Bisleri Consumer Behaviour

8/19/2019 Bisleri Consumer Behaviour

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A

RESEARCH REPORT

ON

Analysis of ConsumerBehaviour

ofVarious SKUs of Bisleri in Delhi

& NCR

FOR THE REQUIREMENT

MASTER OF BUSINESS ADMINISTRATION

(Under U.P. Technical Universit! "#c$n%&'

SUBMITTED TO SUBMITTED BY

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SKYLINE INSTITUTE OF ENGINEERING & TECHNOLOGYKNOWLEDGE 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. L!"# D#$, %#&'* G'+,

SIE, !r. "oida, for guided me with all aspects on the entitled ANALYSIS

O% CONSUMER BEA/IOUR O% /ARIOUS SKUs O% BISLERI IN

DELI NCR.

#y profound sense of obligation goes to Ms A'# M+45# L., D"+

who helped during the course of our project. hey were of great help to me

in every aspect and enlivened me to win the problem head that I faced

during research project.

MAES SING

MBA (I/ S)

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R7 N7. 0819380028TABLE O% CONTENTS

1. E%E&'I(E S'##)*+

$. E&I(ES

/. I"0'S*+ *E(IE

2. &#3)"+ 3*4I5E

#ISSI"

&*3*)E 3*4I5E

)&6IE(E#E"S

7. 3*0'& 3*4I5E

8. 3*0'& )"0 3*0'&I" 3*&ESS

9. 0IS*I'I" S+SE#

:. S)5ES #)")!E#E" S+SE#

S)5ES *!)"IS)I"

S)5ES 3*#I"

S)5ES 4*E&)SI"!

)0(E*ISI"! &)#3)I!"

;. 6E* &#3EI*S

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1$. )")5+SIS )"0 I"E*3*E)I"

0E)5E*S S'*(E+

&"S'#E*S S'*(E+

I"SI'I")5 S'*(E+

1/. 4I"0I"!S

12. &"&5'SI"

17. 5I#I)I"S

18. *E&##E"0)I"S

19. )""E%'*ES

0E)5E*S S'*(E+ S6EE

='ESI"")I*E

6E5S 5IS

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1:. I5I!*)36+ PRE%ACE

he learning process of classroom is incomplete without any practical field

e>perience. It is because of the reason that our Institute like any other, has

provision for practical training, so practical training is vital. )ccordingly we

had our training with isleri ?)@ua #ineral 3vt. 5td.A.

his 8 weeks training gave us an insight into the working of an organiBation

and learn how some of the important concepts that we have been studying as

a student of management are applicable in the field. he 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.

0uring this period we had the opportunity to observe the companyCs

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.

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OB:ECTI/E O% TE STUDY

he objective of the study was to find out the consumer preference,

availability of the products, competitorCs activity, consumption pattern

channel behavior of various SD's and the market share of isleri and Its

competitors. he major emphasis was given on

1. o make a detailed study of packaged drinking water in terms of its

e>isting market siBe, future market potential, major geographical

markets and important customer segment.

$. o analyBe the major competitors in this product, their respective

product attributes, brand positioning and market strategies.

/. o study each of the major customer segment viB. institutions such as

hotels, restaurants etc.A, retail outlets and the final consumers.

2. o study the market share of packaged drinking water in

• *etail market

• Institutions ?6otelsA

• &onsumers.

7. o determine the brand awareness and brand preference of the

different segment and to analyBe the various segment preference for

the packaging medium, bottle siBe and price of packaged drinking

water.

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E;ECUTI/E SUMMARY

In this report, I have analyBed the #) ?op f #ind )warenessA,

customerCs preference, companyCs strategy and competitorCs activities for all

SD's, their strategies and schemes offered to retailers.

he main competitors of isleri packaged drinking water in this segment are

Dinley which is giving a very tough competition, )@uafina, "estle,

Dingfisher, etc. isleri is lading all the competitor brands and is still the

market leader.

In this study three types of survey are conducted i.e.

• D#5s S'5$*, for which sample area was randomly selected in

0elhi region.

• C74s'5s S'5$*, which was also conducted randomly in 0elhi

region.

I4s+'+74# S'5$* under which hotels of C#57 B#


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hese all workings were done to find out the consumerCs preference, their

satisfaction level, and availability of products, competitorsC activity their

strategy, and give recommendation and suggestion to the company.

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INDUSTRY RE/IEW

) few years back, the packaged drinking water market had been crawling at

the rate of /-2F, or even a lower figure. Indians carried drinking water in

earthen pitchers, plastic or 3'4 bottles. ut increasing case of typhoid and

other water borne diseases began to be reported. In addition to this,

liberaliBation happened and the mineral water industry began to be stirred

and shaken. he market started growing an astounding rate of over 1


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market. C7-C7# made a splash when it launched K+4* brand and is

now doing reasonably well. Ns, the global leader in the packaged

drinking water market, has also come up with its premium product, P55+5

though rand P'5 L+= is almost dying. P>s+?s A'#=+4# is also growing

in the market. ritannia is also launching E$+#4.

)lmost the first to challenge isleriCs near monopoly was 3epsiCs A'#=+4#.

hough 3epsi launched its bottled water in just one SD' ?stock keeping

unitA of 97< ml. in the very starting but now they have also launched 1 litre,

the &hauhans of isleri were galvaniBed into action. hey launched their

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MARKET SARE

)t present the various major players in the packaged drinking water market

can be outlined as following in terms of F market share

B5#4 N#s ( C7>#4* ) M#5! s"#5 @

isleri ? )@ua #inerals A 22F

Dinley ? &oca- &ola A /1F

)@uafina ? 3epsi A 17F

ther *egional 3layer 1


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REGIONAL PLAYERS IN TE MARKET.

