MARKETING OF BISLERI WATER

A case study of Swastik Agency S!i"oga

TABLE OF #ONTENTS

#!a$te% &' INTRO()#TION
Int%oduction
O*+ecti,e of t!e study
Sco$e of study
Met!odo-ogy
Li"itations
#!a$te% .' #OM/AN0 /ROFILE
#!a$te% 1' /RO()#TS
2edic
Bis-e%i wit! added "ine%a-s
Bis-e%i "ountain wate%
Bis-e%i !i"a-aya wate%
/u%ification
/ackaging
#o"$etito%s
#!a$te% 3' FIRM /ROFILE
#!a$te% 4' ANAL0SIS AN( INTER/RETATION
#!a$te% 5' S)GGESTIONS AN( #ON#L)SION
A//EN(I6
7uestionnai%e
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Bi*-iog%a$!y
#!a$te% &
INTRO()#TION
Int%oduction
O*+ecti,e of t!e study
Sco$e of study
Met!odo-ogy
Li"itations
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INTRO()#TION
Water is a key to social equity to environmental stability and to cultural
diversity. Water is also irmly linked !ith health. "ure and sae drinking
!ater has al!ays been a necessity. The tradition and style o serving
drinking !ater, in #ndia, has ho!ever changed quite dramatically during the
last decade. Almost a decade ago, the introduction o bottled !ater or
$%ackaged mineral !ater& has changed the tradition o serving and
consuming drinking !ater. This has ushered in very strongly, the use o
%olymers or %lastics as materials or !ater storage and distribution.
The categories o bottled !ater in #ndia are "ackaged Natural 'ineral Water
and "ackaged (rinking Water .)ottled !ater industry, colloquially called,
the mineral !ater industry, is a symbol o ne! lie style emerging in #ndia.
The %ackaged drinking !ater in #ndia, !hich is estimated at *s.+,- crores
!ith over 2-- brands loating in the market, most o !hich have restricted
territorial distribution. This is a gro!ing market in #ndia as quality
consciousness among the consumers is on the rise. The bottled !ater market
is gro!ing at a ra%id rate o around 2-..At this gro!th rate, the *s
/---million %er year market is estimated to overtake the sot drinks market
soon. 'ultinationals, Coca0Cola, "e%si, Nestle and others are trying to grab
a signiicant share o the market. There are more than 1+- brands in the
unorgani1ed sector. The small %layers account or nearly 12. o the total
market. The %er ca%ita consum%tion o bottled !ater in #ndia is less than hal
a litre %er year, com%ared to 111 litres in 3rance and 4, litres in the 5S.
These %oints to the uture %otential beyond the high gro!th.
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'a7or "layers !ith their brands include "arle 89%ort !hich introduced
)isleri in #ndia 2, years ago, "arle Agro !ith )ailley, :odre7 3oods !ith its
:olden ;alley, Coca0Cola !ith <inley, "e%siCo !ith Aquaina, Nestle #ndia
!ith "errier, 'ohan 'eakins and S<N )re!eries entered the market !ith
:olden 8agle and "enguin mineral !ater, res%ectively. Nonetheless, )isleri
and )ailley, both o "arle =rigin ,en7oy about ,-. market share and has
become almost generic !ith the %roduct. The %remium bottled !ater market
in #ndia has brands like 8vian, San "elligrino, "errier.
#n the market or !ater %uriiers, !hile Aquaguard rom 8ureka 3orbes,
remains the market leader, several others have made it to the market %lace.
5sha Shriram !ith its )rita !ater "uriier already established, has launched
#ndia>s irst digital !ater %uriier0the !ater guard (igital in collaboration
!ith )rita :mb? o :ermany. ?@@ has also orayed into the !ater
business, !ith its !ater %uriier device called "ure.
Water "uriiers Aresidential segmentB are gro!ing at 2202,. annually. A
high gro!th rate indicates a good uture %otential in these sectors. #t is a *s
, to C billion industry,!ith Aquaguard cornering more than ,-. o the
market. The rest is divided among <ent *=, "entair, #on 89change and
=thers.
The mineral !ater is one o the im%ortant items, !hich is directly consumed
by %eo%le all over the !orld. 'ineral !ater is bottled under very hygenic
conditions under strict quality control being market. #ts ma7or use in , star
hotels and hos%itals !here good quality %ure !ater is required or %otable
%ur%oses. The consum%tion o mineral !ater gradually increase in #ndia due
to shortage o %ure hygenic !ater. The mineral !ater is consumed by
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tourists. No! there is increase o tourist came in our country increase by +0
1-., even some %eak season they are increase more than 1,.. There is
good %ros%ect o mineral !ater industry.
The bottled !ater industry is one o the most thriving sectors in #ndia. The
market is gro!ing at a !ho%%ing rate o about ,, %er cent annually and is
e9%ected to cross *u%ees 1---0crore mark !ithin the ne9t cou%le o years.
Almost all ma7or national and international brands have taken a %lunge.
"arleDs )isleri that virtually mono%oli1ed the bottled !ater market is no!
vying !ith Nestle, Coca Cola, "e%siCo, 'anikchand, 5) and )ritannia.
According to a national0level study, there are close to 2-- bottled !ater
brands in #ndia. Nearly +- %er cent o these are local brands.
)y visiting every sho% or this scheme # understood the market !ell and
came to kno! !hat !as selling in !hat areas and !hat various strategies o
com%etitors !ere. 3or e9am%le # came to kno! that "e%si !ere giving a!ay
ree !ater bottles !ith there cola drinks and eating u% the share o )isleri.
# !as also taking orders rom the retailers and ulilling there needs on time
by directly calling distributers o area. A%art rom that # !as also monitoring
sales in these regions and !as doing tele0calling time to time to motivate
retailers to buy more o bisleri to get gits in return.
Ater this e9%erience # learnt that )isleri continually needs to come u% !ith
these kinds o schemes to com%ete against giant mnc>s. A%art rom that #
also ound out that )isleri needs to !ork hard on there distribution system.
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The %ro7ect on the !hole hel%ed me understand marketing system, customer
relationshi% management and the useulness o marketing in an organi1ation.
O*+ecti,e of Study
The %rimary ob7ectives o the introduction o *etailers scheme card and
research %ro7ect titled $retailers survey in Shimoga !ith s%ecial reerence to
)isleri& are as ollo!sE0
To understand current market scenario in conte9t o %ackaged drinking
!ater.
To attracts retailers most in selection o %ackaged drinking !ater
the various issues related to distribution in various markets
To ind out the %reerence level o )isleri botteled !ater in the market.
To determine the market share o )isleri )rand o )ottle Water
To kno! the com%etitors strategies.
To ind unta%%ed retailers.
Sco$e of study
'arketing is a sub7ect !here a %erson can learn rom anybody. As # !as into
retailers survey !ork o country>s leading %ackaged drinking !ater com%any
)isleri, # !as eeling mysel to be a %art o organi1ations amily. # had a
very good market e9%osure !hile undergoing this %ro7ect because every
%erson came or!ard !ith a dierent o%inion and that !as very im%ortant to
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kno! the %erce%tion o the retailers. And being my irst real e9%osure to the
cor%orate environment, the training %eriod %roved to be very educating and
oered me a great chance to learn the %ractical !orkings o the 3'C:
industry.
Met!odo-ogy
'y research is descri%tive research as it includes a questionnaire survey and
it is a act inding enquiry through retailer>s scheme card. And # am ocusing
on retailers vie!%oint to!ards %ackaged drinking !ater and %roblems
associated
'y "ro7ect is descri%tive research due to the ollo!ing actorE
#t describes the characteristics o retailers in Shimoga city.
#t is carried out to estimate the a%%ro9imate %ercentage o units in a
s%eciied %o%ulation e9hibiting certain behavior.
#t hel%s in determining the %erce%tion o %roduct characteristics.
#t hel%s in making certain %redictions related to %ackaged drinking !ater.
(ata co--ection
/%i"a%y data
"rimary data !as collected through questionnaire method and also through
retailers> scheme card. The Fuestionnaire and *etailers card are attached to
the anne9ure o this re%ort.
Seconda%y data
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Secondary (ata !as collected rom sources at the oice, maga1ines>,
ne!s%a%ers and !ebsites.
LIMITATIONS
