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Geetansh Arora - RPR - BBA2603 PDF
Geetansh Arora - RPR - BBA2603 PDF
(BBA-2603)
On
Lucknow
Session 2022-2023
School of Management
Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.), India
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ACKNOWLEDGEMENT
Before I get into the thick of the things I would like to add a few heartfelt words for the people who
were part of this research report in numerous ways and people who gave unending support right from
the stage the project was started, appreciated and encouraged when being depressed.
In this context I would like to express my gratitude towards my parents and family members who
I owe my sincere gratitude towards faculty g uidMs. Neha Yadav f BBDU, LUCKNOW for
And finally I would like to thank my friends for their unending support,
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INTRODUCTION
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INTRODUCTION
Consumer Behaviour
Consumer behavior is the study of when, why, how, where and what people do or do
not buy products. It blends elements from psychology, sociology, social psychology,
people's wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general. Customer behaviour study is
based on consumer buying behaviour, with the customer playing the three distinct roles
of user, payer and buyer. Relationship marketing is an influential asset for customer
behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
functions can be categorized into social choice and welfare functions. Each method for
vote counting is assumed as a social function but if Arrow’s possibility theorem is used
for a social function, social welfare function is achieved. Some specifications of the
homogeneity and weak and strong Paretooptimality. No social choice function meets
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characteristic of a social function is identification of the interactive effect of alternatives
and creating a logical relation with the ranks. Marketing provides services in order to
satisfy customers. With that in mind, the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et
al., 2009).
Belch and Belch define consumer behavior as 'the process and activities people engage
processes they use to select, secure, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have on the consumer and
both individually and in groups such as how emotions affect buying behavior. It studies
consumer from groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field. marketing is an
influential asset for customer behavior analysis as it has a keen interest in the
to-one marketing. Social functions can be categorized into social choice and welfare
functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some
and strong Pareto optimality. No social choice function meets these requirements in an
identification of the interactive effect of alternatives and creating a logical relation with
the ranks. Marketing provides services in order to satisfy customers. With that in mind
the productive system is considered from its beginning at the production level, to the
In the late 1990s, Bisleri launched its Pure and Safe advertisement campaign to
convince the consumers that it was the only pure and safe branded water in the market.
Bisleri realized that with thenew players also clambering on to the purity plank, it had to
Parle Bisleri launched its Play Safe advertisement campaign. The company tried to add
a fun element toBisleri to rejuvenate the brand. The ultimate aim was to increase
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Parle Bisleri tried to make quality and the purification processes of water as their unique
The competitive strategy used by Bisleri was product differentiation. Bisleri had used
packaging to differentiate their products, for that it had introduced a tamper proof seal in
In the late 1990s, Parle Bisleri launched an advertisement campaign to create a distinct
brand image-'There is just one Bisleri.' Hoardings and point-of-sale promotion material
backed an aggressive print-and-TV campaign, and every interaction with the consumer
was used as an opportunity to reinforce the message that Bisleri was "pure and safe."
Lately, Bisleri decided to penetrate every possible segment of the market by introducing
more pack sizes and to establish the brand strongly with trendy packaging. In 2000,
Bisleri launched the 1.2 litre pack. Thisadded to the five pack sizes that Bisleri had (500
ml, one, two, five and 20 litres). The new pack was pricedat Rs 12. Bisleri also launched
smaller packs like the 300 ml cup. This 300 ml cup was targeted at large gatherings like
Bisleri also planned to target the soft drinks market, the company was confident that by
2003, the water business would grow at the cost of the soft drink market. Bisleri planned
to target the soft drinks market by adding a fun element to the product.
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Finally, Bisleri launched its Play Safe advertisement campaign. The advertising
campaign saw a shift in positioning from "pure and safe" to "play safe."
NO, Bisleri’s new positioning will not help it in achieving its ambitious targets due to the
following reasons:
New entrants into the branded water market like Pepsi and Coca-Cola were equally
aggressive in marketing their brands. They will be dominating in most of the segments.
Most of the analysts felt that with the cola giants shifting their focus to branded water in
India, Bisleri would be the worst sufferer. Others felt that given the pace at which Kinley
and Aquafinawere eroding Bisleri's market share, 2003 could be too late for Bisleri to
Since long, the branded water sector had largely been dominated by Bisleri (with almost
70% market share).The market is segmented into three segments: Premium, popular &
bulk. But this whole scene changed inthe 1990's. New players like Pepsi's Aquafina,
Coca-Cola's Kinley and Nestle's Pure Life have entered into themarket giving Bisleri a
tough competition. In 2000, the branded water market had grown to Rs 7 billion.
Qualitybeing the prevalent factor, the companies started different kinds of packaging to
the market. Companies are investing heavily into their marketing and advertising
strategies so as to differentiate their product in the market. They also have to take
careof various factors into account like improved supply chain/distribution networks of
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the existing players like Pepsi & Coca cola. Apart from this, the branded water is now
available in various quantities viz. 500 ml, 1 l, 2 l etc. Also, the bottle size & packaging
has become the deciding factor in this market. Total bottled market has a size of Rs11-
12bn of this around Rs7bn is in the hands of organized sector and rest iswith
unorganized sector. In the organized sector Bisleri is the market leader with 45% market
share followed by Bailey with 23-24% market share. PepsiCo and Coca-Cola too have
market share in the range of 8-9% individually. Rest of the organized market is well
distributed among small regional players. The market for the past three years has been
growing at unimaginable rates of more than 80%, this can be explained on account of
the lower base of previous years. The Rs 1,000 crore branded packaged water market,
which was once synonymous with the desi Bisleri, is now witnessing intense competition
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Black box model
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX BUYER'S
RESPONSE
The black box model shows the interaction of stimuli, consumer characteristics, decision
(between people) or intrapersonal stimuli (within people). The black box model is
related to the black box theory of behaviorism, where the focus is not set on the
processes inside a consumer, but the relation between the stimuli and the response of
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the consumer. The marketing stimuli are planned and processed by the companies,
whereas the
environmental stimulus are given by social factors, based on the economical, political
and cultural circumstances of a society. The buyers black box contains the buyer
characteristics and the decision process, which determines the buyers response.
