PROMOTION

OF BISLERI
AT RETAIL
AND
INSTITUTIO

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NAL
OUTLETS

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SrN

INDEX

PAGE
NO

INTRODUCTION

LITREATURE REVIEW

COMPANY PROFILE

RESEARCH METHODOLOGY

DATA ANALYSIS AND INTERPRETRATION

FINDINGS

SUGGESTION

LIMITATION

CONCLUSION

10
11

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BIBLIOGRAPHY
QUESTIONARE

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INTRODUCTION
If it looks at the marketing mix (the 4Ps), the promotion is the
only P in the marketing mix which deliberately communicates
benefits of the product and all the offerings of the firm to the
target markets. Promotions help marketers to communicate
information to potential customers. This information could be
about products existence, value and benefits offered by the
product.

Effective

promotions

prove

helpful

in

product

differentiation and also help to counter competition.

This research is based on the topic Promotion of bisleri at retail
outlets and institutional outlets in Nanded. The environment of
marketing has become dynamic and turbulent. Companies
need to collect information about customers likes and dislikes.
Once the organization collects the information they need to
analyze it and prepare new strategies to complete their
competitors. As customers taste and preference of customer
are changing so that they can device a new products and
services accordingly

or

to

develop their

promotion

and

distribution strategies in the line with customers preference.

COMPETITIVE ANALYSIS:
Marketing should include competitor analysis.
Who are your competitors?
What customer needs and preferences are you competing
to meet?
What are the similarities and differences between their
product/services and yours?

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 What are the strengths and weakness of each of their

products and services?
How do their price compare to yours?
How are they doing overall?
How are you uniquely suited to compete with them?
Every company has to look out his to his promotion activities
for the development and expansion of the company. Now a day
the competition is playing a key role and with this regard the
companies have to make its promotional as effective as
possible to counter the competitors.
The basic reason for selecting the topic is to know the
promotion opportunities for the bisleri packaged drinking water
in Nanded. This research helps to know the retailers responses
about BISLERI drinking water and services and new ways to
serve the customer through consistent and valuable service to
satisfy them.
The report is based on the study of market Promotion of bisleri
at retail and institutional outlets. The main motto of the study
of promotion activities that it helps to understand the current
as well as future promotion opportunities in the market. Study
is also helpful for expansion of bisleri products the market in
future.

It

is

necessary

to

understand

the

promotion

opportunities and taking them into consideration and increases

the market share in order for expansion of business. Study of
the market potential is most important for every company. To
promote the products of the company and to understand the
changing preferences of dealers and retailers.
.

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LITREATURE REVIEW
CONCEPT OF PROMOTION ACTIVITIES:
Promotion

is

one

of

the marketing

mix elements.

The

specification of five promotional mix or promotional plan. These

elements

are

personal

selling,

advertising,

sales

promotion, direct marketing, and publicity. A promotional mix

specifies how much attention to pay to each of the five
subcategories, and how much money to budget for each. A
promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation
of brand

equity, positioning,

competitive

retaliations,

or

creation of a corporate image. Fundamentally, however there

are three basic objectives of promotion. These are
1. To present information to consumers as well as others.
2. To increase demand.
3. To differentiate a product.
There are different ways to promote a product in different areas
of media. Promoters use internet advertisement, special
events, endorsements, and newspapers to advertise their
product. Many times with the purchase of a product there is an
incentive like discounts, free items, or a contest. This is to
increase the sales of a given product.

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Every company does the promotion for the products and

services produced by them. The promotional activities are not
only bound to business but also government, institutions and
other many organizations.

Research papers:

PROMOTION OF MINERAL WATER- BISLERI

This paper was submitted to Bisleri International Pvt. Ltd. In

2007 in Mumbai. In this paper the company had surveyed
about the promotional activities with the customers perception
in packaging, price and the other factors which affect allot to
the product.

PROJECT REPORT ON EXPORT PROMOTIONOF

POMEGRANATE FROM INDIA

This research was done by agriculture finance corporation ltd.

Submitted to Govt. of INDIA, UNCTAD and DFID (UK) in 2007.
The purpose of research is to the initiative by APEDA for
preparation of project report on Pomegranate export promotion
from Maharashtra is a welcome step in achieving the said
objectives.

