MARKETING OF BISLERI WATER

A case study of Swastik Agency, Shimoga

TABLE OF CONTENTS Chapter 1: INTRODUCTION Introduction Objective of the study Scope of study Methodology

Limitations

Chapter 2: COMPANY PROFILE Chapter 3: PRODUCTS Vedic Bisleri with added minerals Bisleri mountain water Bisleri himalaya water Purification Packaging Competitors Chapter 4: FIRM PROFILE Chapter 5: ANALYSIS AND INTERPRETATION Chapter 6: SUGGESTIONS AND CONCLUSION APPENDIX Questionnaire Bibliography

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Chapter 1

INTRODUCTION
Introduction Objective of the study Scope of study Methodology Limitations

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INTRODUCTION Water is a key to social equity to environmental stability and to cultural diversity. Water is also firmly linked with health. Pure and safe drinking water has always been a necessity. The tradition and style of serving drinking water, in India, has however changed quite dramatically during the last decade. Almost a decade ago, the introduction of bottled water or packaged mineral water has changed the tradition of serving and consuming drinking water. This has ushered in very strongly, the use of polymers or plastics as materials for water storage and distribution. The categories of bottled water in India are Packaged Natural Mineral Water and Packaged Drinking Water .Bottled water industry, colloquially called, the mineral water industry, is a symbol of new life style emerging in India. The packaged drinking water in India, which is estimated at Rs.850 crores with over 200 brands floating in the market, most of which have restricted territorial distribution. This is a growing market in India as quality consciousness among the consumers is on the rise. The bottled water market is growing at a rapid rate of around 20%.At this growth rate, the Rs 7000million per year market is estimated to overtake the soft drinks market soon. Multinationals, Coca-Cola, Pepsi, Nestle and others are trying to grab a significant share of the market. There are more than 180 brands in the unorganized sector. The small players account for nearly 19% of the total market. The per capita consumption of bottled water in India is less than half a litre per year, compared to 111 litres in France and 45 litres in the US. These points to the future potential beyond the high growth.

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Major Players with their brands include Parle Export which introduced Bisleri in India 25 years ago, Parle Agro with Bailley, Godrej Foods with its Golden Valley, Coca-Cola with Kinley, PepsiCo with Aquafina, Nestle India with Perrier, Mohan Meakins and SKN Breweries entered the market with Golden Eagle and Penguin mineral water, respectively. Nonetheless, Bisleri and Bailley, both of Parle Origin ,enjoy about 50% market share and has become almost generic with the product. The premium bottled water market in India has brands like Evian, San Pelligrino, Perrier. In the market for water purifiers, while Aquaguard from Eureka Forbes, remains the market leader, several others have made it to the market place. Usha Shriram with its Brita water Purifier already established, has launched Indias first digital water purifier-the water guard Digital in collaboration with Brita GmbH of Germany. HLL has also forayed into the water business, with its water purifier device called Pure. Water Purifiers (residential segment) are growing at 22-25% annually. A high growth rate indicates a good future potential in these sectors. It is a Rs 5 to 6 billion industry,with Aquaguard cornering more than 50% of the market. The rest is divided among Kent RO, Pentair, Ion Exchange and Others. The mineral water is one of the important items, which is directly consumed by people all over the world. Mineral water is bottled under very hygenic conditions under strict quality control being market. Its major use in 5 star hotels and hospitals where good quality pure water is required for potable purposes. The consumption of mineral water gradually increase in India due to shortage of pure hygenic water. The mineral water is consumed by

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tourists. Now there is increase of tourist came in our country increase by 810%, even some peak season they are increase more than 15%. There is good prospect of mineral water industry. The bottled water industry is one of the most thriving sectors in India. The market is growing at a whopping rate of about 55 per cent annually and is expected to cross Rupees 1000-crore mark within the next couple of years. Almost all major national and international brands have taken a plunge. Parle's Bisleri that virtually monopolized the bottled water market is now vying with Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia. According to a national-level study, there are close to 200 bottled water brands in India. Nearly 80 per cent of these are local brands. By visiting every shop for this scheme I understood the market well and came to know what was selling in what areas and what various strategies of competitors were. For example I came to know that Pepsi were giving away free water bottles with there cola drinks and eating up the share of Bisleri. I was also taking orders from the retailers and fulfilling there needs on time by directly calling distributers of area. Apart from that I was also monitoring sales in these regions and was doing tele-calling time to time to motivate retailers to buy more of bisleri to get gifts in return. After this experience I learnt that Bisleri continually needs to come up with these kinds of schemes to compete against giant mncs. Apart from that I also found out that Bisleri needs to work hard on there distribution system.

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The project on the whole helped me understand marketing system, customer relationship management and the usefulness of marketing in an organization. Objective of Study The primary objectives of the introduction of Retailers scheme card and research project titled retailers survey in Shimoga with special reference to Bisleri are as follows: To understand current market scenario in context of packaged drinking water.

