A

RESEARCH REPORT
ON

Analysis of Consumer
Behaviour
of
Various SKUs of Bisleri in Delhi
& NCR

FOR THE REQUIREMENT

MASTER OF BUSINESS ADMINISTRATION
(Under U.P. Technical University, Lucknow)

SUBMITTED TO

SUBMITTED BY

SKYLINE INSTITUTE OF ENGINEERING & TECHNOLOGY

KNOWLEDGE PARK-II, GR. NOIDA -201306 (U.P.)

ACKNOWLEDGEMENT

It is with a sage sense of gratitude, I acknowledge the effort of whole hosts

of well-wishers who have in some way or other contributed in their own
special ways to the success and completion of this project.
I wish to offer my deep veneration to Ms. Lekha Dave, Faculty Guide,
SIET, Gr. Noida, for guided me with all aspects on the entitled ANALYSIS
OF CONSUMER BEHAVIOUR OF VARIOUS SKUs OF BISLERI IN
DELHI & NCR.
My profound sense of obligation goes to M/s Aqua Mineral Ltd., Delhi
who helped during the course of our project. They were of great help to me
in every aspect and enlivened me to win the problem head that I faced
during research project.

MAHESH SINGH
MBA (IV Sem)

Roll No. 0715370027TABLE

OF CONTENTS

1. EXECUTIVE SUMMARY
2. OBJECTIVES
3. INDUSTRY REVIEW
4. COMPANY PROFILE
MISSION
CORPORATE PROFILE
ACHIEVEMENTS
5. PRODUCT PROFILE
6. PRODUCT AND PRODUCTION PROCESS
7. DISTRIBUTION SYSTEM
8. SALES MANAGEMENT SYSTEM
SALES ORGANISATION
SALES PROMOTION
SALES FORECASTING
ADVERTISING CAMPAIGN
9. OTHER COMPTETIORS
10. SWOT ANALYSIS
11. RESEARCH METHODOLOGY
RESEARCH DESIGN
DATA COLLECTION METHOD
SAMPLING DESIGN

12. ANALYSIS AND INTERPRETATION

DEALERS SURVEY
CONSUMERS SURVEY
INSTITUTIONAL SURVEY
13. FINDINGS
14. CONCLUSION
15. LIMITATIONS
16. RECOMMENDATIONS
17. ANNEXURES
DEALERS SURVEY SHEET
QUESTIONNAIRE
HOTELS LIST

PREFACE

18. BIBLIOGRAPHY

The learning process of classroom is incomplete without any practical field

experience. It is because of the reason that our Institute like any other, has
provision for practical training, so practical training is vital. Accordingly we
had our training with Bisleri (Aqua Mineral Pvt. Ltd.).
This 6 weeks training gave us an insight into the working of an organization
and learn how some of the important concepts that we have been studying as
a student of management are applicable in the field. The project is a sincere
attempt to focus on the subject in a lucid manner. I sincerely attempted to
effort to carry out study in deep on subject.
During this period we had the opportunity to observe the companys
performance, place in the industry, its products, pricing, advertisement,
promotions and its good will through our market survey. It is hoped that this
study will provide valuable information in various issues related to mineral
water oriented industries.

OBJECTIVE OF THE STUDY

The objective of the study was to find out the consumer preference,
availability of the products, competitors activity, consumption pattern
channel behavior of various SKUs and the market share of Bisleri and Its
competitors. The major emphasis was given on:
1. To make a detailed study of packaged drinking water in terms of its
existing market size, future market potential, major geographical
markets and important customer segment.
2. To analyze the major competitors in this product, their respective
product attributes, brand positioning and market strategies.
3. To study each of the major customer segment viz. institutions such as
hotels, restaurants etc.), retail outlets and the final consumers.
4. To study the market share of packaged drinking water in:
Retail market
Institutions (Hotels)
Consumers.
5. To determine the brand awareness and brand preference of the
different segment and to analyze the various segment preference for
the packaging medium, bottle size and price of packaged drinking
water.
6

EXECUTIVE SUMMARY

In this report, I have analyzed the TOMA (Top Of Mind Awareness),

customers preference, companys strategy and competitors activities for all
SKUs, their strategies and schemes offered to retailers.
The main competitors of Bisleri packaged drinking water in this segment are
Kinley which is giving a very tough competition, Aquafina, Nestle,
Kingfisher, etc. Bisleri is lading all the competitor brands and is still the
market leader.
In this study three types of survey are conducted i.e.
Dealers Survey, for which sample area was randomly selected in
Delhi region.
Consumers Survey, which was also conducted randomly in Delhi
region.
Institutional Survey under which hotels of Carol Bagh region was
surveyed.
It was a good experience to work with my colleagues and my senior officials
who helped me in every phase of my project.
The main objective of the study was to analyze the market share of Bisleri
and its competitor brand, analyze consumption pattern and channel
behaviour of various SKUs of Bisleri across prominent region in Delhi.

These all workings were done to find out the consumers preference, their
satisfaction level, and availability of products, competitors activity their
strategy, and give recommendation and suggestion to the company.

INDUSTRY REVIEW

A few years back, the packaged drinking water market had been crawling at
the rate of 3-4%, or even a lower figure. Indians carried drinking water in
earthen pitchers, plastic or PUF bottles. But increasing case of typhoid and
other water borne diseases began to be reported. In addition to this,
liberalization happened and the mineral water industry began to be stirred
and shaken. The market started growing an astounding rate of over 100% per
annum. The fact that there were very few players in the market meant that
their business grew by leaps and bounds.
The market today has grown to Rs.1100 crore. The organized sectorbranded packaged drinking water has only Rs.700 crore of market share.
The rest is accounted for by the unorganized sector which is dominated by
small regional players. The market is still growing at a rate greater than
80% per annum.
In the branded segment, Parles Bisleri is the market leader with a share of
more than 40%. Other major players in the market are Kinley, Aquafina,
Kingfisher, Ganga of T-Series, Himalayan, Nestle, Bailey, Catch, Paras.
Sensing the opportunity that this segment holds, MNCs began to draw up
plans to enter the market. Today the market is proving to be yet another
battlefield for an ongoing battle between the domestic and MNCs. Last year
the industry had around 170 brands. This figure is over 300 presently. The
boom in the market has also encouraged MNCs to draw up plans to enter the

market. Coca-Cola made a splash when it launched Kinley brand and is

now doing reasonably well. Nestle, the global leader in the packaged
drinking water market, has also come up with its premium product, Perrier
though Brand Pure Life is almost dying. Pepsis Aquafina is also growing
in the market. Britannia is also launching Evian.
Almost the first to challenge Bisleris near monopoly was Pepsis Aquafina.
Though Pepsi launched its bottled water in just one SKU (stock keeping
unit) of 750 ml. in the very starting but now they have also launched 1 litre,
the Chauhans of Bisleri were galvanized into action. They launched their
500ml. bottle to stave off competition.

10

MARKET SHARE
At present the various major players in the packaged drinking water market
can be outlined as following in terms of % market share:
Brand Names ( Company )
Bisleri ( Aqua Minerals )
Kinley ( Coca- Cola )
Aquafina ( Pepsi )
Other Regional Player

Market share %
44%
31%
15%
10%

11

REGIONAL PLAYERS IN THE MARKET.

As there is less entry barriers in this industry various regional players crop
up at regional players who are involved in Guerilla Warfare. These regional
players cant be neglected as they eat away a bite of market shares at local
level.
Companies

Brand Names

Regions

Pondicherry Agro services

Godrej Foods
Amrit
Kothari Foods
S.M. Dyechem
NEPC Agro Foods

Pondicherry
Golden Valley
Amrit Aqua
Yes
Peppy
Trupti

Tamil Nadu
South
North
North
West
South & East

12

COMPANY PROFILE

AQUA Mineral Ltd. is the owner of famous BISLERI brand of packaged

drinking water. It is the part of renowned PARLE group in India. This group
is engaged in various activities of which packaged drinking water forms one
of its core business.

MISSION STATEMENT
To provide the highest quality product, keeping in mind all aspects
including freshness, purity and safety, and making it easily available to
the consumers in the very affordable price.

13

CORPORATE PROFILE
The origin of Bisleri lies in Italy and the brand owes its name to founder
Felice Bisleri, an Italian Entrepreneur. In 1967, Bisleri set up a plat in
Mumbai for bottling and marketing mineral water, which was first of its kind
in India. However, it did not work. Among other reasons, the fact was that
the Indian consumer was unprepared to accept bottled mineral water. This
was the main reason responsible for its failure. Consumer mindsets were
more geared towards boiling water at home.
In 1969, Parle bought over the Bisleri brand. In those days the Bisleri water
was not available in glass bottles. Parles taking charge of Bisleri did not
make a dramatic difference to the brands fortunes immediately. While it did
gain in terms of visibility and reach (piggybacking on Parles existing
distribution network), efforts to expand the bottled water market were not
exactly painstaking. Parle at that particular time was interested in making
soda water and not packaged drinking water. There were just minor
initiatives on the part of the company for making packaged drinking water as
it is not considered to be very profitable business at that time a people still
considered boiling water to be safer than packaged drinking water. Moreover
they were not ready to pay for a commodity like water which was so
abundantly available. In 1972-73 Parle changed the packaging of its boiling
water and made it available in PVC (poly vinyl chloride) bottles and that
significantly made a difference in the sales. The buyers, then, were mainly
the upper class- the trendy people.