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IMPACT

OF

SALES

PROMOTION

ON

ORGANIZATIONS PROFITABLITY & CONSUMERS

PERCEPTION IN PAKISTAN
This paper was submitted by Syeda Nazish, Zehra Rizvi, Sadia
Malik to INTERDISCIPLINARY JOURNAL OF CONTEMPORARY
RESEARCH IN BUSINESS and it focus on Impact of Sales
Promotion

on

Organizations

Profitability

and

Consumers

Perception in Pakistan. The study is aimed at finding the

relationship

among

sales

promotion

strategies

and

the

profitability of the firms along with the perception about sales

promotion of the consumers and its relationship with the brand
loyalty of that particular brand or company.

COMPANY PROFILE
Bisleri International Pvt. Ltd., was originally Italian Company
Created by Felice Bisleri, who first brought the idea of selling
bottled water in India. Bisleri was Firstly introduced in Mumbai
in glass bottles in two varieties-bubbly & still in 1965. Parle
bought over Bisleri (India) Ltd. In 1969. And started bottling
water in glass bottle under the brand name Bisleri. Later Parle
switched over to PVC non returnable Bottles & finally advanced
to

PET

containers.

In

1995

RAMESH

CHAUHAN

started

expanding Bisleri operations. In 2003 Bisleri announced its

venture to Europe. After that Ramesh Chuhan sold his stake to
wakharikar & sons, but all operations are under Ramesh
Chauhan.

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A brand that pioneered the concept of mineral water, bottled

with its distinct green. Label, Bisleri, today, is a household
name. Powered by 17 owned plants, 33 co-Packers, 11
franchisees and a wide distribution and retail network pan
India, Bisleri is at the centre of the Aqua Green Revolution.
The mainstream competition is in the form of coca-cola India
Kinley, Aquafina from Pepsi foods and nestle India pure. Bisleri
continues to lead in the Rs 700-1,000cr organized, packaged
water market with an estimated 40 per cent market Share,
followed by Kinley at 28 per cent and Aquafina with an 11 per
cent share. In Terms of volumes, the North and West remain
Bisleris biggest performing markets, despite the brands
sustained national-level presence. Company is manufacturer
and sole distributor of various Packaged Drinking Water SKUs
250 ml, 500 ml, 1liter, 1.2 liter, 2 liter, 5 liter, 20 liter & Bisleri
Soda. Company is also going to launch new SKUs in
compliance to the demand of customers in the market
.Company has a 4 manufacturing unit in pune for production of
Bisleri brand packaged drinking water in association with CoPacker

Besides

these,

company

is

thinking

for

New

Manufacturing Unit in Nanded for the fulfillment of the

Customer demand.

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VISION OF ORGNISATION:
The Aqua Green Revolution began with an ambitious dream:
An India in which every person has uninterrupted access to
scientifically purified and fortified drinking water, irrespective of
geographical barriers or economic limitations.

MISION OF ORGNISATION:
The Aqua Green Revolution urges us to innovate continuously,
to provide every Indian access to scientifically purified and
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fortified drinking water that is readily available and easily

affordable; and to support initiatives that rejuvenate the Earths
natural sources of pristine drinking water.

VALUES:
Trust: Build trust in every single individual who interacts with
the brand.
Innovation: Approach innovation not as a can-do, but as a
must-do.
Seamlessness: Integrate smaller goals seamlessly to achieve
the larger objective.
Commitment: Sow the seeds of commitment at every step
towards the goal.

TEAM BISLERI:
At the forefront of the Aqua Green Revolution is, a team that
builds itself around a Vision, a Mission and Values.
Team Bisleri, guided by the vision and energy of Mr. Ramesh
Chauhan, is shaping the Aqua Green Revolution into a
movement that will transform the lives of millions.

Variety of packages:
Bottled water is sold in a variety of packages: pouches and glasses,
330 ml bottles, 500 ml bottles, one- liter bottles and even 20- to 50litre bulk water packs. The formal bottled water business in India can
be divided broadly into three segments interms of cost: premium

