A REPORT ON CUSTOMER AWARENESS ABOUT KINGFISHER

PACKAGED DRINKING WATER IN ANNA NAGAR AREA

IN CHENNAI
 ACKNOWLEDGEMENT

It gives me great pleasure to express my sincere thanks to

almighty who has given me the required knowledge, strength and an
opportunity to complete this project successfully.
I deem it proud privilege to express my sincere thanks to
Mr.G.V.Seetharama Rao promoter of K.F.Water Cmpany Pvt Ltd. ,
Mr.D.James and Mr.Hari Krishna Kumar would like to express my
sincere and heartfelt gratitude to my faculty guide Mr.D.Ezhilan for his
constant guidance, valuable advice, and encouragement during the course of
this project.
I would also extend my gratitude to my soft skill trainers for
their constant and continuous support helped me to give my best to my
project and on the job.
EXECUTIVE SUMMARY
 This study is based on the research conducted for K.F.Water

Company Pvt Ltd. This report explores how effectively K.F.Water company

marketing its water in Chennai. The research is rendered as a step-by-step

process in this report and this process has given valid information’s to

promote the company.

This study attempts to analyze the awareness about Kingfisher

packaged drinking water in Anna nagar area and also to analyze the

segments, which requires more concentration by the company. Whether the

company is following effective strategies to promote the sales for the

development purposes. It explores how effectively it is positioned its water

in the market and whether it has given any desired effect or influence on the

customers with respect to their supply and quality of water. It also finds out

whether any change is required in the existing promotion schemes, which

might help K.F.Water Company Pvt Ltd., to get more customers and to

provide better service to its customers in more effective manner.

The study analyzes the company’s strengths, weakness, opportunities

and threats with respect to the competitor’s water. These attributes are

analyzed with respect to the customer’s opinions.

 The entire research process is followed out after having

formulated objectives. Then data processing, analysis and interpretation

were done using statistical tools and graphical presentation. On the basis of

the survey results the findings of the study, suggestions and

recommendations were prepared.

 Tables:

No Particulars Page no

1.1 Water facility available in the particular area

1.2 Influenced factor when choosing bubble tops

1.3 Degree of awareness about kingfisher bubble tops

1.4 How respondents know about kingfisher water

1.5
Brand usages by respondents
1.6 Respondents view about their bubble tops

1.7 Awareness about the hologram stickers

1.8 Awareness about kingfisher water availability

1.9 Awareness about kingfisher water supply to

households

2.0 Respondents thought about kingfisher bubble tops

replacing the existing facility

2.1 Respondents comments about kingfisher bubble tops

CHAPTER-1
 Introduction
 Water Industry Profile
 Company Profile
 Competitors Profile
Introduction
 Consumer awareness deals with how an individual perceive our
product, the level of insight about the product, how they make decisions to
select a particular product, which factor influenced them to buy that product,
and their post purchase requirements, level of satisfaction and brand loyalty.
Companies can survive only when they are not only ready to adapt
themselves to the changing marketing environment but also orient
themselves to customer needs.

“Marketing is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational goals”