The black box model considers the buyers response as a result of a conscious, rational
decision process, in which it is assumed that the buyer has recognized the problem.
However, in reality many decisions are not made in awareness of a determined problem
by the consumer.
Information search
Once the consumer has recognised a problem, they search for information on products
and services that can solve that problem. Belch and Belch (2007) explain that
• Personal sources
• Commercial sources
• Public sources
• Personal experience
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The relevant internal psychological process that is associated with information search is
selects, organises, and interprets information to create a meaningful picture of the world'
Stage Description
- Selective attention consumers select which promotional messages they will pay
attention to
important to them
The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.
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WATER, WATER EVERYWHERE
When we were kids in school, we learned that each molecule of water is made up of two
hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up
our squirt guns with water, at least until the principal caught us. What we really didn't
learn, however, was how much water we needed in order to be healthy human beings.
West Europeans, south Asians and Japanese live in the most densely populated regions
of the globe and worry constantly about the quality of their drinking water drawn from
rivers and lakes. Most is polluted and unfit for human consumption. In North
America, people never worried about water quality and safety until early 1970’s and
restaurants always provided iced water free. Some still do. Then came Perrier, the
French mineral water emphasizing how restaurateurs could increase their revenues by
replacing iced water service with bottled water. Restaurateurs never miss an opportunity
to increase their profits, and soon studies started to surface claiming that serving iced
water was costly and no one benefited. Many restaurants started serving automatically
bottled water, and charged outrageous amounts i.e $ 3.50 for 300 ml. These days, a
750 ml bottle goes for $ 10.- in some restaurants, plus applicable taxes and tip!
Meanwhile, the word savvy bottled water marketers started circulating the myth that
drinking bottled mineral water is safer, never mentioning what their studies were
comparing.
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It is said that the inhabitants of seven cities between Switzerland and the Netherlands
consume the water of the Rhine River. In these parts people drink beer, wine, bottled
water or fruit juices and shun tap water. North Americans have recently begun to drink
bottled water, but already the distinction between spring water, mineral water, and
filtered tap water is blurred beyond redemption. Spring water must come from a natural
springs with proven purity of contaminants; mineral water must contain 2000 parts per
million in minerals; and filtered tap water means just that. Europeans always preferred
mineral water or eau de source (spring water) since their rivers were polluted a long
time ago. Now considerable efforts are made to clean all major European Rivers. The
Rhine River, the Thames, the Loire are clean enough to allow several species of fish to
thrive.
As always, large companies with considerable cash reserves dominate the market.
Groupe Danone, a French conglomerate, markets Evian, Volvic and Crystal Springs;
Nestle Pure Life and San Pellegrino. Not to be outdone soft drink giant Coca-Cola joined
the cause with filtered tap water and positioned their brand as pure, safe, lifestyle water.
Coca Cola markets Dasani and Pepsi Cola Aquafina. When it comes to mineral water,
Pellegrino, Aqua di Nepi, Lete (Italy), Ramlosa (Sweden);Borsec (Romania) stand out.
They display distinct taste profiles that spring and filtered waters lack, but tend to be
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litres per capita, Italians 158 litres, French 133, Dutch 119, Germans 101 and
Americans 76. The low per capita consumption can be attributed to the illusion that tap
water is safe. In reality, only large cities control tap water quality regularly and vigorously
and treat it appropriately for safety. In small communities, scarce financial resources
and lacking expertise often make tap water safety questionable. Since the introduction
percent in five years and continuing growth of the market is forecast by the Canadian
Bottled Water Association in Richmond Hill, Ontario. The question for restaurant patrons
remains whether to ask for bottled or mineral water, or demand ice water.
It all depends on the situation. You can ask politely for ice water, if that is what you
prefer, or a glass of wine, or beer. The cost is almost the same for all the three, or you
can complain to management that prices charged for bottled water are ridiculous as is
INFORMATION EVALUATION
At this time the consumer compares the brands and products that are in their evoked
set. How can the marketing organization increase the likelihood that their brand is part
terms of the functional and psychological benefits that they offer. The marketing
organization needs to understand what benefits consumers are seeking and therefore
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Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The
marketing organization must facilitate the consumer to act on their purchase intention.
provide an incentive to buy now. The relevant internal psychological process that is
Postpurchase evaluation
The EKB model was further developed by Rice (1993) which suggested there should be
a feedback loop, Foxall (2010) further suggests the importance of the post purchase
evaluation and that the post purchase evaluation is key due to its influences on future
purchase patterns.
BUYING
whose seller fails to deliver the securities contracted for, can 'buy in' the
securities from a third party with the defaulting seller to make good.
or tournament.
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• In management and decision making, buy-in (as a verb or noun) signifies the
stakeholders) to 'buy in' to the decision, that is, to agree to give it support, often
On the English stock exchange, a transaction by which, if a member has sold securities
which he fails to deliver on settling day, or any of the succeeding ten days following the
settlement, the buyer may give instructions to a stock exchange official to "buy in" the
stock required. The official announces the quantity of stock, and the purpose for which
he requires it, and whoever sells the stock must be prepared to deliver it immediately.
The original seller has to pay the difference between the two prices, if the latter is higher
than the original contract price. A similar practice, termed "selling out," prevails when a
The practise is not limited to the UK Stock Exchange but is found in various forms on
most stock exchanges. The rules vary according to the local regulations, and the party
3. Short a CFD.
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4. Sell a Single Stock Future (SSF) in the futures market.
COMPETITION IN MARKET
The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple of
years. This is drawing the big guns attention. First Britannia launched Evian. And recently, soft
drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning a
foray.
Meanwhile, Parle Agro’s Bailey has been growing steadily. Small local players too are breathing
down Bisleri’s neck riding on better trade margins and intensive distribution (in their respective
areas of operation).
The competition facing Bisleri can be categorized into a few brand names like
Parle Bailey
Pepsi Aquafina
With Parle’s Bailey being the main competitor and second in market share in the organized
AQUAFINA
The advantage for Aquafina is that though there are over 300 labels of bottled water in the Indian
market, few can be called brands. It is necessary to remember that every product with a name is
creating space in such a market, which is completely different from the soft drinks market, where
it will be very difficult for any new player to find a slot. So the creative team at HTA virtually
had an empty canvas to work on. And it came up with a campaign that did have people talking.