14

In 1993, Coca-Cola bought Parles soft Drink Brands THUMPS UP,

LIMCA etc. agreed to a settlement that allowed the multinational to bottle
and distribute Bisleri water, however, remained with Parle. The upsurge in
the sales of Bisleri started from this point as Parle sold off its stable brands
to Coca-Cola; this was the time when it started concentrating on making
Bisleri a success in the domestic packaged drinking water market. The
reason why Bisleri chose to retain the Bisleri name was that Parle saw a
fairly lucrative business of packaged drinking water in Bisleris equity. The
real shift in the companys policy towards packaged drinking water industry
came in 1998, although the conscious efforts had already been started in
1994. This change was primarily because of the fact that the people at this
time had started becoming more health conscious.

UPS & DOWNS

It was around the year 1995, when Parle Exports took charge of the brand
operations and the business took off in the market. With factories across
India and a strong distribution network, Bisleri established itself as a force to
reckon with in the domestic packaged safe drinking water market.
Earlier the packaged drinking water consisted of five star hotels, tourists and
foreigners. As a marketing strategy, a conscious decision was taken by the
company that only 40% of these sales should come from the outlets and 60%
from general market. i.e. paanwalas, street shops, general stores and even
non-tourists.

15

This brought about a sea change in the perception in the consumers mind
about consumption of Bisleri. Earlier, drinking bottled water was considered
to be more of a status symbol. That thinking was slowly changed to the point
where today, not drinking Bisleri is considered as been behind the times.
Such has been the presence and penetration of the Bisleri brand in the
bottled water segment.

In 1998, a strategy was adopted to concentrate aggressively on the home

market. The habit of boiling water or using electronic gadgets was not
adequate, since the source of water itself was unreliable. The bulk packages
like the 2, 5 and 20 lt. bottles were introduced to meet this market need. The
price per litre went down as a result, making bottled water very economical
for the consumer.
The company has a total plant of 35 Plants of Bisleri (21 owned) and is
committed to cater the remotest players in India.

FUTURE PLANS
Bisleri was the first to market bottled water in a totally virgin market and
naturally people associate the brand with bottled water. Now Bisleri is
perhaps already ten steps ahead of its local competitors and endeavor to
widen its gap in the months to come.

16

The brand positioning of Bisleri stresses on pure, clean and safe drinking
water. Sales have grown by 140% in the year 2000 in the coming year,
Bisleri hopes to boost its sales by more than 400%.
Bisleri expects 75% of its volume to come from bulk parts of 5 lt. and 20 lt.
(Currently it amounts to be less than 35%). The latter is to be targeted at
homes and the former at offices.
Some of the future plans to be at the top-spot that Bisleri commands in the
Indian market are:
New packaging in bottles and 20 lt. jar.
Increase the distribution network with an investment of over 200
crores.
Strengthen the presence in traditionally weak areas by setting up
12 new bottling facilities at a cost of 150 crores.
Target to achieve Rs.1000 crore and a fleet of 2500 trucks.

MAJOR NODAL CENTERS

THE MAJOR NODAL CENTERS where Bisleri is refilled at its company
owned plants and distributed are:
Ludhiana
Noida
Delhi

17

 Jaipur
Kathmandu, Nepal
Calcutta
Ahemdabad
Mumbai
Hyderabad
Goa
Bangalore
Chennai

18

ACHIEVEMENTS OVER THE YEARS

Bisleri has become a generic brand in bottle water segment &

complies with both WHO and IS standard of quality.

Bisleri has received the IS certified for its production also.

Bisleri has 17 manufacturing plants situated in India & Nepal.

Bisleri plant in Delhi is the largest in Asia as compare to other

mineral water plants.

Bisleri has the largest market share and is market leader.

Besides the above mentioned major achievements, Bisleri has always

maintained leadership position in the market. The company has been
expanding continuously through the past few years at rate of 200%.

19

PRODUCT PROFILE

Its a compliment being generic to the category, but its not very good when
consumers think any mineral water brand is Bisleri.
Bisleri, a product established in India by Ramesh Chauhan, Chairman of
Parle Aqua Minerals has become a generic brand. Bisleri was the first
marketed bottled water in a totally virgin market. The brand has become
synonymous with packaged drinking water, thus consumers accept any
brand offered by the retailer when they ask for Bisleri.
So far Ramesh Chauhans Bisleri enjoys the largest market share of 44% in
the giant packaged drinking water industry and is growing at the rate of 80%
per annum. Annual sales of Bisleri have touched Rs.616 crores. In seventies,
Bisleri was the only packaged drinking water which had national presence
and the sale was to tune of approximately one hundred thousand cases
valued at about Rs.60lacs.

20

PRODUCT AND PRODUCTION

PROCESSES
PRODUCT
1. Product variants
Bisleri is available in a range of sizes (SKUs) given below:
500ml.
1 lt.
1.2
2 lt.
5 lt.

SKU

Sales in %

Cups

4%

500 ml.

10 %

1 lt.

28 %

1.2 lt.

39 %

2 lt.

4%

5 lt.

6%

20 lt.

9%

20

lt.

lt.

Cups.

21

22

The percentage wise contribution (value) to sales of various SKUs is

pictorially shown below:

2. Product innovation
To make sure that the product that reaches the consumer is always high
quality and also meets international standards, Bisleri has always been
involved in improving its product packaging. One such recent development
is the temper proof break-away seal. Bisleri also recognizes the need to
produce environment friendly products and is working on the PET project.
Recent innovation at Bisleri has been Break-Away seal: keeping in mind the
consumers need should recognize a genuine product that cannot be

23

tempered with, Bisleri developed the Break-Away seal. The unique cap has
been patented and cannot be duplicated or tempered with. This technology
development in the product ensures that the consumer will only get a highly
safe product when they consume Bisleri packaged drinking water.
3.

Product packaging
To ensure purity of the bottled water, the bottles that are used are blown and
filled at the factory itself, to avoid contamination. Bisleri is extremely
conscious of environmental issues since PET bottles are not bio-degradable
and not easy to dispose. The company is currently working on the PET
recycling project, where they will collect bottles from various places, crush
and shred them. The shredded material will then be made into ropes, PET
containers for the non-food industry and other PET like polyester fibre,
flower vase, gift items etc.

PRODUCTION PROCESS
Over the last 15 year, company has set up 10 new units besides taking on 7
franchisees. And over the 3 year, the 120 bottle per minute (bpm) capacity of
the 17 units across the country will be increased to 250 bpm. Today Bisleris
manufacturing each indicates that it is represented across the country except
in east the east.

24

The Mineral water plant is being set to international standards with a high
degree of automation and in-build mechanism maintaining high standards of
sanitation and hygiene.
The entire plant and the piping, which comes in contact with the process
water, are made of food grade stainless steel. A strict code of hygiene and
religiously conducted quality controls tests (8 in number) every shift further
ensures quality product.
Bisleri is 100% free from bacteria and toxic minerals. Water is purified in
plant capable of consistently producing uniform quality of high purity water
which meets Bisleris high standards. It undergoes exciting quality controls
from the water source stage to final packaging.

1.

Purification Process
Purity and safety are two major factors taken care in sourcing and processing
of Bisleri water. Under ground spring is carefully selected based on its
portability and pathogen free water. Great care goes in tapping this source.
Only water below 25 meter is tapped. This is to avoid any surface
contamination to percolate and mix with under ground water source. Area
surrounding the water collection tube at the surface is protected and kept
clean.

The steps of manufacturing process are given below.

25

Step 1:

the water is collected in water storage tank where it is

chlorinated, giving sufficient contact time (1 hr.) for chlorine to destroy all
bacteria. Water then passes through sand filter and carbon filter. Sand filter
removes all suspended particles whereas carbon filter removes odour and
chlorine. The water is now free of all bacteria, suspended particles and
chlorine.
Step 2: the water now goes to ion exchange where the water is softened (the
undesirable heavy salts are removed). This helps in digestion.
Step 3: Water now passes through reverse osmosis plant, which is capable
of getting rids of even minute traces of toxic minerals, should and happen to
exist. In its simplest form the reverse osmosis plant consists of semi
permeable membrane which acts as molecular filter.
Step 4: Water now comes to second water storage tank and it once again
chlorinated. Just prior to use water is passed through carbon filter to remove
chlorine and then through a series of micron filters of diminishing pores
size. It is also sterilized with ultra violet light and ozonated to attain a
dissolved ozone residual concentration of 0.4 mg/lt. and maintain this
concentration for at least 4 min. This internationally accepted ozonation is
on the safer side and guarantees and overkill most micro organisms.
Step 5: Pet bottles in which it is filled are stretch are blow moulded 100C
as such are sterlite. Bottles are rinsed with water prior to filling and
immediately capped using rip off closures to ensure tamper proofing.

