SUMMER INTERNSHIP PROJECT REPORT

A Study of Penetration of Sahara Q Water and Beverages of Horeca in Mumbai

In Partial Fulfillment of the Requirements For PGDM

Under the guidance of: Prof. Aditi Raut

Submitted By Kritya Munjal PGDM- D ; Roll no: 33 Batch: 2012-2014 Specialization: Marketing

Chetanas Institute of Management & Research Bandra (east), Mumbai 400051. August 2013

DECLARATION

I hereby declare that the following project report titled study the positioning of Sahara Q Water and beverages at HoReCa in Mumbai at Sahara pariwar India. Mumbai is an authentic work done by me. It is to the best of my knowledge and belief. This is to declare that all my work indulged in the completion of this Project Report such as research, competitor analysis and sales promotion is a profound and honest work of mine.

Date:

Signature: Kritya Munjal

II

CERTIFICATE FROM THE INSTITUTE

This is to certify that the report presented by Miss. Kritya Munjal to Chetanas Institute of Management & Research, University of Mumbai, in partial completion of coursework of (PGDM) under the title study the positioning of Sahara q water and beverages in HoReCa in Mumbai has been compiled under the guidance of Prof. Aditi Raut. The project has thus far not been submitted for any program of Chetanas Institute of Management & Research or for any other University/Institute. The references and related sources of information have been duly mentioned.

Signature of the Guide

Signature of the Director

Prof. Aditi Raut

Dr. Jayashree Bhakay

III

ACKNOWLEDGEMENT

It has been an enriching experience for me to undergo my summer training at SAHARA Q SHOP, which would not have possible without the goodwill and support of the people around. As a student of Chetanas Institute of Management and Research I would like to express my sincere thanks to all those who helped me during my summer training program. The satiation and euphoria that accompany the successful completion of the project would be incomplete without the mention of the people who made it possible.

I would like to take the opportunity to thank and express my deep sense of gratitude to my Corporate Mentors Mr. Sumanto Sarkar. I would like to thank my college authorities and my faculty mentor Prof. Aditi Raut for providing me the opportunity to work with the one of the prestigious organizations in the market today. I am greatly indebted to them for providing their valuable guidance at all stages of the study, their advice, constructive suggestions, positive and supportive attitude and continuous encouragement, without which it would have not been possible to complete the project.

I would also like to thank Mr. Sumanto Sarkar who in spite of his busy schedule has co-operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work. I owe my wholehearted thanks and appreciation to the entire staff of the company for their cooperation and assistance during the course of my project. I hope that I can build upon the experience and knowledge that I have gained and make a valuable contribution towards this industry in coming future.

IV

TABLE OF CONTENTS

Sr. No

Topic

Page No.

Executive Summary

Introduction

Literature Review

12

Research Methodology

39

Results and Interpretation

42

Conclusions

50

Recommendations

51

Bibliography

53

EXECUTIVE SUMMARY The project was started on 1st of May under the guidance of Mr. Sumanto Sarkar. Sahara Q Shop an FMCG cum Retail organization has come up with a wide range of products. The products currently launched in the Market are Packaged Drinking Water, Natural Mineral Water and Energy Drink. Water Industry today is very dynamic and challenging. There is high competition and survival is very difficult. As the dominant players have already captured the market, a new entrant faces loot of challenges. One of the most important factors which will distinguish a company from the rest is the Distribution which is the main reason for survival in the water industry. The Energy drink market is nascent but is witnessing changes due to the new entrants in the market. Sahara Q has launched the energy drink and the current focus is Product Placement. A Research has been conducted on the reactions of the retailers with respect to Sahara Q Shops products. A Customer analysis too has been conducted with a sample size of 25 customers. A Quantitative Research has been done to know their perception and expectations towards Packaged Drinking Water. An Observational study has been conducted into HoReCa. Analysis of Sales has been made which includes Area wise segregation of Sales, Sale of Products and Weekly performance. All these have been analyzed. An observational study about the different factors influencing the purchase manager while selecting a Product has been undertaken. Today, due to the various options available in the Market, it has been very challenging to convince the purchase manager to buy the new products. On field Sales have been conducted. Being a new company and new products, various activities that have been conducted are, Creating awareness of the company and its products, creating the Market, Developing the Market. Various Promotional tools have been used in the Shops to attract the consumers like, Posters, Danglers and Display of Samples at Point of Purchase. As per the responses of Retailers and Consumers, Television Advertisements is considered to be the most effective medium of Awareness. The retailer and the consumers have become very alert, aware and demanding. Sahara Q Shop has also
1

opened the retail outlets that will be opened to the customers very soon. The Company has a long way to go. In its journey, it will have different experiences about the Retailers and the Consumers. Effective Promotions and Delivery system will help the company to achieve great success.

INTRODUCTION

COMPANY PROFILE: Sahara India Pariwar is a major business conglomerate in India with operations in multiple sectors, including financial services, life insurance, mutual funds, housing finance, infrastructure & housing, city development, print and television news media, entertainment channels, cinema production, consumer merchandise retail, healthcare, hospitality, manufacturing, sports, and information technology. 1) SAHARA INDIA LIFE INSURANCE COMPANY LIMITED: The first wholly Indian Owned Private Life Insurance Company. It offers an exhaustive range of competitive products/plans that caters to everyone from all segments along with prompt and quality customer services and support. 2) SAHARA ASSET MANAGEMENT COMPANY PRIVATE LIMITED: Sahara Asset Management Company Pvt. Ltd. is a professional Mutual Fund House which manages 16 Mutual Fund Schemes in both Equity and Debt Segments. The Schemes have shown consistent and noteworthy performances. Sahara Banking & Financial Services Fund has been adjudged the Best Performing Banking Sector Fund over a 3-year Performance by the International Agency Lippers. The team follows a disciplined and professional approach in delivering high quality and consistent performances. SAHARA HOUSINGFINA CORPORATION LIMITED: A National Housing Bank regulated & BSE listed company targeting to meet the
3

finance needs for housing all over the country. It serves its clientele through attractive and competitive home loan schemes. In India, housing finance market is around 1, 90,000Crore (approx.) with a growth rate of around 20% (approx.) CAGR [Compounded Annual Growth Rate]. 3) SAHARA INFRASTRUCTURE & HOUSING One of India's best and the largest Infrastructure & Housing Company .Total Land Bank of the Company: 33,633 acres. It includes the following:-Aambey Valley -Sahara Star -Sahara City Homes -Sahara Grace -Sahara Swapna City -Sahara Hospital, Lucknow -Grosvenor house, A JW Marriott Hotel, London 4) MEDIA & ENTERTAINMENT: Sahara one Sahara Filmy Sahara Samay Sahara Time English Weekly Firangi Sahara Motion Pictures Cinema Halls Film City Urdu News Channel- Aalami Sahara

