8/11/2019 shubhm bisleri

1/48

8/11/2019 shubhm bisleri

2/48

2

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

Certificate from Bisleri International Pvt. Ltd

8/11/2019 shubhm bisleri

3/48

3

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

DECLARATION

I hereby declare that the Summer Training Project entitled "Factors affecting the

buying behavior of retailor for packaged drinking water" submitted by me to

Bisleri InternationalPvt Ltd., for Post Graduate Diploma in Management 2013-2015 is

absolutely general and consist of original work.

8/11/2019 shubhm bisleri

4/48

4

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

Acknowledgement

I would like to express my sincere gratitude to Bisleri International Pvt. Ltd for providing me

an Opportunity for this learning experience. I would like to express my deep gratitude to Mr.

MayankGarg Asst. Business Development Managerwho has been a great support and a

source of inspiration throughout my internship period. Without his guidance and continuous

support the project could not have been completed successfully.

This project would have been impossible without the support and co-operation of theMs.

AvantikaDwivedi Executive HRBisleri International Pvt. Ltd&Mr.GedionKamai

Placement head Era Business School. I am grateful to them for not only guiding me

through this project on a day to day basis, but also providing me unflinching support and

endless resources while I tried to get a foothold in my corporate experience.

It is indeed a moment of immense gratification for me to express my deepest gratitude to Dr.

SanjeevMarwah, Director Era Business School. Prof.Hemant Jain, Lecturer Era Business

School for providing me with an opportunity to carry out this project study and help me

create this report on Factors affecting the buying behavior of retailor for

packaged drinking water

I would also like to acknowledge the support of EBS for providing the valuable resources and

my professors who have taught me.

Last but not the least; I would like to thanks my batch mates for providing a helping hand as

Ill as continuous encouragement and motivation throughout the project.

8/11/2019 shubhm bisleri

5/48

5

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

PREFACE

Mineral Water under the name 'BISLERI' was first introduced in Mumbai in glass bottles in

two varieties - BUBBLY & STILL in 1965 by BISLERI Ltd., a company of Italian origin.

This company was started by Signor Felicia Bisleri who first brought the idea of selling

bottled water in India.

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

under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles &

finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and

the turnover has multiplied more than 20 times over a period of 10 years and the average

growth rate has been around 40% over this period.

BISLERI command a 60% market share of the organized market. Overwhelming popularity

of 'BISLERI' has made it synonymous to Mineral water & a household name.

Bisleri has developed 8 unique pack sizes to suit the need of every individual and they are

present in - 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable

packs & 5L, 20L which are the returnable packs.

This project is based upon the agenda to analyze the market share of Bisleri bottles in

particular markets of Delhi. The core aspect of the report will hover around the effect of price

increase of Bisleri 1lit bottle in the market. Things are also discussed related to the

Distribution system and problems occurring through it in the sales of Bisleri bottles.

What are those problems and what has been the effect of price increase of Bisleri 1ltr bottle

have been discussed in this report later. The project was carried out entirely in Delhi region.

This project is exploratory in nature.

8/11/2019 shubhm bisleri

6/48

6

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

Retailers of Mineral Water had been inquired and firsthand information is used to form this

report. It was tried at the level best to cater each and every single outlet of at least every

major market so that an authentic and productive result can be fetched out. Rather than asking

any set pattern of questions, retailers had been asked with distinctively different questions as

per there mood and convenience with the aim to fetch more and more information.

At the end of this report few observations are been quoted which Ire felt essential during the

whole procedure. I hope this report will add little knowledge to whosoever read it.

Table of Content

Contents

Acknowledgement.......................................................................................................................................... 4

Chapter 1 ......................................................................................................................................................... 8

Chapter 2 ......................................................................................................................................................... 9

FUTURE PLANS ................................................................................................................................................. 10

Promoters ........................................................................................................................................................ 11

Vision: .............................................................................................................................................................. 12

Mission: ........................................................... ................................................................. ................................ 12

Value: ............................................................................................................................................................... 12

Product line: .................................................................................................................................................. 13

Industry Analysis ........................................................................................................................................... 16

Potters Five Forces Model ................................................................................................................................ 16

SWOT Analysis ............................................................................................................................................... 18

Strength ........................................................................................................................................................... 18

Weakness ......................................................................................................................................................... 19

Opportunities ................................................................................................................................................... 19

Threats ............................................................................................................................................................. 20

HUMAN RESOURCES POLICIES ....................................................................................................................... 21

Chapter 4 ....................................................................................................................................................... 22

8/11/2019 shubhm bisleri

7/48

7

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

Chapter 5 ....................................................................................................................................................... 23

Chapter 6 ....................................................................................................................................................... 28

8/11/2019 shubhm bisleri

8/48

8

Shubham Kumar Mishra/Summer Internship/PGDM 2013-2015/EBS

Chapter 1

Executive Summary

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

least not the way I know it. In today's living condition, the need for Pure Drinking Water is

becoming the issue for the common man.

There are rapid changes that are taking place in pollution is on an increase. The main source

of drinking water is river and downstream which have also not been able to escape the

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

an advent of ceramic water filters, which filters the dust and suspended particles but

dissolved impurities and microbiological impurities are not cleared out. The mineral balance

is also not maintained.

A brand that pioneered the concept of mineral water, bottled with its distinct green label,

Bisleri, today, is a household name. PoIred by 17 owned plants, 33 co-packers, 11 franchisees

and a wide distribution and retail network pan India,