Kingf

EVOLUTION OF THE PRODUCT

In 1933, Claude Hatcher, still president, died and H.R. Mott who had been with the company for thirteen years took over as chief executive. One of the first tasks that Mott undertook was the development of a new cola drink. Rufus Kamm, chief chemist, developed the syrup for what was to be called Royal Crown Cola, named after Hatchers original ginger ale.

During the dark days of the depression Royal Crown Cola, shortened by the consumer to RC Cola was selling in the 12 ounce bottle for just 5c a bottle. In 1940, Mott moved to Chairman of the Board and the title of President was passed to C.C. Colbert.

For the collector of Royal Crown cities bottles, two basic label variations are noted.

The first variation is the "pyramid" bottle, one of the most dynamic and colorful bottle labels. This label was produced from the mid 1930's to the mid 1950's. All bottles contained 12 ounces and were either aqua or clear glass. The value range for cities collectors is from $12.00 to $18.00.

The second group of bottles has the same red/yellow color combination but without the pyramids. All of these bottles were produced from the early to late 1950's. The size range was 8, 10, and 12 ounces, and only aqua glass color has been noted. The value range is from $4.00 to $8.00 to brand and cities collectors.

Cobert retained the presidency until 1955 and directed the company through a period of rapid growth. By the end of 1940, the company's products were marketed in 47 states, and nationwide advertising campaigns featured many of the Hollywood celebrities.

22MARKETING PROGRAMS:-From our well-trained marketing team to our unique merchandising programs, Royal Crown Cola International's worldwide marketing efforts have been developed with two goalsto establish and promote a global brand identity and to help our bottlers better serve their customers.RESEARCH AND DEVELOPMENT:-A commitment to state-of-the-art research combined with some old-fashioned American ingenuity, has kept Royal Crown Cola International and our bottlers and distributors on the cutting-edge of new products, packaging and testing. Our innovative ingredients and unique formulations have helped Royal Crown Cola International remain both competitive and at the forefront of changing consumer taste trends.

TECHINICAL SERVICES:-At Royal Crown Cola International, product quality is our top priority. Whether we're helping you build a new facility from the ground up or working to ensure that your existing plant has the latest state-of-the-art technology, our team of manufacturing experts is on call to assist you through the entire bottling process. In addition, our experienced engineers, chemists and food technologists are available to help you safeguard the quality of the finished product.

23 2.1 RESEARCH METHODOLOGY

Research Approach:- Research instrument:- Contact method:-

How it was method:-

Research problem for the present study:- The research plan:-

Data source:-

Primary data

Secondary data

Steps in research design process:-Research planArea

Sample size

Respondents

Method of collection 24METHODOLOGYThe advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge.

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

The project was to involve a detail study of the market based on the consumers. The markets available for the study were the retail shops, hotels and clubs. For estimating the market potential and our own brands market share different methods of primary data collection were employed in the form of questionnaire, structured and unstructured interviews and methods for establishing facts about building marketing insights for packaging margins etc, were used. Further to accommodate the additional factors such as competitor presence in the market, seasonal factors, and promotional costs etc while calculating market potential were taken care of. An inter brand comparison as well as a brand awareness study to limited extends was also carried away. When sorted and used properly, the data collected in the field can form the backbone of later marketing campaigns.

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RESEARCH APPROACH

There are different research approaches and the research instruments that were employed during the research work. The common research approach for collecting the primary data are observations, focus group, surveys and experiments.

In this case, a general survey to gain knowledge about the market, commonly known as the pilot survey was and undertaken where particularly information was gathered

With respect to the brands, peoples / consumers perception so that it serves as a foundation to prepare the questionnaire for collecting primary data and that it helps in deciding other methods to be adopted which may be useful in gathering the necessary information.

RESEARCH INSTRUMENTSMarketing researchers have a choice of two main research instruments in collecting primary data questionnaire and mechanical devices. Mechanical devices are used frequently in marketing research. Mechanical devices hold no relevance for this study and thus only questionnaire was used.

