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A PROJECT REPORT
ON
SALES & PROMOTION
FOR FOSTERS PACKAGED DRINKING WATER
PGDM (MARKETING)
Submitted in partial fulfillment of the requirement for
Post Graduate Diploma in Marketing.
Submitted By
PRADEEP SINGH
SINHGAD INSTITUTE OF BUSINESS
ADMINISTRATION & RESEARCH
Kondhwa(Bk), Pune.
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CERTIFICATE
This is to certify that Mr. Pradeep Singh student of SINHGAD INSTITUTE OF
BUSINESS ADMINISTRATION & RESEARCH, Pune has completed his field work report
at FOSTERS PACKAGED DRINKING WATER IN AQUATECH CRYSTAL WATER
PVT. LTD. on the topic of SALES & PROMOTION and has submitted the field work report in
partial fulfillment of PGDM-Marketing (AICTE) of the UNIVERSITY OF PUNE for the
academic year2009-11.
He has worked under our guidance and direction. The said report is based on bonafide
information.
Pradnya Bhandare Prof. Avadhoot Pol
Project guide name Director
Date:-31/1/2011
Place: - Kondhwa (Pune)
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DECLARATION
I hereby declare that the Project titled Sales & Promotion for
FOSTERS PACKAGED DRINKING WATER is an original piece of research work carried
out by me under the guidance and supervision of Prof. Pradnya Bhandare . The information has
been collected from genuine & authentic sources.
The work has been submitted in partial fulfillment of the requirement of PGDM Full
Time Program of SIBAR.
Place:-Kondhwa (Pune) Signature
Date: - 31/01/2011 PRADEEP SINGH
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TO WHOM IT MAY CONCERN:
This is to certify that Mr. Pradeep Singh, student of Sinhgad Institute of Business
Administration & Research, Kondhwa, have completed the Summer Training Program of Sales
& Promotion for FOSTERS PACKAGED DRINKING WATER in AQUATECH
CRYSTAL WATERS PVT.Ltd, Pune. From 1 st June, 2010 To 31 st July,2010.
He has worked under our guidance and direction. His work is found to be hard working, sincere,
satisfactory and complete in all respect.
Thanking you,
Regards,
For Aquatech crystal waters pvt.ltd.
Sales Head.
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ACKNOWLEDGEMENT
A successful project work is a result of the organized and well coordinated teamwork, so
at the completion of the project.
I take this opportunity to thank Mr. Sagar for his valuable advice and direction which he
provided to me during the course of my project. I am grateful to all the members & the faculty of
college for their constant support and inspiration throughout the lifespan of the project.
I express my deep sense of gratitude and sincere thanks to my project guide
Prof.Pradnya Bhandare for his constant guidance, co-operation and advice, which is helped me
in completing the project successfully.
Last but not the least, I would like to thank all my family members and friends for their
constant co operation and inspiration and direct or indirect help without which this project could
not be completed.
PRADEEP SINGH
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Executive summary
The objective behind this project is to understand how the market research& sales
promotion function are carried out in fosters packaged drinking water {Pune}. The project
report required a thorough study of the various section at all the levels and To conduct the detail
study a print questioner was prepared for the retailer, sales man and the distributor of FOSTERS
PACKAGED DRINKING WATER of my area and also some questioner where prepared for
AQUAFINA products but only to the retailers so than we come to know what is the actual
market of FOSTERS PACKGED DRINKING WATER and AQUAFINA and this help us toknow the market value of FOSTERS PACKAGED DRINKING WATER . Where half of the
information with the first hand, these question help us to know what is the reaction of the
retailers about FOSTERS PACKAGED DRINKING WATER products and what we find that
the products of FOSTERS PACKAGED DRINKING WATER are more good in demand than
that of AQUAFINA. A very good conclusion has been come to know that there is a very big gap
between the retailer and all the sales man who give the retailers the FOSTERS PACKAGED
DRINKING WATER products is the gap of communication further we can see in the suggestion
and conclusion part. Further also the survey involved quantities as well as qualitative research so
as to get a vivid picture of the entire scenario quantitative research was carried out through well
structured and designed questionnaire data collected from the survey was analyzed and
conclusion is drawn, based on the information and analysis made the recommendation or
suggestion were put across to the company to improve or increase the selling and distribution of
FOSTERS PACKAGED DRINKING WATER.
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TABLE OF CONTENTS
CHAPTER NO CONTENTS PAGE NO.1. Introduction 1-
2. Objectives 15
3. Methodology 18
4. Company Profile 25
5. Literature survey 35
6.Data presentation 39
a. Data collection 40
b. Data analysis 42
7. Conclusions 56
8. Limitations / future scope 58
9. Recommendations 60
10. Bibliography 63
11.Annexure 65
INTRODUCTION most important liquid in the world. WithoutWater is the most important liquid in the world. Without water, there would be no life, at least
not the way we know it. In today's living condition, the need for Pure Drinking Water is
becoming the issue for the common Man.
