Presented By Group-8

Marketing Situation
There are around 1200 bottled plants with 200 brands.
The pricing is too close, that leads to stiff competition. Price/ quality characteristics are used for positioning the

quality or value offered by the brand at a very competitive price.

Dominance of the multi-national players

Objectives
Market study

Packaged drinking water market in terms of major players, market size, growth and market share of players, segmentation statements and positioning of the various products available.

Contd
Consumer Study

The consumer segments and their habits and practices also have been studied along with packaging technologies available and the importance of

distribution and logistics networks.

Problem Statement
What are the reasons behind decrease in the sales of Bisleri?

MARKETING RESEARCH M.SUB PROBLEM OBJECTIVE

HYPOTHESIS

Qn No

) How distribution To know the affect of channel is affecting channel coverage on the sales of Bisleri? sales
1

H0: Bisleri is covering all the 04 06 retailers in the region.

H1: Bisleri is not covering all the retailers in the region. H0: Channel coverage of Bisleri is having a positive impact on its sales H1: Channel coverage of Bisleri is having a negative impact on its sales

To know the affect of H0: Bisleri follow Just in delivery of goods just in Time (JIT) strategy. H1: Bisleri does not follow time on sales
Just in Time (JIT) strategy.

03 & *04

To know the affect of retailers commission on sales

H0: Distribution channel of *02 Bisleri is giving offers to retailers to promote Bisleri. H1: Distribution channel of Bisleri is not giving offers to retailers to promote Bisleri.

2) What is the effect of branding on sales of packaged drinking water?

To know whether branding is an essential factor for the consumers to deal with

H0: Consumers 05 purchase PDW based on its brand name. H1: Consumers purchase PDW not based on its brand name. To know whether Bisleri H0: The consumers are 02 & 07 brand has got brand more reliable on the loyalty in the minds of Bisleri consumer H1: The consumers are unreliable on the Bisleri

To know whether there exists any brand switching over from retailers that affect the sales of Bisleri

H0: Retailers *06 preferences are changing from Bisleri to other brands H1: Retailers preferences are not changing from Bisleri to other brands.

3) What is the effect of pricing strategies of Bisleri?

H0: Retailers are *03 To know the getting the price retailers margin benefits from Bisleri H1: Retailers are not getting the price benefits from Bisleri

To know whether Bisleri is giving enough discount offers to retailers when compared to others

H0: Retailers satisfied by discount offers Bisleri H1: Retailers are satisfied by discount offers Bisleri

are *05 the of

not the of

What are the To know attributes affecting attributes the sales of Bisleri? Bisleri
4.

the of

H0: The shape of the

08 & 09

bottle is handy
H1: The shape is not handy H0: Consumer gives much imp to the color. H1: Consumer do not give much imp to color H0: Consumer makes a choice on the fragrance. H1 Consumer makes a choice not based on the

fragrance.
H0: Do the consumer prefer based on price. H1: The Consumer doesnt prefer much on price.

Data Collection
Primary Sources
The required primary data will has collected directly

from customer through structured questionnaires.

Focus Group discussions

o Men and Women

o Age 16 to 30years

Contd
Secondary Sources
Information from company manuals, reports and

internet.

Journals and newspapers

Findings from the FGD

There is a need for delivery of goods Just In Time to

retail shop.
Change in looks & feel of the brand Assured supply to consumers at any point of time.

Consumption of PDW
90 80 70 60 50 40 30

81

20
10 0
yes

19

No

No. of Brands known

Others Omkar

Aquafina

Series1

Kinley

Bisleri

10

20

30

40

50

60

70

Analysis:
To consumers
Age of the respondent * preference Cross tabulation

Consumption per month

45 40 35 30 25 20 15

10 5
0 <5 5_10 10_15 >15

The probability of getting Bisleri in retail shop

5%
14%

46%

To Retailers

The available brands in the reatail shop

Percentage of offers to retailers

7 6 5

4 Series1 3

0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Are you getting any price benefit from the Bisleri

20%
Yes No

80%

Rate the time of delivery to your shop by distributor

Bisleri Aquafina

40% Kinley Kinley Omkar

. Are you satisfied with discount offers of Bisleri?

Age * Consumption Cross tabulation

Consumption 1 Age 15-20 2 3 4 Total

3
21-25 26 26-30 10 Above 31 7 Total 46

0
15 3 5 23

1
9 3 3 16

1
8 4 2 15

5
58 20 17 100

Cross Tabulation Chart

Age * Probability (Cross tabulation)

Probability Most of the times Every time Sometimes Age 15-20 1 21-25 6 26-30 1 Above 31 1 Total 9 18 27 54 1 6 8 5 8 14 11 12 29 1 1 3 Total

Age * Probability (Cross tabulation)

Age * Essential Cross tabulation

Essential Neither imp/ not imp 3 0

Very Imp Age 15-20 1 21-25 14

Imp

Not at all imp less imp 1 0

Total 5

26

58

26-30
7 4 5 3 1 20

Above 31
5 Total 27 38 20 9 6 100 5 6 0 1 17

Age * Essentials (Cross Tabulation)

Correlation Matrix Quality of Shape of bottle Color of label water Correlation Quality of water Shape of bottle 1.000 -.183 -.444

Taste
.174

Price -.185

Brand Name -.035

Package -.042

-.183

1.000

.385

-.192

-.241

.292

.295

Colour of label
Taste

-.444

.385
-.192

1.000

-.208

-.007

.196

.148

.174 Price

-.208

1.000

.288
1.000

.020

-.245

-.185
Brand Name Package -.042

-.241

-.007

.288
.020

.123

-.222

-.035

.292

.196

.123

1.000

.185

.295

.148

-.245

-.222

.185

1.000

Rotated Component Matrix

Component 1 Quality of water Brand Name Price Taste Color of label Shape of bottle Package .002 -.468 .528 -.876 .753 .229 -.346 .025 .297 2 -.073 -.103 .813 .689 .271 -.336 3 .045 .305 -.049 .040 .436 .636