Sunteți pe pagina 1din 45

1

EXPLORING OPPORTUNITY FOR KINLEY JARS AND GEORGIA


VENDING MACHINE IN CORPORATES

SUMMER INTERNSHIP PROJECT REPORT


SUBMITTED TOWARDS PARTIAL FULFILLMENT OF
POST GRADUATE DIPLOMA IN MANAGEMENT

(Approved by AICTE)

ACADEMIC SESSION
2018-19

Submitted by
Student Name: Baishali Jain
Roll no: 18PGDM011
Batch: 2018-2020

Company Guide Faculty Guide

Name: Mr. Nibir Joarder Name: Roma Puri

Designation: Sales Manager Designation: Associate Professor


Name of Company: Diamond Beverages IMI KOLKATA
Private Limited (Coco cola)

INTERNATIONAL MANAGEMENT INSTITUTE, KOLKATA


2/4 C, JUDGES COURT ROAD, ALIPORE,

KOLKATA 700027
2

Certificate from Faculty Guide

This is to certify that the project work entitled “EXPLORING OPPORTUNITY


FOR KINLEY JARS AND GEORGIA VENDING MACHINE IN
CORPORATES” is a bonafide work carried out by BAISHALI JAIN, a
candidate of the PGDM Batch 2018-2020 IMI, Kolkata. The report is based on
this work and is submitted to IMI Kolkata on completion of Summer Internship
Project in Diamond Beverages Private Limited (Coco cola)

Signature

Roma Puri

IMI KOLKATA
3

Acknowledgement

I would like to say a token of thanks to Mr.Sudipta Palit (Territory Area


Manager and Mr.Pradip Halder (Area Sales Manager) who has helped me to
complete this project.
They guided me that which corporate should I tap upon and how should I activate
new corporates so as to increase the market share of company products. They
also advised me that how should I understand my future customers and make
them believe into the company products.
I would like to mention a sincere regards to them as it would be impossible for
me to complete the project without their guidance.

Thanking you,

Baishali Jain

PGDM Batch 2018-2020


4

Executive summary
The project involves an on-field work which includes visiting various offices, showrooms,
hotels, guest house, corporate in different areas of Kolkata in order to conduct survey and
explain the products (Packaged Kinley Drinking Water and Georgia Vending Machine) to the
owners, hr or admin managers.

My objective was to make the corporate switch from using Bisleri, Bailey, Aqua fina
Packaging Drinking Water to Kinley Drinking Water and also install Georgia vending
machines in corporates where the number of employees are more.

There was a total visit of 282 offices for both Georgia vending machine and Kinley water in
order to build awareness among people and convince them to try these two products. After
visiting 282 offices, we received a total number of 90 positive calls for Kinley and 45 number
of positive calls for Georgia Vending Machine. The next step was to send the Quotations of
both Kinley Drinking Water and Georgia Vending Machine to the concerned Hr and taking
appointments from them so that we can install the products in their corporate area. Quotations
are shared to the corporate and we have to wait for the approval from the higher authority of
the organization or the office administration head.

The survey includes finding the market share of different brands of packaged drinking water
and Vending machines, evaluation of usage of different packaging drinking water & vending
machines in different sectors of Corporate like Financial Sectors, Manufacturing Sectors, Real
Estate Sectors, It Sectors, etc. and findings areas where Kinley Drinking water and Georgia
Vending Machines has not been tapped upon. The data was derived from the concerned hr
when I along with my Area Sales Manager (which was assigned to me by the company) used to
ask him different questions and analysis was done in the form of bar charts.

The reason for consumers from not shifting to different brands was the high price of Kinley
and Georgia vending machines. It was the difficult part of the selling process because the
company doesn’t wants to lower its price even if the quantity of consumption of jars per month
is more. Similarly, for Georgia Vending Machine they are charging for the sampling which is
making customer to shift to different brands.
5

Table of Contents:-

Sr No - Contents Page number

1 Introduction 8

2 Industry/Company Overview 10

3 Review of Literature 13

4 About Kinley Brand 16

5 Research Methodology for Kinley 24

6 Data Analysis and Results for Kinley 26

7 Observations and Conclusion 34

8 About Georgia Vending Machine 35

9 Research Methodology for Georgia 40

10 Data Analysis and Results for Georgia 42

11 Observations and Conclusion 44


12 References 46
6

LIST OF TABLES / GRAPHS

Sr no Table Table Name X-axis units Y-axis Analysis Page


No units Tool used No
1 1 Type of corporates visited for Kinley Domains in No of Bar 24
Corporates offices Graph
2 2 Source of water used by the corporate Source of Water No of Bar 26
offices Graph
3 3 Brands of Water Purifier Kept by the Brands of No of Bar 26
Corporate Purifier offices Graph
4 4 Market share of Packaged Water in Brands of No of Bar 27
corporates Packaged Water offices Graph
5 5a Market share of brands of Packaged Brands of No of Bar 28
water in Financial Sector Packaged Water offices Graph
6 5b Market share of brands of Packaged Brands of No of Bar 28
water in Hotel Sector Packaged Water offices Graph
7 5c Market share of brands of Packaged Brands of No of Bar 29
Drinking water in IT Sector Packaged Water offices Graph
8 5d Market share of brands of Packaged Brands of No of Bar 29
Drinking water in Logistics Sector Packaged Water offices Graph
9 5e Market share of brands of Packaged Brands of No of Bar 30
Drinking water in Manufacturing Packaged Water offices Graph
Sector
10 5f Market share of brands of Packaged Brands of No of Bar 30
Drinking water in Real Estate Sector Packaged Water offices Graph
11 6a Usage of Bisleri in Different Sector Domains in No of Bar 31
Corporates offices Graph
12 6b Usage of Bailey in Different Sector Domains in No of Bar 31
Corporates offices Graph
13 6c Usage of Kinley in Different Sector Domains in No of Bar 32
Corporates offices Graph
14 7 Distribution of water Brands of No of Bar 32
Packaged Water offices Graph
15 8 Cost of brands of Packaged water 20 Brands of Cost Bar 33
Litre Jar Packaged Water Graph
16 9 Awareness of Different Brands of Brands of % of no of Bar 33
Packaging Water Packaged Water offices Graph
17 10 Type of corporates visited for Georgia Domains in No of Bar 40
Vending Machine Corporates offices Graph
18 11 Mode of Tea/Coffee in corporates Mode of No of Bar 42
Tea/Coffee offices Graph
19 12 Market Share of Vending machines Brands of No of Bar 42
installed in corporates Vending offices Graph
Machines
20 13 a Market Share of CCD in different Domains in No of Bar 43
corporate Domain Corporates offices Graph
21 13 b Market Share of Nescafe in different Domains in No of Bar 43
corporate Domain Corporates offices Graph
22 14 Opportunities for Georgia Vending No of Employees No of Bar 44
Machine offices Graph
7

INTRODUCTION

Need of study-

The project aims to know the following:-

 Being having a high brand recall in packaging drinking water, Kinley is not able to tap
on markets dominated by local brands and is not able to enjoy the high market share.
 The projects also aims to know the reason for the low sales of Kinley Drinking Water.
 A study on customer’s decision making factors is required in order to understand their
priorities for products which can be worked upon. For this purpose a research is to
undertaken to find out the market scenario.
 The survey report submitted by me will assist the company to take right decisions to
increase the turnover and market share.
 To understands the consumer preferences for beverages in corporate sectors.

