Study of Brand Awareness of Packaged Drinking Water Conducted at Kingfisher

8/17/2019 Study of Brand Awareness of Packaged Drinking Water Conducted at Kingfisher

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A

Project Study Report

On

“STADY OF BRAND AWARENESS OF COOL PACKAGEDDRINKING WATER”

Submitted in partial fulfillment for the Award of degree

of

Batchelor of Business Administration

SESSION - 2007-2010

Submitted By: - Submitted o:-

An!ali "handel#al Surya $ashmi $a#at

%art IIIrd year &O' BBA 'e(artment


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ACKNOWLEDGEMENT

My sincere and heartfelt thanks to our college chairman Dr !G "ose#h for

ha$ing gi$en me an o##ortunity to undertake this #ro%ect &ork' as #art of my

curricular re(uirements

My thanks also to the #rinci#le of Garden City College for his a##reciation and

leadershi#

) greatfully ackno&ledge &ith gratitude *rof *ious Thomas' #rogramme

Director' M+A for authori,ing me to carry out my internshi# #ro%ect and thus

hel#ing me to com#lete it successfully

My sincere thanks to Mr Go#ala Krishnan' De#uty General Manager'

Esta-lishment . Mr /hettigar' Assistant Manager' *ersonnel De#artment'M/)L +angalore for allo&ing me to undertake my #ro%ect &ork in his domain of

o#erations

My sincere thanks to all mem-ers of my family and friends &ho ha$e in many

&ays contri-uted to see me through the successful com#letion of this #ro%ect

&ork

Anjali Khandelwal

2


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E0ecuti$e /ummary

O+"ECT)!E O1 T2E /T3D4

! T" #ind "$% &'and awa'ene(( "# C""l Pa)*a+ed D'in*in+ Wa%e' inBan+al"'e Ci%,-

2! T" #ind "$% (ale( .e'#"'/an)e in /a'*e%-0! T" anal,1e 'e%aile' .e')e.%i"n %"wa'd( COOL .a)*a+ed D'in*in+ wa%e'-! T" )"/.a'e %he .e'#"'/an)e COOL .a)*a+ed d'in*in+ wa%e' wi%h "%he'

&'and(-

5E/EA5C2 MET2ODOLOG4

S$'3e, /e%h"d "# 'e(ea')h wa( $(ed #"' %hi( .'"je)% and %he .'i/a', da%a a'e %a*en in%" )"n(ide'a%i"n #"' %he ("$')e "# %hi( .'"je)% en%i%led 4 A (%$d, "# &'and awa'ene((%"wa'd( )""l .a)*a+ed d'in*in+ wa%e'5

The "%he' in#"'/a%i"n $(ed in %he (%$d, ha( &een )"lle)%ed #'"/ %he ann$al 'e."'%(and 3a'i"$( ("$')e( "# 'e(ea')h-

/AM*L)NG *LAN

A (a/.le i( a ."'%i"n "# ($&(e% "# a la'+e .".$la%i"n- In /a'*e%in+ 'e(ea')h and a)"/.le%e +'"$. "# .e".le "' en%i%ie( (h"win+ (a/e )"//"n (e% "# )ha'a)%e'i(%i)(6 %he+'"$. #'"/ whi)h a (a/.le i( %a*en i( *n"wn a( .".$la%i"n-

F"' %he (%$d, n"n7.'"&a&ili(%i) (a/.le ha( &een e/.l",ed- The (a/.le wa()h"(en "n %he &a(i( "# )"n3enien)e %ha% %he da%a a'e )"lle)%ed #'"/ %he .e".le wh"a'e )"n3enien%l, a3aila&le-

*LAN O1 ANAL4/)/

The anal,(i( "# %he "&%ained da%a %h'"$+h %he #ield w"'* i( in%ended %" &e anal,1ed%h'"$+h %he /ean( "# (%a%i(%i)al %""l( li*e &a' )ha'% e%)-

The ma%or findings of the study are6

The )$(%"/e'( and 'e%aile'( a'e n"% well awa'e "# )""l .a)*a+ed d'in*in+

wa%e'-

O$% "# %he 89 'e%aile'(6 "nl, 8 'e%aile'( a'e (ellin+ COOL and 9 'e%aile'(

awa'e "# i%-

0


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:"(% "# %he 'e%aile'( and )$(%"/e'( a'e awa'e "# &'anded d'in*in+ wa%e' li*e

A;$a#ina6 Bi(le'i6 Kinle,6 e%)-6 %hi( i( d$e %" %hei' e


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CONTENT/

C2A*TE5 7

- Gene'al In%'"d$)%i"n-2 The"'e%i)al Ba)*+'"$nd "# %he (%$d,-0 Ind$(%'ial Ba)*+'"$nd "# %he (%$d,

C2A*TE5 8 5E/EA5C2 DE/)GN 2- S%a%e/en% "# %he P'"&le/ 2-2 Re3iew "# Li%e'a%$'e 2-0 O&je)%i3e "# %he S%$d, 2- O.e'a%i"nal De#ini%i"n "# C"n)e.%( 2-8 Re(ea')h De(i+n "# %he S%$d,

2-> S"$')e "# Da%a

2-? Sa/.lin+ Plan 2-@ Da%a C"lle)%i"n In(%'$/en%( 2- O'+ani1a%i"n "# Field W"'* 2-9 Da%a P'")e((in+ and Anal,(i( Plan 2- Li/i%a%i"n( "# %he S%$d,

C2A*TE5 9 *5O1)LE O1 T2E )ND3/T54 . COM*AN4

0- O'i+in "# %he O'+ani1a%i"n 0-2 i(i"n and :i((i"n S%a%e/en% 0-0 Di3i(i"n O# %he C"/.an, 0- O'+ani1a%i"nal S%'$)%$'e

