brand building & personal selling activities of kingfisher pdw & soda” at kingfisher

7/31/2019 Brand Building & Personal Selling Activities of Kingfisher PDW & SODA” AT Kingfisher

http://slidepdf.com/reader/full/brand-building-personal-selling-activities-of-kingfisher-pdw-soda-at 1/47

1

Report

On

“ Brand Building & Personal Selling Activities of Kingfisher

PDW & SODA” AT

Kingfisher

A Study Project

Submitted to Sinhgad Institute of Management &computer Application Narhe Pune

in partial fulfillment of the requirements for the Award of

Post graduate diploma in management

2008 – 2010

ARUN SHARMA

Sinhgad Institute of Management &

Computer Application



2

.

CONTENT PAGE

Page No

ACKNOWLEDGMENT 2

LIST OF TABLES 6

LIST OF FIGURES 7

CHAPTER I : 8

CHAPTER II : 11

CHAPTER III : 20

CHAPTER IV : 24

CHAPTER V : 38

BIBLIOGRAPHY : 46



3

List of table

A page for list of table

LIST OF TABLES

Table No. Title of the Table Page No.

Table No. 1.1 Need for the study 9

Table No. 1.2 Statement of the Problem 9

Table No. 1.3 Objectives of the Project 10

Table No. 1.4 Scope of the Study 10

Table No. 2.1 Company profile 11

Table No. 2.1 Present status of company 12

Table No. 3.1 Research Design 21

Table No. 3.2 Research Instrument 22

Table No. 3.3 Sample Size 23

Table No. 3.4 Limitation of the Study 24

Table No. 4.1 Data Presentation &Analysis

25-37

Table No. 5.1 Recommendation &

Suggestion

41

Table No. 5.2 Questionnaire 43

Table No. 5.3 Bibliography 46



4

List of the figure

A PAGE FOR LIST OF FIGURES

LIST OF TABLES

Table No. Title of the Table Page No.

Table No. 4.1 Question 1 26














5

INTRODUCTION

Executive summary

The project entitled to me was “Brand Building Activities & personal Selling

Activities for Kingfisher packaged drinking water & soda.” For designing any marketing

strategy you should know about your product, your market and your customer but what makes

the strategy works better is the knowledge of your consumers buying behaviour. To understand

the behaviour of consumer we should know the factor which influence the consumer behaviour,

so that I made a model of consumer behaviour. The model shows the whole scenario of the

consumer behaviour.

.

The main objective of this project is

1. To do comparative analysis of the different players exist in the market.

2. Visibility Market share of all the players.

3. To make aware the retailer of Sales Promotion activities.

4. To study about complain of the retailers regarding to kingfisher products

.

5. To study the impact on sale when offer is given to Retailers by the Kingfisher.

The analyzed data was later converted into form of graphs such as pie chart, bar diagram,

histograms etc. this was to make result easy by going through the report. This also made it easy to

draw conclusion from this research and provide presentable format of the report.



6

Need for the study

As we know there are various brands in the market and the level of competitive is very high so it

is necessary to study on various facts these are such as-

1. Evaluate the performance of products and comparative study of products.

2. Demand analysis of various products.

3. TO know the market share of various products.

4. To know the customers problems and find out the solutions.

5. To improve brand awareness.

Statement of the Problem

Analyses market of kingfisher package drinking water and soda in Jaipur city & identify the

problem faced by retail outlet.

1. Delivery problem faced by the existing retailer.

2. Many retailer faced problem regarding to bottle material and design of product is not attractive.

3. Relationship problem with the dealer & distributer.

4. Offer and margin related problem with the retailer. It is given or not properly.



7

Objective of the project

The main objective of the project is to study consumer behavior and designing & implementingnew marketing strategies and studying the impact of strategic plan for different schemes, which

is given to retailers and end-users or customers of Kingfisher to increase the sale of its Products.

