mukesh yadav kingfisher project in jaipur

8/8/2019 mukesh yadav kingfisher project in jaipur

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TABELS OF CONTENTS: -

S.NO. CONTENT PAGE NO.

Chapter 1 Introduction About the Project 10

1.1 Overview Of Industry As A Whole 11

1.2 Profile Of The Organization 12

1.3 Mission Of The Organization 17

1.4 Iceberg Foods Limited 19

1.5 Royal Crown Cola 22

1.6 Competition Information 25

1.7 Manufacturing Process 30

Chapter 2 Planning Marketing Programs: 31

2.1 Marketing Strategy 32

2.2 Formulating The Marketing Strategy- 34

2.3 Marketing Mix 35


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2.4 Existing Distribution System 37

Chapter 3 Market Overview 39

3.1 Introduction To Jaipur: The Pink City 40

3.2 Guide Map:Jaipur 42

3.3 Markets Covered 43

Chapter 4 Research Methodology 53

4.1 Objective 54

4.2 Scope Of The Study 55

4.3 Tools Of StudyTools Of Study 55

4.4 Sources Of Data Collection 56

4.5 Sampling Design 57

4.6 Research Procedure 58

Chapter 5 Analysis And Interpretation 59

5.1 Analysis Primary Data 60

5.2 People said about kingfisher 70

Chapter 6 Swot Analysis 71

Chapter 7 Questionnaire 74

Chapter 8 Rate List 78

Chapter 9 Findings 82

9.1 Problem Of The Organization 84


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Chapter 10 Limitations And Challenges While Undergoing The Research 85

Chapter 11 Conclusion & Suggestion 87

Chapter 12 Bibliography 89

DECLARATION

I declare that the project entitled Designing & Implementing the market strategy plan for

retail sales of Kingfisher brand packaged drinking water& soda& RC cola soft drink in

Jaipurmarket. ofIce berg food Ltd. In Jaipur is a record of independent research work carried

out by me during the academic year 2009-2011 under the able guidance of my faculty guide Pro.

Dr. Rajan Dhemdere of Asian School of Management and my Project guide Mr. Mayur

Tiwari from kingfisher at Jaipur.

I also declare that the project is the result of my effort and has not been submitted to any other

University or Institution for the award of any degree, or personal favor whatsoever. All the detailsand analysis provided in the report hold true to the best of my knowledge.


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PLACE: PUNE MUKESH

YADAV DATE:

ASOM, PUNE

CERTIFICATE

This is to certify that the Project Report titled Designing & Implementing

the market strategy plan for retail sales of Kingfisher brand packaged drinking water&

soda& RC cola soft drink in Jaipur market. in ICE Berg food Ltd. is the bonafidework carried out by Mr. Mukesh Yadav student of PGDM of Asian School Of

Management.


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

satisfactory and complete in all respect.

Director: Guide:

Mrs.K.Madhvi Prof. Dr. Rajan Dhemdere

PREFACE

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 brand commands 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 qualities as the perfect accompaniment to a chicken Vindaloo.

As my area of interest is marketing,


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The project was provided to me titled

Designing & Implementing the market strategy plan for retail sales of Kingfisher brand

packaged drinking water& soda& RC cola soft drink in Jaipur market.

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

I did my winter internship at Kingfisher Icebergs Foods Ltd., Jaipur, under the guidance of

Mr. Mayur Tiwari (Regional Sales Manager) and Mr. Surendra Choudhary (Area Sales

Manager).

I am pleased to work in this esteemed organization.

I have tried my best to make this report a reader friendly & also did my level best to fulfill the

objectives of the winter training.

ACKNOWLEDGEMENT

Some Say Managers are born and some say managers are made. I was also in some dilemma

before commencing my winter internship. But after the successful completion of my winter

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.


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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 the success and

completion of this project.

First of all, I would like to thankful Mrs. K.Madhavi (Director, ASOM, PUNE) who has given

me opportunity to this project work. I am also thankful to Prof.Dr. Rajan Dhamdere, who

helped me a lot to complete this project work.

I would like to thank also to Mayur Tiwari (RSM JAIPUR) Jaipur, from the bottom of my

heart, without his help it would have been a dream only to carry out the project work. He is the

only person who takes all decisions by considering everyones view. He is the person who takes

care of the sales of Kingfisher of Rajasthan state and always motivates people to increase sales.

He also makes new strategies time and again to give Kingfisher some edge over competitors.

One can say he is the one-man army of Kingfisher, Jaipur branch.

My profound sense of obligation goes to Mr. Surendra Singh (ASM Jaipur) who takes care of

the supply of 20 liters jar of packaged drinking water. He also gives proper guidance to all

management trainees and staff.

All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me a lot during the

course of my project. They were of great help to me in every aspect and 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 hand that I

always found extended to me whenever I needed.

With Sincere Thanks

Mukesh Yadav

INTRODUCTION ABOUT THE PROJECT


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Designing & Implementing the market strategy plan for retail

sales of Kingfisher brand packaged drinking water& soda& RCcola soft drink 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

Two Months: - 15th Dec, 2009 to 14th Feb, 2010


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CHAPTER I

EXECUTIVE SUMMARY


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India is the largest democracy in the world with a stable political system. India is the

second fastest growing economy in the world with the GDP growth rate peaking to 9.2%

in the year 2006-07. This USD 1 trillion economy with a wealthy middle class population

of 300 million gives a healthy market.

My project was to support sales promotion for ICEBERG FOODS LIMITED. It was

carried out in JAIPUR. The place is heavily industrialised. So, most of the people were

aware of our product. Main work of the project was to cover all the retailers and

approaching them personally. It was done because of unawareness of the products

characteristics.