C2A*TE5 : DATA ANAL4/)/ AND )NTE5*5ETAT)ON

- P'"#ile "# %he Re(."nden%( -2 C"n($/e' P'"#ile -0 Re%aile' P'"#ile

C2A*TE5 ; 1)ND)NG /3GE//T)ON/ . CONCL3/)ON/ S$//a', "# Findin+(

Re)"//enda%i"n( and S$++e(%i"n( C"n)l$(i"n(

A**END)<

Bi&li"+'a.h, Anne


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LIST OF TABLES

S-N- TABLE NO-

TABLE TITLE P-N-

0- Ta&le (h"win+ 'e(."nden%( &a(ed "n a+e2 0-2 Ta&le (h"win+ 'e(."nden% &a(ed "n +ende'

0 0-0 Ta&le (h"win+ 'e%aile'( &a(ed "n a'ea )"3e'ed

- Ta&le (h"win+ %he n$/&e' "# 'e%aile'( (ellin+ .a)*a+ed d'in*in+wa%e'

8 -2 Ta&le (h"win+ 3a'i"$( &'and( a3aila&le in 'e%ail "$%le%(

> -0 Ta&le (h"win+ n$/&e' "# 'e%aile'( (ellin+ )""l .a)*a+edd'in*in+ wa%e'

? - Ta&le (h"win+ %he ".ini"n a/"n+ 'e%aile'( a( /a


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LIST OF GRAPHS SL-NO- GRAP

NO

GRAP TITLE PAGE NO-

0- G'a.h (h"win+ 'e(."nden% "n a+e 19

2 3.2 G'a.h (h"win+ 'e(."nden% &a(ed "n +ende' 21

0 4.1 G'a.h (h"win+ %he n$/&e' "# 'e%aile'( (ellin+ .a)*a+edd'in*in+ wa%e'

25

4.2 G'a.h (h"win+ 3a'i"$( &'and( a3aila&le in 'e%ail "$%le% 27

8 4.3 G'a.h (h"win+ %he n$/&e' "# 'e%aile'( (ellin+ )""l .a)*a+edd'in*in+ wa%e'

29

> 4.4 G'a.h (h"win+ %he ".ini"n a/"n+ 'e%aile'( a( /a


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7 7 C2A*TE5 6 7 GENE5AL )NT5OD3CT)ON

+5AND AWA5ENE//

B'and Awa'ene(( i( a )"//"n /ea($'e "# /a'*e%in+ )"//$ni)a%i"n(e##e)%i3ene((- naided awa'ene(( i( (."n%ane"$( aided "' .'"/.%ed awa'ene(( i(when %he na/e i( 'e)"+ni(ed a/"n+ "%he'( %ha% a'e li(%ed "' iden%i#ied- A ne)e((a',)"//$ni)a%i"n "&je)%i3e 'e#le)%in+ %he lin* in /e/"', &e%ween %he &'and and %heneed i% #$l#il( )a%e+"', need!-

The li*elih""d %ha% a .a'%i)$la' &'and will &e %h"$+h% "# and 'e)"+ni(ed#a3"$'a&l,! when )"n($/e' %hin* "# %he .'"d$)% in whi)h %he &'and ".e'a%e(-

The &'and i( a( (%'"n+ a( i%( “wea*e(% lin*”- Li*e a )hain %he'e ha( %" &e(%'en+%h all %he wa, al"n+ a &'and5( &$(ine(( #"' i% %" &e ($(%aina&le-I# "ne lin* i( wea*6 %han %he wh"le )hain will #ail- Tha% i( wh, e3e',&"d, in3"l3ed in%he &'and )hain i( "# i/."'%an)e and wh, e3e',&"d, in %he )hain /$(% &e =+randA&are> Th$( %he #a(% /"3in+ )"n($/e' +""d "' )"n($/e' (e'3i)e &'and will need(*illed .'a)%i%i"ne'( in ad3e'%i(in+ #"' e


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A )"/.an, ha( "nl, "ne )han)e "# i/.'e((in+ a )$(%"/e' %h'"$+h a #i'(% )la(( .'"d$)% and (" "n)e a )$(%"/e' i( (a%i(#ied wi%h %he .'"d$)% and he +"e( #"' a 'e.ea% .$')ha(e &'and 'e)"+ni%i"n 'e($l%(- The )"n($/e' n"w 'e)"+ni(e( %he .'"d$)% wi%h i%(na/e and a%%'i&$%e(- e a((")ia%e( %he .'"d$)% wi%h a (e% "# a((e%( and ;$ali%ie( and%hi( )'ea%e( &'and e;$i%, #"' %he .'"d$)%-

C'ea%i"n "# a (%'"n+ &'and ha( &een (aid d"e( n"% end in la$n)hin+ a &'and &$%end( whe'e i% #"'/( an iden%i%, "# i%( "wn- S$))e((#$l )'ea%i"n "# a &'and de.end( "n%he #"ll"win+ a%%'i&$%e( =

+rand A&areness = .'"d$)% enj",( %". "# %he /ind 'e)all in %he )a%e+"', "# .'"d$)%( =

The Awa'ene(( P,'a/id

*ercei$ed ?uality 6 The'e i( a 'ea("n %" &$, ,"$' .'"d$)% a( ,"$ ha3e di##e'en%ia%ed,"$' .'"d$)% #'"/ "%he'(- I% i( %he )$(%"/e'5( .e')e.%i"n "# %he "3e'all ;$ali%, "' ($.e'i"'i%, "# a .'"d$)% "' (e'3i)e wi%h i%( in%ended .$'."(e6 'ela%i3e %" al%e'na%i3e(-

+rand associates 6 Y"$' &'and i( a((")ia%ed wi%h )e'%ain e/"%i"n(6 #eelin+( and;$ali%ie( and al(" wi%h ("/e %an+i&le &ene#i%( li*e #'ee&ie(-

+rand loyalty 6 C"n($/e' 'e%$'n( &a)* %" ,"$' .'"d$)% e3en a#%e' ha3in+ a )h"i)e "# /an, "%he' .'"d$)%( in /a'*e%-

