copy of kingfisher

8/6/2019 Copy of Kingfisher

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A

Project report

on

Designing & Implementing the market strategy

plan for retail sales & bulk pack of Kingfisher

in Jaipur market

Partial fulfillment of requirement of degree ofPGP- 2008-2010

Submitted By:-AMRITESH KUMAR

JAGAN INSTITUTE OF MANAGEMENT STUDIESJAIPUR

Submited to

Richa Mitra


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Kingfisher Icebergs

Presented by:-

AMRITESH KUMAR

DECLARATION

I Amritesh kumar hereby declare that this project report entitled

Designing andImplementing the market study plan for retail sales &

bulk pack of kingfisher in Jaipur market. For kingfisher Jaipur, is a

bonafide record of work done by me during the course of summer project

work.

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Date: AMRITESH KUMAR

PREFACE

Barring price wars among the leaders, nothing marked the FMCG

sector.

The King of Good Times is Indias best-selling Mineral water, RC cola &soda.

As my area of interest is marketing,The project was provided to me titledDesigning & Implementing the market strategy plan for retail sales & bulk pack ofKingfisher in Jaipur market.

So that I can understand and learn the marketing skills in FMCG sector

I did my summer internship at Kingfisher Icebergs, Jaipur, under the guidance ofMr. Mayur Tiwari (Regional Sales Manager) and Mr. Surendra sir (Area SalesManager).

I am please to work in this esteemed organization.

I have tried my best to make this report a reader friendly & also did my level best tofulfill the objective of the summer training.

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ACKNOWLEDGEMENT

Some Says Managers are born and some says managers are made.

I was also in some dilemma before commencing my summer

internship. But after the successful completion of my summer

internship I came to know that managers are made if they are guided

properly and are motivated to work willingly towards fulfillment of

specific goal.

It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well -wishers who have in some way or other contributed in their own special ways to thesuccess and completion of this project.

First of all, I would like to thank Mr. Mayur Tiwari (RSM JAIPUR) Jaipur, fromthe bottom of my heart, without his help it would have been a dream only to carryout the project work. He is the only person who takes all decisions by consideringeveryones view. He is the person who takes care of the sales of Kingfisher ofRajasthan state and always motivates people to increase sales. He also makes newstrategies time and again to give Kingfisher some edge over competitors. One cansay he is the one-man army of Kingfisher, Jaipur branch.My profound sense of obligation goes to Mr. Surendra Choudhary (ASM Jaipur)who takes care of the supply.. He also gives proper guidance to all managementtrainees and staff.

All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me alot during the course of my project. They were of great help to me in every aspectand enlivened us to win the problem head that I faced during this project.

At last I convey my sincere thanks to KINGFISHER, JAIPUR for their helping handthat I always found extended to me whenever I needed.

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AMRITESH KUMAR

TABELS OF CONTENTS

S.NO. CONTENTS Page

no.

1. Industrial profile

2. Introduction about project

3. Company profile

4. New product (R C Cola)

5. Research methodology

6. Market analysis

7. Analysis & findings

8. SWOT Analysis

9. Recommendation & suggestions

10. Planning marketing programs (strategies)

11. Questionnaires

12. Exhibit

13. Bibliography

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PROJECT PROPOSAL SHEET

Project Title

Designing & Implementing the market strategy plan for retail sales

& bulk pack of Kingfisher in Jaipur market.

Name of the Organization

UNITED BREWERIES GROUP (UB GROUP)

Name of the Company

KINGFISHER LIMITED

Manufactured & Marketed By

ICEBERG FOODS LIMITED

Project Head & Supervisor

Mr. Mayur Tiwari (Regional Sales Manager)

Project Duration

- 1 May 2009 to 15th Jun 2009

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UNITED BREWERIES GROUP (UB GROUP)

United Breweries Group, based in Bangalore, is the world's 2nd largestbrewerandthe largest in India. The company 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 IndianParliament. United Breweries now has a near-monopoly over the Indian brewingmarket, thanks to its recent takeover of the rival Shaw-Wallace company. The groupowns the Mendocino Brewing Company in the United States.

HISTORY

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Grouptook its initial lessons in manufacturing beer from South Indian based British

breweries. At the age of 29, Vittal Mallya was elected as the company's first Indiandirector in 1947. After a year, he replaced R G N Price as the chairman of thecompany.United Breweries made its initial impact by manufacturing bulk beer for the British

troops, which was transported in huge barrels or "Hogsheads". Kingfisher, theGroup's most visible and profitable brand, made a modest entry in the sixties.Duringthe 1950's and 60's, the company expanded greatly by acquiring other breweries.

The Logo

The Pegasus, which is the symbol of the United Breweries, first found its place asthe Group logo in 1940. Then, the Helladic horse associated withbeerand nectarin Greekmythology- carried a beer cask between the wings, ostensibly because

beer formed the core operations of the Group. Later, the beer cask was removed torepresent the Groups multifaceted operations. Now, it is just the Pegasus.

