Bisleri Project

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Transcript of Bisleri Project


Submitted in the partial fulfillment for the award of Masters Degree in Business Administration Submitted To Submitted By

DeclarationI hereby declare that the project report titled: TO STUDY THE MARKETING STRATEGIES OF BISLERI

ACKNOWLEDGEMENTThis making of any report calls for contribution and cooperation from many others besides the individual alone. It is the result of meticulous effort put in by many minds that contribute to the final report submission and this work too is not an exception. Thus, one of the best parts of writing this report is the opportunity to thank those who have contributed towards it. First and foremost, I would like to take the opportunity to express my sincere gratitude to Ms. Yuvika Mam for his valued insights, suggestions and continuous support, without which this project would not have reached successful completion. I would like to thank all the respondents who took time out of their busy schedule to fill out the questionnaires and have interaction with me. All the above, made considerable contribution to which these few lines can hardly do justice to their patience and generous support. Last but not the least,1 would like to thank my friends.

Bijender 10/MBA/07

PREFACETheoretical knowledge is of no use, until and unless it is applied into some practical aspect. We must lay stress on the proper implementation of what we have learned in class at real life incidents to obtain optimum output. Thus to apply all theoretical knowledge gained so far onto the practical field, The submission of this project report is the part of the curriculum of MBA course. This Winter Project has provided me with the full fledged experience about the business arena of wholesome Indian packaged water industry. It gave me complete training about practice of marketing strategies in the real life industry and helped me gain the first hand experience of my future career in marketing. This project shows the various steps and activities performed in order To Study Marketing Strategies of Bisleri"

EXECUTIVE SUMMARYThe objective of the project To Study The Marketing Strategies of Bisleri This project consists consumer and retailer survey. In retailer and Consumer survey, 35 retailers and 100 consumers were personally interviewed. The market covered was Panchkula The data was collected through questionnaire. After doing the study some conclusions and recommendation are as follows: Conclusion Analysis shows that there is very good future for mineral water market. Soft drink market might be some threat to the mineral water at present but within few years the scenario is going to change. But the future of mineral water is bright with some prerequisites which is been mentioned. I have also given a few recommendations and suggestions based on my live experience during the completion of this project which is been mentioned. Lastly, I have attached the copy of Questionnaire prepared. by me for the better analysis and understanding of the nature of my Project.

I hope, Ill be successful in sharing all the knowledge and experience gained during the completion of this project with anyone who reads this report.

TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 THE PACKAGED DRINKING WATER INDUSTRY - AN OVERVIEW 1.2 1.3 1.4 Market Share Bottled Water Analysis Current Players Background The Present Future Plans Technology Developments Purification Process Product And Packaging Vision And Mission Why Bisleri? The Journey Till Now CHAPTER 2: REVEIEW LITERATURE 2.1 2.2 3.1 Objectives Data analysis Swot & Pest Analysis

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CHAPTER 3: ANALYSIS AND INTERPRTATION CHAPTER 4: RECOMMENDATION ANNEXURE Bibliography Consumer Questionnaire Retailer Questionnaire

INTRODUCTIONTo the domestic packaged drinking water market

The concept of bottled mineral is quite a new one for Indian People. Since we never consider these things as necessity and especially when we are paying for natural resource like water which is available freely. The bottled water market has recently seen growth; the reason behind this may be the growing health consciousness among Indians or non-availability of pure drinking water. Most of the users are daily travelers, patients or it is used in parties/seminars. Moreover 30% of the whole mineral water customers are travelers. When governments spoke about providing drinking water to all, little did one imagine that MNCs would package it and sell it to us. The advent of the small bottles has increased consumption. Buying water near the bus stop or at the railway station has become a routine. Indian water market has many companies selling water, on an whole there are more than 300 big & small players in the market some of the big players are Bisleri, Aquafina, Kinley, Purelife, Mcdowell etc. these companies are dealing in same market, same price & also same capacity. Bisleri is owned by Parle group, Aquafina is owned by Pepsi, Kinley is owned by Coke, Nestle has Purelife. But some small players also have sufficient market share in their local market, like prime, silver drop, royal fresh are very popular in the congested region. Bisleri is most popular brand in North India. Bisleri is having big contracts like with air Indian & some part of Indian railways.

