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SUMMER TRAINING REPORT

ON

MARKETING STRATEGY OF SHIVAM AQUA INDUSTRIES


Submitted in partial fulfillment of the requirements of the Degree of Bachelor of Business Administration Maharishi Dayanand University, Rohtak

Submitted By VISHAL NEHRA CLASS 5.6 ROLL NO. - 6955

INSTITUTE OF MANAGEMENT STUDIES & RESEARCH MAHARISHI DAYANAND UNIVERSITY, ROHTAK

DECLARATION
I VISAL NEHRA, M.B.A. 5 YEAR, 6TH SEM of IMSAR hereby declare that the project entitled "MARKETING STRATEGY OF SHIVAM AQUA

INDUSTRIES" is an original work & same has not been submitted to any other institute for the award of any other degree. . Further, I assign the right to the university, subject to the permission from the organization concerned, use the information and contents of the project to develop cases, case lets, case leads, and papers for publication and/ or for use in teaching.

Signature of Candidate

ACKNOWLEDGEMENT
Any endeavor attempt at any level can not be satisfactory completed without the co-operation and advice from learned persons. I have tried my best to bring up a good project & live up to the exception of lecture. I am greatly thankful to Mr. S K MISHRA who helped me bringing up this project. I can only express my gratitude to them although this is inadequate for the time he spent.

VISHAL NEHRA

TABLE OF CONTENTS

Particulars
Company Profile Introduction Of The Study Significance of the study Objective of the study Research Methodology Result & Discussion Recommendations Limitations Bibliography Annexure or Questionnaire 5-12 13-21 22 23 24-27 28-32 33 34 35 36-37

COMPANY PROFILE

HISTORY
M/s SHIVAM AQUA INDUSTRIES is one of the leading bottled water supplier of in Haryana & is also distributing in neighboring states like Punjab, Delhi & Rajasthan. It was founded in 2006, under the name of Shivam Aqua Industries. Initially it had only one-bottling machine but now there are 4 fully automatic bottling machines producing about 20000 water bottles every day. The company has latest machines imported from Japan. In addition, the company has a separate unit for making bottles; automatic microprocessor controlled bottling system & batching system along with automatic packing unit. To update the both product and process requirements, the company has its own research and development cell which is well equipped with most modern chemical and physical labs.

Business Mission:
To achieve and maintain a leading position as supplier of quality fasters and to serve the national and international market in the field of fasteners.

Growth:
To ensure a steady growth in business so as to fulfill national expectations and to expand international operations.

Profitability:
To provide a reasonable and adequate return on capital employed primarily through improvements in operational efficiency, capacity, utilization and producing and generating adequate internal resources to finance the company's growth. 6

Image:
To build up a high degree of customer confidence by sustaining international standards of excellence in product quality, performance and service.

VISION OF SHIVAM AQUA INDUSTRIES :MOTTO:


Total customer satisfaction and market leadership.

TARGET:
Annual growth rate of 20%.

PLAN
Continuous up gradation of process and technology and development of new products.

FUNCTION
System oriented approach.

PEOPLE
Training of employees with up to date production process.

PRODUCTS OF SHIVAM AQUA INDUSTRIES :BRISTLE BLUE BIRD TINSEL BLUE BIRD CLUB SODA

Departments of Shiva Aqua Industries :

Marketing Department: Shivam Aqua Industries is marketing drinking water. Marketing is done through dealer network spanning all over the state and neighboring states and directly through company's branch offices & representatives. The main function of marketing department includes setting sales targets Planning product wise as well as region wise, product planning & control, pricing, advertising, order planning & allocation, billing receiving & checking of bills from different districts centre dispatch of material to the customer or distributor, payment collection and accounting.

Finance Department: The finance department manages the economics of the company. It also direct & facilitates smooth flow of required funds in the company. It helps in determining requirements of funds & providing them as & when desired. It ensures supply of fund to all part of organization as when required. It evaluates different investment proposals & selects the best among them. It helps in exact cost calculation at all the centers.

Human Resource Development Department: This department undertakes recruitment, selection, training & development of employees. It is also responsible for wages & salary determination, disciplinary action & grievance handling, maintaining human relations, employee welfare activities & general administration. Production Department: Production department is responsible For producing the production of schedule For producing product with zero defects For coordinating with planning department for efficient utilization of resources For avoiding wastage For strictly enforcing For maintaining shop floor cleanliness

Purchase Department: Purchase department is responsible for raw material planning, release of purchase order, vendor follow up of material, delivery to distributors, payment of materials purchased.

