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INTRODUCTION
Consumer behaviour is the study of when, why, how, and where people do or do not buy
product.
It blends elements frompsychology, sociology, socialanthropologyand economics. It
attempts to understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as demographicsand
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumerfrom groups such as family, friends, reference groups, and
society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer.Relationship marketingis an
influential asset for customer behaviour analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the importance
of the customer or buyer. A greater importance is also placed on consumer retention,
customer relationship management, personalisation, customisation and one-to-one
marketing. ocial functions can be categori!ed into social choice and welfare functions.
Consumer products such as shampoo or tomato sauce are designed so that they appeal
to consumers, encouraging them to buy those products. "o that end, the industrial R#$
organisation tends to focus on understanding and manipulating product attributes.
%owever, buying behaviour is not only a function of the product& it is also, and in some
cases perhaps more so, a function of the consumer, his social environment of other
consumers, the competing products in the marketplace, and the brand marketing strategy.
In order to design the best product, it is necessary to understand not ust the physics and
chemistry of the product, but also the psychology of consumers and the sociology of
consumer groups or networks.
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http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketing -
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"he goal of this study is to have a model of the marketplace that describes certain aspects
of consumer buying behaviour. "here are two main parts to such a model&
( A description of a population of )consumers*, who each choose +buy repeatedly one
of a number of competing )brands* +we can ignore the difference between product and
brand for these purposes. "his subdivides into a description of the behavior of a single
consumer +)psychology*, and of the collective behaviour of a group, in other words of
the interactions between consumers +)sociology*.
( A description of )brand management*, i.e. the strategy of brand managers when
changing the attributes of a brand such as price or uality in response to events in the
marketplace.
"raditional marketing models tend to focus on the second element, and treat the large
number of consumers in a macroscopic, averaged way. Alternatively, one can look at
individual consumers and their buying behaviour, and try to derive observable large scale
effects, like changes in market share. Ideally one would like to connect the )microscopic*
consumer viewpoint to the )macroscopic* viewpoint of the brand manager.
ater is the most important liuid in the world. ithout water, there would be no life, at
least not the way we know it. In today's living condition, the need for /ure $rinking
ater is becoming the issue for the common 0an.
1ighty percent of the human metabolism consists of water. "his is the reason why 234
of human diseases are water borne. "here are 5 types of water impurities, which are root
cause of water borne diseases.
6. 0icrobiological-7acteria 8 virus.9. $issolved impurities - chemical.5. Imbalance of 0ineral Content.
"here are rapid changes that are taking place in our environment since long and the air
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and the water pollution is on an increase. "he main source of drinking water is river and
downstream which also have not been able to escape the pollution. hen a consumer
became aware of the problems caused by water pollution the market saw an advent of
ceramic water filters, which filters the dust and suspended particles but dissolved
impurities and microbiological impurities are not cleared out. "he mineral balance is also
not maintained.
62:3's witnessed more changes by a tap attachment wherein Iodine resin is used to filter
the water. It deactivates microbiological impurities to an e;tent but has side effects due
to iodine and it does not take care of dissolved impurities mineral balance.
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company, which had any measure of success in entering homes with ero-7. 7ut clean
drinking water returned on the national agenda a little later.
Around 62:2, drinking water became an issue again.
BAround early 6223s,"ime did a story on India as a key emerging market and that was
the trigger for all the players eyeing this market
Factors in the models
"he main features which were included in the various models are&
Loyalty
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Sociology
ociology in this conte;t is concerned with how one person*s buying is inFuenced by
that of others. ith some sort of tendency of people to buy the same brands, there is a
possibility of )lock-in*, with one product dominating the market, even if its competitors
have more or less identical )ualities* +including price. "his effect and its opposite,
people wanting to be different, are easily modelled by E$1 and discrete-time models.
Psychology
/sychology covers what, and how, aspects of the actual items on the shelves inFuence
people to make their choices, possibly buying something different from previously.
+Advertising might be subsumed into these characteristics but could also possibly be
considered as part of the sociological inFuences, especially if the advertising takes the
form of a well known Hgure endorsing a product. 0ore speciHcally, the following four
properties have been identiHed by =nilever as being important and their inFuences were
included in one or more models&
6. 0inimise anticipated regret. "his refers to how ust two products compare with each
other as regards different ualities, which can include price +or )affordability* 68price.
A consumer might udge one item to be superior to another in all respects. "he Hrst is
then a safe choice for the consumer.
9. Attribute change. "he introduction of a new product onto the market can change the
way consumers, or at least some of them, view established brands. "his might be by
drawing attention to some uality which was not previously much regarded, or it might
make people give diff
erent weightings to the +established ualities when making their
decisions. "he former can be considered to be a special case of the latter.
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5. Eutlier avoidance. hen a number of products are in many aspects uite similar, there
can be a tendency for people to avoid )strange* ones, i.e. others which are substantially
diff
erent from the maority in price or some other respect. Items near the average can be
favoured.
J. $ecision process change. A straight choice between two items might be relatively
easyD they can be compared according to price, si!e etc. and a decision made.
ith three or more, comparisons might be made between two things at a time, one could
be eliminated and then the winner contrasted with a third.
Possible predicted effects
"he models which were looked at during the course of the tudy Kroup were intended
to shed light on&
6. %ow a )decoy* product might inFuence the market. "he appearance of a third product
might signiHcantly change the market shares of two others, while getting minimal sales
itself. "his effect is one of the most robust biases in consumer choice, and has been
observed in product classes from chocolate bars to "> sets to beer. "he decoy e ffect
illustrates the importance of consumer psychology, of understanding how consumers
perceive products, and how consumers udge uality prior to purchasing the product.