A small segment o the market has been covered only, so the conclusion
cannot be generali1ed.
The data collected cannot be ree rom errors, since some o the
res%ondents ailed to give correct inormation.
Study accuracy totally based u%on the res%ondents res%onse.
3irst, it !as not a consumer>s survey but retailer>s surveyG it !as really
hard to ind a ree sitting sho%kee%er in %eek hours o a day !hen survey
!as carried out.
All those retailers !ho !ere not into selling o %ackaged drinking !ater
!ere hard to convince to give their inormation.
There !ere certain cases in !hich sho%kee%ers !ere not !illing to give
their inormation on account o security measures.
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#!a$te% .
#o"$any /%ofi-e
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#o"$any /%ofi-e
ABO)T T8E #OM/AN0
'ineral Water under the name D)isleriD !as irst introduced in 'umbai in
glass bottles in t!o varieties 0 bubbly H still in 12C, by )isleri @td., a
com%any o #talian origin. This com%any !as started by Signor 3elice
)isleri !ho irst brought the idea o selling bottled !ater in #ndia.
"arle bought over )isleri A#ndiaB @td. #n 12C2 H started bottling 'ineral
!ater in glass bottles under the brand name D)isleriD. @ater "arle s!itched
over to ";C non0returnable bottles H inally advanced to "8T containers.
Since 122, 'r. *amesh I. Chauhan has started e9%anding )isleri o%erations
substantially and the turn over has multi%lied more than 2- times over a
%eriod o 1- years and the average gro!th rate has been around 4-. over
this %eriod. "resently !e have + %lants H 11 ranchisees all over #ndia. We
have our %resence covering the entire s%an o #ndia. #n our uture ventures
!e look to %ut u% our more %lants in -C0-/. We command a C-. market
share o the organi1ed market. =ver!helming %o%ularity o D)isleriD H the
act that !e %ioneered bottled !ater in #ndia, has made us synonymous to
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'ineral !ater H a household name. When you think o bottled !ater, you
think )isleri.
We at )isleri value our customers H thereore have develo%ed + unique %ack
si1es to suit the need o every individual. We are %resent in 2,-ml cu%s,
2,-ml bottles, ,--ml, 1@, 1.,@, 2@ !hich are the non0returnable %acks H
,@, 2-@ !hich are the returnable %acks. Till date the #ndian consumer has
been oered )isleri !ater, ho!ever in our eort to bring to you something
rereshingly ne!, !e have introduced )isleri Natural 'ountain Water 0
!ater brought to you rom the oothills o the mountains situated in
?imachal "radesh. ?ence our %roduct range no! com%rises o t!o variants E
)isleri !ith added minerals H )isleri 'ountain Water.
#t is our commitment to oer every #ndian %ure H clean drinking !ater.
)isleri Water is %ut through multi%le stages o %uriication, o1onised H
inally %acked or consum%tion. . *igorous *H( H stringent quality
controls has made us a market leader in the bottled !ater segment. Strict
hygiene conditions are maintained in all %lants.
#n our endeavour to maintain strict quality controls each unit %urchases
%erorms H ca%s only rom a%%roved vendors. We %roduce our o!n bottles
in0house. We have recently %rocured the latest !orld class state o the art
machineries that %uts us at %ar !ith #nternational standards. This has not
only hel%ed us im%rove %ackaging quality but has also reduced ra! material
!astage H doubled %roduction ca%acity. Jou can be rest assured that you are
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drinking sae H %ure !ater !hen you consume )isleri. )isleri is ree o
im%urities H 1--. sae. 8n7oy the S!eet taste o "urity
5nder the leadershi% and vision o 'r. *amesh I. Chauhan, )isleri has
undergone signiicant e9%ansion in their o%erations. The com%any has
!itnessed an e9%onential gro!th !ith their turnover multi%lying more than
t!enty times in a short s%an o 1- years. The average gro!th rate over this
%eriod has been around 4-. !ith )isleri en7oying more than C-. o the
market share in the organi1ed mineral !ater segment.
Currently )isleri has 11 ranchisees and + %lants across #ndia, !ith %lans o
setting u% 4 ne! %lants on the anvil. The over!helming %o%ularity o
D)isleriD and the act that it !as the %ioneer o the bottled !ater industry in
#ndia has made it synonymous to 'ineral !ater and a household name. So
naturally DWhen you think o bottled !ater, you think )isleriD.
*igorous *esearch and (evelo%ment and stringent quality controls have
made it market leaders in the bottled !ater segment. )isleri has al!ays been
committed to oering every #ndian %ure and clean drinking !ater. ?ence
)isleri !ater is %ut through multi%le stages o %uriication, o1onisation and
is hygienically %acked or inal consum%tion.
To maintain strict quality controls in every unit, )isleri not only %urchase
ca%s rom a%%roved vendors, but also manuacture o!n bottles, in0house. To
be at %ar !ith #nternational standards, they have recently %rocured the latest
state0o0the0art machinery !hich has not only hel%ed them im%rove
%ackaging quality but has also reduced ra! material !astage and doubled
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%roduction ca%acity. =ne can rest assured that they are drinking sae and
%ure !ater !hen they consume )isleri. )isleri is ree o im%urities and is
1--. sae. 8n7oy the s!eet taste o "urityK
#o"$any Backg%ound
#n 12C/, )isleri an #talian com%any, started by Signer 3elice)isleri, irst
brought the idea o selling bottled !ater in #ndia. #t started a com%any called
)isleri #ndia. #n 12C2, *amesh Chauhan, the Chairman o "arle 89%orts,
bought over the brand. #n those days, )isleri %ackaged drinking !ater !as
available in glass bottles.
)eing a returnable %ackage o!ing to various other %roblems such as
breakage and !eight, in 12/20/6, )isleri !as made available in ";C A"oly
;inyl ChlorideB bottles. Ater this %lastic %ackaging !as introduced, things
started to change, and sales increased ra%idly.
The u%surge in the sales o )isleri started in 1226 as *amesh Chauhan sold
o the "arle stable o brands, including Thum%s 5%, @imca and :old S%ot.
*ecognising the %otential o the %ackaged drinking !ater market, he then
!ent on to concentrate on making )isleri a to% selling brand in #ndia.
T!e /%esent
#t !as around the year 122,, !hen "arle 89%orts took charge o the brand
o%erations and the business took o in the market. With actories across
#ndia and a strong distribution net!ork, )isleri established itsel as a orce to
reckon !ith in the domestic %ackaged drinking !ater market.
8arlier the %ackaged drinking !ater market consisted o ive star hotels,
tourists and oreigners. As a marketing strategy, a conscious decision !as
taken by the com%any that only 4-. o the sales should come rom these
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outlets and C-. rom general market, i.e. %aan!allas, street sho%s, general
stores and even non0tourists.
This brought about a sea change in the %erce%tion in the consumerDs mind
about consum%tion o )isleri. 8arlier, drinking bottled !ater !as considered
to be more o a status symbol. That thinking has slo!ly changed to the %oint
!here today, not drinking )isleri is considered as being behind the times.
Such has been the %resence and %enetration o the )isleri brand in the
bottled !ater segment.
About e! years ago, in 122+, a strategy !as ado%ted to concentrate
aggressively on the home market. The habit o boiling !ater or using
electronic gadgets !as not adequate, since the source o !ater itsel !as
unreliable.
Futu%e /-ans
)isleri !as the irst to market bottled !ater in a totally virgin market and
naturally %eo%le associate the brand !ith bottled !ater. No! )isleri is
%erha%s already ten ste%s ahead o its com%etitors and !ill endeavor to
!iden its ga% in the times to come.
)isleriDs brand %ositioning stresses on %ure, clean and sae drinking !ater.
Some o the uture %lans to maintain the to% s%ot that )isleri commands in
the #ndian market areE
Ne! %ack si1es in bottles and cu%s
#ncrease the distribution net!ork !ith an investment o over 2--
crores
Strengthen %resence in traditionally !eak areas by setting u% 12
ne! bottling acilities at a cost o *s. 1,- crores.