1. To do comparative analysis of the different players exist in the market.

2. Visibility Market share of all the players.

3. To make aware the retailer of Sales Promotion activities.

4. To study about complain of the retailers regarding to kingfisher products.

5. To study the impact on sale when offer is given to Retailers by the Kingfisher.

Scope of the project

1. To help in make awareness of the brand and know about company position in competitive

market.

2. To help in create product demand in the market.

3. To help in improve supply and sale of products of kingfisher.

4. To help in improve product design and offer or margin of product against its competitors.

5. To help in improve relation with the retailers.



8

Company Profile

UNITED BREWERIES GROUP (UB GROUP)

United Breweries Group or UB Group, based in Bangalore, is a conglomerate of different

companies with a major focus on the brewery (beer) and alcoholic beverages industry. Thecompany markets most of its beer under the Kingfisher brand and has also launched Kingfisher

Airlines, a domestic airline service in India.

The group is headed by Dr.Vijay Mallya who is also a member of the Indian Parliament. United

Breweries now has a near-monopoly over the Indian brewing market, thanks to its recenttakeover of the rival Shaw-Wallace company. The group owns the Mendocino Brewing

Company in the United States.

History

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took itsinitial lessons in manufacturing beer from South Indian based British breweries. At the age of

22, Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he

replaced R G N Price as the chairman of the company.

UB Group's headquarters in Bangalore, IndiaUnited Breweries made its initial impact by

manufacturing bulk beer for the British troops, which was transported in huge barrels or"Hogsheads". Kingfisher, the Group's most visible and profitable brand, made a modest entry in

the sixties.During the 1950's and 60's, the company expanded greatly by acquiring other

breweries. First was the addition of McDowell as one of the Group subsidiaries, a move whichhelped United Breweries to extend its portfolio to wines and spirits business. Strategically, theGroup moved into agro-based industries and medicines when Mallya acquired Kissan Products

and formed a long-term relationship with Hoechst AG of Germany to create the Indian

pharmaceutical company now known as Aventis Pharma , the Indian subsidiary of the globalpharma major Sanofi-Aventis.



9

Present Status

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year2005-06 making the Group the third largest manufacturer of Spirits products in the world, only

after Diageo PLC and Pernod Ricard. In addition, UBL is one of only three in the world to ownseven millionaire brands and at least five brands rated by Drinks International, UK, to be

amongst the ten fastest growing brands in the world in their respective categories. The market

share of the Spirits Division in India is currently 60% and exports to the Middle East, Africa and

Asian countries are growing rapidly.

The UB Group’s Brewing Enity - called United Breweries Limited (UBL) - has also assumedundisputed market leadership with a national market share in excess of 50%. Through a process

of aggressive acquisition and market penetration, The UB Group today controls 60% of the total

manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold in over 52

countries worldwide having received many accolades for its quality.

With plans to becoming a global player United Spirits Ltd. (USL), the flagship of the UB group,

purchased the Scottish distiller Whyte and Mackay in May 2007 for £595 million (Rs. 4,800crore). This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fettercairn,

Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.

The UB group is also into manufacture of Fertilizers. The group company Mangalore Chemicals

and Fertilizers ( MCF ) has factory at Panambur in Dakshina Kannada district of Karnataka.

The group entrance to the IT sector had also been marked by the formation of UBICS, Inc. The

company provides IT consulting, services and professional IT products to business companies.

In August 2007, the group made a first-of-its-kind media alliance for the promotion of NDTV

Good Times, a lifestyle television channel run by NDTV.

United spirits limited has 144 brands under its umbrella.

MISSION

To be the recognized leader in our target markets.

To be the preferred employer wherever we operate

To recognize the value of our human assets.

To become the partner of customers, suppliers.