5) CONSUMER MERCHANDISE RETAIL VENTURE - SAHARA Q SHOP Sahara Q Shop is the brand name of Sahara Indias mega Quality Consumer Merchandise Retail Venture. Sahara Q Shop offers completely adulteration-free, 100% quality consumer merchandise products in various categories, such as staples, processed foods, personal care products, home care products, general merchandise and lifestyle products, at most competitive prices. You can receive these 100% quality household items every month in the comfort of your home. Quality is a fundamental value offered at Sahara Q Shop. It has adopted an integrated approach towards the same by setting up a Sahara Quality Management System (SQMS), comprising Quality Control and Quality Assurance departments to achieve end-to-end quality control from raw material procurement to manufacturing to packaging to delivery at the doorstep of the esteemed customer. Sahara Q Shops unbeatable advantages 1. 100% commitment to quality 2. Most competitive price 3. Doorstep delivery of products under strict supervision 4. Right weight/quantity 5. 100% disclosure policy across all products 6. Convenience of phone shopping 7. State-of-the-art Quality Control labs in New Delhi, Mumbai, Lucknow, Nagpur, Hyderabad, Kolkata and Patna 8.Pan-India quality team of 800 people, comprising Scientist Associates, Senior Quality controllers, Quality Assurance Managers and Quality Assurance Executives 9. One crore-plus sq. ft. space in warehousing Each product of Sahara Q Shop is put through stringent quality tests and standards, be it vendor selection, sourcing, manufacturing or packaging, thereby completing the Q value chain.

SAHARA Q SHOPS ORGANISATION CHART

Sahara Q Shop Marketin g Human Resource General Merchan dizing

Finance

IT

Sales

Water

Quality

This is an organization chart of Sahara Q Shop. It consists of 8 departments namely Marketing, Finance, Human Resource, Information Technology, Sales, Water department, Quality, Human Resource, and General Merchandizing.

The department which I worked in was sales. The further hierarchy in the Sales department is listed below :

Sales Head
Sales Manager

Assistant Sales Manager

Sales Executives

Interns/ Pilot Sales Representative

SAHARA Q PRODUCT LINE:i. Pulses- All the pulses are sortexed cleaned and has low moisture content. Being unpolished, they do not have a shiny surface. Some of the products that they are coming up with are ChanaKesari, MoongDhuli, MoongChilka, KabuliChana, and UradChilka. ii. Dals- They are sorted cleaned and have low moisture content. Being unpolished, they do not have a shiny surface. Soaking the Dals for 20 minutes gives a better yield and great taste. The Classic Dals give higher yield of cooking namely Q Rajma Sharmilli, ChanaDal, Arhar Dal, MasoorMilka, Urad Dal. iii. Rice- Rice is obtained from Select Quality paddy grains and is processed through a multi stage milling process to retain nutrition flavor and taste. It offers a unique fragrance, long and delicate basmati grains for the finest taste. The best Quality Authentic Rice gives a better yield on cooking with great aroma. Swagat Basmati Rice, Royal Basmati Rice, Mogra Basmati rice are few included in this category. iv. Spices- Spices are processed in s modern plant using scientific technology that helps to retain the freshness and taste for a long period of time. It includes GaramMasala, Haldi Powder. v. Flour- All the flour items are of fine texture of six grains namely wheat, oats, soya, barley, chana and maize. vi. Ghee- Rich in aroma it is strictly manufactured from milk fat under Q Hygienic conditions vii. viii. .Oils- it has the goodness of Vitamins A, D2 and E. Snacks & Savories- it includes bhujia, farsan, mix dal, chips, Noodles and Vermicelli (Kheer) ix. x. xi. xii. xiii. xiv. Beverages- it includes different types of Juices and Tea. Cookies & Biscuits- they have flavors of Cashew nuts, Orange. Jams- it contained Mixed Fruit, Strawberry and Pine Apple. Breakfast Cereals- they were basically cornflakes. Sauces Ketchups Condiments- it includes Snack Sauce, Tomato Ketchup and Pickle. Toothpaste-it includes Red Dental Gel and Super White Toothpaste they offer all round dental care. xv. xvi. xvii. Soaps- it includes Cleansing, Moisturizing and Germ Control Soap. Mens Hygiene- it includes Moisturizing shaving cream Skin Care Health Care Fairness Cream
6

xviii.

Hair care- this includes Root Strengthening shampoo, anti-dandruff shampoo, Amla hair oil and Herbal Henna Fragrance All Day Fresh Talc ,Home Care Glass Cleaner, Surface Cleaner, Toilet Cleaner, Mosquito Coil, Scrubber, Agarbatti, are products included in this Category.

xix.

xx. xxi.

Utensil Care- Dish wash Active liquid and Dish wash bar are the products. Fabric Care- this includes matic Detergent Powder, Advanced Detergent powder and Detergent Cake

xxii.

Q Water Range- it includes Packaged Drinking Water and natural Mineral water.

Sahara Q Shops Fight against Adulteration

Sahara Q Shops main aim is to fight against adulteration and provide best quality food to the consumers. The Campaign Milavat Se Jung which means fight against adulteration has involved The Indian Cricket Team, Priyanka Chopra and Hrithik Roshan. The Advertisements have been made by taking all of them as Brand Ambassadors. Today Adulteration has become a threat to life. When we consume food we do not realize that it is adulterated. An adulterated food is nothing less than a poison. It may not just affect our health but also be life responsible for taking many lives. The main aim of adulteration is to earn profit and the adulterators are not concerned about the health and life of the common man. It is for this reason that the adulterators are spoiling necessity household items such as Wheat, Rice, Millet, Corn, Flour, dals, Oils, ghee, butter, cheese, baby milk powder, jams, jellies, pickles, vegetables............. and the list continues. Adulterators use dangerous adulterators like fine pebbles , mud, hay , droppings of rodents, talcum powder for polishing, tricreysl phosphate, a mix of inedible oils, detergents, urea, caustic soda ,sawdust, chalk powder, non-permitted colours, lead, ashes of bones ,melamine, margarine, oxytocin hormone injections,etc. Due to the presence of such dangerous items, we and our families can suffer from dangerous diseases. Urea mixed in milk can be dangerous to heart and kidneys. Caustic soda works as a slow poison for people suffering from hypertension and other coronary diseases. Formalin is even more dangerous to the body as it harms liver; inedible oils can cause deficiency of Vitamin A and Ecause paralysis, increase cholesterol. Chalk powder can harm the stomach; Lead poisoning can have harmful effects on Central Nervous System. Even Children are adversely affected as they
8

can suffer from anemia, liver damage, and mental retardation. Adulteration can also cause danger of cancer, epidemic dropsy, etc. Today, using adulterated products is costing people their lives. Not only is the lifespan of elders as well as other members of family reducing, but even their quality of life is being affected badly. Research shows that adulteration has entered all the spheres of our lives in such a way that adulteration- quality ratio is approximately 30:70. It means because of adulteration 100 Rs. Product is worth only 70Rs. If measures are not taken to control the same, then in the near future the ratio will simply invert to 70:30.

