EXCUTIVE SUMMARY

This project has the following objectives i.e. the marketing strategy of
bisleri in corporate sector, its sales promotion and to analyze market
scenario, future prospects and developments taking place in the market.
The project begins with a brief introduction of the packaged drinking
water market, a company overview of BIS!"I I#T!"#$TI%#$
&'T. T(., product overview, the research design of the study is then
outlined with the aim of identifications of the research problem.
This is followed by scope of the research and sample design, which
encompasses the following target market i.e. Sahibabad, the target
respondents i.e. )orporate houses, the sample size i.e. *+, respondents
with a -,. rejection rate /+,0*+,1 and the research constraint i.e.
essentially limited time and resources.
The methodology adopted in the study is then e2plained. This includes
the source of date collection i.e. e2isting corporate offices. The ne2t stage
is detailed analysis of my observations from the study conducted which is
followed by recommendations on the basis of the in3depth study.

4inally the conclusion part including my personal gains, learning and
e2perience in the industry with my overall review about the company.
The bibliography also been attached as a reference.


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INTRODUCTION
Water is the most important li5uid in the world. 6ithout water, there
would be no life, at least not the way we know it. In today7s living
condition, the need for &ure (rinking 6ater is becoming the issue for the
common 8an.
Eighty percent of the human metabolism consists of water. This is the
reason why 90% of human diseases are water borne. There are 9 types
of water impurities, which are root cause of water borne diseases.
-. Microbiological-Bacteria virus.
!. "issolved impurities - chemical.
#. $mbalance of Mineral %ontent.
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 have also not been able
to escape the pollution.
6hen 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.
&9'0(s witnessed more changes by a tap attachment wherein Iodine resin
is used to filter the water. It deactivates microbiological impurities to an
e2tent but has side effects due to iodine and does not take care of
dissolved impurities mineral balance.
*
)ate &9'0(s witnessed *ltra +iolet based purifier, which filters dust and
deactivates bacteria to a great e2tent. It maintains the odour and colour of
water but does not clear out the dissolved impurities and mineral particles.
Thus came advent of mineral water.
:istorically, the need for purified water within Indian homes had been
kept down to a minimum. !ssentially, 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 5uantity, not more than five or si2
litres a day, boiled and filtered water had been a convenient solution for
some time. The fallouts were obvious. It was very difficult to convince
the people that purification system was worth the price. There was no
visible way to demonstrate the benefit,< The otherwise somnolent market
began to change once companies like Eure,a -orbes targeted the office
segment, while the mineral water players went after travellers. Ion
!2change was the only company which had any measure of success in
entering homes with .ero-B. But clean drinking water returned on the
national agenda a little later.
$round -=>=, drinking water became an issue again.
Around early 1990sTime did a story on India as a key emerin
market and that was the trier for all the players eyein this market.!
9
M$/E01) W12E0 $/"*3204
5 %*00E/2 3%E/10$6
$ few years back, the mineral water market had been crawling at the rate
of 93?., or even a lower figure. Indians carried drinking water in earthen
pitchers, plastic or &@4 bottles. But increasing cases of typhoid and other
waterborne diseases began to be reported. In addition to this, liberalization
happened and the mineral water industry began to be stirred and shaken.
The market started growing an astounding rate of over -,,. per annum.
The fact that there were very few players in the market meant that their
business grew by leaps and bounds.
The market today has rown to more than "s1#bn. The oranised sector
$$ branded mineral water $$ has only "s%bn of market share. The rest is
accounted for by the unorganized sector which is dominated by small
regional players. The market is still growing ; at a rate greater than >,.
per annum.
Today there are more than &00 brands, out of which 10 of them are
from top companies.
In the branded segment, &arleAs7 Bisleri 7is the market leader with a share
of more than ?+.. &arle $groAs7 Bailey( comes a close second with
mar,et share of &7%. 6ther ma8or players in the mar,et are( 4es (of
9otharis: (;anga( of 2-3eries: (<imalayan:( <ello(: =rime:( -lorida(
etc.
?
$/%E=2$6/ 6- B$3)E0$
The origins of Bisleri lie in Italy, and the brand owes its name to founder
-elice Bisleri: an Italian entrepreneur. $n Bisleri set up a plant in 8umbai
for bottling and marketing mineral water, which was first of its kind in
India. :owever, it did not 5uite work. $mong other reasons, the fact that
the Indian consumer was unprepared to accept bottled mineral water was
responsible for its failure. )onsumer mindsets were more geared towards
boiling water at home.
In 19'9, (arle bouht over the) *isleri) brand. In those days *isleri
water was available in lass bottles. (arle)s takin chare of *isleri did
not make a dramatic difference to the brand)s fortunes immediately.
+hile it did ain in terms of visibility and reach ,piybackin on
(arle)s e-istin distribution network., efforts to e-pand the bottled
water market were not e-actly painstakin. (arle at that particular time
was interested in makin soda water and not mineral water. There were
/ust minor initiatives on part of the company for makin mineral water
as it was not considered to be a very profitable business at that time a
people still considered boilin water to be a safer bet than mineral
water. 0oreover they were not ready to pay for a commodity like water
which was so abundantly available.
In 19%&$%1 (arle chaned the packain of its bottled water to plastic
bottles and that sinificantly made a difference in the sales. The buyers,
then, were mainly the upper class $ the trendy people.