Going to retailers and asking them to keep our product in front. So that people

can try that. Different markets were covered and firstly, survey was done that where our

product is in more demand. It was seen that demand was more in those places where youth

was held. Jaipur is having many management colleges. It was easy to pass the information

very fast. As seen during the project that demand of RC COLA was increasing as earlier

they were not having knowledge of it before.

The perception was that it is a soft drink. My work was to emphasise on thosework which can spread information very fast.

So it was only retailer who works as bottle neck in whole distribution channel. My work

was to handle them and convincing them going personally. According to survey I gave

time to those places where penetration was more.


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1.1 OVERVIEW OF AN INDUSTRY AS A WHOLE

INTRODUCTION

Soft drinkmarket size for 2008-09 was around US$270 million. The market witnessed 5-

6% growth in the early90s. Presently the market growth has growth rate of 7- 8% per

annum compared to 22% growth rate in the previous year. The market size for 2009-10 is

expected to be 7000 mn bottles.

SOFT DRINK PRODUCTION AREA

The market preference is highly regional based. While cola drinks have main markets in

metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are

popular in southern states. Sodas too are sold largely in southern states besides sale

through bars. Western markets have preference towards mango flavored drinks.

GROWTH AREA PROMOTIONAL AREA

The government has adopted liberalized policies for the soft drink trade to give the

industry a boast and promote the Indian brands internationally. Although the manufacture

of international brands like Pepsi and Coke is enhanced in India the local brands are being

stabilized by advertisements, good quality and low cost.

The soft drinks market till early 1990s was in hands of domestic players like Campa,


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Thumps Up, and Limca but with opening up of economy and coming of MNC players

Pepsi and Coke the market has come totally under their control.

1.2 PROFILE OF THE ORGANIZATION

UNITED BREWERIES GROUP (UB GROUP)

United Breweries Group

Based in Bangalore, is the world's 2nd largest brewer and the 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.


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

Breweries now has a near-monopoly over the Indian brewing market, thanks to its recent

takeover of the rival Shaw-Wallace company. The group owns the Mendocino Brewing

Company in the United States.

HISTORY

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its

initial lessons in manufacturing beer from South Indian based British breweries. At the age of

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

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

United Breweries made its initial impact by manufacturing bulk beer for the British troops,

which was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and

profitable brand, made a modest entry in the sixties. During the 1950's and 60's, the company

expanded greatly by acquiring other breweries. First was the addition of McDowell as one of the

Group subsidiaries, a move which helped United Breweries to extend its portfolio to wines and

spirits business. Strategically, the Group moved into agro-based industries and medicines when

Mallya acquired Kissan Products and formed a long-term relationship with Hoechst AG of

Germany to create the Indian pharmaceutical company now known as Aventis Pharma , the

Indian subsidiary of the global Pharma major Sanofi-Aventis.


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THE LOGO


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The Pegasus, which is the symbol of the United Breweries, first found its place as the Group

logo in 1940. Then, the Helladic horse associated with beer and nectar in Greek mythology-

carried a beer cask between the wings, ostensibly because beer formed the core operations of the

Group. Later, the beer cask was removed to represent the Groups multifaceted operations. Now,

it is just the Pegasus.

PRESENT SCENERIO

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal 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 own seven millionaire brands and at least five

brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in the

world in their respective categories. The market share of the Spirits Division in India is currently

60% and exports to the Middle East, Africa and Asian countries are growing rapidly.

The UB Groups Brewing Entity - called United Breweries Limited (UBL) - has also assumed

undisputed market leadership with a national market share in excess of 50%. Through a process

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

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

countries worldwide having received many accolades for its quality.


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

purchased the Scottish distiller Whyte and Mackay in May 2007 for 595 million (Rs. 4,800

crore). This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fetter

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

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

and Fertilizers Limited (MCF) has factory at Panambur in Dakshina 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 brand commands 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 qualities as the perfect accompaniment to a chicken Vindaloo.

However, all that could change in the future as Kingfishers owners, United Breweries, have

delivered their premium brand to the web in an effort to increase global awareness of their

coveted flagship product.

The Kingfisher homepage is everything you would expect from the Indian-based brand. It is

colorful and noisy (although the score sounds more Caribbean than Indian) and theres plenty ofanimation to enhance the viewing experience. Areas of the site that are well worth a visit include

the Fun n Beersection, where you can send E-cards to your friends or have a chuckle at the

Beer Jokes; the Food section, which is a must for lovers of Indian cuisine; and the World


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section, which contains information about the history of United Breweries and the Kingfisher

brand itself. Unfortunately, the facility to order Kingfisher beer and apparel online only exists

for residents of Bangalore at present, so from an E-tail perspective, the site is limited to a

fraction of its own indigenous market.

This feeling of constraint is also extended to other site areas and there are several sections within

Kingfisher.com that are weak in terms of content and will need substantial embellishment if

United Breweries are to make full use of the web as a marketing tool. 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 evangelizing what associates the emotional

aspects of the Kingfisher brand with its chosen recreational partners.

1.3 MISSION & QUALITY STATEMENT

MISSION

1. The company is a large, global group based in India. Company associates with

world leaders in order to adopt technologies and processes that will enable a

leadership position in a large spectrum of activities.

2. The company is focused on assuming leadership in all our target markets.

3. The company seeks to be the most preferred employer wherever we operate.

4. The company recognize that our organization is built around people who are our

most valuable asset.


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5. The company will always be the partner of choice for customers, suppliers and

other creators of innovative concepts.