Personal Department: Men, materials, machine & money are regarded as the four important factors of production. But the main factor is man power. Therefore, an effort is made by personnel depts.. to coordinate human & material resources in such a manner that organizational objectives are achieved efficiently. Personnel Deptt. Is the part of management which is concerned with people at work & their inter personal relations. STRUTURE OF PERSONNEL DEPARTMENT CHAIRMAN & MANAGING DIRECTOR

ASSISTANT VICE PRESIDENT SR. PERSONNEL MANAGER STENO ASST. PERSONNEL MANAGER PESONNEL OFFICER ASSTT. PERSONNEL OFFICER

CHIEF SECURITY OFFICER

SECURITY OFFICER ASSTT. SECURITY OFFICER

WATCHMAN

CLERKS

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The various functions of the Plant are:Marketing Tool Room Product Planning & Control Production Materials Laboratory Raw Materials Finance Purchase Maintenance Electronic Data Processing Quality Assurance General Stores Management Services

WELFARE FACILITIES PROVIDED IN LPS It is well known fact that if an organization looks after the welfare of people who are serving in an organization, then these people contribute with their full efficiency & as a result the organization should run profitable. Certain welfare activities are: 1. Canteen: - Tea, snacks & some other eatable are available here at subsidized rates. 2. Rest Places: - Attached with canteen is rest room where workers can take up their lunch & tea etc. 3. Uniform: - All workers are given two set of uniform every year. 4. Medical: - The company has first aid room where first aid are available for the employees.

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OTHER FACILITIES Apart from welfare facilities some other facilities are provided by the company according to factory act. These are:1. Provident Fund (P.F.):- A 12% of employees pay is deducted per month & at time of retirement whole amount is given to employees & workers in the form of provident fund. 2. Gratuity Fund:- At time of retirement, a gratuity fund is also provided. 3. Bonus:- One in a year 20% bonus is provided. 4. Diwali Gift:- On Diwali company give gift to their employees.

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INTRODUCTION OF THE STUDY


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MINERAL WATER INDUSTRY


CURRENT MARKET SCENARIO

MARKETING STRATEGY
It is complete and an unbeatable plan designed specifically for attaining the marketing objective of a firm. The marketing objective indicates what the firm wants to achieve. The marketing strategy provides the design for achieving them the linkage between marketing strategies and overall corporate success is indeed direct and vital. Realizing the marketing objectives is the purpose of two generic categories: 1. Price based 2. Differentiation based PRICE BASED MARKETING STRATEGY In it a business that opts for the price route in its competitive battle will enjoy certain flexibilities in matter of its product and use prices as main competitive level . it will price its product to suit the varying competitive demands . it will be enjoying certain inherent cost advantages , which permits it to resort a price based fight . the major forms where such cost advantage can occurs are economies of scale, absolute cost advantages ,. Benefits of early entry a large market share build over a time. It provides freedom in the matter of pricing but after producing a particular product and getting stuck in the face of the competition, one cannot successfully opt for a price led strategy. THE DIFFERENTIATION BASED STRATEGY This marketing strategy is based on differentiation works on the principle that any aspect of the offer and any activity of the firm can be made distinctive compared with the competitors offers. Right from technology, plant location to post sale and service a company can perceptibly differentiate and many buyer values. Companies usually choose those functions, which give them the greatest relative advantage. Different firms adopts different strategy stances as their situational design differBroadly strategy stances can be classified under three heads-

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Offensive Strategy- Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that is not presently the leader usually employs it, but it aspires to leadership position in the Industry. Defensive Strategy- The leader who has the compulsion to defend his position against the confrontation of powerful existing competitors or to dislodge the leader from his topmost position usually employs it. Niche Strategy- A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a small market segment for itself with unique products / services supported by a unique marketing mix.

FORMULATING THE MARKETING STRATEGYFormulating the marketing strategy consists of two main steps1- Selecting the target marketIt does not fully bring out the import of the inseparable linkage between the two. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined, defined and expressed. 2- 2-Assembling the marketing mixAssembling the marketing mix means assembling the four Ps of marketing in the right combination. The firm has to find out how it can generate the best sales and profit. It plans different marketing mixes with varying levels of expenditure on each element and tries to figure out the effectiveness of each combination in terms of the possible sales and profit.