B'and 'e)all

B'and Re)"+ni%i"n

-.llll*Hn*nn*nn

nijhhhi


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78 T2EO5ET)CAL +ACKG5O3ND O1 T2E /T3D4

MA5KET)NG6

:a'*e%in+ 'e.'e(en% %he &"$nda', &e%ween %he /a'*e% .la)e and %he )"/.an,and *n"wled+e "# )$''en% and e/e'+in+ ha..enin+( in %he /a'*e% .la)e- The/a'*e%in+ )"n)e.% i( %he .hil"(".h, "# &$(ine(( and (e% "# "&je)%i3e ena&lin+"'+ani1a%i"n e/&'a)e %he idea %ha% %he, )an (a%i(#, )$(%"/e' need( &e%%e' %han %hei' )"/.e%i%"'(-

The A/e'i)an /a'*e%in+ a((")ia%i"n A:A! de#ine( /a'*e%in+ a( “%he .e'#"'/an)e "# &$(ine(( a)%i3i%ie( %he di'e)% %he #l"w +""d( and (e'3i)e( #'"/

.'"d$)e' %" )"n($/e' "' $(e'(” K"%le' ha( de#ined /a'*e%in+ a( (")ial and /ana+e'ial .'")e(( &, whi)h indi3id$al( and +'"w( "&%ain wha% %he, need and wan% %h'"$+h)'ea%in+6 "##e'in+ and e


11/70


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F'an)e @-8Ind"ne(ia ?-S.ain 8-8India 8-All "%he'( 0-

Total 7;:9

Gro&th

A la'+e n$/&e' "# (/all $ni%( )a/e $. d$'in+ 7299>- %he ($dden .'"li#e'a%i"n "# (/all $ni%( i( d$e %" +"3e'n/en% ."li),- N"w we )an al(" (ee %ha% /edi$/ #a/il,)la(( )"n($/e( .a)*a+ed d'in*in+ wa%e'- S" d$e %" hi+h )"n($/e'( 'a%i"6 /an, (/all$ni%( ha( &een a''i3ed-

2


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C2A*TE5@8

5E/EA5C2 DE/)GN

87 /tatement of the #ro-lem

:"de'n /a'*e%in+6 whi)h ha( %" &e d"ne in )"/.e%i%i3e en3i'"n/en% 6)all( #"' de3el".in+ a ;$ali%a%i3e .'"d$)%6 .'i)in+ i% a%%'a)%i3el, /a*in+ i% 'eadil, a3aila&le anda))e.%a&le %" %he %a'+e% )$(%"/e'(-

The (%$d, i( )"nd$)%ed "n %he %".i) 4A (%$d, "n &'and awa'ene(( "# 4)""l5 .a)*a+edd'in*in+ wa%e' "n &ehal# "# :SIL- C""l i( newl, in%'"d$)ed .'"d$)% "# %he :SIL-B'and awa'ene(( "#5)""l5 .a)*a+ed d'in*in+ wa%e' in %he /a'*e% 'e;$i'e( a +'ea% deal)hallen+e( #"' :SIL- Anal,(in+ %he /a'*e% a#%e' in%en(i3e 'e(ea')h and ($'3e, will &ehel.#$l #"' :SIL %" iden%i#, and de()'i&e i%( 'i+h% &$,e'(6 $nde'(%and %hei' .'e#e'en)e#"' .'"d$)%6 %hei' (a%i(#a)%i"n le3el need( awa'ene(( and %" #ind "$% whi)h )"/.e%i%"'(a'e d"in+ well in %he /a'*e%-

88 5E!)EW O1 L)TE5AT35E

F"' %hi( (%$d, %he #"ll"win+ &""*( and we&(i%e we'e 'e3iewed-

+ooks

Marketing management@ -y *hili# kotler

Thi( &""* wa( 'e#e''ed %" $nde'(%and %he )"n)e.% "# /a'*e%in+ and ("/e".e'a%i"nal de#ini%i"n( li*e /a'*e%6 &'and(6 'e%aile'(6 (a%i(#a)%i"n(6)"n)e.%( "# /a'*e% anal,(i( and /a'*e%-

5esearch Methodology@ -y *amela and coo#er

Thi( &""* wa( 'e#e''ed #"' &a(i) )"n)e.%( "# /a'*e%in+ 'e(ea')h6 'e(ea')hde(i+n6 and (a/.lin+ (i1e de)i(i"n(-

We-site6

The we&(i%e $(ed a'e=

0


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www-+""+le-)"/www-/(il"nline-)"/

89 O+"ECT)!E/ O1 T2E /T3D4

! T" #ind "$% &'and awa'ene(( "# COOL .a)*a+ed d'in*in+ wa%e' inBan+al"'e )i%,-

2! T" #ind "$% (ale( .e'#"'/an)e in /a'*e%-0! T" anal,1e 'e%aile'( .e')e.%i"n( %"wa'd( COOL .a)*a+ed d'in*in+

wa%e'-

! T" )"/.a'e %he .e'#"'/an)e COOL .a)*a+ed d'in*in+ wa%e' wi%h"%he' &'and(-

8: O*E5AT)ONAL DE1)N)T)ON/ O1 CONCE*T/

7 MA5KET6 a /a'*e% i( a )"lle%i"n "# &$,e'( and (elle'( wh"%'an(a)% "3e' a .a'%i)$la' .'"d$)% "' .'"d$)% )la((-

8 CON/3ME56 i( a.e'("n wh" &$,( an, .'"d$)% "' a (e'3i)e #"' a

.'i)e whi)h ha( &een .aid in .a'% "' %ha% we )an /a*e (%'a%e+i)/a'*e%in+ de)i(i"n( wi%h"$% d"$&%6 /a'*e%e'( wh" $nde'(%and)"n($/e' &eha3i"$' ha3e a +'ea% )"/.e%i%i3e ad3an%a+e in %he/a'*e%-

