SUMMER INTERNSHIP PROJECT REPORT ON

MARKET ANALYSIS OF BRIJEEL AQUA ACROSS INDUSTRIES

SUBMITTED BY
MANVEEN KAUR
ROLL NO. : 24
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
PGDM RETAIL MANAGEMENT (2015-2017)
UNDER THE GUIDANCE OF
DR. VANDANA T. KHANNA
K.J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND
RESEARCH

MARKET ANALYSIS OF BRIJEEL AQUA ACROSS INDUSTRIES

BY
MANVEEN KAUR
24
UNDER THE GUIDANCE OF

ADITI ULLAL

DR. VANDANA T. KHANNA

MARKETING MANAGER
RETAIL MANAGEMENT

PROGRAM COORDINATOR-

MARKETING

KJ SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

DECLARATION

I hereby declare, to the best of my knowledge and ability that my work on the Summer
Internship Project title MARKET ANALYSIS OF BRIJEEL AQUA ACROSS
INDUSTRIES is a genuine research work undertaken by me. It has not been published
anywhere earlier and is prepared after completion of the Summer Internship Program with
BRIJEEL AQUA. In addition to this, as some of the results are confidential in nature, detail
analysis of the same is not included in this report.

MANVEEN KAUR
ROLL NO. 24

CERTIFICATE FROM SUMMER PROJECT GUIDES

THIS IS TO CERTIFY THAT MANVEEN KAUR, A STUDENT OF THE RETAIL MANAGEMENT AT KJ

SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH, HAS WORKED UNDER OUR
GUIDANCE AND SUPERVISION. THIS SUMMER PROJECT REPORT TITLE MARKET ANALYSIS OF
BRIJJEEL AQUA ACROSS INDUSTRIES HAS THE REQUISITE STANDANRD AND TO THE BEST OF
OUR KNOWLEDGE HAS NO PART OF IT BEEN REPRODUCED FROM ANY OTHER SUMMER
PROJECT, MONOGRAPH, REPORT OR BOOK.

FACULTY GUIDE

CORPORATE GUIDE

DR. VANDANA T. KHANNA

ADITI ULLAL

PROGRAM COORDINATOR-RETAIL MANAGEMENT

MARKETING MANAGER

KJ SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

BRIJEEL AQUA

CERTIFICATE FROM THE COMPANY

TABLE OF CONTENTS

CHAPTER

TOPIC

PAGE NO.

1.

INTRODUCTION

7-20

1.1

COMPANY PROFILE

14-16

1.2

PROCESS AND
DISTRIBUTION NETWORK

17-19

1.3

PLANT LAYOUT

20

21-32

2.2

OBJECTIVES,
METHODOLOGY AND
WHAT WE DO
SEGMENTATION,
TARGETING AN
POSITIONING
PERCEPTUAL MAPPING

2.3

THE 4 Ps

27

2.4

PORTERS FIVE FORCES

ANALYSIS

28-29

2.5

MAJOR FINDINGS

30-32

QUANTITATIVE ANALYSIS

33-41

3.1

SURVEY FINDINGS

36-41

COMPETITVE ANALYSIS

42-47

4.1

43-44

4.2

COMPETITIVE
ENVIRONMENT AND
CHALLENGES
CURRENT SCENARIO

4.3

OPPORTUNITIES

46-47

5.

RECOMMENDATIONS

48

6.

APPENDICES (1-4)

49-51

2.1

25

26

45

INTRODUCTION
GLOBAL WATER INDUSTRY
Thirty years ago the concept of packaged drinking water barely existed.
Nowadays the product forms an essential business by its stable and still growing
market locally and globally. Packaged drinking water can be described as any
product, including natural spring or well water, taken from municipal or private
utility systems or other water, distilled water or any of the foregoing to which
chemicals may be added and which are put into sealed bottles, packages or
other containers, to be sold for domestic consumption or culinary use. In 2013
the global packaged drinking water market is forecast to have a value of $94.2
billion, an increase of 41% since 2007. This increasing trend reveals that the
product meets the demand of countless consumers.

HISTORY OF BOTTLED WATER INDUSTRY

The earliest bottled water company was founded in the United States in the
middle of the 19th century. In 1845, the Ricker family of Maine bottled and sold
water from a so far unidentified source. Their small operation quickly grew;
capitalizing on the springs supposed medicinal properties, eventually became
the Poland Springs water company. Mirroring the Ricker success, in 1905, the
Ozarka Spring Water Company was founded in Eureka Springs, Arkansas. Since
then, bottled water landscape has expanded tremendously. This expansion has
come mostly recently, and it seems to be the acceleration of a slowly expanding
industry. Between the early part of the 20th century and its end, there was little
activity in the bottled water industry. Bottling companies eventually formed their
own lobbing group in 1950 in order to promote their product, and have only been
recently successful. Now, there are hundreds of companies and thousands of
brand names of bottled water, and worldwide consumption is in the billions of
dollars. Currently, both the Ozarka and Poland Spring brands are owned by
Nestl, and are part of Nestls seventy-five US water brands. 2 It was in the
early 19th century, when the market showed a noticeable change in Europe and
captured a great part of the beverage market share. The real boost of bottled
water commenced in 1968 when the French company Vittel revolutionarily
launched the first plastic bottled water- aimed for general public consumption.
With France and Germany on top with their highest sales in volume, Europe
became an established and leading market.3 Bottlers marketed the product to
consumers as safer, healthier, refreshing, more reliable and above all, better
than other soft drinks. Moreover, consumers had become more health conscious
and in some parts of the world tap water was unavailable or unsafe. These
drivers were the beginning of a booming global bottled water market.

PURIFYING AND TREATING WATER

People want drinking water that is free of bacteria, sparkling and without an
objectionable take or odour. Water in its natural state seldom has these qualities.
So, after water is drawn from source, it is piped into a treatment plant. The plant
put the water through one or several process, depending on the quality of the
7

untreated water, and the citys standards. Many cities use three levels of
processing which are:
i
ii
iii

Coagulation and setting

ii. Filtrations
iii. Disinfection

GLOBAL BOTTLED WATER MARKET

Bottled water represents a key segment of the global beverage market. Market
stimulants for bottled water include rising population, consumer spending
patterns, lifestyle trends, and growing levels of health consciousness, among
others. Bottled water is also gaining prominence due to growing consumer
concerns about fitness, water quality and health. The major challenge for most
companies is product innovation and differentiation of water. Bottled water is
mostly sold in plastic containers ranging from small eight ounce or half litre
containers to multi-gallon bottles. Globally, bottled water industry is estimated to
use about 2.7 million tons of plastics each year, for the vast majority of water
bottles in the shape of polyethylene terephthalate (PET)
REGION
NORTH
AMERICA
ASIA
EUROPE
SOUTH
AMERICA
AFRICA/MIDE
AST
TOTAL

2005
30.2

2006
30.7

2007
31.2

2008
30.8

2009
30.3

2010
29.8

22.9
34.3
9.1

23.6
33.5
8.8

24.9
31.3
9.2

26.3
30.1
9.4

27.1
28.9
10.2

28.5
28.1
10.1

3.5

3.4

3.4

3.5

3.5

3.5

100

100

100

100

100

100

Source: Global bottled water market www.ausfoodnews.com.au/

It is inferred from Table -3.1 that in 2010 North America played the major role in
consumption share of consumption by region on global bottled water market at
29 per cent. By Asia at 28.5 per cent, Europe at 28.1 per cent, South America by

10.1 per cent and followed by Africa/Mideast /Oceania by 3.5 per cent.