A questionnaire consists of a set of questions presented to respondent for their answers. Because of its flexibility, the questionnaire by far the most common instrument used to collect the primary data. Questionnaire had to be carefully developed, tasted and debugged before they are administered on large scale. In preparing a questionnaire, the professional marketing researcher carefully chooses the question and their form, wording and sequence. In addition, the form of the question asked can influence the response. Marketing researchers distinguish between open end and closed end questions. Closed end questions pre specify all the possible answers, and respondents make a choice among them. Open end questions allow respondents to answer in their own words. Open end questions often reveal more because they do not constrain respondents answers. Open end questions are especially useful in the exploratory stage of research, where the research is looking for insight into how people think a certain way. The questionnaire should use simple, direct, unbiased wording and should be pre tested before it is actually used. 26In this case too, questionnaire method was followed to collect primary date with respect to the project which was finally implemented after pre testing closed end, multiple choice questions were followed after pre testing and two different type of questionnaires were used (for details see appendix) closed end multiple choice questions were used so that minimum time of consumers / respondents is consumed.

(A) RETAILERS QUESTIONNAIRE: this questionnaire was designed for various retailers, which pass on these type of items to the ultimate customer.

(B) C & F QUESTIONNAIRE

(C) CUSTOMER QUESTIONNAIRE

CONTACT METHODSOnce the sampling plan has been determined, the marketing researcher must decide how the subject should be contacted. The choices are mail, telephone, or personal interviews. Telephone could not be an effective medium for getting the first hand responses pertaining to the study.

For the purpose of the market survey, I design the research based on primary data. For the collection of primary data, I designed the structured questionnaire for two levels first, for hotel industry/ restaurants and secondly, for retail shops package drinking water, for filling the questionnaire. I will use method of direct interview.

Secondary data will be used to supplement the primary research and in terms of capacity and profile of package drinking water industry. Method was adopted to collect the data related to the study.

27 HOW IT WAS DONE1. Research Problem for the present studyAnalyzing the market of kingfisher package drinking water and soda and royal crown cola in Jaipur city.

2. The research planThe research plan is designed for gathering the needed information. Designing research plan calls for definitions on the information (data) sources, research approach, research instruments, sampling plan and contact method.

3. Data SourceThe plan calls for gathering both the secondary and primary data. Secondary data already exists, having been collected for some other purpose, while primary data consists of original information collected for the specific purpose.\

Primary data: In order to have first hand information to know the perception, preference and liking of the customers / consumers visiting various retail shops. All these persons are also interviewed to know their feelings and attitudes about the facilities (margins, discount) and the services (promotional and other benefits) that the company people provide them.

Secondary data: for the project were collected from:

1. Various publications on related subject.

2. Various publications on the area of work.

3. Newspapers, journals & Business Magazi 28 STEPS IN RESEARCH DESIGN PROCESS1 Define the research problem

Research problem definition involves specifying the information needed by management.

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

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

3 Select the data collection method (s)

Survey research, information directly from respondents shops.

4 Select the measurement technique

Questionnaires, instrument for asking information directly from a respondents on the basis of question asked by interviewer.

5 Select the sample (primary considerations)

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

6 Select the analytical approach

Data analysis involves converting a series of recorded observations into descriptive statement and/ or inferences about relationships.

7 Evaluate the ethics of research

Ethically sound research considers the interests of the general public, the respondents, the clients, and the research profession as well as those of the researcher.

8 Estimate time and financial cost

Time refers to the time needed to complete the project. The financial requirement is the monetary representation of personal time, computer time, and material requirements.

29RESEARCH PLAN

1. Area: since my research was pertaining to package drinking water and soda and royal crown cola in retail counters, malls, multiplexes & hotels of Jaipur markets. Therefore all the composite shops were included in the area of my research.