Objective of the project-

The objectives of the project are as follows:-

 To find out the market share of Kinley in Packaged Drinking Water and Georgia
Vending machine installed among all corporate in Kolkata.
 To get the feedback from the hr’s of different corporate regarding the Packaged
Drinking water and Vending Machine used by them.
 To make the corporate switch from using Bisleri, Bailey, Aquafina Packaging Drinking
Water to Kinley Drinking Water.
 To open new channels for Georgia vending machine in the corporates and co invert the
existing ones into Georgia.
 To find out the factors that affect corporates decision to tie up with Kinley packaged
Drinking Water and Georgia Vending Machine.
 To analyse the opportunity of Georgia Iced Tea and cold coffee as an alternate beverage
in Corporate sector.
 Suggesting viable Corporates and areas which can be tapped by Kinley Drinking
Packaging Water and Georgia Vending machine.
8

Scope-

 The aspect of considering the food as the prime concept has been eliminated in the
fastest world, every person who live in the fast growing complex world would like to
consume food not by large but by mean. Hence the aspect of considering the leverage
of mixing food items in to digestive component is determined by intake of drinking
water.
 It is recapitalized that the vitality of water is the need of any aspect of digestive
function. Hench the intake of water has accumulated his necessity in the consumption
of normal man.
 The failure of monsoon, no availability of pure water has necessitated to invent
packaged drinking water. Now the order of the day is to consume packaged drinking
water whereby it substances the aspect quality, worth, affordable price and easy
carrying.
 The business world today had been accord in large consumption of packaged drinking
water as it eliminates disease like dengue, cold, fever, metropolis attacks, dysentery and
other viral infections.
 Tremendous scope for new food products containing ingredients that would reduce risk
of diseases like cardiovascular diseases, cancer, hypertension, diabetes, age-related
macular degeneration etc.
 Increasing consumerism coupled with growing organized retail stimulates the demand
for more vending machines across the country. Growing urbanization and corporate
culture provides opportunity for vending machine installations. Improved technology
and new applications has facilitated the market to grow further.

Salient Contribution of the Project:-

 Market share of all brands of Packaged Drinking Water.


 Usage of Different brands of water in Different Domain of Corporate Sectors.
 Analysis of the cost of Different Brands of Packaged Drinking Water.
 Market share of all brands of Vending Machines.
 Analysis of the usage of Different brands of Vending Machine in Different Corporate
Sectors.
 Finding Corporates where Kinley Drinking Water and Georgia Vending Machine can
be installed.

Limitations of the Study:


 The questionnaire was filled mainly by the hr of corporates. Therefore the overall
consumer Acceptability of the state can’t be gauged on this study.
 Some of the respondents had no knowledge regarding few areas of packaged drinking
water and Georgia Vending machine and thus they gave a random answer.
9

Parent Company Overview


Coco-Cola India
The company is one of the country’s leading beverage companies, offering a range of healthy,
safe, high quality, refreshing beverage options to consumers. The Coca-Cola Company started
its operation in India in 1950. The Company decided to re-enter the market on October 24,
1993 and had maintained a strong presence since then. The Company has then gone on to
establish an unmatched portfolio of beverages, refreshing consumers with its leading beverage
brands like Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango,
Limca, Sprite, Sprite Zero, VIO Flavoured Milk, Maaza, Minute Maid range of juices, Georgia
and Georgia Gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged
drinking water, Kinley Club Soda and Burn energy drink.
The Company along with its bottling partners, through a strong network of over 2.6 million
retail outlets, touches the lives of millions of consumers. Its brands are some of the most
preferred and most sold beverages in the country.
The company is believed to support sustainable development, inclusive growth by focusing on
issues relating to water, environment, healthy living and empowerment of women, sanitation
and social advancement. The Headquarter is in Atlanta, United States. The company launched
5by20 initiative in 2010 in India, which is the company’s global program to economically
empower 5 million women entrepreneurs across six industries by 2020.
Coca-Cola India and NDTV launched the Support My School initiative in association with
the UN-Habitat, Charities Aid Foundation (CAF) in 2011 which undertakes activities such as
providing improved access to water, sanitation facilities for adolescents, improving school
infrastructure, supporting environmental causes, building sports and recreational facilities, and
recharging groundwater through rainwater harvesting in government schools in rural and semi-
urban areas across India.
10

Company Overview

Company Name Diamond Beverages Private Limited


Country/Territory India/West Bengal
Address P41, Taratala Rd, Rampur, Santoshpur, Kolkata, West Bengal
700088
Product/Services we offer:-  Carbonated Soft Drinks (Coco cola, Coke Zero, Diet Coke,
Fanta, Kinley Soda, Limca, Sprite, Thumbs Up)
 Juices(Minute Maid Guava, Maaza, Minute Maid Mango,
Minute Maid Fixed Fruit, Minute Maid Nimbu Fresh, Minute
Maid Pulpy Orange
 Water(Kinley Water Bottle, Kinley Jar)
 Stills(Fuze Tea Lemon, Fuze Tea Peach, Georgia Cup,
Schweppes Gingerale, Schweppes Original Soda, Schweppes
Tonic Water, Aquarius)
Business Type:- Manufacturer/Supplier
Industry Type:- FMCG, Food and Beverages
Geographical Market Kolkata(From Shyam Bazar)
No of employees 1600
Revenue ₹1 to ₹5 billion (INR) per year
Year Established 21st September,1995
M.D Mr. Nav Ratan Goenka
Legal Representatives/CEO Mr. Hemant Goenka, Mr. Abhyuday Goenka
Production Line 60 products across 6 production line
No of Warehouse 3
NO of Consumers 25000

Kinley Packaged Drinking Georgia Vending Machine


Water Jar
11

Vision of the Company (DBPL)

To be the best bottling unit in the INSWABU (India and South West Asia Business Unit),
delivering profitable growth in a sustainable manner over long period of time

Our Values (DBPL)

Our values drive us to our actions and describe how we execute them.

 D: Delivering results
 B: Being passionate about company and brand
 P: Pursuing growth through innovation
 L: Leveraging fully engaged employees

Our Milestones (DBPL)

 1995: Becomes an Authorized Bottler of The Coca-Cola Company.


