A

PROJECT REPORT
ON
DESIGNING &IMPLEMENTING MARKETING STRATEGIC PLAN FOR KINGFISHER
PWD & RC COLA IN JAIPUR CITY

45 Days Summer Training Project With

KINGFISHER LIMITED

Submitted by
Anil Kumar Pareek
MBA- 3rd Semester

Poornima Institute of Engineering & Technology

ISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur
 Poornima Institute of Engineering & Technology
ISI- 2, RICOO Institutional Area, Goner Road, Sitapura, jaipur

CERTIFICATE

Summer Project /Training During June-July.2010

This is Certified That Mr.Anil Kumar Pareek Student of Master of Business Administration 3rd Semester
Has Submitted his report on “DESIGNING &IMPLEMENTING MARKETING STRATEGIC PLAN FOR
KINGFISHER PWD & RC COLA IN JAIPUR CITY. After Successfully Completing the Practical
Training
At KINGFISHER LTD. From June 17th to August 1st ,towards fulfillment of the syllabus requirement
prescribed by Rajasthan Technical University, Kota for MBA 3rd Semester paper

2
 ACKNOWLEDGEMENT

Some Says “Managers are born and some says managers are made”. I was also in some
before
dilemmacommencing my summer internship. But after the successful completion of my
internship I came to know that managers are made if they are guided properly and are
summer
to work willingly towards fulfillment of specific
motivated
goal.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well -
who have in some way or other contributed in their own special ways to the success
wishers
completion
and of this
project.
First of all, I would like to thank Mayur ( RSM JAIPUR ) Jaipur , from the bottom
my
Mr. heart, without his help it would have been a dream only to carry out
Tiwari of the project work. He
the
is only person who takes all decisions by considering everyone’s view. He is the person
takes
who care of the sales of Kingfisher of Rajasthan state and always motivates people to
sales.
increaseHe also makes new strategies time and again to give Kingfisher some edge
competitors.
over One can say he is the one-man army of Kingfisher, Jaipur
branch.
My profound sense of obligation goes to Mr. Pushkar Dwivedi (ASM who takes care
of the supply of 20 liters jar of packaged Jaipur)
drinking water. He also gives proper guidance to
management
all trainees and
staff.
All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me a lot during
course
the of my project. They were of great help to me in ever y aspect and enlivened us to win
problem
the head that I faced during this
project.
At last I convey my sincere thanks to KINGFISHER, JAIPUR for their helping hand that
always
I found extended to me whenever I needed.

With Sincere thanks

Anil Kumar Pareek

5
 PROJECT PROPOSAL SHEET

Project Title:-

“Designing & Implementing the market strategy plan for PWD , soda &RC cola of ’KINGFISHER
in Jaipur market.”

Name Of The Organization:-

UNITED BREWERIES GROUP (UB GROUP)

Name Of The Company:-

KINGFISHER LIMITED

Manufactured & Marketed By:-

ICEBERG FOODS LIMITED

Project Head & Supervisor:-

Mr. Mayur Tiwari (Regional Sales Manager)

Project Duration:-

45 Days 17th June 2010 to 1st August 2010

TABELS OF CONTENTS:-

S.NO. CONTENTS
Pg.no.
1. Industrial profile
08
2. Introduction about project 17
3. Company profile
18
4. New product (R C Cola) 21
5. Research methodology 23
6. Market analysis 30
7. Analysis & findings 44
8. SWOT Analysis 45
9. Recommendation & suggestions 48
10. Planning marketing programmers (strategies) 50
11. Questionnaires 65
12. Exhibit 67
13. Bibliography 70

UNITED BREWERIES GROUP (UB GROUP)

7
United Breweries Group :-
based in Bangalore, is the world's 2nd largest brewer and the largest in India. The company
markets most of its beer under the Kingfisher brand and has also launched Kingfisher Airlines, a
domestic airline service in India.
The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament. United
Breweries now has a near-monopoly over the Indian brewing market, thanks to its recent
takeover of the rival Shaw-Wallace company. The group owns the Mendocino Brewing
Company in the United States.

