37767342 Bisleri Marketing Competitor Analysis New Project

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    A COMPARATIVE BRAND ANALYSIS

    & MARKETING RESEARCH OF

    BISLERIVIS A VIS ITS COMPETITORS:

    AQUAFINA, HELLO & KINLEY

    SUBMITTED PARTIAL FULFILLMENT OF THE REQUIREMENT OFBACHELOR OF BUSINESS ADMINISTRATION (BBA)

    GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

    S UBMITTED BY:

    KARTIK SAHAI

    ENROLLMENT NO. 0!"!""#0$

    SESSION %00$%00

    GURU GOBIND SINGH

    INDRAPRASTHA UNIVERSITY

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    ACKNO'LEDGEMENT

    The present work is an effort to throw some light on B*+ A+*-// & M*123

    R2/2*45 O6 B/-2 A 4789**32 *+*-// ;35 3522 47892337/ *6+*

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    E@ECUTIVE SUMMARY

    Water / 352 87/3 8973*+3 -=> + 352 ;7-. '357>3 ;*32, 3522 ;7>- 2

    +7 -62, *3 -2*/3 +73 352 ;* ;2 1+7; 3. I+ 37*2 D+1+ '*32 / 2478+ 352 //>2 67 352 47887+ 8*+.

    There are rapid changes that are taking place in our environment since long and the

    air and the water pollution is on an increase. The main source of drinking water is

    river and downstream which have also not been able to escape the pollution.

    When a consumer became aware of the problems caused by water pollution themarket saw an advent of 42*84 ;*32 6-32/, which filters the dust and suspended

    particles but dissolved impurities and microbiological impurities are not cleared out.

    The mineral balance is also not maintained.

    ! esearch "ethodology defines the purpose of the research, how it proceeds, how to

    measure progress and what constitute success with respect to the objectives

    determined for carrying out the research study.

    The appropriate research design formulated is detailed below.

    #$ploratory esearch% This kind of research has the primary objective of development

    of insights into the problem. It studies the main area where the problem lies and also

    tries to evaluate some appropriate courses of action.

    The research methodology for the present study has been adopted to reflect these

    realties and help reach the logical conclusion in an objective and scientific manner.

    The present study contemplated an e$ploratory research

    The following are the main objectives of my esearch study%&

    To make a brand analysis of 'isleri as a 'rand. To conduct a market survey of 'isleri.

    The affects on 'isleri sale, profit and market share after the launch of (!c)uafina* by

    Pepsi and (+inley* by coca cola. To find out the current position of !c)uafina, hello

    and +inley mineral water. Threats caused by !)uafina, +inley and hello to 'isleri.

    trategies and measures adopted by 'isleri to counter the competition by hello -

    +inley.

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    TABLE OF CONTENTS

    ". INTRODUCTION "

    I+37>437+ 37 8+2*- '*32 I+>/34>2+3 S42+*7 !

    M//7+ 76 B/-2

    . RESEARCH METHODOLGY $

    O2432 #

    S7>42 76 *3*

    S*89-2 2/+

    /. COMPANY PROFILE "0"

    M*123+ 8 76 B/-2 %0%

    P78737+*- A433 %!!"

    S'OT *+*-// !%

    0. FINDINGS OF RESEARCH !#0

    1. CONCLUSION #"#

    2. RECOMMENDATIONS #!#$

    #. ANNE@URE ##%

    3. BIBLIOGRAPHY !

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    INTRODUCTION

    Water / 352 87/3 8973*+3 -=> + 352 ;7-. '357>3 ;*32, 3522 ;7>- 2

    +7 -62, *3 -2*/3 +73 352 ;* ;2 1+7; 3. I+ 37*2 D+1+ '*32 / 2478+ 352 //>2 67 352 47887+ 8*+.

    E53 9242+3of the human metabolism consists of water. This is the reason why

    0 76 5>8*+ /2*/2/ *2 ;*32 7+2.There are / types of water impurities,

    which are root cause of water borne diseases.

    4. M477-74*-B*432* >/.

    %. D//7-2 89>32/ 45284*-.

    . I8*-*+42 76 M+2*- C7+32+3.

    There are rapid changes that are taking place in our environment since long and the

    air and the water pollution is on an increase. The main source of drinking water is

    river and downstream which have also not been able to escape the pollution.

