Many products and services involve habitual buying patterns - for example, a traveler may like one hotel brand but routinely book a competitor, so a special promotion may disrupt the pattern and change preference.

Stage 6: The Market should be consuming the Brand and be satisfied - it should be obvious that the best communications strategy can not overcome the fact that a product is inferior or service is poor, while an excellent product may build its own momentum through referrals. The short term outcome of low satisfaction is that repeat purchasing will drop and the brand will have detractors. The long term impact of satisfaction is that the reality of the product or service will drive the perception. Thus, brand equity measurement is not complete without questions about consumption, satisfaction, and willingness to recommend. If the brand suffers in this area, don't blame the agency. Work needs to be done to improve product or service quality.

To sum it up, there are many facets to brand equity, including awareness, attitude, image, preference and satisfaction. All of these areas need to be considered in order to craft the appropriate marketing strategy for developing a brand. Some brands may merely need to raise awareness of their name; others may need to work on building confidence, while still others may need to work on differentiating themselves from competition.

A solid system for measuring and diagnosing brand equity includes a wide range of measures, including usage and satisfaction. Experienced researchers know what measures to use and how to weave them into a survey to minimize bias. Working with such information, savvy marketers know how to craft a message strategy and direct resources to develop a brand over time.

Chapter II

Research And MethodologyB. Research methodology

I. Objective

- The purpose of the study:-

Deliverables during internship: -

Following are some works that I performed during my 2 month period of

Internship:-

1) Done with Business Process Mapping for the Navi-mumbai, Mumbai and concern issues were found out.

Business process mappingrefers to activities involved in defining exactly what a business entity does, who is responsible, to what standard a process should be completed and how the success of a business process can be determined. Once this is done, there can be no uncertainty as to the requirements of every internal business process. Abusiness process illustrationis produced. The first step in gaining control over an organization is to know and understand the basic processes

1) Visits to all corporate branches for the purpose of audit of Predictive Homoeopathy in Mumbai and tried to find out concern issues. Various loop holes were found out that may be contributing to negative mouth publicity about the brand correction of which were our priority.

2) Company Profile presentation on Microsoft PowerPoint.

Company profile is the concisedescriptionwhich, among otheritemsofinformation, includes

(1) Firm's history,

(2) Number andqualityof its human,financial, and physicalresources(3)Organizationalandmanagementstructure,

(4) Past,currentand anticipatedperformance,

(5)Itsreputation, and the standing of itsgoodsorservices.

METHODOLOGY

Market Research Defined

Research in common parlance refers to a search for knowledge .One can also define research as a systematic search for pertinent information on a specific topic; research is an art of scientific investigation. The Advanced Learners Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge.

Data Collection

Data collection is a term used to describe a process of preparing and collectingbusinessdata- for example as part of aprocess improvementor similar project.

Data collection usually takes place early on in an improvement project, and is often formalized through a data collection Plan which often contains the following activity.

1. Pre collection activity Agree goals, target data, definitions, methods

2. Collection data collection

3. Present Findings usually involves some form of sorting analysis and/or presentation.

Collected Data

Name of officeArea SecBuildingOffice noContact personprev.

Contact no.brand

ashish Investmentvashi17big splashc-189819996753vensen

1-2 per monthlocal1 in monthDeal done

quality kisok tech.Mahape35

40305700Adminpurifiercheck for Friday

Concerto softwareMahape35

9920721431Dhiraj [email protected]

annv softwareMahape35107

purifiersdlMahape3539180825satish kamble48sunmoonper dayboss nt thr

revmanMahape35022-32918340Anil Rane12sunmoon at 85 rsboss nt thr

dulex koperkhairene022-27787300Pramod SanapIn meeting

Nikhil [email protected] meeting

rishna ProductMahape 362Purifier

Mi-aect Ltd.Mahape 36purifiersmartlink networkMahape 3 6022-27781095Sanjay Tiwariboss nt der

skill MastersMahape 3 6purifier

amal infosisMahape 3 6purifier

MK infosolutionMahape 3 6purifier204Mahape 3 6purifier geecyMahape 36purifier ExcelMahape 3 6022-27784432 shardhathey will call

sodel solution Mahape 3 320627780254 sudershan2only Fridayhe will call me.

xeal DynamicsMahape 2 53rd floor Pramod300 pmalready on contract .

