bisleri final.docx

8/10/2019 bisleri final.docx

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A

PROJECT REPORT

ONSTUDY OF BRAND AWARENESS AND PRODUCT

ACCEPTABILITY AMONGST THE SOCIETY

CONSUMERS IN GHAZIABAD REGION

Partial fulfillment of the Requirements for the Award of

Post Graduate Diploma in Management

(Recognized by AICTE, Ministry of HRD, Govt. of India)

BY

Bisleri International pvt. Ltd.

PRADIP KHATUA

Roll No.PG-13-019

(2013-2015)

Faculty Guidance Corporate Guidance

Prof. Dr. Aakanksha Uppal Mr. Syed Farid Ali

Asst. Professor, Assistant Manager (Sales)

INMANTEC Business School Bisleri International Pvt. Ltd.

INTEGRATED ACADEMY OF MANAGEMENT AND TECHNOLOGYGhaziabad

Date: 08-07-2014


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ACKNOWLEDGEMENT


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ACKNOWLEDGEMENT

If a man waited for the time

When he could do things best

He would have done nothing

Written words have an unfortunate tendency to reduce genuine gratitude into

silted formality. However we feel that this is the only way to record ones

gratitude.

When all work is done, it is a pleasant job to thank all those who were at every

instant supervising us and ensuring the completion of the decoded work.

Any project report is not outcome of alone person. It is teamwork and I take this

opportunity to thanks all those persons who have continuously guided me. I

wish to express my deep gratitude to Mr. Syed Farid Ali (corporate

guide),Mr. Anil Dhankhar sir(Marketing Officer of Bisleri),Mr.Manoj

Yadav(Marketing Executive of Bisleri) and Dr.Aakanksha Uppal (Faculty

guide)who helped me in different ways at the time of my Summer Training

Project Report.

I take this opportunity to express my deep gratitude to MR SANJEEV

SINGH (HR OF BISLERI) for their invaluable guidance inspiration and

offCourse moral support through my project session.

I express my profound sense of gratitude to my HOD Dr. Rishi Taparia and

Pooja Yadav who provided me such type of opportunities for getting interacted

to all the practical aspects of the marketing in such type of big Organization.I

am also thankful to all the faculty members of INMANTEC Business School for

their co-operation.

Finally, I am indebted to my parents and my family members who extended to

help me in every aspect

PRADIP KHATUA

INMANTEC BUSINESS SCHOOL


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Table of content

1. Introduction. 05

1.1. Purpose of the Study .. 08

1.2. Industry Overview. 10

1.2.1. A ..

1.2.2. B .

1.2.3. C .

1.2.4. D .

2. Literature Review

2.1.

2.2.

3. Research Objectives and Hypotheses 23

4. Research Methodology25

4.1. Research Design.26

4.2. Data Requirements.28

4.3. Data Collection Method and Instrument..30

4.4. Sampling and Sample Size32

4.5. Data Analysis Techniques.34

5. Data Analysis and Interpretation35

6. Findings of the Study53

7. Recommendations56

8. Conclusions60

References63

Annexure..66

Annexure A


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1. Introduction


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INTRODUCTION

Water is the most important necessity for life. The drinking-water needs for

individuals vary depending on the climate, physical activity and the

body culture. But for average consumers it is estimated to be about two to four

litres per day. The growing number of cases of water borne diseases,

increasing water pollution, increasing urbanization, increasing scarcity of pure

and safe water etc. has made the bottled water business just like other

consumer items. Scarcity of potable and wholesome water at railway stations,

tourists spots, and role of tourism corp. etc. has also added to the growth.

Almost all the major international and national brands water bottles are

available in Indian market right from the malls to railway stations, bus

stations, grocery stores and even at panwala's shop. Before few years bottle

water. Was considered as the rich people's choice, but now it is penetrated

even in rural areas. The growth and status of Indian Bottled Industry in

comparison with Western or Asian market, India is far behind in terms

of quantum, infrastructure, professionalism and standards implementation. The

per capita consumption of mineral water in India is a mere 0.5-liter compared

to 111 litres in Europe and 45-liter in USA. Also As per UN study conducted

in 122 countries, in connection with water quality, India's number was dismal

120. In comparison to global standards India's bottled water segment is largely

unregulated.

Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17,

2010 to be aware of water conservation techniques to avoid grave water crisis

in future."It is so sad that today, people are forced to buy water in plastic

bottles. I am told that bottled water industry is worth nearly 10000 crore

rupees and even big companies like the Coke and Pepsi are involved in this

bottling of water and making money. So, it is imperative that we ought to save


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water," he added. Do not be surprise if today's bottles water industry becomes

next Oil industry by 2025.


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1.1. Purpose of the Study


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PURPOSE OF THE STUDY

Bisleri is the top water bottle manufacturer and dealers in India. The aim is tostudy the product and its awareness in the general public and among the existing

customer. making this studying we can find out the level of customer value and

satisfaction they are providing and also the area where they are lagging in the

field of promotional activities.

1) This report is useful for the researchers who are willing to do research on

the Mineral water Industry.

2) The study helps to obtain suggestions for improvement of product and

service and also helps for finding out satisfaction level of customers

towards Bisleri 20 ltr jar.

3) It helps current senario the brand awareness and field promotional

activities of Bisleri.

4)This report shows the problems associated with the Mineral waterindustry in the market as it helps in removing these problems.

5) This report can be useful as a secondary data for Mineral water industry.

6) To understand the effectiveness of Promotional strategies adopted

by Bisleri.


