Industry Review

7/31/2019 Industry Review

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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 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 aswell 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.


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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. 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.


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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.

M ACRO E NVIRONMENT F ORCES :

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.


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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. Variousopportunities 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 andit become the need of the metros.

THREATS :

Kinley is the biggest threat to Bisleri as it is Coca-Cola company and they have surplusfunds to invest in this company.

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.


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MARKET SHARE OF PACKAGED DRINKING WATER

Market share %

Bisleri-60%

Aquafina-25%

Kinley-10%

Local Brand-5%


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Purpose and Objectives of the Study :

To increase sales. To increase life of one produced 20 litre jar i.e. rotations. To make consumer get emotional touch with the product.

To Increase sales

As 20 litre account for 50 percent of sale, Company has decided to improve it Jar life by

creating various measures which will help to increase life cycle of jar which will in

directly also help to improve looks and give damaged free jar to consumers.

To increase life of one produced 20 litre jar i.e. rotations

The normal cost of a mold of 20 litre preform is much more than that of MRP which

bisleri is selling at, so in order to overcome the cost, Bisleri 20 litre jar has two way

rotations where empty jar are brought back to company and for that new jar is dispatched.

So this process increases directly by keeping jar Damage free, which help to increase

rotation of one jar.

To make consumer get emotional touch with the product

If Jar is beautifully maintained and delivered to the consumer, they are definitely to get

emotionally attached to the jar as consumers through damaged free jar are assured

about the jar and also about the purity that it delivers.


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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 researchfindings 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 Exploratory Research Design


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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.

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) QUESTIONNAIRE METHOD


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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.

The secondary data sources 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 were

the customers of Colaba area and some part of Corporate.


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2. 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:

Consumer Survey.


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ANALYSIS & INTERPRETATION

1. CONSUMERS SURVEY

This survey was done randomly in Colaba and Corporate area. 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 usedsynonymous of packaged drinking water by the customers. The analysis and interpretation done

on this questionnaire is shown hereby.

1. Do you prefer packaged drinking water

YES NO

2. When do you consume a package drinking water?

While Travelling In a Restaurant At your place All the above

3. Which Packaging Drinking water do you prefer?

Kinley Bisleri Aquafina Any other


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4. Do you prefer Drinking water over the essence of Soft drink/Artificial juices/Lemonade ?

Yes NO Cant say Depends

5. What is you perception of Bisleri ?

Bad Okay Good Very good

6. What size of bottle do you usually prefer?2 liters5 liters15 liters20 liter jar

7. While choosing product what do you look for ?Quality

Looks Timely delivery Brand name

8. Have you used 20 litres Jar?

Yes No

9. If yes than how often do you buy ?Once in two months Once in a month Twice in a month Once in a week


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10. Do you get the jar in the same condition every time you buy it ?

Yes No

11. If No, then what are the defects observed by you ?

Dent Broken seal White particle Algae

Leakage Any other

12. According to you what be reason for the damage?

Improper material Handling Improper retail storage In transit damage

Warehouse

13. Any Recommendation on how Jar can be maintained?

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