SHARE OF BOTTLED WATER VOLUME BY REGION, 2010

0.14
0.28

0.3
0.28

EUROPE

ASIA

NORTH AMERICA

ALL OTHERS

Source: Palmer (2010) Bottled water industry gets boost from developing
industry, www.ausfoodnews.com.au/

MARKET GROWTH
After several leading years, the European and North American market
deteriorated to some extent over the last years. The report of Asia boosts global
bottled water market that these markets showed a decrease in growth in 2008
and 2009 because of two main reasons. Firstly because of the global recession
(consumers are switching to less expensive options such as tap water), and
secondly because of concerns about the impact of bottled water on the
environment. It can be concluded that bottled water is an extra commodity for
many consumers in these countries since financial concerns play a crucial role.
China has boosted the regional and indeed the global market. The rapidly
growing economy of China can be seen as the main driver of this growth. The
global market increased by approximately two per cent in 2009. This is a
slowdown in comparison to previous years, but it also expresses that the bottled
water category can maintain growth in even the most challenging times of
trading environments.

MARKET VALUE
The value of the global bottled water market increased obviously parallel to the
consumption. In 2012 the global bottled water market is forecast to have a value
of $94.2 billion, an increase of 41 per cent since 2007. Despite the decline in
growth last year, consultants expect every region of the market to post growth in
2012.
9

GLOBAL BOTTLED WATER MARKET VALUE (2005-09)

90000

81700

80000

74700
66700

70000
60000

56900

60900

50000
40000
30000
20000
10000
0

2005

2006

2007

2008

2009

Column2

TYPES OF BOTTLED DRINKING WATER

1. Spring Water is 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 feeding the spring. Spring water collected with the use of an
external force must be from the same underground stratum as the spring, must have all the physical
properties before treatment, and must be of the same composition and quality as the water that flows
naturally to the surface of the earth.
2. Purified Water is water that has been produced by distillation, deionization, reverse osmosis, or
other suitable processes while meeting the definition of purified water in the United States
Pharmacopoeia. Other suitable product names for bottled water treated by one of the above
processes include "distilled water" if it is produced by distillation, "deionized water" if it is produced by
deionization, or "reverse osmosis water" if the process used is reverse osmosis. Alternatively,
"drinking water" can be used with one of the purifying terms defined above (e.g., "purified drinking
water" or "distilled drinking water").
3. Mineral Water is natural water containing not less than 250 parts per million total dissolved solids.
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 minerals can
be added to this product.
4. Sparkling Bottled Water is water that, after treatment and possible replacement with carbon
dioxide, contains the same amount of carbon dioxide that it had as it emerged from the source.
Sparkling bottled waters may be labeled as "sparkling drinking water," "sparkling mineral water,"
"sparkling spring water," etc.
5. Artesian Water/Artesian Well Water is water from a well that taps a confined aquifer (a waterbearing underground layer of rock or sand) in which the water level stands at some height above the
top of the aquifer.
6. Well Water is water from a hole bored, drilled, or otherwise constructed in the ground, which taps
the water aquifer.

10

BOTTLED WATER INDUSTRY IN INDIA

Water shortage and health awareness driving bottled water consumption in India.
The Indian market is estimated at about Rs 1,000 crores and is growing at a
whopping rate of 40 per cent. By 2010, it will reach Rs 4,000 -5,000 crores 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 in some prosperous rural areas there are bottled water
manufacturers. India ranks in the top 10 largest bottled water consumers in the
world. There is a huge market being exploited by the packaged water industry
and several MNCs are waiting in the wings to expand into the country.
YEAR
1990-91
1991-92
1992-93
1993-94
1994-95
1995-96
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11

MILLION CASES
2.2
2.6
3.5
4.7
6.5
8.5
11.5
15.5
20
26
33
44.5
55.6
68.15
82
97
112.85
129.85
146.8
164.45
264

Source: infochangeinidia.org.indiastat.com

KEY DRIVERS FOR GROWTH OF PACKAGED DRINKING WATER

Bottled water is still not perceived as a product for masses, though the scene is
changing slowly, thanks to low pricing and aggressive marketing strategies
adopted by new entrants. Penetration in rural areas is another significant factor
that is likely to play a key role in the development of the bottled water trade. The
level of prosperity in the different regions plays a key role in the consumption of
bottled water in India. The western region accounts for 40 per cent of the market
and the eastern region just 10 per cent. However, the bottling plants are
concentrated in the southern region of the approximately 1,200 bottling water
plants in India, 600 are in Tamil Nadu. With over a thousand bottled water
producers, the Indian bottled water industry is one of the biggest in the world.
11

There are more than 200 brands, nearly 80 per cent of which are local/smallscale. Most of the small-scale producers sell non-branded products and serve
small markets (waterstocks.com). Despite the large number of small producers,
this industry is dominated by the big players - Parle Bisleri, Coca-Cola, PepsiCo,
Parle Agro, and SKN Breweries. Bottled water business in India can be divided
broadly into three segments in terms of cost: premium natural mineral water,
natural mineral water and packaged drinking water. The per capita bottled water
consumption in the country is still quite low - less than 5 litres a year as
compared to the global average of 24 litres. However, the total annual bottled
water consumption has risen rapidly in recent times. It has tripled between 1999
and 2004 from about 1.5 billion litres to 5 billion litres (waterstocks.com). While
the single largest share in the mineral water market might still belong to an
Indian brand Parles $52 million Bisleri brand has a 40 per cent share -- multinational corporations are not far behind. Nestle and Danone are vying to
purchase Bisleri, and Pepsi's Aquafina and Coke's Kinley brands have been
extremely successful in edging out many of the small and medium players due to
buy-outs and exclusive licensing deals. Kinley and Aquafina are fast catching up,
with Kinley holding 20-25 per cent of the market and Aquafina approximately 11
per cent. The rest, including the smaller players, have 20-25 per cent of the
market share. The Indian bottled water market, which has more than 250 brands,
is expected to undergo a major consolidation phase.

