sahar Q shop product range private limitted ajahar husain NDIM

NEW DELHI INSTITUTE OF MANAGEMENT

Summer Training Report On

Product Placement And Market Penetration

For

Sahara Q Shop Unique Products Range Limited.

By

Ajahar Husain

187

In Partial Fulfillment For The Award Of Post Graduate Diploma In Management

2012-2014

New Delhi Institute of Management

Summer Training Report On

Product Placement And Market Penetration

For

Sahara Q Shop Unique Products Range Limited.

Under Supervision

Of

Mr. Nasir Husain


50 (B&C), 60, Tughlakabad Institutional Area, New Delhi-110062

E-mail: [email protected] Website: www.ndimdelhi.org

SUBMITTED BY- SUBMITTED TO-

Ajahar Husain 187 Prof. Anita Saxena


CERTIFICATE

ACKNOWLEDGEMENT


In this project I have made an honest and dedicated attempt to make the project

“On The Job Training and for Market Research” as authentic as it could. the

best effort may not prove successful without proper guidance. For a best project one

needs proper time, energy, efforts, patience, and knowledge and how to use all these

things. But without any guidance it remains unsuccessful. I have done this project

with the best of my ability and hope that it will serve its purpose.

there were a few people whom I would like to mention of and without whose help

the project would have never seen the light of the day.It was really a great learning

experience and I would really express my special and profound gratitude to mentor

Mr. Nasir Husain and I would also like to thank my faculty guide Prof. Anita

Saxena for her unconditional co-operation and kind support in preparing the report.

who not only helped me in the successful completion of this report but also spread

his precious and valuable time in expanding my knowledge base, I take immense

pleasure in thanking them for supporting at all stages of this project.

After the completion of this Project I feel myself as a well aware person about the

market and the complexities that can arose during the process. Also I get an insight

of the FMCG company SAHARA Q SHOP . Finally, I am also grateful to all

those personalities who have helped me directly or indirectly in bringing up this

project report, my friends.

AJAHAR HUSAIN

PGDM (2012-2014)

NEW DELHI INSTITUTE OF MANAGEMENT


DECLARATION

I Ajahar Husain student of New Delhi Institute of Management Tughlakabad Delhi

Batch (2012-2014) declare that every part of the Project Report 1-“Product

placement and market penetration ”&“ study of consumers perception and

retailers expectation” submitted by me is original.

I was in regular contact with my faculty guide and contacted 10 times for discussing

the project.

Date of Project Submission: _____________________

(Signature of the Student)

Faculty Mentor`s Comments:

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

Signature of Faculty


CONTENTS

1. Executive Summary……………………………………………………….…...8

2. Industry Overview…………………………………………………….…….9-20

3. Company Profile…………………………………………………….………...21

3.1 About Parent Company Profile……………………………..…...22-40

3.2 About Sahara Q Shop……………………………………........…41-56

3.4 Corporate Social Responsibility………………………………..…...57

3.5 Government Parameters……………………………………………..58

4. Objectives ……………………………………………………………………..59

5. Methodology…………………………………………………………….....60-61

5.1 On the job Training …………………………………………….….62

5.1.1 Product Placement & Market Penetration …………....62

5.1.1.1 Details of work assigned………………...63-64

5.1.1.2 Week wise description of activities………...65

5.1.1.3 Markets Covered…………………………....66

5.1.1.4 Key observations……………………..…….67

5.2 Market Research …………………………………………………..68

5.2.1 Study of Consumers Perception & Retailers Expectation

5.2.1Objectives of Research……………………….…69

5.2.2 Research Design ................................…….........70

5.2.3 Descriptive Research ……………………....….71

5.2.3.1 Sample Planning……….………..…72

5.2.4 Exploratory Research …………………….......73

5.2.4.1 Data Collection Methods……….73-74


6. Analysis & Findings……………………………………………………75-81

7. Conclusions……………………………………………………………..82-83

8. Limitations…………………………………………………………………84

9. Recommendations…………………………………………………………85

10.Major learning………………………………………………………….…86

11.Bibliography…………………………………………………………….…87

12.Annexure………………………………………………………...….……...88

12.1 Questionnaire ………………………………………...…88-93

12.2 DSR Report format……………………………………........94

12.3 Display Scheme Agreement Form..................................…...95


Executive Summary

This report has been prepared with focus on product placement and market

penetration of the Packaged Drinking Water and mineral water of the recently

launched by SAHARA Q SHOP in Delhi NCR and also looking into the

competitors in the market and to recommend ways to improve the market reach of

SAHARA Q Drinking Water.

My report is based on SAHARA Q SHOP I have spent 70 days in the field work

interacting with the final consumers, retailers and business consumers in order to

understand their requirements, opinions about the Q water. This has helped me to

understand how the product, packaging drinking water services are performing in

the market. My project provides detail of new market opportunities for both PWD,

and NMW. It also illustrates the Experience of sales & key findings which will be

helpful for the SAHARA Q SHOP to expand and grow further. My report also

provides information in details about major Concerns & Issues in the PDW, NMW

solution in Delhi / NCR. It will help to explore the basic Constraints in business to

Consumer sales in this sector which need appropriate corrective measures.


INDUSTRY OVERVIEW


Introduction To Indian Drinking Water Industry:

Water is the most important liquid in the world. Without water, there would be no

life, at least not the way we know it. In today's living condition, the need for Pure

Drinking Water is becoming the issue for the common man.

Eighty percent of the human metabolism consists of water. This is the reason why

90% of human diseases are water borne. There are 3 types of water impurities,

which are root cause of water borne diseases.