26

Processing And Quality Assurance

The casing tune itself is protected with stainless steel mesh to give a
preliminary filtration to the water.
Ultra filtration gives water reduction in turbidity and adds sparkle.
Activated carbon purifier to remove colour and odour in water.
Reverse osmosis membrane has porosity of less than 0.01 micron. The
process renders water free zero microorganisms and also reduces
dissolved solids.
To ensure Bisleri packaged drinking water is held safe free from
contamination, ultra violet treatment and ozonation process is carried out.
Ozone is unstable trivalent oxygen, a powerful bactericide with no side
effect, as it disintegrates into oxygen with couple of hours.
Sterilization effect of ozonized water continues even after water is
packaged, thereby ensuring safety of Bisleri up to its final packing. To
ensure high quality of packing material, component like cap and bottles
are manufactured in-house from resins of quality suppliers.
Good manufacturing practices are stringently followed at all times.
Processing is religiously monitored at every stage. Testing source water,
processing parameters, microbial quality, packaging material integrity and
finally, shelf life studies, forms an integral part of quality and safety
assurance plan.

27

DISTRIBUTION SYSTEM

Product:

Convenience

Distribution:

Intensive

Channel Length:

Medium

Its obvious that availability holds the key to the market. For any product to
be successful the distribution system has to be really good. Large tracts of
the country have not been explored by the national brands, which explain the
proliferation of smaller brands.
Bisleris strategy is to build a direct distribution system at an all India level.
That means serious investments in company owned trucks and carts. Parle
hopes to double its existing fleet of 1000 trucks. This would make it the
largest fleet owner in the country.
Currently, Bisleri has around 80,000 retail outlets in the country with about
12,000 each in the metros of Delhi and Mumbai. It is intended to increase
this number to 10, 00000 outlets in order to expand brands reach.
In order to service the home segment, the 5lt. packs are being pushed
through the route of fat dealers (wholesale dealers) who are retailers as
well as stockiest and serve as supply points from where customer can pick
the required quota. The customer can call the fat dealer and place order for
home delivery of 5lt. pack. 180 of these dealers are already functional, and
28

more are in the process of being appointed. The idea is to make Bisleri all
pervasive.
The company will invest approximately Rs. 200 Cr. to procure 2000 trucks
and hire the same number of sales people to extend the penetration of the
brand.
The company plans to have its own distribution networks in places where it
has its own plants. Franchises would manage the distribution in their
respective areas of operation.

Distribution Strategy:
The distribution system at Bisleri is unique itself as well as in industry as no
other player is making use of such an arrangement.
Variety is spice of life. Today for any business organization to be successful
it has to provide its customers `with the differentiated products i.e. a value
buy for them. In order to cater to the changing needs of the customers the
business has to continuously come out with the variants of the product so
that it can target the maximum segments.
Bisleri uses separate distribution strategy for 20 lt. and cups and rest of
SKUs. For SKUs other than 20 lt. and cups i.e. 500 ml, 1000 ml, 1200 ml, 2
lt. and 5 lt. Bisleri makes use of what it calls, Self Distribution. In this the
company maintains its own distribution force and infrastructure taking the
products to the off take point i.e. retailers. This has proved to be a key
29

success factor in gaining market share to this extent. The system has its own
advantages and disadvantages.
The advantages being:
Extensive market coverage and penetration.
Hands on feel of the market conditions.
More intimate relations and associations with the final off take points i.e.
the retailers.
Efficient implementation of promotional activities.
Efficient market intelligence mechanisms.
Almost nil locked up inventory.
Efficient order cycle management.
The disadvantages being:
Higher costs of distribution.
To management involved more in mundane activities of distribution
rather than long term strategizing.
Requirement of more company owned distribution infrastructure which
increases the overheads.
Huge man power requirements increase the personnel costs and related
expenditures.
For distribution of 20 lt. jar the company is restructuring the entire network
of operations. Delhi market will be divided into 5 market zones, where in for
each zone there will be a C&F agent deputed. The company will deal only

30

with these agents, while these C&F agents in turn will distribute through the
distributors.

BISLERI BOTTLE IN DIFFERENT SIZES

Size of the bottles
500 ml

Price per bottle

Target consumer
Rs. 5
Teenagers, college students and
roadside consumers. Also aimed

1 lt. and 1.2 lt.

to supply to the Indian Railway.

Consumers demanding a little

Rs. 12

more water at just a little more

2 lt.
5 lt.
20 lt.
250 ml cups

Rs. 15

price.
Small

Rs. 30

households.
Households, institutes, offices,

Rs. 45

retail shops, showrooms.

Households, institutes,

Rs. 3

schools and colleges.

For marriages, parties

office,

showrooms,

office,
and

meetings.

Market Coverage & Routing

The extensive coverage of the NCT (National Capital Territory Region) is
done through Self Distribution and distributors. There are in all 45 routes in
Delhi which are looked after by 10 Sales Executives. On an average there
are about 60 retailers covered per route. In all the total number of retailers
covered in the Delhi region are around 12000-13000.

31

Faridabad and Gurgaon are covered through C&F Agents. The company has
its depot managers who are reporting to Sales manager at Delhi office and
are looking after day to day sales activities.

DISTRIBUTION COSTS
1. Freight & Handling Costs

mainly include the costs incurred on

Fleet operations. The major part of this includes Vehicle Expenses,

Route Expenses. This accounts to 7% of the total costs.

2. Insurance Costs is not accounted while calculating the distribution

costs as even the loaded truck travels uninsured.

3. Wastage & Pilferages

amounts to about 0.8% of the total costs.

But this physically causes a lot of hassles during transport as it makes

the other cartoons wet and susceptible for damage.

4. Other Overheads of Distribution

includes the wages and

salaries of the Sales force and staff. This amounts to 6.5% of the total
costs.

32

5. Trade Margins include the margins of various intermediaries in the

distribution channel. The trade margins vary on SKU basis. The table
given below outlines the various trade margins:

SKU

Cups

500ml.

1 lt.

1.2lt.

2lt.

5 lt.

(qty. per

(36)

(20)

(12)

(12)

(9)

(1)

unit)
Retailers

Rs. 23

Rs.19

Rs.24

Rs.20

Rs.18

Rs.4

20 lt.

Rs.5

margins
(per unit)
Distributor

Margin

DISTRIBUTION CHALLENGES
Clamoring for shelf space.
Growing service expectations of customers.
Importance of visibility at the point of purchase.
Superior logistic support.
Minimization of cost of distribution.

33

Rs.5

SALES MANAGEMENT SYSTEMS

Sales management involves planning, implementation and control of sales

function.
Sales function comprises of all the activities and process involved in
bringing product and services to a point where prospective customer want
the product and services.
The sales function performed at Aqua Minerals Ltd. are:
Sales planning
Sales analysis
Implementing the sales system
Sales reporting
Order processing
Customer servicing
Merchandising (for 5 lt., 20 lt., and cup )
Organizing and implementing the sales promotion activities.
Debtors management-payment collection
Sales cost control
Stock and inventory management

Sales development
Customer complaint handling
Competitor activity feedback

34

 Market trend feedback

35

SALES ORGANIZATION CHART

All India Sales

Director

Director Sales
(company owned
plants)

Marketing
Manager

Sales Manager

Depot Manager
located at C&F

Sales Executive
Route 1

Sales Executive
Route 2

Sales
Representative

Sales
Representative

36

Sales Executive
Route 3

Roles and Responsibilities

All India Director
o Monitoring and controlling all franchisee operations.
o Controlling company owned plants in Metro & A-Class Cities.
o Setting all India sales targets.
o Creating sales organization.

Director Sales
o Monitoring and controlling individual bottling plants.
o Setting regional sales target
o Strategize the projected sales.
o Has to create the distribution infrastructure.

o Sales system control, working and monitoring.

Sales Manager
o To organize sales & distribution infrastructure in his region to
consistently deliver expectations.
o Setting sales target for the areas.
o Implement below-the-line promotional activities.

o Has to look for innovative ways to expand the market.

37

o Sales cost control.

o Implementing MIS in the area.
o Customer Service.
o Help Company owned as well as franchisees plant to achieve their
respective sales target.
o To collate and analyze figure before competitors action in the region.

Sales Executive
o Handling institutional sales.
o Market service and coverage.
o Implementing promotional schemes.
o Payment collection.
o Route management.

o Customer service.
o Ensuring product visibility.
o Daily market reports.
o New opportunity identification.
Field Sales Representatives
o Route service and coverage.
o Customer service and complaints handling.
o Payment collection.

38

o Market intelligence.

39

SALES PROMOTION
To expand the market, various below the line promotional activities are
carried out in the form of schemes.
The schemes are carried out differently for various SKUs.
The schemes which the company follows in Delhi region for targeted growth
are as follows:

500 ml. & 1 lt.

Promotions specifically for schools and colleges are given for this.
Executives are given specific targets and incentives for activating
restaurants, cinema hall and other institutional segments.
Small sub-distributors are given incentives in form of discounts and
schemes to promote specifically in walled cities.

1.2 lt.
Cross schemes are given on other packages mainly 500 ml. and 1 lt.,
which will be in terms of 1.2 lt.
Some routes are exclusively served by only 1.2 lt. and no 1 lt. this
helps in giving boost to sale of this SKU.
Display of 1.2 lt. on specified route on at least 5 outlets per market.

