santosh project (Repaired)1

8/7/2019 santosh project (Repaired)1

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KINGFISHER PREMIUM(PACKAGE DRINKING WATER)

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ACKNOWLEDGEMENT

Some says ³managers are born and some says managers are made´. I was also in some dilemma

before commencing my summer internship. But after the successful completion of my summer

internship I came to know that managers are guided properly and are motivated to work willingly

towards fulfillment of specific goal.

The satisfaction and euphoria that accompany the successful completion of the work would be

incomplete unless we mention the people as an expression of gratitude who made it possible and

whose constant guidance and encouragement serve as a beacon of light and crowned my efforts with

success. The project report is the outcome of the backing and encouragement of the number of

persons whom I have been associated during the past two months.

I wish to offer my deep veneration to Mr. Mangesh Arnalkar (regional manager, kingfisher package

drinking water, Maharashtra) for providing the opportunity to work on this project title

³Distributer and Retailer satisfaction survey with special reference to iceberg food ltd for selected

product of kingfisher (like package drinking water as well as soda water in Pune city.´

My proud full sense of obligation goes to Mr. Pradeep Patil (area sales manager).kingfisher package

drinking water who helped me during the course of my project. It was a great help to me in every

aspect and enlivened me to win the problem that I faced during this project.

I also like to convey my sincere thanks to all employees of kingfisher package drinking water, Pune

and all my co summer trainees for their helping hand that I always found extended to me whenever I

needed.

Last but not least I like to thanks all my teachers, family members & friends, particularly to Prof.

Shradha Dhingra and Prof. Nilesh Gokhale and I own special thanks to our director Mr. Daniel

Penkar who had helped me to clarify my concept by sharing their valued experience in their

teaching, research and training which have thereby become an unconscious part of my ideas and

thoughts while making this project.




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PREFACE

Practical knowledge is an important suffix to theoretical knowledge. One cannot merely depend upon

the theoretical knowledge. Classroom lectures make the fundamental concept of management clear.

They also facilitate the learning of practical things. However, classroom lectures must be correlated

with the practical training situations. It is in the sense that practical training in a company has a

significant role to play in the subject of business management. Market research is indeed in ancient

art; it has been practiced in one form of the other since the day of Adam and eve. Its emergence is of

relatively recent origin for success of any business and within this relatively short period, it has joined

a carry great deal of importance.

Management in India is heading towards a better profession as compared to other professions. The

demand for professional managers is increasing day by day. To achieve profession competence,

manager ought to be fully occupied with theory and practical exposure of management. a

comprehensive understanding of the principle will increases their decision making ability and

sharpens their tools for this purpose this objective can be easily achieved in summer training as the

objective of training is to enable the trainee to observe management problem & situation in a real life

organization & to report facts, observation & inferences .

As an essential part of our course, I got the privilege to have training in ICEBERG FOOD

LIMITED Pune for its brand ³kingfisher Packaged Drinking Water´, under the guidance of

Mr.Pradeep Patil(Area sales manager).

As my area of interest is marketing, the project was provided to me titles ³Distributer and Retailer

satisfaction survey with special reference to iceberg food ltd for selected product of kingfisher

(like package drinking water as well as soda water in Pune city.´

I have tried my best to make this report a reader friendly & also did my level best to fulfill the

objective of summer training.




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EXECUTIVE SUMMARY

The project entitled ³Distributer and Retailer satisfaction survey with special reference to iceberg

food ltd for selected product of kingfisher.´(Like package drinking water as well as soda water in

Pune city.)

The project was carried out under the guidance of Prof. Shradha Dhingra. In this report I have

analyzed various factor to determine the company overall image.

The main competitor of kingfisher is Bisleri, Aquafina, Oxyrich , Bailley, etc. But still kingfisher is

sharing some market share.

In this study the survey of various Distributer & retail outlet are conducted for which the sample area

was randomly selected in Pune city.

While the objective in mind the survey was conducted in major areas of Pune city.(like F.C. road,

Shivaji nagar railway station, Manpa bus stop, court road, S.B. road, Sombarpeth, Deccan, Koregaon

park, Magarpatta city, Fatimanagar, Marketyard) The sample size were 8 distributer and 326 retailers

selected randomly.

Questionnaire was formed according to the objective of study which was the tools for data collection.

It consists closed ended questions as well as few open ended question.

I have visited various retail stores in given areas of Pune city gave them questionnaire and did

personal interview of them.




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CHAPTER 1




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1.1 Basic Theoretical Concept and Context of the Topic

Business exists to satisfy customer the existence of the customer is integral to the existence of

retailers.

The ability to understand consumers is the key to developing a successful retail strategy. To be

able to satisfy the customer, it is necessary to understand him, his needs and how he responds to

various marketing efforts undertaken by the retail organization.

Retail

Retail is a final stage of any economic activity. It occupies an important place in the world

economy.

Retailing

³Retailing includes all the activities involved in selling goods or services to the final consumers

for personal, non- business use.´

Retailers

A retailer or retail stores is any business enterprise whose sales volume comes primarily from

retailing. Retail can be also defined as the first point of customer contact.

Distributer

Distributors are the middle man or merchandiser who takes or buy goods from manufacturer

And resale it to retailers .they play vital role in marketing channels.

Distribution

Distribution (or place) is one of the four elements of marketing mix. An organization or a set of

organization (go-betweens) involved in process of making a product or services available for use

or consumption by a consumer or business user.

The other three parts of the marketing mix are:

Product

Price

Promotion




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1.2 OBJECTIVE OF THE PROJECT

The main objective of the project is to study distributer and retailer behavior and image assessment

through survey with special reference to kingfisher packaged drinking water and soda.

To determine the brand awareness and brand preference of the retail market.

To study the market share of kingfisher package drinking water and soda in retail market.

To study the retail segment of kingfisher package drinking water and soda and retailer preference.

To analyze each attribute of kingfisher package drinking water and soda in comparisons to its

competitor.

To survey about the popularity of the kingfisher brand.

To study which attribute attracts more to the customer of kingfisher package drinking water and

soda.

To study retailer satisfaction towards delivery system of kingfisher package drinking water and

soda.

To survey retailer and distributer satisfaction about services provided by the company.

To do comparative analysis of the different players exits in the market.

To study retailer response on the sales promotion activities.

To study the impact in sales when offer is given to retailers by the company.

To study which type of offer attracts retailer to purchase kingfisher packaged drinking water and

soda.




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1.3 SCOPE OF THE STUDY

The scope of the study is concern with the study of factors affecting the brand image. It allows the

company to take corrective action and helps in arising the image of company.

Following are the advantage company can get from this project. The finding helps the company.

To increase brand awareness.

To assess the various factors that affect brand image and accordingly take corrective action.

To determine the company over all image and in comparison to its competitor.

To modifying its advertisement and promotion according to the requirement.

To determine the brand preference and other factor which influence retailers.

To understand the requirement of products so that the company can take immediate action and

making a good profit.

To understand the expectation and requirement of the retail outlets.

To modify distribution channel.

Preparing a project by its nature was a quite difficult task but a challenge. I had to spend sincerely

efforts since starting relevant information, study about the research methodology and market, retailers

and distributor perception and sales distribution.

I have gained a lot of precious experience which I could not get directly from only studies in theory

books. This project helps me to develop myself many ways such as thinking skill, communication

skills earn how to interact with people inside and outside the company, being a decision maker,

planner, etc.

All knowledge derived from doing this project can support my studying master degree in marketing

management efficiency.




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CHAPTER 2PRFILE OF THE

ORGANISAT

ION




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Company Profile

2.1 UNITED BREWER IES GROUP (UB GROUP)




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2.1.1 INTRODUCTION

United Breweries UB Group based in Bangalore is one of India¶s largest conglomerates of differentcompanies with the major focus on the brewery (beer) and alcoholic beverage industry having annual

sales of over US$ 4 billion and a market capitalization of approximately US$ 12 billion. The Group

has diverse interests in brewing, distilling, real estate, engineering, fertilizers, biotechnology,

information technology and aviation. It is also the largest Indian manufacturer of beverage alcohol

(beer and spirits).

Dr. Vijay Mallya is the Chairman of the Group, who is also a member of Indian parliament .United

Breweries, now has a near monopoly over the Indian breweries market, thanks to its recent takeover of the rival Shaw-Wallace company. The group owns the Mendocino Bewaring Company in the

United States.

Founded 1857

Founder(s) Thomas Leishman

Headquarters Bangalore India

Area served India

Owner Dr.Vijay Mallya,Chairman

Industry Brewery, Alcoholic Beverage, Airlines,Chemical & Fertilizers,Engineering,

Pharmaceuticals and Information Technology.




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2.1.2HISTORY

It was the late 19th century. Beer was delivered in bullock carts in casks called ³hogsheads³.

Consumers were mostly defense personnel. Over hundred years have passed. Beer from United

Breweries is now delivered all over the world, catering to the needs of consumers across generations

and continents. From modest, local beginnings, the UB Group has transformed into a global

conglomerate.

The Castle Brewery which dates back to 1857 (the year of the Indian mutiny) was set up for the

European planters scattered over the Nilgiris. So was the Nilgiris Brewery Company. The British

Brewing Corporation set up in Madras (1902) catered to the elite of the port town of Madras while

the Bangalore Brewery Company had been supplying beer for the troops stationed at Pune and

Bangalore since 1885.

United Breweries Limited (UBL) was founded on March 15, 1915, in Madras by Thomas Leishman,

a Scotsman, also its first Managing Director. UBL manufactured and sold only bulk beer for troops of

both the world wars. It was a classic case of role reversal ± India being introduced to this µexotic¶

brew and in turn becoming its major exporter.

2.1.3 Consolidating growth

The Company¶s brewing tradition has a legacy of nearly 130 eventful years. Along its journey

through the global Alcoholic Beverages landscape, UBL has consistently influenced business

paradigms, beer-drinking habits and conventional mindsets. One man played a pivotal role in the

Group¶s growth ± Vittal Mallya who was elected to the Board of Directors of UBL in 1947 at the age

of 22 and a year later became its Chairman. Bangalore has been at the core of UBL¶s existence. The

Registered Office of UBL was shifted to Bangalore in June 1952, into the spacious 22-acre factory of

the Bangalore Brewery Company. The Bangalore Brewery buildings, dating as far back as 1885, have

since given way to newer construction. The only relic that still stands is the present go down adjacent

to the UB Towers building, which earlier housed the bottling cellars, pasteurizing and packing

departments. The five acres of land across the road donated to the Jesuit Society now forms the

campus of St Joseph¶s Indian High School.