In 1991, 2oca$2ola bouht parle3s soft drink brands$ thums$up, limca
etc. +hile 2oca$2ola actually bouht over (arle)s beveraes, it areed
to a settlement that allowed the multinational to bottle and distribute
*isleri soda for a time frame of five years. The chare of *isleri water,
+
however, remained with (arle. The upsure in the sales of *isleri
started from this point as (arle sold off its stable of brands to 2oca$
2ola. This was the time when it started concentratin on makin *isleri
a success in the domestic mineral water market. The reason why (arle
chose to retain the *isleri name was that (arle saw a fairly lucrative
business of mineral water in *isleri)s e4uity.
The real shift in company3s policy towards mineral water industry came
in 1995, althouh the conscious efforts had already been started in
1996. This chane was primarily because of the fact that the people, at
this time, had started becomin more health conscious.
B
98% 2% yesnosom etimes
PRODUCT PROFILE
CIt3s a compliment bein eneric to the cateory, but its not very ood
when consumers think any mineral water brand is *isleri7
Bisleri: a product established in $ndia by Ramesh Chauhan, Chairman
of Parle Aqua Minerals has become a generic brand. Bisleri was the
first mar,eted bottled water in a totally virgin mar,et. 2he
brand has become synonymous with mineral water: consumers
accept any brand offered by the retailer when they as, for
Bisleri.
8o far "amesh 2hauhan3s *isleri en/oys the larest market share of
#'9 in the "s1100 crore mineral water market and is rowin at the
rate of 1509 per annum. Annual sales of *isleri have touched "s600
crores. In seventies, 7Bisleri7 was the only mineral water which had
national presence and the sale was to the tune of appro2imately one
hundred thousand cases valued at about "s.B, lacs.
D
M1/*-1%2*0$/;
$ 5uick look at Bisleri7s manufacturing reach indicates that it is
represented across the country ; :orth accounts for 1#9 of sales for the
industry, +est accounts for 109, 8outh &09 and the ;ast 1#9.
In order to be available in untapped areas Bisleri has setup -B plants
located all over the country 3 three3fourths of which are company owned.
The balances are run by franchisees. *isleri has # plants in the :orth, #
in the +est$ two of which were setup in the last year at Ahemdabad and
8urat, 6 in the 8outh and & in the ;ast. The company has bottlin units
located in 2hennai, *analore, <oa, 2alcutta, 0umbai, =elhi, >aipur,
?ttar (radesh, (un/ab, Indore and :epal. The new plants are bein set
up in states like @erala, Arissa, *ihar and :orth ;astern 8tates, which
have been une-plored by the company.
It is also changing its production strategy and shifting to a -,3hr
production schedule with sudden increase in demand planned to be met by
additional production.
*isleri has planned to e-pand its operations by investin "s '0 crore in
the upradation of facilities. The 1&0$bottles per minute ,*(0. capacity
of the 1' units across the country will be increased to &60 *(0.
)onscious of the environmental implications of its &!T bottles, the
company is to set up recycling plants at (elhi and )hennai, each with an
outlay of "s.+,m. These will process +,, kg of &!T per hour. The
processed material will be an input for polyester yarn manufacturers. In
centers other than (elhi and )hennai, the company will set up crushing
units to crush the used &!T bottles.
The company)s e-pansion plans will see its water bottlin capacity o
up from the present 600 million litres to #00 million litres. (arle *isleri
>
Bimited ,(*B. is plannin to invest "s &00 crore to increase its bottlin
capacity and double its turnover. The e-pansion will also increase the
number of company)s bottlin plants from 1' at present, to &#. The
company will set up all the new plants as reen field plants. It doesn3t
have any intentions to ac4uire any e-istin plants.
=
"$320$B*2$6/
It7s obvious that availability holds the key to the market. 4or any product
to be successful the distribution system has to be really good. arge tracts
of the country have not been e2plored by the national brands, which
e2plains the proliferation of smaller brands.
Bisleri>s strategy is to build a direct distribution system at an all-
$ndia level. %urrently: Bisleri has around '0000 retail outlets in the
country with about &!000 each in the Metros of "elhi and Mumbai. $t
is intended to increase this number to &0 la,h outlets in order to
e?pand brand>s reach.
That means serious investments in company3owned trucks and carts. &arle
hopes to double its e2isting fleet of -,,, trucks. This would make it the
largest fleet owner in the country.
In order to service the home segment, the # litre packs are bein pushed
throuh the route of Cat =ealers7, wholesale dealers. who are
retailers as well as stockist and serve as supply points from where
customer can pick the re4uired 4uota. The customer can call the fat
dealer and place order for home delivery of the + litre pack. ->, of these
dealers are already functional, and more are in the process of being
appointed. !The idea is to make *isleri all$pervasive!.
The company plans to have its own distribution network in places where it
has its own plants. 4ranchisees would manage the distribution in their
respective areas of operation.
-,
=1%91;$/;
+ariety is spice of life. Today for any business organisation to be
successful it has to provide its customers with the differentiated product
that is a value buy for them. In order to cater to the changing needs of the
customers the business has to continuously come out with the variants of
the product so that it can target the ma2imum segments.
Today, Ac4ua 0inerals offers a variety of packain optionsD 1#0 ml,
100 ml, #00 ml, 1 litre, & litre, # litre, and &0 litre. The #$litre bottles
account for 1# per cent of sales showin a rowin health concern
amon the Indian society. 1 litre bottles account for 10 percent of the
share, whereas the #00 ml bottles takin up 1# per cent. The remainin
siEes share the rest of the contribution.
The & litres bottles were introduced to slowly and steadily replace the
conventional 1 litre bottles. This would ive them an advantae over
others. The #00$ml cateory was re$focused as a trendy product,
tareted at the teenae crowd and for the roadside consumers.

