Shubhm Bisleri

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

ERA BUSINESS SCHOOL

Summer Internship Project
Bisleri International Pvt. Ltd

TOPIC:
Factors affecting the buying behavior of retailor for packaged drinking
water

Corporate Mentor
Mr. MayankGarg
Asst.BDM
Bisleri International Pvt Ltd
SUBMITTED BY-
SHUBHAM KUMAR MISHRA(007)
C.RAVI VIGNESWARAN (015)
DATE
July 07, 2014
EBS Mentor
Prof. Hemant Jain
Faculty Era Business School

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Certificate from Bisleri International Pvt. Ltd

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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.

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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 Manager who 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.

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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.

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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

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Chapter 5 ....................................................................................................................................................... 23
Chapter 6 ....................................................................................................................................................... 28

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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, Bisleri is at the center of the Aqua Green
Revolution.
Bisleri has 36% market share in packaged drinking water in India.

It is available in 9 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 liter(MRP 15),1litre(MRP
20), 1.5 liter, 2 liter, 5 liter, and 20 liter. Its operations run throughout the subcontinent of
India and are one of the leading bottled water supplying companies in India.

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The whole business of any FMCG ( Fast Moving Consumers Good ) company mainly
depends on the retailers , so I can say that the retailers are the backbone of any FMCG
organization .The whole project is depended on Retailors buying behavior of the brand.
The project is undertaken under the guidelines of Bisleri International Pvt.Ltd. to study on
Factors affecting the buying behavior of retailor for packaged drinking water

Chapter 2
Company Background

The 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 Ire 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 PrernaRaturi-HoIver, the real boost to mineral water came in the early-to-
mid-1980s when I switched to PVC packaging and later to PET bottles. The PET packaging
did not just ensure better transparency -- I could now show sparkling clear water to the
consumers. It also meant better life for the water.
Since 1995 Mr.RameshJ.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.
Presently it has 8 plants and 11 franchisees all over India. Bisleri command a 60% market
share of the organized market.

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FUTURE PLANS
Bisleri was the first to market bottled water in a totally virgin market and naturally people
associate the brand with bottled water. Now Bisleri is perhaps already ten steps ahead of its
competitors and will endeavor to widen its gap in the times to come.
Bisleri's brand positioning stresses on pure, clean and safe drinking water.
Some of the future plans to maintain the top spot that Bisleri commands in the Indian market
are:
New pack sizes in bottles and cups
Increase the distribution network with an investment of over 200 crores
Strengthen presence in traditionally Iak areas by setting up 12 new bottling
facilities at a cost of Rs. 150 crores.
While the controversy over European standards is going on in India, Bisleri, the
acknowledged Indian market leader, is now set to sell still and sparkling waters in Europe and
America.
Bisleri is confident of entering the European market and has been tested by the Central Food
& Technology Research Institute (CFTRI), Mysore. The CFTRI-tested Bisleri water using
European standards and found 'not detected' for all pesticides specified.
This European launch will silence critics who had raised issues concerning Bisleri's water
quality, a company press release said. The company stands proud by its high international
quality and has the confidence to take the European market by storm.
Says Parle Bisleri chairman Ramesh Chauhan: "The fact that I have reached out to
international markets is an acknowledgement of our quality and our penchant for safety and
purity."
It has developed 8 unique pack sizes to suit the need of every individual. It is present in
250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable packs &
5L, 20L which are the returnable packs. Till date the Indian consumer has been offered

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Bisleri water, hoIver in its effort to bring something refreshingly new, it has introduced
Bisleri Natural Mountain Water - water brought from the foothills of the mountains situated
in Himachal Pradesh.

Hence its product range now comprises of two variants: Bisleri with added minerals & Bisleri
Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonized& finally packed for
consumption. Rigorous R&D & stringent quality controls has made it the market leader in
the bottled water segment. Strict hygiene conditions are maintained in all plants.