HISTORY:-

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its
initial lessons in manufacturing beer from South Indian based British breweries. At the age of 29,
Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he replaced
R G N Price as the chairman of the company.
United Breweries made its initial impact by manufacturing bulk beer for the British troops,
which was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and
profitable brand, made a modest entry in the sixties.During the 1950's and 60's, the company

8
expanded greatly by acquiring other breweries. First was the addition of McDowell as one of the
Group subsidiaries, a move which helped United Breweries to extend its portfolio to wines and
spirits business. Strategically, the Group moved into agro-based industries and medicines when
Mallya acquired Kissan Products and for med a long-term relationship with Hoechst AG of
Germany to create the Indian pharmaceutical company now known as Aventis Pharma , the
Indian subsidiary of the global Pharma major Sanofi-Aventis.

THE LOGO:-
The Pegasus, which is the symbol of the United Breweries, first found its place as the Group
logo in 1940. Then, the Helladic horse – associated with beer and nectar in Greek mythology-
carried a beer cask between the wings, ostensibly because beer formed the core operations of the
Group. Later, the beer cask was removed to represent the Group’s multifaceted operations. Now,
it is just the Pegasus.

PRESENT HISTROY:-

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year
2005-06 making the Group the third largest manufacturer of Spirits products in the world. In
addition, USL is one of only three in the world to own seven millionaire brands and at least five
brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in the
world in their respective categories. The market share of the Spirits Division in India is currently
60% and exports to the Middle East, Africa and Asian countries are growing rapidly.
The UB Group’s Brewing Entity - called United Breweries Limited (UBL) - has also assumed
undisputed market leadership with a national market share in excess of 50%. Through a process
of aggressive acquisition and market penetration, The UB Group today controls 60% of the total
9
manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold in over 52
countries worldwide having received many accolades for its quality.
With plans to becoming a global player United Spirits Ltd. (USL), the flagship of the UB group,
purchased the Scottish distiller Whyte and Mackay in May 2007 for £595 million (Rs. 4,800
crore)[1]. This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fetter
cairn, Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.
The UB group is also into manufacture of Fertilizers. The group company Mangalore Chemicals
and Fertilizers Limited ( MCF )has factor y at Panambur in Dakshina Kannada district of
Karnataka.

10
KINGFISHER LIMITED:-

“The King of Good Times” is India’s best-selling beer, and from Mumbai to Delhi, the locals
guzzle through millions of bottles annually. But although the brand commands up to 25% of its
domestic market, unless you’ve visited India or are a part-time connoisseur of curries, you may
not have recognized Kingfisher ’s qualities as the perfect accompaniment to a chicken Vindaloo.

However, all that could change in the future as Kingfisher ’s owners, United Breweries, have
delivered their premium brand to the web in an effort to incr ease global awareness of their
coveted flagship product.

The Kingfisher homepage is everything you would expect from the Indian-based brand. It is
colorful and noisy (although the score sounds more Caribbean than Indian) and there’s plenty of
animation to enhance the viewing experience. Areas of the site that are well worth a visit include
the Fun n Beer section, where you can send E-cards to your friends or have a chuckle at the Bee
Joke ; the Foodsection, which is a must for lovers of Indian cuisine; and the Worldsection, r
s
which contains information about the history of United Breweries and the Kingfisher brand
itself. Unfortunately, the facility to order Kingfisher beer and apparel online only exists for
residents of Bangalore at present, so from an E-tail perspective, the site is limited to a fraction of
its own indigenous market.
This feeling of constraint is also extended to other site areas and there are several sections within
Kingfisher.com that are weak in terms of content and will need substantial embellishment if
United Breweries are to make full use of the web as a marketing tool. The Sportspages are a
good example of this as they simply contain a handful of paragraphs on Kingfisher’s sponsorship
of past sporting events, rather than evangelizing what associates the emotional aspects of the
Kingfisher brand with its chosen recreational partners.

11
 ICEBERG FOODS LIMITED

About Company:-
We are quality pet performs manufacturers in india with state of the art technology husky
injection molding system. We can offer preforms in 28 mm pco in 24,27.7,42& 48 GM. All
perfor ms are approved by pepsi. We use 100 % virgin material(pepsi approved).
We can sign long ter m contract and have a manufacturing facility at present of 300,000
prefor ms/day.