History

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during thefiscal year 2005-06 making the Group the third largest manufacturer of Spirits

products in the world. In addition, USL is one of only three in the world to ownseven millionaire brands and at least five brands rated by Drinks International, UK,

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http://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Brewinghttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/w/index.php?title=Shaw-Wallace&action=edithttp://en.wikipedia.org/wiki/Mendocino_Brewing_Companyhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/w/index.php?title=Thomas_Leishman&action=edithttp://en.wikipedia.org/wiki/1857http://en.wikipedia.org/wiki/Beerhttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/United_Kingdom_of_Great_Britain_and_Irelandhttp://en.wikipedia.org/wiki/Brewerieshttp://en.wikipedia.org/wiki/Vittal_Mallyahttp://en.wikipedia.org/wiki/1947http://en.wikipedia.org/w/index.php?title=R_G_N_Price&action=edithttp://en.wikipedia.org/wiki/1950http://en.wikipedia.org/wiki/Pegasushttp://en.wikipedia.org/wiki/1940http://en.wikipedia.org/wiki/Helladichttp://en.wikipedia.org/wiki/Beerhttp://en.wikipedia.org/wiki/Nectarhttp://en.wikipedia.org/wiki/Mythologyhttp://en.wikipedia.org/wiki/Spiritshttp://en.wikipedia.org/w/index.php?title=Drinks_International&action=edithttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Brewinghttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vijay_Mallyahttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/w/index.php?title=Shaw-Wallace&action=edithttp://en.wikipedia.org/wiki/Mendocino_Brewing_Companyhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/w/index.php?title=Thomas_Leishman&action=edithttp://en.wikipedia.org/wiki/1857http://en.wikipedia.org/wiki/Beerhttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/United_Kingdom_of_Great_Britain_and_Irelandhttp://en.wikipedia.org/wiki/Brewerieshttp://en.wikipedia.org/wiki/Vittal_Mallyahttp://en.wikipedia.org/wiki/1947http://en.wikipedia.org/w/index.php?title=R_G_N_Price&action=edithttp://en.wikipedia.org/wiki/1950http://en.wikipedia.org/wiki/Pegasushttp://en.wikipedia.org/wiki/1940http://en.wikipedia.org/wiki/Helladichttp://en.wikipedia.org/wiki/Beerhttp://en.wikipedia.org/wiki/Nectarhttp://en.wikipedia.org/wiki/Mythologyhttp://en.wikipedia.org/wiki/Spiritshttp://en.wikipedia.org/w/index.php?title=Drinks_International&action=edit


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to be amongst the ten fastest growing brands in the world in their respectivecategories. The market share of the Spirits Division in India is currently 60% andexports to the Middle East, Africa and Asian countries are growing rapidly.The UB Groups Brewing Entity - called United Breweries Limited (UBL) - has alsoassumed undisputed market leadership with a national market share in excess of50%. Through a process of aggressive acquisition and market penetration, The UBGroup today controls 60% of the total manufacturing capacity for Beer in India. Theflagship brand, Kingfisher is now sold in over 52 countries worldwide havingreceived many accolades for its quality.With plans to becoming a global player United Spirits Ltd. (USL), the flagship of theUB group, purchased the Scottish distillerWhyte and Mackay in May 2007 for 595million (Rs. 4,800 crore)[1]. This would bring the brands of W&M like TheDalmore, Isle of Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & MackayScotch under its portfolio.

The UB group is also into manufacture of Fertilizers. The group companyMangalore Chemicals and Fertilizers Limited ( MCF )has factory at Panambur inDakshina Kannada district of Karnataka.

KINGFISHER LIMITED

The King of Good Times is Indias best-selling beer, and from Mumbai to Delhi,the locals guzzle through millions of bottles annually. But although the brandcommands up to 25% of its domestic market, unless youve visited India or are a

part-time connoisseur of curries, you may not have recognized Kingfishers qualitiesas the perfect accompaniment to a chicken Vindaloo.

The Kingfisher homepage is everything you would expect from the Indian-basedbrand. It is colorful and noisy (although the score sounds more Caribbean thanIndian) and theres plenty of animation to enhance the viewing experience. Areas ofthe site that are well worth a visit include the Fun n Beersection, where you cansend E-cards to your friends or have a chuckle at the Beer Jokes; theFoodsection,

which is a must for lovers of Indian cuisine; and the Worldsection, which containsinformation about the history of United Breweries and the Kingfisher brand itself.Unfortunately, the facility to order Kingfisher beer and apparel online only exists forresidents of Bangalore at present, so from an E-tail perspective, the site is limited toa fraction of its own indigenous market.. The Sports pages are a good example of this as they simply contain a handful of

paragraphs on Kingfishers sponsorship of past sporting events, rather than

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http://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Whyte_and_Mackayhttp://www.hindu.com/2007/05/17/stories/2007051706161700.htmhttp://en.wikipedia.org/wiki/Glayvahttp://en.wikipedia.org/wiki/Vladivar_Vodkahttp://en.wikipedia.org/w/index.php?title=Mangalore_Chemicals_and_Fertilizers_Limited&action=edithttp://en.wikipedia.org/wiki/MCFhttp://en.wikipedia.org/wiki/Panamburhttp://en.wikipedia.org/wiki/Dakshina_Kannadahttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Whyte_and_Mackayhttp://www.hindu.com/2007/05/17/stories/2007051706161700.htmhttp://en.wikipedia.org/wiki/Glayvahttp://en.wikipedia.org/wiki/Vladivar_Vodkahttp://en.wikipedia.org/w/index.php?title=Mangalore_Chemicals_and_Fertilizers_Limited&action=edithttp://en.wikipedia.org/wiki/MCFhttp://en.wikipedia.org/wiki/Panamburhttp://en.wikipedia.org/wiki/Dakshina_Kannada


