A

SUMMER PROJECT REPORT

ON
ANALYSIS OF DISTRIBUTION EFFICIENCY OF
BISLERI IN NOIDA
Under the guidane !"

Bi#$eri Internati!na$ P%t& Ltd&' Shahi(a(ad
Submitted by
RAJEE) *UMAR
In partial fulfillment for the award
of
MASTER OF BUSSINESS ADMINISTRATION
Manga$+a, In#titute O" Manage+ent - Tehn!$!g,
Maha+a,a Tehnia$ Uni%er#it,' N!ida
1



BISLERI INTERNATIONAL PVT LTD, SAHIBABAD
Report Submitted for the Partial ullfilme!t of the
De"ree of MASTER OF BUSINESS ADMINISTRATION
#Affiliated to $ahamaya Te%h!i%al &!i'er(ity , Noida)
#*+,, - *+,.)
SUBMITTED TO SUBMITTED BY

MR.SANJEEV SINGH RAJEEV KUMAR
Sr.EXECUTIVE HR M.B.A 3
RD
SEM.
BISLERI INTERNATIONAL MIMT
(P) LTD.SAHIBABAD(U.P) ROLL NO-111!"#1#!

!


DECLARATION
I, RAJEE) *UMAR , hereby de%lare that the pro/e%t 0or1 e!titled of the
a0ard of the of MASTER OF BUSSINESS ADMINISTRATION&
ANALYSIS OF DISTRIBUTION EFFICIENCY OF BISLERI
At N!ida i( a! authe!ti%ated 0or1 %arried out by me at Bi#$eri Internati!na$
P%t& Ltd& Shai(a(ad& i! the (uper'i(io! of Mr& ARUN S.ARMA for the
partial fulfillme!t a!d thi( 0or1 ha( !ot bee! (ubmitted for (imilar purpo(e
a!y0here el(e e2%ept to $a!"almay i!(titute of ma!a"eme!t, 3reater Noida
affliated to $AHA$A4A TE5HNI5AL &NIVERSIT4 , NOIDA6
Date/
P$ae/ RAJEE) *UMAR
MIMT
012334356

3


AC*NO7LED8EMENT
A!y 0or1 'i(ible i( !ot the effort the pre(e!ter o!ly,but there are ma!y other(
behi!d the %amera a!d my report al(o i( i( !ot a! e2%eptio! to thi( 6 (o, i! the
pro%e(( of re%o"!i7i!" the effort( of tho(e behi!d the (%e!,I ta1e imme!(e
plea(ure i! tha!1i!" BISLERI INTERNATIONAL P)T LTD
SA.IBABAD for their permi((io! to do thi( pro/e%t i! thi( e(teemed
or"a!i7atio!
I 0ould li1e to tha!1 Mr&8AURA) C..ABRA0MANA8ER CORPORATE
RELATION MIMT6 for their 1i!d %ooperatio! a!d %o!(ta!t e!%oura"eme!t
I ta1e thi( opportu!ity to e2pre(( my deep "ratitude to Mr&MU*ES.
A88AR7AL 0SALES MANA8ER6 for their i!'aluable "uida!%e
i!(ipiratio! a!d off%or(e moral (upport throu"h my pro/e%t (e((io!6
I 0ould li1e to pay %ordial tha!1 to Mr&SAYED FARID ALI 0Sr& SALES
E9ECUTI)E6 and Mr&ARUN S.ARMA 0SALES OFFICER6 for their
%o!ti!uou( "uida!%e, 1ee! i!tere(t %ooperatio! (u""e(tio! throu"h out the
pro/e%t
I am deeply i!debted top Pr!"&SANDEEP S.ARMA a!d the fa%ulty member
of in#titute MANA8ALMAY INSTITUTE OF MANA8EMENT -
TEC.NOLO8Y' MA.AMAYA UNI)ERSITY' NOIDA for "i'i!" me the
opportu!ity for thi( pro/e%t

Ra:ee% ;u+ar
#$I$T)
#*+,,8,.)
$


INTRODUCTION


8ENESIS
The !ame that epitomi7e( mi!eral 0ater today 0a( fir(t i!trodu%ed i! $umbai
i! the early 9+:(6 I! ,;9< Si"!or eli%e Bi(leri a! Italia! by ori"i!, %ame up 0ith
the idea of (elli!" bottled 0ater i! I!dia6 Hi( %ompa!y Bi(leri Ltd6 offered
mi!eral 0ater i! t0o Varia!t(8 bubbly a!d (till6
I! ,;9; Parle bou"ht o'er Bi(leri #I!dia) Ltd6 a!d (tarted bottli!" $i!eral 0ater
i! "la(( bottle( u!der the bra!d !ame :Bi(leri:6 I! due %our(e Parle (0it%hed o'er
to PV5 !o!8retur!able bottle( a!d fi!ally ad'a!%ed to PET %o!tai!er(6

E9PANSION
&!der the leader(hip a!d 'i(io! of $r6 Rame(h =6 5hauha!, Bi(leri ha(
u!der"o!e (i"!ifi%a!t e2pa!(io! i! their operatio!(6 The %ompa!y ha(
0it!e((ed a! e2po!e!tial "ro0th 0ith their tur!o'er multiplyi!" more tha!
t0e!ty time( i! a (hort (pa! of ,+ year(6 The a'era"e "ro0th rate o'er thi(
period ha( bee! arou!d >+? 0ith Bi(leri e!/oyi!" more tha! 9+? of the mar1et
(hare i! the or"a!i7ed mi!eral 0ater (e"me!t6
5urre!tly Bi(leri ha( ,, fra!%hi(ee( a!d @ pla!t( a%ro(( I!dia, 0ith pla!( of
(etti!" up > !e0 pla!t( o! the a!'il6 The o'er0helmi!" popularity of :Bi(leri:
a!d the fa%t that it 0a( the pio!eer of the bottled 0ater i!du(try i! I!dia ha(
made it (y!o!ymou( to $i!eral 0ater a!d a hou(ehold !ame6 So !aturally
:Ahe! you thi!1 of bottled 0ater, you thi!1 Bi(leri:6
Ri"orou( Re(ear%h a!d De'elopme!t a!d (tri!"e!t Buality %o!trol( ha'e made it
mar1et leader( i! the bottled 0ater (e"me!t6 Bi(leri ha( al0ay( bee! %ommitted
to offeri!" e'ery I!dia! pure a!d %lea! dri!1i!" 0ater6 He!%e Bi(leri 0ater i(
put throu"h multiple (ta"e( of purifi%atio!, o7o!i(atio! a!d i( hy"ie!i%ally
pa%1ed for fi!al %o!(umptio!6To mai!tai! (tri%t Buality %o!trol( i! e'ery u!it,
Bi(leri !ot o!ly pur%ha(e %ap( from appro'ed 'e!dor(, but al(o ma!ufa%ture
o0! bottle(, i!8hou(e6 To be at par 0ith I!ter!atio!al (ta!dard(, they ha'e
re%e!tly pro%ured the late(t (tate8of8the8art ma%hi!ery 0hi%h ha( !ot o!ly
%


helped them impro'e pa%1a"i!" Buality but ha( al(o redu%ed ra0 material
0a(ta"e a!d doubled produ%tio! %apa%ity6 O!e %a! re(t a((ured that they are
dri!1i!" (afe a!d pure 0ater 0he! they %o!(ume Bi(leri6 Bi(leri i( free of
impuritie( a!d i( ,++? (afe6 E!/oy the (0eet ta(te of PurityC
BISLERI TODAY
The I!dia! %o!(umer today e!/oy( the (0eet a!d pure ta(te of Bi(leri mi!eral
0ater6 Ho0e'er i! a! effort to offer (omethi!" (pe%ial to there loyal %o!(umer(
they ha'e re%e!tly i!trodu%ed Bi(leri Natural $ou!tai! Aater 8 0ater brou"ht
to %o!(umer( from the foothill( of the mou!tai!( (ituated i! Hima%hal Prade(h6
Thi( !e0ly lau!%hed offeri!" ha( 0ide!ed Bi(leri( produ%t ra!"e to t0o
'aria!t(D Bi(leri 0ith added mi!eral( a!d Bi(leri $ou!tai! Aater6 Bi(leriE(
re"i(tered offi%e i( i! $umbai6
)ISION
Our 'i(io! i( to be the domi!a!t player i! the bra!ded 0ater bu(i!e(( 0here the
(e%o!d player i( le(( tha! *+? of our bu(i!e((6
MISS ION
Ae are i! the bu(i!e(( to (er'e the %u(tomer6 He i( the mo(t importa!t per(o!6
He i( the o!ly o!e 0ho pay(6 He de(er'e( the be(t Buality a!d pre(e!tatio! at a
0orth of the pri%e6 Ae mu(t ha'e 0orld %la(( Buality, at the lo0e(t produ%tio!
F di(tributio! %o(t6 Thi( 0ill ma1e u( a! u!beatable leader, a!d 0ill ha'e
(ati(fied loyal %u(tomer(6
"


VALUES
I!te"rity, Leader(hip, Team0or1, 5o8operatio!, Guality, Pa((io!, Ope!!e(( F
Tra!(pare!%y6
PRODUCTS
Bi(leri ha( de'eloped @ u!iBue pa%1 (i7e( to (uit the !eed of e'ery i!di'idual6 It
i( pre(e!t i! *<+ml %up(, *<+ml bottle(, <++ml, ,L, ,6<L, *L 0hi%h are the !o!8
retur!able pa%1( F <L,,+L *+L 0hi%h are the retur!able /ar pa%1(6
&


BISLERI WITH ADDED MINERALS

Thi( produ%t i( bottled dri!1i!" 0ater at it( be(t6 Bi(leri 0ith added mi!eral(
ha( a TDS %ou!t #total di((ol'ed (olid( %ou!t) of appro2imately ,++6 It %o!tai!(
mi!eral( (u%h a( ma"!e(ium (ulphate a!d pota((ium bi%arbo!ate 0hi%h are
e((e!tial mi!eral( for healthy li'i!"6 They !ot o!ly mai!tai! the pH bala!%e of
the body but al(o help i! 1eepi!" o!e fit a!d e!er"eti% at all time(6
Bi(leri 0ith added mi!eral( i( al(o put throu"h multiple (ta"e( of purifi%atio! to
e!(ure the elimi!atio! of all form( of ba%teria6 Thi( ma1e( the 0ater you dri!1
%ompletely (afe to %o!(ume6 Bi(leri 0ith added mi!eral( i( a'ailable i! *<+ml
%up(, *<+ml bottle(, <++ml bottle(, , litre bottle(, * litre bottle( a!d < a!d *+
litre %a!(6
BISLERI MOUNTAIN WATER
'


Bi(leri Natural $ou!tai! ema!ate( from a !atural (pri!", lo%ated i! &ttara!%hal
a!d Hima%hal !e(tled i! the 'a(t Shi'ali1 $ou!tai! ra!"e(6 Lauded a( today:(
:fou!tai! of youth:, Bi(leri Natural $ou!tai! Aater re(o!ate( 0ith the e!er"y
a!d 'ibra!%y %apable of ta1i!" you ba%1 to !ature6
Bi(leri Natural Aater i( bottled i! it( t0o pla!t( i! &ttara!%hal a!d Hima%hal
Prade(h a!d i( a'ailable i! (i2 differe!t pa%1 (i7e( of *<+ml, <++ml, , litre, ,6<
litre, * litre a!d < litre(6
1#


< STA8ES OF PURIFICATION
E'ery drop of Bi(leri 0ater i( purified a( per i!ter!atio!al (ta!dard( to e!(ure
that %u(tomer( Bi(leri e2perie!%e al0ay( remai!( pure a!d (ati(fyi!" for lo!"er6
The follo0i!" i( a brief u!der(ta!di!" of the 0ater treatme!t pro%e((6
C.LORINATION
Hill( mi%ro or"a!i(m(6 Remo'e or"a!i% matter6
AR*AL FILTER
Remo'e( (u(pe!ded matter a!d turbidity6
CARBON FILTER
Remo'e( re(idual %hlori!e F odour(
RE)ERSE OSMOSIS
Remo'e( or"a!i% material6 5o!trol( total di((ol'ed (olid( i! the 0ater6
ADDITION OF MINERALS
or the purpo(e of mai!tai!i!" a bala!%ed mi!eral %o!te!t6
MICRON FILTRATION
Additio!al (afety mea(ure( to "uara!tee purity6
O=ONATION
E!(ure( 0ater remai!( ba%teria free for lo!"er life6
11


CHLORINATION
Kills microorganisms. Removes organic
matter.
SAND FILTER
Removes suspene matter an tur!iit".
CAR#ON FILTER
Removes resiual c$lorine an oours.
RE%ERSE OS&OSIS S'STE&
Controls total issolve solis (TDS)
*er+ectl" pure ,ater s$ippe to "ou in
i+erent pac-s.
O.ONATION
Ensures ,ater remains !acteria +ree +or
longer s$el+ li+e.
/LTRAFILTRATION
Removes !acteria an ma-es ,ater
spar-ling clean.
&ICRON FILTERS
Aitional sa+et" measure o+ +iltration.
1!


