INTRODUCTIONWater is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common Man. Eighty percent of the human metabolism consists of water. This is the reason why 90% of human diseases are water borne. There are 3 types of water impurities, which are root cause of water borne diseases. 1. Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral Content. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. The main source of drinking water is river and downstream which also have 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. 1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the water. It deactivates microbiological impurities to an extent but has side effects due to iodine and it does not take care of dissolved impurities mineral balance. Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates bacteria to a great extent. It maintains the odor and color of water but does not clear out the dissolved impurities and mineral particles. Thus came advent of mineral water. Historically, the need for purified water within Indian homes had been kept down to a minimum. Essentially, there were three types of water that was used for different purposes. The first type was used for rinsing. The second type, which was used for cooking, was cleaner and kept covered. The third type was the cleanest – drinking water – and was very often boiled before use. Since an average family needed a small quantity, not more than five or six liters a day, boiled and filtered water had been a convenient solution for some time .The fallouts were obvious. It was very difficult to convince the people that purification system was worth the price. There was no visible way to demonstrate the benefit. The otherwise somnolent market began to change once companies like Eureka Forbes targeted the office segment, while the mineral water players went after travelers. Ion Exchange was the only company, which had any measure of success in entering homes with Zero-B. But clean drinking water returned on the national agenda a little later. Around 1989, drinking water became an issue again. “Around early 1990s,Time did a story on India as a key emerging market and that was the trigger for all the players eyeing this market”. WATER, WATER EVERYWHERE Water - the Beverage your Body Needs Most When we were kids in school, we learned that each molecule of water is made up of two hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up our squirt guns with water, at least until the principal caught us. What we really didn't learn, however, was how much water we needed in order to be healthy human beings. West Europeans, south Asians and Japanese live in the most densely populated regions of the globe and worry constantly about the quality of their drinking water drawn from rivers and lakes. Most is polluted and unfit for human consumption. In North America, people never worried about water quality and safety until early 1970’s and restaurants always provided iced water free. Some still do. Then came Perrier, the French mineral water emphasizing how restaurateurs could increase their revenues by replacing iced water service with bottled water. Restaurateurs never miss an opportunity to increase their profits, and soon studies started to surface claiming that serving iced water was costly and no one benefited. Many restaurants started serving automatically bottled water, and charged outrageous amounts i.e $ 3.50 for 300 ml. These days, a 750 ml bottle goes for $ 10.- in some restaurants, plus applicable taxes and tip! Meanwhile, the word savvy bottled water marketers started circulating the myth that drinking bottled mineral water is safer, never mentioning what their studies were comparing. It is said that the inhabitants of seven cities between Switzerland and the Netherlands consume the water of the Rhine River. In these parts people drink beer, wine, bottled water or fruit juices and shun tap water. North Americans have recently begun to drink bottled water, but already the distinction between spring water, mineral water, and filtered tap water is blurred beyond redemption. Spring water must come from a natural springs with proven purity of contaminants; mineral water must contain 2000 parts per million in minerals; and filtered tap water means just that. Europeans always preferred mineral water or eau de source (spring water) since their rivers were polluted a long time ago. Now considerable efforts are made to clean all major European Rivers. The Rhine River, the Thames, the Loire are clean enough to allow several species of fish to thrive. As always, large companies with considerable cash reserves dominate the market. Groupe Danone, a French conglomerate, markets Evian, Volvic and Crystal Springs; Nestle, a Swiss food multinational with headquarters in Borsec (Romania) stand out. or demand ice water. or you can complain to management that prices charged for bottled water are ridiculous as is the case with wine. .Montreux markets Perrier. Dutch 119. if that is what you prefer. Nestle Pure Life and San Pellegrino. Tynant (Ireland). Ramlosa (Sweden). When it comes to mineral water. Spa (Belgium). The low per capita consumption can be attributed to the illusion that tap water is safe. Appolinaris (Germany). San Benedetto. Not to be outdone soft drink giant Coca-Cola joined the cause with filtered tap water and positioned their brand as pure. You can ask politely for ice water. In small communities. Vitel. safe. (France). Coca Cola markets Dasani and Pepsi Cola Aquafina. Aqua di Nepi. Since the introduction of PET bottles (polyethylene terephate) bottled water consumption increased by 16 percent in five years and continuing growth of the market is forecast by the Canadian Bottled Water Association in Richmond Hill. or beer. Germans 101 and Americans 76. scarce financial resources and lacking expertise often make tap water safety questionable. San Pellegrino. Cathledon. They display distinct taste profiles that spring and filtered waters lack. Ontario. life-style water. The question for restaurant patrons remains whether to ask for bottled or mineral water. Volvic. In reality. Voss (Norway). When it comes to consumption. Lete (Italy). Italians 158 litres. Canadians consume approximately 30 litres per capita. French 133. or a glass of wine. It all depends on the situation. only large cities control tap water quality regularly and vigorously and treat it appropriately for safety. The cost is almost the same for all the three. but tend to be more expensive. Gasteiner (Austria). Differentiation based PRICE BASED MARKETING STRATEGY A business that opts for the price route in its competitive battle will enjoy certain flexibilities in matter of its product and use prices as main competitive level . the major forms where such cost advantage can occurs are economies of sale .MARKETING STRATEGY It is complete and an unbeatable plan designed specifically for attaining the marketing objective of a firm. The marketing objective indicate what the firm want to achieve. Price based 2. Realizing the marketing objectives is the purpose of two generic categories .. absolute cost advantages . The marketing strategy provides the design for achieving them the linkage between marketing strategies and over all corporate success is indeed direct and vital. it will be enjoying certain inherent cost advantages . it will price its product to suit the varying competitive demands . which permits it to resort a price based fight . Benefits of early entry a large market share build over a time . it provides freedom in the matter of pricing but after producing a . 1. plant location to post sale and service a company can perceptibly differentiate and many buyer values. THE DIFFERENTIATION BASED STRATEGY marketing strategy based on differentiation works on the principle that any aspect of the offer and any activity of the firm can be made distinctive compared with the competiting offers. but it aspires to leadership position in the Industry. Companies usually choose those functions . Which give them the greatest relative advantage.Broadly strategy stances can be classified under three headsOffensive StrategyOffensive Strategy also known as confrontation strategy . Niche StrategyA firm practicing the niche strategy neither confronts other nor defends itself. Defensive StrategyThe leader who has the compulsion to defend his position against the confrontation of powerful existing competitors or to dislodge the leader from his topmost position usually employs it. A firm that is not presently the leader usually employs it. is a strategy of aggression.particular product and getting stuck in the face of the competition . Right from technology. one can not successfully opt for a price led strategy . Different firms adopts different strategy stances as their situational design differ. . It cultivates a small market segment for itself with unique products / services supported by a unique marketing mix. 2-Assembling the marketing mixAssembling the marketing mix means assembling the four P’s of marketing in the right combination. Youth are the opinion leaders of the present time. defined and expressed. The opinion . 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.FORMULATING THE MARKETING STRATEGYFormulating the marketing strategy consists of two main steps1. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined. The firm has to find out how it can generate the best sales and profit. ADVERTISING CAMPAIGN: While designing the advertisement campaign.Selecting the target marketIt does not fully bring out the import of the inseparable linkage between the two. And thus it becomes necessary to design the campaign keeping the youth in mind. it is necessary to keep in mind the opinion leaders. The tamper-proof seal was developed. The objective with the campaign would have been to highlight the tamper-proof seal and create doubt in the consumer’s mind of the purity of the other brands. it can do that by introducing . Bisleri is the only one that guarantees purity and keeps you Safe. That is. This is what the company should do. To conclude: We find that new advertisement campaign of Bisleri is eye catching. And also the company should make the message clearer to the customers that it has the patent right over the breakaway seal. CONTENT OF THE CAMPAIGN: Bisleri that was looking for a differentiator decided to make the breakaway seal the symbol of purity. This is exactly what Bisleri is doing. In the survey we found that the consumers are aware of the breakaway seal but are not aware that the company has the patent right. around which the communication was woven. Apart from a high dose of investments on expanding bottling capacities and an ad budget that’s risen six-fold over last year.leaders would further trickle down the message to the less active members of the society. The campaign stresses the safety provided by the breakaway seal by illustrating the ease with which conventionally sealed bottles can be refilled and recycled. specially the youth. The company has tried to put the message across louder. Bisleri has started an advertisement campaign stressing the point of purity and flaunting the patent right the company has over the breakaway seal. if Bisleri wants to penetrate every possible segment of the market. by using the ad campaign that catches the eye of everyone. For that it would have to give the retailers and other stockiest high trade margins and incentives for keeping the product. it claimed. In 2000. Bisleri found the answer in ‘sealed cap bottles’. But with the advent of many new players. some giant brands like Pepsi and coca-cola entered the mineral water industry with a big bang. The ad showed a milk-man and a child showering their buffaloes and filling the ‘so-called’ mineral water bottles with the same water and packing them with the simple polythene seal and the consumer not knowing about the ‘purity’ of the water he is drinking. ADVERTISING CAMPAIGN OF BISLERI Every brand needs a good advertising campaign to establish itself in the market. the company. Bisleri started its game plan with the punch line of ‘Pure and Safe’ and used the same catch-line for advertising. all claiming the purity. or even germinated water. Bisleri’s seal capped bottles ensured the consumer of purity of water and single-used ness of the bottles. Bisleri now had a big threat of maintaining its . It claimed 100% purity. Apart from creating consumer pull with campaign.more pack sizes and establishing the brand strongly with trendy new packaging. While the bottles of the other brands. Next clip shows the Bisleri bottles being sealed with plastic caps and ensuring the purity of water. to increase its sales would have to do the sales push as well. it became very imperative for Bisleri to differentiate its product so as to stand out in the market. So it becomes very imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand. This is very important in case of this product because consumers would take up what is available to them at ease and whatever retailer is giving. could be refilled with ordinary. The ad did work for Bisleri and it got its much needed product differentiation. Thus Bisleri has taken a very bold step. The moment he gets hold of her. Caption: “Play Safe”.rushes towards the chemist’s shop…. The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and thus give your body the purest water. Water. In light of the challenge in front of the company and its current strengths and position. They complimented it by giving their bottles an attractive look. but was something highly fashionable. was no longer a simple beverage. They tried a brand new ad campaign to catch the fancy of consumer. when the girl seductively attracts the guy and he follows her in trance.buys ‘something’ (keeping the audience in suspense…or rather implicitly pointing for ‘……’). All these factors made Pepsi the biggest upcoming competitor of Bisleri (whereas Kinley lagged behind the race. The T. The girl opens it and…. Pepsi claimed. we have incorporated the . They first changed their base line from ‘Pure and Safe’ to ‘Play Safe’. Pepsi projected ‘Aquafina’ as something as pure as ‘Your own body’. ads have been complimented by print ads also. The ad showed young vibrant models and created the atmosphere of youthfulness. The new ad showed a young romantic couple on a marooned island. showing a doctor advising a family to take Kinley for pure water – not a very attractive ad campaign). This soon caught the eye of the consumer. she whispers something in his ears.market cap. The company has to focus on the marketing management of the product. This campaign was to catch the attention of youth and a new Indian society which is supposed to be ‘not-so-prudish’. Pepsi targeted the young generation and introduced Aquafina as a fancy product to carry. to counter-attack the new ‘Feel-Young’ fever had to even bolder steps. The next few shots show the guy looking for something in frenzy…can not find it…. While Coca-cola introducing its brand ‘Kinley’ as a health care product. Bisleri.takes out a bottle of Bisleri and quenches her thirst.POOF….V. This starkly arresting black and white image is then splashed with water. A voiceover informs you that 70 per cent of your body is water. taken by the popular national brand Bisleri. But Pepsi chose to junk this approach and it could well afford to. most marketers have focused on educating the consumer on how bottled water is a safer option.marketing mix to counter the marketing strategies of the competitors by developing its own marketing. This kind of advertisement campaign used by the competitors is giving the company a tough time. had already done most of the hard work needed to build the bottled water category. The competitor. Till now. with the lead of course. What Pepsi needed was to establish its brand in this crowded. after all. is utilizing the brand image built by it and is again targeting the “Generation X” maintaining the company image. Bisleri. Pepsi. AQUAFINA ADVERTISEMENTS AND BISLERI A drop-dead gorgeous body flexes its muscles on the screen. It’s an unusual ad for this category. . Why not give it the purest Aquafina Bottled water from Pepsi. HTA did toy with a couple of other ideas and situations. Pepsi. The idea. vice president and client services director. and then you will hear the voice-over. While the film and the imagery are completely the work of HT A." The ad copy. Even in the US. We wanted the imagery to posit~on Aquafina as a youthful. While the thinking was clear that the imagery had to be built in and around purity. Our task was made easier because was made easier because Bisleri had concentrated on educating the consumer. the idea was to focus more strongly on the fun aspect and create a story line complete with a smart idea and a twist at the end. instead of building its own brand values. executive director. So HTA adopted a minimalist approach and created a film with little clutter and no props. "But we gave it up because we felt that the story might take the mind away from the purity aspect that was a must to highlight. we are talking about your body and the need for each one to take care of his or her body. the strategic thinking comes from the Mother Company in the US. premium and fun brand. Hindustan Thompson Associates Limited (HTA).being and how we need to continuously replenish it. Aquafina. the film will show an emotional moment where someone starts crying. which spoke of the water content in our bodies. in fact. she says. For example. the ad talks of the percentage of water in our bodies. "There is no internal law that forces us to follow the international positioning. was not to objectify bodies so that one could drool over them. 85 Per cent of xour eye are wa4ep. "Instead. But seeing . Initially. is the largest-selling bottled water brand in the US with a 12 per cent market share. but the handling is a little more serious." says Vibha Rishi." says Ohri." says Rohit Ohri.fragmented market. was actually trying to establish how important water was to our well. and India is the first country outside of the US where Aquafina is being bottled. which tried to capture the emotion of "feeling good about yourself'. Will this not cannibalize Pepsi sales? "Water does eat into the cola market. It is being positioned as a premium product. It is a little bit older. Aquafina. But Aquafina is a brand in its own right and with each piece of communication. But while Aquafina is being given a distinct identity. Like Pepsi. we decided to stay with this positioning. not via pricing. But Aquafina is a lot that Pepsi is not. It addresses the Pepsi-user base. Aquafina also includes the 30-somethings together with the college crowd. also imbibes the core values of the mother brand." feels Ohri." agrees Rishi. and like Pepsi . it seems. "but we can't build a business for Pepsi based on people's lack of access to safe drinking water. from the one liter refined oil bottles in the market.it is also being positioned as a hip brand. Priced at Rs. and not as mass based as Pepsi. establishes the youthfulness of the brand. And~ while Pepsi targets the 1825 year olds. like all offerings that come from the Pepsi stable. though the statements here are quite different. Aquafina too is looking to command a premium without being unaffordable. it is also being targeted at the Pepsi consumer and is addressing their need for safe and reliable drinking water. The swirl shaped PET bottle resembles the Pepsi family and is sturdier and more hip than most others in the category that take their design cues. The decision to break the norm and come up with a 750 ml pack size was more driven by the fact that . 