10

MANUFACTURING BY ICEBERG FOOD PVT.LTD

Company name:- Iceberg Foods Pvt. Ltd

Country/ territory:- India

Address 1006, Raheja Centre,Nariman Point, Mumbai,

Maharashtra, India

Product or services:- we offer international quality approved pet

performed in28 pco neck in 24,27.7,42 & 48GM

processed on husky injection molding system

Business Type Manufacturer

Industry focus:- Packaging product stocks, packing related

machinery

Geographic market:- world wide

No. of employee:- 11-50

Annual sales range(USD):- USD 10million-25 million

Year established:- 1998

Legal representative C.E.O Bharat Shah

Iceberg Foods Ltd. is a 10 years old company in this industry and we are one of the leading

company having all India rights for manufacturing & marketing packaged Drinking water with a brand name “Kingfisher” trademark owned by famous “UB”group & “RC Cola” trademark owned by “Royal Crown Cola” which third largest selling soft drink brand in the world with a

presence in almost all the countries of the world.

Our clients are spread all over the country. We are one of those few brands that have got ISI

certification in Rajasthan and we are committed to supply pure and hygienic water. Our



11

packaged drinking water is manufactured under perfect hygienic conditions as per ISI Standardsand we have been consistent in supplying Quality product to all our customers.

We have one of the best distribution infrastructures in the business to provide timely services to

all our vendors. We have around 110 distributors all over the Rajasthan who are furthersupplying our stocks to thousands of retailers than to our end users.

PURIFICATION PROCESS

Purity and safety are two major factors taken care in sourcing and processing of Kingfisher

water. Underground spring is carefully selected based on its portability and pathogen free water.

Great care goes in tapping this source. Only water below 25 meters is tapped. This is to avoid

any surface contamination to percolate and mix with underground water source. Area

surrounding the water collection tube at the surface is protected and kept clean.

Control Limit

Parameter Standered P.D.W. limit

Ph level 6.5-8.5 7.0-7.5

Hardness -- 30-40

Calcium 75 15-25

Alkalinity 200 20-40

T.D.S. 500 90-110

Chloride 200 30-40

Resi – chloride 0.2 Nil

Ozone --- 0.3-0.5

Type of test done in lab:-



12

TOTAL HARDNESS-cl & co

PERCENTAGE OF CALCIUM ALKALINE TEST

CHLORIDE TEST

RESIDUAL CHLORINE TEST

DISCRIPTION OF PLANT

SAND FILTER:- it check hard particles in water. Particles of size 10mm-1mm. it

consists of different type of sands used as filters.

CARBON FILTER:- following things are checked by this filter-chlorine of

water,odour,colour,teste.

Antisclant dosing tank

MEMBERANE:- it contain different types of filter size -0.011mm,the main work of this filter is to make water totally clean of solid particles.

Micron Filter 5

RO

OZONE TANK

SUPPLY OR STORAGE OF WATER IN TANK FOR BOTTLEING.

PROCESSING AND QUALITY ASSURANCE

The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the

water. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbonpurifier to remove color and odour in water.

Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water free

o micro-organisms and also reduces dissolved solids.



13

To ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolettreatment and ozonisation process is carried out. Ozone is unstable trivalent oxygen, a very powerful

bactericide with no side effect, as it disintegrates into oxygen within couple of hours.Sterilization effect of ozonised water continues even after water is packaged, thereby ensuring

safety of Kingfisher up to its final packing. To ensure high quality of packing materials,components like caps and bottles are manufactured in-house from resins of quality suppliers.

TECHNOLOGY DEVELOPMENT

To make sure that the product that reaches the consumer is always high quality and also meets

international standards; Kingfisher has always been involved in improving its product

packaging. One such recent development is the tamper proof break away seal. Kingfisher alsorecognizes the need to produce environment friendly products and is working on the PET

project.

PRODUCT PACKAGING:

To ensure purity of the bottled water, the bottles that are used are blown and filled at the factory

itself, to avoid contamination.

