7/31/2019 Industry Review
1/46
7/31/2019 Industry Review
2/46
7/31/2019 Industry Review
3/46
7/31/2019 Industry Review
4/46
7/31/2019 Industry Review
5/46
7/31/2019 Industry Review
6/46
7/31/2019 Industry Review
7/46
7/31/2019 Industry Review
8/46
7/31/2019 Industry Review
9/46
7/31/2019 Industry Review
10/46
7/31/2019 Industry Review
11/46
7/31/2019 Industry Review
12/46
7/31/2019 Industry Review
13/46
7/31/2019 Industry Review
14/46
7/31/2019 Industry Review
15/46
7/31/2019 Industry Review
16/46
7/31/2019 Industry Review
17/46
7/31/2019 Industry Review
18/46
7/31/2019 Industry Review
19/46
7/31/2019 Industry Review
20/46
7/31/2019 Industry Review
21/46
7/31/2019 Industry Review
22/46
7/31/2019 Industry Review
23/46
7/31/2019 Industry Review
24/46
7/31/2019 Industry Review
25/46
7/31/2019 Industry Review
26/46
7/31/2019 Industry Review
27/46
7/31/2019 Industry Review
28/46
7/31/2019 Industry Review
29/46
7/31/2019 Industry Review
30/46
7/31/2019 Industry Review
31/46
7/31/2019 Industry Review
32/46
7/31/2019 Industry Review
33/46
generate market share from the institutional segment such as restaurants and hotels, caterers, and
transport channels such as buses and trains. CCI said it was doubling the bottling capacity for
Kinley through a combination of company-owned plants, franchisee operations and contract
packers. Two of CCI's key bottling partners, namely the Gandharis and Goenkas, invested Rs 10
crore for a new bottling water plant in Punjab for Kinley. Its consumers are also quality
conscious and brand loyal.
AQUAFINA
The advantage for Aquafina is that though they are over 300 labels of bottled water in the Indian
market, few can be called. 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, as series so teasers, followed
by a film that showed healthy bodied and youthful people and, of course, lots of water. Although
Aquafina started with only 750 ml. pet at Rs. 10 but now it launched its 1 lt. pack also with the
price range of Rs.12. in addition to the tamper proof seal, there is reliable method of checking
whether the bottle has been reliable. The date of manufacturing has been written on the cap aswell 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.
7/31/2019 Industry Review
34/46
7/31/2019 Industry Review
35/46
SWOT ANALYSIS
Micro Environment Factors:
Those forces which effect the organization from within i.e. due to its own activities and
performance. Those forces can be controlled by the organization and an organization can
improve on its strength and weaknesses in the market.
STRENGTHS :
Those activities, which put the organization a step ahead of others with its performance in the
field of marketing mix, are products, price, promotion, and physical distribution.
Strength of the Bisleri in the market are:
Produce packaged drinking water in different packaging.
Having the largest distribution network. Low cost of distribution for packaged drinking water bottles. Heavy investment on ad campaigns. Its name has become synonym for packaged drinking water. Its 20 lt. Bottle has also reached to the retail outlets. Low cost incurred on production on pet bottles. Charging better prices from the customers. Now paying more emphasis on break-away seal and attracting consumers to use only
Bisleri.
Company is having large surplus of funds. Large stock maintained by the company. Availability of water bottles at the nearest possible outlets. They maintain constant quality checks on quality of purified water.
7/31/2019 Industry Review
36/46
WEAKNESSES :
Produce low quality per bottles, which cannot be sterilized. They dont manufacture dispensers. They charge more for 5 lt. And 20 lt. Bottles as compared to other emerging companies. Bad publicity done before by the newspaper.
M ACRO E NVIRONMENT F ORCES :
Those forces, which affect the performance and ability of an organisation from outside, i.e.,
those forces are uncontrollable and the organization cannot manipulate these forces.
7/31/2019 Industry Review
37/46
OPPORTUNITIES :
A major purpose of environment scanning is to discuss new marketing opportunities. A market
opportunity is an area of buyer need in which a company can perform in profitability. Variousopportunities of Bisleri in market are:
The business is growing at the rate more than 80% per annum There is a high growth in 500 ml., 2 lt., 5 lt., 20 lt., water bottles. Their break-away seal concept is accepted by the market. There is large market share of unorganized sector in packaged drinking water industry.
And Bisleri share is increasing gradually.
Now middle class people also use packaged drinking water at their shops and homes andit become the need of the metros.
THREATS :
Kinley is the biggest threat to Bisleri as it is Coca-Cola company and they have surplusfunds to invest in this company.
Its higher prices and low retailers margin has made the competitor to strengthen their
feet in the Bisleris market.
Being an Indian company, it is getting affected by international brands like Pepsi, Kinley,
and Nestle.
7/31/2019 Industry Review
38/46
MARKET SHARE OF PACKAGED DRINKING WATER
Market share %
Bisleri-60%
Aquafina-25%
Kinley-10%
Local Brand-5%
7/31/2019 Industry Review
39/46
Purpose and Objectives of the Study :
To increase sales. To increase life of one produced 20 litre jar i.e. rotations. To make consumer get emotional touch with the product.
To Increase sales
As 20 litre account for 50 percent of sale, Company has decided to improve it Jar life by
creating various measures which will help to increase life cycle of jar which will in
directly also help to improve looks and give damaged free jar to consumers.
