PLACE:-Place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country PRICE:-Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs. In India, where the majority of the population comprise of the middl income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decisions. Bisleri has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of litres, making Bisleri both convenient and affordable. The company is following a very aggressive pricing. Its product is available at a very reasonable price. PROMOTION:-Modem marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers, companies must also communicate with their customers, and what they communicate should not be lefi to chance. A Company’s total marketing communications program- called its Promotion Mix consists of specific blend of advertising, personal selling, sales promotion, and public relations tools that the company uses to pursue its advertising and marketing objectives.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 botiles 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. Currently Bisleri has 11 franchisees and 8 plants across Indi . with plans of setting up 4 new plants on the anvil, The overwhelming popularity of 'Bisleri' and 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 Intemational standards, they have recently procured the latest 4Bislert is a brand of bottled water in India. Bisleri has 36% market share in packaged drinking water in India. It is available in & pack si: S0ml cups, 250m! bottles, 800ml, | litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations run throughout the subcontinent of India and is one of the leading bottled water supplying companies in India, As of 23 October 2012, Bisleri has 18 plants, 13 franchisees & $8 contract packers all over India, The composition of Bisleri Water in milligrams per litre (mg/ + 80-120ppm TDS © 6.5-7.5-ph factor © 75ppm-Calcium © 200ppm-Chlorides © 30ppm-Magnesium Bisleri was originally an Italian company created by Signor Felice Bisleri, who first brought the idea of selling bottled water in India. Bisleri originated in Italy a place called Nocera Umbra from a spring called Angelica, In 1965, it was introduced in Mumbai in glass bottles in two varietes - bubbly & still. In 1969, it was bought over by Parle!" Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. The original Parle company was split into three separate companies owned by the different factions of the original Chauhan family: © Parle Bisley d by ketan kale + Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack) + Parle Agro, led by Prakash Chauhan and hi, Alisha and Nadia (owner of the brands such as Frooti and Appy) In 1995 Ramesh J. Chauhan started expanding Bisleri operations. In 2003 Bisleri announced its venture to Europe. All shares are held by Mr Ramesh J Chauhan and his family. The brand name Bisleri is so popular in India that it is used as generic name for bottled water.With little belief in the distributor system, the company leverages its large fleet of trucks to supply bottled water directly to retailers through a system called ‘route selling’ where the driver of the truck is trained to be a service person. A critical component, this system, according to him, ensures that the water supplied is fresh and bottles are in good shape. Though route selling is more expensive than the more commonly followed method of appointing distributors in different towns, he says, itis more effective,DISTRIBUTION SYSTEM. Bisleri’s esteemed clientele include large institutions and prestigious outlet: few of which have been listed as per the annexure: © President house © PM house © Jetairways © Air India © Ashok hotel © Maurya Sheraton © Hotel metropolitan © Hotel Radisson *® =NSCI club © Officers club © ICICI Lombard © ICICI prudential © Oriental bank of commerce © Punjab national bank ° UT © Corporation bank © Russian embassy © Times of IndiaMARKET B Do you have Fridge provided by any company Fridge provided by any company Total N 109 Y 49 Grand Total 158 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.Q.2 Do you sell mineral water at your shop? MARKETA Do you sell mineral water? Total N 15 Y 102 Grand Total 17 © 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.Top Brands of Mineral Water in India: * Bisleri: It becomes the synonym of mineral water in India. This is market leader and most trusted brand in this category. It enjoys the highest commitment and loyalty in market. + Himalayan (Product of Tata Global Beverages ): Himalayan — redefining the mineral water category in India Himalayan is endowed with the wellness of vital organic minerals. The water is untouched and unprocessed, with a unique taste acquired over 20 years of percolation, as it makes its way to the underground aquifer located in the Shivalik range of the Himalayas. The appeal of the brand lies in its high quality natural water and premium imagery. «Kinley (Product of Coca Cola): Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. © Aquafina (Product