AN INSIGHT INTO BOTTLED WATER INDUSTRY IN INDIA

The Indian packaged water business is estimated at around Rs 2,500 crore with a growth rate of close to 35 per cent. While India ranks in the top 10 largest bottled water consumers in the world, its per capita per annum consumption of bottled water is estimated to be five litres which is comparatively lower than the global average of 24 litres. Today it is one of India's fastest growing industrial sectors. Between 1999 and 2004, the Indian bottled water market grew at a compound annual growth rate of 25 per cent - the highest in the world. With over a thousand bottled water producers, the Indian bottled water industry is big by even international standards. There are more than 200 brands, nearly 80 per cent of which are local. Most of the small-scale producers sell non-branded products and serve small markets. In fact, making bottled water is today a cottage industry in the country. Leave alone the metros, where a bottled-water manufacturer can be found even in a one-room shop, in every medium and small city and even some prosperous rural areas there are bottled water manufacturers. Despite the large number of small producers, this industry is dominated by the big players Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries and so on. Parle was the first major Indian company to enter the bottled water market in the country when it introduced Bisleri in India 35 years ago. The total annual bottled water consumption in India had tripled to 5 billion liters in 2004 from 1.5 billion liters in 1999. Global consumption of bottled water was nearing 200 billion liters in 2006.

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BOTTLED WATER TOP PLAYERS IN INDIA

Parle's Bisleri leads the market with a share of over 40 per cent, followed by PepsiCo's Aquafina, Coca-Cola's Kinley and Tata's Himalayan. Top multinational players such as Coca-Cola and PepsiCo have been trying for the past decade to capture the Indian bottled water market. Today they have captured a significant portion of it. However, Parle Bisleri continues to hold 40 per cent of the market share. Kinley and Aquafina are fast catching up, with Kinley holding 20-25 per cent of the market and Aquafina approximately 10 per cent. The rest, including the smaller players, have 20-25 per cent of the market share.UB gropss Kingfisher is also doing well due to its high profit-margin to retailers. The western region accounts for 40 per cent of the market and the eastern region just 10. However, the bottling plants are concentrated in the southern region - of the approximately 1,200 bottling water plants in India, 600 are in Tamil Nadu. This is a major problem because southern India, especially Tamil Nadu, is water starved.if we talk about NOIDA region,there are many local packaged water company who are supplying water to corporate. United Spirits (USL), the world's second-largest spirits company by volume sales, is mulling spinning off its bottled mineral water business into a separate subsidiary. USL has three water brands in its portfolio McDowell's No 1, Bagpiper and Directors Special. These products are positioned in the regular mineral water segment at Rs 10 for 500 ml, Rs 15 for one litre and Rs 22 for two litres. It will soon launch the Signature brand of bottled Himalayan water which is expected to be in the premium segment.Bisleri also has a water in premium water is Vedica.Which rate is RS.30 per litre. .

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COMPANY PROFILE
Bisleri was originally an Italian Company created by Signor Felice Bisleri who first brought the idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass bottles intwo varieties bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in 1969 & started bottling Mineral water in glass bottles under the brand name Bisleri. Parle Bisleri's Bisleri brand launched in 1971 was the leader with 70% market share. After 1993, the branded mineral water industry saw some hectic activity. In the early 1990s, the branded mineral water industry was worth Rs 3 billion, producing around 95 million liters in 1992. On an average, every three months, a new brand was launched and another died. In the late 1990s, many international brands were planning to enter the mineral water market. Currently Bisleri enjoys a market share about 40% in India and is facing stiff competition from other national and international players. Mr. Ramesh Chauhan is the vintage boss of Parle Bisleri Ltd. The brand has some 18 manufacturing locations spread across the country. Bisleri continues to lead in the Rs 700-1,000 crore organized, packaged water market with an estimated 40 per cent market share, In terms of volumes, the North and West remain Bisleri's biggest performing markets, despite the brand's sustained national-level presence. The brand name Bisleri is so popular in India that it's used as generic name for bottled mineral water.

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PRODUCTS PROFILE

500 Ml PACK MINERAL MOUNTAIN WATER It is a highly consumable pack in corporate meeting.

The price of this pack is Rs.10 only.

1.5 LTR PACK MINERAL WATER This is less selling pack-size of Bisleri.these days Bisleri is not paying attention to produce this packs due to less demand in the market. The price of this pack is Rs.18 only.

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2 LTR PACK MINERAL WATER This is a successful pack-size of Bisleri. The demand of this packs is high in the retail market. People prefer this size mostly on the travel. The price of this pack is Rs.22 only.

20 LTR PACK MINERAL WATER This size of Bisleri contributes a high profit to Bisleri.the demand of this jar is mostly in the corporate. But the thing is that you cant find this pack in Tier 2nd and B class cities.

The price of this pack is Rs.70 only. 250 Ml PACK MINERAL WATER This is also a successful pack of Bisleri. The demand of this pack is for parties.

The price of this pack is Rs.6 only.

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5 LTR PACK MINERAL WATER This is a good pack for corporate who operates their business in a short form. This is also successful in Household. The price of this pack is Rs.30 only.

Introduction to the Mineral Water Industry

Water is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. Our bodies are estimated to be about 60 to 70% water. Blood is mostly water, and our muscles, lungs, and brain all contain a lot of water. We need to drink water because water is needed to regulate body temperature and to provide the means for nutrients to travel to all our organs. Water also transports oxygen to our cells, removes waste, and protects our joints and organs. In today's world, the need for Pure Drinking Water is becoming the issue for the common man.