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natural mineral water, natural mineral water and packaged drinking

water. Premium natural mineral water includes brands such as Evian,
San Pelligrino and Perrier, which are imported and priced between
Rs.80 and Rs.110 a liter. Natural mineral water, with brands such as
Himalayan and Catch, is priced around Rs.40 a litre. Packaged drinking
water, which is nothing but treated water, is the biggest segment and
includes brands such as Parle, Bisleri, Coca-Colas Kinley and PepsiCos
Aquafina. They are priced in the range of Rs.12-16 a liter. The FDA also
classifies some bottled water according to its origin.
How is bottle water different from tap water? Consistent quality and
taste are two of the principal differences between bottled water and
tap water. While bottled water originates from protected sources largely from underground aquifers and springs - tap water comes
mostly from rivers and lakes.
contaminants

Competition:
The bottled water industry has two other industries as its biggest
competitors in from of Water purifiers industry and the soft drinks
industry. Though the water purifier industry should be credited to have
done the spadework, for setting up the foundation of bottled water
industry but still it acts as competitors especially in the household and
institutional consumption market. So the water purifier is a strong
competitor in household and institutional market the soft drinks market
is a strong rather very strong competitor in the retail consumption
market. Bottled water became a product in the West during the 1920s
and developed rapidly. Huge market size, numerous local brands and
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controlled price mechanism are some of the features of the market

there. Consumers in the West are quality conscious and display brand
loyalty. Indian consumers lack on both the counts.

Types of Bottled Water

There are several different varieties of bottled water. The product may
be labelled as bottled water, drinking water or any of the following
terms.

Artesian Well Water:

Bottled water from a well that taps a confined aquifer (awater bearing
underground layer of rock or sand) in which the water level stands at
some height above the top of the aquifer.

Drinking Water:
Drinking water is another name for bottled water. Accordingly drinking
water is water that is sold for human consumption in sanitary
containers and contains no added sweeteners or chemical additives
(other than flavours, extracts or essences). It must be calorie-free and
sugar- free, Flavours, extracts or essences may be added to drinking
water, but they must
comprise less than one-percent- by weight of the final product or the
product
will be considered a soft drink.

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Mineral Water:
Bottled water containing not less than 250 parts per million total
dissolved solids may be labelled as mineral water. Mineral water is
distinguished from other types of bottled water by its constant level
and relative proportions of mineral and trace elements at the point of
emergence from the source. No mineral can be added to this product.

Purified Water:
Water that has been produced by distillation, deionization, reverse
osmosis or other suitable process can be labelled as purified bottled
water. Other suitable product names for bottled water treated by one of
the above processes may include distilled water if it is produced by
distillation, de-ionized water if the water is produced by deionization,
or reverse osmosis water if the process used is reverse osmosis.

Sparkling Water:
Water that after treatment and possible replacement with carbon
dioxide contains the same amount of carbon dioxide that it had at
emergence from the source.

Spring Water:
Bottled water derived from an underground formation from which water
flows naturally to the surface of the earth. Spring water must be
collected only at the spring or through a borehole tapping the
underground formation finding the spring.
Well Water:

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Bottled water from a hole bored drilled or otherwise constructed in the

ground, which taps the water of an aquifer.
Present Status:
Water Shortage and Health Awareness Driving Bottled Water
Consumption in India. The Indian market is estimated at about
Rs 1,000 Cr and is growing at whopping rate of 40 per cent. By
2013, it will reach Rs 5000-6000 Cr with 33 per cent market for
natural mineral water.

According to a national-level study,

there are more than 200 bottled water brands in India and
among them nearly 80 per cent are local brands. In fact,
making bottled water is today a cottage industry in the country.
Leave alone the metros, where a bottled-water manufacturer
can be found even in a one-room shop, in every medium and
small city and even some prosperous rural areas there are
bottled water manufacturers.
While India ranks in the top 10 largest bottled water consumers
in the world, its per capita per annum consumption of bottled
water is estimated to be five litres which is comparatively lower
than the global average of 24 litres. Today it is one of Indias
fastest growing industrial sectors. Between 1999 and 2004, the
Indian bottled water market grew at a compound annual growth
rate (CAGR) of 25 per cent the highest in the world. The total
annual bottled water consumption in India had tripled to 5
billion liters in 2004 from 1.5 billion liters in 1999. Global
consumption

of

bottled

water

was

nearing 300

billion

Demand of water would never go down and water

would never be out of business

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GLOBAL SCENARIO:
The worldwide business of bottled water industry is having a lot of scope
in the market. The worldwide scope of bottled water industry is a
developing industry. It has large scope for the expansion in overall world.
The overall size of bottled water industry is of $86 Billion. In India the
bottled industry is about $ 1 to 1.2 Billion.
The following countries are having per capita bottled water consumption:
Country
Mexico
Italy
UAE
Belgium-Luxembourg
Germany
France
Spain
Lebanon
Thailand
Hungary
Litres
per

person

Per capita consumption

243
187
153
148
134
132
124
121
114
111
per
year,

2010

Source: world water org.