In its endeavor to maintain strict quality controls each unit purchases performs & caps only
from approved vendors. It produces its own bottles in-house. It has recently procured the
latest world class state of the art machineries that put it at par with International standards.
This has not only helped it improve packaging quality but has also reduced raw material
wastage & doubled production capacity.
The company that recently launched its premium brand with medical values Vedica, is
expecting a 50 per cent growth in sales from this brand.
Promoters
Parle was established in 1929 as a confectionery manufacturing unit by late ShriJayantiLal
Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late ShriJayantiLal Chauhan, a MIT and
MBA Graduate from University of Boston, USA, took over the helm of the Group. It was due
to his foresightedness the group bought Italian Mineral Water Company Bisleri in 1969 that
has grown to become the Leading Brand BISLERI in Indian market. Presently BISLERI
enjoys number one position in the water market.
The Group also was a pioneer in Indian market for introducing aerated drinks like Thumps
up, Limca, Citra and Gold Spot. These products Ire later sold to MNCs in 1993. Presently the
focus of organization is on packaged and mineral water marketed under the brand name
Bisleri.
Bisleri International Pvt. Limited (BIPL) has the history of being the undisputed leader with
constant growth and development in an ever-changing environment. Bisleri International

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Pvt. Ltd is 40 years old. It has presently 8 own manufacturing units, 11 franchisee and 32
contract packing facilities across India. I will be expanding the business to reach far &
wide.Our plants are now equipped with sophisticated machinery & state of the art
technology.

Vision:
Bisleri began the Aqua Green Revolution with an ambitious dream in mind; that of an India
in which every person, irrespective of geographical barriers or economic limitations, has
uninterrupted access to scientifically purified and fortified drinking water.
Mission:
Bisleri continues to innovate constantly, urged by the goals of the Aqua Green Revolution to
provide every Indian easy access to purified drinking water and to support initiatives that
rejuvenate the Earths natural sources of pristine drinking water.
Value:
Here are the set of values that form the core of who I are:
What makes us the largest brand of mineral water in India is the QUALITYI have to offer. I
want every person to have access to clean and affordable drinking water. And what drives us
towards this goal is our PASSION to constantly move from Consumer Satisfaction
toConsumer Delight.
I believe that a good LEADER controls the overall growth of a team. From treating all team
members with dignity, recognizing their strengths to constantly keeping them motivated. To
come up with the best work, CO-OPERATION, effective communication within all team
members and TRANSPARENCY in every action is required. Any success without
INTEGRITY is as good as failure.

Organization Structure
Chairmen
General Manager
Manager
Assistant Business Development Manager (Zone)
Senior Sales Manager

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ASM under the Senior Sales Manager
ASM has zones divided such as north, east, Ist, south and central
Sales Executive for ASM in all the 5 zones
Corporate Sales person for all the 5 zones
Their truck drivers are their salesmen

Product line:

Size of the
bottle
Target consumer

250 ml

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500 ml
Teenagers,college,students androadsideconsumers. Also
aimed to supply to the Indian Railways.

1 litre General consumers and travellers.

1.5litre
Consumers demanding a little more water at just a little
more price.

2 litre Small offices, shopkeepers, households

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5 litre Households, institutes, offices, retail shops,showrooms

20n litre Households, institutes, offices, schools and colleges

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Industry Analysis
Potters Five Forces Model

Substitutes
New Entrant
Bargain PoIr of Supplier
Bargain PoIr of Customer
Industry Rivals

Industry Rivals
Rivals divided into organized and unorganized
Organized
Cokes Kinley, PepsiCos Aquafina, Mohan Meakins, SKN BreIries and Parle
AgrosBailley.
Unorganized
Local water brands such as H2GO, Blue Label, KIncher, Yes, etc.

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New Entrants
HUL water purifierPureit
Various new local brands(unorganized players)
Shaw Wallace is also in a process to enter the bottled market in the premium
segment.