PAC*A8IN8
The mo(t %riti%al a(pe%t of Bi(leri( bottli!" pro%e(( that (et( them apart from the
re(t of the i!du(try i( the fa%t that there bottle( remai! u!tou%hed ri"ht throu"h
the ri!(i!", filli!", %appi!" a!d labeli!" operatio!(6
FILLIN8
Bottle( are fed by a! air %o!'eyor from the blo0i!" u!it dire%tly i!to the i!8feed
of the R56 Our R5 eBuipme!t i( !e%1 ru! a!d it boa(t( of a mo!oblo%1 u!it,
0hi%h mea!( that e'ery bottle i( held by the !e%1 automati%ally 0hile bei!"
i!'erted, ri!(ed a!d (prayed 0ith o7o!ated 0ater at * Bar pre((ure6 After
drai!i!", the bottle( are re8i!'erted a!d tra!(ferred to the filler6 At the filler
the(e bottle( are (trai"hte!ed up a!d "radually lifted to the filli!" 'al'e( 0hi%h
ope! o!ly 0he! a bottle i( pla%ed u!der them6 illi!" i( the! do!e
(y(temati%ally throu"h "ra'ity6
CAPPING
After the filli!" pro%e(( the bottle( are the! tra!(ferred to the %appi!" (e%tio!6
Here o7o!ated80ater ri!(ed %ap( are (%re0ed o! the bottle 0ith u!iform torBue6
Si!%e our 0ater i( o7o!ated all produ%t %o!ta%t part( are of .,9L "rade (tai!le((
(teel a!d the rubber part( are of EPD$6 #All %ompo!e!t( are 0ater lubri%ated
abo'e the table top6)

13


LABELLIN8
rom the %appi!" (e%tio! the bottle( are dire%tly (e!t to the labeli!" (e%tio!6 All
Bi(leri bottle( are labeled o! a hot melt reel feed BOPP labeli!" ma%hi!e6 Thi(
ma%hi!e allo0( ea%h i!di'idual bottle( to be (pa%ed out a!d fed to the labeli!"
(tatio! 0here pre%i(ely %ut label( 0ith a (trip of hot melt "lue at the leadi!" a!d
traili!" ed"e, "et rolled arou!d the bottle6 The(e label( are fed i!to the ma%hi!e
i! a roll form too6
QUALITY CHECK
rom here o!, the bottle( "o throu"h a! o!li!e %he%1 0here Bualified per(o!!el
i!(pe%t ea%h bottle for a!y lea1( or brea1a"e(6 They are the! pa%1ed i!to (turdy
%arto!( 0hi%h are di(pat%hed to the mar1et by our fleet of tru%1(6
1$


COMPETITORS
The bottled 0ater i!du(try i( o!e of the mo(t thri'i!" (e%tor( i! I!dia6 The
mar1et i( "ro0i!" at a 0hoppi!" rate of about << per %e!t a!!ually a!d i(
e2pe%ted to %ro(( R(6 ,+++8%rore mar1 0ithi! the !e2t %ouple of year(6
Almo(t all ma/or !atio!al a!d i!ter!atio!al bra!d( ha'e ta1e! a plu!"e6 Parle:(
Bi(leri that 'irtually mo!opoli(ed the bottled 0ater mar1et i( !o0 'yi!" 0ith
Ne(tle, 5o%a 5ola, Pep(i5o, $a!i1%ha!d, &B a!d Brita!!ia6 A%%ordi!" to a
!atio!al8le'el (tudy, there are %lo(e to *++ bottled 0ater bra!d( i! I!dia6 Nearly
@+ per %e!t of the(e are lo%al bra!d(6
MAJOR COMPETITORS IN RE8ION
A>UAFINA
A?ua"ina i( a bra!d of Pep(i %o6 It 0a( fir(t di(tributed i! Ai%hita, Ha!(a( i!
,;;>, a!d 0a( di(tributed a%ro(( the &!ited State(, 5a!ada, Tur1ey, Saudi
Arabia, Viet!am, Pa1i(ta! a!d I!dia6 A( of *++., it had be%ome the &!ited
State(: top8(elli!" bottled 0ater bra!d i! mea(ured retail %ha!!el(6 ABuafi!a
u(e( Pep(i5o:( o0! (e'e!8(tep purifi%atio! (y(tem, 0hi%h it %all( HydRO8I,
0hi%h i!%lude( pre8filtratio! treatme!t to remo'e lar"er parti%le(, t0o (ta"e( of
poli(hi!" filteri!", %har%oal filtratio!, re'er(e o(mo(i(, ultra'iolet a!d o7o!e
(terili7atio!
J,K
6 Pep(i5o (tate( i! mar1eti!" material that thi( (y(tem remo'e(
(ub(ta!%e( that may be i! other bra!d( of bottled 0ater6
1


ABuafi!a e!tered i! I!dia! mar1et i! *+++8*++, a!d it u(ed it( Pare!t %o!%er!(
e(tabli(hed di(tributio! !et0or16
No0 0he! 0e tal1 about the mar1et, there are 'ariou( (tarte"ie( u(ed by
ABuafi!a i! Ra/a(tha!6 Li1e they are "i'i!" a0ay free 0ater bottle( to retailer(
0ith pur%ha(e of %ola %arto!( a!d they are !ot letti!" a!y other dri!1 to be
(tored i!(ide the refri"erator( pro'ided by them to the retailer(6 I! that %a(e
(mall retailer( are u!able too 1eep Bi(leri bottle( %old a!d prop(i!" o!e of the
ma/or rea(o! to !ot to buy Bi(leri the! to buy a!y other 0ater6 5o!(umer
al0ay( a(1 for %old 0ater be%au(e of heat i! Delhi6
*INLEY
*in$e, i( o0!ed by The 5o%a85ola 5ompa!y a!d (old i! ma!y 5e!tral
Europea! %ou!trie( a!d I!dia6 It( %arbo!ated form( are u(ed for mi2er(, a!d al(o
a'ailable i! a 'ariety of fruit fla'or(6
The Hi!ley bra!d i( u(ed by 5o%a85ola for t0o type( of dri!1(D
8A 5arbo!ated 0ater 0ith a 0ide array of 'aria!t(D to!i%, bitter lemo!, %lub
(oda a!d fruit fla'ored6 A'ailable i! Au(tria, Bel"ium, Bul"aria, 57e%h
Republi%, De!mar1, El Sal'ador, 3erma!y, Hu!"ary, I!dia, I(rael, Italy,
Lithua!ia, Lu2embour", $aldi'e(, $oldo'a, Nepal, Netherla!d(, Nor0ay,
Pola!d, Roma!ia, Slo'a1ia, S0ede!, S0it7erla!d, &!ited State(, Ae(t Ba!18
3a7a a!d Lambia6
A Hi"h Buality bottled 0ater a'ailable i! Ba!"lade(h, Bul"aria, I!dia,
$aldi'e(, Ni"eria a!d Pa1i(ta!6
Ahe! 0e tal1 about the mar1et Hi!ley al(o follo0( (imilar (trate"ie( to
ABuafi!a of "i'i!" a0ay free 0ater bottle( 0ith there %ola %arto!( a!d !ot
letti!" retailer( 1ep a!y other produ%t i!(ide there %omplime!tary refri"erator(6
1%


BAILLEY
Bailley, bra!d i( o0!ed by Parle A"ro P't6 Ltd6 Parle A"roE( other produ%t( are
rooti, Appy, L$N, %a!die( li1e mi!tro2 et%6 It i( the fir(t 0ater bra!d to be
i((ued a! ISI %ertifi%atio!6 The fir(t to lau!%h (pe%ial four8(ided *++ml bottle(
%ateri!" to premium airli!e( li1e =et Air0ay( a!d Briti(h Air0ay(6 Bailley i(
a'ailable i! *++ml, ..+ml, , Ltr6 F * Ltr6 PET6
The rea(o! behi!d Bailley( (u%%e(( i( that they are offeri!" bottle( to the
retailer( at 'ery lo0 pri%e he!%e "i'i!" them opportu!itie( to "ai! %o!(iderable
mar"i!(6 I! fe0 area( Bailley di(tributer( 0ere (upplyi!" 0ater at !omi!al pri%e
of fi'e rupee( to the retailer(6 Retailer( belie'e that bra!d !ame doe( !ot ma1e a
differe!%e 0he! it %ome( to 0ater a!d they al0ay( "o for %heaper a'ailable
'aria!t to them6
*IN8FIS.ER
Hi!"fi(her i( mai!ly a beer bra!d ma!ufa%tured a!d mar1eted by u!ited
bre0erie( ltd6 It i( o!e of the lar"e(t (elli!" beer i! %ou!try %omma!di!" a *;?
mar1et (hare i! %ou!try6 It( !ot bee! 'ery lo!" (i!%e it e!tered i!to Pa%1a"ed
dri!1i!" 0ater (e"me!t6 The o!ly (trate"y behi!d thi( 0a( di'er(ifi%atio!
he!%eforth emer"i!" a( o!e of the mai! %ompetitor( to Bi(leri6 Hi!"fi(her al(o
ma1e( u(e of it( already (et !et0or1 a!d itE( a ma/or (upplier of 0ater to 0i!e
(hop(6
FOSTERS
Ba(ed i! $elbour!e, Au(tralia, a!d publi%ly li(ted o! the Au(tralia! Sto%1
E2%ha!"e, o(ter:( produ%t( are (old i! o'er ,++ %ou!trie(6 They ha'e arou!d
*++ premium bra!d(, a!d operatio!( (tret%hi!" o'er to fi'e %o!ti!e!t(6 o(ter(
beer i( 'ery popular i! I!dia amo!" youth that %reate( a 1i!d of loyalty to the
1"


bra!d further (ho0i!" a "limp(e i! pa%1a"ed dri!1i!" 0ater (e"me!t6 o(ter(
al(o u(e lo0 pri%e (trate"y to (ell it( pa%1a"ed dri!1i!" 0ater i! mar1et6
OT.ER COMPETITORS IN MAR*ET
ALFA
ATLAS
8OLDEN EA8LE
8OLDEN )ALLEY
DE7 DROPS
.ELLO
.IMALAYAN
INTIMATE
*ENABAR
NA*S.ATRA
NESTLE PURE LIFE
PRISTINE
RAINDROPS
SUN
SPRINT UP
SPA A>UA
8A8AN
)INAYA*
1&


MINERAL 7ATER INDUSTRY
CURRENT MAR*ET SCENARIO
A fe0 year( ba%1, the mi!eral 0ater mar1et had bee! %ra0li!" at the rate
of .8>?, or e'e! a lo0er fi"ure6 I!dia!( %arried dri!1i!" 0ater i! earthe!
pit%her(, pla(ti% or P& bottle(6 But i!%rea(i!" %a(e( of typhoid a!d other
0aterbor!e di(ea(e( be"a! to be reported6 I! additio! to thi(,
liberali7atio! happe!ed a!d the mi!eral 0ater i!du(try be"a! to be (tirred
a!d (ha1e!6 The mar1et (tarted "ro0i!" a! a(tou!di!" rate of o'er ,++?
per a!!um6 The fa%t that there 0ere 'ery fe0 player( i! the mar1et mea!t
that their bu(i!e(( "re0 by leap( a!d bou!d(6
The mar1et today ha( "ro0! to R(,,b!6 The or"a!i7ed (e%tor 88 bra!ded
mi!eral 0ater 88 ha( o!ly R(<b! of mar1et (hare6 The re(t i( a%%ou!ted
for by the u!or"a!i7ed (e%tor, 0hi%h i( domi!ated by (mall re"io!al
player(6 The mar1et i( (till "ro0i!" - at a rate "reater tha! @+? per
a!!um6 In the (randed #eg+ent' Par$e@# Bi(leri i# the +ar;et $eader
Aith a #hare !" +!re than BCD& Parle A"roE( Bailley %ome( a %lo(e
(e%o!d 0ith mar1et (hare of ,<?6 Other ma/or player( i! the mar1et are
4e( of Hothari(, 3a!"a of T8Serie(, Himalaya!, Hello, Ne(tlME( Pure
Life, Pep(iE( ABuafi!a, 5o%a85olaE( 8Hi!ley Prime, a!d lorida
et%&Se!(i!" the opportu!ity that thi( (e"me!t hold(, $N5( be"a! to dra0
up pla!( to e!ter the mar1et6 Today the mar1et i( pro'i!" to be yet
1'


a!other battlefield for a! o!"oi!" battle bet0ee! the De(iE( a!d $N5E(6
La(t year the i!du(try had arou!d ,I+ bra!d(6 Thi( fi"ure i( o'er .++
pre(e!tly6 The ma/or forei"! player( are 5o%a85ola promoted Hi!ley,
Pep(iE( ABuafi!a, Brita!!iaE( E'ia!, Ne(tlME( Perrier, Herbert (o!( a!d
Da!o!e I!ter!atio!al6
!#


MAR*ETIN8
STRATE8Y
!1


It i( %omplete a!d a! u!beatable pla! de(i"!ed (pe%ifi%ally for attai!i!" the
mar1eti!" ob/e%ti'e of a firm6 The mar1eti!" ob/e%ti'e i!di%ate( 0hat the firm(
0a!t to a%hie'e6 The mar1eti!" (trate"y pro'ide( the de(i"! for a%hie'i!"
them the li!1a"e bet0ee! mar1eti!" (trate"ie( a!d o'erall %orporate (u%%e(( i(
i!deed dire%t a!d 'ital6 Reali7i!" the mar1eti!" ob/e%ti'e( i( the purpo(e of t0o
"e!eri% %ate"orie(6
3& Erie (a#ed
1& Di""erentiati!n (a#ed
The Erie (a#ed +ar;eting #trateg,
A bu(i!e(( that opt( for the pri%e route i! it( %ompetiti'e battle 0ill e!/oy
%ertai! fle2ibilitie( i! matter of it( produ%t a!d u(e pri%e( a( mai! %ompetiti'e
le'el6 It 0ill pri%e it( produ%t to (uit the 'aryi!" %ompetiti'e dema!d(6 It 0ill be
!!