1. Microbiological-Bacteria / virus.

2. Dissolved impurities - chemical.

3. Imbalance of Mineral Content.

There are rapid changes that are taking place in our environment since long and the

air and the water pollution is on an increase. The main source of drinking water is

river and downstream which have also not been able to escape the pollution.

When a consumer became aware of the problems caused by water pollution the

market saw an advent of ceramic water filters, which filters the dust and suspended

particles but dissolved impurities and microbiological impurities are not cleared out.

The mineral balance is also not maintained.


Current Scenario In Water Industry:

In recent years, the bottled drinking water market has been witnessing high-decibel

levels of activity, with a host of new entrants swelling the clutter. With over 200

players jostling to be the thirst quenching favourite of the Indian consumer, the

bottled water business grew from $189 million (USD) in 2003 to $599 million in

2008 – a growth rate of 216 percent in India. The country's bottled water business

is estimated to be around $599 million, of which the branded market accounts for $

450 million.

In India, the core proposition of bottled drinking water lies in hygiene, as the

quality of tap water is bad and is rapidly deteriorating. This is in stark contrast with

the West where 'mineral water' indicates the attendant minerals present in the water.

Mineral water in Western countries is obtained from natural springs and is,

generally, named after those springs. Most of the bottled water passed off as

mineral water in India, however, is filtered, boiled or purified by other means such

as reverse osmosis. A better description of bottled drinking water sold in India

therefore, would be 'purified bottled water.

Where Q water has come up with some new processes to purify the water which is

known as ozonization process in which the common process of purifying water that

is reverse osmosis that has not been used. So in Q water we are trying to pure the

water with some new innovative techniques by which the quality of the mineral

water has been improved.


Why We Need To Drink Water?

Our bodies are estimated to be about 60 to 70% water. Blood is mostly water, and

our muscles, lungs, and brain all contain a lot of water. We need to drink water

because water is needed to regulate body temperature and to provide the means for

nutrients to travel to all our organs. Water also transports oxygen to our cells,

removes waste, and protects our joints and organs.

Different Types Of Water:

Mineral Water

Bottled water containing not less than 250 parts per million total dissolved solids

may be labeled as mineral water. Mineral water is distinguished from other types of

bottled water by its constant level and relative proportions of mineral and trace

elements at the point of emergence from the source. No minerals can be added to

this product.


Purified Water

Water that has been produced by distillation, de-ionization, reverse osmosis or other

suitable processes.

Spring Water

Bottled water derived from an underground formation from which water flows

naturally to the surface of the earth. Spring water must be collected only at the

spring or through a borehole tapping the underground formation finding the spring.

Sparkling Water

A sparkling water is plain water into which carbon dioxide gas has been dissolved,

and is the major and defining component of most "soft drinks".


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

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

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

Competitors And Other Players In India

Bailey

Bisleri

Kinley

Oras

Kingfisher

Aquafina

Market Shares In Water Industry

1%

36%

25%

15%

23%

Market ShareQ-Water Bisleri Kinley Aquafina Others


Currently Bisleri is the leading brand in the bottled water industry with 36% share

in the market among the national players. Coca-Cola’s Kinley is at second position

with 25% market share, followed by Aquafina at 15%. Other brands which are

present at the national level are Parle Agro’s Bailey, Kingfisher and McDowells

No. 1. The global packaged bottled water industry figure stands at US$ 85-90

billion and is growing at a rate of 40-45 percent for the last five years The packaged

bottled water industry in India is one of the fastest growing industries in India. The

packaged bottled water in India is expected to touch Rs 10000 crore mark in the

financial year 2012-2013, and currently it is growing at a healthy compound annual

growth rate (CAGR) of 19%, moreover it is expected that it will cross the limit of

Rs 15000 crore by the year 2015.

Sales Volume of Non Alcoholic Drinks In India

2010 2011 2012 2013 Annual growth rate 2010-2013

Bottled Water 3.885 4.515 5.169 5.825 14.5%

Carbonated Soft Drink

1.4301 1.536 1.639 1.738 6.7%

Juice (Fruit/Vegetable

)

538 623 709 796 14.9%

.


Reasons due to which the packaged bottled water industry has taken the shape

of just another consumer items .

Its consumption is growing day by day due to the following reasons:

the Indian government has not been able to provide safe drinking water to its

citizens

Rising health awareness among citizens

The growing number of cases of water-borne diseases due to increasing

water pollution and increasing urbanisation

Scarcity of potable and safe drinking water at railway stations and tourist

places

As per an UN study conducted in 122 countries to measure water quality,

India has been ranked a dismal 120

Rising disposable income in India

Packaged Bottled Water Industry StatisticsNew Delhi Institute of Management

Consumption (India)

Urban Market – 84%

Rural Market – 16%

84%

16%

ConsumptionUrban Market Rural Market

Different Geographical Regions:


South India– 50%

West India – 40%

East India – 10%

50%

40%

10%

SalesSouth India West India East India

Kinds of players in India:

National Brands 4000 thousand crore


Local brands (registered) – 2400 crore

Local brands (unorganized) – 1600 crore

50%

30%

20%

Total BrandsNational Brands Registered Brands Unregistered Brands

Distribution Of Water On Earth:

• Ocean and sea - 97%

• Snow and ice caps - 2%


• Rivers, lakes, Ground water - 1%

ocean & sea97%

snow & ice2%

rivers & lake1%

Distribution of Waterocean& sea snow & ice rivers & lake


ABOUT THE PARENT COMPANY

Sahara India Pariwar is a multi-business conglomerate with diversified business

interest that includes finance, real estate, media & entertainment, tourism &

hospitality, and service & trading.


.

Saharasri is an Indian businessman who is the founder and chairman of the Sahara

India Pariwar. He founded Sahara group in 1978. In 2004, the group was termed by

the Time magazine as ‘the second largest employer in India' after the Indian

Railways.