Substitutes
Soft drinks
Water purifiers
Tap water
Coconut water
Vending Machine water
The most economical drink -nimbupani

Bargain PoIr of Supplier

When the companys suppliers are able to:
raise price and reduce quantity

Then the supplier poIrwould be high

Packaging (PET bottles)
Labeling material
Bargain PoIr of Customer
Buyers demand

1. Better quality or service
2. Set competitors against each other
At the expense of sellers profitability

Reason:

1. Industry where many brands fighting for existence and their share
Large number of choices available to retailer
Low switching cost for retailer

Prices of other products are more of less the same
1. Brand Loyalty of customer is very low

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SWOT Analysis
Analysis of the company on the following parameters :
Strength
Weakness
Opportunities
Threats

Strength
Market leader-the biggest strength of Bisleri lies in it being a market leader is the
bottled water industry.
Brand-Bisleri has a very good brand image to the extent that its name is synonymous
to mineral water
Customer Loyalty-Bisleris customers are hard core brand loyal and this it enjoys
good consumer loyalty.
Number Of Variants- Bisleri is available in a large number of variants which makes it
consumer friendly as per their requirement.

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Weakness
Dissatisfied distributors & retailers-Bisleri does not give good profit margin and
incentives to its distributors and retailers because of which they are not motivated to
increase its sales volume
Capacity-Bisleri is not able to meet the market requirements because its production
capacity is not increasing due to which even the distributors do not receive the
requirement quantity on time.
Advertisement-Bisleri does not focus much on advertisement and media which is very
important for a brand to sustain it in the market.
Price-Bisleri is considered to be very high priced especially its 20Ltrs jar at Rs 75
with security Rs 150 in price sensitive market.
Awareness-The customer are not aware of the 7 stage purifying process of Bisleri and
the added minerals which are available.
o For example: - local sellers fill the bottle of BISLERI with impure water and
the bottles arepurchased by illiterate customers as BISLERI water but they
buy water of low quality. In thisway brand of BISLERI gets affected.

Opportunities
Scarcity-The metropolitans and big cities have a scarcity of pure drinking water
which Bisleri can cater.
Marketing Strategy-Bisleri can focus on better marketing strategies to regain its
lost market share and also tap new markets.
New Corporates and MNCs Bisleri should focus more on the corporates and
mncs who deal in bulk to increase its market share.
Export-Bisleri can exploit the market abroad with its Himalayan and Vedica water
meant especially to export.

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Prospective- The bottled water industry in India is estimated at about Rs 1,000
crore and is growing at 40 per cent. "By 2010, it will reach Rs 4,000 - 5,000 crore
with 33 per cent market for natural mineral water.
Increase in production: BISLERI is eyeing the Market and is in the process of
increasing the production by setting 4new plants adding to its 23plants. This will
increase the production capacity of the company.

Threats
Increasing competition-The competition is increasing as the market share of Kinley
and Aquafina is rising.
Competition from local brands as selling Rs. 10 per bottle and providing larger
margin to the retailers and distributors.
Price sensitive customer-People focus more on low price.
Increasing Duplicity-The duplicity in the market is raising inspite of steps taken by
the management.
Unorganized sector-The local brands in the unorganized market are of very low price
and people are ready to take them which are eating away the market.

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HUMAN RESOURCES POLICIES

Human Resource Policies of the company are based upon the belief that the success of the
company is primarily dependent on its people and that the development of the greatest
potential of each employee is good both for the employee and the business and ultimately
leads to the growth of the Organization.

In view of this basic premise, a comprehensive set of policies is laid down in the subsequent
pages of this manual. In its design and implementation, these policies will aim at attracting
retaining and motivating personnel to achieve higher goals and attain greater opportunities for
advancement in their business career.

The guiding principles of these policies are:
1) To be pro-active, fair, competitive and a leader in business
2) To encourage and facilitate employees potential with regard to the Organizational goals.
3) To enhance and develop potential employees career growth.
4) To offer compensation commensurate with responsibilities, performance.
5) Achievement as I believe in BEST REWARDS FOR BEST PERFORMANCE.

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Chapter 4
About the project

The two month internship project with Bisleri Corporation gave me a platform to research
and analysis of the marketing strategies and business growth of the company in the field of
bottled mineral water of one of the prominent brands in Indian market.

This study of the marketing strategy was held in 3 stages as follows

1. Understanding the marketing strategies of the Bisleri,
2. Collecting data by directly contacting the retailors in the market that included majorly
field work, and
3. Analyzing facts gathered in the second stage
In the first stage of the study I attempt to deeply understand the marketing strategies that are
folloId in Bisleri where I noticed that people out there are very self-motivated and aggressive
as far as the product is concerned, since they are dealing with the legacy of a renowned brand
therefore they are strict with the core values of the organization. Their marketing strategies
include health as the USP since Bisleri is known for their healthy mineral components.