Water helps nearly every part of the human body function efficiently. Considering that our bodies are almost two-thirds water, it is important to understand water's role in healthy

lifestyles.
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y y y y y y y y y y y y y

Brain is 75% water / Moderate dehydration can cause headaches and dizziness Water is required for breathing Regulates body temperature Carries nutrients and oxygen to all cells in the body Blood is 92% water Moistens oxygen for breathing Protects and cushions vital organs Helps to convert food into energy Helps body absorb nutrients Removes waste Bones are 22% water Muscles are 75% water Cushions joints

It is also found by doctors throughout the world that 90% of human diseases are water borne. There are 3 types of water impurities, which are root cause of water borne diseases 1. Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral Content.

Rapid changes are taking place in our environment. The air and water pollution is also increasing. The main sources of drinking water are the rivers and downstream which also have not been able to escape this pollution.

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Innovations in the Mineral Water Industry When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained. 1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the water. It deactivates microbiological impurities to an extent but has side effects due to iodine and does not take care of dissolved impurities mineral balance.

Late 1980's witnessed Ultra Violet based purifier, which filters dust and deactivates bacteria to a great extent. It maintains the odour and colour of water but does not clear out the dissolved impurities and mineral particles. These things lead to the birth of mineral water.

Historically, the need for purified water within Indian homes had been kept down to a minimum. Essentially, there were three types of water that was used for different purposes. The first type was used for rinsing. The second type, which was used for cooking, was cleaner and kept covered. The third type was the cleanest drinking water and was very often boiled before drinking. Since an average family needed a small quantity, not more than five or six litres a day, boiled and filtered water had been a convenient solution for some time. The fallouts were obvious. It was very difficult to convince the people that purification system was worth the price. There was no visible way to demonstrate the benefit, The otherwise somnolent market began to change once companies like Eureka Forbes targeted the office segment, while the mineral water players went after travelers. Ion Exchange was the only company which had any

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measure of success in entering homes with Zero-B. But clean drinking water returned on the national agenda a little later. Only three decades ago few knew about mineral or spring water, and fewer still thought that one day most Canadians would spend a lot of money to buy it. Moreover with this commodity being a human necessity, it makes best sense to do business in. As a normal human being requires on an average needs 2-3 liters of water everyday and world population growing at 2-3% annually, the business opportunity is humongous and the potential is largely untapped.

Since ancient time people have used water from mineral spring, especially hot springs, for bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments. Depending on the temperature of the water, the location, the altitude, and the climate at the spring, it can be used to cure different ailments. This started the trend of using mineral water for drinking purpose to exploit the therapeutic value of the water. This trend started gaining momentum in mid 1970s and since then large quantities of bottled water from mineral springs in France and other European countries are exported every year. The bottled water industry is estimated to be a whopping Rs.1600cr business. It has grown at a rate of 3840% annually over the past four years.

Earlier it was privileged of the affluent class and foreign tourist and highly health conscious people but the present decade, has witnessed increasing popularity among average consumers, increasing leaving standards, disposable income, education and awareness among the consumers domestic and foreign tourist, sophisticated business houses and offices has sky rocketed the sales of bottled water in recent years. Scarcity of portable and wholesome water at railway stations,

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tourist spots, and role of tourism corp. etc. has also added to the growth. There is high scarcity index of ground water in coastal areas and higher concentration of objectionable inorganic constituents in many parts of country. This again enhanced the need for bottled drinking. The growing demand for bottled water speaks volumes of the scarcity of clean drinking water and the quality of tap water. It has become an icon of healthy lifestyle emerging in India. It is the pet material used in bottled water that makes a big difference in taste. Almost all has traces of plastic flavor. The interesting scenario is that we have, on the one hand, a vast majority of population which is struggling hard to get access to potable water and on other, the new generation concentrated in urban areas getting accustomed to bottled water culture even though it means they have to pay through their nose for it. Selling safety i.e. pure and simple water- has now become one of the fastest growing industries in India despite the harsh truth it is build on the foundation of bad governance, inequality and obvious exploitation. However bottled water provides the distance advantages of convenient packing, consistent quality and is ubiquitous. This particular industry in India has never looked back after the economic liberalization process of 1991-92. In fact the fastest growth in the consumption of bottled water in the world has been recorded in India according to a new study conducted by the US based earth policy institute. It even question the rising thirst for bottled water with consumption tripling in India and more than doubling in china over the past five years. The sales of bottled water have exploded globally particularly in Europe, North America and Canada in recent years, largely as a result of positive public perception on the safety of mineral water. The corporate control and distribution over this important liquid asset is growing as brisk rate in India. According to Bureau of Indian standards (BIS), there are 1200 bottling plants (out of which 600 are in the state of Tamil Nadu) and 200 Brands of packed drinking water across the country (nearly 80% of which are local) batting over

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the markets which amply signifies the market is big even by international standards. At 40% significant growth rate, the market is expected to humble the fizzy drinks market soon. Nevertheless, in India the per capita bottled water consumption is still quite low-less than five liters a years as compared to the global average of 24 ltr. These are boom time for the Indian bottled water industry- more so because the economy is sound. India is the tenth largest bottled water consumer in the world. By taking into account the per capita water consumption of France (111 liter) and US (45 liter) the future potential of our country in this sector is immense- there cannot be anything more significant for the Indian economy. The consumption of smaller units of 500 ml has increased by around 140% perceptibly.