For today’s business, only change is the only constant. What

was in vogue yesterday is out of fashion today; what is in vogue today will
not be in fashion tomorrow. This applies equally well to business. Firms,
which do not change their marketing activities and adjust themselves to
market trends, will go out of business in no time.
Marketing deals with products. A product can be a good,
service or an idea. Marketers must adopt different marketing approaches
when selling intangible products (service and ideas) as they have no physical
form. A service is created when human efforts are clubbed with mechanical
efforts to provide intangible benefits to the customer; it gives some value to
the recipient.
 Companies have realized the need to provide good customer
service. However, increasing competitive pressures have forced companies
to reduce their cost, which has had a negative impact on customers now have
many options to choose from. If a customer is not satisfied with a company’s
product or service, he can immediately switch to a competitor. This leads to
not only the loss of sales but also the loss of customer lifetime value.
This project has been carried out mainly to analyze how the
customer awareness about kingfisher packaged drinking water. This study
helps to bring out the factors, which are considered by customers before
buying water and the factors that affect their decisions. It also helps to
understand the expectation of customers. This also helps to identify where
K.F.Water Company Pvt Ltd., its response among customers, its strengths
and weakness and areas for development.
It also makes a detailed study on the awareness among packaged
drinking water companies and consumer and how far they know about the
importance of drinking water. The study has been carried out through a
market survey by administrating questions to customers whom I have met
during my on the job training.
Industry profile
 Bottled water, one of India’s fastest-growing industries, is a
business built on the foundation of bad governance, inequity and blatant
exploitation. Hard to believe, but the evidence is becoming clearer.
According to UNDP estimates, around 1.2 billion people worldwide lack
access to clean drinking water. Today, there are more people in the world’s
hospitals suffering from waterborne diseases than any other ailment. Some
6,000 children die of such diseases every day.
Providing safe drinking water is the responsibility of the state.
That they are failing miserably is evident from the fact that over 1,600
Indians reportedly die every day because of waterborne diseases. Despite
these astounding figures, the Indian state has literally washed its hands of
the responsibility of providing clean drinking water to its citizens.
Multinational corporations would have us believe so. And the
reason is not hard to find: along with imported water treatment technology
like activated carbon and ultra violet (UV) disinfections (Aqua guard),
reverse osmosis (Reviva) and resins (Zero-B), the water treatment market is
estimated to be worth around Rs.700 crores. The bottled water industry is
estimated to be a whopping Rs. 1,000 crores business. It has grown at a rate
of 40-50% annually over the past four years or so.
According to the Bureau of Indian Standards, there are 1,200
bottled water factories all over India (of which 600 are in the state of Tamil
Nadu). Shockingly, in most cases, the industry is making money practically
for free, as bottling companies pay a minute amount to the government for
the use of groundwater. To quote one example: In drought-prone Kala Dera,
near Jaipur, Coca-Cola gets its water free except for a tiny cess it pays the
government -- a little over Rs.5, 000 a year in the three years 2000-2002, and
Rs.24, 246 in 2003.
Corporate control over water and water distribution in India is
rapidly growing. As globalization opens up opportunities for private players,
investing in water and/or manipulating water scarcity makes increasingly
good business sense for corporations. Over 100 brands are battling over the
bottled water market, hard-selling their products in every way possible --
better margins to dealers, aggressive advertising, and catchy slogans.
The real boost to bottled water came in the early- to mid-1980s
with the growth of PVC packaging and, later, PET bottles. By the mid-
1990s, many more players had entered the market, and competition was stiff:
Coca-Cola’s Kinley, Pepsi’s Aquafina, Nestlé’s Pure Life and a host of
smaller companies. By 2002, Kinley overtook Bisleri, with a market share of
35.1% compared to Bisleri’s 34.4%. Kinley’s slogan, ‘boond boond mein
vishwas’ (reliability in every drop), capitalised on the unreliability of
ordinary piped drinking water.
Initially pitched at the well-heeled, bottled mineral water brands
like the French-manufactured Danone were promoted at clubs, fitness
centers, cinemas, department stores, malls, ice-cream parlors, cafes and
retail sports outlets, besides restaurants, hotels and supermarkets, with a
price tag of Rs.70 for a 1 liter bottle. Other brands later began pitching for
the larger middle class and lower-middle class markets.
The summer of 2002 witnessed a ‘packaging revolution’ of
sorts, with Coca-Cola India launching Kinley in 200 ml cups. The cups,
priced at Rs 3 each, were first rolled out in pockets of Gujarat, and gradually
spread nationwide. With this initiative in place, Coca-Cola began to generate
market share from the institutional segment, such as restaurants and hotels,
caterers, and transport channels like buses and trains. The major growth in
packaged water, however, was in the bulk water segment. According to
estimates, bulk water packs of 20 liters, targeted at the institutional and
home segments, grew at a rate of 30-40% in 2002 alone. Bisleri re-invented
its 20-litre jumbo home pack, fitted with a spout, to acquire a more
‘consumer-friendly’ image.
According to industry estimates, the main consumers of packaged
water are no longer restricted to the upper class but include middle class and
lower-middle class families as well. Tourists and travellers currently
dominate the ‘rural’ market; packaged water is now beginning to be seen as
an essential appendage to any form of travel.
In demand bubble-top cans lined up for supply what is ubiquitous
these days at offices, apart from computers and telephones? Bottled water.
Drinking branded bottled water is the 'in' thing now. While some say that it
is a status symbol, others attribute it to health consciousness. The
manufacturers, too, aver its use for cleanliness, purity and health. Whatever
be the reason, there is a 'bottle boom’. The bottled water boom was the
strangest thing to happen after World War II. This bland commodity made its
impact in Britain at the height of a recession and raging inflation. Though
there was a general lack of money in people's pocket, bottled water became
an overnight success.
Today the net worth of the industry is estimated at $22
billion globally, and the world bottled-water market represents an annual
volume of 89 billion liters. In India, the industry is controlled by over 100
big and medium sized companies and has a turnover of about Rs.300 crores
and is growing at an average annual rate of 50 per cent. This sector also
employs 15,000 to 20,000 persons. The increase in India can be easily
explained through the growth of the population and problems of water
quality and water supplies. Until 1992, the demand for bottled water in India
was mostly limited to foreign tourists, corporate functions and conferences.
Though this budding metropolis has a population of around
15 lacks the demand for bottled water is on the upswing. Apart from the
major bottling companies like Pepsi and Coca Cola marketing their
products, there are over three mid-sized local manufacturers and a couple of
small time operators.
Basically bottled or packaged water can be classified into
three segments: sachets, PET bottles and bubble top cans or more popularly
called as the inverted matkas. As far as growth is concerned, it is clearly
visible in sachet and can segments. The water in 1 and 1.5 liter bottles
remain almost the same and but is primarily limited to travelers and
foreigners. But in the case of the other two segments there is a tremendous
rise, and we foresee a big future. Today sachets have given a beating to the
traditional aerated water ('goli soda'). Even the casual laborers have come to
believe that packaged water in sachets is clean, pure and good for health.
As far as the cans are concerned in 1997 we used to sell
around 10 cans a day, but now the demand exceeds 600 cans. The growth for
canned water has been over 20 per cent for the last two years.
The demand in the city is mainly health- related. "Though most people are
yet to realize what is quality water, the demand is spurred by the small
segment of health- conscious people. This segment considers bottled water
as an alternative to tap water. Water-borne diseases are on the rise and
people seem to lost faith in the municipal supplies. Decrease in regular
supply of tap water could be another reason."
 In parched TamilNadu, selling packaged drinking water has
become a money spinning business. The intensity of the water crisis in the
state can be gauged from the situation in the capital Chennai. Though living
on the coast and receiving a respectable amount of rainfall each year, the
eight million residents of this city have to line up under the scorching
summer sun every year with plastic pots to collect water from tankers. Not
sure how pure this emergency supply is, Chennai residents, even the poor,
don't mind paying for safe drinking water. Explained one resident: "It saves
hospital costs." Chennai's demand for packaged water is huge. According to
the manufacturers' association, about five million 250-ml sachets (Rs.1) and
75,000 units of one-litre bottles (Rs.10-12) are sold here daily.
Another 100,000 12-litre cans and 25,000 units of 20 to 25-litre
bubble top containers are required everyday. Every general store and
pharmacy stocks drinking water. The big players in the business are Nestle,
Bisleri, Pepsi, Coca-Cola, Parle, Team, Apollo, and Dr. Reddy's Labs. There
are 400 legal water-packaging units around the city. Most draw groundwater
from wells or river water, purifies, package and market it, some importing
containers from Taiwan. A water-purifying and packaging unit costs between
Rs.500,000 for low-grade filtration and Rs.4 million if the treatment plant is
very sophisticated.
The water labeled Team -- from Titanium Equipment and
Anode Manufacturing -- comes from a farm in Vandalur on Chennai's
outskirts, processed by a company called Membrane Technologies Limited
(MTL). MTL was originally an exotic metal research company set up by
C.H. Krishnamurthi Rao, a Singapore-based Indian scientist who worked
with water treatment processes in American universities. Rao was first
brought to India as a member of then prime minister Rajiv Gandhi's Water
Mission in 1986 and helped set up desalination plants in Tamil Nadu and
Lakshadeep. He formed his own company in Singapore, Membrane
Research Technology Singapore Limited, which, in collaboration with a
Dutch firm, set up MTL, a Rs.200 million plant that markets Team water.
"We use capillary ultra-filtration and UV membranes imported from
Singapore, technology and machinery from Japan and the Netherlands to
process our water," said Rao.
MTL supplies 300,000 sachets of 250-ml water to the Southern
Railways. It also designs purifiers and hand pumps that give bacteria and
virus-free drinking water without the use of electricity and supplies big
purification systems that are being used by the Chennai Petroleum
Corporation Limited. "Our end-product is potable water in households,
farms, big industries," said Rao, who is planning to introduce a new product
-- alkaline energy water -- to Chennai this summer. "It removes body toxins
and enhances metabolism, giving fatigue and stress relief."
But the bottled water boom also offers scope for racketeers
looking to make a quick buck. Coimbatore city health officials Wednesday
seized and destroyed Rs.300, 000 worth of mineral water sold without
certification. The raids were conducted in major shops and commercial
establishments near the railway station, bus stands and hotel premises.
Confiscated were hundreds of bottles, sachets and cans of some reputed
brands, which had been filled with uncertified water.
According to the South India Packaged Water Manufacturers'
Association, there are as many as 200 fake water manufacturers in the
region. A member said the fake water operation in a big city is simple --
locate a groundwater farm tucked away in a residential area, get tankers to
lift water from there, transport it to an illegal unit that refills containers of
reputed companies and flood small neighborhood shops. TamilNadu has
stipulated that Bureau of Indian Standards marks should be on all drinking
water packages. The pollution control department has also directed that the
plastic used to hold the drinking water should meet food standards.