HISTORY OF BOTTLED WATER IN INDIA

Mineral bottled water in India under the name 'Bisleri' was first introduced in
Mumbai by Bisleri Ltd., a company of Italian origin in 1965. Mineral bottled
waters were in glass bottles in two varieties - bubbly and still in 1965. This
company was started by Signor Felice who first brought the idea of selling
bottled water in India. Parle bought over Bisleri (India) Ltd. In 1969 they started
bottling mineral water in glass bottles under the brand name 'Bisleri'. Later Parle
switched over to PVC non- returnable bottles and finally advanced to PET
containers. Since 1995 Mr.Ramesh J. Chauhan has started expanding Bisleri
operations substantially and the turnover 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, it has 8 plants and 11 franchisees all over India. Bisleri
commands a 60% market share of the organized market. Currently, Bailley has a
national presence in 5 lakh retail outlets across the country. We plan to increase
manufacturing plants for Bailley from 29 to 60, presently 40 plants are
operational and few more will be ready for operations over the next few months,
informed Nadia Chauhan, joint managing director of Parle Agro.

BOTTLED WATER MARKET IN INDIA

Bottled water industry in India has been growing steadily and is dominated by
certain brands in the market. The packaged water segment is extremely
competitive with players ramping up their packaging styles to attract a large
base of consumers in order to account for a larger share in the market. With
rising consumer concerns over health and increasing shelf spaces in the
institutional channels, the market is set to boom and exhibit huge potential for
players to increase their sales. The report begins with the market overview
section which provides a detailed description of the current and forecasted off12

trade/retail sales. The difference between packaged and mineral water as well as
different forms of distribution is also covered in this section. The section also
highlights the regional consumption of bottled water in terms of the bulk water
consumption and also the off-trade sales in various regions of India. It also
includes the import and export structure of bottled water and the brands that are
traded.

GROWTH OF BOTTLED WATER DEMAND IN INDIA

90

80

70

60

50

40

30

20

10

0
2000-01

2001-02

2002-03

2003-04

2004-05

MILLION CASES

TOP PLAYERS IN INDIA

The market leader is Bisleri International, which boasts a 40 per cent share. It is
followed by Coca- Colas Kinley (around 25%) and PepsiCos Aquafina (around
10 %). The top players in bottled water industry in India are the major
13

international giants like Coca cola, Pepsi, Nestle and noticeable presence of
national players like Mount Everest, Manikchand, Kingfisher, Mohan Meakins, SKN
Breweries, Indian Railways and so on. With increasing competition, this sector
will register a robust growth in 2010, predict industry analysts. To take on rivals
in this sector, PepsiCo India is drawing up a fresh game plan which includes
investment in capacity enhancement, packaging initiatives and below-the-line
activities to pump up volumes in the over-crowded category. Meanwhile,
swadeshi major Parle Agro is extending the manufacturing facility for Bailley from
29 to 60 plants this year. While swadeshi major Bisleri International is beefing up
its distribution, manufacturing and marketing operations. Coca-Cola India is
sharpening its focus on packaging initiatives of Kinley to woo new consumers. In
essence, the packaged water industry in India will soon witness a major tussle
between swadeshi and videshi players to gain market and mind share.
The western region accounts for 40 per cent of the market and the eastern
region just 10. However, the bottling plants are concentrated in the southern
region - of the approximately 1,200 bottling water plants in India, 600 are in
Tamil Nadu. But many region of southern India, especially Tamil Nadu, are water
starved. Top multinational players such as Coca-Cola and PepsiCo have been
trying for the past decade to capture the Indian bottled water market. Today they
have captured a significant portion of it. However, Parle Bisleri continues to hold
40 per cent of the market share. Kinley and Aquafina are fast catching up, with
Kinley holding 20-25 per cent of the market and Aquafina approximately 10 per
cent. The rest, including the smaller players, have 20-25 per cent of the market
share

COST OF PRODUCING 1 LITRE BRANDED BOTTLED DRINKING WATER

14

Rs
0.25

CAP
COST

Rs 1.50
2.50

BOTTLE
COST
Rs 0.10
TREATMENT
0.25

Rs 0.15

LABEL
Rs
CARTON
COST

Rs 0.10
0.25

TRANSPORTATION
COST
Rs
OTHERS (TAPE &
CASE)

TOTAL COST (EXCLUDING LABOUR, MARKETING AND TAX) - Rs 2.85 4.25

SELLING COST

- Rs 10 12

COMPANY PROFILE

15

OVERVIEW OF THE COMPANY:

Brijeel Aqua is a packaged drinking water company based in Mumbai. It started
its operation in the year 2001. It was then acquired by a new management in the
year
2012.
After the acquisition, Brijeel aqua was re-launched with new design, colour,
stringent quality check processes, best in class manufacturing facility and highly
skilled management team. It has various certifications such as it is BIS
approved (ISI),FSSAI Registered Company, ISO 9001:2008 certified facility (BN
7589/6731:0613), Registered with international BAR Code organization GS-1.

THE TEAM:

Mr. Sampat Maroo - Director

He has 32 years of rich experience in merchandise business of food and
beverages industry. He is empowered with excellent business skills and have
domain expertise in food and beverages industry.

Mr. Mukesh Jain - Director

He has been in the business for the last 20 years, and is involved in various
ventures related to jewellery, property and manufacturing business.

MANUFACTURING PLANT:
16

Brijeel aqua has a fully automatic manufacturing facility with large production
capacity. It has been equipped with all modern and high speed machineries from
well-known vendors in India. The plant is spread across in 20000 Sq. feet area
with huge storage space for raw materials and finished goods. The site is located
at Kudus, Wada (Thane) area. The layout of plant is directly comparable to wellknown bottling plants.

PRODUCT VARIANTS:

200 ml cups
bottles
200 ml bottles

250 ml bottles
500 ml bottles

1 lt bottles

20 lt

2 lt bottles

Brijeel also offers customised co-branding packaging of bottles for customers like
hotel chains, caterers, wedding events, large corporates etc. who require bottles
in large quantity. (Appendix 1)

MOTTO:
Only Purity Matters Water, the blue arteries of the earth, is the basis for life. High quality drinking
water is an essential element for healthy life. We endeavour to contribute in the
effort towards making purified water available to everyone and guarantee for the
best quality drinking water with the motto "Only purity matters".

VALUES:

Serve best quality water to everybody, wherever we can reach

Consumer preferences is top priority

Quality Assurance

Integrity

17

Accessibility

Passion

Excellence

COMPETITIVE CONTEXT
Brijeel aqua comes under the category of regional packaged drinking water,
supplying its products in and around Mumbai. Its major competitors include
packaged drinking water and mineral water companies like Parles Bisleri,
Pepsicos Aquafina, Parle agros Bailey, Coca Colas Kinley etc, as well as
emerging and established regional players. Brijeel is expanding gradually and
has been able to achieve a strong customer base in and around Mumbai. It has a
diverse customer base, including Hotel Hyatt, Hotel Fariyas, Saifee hospital,
Dominos, Sodexo, Suncity theatres etc. It also actively sponsors various events
in Mumbai such as the Mirchi Neon run, Arijit Singh concert etc.

OBJECTIVES:

Brijeel is currently involved in B2B marketing and plans on expanding its

customer base and target diverse sectors.
It is also planning on starting with its B2C operations in order to serve its
end consumers directly.
It is planning on undertaking various initiatives to increase its visibility in
the market.