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evangelizing what associates the emotional aspects of the Kingfisher brand with itschosen recreational partners.

ICEBERG FOODS LIMITED

About Us

We are quality pet performs manufacturers in India with state of the art technologyhusky injection molding system. We can offer performs in 28 mm pco in24,27.7,42& 48 GM. All performs are approved by Pepsi. We use 100 % virginmaterial(Pepsi approved).

We can sign long term contract and have a manufacturing facility at present of

300,000 performs/day.

Section I.1 Company Profile

Company Name: Iceberg Foods Pvt. Ltd.,Country/Territory: India

Address:1006, Raheja Centre, Nariman Point,, Mumbai,Maharashtra, India

Products/Services We Offer:

We offer international quality(Pepsi approved)

pet preforms in 28 mm pco neck in 24,27.7,42&48 GM processed on husky injection moldingsystem. Can manufacture 300,000 preforms/day

Business Type: Manufacturer

Industry Focus:Packaging Product Stocks , Packaging RelatedMachinery , Packaging, Printing Projects ,

Geographic Markets: WorldwideNo. of Employees: 11 50 People

Annual Sales Range (USD): US$1 Million - US$2.5 MillionYear Established: 1998

Legal Representative/CEO: Bharat Shah

Iceberg Foods Ltd. is a seven years old company in this industry and we are one ofthe leading company having all India rights for manufacturing & marketing

packaged Drinking water with a brand name Kingfisher trademark owned byfamous UBgroup & RC Cola trademark owned by Royal Crown Cola which

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third largest selling soft drink brand in the world with a presence in almost all thecountries of the world.

Our clients are spread all over the country. We are one of those few brands that havegot ISI certification in Rajasthan and we are committed to supply pure and hygienicwater. Our packaged drinking water is manufactured under perfect hygienicconditions as per ISI Standards and 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 timelyservices to all our vendors. We have around 110 distributors all over the Rajasthanwho are further supplying our stocks to thousands of retailers than to our end users.

Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2ltr, 5 liters, 20 liters & 600ml & 300ml Soda.

Our packaged drinking water is bottled in fully automatic plant with reverseosmosis, organization & ultra filtration process. Along with latest pesticides removalsystem through activated carbon filtration process as per EU norms.

It is understood that throughout India 90% of the stress related diseases are causeddue to consumption of contaminated food & water. We process water at our plantwith the most modern, high tech equipment sodium filtration resulting in not onlyhealthy but also sweeter packaged drinking water.

Our packaged drinking water is processed and packed in a sophisticated andchemical free plant to maintain highest level of hygiene. Our packaged drinkingwater is manufactured under a very strict in house quality control system, ensuringthat what you drink is what nature intended.

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(a) Distribution augmentation, Organisation Data and MarketingInputs :

1. EXISTING DISTRIBUTION SYSTEM.

i. Distribution network

We have a distribution network consisting of three levels between thecompany 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 itgenerated its primary sales.

We have 108 Distributors that are scattered all over JAIPUR.

JAIPUR is divided into 5 zones: That is my group area.

In each zone areas are covered. In each market at least one distributor ispresent.

Zone wise distributors are given below (Each city name signifies onedistributor)

Jaipur Zone: - In Jaipur zone the distribution network is divided in two

segments. One is the distribution in the city and the other isdistribution in the connecting routes i.e. Jaipur upcountry. We havedifferent distributors for different routes.

SALES DEPARTMENT

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JAIPUR

PratapNagar

Vaishali

MI road

Tonk road

Sitapura


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We have following sales staff in Rajasthan sales team :

Sales Manager - One

Area Sales Manager - Two

Sales Officers - Ten

Introduction about project

The study has to be made to improve the Kingfishers market potential in the Jaipurmarket in retail segment, and for this you have to undertake the project title:

Designing & Implementing the marketing strategy plan for Retail sales & bulk

pack of Kingfisher in Jaipur Market

The project will be carried on in Jaipur city and will try to assess sales of differentbrands and at the same time promote sales of Kingfisher packaged drinking water& soda sales in retail & bulk pack segment in Jaipur region.