To increase life of one produced 20 litre jar i.e. rotations
The normal cost of a mold of 20 litre preform is much more than that of MRP which
bisleri is selling at, so in order to overcome the cost, Bisleri 20 litre jar has two way
rotations where empty jar are brought back to company and for that new jar is dispatched.
So this process increases directly by keeping jar Damage free, which help to increase
rotation of one jar.
To make consumer get emotional touch with the product
If Jar is beautifully maintained and delivered to the consumer, they are definitely to get
emotionally attached to the jar as consumers through damaged free jar are assured
about the jar and also about the purity that it delivers.
7/31/2019 Industry Review
40/46
RESEARCH METHODOLOGY
Research is common parlance refers to a search for knowledge. The purpose of research is to
discover answers to questions through the application of scientific procedures. Research
methodology refers to the tools and methods used for obtaining information for the purpose of
the subject under study. Research methodology deals with the various methods of research. The
purpose of the research methodology is to describe the research procedure used in the research.
Research methodology overall includes the research design, data collection method and analysis
procedure which are used to explore the insight information form the research problem. Research
Methodology helps in carrying out the project report in by analyzing the various researchfindings collected through the data collection methods.
RESEARCH DESIGN
Research design is an important and the vital part of the research. Research design is a
comprehensive master plan specifying the procedure for collecting and analysis the needed
information. Research design provides an excellent framework for the research plan of action.
The function of the Research design is to ensure that the required data is in accordance; research
design is a blue print for the research study, which guides research in collecting and analysis the
data.
Here in our project we have used Exploratory Research Design
7/31/2019 Industry Review
41/46
EXPLORATORY RESEARCH DESIGN
Exploratory research design helps the research in getting the insight Information from the
research problem. Generally all the marketing Research projects innuendos exploratory research
that helps the researcher in providing the sharp focus of the problem under research. Exploratory
Research lays emphasis on the discovering of ideas and possible inside to get the information
needed to carry out the research has used the exploratory form to research design in the project
under study.
DATA COLLECTION METHOD
The success of any project or market survey depends heavily on the data collection and analysis.
It is necessary that the data collected is a reliable data in order to achieve the research objective.
All data sources can be classified into two data:
1. PRIMARY DATA
2. SECONDARY DATA
1. PRIMARY DATA- Primary data is the data which are fresh and collected for the first
time, and are original in character. It consist of the actual information. There are various
Primary data collection techniques, which have helped in data gathering.
The primary data collection techniques used in the project is as follows:
a) QUESTIONNAIRE METHOD
7/31/2019 Industry Review
42/46
2. SECONDARY DATA - Secondary data are those data, which have been already collected
or published for the purpose other than specific research need at hand. This data is simply
used up by the researcher for his purpose of collected the data and its use is now not the
same.
The secondary data sources here in this project are: -
a) MAGAZINES
b) COMPANIES INTERNAL RECORDS
c) WEBSITES
SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample for a given population. A sample is
only a portion in the universe. Sampling is used to collect the primary data. The objective of
sampling is to get maximum information about the parent population with minimum effort.
Sample Design consists of the following factors.
1. Sampling unit
The target population for the survey of:
Consumers were the already existing customers drinking packaged drinking
water as well as those not drinking mineral water. This sampling unit were
the customers of Colaba area and some part of Corporate.
7/31/2019 Industry Review
43/46
2. Sampling Techniques
The sampling technique applied in this project is mainly Non-Probability (convenience)
sampling.
3. Sample size
The sample size for the survey conducted for the analysis of:
Consumer Survey.
7/31/2019 Industry Review
44/46
ANALYSIS & INTERPRETATION
1. CONSUMERS SURVEY
This survey was done randomly in Colaba and Corporate area. The sample size taken in this
survey was 50 persons (consumers or non-consumers). There brand awareness and there
preference was also analyzed. For the collection of this primary data, questionnaire was the
medium used to get all the information for finding out the market share of this product and its
competitors. The analysis done shows that the general preference of the consumer is generally
Bisleri and then Kinley. Top of the brand awareness position is taken by Bisleri as it is also usedsynonymous of packaged drinking water by the customers. The analysis and interpretation done
on this questionnaire is shown hereby.
1. Do you prefer packaged drinking water
YES NO
2. When do you consume a package drinking water?
While Travelling In a Restaurant At your place All the above
3. Which Packaging Drinking water do you prefer?
Kinley Bisleri Aquafina Any other
7/31/2019 Industry Review
45/46
4. Do you prefer Drinking water over the essence of Soft drink/Artificial juices/Lemonade ?
Yes NO Cant say Depends
5. What is you perception of Bisleri ?
Bad Okay Good Very good
6. What size of bottle do you usually prefer?2 liters5 liters15 liters20 liter jar
7. While choosing product what do you look for ?Quality
Looks Timely delivery Brand name
8. Have you used 20 litres Jar?
Yes No
9. If yes than how often do you buy ?Once in two months Once in a month Twice in a month Once in a week
7/31/2019 Industry Review
46/46
10. Do you get the jar in the same condition every time you buy it ?
Yes No
11. If No, then what are the defects observed by you ?
Dent Broken seal White particle Algae
Leakage Any other
12. According to you what be reason for the damage?
Improper material Handling Improper retail storage In transit damage
Warehouse
13. Any Recommendation on how Jar can be maintained?