9 *5OD3CT6 a +""d6 (e'3i)e "' idea %ha% "##e'( a &$ndle "# %an+i&leand in%an+i&le a%%'i&$%e( %" (a%i(#, )"n($/e'(-

: COM*ET)TO5/6 a'e %h"(e wh" (ee* %" (a%i(#, %he (a/e

)$(%"/e'( and need and /a*in+ (i/ila' "##e'-

; +5AND6 i( a na/e6 %e'/6 (i+n6 (,/&"l6 "' )"/&ina%i"n "# %he(ein%ended %" iden%i#, %he +""d( and (e'3i)e( "# %he(e (elle' "' +'"$."# (elle'( and di##e'en%ia%e %he/ #'"/ %h"(e "# )"/.e%i%"n-

B *5)CE6 %he a/"$n% "# /"ne, "' %he )"n(ide'a%i"n %ha% i(("/e%hin+ "# 3al$e +i3en e


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5ETA)L)NG6 i% in)l$de( all %he a)%i3i%ie( in3"l3ed in (ellin++""d( "' (e'3i)e( di'e)%l, %" #inal )"n($/e'( #"' .e'("nal6 n"n

&$(ine(( $(e-

5EAT)L /TO5E6 i% i( an, &$(ine(( in%e'.'i(e wh"(e (ale( 3"l$/e)"/e( .'i/a'il, #'"/ 'e%ailin+-

?3AL)T46 ;$ali%, i( #i%ne(( #"' $(e6 whi)h de/and( ;$ali%, "# de(i+n6 ;$ali%, #"' )"n#"'/an)e6 a3aila&ili%, and ($##i)ien% #ield(e'3i)e-

7F COM*ET)T)ON= in)l$de( %he a)%$al and ."%en%ial 'i3al"##e'in+( and ($&(%i%$%e( %ha% &$,e' /i+h% )"n(ide'-

8; 5E/EA5C2 DE/)GN O1 T2E /T3D4

Re(ea')h de(i+n i( %he .lan6 (%'$)%$'e ad (%'a%e+, "# %he in3e(%i+a%i"n6 ("a( %" "&%ain an(we'( %" 'e(ea')h ;$e(%i"n( and %" )"n'"l 3a'ien)e-

A (%$d, "# “&'and awa'ene(( "# COOL .a)*a+ed d'in*in+ wa%e'” "n &ehal# "# :SIL had ad".%ed e


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8B /O35CE/ O1 DATA6

*5)MA54 DATA6 *rimary data &as collected through

(uestionnaire

/ECONDA54 DATA6 %hi( da%a wa( )"lle)%ed #'"/ ind$(%', 'e."'% and

we&(i%e "# %he )"/.an, www-/(il"nline-)"/! and $(in+ 3a'i"$( (ea')hen+ine (i%e(- www-+""+le-)"/!

8 /AM*L)NG *LAN

F"' %he (%$d,6 n"n .'"&a&ili(%i) (a/.le ha( &een e/.l",ed- A (a/.le)h"(en "n %he &a(i( "# )"n3enien)e %ha% %he da%a a'e )"lle)%ed #'"/ %he

.e".le wh" a'e )"n3enien%l, a3aila&le-

CON/3ME5 /AM*LNG *LAN

Sa/.lin+ $ni%= h"$(eh"ld

Sa/.le (i1e = 89 h"$(eh"ld

Sa/.le %e)hni;$e = n"n .'"&a&ili(%i)

5ETA)LE5/ /AM*L)NG *LAN

Sa/.lin+ $ni%= 'e%aile'(

Sa/.le (i1e =89 'e%aile'(

Sa/.le %e)hni;$e = n"n .'"&a&ili(%i)6 )"n3enien)e (a/.lin+

8 DATA COLLECT)ON )N/T53MENT/

In %hi( .'"je)% w"'* ;$e(%i"nnai'e wa( e/.l",ed a( da%a )"lle)%i"nin(%'$/en%(6 &"%h #"' 'e%aile'( and )"n($/e'(- $e(%i"nnai'e wa(/ade (i/.le and di'e)% %" +e% ;$i)* 'e(."n(e #'"/ 'e(."nden%(-

>

http://www.msilonline.com/http://www.google.com/http://www.msilonline.com/http://www.google.com/


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$e(%i"n( we'e .'e.a'ed in ($)h a wa, %ha% i% )'ea%e( in%e'e(% %" %he'e(."nden%-

8 O5GAN)/AT)ON O1 T2E 1)ELD WO5K

:a'*e% ($'3e, wa( )"nd$)%ed in di##e'en% .la)e( "# Ban+al"'e )i%,in "'de' %" +e% in#"'/a%i"n i% %""* #"$' wee*( a..'"


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C2A*TE569 COM*AN4 *5O1)LE

97 Origin of the organisation

E(%a&li(hed in %he /a')h6 >>6 :SIL i( %"da, a 3i&'an%6 /$l%i7di/en(i"nal /a'*e%in+ and e


19/70

:SIL ha( "##i)e( in di##e'en% .a'% "# %he )"$n%', and i( al(" e


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D)!)/)ON/

LOTTE54 D)!)/)ON

:SIL wa( a.."in%ed %he ("le (ellin+ a+en% "# Ka'na%a*a (%a%e l"%%e',KSL! &, %he (%a%e +"3e'n/en%- KSL6 /a'*e%ed &, :SIL5( l"%%e',di3i(i"n(6 ha( %he di(%in)% iden%i%, "# &ein+ %he /"(% %'$(%ed l"%%e', in %he)"$n%',- KSL ha( enj",ed a ($))e((#$l innin+( #"' /"'e %han %hi'%, ,ea'(in hi+hl, )"/.e%i%i3e /a'*e% and ha( held %he lead a/"n+ a h"(% "#