Company Profile
Company Name:- Iceberg Foods Pvt. Ltd.,

Country/Territor:- India

Address:- 1006, Raheja Centre, Nariman Point,, Mumbai,

Maharashtra, India

We offer international quality(pepsi approved) pet

preforms in 28 mm pco neck in 24,27.7,42& 48 GM
Products/Services We Offer:-
processed on husky injection molding system. Can
manufacture 300,000 preforms/day

Business Type:- Manufacturer

Packaging Product Stocks , Packaging Related
Industry Focus:-
Machinery , Packaging, Printing Projects ,

Geographic Markets:- Worldwide

No. of Employees:- 11 - 50 People

Annual Sales Range (USD):- US$1 Million - US$2.5 Million

Year Established:- 1998

Legal Representative/CEO:- Bharat Shah

12
Iceberg Foods Ltd. is a seven years old company in this industry and we are one of the leading
company having all India rights for manufacturing & marketing packaged Drinking water with a
brand name “Kingfisher” trademark owned by famous “UB”group & “RC Cola” trademark
owned by “Royal Crown Cola” which third largest selling soft drink brand in the world with a
presence in almost all the countries of the world.

Our clients are spread all over the country. We are one of those few brands that have got ISI
certification in Rajasthan and we are committed to supply pure and hygienic water. Our
packaged drinking water is manufactured under perfect hygienic conditions as per ISI Standards
and we have been consistent in supplying Quality product to all our customers.

We have one of the best distribution infrastructures in the business to provide timely services to
all our vendors. We have around 110 distributors all over the Rajasthan who are further
supplying our stocks to thousands of retailers than to our end users.

Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs, 20
ltrs & 600ml & 1.5 ltr Soda.

Our packaged drinking water is bottled in fully automatic plant with reverse osmosis,
ozonization & ultra filtration process. Along with latest pesticides removal system through
activated carbon filtration process as per EU norms.

It is understood that throughout India 90% of the stress related diseases are caused due to
consumption of contaminated food & water. We process water at our plant with the most modern,
high tech equipment sodium filtration resulting in not only healthy but also sweeter packaged
drinking water.

Our packaged drinking water is processed and packed in a sophisticated and chemical free plant
to maintain highest level of hygiene. Our packaged drinking water is manufactured under a very
strict in house quality control system, ensuring that what you drink is what nature intended.

13
 (A). Distribution augmentation, Organization Data and Marketing
Inputs :

1. EXISTING DISTRIBUTION SYSTEM.

i. Distribution network

We have a distribution network consisting of three levels between the company to C&F and then
to the consumers, i.e. Distributors and retailers.

Plant supplies directly to the C&f and then to the distributors from where it generated its primary
sales.

We have 108 Distributors that are scattered all over Rajasthan.

Rajasthan is divided into 5 zones:

Rajastha
n

Jaipu Jodhpur Udaipur

r Bikane
Ajmer r

In each zone all cities of that area are covered. In each city at least one distributor is present.

Zone wise distributors are given below (Each city name signifies one distributor)

14
Jaipur Zone: - In Jaipur zone the distribution network is divided in two segm ents. One is
the distribution in the city and the other is distribution in the connecting routes i.e Jaipur
upcountry. We have different distributors for different routes.

SALES DEPARTMENT:-

We have following sales staff in Rajasthan sales team :

Sales Manager - One

Area Sales Manager - Two
Sales Officers - Ten

Kingfishers Sales department along with the names and duties of each staff
member is given below .

15
 MANAGER-S ALES

Mr. Mayur
Tiwari

ASM

Mr.
R.S.Rathore

Sale Sale Sales Sale

s
Office s
Office Officer s
Office
r r Mr. r

ASM

Mr.Pushkar
Dwivedi

Sales Sales Sales Sales Sales Sales

Officer Officer Officer Officer Officer Officer
Mr.Kama Mr.Prashan Mr.Kirt Mr.Vinod Mr.Arvind Mr.Bhagwan
l t i

Introduction about project:-

16
The study has to be made to improve the Kingfisher’s market potential in the Jaipur market in
retail segment, and for this you have to undertake the project title:

“Designing &Implementing the marketing strategy plan for PWD and RC Cola of Kingfisher
in Jaipur Market”

The project will be carried on in Jaipur city and will try to assess sales of different brands and at
the same time promote sales of” Kingfisher” packaged drinking water & soda sales in retail &
bulk pack segment in Jaipur region.