40

2 litre & 5 litre

As both the packages cater to almost similar needs and in terms of
outlets their clientele is very much similar generally cross schemes are
given on these two packages which help in one package pulling the
other, thus in turn increasing the sales of both.
To club these above SKUs with refill schemes of 20 lt. jar.
Plan to carry out a shop-to-shop promotion in market like Gaffar
market, Karol Bagh, Pahar Ganj where Bisleri will supply 5 lt. jar for
their self consumptions.

20 litre jars
Regular advertisement in print media.
Launched Break-away seal cap to obtain a niche over competition and
to put a full stop at duplicity.
Tie-ups with caterers and banquets in markets of East and West Delhi.
Street Promotion done at elite residential colonies of South Delhi to
promote Household clientele.

41

SALES FORECASTING
Sales Forecast is a starting point for any business. Marketing operation and
financial and personnel planning will collapse if Sales forecast is not reliable
within reasonable/ acceptable level of tolerance. Sales Forecasting is a
quantitative estimate expressed in volume or value terms of future sales for a
specific time period under assumed marketing programs and environmental
problems.
In Bisleri Forecasting is done on annual basis and is further broken down
into monthly basis as field executive targets. Forecasting is done by using
Trend Analysis and Sale Force opinion method.
The forecasting method starts with taking the inputs from sales executive in
terms of sales they will be able to achieve the following year through a
prescribed format.

42

ADVERTISING CAMPAIGN OF BISLERI

Every brand needs a good advertisement campaign to establish itself in the
market. So it becomes very imperative to look at various ad campaigns that
Bisleri undertook to build itself as a brand. Bisleri started its game-plan with
the punch-line of Pure and Safe and used the same catch-line for
advertising. But with the advent of many new players, all claiming the
purity, it became very imperative for Bisleri to differentiate its product so as
to stand out in the market. Bisleri found the answer in sealed cap bottles. It
claimed 100% purity. While the bottles of other brands, it claimed, could be
refilled with ordinary or even germinated water. Bisleris seal capped bottles
ensured the consumer of purity of water and one time using the bottles. The
ad showed a milk-man and a child showering their buffaloes and filling the
so-called mineral water bottles with the same water he is drinking. Next
clip shows the Bisleri bottles being sealed with plastic caps and ensuring the
purity of water. The ad did work of Bisleri and it got its much needed
product differentiation.
In 2000, some giant brands like Pepsi and Coca-Cola entered the packaged
drinking water industry with a big bang. Bisleri now had a big threat of
maintaining its market cap. While Coca-Cola introducing its brand Kinley
as a health care product, Pepsi projected Aquafina as something as pure as
your own body. Pepsi targeted the young generation and introduced
Aquafina as a fancy product to carry.

43

The ad campaign of Aquafina emphasized as 70% of your body is water

and thus give your body the purest water. The ad showed young vibrant
models and created the atmosphere of youthfulness. Water, Pepsi claimed,
was no longer a simple beverage, but was something highly fashionable.
They complimented it by giving their bottles and attractive look. This soon
caught the eye of the consumer. All these factors made Pepsi the biggest
upcoming competitor of Bisleri (whereas Kinley lagged behind the race,
showing a doctor advising a family to take Kinley for pure water not a
very attractive ad campaign). But now Kinley is also giving a very good ad
campaign boond boond main vishwaas a child pouring Kinley in its
aquarium. Bisleri to counter attack the new Feeling Young fever had to
even bolder steps. They first changed their base-line from Pure and Safe to
Play Safe. They tried a brand new ad campaign to catch the fancy of
consumer. The new ad showed a young romantic couple on a marooned
island, when the girl seductively attracts the guy and he follows her in
trance. The moment he gets hold of her, she whispers something in his ears.
The next few shots show the guy looking for something in frenzycan not
find it.rushes towards the chemists shopbuys something (keeping the
audience in suspenseor rather implicating point for) the girl opens it and
POOF takes out a bottle of Bisleri and quenches her thirst. Caption:
Play Safe. This campaign was to catch the attention of youth and new
Indian society which is supposed to be not-so-prudish. Thus Bisleri has
taken a very bold step. The T.V. ads have been complimented by print ads
also. The campaign is reported to be doing pretty well.

44

The latest ad campaign which shows the break away seal of 20 litre bottle is
step taken to stop duplicity of a large extent. This break away seal gives an
impression for high quality packaging thus making it more says for
consumers. This ad campaign is also attractive and lay emphasis on quality
packaging. North accounts for 35 % of sales for the industry, West accounts
for 30 %, South 20%, and the East15%. Bisleri has five plants in North,
three in the West, four in South and one in the East.
In order to be available in untapped areas, Chauhan is planning to set up
manufacturing units in Bihar and Orissa where Bisleri has no presence as of
now. Currently, Bisleri has 14 manufacturing units- two of which were set
up in the past two year at Ahmedabad and Surat.

45

OTHER COMPETITORS

The mineral water market is to set to explode and hit the Rs.2000 cr. mark in
the next couple of years. This drew the big guns attention. First Britannia
launched Evian. And then Pepsi entered the fray with Aquafina. Then Nestle
with Pure Life but now with Perrier, pure thrust. Meanwhile, Parle Agros
Bailey has been growing steadily. Small local players are breathing down
Bisleris neck riding on better trade margins and intensive distribution (in
their respective areas of operation). Bisleri faces tough competition from
these in organize sector
Coca-Cola Kinley
Pepsi Aquafina
Nestle
Parle Agros Bailey.

KINLEY
Kinley water was launched in August 2000 in one litre bottles for Rs. 10 but
not been rolled out nationally. Coca-Cola joined the race by announcing the
imminent launch of fits own brand of water and, in the process, putting to
rest rumors of its so-called takeover of Bisleri. The water is produced at
Coca-Cola's three green field manufacturing plants at Bidadi near Bangalore,
Dasna in Uttar Pradesh and Goa. The company plans to either add more
water bottling operations or go for contract bottling as it goes national.

46

In September, CCI made an announcement that literally grabbed the

headlines. CCI announced that Kinley had overtaken the near-generic Bisleri
brand in terms of market share. Quoting ORG-MARG/ AC Nielsen data,
CCI claimed that for the period ended July 31, 2002, Kinley's market share
had been recorded at 35.1 per cent, against that of Bisleri's 34.4 per cent.
The peak summer months saw CCI rolling out Kinley in 200 ml cups. The
cups, priced at Rs 3 each, were first rolled out in pockets of Gujarat. With
this initiative in place, the company is hoping to generate market share from
the institutional segment such as restaurants and hotels, caterers, and
transport channels such as buses and trains. CCI said it was doubling the
bottling capacity for Kinley through a combination of company-owned
plants, franchisee operations and contract packers. Two of CCI's key bottling
partners, namely the Gandharis and Goenkas, invested Rs 10 crore for a new
bottling water plant in Punjab for Kinley. Its consumers are also quality
conscious and brand loyal.

AQUAFINA
The advantage for Aquafina is that though they are over 300 labels of bottled
water in the Indian market, few can be called. It is necessary to remember
that every product with a name is not a brand; even Bisleri has become
generic to this category.

It does not have any emotional values attached to it. So there was no
difficulty for Pepsi in creating space in such a market which is completely
47

different from the soft drinks market, where it will be very difficult for any
new player to find a slot. So the creative team at HTA virtually had an empty
canvas to work on.

And it came up with a campaign that did have people talking. First, as series
so teasers, followed by a film that showed healthy bodied and youthful
people and, of course, lots of water. Although Aquafina started with only 750
ml. pet at Rs. 10 but now it launched its 1 lt. pack also with the price range
of Rs.12. in addition to the tamper proof seal, there is reliable method of
checking whether the bottle has been reliable. The date of manufacturing has
been written on the cap as well as on the bottle. Thus a person who is
refilling it would have to find a matching cap and bottle, the probability of
which is very low.

NESTLE
Nestle India is the latest to enter this market with the launch of its brand
`Pure Life' in New Delhi. It plans to grab a 50 per cent market share in the
next two years and emerge as a strong player. The company has not ruled out
acquiring existing brands. The product will be available in other cities as
well soon.
The water is bottled at Nestle's new plant at Samalkha in Haryana. Nestle
has already launched two of its global premium mineral water brands
`Perrier' and `San Pellegrino' which are targeted at niche markets.

48

PARLE AGROS BAILEY

Bailey the brand that is owned by Ramesh Chauhans brother Prakash
Chauhan is very popular in the southern part of India. Southern part of India
accounts for 20% of the sale of the whole water market industry. Bisleri
would have a tough competition from Bailey since the company plans to
spread its presence in that part of the country. Another thing that makes the
competition difficult for the company is the price at which its competitor is
offering the product. Like Bisleri it also gives the 1 lt. for Rs.10. The only
strength point of the company which it can capitalize is its generic name.
And also the company would have to enter that market with a strong
distribution base. We know the fact that Bailey has grown at a rapid pace
using the route of franchising which Bisleri has not adopted. This is another
point which the company would have to take care of to face the competition.