The company has a market capitalization of US$25.94 billion as of March 2011.

The group is a major promoter of sports in India. It owned the New IPL team Pune

Warriors India. Sahara is the main sponsor of the Indian cricket Team. They own

42.5% stake in Formula One's Force India Formula 1 Team and also sponsors India

national field hockey

Quality is our essence and we, at Sahara India Pariwar, have always stressed on the

Qualitative aspect. Consequently in this run for quality, quantity has always pursued

Sahara. They look forward to reaching the zenith and reaffirm our commitment to

the process of sound nation-building.

Sahara India Pariwar is a Rs 320 billion diversified conglomerate with varied

business interests in public deposit mobilisation, housing, aviation, media and

entertainment. It has launched projects in consumer products and information

technology.

Important Points About Sahara India Pariwar:

The employees at Sahara India Pariwar greet each other by saying “Sahara

Pranam”.


Every year, republic day and Independence Day is celebrated as Bharat Parv

(national festival) and Sahara India Pariwar celebrates it as the biggest event

of the pariwar.

Sahara India Pariwar has been the official sponsors of the Indian cricket team

and Indian hockey team.

Sahara India Pariwar in often referred as the world’s largest family. 910,000

workers/ employees and no trade union.

Its five star hotel ‘Sahara Star’ near Mumbai airport has the world’s largest

pillar less clear-to-sky dome of its kind.

Holds the Guinness world record for planting 125,256 trees by 1400

volunteers in 6 hours and 35 minutes 0n 5th June 1988 at Amby Vally City.

Hold the record in India for 25%-50% hike in the gross salary of all of its

employees at one go.

Conducts mass marriage ceremony of 101 underprivileged girls every year.

Subrato Roy Sahara is also referred as “Saharasri”.

Core Commitments - Strength

Emotion


Emotion is in Performance of genuine duties towards the loved ones primarily in

their benefit, from their point of view. EMOTION is THE KEY that generates the

required energy and enthusiasm for desired quality performance.

No Discrimination

Never should we discriminate in any of our actions, reactions, attitudes, decisions,

conclusions, in any of our expressions while caring for the six health’s of other

human beings, namely physical, material, mental, emotional, social and

professional health’s.

Quality

Results from honouring Rules, Regulations, Commitments, Values, Fairness,

Performance of Duties by honestly balancing one's own and others' reasonable point

of view in the matters of Material & Emotional aspects.

Give Respect

To definitely make others feel important and respected by giving sincere regard to

others' feelings, reasonable wishes & thoughts with an open and receptive mind and

warmth.


Self-Respect

To develop a sense of respect for oneself in others' mind, i.e. to generate genuine &

warm feelings for oneself among others on a continuous basis.

Truth

Means total transparency in action, reaction, attitude and all other expressions and

the conviction to follow the right course.

Religion

There is a religion higher than religion itself - it is NATIONALITY. We may

practice our religions in the confines of our homes, but outside, we should be

Indians and only Indians. 'Bharatiyata' or Nationalism thus becomes our supreme

religion.


40%

25%

35%

Welfare Social Development Company fund


Guinness World Record:

New World Record of Largest Group to Sing National Anthem at One Place. On 6 May 2013, 121,653 staff and workers of Sahara India Pariwar recited the National Anthem 'Jana Gana Mana' in unison at a place, eclipsing the current Guinness record of 42,813 persons held by Pakistan.

The patriotic fervour did not stop here, as more than 10 lakh staff at 4,512 offices of Sahara also sang the National Anthem together.

Guinness World Records representatives were present in the stadium to monitor the record attempt.

Sahara India Pariwar’s Sahara Q Shop Entered into the Guinness World Records when it opened record 315 outlets in 10 states of India, just at one time on 1 April 2013.

On June 5, 1998 Aamby Valley City had set a world record by planting 125,256 trees in 6 hours 35 minutes with the help of 1400 volunteers.


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

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

Board Of Management:

Mr. Subrato Roy

Sahara

Chairman Worker

Ms. Swapana Roy Dy. Managing Worker (personnel and welfare)

Mr. O.P Srivastava Dy. Managing Worker (Controlling and Analysis)

Mr. J.B Roy Dy. Managing Worker (Commercial)

CHAIRPERSON


CHAIRPERSON

Dy. Managing Worker (Comm.)

Dy. Managing Worker (C&A)

Dy. Managing Worker (P&W)

Structure Of Sahara India Business:

SAHARA INDIA PARIWAR

Group Companies:


SAHARA INDIA PARWAR

SAHARA CARE

HOUSE

MUTUAL FUNDS SAHARA

GLOBAL

JUTE PROJECT

HANDICRAFT PROMOTION SAHARA

NEXT

HOUSING FINANCE

LIFE INSURANCE

PARA BANKING

MANUFACTURING SERVICES & TRADING

INFRASTRUCTURE &HOUSING

FINANCE MEDIA AND ENTERTAINMEN

T

Sahara Real Estate

The flagship real estate project of Sahara Sahara City Homes chain of townships is

proposed to be across 217 cities in India. In 2011 it launched Sahara Grace brand

Phase II, a residential complex at Kochi.After Sahara Grace at Gurgaon and

Lucknow the Kochi project is the third under this brand which is positioned to

provide a product mix of apartments and penthouses to its residents. Other ventures

of Sahara real estate business are Sahara States – Kanpur, Lucknow, Gorakhpur,

Hyderabad and Bhopal, Brand malls – Sahara Ganj, Lucknow and Sahara Mall,

Gurgaon.

