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A
PROJECT REPORT
ON
DETERMINATION OF MARKET POTENTIAL OF BULK
(20 liter) JARS OF BISLERI IN
CORPORATE & RESIDENTIAL MARKET SEGMENTS WITH SWOT
ANALYSIS
FOR
Bisleri International Pvt. Ltd,
SUBMITTED BY
In partial fulfil lment of the requirement for the award of degree
INDEX
SECTION CHAPTER NAME PAGE NO
1 INTRODUCTION 1
2 EXECUTIVE SUMMARY 2-3
3 INDUSTRY PROFILE 4-13
4 COMPANY PROFILE 14-16
5 PRODUCT PROFILE 17-22
6 PROJECT SCOPE 23
7 PROJECT OBJECTIVE 24
8 RESEARCH METHODOLOGY 26
9 DATA ANALYSIS 27-38
10 SWOT ANALYSIS 39-40
11 OBSERVATION AND FINDING 41
12 SUGGESTION 42-43
13 LIMITATION 44
14 CONCLUSION
15 BIBLIOGRAPHY 45
16 ANNEXURE 46-48
17 EPILOGUE 49
INTRODUCTION
Management training has gained rapid and tremendous importance over the past few years.
Management was previously considered as in born art or talent, but in today’s fast developing
world, this has been modified.
I undertook sixty days(starting from 2nd June to 1st August.) marketing training in Bisleri
International Pvt. Ltd. as an essential and obligation part of master program in marketing
management , curriculum Institute of Business Management & Research.
Bisleri International Pvt. Ltd., a name that in itself spells out a saga of valued managerial
tradition, work culture and professional cannon, can make any one by every reason to be proud
of being its part in one way or the other. The summer training was quite interesting, inspiring,
satisfying, learning and academically awarding.
I deem it as a matter of great fortune to get industrial training at Bisleri International Pvt.
Ltd.
EXECUTIVE SUMMARY:
This report aims to highlight at all the major finding of the survey done on “Market
Potential of Bulk water pack of packaged drinking water brand BISLERI; from Bisleri
international Pvt Ltd.” So that any person interested can get whole idea of the topic with
reference to the company. All attempts have been made to make the report simple, precise and
flexible. It covers up all the major activities and analysis done in the survey. The report begins
with a briefing of the “Global Bottled water Industry, the meaning; market; demand structure;
growth and controversies surrounding the bottled water industry worldwide.
The project also gives a glimpse of the company history, profile and business areas
including markets, and also categorized and overview Bisleri international Pvt Ltd.
TOPIC:
The assignment which was assigned to me by the company was to “DETERMINTION OF
MARKET POTENTIAL OF PACKAGED WATER BRAND BISLERI’S BULK (20 LITER)
PACK”
OBJECTIVE AND SCOPE OF PROJECT:
The ultimate purpose of this project is to analyses the potential of the bulk pack and to provide data about the current market share and existence of BISLERI. We aim to provide recommendation which will help the company increase its market share and tap new markets. We also analyze the strategy of the leading competitor on comparing the service offerings and warranty offering.
RESEARCH METHODOLOGY:
The Company divides or segments its market into two major categories for their bulk packages,
which are residential buyers, and corporate buyers.
CORPORATE AREA:
The areas were given to us PCMC and Nigdi for survey. I did survey in all of the above
mentioned areas. To gives as overview of the importance of the above mentioned area for
corporate survey comprises of Bhosari where numerous of industry are scattered.
RESIDENTIAL AREA:
The residential survey region was also carefully selected. The basis of selection was the real
estate property value and the lease value per sq ft. The area selected was a prime real estate spot
of high value which comprised of residents of higher middle classes and high income classes.
I visited approximately 100 residences for survey of residential buyer in the above
mentioned areas.
I visited approximately 100 companies for corporate buyer market survey in the above
mentioned areas.
FINDINGS:
The result of the study research pointed out certain key findings which are mentioned as
following.
RESIDENTIAL MARKET:
Residential market for bulk package is dominated by BISLERI with a market share of
43%.
Residential market customers are unaware about
Brand positioning requires a rethinking and USP is not properly communicated.
TAT must be improved
CORPORATE MARKET:
COOLSPRING has got the largest sales volume. Other brands with substantial presence
are GOODWILL, MCDOWELL’S.
BISLERI has got the largest customer base.
COOLSPRING has adopted the mktg. strategy of variable and local prices.
COOLSPRING is a local brand and enjoy personal and local contact.
Unlike BISLERI provides free accessories to the client.
CONCLUSION:
In totality BISLERI has developed and is developing a niche market for itself in corporate
as well as in residential market. However, aggressive marketing and price war by other leading
brands may threaten the market share of BISLERI. Therefore, it is advisable for BISLERI to stay
low and retain its market share in corporate sector. Numerous efforts can be taken for residential
market sector. Some of them are pointed out under research findings and recommendation
topics.
INDUSTRY PROFILE
GLOBAL BOTTLED WATER INDUSTRY:
Meaning:
Bottled water is drinking water package in bottles for individual consumption and retail sale.
The water used can be glacial water, spring water, well water, purified water, etc. Many
countries, particularly developed countries, regulate the quality of bottled water through
government standards, typically used to ensure that water quality is safe and labels accurately
reflect bottle contents. In many developing counties, however, such standards are variable and
are often less stringent than those of developed nations.
Demand in the Global Market:
The sales for bottled water are estimated to be between $50 and $100 billion (US) annually
and increasing approximately 7 to 10 percent annually. In 2004, total sales were approximately
154 billion liters (41 billion gallons).
In developed countries, the large demand is driven by factors including perceived
convenience. Perceived safety versus municipal water, and perceived portability or taste
advantages over municipal water. Packaging and advertising work to foster these perceptions,
and brand bottled water in ways similar to branded soft drinks. Through many municipalities,
particularly in the developed world, guarantee safe, potable, other may be subject to ground
water contamination from commercial fertilizer, MTBE, or other contamination. violation of tap
water stranded tend to be highly publicized and widely reported ,for example, a 1993
Cryptosporidium outbreak which caused 400,000 people to get sick in Milwaukee,Wiscon.
In developing counties, demand is driven by factors including the lack of potable groundwater in
many areas, the lack of reliable or safe municipal water in many urban areas, chemical and
organic pollution of ground and well water, and convenience relative to boiling or otherwise
treating accessible but potentially contaminated water.
Advertising also contributes to water sales in developing countries. Through bottles water may
provide an alternative to unsafe drinking water.
.It does so for those able to afford it; many of the world’s poorest people cannot afford
bottled water (** UN World Water Development Report 2006).
