Project Bisleri Final

A

Project Study Report

On

“RETAILERS SURVEY IN JAIPUR WITH SPECIAL

REFERENCE TO BISLERI”

At

Bisleri International Pvt. Ltd.

(Submitted to the University of Rajasthan in the partial

fulfillment of the degree of Bachelor of Business Administration)

Faculty Guided:- Submitted By:- Mrs. Sonia Bajaj Pratap Jangir

BBA Final Year

APEX INSTITUTE OF MANAGEMENT & SCIENCE, JAIPUR

(APPROVED by AICTE, Delhi & Affiliated to University of Rajasthan, jaipur)

(2011-2012)

1

PREFACE

Marketing is the business function that identifies unfulfilled needs and wants, defines and

measure their magnitude, determines which target market the organization can best serve,

decide on appropriate products, services and programmed to serve these market, and call

upon every one in the organization to think and marketing is the link between societies

marketing requirement and economic pattern of response.

The bottled water industry is one of the most thriving sectors in India. The market is growing at

a whopping rate of about 55 per cent annually and is expected to cross Rupees 1000-crore

mark within the next couple of years.

Almost all major national and international brands have taken a plunge. Parle's Bisleri that

virtually monopolized the bottled water market is now vying with Nestle, Coca Cola, PepsiCo,

Manikchand, UB and Britannia. According to a national-level study, there are close to 200

bottled water brands in India. Nearly 80 per cent of these are local brands.

The project on the whole helped me understand marketing system, customer relationship

management and the usefulness of marketing in an organization.

Pratap Jangir

2

AKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr. Neeraj Kumar, DGM Deptt Marketing, for

guiding me right form the inception till the successful completion of the project. I sincerely

acknowledge him/her/them for extending their valuable guidance, support for literature, critical

reviews of project and the report and above all the moral support he/she/they had provided to

me with all stages of this project.

I would also like to thank the supporting staff of Bisleri International Pvt. Ltd.

Department, for their help and cooperation throughout our project.

(Signature of Student)

Pratap Jangir

3

EXECUTIVE SUMMARY


a whopping rate of about 55 per cent annually and is expected to cross Rupees 1000-crore

mark within the next couple of years.


virtually monopolized the bottled water market is now vying with Nestle, Coca Cola, PepsiCo,



As far as executive summary is concerned I was working in Bisleri Jaipur Rajasthan which is

Bisleri’s smallest plant in the country and accounts for its 2.5% share. Its importance lies in a

fact that it is an only plant in Rajasthan and supplies to whole of the state which is very hot

region and in winter’s maximum tourists visits Rajasthan.

My responsibility was to distribute special scheme cards to all the retailers in the markets

assigned to me in Jaipur. This scheme was brought about to mainly reach to every retailer in

city and understand there part and to know the various problems associated in assigned

markets. Scheme card gave opportunity to retailers to win gifts by reaching certain targets as

mentioned in that card. For example if a retailer buys minimum of 25 cartons in month of May

he is entitled to get a Wall-clock from company, similarly on 50 cartons there was travel bag

and to maximum was 200 cartons on which retailer is suppose to get a mobile handset.

By visiting every shop for this scheme I understood the market well and came to know what

was selling in what areas and what various strategies of competitors were. For example I came

to know that Pepsi were giving away free water bottles with there cola drinks and eating up the

share of Bisleri.

4

I was also taking orders from the retailers and fulfilling there needs on time by directly calling

distributers of area. Apart from that I was also monitoring sales in these regions and was doing

tale-calling time to time to motivate retailers to buy more of bisleri to get gifts in return.

After this experience I learnt that Bisleri continually needs to come up with these kinds of

schemes to compete against giant mnc’s. Apart from that I also found out that Bisleri needs to

work hard on there distribution system.

The project on the whole helped me understand marketing system, customer relationship

management and the usefulness of marketing in an organization.

5

INDEXCONTENTS P.NO.

1

2

3

4

5

6

78

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CHAPTER-1 INTRODUCTION TO INDUSTRY (BISLERI INTERNATIONAL PRIVATE LIMITED)

CHAPTER-2 INTRODUCTION TO THE ORGANIZATION CHAPTER-3 RESEARCH METHODOLOGY

3.1 TYPE OF RESEARCH

3.2 SAMPLE DESIGN

3.2.1 SAMPLE UNIT

3.2.2 SAMPLE SIZE

3.2.3 SAMPLE SELECTION

3.3 DATA COLLECTION TOOLS3.3.1 PRIMARY DATA3.3.2 SECONDARY DATA

3.4 VARIABLES INVOLVED3.5 SCALING TECHNIQUES USED IN QUESTIONNAIRE3.6 DATA COLLECTION

3.6.1 PRIMARY DATA COLLECTION

3.6.2 SECONDARY DATA COLLECTION3.7 LIMITATIONS AND CHALLENGES WHILE UNDERGOING RESEARCH

CHAPTER-4 FACTS AND FINDINGS

CHAPTER-5 ANALYSIS AND INTRPRETATION

CHAPTER-6 SWOT

CHAPTER-7 CONCLUSION

CHAPTER-8 RECOMMENDATION AND SUGGESTION

CHAPTER-9 APPENDIX

7-12

13-18

19-24

25-26

27-56

5758-59

60-62

63-66

6

10CHAPTER-10 BIBLIOGAPHY

67

CHAPTER-1

INTRODUCTION TO BISLERI INTERNATIONAL PRIVATE LIMITED

7

1.1 INTRODUCTION

GENESIS

The name that epitomizes mineral water today was first introduced in Mumbai in the early 60's.