e!/oyi!" %ertai! i!here!t %o(t ad'a!ta"e(, 0hi%h permit( it to re(ort a pri%e
ba(ed fi"ht6 The ma/or form( 0here (u%h %o(t ad'a!ta"e %a! o%%ur( are
e%o!omie( of (%ale, ab(olute %o(t ad'a!ta"e(6 Be!efit( of early e!try a lar"e
mar1et (hare build o'er a time6 it pro'ide( freedom i! the matter of pri%i!" but
after produ%i!" a parti%ular produ%t a!d "etti!" (tu%1 i! the fa%e of the
%ompetitio! , o!e %a! !ot (u%%e((fully opt for a pri%e led (trate"y 6
The di""erentiati!n (a#ed #trateg,
$ar1eti!" (trate"y ba(ed o! differe!tiatio! 0or1( o! the pri!%iple that a!y
a(pe%t of the offer a!d a!y a%ti'ity of the firm %a! be made di(ti!%ti'e
%ompared 0ith the %ompetiti!" offer(6 Ri"ht from te%h!olo"y, pla!t lo%atio! to
po(t (ale a!d (er'i%e a %ompa!y %a! per%eptibly differe!tiate a!d ma!y buyer
'alue(6 5ompa!ie( u(ually %hoo(e tho(e fu!%tio!(, 0hi%h "i'e them the "reate(t
relati'e ad'a!ta"e6 Differe!t firm( adopt( differe!t (trate"y (ta!%e( a( their
(ituatio!al de(i"! differ Broadly (trate"y (ta!%e( %a! be %la((ified u!der three
head(8
,) O""en#i%e Strateg, 8
!3


Offe!(i'e Strate"y al(o 1!o0! a( %o!fro!tatio! (trate"y i( a (trate"y of
a""re((io!6 A firm that i( !ot pre(e!tly the leader u(ually employ( it, but
it a(pire( to leader(hip po(itio! i! the I!du(try6
*) De"en#i%e Strateg, 8
The leader 0ho ha( the %ompul(io! to defe!d hi( po(itio! a"ai!(t the
%o!fro!tatio! of po0erful e2i(ti!" %ompetitor( or to di(lod"e the leader
from hi( topmo(t po(itio! u(ually employ( it6
.) Nihe Strateg, 4 A firm pra%ti%i!" the !i%he (trate"y !either %o!fro!t( other
!or defe!d( it(elf6 It %ulti'ate( a (mall mar1et (e"me!t for it(elf 0ith u!iBue
produ%t( N (er'i%e( (upported by a u!iBue mar1eti!" mi26
FORMULATIN8 T.E MAR*ETIN8 STRATE8Y8
ormulati!" the mar1eti!" (trate"y %o!(i(t( of t0o mai! (tep(8
,6 Se$eting the target +ar;et 8
It doe( !ot fully bri!" out the import of the i!(eparable li!1a"e bet0ee! the
t0o6 Ahe! the (ele%tio! of the tar"et mar1et i( o'er a! importa!t part of the
mar1eti!" (trate"y of the firm i( already determi!ed, defi!ed a!d e2pre((ed6
1& A##e+($ing the +ar;eting +iF4
A((embli!" the mar1eti!" mi2 mea!( a((embli!" the four pE( of
mar1eti!" i! the ri"ht %ombi!atio!6 The firm ha( to fi!d out ho0 it %a!
!$


"e!erate the be(t (ale( a!d profit6 It pla!( differe!t mar1eti!" mi2e( 0ith
'aryi!" le'el( of e2pe!diture o! ea%h eleme!t a!d trie( to fi"ure out the
effe%ti'e!e(( of ea%h %ombi!atio! i! term( of the po((ible (ale( a!d profit6

AD)ERTISIN8
CAMPAI8N
OF
BISLERI
!



!%


AD)ERTISIN8 CAMPAI8N OF BISLERI
!"


E'ery bra!d !eed( a "ood ad %ampai"! to e(tabli(h it(elf i! the mar1et6
So it be%ome( 'ery imperati'e to loo1 at 'ariou( ad %ampai"!( that
Bi(leri u!dertoo1 to build it(elf a( a bra!d6 Bi(leri (tarted it( "ame
pla! 0ith the pu!%h li!e of GPure and Sa"e@ a!d u#ed the (ame %at%h8
li!e for ad'erti(i!"6 But 0ith the ad'e!t of ma!y !e0 player(, all
%laimi!" the purity, it be%ame 'ery imperati'e for Bi(leri to
differe!tiate it( produ%t (o a( to (ta!d out i! the mar1et6 Bi(leri fou!d
the a!(0er i! O(ealed %ap bottle(E6 It %laimed ,++? purity6 Ahile the
bottle( of the other bra!d(, it %laimed, %ould be refilled 0ith ordi!ary,
or e'e! "ermi!ated 0ater, Bi(leriE( (eal %apped bottle( e!(ured the
%o!(umer of purity of 0ater a!d (i!"le8u(ed !e(( of the bottle(6 The
ad (ho0ed a mil18ma! a!d a %hild (ho0eri!" their buffaloe( a!d
filli!" the O(o8%alledE mi!eral 0ater bottle( 0ith the (ame 0ater a!d
pa%1i!" them 0ith the (imple polythe!e (eal a!d the %o!(umer !ot
1!o0i!" about the OpurityE of the 0ater he i( dri!1i!"6 Ne2t %lip
(ho0( the Bi(leri bottle( bei!" (ealed 0ith pla(ti% %ap( a!d e!(uri!"
the purity of 0ater6 The ad did 0or1 for Bi(leri a!d it "ot it( mu%h
!eeded produ%t differe!tiatio!6
I! *+++, (ome "ia!t bra!d( li1e Pep(i a!d %o%a8%ola e!tered the mi!eral
0ater i!du(try 0ith a bi" ba!"6 Bi(leri !o0 had a bi" threat of
mai!tai!i!" it( mar1et %ap6 Ahile 5o%a8%ola i!trodu%i!" it( bra!d
!&


OHi!leyE a( a health %are produ%t, Pep(i pro/e%ted OABuafi!aE a(
(omethi!" a( pure a( O4our o0! bodyE6 Pep(i tar"eted the you!"
"e!eratio! a!d i!trodu%ed ABuafi!a a( a fa!%y produ%t to %arry6
The ad %ampai"! of ABuafi!a empha(i7ed a( OI+? of your body i( 0aterE
a!d thu( "i'e your body the pure(t 0ater6 The ad (ho0ed you!" 'ibra!t
model( a!d %reated the atmo(phere of youthful!e((6 Aater, Pep(i
%laimed, 0a( !o lo!"er a (imple be'era"e, but 0a( (omethi!" hi"hly
fa(hio!able6 They %omplime!ted it by "i'i!" their bottle( a! attra%ti'e
loo16 Thi( (oo! %au"ht the eye of the %o!(umer6 All the(e fa%tor( made
Pep(i the bi""e(t up%omi!" %ompetitor of Bi(leri #0herea( Hi!ley la""ed
behi!d the ra%e, (ho0i!" a do%tor ad'i(i!" a family to ta1e Hi!ley for
pure 0ater - !ot a 'ery attra%ti'e ad %ampai"!)6
Bi(leri, to %ou!ter8atta%1 the !e0 Oeel84ou!"E fe'er had to e'e! bolder (tep(6
They fir(t %ha!"ed their ba(e li!e from GPure and Sa"e@ t! GP$a, Sa"e@6 They
tried a bra!d !e0 ad %ampai"! to %at%h the fa!%y of %o!(umer6 The !e0 ad
(ho0ed a you!" roma!ti% %ouple o! a maroo!ed i(la!d, 0he! the "irl
(edu%ti'ely attra%t( the "uy a!d he follo0( her i! tra!%e6 The mome!t he "et(
hold of her, (he 0hi(per( (omethi!" i! hi( ear(6 The !e2t fe0 (hot( (ho0 the
"uy loo1i!" for (omethi!" i! fre!7yP%a! !ot fi!d itP6ru(he( to0ard( the
%hemi(tE( (hopP6buy( O(omethi!"E #1eepi!" the audie!%e i! (u(pe!(ePor
!'


rather impli%itly poi!ti!" for OPPE)6 The "irl ope!( it a!dP6POOP6ta1e( out
a bottle of Bi(leri a!d Bue!%he( her thir(t6 CaEti!n/ P$a, Sa"e& Thi(
%ampai"! 0a( to %at%h the atte!tio! of youth a!d a !e0 I!dia! (o%iety 0hi%h i(
(uppo(ed to be O!ot8(o8prudi(hE6 Thu( Bi(leri ha( ta1e! a 'ery bold (tep6 The
T6V6 ad( ha'e bee! %omplime!ted by pri!t ad( al(o6 The %ompa!y ha( to fo%u(
o! the mar1eti!" ma!a"eme!t of the produ%t6 I! li"ht of the %halle!"e i! fro!t
of the %ompa!y a!d it( %urre!t (tre!"th( a!d po(itio!, 0e ha'e i!%orporated the
mar1eti!" mi2 to %ou!ter the mar1eti!" (trate"ie( of the %ompetitor( by
de'elopi!" it( o0! mar1eti!"6
3#


PAC*A8IN8
AND
DISTRIBUTION
31


PAC*A8IN8
Variety i( (pi%e( of life6 Today for a!y bu(i!e(( or"a!i7atio! to be (u%%e((ful it
ha( to pro'ide it( %u(tomer 0ith the differe!tiated produ%t that i( a 'alue buy for
them6 I! order to %ater to the %ha!"i!" !eed( of the %u(tomer the bu(i!e(( ha( to
%o!ti!uou(ly %ome out 0ith the 'aria!t( of the produ%t( (o that it %a! tar"et the
ma2imum (e"me!t(6
Today ABua $i!eral( offer( a 'ariety of pa%1a"i!" optio!(D , lit, * lit, < lit, *+
lit6 The < liter bottle( a%%ou!t for .< ? of (ale( (ho0i!" a "ro0i!" health
%o!%er! amo!" the I!dia! (o%iety6 , liter bottle( a%%ou!t for .+? of the (hare6
The * liter( bottle i!trodu%ed to (lo0ly a!d (teadily repla%e the %o!'e!tio!al ,
liter bottle6 The < liter pa%1(, lau!%hed i! de%6 ,;;; i! 3oa, !o0 a'ailable
e'ery0here6
3!


DISTRIBUTION
ItE( ob'iou( that a'ailability hold( the 1ey to the mar1et 6or a!y produ%t to be
(u%%e((ful yhe di(tributio! (y(tem ha( to be really "ood6 Lar"e tra%t( of the
%ou!try ha'e !ot bee! e2plored by the !atio!al bra!d(, 0hi%h e2plai! the
proliferatio! of (maller bra!d(6
Bi(leriE( (trate"y i( to build a dire%t di(tributio! (y(tem at a! all I!dia le'el that
mea!( (eriou( i!'e(tme!t i! %ompa!y o0!ed tru%1( a!d %art(Q thi( 0ould ma1e
it the lar"e(t fleet o0!er i! the %ou!try6 Bi(leri ha( arou!d @+,+++ retail outlet(
i! the %ou!try 0ith about ,*,+++ ea%h i! the Delhi a!d $umbai6 It i( i!te!ded to
be i!%rea(ed thi( !o6 to ,+,++,+++ i! order to e2pa!d bra!d( rea%h6
The %ompa!y 0ill i!'e(t appro2imately R(6*++ %r6 to pro%ure *+++ tru%1( a!d
hire (ame !o6 of (ale( people6 The %ompa!y pla!( to ha'e it( o0! di(tributio!
!et0or1 i! pla%e( 0here it ha( it( o0! pla!t
DISTRI#/TION CHANNEL
D()*r(+,*(-. (-r /0123) () -.3 -4 *53 4-,r 30363.*) -4 61r73*(.8 6(9. A.
-r81.(:1*(-. -r )3* -4 -r81.(:1*(-.) (8--+3*;33.)) (.<-0<3= (. *53 /r-23))
-4 617(.8 1 /r-=,2* -r )3r<(23 1<1(01+03 4-r ,)3 -r 2-.),6/*(-. +> 1
2-.),63r -r +,)(.3)) ,)3r. ?M1r73*(.8 251..30) 21. +3 <(3;3= 1) )3* -4
(.*3r=3/3.=3.* -r81.(:1*(-.) (.<-0<3= (. *53 /r-23)) -4 617(.8 1 /r-=,2*
-r )3r<(23 1<1(01+03 4-r 2-.),6/*(-. -r ,)3@
33


Role o+ istri!ution c$annels0
T- 1=A,)* *53 =()2r3/1.2> -4 1))-r*63.* *5r-,85 *53 /r-23)) -4
)-r*(.8B 122,6,01*(-.B 100-21*(-.B 1.= 1))-r*(.8
R T- 6(.(6(:3 *53 =()*r(+,*(-. 2-)*) *5r-,85 r-,*(.()(.8 1.=
)*1.=1r=(:(.8 *r1.)12*(-.) *- 6173 39251.83 6-r3 344(2(3.* 1.=
34432*(<3
R T- 412(0(*1*3 *53 )31r25(.8 /r-23)) -4 +-*5 +,>3r) 1.= )3003r) +>
)*r,2*,r(.8 *53 (.4-r61*(-. 3))3.*(10 *- +-*5 *53 /1r*(3)
R T- /r-<(=3 1 /0123 4-r +-*5 /1r*(3) *- 633* 3125 -*53r 1.=
r3=,2(.8 ,.23r*1(.*>
Distri!ution c$annel strateg"0
S3**(.8 =()*r(+,*(-. -+A32*(<3) (. *3r6) -4 *53 2,)*-63r
r3C,(r363.*)
R D(.10(:(.8 *53 )3* -4 12*(<(*(3) *51* 1r3 r3C,(r3= *- +3 /3r4-r63= *-
125(3<3 *53 251..30 -+A32*(<3)
3$