 2000: Starts its innovation journey by incorporating technology in processes to gain a
competitive edge.
 2000: Introduces Kinley Water and changed the face of packaged drinking water segment.
 2003: Introduces the PET plastic bottles as the new way of consuming soft drinks.
 2007: Introduces world’s No. 1 juice brand Minute Maid into the territory.
 2008: Becomes one of the first companies in the country to introduce juices in Tetra Packs.
 2014: Introduces a no calorie variant of Coca Cola as Coke Zero.
 2015: Recognized as the Best Bottler in the INSWABU region by the Coca-Cola
 2016: Continues its innovation pipeline by introducing new brands like Fuze Tea
12

Literature Review

Packaged Drinking Water in India

The mineral water industry is one of the most needed sectors in India because water is a
necessity and those provide by the taps are undrinkable. A human being consumes an average
of 2-3 litres of water daily, and with the Indian population growing at 2-3% annually, we can
expect the demand for mineral water to grow as well. Disposable incomes along with the
awareness of clean drinking water is increasing and thus the packaged water industry is
growing at nearly 15 per cent every year.

There are 5,735 licensed bottlers for packaged drinking water as well as for unbranded water
across India. While there is no standard market size for packaged drinking water, industry
players peg it at ₹8,000 crore. The competition is intense as many players have come up in the
market.

The industry is growing at a rapid speed as most people spends a large part of their time
outside homes and prefers to purchase 20-litre jar of water for home rather than installing
water purifiers. Since people are travelling more, they don’t want to carry water with them as it
is available everywhere, even in the smallest shop, including in rural India. Today, consumers
purchase mineral water in 500-ml bottles, one-litre bottles, and bulk packs, with over five-litre
capacity.

Among all the brands, Bisleri has captured the majority of the market share, and it stands at
36%. Coca Cola’s Kinley has a 35% market share. This is followed by Aquafina, at 15%.
Other smaller brands that do not have a major market share in the mineral water sector are
Parle Agro’s Bailley, Kingfisher and McDowell’s.

The domestic market is split between three groups of players. The first group comprises
national brands with presence all over India and this group is worth Rs 4,000 crores. The next
group comprises local brands manufactured by registered plants but restricted to certain regions
in the country. This group has a turnover of Rs 2,400 crores. Lastly, the unorganised local
brands have a net worth of about Rs 1,600 crores.

Consumers Behaviour

Consumers are growing more health-conscious and are more careful of their drinking habits.
Availability in the chilled form and brand awareness plays a crucial role in purchase decisions.
Availability is another factor that should be taken care of by the companies as consumers
depend on availability of the products. Consumers often drink packaged drinking water as an
alternative to tap water. They think it tastes better (no chlorine taste) and perceive it to be safer
and of better quality. They also look for security. Food scandals in industrialized countries and
waterborne diseases in developing countries greatly influence consumers‟ attitudes. It is
perceived as a healthy alternative to other beverages. Higher living standards and auto usage
enable people to easily bring home more and heavier packaged drinking water. At the office,
packaged drinking water is now a common sight on the desk next to the computer and the
telephone. Drinking packaged drinking water is a sign in the social scale. Above all, it has
become a huge marketing success
13

Organization Buying Behaviour of Packaged Drinking Water:-

These 3 factors influence the corporate to tie up with a particular packaged drinking water
brand
 Evaluation of Quotations, Negotiations
 Supplier’s Choice
 Choice Implementation

Consumer Buying Behaviour of Packaged Drinking Water:-There are various factors


which affects the consumer buying behaviour of Packaged Drinking Water and are as follows:-

 Market Stimuli-Product, price and Economic conditions determine the market stimuli.
 Consumer Psychology-Motivation,Perception(Pure Water),Memory (Last Experience)
determines the consumer Psychology.
 Buying Process-Problem Recognition (thirst), Information Search (Retail/ Grocery/
Etc.), Evaluation of Alternatives- Bisleri/ Aquafina/ Fruit Juice/Aerated Drinks,
Purchase Decision-Availability and Post Purchase Behaviour-
 Purchase Decision:-Brand Choice, Product Choice, Dealer Choice, Purchase Amount
and Purchase Timing

Public Health Aspects: Though the industry is flourishing there are certain aspects which
need to be kept in mind.
 Poor regulation by states
 Poor shelf life and uncertain microbiological stability
 Suspicious water source.
Challenges of Packaged Drinking Water
 Poor transportation to rural areas
 High competition
 Treat from local cheap products
 Easy and cheap availability of water purifiers
Future Opportunities.
 Increasing population will lead to the abundant use of packaged drinking water.
 Increase in the capacity building to meet the future demand and also up gradation due
to new laws will lead to better quality water.
 Less availability of potable water in rural areas will lead to increase in use of Bottled
water.
 Introduction of R.O. purifiers at domestic level has been very successful but has hit the
market of bottled water hard, therefore for players to maintain their space in the market
it is important for them to be cheap, profitable and also maintain high quality.

Product Level Identification


 Core Benefit:-The customer is buying "Thirst"
 Basic Product:-Safe treated Drinking Water
 Expected Product:-Customer expects water to be cold, properly sealed and packed in a
durable manner. Kinley also provides salts of magnesium and sodium in it.
14

BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT


In India, beverages form an important part of the lives of people. It is an industry, in which the
players constantly innovate, in order to come up with better products to gain more consumers
and satisfy the existing consumers.

The beverage industry is vast and there are various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:
 Alcoholic, non-alcoholic and sports beverages
 Natural and Synthetic beverages
 In-home consumption and out of home on premises consumption.
 Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
 Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.

If the behavioural patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. packaged beverages are a luxury and
that they have to be consumed occasionally. These two perceptions are the biggest challenges
faced by the beverage industry. In order to leverage the beverage industry, it is important to
address this issue so as to encourage regular consumption as well as and to make the industry
more affordable.

Four strong strategic elements to increase consumption of the products of the beverage industry
in India are:
 The quality and the consistency of beverages needs to be enhanced so that consumers
are satisfied and they enjoy consuming beverages.
 The credibility and trust needs to be built so that there is a very strong and safe feeling
that the consumers have while consuming the beverages.
 Consumer education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige
relevant to the category.
 Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of the food and beverage
industry in the economy.
15

ABOUT Kinley Brand

Kinley Packaged Drinking water was launched in the year 2000.The brand promises the
assurance of clean and safe drinking water. Its communication through the years has been
around trust and truth.

Kinley Taglines:-

 2009:Vishwaas Karo
 2010:Boondh Boondh mai Viswas
 2013: Boondh Boondh mein hai yakeen
 2014:15:Boondh Boondh mei Sachhai

INGREDIENTS: Treated water and salts of sodium and Magnesium

Kinley Water Purification Process


The Purity is maintained through an over 10 step process:-
1. Disinfection
2. Sand Filtration
3. Activated Carbon Filtration
4. 10 micron Polishing Filtration
5. Reverse Osmosis (RO)
6. Five Micro Filtration
7. UV Treatment
8. 1 Micron Polishing Filtration
9. Mineral Dozing
10. Ozone Filtration
16

Kinley Water Purification Process


17

Marketing Mix of Kinley:-

STP (Segmenting, Targeting and Positioning)

Segmentation
During the time when Kinley was launched, two categories of mineral water were prominent in
the market. These were

 Retail PET (PET bottles of 500ml to 1 litre capacity were being retailed from chemist
to stationery)
 Bulk (20 litres capacity) - Bulk was a segment with huge margin and potential as they
were much popular in households and corporate offices.