9. "he dynamics of market shareD how sales of products can vary over time. @or e;ample,
even if two products are eual in all relevant aspects, then after a long time of consumer
activity it might be that each product takes L34 market share +preserving the symmetry,
or one product takes nearly 6334 market share +breaking the symmetry, or that there is
no steady state, with market dominance alternating between the two brands. "he second
of these three cases is called )lock-in*, corresponding to one brand obtaining a virtual
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monopoly, which is almost impossible to break.
5. %ow a new product will fare, given its uality proHle compared with e;isting brands.
"his uestion is complementary to that of the decoy, asking what market share a new
product will gain rather than how it will affect the market shares of e;isting products.
J. )Choice overload*& when there are ust too many possible options for potential
consumers to pick from, and many will walk out of the shop without making a purchase.
"his possibility was considered only brieFy during the tudy Kroup, since the focus was
on market share and it was assumed that the types of product being modelled were
)consumer staples*, so that every consumer would make some purchase.
The models
"he main thrusts of the week*s activities were in building a handful of uite speciHc
models, into which the above psychological and sociological inFuences could be fed, and
in seeing how these aspects 7 and C.6 ? C.J should be represented. >arious types of
overall model were looked at. "he sorts which might be considered could be mainly +but
probably not e;clusively categorised according to whether they were&
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Allowing for continuous or discrete agents, this already gives 2M types of model.
Needless to say, only a few were looked at. As well as the basic types of model
mentioned above, they can e;clude or include sociological influences +making 629 types
of model, or 9:: if )drivers*, people of significantly more than average influence, are
allowed for
WT!R" WT!R !#!R$W%!R!
Water - the Beverage your Body Needs Most
hen we were kids in school, we learned that each molecule of water is made up of two
hydrogen atoms and one o;ygen atom. e also learned that it was great fun to fill up our
suirt guns with water, at least until the principal caught us. hat we really didn't learn,
however, was how much water we needed in order to be healthy human beings.
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est 1uropeans, south Asians and Oapanese live in the most densely populated regions of
the globe and worry constantly about the uality of their drinking water drawn from
rivers and lakes. 0ost is polluted and unfit for human consumption. In North America,
people never worried about water uality and safety until early 62P3*s and restaurants
always provided iced water free. ome still do. "hen came /errier, the @rench mineral
water emphasi!ing how restaurateurs could increase their revenues by replacing iced
water service with bottled water. Restaurateurs never miss an opportunity to increase
their profits, and soon studies started to surface claiming that serving iced water was
costly and no one benefited. 0any restaurants started serving automatically bottled
water, and charged outrageous amounts i.e Q 5.L3 for 533 ml. "hese days, a PL3 ml bottle
goes for Q 63.- in some restaurants, plus applicable ta;es and tip
0eanwhile, the word savvy bottled water marketers started circulating the myth that
drinking bottled mineral water is safer, never mentioning what their studies were
comparing.
It is said that the inhabitants of seven cities between wit!erland and the Netherlands
consume the water of the Rhine River. In these parts people drink beer, wine, bottled
water or fruit uices and shun tap water. North Americans have recently begun to drink
bottled water, but already the distinction between spring water, mineral water, and
filtered tap water is blurred beyond redemption. pring water must come from a natural
springs with proven purity of contaminantsD mineral water must contain 9333 parts per
million in mineralsD and filtered tap water means ust that. 1uropeans always preferred
mineral water or eau de source +spring water since their rivers were polluted a long time
ago. Now considerable efforts are made to clean all maor 1uropean Rivers. "he Rhine
River, the "hames, the
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Kroupe$anone, a @rench conglomerate, markets 1vian, >olvic and Crystal pringsD
Nestle, a wiss food multinational with headuarters in 0ontreu; markets /errier, Nestle
/ure oss +NorwayD "ynant +IrelandD >itel, Cathledon, >olvic, +@ranceD Appolinaris
+Kermany, pa +7elgiumD Kasteiner +AustriaD an 7enedetto, an /ellegrino, Aua di
Nepi,
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O&'!CTI#! OF T%! STUD$
O&'!CTI#!S OF T%! STUD$
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"he following are the main obectives of my Research study&-
6. "o do a brand analysis of 7isleri as a brand.
9. "o conduct a market survey of 7isleri.
5. "o know the affects on 7isleri sale, profit and market share
J. "o find out the current market position of 7isleri mineral water.
L. "o know the trategies and measures adopted by 7isleri to counter the
competition by Auafina.
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INDUSTR$ PROFIL!
INDUSTR$ PROFIL!
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(CURR!NT )R*!T SC!NRIO+
A few years back, the mineral water market had been crawling at the rate of 5-J4, or
even a lower figure. Indians carried drinking water in earthen pitchers, plastic or /=@
bottles. 7ut increasing cases of typhoid and other waterborne diseases began to be
reported. In addition to this, liberali!ation happened and the mineral water industry
began to be stirred and shaken. "he market started growing an astounding rate of over
6334 per annum. "he fact that there were very few players in the market meant that their
business grew by leaps and bounds.
"he market today has grown to Rs66bn. "he organi!ed sector -- branded mineral water --
has only RsLbn of market share. "he rest is accounted for by the unorgani!ed sector,
which is dominated by small regional players.
"he market is still growing ? at a rate greater than :34 per annum.
In the branded segment, /arle*s 7isleri is the market leader with a share of more than
JL4. /arle Agro*s7ailley comes a close second with market share of 6L4. Ether maor
players in the market are Ses of Totharis, Kanga of "-eries, %imalayan, %ello, NestlU*s
/ure
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India*s largest packaged water company 7isleri International /vt.
