53136776 Summer Training Report on Kingfisher Packaged Drinking Water 130418052738 Phpapp02

8/11/2019 53136776 Summer Training Report on Kingfisher Packaged Drinking Water 130418052738 Phpapp02

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1

CHAPTER –1

INTRODUCTION



1.1 INTRODUCTION OF THE PROJECT

Project Title :

“Comparative analysis of packaged drinking water of Kingfisher with other market

players”

Name of the Organization:

UNITED !E"E!IE# $!%U& 'U $!%U&(

Name of the Company :

KIN$)I#*E! +I,ITED

Manufactured & Marketed By:

ICEE!$ )%%D# +I,ITED

Project Head & uper!i"or:

,r- ,angesh .rnalkar '!egional #ales ,anager(

Project #uration:

/ th 01ne 2343 to 53th 01ly 2343

2



The "tudy $a" made to impro!e the %ingfi"her" market potential in the Pune market in retail

"egment' and for thi" ( had undertaken the a)o!e mentioned project* #uring my "ummer training

at %ingfi"her (B+ ,T#*' ( completed the project in corporate sale and market share of packaged

drinking water product of %ingfi"her (B+ ,T#* -nd the focu"ing area" of my "tudy $ere a"

follo$":.

- detailed "tudy' con"i"ting of product !ariety' corporate "ale etc* of packaged drinking $ater

of %(N/+(H01 (B+ ,T#*

-n o)"er!ational "tudy packaged drinking $ater indu"try and market "hare of %(N/+(H01

(B+" product"*

- detail under"tanding of all the competiti!e )rand" of %(N/+(H01 (B+" packageddrinking $ater*

-""e""ing the )rand a$arene"" of %ingfi"her in Packaged #rinking 2ater "egment*

+inding out the )a"i" on $hich' dealer" and cu"tomer"' prefer )uying Packaged #rinking

2ater*

My project $a" to "upport "ale" promotion for (C0B01/ +OO# ,(M(T0#* (t $a" carried

out in P3N0 city* The place i" hea!ily indu"trialized' )ut mo"t of the people $ere not a$are of

our product* Main $ork of the project $a" to co!er all the retailer" and approaching them

per"onally* (t $a" done )ecau"e of una$arene"" of the product" characteri"tic"*

/oing to retailer" and a"king them to keep our product in front* o that people can try that*

#ifferent market" $ere co!ered and fir"tly' "ur!ey $a" done that $here our product i" in le""

demand*

My $ork $a" to empha"ize on tho"e $ork $hich can "pread information !ery fa"t* o it $a"only retailer $ho $ork" a" )ottle neck in $hole di"tri)ution channel* My $ork $a" to handle

them and con!incing them going per"onally* -ccording to "ur!ey ( ga!e time to tho"e place"

$here penetration $a" more*

3



-" $e "ee it' re"earch in ad!erti"ing and marketing i" !ery crucial in under"tanding'

"peculating on' and ultimately determining the po"ition of the product in the con"umer4" mind* (t

i" like a home$ork ta"k that a good ad!erti"ing5marketing5"ale" per"on $ould al$ay" carry out

)efore 6and after7 implementing the "aid product4" ad!erti"ing5marketing "trategy* By collecting

data $ith the help of re"earch method"' the re"earcher can manage to under"tand the con"umer'

$hat he $ant"' $hen he $ant" it' and ho$ he $ant" it* 1e"earch methodologie"' more or le""' aim

to re!eal con"umer" different perception" of the product' in large part a)out the $ay it i"

ad!erti"ed* The re"earcher $ant" to kno$ ho$ effecti!e the ad!erti"ement i" on hi" li"tener"'

$here the "trategy fall" "hort' and $here it can impro!e* 3ltimately' it can )e "aid that the mo"t

important ta"k of ad!erti"ing5marketing re"earch i" to increa"e the "ale" of the product* Thi"

re8uire" a $ell de!eloped marketing plan' a good kno$.ho$ of the pro"pecti!e con"umer' and

mo"t of all an effecti!e and rational re"earch methodology*

-lthough thi" "tudy i" conducted at "mall le!el 6only "ome part of Pune7 yet the finding" and

"ugge"tion" of it $ill help the management of the organization i*e* %ingfi"her Packaged #rinking

2ater' in )etter $ay to under"tand the detail "tudy of area" co!ering all the a"pect" of retail a"

$ell a" corporate "ale of %ingfi"her P#2 and it $ill al"o con"i"t the detail under"tanding of the

competiti!e )rand" of P#2* The "tudy $ill al"o help the organization in making deci"ion

regarding promotional "cheme" and al"o identified the hidden opportunity in the certain other

area other than retail "ale* o that' the retail con"umer may find the product more attracti!e*

(n my fir"t part' a report i" made on a detailed "tudy' compri"ing the product !ariety of the

packaged drinking $ater' the a"pect" of corporate "ale of packaged drinking $ater* The product

!ariety of the $ater i" nece""arily to )e under"tood )efore mo!ing into the market "o that one

could di"cu"" the plu" point" of the drinking $ater o!er the competitor" drinking $ater* The"tudy i" done )y "ur!eying the different retail outlet"' hotel"' re"taurant" corporate office" located

at Pune and near)y* The "tudy i" then ta)ulated' analyzed and re"ult e9tracted*

4



(n the "econd part' an o)"er!ational "tudy i" conducted in re"pect of market "hare of

corporate "ale of %(N/+(H01 (B" product"* Thi" $ill reflect my !ie$" and mea"ure"* (t al"o

include" the !i"it" of the place" $here other" competitor" "imilar product" $ere in"talled to get

their performance feed)ack and identified the hidden opportunitie" to "ell %(N/+(H01 (B+"

product"* The "tudy i" then ta)ulated' analyzed and the re"ult e9tracted*

(n the third part' method adopted for competitor" analy"i" in!ol!ed "ur!eying and

o)"er!ational "tudy of all the competiti!e )rand" of %(N/+(H01 (B+" packaged drinking

$ater "uch a" -8uafina' Bi"leri' O9yrich' %inley etc* follo$ed )y the compari"on of "ame* To

conducting the o)"er!ational "tudy' a large data ha" )een collected $hile !i"iting the !ariou"

outlet"' re"taurant"' corporate office" )y $ay of di"cu""ion"* The data collected ha" further )een

enhanced $ith "u) categorie" "uch a"' con"umption.$i"e re8uirement* The data o)tained' are

ta)ulated' analyzed and re"ult and recommendation are $orked out*

5



COMPANY PROFILE

ICEBERG FOODS LIMITED

(ce)erg +ood" ,td* i" a t$el!e year" old company in the indu"try and they are one of the

leading company ha!ing all (ndia right" for manufacturing & marketing packaged #rinking $ater

$ith a )rand name %ingfi"her; trademark o$ned )y famou" 3B;group & 1C Cola;

trademark o$ned )y 1oyal Cro$n Cola; $hich third large"t "elling "oft drink )rand in the

$orld $ith a pre"ence in almo"t all the countrie" of the $orld*

They are one of tho"e fe$ )rand" that ha!e got (( certification and are committed to

"upply pure and hygienic $ater* Their packaged drinking $ater i" manufactured under perfect

hygienic condition" a" per (( tandard" and they ha!e )een con"i"tent in "upplying <uality

product to all the cu"tomer"*

6



2e ha!e one of the )e"t di"tri)ution infra"tructure" in the )u"ine"" to pro!ide timely

"er!ice" to all our !endor"* Their product come" in a $ide range of package" like =>>ml' =?>ml'