Eighty percent of the human metabolism consists of water. This is the reason why 90% of human
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diseases are water borne. There are 3 types of water impurities, which are root cause of water
borne diseases.
1.Microbiological-Bacteria / virus.
2.Dissolved impurities - chemical.
3. Imbalance of Mineral Content.
There are rapid changes that are taking place in our environment since long and the air and the
water pollution is on an increase. The main source of drinking water is river and downstream
which also have not been able to escape the pollution. When a consumer became aware of the
problems caused by water pollution the market saw an advent of ceramic water filters, which
filters the dust and suspended particles but dissolved impurities and microbiological impurities
are not cleared out. The mineral balance is also not maintained.
1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter thewater. It deactivates microbiological impurities to an extent but has side effects due to iodine and
it does not take care of dissolved impurities mineral balance.
Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates bacteria to a
great extent. It maintains the odor and color of water but does not clear out the dissolved
impurities and mineral particles. Thus came advent of mineral water.
Historically, the need for purified water within Indian homes had been kept down to a minimum.
Essentially, there were three types of water that was used for different purposes. The first type
was used for rinsing. The second type, which was used for cooking, was cleaner and kept
covered. The third type was the cleanest drinking water and was very often boiled before use.
Since an average family needed a small quantity, not more than five or six liters a day boiled and
filtered water had been a convenient solution for some time .The fallouts were obvious. It was
very difficult to convince the people that purification system was worth the price. There was no
visible way to demonstrate the benefit. The otherwise somnolent market began to change once
companies like Eureka Forbes targeted the office segment, while the mineral water players went
after travelers. Ion Exchange was the only company, which had any measure of success in
entering homes with Zero-B. But clean drinking water returned on the national agenda a little
later..
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Literature survey
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Mineral water is water containing minerals or other dissolved substances that alter its
taste or give it therapeutic value, generally obtained from a naturally occurring mineral spring or
source. Dissolved substances in the water may include various salts and sulfur compounds.
Mineral water can be sparkling (with effervescence), or still (without effervescence).
Traditionally, mineral waters were used or consumed at their source, often referred to as "takingthe waters" or "taking the cure," at sites such as spas, baths or wells. The term spa was used for a
place where the water was consumed and bathed in; bath where the water was used primarily for
bathing, therapeutics, or recreation; and well where the water was to be consumed. Active tourist
centres have grown up around many mineral water sites since ancient times, such as Hisarya
(Bulgaria), Vichy (France), Jermuk (Armenia), Yessentuki (Russia), Spa (Belgium), Krynica-
Zdrj (Poland), Sulphur Baths (Tbilisi, Republic of Georgia) and Bath (England). Tourist
development resulted in spa towns and hydropathic hotels (often shortened to "hydros").
In modern times, it is far more common for mineral waters to be bottled at source for distributed
consumption. Travelling to the mineral water site for direct access to the water is now
uncommon, and in many cases not possible (because of exclusive commercial ownership rights).
There are more than 3,000 brands of mineral water commercially available worldwide.
The more calcium plus magnesium ions are dissolved in water, the harder it is said to be; water
with few dissolved calcium plus magnesium ions is described as being soft.
The U.S. Food and Drug Administration classifies mineral water as water containing at least 250
parts per million total dissolved solids (TDS), originating from a geologically and physically
protected underground water source. No minerals may be added to this water.
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However, in many places, the term "mineral water" is colloquially
used to mean any bottled carbonated water or soda water, as
opposed to tap water. Further reading
LaMoreaux, Philip E., & Tanner, Judy T, ed. (2001), Springs and bottled water of the world: Ancient history, source, occurrence, quality and
use , Berlin, Heidelberg, New York: Springer-Verlag, ISBN 3-540-61841-
4, retrieved 13 July 2010
To know much more about the mineral water and the market competitor of foster I did this
project.
Water is the most important liquid in the world. Without water, there would be no life , at least not the way
we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the
common Man.
OBJECTIVES
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-To study the sales growth of Foster in the Market.
-To study Promotion Strategies carried out in Foster.
- To know the competitor of Foster.
- To find out the Brand Position of Foster.
RESEARCH METHODOLOGY
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METHODOLOGY
The advanced learners dictionary of current English lays down the meaning of research as acareful investigation or inquiry especially through search for new facts in any branch of
knowledge.
