Summer Training Report Me

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SUMMERTRAININGREPORT

ON

MARKETING STRATEGY OF

SHIVAM AQUA INDUSTRIES

Submitted in partial fulfillment of the requirements of the

Degree of Bachelor of Business Administration

Maharishi Dayanand University, Rohtak

Submitted By

VISHAL NEHRA

CLASS 5.6

ROLL NO. - 6955

INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

MAHARISHI DAYANAND UNIVERSITY, ROHTAK


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DECLARATION

I VISAL NEHRA, M.B.A. 5 YEAR, 6TH

SEM of IMSAR hereby declare that the

project entitled "MARKETING STRATEGY OF SHIVAM AQUA

INDUSTRIES" is an original work & same has not been submitted to any other

institute for the award of any other degree.

.

Further, I assign the right to the university, subject to the permission from the

organization concerned, use the information and contents of the project to develop

cases, case lets, case leads, and papers for publication and/ or for use in teaching.

Signature of Candidate


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ACKNOWLEDGEMENT

Any endeavor attempt at any level can not be satisfactory completed without the

co-operation and advice from learned persons. I have tried my best to bring up agood project & live up to the exception of lecture. I am greatly thankful to Mr. S K

MISHRA who helped me bringing up this project. I can only express my gratitude

to them although this is inadequate for the time he spent.

VISHAL NEHRA


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TABLE OF CONTENTS

Particulars

Company Profile 5-12 Introduction Of The Study 13-21 Significance of the study 22 Objective of the study 23 Research Methodology 24-27 Result & Discussion 28-32 Recommendations 33 Limitations 34 Bibliography 35 Annexure or Questionnaire 36-37


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COMPANY

PROFILE


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HISTORY

M/s SHIVAM AQUA INDUSTRIES is one of the leading bottled water supplier of in Haryana & is

also distributing in neighboring states like Punjab, Delhi & Rajasthan. It was founded in 2006,

under the name of Shivam Aqua Industries. Initially it had only one-bottling machine but now

there are 4 fully automatic bottling machines producing about 20000 water bottles every day.

The company has latest machines imported from Japan. In addition, the company has a

separate unit for making bottles; automatic microprocessor controlled bottling system &

batching system along with automatic packing unit.

To update the both product and process requirements, the company has its own research and

development cell which is well equipped with most modern chemical and physical labs.

Business Mission:

To achieve and maintain a leading position as supplier of quality fasters and to serve the

national and international market in the field of fasteners.

Growth:

To ensure a steady growth in business so as to fulfill national expectations and to expand

international operations.

Profitability:

To provide a reasonable and adequate return on capital employed primarily through

improvements in operational efficiency, capacity, utilization and producing and generating

adequate internal resources to finance the company's growth.


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Image:

To build up a high degree of customer confidence by sustaining international standards of

excellence in product quality, performance and service.

VISION OF SHIVAM AQUA INDUSTRIES :-

MOTTO:

Total customer satisfaction and market leadership.

TARGET:

Annual growth rate of 20%.

PLAN

Continuous up gradation of process and technology and development of new products.

FUNCTION

System oriented approach.

PEOPLE

Training of employees with up to date production process.


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PRODUCTS OF SHIVAM AQUA INDUSTRIES :-

BRISTLE

BLUE BIRD

TINSEL

BLUE BIRD CLUB SODA

Departments of Shiva Aqua Industries :

Marketing Department:

Shivam Aqua Industries is marketing drinking water. Marketing is done through dealer network

spanning all over the state and neighboring states and directly through company's branch

offices & representatives.

The main function of marketing department includes setting sales targets

Planning product wise as well as region wise, product planning & control, pricing, advertising,

order planning & allocation, billing receiving & checking of bills from different districts centre

dispatch of material to the customer or distributor, payment collection and accounting.


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Finance Department:

The finance department manages the economics of the company. It also direct & facilitates

smooth flow of required funds in the company.

It helps in determining requirements of funds & providing them as & when desired. It ensures supply of fund to all part of organization as when required. It evaluates different investment proposals & selects the best among them. It helps in exact cost calculation at all the centers.

Human Resource Development Department:

This department undertakes recruitment, selection, training & development of employees. It is

also responsible for wages & salary determination, disciplinary action & grievance handling,

maintaining human relations, employee welfare activities & general administration.