2. Sample size: there are about 70 shops, 4 multiplexes, 40 hotels in the different areas. On an average 350, 170 & 45 carats of water, soda & royal crown cola respectively. My sample size was about 70 composite shops.

3. Respondents: I visited at least once every counter of the respective areas. my respondents were the owner of the shops, salesman and purchase or food and beverages managers of different hotels.

METHOD OF COLLECTIONFor the collection of the data I adopted questionnaire method. For the purpose I had prepared a questionnaire and went to the respondents with that. My research was related to excise and package drinking water trade, so that a some places a lot of problems in collection of data, therefore instead of questionnaire I adopted interview method so that I could make my respondents feel easy. For appointment I used telephone in case of shops I have taken special permission from the contractor to visit his shops.

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3.1 MARKET ANALYSIS

PINK CITY AREA

Market Share

Others19%Bislery47%Kingfisher15%Acquafine19%Pink city area is the situated in the heart of the city. Here Bislery is the market leader with 47% market share. After that Acquafina with 19% and after that Kingfisher with15%. Other occupied 19% market share. Reason behind of this low market share is poor supply of distributer.

Market Summary

Total Out-Let Visited22

KF/KK Presence11

Good Presence of KF/KK5

Not Presence11

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M.I.ROADMARKET SHARE Others

18%Bislery 32 %

Kingfishers 21% Acquafina 29%In M.I road Besilery capture 32% market, Acquafine 29% and with 21% market share Kingfisher stand on third position. Others witch include like Kinely.McDonald and local player capture 18% market share. Reason of this large market share is a particular sales manager.

Market Summary


KF/KK Presence18


Not Presence12

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RAILWAY STATION ROADrs Bislery Others

10%

Bislery18 %

Acquafine 12%Kingfisher60%It is one of the busy place of Jaipur, and Kingfisher is market leader with 60% market share folled by Bislery and Acquafine with 18% and12% market share. Others with 10% market share.

Market Summary


KF/KK Presence27


Not Presence8

33RAMBAG & SMS ROAD

Others 16%

Bislery 31% Kingfisher 43% Acqafina

10%

Kingfisher is market leader in Rambag with 43% market. Bislery capturing with 31% market. Acquafine and others are taken 10% and 16% market.

Market Summary


KF/KK Presence14


Not Presence11

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TONK ROAD & UNIVERSITY ROADOthers19%Bislery37%Kingfisher14%Acquafine30%According to our survey Bislery is the market leader with 37% market share, Acquafine with 30% and Kingfisher is with 14% market. Others players occupied 19% market.

Market Summary


KF/KK Presence9


Not Presence12

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JHOTVARA ROADOthers19%Bislery34%Kingfisher22%Acquafine25%In this area Bislery taking 34% market. After that close fight between Acquafine and Kingfisher with 25% and 22% respectively. Others are taking remaining 19% market of PDW.

Market Summary


KF/KK Presence6


Not Presence14

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J.N. ROAD & NEW RAJA PARKOthers18%Bislery36%Kingfisher19%Acquafine27%From the above graph it is clear that Bislery is leading in the market with 36% share. Acquafine and kingfisher are on 2nd and 3rd place with 27% and 19% market share respectively.

Market Summary


KF/KK Presence7


Not Presence13

37

ADRASHNAGAR

Others16%Kingfishr Bislery

46%

15%

Acquafine 23%In the area of Adharshnagar- Bislery is the market leader with 46% market share after that Acquafine with 23% and then Kingfisher with 15% and finally Others capture 16% market in PDW.

Market Share


KF/KK Presence12


Not Presence20

38

SODALA

Others21%Bislery38% Kingfisher14%Acquafine27%As the graph clearly show that Bislery is again the market leader with 38% market after that Acquafine with 27% market. Than others capturing 21% and finally Kingfisher with 14 % market share.