In 2004, the US bottled water industry surpassed 608 Billion gallon of water for that year,
an increase of 806% over the previous year (**Beverage Marketing Corporation.2005)
Markets:
The United States is the largest market for bottled water, at 26 billion liters in 2004. On
average, this is one 8-ounce glass per person per day . Italy has highest average consumption per
person, at two 8-ounce per person per day.
** DATA SOURCE”http:llen.wikipedia.org. **Beverage Marketing Corporation
**DATA SOURCE”http:llen.wikipedia.org. **Beverage Marketing Corporation
Controversies & Criticism of Bottled water :
Marketing profits of $11 billion a year, bottled water is a successful product available
throughout the world. The behaviors it enables are the subject of vocal criticism. This criticism
primarily falls into environmental, economic, and health categories.
(A) Environmental impact:
The annual global consumption of bottled water in 2004is 154 billion liters, up 57 percent
from the 98 billion liters consumed five years earlier. Through the materials used are generally
recyclable, 90% of bottles are not recycled.
The Pacific institute calculates that the process of making the plastic for the water bottles
consumed in U.S. uses approximately 20 million barrels of oil per year (Harper Magazine, July
2007). Overall , the average enrage cost to make plastic, fill the bottle, transport it to market and
then deal with the waste would be “like filling up a quarter of every bottle with oil.” (Peter
Gleick, an expert on water policy and director at the Pacific Institute in Oakland, California.
(Seattle P.I
It also takes water to make a bottle , if a container hold 1 liter it requires 5 liters of water in
its manufacturing process ( this includes power plant cooling water). The total amount of water
use to produced and deliver one bottle of imported water has been calculated to be 6.74.
Once you have created the bottle and filled it with water, the next environmental impact is
the large amount of fossil fuel used to deliver the water from its source to end user by means of
ground transportation. Some bottled water is transported long distances by ship in addition to the
distances it travels by truck or rail. It takes a fair amount of oil to move a plastic bottle from
where it is made, to where it is filled, then to the store, and finally consumer’s hand. 250g
(0.00025 tons) of GHGs are released for each imported water bottle.
The local effects of tapping the water sources are also of concern. Because of the high
demand companies like Perrier’s Zephyrhills are requesting to increase their pumping from a
spring on a privet ranch in central Florida by 600 percent in the next 10 year. The request was
denied by a judge ruling that pumping could imported water bottle.
On a local level, water bottlers may adversely affect ground water levels. If they bottle more
water than is naturally replenished. Rivers are delicate ecosystems. Tapping spring and aquifers
even on a small scale can alter the movement of sediment in nearby streams, which can in turn
disrupt the food supply for fish and other wildlife. “It’s a very complicated system, and we don’t
have a very good predictive understanding of how the properties of river channel will be affected
[by large scale pumping],”warns Kurt Cuffed, assistant professor of geology at the University of
California at Berkeley.
Saltwater intrusion is another problem with tapping aquifers in coastal areas. In healthy
ecosystems along coastal areas there is a natural flow of groundwater that pushes freshwater out
against the saltwater, creating a kind of sea wall. When the groundwater is being over used and
the flow falters as results the saltwater will begin to creep underground, ruining drinking water,
wetlands, and crops. Saltwater intrusion is already a problem in parts of coastal California,
Florida, and New York as a result of the demands – including water for bottling—being made on
local water supplies.
(B)Economic impact:
The economic impact of bottled water consumption is especially relevant in developing
counties. Where tap water is often of poor quality and where, even if the quality of tap water
may be acceptable. It is often difficult to obtain reliable data on the quality of tap water.
Therefore those who can afford it do not want to take a risk and switch to bottles water, usually
of the type sold in large bottles of 5 gallons. Bottled water use is especially high in counties such
as Mexico and Brazil (see above). While the poorest can’t afford bottled water and richest face
little economic constraints in buying bottled water, the cost of bottled water is a significant
burden for middle-class households in many developing counties . For example, sales of bottled
water in México are estimated at 32 billion Pesos (US$ 3bn) in 2005, or about US$ 135 per
household, which is about twice the level of the average tap water bill. If these funds were
available to water utilities they would have the financial means to improve significantly the
quality of tap water.
The Wall Street Journal, after seeing the incredible demand for bottled water, is considering
it the next best thing to oil and gold.
In 2004, Andrea Petersen wrote in the Wall Street Journal that “for the first time, Americans
are expected to buy more bottled water than beer or coffee. Sales of bottled water reached $7.7
billion in 2002, up 12% from 2001, according to Beverage Marketing Corp; a New York based
consulting company. “Bottled water is a big business and with the current trend, everyone trying
to get a piece, the individual states and counties are beginning to voice their objections. Many
states have voted the big companies not over pump on their soil.
In Ontario, Canada, a fee has been aimed at commercial and industrial water users to
contribute to the cost of managing the water supply. The fee has been dubbed a ‘cost recovery
regulatory charge’. Those charges are explicitly stated as not a tax but as a fee to create a more
sustainable system. Polaris Institute
Another concern is the “privatization” of water. The United Church of Christ, United
Church of Canada, National Council of churches, National Coalition of American Nuns and
Presbyterians for Restoring Creating are among some of the religious organizations that have
raised questions about whether or not this is ethical. They regard the industrial porches and
repackaging at a much higher resale price of a basic resource as an unethical trend.
(C) Health impact
About 25% of bottled water sold is simply re-processed/used municipal (city) water
according to a 1999 study in the United States. Both Aquafina from Pepsi-Cola Company and
Dasani from The Coca-cola Company are reprocessed from municipal water systems. Some
bottled waters, such as Penta water make unverified health benefit claims; about 22 percent of
brands that are tested contain, in at least one sample, comical contaminants at levels above strict
state health limits. If consumed over a long period of time, some of these contaminants could
cause cancer or other health problems in addition, 60 to 70 percent of all bottled water in the
U.S. is packaged and sold in a state that is not regulated by the FDA. In the United States, 1 in 5
states do not regulate bottled water.
Bottled water processed with distillation or reverse osmosis lacks fluoride ions which are
sometimes naturally present in groundwater, or added at a water treatment plant and which has
an effect on the inhibition of cavity formation; the drinking of distilled water may conceivably
increase the risk of tooth decay due to a lack of this element, people who drink mostly bottled
water may wish to use supplemental fluoride, such as is available by prescription from dentists
or doctors. However, most people continue to cook with common tap water and this is through to
potentially provide sufficient fluoride to maintain normal prophylaxis in many instances. Any
other mineral in tap water such as calcium and magnesium are present in such minuscule
amounts that their absence is compensated for many thousand of times over by other dietary
sources. On the other hand, some people wish to avoid exposure to fluoride, particularly,
systemic ingestion of fluoride in drinking water, and may choose such bottled water for this
feature.
