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BY
SUNILKUMAR.T
A THESIS ON
ANALYTICAL STUDY OF PROMOTIONAL STRATEGIES OF
BISLERI
BY
SUNILKUMAR.T
6ND10055
DECLARATION
Date:
Place: Davangere
(Sunilkumar.T)
CERTIFICATE
: _____________________
Center
: _____________________
TABLE OF CONTENTS:
AKNOWLEDGEMENT
Completing a task is never one mans effort. It is often the result of
invaluable contribution of number of individuals in direct or indirect way in
shaping success and achieving it.
I express my deep gratitude and thanks to my beloved principal Mr.
Chandan Chavadi INC Davangere for his kind co-operation and to faculty
supervisor Mr. Vivek Kanchan for his support during the course of my project. I
am also thankful to all the faculty members INC Davangere for their co-operation.
And last but not least I would like express my gratitude to my parents,
friends and to all those who have directly or indirectly helped and contributed best
for the progress of this project.
Yours truly,
Sunilkumar.T
.
ABBREVIATIONS:
SUMMARY:
The objective of the thesis is To know promotional strategies of Bisleri
identify areas of excellence and areas needing improvement; and provide
suggestions for such improvement. The aim of this Thesis is to successfully
promotional strategies.
Sales promotion activity as an activity taken up to boost the sales of a
product. It can include a host of activities like running advertising campaigns,
handling public relation activities, distribution of free samples, offering temporary
price discount, launching door-to-door selling and telemarketing etc.
Compared to any other element of the promotional mix, sales promotion
is more action oriented. It helps in stimulating the customers to buy a product.
Increasing concern for value of money among customers has brought sales
promotion to the centre stge, as customers have become more expensive to
promotional offers, discount/gift coupons and point of purchase displays. Rapid
growth in the industry has been achieved because:
Product managers are facing more pressure to increase their current sales,
Companies face more competition,
Advertising efficiency has declined,
Consumers have become more deal oriented.
1. INTRODUCTION:
INDUSTRY PROFILE
In India, Mehta (1999) highlights the fact that most projects with private
sector participation purely aim atan increase in production capacity and do not
ICFAI NATIONAL COLLEGE
address the main factors of inefficiency of Indian water supply networks that are
described in the first section of the article. Various factors explain the failures of
projects with large international private operators, the main one being lack of good
project preparation, lack of knowledge on how to conduct the transaction process,
10
The states representing the top five markets in the U.S. in rank order are
California, Texas, New York, Florida, and Illinois. California accounts for almost
half of the total bottled water consumed in the U.S. According to the Baltimore
Sun, Americans bought bottled water in Grocery Stores 44.7%, Home/Office
delivery 39.0%, and Vending machines/restaurants 16.3% of the time in 1996.
Pricing
The expanding market has produced its own price war, with prices falling
from about $1.09 for one and half-liter to as low as 69 cents. Currently, in
Arkansas, the price of a five-gallon delivered bottle of water ranges from $2.50 to
$9.00. A cooler rental per month ranges from $6.00 to $9.75.
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Distribution Channels
12
diversified, and the one that can put some marketing muscle behind this water."
There are so many new entrants; the bottled water industry is highly competitive.
BISLERI
OXYRICH
OMKAR
BINDU
KINLEY
AQUAFIAN
FLAIR
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CREATIVE CONCEPTS
Was formed in 1997, with a vision on the Ozone technology by a group of
competent and experienced professionals. The Company has State-of-the-art
Design, Engineering, Manufacturing and Service Strength. The Company was reorganized, shifted into its own premises and renamed as CREATIVE OZ-AIR (I)
PVT. LTD. to expand its wings in diversified Products and Exports.
We offer the widest range of Ozone Systems for any Ozone Application in the
world today, having technical tie-ups with M/s. Ozonia Ltd., Switzerland for Large
size Ozonators and with M/s. Anseros GmbH, Germany for Ozone Monitors and
Monitoring Systems, the Company finds itself in a higher platform to offer world
class Products in the field.