.'i3a%e and .$&li) (e)%"' .la,e'( 'e+$la' inn"3a%i3e d'aw held wi%h .$&li) .a'%i)i.a%i"n6 i//edia%e ann"$n)e/en% "# 'e($l%( and .'"/.%di(&$'(e/en% "# .'i1e /"ne, a'e wha% ha3e )"n%'i&$%ed %"wa'd( KSL5(

.".$la'i%,-

+ANGALO5E A)5 CA5GO COM*LE<

In ??6 :SIL wa( a.."in%ed )a'+" )$(%"dian( &, )$(%"/( and (in)e &een (e'3in+ %he need( "# e96999 (;-#%- "# wa'eh"$(e land nea' %heai'."'%6 ($##i)ien% #"' %he +'"win+ need( "# %he )a'+" ind$(%',-

29


21/70

In j$l, 2998 :SIL &e+an ".e'a%i"n( #'"/ a newl, )"n(%'$)%ed and/"de'n 896999(;-#%- wa'eh"$(e (.a)e adj"inin+ %he Ban+al"'e ai'."'%-Thi( i( $(ed e


22/70

:SIL ha( #l"a%ed %he :SIL h"/e/a*e' ()he/e %" ena&le e/.l",ee "# PS5( and %he +"3e'n/en% %" &$, )"n($/e' d$'a&le( "# 'en"wned

&'and(- P$')ha(e( )an &e /ade in ea(, in(%al/en%( a% a n"/inal 'a%e "# in%e'e(%-The ()he/e al(" e


23/70

:,("'e Sale( In%e'na%i"nal Li/i%ed6 %he 'e.$%ed /a'*e%in+ #"')e "# *ana%a*a wi%h "3e' 08 ,ea'( "# e


24/70

D%, Gene'al :ana+e' D%, Gene'al :ana+e' E


25/70

Gra#h 97 /ho&ing res#ondent -ased on age

28


26/70

Ta&le 0-2 (h"win+ 'e(."nden%( &a(ed "n %he +ende'-

Ta&le 0-2

Gende' N"- "# 'e(."nden% J "# 'e(."nden%

:ale > 02

Fe/ale 0 >@

T"%al 89 99

Analysis and inter#retation 6

F'"/ a&"3e da%a we )an (a, %ha% >@ J "# %he 'e(."nden%( a'e #e/ale and 02 J "# %he'e(."nden%( a'e /ale- I% (h"w( /a


27/70

Gra#h 98 /ho&ing res#ondent -ased on gender

2?


28/70

5etailer #rofile

The 'e%aile' .'"#ile in %hi( (%$d, in)l$de( i%( a'ea )"3e'ed-

Ta&le 0-0 (h"win+ 'e%aile'( &a(ed "n a'ea )"3e'ed

A'ea N"- "# 'e(."nden%( J "# 'e(."nden%(

Rajajina+a' 8 9

Pad/na&ha na+a' 0 >

*-'-'"ad @

j-.- na+a' 0 >

Bana(han*a'i 0 >

:a'a%hahali

8 9

ija,ana+a' 8 9

Na+a'&ha3i @

:alle(hwa'a/ @

K$/a'a(wa/, la,"$% 0 >

Ka/*,a 0 >

Indi'a na+a' 2

Sada(hi3 na+a' 0 >

:-S- 'a/aih na+a'

0 >

T"%al 89 99

2@


29/70

)nter#retation

:a


30/70

Gra#h :7 /ho&ing num-er of retailers selling #ackaged drinking &ater

09


31/70

Ta&le -2 Ta&le (h"win+ 3a'i"$( &'and( a3aila&le in 'e%ail "$%le%(-

B'and( N"- "# 'e%ail "$%le%( J "# 'e%ail "$%le%(

Bi(le'i 2> 2-@

A;$a#ina 2 2-0>

Kinle, 2 29->

D(. 8 -29

C""l 8 -29

An,%i/e 8 2->9

Kin+#i(he' 8 -29

L")al 9 @-9

T"a%al 99

)nter#retation

F'"/ a&"3e %a&le6 %he hi+he(% a/"$n% "# &'and a3aila&le wi%h 'e%aile'( i( A;$a#ina6#"ll"wed &, Bi(le'i6 Kinle,6 An, %i/e6 L")al6 DSP6 C""l6 Kin+#i(he'-

)nference

F'"/ a&"3e in%e'.'e%a%i"n )an (a, %ha% A;$a#ina 6Bi(ale'i6 &'and( a'e /a


32/70

Gra#h :8 /ho&ing $arious -rands a$aila-le in retail outlets

02


33/70

Ta&le -0

Ta&le (h"win+ %he n$/&e' "# 'e%aile'( (ellin+ COOL .a)*a+ed d'in*in+ wa%e'-

Pa'a/e%e'( N"- "# Re(."nden%( J "# Re(."nden%(

Ye( 8 9

N" 8 9

T"%al 89 99

)nter#retation

I% i( li*el, (een #'"/ %he %a&le %ha% "nl, 9J "# %he 'e%aile'( a'e (ellin+ )""l .a)*a+edd'in*in+ wa%e'-

00


34/70

Gra#h :9 /ho&ing the num-er of retailers selling COOL #ackaged drinking &ater

0


35/70

Ta&le (h"win+ %he ".ini"n a/"n+ 'e%aile'( a( /a

L")al 2

T"%al 89 99

)nter#retation

F'"/ a&"3e %a&le6 %he &'and( ha3in+ %he /a


36/70

Gra#h :: /ho&ing the o#inion among retailers on the -rand selling the ma0imum in

their outlet

0>


37/70

Ta&le (h"win+ ;$an%i%, %ha% i( /"3in+ #a(% in /a'*e%-

Ta&le -8

$an%i%, N"- "# 'e(."nden% J "# 'e(."nden%

9-8 l%' ? -

l%' 00 82-0@

2 l%' 29 0-?