)s there is less entry barriers in this industry various regional players crop

up at regional players who are involved in !uerilla arfare. hese regional

players canCt be neglected as they eat away a bite of market shares at local

level.

C7>#4+s B5#4 N#s R


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COMPANY PRO%ILE

)=') #ineral 5td. is the owner of famous BISLERI brand of packaged

drinking water. It is the part of renowned 3)*5E group in India. his group

is engaged in various activities of which packaged drinking water forms one

of its core business.

MISSION STATEMENT

T7 >57$+ " "+'5+* #4 s#=*, #4 #!+4< + #s+* #$#+# 7

" &74s'5s +4 " $5* #==75# >5+&.

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CORPORATE PRO%ILE

he origin of isleri lies in Italy and the brand owes its name to founder

4elice isleri, an Italian Entrepreneur. In 1;89, isleri set up a plat in

#umbai for bottling and marketing mineral water, which was first of its kind

in India. 6owever, it did not work. )mong other reasons, the fact was that

the Indian consumer was unprepared to accept bottled mineral water. his

was the main reason responsible for its failure. &onsumer mindsets were

more geared towards boiling water at home.

In 1;8;, 3arle bought over the isleri brand. In those days the isleri water

was not available in glass bottles. 3arleCs taking charge of isleri did not

make a dramatic difference to the brandCs fortunes immediately. hile it did

gain in terms of visibility and reach ?piggybacking on 3arleCs e>isting

distribution networkA, efforts to e>pand the bottled water market were not

e>actly painstaking. 3arle at that particular time was interested in making

soda water and not packaged drinking water. here 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. #oreover

they were not ready to pay for a commodity like water which was so

abundantly available. In 1;9$-9/ 3arle changed the packaging of its boiling

water and made it available in 3(& ?poly vinyl chlorideA bottles and that

significantly made a difference in the sales. he buyers, then, were mainly

the upper class- the trendy people.

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In 1;;/, &oca-&ola bought 3arleCs soft 0rink rands G 6'#3S '3,

5I#&) etc. agreed to a settlement that allowed the multinational to bottle

and distribute isleri water, however, remained with 3arle. he upsurge in

the sales of isleri started from this point as 3arle sold off its stable brands

to &oca-&ola this was the time when it started concentrating on making

isleri a success in the domestic packaged drinking water market. he

reason why isleri chose to retain the isleri name was that 3arle saw a

fairly lucrative business of packaged drinking water in isleriCs e@uity. he

real shift in the companyCs policy towards packaged drinking water industry

came in 1;;:, although the conscious efforts had already been started in

1;;2. his 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 1;;7, when 3arle E>ports took charge of the brand

operations and the business took off in the market. ith factories across

India and a strong distribution network, isleri 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. )s a marketing strategy, a conscious decision was taken by the

company that only 2


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his brought about a sea change in the perception in the consumerCs mind

about consumption of isleri. Earlier, drinking bottled water was considered

to be more of a status symbol. hat thinking was slowly changed to the point

where today, not drinking isleri is considered as been behind the times.

Such has been the presence and penetration of the isleri brand in the

bottled water segment.

In 1;;:, a strategy was adopted to concentrate aggressively on the home

market. he habit of boiling water or using electronic gadgets was not

ade@uate, since the source of water itself was unreliable. he bulk packages

like the $, 7 and $< lt. bottles were introduced to meet this market need. he

price per litre went down as a result, making bottled water very economical

for the consumer.

he company has a total plant of /7 3lants of isleri ?$1 ownedA and is

committed to cater the remotest players in India.

%UTURE PLANS

isleri was the first to market bottled water in a totally virgin market and

naturally people associate the brand with bottled water. "ow isleri is

perhaps already ten steps ahead of its local competitors and endeavor to

widen its gap in the months to come.

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he brand positioning of isleri stresses on pure, clean and safe drinking

water. Sales have grown by 12


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aipur

Dathmandu, "epal

&alcutta

)hemdabad

#umbai

6yderabad

!oa

angalore

&hennai

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ACIE/EMENTS O/ER TE YEARS

B+s5+ has become a generic brand in bottle water segment H

complies with both 6 and IS standard of @uality.

B+s5+ has received the IS certified for its production also.

B+s5+ has 19 manufacturing plants situated in India H "epal.

B+s5+ plant in 0elhi is the largest in )sia as compare to other

mineral water plants.

B+s5+ has the largest market share and is market leader.

esides the above mentioned major achievements, isleri has always

maintained leadership position in the market. he company has been

e>panding continuously through the past few years at rate of $


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PRODUCT PRO%ILE

JItCs a compliment being generic to the category, but itCs not very good when

consumers think any mineral water brand is isleriK.

isleri, a product established in India by *amesh &hauhan, &hairman of

3arle )@ua #inerals has become a generic brand. isleri was the first

marketed bottled water in a totally virgin market. he brand has become

synonymous with packaged drinking water, thus consumers accept any

brand offered by the retailer when they ask for isleri.

So far *amesh &hauhanCs isleri enjoys the largest market share of 22F in

the giant packaged drinking water industry and is growing at the rate of :imately one hundred thousand cases

valued at about *s.8


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PRODUCT AND PRODUCTION

PROCESSES

PRODUCT

1. P57'& $#5+#4s

isleri is available in a range of siBes ?SD'sA given below

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he percentage wise contribution ?valueA to sales of various SD's is

pictorially shown below

2. P57'& +447$#+74

o make sure that the product that reaches the consumer is always high

@uality and also meets international standards, isleri has always been

involved in improving its product packaging. ne such recent development

is the temper proof break-away seal. isleri also recogniBes the need to

produce environment friendly products and is working on the 3E project.