The Company represents more than 20 years of combined experience in the design
and manufacture of most modern Ozone Treatment Systems for Water, Air & Food
Disinfection, Industrial Ozone Systems, Ozone Monitoring Equipment, Ozone Test
Chambers and Ozone Destructor etc. etc. The Company also specializes in Oxygen
Concentrators and Nitrogen Plants of any size and the Feed Gas Preparation
Systems. With more than 2500 installations worldwide in number of prestigious
Companies, it makes CREATIVE OZ-AIR (I) PVT. LTD., a preferred choice for
Ozone Applications either as a Standard or Tailor-made Systems to suit the
Customers requirements.
ICFAI NATIONAL COLLEGE
14
Quality Standards
CREATIVE OZ-AIR (I) PVT. LTD. earlier known as CREATIVE CONCEPTS
strives to improve upon high quality standards continually. Patented technology
and decades of manufacturing experience enable us to deliver the highest quality,
most reliable and efficient Ozone Treatment Systems. Rigorous Factory Testing
and System Pre-Assembly make the Integration and Start-up of our Ozone Systems
simple and trouble-free.
Our Clients
In about eight years of operation, we have significant progress by installing more
than 2500 Ozone Treatment Units for Sterilization of Air, Water and Food Items.
Britannia, Switz Foods, Monginis, Bisleri, Coca-Cola, Pepsi, PVR Cinema, Dabur,
Pan Foods, Eastern Bakeries, Delta Foods (Franchise of Britannia), Nestle, IFFCO,
ICFAI NATIONAL COLLEGE
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Sr. No.
Director's Name
Designation
Surendra T Shah
Sanjay S Shah
Managing Director
Shilaben S Shah
Director
Ritaben S Shah
Director
Kashyap R Mehta
Director
Sanjay V Karkare
Director
BSE: 531671
NSE:
Reuters:
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2. FORMULATION OF OBJECTIVE:
Research Objective must be clearly defined (what the study is about and
why it is being done) then only, it can be achieved in a best way.
by Bisleri.
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LIMITATIONS:
18
19
20
21
22
Company profile
23
24
25
26
27
28
New faucet ensures that Bisleri is dispensed directly from the jar, leaving
no chance for contamination. Also avoid using hot and cold machines or any
dispensers, since they could be a source ofcontamination.
Max Retail Price : Rs. 70/Deposit Rs. 150/- (refundable)
Stand : Rs. 60/Faucet : Rs. 15/-
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30
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Exhibitions
Competitions
Offering temporary price discounts
Launching door to door selling
Telemarketing
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product at the same price. This type of promotion must be used with care as the
increase in sales is gained at the cost of a loss in the profit.
Coupons:
Free gift/samples:
Instalment offers:
Consumer contest:
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Trade shows:
Buying allowance:
Merchandise allowance:
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Free merchandise:
Dealer loader:
A dealer loader is a reward of gift, which is usually a part of the display kit
given to the retailer, to encourage him to display the merchandise. Retailers obtain
gift only when they buy specific quantities of goods and retain the gift when the
promotion is over. Marketers use this technique when they use new distributors or
they want to push products to retailers. For example. A silver tray to display a
product. When the event is over, is allowed to keep this silver tray.
Dealer listing:
35
Push
Pull
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As part of the promotional campaign, the BBC has agreed a deal with toy
maker Fisher-Price to market products based on the show, which it hopes will
emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price
will develop, manufacture and
Distribute a range of Fumbles products including soft, plastic and electronic
learning toys for the UK and Ireland.
In 2001, BBC Worldwide (the commercial division of the BBC) achieved
sales of 90m from its children's brands and properties last year. The demand
created from broadcasting of the Fumbles and a major advertising campaign is
likely to pull demand from children and encourage retailers to stock Fumbles
toys in the stores for Christmas 2002.
Respon
dent
Percen
tage
37
wholes
aler
67
67
33
33
Retaile
r.
No of Respondents
Classification of Gender
80
70
60
50
40
30
20
10
0
67
33
Male
Series1
Female
Interpretation:
The above chart shows that the wholesaler and retailer classification of
respondent.
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Table-2
The below table show that the number of respondents they know
through this media.
Television
News
22
papers
32
Magazines
Pomp lets
18
& banners
28
Television
28%
22%
News papers
Magazines
18%
32%
Pomp lets &
banners
Interpretation: In the above chart 32% of the people know through news
papers.