In the second stage of the study I visited the retailors those who sales Bisleri in the central
part of the Delhi region. I collected data on the basis of the questionnaire that I prepared from
these vendors and for our understanding I tried to communicate with almost all of them about
the facts as to what is the brand image in the market and what they have to say about the
business relations with Bisleri.

The final stage was where I analyzed the so collected data and made our research fruitful in
terms of suggestions and recommendations as to improve the brand worth of the Bisleri in the
market as per our understanding. The recommendations included the betterment of the
distribution channel, margins to the retailers and packaging.

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Chapter 5
Literature Review

1. Bisleri continues to lead in the packaged water industry.

Source: The Hindu, Dated: 17 Feb.2003

Bisleri continues to lead in the Rs 700-1,000 crore organized, packaged water market with an
estimated 40 per cent market share, folloId by Kinley at 28 per cent and Aquafina with an 11
per cent share. In terms of volumes, the North and Ist remain Bisleris biggest performing
markets, despite the brands sustained national-level presence. MR RAMESH CHAUHAN
is the vintage boss of the 250 crorePARLE BISLERI LIMITED. The brand has some 18
manufacturing locations spread across the country. The mainstream competition is in the
form of coca-cola Indias Kinley, Aquafina from Pepsi foods and nestle Indias pure.

2. Bisleri v/s Coca Cola over Maaza.

Source: Journal of Intellectual Property Rights, Dated: 1Oct.2009

The interesting case on the allegedly unauthorized use of the MAAZA Trademark closely
contested betIen Coca Cola and Bisleri International. To briefly recount the facts for our neIr
readers, in this case, Bisleri Sales Ltd. previously Golden Agro Products, was the registered
proprietor of the TM Maaza as Ill as the owner of the secret base etc. used to manufacture the
product. The company then amalgamated with Bisleri International. As far back as 1993,
Coca Cola and Bisleri Intl. entered into an agreement to "irrevocably" transfer all the rights as
to technical knowhow and a general as Ill as specific assignment as to goodwill, etc. The
agreement also, importantly, contained a negative covenant that alloId Coca Cola to use the
MAAZA trademark in India, but nowhere else. Thus, when Coca Cola company confronted
Bisleri with information received as to the sale of beverages under the MAAZA mark in

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Turkey, they Ire ansIred with a legal notice stating that not only Ire they alloId to sell in
Turkey without infringing the mark, and that they planned to sell in India as Ill.

3. Pesticide found in raw water sample collected from Bisleri Plant
(ShivajiMarg).

Source: Centre for Science & Environment (CSE), Dated: 20Dec.2006

Heptachlor, one of the pesticides, was detected in one raw water sample collected from
Bisleri Plant (ShivajiMarg); its concentration level was 0.0005 mg/l. The Bureau of Indian
Standards has provided standards for different physical and chemical parameters for drinking
water in IS 10500:1991, packaged drinking water(other than natural mineral water) in IS
14543:1998, and for natural mineral water in IS13428:1998. According to these standards for
packaged drinking water and packagednatural mineral water specification, individual
pesticide residues are covered under the relevant rule of the Prevention of Food Adulteration
Act, 1954, according to which itshould be below detectable limits when tested in accordance
with the relevant methods.

Why I are getting pesticides in bottled water?

Pesticide residues Ire detected in raw water samples (underground samples),
which is the source of water for the various manufacturers.
Treatment technology given to the raw water is not sufficient for the removal of
pesticides.
The entire portion of water is not subjected to reverse osmosis; a portion of water
is subjected to reverse osmosis and mixed with pretreated water to maintain the
mineral content as per IS specifications.

Also, many consumers found bacteria and algae in the 20 liter jar of Bisleri. One had also
complained of having cockroach in a Bisleri water bottle.

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4. Indian Bottled Water Industry is growing exponentially.