Targeting

 Consumers who were hygiene conscious


 Increase in the purchasing power (moving towards mineral water/ can pay high for
value preposition)
 Domestic and international tourists (scarcity of drinking water in most parts of the
country)

Positioning

 Coco cola has positioned Kinley as a brand based on “Purity” and “Trust” under the
tagline “BOONDH BOONDH MAI VISHWAAS”
 National distribution Network
 Focus on the belief that safe water is essential for health
18

4Ps of Marketing

Product:
Kinley targets the group

 who are conscious about health and purity,


 with very specific needs for quality, and
 Can pay high for that value preposition.
Packaged Water: The packaged water of Kinley is available in very SKUs:
 500ml,
 1L,
 2L and
 20 L.
 200 ml Pouches(prevalent in both rural and urban area)

Place:
Kinley strength laid in its strong distribution channel and competent suppliers.
 To compete with the existing players, Kinley initiated its distribution in Metro cities, at a lower
price. Afterwards, from metros it moved to other urban areas and then to rural.
 The penetration strategy in the rural market played a huge role in increasing its market share.
Reason was pouched water, at a price as low as Re.1 in India. The test market for the pouches
was Ahmadabad, and then with its success, it was launched all around.
 The distribution channel includes small mom and pop stores, Local stalls, local fairs, food
segment of malls, association with food partners like Mc Donald’s.
 The packaged water of Kinley is available, almost around all the major countries, wherever
Coca Cola is present.
 Kinley is actively looking forward to skim the growing rural areas, with increasing health
awareness and launching flavours which are popular in these areas, for gaining market share.
19

Price:
 Kinley’s pricing strategy, during its launch in its marketing mix was that of a Market
Follower, with market penetration cost.
 Kinley brand offered the same quality at a lower price, during its initial stage, to enter the
market. It introduced a pouch SKU 0f 200 ml available at a very low cost (for travellers)
 Its parent brand Coca Cola was highly profitable and popular during the time of its launch, so
it could afford the price war.
 Even in coming years, when slowly the competition had to increase their price, Kinley was
still sold at a lower price.
 But now, since consumers who are health conscious are growing over the year, Kinley has
increased its price and its price is more than its competitors. The below prices are as on
April, May 2019

Cost of 20 Litre Jar(in Rs)


150
100
Cost of 20 litre Jrar in Rs

100
60 65 45
50
50

0
Kinley Bisleri Bailey Aquafina Local Brands
Pakaging Drinking Water Brand
20

Promotion:
 Building around the tagline: ‘Thrust of Trust’, the advertisements revolve around stories of
normal upper-middle class people, surrounding truthfulness and honesty, branding the position
of Kinley as the brand of purity.
 Kinley rebranded its bottled water around 2014, changing logo from flowing water to ‘water
droplet’ and with a tagline of ‘boond-boond mei vishwas’ in India. The label was also more
transparent, to enhance the brand’s position around purity.
 Leveraging its ‘Value on trust’ Kinley launches many events and campaigns surrounding the
theme. These events and campaigns are to increase awareness around healthy drinking habits,
importance of drinking water and bringing forward the core value of trust, to build on a
position amongst its consumers. Hence this gives an insight on Kinley marketing mix.

Advertisement of Kinley near Hoarding of Kinley near Rowland Street


Maddox square region

Coco Cola Fridge is given to the retailers who keep their products whether it is mineral water or
coke products.This shop is near Birla Mandir which is in Ballygunge.
21

SWOT Analysis
Strengths:-

1. Association with Coca-Cola: Coca-Cola is a


 popular company
 Closely associated with aerated drinks.
 Has a well-known name in the minds of the customer
 High brand recall.

2. High trust: In comparison to Kinley most other brands of water (Bisleri from Parle, Aqua
sure by Eureka Forbes, and Bailey from Parle agro) are sold by smaller, unknown company as
compared to Kinley which is owned by the company Coca-Cola.

3. Wide distribution channel: Due to increase in the water scarcity Coca-Cola with its
wide distribution channel is able to get its water brand Kinley to remote and rural location
across its markets.

4. Marketing campaigns: The new campaign, called 'Vishwas Karo', has been conceptualised by
O&M. It aims to build on the brands
 core value of trust and
 Takes forward its original 'Boond boond mein vishwas' positioning. A strong consumer
connect has been established by communicating the core benefit of trust through the
‘Boond Boond Mein Vishwas’ campaign.
 It brings forward Kinley’s belief that a little bit of trust can restore faith between
people, within oneself and in the basic goodness of life at large.

5. Variety of packaging: Kinley was introduced with 500ml pack. After 2 years, the number
of packs in quantities like 500ml, 1 liter, 2 liters, and 20 litres were introduced. In addition to
this, the company also launched 200ml water cups for parties, get-togethers and other
functions.

Weaknesses:-

1. Low Ethics of Coca-Cola: Coca-Cola has been a part of numerous scandals which involve
aspects like harmful ingredients in their aerated drinks, pollution of water bodies in and around
their factories due to poor waste disposal and management mechanisms.

2. Low Brand Loyalty: The packaged drinking water industry is highly competitive
with Bisleri from Parle and Aquafina from PepsiCo. The product being water there is not much
of scope for brand loyalty and the only factor that fuels choice is ease of availability. This
becomes a weakness for all players in the domain.

3. No or poor Differentiation: The packaged drinking water industry players suffer from no
or poor differentiation and thus customers do not really find a difference between the various
players. The company has to find an emotional differentiator to ensure that customers find a
solid difference.

4. Regulatory Framework: The new regulatory framework of India mandates that packaged
drinking water follow certain specific quality norms in not just the manufacturing process but
also the packaging which results in additional costs.
22

Opportunities:-

1. Market Potential: The total annual consumption of bottled water in India is around 1.5
billion litres and the cumulative growth rate is at 25 %. This means that there is a huge
untapped market here in addition to other parts of the world.

2. Growing scarcity: There is a growing scarcity of water in the world and the number of
water-borne diseases across the world is growing. People are extra cautious about the water
they consume and this has resulted in a steep increase in the sales of bottled water.

Threats:-
1. Competitors: - Some of the major competitors of Kinley are
 Bisleri:-Bisleri is an Indian beverages company best known for its Bisleri brand of
bottled mineral water. It was launched in Mumbai in the year 1965.
 Bailey:-Bailey’s journey began with its launch in 1993 and has represented the highest
standards of quality and purity in the Packaged Drinking Water category.
 Aqua sure -is a brand of purified bottled water products produced by PepsiCo,
consisting of both unflavoured and flavoured water.