TN tops in number of packaged drinking water manufacturers:

Tamil Nadu accounts for the largest number of companies
involved in the manufacture of packaged drinking water in the country. Of
the 1300 licences that have been issued by the Bureau of Indian Standards
(BIS), 390 are from Tamil Nadu, according to J. T. Davidson, Scientist `F'
and Head, Marks, BIS, Southern Region. Davidson said the State accounted
for nearly one fourth of the total licences granted for packaged drinking
water manufacturers and this was because cities like Chennai required more
quantum of drinking water on a daily basis.
As per official estimates, about 20 per cent of slum dwellers in
Chennai depended on packaged drinking water. In the last eight months, the
BIS, Southern Regional Office, received applications from 300
manufacturers seeking licenses of which 150 had qualified. The applications
for half the number were rejected for several reasons such as sample failure,
lack of hygienic packaging conditions, absence of testing
equipment\laboratory, chemist or microbiologist, etc. This apart, 44 licenses
had either been cancelled or had expired, Mr. Davidson informed.
Packaged drinking water manufacturing was among the 109
products provided with ISI certification by the BIS. The manufacturers had
been directed to ensure that the water was packed in hygienic conditions.
The containers should be 85 per cent transparent to enable consumers see the
quality of the contents. It was compulsory for any company to obtain ISI
mark for processing and selling packaged drinking water, he said.
The ISI mark was provided after ensuring stringent hygienic
conditions in the manufacturing place, testing of water quality for 52 various
requirements like microbiological, organoleptic, physical, chemical, radio
active residue parameters and 34 types of pesticide residues as specified in
the Indian Standards IS 14543:2004 were completely met.

Changing Tastes:
. A record monsoon rainfall this year might have appreciably
increased the groundwater levels and piped water supply. Yet, a majority of
residents prefer packaged water to quench their thirst even if the cost has
increased in recent times. Representatives of the TamilNadu Packaged
Drinking Water Manufacturers Association, which has 272 packaged water
units in the State as members, say the impact of the heavy floods have been
contrary to what one would expect.
Even by rough estimates, the city is buying on an every day
basis more than a lack 2-litre bubble top cans. This number is set to triple
this summer despite the healthy storage in city's reservoirs and a more or
less assured piped supply through the year. Only recently, the cost of
packaged drinking water went up a little with the industry coming forward to
use PET bottles, a costlier packaging solution in place of the opaque white
HDPE containers. The Bureau of Indian Standards had insisted on PET
bottles to reduce possibility of pollution.
Piped supply up:
Senior Metro water officials say the city's daily water supply
has been stepped up to 580 million liters since November 1. On an average,
the per capita water supply is to the tune of 90 liters per day, a steep increase
when compared to the water scarcity time when the figure touched as low as
15 liters per person. The Metro water’s water treatment facility, a senior
official explains, used the "time-tested" method that involves removal of
suspended particles, clarification, filtration and disinfections using Chlorine.
However, packaged water industry maintains that most
residents are now used to drinking water that was not just safe but also tasted
better. The taste is achieved by maintaining an optimum level of the total
dissolved solids in the water. (Water contains dissolved solids and their
optimum level is between 500 to 1,000 parts per million. Higher levels of
TDS leads to salinity while very low levels are unhealthy.) At the time of
treatment using reverse osmosis technology, packaged water manufacturers
are able to maintain the TDS levels. However, this only comes after wastage
of more than 40 per cent of the water they process.
Packaged water manufacturers admit that there might be some
competition for them in the form of water purifiers. Though domestic
reverse osmosis plants are still a costly option availed only by a few,
residents are looking at newer range of products that promise to deliver more
than the conventional ultra-violet purification filters. The bottom line
remains: water, as a commodity is here to stay.
Packaged water takes sheen out of Metro water:
Families spend Rs.500 to Rs.1,000 a month for buying
water Despite a steady supply through pipelines, most households depend on
packaged water for cooking and drinking purposes Metro water might have
stepped up its daily water supply to 570million liters a day — a definite high
in recent years. Due to the comfortable storage levels at the reservoirs,
officials are confident of meeting the demand till monsoon. But there is a
twist in the success story: a majority of city households depend on packaged
water for cooking and drinking purposes.
More than 150water packaging units in Tiruvallur district
extract ground water, treat them using reverse osmosis plants, package them
in 20-litre bubble-top cans and supply them to the city households. The
bubble top has become the mainstay in most homes despiteround-the-clock
supply by Metro water. This despite official’s reiterating several times that
water through pipelines and tanker service is potable and is being supplied
only after treatment for impurities.
According to the TamilNadu Packaged Drinking Water
Manufacturers Association, the daily sale of 20-litre bubble tops exceeds
75,000 units a day. With the price tag between Rs.15 to Rs.35 per can
depending on the brand, the residents are collectively spending more than
Rs.15 lack every day on potable water. The private sector is meeting a
demand of more than 20 lack liters a day.
G.Vinayakamurthy, joint general secretary of the
Association, says residents got used to the taste and quality of packaged
drinking water during the successive drought years and there is no going
back. "All the manufacturing units stick to the quality standards set by the
Bureau of Indian Standards. Through reverse osmosis treatment, we are able
to provide water with ideal total dissolved solids (TDS) levels that
Improves the taste."

One-liter bottles
Apart from the bubble tops, one-liter PET bottles are
another huge segment especially in hotels and travel sector. Water purifiers
have also made an impact in recent months though water-packaging units
claim that it could never dent their market share.