PURPOSE OF THE PROJECT

In todays Competitive world before entering into the market it is very necessary to understand and have good knowledge of the potential market. Also it is necessary to retain the existing customers and provide them with good service. The research is mainly concerned with the study of Sahara q water products and beverages. The project was launched on 1th May. The Project is mainly about exploring and developing market for Packaged Drinking water, Natural Mineral Water and Energy Drink. All of these are new products, so they need to be launched in the market and apparently sales need to be generated. Sahara Q shop is planning to launch these Products in Retail outlets, Restaurants, Fine Dines, Hotels and Corporate. So various strategies need to be developed for the same. Selling is an Art but requires Tactics and Techniques so that it can be done effectively. Currently there are 3 different products to be launched in the Market. For that studying the Market scenario becomes important. Water Industry is very challenging but has immense potential. Water as a product being a necessity is strong enough to make the Company earn huge profits. Today, Water Industry consists of organized as well as unorganized players. In India, both these players are very competitive and are continuously spirited to win the rat race. Organized Players have an edge over the unorganized ones because they are Branded products. Today a consumer is strongly driven by brands. Brands have a psychological impact on the consumers which drive him to pay the extra price for the product. If there is effective Brand positioning for a particular product, eventually brand loyalty and customer retention takes place. Unorganized players also have an edge over the organized ones in terms of pricing. They are priced very low. They are also able to give much more margins to the retailers because they are produced at a very cheap cost. So in order to Develop the Market, there are various factors that need to be taken into consideration: Factors affecting the purchase managers while selecting a product Problems faced by the purchase managers Perception of a purchase managers about the product Hotels, Restaurants and Caf Location
10

Products available in Hotels, Restaurants and Caf Potential of the Hotel, Restaurant Or Caf

OBJECTIVES

1. To Study the penetration of Sahara q water in HoReCa 2. To identify issues related to distribution 3. To suggest viable recommendations

11

LITERATURE REVIEW

1. SELLING 1.1 What is selling? The last step in the chain of commerce where a buyer exchanges cash for a seller's good or service, or the activity of trying to bring this about. 1.2 Importance of Selling Skills Selling skills are critical in organizations that rely on ongoing buying from customers or clients. The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Sales is a component of a company's marketing and promotions. 1.3 Persuasion Selling is generally one of the most persuasive forms of promotion a company has. Persuading prospects to make purchases is a common objective of sales. This is accomplished by salespeople who genuinely take interest in prospects, listen to their needs and make honest product or service recommendations that best match. Sellers can look prospects in the eye, use verbal and nonverbal communication, and thoroughly explain the benefits of given solutions. 1.4 Interaction What really distinguishes selling from advertising and other traditional promotional efforts is its interactive component. Salespeople not only present to prospects, but they ask questions, listen to responses and also read the nonverbal signs of buyers in face-to-face situations. This allows sellers to draw out concerns that would impact a sale. This doesn't happen when people watch or listen to commercials. By hearing what is in the way of a sale, a salesperson can more effectively combat those issues and convey a value proposition. 1.5 Feedback Closely aligned with the interaction of selling, good salespeople and organizations also use the opportunity to gain feedback on their products, company and service. This allows for ongoing
12

development and improvement of the solutions offered to new prospects and existing customers. Though criticisms are often hard to hear, companies that succeed over a long period of time listen to customers and address product flaws or service issues. 1.6 Customer Loyalty While advertising is often used to attract customer attention and convey product benefits, selling also plays a role in maintaining ongoing customer relationships. Salespeople follow up with buyers to ensure a good experience. They follow through on commitments made during the selling process. They also make suggestions for any additional purchases. All of these things allow the salesperson to keep contact with customers and manage ongoing communication about customer needs. 1.7 Five steps of making a call Selling a product is never easy. It includes special efforts, planning and strategies. This is because, Selling is the key function of Marketing and an Ultimate aim of every businessman. If a product fails , it means the strategies that were adopted were not in proper place. While talking to a retailer/buyer, there are certain points that have to be kept in mind and precautions have to be taken. These points are listed below:1. Planning 2. Seeking Information 3. Selling 4. On Shelf Management 5. Completion 1.8 Planning This is the first stage and a very important stage. If a researcher/seller fails in the first step he will not be able to achieve his purpose. In this step, the seller needs have knowledge about the retailer. Seller needs to know his personal details, details about his shop,the location, his potential or capacity. The retailer is the potential customer so the seller needs to understand his capability in selling the products. This step helps the Seller to as he does his homework and can accordingly plan as to how to pitch or how to approach a retailer.

13

1.9 Seeking Information Here, the seller needs to do indepth study about the retailer. The seller should try to build a relationship with the retailer. He needs to use strategies to approach the retailer. For that, he needs to find out the timings of customer crowd in the shop, leisure time,lunch time of retailer, his availability in the entire day, timings. Care should be taken that the retailer is not to be disturbed while he is busy with his customers and while doing important work. Also information about the range of products and brands kept in the stores, the SKUs have to be observed. Accordingly, the seller can judge his opportunity and potential of the retailer. The seller also needs to find out most preffered brands of retailers. For this, friendly interaction needs to be done so as to find out the reasons of a retailer for stocking a particular product. By doing this, the seller can make space for his products in the retail outlet. 1.10 Selling This is the most important step. We often feel that selling is just a transaction between the buyer and the seller. But in reality, it is not so. Today it is not enough just to sell a product for a profit. For selling, various strategies have to be observed. For e.g. Greeting a Retailer or Purchase Manager Saying good things about his shop, observing the product placement, storage facilities, displays and promotions becomes crucial. A seller should never give an impression to a retailer that he is doing a transaction only for money. Retailers benefit needs to be highlighted. A Seller needs to be confident, polite, caring, and helpful and should show concern to the retailer. The seller needs to be friendly and needs to listen to the retailer and his problems. Retailer can also come up with solutions to his problems by offering him special schemes and discounts. 1.11 On Shelf management Once purchase manager agrees to buy the product the seller needs to see that the product is effectively placed in the Hotel, Restaurant, and Cafe. The seller needs to find proper location for promoting the product by way of pictures, brochures, point of purchase displays, etc. A Seller needs to take care that his product is visible to the customer. The product needs to be displayed in such a manner that it is appealing to the consumers. The product should be placed in a systematic manner and should not be kept in a haphazard manner. Proper on Shelf Management becomes one of the key factors for its sale.