R Or81.(:(.8 *53 12*(<(*(3) )- *51* *53 r3)/-.)(+(0(*> -4 /3r4-r6(.8 *53
12*(<(*(3) () )51r3= 16-.8 *53 3.*(*(3) ;5- 1r3 631.* *- /3r4-r6
*53)3 12*(<(*(3)
R D3<30-/(.8 /-0(2> 8,(=30(.3) 4-r *53 )6--*5 4,.2*(-.(.8 -4 *53
251..30 -. 1 =1> *- =1> +1)()
R D()*r(+,*(-. 251..30 61.18363.* 3.2-6/1))3) 100 12*(<(*(3)
=310(.8 ;(*5 *53 =()*r(+,*(-. 4,.2*(-. -4 *53 4(r6
R T53 =()*r(+,*(-. )*r1*38> /r-<(=3) 8,(=30(.3) 4-r =32()(-. 617(.8
R T53 =()*r(+,*(-. 61.18363.* 4,.2*(-. 21. +3 <(3;3= 1)
51//3.(.8 (. *;- /51)3)E *53 39 1.*3 /51)3 1.= *53 ex poste
/51)3
R T53 ex ante /51)3 (.<-0<3) 100 *53 12*(<(*(3) *51* 1r3 1))-2(1*3=
;(*5 *53 =3)(8. 1.= 3)*1+0()563.* -4 *53 =()*r(+,*(-. 251..30.
T53)3 12*(<(*(3) 12*,100> *173 /0123 +34-r3 *53 =()*r(+,*(-. 251..30
12*,100> )*1r*) 4,.2*(-.(.8.
R T53 ex poste /51)3 (.<-0<3) 61.18(.8 *53 =1> *- =1> 12*(<(*(3) -4
*53 251..30 ;53r3(. *53 +351<(-r -4 *53 (.=(<(=,10 251..30
636+3r) 1r3 2--r=(.1*3=.
3


MAR*ETIN8
MI9
3%


MAR*ETIN8 MI9
The (et of %o!trollable ta%ti%al tool(8 produ%t, pri%e, promotio!, a!d pla%e
#> P(), that the firm ble!d( to produ%e the re(po!(e it 0a!t(, i! the tar"et
mar1et(6 The 4Ps
Product
The mai! produ%t of the %ompa!y i( the mi!eral 0ater by the !ame of
Bi(leri $i!eral 0ater6 Other tha! mi!eral 0ater the %ompa!y ha( al(o the
(oda 0ater u!der it( bra!d !ame %alled the Bi(leri Soda Aater6 The
%o!%ept of bottled mi!eral 0ater 0a( i!trodu%ed i! I!dia, fir(t by Bi(leri,
a!d that i( the rea(o!, it ha( be%ome a "e!eri% !ame for the mi!eral
0ater6 Bi(leri ha( be%ome a perfe%t (y!o!ym of the mi!eral 0ater for the
I!dia! %o!(umer(6 The mai! %halle!"e fa%i!" the %ompa!y or a!y other
player i! thi( mi!eral 0ater i!du(try i( that there i( !o (%ope of i!'e!tio!
a!d i!!o'atio! i! the produ%t, 0hi%h %a! be added a( the additio!al
be!efit( of the produ%t6 It i( /u(t 0ater after all6 Thi( i( 0hat the I!dia!
%u(tomer( thi!1 of the bottled 0ater6 If 0e are tal1i!" about a produ%t
li1e tele'i(io! 0e %a! thi!1 that the i!!o'atio!( %ould pro'ide e2tra
be!efit( deri'ed from the produ%t6 or e2ample other tha! it( %ore u(a"e
the produ%t %a! pro'ide for I!ter!et fa%ilitie( u(i!" %o!'er(io!6
3"


P$ae
Pla%e (ta!d( for the %ompa!y a%ti'itie( that ma1e the produ%t a'ailable to
the tar"et %u(tomer(6 To ma1e the produ%t a'ailable to the tar"et
%o!(umer( a "ood di(tributio! !et0or1 ha( to be there to (upport the
"ood Buality of the produ%t6 Here i! the %a(e of the mi!eral 0ater
i!du(try the di(tributio! !et0or1 i( the importa!t fa%tor i! bei!"
%ompetiti'e a!d the %at%h lie( i! ma1i!" 0ater a'ailable to ma2imum
!umber of pla%e( i! the %ou!try6
DISTRIBUTION NET7OR*/
3&


The (mall8(%ale player( built their (ale( by pi""yba%1i!" o! the "e!eri%
%ate"ory built up by Bi(leri6 ItE( a battle that Bi(leri %a! 0i! by (heer
di(tributio! mu(%le6 O!e of the rea(o!( 0hy Bi(leri i( ru!!i!" (tro!" i!
thi( i!du(try i( it( (tro!" di(tributio! !et0or1 built o'er the year( (i!%e
it( i!%eptio!6 urther, Bi(leri pla!( to i!%rea(e it( di(tributio! !et0or1
o'er the (outher! a!d ea(ter! re"io!, 0here it i( behi!d popular bra!d(
li1e Team i! TamilNadu a!d i! A!dhra Prade(h6
3'


PRICES FOR FOLLO7IN8 PAC*A8IN8 )ARIANTS
#AN E5ONO$I5 A5TOR AE5TIN3 THE B&4ERES BEHAVIOR)
Pri%e i( the (um of 'alue( that %o!(umer e2%ha!"e for the be!efit( of
ha'i!" or u(i!" the produ%t or (er'i%e6 Pri%e i( the o!ly eleme!t i! the
mar1eti!" mi2 that produ%e( re'e!ue6 All other eleme!t( repre(e!t %o(t(6
I! I!dia, 0here the ma/ority of the populatio! %ompri(e of the middle8
i!%ome "roup a!d lo0er i!%ome "roup( it i( !ot hard to u!der(ta!d that
pri%i!" i( o!e of the mo(t importa!t fa%tor i! the buyi!" de%i(io!(6
Bi(leri ha( met the e2pe%tatio!( of the %o!(umer( i! term( of pri%i!" the
produ%t a!d al(o ma1i!" the produ%t a'ailable i! 'ariatio!( of liter(,
ma1i!" Bi(leri both %o!'e!ie!t a!d affordable6 The %ompa!y i( follo0i!"
a 'ery a""re((i'e pri%i!"6 It( produ%t i( a'ailable at a 'ery rea(o!able
pri%e6
<++ ml6 R(6 @N8
, Ltr( R(6 ,<N8
* Ltr( R(6 **N8
< Ltr( R(6 >+N8
*+ Liter( R(6 I+N8
$#


PROMOTION
$oder! mar1eti!" %all( for more tha! /u(t de'elopi!" a "ood produ%t,
pri%i!" it attra%ti'ely, a!d ma1i!" it a'ailable to the tar"et %u(tomer(,
%ompa!ie( mu(t al(o %ommu!i%ate 0ith their %u(tomer(, a!d 0hat they
%ommu!i%ate (hould !ot be left to %ha!%e6
A 5ompa!yE( total mar1eti!" %ommu!i%atio!( pro"ram8 %alled it(
Promotio! $i2 %o!(i(t( of (pe%ifi% ble!d of ad'erti(i!", per(o!al (elli!",
(ale( promotio!, a!d publi% relatio!( tool( that the %ompa!y u(e( to
pur(ue it( ad'erti(i!" a!d mar1eti!" ob/e%ti'e(6
MESSAGE CONTENT OF T.E CAMPAI8N/
Bi(leri that 0a( loo1i!" for a differe!tiator de%ided to ma1e the
brea1a0ay (eal the (ymbol of purity6 The tamper8proof (eal 0a(
de'eloped, arou!d 0hi%h the %ommu!i%atio! 0a( 0o'e!6 The %ampai"!
(tre((e( the (afety pro'ided by the brea1a0ay (eal by illu(trati!" the ea(e
0ith 0hi%h %o!'e!tio!ally (ealed bottle( %a! be refilled a!d re%y%led6
The ob/e%ti'e 0ith the %ampai"! 0ould ha'e bee! to hi"hli"ht the
tamper8proof (eal a!d %reate doubt i! the %o!(umerE( mi!d of the purity
of the other bra!d(6 That i(, Bi(leri i( the o!ly o!e that "uara!tee( purity
a!d 1eep( you Sa"e&
$1


T! !n$ude/ Ae fi!d that !e0 ad'erti(eme!t %ampai"! of Bi(leri i( eye
%at%hi!"6 Thi( i( 0hat the %ompa!y (hould do6 A!d al(o the %ompa!y
(hould ma1e the me((a"e %learer to the %u(tomer( that it ha( the pate!t
ri"ht o'er the brea1a0ay (eal6 I! the (ur'ey 0e fou!d that the
%o!(umer( are a0are of the brea1a0ay (eal but are !ot a0are that the
%ompa!y ha( the pate!t ri"ht6
Apart from a hi"h do(e of i!'e(tme!t( o! e2pa!di!" bottli!" %apa%itie(
a!d a! ad bud"et thatE( ri(e! (i28fold o'er la(t year, if Bi(leri 0a!t( to
pe!etrate e'ery po((ible (e"me!t of the mar1et, it %a! do that by
i!trodu%i!" more pa%1 (i7e( a!d e(tabli(hi!" the bra!d (tro!"ly 0ith
tre!dy !e0 pa%1a"i!"6
Apart from %reati!" %o!(umer pull 0ith %ampai"!, the %ompa!y, to
i!%rea(e it( (ale( 0ould ha'e to do the (ale( pu(h a( 0ell6 or that it 0ould
ha'e to "i'e the retailer( a!d other (to%1ie(t hi"h trade mar"i!( a!d
i!%e!ti'e( for 1eepi!" the produ%t6 Thi( i( 'ery importa!t i! %a(e of thi(
produ%t be%au(e %o!(umer( 0ould ta1e up 0hat i( a'ailable to them at ea(e
a!d 0hate'er retailer i( "i'i!"6

$!


COMPETITION
IN
MAR*ET
$3


COMPETITION
The mi!eral 0ater mar1et i( (et to e2plode a!d hit the R(6*, +++8%rore
mar1 i! the !e2t %ouple of year(6 Thi( i( dra0i!" the bi" "u!( atte!tio!6
ir(t Brita!!ia lau!%hed E'ia!6 A!d re%e!tly, (oft dri!1( "ia!t Pep(i
e!tered the fray 0ith ABuafi!a6 No0, Ne(tle too i( reportedly pla!!i!" a
foray6 $ea!0hile, Parle A"roE( Bailey ha( bee! "ro0i!" (teadily6 Small
lo%al player( too are breathi!" do0! Bi(leriE( !e%1 ridi!" o! better trade
mar"i!( a!d i!te!(i'e di(tributio! #i! their re(pe%ti'e area( of operatio!)6
The %ompetitio! fa%i!" Bi(leri %a! be %ate"ori7ed i!to a fe0 bra!d !ame(
li1e
Parle Bailey
Pepsi Aquafina
Coca Cola inley
Aith ParleE( Bailey bei!" the mai! %ompetitor a!d (e%o!d i! mar1et
(hare i! the or"a!i7ed mar1et, Bi(leri fa%e( treme!dou( %ompetitio! from
the u!or"a!i7ed (e%tor6
$$


A!"A#I$A
The ad'a!ta"e for ABuafi!a i( that thou"h there are o'er .++ label( of
bottled 0ater i! the I!dia! mar1et, fe0 %a! be %alled bra!d(6 It i(
!e%e((ary to remember that e'ery produ%t 0ith a !ame i( !ot a bra!dQ
e'e! Bi(leri ha( be%ome "e!eri% to thi( %ate"ory6 It doe( !ot ha'e a!y
emotio!al 'alue( atta%hed to it6 So there 0a( !o diffi%ulty for Pep(i i!
%reati!" (pa%e i! (u%h a mar1et, 0hi%h i( %ompletely differe!t from the
(oft dri!1( mar1et, 0here it 0ill be 'ery diffi%ult for a!y !e0 player to
fi!d a (lot6 So the %reati'e team at HTA 'irtually had a! empty %a!'a( to
0or1 o!6 A!d it %ame up 0ith a %ampai"! that did ha'e people tal1i!"6
ir(t, a (erie( of tea(er(, follo0ed by a film that (ho0ed healthy bodie(
a!d youthful people a!d, of %our(e, lot( of 0ater. I! additio! to the
tamper proof (eal, there i( a reliable method of %he%1i!" 0hether the
bottle ha( bee! refilled6 The date of ma!ufa%turi!" ha( bee! 0ritte! o!
the %ap a( 0ell a( o! the bottle6 Thu( a per(o! 0ho i( refilli!" it 0ould
$


ha'e to fi!d a mat%hi!" %ap a!d bottle, the probability of 0hi%h i( 'ery
lo06
Coca Cola% inley
5o%a85ola /oi!ed the ra%e by a!!ou!%i!" the immi!e!t lau!%h of it( o0!
bra!d of 0ater a!d, i! the pro%e((, putti!" to re(t rumor( of it( (o8%alled
ta1eo'er of Bi(leri6 Hi!ley i( tar"eti!" i!(titutio!(6
$%


Parle Ar&o's% Bailey
Bailley the bra!d that i( o0!ed by Rame(h 5hauha!E( brother Pra1a(h
5hauha! i( 'ery popular i! the (outher! part of I!dia6 Souther! part of
I!dia a%%ou!t( for *+? of the (ale of the 0hole 0ater mar1et i!du(try6
Bi(leri 0ould ha'e a tou"h %ompetitio! from Bailley (i!%e the %ompa!y
pla!( to (pread it( pre(e!%e i! that part of the %ou!try6 A!other thi!" that
ma1e( the %ompetitio! diffi%ult for the %ompa!y i( the pri%e at 0hi%h itE(
%ompetitor i( offeri!" the produ%t6 It "i'e( the , lt6 or R(6,+6 The o!ly
(tre!"th poi!t of the %ompa!y, 0hi%h it %a! %apitali7e, i( it( "e!eri%
!ame6 A!d al(o the %ompa!y 0ould ha'e to e!ter that mar1et 0ith a
(tro!" di(tributio! ba(e6 Ae 1!o0 the fa%t that Bailley ha( "ro0! at a
rapid pa%e u(i!" the route of fra!%hi(i!", 0hi%h Bi(leri ha( !ot adopted
a( yet6 Thi( i( a!other poi!t, 0hi%h the %ompa!y 0ould ha'e to ta1e %are
of to fa%e the %ompetitio!6
$"