Table 1: Estimated size of worlds bottled water industry

Distribution channel of Bisleri:

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RESEARCH
METHODOLOGY
The main aim of study is to accomplish the following objectives
1. To find out promotion opportunities for bisleri.
2. To identify most preferred promotional tool by retailers.
3. To identify most preferred brand of mineral water by retailers as well as
customers.
4. To study the opinions of the retailers about bisleri mineral water.

SCOPE OF THE STUDY:

The study was conducted in nanded city for the duration of two months.
The study is applicable to retail outlets as well as institutional outlets.
Sample size is taken 200. Respondents were randomly selected. For this
research project both the primary and secondary data are used.
The scope of the project included promotion of bisleri at retail outlets and
institutional outlets at nanded
The other following aspects were studied:
1. Retailers perception

RESEARCH METHODOLOGY:
Research is a planned and systematic investigation and analysis of factual
data to check, verify or disapprove guesses, clues and assumption. It
supplements the existing body of knowledge and widens the frontiers of
understanding.

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Edwin. B Flippo defines research as systematic and purposive

investigation of facts with the object of determining cause and effect
relationships among such facts.
Method is the scientific way of doing things to achieve the desired result.
In this particular study, the researcher has followed the scientific steps as
enumerated below:

SOURCES OF INFORMATION:
In order to get a proper flow of informational list has drawn as to from
where to get sufficient and authentic information on the subject.
For the present study, following are the sources for the study.
PRIMARY SOURCES OF DATA:
Primary data is one of important data sources as. It directly related to
research. The reliability accuracy and relevance are that advantages
associated with primary data.

Questionnaire
Personal interview
Observation
Personal discussion and interaction

SECONDARY SOURCES OF DATA:

Secondary data provides starting point for research and offers the
advantage of low cost and availability data that helps a researcher.

Annual report
Manual of the organization
Book & Project report

.
Research Design:
A research design is the arrangement of condition for collection and
analysis of data in a manner that aims to combine relevance to the

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research purpose with economy in procedure. In fact, each study has a

specific purpose.
Sample:
Sampling may be defined as the selection of some part of an aggregate or
totality on the basis of which a judgment or inference about the aggregate
or totality is made.

Sampling design:
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher
would adopt in selecting items for the sample.
Sampling Unit:
Sampling unit taken for this research was retailers.
Size of Sample:
As the survey was done in nanded so the sampling size was 200.
Sampling method:
Sampling method used in this research was Non-Random (Choice /
Convenience Method).

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DATA ANALYSIS AND INTERPRETRATION

1. What kind of packaged drinking water do you keep at store?
Brand

No. of

Percentage

respondents
Standard
Brand
160
80
Local Brand
40
20
Total
200
100
Table no.2: which type of mineral waters brand kept at store

Figure no.2
Interpretation:

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During the survey it was found that 80% retailers keeps standard brand of
mineral water at store whereas only 20% of the retailers prefer to keep
local brand. Hence the market is dominated by Standard brands of
packaged drinking water.

2. Which kind of packaged drinking water does customer ask?

Brand

No. of

Percenta

respondents

ge
88

Standard

Brand
176
Local Brand
24
12
Total
200
100
Table no.3: Which type of mineral waters brand asked by
customer?

Figure no.3
Interpretation:
In this survey it was found that 88% of the customers ask for standard
brands of packaged drinking water where only 12% of the customers ask
for local brands of it. Hence the standard brands of packaged

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drinking water have the maximum demand in the market by the

customers.

3. Which standard brand preferred by you mostly for sale?

Brand name of
mineral water
Bisleri
Kinley
Bailey
Aquafina
Oxyrich
Other
Total

No. of Percentag
respondents
66
35
10
54
18
17
200

e
33
17.5
5
27
9
8.5
100

Table no.4: Brands

preferred by
retailer for sale

Figure no.4

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Interpretation:
The retailers gives the first preference to bisleri which is at 33%, where
second preference goes to aquafina at 27%, third preference goes to
Kinley which stood at 17% where fourth and fifth goes to Oxyrich & bailey
respectively at 9% & 5% and remaining market is captured by other
brands.

