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TO STUDY MARKETINGSTRATEGIES OF BISLERI

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Since we never consider these things as necessity and especially when we are

paying for natural resource like water which is available freely.The bottled water market has recently seen growth; the reason behind this may

be the growing health consciousness among Indians or non-availability of pure

drinking water. Most of the users are daily travelers, patients or it is used in

parties/seminars. Moreover 30% of the whole mineral water customers are

travelers.When governments spoke about providing drinking water to all, little did one

imagine that MNCs would package it and sell it to us. The advent of the small

bottles has increased consumption. Buying water near the bus stop or at the

railway station has become a routine.

Indian water market has many companies selling water, on an whole there are

more than 300 big & small players in the market some of the big players are

Bisleri, Aquafina, Kinley, Purelife, Mcdowell etc. these companies are dealing in

same market, same price & also same capacity. Bisleri is owned by Parle group,

Aquafina is owned by Pepsi, Kinley is owned by Coke, Nestle has Purelife. But

some small players also have sufficient market share in their local market, like

prime, silver drop, royal fresh are very popular in the congested region.

Introduction of Industry

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COMPANY PROFILE OF

BISLERI

In 1967, Bisleri an Italian company, started by Signer Felice

Bisleri, first brought the idea of selling bottled water in India. It

started a company called Bisleri India. In 1969, Ramesh

Chauhan, the Chairman of Parle Exports, bought over the brand.In those days, Bisleri packaged drinking water was available in

glass bottles.

Being a returnable package owing to various other problems

such as breakage and weight, in 1972-73, Bisleri was madeavailable in PVC (Poly Vinyl Chloride) bottles. After this plastic

packaging was introduced, things started to change, and sales

increased rapidly.

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OBJECTIVE OF THE STUDY

To learn about the domestic packaged drinking water market, its market distribution

and Brand Bisleri in detail.

To find about consumers' and retailers' brand preference

To identify the various threats of the mineral water market

To find the retailers view on the mineral water market

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Research DesignA research design is purely and simply the framework or plan for a study that guides the

collection and analysis of data. The Survey Research was used in this project, becauseRetailers and consumers feedback was necessary for obtaining the data. Starting a

research project needs a basic preparation regarding the issues related to the topic

selected. For this one needs to do some deskwork. Deskwork includes:

Determining the basic objectives of the study undertaken.

Collection of secondary data related to the topic from Internet, magazines &newspapers.

Study the market, which one wants to cover.

Analyze the objective on the basis of information collected by secondary data.

All the above activities at the initial stage of the project must be completed & then the

main part follows.

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Data sourcesa) Primary data: These are those data which are collected afresh and for the first time, and thus

happen to be original in character. I will be using the structured questioners.

b) Secondary data: These are those which have already been collected by someone else and

which have already been passed through the statistical process. I will collect it from the sources

like internet, published data etc.

Population of the study

People from Panipat region will be included in the population.

Sample Size:

I took 100 consumers and 35 retailers as my respondents. They were selected by random

sampling method because in this case systematic sampling is not possible since one cannot say

whether a person is using mineral water or not.

.

Sampling TechniqueRandom sampling technique will be used in this research project.

Research InstrumentFor doing the survey research, structured questionnaire with both open-ended and closed-ended

questions was used.

Mode of Survey

The mode of survey was personal interview with the retailers and consumers during the filling

up of the questionnaires.

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ANALYSIS AND INTERPRETATATION

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NAME OF BRAND CONSUMER PREFERENCES

Bisleri- Most Preffered 60%

Kinley 20%

Aquafina 12%

Others 8%

WHICH BRAND DO YOU PREFER WHILE

BUYING MINERAL WATER?

0%

10%

20%

30%

40%

50%

60%

70%

Bisleri- MostPreffered

Kinley Aquafina Others

60%

20%12%

8%

%

OfConsumerPreference

Nos. Of Brands

According to the survey conducted in Delhi & its Ncr it was analyzed that 60% of the users go

for Bisleri Water and 20% for Kinley while there are still 8% of the respondents who are for other

packaged drinking water.