First, a series of teasers, followed by a film that showed healthy bodies and youthful people and,
Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10, is competitive.
And it is safe. In addition to the tamper proof seal, there is a reliable method of checking whether
the bottle has been refilled. The date of manufacturing has been written on the cap as well as on
the bottle. Thus a person who is refilling it would have to find a matching cap and bottle, the
Coca-Cola joined the race by announcing the imminent launch of its own brand of water and, in
the process, putting to rest rumors of its so-called takeover of Bisleri. Kinley is targeting
institutions.
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Bailley the brand that is owned by Ramesh Chauhan’s brother Prakash Chauhan is very popular
in the southern part of India. Southern part of India accounts for 20% of the sale of the whole
water market industry. Bisleri would have a tough competition from Bailley since the company
plans to spread its presence in that part of the country. Another thing that makes the competition
difficult for the company is the price at which it’s competitor is offering the product. Like Bisleri
it also gives the 1 lt. For Rs.10. The only strength point of the company, which it can capitalize,
is it’s generic name. And also the company would have to enter that market with a strong
distribution base. We know the fact that Bailley has grown at a rapid pace using the route of
franchising, which Bisleri has not adopted as yet. This is another point, which the company
PRODUCT PROFILE
“It’s a compliment being generic to the category, but its not very good when consumers think any
Chairman of Parle Aqua Minerals has become a generic brand. Bisleri was the first marketed
bottled water in a totally virgin market. The brand has become synonymous with mineral water;
consumers accept any brand offered by the retailer when they ask for Bisleri.
So far Ramesh Chauhan’s Bisleri enjoys the largest market share of 56% in the Rs1100 crores
mineral water markets and is growing at the rate of 180% per annum. Annual sales of Bisleri
have touched Rs400 crores. In seventies, 'Bisleri' was the only mineral water, which had national
presence, and the sale was to the tune of approximately one hundred thousand cases valued at
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MANUFACTURING
A quick look at Bisleri's manufacturing reach indicates that it is represented across the country –
North accounts for 35% of sales for the industry, West accounts for 30%, South 20% and the
East 15%.
In order to be available in untapped areas Bisleri has setup 16 plants located all over the country -
three-fourths of which are company owned. The balance is run by franchisees. Bisleri has 5
plants in the North, 5 in the West- two of which were setup in the last year at Ahmedabad and
Surat, 4 in the South and 2 in the East. The company has bottling units located in Chennai,
Bangalore, Goa, Calcutta, Mumbai, Delhi, Jaipur, Uttar Pradesh, Punjab, Indore and Nepal. The
new plants are being set up in states like Kerala, Orissa, Bihar and North Eastern States, which
It is also changing its production strategy and shifting to a 10-hr production schedule with sudden
Bisleri has planned to expand its operations by investing Rs.60 crores in the upgradation of
facilities. The 120-bottles per minute (BPM) capacity of the 16 units across the country will be
Conscious of the environmental implications of its PET bottles, the company is to set up
recycling plants at Delhi and Chennai, each with an outlay of Rs.50m. These will process 500 kg
of PET per hour. The processed material will be an input for polyester yarn manufacturers. In
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centers other than Delhi and Chennai, the company will set up crushing units to crush the used
PET bottles.
The company's expansion plans will see its water bottling capacity go up from the present 400
million liters to 500 million liters. Parle Bisleri Limited (PBL) is planning to invest Rs 200 crores
to increase its bottling capacity and double its turnover. The expansion will also increase the
number of company's bottling plants from 16 at present, to 25. The company will set up all the
new plants as green field plants. It doesn’t have any intentions to acquire any existing plants.
Is Dangerous
Because of the large number of possible hazards in drinking-water, the development of standards
for drinking-water requires significant resources and expertise, which many countries are unable
The World Health Organization (WHO) publishes Guidelines for Drinking-water Quality which
many countries use as the basis to establish their own national standards.
The intergovernmental body for the development of internationally recognized standards for food
is the Codex Alimentarius Commission (CAC). WHO, one of the co-sponsors of the CAC, has
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advocated the use of the Guidelines for Drinking-water Quality as the basis for derivation of
The Centre for Science and Environment, a non-governmental organization based in New Delhi,
has set up the Pollution Monitoring Laboratory to monitor environmental pollution. Its main aim
is to undertake scientific studies to generate public awareness about food, water and air
contamination.
The bottled water market share of major brands is Bisleri (51%), Bailley (17%), Yes (11%)
Drinking water filled in hermetically sealed containers of various compositions, form, and
FACTS
Bottled drinking water samples of some top brands– Bisleri (Parle Bisleri Pvt. Ltd.), Bailley
(Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca Cola
Beverage Pvt.
Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were being sold
and manufactured in Mumbai and nearby areas like Pune and Daman, were purchased randomly.
All the samples were purchased from retail outlets in the market and from railway station and
were checked for proper seal, date of manufacture and batch number.
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Even the top brands, which claim to use treatment methods like purification filtration, activated
carbon filtration, demineralization and reverse osmosis were found to contain residues of
pesticides. It might be due to the reason that the manufacturers may be by-passing the raw water
after partial treatment and remixing it with the fully treated stream so as to cut down the cost of
treatment. On the basis of the results different brands can be rated in terms of total organ chlorine
Aquafina Macblue
Bailley Kinley
Seagull Sheetal
Bisleri Brilliant
Bally Apurva
marketing strategy based on differentiation works on the principle that any aspect of the offer and
any activity of the firm can be made distinctive compared with the competiting offers. Right
from technology, plant location to post sale and service a company can perceptibly differentiate
and many buyer values. Companies usually choose those functions , Which give them the
Different firms adopts different strategy stances as their situational design differ-
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Broadly strategy stances can be classified under three heads-
Offensive Strategy-
Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that
is not presently the leader usually employs it, but it aspires to leadership position in the Industry.
Defensive Strategy-
The leader who has the compulsion to defend his position against the confrontation of powerful
existing competitors or to dislodge the leader from his topmost position usually employs it.