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2.1.4 List of Associate Companies other than Related Parties

� City Properties Maintenance CompanyBangalore Limited

� Deccan Charters Limited(formerlyKingfisher Aviation Training Limited)

� H. Parsons Pvt. Limited

� Inversions Mirabel, S.A

� Kingfisher Aviation TrainingLimited(formerly Kingfisher TrainingAcademy Limited)

� Kingfisher Training and AviationServices Limited (formerly Kingfisher Airlines Limited)

� Kingfisher Finvest India Limited(formerly Kingfisher Radio Limited)

� Mangalore Chemicals & Fertilizer Limited

� McDowell Holdings Limited

� Mendocino Brewing Co.Inc, U.S.A

� Pixray India Limited

� Releta Brewing Company LLC

� Rigby International Corp

� Rubic Technologies Inc

� UB Electronic Instruments Limited

� UB Engineering Limited

� UB Infrastructure Projects Limited

� UB International Trading Limited

� UB Overseas Limited

� UBHL (BVI) Limited

� UBSN Limited

� United Breweries (Holdings) Limited

� United Breweries International (UK)

Limited

� United Breweries of America Inc,Delaware

� United Racing & Bloodstock BreedersLimited

� United Spirits Limited

� WIE Engineering Limited (Under

Liquidation)




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2.1.5 Present History

The UB Group is one of India¶s largest conglomerates with annual sales of over US$ 4 billion and a

market capitalization of approximately US$ 12 billion.

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UB Group

UnitedSpiritsLtd.,

No. 1 Spirits Company in India

UnitedBreweriesLtd.,

No. 1 Beer Company in India

KingfisherAirlinesLtd.,

No. 1 standalone Airline in India

DiversifiedBu siness Interests

No. 1 Beer in India: Undisputed leader of the Indian beer industry with over 50% market share.

Key brands are Kingfisher Blue, Kingfisher Strong, Kingfisher Premium, Kingfisher Ultra,

Kingfisher Draught, London Pilsner, UB Premium Ice, Kalyani Black Label Premium and

Kalyani Black Label . Acquired 100% stake in Whyte and Mackay, worlds 4th largest scotch

company.

United Breweries Overview:

With over 50% market share, UBL is the undisputed leader of the Indian beer industry, with over 5

decades of market leadership. Sold 101 MM cases during FY 2010.Kingfisher is the ubiquitous

Indian beer, available as Kingfisher Premium, Strong, Blue, Red and Ultra.UBL is uniquely

positioned with manufacturing facilities in all key markets. Ensuring freshness of beer .Leveraging

India¶s interstate tariff difference to economic advantage.




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No. 1 Spirits in India: Organized Spirits business under USL and Beer business under UBL. 2nd

largest spirits company in the world and largest spirits company in India with a market share in

excess of 55% in first line brands. Key brands are Dalmore, Jura, Whyte & Mackay, Black Dog,

Antiquity, Signature, Royal Challenge, McDowell's No.1, Celebration Rum, Romanov and White

Mischief .

United Sprits Business Overview

Largest spirits company in India ± 20 µMillionaire¶ brands (those that sell more than 1 MM cases p.a.)

with a market share in excess of 55% in first line brands.USL sold 100 MM cases during FY 2010 to

become the 2nd largest spirits marketer in the world. Growing at robust double digit rates. Several of

USL¶s brands occupy leading market positions in India and globally. McDowell No. 1 family is the

largest spirits brand in the world with sales of over 35 MM cases in FY 2010 across 3 flavors

(Whisky, Brandy and Rum).McDowell¶s No. 1 Brandy continues to be the largest selling brandy in

the world. McDowell¶s No. 1 Celebration Rum is the 3rd largest rum with sales over 12 MM cases in

FY 2010 .Bagpiper Whisky is world¶s largest selling spirits brand with sales of over 16 MM cases

during FY 2010.

No. 1 Airline in India: Completed merger of Deccan and Kingfisher to form the largest pvt.

Airline. µBest Airline in India and Central Asia¶, µBest Economy Class Seats¶ and µStaff Service

Excellence Award for airlines in India and Central Asia¶ in World Airline Awards (May,2010)India's only 5 Star airline, rated by Skytrax and 6th airline in the world for 3rd consecutive

year (May, 2010).

Kingfisher Airlines Business Overview

Started airline operations in May 2005, merged with Deccan Aviation w.e.f. April 2008. Operates

around 380 flights a day. Started international operations in September 2008 by connecting Bangalore

to London. Network spread across 61 Indian cities and 8 foreign cities with a fleet size of 66 aircraft.

Carried 3.1 Mio passengers in Q1 FY2011.




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Diversified Business Interests: Diversified presence across businesses including equity

investment in Mangalore Chemicals & Fertilizers Ltd. and UB Engineering Ltd., investment in

Vittal Mallya Scientific Research Foundation and franchisee for IPL team ³Royal Challengers´.

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Diversified siness nterests

Mangalore

C

emicals &

Fertilizers ¡ td.

Vittal Mallya ¢

cientificResearch

Foundation

UBEngineering ¡ td.

� Only manufacturer of chemical fertilizers in Karnataka

� Produces a wide range of products that include urea, di-ammonium

phosphate, granulated fertilizers, micronutrients and soi l conditioners

� Q1 FY2011

± Total Income Rs. 490Crs (+22%)

± PAT Rs. 13 Crs (+67%)

� Is a non-profit organization named after Dr.Vijay Mallya¶s father, Mr.

VittalMallya

� Is into research in areas of biotechnology and organic chemistry

� Into EPC, O&M and Erection services for large industrial projects such

as power, refineries, steel, cement, etc

� YTD FY 2010

± Total Income Rs. 527 Crs

± PAT Rs.31 Crs (+46%)

� The Bangalore-based franchisee ± one of eight ± in the Indian Premier League T20 cricket tournament ± possibly the world¶s largest

commercially run sports event

Royal Challengers




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2.1.6 Mission

1) To constitute a large, global group based in India. Associate with world leaders in order to

adopt technologies and processes that will enable a leadership position in a large spectrum of

activities.

2) To focused on assuming leadership in all our target markets.

3) To be the most preferred employer wherever to operate.

4) To recognize that organization is built around people who are most valuable asset.

5) To be the partner of choice for customers, suppliers and other creators of innovative concepts.

6) To continually increase the long-term value of our Group for the benefit of our shareholders.

7) To operate as a decentralized organization and allow each business to develop within our

stated values.

8) To be a major contributor to our National Economy and take full advantage of our strongresource base.

9) To commit to the ongoing mission of achieving Scientific Excellence.




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2.1.7 Quality Statements:

1) Quality leadership is vital to the long-term success of the UB Group in an increasingly

competitive marketplace.

2) Building quality into our workplace, products and service is essential to a successful future for

customers, employees, supplier¶s communities and shareholders.

3) The UB Group work to provide products and services that always meet or exceed expectations

4) Management commits resources and creates an environment in which each employee cancontribute skills, talents and ideas to a never-ending process of improvement and innovation

in all aspects of business.




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2.2.ICEBERG FOOD LTD.

We are quality pet performs manufacturers in India with state of the art technology husky injection

molding system. We can offer performs in 28 mm pco in 24,27.7,42& 48 GM. All performs are

approved by Pepsi. We use 100 % virgin material(Pepsi approved). We can sign long term contract

and have a manufacturing facility at present of 300,000 performs/day.

Iceberg food limited is growing company which manufactures and do marketing¶s for kingfisher

package drinking water, kingfisher soda ,royal crown cola in different parts of India. Their corporate

office is in Mumbai Maharashtra. It was formed in the year 1998.

2.2.1Company Profile

Table No.1

Company Name Iceberg Food Pvt.Lmited

Country/territory India

Address 1006,Rahega Center, Nariman Point, Mumbai,Maharastra, India.

Product of Services We offer international quality approved petpreformed in 28 mm pco neck in 24,27.7,42& 48GM. Processed on husky injection moldingsystem.

Business type Manufacturer.

Industry Focus Packaging product Stocks, packaging relatedmachinery.

Geographic market World wide

No. of Employee 50-60

Annual sales range(us$) 1 million -2.5 million

Legal Representative Mr.Bharat Shah

Year of Established 1998




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2.2.2 Fact about Iceberg

Iceberg Foods Ltd. is a seven years old company in packaged drinking water manufacturing industry

and it is one of the leading company having all India rights for manufacturing & marketing packaged

Drinking water with a brand name ³Kingfisher´ trademark owned by famous ³UB´ group & ³RC

Cola´ trademark owned by ³Royal Crown Cola´ which third largest selling soft drink brand in the

world with a presence in almost all the countries of the world. Its clients are spread all over the

country. It is one of those few brands that have got ISI certification in India and it is committed to

supply pure and hygienic water. Its packaged drinking water is manufactured under perfect hygienic

conditions as per ISI Standards and it has been consistent in supplying Quality product to all our customers.

It has one of the best distribution infrastructures in the business to provide timely services to

all our vendors. It has hundreds of distributors all over the India who are further

supplying it¶s stocks to thousands of retailers than to our end users. Its products come in a wide range

of packages like 200ml, 1 liter, 2 liter, 5 liter, 20 liter in drinking water & 600ml & 1.5 liter in Soda.

It¶s packaged drinking water is bottled in fully automatic plant with Reverse Osmosis,

Ozona ion & Ultra filtration process. Along with latest pesticides removal system through

activated carbon filtration process as per EU norms.

It is understood that throughout India 90% of the stress related diseases are caused due to

consumption of contaminated food & water. It processes water at our plant with the most modern,

high tech equipment sodium filtration resulting in not only healthy but also sweeter packaged

drinking water.

Its packaged drinking water is processed and packed in a sophisticated and chemical free plant to

maintain highest level of hygiene. Its packaged drinking water is manufactured under a very strict in

house quality control system, ensuring that what you drink is what nature intended.




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2.3 Industry Profile

My project is based on kingfisher Package Drinking water and Soda, Package Drinking water and

Soda are the part of FMCG Sectors so we should know something about FMCG sector.

2.3.1What are FMCGs?

We regularly talk about things like butter, potato chips, toothpastes, razors, household care products,packaged food and beverages, etc. But do we know under which category these things come? Theyare called FMCGs. FMCG is an acronym for Fast Moving Consumer Goods, which refer to thingsthat we buy from local supermarkets on daily basis, the things that have high turnover and arerelatively cheaper.

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the

economy. A well-established distribution network, intense competition between the organized andunorganized segments characterize the sector. FMCG Sector is expected to grow by over 60% by

2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated

that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010.

2.3.2 Growth Prospects

With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG

market is something no one can overlook. Increased focus on farm sector will boost rural incomes,

hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will

improve their supply chain. FMCG sector is also likely to benefit from growing demand in the

market. Because of the low per capita consumption for almost all the products in the country, FMCG

companies have immense possibilities for growth. And if the companies are able to change the

mindset of the consumers.

The big firms are growing bigger and small-time companies are catching up as well. According to the

study conducted by AC Nielsen ,62 of the 100 brands are owned by MNCs, and the balance by Indian

companies. Fifteen companies own these 62 brands , and 27 of these are owned by Hindustan Lever.