COMPANY- A PROFILE

It all began with 5 breweries in South India. The oldest of which, Castle Breweries,dated back to 1857. United Breweries, as these breweries were named in 1915 hascome a very long way.Soon afterwards, the sight of bullock carts carrying huge barrels or 'hogsheads'containing beer became a household sight. These carts wheeled their way to thecustomers, including British troops, living in and around Madras, Bangalore and the

Nilgiris.Almost immediately, the brew from UB became a favorite, especially with theBritish troops. So began the history of Beer in India. And the history of BeerDivision of United Breweries!The company was brought over by late Mr. Vijay Malaya in 1947, and since thanhas never looked back. Today every one of the 32,000 Beer outlets in India sells one

brand or the other from United Breweries.

Mission

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The group Mission Statement embodies these objectives:

To assess the companys image in view of retails, booking counter agent, andconsumer.- To list competitors operating in the market.- To be the preferred employer wherever we operate.- To recognize the value of our human assets.- To be the partner of choice for customers, suppliers, and other creators ofinnovative concepts- To greater information about competing companys performance and marketing

Efforts in Jaipur city.- Make recommendation about marketing efforts for promoting sales Kingfisher

Packaged drinking water & soda in retail & bulk segment in Jaipur city.

MANUFACTURING PROCESS

Purification ProcessPurity and safety are two major factors taken care in sourcing and processing ofKingfisher water. Underground spring is carefully selected based on its portabilityand pathogen free water. Great care goes in tapping this source. Only water below25 meters is tapped. This is to avoid any surface contamination to percolate and mixwith underground water source. Area surrounding the water collection tube at thesurface is protected and kept clean.

Processing and Quality Assurance

The casing tube itself is protected with stainless steel mesh to give a preliminaryfiltration to the water. Ultra filtration gives water reduction in turbidity and addssparkle activated carbon purifier to remove color and odour in water

Reverse osmosis membrane has porosity of less than 0.01 micron the processrenders water free o microorganisms and also reduces dissolved solids

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To ensure Kingfisher packaged drinking water is held safe free from contaminations,ultraviolet treatment and ozonisation process is carried out. Ozone is unstabletrivalent oxygen, a very powerful bactericide with no side effect, as it disintegratesinto oxygen within couple of hours.

Sterilization effect of ozonised water continues even after water is packaged, therebyensuring safety of Kingfisher up to its final packing. To ensure high quality of

packing materials, components like caps and bottles are manufactured in-house fromresins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing isreligiously monitored at every stage. Testing source water, processing parameters,microbial quality, packaging material integrity and finally, shelf life studies, formsan integral part of quality and safety assurance plan.

Quality checking: Quality is checked by sampling method as a batched test at everystage of beer manufacturing even quality of bottle is also checked before actuallyusing.

Production: 70,000 to 80,000 bottles per day.

RESEARCH METHODOLOGY

Research Approach

Research instrument

Contact method

How it was method

Research problem for the present study

The research plan

Data source

Primary data

Secondary data

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Steps in research design process

Research plan

Area

Sample size

Respondents

Method of collection

METHODOLOGY

The advanced learners dictionary of current English lays down the meaning of

research as a careful investigation or inquiry specially through search for new facts

in any branch of knowledge.

RESEARCH APPROACH:

There are different research approaches and the research instruments that were

employed during the research work. The common research approach for collecting

the primary data are observations, focus group, surveys and experiments.

In this case, a general survey to gain knowledge about the market, commonly known

as the pilot survey was and undertaken where particularly information was gathered

With respect to the brands, peoples / consumers perception so that it serves as a

foundation to prepare the questionnaire for collecting primary data and that it helps

in deciding other methods to be adopted which may be useful in gathering the

necessary information.

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RESEARCH INSTRUMENTS:

Marketing researchers have a choice of two main research instruments in collecting

primary data questionnaire and mechanical devices. Mechanical devices are used

frequently in marketing research. Mechanical devices hold no relevance for this

study and thus only questionnaire was used.

In addition, the form of the question asked can influence the response. 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 end questions often reveal more because they do not constrain respondents

answers. Open end questions are especially useful in the exploratory stage of

research, where the research is looking for insight into how people think a certain

way. The questionnaire should use simple, direct, unbiased wording and should be

pre tested before it is actually used.

.

(A) RETAILERS QUESTIONNAIRE: This questionnaire was designed for

various retailers, which pass on these type of items to the ultimate customer.

(B) C & F QUESTIONNAIRE

(C) CUSTOMER QUESTIONNAIRE

CONTACT METHODS:

Once the sampling plan has been determined, the marketing researcher must decide

how the subject should be contacted. The choices are mail, telephone, or personal

interviews. Telephone could not be an effective medium for getting the first hand

responses pertaining to the study.

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For the purpose of the market survey, I design the research based on primary data.

For the collection of primary data, I designed the structured questionnaire for two

levels first, for hotel industry/ restaurants and secondly, for retail shops package

drinking water, for filling the questionnaire. I will use method of direct interview.

Secondary data will be used to supplement the primary research and in terms of

capacity and profile of package drinking water industry. Method was adopted to

collect the data related to the study.

HOW IT WAS DONE

1. Research Problem for the present study

Analyzing the market of kingfisher package drinking water and soda and royal

crown cola in Jaipur city.