SAFETY OF
BOTTLED
DRIN*IN847ATER
$&


PURE BOTTLED DRIN*IN847ATER
I# Danger!u#H
The Sa"et, !" B!tt$ed Drin;ing4Aater
Be%au(e of the lar"e !umber of po((ible ha7ard( i! dri!1i!"80ater, the
de'elopme!t of (ta!dard( for dri!1i!"80ater reBuire( (i"!ifi%a!t re(our%e( a!d
e2perti(e, 0hi%h ma!y %ou!trie( are u!able to afford6 ortu!ately, "uida!%e i(
a'ailable at the i!ter!atio!al le'el6 The Aorld Health Or"a!i7atio! #AHO)
publi(he( Guidelines for Drinking-water Quality 0hi%h ma!y %ou!trie( u(e a(
the ba(i( to e(tabli(h their o0! !atio!al (ta!dard(6
Internati!na$ Standard# "!r B!tt$ed Drin;ingIAater
The i!ter"o'er!me!tal body for the de'elopme!t of i!ter!atio!ally re%o"!i7ed
(ta!dard( for food i( the 5ode2 Alime!tariu( 5ommi((io! #5A5)6 AHO, o!e of
the %o8(po!(or( of the 5A5, ha( ad'o%ated the u(e of the Guidelines for
Drinking-water Quality a( the ba(i( for deri'atio! of (ta!dard( for all bottled
0ater(S
CSE ReE!rt !n Ee#tiide re#idue# in (!tt$ed Aater
The 5e!tre for S%ie!%e a!d E!'iro!me!t, a !o!8"o'er!me!tal or"a!i7atio!
ba(ed i! Ne0 Delhi, ha( (et up the Pollutio! $o!itori!" Laboratory to mo!itor
$'


e!'iro!me!tal pollutio!6 It( mai! aim i( to u!derta1e (%ie!tifi% (tudie( to
"e!erate publi% a0are!e(( about food, 0ater a!d air %o!tami!atio!6
The bottled 0ater mar1et (hare of ma/or bra!d( i( Bi#$eri #>*?), Hi!ley #*<?),
ABuafi!a #,*?), Hi!"fi(her #;?) follo0ed by Bailley #>?),
Dri!1i!" 0ater filled i! hermeti%ally (ealed %o!tai!er( of 'ariou( %ompo(itio!(,
form, a!d %apa%itie( that i( (uitable for dire%t %o!(umptio! 0ithout further
treatme!t
FACTS
Bottled dri!1i!" 0ater (ample( of (ome top bra!d(- Bi#$eri #Parle Bi(leri P't6
Ltd6), Bailley #Parle A"ro P't6 Ltd6), ABuafi!a #Pep(i%o I!dia Holdi!" P't6
Ltd6), a!d Hi!ley #Hi!du(ta! 5o%a 5ola Be'era"e P't6Ltd6) a!d of other le((
popular bra!d( li1e Be(t, Royal ABua, Sea"ull et%6, 0hi%h 0ere bei!" (old a!d
ma!ufa%tured i! $umbai a!d !earby area( li1e Pu!e a!d Dama!, 0ere
pur%ha(ed ra!domly6 All the (ample( 0ere pur%ha(ed from retail outlet( i! the
mar1et a!d from rail0ay (tatio! a!d 0ere %he%1ed for proper (eal, date of
ma!ufa%ture a!d bat%h !umber6 E'e! the top bra!d(, 0hi%h %laim to u(e
treatme!t method( li1e purifi%atio! filtratio!, a%ti'ated %arbo! filtratio!,
demi!erali7atio! a!d re'er(e o(mo(i(, 0ere fou!d to %o!tai! re(idue( of
pe(ti%ide(6 It mi"ht be due to the rea(o! that the ma!ufa%turer( may be by8
#


pa((i!" the ra0 0ater after partial treatme!t a!d remi2i!" it 0ith the fully
treated (tream (o a( to %ut do0! the %o(t of treatme!t6 O! the ba(i( of the re(ult(
differe!t bra!d( %a! be rated i! term( of total or"a!o%hlori!e a!d
or"a!opho(phoru( pe(ti%ide( from lea(t to mo(t %o!tami!ated a(8
ABuafi!a $a%blue
Bailley Hi!ley
Sea"ull Sheetal
Bi(leri Brillia!t
Bally Apur'a
1


!


OBJECTI)E
To a!aly7e the mar1eti!" (trate"ie( of the %ompa!y i! Noida
,6 To u!der(ta!d %urre!t mar1et (%e!ario i! %o!te2t of pa%1a"ed dri!1i!"
0ater6
*6 To 1!o0 the 'ariou( dema!d( of retailer(S
.6 To 1!o0 ho0 retailer 'ie0 produ%t of Bi(leri i! %ompari(o! 0ith other
%ompa!ie( produ%t(S
>6 To a!aly(i( of mar1eti!" (trate"y of mi!eral 0ater i!du(trie(
<6 To determi!e the mar1et (hare of Bi(leri Bra!d of Bottle Aater6
96 To fi!d out the prefere!%e le'el of re(po!de!t( re"ardi!" Bi(leri Bra!d of
Bottle6
I6 To a((e(( the bra!d po(itio!i!" of the Bi(leri i! the $i!eral Aater
Se"me!t6
@6 To Study the bra!d po(itio!i!" of Bi(leri6
3


SCOPE OF T.E STUDY
36 Thi( report i( u(eful for the re(ear%her( 0ho are 0illi!" to do re(ear%h o!
the $i!eral 0ater I!du(try a!d it( pre(e!t %ompetitor( i! the mar1et6
16 Thi( report (ho0( the problem( a((o%iated 0ith the $i!eral 0ater
i!du(try i! the mar1et a( it help( i! remo'i!" the(e problem(6
56 Thi( report %a! be u(eful a( a (e%o!dary data for $i!eral 0ater i!du(try6
B6 Thi( report help( i! 1!o0i!" the %urre!t a!d future (%e!ario of $i!eral
0ater i!du(try6
C6 Thi( report help( i! 1!o0i!" mar1et po(itio! of differe!t $i!eral 0ater
i!du(try6
$

TITLE/ ANAL4SIS O $ARHETIN3 STRATE34 O $INERAL
AATER IND&STR4
JRESEAR5H ON BISLERIK
Rati!na$e !" #tud,/
Aater i( the mo(t importa!t liBuid i! the 0orld6 Aithout 0ater, there
0ould be !o life, at lea(t !ot the 0ay 0e 1!o0 it6 I! today:( li'i!"
%o!ditio!, the !eed for Pure Dri!1i!" Aater i( be%omi!" the i((ue for the
%ommo! $a!6 Ei"hty per%e!t of the huma! metaboli(m %o!(i(t( of 0ater6
Thi( i( the rea(o! 0hy ;+? of huma! di(ea(e( are 0ater bor!e6
O(:eti%e/
The ob/e%ti'e( of re(ear%h are a( follo0(D
To a!aly(i( of mar1eti!" (trate"y of mi!eral 0ater i!du(trie(
To determi!e the mar1et (hare of Bi(leri Bra!d of Bottle Aater6
To fi!d out the prefere!%e le'el of re(po!de!t( re"ardi!" Bi(leri Bra!d of
Bottle6
To a((e(( the bra!d a0are!e(( of the Bi(leri i! the $i!eral Aater
Se"me!t6
To Study the bra!d po(itio!i!" of Bi(leri6
%


I+E!rtane/
36 Thi( report i( u(eful for the re(ear%her( 0ho are 0illi!" to do re(ear%h o!
the $i!eral 0ater I!du(try a!d it( pre(e!t %ompetitor( i! the mar1et6
16 Thi( report (ho0( the problem( a((o%iated 0ith the $i!eral 0ater
i!du(try i! the mar1et a( it help( i! remo'i!" the(e problem(6
56 Thi( report %a! be u(eful a( a (e%o!dary data for $i!eral 0ater i!du(try6
B6 Thi( report help( i! 1!o0i!" the %urre!t a!d future (%e!ario of $i!eral
0ater i!du(try6
C6 Thi( report help( i! 1!o0i!" mar1et po(itio! of differe!t $i!eral 0ater
i!du(try6
"


&


RESEAR5H $ETHODOLO34
Re(ear%h i( (imply defi!e a( a (ear%h for fa%t(6 It i( a! i!'e(ti"atio! of a!y
or"a!i7atio!6 So $ar1eti!" re(ear%h a( the (y(temati% de(i"!, %olle%tio! of data
a!d fi!di!"( rele'a!t to (pe%ifi% mar1eti!" (ituatio! fa%i!" the %ompa!y6
Re(ear%h methodolo"y i( a de(%riptio!, e2pla!atio! a!d /u(tifi%atio! of 'ariou(
method( of %o!du%ti!" re(ear%h6 The re(ear%h 0a( %arried out throu"h (ur'ey
method 0ith the help of Bue(tio!!aire %o!(i(ti!" of %lo(ed e!ded Bue(tio!6 Due
to fle2ibility, Bue(tio!!aire method i( ideally (uited for %olle%tio! of primary
data6
MAR*ET RESEARC. PROCESS4
Step8, Defi!e the problem a!d re(ear%h ob/e%ti'e
Step8* 5olle%t the i!formatio!
Step8. A!aly7e the i!formatio!
Step8> Pre(e!t the fi!di!"
Step8< $a1e the de%i(io!
RESEARC. INSTRUMENT8
#,) Gue(tio!!aire
#*) P(y%holo"i%al tool
#.) $e%ha!i%al de'i%e(
#>) Gualitati'e mea(ureme!t
'


RESEARC. DESI8N
MEANIN8 OF RESEARC. DESI8N
The formidable problem that follo0( the ta(1 of defi!i!" the re(ear%h problem
i( the preparatio! of the de(i"! of the re(ear%h pro/e%t, popularly 1!o0! a(
the Tre(ear%h de(i"!U6 De%i(io!( re"ardi!" 0hat, 0here, 0he!, ho0 mu%h
by 0hat mea!( %o!%er!i!" a! i!Buiry or a re(ear%h (tudy %o!(titute a
re(ear%h de(i"!6 TA re(ear%h de(i"! i( the arra!"eme!t of %o!ditio!( for
%olle%tio! a!d a!aly(i( of data i! ma!!er that aim( to %ombi!e rele'a!%e to
the re(ear%h purpo(e 0ith e%o!omy i! pro%edure6U I! fa%t, the re(ear%h
de(i"! i( the %o!%eptual (tru%ture 0ithi! 0hi%h re(ear%h i( %o!du%tedQ it
%o!(titute( the bluepri!t for the %olle%tio!, mea(ureme!t a!d a!aly(i( of
data6 A( (u%h the de(i"! i!%lude( o! outli!e of 0hat the re(ear%her 0ill do
from 0iti!" the hypothe(i( a!d it( operatio!al impli%atio!( to the fi!al
a!aly(i( of data6 $ore e2pli%itly, the de(i"! de%i(io!( happe! to be i!
re(pe%t ofD
#i) Ahat i( the (tudy aboutS
#ii) Ahy i( the (tudy bei!" madeS
#iii) Ahere 0ill the (tudy be %arried outS
#i') Ahat type of data i( reBuiredS
#') Ahere %a! the reBuired data are fou!dS
#'i) Ahat period( of time 0ill the (tudy i!%ludeS
#'ii) Ahat 0ill be the (ample de(i"!S
#'iii) Ahat te%h!iBue( of data %olle%tio! 0ill be u(edS
#i2) Ho0 0ill the data a!aly7edS
%#


TOOLS AND INSTRUMENTS USED FOR T.E STUDY
It i( !e%e((ary for a re(ear%her to defi!e %o!%eptual (tru%ture 0hi%h re(ear%h
0ould be %o!du%ted6 The fu!%tio! of re(ear%h de(i"! i( to pro'ide for the
%olle%tio! of rele'a!t e'ide!%e 0ith mi!imal e2pe!diture of effort(, time a!d
mo!ey6 I! thi( re(ear%h the re(ear%h de(i"! 0a( a( follo0(D8
,) Time a'ailable for the re(ear%h i( e'ery Aed!e(day of the 0ee16
*) The mea!( of obtai!i!" the i!formatio! i( throu"h D
Primary data li1e Bue(tio!!aire
Se%o!dary data li1e ma"a7i!e(, !et a!d Pamphlet( et%6
.) There i( !o %o(t fa%tor related to re(ear%her6

%1


PROCEDURE OF DATA COLLECTION
Data %ompilatio! i( a! i!termediate (ta"e bet0ee! data %olle%tio! a!d a!aly(i(6
Data %ompilatio! i!'ol'e( %la((ifi%atio! a!d (ummari7atio! i! order to ma1e
data ame!able to a!aly(i(6
I! deali!" 0ith a!y problem, o!%e the (ample ha( bee! (ele%ted the data mu(t
be %olle%ted from the (ample populatio!6 There are (e'eral 0ay( of %olle%ti!"
appropriate data 0hi%h differ %o!(iderably i! %o!te2t of mo!ey %o(t, time a!d
other re(our%e(6 They %a! be broadly %la((ified i! to t0o %ate"orie(6
TA! #!ure# t! !$$et data are na+e$,/
,6 Primary Sour%e
*6 Se%o!dary Sour%e
PRIMARY SOURCE OF COLLECTIN8 DATA
Primary data are mea(ureme!t( ob(er'ed a!d re%orded a( part of a! ori"i!al
(tudy, 0he! the data reBuired for a parti%ular (tudy %a! be fou!d !either i! the
i!ter!al re%ord( of the e!terpri(e, !or i! publi(hed (our%e(, it may be%ome
!e%e((ary to %olle%t ori"i!al data, i6e6 to %o!du%t fir(t ba!d i!'e(ti"atio!6 The
0or1 of %olle%ti!" ori"i!al data i( u(ually limited by time, mo!ey a!d
ma!po0er a'ailable for the (tudy6 Ahe! the data to be %olle%ted are 'ery lar"e
%!