Pepsi is at number three followed by Thums up . Britannia takes the fifth place , followed byColgate(6),Coca-Cola (8) and Parle (9).

These are the figures the soft drinks and cigarette companies have always shied away from revealing.

Personal care , cigarettes and soft drinks are the three categories in FMCG. Between them , they

account for 35 of the top 100 brands.




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2.3.3 THE TOP 10 COMPANIES IN FMCG SECTOR IN INDIA.

1. Hindustan Unilever Ltd. 2. ITC (Indian Tobacco Company) 3. Nestlé India 4. GCMMF (AMUL) 5. Dabur India

6. Asian Paints (India) 7. Cadbury India8. Britannia Industries 9. Procter & Gamble Hygiene and Health Care10. Marico Industries

2.3.4 Analysis of FMCG Sector

Strengths:

1. Low operational costs

2. Presence of established distribution networks in both urban and rural areas

3. Presence of well-known brands in FMCG sector.

Weaknesses:

1. Lower scope of investing in technology and achieving economies of scale, especially in small

sectors.

2. Low exports levels.

3. "Me-too" products, which illegally mimic the labels of the established brands. These products

narrow the scope of FMCG products in rural and semi-urban market.




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Opportunities:

1. Untapped rural market.

2. Rising income levels i.e. increase in purchasing power of consumers.

3. Large domestic market- a population of over one billion.

4. Export potential

Threats:

1. Removal of import restrictions resulting in replacing of domestic brands.

2. Slowdown in rural demand.

3. Tax and regulatory structure

The performance of the industry was inconsistence in terms of sales and growth for over 4 years. The

investor in the sector was not gainer at par with other booming sectors. After 2 years of sinking

performance of FMCG sector the year 2005 has witnessed the FMCGs demand growing. Strong

growth was seen across various segment in FY 06, with the rise in disposable income and the

economic in good health, the urban consumers continued with their shopping spree.

After knowing about Indian FMCG Industry we should have a glance particularly on Package

Drinking Water Industry.




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2.4 PACKAGE DR INK ING WATER INDUSTRY

2.4.1 INTRODUCTION

³WATER IS EVERY WHERE , BUT NOT A CLEAN DROP TO DR INK´. Water is the most

important necessity for life. The drinking-water needs for individuals vary depending on the climate,physical activity and the body culture. but for average consumers it is estimated to be about two to

four liters per day. The growing number of cases of water borne diseases, increasing water pollution,

increasing urbanization, increasing scarcity of pure and safe water etc. have made the bottled water

business just like other consumer items. Scarcity of potable and wholesome water at railway stations,

tourists spots, and role of tourism corp. etc. has also added to the growth.

Almost all the major international and national brands water bottles are available in Indian market

right from the malls to railway stations, bus stations, grocery stores and even at panwala's shop.

Before few years bottle water. was considered as the rich people's choice, but now it is penetratedeven in rural areas. The growth and status of Indian Bottled Industry in comparison with Western or

Asian market, India is far behind in terms of quantum, infrastructure, professionalism and standards

implementation. The per capita consumption of mineral water in India is a mere 0.5-liter compared to

111 liter in Europe and 45-liter in USA. Also As per UN study conducted in 122 countries, in

connection with water quality, India's number was dismal 120. In comparison to global standards

India's bottled water segment is largely unregulated.

Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17, 2010 to be aware of water

conservation techniques to avoid grave water crisis in future."It is so sad that today, people are forced

to buy water in plastic bottles. I am told that bottled water industry is worth nearly 10000 crore rupees

and even big companies like the Coke and Pepsi are involved in this bottling of water and making

money. So, it is imperative that we ought to save water," he added.

Do not be surprise if today's bottles water industry becomes next Oil industry by 2025.

2.4.2 Bottled Water Industry in India

Water Shortage and Health Awareness Driving Bottled Water Consumption in India. The Indian

market is estimated at about Rs 1,000 Crore and is growing at whopping rate of 40 per cent. By 2010,

it will reach Rs 4,000 -5,000 Crore with 33 per cent market for natural mineral water.

According to a national-level study, there are more than 300 bottled water brands in India and among

them nearly 90 per cent are local brands. 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.




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While India ranks in the top 10 largest bottled water consumers in the world, its per capita per annum

consumption of bottled water is estimated to be five litres which is comparatively lower than the

global average of 24 litres. 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. The total annual bottled water consumption in India had tripled to 5

billion liters in 2004 from 1.5 billion liters in 1999. Global consumption of bottled water was

nearing 200 billion liters in 2006.

2.4.3 Bottle water top players in India.

The top players in bottled water industry in India are the major international giants like Cocacola, Pepsi, Nestle and noticeable presence of national players like Mount Everest, Manikchand,Kingfisher, Mohan Meakins, SKN Breweries , Indian Railways so on. With increasing

competition, this sector will register a robust growth in 2010, predict industry analysts.

To take on rivals in this sector, PepsiCo India is drawing up a fresh game plan which includes,investment in capacity enhancement, packaging initiatives and below-the-line activities to pumpup volumes in the over-crowded category.

Meanwhile, swadeshi major Parle Agro is extending the manufacturing facility for Bailley from 29 to 60 plants this year. While swadeshi major Bisleri International is beefing upits distribution, manufacturing and marketing operations, Coca-Cola India is sharpening itsfocus on packaging initiatives of Kinley to woo new consumes.

In essence, the packaged water industry in India will soon witness a major tussle betweenswadeshi and videshi players to gain market and mind share.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 approximately1,200 bottling water plants in India, 600 are in Tamil Nadu.

But a major problem is southern India, especially Tamil Nadu, is water starved.Top multinational players such as Coca-Cola and PepsiCo have been trying for the past decadeto 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 share. Kinley and Aquafina

are fast catching up, with Kinley holding 20-25 per cent of the market and Aquafinaapproximately 10 per cent. The rest, including the smaller players, have 20-25 per cent of themarket share.




25

2.4.4 History of bottled water in India.

Mineral bottled water in India under the name 'Bisleri' was first introduced in Mumbai by Bisleri

Ltd., a company of Italian origin in 1965.

Mineral bottled water were in glass bottles in two varieties - bubbly and still in 1965 This companywas started by Signor Felice who first brought the idea of selling bottled water in India.Parle bought over Bisleri (India) Ltd. In 1969 and started bottling Mineral water in glass bottlesunder the brand name 'Bisleri'. Later Parle switched over to PVC non- returnable bottles and finallyadvanced to PET containers. Since 1995 Mr.Ramesh J. Chauhan has started expanding Bislerioperations substantially and the turn over has multiplied more than 20 times over a period of 10years and the average growth rate has been around 40% over this period. Presently it have 8 plantsand 11 franchisees all over India. Bisleri command a 60% market share of the organized market.

Currently, Bailley has a national presence in 5 lakh retail outlets across the country. ³We plan toincrease manufacturing plants for Bailley from 29 to 60, presently 40 plants are operational and fewmore will be ready for operations over the next few months,´ informed Nadia Chauhan, jointmanaging director of Parle Agro.

2.4.5 Variety of packages

Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles, 500 ml bottles,one- litre bottles and even 20- to 50-litre bulk water packs. The formal bottled water business inIndia can be divided broadly into three segments in terms of cost: premium natural mineral water,natural mineral water and packaged drinking water.

Premium natural mineral water includes brands such as Evian, San Pelligrino and Perrier, whichare imported and priced between Rs.80 and Rs.110 a litre. Natural mineral water, with brands suchas Himalayan and Catch, is priced around Rs.20 a litre. Packaged drinking water, which is nothingbut treated water, is the biggest segment and includes brands such as Parle Bisleri, Coca-Cola'sKinley and PepsiCo's Aquafina. They are priced in the range of Rs.12-15 a litre.Bottled water major Bisleri International plans to launch fruit-flavoured water before the start of

the festive season this year, a top company official said. Bisleri, which enjoys 65 per cent marketshare in the branded water segment, is also eyeing a sharp growth in sales during the festive seasonthat begins from August.




26

2.4.6 Why Bottled water ?

Millions of people, both in rural and urban India, suffer from inadequate or no tap water supply.Even some parts of Mumbai, the country's financial capital, get a mere two hours of daily water supply. The city's Virar suburb gets 45 minutes. So bottled water is much in demand by residents -

even though the businesses profiting from the sales are thriving from access to public water sources.

Bottled water fills a void created by government failure to address basic services, Peter Gleick of the Pacific Institute writes in its World Water report. "In many parts of the world, tap water is notavailable or safe to drink," writes . "In these regions, the failure of governments to provide basicwater services has opened the door to private companies and vendors filling a critical need, albeit ata very high cost to consumers." The institute reasons that governments should tap into spending oncommercial water by consumers to secure funds to provide safe water at fraction of the cost.

Gigi Kellett, US national director of the Think Outside the Bottle campaign, argues that demand for bottled water is due to industry creating "a market by casting doubt on the quality of tap water,when in fact bottled water is subject to far less scrutiny and often comes from the same source".

2.4.7 Bottled Water: How Safe?

The bottled water industry has spent billions over the past decade to sell you on the idea thatbottled water is better than tap water. Well the short answer is they are both unhealthy. One of themost ironic parts of the bottled water tragedy is that the water bottling industry gets the water free, filters it, bottles it and sells it back to us at 1,900% profit. The ironic part is that tap water islegislated to be 7.0 pH neutral. They first dump a TON of cholrine in the water to kill off all thebad bacteria, this makes it highly acidic.

In India around 100 companies sell an estimated 424 million litres of bottled water valued ataround Rs 200 crore in the country annually . Most bottlers claim that their water is 100 per centbacteria-free and contains minerals that make it tastier and healthier. But is the water in thesebottles really safe to drink?




27

To find out, the Ahmedabad-based Consumer Education and Research Society (CERS), anindependent non-profit institution with a sophisticated product-testing laboratory, recently carriedout a detailed study on 13 major brands of bottled water available in the country. The nationalbrands -- Bisleri (separate samples were taken from their units in Bangalore, Ghaziabad, Calcuttaand Baroda) and Bailley (Mumbai and Surat) -- were selected on the basis of their dominantposition in the overall market. Bisil (Mehsana), Golden Eagle (Chennai), Aquaspa

(Mumbai),Saiganga (Ahmednagar), Nirantar (Thane), Trupthi (Chennai) and Yes (Nadiad) wereincluded because of their regional popularity. To conform to international standards for suchtesting, 21 bottles of each brand were tested in the CERS laboratory against "analytical" and"sensory" parameters as well as for "microbiological" contamination.