swasthanMahape 3 3 purifier

knowledge comm.Mahape 3 31019323620355 Deepali [email protected] boss nt der

Manara techMahape suhas Kamatsuhas_kamat@trinus .com mail

total oil indiaMahape27788000 receptionappoinment at tusday 11.00 am

panasia biotic center Mahape022-67333000biotic centrpurifier

tower 2 panasiaMahapeMonday for meeting

[email protected] nt der

systematic softwareMahapepurifier

fusion starMahapepurifier

aongigeteMahapepurifier

pure menas techMahapepurifier

media solutionMahapepurifier

metrhm india ltdMahapeNo one in d office

Axisvation tech LtdMahapeboss nt der

grecy belapur11pagaremeeting with nikhil soni

grecy sea woods19hawre mallnikhil sonymeeting on Monday

zemonicsMahape353062241239747murtuja vasaanwala

aquafina

want jar at 65

27783300Amit Shinde

Arch solutions (water purifier)2 4waterpurifier

Video Jet (water purifier)2227782818/19Hr departnmentwater purifier

Zentch (water purifier)27water purifier

Aos (water purifier)25

water purifier

I Gate (water purifier)25Kamal water purifier

25water purifier

ASYM metrix25water purifier

Macleus Solutions2303water purifier

Wruster(water purifier)67919595Suhas porewater purifier

Axis Consultancy311584151923737Vinoy

Ask inefsol (water purifier)311098207284water purifier

GEECY116

310727780733Pushapwater purifier

Viral Technologies (water purifier)water purifier

Wruster36206water purifier

allied digitalmahape32

2266816309thakur

orien chem pvtmahape32

purifier

shri laxmi eletricalmahape326

singh

cmt tech.mahape32

9167392860harishpurifier bt they r thinking to change

congitatemahape355

nilesh

mahape358

ganesh

xengersmahape354

vaibhav lokhande

fujanstoremahape352-Jan

purifier

zen monicsmahape

306

hasan

acecadmahape

madhurapurifier

revmax mahape

kamini

excelmahape36304

shraddha

krishna pvt.mahape362

purifier

sarla techmahape36

prakesh parekhpurifier

distance educationmahape36suyash poklepurifier

geecy inl servicemahape36206

kambleaaquwagaurd

nelitomahape1220567135555anandpurifier

anm soft techmahape12

pande

mahape12214

purifier

idea seven mahape12

67354900sawant

poiasis pvt mahape12

shraddha

logixmahape12127

purifier

tescol pvtmahape121059819604138pallavi [email protected] jackmahape12

in future nt nw

axisvationmahape12

purifier

sdlmahape12201

logic fortmahape12208

purifier

mahape12108

purifier

3di system solnvashi17mahavir2266739602shettypurifier

sbl power systemvashi17mahavir2299004928579rao

hotal mangal murtimahape8652132887bhaskar arokha1 lit

vodafonevashi17mahavir

anilpurifier

archna structrevashi17mahavir27666966dineshpurifier

phadke co.vashi17mahavir9821384199purifier

71vashimahavir7127882012purifier

g.k. builders1761ganesh

polymer productvashi17mahavirpurifier

new homesvashi17mahavirsudhirpurifier

shri swanvvashi17mahavirpurifier

rhino agenciesvashi17mahavirsurekha B purifier

pranayvashi17mahavir27892628nehA purifier

SRL dignosticvashi17mahavirpurifier

rajesh architecturevashi17mahavirpurifier

om buildersvashi17mahavir27892305vidyapurifier

LIC financevashi17mahavirpurifier

genral insurancevashi17mahavir3344017200admin

CAMSvashi17mahavir

maritesvashi17mahavirpurifier

engg. Math groupvashi17mahaviraquesure

thanawala maternity home17mahavirpurifier

sparshvashi17mahavirclosed

goodwillvashi17mahavir2789855/52mrutikapurifier

Rancalvashi17mahavirpurifier

dhariwalvashi17mahavirclosed

dhanraj buildersvashi17mahavir2227662485priya dube

hblvashi17mahavirpurifier

edwisevashi17mahavir27809020akshta raopurifier

iwin learing systemvashi17mahavir27800226akshta purifier

kamdhenuvashi17mahavir9322788044mulepurifier

ramchandress institutevashi1mahavirpurifier

SBIvashi17mahavir9920027905vaibhav talgavkrvaibhav.talgavkar@sbi_life.commahavirvashi17mahavirpurifier