10. Pepsi's role in the communication is that it is the source of credibility for the product and. How can any business be built on deprivation?" Both will have to coexist and carve a market out for themselves. mature and affluent. largely the youth. of course. but in imagery and packaging." explains Rishi. it is priced marginally higher than the competition that gives you one liter for Rs. its personality will emerge. bottle.the quality of thinking that has gone into this. 10 in Delhi for a 750ml. says. which actually constitutes 30 per cent of the total bottled water market that stands at 70 million liters annually. "We have a building blocks approach. "It is ideal for an half-an-hour in the sun. obviously. located in Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges. and every interface with the consumer is being used as an opportunity to reinforce the message. and is growing anywhere between 30 and 50 per cent. Bisleri Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to nature. all the vehicles used for supply have been painted in bright blue. For instance. Pepsi's future plans at the moment don't include coming up with size variants. one liter gets too bulky. Pepsi. but as Subroto Chattopadhyay. Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal . point-of-sale material. Bisleri with added Minerals: Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living.water is fundamentally consumed on the go and the 750 ml size is easy to carry around. and then the volumes." says Rishi. first we have to build the brand. Lauded as today's 'fountain of youth'. "Play Safe". They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times. Bisleri is tackling the situation by building the brand on the purity plank. is looking for a big slice of this burgeoning market. They have also ruled out the possibility of catering to the bulk market. marketing. Pepsi. an aggressive print-and-TV campaign is being backed by hoarding. Akin to brand building in soft drinks. bear the Bisleri logo and sport catchy baselines like . Bisleri Mountain Water: Bisleri Natural Mountain emanates from a natural spring. executive vice president. 1 litre. 2 litre and 5 litres. 1.Pradesh and is available in six different pack sizes of 250ml. 500ml.5 litre. . 2 lit. which explains the proliferation of smaller brands. The 2 liters bottle introduced to slowly and steadily replace the conventional 1 liter bottle. launched in Dec 1999 in Goa. In order to cater needs to of yhe the changing customer the business has to continuously come out with the variants of the products so that it can target the maximum segments. The 5 liters packs.PACKAGING AND DISTRIBUTION PACKAGING Variety is spices of life. Large tracts of the country have not been explored by the national brands. DISTRIBUTION It’s obvious that availability holds the key to the market .For any product to be successful the distribution system has to be really good. The 5 liters bottles account for 35 % of sales showing a growing health concern among the Indian society. Today Aqua Minerals offers a variety of packaging options: 1 lit. now available everywhere. . 1 liter bottles account for 30% of the share . Today for any business to with be the organization its customer successful it has to provide differentiated product that is a value buy for them. 5 lit. 20 lit. this would make it the largest fleet owner in the country. One of the reasons why Bisleri is running strong in this industry is its strong distribution network built over the years since its inception.00. Bisleri plans to increase its distribution network over the southern and eastern region.200 cr. It is intended to be increased this no. Further. in the target markets. MARKETING MIX The set of controllable tactical tools.000 retail outlets in the country with about 12. of sales people .000 each in the Delhi and Mumbai. first by Bisleri.product.000 in order to expand brands reach. The company will invest approximately Rs. promotion. to 10. Other than mineral water the company has also the soda water under its brand name called the Bisleri Soda Water. It’s a battle that Bisleri can win by sheer distribution muscle. Bisleri has around 80. PRODUCT The main product of the company is the mineral water by the name of Bisleri Mineral water. and that is the . that the firm blends to produce the response it wants. and place. where it is behind popular brands like sTeam in Tamil Nadu and in Andhra Pradesh.Bisleri’s strategy is to build a direct distribution system at an all India level that means serious investment In company owned trucks and carts. price. to procure 2000 trucks and hire same no. The concept of bottled mineral water was introduced in India. the company plans to have its own distribution network in places where it has its own plant DISTRIBUTION NETWORK: The small-scale players built their sales by piggybacking on the generic category built up by Bisleri. reason, it has become a generic name for the mineral water. Bisleri has become a perfect synonym of the mineral water for the Indian 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 Internet facilities using conversion. 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. PRICES FOR FOLLOWING PACKAGING VARIANTS (AN ECONOMIC FACTOR AFFECTING THE BUYER’S BEHAVIOR) 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 middleincome 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 liters, making Bisleri both convenient and affordable. The company is following a very aggressive pricing. Its product is available at a very reasonable price. 1.2 Ltrs Rs. 10/2 Ltrs Rs. 20/5 Ltrs Rs. 40/20Ltrs Rs. 120/- PROMOTION Modern 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 left 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. COMPETITION IN MARKET The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple of years. This is drawing the big guns attention. First Britannia launched Evian. And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning a foray. Meanwhile, Parle Agro’s Bailey has been growing steadily. Small local players too are breathing down Bisleri’s neck riding on better trade margins and intensive distribution (in their respective areas of operation). The competition facing Bisleri can be categorized into a few brand names like Parle Bailey Pepsi Aquafina Coca Cola Kinley With Parle’s Bailey being the main competitor and second in market share in the organized market, Bisleri faces tremendous competition from the unorganized sector. AQUAFINA The advantage for Aquafina is that though there are over 300 labels of bottled water in the Indian market, few can be called brands. It is necessary to remember that every product with a name is not a brand; even Bisleri has become generic to this category. It does not have any emotional values attached to it. So there was no difficulty for Pepsi in creating space in such a market, which is completely different from the soft drinks market, where it will be very difficult for any new player to find a slot. So the creative team at HTA virtually had an empty canvas to work on. And it came up with a campaign that did have people talking. First, a series of teasers, followed by a film that showed healthy bodies and youthful people and, of course, lots of water. Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10, is competitive. And it is safe. In addition to the tamper proof seal, there is a reliable method of checking whether the bottle has been refilled. The . Southern part of India accounts for 20% of the sale of the whole water market industry. Parle Agro’s. putting to rest rumors of its so-called takeover of Bisleri. Bisleri would have a tough competition from Bailley since the company plans to spread its presence in that part of the country.Bailley Bailley the brand that is owned by Ramesh Chauhan’s brother Prakash Chauhan is very popular in the southern part of India. the probability of which is very low. Thus a person who is refilling it would have to find a matching cap and bottle. COCA COLA. For Rs. This is another point. Like Bisleri it also gives the 1 lt. Kinley is targeting institutions. which the company would have to take care of to face the competition. And also the company would have to enter that market with a strong distribution base. We know the fact that Bailley has grown at a rapid pace using the route of franchising.10. Another thing that makes the competition difficult for the company is the price at which it’s competitor is offering the product.KINLEY Coca-Cola joined the race by announcing the imminent launch of its own brand of water and. which it can capitalize. The only strength point of the company. in the process. which Bisleri has not adopted as yet. is it’s generic name.date of manufacturing has been written on the cap as well as on the bottle. what data has been collected and what particular method has been adopted and a host of similar other question are usually answered when we talk of research methodology concerning a research problem or study. so decisions are based on data collected reductive. within specified boundaries. so it investigates a small sample which can be generalized to a large population replicable. in what way and why the hypothesis has been formulated. Sampling:- . so procedures can be duplicated or understood by others empirical.RESEARCH METHODOLOGY Definition of Research: The word research is derived from the Latin word meaning to know. how the research problem has been defined. so others may test the findings by repeating it Research Methodology:The research conducted by Exploratory Research this type of research is Qualitative and Quantitative. It is a systematic and a replicable process which identifies and defines problems. Qualitative refers to the characters of the data or process by which the data are gathered. It disseminates the findings to contribute to generalize able knowledge. The five characteristics of research are: problem solving which identifies variables and tests relationships between them logical. Why a research study has been undertaken. The research process consists of a series of closely related activities. Why a research study has been undertaken. It employs well designed method to collect the data and analyses the results. The survey was conducted of 50 outlets in Aligarh. It may be geographical as well as individual. A questionnaire was prepared and interviewing with Retailers and Consumers. A decision has to be taken concerning a sample unit before selecting the number of samples. The function of research design is to provide for the collection of relevant evidence with minimal expenditure of efforts. time and money. . b) Secondary data like magzines. news paper and net etc. The means of obtaining the information is through : a) Primary data like questionnaire and mock interview. Size of Sample:This refers the number of items (Outlets) to be selected from the finite universe to constitute a sample size.The data was to be collected only from the Consumers and Retailers. TOOLS AND INSTRUMENTS USED FOR THE STUDY It is necessary for a researcher to define conceptual structure which research would be conducted. In dealing with any problem. The questionnaire is given to the respondents who are expected to read and understand the questions and write the response in the given space meant for the purpose in the questionnaire. Two sources to collect data are namely: 1. time and other resources. once the sample has been selected the data must be collected from the sample population. A typical questionnaire consists of a number of questions arranged and printed in definite order on a form or a set of forms. They can be broadly classified in to two categories. This method is quit popular.PROCEDURE OF DATA COLLECTION Data compilation is an intermediate stage between data collection and analysis. Secondary Source PRIMARY SOURCE OF COLLECTING DATA The Primary Data that I collected were the first hand information which I received through personal interviews with the consumers and through questionnaires. There are several ways of collecting appropriate data which differ considerably in context of money cost. QUESTIONNAIRE TECHNIQUE The method of collecting data mailing and personally distributing questionnaire to the respondents is the most extensively employed technique in various economical surveys. Data compilation involves classification and summarization in order to make data amenable to analysis. particularly in case of big inquiries. Primary Source 2. . This data gave the most vital information for making my analysis of the prevailing purchasing behavior of the consumers. RESEARCH DESIGN : The research design which has been used in the project report is descriptive in nature. SECONDARY SOURCE OF DATA COLLECTION Secondary Data involved in my research were the information that I collected through the various broachers and pamphlets of the company which were provided to me during the analysis. it is assumed as a best means for collecting data where respondents are not so literate to answer to question tailored in the questionnaire. . Here Aligarh region has been taken as a geographical unit and retailers as an individual unit. SAMPLING UNIT : A decision has to be taken concerning a sample unit before selecting the number of samples.Mock interviews Mock interviews are basically just to save the time of both the respondents and the researcher and along with this. SAMPLE DESIGN: The sample design which has been use in this project report is simple random sampling. It may be geographical as well as individual. distribution. The study is limited only towards the attributes like price. style. To study those aspects which improve the company’s dealer service as both in sales process & after sales service. Scope of the Study Bisleri Company is satisfying customer’s demand. .OBJECTIVE • TO Study the marketing Strategies of Bisleri in current Scenario. • To assess the brand awareness of the Bisleri in the Mineral Water Segment. To know the customer expectations restricted within Hagaribommanahalli. taste and mainly purity of water. • To Study the brand positioning of Bisleri. • To find out the preference level of respondents regarding Bisleri Brand of Bottle. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. The buyers.COMPANY PROFILE Mineral Water under the name 'Bisleri' was first introduced in in glass Mumbai bottles in two varieties . were mainly the upper class . This company was started by Signor Felice Bisleri who first brought the idea of selling bottle water in India. efforts to expand the bottled water market were not exactly painstaking. Parle's taking charge of Bisleri did not make a dramatic difference to the brand's fortunes immediately. which was so abundantly available.BISLERI .the trendy people.. In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly made a difference in the sales.bubbly & still in 1965 by Bisleri of Ltd. then. Moreover they were not ready to pay for a commodity like water. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. There were just minor initiatives on part of the company for making mineral water. Parle bought over Bisleri (India) Ltd. as it was not considered to be a very profitable business at that time as people still considered boiling water to be a safer and better than mineral water. Parle at that particular time was interested in making soda water and not mineral water. . While it did gain in terms of visibility and reach (piggybacking on Parle's existing distribution network). a company Italian origin. . It is our commitment to offer every Indian pure & clean drinking water. has made us synonymous to Mineral water & a household name. This was the time when it started concentrating on making Bisleri a success in the domestic mineral water market.water brought to you from the foothills of the mountains situated in Himachal Pradesh. The reason why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative business of mineral water in Bisleri's equity. The charge of Bisleri water. we have introduced Bisleri Natural Mountain Water . remained with Parle. however in our effort to bring to you something refreshingly new. 250ml bottles. Since 1995 Mr. it agreed to a settlement that allowed the multinational to bottle and distribute Bisleri soda for a time frame of five years. While Coca-Cola actually bought over Parle's beverages. Ramesh J. We have our presence covering the entire span of India.Thumps-up.5L. Bisleri Water is put through multiple stages of purification. 500ml. 1. In our future ventures we look to put up four more plants in 06-07. We command a 60% market share of the organized market. ozonised & finally . 2L which are the non-returnable packs & 5L. Presently we have 8 plants & 11 franchisees all over India. We are present in 250ml cups. We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India. 20L which are the returnable packs. limca etc. The upsurge in the sales of Bisleri started from this point as Parle sold off its stable of brands to Coca-Cola. 1L. you think Bisleri. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Till date the Indian consumer has been offered Bisleri water.In 1993. Hence our product range now comprises of two variants : Bisleri with added minerals & Bisleri Mountain Water. Coca-Cola bought Parle’s soft drink brands. When you think of bottled water. however. . chairman. Felice Bisleri. In our endeavour to maintain strict quality controls each unit purchases performs & caps only from approved vendors. Over 100 brands are vying for the Rs 1. The Strategist takes a look at how it all started with Bisleri and how Ramesh Chauhan. So we merely used the name and launched Bisleri soda with two variants carbonated and non-carbonated mineral water. Excerpts from a conversation with Prerna Raturi: Can I be honest? When we bought Bisleri mineral water from the Italian company. Bisleri is free of impurities & 100% safe.200 bottled water factories all over India (of which 600 are in one state Tamil Nadu). This has not only helped us improve packaging quality but has also reduced raw material wastage & doubled production capacity. June 10... In such a scenario. Parle Bisleri created a market out of pure water.. we had Thums Up. As a soft drinks company. Enjoy the Sweet taste of Purity. Strict hygiene conditions are maintained in all plants. How Parle Bisleri began…. Gold Spot and Limca (cola. in 1969 -. catchy taglines.we too did not see any potential for the product at that time. We produce our own bottles inhouse. 