COMPANY- A PROFILE
17
It all began with 5 breweries in South India. The oldest of which, Castle Breweries, dated back to
1857. United Breweries, as these breweries were named in 1915 has come a very long way.
Soon afterwards, the sight of bullock carts carrying huge barrels or 'hogsheads' containing beer
became a household sight. These carts wheeled their way to the customers, including British
troops, living in and around Madras, Bangalore and the Nilgiris.
Almost immediately, the brew from UB became a favorite, especially with the British troops. So
began the history of Beer in India. And the histor y of Beer Division of United
Breweries!
The company was brought over by late Mr. Vijay Malaya in 1947, and since than has never
looked back. Today every one of the 32,000 Beer outlets in India sells one brand or the other
from United Breweries.

MISSION
The group Mission Statement embodies these objectives :
-

18
To assess the company’s image in view of retails, booking counter agent, and consumer.
- To list competitors operating in the market.
- To be the preferred employer wherever we operate.
- To recognize the value of our human assets.
- To be the partner of choice for customers, suppliers, and other creators of
innovative concepts
- To greater information about competing company’s performance and marketing
Efforts in Jaipur city.
- Make recommendation about marketing efforts for promoting sales “Kingfisher”
Packaged drinking water & soda in retail & bulk segment in Jaipur city.

MANUFACTURING PROCESS

Purification Process
Purity and safety are two major factors taken care in sourcing and processing of Kingfisher
water. Underground spring is carefully selected based on its portability and pathogen free water.
Great care goes in tapping this source. Only water below 25 meters is tapped. This is to avoid
any surface contamination to percolate and mix with underground water source. Area
surrounding the water collection tube at the surface is protected and kept clean.

Processing and Quality Assurance:-

19
The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the
water. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbon
purifier to remove color and odour in water

Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water free
o microorganisms and also reduces dissolved solids

To ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolet
treatment and ozonisation process is carried out. Ozone is unstable trivalent oxygen, a very
powerful bactericide with no side effect, as it disintegr ates into oxygen within couple of hours.

Sterilization effect of ozonised water continues even after water is packaged, thereby ensuring
safety of Kingfisher up to its final packing. To ensure high quality of packing materials,
components like caps and bottles are manufactured in-house from resins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing is religiously
monitored at every stage. Testing source water, processing parameters, microbial quality,
packaging material integrity and finally, shelf life studies, forms an integral part of quality and
safety assurance plan.

Quality checking: Quality is checked by sampling method as a batched test at every stage of beer
manufacturing even quality of bottle is also checked before actually using.
Production: 70,000 to 80,000 bottles per day.

ROYAL CROWN COLA

EVOLUTION OF THE PRODUCT:-

20
In 1933, Claude Hatcher, still president, died and H.R. Mott who had been with the company for
thirteen years took over as chief executive. One of the first tasks that Mott undertook was the
development of a new cola drink. Rufus Kamm, chief chemist, developed the syrup for what was
to be called Royal Crown Cola, named after Hatchers original ginger ale.

During the dark days of the depression Royal Crown Cola, shortened by the consumer to RC
Cola was selling in the 12 ounce bottle for just 5c a bottle. In 1940, Mott moved to Chairman of
the Board and the title of President was passed to C.C. Colbert.

For the collector of Royal Crown cities bottles, two basic label variations are noted.

The first variation is the "pyramid" bottle, one of the most dynamic and colorful bottle labels.
This label was produced from the mid 1930'sto the mid 1950's. All bottles contained 12 ounces
and were either aqua or clear glass. The value range for cities collectors is from $12.00 to
$18.00.

The second group of bottles has the same red/yellow color combination but without the
pyramids. All of these bottles were produced from the early to late 1950's. The size range was 8,
10, and 12 ounces, and only aqua glass color has been noted. The value range is from $4.00 to
$8.00 to brand and cities collectors.

Cobert retained the presidency until 1955and directed the company through a period of rapid
growth. By the end of 1940, the company's products were marketed in 47 states, and nationwide
advertising campaigns featured many of the Hollywood celebrities.

