APROJECT REPORT ON STUDY OF BRAND AWARENESS AND PRODUCT ACCEPTABILITY AMONGST THE SOCIETY CONSUMERS IN GHAZIABAD REGION Partial fulfillment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India) BY Bisleri International pvt. Ltd. PRADIP KHATUA Roll No. – PG-13-019 (2013-2015) Faculty Guidance Prof. Dr. Aakanksha Uppal Asst. Professor, INMANTEC Business School Corporate Guidance Mr. Syed Farid Ali Assistant Manager (Sales) Bisleri International Pvt. Ltd. INTEGRATED ACADEMY OF MANAGEMENT AND TECHNOLOGY Ghaziabad Date: 08-07-2014 1 ACKNOWLEDGEMENT 2 ACKNOWLEDGEMENT “If a man waited for the time When he could do things best He would have done nothing” Written words have an unfortunate tendency to reduce genuine gratitude into silted formality. However we feel that this is the only way to record one‟s gratitude. When all work is done, it is a pleasant job to thank all those who were at every instant supervising us and ensuring the completion of the decoded work. Any project report is not outcome of alone person. It is teamwork and I take this opportunity to thanks all those persons who have continuously guided me. I wish to express my deep gratitude to Mr. Syed Farid Ali (corporate guide),Mr. Anil Dhankhar sir(Marketing Officer of Bisleri),Mr.Manoj Yadav(Marketing Executive of Bisleri) and Dr.Aakanksha Uppal (Faculty guide)who helped me in different ways at the time of my Summer Training Project Report. I take this opportunity to express my deep gratitude to MR SANJEEV SINGH (HR OF BISLERI) for their invaluable guidance inspiration and offCourse moral support through my project session. I express my profound sense of gratitude to my HOD Dr. Rishi Taparia and Pooja Yadav who provided me such type of opportunities for getting interacted to all the practical aspects of the marketing in such type of big Organization.I am also thankful to all the faculty members of INMANTEC Business School for their co-operation. Finally, I am indebted to my parents and my family members who extended to help me in every aspect PRADIP KHATUA INMANTEC BUSINESS SCHOOL 3 Table of content 1. Introduction…………………………………………………. 05 1.1. Purpose of the Study ……………………….. 08 1.2. Industry Overview……………………………. 10 1.2.1. A ……………….. 1.2.2. B ………………. 1.2.3. C ………………. 1.2.4. D ………………. 2. Literature Review 2.1. ……………… 2.2. ……………… 3. Research Objectives and Hypotheses ……………………23 4. Research Methodology………………………………………25 4.1. Research Design……………………………….26 4.2. Data Requirements…………………………….28 4.3. Data Collection Method and Instrument……..30 4.4. Sampling and Sample Size……………………32 4.5. Data Analysis Techniques…………………….34 5. Data Analysis and Interpretation……………………………35 6. Findings of the Study…………………………………………53 7. Recommendations……………………………………………56 8. Conclusions……………………………………………………60 References………………………………………………………63 Annexure………………………………………………………..66 Annexure A 4 1. Introduction 5 INTRODUCTION Water is the most important necessity for life. The drinking-water needs for individuals vary depending on the climate, physical activity and the body culture. But for average consumers it is estimated to be about two to four litres per day. The growing number of cases of water borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of pure and safe water etc. has made the bottled water business just like other consumer items. Scarcity of potable and wholesome water at railway stations, tourist‟s spots, and role of tourism corp. etc. has also added to the growth. Almost all the major international and national brands water bottles are available in Indian market right from the malls to railway stations, bus stations, grocery stores and even at panwala's shop. Before few years bottle water. Was considered as the rich people's choice, but now it is penetrated even in rural areas. The growth and status of Indian Bottled Industry in comparison with Western or Asian market, India is far behind in terms of quantum, infrastructure, professionalism and standards implementation. The per capita consumption of mineral water in India is a mere 0.5-liter compared to 111 litres in Europe and 45-liter in USA. Also As per UN study conducted in 122 countries, in connection with water quality, India's number was dismal 120. In comparison to global standards India's bottled water segment is largely unregulated. Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17, 2010 to be aware of water conservation techniques to avoid grave water crisis in future."It is so sad that today, people are forced to buy water in plastic bottles. I am told that bottled water industry is worth nearly 10000 crore rupees and even big companies like the Coke and Pepsi are involved in this bottling of water and making money. So, it is imperative that we ought to save 6 water," he added. Do not be surprise if today's bottles water industry becomes next Oil industry by 2025. 7 1.1. Purpose of the Study 8 PURPOSE OF THE STUDY Bisleri is the top water bottle manufacturer and dealers in India. The aim is to study the product and its awareness in the general public and among the existing customer. making this studying we can find out the level of customer value and satisfaction they are providing and also the area where they are lagging in the field of promotional activities. 1) This report is useful for the researchers who are willing to do research on the Mineral water Industry. 2) The study helps to obtain suggestions for improvement of product and service and also helps for finding out satisfaction level of customers towards Bisleri 20 ltr jar. 3) It helps current senario the brand awareness and field promotional activities of Bisleri. 4) This report shows the problems associated with the Mineral water industry in the market as it helps in removing these problems. 