?>> ml' @ltr' = ltr' ? liter"' => liter" & A>>ml & @*? liter" oda*

Their packaged drinking $ater i" )ottled in fully automatic plant $ith re!er"e o"mo"i"'

organization & ultra filtration proce""* -long $ith late"t pe"ticide" remo!al "y"tem through

acti!ated car)on filtration proce"" a" per 03 norm"*

They proce"" $ater $ith the mo"t modern' high tech e8uipment "odium filtration re"ulting

in not only healthy )ut al"o "$eeter packaged drinking $ater* Their packaged drinking $ater i"

manufactured under a !ery "trict in hou"e 8uality control "y"tem' en"uring that $hat $e drink i"

$hat nature intended*

7



Company Name: (ce)erg +ood" P!t* ,td*'

County!Te"toy: (ndia

A##e$$:

@@' Corporate -!enue' ona$ala ,ane'

/oregaon 607 Mum)ai D>> >AE*

Ph :D>>E>=@5=5E

0.mail : i)flmumFrediffmail*com

Po#u%t$!Se&"%e$ 'e O((e: %ingfi"her package"' drinking $ater' "oda and

rc cola"

Bu$"ne$$ Type: Manufacturer 5 upplier

In#u$ty Type: +MC/' +ood" & Be!erage"

Geo)ap*"% Ma+et$: 2orld$ide

No, o( Emp-oyee$: @@ . ?> People

Annua- Sa-e$ Ran)e .USD/: 3G@ Million . 3G=*? Million

Yea E$ta0-"$*e#: @I

M,D, Mr* 3me"h mallaya

Le)a- Repe$entat"&e!CEO: Mr* %i"hore -gra$al

Ta0-e 1,2,1 3 I%e0e) (oo#$ Lt# po("-e

8

mailto:[email protected]

mailto:[email protected]



F") 1,2,1 3 Pa%+e# #"n+"n) 4ate

Po#u%t 5uant"ty a&a"-a0-e

Natural pring 2ater =>>ml' ?>>ml' @ltr

Packaged #rinking 2ater =>>ml' ?>>ml'@ltr' =ltr"' ?ltr"' =>ltr"

oda E>>ml' A>>ml & =ltr"

1 C Cola E>>ml' A>>ml & =ltr" oda

Ta0-e 1,2,2 Po#u%t Ran)e

9



PARENT COMPANY

UNITED BRE'ERIES GROUP .UB GROUP/

+ig @*=*= 3B group logo

Un"te# Be4e"e$ Goup' )a"ed in Bangalore' i" the $orld4" =nd large"t )re$er and the large"t

in (ndia* The company market" mo"t of it" )eer under the %ingfi"her )rand and ha" al"o launched

%ingfi"her Premium Packaged #rinking 2ater & "oda' in (ndia*

The group i" headed )y #r* Jijay Mallya $ho i" al"o a mem)er of the (ndian Parliament* 3nited

Bre$erie" no$ ha" a near.monopoly o!er the (ndian )re$ing market' thank" to it" recent

takeo!er of the ri!al ha$.2allace company* The group o$n" the Mendocino Bre$ing Company

in the 3nited tate" and the group no$ i" eying to "ho$ it" mere pre"ence in packaged #rinking

2ater a" $ell*

M"$$"on

10



T*e )oup M"$$"on Statement em0o#"e$ t*e$e o06e%t"&e$6

• To a""e"" the company" image in !ie$ of retail"' )ooking counter agent' and con"umer*

• To li"t competitor" operating in the market*

• To )e the preferred employer $here!er $e operate

• To recognize the !alue of our human a""et"*

• To )e the partner of choice for cu"tomer"' "upplier"*

• To greater information a)out competing company" performance and marketing 0ffort" in

Pune city*

• Make recommendation a)out marketing effort" for promoting "ale" %ingfi"her; Packaged

drinking $ater & "oda in retail & )ulk "egment in Pune city*

A%*"e&ement$

11



• The large"t "elling Beer in (ndia*

• Command" a =K market "hare in the country*

• A )ottle" of %ingfi"her are "old e!ery "econd in (ndia*

• -!aila)le in ?= countrie" acro"" the glo)e*

• 2on the 2orld4" )e"t ,ite ,ager -$ard at the tockholm Beer +e"ti!al in @D.?*

• 2on the Bronze -$ard at the 4-u"tralian (nternational Beer -$ard"4 in the L(nternational

Packaged Beer ection for the year =>>>*L

• +ir"t Prize in the (nternational Beer -$ard" organi"ed )y the Ne$ ealand Hop

Marketing Board*

• +ir"t Prize for the la)el $ork category at the -"ian /rand Pri9 Cyrel =>>> ,a)el a$ard*

• /old Medal at the 2orld Beer Champion"hip held in Chicago in @*

• 2orld4" Be"t ,ite ,ager -$ard at the tockholm Beer +e"ti!al in @?*

ABOUT 7INGFISHER LTD

The %ing of /ood Time"; i" (ndia" )e"t."elling )eer' and from Mum)ai to #elhi' the local"

guzzle through million" of )ottle" annually* But although the )rand command" up to =K of it"

dome"tic market' unle"" you!e !i"ited (ndia or are a part.time connoi""eur of currie"' you may

not ha!e recognized %ingfi"her" 8ualitie" a" the perfect accompaniment to a chicken Jindaloo*

The Beer )rand" manufactured and marketed )y 3nited Bre$erie" ,td* ha!e al$ay" )een

recognized for their international 8uality* That4" Beer at it" )e"t for the di"cerning con"umer

12



1,2 FUNCTIONAL AREA OF THE PROJECT

In#u$ty type 3 FMCG ! Foo# 8 Be&ea)e$

Fun%t"ona- aea o( 4o+"n) 3 Sa-e$ 8 Ma+et"n)

There are many area" of marketing to $ork in like #e"ign' -d!erti"ing' Promotion"'

Con"umer a$arene"" Product a$arene"" etc* and the"e all area are originated through the

M-1%0T(N/ M( $hich con"i"t" of D P" i*e*

P1O#3CT. under thi" deci"ion taken are:

• The product it"elf 6de"ign' 8uality' packaging etc7

• The di!er"ification of the e9i"ting Product

P1(C0 . under thi" deci"ion" taken are :

• etting Price"

• #i"count"

• Credit rule"

P,-C0 . under thi" deci"ion" taken are :

• The )e"t $ay to "ell the product" to the cu"tomer" 6Channel" of #i"tri)ution7

• The tran"port "y"tem

13



P1OMOT(ON . under thi" deci"ion" taken are:

• -d!erti"ing

• ale" Promotion

• Pu)lic 1elation"

My +unctional area con"i"ted of analy"i" of all the a)o!e area" of %ingfi"her" Packaged

#rinking 2ater in re"pect to the other market player"* Thu"' my focu" $a" to kno$ the market

"hare of kingfi"her" packaged drinking $ater in !ariou" region" of Pune city along $ith the

market "hare of other leading )rand" like O9yrich' %inley etc*

Thi" area of $ork $a" more or le"" "imilar to' doing a market re"earch for the company* (n other

$ord"' $e can "ay that my area of function and "tudy $a" a part of Company" Market re"earch

#epartment*

14



15

CHAPTER –2

PROJECT DETAILS



2,1 LITERATURE RE9IE'

2,1,1 INTRODUCTION: 'ATER INDUSTRY

The tradition of )ottled $ater and mineral $ater i" not !ery old* 0!en in $e"tern countrie" the

practice of )ottled drinking $ater "tarted only in @?>"* ince ancient time people ha!e u"ed

$ater from mineral "pring"' e"pecially hot "pring"' for )athing due to it" "uppo"ed therapeutic

!alue for rheumati"m' arthriti"' "kin di"ea"e"' and !ariou" other ailment"* #epending on the

temperature of the $ater' the location' the altitude' and the climate at the "pring' it could )e u"ed

to cure different ailment"*

Thi" "tarted the trend of u"ing mineral $ater for drinking purpo"e" in order to e9ploit it"

therapeutic !alue* ince mid@>" large 8uantitie" of )ottled $ater from mineral "pring" in