2. Customers High price view for Kinley:-People are of the view that Kinley is costly and
cannot be afforded by local companies.
23

Research Methodology

Industry Type:-FMCG/Food & Beverages

Functional Area of Working:-Sales and Marketing

Methodology Adopted: - General Survey

In this case, a general survey was taken to take knowledge about the market, commonly known
as the pilot survey where particular information was gathered with respect to the brands,
people’s/consumer perception so that it serves as a foundation to prepare the questionnaire for
collecting primary data .

Type of research:-Descriptive

Data Type:-Observational Data (Open Ended survey)

Data Collection Tools:-

 Questionnaire (Structured)
 Personal Interview
 Self-Administrative survey (mail)

Sampling Plan
Sampling Frame: - Below Corporates in the following domains:-

Financing/Manufacturing/Automobile/Real Estate/Logistics/IT/Education/Hotel

Table :-1

Type of Outlet visited by me


120 109

100
No of Offices

80
59
60
44
40
20 22
20 14 11
1 2
0
Financia Manufa Automo Real Educati
Logistics IT Hotels Others
l cturing bile Estate on
Frequency 59 109 1 20 22 14 2 44 11

Description- The X-axis represents the corporates domain and y-axis represents the number of
offices visited by me.
24

Respondent:-Hr/Admin/Purchase Manager/Store Manager


Units:-No of offices
Size:-282
Method:-Non- probability (Quota)
Data Representation Technique: - Bar Graph
Sample Area:-

 Park Street
 Maidan
 Rabindra Sadan
 Rabindra Sarobar
 Kalighat metro
 Ballygunge Phari (Between Haldirams and Pantaloons)
 Jatin Das Park(Maddoxx Square region, sarat Bose Road)

Data Analyzing Instrument:-All the data has been analyzed by the Bar Graphs.
25

Findings of Research

Table-2-Source of water used by the corporate

Source of Water
160
50% 46.45 %
140
120
No of offices

100
80
60
40
3.55 %
20
0
Packaged Drinking
Water Purifier Both
water
Series1 141 131 10

Description- The X-axis represents the source of water and y-axis represents the number of offices.
The percentage depicted in this graph represents the highest consumption of that particular brand in
that sector. Out of 282 corporate offices, the source of water is mainly Packaged Drinking Water (50
%) then comes the water Purifier (46.33 % and 3.55 % are using both packaging and Drinking water.

Table 3-Water Purifier Kept by the Corporate (Market share of water Purifier):-

Brands of Water Purifier


140
87.22 %
120
100
No of offices

80
60
40
12.78 %
20
0
Aquaguard Kent
Frequency 116 17

Description- The X-axis represents the brand of water purifier and y-axis represents the number of
offices. The survey revealed that out of 282 offices surveyed which falls under domains like
Financial, Manufacturing, Automobiles, logistics, Real Estate, IT, Education and Hotels, 133 offices
uses water purifier out of which Aqua guard (Eureka Forbes) has occupied the highest market share
followed by Kent. The percentage depicts the highest market share of a particular Brand.
26

Table 4-Market share of Packaged Drinking Water

Packaging Brands of Water used by the Corporate

Brand of Packaging Drinking Water


50
28.3 % 28.3 % 28.93 %
45
40
35
No of offices

30
25
20
15
6.92 % 5.03 %
10
5
0.63 % 0.63 % 0.63 % 0.63 %
0
Pre Kingfishe
Bailley Kinley Bisleri Aquafina waterlite Amust Zero Bik
Expert r
Series1 45 45 46 10 8 1 1 1 1

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The survey revealed that out of 282 offices surveyed which falls under domains like Financial,
Manufacturing, Automobiles, logistics, Real Estate, IT, Education and Hotels, Bisleri has occupied the
highest market share followed by kinley and Bailey, with all other brands behind. The percentage depicts
the highest market share of a particular Brand.
27

Since 50% of the Corporate are using packaged Drinking Water, the percentage breakup
usage of different brands of packaged drinking water in different domains are:-

Table-5 a-Financial Sector-

Brand of Water used in financial Sector


20
48.48 %
No of offices

15
33.33 %
10
15.15 %
5 3.03 %
0
Bailley Bisleri Kinley Pre Expert
Financial 16 11 5 1

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The percentage depicts the highest market share of a particular Brand. In the financial Sector,
Bailey is ahead followed by Bisleri and Kinley.

Table-5 b-Hotel Sector:-

Brand of Water used in Hotel Sector


20 50 %
39.47 %
No of offices

15

10
7.89 % 2.63 %
5

0
Aquafina Bailley Bisleri Kinley
Hotels 3 1 15 19

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The percentage depicts the highest market share of a particular Brand. In the Hotel Sector
Kinley is ahead followed by Bisleri and Aquafina.
28

Table-5 c-IT Sector:-

Brand of Water used in IT Sector


3.5
43 %
3
No of offices

2.5
2 29 %
1.5
14 % 14 %
1
0.5
0
Aquafina Bailley Bisleri Pre Expert
IT 1 2 3 1

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The percentage depicts the highest market share of a particular Brand. In the IT Sector,
Bisleri is ahead followed by Bailey.

Table-5 d-Logistics Sector

Brand of Water used in Logistics Sector


3.5
33 %
3
No of offices

2.5
22 % 22 %
2
1.5 11 % 11 %
1
0.5
0
Bailley Bisleri Kinley Pre Expert waterlite
Logistics 2 3 2 1 1

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The percentage depicts the highest market share of a particular Brand. In the Logistics Sector,
Bisleri is ahead followed by Kinley and Bailey.
29
Table-5 e-Manufacturing Sector:-

Brand of Water used in Manufacturing Sector


18
33 %
16
14 25 % 25 %
No of offices

12
10
8 10 %
6
4 2% 2% 2%
2
0
Aquafin Pre Zero
Amust Bailley Bisleri Kinley
a Expert Bik
Manufacturing 1 5 16 12 12 1 1

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The percentage depicts the highest market share of a particular Brand. In the Manufacturing
Sector, Bailey is ahead followed by Bisleri and Kinley.

Table-5 f-Real Estate Sector:-

Brand of Water used in in Real estate Sector


2.5
22% 22% 22%
2
No of offices

1.5
11% 11% 11%
1

0.5

0
Aquafina Bailley Bisleri Kingfisher Kinley Pre Expert
Real Estate 1 2 1 1 2 2

Description- The X-axis represents the Packaged Brand of water and y-axis represents the number of
offices. The percentage depicts the highest market share of a particular Brand. In Real Estate Sector,
Kinley, Bailey and Pre –Expert share the same market share.
30

Brand Wise Analysis:-

Table-6 a-Bisleri

Consumption of Bisleri Brand in Different Sector


16 33 %
14
24 % 26 %
12
No of offices

10
8
6
7% 7%
4
2 2% 2%
0
Manufactur
Financial Hotels IT Logistics Others Real Estate
ing
Bisleri 11 15 3 3 12 1 1

Description-The X-axis represents the different sectors and y-axis represents the number of offices. The
percentage depicted in this graph represents the highest consumption of that particular brand in that
sector. Bisleri Brands are mainly used in Hotels followed by manufacturing units.