In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of selling bottled water

in India. His company Bisleri Ltd. offered mineral water in two Variants- bubbly and still.

In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass bottles

under the brand name 'Bisleri'. In due course Parle switched over to PVC non-returnable

bottles and finally advanced to PET containers.

EXPANSION

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 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.

8

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

9

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!

.1.2 PRODUCTS

Bisleri 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, 2L which are the non-returnable packs & 5L, 20L

which are the returnable jar packs.

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 one fit and energetic at all times.

10

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.

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 liter, 1.5 liter, 2 liter and 5 litrers.

1.3 PURIFICATION

Every drop of Bisleri water is purified as per international standards to ensure that customers

Bisleri experience always remains pure and satisfying for longer. The following is a brief

understanding of the water treatment process.

CHLORINATIONKills micro organisms. Remove organic matter.

ARKAL FILTERRemoves suspended matter and turbidity.

CARBON FILTERRemoves residual chlorine & odours

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REVERSE OSMOSISRemoves organic material. Controls total dissolved solids in the water.

ADDITION OF MINERALSFor the purpose of maintaining a balanced mineral content.

MICRON FILTRATIONAdditional safety measures to guarantee purity.

OZONATIONEnsures water remains bacteria free for longer life.

1.4 PACKAGING

The most critical aspect of Bisleris bottling process that sets them apart from the rest of the

industry is the fact that there bottles remain untouched right through the rinsing, filling, capping

and labeling operations.

1.5 BISLERI JAIPUR

Bisleri has total number of 8 plants in country, Mumbai being the biggest. Jaipur plant is

smallest of all. Its share is around 2.5 percent in production. This plant supplies Bisleri

packaged drinking water to whole of the Rajasthan state.

Its importance lies in the fact that it covers the hottest region of country and also supplies to a

major tourist attraction region. Maximum number of tourists in country visits Rajasthan, hence

during winters there is huge demand of packaged water in this particular state. Apart from that

Rajasthan is very hot region there for there is always a demand of water in form of packaged

water.

Bisleri have there offices in all the major cities of Rajasthan but there is only a single plant, in

Jaipur. This plant has the capacity of fulfilling demand of whole of the state. The plant is

12

located in one of the major industrial areas of Jaipur- Vishwakarma Industrial Area, away from

the main city, on Sikar highway. Its location helps its operations in form of supplies as all the

major highways are connected to this highway. Major distribution channels are setup in cities

of Jodhpur and Udaipur which are situated in further west and south of Rajasthan further

helping its distribution.

There are major three external distributers for Jaipur city itself. There is Shyam enterprises,

Radhey enterprises and one being a new distributer which took place of another one because

of his incapability’s to supply and lot of complains being filed upon him by the retailers in this

survey.

At administration level staff there is only one person held responsible in Jaipur that is being

DGM of company – Mr.Neeraj Kumar. There is around a staff of 20 people in a company

including Sales Manager and Human Resource Manager. There are three salesmen for Jaipur

city and company is looking forward to hire more of them.

As we enter plant which is located in basement of building we find plant manager who is

always there to look after the proper functioning of plant. The whole process from bottle

making to packaging is divided among around 6 machines. Firstly bottles are made out of

plastic capsules, and then they are cleaned. Water which has already undergone 7stage

purification is filled in it. Then labeling and packaging takes place. Then 12 bottles cartons are

filled and moved up to the storage room, from there carriage takes place and operational cycle

is completed.

1.6 COMPETITORS


a whopping rate of about 55 per cent annually and is expected to cross Rs. 1000-crore mark

within the next couple of years.


virtually monopolised the bottled water market is now vying with Nestle, Coca Cola, PepsiCo,



13

CHAPTER-2INTRODUCTION TO THE ORGANIZATION

(MARKET OVERVIEW)

14

2.1 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. have 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.

Indians currently spending about $330 m a year on bottled water, analysts estimate. The packaged water market constitutes 15 per cent of the overall packaged beverage industry, which has annual sales of at least $2.6bn, Deepak Jolly, a spokesperson for Coca-Cola India

said. 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 liter 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 water," he added. Do not be surprise if today's bottles water industry becomes next Oil industry by 2025.

If oil is the focal point of world conflict now, it is possible that water will be the next battleground among monopoly capitalists and even among nations. Prices of water and water

services keep on increasing because most of our public water utilities have already been privatized by the government. Private beverage and water companies have been granted by the government with permits to practically control and operate our natural springs and water

sources in natural parks and protected areas for water production and processing plants.```The bottled water category is growing at a rapid pace. The branded`market is 40 % of the

15

category and non- branded contributes to 60% of the market. The category is growing at a rate of 30%. Bisleri is the market leader in mineral water in India with a 60% market share within

organized mineral water category. Three key players mainly dominate the Indian Bottled Water Market Parle Bisleri, Coca Cola India Inc Kinley and Pepsico India Holdings Pvt. Limited. This market is expected to grow at a 30% rate in the next 7 years. In 2010 the revenue generated

by this market was over $250 million.

Water is one of the basic necessities for human life to survive on this planet & today

getting pure water is not an easy task with so much harmful chemical being disposed into the

water by various industries is making the water harmful for drinking.