Niche Strategy-
A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a
small market segment for itself with unique products / services supported by a unique marketing
mix.
It does not fully bring out the import of the inseparable linkage between the two. When the
selection of the target market is over an important part of the marketing strategy of the firm is
Assembling the marketing mix means assembling the four P’s of marketing in the right
combination.
The firm has to find out how it can generate the best sales and profit. It plans different marketing
mixes with varying levels of expenditure on each element and tries to figure out the effectiveness
ADVERTISING CAMPAIGN:
While designing the advertisement campaign, it is necessary to keep in mind the opinion leaders.
Youth are the opinion leaders of the present time. And thus it becomes necessary to design the
campaign keeping the youth in mind. The opinion leaders would further trickle down the
This is exactly what Bisleri is doing. Bisleri has started an advertisement campaign stressing the
point of purity and flaunting the patent right the company has over the breakaway seal. The
company has tried to put the message across louder, by using the ad campaign that catches the
Bisleri that was looking for a differentiator decided to make the breakaway seal the symbol of
purity. The tamper-proof seal was developed, around which the communication was woven. The
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campaign stresses the safety provided by the breakaway seal by illustrating the ease with which
The objective with the campaign would have been to highlight the tamper-proof seal and create
doubt in the consumer’s mind of the purity of the other brands. That is, Bisleri is the only one
To conclude: We find that new advertisement campaign of Bisleri is eye catching. This is what
the company should do. And also the company should make the message clearer to the customers
that it has the patent right over the breakaway seal. In the survey we found that the consumers are
aware of the breakaway seal but are not aware that the company has the patent right.
Apart from a high dose of investments on expanding bottling capacities and an ad budget that’s
risen six-fold over last year, if Bisleri wants to penetrate every possible segment of the market, it
can do that by introducing more pack sizes and establishing the brand strongly with trendy new
packaging.
Apart from creating consumer pull with campaign, the company, to increase its sales would have
to do the sales push as well. For that it would have to give the retailers and other stockiest high
trade margins and incentives for keeping the product. This is very important in case of this
product because consumers would take up what is available to them at ease and whatever retailer
is giving.
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ADVERTISING CAMPAIGN OF BISLERI
Every brand needs a good advertising campaign to establish itself in the market. So it becomes
very imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand.
Bisleri started its game plan with the punch line of ‘Pure and Safe’ and used the same catch-line
for advertising. But with the advent of many new players, all claiming the purity, it became very
imperative for Bisleri to differentiate its product so as to stand out in the market. Bisleri found
the answer in ‘sealed cap bottles’. It claimed 100% purity. While the bottles of the other brands,
it claimed, could be refilled with ordinary, or even germinated water, Bisleri’s seal capped
bottles ensured the consumer of purity of water and single-used ness of the bottles. The ad
showed a milkman and a child showering their buffaloes and filling the ‘so-called’ mineral water
bottles with the same water and packing them with the simple polythene seal and the consumer
not knowing about the ‘purity’ of the water he is drinking. Next clip shows the Bisleri bottles
being sealed with plastic caps and ensuring the purity of water. The ad did work for Bisleri and it
In 2000, some giant brands like Pepsi and coca-cola entered the mineral water industry with a big
bang. Bisleri now had a big threat of maintaining its market cap. While Coca-cola introducing its
brand ‘Kinley’ as a health care product, Pepsi projected ‘Aquafina’ as something as pure as
‘Your own body’. Pepsi targeted the young generation and introduced Aquafina as a fancy
product to carry.
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The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and thus give your
body the purest water. The ad showed young vibrant models and created the atmosphere of
youthfulness.
Water, Pepsi claimed, was no longer a simple beverage, but was something highly fashionable.
They complimented it by giving their bottles an attractive look. This soon caught the eye of the
consumer. All these factors made Pepsi the biggest upcoming competitor of Bisleri (whereas
Kinley lagged behind the race, showing a doctor advising a family to take Kinley for pure water
Bisleri, to counter-attack the new ‘Feel-Young’ fever had to even bolder steps. They first
changed their base line from ‘Pure and Safe’ to ‘Play Safe’. They tried a brand new ad campaign
to catch the fancy of consumer. The new ad showed a young romantic couple on a marooned
island, when the girl seductively attracts the guy and he follows her in trance. The moment he
gets hold of her, she whispers something in his ears. The next few shots show the guy looking for
something in frenzy…can not find it….rushes towards the chemist’s shop….buys ‘something’
(keeping the audience in suspense…or rather implicitly pointing for ‘……’). The girl opens it
and….POOF….takes out a bottle of Bisleri and quenches her thirst. Caption: “Play Safe”. This
campaign was to catch the attention of youth and a new Indian society which is supposed to be
‘not-so-prudish’. Thus Bisleri has taken a very bold step. The T.V. ads have been complimented
by print ads also. The company has to focus on the marketing management of the product. In
light of the challenge in front of the company and its current strengths and position, we have
incorporated the marketing mix to counter the marketing strategies of the competitors by
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CURRENT MARKET SCENARIO”
A few years back, the mineral water market had been crawling at the rate of 3-4%, or even a
lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF bottles. But
increasing cases of typhoid and other waterborne diseases began to be reported. In addition to
this, liberalization happened and the mineral water industry began to be stirred and shaken. The
market started growing an astounding rate of over 100% per annum. The fact that there were
very few players in the market meant that their business grew by leaps and bounds.
The market today has grown to Rs11bn. The organized sector -- branded mineral water -- has
only Rs5bn of market share. The rest is accounted for by the unorganized sector, which is
dominated by small regional players. The market is still growing – at a rate greater than 80% per
annum.
In the branded segment, Parle’s Bisleri is the market leader with a share of more than 45%. Parle
Agro’s Bailley comes a close second with market share of 15%. Other major players in the
market are Yes of Kotharis, Ganga of T-Series, Himalayan, Hello, Nestlé’s Pure Life, Pepsi’s
Sensing the opportunity that this segment holds, MNCs began to draw up plans to enter the
market.