4. Which criteria you follow to select brand of mineral water to sell?

No.

of

Criteria
Availability
Promotional

respondents
18

Percentage
9

Assistant
Customer

21

10.5

demand
Profit margin
Free stock rack
Total
Table no.5: Criteria

85
42.5
60
30
16
8
200
100
followed by retailers for sale

Figure no.5

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Interpretation:
The retailers follow the criteria to keep different brands of packaged
drinking water as 43% retailers goes to keep brands as per the customer
demand, where it is followed by profit margin which is at 30%, with
promotional assistant 10% of the retailers keep brands as well as on the
basis of availability and free stock rack the retailers goes to select the
mineral water brand is at 9% and 8% respectively.
5. When a Customer talk of mineral water, which brand they ask for?

Brand name of mineral

No. of

water
respondents
Percentage
Bisleri
130
65
Kinley
15
7.5
Bailey
12
6
Aquafina
25
12.5
Oxyrich
8
4
Other
10
5
Total
200
100
Table no.6: Brands asked by customers

Figure no.6
Interpretation:

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It is found that when customer asks for the brand of mineral water firstly
he only asks for bisleri, it means the bisleri has the maximum demand in
the market by the customers at 65%. The aquafina brand is asked by 13%
customers, Kinley is at 7%, bailey stood at 6%, & Oxyrich is at 4% and
remaining captured by other brands at 5%.

6. Which package has the maximum demand?

Packagi

No. of Percentag

ng
respondents
e
500 Ml
10
5
1 liter
128
64
2 liter
54
27
5 liter
8
4
Total
200
100
Table no.7: Maximum package of demand

Figure no.7
Interpretation:

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In market the packaging of 1 liter of mineral water has the maximum

demand at 64% where 2 liter of packaging is followed by 27%, 500 ml and
5 liter has the demand 5% and 4% respectively.

7. How frequently do you place an order of mineral water?

Product name

Daily

Twice a

Weekl

Twice

Monthl

week

Total

mont
h
Bisleri
Aquafina
Kinley
Bailey

80
100
60

56
28
48
23

28
32
30
25

24
22
40
20

12
18
22
32

200
200
200
200

53
90

67
32

30
21

40
54

10
3

200
200

100
Oxyrich
Other

Table no.8: Frequently order placed by retailers

Figure no.8
Interpretation:
For bisleri 80 retailers place daily order, 56 prefers twice a week, 28 feel
to order once a week, 24 place twice a month and remaining 12 place the
order monthly.

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Aquafina is having 100 retailers who place its order on daily basis, 28
prefers to twice a week, 32 prefers to place order weekly, 18 retailers
place orders monthly.
Kinley is having only 60 retailers who place their orders daily, 48 place
twice a week, 30 of them prefers to once a week, 40 retailers prefers to
twice a month and 22 retailers prefer to place monthly.
As aquafina bailey is also having 100 retailers who places daily orders,
only 23 of them prefers to twice a week, 25 prefers to weekly, 20 of them
place twice a month and 32 retailers place a monthly orders which is
highest number of retailers in all mineral water.
8. What is your opinion towards bisleri products?
No. of

Percenta

Opinion
respondents
ge
Excellent
86
Very good
41
Good
27
Satisfacto

43
20.5
13.5

ry
21
10.5
Poor
25
12.5
Total
200
100
Table no.9: Retailers opinion towards bisleri

Figure no.9
Interpretation:

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The 43% of the retailers said bisleri is an excellent brand, 20.5% of

retailers rated bisleri with very good, 13.5% retailers stood with good
rating and13% said it is poor brand. Hence it is said that the 70 % of
the retailers said bisleri is good brand or more than good.

9. According to you what is customer perception towards bisleri?

Opinion
Excellen
t
Very

No. of

Percenta

respondents

ge
93

46.5

good
45
22.5
Good
20
10
Fair
30
15
Poor
12
6
Total
200
100
Table no.10: Customer opinion towards bisleri

Figure no.10
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Interpretation:
Where the same opinion asked for customers where 46% of the customers
said it is an excellent brand, where 23% said to be very good and 10%
firm with good ratings. Hence it is proved that the bisleri has near to
80% of customers who says it is good or more than it.