Indian Bottled Water Industry

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. Most multi-national (MNC) companies view India as the next big market with a lot of potential and growth possibility. Several MNCs are waiting in the wings to expand a $ 287

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billion global water market into India. There is a huge market being exploited by the packaged water industry, and it's growing at 40% per annum.With over a thousand bottled water producers, the Indian bottled water industry is big by even international standards. There are more than 200 brands, nearly 80 per cent of which are local. Most of the small-scale producers sell non-branded products and serve small markets. In fact, making bottled water is today a cottage industry in the country. There are investments worthy mid-cap companies in this segment. Despite the large number of small producers, this industry is dominated by the big players - Parle Bisleri, CocaCola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries and so on. Parle was the first major Indian company to enter the bottled water market in the country when it introduced Bisleri in India 25 years ago. Industry sources estimate that the total Indian water market is worth more than $1 billion - consisting of approximately one-third for water provisioning, one-third for municipal water treatment and one-third for industrial water treatment. The overall water market is growing at 15-20 percent per annum.

In just 50 years a water-rich nation has been reduced to a water-insecure one. By 2025, the per capita availability of water is likely to slip below the critical mark of 1,000 cubic meters. And with 82% of our villages overdrawing groundwater to meet their needs and cities ferrying water from peri-urban areas, the country is close to exhausting its groundwater reserves. 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. Corporate control over water and water distribution in India is growing rapidly: the

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packaged water business is worth $250 million, and it's growing at a huge 40-50% annually. Around 1,200 bottling plants and 100 brands of packaged water across the country are battling over the market, overdrawing groundwater, and robbing local communities of their water resources and livelihoods.

India is the tenth largest bottled water consumer in the world. Today it is one of India's fastest growing industrial sectors. The rise of the Indian bottled water industry began with the economic liberalization process in 1991. The market was virtually stagnant until 1991, when the demand for bottled water was less than two million cases a year. However, since 1991-1992 it has not looked back, and the demand in 2004-05 was a staggering 82 million cases. The per capita bottled water consumption in the country is still quite low - less than five liters a year as compared to the global average of 24 liters. However, the total annual bottled water consumption has risen rapidly in recent times - it has tripled between 1999 and 2004 - from about 1.5 billion liters to five billion liters. Between 1999 and 2004, the Indian bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent - the highest in the world. Indeed, the bottled water industry is one of the most thriving sectors in India.

Indeed, the bottled water industry is one of the most thriving sectors in India. According to another section of market observers, the market is growing at a whopping rate of about 55 percent annually. Though exact figures are not available, the market is growing for sure. 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. Bottled water is still not perceived as a product for masses though; the scene is changing slowly thanks to low pricing and aggressive

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marketing strategies adopted by new entrants. Some surveys show that truck drivers on highways form a major chunk of bottled water drinkers. Penetration in rural areas is another significant factor that is likely to play a key role in the development of the bottled water trade. Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles, 500 ml bottles, one-liter bottles and even 20- to 50-litre bulk water packs. The formal bottled water business in India can be divided broadly into three segments in terms of cost: premium natural mineral water, natural mineral water and packaged drinking water. Leave alone the metros, where a bottled-water manufacturer can be found even in a one-room shop, in every medium and small city and even some prosperous rural areas there are bottled water manufacturers. Consumption of bottled water in India is linked to the level of prosperity in the different regions. The western region accounts for 40 per cent of the market and the eastern region just 10. However, the bottling plants are concentrated in the southern region - of the approximately 1,200 bottling water plants in India, 600 are in Tamil Nadu. This is a major problem because southern India, especially Tamil Nadu, is water starved. The majority of the bottling plants - whether they produce bottled water or soft drinks - are dependent on groundwater. They create huge water stress in the areas where they operate because groundwater is also the main source - in most places the only source - of drinking water in India. This has created huge conflict between the community and the bottling plants.

Packaged drinking water, which is nothing but treated water, is the biggest segment and includes brands such as Parle Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina. While the single largest share in the mineral water market might still belong to an Indian brand -- Parle's $52 million Bisleri brand has a 40 percent share -- multi-national corporations are not far behind.

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Nestle and Danone are vying to purchase Bisleri, and Pepsi's Aquafina and Coke's Kinley brands have been extremely successful in edging out many of the small and medium players to buy-outs and exclusive licensing deals. Kinley and Aquafina are fast catching up, with Kinley holding 2025 per cent of the market and Aquafina approximately 11 per cent. The rest, including the smaller players, have 20-25 per cent of the market share. News reports indicate that other MNCs like Unilever are also eying the market. Currently, Kinley is being manufactured in 15 bottling plants across the country and according to Coca-Cola India President Alex von Behr, Coke had invested nearly $1 billion in India between entering the market in 1993 and December 2001. Behr says that Coke expects a significant portion of our turnover to be accounted by pure water business. Almost all major national and international brands have taken a plunge. Parle's Bisleri that virtually monopolized the bottled water market is now vying with Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia. According to a national-level study, there are close to 200 bottled water brands in India. Nearly 80 per cent of these are local brands. Premium natural mineral water includes brands such as Evian, San Pelligrino and Perrier, which are imported and priced between $2 - 2.5 a litre. Natural mineral water, with brands such as Himalayan and Catch, is priced around 40 cents a liter. The Indian bottled water market, which has more than 250 brands, is expected to undergo a major consolidation phase, and the need for standards and regulations is of great importance, according to the Asian Bottle Water Association (ABWA). The Indian bottled water market is valued at more than $250 million and is growing at a rate of 60 per cent. The major growth in packaged water, however, was in the bulk water segment. According to estimates, bulk water packs of 20 liters, targeted at the institutional and home segments, grew at a rate of 30-40% in 2002 alone. Bisleri re-invented its 20-litre jumbo home pack, fitted with a spout, to acquire a more 'consumer-friendly' image. According to industry