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1.2. Industry Overview


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INDUSTRY OVERVIEW

About the waverage Industry

Corporate control over water and water distribution in India is growing rapidly:

the packaged water business is worth Rs 1,000 crore, and it's growing at a huge

40-50% annually. Around 1,200 bottling plants and 100 brands of packaged

water across the country are battling over the market, overdrawing groundwater,

and robbing local communities of their water resources and livelihoods Bottled

water, one of India's fastest-growing industries, is a business built on the

foundation of bad governance, inequity and blatant exploitation. Hard to

believe, but the evidence is becoming clearer. According to UNDP estimates,

around 1.2 billion people worldwide lack access to clean drinking water. Today,

there are more people in the world's hospitals suffering from waterborne

diseases than any other ailment. Some 6,000 children die of such diseases every

day. Providing safe drinking water is the responsibility of the state. That they

are failing miserably is evident from the fact that over 1,600 Indians reportedly

die every day because of waterborne diseases. Despite these astounding figures,

the Indian state has literally washed its hands of the responsibility of providing

clean drinking water to its citizens. When one in six people globally lives

without access to clean drinking water, does the answer lie in high-tech water

purifiers and bottled water that's out of reach for a majority of the Indian

population?

Multinational corporations would have us believe so. And the reason is not hard

to find: along with imported water treatment technology like activated carbon

and ultra violet (UV) disinfection (Aquaguard), reverse osmosis (Reviva) and

resins (Zero-B), the water treatment market is estimated to be worth around Rs

700 crore. The bottled water industry is estimated to be a whopping Rs 1,000


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crore business. Ithas grown at a rate of 40-50% annually over the past four years

or so. According to the Bureau of Indian Standards, there are 1,200 bottled

water factories all over India (of which 600 are in the state of Tamil Nadu).

Company Profile

ABOUT THE COMPANY

Since 1960s no one would think that water will sell. Every one is not a

visionary Mr SIGNORE FELICE BISLERIwas a visionary of Bisleri.

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass

bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of

Italian origin. This company was started by Signor Felice Bisleri who first

brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water

in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC

non-returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations

substantially and the turn over has multiplied more than 20 times over a period

of 10 years and the average growth rate has been around 40% over this period.

Presently we have 8 plants & 11 franchisees all over India. We have our

presence covering the entire span of India. In our future ventures we look to put

up four more plants in 06-07. We command a 60% market share of the

organized market. Overwhelming popularity of 'Bisleri' & the fact that we

pioneered bottled water in India, has made us synonymous to Mineral water & a

household name. When you think of bottled water, you think Bisleri.


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We at Bisleri value our customers & therefore have developed 8 unique pack

sizes to suit the need of every individual. We are present in 250ml cups, 250ml

bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L

which are the returnable packs. Till date the Indian consumer has been offered

Bisleri water, however in our effort to bring to you something refreshingly new,

we have introduced Bisleri Natural Mountain Water - water brought to you from

the foothills of the mountains situated in Himachal Pradesh. Hence our product

range now comprises of two variants : Bisleri with added minerals & Bisleri

Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri

Water is put through multiple stages of purification, ozonised & finally packed

for consumption. . Rigorous R&D & stringent quality controls has made us a

market leader in the bottled water segment. Strict hygiene conditions are

maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases

performs & caps only from approved vendors. We produce our own bottles in-

house. We have recently procured the latest world class state of the art

machineries that puts us at par with International standards. This has not only

helped us improve packaging quality but has also reduced raw material wastage

& doubled production capacity. You can be rest assured that you are drinking

safe & pure water when you consume Bisleri. Bisleri is free of impurities &

100% safe. Enjoy the Sweet taste of Purity

Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has

undergone significant expansion in their operations. The company has

witnessed an exponential growth with their turnover multiplying more than


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twenty times in a short span of 10 years. The average growth rate over this

period has been around 40% with Bisleri enjoying more than 60% of the market

share in the organized mineral water segment.

Currently Bisleri has 11 franchisees and 8 plants across India, with plans of

setting up 4 new plants on the anvil. The overwhelming popularity of 'Bisleri'

and the fact that it was the pioneer of the bottled water industry in India has

made it synonymous to Mineral water and a household name. So naturally

'When you think of bottled water, you think Bisleri'.

Rigorous Research and Development and stringent quality controls have made it

market leaders in the bottled water segment. Bisleri has always been committed

to offering every Indian pure and clean drinking water. Hence Bisleri water is

put through multiple stages of purification, ozonisation and is hygienically

packed for final consumption.

To maintain strict quality controls in every unit, Bisleri not only purchase caps

from approved vendors, but also manufacture own bottles, in-house. To be at

par with International standards, they have recently procured the latest state-of-

the-art machinery which has not only helped them improve packaging quality

but has also reduced raw material wastage and doubled production capacity.

One can rest assured that they are drinking safe and pure water when they

consume Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet

taste of Purity!

Company Background


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In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first

brought the idea of selling bottled water in India. It started a company called

Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought

over the brand. In those days, Bisleri packaged drinking water was available in

glass bottles.

Being a returnable package owing to various other problems such as breakage

and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl

Chloride) bottles. After this plastic packaging was introduced, things started to

change, and sales increased rapidly.

The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off

the Parle stable of brands, including Thumps Up, Limca and Gold Spot.

Recognising the potential of the packaged drinking water market, he then went

on to concentrate on making Bisleri a top selling brand in India.