Production Department:

Production department is responsible

For producing the production of schedule For producing product with zero defects For coordinating with planning department for efficient utilization of resources For avoiding wastage For strictly enforcing For maintaining shop floor cleanliness

Purchase Department:

Purchase department is responsible for raw material planning, release of purchase order,

vendor follow up of material, delivery to distributors, payment of materials purchased.


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Personal Department:

Men, materials, machine & money are regarded as the four important factors of production.

But the main factor is man power. Therefore, an effort is made by personnel depts.. to co-

ordinate human & material resources in such a manner that organizational objectives are

achieved efficiently. Personnel Deptt. Is the part of management which is concerned with

people at work & their inter personal relations.

STRUTURE OF PERSONNEL DEPARTMENT

CHAIRMAN & MANAGING DIRECTOR

ASSISTANT VICEPRESIDENT

SR. PERSONNELMANAGER

STENO

ASST.PERSONNEL

MANAGER

PESONNELOFFICER

ASSTT.PERSONNEL

OFFICER

CLERKS

CHIEF SECURITYOFFICER

SECURITYOFFICER

ASSTT.SECURITYOFFICER

WATCHMAN


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The various functions of the Plant are:-

Marketing Finance

Tool Room Purchase

Product Planning & Control Maintenance

Production Electronic Data Processing

Materials Quality Assurance

Laboratory General Stores

Raw Materials Management Services

WELFARE FACILITIES PROVIDED IN LPS

It is well known fact that if an organization looks after the welfare of people who are serving in

an organization, then these people contribute with their full efficiency & as a result the

organization should run profitable. Certain welfare activities are:

1. Canteen: - Tea, snacks & some other eatable are available here at subsidized rates.2. Rest Places: - Attached with canteen is rest room where workers can take up their lunch

& tea etc.

3. Uniform: - All workers are given two set of uniform every year.4.

Medical: - The company has first aid room where first aid are available for theemployees.


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OTHER FACILITIES

Apart from welfare facilities some other facilities are provided by the company according to

factory act. These are:-

1. Provident Fund (P.F.):- A 12% of employees pay is deducted per month & at timeof retirement whole amount is given to employees & workers in the form of

provident fund.

2. Gratuity Fund:- At time of retirement, a gratuity fund is also provided.3. Bonus:- One in a year 20% bonus is provided.4. Diwali Gift:- On Diwali company give gift to their employees.


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INTRODUCTION

OF THE

STUDY


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MINERAL WATER INDUSTRY

CURRENT MARKET SCENARIO

MARKETING STRATEGY

It is complete and an unbeatable plan designed specifically for attaining the marketing objective

of a firm. The marketing objective indicates what the firm wants to achieve. The marketing

strategy provides the design for achieving them the linkage between marketing strategies and

overall corporate success is indeed direct and vital. Realizing the marketing objectives is the

purpose of two generic categories:

1. Price based

2. Differentiation based

PRICE BASED MARKETING STRATEGY

In it a business that opts for the price route in its competitive battle will enjoy certain

flexibilities in matter of its product and use prices as main competitive level . it will price its

product to suit the varying competitive demands . it will be enjoying certain inherent cost

advantages , which permits it to resort a price based fight . the major forms where such cost

advantage can occurs are economies of scale, absolute cost advantages ,. Benefits of early entry

a large market share build over a time. It provides freedom in the matter of pricing but after

producing a particular product and getting stuck in the face of the competition, one cannot

successfully opt for a price led strategy.

THE DIFFERENTIATION BASED STRATEGY

This marketing strategy is based on differentiation works on the principle that any aspect of the

offer and any activity of the firm can be made distinctive compared with the competitors

offers. Right from technology, plant location to post sale and service a company can perceptibly

differentiate and many buyer values. Companies usually choose those functions, which givethem the greatest relative advantage.

Different firms adopts different strategy stances as their situational design differ-

Broadly strategy stances can be classified under three heads-


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Offensive Strategy-

Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that

is not presently the leader usually employs it, but it aspires to leadership position in the

Industry.

Defensive Strategy-The leader who has the compulsion to defend his position against the confrontation of

powerful existing competitors or to dislodge the leader from his topmost position usually

employs it.