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"he deal is e;pected to go through by $ecember this year, said Chauhan. "he company
also plans to tweak its packaging and look to give it an international appeal and compete
with biggies such as Nestle and Kroupe$anone.
"he moves, said Chauhan, are aimed at trebling 7isleri*s sales from around Rs533 crore
now, to Rs6,333crore by 9332. "o push its sales, the company is also planning to double
its distribution network from :33 distributors this year to around 6,L33 in the ne;t si;
months. Also, the company plans to double its capacity of one million bottles a day
through adding more contract packers and upgrading its bottling capacity.
0eanwhile, the company continues to rule the conventional bottled water segment. It
said that for Ectober, it registered sale of 9.MM million cases across the country against
6.P2 million cases sold in the same month last year.
Chauhan also dismissed speculation that he may sell out his water business.
%e said 7isleri was doing well and he had no plans to sell it out.
Be might have sold our carbonated brands, including "hums-=p,
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CO)PN$ PROFIL!
CO)PN$ PROFIL!
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0ineral ater under the name '7isleri' was first introduced in 0umbai in glass bottles in
two varieties - bubbly # still in 62ML by 7isleri
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multinational to bottle and distribute 7isleri soda for a time frame of five years. "he
charge of 7isleri water, however, remained with /arle. "he upsurge in the sales of 7isleri
started from this point as /arle sold off its stable of brands to Coca-Cola. "his was the
time when it started concentrating on making 7isleri a success in the domestic mineral
water market. "he reason why /arle chose to retain the 7isleri name was that /arle saw a
fairly lucrative business of mineral water in 7isleri's euity.
ince 622L 0r. Ramesh O. Chauhan has started e;panding 7isleri operations
substantially and the turnover has multiplied more than 93 times over a period of 63
years and the average growth rate has been around J34 over this period. /resently we
have : plants # 66 franchisees all over India. e have our presence covering the entire
span of India. In our future ventures we look to put up four more plants in 3M-3P. e
command a M34 market share of the organi!ed market. Everwhelming popularity of
'7isleri' # the fact that we pioneered bottled water in India, has made us synonymous to
0ineral water # a household name. hen you think of bottled water, you think 7isleri.
7isleri value customers # therefore have developed : uniue pack si!es to suit the need
of every individual. e are present in 9L3ml cups, 9L3ml bottles, L33ml, 6
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Rigorous R#$ # stringent uality controls has made us a market leader in the bottled
water segment. trict hygiene conditions are maintained in all plants.
In endeavour to maintain strict uality controls each unit purchases performs # caps
only from approved vendors. e produce our own bottles in-house. e have recently
procured the latest world class state of the art machineries that puts us at par with
International standards. "his has not only helped us improve packaging uality but has
also reduced raw material wastage # doubled production capacity. Sou can be rest
assured that you are drinking safe # pure water when you consume 7isleri. 7isleri is free
of impurities # 6334 safe. 1noy the weet taste of /urity.
%istory o, &ISL!RI
"he origin of 7I
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pure water. 1;cerpts from a conversation with /rerna Raturi&
hen we bought 7isleri mineral water from the Italian company, @elice 7isleri, in 62M2
-- the company had been unable to market bottled water and wanted to e;it the market --
we too did not see any potential for the product at that time.
As a soft drinks company, we had "hums =p, Kold pot and
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not in bottling soft drinks. "hat's when I started to concentrate on developing the 7isleri
water brand.
"here was a clear opportunity of building a market for bottled water. "he uality of water
available in the country was bad. It was similar to what 1urope faced before orld ar
II. "he uality of water in 1urope was e;tremely poor, which created the bottled water
industry there. In India, too, not only was water scarce, whatever was available was of
bad uality.
Initially, though bottled water was something only foreigners and non-resident Indians
consumed, we still had to increase the distribution, which meant the dealer margins
reduced. And because of limited sales, the dealer margin had to be kept high to
compensate low sales. Now we had to push sales.
7ut to reach out to the masses, we had to make the category more affordable. "he
introduction of a comfortable-to-carry L33-ml bottle for ust Rs L in 622L not only
answered that need, but also meant doing away with carrying the e;cess water or
throwing it away if you were to buy a one-litre bottle.
"he idea was a success and gave the company a growth of J33 per cent. e also
introduced the 6.9 litre bottle in 9333, which was aimed at those who share their water.
"his also gave us the advantage of higher margins that a crate +69 bottles generated.
ith other brands oining the fray, things were hotting up -- the bottled-water market was
estimated at Rs 533 crore +Rs 5 billion and was growing at L3 per cent a year. 7isleri
had captured J3 per cent of the market.
It was time to move to the ne;t level -- the bulk segment. everal commercial
establishments had no access to piped water. e tapped into this segment by introducing
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the 69-litre container, followed by the 93-litre can. "he bulk segment also helped bring
down the price per litre from Rs 63-69 a litre to about Rs 5 a litre.
At present, the bulk segment constitutes M3 to P3 per cent of our sales and we intend to
increase it to :3 per cent in the ne;t two years. ith water scarcity in several cities, even
households are demanding bottled water now.
"he home pack was made more user-friendly by introducing pouring spouts and ars with
dispensers. At the same time, we were constantly looking for new ways to tap the
market. e noticed that during wedding receptions, the older guests +above L3 years of
age generally stayed away from ice cream, soft drinks and so on.
%ence, introduced free sampling of 7isleri at the tables where the elderly guests would
sit. oon customers were ordering bottled water on special occasions. Currently, the
consumption of bottled water is far in e;cess of soft drinks on such occasions.
"he other maor challenge was distribution. I still have the mindset of a soft drink seller.
oft drink sales are in glass bottles and the distribution model is built around picking up
empty bottles and getting them back to the factory.