Table-6 b Bailey

Consumption of Bailley Water in different Sector


20
38 % 38 %
No of offices

15

10

5 7%
2% 5% 5% 5%
0
Manufactur
Financial Hotels IT Logistics Others Real Estate
ing
Bailley 16 1 2 2 16 3 2

Description:- The X-axis represents the different sectors and y-axis represents the number of offices.
The percentage depicted in this graph represents the highest consumption of that particular brand in that
sector. Bailey Brands is mostly used in financial and manufacturing sectors.
31

Table-6 c Kinley:-

Consumption of Kinley Water in different Sector


20 46 %
18
16
No of offices

14 29 %
12
10
8
12 %
6
4 2% 5% 5%
2
0
Manufacturi
Education Financial Hotels Logistics Real Estate
ng
Kinley 1 5 19 2 12 2

Description- The X-axis represents the different sectors and y-axis represents the number of offices.
The percentage depicted in this graph represents the highest consumption of that particular brand in that
sector. Kinley Brand is mainly used in Hotels followed by manufacturing units.

Frequency of Supply of water to the corporate:-

Table-7-Distribution

Distribution of Packaged Drinking Water to different corporates


% of distribution to different stores

120
100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 %
100
80
60
40
20
0

Brands of Packaging Water

Description- The X-axis represents the different sectors and y-axis represents the % of distribution of
water to different offices on regular basis. Distribution is an important parameter and sale of any fast
moving consumer goods depend on distribution network and its availability. The total number of
corporate covered were 282 and out of this almost every office get the mineral water of each brand on a
regular basis.
32

Cost

Table-8-Cost of Different brands of water

Cost of 20 Litre Jar(in Rs)


120
100
100
70
80
Cost (Rs)

65
60
60
45
40
20
0
Kinley Bisleri Bailey Aquasure Local Brands
Pakaging Drinking Water Brand

Description- The X-axis represents the different brands and y-axis represents the cost of 20 litre of
jar. Kinley is the highest followed by Bailey and Bisleri. High cost is the main drawback of the brand
because of which most offices are not able to buy the jars of Kinley.

Awareness:-

Table-9-Awareness of Different Brands of Packaging Water

Packaged Drinking water Awareness


60
% of offices who know about a

50 48 46
particular brand

40

24
30

20
14
6 7 7 5
10 1

0
Pre Kingfishe
Bailley Kinley Bisleri Aquafina Zero Bik waterlite Amust
Expert r
Series1 24 48 46 14 6 7 7 5 1

Description- The X-axis represents the different brands and y-axis represents the % of offices who
know about a particular brand. It has been found out that Kinley is having a high brand recall than
Bisleri.
33

Observations:-
 High Cost:-The cost of Kinley Water Jar is high as compared to other packaged drinking water
jar. People have the conception that both Kinley and Bisleri are Iso Certified brands, then why
the cost of kinley is higher.
 Hygienic Factor: - People are unaware of the fact that Kinley is “mineral added” and focuses
on health and hygiene.
 Unawareness of Purification of Packaged Drinking Water:-People don’t consume
Packaged Drinking water but go for the Water Purifier because of the reason that it is “Ro”.
But they are unaware that Kinley Drinking water before coming out of the factory undergoes
Ro Process which is the seventh process and after that it goes through more three processes.
 Supply issue:-There is an issue with the supply of Kinley Water jars. In Sbi office in
jeevandeep Building, they take 20 jars and give only 8 jars.
 Profit Margin:-Most of the Hotels are unhappy with kinley because they get a higher profit
margin in Bisleri rather than in kinley.
 High Brand Recall:-Kinley is having a high brand recall than all the other packaged drinking
water.
 High Competition: - Kinley, Bisleri and Bailey are enjoying equal market in Kolkata Area
with local brands behind.

Conclusion:-
The brand Kinley, being the product of Coco cola comes with the assurance of safety and uses
latest technology to ensure purity of the product. However people are unaware of the fact that
Kinley is the product of Coco cola. As we know 85.53 % of the market is occupied by the trio-
kinley, Bisleri, Bailey, leaving only 14.47 % occupied by local brands as well as brands which
is having low brand recall. So Kinley must untapped on these markets by focussing on the fact
that they are ISO certified brands, enjoy high market share and high customer loyalty. The
company in order to gain more market share should lower its price and change its segmentation
from premium to normal customers. Kinley has high brand recall but due to its high price it is
unable to extend its market share.
Kinley offers low margins to distributors and retailers which is acting as a hindrance to become
the greatest market leader among all the packaged drinking water. This is the reason
Distributors and Retailers don’t want to keep this brand with them. Kinley should focus more
on promotional camps which will make their brand image associated with taglines “pure and
safety”.
34

Introduction to the brand Georgia


Georgia is the name of a popular brand of coffee drinks sold by The Coca-Cola Company. The
brand is named after Coca-Cola's home state of Georgia. It was launched in 1975 by Coca-Cola
(Japan) Company, a Japanese Subsidiary of the company. It has since expanded to markets
in Singapore, South Korea, India, Bahrain, and the United States of America. Georgia enjoys
the most success in Japan, where it is the highest-grossing coffee beverage. It is also the
highest-grossing beverage by Coca-Cola (Japan) Company
Georgia in India:-In India, Georgia is part of the non-carbonated beverage portfolio of Coca-
Cola India. Under this brand, beverages are dispensed from machines, but not in the canned
format. The coffee is freshly brewed from roast beans with variants like cappuccino, caffe latte,
mochaccino, espresso etc. Other beverages, such as tea or hot chocolate, may also be offered
from the same machine. The brand in India also features machines that dispense Iced Tea
(Lemon & Peach) and Cold Coffee.

Georgia Vending machine

Georgia has 3 types of vending machines:-


 The Bean 2Cup,
 Premix Machine and
 Cold Machine.
35

1. The Bean 2 Cup Machine - This is one of the premium qualities of coffee vending machine
in the market, which is possessed by both Georgia and CCD in the market. The coffee beans
are grinded and the customer is able to get 4 types of coffee i.e. Espresso (black coffee),
Americano (strong coffee), Cappuccino (normal coffee), Café Latte (creamy coffee).The
customer is also made available with 2 types of tea i.e. the Cardamom Flavoured tea and
Lemon Tea and they can also use tea bags with the help of dairy whitener.