of Pepsico India)Aquafina goes through a five step state-of- the-art purification process to give consumers pure water and perfect taste. Bottled across India in 19 plants, Aquafina is available across more than half a million outlets. Catering to diverse consumer needs and occasions, it is available in various pack sizes like 300ml, 500ml, | Itr and 2 Itr bottles and in bulk water jars of 25 Itrs. * Bailey's (Product of Parle-Agro): It is the first water brand to be issued an IST certification. The first to launch special four-sided 200m! bottles catering to premium airlines like Jet Airways and British Airways. Considering the fact that the water segment is growing at a staggering rate of 40%, the future is clearly Bailley. Bailley is available in 200ml, 300ml. 500ml, 1 ltr. & 2 ltr. PET and 5 Itr., 20 Itr., & 25 ltr. jarsIt is complete and an unbeatable plan designed specifically for attaining the marketing objective of a firm, The marketing objective indicates what the firm want to achieve. The marketing strategy provides the design for achieving them the linkage between marketing strategies and over all corporate success is indeed direct and vital. FORMULATING THE MARKETING STRATEGY- Formulating the marketing strategy consists of two main steps- 1- Selecting the target market- It does not fully bring out the import of the inseparable linkage between the two. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined, defined and expressed. 2-Assembling the marketing mix- Assembling the marketing mix means assembling the four P’s of marketing in the right combination The firm has to find out how it can generate the best sales and profit. It plans different marketing mixes with varying levels of expenditure on each element and tries to figure out the effectiveness of each combination in terms of the possible sales and profit. ADVERTISING CAMPAIGN; While designing the advertisement campaign, it is necessary to keep in mind theCONCLUSIONS Bisleri provides seamless packaged drinking water services and 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 investments. Bisleri is pioneer of the industry. Some of the Points that can be concluded are: © Bisleri is a high 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 ltr bottle which sells most. © Bisleri Has a very wide and the largest distribution network in the industry. © Bisleri is the market leader in the sector, enjoying almost 50% market share. 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.Selection Criteria for Salesmen: The distributor has set certain criteria for the selection of salesmen. These criteria become even more important as the attrition level has to be taken care of and the importance of salesmen in bringing more business. 1) The candidate must be at least a higher secondary pass, 2) The candidate must have knowledge of local language. 3) Candidates with prior relevant work experience are preferred. 4) The candidate if from the territory is preferred. Incentives for the salesmen: A basic salary of around Rs 2000 to Rs 2500 is given irrespective of the performance of the salesman, Incentives are given in total as a lumpsum either at the end of the month or as bonus at any point of year. Thus the incentive for the sales people is Fixed Salary plus Bonus. Price Margins for the products: Based on the primary data from the distributor; following are the margins which the distributor gets from the company for various capacities: Capacity Cost Price Selling Price | Margin (Rs) | Schemes to (Liters) (Rsy/Crate — (Rs)/Crate Retailers % Liter (24pe | 170 180 10 2 bottles of per crate) 500ml are given free to retailersQ4 What kind of customer usually visit your shop for packaged drinking water? MARKETA KINDS OF CUSTOMERS VISITED Daily walkin 80% KINDS OF CUSTOMERS VISITED _ Frequency Daily walk-in 107 Regular Customer 19 Party & Marriage orders 8 Total 134The following table shows the growth in the package drinking water industry:- Growth rate In 1996-97 the sales of bisleri is 3-4% after that it increased to 10% in [Link]-a-days it increases to 90% and it is in high demand. Many people prefers bisleri bottle as a safe drinking water. In 2004-09 it increases to 90%. Mostly, it prefer by middle class and higher class of people. But due to its cheaper rate it is affordable lower class group also.MARKET B Do you Sell Mineral Water Do you sell mineral water Total N 38 Y 120 Grand Total 158, * 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.2000: BIS cancels Bisler's licence of a water bottling in Delhi [ Images ] since some of the bottles did not carry ISI label; the licence is restored one -and-a-half months later. 2002: Kinley overtakes Bisleri. The national retail stores audit by ORG -MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent. PRODUCTS AND SERVICES:- 1. 1ltr mineral water: 1tr Mineral Water under the name 'Bisleri’ was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. N . LSitr mineral wat [Link] Mineral Water under the name ‘Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. 