5) This report can be useful as a secondary data for Mineral water industry. 6) To understand the effectiveness of Promotional strategies adopted by Bisleri. 9 1.2. Industry Overview 10 INDUSTRY OVERVIEW About the waverage Industry Corporate control over water and water distribution in India is growing rapidly: the packaged water business is worth Rs 1,000 crore, and it's growing at a huge 40-50% annually. Around 1,200 bottling plants and 100 brands of packaged water across the country are battling over the market, overdrawing groundwater, and robbing local communities of their water resources and livelihoods Bottled water, one of India's fastest-growing industries, is a business built on the foundation of bad governance, inequity and blatant exploitation. Hard to believe, but the evidence is becoming clearer. According to UNDP estimates, around 1.2 billion people worldwide lack access to clean drinking water. Today, there are more people in the world's hospitals suffering from waterborne diseases than any other ailment. Some 6,000 children die of such diseases every day. Providing safe drinking water is the responsibility of the state. That they are failing miserably is evident from the fact that over 1,600 Indians reportedly die every day because of waterborne diseases. Despite these astounding figures, the Indian state has literally washed its hands of the responsibility of providing clean drinking water to its citizens. When one in six people globally lives without access to clean drinking water, does the answer lie in high-tech water purifiers and bottled water that's out of reach for a majority of the Indian population? Multinational corporations would have us believe so. And the reason is not hard to find: along with imported water treatment technology like activated carbon and ultra violet (UV) disinfection (Aquaguard), reverse osmosis (Reviva) and resins (Zero-B), the water treatment market is estimated to be worth around Rs 700 crore. The bottled water industry is estimated to be a whopping Rs 1,000 11 crore business. Ithas grown at a rate of 40-50% annually over the past four years or so. According to the Bureau of Indian Standards, there are 1,200 bottled water factories all over India (of which 600 are in the state of Tamil Nadu). Company Profile ABOUT THE COMPANY Since 1960’s no one would think that water will sell. Every one is not a visionary Mr. SIGNORE FELICE BISLERI was a visionary of Bisleri. Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. 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 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. Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the entire span of India. 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. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Bisleri. 12 We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in our effort to bring to you something refreshingly new, we have introduced Bisleri Natural Mountain Water - water brought to you from the foothills of the mountains situated in Himachal Pradesh. Hence our product range now comprises of two variants : Bisleri with added minerals & Bisleri Mountain Water. It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is put through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants. In our endeavour to maintain strict quality controls each unit purchases performs & caps only from approved vendors. We produce our own bottles inhouse. We have recently procured the latest world class state of the art machineries that puts us at par with International standards. This has not only helped us improve packaging quality but has also reduced raw material wastage & doubled production capacity. You can be rest assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is free of impurities & 100% safe. Enjoy the Sweet taste of Purity Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone significant expansion in their operations. The company has witnessed an exponential growth with their turnover multiplying more than 13 twenty times in a short span of 10 years. The average growth rate over this period has been around 40% with Bisleri enjoying more than 60% of the market share in the organized mineral water segment. Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4 new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it was the pioneer of the bottled water industry in India has made it synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri'. Rigorous Research and Development and stringent quality controls have made it market leaders in the bottled water segment. Bisleri has always been committed to offering every Indian pure and clean drinking water. Hence Bisleri water is put through multiple stages of purification, ozonisation and is hygienically packed for final consumption. To maintain strict quality controls in every unit, Bisleri not only purchase caps from approved vendors, but also manufacture own bottles, in-house. To be at par with International standards, they have recently procured the latest state-ofthe-art machinery which has not only helped them improve packaging quality but has also reduced raw material wastage and doubled production capacity. One can rest assured that they are drinking safe and pure water when they consume Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity! Company Background 14 In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was introduced, things started to change, and sales increased rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thumps Up, Limca and Gold Spot. Recognising the potential of the packaged drinking water market, he then went on to