2005 According to the Bureau of Indian Standards there are 1.the company had been unable to market bottled water and wanted to exit the market -.packed for consumption. Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment. . orange drink and lemonade) but no soft drink company was complete without a soda.000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible better margins to dealers. We have recently procured the latest world class state of the art machineries that puts us at par with International standards. You can be rest assured that you are drinking safe & pure water when you consume Bisleri. aggressive advertising.. though bottled water was something only foreigners and nonresident Indians consumed. tasteless and odourless. the real boost to mineral water came in the early-to-mid-1980s when we switched to PVC packaging and later to PET bottles. "Bisleri is veri veri extraordinary" (the spelling of the punch line was designed to capture the consumer's attention). the earlier brand building efforts focused on Bisleri being healthy with adequate minerals.we could now show sparkling clear water to the consumers. The first print ad campaign captured the international essence and showed a butler with a bow tie. Then. Thus. Meanwhile. The punch line was. it was not an easy product to advertise. too. whatever was available was of bad quality. which created the bottled water industry there.But three decades ago. we still had to increase the distribution. The Italian name added a dash of class to it. since bottled water is colourless. The quality of water available in the country was bad. In India. Initially. It was similar to what Europe faced before World War II. what could we say about a category that had no market? We didn't know our target group. not only was water scarce. Bisleri soda was doing well but we had to discontinue production as we sold our soft drink brands to Coca-Cola in 1993. The campaign was successful and we were being noticed as someone who catered to the need for safe. There was a clear opportunity of building a market for bottled water. It also meant better life for the water. The quality of water in Europe was extremely poor. which meant the dealer margins reduced. And because of limited sales. That's when I started to concentrate on developing the Bisleri water brand. healthy drinking water. holding two bottles of Bisleri. But my interest was in building brands and not in bottling soft drinks. the dealer . However. The PET packaging did not just ensure better transparency -. . The idea was a success and gave the company a growth of 400 per cent. we were constantly looking for new ways to tap the market. the bulk segment constitutes 60 to 70 per cent of our sales and we intend to increase it to 80 per cent in the next two years. At present. Now we had to push sales. soft drinks and so on.2 litre bottle in 2000. which was aimed at those who share their water. Several commercial establishments had no access to piped water. With water scarcity in several cities. The introduction of a comfortable-to-carry 500-ml bottle for just Rs 5 in 1995 not only answered that need.the bottledwater market was estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. But to reach out to the masses. things were hotting up -. Bisleri had captured 40 per cent of the market. We noticed that during wedding receptions. We tapped into this segment by introducing the 12-litre container.margin had to be kept high to compensate low sales. We also introduced the 1. The bulk segment also helped bring down the price per litre from Rs 1012 a litre to about Rs 3 a litre. but also meant doing away with carrying the excess water or throwing it away if you were to buy a one-litre bottle. At the same time. With other brands joining the fray. followed by the 20-litre can. the older guests (above 50 years of age) generally stayed away from ice cream. This also gave us the advantage of higher margins that a crate (12 bottles) generated. we had to make the category more affordable. We realised it was time to move to the next level -. even households are demanding bottled water now. The home pack was made more user-friendly by introducing pouring spouts and jars with dispensers.the bulk segment. They don't keep soft drinks but sell Bisleri. Felice Bisleri.00. which meant more transparency and life for water. we introduced free sampling of Bisleri at the tables where the elderly guests would sit. Early-1980s: Shifts to PVC bottles. The number of outlets where Bisleri is available has increased from 50. for instance. That's not the case with the retail bottled water packs (below 2 litre). Currently. 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. 1993: Sells carbonated drink brands like Thums Up. Take stationery shops and chemists. Soft drink sales are in glass bottles and the distribution model is built around picking up empty bottles and getting them back to the factory. Sales surge Mid-1980s: Switches to PET bottles. the consumption of bottled water is far in excess of soft drinks on such occasions. I still have the mindset of a soft drink seller. Soon customers were ordering bottled water on special occasions.000 at present.we need to keep looking for different avenues. But a product that's not available where it's needed. The other major challenge was distribution. It was bottled in glass bottles then. But that is not enough -. The journey till now 1969: Buys Bisleri bottled water from an Italian company. . That is the kind of exclusivity we look for to get ahead of the distribution network that soft drink companies talk of.000 in 1995 to 2.Hence. is useless. 2005: Bisleri launches its Breack away seal fear factor and play safe campaigns which establish its purity and safety bisleri has the longest SKU range of 500 ml. 5ltr and 20 ltrs 2006: bisleri changes its design and packaging from blue to green. 2011: Bisleri Launches stay protected campaign with Bissi spreading the massage of protect the a one your love Introduced Home pack (15 Ltr) An Ideal size for home use .1 per cent compared to Bisleri's 34. The national retail stores audit by ORGMARG show sKinley's marketshare at 35. the licence is restored one-and-ahalf months later. 1.4 per cent. 1 ltr.2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. differentiating it self from the competition launches natural mountain water from the himalayes made available in all its purity 2010: launches a limited edition of celebration and celebrate cricket labels in 250ml and 500 ml packs also launched Vedica Natural mountain water from the Himalays. 1998: Introduces a tamper-proof and tamper-evident seal. 2002: Kinley overtakes Bisleri.2 ltr. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did not carry ISI label. Jayanti Chauhan Mrs. R K Garg . Anjana Ghosh Mr. Ramesh Chauhan .Chairman and managing director Board of Director Mrs.Team of bisleri Mr. Zainab Chauhan Ms. Ltd is to enter value-added water business. or even a lower figure. MNCs began to draw up plans to enter the market. The market started growing an astounding rate of over 100% per annum. Hello. Parle Agro’s Bailley comes a close second with market share of 15%. Last year the industry had around 170 brands. and Florida etc. The company will launch flavoured packaged drinking water in the country by March next year.has only Rs5bn of market share.branded mineral water -. Ganga of T-Series. Nestlé’s Perrier. plastic or PUF bottles. This figure is over 300 presently. which is dominated by small regional players. Parle’s Bisleri is the market leader with a share of more than 45%. liberalization happened and the mineral water industry began to be stirred and shaken. Sensing the opportunity that this segment holds. The major foreign players are Coca-Cola promoted Kinley. In the branded segment. Nestlé’s Pure Life. The market is still growing – at a rate greater than 80% per annum. Pepsi’s Aquafina. Britannia’s Evian. Today the market is proving to be yet another battlefield for an ongoing battle between the Desi’s and MNC’s. Pepsi’s Aquafina. In addition to this. Himalayan. . Indians carried drinking water in earthen pitchers. The rest is accounted for by the unorganized sector.MINERAL WATER INDUSTRY “CURRENT MARKET SCENARIO” A few years back. But increasing cases of typhoid and other waterborne diseases began to be reported. The market today has grown to Rs11bn. India’s largest packaged water company Bisleri International Pvt. Herbert sons and Danone International. Other major players in the market are Yes of Kotharis. the mineral water market had been crawling at the rate of 3-4%. The fact that there were very few players in the market meant that their business grew by leaps and bounds. The organized sector -. Coca-Cola’s -Kinley Prime. The deal is expected to go through by December this year..