KINGFISHER .Presentation2

7/30/2019 KINGFISHER .Presentation2

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Competitive analysis of various Brands,

in Packed Dr inking Water segment in

Pune Market

Presented BY:

Brijesh Gupta

PGDMM-003


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IMPORTANCE

IMPORTANCE OF MARKETING RESEARCH:Marketing research have its importance not only for consumer market;

it also effective to the producer of goods and services. The use of

marketing research in consumer market may be explained on the basis

of following services by it:-It ascertains the position of a company in specified Industry.It indicates the present future trends of industry and points out how

the companys affairs are to be turned up.It helps in development and introduction of new product.


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OBJECTIVES

The objectives of the study are as given below:

To determine the factors, which persuade the retailer for sale of PackedDrinking water?

To find out the companys position in the Packed Drinkingwater

Market. To find out the promotional activities of Kingfisher Packed Drinking

Water.

To find out the promotional activities of competitors.

To understand distribution channel system followed in Packed Drinking

Water.


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The market survey was focused on a study of retail outlets,Hotels and cooperate offices and positioning of Kingfisherin local beverage market of Pune city.

The data was collected from this distributor as given below:-

Royal Distr ibuter,Ghole Road (FC),Pune.

The survey also covers a wide range of activities and

factors, which influence the retailer and other enterprises tosale the Kingfisher Water product.

The sample size of study was limited to 120respondents,keeping in mind the time and other limitations.

SCOPE


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KINGFISHER LIMITED

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group

took its initial lessons in manufacturing beer from South Indian based Britishbreweries. At the age of 29, Vittal Mallya was elected as the company's first Indian

director in 1947.

United Breweries made its initial impact by manufacturing bulk beer for the British

troops,

Which was transported in huge barrels or Hogsheads? Kingfisher, the Group'smost visible and Profitable brand, made a modest entry in the sixties. During the

1950's and 60's, the company

Expanded greatly by acquiring other braveries. First was the addition of McDowell

as one of the Group subsidiaries, a move which helped United Breweries to extend its

portfolio to wines and Spirits business.Strategically, the Group moved into agro-based industries and medicines when

Dr.Vijay Mallya acquired Kissan Products and formed a long-term relationship with

Hoechst AG of Germany to create the Indian pharmaceutical company now known

as Aventis Pharma, the Indian subsidiary of the global Pharma major Sanofi-Aventis

REVIEW OF LITERATURE


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UNITED BREVERIES GROUP (UB GROUP)

United Breveries Group, is based in Bangalore, is the world's 2nd

largest brewer and the largest in India. The company markets most of its

beer under the Kingfisher brand and has also launched Kingfisher

Airlines, a domestic airline service in India. The group is headed by Dr.

Vijay Mallya who is also a member of the Indian Parliament. United

Breweries now has a near-monopoly over the Indian brewing market,

thanks to its recent takeover of the rival Shaw-Wallace company. The

group owns the Mendocino Brewing Company in the United States.


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ICEBERG FOODS LIMITED

Iceberg Foods Ltd. is a seven years old company in this industry and we are one of the

leading company having all India rights for manufacturing & marketing packaged Drinking

water with abrand name Kingfisher trademark owned by famous UBgroup& RC Cola trademark

owned by Royal Crown Cola which third largest selling soft drink brand in the world with

a Presence in almost all the countries of the world

Our clients are spread all over the country. We are one of those few brands that have got ISI

Certification in Pune and we are committed to supply pure and hygienic water. Ours

packaged drinking water is manufactured under perfect hygienic conditions as per ISI

Standardsand we have been consistent in supplying Quality product to all our customers.

We have one of the best distribution infrastructures in the business to provide timely

services to all our vendors. We have around 110 distributors all over the Pune who are

further supplying our stocks to thousands of retailers than to our end user

Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs,

20Ltrs .


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Major Competitors of Kingfisher Beverages


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ANALYSIS & INTERPRETATION


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0

10

20

30

Kingfisher

Bisleri

Aquafina

Oxsyrich

Belly

Himalaya

Other

1 2 3 4 5 6 7

15

3025

20

5 4 1 Series1

INTERPRETATION:5% of Dealer keeping Kingfisher Water, 30%Bisleri, 25%Aquafina, 20%Oxsyrich, 10%

Belly, 5% Himalaya and 5% other local Brands.

Which of the following brands you off er at your outlet?QUESTIONNAIRE(DEALER)


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According to you which is the most preferred brand by the customers in Packed

Drinking Water?

Percentage

1 Kingfisher

2 Bisleri

3 Aquafina

4 Oxsyrich

5 Belly

6 Himalaya

7 Other

INTERPRETATION:As per survey 30% of customers prefer Bisleri, 25% Aquafina, 15% Kingfisher, 20%

Oxyrich, 5% Belly, 5% Himalaya nd 0% other local Brand.


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Which of the following brand comes to your mind in case of the Packed Drinking Water?

QUESTIONNAIRE( CUSTOMERs)

15

30

25

20

05

5

Brand Preference by customers

1 Kingfisher

2 Bisleri

3 Aquafina

4 Oxyrich

5 Belly

6 Himalaya

7 Other

INTERPRETATION:15% says Kingfisher, 30% Bislleri, 25% Aquafina, 20% Oxyrich, 5% Belly, 5% Himalaya

and 0% other local brands.


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Whichattribute you look for buying Packed Drinking Water?

Series1

0

10

20

30

40

50

PackagingQuality

Price

Brand

12

3

4

9

30

16

45

Series1

INTERPRETATION:9% says packaging, 30% says Quality, 16% Price and 45% Brand.


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FINDING


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FINDING

Most of Packed Drinking Water consumer is usingbislery because it is most branded and trustworthy.

Oxyrich holds first position and Aquafina on second

and Kingfisher is on third position in pune city.

Kingfisher has good supply chain and availability of

staff and team.

The market share of kingfisher Mineral Water is very

less but growing.


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Feedback by people:-

Kingfisher is more neither in beer segment nor in water

segment.

Retailer says that customer does not demand for

Packed Drinking Water.

Packaging is not at all attractive as compare to its

competitor.

The bottle is breakdown very easily.

Service is not available at the right time.


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Through dil igence, awareness, evaluation and planning, safety

and quali ty of bottled water can be ensured.

Str ict regulations and per iodic checking of the var ious products

enter ing the market can detect any spur ious brands in circulation.

Co-operation between governmental agencies and pr ivate

industry and researchers will better protect the nations water and

food supply, so that it can hold the first rank in pune market.

No. of route (2 times in a day) vehicles for delivery of goods

should be increased in number for proper cater ing in the enti re

area.

.

SUGGESTIONS


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IMPACT IN THE PRESENT CONTEXT


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Kingfisher is more neither in beer segment nor in water

segment.

Retailer says that customer does not demand for Packed

Drinking Water.

Packaging is not at all attractive as compare to itscompetitor.

The bottle is breakdown very easily.

Service is not available at the right time


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THANK

YOU!!!!!

KINGFISHER .Presentation2

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