"hat's not the case with the retail bottled water packs +below 9 litre. 7ut a product that's
not available where it's needed, is useless.
"he number of outlets where 7isleri is available has increased from L3,333 in 622L to
9,33,333 at present. 7ut that is not enough -- we need to keep looking for different
avenues. "ake stationery shops and chemists, for instance. "hey don't keep soft drinks
but sell 7isleri. "hat is the kind of e;clusivity we look for to get ahead of the distribution
network that soft drink companies talk of.
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The 'o.rney o, &isleri
/010& 7uys 7isleri bottled water from an Italian company, @elice7isleri. It was bottled in
glass bottles then.
!arly2/034s& hifts to />C bottles. ales surge
)id2/034s& witches to /1" bottles, which meant more transparency and life for water.
/005& ells carbonated drink brands like "hums =p, Kold pot and
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to design the campaign keeping the youth in mind. "he opinion leaders would further
trickle down the message to the less active members of the society.
"his is e;actly what 7isleri is doing. 7isleri has started an advertisement campaign
stressing the point of purity and flaunting the patent right the company has over the
breakaway seal. "he company has tried to put the message across louder, by using the ad
campaign that catches the eye of everyone, specially the youth.
CONT!NT OF T%! C)PI9N8
7isleri that was looking for a differentiator decided to make the breakaway seal the
symbol of purity. "he tamper-proof seal was developed, around which the
communication was woven. "he campaign stresses the safety provided by the breakaway
seal by illustrating the ease with which conventionally sealed bottles can be refilled and
recycled.
"he obective with the campaign would have been to highlight the tamper-proof seal and
create doubt in the consumer*s mind of the purity of the other brands. "hat is, 7isleri is
the only one that guarantees purity and keeps you safe.
To concl.de8
@ind that new advertisement campaign of 7isleri is eye catching. "his is what the
company should do. And also the company should make the message clearer to the
customers that it has the patent right over the breakaway seal. In the survey we found
that the consumers are aware of the breakaway seal but are not aware that the company
has the patent right.
Apart from a high dose of investments on e;panding bottling capacities and an ad budget
that*s risen si;-fold over last year, if 7isleri wants to penetrate every possible segment of
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In 9333, some giant brands like /epsi and coca-cola entered the mineral water industry
with a big bang. 7isleri now had a big threat of maintaining its market cap. hile Coca-
cola introducing its brand )Tinley* as a health care product, /epsi proected )Auafina* as
something as pure as )Sour own body*. /epsi targeted the young generation and
introduced Auafina as a fancy product to carry.
"he ad campaign of Auafina emphasi!ed as )P34 of your body is water* and thus give
your body the purest water. "he ad showed young vibrant models and created the
atmosphere of youthfulness. ater, /epsi claimed, was no longer a simple beverage, but
was something highly fashionable. "hey complimented it by giving their bottles an
attractive look. "his soon caught the eye of the consumer. All these factors made /epsi
the biggest upcoming competitor of 7isleri +whereas Tinley lagged behind the race,
showing a doctor advising a family to take Tinley for pure water ? not a very attractive
ad campaign.
7isleri, to counter-attack the new )@eel-Soung* fever had to even bolder steps. "hey first
changed their base line from )/ure and afe* to )/lay afe*. "hey tried a brand new ad
campaign to catch the fancy of consumer. "he new ad showed a young romantic couple
on a marooned island, when the girl seductively attracts the guy and he follows her in
trance. "he moment he gets hold of her, she whispers something in his ears. "he ne;t few
shots show the guy looking for something in fren!yXcan not find itX.rushes towards
the chemist*s shopX.buys )something* +keeping the audience in suspenseXor rather
implicitly pointing for )XX*. "he girl opens it andX./[email protected] out a bottle of
7isleri and uenches her thirst. Caption& B/lay afe. "his campaign was to catch the
attention of youth and a new Indian society which is supposed to be )not-so-prudish*.
"hus 7isleri has taken a very bold step. "he ".>. ads have been complimented by print
ads also. "he company has to focus on the marketing management of the product. In
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light of the challenge in front of the company and its current strengths and position, we
have incorporated the marketing mi; to counter the marketing strategies of the
competitors by developing its own marketing.
:UFIN D#!RTIS!)!NTS ND &ISL!RI
A drop-dead gorgeous body fle;es its muscles on the screen. "his starkly arresting black
and white image is then splashed with water. A voice-over informs you that P3 per cent
of your body is water. hy not give it the purestX. Auafina 7ottled water from /epsi.
"his kind of advertisement campaign used by the competitors is giving the company a
tough time. "he competitor, /epsi, is utili!ing the brand image built by it and is again
targeting the BKeneration Y maintaining the company image. It*s an unusual ad for this
category. "ill now, most marketers have focused on educating the consumer on how
bottled water is a safer option, with the lead of course, taken by the popular national
brand 7isleri.
7ut /epsi chose to unk this approach and it could well afford to. 7isleri, after all, had
already done most of the hard work needed to build the bottled water category. hat
/epsi needed was to establish its brand in this crowded, fragmented market. Eur task was
made easier because was made easier because 7isleri had concentrated on educating the
consumer, instead of building its own brand values,W says RohitEhri, vice president and
client services director, %industan "hompson Associates
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how we need to continuously replenish it.
hile the thinking was clear that the imagery had to be built in and around purity, %"A
did toy with a couple of other ideas and situations. Initially, the idea was to focus more
strongly on the fun aspect and create a story line complete with a smart idea and a twist
at the end. W7ut we gave it up because we felt that the story might take the mind away
from the purity aspect that was a must to highlight,W says Ehri.
o %"A adopted a minimalist approach and created a film with little clutter and no props,
which tried to capture the emotion of Wfeeling good about yourself'. hile the film and
the imagery are completely the work of %" A, the strategic thinking comes from the
0other Company in the =.