The Present

It was around the year 1995, when Parle Exports took charge of the brandoperations and the business took off in the market. With factories across India

and a strong distribution network, Bisleri established itself as a force to reckon

with in the domestic packaged drinking water market.

Earlier the packaged drinking water market consisted of five star hotels, tourists

and foreigners. As a marketing strategy, a conscious decision was taken by the

company that only 40% of the sales should come from these outlets and 60%from general market, i.e. paanwallas, street shops, general stores and even non-

tourists.

This brought about a sea change in the perception in the consumer's mind about

consumption of Bisleri. Earlier, drinking bottled water was considered to be

more of a status symbol. That thinking has slowly changed to the point where

today, not drinking Bisleri is considered as being behind the times. Such has


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been the presence and penetration of the Bisleri brand in the bottled water

segment.

About few years ago, in 1998, a strategy was adopted to concentrate

aggressively on the home market. The habit of boiling water or using electronic

gadgets was not adequate, since the source of water itself was unreliable.

Future Plans

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

naturally people associate the brand with bottled water. Now Bisleri is perhaps

already ten steps ahead of its competitors and will endeavor to widen its gap in

the times to come.

Bisleri's brand positioning stresses on pure, clean and safe drinking water.

Some of the future plans to maintain the top spot that Bisleri commands in the

Indian market are:

New pack sizes in bottles and cups

Increase the distribution network with an investment of over 200

crores

Strengthen presence in traditionally weak areas by setting up 12 new

bottling facilities at a cost of Rs. 150 crores.

While the controversy over European standards is going on in India, Bisleri, the

acknowledged Indian market leader, is now set to sell still and sparkling waters

in Europe and America.

Bisleri is confident of entering the European market and has been tested by the

Central Food & Technology Research Institute (CFTRI), Mysore. The CFTRI-

tested Bisleri water using European standards and found 'not detected' for all

pesticides specified.


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This European launch will silence critics who had raised issues concerning

Bisleri's water quality, a company press release said. The company stands proud

by its high international quality and has the confidence to take the European

market by storm.

Says Parle Bisleri chairman Ramesh Chauhan: "The fact that we have reached

out to international markets is an acknowledgement of our quality and our

penchant for safety and purity."

It has developed 8 unique pack sizes to suit the need of every individual. It is

present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the

non-returnable packs & 5L, 20L which are the returnable packs. Till date the

Indian consumer has been offered Bisleri water, however in its effort to bring

something refreshingly new, it has introduced Bisleri Natural Mountain Water -

water brought from the foothills of the mountains situated in Himachal Pradesh.

Hence its product range now comprises of two variants: Bisleri with added

minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonised & finally

packed for consumption. . Rigorous R&D & stringent quality controls has made

it the market leader in the bottled water segment. Strict hygiene conditions are

maintained in all plants.

In its endeavor to maintain strict quality controls each unit purchases performs

& caps only from approved vendors. It produces its own bottles in-house. It has

recently procured the latest world class state of the art machineries that put it at

par with International standards. This has not only helped it improve packaging

quality but has also reduced raw material wastage & doubled productioncapacity.


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The company that recently launched its premium brand with medical values

Vedica, is expecting a 50 per cent growth in sales from this brand.

Promoters

Parle was established in 1929 as a confectionery manufacturing unit by late Shri

Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri Jayanti

Lal Chauhan, a MIT and MBA Graduate from University of Boston, USA, took

over the helm of the Group. It was due to his foresightedness the group bought

Italian Mineral Water CompanyBisleri in 1969 that has grown to become the

Leading Brand BISLERI in Indian market. Presently BISLERI enjoys number

one position in the water market.

The Group also was a pioneer in Indian market for introducing aerated drinks

like Thumps up, Limca, Citra and Gold Spot. These products were later sold to

MNCs in 1993. Presently the focus of organization is on packaged and mineral

water marketed under the brand name Bisleri.

Bisleri International Pvt. Limited (BIPL) has the history of being the undisputed

leader with constant growth and development in an ever-changing environment.Bisleri International Pvt. Ltd is 40 years old. It has presently 8 own

manufacturing units, 11 franchisee and 32 contract packing facilities across

India. We will be expanding the business to reach far & wide. Our plants are

now equipped with sophisticated machinery & state of the art technology.


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Price and various pack size of Bisleri

Bisleri believes in value marketing. It is exactly opposite of what other brands

stands for. Other brands are pushing volume by sacrificing value. Bisleri is

sacrificing volume for value. . However the company after three years in the

market has come down to mass marketing. Now it is targeting all the segments

in the market. It is even concentrating on the rural areas now.

Price of its various pack size are as follows:-

Packsize no.of bottles Retailers price (Rs.) MRP(per bottle)

250 ml 24 115 Rs.6

250 glass 24 80 Rs.4500 ml 20 140 Rs.10

1 ltr. 12 115 Rs.15

1.5 ltr. 12 160 Rs.20

2 ltr. 9 160 Rs.25

5 ltr. 1 35 Rs.40

10 ltr. 1 43 Rs.50

20 ltr. 1 60 Rs.70

Soda 24 260 Rs.15

Mountain 12 130 Rs.20

Vedica 12 140 Rs.25


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BISLERI 20 LITRE JAR

Prevention is the best cure, switch to Bisleri today

Treat your family to pure Bisleri, in economical, tamper-proof 20Lpacks:

Insist on using Bisleri with the 'specially-developed faucet'. The new faucet

ensures that Bisleri is dispensed directly from the jar, leaving no chance forcontamination. Also avoid using hot and cold machines or any dispensers, since

they could be a source of contamination.

