CORPORATE MARKETING AND SALES DEVELOPMENT

Introduction
Water everywhere, not a CLEAN drop to drink! Who would have thought that there will be a day when sanitation of available water would be more of a concern than availability of water itself? Hygiene is of great concern to everyone today, and this is evident with the surging rise in the consumption of packaged/bottled water. India has 16 percent of the world's population, 2.5 percent of the land mass and 4 percent of the world's water resources. These limited water resources are depleting rapidly while the demands on them are increasing. Drinking water supplies in many parts of India are intermittent. Transmission and distribution networks for water are generally old and badly maintained, and as a result, are deteriorating. India is one of the biggest and most attractive water markets in the world. The boom time for Indian bottled water industry is to continue- more so because the economics are sound, the bottom line is fat and the Indian government hardly cares for what happens to the nation's water resources.

The Exponential increase In Demand Bottle Water : 1990-2015 MILLION CASES

300.00 250.00 200.00 150.00 100.00 50.00 0.00 1990-91 82 68.15 55.6 44.5 97 164.45 146.8 129.85 112.85 265

MILLION CASES

33 20 26 6.5 8.5 11.515.5 2.202.603.5 4.7 1991-92 1992-93 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 2000-01 2001-02 1999-2000

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

2008-09

2009-2010

YEAR

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Bottled Water means water intended for human consumption and which is sealed in bottles and other containers with no added ingredients except that it may occasionally contain safe anti-microbial agent. Now-a-days safe and pure drinking water is major necessity for human being. Bottled water may be used as an ingredient in beverages (eg. diluted juices, flavoured bottled water). Pet is the most extensively recycled plastic of the present time. 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 litre and 2 litre. Pepsi, for its part has priced the 1 litre Oxyrich pack at Rs. 15/- to cater mass segment while its retail strategy centre on the 1 litre pack, the company has also launched 2 litre and 500 ml pack to suit various consumer requirements. Despite the large no of small producers, this industry is dominated by the big players Parle, Bisleri, Coca-cola, Pepsico, Parle Agro, Mohan Meakins, SKN Breweries bottled water in the country when it introduced besleri in India 25 years ago. The all-India market for packaged water is between $145 million (Rs. 8 billion) and $21 million (Rs. 10 billion) and is growing at the rate of nearly 40 per cent per annum. 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. Apart from domestic and commercial use of packaged water, the Indian Railways is a huge potential market. According to officials at cherio, the railway ordered 10,000 cases (of 12 bottles each) a day. In coming years the demand of packaged drinking water will be increased very rapidly, so there is a huge scope for new entrepreneurs to venture into this project. News reports indicate that other MNCs like Unilever are also eying the market.

DEMAND OF WATER WOULD NEVER GO DOWN & WATER WOULD NEVER BE OUT OF BUSINESS

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Objective
Primary Objective
1. My primary objective is to get the exposure of the corporate world. 2. To know the attitude of the consumer in FMCG towards the product of Oxyrich Drinking Water.

Secondary Objective
1. Understand the key customer relation with company. 2. To find out current market position of Oxyrich. 3. To compare the market competition among different player. 4. To find out future challenges for bottle water market. 5. To find out opportunity in bottle water market. 6. To study reason behind growth of the bottle water market.

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Chairman Desk
Dear Friends Success is inevitable for those who dream big and aim high. We at the Manikchand Group have always adhered to our ethos of ingrained value-add systems, good business practices with total transparency in our deals. As our vision soars high, and our venturs cross horizons, I couldnt help but look back and see what made it all possible. Was it the zealous drive that each of our team member displayed? Or the unwavering commitment of each individual to deliver beyond expectations? Or was it the foresight of our torchbearers? I would like to say that it has been a combination of all, plus something more; something deep inside of us that we delved inside of us that we delved into and churn out to create a revolution; a dream that has taken wings and flown higher and beyond the skies. Today,the success of our Group stands testimony to the value of this dream having achieved and accomplished ;and yet having the hunger to do more. I cannot but take pride in being part of the enormous family that the Manikchand Group is today. And as we go from strength to strength, and more stars to our galaxy, I am assured in the confidence of adding more sparkle to our success;because what you have seen is just the beginning . I am sure that in the time to come,youd hear more from us. Keep Soaring R.M.Dhariwal