i! 'olume, it i( po((ible to dra0 rea(o!ably a%%urate %o!%lu(io!( from the (tudy
of a (mall portio! of the "roup %alled (ample6
The Primary Data that I %olle%ted 0ere the fir(t ha!d i!formatio! 0hi%h I
re%ei'ed throu"h per(o!al i!ter'ie0( 0ith the %o!(umer( a!d throu"h
Bue(tio!!aire(6 Thi( data "a'e the mo(t 'ital i!formatio! for ma1i!" my
a!aly(i( of the pre'aili!" pur%ha(i!" beha'ior of the %o!(umer(6
The a%tual pro%edure( u(ed i! %olle%ti!" data are e((e!tially the (ame 0hether
all the item( are to be i!%luded or o!ly (ome item( are %o!(idered6
There are ba(i%ally t0o method( of obtai!i!" primary data, !amelyD
o Gue(tio!!aire
o Ob(er'atio!
Gue(tio!i!", a( the !ame (u""e(t(, i( di(ti!"ui(hed by the fa%t that data are
%olle%ted by a(1i!" Bue(tio!( from people 0ho are throu"h to ha'e the de(ired6
Gue(tio!( may be a(1ed i! per(o!, or 0riti!"6 A formal li(t of (u%h Bue(tio!( i(
%alled a ?ue#ti!nnaire&
Ahe! data are %olle%ted by ob(er'atio!, the i!'e(ti"ator a(1( !o Bue(tio!(,
i!(tead, he ob(er'e the ob/e%t( or a%tio!( i! 0hi%h he i( i!tere(ted6 Sometime
i!di'idual( ma1e the ob(er'atio!(, o! other o%%a(io!(Q me%ha!i%al de'i%e(
ob(er'e a!d re%ord the de(ired i!formatio!6
%3


B( )esi&nin& the questionnaire
The (u%%e(( of the Bue(tio!!aire method of %olle%ti!" i!formatio! depe!d(
lar"ely o! the proper de(i"!i!" of the Bue(tio!!aire6 De(i"!i!" Bue(tio!!aire i(
a hi"hly (pe%iali7ed /ob a!d reBuire( a "reat deal of (1ill a!d e2perie!%e6 It i(
diffi%ult to lay hard a!d fa(t rule( to be follo0ed i! thi( %o!!e%tio!6 Althou"h
mu%h pro"re(( ha( bee! made, the de(i"!i!" of Bue(tio!!aire( i( (till 'ery mu%h
a! art6
$o(t of 0hat i( 1!o0! about ma1i!" Bue(tio!!aire( i( ba(ed o! e2perie!%e6
Neither a ba(i% theory !or e'e! fully (y(temati7ed approa%h to the problem ha(
bee! de'eloped6 Ne'erthele((, the e2te!(i'e e2perie!%e of ma!y re(ear%her(
a!d a limited !umber of or"a!i7ed e2perime!t( ha'e let to a %o!(iderable
u!der(ta!di!" of the problem a!d to lo!" li(t of T doE( a!d do!Et( T rule( of
thumb6 The(e %a! defi!itely help a be"i!!i!" re(ear%her a'oid pitfall(, but they
%a!!ot be (u(tai!ed for %reati'e ima"i!atio! i! de(i"!i!" a Bue(tio!!aire
pro%edure6 The 'ariou( area( 0hi%h ha'e ta1e! i!to a%%ou!t 0hile de'elopi!"
the Bue(tio!!aire to be pre(e!ted before the %o!(umer( of the %arbo!ated (oft
dri!1 produ%t( are a( follo0(D
The i!formatio! to be (ou"ht6
The type of Bue(tio!!aire that i( reBuire(6
%$


Ho0 that Bue(tio!!aire 0ill be admi!i(teredS
The %o!te!t of i!di'idual Bue(tio!6
Ahat form of re(po!(e of ea%h Bue(tio! 0ill beS
Ho0 ma!y Bue(tio!( 0ill be u(ed a!d ho0 the i!di'idual Bue(tio!(
0ill be (eBue!%edS
Ahether the Bue(tio!!aire 0ill be (tru%tured or u!(tru%turedS
6SECONDARY SOURCE OF DATA COLLECTION
Se%o!dary Data i!'ol'ed i! my re(ear%h 0ere the i!formatio! that I %olle%ted
throu"h the 'ariou( broa%her( a!d pamphlet( of the %ompa!y, 0hi%h 0ere
pro'ided to me duri!" the a!aly(i(6
A& INTERNAL SOURSES4
I!ter!al data refer to the mea(ureme!t( that are the by8produ%t( of routi!e
bu(i!e(( re%ord 1eepi!" li1e a%%ou!ti!", fi!a!%e, produ%tio!, per(o!!el, Buality
%o!trol, (ale(, R F D et%6
Si!%e the i!ter!al data ori"i!ate 0ithi! the bu(i!e((, %olle%ti!" the de(ired
i!formatio! doe( !ot u(ually offer mu%h diffi%ulty6 The parti%ular pro%edure
depe!d( lar"ely upo! the !ature of fa%t( bei!" %olle%ted a!d the form i! 0hi%h
they e2i(t6 The problem of %olle%tio! i( primarily that of ha'i!" the proper
%


re%ord made at the time the i!formatio! i( (e%ured6 The i!formatio! 0a!ted i(
freBue!tly to be fou!d i! more tha! o!e departme!t of the bu(i!e((, 0hi%h
i!%rea(e( the diffi%ulty of "etti!" /u(t the i!formatio! o!e 0a!t(6
5ompa!y profit8lo(( (tateme!t
Bala!%e (heet
Sale( fi"ure, Sale(8%all report
I!'oi%e, I!'e!tory re%ord(
Re(ear%h report(6
B& 8O)ERNMENT PUBLICATIONS
$ar1eti!" i!formatio! "uide
5ou!try a!d %ity data boo1
I!du(trial outloo1
Stati(ti%al ab(tra%t of the &!ited State
C& PERIODICALS AND BOO*S
Bu(i!e(( periodi%al( i!de2
$ar1eti!" /our!al(
Trade ma"a7i!e( i!%lude Ad'erti(i!" A"e, Sale( F mar1eti!"
ma!a"eme!t6
%%


Bu(i!e(( ma"a7i!e( i!%lude Bu(i!e(( 0ee1, ortu!e, orbe(, The
E%o!omi(t
D& COMMERCIAL DATA
Niel(e! 5ompa!y
$5RA I!formatio! Ser'i%e(
Simmo!( $ar1et Re(ear%h Bureau
%"


SAMPLIN8
The (ampli!" i( the (tudy or re(ear%h %o!du%ted o! either a (mall part of
populatio! or other thi!"( #Area, Produ%t) 0hi%h ha( to be (ur'eyed6
A brief idea about (ampli!" for thi( re(ear%h %o!(i(ti!" of it( differe!t
parameter( li1eP
SA$PLE &NIT8 0ho i( to be (ur'eyed6
SA$PLE SILE8 ho0 ma!y people to (ur'eyed6
SA$PLIN3 PLA5E8 0hi%h area i( to be (ur'eyed6
SA$PLIN3 PRO5ED&RE8 ho0 (hould the re(po!de!t( be %ho(e!6
SAMPLE DESI8N/
The (ample de(i"! 0hi%h ha( bee! u(e i! thi( pro/e%t report i( 5o!'e!ie!%e
(ampli!" a!d de(%ripti'e i! !ature
SAMPLIN8 UNIT /
A de%i(io! ha( to be ta1e! %o!%er!i!" a (ample u!it before (ele%ti!" the !umber
of (ample(6 It may be "eo"raphi%al a( 0ell a( i!di'idual6
SAMPLIN8 AREA
Here NOIDA re"io! ha( bee! ta1e! a( a "eo"raphi%al u!it a!d retailer( a( a!
i!di'idual u!it6
SI=E OF SAMPLE/
Thi( refer( the !umber of item( #Outlet() to be (ele%ted from the fi!ite u!i'er(e
to %o!(titute a (ample (i7e6 The (ur'ey 0a( %o!du%ted of *++ outlet(6
%&


RESEARC. MET.ODOLO8Y
The re(ear%h %o!du%ted by E2ploratory Re(ear%h thi( type of re(ear%h i(
Gualitati'e a!d Gua!titati'e6 Gualitati'e refer( to the %hara%ter( of the data or
pro%e(( by 0hi%h the data are "athered6
The re(ear%h pro%e(( %o!(i(t( of a (erie( of %lo(ely related a%ti'itie(6 Ahy a
re(ear%h (tudy ha( bee! u!derta1e!6 Ahy a re(ear%h (tudy ha( bee!
u!derta1e!, ho0 the re(ear%h problem ha( bee! defi!ed, i! 0hat 0ay a!d 0hy
the hypothe(i( ha( bee! formulated, 0hat data ha( bee! %olle%ted a!d 0hat
parti%ular method ha( bee! adopted a!d a ho(t of (imilar other Bue(tio! are
u(ually a!(0ered 0he! 0e tal1 of re(ear%h methodolo"y %o!%er!i!" a re(ear%h
problem or (tudy6
Sa+E$ing/
The data 0a( to be %olle%ted o!ly from the 5o!(umer( a!d Retailer(6 A
Bue(tio!!aire 0a( prepared a!d i!ter'ie0i!" 0ith Retailer( a!d 5o!(umer(6
A de%i(io! ha( to be ta1e! %o!%er!i!" a (ample u!it before (ele%ti!" the !umber
of (ample(6 It may be "eo"raphi%al a( 0ell a( i!di'idual6
SiJe !" Sa+E$e/
Thi( refer( the !umber of item( #Outlet() to be (ele%ted from the fi!ite u!i'er(e
to %o!(titute a (ample (i7e6 The (ur'ey 0a( %o!du%ted of *++ outlet(6
%'


MAR*ET RESEARC.4 RETAILER SUR)EY IN NOIDA
Retailer Sur'ey 0a( %o!du%ted i! Noida Re"io! i! =&NEF=&L4 - *+,* u!der
the "uida!%e of $r6 Aru! Sharma #(ale( offi%er)6
I 0a( reBuired to meet all the 5FE( a!d ,+ Di(tributor( of Noida Re"io! a!d
the! "o for Route Ridi!" 0ith the di(tributor( i! their 'ehi%le( to the 'ariou(
retailer( i! Noida6 I 'i(ited *++ retailer( i! the mo!th of =u!e a!d /uly
Bue(tio!!aire( 0ere al(o filled by the retailer( i 'i(ited6
I al(o too1 order( from 'ariou( retailer( 0hi%h 0ere pa((ed to the di(tributor(
a!d the! pro%e((ed by them6 So i! thi( ma!!er I al(o u!der(tood the di(tributio!
%ha!!el of the %ompa!y i6e6 ho0 the produ%t 0a( di(pat%hed from the %ompa!y
to the 5FE( a!d the! to the Di(tributor( a!d fi!ally to the Retailer(6
"#


Anal"sis o+ t$e service t$at ,as provie to
t$e retailers +rom #isleri 1 'ou 2et Service
From #isleri
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= D1(0> $% !3.# !3.# !3.#
F3370> "! 3%.# 3%.# '.#
D-r*.(85*0
>
13 %. %. %.
M-.*50> !. !. %&.#
N3<3r !% 13.# 13.# &1.#
O.
D361.=
3& 1'.# 1'.# 1##.#
T-*10 !## 1##.# 1##.#
"1


A( per the retailer (ur'ey that 0a( %o!du%ted i! Noida Re"io!, .9? retailer(
"ot (er'i%e from the di(tributor( o! 0ee1ly ba(i(, *.? retailer( "ot (er'i%e o!
daily ba(i( from the di(tributor(, 96<? retailer( "ot (er'i%e o! fort!i"htly ba(i(
a!d *6<? retailer( "ot (er'i%e o! mo!thly ba(i(6 ,.? retailer( %omplai!ed of
!e'er "etti!" (er'i%e from the di(tributor( a!d ,;? retailer( (aid that they "ot
(er'i%e o! dema!d by the di(tributor(6
It 0a( al(o ob(er'ed that (ome retailer( 0ere !ot (ati(fied by the (er'i%e of the
di(tributor( appoi!ted by the %ompa!y6 There 0ere %ertai! i!(ta!%e( 0here the
retailer had pla%ed the order to the di(tributor a!d he did !ot re%ei'e it for , or *
day( thereby for%i!" the retailer( to buy other bra!d( a'ailable i! the mar1et if
he did !ot ha'e e!ou"h (to%1 to %ater hi( %u(tomer(6
"!