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estimates, the main consumers of packaged water are no longer restricted to the upper class but include middle class and lower-middle class families as well. The 'rural' market is currently dominated by tourists and travelers; packaged water is now beginning to be seen as an essential appendage to any form of travel. The packaged drinking water market in India is huge and growing. On account of the dominant presence of unorganized regional players in the market, estimates for the actual size of this segment vary. However, it is believed that the domestic bottled water industry is around Rs.1500 to Rs.1800 crore in size and growing at the rate of around 40% per annum. This is way ahead of the growth rate of 7.6% reported for global market as a whole in 2006. The domestic demand has increased from 2 million cases in 1990 to an estimated 68 million cases by 2006. In fact, India is estimated to be the 10th largest bottled water consumer in the world. Market experts disclose that there are more than 1,800 water brands in India, of which most are local and regional brands that are often classified under the unorganized sector.

In India there are more than 200 local brands for bottled water. The major players in this industry are as follows:

y Coca-Cola India Pvt Ltd y PepsiCo India Holdings Pvt Ltd y Parle Bisleri Ltd y Parle Agro Pvt Ltd y DS, Group
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y Manikchand Group y Tata Group y UB Group

Major players in the global water industry y y y y y y y y y y y y y y y y y Arrowhead Aquafina Aquapod Bisleri Bonaqua Bonafont Ciel Purificada Crystal Geyser Dasani Deer Park Dej Blue Evian Fiji Galvanina Gerolsteiner Island Chill Ozarka

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y y y y y y y

Pennine Spring Perrier Propel Fitness Water Ramlosa San Pellegrino Current Market Scenario of Mineral Water Industry A few years back, the mineral water market had been crawling at the rate of 34%, or even a lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF bottles. But increasing cases of typhoid and other waterborne diseases began to be reported. In addition to this, liberalization happened and the mineral water industry began to be stirred and shaken. The market started growing an astounding rate of over 100% per annum. The fact that there were very few players in the market meant that their business grew by leaps and bounds.

The market today has grown to Rs11bn. The organized sector -- branded mineral water -- has only Rs5bn of market share. The rest is accounted for by the unorganized sector, which is dominated by small regional players. The market is still growing at a rate greater than 80% per annum.

In the branded segment, Parles Bisleri is the market leader with a share of more than 45%. Parle Agros Bailley comes a close second with market share of 15%. Other major players in the market are Yes of Kotharis, Ganga of T-Series, Himalayan, Hello, Nestls Pure Life, Pepsis Aquafina, Coca-Colas -Kinley Prime, and Florida etc.

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Sensing the opportunity that this segment holds, MNCs began to draw up plans to enter the market. Today the market is proving to be yet another battlefield for an ongoing battle between the Desis and MNCs. Last year the industry had around 170 brands. This figure is over 300 presently. The major foreign players are Coca-Cola promoted Kinley, Pepsis Aquafina, Britannias Evian, Nestls Perrier, Herbert sons and Danone International.

PRODUCTION PROCESS OF BISLERI:

1. Quality Management of Water:
Raw water which is collected from the wells is stored in a tank which has a capacity to store 1 lakh liters of water. Then the water is chlorinated to kill the bacteria present in the water which is passed through 20 micro arcal filters. Then it is passed through carbon filter which is used for removing activated carbon and odor and also acts as chlorine remover. Then it is passed through 10-micron filter. Then it goes through REVERSE AUSMOSES PLANT, which contains semipomitable membrane which removes dissolved solids and bacteria of size 0.001 micron. It is passed through 1 micron and 0.5-micron filters. T hen the water gets ozonated and passed through SS 316 MACHINE. Water is stored in 10000 liter tanks.

2. Blowing of Bottles:
The bottles in this factory are given the desired shape by the use of blowing machines. These machines blow at a temperature of 300 degrees Celsius. The machine used for the blowing purpose is known as the AOKI MACHINE. This machine has a blowing capacity of 10 bottles per minute. 3. Filling of Bottles: There are three types of filling machines, which are used for the filling purpose. The different sizes of bottles that are filed are of 500ml, 1liter, 1.2liters and 2liters respectively. First the bottle IPM GHAZIABAD Page 19

gets ozonized when it is passed through JET MACHINES. In this the bottle gets integrated and disintegrated, it gets rinsed, and then the water is filled into the bottles. 4. Filling of Jars: The different sizes of jars are 5liters, 10liters and 20liters. The jars are cleaned manually by soap and water. Then it is cleaned with sodium hypo-chloride and virosin, which are disinfectors. When jars are passed through washing machine first it is rinsed with hot water, then disinfected and then it is ozonated. Then jars are passed on to jar fillers where it gets filled and the packing of sealed jars into boxes is done manually. 5. Laboratory Testing: Every hour samples of water that are filled in to the bottles are taken and various testing is done. First it is checked for odor if any, presence of alkanity, chlorine and calcium. The water is also checked in machines like PH METER, TDS(TOTAL DISSOLVE SOLIDS) METER, NEPHLOMETER, SPECTROPHOTOMETER AND MEASURING OF TUBILITY. They also do aerobic microbial count and pathogen testing

FUTURE PLANS OF BISLERI

Bisleri have been the market leaders in India as far as mineral waters are concerned. Every time their bottle and waters are checked and rechecked for its purity. Their main aim is to stay ahead of the main rivals i.e. Pepsi and Coca Cola. Their raw material comes from reliance industries limited who are their main suppliers of the raw material.