2. The research plan

The research plan is designed for gathering the needed information. Designing

research plan calls for definitions on the information (data) sources, research

approach, research instruments, sampling plan and contact method.

3. Data Source

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 original information 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 various retail 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.

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Secondary data for the project were collected from:

1. Various publications on related subject.

2. Various publications on the area of work.

3. Newspapers, journals & Business Magazines.

STEPS IN RESEARCH DESIGN PROCESS

1. Define the research problem

Research problem definition involves specifying the information needed by

management.

2. Estimate the value of the information to be provided by the research

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

rely on convenience sample.

3. Select the data collection method (s)

Survey research, information directly from respondents shops.

4. Select the measurement technique

Questionnaires, instrument for asking information directly from a

respondents on the basis of question asked by interviewer.

5. Select the sample (primary considerations)

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

Sample size, sample plan, and execution.

6. Select the analytical approach

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Data analysis involves converting a series of recorded observations into

descriptive statement and/ or inferences about relationships.

7. 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.

8. 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.

Research plan:

1. Area: since my research was pertaining to package drinking water and soda

and royal crown cola in retail counters, malls, multiplexes & hotels of Jaipur

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

research.

2. Sample size: there are about 70 shops, 4 multiplexes, 40 hotels in the different

areas. On an average 350, 170 & 45 carats of water, soda & royal crown cola

respectively. My sample size was about 70 composite shops.

3. Respondents: I visited at least once every counter of the respective areas. my

respondents were the owner of the shops, salesman and purchase or food and

beverages managers of different hotels.

Method of collection: for the collection of the data I adopted questionnaire

method. For the purpose I had prepared a questionnaire and went to the

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respondents with that. My research was related to excise and package drinking

water trade, so that a some places a lot of problems in collection of data,

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

make my respondents feel easy. For appointment I used telephone in case of

shops I have taken special permission from the contractor to visit his shops.

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M.I. Road

Market Share

28

33

25

14Kingfish

BisleriAcquafin

Others

In M.I road Besileri capture 33% market, Kingfisher 28% and with 14% marketshare Acquafina stand on third position. Others witch includes likeKinely,Billey.McDonald and local player capture 14% market share.

Market Summary

Total outlets visited 40

New outlets activated 11

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Railway Station Road

Market Share

15

16

1257

Kingfish

Bisleri

Acquafin

Others

It is one of the busy place of Jaipur, and Others are market leader with 57% marketshare. Bisleri ,Kingfisher and Acquafine with 16%,15% and 12% market share.

Market Summary

Total Out-Let Visited 35


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Rambag & SMS Road

Market Share

43

31

10

16 Kingfish

Bisleri

Acquafin

Others

Kingfisher is market leader in Rambag with 43% market. Bisleri capturing with 31%market. Acquafine and others are taken 10% and 16% market.

Market Summary



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Tonk Road & University Road

Market Share

22

3325

20Kingfish

Bisleri

Acquafin

others

According to our survey Bisleri is the market leader with 33% market share,Kingfisher 22% with and Acquafine is with 25% market. Others players occupied20% market.

Market Summary

Total Out-Let Visited 21New outlets activated 9

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Pratap Nagar

Market Share

35

31

17

17

Kingfish

Bisleri

Acquafin

Others

In this area Kingfisher taking 34% market. Bisleri in second position. Others aretaking remaining 19% market of PDW.

Market Summary



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Sodala

Market Share

19

3323

25 Kingfish

Bisleri

AcquafinOthers

As the graph clearly show that Bisleri is again the market leader with 33% marketafter that Acquafine with 23% market. Than others capturing 25% and finally

Kingfisher with 19 % market share.

Market Summary



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Vaishaly

Market Share

29

31

19

21 Kingfish

BisleriAcquafin

Others

Here the competition is tuff. Bisleri share is 31%, Acquafine with 19% and veryclose to 2nd, Kingfisher with 29% share in market. Other take 21% market share.

Market Summary



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Gopalpura

Market Share

21

3324

22 Kingfish

Bisleri

Acquafin

Others

According to our survey in Gopalura, Bisleri is the market leader having 33% share.Others eating 22% 0f pie. Acquafine is on 2rd place with 24%. With 21% shareKingfisher is on 4th place.

Market Summary

Total Out-Let Visited 23New outlets activated 6

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FINDINGS

Kingfisher is in beer segment not in water segment.

Kingfisher soda get flat very soon in compare to its competitor.\

Packaging is not at all attractive as compare to its competitor.

The bottle is breakdown very easily.

Service is not available at the right time. Lack of brand awareness about Kingfishers drinking water.

Lack of advertisements.

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SWOT ANALYSIS

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S T R E N G T H S

Established name as company is operatingsince 1857 successfully, so has got a verystrong customer loyalty.

Brand image is very high than its

competitors, its sales officers 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

Jaipur.

Low rates as compared to the nearestcompetitors like Bisleri, Aquafina, andLehar,Bally.

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 visitin the market.

High price of 1ltr. Water as compared tothe local players.