Auafina, in fact, is the largest-selling bottled water brand in the = with a 69 per cent
market share, and India is the first country outside of the = where Auafina is being
bottled. 1ven in the =, the ad talks of the percentage of water in our bodies, but the
handling is a little more serious. @or e;ample, the film will show an emotional moment
where someone starts crying, and then you will hear the voice-over, :L /er cent of ;our
eye are waJep. W"here is no internal law that forces us to follow the international
positioning. 7ut seeing the uality of thinking that has gone into this, we decided to stay
with this positioning, though the statements here are uite different,W e;plains Rishi.
Auafina, like all offe@ings that come from the /epsi stable, also imbibes the core values
of the mother brand. It addresses the /epsi-user base, largely the youth, and like /epsi ,it
is also being positioned as a hip brand. 7ut Auafina is a lot that /epsi is not. It is a little
bit older, mature and affluent, and not as mass based as /epsi.
/epsi's role in the communication is that it is the source of credibility for the product
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and, of course, establishes the youthfulness of the brand. 7ut Auafina is a brand in its
own right and with each piece of communication, its personality will emerge,W feels
Ehri. 7ut while Auafina is being given a distinct identity, it is also being targeted at the
/epsi consumer and is addressing their need for safe and reliable drinking water. ill
this not cannibali!e /epsi salesV Water does eat into the cola market,W agrees Rishi, Wbut
we can't build a business for /epsi based on people's lack of access to safe drinking
water.
%ow can any business be built on deprivationVW 7oth will have to co-e;ist and carve a
market out for themselves, AndZ while /epsi targets the 6:-9L year olds, Auafina also
includes the 53-somethings together with the college crowd.
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ubrotoChattopadhyay, e;ecutive vice president, marketing, /epsi, says, We have a
building blocks approach, first we have to build the brand, and then the volumes.
7isleri is tackling the situation by building the brand on the purity plank. Akin to brand
building in soft drinks, an aggressive print-and-"> campaign is being backed by
hoarding, point-of-sale material, and every interface with the consumer is being used as
an opportunity to reinforce the message. @or instance, all the vehicles used for supply
have been painted in bright blue, bear the 7isleri logo and sport catchy baselines like.
W/lay afeW.
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PRODUCT PROFIL!
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PRODUCT PROFIL!
&isleri -ith added )inerals8
7isleri 0ineral ater contains minerals such as magnesium sulphate and potassium
bicarbonate which are essential minerals for healthy living. "hey not only maintain the
p% balance of the body but also help in keeping you fit and energetic at all times.
&isleri )o.ntain Water8
7isleri Natural 0ountain emanates from a natural spring, located in =ttaranchal and
%imachal nestled in the vast hivalik 0ountain ranges.
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=/assion =
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Indian society. 6 liter bottles account for 534 of the share .
"he 9 liters bottle introduced to slowly and steadily replace the conventional 6 liter
bottle. "he L liters packs, launched in $ec 6222 in Koa, now available everywhere.
DISTRI&UTION
It*s obvious that availability holds the key to the market .@or any product to be successful
the distribution system has to be really good.
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)R*!TIN9 )I>&
"he set of controllable tactical tools- product, price, promotion, and place +J /s, that the
firm blends to produce the response it wants, in the target markets.
The ?Ps
PRODUCT&
"he main product of the company is the mineral water by the name of 7isleri 0ineral
water. Ether than mineral water the company has also the soda water under its brand
name called theFizzyoda ater. "he concept of bottled mineral water was introduced in
India, first by 7isleri, and that is the reason, it has become a generic name for the mineral
water. 7isleri has become a perfect synonym of the mineral water for the Indian
consumers.
"he main challenge facing the company or any other player in this mineral water
industry is that there is no scope of invention and innovation in the product, which can be
added as the additional benefits of the product. It is ust water after all. "his is what the
Indian customers think of the bottled water. If we are talking about a product like
television we can think that the innovations could provide e;tra benefits derived from the
product. @or e;ample other than its core usage the product can provide for Internet
facilities using conversion
PLC!&
/lace stands for the company activities that make the product available to the target
customers. "o make the product available to the target consumers a good distribution
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network has to be there to support the good uality of the product. %ere in the case of the
mineral water industry the distribution network is the important factor in being
competitive and the catch lies in making water available to ma;imum number of places
in the country.
PRIC!S FOR FOLLOWIN9 PC*9IN9 #RINTS
+An 1conomic @actor Affecting "he 7uyer*s 7ehavior
/rice is the sum of values that consumer e;change for the benefits of having or using the
product or service. /rice is the only element in the marketing mi; that produces revenue.
All other elements represent costs.
In India, where the maority of the population comprise of the middle-income group and
lower income groups it is not hard to understand that pricing is one of the most important
factor in the buying decisions.
7isleri has met the e;pectations of the consumers in terms of pricing the product and also
making the product available in variations of litres, making 7isleri both convenient and
affordable. "he company is following a very aggressive pricing. Its product is available
at a very reasonable price.
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communicate with their customers, and what they communicate should not be left to
chance.
A Company*s total marketing communications program- called its /romotion 0i;
consists of specific blend of advertising, personal selling, sales promotion, and public
relations tools that the company uses to pursue its advertising and marketing obectives.
CO)P!TITION IN )R*!T
CO)P!TITION8
"he mineral water market is set to e;plode and hit the Rs.9,333-crore mark in the ne;t
couple of years. "his is drawing the big guns attention. @irst 7ritannia launched 1vian.