Today the market is proving to be yet another battlefield for an ongoing battle between the Desi’s
and MNC’s. Last year the industry had around 170 brands. This figure is over 300 presently. The
major foreign players are Coca-Cola promoted Kinley, Pepsi’s Aquafina, Britannia’s Evian,
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India’s largest packaged water company Bisleri International Pvt. Ltd is to enter value-added
water business. The company will launch flavoured packaged drinking water in the country by
“We are conducting research and development with at least 12 fruit flavours, such as nimbu
paani, strawberry and orange, for flavoured water. We aim to launch it by March next year,” said
According to Datamonitor Plc., a UK-based consumer research firm that tracks various sectors in
India, the flavoured water market was estimated to be around $50 million (Rs196 crore) in 2006
With the move, Bisleri aims to strengthen its position in a space in which other leading beverage
companies have also evinced interest. Companies such as Coca-Cola India Inc., PepsiCo India
Holdings Pvt. Ltd and Tata Tea Ltd, also plan to enter the flavoured water business. So far, there
is only one prominent player, DS Foods, in the segment. Its brand, Catch, is priced at Rs30. “The
flavoured water market is still at a nascent stage in India. Higher price, limited products and
alternative home-made products are some of the barriers for the growth of this segment,” said
Bisleri’s focus on premium segment, however, is part of its strategy to tap higher-margin
opportunities in the packaged water business. Last year, it had launched a premium water brand
Mountain Water, which currently contributes 25-30% to its total sales. The company plans to
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“We are in talks with several distributors in Europe to launch our premium water there. The deal
is expected to go through by December this year,” said Chauhan. The company also plans to
tweak its packaging and look to give it an international appeal and compete with biggies such as
The moves, said Chauhan, are aimed at trebling Bisleri’s sales from around Rs300 crore now, to
Rs1,000 crore by 2009. To push its sales, the company is also planning to double its distribution
network from 800 distributors this year to around 1,500 in the next six months. Also, the
company plans to double its capacity of one million bottles a day through adding more contract
Meanwhile, the company continues to rule the conventional bottled water segment. It said that
for October, it registered sale of 2.66 million cases across the country against 1.79 million cases
Chauhan also dismissed speculation that he may sell out his water business.
He said Bisleri was doing well and he had no plans to sell it out.
“We might have sold our carbonated brands, including Thums-Up, Limca and Gold Spot, due to
a lack of choice. But, now I am in a position to build and sustain Bisleri and will not sell it at any
cost,”he added.
33
COMPANY PROFILE
34
COMPANY PROFILE
BISLERI
35
Bisleri Ltd.
Founded 1965
Pvt.Ltd.)
Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged
36
It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5
litre, and 20 litre. Its operations run throughout the subcontinent of India and is one of
the leading bottled water supplying companies in India. As of 2007[update], Bisleri has 8
Composition
• 160-TDS
• 7.2-ph factor
• 13.6-Calcium
• 22-Chlorides
• 58-Bicarbonate
• 7.8-Magnesium
• 2-Nitrate
• 19.3-Sulphates
• 66.1-Hardness
History
Bisleri was originally an Italian company created by Felice Bisleri, who first brought the
idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass
bottles in two varieties – bubbly & still in 1965. Bisleri bought over Bisleri (India) Ltd. in
1969 and started bottling water in glass bottles under the brand name ‘Bisleri’. Later
37
Bisleri switched over to PVC non-returnable bottles & finally advanced to PET
The brand name Bisleri is so popular in India that it is used as generic name for bottled
water.
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in
two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This
company was started by Signor Felice Bisleri who first brought the idea of selling bottled
water in India.
Bisleri bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass
bottles under the brand name 'Bisleri'. Later Bisleri switched over to PVC non-returnable
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a period of 10
years and the average growth rate has been around 40% over this period. Presently we
have 8 plants & 11 franchisees all over India. We have our presence covering the entire
span of
India. In our future ventures we look to put up four more plants in 06-07. We command a
60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the
fact that we pioneered bottled water in India, has made us synonymous to Mineral water
& a household name. When you think of bottled water, you think Bisleri.
38
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to
suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml,
1L,
1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.
Till date the Indian consumer has been offered Bisleri water, however in our effort to
bring to you something refreshingly new, we have introduced Bisleri Natural Mountain
Water - water brought to you from the foothills of the mountains situated in Himachal
Pradesh.
Hence our product range now comprises of two variants : Bisleri with added minerals &
It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is
put through multiple stages of purification, ozonised & finally packed for consumption. .
Rigorous R&D & stringent quality controls has made us a market leader in the bottled
In our endeavour to maintain strict quality controls each unit purchases performs & caps
only from approved vendors. We produce our own bottles in-house. We have recently
procured the latest world class state of the art machineries that puts us at par with
International standards. This has not only helped us improve packaging quality but has
also reduced raw material wastage & doubled production capacity. You can be rest
assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is
free of impurities & 100% safe. Enjoy the Sweet taste of Purity !
39
Genesis
The name that epitomizes mineral water today was first introduced in Mumbai in the
early 60's. In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of
selling bottled water in India. His company Bisleri Ltd. offered mineral water in two
In 1969 Bisleri bought over Bisleri (India) Ltd. and started bottling Mineral water in glass
bottles under the brand name 'Bisleri'. In due course Bisleri switched over to PVC
Expansion
Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone
growth with their turnover multiplying more than twenty times in a short span of 10
years. The average growth rate over this period has been around 40% with Bisleri
enjoying more than 60% of the market share in the organized mineral water segment.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4
new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that we
were the pioneers of the bottled water industry in India has made us synonymous to
Mineral water and a household name. So naturally 'When you think of bottled water, you
think
Bisleri'.
Rigorous Research and Development and stringent quality controls have made us
market leaders in the bottled water segment. Bisleri has always been committed to
40
offering every Indian pure and clean drinking water. Hence Bisleri water is put through
consumption.
To maintain strict quality controls in every unit, we not only purchase caps from
approved vendors, we also manufacture our own bottles, in-house. To be at par with
which has not only helped us improve packaging quality but has also reduced raw
You can rest assured that you are drinking safe and pure water when you consume
Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity!
BISLERI TODAY
The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.