ADVERTISING CAMPAIGN:
While designing the advertisement campaign, it is necessary to keep in mind the opinion leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary to design the campaign keeping the youth in mind. The opinion leaders would further trickle down the message to the less active members of the society. This is exactly what Shivam Aqua industries is doing. It has started an advertisement campaign stressing the point of purity and flaunting the patent right the company has over the breakaway seal. The company has tried to put the message across louder, by using the ad campaign that catches the eye of everyone, especially the youth.

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CONTENT OF THE CAMPAIGN:


The designing of the bottles of the brand name BRISTLE is done in such a way that it resembles the bottles of BISLERI and more over the green color of the wrapper of the bottle also gives the consumer the satisfaction that he gets from BISLERI. And the design of cartons also matches that of BISLERI which is resulting in increased sales. To conclude: We find that new advertisement campaign of Bristle is eye catching. This is what the company should do. Apart from a high dose of investments on expanding bottling capacities and an ad budget thats risen six-fold over last year, if they wants to penetrate every possible segment of the market, it can do that by introducing more pack sizes and establishing the brand strongly with trendy new packaging. Apart from creating consumer pull with campaign, the company, to increase its sales would have to do the sales push as well. For that it would have to give the retailers and other stockiest high trade margins and incentives for keeping the product. This is very important in case of this product because consumers would take up what is available to them at ease and whatever retailer is giving.

ADVERTISING CAMPAIGN:
Every brand needs a good advertising campaign to establish itself in the market. So it becomes very imperative to look at various ad campaigns that Shivam Aqua industries had undertook to build itself as a house of different brands under one roof. It started its game plan with the punch line of Pure and Safe and used the same catch-line for advertising. But with the advent of many new players, all claiming the purity, it became very imperative for them to differentiate its product so as to stand out in the market. In 2000, some giant brands like Pepsi and coca-cola entered the mineral water industry with a big bang. Bisleri now had a big threat of maintaining its market cap. While Coca-cola introducing its brand Kinley as a health care product, Pepsi projected Aquafina as something as pure as Your own body. Pepsi targeted the young generation and introduced Aquafina as a fancy product to carry.

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PACKAGING AND DISTRIBUTION:


PACKAGING
Variety is spices of life. Today for any business organization to be successful it has to provide its customer with the differentiated product that is a value buy for them. In order to cater to yhe changing needs of the customer the business has to continuously come out with the variants of the products so that it can target the maximum segments. Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 lit, 20 lit. The 5 liters

DISTRIBUTION
Its obvious that availability holds the key to the market .For any product to be successful the distribution system has to be really good. Large tracts of the country have not been explored by the national brands, which explain the proliferation of smaller brands. The company plans to have its own distribution network where its monthly sale is over 200000 bottles. DISTRIBUTION NETWORK: Right now they covers all Haryana and 3 neighboring states as well. The distribution is done through 4 company owned trucks and large number of transport companies dealing with the company. Their future plan is to increase their share in the distribution system by purchase of 4 new trucks.

MARKETING MIX
The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm blends to produce the response it wants, in the target markets. The 4Ps

PRODUCT
The main product of the company is the mineral water by the name of Bristel Mineral water & Bluebird Mineral water. Other than mineral water the company has also the soda water under its brand name called the Bluebird club Soda. The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product, which can be added as the 17

additional benefits of the product. It is just water after all. This is what the Indian customers think of the bottled water. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. For example other than its core usage the product can provide for Internet facilities using conversion.

PLACE
Place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country.

PRICES FOR FOLLOWING PACKAGING VARIANTS


(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR) Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs. In India, where the majority of the population comprise of the middle-income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decisions.

PROMOTION
Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers, companies must also communicate with their customers, and what they communicate should not be left to chance. A Companys total marketing communications program- called its Promotion Mix consists of specific blend of advertising, personal selling, sales promotion, and public relations tools that the company uses to pursue its advertising and marketing objectives.

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COMPETETION IN THE MARKET


COMPETITION
The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple of years. This is drawing the big guns attention. First Britannia launched Evian. And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning a foray. Meanwhile, Parle Agros Bailey has been growing steadily. Small local players too are breathing down Shivam Aqua Industries neck riding on better trade margins and intensive distribution (in their respective areas of operation). The competition faced by them can be categorized into a few brand names like Bisleri Parle Bailey Pepsi Aquafina Coca Cola Kinley

AQUAFINA The advantage for Aquafina is that though there are over 300 labels of bottled water in the Indian market, few can be called brands. It is necessary to remember that every product with a name is not a brand; even Bisleri has become generic to this category. It does not have any emotional values attached to it. So there was no difficulty for Pepsi in creating space in such a market, which is completely different from the soft drinks market, where it will be very difficult for any new player to find a slot. So the creative team at HTA virtually had an empty canvas to work on. And it came up with a campaign that did have people talking. First, a series of teasers, followed by a film that showed healthy bodies and youthful people and, of course, lots of water. Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10, is competitive. And it is safe. In addition to the tamper proof seal, there is a reliable method of checking whether the bottle has been refilled. The date of manufacturing has been written on the cap as well as on the bottle. Thus a person who is refilling it would have to find a matching cap and bottle, the probability of which is very low.