Source: infochangeindia.org, indiastat.com

YEAR MILLION CASES
1990-91 2.2
1991-92 2.6
1992-93 3.5
1993-94 4.7
1994-95 6.5
1995-96 8.5
1996-97 11.5
1997-98 15.5
1998-99 20
1999-2000 26
2000-01 33
2001-02 44.5
2002-03 55.6
2003-04 68.15
2004-05 82
2005-06 97
2006-07 112.85
2007-08 129.85
2008-09 146.8*
2009-10 164.45*
2014-15 265*

* Estimated Projects(Prediction)

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5. Mount Everest Mineral Water v/s Bisleri over the trademark
Himalayan.

Source: Economic Times, Dated: 30 June.2009

There is a legal battle being waged betIen Mount Everest Mineral Water (hereinafter referred
to as MEMW) and Bisleri for the Trademark Himalayan. MEMW had registered the
Trademark Himalayan, in the year 1994. MEMW recently won an interim injunction, given
by the Delhi High Court against Bisleri, whereby:
1) Bisleri has agreed to stop using the domain name www.bislerihimalayan.com.
2) Bisleri will not use the word Himalaya in large font. It will write Himalaya as a
descriptive word in small font to denote origin of the water.

The injunction seems to have been given by the courts on the basis of the fact that MEMW
had registered the trademark in the year 1994. But when one looks closely at the issue, I can
find that there exists a conflict betIen GIs and Trademarks.
Mount Everest Mineral Water commenced operations in 1991 with its plant at DhaulaKuan in
Sirmour district, Himachal Pradesh. The company was promoted by DadiBalsara, an NRI
from Singapore. The companys first public issue came in 1995. The Tata group, through
Tata Tea, acquired 31.73% stake in the company partly by purchase of shares from investors
and partly by preferential allotment.

Himalayan natural mineral water is endoId with the Illness of vital organic minerals. The
water is untouched and unprocessed, and has a unique taste which takes 20 years of
percolation to acquire, as it makes its way to the underground aquifer located in the Shivalik
range of the Himalayas. Situated about 130 meters below the earths surface, the Himalayan
aquifer is one of the largest and most pristine sources of natural mineral water in the world.

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Himalayan is bottled at source and this lends thebrand its strong intrinsic heritage. Himalayan
is internationally accredited by the US FDA, the European Union, the health ministries of
Japan and France, and Institute de Fresenius Germany. An IS / ISO 9001-2000 certified
company with an HACCP compliant bottling plant, Himalayan is the only internationally
accepted natural mineral water from India.

6. Bisleri to expand its product offering.
Source: Pitch Magazine, August Edition, 2009
Bisleri which is the leader in the packaged drinking water bottle industry has increased its
product offering by introducing its soda in the market. The move is set to further strengthen
its market position and give impetus to its growth.

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Chapter 6

RESEARCH 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.
The appropriate research design formulated is detailed below.

EXPLORATORY RESEARCH: This kind of research has the primary objective of
development of insights into the problem. It studies the main area where the problem lies and
also tries to evaluate some appropriate course of action.

The research methodology for the present study has been adopted to reflect these realities and
help reach the logical conclusion in an objective and scientific manner. The present study
contemplated an exploratory research.

NATURE OF DATA:
PRIMARY DATA: Data which is collected through direct interviews and by raising
questionnaires to retailers.

SECONDARY DATA: Secondary data is already available and published. Various internet
sits, newspaper, magazines Ire searched in order to find information useful for completion of
this project.

SAMPLING DESIGN:
Simple Random Sampling to select the sample.
SOURCES OF DATA:
1. Primary Data which included the input received directlyfrom the Retailers through
interview
2. Secondary data from the industry manual, policy manual, books and Internet etc.
It could be internal and external source of data.

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Internal source: Which originates from the specific field or area where research is carried
out e.g. publish broachers, official reports etc.
External source: This originates outside the field of study like books, periodical, journals,
newspapers and internet.

DATA COLLECTION:
PRIMARY DATA: It has been obtained by conducting a survey in the following areas:
Dwarka
Tilaknagar
Karol Bagh
Kirti Nagar
Cannaught Place
ITO
KG Magh
BarakhambaMagh
Central Sectariat

METHOD: Interview method used with the retailers and asking about the bottled drinking
water they Ire selling and convincing them to keep Bisleri.