14

1.12 Completion After the transaction is complete, the retailer needs to be thanked not only for purchasing the product but also for spending his time with the seller. The seller needs to express his gratitude towards a retailer. Also, the seller needs to enquire about his next visit and can give tentative day of his next visit. 2. CURRENT DRINKING WATER MARKET IN INDIA: Market constitutes of different sub segments of which drinking water has seen strong growth in the market. The Indian drinking water sector is a competitive market with strong competition from the unorganized sector. At a time when input prices are rising and branded players are forced to increase prices of their products, unorganized or local players indulge in low quality ingredients and offer products at cheaper prices. However, the sector is still on a growth path as constant innovation presents products catering to the varied needs of customers. Due to the developing distribution network leading to wider availability of products coupled; the sector braces for further growth.

An analysis explains the factors for growth of the market and includes lucrative nature of business, rise of buyers in impulse segment, strengthening of distribution network, increase of disposable income and low per capita consumption of drinking water. Drinking water contain air in a substantial amount sometimes even up to 50% which makes the business a very profitable venture wherein profits margins are extremely high at certain times. The lucrative nature of this business has created strong opportunities in the market. Of these, impulse segment entails highest sales volumes as featured products are small in size, relatively cheaper and can be consumed at a go. Availability of impulse products has increased as push carts are present across cities and towns and affordability has contributed to further growth in such buyers. Rise in buyers of impulse products gets translated into higher sales of such products thereby accounting for growth of the total market. Another chief stimulant in this sector is the strengthening of distribution network. As players worked towards bolstering distribution system across the country, availability and coverage has increased. As products came within the reach of consumers and players targeted enhanced coverage, sales inadvertently received a boost. Coverage, availability or even affordability has been complemented by the rising purchasing power among consumers. This poses as a latent opportunity for the sector as there
15

is potential for further growth. However, the sector is also facing certain challenges. Factors such as rise in input costs, erratic power supply across the country and rise in local manufacturers pose as impediments for this sector.

India has a large number of population which prefers packaged drinking water rather than tap water. Seeing this enormous business opportunity, the war has already begun to grab the most of this pie with national players increasing their production and international players trying to find a way to enter the Indian markets. To be part of this race for increasing the market share, it's almost inevitable on behalf of the packaged drinking water manufacturers to optimize their production systems, technologies being used, cold chain management, compliance with quality standards and hitting the right marketing mix.

3. UPBEAT PLAYERS: Organized players: - Bisleri, Aquafina, Kinley. Advantages of these- Effective Distribution Channel, Prompt Delivery and Quick Service, Ready Stock, Product Visibility and Availability, Brand building, brand positioning, consumer awareness.

BISLERI Today, bisleri is the name which has become synonymous to water. Today in a retail store consumer does not ask for water but bisleri. This is the impact and positioning that bisleri has created in the minds of the customers. The consumers have trust in bisleri and associate the brand with safety and purity. Main factors affecting in increasing sales are: 1. Effective Distribution Systems 2. Product offered at Affordable Price 3. Tie ups with outlets, restaurants 4. Special Schemes in potential Outlets 5. Owned Vehicles for Distribution 6. Vehicles act as a promotional tool 7. Display of bottles at point of purchase
16

8. Posters

AQUAFINA Aquafina has also been able to capture a decent market share in the country and has grabbed lot of customers. Reasons behind success of Aquafina 1. Effective distribution Systems 2. Attractive Margins 3. Huge Tie ups 4. Numerous Contracts 5. Additional benefits for stocking their products 6. On time delivery

KINLEY Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity of our product. Because we believe that right to pure, safe drinking water is fundamental.

BAILEY

It is the first water brand to be issued an ISI certification. The first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and British Airways. Considering the fact that the water segment is growing at a staggering rate of 40%, the future is clearly

17

Bailley. Bailley is available in 200ml, 300ml, 500ml, l ltr. & 2 ltr. PET and 5 ltr., 20 ltr., & 25 ltr.jars.

OXYRICH It is the purest and healthiest form of water developed with a patented revolutionary process that enables 300% more oxygen in water. It is the only bottled water in India to be certified with ISO 2004:2005. It is the worlds most stringent water food chain.

4. SOURCES OF WATER

Own Plant Owned plant or manufacturing plants ownership is with the company. The company manufactures and processes products here. When a company has its owned plant then definitely it can build more trust amongst its consumers, the company and the brand can get more because of its owned plant. One of the biggest advantage of having owned plant is that the control of manufacturing, processing and packing a product lies with the company. The company can supervise, monitor and control the activities in the plant and there is very less scope for manipulation. But one of the drawbacks of having owned plant is excessive increase in the cost. In a country like India, where skilled manpower is limited, every company cannot have its own manufacturing plant. Also managing men, material and machinery becomes difficult.

Co packers This is another way of sourcing water. Co packers are people/ company who manufacture, process the products. In case a company does not want to open its own plant, co packing is a good option for them. Co-packers are specialists for manufacturing, processing products. They have specific products to be manufactured or processed. The advantage of having co packers
18

is that the company receives Specialty Services from them. They have skilled labor specialized in manufacturing products so the manpower is effective. Also professional Services would be available. But one of the disadvantage is that Company cannot control activities of co packers. They also cannot closely monitor their activities. But cost is saved by the company. Companies also provide raw material to the co-packers for manufacturing and processing of the products. Franchising Franchising is like a contract between the company and the franchisee. Franchisee uses the name, brand of the company and operates according to the standards given by the company. The franchisee gets the advantage of the brand image, reputation of the company which makes his operations easier. Franchisee agreement is valid for certain period after which he contract is over. Then either the franchisee can renew the contract or stop its operations. Franchisee saves cost to the company of using its own funds for new plants/outlets. But the disadvantage is that any harm done by the franchisee can destroy the reputation of the parent company.