+rance and other 0uropean countrie" )egan to )e e9ported* The concept of )ottled $ater i"

relati!ely "ucce""ful in $e"tern countrie" due to greater health con"ciou"ne""*

The international "tandard" regarding )ottled $ater are "o "tringent that for a particular )rand of

$ater to )e certified a" )ottled $ater' in mo"t countrie"' multiple le!el" of appro!al" are re8uired*

+or e9ample' in the 3nited tate"' the 0P- 60n!ironment Protection -gency7 regulate" pu)lic

$ater "y"tem"* The +#- of 3 ha" al"o "et "tandard" for )ottled $ater*

16



'o-# Bott-e# 'ate Ma+et

Annua--y %on$umpt"on 1;0"--"on -"te

E$t"mate# $a-e$ < 2== 0"--"on

Con$umpt"on )o4t* > ? pe yea

F") 2,1,1 3 Go4t* o( Bott-e# 'ate "n#u$ty "n t*e 4o-#

Go&enment Paamete$ (o 'ate In#u$ty

The go!ernment ha" laid certain parameter" for the $ater indu"try* They are a" follo$"'

@7 There "hould )e a good $ater ta)le in the plant area' $here e9traction $ill )e done*

=7 The proce""ed $ater "hould )e recycled through' $ater har!e"ting techni8ue"*E7 The proce""e" are re!ie$ed )y go!ernment agencie" from time to time and i""ued

certification thereafter*

17



F"): 2,1,2@ Go4t* "n Deman# "n In#"a

2,1,2 HISTORY OF MINERAL 'ATER

POP3,-1(TQ O+ M(N01-, 2-T01:

The tradition of )ottled $ater and mineral $ater i" not !ery old* 0!en in $e"tern countrie" the

practice of )ottled drinking $ater "tarted in @?>"* The trend of ha!ing mineral $ater gained

ground" in the market*

ince ancient time people ha!e u"ed $ater from mineral "pring"' e"pecially hot "pring"' for

)athing due to it" "uppo"ed therapeutic !alue for rheumati"m' arthriti"' "kin di"ea"e"' and !ariou"

other ailment"* #epending on the temperature of the $ater' the location' the altitude' and the

climate at the "pring' it can )e u"ed to cure different ailment"* Thi" "tarted the trend of u"ing

mineral $ater for drinking purpo"e to e9ploit the therapeutic !alue of the $ater* Thi" trend "tarted

gaining momentum in mid @>" and "ince then large 8uantitie" of )ottled $ater from mineral

"pring" in +rance and other 0uropean countrie" are e9ported e!ery year*

18



The concept of )ottled ha" )een 8uite pre!alent in $e"tern countrie" due to greater health

con"ciou"ne"" and higher a$arene"" a)out health and hygiene* The international "tandard"

regarding )ottled $ater are "o "tringent that for a particular )rand of $ater to )e certified a"

)ottled $ater it ha" to get appro!al" on four le!el": federal' "tate' trade a""ociation and indi!idual

company le!el"*

(n 3nited tate"' the )ottled $ater indu"try i" regulated on four le!el": federal 6)y the 3** +ood

and #rug -dmini"tration a" a food product7' "tate' indu"try a""ociation' and indi!idual company*

0P- 60n!ironment Protection -gency7 regulate" pu)lic $ater "y"tem"* +#- regulate" )ottled

$ater that cro""e" "tate line"*

OM0 O+ TH0 T-N#-1# /OJ01N(N/ TH0 BOTT,0# 2-T01 (N#3T1Q -10:

2ater i" cla""ified a" )ottled $ater or drinking $ater' if it meet" all applica)le federal and

"tate "tandard"' i" "ealed in a "anitary container and i" "old for human con"umption*

Bottled $ater cannot contain "$eetener" or chemical additi!e" 6other than fla!our"'

e9tract" or e""ence"7 and mu"t )e calorie.free and "ugar.free*

+la!our"' e9tract" and e""ence" .. deri!ed from "pice or fruit .. can )e added to )ottled

$ater' )ut the"e addition" mu"t compri"e le"" than one percent )y $eight of the final

product*

Be!erage" containing more than the one.percent.)y.$eight fla!our limit are cla""ified a"

"oft drink"' not )ottled $ater*

Bottled $ater may )e "odium.free or contain L!ery lo$L amount" of "odium*

Tap $ater u"e" Chlorine a" di"infectant )ottled $ater u"e" Ozone a" a di"infectant*

Bottled $ater "hould not contain chlorine*

19



2,1, HO' IS BOTTLED 'ATER DIFFERENT FROM TAP 'ATER

Con"i"tent 8uality and ta"te are t$o of the principal difference" )et$een )ottled $ater

and tap $ater* 2hile )ottled $ater originate" from protected "ource" . largely from underground

a8uifer" and "pring" . tap $ater come" mo"tly from ri!er" and lake"*

-nother factor to con"ider i" the di"tance tap $ater mu"t tra!el and $hat it goe" through )efore it

reache" the tap* (n compliance $ith international regulation"' )ottled $ater i" "ealed and

packaged in "anitary container"* (f a )ottled $ater product i" found to )e "u)"tandard' it can )e

recalled* Thi" can4t happen in ca"e of tap $ater*

-ccording to regulation" in the 3' $hen )ottled $ater i" "ource from a community $ater "y"tem

the product la)el mu"t "tate "o clearly* Ho$e!er' if the $ater i" "u)ject to di"tillation'

deionization or re!er"e o"mo"i"' it can )e categorized that $ay' and doe" not ha!e to "tate on it"

la)el that it i" from a community $ater "y"tem or from a municipal "ource*

Proce""ing method" "uch a" re!er"e o"mo"i" remo!e mo"t chemical and micro)iological

contaminant"*

20



2,1, TYPES OF BOTTLE DRIN7ING 'ATER

1, M"nea- 'ate:

Bottled $ater containing not le"" than =?> part" per million total di""ol!ed "olid" may )e la)eled

a" mineral $ater* Mineral $ater i" di"tingui"hed from other type" of )ottled $ater )y it" con"tant

le!el and relati!e proportion" of mineral and trace element" at the point of emergence from the

"ource* No mineral" can )e added to thi" product*

2, Pu"("e# 4ate

2ater that ha" )een produced )y di"tillation' de.ionization' re!er"e o"mo"i" or other "uita)le

proce""e"*

, Sp"n) 4ate:

Bottled $ater deri!ed from an underground formation from $hich $ater flo$" naturally to the

"urface of the earth* pring $ater mu"t )e collected only at the "pring or through a )orehole

tapping the underground formation finding the "pring*

, Ate$"an 'ate! Ate$"an 'e-- 'ate

-n arte"ian a8uifer i" a confined a8uifer containing ground$ater that $ill flo$ up$ard" out of a

$ell $ithout the need for pumping* -n a8uifer pro!ide" the $ater for an arte"ian $ell* -n a8uifer

i" a layer of "oft rock' like lime"tone or "and"tone that a)"or)" $ater from an inlet path* Porou"

"tone i" cru"hed )et$een impermea)le rock" or clay* Thi" keep" the pre""ure high' "o $hen the

$ater find" a hole' it o!ercome" gra!ity and goe" up in"tead of do$n*

21



, D"$t"--e# 'ate

Purified $ater i" $ater from any "ource that i" phy"ically proce""ed to remo!e impuritie"*

#i"tilled $ater and deionized $ater ha!e )een the mo"t common form" of purified $ater' )ut