Ana$,#i# !" the #ati#"ati!n $e%e$ !" the retai$er# !" Bi#$eri I
Are 'ou Satis+ie From T$e Service
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= Y3) 1!$ %!.# %!.# %!.#
N- "% 3&.# 3&.# 1##.#
T-*10 !## 1##.# 1##.#
"3


A( per the retailer (ur'ey that 0a( %o!du%ted i! Noida i Re"io! 9*? retailer(
(aid they 0ere (ati(fied by the (er'i%e of Bi(leri I!ter!atio!al P't6 Ltd6 A!d
.@? retailer( 0ere !ot (ati(fied by the (er'i%e of Bi(leri I!ter!atio!al P't6 Ltd6
It 0a( fou!d out that di((ati(fa%tio! of retailer( 0a( mai!ly due to the follo0i!"
rea(o!( - irre"ular 'i(it( by the di(tributor, irre"ular (upply of the produ%t i! the
mar1et a!d le((er mar"i! "i'e! by the %ompa!y to the retailer(6
Ana$,#i# !" the %i#it# !" the !+Ean, reEre#entati%e# t! the
retai$er# 4
Ho, O+ten Do Compan" Representative %isit 'ou
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= F3370> 1#& $.# $.# $.#
D-r*.(85
*0>
$" !3. !3. "".
M-.*50> 31 1. 1. '3.#
N3<3r 1$ ".# ".# 1##.#
T-*10 !## 1##.# 1##.#
"$


A( per the retailer (ur'ey that 0a( %o!du%ted amo!" *++ retailer( i! Noida
re"io!, <>? retailer( 0ere 'i(ited 0ee1ly by the %ompa!y repre(e!tati'e(,
*.6<? retailer( 0ere 'i(ited fort!i"htly by the %ompa!y repre(e!tati'e(, ,<6<?
retailer( 0ere 'i(ited mo!thly by the %ompa!y repre(e!tati'e( a!d I? retailer(
0ere !e'er 'i(ited by the %ompa!y repre(e!tati'e( i! the re"io!6(
Ahile the %ompetitor( li1e 5o1e a!d Pep(i 5o6 a!d other lo%al bra!d( 0ere 'ery
re"ular 0ith the 'i(it( to the 'ariou( retailer( i! the re"io! thereby "ai!i!" a!
ed"e a!d buildi!" (tro!"er relatio!(hip( 0ith the retailer( a!d he!%e boo(ti!"
their (ale( too6
"


Ana$,#i# !" #ati#"ati!n !" the retai$er# Aith the !+Ean,@# +argin
'ou Are Satis+ie 3it$ 3$ic$ O+ T$e Follo,ing
Compan"4s &argin
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= B()03r( 113 %. %. %.
K(.03> %& 3$.# 3$.# '#.
AC,14(
.1
1' '. '. 1##.#
T-*10 !## 1##.# 1##.#
"%


A( per the (ur'ey %o!du%ted it 0a( a!aly7ed that <96<? retailer( 0ere (ati(fied
0ith the mar"i! of Bi(leri, .>? retailer( 0ere (ati(fied 0ith the mar"i! "i'e! by
5o1e for it( Hi!ley a!d ;6<? retailer( 0ere (ati(fied 0ith the mar"i! "i'e! by
Pep(i 5o6 for it( ABuafi!a6
It 0a( al(o fou!d that 'ariou( (%heme( "i'e! 5o1e a!d Pep(i 5o6 a!d other
lo%al bra!d( to the retailer( added to the (ati(fa%tio! le'el of the retailer(
thereby for%i!" the retailer( to (hift from Bi(leri to other bra!d( a!d thu( bi(leri
!eed( to ta1e a (tep i! thi( dire%tio! if it doe( !ot 0a!t to loo(e "rou!d6
Ana$,#i# !" the #uEE$, !" *in$e,KA?ua"ina t! the retai$er# 4
Ho, Fre5uentl" Kinle"6A5ua+ina 2ives Suppl"
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= D1(0> 1#% 3.# 3.# 3.#
F3370> !! 11.# 11.# %$.#
M-.*50> ! 1.# 1.# %.#
O.
D361.=
& $.# $.# %'.#
N3<3r %! 31.# 31.# 1##.#
T-*10 !## 1##.# 1##.#
""


A) /3r *53 r3*1(03r ),r<3> 2-.=,2*3= (. *53 r38(-. (* ;1) 4-,.= -,* *51*
3G r3*1(03r) 8-* )3r<(23 4r-6 7(.03>H1C,14(.1 -. =1(0> +1)()B 11G
r3*1(03r) 8-* )3r<(23 4r-6 7(.03>H1C,14(.1 -. ;3370> +1)()B 1G r3*1(03r)
8-* )3r<(23 4r-6 7(.03>H1C,14(.1 -. 6-.*50> +1)()B $G r3*1(03r) ;3r3 .-*
r38,01r 2,)*-63r) -4 7(.03>H1C,14(.1 1.= *53> 8-* )3r<(23 4r-6 C-73 I
P3/)( 2-. ;53.3<3r *53> =361.=3= 1.= 31G r3*1(03r) .3<3r 8-* )3r<(23
4r-6 7(.03>H1C,14(.1.
It 0a( al(o fou!d out from the (ur'ey that the di(tributio! %ha!!el of 5o1e a!d
Pep(i 5o6 0a( e2%elle!t a!d it 0a( 'ery hard for Bi(leri to mat%h tho(e le'el(6
"&


Ana$,#i# !" Ahat Ee!E$e #a, Ahen the, a#; "!r (!tt$ed Aater I
3$en *eople As- For #ottle 3ater 3$at Do T$e" Sa"
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= G(<3 M3 B()03r( "1 3. 3. 3.
G(<3 M3
AC,14(.1
1" &. &. $$.#
G(<3 M3 K(.03> !3 11. 11. .
G(<3 M3 F1*3r
B-**03
!. !. &.#
G(<3 M3 M(.3r10
F1*3r
&$ $!.# $!.# 1##.#
T-*10 !## 1##.# 1##.#
"'


A( per the retailer (ur'ey that 0a( %o!du%ted i! Noida , it 0a( ob(er'ed that
.<6<? people (ay O3i'e me Bi(leriE at the retail %ou!ter( 0he! they a(1 for
bottled 0ater, @6<? people (ay O3i'e me ABuafi!aE at the retail %ou!ter(, ,,6<?
people (ay O3i'e me Hi!leyE at the retail %ou!ter(, *6<? people (ay O3i'e me
Aater BottleE at the retail %ou!ter( a!d >*? people (ay O3i'e me $i!eral
AaterE at the retail %ou!ter( 0he! they a(1 for bottled 0ater6
So it i( 'ery %lear that Bra!d Re%all i( ma26 for Bi(leri a( %ompared to other
bra!d( a'ailable i! the mar1et a!d people thi!1 OBi(leriE 0he! they thi!1 about
mi!eral 0ater or bottled 0ater6
&#


Ana$,#i# !" an, Er!+!ti!na$ +ateria$ Er!%ided t! the retai$er
"r!+ Bi#$eri 4
Has An" &ar-et Input 7*romotional &aterial8
#een *rovie to 'ou From #isleri
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= Y3) 3 1". 1". 1".
N- 1% &!. &!. 1##.#
T-*10 !## 1##.# 1##.#
A( per the retailer (ur'ey that 0a( %o!du%ted i! Noida o!ly ,I6<? retailer( (aid
that they re%ei'ed mar1et i!put #promotio!al material) from the %ompa!y li1e
&1


ba!!er( a!d di(play (ta!d(, 0hile the re(t @*6<? retailer( (aid that they did !ot
re%ei'e a!y mar1et i!put i6e6 promotio!al material from Bi(leri I!ter!atio!al
P't6 Ltd6 The retailer( 0ere dema!di!" ba!!er(, di(play (ta!d(, refri"erator(
from the %ompa!y (o that they %ould ad'erti(e Bi(leri a!d i! tur! boo(t (ale(6 It
0a( al(o lear!t from the retailer( that ri'al( 5o1e a!d Pep(i 5o6 pro'ided
refri"erator(, ba!!er( a!d di(play (ta!d( Buite ofte! a!d e'e! refri"erator( 0ere
pro'ided 0ithout a!y (e%urity depo(it6
I ha'e al(o heard from my i!du(try "uide that i! the mo!th of =u!e a!d =uly
Bi(leri ha( i!%rea(ed it( ad'erti(i!" bud"et a!d ha( di(tributed ma!y ba!!er(
a!d (ta!d( to the retailer( to i!%rea(e it( pre(e!%e i! the mar1et a!d ha( al(o
pur%ha(ed refri"erator( from Volta( to "i'e it to the retailer( o! a (e%urity
depo(it of R(6,++++6
Anal"sis o+ ,$ic$ pac- si9e t$e retailers $ave or pre+er to
-eep t$e most :
3$ic$ *ac- Si9e 'ou Have Or 'ou *re+er To Keep T$e &ost
Dr3C,3.
2>
P3r23.
*
V10(=
P3r23.*
C,6,01*(<3
P3r23.*
V10(= !#
60
1 . . .
1 L*r 13 "%. "%. "".#
! L*r !% 13.# 13.# '#.#
L*r ! 1.# 1.# '1.#
!# L*r 1& '.# '.# 1##.#
T-*10 !## 1##.# 1##.#
&!


&3


S7OT ANALYSIS
STREN8T.S
Old a!d famou( bra!d !ame
Better pa%1a"i!"
Effe%ti'e di(tributio! !et0or1
amou( a( pure F (afe amo!" %o!(umer
3ood produ%t mi2
reBue!t Buality %he%1i!"
$u%h u(ed by %orporate 0orld
Better ma!a"eme!t
3i'e re"ular follo0 up to di(tributor
I!dia! ima"e
Better (ale( for%e
Spo!(ori!" 'ariou( %ultural pro"ram
Better 'i(ibility
3ood i!te!(i'e( to dealer
&$


7EA*NESS4/ 7EA*NESS4/
O!e liter pa%1( 0hi%h a%%ou!ted for <+ per %e!t of the %ompa!yE(
tur!o'er ha( %ome do0! to .+ per %e!t6 The t0o8liter pa%1(, 0hi%h ha'e
pra%ti%ally di(appeared from the (hel'e(, ha'e %ome do0! from *+ per
%e!t to fi'e per %e!t6 The "ro0th ha( %ome from the <++ ml a!d the fi'e8
liter %ate"ory, 0hi%h a%%ou!t for ,< per %e!t a!d .9 per %e!t of tur!o'er
re(pe%ti'ely6
Earlier, Bi(leri 0a( (elli!" at a premium of R(6,. for the (ame (i7e6 But
be"i!!i!" la(t mo!th, it ha( bee! (elli!" it( o!e8 liter bottle( at R(6,<
ea%h6 The %ompetiti'e R(6,< pri%e ta" ha( bee! 0or1i!" 0ell for the
bra!d6 I! 0hat %ould be a ma(ter(tro1e, ABua $i!eral( i( te(ti!" out the
po((ibility of ma(( mar1eti!" *+8litre Bi(leri bottle( for a! $RP of
R(6>+6 That 0or1( out to R(6* a liter6 If the lo"i(ti%(, ma!ufa%turi!" a!d
di(tributio! do fall i! pla%e, it %ould %ha!"e the fa%e of the purified 0ater
mar1et for 1eep(6
OPPORTUNITIES OPPORTUNITIES
So far, 5hauha! ha( !ot u(ed the fra!%hi(i!" route 'ery a""re((i'ely
u!li1e Parle A"roE( Bailley, 0hi%h ha( "ro0! 'ery fa(t u(i!" thi( route6
He ha( arou!d (i2 fra!%hi(ee( i! $umbai, Delhi, 5he!!ai, Ba!"alore,
3oa a!d Ra/a(tha!6 TAe (hu!!ed thi( route (o far be%au(e i! mo(t area(
&


0here 0e had !o pre(e!%e, it 0a( imperati'e that 0e did it our(el'e(6
No0 for further e2pa!(io! 0e %a! afford to u(e the fra!%hi(ee route6U
T.REATS T.REATS
Bi(leri 0ill be ta1i!" the pa%1( ba%1 a!d refilli!" them6 But the pa%1(
%a!!ot be (terili7ed (i!%e the material u(ed i( PET a!d %a!!ot 0ith(ta!d
hi"h temperature6 So ho0 %a! he e!(ure puritySU
STRATE8Y TO COUNTER T.REATS AND OT.ERSH STRATE8Y TO COUNTER T.REATS AND OT.ERSH
Ae (ub/e%t the bottle( to %hlori!e 0a(he(, hot 0ater 0a(he( a!d o7o!e
0a(he( before 0e refill the bottle(6The %ompa!y i( betti!" o! the home
(e"me!t6 The rea(o! bei!" that filter( a!d 0ater purifier( al(o !eed to be
%lea!ed periodi%ally a!d (till do !ot "uara!tee ab(olutely %lea! 0ater6 I!
order to (er'i%e thi( (e"me!t, the fi'e liter pa%1( are bei!" pu(hed
throu"h the route of fat dealer( #0hole(ale dealer() 0ho are retailer( a(
0ell a( (to%1ie(t a!d (er'e a( (upply poi!t( from 0here %u(tomer( %a!
pi%1 up the reBuired Buota6 I! future, %o!(umer( 0ill be able to %all the
fat dealer a!d pla%e order( for home deli'ery of the fi'e8liter pa%16 The
%ompa!y ha( (o far appoi!ted ,@+ (u%h dealer(6 Thi( i( a hi"h tur!o'er,
lo08mar"i! retailer 0ho doe( !ot 1eep a (tore but (er'e( a (imilar
purpo(e 0ith other item( (u%h a( ri%e or floor6
&%


&"


&&


After the tabulatio! a!d a!aly(i( of *++ re(po!de!t( from Noida re"io!D8
ollo0i!" fi!di!"( are obtai!edD
,6 A%%ordi!" to mar1et (hare fi"ure, Bi(leri i( the leadi!" bra!d 0hi%h >*?
mar1et (hare6 Ahile Hi!ley *<?, Hi!"fi(her ;?, ABuafi!a ,*?,Bailey
>? a!d other( @?6
InterEretati!n4 Bi(leri i( the leadi!" bra!d i! mar1et (hare
&'


1& L2D retai$er# Ere"er t! #e$$ Bi#$eri (rand (eau#e !" de+and' (rand
and Er!"it +argin
;<
=;<
>;<
?;<
@;<
A;<
B;<
C;<
D;<
#isleri
KEE* Ot$er
!rans
DonEt -eep an"
#ran
'#


Bi(leri i( the mo(t (elli!" bra!d i! the (pe%ifi% re"io! it i( at ><? (elli!" amo!"
the %ompetitor(6
'1


;<
A<
=;<
=A<
>;<
>A<
?;<
?A<
@;<
@A<
#isleri
Kinle"
A5ua+ina
King+is$er
Ot$ers
.6 Retailer( tho(e are (elli!" Bi(leri bra!d of bottle 0ater i( <+?6
>6 There i( di(%rimi!atio! i! the pri%e( of di(tributor or the pri%e( at 0hi%h
retailer( dire%tly pur%ha(e from the mar1et6
<6 $o(t of the %u(tomer( fir(t a(1 for Bi(leri bottle 0ater /u(t be%au(e of it(
3e!eri% !ame !ot be%au(e of bra!d loyalty6
'!