Niche Strategy-

A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a

small market segment for itself with unique products / services supported by a unique

marketing mix.

FORMULATING THE MARKETING STRATEGY-

Formulating the marketing strategy consists of two main steps-

1- Selecting the target market-It does not fully bring out the import of the inseparable linkage between the two. When

the selection of the target market is over an important part of the marketing strategy of

the firm is already determined, defined and expressed.

2- 2-Assembling the marketing mix-Assembling the marketing mix means assembling the four Ps of marketing in the right

combination.

The firm has to find out how it can generate the best sales and profit. It plans different

marketing mixes with varying levels of expenditure on each element and tries to figure

out the effectiveness of each combination in terms of the possible sales and profit.

ADVERTISING CAMPAIGN:

While designing the advertisement campaign, it is necessary to keep in mind the opinion

leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary to

design the campaign keeping the youth in mind. The opinion leaders would further trickle down

the message to the less active members of the society.This is exactly what Shivam Aqua industries is doing. It has started an advertisement campaign

stressing the point of purity and flaunting the patent right the company has over the breakaway

seal. The company has tried to put the message across louder, by using the ad campaign that

catches the eye of everyone, especially the youth.


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CONTENT OF THE CAMPAIGN:

The designing of the bottles of the brand name BRISTLE is done in such a way that it resembles

the bottles of BISLERI and more over the green color of the wrapper of the bottle also gives the

consumer the satisfaction that he gets from BISLERI. And the design of cartons also matchesthat of BISLERI which is resulting in increased sales.

To conclude: We find that new advertisement campaign of Bristle is eye catching. This is what

the company should do.

Apart from a high dose of investments on expanding bottling capacities and an ad budget thats

risen six-fold over last year, if they wants to penetrate every possible segment of the market, it

can do that by introducing more pack sizes and establishing the brand strongly with trendy new

packaging.

Apart from creating consumer pull with campaign, the company, to increase its sales wouldhave to do the sales push as well. For that it would have to give the retailers and other stockiest

high trade margins and incentives for keeping the product. This is very important in case of this

product because consumers would take up what is available to them at ease and whatever

retailer is giving.

ADVERTISING CAMPAIGN:

Every brand needs a good advertising campaign to establish itself in the market. So it becomes

very imperative to look at various ad campaigns that Shivam Aqua industries had undertook to

build itself as a house of different brands under one roof. It 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 them to differentiate

its product so as to stand out in the market.

In 2000, some giant brands like Pepsi and coca-cola entered the mineral 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.


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additional benefits of the product. It is just water after all. This is what the Indian customers

think of the bottled water. If we are talking about a product like television we can think that the

innovations could provide extra benefits derived from the product. For example other than its

core usage the product can provide for Internet facilities using conversion.

PLACE

Place stands for the company activities that make the product available to the target

customers. To make the product available to the target consumers a good distribution network

has to be there to support the good quality of the product. Here in the case of the mineral

water industry the distribution network is the important factor in being competitive and the

catch lies in making water available to maximum number of places in the country.

PRICES FOR FOLLOWING PACKAGING VARIANTS

(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)

Price is the sum of values that consumer exchange for the benefits of having or using the

product or service. Price is the only element in the marketing mix that produces revenue. All

other elements represent costs.

In India, where the majority of the population comprise of the middle-income group and lower

income groups it is not hard to understand that pricing is one of the most important factor in

the buying decisions.

PROMOTION

Modern marketing calls for more than just developing a good product, pricing it attractively,

and making it available to the target customers, companies must also communicate with their

customers, and what they communicate should not be left to chance.

A Companys total marketing communications program- called its Promotion Mix consists of

specific blend of advertising, personal selling, sales promotion, and public relations tools that

the company uses to pursue its advertising and marketing objectives.


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COMPETETION IN THE MARKET

COMPETITION

The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple

of years. This is drawing the big guns attention. First Britannia launched Evian. And recently,

soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning a

foray. Meanwhile, Parle Agros Bailey has been growing steadily. Small local players too are

breathing down Shivam Aqua Industries neck riding on better trade margins and intensive

distribution (in their respective areas of operation).