5. STRATEGIES ADOPTED FOR APPROACHING PURCHASE MANAGERS & SELLING THEM Selling being the most crucial part of the project, had to be handled very well. Although selling is just a process exchanging goods for money, it had to be done using some systematic approach. Greeting the Purchase Managers- when going to the purchase manager, it is very important to greet him. It is often said that first impression is the last impression. By greeting the purchase manager by either saying a hello, good morning or a Namaste, we strike the first cord of conversation. Introducing ourselves- the next step is to introduce ourselves by telling the purchase manager as to what is our purpose of visit. Creating awareness about the company and the product- this is a very important step as from this step awareness, promotion and selling starts. Here we need to mention brief information about the company and its products.

19

Briefing about the schemes- in this stage, we tell the purchase managers about the various schemes pertaining to the products. We try to tell the schemes in such a way so as to attract the retailer. We also try to convince the purchase managers by telling him the benefits that he gets through the schemes. Engaging the retailer in the conversation- this step playa a very important role in selling. It is very important to have a dialogue with the purchase managers. This builds an interest and curiosity in the minds of the purchase manager. Promoting the product- here we make use of the promotional tools like brochures, posters, stickers, danglers and even stick them in the hotels, restaurants and cafe. Listen to the purchase manager- we try to make the conversation/ discussion very friendly so that the purchase manager is comfortable to talk to us. Also, we listen to the retailers opinion, his perception as well as problems faced by him. Persuading the purchase manager- we try to convince the purchase manager, this is our final call. Information about the delivery- once the deal is cracked, we give information about the delivery of the product.

6. MARKETING STRATEGIES FOR NRG DRINK Energy drink market although at a nascent stage is developing rapidly. Today there are many competitors for energy drink. The various energy drinks available are red bull, saharas NRG Drink, Tzinga, Rio, restless etc. Sahara Q Shops NRG drink has to be marketed and advertised. So these are the steps in which strategies follow. Product Placement This is the first strategies used by Q Shop. Product placement means making the product available in the market. It means that the product is sold in the market to make it available in prior so that the customer gets the NRG Drink as soon as he demands for the same.
20

Sampling Energy Drink is a new product in the Market. Therefore people are not aware about its features and taste. The Purchase managers also need Samples for them as well as for the Customers. So this is the Second Step for Marketing the Energy Drink.

Promotions After the Sampling is done, the product will be promoted at various places. In this stage the consumer will be aware of the product. The product would be promoted in Colleges, Events, etc. Tie Ups Once the product is promoted and awareness is created, then tie ups with Institutes, Franchisees, Restaurants, Fine Dines, and Pubs would be done. Launch The product will be then launched in the market with aggressive advertisements.

7. DISTRIBUTION Product distribution (or place) is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. The other three parts of the marketing mix are product, pricing and promotion. Channels and intermediaries Distribution of products takes place by means of channels. Channels are sets of interdependent organizations (called intermediaries) involved in making the product available for consumption. Merchants are intermediaries that buy and resell products. Agents and brokers are intermediaries that act on behalf of the producer but do not take title to the products.

21

Channel design A firm can design any number of channels. Channels are classified by the number of intermediaries between producer and consumer. A level zero channel has no intermediaries. This is typical of direct marketing. A level one channel has a single intermediary. This flow is typically from manufacturer to retailer to consumer. Channel mix In practice, many organizations use a mix of different channels; in particular, they may complement a direct sales-force, calling on the larger accounts, with agents, covering the smaller customers and prospects. In addition, online retailing or e-commerce is leading to disintermediation. Retailing via smartphone or m-commerce is also a growing area. Managing channels The firm's marketing department needs to design the most suitable channels for the firm's products, then select appropriate channel members or intermediaries. The firm needs to train staff of intermediaries and motivate the intermediary to sell the firm's products. The firm should monitor the channel's performance over time and modify the channel to enhance performance. Channel motivation To motivate intermediaries the firm can use positive actions, such as offering higher margins to the intermediary, special deals, premiums and allowances for advertising or display. On the other hand, negative actions may be necessary, such as threatening to cut back on margin, or hold back delivery of product. Channel conflict Channel conflict can arise when one intermediary's actions prevent another intermediary from achieving their objectives. Vertical channel conflict occurs between the levels within a channel and horizontal channel conflict occurs between intermediaries at the same level within a channel.

22

DISTRIBUTION CHANNEL

Manufacturing plant

Distributor

Retailer

Customer

23

8. DISTRIBUTOR The distributor is the middleman and the member of the distribution channel. He is the link between the Company and the retailer. Many a times, it is not possible for a company to supply its products directly to a retailer. There are various constraints like Geographical distance, lack of equipments, manpower, capacity due to which the Company cannot directly supply products to the retailers. Hence a distributor is chosen to do that role. A Distributor needs to be taken care of and proper coordination between the distributor and the company needs to be there so that the product reaches effectively to the retailer. The distribution system also needs to be there in proper place. FACTORS TO BE TAKEN CARE OF WHILE SELECTING A DISTRIBUTOR Selection of a Distributor is a crucial decision because it is he who is going to supply products to the retailer. Therefore, there are various factors that have to be taken care of before selecting a Distributor. They are as follows Background of the Distributor- before selecting a distributor his background needs to be known. Information about the distributor, his personal details ,his operations needs to be known. Potential of the Distributor- how many products can a distributor deliver in a single day, what is the delivery time needs to be found out. His Method of Working- Every distributor has his own way of working. Every distributor manages his responsibilities in a different manner and achieves his target. Does a distributor perform his work effectively and manage his people well also needs to be ensured. Past Records- before selecting a distributor,his past records,his image in the market ,his successful deals need to be found out so as to decide whether he is the right person or not. Information can also be gathered about his past clients. Number of Products he is Distributing- the nature and the type of product,ranges of the product that the distributor is supplying convey a lot about his potential,calibre and efficiency. Area of Distribution- the distributor should be willing to work in the area as required by the company. Before deciding him for a particular area,care should be taken that the area is a feasible option for him.
24

Ensuring Delivery Time- Delivery is the key aspect which builds relationship between the retailer and the company. Hence, the delivery time of the distributor is extremely important. Number of people available for Distribution- this is important for cost of the distributor and for loading and unloading of goods. Legal/Official documents of the Distributor-before cracking a deal they have to be checked properly. Distributors Policies- there has to be transparency in the operations. In case distributor has fixed policies,rules they need to be cleared before signing the contract. Storage Space-does the distributor have proper place to store the goods have to be observed. How does a distributor manage his inventory, has to be observed thoroughly. Capacity of the Vehicle used for Distribution- which vehicle is used for distribution,what is the capacity of the van,how much quantity of goods can be loaded at one trip should be known as they influence the cost.