Aamby Valley City

Sahara has constructed Amby Valley City in Maharashtra near Lonavala off the

Mumbai Pune Expressway. The city is spread over 10,600 acres of land

Sahara Prime City Limited


The Sahara Prime City Limited operate in consultancy with foreign multinational

Turner Construction Company. It entered the Indian construction and infrastructure

sectors. Sahara Prime City Limited, the real estate flagship company of Sahara

India Pariwar, alongside Turner Construction Company, America’s largest building

construction contractor and the Acropolis Capital Group, a development and

investment-related corporate et in India. The company, Sahara Turner Construction

Limited was launched by Subrata Roy Sahara - Managing Worker & Chairman,

Sahara India Pariwar, Mr. Nicholas E. Billotti - President and C.E.O., Turner

Construction International and Mr. Annat Jain - Managing Partner, Acropolis

Capital Group.

Sahara Asset Management Company Private Limited:


Sahara Asset Management Company Pvt. Ltd. is a professional Mutual Fund House

which manages 16 Mutual Fund Schemes in both Equity and Debt Segments. The

Schemes have shown consistent and noteworthy performances. Sahara Banking &

Financial Services Fund has been adjudged the Best Performing Banking Sector

Fund over a 3-year Performance by the International Agency “Lippers.” The team

follows a disciplined and professional approach in delivering high quality and

consistent performances

Sahara Sports:


Subrata Roy Sahara Stadium

Sahara pulls out of IPL, not to renew BCCI sponsorship The decision comes after

the Lucknow-based firm's demand to bring down the franchisee fee was not agreed

upon by the Board of Control for Cricket in India (BCCI). "It is firm and final

decision of Sahara to withdraw from IPL," said a Sahara Statement

Pune Warriors India


Sahara Adventure Sports Limited acquired Pune Warriors India, a franchise cricket

team that plays in the Indian Premier League (IPL) for Rs. 1702 crores ($370

million). The team was one of two new franchises added to the IPL for the 2011

season, alongside the Kochi Tuskers Kerala. The bid for the Pune franchise on 21

March 2010, is the highest bid by any company in the history of IPL

Sahara Force India F1 Team

In October 2011, Sahara acquired 42.5% of the Force India Formula 1 Team for an estimated $US 100 million.


Teams and Events Sponsored by Sahara:

• Indian cricket team

• Indian wrestlers

• India men's national field hockey team

• India national women's cricket team

• India women's national field hockey team

• 2010 Commonwealth Games

• Bangladesh cricket team

Media & Entertainment:


Electronic Media

The group owns the national Hindi News Channel Samay, consisting of 36 city

specific regional news channels Sahara Samay.

Sahara One- A General entertainment channel.

Filmy- A Hindi movie channel.

Firangi- An entertainment channel.

Print Media

The group owns publishes and sells one magazine in English, 7 editions of Hindi

Daily Newspaper Rashtriya Sahara, nine editions of Urdu Daily Newspaper

Roznama Rashtriya Sahara and one International Urdu Weekly, Rashtriya Sahara

Hospitality:


Dream Downtown - New York Plaza Hotel - New York Grosvenor House Hotel – London

The group also owns the Grosvenor House Hotel in London (UK)

Sahara Star – Mumbai


The group owns the hotel "Sahara Star" in Mumbai, a 5-Star Hotel spread over

7.42 acres adjacent to the Chhatrapati Shivaji International Airport. Currently it has

210 guest rooms, 13 suites and 9 restaurants. It contains World's largest pillarless

clear-to-sky dome of its kind, World's first Hemisphere-shaped Glass Elevators,

Marine Aquarium, Lagoon area, Inward and Outward facing rooms, Glass Roof

rooms, Parking and shall have amenities like Sahara Health and Wellness Centre,

Multi-cuisine restaurants and Preview theatre.

Finance:


Sahara India Life Insurance Company Ltd. SILICL), is a Life Insurance Company

in the private sector. (cn) The company offers life insurance policies catering to

individuals of all ages and segments.

Health care

The group owns a hospital in Lucknow. The hospital was opened in 2009. This

hospital got operational in February 2009 and is currently operating with

approximately 350 beds, including 120 bed Critical Care Infrastructure and

expandable to 554 beds. It is spread on 31 acres and as a Multispecialty, Tertiary

care destination, Sahara Hospital offers a high order of integrated quality.


COMPANY PROFILE


Retail Venture - Sahara Q Shop:

Sahara Q Shop is the quality consumer merchandise venture of Sahara India

Pariwar which provides 100% unadulterated, pure and quality products at the

most competitive prices. This page is managed by Corporate Communicatins,

Sahara India Pariwar

Its aim is to provide pure, and adulteration-free products to the esteemed citizens

of the country.

Sahara Q Shop's unbeatable advantages Pure, Adulteration-free and Quality

products. 100% disclosure policy. 100% right weight/quantity.

Mission

Q = Quality = Our Mission

Description:First time in India, we are setting up the largest retail & distribution network with

305 warehouses spread across 285 cities, more than 25,000 vehicles of various


types of distribution vehicles, wherein we will be selling our own branded products

in FMCG (Food, Oil, Shampoo etc), general merchandising, consumer durables,

information technology products, lifestyle products, aspirational products like gold

jewelry, cars, housing units, luxury cars, diamond jewelry, penthouses etc.

Sahara Q Shop is the brand name of Sahara India’s mega Quality Consumer

Merchandise Retail Venture.

Sahara Q Shop offers completely adulteration-free, 100% quality consumer

merchandise products in various categories, such as staples, processed foods,

personal care products, home care products, general merchandise and lifestyle

products, at most competitive prices. You can receive these 100% quality household

items every month in the comfort of your home.