71% of the earth is made of water out of which only 1% of water can be used by living

beings. Among this 1% of water 50% of water is polluted.

According to the Bureau of Indian Standards there are 1,200 bottled water factories all

over India (of which 600 are in one state -- Tamil Nadu). Over 100 brands are vying for the Rs.

1,000-crore (Rs. 10 billion) bottled water market and are hard selling their products in every

way possible -- better margins to dealers, aggressive advertising, catchy taglines.... In such a

scenario, The Strategist takes a look at how it all started -- with Bisleri -- and how Ramesh

Chauhan, chairman, Bisleri created a market out of pure water.

This is an SWOT analysis report of one of the premium, recognized & trusted brand in

the Indian bottled water market named BISLERI INTERNATIONAL PVT LTD. This is enjoying

the huge share in the market both in bulk segment & in small packs.

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2.2 INTRODUCTION TO JAIPUR: THE PINK CITY

Jaipur is the first planned city of India, located in the desert lands of Rajasthan. The city that

once had been the capital of he royalty, now serves as the capital city of Rajasthan. Founded

in 1727 by Maharaja Sawai Jai Singh II, the ruler of Amber, the city today has a population of

more than 5 million residents. The very structure of Jaipur resembles the taste of the Rajputs

and the Royal family. In the present date, Jaipur is the major business centre for the natives of

Rajasthan with all requisites of a metropolitan city. The city of Jaipur, painted in pink, grasp the

appreciation of every visitor. One can see that hoary charm still alive in the avenues of Jaipur.

The active streets of Jaipur get plenty of visitors, every year at their footsteps. The Ancient

Testimonials in the form of mind-blowing monuments remind one of the past ages. The city

comprises the famous structures like Hawa Mahal, City Palace and Amber Fort, the best

architectural examples of India. Artistic temples and gardens of Jaipur, marks the atmosphere

of serenity and aestheticism to the lands of Rajasthan. The lively city observes its ethnicity by

celebrating various festivals like Kite festival, Elephant festival and many others, of Indian

origin. All theses features make Jaipur, one of the most sought after tourist destinations of

Rajasthan, India. The glorious city boasts of its cultural heritage from every nook and corner.

Jaipur is the reservoir of Indian customs, traditions, civilization and legacy. Jaipur lies at a

distance of 260 kms from Delhi, the capital of India and the city is well-connected with other

major cities of India. Every year, People across the globe come to experience this royal capital

city of Rajasthan.

17

http://en.wikipedia.org/wiki/Amber,_India

http://en.wikipedia.org/wiki/Jai_Singh_II

http://upload.wikimedia.org/wikipedia/commons/6/6c/Jal_Mahal_Jaipur.jpg

http://upload.wikimedia.org/wikipedia/commons/a/a0/HawaMahal.jpg

http://upload.wikimedia.org/wikipedia/commons/d/db/Sawai_mansingh_palace,_jaipur.jpg

The climate and weather of Jaipur is usually hot. The summer season persists from Mid-March

to June reaching to the maximum temperature of 45o C. The showers of Monsoons come

usually in the month of July preceded by dust and thunderstorms. The city doesn't receive

much rain. During the post-monsoon season in September, Jaipur gets hot spell once again. In

winters, the city of Jaipur observes bright and pleasant sunny days, though the temperature

can reach a low of around 5o C during the nights

18

2.3 GUIDE MAP:JAIPUR

19

CHAPTER- 3

RESEARCH METHODOLOGY

20

3.1 TYPE OF RESEARCH

My research is DESCRIPTIVE RESEARCH as it includes a questionnaire survey and it is a

fact finding enquiry through retailer’s scheme card. And I am focusing on retailers viewpoint

towards packaged drinking water and problems associated

My Project is descriptive research due to the following factor:

It describes the characteristics of retailers in Jaipur city.

It is carried out to estimate the approximate percentage of units in a specified population

exhibiting certain behavior.

It helps in determining the perception of product characteristics.

It helps in making certain predictions related to packaged drinking water.

3.2 SAMPLE DESIGN

Regardless of the method or the design of the research that is used to obtain the primary data, the decision for this very research activity in the field of FMCG and about surveying the entire

population of retailers or only a representative portion of the population of the market had to be made. For this research activity the latter was adopted due to the resource constrains which was also the limitation of this research report. With the limited amount resource in the hand, the only feasible way was to survey a representative portion of the population than the entire

population as such. The difficulty in forms of time and resources caused the researcher to resort to the sampling approach than census approach as the size of the entire population was

huge which could not be catered because of limited resource and time.

3.2.1 SAMPLE UNIT

As the project was being done for the Jaipur branch of the Bisleri the sample unit taken was

retailers of Jaipur city.

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3.2.2 SAMPLE SIZE

The sample size selected was 26 respondents. This was due to the time and resource

constraint faced by the researcher during the project.

3.2.3 SAMPLE SELECTION

Respondents were selected on the bases of assigned markets by the company; all retailers in

those markets were covered. Criteria for selection were-

All retailers selling packaged drinking water.

Retailers who were not into packaged drinking water but can be a future prospect for a

company.

3.3 DATA COLLECTION TOOLS

3.3.1 PRIMARY DATA

Primary data was collected through questionnaire method and also through retailers’ scheme

card. The Questionnaire and Retailers card are attached to the annexure of this report. It

contained 12 questions and covered the necessary areas needed to complete the research.