The competition faced by them can be categorized into a few brand names like

BisleriParle Bailey

Pepsi Aquafina

Coca Cola Kinley

AQUAFINA

The advantage for Aquafina is that though there are over 300 labels of bottled water in the

Indian market, few can be called brands. 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, a series of teasers, followed by a film that showed healthy bodies and youthful

people and, of course, lots of water.

Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10, is competitive.

And it is safe. In addition to the tamper proof seal, there is a reliable method of checking

whether the bottle has been refilled. 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.


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COCA COLA- KINLEY

Coca-Cola joined the race by announcing the imminent launch of its own brand of water and, in

the process, putting to rest rumors of its so-called takeover of Bisleri. Kinley is targeting

institutions.

Parle Agros- Bailley

Bailley the brand that is owned by Ramesh Chauhans brother Prakash Chauhan is very popularin 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 Bailley 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 Bailley has grown at a rapid pace

using the route of franchising, which Bisleri has not adopted as yet. This is another point, which

the company would have to take care of to face the competition.

MANUFACTURING

A quick look at their manufacturing reach indicates that it is represented across the state

North accounts for 35% of sales for the industry, West accounts for 30%, South 20% and the

East 15%.

It is also changing its production strategy and shifting to a 10-hr production schedule with

sudden increase in demand planned to be met by additional production.

The company's expansion plans will see its water bottling capacity go up from the present

20000 bottles per day to 25000 bottles per day. They are planning to invest Rs 2 crore to

increase its bottling capacity and double its turnover. The expansion will also increase the

number of company's bottling machinery from 4 to 6. It doesnt have any intentions to acquire

any new plants.

FACTS

Bottled drinking water samples of some top brands Bisleri (Parle Bisleri Pvt. Ltd.), Bailley (Parle

Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca Cola Beverage

Pvt.

Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were being sold

and manufactured in Mumbai and nearby areas like Pune and Daman, were purchased

randomly. All the samples were purchased from retail outlets in the market and from railway


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station and were checked for proper seal, date of manufacture and batch number.

Even the top brands, which claim to use treatment methods like purification filtration, activated

carbon filtration, demineralization and reverse osmosis were found to contain residues of

pesticides. It might be due to the reason that the manufacturers may be by-passing the raw

water after partial treatment and remixing it with the fully treated stream so as to cut down thecost of treatment. On the basis of the results different brands can be rated in terms of total

organ chlorine and organ phosphorus pesticides from least to most contaminated as-

Aquafina Macblue

Bailley Kinley

Seagull Sheetal

Bisleri Brilliant

Bally Apurva


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Significance Of The Study

Significance of study is given below:-

1. To get liable information.2. To increase the sales by implementing new methods of marketing.

3. To analyze loop holes & put forward certain recommendation &suggestions.


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OBJECTIVE OF THE STUDY

TO Study the marketing Strategies of Shivam Aqua Industries in

current scenario.

To Study the brand positioning of Shivam Aqua Industries.

To assess the brand awareness of the Bristle and Bluebird in the

Mineral Water Segment.

To find out the preference level of respondents regarding Bristle and

Bluebird Brand of Bottle.


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RESEARCH METHODOLOGY

Definition of Research:

The word research is derived from the Latin word meaning to know. It is a systematic and a

replicable process which identifies and defines problems, within specified boundaries. It

employs well designed method to collect the data and analyses the results. It disseminates the

findings to contribute to generalize able knowledge.

The five characteristics of research are:systematic problem solving which identifies variables and tests relationships between them

logical, so procedures can be duplicated or understood by others

empirical, so decisions are based on data collected

reductive, so it investigates a small sample which can be generalized to a larger population

replicable, so others may test the findings by repeating it

Research Methodology:-

The research conducted by Exploratory Research this type of research is Qualitative and

Quantitative.

Qualitative refers to the characters of the data or process by which the data are gathered.

The research process consists of a series of closely related activities. Why a research study has

been undertaken. Why a research study has been undertaken, how the research problem has

been defined, in what way and why the hypothesis has been formulated, what data has been

collected and what particular method has been adopted and a host of similar other question

are usually answered when we talk of research methodology concerning a research problem or

study.

Sampling:-

The data was to be collected only from the Consumers and Retailers. A questionnaire was

prepared and interviewing with Retailers and Consumers.

A decision has to be taken concerning a sample unit before selecting the number of samples. It

may be geographical as well as individual.