6. The company will continually increase the long-term value of our Group for the

benefit of our shareholders.

7. The company will operate as a decentralized organization and allow each

business to develop within our stated values.

8. The company will be a major contributor to our National Economy and take full

advantage of our strong resource base.

9. The company commit ourselves to the ongoing mission of achieving Scientific

Excellence.

QU ALITY STATEMENT

1. Quality leadership is vital to the long-term success of the UB Group in an increasingly

competitive marketplace.

2. Building quality into our workplace, products and service is essential to a successful

future for our customers, employees, suppliers communities and shareholders.

3. The UB Group will work to provide products and services that always meet or exceed

expectations.


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4. Management will commit resources and create an environment in which each employee

can contribute skills, talents and ideas to a never-ending process of improvement and

innovation in all aspects of our business.

Dr. Vijay Mallya

Chairman

1.4 ICEBERG FOODS LIMITED


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Company Name:- Iceberg Foods Pvt. Ltd.,

Country/Territory:- India

Address:-

1006, Raheja Centre, Nariman Point,, Mumbai,

Maharashtra, India

Products/Services company Offer:- Company offer international quality(Pepsi approved)

pet performs in 28 mm pco neck in 24,27.7,42& 48

GM processed on husky injection molding system.

Can manufacture 300,000 performs/day

Business Type:- Manufacturer

Industry Focus:- Packaging Product Stocks , Packaging Related

Machinery , Packaging, Printing Projects ,

Geographic Markets:- Worldwide

No. of Employees:- 50 People

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

Year Established:- 1998

Legal Representative/CEO:- Bharat Shah

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

company having all India rights for manufacturing & marketing packaged Drinking water with a


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brand name Kingfisher trademark owned by famous UBgroup & RC Cola trademark

owned by Royal Crown Cola which third largest selling soft drink brand in the world with a

presence in almost all the countries of the world.

Company clients are spread all over the country. Company is one of those few brands that have

got ISI certification in Rajasthan and it is committed to supply pure and hygienic water.

Kingfisher packaged drinking water is manufactured under perfect hygienic conditions as per

ISI Standards and company has been consistent in supplying Quality product to all our

customers.

Company has one of the best distribution infrastructures in the business to provide timely

services to all our vendors. Company has around 108 distributors all over the Rajasthan who are

further supplying our stocks to thousands of retailers than to our end users.

Its product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs, 20

ltrs & 600ml & 1.5 ltr Soda.

Kingfishers packaged drinking water is bottled in fully automatic plant with reverse osmosis,

ionization & ultra filtration process. Along with latest pesticides removal system through

activated carbon filtration process as per EU norms.

It is understood that throughout India 90% of the stress related diseases are caused due to

consumption of contaminated food & water. Company process water at our plant with the most

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

packaged drinking water.

Kingfisher packaged drinking water is processed and packed in a sophisticated and chemical

free plant to maintain highest level of hygiene. Kingfisher packaged drinking water is

manufactured under a very strict in house quality control system, ensuring that what you drink is

what nature intended.


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1.5 ROYAL CROWN COLA

EVOLUTION OF THE PRODUCT

In 1933, Claude Hatcher, still president, died and H.R. Mott who had been with the company for

thirteen years took over as chief executive. One of the first tasks that Mott undertook was the

development of a new cola drink. Rufus Kamm, chief chemist, developed the syrup for what

was to be called Royal Crown Cola, named after Hatchers original ginger ale.

During the dark days of the depression Royal Crown Cola, shortened by the consumer to RC

Cola was selling in the 12 ounce bottle for just 5c a bottle. In 1940, Mott moved to Chairman of


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the Board and the title of President was passed to C.C. Colbert. For the collector of Royal

Crown cities bottles, two basic label variations are noted.

The first variation is the "pyramid" bottle, one of the most dynamic and colorful bottle labels.

This label was produced from the mid 1930's to the mid 1950's. All bottles contained 12 ounces

and were either aqua or clear glass. The value range for cities collectors is from $12.00 to

$18.00. The second group of bottles has the same red/yellow color combination but without the

pyramids. All of these bottles were produced from the early to late 1950's. The size range was 8,

10, and 12 ounces, and only aqua glass color has been noted. The value range is from $4.00 to

$8.00 to brand and cities collectors.

Cobert retained the presidency until 1955 and directed the company through a period of rapid

growth. By the end of1940, the company's products were marketed in 47 states, and nationwide

advertising campaigns featured many of the Hollywood celebrities.

MARKETING PROGRAMS


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From our well-trained marketing team to our unique merchandising programs, Royal Crown

Cola International's worldwide marketing efforts have been developed with two goalsto

establish and promote a global brand identity and to help our bottlers better serve their

customers.

RESEARCH AND DEVELOPMENT

A commitment to state-of-the-art research combined with some old-fashioned American

ingenuity, has kept Royal Crown Cola International and our bottlers and distributors on the

cutting-edge of new products, packaging and testing. Our innovative ingredients and unique

formulations have helped Royal Crown Cola International remain both competitive and at the

forefront of changing consumer taste trends.

TECHNICAL SERVICES

At Royal Crown Cola International, product quality is our top priority. Whether we're helping

you build a new facility from the ground up or working to ensure that your existing plant has the


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latest state-of-the-art technology, our team of manufacturing experts is on call to assist you

through the entire bottling process. In addition, our experienced engineers, chemists and food

technologists are available to help you safeguard the quality of the finished product.

1.6 COMPETITION INFORMATION

The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next

couple of years. This is drawing the big guns attention. First Britannia launched Evian.