*ecent innovation at isleri has been B5#!-A#* s# keeping in mind the

consumerCs need should recogniBe a genuine product that cannot be

$/


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tempered with, isleri developed the reak-)way seal. he uni@ue cap has

been patented and cannot be duplicated or tempered with. his technology

development in the product ensures that the consumer will only get a highly

safe product when they consume isleri packaged drinking water.

3. P57'& >#&!#tremely

conscious of environmental issues since 3E bottles are not bio-degradable

and not easy to dispose. he company is currently working on the PET

5&*&+4< >57&, where they will collect bottles from various places, crush

and shred them. he shredded material will then be made into ropes, 3E

containers for the non-food industry and other 3E like polyester fibre,

flower vase, gift items etc.

PRODUCTION PROCESS

ver the last 17 year, company has set up 1< new units besides taking on 9

franchisees. )nd over the / year, the 1$< bottle per minute ?bpmA capacity of

the 19 units across the country will be increased to $7< bpm. oday isleriCs

manufacturing each indicates that it is represented across the country e>cept

in east the east.

$2


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he #ineral 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.

he entire plant and the piping, which comes in contact with the process

water, are made of food grade stainless steel. ) strict code of hygiene and

religiously conducted @uality controls tests ?: in numberA every shift further

ensures @uality product.

isleri is 1citing @uality controls

from the water source stage to final packaging.

1. P'5+=++74 P57&ss

3urity and safety are two major factors taken care in sourcing and processing

of isleri water. 'nder ground spring is carefully selected based on its

portability and pathogen free water. !reat care goes in tapping this source.

nly water below $7 meter is tapped. his is to avoid any surface

contamination to percolate and mi> with under ground water source. )rea

surrounding the water collection tube at the surface is protected and kept

clean.

he steps of manufacturing process are given below.

$7


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S> 1 the water is collected in water storage tank where it is

chlorinated, giving sufficient contact time ?1 hr.A for chlorine to destroy all

bacteria. ater then passes through sand filter and carbon filter. Sand filter

removes all suspended particles whereas carbon filter removes odour and

chlorine. he water is now free of all bacteria, suspended particles and

chlorine.

S> 2 the water now goes to ion e>change where the water is softened ?the

undesirable heavy salts are removedA. his helps in digestion.

S> 3 ater now passes through reverse osmosis plant, which is capable

of getting rids of even minute traces of to>ic minerals, should and happen to

e>ist. In its simplest form the reverse osmosis plant consists of semi

permeable membrane which acts as molecular filter.

S> ater now comes to second water storage tank and it once again

chlorinated. ust prior to use water is passed through carbon filter to remove

chlorine and then through a series of micron filters of diminishing pores

siBe. It is also steriliBed with ultra violet light and oBonated to attain a

dissolved oBone residual concentration of 9 3et bottles in which it is filled are stretch are blow moulded 1


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P57&ss+4< A4 F'#+* Ass'5#4&

he casing tune itself is protected with stainless steel mesh to give a

preliminary filtration to the water.

'ltra filtration gives water reduction in turbidity and adds sparkle.

)ctivated carbon purifier to remove colour and odour in water.

*everse osmosis membrane has porosity of less than ygen with couple of hours.

SteriliBation effect of oBoniBed water continues even after water is

packaged, thereby ensuring safety of isleri up to its final packing. o

ensure high @uality of packing material, component like cap and bottlesare manufactured in-house from resins of @uality suppliers.

!ood manufacturing practices are stringently followed at all times.

3rocessing is religiously monitored at every stage. esting source water,

processing parameters, microbial @uality, packaging material integrity and

finally, shelf life studies, forms an integral part of @uality and safety

assurance plan.

$9


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DISTRIBUTION SYSTEM

P57'& C74$4+4&

D+s5+'+74 I44s+$

C"#44 L4


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more are in the process of being appointed. Jhe idea is to make isleri all

pervasiveK.

he company will invest appro>imately *s. $


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success factor in gaining market share to this e>tent. he system has its own

advantages and disadvantages.

T" #$#4#


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with these agents, while these &H4 agents in turn will distribute through the

distributors.

BISLERI BOTTLE IN DI%%ERENT SIES

S+H 7= " 7s P5+& >5 7 T#5tensive coverage of the "& ?"ational &apital erritory *egionA is

done through Self 0istribution and distributors. here are in all 9 57's +4

D"+ which are looked after by 10 S#s E&'+$s. n an average there

are about 60 5#+5s &7$5 >5 57'. In all the total number of retailers

covered in the 0elhi region are around 1$


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4aridabad and !urgaon are covered through &H4 )gents. he company has

its depot managers who are reporting to Sales manager at 0elhi office and

are looking after day to day sales activities.

DISTRIBUTION COSTS

1. %5+


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9. T5# M#5


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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.

he sales function performed at )@ua #inerals 5td. are

Sales planning

Sales analysis

Implementing the sales system

Sales reporting

rder processing

&ustomer servicing

#erchandising ?for 7 lt., $< lt., and cup A

rganiBing and implementing the sales promotion activities.