And recently, soft drinks giant /epsi entered the fray with Auafina. Now, Nestle too is
reportedly planning a foray. 0eanwhile, /arle Agro*s 7ailey has been growing steadily.
mall local players too are breathing down 7isleri*s neck riding on better trade margins
and intensive distribution +in their respective areas of operation.
"he competition facing 7isleri can be categori!ed into a few brand names like
/arle 7ailey
/epsi Auafina
Coca Cola Tinley
ith /arle*s 7ailey being the main competitor and second in market share in the
organi!ed market, 7isleri faces tremendous competition from the unorgani!ed sector.
:UFIN&
"he advantage for Auafina is that though there are over 533 labels of bottled water in
the Indian market, few can be called brands. It is necessary to remember that every
product with a name is not a brandD even 7isleri has become generic to this category.
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It does not have any emotional values attached to it. o there was no difficulty for /epsi
in creating space in such a market, which is completely different from the soft drinks
market, where it will be very difficult for any new player to find a slot. o the creative
team at %"A virtually had an empty canvas to work on. And it came up with a campaign
that did have people talking. @irst, a series of teasers, followed by a film that showed
healthy bodies and youthful people and, of course, lots of water.
Although Auafina is only available in a PL3 ml pet bottle, the pricing, at Rs.63, is
competitive. And it is safe. In addition to the tamper proof seal, there is a reliable method
of checking whether the bottle has been refilled. "he date of manufacturing has been
written on the cap as well as on the bottle. "hus a person who is refilling it would have to
find a matching cap and bottle, the probability of which is very low.
COC COL2 *INL!$
Coca-Cola oined the race by announcing the imminent launch of its own brand of water
and, in the process, putting to rest rumors of its so-called takeover of 7isleri. Tinley is
targeting institutions.
Parle gro;s2 &ailley&
7ailley the brand that is owned by Ramesh Chauhan*s brother /rakashChauhan is very
popular in the southern part of India. outhern part of India accounts for 934 of the sale
of the whole water market industry. Another thing that makes the competition difficult
for the company is the price at which it*s competitor is offering the product.
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which the company would have to take care of to face the BIt*s a compliment being
generic to the category, but its not very good when consumers think any mineral water
brand is 7isleri.7isleri, a product established in India by Ramesh Chauhan, Chairman of
/arle Aua 0inerals has become a generic brand. 7isleri was the first marketed bottled
water in a totally virgin market. "he brand has become synonymous with mineral waterD
consumers accept any brand offered by the retailer when they ask for 7isleri.
o far Ramesh Chauhan*s7isleri enoys the largest market share of LM4 in the Rs6633
crores mineral water markets and is growing at the rate of 6:34 per annum. Annual sales
of 7isleri have touched RsJ33 crores. In seventies, '7isleri' was the only mineral water,
which had national presence, and the sale was to the tune of appro;imately one hundred
thousand cases valued at about Rs.M3 lacs.
)NUFCTURIN982
A uick look at 7isleri's manufacturing reach indicates that it is represented across the
country ? North accounts for 5L4 of sales for the industry, est accounts for 534, outh
934 and the 1ast 6L4.
In order to be available in untapped areas 7isleri has setup 6M plants located all over the
country - three-fourths of which are company owned. "he balance is run by franchisees.
7isleri has L plants in the North, L in the est- two of which were setup in the last year
at Ahmedabad and urat, J in the outh and 9 in the 1ast. "he company has bottling
units located in Chennai, 7angalore, Koa,
Calcutta, 0umbai, $elhi, Oaipur, =ttar /radesh, /unab, Indore and Nepal. "he new
plants are being set up in states like Terala, Erissa, 7ihar and North 1astern tates,
which hitherto have been une;plored by the company.
It is also changing its production strategy and shifting to a 63-hr production schedule
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with sudden increase in demand planned to be met by additional production.
7isleri has planned to e;pand its operations by investing Rs.M3 crores in the upgradation
of facilities. "he 693-bottles per minute +7/0 capacity of the 6M units across the
country will be increased to 9J3 7/0.
Conscious of the environmental implications of its /1" bottles, the company is to set up
recycling plants at $elhi and Chennai, each with an outlay of Rs.L3m. "hese will process
L33 kg of /1" per hour. "he processed material will be an input for polyester yarn
manufacturers. In centers other than $elhi and Chennai, the company will set up
crushing units to crush the used /1" bottles.
"he company's e;pansion plans will see its water bottling capacity go up from the
present J33 million liters to L33 million liters. /arle 7isleri
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International Standards ,or &ottled Drin@ingA-ater
"he intergovernmental body for the development of internationally recogni!ed standards
for food is the Code; Alimentarius Commission +CAC. %E, one of the co-sponsors of
the CAC, has advocated the use of the Kuidelines for $rinking-water [uality as the basis
for derivation of standards for all bottled waters.
CS! Report on pesticide resid.es in bottled -ater
"he Centre for cience and 1nvironment, a non-governmental organi!ation based in
New $elhi, has set up the /ollution 0onitoring
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activated carbon filtration, deminerali!ation and reverse osmosis were found to contain
residues of pesticides. It might be due to the reason that the manufacturers may be by-
passing the raw water after partial treatment and remi;ing it with the fully treated stream
so as to cut down the cost of treatment. En the basis of the results different brands can be
rated in terms of total organ chlorine and organ phosphorus pesticides from least to most
contaminated as-
B.a,ina )acbl.e
&ailley*inley
Seag.ll Sheetal
&isleri &rilliant
&ally p.r
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)R*!TIN9 STRT!9$
)R*!TIN9 STRT!9$
It is complete and an unbeatable plan designed specifically for attaining the marketing
obective of a firm. "he marketing obective indicate what the firm want to achieve. "he
marketing strategy provides the design for achieving them the linkage between
marketing strategies and over all corporate success is indeed direct and vital. Reali!ing
the marketing obectives is the purpose of two generic categories
6. /rice based
9. $ifferentiation based
PRIC! &S!D )R*!TIN9 STRT!9$
A business that opts for the price route in its competitive battle will enoy certain
fle;ibilities in matter of its product and use prices as main competitive level. it will price
its product to suit the varying competitive demands . it will be enoying certain inherent
cost advantages , which permits it to resort a price based fight . the maor forms where
such cost advantage can occurs are economies of scale , absolute cost advantages ,.