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Size of Sample:-

This refers the number of items (Outlets) to be selected from the finite universe to constitute asample size. The survey was conducted of 50 outlets in Aligarh.

RESEARCH DESIGN

MEANING OF RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is thepreparation of the design of the research project, popularly known as the research design.

Decisions regarding what, where, when, how much by what means concerning an inquiry or a

research study constitute a research design. A research design is the arrangement of

conditions for collection and analysis of data in manner that aims to combine relevance to the

research purpose with economy in procedure. In fact, the research design is the conceptual

structure within which research is conducted; it constitutes the blueprint for the collection,

measurement and analysis of data. As such the design includes on outline of what the

researcher will do from writing the hypothesis and its operational implications to the final

analysis of data. More explicitly, the design decisions happen to be in respect of :

What is the study about?

Why is the study being made?

Where will the study be carried out?

What type of data is required?

Where can the required data be found?

What periods of time will the study include?

What will be the sample design?

What techniques of data collection will be used?How will the data analyzed ?

In what style will the report be prepared?


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TOOLS AND INSTRUMENTS USED FOR THE STUDY

It is necessary for a researcher to define conceptual structure which research would be

conducted. The function of research design is to provide for the collection of relevant evidence

with minimal expenditure of efforts, time and money.

The means of obtaining the information is through :

a) Primary data like questionnaire and mock interview.

b) Secondary data like magazines, news paper and net etc.

PROCEDURE OF DATA COLLECTION

Data compilation is an intermediate stage between data collection and analysis. Data

compilation involves classification and summarization in order to make data amenable to

analysis.

In dealing with any problem, once the sample has been selected the data must be collected

from the sample population. There are several ways of collecting appropriate data which differ

considerably in context of money cost, time and other resources. They can be broadly classified

in to two categories.

Two sources to collect data are namely:

1. Primary Source

2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA

The Primary Data that I collected were the first hand information which I received through

personal interviews with the consumers and through questionnaires. This data gave the mostvital information for making my analysis of the prevailing purchasing behavior of the

consumers.


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QUESTIONNAIRE TECHNIQUE

The method of collecting data mailing and personally distributing questionnaire to the

respondents is the most extensively employed technique in various economical surveys. This

method is quit popular, particularly in case of big inquiries. A typical questionnaire consists of a

number of questions arranged and printed in definite order on a form or a set of forms. Thequestionnaire is given to the respondents who are expected to read and understand the

questions and write the response in the given space meant for the purpose in the

questionnaire.

Mock interviews

Mock interviews are basically just to save the time of both the respondents and the researcher

and along with this, it is assumed as a best means for collecting data where respondents are not

so literate to answer to question tailored in the questionnaire.

SECONDARY SOURCE OF DATA COLLECTION

Secondary Data involved in my research were the information that I collected through the

various broachers and pamphlets of the company which were provided to me during the

analysis.

RESEARCH DESIGN :

The research design which has been used in the project report is descriptive in nature.

SAMPLE DESIGN:

The sample design which has been use in this project report is simple random sampling.

SAMPLING UNIT :

A decision has to be taken concerning a sample unit before selecting the number of samples. It

may be geographical as well as individual. Here Aligarh region has been taken as a geographical

unit and retailers as an individual unit.

SIZE OF SAMPLE:

This refers the number of items (Outlets) to be selected from the finite universe to constitute a

sample size. The survey was conducted of 50.outlets.


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RESULT AND DISCUSSION

FINDINGS

The following findings are obtained and are based on primary data:-

1. Which brand of bottle water do you sale more?

2. The brand customer prefer more:

3. Why do you prefer to sell this particular Brand?

4. On what basis customer prefer to purchase?


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5. Do you get any customer complaints for Bristle or Bluebird?

6. Are your suggestions considered by Bristle or Bluebird?

7. On what basis you motivate a customer to purchase a particular Brand?

8. When a customer talk of mineral water which brand comes into his mind?


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SWOT ANALYSIS

STRENGTHS

Old and famous brand name

Better packaging

Effective distribution network

Famous as pure & safe among consumer

Good product mix

Frequent quality checking

Better management

Give regular follow up to distributor

Indian image

Better sales force

Sponsoring various cultural program

Good incentives to dealer

WEAKNESS

one liter packs which accounted for 50% of the companys turnover has come down to 30 %.