0ebtors management-payment collection

Sales cost control

Stock and inventory management

Sales development

&ustomer complaint handling

&ompetitor activity feedback

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#arket trend feedback

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SALES ORGANIATION CART

Sales ExecutiveRoute 2

Sales ExecutiveRoute 1

Director Sales(company owned

plants)

All India SalesDirector

Marketin

Manaer Sales Manaer

Depot Manaer located at !"#

SalesRepresentative

Sales ExecutiveRoute $

SalesRepresentative

/8


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R7s #4 Rs>74s++++s

All India Direct%r

o #onitoring and controlling all franchisee operations.

o &ontrolling company owned plants in #etro H )-&lass &ities.

o Setting all India sales targets.

o &reating sales organiBation.

Direct%r Sales

o #onitoring and controlling individual bottling plants.

o Setting regional sales target

o StrategiBe the projected sales.

o 6as to create the distribution infrastructure.

o Sales system control, working and monitoring.

Sales Manaer

o o organiBe sales H distribution infrastructure in his region to

consistently deliver e>pectations.

o Setting sales target for the areas.

o Implement below-the-line promotional activities.

o 6as to look for innovative ways to e>pand the market.

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o Sales cost control.

o Implementing #IS in the area.

o &ustomer Service.

o 6elp &ompany owned as well as franchisees plant to achieve their

respective sales target.

o o collate and analyBe figure before competitors action in the region.

Sales E)ec#tive

o 6andling institutional sales.

o #arket service and coverage.

o Implementing promotional schemes.

o 3ayment collection.

o *oute management.

o &ustomer service.

o Ensuring product visibility.

o 0aily market reports.

o "ew opportunity identification.

Field Sales Re*resentatives

o *oute service and coverage.

o &ustomer service and complaints handling.

o 3ayment collection.

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o #arket intelligence.

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SALES PROMOTION

o e>pand the market, various below the line promotional activities are

carried out in the form of schemes.

he schemes are carried out differently for various SD's.

he schemes which the company follows in 0elhi region for targeted growth

are as follows

900 . 1 .

3romotions specifically for schools and colleges are given for this.

E>ecutives 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 .

&ross schemes are given on other packages mainly 7clusively served by only 1.$ lt. and no 1 lt. this

helps in giving boost to sale of this SD'.

0isplay of 1.$ lt. on specified route on at least 7 outlets per market.

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2 +5 9 +5

)s 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.

o club these above SD's with refill schemes of $< lt. jar.

3lan to carry out a shop-to-shop promotion in market like !affar

market, Darol agh, 3ahar !anj where isleri will supply 7 lt. jar for

their self consumptions.

20 +5 #5s

*egular advertisement in print media.

5aunched reak-away seal cap to obtain a niche over competition and

to put a full stop at duplicity.

ie-ups with caterers and ban@uets in markets of East and est 0elhi.

Street 3romotion done at elite residential colonies of South 0elhi to

promote 6ousehold clientele.

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SALES %ORECASTING

Sales 4orecast is a starting point for any business. #arketing operation and

financial and personnel planning will collapse if Sales forecast is not reliable

within reasonableM acceptable level of tolerance. Sales 4orecasting is a

@uantitative estimate e>pressed in volume or value terms of future sales for a

specific time period under assumed marketing programs and environmental

problems.

In isleri 4orecasting is done on annual basis and is further broken down

into monthly basis as field e>ecutive targets. 4orecasting is done by using

rend )nalysis and Sale 4orce opinion method.

he forecasting method starts with taking the inputs from sales e>ecutive in

terms of sales they will be able to achieve the following year through a

prescribed format.

2$


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AD/ERTISING CAMPAIGN O% 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

isleri undertook to build itself as a brand. isleri started its game-plan with

the punch-line of L3ure and SafeC and used the same catch-line for

advertising. ut with the advent of many new players, all claiming the

purity, it became very imperative for isleri to differentiate its product so as

to stand out in the market. isleri found the answer in Lsealed cap bottlesC. It

claimed 1


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he ad campaign of )@uafina emphasiBed as L9t few shots show the guy looking for something in frenByOcan not

find itO.rushes towards the chemistCs shopObuys LsomethingC ?keeping the

audience in suspenseOor rather implicating point forOA the girl opens it and

O34O takes out a bottle of isleri and @uenches her thirst. &aption

J3lay SafeK. his campaign was to catch the attention of youth and new

Indian society which is supposed to be Lnot-so-prudishC. hus isleri has

taken a very bold step. he .(. ads have been complimented by print ads

also. he campaign is reported to be doing pretty well.

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he latest ad campaign which shows the break away seal of $< litre bottle is

step taken to stop duplicity of a large e>tent. his break away seal gives an

impression for high @uality packaging thus making it more says for

consumers. his ad campaign is also attractive and lay emphasis on @uality

packaging. "orth accounts for /7 F of sales for the industry, est accounts

for /< F, South $


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OTER COMPETITORS

he mineral water market is to set to e>plode and hit the *s.$


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In September, &&I made an announcement that literally grabbed the

headlines. &&I announced that Dinley had overtaken the near-generic isleri

brand in terms of market share. =uoting *!-#)*!M )& "ielsen data,

&&I claimed that for the period ended uly /1, $


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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 6) virtually had an empty

canvas to work on.

)nd it came up with a campaign that did have people talking. 4irst, as series

so teasers, followed by a film that showed healthy bodied and youthful

people and, of course, lots of water. )lthough )@uafina started with only 97<

ml. pet at *s. 1< but now it launched its 1 lt. pack also with the price range

of *s.1$. in addition to the tamper proof seal, there is reliable method of checking whether the bottle has been reliable. he date of manufacturing has

been written on the cap as well as on the bottle. hus a person who is

refilling it would have to find a matching cap and bottle, the probability of

which is very low.