$5ua 8inerals is currently a supplier to Indian $irlines with -*+3ml
cups. The five3litre packs, launched in (ecember -=== in Eoa, are
currently available in si2 cities, including (elhi, 8umbai and Bangalore,
and sell over +,,,, bottles a day.
--
-ollowing is a @uic, overview of the various pac,aging options
provided by Bisleri along with the target consumersA
3iBe of the bottle =rice per
bottle
2arget consumer
700 ml 0s. ' 2eenagers: college students and roadside
consumers. 1lso aimed to supply to the $ndian
0ailways.
& litre 0s. &! ;eneral consumers and travellers.
&.! litres 0s. &7 %onsumers demanding a little more water at
8ust a little more price.
! litres 0s. !# 3mall offices: shop,eepers: households
7 litrs 0s. C! <ouseholds: institutes: offices: retail shops:
showrooms
!0 litres 0s. '0 <ouseholds: institutes: offices: schools and
colleges
In addition to the above mentioned sizes, *isleri also provides 1#0 ml
cups F for Indian Airlines travellers, and 100 ml cups F for
marriaes and parties.
-*
2he following pie chart clearly shows the sales wise distribution of the
various pac, siBesA
-9
% share of pack sizes in sales
15
30
10
35
10
500 ml
1 litre
2 litres
5 litres
others
8 8 112 0 2 0 4 0 6 0 8 0 10 0 12 0 ye s no no of peopleS erie s1
1"+E02$3$/; %1M=1$;/ 6- B$3)E0$ BE-60E )1*/%< 6-
1%D*1-$/ E 9$/)E4
!very brand needs a good ad campaign to establish itself in the market. So
it becomes very imperative to look at various ad campaigns that Bisleri
undertook to build itself as a brand.
*isleri started its ame$plan with the punch$line of G(ure and 8afe3
and used the same catch$line for advertisin. *ut with the advent of
many new players, all claimin the purity, it became very imperative for
*isleri to differentiate its product so as to stand out in the market.
*isleri found the answer in Gsealed cap bottles3. It claimed 1009 purity.
6hile the bottles of the other brands, it claimed, could be refilled with
ordinary, or even germinated water, BisleriAs seal capped bottles ensured
the consumer of purity of water and single3used ness of the bottles.
The ad showed a milk$man and a child showerin their buffaloes and
fillin the Gso$called3 mineral water bottles with the same water and
packin them with the simple polythene seal and the consumer not
knowin about the Gpurity3 of the water he is drinkin. :e-t clip shows
the *isleri bottles bein sealed with plastic caps and ensurin the purity
of water. The ad did work for *isleri and it ot its much needed product
differentiation.
In *,,,, some giant brands like =epsi and coca-cola entered the mineral
water industry with a big bang. *isleri now had a bi threat of
maintainin its market cap. +hile 2oca$cola introducin its brand
G@inley3 as a health care product, (epsi pro/ected GA4uafina3 as
somethin as pure as GHour own body3.
-?
(epsi tareted the youn eneration and introduced A4uafina as a
fancy product to carry.
The ad campaign of $5uafina emphasized as FD,. of your body is waterA
and thus give your body the purest water. The ad showed youn vibrant
models and created the atmosphere of youthfulness. +ater, (epsi
claimed, was no loner a simple beverae, but was somethin hihly
fashionable. They complimented it by ivin their bottles an attractive
look. This soon cauht the eye of the consumer. All these factors made
(epsi the biest upcomin competitor of *isleri.
+hereas @inley laed behind the race, showin a doctor advisin a
family to take @inley for pure water F not a very attractive ad campain.
Bisleri, to counter3attack the new F-eel-4oung> fever had to even bolder
steps. They first changed their base3line from F=ure and 3afe> to F=lay
3afe>. They tried a brand new ad campaign to catch the fancy of
consumer.
The new ad showed a youn romantic couple on a marooned island,
when the irl seductively attracts the uy and he follows her in trance.
The moment he ets hold of her, she whispers somethin in his ears.
The ne-t few shots show the uy lookin for somethin in frenEyIcan
not find itI.rushes towards the chemist3s shopI.buys Gsomethin3
,keepin the audience in suspenseIor rather implicitly pointin for
GII3.. The irl opens it andI.(AACI.takes out a bottle of *isleri
and 4uenches her thirst. 2aptionD (lay 8afe7. This campain was to
catch the attention of youth and a new Indian society which is supposed
to be Gnot$so$prudish3. Thus *isleri has taken a very bold step. The T.J.
ads have been complimented by print ads also. The campain is
reported to be doin pretty well.
-+
%<1))E/;E3 $/ -06/2 6- 2<E B$3)E0$
The company had the share of more than #09 of the national market. But
now the share of the company is going down, in the pie of the national
market. @ntil recently there was competition with only the unorganized
sector. :ow, havin drowned out by the small$scale emulators with a
609 share of the national market, company now is limberin up for
another contest F from the multinationals.
%ther than the financial constraints up to an e2tent, the company has to
focus on the marketing management of the product. In liht of the
challene in front of the company and its current strenths and
position, we have incorporated the marketin mi- to counter the
marketin strateies of the competitors by developin its own marketin
strateies.
-B
M109E2$/; M$G
The set of controllable tactical tools3 product, price, promotion, and place
/? &s1 that the firm blends to produce the response it wants, in the target
markets.
2he C=s A-
=roductA
The main product of the company is the mineral water by the name of
Bisleri 8ineral water. %ther than mineral water the company has also the
soda water under its brand name called the Bisleri Soda 6ater. The
concept of bottled mineral water was introduced in India, first by Bisleri,
and that is the reason, it has become a generic name for the mineral water.
Bisleri has become a perfect synonym of the mineral water for the Indian
consumers.
The main challene facin the company or any other player in this
mineral water industry is that there is no scope of invention and
innovation in the product, which can be added as the additional benefits
of the product.
It is /ust water after all. This is what the Indian customers think of the
bottled water. If we are talking about a product like television we can
think that the innovations could provide e2tra benefits derived from the
product. -or e?ample other than its core usage the product can
provide for $nternet facilities using conversion.
-D
->
+10$1/23 6- 2<E =06"*%2A
The company is offering wide variants of the product. These include the
different 4uantities available of the product. 8tartin from the >umbo
pack ,15 lt. >ar. to the #00 ml. *ottles. In between, it also has 1 lt., & lt.
and # lt. (acks.
In terms of another variant the company has also come up with small
lasses of 100ml. that are priced at "s.1. per lass. The company has
introduced these lasses for the social occasions like marriaes and et
toether. This aain is very competitive in the price field and also the
customer is ettin a convenient product with the benefit of purity at
such a low price. :ow the customers would not have to drink impure
water served in unhyienic lasses.
=1%91;$/;A
The packaging of the product is an important factor in the marketing of
the product. The packaging of the product was absolutely accepted by the
customers till now. But it has been along time the company has changed
the packaging of -ltr. mineral water bottle.
6ne of the competitors of the company: =epsi: has mineral water by
the name of F1@uafina>. 2he pac,aging of the 1@uafina is creating
the need for the company to change its pac,aging and ma,e it loo,
sturdier. 2he brand 1@uafina has been targeted towards the youth
and that is why they have made the bottle loo, more hip. Bisleri
would have to give a new loo, to its product to stopping 1@uafina
from snatching its mar,et share.
-=
To conclude A ooking at the facts above the company accordin to me
should pay attention on the packain of the product so that it is able to
attract more customers.
Second, the company should go for Brand E?tension. The company
should take the benefit of the brand name it has created over a lon
period of time. It can introduce new products in the cateory of
beveraes.
=)1%EA
&lace stands for the company activities that make the product available to
the target customers. To make the product available to the target
consumers a good distribution network has to be there to support the good
5uality of the product. :ere in the case of the mineral water industry the
distribution network is the important factor in being competitive and the
catch lies in making water available to ma2imum number of places in the
country.
"$320$B*2$6/ /E2W609A
The small3scale players built their sales by piggybacking on the generic
category built up by Bisleri. $t>s a battle that Bisleri can win by sheer
distribution muscle. 6ne of the reason why Bisleri is running strong
in this industry is its strong distribution networ, built over the years
since its inception. Curther, *isleri plans to increase its distribution
network over the southern and eastern reion, where it is behind
popular brands like Team in Tamil :adu and in Andhra (radesh.