And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is

reportedly planning a foray. Meanwhile, Parle Agros Bailley has been growing steadily.

Small local players too are breathing down Kingfishers neck riding on better trade

margins and intensive distribution (in their respective areas of operation).

The competition facing Kingfisher can be categorized into a few brands.

DETAILS ABOUT THE BIG COMPETITORS

PEPSI COS - AQUAFINA


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Aquafina is a brand of Pepsi co. It was first distributed in Wichita, Kansas in 1994, and was

distributed across the United States, Canada, Turkey, Saudi Arabia, Vietnam, Pakistan and

India. As of 2003, it had become the United States' top-selling bottled water brand in measured

retail channels. Aquafina uses PepsiCo's own seven-step purification system, which it calls

HydRO-7, which includes pre-filtration treatment to remove larger particles, two stages of

polishing filtering, charcoal filtration, reverse osmosis, ultraviolet and ozone sterilization [1].

PepsiCo states in marketing material that this system removes substances that may be in other

brands of bottled water.Aquafina entered in Indian market in 2000-2001 and it used its Parent

concerns established distribution network.

Now when we talk about the market, there are various strategies used by Aquafina in Rajasthan.

Like they are giving away free water bottles to retailers with purchase of cola cartons and they

are not letting any other drink to be stored inside the refrigerators provided by them to the

retailers. In that case small retailers are unable to keep kingfisher bottles cold and proposing one

of the major reason to not to buy kingfisher then to buy any other water. Consumers always ask

for cold water because of heat in Jaipur.

COCA COLA- KINLEY

Kinley is owned by The Coca-Cola Company and sold in many Central European countries and

India. Its carbonated forms are used for mixers, and also available in a variety of fruit flavors.

The Kinley brand is used by Coca-Cola for two types of drinks:

-A Carbonated water with a wide array of variants: tonic, bitter lemon, club soda and fruit

flavored. Available in Austria, Belgium, Bulgaria, Czech Republic, Denmark, El Salvador,

Germany, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldives, Moldova, Nepal,


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Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzerland, United States, West

Bank-Gaza and Zambia.

-A High quality bottled water available in Bangladesh, Bulgaria, India, Maldives, Nigeria and

Pakistan.

When we talk about the market Kinley also follows similar strategies to Aquafina of giving

away free water bottles with their cola cartons and not letting retailers keep any other product

inside their complimentary refrigerators..

PARLE AGROS- BAILLEY

Bailley, brand is owned by Parle Agro Pvt. Ltd. Parle Agros other products are Frooti, Appy,

LMN, candies like mintrox etc. It is the first water brand to be issued an ISI certification. The

first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and

British Airways. Bailley is available in 200ml, 330ml, 1 Ltr. & 2 Ltr. PET.

The reason behind Bailleys success is that they are offering bottles to the retailers at very low

price hence giving them opportunities to gain considerable margins. In few areas Bailley

distributers were supplying water at nominal price of five rupees to the retailers. Retailers

believe that brand name does not make a difference when it comes to water and they always go

for cheaper available variant to them.

BISLERIBisleri is one major competitor of kingfisher pacakaged drinking water. It has set up a state-of-

the-art manufacturing facility in Jaipur, with an investment of Rs 25 corer.

The plant has a capacity of producing 1.5 lakh liters of packaged drinking water bottles per day.

The one-liter bottle in cartons is available in supermarkets and malls in and around Jaipur for Rs

60. B P Agarwal, Chairman, Surya Foods and Agro Ltd, said that though the juices are currently


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available only in the northern markets, the company has a plan to launch it in the south in near

future.

FOSTERSBased in Melbourne, Australia, and publicly listed on the Australian Stock Exchange, Foster's

products are sold in over 100 countries. They have around 200 premium brands, and operations

stretching over to five continents. Fosters beer is very popular in India among youth that creates

a kind of loyalty to the brand further showing a glimpse in packaged drinking water segment.

Fosters also use low price strategy to sell its packaged drinking water in market.

OTHER COMPETITORS IN MARKET

ALFA

ATLAS

GOLDEN EAGLE

GOLDEN VALLEY

DEW DROPS

HELLO

HIMALAYAN

INTIMATE

KENABAR

NAKSHATRA

NESTLE PURE LIFE


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PRISTINE

RAINDROPS

SUN

SPRINT UP

SPA AQUA

GAGAN

VINAYAK

1.7 MANUFACTURING PROCESS


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I. Purification Process

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

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

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

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

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

II. Processing and Quality Assurance


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

water. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbon

purifier to remove color and odour in water.

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

o microorganisms and also reduces dissolved solids.

To ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolet

treatment and ionization process is carried out. Ozone is unstable trivalent oxygen, a very

powerful bactericide with no side effect, as it disintegrates into oxygen within couple of hours.

Sterilization effect of ionized water continues even after water is packaged, thereby ensuring

safety of Kingfisher up to its final packing. To ensure high quality of packing materials,

components like caps and bottles are manufactured in-house from resins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing is religiously

monitored at every stage. Testing source water, processing parameters, microbial quality,

packaging material integrity and finally, shelf life studies, forms an integral part of quality and

safety assurance plan. Quality checking: Quality is checked by sampling method as a batchedtest at every stage of beer manufacturing even quality of bottle is also checked before actually

using.

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


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CHAPTER 2


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2.1 MARKETING STRATEGY

It is complete and an unbeatable plan designed specifically for attaining the marketing objective

of a firm. The marketing objectives indicate what the firm wants to achieve. The marketing

strategy provides the design for achieving them the linkage between marketing strategies and

overall corporate success is indeed direct and vital. Realizing the marketing objectives is the

purpose of two generic categories.