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 by

advertisements and aggressive marketing.

Company can use more of its production

capacity.

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.

New services could be attached e.g. after

sales services.

More emphasize should be given to 2 ltr.

Bottle as there is less no. of competitors.

T H R E A T S

Bisleri, Aquafina and other companies are

serving packaged drinking water in all over

India. Competition from other companiesand well-established brands operating in the

market.

Consumers are becoming more brand loyal

rather than quality conscious.

Attractive schemes are provided by the

competitors for their brand promotion.

Public Relation & Promotional activities

are inadequate in Jaipur city.

Eureka Forbes and Aqua guard are trying to

capture the market.

Local players like Intimate, Yash, Vinayak

are growing at a very fast rate especially at

bus stands and railway station area.

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RECOMMENDATIONS

&

SUGGESTIONS

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RECOMMENDATIONS & SUGGESTIONS

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 should be given to the retailers.

Counters outside hospitals, cinema halls, at bus stands & at the tourists areas

should be given special consideration.

Packaging should be standardized & made attractive.

More experienced candidates should be appointed as sales officers.

Catering service providers should be taken care of.

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We should focus on the costumer more than the retailer for that local advertisementwould help us more like in local newspaper and magazines.

We suggest you to organize some small camps like medical camps or someawareness camps to explain rural people that KINGFISHER is also a health caringstuff with mineral water under their belt.

Action plan for covering the sample population:

There are four major segments selected for the jar and dispenser business:

Hospitality industries : Hotels, restaurant, Bakers & confectioneries Ice creamparlors, bars, and catering services.

Institutional sales : Factories, Export house, Schools & Education institutionand hospitals.

Offices & Households: Commercial complexes, main market, residentialflats & housings colonies.

Retail segment: All Pan walas, general store, and Juice & Ice cream parlors.

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PLANNING MARKETING PROGRAMS:

To transform marketing strategy into marketing programs, marketing managers musttake basic decisions on marketing expenditures, marketing mix, and marketing

allocation. First, one must decide what level of marketing expenditure is necessaryto achieve its marketing objectives. Companies typically establish their marketingbudget at a percentage of the sales goal. A particular company may spend more thanthe normal percentage ratio in the hope of achieving a higher market share.

Second, the company also has to decide how to divide the total marketing budgetamong the various tools in the marketing mix. Marketing is one of the key conceptsin modern marketing theory.

MARKETING MIX

Itis the set of marketing tools that the firm uses to pursue its marketing objectives inthe target market.

4 Ps OF MARKETING:

This is a major concept in traditional marketing. It consists of Product, Price, Placeand Promotion. This is known as 4 Ps of marketing mix. It represents the sellersviews of marketing tools available for influencing the buyers to opt for their

products.

MARKETING IS BECOMING A BATTEL BASED MORE ONINFORMATION THAN ON SALES POWER.

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4 Ps of marketing are shown in the following diagram:

Not all marketing-mix variables can be adjusted in the short run. Typically, the firmcan changes its price, sales force size, and advertising expenditures in the short run.It can develop new products and modify its distribution channels only in the longrun. Thus the firm typically makes fewer period-to-period marketing-mix changes in

the short run than the number of marketing- mix variables might suggest. Finally,the marketers must decide on the allocation of the marketing budget to the various

products, channels, promotion media, and sales areas.

PRODUCT

The most basic marketing-mix tool is product the firms tangible offer to themarket, which includes the product quality, design, features, branding, and

packaging. Product can be defined as follows:

A PRODUCT is anything that can be offered to a market to satisfy a want or need.Products that are marketed include physical goods (automobiles, books), services(haircuts, concerts), persons (celebrities and film stars), places (Hawaii),

organization and ideas (family planning, safe driving).

MARKETING MIX.

PRODUCT PRICE PLACE PROMOTION

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Here our product is Packaged Drinking Water.

A) Core benefit-It is the fundamental service or benefit that the customer is really buying. Thecustomer purchase PDW to satisfy his thrust.

B) Basic Product-The second level the marketers turn the core benefit into a basic generic product.You need basic infrastructure to satisfy your particular need. The basic thing thatcustomer want from any PDW is that the water is pure and good for the health at thesame time they are conscious about the price.

C) Expected Product-At the third level the basic product is turned into expected product, a set of attributesand conditions that buyers normally expect and agree to when they purchase this

product. Buyer expected that water that he purchase is cold and out of fresh stock.

D) Augmented Product-At the fourth level the marketers prepare an augmented product that meets thecustomers desire beyond their expectations. The bottle is of good quality and must

be long life. It helps the customer to recall the product and that help in Next TimePurchase.

E) Potential Product-

Potential product is that product which company wants to provide theircustomers in future. We will be planning to provide our customer in future thefollowing features.

1. More different size of water bottle.2. Making of water bottle according to customer need requirement.3. Direct home deliver as and when customer required.

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PRICE

A Critical marketing-mix tool is price, the amount of money that customer pay for

the product.