To attracts retailers most in selection of packaged drinking water

the various issues related to distribution in various markets To find out the preference level of Bisleri botteled water in the market. To determine the market share of Bisleri Brand of Bottle Water To know the competitors strategies. To find untapped retailers. Scope of study Marketing is a subject where a person can learn from anybody. As I was into retailers survey work of countrys leading packaged drinking water company Bisleri, I was feeling myself to be a part of organizations family. I had a very good market exposure while undergoing this project because every person came forward with a different opinion and that was very important to know the perception of the retailers. And being my first real exposure to the corporate environment, the training period proved to be very educating and

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offered me a great chance to learn the practical workings of the FMCG industry. Methodology My research is descriptive research as it includes a questionnaire survey and it is a fact finding enquiry through retailers scheme card. And I am focusing on retailers viewpoint towards packaged drinking water and problems associated My Project is descriptive research due to the following factor: It describes the characteristics of retailers in Shimoga city. It is carried out to estimate the approximate percentage of units in a specified population exhibiting certain behavior. It helps in determining the perception of product characteristics. It helps in making certain predictions related to packaged drinking water. Data collection Primary data Primary data was collected through questionnaire method and also through retailers scheme card. The Questionnaire and Retailers card are attached to the annexure of this report. Secondary data Secondary Data was collected from sources at the office, magazines, newspapers and websites.

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LIMITATIONS A small segment of the market has been covered only, so the conclusion cannot be generalized. The data collected cannot be free from errors, since some of the respondents failed to give correct information. Study accuracy totally based upon the respondents response.

First, it was not a consumers survey but retailers survey; it was really hard to find a free sitting shopkeeper in peek hours of a day when survey was carried out.

All those retailers who were not into selling of packaged drinking water were hard to convince to give their information.

There were certain cases in which shopkeepers were not willing to give their information on account of security measures.

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Chapter 2 Company Profile

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Company Profile

ABOUT THE COMPANY Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the entire span of India. In our future ventures we look to put up four more plants in 06-07. We command a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Bisleri.

We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. We are present in 250ml cups,

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250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in our effort to bring to you something refreshingly new, we have introduced Bisleri Natural Mountain Water water brought to you from the foothills of the mountains situated in Himachal Pradesh. Hence our product range now comprises of two variants : Bisleri with added minerals & Bisleri Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is put through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases performs & caps only from approved vendors. We produce our own bottles in-house. We have recently procured the latest world class state of the art machineries that puts us at par with International standards. This has not only helped us improve packaging quality but has also reduced raw material wastage & doubled production capacity. You can be rest assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is free of impurities & 100% safe. Enjoy the Sweet taste of Purity Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone significant expansion in their operations. The company has witnessed an exponential growth with their turnover multiplying more than twenty times in a short span of 10 years. The average growth rate over this
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period has been around 40% with Bisleri enjoying more than 60% of the market share in the organized mineral water segment. Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4 new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it was the pioneer of the bottled water industry in India has made it synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri'. Rigorous Research and Development and stringent quality controls have made it market leaders in the bottled water segment. Bisleri has always been committed to offering every Indian pure and clean drinking water. Hence Bisleri water is put through multiple stages of purification, ozonisation and is hygienically packed for final consumption.

To maintain strict quality controls in every unit, Bisleri not only purchase caps from approved vendors, but also manufacture own bottles, in-house. To be at par with International standards, they have recently procured the latest state-of-the-art machinery which has not only helped them improve packaging quality but has also reduced raw material wastage and doubled production capacity. One can rest assured that they are drinking safe and pure water when they consume Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity! Company Background In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first brought the idea of selling bottled water in India. It started a company called

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Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was introduced, things started to change, and sales increased rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thumps Up, Limca and Gold Spot. Recognising the potential of the packaged drinking water market, he then went on to concentrate on making Bisleri a top selling brand in India. The Present It was around the year 1995, when Parle Exports took charge of the brand operations and the business took off in the market. With factories across India and a strong distribution network, Bisleri established itself as a force to reckon with in the domestic packaged drinking water market. Earlier the packaged drinking water market consisted of five star hotels, tourists and foreigners. As a marketing strategy, a conscious decision was taken by the company that only 40% of the sales should come from these outlets and 60% from general market, i.e. paanwallas, street shops, general stores and even non-tourists. This brought about a sea change in the perception in the consumer's mind about consumption of Bisleri. Earlier, drinking bottled water was considered to be more of a status symbol. That thinking has slowly changed to the point where today, not drinking Bisleri is considered as being behind the times.

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Such has been the presence and penetration of the Bisleri brand in the bottled water segment. About few years ago, in 1998, a strategy was adopted to concentrate aggressively on the home market. The habit of boiling water or using electronic gadgets was not adequate, since the source of water itself was unreliable. Future Plans Bisleri was the first to market bottled water in a totally virgin market and naturally people associate the brand with bottled water. Now Bisleri is perhaps already ten steps ahead of its competitors and will endeavor to widen its gap in the times to come. Bisleri's brand positioning stresses on pure, clean and safe drinking water. Some of the future plans to maintain the top spot that Bisleri commands in the Indian market are: New pack sizes in bottles and cups Increase the distribution network with an investment of over 200 crores Strengthen presence in traditionally weak areas by setting up 12 new bottling facilities at a cost of Rs. 150 crores. While the controversy over European standards is going on in India, Bisleri, the acknowledged Indian market leader, is now set to sell still and sparkling waters in Europe and America. Bisleri is confident of entering the European market and has been tested by the Central Food & Technology Research Institute (CFTRI), Mysore. The

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CFTRI-tested Bisleri water using European standards and found 'not detected' for all pesticides specified. This European launch will silence critics who had raised issues concerning Bisleri's water quality, a company press release said. The company stands proud by its high international quality and has the confidence to take the European market by storm. Says Parle Bisleri chairman Ramesh Chauhan: "The fact that we have reached out to international markets is an acknowledgement of our quality and our penchant for safety and purity." It has developed 8 unique pack sizes to suit the need of every individual. It is present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in its effort to bring something refreshingly new, it has introduced Bisleri Natural Mountain Water - water brought from the foothills of the mountains situated in Himachal Pradesh. Hence its product range now comprises of two variants: Bisleri with added minerals & Bisleri Mountain Water. Bisleri Water is put through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent quality controls has made it the market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants.