Market Summary


KF/KK Presence5


Not Presence19

39VISHALY NAGAROthers19%Bislery34%Kingfisher22%Acquafine25%Here the competition is tuff. Bislery share is 34%, Acquafine with 25% and very close to 2nd, Kingfisher with 22% share in market. Other take 19% market share.

Market Summary


KF/KK Presence11


Not Presence15

40

SIKAR ROAD

Others27%Bislery42%Kingfisher12%Acquafine19%In this area Bislery is leading the market with 42%, share. In second place others come with 27% share and third and fourth place is captured by Acquafine and Kingfisher with 19% and 12% market share.

Market Summary


KF/KK Presence13


Not Presence11

41GOPALPURA

Others Bislery

30%

36%

Kingfisher8%Acquafine26%According to our survey in Gopalura, Bislery is the market leader having 36% share. Others eating 30% 0f pie. Acquafine is on 3rd place with 26%. With 8% share Kingfisher is on 4th place.

Market Summary


KF/KK Presence4


Not Presence19

42

CHANDPOL

Others26%Kingfisher18%

Bislery36%Acquafine20%In Chandpol area Bislery capture 36% market. Others again doing well with 26% market. Acquafine with 20% market share. Kingfisher taking 18% market of Chandpol.

Market Summary


KF/KK Presence5


Not Presence17

43

3.2 FINDINGS Most of PWDs consumer are use bislery because it is most branded and trustworthy.

Consumer who use kingfisher product branded name of UB group. And rational price.

Kingfisher is third largest in jaipur city. Bislery hold first position. Followed by Aquafina.

Kingfisher has good supply chain. And availability of staff and team.

Peoples saying:

Kingfisher is in beer segment not in water segment. Kingfisher soda get flat very soon in compare to its competitor. Retailer says that customer does not demand for PDW. Packaging is not at all attractive as compare to its competitor. The bottle is breakdown very easily. Service is not available at the right time. Customer gives headache if we dont give the brand of his choice. 44

3.3 SWOT ANALYSISSTRENGTH Established name as company as operating 1857 sucessfully, so has a got very strong customer loyalty.

Brand image has very high than its competitor, its sales officers has got easy access with in the corporate.

Its purification process is very than its competitors. Bottling for U B group limited.Company is enjoying the advantage of latest technology of production.

Company is serving in all Rajasthan.

Kingfisher is having its own depot at Jaipur.

Low rates is compared to the nearest competitors like Bislery, Acquafina, & Leher.

WEAKNESSESThe high price of 20 liter jar.

We are unable to provide chilled water poor after sales services.

Promotion of product is rare no stress on massive advertisement of product.

The company is having small sales fore with no morale & professionalism.

Packaging of the product is not attractive.

Poor distribution channels & irregular visit in the market.High price of 1 let. Water as compared to the local players. 45

OPPORTUNITIESWide market still remain unexplored people are geeting more health conscious.

Municipalities are supplying impure water.

Strong brand image of Kingfisher also becomes for shops, offices & institutes.Persistent water scarcity can increase its market market share by advertisement aggressive marketing. Company can use more of its production capacity.

Company has license to serve package drinking water all over India so company can easily go for other states in ordered to tap the large unrepresented market.THREATSBislery, Acquafina & other companies are serving packed drinking water in all over India. Competition from other companies & well established brands operating in the market.

Consumer are becoming more brand loyal rather than quality conscious.

Attractive schemes are provided by the competitors for their brand promotion. Public relation promotional activities are in adequate in Jaipur market.Eureka Forbes & Acqua guard are trying to the capture the market.

Local player likes intimate, Yash, Vinayak are growing very fast rate especially bus stand & railway station area. 46 RECOMMENDATIONS & SUGGESTIONS After sale services should be improved.

Regular visit should be maintained for proper supply.

Increase no. of distributors.

More schemes should be launched by the company and organization.

One week credit facility or one bill due system should be introduced.

Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers should be given to the retailers.

Counters outside hospitals, cinema halls, at bus stands & at the tourists areas should be given special consideration.