Readman and Mory defines research as A systematized effort to gain new knowledge.
The project was to involve a detail study of the market based on the consumers. The
markets available for the study were the retail shops, hotels and clubs. For estimating the market
potential and our own brands market share different methods of primary data collection were
employed in the form of questionnaire, structured and unstructured interviews and methods for establishing facts about building marketing insights for packaging margins etc.
RESEARCH APPROACH:-
There are different research approaches and the research instruments that were employed during
the research work. The common research approach for collecting the primary data are
observations, focus group, surveys and experiments.
In this case, a general survey to gain knowledge about the market, Survey was undertaken where
particularly information was gathered
RESEARCH INSTRUMENTS:-
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Marketing researchers have a choice of two main research instruments in collecting primary data
questionnaire and mechanical devices. Mechanical devices are used frequently in marketing
research. Mechanical devices hold no relevance for this study and thus only questionnaire was
used.
A questionnaire consists of a set of questions presented to respondent for their answers. Because
of its flexibility, the questionnaire by far the most common instrument used to collect the primary
data. Questionnaire had to be carefully developed, tasted and debugged before they are
administered on large scale. In preparing a questionnaire, the professional marketing researcher
carefully chooses the question and their form, wording and sequence. In addition, the form of the
question asked can influence the response
In this case too, questionnaire method was followed to collect primary date with respect to the
Project which was finally implemented after pre testing closed end, multiple choice questions
Were followed after pre testing and three different type of questionnaires were used (for details
see appendix) closed end multiple choice questions were used so that minimum time of
consumers / respondents is consumed.
(A) DEALERS QUESTIONNAIRE: this questionnaire was designed for various retailers,
Which pass on these types of items to the ultimate customer?
(B) CUSTOMER QUESTIONNAIRE
(C) RETAILERS QUESTIONNAIRE
CONTACT METHODS:-
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Once the sampling plan has been determined, the marketing researcher must decide how the
subject should be contacted. The choices are mail, telephone, or personal interviews. Telephone
could not be an effective medium for getting the first hand responses pertaining to the study.For the purpose of the market survey, I design the research based on primary data. For the
collection of primary data, I designed the structured questionnaire for two levels first, for hotel
industry/ restaurants and secondly, for retail shops package drinking water, for filling the
questionnaire. I will use method of direct interview.
Secondary data will be used to supplement the primary research and in terms of capacity and profile of
package drinking water industry. Method was adopted to collect the data related to the study.
HOW IT WAS DONE:-
1. Research Problem for the present study
Analyzing the market of Fosters package drinking water and soda in Pune city.
2. The research plan: - The research plan is designed for gathering the needed information.
Designing research plan calls for definitions on the information (data) sources, research
approach, research instruments, sampling plan and contact method.
3. Data Source: - The plan calls for gathering both the secondary and primary data. Secondary
data already exists, having been collected for some other purpose, while primary data consists of
original information collected for the specific purpose.\
Primary data: In order to have first hand information to know the perception, preference And
liking of the customers / consumers visiting various retail shops. All these persons are also
interviewed to know their feelings and attitudes about the facilities (margins, discount) and the
services (promotional and other benefits) that the company people provide them.
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Secondary data: for the project were collected from:
1. Various publications on related subject.
2. Various publications on the area of work.
3. Newspapers, journals & Business Magazines.
STEPS IN RESEARCH DESIGN PROCESS
1. Define the research problem
Research problem definition involves specifying the information needed by management.
2. Estimate the value of the information to be provided by the research
Descriptive research is characterized by a high degree of flexibility tends to rely on
Convenience sample.
3. Select the data collection method (s)
Survey research, information directly from respondents shops.
4. Select the measurement technique
Questionnaires, instrument for asking information directly from a respondents on the
Basis of question asked by interviewer.
5. Select the sample (primary considerations) Population, sample frame, sampling unit, sampling
method (non-probability), Sample size, sample plan, and execution.
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6. Select the analytical approach
Data analysis involves converting a series of recorded observations into descriptive
Statement and/ or inferences about relationships.
7. Evaluate the ethics of research
Ethically sound research considers the interests of the general public, the respondents, the
Clients, and the research profession as well as those of the researcher.
8. Estimate time and financial cost
Research plan:-
1. Area: since my research was pertaining to package drinking water and soda in retail counters,
malls, multiplexes & hotels of Pune markets. Therefore all the composite shops were included in
the area of my research.
2. Sample size: there are about 70 shops, 4 multiplexes, 40 hotels in the different areas. On an
average 350, 170 & 45 carats of water, soda respectively. My sample size was about 70composite shops.
3. Respondents: I visited at least once every counter of the respective areas. My respondents were the
owner of the shops, salesman and purchase or food and beverages managers of different hotels.