3. 2ltr mineral water:- 2itr 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MARKET B WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL WATER Semmes No Response 13% Schemes 16% Margins aa WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL | Frequency WATER No Response 21 Quality — : 38 Margins 65 Schemes 26 Services 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. 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.MARKET A ARE YOU SATISFIED WITH BISLERI SUPPLIER No Response 21% Yes’ No 6% 18% Are you satisfied? Total No Response 28 N 21 Y nm Grand Total 7 © 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. There was a case of supply of special railway water of less MRP at normal rates. ‘There were few replacement problems with these respondants.COMPARISON OF MARKETING AND SELLING ACTIVITIES MARKETING brand value with campaign, promotion and encasing on the promotional of purchase aggressive point of other power brands of CCI, Kinley is creating media advertisement, are used for Mass hoardings, promotional campaign. Change in ete packaging to reposition its brand. Already having credence attribute | 4 PULL in the market and positioned itself as ‘safe’ in the minds of consumers, Has become a generic brand for mineral water and creating PULL entirely. SELLING | Trade schemes, retailers’ | No. much selling effort. Only incentive, distributor incentives | minimal retailers’ scheme. No fare meant for PUSH of the | credit for distributor, Hence product in the market. almost no PUSH. Markets entirely PULL driven. GaP Entire strategy is a combination | Entirely PULL driven market of PUSH and PULL. Hence no gap between marketing and selling activities. such exists Therefore the market share of Kinley has been increasing over the years. The only consideration is the different price for same discussed earlier product as which is killing the market share of it. with no or PUSH, Though Bisleri has turned out to minimal be generic name for mineral water but without any PUSH it might lose its market share to brands like Kinley or Aquafina. So Selling activities must be taken more seriously.MARKET B ARE YOU SATISFIED WITH BISLERI DISTRIBUTOR No Response 41% Are you satisfied with supplier? Total No response 65 N 54 Y 39 Grand 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 suppli Q.11 How often does he provide you a bill on your purchase? MARKET A.BISLERI’S DISTRIBUTION CHART: It’s obvious that availability holds the key to the market. For any product to be successfull the distribution system has to be really good. Distribution is the key. The consumer will pick up whatever is conveniently available and is pushed by the retailer. Just about anybody can invest money into a bottling plant or other facili ‘The really dirty work is distribution. Making fresh water available within a particular period of time is crucial for its success. His strategy is to build a direct distribution system at an all-India level. According to him, distribution in the Indian context requires experience. Bisleris retail distribution muscle is indeed great. With 16 bottling plants to churn out the product, Bisleri has around 80,000 outlets in the country with about 12,000 each in the metros of New Dethi and Mumbai. Mr. Chauhan intends to increase that to 10 lakh outlets and use around 2,000 trucks to criss-cross the nation, up from the current 1000.There are two types of promotion. 1. Advertising: In advertising the product is promoted by the means of advertisements such as TV adds newspapers ete. 2. Sales promotion: In sales promotion the product is promoted through sales such as discounts on products etc. Marketing Mix used by Bisleri The set of controllable tactical tools - product, price, promotion, and place (4 Ps), that the firm blends to produce the response it wants, in the target markets. The 4Ps PRODUCT:-The main product of the company is the mineral water by the name of Bisleri Mineral water. Other than mineral water the company has also the soda water under its brand name called the Bisleri Soda Water. The concept of bottled mineral water was introduced in India, first by Bisleri, and that is the reason, it has become a generic name for the mineral water. Bisleri has become a perfect synonym of the mineral water for the In dian consumers. The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product, which can be added as the additional benefits of the product. It is just water after all. This is what the Indian customers think of the bottled water. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. For example other than its core usage the product can provide for Intemet facilities using conversion.Q.1 What is your shop type? MARKET A Frequency of Shop Type Dairy and Type of shop Frequency of shop type Juice, Cold drinks & Food Stores 2 General / Kirana Store “4 Pan shop 16 Dairy and Medical Store 15 Total 7extraordinary" (the spelling of the punch line was designed to capture the consumer's attention). The campaign was successful and we were being noticed as someone who catered to the need for safe, healthy drinking water. However, the real boost to mineral water came in the early -to-mid-1980s when we switched to PVC packaging and later to PET bottles. The PET packaging did not just ensure better transparency = we could now show sparkling clear water to the consumers, It also meant better life for the water. Since 1995 [Link] [Link] 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. Presently it has 8 plants and 11 franchisees all over India. Bisleri command a 60% market share of the organized market. The journey till now 1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs 400 crore, 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2a litre.© 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. © 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. Q.9 What is your monthly consumption of Bisleri?(no. of cartons) MARKETA MONTHLY CONSUMPTION OF BISLERI? 150 & above 2% 100-150 10% 50-100 o% 25-50 17% YOUR MONTHLY CONSUMPTION OF BISLERI? Frequency | Percentage 0-25 4 65.06 25-50 4 16.87 50-100 5 6.02History of Bisleri in India Mineral bottled water in India under the name 'Bisleri' was first introduced in Mumbai by Bisleri Ltd., a company of Italian origin in 1965. Mineral bottled water were in glass bottles in two varieties - bubbly and still in 1965 This company was started by Signor Felice who first brought the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. In 1969 and started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non- returnable bottles and finally advanced to PET containers. Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prema Raturi: Can I be honest? When we bought Bisleri mineral water from the Italian company, Felice Bisleri, in 1969 — the company had been unable to market bottled water and wanted to exit the market -- we too did not see any potential for the product at that time. Asa soft drinks company, we had Thums Up, Gold Spot and Limca (cola, orange drink and lemonade) but no soft drink company was complete wi thout a soda. So we merely used the name and launched Bisleri soda with two variants - - carbonated and non-carbonated mineral water.Channels for our Corporate custom: i ; as) Distribution will ultimately drive brand success, at least for national level brands. Also, currently local/regional brands seem to be moving off the shelves. With Bisleri becoming a generic name for bottled drinking water, if it can manage the distribution of the product to make it available where the consumer needs it the most, it may well succeed in his gamble with water.RECOMMENDATIONS First of all Delhi is not a small city, company just have 3 sales man, Bisleri needs to make at least a team of 5 salesman to cover whole Delhi 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 in turn motivate suppliers who are not doing well to work hard. Every month a team of people must visit every shop in problem markets at least ones to remind them of there importance to company. Bisleri must give there good and regular customer's complimentary gifts to always keep them faithful towards company.MARKET B HOW OFTEN HE VISITS? Almost Every Day 1 Don't Buy % Twice or Thrice Bislert a Week 22% 17% Once a Week 27% Never 31% HOW OFTEN HE VISITS? Frequency Percentage Almost Every Day 4 2.53 |* * { — Twice or Thrice a Week 27 17.08 Once a Week 4B 27.22 —— _ | Never 49 | 31.01 1 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.ea ial) Dre Men Sac i licag Distribution Merchandising Direct distribution: In direct distribution, the bottling unit or the bottler partner has direct control over the activities of sales, delivery, and merchandising and local account management at the store level. Indirect distribution: In indirect distribution, an organization which is not part of the Coca-Cola system has control on one or more of the distribution elements (Sales, delivery, merchandising and local account management). Merchandising: Merchandising means communication with the consumer at the point of purchase to convey product benefit, value and Quality, Sales people and delivery personnel both have this responsibility. In certain locations special teams who go into business locations to specifically merchandise our products. Sales Force Management The distributor appoints their own salesmen for the distribution of goods to the retailers. Its salesmen also do door to door supply. The distributors have fixed different routes and every salesmen is assigned to one particular route to avoid any conflict. For the Distributor interviewed he had 5 different routes. Out of the 5 routes he had one route was the major route whereas the rest 4 were subsidiary routes.9: Which factors can lead to shift in Brand Preference? Ans: WHICH FACTOR(S) CAN LEAD TO SHIFT IN BRAND PREFERENCE? BRO SYSTEM QUALITY OPRICE gasp SERVICE @sésQ PACK DQ&PACK wP&S wQ,saP Fig. 14 The above pie- chart depicts different factors that the organizations