Imt Project on Bisleri

A REPORT ON

“ANALYTICAL STUDY OF PROMOTIONAL STRATEGIES OF

BISLERI”

BY

SUNILKUMAR.T

BISLERI, WATER BOTTLES

ICFAI NATIONAL COLLEGE 1

http://images.google.co.in/imgres?imgurl=http://www.sachimolds.com/images/bisleri.jpg&imgrefurl=http://www.sachimolds.com/spanish/reference.asp&h=42&w=100&sz=8&hl=en&start=16&tbnid=R_TmxdsgD_107M:&tbnh=34&tbnw=82&prev=/images%3Fq%3D%2BBISLERI%26gbv%3D2%26hl%3Den%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

A THESIS ON

“ANALYTICAL STUDY OF PROMOTIONAL STRATEGIES OF

BISLERI”

BY

SUNILKUMAR.T

6ND10055

A THESIS SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS OF THE MBA PROGRAM (CLASS OF 2008) ICFAI

NATIONAL COLLEGE


http://images.google.co.in/imgres?imgurl=http://www.sachimolds.com/images/bisleri.jpg&imgrefurl=http://www.sachimolds.com/spanish/reference.asp&h=42&w=100&sz=8&hl=en&start=16&tbnid=R_TmxdsgD_107M:&tbnh=34&tbnw=82&prev=/images%3Fq%3D%2BBISLERI%26gbv%3D2%26hl%3Den%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

DECLARATION

I here by declare that the project work entitled “ANALYTICAL STUDY

OF PROMOTIONAL STRATEGIES OF BISLERI” is my own effort done under

the guidance of Mr. Vivek Kanchan IT & QM faculty.

This report is submitted in partial fulfilment of the requirement for the

award of MBA 2006-08.

Date:

Place: Davangere (Sunilkumar.T)


(Certificate from Faculty Supervisor)

CERTIFICATE

This is to certify that the Management Thesis-II titled “Analytical study of

promotional strategies of Bisleri” submitted by Sunilkumar.T Enrol No: 6ND10055

during Semester-IV of the MBA Program (Class of 2008) embodies original work

done by his.

Signature of the Faculty Supervisor

Name (in Capitals) :____________________

Designation : _____________________

Center : _____________________


TABLE OF CONTENTS:

AKNOWLEDGEMENT.............................................................................6

ABBREVIATIONS:.................................................................................7

DECLARATION......................................................................................3

CERTIFICATE........................................................................................4

SUMMARY:.............................................................................................8

1. INTRODUCTION:..............................................................................9

1.1 INDUSTRY PROFILE:............................................................................10

1.2. COMPANY PROFILE:...........................................................................11

2. FORMULATION OF OBJECTIVE:................................................12

2.1. OBJECTIVE OF STUDY:......................................................................13

4.63. PRODUCTS:...............................................................................................

4.7. PROMOTIONS:...........................................................................................4.71. SPONSORSHIPS:...................................................................................................

4.72. ADVERTISEMENT:..............................................................................................

5. EMPIRICAL ANALYSIS & FINDINGS.............................................

6. SUGGESTIONS.................................................................................46

7. CONCLUSION / RECOMMENDATIONS:.....................................47

8.1 QUESTIONNAIRE:............................................................................48-49

9. REFERENCES:................................................................................50


AKNOWLEDGEMENT

Completing a task is never one mans effort. It is often the result of

invaluable contribution of number of individuals in direct or indirect way in shaping

success and achieving it.

I express my deep gratitude and thanks to my beloved principal Mr.

Chandan Chavadi INC Davangere for his kind co-operation and to faculty

supervisor Mr. Vivek Kanchan for his support during the course of my project. I am

also thankful to all the faculty members INC Davangere for their co-operation.

And last but not least I would like express my gratitude to my parents,

friends and to all those who have directly or indirectly helped and contributed best

for the progress of this project.

Yours truly,

Sunilkumar.T


.

ABBREVIATIONS:

B.M: Beverage marketing.