MARKETING PROGRAMS:-
From our well-trained marketing team to our unique merchandising programs, Royal Crown
Cola International's worldwide marketing efforts have been developed with two goals—to

21
establish and promote a global brand identity and to help our bottlers better serve their
customers.

RESEARCH AND DEVELOPMENT:-

A commitment to state-of-the-art research combined with some old-fashioned American
ingenuity, has kept Royal Crown Cola International and our bottlers and distributors on the
cutting- edge of new products, packaging and testing. Our innovative ingredients and unique
formulations have helped Royal Crown Cola International remain both competitive and at the
forefront of changing consumer taste trends.

TECHNICAL SERVICES:-
At Royal Crown Cola International, product quality is our top priority. Whether we're helping
you build a new facility from the ground up or working to ensure that your existing plant has the
latest state-of-the-art technology, our team of manufacturing experts is on call to assist you
through the entire bottling process. In addition, our experienced engineers, chemists and food
technologists are available to help you safeguard the quality of the finished product.

RESEARCH METHODOLOGY

22
Research Approach:-

Research instrument:-

Contact method:-

How it was method:-

Research problem for the present study:-

The research plan:-

Data source:-

• Primary data

• Secondary data

Steps in research design process:-

Research plan

• Area

• Sample size

• Respondents

• Method of collection

23
 METHODOLOGY

The advanced learner’s dictionary of current English lays down the meaning of research as a
“careful investigation or inquiry specially through search for new facts in any branch of
knowledge.”

Readman and Mor y defines research as ‘A systematized effort to gain new knowledge.’

The project was to involve a detail study of the market based on the consumers. The
markets available for the study were the retail shops, hotels and clubs. For estimating the market
potential and our own brand’s market share different methods of primary data collection were
employed in the for m of questionnaire, structured and unstructured interviews and methods for
establishing facts about building marketing insights for packaging margins etc, were used.
Further to accommodate the additional factors such as competitor presence in the market,
seasonal factors, and promotional costs etc while calculating market potential were taken care of.
An inter – brand comparison as well as a brand awareness study to limited extends was also
carried away. When sorted and used properly, the data collected in the field can form the
backbone of later marketing campaigns.

RESEARCH APPROACH:-

24
There are different research approaches and the research instruments that were employed during
the research work. The common research approach for collecting the primary data are
observations, focus group, surveys and experiments.

In this case, a general survey to gain knowledge about the market, commonly known as the pilot
survey was and undertaken where particularly information was gathered

With respect to the brands, people’s / consumers’ perception so that it serves as a foundation to
prepare the questionnaire for collecting primar y data and that it helps in deciding other methods
to be adopted which may be useful in gathering the necessary information.

RESEARCH INSTRUMENTS:-

Marketing researchers have a choice of two main research instruments in collecting primary data
– questionnaire and mechanical devices. Mechanical devices are used frequently in marketing
research. Mechanical devices hold no relevance for this study and thus only questionnaire was
used.

A questionnaire consists of a set of questions presented to respondent for their answers. Because
of its flexibility, the questionnaire by far the most common instrument used to collect the primary
data. Questionnaire had to be carefully developed, tasted and debugged before they are
administered on large scale. In preparing a questionnaire, the professional marketing researcher
carefully chooses the question and their form, wording and sequence. In addition, the form of the
question asked can influence the response. Marketing researchers distinguish between open –
end and closed – end questions. Closed end questions pre – specify all the possible answers, and
respondents make a choice among them. Open – end questions allow respondents to answer in
their own words. Open – end questions often reveal more because they do not constrain
respondent’s answers. Open – end questions are especially useful in the exploratory stage of
research, where the research is looking for insight into how people think a certain way. The
questionnaire should use simple, direct, unbiased wording and should be pre – tested before it is
actually used.

In this case too, questionnaire method was followed to collect primary date with respect to the
project which was finally implemented after pre testing closed end, multiple choice questions

25
were followed after pre testing and two different type of questionnaires were used (for details see
appendix) closed end multiple choice questions were used so that minimum time of consumers /
respondents is consumed.

(A) RETAILERS QUESTIONNAIRE: this questionnaire was designed for various retailers,
which pass on these type of items to the ultimate customer.