think can lead to shift in their brand preference. As it early seen that major percentage is of the organizations who think price to be the top priority. Price was very important for them they thought that till none of their employees fall sick they are fine with the quality. Then comes quality, the organizations who think “health is wealth” come under this category. For these organizations their employees’ health is of major concer. Then, comes the combination of quality and price. Another factor that was also in good percentage was the combination of service & price. Service was also considered as an important factor for brand switching.ANALYSIS Different Brands of Packaged Drinking water on the Selling Matrix Low 3 5 g i : & é 3. PROBLEM SOLVING [micH Experience Attribute Uncertainty of untried brands Low HIGH Bisleri has placed itself on the 4" quadrant of the selling matrix with credence attribute where it is entirely now pull driven. Kinley at present is in the 2™ quadrant and is moving from the search attribute to the experience attribute. Margins earned by the retailers Name of the brands | Cost Price Selling price Profit margin Kinley Rs 12.25 Rs 14/15 Rs 1.75/2.75 Aquafina Rs 10.50 Rs 12 Rs 1.50 Bisleri Rs 10 Rs 12 Rs2MARKET B. Frequency of various brands being sold at retail outlets Fosters. Others 2% ™% Kingfieher 8% Kinley 12% 14% Brands Perwentage _| Froquency of various brands being sold at retail outlets Bisleri 43.66 62 Bailley 13.38 19 Aquafina 15S | 22 - Kinley 11.26 16 Kingfisher | 7.04 10 Fosters | 2.11 3 Others 7.04 10 Total 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 Bisler 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 salDo you feel that packaged drinking water has a seasonality effect? Ans: Yes: 60 No: 13 Notavailable; 27 Fig.9 Above pie chart shows that 60% of the corporate feel that water has seasonality effect which means that during summer season water is demanded more then in winters. While 30% don’t feel like this. Hence Bisleri should try to create its awareness more among consumers through advertisements, publicity, banners in summer season which will help it to increase its sales.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! BISLERI TODAY The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water. However in an effort to offer something special to there loyal consumers they have recently introduced Bisleri Natural Mountain Water - water brought to consumers from the foothills of the mountains situated in Himachal Pradesh. This newly launched offering has widened Bisleri’s product range to two variants: Bisleri with added minerals and Bisleri Mountain Water. Bisleri’s registered office is in Mumbai, VISION Our vision is to be the dominant player in the branded water business where the second player is less than 20% of our business. MISSION We are in the business to serve the customer. He is the most important person. He is the only one who pays. He deserves the best quality and presentation at a worth of the price. We must have world class quality, at the lowest production & distribution cost. This will make us an unbeatable leader, and will have satisfied loyal customers. VALUES Integrity, Leads Teamwork, Co-operation, Quality, Passion, Openness & Transparency.important factor which can change the brand preference of the corporate sector. This is the only reason why organizations are opting more local brands like hello, prime, shudh ete. as they are offering their product at less price like Rs. 25 — 40 for one 20 litre jar well branded packaged water are at Rs. 50- 60 for 20 litre jar. Quality is also the one of the factor but organizations are not ready to compromise over the price, they want quality but at the minimum price. So BISLERI should concentrate over their cost minimization factor. 6: How do you rate Bisleri with other players in the market? Ans: VERY GOOD BISLERI'S PERFORMANCE AGAINST IT'S COMPETITORS GVERY GOOD @cooo GSTANDARD CBAD Fig. 11 According to the above diagram Bisleri’s position in corporate market is almost satisfactory as 78 % rate Bisleri performance as good and 7% as very good. While 15% think Bisleri as standard brand in front of other bottled water players. Nobody rate Bisleri as poor brand. Hence through this we can conclude Bisleri"s performance as up to the mark but the only problem is Bisleri price which is Rs. 60 per 20 litres Which is the main obstacle due to which organizations are opting other local packaged water brands.Ans: Packaged: 73 corporate Non— Packaged: 27 corporate Preference of Packaged water packaged non-packaged Fig. 7 The above bar chart, according to the analysis depicts that there is high demand of packaged drinking water in the corporate sector.73% of the corporate are preferring packaged drinking water while 27% of them are preferring non-packaged drinking water like: aqua guard, own R.O. system, municipality water. Hence corporate world is opting packaged water rather then non — packaged one. Packaged water market has a good scope in corporate world.WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL WATER. Services No Response o% T% ‘Schemes Margins 40% WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL | Frequency WATER ‘No Response 8 | Quality 24 Margins 48 Schemes 30 Services 7100-150 8 9.63 150 & above 2 Al Total 83 100 MARKET B MONTHLY CONSUMPTION OF BISLERI7 100-150 o% 150 & above O% 025 68% YOUR MONTHLY CONSUMPTION OF BISLERI? | Frequency | Percentage 0-25 | 42 68.85 25-50 lis 29.50 50-100 u 1.68 100-150 lo 0 150 & above - T 0 o Total 61 100 * Itcan 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. O.10 Are vou satisfied with the services provided by Bisleri distributer?