Method of collection:-
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For the collection of the data I adopted questionnaire method. For the purpose I had prepared a
questionnaire and went to the respondents with that. My research was related to excise and
package drinking water trade, so that a some places a lot of problems in collection of data,
therefore instead of questionnaire I adopted interview method so that I could make my
respondents feel easy. For appointment I used telephone in case of shops I have taken special
permission from the contractor to visit his shops.
4. COMPANY- PROFILE
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Aquatech crystal water pvt. Ltd.
About Company:-
We are quality pet performs manufacturers in India with state of the art technology. Fosters aninternational beverage brand, was launched in India in 1999. One of the most well known brands
across the world, Fosters quickly established its position as one of the leading beverage brands in
India as well. Today, the fosters range of beverages includes Fosters lager beer and Fosters
packaged drinking water.
Company Profile
Company Name: - Aquatech crystal waters Pvt. Ltd.,
Country/Territory: - India
Address: - 7/3&7/4, Swar-Sudha, Pinnac memories, Kothrud, Pune-
411038. Maharashtra, India
Products/Services We Offer: - We offer international quality of water. This includes
Pressure sand filtration, reverse osmosis process, micron
Filtration & a host of other processes to ensure the water
100% pure, has a longer shelf life & smoother test.
Business Type: - Manufacturer
Industry Focus: - Packaging Product Stocks, Packaging Related
Machinery, Packaging, Printing Projects,
Geographic Markets: - Worldwide
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No. of Employees: - 11 - 50 People
Annual Sales Range (USD):- US$1 Million - US$2.5 Million
Year Established: - 1999
Legal Representative/CEO: - Hitesh mahendra kering
CompanyPerspectives:
The vision of Foster's Group Ltd. is Inspiring Global Enjoyment. Whether through beer, wine,
spirits, leisure, or property, Foster's premium products inspire enjoyment around the world.
Foster's mission is to build premium quality, first-choice brands, deliver service excellence to
customers and consumers, generate superior returns for shareholders, create an inspiring
workplace, and be welcomed in the communities in which we operate.
KeyDates:
1888: W.M. and R.R. Foster build a large brewery near Melbourne.
1907: Carlton and United Breweries Proprietary (CUB) is formed when the Foster brothers
merge operations with five other breweries.
1981: Elder Smith is merged into Henry Jones, forming Elders IXL Ltd.
1986: The Company acquires Courage Brewing Ltd., followed by Canada's Carling O'Keefe
Breweries in 1987.
1989: Carling O'Keefe and Molson form a joint venture, Molson Breweries of Canada.1990: John Elliott resigns as chairman and CEO, and Elders IXL changes its name to Foster's
Brewing Group Limited.
1992: Molson Breweries Chief Ted Kunkel becomes CEO.
1996: Foster's acquires Mildara Blass, one of Australia's leading premium wine companies, and
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Rothbury.
1998: Foster's acquires the Austotel hotel chain, making it Australia's largest operator of hotels.
2000: Foster's acquires Beringer Wine Estates for about a$2.9 billion (US $1.2 billion).
2001: Foster's merges the Beringer and Mildara Blass wine businesses, renaming the division
Beringer Blass Wine Estates; the company removes "Brewing" from its formal name, becoming
Foster's Group Limited.
Company History:
Foster's Group Limited, whose beer commercials once taught drinkers to speak Australian, has
also developed a taste for fine wine. With its purchase of California leader Beringer Wine
Estates, Foster's has evolved into a "global premium beverage company." The Group's Beringer
Blass division sells about 15 million cases of wine per year in more than 67 wine markets.
The company produces and markets the most famous beer of the land Down Under, Foster's
Lager, as well as the country's other leading beer brands, such as Victoria's Bitter and Crown
Lager. One of the world's largest brewers, Foster's has brewing operations in Australia, Fiji,
Vietnam, India, and China, plus wine operations in Australia, Chile, the United States, the
Netherlands, France, and Germany.
Origins: From Jam to Beer
Though Foster's predecessors date to the late 19th century, many sources trace the company's
emergence as a major force in Australian business to the activities of one man, John Elliott.