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While the controversy over 8uro%ean standards is going on in #ndia, )isleri,
the ackno!ledged #ndian market leader, is no! set to sell still and s%arkling
!aters in 8uro%e and America.
)isleri is conident o entering the 8uro%ean market and has been tested by
the Central 3ood H Technology *esearch #nstitute AC3T*#B, 'ysore. The
C3T*#0tested )isleri !ater using 8uro%ean standards and ound Dnot
detectedD or all %esticides s%eciied.
This 8uro%ean launch !ill silence critics !ho had raised issues concerning
)isleriDs !ater quality, a com%any %ress release said. The com%any stands
%roud by its high international quality and has the conidence to take the
8uro%ean market by storm.
Says "arle )isleri chairman *amesh ChauhanE LThe act that !e have
reached out to international markets is an ackno!ledgement o our quality
and our %enchant or saety and %urity.L
#t has develo%ed + unique %ack si1es to suit the need o every individual. #t is
%resent in 2,-ml cu%s, 2,-ml bottles, ,--ml, 1@, 1.,@, and 2@ !hich are the
non0returnable %acks H ,@, 2-@ !hich are the returnable %acks. Till date the
#ndian consumer has been oered )isleri !ater, ho!ever in its eort to
bring something rereshingly ne!, it has introduced )isleri Natural
'ountain Water 0 !ater brought rom the oothills o the mountains situated
in ?imachal "radesh.
?ence its %roduct range no! com%rises o t!o variantsE )isleri !ith added
minerals H )isleri 'ountain Water.
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)isleri Water is %ut through multi%le stages o %uriication, o1onised H
inally %acked or consum%tion. . *igorous *H( H stringent quality
controls has made it the market leader in the bottled !ater segment. Strict
hygiene conditions are maintained in all %lants.
#n its endeavor to maintain strict quality controls each unit %urchases
%erorms H ca%s only rom a%%roved vendors. #t %roduces its o!n bottles in0
house. #t has recently %rocured the latest !orld class state o the art
machineries that %ut it at %ar !ith #nternational standards. This has not only
hel%ed it im%rove %ackaging quality but has also reduced ra! material
!astage H doubled %roduction ca%acity.
The com%any that recently launched its %remium brand !ith medical values
;edica, is e9%ecting a ,- %er cent gro!th in sales rom this brand.
/%o"ote%s
"arle !as established in 1222 as a conectionery manuacturing unit by late
Shri Iayanti @al Chauhan. #n 12C/, 'r. *amesh. I. Chauhan son o @ate Shri
Iayanti @al Chauhan, a '#T and ')A :raduate rom 5niversity o )oston,
5SA, took over the helm o the :rou%. #t !as due to his oresightedness
the grou% bought #talian 'ineral Water Com%any M )isleri in 12C2 that has
gro!n to become the @eading )rand )#S@8*# in #ndian market. "resently
)#S@8*# en7oys number one %osition in the !ater market.
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The :rou% also !as a %ioneer in #ndian market or introducing aerated
drinks like Thum%s u%, @imca, Citra and :old S%ot. These %roducts !ere
later sold to 'NCs in 1226. "resently the ocus o organi1ation is on
%ackaged and mineral !ater marketed under the brand name )isleri.
)isleri #nternational "vt. @imited A)#"@B has the history o being the
undis%uted leader !ith constant gro!th and develo%ment in an ever0
changing environment. )isleri #nternational "vt. @td is 4- years old. #t has
%resently + o!n manuacturing units, 11 ranchisee and 62 contract %acking
acilities across #ndia. We !ill be e9%anding the business to reach ar H
!ide. =ur %lants are no! equi%%ed !ith so%histicated machinery H state o
the art technology.
Bis-e%i9s 2ision
#ts vision is to be the dominant %layer in the branded !ater business !here
the second %layer is less than 2-. o its business.
Bis-e%i9s Mission
#t is in the business to serve the customer. ?e is the most im%ortant %erson.
?e is the only one !ho %ays. ?e deserves the best quality and %resentation
at a !orth o the %rice. #t must have !orld class quality, at the lo!est
%roduction H distribution cost. This !ill make it an unbeatable leader, and
!ill have satisied loyal customers.
Bis-e%i9s ,a-ues
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#ntegrity, @eadershi%, Team!ork, Co0o%eration, Fuality, "assion, and
=%enness H Trans%arency.
O%ganisationa- St%uctu%e
Senior Sales 'anager
AS' under the Senior Sales 'anager
AS' has 1ones divided such as north, east, !est, south and central
Sales 89ecutive or AS' in all the , 1ones
, Cor%orate Sales %erson or all the , 1ones
Their truck drivers are their salesmen
T!e :ou%ney ti-- Now
&;5;' )uys )isleri bottled !ater rom an #talian com%any, 3elice )isleri.
Ea%-y<&;=>s' Shits to ";C bottles rom glass bottles used in 12C2 and sales
urge.
Mid<&;=>s' S!itches to "8T bottles, !hich meant more trans%arency and
lie or !ater.
&;;1' Sells carbonated drink brands like Thums 5%, :old S%ot and @imca
to Coca0Cola or *s.4-- crore.
&;;4' )isleri launches a ,-- ml bottle and sales shoot u% by 4-- %er cent.
&;;=' #ntroduces a tam%er0%roo and tam%er0evident seal.
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.>>>' #ntroduces the 2-0litre container to bring %rices do!n rom *s 1- a
litre to *s 2 a litre.
.>>>' )#S cancels )isleriDs license o !ater bottling in (elhi since some o
the bottles did not carry #S# labelG the license is restored one0and0a0hal
months later.
.>>.' <inley overtakes )isleri. The national retail stores audit by =*:0
'A*: sho! <inleyDs marketshare at 6,.1 %er cent com%ared to )isleriDs
64.4 %er cent.
.>>1' )isleri says it %lans to venture out into 8uro%e and America to sell
bottled !ater.E
.>>5' @aunch o Natural 'ineral Water to increase the %roduct %ortolio.
.>>?' #ntroduced 2,-ml attractive bottles.
.>>=<.>&>' 'ay introduce energy drinks and lavored !ater.
E@$ansion
)isleri #nternational "vt. @td. is committed to meeting the needs o its
customers across the country and to eectively service the end consumer
)isleri has been !orking continuously to establish resh bottling and
distribution ca%acities.
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=ver the course o last one year, bottling %lants have come u% atE
@ocation 8ective (ate
Wadki, 'aharashtra 1/.-+.2--/
Ahmedabad, :u7arat 16.11.2--/
Chennai, Tamil Nadu 1,.11.2--/
Andaman H Nicobar 1+.12.2--/
'adurai, Tamil Nadu -,.-1.2--+
*a7am%et, Andhra "radesh 22.-1.2--+
'ysore, <arnataka 22.-2.2--+
5dai%ur, *a7asthan -1.-6.2--+
<an%ur, 5ttar "radesh -1.-4.2--+
/%oduct Range
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2a-ue #!ain
8very dro% o )isleri !ater is %uriied as %er international standards to
ensure that your )isleri e9%erience al!ays remains %ure and satisying or
longer. The ollo!ing is a brie understanding o the !ater treatment
%rocessE
(ist%i*ution #!anne-
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They have a%%ointed (istributor or each area to sell their %roducts and have
also a%%roaches to the *etailers.
#t>s a battle that )isleri can !in by sheer distribution muscle. )isleri has a
largest distribution net!ork across the country, urther it %lans to increase its
net!ork in southern and eastern region !hich !ill %rove a great advantage
or the com%any.
)#S@8*# a%%oints a sales re%resentative to each distributor. The salesmen
are divided among the territories deined by the distributor.
The distributor has , routes. =ut o the , routes, one is the main route and
the other our are sub routes. The salesmen have to handle these routes. This
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hel%s in avoiding hori1ontal conlict and leads to better ocus and evaluation
o sales %erormance o the salesmen.
The com%any sales %erson makes a visit once every !eek on 3riday. 8very
3riday a re%ort is given by the sales re%resentative to the area head.
Communication regarding stock re%lenishment, etc. takes %lace over %hone.
The %erson o the com%any !hom the distributors communicate !ith is the
Sales 89ecutive. At times the com%any de%loys its o!n men to do the
distribution 7ob or the (istributor also. (ist%i*ution Weakness' Com%any
is not addressing the com%liant rom distributor and end user.
Indust%y Ana-ysis
"otters 3ive 3orces 'odel
Substitutes
Ne! 8ntrant
)argain "o!er o Su%%lier
)argain "o!er o Customer
#ndustry *ivals
ATNCC, Shimoga
26