Family budget
Another interesting aspect of the impact of private supply
of water has-been the manner in which several middle-class homes have
absorbed the costs in their monthly budgets. Several families set aside
anything between Rs.500 to Rs.1, 000 a month for purchasing water.
"The water tastes better and there is the added advantage of BIS
certification for quality. Somehow one does not get the same confidence
with the water supplied through pipelines. That is not to say it is impure but
surely packaged drinking water tastes a lot better than Metro water."

Quality:
When it comes to quality the first question that comes to one's
mind would be: is tap water harmful? "It would be wrong to say that tap
water is harmful as that would lead to a major debate. But one thing could be
said that tap water supplied do not go through all the rigors of the processing
required as per prescribed norms. The authorities have their own constraints
in this regard. Basically, water is clarified and chlorinated before supply and
that process takes care of suspended particles and pathogenic
microorganisms to a certain extent. But in case of packaged water, we have
to maintain the norms prescribed by the Bureau of Indian standards (BIS),"
says analysts.
The main source of water in urban region is the rain and while
percolating down the soil it not only dissolves various minerals but also at
the same time comes in contact with various pollutants, especially in urban
areas. And when it is drawn from the source it contains toxic elements,
organic particles, pathogenic microorganisms and minerals. The level of
impurities and minerals depend on the place and the source. For example,
water in the Himalayan region would be much pure, rich in mineral
composition and clear, than the water in cities like Visakhapatnam and
Chennai.
Packaged water as per BIS standards are of two types: packaged
drinking water and packaged natural mineral water. According to BIS, the
water packaged and sold by manufacturers like us in cities come under the
first category and the one packaged and sold by manufacturers who draw the
water from natural springs in the Himalayan region come under the second
category. As per BIS standards the first category has to go through rigorous
chemical processing, whereas the second category need not go through any
chemical process. A simple physical process without altering the footprints
of its chemical composition is enough," says analysts.
Processing:
The processing of groundwater depends on its source,
environment and soil composition. Water in general contains three
properties: toxic content, pathogenic microorganisms and minerals. The
process used at Life Line is reverse osmosis where it removes the toxic
material, reduces the microorganisms and maintains the right balance of
minerals.
Whatever process the bottlers use the basic intent would be the
same and every step should go through a check under laboratory conditions,
including the bottling area. As for boiling water, he says that one can remove
certain carbonates and pathogenic elements by that process. The hygienic
aspect also depends on the storage condition and handling of the boiled
water.
Company Profile
 Name of the Company K.F. Water Company (P) Ltd
Registered Office No.9/1, 1st Street, Dr.Thirumurthy
Nagar,Nungambakkam
Chennai – 600 034.
Branch Office No.9, Rajaji Salai 1st Street,
Nungambakkam, Chennai – 600 034.
Plant Canadian Clear Mineral Water
170/1A1 & 170/1B1, Alinjivakkam
Chennai – 600 067.
Date of Incorporation 23rd June, 2003
Project Distribution of King Fisher Packaged
Drinking Water – a Product of United
Breweries Ltd (UB Group).

The K.F.Water Company brings the worlds most famous and

popular brand. King Fisher packaged drinking water, bulk water division of
UB group of company. “King Fisher” a premium quality drinking water is
marketed and delivered at the doorstep of consumers by K.F.Water Company
Pvt. Ltd “King Fisher” a premium quality drinking water is proposed by
Canadian clear Mineral water is situated in the outskirts of Chennai, the
source is totally protected from any kind of ollution operating under license
no: 6448377 as per IS:14543 Bureau of Indian standards.
Its last initiative is a key in keeping its commitment to regulate
our supplies logistics. The Process It all begins with natural water that is
tapped from a protected under ground source. Presently company is able to
sell about 2,500 cans every day. The responsibility for the Company is to sell
the 'King Fisher" packaged drinking water in 20 liters, 25 liters and 15 liters
can thereby satisfying the customers. This water then begins its journey to
perfection where it is passed through the following stages
Multiple Barrier Treatment
The water is clarified, disinfected and subjected to enhance
filtration to remove the smallest of the impurities.

Reverse Osmosis Treatment

The water then moves to the Reverse Osmosis plan where it’s
dissolved salts are removed by reversing the scientific osmosis process.

Fine Filtration stage

Micron Filters ensure that filtration of the water is further
carried out at a microscopic level. Filters up to micron are used.

Ozonation Process
In the Ozonation, stage the water is treated with ozone to keep
if bacteria free. This also ensures that no contamination occurs until the
bottle is filled and capped.

Packaging
The bubble top jars are of unique material – a similar material
used to make baby feeding bottles Poly Carbonate is the safest costly
material used in the food industry. The advantage of using Poly Carbonate
these jars can be steam sterilized ion hot water to a tune of 80 – 90 degree
centigrade. This ensures there is zero contamination.

Quality Requirement
 The Health Ministry has proposed mineral water quality
standards in line with international norms. All packaged water bottles need
to carry an ISI certification from the Bureau of Indian Standards. The
product to be marketed by the Company will conform to the stringent
standards and the group is one of the few to receive the ISI certification from
Bureau of Indian Standards.

Promoters
Mr. G.V.Seetharama Rao and Mrs. M.Padma, Directors of the
Company promote the Company. They have good experience in successfully
manufacturing and marketing branded packaged drinking water in and
around the city of Chennai.

Marketing & Distribution

The Group markets the existing products in the greater Chennai
area, from North Chennai to South Chennai and in suburbs up to
Sriperumpudur. The distributions of the products are done directly by the
company and not through any dealer network. The company has 10
strategically located distribution points in different parts of the city and the
refills are delivered at the door step of the customers. The company operates
a total of 20 vehicles to take care of the distribution of the product.

Products
  King Fisher Packaged drinking water
20 liters can cost – Rs.45
 Deposit for two bubble tops – Rs.500
 Transi jag – Rs.250
 Hot & Cold Dispenser – Rs.10, 250
 Table top dispenser – Rs.6500

Customers
It supplies packaged drinking water to
 Corporate
 Individuals
 Competitor’s Profile