THE PET RECYCLING PROJECT:

Kingfisher is extremely conscious of environmental issues, since PET bottles are not

biodegradable and not easy to dispose. The company is currently working on the PET recycling

project, where they will collect bottles from various places, crush and shred them. This shredded

material will then be made into ropes, PET containers for the non-food industry and other PET

items like polyester fiber, flower vase, gift items etc.Production: 60,000 to 70,000 bottles per day.



14

PRODUCTS

Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs, 20ltrs & 600ml & 1.5 ltr Soda.

Our packaged drinking water is bottled in fully automatic plant with reverse osmosis,ozonization & ultra filtration process. Along with latest pesticides removal system through

activated carbon filtration process as per EU norms.

It is understood that throughout India 90% of the stress related diseases are caused due toconsumption of contaminated food & water. We process water at our plant with the most

modern, high tech equipment sodium filtration resulting in not only healthy but also sweeter

packaged drinking water.

Our packaged drinking water is processed and packed in a sophisticated and chemical free plant

to maintain highest level of hygiene. Our packaged drinking water is manufactured under a very

strict in house quality control system, ensuring that what you drink is what nature intended.



15

Distribution network

We have a distribution network consisting of three levels between the company to C&F and then

to the consumers, i.e. Distributors and retailers.

Plant supplies directly to the C&f and then to the distributors from where it generated its

primary sales.

We have 108 Distributors that are scattered all over Rajasthan .

Rajasthan is divided into 5 zones:

In each zone all cities of that area are covered. In each city at least one distributor is present.

RAJASTHAN

JAIPUR

AJMER

JODHPUR

BIKANE

UDAIPUR



16

Sales Department

We have following sales staff in Rajasthan Sales team:-

Regional Sales Manager - One

Area Sales Manager - Two

Sales Coordinator - One

Senior Sales Executives - Three

Sales Executives - Seven

Kingfisher Sales department along with the Names and Duties of each staff member is given below.



17

Research Methodology

1. Steps in research design process:-

2. Research Design & Sample:-

3. Research instrument:-

4. Data source: - Primary data

Secondary data

5. Research plan

Area

R.S.M.

Mr. Mayur Tiwari

A.S.M.

Mr. R.S.Rathore

Se. Sales Exe.

Mr. Kamal Jain

Se. Sales Exe.

Mr. Arvind Sony

Se. Sales Exe.

Mr. Anvar Bhati

Sales Exe.

Mr.Kuldeep

Sales Exe.

Mr. Ratan

A.S.M.

Mr. Surander

Sales Coordinator

Miss Suniti Gupta

Sales Exe.

Mr.Deppak

Sales Exe.

Mr. Vinod

Sales Exe.

Mr.Hari

Sales Exe.

Mr.Sandeep

Sales Exe.

Mr. Bhagvan



18

Sample size

Respondents

Method of collection

1. research design Process

Define the research problem

Research problem definition involves specifying the information needed by

management.

Type of Research & Design

Descriptive research is characterized by a high degree of flexibility tends to rely

on convenience sample.

Select the data collection method (s)

Survey research, information directly from respondent’s shops.

Select the measurement technique

Questionnaires, instrument for asking information directly from a respondent’s on

the basis of question asked by interviewer.

Select the sample (primary considerations)



19

Population, sample frame, sampling unit, sampling method (non-probability),Sample

size, sample plan, and execution.

Select the analytical approach

Data analysis involves converting a series of recorded observations into descriptive

statement and/ or inferences about relationships.

Evaluate the ethics of research

Ethically sound research considers the interests of the general public, the respondents, the

clients, and the research profession as well as those of the researcher.

Estimate time and financial cost

Time refers to the time needed to complete the project. The financial requirement is the

monetary representation of personal time, computer time, and material requirements.

2.Research Design & Sample:-

Descriptive research is characterized by a high degree of flexibility tends to rely on convenience

sample.

3. Research Instruments:-

A questionnaire consists of a set of questions presented to respondent for their answers. Because

of its flexibility, the questionnaire by far the most common instrument used to collect the

primary data. Marketing researchers distinguish between open – end and closed – end questions.