Quality is a fundamental value offered at Sahara Q Shop. It has adopted an

integrated approach towards the same by setting up a ‘Sahara Quality Management

System’ (SQMS), comprising ‘Quality Control’ and ‘Quality Assurance’

departments to achieve end-to-end quality control – from raw material procurement

to manufacturing to packaging to delivery at the doorstep of the esteemed customer.

Sahara Q Shop’s unbeatable advantages:

1. 100% commitment to quality

2. Most competitive price

3. Doorstep delivery of products under strict supervision


4. Right weight/quantity

5. 100% disclosure policy across all products

6. Convenience of phone shopping

7. State-of-the-art Quality Control labs in New Delhi, Mumbai, Lucknow,

Nagpur ,Hyderabad, Kolkata and Patna

General Information:

Launched August 13, 2012

Products: FMCG and general merchandise including Staples, Processed

Foods, Personal Care Products and Home Care Products.

Contact Info: 0522-6656565(50 Lines)

Website: http://www.saharaqshop.com


http://www.saharaqshop.com/

http://www.facebook.com/photo.php?fbid=546598848703819&set=a.265768093453564.70795.152306551466386&type=1&relevant_count=1

Products Of Shop

Wide range of products are:

1. Staples

2. Processed Foods

3. Personal Care Products

4. Home Care Products


5. General Merchandise


Sahara Q Shop Product Profile

Home Care Q water Personal Care General Merchandiser

CDITFood Products

Pulses

Spices

Wash Powder

Detergent

Oil

Shampoo

PDW

NMW

Utensils

Apparels

Mixer

Iron

http://www.facebook.com/photo.php?fbid=587780357919001&set=a.265768093453564.70795.152306551466386&type=1&relevant_count=1

leanin


Rice

Flours

Toilet Cleaner

Dish wash lqw

Skin Cream

Toothpaste

Soda

Energy Drinks

Clening items Toaster

Home Theatre

Oil & Ghee

Dry Fruits

Noodles

Floor Cleaner Soap

Nimbooz DVD player

Coconut Water

Mosquito coil Hand wash

Glass Cleaner Talc

Beverages

Sugar & Salt

Water Products Range: Natural Mineral Water

Packaged Drinking Water

Natural Mineral Water:


Natural Mineral Water Comes from the Himalayan Rang and our source is artesian

well.

Our SKU’s –

1 ltrs.

500 ML

250 ML

Natural Mineral Water

Cleanses the body


Refreshes the spirit

Revives the soul

What Makes The Best Natural Mineral Water?

• Source

comes to you in all its untouched purity, right from its source. Gushing from an acquifer with intense pressure, the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level, powerfully and consistently

• Taste

water has a subtle, distinct, sweet and mellow taste. Natural mineral

waters which are high in calcium, magnesium and bicarbonates tend to taste

dull and chalky. Since Q is free from Calcium carbonate and magnesium

carbonate salts it makes it less chalky thus ensuring the sweet taste of purity.

Alkaline

has the highest PH which makes it more alkaline antiacidic and alkaline

water helps to neutralize acids and remove toxins from the body. It helps to

cleanse our system thus making it a great choice for our health conscious

consumers.

Packaged Drinking Water:


We develop 71 co-packer across the country.Parameter of all the plants are same.

Our sku’s-

1 Ltr.

500 ML

250 ML

2 Ltr. (Coming Soon)

20 Ltrs. Jar

200 ML Cup (Coming Soon)

250 ML Pouch (Coming Soon)

Other Products:


Soda(PET & CAN)

Energy Drinks

Enriched Drinking Water(Bouquet)

Swiss International Natural Mineral Water

Sparkling Natural Mineral Water from Himalayas.

Sparkling Natural Mineral water from Alps.

NimbooZ

Coconut Water

The Flow Chart Of Purification Of Water


Distribution Of Water:


water have an effective and efficient distribution network Q have their own

Depot vehicle. In Delhi we have 250 Depot , which are used for distribution. There,

is whole team of managers who are involved in managing this distribution network.

Delhi have divided whole Delhi in routes, these routes are allocated to respective

salesman. In morning when trucks are loaded these salesman cover their route and

try to supply Q water to as many retailers as possible, these salesman are given

some targets.

There are --- routs in Delhi there are some routes which are considered as dead

route it means that there is no sale or zero sales on this route.

Corporate Social Responsibility (CSR):

An Emotional Commitment Towards Society


Mega Rehabilitation Project: Sahara Gram

Adoption of families of Kargil Martyrs

Financial Assistance to the families of Mumbai Martyrs

Programmes for Handicapped(Sahyog)

Sakshar Bharat (Literacy Programme)

Government Parameters:

The government has laid certain parameters for the water industry.


They are as follows,

There should be a good water table in the plant area, where extraction will be

done.

The processed water should be recycled through, water harvesting

techniques.

The processes are reviewed by government agencies from time to time and

issued certification thereafter.

Objectives:

To understand the supply chain of Q packaged drinking water.

To find new market opportunity for the packaging drinking water.


To formulate strategies for the new market penetration.

To study the challenges faced by a Q water in order to penetrate a market.

To know the proper distribution channel of Q-Water.

To know the strong availability of Q-Water and its competitors.

To know the delivery system of Q-Water.

To know how to make distributor as well as super stockiest.

To know about the various market and its behaviours towards bottle water .


METHODOLOGY

Methodology:

Training was done in the two phases

1- On The Job Training :

The project title for the on the job training is the “Product Placement &

Market Penetration”

2- Market Research :


The Project Title for the Research Project is the “Study of Consumers

Perception & Retailers Expectation”


ON THE JOB TRAINING

“Product Placement & Market

Penetration”

Details Of Work Assigned:

In my summer training at SAHARA Q SHOP. I was working under Mr. Nasir

Husain, Manager Sales Delhi/NCR .My work was to find new market opportunity

for the Q water recently launched by SAHARA Q SHOP.