$ater can al"o )e purified )y other proce""e" including re!er"e o"mo"i"' car)on filtration' micro

porou" filtration' ultra filtration' ultra!iolet o9idation' or electro dialy"i"* (n recent decade"' a

com)ination of the a)o!e proce""e" ha!e come into u"e to produce $ater of "uch high purity that

it" trace contaminant" are mea"ured in part" per )illion or part" per trillion* Purified $ater ha"

many u"e"' including in "cience and engineering la)oratorie" and indu"trie"' and i" produced in a

range of puritie"*

, Spa+-"n) 'ate

- "parkling $ater i" plain $ater into $hich car)on dio9ide ga" ha" )een di""ol!ed' and i" the

major and defining component of mo"t L"oft drink"L* The proce"" of di""ol!ing car)on dio9ide

ga" i" called car)onation* (t re"ult" in the formation of car)onic acid 6$hich ha" the chemical

formula H=COE7*

>, 'e-- 'ate

2ater $ell i" an artificial e9ca!ation or "tructure put do$n )y any method "uch a" digging'

dri!ing' )oring' or drilling for the purpo"e" of $ithdra$ing $ater from underground a8uifer"

2ell $ater may )e dra$n !ia an electric "u)mer"i)le pump or a mechanical pump' from a "ource

)elo$ the "urface of the earth* -lternati!ely' it could )e dra$n up u"ing container"' "uch a"

)ucket" that are rai"ed mechanically' or )y hand* -lthough not e""ential' u"ually a "torage tank

$ith a pre""ure of D>.A> p"i i" al"o added to the "y"tem' "o the pump doe" not need to operate

con"tantly* 2ell" can !ary greatly in depth' $ater !olume and $ater 8uality* 2ell $ater typically

contain" more mineral" in "olution than "urface $ater and may re8uire treatment to "often the

$ater )y remo!ing mineral" "uch a" ar"enic' iron and mangane"e*

22



2,1, MANUFACTURING PROCESS

Pu"("%at"on Po%e$$

Purity and "afety are t$o major factor" taken care in "ourcing and proce""ing of %ingfi"her $ater*

3nderground "pring i" carefully "elected )a"ed on it" porta)ility and pathogen free $ater* /reat

care goe" in tapping thi" "ource* Only $ater )elo$ =? meter" i" tapped* Thi" i" to a!oid any

"urface contamination to percolate and mi9 $ith underground $ater "ource* -rea "urrounding the

$ater collection tu)e at the "urface i" protected and kept clean*

Po%e$$"n) an# 5ua-"ty A$$uan%e

The ca"ing tu)e it"elf i" protected $ith "tainle"" "teel me"h to gi!e a preliminary filtration to the

$ater* 3ltra filtration gi!e" $ater reduction in tur)idity and add" "parkle acti!ated car)on purifier

to remo!e color and odour in $ater

1e!er"e o"mo"i" mem)rane ha" poro"ity of le"" than >*>@ micron the proce"" render" $ater free o

microorgani"m" and al"o reduce" di""ol!ed "olid"

To en"ure %ingfi"her packaged drinking $ater i" held "afe free from contamination"' ultra!iolet

treatment and ozoni"ation proce"" i" carried out* Ozone i" un"ta)le tri!alent o9ygen' a !ery

po$erful )actericide $ith no "ide effect' a" it di"integrate" into o9ygen $ithin couple of hour"*

terilization effect of ozoni"ed $ater continue" e!en after $ater i" packaged' there)y en"uring

"afety of %ingfi"her up to it" final packing* To en"ure high 8uality of packing material"'

component" like cap" and )ottle" are manufactured in.hou"e from re"in" of 8uality "upplier"*

23



/ood Manufacturing Practice" are "tringently follo$ed at all time"* Proce""ing i" religiou"ly

monitored at e!ery "tage* Te"ting "ource $ater' proce""ing parameter"' micro)ial 8uality'

packaging material integrity and finally' "helf life "tudie"' form" an integral part of 8uality and

"afety a""urance plan*

<uality checking: <uality i" checked )y "ampling method a" a )atched te"t at e!ery "tage of )eer

manufacturing e!en 8uality of )ottle i" al"o checked )efore actually u"ing*

Production: >'>>> to I>'>>> )ottle" per day*

2,1, COMPETITORS OF 7INGFISHER IN INDIA

The )ottled $ater indu"try effecti!ely compete" $ith )oth the $ater.purifier" a" $ell a" the "oft

drink" indu"try* The $ater purifier indu"try 6primarily the -8ua /uard )rand of the 0ureka

+or)e"7 i" credited to ha!e done the "pade$ork for creating the "afety and health con"ciou"ne"" in

$ater con"umption' and i" a "eriou" competitor in the hou"ehold and in"titutional con"umption

market' $herea" the "oft drink" indu"try i" a "trong competitor in the retail con"umption market*

COCA COLA

The company had entered the )u"ine"" in May =>>> through it" e9tending it" "oda $ater )rand'

%inley* The company ha" tied up $ith %othari Be!erage"' of Qe" )rand of mineral $ater' for

manufacturing %inley )ottled $ater at Qe"4 facilitie"* The )rand i" a!aila)le in pack "ize" of ?>>

ml' @.litre' @*?.litre' =.litre' ?.litre' =>.litre and =?.litre* 2ith the gro$ing market' Coca.Cola i"

24



planning to "cale up it" )ottling capacity' up from the @? e9i"ting plant"* Coca Cola ha" identified

@> to @? "ite" for additional plant" for "etting up a com)ination of company.o$ned plant"'

franchi"ee operation" and contract packer"*

PEPSI CO,

The company entered the )ottled $ater )u"ine"" in eptem)er @ under the -8uafina )rand*

The company )egan )y targeting it" product to$ard" the youth $ith a ?>.ml pack* (t no$ retail"

in con!entional retail pack "ize" of ?>>.ml and @.litre )ottle"* The )rand ha" the "trong )acking

of a di"tri)ution channel of A>'>>> outlet and the refrigerator" at Pep"i" retail Outlet"' $hich

"tock it" cold drink"* Though the company i" pre"ent only in "elected market a" of no$' it ha"

plan" of increa"ing "hare in the market )y e9panding it" %3" portfolio a" $ell a" it" di"tri)ution

reach* ource" "ay Pep"iCo (ndia ha" )een in!e"ting in additional capacity at it" plant" in

Bangalore and Chennai for the )ulk $ater foray*

BAILLEY

The )rand i" a product of Parle -gro' the company that launched +rooti 6mango drink in tetra

pack"7* Bailley i" credited $ith creating a ne$ "egment of EE>ml %3 6the right 8uantity to

8uench the thir"t of an adult7 in the market*

25



NESTLE

Multinational Ne"tle ha" already "tarted making foray" into the )ottled $ater indu"try $ith it"

)rand Pure ,ife* Ne"tle i" a )ig player in the mineral $ater market internationally' $ith )rand"

like Perrier and an Pellegrino in it" "ta)le*

Ne"tle ha" "et.up t$o )ottling plant" in Mum)ai and Ne$ #elhi' to "er!ice the market" in the"e

region"* (t plan" initially to tap only the huge market for )ottled $ater in large citie" and to$n"*

OYRICH

#hari$al (ndu"trie" ,td . +ood & Be!erage" di!i"ion ha" one of the mo"t modern and

comprehen"i!e packaged drinking $ater facilitie" "pread acro"" (ndia* The facilitie" are fully

integrated $ith in hou"e facilitie" for manufacturing of Perform"' Clo"ure"5Cap" and Bottle

Blo$ing* The la)el" and carton" are al"o made in the group companie" to en"ure total control on

8uality and proce""e"* O9yrich 6E>>K more o9ygen7 i" clear' "mooth' pure $ater $ith a

refre"hing )oo"t of e9tra O9ygen*

26



BISLERI

Mineral 2ater under the name 4Bi"leri4 $a" fir"t introduced in Mum)ai in gla"" )ottle" in t$o

!arietie" . )u))ly & "till in @A? )y Bi"leri ,td*' a company of (talian origin* Thi" company $a"

"tarted )y ignor +elice Bi"leri $ho fir"t )rought the idea of "elling )ottled $ater in (ndia*

Parle )ought o!er Bi"leri 6(ndia7 ,td* (n @A & "tarted )ottling Mineral $ater in gla"" )ottle"

under the )rand name 4Bi"leri4* ,ater Parle "$itched o!er to PJC non.returna)le )ottle" & finally

ad!anced to P0T container"*

LOCAL PLAYERS IN MAR7ET

%ate a8ua

umeru

aiganga 1eal a8ua

%el!ino

O9ygen

O9y)lue

-!i!a

agar

27



Cap %o$t 1" >*=?