1. Price based

2. Differentiation based

1. PRICE BASED MARKETING STRATEGY

A business that opts for the price route in its competitive battle will enjoy certain flexibilities in

matter of its product and use prices as main competitive level. It will price its product to suit the

varying competitive demands. It will be enjoying certain inherent cost advantages, which

permits it to resort a price based fight. The major forms where such cost advantage can occurs

are economies of sale, absolute cost advantages, Benefits 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.


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2. THE DIFFERENTIATION BASED STRATEGY

Marketing strategy based on differentiation works on the principle that any aspect of the offer

and any activity of the firm can be made distinctive compared with the competiting offers. Right

from technology, plant location to post sale and service a company can perceptibly differentiate

and many buyer values. Companies usually choose those functions, which give them the greatest

relative advantage.

Different firms adopts different strategy stances as their situational design differ-

Broadly strategy stances can be classified under three heads-

1) Offensive Strategy-

Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that

is not presently the leader usually employs it, but it aspires to leadership position in the Industry.

2) Defensive Strategy-

The leader who has the compulsion to defend his position against the confrontation of powerful

existing competitors or to dislodge the leader from his topmost position usually employs it.

3) Niche Strategy-A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a

small market segment for itself with unique products / services supported by a unique marketing

mix.


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2.2 FORMULATING THE MARKETING STRATEGY-

Formulating the marketing strategy consists of two main steps-

1- Selecting the target market-

It does not fully bring out the import of the inseparable linkage between the two. When the

selection of the target market is over an important part of the marketing strategy of the firm is

already determined, defined and expressed.

2-Assembling the marketing mix-

Assembling the marketing mix means assembling the four Ps of marketing in the right

combination.

The firm has to find out how it can generate the best sales and profit. It plans different marketing

mixes with varying levels of expenditure on each element and tries to figure out the

effectiveness of each combination in terms of the possible sales and profit.

1.3 MARKETING MIX


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The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm

blends to produce the response it wants, in the target markets.

The 4Ps -

PRODUCT

The main product of the company is the mineral water by the name of Kingfisher Mineral water.

Other than mineral water the company has also the soda and RC cola. The concept of bottled

mineral water was introduced in India, first by Bisleri, and today many company launched

mineral water and Kingfisher are having mineral water.

The main challenge facing the company or any other player in this mineral water industry is that

there is no scope of invention and innovation in the product, which can be added as the

additional benefits of the product. It is just water after all. This is what the Indian customers

think of the bottled water. If we are talking about a product like television we can think that the

innovations could provide extra benefits derived from the product. For example other than its

core usage the product can provide for Internet facilities using conversion.

PLACE

Place stands for the company activities that make the product available to the target customers.

To make the product available to the target consumers a good distribution network has to be

there to support the good quality of the product. Here in the case of the mineral water industry

the distribution network is the important factor in being competitive and the catch lies in making

water available to maximum number of places in the country.


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PRICE

(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)

Price is the sum of values that consumer exchange for the benefits of having or using the product

or service. Price is the only element in the marketing mix that produces revenue. All other

elements represent costs.

In India, where the majority of the population comprise of the 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.

Kingfisher has met the expectations of the consumers in terms of pricing the product and also

making the product available in variations of litres, making Kingfisher both convenient and

affordable

PROMOTION

Modern marketing calls for more than just developing a good product, pricing it attractively, and

making it available to the target customers, companies must also communicate with their

customers, and what they communicate should not be left to chance.

A Companys total marketing communications program- called its Promotion Mix consists of

specific blend of advertising, personal selling, sales promotion, and public relations tools that


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the company uses to pursue its advertising and marketing objectives.

2.4 EXISTING DISTRIBUTION SYSTEM

Distribution network

Company has a distribution network consisting of three levels between the company to C&F and

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

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

primary sales.

Kingfisher have 108 Distributors that are scattered all over Rajasthan.

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

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

distribution in the city and the other is distribution in the connecting routes i.e Jaipur upcountry.

We have different distributors for different routes.

SALES DEPARTMENT

It has following sales staff in Rajasthan sales team:

Sales Manager - One

Area Sales Manager - Two

Sales Officers - Ten


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Kingfishers Sales department along with the names and duties of each staff member is given

below.

MANAGER SALESMr. Mayur Tiwari

ASMMr. R.S.Rathore

ASMMr. Surendra Singh

Sales OfficerMr.Bhagwan

Sales OfficerMr.R.K.Shar

Sales OfficerMr.Anwar

Sales OfficerMr. Mahipal

Sales OfficerMr.Kamal

Sales OfficerMr.Prashant T

Sales OfficerMr.Kirti Bhatt

Sales OfficerMr.Vinod

Sales OfficerMr.Arvind

Sales OfficeMr.Bhagwa


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CHAPTER 3


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3.1 INTRODUCTION TO JAIPUR: THE PINK CITY

Jaipur is the first planned city of India, located in the desert lands of Rajasthan. The city that

once had been the capital of he royalty, now serves as the capital city of Rajasthan. Founded in

1727 by Maharaja Sawai Jai Singh II, the ruler of Amber, the city today has a population of

more than 5 million residents. The very structure of Jaipur resembles the taste of the Rajputs and

the Royal family. In the present date, Jaipur is the major business centre for the natives of