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COCA COLA- KINLEY Coca-Cola joined the race by announcing the imminent launch of its own brand of water and, in the process, putting to rest rumors of its so-called takeover of Bisleri. Kinley is targeting institutions. Parle Agros- Bailley Bailley the brand that is owned by Ramesh Chauhans brother Prakash Chauhan is very popular in the southern part of India. Southern part of India accounts for 20% of the sale of the whole water market industry. Bisleri would have a tough competition from Bailley since the company plans to spread its presence in that part of the country. Another thing that makes the competition difficult for the company is the price at which its competitor is offering the product. Like Bisleri it also gives the 1 lt. For Rs.10. The only strength point of the company, which it can capitalize, is its generic name. And also the company would have to enter that market with a strong distribution base. We know the fact that Bailley has grown at a rapid pace using the route of franchising, which Bisleri has not adopted as yet. This is another point, which the company would have to take care of to face the competition.

MANUFACTURING
A quick look at their manufacturing reach indicates that it is represented across the state North accounts for 35% of sales for the industry, West accounts for 30%, South 20% and the East 15%. It is also changing its production strategy and shifting to a 10-hr production schedule with sudden increase in demand planned to be met by additional production. The company's expansion plans will see its water bottling capacity go up from the present 20000 bottles per day to 25000 bottles per day. They are planning to invest Rs 2 crore to increase its bottling capacity and double its turnover. The expansion will also increase the number of company's bottling machinery from 4 to 6. It doesnt have any intentions to acquire any new plants.

FACTS
Bottled drinking water samples of some top brands Bisleri (Parle Bisleri Pvt. Ltd.), Bailley (Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca Cola Beverage Pvt. Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were being sold and manufactured in Mumbai and nearby areas like Pune and Daman, were purchased randomly. All the samples were purchased from retail outlets in the market and from railway 20

station and were checked for proper seal, date of manufacture and batch number. Even the top brands, which claim to use treatment methods like purification filtration, activated carbon filtration, demineralization and reverse osmosis were found to contain residues of pesticides. It might be due to the reason that the manufacturers may be by-passing the raw water after partial treatment and remixing it with the fully treated stream so as to cut down the cost of treatment. On the basis of the results different brands can be rated in terms of total organ chlorine and organ phosphorus pesticides from least to most contaminated asAquafina Macblue Bailley Kinley Seagull Sheetal Bisleri Brilliant Bally Apurva

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Significance Of The Study


Significance of study is given below:-

1. To get liable information. 2. To increase the sales by implementing new methods of marketing.

3. To analyze loop holes & put forward certain recommendation &

suggestions.

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OBJECTIVE OF THE STUDY

TO Study the marketing Strategies of Shivam Aqua Industries in current scenario.

To Study the brand positioning of Shivam Aqua Industries.

To assess the brand awareness of the Bristle and Bluebird in the Mineral Water Segment.

To find out the preference level of respondents regarding Bristle and Bluebird Brand of Bottle.

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RESEARCH METHODOLOGY

Definition of Research:
The word research is derived from the Latin word meaning to know. It is a systematic and a replicable process which identifies and defines problems, within specified boundaries. It employs well designed method to collect the data and analyses the results. It disseminates the findings to contribute to generalize able knowledge. The five characteristics of research are: systematic problem solving which identifies variables and tests relationships between them logical, so procedures can be duplicated or understood by others empirical, so decisions are based on data collected reductive, so it investigates a small sample which can be generalized to a larger population replicable, so others may test the findings by repeating it

Research Methodology:The research conducted by Exploratory Research this type of research is Qualitative and Quantitative. Qualitative refers to the characters of the data or process by which the data are gathered. The research process consists of a series of closely related activities. Why a research study has been undertaken. Why a research study has been undertaken, how the research problem has been defined, in what way and why the hypothesis has been formulated, what data has been collected and what particular method has been adopted and a host of similar other question are usually answered when we talk of research methodology concerning a research problem or study. Sampling:The data was to be collected only from the Consumers and Retailers. A questionnaire was prepared and interviewing with Retailers and Consumers. A decision has to be taken concerning a sample unit before selecting the number of samples. It may be geographical as well as individual. 24

Size of Sample:This refers the number of items (Outlets) to be selected from the finite universe to constitute a sample size. The survey was conducted of 50 outlets in Aligarh.