49

SWOT ANALYSIS

MICRO ENVIRONMENT FACTORS:

Those forces which effect the organization from within i.e. due to its own
activities and performance. Those forces can be controlled by the
organization and an organization can improve on its strength and weaknesses
in the market.
STRENGTHS :
Those activities, which put the organization a step ahead of others with its
performance in the field of marketing mix, are products, price, promotion,
and physical distribution.
Strength of the Bisleri in the market are:
Produce packaged drinking water in different packaging.
Having the largest distribution network.
Low cost of distribution for packaged drinking water bottles.
Heavy investment on ad campaigns.
Its name has become synonym for packaged drinking water.
Its 20 lt. Bottle has also reached to the retail outlets.
Low cost incurred on production on pet bottles.
Charging better prices from the customers.

50

 Now paying more emphasis on break-away seal and attracting

consumers to use only Bisleri.
Company is having large surplus of funds.
Large stock maintained by the company.
Availability of water bottles at the nearest possible outlets.
They maintain constant quality checks on quality of purified water.

WEAKNESSES :

Produce low quality per bottles, which cannot be sterilized.

They dont manufacture dispensers.
They charge more for 5 lt. And 20 lt. Bottles as compared to other
emerging companies.
Bad publicity done before by the newspaper.

MACRO ENVIRONMENT FORCES:

Those forces, which affect the performance and ability of an organisation
from outside, i.e., those forces are uncontrollable and the organization
cannot manipulate these forces.

51

OPPORTUNITIES :
A major purpose of environment scanning is to discuss new marketing
opportunities. A market opportunity is an area of buyer need in which a
company can perform in profitability. Various opportunities of Bisleri in
market are:
The business is growing at the rate more than 80% per annum
There is a high growth in 500 ml., 2 lt., 5 lt., 20 lt., water bottles.
Their break-away seal concept is accepted by the market.
There is large market share of unorganized sector in packaged
drinking water industry. And Bisleri share is increasing gradually.
Now middle class people also use packaged drinking water at their
shops and homes and it become the need of the metros.

THREATS :

Kinley is the biggest threat to Bisleri as it is Coca-Cola company and

they have surplus funds to invest in this company.

52

 Its higher prices and low retailers margin has made the competitor to
strengthen their feet in the Bisleris market.
Being an Indian company, it is getting affected by international brands
like Pepsi, Kinley, and Nestle.

53

RESEARCH METHODOLOGY
Research is common parlance refers to a search for knowledge. The purpose
of research is to discover answers to questions through the application of
scientific procedures. Research methodology refers to the tools and methods
used for obtaining information for the purpose of the subject under study.
Research methodology deals with the various methods of research. The
purpose of the research methodology is to describe the research procedure
used in the research. Research methodology overall includes the research
design, data collection method and analysis procedure which are used to
explore the insight information form the research problem. Research
Methodology helps in carrying out the project report in by analyzing the
various research findings collected through the data collection methods.

RESEARCH DESIGN
Research design is an important and the vital part of the research. Research
design is a comprehensive master plan specifying the procedure for
collecting and analysis the needed information. Research design provides an
excellent framework for the research plan of action. The function of the
Research design is to ensure that the required data is in accordance; research
design is a blue print for the research study, which guides research in
collecting and analysis the data.
Here in our project we have used the two type of research design:
54

EXPLORATORY RESEARCH DESIGN

Exploratory research design helps the research in getting the insight
Information from the research problem. Generally all the marketing
Research projects innuendos exploratory research that helps the researcher in
providing the sharp focus of the problem under research. Exploratory
Research lays emphasis on the discovering of ideas and possible inside to
get the information needed to carry out the research has used the exploratory
form to research design in the project under study.

CONCLUSIVE RESEARCH DESIGN

Conclusive research design is the design, which helps the researcher in

studying the research problem in the conclusive form; this helps the
researcher in choosing the possible cause of action from various alternatives
to make a rational design. Hence this type of research is being used in this
research project.

55

DATA COLLECTION METHOD

The success of any project or market survey depends heavily on the data
collection and analysis. It is necessary that the data collected is a reliable
data in order to achieve the research objective. All data sources can be
classified into two data:

1. PRIMARY DATA
2. SECONDARY DATA
1. PRIMARY DATA- Primary data is the data which are fresh and
collected for the first time, and are original in character. It consist of
the actual information. There are various Primary data collection
techniques, which have helped in data gathering.
The primary data collection techniques used in the project is as
follows:
a) PERSONAL INTERVIEW METHOD
b) SURVEY METHOD
c) QUESTIONNAIRE METHOD
2.SECONDARY DATA- Secondary data are those data, which have been
already collected or published for the purpose other than specific
research need at hand. This data is simply used up by the researcher
for his purpose of collected the data and its use is now not the same .
56

The secondary data source here in this project are: a)

MAGAZINES

b)

COMPANIES INTERNAL RECORDS

c)

WEBSITES

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample for a given
population. A sample is only a portion in the universe. Sampling is used to
collect the primary data. The objective of sampling is to get maximum
information about the parent population with minimum effort. Sample
Design consists of the following factors.

1. Sampling unit
The target population for the survey of:

Consumers were the already existing customers drinking

packaged drinking water as well as those not drinking mineral water. This
sampling unit was taken randomly from Delhi region.

Dealers were the retail and wholesale outlets of the

company located in Delhi region particularly the areas were taken randomly,
those areas are: Palam Airport, Highway, Bhijwasan, Kapashera, Vikas Puri,
Paschim Vihar, Janak Puri, Khan Market, Lodhi Road, Lodhi Colony,
Defence Colony, M.M.Market, Vasant Kunj and Vasant Vihar.
57

2.

Institutions were hotels in the Carol Bagh region.

Sampling Techniques
The sampling technique applied in this project is mainly Non-Probability
(convenience) sampling.

3.

Sample size
The sample size for the survey conducted for the analysis of:

Dealers were 303 retail outlets.

Institutions were 69 hotels.

And 50 customers for consumer survey.

58

ANALYSIS & INTERPRETATION

1. DEALERS SURVEY:
In this survey 303 retail outlets were taken as the sample size and the
sampling unit was taken randomly within the Delhi region. In this survey the
analysis was done to identify the consumption pattern of the various SKUs
of Bisleri brand. The competitors role in the market their strategies and their
promotional schemes were also analyzed. Lastly the market share of Bisleri
and its competitors was found out by the primary data collected through
interviewing method. Thus the analysis and the interpretation are given
hereby.

Area: Palam Airport. Highway, Bhijwasan, Kapashera.

Salesman: Mr. Manoj
Sales Supervisor: Mr. Digvijay.

This area is having basically two of the big marketers of packaged drinking
water i.e. our product Bisleri & Aquafina. In which Bisleri is leading and
having a good market share. As this area is highway so the basic customers
of our product are the passengers of that highway. Our basic market priority
59

must be based on more and more visibility. This area mostly covers a large
sale of 1 litre and 1.2litre. water bottles. In this area shops like Jain Pan,
Rahul Sweets, Agarwal Sweets and Gupta Jan Pan are having a good display
of our product Bisleri. There is an intensive distribution strategy adopted in
this market. This is one of the major sales areas of the company. In this area
our nearest competitor is Aquafina giving up a high scheme of giving one
case of 12 bottles free with every 2 cases.
In this area we visited 57 retail outlets. According to survey conducted there
we got that the market share in this market hold by the Bisleri is 48%,
Aquafina 24%, Kinley 18%, Nestle 4% and Others 6%. The scheme of the
company varies from shop to shop according to their sales. Generally the
scheme given in this market are 1case free with every two or 1 case with
every three. Here the company emphasizes more on below the line
promotional activities like hoardings, banners etc. they also give other
benefits to retail outlets like providing the small fridges or boxes etc.
Market share of packaged drinking water in this area is shown by this graph:

60

4%

6%
Bisleri

18%
48%

Aquafina
Kinley
Nestle
Others

24%

E
rror: Reference source not found
Area: Vikas Puri, Paschim Vihar
Salesman: Mr. Gaya Prasad
Sales Supervisor: Mr. Anil Sharma.

61

2%

6%

20%
42%

Bisleri

Aquafina

Kinley

Nestle

others

30%

Bisler
i and Aquafina basically cover this area. In this area 61 retail outlets are
surveyed. In this area Bisleri is having a good market share but due to some
schemes launched by Aquafina i.e. getting free case of water with Pepsi and
making the retailers bound to sell there product. This area is having sales of
all SKUs, especially 5 lt., 20 lt. The company very nicely covers this area
and Bisleri leads the market in this region. This area also covers the
institutional sales like of schools and colleges. In this area sale of 500 ml.
pet is generally at schools and colleges. This area requires a lot of market
study and competitors strategies adopted must be understood. As this area
have a lot of schools and colleges, so more of the marketing strategies can be
applied here. According to the survey conducted here the market share of
Bisleri is 42%, Aquafina 30%, Kinley 20%, Nestle 2%, others 6%.

Area: Janak Puri.

Salesman: Mr.Gill
62

Sales Supervisor: Mr. Anil Sharma.

This area is having a good market share of Aquafina, Bisleri, Kinley and
Paras. In this area 44 retail outlets were surveyed and all the data has been
collected from them. This area is having a good market of 20 lt. Jars and 5
lt. Jars. because this is basically a residential area. This area also has a good
market of 500ml. pet because these packs are not available by Pepsi. The
market of 1 lt. and 1.2 lt. is captured by Aquafina by there schemes of g free
case of packaged drinking water with every case of 2 lt. Pepsi and other
scheme of getting 1 case free with every two cases of water. This area
requires a special attention and proper visit of sales supervisor is need to
sustain in this market. New and attractive schemes should be launched in
this area so as to bring back their old customers. Some of the market is also
covered by Paras water so in this area proper ad is also required.