Rajasthan with all requisites of a metropolitan city. The city of Jaipur, painted in pink, grasp the

appreciation of every visitor. One can see that hoary charm still alive in the avenues of Jaipur.
http://upload.wikimedia.org/wikipedia/commons/d/db/Sawai_mansingh_palace,_jaipur.jpghttp://upload.wikimedia.org/wikipedia/commons/a/a0/HawaMahal.jpghttp://upload.wikimedia.org/wikipedia/commons/6/6c/Jal_Mahal_Jaipur.jpg


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The active streets of Jaipur get plenty of visitors, every year at their footsteps. The Ancient

Testimonials in the form of mind-blowing monuments remind one of the past ages. The city

comprises the famous structures like Hawa Mahal, City Palace and Amber Fort, the best

architectural examples of India. Artistic temples and gardens of Jaipur, marks the atmosphere of

serenity and aestheticism to the lands of Rajasthan. The lively city observes its ethnicity by

celebrating various festivals like Kite festival, Elephant festival and many others, of Indian

origin.

All theses features make Jaipur, one of the most sought after tourist destinations of Rajasthan,

India. The glorious city boasts of its cultural heritage from every nook and corner. Jaipur is the

reservoir of Indian customs, traditions, civilization and legacy. Jaipur lies at a distance of 260

kms from Delhi, the capital of India and the city is well-connected with other major cities of

India. Every year, People across the globe come to experience this royal capital city of

Rajasthan.

The climate and weather of Jaipur is usually hot. The summer season persists from Mid-March

to June reaching to the maximum temperature of 45o C. The showers of Monsoons come usually

in the month of July preceded by dust and thunderstorms. The city doesn't receive much rain.

During the post-monsoon season in September, Jaipur gets hot spell once again. In winters, the

city of Jaipur observes bright and pleasant sunny days, though the temperature can reach a low

of around 5o C during the nights.


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3.2 GUIDE MAP:JAIPUR


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3.3 MARKETS COVERED

DURGAPURA AREA

Total Out-Let Visited 22

Market Share

Market Summary

Durgapura area is the situated outside of the city. Here Bisleri is the market leader with 27%

market share. After that Aquafina with 17% and after that Kingfisher with14%,Bailley have24% market share . Other occupied 18% market share. Reason behind of this low market share

is poor supply of distributer.

PRATAP NAGAR



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Market Share

Market Summary

In Pratap Nagar Bisleri capture 28% market, Aquafina 22% and with 18% market share

Kingfisher stand on third position, Bailley captured 12% . Others which include like Kinley.

McDonald and local player capture 20% market share. Reason of this low market share is

unawareness about the product.

NEW SANGANER ROAD


Market Share

Market Summary


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It is one of the busy place of Jaipur, and Kingfisher is market leader with 48% market share

followed by Bisleri and Aquafina with 14% and 8% market share & Bailley have 18% of market

share. Others with 12% market share.

TONK ROAD


Market Share

Market Summary

Kingfisher is market leader in Rambag with 29% market. Bislery capturing with 20% market.

Bailley , Aquafina and others are taken 21%,15% and 15% market.

SODALA


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Market Share

Market Summary

According to our survey Bisleri is the market leader with 24% market share, Aquafina with 18%

and Kingfisher is with 20% market and Bailley with 23% market. Others players occupied 15%

market. In this area poor supply is the main problem.

AMER ROAD


Market Share


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Market Summary

In this area Kingfisher taking 32% market. After that Aquafina and Bisleri with 16% and 28%

respectively and Bailley has 14% share. Others are taking remaining 10% market of PDW.

KHATIPURA & JHOTWARA


Market Share

Market Summary

From the above graph it is clear that Aquafina is leading in the market with 24% share. Bailley

and Bisleri are on 2nd and 3rd place with 26% and 19% market share respectively. Kingfisher has

only 18% of market. And others have 13% share.


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PINKCITY AREA


Market Share

Market Summary

In the area of Pinkcity- Bisleri is the market leader with 29% market share after that Bailley with21% and then aquafina with 16% and Kingfisher has 14%. And finally others capture 20%

market in PDW.

STATION ROAD & SINDHI CAMP


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According to our survey in Malviya Nagar, Bisleri is the market leader having 30% share.

Kingfisher has 28%, Aquafina has 18% and Bailley has 15%. Others eating 9% 0f pie.

CHAPTER 4


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4.1 OBJECTIVE

TO Study the marketing Strategies of Kingfisher in current Scenario.

To assess the brand awareness of the Kingfisher in the Mineral Water Segment.

What attracts retailers most in selection of packaged drinking water?

What are the various issues related to distribution in various markets?

To Study the brand positioning of kingfisher.

What are the various schemes and strategies used by competitors to capture market?


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What are the various demands of retailers?

4.2 SCOPE OF THE STUDY

As the researcher was placed in Kingfisher PDW & RC SODA, Jaipur Market for undertaking

research as a requirement of the partial fulfillment for the award of the Master in Marketing

Management, the universe of the study is limited to Kingfisher PDW & RC SODA .

METHOD OF STUDYMETHOD OF STUDY

The entire survey was planned with a view to collect data and provides feedback to Kingfisher

PDW & RC SODA, Jaipur about its household distribution of Kingfisher.

For that purpose, household distribution of Kingfisher a questionnaire was developed by me

with the help of my internal guide and my training officer of Kingfisher.

SAMPLING:SAMPLING:


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The universe was Kingfisher PDW & RC SODA Jaipur. All retailers were the respondents in the

present study. The questionnaires were administered randomly on various retailers.

4.34.3 TOOLS OF STUDYTOOLS OF STUDY

The study was based on information given by Retailers. This was done with the interviewing

different personnels and the information received from them.