Bisleri plans to tap flavoured water segment

So far, there is only one prominent player, DS Foods, in the segment. Its brand, Catch, is priced at Rs30 IPM GHAZIABAD Page 20

Indias largest packaged water company Bisleri International Pvt. Ltd is to enter value-added water business. The company will launch flavoured packaged drinking water in the country by March next year. We are conducting research and development with at least 12 fruit flavours, such as nimbu paani, strawberry and orange, for flavoured water. We aim to launch it by March next year, said Ramesh Chauhan, chairman, Bisleri. According to Datamonitor Plc., a UK-based consumer research firm that tracks various sectors in India, the flavoured water market was estimated to be around $50 million (Rs196 crore) in 2006 and is expected to grow to $70 million by 2010. With the move, Bisleri aims to strengthen its position in a space in which other leading beverage companies have also evinced interest. Companies such as Coca-Cola India Inc., PepsiCo India Holdings Pvt. Ltd and Tata Tea Ltd, also plan to enter the flavoured water business. So far, there is only one prominent player, DS Foods, in the segment. Its brand, Catch, is priced at Rs30. Bisleris focus on premium segment, however, is part of its strategy to tap higher-margin opportunities in the packaged water business. Last year, it had launched a premium water brand Mountain Water, which currently contributes 25-30% to its total sales. The company plans to launch this brand in Europe soonThe flavoured water market is still at a nascent stage in India. Higher price, limited products and alternative home-made products are some of the barriers for the growth of this segment.

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SWOT ANALYSIS OF PARLE BISLERI:

Strengths:
y y y y y y It enjoys a huge customer base in India. It has a good brand image. It has a large variety of pack sizes. Quality of product is of highest quality. Bisleri has a very good distribution structure in India. It enjoys monopoly in metropolitan and Tier-1 and Tier-2 cities along with Aquafina and Kinley.

Weaknesses:
y y Bisleri is lacking in sales promotions in comparison to its competitors. It is also expensive for common people.

Opportunities:
y y It can explore international markets specially developing market. To minimize costs it can introduce pouches to reach common people.

y It should spend more on sales promotions to reinforce its brand image in the market.

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Threats:
y y Other Indian and international bottled water players, cola drinks, juices and beverages. Small-scale producers and vendors who sell non-branded products and serve small markets y Rigid government trade policies are big threats which are hampering growth of this industry.

y Bisleri counterfeits are eating up its revenues and damaging its goodwill in the market.

SWOT ANALYSIS OF BISLERI SAHIBABAD

STRENGHTS:
y y y y y Cooperation among the employees. Well disciplined organization. It holds number One position in B group Bisleri Industries. Good customer base in MEERUT and OTHER region which are near of Meerut. Direct distribution to corporate from the Bisleri plant

WEAKNESS:
y Lenghty process of Customer care.

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y y

It does not give proper attention on existing customers. Delay in solving the issues.

OPPORTUNITY:
y y y y Increasing number of MNCs and Corporate in NOIDA and Ghaziabad. Developing sectors of MEERUT. Company should open its own outlets in MMERUT to maximize the profits. Company should promote the business also in remote areas.

THREATS:
y y A large number of local players in MEERUT. Other brands of water like Kinely & Aquafina are capturing the market.

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INTRODUCTION OF THE PROJECT

I have taken a project from Bisleri International Pvt. Ltd, Sahibabad. The topic of the project was COMPARATIVE BRAND ANALYSIS & SURVEY ON BISLERY I was asked to meet the existing Retail customers of Bisleri in MEERUT region. I had a questionnaire and I went almost 750 existing Retail shops. I used to meet the legal shopkeeper or any concern person who can give me the details.I used to asked about the product & services of Bisleri which comes under the customer relationship management.With the same questionnaire I had to ask about the details of the assets of the Bisleri. It means what is the assets of Bisleri in the existing Retail shops. I have taken this data for the help of Inventory Mngt.

Programme. Company will compare the Primary data(which I have collected) with the
secondary data. In this programme I have visited shop to shop in Market in Meerut region & some other regions. During this period I had to take complete information which is related to water and I used to give the proposal of Bisleri. After the collecting the data I studied the data that which company can afford the Bisleri brand. In the last 5 days I worked on Follow-Up calls in Corporate. In follow up calls I had to take the appointment with the concern person. On the presentation I described the quality and all the features what Bisleri has. I compared the brand of Bisleri with the other brands. I told why we are leading brand of India. After the sales call I opened three new accounts for Bisleri.

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OBJECTIVE OF THE STUDY

The topic of my study was COMPARATIVE BRAND ANALYSIS & SURVEY ON BISLERY which was to be conducted on the project given to me.

Objective of the study: y y y y To enquire about the product and service quality of Bisleri in Market. To enquire the total assets of Bisleri (Sahibabad) in the Existing Retail shops. To know the market potential for Bisleris Product in Meerut & other regions. To find out the market position of Bisleri in MEERUT & other regions.