To ensure fairness, the results were sent to the individual companies for their comments.So how safe is bottled water? Not that safe, says the CERS survey. As many as 10 of the 13brands had foreign floating objects in clear violation of norms. None of the brands tested was freefrom bacteria although the consolation is that they were not of the harmful kind. Two of the bigbrands contained toxic heavy metals much higher than permitted levels. The term "mineral water"is misleading because our laws do not stipulate the minimum mineral content level required for

water to be labeled as such. All this from a sector that is flourishing because of the public fear thatwater supplied by civic bodies is impure

2.4.8 Analysis of Indian Package Drinking Water Industry

Strength:

Bottling industry gets water free. Low operational cost Presence of established distribution network in both urban and rural areas. Presence of well- known brand in Package Drinking Water Industry

Weakness

Local brands are not able to maintain water parameters recommended for drinking High cost to consumer Traditional Indian methods of cooling and purifying water Plastic bottles pollution.

Opportunities

Untapped urban and rural market Large domestic market a population of over 1.2 billion Increasing business opportunities for others

Threats

Tax and regulatory structure Very less demand in rural sector.




28

2.5. DEMAND OF WATER WILL NEVER GO «..& WATER WOULD

NEVER BE OUT OF BUSINESS.

WALER IS LIFE !!!!!!!!!!!




29

2.5.1 K INGFISHER PACKAGE DR INK ING WATER

Kingfisher premium package drinking water is a product of kingfisher breweries, which is

manufactured and marketed by ICEBERG FOOD LIMITED. King fisher packaged drinking water

which is safe, hygienic and non carbonated drinking water. It provides clean and secure drinkingwater. Kingfisher package drinking water having various ranges. Like 200ml, 500ml, 1liter, 2liter,

5liter jar, and 20 liter jar.

Kingfisher water passages through several process before packaging. Purifying and safety are two

major factors taken care in sourcing and processing of kingfisher water.

The safety process are :

NOTE: No manual work stood in the process hence it is very safe to drink.

steps of

1. Bottle making through bottle blowing unit on 38. C.

2.Rising of bottle

bottle

3.Filling of bottle

4.Capping of bottle

filling .

5.Date and batching of bottle.

6.Labeling of bottle.

7.Cartoon packaging of bottles .




30

About purity process we can say that the source water is tested in microbiology before processing

(purifying) and after purifying. The process starts with the storage of raw water with chlorine dosing

which is necessary for reducing of microorganism like algae and fungus from water. Also made

h2so4 (sulphuric acid) dosing for adjusting PH. Then it passes through sand filter to remove

suspended particles then it passes through carbon filter which helps in removing chlorine, sediments

and volatile organic compounds from water. Typical particle size that can be removed by carbon

filters range from 0.5 to 50 micrometers. Then it goes through reverse osmosis plant, where it passes

through several vessel to maintain other parameters of water like taste and TDS (total dissolve solid).

Then it passes through blending tank or machine, followed by ultra violet which helps to kill germs

from water and finally it passes through ozone generator. It is a colorless gas that has an odor similar

to the smell of the air after a major thunderstorm. Ozone has greater disinfection effectiveness

against bacteria and viruses compared to chlorination. Due to the ozone generator using life of water

increases.

1. SOURCE WATER (BOREWELL WATER)

2. STORAGE OF WATER IN TANK WITH

CHLORINE DOSING (TO REDUCE

MICROORGANISM LIKE ALGAE

AND FUNGUS)

3. SAND FILTER ( TO REMOVE SUSPENDED

PARTICLES).

4. CARBON FILTER (TO REMOVE CHLORINE ,

SEDIMENTS AND VOLATILE ORGANIC

COMPOUND)

5. REVERSE OSMOSIS (TO MAINTAIN OTHER

PARAMETERS OF WATER)

6. BLENDING TANK (TO MAINTAIN TDS ETC)

7. ULTRAVIOLET OR UB TECNOLOGY (TO KILL

OTHER GERMA )

8. OZON GENERATOR (TO INCREASE THE LIFE OF

WATER)




31

2.5.2 RATE LIST OF K INGFISHER PACKAGE DR INK ING WATER AND

SODA

Table No 2.

Sr No. Particulars CartoonContaining

Box Rate Scheme Per BottleRate

1. 500ml water 20 (bottles) Rs.136/- 10+2 Free Rs.5.65

2. 1ltr water 12 (bottles) Rs.106/- 10+2 Free Rs.7.35

3. 2ltr water 9 (bottles) Rs.142/- 10+2 Free Rs.13.15

4. 5ltr 01 jar Rs.46/- 10+2 Free Rs.38.30

5. 20ltr 01 jar Rs.50/- - Rs.50.00

6. 300ml soda 24 (bottles) Rs205/- 10+2 Free Rs.7.10

7. 600ml soda 24 (bottles) Rs.270/- 10+2 Free Rs.9.35

8. 2ltr soda 9 (bottles) Rs.270/- 10+2 Free Rs.30.00




32

2.5.3 WATER QUALITY PARAMETERS AND DR INK ING WATER

STANDARDS

Table No 3.

SL.NO PARAMETERS UNITS DRINKINGWATER

IS:10500-1991DESIRABLE

DRINKINGWATER

IS:10500-1991MAXIMUM

1. Color Hazen units 5 25

2. Order - Unobjectable -

3. Taste - Agreeable -

4. Turbidity NTU 5 10

5. pH value - 6.5 to 8.0 No Relaxation

6. Total hardness(caco3) Mg/l 300 500

7. Iron Mg/l 0.3 1.0

8. Chloride Mg/l 250 1000

9. Residual,free chlorine Mg/l 0.2 -

10. Dissolve solid Mg/l 500 2000

11. Calcium Mg/l 75 200

12. Copper Mg/l 0.05 1.5

13. Manganese Mg/l 0.1 0.3

14. Sulphate Mg/l 200 400

15. Nitrate Mg/l 50 No Relaxation

16. Fluoride Mg/l 1.0 1.5

17. Phenolic compounds Mg/l 0.001 0.002

18. Mercury Mg/l 0.001 No Relaxation

19. Cadmium Mg/l 0.01 No Relaxation

20. Selenium Mg/l 0.01 No Relaxation21. Arsenic Mg/l 0.05 No Relaxation

22. Cyanide Mg/l 0.05 No Relaxation

23. Lead Mg/l 0.05 No Relaxation

24. Zinc Mg/l 5 15

25. Anionic Detergent Mg/l 0.2 1.0

26. Chromium Mg/l 0.05 No Relaxation

27. Poly nuclear aromatic hydrocarbons Mg/l - -

28. Mineral oil Mg/l 0.01 0.03

29. Pesticides Mg/l Absent 0.001

30. Radioactive materials (a) alpha

emitters(b) beta emitters

Bq/l

Pci/l--

0.1

0.037

31. Alkalinity Mg/l 200 600

32. Aluminum Mg/l 0.03 0.2

33. Boron Mg/l 1 5




33

Kingfisher premium package drinking water having two hundreds (200) distributer in maharastra and

approximate (1500) fifteen distributors in all over India. in which total 8 distributers are in Pune city.

Maharashtra is divided in total 32 zones, in which majors are Mumbai east, Mumbai west, Pune,

Aurangabad, Nasik road, Jalgaon, Dhule ,Nanderbar, Parwani, Malbon , Latoor etc.

2.5.4 AVERAGE SELLING OF K INGFISHER PACKAGE DR INK ING WATER

AND SODA PER MONTH IN PUNE CITY.

Table No.4.

WATER QUANTITY BOXES PER MONTH

RATE PER BOX

TOTALAMOUNT

200 ml 400 175 70000500ml 1800 108 194400

1 liter 10000 78 780000

2 liter 900 110 99000

5 liter 5OO 35 17500

20 liter 25000 35 875000

TOTAL 2035900

SODA

300 ml 400 160 64000

600ml 800 210 168000

2 liter 400 190 76000

TOTAL 308000TOTAL 2343900




34

2.5.5 Kingfisher sales department along with the names and duties of each staff

member is given below.

Mr.Umesh Malya

Chairman

Mr.Kishore Agarwal

CEO

Mr.Ashok Vartak

G.M

Mr. Mangesh Arnalkar

R.S.M

Mr.Pradeep Patil

A.S.M

Mr.Pankaj

Sales Executive




35

CHAPTER 3




36

RESEARCH METHODOLOGY

3.1) Research methodology

Research Approach Research Instrument

Contact Method

3.2) How it was done:

Research problem for the present study

The research plan

Data source: A) Primary data collection

B) Secondary data collection

3.3) Steps in research design process:

3.4) Research plan

Area

Sample size

Respondents

Methods of Collection

3.5) Limitation of the study




37

3.1 Research Methodology

The advanced learner dictionary of current English lays down the meaning of research as a ³careful

investigation or inquiry especially through search for new facts in any branch of knowledge.´

Readman and Mory defines research as ³ A systematized effort to gain new knowledge.´

The project was to involve a detail study of the market based on the consumers. The market available

for the study were distributer retail shops ,hotels and clubs. For estimating the market potential,

satisfaction and our own brand¶s market share different methods of primary data collection were

employed in the form of questionnaire ,structured and unstructured interviews and methods for

establishing facts about building marketing insights for packaging margins etc, were used .further to

accommodate the additional factors such as competitors present in the market , seasonal factor, and

promotional costs etc while calculating market potential were taken care of. An inter-brand

comparison as well as a brand awareness study to limited extends was also carried away. When

shorted and used properly, the data collection in the field can form the backbone of later marketingcampaigns.

Research Approach:

There are different research approaches and the research instrument that were employed during the

research work. The common research approaches for collecting the primary data are observations,

focus group, surveys and experiments.

In this case , a general survey to gain knowledge about the market, commonly known as the pilot

survey was undertaken where particularly information was gathered with respect to the brands,

people¶s / retailer¶s /consumer¶s perception so that it serves as a foundation to prepare the

questionnaire for collecting primary data and that it helps in deciding other methods to be adopted

which may be useful in gathering the necessary information.

Research Instruments

Marketing research have a choice of two main research instruments in collecting primary data ±

questionnaire and mechanical devices . mechanical devices are used frequently in marketing research

. It hold no relevance for this study and thus only questionnaire was used.




38

A questionnaire consists of set of questions presented to respondent for their answers .Because of its

flexibility, the questionnaire by far the most common instrument used to collect he primary data

questionnaire had to be carefully developed , tested and debugged before they are administered on

large scale . in preparing a questionnaire , the professional marketing

Researcher carefully chooses the question and their form, wording and sequence. in addition, the

form of question can influence the response. Marketing researchers distinguish between open end

questions and closed questions. Closed end questions pre-specify all possible answers and

respondents make choice among them. Open end questions allow respondents to answer in their own

words. open ±end questions often reveal more because they do not constrain respondents answers.

In this case too, questionnaire method was followed to collect primary data with respect to project

which was finally implemented after pre testing closed end, multiple choice questions were followedafter pre testing and closed end multiple choice questions were used to take minimum time of the

respondents.