3.3.2 SECONDARY DATA

Secondary Data was collected from sources at the office, magazines’, newspapers and

websites.

3.4 VARIABLES INVOLVED

Type of retailers.

Features of product offered.

Retailer’s perception on packaged drinking water.

Retailer’s expectations from company.

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3.5 SCALING TECHNIQUES USED IN QUESTIONNAIRE

1. QUESTION 1 – Nominal Scale

2. QUESTION 2 – Nominal Scale (Dichotomous question)








10.QUESTION 10 –Nominal Scale (Dichotomous question)

11.QUESTION 11 –Nominal Scale

12.QUESTION 12 –Nominal Scale (Open Ended)

3.6 DATA COLLECTION

3.6.1 PRIMARY DATA COLLECTION

Most of the data that were collected for this research activity is primary in nature. The total

number of targeted respondents was 265 across the 12 markets and the time constrains were

5 to 6 weeks. Therefore the best method of concluding the data collection was to design a

short objective based questionnaire and thereby to proceed with the informal personal

interviews with the sample respondents.

The questionnaire was designed by fully keeping the objective of the research in the mind. A

proper structured questionnaire which was a combination of an open end and close ended

questions was prepared. The reason for it hails from the suggestion given by the industry

guide who assisted me in designing the questionnaire; who suggested that the research

activity is descriptive in nature and so the questionnaire contained more number of an close

end questions; but on the other hand since there is a need to understand retailers perception

open ended questions was an essential.

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Refer to the appendix for the questionnaire

3.6.2 SECONDARY DATA COLLECTION

Most of the secondary data for the research was collected from websites, magazines and

newspapers.

3.7 LIMITATIONS AND CHALLENGES WHILE UNDER GOING THE RESEARCH

First, it was not a consumer’s survey but retailer’s survey; it was really hard to find a free

sitting shopkeeper in peek hours of a day when survey was carried out.

Secondly, no shopkeeper likes to waist there precious selling time in such activities like

filling of questionnaires. Here I am thankful to company to provide me with a retailer’s

scheme card which helped them attract still there were shopkeepers who were very busy to

entertain me.

Biggest limitation of this report is that in all the markets covered there were 4 distributers

and they all have there own way of working. That is the reason there were totally opposite

response from some markets to the others with different distributers.

When I use to cover markets it was noticed that many shopkeepers use to keep there

shops closed from 1 to 4 due to heat of Jaipur, because of which there were certain shops

missed.

Another reason because of which many a shops were not covered was that shop owners

themselves were not present on shop and it was not possible to handover the scheme to

any other person at shop.

All those retailers who were not into selling of packaged drinking water were hard to

convince to give there information.

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Also those retailers which were selling some other companies mineral water proved a challenge.

There were certain cases in which shopkeepers were not willing to give there information

on account of security measures.

Most of the people in Jaipur believed in hiding there age and did not tell there DOB.

In certain cases it was seen that few shopkeepers were so unhappy with services provided

by Bisleri that they showed there anger by not entertaining me.

Many of the phone numbers given by respondents were wrong or were not picked by the

owners of phone.

The research covers only a minor part of Jaipur city there by doesn’t bring about maximum

satisfaction.

But in spite of these obstacles there were many people who really helped me to reach my

destination. There were a no. of retailers who patiently heard what I tried to convey them and

they also made me aware of the different problems associated with Bisleri and its distribution.

But they were very kind to me and some of them even gave a good response by placing order

for Bisleri to me.

The main advantage that I had while doing my training was the attractive scheme which I was

distributing. After a long there was any scheme introduced by Bisleri and this helped me in

ease of conversation with retailers. They took interest because they were getting something

out of it.

I also got reference from the existing customers of the Bisleri and they assisted me to track

right type of retailers who were interested in selling packaged drinking water.

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CHAPTER- 4

AFCTS AND FINDINGS

26

FACTS AND FINDINGS

During this two months period of my training period I visited every shop more then twice. All

these findings are based on my continues interaction with retailers and anlysis of data

collected by me.

Restailers in Jaipur believe that water is just water and it does not make difference fom

whom they buy it from.

Retailers in jaipur mostly believe in what are the margins provided to them by the

companies.

Most positive aspect of Bisleri in market is that people believe that Bisleri is a best quality

packaged water in market.

Apart from all the issues overall Bisleri stil holds it positin as a Market leader.

Bisleri is a highest priced product in the market, and market customers are daily walk inns ;

hence they are not ready to always pay more then 12 rupees for a 1ltr bottle which sells

most.

Companies like aquafina and kinley are providing free product to the shopkeepers with

purchase of there cola’s, which is bringing down the sales in many areas.

Pepsi and Coke provide free refrigerators to retailers in which they are not letting them

keep any other companies product., this inturn is breaking sales of Bisleri cause usually a

customer asks for cold water.

Distributers in Jaipur are very reluctant to change.

Distributers just dont visit any other shops except those which regularly buy from them in

other words they just dont move away from there set routes.

As Jaipur is very old city hence there are lots of shops in small streets which are not

covered by distributers , as they usually just move along main roads.

There were lots of complains in Market B of suppliers, many of retailers responded that

Bisleri people doesnt visit at all.

27

CHAPTER -5

ANALYSIS AND INTERPRETATION

28

5.1 ANALYSIS OF PRIMARY DATA

How many scheme cards were collected back of 32 distributed to shopkeepers?