NESTLE

"estle India is the latest to enter this market with the launch of its brand

N3ure 5ifeP in "ew 0elhi. It plans to grab a 7< per cent market share in the

ne>t two years and emerge as a strong player. he company has not ruled out

ac@uiring e>isting brands. he product will be available in other cities as

well soon.

he water is bottled at "estlePs new plant at Samalkha in 6aryana. "estle

has already launched two of its global premium mineral water brands

N3errierP and NSan 3ellegrinoP which are targeted at niche markets.

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PARLE AGRO?S BAILEY

ailey the brand that is owned by *amesh &hauhanCs brother 3rakash

&hauhan is very popular in the southern part of India. Southern part of India

accounts for $


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"ow paying more emphasis on 5#!-##* seal and attracting

consumers to use only isleri.

&ompany is having large surplus of funds.

5arge stock maintained by the company.

)vailability of water bottles at the nearest possible outlets.

hey maintain constant @uality checks on @uality of purified water.

WEAKNESSES

3roduce low @uality per bottles, which cannot be steriliBed.

hey donCt manufacture dispensers.

hey charge more for 7 lt. )nd $< lt. ottles as compared to other

emerging companies.

ad publicity done before by the newspaper.

MACRO EN/IRONMENT %ORCES

hose forces, which affect the performance and ability of an organisation

from outside, i.e., those forces are uncontrollable and the organiBation

cannot manipulate these forces.

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OPPORTUNITIES

) major purpose of environment scanning is to discuss new marketing

opportunities. ) market opportunity is an area of buyer need in which a

company can perform in profitability. (arious opportunities of isleri in

market are

he business is growing at the rate more than :


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Its higher prices and low retailerCs margin has made the competitor to

strengthen their feet in the isleriCs market.

eing an Indian company, it is getting affected by international brands

like 3epsi, Dinley, and "estle.

7/


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RESEARC METODOLOGY

*esearch is common parlance refers to a search for knowledge. he purpose

of research is to discover answers to @uestions through the application of

scientific procedures. *esearch methodology refers to the tools and methods

used for obtaining information for the purpose of the subject under study.

*esearch methodology deals with the various methods of research. he

purpose of the research methodology is to describe the research procedure

used in the research. *esearch methodology overall includes the research

design, data collection method and analysis procedure which are used to

e>plore the insight information form the research problem. *esearch

#ethodology helps in carrying out the project report in by analyBing the

various research findings collected through the data collection methods.

RESEARC DESIGN

*esearch design is an important and the vital part of the research. *esearch

design is a comprehensive master plan specifying the procedure for

collecting and analysis the needed information. *esearch design provides an

e>cellent framework for the research plan of action. he function of the

*esearch design is to ensure that the re@uired data is in accordance research

design is a blue print for the research study, which guides research in

collecting and analysis the data.

6ere in our project we have used the two type of research design

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E;PLORATORY RESEARC DESIGN

E>ploratory research design helps the research in getting the insight

Information from the research problem. !enerally all the marketing

*esearch projects innuendos e>ploratory research that helps the researcher in

providing the sharp focus of the problem under research. E>ploratory

*esearch lays emphasis on the discovering of ideas and possible inside to

get the information needed to carry out the research has used the e>ploratory

form to research design in the project under study.

CONCLUSI/E RESEARC DESIGN

&onclusive 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 alternativesto make a rational design. 6ence this type of research is being used in this

research project.

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DATA COLLECTION METOD

he success of any project or market survey depends heavily on the datacollection and analysis. It is necessary that the data collected is a reliable

data in order to achieve the research objective. )ll data sources can be

classified into two data

1. PRIMARY DATA

2. SECONDARY DATA

1. PRIMARY DATA- 3rimary data is the data which are fresh and

collected for the first time, and are original in character. It consist of

the actual information. here are various 3rimary data collection

techni@ues, which have helped in data gathering.

he primary data collection techni@ues used in the project is as

follows

a' PERSONA" INTER+IE, METHOD

-' SUR+E 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. his data is simply used up by the researcher

for his purpose of collected the data and its use is now not the same .

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he secondary data source here in this project are -

a' MA/A0INES

-' 1OMPANIES INTERNA" RE1ORDS

c' ,EBSITES

SAMPLING DESIGN

) sample design is a definite plan for obtaining a sample for a given

population. ) sample is only a portion in the universe. Sampling is used to

collect the primary data. he objective of sampling is to get ma>imum

information about the parent population with minimum effort. Sample

0esign consists of the following factors.

1.S#>+4< '4+

he target population for the survey of

• C74s'5s were the already e>isting customers drinking

packaged drinking water as well as those not drinking mineral water. his

sampling unit was taken randomly from 0elhi region.

•D#5s were the retail and wholesale outlets of the

company located in 0elhi region particularly the areas were taken randomly,

those areas are 3alam )irport, 6ighway, hijwasan, Dapashera, (ikas 3uri,

3aschim (ihar, anak 3uri, Dhan #arket, 5odhi *oad, 5odhi &olony,

0efence &olony, #.#.#arket, (asant Dunj and (asant (ihar.

79


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• I4s+'+74s were hotels in the &arol agh region.

2. S#>+4< T&"4+'s

he sampling techni@ue applied in this project is mainly "on-3robability

?convenienceA sampling.