Through an astonishing series of acquisitions over the course of more than a decade, Elliott
assembled a major conglomerate using a moderately sized jam company as its nucleus. At about
the age of 30, Elliott returned to Australia after a brief stay in the United States, where he hadworked as a consultant. Beginning in the early 1970s, with his only significant business
experience consisting of a short stint at Australia's largest corporation, Broken Hill Proprietary
Co. (BHP), and a six-year engagement at the American consulting firm of McKinsey & Co. (two
of those years in Chicago, and four in Australia), Elliott set out to conquer the business world
from the top, running his own company rather than working his way up from within one. After
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rounding up about A$30 million in backing from a collection of Australian business leaders,
Elliott purchased Henry Jones (IXL) Ltd., a Tasmanian company whose main businesses were
making jam and canning fruit. (IXL was the food company's lead brand of jam. Its name was a
phonetic spelling of "I excel.") Henry Jones grew during the rest of the 1970s through a series of
acquisitions of companies that could provide necessary auxiliary services, including canning,
packing, milling, and freezing operations.
Evolution of Elders IXL in the 1980s
The rest of the 1980s was marked by a nonstop series of acquisitions in a variety of industries,
including mining operations and more beer companies. One result of this period was Elliott's
reputation as one of a rising breed of Australian takeover artists, a group whose members
included Holmes Court, media mogul Rupert Murdoch, and Alan Bond (also known as the man
who took America's Cup out of America). The takeover of CUB, the largest in Australia up to
that time, also created a substantial debt for Elders. The strategy for reducing the debt was to sell
off the unprofitable parts of the various acquired companies at the same time new ones were
being sought. For example, by the middle of the decade, there was no longer a Food division atElders, whereas food was once the company's core industry. By 1986 the old jam factory in the
suburbs of Melbourne, now housing the company's headquarters, was nearly the only remnant of
the old version of Elders. Also dumped were the 350 pubs once controlled by Carlton & United.
Among the company's purchases during the mid-1980s was a 40 percent stake in Roach Tilley
Grice & Co., a major Australian stockbrokerage, and a 20 percent interest in Kidston Gold Mines
Ltd., both in 1984.
In 1985, Elliott launched a takeover bid for Allied-Lyons PLC, a company four times the size of Elders. Elliott's initial bid for Allied, a British brewery and food conglomerate in which he
already held a 6 percent share, totaled A$2.3 billion, the money coming from a multinational
banking syndicate led by Citicorp. The move for Allied reflected a desire on the part of Elders'
management to expand substantially into European markets, prompted by the limitations of
Australia's population of only 15 million.
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Foster's as Primary Business in 1990
In 1989, Elders merged its North American beer operations (Carling O'Keefe) with Toronto's
Molson Breweries. (In 1998, Foster's sold its 50 percent interest in Canadian Molson Breweries
for A$1.1 billion.) At the time of its creation, the joint venture controlled 53 percent of the beer
market in Canada. Other events of 1989 reshaped the company's future and ultimately led to
Elliott's departure from the company he had built into an international empire. Harlin Holdings
Group, a private investing firm owned mainly by Elders managers and led by Elliott, bought a 17
percent stake in Elders to secure the company from bids for control by outsiders. Australian
regulators ruled that Harlin had to extend its offer of A$3 per share to all shareholders. As a
result of this decision, Harlin embarked on what amounted to a takeover campaign for Elders,
and ended up with a 56 percent holding in the company. This was a far greater share than the
group had intended to purchase, and the Harlin Holdings Group found itself a$2.8 billion in debt.
Concentration on Brewing in Mid-1990s
By the mid-1990s Foster's was a pared-down version of its former self, with sales whittled from a
high of a$17.6 billion in 1989 to A$7.2 billion in 1994. Under the direction of CEO Kunkel, who
had earned a reputation as a skilled brewer and manager while at Foster's Carling O'Keefesubsidiary in Canada, the company turned its attention from the 1980s upheaval to concentrate on
the business of brewing and selling beer.
Kunkel soon found that his work was cut out for him. Although his company controlled enough
brands to give it leading shares of the Australian and Canadian markets as well as a number two
rank in the United Kingdom, its namesake brand, Foster's, was struggling at home. Inextricably
linked to the conspicuous consumption of the 1980s, the brand quickly fell out of favor in the
recession-battered 1990s. In spite of (some analysts claimed because of) expensive marketingcampaigns, and as budget-conscious Aussies traded down to cheaper brews the market share for
Foster's Lager was halved from about 16 percent in 1987 to seven percent by 1993. Perhaps more
ominously, Australia's already-small domestic market was shrinking at an alarming rate due to a
combination of demographic, social, and economic factors. Kunkel refused to sacrifice Foster's
profit margin, telling Forbes magazine's Subrata Chakravarty, "I'm not a discounter, I'm a brand
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builder." Fortunately for the company, many of the beer drinkers who remained, opted for
another Foster's brew, Victoria Bitter, making that labels the nation's leading brand by 1993.