Bott-e %o$t 1" @*? . 1" =*?

Teatment %o$t 1" >*@ . 1" >*=?

La0e- %o$t 1" @*? . 1" >*=?Caton %o$t 1" >*?>

Tan$potat"on %o$t 1" @*> . >*=?

Ot*e$ 1" >*?>

Tota- %o$t .e%-u#"n) -a0ou ma+et"n) 8 ta/ 1" =*I? . D*=?

Se--"n) %o$t 1" @> @=

Ta0-e 2,1,1 @ Co$t o( po#u%"n) 1 -"te 0an#e# 0ott-e# #"n+"n) 4ate

F") 2,1, @ Co$t o( po#u%"n) 1 -"te 0an#e# 0ott-e# #"n+"n) 4ate

28



2.1 OBJECTI9ES OF THE STUDY

&rimary 7

• To #o a %ompaat"&e ana-y$"$ o( 7"n)("$*e$ Pa%+a)e# D"n+"n) 'ate 4"t* ot*e

ma+et p-aye$ "n Pune e)"on,

#econdary 7

To $tu#y ma+et $*ae o( Pa%+a)e# D"n+"n) 'ate o( 7"n)("$*e,

To +no4 a-- %ompet"t"&e 0an#$ o( 7"n)("$*e$ Pa%+a)e# D"n+"n) 'ate,

To a$$e$$ t*e 0an# a4aene$$ o( 7"n)("$*e "n Pa%+a)e# D"n+"n) 'ate $e)ment,

To ("n# out on 4*"%* 0a$"$ #ea-e$ an# %u$tome$ pe(e 0uy"n) Pa%+a)e# D"n+"n)

'ate,

29



2, METHODOLOGY ADOPTED

The "ucce"" of any e!ent hea!ily depend" upon the $ay cho"en for it" e9ecution* Thi" include"

en"ure" of "ome )a"ic 8ue"tion to the "pecific focu" on con"traint" a" $ell* (n other $ord" theycan call the methodology a" the )ack)one of any re"earch* (t al"o include" re"earch or "tudy

method* Thu" $hen they talk of methodology they not only talk of methodology they not talk of

method" )ut al"o con"ider the logic )ehind the method" they u"e in the conte9t of their "tudy

o)jecti!e and e9plain $ay u"e are u"ing them "o that "tudy re"ult" are capa)le of )eing e!aluated

logically*

• Re$ea%* De$")n 3 De$%"pt"&e

The #e"cripti!e re"earch i" u"ed a" the "tudy include" "ur!ey" and fact finding en8uirie"

related to packaged drinking $ater indu"try* The major purpo"e of #e"cripti!e re"earch i"

de"cription of the "tate of affair" a" it e9i"t" at pre"ent*

• Re$ea%* Appoa%* 3 Genea- Su&ey

(n thi" ca"e' a general "ur!ey to gain kno$ledge a)out the market' commonly kno$n a"

the pilot "ur!ey $a" and undertaken $here particularly information $a" gathered $ith

re"pect to the )rand"' people" 5 con"umer" perception "o that it "er!e" a" a foundation to prepare the 8ue"tionnaire for collecting primary data and that it help" in deciding other

method" to )e adopted $hich may )e u"eful in gathering the nece""ary information*

• Re$ea%* Po0-em (o t*e pe$ent $tu#y 3

-nalyzing the market of %ingfi"her" package drinking $ater and "oda in Pune city*

• Data $ou%e @

&rimary data

. <ue"tionnaire

. Per"onal inter!ie$

6"tructured5un"tructured7

30



#econdary data

. (nternet

. +ile"5document

. Manual of the organization

. Book" & Project report"

R Data epe$entat"on te%*n"Kue @ Bar graph" & Pie chart"

R Tota- $amp-e $"e ?>

R Type o( $amp-"n) Non. Pro)a)ility

R Samp-e Aea Pune region

R Samp-e un"t 1etailer"' Hotel"51e"taurant" & MNC"

R Re$pon#ent$ O$ner" of the "hop"' "ale"men' purcha"e or food & )e!erage" manager"

of different hotel"5re"taurant"5MNC"

R Data Ana-y"n) In$tument -ll the data ha" )een analyzed )y applying Hypothe"i"

te"ting method u"ing -NOJ- te"t*

Hypot*e$"$ Set:

N1ll *ypothesis '* 3 (6

There i" no "ignificant difference )et$een the attri)ute" . Brand' a!aila)ility' packaging'

8uality & price in %ingfi"her Packaged #rinking $ater and other"

.lternate *ypothesis '* 4 (6

There i" a "ignificant difference )et$een the attri)ute" . Brand' a!aila)ility' packaging'

8uality & price in %ingfi"her Packaged #rinking $ater and other"

31



32

CHAPTER –3

DATA TABULATION,

ANALYSIS

AND RESULT



,1 TABULATION

Ta0-e ,1,1 3 ANO9A TABLE

33

ANO9A: S"n)-e

(a%to

$ro1ps Co1nt #1m .verage 8ariance

Ban# ?>*>>> @E*>>> E*IA> =*E=A&a"-a0"-"ty ?>*>>> I=*>>> @*AD> >*>

Pa%+a)"n) ?>*>>> @>>*>>> =*>>> >*?E@

5ua-"ty ?>*>>> =>*>>> D*@I> >*?@I

P"%e ?>*>>> @AI*>>> E*EA> >*=?



,2 DATA ANALYSIS

,2,1 MAR7ET ANALYSIS

M,G Roa#

S,no Ban# No o( e$pon#ent Pe%enta)e

@ -8uafina > @A

= O9yrich @= =>

E Bi"leri @> @A

D %inley >I @D

? %ingfi"her > @=

A %ate a8ua >A @>

umeru >@ =

I Other > @@

TOTAL = 1==

Ta0-e ,2,1 3 Ma+et S*ae at MG oa#

34



15%

20%

16%14%

12%

10%

2%

11%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher Kate Aqua

Sumeru

Others

F") ,2,1 3 MG Roa# ma+et $*ae

M / 1oad i" the "ituated in the heart of the city* Here o9yrich i" the market leader $ith =>K

market "hare* -fter that Bi"leri $ith @AK and -8uafina and %inley $ith @?K and @DK

re"pecti!ely* (n thi" area kingfi"her i" on fifth po"ition $ith @=K market "hare and the local

player" occupy the remaining market "hare*

Ma+et Summay

Tota- Out@Let 9"$"te# =

7"n)("$*e Pe$en%e >

Goo# Pe$en%e o( 7"n)("$*e

Not Pe$ent

Ta0-e ,2,2 @ MG Roa# ma+et Summay

Pune Ra"-4ay Stat"on Roa#


@ -8uafina >? @>

= O9yrich @D =?

E Bi"leri >A @=

35



D %inley > @A

? %ingfi"her >I @?

A %ate a8ua >D I

umeru >E ?

I Other >?