Indust%y Ri,a-s
*ivals divided into organi1ed and unorgani1ed
=rganised
Coke>s <inley, "e%siCo>s Aquaina, 'ohan 'eakins, S<N )e!eries and
"arle Agro>s )ailley.
5norganised
@ocal !ater brands such as ?2:=, )lue @abel, <!encher, Jes, etc.
New Ent%ants
?5@ !ater %uriier "ureit
;arious ne! local brands Aunorgani1ed %layersB
Sha! Wallace is also in a %rocess to enter the bottled market in the
%remium segment.
Su*stitutes
Sot drinks
ATNCC, Shimoga
24

Water %uriiers
Ta% !ater
Coconut !ater
;ending 'achine !ater
The most economical drink 0nimbu %ani
Ba%gain /owe% of Su$$-ie%
When the com%any>s su%%liers are able toE
raise %rice and reduce quantity
Then the su%%lier %o!er !ould be high
"ackaging A"8T bottlesB
@abeling material
Ba%gain /owe% of #usto"e%
)uyer>s demand
1. )etter quality or service
2. Set com%etitors against each other
At the e9%ense o sellers %roitability
*easonE
1. #ndustry !here many brands ighting or e9istence and
their share
@arge number o choices available to retailer
@o! s!itching cost or retailer
"rices o other %roducts are more o less the same
ATNCC, Shimoga
2,

1. )rand @oyalty o customer is very lo!
ATNCC, Shimoga
2C

#!a$te% <1
Bis-e%i /%oducts

ATNCC, Shimoga
2/

Bis-e%i /%oducts
)isleri has develo%ed + unique %ack si1es to suit the need o every
individual. #t is %resent in 2,-ml cu%s, 2,-ml bottles, ,--ml, 1@, 1.,@, 2@
!hich are the non0returnable %acks H ,@, 2-@ !hich are the returnable 7ar
%acks.
(#338*8NT "*=(5CTS =3 )#S@8*#E
1. ;8(#CA
2. '#N8*A@ WAT8*
6. '=5NTA#N WAT8*
2E(I#A'
ATNCC, Shimoga
2+


;edica Natural 'ountain Water comes to you in all its untouched %urity,
right rom its source. :ushing rom an aquier !ith intense %ressure, the
natural mountain !ater is %ushed above the ground surace to a height o ,
meters above ground level, %o!erully and consistently. The underground
geological origin guarantees that there is no e9ternal Contamination, since
the mouth o the !ater source is covered rom rocks on all sides. )esides,
being naturally ortiied !ith silica, the s%ring is naturally ree orm any
'icrobial inection or %ollution. ;edica Natural 'ountain Water is also lo!
on sodium, making it the %erect choice or the health conscious. #t has a
high %ro%ortion o sul%hates, !hich !ork as natural deto9iying agents. And
it>s clear, s!eet taste %roves that it is ree o calcium carbonate and
magnesium carbonate salts, !hich give some mineral !aters a chalky taste.
Scientiically %ut, the Total (issolved Solids in ;edica Natural 'ountain
Water is22,mgNltr. #t is also high in sul%hates, the natural deto9iying
agents. 8nsuring that all you get !ith ;edica Natural 'ountain Water is the
s!eet taste o %urity.
;edica Natural 'ountain Water is available in ,-- ml and 1 liter bottles
=ur ne! ;edica is the most alkaline !ater there is. ;edica %? is
/./, ?imalayan %? is /.6 H 8vian %? is /.2. 3or those !ho are not so
ske%tical about the beneits o the alkaline liestyle, alkaline !ater hel%s to
ATNCC, Shimoga
22

neutrali1e acids and remove to9ins rom the body 0 it is a great cleanser and
hel%s to deto9iy our system.
&A Bis-e%i wit! added Mine%a-s'
This %roduct is bottled drinking !ater at its best. )isleri !ith
added minerals has a T(S count Atotal dissolved solids
countB o a%%ro9imately 1--. )isleri 'ineral Water contains
minerals such as magnesium sul%hate and %otassium
bicarbonate !hich are essential minerals or healthy living.
They not only maintain the %? balance o the body but also
hel% in kee%ing a %erson it and energetic at all times.
The com%osition o )isleri Water in milligrams %er liter AmgNlBE
1C-0T(S
/.20%h actor
16.C0Calcium
220Chlorides
,+0)icarbonate
/.+0'agnesium
20Nitrate
12.60Sul%hates
CC.10?ardness
ATNCC, Shimoga
6-

/u%ification <
8very dro% o )isleri !ater is %uriied as %er international standards to
ensure that your )isleri e9%erience al!ays remains %ure and satisying or
longer. The ollo!ing is a brie understanding o the !ater treatment
%rocess.
&A #!-o%ination'
<ills micro organisms. *emove organic matter.
.A A%ka- Fi-te%'
*emoves sus%ended matter and turbidity.
1A #a%*on Fi-te%'
*emoves residual chlorine H odours.
3A Re,e%se Os"osis'
*emoves organic material. Controls total dissolved solids in the !ater.
4A Addition of Mine%a-s'
3or the %ur%ose o maintaining a balanced mineral content.
5A Mic%on Fi-t%ation'
Additional saety measures to guarantee %urity.
?A OBonation'
8nsures !ater remains bacteria ree or longer lie.
/ack SiBes A,ai-a*-e
)isleri !ith added minerals is available in 2,-ml cu%s, 2,-ml bottles, ,--ml
bottles, 1 litre bottles, 1., litre bottles, 2 litre bottles and , and 2- litre cans.
ATNCC, Shimoga
61

.A Bis-e%i Mountain Wate%'
The search or ne! %roducts has no! led the com%any to the
ne! Natural 'ountain Water. #ns%ired by nature, it comes
rom a %ristine source situated in the beautiul and scenic
mountains o Northern #ndia. Natural 'ountain Water
resonates !ith the energy and vibrancy o health and !ell0
being. #t is %acked !ith the goodness o natureDs minerals
!hich !ill reresh one>s senses and re7uvenate a %erson.
)isleri Natural 'ountain emanates rom a natural s%ring, located in
5ttaranchal and ?imachal nestled in the vast Shivalik 'ountain ranges.
@auded as todayDs Dountain o youthD, )isleri Natural 'ountain Water
resonates !ith the energy and vibrancy ca%able o taking a %erson back to
nature. )isleri Natural Water is bottled in its t!o %lants in 5ttaranchal and
?imachal "radesh.
/ack siBes A,ai-a*-e C
)isleri 'ountain Water is available in si9 dierent %ack si1es o 2,-ml,
,--ml, 1 litre, 2 litres, , litres and 2- litres
ATNCC, Shimoga
62

1A Bis-e%i 8i"a-ayan Wate%'
DT!e wate% t!at a-"ost descends f%o" t!e
GodsE
The ?imalayas, the abode o the :ods, !here the
earth meets the heavens and !here in lies
natureDs untouched bounty. White glaciers, sno!0
ca%%ed mountains and a %lethora o e9otic herbs
and other lora that have thera%eutic %ro%erties.
This is !here one !ill ind a treasure trove o hidden natural s%ring !ater
that lo!s through natural %uriying ilters, mineral rich rocks and herbs
rom !hich it absorbs many healing %ro%erties. )isleri bottles this %ristine
s%ring !ater directly at source, at the oothills o the ?imalayas.
/ack SiBes A,ai-a*-e
)isleri ?imalayan Water is available in ,--ml. bottles H 1 litre bottles.
/ackaging F Bis-e%i
The most critical as%ect o bisleri>s bottling %rocess that sets it a%art rom
the rest o the industry is the act that their bottles remain untouched right
through the rinsing, illing, ca%%ing and labeling o%erations.
Fi--ing'
)ottles are ed by an air conveyor rom the blo!ing unit directly into the in0
eed o the *3C. The *3C equi%ment is neck run and it boasts o a
monoblock unit, !hich means that every bottle is held by the neck
automatically !hile being inverted, rinsed and s%rayed !ith o1onated !ater
ATNCC, Shimoga
66

at 2 bar %ressure. Ater draining, the bottles are re0inverted and transerred to
the iller. At the iller these bottles are straightened u% and gradually lited to
the illing valves !hich o%en only !hen a bottle is %laced under them.
3illing is then done systematically through gravity.
#a$$ing'
Ater the illing %rocess the bottles are then transerred to the ca%%ing
section. ?ere o1onated0!ater rinsed ca%s are scre!ed on the bottle !ith
uniorm torque. Since the !ater is o1onated all %roduct contact %arts are o
61C@ grade stainless steel and the rubber %arts are o 8"('. AAll
com%onents are !ater lubricated above the table to%.B
La*e-ing'
3rom the ca%%ing section the bottles are directly sent to the labeling section.
All )isleri bottles are labeled on a hot melt reel eed )="" labeling
machine. This machine allo!s each individual bottles to be s%aced out and
ed to the labeling station !here %recisely cut labels !ith a stri% o hot melt
glue at the leading and trailing edge, get rolled around the bottle. These
labels are ed into the machine in a roll orm too.
7ua-ity #!eck'
3rom here on, the bottles go through an online check !here qualiied
%ersonnel ins%ect each bottle or any leaks or breakages. They are then
%acked into sturdy cartons !hich are dis%atched to the market by the
com%any>s leet o trucks.
ATNCC, Shimoga
64