B.W. Bottler water.

WAN: wide area network

B.S.E. Bombay stock exchange


SUMMARY:

The objective of the thesis is “To know promotional strategies of Bisleri

identify areas of excellence and areas needing improvement; and provide

suggestions for such improvement”. The aim of this Thesis is to successfully

promotional strategies.

Sales promotion activity as an activity taken up to boost the sales of a

product. It can include a host of activities like running advertising campaigns,

handling public relation activities, distribution of free samples, offering temporary

price discount, launching door-to-door selling and telemarketing etc.

Compared to any other element of the promotional mix, sales promotion

is more action oriented. It helps in stimulating the customers to buy a product.

Increasing concern for value of money among customers has brought sales

promotion to the centre stge, as customers have become more expensive to

promotional offers, discount/gift coupons and point of purchase displays. Rapid

growth in the industry has been achieved because:

Product managers are facing more pressure to increase their current sales,

Companies face more competition,

Advertising efficiency has declined,

Consumers have become more deal oriented.


1. INTRODUCTION:

INDUSTRY PROFILE

In most countries, drinking water is provided by the public sector, since it is

usually considered as a typical public good1. Traditionally, the public utility takes

charge of the overall cycle of water production, distribution and management

through a vertically integrated monopoly. Recently, we observe a movement of

reform mostly in developing countries, where these functions are partially or fully

assigned to a private

Operator through a franchise bidding process (Coing et al. 1989; Silva et al.

1998). There are various degrees of involvement of the private operator in terms of

contract duration and investment that determine the level of risk. Full privatization

like in England and Wales is still an exception, while the spectrum of delegation

contracts is large (from operation and management contracts to concession). In

these cases, one should note that the ownership of the assets remains public and it

explains why governments largely prefer to delegate rather than to privatize, as

water is a highly politicised matter. Then, this new trend toward private sector

participation in the developing world raises the question of its ability to improve

effectively the level of

Water services.

In India, Mehta (1999) highlights the fact that most projects with private

sector participation purely aim atan increase in production capacity and do not

address the main factors of inefficiency of Indian water supply networks that are


described in the first section of the article. Various factors explain the failures of

projects with large international private operators, the main one being lack of good

project preparation, lack of knowledge on how to conduct the transaction process,

Absence of credible political commitment and unwillingness to reform

tariffs (Zérah and Lorene 1999; Zérah 2001). Therefore, many actors of the sector

(academics, decision makers and mostly international organizations) consider the

role of the small-scale

Independent providers as a potential to compensate partly the lacunae of the

public sector provision. This question also emerges from some successful stories in

Africa and South America where small operators

The national retail stores audit by ORG-Marg for the year ended 31 July

2002 put Kinleys marketshare at 35.1 per cent compared to Bisleris 34.4 per cent.

According to the market research agency, Bisleri lost 0.7 per cent share of the retail

market to Kinley.

BOTTLED WATER - INDUSTRY PROFILE

This profile is designed to be a reference resource for existing and

prospective small business owners, particularly as they assess how their businesses

are operating and developing plans for the future. These examples illustrate various

ways in which small businesses are actually operating but are not meant to be

instructions that small businesses should follow.


State of the Industry

Millions more Americans are choosing to drink bottled water in the last

decade than ever before. Sales of domestic water in small bottles has increased from

4.4 million gallons in 1984 to 750 million gallons in 1997, according to a report in

The New York Times, which draws data from Beverage Marketing magazine and

individual water bottling companies. Much of the gain has come since 1992 when

half-liter bottles, which can fit into vending machines, became the bottle of choice.

According to Jane Lazgin, a spokeswoman for the Perrier Group, bottled water is

still in its infancy.

Market

The states representing the top five markets in the U.S. in rank order are

California, Texas, New York, Florida, and Illinois. California accounts for almost

half of the total bottled water consumed in the U.S. According to the Baltimore Sun,

Americans bought bottled water in Grocery Stores 44.7%, Home/Office delivery

39.0%, and Vending machines/restaurants 16.3% of the time in 1996.