TOTAL 1==

Ta0-e ,2, 3 Ma+et S*ae at Stat"on oa#

10%

25%

12%16%

15%

%

5%!%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher

Kate Aqua

Sumeru

Others

F") ,2,2 3 Pune Ra"-4ay $tat"on ma+et $*ae

(t i" one of the )u"ie"t place of Pune' and o9yrich i" market leader $ith =?K follo$ed )y %inley'

kingfi"her & Bi"lery $ith @AK' @?K & @= K re"pecti!ely and other local player together occupy

== K market "hare* Here kingfi"her i" at third po"ition*

Ma+et Summay

Tota- Out@Let 9"$"te#

7"n)("$*e Pe$en%e

Goo# Pe$en%e o( 7"n)("$*e >

36



Not Pe$ent

Ta0-e ,2, 3 Pune Ra"-4ay $tat"on ma+et Summay

Sataa Roa#


@ -8uafina @E ==

= O9yrich @> @

E Bi"leri > @=

D %inley @= =>

? %ingfi"her > @=

A %ate a8ua >E ?

umeru >= D

I Other >D I

TOTAL 1==

Ta0-e ,2, 3 Ma+et S*ae at Sataa oa#

37



22%

1"%

12%

20%

12%

5%

4%%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher

Kate Aqua

Sumeru

Others

F") ,2, 3 $ataa oa# ma+et $*ae

-ccording to the "ur!ey -8uafina i" the market leader $ith ==K market "hare' %inley $ith =>K

and >9yrich i" $ith @K market pre"ence* (n thi" area Bi"lery and kingfi"her capture" e8ual

market "hare $ith @=K $here a" other player" occupied @K market "hare*

Ma+et Summay


7"n)("$*e Pe$en%e >

Goo# Pe$en%e o( +"n)("$*e

Not Pe$ent 1

Ta0-e ,2, 3 $ataa oa# ma+et $ummay

7ot*u#


@ -8uafina @> @A

= O9yrich @@ =>

E Bi"leri > @?

38



D %inley @= =@

? %ingfi"her > @D

A %ate a8ua >E D

umeru >= E

I Other >D

TOTAL = 1==

Ta0-e ,2,> 3 Ma+et S*ae at 7ot*u#

16%

20%

15%

21%

14%

4%#%

"%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher

Kate Aqua

Sumeru

Others

F") ,2, 3 +ot*u# ma+et $*ae

(n thi" area %inley i" the market leader $ith =@K market "hare' o9yrich $ith =>K and -8uafina

i" $ith @AK market pre"ence* Bi"leri and kingfi"her co!er" @?K and @DK market "hare $here a"

other player" occupie" @DK market "hare*

Ma+et Summay

39



Tota- Out@Let 9"$"te# =

7"n)("$*e Pe$en%e ;


Not Pe$ent 1

Ta0-e ,2, 3 +ot*u# ma+et $*ae

F C Roa# 8 J M Roa#


@ -8uafina @> @I

= O9yrich @@ @

E Bi"leri > @E

D %inley @= =@

? %ingfi"her >I @D

A %ate a8ua >= D

umeru >E ?

I Other >? A

TOTAL 1==

Ta0-e ,2,; 3 Ma+et S*ae at FC 8 JM oa#

40



1%

1!%

1#%21%

14%

4%

5%6%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher

Kate Aqua

Sumeru

Others

F") ,2, 3 F C oa# 8 J M Roa# ma+et $*ae

%inley hold" the market $ith =@K' o9yrich $ith @K and -8uafina i" $ith @IK market "hare*

Bi"leri and kingfi"her co!er" @DK and @EK market "hare $here a" other player" occupie" @?K

market "hare*

Ma+et Summay


7"n)("$*e Pe$en%e

Goo# Pe$en%e o( +"n)("$*e >

Not Pe$ent =

Ta0-e ,2,1= 3 F C oa# 8 J M Roa# ma+et $ummay

Pet* Aea


41



@ -8uafina >A @>

= O9yrich >?

E Bi"leri >A @=

D %inley > @E

? %ingfi"her @> @

A %ate a8ua > @E

umeru >? I

I Other @> @I

TOTAL 1==

Ta0-e ,2,11 3 Ma+et S*ae at Pet* Aea

10%

!%

12%

1#%

1"%

1#%

%

1%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher

Kate Aqua

Sumeru

Others

F") ,2, 3 Pet* Aea ma+et $*ae

(n thi" area local player" are the market leader $ith EK market "hare kingfi"her hold" "econd

po"ition $ith @K* ,ater the major player" like %inley' Bi"leri' o9yrich and -8uafina hold" a )it

market "hare $ith @EK' @=K' K and @>K re"pecti!ely*

42



Ma+et Summay


7"n)("$*e Pe$en%e 1=

Goo# Pe$en%e o( +"n)("$*e ;

Not Pe$ent

Ta0-e ,2,12 3 Pet* Aea ma+et $ummay

Pune A"pot Aea


@ -8uafina >= @@

= O9yrich @? @

E Bi"leri >D @?

D %inley >E @D

? %ingfi"her > =E

A %ate a8ua >@

umeru >@ ?

I Other >= I

TOTAL 2 1==

Ta0-e ,2,1 3 Ma+et S*ae at A"pot aea

43



11%

1"%

15%

14%

2#%

"%

5%

%

Aquafine

Oxyrich

Bisleri

KinleyKingfisher

Kate Aqua

Sumeru

Others

F") ,2,> 3 Pune A"pot Aea ma+et $*ae

%ingfi"her i" the market leader in thi" area $ith =EK market "hare )ecau"e the company ha"

corporate tie up $ith all airline" for packaged drinking $ater* -fter kingfi"her' o9yrich hold"

"econd po"ition $ith @ K market "hare* +or third place the fight i" )et$een Bi"leri and %inley a"

they occupy @?K and @DK "hare* -8uafina hold" @@K market pre"ence $ith follo$ed )y =>K

market "hare )y local player"*

Ma+et Summay

Tota- Out@Let 9"$"te# 2

7"n)("$*e Pe$en%e >


Not Pe$ent 1

Ta0 ,2,1 3 Pune A"pot Aea ma+et $ummay

P"mp" C*"n%*4a# Aea


@ -8uafina >I @D

= O9yrich @> @

44



E Bi"leri > @=

D %inley > @A

? %ingfi"her >?

A %ate a8ua >I @D

umeru >D

I Other >A @@

TOTAL 1==

Ta0-e ,2,1 3 Ma+et S*ae at P"mp" %*"n%*4a# aea

14%

1"%

12%

16%

!%

14%

"%

11%

Aquafine

Oxyrich

Bisleri

Kinley

Kingfisher

Kate Aqua

Sumeru

Others

F") ,2, 3 P"mp" C*"n%*4a# Aea ma+et $*ae

(n thi" area o9yrich i" the market leader $ith @K market "hare' "econd po"ition i" occupied $ith

%inley $ith @AK for third po"ition there i" a fight )et$een a cold player kate a8ua and -8uafina

they )oth ha!e e8ual "hare $ith @DK* %ingfi"her" market "hare i" K in thi" area follo$ed )y

other player"*

Ma+et Summay

45




7"n)("$*e Pe$en%e

Goo# Pe$en%e o( 7"n)("$*e

Not Pe$ent =

Ta0-e ,2,1 3 P"mp" C*"n%*4a# Aea ma+et Summay

F") ,2,; 3 A4aene$$ o( Ban#$ o( M"nea- 'ate

Intepetat"on . -$arene"" of kingfi"her mineral $ater i" le""er in compari"on of other famou"

)rand" like kinley' o9yrich' )i"leri in the retail market

46



F") ,2,12 3 5ua-"ty o( M"nea- 4ate

Intepetat"on . -" per <uality concern' o9yrich i" leader in thi" "ector "o in"tead of higher price

cu"tomer" dont he"itate to )uy the product

F") ,2,1 3 P"%e Compa"$on o( M"nea- 4ate

Intepetat"on . (n"tead of highe"t price o9yrich i" the mo"t "elling product )ecau"e retailer" get

ma9imum margin*

48



ANO9A$ te$t *a$ 0een app-"e# on t*e (o--o4"n) #ata 4"t* t*e *e-p o( M$ E%e-,

HYPOTHESIS TESTING

Hypot*e$"$ Set:

N1ll *ypothesis '* 3 (6

T*ee "$ no $")n"("%ant #"((een%e 0et4een t*e att"0ute$ @ Ban# a&a"-a0"-"typa%+a)"n) Kua-"ty 8 p"%e "n 7"n)("$*e Pa%+a)e# D"n+"n) 4ate an# ot*e$

.lternate *ypothesis '* 4 (6

T*ee "$ a $")n"("%ant #"((een%e 0et4een t*e att"0ute$ @ Ban# a&a"-a0"-"ty

pa%+a)"n) Kua-"ty 8 p"%e "n 7"n)("$*e Pa%+a)e# D"n+"n) 4ate an# ot*e$

ANO9A TABLE

ANO9A:S"n)-e (a%to

49



SUMMARY

$ro1ps Co1nt #1m .verage 8ariance

Ban# ?>*>>> @E*>>> E*IA> =*E=

A&a"-a0"-"ty ?>*>>> I=*>>> @*AD> >*>

Pa%+a)"n) ?>*>>> @>>*>>> =*>>> >*?E@

5ua-"ty ?>*>>> =>*>>> D*@I> >*?@I

P"%e ?>*>>> @AI*>>> E*EA> >*=?