Max Retail Price: Rs. 70/-Deposit Rs. 150/- (refundable)

Stand : Rs. 60/-Faucet : Rs. 15/-


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Bisleris Vision

Its vision is to be the dominant player in the branded water business where the

second player is less than 20% of its business.

Bisleris Mission

It is in the business to serve the customer. He is the most important person. He

is the only one who pays. He deserves the best quality and presentation at a

worth of the price. It must have world class quality, at the lowest production &

distribution cost. This will make it an unbeatable leader, and will have satisfiedloyal customers.

Bisleris values

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and Openness

& Transparency.

The Journey till Now

1969:Buys Bisleri bottled water from an Italian company, Felice Bisleri.

Early-1980s:Shifts to PVC bottles from glass bottles used in 1969 and sales

urge.


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Mid-1980s:Switches to PET bottles, which meant more transparency and life

for water.

1993:Sells carbonated drink brands like Thums Up, Gold Spot and Limca toCoca-Cola for Rs.400 crore.

1995:Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.

1998:Introduces a tamper-proof and tamper-evident seal.

2000:Introduces the 20-litre container to bring prices down from Rs 10 a litre

to Rs 2 a litre.

2000:BIS cancels Bisleri's license of water bottling in Delhi since some of the

bottles did not carry ISI label; the license is restored one-and-a-half months

later.

2002:Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG

show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.

2003:Bisleri says it plans to venture out into Europe and America to sell bottled

water.:

2006:Launch of Natural Mineral Water to increase the product portfolio.

2007:Introduced 250ml attractive bottles.

2008-2010: May introduce energy drinks and flavored water.


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3. Research Objectives and

Hypotheses


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OBJECTIVE1. Ascertain the awareness level of BISLERI and its distinct image

towards 20 litter jar.

2. To find out how does BISLERI fair in the Awareness and recall level

as compared to the major competitor.

3. To find out the preference level of respondents regarding Bisleri

Brand of 20 litter jar.

4. To understand and realize the needs and wants of consumers and

how to fulfill them.

5. To study the satisfaction and to understand the current market

scenario.


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4. Research Methodology


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RESEARCH METHODOLOGY

Research is simply define as a search for facts. It is an investigation of any

organization. So Marketing research as the systematic design, collection of data

and findings relevant to specific marketing situation facing the company.

Research comprises defining and redefining the problems , formulating

hypothesis or suggested solutions, collecting , organizations and evaluating

data, making deductions and reaching conclusion and at last carefully testing the

conclusions whether they fit the formulating hypothesis.

Research methodology is a procedure designed to the extent to which it is

planned and evaluated before conducting the inquiry and the extent to which the

method for making decisions is evaluated before conducting the inquiry and the

extent to which the method for making decisions is evaluated. The research

methodology if scientifically developed enables the research to establish with

high degree of confidence, cause and effect relationship between the research

between the research activities and observed outcomes.


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MARKET RESEARCH PROCESS-

Step-1 Define the problem and research objective

Step-2 Collect the information

Step-3 Analyze the information

Step-4 Present the finding

Step-5 Make the decision.


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RESEARCH DESIGN

A research design is the overall plan on programme of research. It includes an

outline of what the investigator will do from writing the hypothesis and their

operational implications to the final analysis of data Market research projects

are designed as either (exploratory research or conclusive research) depending

upon the objective of study.

The objective of the exploratory research is to seek new ideas and to discover

new relationship between different set factors in a way that will permit of

specific hypothesis.

To find out there hypothesis, study of secondary sources of information, survey

of knowledge persons on case studies are conducted.

Conclusive research provides information which helps in decision making; such

research requires identifying cause and effecting relationships. This can be done

by case study and experimentation.

The present marketing research is more less an exploratory research as its

objectives are aimed to find new ideas

also the information required was obtained through methods of exploratory

research. The information has been gathered from the

survey of water (Bisleri) consumers, retailers, confectionary shops.

Overall the research which was used as a prototype for his market

Research analysis is:-

Define research problem.

Review concepts and theories.

Formulate hypothesis.

Design research.

Collection of data.

Analysis of data


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DESCRIPTIVE RESEARCH STUDY

This is a conclusive type of research, it is used where hypothesis testing

is to be made or alternative choice is to be done or where the description

of situation has to be made. In this type of research study the researcher

must able to define clearly, what he wants to measure and must find

adequate methods measuring it along with the clear cut definition of

population he wants to study. Since the aim of study is to obtain complete

and accurate information, the procedure must be carefully planned.

REQUIREMENT OF DATA

Two types of data have been collected for analysis.

PRIMARY DATA

It has been collected with the helps of structured non-disguised questionnaire

which were personally administered to respondent. Both closed and open ended

questions were used to get the designed information. Questionnaires were

designed for both consumers and retailers. Important scales and ranking

methods were used for collecting the primary data.

SECONDARY DATA

It has been collected with the help of Internet and oral discussion.


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Data Collection Method and Instrument

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. In this research the research design was as follows:-

1) Time available for the research is everyday of the week.

2) The means of obtaining the information is through :

Primary data like questionnaire

Secondary data like magazines, net and Pamphlets etc.


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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

Primary data are measurements observed and recorded as part of an original

study, when the data required for a particular study can be found neither in the

internal records of the enterprise, nor in published sources, it may become

necessary to collect original data, i.e. to conduct first band investigation. The

work of collecting original data is usually limited by time, money and

manpower available for the study. When the data to be collected are very large

in volume, it is possible to draw reasonably accurate conclusions from the study

of a small portion of the group called sample.