Pricing

The expanding market has produced its own price war, with prices falling

from about $1.09 for one and half-liter to as low as 69 cents. Currently, in

Arkansas, the price of a five-gallon delivered bottle of water ranges from $2.50 to

$9.00. A cooler rental per month ranges from $6.00 to $9.75.


Distribution Channels

The distribution channels in the State of Arkansas are divided

geographically. The distributors buy into a franchise type of arrangement with the

bottler who puts certain restrictions on the contract in terms of service and selling of

competitive products. In recent year, consumption of sparkling waters has increased

substantially in bars, restaurants, and vending machines.

Operations

Demand for still drinking waters appears to be growing faster than the

demand for sparkling (carbonated) waters, although continued growth in sales will

depend on criticism of the purity and origin of the water. Proper labeling has

become a major issue. Water sources must be licensed and monitored regularly by

Federal inspectors. Current operations information related to regulations,

equipment, and labeling can be obtained from the trade journal, Bottled Water

Reporter, and the International Bottled Water Association, IBWA.

Competition

The value of bottled water sales was expected to grow only by 10 percent in

1990, or $2.4 billion, because competition had driven prices down. There are

approximately 475 bottling plants in the U.S. with $3.375 billion revenues in 1995

producing more than 600 labels. There are over 75 brands imported, accounting for

3% of the water sold in the U.S.

According to Michael Bellas, chairman and chief executive of Beverage

Marketing, "The key factor is going to be the low-cost producer that is regionally

diversified, and the one that can put some marketing muscle behind this water."

There are so many new entrants; the bottled water industry is highly competitive.


http://www.bottledwater.org/



WATER BOTTLE MANUFACTURERS:

BISLERI

OXYRICH

OMKAR

BINDU

KINLEY

AQUAFIAN

FLAIR


CREATIVE CONCEPTS

Was formed in 1997, with a vision on the Ozone technology by a group of

competent and experienced professionals. The Company has State-of-the-art

Design, Engineering, Manufacturing and Service Strength. The Company was re-

organized, shifted into its own premises and renamed as CREATIVE OZ-AIR (I)

PVT. LTD. to expand its wings in diversified Products and Exports.

We offer the widest range of Ozone Systems for any Ozone Application in the

world today, having technical tie-ups with M/s. Ozonia Ltd., Switzerland for Large

size Ozonators and with M/s. Anseros GmbH, Germany for Ozone Monitors and

Monitoring Systems, the Company finds itself in a higher platform to offer world

class Products in the field.

The Company represents more than 20 years of combined experience in the design

and manufacture of most modern Ozone Treatment Systems for Water, Air & Food

Disinfection, Industrial Ozone Systems, Ozone Monitoring Equipment, Ozone Test

Chambers and Ozone Destructor etc. etc. The Company also specializes in Oxygen

Concentrators and Nitrogen Plants of any size and the Feed Gas Preparation

Systems. With more than 2500 installations worldwide in number of prestigious

Companies, it makes CREATIVE OZ-AIR (I) PVT. LTD., a preferred choice for

Ozone Applications either as a Standard or Tailor-made Systems to suit the

Customers requirements.

Quality Standards

CREATIVE OZ-AIR (I) PVT. LTD. earlier known as CREATIVE CONCEPTS

strives to improve upon high quality standards continually. Patented technology and

decades of manufacturing experience enable us to deliver the highest quality, most


reliable and efficient Ozone Treatment Systems. Rigorous Factory Testing and

System Pre-Assembly make the Integration and Start-up of our Ozone Systems

simple and trouble-free.

Committed To Research & Development

We believe strongly on Applications Research and Products Development. The

Company invests considerable resources annually in on-going initiatives aimed at

improving existing Products, developing new technologies and upgrading the

Customer’s Processes through new techniques.

Focussed On Our Customers

We have a motto of “Customer’s Satisfaction”, the Company specializes in

developing a business model with Customer concern and their profitability in mind.