Bottled water is typically printed with expiration dates, even if the water itself is pure, a
plastic container may leak chemicals such as phthalates or Biphenyl A into the bottled water.
Storage in cool and dark places helps reduce leaching of these chemical. Industry association
claim “bottled water can be used indefinitely if stored properly.
If the original water bottled is not pure, especially if it contained biological contaminants,
and then water quality will continue to degrade regardless of the storage container or conditions.
Bottled water Market in India:
The fortunes of this more-then-$100-billion global industry are directly related to the
human apathy towards the environment – the more we pollute our water bodies, the more
the sales of bottled water. It is estimated that the global consumption of bottled water is nearing
200 billion liters-sufficient to satisfy the daily water need of one – fourth of the Indian
population or about 4.5 per cent of the global population.
In India, the per capita bottled water consumption is still quite low –less than five liters a
years as compared to the global average of 24 liters. However, the total annual bottled water
consumption has risen rapidly in recent times-it has tripled between 1999 and 2004-from about
1.5 billion liters to five billion liters. These are boom times for the Indian bottled water industry-
more so because the economics are sound, the bottom line is fat and the Indian government
hardly cares for what happens to the nation’s water resources.
GROWTH OF PACKAGED WATER INDUSTRY’S MARKET IN INDIA
India is the largest bottled water consumer in the world in 2002, the industry had an
estimated turnover of Rs.10 billion (Rs.1, 000 crores). Today it is one of India’s fastest growing
industrial sectors.
Between 1999 and 2004, the Indian bottled water market grew at a compound annual
growth rate (CAGR) of 25 per cent- the highest in the world.
With over a thousand bottled water producers, the Indian bottled water industry is big by
even international standards. There are more than 200 brands, nearly 80 per cent of which are
local. Most of the small-scale producers sell non-brands and serve small markets. In fact, making
bottled-water is today a cottage industry in the country. Leave alone the metros, where a bottled-
water manufacturer can be found even in a one-room shop, in every medium and small city and
even some prosperous rural areas there are bottled water manufacturers.
** DATA SOURCE: indiastat.com**Frontline.Volume23-Issue07Apr.08-21, 2006
Despite the large number of small producers, this industry is dominated by the big players-
Parle BISLERI, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries and so on.
Parle was the first major Indian company to enter the bottled water in the country when it
introduced BISLERI in India 30 years ago.
The rise of the Indian bottled water industry began with the economic liberalization process
in 1991. The market was virtually stagnant until 1991, when the demand for bottled water was
less than two million cases a year. However, since 1991-1992 it has not looked back, and the
demand in 2004-05 was a staggering 82 million cases.
** DATA SOURCE: indiastat.com**Frontline.Volume23-Issue07Apr.08-21, 2006
Bottled water is sold in a variety of packages: pouches and glasses, 250 ml bottles, 500 ml
bottled, 1 liter bottled, 2 liter bottled, 5 liter bottled and even 20 liter bulk water packs. The
formal bottled water business in India can be divided broadly into there segment in terms of cost:
premium naturally mineral water, natural mineral Water and packaged drinking water.
Premium natural mineral water includes brands such as Evian, San Pellegrino and Perrier,
which are imported and priced between Rs.80 and Rs. 110 a liter. Natural mineral water, with
brands such as Himalayan and Catch, is the biggest segment and includes brands such as Parle
BISLERI. Coca-Cola’s KINLY, PepsiCo’s Aquafina. They are priced in the range of Rs. 10-12 a
liter.
Attracted by the huge potential that India’s vast middle class offers, multinational players
such as Coca-Cola and PepsiCo have been trying for the past decade to capture the Indian bottled
water market. Today they have captured a significant portion of it. However, Parle BISLERI
continues to hold 40 per cent of the market and Aquafina approximately 10 per cent. The rest,
including smaller players, have 20-25 per cent of the market share.
** DATA SOURCE: indiastat.com**Frontline.Volume23-Issue07Apr.08-21, 2006
Consumption of bottled water in India linked to the level of prosperity in the different
regions. The western region accounts for 40 per cent of the market and the eastern region just 10.
However the bottling plants are concentrated in the southern region- of the approximately 1,200
bottling water plants in India, 600 in Tamil Nadu. This is a major problem because southern
India, especially Tamil Nadu, is water starved.
COMPANY PROFILE:
HISTORY:
The journey till now
1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in
glass bottles then.
Early-1980s: Shifts to PVC bottles. Sales surge
Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.
1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for
Rs 400 crore.
1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.
.1998: Introduces a tamper-proof and tamper-evident seal.
2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 3 a litre
Genesis:
The name that epitomizes mineral water today was first introduced in Mumbai in the early 60's.
In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of selling bottled water
in India. His company Bisleri Ltd. offered mineral water in two variants - bubbly and still.
In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass bottles
under the brand name 'Bisleri'. In due course Parle switched over to PVC non-returnable bottles
and finally advanced to PET containers
Expansion:
Mr. Ramesh J. Chauhan (Chairman.)
Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone
significant expansion in their operations. The company has witnessed an exponential growth
with their turnover multiplying more than twenty times in a short span of 10 years. The average
growth rate over this period has been around 40% with Bisleri enjoying more than 60% of the
market share in the organized mineral water segment.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4
new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that we were the
pioneers of the bottled water industry in India has made us synonymous to Mineral water and a
household name.
Our Vision:
Our vision is to be the dominant player in the branded water business where the second player
is less than 20% of our business.
Our Mission:
We are in the business to serve the customer. He is the most important person. He is the only
one who pays. He deserves the best quality and presentation at a worth of the price. We must
have world class quality, at the lowest production & distribution cost. This will make us an
unbeatable leader, and will have satisfied loyal customers.
Our values:
Integrity, Quality,
Leadership, Passion,
Teamwork, Openness,
Co-operation, Transparency
BISLERI WATER IN INDIA:
Fresh water other geo reservoir is always re-circulated and in event of use, gets
contaminated. This contamination may be in the form of microorganism, metallic traces, dirt,
silt, slush, slug, molecular residues, bacteria, industrial waste and impurities. In ancient days no
purification of water was required because perennial pure water sources were available in plenty.
Recurrence of contamination was less with respect to very small population but everything has
changed with time. Now we can not imagine drinking water without purification. High risks of
waterborne diseases are modern world’s nightmare.