*,
%EA 1/ E%6/6M$% -1%260 1--E%2$/; 2<E B*4E0>3
BE<1+$60A
&rice is the sum of values that consumer e2change for the benefits of
having or using the product or service. (rice is the only element in the
marketin mi- that produces revenue. All other elements represent
costs.
In India, where the ma8ority of the population comprise of the middle-
income group and lower income groups it is not hard to understand
that pricing is one of the most important factor in the buying
decisions.
Bisleri has met the e2pectations of the consumers in terms of pricing the
product and also making the product available in variations of litres,
making Bisleri both convenient and affordable. The company is followin
a very aressive pricin. Its product is available at a very reasonable
price. 2ompany chares "e.&for every 100ml. This strategy by the
company is very effective in the Indian conte2t where the consumers are
hihly price conscious. The company has come up with another variant of
the product. It is 1.& lt. *ottle that is priced at "s.1#keepin the price
fi-ed at "e.& per 100 ml. The company has an ede over its competitor
A4uafina recently launched by (epsi that has priced its product at "s.10
for %#0 ml.
%onclusionA To conclude from the facts that the pricin stratey of the
company is very competitive and therefore the company is ivin value
to the customers for money.
*-
=06M62$6/A
8odern marketing calls for more than just developing a good product,
pricing it attractively, and making it available to the target customers,
companies must also communicate with their customers, and what they
communicate should not be left to chance.
A 2ompany3s total marketin communications proram$ called its
(romotion 0i- consists of specific blend of advertisin, personal
sellin, sales promotion, and public relations tools that the company
uses to pursue its advertisin and marketin ob/ectives.
1"+E02$3$/; %1M=1$;/A
6hile designing the advertisement campaign, it is necessary to ,eep in
mind the opinion leaders. 4outh are the opinion leaders of the present
time. 1nd thus it becomes necessary to design the campaign ,eeping
the youth in mind. 2he opinion leaders would further tric,le down
the message to the less active members of the society.
This is e2actly what Bisleri is doing. *isleri has started an advertisement
campain stressin the point of purity and flauntin the patent riht the
company has over the breakaway seal. The company has tried to put the
message across louder, by usin the ad campain that catches the eye of
everyone, specially the youth. %therwise, we find no reason of makin
an advertisement of mineral water look like an advertisement of
condoms.
**
ME331;E %6/2E/2 6- 2<E %1M=1$;/A
Bisleri that was looking for a differentiator decided to make the
breakaway seal the symbol of purity. The tamper$proof seal was
developed, around which the communication was woven. The campain
stresses the safety provided by the breakaway seal by illustratin the
ease with which conventionally sealed bottles can be refilled and
recycled.
The objective with the campaign would have been to highlight the tamper3
proof seal and create doubt in the consumerAs mind of the purity of the
other brands. That is, *isleri is the only one that uarantees purity and
keeps you 8afe.
%onclusionA- /ew advertisement campaign of Bisleri is eye catching.
2his is what the company should do. 1nd also the company should
ma,e the message clearer to the customers that it has the patent right
over the brea,away seal.
$part from a high dose of investments on e2panding bottling capacities
and an ad budget thatAs risen si23fold over last year, if *isleri wants to
penetrate every possible sement of the market, it can do that by
introducin more pack siEes and establishin the brand stronly with
trendy new packain.
$part from creating consumer pull with campaign, the company, to
increase its sales would have to do the sales push as well. Cor that it
would have to ive the retailers and other stockiest hih trade marins
and incentives for keepin the product. This is very important in case of
this product because consumers would take up what is available to them at
ease and whatever retailer is giving. *isleri has introduced attractive
schemes to push the #ltr.bottles and marins are as hih as "s 5.
=etractors feel that, in the lon run, retailers will not push this. They
*9
say it3s a kind of dart board ame. Hou have to throw aain and aain
till you hit bull3s eye.
%6/3*ME0A
The central 5uestion which the company has to understand isG :ow do
consumer respond to various marketing stimuli the company might useH
The company that really understands how customers will respond to
different product features, prices and advertising appeals has a great
advantage over its competitors. 2he @uestion can be further bro,en
down toA Who buysH When do they buyH Where do they buyH Why do
they buyH
Who buysH
In the survey conducted by us, we found that the middle income and the
upper income groups are the users of the bottled water. The lower income
group is still dependent on the water from wells and hand pumps. In the
middle3income group also, people buy bottled water while travelling.
$mong the various income groups, there comprise the students, the office
going e2ecutive, tourists and the retired people. So the company should go
in for strategies to target customer segments based on appeal, prices,
convenient packaging and other characteristics conforming to the
customer segment the company is targeting.
When do they buyH
In the survey we found that the middle3income group buys mineral water
while travelling. $t home or at the work place they mainly use water
*?
filters that are installed. %r, they use large pack of bottled water like the
jumbo pack /-> lt.1 by Bisleri. The upper income group uses mineral
water only. So, they constitute a large part of the total market.
Where do they buyH
$ccording to the survey conducted by us, the bottled water users buy the
water from retail outlets and also throuh tie ups with dealers. Bare
consumers of bottled water like Kotels, institutions, corporate order
their water re4uirements throuh dealers.
The small time but fre5uent consumer buys bottled water from retail
outlets.
Why do they buyH
4or obvious reasons, soaring mercury levels are directly proportional to
consumption of purified bottled water. 2he basic reason consumers as,
for bottled water is the safety. With the growing health haBards in the
country and as the people are becoming more health conscious they
are switching over to bottled water. 2his is the reason that the
industry is growing at fast pace. The other reason after this is, that the
bottled water is convenient to carry. They can throw the bottles after
use unlike when they carry water from home.
%onsumer concerns and =erceptions
The thinking here is that with consumer perceptions about mineral water
changing, the brand Bisleri has to 0einvent itself. ;arlier, mineral water
*+
used to stand for water enriched with certain minerals and was picked
up by health$conscious consumers. This no loner holds. 0ineral water
has come to mean /ust thatLwater. Albeit safe drinkin water that is
conveniently available. The consumer does not really care if the water
contains minerals. The most important consideration is purity of the
product.
What the company is doing to ta,e care of the consumer>s concernH
2ampering of sealsA
Around %' per cent of consumption happens in transit. 2onsumer
research conducted by us revealed that the overridin concern for this
set of buyers is the tamperin of the seal. 0any have witnessed used
bottles bein refilled at railway stations. 8o when a consumer buys
mineral water, he would like to be assured that the water has not been
tampered with. *isleri has rihtly introduced the concept of the
breakaway seal to reinforce the purity of *isleri mineral water and
iven a surety to its consumers that what they are consumin is 31-E.
2aste of the mineral waterA
8any consumers want the mineral water to taste more like IWaterJ. The
consumer research done by us revealed that consumers preferred Bisleri
because of its natural taste.
*B
THE MARKET
In the early -==,s, the branded mineral water industry was worth "s 9
billion, producing around =+ million litres in -==*. &arle BisleriAs Bisleri
launched in -=D-, was the leader with D,. market share. $fter -==9, the
branded mineral water industry saw some hectic activity. %n an average,
every three months, a new brand was launched and another died. In the
late -==,s, many international brands were planning to enter the branded
mineral water market.
8ore than "s.-, billion bottled3drinking water market.
$ccording to some analysts, the main reason for the boom in branded
water was the fact that people were becoming more health and hygiene
conscious. Branded mineral water which sold in only B, towns in -==9,
was available in *+, towns in -==D. In -==>, BisleriAs market share came
down to B,., while $gro7s Bailley9 had *,.. The remaining *,. was
shared by regional players.
B$3)E0$ -EE)3 2<E <E12
In -==>, the branded mineral water market had grown to a ?*? million
litres business, valued at "s ? billion*. There were *,, brands available in
the country. In their bid to garner greater market share, many companies,
including &arle Bisleri tried to make 5uality and the purification processes
they used their uni5ue selling proposition /@S&1.
In *,,,, the branded water market had grown to "s D billion. #ew players
like &epsi7s $5uafina, )oca3)ola7s Iinley and #estle7s &ure ife entered
*D
the market. The market was segmented into premium, popular and bulk
segments /"efer Table I for the price range in different segments1. The
premium segment was the least crowded with just four brandsG 4rench
transnational3(anone7s !vian and 4errarelle and #estle7s &errier and San
&ellagrino. The popular segment was where most of the action was
Bisleri, Bailley, $5uafina, and Iinley were some of the dominant brands
in this segment. In the bulk segment /+, -* J *, litres1, Bisleri was a
major player with Iinley and $5uafina staying out of this segment.
*>
*=
3E;ME/2 %6M=1/4 B01/" =1%93 =0$%E K0sL
=opular