By a network of Service Support Installations at Client’s Site, are not only kept in

working conditions but upgraded from time to time for improved performance by

regular up-keep and AMC’s.

Our Clients

In about eight years of operation, we have significant progress by installing more

than 2500 Ozone Treatment Units for Sterilization of Air, Water and Food Items.

Britannia, Switz Foods, Monginis, Bisleri, Coca-Cola, Pepsi, PVR Cinema, Dabur,

Pan Foods, Eastern Bakeries, Delta Foods (Franchise of Britannia), Nestle, IFFCO,

Arachem (Malaysia), Texcyle (Malaysia), Maharishi Airbed Products, Mahaveda

Ayurveda & Research Center etc. are our some of the prestigious clients. We also

cater to the disinfection requirements of Milk Processing Plants like Amul Dairies

(at Himmatnagar, Mehsana, Vihar), Mahan Proteins at Kosikalan, NDDB (New

Delhi), Indo-Nippon Foods etc and number of Food Processing, Bulk Drug

Manufacturers like Ranbaxy, Dishman Pharmaceuticals, Regent Drugs etc,

Pharmaceuticals Companies, Hospitals and Industrial Set-ups etc.


Sr. No. Director's Name Designation

1 Surendra T Shah Chairman / Chair Person

2 Sanjay S Shah Managing Director

3 Shilaben S Shah Director

4 Ritaben S Shah Director

5 Kashyap R Mehta Director

6 Sanjay V Karkare Director

BSE: 531671 NSE: Reuters:


2. FORMULATION OF OBJECTIVE:

Research Objective must be clearly defined (what the study is about and

why it is being done) then only, it can be achieved in a best way.

2.1. OBJECTIVE OF STUDY:

To understand the promotional activities of Bisleri.

To understand the best among the promotional mix.

To understand the effectiveness of Promotional strategies adopted by

Bisleri.


LIMITATIONS:

The study is restricted to Bisleri outlet in Davangere Branch.

The retailers were too busy in their work, so detail information could not be

obtained.

In the survey retailers hesitate to give the details.

2.2. HYPOTHESIS OF STUDY:

There is no significant difference in after sales services provided by the two

automobile showrooms (TVS and VANI HONDA)

There is a significant difference in the value for money which the customers

are getting from the two showrooms.

3. RESEARCH METHODOLOGY:

Research design depends on type of research studies that we are going to

make. My research study is DESCRIPTIVE TYPE.


3.1. 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.

3.2. PURPOSE OF STUDY:

Bislre is the top water bottle manufacturer and dealers in India by

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.

3.3. DATA SOURCES:

The second stage is the collection of data is the data sources Primary Data

Sources and Secondary Data Sources. Primary Data Sources are collected

specifically for the purpose of research study, which is to be done, and secondary

data source are already collected data, with some other objective.


3.31. PRIMARY DATA SOURCE:

For the purpose of this study, I prepared two research tools, both

questionnaire, to find out the relevant primary data

The data was collected based on information provided by:

1. The management of the outlet.

2. Outlet worker

Besides the primary data collected with the help of the questionnaire, I have

also collected the relevant secondary data from various sources like magazines,

books and Internet and newspapers.

Based on the relevant primary and secondary data, a comparative analysis

has been done so as to find out the areas of excellence and areas of improvement of

both organizations.

The areas of excellence and improvement have been identified based on

factual information, in light of which recommendations and suggestions have been

provided for the overall improvement of the organizations in the future.

A formal list of Questions is formulated and asking the questions from the

people who are having the related information. Here the Questionnaire is Structured

and Non Disguised Type. Close end Questionnaire with Dichotomous and Multiple

Choice Questions.


3.32. SECONDARY DATA SOURCE:

Internal sources: On-Line Information,

, Price of the product, Services provided by the companies.

External data sources: Magazines like Business Standard, Books and

journals related to Marketing strategy.