I asked to the concern person of retail market about the behavior of salesman driver and helpers. I also asked about the delivery and quality of the product. if any customer has any problem regarding delivery time or quality of the product then I reported to my mentor Mr. Ankur Jain to solve the issues. In the survey I found out the assets of Bisleri in the existing Retail shops & How many sizes of Bisleri they have.

In the project we worked out with different categories in Retail shops. I have visited 750 Shops and found where Bisleri is selling & can enter. During my project I visited many Retail shops which are having different-different brands of packaged water and analyzed the position of Bisleri in MEERUT & some other regions. I asked to the concern person of Retail shops that why they are preferring the existing brand. Which feature of existing brand they like most. I checked their interest in Bisleri.

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Scope and significance

The study of COMPARATIVE BRAND ANALYSIS & SURVEY ON BISLERY provided the position of Bisleri water in the market and provides the knowledge about the competitor which is available in the market. The study enables the organization to know the actual condition of market & requirement of the different water players. The study was conducted by Survey method, which included questionnaire, responses for each question with the respect to the sample are studied & then respective percentages are calculated. To the researcher the project supplemented the theoretical knowledge of the research by providing him an opportunity to understand the application of marketing research concepts and there practical implications.

Areas Covered By Me
MEERUT MUZAFFARNAGAR SHASTRINAGAR MAWANA BADAUT KANKERKHEDA PALALAVPURAM (PHASE- 1 & 2) MODINAGAR SAHARANPUR KITHORE

MARKET ANALYSIS:- A marketing analysis is the actual assessment of the target

population, competition and needs for marketing that product or service.

The marketing analysis process can be broken down into six steps:
1. Defining the problem 2. Analysis of the situation 3. Obtaining data that is specific to the problem 4. Analysis and interpreting the data IPM GHAZIABAD Page 27

5. Fostering ideas and problem solving 6. Designing a plan

The primary reasons for the Market Analysis Process:

To determine if there is a market for your products or services To establish the need for developing a marketing plan To ascertain market information that will assist in the sale of your product or service

RESEARCH DESIGN
TYPE OF STUDY Descriptive research- It includes surveys and fact finding enquiry of
different kind. The major purpose of descriptive research is description of state of affairs as it exist at present. The method of research utilized in descriptive research are surveys methods of all kinds, including comparative and co relational method. The main characteristics of this method is that the researcher has no control over the variables, he can only report what has happened and what is happening. The task was to find out the brand of water which they are consuming and why they are Consuming that particular brand. The task was also to give the proposal of Bisleri and to Generate the consumption interest of Bisleri water. I also described the benefits of the Quality of the product. I explained the services (distribution channels) of Bisleri and also about the equipment provided by the Bisleri.

1) SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given population.

Sample design is determined before data is collected. There are many sample design from which a researcher can choose. Researcher must select a sample design which should be reliable and appropriate for his research. The type of sample design in case of my research study was multi-stage sampling.

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MULTISTAGE SAMPLING
A sample is determined before data is collected. There are many sample design from which a researcher can choose. Researcher must select a sample design which should be reliable and appropriate for his research. The type of sample design in case of my research study was multistage sampling. The first stage is to choose the particular sector of MEERUT. The next stage to choose the plot of the sector.

(A) Universe: The population in case of my research was all Retail shops in MEERUT & OTHER regions which are near from the Meerut.

Sample unit: This part of sample plan involved decision about the respondent whether they are interested in Bisleri brand or not. Sample size: The sample size was 750. (B) Contact method: The last issue to be decided in sampling plan is to determine the contact method i.e. how the selected unit be approached. Various methods available are mail survey, telephonic survey and personal interviews. We have used personal interviews and Questionnaire survey as our methods to get the information and questionnaire filled.

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DATA COLLECTION METHOD: There are two ways of collecting the data. 1. Primary data: The primary data are those data which are collected for the first time and they are original data. 2. Secondary data: The secondary data are those data which have been collected by someone else and which has already been passed through statistical process. There are many ways of collecting the primary data. In our research we used survey method with the help of questionnaire in order to collect the data. In this method the researcher along with his questionnaire visits each and every concerned person and asks them questions from the questionnaire. We have been given a questionnaire consisting of twelve questions and we have been assigned to visit at least 50 shops per day. Where we asked questions from the questionnaire to Retail shops. There were multiple choice questions and open ended questions as well in our questionnaire.

Structure of Multistage sampling MEERUT

MODINAGAR

MUZAFFARNAGAR GAR

BADAUT

MAWANA

HASTINAPUR KR

MEERAPUR

KITHORE

SAHARANPR

SHASTRINAGAR

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I have done two types of research in my project.

Company provided me the secondary data of existing customer. I went to the existing customer and made some queries about product and services of the Bisleri. In this survey I used Questionnaire method. I realized that most of the existing customers are satisfied with the product and services of the Bisleri but some of the customers are dissatisfied.

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Data analysis & interpretation for existing Retail shops

1. whether the customers are already aware about this product? a. Bisleri c. Aquafina b. Kinley e. Others

15% 5% 50% BISLERI Kinley 30% Others Aquafina

ANALYSIS: According to market share figure, Bisleri is the leading brand which 51% market share. While Kinley is on second rank with 30% market share, Aquafina is on the third rank with 4% share and others 15%. 2. Which brand of bottle water do customers ask for the most? a) Bisleri b) Kinley d) Aquafina e) Others

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5%

15% BISLERI 55%

25%

Kinley Others Aquafina

ANALYSIS: 50% retailers said that when it comes to mineral water customers only said give me a Bisleri then on second number they ask for kinley or any other bottled water.