concentrate on making Bisleri a top selling brand in India. The Present It was around the year 1995, when Parle Exports took charge of the brand operations and the business took off in the market. With factories across India and a strong distribution network, Bisleri established itself as a force to reckon with in the domestic packaged drinking water market. Earlier the packaged drinking water market consisted of five star hotels, tourists and foreigners. As a marketing strategy, a conscious decision was taken by the company that only 40% of the sales should come from these outlets and 60% from general market, i.e. paanwallas, street shops, general stores and even nontourists. This brought about a sea change in the perception in the consumer's mind about consumption of Bisleri. Earlier, drinking bottled water was considered to be more of a status symbol. That thinking has slowly changed to the point where today, not drinking Bisleri is considered as being behind the times. Such has 15 been the presence and penetration of the Bisleri brand in the bottled water segment. About few years ago, in 1998, a strategy was adopted to concentrate aggressively on the home market. The habit of boiling water or using electronic gadgets was not adequate, since the source of water itself was unreliable. 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 weak 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 CFTRItested Bisleri water using European standards and found 'not detected' for all pesticides specified. 16 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 we 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 Bisleri water, however 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, ozonised & 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. 17 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 Shri Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri Jayanti Lal 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 were 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 Pvt. Ltd is 40 years old. It has presently 8 own manufacturing units, 11 franchisee and 32 contract packing facilities across India. We will be expanding the business to reach far & wide. Our plants are now equipped with sophisticated machinery & state of the art technology. 18 Price and various pack size of Bisleri Bisleri believes in value marketing. It is exactly opposite of what other brands stands for. Other brands are pushing volume by sacrificing value. Bisleri is sacrificing volume for value. . However the company after three years in the market has come down to mass marketing. Now it is targeting all the segments in the market. It is even concentrating on the rural areas now. Price of its various pack size are as follows:Packsize no.of bottles Retailers price (Rs.) MRP(per bottle) 250 ml 24 115 Rs.6 250 glass 24 80 Rs.4 500 ml 20 140 Rs.10 1 ltr. 12 115 Rs.15 1.5 ltr. 12 160 Rs.20 2 ltr. 9 160 Rs.25 5 ltr. 1 35 Rs.40 10 ltr. 1 43 Rs.50 20 ltr. 1 60 Rs.70 Soda 24 260 Rs.15 Mountain 12 130 Rs.20 Vedica 12 140 Rs.25 19 BISLERI 20 LITRE JAR Prevention is the best cure, switch to Bisleri today Treat your family to pure Bisleri, in economical, tamper-proof 20L packs: Insist on using Bisleri with the 'specially-developed faucet'. The new faucet ensures that Bisleri is dispensed directly from the jar, leaving no chance for contamination. Also avoid using hot and cold machines or any dispensers, since they could be a source of contamination. Max Retail Price: Rs. 70/Deposit Rs. 150/- (refundable) Stand : Rs. 60/Faucet : Rs. 15/- 20 Bisleri’s Vision Its vision is to be the dominant player in the branded water business where the second player is less than 20% of its business. Bisleri’s Mission It is in the business to serve the customer. He is the most important person. He is the only one who pays. He deserves the best quality and presentation at a worth of the price. It must have world class quality, at the lowest production & distribution cost. This will make it an unbeatable leader, and will have satisfied loyal customers. Bisleri’s values Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and Openness & Transparency. The Journey till Now 1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales urge. 21 Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs.400 crore. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 1998: Introduces a tamper-proof and tamper-evident seal. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 2000: BIS cancels Bisleri's license of water bottling in Delhi since some of the bottles did not carry ISI label; the license is restored one-and-a-half months later. 2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent. 2003: Bisleri says it plans to venture out into Europe and America to sell bottled water.: 2006: Launch of Natural Mineral Water to increase the product portfolio. 2007: Introduced 250ml attractive bottles. 2008-2010: May introduce energy drinks and flavored water. 22 3. Research Objectives and Hypotheses 23 OBJECTIVE 1. Ascertain the awareness level of BISLERI and its distinct image towards 20 litter jar. 2. To find out how does BISLERI fair in the Awareness and recall level as compared to the major competitor. 3. To find out the preference level of respondents regarding Bisleri Brand of 20 litter jar. 4. To understand and realize the needs and wants of consumers and how to fulfill them. 5. To study the satisfaction and to understand the current market scenario. 