A Millennial Move into Wine
The year 2000 heralded an era of dramatic change for Foster's. That year, Foster's acquired
Beringer Wine Estates, a leading U.S. wine company, in a transaction valued at a$2.9 billion. As
a result, Foster's transformed itself from a beer business with a Wine division into "a global
premium-branded beverage company." Building on its 1996 purchase of Mildara Blass, the
Beringer acquisition gave Foster's access to more than 10,000 acres of vineyard in California,
high-end brands such as Meridian and Stag's Leap, and in the context of slow growth in the
company's core beer business, a chance to expand Beringer brands into Asia and Europe while
marketing Mildara brands in the U.S. through Beringer distribution networks. The acquisition
significantly affected the company's composition. Beringer doubled the size of the company's
wine business and increased the portion of its profits from overseas. The acquisition prompted a
flurry of discussion about merger activity and global consolidation of the wine industry, as
producers sought lower costs and larger, high-growth markets such as Asia. The purchase sealed
the Foster's Group's drive to build a well-balanced business with strong cash flows, growth prospects, and diversity of investment risk.
Principal Subsidiaries: Australian Leisure and Hospitality (Liquor Shops and Hotels); Beringer
Blass Wine Estates; Bourse du Vin International (Wine Club, the Netherlands); Cellarmaster
Wines Pty. Ltd. (Wine Club); Carlton and United Breweries Limited; The Continental Spirits
Company; Foster's USA (U.S.; 49.9%, Beer Distribution); Heinrich Maximillian Pallhuber (Wine
Club, Germany); The Lensworth Group Limited (Investments); Windsor Vineyards (Direct-Wine
Marketer, U.S.).
Additional Details
Public Company
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S T R E N G T H S : -
Established name as company is operating since 1857 successfully, so
has got a very strong customer loyalty.
Its purification process is very high than its competitors. .
Company is enjoying the advantage of latest technology of production.
Fosters packaged drinking water is having its own depot at Pune.
Low rates as compared to the nearest Competitors like Bisleri, Aquafina, and Kinley.
W E A K N E S S E S
The high price of 20 liter jars
We are unable to provide chilled water
Poor after sale services
Promotion of product is rare
Poor distribution channels & irregular visit in the market.
High price of 1ltr. Water as compared To the local players.
O P P O R T U N I T I E S
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Wide market still remains unexplored
People are getting more health conscious
Municipalities are supplying impure water.
Can increase its market shares byn advertisements and aggressive marketing. Company can use
more of its production capacity.
Company has license to serve package drinking water in all over India so company can easily
go for other states in order to tap the large unrepresented market.
T H R E A T S
Bisleri, Aquafina and other companies are serving packaged drinking water in all over India.
Competition from other companies and well-established brands operating in the market.
Consumers are becoming more brands loyal rather than quality conscious.
Attractive schemes are provided by the competitors for their brand promotion.
Public Relation & Promotional activities are inadequate in Jaipur city.
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Local players like Intimate, Yash, Vinayak are growing at a very fast rate especially at bus
stands and railway station area.
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6. Data presentation
A. Data collection :-
RATE LIST PACKAGED DRINKING WATER
Size Brand
Name
Rate Per
Case (RS.)1 Liter Fosters 85
Aquafina 100
Bisleri 113Sumeru 60Real-aqua 74Kinley 110Narmada 63Kingfisher 90Oxyrich 95
2 Liter Fosters 120Kingfisher 125
Bisleri 1535 Liter Fosters 30
Bisleri 40Kingfisher 32
20 Liter Fosters 35Kingfisher 40Bisleri 55
SCHEMES FOSTERS PACKAGED DRINKING WATER 1 Liter. Packaged drinking water, Rs.118, 5 cases + 2 cases extra
KINLEY
3 case of packaged drinking water (any size), 6 glasses free.
AQUAFINA
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1 Later. Packaged drinking water, Rs. 124, 1 case+2 bottles extra.
2 Liter. Pepsi, Rs. 387, 1 case+ 4 bottles of Aquafina extra.
LEHAR
500 ml soda, Rs. 216. 1 case+ 2 bottles extra.
BISLERI
1 liter. Packaged drinking water, Rs. 128, 1 case+2 bottles extra.
B. DATA ANALYSIS
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Pune city Market Dealers & Customer & Retailer Analysis
-TO DEALERS SURVEY ON ROUT NO-9 :-
Are you satisfied with the supply facility of FOSTERS PWD with regard to final
delivery?
1) Yes
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2) No
OPTION DATA
YES 7 NO 3
%TOTOTOTOTO
I surveyed in Pune city rout no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad
nager, Sashana nager, Mohammad wadi, Chintamani nager, Fatima nager, Wanavari, Nibm,
Kondhwa, Railway station road, Dhole patil road, Tadiwala road, Fursungi road. I found that
there dealers are satisfied with fosters brand & found that there was good supply of products. I
visited 10 outlets in a day & found that 70% dealers were happy with supply but 30% were not
happy.