“We are conducting research and development with at least 12 fruit flavours. it had launched a premium water brand Mountain Water. strawberry and orange. Ltd and Tata Tea Ltd.” said Ramesh Chauhan. With the move. Companies such as Coca-Cola India Inc. Bisleri’s focus on premium segment. Catch. senior analyst with Data monitor. The company also plans to tweak its packaging and look to give it an international appeal and compete with biggies such as Nestle and Groupe Danone. is part of its strategy to tap higher-margin opportunities in the packaged water business. which currently contributes 25-30% to its total sales.. Bisleri. however.” said Puneet Bansal. there is only one prominent player. We aim to launch it by March next year. Bisleri aims to strengthen its position in a space in which other leading beverage companies have also evinced interest.” said Chauhan. Its brand. the . According to Datamonitor Plc. to Rs1. a UK-based consumer research firm that tracks various sectors in India. the flavoured water market was estimated to be around $50 million (Rs196 crore) in 2006 and is expected to grow to $70 million by 2010. are aimed at trebling Bisleri’s sales from around Rs300 crore now. also plan to enter the flavoured water business. Last year. for flavoured water. “The flavored water market is still at a nascent stage in India. “We are in talks with several distributors in Europe to launch our premium water there. such as nimbu paani. Higher price. The moves. limited products and alternative home-made products are some of the barriers for the growth of this segment. in the segment. said Chauhan. chairman. So far.000 crore by 2009. PepsiCo India Holdings Pvt. DS Foods. is priced at Rs30. To push its sales. The company plans to launch this brand in Europe soon. the company continues to rule the conventional bottled water segment. the company plans to double its capacity of one million bottles a day through adding more contract packers and upgrading its bottling capacity.66 million cases across the country against 1. Also. “We might have sold our carbonated brands.79 million cases sold in the same month last year. It said that for October. Meanwhile. Limca and Gold Spot.”he added. it registered sale of 2. . He said Bisleri was doing well and he had no plans to sell it out.company is also planning to double its distribution network from 800 distributors this year to around 1. including Thums-Up. due to a lack of choice. Chauhan also dismissed speculation that he may sell out his water business. But.500 in the next six months. now I am in a position to build and sustain Bisleri and will not sell it at any cost. consumers accept any brand offered by the retailer when they ask for Bisleri. but its not very good when consumers think any mineral water brand is Bisleri”.PRODUCT PROFILE “It’s a compliment being generic to the category. a product established in India by Ramesh Chauhan. So far Ramesh Chauhan’s Bisleri enjoys the largest market share of 56% in the Rs1100 crores mineral water markets and is growing at the rate of 180% per annum. Chairman of Parle Aqua Minerals has become a generic brand. The brand has become synonymous with mineral water. In seventies. Annual sales of Bisleri have touched Rs400 crores. .Bisleri. Bisleri was the first marketed bottled water in a totally virgin market. which hitherto have been unexplored by the company. Goa. South 20% and the East 15%. Bisleri has 5 plants in the North.three-fourths of which are company owned. The balance is run by franchisees. and the sale was to the tune of approximately one hundred thousand cases valued at about Rs. 5 in the Westtwo of which were setup in the last year at Ahmedabad and Surat. Delhi. Indore and Nepal. which had national presence. Punjab. Uttar Pradesh. 4 in the South and 2 in the East. Orissa. MANUFACTURING A quick look at Bisleri's manufacturing reach indicates that it is represented across the country – North accounts for 35% of sales for the industry. Mumbai.'Bisleri' was the only mineral water. Bangalore. West accounts for 30%. The company has bottling units located in Chennai. Bihar and North Eastern States. Calcutta. In order to be available in untapped areas Bisleri has setup 16 plants located all over the country . It is also changing its production strategy and shifting to a 10-hr . Jaipur.60 lacs. The new plants are being set up in states like Kerala. the development of standards for drinkingwater requires significant resources and . to 25. Conscious of the environmental implications of its PET bottles. PURE BOTTLED DRINKING-WATER Is Dangerous The Safety of Bottled Drinkingwater Because of the large number of possible hazards in drinking-water. In centers other than Delhi and Chennai. The expansion will also increase the number of company's bottling plants from 16 at present. It doesn’t have any intentions to acquire any existing plants.60 crores in the upgradation of facilities. The processed material will be an input for polyester yarn manufacturers.50m.production schedule with sudden increase in demand planned to be met by additional production. the company will set up crushing units to crush the used PET bottles. These will process 500 kg of PET per hour. The 120-bottles per minute (BPM) capacity of the 16 units across the country will be increased to 240 BPM. The company's expansion plans will see its water bottling capacity go up from the present 400 million liters to 500 million liters. Parle Bisleri Limited (PBL) is planning to invest Rs 200 crores to increase its bottling capacity and double its turnover. the company is to set up recycling plants at Delhi and Chennai. The company will set up all the new plants as green field plants. Bisleri has planned to expand its operations by investing Rs. each with an outlay of Rs. Drinking water filled in hermetically sealed containers of various compositions. WHO.). form. Aquafina (Pepsico India Holding Pvt. water and air contamination. The bottled water market share of major brands is Bisleri (51%).). Yes (11%) followed by Kinley (10%). guidance is available at the international level. Ltd.). one of the co-sponsors of the CAC. Fortunately.) and of .expertise. CSE Report on pesticide residues in bottled water The Centre for Science and Environment. Ltd. has set up the Pollution Monitoring Laboratory to monitor environmental pollution. Ltd. Aquafina (4%). Kinley (Hindustan Coca Cola Beverage Pvt. a non-governmental organization based in New Delhi. Bailley (Parle Agro Pvt. Bailley (17%). has advocated the use of the Guidelines for Drinking-water Quality as the basis for derivation of standards for all bottled waters. which many countries are unable to afford. International Standards for Bottled Drinking–water The intergovernmental body for the development of internationally recognized standards for food is the Codex Alimentarius Commission (CAC).Ltd. and capacities that is suitable for direct consumption without further treatment FACTS Bottled drinking water samples of some top brands– Bisleri (Parle Bisleri Pvt. Its main aim is to undertake scientific studies to generate public awareness about food. The World Health Organization (WHO) publishes Guidelines for Drinking-water Quality which many countries use as the basis to establish their own national standards. activated carbon filtration. which claim to use treatment methods like purification filtration. date of manufacture and batch number. which were being sold and manufactured in Mumbai and nearby areas like Pune and Daman. Even the top brands. On the basis of the results different brands can be rated in terms of total organ chlorine and organ phosphorus pesticides from least to most contaminated asAquafina Macblue Bailley Kinley Seagull Sheetal Bisleri Brilliant Bally Apurva .other less popular brands like Best. It might be due to the reason that the manufacturers may be by-passing the raw water after partial treatment and remixing it with the fully treated stream so as to cut down the cost of treatment. Seagull etc. were purchased randomly. Royal Aqua. demineralization and reverse osmosis were found to contain residues of pesticides.. All the samples were purchased from retail outlets in the market and from railway station and were checked for proper seal. 4. It is involved in sales and mopeds. Aradya Motors has employed the following number of staff.DEALER PROFILE 4. This showroom is earning higher sales in all the three segments. Aradya Automobils has well designed and well equipped showroom and it also service station which is located behind the showroom. scooters and motor cycles.1 INTRODUCTION Aradya Automobils showroom is located was established on 4th April 2000 vehicles.2 MANAGEMENT PROFILE Administrative staff Manager Counter sales Spare Sections Mechanics 4 Executives 1 2 2 1 Head Mechanic and 3 Main Mechanics Supervisor Helpers Sales 1 6 4 . Road This in besides Main with the purpose of dealing in Hero honda Hagaribommanahalli city. There are no service engineers in the firm. dealer is conducing some programs. has As it is a newly established firm. They are located in the following places Kudligi. The customers are informed through advertisements in local newspapers and some customers are attracted through attracted through company popularity.Service Accountant Finance 8 1 4 There are so many types of financiers who provide assistance to Aradya motors like HDFC. City Finance. it is striving very hard to earn high reputation During the exchange mela. ICICI. in Hagaribommanahalli city. But area service engineer from the company visits the firm once in 15 days. Aradya Automobils vehicles in that 3 days program. achieved greater sales by selling 12 This agency has its sub-branches in other places. Ashok Leyland Finance. Kottur. Recently in the month of February Aradya Automobils organized “Exchange Mela” for 3 days. Hadagali. To give better service to customers. and Centurion Bank. . INTERPREATION & ANALYSIS In hagaribommanahalli I contact 100 members whose responds about bisleri water. INFERENCE: The Above Table Shows. all types of people using this product and response very will. purity. 