/)RIFI#ATION
8very dro% o )isleri !ater is %uriied as %er international standards to
ensure that customers )isleri e9%erience al!ays remains %ure and satisying
or longer. The ollo!ing is a brie understanding o the !ater treatment
%rocess.
#!-o%ination
<ills micro organisms. *emove organic matter.
A%ka- Fi-te%
*emoves sus%ended matter and turbidity.
#ARBON FILTER
*emoves residual chlorine H odours
Re,e%se Os"osis
*emoves organic material. Controls total dissolved solids in the !ater.
Addition of Mine%a-s
3or the %ur%ose o maintaining a balanced mineral content.
Mic%on Fi-t%ation
Additional saety measures to guarantee %urity.
OBonation
8nsures !ater remains bacteria ree or longer lie.
ATNCC, Shimoga
6,

/A#KAGING
The most critical as%ect o )isleris bottling %rocess that sets them a%art rom
the rest o the industry is the act that there bottles remain untouched right
through the rinsing, illing, ca%%ing and labeling o%erations.
Fi--ing' )ottles are ed by an air conveyor rom the blo!ing unit directly
into the in0eed o the *3C. =ur *3C equi%ment is neck run and it boasts
o a monoblock unit, !hich means that every bottle is held by the neck
automatically !hile being inverted, rinsed and s%rayed !ith o1onated
!ater at 2 )ar %ressure. Ater draining, the bottles are re0inverted and
transerred to the iller. At the iller these bottles are straightened u% and
gradually lited to the illing valves !hich o%en only !hen a bottle is
%laced under them. 3illing is then done systematically through gravity.
#a$$ing' Ater the illing %rocess the bottles are then transerred to the
ca%%ing section. ?ere o1onated0!ater rinsed ca%s are scre!ed on the
bottle !ith uniorm torque. Since our !ater is o1onated all %roduct
contact %arts are o 61C@ grade stainless steel and the rubber %arts are o
8"('. AAll com%onents are !ater lubricated above the table to%.
La*e-ing' 3rom the ca%%ing section the bottles are directly sent to the
labeling section. All )isleri bottles are labeled on a hot melt reel eed
)="" labeling machine. This machine allo!s each individual bottles to
be s%aced out and ed to the labeling station !here %recisely cut labels
!ith a stri% o hot melt glue at the leading and trailing edge, get rolled
around the bottle. These labels are ed into the machine in a roll orm too.
7ua-ity #!eck' 3rom here on, the bottles go through an online check
!here qualiied %ersonnel ins%ect each bottle or any leaks or breakages.
ATNCC, Shimoga
6C

They are then %acked into sturdy cartons !hich are dis%atched to the
market by our leet o trucks.
#OM/ETITORS
The bottled !ater industry is one o the most thriving sectors in #ndia. The
market is gro!ing at a !ho%%ing rate o about ,, %er cent annually and is
e9%ected to cross *s. 1---0crore mark !ithin the ne9t cou%le o years.
Almost all ma7or national and international brands have taken a %lunge.
"arleDs )isleri that virtually mono%olised the bottled !ater market is no!
vying !ith Nestle, Coca Cola, "e%siCo, 'anikchand, 5) and )ritannia.
According to a national0level study, there are close to 2-- bottled !ater
brands in #ndia. Nearly +- %er cent o these are local brands.
A7)AFINA
AGuafina is a brand o "e%si co. #t !as irst distributed in Wichita, <ansas
in 1224, and !as distributed across the 5nited States, Canada, Turkey, Saudi
Arabia, ;ietnam, "akistan and #ndia. As o 2--6, it had become the 5nited
StatesD to%0selling bottled !ater brand in measured retail channels. Aquaina
uses "e%siCoDs o!n seven0ste% %uriication system, !hich it calls ?yd*=0/,
!hich includes %re0iltration treatment to remove larger %articles, t!o stages
o %olishing iltering, charcoal iltration, reverse osmosis, ultraviolet and
o1one sterili1ation. "e%siCo states in marketing material that this system
removes substances that may be in other brands o bottled !ater.
Aquaina entered in #ndian market in 2---02--1 and it used its "arent
concerns established distribution net!ork.
ATNCC, Shimoga
6/

No! !hen !e talk about the market, there are various startegies used by
Aquaina in <arnataka. @ike they are giving a!ay ree !ater bottles to
retailers !ith %urchase o cola cartons and they are not letting any other
drink to be stored inside the rerigerators %rovided by them to the retailers.
#n that case small retailers are unable too kee% )isleri bottles cold and
%ro%sing one o the ma7or reason to not to buy )isleri then to buy any other
!ater. Consumer al!ays ask or cold !ater because o heat in Shimoga.
KINLE0
Kin-ey is o!ned by The Coca0Cola Com%any and sold in many Central
8uro%ean countries and #ndia. #ts carbonated orms are used or mi9ers, and
also available in a variety o ruit lavors.
The <inley brand is used by Coca0Cola or t!o ty%es o drinksE
0A Carbonated !ater !ith a !ide array o variantsE tonic, bitter lemon, club
soda and ruit lavored. Available in Austria, )elgium, )ulgaria, C1ech
*e%ublic, (enmark, 8l Salvador, :ermany, ?ungary, #ndia, #srael, #taly,
@ithuania, @u9embourg, 'aldives, 'oldova, Ne%al, Netherlands, Nor!ay,
"oland, *omania, Slovakia, S!eden, S!it1erland, 5nited States, West
)ank0:a1a and Oambia.
0A ?igh quality bottled !ater available in )angladesh, )ulgaria, #ndia,
'aldives, Nigeria and "akistan.
When !e talk about the market <inley also ollo!s similar strategies to
Aquaina o giving a!ay ree !ater bottles !ith there cola cartons and not
ATNCC, Shimoga
6+

letting retailers ke% any other %roduct inside there com%limentary
rerigerators.
BAILLE0
)ailley, brand is o!ned by "arle Agro "vt. @td. "arle Agro>s other %roducts
are 3rooti, A%%y, @'N, candies like mintro9 etc. #t is the irst !ater brand to
be issued an #S# certiication. The irst to launch s%ecial our0sided 2--ml
bottles catering to %remium airlines like Iet Air!ays and )ritish Air!ays.
)ailley is available in 2--ml, 66-ml, 1 @tr. H 2 @tr. "8T.
The reason behind )ailleys success is that they are oering bottles to the
retailers at very lo! %rice hence giving them o%%ortunities to gain
considerable margins. #n e! areas )ailley distributers !ere su%%lying !ater
at nominal %rice o ive ru%ees to the retailers. *etailers believe that brand
name does not make a dierence !hen it comes to !ater and they al!ays go
or chea%er available variant to them.
KINGFIS8ER
<ingisher is mainly a beer brand manuactured and marketed by united
bre!eries ltd. #t is one o the largest selling beer in country commanding a
22. market share in country. #ts not been very long since it entered into
"ackaged drinking !ater segment. The only strategy behind this !as
diversiication henceorth emerging as one o the main com%etitors to
)isleri. <ingisher also makes use o its already set net!ork and it>s a ma7or
su%%lier o !ater to !ine sho%s.
ATNCC, Shimoga
62

FOSTERS
)ased in 'elbourne, Australia, and %ublicly listed on the Australian Stock
89change, 3osterDs %roducts are sold in over 1-- countries. They have
around 2-- %remium brands, and o%erations stretching over to ive
continents.
3osters beer is very %o%ular in #ndia among youth that creates a kind o
loyalty to the brand urther sho!ing a glim%se in %ackaged drinking !ater
segment. 3osters also use lo! %rice strategy to sell its %ackaged drinking
!ater in market.
OT8ER #OM/ETITORS IN MARKET
ALFA
ATLAS
GOL(EN EAGLE
GOL(EN 2ALLE0
(EW (RO/S
8ELLO
8IMALA0AN
INTIMATE
KENABAR
ATNCC, Shimoga
4-