COMPANY NAME

BRIJEEL AQUA

COUNTRY/TERRITORY

INDIA

ADDRESS

PRODUCTS/SERVICES OFFERRED

OFFICE NO. 135,

FIRST FLOOR, HUBTOWN SOLARIS,
N.S PHADKE MARG, ANDHERI EAST,
MUMBAI, MAHARASHTRA, 400069
PACKAGED DRINKING WATER

BUSINESS TYPE

MANUFACTURER/SUPPLIER

INDUSTRY TYPE

FMCG, FOODS AND BEVERAGES

18

GEOGRAPHIC MARKET

MUMBAI, THANE, RAIGARH AND

PALGHAR
2001

YEAR ESTABLISHED

PROCESS AND DISTRIBUTION NETWORK

Brijeel Aqua Plant :

Brijeel Aqua Plant is fully automatic plant and spread across 20000 Sq.feet
building. The site is located at Kudus, Wada (Thane) area. The layout of plant is
directly comparable to well known bottling plants.They also have a godown in
Vakola where the ready bottles are transported.
Plant Capacity: 120 bottles per minute
Raw materials required:
1)Preform(Pet)
2)Cap
3)Label
4)Cartons/Cases
5)Consumables (Appendix 2)

Process:
Step 1) The preform is fed into the blow machine where it acquires the required
shape of the bottle.
Step 2) The bottles are passed over a conveyor belt to the rinsing, filling and
capping section. In this step processed water is brought from the RO Plant and
then filled in the bottles.
Step 3) The capped bottles are sent to labelling section.
Step 4) The labelled bottles are packed into cases and are ready for delivery.
Following picture shows the process of water purification that is used in step (2)
for filling the bottles.
19

About the process and materials required:

Packaging Materials Vendors
1) Plenco closures Pvt Ltd.
2) Packtight Labels
3) Positive Industries
4) Chemco Pet
Machinery Suppliers : Concept packaging, Videojets, Hildon Machineries, Awanti
Moulds, Shyam plastic, Sigma Packaging Solutions, IR,etc

Quality Management:
20

Brijeel Aqua plant has various quality management tools such as In-house
laboratory testing, external testing, internal policies and procedures, certification
by quality agencies, regular management involvement. (Appendix 3)

DISTRIBUTION NETWORK:

Brijeel Aqua Plant

Distributors

Wholesaler

Vakola Outlet

Retailer

Retailer

As shown above, the bottles are transported from the plant to either the
distributer or the godown at Vakola.The distributor then sells to either the
wholesaler or the retailer directly. Water is supplied to Corporates, Hotels and
Resorts, Production units, Caterers,etc. via Vakola Outlet.

PLANT LAYOUT

21

22

OBJECTIVE AND METHODOLOGY

OBJECTIVE OF THE STUDY

Primary objective: To do an overall market analysis of Brijeel aqua
- To study market share of packaged drinking water of Brijeel Aqua
- To know all competitive brands of Brijeel Aquas packaged drinking water
- To assess the brand awareness of Brijeel Aqua
- To find out which of the factors (price, packaging, quality, and availability)
affects the sales of Brijeel Aqua
- To understand the marketing strategies of Brijeel Aqua
- To study the distribution process in detail and suggest improvements for the
same

METHODOLOGY
Choosing the right methodology for a particular research is very critical for the
findings and analysis. Its more like a backbone to any research undertaken. A
research methodology is like a brief literature to the process.
o

Research Design: Quantitative Analysis

In quantitative research we classify features, count them, and even construct

more complex statistical models in an attempt to explain what is observed.
Findings can be generalized to a larger population, and direct comparisons can
be made between two corpora, so long as valid sampling and significance
techniques have been used. Thus, quantitative analysis allows us to discover
which phenomena are likely to be genuine reflections of the behavior of a
language or variety, and which are merely chance occurrences. The more basic
task of just looking at a single language variety allows one to get a precise
picture of the frequency and rarity of particular phenomena, and thus their
relative normality or abnormality.
o

Research Approach: General Survey

For the purpose of our study, we have undertaken a general survey to gain
the knowledge about the industry and the local market. The information
was gathered with respect to peoples / businesss preference of brands.

Data Source :

Primary Data
-Questionnaire (APPENDIX 4)
-Telephonic Interviews

23

Secondary Data:
-Internet
-Case Studies
-Files and Documents

o
o
o
o

Data Representation Techniques: Bar Graphs & Pie Charts

Total Sample Size: According to sector
Sample Area: Mumbai
Sample Unit: Hotels & Resorts, Caterers, Corporates, Clubs, Production
houses etc.
Respondents: Purchase Managers and distributors

WHAT WE DO?
o

Client Acquisition:

- Identifying Major Segments: For the purpose of our project we had to

identify the major markets for the product considering the premium positioning.
In the project undertaken following are the major segments:
Hospitality (Hotels, Resorts, Caterers and Clubs)
Health (Hospitals and spas)
Corporates
Entertainment (Cinema, Amusement Parks & Production Houses)
Boutiques & Showrooms
NGOS

- Creating a pool of prospective clients:

Once major segments were identified, next task was to create a pool of
prospective clients in the various segments in sync with our positioning strategy
i.e. PREMIUM. Data was obtained and clients were segregated according to the
performance and presence in their respective markets. Hence, the course of
action was decided and priority was given accordingly to reduce wastage of time
and effort.

- Initial Pitch:
To create brand awareness a formal pitch was made to the clients through
telephone informing them about the major facts of Brijeel Aqua and its presence

24

in the market. Understanding every clients needs and preferences. Persuading

them for a meeting.
- Appointments/Meetings:
Presenting the company profile to the client and further negotiations over the
price.
-Follow ups

Branding Activities:
Key areas wherever a premium packaged drinking water can be promoted are
identified. The deals are usually based on barter. Following are a few branding
activities:

Kailash Kher in concert (Vashi)

Mirchi Neon Run
Yellow Claw Concert
Ankit Tiwari (Love Anthem Tour)
Tying up with food bloggers for promotions through product placement

CSR activities :
As part of a major industry it is a responsibility of any company to give back to
the society. We as a team understood that need, due to the rising drought
problems in parts of Maharashtra, we joined hands with the reputed college and
helped in their venture to help those in need. Leading to a successful water
donation campaign in Latur.
Digital Marketing:
As part of the digital marketing team, following was the projects assigned to us:
- Coming up with creatives for the different social media platforms
- Ensuring maximum reach
- Weekly analysis of the social media platforms
- Simultaneously coming up with marketing campaigns that are in sync with the
digital analysis findings
- Exploring new platforms to promote the brand online
- Tracking conversations on various relevant social media platforms and ensuring
brand mentions.
Social Media Marketing:
Brijeel Aqua is very active on Social Media platforms like Facebook, Twitter and
Instagram .
For increasing the reach of the brand it continuously engages the audience in
various contest like Win free Movie Tickets,Win free Concert passes etc.
25