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In its endeavor to maintain strict quality controls each unit purchases performs & caps only from approved vendors. It produces its own bottles inhouse. It has recently procured the latest world class state of the art machineries that put it at par with International standards. This has not only helped it improve packaging quality but has also reduced raw material wastage & doubled production capacity. The company that recently launched its premium brand with medical values Vedica, is expecting a 50 per cent growth in sales from this brand. Promoters Parle was established in 1929 as a confectionery manufacturing unit by late Shri Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri Jayanti Lal Chauhan, a MIT and MBA Graduate from University of Boston, USA, took over the helm of the Group. It was due to his foresightedness the group bought Italian Mineral Water Company Bisleri in 1969 that has grown to become the Leading Brand BISLERI in Indian market. Presently BISLERI enjoys number one position in the water market.

The Group also was a pioneer in Indian market for introducing aerated drinks like Thumps up, Limca, Citra and Gold Spot. These products were later sold to MNCs in 1993. Presently the focus of organization is on packaged and mineral water marketed under the brand name Bisleri.

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Bisleri International Pvt. Limited (BIPL) has the history of being the undisputed leader with constant growth and development in an everchanging environment. Bisleri International Pvt. Ltd is 40 years old. It has presently 8 own manufacturing units, 11 franchisee and 32 contract packing facilities across India. We will be expanding the business to reach far & wide. Our plants are now equipped with sophisticated machinery & state of the art technology.

Bisleris Vision Its vision is to be the dominant player in the branded water business where the second player is less than 20% of its business. Bisleris Mission It is in the business to serve the customer. He is the most important person. He is the only one who pays. He deserves the best quality and presentation at a worth of the price. It must have world class quality, at the lowest production & distribution cost. This will make it an unbeatable leader, and will have satisfied loyal customers. Bisleris values Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and Openness & Transparency. Organisational Structure Senior Sales Manager

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 ASM under the Senior Sales Manager ASM has zones divided such as north, east, west, south and central Sales Executive for ASM in all the 5 zones 5 Corporate Sales person for all the 5 zones Their truck drivers are their salesmen

The Journey till Now 1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales urge. Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs.400 crore. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 1998: Introduces a tamper-proof and tamper-evident seal. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 2000: BIS cancels Bisleri's license of water bottling in Delhi since some of the bottles did not carry ISI label; the license is restored one-and-a-half months later.

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2002: Kinley overtakes Bisleri. The national retail stores audit by ORGMARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent. 2003: Bisleri says it plans to venture out into Europe and America to sell bottled water.: 2006: Launch of Natural Mineral Water to increase the product portfolio. 2007: Introduced 250ml attractive bottles. 2008-2010: May introduce energy drinks and flavored water. Expansion Bisleri International Pvt. Ltd. is committed to meeting the needs of its customers across the country and to effectively service the end consumer Bisleri has been working continuously to establish fresh bottling and distribution capacities.

Over the course of last one year, bottling plants have come up at: Location Wadki, Maharashtra Ahmedabad, Gujarat Chennai, Tamil Nadu Andaman & Nicobar Effective Date 17.08.2007 13.11.2007 15.11.2007 18.12.2007

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Madurai, Tamil Nadu Rajampet, Andhra Pradesh Mysore, Karnataka Udaipur, Rajasthan Kanpur, Uttar Pradesh

05.01.2008 29.01.2008 29.02.2008 01.03.2008 01.04.2008 Product Range

Value Chain Every drop of Bisleri water is purified as per international standards to ensure that your Bisleri experience always remains pure and satisfying for longer. The following is a brief understanding of the water treatment process:
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Distribution Channel

They have appointed Distributor for each area to sell their products and have also approaches to the Retailers. Its a battle that Bisleri can win by sheer distribution muscle. Bisleri has a largest distribution network across the country, further it plans to increase its network in southern and eastern region which will prove a great advantage for the company. BISLERI appoints a sales representative to each distributor. The salesmen are divided among the territories defined by the distributor.

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The distributor has 5 routes. Out of the 5 routes, one is the main route and the other four are sub routes. The salesmen have to handle these routes. This helps in avoiding horizontal conflict and leads to better focus and evaluation of sales performance of the salesmen. The company sales person makes a visit once every week on Friday. Every Friday a report is given by the sales representative to the area head. Communication regarding stock replenishment, etc. takes place over phone. The person of the company whom the distributors communicate with is the Sales Executive. At times the company deploys its own men to do the distribution job for the Distributor also. Distribution Weakness: Company is not addressing the compliant from distributor and end user. Industry Analysis Potters Five Forces Model Substitutes New Entrant Bargain Power of Supplier Bargain Power of Customer Industry Rivals

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Industry Rivals Rivals divided into organized and unorganized Organised Cokes Kinley, PepsiCos Aquafina, Mohan Meakins, SKN Beweries and Parle Agros Bailley. Unorganised Local water brands such as H2GO, Blue Label, Kwencher, Yes, etc. New Entrants HUL water purifier Pureit Various new local brands (unorganized players) Shaw Wallace is also in a process to enter the bottled market in the premium segment. Substitutes Soft drinks

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 Water purifiers Tap water Coconut water Vending Machine water The most economical drink -nimbu pani Bargain Power of Supplier When the companys suppliers are able to: raise price and reduce quantity Then the supplier power would be high Packaging (PET bottles) Labeling material Bargain Power of Customer Buyers demand 1. Better quality or service 2. Set competitors against each other At the expense of sellers profitability Reason: 1. Industry where many brands fighting for existence and their share Large number of choices available to retailer Low switching cost for retailer Prices of other products are more of less the same 1. Brand Loyalty of customer is very low
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Chapter -3 Bisleri Products

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Bisleri Products

Bisleri has developed 8 unique pack sizes to suit the need of every individual. It is present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable jar packs.