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Market Research Design

Exploratory Market Research
The exploratory approach attempts to discover general information about a topic that is not
well understood by the marketer. For instance, a marketer has heard news reports about a new
Internet technology that is helping competitors but the marketer is not familiar with the
technology and needs to do research to learn more. When gaining insight (i.e., discovery) on
an issue is the primary goal, exploratory research is used.
The basic difference between exploratory and descriptive research is the research design.
Exploratory research follows a format that is less structured and more flexible than
descriptive research. This approach works well when the marketer doesnt have an
understanding of the topic or the topic is new and it is hard to pinpoint the research direction.
The downside, however, is that results may not be as useful in aiding a marketing decision.
So why use this method? In addition to offering the marketer basic information on a topic,
exploratory research may also provide direction for a more formal research effort. For
instance, exploratory research may indicate who the key decision makers are in a particular
market thus enabling a more structured descriptive study targeted to this group.
We did exploratory research at the initial phase of our research because at this stage the
problem was not well define for that we analysis the secondary data and through that we
could find the problem of our research.

31

Descriptive research
Next after problem definition we did the descriptive research. This research is the most
commonly used and the basic reason for carrying out descriptive research is to identify the
cause of something that is happening. For instance, this research could be used in order to
find out what age group is buying a particular brand of beer, whether acompanys market
share differs between geographical regions or to discover how many competitors a company
has in their marketplace. However, if the research is to return useful results, whoever is
conducting the research must comply with strict research requirements in order to obtain the
most accurate figures/results possible.

32

\

33

Chapter-7

Data Analysis

1: Which type of shop sell packaged drinking water?

Packaged drinking water generally sell by eatry, confectionary, grocery, road side,
momos shops, juice corner etc.
During the interview of retailers it was found that packaged drinking water sell more
at eatry shops followed by confectionary and grocery shops.
Some other shopkeeper like Paan center, Road side trollyetc also sell packaged
drinking water.

Eatry
35%
Cofectionary
28%
Grocery
26%
others
11%
Type Of Shop

34

2:Customer purchase brand

Analysis
As we are aware Bisleri has very good brand image though some big player of FMCG
giving a tough competition.
Retailers has start purchasing other brands also as per their conviniences like Margin,
Personal relationship with vendors or distributors..
Here we can see in graph that Kinley and Aqauafina giving a tough competition to
Bisleri in NCR region.
Some local brand (niche marketers) who dont have good brand image also trying to
skim the market share and doing well in some of the region

A B C D
Series1 27.67 25.33 24.67 22.00
27.67
25.33
24.67
22.00
0.00
5.00
10.00
15.00
20.00
25.00
30.00
P
e
r
c
e
n
t
a
g
e

O
f

B
r
a
n
d

P
u
r
c
h
a
s
e

Brand Purchase
A=Bisleri
B= Aquafina
C=Kinley
D=Others

35

3: Which SKU sell more?

Analysis
As I mentioned above Bisleri has total 9 SKU (Stock Keeping Unit).
Every retailers sell llt and then 500ml bottle so this sale has very high sell.

0% 20% 40% 60% 80% 100%
250ml
500ml
1lt
1.5lt
2lt
5lt
5%
15%
100%
7%
10%
5%
SKU Sell

36

4: How many % retailers make any extra efforts to sell packaged drinking water?

Yes No
45%
55%
Retailers Make extra efforts to sell

37

5: Retailers get packaged drinking water from?

34%
34%
31%
1%
Delivery of Packaged drinking water
wholeseller Distributor Direct from the company company

38

6: Retailers prefer more for purchasing packaged drinking water

40%
14%
17%
20%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Margin Services Demand Brand Image Others
Retailers Preferences

39

7: Which Company gives you more margins?

20%
23%
29%
28%
0% 5% 10% 15% 20% 25% 30% 35%
Bisleri
Aquafina
Kinley
Others
Margin

40

8: Services from company

11%
59%
21%
9%
Services from company
On Time Delivery Regular visit of SO Credit Period All

41

9: Customer asked for packaged drinking water by

Analysis

0% 5% 10% 15% 20% 25% 30% 35% 40%
cold water
Brand name
Price
Availability
11%
39%
28%
22%
Customer Demand for Water

42
10.For which brand customer generally ask for?