Closed end questions pre – specify all the possible answers, and respondents make a choice

among them. Open – end questions allow respondents to answer in their own words. Open – endquestions often reveal more because they do not constrain respondent’s answers.

RETAILERS QUESTIONNAIRE: This questionnaire was designed for various retailers,

which pass on these types of items to the ultimate customer.

4.Data Source:-



20

The plan calls for gathering both the secondary and primary data. Secondary data already exists,

having been collected for some other purpose, while primary data consists of originalinformation collected for the specific purpose.

Primary data: In order to have first hand information to know the

perception, preference and liking of the customers/consumers visiting variousretail shops. All these persons are also interviewed to know their feelings and

attitudes about the facilities (margins, discount) and the services (promotional and

other benefits) that the company people provide them.

Secondary data: for the project were collected from:

Various publications on related subject.Various publications on the area of work.

Newspapers, journals & Business Magazines.

5. Research Plan:-

Area: Since my research was pertaining to package drinking water and soda in retail

counters of Jaipur markets. Therefore all the composite shops were included in the area

of my research.

Sample Size: There are about 30 composite shops in the different areas. On an average

per area consumption is about 150-250 Carats of water and soda respectively. There were

10 areas we have visited in jaipur city. My sample size was about 300 composite shops.

Respondents: I visited at least 25 counters of the respective areas. My respondents were

the owner of the shops, salesman and Purchase or Food and Beverage Managers of

different hotels.

Method of collection: For the collection of the data I adopted questionnaire method. For that

purpose I had prepared a questionnaire and went to the respondents with that. My research wasrelated to " Brand Building Activities & personal Selling Activities for Kingfisher packaged

drinking water & soda”, so that at some places I faced a lot of problems in collection of data,

therefore instead of questionnaire I adopted interview method so that I could make my



21

respondents feel easy. For appointment I used telephone and in case of shops I have taken specialpermission from the contractor to visit his shops.

Limitations of the study:

Though the detailed investigation is made in the present study, has got thefollowing limitations.

1. This study is only for the jaipur city. So, the results may not be applicable to other areas.

2. This study is based on the prevailing brand building Activiyies with concern to retailers. But

offers & margin change time to time. So flexibility is in the mind of retailers.

3. As per the population of the study is huge, the researcher has taken only 300 sample as retailer

from whole jaipur city.

4. Research period is very less. It is only two months.

5. Retailer’s behavior change according offers, margin, delivery, payments and consumer demand.

So retailer’s psychology is not certain.



22

Data Presentation & Analysis

1. Which brands of packaged drinking water & soda you sale at outlet currently?

Products Respondents

(300 sample size)

Kingfisher 186

Bisleri 216

Bailey 234

Aquafina 144

Himalya 72

Shree 132

Mc dowell’s 69

Intimate 141



23

a stock sale by retail outlet(1 lit water)

Yes 117

Haywards 5000 63



24

Interpretation:-

There are 78% retailer sale bailley’s 1 lit. Packed drinking water from theiroutlets and second is bisleri and third kingfisher which is sold 62% from the retail outlets. Itshould give some extra benefit to the retailer like its competitors.

62%72%

78%

48%

24%

44%

23%

47%39%

21%

stock sale by retail outlet(1 lit water)

Series3 Series1 Series2



25

(a) stock sale by retail outlet(2 lit.water)

Interpretation:-

53% 61% 76%

39% 45%

27%

stock sale by retail outlet(2 lit.water)

Series3 Series1 Series2


(300 sample size)

Kingfisher 159

Bisleri 183

Bailey 228

kinley 117

Yash 135

Mc dowell’s 81



26

76% retailer’s sale bailley’s packed drinking water and second bisleri, it is 61%and kingfisher is 3rd regarding to the sale of packed drinking water of 2 lit. it is losing market

share in 2 lit to its competitors.