=arle Bisleri


Bisleri


*+, ml 9
+,, ml >
-.* litres -+
=arle $gro

Bailey

99, ml 9.+
+,, ml >
&epsi

$5uafina

D+, ml -,
- litre -+
)oca )ola Iinley - litre -+
Bul,

=arle Bisleri Bisleri + litres ?*
=arle Bisleri Bisleri *, litres >,
=remium


#estle

&errier

99, ml ++
D+, ml =,
(anone !vian - litre >+
In year *,,, price ranges in different segmentsG3
$s product differentiation on the basis of 5uality became increasingly
difficult, with each company claiming that its brand was safe and pure,
companies began to use packaging to differentiate their products. Bisleri
introduced a tamper proof seal in the +,, ml bottle. :owever, analysts felt
that Bisleri(s efforts to reinforce its pure and safe image with a tamper
proof seal may not be all that effective as competitors also had similar
tamper proof sealed bottles. They felt that it was companies with strong
distribution channels that would do well in the long run. &epsi7s $5uafina
was strongly placed because it had the backing of &epsi7s distribution
network in the country.
In $ugust *,,,, )oca3)ola India launched its bottled water brand, Iinley.
Some analysts said that it would be difficult for Iinley to make a dent in
the branded water market in India because it was already overcrowded
and highly competitive. )ommenting on Iinley7s launch, "amesh
)hauhan /)hauhan1, )!% of =arle Bisleri td said, KIt will be tough for
anyone to beat us in this game. 6e will remain market leaders
?
.K
By *,,-, the mineral water market was worth "s -, billion and was
growing at the rate of ?,. a year. Iinley and $5uafina made inroads into
the market and by 8arch *,,-, Iinley had a -,. market share, $5uafina
had ?. and the share of Bisleri had come down to +-.. By Lune *,,-,
Bisleri(s market share was ?D. and $5uafina and Iinley together
accounted for over a third of the market.
In *,,-, both Iinley and $5uafina were making huge investments in
bottling plants and distribution. By *,,*, )oca3)ola India planned to
9,
double the number of water bottling plants to -B and &epsi announced that
it would add seven more plants to the e2isting five. In contrast, Bisleri
had only -+ bottling plants and three franchises. Iinley had +,,,,,,
outlets compared to Bisleri(s 9+,,,,,. $nalysts felt that Iinley and
$5uafina had an edge over Bisleri because of their strong distribution
network.
:owever, one area in which Bisleri seemed to have an advantage over
Iinley and $5uafina was the bulk segment. In *,,, Bisleri(s + and *,
liters packs accounted for *,. of its sales. In *,,-, the company planned
to have D+. of its sales from bulk packs of + and *, litres.
$ccording to analysts the bulk segment had vast potential, and was
e2pected to grow fast. In *,,,, ?,. of the branded water consumption
was in eateries, homes and restaurants. arge shops and commercial
comple2es were fast emerging as attractive targets for mineral water
marketers and Bisleri wanted to be the first to establish itself in the bulk
pack segment.
Bisleri reportedly wanted to focus on the bulk segment because &epsi and
)oca3)ola seemed to be strong in the retail segment and would take some
time to strengthen their presence in the bulk segment. Said 'ibha &aul
"ishi, e2ecutive director /marketing1, of &epsi, KThe bulk segment is not
our core strength, so we would like to confine $5uafina to the retail
segment for the time being.K To strengthen its presence in the bulk
segment, Bisleri was investing heavily on marketing and distribution.
9-
$ccording to some analysts the competition between &epsi and )oca3)ola
in India would shift to branded mineral water. 6ith the cola market
having remained stagnant for the past few years, the branded water
market, with ?,. growth would be an attractive option for these
companies. )oca3)ola planned to invest "s D,,3D+, million in its water
business by *,,+ and &epsi around "s >,, million to "s - billion. In
*,,-, Iinley contributed +. to )oca3)ola7s revenues in India and &epsi
claimed that by *,,*, $5uafina would contribute D. of &epsi7s revenues
in India.
8ain competitors of bisleri are a5uafina, kinley, kingfisher, paras etc.but
in market there is some local brands too captures large share of market.
Some locals brands areG3
-.Shudh =.Sun (rop -D.6ave 6ater
*.&rime -,.&arie ->.$5ua )ool
9.&earl --.&aram -=.8inscot
?.Ic Burg -*.Snow &ack *,.:*go
+.%cean Blue -9.:arianga *-.(elta (rops
B.Elacier -?.Seven Star **.!uro
D.:ello -+.Lasmine 6ater *9.8ount Iailash
>.&ure (rop -B.$ngle 6ater *?.(rinkol
9*
COMPANY PROFILE
Mission statement
Bisleri with a mission to provide the highest 5uality product, keeping in
mind all aspects including freshness, purity and safety, and making it
easily available to the consumer at a very affordable price.
Bac,ground
In -=BD, Bisleri an Italian company, started by Signor 4elice Bisleri, first
brought the idea of selling bottled water in India. It started a company
called Bisleri India. In -=B=, "amesh )hauhan, the )hairman of &arle
!2ports, bought over the brand. In those days, Bisleri packaged drinking
water was available in glass bottles.
Being a returnable package owing to various other problems such as
breakage and weight, in -=D*3D9, Bisleri was made available in &')
/&oly 'inyl )hloride1 bottles. $fter this plastic packaging was introduced,
things started to change, and sales increased rapidly.
The upsurge in the sales of Bisleri started in -==9 as "amesh )hauhan
sold off the &arle stable of brands, including Thums @p, imca and Eold
Spot. "ecognizing the potential of the packaged drinking water market, he
then went on to concentrate on making Bisleri a top selling brand in India.
99
Bisleri pioneers in the bottled drinking water industry since -=BD. I had
always put 5uality and service on top and for us customer satisfaction has
always been a priority.
Bisleri was the first to market bottled water in a totally virgin market and
naturally people associate the brand with bottled water. Bisleri is already
ten steps ahead of its competitors and will always endeavour to widen the
gap in times to come.
Bisleri is also introducing natural mineral water i.e. Bisleri natural
mountain water. %ur mineral water will shortly be launched in the market
as our plants in baddi and uttranchal are e2pected to be commissioned by
mid *,,B.
Bisleri has state3of3the3art manufacturing facilities in cities such as
8@8B$I, B$#E%"!, ):!##$I, E%$, #%I($, L$I&@" and
(!:I in addition to franchises spread across the length and breadth of
the country. $ll these plants are working on international standards of
hygiene, reliability, and purity. %ur bottling operations are processed
through very stringent 5uality checks and parameters at every stage.
BisleriAs brand position is stressed on pure, clean and safe drinking water.
Thus Bisleri has established itself as a force to reckon with in the
domestic drinking water market.
Bisleri has e2tensive direct and indirect distribution network /including
home delivery1 to ensure the best services to our clients and consumers at
9?
large. Such has been the presence and penetration of the Bisleri brand in
the bottled water segment.
%ur esteemed clientele include large institutions and prestigious outlets, a
few of which have been listed as per the anne2ure for your perusal.
Since people have become more health conscious and are diverting from
carbonated soft drinks into waterM recognizing the potential of packaged
drinking water in the market, Bisleri today, is the top selling brand in
India.
ast but not the least, we are always striving to provide the highest 5uality
product, keeping in mind all aspects including freshness, purity, safety
and making it easily available to the consumer at a very affordable price.
ist %f Some %f The &restigious $ccounts 6e $re )atering ToG3
-. &resident :ouse
*. &8 :ouse
9. Let $irways
?. $ir India
+. $shok :otel
B. 8aurya Sheraton
D. :otel 8etropolitan
>. :otel "addison
=. #S)I )lub
-,. %fficers )lub
--. I)I)I ombard
-*. I)I)I &rudential
9+
-9. %riental Bank %f )ommerce
-?. &unjab #ational Bank
-+. @TI
-B. )orporation Bank
-D. 8a2 #ewyork ife Insurance
->. Birla Sunlife Insurance
-=. "ussian !mbassy
*,. $lstom &ower &rojects India
*-. #T&) $lstom
**. urgi India
*9. iving 8edia /India Today1
*?. Times Elobal Broadcasting td.
*+. Times %f India
*B. Lava Ereen &vt td./"eliance 6eb 6orld1
*D. Sri Sringeri Sharda Institute %f 8anagement
*>. $nand Bazaar &atrika
*=. &rentice :all %f India
9,. Thomson &ress India td.
9-. 8overs International
9*. :indalco Industries td.
99. Ihaitan J )o.
9?. "ockland :ospital
9+. 'idesh Sanchar #igam imited
9B. 6orld :ealth %rganization
9D. %il Industry Safety
9>. Staff Selection )ommission
9=. 8inistry %f :ealth $nd 4amily 6elfare
?,. SS) :ead5uarters
?-. "eliance Industries imited.
9B
2he Water Method Man
In an interview with "amesh >ayaswal of the Business Standard, "amesh
2hauhan sas he is on his wa to becoming India!s water "ing. #his is an
e$cer%t from the interview.