My work includes in beat planning, product placement and market penetration for

the package drinking water of Sahara Q shop.


I went to the various markets and convince the retailers to give order .After getting

the orders of Q package drinking water from the various market I report to my

superior and ask him to join me in meeting. In meeting I give detailed information

about the whole day activities like about order, what problem I faced etc .On

Sunday many retailers use to give order via call and then I use to inform distributor

to deliver the water cases on time. I visit approximately 70 outlet daily and take

orders of approximately 100 cases daily and then I use to deliver the order on time

and at the end of every day I submit the DSR report to my senior or industry

mentor.

What I did?

Total days spend by me on training -70

Total market covered by me - 8

Total outlet visited by me – 200

Total outlet converted by me - 100


Total call daily base -70

Total ordered taken by me – 5000 cases

Total delivered ordered by me – 4000 cases

Total Sales Rs.-512000

I took extra initiative to develop SS (super stockist) .As well as

distributor who will cover whole south Delhi. This SS was not there

before.

Serial

Number

Week Job Description

1 1st Week Basic Learning of about the company and its

product and its rate and how to make call on the

shop

2 2nd Week Visiting of different market to know about the


various brand already existing in the market for

making sales of our product and taking Order

3 3rd Week Taking ordered from the various market and find

out the problems

4 4th Week Finding the New opportunities for package drinking

water by visiting various markets and restaurants

5 5th Week Visiting markets taking orders, discovering new

outlets & follow ups

6 6th Week Learning the process of making SS(super stockiest)

and distributor

7 7th Week Follow ups & taking feedback about the quality of

product & services offered.

And market research

Week Wise Description Of Activities:


Market Covered

INA

AIIMS

SABDARJA

NG

SAROJN

I

PILLANGI

CHANAKYAPURI

LAJP

AT NAGAR

KHANNA MARKET

05

10152025303540

TOTAL OUTLETSCOVEREDUNCOVERED

Key Observations:

Shopkeepers and consumers does not give the value as a brand for our

product


1-INA Market

2-Aiims

3-Safdarjang Hospital

4-Sarojni Market

5-Pillangi Market

6-Chanakyapuri

7-Lajpat Market

8-Khanna Market

7/9/2013

REPORT

Packaging is not good according to the consumer and retailers

Branding nil -advertisement, newspaper etc.

SKU(Store keeping Unit) all water variants like 500ml,250ml,20 ltr not

available

The letter ‘Q’ on the bottle not accepted by the shopkeepers and consumers

also

Manipulation –Regarding display scheme


MARKET RESEARCH

“Study Of Consumers Perception &

Retailers Expectation”


Objectives of Research:

To understand the buying behaviour towards packaged drinking water among

corporate offices in DELHI/NCR region.

To know the awareness of Q-Water among people

To know the consumer satisfaction regarding the quantity offered by Q-

Water

To know the different attitudes of people regarding purity, taste, health

consciousness, attracting packaging and advertisement

To know the different companies which are involved in the PDW&NMW

water sector

To determine the positioning of various brand in the mind of consumers as

well as retailers

To know about the possible reasons that lead to brand switch over


Methodology:

A Research Methodology defines the purpose of the research, how it proceeds, how

to measure progress and what constitute success with respect to the objectives

determined for carrying out the research study.

Research Design:

Survey research uses questionnaires and interviews to collect information about

people’s attitudes, beliefs, feelings, behaviors, and lifestyles. Cross-sectional survey

designs survey a single group of respondents, whereas a successive independent

samples survey design surveys different samples at two or more points in time. A

panel or longitudinal survey design surveys a single sample of respondents on more

than one occasion.

Since the retailers and the company executives had to be interviewed personally, a

mix of independent samples survey design and panel survey design was used. The

basic objective was to understand their perception and take on the market as a

whole, so as to help develop a holistic strategy.


Descriptive Research

This kind of research has the primary objective of development of insights into the

problem. It studies the main areas where the problem lies and also tries to evaluate

some appropriate courses of action.

Steps In The Descriptive Research:

Statement of the problem

Identification of information needed to solve the problem

Selection or development of instruments for gathering the information

Identification of target population and determination of sampling Plan.

Design of procedure for information collection

Collection of information

Analysis of information

Generalizations and/or predictions


Sampling Plan:

The sample of survey would be taken on the following basis

Sample frame: - Various market Delhi/NCR

Sample units: - Randomly selected people and retailers in the market

Sample size: - 200

Sample retailers: – 100

Sample consumers: - 100

Target sample: - any age group

Time frame: - One weak


Exploratory Research:

The method I used for exploratory research was:-

Primary Data

Secondary data

The data collected from the exploratory research provided us with the different

factors that a retailers and consumers looks for the drinking water

Data Collection:

The research was carried out by personally visiting more than two hundred retail

stores with the sample

Complete data for this project is based on primary research carried out through

regular field visits.

Measurement techniques:

Rank order scale

In order to know the preference of this method is used to rank the various brand


Likert scale

This scale would be used to find out how the respondents perceive about the

drinking water

Dichotomous Questions

These questions would be asked to get an objective answer

Willingness of respondents ,personal questions like name ,age, address ,mobile no.

Questionnaire and Pretesting

The questionnaires were developed after a meticulous market study. A basic

understanding of the project related concepts was developed on initial visits through

observation and general discussions. Based on these findings, it was felt that a total

of 2 questionnaires need to be developed in order to carry out an in-depth analysis

for benchmarking and strategy formulation. They were

•Retailer Survey

This was designed to get the view-points of the retailers, since they form a crucial

link in the supply chain and are the first touch point with the consumers. Concepts

such as promotions, schemes, visibility, service levels and sales were covered. It

comprised of basic figures-obtaining, opinion based, multiple choice and open-

ended questions.