4.4 SOURCES OF DATA COLLECTION

I have collected the information from Primary and secondary sources as well. The sources

were as follows:-

1 PRIMARY SOURCE

The information was collected from large number of respondents who wereretailers. Respondents were approached with questions on the basis of interview

method and observation consisting mainly close-ended questions.

2 SECONDARY SOURCES

i) Annual report

ii) Files/ document

iii) Manual of the organization

iv) Books & Project reports


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Data Collection Method

The study of retailers is done through personal focused interview, which contains structured

questions.

There are following reason for using survey method: -

1. This method provides enough flexibility for generalization.

2. It permits researcher to come in direct contact with the problem, which

demands to study.

This method permits better objectivity and definite analysis could be made. Average and

percentage could be computed easily

4.5 SAMPLING DESIGN

Sampling universe:- confectioners, juice corners, general store, sweet shop, betel shop

and highway shops.

Type of sampling:-Non- Probability

Total sample size:- 300 retailers

Sample Area:- JAIPUR.

Sample unit: - Retailers


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Sample collection technique: - survey Method, Personal interview.

Sample collection Duration:- 60 days

Sampling procedure:-purposive sampling

Data representation technique:-Pie Chart

Data analysis instrument:- All the data has been analyzed on the basis of percentagebasis.

4.6 RESEARCH PROCEDURERESEARCH PROCEDURE

1. First of all, a list of competencies, for the Retailer as well as the Consumers was

prepared, which would be grounds for assessing them.

2. Then, questionnaires were prepared, one for Retailer as well as the Consumers

3. At Jaipur various Shop are there Grocery shop, Retail Outlet, Shopping mall etc.


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4. Here the Retailer and the Consumers were interviewed and then the questionnaires were

filled by them.

5. After getting filled the questionnaires by the all Retailer, we collected the questionnaires

paper by self.

6. The collected data was analyzed and conclusions were drawn accordingly. This was all

done in excel sheets and word pad wherein the conclusions have been supplemented

with pictorial representations.

CHAPTER 5


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5.1 ANALYSIS OF PRIMARY DATA

Q. What is nature of business?

1. Juice & cold drinks parlour

2. General/kirana store

3. Fast food & resturent

4. Pan & wine shop


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Market summary

Q. Do you have kingfisher products at your shop?

1. Yes 2. No

TYPES OF SHOP NO. OF SHOP

Juice & cold drinks parlour 129

General/kirana store 57

Fast food & resturent 111

Pan & wine shop 33

Total 300


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Market Summary

Availability of

kingfisher product

No. of Shop Percentage

Yes 75 25%

No 225 75%

Total 300

Q. Which mineral water do you sell at your shop?

1. KINGFISHER

2. BISLERI

3. BAILLEY

4. AQUAFINA

5. OTHERS

Summary

Brands Percentage Brand sold at shopsKingfisher 25% 75Bisleri 32% 96Bailley 28% 84


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Aquafina 9% 27Others 6% 18Total 300

Q. What kinds of customer usually visit your shop for packaged drinking water?

A. Daily walk in customers

B. Regular Customers

C. Parties and marriages orders.

Summary

KINDS OF CUSTOMERS VISITED Frequency

Daily walk in customers 240

Regular Customers 42

Parties and marriages orders. 18

Total 300

Q. Are you satisfied with the supply facility of iceberg with regard to final delivery?

A. Yes

B. No

C. No Response


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Summary

ARE YOU SATISFIED Frequency Percentage

Yes 65 44%

No 29 27%

No Response 43 29%

Total 137

Q. How is the customer response about kingfisher?

A. Positive

B. Negative

C. Natural


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Summary

Customer Response Frequency Percentage

Positive 72 44%

Negative 36 22%

Natural 57 34%

Total 165

Q. What attracts you the most in choice of mineral water?

1) Quality

2) Margins provided

3) Schemes

4) Service provided by dealer

Summary

What attracts you the most in choice

of mineral water

Frequency

Quality 60

Margins provided 123

Schemes 51

Service provided by dealer 39 No response 18Total 300


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Q. How often kingfisher Distributer visits your shop?

A. Almost every day

B. Twice or thrice a weak

C. Once a weak

D. Never

E. I dont buy kingfisher

Summary

How often he visits? Frequency PercentageAlmost every day 27 23%

Twice or thrice a weak 22 19%Once a weak 25 22%Never 18 15%

I dont buy kingfisher 24 21%Total 116


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Q. What is your monthly consumption of kingfisher? (No. of cartons)

a) 0-25

b) 25-50

c) 50-100

d) 100-150

e) Above 150 cartons

Summary

YOUR MONTHLY

CONSUMPTION

Frequency Percentage

0-25 41 52%

25-50 19 28%

50-100 6 8%

100-150 8 11%Above 150 cartons 1 1%

Total 75

Q. How often does supplier provide you a bill on kingfisher purchase?

A. Always

B. Sometimes

C. Never

D. I never ask for bill


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Summary

Supplier provide you a

bill

Frequency Percentage

Always 39 51%

Sometimes 16 21%

Never 9 1

I never ask for bill 12 16%

Total 76

5.2 PEOPLE SAID ABOUT KINGFISHER

Kingfisher is in beer segment, not in water segment.

Kingfisher soda gets flat very soon as compared with its competitor.

Retailer says that customer does not demand for PDW.

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

The bottle gats breakdown very easily.


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Service is not available at the right time.

Customer gives headache if we dont give the brand of his choice.

CHAPTER 6


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W E A K N E S S E S

After sale service was not up to the mark.

Promotion of product was poor.

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

professionalism.