Ana$,#i#/
The data 0a( tabulated ma!ually a!d 0a( al(o a!aly7ed ma!ually e2%el 0a(
u(ed to ma1e "raph( a!d pie %hart6
A%%ordi!" to mar1et (hare fi"ure, Bi(leri i( the leadi!" bra!d 0hi%h >*?
mar1et (hare6 Ahile Hi!ley *<?, Hi!"fi(her ;?, ABuafi!a ,*? a!d other(
,*?6
,6 @+? retailer( prefer to (ell Bi(leri bra!d be%au(e of dema!d, bra!d a!d profit
mar"i!6
*6 Bi(leri i( the mo(t (elli!" bra!d i! the (pe%ifi% re"io! it i( at ><? (elli!"
amo!" the %ompetitor(6
.6 Retailer( tho(e are (elli!" Bi(leri bra!d of bottle 0ater i( <+?6
'3


Finding#/
3& Bi#$eri ha# E!!r di#tri(uti!n netA!r;/
rom our (ur'ey it ha( bee! %learly fou!d out that Bi(leri ha( a poor
di(tributio! !et0or1 i! (ome of the area( li1eD $amura mar1et#(e%899
!oida), (e%8,,+ !oida,(e%8>< !ida et%6
Reason:
Ne"li"e!%e of di(tributor6
La%1 of a'ailability of (to%1 0ith the di(tributor6 E6"6 *<+ml, <++ml
bottle(6
&!able to deli'er the (to%1 o! time #o! a (hort !oti%e)6
Per(o!al "rud"e( of the retailer( a!d the di(tributor(6
*6 Bi#$eri ha# a (ig (rand na+e Ahih i# +aintaining it# #a$e#/
=u(t be%au(e of the bra!d !ame the Bi(leri 0ater i( (elli!"6
It 0a( the ,
(t
to (tart the mi!eral 0ater bu(i!e(( i! I!dia a!d thu( it e!/oy( a
"ood po(itio!i!" i! the mar1et a!d 0ith the %u(tomer(6
.6 .igher Erie# !" Bi#$eri a# !+Eared t! the !+Eetit!r# (rand# t! the
retai$er#D
A( %ompared to bra!d( li1e ABuafi!a, Hi!"fiHer a!d Hi!leyQ Bi(leri offer(
le((er profit mar"i!( to the retailer( a!d therefore Bi(leri (ale( are dippi!" i!
the mi!eral 0ater mar1et6
>6 .igher Er!"it +argin !n $!a$ (rand#/
'$


A( %ompared to the premium bra!d( li1e ABuafi!a, Hi!ley, o!e of the ma/or
rea(o! affe%ti!" Bi(leri (ale( i( (elli!" of lo%al bra!d( li1e Deer Par1,
VOL3A, ABua%ool, Hampbell, O2y"i7er, $ou!t Haila(h, ABuafre(h,
Tul(i 0ater, Shi'am, H0e!%her, =al 0hi%h are the promi!e!t o!e( amo!"
other(6
<6 Bi#$eri $a;# tie uE#/
A( per a( our (ur'ey 0e fou!d out that ma/or player( i! thi( mar1et ha'e tie
up( 0ith food %hai!(, (hop(, mall(6 Bi(leri la%1( i! thi(6 E6"6 Spi%e, Shoppri2,
5S$6
96 P!!r %i#i(i$it, !" Bi#$eriD
Bi(leri ha( poor ad'erti(i!" a( %ompared to other bra!d(6 Ad( o! %ha!!el(
li1e (tar mo'ie( a!d other( (hould be more freBue!t6
Ae hardly (ee a!y Bi(leri Hoardi!"( o! the road !or i( the 'ery popular
mode of %ommu!i%atio! - radio i( bei!" made mu%h u(e of6
I6 Bi#$eri Ea;aging i# n!t g!!dD
The (eal i( !ot (turdy6 Retailer( ofte! %omplai! of bro1e! (eal6 O!e rea(o!
for the (mall retailer( !ot preferri!" to 1eep Bi(leri i( thi( 'ery (eal problem6
@6 The, are n!t %er, u#t!+er #er%ie !rientedD
Bi(leri i( !ot 'ery %o!%er!ed about the bra!d !ame, !ot a%ti!" o! the 'ie0(
a!d (u""e(tio!( of the %u(tomer(D lea'i!" %u(tomer di((ati(fied6
;6 La; !" ae##!rie#D
Bra!d( li1e Hi!ley et%6 offer a%%e((orie( li1e frid"e(, i%e bo2, "i'e free bottle
0ith %arto!(6
'


'%


C!n$u#i!n/
The E$a,er# Ah! Ai$$ endure Ai$$ (e th!#e Ah! ha%e a #tr!ng regi!na$
Ere#ene& Ta;e the a#e !" Tea+' Ahih en:!,# i++en#e E!Eu$arit, in
Ta+i$Nadu& Si+i$ar (rand# Aith a regi!na$ Ere#ene are Siru%ani'
and *!da,& Thu#' neA E$a,er# Ai$$ (e $!!;ing "!r a di#tint
E!#iti!ning& One #uh (rand i# PeE#i@# A?ua"ina' the $arge#t #e$$ing
(!tt$ed Aater (rand in the US& A"ter it# #ue##"u$ te#t $aunh in
Mu+(ai and Banga$!re' A?ua"ina Aa# re$ea#ed in Chennai'
Ah+eda(ad' )ad!dara' and Pune& PeE#i ha# in%e#ted !%er R#&C r!re
in the neA A?ua"ina Aater Er!:et in Mahara#htra' Ahih i# the !n$,
A?ua"ina E$ant !ut#ide the US&
A%%ordi!" to Deepa1 =olly, e2e%uti'e 'i%e pre(ide!t, %orporate
%ommu!i%atio!(, Pep(i ood( Ltd6 TABuafi!a 0ill be helped by Pep(iE(
!et0or16 $oreo'er, ABuafi!a 0ill be (er'ed ab(olutely %hilled6U That
ma1e( (e!(e too, (i!%e (ur'ey( ha'e i!di%ated that a! o'er0helmi!"
ma/ority of the bottled 0ater that i( %o!(umed i! I!dia i( by people 0ho
are tra'eli!"6
Aith the bi" player(, 0ho ha'e the (upport of the fi!a!%ial mu(%le a!d a
lar"e %o!(umer ba(e i! other %ate"orie( 0ith them, li1e Pep(i, Brita!!ia,
Ne(tle a!d 5o1e V the battle i( the tou"her are!a of bra!d buildi!"6 All
the multi!atio!al( are loo1i!" at hi"h8o%ta!e ad'erti(i!" tar"eti!"
(pe%ifi% %o!(umer (e"me!t(6 Se!(i!" troubled 0ater( ahead, Bi(leri i(
bu(y 0or1i!" o! a (trate"y to (oa1 up the %ompetitio! a!d prote%t hi(
0ater 1i!"dom6
'"


STRATE8IES 7.IC. T.E COMPANY COULD ADOPT' ARE AS
FOLLO7S/
The soft tar&et
Selli!" bottled 0ater reBuire( %o!(ta!tly e2pa!di!" the mar1et6 The %ompa!y
(hould al(o tar"et the mar1et for (oft dri!1(6 All the (oft dri!1( addre((e( three
i((ue(D fu!, thir(t a!d refre(hme!t follo0ed by (tatu( to (ome de"ree6 The thir(t
a!d the (tatu( 'alue of the mi!eral 0ater are 0ell a%%epted6 There i( 'ery little
the mi!eral 0ater bra!d( %a! do to add the fu! eleme!t arou!d the produ%t6
A"ai! here, it be%ome( importa!t for the %ompa!y to ha'e a "ood di(tributio!
!et0or16 It (hould be u!der(tood that if the mi!eral 0ater i( ea(ily a'ailable
e'ery0here the! it %a! be (aid 0ith %o!fide!%e that it 0ould be able to repla%e
the (oft dri!1( a( thir(t Bue!%her6 If 0e try a!d loo1 at the rea(o!( that 0hy
%o!(umer( buy (oft dri!1( a( thir(t Bue!%her(D 0e 0ould fi!d the a!(0er a( that
either 0ater i( !ot a'ailable or if it i( a'ailable the! (afety i( !ot a((ured6
Therefore, ba%1ed by a "ood di(tributio! !et0or1 mi!eral 0ater i!du(try %a!
"ro0 at a rapid rate6
'&


RECOMMENDATION/
The 5 "rade (hop( mu(t al(o be %atered a( the(e are the (hop( from 0here
mo(t of the people pur%ha(e the mi!eral 0ater bottle( 0hile o! their 0ay
o! the bu(y (treet( of the %ity6
$o(t importa!tly the deli'ery mu(t be made o! time6 The (to%1 mu(t be
pla%ed 0ell i! time to 1eep the retailer( happy6 There (hould be o! time
(er'i%e to 0i! o'er the retailer( a!d %u(tomer(6 Thi( i( 0here other bra!d(
ta1e o'er6
Si!%e ma!y retailer( are %omplai!i!" about the bro1e! (eal6 It i(
!e%e((ary that the matter i( ur"e!tly loo1ed upo! a!d the retailer( 0ho
ha'e the "rie'a!%e( mu(t be "i'e! !e0 bottle( a!d it mu(t be made (ure
that it doe( !ot happe! a"ai!6
If more profit mar"i!( %ould be pro'ided to the retailer( it 0ill (er'e for
the better6 Ho0e'er if thi( %a!!ot be 0or1ed out, 0e mu(t 0or1 o! the
"rou!d( of pro'idi!" more of a%%e((orie( to the retailer( li1e frid"e( o!
le(( (e%urity6
Vi(ibility of Bi(leri (hould be impro'ed (o that the %u(tomer( %a! "et
0hat they ha'e bee! loo1i!" for6 Aith a (tro!" di(tributio! !et0or1 the
(ituatio! %a! be impro'ed for (ure6
''


The (%heme( mu(t be offered Buite ofte! a!d it mu(t be e!(ured that the
be!efit doe( rea%h the retailer6
Ad'erti(eme!t to build the bra!d ima"e that 0ill pro'ide the reBuired
"rou!d to e(tabli(h the authe!ti%ity to the produ%t6
A0are!e(( pro"ram( at health %lub, (%hool( F Nur(i!" home(6
To 0i! o'er the %o!(umer belief a!d faith o'er the "e!uity of the
produ%t6
Di(play of hot a!d %old di(pe!(er( a!d bottle( at pla%e( li1e hotel(,
%lub( a!d airport( 0here upper %la(( "roup 'i(it(, a( they are the
pote!tial %u(tomer(6 Pla%e li1e departme!tal (tore(, petrol pump(
a!d (uper ba7aar( %a! al(o be %o!(idered6
The %ompa!y (hould or"a!i7e %amp( at 'ariou( part of the %ity al(o
road (ho0 to bri!" about the differe!%e bet0ee! mi!eral 0ater a!d
filterNpurified 0ater a!d to tell the people ho0 mi!eral 0ater i(
more hy"ie!i% tha! filtered 0aterNpurified 0ater6
To a0are people the %o(t be!efit a!aly(i( to the %u(tomer of ho0 the
mi!eral 0ater 0ould %o(t le(( a!d be!efit more, be%au(e people u(i!"
purifier (y(tem %o(t too mu%h6
1##


1#1


BIBLO8RAP.Y
#OOKS
&ar-eting &anagementBP5(0(/ K-*03rB P31r)-. E=,21*(-. !
.=
3=.
Consumer #e$aviorBG.S25(4461. L3-.B Pr3.*(23-H100 I.=(1 &
*5
3=.
F&ar-eting &anagementGB P5(0(/ K-*03r I K3<(. L1.3 K3003r
P31r)-. E=,21*(-. $
*5
3=.
NE3S *A*ERS
E2-.-6(2 T(63)B J,.3B !#1!
Time( of I!dia , =u!e, *+,*
I!dia! E2pre(( , =uly, *+,*
&A2A.INES
Bu(i!e(( Today, Ed6 *+,*
A F $, Ed6 *+,*
Bu(i!e(( I!dia, Ed6 *+,*
Bu(i!e(( Aorld, Ed6 *+,*
Bu(i!e(( Sta!dard, Ed6 *+,*
INTERNET
1#!


5**/EHH;;;.+()03r(.2-6
5**/EHH;;;.)2(3.23I3.<(r-.63.*.2-6
1#3


>UESTIONNAIRE
3& 7hih (rand !" (!tt$e Aater d! ,!u #e$$ +!reH
a6 Hi!"fi(her
b6 Hi!ley
%6 ABuafi!a
d6 Bi(leri
e6 Other(
1& 7hat i# ,!ur +!nth$, #a$eH
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
5& 7hih (rand !" (!tt$e Aater d! ,!u Ere"er t! #e$$ +!reH
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
B& 7h, d! ,!u Ere"er t! #e$$ +!re thi# Eartiu$ar (randH
a6 Ea(ily a'ailable
b6 $ore dema!d
%6 Guality a%tor
C& 8enera$$, Ahih (rand !" (!tt$e Aater u#t!+er de+andH
M& Fre?uen, !" #er%ie# n!& !" da,#N (etAeen tA! #er%ie !" the
!+Ean,K7ith in the area K +ar;etH
Bi(leri ABuafi!a Hi!"fi(her Hi!ley Other(
1#$


G6 < 7hen ,!u ta$; !" drin;#' Ahat (rand# !+e t! ,!ur +indH
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
G6 L 7hether the u#t!+er# are a$read, aAare a(!ut thi# Er!dutH
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
G& O 7hih are the (rand# a%ai$a($e in ,!ur #h!EH
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
G6 32 Nu+(er !" (u,er# Ah! (u,# thi# (rand Eer da,H
a) +8< b) <8,+ d) ,+8,< e) Abo'e ,<
G633 Are ,!u #ati#"ied Aith the urrent +argin# !n thi# (randH
4e( N NO
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
G631 Ahether ,!u are getting an, !+E$aint# "r!+ u#t!+er#' #Eei",H
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
G6 35 T! Ahih (rand and rea#!nH
Bra!dD WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Rea(o!D 8 WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
1#


1#%


1#"


1#&


1#'