(B) C & F QUESTIONNAIRE

(C) CUSTOMER QUESTIONNAIRE

CONTACT METHODS:-

Once the sampling plan has been determined, the marketing researcher must decide how the
subject should be contacted. The choices are mail, telephone, or personal interviews. Telephone
could not be an effective medium for getting the first hand responses pertaining to the study.

For the purpose of the market survey, I design the research based on primary data. For the
collection of primary data, I designed the structured questionnaire for two levels first, for hotel
industr y/ restaurants and secondly, for retail shops package drinking water, for filling the
questionnaire. I will use method of direct interview.

Secondary data will be used to supplement the primary research and in terms of capacity and
profile of package drinking water industry. Method was adopted to collect the data related to the
study.

HOW IT WAS DONE :-

26
 1. Research Problem for the present study

Analyzing the market of kingfisher package drinking water and soda and royal crown cola in
Jaipur city.

2. The research plan

The research plan is designed for gathering the needed information. Designing research plan
calls for definitions on the information (data) sources, research approach, research
instruments, sampling plan and contact method.

3. Data Source

The plan calls for gathering both the secondary and primar y data. Secondary data already
exists, having been collected for some other purpose, while primary data consists of original
infor mation collected for the specific purpose.\

Primary data: In order to have first hand information to know the perception, preference
and liking of the customers / consumers visiting various retail shops. All these persons are
also interviewed to know their feelings and attitudes about the facilities (margins, discount)
and the services (promotional and other benefits) that the company people provide them.

Secondary data: for the project were collected from:

1. Various publications on related subject.

2. Various publications on the area of work.

3. Newspapers, journals & Business Magazines.

STEPS IN RESEARCH DESIGN PROCESS

27
 1. Define the research problem

Research problem definition involves specifying the information needed by management.

2. Estimate the value of the information to be provided by the research

Descriptive research is characterized by a high degree of flexibility tends to rely on

convenience sample.

3. Select the data collection method (s)

Survey research, infor mation directly from respondent’s shops.

4. Select the measurement technique

Questionnaires, instrument for asking information directly from a respondent’s on the

basis of question asked by interviewer.

5. Select the sample (primary considerations)

Population, sample frame, sampling unit, sampling method (non-probability),

Sample size, sample plan, and execution.

6. Select the analytical approach

Data analysis involves converting a series of recorded observations into descriptive

statement and/ or inferences about relationships.

7. Evaluate the ethics of research

Ethically sound research considers the interests of the general public, the respondents, the
clients, and the research profession as well as those of the researcher.

8. Estimate time and financial cost

Time refers to the time needed to complete the project. The financial requirement is the
monetary representation of personal time, computer time, and material requirements.

Research plan:-

28
1. Area: since my research was pertaining to package drinking water and soda and royal
crown cola in retail counters, malls, multiplexes & hotels of Jaipur markets. Therefore all
the composite shops were included in the area of my research.

2. Sample size: there are about 70 shops, 4 multiplexes, 40 hotels in the different areas. On
an average 350, 170 & 45 carats of water, soda & royal crown cola respectively. My
sample size was about 70 composite shops.

3. Respondents: I visited at least once every counter of the respective areas. my

respondents were the owner of the shops, salesman and purchase or food and beverages
managers of different hotels.

Method of collection: -

For the collection of the data I adopted questionnaire method. For the purpose I had
prepared a questionnaire and went to the respondents with that. My research was related to
“excise and package drinking water trade”, so that a some places a lot of problems in
collection of data, therefore instead of questionnaire I adopted interview method so that I
could make my respondents feel easy. For appointment I used telephone in case of shops I
have taken special permission from the contractor to visit his shops.

29
Pink City Area

30
Market Share

Others
19%

Bislery
47%
Kingfisher
15%

Acquafine
19%

Pink city area is the situated in the heart of the city. Here Bislery is the market leader with 47%
market share. After that Acquafina with 19% and after that Kingfisher with15%. Other occupied
19% market share. Reason behind of this low market share is poor supply of distributer.