NAKS8ATRA
NESTLE /)RE LIFE
/RISTINE
RAIN(RO/S
S)N
S/RINT )/
S/A A7)A
#o"$etiti,e Ana-ysis
ATNCC, Shimoga
41

#!a$te% 3
FIRM /ROFILE

ATNCC, Shimoga
42


Fi%" /%ofi-e
Name E S!astik Agency
(ate o 8stablishment E0,02012+,
"ro%rietorE 'r. "rasanna <umar
@ocationE 0 "ark 89tension, (urgigudi
Shimoga
Nature o ActivityE0 *etail and Wholesale
Number o WorkersE 0 C
Working hoursE0 1- am. To +E6- %.m
)isleri has met the e9%ectations o the consumers in terms o %ricing the
%roduct and also making the %roduct available in variations o litres, making
)isleri both convenient and aordable. The com%any is ollo!ing a very
aggressive %ricing. #ts %roduct is available at a very reasonable %rice.
2,- ml :lass *s.4
2,- ml )ottel *s.C
,--ml )ottel *s.1-
1 @itre )ottel *s.1,
2 @itres )ottel *s.22
, @itres Iar *s.6,
2- @itres Iar *s./-
ATNCC, Shimoga
46

8ow "uc! wate% do you needH
8very day you lose !ater through your breath, %ers%iration, urine and bo!el
movements. 3or your body to unction %ro%erly, you must re%lenish its
!ater su%%ly by consuming beverages and oods that contain !ater.
So ho! much !ater does the average, healthy adult living in a tem%erate
climate needP #n general, doctors recommend + or 2 cu%s. ?ere are the most
common !ays o calculating that amountE
Re$-ace"ent a$$%oac!A The average urine out%ut or adults is about 1.,
liters AC.6 cu%sB a day. Jou lose close to an additional liter Aabout 4 cu%sB
o !ater a day through breathing, s!eating and bo!el movements. 3ood
usually accounts or 2- %ercent o your total luid intake, so i you
consume 2 liters o !ater or other beverages a day Aa little more than +
cu%sB along !ith your normal diet, you !ill ty%ically re%lace your lost
luids.
ATNCC, Shimoga
44

Eig!t =<ounce g-asses of wate% a dayA Another a%%roach to !ater intake
is the L+ 9 + ruleL Q drink eight +0ounce glasses o !ater a day Aabout
1.2 litersB. The rule could also be stated, L(rink eight +0ounce glasses o
luid a day,L as all luids count to!ard the daily total. Although the
a%%roach really isnDt su%%orted by scientiic evidence, many %eo%le use
this easy0to0remember rule as a guideline or ho! much !ater and other
luids to drink.
(ieta%y %eco""endationsA The #nstitute o 'edicine advises that men
consume roughly 6 liters Aabout 16 cu%sB o total beverages a day and
!omen consume 2.2 liters Aabout 2 cu%sB o total beverages a day.
8ven a%art rom the above a%%roaches, i you drink enough luid so that you
rarely eel thirsty and %roduce 1., liters AC.6 cu%sB or more o colorless or
slightly yello! urine a day, your luid intake is %robably adequate. # youDre
concerned about your luid intake, check !ith your doctor or a registered
dietitian. ?e or she can hel% you determine the amount o !ater thatDs best
or you.
Wate% /u%ification
Wate% $u%ification is the %rocess o removing undesirable chemical
and biological contaminants rom ra! !ater. The goal is to %roduce !ater it
or a s%eciic %ur%ose. 'ost !ater is %uriied or human consum%tion but
!ater %uriication may also be designed or a variety o other %ur%oses,
including to meet the requirements o medical, %harmacology, chemical and
industrial a%%lications. #n general the methods used include %hysical %rocess
such as iltration and sedimentation, biological %rocesses such as slo! sand
ilters or activated sludge, chemical %rocess such as locculation and
ATNCC, Shimoga
4,

chlorination and the use o electromagnetic radiation such as ultraviolet
light.
The %uriication %rocess o !ater may reduce the concentration o
%articulate matter including sus%ended %articles, %arasites, bacteria, algae,
viruses, ungiG and a range o dissolved and %articulate material derived rom
the minerals that !ater may have made contacted ater alling as rain.
The standards or drinking !ater quality are ty%ically set by
:overnments or by international standards. These standards !ill ty%ically
set minimum and ma9imum concentrations o contaminants or the use that
is to be made o the !ater.
#t is not %ossible to tell !hether !ater is o an a%%ro%riate quality by
visual e9amination. Sim%le %rocedures such as boiling or the use o a
household activated carbon ilter are not suicient or treating all the
%ossible contaminants that may be %resent in !ater rom an unkno!n
source. 8ven natural s%ring !ater 0 considered sae or all %ractical %ur%oses
in the 1+--s 0 must no! be tested beore determining !hat kind o
treatment, i any, is needed. Chemical analysis, !hile e9%ensive, is the only
!ay to obtain the inormation necessary or deciding on the a%%ro%riate
method o %uriication.
According to a 2--/ World ?ealth =rgani1ation re%ort, 1.1 billion
%eo%le lack access to an im%roved drinking !ater su%%ly, ++. o the 4
billion annual cases o diarrheal disease are attributed to unsae !ater and
inadequate sanitation and hygiene, and 1.+ million %eo%le die rom diarrheal
diseases each year. The W?= estimates that 24. o these diarrheal cases are
%reventable through modiications to the environment, including access to
ATNCC, Shimoga
4C

sae !ater. Sim%le techniques or treating !ater at home, such as
chlorination, ilters, and solar disinection, and storing it in sae containers
could save a huge number o lives each year.
8ow safe is you% ta$ wate%
Jou <no! that our ta% !ater is not as good as it !as during our
oreatherDs timeK (ue to climatic changes,draught,alarming levels o
salinity, industrial !astes, sources like river,catchements and reservoir
systems are under dire stress !hich deteriorates the !ater quality day by
day. 3urther, one does not get suicient !ater rom river and has to resort to
underground !ater, !hich generally is contaminated !ith dissolved
im%urities.
)y the time !ater Amunici%al or ground !ater B reaches your ta%, it
may get contaminated on !ay !hich leads to common !ater %roblems .
Although,!ater treatment %lants meet DThe Sae (rinking Water StandardsD,
but still !ater %ollutants may be %resent in your ta% !ater.
Inc%easing (isso-,ed I"$u%ities
Rust
Water might be %ure !hile leaving the treatment %lants but !hen it travels
miles through the ageing %i%es, !hich are corroded at many %laces , the rust
rom %i%es become soluble and gets released into !ater and is generally
invisible . Shocking but trueK 3urther at many %laces, munici%al drinking
!ater does not come or more than 2 to , hrs.in a dat this not only leaves
!ater %i%elines em%ty but also makes them %rone to o9idation and rusting.

ATNCC, Shimoga
4/

/esticides
"esticides are deadly chemicals used to eliminate !eeds, insects and other
harmul elements in cro%s. )ut their consistent use has ho!ever %roduced its
o!n harm. Sur%risingly, %esticides too are entering our ground !ater and are
contaminating our drinking !ater.

A%senic
Arsenic is a semi metal element in the %eriodic table . it is odourless and
tasteless. #t can enter drinking !ater su%%lies rom natural de%osits o the
earth or rom agriculture or industrial %ractices. This %roblem is !idely
e9%erienced in many regions across india. Consum%tion o Arsenic can
cause skin damage , circulatory system %roblems and an increased risk o
lung H kidney cancers.

F-uo%ide
3luoride is a ma7or naturally occuring contaminant in drinking !ater . #t is
ound on very high levels in east H North #ndia. @o! levels might %rove
beneicial in %reventing dental %roblems but its high levels can cause
structural tooth damage and very high level can cause skeletal damage.

Lead
'any old homes H building have %i%es H %lumbing i9tures that contain
lead. @ead can easily leach rom %i%es into drinking !ater. #ts long term
eects include stroke ,kidney %roblem and cancer.