10. Do you think the promotions and advertising campaigns done by

company are sufficient?
No. of
Opinion
Yes
No
Can't

respondents
110
75

Percentage
55
37.5

say
15
7.5
Total
200
100
Table no.11: Retailers opinion towards advertising & promotion

Figure no.11

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Interpretation:
The retailers were asked for the promotional activities done by bisleri
where 55% of the retailers are saying it is sufficient where 37% of the
retailers are saying no and the remaining are not able say anything.

11. Does customer purchases the products anything with the influence of
promotion activities?
No. of
Opinion
Always
Sometim

respondents Percentage
96
48

es
56
28
Never
48
24
Total
200
100
Table no.12: Influence of promotion activities

Figure no.12
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Interpretation:
The retailers been asked for influence of promotion activities on
customers where the customer always purchases mineral water is at 48%.
The customer sometimes purchases is

at 28% and remaining is never

stood at 24%.

12. According to you on what customer prefer to purchase mineral water?

Preferenc

No. of

Percentag

e
respondents
e
Brand
126
Availabilit
y
Price
Packagin

49
11

63
24.5
5.5

g
14
7
Total
200
100
Table no.13: Customer preference to purchase mineral water

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Figure no.13
Interpretation:
The retailers purchase the mineral with the brand name is at 63%. Where
24% of the retailers purchase with the availability criteria. The remaining
retailers purchases mineral water for price & packaging of bottles which
are 6% and 7% respectively.

13. What type of promotional activity attracts more to customer and is

required by company?
Promotional
activity
Advertisements
Road shows
Gift lucky draws
Information

No. of
respondents
104
12
68

Percentage
52
6
34

leaflet
16
8
Total
200
100
Table no.14: Promotional activity which attracts more to customer

Figure no.14
Interpretation:

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The 52% of the retailers agreed for the advertisement by any visual or
non visual is necessary to attract customers where 34% of the retailers
said the gift lucky coupon attracts more to customers. Where the road
shows and information leaflet is stood at 7% and road shows are at 6%
only.

14. Are you satisfied with the schemes and discounts were offered to you
by company?
No. of
Opinion
Strongly

respondents

Percentage

agree
Agree
Neutral
Disagree
Strongly

50
36
34
47

25
18
17
23.5

disagree
33
16.5
Total
200
100
Table no.15: Satisfaction of retailers for schemes & discount

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Figure no.15
Interpretation:
25% of the retailers were strongly agreed with the schemes & discounts,
where 18% are agree, 17% retailers were has a neutral opinion. 23% of
the retailers were disagreeing and 17% strongly disagree. Hence the
retailers are not happy with the schemes & discounts provided by
company.

15. According to you, Where should be the promotional activities can be

effective and more attractive?
No. of
Places
Shopping

respondents

Percentage

malls
24
12
Internet
36
18
Retail outlets
106
53
Others
34
17
Total
200
100
Table no.17: Effectiveness of promotional activity

Figure no.17
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Interpretation:
53% of the retailers were saying that the promotional activities would be
more effective at retail stores where 12% says it would be effective at
shopping malls, 18% says it be effective at internet where remaining 17%
retailers says other places would lead to more effective.

16. Does the brand ambassador create a more value to the product?
Opinion
Yes
No
Can't

No. of respondents Percentage

106
53
43
21.5

say
51
25.5
Total
200
100
Table no.24: Value creation of brand ambassador for bisleri

Figure no.24
Interpretation:

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53% of retailers are firm with value creation of brand ambassador for
product, 21% dont think as like it and the remaining cant say anything

FINDINGS
To succeed in todays competitive market place; companies must be
consumer centric, winning consumer from competitors and retain them by
delivering greater value. But before it reach to consumers, company first
must understand that how Bisleri drinking water we make Available for
them as more as possible. This can be done by understanding needs &
wants of retailers & distributor.
After administering questionnaire to retailers in nanded region and subsequent
tabulation analysis, this project has come up with the following important
findings:
1) In nanded Maximum (80%) of the retailers keeps the standard brands in their
outlets.

2) Maximum (88%) of the consumers ask for the standard brands of

packaged drinking water
3) Few retailers (17%) prefers to keep Kinley and

very few retailers

prefers to keep Oxyrich (9%), Bailey(5%) and other brands stood at 9%

4)Most of the Retailers (43%) always try to keep the brands of packaged drinking
water customer demand.
5) Few of the retailers (30%) prefer to purchase of mineral water on the basis of
profit margin offered by company.