DIFFERENT PRODUCTS OF BISLERI: 1. VEDICA 2. MINERAL WATER 3. MOUNTAIN WATER VEDICA:

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Vedica Natural Mountain Water comes to you in all its untouched purity, right from its source. Gushing from an aquifer with intense pressure, the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level, powerfully and consistently. The underground geological origin guarantees that there is no external Contamination, since the mouth of the water source is covered from rocks on all sides. Besides, being naturally fortified with silica, the spring is naturally free form any Microbial infection or pollution. Vedica Natural Mountain Water is also low on sodium, making it the perfect choice for the health conscious. It has a high proportion of sulphates, which work as natural detoxifying agents. And its clear, sweet taste proves that it is free of calcium carbonate and magnesium carbonate salts, which give some mineral waters a chalky taste. Scientifically put, the Total Dissolved Solids in Vedica Natural Mountain Water is225mg/ltr. It is also high in sulphates, the natural detoxifying agents. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste of purity. Vedica Natural Mountain Water is available in 500 ml and 1 liter bottles Our new Vedica is the most alkaline water there is. Vedica pH is 7.7, Himalayan pH is 7.3 & Evian pH is 7.2. For those who are not so skeptical about the benefits of the alkaline lifestyle, alkaline water helps to

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neutralize acids and remove toxins from the body - it is a great cleanser and helps to detoxify our system.

1. Bisleri with added Minerals: This product is bottled drinking water at its best. Bisleri with added minerals has a TDS count (total dissolved solids count) of approximately 100. Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the pH balance of the body but also help in keeping a person fit and energetic at all times.

The composition of Bisleri Water in milligrams per liter (mg/l):

160-TDS 7.2-ph factor 13.6-Calcium 22-Chlorides 58-Bicarbonate 7.8-Magnesium 2-Nitrate 19.3-Sulphates 66.1-Hardness
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Purification Every drop of Bisleri water is purified as per international standards to ensure that your Bisleri experience always remains pure and satisfying for longer. The following is a brief understanding of the water treatment process.
1. Chlorination:

Kills micro organisms. Remove organic matter.

2. Arkal Filter:

Removes suspended matter and turbidity.

3. Carbon Filter:

Removes residual chlorine & odours. 4. Reverse Osmosis: Removes organic material. Controls total dissolved solids in the water. 5. Addition of Minerals: For the purpose of maintaining a balanced mineral content. 6. Micron Filtration: Additional safety measures to guarantee purity. 7. Ozonation: Ensures water remains bacteria free for longer life. Pack Sizes Available Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.

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2. Bisleri Mountain Water: The search for new products has now led the company to the new Natural Mountain Water. Inspired by nature, it comes from a pristine source situated in the beautiful and scenic mountains of Northern India. Natural Mountain Water resonates with the energy and vibrancy of health and wellbeing. It is packed with the goodness of nature's minerals which will refresh ones senses and rejuvenate a person.

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy capable of taking a person back to nature. Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh. Pack sizes Available Bisleri Mountain Water is available in six different pack sizes of 250ml, 500ml, 1 litre, 2 litres, 5 litres and 20 litres

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3. Bisleri Himalayan Water: The water that almost descends from the Gods The Himalayas, the abode of the Gods, where the earth meets the heavens and where in lies nature's untouched bounty. White glaciers, snowcapped mountains and a plethora of exotic herbs and other flora that have therapeutic properties. This is where one will find a treasure trove of hidden natural spring water that flows through natural purifying filters, mineral rich rocks and herbs from which it absorbs many healing properties. Bisleri bottles this pristine spring water directly at source, at the foothills of the Himalayas. Pack Sizes Available Bisleri Himalayan Water is available in 500ml. bottles & 1 litre bottles. Packaging @ Bisleri The most critical aspect of bisleris bottling process that sets it apart from the rest of the industry is the fact that their bottles remain untouched right through the rinsing, filling, capping and labeling operations. Filling: Bottles are fed by an air conveyor from the blowing unit directly into the infeed of the RFC. The RFC equipment is neck run and it boasts of a monoblock unit, which means that every bottle is held by the neck automatically while being inverted, rinsed and sprayed with ozonated water

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at 2 bar pressure. After draining, the bottles are re-inverted and transferred to the filler. At the filler these bottles are straightened up and gradually lifted to the filling valves which open only when a bottle is placed under them. Filling is then done systematically through gravity. Capping: After the filling process the bottles are then transferred to the capping section. Here ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since the water is ozonated all product contact parts are of 316L grade stainless steel and the rubber parts are of EPDM. (All components are water lubricated above the table top.) Labeling: From the capping section the bottles are directly sent to the labeling section. All Bisleri bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows each individual bottles to be spaced out and fed to the labeling station where precisely cut labels with a strip of hot melt glue at the leading and trailing edge, get rolled around the bottle. These labels are fed into the machine in a roll form too. Quality Check: From here on, the bottles go through an online check where qualified personnel inspect each bottle for any leaks or breakages. They are then packed into sturdy cartons which are dispatched to the market by the companys fleet of trucks.