The South, which is prone to water shortages, is one of the

industry’s largest markets. Chennai alone accounts for a quarter of the
revenue of the Rs 1,000-crore packaged water industry. Seven hundred
thousand liters of water are sold in this city every day, of which
multinational water brands and Parle’s Bisleri reportedly supply 300,000
litres and 200,000 liters, respectively.
According to the TamilNadu Packaged Drinking Water
Manufacturers Association, there are 370 authorized water supply units
across the state of TamilNadu. The drinking water industry here has seen
tremendous growth in the last four years, with hundreds of small-scale
suppliers entering the water market. Regional players operate plants replete
with wells/bore wells, treatment units with modern reverse osmosis
techniques and UV radiation units.
Around 220 water units operate near Chennai. Every day,
companies rake in revenues of Rs.80, 00,000 to 1 crore from the city,
according to industry estimates. Interestingly, the ratio of each player’s
market share to the entire packaged water market is the same in both lean
and peak seasons. The higher-income group and corporate usually go in for
multinational brands like Kinley, while middle-income households prefer
local suppliers. Currently, Bisleri, Apollo and Team are among the leading
brands in the city.
The average price of a 25-litre can of water has fallen to Rs 25
from Rs.35 last year. This year, Brita, a can manufacturer that supplies 25-
litre bubble tops in Chennai, slashed prices by Rs 5. Citing a 3% market
share, the unit’s proprietor, Mohan Raj, admits that rivals have eaten into the
revenue. Chennai-based Cherio claims to have a 25% share in the regional
market and says it is one of the top five players in Tamil Nadu. Bulk water
forms 25% of Cherio’s sales, while bottled water accounts for the remaining
majority.
Bottled water is available in differently sized packaging, from 200
ml (popular on flights) to 500 ml (a huge hit among the youth) to 1 liter and
the large 2 litre bottles. Bulk water usually comes in two sizes -- the 25 liter
HDPE can and the 20 liter bubble top PET. Pepsi, for its part, has priced the
1 liter Aquafina pack at Rs 12 to cater to the mass segment. While its retail
strategy centers on the 1 liter pack, the company has also launched 2 litre
and 500 ml packs to suit various consumer requirements.
 Apart from domestic and commercial use of packaged water,
the Indian Railways is a huge potential market. Water bottles, especially the
2 liter variety, are fast movers among the traveling population. According to
officials at Cherio, the railways order 10,000 cases (of 12 bottles each) a day.
It accounts for 5% of Cherio’s water sales.
Grocers are among Aquafina’s key distribution points, while
top-end bottled water is selling fast across fine-dining restaurants. The
Chennai-based Shyam Group of Hotels’ Aqua Division -- which sells the
water brands Amravathi and Savera all over Chennai -- has fixed a
maximum retail price of Rs 30 per can. After factoring in distribution and
pilferage costs, the company says it makes a profit of Rs 2 per unit, and sells
2,500 cans a day. According to K.Paari, manager, Aqua Division, the
company bottles around 25,000 liters of water in Chennai every day. During
the summer months (April to July), this rises to about 40,000 litres a day.

The myth of the ‘safe bottle’:

Ironically, bottled water that claims to be a ‘safe’ alternative to
ordinary tap water is itself suspect, as was revealed in a high-profile expose
by the Center for Science and Environment (CSE). The CSE study in
February 2003 showed that most brands of packaged water available in the
country contain levels of pesticide -- several of them banned -- significantly
higher than permissible limits. These pesticides include organochlorines,
organophosphorous, chlorpyrifos, malathion and DDT, which can cause
serious physical impairment ranging from damage to the central nervous
system to various cancers and congenital malformations.
The study found that while packaged water brands in Delhi had
total pesticide content 36.4 times higher than permissible limits, Mumbai
brands had 7.2 times the standard content. Evian, which is imported from
France and not bottled in India, was the only brand in which no traces of
pesticide were found. Significantly, the European Economic Commission
directs that the maximum residue limit for total pesticides is 0.0005 mg per
liter, and 0.0001 mg per liter for a single pesticide.
A month after publication of the study, the government
withdrew the licences of eight bottled water units. This was followed, in
February 2004, by the affirmation by an all-party, 15-member parliamentary
committee, that beverage giants Coca-Cola and Pepsi Cola had been using
pesticide-contaminated water. Pesticides, including lindane, DDT,
chlorpyrifos and malathion have apparently contaminated groundwater
sources because India has yet to formulate a comprehensive policy on
pesticides used extensively for agriculture and vector control.

More recently, a test conducted by The Tribune newspaper

through the department of microbiology, Punjab Agriculture University
(PAU), in July 2005, revealed the presence of bacteria found in human and
animal faeces in bottled water, indicating that it was contaminated and unfit
for human consumption. Of the nine randomly-picked sealed bottles of
packaged drinking water -- HPMC, Thirst, Kinley, Fresh ‘n’ Cool, Aquafina,
Blue Label, Equal 212, Bisleri and Springwell -- from markets across
Chandigarh, all tested positive for bacteria of the coliform group which
comprises Escherichia coli (or E coli), coliform and faucal streptococci.
A significant recommendation of the parliamentary committee
was the need to introduce norms to monitor the quality of ordinary drinking
water. Such monitoring would also serve to highlight major sources of
contamination of ordinary drinking water, which is what most people in the
country drink.

Bottling industry causes water woes:

The water industry, which depends on groundwater, is a
lucrative business for several players including private suppliers who sell
water to water tankers and big bottled water companies. Over-extraction has
led to the rapid depletion of water tables as well as deterioration of water
quality in most cities. Higher rates of groundwater extraction in coastal areas
have also led to salinity intrusion into coastal aquifers, especially in Tamil
Nadu and Gujarat. Unplanned and uncontrolled groundwater extraction has
disturbed the country’s hydrological balance.
For instance, Samriti, a Hyderabad-based NGO, alleges that Sri
Sarvaraya Sugars, a bottling unit dedicated to producing Coca-Cola’s Kinley
brand of water, located in the Khammam district of Andhra Pradesh, draws
225,000 litres of water a day. As a result, bore wells in certain parts of
Sattupalli village, that has a population of 25,000, are reported to have dried
up. Similarly, M V R Mineral Water and S R Minerals, both contract bottlers
for Coca-Cola’s Kinley brand of water, have been accused of depleting
groundwater in Athur village, 40 km northwest of Chennai. M V R Mineral
Water reportedly extracts 132,000 liters of water every day through deep
bore wells.
 In Rajasthan’s Kala Dera, where there is a Coca-Cola bottling
plant, the water table has plummeted. Wells in the area, varying in depth
from 40-80 feet, are bone dry. The villagers claim that seven or eight years
ago, these wells used to have water at a depth of around 10-15 feet. Farmers
are forced to dig bore wells and use submersible pumps, with the motor
itself submerged to depths of 200 feet or more.
According to officials at the Ground Water Board’s Jaipur
regional office who visited the site of the Coca-Cola plant thrice during mid-
2004, the unit extracted 148,259 cubic meters of water in the seven months
from March to September 2003. While additional extraction amounting to
100,000 cubic meters was estimated till the end of 2003-04, the figure
during 2002-2003 was 137,694 cubic meters.
This water could have irrigated land measuring at least 10,000
bighas, and produced agricultural yields capable of sustaining around 5,000
rural families! Although companies are reluctant to part with production
figures, it is estimated that the Coca-Cola plant in Kala Dera produces 600
bottles of soft drinks every minute. Activists say that 24 trucks, each laden
with 1,100 crates, transport its products out of the plant each day. As local
sources of water become contaminated, demand increases for water
corporations to sell a product that was once free.
National Competitors
o Kinley
o Bisleri
o Aquafina