3.4. SAMPLING PLAN

Sampling Unit (Who Is Being Surveyed)

Main target is Company manager.

Company employees for Expert Opinion

Sampling Size (How Many People Should Be Surveyed)

8 customer’s outlet.

Sampling Procedure (How Should the Respondent Be Chosen)

Probability Sampling (Simple Random Sampling)

Contact Method (How the Subject Should Be Contacted)

Personal Interviewing, Expert Interview, Through Mail

3.5. PROCESSING AND ANALYZING THE DATA

Score aggregation method is used for analyzing the data and pictorial

representation of analysis is done through graphs.

3.6. FINDINGS ARE GIVEN


Company profile

Bisleri was originally an Italian Company created by Signor Felice Bisleri

who first brought the idea of selling bottled water in India. Bisleri then was

introduced in

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. In 2003 Bisleri announced it's

venture to Europe.

The brand name Bisleri is so popular in India that it's used as generic name

for bottled mineral water. [In India, Bisleri is to mineral water what Xerox is to

photocopying.]

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, and 2L which are the non-returnable packs & 5L,

20L which are the returnable packs.

Bisleri with added Minerals:

Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium

bicarbonate which are essential minerals for healthy living. They not only maintain

the pH balance of the body but also help in keeping you fit and energetic at all

times.


Bisleri Mountain Water:

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and

Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain

of youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy

capable of taking you back to nature. Bisleri Natural Water is bottled in its two

plants in Uttaranchal and Himachal Pradesh and is available in six different pack

sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.

Different products of Bisleri

The water that almost descends from the Gods:

The Himalayas, the abode of the Gods, where the earth meets the heavens and

where in lies nature's untouched bounty. White glaciers, snow-capped mountains

and a plethora of exotic herbs and other flora that have therapeutic properties. This

is where you'll find a treasure trove of hidden natural spring water that flows

through natural purifying filters, mineral rich rocks and herbs from which it absorbs

many healing properties. We bottle this pristine spring water directly at source, at

the foothills of the Himalayas.

And now you, our dearest customers, will get every drop of purity, right here, in

this bottle.

Bisleri Mountain Water is available in 500ml. bottles & 1 litre bottles.

Bisleri with Added Minerals:

This product is bottled drinking water at its best. Bisleri with added minerals has a

TDS count (total dissolved solids count) of approximately 100. It contains minerals

such as magnesium sulphate and potassium bicarbonate which are essential

minerals for healthy living. They not only maintain the pH balance of the body but

also help in keeping you fit and energetic at all times.


Bisleri with added minerals is also put through multiple stages of

purification to ensure the elimination of all forms of bacteria. This makes the water

you drink completely safe to consume. Bisleri with added minerals is available in

250ml cups, 250ml bottles, 500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre

bottles and 5 and 20 litre cans.

Product Range

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.

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!


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

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

ensures that Bisleri is dispensed directly from the jar, leaving no chance for

contamination. 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/-


Treat your family to pure Bisleri, in economical, tamper-proof 5L packs:





Max Retail Price : Rs. 70/-


Stand : Rs. 60/-

Faucet : Rs. 15/-


New faucet ensures that Bisleri is dispensed directly from the jar, leaving no

chance for contamination. Also avoid using hot and cold machines or any

dispensers, since they could be a source ofcontamination.

Max Retail Price : Rs. 70/-


Stand : Rs. 60/-

Faucet : Rs. 15/-

This water bottle consist 3 liter water







Stand : Rs. 60/-

Faucet : Rs. 15/-


This water bottle consist two and half liter







Stand : Rs. 60/-

Faucet : Rs. 15/-

This water bottle consist one liter water







Stand : Rs. 60/-

Faucet : Rs. 15/-


This bottle consist half liter




they could be a source ofcontamination.



Stand : Rs. 60/-

Faucet : Rs. 15/-

These are the most common promotional strategies used by organizations.