7enefits of early entry a large market share build over a time. It provides freedom in the
matter of pricing but after producing a particular product and getting stuck in the face of
the competition, one cannot successfully opt for a price led strategy
T%! DIFF!R!NTITION &S!D STRT!9$
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0arketing strategy based on differentiation works on the principle that any aspect of the
offer and any activity of the firm can be made distinctive compared with the competiting
offers. Right from technology, plant location to post sale and service a company can
perceptibly differentiate and many buyer values. Companies usually choose those
functions , hich give them the greatest relative advantage
$ifferent firms adopts different strategy stances as their situational design differ-
7roadly strategy stances can be classified under three heads-
O,,ensi
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It does not fully bring out the import of the inseparable linkage between the two. hen
the selection of the target market is over an important part of the marketing strategy of
the firm is already determined, defined and e;pressed.
72ssembling the mar@eting mi2
Assembling the marketing mi; means assembling the four /*s of marketing in the right
combination.
"he firm has to find out how it can generate the best sales and profit. It plans different
marketing mi;es with varying levels of e;penditure on each element and tries to figure
out the effectiveness of each combination in terms of the possible sales and profit.
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R!S!RC% )!T%ODOLO9$
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R!S!RC% )!T%ODOLO9$
De,inition o, Research8
"he word research is derived from the
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problem has been defined, in what way and why the hypothesis has been formulated,
what data has been collected and what particular method has been adopted and a host of
similar other uestion are usually answered when we talk of research methodology
concerning a research problem or study.
Sampling82
"he data was to be collected only from the Consumers and Retailers. A uestionnaire
was prepared and interviewing with Retailers and Consumers.
A decision has to be taken concerning a sample unit before selecting the number of
samples. It may be geographical as well as individual.
Sie o, Sample82
"his refers the number of items +Eutlets to be selected from the finite universe to
constitute a sample si!e. "he survey was conducted of 6L3 outlets in Noida.
R!S!RC% D!SI9N
)!NIN9 OF R!S!RC% D!SI9N&
"he formidable problem that follows the task of defining the research problem is the
preparation of the design of the research proect, popularly known as the Bresearch
design. $ecisions regarding what, where, when, how much by what means concerning
an inuiry or a research study constitute a research design. BA research design is the
arrangement of conditions for collection and analysis of data in manner that aims to
combine relevance to the research purpose with economy in procedure. In fact, the
research design is the conceptual structure within which research is conductedD it
constitutes the blueprint for the collection, measurement and analysis of data. As such the
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design includes on outline of what the researcher will do from writing the hypothesis and
its operational implications to the final analysis of data. 0ore e;plicitly, the design
decisions happen to be in respect of&
[uestions Ans.
Concept "his study is all about B0arket Researchand Consumer 7ehavior Ef 7I
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analysis.
In dealing with any problem, once the sample has been selected the data must be
collected from the sample population. "here are several ways of collecting appropriate
data which differ considerably in conte;t of money cost, time and other resources. "hey
can be broadly classified in to two categories.
"wo sources to collect data are namely&
6. /rimary ource
9. econdary ource
PRI)R$ SOURC! OF COLL!CTIN9 DT
"he /rimary $ata that I collected were the first hand information which I received
through personal interviews with the consumers and through uestionnaires. "his data
gave the most vital information for making my analysis of the prevailing purchasing
behavior of the consumers.
:U!STIONNIR! T!C%NI:U!
"he method of collecting data mailing and personally distributing uestionnaire to the
respondents is the most e;tensively employed techniue in various economical surveys.
"his method is uit popular, particularly in case of big inuiries. A typical uestionnaire
consists of a number of uestions arranged and printed in definite order on a form or a
set of forms. "he uestionnaire is given to the respondents who are e;pected to read and
understand the uestions and write the response in the given space meant for the purpose
in the uestionnaire.
S!CONDR$ SOURC! OF DT COLL!CTION
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econdary $ata involved in my research were the information that I collected through
the various broachers and pamphlets of the company which were provided to me during
the analysis.
R!S!RC% D!SI9N8
"he research design which has been used in the proect report is descriptive in nature.
S)PL! D!SI9N8
"he sample design which has been use in this proect report is simple random
ampling.
S)PLIN9 UNIT 8
A decision has to be taken concerning a sample unit before selecting the number of
samples. It may be geographical as well as individual. %ere Noida region has been taken
as a geographical unit and retailers as an individual unit.
SIE! OF S)PL!8
"his refers the number of items +Eutlets to be selected from the finite universe to
constitute a sample si!e. "he survey was conducted of 6L3 outlets.
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SWOT NL$SIS
Strength8
/Tr.st ,or &rand
7isleri is 9ndmost trusted brand in beverage industry in India.
7isleri is Jthtrusted brand in 0umbai and Mthin $elhi in beverage industry.
0ore than 6 crore people trust the 7I
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L.Large Range o, prod.ct8
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7I
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the company is unable to meet the demand of the consumers. "his is affecting the
demand for the product. o /eople are forced to use other brands of mineral water.