Local Competitors
o Hello
o Sabols
o Team
o Time
o Parry
o Repute
o Fresh
o Perfect
o Purita
o Eva aqua
o Bibo
o Saravana
o Ashwin aqua
CHAPTER-2
 Objectives
 Need of the study
 Limitations
 Research Methodology
SUMMARY OF THE PROJECT:
With regard to the project title, it helps to analysis the
consumer perception about kingfisher water and other branded and local
packaged drinking water that have been used in Anna nagar area. Customers
taste and preference then is also analyzed. Since the project title is to study
the customer’s awareness, this project would help to analyze consumer
behavior with reference to their consumption of water.
My main objective of the project itself is to know about the
consumer awareness. Even though the study area has given a clear picture
that I concentrated on some other areas also. In the same title itself I
concentrated on consumer perception, their buying behavior, their taste and
preference, find out the various service possibilities, find out the logistics
and distribution management system followed by company, and then know
about the consumer perception on consumption of water.
In the awareness creating section I was explained about our
product to the consumer. I explained about our product and all its features to
the consumer and explain clearly about its quality and availability. First of
all I am in a situation to educate him about our product then only I can
convert them as a regular customer. First thing is to find out the awareness
level about our product.
In the mean time I found out about the areas where the
company should concentrate in order to improve its market share and the
areas it has the possibilities to expand its service quality. It contains getting
prospects with a consumer who already having it by getting references from
him. Then find out the potential of a particular area by having a detailed
analysis.
 Accordingly I have been in a position to know about the
logistics and distribution management system followed by the company. By
understanding this and by making analysis find out any challenges faced by
the distribution and to suggest any points to improve. This was really helpful
for me to understand a logistics network and to have an idea about this
business.
I analyzed the perception of our consumers to find out the
factors that are considered by them before buy a bubble top. The main
factors considered by the consumers are price, availability, quality, quantity,
taste, and brand image. By analyzing these factors I found out some valuable
measures to understand the attitude of the consumer.
In Anna nagar area it is being covered by many corporates,
businessmen and reputed institutes. With the project work it was easy to
analyze the factors greatly striking in the minds of the customers with
reference to water consumption.
OBJECTIVES

Primary Objective
 Analyze the customer awareness about Kingfisher packaged drinking
water.

Secondary Objective
 To know about the pricing strategy followed by Kingfisher.
 To find out the market share of the company.
 To analyze which company water has competitive advantage and why.
 Analyzing the segments, which require more concentration by the
company.

Need for the project

Kingfisher is a packaged drinking water manufacturing
company. Its must to analyze its own strength, weakness, opportunity and
threats and similarly that of its competitors improve its market share and
competitive advantage.
Limitation
o The data is collected using random sampling method. So it does not
give accurate result.
o

Though the present study aims to achieve the above mentioned

objective in full earnest and accuracy, it may be hampered due to certain
limitations.

RESEARCH METHODOLOGY:
Analyzing the service provided by kingfisher in terms of both
company as well as existing customers Collecting Details from Primary Data
and Secondary Data.

Data Source
• Primary Data
Primary data are those, which are collected afresh and for the
first time and thus happen to be the original in characters. Through
collecting feedbacks from customers.

• Secondary Data
Secondary data are those which have already been collected by
someone else and which have already been passed through the statistical
process. Through Internet and the records in the company
Research Approach

Descriptive Research
Descriptive Research includes fact-finding enquiries of
different kinds. Here in the study descriptive research type is considered and
the main characteristics as implied it has developed that research has no
control over the variables the researcher can only report what has happened
or what is happening. Here was direct interview method.

Research Instrument

Questionnaire
It is field with printed sheets containing a set of questions some
open ended and some closed ended.

Sampling Unit
Here the sampling units are the consumers who are all
consuming water from different kind of source like bubble tops, Metro
water, and bore water.

Sample Size
This refers to number of items to be selected from the universe
to constitute a sample. Here the sample size is 100.
Sampling Technique
The selected respondents constitute what is technically
called as “Sample” and the selection process is called “sampling technique”

Analyzing Tools

In this project I have used pie charts and bar diagrams to explain the
contents of tables.
 CHAPTER – 3
DATA ANALYSIS AND INTERPRETATION
3.1.Water Facility available with respondents

S.No Water No. Of respondents Percentage of

Facility respondents
1 Metro Water 5 5%
2 Bore water 2 2%
3 Bubble tops 88 88%
4 Aqua guard 5 5%
5 Others 0 0%
Total no. Of 100 100%
Respondents

Water Facility Available

Percentage of respondents

100% 88%
80%
60%

40%
20%
5% 2% 5% 0%
0%
Metro Bore Buble Aqua Others
Water water tops guard
Water facility

Interpretation:
From the above chart the inferred that 88% of the respondents
are using bubble tops. 5% of the respondents are using metro water and aqua
guard respectively and only 2% of the respondents are using bore water.
3.2.Factors influenced selecting packaged drinking water

S.No Factors No. Of Percentage of

respondents respondents
1 Factors
Cost influencing 10 Packaged 10%
2 Quality
5% drinking water
52 52%
3 Brand name 9 Cost 9%
0%
4 Service 11 Quality 11%
5 0%
Known person 10% 13 13%
Brand name
6 Providing
13% Hot & Cold 0 0%
Service
Dispenser
7 Quality
11% & Service 5 Known person 5%
Total no. Of respondents 100 100%
Providing Hot &
Cold Dispensor
9%
52%
Quality & Service

Interpretation
From the chart the researcher concluded that 52% of the
respondents selected the packaged drinking water mainly for quality, 13% of
the respondents selected because of the known person and 11% of the
respondents selected because of good service. 9% of the respondents
selected the packaged drinking water by the brand name and 10 % of them
selected the water for low cost.
3.3.Awareness about Kingfisher packaged drinking water

S.No Options No. Of Percentage of

respondents respondents
1 Yes 69 69%
2 No 31 31%
 Awareness about Kingfisher

70% 69%
60%
Percentage of 50%
40% 31%
respondents 30%
20% % of respondents
10%
0%
Yes No
Options

Interpretation
From the chart the researcher found that 69% of the
respondents are aware about Kingfisher water and 31% of the respondents
are not aware about Kingfisher water.