    When a consumer became aware of the problems caused by water pollution the

    market saw an advent of 42*84 ;*32 6-32/, which filters the dust and suspended

    particles but dissolved impurities and microbiological impurities are not cleared out.

    The mineral balance is also not maintained.

    "0

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    ince an average family needed a small )uantity, not more than five or si$ litres a day,

    boiled and filtered water had been a convenient solution for some time. The fallouts

    were obvious. I3 ;*/ 2 664>-3 37 47++42 352 9279-2 35*3 9>64*37+

    //328 ;*/ ;735 352 942. T522 ;*/ +7 /-2 ;* 37 287+/3*32 352

    2+263,7 The otherwise somnolent market began to change once companies like

    E>21* F72/ targeted the office segment, while the mineral water players went

    after travelers. Ion #$change was the only company which had any measure of

    success in entering homes with J27B. 'ut clean drinking water returned on the

    national agenda a little later.

    !round 4838, drinking water became an issue again.

    A7>+ 2*- "0/T82 * /37 7+ I+* */ * 12 282+ 8*123 *+

    35*3 ;*/ 352 32 67 *-- 352 9-*2/ 22+ 35/ 8*123.

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    INTRODUCTION TO MINERAL 'ATER INDUSTRY

    CURRENT SCENERIO

    The best beverage for India in the new millennium seems to be water. In recent years,

    the bottled driving water market has been witnessing high&decibel levels of activity,

    with a host of new entrants swelling the clutter. With over 99 players jostling to be

    the thirst )uenching favourite of the Indian consumer, the business is growing at a rate

    of over 19 per cent annually. The country:s bottled water business is estimated to be

    around

    s. 4, 499 crore, of which the branded market accounts for s. ;99 crore and about

    ;99 million litres in volume.

    In India, the core proposition of bottled drinking water lies in hygiene, as the )uality

    of tap water is bad and is rapidly deteriorating. This is in stark contrast with the West

    where :mineral water: indicates the attendant minerals present in the water. "ineral

    water in Western countries is obtained from natural springs and is, generally, named

    after those springs. "ost of the bottled water passed off as mineral water in India,

    however, is filtered, boiled or purified by other means such as reverse osmosis. !

    better description of bottled drinking water sold in India therefore, would be :purified

    bottled water.

    The growth of the category indicates the need for this :mineral water: and the fact that

    heavyweights are eyeing the segment points to the potential that is seen in this market.

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    Today there are more than 99 brands, out of which 49 of them are from top

    companies.

    In the branded segment, Parle*s: B/-2:is the market leader with a share of more than

    01B. Parle !gro*s: B*-2< 4782/ * 4-7/2 /247+ ;35 8*123 /5*2 76 ". O352

    8*7 9-*2/ + 352 8*123 *2< Y2/

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    RESEARCH METHODOLGY

    ! esearch "ethodology defines the purpose of the research, how it proceeds,

    how to measure progress and what constitute success with respect to the

    objectives determined for carrying out the research study.

    The appropriate research design formulated is detailed below.

    #$ploratory esearch% This kind of research has the primary objective of

    development of insights into the problem. It studies the main area where the

    problem lies and also tries to evaluate some appropriate courses of action.

    The research methodology for the present study has been adopted to reflect

    these realties and help reach the logical conclusion in an objective and

    scientific manner.

    The present study contemplated an e$ploratory research

    RESEARCH OBECTIVES

    The following are the main objectives of my esearch study%&

    4. To make a brand analysis of 'isleri as a brand.

    . To conduct a market survey of 'isleri.

    /. The affects on 'isleri sale, profit and market share after the launch of

    (!c)uafina* by Pepsi and (+inley* by

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    NATURE OF DATA

    PRIMARY DATA: >ata which is collected through direct

    interviews and by raising )uestionnaires to

    retailers.

    SECONDARY DATA: econdary data that is already available and

    published. Darious internet sites, newspaper,

    magazines like !-" were searched in order to

    find information useful for completion of thisproject.

    It could be internal and e$ternal source of data.

    I+32+*- /7>42: Which originates from the specific field or area where

    research is carried out e.g. publish broachers, official

    reports etc.

    E32+*- /7>42: This originates outside the field of study like books,

    periodicals, journals, newspapers and the Internet.

    DATA COLLECTION

    P8* D*3*: The primary data has been collected by conducting a

    survey in the following areas.

    4. ajendra place

    . =araina Industrial area

    /. +arolb