Market Summary

Total Out-Let Visited 22

KF/KK Presence 11

Good Presence of KF/KK 5

Not Presence 11

M.I. Road

31
Market Share

Others
18% Bislery
32%

Kingfisher
21%

Acquafine
29%

In M.I road Besilery capture 32% market, Acquafine 29% and with 21% market share Kingfisher
stand on third position. Others witch include like Kinely.McDonald and local player capture 18%
market share. Reason of this large market share is a particular sales manager.

Market Summary
Total Out-Let Visited 30
KF/KK Presence 18

Good Presence of KF/KK 7

Not Presence 12

Railway Station Road

32
Market Share

Others
Bislery
10%
18%

Acquafine
12%

Kingfisher
60%

It is one of the busy place of Jaipur, and Kingfisher is market leader with 60% market share
folled by Bislery and Acquafine with 18% and12% market share. Others with 10% market share.

Market Summary
Total Out-Let Visited
35
KF/KK Presence 27

Good Presence of KF/KK 21

Not Presence 8

Rambag & SMS Road

33
Market Share

Others
16%
Bislery
31%

Acquafine
Kingfisher
10%
43%

Kingfisher is market leader in Rambag with 43% market. Bislery capturing with 31% market.
Acquafine and others are taken 10% and 16% market.

Market Summary
Total Out-Let Visited
25
KF/KK Presence 14
Good Presence of KF/KK 6

Not Presence 11

Tonk Road & University Road

Market Share

34
 Others
19%

Bislery
37%

Kingfisher
14%

Acquafine
30%

According to our survey Bislery is the market leader with 37% market share, Acquafine with
30% and Kingfisher is with 14% market. Others players occupied 19% market.

Market Summary
Total Out-Let Visited
21
KF/KK Presence 9

Good Presence of KF/KK 3

Not Presence 12

Jhotvara Road

Market Share

35
 Others
19%
Bislery
34%

Kingfisher
22%

Acquafine
25%

In this area Bislery taking 34% market. After that close fight between Acquafine and Kingfisher
with 25% and 22% respectively. Others are taking remaining 19% market of PDW.

Market Summary
Total Out-Let Visited
20
KF/KK Presence 6

Good Presence of KF/KK 0

Not Presence 14

J.N. Road & New Raja park

Market Share

36
 Others
18%
Bislery
36%

Kingfisher
19%

Acquafine
27%

From the above graph it is clear that Bislery is leading in the market with 36% share. Acquafine
and kingfisher are on 2 nd and 3 rd place with 27% and 19% market share respectively.

Market Summary
Total Out-Let Visited
20
KF/KK Presence 7

Good Presence of KF/KK 1

Not Presence 13

Adharshnagar

Market Share

37
 Others
16%

Kingfisher Bislery
15% 46%

Acquafine
23%

In the area of Adharshnagar- Bislery is the market leader with 46% market share after that
Acquafine with 23% and then Kingfisher with 15% and finally Others capture 16% market in
PDW.

Market Share
Total Out-Let Visited
32
KF/KK Presence 12

Good Presence of KF/KK 4

Not Presence 20

Sodala

Market Share

38
 Others
21%

Bislery
38%

Kingfisher
14%

Acquafine
27%

As the graph clearly show that Bislery is again the market leader with 38% market after that
Acquafine with 27% market. Than others capturing 21% and finally Kingfisher with 14 %
market share.

Market Summary
Total Out-Let Visited
24
KF/KK Presence 5

Good Presence of KF/KK 0

Not Presence 19

Vaishaly Nagar

Market Share

39
 Others
19%
Bislery
34%

Kingfisher
22%

Acquafine
25%

Here the competition is tuff. Bislery share is 34%, Acquafine with 25% and very close to 2 nd ,
Kingfisher with 22% share in market. Other take 19% market share.

Market Summary
Total Out-Let Visited
26
KF/KK Presence 11

Good Presence of KF/KK 4

Not Presence 15

Sakir Road

Market Share

40
 Others
27%
Bislery
42%

Kingfisher
12%

Acquafine
19%

In this area Bislery is leading the market with 42%, share. In second place others come with 27%
share and third and fourth place is captured by Acquafine and Kingfisher with 19% and 12%
market share.