DEALERS/RETAILERS QUESTIONNAIRE:

This questionnaire was designed for various retailers and dealers, which pass on the goods to the

ultimate consumers.

CONTACT METHODS:

Once the sampling plan has been determined, the marketing researcher must decide how the subject

should be contacted. The choices are mail, telephone, or personal interview. Telephone could be an

effective medium for getting a firsthand information.

For the purpose of market survey. I designed the research based on primary data. For the collection of

primary data I designed the structured questionnaire will use the method of direct interview.

Secondary data is used to supplement the primary research and in terms of capacity and profile of

package drinking water industry. Method was adopted to collect the data related to the study.




39

3.2 How it was done:

1. Research problem for the present study:-

Analyzing market of kingfisher drinking water and soda in Pune city.

2. The research plan: -

The research plan designed for gathering the needed information. designing research

plan calls for definitions on the information sources, research approach, research

instruments, sampling plan, contact method.

3. Data source: -

The plan calls for gathering primary as well as secondary data. Secondary data already

exists, having been collected foe some other purpose, while primary data consist of

original information collected for specific purpose.

Primary data:

In order to have first hand information to know the perception, preference and liking

of the retailers / dealers visiting various retail shops. All these persons are also

interviewed to know their feelings and attitudes about the facilities (margin, discounts)

and the services (promotional and other benefits) that the company people provide

them.

Secondary data:

For the project were collected from:

1. Various publications on related subject.

2. Various publications on area of work.

3. Newspapers, journals & business magazines and also from Internet.




40

3.3 step in research design process

1. Define the research problem

Research problem definition involves specifying the information needed by

management.

2. Estimate the value of information to provided by the research

Descriptive research is characterized by high degree of flexibility tends to rely on convenience

sample.

3. Select the data collection method

Survey research, information directly from respondent¶s shops.

4. Select the measurement technique

Questionnaire, instrument for asking information directly from a respondent¶s on the basis of

question asked by the interviewer.

5. Select the sample

Population, sample frame, sampling unit t, sampling unit, sampling method(non-probability),sample size, sample plan, and execution.

6. Select the analytical approach

Data analysis involves converting a series of recorded observations into descriptive statement.

7. Evaluate the ethics of research

Ethically sound research considers the interest of the general public, the respondents, the

clients, the research profession as well as those of researcher.

8. Estimate the time and financial cost

Time refers to time needed to complete the project. The financial requirement is the monetary

representation of personal time.




41

3.4 Research plan:

1. Area:

Since my research was pertaining to package drinking water and soda in retail outlets

in Pune city. There for all composite shops were included in my research.

2. Sample size:

My sample size was about 326 retail shops in Pune city.

3. Respondents:

I visited once at least every counter of the respective areas. My respondents were the

owner of the shops, salesman and purchase managers of different outlets.

4. Method of collection:

For collection of data I adopted questionnaire method. For the purpose I prepared a

questionnaire and went to the respondents. My research was related to packaged

drinking water trade, so at some places I faced a lot of problems in collection of data,

so I opted to adapt to interview method with respondents directly a make them feeleasy. For appointment I used telephone and asked for his permission.




42

3.5 Limitations of the study

While doing survey I found some limitations. The limitations I faced are given as under:

1) The study area restricted to only Pune city.

2) The project was to be completed within two months of time therefore the respondent could not

be studied in detail.

3) As the data were collected in one month of June and July the result could not be consistent for

the whole year.

4) The project is done in Pune city and therefore the findings may not be applicable to others city

or region.

5) For data collection from the market is very difficult because that person is very much busy in

their work so it is very difficult to an appointment.




43

CHAPTER 4

MARKET ANALYSIS

OF DIFFERENT

AREAS IN PUNE

CITY.




44

4.1 PUNE SUR VEY REPORT

AREA COVERED:

F.C. Road, Deccan Gymkhana, S.B. Road, Shivajinagar, Manpa ,Pune Station, Koregaon Park, M.GRoad, Sombar Peth, Sadasiv Peth, Magarpatta city, Hadapsar, Fatimanagar, Sasane nagar , Market

yard etc.

Table No.5

S. No. Particulars No.s

1 Total outlets covered 326

2 Total outlets dealing in package water 326

3 Total outlets dealing in kingfisher package drinking water 187

4 New outlets activated 97

5 Total outlets dealing in other brands of package drinking water 295

6 Total outlets dealing in package drinking soda 150

7 Total outlets dealing kingfisher package drinking soda 90


9 Total outlets dealing in other brands of package drinking soda 135

10 Total no. of distributer interviewed 08




45

4.2 Distributer¶sSurvey Report.




46

1 .A) From how many years you are in this business?

A) 0-2 years

B) 2-3years

C) 3-4 years

D) 4-5 years

Particular No. of Distributor Percentage

0-2 years 4 50%

2-3years 2 25%

3-4 years 1 12.5%

4-5 years 1 12.5%

INTERPRETATION:

The above Pie chart shows that:-

Kingfisher has total 8 distributer in Pune city in which almost 50% are verynew in this field . Having experience of 0-2 years.

Whereas only 25% having the experience of 2-3 years and only 12.5 % having more than 4 years.

50%

25%

12.5%

12.5%0-2 years

2-3years

3-4 years

4-5 years

Percentage of distributers




47

1. B) Do you have any other business ?

A) Yes

B) No

Particulars Number of distributors Percentage

YES 06 75%

No 02 25%

INTERPRETATION:

The above pie chart shows that:

Most of the kingfisher¶s distributor having another business parallel

Out of 8 distributer 6 says that they have another business.

75%

25%

yes

no





48

2. Do you get on time delivery at your door by the company?

A. Regular on time

B. Some time delayed

C. Always delayed

Particulars No. of Distributers Percentage

Regular on time 3 37.5%

Some time delayed 4 50%

Always delayed 1 12.5%

INTERPRETATION:

About 37% distributers only says that they get the delivery on time at their door step,and 13% distributer says that they always get late delivery where as 50% Distributer says that they get late delivery sometimes.

37%

50%

13%

Regular on time

Some time delayed

Always delayed







50

4. When do you do payment to the company?

A) At the time of delivery

B) After 2 to 5 days

C) After 7 days

D) After 15 days

Particulars No .of. Distributer Percentage

At the time of delivery 1 12%

After 2 to 5 days 5 62%

After 7 days 1 13%

After 15 days 1 13%

INTERPRETATION:


About 12% of distributer said that they do payment against the delivery; about 62%distributer says that they do payment after 2 to 5 days where as 13 % distributer says thatthey get partial credit for 15 days.

12£

62£

13£

13£

At the time of dilivery

Af ter 2 to 5 days

Af ter 7 days

Af ter 15 days





51

5. Do you get any support from company salesman in selling of product?

A) Yes

B) No

Particulars No. of Distributers Percentage

Yes 6 75%

No 2 25%

INTERPRETATION:

The above Pie chart shows that:

Most of the kingfisher¶s distributer said that they get full support by their company¶ssalesman. About 75% Distributer said yes they get support where as 25% distributer said thatno they do not get any support. In fact they do not require it.

75%

25%

Yes

No





52

6. Are you satisfied with the current supply facility of company with regards to final

delivery.

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied

Particulars No. of Distributors Percentage

Highly satisfied 2 25%

Satisfied 4 50%

Neutral 1 12%

Dissatisfied 1 13%

INTERPRETATION:

The above pie chart shows that :-

About 25% of kingfisher¶ distributer are highly satisfied with delivery or supply of products ,and about 50% of them are only satisfied ,where as 12% of them are not satisfied.

25%

50%

12%

13%

Highly satisfied

Satisfied

Netural

Dissatisfied





53

7) At what rate company gives you return (compensation) for damages.

A) 100%

B) 95%)

C) 90%

D) 85%

Particulars No. Of Distributers Percentage

100% 5 62%

95% 1 12%

90% 1 13%

85% 1 13%

INTERPRETATION:


Most of the distributer approx 62% said that they get 100% reimbursement in case of , and12% said that they get 95% reimbursement where as 13% distributers said that they only get90% of reimbursement and only 12% distributers said they get 85% reimbursement.

62%12%

13%

13%

100%

95%

90%

85%





54

8. A) Do you have distributer ship of any other brand.

A) Yes

B) No

Particulars No .of Distributers PercentageYes 3 37%

No 5 63%

INTERPRETATION:


About 37% distributer said that yes they have distributorship of other brand where as 63%distributor said no they do not have any other brand till now.

37%

63%

Yes

No





55

8. B) If no then do you want to move for the same & and why do you want to do the Same give

reason.

INTERPRETATION:

Most of the distributer given the answer for this question that yes they want to take distributorshipof other brand and they give only one reason that the profit margin does not allow them to maintainthe total cost and also the demand is not huge; therefore they are deciding to take distributorship of other brand. So that they can main daily allowances.




56

9) Do you get any banner or advertisement facility by company.

A) Some timesB) Regular

C) Never

Particulars No. of distributers Percentage

Some times 2 25%

Regular 2 25%

Never 4 50%

INTERPRETATION:


About 25% of distributer only said that they get banner and other facility for advertisementand promotion of product and 25% distributers said they get such things sometimes where as50% distributers said that they never get anything for promotion or advertisements.

25%

25%

50%

Some time

Regular

Never





57

10) which factor most effects you to take / keep distributorship of kingfisher package

drinking water/soda.

A) Profit margin

B) Regular supply

C) High demandD) Brand image

E) Others

Particulars No .of Distributers Percentage

Profit margin 1 12%

Regular supply 1 13%

High demand 1 12%

Brand image 4 50%

Others 1 13%

INTERPRETATION:

The above pie chart shows that :

More than 50% of distributer carries the distributorship because of the brand name i.e.Kingfisher package drinking water. Whereas very few have given the reason like profit,demand of the product etc.

12%

12%

13%

50%

13%

Profitmargin

Regular supply

High demand

Brand image

Others





58

11) What do you think about the packaging, capping and labeling of kingfisher package

drinking water and soda.

A) ExcellentB) Very good

C) GoodD) Fair

Particulars No. of distributers Percentage

Excellent 0 0%

Very good 1 12%

Good 2 25%

Fair 5 63%

INTERPRETATION:

The above pie chart show that

Most of the distributer about 63% said the packaging and capping of bottle of kingfisher package drinking water is only fair it¶s not very good , where as only 25% had said its goodand nobody had said it is excellent.

0% 12%

25%

63%

Excellent

V good

Good

Fair







60

TOTAL AREA COVERED

F.C. Road, Deccan Gymkhana, S.B. Road, Shivajinagar, Manpa ,Pune Station, Koregaon Park, M.G

Road, Sombar Peth, Sadasiv Peth, Magarpatta city, Hadapsar, Fatimanagar, Sasane nagar , Market

yard etc.