They also engage their audience by holding contests which are related to
ongoing sports tournament like IPL. Free goodies were given to the contest
winners.
They regularly posts on its platforms and various festivals and commemorative
days.
They even posts about campaigns like Save Water.
They also sponsor advertisement on facebook for promoting their facebook page.
They also engaged in conversations on some renowned pages to gain more
visibilityon twitter and facebook.
The digital marketing team does weekly analyses and based on the findings they
decide their further course of actions and observed that the new campaign
increased the page reach from 69 to 8731(Including organic as well as paid).
Links :
Facebok : https://www.facebook.com/Brijeel-Aqua-1435188046725044/?fref=ts
Twitter : https://twitter.com/brijeelaqua
Instagram : https://www.instagram.com/brijeelaqua/

26

27

GEOGRAPHIC

MUMBAI AND 150

Km AROUND
MUMBAI (THANE,
RAIGAD, PALGHAR
& LONAVALA)

USP IS ITS PURITY

SEGMENTATION

TARGETING

POSITIONING
PREMIUM
PACKAGED
DRINKING WATER

HEALTH
CONSCIOUS
PEOPLE
BUSINESSES CORPORATES,HOTE
LS & RESORTS,
HOSPITALS,NGO's
etc.

PSYCHOGRAPHIC

DEMOGRAPHIC

SEGMENTATION, TARGETING AND POSITIONING

PERCEPTUAL MAPPING

28

THE 4 Ps

Product:
The product is packaged drinking water.
Various SKUs available in the market are 200ml (Bottles and Cups) ,250ml ,
500ml ,1litre and 20litres Jars.
Brijeel Aqua follows an 11 step purification process.
The packaging is very unique. The color of the label is Purple that is not
common amongst water bottle brands.
Following are the packaging material vendors :
a) Plenco closures Pvt Ltd.
b) Packtight Labels
c) Positive Industries
d) Chemco Pet

Place:
The plant is located in Wada with a godown in Vakola.
In case of packaged drinking water company place is an important factor as
availability matters the most for staying competitive in the industry.
Brijeel Aqua is majorly available in Mumbai,Thane,Raigad,Palghar,Lonavala.
It has also started selling online via platforms like Shop101.

Price:
There is no major difference in pricing compared to other packaged drinking
water bottles.
The MRP for various SKUs of Brijeel Aqua are as follows:
200ml Bottle- Rs.5
200ml Cup - Rs.3
250ml Bottle - Rs.6
500ml Bottle - Rs.10
1 litre Bottle - Rs.20
20 litres Jar - Rs.75

Promotion:
Brijeel Aqua has a very active social media platform for promoting the brand.

29

 Along with this they have sponsored various events and concerts for
increasing the brand awareness among the people for example Lucid
Innovation Yellow Claw, Kailash Kher Live in concert with Kailasa etc.

PORTERS FIVE FORCES ANALYSIS

Porters five forces model is a framework that tries to analyse the level of
competition in a market to assess the degree of attractiveness of the concerned
industry. In the context of Brijeel Aqua the 5 forces can be interpreted as follows:

FORCE
Bargaining power of Buyer
Bargaining power of Supplier
Threat of Substitutes
Threat of New Entrants
Rivalry among existing competitors

DEGREE OF THREAT
HIGH
MODERATE
MODERATE
MODERATE
HIGH

INTERPRETATION:

BARGAINING POWER OF BUYERS Brijeel is currently only into B2B

marketing. The competition in this industry is very high due to established
players such as Bisleri, Aquafina, Kinley etc. Thus for hotels and other
30

businesses to switch from these well-known brands to Brijeel requires a lot

of incentive. The major incentive for them is getting the product at low
prices. Hence the bargaining power of buyer is very high.
BARGAINING POWER OF SUPPLIERS For the production of its
packaged drinking water, Brijeel acquires raw materials from various
suppliers. The major raw materials it requires are: Pre form(PET), Cap,
Label, Cartons/Cases and consumables(such as chemicals, tapes etc.) The
suppliers have limited bargaining power based on the quantity of order
placed of each raw material.
THREAT OF SUBSTITUTES Brijeel aqua falls in the category of
packaged drinking water. Customers today, are becoming more health
conscious everyday which is leading to a rise in demand of mineral water.
This is evident from the rise in market share of such brands as Himalayan.
But the price bracket of mineral water is considerably high. Hence there is
moderate threat of substitutes for packaged drinking water.
THREAT OF NEW ENTRANTS There are some new regional players
entering into the market which can only temporarily affect the market for
Brijeel and most of them retreat from the market after a particular season,
or face problems due to lack of resources and finance. Hence there is
moderate threat from such new entrants. Some of the regional players are
: Brizzel, Aquaflush, Aqualife etc.
RIVALRY AMONG EXISTING COMPETITORS High competition exists
among the existing players in this industry. There are some very well
established players in the market such as Bisleri, Coca Colas Kinley, Parle
Agros Bailey and Pepsis Aquafina. Apart from the fact that they have
strong parent companies, they also have a very strong distribution
network and they also produce other related products which gives
incentive to the retailers and other entities to keep their product. Needless
to say, Bisleri has become synonymous with bottled drinking water.

31

MAJOR FINDINGS

HOTELS :
I
II
III
IV
V
VI

Brijeel is currently focussing on 3, 4 and 5 star hotels.

The biggest incentive for hotels to switch to Brijeel is low price.
Other than an attractive price, hotels also expect additional services such
as printing of menu cards.
Some hotels were not satisfied with the packaging and wanted a sturdier
packaging.
FOC for a few initial orders is also expected by hotels.
Important parameters considered by Brijeel are order quantity and
transportation cost.

NGO :
I
II
III

Brijeel has been focussing on tying up with NGOs to become the aqua
partners at their events.
This increases brand visibility and goodwill.
It is done purely on a barter basis.

HOSPITALS :
I
II

Brijeel is now targeting the top hospitals across Mumbai.

It has recently converted Saifee Hospital as a client.

PRODUCTION HOUSES:
I.
II.
III.
IV.
V.

Usually production houses require water bottles for outdoor shoots and
jars for their office building.
Outdoor shoots may or may not be in Mumbai. Hence, we can pitch our
product only if in Mumbai or around Mumbai.
Sometimes the production houses instead of buying bottles look for
partnership.
Brijeel aqua was water partner for a movie Love Shagun.
I approached around 150 production houses during our internship.
COLLEGE CANTEENS:

32

I.

College canteen usually have tie ups with brands like Bisleri and Aquafina
as the also provide a refrigerator along with the bottles on the condition
that they will not keep any other brands.
I approached around 20 college canteens during our internship.

II.

ASSOCIATIONS:
I.

Associations are usually for branding activity and increasing the visibility
of Brijeel Aqua.
For example, Brijeel Aqua is looking forward for getting associated with
some associations like caterers association, sports association, etc.
We approached around 55 associations during our internship.