‘The general distribution channel of Bislert looks like this: MANUFACTUR COMPANY U 1 E COMPETITION oz-reme2: Which brand of packaged drinking water you are currently consuming? Ans: Bisleri: 4 Paras: 0 ‘Aquafina: 2 Hello: u Kinley: 4 Prime: 8 Kingfisher: 4 Aqua guard/R.O.: 27 Others [Glacier, Shudh, Mckinsey, Ganga ete.]: 30 Share of Bisleri in corporate sector 30 ee ——395 30 f 27 25 | 20 15 10 : | fs se eo ° 2 ¢ s = . 2 P 2 8 r = ° £ 5 £ a c = 2 = a 2 3 s = 3 o brands of water . Fig. 8 ‘The above figure shows the share of Bisleri water in corporate sector ie. only 14% and other branded water like aquafina, kingfisher. Kinley holds only 2 ~ 4 % share. Basically corporate market has been ruled by local players like hello, prime and other brands which hold 50% of the sector. And rest by aqua guard and own purified systems. Hence local brands are more preferable then branded one like BISLERI.Bisleri’s major segmentation variables for consumer markets. 250 ml cups Marriages, parties, Indian airlines travellers, Teenagers , college students and Roadside consumers. a ce Consumers demanding a little more water at just a little more price. 2 litres s ‘Small offices, shopkeepers, Households. Households, institutes, offices, Retail, shops, showrooms, Houscholds, institutes, offices, Schools and colleges. List of key management personnel © Director Mr. Kadeer Khan © Deputy General Manager Mr. Rohit Gupta © Franchise Manger Mr. Jalees AkmalMARKET B HOW OFTEN DOES HE PROVIDE YOU A BILL? I never ask for s ill 15% Always 31% Sometimes 32% HOW OFTEN DOES HE PROVIDE YOU A BILL? Frequency | Percentage Always 19 BLAS Sometimes 39.35 Never 9 14.75 I never ask fora bill ls 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. Q.12 Would you Iike to place any orderMARKET B Card Collected back Card collected back Total N 4 Y 84 | Grand 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 retail s even threw the cards away.5: Which factor can change your brand preference? RO/AQUAGUARD Q 3 QEPX+P S+P+Q Q+PX+S+P Where: Q PX S = Service Quality Price P = Packaging FACTORS AFFECTING BRAND | PREFERENCE opx mPK as asea OPKs oP Ks GaP Ker ms+P+d DarPKeseP Fig. 10 According to the above study price and quality combination is the most preferable one among the corporate sector i.e. 34% corporate are opting it, Then 11% of the refer price as the most important factor.9% of the corporate opt for price corporate pi of the most se combo. Hence through this it is concluded that price is oneI never ask for a bit 18% HOW OFTEN DOES HE PROVIDE YOU A BILL? Sometimes 2% HOW OFTEN DOES HE PROVIDE YOU A BILL? Frequency | Percentage Always, 35 42.16 Sometimes | 22 26.51 Never mn 13.25 Inever ask for a bill Is 18.07 Total 83 100To effectively devise and implement the best possible brand positioning strategies, companies must pay keen attention to their competitors. Markets have become too competitive to just focus on the consumer alone? Competitive Forces Michael Porter has identified five forces that determine the intrinsic long run attractiveness of a market or market segment: industry competitors, potential entrants, substitutes, buyers, and suppliers. His model is shown below: 1. Threat of Intense segment rivalry- A segment is unattractive if it already contains numerous, strong, or aggressive competitors. 2 ‘Threat of new entrants- A segment’s attractiveness varies with the height of its entry and exit barriers. The most attractive segment is one in which entry barriers are high and exit barriers are low. Threat of substitute produets- A segment is unattractive when there are actual or potential substitutes for the product. Substitutes place a limit on prices and on profit. 4. Threat of buyer's growing bargaining power- A segment is unattractive if buyers possess strong or growing bargaining power. ‘Threat of suppliers growing b: ining power- A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.Q.7 Does Bisleri distributor visit your shop? MARKET A Bisiori distributor visits your shop? Bisleri distributor visits your shop? Total N 30 Y 87 | Grand Total 7 * 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.MARKET B KINDS OF CUSTOMERS VISITED KINDS OF CUSTOMERS VISITED | Total | Daily walk-in 130 Regular Customer 8 Party & Marriage orders 3 | Total 41 ‘© By this question researcher is trying to find out that what are the kinds of customers, visiting retailers, for packaged drinking water, © Ils 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 Sltr pet jars. Q.5 What attracts you the most in choice of mineral water? MARK!8: How long are the organizations associated with the brand they are using? Ans: HOW LONG ARE THE ORGANIZATIONS ASSOCIATED WITH THE BRAND THEY ARE USING? 