Pretesting of the questionnaires was done through discussions with the Industry

mentor Mr.Nasir Husain and general interactions with the retailers.


Findings and Analysis:

1. Brands of Packaged Drinking Water (PWD) stored by retailers?

Nearly all of the retailers had Bisleri bottled water with them, since it has become a

generic brand name. Kinley was the other most wanted brand. These two brands

enjoy trust of masses when it comes to water, especially in the harsh summer

seasons. The other brands which enjoy the trust are Bonaqua , Baileys, and

Aquafina. This season we also noticed great market acceptability of More and Orus

which was basically due to two major reasons, one, they provided very good

margins and second, they had attractive packaging as well.


-Bisleri

-kinley

-Aquafi

na

Bonaqua

Bailey

s

Kingfish

er

MacDowell

’sH2GO

MoreOru

s

85

60

30

10 10 15 10 9 1219

Chart TitleSeries1

Q-2 Reasons for not stocking Sahara Q PDW ?

there is very less demand of SaharaQ PDW

21%

Margins are not competitive/good enough.

19%

did not liked the Bottle Design18%

Distribution is not regular.14%

there is less brand awareness of the SaharaQ Shop

12%

No special entry schemes/bene-fits were given.

10%

there is less demand of the PDW7%

Chart Title

Majority of the retailers did not store Sahara Q Water. We asked them the reason

for it which gave us insight about the reasons for non availability of our water. The

major findings were that customers did not preferr the Sahara Q Water along with it

retailers considered margins not be competitive enough. They even did not liked the

bottle design and mentioned that the bottle did not looked like that of the premium

segment as it was priced at. Since there had been a storming of all the markets

covered and a few were followed up, we were not able to follow up. Retailers

wanted a local distribution and a continuous supply. Along with that the low

advertisements, no special schemes like free samples was a demand from a limited

number of retailers.


Q-3 what helps other brands in selling?

92

56

8773

86

Chart TitleSeries1

The market leaders enjoy the brand image has already been established and there is

pull from the market as customers ask for these brands and may or may not consider

other brands, only if the main brands are not present at the retailer.

The reason for keeping local brands is that they offer the best margins and can be

sold cheaper than the MRP n still give good returns, which excites the retailers and

prompt them to sell the proactively.

Most of the big players have a properly established distribution channel in place,

which ensures proper delivery of the water in normal days and also in case sudden

demand arises.Very few complaints come up against these brands, which is also a

good for their reputation.


Q- 4 price range of PDW products

-10 to 15 -15 to 18 -18 to 20. - Above 20

13

84

28

3

Chart TitleSeries1

A large portion of Indian market is captured by water pouches covering an entirely

different segment. Most of the brands had maintained their MRP between Rs.15 and

18 for most of the markets with exception of South Delhi where the price were

maintained at Rs.20 per bottle.


Q- 5. The margins various brands were giving (in a carton of 12 bottles)

bisleri Kinley Aquafina local brands Sahara

76 86

216

151

94

Chart TitleSeries1

With exception of Aquafina and local brands which offered huge margins other

brands offered nearly same margin. Aquafina gave free carton of water along with

its coldrinks.


Q-6 Customers ask for_______ when they come to buy PDW.?

80%

20%

Chart Title - A particular brand. - Any bottled water.

Majority of the customers asked for Bisleri and Kinley instead of asking for bottled

water as these brands have very high market acceptability.


Q-7- Your recommendations for the Sahara Q PDW product ?.

-free samples

more advertisements

reduce prices

- Bottle Design n looks

-local distributor

More margin

30

43

65

70

83

85

Chart TitleSeries1

On being asked about the reasons for not placing the product or for

changes/recommendations they want were that they were unhappy about the low

margin along with low advertisements.

They also wanted the appearance of the product to be changed along with reduced

MRP as they considered it would help in improving the selling.


CONCLUSIONS

For awareness

In term of awareness people are aware of our brand name of Sahra but not

aware of the name of Q water.

For product design

We have an example of Kinley which changed the market scenario from

being a laggard to a competitor to a well establish brand Bisleri.

Other established brands too have good design. They also have either

translucent label or wrap-around label which is attractive too.

Most of the people like the advertisement of the Bislery and have the brand

image in the mind

There is a great scope for improvement as we can improve upon the bottle

design and its label.

For MRP:-

MRP was changed during the research process itself depending upon the market we

were entering into. For South Delhi the MRP was fixed at Rs.20 and Rs.18 for East

Delhi. When confronted with the dilemma of reducing the price below Rs.18 in East

Delhi our industry mentor cautioned about the brand image which once gone down

will be difficult to built up, citing examples of MacDowell’s and Kingfisher.


For margins for the retailers:-

Currently the market leader bisleri gives least margin of Rs.76/carton while giving

more to the distributors. Then comes Kinley with Rs.86/carton. Local brands like

More and Orus can afford to give a huge margin of Rs.151. Aquafina gives away a

carton with each pack of its 2 litre cold drinks. Our cost of one carton comes to be

around Rs.105/carton. Considering the fact that Q Shop has support of parent

Sahara Company, we can afford to increase the margin, below the cost for a season

or two. From then on we can sell at competitive prices.

For distribution:-

we can have two to three Super stockists who have experience in the field and can

manage atleast10 distributors under them.

Freebies: - Occasional freebies like ice-boxes, refrigerators can be provided to

retailrs with large quantity of sale.


LIMITATIONS

Every work has its own limitations. Limitations are the extent to which the process

should not exceed.

The following limitations for the project are:-

Duration of project was not enough to make our conclusion on such a vast

project. Time constraints have also become a major limitation.