COSTS OF THE DISTRIBUTOR Whenever a Company approaches a distributor, he does not immediately agree to the offer. There are various factors that need to be considered. There are various factors that influence is decision. After getting an offer,the distributor first things about the Return on Investment,the margins that he would be getting,his break -even point. Various things included in Cost of Distributor are Vehicle Cost Fuel charges of Vehicle Maintenance of Vehicle Loading and Unloading Charges Storage Cost Salaries of Employees Cost of Returned goods
25

A distributor gives priority to those products who have an established brand name and reputation in the market. So a distributor focuses on either aquafina or bisleri and gives those products first priority as far as the distribution.

9. SAHARA Q PACKAGED DRINKING WATER

Sahara Q Packaged Drinking Water is aimed at providing a clean and safe drinking water to the consumers, which will contribute towards eliminating the invisible spread of disease and illness that occurs through the consumption of contaminated water. The enterprise in water chemistry and the latest technology to build state-of-art water plant and aseptic filling technologies, the end result is quality product named Sahara Q Packaged Drinking Water. The Water is derived from a natural source which then goes through series of filtration processes, followed by UV and Ozone treatment and final packaging, global standards are
26

followed to ensure purity, quality, and superiority. The end result is crystal clear water that is pure and safe for drinking. This is hygienically packaged into top quality tempered proof PET bottle of various sizes for assurance and convenience. The plants are equipped with right tools and techniques, so goals are achieved and perfection attained.

Nutritional Facts per 100 ml Energy Carbohydrates Of which sugar Protein Fat 0 kcal 0g 0g 0g 0g

SWOT ANALYSIS IN THE INITIAL STAGE (Packaged drinking Water)

1. STRENGHTS Brand Name Sahara Correct time to Launch Packaged Drinking Water Branded Product Diverse SKUs in Water

2. WEAKNESS Less Attractive Packaging No Offers on 500 ml bottle All the SKUs not currently available in the market

3. OPPORTUNITIES Easier to Launch Water in the Summer Season Price of Packaged Drinking water is competitive with the other organized players Lot of promotions can be done in Malls, Point of Purchase, via Brochures, Danglers and Stickers.
27

4. THREATS

Dominance of Aquafina and Bisleri in the Market Higher Margins given to the retailers by Local players Lack of Customer awareness No promotions or advertisements about the product Effective Distribution System of Competitors Brand positioning of Organized Players

28

10. NATURAL MINERAL WATER & ENERGY DRINK SAHARAS NATURAL MINERAL WATER

Saharas mineral water is sourced from artesian wells 400 ft below the ground in the pristine Himalayan Valley of Kumaon, the water is bottled at source, micro - filtered under ultra hygienic conditions, untouched by human hands from the source to bottle, and naturally enriched with minerals that are good for the body. This water safe, nutritious and gives a tasteful diet choice. It will energize and invigorate the person every time he drinks it. It will also drastically reduce the medical costs associated with water borne illnesses. From the foothills of Himalayas, the water is brought to the surface by the natural pressures of the Earth making its water as purest. The sweetness of the water is rendered by the perfect balance of minerals and its virgin origin. Q water minerals aid in digestion process through maintaining and regulating the acid balance in the stomach and intestine with a contents of
29

chloride and Bicarbonates. Other than these minerals, this ground water contains other important minerals like sodium, zinc, potassium and chloride. With its unique Value vision, and its unflinching focus on Purity and Quality, Sahara Q Water is about to change the way India looks at water and consumes it.

Nutritional Composition per 100ml Calcium Magnesium 3mg 1.4 mg Fluorides 0.01 mg Sodium Chlorides 1mg 1 mg

Nitrates

0.6 mg

TDS

160212

PH

-7.2

Natural Mineral Water Water the lifeline of humankind is a scare resource. Inspire of covering almost 70% of earth surface, there is only about 1% water which is available to us for general usage. We at, ETHIC

30

FOODS & BEVERAGES understand this notion and therefore offer Natural Mineral Water which is 100% pure and natural gift from mother nature. We extract Water from 450 deep artizon and thereafter subject it to strict quality supervision and processing. This ensures pure and clear water which is processed without any human intervention and therefore is free from any kind of contamination or chemical presence. Clients have been singing praises of the Natural Mineral Water offered by us, because of its unmatched taste and unbeatable purity.

Why our Natural Mineral Water?

Sourced from natural sources such as 450 deep artizon Subjected to strict quality testing and processing Complete perseverance of freshness and natural essence Free from any form of chemical presence Unmatched taste and unbeatable purity

Widely demanded by :

Hotels Hospitals Schools Embassies Tourist spots

Packaging Available :

200 ml 250 ml 500 ml 1 litre 20 litres

31

11. SAHARA Q SHOP ENERGY DRINK GBM-Vienna, Austria This is an Austria based company. They specialize in making energy drinks. Red Bull which is the most popular Energy Drink is also prepared here. Sahara Q NRG Drink is also prepared here. The energy drink is imported from them and is then supplied to various places.

ENERGY DRINK MARKET IN INDIA Long and erratic working hours and the increasing occurrence of social gatherings are driving Indian consumers towards the consumption of energy drinks which are primarily classified as non-alcoholic, caffeinated beverages and sports drinks. The popularity of energy drinks in India is not merely due to its functional aspect as perceived in other countries. Over the past few years, the sales of energy drinks have been driven by changing consumer lifestyle and increasing demand for alcohol mixers. Their association with high octane sports such as the Indian Grand Prix and with eating out has further boosted sales and increased consumer awareness. The Indian energy drinks market is currently estimated at ~USD 154.5 millionand is expected to grow at a CAGR of 28-30%. This growth was mainly driven by an extraordinary performance by Red Bull, which has been the most dominant player in the caffeinated energy drink segment, and Gatorade, which is the leader in the sports drink segment. In order to offset the increasing raw material price, fluctuation in foreign exchange rates and rise in electricity costs, the current unit prices have increased for energy drinks. Energy drinks account for1415% of the non-alcoholic beverage segment and compete with other non-alcoholic beverages such as soda and brewed coffee, both of which contain caffeine for energy boost, even if the caffeine content is relatively lower than in energy drinks. Soda is the most consumed nonalcoholic beverage while ready-to-drink tea also offers stiff competition as it provides the benefits of anti-oxidants in addition to a boost of caffeine. Unlike the US and the UK markets, energy shots are currently unavailable in the Indian market and

32

could serve as a potential business opportunity to expand the consumer base for the energy drinks players.

