Bisleri Marketing Competitor Analysis New Project

download Bisleri Marketing Competitor Analysis New Project

of 82

  • date post

    25-Oct-2014
  • Category

    Documents

  • view

    337
  • download

    10

Embed Size (px)

Transcript of Bisleri Marketing Competitor Analysis New Project

A COMPARATIVE BRAND ANALYSIS & MARKETING RESEARCH OF

BISLERIVIS A VIS ITS COMPETITORS:

AQUAFINA, HELLO & KINLEY

SUBMITTED PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY S UBMITTED BY: KARTIK SAHAI ENROLLMENT NO. 0941411706

SESSION 2006-2009

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

ACKNOWLEDGEMENT

The present work is an effort to throw some light on Brand Analysis & Market Research Of Bisleri A comparative analysis with three competitors 'Acquafina', 'hello' & 'kinley' . The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people. With deep sense of gratitude I acknowledge the encouragement and guidance received by my organizational guide I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report.

EXECUTIVE SUMMARY

Water is the most important liquid in the world. Without water, there would beno life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common man. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. The main source of drinking water is river and downstream which have also not been able to escape the pollution. When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained. A Research Methodology defines the purpose of the research, how it proceeds, how to measure progress and what constitute success with respect to the objectives determined for carrying out the research study. The appropriate research design formulated is detailed below. Exploratory Research: This kind of research has the primary objective of development of insights into the problem. It studies the main area where the problem lies and also tries to evaluate some appropriate courses of action. The research methodology for the present study has been adopted to reflect these realties and help reach the logical conclusion in an objective and scientific manner. The present study contemplated an exploratory research The following are the main objectives of my Research study:To make a brand analysis of Bisleri as a Brand. To conduct a market survey of Bisleri. The affects on Bisleri sale, profit and market share after the launch of Acquafina by Pepsi and Kinley by coca cola. To find out the current position of Acquafina, hello and Kinley mineral water. Threats caused by Aquafina, Kinley and hello to Bisleri. Strategies and measures adopted by Bisleri to counter the competition by hello & Kinley.

TABLE OF CONTENTS

1. 2. 3. 4. 5. 6.

INTRODUCTION Introduction to mineral Water Industry-current Scenario Mission of Bisleri RESEARCH METHODOLGY Objective Source of data Sample design COMPANY PROFILE Marketing mix of Bisleri Promotional Activity SWOT analysis FINDINGS OF RESEARCH CONCLUSION RECOMMENDATIONS ANNEXURE BIBLIOGRAPHY

1-3 4 5 6 7-9 8 9 10-19 20-23 24-41 42 43-70 71-73 74-76 77-82 83-84

7.8.

INTRODUCTION Water is the most important liquid in the world. Without water, there would beno life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common man.

Eighty percent of the human metabolism consists of water. This is the reason why90% of human diseases are water borne. There are 3 types of water impurities, which are root cause of water borne diseases. 1. Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral Content. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. The main source of drinking water is river and downstream which have also not been able to escape the pollution. When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained.

1980's witnessed more changes by a tap attachment wherein Iodine resin is used tofilter the water. It deactivates microbiological impurities to an extent but has side effects due to iodine and does not take care of dissolved impurities mineral balance.

Late 1980's witnessed Ultra Violet based purifier, which filters dust anddeactivates bacteria to a great extent. It maintains the odour and colour of water but does not clear out the dissolved impurities and mineral particles. Thus came advent of mineral water. Historically, the need for purified water within Indian homes had been kept down to a minimum. Essentially, there were three types of water that was used for different purposes. The first type was used for rinsing. The second type, which was used for cooking, was cleaner and kept covered. The third type was the cleanest drinking water and was very often boiled before use.

Since an average family needed a small quantity, not more than five or six litres a day, boiled and filtered water had been a convenient solution for some time. The fallouts were obvious. It was very difficult to convince the people that purification system was worth the price. There was no visible way to demonstrate the benefit, The otherwise somnolent market began to change once companies like Eureka Forbes targeted the office segment, while the mineral water players went after travelers. Ion Exchange was the only company which had any measure of success in entering homes with Zero-B. But clean drinking water returned on the national agenda a little later. Around 1989, drinking water became an issue again. Around early 1990sTime did a story on India as a key emerging market and that was the trigger for all the players eyeing this market."

INTRODUCTION TO MINERAL WATER INDUSTRY CURRENT SCENERIOThe best beverage for India in the new millennium seems to be water. In recent years, the bottled driving water market has been witnessing high-decibel levels of activity, with a host of new entrants swelling the clutter. With over 200 players jostling to be the thirst quenching favourite of the Indian consumer, the business is growing at a rate of over 50 per cent annually. The country's bottled water business is estimated to be around Rs. 1, 100 crore, of which the branded market accounts for Rs. 700 crore and about 700 million litres in volume. In India, the core proposition of bottled drinking water lies in hygiene, as the quality of tap water is bad and is rapidly deteriorating. This is in stark contrast with the West where 'mineral water' indicates the attendant minerals present in the water. Mineral water in Western countries is obtained from natural springs and is, generally, named after those springs. Most of the bottled water passed off as mineral water in India, however, is filtered, boiled or purified by other means such as reverse osmosis. A better description of bottled drinking water sold in India therefore, would be 'purified bottled water. The growth of the category indicates the need for this 'mineral water' and the fact that heavyweights are eyeing the segment points to the potential that is seen in this market. Coke's Kinley, Pepsi's Aquafina, Brittania, Nestle, Kingfisher, Auswater-are keen on raising their stakes in the Rs. 700 crore, 700 million litre market. The entry of Danones brand, Evian, the high-priced mineral water from the French Alps, shows the perceived potential India presents in this product category. Clearly targeted at the premium segment of consumers, the brand is being distributed in the country by Britannia Industries. Currently, Evian has more of an institutional presence (five star hotels) than on the retail shelves, with a 1-litre bottle being priced a hefty Rs. 80 The market today has grown to more than Rs15bn. The organised sector -- branded mineral water -- has only Rs7bn of market share. The rest is accounted for by the unorganized sector which is dominated by small regional players. The market is still growing at a rate greater than 80% per annum.

Today there are more than 200 brands, out of which 10 of them are from top companies. In the branded segment, Parles' Bisleri 'is the market leader with a share of more than 45%. Parle Agros' Bailey' comes a close second with market share of 15%. Other major players in the market are' Yes 'of Kotharis, 'Ganga' of T-Series, 'Himalayan,' Hello', Prime,' Florida' etc.

MISSION OF BISLERITo provide the highest quality product, keeping in mind all aspects including freshness, purity and safety, and making it easily available to the consumer at a very affordable price.

RESEARCH METHODOLGY

A Research Methodology defines the purpose of the research, how it proceeds, how to measure progress and what constitute success with respect to the objectives determined for carrying out the research study. The appropriate research design formulated is detailed below. Exploratory Research: This kind of research has the primary objective of development of insights into the problem. It studies the main area where the problem lies and also tries to evaluate some appropriate courses of action. The research methodology for the present study has been adopted to reflect these realties and help reach the logical conclusion in an objective and scientific manner. The present study contemplated an exploratory research

RESEARCH OBJEC