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6)The retailers asked for the opinion of the customers preference for
brand where most of the retailers (65%) is bisleri, few (13%) of the
customers go with Aquafina. Where Kinley (7%), Bailey (6%), Oxyrich (4%)
and other brands were at only 5%.
7)1 litre package of bisleri has the maximum (64%) demand in the market.
2 litre of package has much (27%) demand in market where 5 litre and
500 Ml package has a very few demand in the market 4% and 5%
respectively.
8)Aquafina and Bailey have the highest retailers (100) to place daily order
where only 18 retailers prefers to place monthly order.
9)Most of the retailers (44%) asks for schemes as promotional tool, few of
them asks for refrigerator, very few of them bottle stand (16%) and
Advertising material (10.5%) also asked by retailers.
10)Profit margin (33.5%) is most important factor for purchasing decision,
few of them asks for regular supply (25.5%) and high demand also plays a
vital role.
11)Most of the retailers (48%) strongly agree with high margin less
promotion.
12)53% of the retailers say brand ambassador influence to the value to
product.

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SUGGESTION
1. The company should take more efforts to increase the brand
preference by the retailers
2. Customer demand and profit margin are most important factors which
are to be more concentrated.
3. As the company should try to increase its daily orders by retailers
where the daily orders can increase the order amount.
4. The company should take more initiaves for increasing the brand
5.

image of the product.

The promotion and advertising campaigns must be increased by the

company.
6. The company should increase its promotion activities as only 52% of
the retailers think it is sufficient.
7. The influence of promotion activities on purchase decision is not as
effective as needed to be increased.
8. Bisleri has a good brand image in the market so brand image is to be
reviewed.

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9. The new innovative advertisement and promotion techniques should be

find out by the company to promote the brand image.
10. The profit margins and discounts should be increased to a level of
mark so the retailers will satisfy with it.
11. The retailers are not getting the benefits of the promotional activity
so the promotional activities are to be designed with the benefits of the
retailers and company.
12. The advertisement and other promotional activity will be done at
the retail outlets as per the customer demand.
13. Pre and post promotional effect will be influenced to the retailers.
14. . The company should increase discounts and schemes to the
retailers

LIMITATIONS
The project was subject to the following limitations:
1) Even after taking an appointment from retailer, some retailers
tend to give first preference to their other work then if they had
time they respond.
2) Some big retailers give appointment only after repeated visits
3) Any past conflicts with retailer of company will affect the
respondent`s opinion.
4) In-depth study could not be carried out due to Time limitation.
5) The perfect conclusion cannot be drawn by surveying limited
outlets i.e. the results cannot be generalized.

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6) It had to solely rely on the information given by retailers. Thus

affecting the accuracy.

CONCLUSION
Bisleri provides a quality product and services than others. But the price is
a little bit higher than other competitors of same field and the consumers
are basically price sensitive. Bisleri should take products aggressively
particularly in packaging drinking water segment. Bisleri is not doing that
kind of promotions that Aquafina/Kinley is doing.
The perception which retailers bear in regards to the packaging drinking
water product is based on two parameters brand and price. The retailers
though find Bisleri satisfactory but when price & service come, the
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products become the second preference. The perception of consumers

about the product varies as per their lifestyle and income etc. therefore
the perception needs to be changed by employing suitable strategies.
In the Project duration of two months I learnt the practical process of a
market research and in certain cases the retailers perception. There was
a lot of positive as well as negative feedback from the retailers which will
help the company to enhance their product. Secondly form the companys
side a full demonstration of the product was given and hence which
helped me in answering the respondents queries about the pipes correctly.
Thus, finally it can be concluded with substantial confidence that the
project was successful in achieving its primary and secondary objectives
even within the limitations mentioned time and again in this report.

BIBILIOGRAPHY
C.R.KOTHARI:

Research

Methodology

second

revised

edition [page 1 to 20]

Kotler, P., Kellar, Koshy, Jha, Marketing Management,
(13th Edition) Pearson One

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Publication

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 Sarwate Dilip M, How to prepare for a summer project,

(5th Edition)
References
http://www.wikipedia.com
http://www.google.com,
http://www.Bisleri.com

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