3.

How much is your monthly sale of diffrent brands?

10% 15% BISLERI 55% 20% Kinley Others Aquafina

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ANALYSIS: 55% of sellers said that they have their maximum sales from Bisleri, 20% sellers said that they have their maximum sales from Kinley, 10% said that they are getting good revenues from Aquafina, 15% get it from others.

4.

Why do you prefer to sell more this particular brand? a. Easily available b. More demand c. Quality Factor

26%

34% Easy available More Demand 40% Quality Factor

ANALYSIS: 40% saler prefer to sale Bisleri because of it high demand, 34% sale it because of its easily availablety and 26% sale it because of its good quality.

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5. when you talk of mineral water, what brands come to your mind?

Bislery Kinley Aquafina Others

ANALYSIS: 50% seller said that when they think of mineral water Bisleri name comes in their mind, 25% of the sellers said that Kingfishers comes to their mind, 15% said Aquafina, and 10% said others.

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6. whether the customers are already aware about this product?

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% YES No Series1

INTERPRETATION: 80% are aware about the product and 20% people are unaware.

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7. Which brands of mineral water are more available on your shop?

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Bisleri Kinley Aquafina Others Series1

Analysis: 45% of the seller said that they kept Bislsri more in their shop, 25% said that they stock more Kinley, 10% Aquafina as well as and only 20% stock others. .

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8. Number of the buyers who buy this particular brand of water per day? a) 0-5
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% above 15 10-15 5-10 0-5 Series1

b) 5-10

c) 10-15

d) above 15

ANALYSIS: As per the above analysis 40% sellers sell10-15 bottels in a day, 25% sellers sell 5-10 bottles in a day, 15% sell 0-5 bottles, 10% sell Above 15 bottles.

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9. Are you satisfied with the current margins on this brand?  Yes  No

20%

Yes No 80%

ANALYSIS: As per the above analysis 88% sellers are satisfied with the current margins of this brand, but 12% sellers are not satisfied.

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10. Whether you are getting any complaints from customers specify?

20%

Yes 80% No

ANALYSIS: As per the above analysis 80% sellers are satisfied with the current margins of this brand, but 20% sellers are not satisfied.

Competitor analysis

Competitor Analysis is an important part of the strategic planning process. Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats. If we talk about braded competitor of Bisleri then Kinely is the major competitor of Bisleri in MEERUR & OTHER regions. IPM GHAZIABAD Page 40

Competitor analysis has two primary activities: 1) Obtaining information about important competitors 2) Using that information to predict competitor behavior. The goal of competitor analysis is to understand I obtained the knowledge about the competitor of Bisleri international pvt. Ltd during my project. I asked to Retailers about the competitor brand.I asked about the good and bad quality of the product. After doing the survey, I found some of the competitor name which is given by the respondents.

MAJOR COMPETITORS OF BISLERI

1.AQUAFINA

The brand is being manufactured out of seven plants in Roha (Maharashtra), Bangalore, Kosi, Bazpur, Kolkata and Kerala. The seventh plant at Guntur has gone on stream recently. While five of these plants are company-owned bottling operations, two plants in Kosi and Guntur are franchise-owned operations. Aquafina has an overall market share of about 25% in India and it has emerged as the leading bottled water brand in the UP market, followed by Bisleri and Kinley. The USP of Aquafina is IPM GHAZIABAD Page 41

its packsize.The big jar of Aquafina contains 25 Ltr. Of water on the same price as Bisleri. PepsiCo has not the bottling operation itself,Belteck Canadian has taken the franchisee bottling operation for 20 ltr, jar of Aquafina. Varun Beverages manufactures the bottle of 1 ltr. And 5oo Ml.Major Corporate customer of Aquafina in NOIDA are CSC,JUBILANT,HOME SHOPPE 18 etc.

2.KINLEY

Kinley has an overall market share of approximately 25% in India. It has seven production lines in India, which include three company owned facilities at Bangalore, Mumbai and Delhi. The brand also has four other production lines which are on contract agreement.Moon beverages has taken the bottling operation from coca cola brand. KINLEY is the 2nd branded competitor in the area of my research. Major client of KINLEY in MEERUT & OTHER regions. Kinley has some loyal customer in the are of my research.

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3.KINGFISHER The 3rd branded customer of Bisleri is United Beveragess kingfisher water. But this brand is not highly recommended in Retail shops. Iceburg company has taken the franchisee bottling operation of Kingfisher. In the area of my research,Kingfisher does not have any big client.

4.Hello Hello is the first company which started to sell the packaged drinking water in a large quality. Hello jar contains 24 Ltr. Of water in a jar. This is the great advantage of Hello over their competitors. According to my survey Hello Water was not available in any shop in MEERUT region.

5.Mc Dowells In the area of my research Mc Dowells has no any loyal customer. 6. Local brand In the area of my research local brands of packaged drinking water available in most of the shops. I founded that Local brands water have became more important in my region where I was working.

LIMITATION OF THE STUDY

Since the report is based on sampling the sample may not be true representative of the population. I have not taken the whole area of MEERUT & OTHER regions, so the information that I have collected should be biased. Due to shortage of time period I have taken some area of IPM GHAZIABAD Page 43

MEERUT & some other region which are the near of the MEERUT, also I have used questionnaire for the Retail customer survey. Here there is possibility that the respondent may not have given the exact data. This may effect the interpretation of the data collected up to the extent of the information given by the respondents is false and biased. Secondary data could not be fully utilized because of difficulty in assessing it.