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About Company
Manikchand Group, a large business conglomerate, established in the year 1958, encompassing twelve industries, has a presence across three continents. Our range of products, available through a strong network spanning over fifty countries include Tobacco, Mouth Freshners, Packaged Drinking Water, Electrical Switches, Wind Farms, Flexible Packaging, Offset Printing, Packaged Tea Manufacturing, Flour Mill, Real Estate and Construction. We are the largest producers of Manikchand Oxyrich, which contains more than 300% Dissolved Oxygen, along with 100 to 120 ppm of essential minerals, at pH level between 6-7, just right for the human body. Our revolutionary process of Oxygen Enrichment, has received a Patent in India and South Africa, and is also expected from several other countries. Our Plant in Pune is the 1st Bottled Water Company to be awarded ISO 22000: 2005 certification by TUV, Germany, globally recognized, and the latest standard in food safety management system.

Vision & Mission

As we rise to conquer new horizons, our commitment and steadfast drive to excel and achieve, fuel our aspirations. We strive to deliver beyond expectations; and envision a leadership position to be the best in the world. Our vision, of being a winning organization which unparallel as well as unique, is driven by business process that are dynamic ,quality that is world class, and an innovative approach to understanding market dynamics. We are aiming to be right at the top, where path-breaking technologies and resources will create a centre of excellence that is geared to meet any challenge, and successfully take us to a dominating and everlasting leadership position.

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Company Profile
Basic Information Company Name: Business Type: Dhariwal Industries Limited Manufacturer Tobacco Products, Pan Masala, Mouth Freshners, Packaged Drinking Water, Electrical Switches And Accessories, Pre Form, Closures Manikchand House, 100 / 101 D. Kennedy Road, Rmd, Calcutta Meetha Paan, Oxyrich, Xen, Latina.

Product/Service (We Sell):

Address: Brands:

Number of Employees: Above 1000 People Company Website URL: http://www.manikchandgroup.com

Ownership & Capital Year Established: Registered Capital: Ownership Type: Legal Representative/Business Owner: 1958 US$5 Million - US$10 Million Corporation/Limited Liability Company

Dhariwal Industries Limited

Trade & Market Main Markets: Total Annual Sales Volume: Export Percentage: Southeast Asia US$50 Million - US$100 Million 1% - 10%

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About Manikchand Oxyrich

Launched in 2003, Manikchand Oxyrich brand has created its USP as a 300 per cent oxygenated mineral water and commands a premium pricing (Rs 15 for 1 liter) in the market. The company has applied for patents in salmost 20 countries and is now waiting to take its brand to other countries beginning with West Asia. Marking an investment between Rs 12 crore and Rs 15 crore, the company has adopted a franchisee model for its water business as it expands its operations into new territories such as Lucknow, Gujarat and Jaipur in the near future. . With a 9 per cent volume share for its Oxyrich rich brand, the company is hoping to take it to 15 per cent share in the next two years. According to the company, the total size of packaged bottle drinking water business is estimated at Rs 1,800 crore and is poised to grow to Rs 2,200 crore by 2010 at a rate of 40 per cent every year. Last year, it also introduced a second brand Taral, to compete with the regular packaged water brands. Currently, water contributes a turnover of Rs 150 crore to the business.

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WATER & OXGEN

The Elixir of Life
Water - the sweet nectar of life; the glass of immeasurable joy and invaluable health. From water flows all life-forms; it is the source of all human energy keeping the body metabolism in shape and boosting energy levels. Water is what forms 75% of the whole earth; and 70% of the whole human body. A blissful combination of the hydrogen and oxygen atoms, water is what makes the world go around. The purity of this elixir of life needs to be captured and sustained to fully realize its eternal benefits.