MARKET A

Total, N, 51, 44%

Total, Y, 66, 56%

N

Y

Cards collected back

Cards collected

Cards collected TotalN 51Y 66Grand Total 117

Off 117 cards distributed in Market A, 66 that is 56% of cards were collected back.

This suggests that people in this area do care about such schemes and just don’t throw

away the cards considering them useless.

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MARKET B

Total, N, 74, 47%

Total, Y, 84, 53%

N

Y

Card collected back

Card collected back.

Card collected back. TotalN 74Y 84Grand Total 158

There were very similar results in Market 2 as well, here also major number of cards that is 53% were collected back indicating the importance of schemes to the people

Reason behind not getting cards back were lost cards, misplaced cards and some retailers

even threw the cards away.

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Q.1 What is your shop type?

Juice, cold drinks and food shop General/Kirana store Pan shop Dairy an Medical store

MARKET A

Juice, Cold drinks & Food Stores; 42; 36%

General / Kirana Store; 44; 38%

Pan shop; 16; 14%

Dairy and Medical Store; 15; 13%

FREQUENCY OF SHOP TYPE

Juice, Cold drinks & Food StoresGeneral / Kirana StorePan shopDairy and Medical Store

Type of shopFrequency of shop

typeJuice, Cold drinks & Food Stores 42General / Kirana Store 44Pan shop 16Dairy and Medical Store 15Total 117

31

MARKET B

Juice, Cold drinks & Food Stores; 72; 46%

General / Kirana Store; 61; 39%

Pan shop; 8; 5%

Dairy and Medical Store; 17; 11%

FREQUENCY OF SHOP TYPE

Juice, Cold drinks & Food StoresGeneral / Kirana StorePan shopDairy and Medical Store

Type of shop Frequency of shop typeJuice, Cold drinks & Food Stores 72General /Kirana Store 61Pan shop 8Dairy and Medical Store 17

Total 158

Maximim number of shops in both region are juice,colddrink and food shops and

General/Kirana stores.

But dairy/Medical and pan shops in both regions have there importance as almost each

shops of these kind sell packaged drinking water.

Q.2 Do you sell mineral water at your shop?

32

Yes

No

MARKET A

Total, N, 15, 13%

Total, Y, 102, 87%

N

Y

Do you sell mineral water

Do you sell mineral water?


Total

N 15Y 102Grand Total 117

In Market A, 87% of the shops covered were selling some or the other kind of mineral

water.

There were just 15 retailers off 117 who were not selling mineral water in Market A.

33

MARKET B

Total, N, 38, 24%

Total, Y, 120, 76%

N

Y

You sell mineral water


Do you sell mineral water

Total


There were 38% of the shops covered in Market B which were not selling mineral water.

This suggests that there are good number of shops which are availaible to Bisleri to be exploited in near future.

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Q.3 Which mineral water do you sell at your shop?

Bisleri

Bailley

Aquafina

Kinley

Kingfisher

Fosters

Others please specify__________________________

MARKET A

BrandsPercentage Frequency of various brands being sold at retail

outletsBisleri 70 84Bailley 7.5 9Aquafina 9.17 11Kinley 5 6Kingfisher 1.6 2Fosters .84 1Others 5.84 7Total 100 120

35

Bisleri Bailley Aquafina Kinley Kingfisher Fosters Others0

10

20

30

40

50

60

70

80

90 84

9 116

2 17

FREQUENCY OF VARIOUS BRANDS BE-ING SOLD AT RETAIL OUTLETS

MARKET B

Bisleri Bailley Aquafina Kinley Kingfisher Fosters Others0

10

20

30

40

50

60

7062

1922

1610

310

FREQUENCY OF VARIOUS BRANDS BEING SOLD AT RETAIL OUTLETS

BrandsPercentage Frequency of various brands being sold at retail

outletsBisleri 43.66 62Bailley 13.38 19Aquafina 15.5 22Kinley 11.26 16Kingfisher 7.04 10Fosters 2.11 3Others 7.04 10Total 100 142

Off the total number of shops selling mineral water from question no.2 there were 17 shops

in market A which were selling 2 brands of water and similarly 19 shops in market B selling

more then 1 brand of water, this chart is inclusive of that data.

If we compare both the markets, In Market A Bisleri is doing excellent with 70% share in the

market, but in Market B it just have 43% of share, which is way below there standards.

There are no close competitors but Bailley and Aquafina eating up certain sales.

Major answers for other types were local brands like Sun, Gagan, Intimate and Vinayak.

36

Q.4 What kind of customer usually visit your shop for packaged drinking water?

Daily walk in customers

Regular Customers

Parties and marriages orders.

MARKET A

Daily walk-in; 107; 80%

Regular Customer; 19; 14%

Party & Marriage orders; 8; 6%

KINDS OF CUSTOMERS VISITED

Daily walk-inRegular CustomerParty & Marriage orders

KINDS OF CUSTOMERS VISITED Frequency

Daily walk-in 107Regular Customer 19Party & Marriage orders 8 Total 134

37

MARKET B

Daily walk-in; 130; 92%

Regular Customer; 8; 6%Party & Marriage

orders; 3; 2%

KINDS OF CUSTOMERS VISITED

Daily walk-inRegular CustomerParty & Marriage orders

KINDS OF CUSTOMERS VISITED Total

Daily walk-in 130Regular Customer 8Party & Marriage orders 3 Total 141

By this question researcher is trying to find out that what are the kinds of customers, visiting

retailers, for packaged drinking water.