RESEARCH DESIGN
MEANING OF RESEARCH DESIGN The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project, popularly known as the research design. Decisions regarding what, where, when, how much by what means concerning an inquiry or a research study constitute a research design. A research design is the arrangement of conditions for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. In fact, the research design is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. As such the design includes on outline of what the researcher will do from writing the hypothesis and its operational implications to the final analysis of data. More explicitly, the design decisions happen to be in respect of :

What is the study about? Why is the study being made? Where will the study be carried out? What type of data is required? Where can the required data be found? What periods of time will the study include? What will be the sample design? What techniques of data collection will be used? How will the data analyzed ? In what style will the report be prepared?

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TOOLS AND INSTRUMENTS USED FOR THE STUDY


It is necessary for a researcher to define conceptual structure which research would be conducted. The function of research design is to provide for the collection of relevant evidence with minimal expenditure of efforts, time and money. The means of obtaining the information is through : a) Primary data like questionnaire and mock interview. b) Secondary data like magazines, news paper and net etc.

PROCEDURE OF DATA COLLECTION


Data compilation is an intermediate stage between data collection and analysis. Data compilation involves classification and summarization in order to make data amenable to analysis. In dealing with any problem, once the sample has been selected the data must be collected from the sample population. There are several ways of collecting appropriate data which differ considerably in context of money cost, time and other resources. They can be broadly classified in to two categories. Two sources to collect data are namely: 1. Primary Source 2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA The Primary Data that I collected were the first hand information which I received through personal interviews with the consumers and through questionnaires. This data gave the most vital information for making my analysis of the prevailing purchasing behavior of the consumers.

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QUESTIONNAIRE TECHNIQUE The method of collecting data mailing and personally distributing questionnaire to the respondents is the most extensively employed technique in various economical surveys. This method is quit popular, particularly in case of big inquiries. A typical questionnaire consists of a number of questions arranged and printed in definite order on a form or a set of forms. The questionnaire is given to the respondents who are expected to read and understand the questions and write the response in the given space meant for the purpose in the questionnaire. Mock interviews Mock interviews are basically just to save the time of both the respondents and the researcher and along with this, it is assumed as a best means for collecting data where respondents are not so literate to answer to question tailored in the questionnaire.

SECONDARY SOURCE OF DATA COLLECTION Secondary Data involved in my research were the information that I collected through the various broachers and pamphlets of the company which were provided to me during the analysis. RESEARCH DESIGN : The research design which has been used in the project report is descriptive in nature. SAMPLE DESIGN: The sample design which has been use in this project report is simple random sampling. SAMPLING UNIT : A decision has to be taken concerning a sample unit before selecting the number of samples. It may be geographical as well as individual. Here Aligarh region has been taken as a geographical unit and retailers as an individual unit. SIZE OF SAMPLE: This refers the number of items (Outlets) to be selected from the finite universe to constitute a sample size. The survey was conducted of 50.outlets.

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RESULT AND DISCUSSION


FINDINGS
The following findings are obtained and are based on primary data:-

1. Which brand of bottle water do you sale more?

2. The brand customer prefer more:

3. Why do you prefer to sell this particular Brand?

4. On what basis customer prefer to purchase?

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5. Do you get any customer complaints for Bristle or Bluebird?

6. Are your suggestions considered by Bristle or Bluebird?

7. On what basis you motivate a customer to purchase a particular Brand?

8. When a customer talk of mineral water which brand comes into his mind?

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SWOT ANALYSIS
STRENGTHS
Old and famous brand name Better packaging Effective distribution network Famous as pure & safe among consumer Good product mix Frequent quality checking Better management Give regular follow up to distributor Indian image Better sales force Sponsoring various cultural program Good incentives to dealer

WEAKNESS
one liter packs which accounted for 50% of the companys turnover has come down to 30 %. The two-liter packs, which have practically disappeared from the shelves, have come down from 20 % to 5 %. The growth has come from the 500 ml and the five-liter category, which account for 15 per cent and 36 per cent of turnover respectively. Earlier, it was selling at a premium of Rs.12 for the same size. But beginning last year, it has 30

been selling its one- liter bottles at Rs.15 each. Aqua Minerals attributes the Price slashing to retailer margins being on the higher side earlier. The competitive Rs.15 price tag has been working well for the brand. In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass marketing 20-litre bottles for an MRP of Rs.40. That works out to Rs.2 a liter. If the logistics, manufacturing and distribution do fall in place, it could change the face of the purified water market for keeps.