The two-liter packs, which have practically disappeared from the shelves, have come down

from 20 % to 5 %. The growth has come from the 500 ml and the five-liter category, which

account for 15 per cent and 36 per cent of turnover respectively.

Earlier, it was selling at a premium of Rs.12 for the same size. But beginning last year, it has


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been selling its one- liter bottles at Rs.15 each. Aqua Minerals attributes the Price slashing to

retailer margins being on the higher side earlier.

The competitive Rs.15 price tag has been working well for the brand.

In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass marketing

20-litre bottles for an MRP of Rs.40. That works out to Rs.2 a liter. If the logistics,

manufacturing and distribution do fall in place, it could change the face of the purified watermarket for keeps.

OPPORTUNITIES

So far, They has not used the franchising route very aggressively unlike other companies which

has grown very fast using this route. We shunned this route so far because in most areas

where we had no presence, it was imperative that we did it ourselves. Now for further

expansion we can afford to use the franchisee route.

THREATS

They will be taking the packs back and refilling them. But the packs cannot be sterilized since

the material used is PET and cannot withstand high temperature. So how can he ensure

purity?

Strategy to counter threats and others?

We subject the bottles to chlorine washes, hot water washes and ozone washes before we refill

the bottles.

The company is betting on the home segment. The reason being that filters and water purifiers

also need to be cleaned periodically and still do not guarantee absolutely clean water. In order

to service this segment, the five liter 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

customers can pick up the required quota. In future, consumers will be able to call the fat

dealer and place orders for home delivery of the five-liter pack. The company has so far

appointed 180 such dealers. This is a high turnover, low-margin retailer who does not keep astore but serves a similar purpose with other items such as rice or wheat.


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CONCLUSION

They have captured the huge share of market in their state. They should make their strengthsmore stronger & shall decrease their weaknesses. They should focus on:

The soft target

Selling bottled water requires constantly expanding the market. The company should also

target the market for soft drinks. All the soft drinks addresses three issues: fun, thirst and

refreshment followed by status to some degree. The thirst and the status value of the mineral

water are well accepted. There is very little the mineral water brands can do to add the fun

element around the product. Again here, it becomes important for the company to have a good

distribution network. It should be understood that if the mineral water is easily available

everywhere then it can be said with confidence that it would be able to replace the soft drinks

as thirst quencher. If we try and look at the reasons that why consumers buy soft drinks as

thirst quenchers: we would find the answer as that either water is not available or if it is

available then safety is not assured. Therefore, backed by a good distribution network mineral

water industry can grow at a rapid rate.


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RECOMMENDATIONS

1. Advertisement to build the brand image that will provide the

required ground to establish the authenticity to the product.

2. 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.

3. The companyshould organize camps at various part of the city also

road show to bring about the difference between mineral water and

filter/purified water and to tell the people how mineral water is more

hygienic than filtered water/purified water.

4.To aware people the cost benefit analysis to the customer of how the

mineral water would cost less and benefit more, because people using

purifier system cost too much.


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LIMITATIONS

A small segment of the market has been covered for the

research purpose, so the conclusion cannot be generalized.

The data collected cannot be free from errors, since some

of the respondents failed to give correct information.

Study accuracy totally based upon the respondents

response.

Stipulated short span of time for doing research.


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BIBLIOGRAPHY

Marketing Management:-Philip Kotler

Annual Report:-

Shivam Aqua Industries 2009



Websites:

www.bisleri.com

www.discovery.com

www.google.com


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4. On what basis customer prefer to purchase mineral water?

a. Brand.

b. Quality.

c. Price.d. Availability.

5. Do you get any customer complaints for Bristle or Bluebird?

a. yes

b. no.

6. Are your suggestions considered by the company?

a. Yes

b. No.

7. On what basis you motivate a customer to purchase a particular brand?

a. Quality.

b. Price.c. Brand

d. Availabitliy.

8. When a customer talk of mineral water, which brand comes into his mind?

a. Bristle.

b. Bluebird.

c. Aquafina.d. Bisleri.

e. Others.

Date post:	05-Apr-2018
Category:	Documents
Upload:	vishal-nehra
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