KIf all multinationals are putting money in the business, it must have some
potential,K )hauhan says. That is true. $ccording to a report prepared last
year by the Industrial and Technical )onsultancy %rganisation of Tamil
#adu, the mar,et is growing at the rate of M0 per cent per annum.
'arious industry estimates that the market is going to grow at a rate of +,
per cent per annum for at least another seven to eight years owing to
growing hygiene awareness. In other words, the market will more than
double in every two years
To improve the availability of his products in areas where he does not
have a presence at present, )hauhan plans to commission -* new bottling
units across the length and breadth of the country at a cost of "s. -+,
crores.
#e2t on his list of priorities was beefing up the distribution network. :e
has earmarked an investment of "s.*,, crores for this. The fleet of trucks
owned by his -B bottling plants is going to be doubled from the e2isting
-,,,.
9D
%n his e2isting game plan, )hauhan commentsG KBisleri has maintained
its leadership position due to its high @uality despite the fact that the
e2isting local players push their brands by offering over +, per cent
margin to the retailer.K
2he above news clip is an e?tract from an interview published in the
Business 3tandard KWee,endL: on Nuly !!!#: !000.

9>
=062E%2 46*0 EM=)64EE>3 <E1)2< W$2<
M 5 321;E =*0$-$E" B$3)E0$
Bisleri is produced by a painstakingly rigorous process. Source water is
put through a D ;stage purification process. It is then packaged in tamper ;
proof packs with our uni5ue Fbreakaway sealA. $nd all this is done in
completely automated plants to ensure it reaches you perfectly pure and
safe.
$fter this D ; stages purification process, bisleri is adding * minerals
/potassium and magnesium1 in it to make water more healthy and we can
store bisleri water for *, days.
Bisleri is available in a wide range of packages ranging from *+, ml
glasses and in pet bottles0jars namelyM *+, ml, -litre, -.+ litre, * litre, +
litre and *, litre catering to the needs of all kinds of segments as per their
re5uirements. %ur product is packaged only in pet bottles0jars, which are
approved and accepted world wide as food grade packaging materials.

!70 ml. 0s. 7
9=


700 ml. 0s. '



!lt. 0s.&!





! lt. 0s.!#

?,
7 lt. 0s.C!

!0 lt. 0s. '0

M 5 321;E3 =*0$-$%12$6/ =06%E33
?-



OBJECTIVES OF
RESEARCH
The main objective of the research is to find out the market share
of bisleri in corporate sector.
To know its sales promotion tool.
To analyze market scenario, future prospects and developments
taking place in this market.
?*
To know the preference of customer about the product as to
compared with other products.
To know that how long an organization has been associated
with our brand.
To know that the customer is satisfied with Bisleri awareness
programs , sales promotions, advertising companies and publicity.
RESEARCH METHODOLOGY
3urvey and data collection
&rimary data was collected through route mapping, daily route visit
J formal structured 5uestionnaires, which were administered
personally. The structured format ensured greater control over
responses and facilitated easy tabulation, editing and analysis.
Steps involved in this process are as followsG3
?9
The first step was prepared the 5uestionnaire for the
interview.
The ne2t I visited the area allotted then decide which
building in that area I am going to visit. There was no
data base provided by the company.
The ne2t step was to interview the corporate offices
visited to assess their preference for Bisleri, awareness
of the products, schemes, etc.
The ne2t step involved was fi2ing appointments with
those interested offices which are not using Bisleri but
now they found good schemes from Bisleri and want
to use Bisleri for their employees. 6e send them
re5uired 5uotations.
Then, all data gathered was sorted, compiled and
arranged for analysis.
Then analysis of the data was done to derive some
conclusions from observations in target market.
??
3%6=E 6- 0E3E10%< 1/" 31M=)E "E3$;/
-. 3cope of 0esearch
The scope of research can be classified across two aspectsG3
/a1 2arget mar,etA-
?+
The study is restricted to the corporate offices of (elhi, this target market
is the obtainable when the research was conducted for the company.
/b1 2arget 0espondentsA-
The study is focused to the )orporate :ouses.
*. 3ample design
*niverse A Sahibabad
=opulation G corporate offices in Sahibabad.
3ample siBe G a sample size of *+, as been taken for this study.
The key determinates of the sampling universe are G
o $dministrative officerAs J $ccounts officerAs feedback
o self generated responses
o e2isting and well informed universe

3ampling procedure
(ata is collected and analyzed on the basis of
5uestionnaire and survey method, in our study non3probability
sampling method has been e2ercised to obtain information
promptly and ine2pensively. The sample size of *+, was taken.
"ejection rate of the 5uestionnaire was -,. /+,0*+,1.
?B
awareness about packaged drinking
water
200
0
0
50
100
150
200
250
yes no
n
o
.