To know the most effective strategies to the organizations:

Advertising campaigns

Handling public relations activities

Distribution of free samples

Offering free gifts

Conducting trade fairs

Exhibitions

Competitions

Offering temporary price discounts

Launching door to door selling

Telemarketing


There are two types of sale promotional activities;

Consumer sales promotion method.

Trade sales promotion method.

Consumer sales promotional method

Marketer use sales promotion to introduce a new product or brand or

promote the existing brand. On the other hand retailers use sales promotion to

attract customers their stores. They can use a number of sales promotion tools to

boost their sales.

Price promotions;

Price promotions are also commonly known as “price discounting” they

offer either a discount on the normal selling price of the product or more of the

product at the same price. This type of promotion must be used with care as the

increase in sales is gained at the cost of a loss in the profit.

Coupons:

Offering coupons is the most widely used customer sales promotion

technique; coupon is a certificate that offers a price reduction for some specified

items to the holder. Coupons are distributed with magazines, newspapers.etc.

Free gift/samples:

Free samples of a new product are usually given to customers, when it is

launched in the market. Gift with purchase is a very common promotional

technique. It is also know as a premium promotion as the customer gets something

in addition to the main purchase.

Money refunds and rebates:


The customer receives a specific amount of money (refund) after he submits

a proof of purchase to the manufacturer. Manufactures devise the strategy such that

the customer qualifies for a refund only when he makes multiple purchase.

Point of purchase displays:

POP displays are believed to serve as a silent sales force. They include

window displays, wall displays, display racks, danglers, balloons, outside signs,

counter pieces and innovations such as sniff teasers that spread a product’s aroma in

the store, etc.

Instalment offers:

Manufacturers as well as retailers offer products at a down payment and

allow the customers to pay the remaining amount on an instalment basis.

Consumer contest:

In this sales promotion activity customers take part in small competitions on

the basis of their creative and analytical skills. Such contest as customer’s attention.

Consumer sweepstakes:

In this type of sales promotion, customers are required to submit their names

to be included in a draw for prizes.

Trade shows:

A group of retailers of manufacturers conduct exhibitions and trade shows

to make the customer aware of the products offered by various firms. Industrial

shows and annual industrial exhibition exhibition of home appliances, consumer

goods or gym equipment. Etc


Trade sales promotion methods.

Buying allowance:

Buying allowance is a temporary price reduction offered to the retailer for

purchasing a specific quantity unit of the product. Such an offer acts as an incentive

to stimulate short-term profit of the retailer and promote new products for the

company.

Buyback allowance:

In this kind of sales promotion, the channel members are offered a monetary

incentive for each additional unit purchased after the initial deal. This methods aims

at stimulating the channel members to purchase additional quantities of stock that is

over and above the normal stock, as the monetary incentive they receive is

proportional to the amount of additional stock they purchase.

Merchandise allowance:

In this form of trade promotion, a manufacturer agrees to pay the reseller

certain amount of money for promoting the company’s product through advertising

or display. Middlemen are usually required to show the proof of the advertisement

carried out of them.

Free merchandise:

Free merchandise is a sale promotion technique in which an additional

amount of the product is offered without any additional cost, as an incentive to

purchase a minimum quantity. The incentive is typical offered for a limited period

of time.

Dealer loader:

A dealer loader is a reward of gift, which is usually a part of the display kit

given to the retailer, to encourage him to display the merchandise. Retailers obtain

gift only when they buy specific quantities of goods and retain the gift when the

promotion is over. Marketers use this technique when they use new distributors or

they want to push products to retailers. For example. A silver tray to display a

product. When the event is over, is allowed to keep this silver tray.


Dealer listing:

Dealer listing is a technique in which the advertisement of a company

identifies and acknowledges its retailer/retailers. Dealer listing help in persuading

the retailer to carry the product and also encourage the customer to buy the product

at a particular dealer’s outlet.

Scan back allowance:

A scan back allowance program is aimed specifically at retail outlets.