PLAYERS IN THE MARKET Red Bull Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011. Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners and, in partnership with ChaleoYoovidhya, founded Red Bull GmbH in Austria. In Thai, daeng means red, and crating is the reddish-brown bovine called a "gaur", which is an animal slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can; in Thailand and in some parts of Asia it is sold in a wider gold can with the name of Krating Daeng or Red Bull Classic The two are different products, produced separately. The company slogan is "Red Bull gives you wings and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brazil, Red Bull New York, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records. Red Bull has been the target of criticism concerning the possible health risks associated with the drink. A study by the European Food Safety Authority (EFSA) concluded that in the levels used in popular energy drinks, like Red Bull, taurine and glucuronolactone are safe. ARs 350-500-crore energy drinks market that is growing at about 25 per cent annually, according to industry experts.
33

Tzinga Tzinga is an energy drink manufactured by an Indian startup company Hector Beverages Private Ltd. The startup has a manufacturing facility out of Gurgaon and has investments from N. R. Narayana Murthy's venture capital fund, Catamaran Investment Private Ltd. along with Footprint ventures and four angel investors. Cloud 9 It is a unique combination of apple fruit juice and a multitude of energy rich ingredients This combination has been thoughtfully concocted owing to its high antioxidant values and energy boosting properties. Offers great taste and health benefits found in natural juice. Rio Rio is a unique mix of exotic, tropical fruit juices combined with lightly sparkling spring water to give a great tasting, healthier soft drink. Packed with Vitamin C, free from preservatives and using only natural colours and flavors, Rio offers a great tasting, healthier drink guaranteed to quench your thirst! Monster Monster Energy is an energy drink, launched by the Monster Beverage Corporation in 2002. The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been torn by the claws of a "monster". The company is also known for supporting many extreme sports events such as BMX, Motocross, skateboarding and snowboarding. In addition, Monster Energy promotes a number of music bands around the world, like Asking Alexandria, The Word Alive, Shine down and Escape The Fate.

34

There are now 34 different drinks under the Monster umbrella in North America including its core Monster Energy line, Java Monster, Extra Strength, Import and Rehab.

SAHARA Q NRG DRINK

35

SWOT ANALYSIS- ENERGY DRINKS 1. Strengths Branded product Association with Sahara Quality product Good packaging Good Taste

2. Weakness Only one SKU available Price is high

3. Opportunities Lot of opportunities for promotion Product can be offered in more number of SKUs Tie ups with retail and hotel chains

4. Threats Lack of unawareness about the product Dominance of Red Bull Immense Trust of Retailers on Red Bull No Promotions/ Television Advertisements Customers Preference and Trust on Red Bull

Packaged Drinking Water/NRG Drink Market Situation Environment Changing Rapidly System Evolving Demanding
36

Professionally Driven Merchandising Growing Importance Restricted Marketing Environment

General Challenges faced by Seller/Companies Cash Problematic Outlets Retailer Not interested Display Space Constraints Competition Achieved monthly Incentives Excessive Outlets Latest Planogram Problem Solving Communication

PLACES FOR TARGETING PRODUCTS Corporate Retail Outlets Fine Dines Restaurants Food Joints Aarey Shops Dairy Shops Pan Bidi Shops Chemist Shops Clubs Cafes Franchises Hotels

Out of these I was a part of the HoReCa teams so apart from Clubs, Hotels, Cafes and Corporate; we have handled almost every place.

37

RESEARCH METHODOLOGY

RESEARCH DESIGN Research design is the significant and the most important part of research. It is the research design or the method of research which decides the cost of the research. Therefore, this being the most crucial part of research has to be decided carefully. DESCRIPTIVE RESEARCH The project is about the study of Sales and Distribution for water and Beverages. The research conducted here is a Descriptive Research. This is because, the experience of selling, the distribution channels, the method of creating awareness, promotions and selling has been explained. The factors that affect a retailer while selecting a product, observations in HoReCa, have all been described in this research. For an Observational study, Qualitative approach is used. To understand the opinions, perceptions about the Retailers and Customers, Quantitative technique is used. So descriptive research is conducted in this project. The analysis that is done and the conclusions that are found out are on the basis of this descriptive research. In this research there was lot of experiential learning. The market for he product was new and was created by the researchers. The product was launched in the market towards the end of April. The research started from may 1st week. A purchase managers perception, his attitude towards the product , his reaction was very closely observed. Questions were asked to him about the new products by Q Shop which were being launched. He was asked about various things that were expected by him. A retailer plays a key role in the distribution channels. This is because he is directly in contact with the customers. As far as the consumers are concerned, towards the end of the project, few customers were asked questions to know the awareness levels for sahara q shops products. The results that have got have been recorded and analysed. So on the whole, the research methodology is quite descriptive in nature because a qualitative as well as a quantitative research has been undertaken and is further concluded.

38

DATA COLLECTION SOURCES They are primary data and secondary data. PRIMARY DATA The main job was On field Sales. So the data is collected through primary sources. The responses of the retailer, consumers have been recorded. So this is mainly first hand information collected directly on field. SECONDARY DATA This data is collected from Company Websites, through promotional tools like pamphlets, brochures which were given. The secondary data has been collected with the help of books, journals, articles and websites.

DATA COLLECTION METHODS The data was collected through 3 methods: - Interviews, observation and Questionnaire.

OBSERVATION While doing on field sales various things were observed. Retailers reaction, his perception and attitude was observed. The dominant players, their strategies, activities were observed. Also important features about different type of retail outlets were observed.

QUESTIONNAIRE This method was followed to know the responses of the purchase manager.

39

SAMPLING Convenience sampling The responses and opinions of purchase managers is recorded by using pie charts, bar graphs, etc. These charts represent a certain number of a percentage of respondents, their preferences, awareness levels, and their way of thinking in certain percentage or a quantifiable term. Hence quantitative analysis is used to get the accurate data.

DATA ANALYSIS TECHNIQUE: For most of the questions, the technique used for data analysis is simply finding out percentage of a particular answer. On the basis of the percentages of various answers, the conclusions were formed.