104 MONTHS: 84-8 MONTHS (08-12 MONTHS (COMORE THAN 12 MONTHS: Fig. 13 The above pie-chart depicts that how long are the organizations associated with the brand they were using. Most of the organizations lie between the category of 4-8 ‘months that's because there are different promotional schemes that keep on coming & entice the organizations to switch over to other brand, Brand loyal clients are in very less ratio i.e, the ones who are using the brand for more than one year.Q.3 Which mineral water do you sell at your shop? MARKET A Frequency of various brands being sold at retail outlets Brands | Percentage Frequency of various brands being sold at retail outlets Bisleri | 70 a Bailley | 7.5 9 Aquafina | 9.17 u Kinley 5 6 Kingfisher | 1.6 2 Fosters 84 I Others. 5.84 7 Total 100 120Observations & suggestion Our industrial visit for Bisleri started by entering the gate of Bisleri company situated at Andheri (E), The entire campaign of the Bisleri was in green color which shows the environmental friendly color The entire campaign was built around the tamper proof seals. The campaign focused on the safety provided by the "breakaway" seal, by illustrating the ease with which conventionally sealed bottles could be refilled and recycled. There was new design in the Bisleri products. The new design was patented to prevent it from being copied by others. The new pack is trendy and has been well accepted by the consumers as we have experienced in the case of 500 ml and $ liter sizes." The new pack also allowed better brand display. Vertical labeling was easier on flat sleeved packages. It made label information visible from all sides of the bottle. Consistent quality and taste are two of the principal differences between bottled water and tap water it means that the bottled water are safer then the tap water.3: How long your organization has been associated with this brand? Ans: biw 0-3 months b/w 4-6 months b/w 7-12 months above 12 months 13 2 24 4 Loyality towards brand 0 as }——}+—_ = a ft 15 = | ad 50 10 7 iE a ° o b biw 4-6 blw TAZ wer? Months Fig. 9 The above diagram shows that how loyal an organization is towards one particular brand. Maximum corporate i.e. 24% stick to one brand for 7 to 12 months, then 2 for 4 10 6 months only 14% are associated for more then a year. So this brings out the uncertain behavior of the corporate sector towards one brand. Corporate sector is demanding more innovations and more price discounts schemes ete. The one who is providing all that they immediately shifts to that advantageous brand. Hence, corporate are more demanding and less loyal towards the brand.Incentives for the salesmen: A basic salary of around Rs 2000 to Rs 2500 is given irrespective of the performance of the salesman. Incentives are given in total as a lumpsum either at the end of the month or as bonus at any point of year. Thus the incentive for the sales people is Fixed Salary plus Bonus. Price Margins for the products: Based on the primary data from the distributor; following are the margins which the distributor gets from the company for various capacities: Capacity Cost Price | Selling Price Margin (Rs) | Schemes to (Liters) (Rs)Crate —_ (Rs)/Crate Retailers % Liter (24pe | 170 180 10 2 bottles of per crate) 500ml are given free to retallers 1 (12pe per | 114 124 10 | 2bottles of 1L crate) | are given free | to retailers 2 (pe per) 148 158 6 1 bottle of 2L crate) Is given free ea 54 58 4 | Retailers prefer localSWOT ANALYSIS OF BISLERI STRENGHTS WEAKNESSES 4 Nearly 60% share in market. 4 Highly priced products. 4 Well established distribution High costs of production channel. + Distributers reluctant to change. 4 Initiaters advantage. 4 Brand recognisation 4 Only company in [Link] segment, 4 Best quality product accepted. OPPORTUNITIES: THREATS 4 Growing Indian packaged drinking Nearly 200 brands in this sector. ‘water market. ‘ Many new players entering + Expected to cross 1000 crore mark. market. + Competitors ability to invest. Eg-Pepsi and coke.7: Are you satisfied with Bislerl's awareness programmes, sales campaigns, advertising, and publicity? Ans: NO 65% Fig.12 The above survey shows the satisfaction among organizations regarding the Bisleri's sales promotion methods. And the results are like this 65% of them are not at all satisfied with Bisleri campaigns, advertising, and publicity. according to them Bisleri should more focus on its promotional activities like advertising, awareness among people, also put their banners, should provide more consumers benefit schemes.RESEARCH METHODOLOGY 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: * Itdescribes the characteristics of retailers in Delhi city ‘Iti carried out to estimate the approximate percentage of units in a specified population exhibiting certain behavior. ‘© Ithelps in determining the perception of product characteristics. © tthe certain predictions related to packaged drinking water. 