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PURIFICATION Every drop of Bisleri water is purified as per international standards to ensure that customers Bisleri experience always remains pure and satisfying for longer. The following is a brief understanding of the water treatment process. Chlorination Kills micro organisms. Remove organic matter. Arkal Filter Removes suspended matter and turbidity. CARBON FILTER Removes residual chlorine & odours Reverse Osmosis Removes organic material. Controls total dissolved solids in the water. Addition of Minerals For the purpose of maintaining a balanced mineral content. Micron Filtration Additional safety measures to guarantee purity. Ozonation Ensures water remains bacteria free for longer life.

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PACKAGING The most critical aspect of Bisleris bottling process that sets them apart from the rest of the industry is the fact that there bottles remain untouched right through the rinsing, filling, capping and labeling operations.

Filling: Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which means that every bottle is held by the neck automatically while being inverted, rinsed and sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-inverted and transferred to the filler. At the filler these bottles are straightened up and gradually lifted to the filling valves which open only when a bottle is placed under them. Filling is then done systematically through gravity.

Capping: After the filling process the bottles are then transferred to the capping section. Here ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our water is ozonated all product contact parts are of 316L grade stainless steel and the rubber parts are of EPDM. (All components are water lubricated above the table top.

Labeling: From the capping section the bottles are directly sent to the labeling section. All Bisleri bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows each individual bottles to be spaced out and fed to the labeling station where precisely cut labels with a strip of hot melt glue at the leading and trailing edge, get rolled around the bottle. These labels are fed into the machine in a roll form too.

Quality Check: From here on, the bottles go through an online check where qualified personnel inspect each bottle for any leaks or breakages.

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They are then packed into sturdy cartons which are dispatched to the market by our fleet of trucks. COMPETITORS The bottled water industry is one of the most thriving sectors in India. The market is growing at a whopping rate of about 55 per cent annually and is expected to cross Rs. 1000-crore mark within the next couple of years. Almost all major national and international brands have taken a plunge. Parle's Bisleri that virtually monopolised the bottled water market is now vying with Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia. According to a national-level study, there are close to 200 bottled water brands in India. Nearly 80 per cent of these are local brands. AQUAFINA 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. 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.
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Now when we talk about the market, there are various startegies used by Aquafina in Karnataka. 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 too keep Bisleri bottles cold and propsing one of the major reason to not to buy Bisleri then to buy any other water. Consumer always ask for cold water because of heat in Shimoga. 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, 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 there cola cartons and not

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letting retailers refrigerators. BAILLEY

kep any other product inside there complimentary

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. KINGFISHER Kingfisher is mainly a beer brand manufactured and marketed by united breweries ltd. It is one of the largest selling beer in country commanding a 29% market share in country. Its not been very long since it entered into Packaged drinking water segment. The only strategy behind this was diversification henceforth emerging as one of the main competitors to Bisleri. Kingfisher also makes use of its already set network and its a major supplier of water to wine shops.

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FOSTERS Based 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 PRISTINE RAINDROPS

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 SUN SPRINT UP SPA AQUA Competitive Analysis

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Chapter 4 FIRM PROFILE

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Firm Profile
Name : Swastik Agency Date of Establishment :-5-9-1985 Proprietor: Mr. Prasanna Kumar Location: - Park Extension, Durgigudi Shimoga Nature of Activity:- Retail and Wholesale Number of Workers: - 6 Working hours:- 10 am. To 8:30 p.m Bisleri has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of litres, making Bisleri both convenient and affordable. The company is following a very aggressive pricing. Its product is available at a very reasonable price. 250 ml Glass 250 ml Bottel 500ml Bottel 1 Litre Bottel 2 Litres Bottel 5 Litres Jar 20 Litres Jar Rs.4 Rs.6 Rs.10 Rs.15 Rs.22 Rs.35 Rs.70

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How much water do you need?

Every day you lose water through your breath, perspiration, urine and bowel movements. For your body to function properly, you must replenish its water supply by consuming beverages and foods that contain water. So how much water does the average, healthy adult living in a temperate climate need? In general, doctors recommend 8 or 9 cups. Here are the most common ways of calculating that amount:

Replacement approach. The average urine output for adults is about 1.5 liters (6.3 cups) a day. You lose close to an additional liter (about 4 cups) of water a day through breathing, sweating and bowel movements. Food usually accounts for 20 percent of your total fluid intake, so if you consume 2 liters of water or other beverages a day (a little more than 8 cups) along with your normal diet, you will typically replace your lost fluids.

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Eight 8-ounce glasses of water a day. Another approach to water intake is the "8 x 8 rule" drink eight 8-ounce glasses of water a day (about 1.9 liters). The rule could also be stated, "Drink eight 8-ounce glasses of fluid a day," as all fluids count toward the daily total. Although the approach really isn't supported by scientific evidence, many people use this easy-to-remember rule as a guideline for how much water and other fluids to drink.

Dietary recommendations. The Institute of Medicine advises that men consume roughly 3 liters (about 13 cups) of total beverages a day and women consume 2.2 liters (about 9 cups) of total beverages a day.

Even apart from the above approaches, if you drink enough fluid so that you rarely feel thirsty and produce 1.5 liters (6.3 cups) or more of colorless or slightly yellow urine a day, your fluid intake is probably adequate. If you're concerned about your fluid intake, check with your doctor or a registered dietitian. He or she can help you determine the amount of water that's best for you.