Since the early 1990s, Indian attitude have changed and people are flocking to the cities at a frenetic pace - one-third of Indian now live in urban areas. But in many parts of the country, quality of water is still a major concern. Given the extreme climatic conditions in India, especially the heat and dust, plus the fact people are now prone to dehydration because they commute further for work and social activities, the issues of safe drinking water is more prevalent than ever. As the mercury soars, so do the sales of bottled water. The advantage it has is unlike the Colas and other drinks dispensed from vending machines, a bottle fits into a handbag and can be carried conveniently. The trend of using mineral water for drinking purpose started as a means to take advantage of the therapeutic value of water. This trend gained potential momentum during 1970s and ever since bottled water was exported every year from mineral springs in France and other European countries. In western countries, the practice of bottled drinking water started during 1950s. The first launch of bottled water in India was the launch of 'Bisleri' of Parle company during 1968-69 which was a major flop as the Indian population was not prepared to accept the concept of purchasing water. The market of bottled water remained weak and inactive for as long as 20 years. The relaunch of Bisleri in 1994, however, was a success due to the growing awareness and high consciousness of health and hygiene among people. Today many, medical stores in the city are doing very well with the sale of branded bottled water. The brand name plays an impression on the human mind. Bottled water is available in quantities of 330ml, 500ml, lit, l lt, 1.5lts, 2 lts, 5 lts, l0 lts, 20 lts and 50 lts.

For a particular brand to be certified as bottled water it requires approval on 4 levels namely the Central, the state, the trade association, and individual company levels. ILL EFFECTS OF DRINKING UNTREATED WATER Typhoid Bone deformation Joint pain Hardening of arteries and muscles Gastro - stomach upsets Excess content of fluoride can lead to flourisis Arsenic Poisoning COMMONLY FOUND WATER CONTAMINATION SOURCES Contaminated storage Tanks Cross contamination at sources Leaks in distribution network Improper functioning of Purifiers Domestic Waste Borewell or contaminated ground water Organic matters Industrial waste

THE PACKAGED DRINKING WATER INDUSTRY AN OVERVIEWMARKET SHARE Currently, Bisleri continues to lead in the Rs 700-1,000 crore organised, packaged water market with an estimated 40 per cent market share, followed by Kinley at 28 per cent and Aquafina with an 11 per cent share. Inr terms of volumes, the North and West remain Bisleri's biggest performing markets, despite the brand's sustained national-level presence. The market has been growing for the last three years at an unimaginable rate of 80%. The market size of bottled water is expected to surpass the size of soft drinks market very soon in the near future.

Individual Market Shares: BISLERI-40%, KINLEY-28%, AQUAFINA-11%, OTHERS-21%

Due to the demand for water, a large number of "mineral water manufacturers" have been spawned selling little more than tap water to the unsuspecting consumer, the majority of whom are still very native about mineral' water. Pepsi Co's Aquafina brand, which debuted the bottled water business in September 1999, targets the youth sector and concentrates on just one pack size, 750ml priced ten rupees. Coca-Cola is the most recent entrant (May 2000) with its Kinley, brand and in a controversial and unsuccessful marketing campaign, it obtained an endorsement from the Federation of Family Physicians' Association of India (FFPAI), a lesser known body of doctors for its brand. Estimates show that there are around 100 small regional players in the bottle water market and the number have been growing at an unbelievable 70%-100% per year, year on year, for the past four years. This has enticed a number of international brands in the market besides Coca-Cola and PepsiCoNestle (Pure Life), Britannia, Lever, United Breweries and Shaw Wallace. Danone Pairs launched Evian some time back and even imported hundreds of cases for VIP guests celebrating the Hindu festival, Kumbh Mela. The government has been forced to sit up, take notice and tighten regulations after comprehensive sample tests were taken by consumer groups and found that a number of the smaller and more unscrupulous "opportunistic"