3. S#> s+H

he sample siBe for the survey conducted for the analysis of

• 0ealers were /


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ANALYSIS INTERPRETATION

1. DEALERS SUR/EY

In this survey /5$+s75 #r. 0igvijay.

his area is having basically two of the big marketers of packaged drinking

water i.e. our product isleri H )@uafina. In which isleri is leading and

having a good market share. )s this area is highway so the basic customers

of our product are the passengers of that highway. ur basic market priority

7;


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must be based on more and more visibility. his area mostly covers a large

sale of 1 litre and 1.$litre. water bottles. In this area shops like ain 3an,

*ahul Sweets, )garwal Sweets and !upta an 3an are having a good display

of our product isleri. here is an intensive distribution strategy adopted in

this market. his is one of the major sales areas of the company. In this area

our nearest competitor is )@uafina giving up a high scheme of giving one

case of 1$ bottles free with every $ cases.

In this area we visited 79 retail outlets. )ccording to survey conducted there

we got that the market share in this market hold by the isleri is 2:F,

)@uafina $2F, Dinley 1:F, "estle 2F and thers 8F. he scheme of the

company varies from shop to shop according to their sales. !enerally the

scheme given in this market are 1case free with every two or 1 case with

every three. 6ere the company emphasiBes 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 bo>es etc.

#arket share of packaged drinking water in this area is shown by this graph

8


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2:F

$2F

1:F

2F8F

isleri

)@uafina

Dinley

"estle

thers

E

rror *eference source not found

A5# (ikas 3uri, 3aschim (ihar

S#s#4 #r. !aya 3rasad

S#s S'>5$+s75 #r. )nil Sharma.

81


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42%

30%

20%

2% 6%

Bisleri Aquafina Kinley Nestle others

isler

i and )@uafina basically cover this area. In this area 81 retail outlets are

surveyed. In this area isleri is having a good market share but due to some

schemes launched by )@uafina i.e. getting free case of water with 3epsi and

making the retailers bound to sell there product. his area is having sales of

all SD's, especially 7 lt., $< lt. he company very nicely covers this area

and isleri leads the market in this region. his area also covers theinstitutional sales like of schools and colleges. In this area sale of 7


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S#s S'>5$+s75 #r. )nil Sharma.

his area is having a good market share of )@uafina, isleri, Dinley and

3aras. In this area 22 retail outlets were surveyed and all the data has been

collected from them. his area is having a good market of $< lt. ars and 7

lt. ars. because this is basically a residential area. his area also has a good

market of 7


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2imiBe its sales in this product.he market

share of the companies in this market are isleri is having 2


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A5# Dhan #arket, 5odhi *oad.

S#s#4 #r. !ulati.

S#s S'>5$+s75 #r. *amola.

his area is being located in the heart of the city. he customers of this area

are too much @uality conscious and not price conscious. n having a view

on customerCs segmentation this area belongs to royal class home users.

here are many competitor of isleri in this market and all the brands are

available on each of the retail outlet. In this area, isleri has a market

competition from Dinley, )@uafina, "estle, 6imalayan, &atch, Dingfisher

and other local competitors. his area basically has a higher consumption of

1.$ lt.M1 lt. bottles and $< lt. jars. In terms of visibility our product is having

a good space and is well being displayed. )s this area lays in high class

society so the preference of customers are on natural drinking water rather

than packaged drinking water. hat is why catch and 6imalayan are having a

good hold in this area. 4or the sales promotion 6imalayan ?*s.122 per case,

#.*.3. 17A and &atch ?*s. 1:< per case, #.*.3. $


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In this area 28 retail outlets were visited and all the inferences are drawn on

the survey based on them. he market share of water in this market is that

isleri is having a share of /2F, )@uafina 1$F, Dinley $


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A5# 5odhi &olony, 0efence &olony, #.#.#arket.

S#s#4 #r. 5a>mi "arain.

S#s S'>5$+s75 #r. (ijay 3andey.

his area is having @uality conscious customers, therefore customer

orientation is not only price but the major emphasis is on @uality. n having

a view on customerCs segmentation, this area belongs to royal class home

users. In this market isleri is getting a tough competition from )@uafina

and Dinley. &atch 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. Dinley

and )@uafina are given e@ual weightage to isleri. he basic demand in this

region is of 7 lt. and $< lt. jars because this is a residential area and a regular

demand of these jars are more visible. )s in this SD' ?7lt. and $< lt. jarsA

isleri is facing less competition.

In this area 81 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 ?Dinley,

)@uafina etc.A. his area re@uires 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. ecause

of the schemes given by the )@uafina and Dinley they recently ac@uired a

good market. )@uafina and Dinley launched their schemes of 1 case free

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with every two and isleri is still giving their old schemes of 1 case free

with every 2 cases. hus this area re@uires newer schemes and much more

advertisement.

)ccording to the survey, the market shares of isleri is /:F, )@uafina $$F,

Dinley $2F, &atch :F, 6imalayan $F, 3aras $F and others 2F. hese

results are very well shown by the graph as under

8:


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A5# (asant Dunj, (asant (ihar.

S#s#4 #r. #ohanjeet.

S#s S'>5$+s75 #r. Daushal

his area is key market of packaged drinking water. his area is a mi> of

residential H commercial area. In this area /2 retail outlets were visited and

according to the survey, the particular inference has been drawn that all

types of SD's have a good market. 7lt. ar and $< lt. ar have a very wide

market in (asant Dunj area, as it is densely populated residential area.

1lt.M1.$ lt. )nd 7


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increase their availability of their product, isleri inside the cinema hall and

should give more margins to increase their sales.

In this area the market share of packaged drinking water is isleri 2:F,

)@uafina $2F, Dinley $$F, 3aras $F, others 2F. his is also shown by the

underneath graph

48%

24%

22%2% 4%

Bisleri Aquafina Kinley !aras "thers

9


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CONSUMERS SUR/EY

his survey was done randomly in whole 0elhi. he sample siBe taken in

this survey was 7< persons ?consumers or non-consumersA. here brand

awareness and there preference was also analyBed. 4or the collection of this

primary data, @uestionnaire was the medium used to get all the information

for finding out the market share of this product and its competitors. he

analysis done shows that the general preference of the consumer is generally

isleri and then Dinley. op of the brand awareness position is taken by

isleri as it is also used synonymous of packaged drinking water by the

customers. he analysis and interpretation done on this @uestionnaire is

shown hereby.