3.4.The mode of awareness about Kingfisher water by the respondents

Percentage of
S.No Medium No. Of respondents
respondents
1 Television 16 16%
2 Paper Advertisements 20 20%
 3 Referred by known person 8 8%
Approached by Sales
4 25 25%
executives
5 Not Aware 31 31%
Total No. Of respondents 100 100%

Television

Paper Advertisements
16%
31% Refered by known
person
20% Approached by Sales
0% executives
25% 8%

Not Aware

Interpretation
From the chart the researcher interpret that 25% of the
respondents aware about Kingfisher water through sales executives and 20%
of the respondents are aware through paper advertisements. 16% of the
respondents are aware about Kingfisher water through television and only
8% of the respondents are aware through known person.

3.5. Water used by the respondents

No. Of Respondents Percentage of

S.No Brand Name
Using respondents
1 Kinley 7 7%
2 Kingfisher 5 5%
 3 Bisleri 4 4%
4 Aquafina 2 2%
5 Sabols 4 4%
6 Hello 3 3%
7 Remaining Brands 75 75%
Total No. Of respondents 100 100%

Water used by the respondents

5% Kinley
4% Kingfisher
7%
2% Bisleri
4%
Aquafina
3%
Sabols

Hello

75% Remaining
Brands

Interpretation
From the above chart the researcher conclude that 7% of the
respondents are using Kinley water, 5% of the respondents are using
Kingfisher, 4% of them are using Bisleri and Sabols respectively. 3% of
them are using Hello water and only 2% of them are using Aquafina.

3.5.1. Water used by the respondents with reference to Medium price

competitors
 No. of Respondents Percentage of
S.No Brand Name
Using respondents
1 Eva Aqua 7 7%
2 Perfect 3 3%
3 Bibo 5 5%
4 Repute 5 5%
5 Rippel 3 3%
6 Fresh 5 5%
7 Spa 2 2%
8 Merina 3 3%
9 Aqua 7 7%
10 Low price competitors 35 35%
11 Other Competitors 25 25%
Total No. of respondents 100 100%
 Water used by the respondents

Eva Aqua
7%
3% Perfect
25% 5% Bibo
5% Repute
3% Rippel
Fresh
5%
Spa
2%
3% Merina
Aqua
7% Low price competitors
35% Other Competitors

Interpretation
The above chart the researcher inferred that 35% of the
respondents are using low price water and 25% of the respondents are using
highly priced water. 7% of the respondents are using Eva aqua and Aqua
respectively and Bibo, Repute and Fresh company water is used by 5% of
the respondents respectively.

3.5.2. Water used by the respondents with reference to Low price

competitors
 No. of Respondents Percentage of
S.No Brand Name
Using respondents
1 Ashwin Aqua 4 4%
2 Maruthi 3 3%
3 Purita 3 3%
4 Jeepiar 5 5%
5 Saravana 3 3%
6 Thirta 3 3%
7 Sirungeri 2 2%
9 Aquaguard 5 5%
10 Metro Water 5 5%
11 Bore Water 2 2%
12 Medium competitors 40 40%
13 Other Competitors 25 25%
Total No. of respondents 100 100%
 Water used by the respondents
Ashwin Aqua
Maruthi
Purita
Jeepiar
25% 4% 3%3%5%
Saravana
3%
3%
2% Thirta
Sirungeri
5% Aquaguard

40% 5% Metro Water

Bore Water
2%
Medium competitors
Other Competitors

Interpretation
From the chart the researcher found out that 40% of the
respondents are using medium price competitors water. 5% of the
respondents are using Jeepiar, Aquaguard and metro water respectively and
4% of the respondents are using Ashwin aqua.

3.6.Respondents opinion about Kingfisher as a brand

 S.No Options No. Of Percentage of
respondents respondents
1 Quality Product 56 56%
2 Reasonable pricing 12 12%
3 High brand image 30 30%
4 Prompt & 2 2%
uninterrupted supply
Total no. of 100 100%
respondents

2%

Quality Product

30%
Reasonable
pricing

High brand image

56%
Prompt &
uninterruptred
supply
12%

Interpretation
From the above diagram the researcher found that 56% of the
respondents told Kingfisher as a brand resembles as a quality product and
30% of the respondents told it indicates high brand image. 12% of the
respondents told it offers reasonable pricing and only 2 % of the respondents
told prompt and uninterrupted supply.

3.7.Respondents awareness about availability of Kingfisher

water in all parts of Chennai
 S.No Options No. of Percentage of respondents
respondents
1 Yes Authendication
67 of product 67%
2 No 33 33%
80% 67%

60%
Percentage of 33%
respondents 40%
20%
0%
Yes No
Options

Interpretation
From the chart the researcher interpret that 67% of the
respondents are aware about the holograms of Kingfisher and 33% of the
respondents are not aware about Kingfisher holograms.

3.8.Awareness about the availability of Kingfisher water by the

respondents

S.No Options No. Of Percentage of respondents

respondents
1 Yes 51 51%
2 No 49 49%
 Awareness about availability of Kingfisher water

51%
51%

50%
Percentage of
respondents 49%
49%

48%
Yes No
Options

Interpretation
From the chart the researcher found out that 51% of the
respondents are aware about Kingfisher water available in all parts of
Chennai and 49% of the respondents are not aware about its availability in
all parts of Chennai.

3.9.Respondents awareness about household segment supply

S.No Options No. of Percentage of

respondents respondents
1 Yes 44 44%
2 No 56 56%
Total no. Of 100 100%
 respondents

Awareness about household segment

supply

0.6 56%
44%
Percentage of 0.4
respondents
0.2
0
Yes No
Options

Interpretation
From the above diagram the researcher concluded that 44% of
the respondents are aware, Kingfisher supplies to household segment and
56% of the respondents are not aware about its household segment supply.

3.10.Respondents opinion about replacing the existing water facility

S.No Options No. Of respondents Percentage of respondents

1 Immediately 10 10%
2 Near future 24 24%
3 No idea at present 66 66%
Total no. of respondents 100 100%
 Respondents opnion about replacing existing water

70% 66%
60%
50%
Percentage of 40%
respondents 30% 24%
20%
10%
10%
0%
Immediately Near future No idea at present
Options

Interpretation
From the above diagram the researcher conclude that 66% of
the respondents are not having an idea to buy Kingfisher water at present,
24% of the respondents have an idea to buy near future and only 10% of
them are ready to buy Kingfisher water immediately.
 CHAPTER – 3
 Findings
 Suggestions

Findings
 88% of the respondents are using bubble tops. 5% of the respondents
are using metro water and aqua guard respectively and only 2% of the
respondents are using bore water.
 52% of the respondents selected the packaged drinking water mainly
for quality, 13% of the respondents selected because of the known
person and 11% of the respondents selected because of good service
and 10 % of them selected the water for low cost.