The Essentials of Life

Water and oxygen are the two most basic essentials of life and energy. Oxygen is a natural energizer and body purifier. You can survive weeks to months without food, days without water, but only minutes without oxygen. Providing sufficient levels of oxygen to every part of the body promotes optimum health. Oxygen provides the energy for immune system, growth, maintenance, repair, and all the other functions of the body. It also allows you to detoxify chemical pollutants. Needless to say, more the amount of oxygen, bette it becomes for a pure, healthy living.

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ISO 22000 CERTIFIED

Manikchand Oxyrich is the only bottled water with ISO 22000 certification. ISO 22000 is the latest and most stringent standard for safety in the food supply chain. It is a reflection of our committment to provide excellence at all levels.

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PURIFICATION PROCESS
The Empowerment of Life
A robust framework enables precision and adds value to a process. Equipped with the right tools and techniques, goals are achieved and perfection attained. The process of manufacturing packaged drinking water through internationally employed methodologies at OXYRICH is supported by the most modern and sophisticated infrastructure. Right from sourcing the raw water to various stages of filtration and the final packaging, global standards are followed to ensure purity, quality, and superiority.

Source Water
The water used is from protected well, an approved source which meets the Indian standard IS:10500. The source is situated in an unpolluted area and well protected from external contamination.

Purification
The water is processed with multi-stage purification processes such as -Sand Filter, Activated Carbon Filter, Ultraviolet Disinfection,Ultra Filtration, Reverse Osmosis, Ozonation.

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Difference between Oxyrich and Other Bottled Water Brands

1. Enriched with 300% dissolved oxygen. 1. Very low or unknown.

2. The only ISO 22000 Certified Plant with patented technology. 3.Superior processing technology with

2. No such certification.

3. Generlly they use one or two system of purification.

purification systems like ACF, UV, UF, RO, OZONE. 4. Contains essential minerals required by our body.

4. Mineral content reduced after purification processes resulting in lack of essential Mineral content of our body.

5. Mineral composition and taste is same throughout India. 6. Uses eco friendly processes. 7.Companys own production of pre form cap, label and bottle in most hygienic condition, thereby guaranteed Quality

5. Mineral composition not uniform.

6. Mainly un eco friendly processes used. 7. All or many components are outsourced. Thereby Compromising in quality.

Standard of packing material also.

8. Uses source water from protected bore wells in an unpolluted area.

8.Mostly they use Municipal or Industrial Water.

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Methodology
This research has been conducted to get the desired information from the hotels and restaurants where questions were asked to the customer.

Overview of survey: Survey was conducted for the duration of two months that is from 11 th June till 10th August. The method adopted for this survey is questionnaire method as questionnaire is thought to be most suitable because it allows structured, meaningful and uniform interaction with the respondent.

Research instrument: Questionnaire was used to gather information about Manikchand Oxyrich from the hotels and restaurants.

Classification and tabulation of data: The data obtained by questionnaire was fed in the computer and tabulated. This was done to facilitate analysis about various aspects.

Tools used in the research: Research design: Exploratory Research Sample design: Corporate Survey Sample size: 100 Hotels and restaurants selected randomly in Pune city. Data collection: Questionnaire Method

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Sources of data: -

1) Primary data: Collection of primary data is totally through market survey. As a part of survey retailers were contacted and in depth analysis of their feedback was done.

2) Secondary data: Collection of secondary data is done through Internet, magazines, as well as newspapers.

3) Research conducted in following areas: Kalyani Nager Koregawn Park Band Garden J.M. Road Senapati Bapat Road Apte road

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OBSERVATION AND FINIDINGS

As mentioned earlier project is entitled as Corporate Marketing and Sales Development. To carry further research I have selected questionnaire as research instrument. After conducting the survey for 100 corporate establishments, my findings and analysis are as follows: If project title is considered, it is very important to know the availability of Oxyrich in the Pune market.