How is the customer response?
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1) Positive
2) Negative
3) Neutral
Option DataPositive 5
Negative 3 Neutral 2
I surveyed in Pune city route no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad
nager, Sashana nager, Mohammad wadi, Chintamani nager, Fatima nager, Wanavari, Nibm,
Kondhwa, Railway station road, Dhole patil road, Tadiwala road, Fursungi road. I found that
consumer response was good according to them. The ratio is 50% positive response, 30%
negative response & 20% neutral.
Are you satisfied with the offered margin?
Bislery
1) Yes
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2) No
3) No Answer
Option DataYes 6
No 3 No Answer 1%
Acquafine
12%
I surveyed in Pune city rout no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad
nager, Sashana nager, Mohammad wadi, Chintamani nager, Fatima nager, Wanavari, Nibm,
Kondhwa, Railway station road, Dhole patil road, Tadiwala road, Fursungi road. I found that
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there 60% dealers were satisfied with profit margins & 30% were not satisfied & 10% dealers
didnt want to give any answer.
TO CUSTOMER SURVEY ON ROUT NO-9
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Which product do you use in PDW?
1) Fosters
2) Bisleri
3) Aquafina
4) Other
Option DataFosters 15Bisleri 60
Aquafina 20Others 05
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I surveyed in Pune city rout no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad
nager, Sashana nager, Mohammad wadi, Chintamani nager, Fatima nager, Wanavari, Nibm,
Kondhwa, Railway station road, Dhole patil road, Tadiwala road, Fursungi road. I found that
Customer mostly preferred Bisleri 60% & after that 20% Aquafina & after that come under the
Fosters 15% & others always come 5% so that we can say that Bisleri is the market leader
because Foster is a new brand.
-Are you satisfied with the quality of the product?
1) Strongly satisfied
2) Satisfied
3) Not satisfied
Option DataStrongly Satisfied 20Satisfied 30Not Satisfied 50
I surveyed in Pune city rout no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad
nager, Sashana nager, Mohammad wadi, Chintamani nager, Fatima nager, Wanavari, Nibm,
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Kondhwa, Railway station road, Dhole patil road, Tadiwala road, Fursungi road. I found that
50% people didnt satisfy with the product. They said that this is not a Indian brand why should I
have it. 30% people did satisfy with the product & 20% people strongly satisfied with the quality
of product.
-Which attribute do you like most in our product?
1) Packaging
2) Quality
3) Price
4) Others
Option DataPackaging 30Quality 35Price 25sOthers 10
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In this area Bislery taking 34% market. After that close fight between Acquafine and Fosters
with 25% and 22% respectively. Others are taking remaining 19% market of PDW.
Market Summary
Total Out-Let Visited 20
Fosters Presence 6
What changes you want us to work on?
1) Packaging
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2) Price
3) Quality
4) Advertising
Option DataPackaging 20Price 35Quality 25Advertising 20
Bislery
36%
Acquafine
27%
From the above graph it is clear that Bislery is leading in the market with 40% share. Kingfisher
and Fosters is on 2nd and 3rd place with 30% and 20% market share respectively. And
Acquafine has low market share only 10%.
Market Summary
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Total Out-Let Visited 20
-TO RETAILERS SURVEY ON ROOT NO-9:-
Which brand of water bottle you sale?
a. Fosters.
b. Kinley.
c. Aquafina.
d. Bisleri.
e. Others
Option DataFosters 100Kinley 125Aquafina 150Bisleri 175Others 50
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In the area of Shalunki vihar- Bislery is the market leader with 46% market share after that
Acquafine with 23% and then Foster are with 15% and finally others capture 16% market in
PDW.
Market Share
Total Out-Let Visited 32
Fosters Presence 12
Good Presence of Fosters 4
The brand customer prefer more:
a. Fosters.
b. Kinley.
c. Aquafina.
d. Bisleri.
e. Others.
Option DataFosters 100
Kinley 100Aquafina 150
Bisleri 200
Others 50
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As the graph clearly show that Bislery is again the market leader with 38% market after thatAcquafine with 27% market. Than others capturing 21% and finally Fosters with 14 % market
share.
Market Summary
Total Out-Let Visited 24
Fosters Presence 5
Good Presence of Fosters 0
Not Presence
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Why do you prefer to sell this particular brand?
a. Availability.
b. Customer Demand.
c. Quality.
d. Profit Margin.