S. No. Particulars No.s

1 Total outlets covered 3262 Total outlets dealing in package water 326

3 Total outlets dealing in kingfisher package drinking water 187


5 Total outlets dealing in other brands of package drinking water 295

6 Total outlets dealing in package drinking soda 150

7 Total outlets dealing kingfisher package drinking soda 90


9 Total outlets dealing in other brands of package drinking soda 135

INTERPRETATION:

This bar chart diagram shows that:

Total shops visited in all area is 326, and all 326 retailers deals in package drinking water out of

which 187 are those retailer who deals in kingfisher package drinking water, in which 97 retailers

are new which is activated recently. It also shows that out of 326 , 295 retailers also deals with

other brands. Talking about soda water out of 326, 150 retailers deals in soda water in which only 90 retailers

deals in kingfisher soda water, from 90,35 retailers are newly activated where as 135 retailers who

deals in other brands of soda water.

0

50

100

150

200

250

300

350

1 2 3 4 5 6 7 8

326

187

97

295

150

90

35

135




61

1) MARKET STRUCTURE OF OUTLETS DEALING IN DIFFERENT BRANDS OF

( PACKAGED DR INK ING WATER )

AREA WISE:

SHIVAJI NAGAR(FARGUISION COLLEGE ROAD+ DECCAN)

Particulars No.of outlets PercentageBisleri 46 67.64

Kinley 44 64.7

Aquafina 60 88.23

Bailley 55 80.88

Kingfisher 44 64.7

Foster 45 66.17

Oxyrich 55 80.88

Others 18 26.47

Total outlet cover =68

INTERPRETATION:

The above bar chart shows that:

Sivaji Nagar is a very posh areas in Pune city .Aquafina is the market leader here in packageddrinking water with 88.23 after that bailley is sharing second position with oxyrich , after that bisleri, then foster, kingfisher is sharing fifth position having market share of 64.7% withkinley. Whereas 26.47 share goes to other local brands.

0

10

20

30

40

50

60

70

80

90

Bislery kinley Aquafina Baily Kingfisher Foster Oxyrich Others

46 44

6055

44 45

55

18

67.6464.7

88.23

80.88

64.7 66.17

80.88

26.47




62


(PACKAGED DR INK ING WATER).

AREA WISE:

SENAPATI BAPAT ROAD+ MODEL COLONYParticulars No.of outlets Percentage

Bislery 21 53.84

Kinley 21 53.84

Aquafina 25 64.1

Baily 27 69.23

Kingfisher 15 38.46

Foster 23 58.97

Oxyrich 25 64.1

Others 12 30.76

Total no .of outlets =39

INTERPRETATION:


Bailley is market leader in this area with 69.23% of share, which is followed by auafina and oxyrichhaving 64.1% followed by foster having market share of 58.97%, bisleri and kinley equally sharingthe with 53.84%,Kingfisher shares very less market in this area with38.46%, where as other localbrand shares 30.76% of market.

0

10

20

30

40

50

60

70


21 2125

27

15

2325

12

53.84 53.84

64.1

69.23

38.46

58.97

64.1

30.76




63

3) MARKET STRUCTURE OF OUTLETS DEALINGIN DIFFERENT BRANDS OF


AREA WISE

PUNE STATION AREA

Particulars No.of outlets Percentage

Bislery 15 55.55

Kinley 16 59.25

Aquafina 21 77.77

Baily 22 81.48

Kingfisher 15 55.55

Foster 16 59.55

Oxyrich 15 55.55

Others 13 48.14

Total no of outlets =27

INTERPRETATION:


Bailley is market leader in this area having market share of 81.48%,followed by aquafina having77.77% of market foster and kinley shares 59.55% of market in this area, where as bisleri,

kingfisher and oxyrich are sharing market with 55.55 %, and others are also sharing markethaving 48.14% which is very large amount in this area.

0

10

20

30

40

50

60

70

80

90


15 1621 22

15 16 15 13

55.5559.25

77.7781.48

55.5559.55

55.55

48.14




64


(PACKAGED DR INK ING WATER).

AREA WISE

MAHATMAGANDHI ROAD +KOREGAON PARK

Particulars No.of outlets PercentageBislery 13 65

Kinley 12 60

Aquafina 15 75

Baily 14 73.75

Kingfisher 10 50

Foster 10 50

Oxyrich 15 75

Others 8 40


INTERPRETATION:


Mahatma Gandhi road and koregaon park is very renowned place in pune city most of theshoping malls are situated in this area only. Here aquafina and oxyrich both are sharing themarket equally having 75% of market share, bailey with 73.75% and bisleri with65%,followedby kinley with 60% of market share whereas kingfisher and foster shares the market with50% of market share others are also doing with 40% of market share.

0

10

20

30

40

50

60

70

80


1312

15 14

10 10

15

8

6560

75 73.75

50 50

75

40




65


(PACKAGED DR INK ING WATER )

AREA WISE

KAR VE ROAD AREA


Bislery 19 79.16

Kinley 13 54.16

Aquafina 22 91.66

Baily 21 87.5

Kingfisher 10 41.66

Foster 13 54.16

Oxyrich 20 83.33

Others 12 50.00


INTERPRETATION:


Karve road is of course a very well known area in pune city and also a very pose area of pune ,here aquafina is market leader having 91.65% of market share followed by bailey with 87.5%

and oxyrich with 83.33 of market share, bislery shares the market with 79.16%,where as kinleyand foster shares the market with 54.16% and kingfisher shares the market only with 41.66%.

0

10

20

30

40

50

60

70

80

90

100


1913

22 21

1013

20

12

79.16

54.16

91.6687.5

41.66

54.16

83.33

50




66



AREA WISE :

SOMBAR PETH


Bislery 13 65

Kinley 15 75

Aquafina 15 75

Baily 09 45

Kingfisher 15 75

Foster 15 75

Oxyrich 10 50

Others 14 70


INTERPRETATION:


Somber peth is the one of the oldest peth in pune city and also very crowded area , here aquafinakingfisher, foster, kinley are market leader having 75% of market share followed by bisleri with65% of market share whereas oxyrich having 50% of share and bailey having 45% share, othersare also not behind in this area they having 70% of market share .

0

10

20

30

40

50

60

70

80


13 15 15

9

15 1510

14

65

75 75

45

75 75

50

70




67



AREA WISE

MAGARPATTA CITY

Particulars No.of outlets PercentageBislery 3 27.27

Kinley 8 72.72

Aquafina 10 90.9

Baily 8 72.72

Kingfisher 7 63.63

Foster 6 54.54

Oxyrich 8 72.72

Others 3 27.27


INTERPRETATION:


Magarpatta city is basically socity where around 5000 people are living and it is very renownedplace ,here Aquafina is leading brand having 90.9% of market share ,followed by kinley, oxyrichbailey with 72.72% of market share ,kingfisher share 63.63% of market in this area where asbisleri and others having very less market share in this area .

0

10

2030

40

50

60

70

80

90

100


38 10 8 7 6 8

3

27.27

72.72

90.9

72.72

63.63

54.54

72.72

27.27




68



AREA WISE

HADAPSAR


Kinley 21 65.62

Aquafina 26 81.25

Baily 25 78.12

Kingfisher 23 71.87

Foster 25 78.12

Oxyrich 23 71.87

Others 17 53.12


INTERPRETATION:


Hadapsar is basically a developing area of Pune city which is again a very pose area. Hereaquafina is market leader having 81.25%of market share followed by bailey and foster with78.12% of market share ,kingfisher and oxyrich in this are shares 71.87% of market. Whereaskinley with 65.62% of market share and bisleri shares only 59.37% of market .

0

10

20

30

40

50

60

70

80

90


19

2126 25 23 25 23

17

59.37

65.62

81.2578.12

71.87

78.12

71.87

53.12




69



AREA WISE

MARKET YARD


Kinley 20 68.96

Aquafina 19 65.51

Baily 19 65.51

Kingfisher 16 55.17

Foster 21 72.41

Oxyrich 17 58.62

Others 17 58.62


INTERPRETATION:


Market yard is also very pose area of pune city.in this area bisleri is market leader having79.31 % of market share followed by foster with 72.41% of market share then kinley shares68.96% of market whereas aqufina and bailey both shares the market with 65.51%. whereaskingfisher shares only 55.17% of market and others shares 58.62% of market .

0

10

20

30

40

50

60

70

80


2320 19 19

16

21

17 17

79.31

68.9665.51 65.51

55.17

72.41

58.62 58.62




70



AREA WISE

SASANE NAGAR


Bislery 18 72

Kinley 19 76

Aquafina 18 72

Baily 15 60

Kingfisher 17 68

Foster 18 72

Oxyrich 18 72

Others 20 80


INTERPRETATION:


Sasane nagar is basically out skirt area of pune. Here others means local brands are market leadekinley is second market leader in that area having 76% of market share followed by bisleri,aquafina, foster and oxyrichwith 72% of market share ,where as kingfisher shares the marketwith 68% of market share .

0

10

20

30

40

50

60

70

80


18 19 1815 17 18 18 20

7276

72

60

6872 72

80




71



AREA WISE

FATIMA NAGAR + NIBM CHOUK


Bislery 20 64.51

Kinley 21 67.74

Aquafina 24 77.41

Baily 20 64.51

Kingfisher 15 48.38

Foster 23 74.19

Oxyrich 24 77.41

Others 16 51.61


INTERPRETATION:


Fatima nagar and Niibm chouk area are 15-20 km far from main pune city it totally a new

developed area. Here aquafina and oxyrich both are market leader having 77.41 % of market

share followed by foster with 74.19% of market share ,kinley shares 67.74% of market and

bisleri shares 64.51 % of market where as kingfisher only shares 48.38% of market.

0

10

20

30

40

50

60

70

80


20 21 24 2015

23 2416

64.5167.74

77.41

64.51

48.38

74.1977.41

51.61




72

DATA

ITERPRETATIONFOR PACKAGE

DR INK ING WATER




73

1) Which package drinking water do you keep at your store?

A) Bislerri E) Foster B) Kinley F) Aqafina

C) Baily G) Oxyrich

D) Kingfisher H) Others

Particulars No.of Shops Percentage

Bislerri 210 64.44

Kinley 210 64.44

Baily 235 72.08

Kingfisher 187 57.36

Foster 215 65.95

Aqafina 255 78.22

Oxyrich 230 70.55

Others 150 46.1

INTERPRETATION:

The above chart shows that:

Out of 326 stores 210 stores keep Bisleri, 210 keep Kinley, 235 keep Baily, 215 keeps Foster, 255

keeps Aquafina, 230 keeps Oxyrich, whereas only 187 stores keep Kingfisher Package Drinking Water.

Aquafina has the highest market share which is 78.22% followed by Baily with 72.08% and Oxyrichwith &0.55%. where as kingfisher having the lowest market share of almost 57.36

0

50

100

150

200

250

300

Bislerri kinley baily kingfisher foster aqafina oxyrich others

210 210235

187

215

255230

150

64.44 64.44 72.0857.36 65.95

78.22 70.5546.1




74

2.) what do you think about the demand of kingfisher package drinking water of your retail

shop?