Price is the only element in the marketing mix that produces revenue; the otherelement produce costs. Price is also one of the most flexible elements of themarketing mix, in that it can be changed quickly, unlike product features andchannel commitments. At the same time, pricing and price competition are thenumber one problems facing many marketing executives. Pricing is too costoriented; price is not revised often enough to capitalize on market changes; price isset independent of the rest of the marketing mix.

In industries where pricing is a key factor (aerospace, railroads, oil companies),companies will often establish a pricing department to set prices of assist others indetermining appropriate prices.

PLACE

Place, another key marketing- mix tool, includes the various activities they companyundertakes to make the product accessible and available to target customers. Onemust identify, recruit, and link various marketing facilitators to supply its products

and services efficiently to the target market. A businessman must understand thevarious types of retailers, wholesalers, and physical distribution firms and how theymake their decision.

PROMOTION

Promotion, the fourth marketing- mix tool, includes all the activities the companyundertakes to communicate and promote its product to the target market.Modernmarketing calls for more than a developing a good product, pricing it attractively,and making it accessible to target customers. Companies must also communicatewith their present and potential customers, retailers, suppliers, other stakeholders,and the general public. The marketing communications mix consists of five majormodes of communication: advertising, sales promotion, public relations and

publicity personal selling, and direct marketing.

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PACKAGING

Packaging, Which is considered to be another very important element of themarketing-mix, is defined as follows:

PACKAGING includes the activities of designing and producing the container orwrapper for a product.

The container or wrapper is called the package. The package might include up tothree levels of material. In recent times, packaging has become a potent marketing

tool. Well designed packages can create convenience value for the consumer andpromotional value for the producer. Various factors have contributed to packaginggrowing use as a marketing tool:

LABELING

Labeling is a subset of packaging. Sellers must label their products. The label maybe a simple tag attached to the product or an elaborately designed graphic that is apart of the package. The label might carry only the brand name or a great deal ofinformation. Even if the seller prefers a simple label, the law may require additionalinformation.Labels perform several functions. First, the label identifies the product or brand- forinstance, the name Maggi stamped on packet of noodles. The label might also gradethe product; thus the Dabur honey small glass containers are grade labeled A. Thelabel might describe the product: who made it, where it was made, when it wasmade, what it contains, how it is to be used, and how to use it safely. Finally, thelabel might promote the product through its attractive graphics. Labels eventually

becomes outmode and need freshening up.

4Ps 4CsProduct Customer needs and wants

Price Cost to the customer

Place Convenience

Promotion Communication

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MARKET POTENTIAL is the limit approached by the market demand as industrymarketing expenditures approach infinity; for a given environment.

The phrase for a given environment has great significance in the concept of marketpotential.. Companies cannot do anything about the position of the market demandfunction, which is determined by the prevailing conditions and environment in themarket, for example, the cultural political, economic, natural, technological anddemographic features that affect the maximum market demand.

Therefore, potential being the measure of capability of a thing to exist, according tome, Market Potential can be termed as Latent Talent.

A very important confusion must be cleared before we understand other feature.Many people confuse market potential with potential market, where the latter is themeasure a sufficient level of interest shown, for a product / thing offered by themarket; by a set of consumers. Consumer interest only does not have enough incomefor the product provided the product itself is distributed well enough as within thereach of the customers.

TOTAL MARKET POTENTIAL: Total market potential in the maximum amount ofsales that might be available to all firms in the industry during a given period oftime. A common way to estimate total market potential is an follows:

T = n x q x p (F1)

Where:

T = Total market potentialN= Number of buyers in the specific product / market under the given assumptions.Q = Quantity purchased by an average buyer.P = price of an average unit.

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AREA MARKET POTENTIAL:

Companies face the problem of selecting the best territories and allocating theirmarket budgets optimally among these territories. Therefore, they need to estimatethe methods of assessing the market of different cities, states, and nations.

Buildup Method: The market buildup methods call for identifying all the potential buyers in each market and estimating their potential purchases. This methodproduces accurate results.

Multiple-Factor Index Method: Like business marketers, consumer companies alsohave to estimate area market potentials. But the customer of consumer companies istoo numerous to be listed.

Basis of sale of Package Drinking Water Brands at shops/Hotel:

Demand by the customer 50%

Schemes offered by the companies 10%

Advertisement 10%

More margins 3%

Others 2%

Mostly the demand by the customer is the main reason for selling of particular brand

of Package Drinking Water and then it comes to schemes, advertisements and

margins. In other reason it includes availability, replacement of leaked bottles etc.

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QUESTIONNAIRE

TO C&F and industry-:

What strategies or steps are you taking to establish a distinguished image of yourproduct?

_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Inspite of such well recognized brands in beverages industry like pepsi ,coca-cola doyou think launching a new product RC cola would let you survive in this cutthroatcompetition?

_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What promotional activities do you undertake to spread awareness among mass?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What are the steps undertaken to strengthen company logistic network?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What are the tactics adopted for brand positioning?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What sort of problems company faces during the launch of a new product?

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_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What strategies a company can formulate to explore the local untapped market?