ANO9A

#o1rce of 8ariation ## Df ,# )9Cal ) Ta:le

Bet4een Goup$ =??*?DD D*>>> AE*IIA AE*>>@ =*D>I

'"t*"n Goup$ =DI*DD> =D?*>>> @*>@D

Tota- ?>E*ID =D*>>>

Ta0-e ,2,1> 3 S"n)-e (a%to ANO9A te$t

Ca-%u-ate# 9a-ue @ ,==1

Ta0-e &a-ue @ 2,=

50



DECISION:

A$ %a-%u-ate# &a-ue "$ )eate t*an ta0-e &a-ue

",e, ,==1 2,=

Th1s; the N1ll *ypothesis is Incorrect and; the .lternative *ypothesis is

.ccepted

, RESULT

Therefore there i" "ignificant difference in the attri)ute"* <uality and then Brand

are the mo"t preferred attri)ute" for )uying the packaged drinking $ater*

51



F") ,,1 3 Se-e%t"on o( m"nea- 4ate

52

CHAPTER – 4

FINDINGS



OBSER9ATIONS 8 FINDINGS

@* Mo"t of Mineral 2ater" con"umer" u"e O9yrich' Bi"leri' %inley and -8uafina )ecau"e

the"e are )randed one" and are tru"t$orthy*

=* Con"umer" u"e %ingfi"her" Mineral 2ater )ecau"e of it" )rand name of 3B group and

it" rational price*

E* %ingfi"her i" fifth large"t "elling )rand in Pune city after O9yrich' Bi"leri' %inley and

-8uafina*

53



D* The market "hare of kingfi"her Mineral 2ater i" !ery le"" )ut gro$ing*

?* There i" around A>K of po"iti!e market potential for %ingfi"her Mineral 2ater due to lo$

price and good )rand image*

A* %ingfi"her" Mineral $ater i" lacking )ehind )ecau"e of it" 8uality and packaging*

7. Jery le"" num)er of di"tri)uter" i" there in Pune region for kingfi"her" Mineral $ater*

8. IDK of the retailer" "ay due to the )ad "er!ice pro!ided )y %ingfi"her they get

demoti!ated to continue it*

9. The company doe" not pro!ide a" many "cheme" a" pro!ided )y it" competitor" to the

dealer and retailer"*

10.(t $a" found that among all the area" co!ered' there $ere "ome area" in $hich the

"cheme" $ere not regular*

54

CHAPTER –5 CONCLUSIONS, LIMITATIONS

& RECOMMENDATION

&SUGGESTIONS.



55



CONCLUSION

ince %ingfi"her" Mineral $ater i" ne$ in Pune market "o it $ill take "ome time to capture the

market*

There i" a huge competition in the market in thi" field*

Need to "pend money on "ale" promotion to attract more and more cu"tomer" and retailer"*

(t ha" modified it" packaging of )ottle" "o no$ retailer" a" $ell a" con"umer" are gi!ing more

re"pon"e than it $a" earlier*

%ingfi"her ha" good "upply chain and a!aila)ility of "taff and team*

Profit margin of the retailer" )y "elling of %ingfi"her product i" more than the other )rand of the

Packaged #rinking 2ater Company in the market*

%ingfi"her "hould gi!e ne$ offer" to retailer a" $ell a" dealer" "o that they $ould ready to keep

"tock of %ingfi"her Packaged #rinking 2ater*

ince %ingfi"her i" popular )y name of %(N/ O+ B001 in the market "o mo"t of the high cla""

familie" are not re"ponding to the product*

56



5.1 RECOMMENDATIONS 8 SUGGESTIONS

On the )a"i" of thi" "tudy' the follo$ing "ugge"tion" ha!e )een made to make the +uture Option

more effecti!e: .

•

<uality of Pla"tic for Packaging mu"t )e impro!ed*

• Packaging "hould )e "tandardized & made attracti!e*

• The Hollo$ Ca!ity at the )a"e "hould )e more to pro!ide e9tra "upport for the )ottle to

$ith"tand*

• (nten"e Marketing and promotion" acti!itie" are re8uired to Pune region for Cu"tomer

a$arene"" to "ho$ it" mere pre"ence in the market in the Mineral 2ater & oda egment*

• -fter "ale "er!ice" "hould )e impro!ed*

• 1egular !i"it "hould )e maintained for proper "upply*

• More "cheme" "hould )e launched )y the company and organization*

• One $eek credit facility or one )ill due "y"tem "hould )e introduced*

• ale" promotion tool" "uch a" key chain"' pen"' )anner"' rack"' note pad"' "ticker" "hould

)e gi!en to the retailer"*

57



• Counter" out"ide ho"pital"' cinema hall"' at )u" "tand" & at the touri"t" area" "hould )e

gi!en "pecial con"ideration*

• 1egular check" "hould )e made to "ee that the "ale"man introduce" the "cheme" regularly'

properly and on time to the retailer"' $hich are introduced )y the company*

• The ale"man "hould at lea"t !i"it once in a $eak to tho"e retailer" $hich doe"nt "tock

%ingfi"her' $ith "ome ne$ offer" and "cheme" to increa"e the market "hare*

• hould not depend much on di"tri)utor" a" they doe"nt introduce "cheme"' doe"nt

pro!ide proper "er!ice and "upply*

• The retailer" $hich purcha"e "ame 8uantity "hould )e gi!en "ame "cheme" in order to

remo!e )ia"ne""*

• The company repre"entati!e like the area "ale" manager "hould !i"it once in = month" to

the pre"ent retail cu"tomer" for the o!erall "ati"faction of the retailer and to check

performance of the product*

• The company "hould in!e"t in promoting the )rand name %ingfi"her to make it a 2O1#

O+ MO3TH' $hich ultimately help" in Brand Management*

• ale"man "hould $i"h the retailer" a" they !i"it the outlet" for "upply in order to maintain

good cu"tomer relation*

• 1egular meeting" "hould )e arranged $ith the company "taff in order to kno$ the

practical pro)lem" faced )y them and "hould )e re"ol!ed "uita)ly*

58



,2 LIMITATIONS

-ny re"earch or "tudy al$ay" ha" "ome limitation" under $hich thi" ha" to )e

undertaken* Thi" one too $a" not an e9ception* The"e limitation" are poi"ed )y the en!ironment

"ome e9ternal and "ome inherent* Thi" "tudy ha" )een conducted $ith utmo"t con"ideration to the

ade8uacy of data and 8uality of information' though a" mention earlier the reliance on the "ource"

cannot )e minimized to zero in conte9t of preci"ion* The limitation can )e enli"ted a" here under:.