A) Very good

B) GoodC) Fair

D) Poor

Particulars No. of Retailers Percentage

Very good 30 16%

Good 35 19%

Fair 82 44%

Poor 40 21%

INTERPRETATION:

The pie chart shows that :

About 44% of the retail shops said that there is no heavy demand of kingfisher water from their store only 16% retailer says that its very good and around 19% said that its good where as 21 % saidthat the demand is very poor in fact.

16%

19%

44%

21%

% of demand of PDW

Very good

Good

Fair

Poor




75

3) Are you satisfied with the margin offered by kingfisher package drinking water?

A) Highly satisfiedB) Satisfied

C) NaturalD) Dissatisfied

E) Strongly dissatisfied

Particulars No . of Retailers Percentage

Highly satisfied 36 19%

Satisfied 52 28%

Neutral 67 36%

Dissatisfied 20 11%

Strongly dissatisfied 12 6%

INTERPRETATION:


Most of the retailers are neutrally satisfied with the profit margin of kingfisher which are around36%,whereas 28% retailers are satisfied and 19% retailers are only who are highly satisfied .

Also a large no of retailers dissatisfied with the profit margin which is almost 17%.

19%

28%36%

11%

6%

Satisf action level of margin

Highly satisfied

Satishfied

Netural

Dissatisfied

Strongly dissatisfied




76

4) What do you think about the pricing of kingfisher package drinking water?

A) Its higher than others

B) Its similar to others

C) Its lower than others

Particulars No. of Retailers Percentage

Its higher than others 85 46%

Its similar to others 92 49%

Its lower than others 10 5%

INTERPRETATION:


Most of the retailer found that the price per box is similar to other which almost 49% and 46%retailers found that it is higher than other brands.

Also few retailers said that it is lower than other brands which are almost 5%.

46%

49%

5%

Comparative pricing

Its higher than

Its similar to others

Its lower than others




77

5) After purchase order how many days it takes to reach the product at you store.

A) Same day

B) Next day

C) Day after next day

D) Not sure

Particulars No. of retail shops Percentage

Same day 30 16%

Next day 47 25%

Day after next day 64 34%

Not sure 46 46%

INTERPRETATION:

The above pie chart shoes that :

Most of retailers are not sure that when they get delivery of product after giving order to distributer which is around 34%.

Whereas only 16% retailers said that they get delivery on same days, 25% said they get it on nextday, and 25% said they get it day after next day.

16%

25%

34%

25%

Delivery time taken

Same day

Next day

Day af ter next day

Not sure




78

6) Are you satisfied with delivery facility of kingfisher package drinking water.

A) Strongly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied


Particulars No. of retailers Percentage

strongly satisfied 25 13%

satisfied 40 21%

neutral 55 30%

dissatisfied 47 25%

strongly dissatisfied 20 11%

INTERPRETATION:

The above pie chart shows that:-

Most of the retailers neutrally satisfied with delivery facility of kingfisher water which is around30%, only 21% of them are satisfied, and 11% of them are highly satisfied.

Whereas almost 25% are not satisfied, and 11% of them are strongly dissatisfied.

13%

21%

30%

25%

11%

Delivery f acility

Strongly satisfied

Satisfied

Neutral

Dissatisfied





79

7) How do you think about the packaging of kingfisher package drinking water?

A) Excellent

B) Very good

C) Good

D) Fair

E) Poor


Excellent 18 10%

Very good 29 16%

Good 38 20%

Fair 57 30%

Poor 45 24%

INTERPRETATION:


Almost 30% of retailers have said about the packaging of kingfisher water is fair, means not tooattractive , and 20% of them said its good, where as 16% said its very good but only 10% retailerssaid its excellent.

In spite all these there are large amount of retailers said that kingfisher package drinking water ispacked very poorly which is around 24%.

10%

16%

20%30%

24%

Packaging

exelent

Very good

Good

Fair

Poor




80

8) How do you push kingfisher package drinking water to customer?

A) Customer ask for the same

B) You give them kingfisher package drinking water directly.C) You ask them to take kingfisher package drinking water.

Particulars No. of retail Shops Percentage

Customer ask for the same 25 13%

You give them kingfisher package drinkingwater directly.

87 47%

You ask them to take kingfisher packagedrinking water.

75 40%

INTERPRETATION:


Most of the time retailer themselves push kingfisher package drinking water which is 47%, only13% time happen when customer themselves ask to give kingfisher package drinking water.

Whereas about 40% retailers said that they have to push the product to customer

13%

47%

40%

Customer Interests

Customer ask for the same

You give them kingfisher

package drinking water directly.

You ask them to buy kingfisher

package drinking water.




81

9) Have you got any complain from your customer regarding kingfisher package drinking water.

A) Yes

B) No


Yes 60 32%

No 127 68%

INTERPRETATION:


Many of the retailers have got some complain about the kingfisher package drinking water, whichis almost 32%.

Whereas almost 68% retailers have not got any complains.

32%

68%

Complains

Yes

No




82

9.B) If yes then chose the reason.

A) Regarding labeling

B) Regarding capping of bottle

C) Regarding tasteD) Regarding price per bottle


Regarding labeling 15 25%

Regarding capping of bottle 30 50%

Regarding taste 10 17%

Regarding price per bottle 5 4%

INTERPRETATION:


Most of the retailers had got complained about capping of bottle which is 50%, and about 25%retailers got complained regarding labeling of bottle.

Whereas 17% have got complained of taste, and 4% for price per bottle.

25%

50%

17%

8%

Complain Topics

Reguarding labling

Reguarding capping of bottle

Reguarding taste

Reguarding price per bottle






84

11) How frequently company sales men visit your shop?

A) Everyday

B) Every alternate day

C) WeeklyD) Not confirm


Everyday 34 18%

Every alternate day 45 24%

Weekly 77 41%

Not confirm 31 17%

INTERPRETATION:


Most of the retailers said that company sales men visit their shops once in a week which is almost41%,and 17% said they usually comes but it is not confirm how frequently.

Whereas 24% retailers said that they visit their shop after every alternate days, and very few saidthey visit them daily which is 18%.

18%

24%

41%

17%

Visits of Company Salesman

Everyday

Every alternate day

Weekly

Not confirm




85

12) How do you place order to you distributer.

A) Through salesman

B) Through phoneC) Through distributor' agents


Through salesman 125 67%

Through phone 42 42%

Through distributor' agents 20 20%

INTERPRETATION:


Most of the retailers said that they place their by company salesman which is 67%, and 22% havesaid that they do it through phone.

Whereas 11% only said that they place the order by distributers¶ agent.

67%

22%

11%

Order Place

Salesman comes

Through phone

Distributor' agents comes




86

13) How do you pay to your distributer.

A) Cash against delivery

B) Post dated cheque

C) Bill to bill

D) On credit


Cash against delivery 128 68%

Post dated cheque 18 10%

Bill to bill 24 13%

On credit 17 9%

INTERPRETATION:


Most of retailers which is almost 68% who do their payment against delivery, and 10% said

that they give post dated cheque.

Whereas 13%said they pay it bill to bill, and only 9% said that they get credit.

68%

10%

13%

9%

Payment Creteria

Cash against delivery

Post dated cheque

Bill to bill

on credit




87

DATA

ITERPRETATION

FOR

PACKAGE

DR INK ING

SODA.




88

1) Which soda water do you keep at your store?

A) Coca-cola D) Foster

B) Kinley E) Laher

C) Kingfisher F) Others

Particulars No. of retailers PercentageCoca-cola 95 63.33

Kinley 120 80

Kingfisher 90 60

Foster 70 46.66

Laher 95 63.33

Others 40 26.66

Total retail shops = 150

INTERPRETATION:


Out of 150 retailers 120 retailers deals with kinley soda water, 95 retailers deals with coca-

cola,90 retailers deals with kingfisher soda water .where as 95 retailer¶s deals with laher, 70

retailers deals with foster soda water.

0

20

40

60

80

100

120

Coca-cola Kinley Kingfisher Foster Laher Others

63.33

80

60

46.66

63.33

26.66

95

120

90

70

95

40




89

2) What do you think about the demand of kingfisher soda water of your retail shop?

A) Very good

B) Good

C) Fair D) Poor

Particulars No.of retailers Percentage

Very good 10 11

Good 16 17

Fair 21 24

Poor 43 48

Total retail shops =90

INTERPRETATION:


Approximate 48% retailers give their opinion about kingfisher soda demand in market is very poor and 24% retailers said the demand is fair .where as 17% said the demand is good and 11%said thedemand is very good.

11%

17%

24%

48%

Demand of PDS

Very good

Good

Fair

Poor




90

3) Are you satisfied with the profit margin offered by kingfisher soda water?

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied



Highly satisfied 5 5

Satisfied 11 13

Neutral 17 19

Dissatisfied 32 36

Strongly dissatisfied 25 27


INTERPRETATION:


Approximate 27% of retailers said they are strongly dissatisfied with profit margins of kingfisher soda ,36%said they are dissatisfied, where as 19% retailers said they are neutrally satisfied withprofit margin of kingfisher soda and and only 18% retailers said they are satisfied with profitmargin of kingfisher soda.

5%

13%

19%

36%

27%

Prof it Margin Of Kingf isher Soda

Highly satisfied

satisfied

neutral

dissatified





91

4) What do you think about the pricing of kingfisher soda water?


B) Its similar to othersC) Its lower than others


Its higher than others 53 59Its similar to others 31 34

Its lower than others 6 7


INTERPRETATION:


Approximately 59% retailers said that the price of kingfisher soda water is higher than others ,

on the other hand 34%retailers said it is similar to other brands and 7 % said that its lower

than others.

59%

34%

7%

Comparative Rates With Other Soda Brands

Its heigher than others

Its similar to others

Its lower than others




92


A) same day

B) Next day

C) Day after next dayD) Not sure

Particular No. of retailers Percentage

same day 16 18

Next day 18 20

Day after next day 21 23

Not sure 35 39


INTERPRETATION:


About 39% retailers are not sure whether they will get their order or not, and about 23 said that they getdelivery day after next day after, only 20% said that they get it on next day where as Only 18% said tha

they get it on same day.

18%

20%

23%

39%

Time Taken In Delivery

Same day

Next day

Day af ter next day

Not sure




93

6) Are you satisfied with delivery facility of kingfisher soda water?


B) Satisfied

C) Neutral

D) Dissatisfied



Strongly satisfied 6 7

Satisfied 16 18

Neutral 21 23

Dissatisfied 19 21



INTERPRETATION:


Approximately 52% retailers are not satisfied with the delivery of kingfisher soda. Onthe other hand only 48% retailers are satisfied with delivery of kingfisher soda.