Number of Beverages that can be dispensed from our B2C machine: 7

Beverage Beverage description

We have 4 options of Freshly extracted coffee variants from


Roasted Coffee Beans
Beans:

1. Espresso A freshly extracted shot of concentrated black coffee

2. Americano Freshly extracted espresso with hot water added

3. Cappuccino (Low Sugar) This is espresso topped with foamy milk

4. Café Latte (Low Sugar) Espresso with extra milk- milky coffee

Premix Tea We have 3 types of Premix Tea: Choose any 2 Tea Flavour

1. Hot Lemon Tea Hot Lemon Tea

2. Cardamom Tea(Low Sugar) Tea with the flavour of Cardamom, Low sugar

3. Masala Tea Tea with the flavour of Masala

Dairy Whitener Premix

1. Gold Dairy Whitener Super Creamy Low sugar Milk - can be used for dip tea
36

2. Premix Machine - This is the machine which is preferred more in the corporate channel.
Georgia, Nescafe, Lipton, Godrej serve this type of machine. Premix machine is segmented into
two categories i.e. 2 lane machines and 4 lane machines. In the 2 lane machine the customer has
access to 2 options at the same time, for example cardamom tea and chicory coffee and in 4 lane
machine the customer is able to use 4 options at a single time. In this machine neither milk nor
sugar is required only premix solution will be mixed with hot water as per the technical ratio of
the machine itself.
Number of Beverages that can be dispensed from our Premix machine: 4 (any 4 of the
following)

Beverage Beverage description

Premix Coffee We have 2 types of Premix Coffee: Choose any 1 Coffee Flavour

1. Chicory Coffee Chicory Coffee Premix

2. Classic Coffee Classic Coffee Premix

Premix Tea We have 3 types of Premix Tea: Choose any 1 or All 3 Tea Flavour

1. Hot Lemon Tea Hot Lemon Tea

2. Cardamom Tea Tea with the flavour of Cardamom

3. Masala Tea Tea with the flavour of Masala

Dairy Whitener Premix: Choose any 1 Dairy Whitener (if required for dip tea)

1. Regular Dairy
Regular sugar Milk - can be used for dip tea
Whitener

2. Gold Dairy Whitener Super Creamy Low sugar Milk - can be used for dip tea

3. Cold Machine – This machine is preferred in the business and HORECA (Hotels Restaurants
Catering) channels. In this machine only 2 products is possible i.e. Cold Coffee and Iced Tea.
Iced Tea & Cold Coffee Dispensing Solution
 Beverages that can be dispensed: Lemon or Peach
 Flavoured Iced Tea, Cold Coffee
 Rated Capacity: @ 40 cups/hour of 400 ml for 2 peak hours
 Dimensions (H x W x D) in inches: 28”x 14” x 29”
 Rated Power Consumption: 3.2 KW/day
 Weight: 62 KG
 Premix Canister Capacity: 1 KG
GEORGIA COLD MACHINE
 No of Beverages: 3 Beverages
 Serve Sizes: 250- 400 ML
 Beverage Temperature: <7 degree Celsius
37

PRODUCTS OF GEORGIA
1. Dairy Whitener Premix – This is the normal powdered milk used in the beans machine as
well as in premix machine. This is the normal dairy whitener which contains normal quantity
of sugar.
2. Dairy Whitener Gold – This is the same as dairy whitener, only the percentage of sugar is
less, preferable for those who want low sugar and used both in beans machine as well as in
premix machine.
3. Cardamom Tea – This is the normal tea flavoured with cardamom having normal quantity
of sugar in it and preferred more in corporate channel.
4. Lemon Tea – This Tea can also be considered as a refreshing tea, doesn’t contains milk and
the essence of lemon makes the tea more preferable to customers.
5. Chicory Coffee – This is the normal coffee which is flavoured by a fruit named Chicory.
This coffee contains milk and sugars both in equal proportions.
6. Straight Coffee – This is also known as the strong coffee, preferred in cold seasons,
contains both milk and sugar but the percentage of coffee is more than the milk.
7. Cappuccino Premix-This is being newly launched and is the new variant of coffee i.e.
cappucchino.
8. Roasted Coffee Beans – This coffee bean is only used in the beans to cup machine and are
the premium quality of coffee beans imported from Visakhapatnam. It is one of the most
expensive products of Georgia. In the beans machine these roasted coffee beans are mixed with
dairy whitener and the final product is in the cup.
9. Cold Coffee Premix – This premix is only used in cold machines, mixed with cold water
and the cold coffee is ready. It comes with the measurement of 150ml. This is basically used in
retail channels and shops and cafes.
38

Target markets for these three machines:

 Bean to cup machine: Restaurants, hospitals, offices, showrooms where there are at least 60
cups consumption.
 Premix machine: Restaurants, hospitals, offices, showrooms where there are at least 60 cups
consumption.
 Cold coffee and tea machine: Restaurants, offices, showrooms, hospitals where there are at
least 100 cups consumption.

Competitors of Georgia Vending Machine


 CCD: - Cafe Coffee Day is an Indian cafe chain owned by Coffee Day Global Limited, a
subsidiary of Coffee Day Enterprises Limited. Coffee Day serves 1.8 billion cups of coffee,
annually, in six countries.
 Nescafe: -Nescafe is a brand of coffee made by Nestle. It comes in many different forms. The
name is a portmanteau of the words Nestle and cafe. Nestle first introduced their flagship
coffee brand in Switzerland on 1 April 1938.
 Godrej:-Godrej is the leading manufacturer of high quality table top beverage Vending
Machines for the world market in collaboration with M/s Veromatic International BV of The
Netherlands. They are also one of India’s leading integrated Vending Service providers, using
our world class machines and refreshing beverages to provide a delight service experience.

Cost of Machine (Equipment Rate)

 B2C Machine: Rs. 1000/- (+GST) per machine, per month extra. (Three month advance)
 Premix Machine (2 options): Rs. 500/- (+GST) per machine, per month extra (Three month
advance)
 Premix Machine (4option): Rs. 700/- (+GST) per machine, per month extra (Three month
advance)
 Cold vending Machine: Rs. 1000/- (+GST) per machine, per month extra (Three month
advance)
39

Research Methodology

Industry Type:-FMCG/Food & Beverages

Functional Area of Working:-Sales and Marketing

Methodology Adopted: - General Survey

In this case, a general survey was taken to take knowledge about the market, commonly known
as the pilot survey where particular information was gathered with respect to the brands,
people’s/consumer perception so that it serves as a foundation to prepare the questionnaire for
collecting primary data .

Type of research:-Descriptive

Data Type:-Observational Data (Open Ended survey)

Data Collection Tools:-

 Questionnaire (Structured)
 Personal Interview
 Self-Administrative survey (mail)

Sampling Plan
Sampling Frame: - Below Corporates in the following domains:-

Financing/Manufacturing/Automobile/Real Estate/Logistics/IT/Education/Hotel

Table :-10

Type of Outlet visited by me


120 109

100
No of Offices

80
59
60
44
40
20 22
20 14 11
1 2
0
Financia Manufa Automo Real Educati
Logistics IT Hotels Others
l cturing bile Estate on
Frequency 59 109 1 20 22 14 2 44 11

Description- The X-axis represents the corporates domain and y-axis represents the number of
offices visited by me.
40

Respondent:-Hr/Admin/Purchase Manager/Store Manager


Units:-No of offices
Size:-282
Method:-Non- probability (Quota)
Data Representation Technique: - Bar Graph
Sample Area:-

 Park Street
 Maidan
 Rabindra Sadan
 Rabindra Sarobar
 Kalighat metro
 Ballygunge Phari (Between Haldirams and Pantaloons)
 Jatin Das Park(Maddoxx Square region, sarat Bose Road)

Data Analyzing Instrument:-All the data has been analyzed by the Bar Graphs.
41

Findings for Georgia:-


Mode of Tea/Coffee

Table-11- Mode of Tea/Coffee

Mode of Tea/Coffee
188
200
No of Offices

150

100 94

50

0
Traditional VENDING MACHINE
Series1 188 94

Description- The X-axis represents the mode of intake of tea/coffee in offices and y-axis represents the
number of offices Out of 282 offices covered, 188 offices are using Traditional Method and 94 offices
are using Vending Machine.