However in an effort to offer something special to our loyal consumers we have recently
introduced Bisleri Natural Mountain Water - water brought to you from the foothills of the
mountains situated in Himachal Pradesh. This newly launched offering has widened our
product range to two variants: Bisleri with added minerals and Bisleri Mountain Water.
OUR VISION
Our vision is to be the dominant player in the branded water business where the second
41
Our Mission
We are in the business to serve the customer. He is the most important person. He is
the only one who pays. He deserves the best quality and presentation at a worth of the
price. We must have world class quality, at the lowest production & distribution cost.
This will make us an unbeatable leader, and will have satisfied loyal customers.
Our values
Transparency.
Ramesh Chauhan
Chairman
PRODUCT
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to
suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml,
42
1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable
packs.
Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium
bicarbonate which are essential minerals for healthy living. They not only maintain the
pH balance of the body but also help in keeping you fit and energetic at all times.
Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and
Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of
youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy capable
of taking you back to nature. Bisleri Natural Water is bottled in its two plants in
Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml,
50
ml
,1
litr
e,
1
.5
litre,
43
2
litre
and 5
litres.
Vedica Natural Mountain Water comes to you in all its untouched purity, right from its
source. Gushing from an aquifer with intense pressure, the natural mountain water is
pushed above the ground surface to a height of 5 meters above ground level, powerfully
and consistently. The underground geological origin guarantees that there is no external
Contamination, since the mouth of the water source is covered from rocks on all sides.
Besides, being naturally fortified with silica, the spring is naturally free form any
Microbial infection or pollution. Vedica Natural Mountain Water is also low on sodium,
making it the perfect choice for the health conscious. It has a high proportion of
sulphates, which work as natural detoxifying agents. And it’s clear, sweet taste proves
that it is free of calcium carbonate and magnesium carbonate salts, which give some
mineral waters a chalky taste. Scientifically put, the Total Dissolved Solids in Vedica
Natural Mountain Water is225mg/ltr. It is also high in sulphates, the natural detoxifying
agents. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste
of purity. Vedica Natural Mountain Water is available in 500 ml and 1 litre bottles
44
Comparative study of Chemical Parameters of Vedica, Himalayan,
7 Magnesium (ppm) 13 15 24 8
45
Bisleri with Added Minerals:
This product is bottled drinking water at its best. Bisleri with added minerals has a TDS
count (total dissolved solids count) of approximately 100. It contains minerals such as
magnesium sulphate and potassium bicarbonate which are essential minerals for
healthy living. They not only maintain the pH balance of the body but also help in
Bisleri with added minerals is also put through multiple stages of purification to ensure
the elimination of all forms of bacteria. This makes the water you drink completely safe
to consume. Bisleri with added minerals is available in 250ml cups, 250ml bottles,
500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.
Every drop of Bisleri water is purified as per international standards to ensure that your
Bisleri experience always remains pure and satisfying for longer. The following is a brief
CHLORINATION:
ARKAL FILTER:
CARBON FILTER:
REVERSE OSMOSIS:
MICRON FILTRATION:
OZONATION:
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in
two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This
company was started by Signor Felice Bisleri who first brought the idea of selling bottled
water in India.
Bisleri bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass
bottles under the brand name 'Bisleri'. Later Bisleri switched over to PVC non-returnable
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a period of 10
years and the average growth rate has been around 40% over this period. Presently we
47
have 8 plants & 11 franchisees all over India. We have our presence covering the entire
span of
India. In our future ventures we look to put up four more plants in 06-07. We command a
60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the
fact that we pioneered bottled water in India, has made us synonymous to Mineral water
& a household name. When you think of bottled water, you think Bisleri.
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to
suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml,
1L,
1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.
Till date the Indian consumer has been offered Bisleri water, however in our effort to
bring to you something refreshingly new, we have introduced Bisleri Natural Mountain
Water - water brought to you from the foothills of the mountains situated in Himachal
Pradesh.
Hence our product range now comprises of two variants : Bisleri with added minerals &
It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is
put through multiple stages of purification, ozonised & finally packed for consumption. .
Rigorous R&D & stringent quality controls has made us a market leader in the bottled
In our endeavour to maintain strict quality controls each unit purchases performs & caps
only from approved vendors. We produce our own bottles in-house. We have recently
48
procured the latest world class state of the art machineries that puts us at par with
International standards. This has not only helped us improve packaging quality but has
also reduced raw material wastage & doubled production capacity. You can be rest
assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is
free of impurities & 100% safe. Enjoy the Sweet taste of Purity !
Mountain water
For over 30 years, Bisleri has been the pioneer in the bottled water industry with its
innovations and an eye for perfection. And ever since it was established in 1969, Bisleri
This search has now led us to the new Natural Mountain Water. Inspired by nature, it
comes to you from a pristine source situated in the beautiful and scenic mountains of
Northern India.
49
Natural Mountain Water resonates with the energy and vibrancy of health and well-
being. It is packed with the goodness of nature's minerals which will refresh your senses
and rejuvenate you. We invite you to experience our Natural Mountain Water - The
sweet
taste of purity.
The water contained in deeper aquifers (water bearing zones) are under hydraulic
pressure. Due to high piezometric head and recharge area being at higher elevation, the
wells are under artesian conditions and it makes the water to flow freely without
pumping i.e. under automatic conditions. Auto-flow of the tube well is 10,000 liters per
hour (167 liters per minute). However on pumping it yield 20,000 liters per hour.
The plant area falls within the spring line. Artesian conditions are confirmed to the Tarai
zone, south of the spring line. Confined aquifers occur where ground water is confined
such an aquifer, the water will rise above the bottom of the confining bed. If the water
level rises above the top of the confining layer, above the ground surface, free
50
Hydroogical Setup
There are plenty of moist and water logged areas around the spring line particularly
during monsoon season. The sand and gravel associated with the finer fraction are the
major aquifers in this zone. These are generally in continuity and are recharged through
them by downward percolation and consequent lateral outflow within the zone.