1. The perception le!el of the re"pondent"*

=* -!aila)ility of document" a" "ource" of "econdary information*

E* 1elia)ility of information collected from !ariou" pu)lic information "ource" "uch a"

magazine" and $e)"ite*

4. ometime" re"pondent" $ere not $illing to fill the 8ue"tionnaire*

5. ometime" the re8uired per"on" $ere not a!aila)le at their place*

6. Jery often the re"pondent" do not e9pre"" their true feeling"' in "uch ca"e their ha)it'

preference' practice' cannot )e a""e""ed correctly*

7. ome of the re"pondent" refu"e to gi!e the important information )e"t kno$n to them*

Ho$e!er in "pite of the"e limitation" all effort" ha!e )een put to make the report correct' genuine'

and fulfilling the o)jecti!e" of the report"*

59



BIBLIOGRAPHY

60

Bi!i"#$%'(



• %othari C* 1* 1e"earch methodology' Ne$ -ge (nternational Pu)li"her" = nd re!i"ed

edition' year.=>>I' Chp @6Pg @.=>7' Chp E6Pg E?.E7' Chp . D6Pg ?I.A@7' Chp A6Pg

A.@>?7' Chp @@6Pg =?A.=AD7*

• %otler Philip . Marketing Management Millennium 0dition' @>th edition

By Pear"on Cu"tom Pu)li"hing*

'EBLIOGRAPHY

• COMPANY PROFILE

http://www.theubgroup.com/

http://en.wikipedia.org/wiki/ing!i"her

http://www.king!i"herwor#d.com/corporate/$oard1.a"p%

http://www.king!i"herwor#d.com/corporate/premium.a"p%

http://www.king!i"herwor#d.com/corporate/corporate&re"pon"ibi#itie".a"p%

• LITERATURE RE9IE'

http://www.!i#e"tube.com/k/king!i"her'ppt

http://www.hot!rog.in/(ompanie"/)ceberg*+ood"

http://www.mouth"hut.com/re,iew/ing+i"her*t#-rppp-"m.htm#

http://www.king!i"herwor#d.com/corporate/newreport"/pg1.htm

http://www.indiane%porter".com/iceberg*!ood"*#td.*com*555578236.htm#

http://www.thehindubu"ine""#ine.com/2007/07/27/"torie"/2007072750190900

.htm

http://www.c#ickindia.com/"earch.php

-king!i"her'remium'ackaged'rinking'ater

http://www.con"umercomp#aint".in/comp#aint"/king!i"her*premium*packaged*

drinking*water*c55926.htm#

http://www.hot!rog.in/(ompanie"/)($*+&1682628/ing!i"her*

ackaged*rinking*ater*oda*70125

61


http://en.wikipedia.org/wiki/Kingfisher

http://www.kingfisherworld.com/corporate/Board1.aspx

http://www.kingfisherworld.com/corporate/premium.aspx

http://www.kingfisherworld.com/corporate/corporate_responsibilities.aspx

http://www.filestube.com/k/kingfisher+ppt

http://www.hotfrog.in/Companies/Iceberg-Foods

http://www.mouthshut.com/review/KingFisher-tlqrpppqsm.html

http://www.kingfisherworld.com/corporate/newreports/pg1.htm

http://www.indianexporters.com/iceberg-foods-ltd.-com-555578236.html

http://www.thehindubusinessline.com/2007/07/27/stories/2007072750190900.htm


http://www.clickindia.com/search.php?q=kingfisher+Premium+Packaged+Drinking+Water


http://www.consumercomplaints.in/complaints/kingfisher-premium-packaged-drinking-water-c55926.html


http://www.hotfrog.in/Companies/ICEBERG-FOODS_1682628/Kingfisher-Packaged-Drinking-Water-Soda-70125



http://en.wikipedia.org/wiki/Kingfisher

http://www.kingfisherworld.com/corporate/Board1.aspx

http://www.kingfisherworld.com/corporate/premium.aspx

http://www.kingfisherworld.com/corporate/corporate_responsibilities.aspx

http://www.filestube.com/k/kingfisher+ppt

http://www.hotfrog.in/Companies/Iceberg-Foods

http://www.mouthshut.com/review/KingFisher-tlqrpppqsm.html

http://www.kingfisherworld.com/corporate/newreports/pg1.htm

http://www.indianexporters.com/iceberg-foods-ltd.-com-555578236.html











62

Appendices



ICEBERG FOODS LIMITED

5UESTIONARIES

NameSSSSSSSSSSSSSSSSSS

-ddSSSSSSSSSSSSSSSSSS***

Nature of )u"ine""SSSSSSSSSSSSS*

@* 2hich Brand" of mineral $ater you keep in your "tore

S, No Ban#$ T"%+ Ma+

@ -8uafina

= O9yrich

E Bi"leriD %inley

? %ingfi"her

A %ate a8ua

umeru

I Other"6Name (t7

=* Out of tho"e )rand" $hich )rand you "ell more

63



S, No Ban#$ Re$pon$e

@ -8uafina

= O9yrich

E Bi"leri

D %inley? %ingfi"her

A %ate a8ua

umeru

I Other"

E* On $hich )a"i" that )rand "ell" more

Brand

-!aila)ility

Packaging

<uality

Price

D* 2hich package "ize" "ell" i" more

-* =>>ml B* ?>>ml

C* @ ,tr #* = ,tr

0* ? ,tr +* => ,tr

?* Ho$ many )o9e" of Packaged #rinking $ater you "ell per $eek

a* ?.@? )o9e" )* @?. =? )o9e"

c* =?.E? )o9e" d* E?. -)o!e

64



A* -re you "ati"fied $ith the margin gi!en )y the company

Qe" . No .

* 2hich )rand gi!e" you more margin


@ -8uafina

= O9yrich

E Bi"leri

D %inley? %ingfi"her

A %ate a8ua

umeru

I Other"

I* #o you keep %ingfi"her Mineral 2ater in your "tore

a* Qe" )* No

* (f Qe" then 2hat i" the re"pon"e of %ingfi"her Mineral $ater in the market

a* +air

)* -!erage

c* /ood

d* Jery good

e* 09cellent

@>* #o you get the order on time from your dealer

a* Qe" )* No

@@* 2hat kind of "er!ice you get from company

65



a* 1egular !i"it of ale" 09ecuti!e

)* On Time #eli!ery

c* Credit period

d* -ll of the a)o!e

@=* 2hich Brand do you think i" the Competitor of the %ingfi"her Mineral 2ater


@ -8uafina

= O9yrich

E Bi"leri

D %inley

? %ingfi"her A %ate a8ua

umeru

I Other"

@E* On $hich ground they compete $ith %ingfi"her Mineral 2ater

a* Margin

)* er!ice

c* Credit period

d* Packing

@D* 2hat change" $ould you like to "ee in our Brand

More Margin

/ood Packing(ncrea"e M1P

(ncrea"e Credit period

er!ice

66



5UOTATION PRO9IDED BY THE COMPANY

Sr. Per Bottle

Quantity.

Carton

containing.

Selling

price Rs

MRP

Natural spring water

1. 200m# water 48 bott#e" 280 102. 500 m# water 24 bott#e" 185 15

3.. 1tr. water 12 bott#e" 185 25

Packaged Drinking water

4. 200m#. water 48 bott#e" 190 055. 500m#. ater 20 bott#e" 120 106. 1ltr. Water 12 (bottles 85 157. 2#tr. ater 09 bott#e" 120 228. 5#tr. ater 01 ;ar 38 509. 20 #tr ater 01 ;ar35 70

Royal Crown Cola

10 300<. ( (= 24 bott#e" +ree 2bott#e

260 12

11. 600 <. ( (= 24 bott#e" +ree 1bott#e

380 20

12. 2 >. ((=

24 bott#e" +ree 1bott#e

360 50

R. C. Cola ( Apple Juice)

13. 300 < = ?@(

24 bott#e" +ree 1bott#e

320 15

14. 600 < = ?@( 24 bott#e" AAAAAA. 520 25

53136776 Summer Training Report on Kingfisher Packaged Drinking Water 130418052738 Phpapp02

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