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Table 3
Do you like the Bisleri Promotional activities?
yes
78
no
22
80
70
60
50
40
yes
Series1
30
20
no
10
0
Interpretation:
yes
no
.most of
retailers are
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Table-4
Purchasing decision made by you is due to Promotions and marketing
yes
68
no
32
no
32%
yes
no
yes
68%
Interpretation:
If company give more advertisement then retailers and wholesalers are like
to stock more in their stock house
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Table-5
How do you rate the Promotional activities of Bisleri
Excellent
32
Good
42
Fair
16
Poor
10
45
40
35
32
30
no of
respondent 25
20
s
15
10
5
0
Excellent
42
16
10
Series1
Fair
Interpretation:
42
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Table 6
How did you decide to purchase products and services in Bisleri.
Satisfaction
Level
Respondent
Fully Satisfied
85
Satisfied
15
Fully dissatisfied
90
80
70
60
No of
50
customers 40
30
20
10
0
Series1
15
0
Fully
Satisfied
Satisfied
Fully
dissatisfied
Interpretation
In the above chart represent that people are fully satisfied, if Bisleri
promotes the products through advertisement because most of the people preferred
that fully satisfied is 85%, satisfied is 15% and there is no vote for dissatisfaction
which represent the people in need of advertisement.
Table-7
The table shows retailer and wholesalers have interested to stock of
Bisleri water botter
44
No of
Response
respondents
Yes
55
No
45
No
45%
Yes
Yes
55%
No
Interpretation:
The chart show that the 55% percentage of wholesalers and retailers are
interested to have the hold or stock water bottler
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Table-8
The table shows that the factors, which kinds of plan do you prefer
Factors
Respondent
20. L
27
5.L
37
1.5.L
26
1.L
10
Respondent
Pension plan
Life insurance
plan
Unit linked
investment
Children
endownment
Interpretation:
This chart shows that the factors, which kinds of plan do, you prefer
Pension plan 27%, Life insurance plan 37%, Unit linked investment 20%,
Children endowment 10%
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Table.9
The table shows that reason for preferring policies of Bisleri
Factors
Instalment
Respondent
offer
38
Buying
allowance
Buyback
26
allowance
Dealer
16
loader
20
Tax saving,
20%
Flexibility,
16%
Security,
38%
Security
High return
Flexibility
High return,
26%
Tax saving
Interpretation
From the above we come to know that customers 38% of the investors are
investing their money in insurance for safety and the second preference is to return.
It shows they want security with high return.
ICFAI NATIONAL COLLEGE
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Findings:
I found that 45% of the share in this industry is filled by kindly and
Bisleri.
This is only because of the brand name and popularity; through word of
mouth it reaches the people easily.
The communication media i.e. 83% of audience are aware only through
this marketing channel about the products of water bottle.
78% of the people are expecting marketing from this water bottle; it
shows the expectation of people and availability of business and to promote the
products through the marketing channel.
Finally I find out that manufacturers are taken promotional tool like
Dealer loader, buying allowance, merchandise allowance.
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Suggestions
The company has to create the brand awareness as well as the popularity in
this industry to promote their products in a competitive environment.
The communication media place a vital role in this industry, without this
media we cannot have a great market share compared with the private players in
this industry.
83% of the customers are expecting trade sales for water bottle products;
the company can utilize these areas to increase the market share of company in this
industry.
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Conclusion
Even though the marketing is cost effective to the industry but it
reaches the huge volume of customers, it promotes the growth of business for the
company in the industry.
The Bisleri is having a growth rate of 34.5 in this industry, to
capture the whole market share and to continue the market leader in this industry
the company has to create the brand awareness and popularity through an effective
communication media the solution for the entire problem is to make marketing ".
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Name
Age
Occupation
Male:
Female:
2) No
2) Magazines
4) News papers
2) NO
2) NO
2) Good
3) Fair
4) Poor
4) Repetitive advertisements.
2) NO
2) Sometime
3) No
Which is most attractive information you got from the promotions given by
Bisleri?
1) Benefits of offer
2) More security
2) Return is guaranteed
2) In festival season
2) Weekend
4) Not seen
If you ant to give any suggestion to improve Bisleri and its advertisement?
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Signature
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REFERENCES:
Marketing management
Page No. 23 and 407
ICFAI Publications
www.nifty.com
www.nse India .com
www.indianinsurance.com
Www.irda.com
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