o
f

p
e
o
p
l
e
Series1
Method 6f 1nalysis 1nd $nterpretation
8icrosoft office was used during project for analyzing the results
and preparing graphs, which were prepared especially for the
survey, 8icrosoft word was used for designing the 5uestionnaire
and 8icrosoft e2cel was used for analysis data gathered. (ata was
recorded on regular basic and the results were obtained at the end
from which inferences were drawn, in order to minimize the error
in result and obtaining result in tabular and systematic manner, I
had used computer.
DATA-ANALYSIS
3tatistical -indings
?D
100%
0%
yes
no
$re you aware of the following brands in packaged drinking waterH
it is clearly shown in the graph that there is a huge difference in yes and
no. $s you see in the pie3chart that -,,. awareness about packaged
drinking water among people.
?>
-. (o you prefer packaged drinking waterH
98%
2%
yes
no
sometimes

?=
196
0
4
0
50
100
150
200
250
yes no sometimes
n
o
.

o
f

p
e
o
p
l
e
Series1
$s the pie chart shows => . people prefer packaged drinking water in
their offices and *. uses sometimes.
*. If yes , then are you aN
+,

196
4
0
50
100
150
200
250
regular need based
n
o

o
f

p
e
o
p
l
e
Series1
These =>. people use regularly, whereas *. use whenever re5uired
means they are need based buyers.
+-
9. 6hich brand of packaged drinking water do you use at currentH
66
30
18
24
12
22
28
0
20
40
60
80
Bisleri Kinley Paras thers
Series1
+*
33%
15%
9%
12%
6%
11%
14%
Bisleri
!"ua#ina
Kinley
King#isher
Paras
Prime
thers
$s it is clearly shown in the pie chart 99. people are using Bisleri. Bisleri
has ma2imum shares in market. $5uafina has -+.,Iingfisher has
-*.,others have -?. share. In others we have Shudh,%cean Blue, &arie,
&earl, Ic Burg,Elacier,:ello,8ount Iailash, :*go etc.
+9
?. Is your organization satisfied with the brand that is being used H
188
12
0
50
100
150
200
no of
people
yes no
Series1

+?
94
%
6%
yes no
=?. people are satisfied with their current brand. %nly B. are not satisfied.
++
+. :ow long your organization has been associated with this brand H
52
93
55
0
20
40
60
80
100
no of
people
less than
18
months
bet$een
18%36
months
more
than 36
months
Series1 Series2

+B
B.
26%
46%
28%
less than
18
months
bet$een
18%36
months
more
than 36
months
+D
$s it shown in the pie chart ?B. people are using here current brand from -> to 9B
months.*>. are associated with It more than 9B months.
D. 6hat is the monthly consumption in your office H
monthly consumption
&5
&8
32
15
0
20
40
60
80
100
belo$
100 'ars
bet$een
101%250
'ars
bet$een
251%450
'ars
abo(e
500 'ars
n
o
.

o
f

j
a
r
sSeries1
Series2
+>
>. (o you feel that the package drinking water has a seasonality
effect H
200
0
0
50
100
150
200
no. of
people
yes no
seasonlity effect Series1
+=

100%
0%
yes
no
B,
&ackaging drinking water has seasonal effect on drinking habit of people.
In my survey -,,. people agrees with seasonality effect on &ackaging
drinking water market.
=. (o you use another local brand in *, litres H
B-
60
140
0
50
100
150
no of
people
yes no
use any other local brand
Series1

B*
yes
30%
no
&0%
yes
no
D, . people are not using any other local brand. They are satisfied with
it. 9,. people use other than their current brand.
B9
-,.6hich factor can change your brand preference H
B?

45%
4%
48%
3%
"uality )ri*e ser(i*e )a*+aging
B+
?>. people switch over because of service not on time, ?+ . people
change their brand preference because of 5uality, >. due to price are too
high, and +. because of packaging means they are not happy with the
packaging.
--. $s an organization what matters most to you H
BB
92
0
108
0
0
20
40
60
80
100
120
"uality )ri*e ser(i*e )a*+aging
Series1
BD
46%
0%
54%
0%
"uality )ri*e ser(i*e )a*+aging
In their own organization +?. people prefer service, and ?B. prefer
5uality of work. &rice and packaging are not so much important for them.
B>
-*. :ow do you rate Bisleri with other players in the market H
92
90
18
0
0
20
40
60
80
100
(
,
g
o
o
d
g
o
o
d
s
t
a
n
d
a
r
d
b
a
d
n
o

o
f

p
e
o
p
l
e
Series1

B=
46%
45%
9%
0%
(,good good standard bad
$s it is shown in the pie chart ?B. people rate Bisleri as a very good
product and ?+. thinks it is good product as compare to other players in
the market.
D,
1&&
18
5
0
50
100
150
200
resol(e it gi(e a
*han*e
*hange it
n
o

o
f

p
e
o
p
l
e
Series1
-9. $re you satisfied with BisleriAs awareness programmes, sales
campaigns, advertising, publicity etc.
88
112
0
20
40
60
80
100
120
yes no
n
o

o
f

p
e
o
p
l
e
Series1
D-
yes
44%
no
56%
yes no
+B. people are not satisfied with their awareness programmes, sales
campaigns, advertising, publicity etc. They know about Bisleri but not
found any sales campaigns and publicity whereas ??. people are satisfied
with it.
D*
-?. If you have some problem in the service, then will you try to resolve
it or change your brandH
88
%
9%
3%
resol(e it gi(e a *han*e *hange it
if people found some problem in service than >>. would like to resolve
it, =. people give them a chance to do better ,and only 9. wants to
change it.
D9