 69% of the respondents are aware about Kingfisher water and 31% of
the respondents are not aware about Kingfisher water.

 25% of the respondents aware about Kingfisher water through sales

executives and 20% of the respondents are aware through paper
advertisements.

 16% of the respondents are aware about Kingfisher water through

television and only 8% of the respondents are aware through known
person.

 25% of the high price competitors supplying water in Anna nagar and
40% of the medium price competitors supplying in that area. Only
23% of the respondents are using low priced water and remaining
12% of the respondents are using Aqua guard, metro water and bore
water.

 7% of the respondents are using Kinley water, 5% of the respondents

are using Kingfisher, 4% of them are using Bisleri and Sabols
respectively. 3% of them are using Hello water and only 2% of them
are using Aquafina.
 7% of the respondents are using Eva aqua and Aqua respectively and
Bibo, Repute and Fresh company water is used by 5% of the
respondents respectively.

 5% of the respondents are using Jeepiar, Aquaguard and metro water

respectively and 4% of the respondents are using Ashwin aqua.

 56% of the respondents told Kingfisher as a brand resembles as a

quality product and 30% of the respondents told it indicates high
brand image. 12% of the respondents told it offer reasonable pricing.

 67% of the respondents are aware about the holograms of Kingfisher

and 33% of the respondents are not aware about Kingfisher
holograms.

 51% of the respondents are aware about Kingfisher water available in

all parts of Chennai and 49% of the respondents are not aware about
its availability in all parts of Chennai.

 44% of the respondents are aware, Kingfisher supplies to household

segment and 56% of the respondents are not aware about its
household segment supply.

 66% of the respondents are not having an idea to buy Kingfisher water
at present, 24% of the respondents have an idea to buy near future and
only 10% of them are ready to buy Kingfisher water immediately.
Suggestions
 All the respondents were selected packaged drinking water mainly for
quality. But they feel Kingfisher charging high price. It is suggested
 that to decrease the price to some extent will increase the market share
of the company.

 Most of the respondents are buying low priced water because they get
the water immediately when they required. They are thinking about
supply problem so they don’t want shift to other company water. So it
is suggested that to develop a proper supply system that will increase
the market share of Kingfisher.

 Most of the respondents are not aware Kingfisher supplies water to

household segment and its availability in all parts of Chennai. It is
suggested to do more promotional activities in all parts of Chennai
will increase the sales volume of the company.

 Most of the respondents are not aware about Kingfisher hologram

indicates this is the Kingfisher product. So the company should create
awareness about its products and its holograms then it can easily
increase the brand image of the company.
CHAPTER – 5
 Conclusion
Conclusion
From this report the researcher conclude that most of the
respondents are aware about Kingfisher water and it has very low market
share in Anna nagar area. The respondents are also aware about the
company’s holograms, its supply and availability in all parts of Chennai.
ON THE JOB TRAINING
(OJT)
Creating Awareness About
Kingfisher
Packaged Drinking Water
Company Allotted: K.F.Water Company Pvt Ltd.,
NO.9/1, Dr. Thirumoorthy Nagar 1 st street,
Nungambakkam,
Chennai-34.

Objetives
 To create awareness about Kingfisher packaged drinking water
 Analyzing customer awareness and satisfaction.
 To increase sales volume of the company.

Product – Packaged drinking water.

Task Assigned
On the job training (OJT) is mainly focused on
marketing. The main aim of on the training is to create awareness
about Kingfisher water and also market the product of K.F.Water
Company i.e. packaged drinking water by tapping the residential and
corporate customers in Anna Nagar in Chennai. The strategy it
follows is direct marketing.
Analysis of Performance Vs Target

Month/Target Assigned Target Achieved

APRIL 0 0
MAY 6 1
JUNE 8 8
JULY 8 5

Reasons for variance

 Cost is high
 Supply problem
 Not immediately give the conformation

Problems
 Awareness level of the product is very low because of less
promotional activities.
 Cost of product is high. So it was a constraint to move the product to
the suspects.
 Most of the prospects don’t like to change the water even though told
about the quality product.
Conclusion
This on the job training
 Got an exposure in the marketing field.
 It gave a clear view of packaged water industry.
 Learned new things in the field.
 Annexure

Customer Awareness about Kingfisher packaged drinking water

in Anna Nagar area in Chennai

I’m ___________________ doing MBA in ICFAI National College.

I’m doing project in Kingfisher Water Company. The detail, which you will
give, is confidential and it is purely for project purpose.

1. Name - __________________

2. Address - _______________________
_______________________
_______________________

3. Water facility available

a) Metro water b) Bore water c) Bubble tops
d) Aqua guard e) Others ___________

4. What influenced you in choosing packaged drinking water in bubble tops?

a) Cost b) Quality c) Brand name
d) Service e) Known person
f) Providing hot & cold dispenser

5. Are you aware of Kingfisher bubble tops?

 a) Yes b) No

6. How did you come to know?

a) Television
b) Paper Adds
c) Referred by known person
d) Approached by sales executives

7. What brand you are using now and how much it cost?
Brand name - _____________ Cost – Rs. ____

8. What do you look for in Kingfisher as a brand?

a) Quality product b) Reasonable pricing
c) High brand image d) Prompt and Uninterrupted supply

9. Are you aware that hologram stickers are used by Kingfisher to

authenticate the product?
a) Yes b) No

10. Are you aware Kingfisher available in all parts of Chennai?

a) Yes b) No

11. Are you aware Kingfisher delivers its supply to household segment
directly?
a) Yes b) No
12. What do you think about Kingfisher brand bubble tops replacing the
existing facility?
a) Immediately b) Near future c) No idea at present

13. Any other personal comments about KingFisher bubble tops

Contact person - _________________Designation - ______________

Contact Number - ________________

Thanks for your kind cooperation

 Bibliography

1. www.google.com
(The Hindu, Business line, Indian express)

2. ICFAI MATERIALS.
Kotler, P (2004) “Marketing Management: Eleventh Edition”
Peterson Education (Singapore) Pvt. Ltd., New Delhi.