84% of respondents are male and rest of 16% respondents are female. Graph showing Classification of respondents based on their gender . of water as shown below Analysis 1 Table showing Classification of respondents based on their gender: Gender Male Female No of respondents 58 42 Percentage changes 58% 42% The above table shows out of 50 respondents. and also give use full reaction about Distribution. e.2. Table showing Classification of respondents based on their age. 24% of respondents fall under the age group 46 and above category INFERENCE: Majority of respondents fall under the age group 36-45 and 46 above age . 24% of respondents fall under age group 36-45. and rest i. Age Below 18 18-25 26-35 36-45 46 and above No of respondents 10 22 20 24 24 Percentage changes 10% 22% 20% 24% 24% The above table shows that 10% of respondents fall under the age group of below 18. 20% of respondents fall under the age group 26-35. 22% of respondents fall under the age group 18-25. Graph showing Classification of respondents based on their age . 3. 12% of respondents fall under profession and rest of respondents i. Occupation Private job Govt job Business/self employed Profession Students INTERPRETATION: The above statistical table shows that 30% of respondents fall under the category private job. category students.e. Table showing classification of respondents based on their occupation. and 08% fall under the category government job. 40% fall under the category business/self-employed. 10% fall under the No of respondents 30 8 40 12 10 Percentage changes 30% 08% 40% 12% 10% INFERENCE: . Table showing classification of respondents based on their particulars Particulars Style Packing of caps Purity of water Price No of respondents 18 35 45 02 Percentage changes 18% 35% 45% 02% INTERPRETATION: The above statistical data shows that important criteria used by respondents in selecting bikes. 18% of respondents use style criteria in selecting bikes.Majority of respondents fall under the category Business/self employed.e. INFERENCE: Majority of respondents use mileage criteria for selecting hero Honda bikes Graph showing classification of respondents based on their criteria for selecting bikes . 45% respondents use speed and pickup criteria and rest of respondents i. 4. 35% of respondents use mileage criteria. 02% respondents price criteria. Graph showing classification of respondents based on their occupation. Table showing classification of respondents based on their reason for selecting bikes INTERPRETATION: The above statistical in data shows hero the main bikes. reason 18% of of respondents choosing Honda respondents use style for choosing hero Honda bikes. G r a p h s h o w i n g c l a s s i f i c a t i o n o fr e s p o n d e n t s b a s e d o n t h e i rr e a s o n f o rs e l e c t i n g b i k e s 4 0 % Pe rce nta ge 3 5 % 3 0 % 2 5 % 2 0 % 1 5 % 1 0 % 5 % 0 % S t y l e M i l e a g e 1 8 % 3 6 % 2 0 % 2 0 % 6 % S p e e d a n d p i c k u p R e a s o n P r i c e O t h e r s P e r c e n t a g e c h a n g e s INFERENCE: Majority of respondents use mileage as main reason in choosing hero Honda bikes Graph showing classification of respondents based on their reason for selecting bikes 9.8. 6% use other reasons. 10% of respondents use price and rest i. 20% of respondents use speed and pickup. 36% of respondents use mileage. Table showing classification of respondents based on their opinion towards the price of hero Honda bikes .e. 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6% Low INFERENCE: 80% P e rc e n t a g e c hanges 10% M o d e ra t e H ig h 4% H ig h e r Majority of respondents think that the prices of hero Honda is moderate . 4% think it is higher. 6% of respondents think it is low. 80% of respondents think it is Particulars Low Moderate High Higher Total No of respondents 03 40 05 02 50 Percentage changes 06% 80% 10% 04% 100% moderate. 10% of respondents think it is high and rest i.e.INTERPRETATION: The above statistical table shows the opinion of respondents towards the price of the bikes. Graph showing classification of respondents based on their opinion towards the price of hero Honda bikes 10. 36% of respondents thinks it is very good. 48% of respondents thinks it is satisfactory and rest 6% think it is unsatisfactory. 10% of respondents think it is excellent. No of respondents 05 18 24 03 50 Percentage changes 10% 36% 48% 06% 100% G r a p h sh o w i n g c l a ssi fi c a ti o n o f r e sp o n d e n ts b a se d o n th e i r o p i n i o n to w a r d s sty l e o f b i k e s 6% 10% 48% 36% Ex c e lle n t V e ry g o o d S a ti sfa c to r y U n S a ti sfa c to r y . Table showing classification of respondents based on their opinion towards style of bikes Particulars Excellent Very good Satisfactory Un Satisfactory Total INTERPRETATION: The above statistical table shows the opinion of respondents towards the style of hero Honda bikes. 48% thinks it is satisfactory and rest 06% thinks it is unsatisfactory.INFERENCE: Majority of respondents think that the style of hero Honda is satisfactory Graph showing classification of respondents based on their opinion towards style of bikes 11. No respondents 05 18 24 03 50 of Percentage changes 10% 36% 48% 06% 100% G rap h sh o w in g classificatio n o f re sp o n d e n ts b ase d o n th e ir o p in io n to w ard s m ile ag e o f b ike s 6% 10% 36% E xce lle n t Ve ry g o o d S atisfacto ry U n S atisfacto r y 48% . Table showing classification of respondents based on their opinion towards mileage of bikes Particulars Excellent Very good Satisfactory Un Satisfactory Total INTERPRETATION: The above table shows the opinion of respondents towards mileage of hero Honda bikes. 10% of respondents think it is excellent. 36% thinks it is very good. Table showing classification of respondents based on their opinion towards speed/pickup of bikes Particulars Excellent Very good Satisfactory Un Satisfactory Total No of respondents Percentage changes 09 18 18 05 50 18% 36% 36% 10% 100% INTERPRETATION: The above statistical table shows the opinion of respondents towards the speed pickup of hero Honda bikes.INFERENCE: Majority of respondents think that the mileage of hero Honda bikes is satisfactory Graph showing classification of respondents based on their opinion towards mileage of bikes 12. 36% of respondents think it is satisfactory and rest 10% of respondent think it is unsatisfactory. . 18% of respondents think it is excellent. 36% of respondents think it is very good. Graph showing classification of respondents based on their opinion towards speed/pickup of bikes 36% 18% Excellent Very good Satisfactory 10% 36% Un Satisfactory INFERENCE: Majority of respondents think that the speed of hero Honda bikes is satisfactory Graph showing classification of respondents based on their opinion towards speed/pickup of bikes . 14% of Gra ph s how ing c la s s ific a tion of re s ponde nts ba s e d on the ir opinion tow a rds c olor of bik e s Percentage 50% 40% 30% 20% 10% 0% nt le 32% 14% od 40% 14% Ve Sa y tis fa ct or y Ex ce l tis fa ct or ry go Pe r ce n tag e ch an g e s respondents think it is unsatisfactory. Table showing classification of respondents based on their opinion towards color of bikes Particulars Excellent Very good Satisfactory Un Satisfactory Total No of respondents 07 16 20 07 50 Percentage changes 14% 32% 40% 14% 100% INTERPRETATION: The above statistical table shows the opinion of respondents towards the color of hero Honda bikes.13. Un Sa . 40% of respondents think it is satisfactory. and rest i. 32% of respondents think it is very good. 14% of respondents think it is excellent.e. 70% of respondents think it is easy. 22% of respondents think it is very easy. 4% of respondents think it is not available at all. Table showing classification of respondents based on their opinion towards availability of spare parts of bikes Particulars Very easy Easy Not easy Not available at all Total INTERPRETATION: The above statistical table shows the opinion of respondents towards the availability of spare parts of hero Honda bikes.INFERENCE: Majority of respondents think that the color of hero Honda bikes is satisfactory Graph showing classification of respondents based on their opinion towards color of bikes 14. No of respondents Percentage changes 11 35 02 02 50 22% 70% 04% 04% 100% Graph showing classification of respondents based on their opinion towards availability of spare parts of bikes Percentage changes 80% 70% 60% 50% 40% 30% 20% 10% 0% Percentage 70% 22% Very easy Easy 4% Not easy 4% Not available at all . and rest i.e. 4% of respondents think it is not easy. 54% of respondent service their bike with Authorized dealer. Table showing classification of respondents based on their opinion towards services of hero Honda bikes Particulars Authorized dealers Local garage Authorized service Others Total INTERPRETATION: The above statistical table shows the opinion of respondents towards the service of their bikes.INFERENCE: Majority of respondents think tat the availability of hero Honda spare parts is easy Graph showing classification of respondents based on their opinion towards availability of spare parts of bikes 15. 