Water Purification
Water purification is the process of removing undesirable chemical and biological contaminants from raw water. The goal is to produce water fit for a specific purpose. Most water is purified for human consumption but water purification may also be designed for a variety of other purposes, including to meet the requirements of medical, pharmacology, chemical and industrial applications. In general the methods used include physical process such as filtration and sedimentation, biological processes such as slow sand filters or activated sludge, chemical process such as flocculation and
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chlorination and the use of electromagnetic radiation such as ultraviolet light. The purification process of water may reduce the concentration of particulate matter including suspended particles, parasites, bacteria, algae, viruses, fungi; and a range of dissolved and particulate material derived from the minerals that water may have made contacted after falling as rain. The standards for drinking water quality are typically set by Governments or by international standards. These standards will typically set minimum and maximum concentrations of contaminants for the use that is to be made of the water. It is not possible to tell whether water is of an appropriate quality by visual examination. Simple procedures such as boiling or the use of a household activated carbon filter are not sufficient for treating all the possible contaminants that may be present in water from an unknown source. Even natural spring water - considered safe for all practical purposes in the 1800s - must now be tested before determining what kind of treatment, if any, is needed. Chemical analysis, while expensive, is the only way to obtain the information necessary for deciding on the appropriate method of purification. According to a 2007 World Health Organization report, 1.1 billion people lack access to an improved drinking water supply, 88% of the 4 billion annual cases of diarrheal disease are attributed to unsafe water and inadequate sanitation and hygiene, and 1.8 million people die from diarrheal diseases each year. The WHO estimates that 94% of these diarrheal cases are preventable through modifications to the environment, including access to

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safe water. Simple techniques for treating water at home, such as chlorination, filters, and solar disinfection, and storing it in safe containers could save a huge number of lives each year. How safe is your tap water You Know that our tap water is not as good as it was during our forefather's time! Due to climatic changes,draught,alarming levels of salinity, industrial wastes, sources like river,catchements and reservoir systems are under dire stress which deteriorates the water quality day by day. Further, one does not get sufficient water from river and has to resort to underground water, which generally is contaminated with dissolved impurities. By the time water (municipal or ground water ) reaches your tap, it may get contaminated on way which leads to common water problems . Although,water treatment plants meet 'The Safe Drinking Water Standards', but still water pollutants may be present in your tap water. Increasing Dissolved Impurities Rust Water might be pure while leaving the treatment plants but when it travels miles through the ageing pipes, which are corroded at many places , the rust from pipes become soluble and gets released into water and is generally invisible . Shocking but true! Further at many places, municipal drinking water does not come for more than 2 to 5 hrs.in a dat this not only leaves water pipelines empty but also makes them prone to oxidation and rusting.

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 Pesticides Pesticides are deadly chemicals used to eliminate weeds, insects and other harmful elements in crops. But their consistent use has however produced its own harm. Surprisingly, pesticides too are entering our ground water and are contaminating our drinking water. Arsenic Arsenic is a semi metal element in the periodic table . it is odourless and tasteless. It can enter drinking water supplies from natural deposits of the earth or from agriculture or industrial practices. This problem is widely experienced in many regions across india. Consumption of Arsenic can cause skin damage , circulatory system problems and an increased risk of lung & kidney cancers. Fluoride Fluoride is a major naturally occuring contaminant in drinking water . It is found on very high levels in east & North India. Low levels might prove beneficial in preventing dental problems but its high levels can cause structural tooth damage and very high level can cause skeletal damage. Lead Many old homes & building have pipes & plumbing fixtures that contain lead. Lead can easily leach from pipes into drinking water. Its long term effects include stroke ,kidney problem and cancer. Heavy Metals Metals like Mercury, Zinc, Copper and Cadmium usually enter the water

supply as Industrials wastes and therir excessive concentrations can cause physiological damage to humans, including damage to the central nervous system
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Excessive Bacteria and Viruses

At most of the places, Municipal drinking water comes for not more than 2 to 5 hrs. Therefore the water is stored in overhead tanks that results in excessive bacteria and viruses growth and this can lead to diseases like Cholera, Dysentery, Diarrhea and Typhoid.

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Chapter 5 ANALYSIS AND INTERPRETATION

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ANALYSIS OF PRIMARY DATA 1. Do you prefer packaged drinking water? Prefer packaged drinking water Yes No Total Frequency 90 10 100 Percentage 90 10 100

Analysis: According the survey retailers at glass. to of the

metro stations 90% said yes and 10% voted for no as they sold Rupee 1 per

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2. Are you aware of the following brands in packaged drinking water? Aware Bisleri Kinley Aquafina Other Total Frequency 55 30 10 5 100 Percentage 55 30 10 5 100

Analysis: The most of the retailers at the metro stations were aware of the major brands which were like 90% knew about Bisleri, 70% for Kinley and 60% for Aquafina while 50% kept local brands.

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3. Which brand of packaged drinking water does customer often ask? Aware Bisleri Kinley Aquafina Other Total Frequency 60 19 08 13 100 Percentage 60 19 08 13 100

Analysis: According to the survey of retailers 60% said the most sold brand was Bisleri followed by Kinley to which 19% agreed while 8% said that Aquafina was sold most and 13% for others.

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4. Please scale your satisfaction level for the brand youre using on the basis of the following: Price: Brand Name Bisleri Kinley Aquafina Others Very Satisfied 18 33 28 10 Satisfied 52 47 40 30 Dissatisfie d 10 15 18 30 Uncertain 20 05 14 30

Analysis: The 52% of the retailers were satisfied with the price of Bisleri followed by Kinley, Aquafina and others.