8ea,y Meta-s
'etals like 'ercury, Oinc, Co%%er and Cadmium usually enter the !ater
su%%ly as #ndustrials !astes and therir e9cessive concentrations can cause
ATNCC, Shimoga
4+

%hysiological damage to humans, including damage to the central nervous
system

E@cessi,e Bacte%ia and 2i%uses
At most o the %laces, 'unici%al drinking !ater comes or not more than 2
to , hrs. Thereore the !ater is stored in overhead tanks that results in
e9cessive bacteria and viruses gro!th and this can lead to diseases like
Cholera, (ysentery, (iarrhea and Ty%hoid.
ATNCC, Shimoga
42

#!a$te% 4
ANAL0SIS AN( INTER/RETATION
ATNCC, Shimoga
,-

ANAL0SIS OF /RIMAR0 (ATA
&A (o you %reer %ackaged drinking !aterP
"reer %ackaged drinking !ater 3requency "ercentage
Jes 2- 2-
No 1- 1-
Total 1-- 1--
Ana-ysis'
According to
the survey o
retailers at the
metro stations 2-. said yes and 1-. voted or no as they sold *u%ee 1 %er
glass.
ATNCC, Shimoga
,1

.. Are you a!are o the ollo!ing brands in %ackaged drinking !aterP
Ana-ysis' The most o the retailers at the metro stations !ere a!are o the
ma7or brands !hich !ere like 2-. kne! about )isleri, /-. or <inley and
C-. or Aquaina !hile ,-. ke%t local brands.
ATNCC, Shimoga
A!are 3requency "ercentage
)isleri ,, ,,
<inley 6- 6-
Aquaina 1- 1-
=ther , ,
Total 1-- 1--
,2

1. Which brand o %ackaged drinking !ater does customer oten askP
A!are 3requency "ercentage
)isleri C- C-
<inley 12 12
Aquaina -+ -+
=ther 16 16
Total 1-- 1--
Ana-ysis' According to the survey o retailers C-. said the most sold brand
!as )isleri ollo!ed by <inley to !hich 12. agreed !hile +. said that
Aquaina !as sold most and 16. or others.
ATNCC, Shimoga
,6

4. "lease scale your satisaction level or the brand you>re using on the
basis o the ollo!ingE
/%ice'
B%and
Na"e
2e%y Satisfied Satisfied (issatisfie
d
)nce%tain
)isleri 1+ ,2 1- 2-
<inley 66 4/ 1, -,
Aquaina 2+ 4- 1+ 14
=thers 1- 6- 6- 6-

Ana-ysis' The ,2. o the retailers !ere satisied !ith the %rice o )isleri
ollo!ed by <inley, Aquaina and others.
ATNCC, Shimoga
,4

4A 7ua-ity'
B%and Na"e 2e%y
Satisfied
Satisfied (issatisfied )nce%tain
)isleri 4, 6, + 12
<inley 6+ 62 + 22
Aquaina 6, 62 1, 1+
=thers 1- 1, 6, 4-
Ana-ysis' The 44.the retailers at the metro stations !ere very satisied !ith
the )isleri and similarly ollo!ed !ith <inley and Aquaina !hile 4-.
!ere uncertain about the quality o the other local brands they kee%ing.
ATNCC, Shimoga
,,

5A Se%,ice'
B%and
Na"e
2e%y Satisfied Satisfied (issatisfied )nce%tain
)isleri 4, 6, + 12
<inley 6+ 62 + 22
Aquaina 6, 62 1, 1+
=thers 1- 1, 6, 4-
Ana-ysis' The retailers !ere mostly satisied more !ith the service o
<inley and Aquaina other than )isleri.
ATNCC, Shimoga
,C

?A /ackaging'
B%and Na"e 2e%y Satisfied Satisfied (issatisfied )nce%tain
)isleri 4- 6- 2- 1-
<inley 6- 6- 2- 2-
Aquaina 6, 4- 1, ,
=thers 1- 1, 6, 4-
Ana-ysis' The %ackaging o the <inley !as mostly liked by retailers and
similarly by the customers ollo!ed by Aquaina and )isleri
ATNCC, Shimoga
,/

+. What actors can change the brand %reerence o the customerP
3actors 3requency %ercentage
Fuality H "rice 6+ 6+
Fuality H Service 22 22
"rice 1- 1-
Service C C
"ackaging 24 24
Total 1-- 1--

Ana-ysis' The customer %reerred Fuality and Service then ollo!ed by
"ackaging and then Fuality and Service and etc.
ATNCC, Shimoga
,+

2. What is the uture %ros%ect o this marketP
"ros%ect 3requenc
y
"ercentage
89cellent C- C-
:ood 2- 2-
Average 1, 1,
"oor -, -,
Total 1-- 1--
Ana-ysis' The C-. o the retailers elt that there is e9cellent %ros%ect o the
market in the uture.
ATNCC, Shimoga
,2

1-.?o! do you rate )isleri as com%ared to other brandsP
)rand 3requency "ercentage
;ery good 2, 2,
:ood ,, ,,
Standard 1, 1,
)ad -, -,
Total 1-- 1--
Ana-ysis'
The ma7or
o the retailers at metro stations elt that )isleri is a good brand as com%ared
to others and 6-. considered it very good because o minerals added in it.
ATNCC, Shimoga
C-

11. Are you satisied !ith )isleri>s a!areness %rogramme, sales
cam%aign, and advertisementsP
A!areness 3requenc
y
"ercentage
Jes 6- 6-
No ,- ,-
(on>t kno! 2- 2-
Total 1-- 1--
Ana-ysis' The retailers at metro stations !ere not satisied !ith the services
o the )isleri that !as a%%ro9 ,-..
ATNCC, Shimoga
C1

12.# you have any %roblem !ith the service then !hat !ould you doP
%roblem !ith the service 3requenc
y
"ercentage
*esolve it 6/ 6/
Change the brand 6C 6C
:ive a chance 2/ 2/
Total 1-- 1--
Ana-ysis' The ma7or o the retailers try to change the brand and ollo!ed by
6C. o !hich try to resolve the %roblem and then giving another chance.
ATNCC, Shimoga
C2

16.?o! oten )isleri (istributer visits your sho%P
?=W =3T8N ?8 ;#S#TSP 3requency "ercentage
Almost 8very (ay 2C 2,.C4
T!ice or Thrice a Week 26 26.-+
=nce a Week 24 26.26
Never + /.C2
# (onDt )uy )isleri 2- 12.C/
Total 1-- 1--
#n this question dierence bet!een res%ondents to $Never& and $# don>t
buy )isleri& is that Never res%ondents %reer to buy )isleri but nobody
visits them and later don>t buy )isler at all.
#n 'arket A 2,. sho%s are daily visited by dealer on the other hand 7ust
2. in 'arket ).
ATNCC, Shimoga
C6

There are 7ust less then +. sho%s in 'arket A !hich are not visited but
in 'arket ) 61. sho%s are never visited by dealer and that is taken as a
com%lain against su%%lier.
'a7or %ortion o res%ondents in 'arket A have given %ositive res%onse
as tilt o ans!ers is to!ards irst, second and third o%tion, on the other
hand res%onses are more to!ards ans!er three, our and ive.
#n 'arket ) there are more then ,6. o sho%s not visited at all by the
distributer.
ATNCC, Shimoga
C4

14.What is your monthly consum%tion o )isleriPAno. o cartonsB
J=5* '=NT?@J
C=NS5'"T#=N =3 )#S@8*#P
3requenc
y
"ercentage
-02, C, C,.-C
2,0,- 1/ 1C.+/
,-01-- C C.-2
1--01,- 1- 2.C6
1,- H above 2 2.41
Total 1-- 1--
#t can be clearly seen rom both the markets that ma9imum sho%s selling
mineral !ater cannot sell more then -0 2, cartons in month.
ATNCC, Shimoga
C,

)iggest customers !ho all in category o above 1,- cartons have
ca%acity o selling 1,- to 4,- cartons, hence they themselves cover u%
or com%anies other C-.0/-. customers.
#n 'arket ) com%any doesn>t have any above 1-- cartons customers.
ATNCC, Shimoga
CC