CONCLUSION The summer training project was focused on COMPARATIVE BRAND ANALYSIS & SURVEY ON BISLERY. Bisleri is lacking in the number of Retail shops in comparison to Kinely in the area of MEERUT & Other regions. The sale of Kinely is more than Bisleri in the near ofsome Meerut regions. According to my survey, Kinely is providing fridge that is why Bisleri is lacking in MEERUT & Other regions which are the near of Meerut.

Conclusion has been drawn

1. BISLERI is taking advantage of its brand name. 2. Many of existing Retailers are facing problem . 3. Bisleri takes more time to solving the complaints. 4. Company is lacking somewhere to fulfill the existing customer desires. 5. Many of retailers are spoiling the image of Bisleri. 6. Bisleri can increase its sales volume to give schemes & to provide stand, board & other things to the Retailers. 7. There are a lot of complaints of defective bottles & packaging. IPM GHAZIABAD Page 44

FINDINGS & ANALYSIS 1. Bisleri holds a good position in MEERUT. 2. The distributors are also trying to capture that area which are remote from market area. 3. Most of the retailers are not interested in Branded water due to high price & low profit margin. 4. Many of the big Retailers prefer 1 Ltr or 2 Ltr. bottles. 5. Some existing retailers are not satisfied with the service. 6. I met some of Retailers who were regular customers of Bisleri company in Saharanpur region, but they broke the contract due to bad behavior of Delivery boy of Bisleri. 7. In some of regions like MEERUT & the regions which are the near of Meerut Bisleri is enjoying Monopoly but in Some regions Kinely is enjoying monopoly. 8. Bisleri does not provide distribution equipment to its delivery boys. 9. Local players are doing well in Retail sector, even in the big region. 10. Bisleri is still a generic name among many people. Some people just say Bisleri to any brands jar 11.Company should go in Some of regions which are far from Meerut, because . demand of Bisleri is high in those regions 12. there must be some changing in the structure in bottles & also in cartoons, because I have founded huge complaints from the Retailers. They told that

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structure & finishing of bottle is weak in comparison to other brands of bottle like Kinely, Aquafina etc.

RECOMMENDATION AND SUGGESTIONS 1. Kinely has became a main competitor due to providing fridge among Retailers so there should be some alternative to bit Kinely. 2. Bisleri should provide some schemes to Retailers. 3. Many of existing Retailers were happy to see the survey. company should arrange the survey at least in 6 months. Retailers feedback should take in regular manner. 4. There must be proper replacement of defective Bottles. 5. Bisleri should give importance to small Retailers also. 6. Bisleri should open its own outlets in MEERUT. 7. Bisleri should not provide dirty Cartoons in Retail shops. 8. Bisleri must concern to Key accounts. Its means company should go for Restaurant, caf and Hotel tie-up. 9. Bisleri should organize health campaign. 10. Most of the Retailers demand for fridge they said Kinely & Aquafina provide fridge that is why you should also provide, according to demand of market. 11. Most of the Retailers said I dont have my own fridge that is why I am complexness to sell Kinely & Aquafina brands if Bisleri provide fridge then I will sell Bisleris products so, there must be some solution toward this problem. 12. There must be some changing in structure of bottle.
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Appendix
QUESTIONNAIRE
Retailers details (please fill up): ________________________________
Retailers shop Name: ________________________________ Address: Contact Person: ________________________________ Q1. Which brand of bottle water do you sale more? A) Bisleri b) Aquafina c) Kinley d) Others

Q2. Which brand of bottle water do customers ask for the most? A) Bisleri b) Aquafina c) Kinley d) Others

Q3 How much is your monthly sale of diffrent brands? _______________________________________________ Q4. Why do you prefer to sell more this particular brand? a. Easily available b. More demand c. Quality Factor Q5. When you talk of mineral water, what brands come to your mind?

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Q6. Whether the customers are already aware about this product? ____________________________________________________

Q7. Which brands of mineral water are more available on your shop? ____________________________________________________ Q8. Number of the buyers who buy this particular brand of water per day? a) 0-5 b) 5-10 c) 10-15 d) above 15

_________________________________________________ Q9. Are you satisfied with the current margins on this brand?  Yes  No

Q10. Whether you are getting any complaints from customers specify? __________________________________________

Q11. Whether you are getting any complaints from customers, specify?

____________________________________________________

Q.12. To which brand and reason?

Brand: IPM GHAZIABAD

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Reason: -

_____________________________________

QUESTIONNAIRE FOR EXISTING RETAILERS Name of the corporate: Contact person: Contact details: Daily jar usage:

1. How you consider the quality of Bisleri products? A)good b)average c)best

2. How you think our services are? A)good b)average c)non satisfactory

3. How is the behavior of our Distributer? A)good b)average c)non satisfactory

4. How often distributer visits your shop ? a. Almost every day b. once a week

c. Twice or thrice a week d. Never

5. How you consider the price of our product? A)satisfactory b)non satisfactory

6. Any suggestion would you like to give; because your suggestion is so important to us. a. Yes b)No

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Bibliography

Books re ferred: Research methodology- Naresh Malhotra Marketing Management: Philip Kotler Sales Management: Kundiff

Website reffered:

www.google.com www.Bisleri.com www.google news.com www.answer.com msn.com MEERUT facility.com

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