24 4. Research Methodology 25 RESEARCH METHODOLOGY Research is simply define as a search for facts. It is an investigation of any organization. So Marketing research as the systematic design, collection of data and findings relevant to specific marketing situation facing the company. Research comprises defining and redefining the problems , formulating hypothesis or suggested solutions, collecting , organizations and evaluating data, making deductions and reaching conclusion and at last carefully testing the conclusions whether they fit the formulating hypothesis. Research methodology is a procedure designed to the extent to which it is planned and evaluated before conducting the inquiry and the extent to which the method for making decisions is evaluated before conducting the inquiry and the extent to which the method for making decisions is evaluated. The research methodology if scientifically developed enables the research to establish with high degree of confidence, cause and effect relationship between the research between the research activities and observed outcomes. 26 MARKET RESEARCH PROCESS- Step-1 Define the problem and research objective Step-2 Collect the information Step-3 Analyze the information Step-4 Present the finding Step-5 Make the decision. 27 RESEARCH DESIGN A research design is the overall plan on programme of research. It includes an outline of what the investigator will do from writing the hypothesis and their operational implications to the final analysis of data Market research projects are designed as either (exploratory research or conclusive research) depending upon the objective of study. The objective of the exploratory research is to seek new ideas and to discover new relationship between different set factors in a way that will permit of specific hypothesis. To find out there hypothesis, study of secondary sources of information, survey of knowledge persons on case studies are conducted. Conclusive research provides information which helps in decision making; such research requires identifying cause and effecting relationships. This can be done by case study and experimentation. The present marketing research is more less an exploratory research as its objectives are aimed to find new ideas also the information required was obtained through methods of exploratory research. survey of The information water (Bisleri) has consumers, been gathered retailers, confectionary Overall the research which was used as a prototype for his market Research analysis is: Define research problem. Review concepts and theories. Formulate hypothesis. Design research. Collection of data. Analysis of data 28 from the shops. DESCRIPTIVE RESEARCH STUDY This is a conclusive type of research, it is used where hypothesis testing is to be made or alternative choice is to be done or where the description of situation has to be made. In this type of research study the researcher must able to define clearly, what he wants to measure and must find adequate methods measuring it along with the clear cut definition of population he wants to study. Since the aim of study is to obtain complete and accurate information, the procedure must be carefully planned. REQUIREMENT OF DATA Two types of data have been collected for analysis. PRIMARY DATA It has been collected with the helps of structured non-disguised questionnaire which were personally administered to respondent. Both closed and open ended questions were used to get the designed information. Questionnaires were designed for both consumers and retailers. Important scales and ranking methods were used for collecting the primary data. SECONDARY DATA It has been collected with the help of Internet and oral discussion. 29 Data Collection Method and Instrument It is necessary for a researcher to define conceptual structure which research would be conducted. The function of research design is to provide for the collection of relevant evidence with minimal expenditure of efforts, time and money. In this research the research design was as follows:- 1) Time available for the research is everyday of the week. 2) The means of obtaining the information is through : Primary data like questionnaire Secondary data like magazines, net and Pamphlets etc. 30 PROCEDURE OF DATA COLLECTION Data compilation is an intermediate stage between data collection and analysis. Data compilation involves classification and summarization in order to make data amenable to analysis. In dealing with any problem, once the sample has been selected the data must be collected from the sample population. There are several ways of collecting appropriate data which differ considerably in context of money cost, time and other resources. They can be broadly classified in to two categories. Two sources to collect data are namely: 1. Primary Source 2. Secondary Source PRIMARY SOURCE OF COLLECTING DATA Primary data are measurements observed and recorded as part of an original study, when the data required for a particular study can be found neither in the internal records of the enterprise, nor in published sources, it may become necessary to collect original data, i.e. to conduct first band investigation. The work of collecting original data is usually limited by time, money and manpower available for the study. When the data to be collected are very large in volume, it is possible to draw reasonably accurate conclusions from the study of a small portion of the group called sample. 