CLASSIFICATION OF DATA: All the data collected is only Primary Data.

PROCESSING AND ANALYSIS OF DATA: The responses of the retailers were noted and measured using Tally marking. The measured data was later inserted into MS excel to calculate percentages, create pie charts.

40

RESULTS AND INTERPRETATION:

Details of the Outcome of the Research: 1. Are you aware about the brand?

Are you aware about the brand?

yes no

23%

77%

Interpretation: Many of the purchase managers that we visited were not aware about the brand called Sahara q shop. However few of them were skeptical about it as they already had tied up with some other brands.

41

2. Do keep drinking water in your outlet?

Do you keep drinking water in your outlet?

yes no

15%

85%

Interpretation:

From the above analysis we come to know that about 85% of the outlets had packaged drinking water. As people in todays world are more health conscience they prefer to drink packaged drinking water over tap water. And hence due to increasing demand of the product most of the hotels, restaurants and even cafes.

42

3. Which brands drinking water do you have?

Which brands drinking water do you have?

bisleri aquafina kinely oxyrich mcdwolles

8% 16%

3% 41%

32%

Interpretation: Though Sahara q shop has less awareness in the market however the purchase managers have other options to go for which are in the market since a long time. Thus from the above analysis we come to know that most hotels, restaurants, cafes have bisleri in their Freezers which is closely followed by aquafina . It is then followed by kinely and other brands. The other brands comprise of brands like oxyrich and mcdowells.

43

4. Which is the most preferred brand?

Which is the most preferred brand?

bisleri aquafina 2% 7% kinely others

38%

53%

Interpretation: The most preferred packaged drinking water by customers is bisleri. This is because it is the most popular brand in the market. Also from a consumer perspective whenever a new Brand is introduced in the market then the first preference will always go for the existing brand and if the consumer trust the brand then only he will go for it. However the established brands get a lot of business from corporate, hotels and cafes because the consumer is already aware of the quality of the brand.

44

5. Why is the above answer the most preferred brand?

Why is the above answer the most preferred brand?

good distribution quality factor more demand margin All of the above

28% 49% 10% 5% 8%

Interpretation: The brand which has the highest sales in the market is bisleri which is then followed by aquafina. The reason why bisleri is preferred most in the HoReCa is because of its distribution. The purchase managers who keep multiple brand drinking water in their freezers say that the Distribution network of bisleri is better than the other brands. Some purchase managers prefer bisleri because of its overall efficiency and the service that they provide which other brands find it difficult to offer.. .

45

6. Are you willing to buy this brand?

Are you willing to buy this brand?

yes no may be

27% 38%

35%

Interpretation: From the above analysis it is clear that there are 38% of the purchase manager are willing to buy the product but they are not very sure about it as it is the new enterant in the market. The reason been Sahara q water has not quite been able to penetrate more in the market is they are not able to trust the new brand at the start. Only a few outlets were ready to purchase which can be seen in the above chart.

46

7. If the answer to the above question is no then why?

If the answer to the above question is no then why?

never heared not interested high price no proper distribution others

4% 22%

17%

26% 31%

Interpretation: From the above analysis it is clear that in the market Sahara q water is not much preferred as it has the highest price in the market compared to the other existing brands. To get the more number of market share the product should be trusted by the buyers in the market. It should first try to promote the product in such a way that it reachs the maximum number of target audience which will ultimately increase in sales. There are many factors which affects the sales of the product some of which are mentioned above in the question.

47

8. What is the satisfaction level of sahara q water?

Satisfaction level of sahara Q water?

yes no

36%

64%

Interpretation: The satisfaction level of Sahara q water in the HoReCa is not satisfactory.Sahara q shop needs to come up with new strategy and explore the untapped areas. The Awareness level of Sahara q shop is quite less among the consumers thus it needs to create awareness among the consumers by coming up with print ads, T.V commercials and also promoting by providing more danglers to retailers. Through this the consumer will get More aware about the product offered by the company.

48

CONCLUSIONS

This project was about the drinking water segment of Sahara Q shop which due to intense. Competition from its competitors is continuously losing its market share in Mumbai. Distribution is a key factor in determining the growth of any brand in the packaged drinking water and natural drinking water segment. Sahara q shop lacks in its distribution network. Also in this project different parameters on which the sale of Sahara q sop depends are studied, analyzed from the distributors, retailers and consumers perspective. The awareness level of Sahara q products is less in Mumbai, thus sahara needs to create awareness among the masses. Sahara q should explore the untapped areas and open new outlets. So the company should take every step possible to contain these problems which in some way or the other affects the sale of Sahara q products and its retailer.

49

RECOMMENDATIONS AND SUGGESTIONS

Sahara q shop should come up with schemes for customers along with retailers as it would be a real boost to the sales.. This will help the company to get back its lost customers. Sahara q shop can also come up with a scheme for consumers like discount on grocery or any other product on purchase of a given amount of Sahara q products. Sahara q shop should invest more on advertising. They should come up with more Print ads, T.V Commercials, banners, boards and hoardings so that the awareness level among the Sahara q shop must improve its distribution network since majority of the retailers are facing the problem of improper distribution of drinking water and NRG drink. Instead of visiting the retail stores thrice a week, Sahara q shop should start sending its Salesman almost every day so that the retailer will never face a problem of shortage of products. Sahara q shop must remove all the communication barriers and misconceptions between retailers and distributors by effective communication from time to time. Quality of Sahara q products is very nice when compared to other existing brands in the market, however when compared to bisleri the prizes are very steep, thus prize of the sahara q products should be reduced and more margin should be provided to retailers so that they will get more inclined towards buying sahara q products. It was seen during the survey that the stock get spoiled because of improper storage facilities and also the trucks which are used for distributing products are not maintained at a proper place. This could be avoided by implementing proper storage facilities. Finally the Company should adopt short period incentive system in order to make it more friendly and achievable.

50

SCOPE FOR FUTURE WORK

The findings will help the company in improving its current system and thus will also help them in implementing more effective and corrective measures for the proper functioning of the drinking water department. Due to this the awareness among the masses will also increase and more customers will be inclined towards buying Sahara q products.

51

BIBLIOGRAPHY http://www.saharaqshop.com/shop/faces/jsp/qQualityRevolution.jsp http://en.wikipedia.org/wiki/Sahara_India_Pariwar http://timesofindia.indiatimes.com/business/india-business/Sahara-opens-315-Q-Shopscreates-record/articleshow/19588866.cms

52