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= 1.A In which packaged drinking water by which brands you are well aware

ofQ

his shows op f he #ind )wareness ?#)A

)s per the survey of 7< customers findings are as follows

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50%

22%

14%

&%

&%2% 2%

2%

Bisleri Kinley Aquafina Nestle Kin#fisher $ath &imalayan 'an#a

=

$.A hich brand will you prefer most for packaged drinking waterQ

aA isleri bA Dinley

cA )@uafina dA )ny other ?RRRRRRRA

he brand preference of the consumers is as follows

7


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7


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:F

/2F

2


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$:F

/$F

$2F

18F6ighways

!eneral stores

&inema halls

*ailway H busstations

$:F says they buy packaged drinking water from 6ighways.

/$F says they buy packaged drinking water from !eneral stores.

$2F says they buy packaged drinking water from cinema halls.

18F says they buy packaged drinking water from railway and bus

stations.

his also illustrated by the following chart

Error *eference source not found

= 8.A hat do you think is the most essential thing for packaged drinking

waterQ

3urity H =uality 3urity Seal H packaging rand name )vailability

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? A ? A ? A ? A ? A

3urity H =uality is the essential thing on which the sale of the water

depends most. hus $:F customers prefer packaged water because

this feature.

3rice is least considered feature which the customer is least bother

about. 2F of the customers emphasiBe more on price.

Seal H 3ackaging is also an important thing which customers prefer

for. $$F people think it to be the essential thing in packaged drinking

water.

rand name is also given the e@ual weightage as seal and packaging.

$$F customers go on rand name for the purchase of packaged

drinking water.

$2F 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.

9:


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his data is also represented by this graph

= 9.A hich factor can change your brand preferenceQ

=uality =uantity 3rice )vailability

? A ? A ? A ? A

&ustomer changes their preference because of some reasons and according

to survey the factors which can change brand preference are

/:F can change their preference if they donCt get the e>pected @ualitylevel.

$


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/:F

$


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y the customers viewpoint company can increase their availability by

increasing their market in these areas.

/:F says that increase in availability can be increased by creating

new markets in hospitals.

2


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/:F

2


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'es( )*%

+o( $2%

= 1


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aA +es bA "o.

:2


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Ys

62@

N7

3J@+es

"o

8$F people say that they have heard abut the free home delivery

offered by the isleri.

/:F people says that they are unaware of the free home delivery

scheme

his is shown by the given graph

E

rror *eference source not found

?iiA 6ow do you find our free home delivery serviceQ

aA 4ine bA !ood

cA (.!ood dA "o comments

7


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12F customers say that the service provided is (.!ood.

/


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78F says that price is not justified.

his analysis can be interpreted by this chart

he persons surveyed saying that price justification is not right gives the

reason that J*s.1< is fine and comfortable for a customer to buy a water

bottleK.

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= 1$.A hat would you like to suggest for the betterment of our companyQ

+our Suggestions

he persons taken into consideration and being surveyed gave some

valuable suggestions, which can help the company to increase their sale.

::


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hey suggested that

hey should have a check on their seal in 1 lt.M1.$ lt. and 7


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INSTITUTIONAL SUR/EY

he &arol agh region of 0elhi region was taken as the sampling unit and

the sample siBe was 8; hotels. he survey was conducted so as to identify

the buyers and non-buyers of isleri and to analyBe the consumption pattern

of the various SD's. he survey also gave the feedback regarding the

complaints and margins given by the company. y this analysis we were

able to interpret the buyers of their competitors and their marketing

strategies. he promotional activities of )@uafina, Dinley and other

competitors were analyBed.

wo major analyses were done on the data collected i.e. market share of the

buyers and non-buyers and the market share of isleri and other

competitors. his analysis gave the interpretation that

In the region surveyed, there were 2/ hotels that were the buyer i.e.

8$F buyers of isleri and $8 hotels were non-buyers i.e. /:F were

non-buyers of isleri. he non-buyers in this region are not

purchasing the isleri because of the bad publicity done by thenewspaper 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.

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he buying behavior of the consumers is also studied and is further shown

by the chart given as under

)2%

$*%

,%

2,%

&,%

),%

*,%

-uyers

+on -uyers

Buyers Non Buyers

he market share of isleri and other competitors was also studied and the

following inferences were made that the only isleri consumers are /2F of

the total market. Else the market share is stated as under

• isleri is having 71F of market share.

• Dinley is having $$F of market share.

• )@uafina is having 1:F of market share.

• Dingfisher is having ;F of the market share.

;1


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71F

;F

1:F$$F

0@

10@

20@

30@

0@

90@

60@

B+s5+ K+4* A'#=+4# K+4


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y this we interpreted that isleri is still market leader in this segment and

having a good lead over its competitor in this particular region.

;/


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%INDINGS

0uring our training whatever we have learned we have tried to present in the

report although it is just e@uivalent 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

3roduct available at most of the retail outlets, hotels in &arol

agh.

#any retailers complain regarding the margin on the product

especially $ lt. bottles and $< lt. jar.

isleri 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.

isleri takes the highest position in op of the mind awareness

while doing consumers survey.

isleri is the market leader and having neck to neck

competition with Dinley.