1. Availability of Oxyrich.
Sr.No. 1 2 3 4 5 6 7 8 Brands Availability Aquafina 20 Oxyrich 18 Bisleri 15 Kinley 12 Bailley 11 Himaliya 9 Qua 5 Other 10

Availability
7 Qua 5% 6 Himaliya 9% 8 Other 10% 1 Aquafina 20% 1 Aquafina 2 Oxyrich 3 Bisleri 4 Kinley 5 Bailley 11% 2 Oxyrich 18% 5 Bailley 6 Himaliya 7 Qua 4 Kinley 12% 8 Other 3 Bisleri 15%

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2. Quality Perception

S. No. 1 2 3 4 5 6

Brands Bisleri Aquafina Oxyrich Kinley Bailley Himalaya Qua Other

Quality perception 30 15 15 13 11 5 3 8

Quality perception
Qua Himalaya 3% 5% Bailley 11% Kinley 13% Bisleri 30% Other 8%

Aquafina 15%

Oxyrich 15%

Inference from this chart is that when retailers were asked about the quality perception of various brands, 15% retailers were in favour of Oxyrich and 15% in favour of Aquafina, which is the nearest competitor of Oxyrich. Others brands like Bisleri includes 30%, Bailley 11%, Kinley 13%, Himalaya is 5%, Qua is 3%and others include 10%.
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3. Competitors of Oxyrich

Sr.No. 1 2 3 4 5 6 7

Brands Aquafina Himalaya Bislery Qua Bailley Kinley Other

Competitors of Oxyrich 23 17 15 13 11 9 12

Competitors of Oxyrich
Competitor of Oxyrich 23% 17% 15% 13% 11% 9% 12%

Aquafina

Himalaya

Bislery

Qua

Bailley

Kinley

Other

Inference from this chart is that 23% retailers were of the view that Aquafina is main competitor of oxyrich, 17% voted for Himalaya 15% voted for Bislerie,13% for Qua , 9% were for Kinley, 11% for Bailley, and 12% were in favour of other brands.

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4. Quality of Oxyrich
Sr.No. 1 2 3 4 5 Quality of Oxyrich Excellent Good Average Poor Can't Say

Retailers
45 30 15 0 10

Quality of Oxyrich

Can't Say 10%

Excellent

Poor 0% Average 15%

Good

Excellent 45%

Average

Poor

Good 30%

Can't Say

Inference from this chart is that 45% of the retailers felt that quality of Oxyrich is excellent, 30% said its good, 15% said its average, and 10% do not have any view. Therefore, it can be deduced from this study that the quality of Manikchand Oxyrich is considered to be the best and it is gaining popularity to a large extent.

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5. Retailers view towards Promotional activity

Promotional Activities Price Attributes Service Advertisement Others Retailers View 30 05 45 15 05

Sr.No. 1 2 3 4 5

Retailers View

Advertisement 15%

Others 5% Price 30% Price Attributes Service Attributes 5% Advertisement Others

Service 45%

Inference from this chart is that when the retailers were asked that what should be the key factor for promoting Oxyrich then 30% said that it should lower the prices and 45% said that it needs to improve the service being provided by its distributors and 15% said that they should focus on the advertisement and branding issue.
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6. Sales performance

S.No. 1 2

Brands Oxyrich Others

Sales performance 52 48

Sales performance

Oxyrich

48% 52%
Others

Inference from this chart is that 52% sales performance was estimated from retailers point of view and for others it accounted for 48%.

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7. Retailers view about pack size

Sr.No. 1 2

Pack sizes 1ltr others

Retailers view 70 30

Retailers view

others 30% 1ltr others 1ltr 70%

Inference from this chart is that 70% of the people prefer 1ltr bottle whereas 30% prefer other categories.

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8. Retailers view about Oxyrich Display

S.No. 1 2

Retailers view Yes No

Oxyrich Display 40 60

Oxyrich Display

40% 60%

Yes No

Inference from this chart is that 40% of the retailers displayed Oxyrich in their outlets while 60% of the other did not display Oxyrich in their outlets.