_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What are the future plans of the company ?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Are you looking forward to add values in remote areas ?_______________________________________________________________________________

______________________________________________________________________________________________________________________________________________________________

By what measures company can increase its market share ?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

_______________________________________________________________________________________________

TO DEALER-:

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

How is the customer response ?

_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Are you satisfy with the offered margin ?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

_______________________________________________________________________________________________

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TO CUSTOMER-:

What sort of image do you have regarding our products ?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Are you satisfy with the taste & quality of the product ?

_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

What changes you want us to work on ?_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

If given a ad which celebrity would you like to endorsing our product?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

_______________________________________________________________________________________________

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EXHIBIT

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Exhibit

RATE LIST

PACKAGED DRINKING WATER

Size Brand Name Rate Per Case (RS.)

1 Ltr. Kingfisher 90

Aquafina 136

Bisleri 113

Intimate 60Mcdowells 84

Yash 60

Vinayak 60

Kinley 128

Himalya 180

2 Ltr.S Kingfisher 130

Bisleri 153

Yash 100


Bisleri 40


Bisleri 55

PACKAGED DRINKING SODA

Size Brand Name Rates Per Case(RS.)

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600ml Kingfisher 170

Lehar 220

Kinley 192

1.5 ltr. Lehar 198

ROYAL CROWN COLA

Size Price Bottles Scheme

300 ml. 230 24 + 3

600 ml. 444 24 + 4

2 ltr. 360 9 + 2

EXIBIT-02

SCHEMES

KINGFISHER

1 Ltr. Packaged drinking water, Rs. 112, 4 carton+ 1 carton free+2 bottels.

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KINLEY

3 case of packaged drinking water ( any size), 6 glasses free.

AQUAFINA

1 Ltr. Packaged drinking water, Rs. 124, 1 case+2 bottles extra.

2 Ltr. Pepsi, Rs. 460.50, 1 case+ 4 bottles of Aquafina extra.

LEHAR

500 ml soda, Rs. 216. 1 case+ 2 bottles extra.

BISLERI

1 ltr. Packaged drinking water, Rs. 128, 1 case+2 bottles extra.

BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, 11th Edition.

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2. www.kingfisherworld.com

3. www.goolge.com

4. RC cola

5. Kothari C.R., Research Methodology: Methods and

Techniques, 2nd Edition.

6. www.rccolainternational.com

APROJECT

ON

Designing & implementing marketing strategy plan for

Kingfisher PDW & SODA

In Jaipur City

A Study Project

Submitted to Kingfisher(Iceberg)

D-44,Chomu,House,c-scheme

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2008 2010

Amritesh kumar

Submited to

Mayur Tiwari

(Reginal Manager)

JAGAN INSTITUTE OF MANAGEMENT STUDIES,JAIPUR

IP-2&3,SITAPURA INDUSTRIAL AREA

C E R T I F I C A T E

This is to certify that the Project Report titledDesigning &implementing marketing

strategic plan for Kingfishers PDW & SODA

in ICE Berg food Ltd is the bonafied work carried outby Mr. PRADEEP KUMAR BAHETI student ofPGDM of Jaipuria Institute Of Management,

Lucknow for the fulfillment of PGDM degree ofJaipuria Institute Of Management, Lucknow.

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He has worked under our guidance and direction.His Work is found to be highly satisfactory and

complete in all respect.

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Low rates as compared to the nearest competitors like Bisleri, yashAquafina, and Lehar,Bally.

S T R E N G T H S

Established name as company is operating since 1857 successfully, sohas got a very strong customer loyalty.

Company is having its own depot at jaipur.

Company is serving in all Jaipur.

Company is enjoying the advantage of latest technology of production

Bottling for UB GROUP limited.

Its purification process is very high than its competitors.. Brand image is very high than its competitors, its sales officers has got

easy access within the corporate.

Its purification process is very high than its competitors.

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High price of 1ltr. Water as compared to the local players.

W E A K N E S S E S

The high price of 20 litre jar

Services are not excellent.

Packaging of the product is not attractive.

Promotion of product is rare.

We are unable to provide chilled water.

Poor after sale services

No stress on massive advertisement of the product.

The company is having a small sales force with low morale and

professionalism..

Poor distribution channels & irregular visit in the market.

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

Wide market still remains unexplored

Strong trade marks

Development of partnerships in which the mineral waters producers

would share the distributon and the logistic costs.

Development of tourist objectives or circuits or spas and health resorts.

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 by advertisements and aggressive

marketing. Company can use more of its production capacity.

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.

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

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T H R E A T S

Yash Billey,Bisleri, Aquafina and other companies are serving

packaged drinking water in all over India. Competition from other

companies and well-established brands operating in the market.

Consumers are becoming more brand loyal rather than quality

conscious.

Attractive schemes are provided by the competitors for their brand

promotion.

Public Relation & Promotional activities are inadequate in Jaipur

city.

Eureka Forbes and Aqua guard are trying to capture the market.

Local players like Intimate, Yash, Vinayak are growing at a very

fast rate especially at bus stands and railway station area.

copy of kingfisher

Documents