Packaging of the product is not attractive.

Poor distribution channels & irregular visit in the market. Company was unable to provide chilled water.

STRE

N

GTHS

OPPOR

TU

NIT

IES


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CHAPTER 7


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Q. What is nature of business?

1. Juice & cold drinks parlour

2. General/kirana store3. Fast food & resturent

4. Pan & wine shop

Q. Do you have kingfisher products at your shop?

1. Yes 2. No

Q. Which mineral water do you sell at your shop?

1. Kingfisher

2. Bisleri

3. Bailley

4. Aquafina

5. Others


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Q. What kinds of customer usually visit your shop for packaged drinking water?

A. Daily walk in customers

B. Regular Customers

C. Parties and marriages orders.

Q. Are you satisfied with the supply facility of iceberg with regard to final delivery?

A. Yes

B. No

C. No Response

Q. How is the customer response about kingfisher?

A. Positive

B. NegativeC. Natural

Q. What attracts you the most in choice of mineral water?

1. Quality

2. Margins provided

3. Schemes

4. Service provided by dealer


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Q. How often kingfisher Distributer visits your shop?

A. Almost every day

B. Twice or thrice a weak

C. Once a weak

D. Never

E. I dont buy kingfisher

Q. What is your monthly consumption of kingfisher?(no. of cartons)

a) 0-25

b) 25-50

c) 50-100

d) 100-150

e) Above 150 cartons

Q. How often does supplier provide you a bill on kingfisher purchase?

A. AlwaysB. Sometimes

C. Never

D. I never ask for bill


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CHAPTER 8


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PACKAGED DRINKING WATER

Size Brand Name Rate Per Case (RS.)

(Containing 12 Bottle)1 Liter. Kingfisher 90

Aquafine 100

Bisleri 113

Intimate 60

McDowells 84

Yash 60

Bailley 70

Kinley 110


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Himalya 180

2 Liters. Kingfisher 125

Bisleri 153

Bailley 110


Bisleri 40


Bisleri 55

Bailley 40

PACKAGED DRINKING SODA

Size Brand Name Rates Per Case (RS.)

500ml Kingfisher 170

Lehar 226

Kinley 192


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1.5 liter. Lehar 198

ROYAL CROWN COLA

SIZE PRICE BOTTLES SCHEME

300 ml. 205 24 ---

600 ml. 444 24 + 4

2 liter. 360 9 + 1

SCHEMES

The schemes are given by various companies for retailers and dealers-

KINGFISHER1 Liter. Packaged drinking water, Rs. 120, 1 case+4 bottles extra.

KINLEY3 case of packaged drinking water (any size), 6 glasses free.

AQUAFINA


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

AQUAFINA2 Liter. Pepsi, Rs. 387, 1 case+ 4 bottles of Aquafina extra.

LEHAR500 ml soda, Rs. 216. 1 case+ 2 bottles extra.

BISLERI1 liter. Packaged drinking water, Rs. 128, 1 case+2 bottles extra.

CHAPTER 9


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During this two months period of my training period I visited every shop more then twice. All

these findings are based on my continuios interaction with retailers and anlysis of data collected

by me.

Retailers in Jaipur mostly believe in what are the margins provided to them by the

companies.

Companies like aquafina and kinley are providing free product to the shopkeepers

with purchase of their colas, which is bringing down the sales in many areas.


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Pepsi and Coke provide free refrigerators to retailers in which they are not letting

them keep any other companies product, this inturn is breaking sales of Kingfisher

cause usually a customer asks for cold water.

As Jaipur is very old city hence there are lots of shops in small streets which are not

covered by distributers, as they usually just move along main roads.

Consumer who use kingfisher product branded name of UB group. And rational

price.

Kingfisher is the third largest in Jaipur city. Bisleri holds first position. Followed by

Bailly.

Kingfisher has good supply chain and availability of staff and team.

Retailers in Jaipur are in habit of not asking for bills and suppliers to dont provide

bills on regular basis on their own.

9.1 PROBLEM OF THE ORGANISATION

There are many problems which organization is facing to keep an existence in the

market.

These are:-

1) No proper knowledge about product in the market. People`s perception

about the product is that its a SODA.


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2) Sometimes there are problems with bottle packaging as per the complaints

of the retailers. Like bottle puffing, gas leakage, shortage in numbers of

bottles from carton.

3) Another product of the company which is in competition of pack that is RC

COLA. So, company can`t help out this problem.

4) Company is following pull up strategy instead of push up. Retailers do not

have proper knowledge about the product. So information is not passed

to customers.

5) The sales force of the company is not working up to the level.

6) RC COLA has introduced only one flavor product and in todays scenario

customers taste and preferences are changing. So, its very hard to make

them stick to one flavor.

7) Retailers are demanding for product only when there is rise in demand.

They do not keep ready stock with them.

8) They are not ready to keep product in front desk. As other give them high

margins.

9) No stress on massive advertisement of the product.


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CHAPTER 10

LIMITATIONS AND CHALLENGES WHILE UNDER GOING

THE RESEARCH


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CHAPTER 11

After sale services should be improved.


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Regular visit by sales officersshould be maintained for proper supply

.

Increase no. of distributors.

More schemes may be launched by the company and organization.

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

Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers maybe 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.

Company should focus on the costumers more than the retailers for that local advertisement in

newspapers & magazines which help the company more.

It is suggested to organize some small camps like medical camps or some awareness camps to

explain rural people that KINGFISHER is also a health caring stuff with mineral water undertheir belt.


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CHAPTER 12


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

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

mukesh yadav kingfisher project in jaipur

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