31 The Primary Data that I collected were the first hand information which I received through personal interviews with the consumers and through questionnaires. This data gave the most vital information for making my analysis of the prevailing purchasing behavior of the consumers. The actual procedures used in collecting data are essentially the same whether all the items are to be included or only some items are considered. There are basically two methods of obtaining primary data, namely: o Questionnaire o Observation Questioning, as the name suggests, is distinguished by the fact that data are collected by asking questions from people who are through to have the desired. Questions may be asked in person, or writing. A formal list of such questions is called a questionnaire. When data are collected by observation, the investigator asks no questions, instead, he observe the objects or actions in which he is interested. Sometime individuals make the observations, on other occasions; mechanical devices observe and record the desired information. B. Designing the questionnaire The success of the questionnaire method of collecting information depends largely on the proper designing of the questionnaire. Designing questionnaire is 32 a highly specialized job and requires a great deal of skill and experience. It is difficult to lay hard and fast rules to be followed in this connection. Although much progress has been made, the designing of questionnaires is still very much an art. This method of data collection is quite popular, particularly incase of big inquiries. It is being adopted private researchers, and workers, and private and public organizations and even government. In this method a questionnaire is sent (usually by post) to the persons concerned with a request to answer the question and return the questionnaire. 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. INTERNAL SOURSESInternal data refer to the measurements that are the by-products of routine business record keeping like accounting, finance, production, personnel, quality control, sales, R & D etc. Since the internal data originate within the business, collecting the desired information does not usually offer much difficulty. The particular procedure depends largely upon the nature of facts being collected and the form in which 33 they exist. The problem of collection is primarily that of having the proper record made at the time the information is secured. The information wanted is frequently to be found in more than one department of the business, which increases the difficulty of getting just the information one wants. Company profit-loss statement Balance sheet Sales figure, Sales-call report Invoice, Inventory records Research reports. B. GOVERNMENT PUBLICATIONS Marketing information guide Country and city data book Industrial outlook Statistical abstract of the United State C. PERIODICALS AND BOOKS Business periodicals index Marketing journals Trade magazines include Advertising Age, Sales & marketing management. Business magazines include Business week, Fortune, Forbes, The Economis 34 SAMPLING The sampling is the study or research conducted on either a small part of population or other things (Area, Product) which has to be surveyed. A brief idea about sampling for this research consisting of its different parameters like… SAMPLING PROCEDURE- how should the respondents be chosen. SAMPLE DESIGN It is definite plan for obtaining a sample from a population dealing with 20 litter jar. The type of sampling used is random sampling used is random sampling design (RSI). The respondent in the sample include consumers and retailers. The sample design which has been use in this project report is Convenience sampling and descriptive in nature. SAMPLING UNIT : I mainly focus the society consumer after getting the permission from maintain manager of the different society. Mostly where the people are more health consus and using RO or take 20 litter jar of Local Brand. SAMPLING AREA Here GHAZIABAD region has been taken as a geographical unit and society consumer as an individual unit. SIZE OF SAMPLE: The survey was conducted of 150 consumer. SAMPLING PROCEDURE I held the canopy in the society there i filled up the questionneaire and taking feedback towards 20 litter jar of bisleri brand. 35 5. Data Analysis and Interpretation . 36 BRAND AWARENESS OF BISLERI 20 LITRE JAR AMONG THE CONSUMER BRAND AWARENESS OF BISLERI 20ltr. JAR AMONG THE CONSUMER Cumulative Frequency Valid Percent Valid Percent Percent Aware 84 56.0 56.0 56.0 Not Aware 66 44.0 44.0 100.0 150 100.0 100.0 Total Figure:- Showing the brand awareness of BISLERI among the customers. INTREPRETATION:-From the above table we can interpret that only 84 respondent out of 150 (i.e. 56%) are aware and rest 66 respondents (i.e.44%) are not aware of the brand BISLERI in 20ltr. Jar segment in the Ghaziabad Region among Society Consumer. 37 SLOGAN OF BISLERI KNOWN BY THE PEOPLE SLOGAN OF BISLERI KNOWN BY THE PEOPLE Cumulative Frequency Valid Yes Percent Valid Percent Percent 107 71.3 71.3 71.3 Can’t Remember 32 21.3 21.3 92.7 No 11 7.3 7.3 100.0 150 100.0 100.0 Total Figure:-Showing the Slogan of BISLERI Known by the people INTERPRETATION:-From the above table we can see that only 107 respondents (i.e. 71.3%) out of 150 knows the slogan of BISLERI, 32 38 respondent (i.e. 21.3%) can not remember the slogan and rest 7.3% does not know the slogan. Media influence in deciding the Bisleri Brand SOURCE OF ADVERTISEMENT WHICH DRAW MOST ATTENTION Cumulative Frequency Valid Percent Valid Percent Percent Television 36 24.0 24.0 24.0 Pomp lets & banners 84 56.0 56.0 80.0 News papers 30 20.0 20.0 100.0 150 100.0 100.0 Total The table show that the number of respondents they know through this media. INTERPRETATION:-From the above table we can see that only 36 respondents (i.e. 24%) out of 150 knows through Television and 84 39 respondents (i.e. 56%) knows through pamplets and banner, also we can see 30 respondent (i.e. 20%) knows through Newspaper. USER OF RO USERS OF RO Cumulative Frequency Valid Percent Valid Percent Percent Yes 72 48.0 48.0 48.0 No 78 