63

In this area company should concentrate on the 20 lt. jar & 5 lt. jar market
and should make strategies to maximize its sales in this product.The market
share of the companies in this market are Bisleri is having 40%, Aquafina
32%, Kinley 15%, Paras 8%, others 5%. This is shown by the given graph:

8%

Bisleri

5%

15%

40%

Aquafina
Kinley
Paras

32%

others

Error:
Reference source not found

64

Area: Khan Market, Lodhi Road.

Salesman: Mr. Gulati.
Sales Supervisor: Mr. Ramola.

This area is being located in the heart of the city. The customers of this area
are too much quality conscious and not price conscious. On having a view
on customers segmentation this area belongs to royal class home users.
There are many competitor of Bisleri in this market and all the brands are
available on each of the retail outlet. In this area, Bisleri has a market
competition from Kinley, Aquafina, Nestle, Himalayan, Catch, Kingfisher
and other local competitors. This area basically has a higher consumption of
1.2 lt./1 lt. bottles and 20 lt. jars. In terms of visibility our product is having
a good space and is well being displayed. As this area lays in high class
society so the preference of customers are on natural drinking water rather
than packaged drinking water. That is why catch and Himalayan are having a
good hold in this area. For the sales promotion Himalayan (Rs.144 per case,
M.R.P. 15) and Catch (Rs. 180 per case, M.R.P. 20) are giving schemes of 1
case free with every 5 case. Thus company should emphasis on better quality
product and market penetration in this area. Because of the reason of the bad
publicity done before by the newspaper the sale was drastically reduced, this
now requires a great attention and action too by giving more advertisements
and good publicity.

65

In this area 46 retail outlets were visited and all the inferences are drawn on
the survey based on them. The market share of water in this market is that
Bisleri is having a share of 34%, Aquafina 12%, Kinley 20%, Nestle 8%,
Himalayan 10%, Catch 11%, Kingfisher 3%, others 2%. This is also shown
by the graph given as under:

40%
35%
30%
25%
20%
market share 15%
10%
5%

34%
20%
12%

8%

0%

brands

66

10% 11%
3%

2%

Area: Lodhi Colony, Defence Colony, M.M.Market.

Salesman: Mr. Laxmi Narain.
Sales Supervisor: Mr. Vijay Pandey.

This area is having quality conscious customers, therefore customer

orientation is not only price but the major emphasis is on quality. On having
a view on customers segmentation, this area belongs to royal class home
users. In this market Bisleri is getting a tough competition from Aquafina
and Kinley. Catch is also in one the preference of the consumers. In this area
visibility of our product is up to mark because the major brands i.e. Kinley
and Aquafina are given equal weightage to Bisleri. The basic demand in this
region is of 5 lt. and 20 lt. jars because this is a residential area and a regular
demand of these jars are more visible. As in this SKU (5lt. and 20 lt. jars)
Bisleri is facing less competition.
In this area 61 retail outlets were visited and according the survey conducted
on them we got some inferences that the dealers interest is not only in their
margin but also in the variety. So, they keep all types of brand (Kinley,
Aquafina etc.). This area requires a regular visit of the sales supervisor and
so as to increase the market share in this area company should plan some
strategies and should do some below the line promotional activities. Because
of the schemes given by the Aquafina and Kinley they recently acquired a
good market. Aquafina and Kinley launched their schemes of 1 case free

67

with every two and Bisleri is still giving their old schemes of 1 case free
with every 4 cases. Thus this area requires newer schemes and much more
advertisement.
According to the survey, the market shares of Bisleri is 38%, Aquafina 22%,
Kinley 24%, Catch 8%, Himalayan 2%, Paras 2% and others 4%. These
results are very well shown by the graph as under:

68

Area: Vasant Kunj, Vasant Vihar.

Salesman: Mr. Mohanjeet.
Sales Supervisor: Mr. Kaushal

This area is key market of packaged drinking water. This area is a mix of
residential & commercial area. In this area 34 retail outlets were visited and
according to the survey, the particular inference has been drawn that all
types of SKUs have a good market. 5lt. Jar and 20 lt. Jar have a very wide
market in Vasant Kunj area, as it is densely populated residential area.
1lt./1.2 lt. And 500ml. Pet has a regular demand in Vasant Vihar commercial
area i.e. Priya PVR cinema hall.

In this market Bisleri is having a nice competition with Aquafina, Kinley,

Paras and other local competitors. According to the survey, the area near
Priya cinema hall, is growing and is a major market so the company should
emphasize more on advertisement, below the level promotional activities
and the display on the retailers shop.

This area shows a good market for 500ml.pet, as the SKU is not much
produced by their competitors. Company should provide some more
schemes to retail outlets and give some banners, plastic plates and hoardings
to them. Thus they can increase their market share. Company can also

69

increase their availability of their product, Bisleri inside the cinema hall and
should give more margins to increase their sales.

In this area the market share of packaged drinking water is Bisleri 48%,
Aquafina 24%, Kinley 22%, Paras 2%, others 4%. This is also shown by the
underneath graph:

2% 4%
22%
Bisleri

48%

Aquafina
24%

Kinley

70

Paras

Others

CONSUMERS SURVEY

This survey was done randomly in whole Delhi. The sample size taken in
this survey was 50 persons (consumers or non-consumers). There brand
awareness and there preference was also analyzed. For the collection of this
primary data, questionnaire was the medium used to get all the information
for finding out the market share of this product and its competitors. The
analysis done shows that the general preference of the consumer is generally
Bisleri and then Kinley. Top of the brand awareness position is taken by
Bisleri as it is also used synonymous of packaged drinking water by the
customers. The analysis and interpretation done on this questionnaire is
shown hereby.

71

Q 1.) In which packaged drinking water by which brands you are well aware
of?
This shows Top Of The Mind Awareness (TOMA):
As per the survey of 50 customers findings are as follows
50% recalls Bisleri first.
22% recalls Kinley first.
14% recalls Aquafina first.
4% recalls Nestle first.
4% recalls Kingfisher first.
2% recalls Catch first.
2% recalls Himalayan first.
2% recalls Ganga first.

72

4%

2%

2%

2%

4%

14%
50%
Bisleri

Kinley

Aquafina

Nestle

Kingfisher

Catch

Himalayan

Ganga

22%

Q
2.) Which brand will you prefer most for packaged drinking water?
a) Bisleri

b) Kinley

c) Aquafina

d) Any other (_______)

The brand preference of the consumers is as follows:

50% of the consumers prefer Bisleri.
28% of the consumers prefer Kinley.
16% the consumers prefer Aquafina.
4% of the consumers prefer Nestle.
1% of the consumers prefer Catch.
1% of the consumers prefer Himalayan.

73

50%

50%
Bisleri

40%
market
share

28%

Kinley

30%

16%

20%

Aquafina

4%

10%

1%

1%

0%
Bisleri

Kinley Aquafina Nestle

Catch Himalayan

Brands

Nestle
Catch
8%

Error: Reference source not found

Q 3.) Which pack size do you generally consume?

a) 500 ml. Pet

b) 1 lt. Pet.

c) 5 lt. Jar

d) 20 lt. Jar.

The consumption pattern of pack size is identified as:

80% of them consume 1 lt. /1.2 lt. bottles.
14% of them consume 500ml. pet bottles.
2% of them consume 5 lt. jars.
4% of them consume 20 lt. jars.

74

80%
60%
1 lt. / 1.2 lt.
40%

500 ml.
34%

20%

20lt.
0%

1 lt. /
1.2 lt.

500
ml.

5 lt.

20lt.

Error: Reference source not found

Q 4.) How often you purchase packaged drinking water?

a) More often

b) Often

c) Rare

d) Very rare

The consumption period of the customers are judged as under:

8% purchase water more often.
34% purchase often.

75

 40% purchase rare.

18% purchase very rare.
Consumption pattern is also shown by the graph:

18%

8%

More often
Often
34%

40%

Rare
Very rare

Error: Reference source not found

Q 5.) From where do you generally buy packaged drinking water?

a) Highways

b) General stores

c) Cinema halls

d) Rail & bus stations

e) Any other (__________)

76

 28% says they buy packaged drinking water from Highways.

32% says they buy packaged drinking water from General stores.
24% says they buy packaged drinking water from cinema halls.
16% says they buy packaged drinking water from railway and bus
stations.
This also illustrated by the following chart:

Highways

16%
28%

General stores
Cinema halls

24%

Railway & bus

stations

32%

Error: Reference source not found

Q 6.) What do you think is the most essential thing for packaged drinking
water?
Purity & Quality Purity Seal & packaging

77

Brand name

Availability

( )

( )

( )

( )

( )

Purity & Quality is the essential thing on which the sale of the water
depends most. Thus 28% customers prefer packaged water because
this feature.
Price is least considered feature which the customer is least bother
about. 4% of the customers emphasize more on price.
Seal & Packaging is also an important thing which customers prefer
for. 22% people think it to be the essential thing in packaged drinking
water.
Brand name is also given the equal weightage as seal and packaging.
22% customers go on Brand name for the purchase of packaged
drinking water.
24% of the consumers believe that availability is the major factor,
which is most essential. So, company should give a special attention
to the distribution network.