II.
III.

BOUTIQUES, SALONS, SPAS, TATTOO STUDIOS, JEWELLERY

STORES:
I.

These places usually have very less requirement but they are a very good
platform for branding.
We approached around 25 boutiques,15 boutiques,20 spas,10 tattoo
studios and 20 jewellery stores during our internship.

II.

FAMOUS FOOD JOINTS:

I.

Mumbai is famous for its street food and Brijeel Aqua is also looking
forward to tap these food joints.
We approached around 40 food joints during our internship.

II.

CATERERS :
I.
II.
III.

Caterers have their own season and believe in bulk buying.

They prefer 200ml cups, 200/250 ml bottles.
Caterers are priority buyers for a packaged drinking water company and
capturing this market is a bit difficult given that they are brand loyal. They
buy keeping in mind their clients preferences and brand name is the major
requirement for them.
Due to lack of personnel in the major catering services, reaching out to the
concerned person is a challenge.
Catering services are a great opportunity as it provides major sales as well
as maximum brand visibility.

IV.
V.

EVENT MANAGEMENT COMPANIES :

I.

Event management companies prefer smaller skus i.e. 200ml cups,

200/250 ml bottles but it may vary as per the events requirements.
The biggest challenge is to connect with them at the right moment.
Brand name again plays a major role.

II.
III.

I.

PROSPECTIVE DISTRIBUTORS :
Contacted 800 distributors on phone.
33

II.

Main concern for distributors is whether they can attain monopoly in their
area.
They look for attractive prices and on time delivery.
Many distributors are authorised to sell only a particular brand.
Due to low brand awareness, many distributors are unwilling to distribute
Brijeel.
These distributors either supply directly to retailers or wholesalers and in
certain cases they supply to corporates.
The order is supplied to the distributors from the plant at Wada by trucks.
Brijeel owns 2 delivery trucks while it has outsourced 4.
Brijeel is currently working on expanding its distribution network to cover
more areas across Mumbai.
Currently it operates through 70 (approximately) distributors.
Out of the 800 distributors we contacted, the brands that most of them
distributed were Bisleri, McDowells, Bailey, Oxyrich and some local
brands.

III.
IV.
V.
VI.
VII.
VIII.
IX.
X.

I.
II.

CURRENT DISTRIBUTORS :
Contacted 25 existing distributors.
On being asked whether the delivery is on time, 64% said yes, while 20%
said No and 16% could not be contacted.
The major problems faced by the distributors are : Short credit period,
some were not satisfied with the packaging, delay in delivery, less margin
and lack of communication and assistance from Brijeel.
Most of these distributors also distribute the following brands : Zurica,
Aqualife and Aquaflush.

III.
IV.

RESORTS :
I.
Contacted top 40 resorts nearby Mumbai
II.
The biggest incentive for resorts to switch to Brijeel is low price.
III.
Other than switching to brijeel, resorts were also interested in
branding.
IV.
Some resorts were not satisfied with the packaging and pricing.
V.
Resorts majorly required 1 litre bottles.

I.
II.
III.

CORPORATES AND GOVERNMENT OFFICES :

Contacted the top notch offices of Mumbai

It was difficult to connect to the concerned person in such offices
Most of the offices had water coolers or the supply was through the
office canteen people.

34

QUANTITATIVE ANALYSIS

SECTOR WISE SALE :

Sales
Boutiques

Hotels & Resorts

Canteens
Production Houses

10

35

Caterers
Corporates
Clubs

25

5 5

Hospitals

SKU WISE SALE IN DIFFERENT SECTORS :

35

1 LITRE SECTOR WISE SALES

16

72

BOUTIQUE

HOTELS & RESORTS

CANTEENS

PRODUCTION HOUSES

CATERERS

CORPORATES

CLUBS

HOSPITALS

200 & 250 ml SECTOR WISE SALES

14

46

31
5

BOUTIQUE

HOTELS & RESORTS

CANTEENS

PRODUCTION HOUSES

CATERERS

CORPORATES

CLUBS

HOSPITALS

36

500 ML SECTOR WISE SALES

15
29
11
4
3
8

30

BOUTIQUE

HOTELS & RESORTS

CANTEENS

PRODUCTION HOUSES

CATERERS

CORPORATES

CLUBS

HOSPITALS

20 LITRE SECTOR WISE SALES

15

16
8

18

7
36

BOUTIQUES

HOTELS & RESORTS

CANTEENS

PRODUCTION HOUSES

CANTEENS

CORPORATES

CLUBS

HOSPITALS

AREA WISE DISTRIBUTION :

37

AREA WISE DISTRIBUTION

SOUTH MUMBAI

THANE

WESTERN/SUBURB

NAVI MUMBAI

5; 19%

CENTRAL

3; 12%

3; 12%
11; 42%
4; 15%

SURVEY FINDINGS

1 ) ARE YOU AWARE ABOUT BRIJEEL?

38

PERCENTAGE

15

85

YES

NO

INTERPRETATION : Hence, we can conclude most of our respondents are

aware about Brijeel Aqua.
2) SELECT YOUR AGE GROUP

PERCENTAGE

8.3
8.4

58.3

25

18-25

26-35

36-50

51 AND ABOVE

INTERPRETATION : This shows that Brijeel Aqua is more popular among the
young crowd. The reason behind this could be that Brijeel Aqua has sponsored
various college events.

39

3) EDUCATIONAL QUALIFICATION

PERCENTAGE

16.7
30.6

52.8

12TH PASS

GRADUATE

POST GRADUATE

INTERPRETATION : This shows that Brijeel Aqua is more popular among the
young crowd. The reason behind this could be that Brijeel Aqua has sponsored
various college events.
4) WHAT IS THE MOST IMPORTANT FACTOR YOU WILL ONSIDER WHILE
BUYING PACKAGED DRINKING WATER?

Chart Title
QUALITY

61.1

AVAILABILITY

PACKAGING

25

16.7

PRICE

52.8
0

10

20

30

40

50

60

70

Column3

40

INTERPRETATION : This shows that people are concerned more about the
quality of water they drink, followed by the price of the bottle.
5) WHAT SKU DO YOU GENERALLY USE?

PERCENTAGE

5.5

13.9

41.7
38.9

200/250 ML

500 ML

1 LITRE

20 LITRE

6) WHAT ATTRIBUTE OF BRIJEEL AQUA MAKES YOU BUY THE BOTTLE?

Chart Title
QUALITY

50

AVAILABILITY

PACKAGING

27.8

19.4

PRICE

55.6
0

10

20

30

40

50

60

Column3

41

7) IS BRIJEEL AQUA FAIRLY PRICED?

PERCENTAGE

38.9
61.1

YES

NO

8) ONE ATTRIBUTE YOU WOULD LIKE TO CHANGE ABOUT BRIJEEL AQUA

42

PERCENTAGE

2.7 11.1
30.6

55.6

PRICE

PACKAGING

AVAILABILITY

QUALITY

INTERPRETATION : This shows that the respondents are not satisfied with the
packaging of the bottle.Second aspect that the respondents would like to change
is availability.The reason for this can be issues in distribution network.
9) WOULD YOU PREFER BRIJEEL AQUA OVER OTHER BRANDS?