OPPORTUNITIES
So far, They has not used the franchising route very aggressively unlike other companies which has grown very fast using this route. We shunned this route so far because in most areas where we had no presence, it was imperative that we did it ourselves. Now for further expansion we can afford to use the franchisee route.

THREATS
They will be taking the packs back and refilling them. But the packs cannot be sterilized since the material used is PET and cannot withstand high temperature. So how can he ensure purity? Strategy to counter threats and others? We subject the bottles to chlorine washes, hot water washes and ozone washes before we refill the bottles. The company is betting on the home segment. The reason being that filters and water purifiers also need to be cleaned periodically and still do not guarantee absolutely clean water. In order to service this segment, the five liter packs are being pushed through the route of fat dealers (wholesale dealers) who are retailers as well as stockiest and serve as supply points from where customers can pick up the required quota. In future, consumers will be able to call the fat dealer and place orders for home delivery of the five-liter pack. The company has so far appointed 180 such dealers. This is a high turnover, low-margin retailer who does not keep a store but serves a similar purpose with other items such as rice or wheat.

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CONCLUSION
They have captured the huge share of market in their state. They should make their strengths more stronger & shall decrease their weaknesses. They should focus on:

The soft target


Selling bottled water requires constantly expanding the market. The company should also target the market for soft drinks. All the soft drinks addresses three issues: fun, thirst and refreshment followed by status to some degree. The thirst and the status value of the mineral water are well accepted. There is very little the mineral water brands can do to add the fun element around the product. Again here, it becomes important for the company to have a good distribution network. It should be understood that if the mineral water is easily available everywhere then it can be said with confidence that it would be able to replace the soft drinks as thirst quencher. If we try and look at the reasons that why consumers buy soft drinks as thirst quenchers: we would find the answer as that either water is not available or if it is available then safety is not assured. Therefore, backed by a good distribution network mineral water industry can grow at a rapid rate.

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RECOMMENDATIONS
Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product.
1.

2. Display of hot and cold dispensers and bottles at places like hotels, clubs and airports where upper class group visits, as they are the potential customers. Place like departmental stores, petrol pumps and super bazaars can also be considered.

3. The company should organize camps at various part of the city also road show to bring about the difference between mineral water and filter/purified water and to tell the people how mineral water is more hygienic than filtered water/purified water.

4.To aware people the cost benefit analysis to the customer of how the mineral water would cost less and benefit more, because people using purifier system cost too much.

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LIMITATIONS
A

small segment of the market has been covered for the research purpose, so the conclusion cannot be generalized.

The data collected cannot be free from errors, since some of the respondents failed to give correct information.

Study accuracy totally based upon the respondents response.

Stipulated short span of time for doing research.

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BIBLIOGRAPHY

Marketing Management:Philip Kotler

Annual Report:Shivam Aqua Industries 2009 Shivam Aqua Industries 2010 Shivam Aqua Industries 2011

Websites:
www.bisleri.com www.discovery.com www.google.com

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ANNEXURE
QUESTIONNAIRE :-

1. Which brand of water bottle you sale? a. Bristle. b. Bluebird. c. Aquafina. d. Bisleri. e. others. 2. The brand customer prefer more: a. Bristle. b. Bluebird. c. Aquafina. d. Bisleri. e. Others.

3. Why do you prefer to sell this particular brand? a. Availability. b. Customers Demand. c. Quality. d. Profit Margin.

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4. On what basis customer prefer to purchase mineral water? a. Brand. b. Quality. c. Price. d. Availability. 5. Do you get any customer complaints for Bristle or Bluebird? a. yes b. no.

6. Are your suggestions considered by the company? a. Yes b. No.

7. On what basis you motivate a customer to purchase a particular brand? a. Quality. b. Price. c. Brand d. Availabitliy.

8. When a customer talk of mineral water, which brand comes into his mind? a. Bristle. b. Bluebird. c. Aquafina. d. Bisleri. e. Others.

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