80%
10% 10%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Bisleri Aquafina Kinley Others
Customer Preferences

43
11: Service performance of the company

8%
69%
20%
3%
0%
Company Performance
Very Good Good Neutral Bad Very Bad

44

12: 1
st
Rank according to the retailers

0% 10% 20% 30% 40% 50% 60% 70%
Bisleri
Aquafina
Kinley
Bailley
65%
15%
15%
5%
1st Rank

45
Chapter-8

Limitations
The sample size and the data collected were according to the convenience of reaching
them.
The respondent might have not given the right answers and given accordingly to their
choices.
Retailers were not giving the answers easily.
Sometimes retailers thought that I was a sales officer and started complaining about
something
Retailers were also doing many cross questions

Learning
I understood how to do cold callings.
The way of interacting with retailers.
Corporate ethics/discipline.
How to prepare market research project.
Distribution network of Bisleri.
Various distribution methods to meet the customer demand.
Purification of mineral water.
Market share of packaged drinking water in India and others players in this field

Findings
Huge demand for the 1Ltr and 500 ml bottle but the lack of supply on time destroyed
many customers of the company.
There is a large extent to which duplicity of 20Ltrs jar of Bisleri is prevalent in the
market.

46
Schemes provided by the other players in the market were attractive to the companies.
Other companies are offering hot and cold dispenser with very low number of bottles
while Bisleri provides it on buying of 120 bottles per month.
No advertisement, schemes and promotion of Bisleri
Either no trucks are visiting or if visiting it is in very low frequency this creates the
supply problem
Few complaints are as follows:
They had complaints about Bisleri
Not treated properly by the company and salesmen
Irregular supplies
Attractive schemes by Kinley and AquaFina.

Conclusions
The important increase in India can be easily explained through the growth of the population
and problems of water quality and water supplies. Until 1992, the demand for bottled water in
India was mostly limited to foreign tourists, corporate meetings, conferences, etc. The
introduction of bulk packaging extended the market to new and numerous consumers.

Bottled water is a particularly competitive market, hence companies need to develop diverse
marketing strategies, such as accessing new markets by owning or developing partnership
with regional brands, developing new products (such as flavored water) or by-products (such
as cosmetics) and developing services (home and office delivery of water)

Today more and more companies are coming up in the package drinking water market as
there is a lot of scope in bottle water market as seeing the increase in Indian population.
Today the people of India are very hygienic and only prefer bottle water which increases in
the scope of bottle water market.
By looking at the increasing demand of bottle water companies have to see that they use
modern marketing strategies and also come up with trendy bottles and satisfy the wants of the
consumer.

47

Annexure
Questionnaire
1. Name of shop:

2. Type of shop
A) Eatery B) Confectionary C) Grocery D) Others

3. Which brand do you purchase more?
A) Bisleri B) Aquafina C) Kinley D) Other

4. Which SKU do you sell more?
A) 250ml B) 500ml C) 1lt D)1.5lt E)2lt F) 5lt G) Other

5. Averge monthly consumption of?
A) Bisleri
B) Aquafina
C) Kinley
D) Others

6. Do you make any extra efforts to sell unbranded packaged drinking
water?
A) Yes B) No

7. If yes, Then What kind of efforts?

8. You get the packaged drinking water of Bisleri from the
A) Wholesaler B) Distributors C) Direct from the company D) Others

9. What do you prefer while purchasing a packaged drinking water brand?

48
A) Margin B) Service C) Demand D) Brand Name
E) Relationship with distributor

10. Which company give you more margin?
A) Bisleri B) Aquafina C) Kinley D) Others

11. What kind of your service you get from the company Bisleri?
A) On time delivery B) Regular Visit of Sales Officer C) Credit Period D)All

12. Customer asked for packaged drinking water by
A) Cold Water B) Brand Name C) Price D) Availability

13. For which Brand customer generally ask?
A) Bisleri B) Aquafina C) Kinley D) Others

14. Service performance of the company is?
A) Very Good B) Good C) Neutral D) Bad E) Very Bad

15. Rank the following brands
A) Bisleri _________
B) Aquafina _________
C) Kinley _________
D) Bailey _________

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

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