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5. Quality: Brand Name Very Bisleri Kinley Aquafina Others Satisfied 45 38 35 10 Satisfied 35 32 32 15 Dissatisfied 8 8 15 35 Uncertain 12 22 18 40

Analysis: The 44%the retailers at the metro stations were very satisfied with the Bisleri and similarly followed with Kinley and Aquafina while 40% were uncertain about the quality of the other local brands they keeping.

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6. Service: Brand Name Bisleri Kinley Aquafina Others Very Satisfied 45 38 35 10 Satisfied 35 32 32 15 Dissatisfied 8 8 15 35 Uncertain 12 22 18 40

Analysis: The retailers were mostly satisfied more with the service of Kinley and Aquafina other than Bisleri.

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7. Packaging: Brand Name Very Satisfied Bisleri 40 Kinley 30 Aquafina 35 Others 10 Satisfied 30 30 40 15 Dissatisfied 20 20 15 35 Uncertain 10 20 5 40

Analysis: The packaging of the Kinley was mostly liked by retailers and similarly by the customers followed by Aquafina and Bisleri

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8. What factors can change the brand preference of the customer? Factors Quality & Price Quality & Service Price Service Packaging Total Frequency 38 22 10 6 24 100 percentage 38 22 10 6 24 100

Analysis: The customer preferred Quality and Service then followed by Packaging and then Quality and Service and etc.

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9. What is the future prospect of this market? Prospect Excellent Good Average Poor Total Frequenc y 60 20 15 05 100 Percentage 60 20 15 05 100

Analysis: The 60% of the retailers felt that there is excellent prospect of the market in the future.

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10.How do you rate Bisleri as compared to other brands? Brand Very good Good Standard Bad Total Frequency 25 55 15 05 100 Percentage 25 55 15 05 100

Analysis: The major of the retailers at metro stations felt that Bisleri is a good brand as compared to others and 30% considered it very good because of minerals added in it.

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11. Are you satisfied with Bisleris awareness programme, sales

campaign, and advertisements? Awareness Yes No Dont know Total Frequenc y 30 50 20 100 Percentage 30 50 20 100

Analysis: The retailers at metro stations were not satisfied with the services of the Bisleri that was approx 50%.

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12.If you have any problem with the service then what would you do? problem with the service Resolve it Change the brand Give a chance Total Frequenc y 37 36 27 100 Percentage 37 36 27 100

Analysis: The major of the retailers try to change the brand and followed by 36% of which try to resolve the problem and then giving another chance.

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13.How often Bisleri Distributer visits your shop? HOW OFTEN HE VISITS? Almost Every Day Twice or Thrice a Week Once a Week Never I Don't Buy Bisleri Total Frequency 26 23 24 8 20 100 Percentage 25.64 23.08 23.93 7.69 19.67 100

In this question difference between respondents to Never and I dont buy Bisleri is that Never respondents prefer to buy Bisleri but nobody visits them and later dont buy Bisler at all. In Market A 25% shops are daily visited by dealer on the other hand just 2% in Market B.

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 There are just less then 8% shops in Market A which are not visited but in Market B 31% shops are never visited by dealer and that is taken as a complain against supplier. Major portion of respondents in Market A have given positive response as tilt of answers is towards first, second and third option, on the other hand responses are more towards answer three, four and five. In Market B there are more then 53% of shops not visited at all by the distributer.

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14.What is your monthly consumption of Bisleri?(no. of cartons) YOUR MONTHLY CONSUMPTION OF BISLERI? 0-25 25-50 50-100 100-150 150 & above Total Frequenc y 65 17 6 10 2 100 65.06 16.87 6.02 9.63 2.41 100 Percentage

It can be clearly seen from both the markets that maximum shops selling mineral water cannot sell more then 0- 25 cartons in month.
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 Biggest customers who fall in category of above 150 cartons have capacity of selling 150 to 450 cartons, hence they themselves cover up for companies other 60%-70% customers. In Market B company doesnt have any above 100 cartons customers.

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Chapter 6

FINDINGS AND SUGGESTIONS AND CONCLUSION

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FINDINGS All these findings are based on my continues interaction with retailers and anlysis of data collected by me. Restailers in Shimoga believe that water is just water and it does not make difference fom whom they buy it from. Retailers in Shimoga mostly believe in what are the margins provided to them by the companies. Most positive aspect of Bisleri in market is that people believe that Bisleri is a best quality packaged water in market. Apart from all the issues overall Bisleri stil holds it positin as a Market leader. Bisleri is a highest priced product in the market, and market customers are daily walk inns ; hence they are not ready to always pay more then 12 rupees for a 1ltr bottle which sells most. Companies like aquafina and kinley are providing free product to the shopkeepers with purchase of there colas, which is bringing down the sales in many areas. 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 Bisleri cause usually a customer asks for cold water. Distributers in Shimoga are very reluctant to change. Distributers just dont visit any other shops except those which regularly buy from them in other words they just dont move away from there set routes.