Table-12-Market Share of Vending machines present in 97 offices:-

Brands of Vending Machine


70 63.92 %
60
No of offices

50
40
30 23.71 %
20
10 1.03 % 4.12 % 2.06 % 2.06 %
3.09 %
0
Brookebo
Nescafe CCD Godrej Yava Tea Bags Nestle
nd
Series1 23 62 3 1 4 2 2

Description:- The X-axis represents the brands of vending machines installed in offices and y-axis
represents the number of offices. The percentage depicts the market share of that particular brand in
that area. CCD is ahead followed by Nescafe.
42

Since 97 offices are using Vending machines, the percentage breakup usage of different brands
of vending machine in different domains are:-
Here the Analysis of CCD and Nescafe has only been done because they are the highest market
players in this sector.

Table 13 a-Market Share of CCD in different sectors

CCD Vending Machine in Different Sector


31 % 29 %
20

15
No of offices

18 %
10
6% 8% 6%
 5
Nescafe:- 2%
0
Manufactu
Financial Hotels IT Logistics Others Real Estate
ring
CCD 19 11 4 5 18 1 4

Description- The X-axis represents the domains of corporates and y-axis represents the number of
offices. The percentage depicts the market share of CCD in that particular domain. CCD is ahead in
financial sector followed by manufacturing sector.

Table 13 b-Market Share of Nescafe in different sectors

Nescafe Vending Machine in Different Sector


10 41 %
9
8
7
No of offices

6
5
4 14 %
14 % 9%
3 9% 5% 9%
2
1
0
Manufactu
Financial Hotels IT Logistics Others Real Estate
ring
Nescafe 3 2 3 2 9 1 2

Description- The X-axis represents the domains of corporates and y-axis represents the number of
offices. The percentage depicts the market share of CCD in that particular domain. Nescafe is mainly
present in manufacturing units.
43

Scope of Georgia Vending Machine:-

Table-14-Opportunities for Georgia Vending Machine

scope of Georgia Vending Macine


180 83 %
160
140
No of Offices

120
100
80
60
17 %
40
20
0
>=70 <70
Series1 32 156

Description- The X-axis represents the range of employees and Y-axis represents the number of
offices. It has been found that there are 32 offices in which employee are more than 70 and they are
using the traditional source of tea and coffee. So Company must tap on these offices. These offices
can afford vending machines as the number of employees in this company is more and it can be
included in their cost.

Observations:-
 High Cost:-Most of the offices have less than 20 employees and cannot bear the cost of
installing any vending Machine.
 Market Share:-CCD and Nescafe have occupied the entire market with little regions
untouched where Georgia can get a place.
 Scope: - Most of the offices are using traditional method for Tea, where Georgia can tap those
regions.
 Hygienic factors:-People are of the misconception that the coffee beans left in vending
machine causes pests and insects which may causes diseases.
 Sampling:-As the brand awareness of the product is yet to be improved the sampling of the
product should be done without charging anything. Presently there is a rule if the office want to
taste a sample of coffee beans then it would purchase a 1kg coffee bean and then a guy from
the company will show the sample piece. For this rule many difficulties has been faced as the
offices were not ready to purchase 1kg pack before sampling. The company should keep aside
1kg of bean in its stock only for sampling. Because many companies have a vending machine
of other company and uses coffee beans of another company.
44

Conclusion:-
Georgia is the only brand in the market to provide the entire range of Hot Fresh Brew
coffee, Hot Premixed Flavoured tea & coffee, Iced Tea and Cold Coffee. It is the only brand
in the market, wherein the equipment & spares are managed by the company and not
distributors. Every customer engages a direct relationship with the employee. Georgia
Vending Machine, being a part of the Coco Cola Product should focus on market which is
highly untapped by rest of its competitors like Nescafe, CCD, Brooke bond, etc. As we see
there are many offices in which the number of employees is more and they are still focusing
on the traditional method of drinking tea/coffee. Georgia Vending machine can also focus
on malls like South City Mall, Quest Malls where most of the stalls in food court are not
acquainted with vending Machines. The Company should also improve the brand awareness
of the product that it is the part of the Coco cola Company.

APPENDIX
Questionnaire for Visiting the corporate:-
1. Name of the office:
2. Address & Phone no.:
3. Contact person & designation:
4. What is the source of drinking water in your office?
a. Packaged Drinking
b. Water purifier
c. Others
5. What are the options of refreshment available in your office?
a. Tea & Coffee
b. Soft Drinks
c. Juice
d. Single serve water
6. What is the source of tea and coffee in your office?
a. Traditional Method
b. Vending Machine
7. Which brand of vending machine do you use?
a. Nescafe
b. Café Coffee Day
c. BrookeBond
d. Others
8. What makes you prefer the particular brand?
a. Brand Loyalty
b. Taste
c. Price
d. Availability
e. Others
9. Would you like to meet the sales representative of Georgia a product of Coca Cola?
10. Which brand of packaged drinking water do you use?
11. Are you satisfied with the quality of the container and water?
12. Would you like to go for Kinely the packaged drinking water of the Coca Cola brand?
45

References:-

 https://www.thehindubusinessline.com/specials/india-file/its-money-on-tap-for-water-
players/article24436396.ece
 https://www.mbarendezvous.com/general-awareness/mineral-water-market-in-india/
 https://www.scribd.com/document/225625067/A-PROJECT-REPORT-ON-
OPPORTUNITY-FOR-GEORGIA-ICED-TEA-AND-COLD-COFFEE-AS-AN-
ALTERNATE-BEVERAGE-IN-THE-RETAIL-SECTOR
 https://www.slideshare.net/futurepaul95/beverage-industry-scope-and-importance

 https://www.marketing91.com/swot-analysis-kinley/
 http://vinodarumugam15.blogspot.com/2013/10/stp-marketing-strategies.html
 https://www.coca-colaindia.com/kinley-water-brand
 http://vinodarumugam15.blogspot.com/2013/10/consumer-behaviour.html
 https://www.mbaskool.com/marketing-mix/products/17358-kinley.html
 Sources from the company
 http://dbplko.com/
 https://www.coca-colaindia.com/

Thank you