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. SAMPLE UNIT As the project was being done for the Delhi branch of the Bisleri the sample unit taken was retailers of Delhi city. SAMPLE SIZE The sample size selected was 50 respondents. This was due to the time and resource constraint faced by the researcher during the project. 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.How many scheme cards were collected back of 265 distributed to shopkeepers? MARKET A Card Collected back Cards collected Total N St Y 66 Grand Total 7 © 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.4 of Marketing 4p’s of marketing is the base of marketing. The decisions in marketing namely depends on mix marketing .This concept give sense to the owner that in what way product can be produced in market. A manufacturer can capture the market by applying 4p’s systemically. 4p’s of marketing is as under: 1. Product 2. Price 3. Place (distribution) 4. Promotion There are two types of promotion- 1. advertising 2. sales promotion 3. 1 Product:-Product is anything that is offered to satisfy needs and ‘wants of the customer. So that they can easily survive. 2. Prlce:When ever company launches a product in the market they have to fix certain price according to the product so that customer buys the product economically. 3. Place (distributton):-Place is also called distribution. If a company launches a product in market it should be made available conveniently so that the consumer can casily buy it. If distribution is not proper in the market the product may fail. 4. Promotion:- Promotion is the mode of communicating with the customer. This is the area where people get to know about the product.© 250m! © 500m! eile © site © hr © Site 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. SUMMARY OF GIFTS DISTRIBUTED [Link] | GIFTS MARKETA. 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MARKET B Frequency of Shop Type Dairy and Medical Store W Pan shop. 5% Juice, Cold rinks & Food Stores General / Kiran! Store 39% ‘Type of shop Frequency of shop type Juice, Cold drinks & Food Stores n General /Kirana Store 61 Pan shop 8 Dairy and Medical Store Lv 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.FINDINGS Retailers in Delhi believe that water is just water and it does not make difference from whom they buy it from. Retailers in Delhi 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 still holds it position 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 Iltr 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 in turn is breaking sales of Bisleri « tomer asks for cold water. ise usually a 1 Distributers in Delhi are very reluctant to change. Distributers just don’t visit any other shops except those which regularly buy from them in other words they just don't move away from there set routes. As Delhi 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 doesn’t visit at all Retailers in Delhi are in habit of not asking for bills and suppliers too don’t provide bills on regular bases on there own.Q.8 How often Bisler! Distributer visits your shop? MARKET A HOW OFTEN HE VISITS? "Dont Buy Bisiert Almost Every 20% Oey 25% Twice or Thrice a Week 23% HOW OFTEN HE VISITS? Frequency | Percentage Almost Every Day 30 25.64 ‘Twice or Thrice a Week 27 23.08 Once a Week 28 | 23.93 Never 9 (7.69 I Don't Buy Bisleri 23 | 19.67 Total 17 | 100MARKET B Does Bisiori distributor visits your shop? Yes 43% Bisleri Distributor visits your shop? Total | N 90 | Y - 68 Grand Total 138 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 casily available brand and brand which has better supply system. This is problem which is being exploded by other companies in this region like Bailley.DATA COLLECTION TOOLS PRIMARY DATA Primary data was collected through questionnaire method and also through retailers’ ched to the annexure of this scheme card. The Questionnaire and Retailers card are att report. It contained 12 questions and covered the necessary areas needed to complete the research, SECONDARY DATA Secondary Data was collected from sources at the office, magazines", newspapers and websites. VARIABLES INVOLVED + Type of retailers. + Features of product offered + Retailer's perception on packaged drinking water. + Retailer's expectations from company. ‘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 peck hours of a day when survey was carried out. © 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.# 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. Q.6 Do you have fridge provided by any company? MARKET A Fridge provided by any company Fridge provided by any company Total N 83 ly 4 Grand Total 7 * 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.