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Always Often Sometimes Never Very Often

28% 27% 34% 9% 2%

NUMBER OF RESPONDENTS USING

MINERAL WATER FREQUENTLY

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: Larger Proportion of people always use mineral water.

Ha: Larger Proportion of people go for an occasional use of mineral water.

Step2: state the rejection criterion

DF=5-1=4

At alpha .05 and 4 degrees of freedom, the critical value from the chi square distribution

table is

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5%

57%

4%

20%

4%0%

10%

20%

30%

40%

50%

60%

Strongly agree Agree Strongly

disagree

Disagree indifferent

RESPONDENTS CHOICE AMONGST MINERAL WATER AND

SOFT DRINKS

57% respondents agree to the fact with 10%, who strongly agree while 5% of the respondentsdisagree to the fact while 4% strongly disagree, while 4% consumers were indifferent towards it.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: People prefer soft drink when thirsty.

Ha: People like to have mineral water in a thirst condition.

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ll

Brands Respondents

0-2 40%

3-5 50%

6-10 10%

10 and above 0

BRAND AWARENESS OF MINERAL WATER AMONG

RESPONDENTS

0%

20%

40%

60%

0 to 23 to 5

6 to 10

10 & above

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: People are aware of all the brands of mineral water.

Ha: People are not aware of all the brands of mineral water.

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Advertised Non-Advertised Both

35% 5% 60%

RETAILER RELATED OBSERVATIONS AND FINDINGS

TYPES OF BRANDS RETAILERS KEEP

0%

10%

20%

30%

40%

50%

60%

70%

Advertised Non-Advertised Both

%

OfRetailers

Types Of Brands

According to survey, 35% of retailer go in for advertised products and non-advertised

products do not have any weight Around 60% retailer believe in the combination of

both (advertised and non-advertised version). The survey was based on retailers.

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RECOMMENDATION AND SUGGESTION

Campaign, stalls to beat local brands & create awareness.

Retailers need to concentrate on 5 and 20 litr bottle which can be possible only if

properly advertised & home delivery of jars are done to the end customers.

The market is too congested and confused in the Delhi & its Ncr region, so the

company should properly promote & strengthen the distribution channel to survive the

competition.

Can enter into premium segment market.

They can tie up with large commercial complex,hotels & airlines industries as they are

the emerging sector.

They can target the youth segment.

Launching trendy packs to attract more and more customers.

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CONCLUSION

After analysis of the data & facts we have collected from consumer & the retailers & matching

them with the objectives one can say that there is very good future for mineral water market.

Soft drink market might be some threat to the mineral water at presentbut within few years

the scenario is going to change. Trend signifying increasing health consciousness amongst

Indians could also be observed.

Market has seen a tremendous growth from the early nineties & now it is increasing by 70% to

90% every year so one can easily say there is great potential in the mineral water market.3

It could also be observed that the living standards of the People improving & as they are

becoming health conscious are ready to pay for water now. On the question of survival of so

many companies government has made policies & restrictions from April 2001 which will force

many manufactures to shut down their factories. But due to potential in the market companies

with quality product will survive.

Finally from the data collected at both primary and secondary level one can confidently say that

Bisleri as packaged water brand is the current market leader.

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BIBLIOGRAPHYMAGAZINES

Business World (Issue 04-10 Dec, 2007)

A & M (Issue Jan 2008)Business India (Issue 11-17 Dec, 2007)

BOOKS

Philip Kotler, Marketing Management (9th edition) S H.W. Boyd, R. Westfall and S.F. Stasch,

Marketing Research- Text and Cases (7th Edition)

Richard Tedlow, New and Improved: The Story of Mass Marketing in America

C.R. Kothari, Research Methodology (2nd Edition)

Britannica Encyclopedia

OTHERS

Cable Network

Internet

en.wikipedia.org/wiki/Bisleriwww.finewaters.com/Bottled_Water/India/Bisleri.asp

www.bisleri.com/

http://www.bisleri.com/http://www.bisleri.com/

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