28l%' 0 -?9

)nter#retation

F'"/ a&"3e %a&le we )an (a, %ha% l%' i( #a(% /"3in+ in /a'*e%6 #"ll"wed &, 2 l%'6 9-8l%'6 28 l%'-

)nference

F'"/ a&"3e in%e'.'e%a%i"n we )an (a, %ha% l%' &"%%le( a'e %he #a(%e(% /"3in+6 ("4)""l5 ha( %" )"n)en%'a%e /"'e "n %hi( den"/ina%i"n-

0?


38/70

Gra#h :; /ho&ing (uantity that is mo$ing fast in market

0@


39/70

Ta&le -> Ta&le (h"win+ a%%'i&$%e( "# .a)*a+ed d'in*in+ wa%e' )$(%"/e' l""* #"' a% %he %i/e "#

.$')ha(e a))"'din+ %" 'e%aile'(-

A%%'i&$%e( N"- "# a%%'i&$%e( J "# 'e(."nden%(

L""* 8 @-?

P'i)e 2 0-0@

$ali%, 8 28-2

B'and i/a+e 2? 8-?>

C"n3enien)e 9 >-

T"%al 8 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% )$(%"/e'( l""* #"' %he &'and i/a+e in .a)*a+edd'in*in+ wa%e'6 #"ll"wed &, ;$ali%,6 )"n3enien)e6 l""*6 and .'i)e-

)nference

F'"/ a&"3e in%e'.'e%a%i"n i% (h"w( )$(%"/e'5( #i'(% .'e#e'en)e i( &'and i/a+e and%hen "nl, ;$ali%,6 .'i)e6 e%)- S" %he )"/.an, (h"$ld &$ild $. &'and i/a+e-

0


40/70

Gra#h :B /ho&ing attri-utes of #ackaged drinking &aster customer look for at the time of

#urchase according to retailers

9


41/70

Ta&le -?

Ta&le (h"win+ whe%he' )$(%"/e' de/and #"' .a'%i)$la' &'and "' n"%-

Pa'a/e%e'( N"- "# 'e(."nden% J "# 'e(."nden%

Ye( 0> ?2

N" 2@

T"%al 89 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% ?2 J "# %he )$(%"/e' de/and( #"' a .a'%i)$la' &'and-

)nference

Sin)e %he /aj"'i%, "# %he )$(%"/e' de/and #"' .a'%i)$la' &'and6 i% i( i/."'%an% %ha%)"/.an, (h"$ld i/.'"3e &'and i/a+e-


42/70

Gra#h : /ho&ing &hether customer demand for #articular -rand is not

2


43/70

Ta&le -@ Ta&le (h"win+ di##e'en% &'and( "# .a)*a+ed d'in*in+ wa%e' %ha% 'e%aile'( ($++e(% %")$(%"/e'( when %he, /a*e a .$')ha(e-

Pa'a/e%e'( N"- "# 'e(."nden%( J "# 'e(."nden%(

Ye( @ 0>

N" 02 >

T"%al 89 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% >J "# %he 'e%aile'( d" n"% ($++e(% %" )$(%"/e'(when %he, /a*e a .$')ha(e-

)nference

Onl, 0>J "# %he 'e%aile'( ($++e(% di##e'en% &'and( %hi( i( d$e %" "3e' (%")* "' %he, +e%hi+h .'"#i% /a'+in-

0


44/70

Gra#h : /ho&ing different -rands of #ackaged drinking &ater &hether retailers

suggest to customer or not &hen they make a #urchase


45/70

Ta&le -

Ta&le (h"win+ %he awa'ene(( "# )""l .a)*a+e d'in*in+ wa%e' a/"n+ )$(%"/e'(a))"'din+ % 'e%aile'(-

Ca%e+"'ie( N"- "# 'e(."nden% J "# 'e(."nden%

Well awa'e 9 9

Li%%le awa'e 8 9

N"% awa'e 8 9

T"%al 89 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% "nl, 9 J "# %he )$(%"/e' a'e awa'e "# )""l .a)*a+ed d'in*in+ wa%e' a))"'din+ %" 'e%aile'(-

)nference

Sin)e %he /aj"'i%, "# %he )$(%"/e' a'e n"% awa'e "# )""l .a)*a+ed d'in*in+ wa%e' i% i()lea' %ha% )"/.an, ha( n"% )"n)en%'a%ed in .'"/"%i"n and ad3e'%i(in+ a)%i3i%ie(- S"%he )"/.an, (h"$ld /a*e awa'e %" )$(%"/e'( &, di##e'en% ad3e'%i(in+ /edia-

8


46/70

Gra#h : /ho&ing the a&areness of cool #ackaged drinking &ater among customers

according to retailers

>


47/70

Ta&le -9

Ta&le (h"win+ %,.e "# d'in*in+ wa%e' %he 'e(."nden% d'in*-

T,.e( N"- "# 'e(."nden% J "# 'e(."nden%

A;$a +$a'd 0 2>

Fil%e'ed wa%e' 2 2

Pa)*a+ed d'in*in+ wa%e' > 02

T"%al 89 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% 2J "# %he )$(%"/e' d'in*( #il%e'ed d'in*in+wa%e'6 02J "# %he/ d'in* .a)*a+ed d'in*in+ wa%e' and 2>J "# %he/ $(e a;$a +$a'd-

)nference

e'e we )an (ee %ha% 02J "# %he )$(%"/e' )"n($/e( .a)*a+ed d'in*in+ wa%e'-

?