FINDINGS
-. &rice of *, lt. jar of Bisleri too high compare too other players in
the market.
*. @nable to fulfill the current demand of water to the corporate
offices.
9. )ompany has only 9 departments &"%(@)TI%#, S$!S,
$(8I#IST"$TI%#.
?. &irate Bisleri is also available in the market. "etailers buy them on
low price and sell at the price of original Bisleri to make good
profit.
+. %ne of the major problems is that company doesn7t have a direct
and permanent contact with corporate who are using Bisleri. It is a
general complaint that there is a big communication gap between
the company and the corporate and no one is coming to them to
know their problems.
B. %ne of major problem is the price difference. The customers are
getting same product on less price from other supplier than what
they are getting from agency, so there is a price difference in the
market for the same product and its creating a big problem for the
company.
D?
D. There is no proper complaint register maintained, the complaints
are written anywhere on a rough register because of which some of
the complaints left unsolved.
>. I also talked to the retailers and the restaurants that are using *+,
ml, +,, ml, - lt. $nd * lt. Bottles. They complaint about the
company is not providing them chilling e5uipments like /fridge
etc.1. 6here as other companies like &epsi and )oke providing
them chilling e5uipments and good sales promotions schemes.
=. %ne of the complaints done by the customers is that they are not
given the services on time.
-,. "etailers are not getting proper delivery of the desired products.
They are complaining that they are not getting full range properly,
and are not getting the delivery timely and regularly. Because of
this sometimes they have to look for other alternatives also.
--. Some customers have a complaint that they are cheated in sales
promotion schemes and are not given to them and if given than not
given properly.
D+
LIMITATIONS
imitations of the survey the survey and research conducted are
as followsG3
The crucial limitation for this study was the TI8!, as it
was not possible to complete the study in this shorter
span of time.
The sample size chosen for study was small in size
/about *+,1. If the sample size would have been large,
the study would have been more accurate and near to
reality.
$nother limitation was the scope of study was limited to
some areas of (elhi, this might not reveal the needs and
the ideas of the entire population to whom Bisleri is
serving.
The 5uestionnaire prepared for interviews has
limitations also. The 5uestionnaire covers some
important points only and not the entire prospects of the
business.
The viewpoints provided by respondents /mainly
retailers1 might be biased and misleading. It does not
matter how carefully 5uestionnaire and fieldwork has
been designed and conducted. There is difference
DB
between what the respondents say and what they
actually thinkH !ven personal interviews had been
conducted to reduce error, but as the respondents may
not reveal their preferences. Some respondents also
misinterpret the 5uestion and give the misleading
answer.
#o data base provided by the company about the
corporate offices.
Concluson
DD
Before I conclude I would like to share the key learning I derive
from this project. These have been enumerated below as followG
The learning specific to this project has been that it
provided me with a real e2posure to the field of corporate
sales involving application of theoretical facts to the
practical e5uation. The e2perience was indeed an
e?haustive sales e?perience.
0elationship building is one of the important abilities
that play a major role in oneAs success n the field of sales.
This project gave me and opportunity to enhance my
relationship building skills.
&eople have different personalities and attitudes thereforeM
good communication E inter-personal s,ills go a long
way in convincing even the most stubborn or skeptical
people. It is essential to be able to understand each
clientAs psyche and deal with him accordingly. It helps to
be bold, confident and prepared to tackle anything that
might be thrown at you. That, I believe, has been a
valuable lesson I have learned working on this project.
%orporate e?posure i.e. interaction with senior
management e2ecutives of Bisleri International &vt. td.
Eaining an in3depth knowledge about the working of the
48)E companies.
RECOMMENDATIONS
D>
The recommendation from this company has drawn keeping in mind the
limitation and the scope of the study. The suggestion and the
recommendation can thus be given as followG3
The company should make the survey of the market after a specific
period so as the update its market data.
The customer e2ecutives of the company should visit the shops and
corporate offices after a particular period of time. Today in this
world of severe competition the concept of relationship marketing
is preferred the most by the marketing gurus and by all the global
companies. So, they should, target to make good relations with the
customer e2ecutive should be distributed to each and every
customer, which should contain the mobile number of the customer
e2ecutive and the phone number of the concerned depot.
The company should try to stop cross border supply, which is
illegal and damages the whole market because of difference in the
price.
There should be a proper complaint register and all the complaints
should be written in that register. There should be a proper method
through which one can know from that register that which
complaints are solved and which are unsolved.
The company should properly analyze according to its budget that
to whom such sales promotion schemes should be given /who
deserves the most.1 $nd to whom it should not be given. They
should not distribute such schemes randomly or according to their
personal preferences.
The targets given by the senior officials of the company to the
salesman should be in the written form, so that there may not be
D=
any doubt regarding the targets given and so that the mistakes are
avoided.
The supply should be regular and in the proper manner by all
means. There are not more than -,. of the consumers who are
brand loyal. So, the customer is not bound to buy and particular
band. The theory is first come first serve. So, it depends on supply
either to gain or to lose the market share.
The daily rates and the sales promotional schemes should be in
written form, in big font, printed above the root planner. This
should be given daily to the salesman, which has to be shown to
each and every customer and has to be signed in front of their name
by all the customers visited by the salesman. Some of them should
be randomly crosschecked on phone whether the salesman has
visited or not or if he is signing it by himself. This strategy will help
in * ways. 4irstly, the salesman will not be able to do any cheating
in the sales promotion schemes. Secondly, he7ll work hard as he has
to show in the evening that how many shops he had visited.
The no. of loader and the helper should be according to the
re5uirements and should not be less. The loader should do his work
and the helper should do his job. Both the jobs should not be mi2ed
to together.
The company should take part in festivals / (urgapuja etc.1 $nd
open its counter there.
The company should have shake hand with ban5uet and farmhouses
on functions J parties of marriage and birthday.
APPENDICES
>,
Duestionnaire
-. $re you aware of the following brands in packaged drinking waterH
O Bisleri O $5uafina O Iinley O Iingfisher O &aras O NNN.
*. (o you prefer packaged drinking water H
O Pes O #o O NNNNNNNN..

9. If yes , then are you a
O "egular Buyer O #eed based buyer
?. 6hich brand of packaged drinking water do u use currently H
NNNNNNNNN..
+. Is your organization satisfied with the brand that is being used H
O Pes O #o
B. If yes, then please scale your organizationAs satisfaction for the
following attributesH
Quality O '. Satisfied O SatisfiedO @ncertain O (issatisfied
&rice O '. Satisfied O Satisfied O @ncertain O (issatisfied
Service O '. Satisfied O SatisfiedO @ncertain O (issatisfied
&ackaging O '. Satisfied O Satisfied O @ncertain O (issatisfied
D. :ow long your organization has been associated with this
BrandH..................................................
>. 6hat is the monthly consumption in your office H
O Below -,, jars
>-
O Between -,-3*+, jars
O Between *+-3?+, jars
O $bove +,, jars
=. (o you feel that the package drinking water has a seasonality effect H
O Pes O #o
-,. (o you use an other local brand in *, litres H
O Pes O #o
--. 6hich factor can change your brand preference H
O Quality O &rice O Service O &ackaging
-*. $s an organization, what matters most to youH
O Quality O &rice O Service O &ackaging
-9. :ow do you rate Bisleri with other players in the market H
O '.good O good O Standard O Bad
-?. $re you satisfied with BisleriAs awareness programmes, sales
campaigns, advertising, publicity
O Pes O #o
-+. If you have some problem in the service, then will you try to resolve
it or change your brand H
O "esolve it O Eive a chance O )hange it
-B. &lease feel free to recommend any suggestion.
NNNNNNNNNNNNNNNNNNNNNNNNNNN
>*
&lease give the following details G
#ame of the %rganisation G
NNNNNNNNNNNNNNNNNNNNNNN
$ddress of the %rganisation G
NNNNNNNNNNNNNNNNNNNNNNN
)ontact #o G
NNNNNNNNNNNNNNNNNNNNNNN
)oncern &erson G
NNNNNNNNNNNNNNNNNNNNNNN
BIBLIOGRAPHY
Boo,s
>9
Aa"er,& A. 'Mar"eting research(, )ew &elhi,*ohn wile %ublication,
+
th
edition ,--..
Ber,/ C. 'Mar"eting research(, )ew &elhi,#ata Mcgraw 0ill
%ublication, 1
rd
edition ,--..
2otler Phili%. 'Mar"eting management(, )ew &elhi, Pearson
Publication, 3,
th
edition,,--+.
Ramaswam 4 S, 'Mar"eting Management(, )ew &elhi, Mcmilan
Publication,1
rd
edition.
Roshann s%iro, /regor A. 'Management of sales force(, )ew
&elhi, #ata Mc/raw hill Publication 33
th
edition.
$/2E0/E2
www.bisleri.com
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