Retailers are rewarded on the basis of the number of units that moved through their

scanners or hand-held wands during a specific time. In order to participate in scan

back programs, retailers indulge in reducing the retail price

There is one more promotional strategy

P r o m o t i o n - p u s h a n d p u l l s t r a t e g i e s

"Push or Pull"

Marketing theory distinguishes between two main kinds of promotional

strategy - "push" and "pull".

Push

A “push” promotional strategy makes use of a company's sales force and

trade promotion activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promote

it to retailers, and the retailers promote it to consumers.

.

A "push" strategy tries to sell directly to the consumer, bypassing other

distribution channels (e.g. selling insurance or holidays directly). With this type of


strategy, consumer promotions and advertising are the most likely promotional

tools.

Pull

A “pull” selling strategy is one that requires high spending on advertising

and consumer promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the

product, the retailers will ask the wholesalers, and the wholesalers will ask the

producers.

A good example of a pull is the heavy advertising and promotion of

children's’ toys – mainly on television. Consider the recent BBC promotional

campaign for its new pre-school programme – the Fumbles. Aimed at two to four-

year-olds, 130 episodes of Fumbles have been made and are featured everyday on

digital children's channel CBeebies and BBC2.

As part of the promotional campaign, the BBC has agreed a deal with toy

maker Fisher-Price to market products based on the show, which it hopes will

emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price

will develop, manufacture and

Distribute a range of Fumbles products including soft, plastic and electronic

learning toys for the UK and Ireland.

In 2001, BBC Worldwide (the commercial division of the BBC) achieved

sales of £90m from its children's brands and properties last year. The demand

created from broadcasting of the Fumbles and a major advertising campaign is

likely to “pull” demand from children and encourage retailers to stock Fumbles toys

in the stores for Christmas 2002.

As we discussed in above pull and push sales promotion strategy. Bisleri

organization is used push strategy because of promotes the product to wholesalers,

the wholesalers promote it to retailers, and the retailers promote it to consumers.


Classification of Gender

67

33

01020304050607080

Male Female

No o

f Res

pond

ents

Series1

Then distributor, wholesalers, retailers, and all Channel members have to hold stock

while offer given by manufacturers that time sales of products sold very huge.

ANALYSIS AND INTERPRETATION

Table I

The below table show that the number of respondents according to their

wholesaler

And retailer.

Custo

mer

Respon

dent

Percen

tage

wholes

aler 67 67

Retaile

r.

33 33

Interpretation:


The above chart shows that the wholesaler and retailer classification of

respondent.


22%

32%18%

28%

Television

News papers

Magazines

Pomp lets &banners

Table-2

The below table show that the number of respondents they know

through this media.

Television 22

News

papers 32

Magazines 18

Pomp lets

& banners 28

Interpretation: In the above chart 32% of the people know through news

papers.


yes

no

0

10

20

30

40

50

60

70

80

yes no

Series1

Table 3

Do you like the Bisleri Promotional activities?

yes 78

no 22

Interpretation:

.most of retailers

are know the

advertisement of bisleri


yes68%

no 32%

yesno

Table-4

Purchasing decision made by you is due to Promotions and marketing

yes 68

no 32

Interpretation:

If company give more advertisement then retailers and wholesalers are like

to stock more in their stock house


32

42

1610

05

1015202530354045

no of respondent

s

Excellent Fair

Rating given by respondants

Series1

Table-5

How do you rate the Promotional activities of Bisleri

Interpretation:

Company gave good promotional activities

ICFAI NATIONAL COLLEGE

Excellent 32

Good 42

Fair 16

Poor 10

41

85

15

00

102030405060708090

No of customers

FullySatisfied

Satisfied Fullydissatisfied

Satisfaction level of the customers

Series1

Table – 6

How did you decide to purchase products and services in Bisleri.

Satisfaction

Level Respondent

Fully Satisfied 85

Satisfied 15

Fully dissatisfied 0

Interpretation

In the above chart represent that people are fully satisfied, if Bisleri

promotes the products through advertisement because most of the people preferred

that fully satisfied is 85%, satisfied is 15% and there is no vote for dissatisfaction

which represent the people in need of advertisement.