Packaging should be standardized & made attractive.

More experienced candidates should be appointed as sales officers.

Catering service providers should be taken care of.

We should focus on the costumer more than the retailer for that local advertisement would help us more like in local newspaper and magazines.We suggest you to organize some small camps like medical camps or some awareness camps to explain rural people that KINGFISHER is also a health caring stuff with mineral water under their belt.Action plan for covering the sample population:There are four major segments selected for the jar and dispenser business:

Hospitality industries: Hotels, restaurant, Bakers & confectioneries Ice cream parlors, bars, and catering services.

Institutional sales: Factories, Export house, Scholl& Education institution and hospitals. Offices & Households: Commercial complexes, main market, residential flats & housings colonies.

Retail segment: All Pan walas, general store, and Juice & Ice cream parlors.

47

PLANNING MARKETING PROGRAMSTo transform marketing strategy into marketing programs, marketing managers must take basic decisions on marketing expenditures, marketing mix, and marketing allocation. First, one must decide what level of marketing expenditure is necessary to achieve its marketing objectives. Companies typically establish their marketing budget at a percentage of the sales goal. A particular company may spend more than the normal percentage ratio in the hope of achieving a higher market share.

Second, the company also has to decide how to divide the total marketing budget among the various tools in the marketing mix. Marketing is one of the key concepts in modern marketing theory.

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MARKETING MIXIt is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

4 Ps OF MARKETING:-This is a major concept in traditional marketing. It consists of Product, Price, Place and Promotion. This is known as 4 Ps of marketing mix. It represents the sellers views of marketing tools available for influencing the buyers to opt for their products.

MARKETING IS BECOMING A BATTLE BASED MORE ON INFORMATION THAN ON SALES POWER.

4 Ps of marketing are shown in the following diagram:

49Not all marketing-mix variables can be adjusted in the short run. Typically, the firm can changes its price, sales force size, and advertising expenditures in the short run. It can develop new products and modify its distribution channels only in the long run. Thus the firm typically makes fewer period-to-period marketing-mix changes in the short run than the number of marketing-mix variables might suggest. Finally, the marketers must decide on the allocation of the marketing budget to the various products, channels, promotion media, and sales areas.

PRODUCTWHO SHOULD ULTIMATELY DESIGN THE PRODUCT ??????????

THE COUSTOMER OF COURSE.

The most basic marketing-mix tool is product the firms tangible offer to the market, which includes the product quality, design, features, branding, and packaging. Product can be defined as follows:

A PRODUCT is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods (automobiles, books), services (haircuts, concerts), persons (celebrities and film stars), places (Hawaii), organization and ideas (family planning, safe driving).

Here our product is Packaged Drinking Water.

A) Core benefit-It is the fundamental service or benefit that the customer is really buying. The customer purchase PDW to satisfy his thrust.

B) Basic Product- 50

The second level the marketers turn the core benefit into a basic generic product. You need basic infrastructure to satisfy your particular need. The basic thing that customer want from any PDW is that the water is pure and good for the health at the same time they are conscious about the price.

C) Expected Product-At the third level the basic product is turned into expected product, a set of attributes and conditions that buyers normally expect and agree to when they purchase this product. Buyer expected that water that he purchase is cold and out of fresh stock.

D) Augmented Product-At the fourth level the marketers prepare an augmented product that meets the customers desire beyond their expectations. The bottle is of good quality and must be long life. It helps the customer to recall the product and that help in Next Time Purchase.E) Potential Product-Potential product is that product which company wants to provide their customers in future. We will be planning to provide our customer in future the following features.

1. More different size of water bottle.

2. Making of water bottle according to customer need requirement.

3. Direct home deliver as and when customer required.

51Why to design the product:

COREBENEFITBASIC PRODUCTEXPECTED PRODUCTAUGUNANT PRODUCTPOTENTIAL PRODUCT 52

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