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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 most vital information for making my

analysis of the prevailing purchasing behavior of the consumers.

The actual procedures used in collecting data are essentially the same whether

all the items are to be included or only some items are considered.

There are basically two methods of obtaining primary data, namely:

o Questionnaire

o Observation

Questioning, as the name suggests, is distinguished by the fact that data are

collected by asking questions from people who are through to have the desired.

Questions may be asked in person, or writing. A formal list of such questions is

called a questionnaire.

When data are collected by observation, the investigator asks no questions,

instead, he observe the objects or actions in which he is interested. Sometime

individuals make the observations, on other occasions; mechanical devices

observe and record the desired information.

B. Designing the questionnaire

The success of the questionnaire method of collecting information depends

largely on the proper designing of the questionnaire. Designing questionnaire is


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a highly specialized job and requires a great deal of skill and experience. It is

difficult to lay hard and fast rules to be followed in this connection. Although

much progress has been made, the designing of questionnaires is still very much

an art.

This method of data collection is quite popular, particularly incase of big

inquiries. It is being adopted private researchers, and workers, and private and

public organizations and even government. In this method a questionnaire is

sent (usually by post) to the persons concerned with a request to answer the

question and return 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.

INTERNAL SOURSES-

Internal data refer to the measurements that are the by-products of routine

business record keeping like accounting, finance, production, personnel, quality

control, sales, R & D etc.

Since the internal data originate within the business, collecting the desired

information does not usually offer much difficulty. The particular procedure

depends largely upon the nature of facts being collected and the form in which


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they exist. The problem of collection is primarily that of having the proper

record made at the time the information is secured. The information wanted is

frequently to be found in more than one department of the business, which

increases the difficulty of getting just the information one wants.

Company profit-loss statement

Balance sheet

Sales figure, Sales-call report

Invoice, Inventory records

Research reports.

B. GOVERNMENT PUBLICATIONS

Marketing information guide

Country and city data book

Industrial outlook

Statistical abstract of the United State

C. PERIODICALS AND BOOKS

Business periodicals index

Marketing journals

Trade magazines include Advertising Age, Sales & marketing

management.

Business magazines include Business week, Fortune, Forbes, The

Economis


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SAMPLING

The sampling is the study or research conducted on either a small part of

population or other things (Area, Product) which has to be surveyed.

A brief idea about sampling for this research consisting of its different

parameters like

SAMPLING PROCEDURE- how should the respondents be chosen.

SAMPLE DESIGN

It is definite plan for obtaining a sample from a population dealing with 20 litterjar. The type of sampling used is random sampling used is random sampling

design (RSI). The respondent in the sample include consumers and retailers.

The sample design which has been use in this project report is Convenience

sampling and descriptive in nature.

SAMPLING UNIT :

I mainly focus the society consumer after getting the permission from

maintain manager of the different society. Mostly where the people are

more health consus and using RO or take 20 litter jar of Local Brand.

SAMPLING AREA

Here GHAZIABAD region has been taken as a geographical unit and

society consumer as an individual unit.

SIZE OF SAMPLE:

The survey was conducted of 150 consumer.

SAMPLING PROCEDURE

I held the canopy in the society there i filled up the questionneaire and taking

feedback towards 20 litter jar of bisleri brand.


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5. Data Analysis and

Interpretation

.


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BRAND AWARENESS OF BISLERI 20 LITRE JAR AMONG THE CONSUMER

BRAND AWARENESS OF BISLERI 20ltr. JAR AMONG THE CONSUMER

Frequency Percent Valid Percent

Cumulative

Percent

Valid Aware 84 56.0 56.0 56.0

Not Aware 66 44.0 44.0 100.0

Total 150 100.0 100.0

Figure:- Showing the brand awareness of BISLERI among the customers.

INTREPRETATION:-From the above table we can interpret that only 84

respondent out of 150 (i.e. 56%) are aware and rest 66 respondents (i.e.44%) are

not aware of the brand BISLERI in 20ltr. Jar segment in the Ghaziabad Region

among Society Consumer.


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SLOGAN OF BISLERI KNOWN BY THE PEOPLE

SLOGAN OF BISLERI KNOWN BY THE PEOPLE


Cumulative

Percent

Valid Yes 107 71.3 71.3 71.3

Cant Remember 32 21.3 21.3 92.7

No 11 7.3 7.3 100.0

Total 150 100.0 100.0

Figure:-Showing the Slogan of BISLERI Known by the people

INTERPRETATION:-From the above table we can see that only 107

respondents (i.e. 71.3%) out of 150 knows the slogan of BISLERI, 32


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respondent (i.e. 21.3%) can not remember the slogan and rest 7.3% does not

know the slogan.

Media influence in deciding the Bisleri Brand

SOURCE OF ADVERTISEMENT WHICH DRAW MOST ATTENTION


Cumulative

Percent

Valid Television 36 24.0 24.0 24.0

Pomp lets & banners 84 56.0 56.0 80.0

News papers 30 20.0 20.0 100.0

Total 150 100.0 100.0

The table show that the number of respondents they know through this media.

INTERPRETATION:-From the above table we can see that only 36

respondents (i.e. 24%) out of 150 knows through Television and 84


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respondents (i.e. 56%) knows through pamplets and banner, also we can

see 30 respondent (i.e. 20%) knows through Newspaper.

USER OF RO

USERS OF RO


Cumulative

Percent

Valid Yes 72 48.0 48.0 48.0

No 78 52.0 52.0 100.0

Total 150 100.0 100.0

Figure:-Showing the usage of RO connection for Drinking water at home.