There is no way other than to manage our precious water resource in respective parts of
globe. This may be done in from of water conservation policies, rain harvesting, stringent laws
for keeping the potable water safe and finally the awareness. One might think that what it not a
kind of water management that is done voluntarily. Basic purpose of manufacturing of packaged
water is to make profit in the business. But indirectly it helps us to stop misuse of water.
DISTRIBUTION OF BISLERI
In order to ensure that bisleri is served when it is asked. It is need to have a very good
distribution system which is service oriented.
In the entire operation distribution is the most important job.
Distribution system should be based on the market requirement, it should be the most
effective and economical way of operation that will ensure service and availability.
ADVERTISEMENT:
Works out the plan for local advertising ascertain the purpose of advertising, the objective
and result expected.
Get the art work approved by the corporate office before releasing any advertisement in
local channels dailies or magazines.
Support the advertising by ensuring prominent display and good availability of the
product.
Display could be of two type: paid & unpaid form.
ORGANISATIONAL STRUCTURE OF SALES DEPARTMENT
SALES MANAGER
AREA SALES MANAGER
SALES EXECUTIVE
PILOT SALESMAN
DISTRIBUTOR SALESMAN.
Perhaps no body will try to waste a single drop of water if it is bought after paying US$0.22
for a liter. Through the motive behind buying packaged water is to enjoy safe and pure drinking
water.
Market of Packaged drinking water &BISLERI:
Market of packaged water is roaring up to a tone of US$100 million in India and would get
doubled in next five years. Why BISLERI the brand name is most trusted health plank among all
the three major players of this industry i.e. PepsiCo, Coca Cola, Bisleri. Probably the answer lies
in the stringent quality control process of Bisleri and its concern towards taste and purity of
drinking water.
Location of Processing in India:
To maintain the consistency of quality Bisleri has selected green field-manufacturing plants
located at mouje, Saswad Road, Wadki near pune, Andheri (East) Mumbai and also in major
different distt. So as to cover whole country like- Delhi, Bangalore, Goa, M.P. U.P.
Registration Office of BISLERI:
BISLERI INTERNATIONAL PVT. LTD.
Western Express Highway,
Andheri (East)
Mumbai – 400 099
Tel.: 022-6695 3030 / 6695 3031
BISLERI’S 7 STEPS TO PURITY & PERFECTION:
Step 1:- MULTIPLE BARRIER TRETMENT:
Source of the water id disinfected from microorganisms and metal Treatment by
Chlorination. The water is first sent to a ‘Raw Water Tank’, where it is chlorinated-to remove
bacteria. After this step, it is dosed with mild chemicals in a coagulation tank, to remove finer
particulate matter. It is then piped into a specially tiled ‘Clear Water Tank’. This done, a
‘Pressure Sand Filter’ removes the larger particulate matter.
And then, two sophisticated ‘Carbon Filters’ dissolves any existing chlorine and Organic
matter.
Step 2:- REVERSE OSMOSIS PROCESS (RO):
Molecular filtration is done by one of the methods of Either reverse osmosis or coagulation.
The Reverse Osmosis process remove dissolved salts from water. This is done through pre-
filters, a high pressure pump, imported membranes, high pressure housings and advanced
instrumentation.
Step 3: MINERAL INJECTION SYSTEM (MIS):
The water now ultra-pure. Our Mineral Injection System then injects a specific amount of
quality mineral salts into it.
Step 4: FINE FILTERATION STAGE:
Here, Micron Filters are used to achieve filtration levels as precise as 0.22 microns.
Step 5: OZONATION PROCESS:
The Ozonation process-uses Ozone-to keep the water bacteria-free till the bottles are capped &
sealed.
Step 6: FILLING PROCESS:
Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the RFC.
Our RFC equipment is neck run and it boasts of a monoblock unit, which means that every bottle
is held by the neck automatically while being inverted, rinsed and sprayed with ozonated water
at 2 bar pressure. After draining, the bottles are re-inverted and transferred to the filler. At the
filler these bottles are straightened up and gradually lifted to the filling valves which open only
when a bottle is placed under them. Filling is then done systematically through gravity.
Step 7: DATE CODING PROCESS:
BISLLERI bottle is ‘Date-coded’ with the exact time of manufacture and other details with
an automatic date code machine. So that it can be immediately traced back, in the unlikely event
of a complaint.
BISLERI’s seven steps to Perfection are only a beginning. Also of interest is the fact that
our plant is kept absolutely clean with the sophisticated ‘Cleaning in place’ procedure. You
should know that our Quality Assurance Department performs 42 tests on a batch before
releasing it to the market. Now, you know why BISLERI delivers on its promise of ‘The Sweet
Taste of Purity’.
PRODUCT PROFILE:
“A product is anything which can be offered in the market to satisfy a want or a need.” A
product will be successful if it delivers value and satisfaction to the targeted buyer”.
Bisleri have developed 8 unique pack sizes to suit the need of every individual. Which are
present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs &
5L, 20L which are the returnable packs.
TYPES OF BISLERI’S PRODUCT:
Bisleri is a brand for manufacturing mineral water only, which is manufactured under two
varieties as:
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.
DIFFERENTS PACK OF BISLERI WATER:
Bisleri undergoes with six different packs to suit the need of every individual customer.
250 ml cup & 250 ml bottle.
500 ml bottle.
1 ltr. bottle.
2 ltr bottle.
5 ltr jar.
20 ltr jar.
NEED OF BISLERI WATER ( 20LTR. JAR )
In my project product was 20ltr. Jar of bisleri water. Therefore let us see strength of 20 ltr
jar:- Household in nature.
Used in Beauty parlour, fitness centres, yoga.
Also used in showroom, shopping mall,
Used in star hotels, general stores, super market.
Used in festival, marriage, b’day parties.
Used as to get value for money.
It’s economic at 3Rs.per ltr.
BISLERI STANDS FOR PURITY AND SAFETY:
It’s produced in state of the art plants under strict quality norms. The source of water is
underground natural springs, which are at least 50m (150ft) below the surface so that the water is
well protected from contaminations. The source water is protected and checked daily to ensure
consistency. Every bottle is put through a rigorous ozonization finally minerals are added.
The total mineral content is 100 ppm. Aquafina have a very low mineral convent of around
20ppm. which is far below the level required by the human body.
Comparison of total mineral contends of bisleri mg/ltr (ppm) as compared to the other
premium brand:
Brands
Mineral.content.
In mg/ltr
BISLERI 100
Aquafina <20
Kinley 40
Therefore all bottles are made in-house to ensure sterility of the container that is filled
in automatic plants under very hygienic condition.
BISLERI’S COMPOSITION AND TASTE:
This product is bottled drinking water at its best. Bisleri with added minerals has a TDS
count (total dissolved solids count) of approximately 100. It contains minerals such as
magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living.