PERCENTAGE

44.4
55.6

YES

NO

10) WOULD YOU RECOOMEND BRIJEEL AQUA TO SOMEONE ELSE?

43

PERCENTAGE

38.9
61.1

YES

NO

COMPETITIVE ANALYSIS

44

WORLD BOTTLED WATER SCENARIO

Rising concern for health and wellness and evolution of new packaging initiatives
are the major factors driving the growth of bottled water market. In addition,
demand for bottled water has triggered with the increase in consumer choice
availability for different flavored and vitamin rich functional water. Innovation in
the field of portability of hygienic water is also filliping the growth of global
bottled water market. Market restrains such as water contamination caused by
leaching and lack of awareness regarding health hazards of low cost tap water
have partially hindered the growth of global bottled water market. However,
evolution of innovative and economical equipment designed for handling small
bottling operations has increased the attractiveness of bottled water market
among small bottlers.

According to a new market report published by Transparency Market

Research "Bottled Water (Still, Carbonated, Flavored and Functional)
Market - Global Industry Analysis, Size, Share, Growth, Trends and
Forecast, 2014 - 2020" market was valued at USD 157.27 billion in 2013,
which is expected to reach USD 279.65 billion by 2020, growing at a CAGR of
8.7% from 2014 to 2020. By volume, global bottled water market is expected to
grow at a CAGR of 8.3% during the forecast period from 2014 to 2020 to reach a
market size of 465.12 billion litersby 2020. In 2013, volume of the market was
267.91.billion liters.

The Graph shows the consumption of bottled water worldwide in 2007 and 2012,
and provides a forecast for 2017. In 2012, the global consumption of bottled
water amounted to 288 billion liters.

45

COMPETITIVE ENVIRONMENT AND CHALLENGES FOR BRIJEEL AQUA

Bottled water industry is growing at the rate of 30% per annum basis. There is
huge awareness in entire population to consume good quality of water for all
drinking purpose. Pure water is one of the top most requirements for good health
and now due to health consciousness, most of the young and educated people
only consume bottled water. There is huge potential for business for Brijeel.
Market is large and lucrative, one need to have huge production capacity and
supply chain to gain market share in food & beverages industry is to have huge
capacity and all kinds of product.
Currently nearly 90% of the sales for water come from institutions such as hotels,
restaurants, fitness clubs large events, wedding programs, social gathering and
air ports, only 10% from retails sales. The majority of the sales happen either in
metro cites or tourist destinations.
Bottled water recorded further growth due to rising health awareness among
consumers in tier II and tier III cities. Many consumers who do not have water
purifiers at home bought bulk water bottles of 20 liters on a more frequent basis
in 2013. In addition, on-trade sales of bottled water also recorded an increase as
consumers continued to ask for bottled water when dining out over the review
period.
Bisleri continued to be the leading player of bottled water with an off-trade value
share of 33% in 2013. The company maintained its leadership due to its high
brand loyalty and strong distribution. Bisleri continued to strengthen the brand
image through digital campaigning in 2013.
Out of more than 3300 registered plants manufacturing bottled water in India,
around plants are located in Southern states followed by Western States with 22
per cent. As per IKONs estimates, there are more than 12000 unregistered
plants in India share. In the unorganized segment, there are over 2,500 brands.
Of these, over three-fourths are local.
The bottled water industry effectively competes with both the water-purifiers as
well as the soft drinks industry. The water purifier industry (primarily the Aqua
Guard brand of the Eureka Forbes) is credited to have done the spadework for
creating the safety and health consciousness in water consumption, and is a
serious competitor in the household and institutional consumption market,
whereas the soft drinks industry is a strong competitor in the retail consumption
market.

MAJOR COMPETITORS:
BISLERI

46

Bisleri is the generic name of bottle water in India. They are the pioneer to
introduce bottle water in India. 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 FeliceBisleri who first brought the idea of selling bottled water in India.
Parle bought over Bisleri (India) Ltd. In 1969 & started bottling water in glass
bottles under the brand name 'Bisleri'. Bisleri is the market leader and have
various plants including most of places co-packers to supply the bottle water.
Parle Bisleri Ltd continued to lead bottled water in 2015 with an off-trade
value share of 26%. The company maintained its leadership by starting up
new plants across the country to reach new markets. This was the most viable
tactic as transportation cost is one the biggest overhead in distribution, which
could affect the pricing and in turn sales.

KINLEY
The company had entered the business in May 2000 through its extending its
soda water brand, Kinley. At many places the company has tied up with Copackers for manufacturing Kinley bottled water at facilities. With the growing
market, Coca-Cola is 24 planning to scale up its bottling capacity, up from the 15
existing plants. Coca Cola has identified 10 to 15 sites for additional plants for
setting up a combination of company-owned plants, franchisee operations and
contract packers.
AQUAFINA
The company entered the bottled water business in September 1999 under the
Aquafina brand. The brand has the strong backing of a distribution channel of
60,000 outlet and the refrigerators at Pepsis retail Outlets, which stock its cold
drinks. Though the company is present only in selected
market as of now, it has plans of increasing share in the market by expanding its
SKUs portfolio as well as its distribution reach. Sources say PepsiCo India has
been investing in additional capacity at its plants in Bangalore and Chennai for
the bulk water foray.
BAILEY
The brand is a product of Parle Agro, the company that launched Frooti (mango
drink in tetra packs). Bailley water brand manufactured at 100% franchisee
system as Company does not own any water plant in India.
OXYRICH
Dhariwal Industries Ltd - Food & Beverages division has one of the most modern
and
Comprehensive packaged drinking water facilities spread across India. This brand
mainly dominates the Pune, Maharashtra area as the plant is located in Pune.

47

BRIJEEL- CURRENT SCENARIO

Company has started full-fledged operation in the month of April 2013. Currently
Company is delivering the products in entire Maharashtra and able to connect
with more than 200 distributors in Mumbai, Raigad and Thane district. Within
span of 6 months Company had achieved good visibility in the market and
having presence of product at major parts of city. Main leading factors are the
best quality of water and beautiful design of bottle and labels.
Firstly, Brijeel has targeted to all local base distributors who wither doing top
brands or only other brands or mix of both. Current distributors are rightly places
in the market with good understanding and bonding with retails counters.
The major challenge to Brijeel brand is the pricing. In spite of excellent quality of
water process, plant setup and using same raw materials as used by market
leaders however still there is a big gap between the pricing of settled brands and
Brijeel. The solution leads to build better brand, more public reach and
aggressive market so that public recognizes as a brand rather than mere a local
water bottle.
In terms of marketing/branding initiation, Brijeel started sponsorship by way of
barter deals for colleges events, other cultural events, movies in-film branding
etc. As this stage Brijeel has decided to largely capture barter deals so that there
is self-product placement and also indoor/outdoor branding of the project due to
various events. Due to college events sponsorship, Brijeel has achieved good
identity among the youth crowd and now many colleges and event companies
approached for wither purchase of water or barter deals. Brijeel management will
in future plan for expensive advertisement like radio, tv and outdoor big
hoardings. Till the time its important to get extensive visibility in the market.
Currently Brijeel packaging sizes are 1 liter, 500 ml, 250 ml, 2 Ltr and 20 Ltr
Jar. The biggest achievement for the Company was to win the Domino water
supply contract in the month of June

48

2013. Jubilant Food works (Domino) is the major 20 Ltr bottles customer of the
Company. Brijeel water is being used for Domino Pizza dough and other recipes.
Brijeel plant is verified and approved by Domino expert quality team from last
years and appreciated for quality and plant standards maintained by Brijeel.