The sample size taken for drawing the conclusion was not sizeable.

Ignorance was faced during discussions with respondents


RECOMMENDATIONS

• There should be Strong distribution network

• There should be target incentive for the distributors

• The name of Sahara and logo should be large rather than Q

• There should be two types of Display scheme for the retailers

1-Natural display scheme means fixed ,not based on sale

2-Hot display based on sales

• There should be promotional instrument like ice box, display stand ,

Visi cooler for the retailers.

• There should be daily service in the market either sale is there or not

• There is intense competition in the market so more advertisement should be

done to have an edge in the market.

• The numbers of small dealer should be increased to make proper and easy

availability of water.

• The new offers and packages should be launched time to time in order to

attract new customers.

• The company should introduce some free gift coupons or vouchers to reward

its existing and loyal customers. It will help in maintaining good relationship

with customers and even attract new customers.

• The company should reward its best performing sales executive in terms of

incentives or some worthy gifts, so to encourage others to perform well.


MAJOR LEARNING

My major learning during Internship is following:

I learned how to build relationship with retailers as well as distributor.

I get to know about the distribution of drinking water.

I get to know how to make distributor and SS (super Stockiest)

I learn how sales team work and how the targets are achieved.

I learned Importance of distribution channel and services.

I learned Product Awareness is the 1st need indeed.

I learned Importance of display and Personal Relationship.

I get to know how to convince the retailers as well as consumers

I learned how to negotiate with the retailers

I learned about the market behavior as well as its competitors

I learned how the things work out in the actual field of work

I understood more while doing the work as compare to classroom knowledge

as I was experiencing it.


BIBLIOGRAPHY

BOOKS:-

Marketing Management By Philip Kotlar.

Advertising Sales And Promotion Management By S.A. Chunawalia.

Research Methodology By C.R. Kothari.

WEB:-

www.sahara.com

www.sahara.info/qshop

www.google.com

www.mineralwaters.org

www.rediffnews.com

www.wikipedia.com


ANNEXURE


QUESTIONNAIRE

Dear Sir/Madam,

We are doing a brief survey to find out more about consumer preferences regarding

cell phones. We would be grateful if you could spare a few minutes to participate in

it. Thank you for co-operation.

Name: ______________________________

Date: _______________________________

Questionnaire to study retailers’ perception of Sahara Q brand vis-à-vis

competition.

1. Name of the shop?

------------------------------

2. Area/location of the shop?

-----------------------------------


3. Which brand of Packaged Drinking Water (PWD) do you store?

Bisleri

Kinley

Aquafina

Bonaqua

Baileys

Kingfisher

MacDowell’s

H2GO

More

Oras

Q water

Others ________

4. Do Sahara Q Shop Water distribution representatives come to your shop often?

Yes

No

5. Have you ever listen about Sahara Q PWD?

Yes

No


6. Do you stock Sahara Q PWD?

Yes

No

7. If no, then why not?

Margins are not competitive/good enough.

There is less demand of the PDW

There is very less demand of SaharaQ PDW

There is less brand awareness of the SaharaQ PDW.

Distributors are not coming in regularly.

No special entry schemes/benefits were given.

What makes you sell other brands?

Customer demand.

Getting better profit margin from others.

Brand image.

Proper distribution channel.

less complaints.


8. How many distributors are dealing with you?

Only 1

1-2

2 to 3

4 to 5

More than 5

9. What do customers ask for when they come to buy PDW?

A particular brand.

Any bottled water.

Water pouches.

10. Do you sell PDW at…?.

MRP

More than MRP

less than MRP


11. Who is the major competitor of Sahara Q water ?

_____________________

12. What do you recommend the Sahara Q PDW product should make changes

about?

Adjustment of margins

Bottle Design and looks

Price range

Advertisements (promotion)

local distributor

Free samples

Display schemes

THANKS


s.no

Name of outlet Contact person Market name

Store name contact no.

type of outlet sale Remarks

1ltr

1Food Store Ramesh kumar Lagpat nagar hawker 8130956099 hawker

5 cases Asking for ice box

2 hawker Vijay Yadav Lagpat nagar hawker 9560955613 hawker 3 cases Asking for ice box

3Rajesh Juice Praveen Kumar Lagpat nagar

Rajesh juice hawker

2case+10 bottel Delivery Problem

Daily Sales Report (DSR) :

Agreement Of Display Scheme FormNew Delhi Institute of Management

To,

Sh./Smt. _____________________,

____________________________,

_____________________________,

Pin Code____________, State ___________.

Reference: Agreement of Display Scheme for Sahara Q Shop’s products.

Sir/Madam,

Pursuant to our visit dated _______________, We are pleased to confirm on the display scheme for M/s Sahara Q

Shop Unique Product Range Ltd. The Terms of your formal agreement shall be as follows:

1) Company will be giving _______no. of cases on start of every month of subsequent month closed.

2) You will be lifting minimum of _________no. of cases in the month and qualify for the slab.

3) You shall hot display company product range all the time during the scheme, which may be checked by

company officials anytime.

4) You shall keep minimum 12/24 bottles on hot Display at any point time, of scheme duration.

5) This scheme is valid for one month and will be confirmed in writing at start of any month.

6) This scheme can be withdrawn or terminated by company any time by giving its consent in writing.

7) Company person has final say and if inadequate display found during the scheme period, the agreement shall

be deemed cancelled.

8) Photograph of display with this agreement is most important requisite.

Thanking You, Received By:

Signature: ___________________ Signature____________________

Name : ______________________ Name: ______________________

Designation:__________________ Seal/Stamp:__________________

Date :______________________


sahar Q shop product range private limitted ajahar husain NDIM

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