They not only maintain the pH balance of the body but also help in keeping you fit and energetic
at all times.
PRODUCTS DIFFERENTIATING FACTOR:
Treated water with mineral is an advantage when you consume BISLERI because other
brands do not give you minerals in treated water. Less number of manufacturing plants always
insures quality of treated water and consistency of source. One can witness the variation in taste
of other brands and sometimes bitter taste too. Bisleri has a strong audit system. Every
manufacturing facility gets audited against quality management standards.
DIFFERENT PRODUCT RANGE OF BISLERI
20 LITRE 5 LITRE
2 LITRE 1.5 LITRE 1 LITRE
500 ml 250 ml
SCOPE OF THE PROJECT
Doing project in BISLERI International Pvt. Ltd., I got lot of exposure and practical
knowledge about the manufacturing of mineral water, its economic structure, marketing strategy,
and making valuable customer.
Study shows overall mineral water customer in PCMC Area and loyal customer of BISLERI
out of it and also who are the target potential customer their characteristics and how company
can approach / market these customers. Therefore the data can be used for measuring overall
BISLERI customer and also to increase the customer level for the industry by different
promotional activities.
In short the project in BISLERI INTERNATIONAL PVT. LTD. was made use profitability.
I learn a lot from this project work.
OBJECTIVE OF PROJECT:
The researches are always conducting for a reason and have some objective. And therefore every research has some objective to fulfill. Objective of my research is to find out:-
Determination of market potential and position of BISLERI’s BULK (20- ltr.) water pack in Corporate Market & residential market.
Creating Awareness of Brand’s bulk package.
Analyzing customer’s satisfaction level with, BISLERI and Competitor’s.
RESEARCH METHODOLOGY:
The study was exclusively based on knowing about the customers who drinks mineral water and to know the brand of which preferred by the customers and also to know awareness about the bulk (20 ltr) bottle of bisleri among the population of Nigdi, Akurdi and PCMC area of Pune. The study is limited to areas only.
Population
A population is defined as the totality of the entire possible customer who drinks mineral water. Such a specified group of people are called as population.
Here the universe is the entire population of Nigdi, Akurdi and PCMC area of Pune.
Sampling Method
For this study the Convenient Sampling Method was adopted. The samples were taken randomly basis from the population. Therefore the research is exclusively based on methodology only.
Sampling Design
The Samples were actually taken convenient basis from different parts of the population. And so population was divided into following major areas:-
NIGDI PRADHIKARAN AKURDI BHOSARI CHINCHWAD And PIMPRI
From all given FIVE areas we selected 20 customers from residential area and 20 organizations which consume mineral water.
Therefore in total, I got 100 samples from residential area and 100 corporate samples for the data collection. The area chosen for corporate was on the basis of recommendation, prior knowledge and observation.
DATA COLLECTION
Data
Primary Data Secondary data
Primary Data
Primary data are obtain by a study specially design to fulfill the data needs of the problem at hands. Such data is original in character and are generated in large number of survey conducted by( me) individual research body. .
Secondary Data
Data which are not originally collected but rather obtain from published or unpublished sources are known as secondary data.
The choice between primary and secondary data on the following factors:
Degree of accuracy required Nature and scope of required The collection agency i.e. whether an individual institution or government body Availability of financial resources Availability of time
Method use for collecting Primary Data
Direct frequent questions Indirect oral interview Questionnaire
Questionnaire
I prepared a questionnaire for corporate market survey & residential market survey. The questionnaire takes approximately 10 minutes to complete. It covered the following categories.
Name of the company & address with contact details of contact person. Type of water used by the company. No of Employees/ No. of Family Members. Brand of water being purchased & used. Price of Jar of the competitor. Monthly usage of water. Type of Dispenser used ownership of Dispenser and cost involved if leased. Level of satisfaction with the existing brands, terms of payment. Whether interested in shifting to BISLERI.
Sources of Secondary Data
The secondary data was collected from the bisleri sales manual and from websites.
ANALYSIS OF DATA:
As can be seen in the questionnaire we circulated, open ended questions mixed with
multiple choice questions eliciting answers were put to our respondents. The data collected is
again a mix of qualitative and quantitative data as other questions regarding the satisfaction
level, brand awareness, brand positioning were asked and are taken into consideration.
Simple statistical and mathematical analytical tools are used for analysis of data graphical
representation of data has been done to picturesque the analysis.
The analysis is further segmented for ease of presentation and is accompanied with
respective concurrent graphs to provide a distinct view of the following.
Analysis of usage preference of water in corporate and residential market.
Analysis of market presence of brand(s).
Analysis of sales Volume of Market leader in the given regions and comparison to
BISLERI.
Pricing policy and strategy of the market leader.
The analysis is done on basis of information collected from corporate and residential market
survey conducted with the data statistics and observation and judgmental analysis of researcher.
Judgmental analysis used to analysis non quantifiable data i.e. qualitative in nature.
(A) RESIDENTIAL MARKET ANALYSIS
There were 100 residential visited for survey in a residential area of PCMC. Respondent
were of Middle and High income background.
(i) ANALYSIS OF SOURCE USAGE PREFERENCE:
When the respondents were questioned about the drinking water source that they are
currently using .The following picture comes out:
Observation table
Source of water No. of respondent %age of respondent
Filtered water 53 53%
Municipal water 10 10%
Boiled water 7 7%
Packaged water 30 30%
Total 100 100%
Interpretation
As shown in the graph; the highest percentage of residential, surveyed are using water
which has been purified with any electronic of other purification or filtration system. Therefore
the majority of population surveyed is filtered water user at 53%.
These respondents are happy with the performance and mentally satisfied with the quality of
water that is produced by their respective purifier, and showed no interest in switching to any
packaged drinking water.
The 2nd category of respondent are using the municipal water; are also high in percentage
10%. these respondents do not use any kind of filtration or purification system and are anyway
satisfied with the quality of municipal drinking water.
The 3rd category is of respondent using boiled water and these respondent are 7% of the total
respondent
The 4th and last category is of respondent who are consuming packaged drinking water of
one or other brand for their daily drinking purposes. The percentage respondent in this category
is 30%. The no. of respondent in this category is 2nd highest.
(ii) Bulk Packaged Drinking Water Market Share in Residential Market:
Further analysis of data showed that the following brands are present locally and are being
used by residential customers. These are:
BRAND NAME NO. OF USERS %AGE OF USERS
BISLERI 14 46%
OXYRICH 7 23%
KINLEY 2 7%
ZEE 2 7%
COOLSPRING 0 0
OTHERS 5 17%
Total=30
The above tabulated data is better represented understood in percentage form and with
the help of a graph.