Brijeel is equipped with following licenses and quality standards;

Bureau of Indian Standards (BIS)
Food Safety and Standards Authority of India (FSSAI)
ISO 9001:2008 certified facility
Registered with international BAR Code organization GS-1

The performance of the Company has been good and quickly captured the
market in Mumbai, Thane and Raigad district.
Company has recorded turnover of more than150 Lakhs on annual basis turnover
and growing at rate of 25% pa on average basis.

OPPORTUNITIES FOR BRIJEEL AQUA

Bottled water is requiring at any gathering of people from birth to death
occasion in person life.
Urban population shows greater inclination towards purchase of bottled water
Youth crowd is more attracted towards entertainment, which leads to many
hotels, events hubs and entertainment centers.
Indian population has become health conscious and increasingly aware of the
quality of drinking water
Growing market segments for bottled water should pave the way for
expansion of the industry in future
Cumulative rise in income and leading share of food & beverages in consumer
budget will drive the market
Foreign tourist arrival in India has positively impacted the bottled water
market and has led to increase in demand for safe drinking water
Water scarcity in the country is one of the main reasons for entry of players in
the bottled water segment
Unauthorized water packaging units cut into profit margins of licensed
companies
Rural market still remains untapped due to low purchasing power of the
masses
Increasing use of water purifiers and their low costs have created a threat to
the sale of packaged drinking water
Public campaigns against groundwater exploitation and brand differentiation
has become a challenge

GROWTH PLAN FOR BRIJEEL AQUA

49

 The primary motive is the good visibility in Maharashtra, then to capture

other metro city in contract filling type agreement.
For branding, Brijeel is trying to tie up with top 10 institutes, famous cultural
events, top NGOs, Cabs, etc at this point of time.
For advertisement, Brijeel is starting print advertisements on Distributors
tempo, own vehicles, name board on retails counters to give visibility in terms
of Brand in the market.
Campaign, stalls to beat local brands & create awareness.
Tie up with large commercial complex, hotels & airlines industries, as they are
the emerging sector. To launch other beverages under the same brand name
and using existing clients network.
In Bottled water industry people purchase those products, which are easily
available in market, so Brijeel is more focusing on:
Transportation which is key activity for bottled water industry. Hence
development of transportation is important.
Action plan for covering the sample population: There are four major
segments selected for the jar and dispenser business which Brijeel is focusing
to have better availability of its product:
Hospitality industries: Hotels, restaurant, Bakers & confectioneries Ice cream
parlors, bars, and catering services.
Institutional sales: Factories, Export house, School& Education institution and
hospitals.
Offices & Households: Commercial complexes, main market, residential flats
& housings colonies.
Retail segment: All Panwalas, general store, and Juice & Ice cream parlors.
Also World Bank draft report, `India's Water Economy: Bracing for a Turbulent
Future,' says by 2020, India's demand for water will exceed all sources of supply
unless the country's management practices are changed, and soon.
Indian bottled water industry will be booming in coming years and do not be
surprised, if todays packaged water industry becomes next Oil industry by 2025.
The present Indian entrepreneurs and those who are planning to take the plunge
in the bottled water business are thinking that the industry has reached to its
peak point, and having stiff competition, need to change their perception
because with the ever increasing demand of water the elephant is already grown
and looking at the future of water in India, is continuously growing and one day it
will turn into mammoth! There is room for more players too.

50

LIMITATIONS AND RECOMMENDATIONS

LIMITATIONS :

Lack of time
Sometimes the respondents were holding back information
Unavailability of concerned person
Unavailability of contact information
Lack of brand recognition

RECOMMENDATIONS :

Brijeel can modify its packaging as a sturdier packaging with better quality
labels would be consistent with its brand positioning.
Promotional activities and tie ups with prominent companies would help
Brijeel in achieving brand recognition. This is a major issue faced by the
company.
Also, accelerating its CSR activities would enable Brijeel in creating a
goodwill in the market.
As it is in its early stages of operation, it should focus on giving incentives
to its distributors to enhance availability.

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Digital marketing is one of the most important ways of gaining brand

awareness as digital media platforms are accessed by a large audience.
Brijeel should increase its presence in various platforms such as facebook,
twitter and instagram. Regular contests and interesting posts can help
achieve this.
As Brijeel is now available online, it can retain its customers through
loyalty programs.
Brand extension can also help boost the brand recognition and goodwill.
Brijeel is planning to expand into flavoured water.

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Appendix 1

APPENDIX 2

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APPENDIX 3

APPENDIX 4

QUESTIONNAIRE WITH RESULTS

Q1. Are you aware about Brijeel Aqua?
Yes - 85%
No - 15%
Hence, we can conclude most of our respondents are aware about Brijeel Aqua.
Q2. Select your age group
18-25: 58.3%
26-35: 25%
36-50: 8.3%
51 and above: 8.3%
This shows that Brijeel Aqua is more popular among the young crowd. The reason
behind this could be that Brijeel Aqua has sponsored various college events.
Q3. Education Qualification
12th pass 16.7%
Graduate 52.8%
Post-Graduate 30.6%
This shows that Brijeel Aqua is more popular among the young crowd. The reason
behind this could be that Brijeel Aqua has sponsored various college events.
Q4. What is the most important factor you will consider while buying packaged
drinking water?
Price 52.8%
Packaging 16.7%
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Availability 25%
Quality- 61.1%
Other 0%
This shows that people are concerned more about the quality of water they
drink,followed by the price of the bottle.
Q5. What SKU do you generally use?
200/250ml 13.9%
500ml 38.9%
1 litre 41.7%
20 litre Jar 5.6%
Q6. What attribute of Brijeel Aqua makes you buy the bottle?
Price 55.6%
Packaging 19.4%
Availability 27.8%
Quality 50%
Other 0%
Q7. Is Brijeel Aqua priced fairly?
Yes 61.1%
No 38.9%
This shows that many respondents see Brijeel Aqua as fairly priced but some feel
it is not priced fairly too.
Q8. One attribute you would like to change about Brijeel Aqua
Price 11.1%
Packaging 55.6%
Availability 30.6%
Quality 2.8%
Other

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