52.0 52.0 100.0 150 100.0 100.0 Total Figure:-Showing the usage of RO connection for Drinking water at home. 40 INTERPRETATION: - From the above table we can see that out of 150 respondents only 72 respondent (i.e. 48%) used the RO connection and rest 78 (i.e. 52%) does not use the RO connection in the Ghaziabad region. USER OF 20 LITER JAR OF WATER USER OF 20LTR. JAR OF WATER Cumulative Frequency Valid Percent Valid Percent Percent Yes 84 56.0 56.0 56.0 No 66 44.0 44.0 100.0 150 100.0 100.0 Total INTERPRETATION 41 As per as our survey we found out that 56% consumer are preferred 20 liter jar for drinking water at home and 44% consumer were not used 20 liter jar for drinking.those consumer are not preferred 20 liter jar they used RO. USER OF BISLERI 20 LITER JAR USER OF BISLERI 20 LTR JAR Cumulative Frequency Valid Percent Valid Percent Percent Yes 48 32.0 32.0 32.0 No 102 68.0 68.0 100.0 Total 150 100.0 100.0 Figure:-Showing the user of Bisleri 20liter Jar 42 INTERPRETATION From the above table we can see that out of 150 respondents only 48 (i.e. 32%) consumer were use Bisleri 20 liter Jar and 102 respondent out of 150(i.e.68%)were go for other local 20 liter water. Local water are available at low price and distribution were also good. Comparing the brand preference of Bisleri with Others Cumulative Frequency Valid Bisleri Kingfisher Kinley Aquafina Others Total Percent Valid Percent Percent 55 36.7 36.7 36.7 9 6.0 6.0 42.7 18 12.0 12.0 54.7 9 6.0 6.0 60.7 59 39.3 39.3 100.0 150 100.0 100.0 INTERPRETATION 43 Above from the table we can see that most of the consumer As compared to the premium brands like Aquafina, Kinley, one of the major reason affecting Bisleri sales is selling of local brands like Deer Park, VOLGA, Aquacool, Kampbell, Oxygizer, Mount Kailash, Aquafresh, Tulsi water, Shivam, Kwencher, Jal which are the prominent ones among others. Number of Time Advertisement seen by People NUMBER OF TIME ADVERTISEMENT SEEN BY PEOPLE Cumulative Frequency Valid Every day Percent Valid Percent Percent 5 3.3 3.3 3.3 In festival season 47 31.3 31.3 34.7 Weekend 18 12.0 12.0 46.7 Not seen 80 53.3 53.3 100.0 150 100.0 100.0 Total 44 INTERPRETATION: As per the retailer survey that was conducted in Ghaziabad Region, 80 respondent out of 150 (i.e 53.3) were not seen the advertisement of Bisleri and 31.3% respondent were seen only festival time.so Bisleri‟s advertisement activity are so poor. Analysing Consumer perception towards Bisleri CONSUMER PERCEPTION ABOUT THE MINERAL WATER COMPANY BISLERI Cumulative Frequency Valid Percent Valid Percent Percent An Old Established 94 62.7 62.7 62.7 Affordable 46 30.7 30.7 93.3 Highly Expensive 5 3.3 3.3 96.7 Others 5 3.3 3.3 100.0 150 100.0 100.0 Total 45 INTERPRETATION: From the above table we can see that out of 150 respondents only 94 respondent (i.e. 62.7%) mentioned that bisleri is an old established brand and 46 respondent (i.e. 30.7%) clarify that Bisleri is affordable. Influences in deciding to buy BISLERI Brand FACTOR OF PUCHASING DECISION OF BISLERI MADE BY CONSUMER Cumulative Frequency Valid To secure our life with policy Percent Valid Percent Percent 4 2.7 2.7 2.7 Good product and service 51 34.0 34.0 36.7 Well known company 92 61.3 61.3 98.0 3 2.0 2.0 100.0 150 100.0 100.0 Repetitive Advertisement Total 46 INTERPRETATION: As per the consumer survey that was conducted in Ghaziabad Region, 92 respondent out of 150(i.e. 61.3%) made purchase for well known company and 51 respondent (34%) buy Bisleri for good product and service. according to respondent most of them are choose Bisleri for brand name and good product & service. Analysis how many consumer satisfied with the quality of water SATISFACTION WITH THE QUALITY OF WATER Cumulative Frequency Valid Percent Valid Percent Percent Yes 96 64.0 64.0 64.0 No 54 36.0 36.0 100.0 150 100.0 100.0 Total 47 INTERPRETATION: From the above table we can see that out of 150 respondents only 96 respondent (i.e. 64%) satisfied with the quality of water of bisleri and 54 raspondent(i.e. 36%) were not satisfied with the quality of water. Analysis the rating of promotion of Bisleri given by respondent RATING OF PROMOTION OF BISLERI GIVEN BY RESPONDENT Cumulative Frequency Valid Percent Valid Percent Percent Excellent 36 24.0 24.0 24.0 Good 60 40.0 40.0 64.0 Fair 54 36.0 36.0 100.0 Total 150 100.0 100.0 48 INTERPRETATION: As per the retailer survey that was conducted in Ghaziabad Region, 36 respondent out of 150(24%) were told Excellent,60 respondent(40%) were gave the rate Good and 36% consumer were told fair. we can see that the promotion activity of Bisleri are not effective. company should need to take some effective step to increase the revenue. Analysis the after sales service to the consumer provided by Bisleri AFTER SALES SERVICE PROVIDED BY BISLERI Cumulative Frequency Valid Percent Valid Percent Percent Yes 18 12.0 12.0 12.0 No 102 68.0 68.0 80.0 30 20.0 20.0 100.0 150 100.0 100.0 Sometimes Total 49 INTREPRETATION As per the consumer survey conducted in the Ghaziabad region it was found out that 60% were not satisfied with the service provided by Bisleri and representative are not ractified the issues related with quality of jar,dispenser,stand & push tap etc.by Bisleri company.20% consumer were semi satisfied with the after sales service. Analysis the position of Bisleri in the packaged drinking water POSITION OF BISLERI IN MINERAL WATER SEGMENT Cumulative Frequency Valid Percent Valid Percent Percent Good 64 42.7 42.7 42.7 Very Good 82 54.7 54.7 97.3 Bad 2 1.3 1.3 98.7 Worst 2 1.3 1.3 100.0 150 100.0 100.0 Total 50 INTREPRETATION:- From the above table we can see that out of 150 respondents only 64 respondent (i.e. 42.7%) said „GOOD‟,82 respondent (i.e. 54.7%) said „VERY GOOD‟ so bisleri maintain good image in the packaged drinking water market.consumer are very loyal towards Bisleri. Analysis of satisfaction level of the distribution service of Bisleri satisfaction level from the distribution services of Bisleri Frequency Valid Percent Valid Percent Cumulative Percent Poor 30 20.0 20.0 20.0 Average 76 50.7 50.7 70.7 Good 41 27.3 27.3 98.0 51 Very Good Total 3 2.0 2.0 150 100.0 100.0 100.0 INTERPRETATION As per the survey conducted it was analyzed that 20% consumer were told „POOR‟ about the distribution service of Bisleri, 50.7% consumer were „Average‟ and 27.3% were told ‟GOOD‟. So While the competitors like Coke and Pepsi Co. and other local brands were very regular with the visits to the various retailers in the region thereby gaining an edge and building stronger relationships with the retailers and hence boosting their sales. ANNUAL HOUSE HOLD INCOME OF RESPONDENT Cumulative Frequency Valid Percent Valid Percent Percent 2-5 Lacs 60 40.0 40.0 40.0 5-10 Lac 78 52.0 52.0 92.0 Above 10 Lacs 12 8.0 8.0 100.0 150 100.0 100.0 Total 52 OCCUPATION OF RESPONDENT Cumulative Frequency Valid Percent Valid Percent Percent Service 54 36.0 36.0 36.0 Business 36 24.0 24.0 60.0 Home maker 48 32.0 32.0 92.0 Self-employed Professional 12 8.0 8.0 100.0 53 OCCUPATION OF RESPONDENT Cumulative Frequency Valid Percent Valid Percent Percent Service 54 36.0 36.0 36.0 Business 36 24.0 24.0 60.0 Home maker 48 32.0 32.0 92.0 Self-employed Professional 12 8.0 8.0 100.0 150 100.0 100.0 Total 54 6. Findings of the Study 55 Findings: 1. Bisleri has poor distribution network: From our survey it has been clearly found out that Bisleri has a poor distribution network in some of the areas like: Nandgram market(Ghaziabad), Dadri, Dasna, shihani Market etc. Reason: Negligence of distributor. Lack of availability of stock with the distributor. E.g. 250ml, 500ml bottles. Unable to deliver the stock on time (on a short notice). Personal grudges of the retailers and the distributors. 2. Bisleri has a wide range of products brand like Vedica, Mountain, Mineral water and from 250ml cup to 20ltr jar which are fast moving and increases the overall sales of Bisleri. 3. Some retailers have left selling the Bisleri because margin has not given as like other company gives. 4. Bisleri has a big brand name which is maintaining its sales: Just because of the brand name the Bisleri water is selling.It was the 1st to start the mineral water business in India and thus it enjoys a good positioning in the market and with the customers. 5. Higher prices of Bisleri as compared to the competitors brands to the retailers: 56 As compared to brands like Aquafina, KingfiHer and Kinley; Bisleri offers lesser profit margins to the retailers and therefore Bisleri sales are dipping in the mineral water market. 4. Higher profit margin on local brands: As compared to the premium brands like Aquafina, Kinley, one of the major reason affecting Bisleri sales is selling of local brands like Deer Park, VOLGA, Aquacool, Kampbell, Oxygizer, Mount Kailash, Aquafresh, Tulsi water, Shivam, Kwencher, Jal ,Oxyfine which are the prominent ones among others. 5. Bisleri lacks tie ups: As per as our survey we found out that major players in this market have tie ups with food chains, shops, malls. Bisleri lacks in this. E.g. Spice, Shopprix, CSM. 6. Poor visibility of Bisleri: Bisleri has poor advertising as compared to other brands. Ads on channels like star movies and others should be more frequent. We hardly see any Bisleri Hoardings on the road nor is the very popular mode of communication – radio is being made much use of. 7. They are not very customer service oriented: Bisleri is not very concerned about the brand name, not acting on the views and suggestions of the customers: leaving customer dissatisfied. 8. Lack of accessories: Brands like Kinley etc. offer accessories like fridges, ice box, give free bottle with cartons. 57 7. Recommendations 58 RECOMMENDATION: So awareness level of the consumers about BISLERI product should be improved by installing more canopies and hoarding and a retailer selling BISLERI product. Big banners and billboards should be installed on main roads. BISLERI must also come up with margin for the retailers. BISLERI must launch promotional schemes for customers as well to increase sales as well as to be in news. By change the packet (carton) of bottle bisleri can increase the margin. The C grade shops must also be catered as these are the shops from where most of the people purchase the mineral water bottles while on their way on the busy streets of the city. Most importantly the delivery must be made on time. The stock must be placed well in time to keep the retailers happy. There should be on time service to win over the retailers and customers. This is where other brands take over. 59 Since many retailers are complaining about the broken seal. It is necessary that the matter is urgently looked upon and the retailers who have the grievances must be given new bottles and it must be made sure that it does not happen again. If more profit margins could be provided to the retailers it will serve for the better. However if this cannot be worked out, we must work on the grounds of providing more of accessories to the retailers like fridges on less security. Visibility of Bisleri should be improved so that the customers can get what they have been looking for. With a strong distribution network the situation can be improved for sure. The schemes must be offered quite often and it must be ensured that the benefit does reach the retailer. Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product. Awareness programs at health club, schools & Nursing homes. To win over the consumer belief and faith over the genuity of the product. 60 Display of hot and cold dispensers and bottles at places like hotels, clubs and airports where upper class group visits, as they are the potential customers. Place like departmental stores, petrol pumps and super bazaars can also be considered. 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. To aware people the cost benefit analysis to the customer of how the mineral water would cost less and benefit more, because people using purifier system cost too much. 61 8. Conclusion 62 Mr. Ramesh chauhan has observed that company‟s first task is “to serve the customers”. Earlier BISLERI was the pioneer of the market. At present condition, we cannot say BISLERI is the unchallengeable market leader, and fully successful to create customers. Other unorganized sector have made their potentially widely. They are able to position successfully in the current by attracting potential. Customers form an expectation of value and act on it. A buyer‟s delight is the function of the products perceived performance and the customers‟ expectation. Recognizing that high satisfaction leads to high customer loyalty quality value and service are totality of features and characteristics of a product that bear on its ability to satisfy stated or implied needs. Total quality is the key to value creation and customers delight. Hence BISLERI should take necessary action to continue bringing quality product. First, it should participate in formulating strategies and policies designed to help the company win through total quality excellence. Second, they must deliver marketing quality along side margin of the retailers. Each marketing activity marketing research, advertising, and customer service and so on must be performed to high standards. Even though the marketing is cost effective to the industry but it reaches the huge volume of customers, it promotes the growth of business for the company in the industry. 63 The Bisleri is having a growth rate of 34.5 in this industry, to capture the whole market share and to continue the market leader in this industry the company has to create the brand awareness and popularity through an effective communication media the solution for the entire problem is to make “marketing " 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. The soft target Selling bottled water requires constantly expanding the market. The company should also target the market for soft drinks. All the soft drinks addresses three issues: fun, thirst and refreshment followed by status to some degree. The thirst and the status value of the mineral water are well accepted. There is very little the mineral water brands can do to add the fun element around the product. Again here, it becomes important for the company to have a good distribution network. 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. 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. 64 Therefore, backed by a good distribution network mineral water industry can grow at a rapid rate. References 65 REFERENCE In this report, while finalizing quality problem in details the following Books, Magazines & web sites have been referred. All the material detailed below provides effective help and a guiding layout while designing this text report. PERSONS REFERENCE Lecturer Mis Istuti Dr. Aakanksha Uppal (Faculty guide) Assistant Sales Manager of Bisleri Mr. Syed Farid Ali (External guide) Marketing Officer of Bisleri Mr. Anil Dhankhar (External guide) Marketing Executive of Bisleri Manoj Yadav (External guide) BOOK REFERENCE Marketing Management By PHILIP KOTLER Research Methodology By C.R. KOTHARI Consumer Behavior By GUPTA and PAAL WEB SITES www.bisleri.com www.google.com www.ask.com 66 Annexure 67 QUESTIONNAIRE 1.. Gender Male Female 2. Qualification Up to 10th Up to 10+2 Graduate Post graduate and above 3. Occupation Service Student Business Home maker Self-employed Professional Other 4.. Annual household income Less than 2 Lac 2-5 Lacs 5-10 Lac Above 10 Lacs 5.. Are you using RO in your home? Yes No 6..Do you using 20 litre jar of water for drinking at your home? 68 Yes No 7. Are you aware of the brand BISLERI 20 litre jar? Aware Not Aware 8. Using which Brand’s water for drinking at home? Bisleri Kingfisher Kinley Aquafina Others 9.. Are you satisfied with the Quality of Water which you are using? Yes No 10. Do you know the slogan of BISLERI? Yes Yes Can‟t Remember No 11. How did you decide to purchase product and services in Bisleri? To secure our life with policy Good product and service Well known company Repetitive Advertisement 69 12. Please specify your satisfaction level from the distribution services of Bisleri? Poor Average Good Very Good Excellent 13.How did you come to know about Bisler? 1) Television 2) Magazines 3) Pomp lets & banners 4) News papers 14. What do you think about the Mineral water company Bisleri ? An Old Established Affordable Highly Expensive Others 15. Do you think issues related with quality of jar,dispenser,stand & push tap etc. are ractify by Bisleri company? (a)Yes b) No c) Sometimes 16. What is the position of BISLERI in a packaged drinking water market? Good Very Good Bad Worst 17. How do you rate the Promotions of Bisleri? Excellent Good Fair Poor 70 18. Are you user of Bisleri 20 litter jar? Yes No 19. How often you have watched Bisleri advertisement? 1) Every day 2) Weekend 2) In festival season 4) Not seen 20.If you and to give any suggestion to improve Bisleri and its advertisement? …………………………………………………………………………… …………………………………………………………………………… ………………………………………………………………………….... 71 72