;2


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this business most of the customers give preference to delivering service and

availability on time.

)ccording to 0eepak olly, e>ecutive vice president, corporate

communications, 3epsi 4oods 5td. J)@uafina will be helped by 3epsiCs

network. #oreover, )@uafina will be served absolutely chilled.C hat 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.

ith the big players, who have the support of the financial muscle and a

large consumer base in other categories with them, like 3epsi, ritannia,

"estle and &oca-&ola the battle is the tougher arena of brand building. )ll

the multinationals are looking at high-octane advertising targeting specific

consumer segments. Sensing troubled waters ahead, isleri is busy working

in strategy to soak up the competition and protect his water kingdom. y the

strategies followed by the isleri has become a synonym of packaged

drinking water.

y the institutional ?hotelA survey, dealers survey and the consumers survey

we got many conclusions and found out the market share of the brands

involved in this industry. )ccording to it B+s5+ is the market leader having

the market share of 22F, Dinley is its nearest competitor having its market

share of /1F, )@uafina 17F and other brands are covering 1


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)s this water industry is going up with a very high pace so company should

develop some new strategies and should always look on competitorCs

strategies.

;9


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RECOMMENDATIONS

)dvertisement to build the brand image that will provide the re@uired

ground to establish the authenticity to the product.

)wareness programs at health clubs, schools, cinema halls H nursing

homes and in front of business comple>.

o win over the consumer belief and faith over the genuinity the

product.

0isplay 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. 3lace like departmental stores, petrol pumps and

super baBaars can also be considered.

he company should organiBe camps at various part of the city. )lso

road shows to bring about the difference between packaged drinking

water and filterM purified water and to tell the people how packaged

drinking water is more hygienic than filtered waterMpurified water.

o 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.

;:


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

here is large market of packaged drinking water and company should

look after the production unit and maintained production level in

accordance with the market re@uirement.

here are some institutional consumers, which have large

consumption for them company should have some promotional

schemes. hey should provide them free dispensers.

isleri should have a @uality check over their 5#!-##* seal in

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LIST O% TE OTELS WILE DOING INSTITUTIONAL SUR/EY

OTELS STATUS BRANDS

CONSUMPTIO

N

1 6otel 3arkview uyer nly isleri $


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/8 6otel elcome 3laBa "on buyer Dinley /< &ases

/9 6otel hite 6ouse "on buyer Dinley,)@uafina 9-: &ases

/: 6otel Dama uyer Dingfisher,isleri $< &ases

/; 6otel *upam "on buyer

2< 6otel 3awan 3laBa uyer isleri,)@uafinaand Dinley $< &ases21 he Suncourt 6otel +atri uyer nly isleri 17-$< &ases

2$ 6otel Singh 3alace uyer isleri 17< jars of $< ltr

2/ 6otel Singh &ontinental uyer isleri 17< jars of $< ltr

22 6otel Sunstar 6eritage uyer Sister &oncern of Suncourt6otel +atri

27 6otel #I! uyer )ll rand

28 6otel 0e &ontinental uyer isleri,Dinley $< &ases

29 6otel 5e 6eritage "on buyer )@uafina,Dinley

2: 6otel Swati 0elu> uyer isleri /< &ases

2; 6otel Elegant "on buyer )@uafina $< &ases

7< 6otel EliBa &ontinental "on buyer Dingfisher 2


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LIMITATIONS

hile doing survey I found some limitations. he limitations I faced are

given as under

here was time constraint for the study work given to me while

doing all the survey I did in this project work. hile doing dealers

survey, institutional survey and consumers survey I got the limited

time period for there completion.

he area considered for this survey was taken randomly. So, the

area taken for this study was limited. 4or the dealersC survey and

consumer survey the area was chosen randomly and for institutional survey the area was limited to the hotel region of

&arol agh only.

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

the survey may give the biased results.

• he sample siBe taken for each of the survey in this project was very less and

limited.

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BIBLIOGRAPY

1. Dotler 3hilip, #arketng #anagement, "ew 0elhi.

3rentiee-6all f India 3rivate 5imited, $


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FUESTIONNAIRE

= 1.A In which packaged drinking water by which brands you are well aware

ofQ

aA RRRRRRRRRR.

bA RRRRRRRRRR.

cA RRRRRRRRRR.

dA RRRRRRRRRR.

= $.A hich brand will you prefer most for packaged drinking waterQ

aA isleri bA Dinley

cA )@uafina dA )ny other?RRRRRRRA

= /.A hich pack siBe do you generally consumeQ

aA 7


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= 7.A 4rom where do you generally buy packaged drinking waterQ

aA 6ighways bA !eneral stores

cA &inema halls dA *ail H bus stations

eA )ny other ?RRRRRRRRRRA

= 8.A hat do you think is the most essential thing for packaged drinking

waterQ

3urity H =uality 3urity Seal H packaging rand name )vailability

? A ? A ? A ? A ? A

= 9.A hich factor can change your brand preferenceQ

=uality =uantity 3rice )vailability

? A ? A ? A ? A

= :.A 6ow can we increase the availability of our product, isleri in the

marketQ

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aA 6ospitals. bA Schools H &olleges

cA Street 6awkers dA )ny other ?RRRRRRRRA

= ;.A 0o you use $< lt. ar of packaged drinking waterQ

aA +es bA "o

= 1


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RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR.

")#E RRRRRRRRRRRRRR.

)00*ESS RRRRRRRRRRRRRRR

RRRRRRRRRRRRRRR

1


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1


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11


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S#s O5


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11$


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Bisleri Consumer Behaviour

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Transcript of Bisleri Consumer Behaviour