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INTERPRETATION: - From the above table we can see that out of 150

respondents only 72 respondent (i.e. 48%) used the RO connection and rest 78

(i.e. 52%) does not use the RO connection in the Ghaziabad region.

USER OF 20 LITER JAR OF WATER

USER OF 20LTR. JAR OF WATER


Cumulative

Percent

Valid Yes 84 56.0 56.0 56.0

No 66 44.0 44.0 100.0

Total 150 100.0 100.0

INTERPRETATION


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As per as our survey we found out that 56% consumer are preferred 20 liter jar

for drinking water at home and 44% consumer were not used 20 liter jar for

drinking.those consumer are not preferred 20 liter jar they used RO.

USER OF BISLERI 20 LITER JAR

USER OF BISLERI 20 LTR JAR


Cumulative

Percent

Valid Yes 48 32.0 32.0 32.0

No 102 68.0 68.0 100.0

Total 150 100.0 100.0

Figure:-Showing the user of Bisleri 20liter Jar


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INTERPRETATION

From the above table we can see that out of 150 respondents only 48 (i.e. 32%)consumer were use Bisleri 20 liter Jar and 102 respondent out of

150(i.e.68%)were go for other local 20 liter water. Local water are available at

low price and distribution were also good.

Comparing the brand preference of Bisleri with Others


Cumulative

Percent

Valid Bisleri 55 36.7 36.7 36.7

Kingfisher 9 6.0 6.0 42.7

Kinley 18 12.0 12.0 54.7

Aquafina 9 6.0 6.0 60.7

Others 59 39.3 39.3 100.0

Total 150 100.0 100.0

INTERPRETATION


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Above from the table we can see that most of the consumer As compared to

the premium brands like Aquafina, Kinley, one of the major reason affecting

Bisleri sales is selling of local brands like Deer Park, VOLGA, Aquacool,

Kampbell, Oxygizer, Mount Kailash, Aquafresh, Tulsi water, Shivam,

Kwencher, Jal which are the prominent ones among others.

Number of Time Advertisement seen by People

NUMBER OF TIME ADVERTISEMENT SEEN BY PEOPLE


Cumulative

Percent

Valid Every day 5 3.3 3.3 3.3

In festival season 47 31.3 31.3 34.7

Weekend 18 12.0 12.0 46.7

Not seen 80 53.3 53.3 100.0

Total 150 100.0 100.0


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INTERPRETATION:

As per the retailer survey that was conducted in Ghaziabad Region, 80

respondent out of 150 (i.e 53.3) were not seen the advertisement of Bisleri and

31.3% respondent were seen only festival time.so Bisleris advertisement

activity are so poor.

Analysing Consumer perception towards Bisleri

CONSUMER PERCEPTION ABOUT THE MINERAL WATER COMPANY BISLERI


Cumulative

Percent

Valid An Old Established 94 62.7 62.7 62.7

Affordable 46 30.7 30.7 93.3

Highly Expensive 5 3.3 3.3 96.7

Others 5 3.3 3.3 100.0

Total 150 100.0 100.0


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INTERPRETATION:

From the above table we can see that out of 150 respondents only 94 respondent

(i.e. 62.7%) mentioned that bisleri is an old established brand and 46 respondent(i.e. 30.7%) clarify that Bisleri is affordable.

Influences in deciding to buy BISLERI Brand

FACTOR OF PUCHASING DECISION OF BISLERI MADE BY CONSUMER


Cumulative

Percent

Valid To secure our life with policy 4 2.7 2.7 2.7

Good product and service 51 34.0 34.0 36.7

Well known company 92 61.3 61.3 98.0

Repetitive Advertisement 3 2.0 2.0 100.0

Total 150 100.0 100.0


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INTERPRETATION:

As per the consumer survey that was conducted in Ghaziabad Region, 92

respondent out of 150(i.e. 61.3%) made purchase for well known company and 51

respondent (34%) buy Bisleri for good product and service. according to

respondent most of them are choose Bisleri for brand name and good product &service.

Analysis how many consumer satisfied with the quality of water

SATISFACTION WITH THE QUALITY OF WATER


Cumulative

Percent

Valid Yes 96 64.0 64.0 64.0

No 54 36.0 36.0 100.0

Total 150 100.0 100.0


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INTERPRETATION:

From the above table we can see that out of 150 respondents only 96

respondent (i.e. 64%) satisfied with the quality of water of bisleri and 54

raspondent(i.e. 36%) were not satisfied with the quality of water.

Analysis the rating of promotion of Bisleri given by respondent

RATING OF PROMOTION OF BISLERI GIVEN BY RESPONDENT


Cumulative

Percent

Valid Excellent 36 24.0 24.0 24.0

Good 60 40.0 40.0 64.0

Fair 54 36.0 36.0 100.0

Total 150 100.0 100.0


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INTERPRETATION:

As per the retailer survey that was conducted in Ghaziabad Region, 36

respondent out of 150(24%) were told Excellent,60 respondent(40%) were gave

the rate Good and 36% consumer were told fair. we can see that the promotion

activity of Bisleri are not effective. company should need to take some effectivestep to increase the revenue.

Analysis the after sales service to the consumer provided by Bisleri

AFTER SALES SERVICE PROVIDED BY BISLERI


Cumulative

Percent

Valid Yes 18 12.0 12.0 12.0

No 102 68.0 68.0 80.0

Sometimes 30 20.0 20.0 100.0

Total 150 100.0 100.0


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INTREPRETATION

As per the consumer survey conducted in the Ghaziabad region it was found out

that 60% were not satisfied with the service provided by Bisleri and

representative are not ractified the issues related with quality of

jar,dispenser,stand & push tap etc.by Bisleri company.20% consumer were semi

satisfied with the after sales service.