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 As Shimoga 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. There were lots of complains in Market B of suppliers, many of retailers responded that Bisleri people doesnt visit at all. Retailers in Shimoga are in habit of not asking for bills and suppliers too dont provide bills on regular bases on there own. Suggestions Tries to give retailers good margin so they feel it more profitable to sell our product more than the competitors. Tries to provide small refrigerator to the big retailers as you competitors done so that they can provide chilled water to the consumers because your competitors do not allow the to keep you product in there refrigerator and because of these reasons some time retailers hesitate to keep your product. The company should take care of the demands of distributor such as providing extra cartons (as some cartons are destroyed during loading and unloading activities), promotional materials etc. The company should increase its tie-ups with major fast food retail outlets and leading chain of restaurants and Hotel in order to boost sales Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product. Awareness programs at health club, schools & Nursing homes. To win over the consumer belief and faith over the genuity of the product.

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 Display of hot and cold dispensers and bottles at places like hotels, clubs and airports where upper class group visits, as they are the potential customers. Place like departmental stores, petrol pumps and super bazaars can also be considered. The company should organize camps at various part of the city also road show to bring about the difference between mineral water and filter/purified water and to tell the people how mineral water is more hygienic than filtered water/purified water.

To aware people the cost benefit analysis to the customer of how the mineral water would not less and benefit more, because people using purifier system cost too much.

First of all Shimoga is not a small city, company just have 3 sales man, Bisleri needs to make atleast a team of 5 salesman to cover whole Shimoga to keep a good check on secondary sales of company. Bisleri needs to regularly come up with certain attractive schemes so that it can compete with its giant competitors like Pepsi and Coke.

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Conclusion The players who will endure will be those who have a strong regional presence. Take the case of Team, which enjoys immense popularity in Tamil Nadu. Similar brands with a regional presence are Siruvani, and Koday. Thus, new players will be looking for a distinct positioning. One such brand is Bisleri, the largest selling bottled water brand in the US. After its successful test launch in Mumbai and Bangalore, Bisleri was released in Chennai, Ahmedabad, Vadodara, and Pune. Parle Agro has invested over Rs.5 crore in the new Bisleri water project in Maharashtra. Moreover, Bisleri will be served absolutely chilled. That makes sense too, since surveys have indicated that an overwhelming majority of the bottled water that is consumed in India is by people who are traveling. With the big players, who have the support of the financial muscle and a large consumer base in other categories with them, like Pepsi, Kingfisher, Nestle and Coke the battle is the tougher arena of brand building. All the multinationals are looking at high-octane advertising targeting specific consumer segments. Sensing troubled waters ahead, Bisleri is busy working on a strategy to soak up the competition and protect his water kingdom.

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ANNEXURE

QUESTIONNAIRE Dear Sir / Madam, As a student of BBM, ATNCC, Shimoga, I am doing a project on MARKETING OF BISLERI WATER a case study of Swastik Agency Shimoga. I will be grateful for the valuable inputs you give to the following questions. Your responses shall be kept completely confidential, will be merged with other responses and used only for statistical purposes. Yours Aishwarya .C NAME: __________________________________________ Shop Name: ______________________________________ PHONE NUMBER: ________________________________ 1. Do you prefer packaged drinking water? YES [ ] NO [ ] 2. Are you aware of the following brands in packaged drinking water? BISLERI [ ] KINLEY [ ] AQUAFINA [ ] OTHERS [ ] 3. Which brand of packaged drinking water does customer often ask ? BISLERI [ ] KINLEY [ ]

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AQUAFINA OTHERS or LOCAL

[ ] [ ]

4. Do you think packaged drinking water has a seasonality effect? YES [ ] NO [ ] 5. Please scale your satisfaction level for the brand youre using on the basis of the following: Price: Brand Name Very Satisfied Satisfied Dissatisfied Uncertain Bisleri Kinley Aquafina Others 6. Quality: Brand Name Very Satisfied Satisfied Dissatisfied Uncertain Bisleri Kinley Aquafina Others 7. Service: Brand Name Bisleri Kinley Aquafina Others

Very Satisfied

Satisfied

Dissatisfied Uncertain

8. Packaging: Brand Name Very Satisfied Bisleri Kinley Aquafina Others

Satisfied

Dissatisfied

Uncertain

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9. What factors can change the brand preference of the customer? Q-Quality P-Price S-Service PK-Packaging Q&P Q&S P S Packaging

10.As a retailer what matters you most?

Profit Margin Quality of Water Service of Company Packaging

[ ] [ ] [ ] [ ]

11.On which brand do you get more margins?

Bisleri Aquafina Kinley Others

[ ] [ ] [ ] [ ]

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12. Do you feel there is growth in the mineral water market in the last 5 years?

Yes No

[ ] [ ]

13.If answer to above question is yes, then what do you think is the reason for this growth? Increase in Health consciousness of people Increase in Advertisements Scarcity of drinking water Others 14. What is the future prospect of this market?

Excellent Good Average Poor

[ ] [ ] [ ] [ ]

15. How do you rate Bisleri as compared to other brands? Very Good Good Standard Bad 16.Are you satisfied with Bisleris awareness programme, sales campaign, and advertisements? YES NO DONT KNOW
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17.If you have any problem with the service then what would you do? RESOLVE IT CHANGE THE BRAND GIVE A CHANCE 18.Any suggestion to improve the marketing of Bisleri product ___________________________________________ Date: Signature

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BIBLIOGRAPHY BOOKS & JOURNALS Kotler Philip, Marketing Management New Delhi, Prentice Hall of India Britannica Encyclopedia
Mr. Hari Sundar, Indian Packaged drinking water industry,

Advertising Express page no-55 Francis Buttle, Customer Relationship Management OTHERS Internet Magazines INTERNET

www.finewaters.com www.indiaresource.org www.fosters.com www.bottledwaterindia.org

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