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THE 4PS OF MANIKCHAND OXYRICH PACKAGED DRINKING WATER

PRODUCT
Manikchand OXYRICH, processed without chemicals has been likened to breathing air from the forest or off the ocean. Oxyrich is clear, smooth, pure water with a refreshing boost of extra oxygen. It is perfect way to replenish the bodys supply of much needed water and oxygen perfect for anyone who wants to be replenished! OXYRICH has seven product variants in it, they are as follows: -

1. 200ml cup 3/3. 500ml bottle 10/5. 1.5ltr. 20/7. 20ltr.jar 75/ASIAN SCHOOL OF MANAGEMENT, PUNE

2. 200ml bottle 5/4. 1ltr. 15/6. 2 ltr. 25/-

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CORPORATE MARKETING AND SALES DEVELOPMENT Another product is TARAL which is a packaged drinking water.

PRICE
The company has adopted skimming price policy that is pricing above the competition. Sometimes higher than average convey an impression of above average product quality or prestige. Oxyrich is available in different quantities starting from 500ml bottle to 20ltr jar to cater to all kinds of customer needs.

PLACE
The company is following the policy of mass distribution aims for maximum sales exposure by securing distribution from all Those outlets from which final buyers might expect to purchase the product right from Restaurants to paan shops to juice Corners. Oxyrich is distributed throughout Pune to serve the high-end customers.

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PROMOTIONS
Manikchand Oxyrich uses all kinds of promotional tools. Company advertises oxyrich in print ads, danglers, banners etc.

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SWOT ANALYSIS OF MANIKCHAND OXYRICH Strengths

Competitive price in the premium segment. Quality maintenance. Latest technology and innovation. Well-established brand image in other parts of the country. High market potential.

Weaknesses
Untapped network distribution Lack of awareness in the market Dissatisfaction among some retailers Absence of lucrative schemes for retailers

Absence of POP material support.

Opportunity

Threats
Huge competition in the market Lucrative schemes offered by competitors to retailers Well established soft drink market

Health conscious consumer in the market Increasing consumerism. Expansion into key markets with 40% growth rate. Very few players in the premium segment. Regular increase in the potential consumers. Wide market presence. Untapped rural market.

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Corporate Social Responsibility

Mr. Rasiklal Manikchand Dhariwal was born in 1939. He had been the Executive Council member of Shirur Shikshan Prasarak Mandal, an institution that runs two colleges, eight high schools, two junior colleges, and one postgraduate institute of management. He has been the president of Shirur Municipal Council from 1969 to 1974 to 1985, close associate of the late Indira Gandhi, Prime Minister of India, President of Shirur Taluka Congress Committee. Today, due to busy schedule in business, he has withdrawn from active politics. Corporate Social Responsibility for us at the Manikchand Group is not only a company policy, but also more of a heartfelt need to serve the society at large. Today if we as company stand tall and successful, it is due to the support and affection society has extended to us. Though we have taken a couple of initiatives towards helping the society solve its problems. The group started the foundation with the healthcare and education as its focus area. The reasons we decided to concentrate on these two sectors were because they were interlinked and based on common challenge of illiteracy. In our country, illiteracy is the core problem for the number of issues. As for healthcare, it leads to low awareness on diseases, the availability of medical facilities, treatments, etc. When I visited few villages and towns in India, I realized that giving access to healthcare information and medical facilities at subsidized rates would definitely help reduce the pair of mortality rates in these areas.

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CORPORATE MARKETING AND SALES DEVELOPMENT I also feel that India has a rich heritage and importance can be realized only by educating people. Having been brought up in small town of Shirur in Maharashtra, it was my dream to bring this place good health and medical facilities. Hence, Matoshree Madanbhai Dhariwal Hospital was set up here.