7%

18%

23%

21%

31%

Delivery Facility

Highly satisfied

satisfied

neutral

dissatified





94

7) Have you got any complain from your customer regarding kingfisher soda water.

A) Yes

B) No

Particulars No. of retailers PercentageYes 53 59

No 37 41


INTERPRETATION:


About 59% retailers got complain about kingfisher soda water, where as 41% retailers said they donot got any complain.

59%

41%

Complains

Yes

No




95

7. B) If yes then chose the reason.

A) Regarding labelingB) Regarding capping of bottle

C) Regarding tasteD) Regarding price per bottle


Regarding labeling 17 19

Regarding price per bottle 8 9

Regarding taste 52 58

Regarding price per bottle 13 14


INTERPRETATION:


About 58% retailers got complain by their customer regarding taste of kingfisher soda water Whereas 28% complained about packaging of bottle.

19%

9%

58%

14%

Complain Topics

Reguarding labelling

Reguarding capping of bottle

Reguarding taste

reguarding price per bottle




96

8) Are you satisfied with the replacement policy of kingfisher soda water?

A) Highly satisfied

B) Satisfied

C) Neutral

D) DissatisfiedE) Strongly dissatisfied


Highly satisfied 3 3

Satisfied 5 6

Neutral 7 8

Dissatisfied 35 39



INTERPRETATION:


About 83% retailers are strongly dissatisfied with replacement policy of kingfisher sodawhere as 17% retailers are satisfied with their replacement policy.

3%

6% 8%

39%

44%

Replacement Policy

Highly satisfied

satisfied

neutral

dissatified







98

5.1 FINDINGS

Kingfishers having very good impression in market because of other product like kingfisher beer,

kingfisher airlines, and kingfisher fertilizers but not in the kingfisher package drinking water and

soda.

Kingfisher is not directly involved in producing of package drinking water and soda, his franchises

companyµs Iceberg food is doing this and using kingfisher logo therefore they may not be maintainingthe quality of product.

Though production and marketing of kingfisher package drinking water and soda is done by iceberg

food ltd. They are not giving attention for promotional scheme and more on advertising.

5.2 Finding from distributors interview.

Most of the distributers are new in this field and also having other business to do, they

kept it as a side business. Therefore they are not able to concentrate.

Distributors having scarcity of goods. Like if they have 1 lit of waters then they do not

have 2 lit or 5 lit water. If they have 6 ml of soda then they do not have 300ml of soda.

Distributers are not very happy with profit margin of kingfisher package drinking water

and soda as well.

Distributers get credit facility sometimes. (Credit facilities are not same for all

distributer)

Company employees are regular in contact with the distributer but not able to give

appropriate suggestions or training to them.

Sometime distributor does not get damage compensations. From kingfisher package

drinking water/soda.

Distributer does not get banner and advertising material so that they can give it to

retailers.

Due to the casual; packaging of bottle and cartoons sometime it is very difficult to

distribute.




99

5.3 Findings from retailer¶s interview

Kingfisher has only 50-55 % of market share in Pune city.

The demand of kingfisher package drinking water is comparatively good, but notlike other competitive brands.

Profit margin is the most attractive thing from the retails point of view.

Most of the area is not covered by kingfisher¶s distributors, Sales executive or

sales man.

Kingfisher product¶s price is either at per or lowers than the competitor¶s

product.

Retailers are not able to get delivery on time.

The kingfisher does not provide credit facility to retailers even not by

distributers.

Retailers always get complain about the packaging of package drinking water

and soda.

Retailer does not get any replacement of damages generally.

The delivery of the distributor of kingfisher is not up to date.

The overall image of kingfisher is not so good in Pune city.




100

5.4 Suggestion;-

They should appoint an inspection team those who can visit the manufacturing plant and

check quality of product time to time.

Company employees should regularly contact to distributers as well as retailers and also

provide special training to distributor so that they can come up faster with delivery to retailers.

Company should offer more promotional scheme to increase their sale.

Company should always inform about the promotional scheme to the retailer and also take up

to date from retailers whether the distributors are providing promotional scheme to them or

not.

Company should improve on their supply which is not meeting required level.

Appoint distributors who already been in that line for many years.

They must do some television advertisements.

Company should provide promotional scheme like.

Selling of amount A Box will give free amount of B Box .

Selling of amount A box will give free ticket to different holy places like Siridi.,

Rameswaram, Tirupati balaji etc.

Selling of amount A box will give free goods like freeze, television, gasstops which is

basically done by medicines manufactures or company.




101

5.5 SWOT ANALYSIS

STRENGTHS

y Established name as company isoperating since 1857 successfully, sohas got strong customer loyalty.

y Brand image is very high than itscompetitors, its sales officers havegot easy access within the corporate.

y Its purification system is very good.

y Bottling for U B GROUP limited.

y Company is enjoying the latesttechnology of production.

y Company is serving all over Maharashtra.

y Low rates compare to competitorslike bisleri, aquafina,leher.

WEAKNESSES

y The high price of 20 liter jar.

y We are unable to provide chilledwater.

y Poor after sales service.

y Promotion of product is rare.

y No stress on massive advertisement

of the product.

y The company is having a small salesforce with low morale andprofessionalism.

y Packaging of the product is notattractive.

y Poor distribution channels &irregular visit to market.

y High price of 1ltr water as comparedto the local players.




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OPPORTUNITIES

y Wide market still remainsunexplored.

y People are getting more healthconscious.

y Municipalities are supplying impurewater.

y Strong brand image of kingfisher also become USP for shops, offices& institutes.

y

Persistent water scarcity.

y Can increase its market shares byadvertisement and aggressivemarketing. company can use more of its production capacity.

y Company has license to servepackage water in all over India socompany can easily go for other states in order to tap the large

unrepresented market.

y New services could be attached e.g.after sales services.

y More emphasize should be givento2ltr.bottle as there is less no. of competitors.

THREATS

y Bisleri, aquafina and other companies are serving packageddrinking water in all over India.Competition from other companiesand well established brandsoperating in the market.

y Consumers are becoming morebrand loyal rather than qualityconscious.

y Attractive schemes are provided bythe competitors for their brandpromotion.

y Public relation & promotionalactivities are inadequate in Punecity.

y Eureka fobs and aqua guard aretrying to capture the market.

y Local players are growing very fastin market.




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CONCLUSION

While concluding this, I agree that sales promotion activities help to increase the sales of the

company.

Kingfisher is carrying out different sales promotion activities like, special schemes to delight

the customers, promotion through providing retailer POP etc. and they are getting positive

response for their sales promotion activities. But these activities are not carrying for packaged

drinking water, like bisleri is doing.

Kingfisher packaged drinking water is not present all over India, so company can easily go for

other states in order to tap the large un represented market.

Kingfisher is not directly involved in production of package drinking water & soda, hisfranchisee company¶s are doing this & using kingfisher logo. So due to money they are not able

to promote the product all over India as others are doing.

Manufacturing is also not centralizing. Therefore they are not able to maintain the same quality

in terms of water taste as well as bottle quality

From these studies it was found that there is an increase in sale. But they need to do hard work

to become market leader.

Kingfisher (PDW&SODA) customers and retailers are not fully satisfied with all the facilitiesprovide by kingfisher, except the brand name which is blinking in the mind of customers.








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4. When do you do payment to the company?

A) At the time of delivery

B) After 2 to 5 days

C) After 7 days

D) After 15 days

5. Do you get any support from company salesman in selling of product?

A) Yes

B) No

6. Are you satisfied with the current supply facility of company with regards to finaldelivery.

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied

7) At what rate company gives you return (compensation) for damages.

A) 100%

B) 95%

C) 90%

D) 85%

8. A) Do you have distributer ship of any other brand.

A) Yes

B)No




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8. B) If no then do you want to move for the same & and why do you want to do

the same give reason.

9) Do you get any banner or advertisement facility by company?

A) Some times

B) Regular

C) Never

10) which factor most effects you to take / keep distributorship of kingfisher packagedrinking water/soda.

A) Profit margin

B) Regular supply

C) High demand

D) Brand image

E) Others

11) What do you think about the packaging, capping and labeling of kingfisher package

drinking water and soda.

A) Excellent

B) Very good

C) Good

D) Fair




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QUESTIONNAIRE FOR RETAILER

1) Which package drinking water do you keep at your store?

A) Bisleri E) Foster

B) Kinley F) Aqafina

C) Baily G) Oxyrich

D) Kingfisher H) Others

2) What do you think about the demand of kingfisher package drinking water of your retail shop?

A) Very good

B) Good

C) Fair

D) Poor

3) Are you satisfied with the margin offered by kingfisher package drinking water?

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied


4) What do you think about the pricing of kingfisher package drinking water?


B) Its s similar to others





109


A) same day

B) Next day


D) Not sure

6) Are you satisfied with delivery facility of kingfisher package drinking water?


B) Satisfied

C) Neutral

D) Dissatisfied


7) What do you think about the packaging of kingfisher package drinking water?

A) Excellent

B) Very good

C) Good

D) Fair

E) Poor




110

8) How do you push kingfisher package drinking water to customer?

A) Customer ask for the same

B) You give them kingfisher package drinking water directly.

C) You ask them to take kingfisher package drinking water.

9) A) Have you got any complain from your customer regarding kingfisher package drinkingwater.

A) Yes

B) No

9) B) If yes then chose the reason.



C) Regarding taste

D) Regarding price per bottle

10) Are you satisfied with the replacement policy of kingfisher packagedrinking water.

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied





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11) How frequently company sales men visit your shop?

A) Everyday

B) Every alternate day

C) Weekly

D) Not confirm

12) How do you place order to you distributer.

A) Through salesman

B) Through phone

C) Through distributor' agents

13) How do you pay to your distributer?

A) Cash against delivery

B) Post dated cheque

C) Bill to bill

D) On credit




112

QUESTIONNAIRE FOR RETAILER/SODA WATER

1) Which soda water do you keep at your store?

A) Coca-cola D) Foster

B) Kinley E) Laher

C) Kingfisher F) Others

2) What do you think about the demand of kingfisher soda water Of your retail shop?

A) Very good

B) Good

C) Fair

D) Poor

3) Are you satisfied with the margin offered by kingfisher soda water?

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied





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4) What do you think about the pricing of kingfisher soda water?


B) Its similar to others



A) same day

B) Next day


D) Not sure

6) Are you satisfied with delivery facility of kingfisher soda water?


B) Satisfied

C) Neutral

D) Dissatisfied


7) Have you got any complain from your customer regarding kingfisher soda water.

8) Yes

9) No



7. B) If yes then chose the reason.



C) Regarding taste

D) Regarding price per bottle

8) Are you satisfied with the replacement policy of kingfisher soda water.

A) Highly satisfied

B) Satisfied

C) Neutral

D) Dissatisfied


Documents

santosh project (Repaired)1