The plant area falls within the spring line. Artesian conditions are confirmed to the Tarai
zone, south of the spring line. Confined aquifers occur where ground water is confined
such an aquifer, the water will rise above the bottom of the confining bed. If the water
level rises above the top of the confining layer, above the ground surface, free
Genesis
The origin of natural mineral water proposed to be drawn from the aquifer at a depth
ranging from the aquifer at a depth ranging from 62.50 m to 79.30 m below ground level
pebble & boulder of quartzites, which act as natural and most hygienic filters. The
coarser sediments (sand & gravel) occur alternating with clay beds, which act as natural
caps. Since the material (sand & gravel) water bearing zones which have been tapped
in the tube well are composed of quartzites which contains mainly Sio2, hence there are
no chances of mixing any constituents with the ground water. In view of the above the
quality of water is also not likely to be changed on pumping and with seasonal changes.
51
The aquifers, which have been tapped, are under artesian conditions and water flows
automatically.
PACKAGING
The most critical aspect of our bottling process that sets us apart from the rest of the
industry is the fact that our bottles remain untouched right through the rinsing, filling,
Filling:
Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the
RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which means
that every bottle is held by the neck automatically while being inverted, rinsed and
sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-
inverted and transferred to the filler. At the filler these bottles are straightened up and
gradually lifted to the filling valves which open only when a bottle is placed under them.
After the filling process the bottles are then transferred to the capping section. Here
ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our
water is ozonated all product contact parts are of 316L grade stainless steel and the
rubber parts are of EPDM. (All components are water lubricated above the table top.)
Labelling:
From the capping section the bottles are directly sent to the labeling section. All Bisleri
bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows
each individual bottles to be spaced out and fed to the labeling station where precisely
cut labels with a strip of hot melt glue at the leading and trailing edge, get rolled around
the bottle. These labels are fed into the machine in a roll form too.
Quality Check:
From here on, the bottles go through an online check where qualified personnel inspect
each bottle for any leaks or breakages. They are then packed into sturdy cartons which
53
Water - the Beverage your Body Needs Most
When we were kids in school, we learned that each molecule of water is made up of two
hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up
our squirt guns with water, at least until the principal caught us. What we really didn't
learn, however, was how much water we needed in order to be healthy human beings.
54
BISLERI CARES
Bisleri Cares!
Water - also called the elixir of life, makes up 70% of our bodies and is consequently
most essential for our existence. Although we can survive for weeks without food, it only
takes a few days before lack of water in our body becomes fatal. Our bodies lose about
250 ml of water everyday. Therefore, it is important to keep in mind that water needs to
everyday.
55
Origin of bottled water
In the
18th century, water supply was not safe so consumption of bottled natural mineral water
was a privilege of the highest in society, captains of industry, politicians, royalty and so
million bottles.
The first plastic bottle was launched in 1968 by Vittel. This bottled water was aimed at
more general public consumption. Bottled water was introduced for the first time in
In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass
56
In the mid 1980’s, another revolution in the bottled water industry moved the market
forward with PET (Polyethylene terephtalate), a new recyclable plastic material that
became the packaging benchmark worldwide. This new lighter, stronger material
improved packaging practicality to meet the evolving consumer needs. In due course
Parle Bisleri also advanced to PET returnable and non returnable containers.
Safe drinking water shortage around the world particularly the third world countries
contributes to the fact that the bottled water industry in India is growing at the rate of 40
% every year. Even though it accounts for only 5 percent of the total beverage market in
India, branded bottled water is the fastest growing industry in the beverage sector. This
also insinuates that there is increasing health awareness towards the importance of safe
Bisleri, since its inception has become a name synonymous with safe drinking water and
meets the requirement of the average Indian through its model distribution system in the
Bisleri has been awarded the Reader’s Digest ‘Most Trusted Brand’ twice. Because of
this reliability, it would be fair to say that the price that we would pay for a bottle of
Bisleri is the price paid for assurance of health since 90% of diseases in India are water
borne.
57
Importantly, Bisleri bottled water, though priced same as other bottled water brands in
India, contains added minerals which are lost from our bodies when we sweat and need
All our / Bisleri plants follow a stringent process for purification of the raw ground water
wherein 157 tests are carried out to assure the end consumer of the safety of bottled
water.
Out of every 1000 litres of source water taken from the ground to be processed at the
Bisleri plants, 956 litres is given back as safe drinking water to the population of the
nation. The remaining quantity is mainly lost to evaporation. Several industries like
paper, steel and sugar have a more damaging global footprint and waste huge
quantities of ground water during their processes to make the final products.
In India, Bisleri has given birth to PET recycling industry of sorts by creating value for
recycled plastic bottles. Unlike plastic bags and sachets, the litter that could have been
caused by used bottles has been curbed because rag pickers find it worthwhile to
collect these bottles. All bottles after crushing and re-processing have good economic
value and are used as raw material in various industries other than food (pillow &
mattress filling, etc). Reliance buys huge quantities of PET every year and plastic is no
A study carried out by Indian Institute of Packaging (IIP) for the Health Ministry of India
says that Polyethylene Terephtalate or PET is inert and does not undergo any leaching
58
of colour or chemical into the contents of the bottle ( till six months of multiple use) or
The Bisleri trust called the Jayanti Lal Chauhan Trust (JCERT) works extensively in the
areas of ground water augmentation and rain water harvesting in several states of India
and has till date completed 35 projects of check dam construction, mostly in the state of
Gujarat, and has succeeded in conserving 10 thousand million litres of rain water
through these check dams and talavs. This water would have been lost to the sea but
The Trust also aids several non – government organizations of high credibility which
Like the erstwhile brands of Parle which took the country by storm – Thumsup, Limca,
Maaza & Goldspot, Parle Bisleri also continues to stand for supreme quality and highest
reliability and keeps its promise of nothing but the best to every Indian.
59
RESEARCH OBJECTIVES
Company product.
METHODOLOGY
60
RESEARCH METHODOLOGY
INTRODUCTION
evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also dealt
with and lead to a logical deduction towards the analysis and results
RESEARCH DESIGN
The research design applied here was exploratory research and descriptive research.
Exploratory Research is one in we don’t know about the problem, we have to find about
the problem and then work on solving the problem. Whereas in case of descriptive
research, we know the problem, we just have to find the solution to the problem.