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CONCLUSION
Oxyrich packaged drinking water with brand Manikchand is competing well in the premium segment in the short period. While if we look at the overall market of bottled drinking water in Pune, its competing with brands like Kinley, Aquafina, bisleri. But its lagging behind cheaper brands like sumeru, urja, oxygen, and Kate aqua, pure aqua. This is so because local brands give greater margin to the retailers and attract them quite easily. So for Oxyrich, it need to give good schemes or offers to retailers, which would enable them to deal with it. In a nutshell it can be concluded that Oxyrich is different from others in the following ways: Technologically superior processing. Uniform taste all over. Essentials minerals. Stringent Quality Control Procedures. An Eco-friendly process In house production of Pre form, Cap and Bottles in the most hygienic condition.

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Recommendations & Suggestions

After completing the market survey of oxyrich I have concluded so many things and have some recommendations and suggestions to improve the effectiveness of oxyrich. Some of the recommendations are as follows

Recommendations:
1. Company must use tag with bottle. So customer and consumer both can get knowledge and benefit about 300% extra oxygen (Dissolved) in water. 2. Company should make different policy or pricing strategy for different customer.

Suggestions:
1. Company must consider this aspect that its competitors like Kinley and Aquafina provide fridges to the retailers with their soft drink stock. Due to these reason retailers are bound to keep the brands of the same company who has provided them cold storage equipments.SO oxyrich must provide something like this to compete its competitors. 2. The company should also concentrate on selling its 20ltr jars directly to corporate offices, where they can provide a free dispenser for affixed period of contract of jars. 3. Last but not the least company should provide POPs and danglers, posters to the retailers so that customers may be reminded about oxyrich at the time of purchase. Sales Representatives should push the retailers to display oxyrich with other brands because more the shelf space is covered more it sells. 4. The company must choose a brand ambassador for oxyrich to endorse it based on the liking of its target audience. As no product can succeed without an effective advertisement.

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LIMITATIONS
Throughout the study utmost care has been taken to avoid biases, errors, so as to ensure authenticity and accuracy. While doing this project, some problems were faced which are mentioned below: While conducting market survey retailers were a bit reluctant to give information about the brand they deal with because of time constraint and other apprehensions. Also some of the retailers were not interested to give their phone numbers and other required information. In many cases they just refused to spare any time Assumption is made that the views and suggestions given by respondents are his own perception and idea. The study is not free from sample error and seasonal changes in sales figure may affect the quantitative data. Last but not the least deciding factor is paucity of time.

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APPENDIX QUESTIONNAIRE FOR RETAILERS

1) Retailers particulars: Name:-__________________________________Address: -_________________________________ City: - __________________________________Time: _________________________________

2) What are the brands you deal with?

a) __________________b) _________________c) ______________________d) ________________

3) What are the different pack sizes you order for? a) 200ml d) 2 Liter b) 500ml e) 5 Liter. c) 1 Liter f) 20Liter

4) Rank the brands according to their sales performance in your outlet. a) __________________b) __________________c) ___________________d) __________________ 5) Rank the brand according to quality perception. a) __________________b) __________________c) ___________________d) __________________

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6) Do you deal in Oxyrich?

If yes, how many product variants you have?

Yes :

No:

a) __________________b) __________________c) __________________d) ___________________ If no, describe the reason.

7) According to you what is the quality of Oxyrich/Taral ? a) Excellent b) Good c) Average d) Poor e) Cant say

8) Which brand is the major competitor of Oxyrich? a) __________________b) __________________c) __________________d) ___________________

9) How can the company promote Oxyrich in the consumer market? a) Price d) Advertisement b) Attribut e) Other c) Service

10) Please give your valuable suggestion regarding any aspect / problem.

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BIBLIOGRAPHY
Books: 1.Research Methodology Methods and Techniques by C.R Kothari. 2.Marketing Management by Philip Kotler. 3. Marketing Research by Rajendra Nargudkar.

Internet: 1. www.google.com 2. www.manikchandgroup.com 3. www.oxyrich.com 4. www.magindia.com 5. www.niir.org

Magazines and Newspapers: 1. Business today 2. India today

3. The Business line

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