Option DataAvailability 200Customer Demand 100
Quality 100Profit Margin 200
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Here the competition is tuff. Bislery share is 34%, Acquafine with 25% and very close to 2nd,
Fosters with 22% share in market. Other takes 19% market share.
Market Summary
Total Out-Let Visited 26
Fosters Presence 11
Good Presence of Fosters 4
Not Presence 15
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On what basis customer prefer to purchase mineral water?
a. Brand.
b. Quality.
c. Price.
d. Availability.
Option Data
Brand 100
Quality 150
Price 200
Availability 150
In this area Bislery is leading the market with 42%, share. In second place others come with 27%
share and third and fourth place is captured by Acquafine and Fosters with 19% and 12%
market share.
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Market Summary
Total Out-Let Visited 24
Fosters Presence 13
Good Presence of Fosters 2
Not Presence
Do you get any customer complaints for Fosters?
a. yes
b. no.
Option Data Yes 350No 250
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According to our survey in Mohamadwadi, Fosters is the market leader having 36% share.
Bisleri
Has 30%. Acquafine is on 3rd place with 26%. With 8% share others is on 4th place.
Market Summary
Total Out-Let Visited 23
Fosters Presence 4
Good Presence of Fosters 0
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Total Out-Let Visited 23
Fosters Presence 5
Good Presence of Fosters 1
Not Presence
FINDINGS:-
Most of PWDs consumers are using Bislery because it is most branded and trustworthy.
Consumer who use Fosters product branded name of SKOL group. And rational price.
Fosters is first largest in Australia but not in India. Bislery hold first position. Followed by
Aquafina.
Fosters has good supply chain. And availability of staff and team.
People are saying:
Fosters is in beer segment not in water segment & why should
We take this one because its not an Indian brand.
Fosters soda gets flat very soon in compare to its competitor.
Retailer says that customer does not demand for PDW.
Packaging is not at all attractive as compare to its competitor.
The bottle is breakdown very easily.
Service is not available at the right time.
Customer gives headache if we dont give the brand of his choice.
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7. CONCLUSION
Fosters have developed 8 unique pack sizes to suit the need of every individual. It is also present
in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable packs & 5L,
20L which are the returnable packs.
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 address 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 availableeverywhere 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
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safety is not assured. Therefore, backed by a good distribution network mineral water industry
can grow at a rapid rate.
8. 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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More experienced candidates should be appointed as sales officers.
Catering service providers should be taken care of.
We should focus on the costumer more than the retailer for that local advertisement
would help us more like in local newspaper and magazines.
RECOMMENDATIONS
Advertisement to build the brand image that will provide the required ground to establish
the authenticity to the product. 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.
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.
To aware people the cost benefit analysis to the customer of how the mineral water wouldcost less and benefit more, because people using purifier system cost too much.
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10. BIBLIOGRAPHY
1. Philip Kotler, Marketing Management, 11th Edition.
2. www.aquatech.net.in.com
3. www.goolge.com
4. Kothari C.R., Research Methodology: Methods and Techniques, 2nd Edition.
5. www.fostersinternational.com
1. Marketing Management:-
2. Philip Kotler
3. Business Magazines
4. India Today Annual
5. Business Today
6. Business World
7. Websites
www.aquatech.net.in.
www.discovery.com
www.google.com
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11. Annexure
QUESTIONNAIRE
TO DEALER:-
Are you satisfied with the supply facility of FOSTERS PWD with regard to final delivery?
1) Yes
2) No
How is the customer response?
1) Positive
2) Negative3) Neutral
Are you satisfied with the offered margin?
1) Yes
2) No
3) No Answer
TO CUSTOMER:-
Which product do you use in PDW?
1) Fosters
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2) Bisleri
3) Aquafina
4) Other
Are you satisfy with the quality of the product?
1) Strongly satisfied
2) Satisfied
3) Not satisfied
Which attribute do you like most in our product?
1) Packaging
2) Quality
3) Price
4) Others
What changes you want us to work on?1) Packaging
2) Price
3) Quality
4) Advertising
TO RETAILERS:-
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1. Which brand of water bottle you sale?
a. Fosters.
b. Kinley.
c. Aquafina.
d. Bisleri.
e. Others.
2. The brand customer prefer more:
a. Fosters.
b. Kinley.
c. Aquafina.
d. Bisleri.e. Others.
3. Why do you prefer to sell this particular brand?
a. Availability.
b. Customer Demand.
c. Quality.
d. Profit Margin.
. 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 Fosters?
a. yes
b. no.
6. Are your suggestions considered by the company?
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a. Yes
b. No.
8. When customers talk of mineral water, which brand comes into his mind?
a. Fosters.
b. Kinley.
c. Aquafina.
d. Bislery