The graph shown above describes that the BISLERI has got the strongest position in the
market with a whooping 46% shares which is followed by OXYRICH which has a market share
of 23% which is exactly half of the share of 23% which is exactly half of the share of BISLERI.
Another greater share of pie is held by various small miscellaneous brands. ZEE has a7% market
share in the residential market.
(ii) Who got the biggest share of pie? (the market leader)
The packaged water brand of ‘BISLERI’ is the market leader with a market share of
46% which is just double to the next close competitor OXYRICH at 23% and approx. 6 times
more than the share of KINLEY. There are other local brands too which account for 7% and
17% of the market. These are promoted by the local grocery stores.
(iii) REASONS:
Brand name and positioning: BISLERI is the most trusted brand and has become a generic
name for packaged water in India for a very long time in fact they are the pioneers of packaged
drinking water in India. BISLERI also enjoys greater market share because of its established
channel of distribution. The company has around 35 manufacturing centre and about 120
distribution centers touching over 3.5 lacs retail outlet around the country. BISLERI’s network is
well into the villages and the paanwalas from one of its biggest chunk of distributors.
(iv) REASONS FOR LAGGING IN THE RESIDENTIAL MARKET:
The brand name of Bisleri is established in the market. However there is lack of
substantial advertisement and brand awareness.
Easy accessibility of other brand at local grocery store.
Quick fast and better service provided by local grocery stores in terms of TAT
and Credit facility.
Sales promotion of other brands by the storekeepers.
Premium pricing policy of Bisleri @ Rs. 65 compared to other brands of Rs. 50-60.
People can not differentiate (psychologically) in different brands.
Lack of knowledge about “where to approach for bisleri bulk water pack.
(v) CONVERSION TOWARDS BISLERI:
Residential users using other brands when asked about shifting towards BISLERI as it is a
leading brand and a superior product and if it is going to provide at doorstep on same rate and
service, result was responded positively. The result were as follows:
Yes = 80%
No = 20%
Graphical representation:
REASONS: Actually residential respondents are much attentive towards product quality
rather than price quoted. And if they are getting at the same rate a branded product they are
going to sift towards Bisleri.
(B) CORPORATE MARKET SURVEY ANALYSIS
There were 100 corporate prospects and customers visited for survey in the areas of PCMC,
(i)ANALYSIS OF SOURCE USAGE PREFERENCE:
When the respondents were questioned about the drinking water source that are currently
using.
The following picture came out:
Water source No of respondent %AGE OF RESPONDENT
Packaged water 85 85%
Municipal water 5 5%
Filtered water 10 10%
Total 100 100%
Interpretation
As shown in the graph; the highest percentage of corporate respondents surveyed, are using
some packed drinking water. Therefore the majority of population surveyed is bottled water user.
Most of the respondents are happy and satisfied with the quality of water and service of
provider that they are using; however most of them did show interest in considering brand
BISLERI and to start of the preliminary talks and negotiations before entering in a contract.
The 2nd category of respondents uses the municipal water; these are nominal in no. &
percentage (5%). These respondents do not use any kind of filtration or purification system and
are anyway satisfied with the quality of municipal drinking water; again these companies are
small companies with few employees.
And the last category of respondent uses filtered water which is lower to 10% only.
BULK PACKAGED DRINKING WATER PRICINGS OF DIFFERENT BRANDS:
Further analysis of data showed that the following brands are present locally and are being
used by corporate customers and are sold at different prices. Companies are following multiple
pricings policy for corporate consumers. The price difference of prices may be affected by
certain variables working in the background. Some of these are:
VARIABLES DETERMINING THE PRICE PER JAR:
Qyt. Demanded.
Expected repeat order.
Payment terms
Continuity of repeat orders.
Expected increase in qyt. Demanded.
Agrees TAT of supply
Provision of accessories (dispensers) on complementary basis or lease.
Observation table
Following brands are found in use by the corporate respondents during the survey:
BRAND NAME PRICE PER JAR
BISLERI Rs. 65
ZEE Rs. 45-65
MAX Rs. 55-65
KINLEY Rs. 55-65
COOLSPRING Rs. 30-57
MC DONELL’S Rs. 35-55
GOODWILL Rs. 50-60
OZORICH Rs. 45-55
OTHERS (BALLEY, RAJHANSH) Rs. 50-60
Let us see it in from of a line graph to understand the variation of price in a better way
.
Interpretation
As shown in the graph above, competitive brands have adopted multiple pricing policy with
corporate client and vast variation in prices i.e. maximum & minimum, are there to be seen.
As per the analysis it is clear that COOLSPRING is the biggest negotiator with prices and has
almost started price warfare in the bottled market industry. COOLSPRING is selling the bulk
pack of 20 liter at rates as low as Rs.28.50 per jar and as high as at Rs.57 per jar which is still
lower than the general price level of Rs.65 of BISLERI.
The analysis for BISLERI stands that it has adopted a rigid pricing policy and selling at
Rs.65. it has kept out of the price warfare and is selling on combination of the following; brand
name, product quality, USP and more customers purchase it in smaller quantities. Customers
having low level of daily usage of around 2-5 bottles.
KINLEY has also shown a bit of flexibility with price. The maximum, Price quoted by
KINLEY is Rs.65 and the lowest is Rs. 55 per jar. The difference is of Rs.10.
For rest of the brands like GOODWILL, MAX, MCDOWELL’S and OTHERS; the
difference in Minimum and maximum price is around Rs. 10-15 only.
WHO GOT THE BIGGEST SHARE OF PIE?
It is evident from the observation and data that COOLSPRING with its rock bottom prices and
varied pricing strategy got an edge over all the brands when it comes to sales volumes.
COOLSPRING which is a local brand has got a commanding lead in the market in terms of sales
volumes.
However, I must add that COOLSPRING does follow a planned way of negotiation. The lowering of price is dependent different variables mentioned above in the report.
REASONS:
Least price offered on bulk quantities.
Free Accessories like dispensers.
Logistic service has better wings and TAT.
Advantage of being a local brand and has numerous local connection.
BRAND PREFERENCE IN THE CARPORATE MARKET:
When the respondent were asked about the product preference most of them preferred
to the coolspring because of it low price which shows the carporate users are much concern
towards price rather than brand & quality.
Observation table:
Brand of water No of respondent %age of respondent
Bisleri 18 21%
Max 9 11%
Kinley 15 17%
Oxyrich 4 5%
Goodwill 5 6%
Coolspring 16 19%
Mcdowells 5 6%
Others 13 15%
Total 85 100
Graphical representation
Percentage breakup of brands preference in the corporate market by various customers.