Opport.nity8
/Fast gro-ing ,ield8
"he best beverage for India in the new millennium seems to be water. In recent years, the
bottled drinking water market has been witnessing high decibel level of activity, with a
host of new entrants. "he bottled water market which worth Rs. J333 crore is e;pected to
be Rs. :333 crore by 936L. "his will increase a lot of scope for bottled water market.
79ro-th in demand o, -ater8
Now a day people are more conscious about their health. "hey prefer the mineral water
than simple water. o the demand of mineral water is increasing day by day.
5&isleri can .tilie its distrib.tion channel8
ith 7I
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6 C%N9! OF I)9!82
"he company has changed the colour of the product. It has changed from blue to green.
7y changing the colour, the company has provided a new product to the consumersD they
will be getting a new and a refreshing product.
Threat8
/)ar@et is eyed by big players8
"he demand of water is increasing day by day. It means mineral water market is
e;panding day by day. Coke, /epsi, 7ritannia, Nestle ? are trying to raise the market
stake. o 7I
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the water purifier manufacturer. ith a strong marketing network ater /urifiers
manufacturer like ? Tent, Aua guard etc. has decreased the sell of bottled water and ar
supply to homely customers.
GILL!9L )NUFCTUR!RS82
Company is facing a tough competition from illegal manufacturers in the rural areas. "he
illegal manufacturers provide water at a very cheaper rate then the branded
manufacturers. "here are 6333*s of illegal manufacturers which are providing the water
at a very cheaper rate. "his is a serious problem for branded manufacturers. "his
companies also use the fake name of branded bottled water i.e. 7I
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FINDIN9S H NL$SIS
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FINDIN9S H NL$SIS
"he following findings are obtained and are based on primary data&-
6. "he brand customer prefer moreV
Fig /
Interpretation8
J34 respondent prefer 7isleri, :4 prefer Auafina # Tingfisher both, 694 prefer
Tinley and 594 prefer others company of water.
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9. hich brand of bottle water do you sale moreV
Fig 7
Interpretation8
L24 respondent bottle water do you sale 7isleri, :4 bottle water do you sale Auafina
# 664 bottle water do you sale Tingfisher both, 654 bottle water do you sale Tinley
and 24 bottle water do you sale others company of water.
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5. hy do you prefer to sell this particular 7randV
Ans& 0ost of the retailers has said that 7isleri is a brand name for mineral water. It is
easy to sell the 7isleri than any other.
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J. En what basis customer prefer to purchaseV
Ans&
Fig 5
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Interpretation8
5L4 respondent basis customer prefer uality to purchase, 694 basis customer prefer
availability to purchase, JL4 basis customer prefer price to purchase and :4 basis
customer prefer to 7rand purchase.
L. $o you get any customer complaints for 7isleriV
Ans.
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Fig ?
Interpretation8
5L4 customer complaints for 7isleri and ML4 customer no complaints for 7isleri.
M. Are your suggestions considered by 7isleriV
Ans&
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Fig 6
Interpretation8
5L4 suggestions considered by 7isleri and ML4 are not suggestions considered by
7isleri.
M. En what basis you motivate a customer to purchase a particular 7randV
Ans&
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Fig 1
Interpretation8
L34 say brand motivate a customer to purchase a particular 7rand, 5L4 say uality
motivate a customer to purchase a particular 7rand, 634 say availability motivate a
customer to purchase a particular 7rand and L4 say price motivate a customer to
purchase a particular 7rand.
:. hen a customer talk of mineral water which brand comes into his mindV
Ans&
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Fig G
Interpretation8
P54 customer talk of mineral water of 7isleri comes into his mind, 24 customer talk of
mineral water of Auafina # Tinley both comes into his mind,J4 customer talk of
mineral water of Tingfisher comes into his mind and L4 customer talk of mineral water
of other company comes into his mind.
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CONCLUSION
CONCLUSION
7isleri has developed : uniue pack si!es to suit the need of every individual. It is also
present in 9L3ml cups, 9L3ml bottles, L33ml, 6
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packs # L
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SU99!STIONS
SU99!STIONS
0ore focus on new customer as well as retaining old customer.
1ffective co- ordination and communication within the departments.
Competitive price.
"ry to make the 7I
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7isleri should launch a new product to raise its market share like- flavored water.
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LI)ITTIONS
LI)ITTIONS
( A small segment of the market has been covered for the research purpose, so the
conclusion cannot be generali!ed.
( "he data collected cannot be free from errors, since some of the respondents failed to
give correct information.
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( tudy accuracy totally based upon the respondents response.
( tipulated short span of time for doing research.
NN!>UR!
:U!STIONNIR!
6. hich brand of water bottle you saleV
a. Tingfisher.
b. Tinley.
c. Auafina.
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d. 7isleri.
e. Ethers.
9. "he brand customer prefer more&
a. Tingfisher.
b. Tinley.
c. Auafina.
d. 7isleri.
e. Ethers.
5. hy do you prefer to sell this particular brandV
a. Availability.
b. Cust. $emand.
c. [uality.
d. /rofit 0argin.
J. En what basis customer prefer to purchase mineral waterV
a. 7rand.
b. [uality.
c. /rice.
d. Availabilty.
L. $o you get any customer complaints for 7isleriV
a. yes
b. no.
M. Are your suggestions considered by the companyV
a. Ses
b. No.
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P. En what basis you motivate a customer to purchase a particular brandV
a. [uality.
b. /rice.
c. 7rand
d. Availabitliy.
:. hen a customer talk of mineral water, which brand comes into his mindV
a. Tingfisher.
b. Tinley.
c. Auafina.
d. 7isleri.
e. Ether.