Its very clear that maximum number of customers’ are daily walk in.

But another fact lies behind this question is that retailers involved in regular deliveries and

orders are selling way more then those selling to daily walk ins.

There is one shop in Market A (Jaina Ice-cream parlour) which is involved in orders, sells

above 300 cartons every month. And in this scheme month it sold 402 cartons which

included around 300 5ltr pet jars.

38

Q.5 What attracts you the most in choice of mineral water?

Quality

Margins provided

Schemes

Service provided by dealer

MARKET A

No Response; 8; 7%

Quality; 24; 21%

Margins; 48; 41%

Schemes; 30; 26%

Services; 7; 6%

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL WATER

No ResponseQualityMarginsSchemesServices

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL WATER FrequencyNo Response 8Quality 24Margins 48Schemes 30Services 7 Total 117

MARKET B39

No Response; 21; 13%

Quality; 38; 24%

Margins; 65; 41%

Schemes; 26; 16%

Services; 8; 5%

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL WATER

No ResponseQualityMarginsSchemesServices

WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL WATER FrequencyNo Response 21Quality 38Margins 65Schemes 26Services 8 Total 158

By studying this question we can understand that what actually attracts retailers in selection

of packaged drinking water.

As found in both the markets valid matching figure of 41% in favor of margins.

40

In Market A schemes take second place but in Market B its quality because all those who

are buying Bisleri in market B is because of its quality; other companies are providing them

more margins then Bisleri.

Services with 6% and 8% does not affect the retailers much, it just comes as a consolation

to them.

There were 30 non respondents in total in these markets to this question.

Response to this question brings about the fact that retailers are most attracted towards

margins when it comes to choice of a product.

41

Q.6 Do you have fridge provided by any company?

Yes

No

MARKET A

Total, N, 83, 71%

Total, Y, 34, 29%

N

Y

Fridge provided by any company?

Fridge provided by any company


Total


This question has its place in questionnaire because customers having fridge provided by

any company usually are forced not to buy Bisleri as companies like Coke and Pepsi

doesn’t allow any other product to be kept inside there refrigerator.

In Market A just 29% retailers have fridge provided by any other company that’s why Bisleri

sales are not affected here due to this reason.

42

MARKET B

Total, N, 109, 69%

Total, Y, 49, 31%

N

Y

Do you have fridge provided by any company?


Fridge provided by any companyTotal


In Market B results are almost same but as sales in this region are less then Market A

therefore retailers with Fridge are dominant selling other brand.

These retailers satisfy demand of this region hence Bisleri sales are highly affected.

And off those who don’t have fridge are very small retailers and don’t have capacity above

15 cartons in a month.

44

Q.7 Does Bisleri distributer visit your shop?

Yes

No

MARKET A

Total, N, 30, 26%

Total, Y, 87, 74%

N

Y

Bisleri distributer visiting your shop

Bisleri distributer visits your shop?

Bisleri distributer visits your shop?Total


In Market A 74% of the shops covered are visited by Bisleri distributer.

If we compare it with question number 3 that off these 74% retailers almost all buy Bisleri

only leaving 4% behind.

This suggests that distributors are well up to there task in this region.

45

MARKET B

Total, N, 90, 57%

Total, Y, 68, 43%

N

Y

Does Bisleri distributer visits your shop?

Does Bisleri distributer visits?

Bisleri distributer visits your shop? TotalN 90Y 68Grand Total 158

Major portion of shops in Market B are not visited by Bisleri distributer.

Only 68 off 158 shops are visited by Bisleri supplier in this region.

This suggests that system applied by distributers in this region is not successful.

If shops are not visited on regular bases they tend to switch to easily available brand and

brand which has better supply system.

This is problem which is being exploded by other companies in this region like Bailley.

46

Q.8 How often Bisleri Distributer visits your shop?

Almost every day

Twice or thrice a weak

Once a weak

Never

I don’t buy Bisleri

MARKET A

Almost Every Day Twice or Thrice a Week

Once a Week Never I Don't Buy Bisleri0

5

10

15

20

25

30

35

30

27 28

9

23

HOW OFTEN HE VISITS

HOW OFTEN HE VISITS? Frequency Percentage

Almost Every Day 30 25.64Twice or Thrice a Week 27 23.08Once a Week 28 23.93Never 9 7.69I Don't Buy Bisleri 23 19.67 Total 117 100

48

MARKET B

Almost Every Day Twice or Thrice a Week

Once a Week Never I Don't Buy Bisleri0

10

20

30

40

50

60

4

27

43

49

35

HOW OFTEN HE VISITS

HOW OFTEN HE VISITS?

Frequency

Percentage

Almost Every Day 4 2.53Twice or Thrice a Week 27 17.08Once a Week 43 27.22Never 49 31.01I Don't Buy Bisleri 35 22.15 Total 158 100

In this question difference between respondents to “Never” and “I don’t buy Bisleri” is that

Never respondents prefer to buy Bisleri but nobody visits them and later don’t buy Bisler at

all.

In Market A 25% shops are daily visited by dealer on the other hand just 2% in Market B.

There are just less then 8% shops in Market A which are not visited but in Market B 31%

shops are never visited by dealer and that is taken as a complain against supplier.

49

Major portion of respondents in Market A have given positive response as tilt of answers is

towards first, second and third option, on the other hand responses are more towards

answer three, four and five.

In Market B there are more then 53% of shops not visited at all by the distributer.