(b) stock in retail outlet(5 lit. water)

Interpretation:-

There are 51% retailer sale kingfisher’s 5 lit. Packed drinking water from their outlets and second is bisleri which is 49%. In 5 lit., Kingfisher have good demand in the market.

kingfisher

51%

bisleri

49%

stock in retail outlet(5 lit. water)


(300 sample size)

Kingfisher 153

Bisleri 147



27

The market share of kingfisher is attractive in 5 lit. of packed drinking water.

(c) stock in retail outlet (20 lit. water)


(300 sample size)

Kingfisher 90

Bisleri 126

Bailey 84



28

Interpretation:-

There are 42% retailer sale bisleri’s packed drinking water and second is

kingfisher about 30%. Bailey is little bit back to the kingfisher’s retail sales. It is about 28%.

(d) stoke sale by retail outlet(1 lit. soda)

kingfisher

30%

bisleri

42%

bailley

28%

stock in retail outlet (20 lit. water)



29

Interpretation:- Approximate 69% retailer’s sale lehar soda of 1 lit. And kingfisher soda is good

competitor of lehar soda. It attracts 62% of sale in 1 lit. Third is jayanti. It is local competitor of kingfisher. Cost of local product is less to the branded one.

kingfisher lehar kinley haywards

5000

bisleri jaynty

62%69%

23%27%

21%

49%

stoke sale by retail outlet(1 lit. soda)

Series1 Series2

Products Respondents(300 sample size)

Kingfisher 186

Lehar 207

Kinley 69

Hayeards 5000 81

Bisleri 63

jayanti 147



30

(e) stock in retail outlet(1.5 lit. soda)

Interpretation:-There is only two competitor in 1.5 lit. of soda in proposed area. In 1,5 lit.

Soda, the kingfisher have 52% sale from the retail outlet while lehar soda 48% compair to the

kingfisher 1.5 lit. Soda.

kingfisher

52%

lehar

48%

stock in retail outlet(1.5 lit. soda)


(300 sample size)

Kingfisher 156

lehar 144



31

2. What is the monthly consumption of Package Drinking Water & soda?

Interpretation:-

Series1

Series2

Below 800 lit. 800-1600 lit. 1600-2400 lit. more than 2400

lit.

49%

28%

14%9%

Monthly consumption rate of Water

Series1 Series2

Consumption (monthly) Respondents

(300 sample size)

Below 800 lit. 147

800-1600 lit. 84

1600-2400 lit. 42

More than 2400 lit. 27



32

Most of retailer is small outlets & panwala. So 49% of monthly consumption isbelow 800 lit. and those who have consumption above 1600 lit monthly have specific location

like railway station, bus stand and near to the circles.

3. Which type of complain do you feel regarding kingfisher packaged drinkingwater & soda?

quality supply payment packaging

9%

49%

6%

36%

Retailer complain to kingfisher product

quality supply payment packaging

Complain about Respondents

(300 sample size)

Quality 27

Supply 147

Payment 18

Packaging 108



33

Interpretation:-The retailers are facing problem regarding to the supply of product because of

small network of dealer and their supplier. Second complain regarding to the packaging.Packaging is not attracting to the customer. Other quality and payment is not problem for the

company at all.

4. Are you satisfied with the supply facility of C&F with regard to final delivery?

Satisfaction to Supply Respondents(300 sample size)

Yes 123

No 177

yes

41%

No

59%

Retailer satisfaction of kingfisher's supply



34

Interpretation:-59% of retailers say that tey are not satisfy to the supply of kingfisher due to

small network of suppliers and dealer. and 41% say that they are satisfy to the supply. Socompany should take care of its supply to its competitors.

5. How is the customer response?

Customer Response Respondents

(300 sample size)

Positive 204

Negative 36

Neutral 60



35

Interpretation:-It is customer response by the retailer of the kingfisher’s product. Most of

customer 68% is positive about the product and brand. Rest of 20% are neutral and 12%

customers are negative regarding to product.