Analysis the position of Bisleri in the packaged drinking water

POSITION OF BISLERI IN MINERAL WATER SEGMENT


Cumulative

Percent

Valid Good 64 42.7 42.7 42.7

Very Good 82 54.7 54.7 97.3

Bad 2 1.3 1.3 98.7

Worst 2 1.3 1.3 100.0

Total 150 100.0 100.0


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INTREPRETATION:- From the above table we can see that out of 150

respondents only 64 respondent (i.e. 42.7%) said GOOD,82 respondent (i.e.

54.7%) said VERY GOOD so bisleri maintain good image in the packaged

drinking water market.consumer are very loyal towards Bisleri.

Analysis of satisfaction level of the distribution service of Bisleri

satisfaction level from the distribution services of Bisleri

Frequency Percent Valid Percent Cumulative Percent

Valid Poor 30 20.0 20.0 20.0

Average 76 50.7 50.7 70.7

Good 41 27.3 27.3 98.0


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Very Good 3 2.0 2.0 100.0

Total 150 100.0 100.0

INTERPRETATION As per the survey conducted it was analyzed that 20%

consumer were told POOR about the distribution service of Bisleri, 50.7%

consumer were Average and 27.3% were told GOOD. So While the

competitors like Coke and Pepsi Co. and other local brands were very regular

with the visits to the various retailers in the region thereby gaining an edge and

building stronger relationships with the retailers and hence boosting their sales.

ANNUAL HOUSE HOLD INCOME OF RESPONDENT


Cumulative

Percent

Valid 2-5 Lacs 60 40.0 40.0 40.0

5-10 Lac 78 52.0 52.0 92.0

Above 10 Lacs 12 8.0 8.0 100.0

Total 150 100.0 100.0


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OCCUPATION OF RESPONDENT


Cumulative

Percent

Valid Service 54 36.0 36.0 36.0

Business 36 24.0 24.0 60.0

Home maker 48 32.0 32.0 92.0

Self-employed Professional 12 8.0 8.0 100.0


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OCCUPATION OF RESPONDENT


Cumulative

Percent

Valid Service 54 36.0 36.0 36.0

Business 36 24.0 24.0 60.0

Home maker 48 32.0 32.0 92.0

Self-employed Professional 12 8.0 8.0 100.0

Total 150 100.0 100.0


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6. Findings of the Study


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Findings:

1. Bisleri has poor distribution network:

From our survey it has been clearly found out that Bisleri has a poor

distribution network in some of the areas like: Nandgram

market(Ghaziabad), Dadri, Dasna, shihani Market etc.

Reason:

Negligence of distributor.

Lack of availability of stock with the distributor. E.g. 250ml, 500ml

bottles.

Unable to deliver the stock on time (on a short notice).

Personal grudges of the retailers and the distributors.

2. Bisleri has a wide range of products brand like Vedica, Mountain,

Mineral water and from 250ml cup to 20ltr jar which are fast moving and

increases the overall sales of Bisleri.

3. Some retailers have left selling the Bisleri because margin has not given

as like other company gives.

4. Bisleri has a big brand name which is maintaining its sales:

Just because of the brand name the Bisleri water is selling.It was the 1stto start

the mineral water business in India and thus it enjoys a good positioning in the

market and with the customers.

5. Higher prices of Bisleri as compared to the competitors brands to the

retailers:


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As compared to brands like Aquafina, KingfiHer and Kinley; Bisleri offers

lesser profit margins to the retailers and therefore Bisleri sales are dipping in

the mineral water market.

4. Higher profit margin on local brands:

As compared to the premium brands like Aquafina, Kinley, one of the major

reason affecting Bisleri sales is selling of local brands like Deer Park,

VOLGA, Aquacool, Kampbell, Oxygizer, Mount Kailash, Aquafresh, Tulsi

water, Shivam, Kwencher, Jal ,Oxyfine which are the prominent ones among

others.

5. Bisleri lacks tie ups:

As per as our survey we found out that major players in this market have tie

ups with food chains, shops, malls. Bisleri lacks in this. E.g. Spice, Shopprix,

CSM.

6. Poor visibility of Bisleri:

Bisleri has poor advertising as compared to other brands. Ads on channels

like star movies and others should be more frequent.

We hardly see any Bisleri Hoardings on the road nor is the very popular

mode of communicationradio is being made much use of.

7. They are not very customer service oriented:

Bisleri is not very concerned about the brand name, not acting on the views

and suggestions of the customers: leaving customer dissatisfied.

8. Lack of accessories:

Brands like Kinley etc. offer accessories like fridges, ice box, give free bottle

with cartons.


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7. Recommendations


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RECOMMENDATION:

So awareness level of the consumers about BISLERI product should be

improved by installing more canopies and hoarding and a retailer

selling BISLERI product. Big banners and billboards should be

installed on main roads.

BISLERI must also come up with margin for the retailers.

BISLERI must launch promotional schemes for customers as well to

increase sales as well as to be in news.

By change the packet (carton) of bottle bisleri can increase the margin.

The C grade shops must also be catered as these are the shops from where

most of the people purchase the mineral water bottles while on their way

on the busy streets of the city.