50

Q.9 What is your monthly consumption of Bisleri?(no. of cartons)

0-25

25-50

50-100

100-150

Above 150 cartons

MARKET A

0-25 25-50 50-100 100-150 150 & above0

10

20

30

40

50

6054

14

58

2

YOUR MONTHLY CONSUMPTION OF BISLERI

No. Of Cartons

YOUR MONTHLY CONSUMPTION OF BISLERI?

FrequencyPercentage

0-25 54 65.0625-50 14 16.8750-100 5 6.02100-150 8 9.63150 & above 2 2.41Total 83 100

51

MARKET B

0-25 25-50 50-100 100-150 150 & above0

5

10

15

20

25

30

35

40

45 42

18

1 0 0

YOUR MONTHLY CONSUMPTION OF BISLERI

No. Of Cartons

YOUR MONTHLY CONSUMPTION OF BISLERI?

Frequency Percentage

0-25 42 68.8525-50 18 29.5050-100 1 1.65100-150 0 0150 & above 0 0 Total 61 100

It can be clearly seen from both the markets that maximum shops selling mineral water

cannot sell more then 0- 25 cartons in month.

Biggest customers who fall in category of above 150 cartons have capacity of selling 150 to

450 cartons, hence they themselves cover up for companies other 60%-70% customers.

In Market B company doesn’t have any above 100 cartons customers.

52

Q.10 Are you satisfied with the services provided by Bisleri distributer?

Yes

No

Please state reason behind your answer___________________

MARKET A

Total, No Response, 25, 21%

Total, N, 21, 18%Total, Y, 71, 61%

No Response

N

Y

Are you satisfied with Bisleri Supplier?

Are you satisfied?

Are you satisfied?Total

No Response 25N 21Y 71Grand Total 117

61% of shopkeepers in Market A were satisfied with the services provided by the

distributer.

There were 25 non respondents to this question.

There were just 18% non satisfied shopkeepers.

Reason behind non satisfied customers were...

Not providing bills on time

53

There was a case of supply of special railway water of less MRP at normal rates.

There were few replacement problems with these respondants.

MARKET B

Total, No response, 65, 41%

Total, N, 54, 34%

Total, Y, 39, 25%

No response

N

Y

Are you satisfied with Bisleri distributer?

Are you satisfied with supplier?

Are you satisfied with supplier?Total

No response 65N 54Y 39Grand Total 158

There were more number of shopkeepers in Market B were unsatisfied with 34%.

Major reason stated by these people was no supplies or irregular supplies.

54

Q.11 How often does he provide you a bill on your purchase?

Always

Sometimes

Never

I never ask for bill

MARKET A

HOW OFTEN DOES HE PROVIDE YOU A BILL

35

22

11

15

0

5

10

15

20

25

30

35

40

Always Sometimes Never I never ask for a bil l

HOW OFTEN DOES HE PROVIDE YOU A BILL?

Frequency

Percentage

Always 35 42.16Sometimes 22 26.51Never 11 13.25I never ask for a bill 15 18.07 Total 83 100

55

MARKET B

Always Sometimes Never I never ask for a bill0

5

10

15

20

25

30

19

24

9 9

HOW OFTEN DOES HE PROVIDE YOU A BILL

HOW OFTEN DOES HE PROVIDE YOU A BILL?

Frequency

Percentage

Always 19 31.15Sometimes 24 39.35Never 9 14.75I never ask for a bill 9 14.75 Total 61 100

Only 42 percent and 31 percent shopkeepers in both the markets were getting bills on

regular bases.

Around 14% retailers in both the markets were never getting bills by distributor.

There was also negative sign on part of retailers; 18% in Market A and 14% retailers in

Market B never cared to take bills from distributers.

This states that shopkeepers to avoid taxes and extra charges don’t take bills

Also these people were supplied on differentiated rates.

56

Q.12 Would you like to place any order

250ml

500ml

1ltr

1.5ltr

2ltr

5ltr jar

20ltr jar

There were total of 34 retailers who responded to this question and placed there orders.

In total there were orders of around 150 cartons in whole.

This response were majorly from those people who wanted to reach there targets to

avail the scheme provided by company.

In Market B major respondents were those people where supply was very irregular.

These supplies were made by directly placing order to the distributer by researcher.

57

5.2 SUMMARY OF GIFTS DISTRIBUTED

SR.NO GIFTS MARKET A MARKET B

1. WALLCLOCK 9 2

2. TRAVELBAG 5 1

3. ICE-BOX 6 0

4. TROLLY-BAG 0 0

5. MOBILE HANDSET 3 0

58

CHAPTER-6SWOT

59

SWOT ANALYSIS OF BISLERI

STRENGHTS

Nearly 60% share in market..

Well established distribution

channel.

Initiaters advantage.

Brand recognisation.

Only company in 1.5ltr segment.

Best quality product accepted.

WEAKNESSES

Highly priced products.

High costs of production.

Distributers reluctant to change.

OPPORTUNITIES

Growing Indian packaged drinking

water market.

Expected to cross 1000 crore mark.

THREATS

Nearly 200 brands in this sector.

Many new players entering

market.

Competitors ability to invest. Eg-

Pepsi and coke.

60

CHAPTER-7

CONCLUSION

61

CONCLUSION

With this SWOT analysis we have derived the conclusion that:

1. The base of BISLERI water is very strong in the Indian market. Its managing director is one

of the biggest achiever in the packed water bottled market.