6. Are you satisfied with the offers margin?

Satisfy with offer Respondents

(300 sample size)

Yes 165

No 60

positive

68%

negative

12%

neutral

20%

Customer response by retailer



36

No Answere 75

Interpretation:-Approximate 55% of retailers are satisfied with the offer given by the

kingfisher. 25% say that they don’t have opinion regarding to offers & margin and 20% of retailers say that they are not satisfied to offer & margin to its competitors.

7. Which company provides batter schemes?


(300 sample size)

yes55%No

20%

No answer

25%

Retailer satisfaction with offers



37

Interpretation:-Most of retailer says that bailley provide good schemes to the retailer to its

competitors but kingfisher also provide good schemes. Some local competitors not provide better

schemes but they provide lower product cost to its competitors.

16% 15%18%

12%15%

10%7% 7%

Which company provides batter schemes?

kingfisher bisleri bailley aquafina

shree yash intimate Himalaya

Kingfisher 48

Bisleri 45

Bailey 54

Aquafina 36

Shree 45

Yash 30

Intimate 21

Himalaya 21



38

Marketing

Mix

MARKETING MIX FOR KINGFISHER ACCORDING TO MARKET

ANALYSIS:

4Ps 4Cs

Product Customer needs and wants

Price Cost to the customer

Place Convenience

Promotion Communication

Product

Product variety

Quality

Returns

Design Features

Brand name

Packaging Sizes

Services Warranties

PriceList Price

Discount Allowances

Payment Period

Credit Terms

PlaceChannels

Coverage

Assortment Locations

Inventory

Transport

PromotionSales Promotion

Advertiseme

nt Sales Force

Public relation

Direct mkt.



39

SWOT Analysis of Kingfisher as per Market Analysis

S T R E N G T H S

Established name as company is

operating since 1857 successfully, so

has got a very strong customer loyalty.

Brand image is very high than its

competitors, its sales officer’s has got

easy access within the corporate.

Its purification process is very high than

its competitors.

Bottling for U B GROUP Limited.

Company is enjoying the advantage of

latest technology of production.

Company is serving in all Rajasthan.

Kingfisher is having its own depot at

indore

Low rates as compared to the nearest

competitors like Bisleri, Aquafina, andLehar,Bailley.

W E A K N E S S E S

The high price of 20 litre jars

We are unable to provide chilled water

Poor after sale services

Promotion of product is rare

No stress on massive advertisement of

the product.

The company is having a small sales

force with low morale and

professionalism.

Packaging of the product is not

attractive.

Poor distribution channels & irregular

visit in the market.

High price of 1ltr. Water as compared

to the local players.



40

O P P O R T U N I T I E S

Wide market still remains unexplored

People are getting more health

conscious

Municipalities are supplying impure

water.

Strong brand image of Kingfisher also

become USP for shops, offices, &

institutes

Persistent water scarcity

Can increase its market shares byadvertisements and aggressive

marketing. Company can use more of

its production capacity.

Company has license to serve packagedrinking water in all over India socompany can easily go for other states

in order to tap the large unrepresented

market.

New services could be attached e.g.after sales services.

More emphasize should be given to 2ltr. Bottle as there is less no. of

competitors.

T H R E A T S

Bisleri, Aquafina and other companiesare serving packaged drinking water in

all over India. Competition from other

companies and well-established brands

operating in the market.

Consumers are becoming more brandloyal rather than quality conscious.

Attractive schemes are provided by thecompetitors for their brand promotion.

Public Relation & Promotionalactivities are inadequate in indore city.

Eureka Forbes and Aqua guard aretrying to capture the market.

Local players like Esseau, Health plushnarmada are growing at a very fast rate

especially at bus stands and railway

station area.



41

Recommendation & Suggestion

After sale services should be improved.

Regular visit should be maintained for proper supply.

Increase no. of distributors.