Generally descriptive research design is applied after exploratory research design. Here
after doing the secondary research, we found the general perception about the retail
baking but then in second phase we tried to figure out where the difference lies and on
RESEARCH TOOL
The purpose is to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which remain unanswered , this shall
be further taken up in the next stage of secondary research. This stage shall help to
restrict and select only the important question and issue, which inhabit growth and
61
DATA COLLECTION:
Both primary and secondary data have been collected very vigorously
Secondary data: it is collected by the study of various reports. The reports studied
The report is the result of a survey which was undertaken in Lucknow city. The
objectives of the project has been fulfilled by getting response from the customer
evaluate the brand loyalty for the products of Hyundai and the willingness of the
The project also covers an analysis of the switch over of customers to competitors
Project undertaken the problem of analyzing the customer satisfaction level of the
Bisleri and to find the Consumer behaviour of the product Bisleri Mineral water .
Based on the problem the objective of the research is divided into two which are as
follows:
62
Primary Objective:
Secondary Objective:
The research design used in the project is exploratory design. The investigation is
carried upon the customers in Lucknow city. The reason for choosing this design is to
get responses from the customers so that their perception about the products of the
The primary data source has been collected through questionnaire by personally
Websites
Books
Newspaper
Personal consultation
63
THE AREA OF WORK
The field work is conducted in the Lucknow city (east zone) in various Places like
kirana stores and retailers situated in different location all over the city.
The sample size consists of 100 Respondent out of which the most logical and non
biased response are selected thus the sample size is taken out to be 100 Respondent.
64
LIMITATION
65
LIMITATION
Though, best efforts have been made to make the study fair, transparent and
error free. But there might be some inevitable and inherent limitations. Though outright
It was not possible to cover each and every Retail shop due to time
constrains.
the questionnaire.
The decisiveness on the part of the customers regarding some question hence difficulty
66
DATA ANALYSIS
AND
INTERPRETATION
67
DATA ANALYSIS AND INTERPRETATION
Do you like the idea of purchasing Bisleri products
Yes 87
No 13
13 %
87 %
Yes No
Interpretation :
87% respondent said that they have idea to purchase Bisleri product but 13%
68
Have you ever purchase product of Bisleri?
Yes 77
No 23
23%
Yes No
77%
Interpretation :
77% respondent said that they purchase bisleri product but 23% respondent not
What helps you to decide which product of mineral water you purchase ?
69
TV Advertisement 23
Personal recommendation 36
Special offer 11
Radio advertising 17
News paper 7
Word of mouth 6
7% 6%
17% 23%
11%
36%
INTERPRETATION :
70
23% respondent said that TV advertisement to help for purchase bileri product,
Weekly 27
Monthly 37
daily 27
None 19
71
17 % 25 %
25 %
33 %
Interpretation :
25% respondent said they purchase bisleri product weekly, 33% monthly, 25%
daily, and 17% respondent said that they never purchase bileri product.
For which one of the following purpose you visit in your product ?
Others 9
72
9%
11%
57%
23%
Interpretation :
57% respondent said that they purchase brand good, 23% local brank, 11% gathering
20 Ltr. 33
2 Ltr. 33
1 Ltr 27
73
500 ML 7
74
27% 7% 33%
33%
Interpre
tation :
33%
respondent
they purchase 20 Ltr. Cane, 33% respondent 2Ltr. 27% respondent 1 Ltr. And 7%
What according to you are attractive features that buy Bisleri product ?
Taste 32
Economy 49
75
19 %
32 %
49 %
Interpretation :
32% respondent said that they prefer taste, 49% economy and 19% respondent
Yes 91
No 9
76
9%
91%
Yes
No
Interpretation :
91% respondent said that they are satisfied with bisleri product but 9% respondent not
77
Q9) Do according to you Bisleri product have changed the way the
Yes 71
No 29
29 %
71%
Yes No
Interpretation :
71% respondent said that bisleri product have change the way with mineral water but
78
Yes 89
No 11
11%
Yes No
89%
Interpretation :
89% respondent said that they suggest to other to bisleri product but 11% respondent
said no.
Satisfactory 23
Fair 27
Good 21
79
Very good 13
Excellent 9
13% 9% 7%
23%
21%
27%
Interpretation :
7% respondent rate for bisleri product is poor, 23% satisfactory, 27% fair, 21%
good,
Bisleri 37
Kinley 32
Himalaya 23
80
Others 8
8%
23% 37%
32%
Interpretation :
37% respondent said that they use Bisleri, 32% Kinley, 23% Himalaya and 8%
SWOT ANALYSIS
STRENGTH WEAKNESS
81
Strong Brand Image. Poor advertisement
Economy.
Good in taste
OPPORTUNITIES THREATS
Each and every one take mineral water Strong competitors like Yes
in tea time.
Strong advertising by competitors.
Good taste for customers
82
CONCLUSION
83
CONCLUSION
The report comes to the following conclusion
The customers of Bisleri are brand loyal with only a small percent want to shift
over to other brands. Trying of other brands by customers is mainly because the
Economy is the basic feature influencing to built brand Image. The best
Due to high brand loyalty the customers of Bisleri recommend its product to
others.
84
RECOMMENDATION
85
RECOMMENDATION
The recommendations are
The brand loyalty for more Bisleri can be increased if the Taste and appearance of
the products are given due attention because Britania has captured a major share
The switch over of the customers can be prevented if more of new products are
launched more frequently like Britannia which launches new products with slight
The most selling mineral water should be given schemes like some games for
children.
86
BIBLIOGRAPHY
87
BIBLIOGRAPHY
BOOKS AUTHORS
Websites
www.Bisleri.com
www.google.com
www.wikipedia.com
88
APPENDIX
89
QUESTIONNIARE
Q3) what helps you to decide which product of Mineral water you
purchase?
Q5) for which one of the following purpose you visit in your product?
90
(c) Only gathering information
(d) Others
Q6) In the past what items have you purchased Bisleri Product?
Q7) What according to you are attractive features that buy Bisleri product
?
Q9) Do according to you Bisleri product have changed the way the
91
Poor
Satisfactory
Fair
Good
Very good
Excellent
Q12. Which Brand of Mineral water are you using?
Bisleri
Kinley
Himalya Others
92