Most importantly the delivery must be made on time. The stock must be

placed well in time to keep the retailers happy. There should be on time

service to win over the retailers and customers. This is where other brands

take over.


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Since many retailers are complaining about the broken seal. It is

necessary that the matter is urgently looked upon and the retailers who

have the grievances must be given new bottles and it must be made sure

that it does not happen again.

If more profit margins could be provided to the retailers it will serve for

the better. However if this cannot be worked out, we must work on the

grounds of providing more of accessories to the retailers like fridges on

less security.

Visibility of Bisleri should be improved so that the customers can get

what they have been looking for. With a strong distribution network the

situation can be improved for sure.

The schemes must be offered quite often and it must be ensured that the

benefit does reach the retailer.

Advertisement to build the brand image that will provide the

required ground to establish the authenticity to the product.

Awareness programs at health club, schools & Nursing homes.

To win over the consumer belief and faith over the genuity of the

product.


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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.

The company should 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.

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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8. Conclusion


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Mr. Ramesh chauhan has observed that companys first task is to serve the

customers. Earlier BISLERI was the pioneer of the market. At present

condition, we cannot say BISLERI is the unchallengeable market leader, and

fully successful to create customers. Other unorganized sector have made their

potentially widely. They are able to position successfully in the current by

attracting potential.

Customers form an expectation of value and act on it. A buyers delight is the

function of the products perceived performance and the customers expectation.

Recognizing that high satisfaction leads to high customer loyalty quality value

and service are totality of features and characteristics of a product that bear on

its ability to satisfy stated or implied needs. Total quality is the key to value

creation and customers delight.

Hence BISLERI should take necessary action to continue bringing quality

product. First, it should participate in formulating strategies and policies

designed to help the company win through total quality excellence. Second,

they must deliver marketing quality along side margin of the retailers. Each

marketing activity marketing research, advertising, and customer service and so

on must be performed to high standards.

Even though the marketing is cost effective to the industry but it

reaches the huge volume of customers, it promotes the growth of business

for the company in the industry.


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The Bisleri is having a growth rate of 34.5 in this industry, to capture the

whole market share and to continue the market leader in this industry the

company has to create the brand awareness and popularity through an

effective communication media the solution for the entire problem is to

make marketing "

Bottled water is a particularly competitive market, hence companies need to

develop diverse marketing strategies, such as accessing new markets by owning

or developing partnership with regional brands, developing new products (such

as flavored water) or by-products (such as cosmetics) and developing services

(home and office delivery of water)

Today more and more companies are coming up in the package drinking water

market as there is a lot of scope in bottle water market as seeing the increase in

Indian population. Today the people of India are very hygienic and only prefer

bottle water which increases in the scope of bottle water market.

By looking at the increasing demand of bottle water companies have to see that

they use modern marketing strategies and also come up with trendy bottles and

satisfy the wants of the consumer.

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.


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Therefore, backed by a good distribution network mineral water industry can

grow at a rapid rate.

References


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REFERENCE

In this report, while finalizing quality problem in details the following Books,

Magazines & web sites have been referred. All the material detailed below

provides effective help and a guiding layout while designing this text report.

PERSONS REFERENCE

Lecturer Mis Istuti Dr. Aakanksha Uppal (Faculty guide)

Assistant Sales Manager of Bisleri Mr. Syed Farid Ali (Externalguide)

Marketing Officer of Bisleri Mr. Anil Dhankhar (External guide)

Marketing Executive of Bisleri Manoj Yadav (External guide)

BOOK REFERENCE

Marketing Management By PHILIP KOTLER

Research Methodology By C.R. KOTHARI

Consumer Behavior By GUPTA and PAAL

WEB SITES

www.bisleri.com

www.google.com www.ask.com


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Annexure


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QUESTIONNAIRE

1.. Gender

Male Female

2. Qualification

Up to 10th Up to 10+2

Graduate Post graduate and above

3. Occupation

Service Student

Business Home maker

Self-employed Professional Other

4.. Annual household income

Less than 2 Lac 2-5 Lacs

5-10 Lac Above 10 Lacs

5.. Are you using RO in your home?

Yes No

6..Do you using 20 litre jar of water for drinking at your home?


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Yes No

7. Are you aware of the brand BISLERI 20 litre jar?

Aware Not Aware

8. Using which Brands water for drinking at home?

Bisleri

Kingfisher

Kinley

Aquafina

Others

9.. Are you satisfied with the Quality of Water which you are using?

Yes

No

10. Do you know the slogan of BISLERI?

Yes Yes Cant Remember No

11. How did you decide to purchase product and services in Bisleri?

To secure our life with policy

Good product and service

Well known company

Repetitive Advertisement


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12. Please specify your satisfaction level from the distribution services of

Bisleri?

Poor Average Good Very Good

Excellent

13.How did you come to know about Bisler?

1) Television 2) Magazines

3) Pomp lets & banners 4) News papers

14. What do you think about the Mineral water company Bisleri ?

An Old Established Affordable Highly Expensive

Others

15.Do you think issues related with quality of jar,dispenser,stand & push

tap etc. are ractify by Bisleri company?

(a)Yes b) No c) Sometimes

16.What is the position of BISLERI in a packaged drinking water market?

Good Very Good

Bad Worst

17. How do you rate the Promotions of Bisleri?

Excellent Good

Fair Poor


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18. Are you user of Bisleri 20 litter jar?

Yes No

19.How often you have watched Bisleri advertisement?

1) Every day 2) In festival season

2) Weekend 4) Not seen

20.If you and to give any suggestion to improve Bisleri and its

advertisement?

....


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