48/70

Gra#h :7F /ho&ing ty#e of drinking &ater the res#ondent drink

@


49/70

Ta&le -

Ta&le (h"win+ h"w "#%en )"n($/e' &$,( .a)*a+ed d'in*in+ wa%e'-

Pa'a/e%e'( N"- "# 'e(."nden% J "# 'e(."nden%

Re+$la'l, > 02

O))a(i"nall, 0 >@

T"%al 89 99

)nter#retation

F'"/ a&"3e %a&le we )an (ee %ha% 02J "# )"n($/e' $(e .a)*a+ed d'in*in+ wa%e'

'e+$la'l,6 while >@J "# )"n($/e' $(e .a)*a+ed d'in*in+ wa%e' "))a(i"nall,-

)nference

"we3e' 99 J 'e(."nden%( $(e .a)*a+ed d'in*in+ wa%e'- S" %he )"/.an, ha( %"en)"$'a+e 'e%aile'( and di(%'i&$%"'( %" *ee. (%")* en($'e %he 'e+$la' ($..l, "#

.a)*a+ed d'in*in+ wa%e' a( .e' %he )"n($/e'( 'e;$i'e/en%-


50/70

Gra#h :77 /ho&ing ho& often consumer -uys #ackaged drinking &ater

89


51/70

Ta&le -2

Ta&le (h"win+ %he n$/&e' "# )"n($/e'( awa'e "# )""l .a)*a+ed d'in*in+ wa%e'-

.a'a/e%e'( N"- "# 'e(."nden% J "# 'e(."nden%

,e( 0 >

N" ?

T"%al 89 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% "nl, > J "# )"n($/e'( a'e awa'e "# )""l .a)*a+ed d'in*in+ wa%e'-

)nference

Sin)e %he /aj"'i%, "# %he )"n($/e'( a'e n"% awa'e "# )""l .a)*la+e d'in*in+ wa%e'6%he )"/.an, (h"$ld )'ea%e awa'ene(( in %he )"n($/e'( &, $(in+ di##e'en% ad3e'%i(in+/edia-

8


52/70

Gra#h :78 /ho&ing the num-er of consumers a&are of cool #ackaged drinking &ater

82


53/70

Ta&le -0

Ta&le (h"win+ "%he' &'and( %ha% )"n($/e'( a'e awa'e "# "%he' %han )""l-

B'and( N"- "# )"n($/e'( J "# )"n($/e'(

Bi(le'i @ 0-?@

A;$a#ina 2 09-0

Kinle, 2@ 29-2@

Kin+#i(he' 9 ?-2

L")al 9 ?-2

T"%al 0@ 99

)nter#retation

F'"/ a&"3e %a&le6 %he /a


54/70

Gra#h :79 /ho&ing other -rands that customer is a&are of other than cool

8


55/70

Ta&le -

Ta&le (h"win+ a%%'i&$%e( "# .a)*a+ed d'in*in+ wa%e' )$(%"/e' l""* #"' a% %he %i/e "# .$')ha(e-

A%%'i&$%e( N"- "# 'e(."nden%( J "# 'e(."nden%

L""* 2 0-89

P'i)e 8 2>-0

$ali%, ? 2-@2

B'and i/a+e 20 9-08

T"%al 8? 99

)nter#retation

I% i( )lea'l, (een #'"/ %he %a&le %ha% )$(%"/e'( l""* #"' %he &'and i/a+e in .a)*a+edd'in*in+ wa%e'-

)nference

F'"/ a&"3e in%e'.'e%a%i"n i% (h"w( )$(%"/e' #i'(% .'e#e'en)e i( &'and i/a+e and %hen"nl, ;$ali%,6 .'i)e6 e%)- (" )"/.an, (h"$ld &$ild $. &'and i/a+e-

88


56/70

Gra#h :7: /ho&ing attri-utes of #ackaged drinking &ater customer look for at the

time of #urchase

8>


57/70

Ta&le -8

Ta&le (h"win+ ;$an%i%ie( "# .a)*a+ed d'in*in+ wa%e' d" )"n($/e' n"'/all, &$,-

$an%i%ie( N"- "# 'e(."nden% J "# 'e(."nden%

9-8l%'- ? 9-

l%'- 09 -??

2 l%'- 2 ?-

28 l%'- @ 2>-@>

T"%al >? 99

)nter#retation

F'"/ a&"3e %a&le 6 we )an (a, %ha% /"(% "# %he )$(%"/e'( n"'/all, &$,( l%'6 %hen %he28 l%'(-

)nference

F'"/ a&"3e in%e'.'e%a%i"n )an (a, %ha% l%'- 28 i( #a(% /"3in+ 6 (" )""l ha( %")"n)en%'a%e /"'e "n %hi( ;$an%i%,-

8?


58/70

Gra#h :7; /ho&ing (uantities of #ackaged drinking &ater normally -uy

8@


59/70

Ta&le ->

Ta&le (h"win+ &'and l",al%, "# )$(%"/e' %"wa'd( %hei' 'e+$la' &'and-

Ca%e+"', N"- "# 'e(."nden% J "# 'e(."nden%

T', an"%he' &'and 29 9

G" %" an"%he' &'and 2? 8

P"(%."ne .$')ha(e 0 >

T"%al 89 99

)nter#retation

F'"/ a&"3e %a&le6 i% )an &e (een )lea'l, %ha% 82 J "# %he )"n($/e' +" %" an"%he' (h".6while 9 J "# %he )$(%"/e' %', an"%he' &'and-

)nference

en)e /a


60/70

Gra#h :7B /ho&ing -rand loyalty of customer to&ards their regular -rand

Ta&le -?