2. It is found that its weakness lies in the production. The company was in trouble because of

its production related techniques.

3. The company has a lot of opportunity which can be exploited in the future which will give the

company a profit, proper utilization of opportunities will be a key to survive in the market.

4. But with more and more competitors entering the market, there are also various threat to

company. One wrong step can lead to a white-wash of company from the market in the future.

62

CHAPTER-8RECOMMENDATION AND SUGGESTION

63

RECOMMANDATIONS AND SUGGESTIONS

First of all Jaipur is not a small city, company just have 3 sales man, Bisleri needs to make

atleast a team of 5 salesman to cover whole Jaipur to keep a good check on secondary

sales of company.

Bisleri needs to regularly come up with certain attractive schemes so that it can compete

with its giant competitors like Pepsi and Coke.

Distributer in Market A are doing excellent job but story is not same in Market B so

company needs to educate there distributers by making them learn about the working of

other distributers.

Bisleri must appraise there suppliers on there good work which will inturn motivate

suppliers who are not doing well to work hard.

Every month a team of people must visit every shop in problem markets atleast ones to

remind them of there importance to company.

Bisleri must give there good and regular customers complimantary gifts to always keep

them faithful towards company.

Bisleri still holds biggest share in market and it needs to keep improving upon its services to

keep that share intact because its competitors are very strong and have ability of huge

inversement. I think from my point of view it would be better for Bisleri if it will try to increase

the share of cake by increasing the size of the overall cake, not by decreasing the others

players share of the cake. It means it should try to increase its customer base not by

converting the other companies existing customer, it should try to convert the non customer of

packaged drinking water to Bisleri customer.

This scheme was for a month of May and gave opportunity to retailers to win gifts on buying

certain target amount of cartons of Bisleri in month of May. All they needed to do was to attach

64

all the bills of May with the card which was collected from them after end of month. Details of

scheme-

CARTONS PURCHASED GIFTS

25

WALL-CLOCK

50

TRAVEL BAG

100

ICE-BOX

150

TROLLY-BAG

200

COLOURED MOBILE PHONE

This scheme was valid on all products of Bisleri except 20 ltr jars

65

CHAPTER-9

APPENDIX

66

QUESTIONNAIRE

Dear Sir/Madam,

I am doing a research on “RETAILERS SURVEY WITH SPECIAL REFERENCE TO BISLERI”. I willl be grateful for the valuable inputs you give to the following questions. Your responses shall be kept completely confidential, will be merged with other responses and used only for statistical purposes.

NAME: ____________________________________________

SHOP NAME: ______________________________________________

SHOP ADDRESS: _______________________________________

PHONE NUMBER: ______________________________________

DATE OF BIRTH: _____________________________

1. What is your shop type?

Juice, cold drinks and food shop

General Store or Kirana shop

Pan Shop

Dairy and Medical

2. Do you sell mineral water at your shop?

Yes

No

3. Which mineral water you sell at your shop?

Bisleri

Bailley

Aquafina

Kinley

Kingfisher

Fosters

Others please specify__________________________

67

4. What kind of customer you are usually visited at your shop for packaged drinking water?

Daily walk in customers

Regular Customers

Parties and marriages orders

5. What attracts you the most in choice of mineral water?

Quality

Margins provided

Schemes

Service provided by dealer

6. Do you have fridge provided by any company?

Yes No

7. Does Bisleri distributer visit your shop?

Yes No

8. How often he visits your shop?

Almost every day

Twice or thrice a weak

Once a weak

Never

I don’t buy Bisleri

9. What is your monthly consumption of Bisleri?(no. of cartons)

0-25

25-50

50-100

100-150

Above 150 cartons

68

10.Are you satisfied with the services provided by Bisleri distributer?

Yes

No

Please state reason behind your answer___________________

11.How often does he provide you a bill on your purchase?

Always

Sometimes

Never

I never ask for bill

12.Would you like to place any order

250ml

500ml

1ltr

1.5ltr

2ltr

5ltr jar

20ltr jar

69

CHAPTER- 10

BIBLIOGRAPHYAND

WEBLIOGRAPHY

BIBLIOGRAPHY

70

KOTLER PHILIP, MARKETING MANAGEMENT, PRENTICE HALL OF INDIA 12TH

EDITION SHARMA, MEHTA, KOTHARI, MARKETING MANAGEMENT, RAMESH BOOK

DEPOT, 3RD EDITION 2008-2009 KOTHARI CR RESEARCH METHODOLOGY, WISHWA PRAKASHAN 2ND EDITION

2004

Marketing is a social and managerial process by which individuals and Groups obtain what

they need and want, through creating, offering and exchanging products of value with others”.

: - Philip Kotler.

WEBLIOGRAPHY

www.colourfulrajasthantours.com

www.bisleri.com

www.finewaters.com

www.jaipur.org

www.jaipurtravels.com

en.wikipedia.org

www.tradeindia.com

www.indiaresource.org

www.kingfisherworld.com

www.fosters.com

www.parleagro.com

71

http://www.parleagro.com/

http://www.fosters.com/

http://www.kingfisherworld.com/

http://www.indiaresource.org/

http://www.tradeindia.com/

http://www.jaipurtravels.com/

http://www.jaipur.org/

http://www.finewaters.com/

http://www.bisleri.com/

http://www.colourfulrajasthantours.com/

Project Bisleri Final

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