18% of respondents with local garage. 28% of respondents service with the Authorized service center. Graph show ing cla ssifica tion of re sponde nts ba se d on the ir opinion tow a rds se rvice s of he ro Honda bike s No of respondents Percentage changes 27 09 14 00 50 54% 18% 28% 00 100% 28% 0% Authorize d de a le rs Loca l ga ra ge 54% Authorize d se rvice Othe rs 18% . Graph showing classification of respondents based on their opinion towards services of hero Honda bikes 16.Table showing classification of respondents based on their opinion towards after sale services of hero Honda bikes Particulars No of respondents Percentage changes Excellent Very good Satisfactory Un Satisfactory Total INTERPRETATION: The above statistical table shows the opinion of respondents towards the after sale service of hero Honda bikes. 10% of respondents think it is excellent. 36% of respondents think it is 08 18 20 14 50 16% 36% 40% 08% 100% Graph show ing classification of respondents based on their opinion tow ards after sale services of hero Honda bikes 40% Percentage 30% 20% 10% 0% 36% 40% 16% 8% Excellent Very good Satisfactory Un Satisfactory .INFERENCE: Majority of respondents service their bike with Authorized dealer. 62% of respondents think it is Bajaj. 22% of respondents think T.e. 08% of respondents think it is unsatisfactory.very good. . 40% of respondents think it is satisfactory.S as their better competitor. 06% think it is others. and rest of respondents i. 10% of respondents think it is Yamaha. INFERENCE: Majority of respondents think that the after sale service of hero Honda bikes is satisfactory Graph showing classification of respondents based on their opinion towards after sale services of hero Honda bikes 17 Table showing classification of respondents based on their opinion about the best competitor of hero Honda bikes Particulars No respondents of Percentage changes 22% 10% 62% 06% 100% TVS Yamaha Bajaj Others Total INTERPRETATION: The above statistical 11 05 31 03 50 data shows the opinion of the respondents about the better competitor of hero Honda bikes.V. Table showing classification of respondents based on their mode of Payment Particulars No of respondents Percentage changes Down payment Exchange offer Installment Total INTERPRETATION: 36 03 11 50 72% 06% 22% 100% .Graph show ing classification of respondents based on their opinion about the best com petitor of hero Honda bikes 80% 60% 40% 20% 22% 0% 10% 62% TVS Yamaha Bajaj Percentage 6% changes Others Competitors INFERENCE: Majority of respondents think bajaj as the best competitor of hero Honda Graph showing classification of respondents based on their opinion about the best competitor of hero Honda bikes 18. Graph show ing classification of respondents based on their mode of Payment 22% 6% Dow n payment Exchange offer 72% Installment INFERENCE: Majority of respondents prefer down payment as their mode of payment in selecting bikes Graph showing classification of respondents based on their mode of Payment 19.11% of respondents prefer installment. 72% of respondents prefer down payment.Table showing classification of respondents based on their opinion towards worthiness of bikes Particulars Strongly agree Agree Disagree No of respondents Percentage changes 08 41 01 16% 82% 02% . 06% of respondents prefer exchange offer.The above statistical table shows how the respondents prefer payments. Graph showing classification of respondents based on their opinion towards worthiness of bikes 100% 80% 60% 40% 20% 0% Strongly agree Pe rce ntage change s Percentage 82% 16% 2% Agree Disagree 0 Strongly disagree Worthiness INFERENCE: Majority of respondents agree that their bikes are worth enough Graph showing classification of respondents based on their opinion towards worthiness of bikes 20.Strongly disagree Total 00 50 00 100% INTERPRETATION: The above statistical table shows the opinion of the respondents towards the worthiness of their bikes. 02% of respondents disagree. 16% of respondents strongly agree their bikes are worth enough. 82% of respondents agree. and rest 0% strongly disagrees. Table showing classification of respondents based on their opinion about road grip of bikes . 30% of respondents think it is very good. 16% of respondents think it is excellent.Particulars Excellent Very good Satisfactory Un Satisfactory Total No of respondents 08 15 18 09 50 Percentage changes 16% 30% 36% 18% 100% INTERPRETATION: The above statistical table shows the opinion of respondents towards the road grip of bikes. 36% respondents think it is satisfactory. INFERENCE: Majority of respondents think that the road grip of hero Honda bikes is satisfactory . rest 18% of respondents Graph showing classification of respondents based on their opinion about road grip of bikes 40% 35% 30% 25% 20% 15% 10% 5% 0% Excellent Very good Satisfactory Un Percentage Satisfactory changes 36% 30% 16% 18% think it is unsatisfactory. Graph showing classification of respondents based on their opinion about road grip of bikes . 2. 20L which are the returnable packs. The soft target Selling bottled water requires constantly expanding the market. It is also present in 250ml cups. Which brand of bottle water do you sale more? The brand customer prefer more: Why do you prefer to sell this particular Brand? On what basis customer prefer to purchase? Do you get any customer complaints for Bisleri? Are your suggestions considered by Bisleri? On what basis you motivate a customer to purchase a particular Brand? 8. 3.5L. 4. thirst and refreshment followed by status to some degree. There is very little the mineral water brands can do to add the fun element around the product. The thirst and the status value of the mineral water are well accepted. 1L. 5. When a customer talk of mineral water which brand comes into his mind? CONCLUSION Bisleri have developed 8 unique pack sizes to suit the need of every individual. 500ml. All the soft drinks addresses three issues: fun. 250ml bottles. 6. . 7. 2L which are the non-returnable packs & 5L. 1. The company should also target the market for soft drinks.FINDINGS The following findings are obtained and are based on primary data:1. . RECOMMENDATIONS Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product. since some of the respondents failed to give correct information. because people using purifier system cost too much. It should be understood that if the mineral water is easily available everywhere then it can be said with confidence that it would be able to replace the soft drinks as thirst quencher. Place like departmental stores. If we try and look at the reasons that why consumers buy soft drinks as thirst quenchers: we would find the answer as that either water is not available or if it is available then safety is not assured. so the conclusion cannot be generalized. petrol pumps and super bazaars can also be considered. as they are the potential customers.Again here. LIMITATIONS • A small segment of the market has been covered for the research purpose. • The data collected cannot be free from errors. To aware people the cost benefit analysis to the customer of how the mineral water would cost less and benefit more. backed by a good distribution network mineral water industry can grow at a rapid rate. clubs and airports where upper class group visits. Display of hot and cold dispensers and bottles at places like hotels. Therefore. it becomes important for the company to have a good distribution network. The company should organize camps at various part of the city also road show to bring about the difference between mineral water and filter/purified water and to tell the people how mineral water is more hygienic than filtered water/purified water. com ANNEXURE QUESTIONNAIRE 1. BIBLIOGRAPHY Marketing Management:Philip Kotler Annual Report:Bisleri 2007 Business Magazines India Today Annual Addition 2008 Business Today. .discovery. Kingfisher.google.• Study accuracy totally based upon the respondents response.com www. Which brand of water bottle you sale? a. • Stipulated short span of time for doing research. Business World August 2008 Websitesα www.com www.bisleri. b. d. Price. Quality. Demand. On what basis customer prefer to purchase mineral water? a. c. b. c. d. Others. Kinley. Others. e. c. Brand. 3. Quality. b. 4.b. c. Kingfisher. Profit Margin. The brand customer prefer more: a. Bisleri. Bisleri. Availability. Cust. Kinley. . d. 2. Aquafina. Aquafina. Why do you prefer to sell this particular brand? a. e. . Aquafina. Availabilty. Do you get any customer complaints for Bisleri? a. Kinley. yes b. Are your suggestions considered by the company? a. No. Kingfisher. Price. On what basis you motivate a customer to purchase a particular brand? a. 5. b. b. When a customer talk of mineral water. Others. Yes b. c. Bisleri. no. 6. 8. e.d. Brand d. Availabitliy. c. which brand comes into his mind? a. 7. d. Quality.