#!a$te% 5
FIN(INGS AN( S)GGESTIONS AN(
#ON#L)SION
ATNCC, Shimoga
C/

FIN(INGS
All these indings are based on my continues interaction !ith retailers and
anlysis o data collected by me.
*estailers in Shimoga believe that !ater is 7ust !ater and it does not
make dierence om !hom they buy it rom.
*etailers in Shimoga mostly believe in !hat are the margins %rovided to
them by the com%anies.
'ost %ositive as%ect o )isleri in market is that %eo%le believe that
)isleri is a best quality %ackaged !ater in market.
A%art rom all the issues overall )isleri stil holds it %ositin as a 'arket
leader.
)isleri is a highest %riced %roduct in the market, and market customers
are daily !alk inns G hence they are not ready to al!ays %ay more then 12
ru%ees or a 1ltr bottle !hich sells most.
Com%anies like aquaina and kinley are %roviding ree %roduct to the
sho%kee%ers !ith %urchase o there cola>s, !hich is bringing do!n the
sales in many areas.
"e%si and Coke %rovide ree rerigerators to retailers in !hich they are
not letting them kee% any other com%anies %roduct., this inturn is
breaking sales o )isleri cause usually a customer asks or cold !ater.
(istributers in Shimoga are very reluctant to change.
ATNCC, Shimoga
C+

(istributers 7ust dont visit any other sho%s e9ce%t those !hich regularly
buy rom them in other !ords they 7ust dont move a!ay rom there set
routes.
As Shimoga is very old city hence there are lots o sho%s in small streets
!hich are not covered by distributers, as they usually 7ust move along
main roads.
There !ere lots o com%lains in 'arket ) o su%%liers, many o retailers
res%onded that )isleri %eo%le doesnt visit at all.
*etailers in Shimoga are in habit o not asking or bills and su%%liers too
dont %rovide bills on regular bases on there o!n.
Suggestions
Tries to give retailers good margin so they eel it more %roitable to sell
our %roduct more than the com%etitors.
Tries to %rovide small rerigerator to the big retailers as you com%etitors
done so that they can %rovide chilled !ater to the consumers because
your com%etitors do not allo! the to kee% you %roduct in there
rerigerator and because o these reasons some time retailers hesitate to
kee% your %roduct.
The com%any should take care o the demands o distributor such as
%roviding e9tra cartons Aas some cartons are destroyed during loading
and unloading activitiesB, %romotional materials etc.
ATNCC, Shimoga
C2

The com%any should increase its tie0u%s !ith ma7or ast ood retail
outlets and leading chain o restaurants and ?otel in order to boost sales
Advertisement to build the brand image that !ill %rovide the required
ground to establish the authenticity to the %roduct.
A!areness %rograms at health club, schools H Nursing homes.
To !in over the consumer belie and aith over the genuity o the
%roduct.
(is%lay o hot and cold dis%ensers and bottles at %laces like hotels, clubs
and air%orts !here u%%er class grou% visits, as they are the %otential
customers. "lace like de%artmental stores, %etrol %um%s and su%er
ba1aars can also be considered.
The com%any should organi1e cam%s at various %art o the city also road
sho! to bring about the dierence bet!een mineral !ater and
ilterN%uriied !ater and to tell the %eo%le ho! mineral !ater is more
hygienic than iltered !aterN%uriied !ater.
To a!are %eo%le the cost beneit analysis to the customer o ho! the
mineral !ater !ould not less and beneit more, because %eo%le using
%uriier system cost too much.
3irst o all Shimoga is not a small city, com%any 7ust have 6 sales man,
)isleri needs to make atleast a team o , salesman to cover !hole
Shimoga to kee% a good check on secondary sales o com%any.
ATNCC, Shimoga
/-

)isleri needs to regularly come u% !ith certain attractive schemes so that
it can com%ete !ith its giant com%etitors like "e%si and Coke.
ATNCC, Shimoga
/1

#onc-usion
The %layers !ho !ill endure !ill be those !ho have a strong regional
%resence. Take the case o Team, !hich en7oys immense %o%ularity in Tamil
Nadu. Similar brands !ith a regional %resence are Siruvani, and <oday.
Thus, ne! %layers !ill be looking or a distinct %ositioning. =ne such brand
is )isleri, the largest selling bottled !ater brand in the 5S. Ater its
successul test launch in 'umbai and )angalore, )isleri !as released in
Chennai, Ahmedabad, ;adodara, and "une. "arle Agro has invested over
*s., crore in the ne! )isleri !ater %ro7ect in 'aharashtra.
'oreover, )isleri !ill be served absolutely chilled.& That makes sense too,
since surveys have indicated that an over!helming ma7ority o the bottled
!ater that is consumed in #ndia is by %eo%le !ho are traveling.
With the big %layers, !ho have the su%%ort o the inancial muscle and a
large consumer base in other categories !ith them, like "e%si, <ingisher,
Nestle and Coke Q the battle is the tougher arena o brand building. All the
multinationals are looking at high0octane advertising targeting s%eciic
consumer segments. Sensing troubled !aters ahead, )isleri is busy !orking
on a strategy to soak u% the com%etition and %rotect his !ater kingdom.
ATNCC, Shimoga
/2

ANNE6)RE
7)ESTIONNAIRE
(ear Sir N 'adam,
As a student o ))', ATNCC, Shimoga, # am doing a %ro7ect on
$'A*<8T#N: =3 )#S@8*# WAT8*& a case study o S!astik Agency
Shimoga. # !ill be grateul or the valuable in%uts you give to the ollo!ing
questions. Jour res%onses shall be ke%t com%letely conidential, !ill be
merged !ith other res%onses and used only or statistical %ur%oses.
Jours
Aish!arya .C
NA'8E RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
Sho% NameE RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
"?=N8 N5')8*E RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
1. (o you %reer %ackaged drinking !aterP
J8S S T
N= S T
2. Are you a!are o the ollo!ing brands in %ackaged drinking !aterP
)#S@8*# S T
<#N@8J S T
AF5A3#NA S T
=T?8*S S T
6. Which brand o %ackaged drinking !ater does customer oten ask P
)#S@8*# S T
ATNCC, Shimoga
/6

<#N@8J S T
AF5A3#NA S T
=T?8*S or @=CA@ S T
4. (o you think %ackaged drinking !ater has a seasonality eectP
J8S S T
N= S T
,. "lease scale your satisaction level or the brand you>re using on the basis
o the ollo!ingE
"riceE
)rand Name ;ery Satisied Satisied (issatisied 5ncertain
)isleri
<inley
Aquaina
=thers
C. FualityE
)rand Name ;ery Satisied Satisied (issatisied 5ncertain
)isleri
<inley
Aquaina
=thers
/. ServiceE
)rand Name ;ery Satisied Satisied (issatisied 5ncertain
)isleri
<inley
Aquaina
=thers
+. "ackagingE
)rand Name ;ery Satisied Satisied (issatisied 5ncertain
)isleri
<inley
Aquaina
=thers
ATNCC, Shimoga
/4

2. What actors can change the brand %reerence o the customerP
F0Fuality
"0"rice
S0Service
"<0"ackaging
FH"
FHS
"
S
"ackaging
1-.As a retailer !hat matters you mostP
"roit 'argin S T
Fuality o Water S T
Service o Com%any S T
"ackaging S T
11.=n !hich brand do you get more marginsP
)isleri S T
Aquaina S T
<inley S T
=thers S T
ATNCC, Shimoga
/,
12. (o you eel there is gro!th in the mineral !ater market in the last ,
yearsP
Jes S T
No S T
16. # ans!er to above question is yes, then !hat do you think is the reason
or this gro!thP
#ncrease in ?ealth consciousness o %eo%le
#ncrease in Advertisements
Scarcity o drinking !ater
=thers
14. What is the uture %ros%ect o this marketP
89cellent S T
:ood S T
Average S T
"oor S T
1,. ?o! do you rate )isleri as com%ared to other brandsP
;ery :ood
:ood
Standard
)ad
1C. Are you satisied !ith )isleri>s a!areness %rogramme, sales cam%aign,
and advertisementsP
J8S
/C
N=
(=N>T <N=W
1/. # you have any %roblem !ith the service then !hat !ould you doP
*8S=@;8 #T
C?AN:8 T?8 )*AN(
:#;8 A C?ANC8
1+. Any suggestion to im%rove the marketing o )isleri %roduct
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
(ateE Signature
//
BIBLIOGRA/80
BOOKS I :O)RNALSC
<otler "hili%, $'arketing 'anagement& Ne! (elhi, "rentice ?all o
#ndia
)ritannica 8ncyclo%edia
'r. ?ari Sundar, $#ndian "ackaged drinking !ater industry&,
Advertising 89%ress %age no0,,
3rancis )uttle, $Customer *elationshi% 'anagement&
OT8ERS
#nternet
'aga1ines
INTERNET
!!!.ine!aters.com
!!!.indiaresource.org
!!!.osters.com
!!!.bottled!aterindia.org
/+