Interpretation
As shown in the graphical representation BISLERI has a scored a whooping 21%, and hence
is used by maximum no. of corporate clients. To follow is COOLSPRING with 18%, KINLEY
with16% and then there is a cluster of other small market players which collectively account for
15%. These brands include ZEE, RAJHANSH, BALAJI, SAVY, AZNET, EURO& SPARK.
Max is another player which is being used by 11% of the respondents. There are other 2
brands with significant presence of 7% each named McDowell’s & Goodwill.
However, the market presence or the greater percentage no. of clientele dose not ensures
market leadership or bigger share of pie in the business. It is determined by the volume of
business done by each brands.
The same has been the case here; BISLERI though scored a greater no. of clientele in the
survey than any other brands but still is not the market leader.
SALES VOLUME OF DIFFERENT BRANDS:
The survey data was analyzed to find the total sales volume of the respondents who took
part in the survey and then break of percentage of volumes were identified to establish the
market leader.
The total volume of sales and consumption were determined at 6293 jars per week for the
respondents which took part in the survey.
I have used certain approximation judgments on the basis of my observations and best of
knowledge to make the report more effective.
Observation table
Brands Weekly sales of each brands Sales volume in %age
Coolspring 3776 60%
Mcdowells 1007 16%
Goodwill 314 5%
Max 126 2%
Kinley 252 4%
Bisleri 378 6%
Oxyrich 189 3%
Others 251 4%
Total 6293 100
Graphical representation :
A graphical representation establishes the leading brands as COOLSPRING in terms of
volumes. There are other different brands present in the market too but the kind of volume traded
by and market COOLSPRING has captured is phenomenal and unmatched.
Percentage analysis of volume of business done by various brands shown in the graphical
representation above the percentage volume of business done by COOLSPRING is 66% and it
much more than any brand present in the market. It also shows a clear cut strategy of
COOLSPRING to mass market its product and marketing strategy to bulk dealing.
There are hardly any clients with COOLSPRING where the weekly supply is less than 14
jars. However BISLERI, which has niche market, dose supply even 7 jars per week to certain
clients.
CONVERSION TOWARDS BISLERI:
Percentage analysis of sales volume of each brand
60%16%
5%
2%
4%
6%
3%
4%
Coolspring Mcdowells Goodwill Max Kinley Bisleri Oxyrich Others
Corporate respondents using different brands when asked about shifting towards Bisleri rather
than other as it is a leading brand and superior product, if they are supplied it at the same rate at
their doorstep on demand.The following observation were found:
Yes = 40%
No = 60%
Graphical representation:
.
REASONS:
As corporate respondent their dealership had been set up and are also getting satisfied
service with their previous distributor and so they don’t want to change to other because of only
brand name. Instead of quality they are much concern to their relationship with the distributor.
SWOT ANALYSIS:
The abbreviation SWOT stands for STRENGTHS, WEAKNESSES, OPPORTUNITIES &
THREATS. A SWOT analysis is done to find out a company’s current position to determine its
vulnerability and standing against competitors and the strategic decision made by the
competitors which create a weakness and which in turn might turn into a threat in future. Here I
would do a SWOT analysis for BISLERI.
STRENGTHS
Brand name of Bisleri ensures quality and world class standards and immediate
recognition and acceptability in the market.
Unique and better taste.
Specially made jars (eco-friendly) can be added to the USP.
Unique Process of Reverse Osmosis can be communicated and advertised to add to the
quality dimension.
Direct to Home Service; it has eliminated the channel members and hence benefits
(financial) can be passed on to the consumers.
WEAKNESSES
The yardstick for measurement of service performance and quality of product is higher.
Rigidity of pricing; no multiple pricing policies like other brands.
Eliminating channel members shortens the reach.
Direct marketing requires a lot of resources and focus which in turn affect the product
and other associated activities.
Premium Pricing Policy of BISLERI brand has adverse effects on volume of sales as
corporate clients are interested in better deals.
Cost of production is higher compared to other brands.
Elimination of channel members is more than a necessity than a choice of action as the
margins for them are comparatively very low.
OPPORTUNITIES
With the growth of bottle industry market at 30% p.a. the market is increasing and there
are ample growth opportunities in corporate and residential segments.
Rigidity of pricing has made it more suitable for the residential customers as other
competitive brands sell at reasonably same price.
Residential market will present more loyal customers and repeat orders.
THREATS
For corporate market. There are no current threats to BISLERI’s position and market
share as it has made a niche market for it self. However, I believe to get into volume we need to
counter the multiple pricing strategy and the cost advantage that is given by market leader
COOLSPRING to the corporate clients.
In residential market the only threat I can identify is Kinley; it has become the generic
name for mineral water in India. It is winning lost grounds because of the lack of proper brand
positioning and highlighting of product’s USP by BISLERI. However, corporate market study
points out that the high price of BISLERI.
RESEARCH FINDINGS:
It also point out that BISLERI is having a market share of nominal value in terms of sales
volume and COOLSPRING is the market leader for corporate market.
Judgment analysis and Observation also suggests that Brand awareness of BISLERI
requires a rethinking. Especially the multiple packages need to be communicated and marketed.
BISLERI is the priced at a premium. USP of BISLERI is not well communicated and
marketed.
BISLERI is making a niche market for itself and earning on Margins but at the same time
losing ground on volumes to COOLSPRING.
Corporate market segment, which is dominated by COOLSPRING has high degree of
volatility to price and therefore corporate customers not quality centric.
COOLSPRING is luring the corporate customers by providing rock bottom price and free
accessories on complementary basis.
Except BISLERI all the brands have adopted variable or multiple pricing strategic.
Judgmental analysis of customer satisfaction reveals that the customers are satisfied with
the quality. However, the same can not be said about the service.
Residential market has a better scope for BISLERI as penetration is easy. Price difference
is hardly much and market is quality centric.
RECOMMENDATIONS TO THE COMPANY:
After careful study and analysis I have zeroed in on certain areas and jotted a few points of
recommendation for the company. These are as follows;
BISLERI has established a brand name in the market. However, communication about
availability of multiple packages i.e. 20 liter, Bulk pack and especially in residential market is
need of the hour.
We need to be actively doing sales promotion activity. Campaigns which aim to enhance
consumer knowledge about BISLERI should be undertaken.
We must position our product on the basis of our USP. “The sweet taste of purity”; is the
slogan of BISLERI and I believe our brand positioning should be undertaken.
Residential customers are more interested in convenience and service after the key factor
i.e. product’s quality. I believe we should extend our flex out logistics timings for residential
who are interested in taking the delivery in odd hours (night).