78

This data is also represented by this graph:

Q 7.) Which factor can change your brand preference?

Quality

( )

Quantity

( )

Price

Availability

( )

( )

Customer changes their preference because of some reasons and according

to survey the factors which can change brand preference are:
38% can change their preference if they dont get the expected quality
level.
20% can change their preference if they do get more quantity in other
brand.

79

 14% can change their preference if the company hikes their prices.
28% can change their preference if the preferred brand is not available
in the market.
This is well interpreted by this graph:

28%

38%

Quality
Quantity
Price

14%

Availability

20%

E
rror: Reference source not found

Q 8.) How can we increase the availability of our product, Bisleri in the
market?
a) Hospitals.

b) Schools & Colleges

c) Street Hawkers

d) Any other (________)

80

By the customers viewpoint company can increase their availability by

increasing their market in these areas.
38% says that increase in availability can be increased by creating
new markets in hospitals.
40% says availability can be increased by supplying their product in
schools & colleges.
22% says Bisleri can increase their sale and distribution by increasing
their availability through street hawkers.
This graph showing the concept of increasing their availability in market
is as under:

81

Street

22%

hawkers
Street hawkers

School &

40%

Colleges
School &
38%

Hospitals

Colleges
Hospitals

0%

20%

40%

Error: Reference source not found

Q 9.) Do you use 20 lt. Jar of packaged drinking water?

a) Yes

b) No

68% of the customers use 20 lt. jars of any brand for their residential
or commercial area.
32% of the customers dont use 20 lt. jars. They use tap water or
purified water.
Consumption of 20 lt. jar is shown by this given figure:

82

No; 32%

Yes; 68%

Q 10.) (i) Have you heard about our free home delivery service of 20 lt.
Jars?

83

a) Yes

b) No.

84

 62% people say that they have heard abut the free home delivery
offered by the Bisleri.
38% people says that they are unaware of the free home delivery
scheme
This is shown by the given graph:

No
38%

Yes
Yes
62%

No

E
rror: Reference source not found
(ii) How do you find our free home delivery service?
a) Fine

b) Good

c) V.Good

d) No comments

50% customers say that the service provided is fine.

16% customers say that the service provided is good.

85

 14% customers say that the service provided is V.Good.

30% customers dont want to comment on this term.
The rating of their liking of free home delivery is shown by this graph:

27%
Fine

Good

V.Good

45%

No Comments

13%
15%

E
rror: Reference source not found

Q 11.) Is the price justified by the company?

a) Yes

b) No

If No, then reason (__________)

Views of the persons on the price justification of the company are
interpreted and out of which:
44% says, yes the price is justified.

86

 56% says that price is not justified.

This analysis can be interpreted by this chart:

The persons surveyed saying that price justification is not right gives the
reason that Rs.10 is fine and comfortable for a customer to buy a water
bottle.

87

Q 12.) What would you like to suggest for the betterment of our company?
Your Suggestions:
The persons taken into consideration and being surveyed gave some
valuable suggestions, which can help the company to increase their sale.

88

They suggested that:

They should have a check on their seal in 1 lt./1.2 lt. and 500 ml.
SKUs.
As because of there bad publicity done before they should emphasize
more an quality and advertisement to reduce the adverse affect ever
made before.
They should introduce flavored water like Catch or they should
launch some type of ready made sharbats.

89

INSTITUTIONAL SURVEY

The Carol Bagh region of Delhi region was taken as the sampling unit and
the sample size was 69 hotels. The survey was conducted so as to identify
the buyers and non-buyers of Bisleri and to analyze the consumption pattern
of the various SKUs. The survey also gave the feedback regarding the
complaints and margins given by the company. By this analysis we were
able to interpret the buyers of their competitors and their marketing
strategies. The promotional activities of Aquafina, Kinley and other
competitors were analyzed.

Two major analyses were done on the data collected i.e. market share of the
buyers and non-buyers and the market share of Bisleri and other
competitors. This analysis gave the interpretation that:

In the region surveyed, there were 43 hotels that were the buyer i.e.
62% buyers of Bisleri and 26 hotels were non-buyers i.e. 38% were
non-buyers of Bisleri. The non-buyers in this region are not
purchasing the Bisleri because of the bad publicity done by the
newspaper in near past, and because of its lesser margins and seal
problem faced by them. So as to increase the market share in this
region, company should make some strategies and have a keen eye on
their lacking and on the strength of the competitors.

90

The buying behavior of the consumers is also studied and is further shown
by the chart given as under:

38
%

Non Buyers

62
%

Buyers

0%

20%

40%

60%

80%

Buyers Non Buyers

The market share of Bisleri and other competitors was also studied and the
following inferences were made that the only Bisleri consumers are 34% of
the total market. Else the market share is stated as under:
Bisleri is having 51% of market share.
Kinley is having 22% of market share.
Aquafina is having 18% of market share.
Kingfisher is having 9% of the market share.

91

These figures are also represented by the help of this graph:

60%
50%

51%

40%
30%

22%

18%

20%
10%

9%

0%
Bisleri

Kinley

Aquafina

Kingfisher
E

rror: Reference source not found

In the Carol Bagh region company is having a good distribution network.

Basically 1 lt. / 1.2 lt. bottles are the basic SKUs which is are having a good
sale in this region. Bisleri should also penetrate in the schools and colleges
market so to increase the market share and by this they can increase their
sale to extremes. For giving boom to the sale company should introduce new
schemes and do some promotional activities by which customers get
attracted and give a helping hand to the company.

92

By this we interpreted that Bisleri is still market leader in this segment and
having a good lead over its competitor in this particular region.

93

FINDINGS

During our training whatever we have learned we have tried to present in the
report although it is just equivalent to touching the tip of ice berg but it is
surely helpful to the company for which the study was conducted after
studying and gathering the information through direct interview of customer
and retailers and observation it may be concluded:

Product available at most of the retail outlets, hotels in Carol

Bagh.

Many retailers complain regarding the margin on the product

especially 2 lt. bottles and 20 lt. jar.

Bisleri has complete network of physical distribution

Schemes are not well framed so as to give competition to

competitors because of which retailers are not satisfied.

Bisleri takes the highest position in Top of the mind awareness

while doing consumers survey.

Bisleri is the market leader and having neck to neck

competition with Kinley.

94

CONCLUSION

To conclude the information which we got through the various sources, it is

quite evident that an efficient promotion, physical distribution and proper
communication can increase the total sale of the company in a big way and
an inefficient coordination between all these spoil the efforts made by Sales
force. It is also very clear that proper and systematic use of limited resources
can do wonder for the company.
As we have seen from the market survey that packaged drinking water
industry is very huge and growing rapidly. The water market is going to
reach Rs. 2000 cr. till the end of 2003. Thus we can imagine how big the
water market is and imagine the growth in this industry. This market is
having large share of unorganized sector. In water industry production cost is
very low. But the distribution cost of operations and make sure about the
availability of water.
Bisleri distribution network to retail outlets is the best example. They have
given 20 lt. jars to the retailers and thus reduce the distribution cost. Now
there is trend in the market to give bottle without security and a dispenser
free of cost to a party using 100 lt. of water.
To increase Customers Company should go upon this strategy but only when
it has production capabilities to give regular supply to their customers. As in

95

this business most of the customers give preference to delivering service and
availability on time.
According

to

Deepak

Jolly,

executive

vice

president,

corporate

communications, Pepsi Foods Ltd. Aquafina will be helped by Pepsis

network. Moreover, Aquafina will be served absolutely chilled. That makes
sense too, since surveys have indicated that an overwhelming majority of the
bottled water that is consumed in India is by people who are traveling.
With the big players, who have the support of the financial muscle and a
large consumer base in other categories with them, like Pepsi, Britannia,
Nestle and Coca-Cola the battle is the tougher arena of brand building. All
the multinationals are looking at high-octane advertising targeting specific
consumer segments. Sensing troubled waters ahead, Bisleri is busy working
in strategy to soak up the competition and protect his water kingdom. By the
strategies followed by the Bisleri has become a synonym of packaged
drinking water.
By the institutional (hotel) survey, dealers survey and the consumers survey
we got many conclusions and found out the market share of the brands
involved in this industry. According to it Bisleri is the market leader having
the market share of 44%, Kinley is its nearest competitor having its market
share of 31%, Aquafina 15% and other brands are covering 10% of their
market share. Thus company should emphasis more on its advertisements,
retailers and wholesalers margin. Company should also have a keen quality
control system because their break-away has been accepted by the public
and if sometimes the complaint comes then it will affect the sales of Bisleri.
96

As this water industry is going up with a very high pace so company should
develop some new strategies and should always look on competitors
strategies.

97

RECOMMENDATIONS

Advertisement to build the brand image that will provide the required
ground to establish the authenticity to the product.
Awareness programs at health clubs, schools, cinema halls & nursing
homes and in front of business complex.
To win over the consumer belief and faith over the genuinity the
product.
Display of hot and cold dispensers and bottles at places like hotels,
clubs and airports where upper class group visits, as they are the
potential customers. Place like departmental stores, petrol pumps and
super bazaars can also be considered.
The company should organize camps at various part of the city. Also
road shows to bring about the difference between packaged drinking
water and filter/ purified water and to tell the people how packaged
drinking water is more hygienic than filtered water/purified water.
To aware people the cost benefit analysis to the customer of how the
water costs less and benefit more, because people using purifier
system cost too much.