vidyalankarvashi17mahavir41733200hemlatapurifier

strutural water profing solnvashi17mahavir

closed

logiconvashi17mahavir

cynthia desuza

nirman developersvashi17welfair9819000453reshma

rohan associatesvashi17welfair9321858959Rajesh mahale

color digitalvashi17welfair9819848680pushpendra singh

audio teckvashi17welfair8108512472sumit

sonal estatevashi17welfairdont go der

saumaya & chabra17welfair27894341vinod

laxmi associatesvashi17welfair64519638kalpana

CAvashi17welfair9833220047manoj

school of caliographyvashi17welfair27891517shweta

B.S. computersvashi17welfair27660096santoshInterior interex managementVashi17Arenja cornerA-60567800365Ranjini rajkumar

Vighnatra developersVashi17Arenja cornerA-61127898956/57Hitesh sawant

Using Water purifier Vashi17Arenja cornerA-608

Vijay patel architects Vashi17Arenja cornerA-612

Advocate sheshrao sangleVashi17Arenja cornerA-6168898905016Raunak sangle

HDFC securitiesVashi17Arenja cornerA-613

Vashi17Arenja cornerA-615

Master capital servicesVashi17Arenja cornerA-619

atlanticVashi17Arenja cornerA-61727660115

Future and option commodityVashi17Arenja corner

V2 fire protectionVashi17Arenja corner66737900/9819044000Deepak vazirani

Bajaj allianceVashi17Arenja corner625-6299004238889

Using water purifierVashi17Arenja corner623

Sahil associatesVashi17Arenja cornerA-50127890045Ashok jaidhara

Vashi17Arenja cornerA-500

SkylineVashi17Arenja cornerA-50327881381/9833518082Piyush puri

S patel groupVashi17Arenja cornerA-506

Escon or oscon internationalVashi17Arenja cornerA-505

Ricon(using water purifier)Vashi17Arenja cornerA-508

Gurukripa shiv estates( water from home)Vashi17

Arenja corner512

Using water purifierVashi17Arenja corner514

Surya real estatesVashi17Arenja cornerA-515

Vashi17Arenja cornerA-518

SarangVashi17Arenja cornerA-517

Purple colour office using water purifierVashi17Arenja corner

Vashi17Arenja cornerA-524

CrescentVashi17Arenja cornerA-52727888908/9

QualitasVashi17Arenja cornerA-40027800071/72Praveen kumar

Sai sidhi reality Vashi17Arenja cornerA-40227801819

V.N ahirekar and co.Vashi17Arenja cornerA-406

TechonaVashi17Arenja cornerA-40527890145

Daata constructions homes( using water purifier)Vashi17Arenja cornerA-413

Siddhi vinayak contructionsVashi17Arenja cornerA-41527660724Raju mugde

Shree raj group(aquasure)Vashi17Arenja cornerA-4169820283912/27893225Kanti senghani

Using water purifierVashi17Arenja cornerA-418

Using water purifierVashi17Arenja cornerA-421

Rahul buildersVashi17Arenja corner423-42527892118Hemant

Dhitech Vashi17Arenja cornerA-42627891741/27890725

Using water purifierVashi17Arenja corner427

Using water purifierVashi17Arenja corner428

water purifierVashi17arenja corner300

anchorVashi17arenja corner301

water purifierVashi17arenja corner304/302

water purifierVashi17arenja corner303

VitaVashi17arenja corner305

water purifierVashi17arenja corner309

Sagar Enterprise(water purifier)Vashi17arenja corner311

UN buildcon pvt. LtdVashi17arenja corner31427809929/9221898584S.B. Gujar (card)

arenja (water purifier)313

Home India pvt. Ltd.Vashi17arenja corner31627890150

Adhani Chartered acc.Vashi17arenja corner318

Vishwa Green Realtors(water purifier)Vashi17arenja corner317/319

Shah GroupVashi17arenja corner320/32941516000Neerav Shah

Mahakali EnterpriseVashi17arenja corner3229892594816/9960920454mahindra9dad)chirag(son)

A oneVashi17arenja corner32165145700/9820156325bhupendra singh

Vashi17arenja corner200

N.m. JainVashi17arenja corner202

E U BroadbandVashi17arenja corner9833093200

victory green house pvt.ltd(water purifier)Vashi17arenja corner2079820977565/27651583/65121271vikram seth

frontline(water purifier)Vashi17arenja corner20927658242

reliance securityVashi17arenja corner33201212

r