I would suggest a live experiment which sends the message, “You are the Judge” there;
we can organize small campaigns and get people to taste our water and any other leading
competitor’s water and ask them to tell the difference. We can also do a bit of brand positioning
by putting print advertisements where we compare ourselves with a leading brand on various
factors like taste. Appearance, process etc, as we have seen many a times in electronic gadgets.
I would suggest to take a leaf out from the competitor’s book i.e. COOLSPRING and use
it in our favor. I would suggest BISLERI to use the age old method of complementary gifts in
the form of accessories i.e. dispensers, to lure the corporate customers.
As in the corporate market the leading competitor COOLSPRING is on the offensive. I
would suggest BISLERI to go on for a strategy which is more defensive in nature, i.e. we must
make efforts to retain our market share. Improve our service quality and time to time announce
various schemes which in a way turn out to give loyalty bonus for our customers at the same
time I think we should make an effort to make inroads in the market of other brands by starting
to share clients and then try to build or increase our share from there.
We also need to improve our TAT (Total Turn around Time) after a lead is generated or an order
is placed. I would suggest putting various storage points in different parts of the city for quick
fast delivery if feasible.
I would also suggest a more intensive and thorough survey of residential market. I would
suggest that the sample size must be of at least 2500 units in size for residential and it should be
chosen from Higher Middle class and Higher Class Income group.
I would advise to make efforts for streamline all production activities so as to have a
regular and steady supply in the market.
Separate Customer support cell for grievances and problems should be established with a
person accountable and answerable to the management for day to day customer problems and
these problems should be analyzed to find out the most recurrent and common problem with
focus to eradication of the problem.
LIMITATIONS OF THE STUDY:
The research study has got certain restraints and limitations. These limitations are pointed as
follows:
The companies don’t want to share whole information with us so it is difficult to analyze
the situation.
Data regarding price of the brands were not shared all the companies.
The survey of only 100 companies and 100 residential was done which doesn’t give the
true picture of the situation.
Not all the companies were ready to give time to share the data and meet the researches
and hence lots of observation study is done.
Certain judgmental approximations are made the report more accurate and relative.
CONCLUSION:
This study analyzes the market potential of the 20 liter pack of packaged drinking water:
BISLERI water. The packaged water industry continues to grow and across the globe with India
hitting the maximum growth rate of 25% in 2005 which has increased further up to 40% in 2006-
2007.
As many other industries are entering in this sector it becomes increasingly difficult for any
brand to compete on the basis of its Brand name alone. It may give an advantage for a time.
However bigger brands require more attention and have greater expectations. As a result we
must seek opportunities to differentiate our product offering from those of our competition, build
customer loyalty, and attract new customers. This is achieved mainly by providing a better
service to customers than the competitors. A good service will reduce costs, wastage and
complaints.
Providing a good service helps in growing the business: customers stay longer; customer
churn rates reduce; referrals to new customers increase from increasing numbers of satisfied
customers and overall the organization’s service flows and teams work more efficiently and
more happily.
This report offers a brief overview on the key strategy adopted by the market leader to gain
a stronger market position in this competitive environment.
BIBLIOGRAPHY:
Websites used for reference:
www.google.co.in
www.bisleri.com
www.wikipedia.org
www.search.com
www.enwikepedia.com
Books, Magazines & Articles used for reference:
Marketing Management by Philip Kotler. (12th edition).
Business Standard (Saturday August 11/07)
Sales Manual of Bisleri 2005
QUESTIONNAIRE
Questionnaire for Corporate Market Survey.
Questionnaire for Residential Market Survey.
BISLERI INTERNATIONAL PVT. LTD.
Name: ------------------------------ Organizational Survey Form
Address: ------------------------------ (Research & Marketing)
Telephone no.: ------------------------
E- Mail id: ------------------------------
(1) What kind of water do you use for daily consumption and drinking?
(a)Municipal water (b) Filtered/Aquaguard water (c) Packaged water.
(2) What is the size (No. of Employees) in your organization?
-----------------------------------------------------------------------
(3) If you use packaged drinking water for daily consumption; then in what qty?
-----------------------------------------------------------------------------------------
(4) Which Brand do you use?
------------------------------------------
(5) What price do you pay for a 20 liter Jar?
--------------------------------------------------------
(6) Do you use Dispenser? If yes please mention Category?
(a) Hot & Cold Dispenser (b) Plastic
(7) Are you satisfied with the service & quality of Brand that you are using?
(a) Yes (b) No
(8) BSLERI being a leading brand and a superior product; would you like to buy (20
lit. pack); if supplied at the same rate at your doorstep and on demand?
(a)Yes (b) No if NO, Reason-----------------------
Thank-you for your time and support--------------------------------------------------------------
BISLERI INTERNATIONAL PVT. LTD.
Name: ------------------------------ Residential Survey Form
Address: ------------------------------ (Research & Marketing)
Telephone no.: ------------------------
E- Mail id: ------------------------------
1) What kind of water do you use for daily consumption and drinking?
(a) Municipal water (b) Filtered/Aquaguard water (c) Packaged water.
2) What is the size (member in the family) of your family?
-----------------------------------------------------------------------
3) If you use packaged drinking water for daily consumption; then in what qty?
-----------------------------------------------------------------------------------------
4) Which Brand do you use?
(a)BISLERI (b) Kinley (c) Oxyrich (d) Zee (e) Others
5) What price do you pay for a 20 liter Jar?
--------------------------------------------------------
6) Do you use Dispenser? If yes please mention Category?
(A) Hot & Cold Dispenser (B) Plastic
7) Are you satisfied with the service & quality of Brand that you are using?
(A) Yes (B) No
8) BSLERI being a leading brand and a superior product; would you like to buy (20 lit. pack);
if supplied at the same rate at your doorstep and on demand?
(A) Yes (B) No if NO, Reason-----------------------
Thank-you for your time and support--------------------------------------------------------------
EPILOGUE:
The experience at BISLERI INTERNATIONAL Pvt. Ltd. has given me an opportunity to
have a very close look at the packaged water business. I have been able to delve into the various
aspects of the company in a much focused manner. We have better understand of this industry
and are fortified with experiences of addressing various problems, faced during the expansion of
market, countering price war with quality and USP.
On the marketing and research front, I have had an excellent ‘hands on experience’ in the
areas of research (primary) and corporate presentation of the product, distribution channel and
technicalities involved. We have also been able to get a generic view of the Bulk pack of bottled
water industry in India by doing a Competitive Analysis of various players.
To sum up, the training with BISLERI INTERNATIONAL Pvt. Ltd. has given us an
opportunity to see the market from a proximal distance.