Table-7

The table shows retailer and wholesalers have interested to stock of

Bisleri water botter

Response No of


respondents

Yes 55

No 45

Yes55%

No45% Yes

No

Interpretation:

The chart show that the 55% percentage of wholesalers and retailers are

interested to have the hold or stock water bottler


Table-8

The table shows that the factors, which kinds of plan do you prefer

Factors Respondent

20. L 27

5.L 37

1.5.L 26

1.L 10

Respondent

Pension plan

Life insuranceplan

Unit linkedinvestment

Childrenendownment

Interpretation:

This chart shows that the factors, which kinds of plan do, you prefer

Pension plan 27%, Life insurance plan 37%, Unit linked investment 20%,

Children endowment 10%


Security, 38%

High return, 26%

Flexibility, 16%

Tax saving, 20% Security

High return

Flexibility

Tax saving

Table.9

The table shows that reason for preferring policies of Bisleri

Factors Respondent

Instalment

offer 38

Buying

allowance 26

Buyback

allowance 16

Dealer

loader 20

Interpretation

From the above we come to know that customers 38% of the investors are

investing their money in insurance for safety and the second preference is to return.

It shows they want security with high return.


Findings:

I found that 45% of the share in this industry is filled by kindly and

Bisleri.

This is only because of the brand name and popularity; through word of

mouth it reaches the people easily.

The communication media i.e. 83% of audience are aware only through

this marketing channel about the products of water bottle.

78% of the people are expecting marketing from this water bottle; it shows

the expectation of people and availability of business and to promote the products

through the marketing channel.

Finally I find out that manufacturers are taken promotional tool like

Dealer loader, buying allowance, merchandise allowance.


Suggestions

The company has to create the brand awareness as well as the popularity in

this industry to promote their products in a competitive environment.

The communication media place a vital role in this industry, without this

media we cannot have a great market share compared with the private players in

this industry.

83% of the customers are expecting trade sales for water bottle products; the

company can utilize these areas to increase the market share of company in this

industry.


Conclusion

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.

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 ".


Dear Sir/ Madam,

I am Sunilkumar.T pursuing MBA. As part of completion of my

MBA, I am doing Survey on “A Study on Promotional Strategies Adopted by

Bisleri water bottle in Davangere” with respect to this in need of some information.

I request your kind co-operation to fill this questionnaire suitably. The information

you give shall be used for educational purpose only.

Name… …… Age…

Occupation… Male: Female:

Do you know about Bisler?

1) Yes 2) No

How did you come to know about Bisler?

1) Television 2) Magazines

3) Pomp lets & banners 4) News papers

Do you like the Bisleri Promotional activities?

1) YES 2) NO

Purchasing decision made by you is due to Promotions and marketing?

1) YES 2) NO

How do you rate the Promotions of Bisleri?

1) Excellent 2) Good

3) Fair 4) Poor

How did you decide to purchase products and services in Bisler?

1) To secure our life with policy 2) Good products and services

3) Well known company 4) Repetitive advertisements.


Do you think the advertisement given by Bisleri is

effective?

1) YES 2) NO

Will you able to remember to Bisleri promotions while purchasing policy?

1) Always 2) Sometime 3) No

Which is most attractive information you got from the promotions given by

Bisleri?

1) Benefits of offer 2) More security

2) Return is guaranteed 4) All of the above

How often you have watched Bisleri advertisement?

1) Every day 2) In festival season

2) Weekend 4) Not seen

If you ant to give any suggestion to improve Bisleri and its advertisement?

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-Signature


REFERENCES:

Marketing management

Page No. 23 and 407

ICFAI Publications

www.nifty.com

www.nse – India .com

www.indianinsurance.com

Www.irda.com


http://Www.irda.com/

http://www.indianinsurance.com/

http://www.nse/

http://www.nifty.com/

Imt Project on Bisleri

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