98

 Special emphasis should be given to availability of water on time.

There is large market of packaged drinking water and company should
look after the production unit and maintained production level in
accordance with the market requirement.
There are some

institutional consumers, which have

large

consumption for them; company should have some promotional

schemes. They should provide them free dispensers.
Bisleri should have a quality check over their break-away seal in
500ml. pet and 1.2lt. pet. Sometimes retailers get annoyed if it is not
tempered properly.

99

LIST OF THE HOTELS WHILE DOING INSTITUTIONAL SURVEY

HOTELS

STATUS

BRANDS

CONSUMPTIO
N

Hotel Parkview

Buyer

Only Bisleri

20-30 Cases

Hotel Apra International

Non buyer

Kinley

60 Cases

Hotel Rahul Palace

Non buyer

Kingfisher

20 Cases

Hotel Good Palace

Buyer

Kinley,Aquafina,Bisleri

15 Cases

Hotel Arpit Palace

Non Buyer

Kingfisher

60-80 Cases

Hotel Swisston Palace

Buyer

Only Bisleri

5-10 Cases

Hotel Nice Palace

Non buyer

Aquafina

20-25 Cases

Hotel Welcome Palace

Non buyer

Kingfisher,Kinley

40-50

Hotel Taj Princess

Non buyer

Kingfisher

80-90 Cases

10

Hotel Ganga Sagar

Non buyer

Kinley

90 Cases

11

Hotel M.S. Regency

Non buyer

Sister Concern Of Gangasagar

12

Hotel Grand Control

Buyer

Bisleri,Kinley

15-20 Cases

13

Hotel Star Palace

Buyer

Only Bisleri

5-10 Cases

14

Hotel Golden Palace

Non buyer

Aquafina And Kinley

30-40 Cases

15

Hotel Lucky Holiday Inn

Non buyer

Aquafina

30-40 Cases

16

Hotel Metro City

Buyer

Only Bisleri

15-20 Cases

17

Hotel Relax Palace

Buyer

Bisleri,Aquafina,Kinley

20-30 Cases

18

Hotel Omni

Buyer

Bisleri

15-20 cases

19

Hotel Surya Palace

Buyer

Only Bisleri

10-15 Cases

20

Hotel Clark Inn

Non buyer

Aquafina

50-60 Cases

21

Hotel Magestic Palace

Buyer

Only Bisleri

20-30 Cases

22

Hotel Surya Shelter

Buyer

Only Bisleri

15-20 Cases

23

Hotel Eureka Crown

Non buyer

Kingfisher

60 Cases

24

Hotel Clark International

Non buyer

Kinley

90 Cases

25

Panickers Guest House

Non buyer

26

Hotel Swarna Palace

Non buyer

Kingfisher

80 Cases

27

Hotel Shiva Continental

Buyer

Bisleri, Kinley

25-30 Cases

28

Hotel Hill Palace

Non Buyer

29

Hotel Tribhovan Palace

Buyer

Bisleri

20-25

30

Hotel Ivory Palace

Buyer

Bisleri

45-60

31

Hotel Prince International

Buyer

Only Bisleri

60 Cases

32

Hotel Metropolitan

Buyer

Only Bisleri

50 Cases

33

Hotel Pooja Palace

Non buyer

Aquafina

30 Cases

34

Hotel Mehar Castle

Buyer

Only Bisleri

50-60 Cases

35

Hotel Metro Continental

Buyer

Only Bisleri

5-10 Cases

100

36

Hotel Welcome Plaza

Non buyer

Kinley

30 Cases

37

Hotel White House

Non buyer

Kinley,Aquafina

7-8 Cases

38

Hotel Kama

Buyer

Kingfisher,Bisleri

20 Cases

39

Hotel Rupam

Non buyer

40

Hotel Pawan Plaza

Buyer

Bisleri,Aquafinaand Kinley

20 Cases

41

The Suncourt Hotel Yatri

Buyer

Only Bisleri

15-20 Cases

42

Hotel Singh Palace

Buyer

Bisleri

150 jars of 20 ltr

43

Hotel Singh Continental

Buyer

150 jars of 20 ltr

44

Hotel Sunstar Heritage

Buyer

Bisleri
Sister Concern of Suncourt
Hotel Yatri

45

Hotel MIG

Buyer

All Brand

46

Hotel De Continental

Buyer

Bisleri,Kinley

47

Hotel Le Heritage

Non buyer

Aquafina,Kinley

48

Hotel Swati Delux

Buyer

Bisleri

30 Cases

49

Hotel Elegant

Non buyer

Aquafina

20 Cases

50

Hotel Eliza Continental

Non buyer

Kingfisher

40-60 Cases

51

Hotel Lakshmi Palace

Buyer

Only Bisleri

50 Cases

52

Hotel Anmol

Buyer

Only Bisleri

30 Cases

53

Hotel Vishesh Continental

Buyer

Only Bisleri

20 Cases

54

Hotel Royal Palace

Buyer

Bisleri ,Kinley

5 Cases

55

Hotel Astoria

Buyer

Bisleri Only

15-20 Cases

56

Hotel Unique

Buyer

Only Bisleri

10 Cases

57

Hotel City International

Buyer

Only Bisleri

50 Cases

58

Hotel Good Times

Buyer

Bisleri,Kinley

20 Cases

59

Hotel Metro Heights

Buyer

All Brands

60 Cases

60

Hotel Tripti

Buyer

Only Bisleri

15 Cases

61

First Hotel

Buyer

Only Bisleri

10-15 Cases

62

Hotel Sobti

Buyer

Only Bisleri

15-20 Cases

63

Hotel Kafila

Buyer

Bisleri,Aquafina

10 Cases

64

Hotel Western Palace

Buyer

Only Bisleri

5 Cases

65

Hotel Jagat Inn

Non buyer

Franchise of Aqua Fina

66

Hotel Delta Shereton

Buyer

Only Bisleri

20 Cases

67

Hotel Gaurav

Non buyer

Aquafina,Kinley

30-40 Cases

68

Hotel Gujral Regency

Buyer

Bisleri,Kinley

30 Cases

69

Hotel South Indian Hotel

Non buyer

Aquafina

50-70 Cases

101

20 Cases

LIMITATIONS

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

There was time constraint for the study work given to me while
doing all the survey I did in this project work. While doing dealers
survey, institutional survey and consumers survey I got the limited
time period for there completion.

The area considered for this survey was taken randomly. So, the
area taken for this study was limited. For the dealers survey and
consumer survey the area was chosen randomly and for
institutional survey the area was limited to the hotel region of
Carol Bagh only.

The response of some of the consumers was not up to mark. So

the survey may give the biased results.
The sample size taken for each of the survey in this project was very less and
limited.

102

103

BIBLIOGRAPHY

1. Kotler Philip, Marketng Management, New Delhi.

Prentiee-Hall Of India Private Limited, 2000 Millenium Edition.
2. Kothari C.R., Research Methodology, New Delhi, Vishwa Prakashan,
2000, Second Edition.
3. www.Bisleri.com
4. www.google.com
5. www.indiainfo.com

104

QUESTIONNAIRE

Q 1.) In which packaged drinking water by which brands you are well aware
of?
a) __________.
b) __________.
c) __________.
d) __________.
Q 2.) Which brand will you prefer most for packaged drinking water?
a) Bisleri

b) Kinley

c) Aquafina

d) Any other(_______)

Q 3.) Which pack size do you generally consume?

a) 500 ml. Pet

b) 1 lt. Pet.

c) 5 lt. Jar

d) 20 lt. Jar.

Q 4.) How often you purchase packaged drinking water?

a) More often

b) Often

c) Rare

d) Very rare

105

Q 5.) From where do you generally buy packaged drinking water?

a) Highways

b) General stores

c) Cinema halls

d) Rail & bus stations

e) Any other (__________)

Q 6.) What do you think is the most essential thing for packaged drinking
water?
Purity & Quality Purity Seal & packaging

( )

( )

Brand name

( )

( )

Availability

Q 7.) Which factor can change your brand preference?

Quality

( )

Quantity

Price

( )

( )

Availability

Q 8.) How can we increase the availability of our product, Bisleri in the
market?

106

a) Hospitals.

b) Schools & Colleges

c) Street Hawkers

d) Any other (________)

Q 9.) Do you use 20 lt. Jar of packaged drinking water?

a) Yes

b) No

Q 10.) (i) Have you heard about our free home delivery service of 20 lt.
Jars?
a) Yes

b) No.

(ii) How do you find our free home delivery service?

a) Fine

b) Good

c) V.Good

d) No comments

Q 11.) Is the price justified by the company?

a) Yes

b) No

if No, then reason (__________)

Q 12.) What would you like to suggest for the betterment of our company?
Your Suggestions:
_____________________________________________________________
_____________________________________________________________

107

_____________________________________________________________
_____________________________________________________________.
NAME

:______________.

ADDRESS :_______________
_______________

108

109

110

Sales Organization

111

112

113