More schemes should be launched by the company and organization.

One week credit facility or one bill due system should be introduced.

Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers shouldbe given to the retailers.

Counters outside hospitals, cinema halls, at bus stands & at the tourists areas should begiven special consideration.

Packaging should be standardized & made attractive.

Catering service providers should be taken care of.

We should focus on the costumer more than the retailer for that local advertisement would help

us more like in local newspaper and magazines. We suggest you to organize some small camps

like medical camps or some awareness camps to explain rural people that “KINGFISHER” i salso a health caring stuff with mineral water under their belt.



42

Conclusion

While concluding this, I will agree that sales promotion activities help to increase the sales of the

company.

Kingfisher is carrying out different sales promotion activities like, special schemes to delight the

customers, promotion through providing retailer POP etc. and they are getting positive response

for their sales promotion activities. But these activities are not carrying for packaged drinking

water, like Bisleri is doing .

Kingfisher package drinking water is not present in all over India although Company has license

to serve package drinking water in all over India, so, company can easily go for other states in

order to tap the large unrepresented market.

Kingfisher is not directly involved in production of package drinking water &soda , his

frenchisee company’s are doing this & using kingfisher logo. So,due to money they are not able

to promote the product all over india as others are doing.

Manufacturing is also not centralize

From these studies it was found that there is an increase of sale.

Kingfisher (PDW & SODA) customers and retailers are not fully satisfied with all the facilitiesprovided by Kingfisher, except the brand name which is blinking in the mind of customers.



43

NAME OF THE OUTLET: --------------------------------------------------

ADDRESS --------------------------------------------------

--------------------------------------------------

1. Which brands of packaged drinking water & soda you sale at outlet currently?

PACKAGED DRINKING WATER

A. In 1 ltr: -

Kingfisher

Bisleri

Bailley

Aquafina

Shree

Mcdowell’s

Intimate

Yash

Himalaya

Haywards5000

B. In 2 ltr: -

Kingfisher

Bailley

Bisleri

Kinley

Yash

Mcdowell's

C. 5 ltr.

Kingfisher

Bisleri

D. 20 ltr.

Kingfisher

Bisleri

Bailley

PACKAGED DRINKING SODA

A. In 500ml

Kingfisher

Lehar

Kinley

Haywards 5000

B. In 1.5 ltr.

Lehar

Kingfisher

UESTIONNAIRE FOR RETAIL OUTLETS



44

Bisleri

Jaynty

2. What is the monthly consumption of Package Drinking Water & soda?

A. Water

1 below 800 lit.

2 800-1600 lit.

3 1600-2400 lit.

4 more than 2400 lit.

B. Soda

1 below 800 lit.

2 800-1600 lit.

3 1600-2400 lit.

4 more than 2400 lit.

3. How much stock of each brand of packaged drinking water & soda you have currently?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

4. What are the rates at which you are purchasing different brands of packaged drinkingwater & soda currently?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------

5. What are the different sales schemes given by the companies?



45

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------

6. Which type of complain do you feel regarding kingfisher packaged drinking water &soda?

1) Packaging 2) quality 3) Supply 4) Payment

7. Are you satisfied with the supply facility of C&F with regard to final delivery?

1) Yes 2) No

8. How is the customer response about products?

(1) Positive (2) Negative (3) Neutral

9. Are you satisfied with the offers margin?

(1) Yes (2) No (3) No Answer

10. Which company provides batter schemes?

1) Kingfisher 2) Bisleri 3) Bailley 4) Aquafina

5) Shree 6) Yash 7) Intimate 8) Himalaya



46

Bibliography

Philip Kotler, Marketing Management, 11th Edition.

www.kingfisherworld.com

www.google.com

Kothari C.R., Research Methodology: Methods and Techniques, 2nd Edition.

Related Brochures, Promotion literatures, News papers and Magazines.

brand building & personal selling activities of kingfisher pdw & soda” at kingfisher

Documents