>9


61/70

Ta&le (h"win+ %he n$/&e' "# )"n($/e' (wi%)h %" "%he' &'and i# %he, +e% h"/edeli3e', "' an, "%he' #a)ili%,-

Pa'a/e%e'( N"-"# Re(."nden%( J "# Re(."nden%(

Ye( 0@

N" 0 >2

T"%al 89 99

)nter#retation6

F'"/ %he a&"3e %a&le6 we )an (a, %ha% 2J "# )$(%"/e' (ee/( %" (wi%)h "%he' &'and(-

)nference6

S" %he )"/.an, (h"$ld %', %" &$ild $. e##e)%i3e di(%'i&$%i"n a( .e' )$(%"/e''e;$i'e/en%(-

>


62/70

Gra#h 7: /ho&ing the num-er consumers s&itches to other -rand if they get home

deli$ery or any other facility

/3MMA54 O1 1)ND)NG/

>2


63/70

F'"/ %he anal,(i( and e3al$a%i"n "# da%a )"lle)%ed %he #"ll"win+ #indin+( ha3e &een'e)"'ded

The )$(%"/e'( and 'e%aile'( a'e n"% well awa'e "# )""l .a)*a+ed d'in*in+ wa%e'-

O$% "# %he 89 'e%aile'(6 "nl, #i3e 'e%aile'( a'e (ellin+ COOL and %en 'e%aile'( a'e "# i%-

:"(% "# 'e%aile'( and )$(%"/e'( a'e awa'e "# &'anded d'in*in+ wa%e' li*e A;$a#ina6

Kinle,6 Bi(le'i6 e%)-6 %hi( i( d$e %" %hei' e


64/70

5ECOMMENDAT)ON/ AND /3GGE/T)ON/

I% w"$ld &e in %he in%e'e(% "# :SIL i# %he #"ll"win+ 'e)"//enda%i"n( a'ei/.le/en%ed-

C'ea%in+ an e##e)%i3e di(%'i&$%i"nal )hannel %" )"3e' /"(% "# %he a'ea( and($..lie'( (h"$ld 3i(i% %he 'e%ail "$%le%( 'e+$la'l,-

The ad3e'%i(e/en% and (ale( .'"/"%i"n a)%i3i%ie( (h"$ld in)'ea(e %" )'ea%e

/"'e .".$la'i%, and &'and i/a+e li*e

Ad3e'%i(in+ %h'"$+h /edia

Sele)%in+ "ne "# %he leadin+ )ine/a .e'("nali%ie( a( %he &'and

a/&a((ad"'- Pla)in+ h$+e )$% "$%( whe'e %he .e".le )'"wd i( /"'e li*e Railwa,

S%a%i"n(6 B$( S%and(6 e%)-6 S."n("'in+ #"' ("/e e3en%( ($)h a( (."'%( "'+ani(a%i"n6 )l$&(6

)"/.e%i%i"n(6 e%)- Pla)in+ )a$%i"n &"a'd( "n +a%e(-

C"/.an, (h"$ld in)'ea(e %he .'"#i% /a'+in "# 'e%aile'( %" en)"$'a+e %he/ %"

(ell %he .'"d$)%- C"/.an, (h"$ld i/.'"3e .'"d$)% a%%'i&$%e( li*e de(i+n and l""*-

C"/.an, (h"$ld i/.'"3e .'"d$)% di##e'en%ia%i"n-

C"/.an, (h"$ld (ell %he .'"d$)% a% hi+h di()"$n% %" ("/e "'+ani(a%i"n6 (" %ha%

%he, /a, $(e %he .'"d$)% a( a )"/.li/en%a', +i#% %" %hei' .'"d$)%( "'(e'3i)e( 6 E-+- In Pe%'"l B$n*(6 E3en% /ana+e/en% )"/.anie(6 B$( ".e'a%"'(e%)-

>


65/70

CONCL3T)ON

The 'e(ea')he'( #eel( i# %he 'e)"//enda%i"n( "$%lined a'e 'e)ei3ed well andi/.le/en%ed &, :SIL i% will )e'%ainl, hel. in in)'ea(in+ %he )"n($/.%i"n "# 4COOL5

.a)*a+ed /ine'al wa%e'-

>8


66/70

+)+)LOG5A*24

KOTLE5 *2)L)* *5)NC)*LE/ O1 MA5KET)NG

COO*E5 5 +3/)NE// 5E/EA5C2 MET2OD/

WE+/)TE/6

T2E WE+/)TE/ 3/ED A5E6 WWWGOOGLECOM

WWWM/)LONL)NECOM

>>


67/70

>?


68/70

C3/TOME5 ?3E/T)ONNA)5E

- A+e =

2- Add'e(( =

0- In)"/e = a! 86999 %" 96999 ! &! 96999 %" 86999 !)! 86999 %" 29-999 d! A&"3e 296999 !

- Whi)h %,.e "# d'in*in+ d" ,"$ d'in* Q

a- A;$a +$a'd ! &- Fil%e'ed wa%e' !)- Pa)*a+ed D'in*in+ wa%e' !

8- "w "#%en d" ,"$ &$, .a)*a+ed d'in*in+ wa%e' Q

>- A'e ,"$ a'e "# “C""l” .a)*a+ed d'in*in+ wa%e' Q

Ye( ! N" !I# N"6 whi)h "%he' &'and a'e ,"$ awa'e "#

I# Ye(6 wha% d" ,"$ #eel a&"$% “)""l” .a)*a+ed d'in*in+ wa%e' Qa- E


69/70

Fa)ili%, Q

- An, #ea%$'e "# “)""l” .a)*a+ed d'in*in+ wa%e'6 whi)h ,"$ a'e n"%

(a%i(#ied wi%h Q

2- W"$ld ,"$ 'e)"//end %hi( &'and %" "%he'( Q

Ye( ! N" !

>


70/70

5ETA)LE5 ?3E/T)ONNA)5E

A+e =

B$(ine(( =

Add'e(( =

- D" ,"$ (ell .a)*a+ed d'in*in+ wa%e' QYe( ! N" !

I# n"6 .lea(e (.e)i#,

2- Wha% a'e %he &'and d" ,"$ (ell Q----

0- D" ,"$ (ell )""l .a)*a+ed d'in*in+ wa%e' QYe( ! N" !

I# ,e(6 wha% d" ,"$ #eel a&"$% “)""l .a)*a+ed d'in*in+ wa%e' Qa! E

Documents

Study of Brand Awareness of Packaged Drinking Water Conducted at Kingfisher