Market Summary
Total Out-Let Visited
24
KF/KK Presence 13

Good Presence of KF/KK 2

Not Presence 11

Gopalpura

Market Share

41
 Others
30% Bislery
36%

Kingfisher
8%
Acquafine
26%

According to our survey in Gopalura, Bislery is the market leader having 36% share. Others
eating 30% 0f pie. Acquafine is on 3 rd place with 26%. With 8% share Kingfisher is on 4 th place.

Market Summary
Total Out-Let Visited
23
KF/KK Presence 4

Good Presence of KF/KK 0

Not Presence 19

Chandpol

Market Share

42
 Others
26%
Bislery
36%

Kingfisher
18%
Acquafine
20%

In Chandpol area Bisler y capture 36% market. Others again doing well with 26% market.
Acquafine with 20% market share. Kingfisher taking 18% market of Chandpol.

Market Summary
Total Out-Let Visited
23
KF/KK Presence 5

Good Presence of KF/KK 1

Not Presence 17

FINDIN
G

43
 • Most of PWD’s consumer are use bislery because it is most branded and trustworthy.

• Consumer who use kingfisher product branded name of UB group. And rational price.

• Kingfisher is third largest in jaipur city. Bislery hold first position. Followed by Aquafina.

• Kingfisher has good supply chain. And availability of staff and team.

People’s saying
:

Kingfisher is in beer segment not in water segment.

Kingfisher soda get flat ver y soon in compare to it’s competitor.
Retailer says that customer does not demand for PDW.
Packaging is not at all attractive as compare to its competitor.
The bottle is breakdown very easily.
Service is not available at the right time.
Customer gives headache if we don’t give the brand of his choice.

SWOT
ANALYSIS

44
45
 STRENGTHS
• Established name as company is
operating since 1857 successfully, so
has got a very strong customer loyalty.
• Brand image is very high than its
competitors, its sales officer ’s has got
easy access within the corporate.
• Its purification process is very high than
its competitors.
• Bottling for U B GROUP Limited.
• Company is enjoying the advantage of
latest technology of production.
• Company is serving in all Rajasthan.
• Kingfisher is having its own depot at
Jaipur.
• Low rates as compared to the nearest
competitors like Bisleri, Aquafina, and
Lehar.
OPPORTUNITIE
• WideS market still remains unexplored
People are getting more health
•
conscious
• Municipalities are supplying impure
water.
• Strong brand image of Kingfisher also
become USP for shops, offices, &
institutes
• Persistent water scarcity
• Can increase its market shares by
advertisements and aggressive
marketing. Company can use more of
its production capacity.
• Company has license to serve package
drinking water in all over India so
company can easily go for other states
46
in order to tap the large unrepresented
market.
• New services could be attached e.g.
WEAKNESSES
• The high price of 20 litre jars
• We are unable to provide chilled water
• Poor after sale services
• Promotion of product is rare
• No stress on massive advertisement of
the product.
• The company is having a small sales
force with low morale and
professionalism.
Packaging of the product is not
•
attractive.
• Poor distribution channels & irregular
visit in the market.
• High price of 1ltr. Water as compared
to the local players.
THREATS
• Bisleri, Aquafina and other companies
are serving packaged drinking water in
all over India. Competition from other
companies and well-established brands
operating in the market.
• Consumers are becoming more brand
loyal rather than quality conscious.
• Attractive schemes are provided by the
competitors for their brand promotion.
• Public Relation & Promotional
activities are inadequate in Jaipur city.
• Eureka Forbes and Aqua guard are
tr ying to capture the market.
• Local players like Intimate, Yash,
Vinayak are growing at a very fast rate
especially at bus stands and railway
station area.
RECOMMENDATIONS & SUGGESTIONS:-

• After sale services should be improved.

• Regular visit should be maintained for proper supply.

• Increase no. of distributors.

• More schemes should be launched by the company and organization.

• One week credit facility or one bill due system should be introduced.

• Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers should
be given to the retailers.

• Counters outside hospitals, cinema halls, at bus stands & at the tourists areas should be
given special consideration.

• Packaging should be standardized & made attractive.

• More experienced candidates should be appointed as sales officers.

Catering service providers should be taken care of.

We should focus on the costumer more than the retailer for that local advertisement would help

us more like in local newspaper and magazines.

47
 We suggest you to organize some small camps like medical camps or some awareness camps to
explain rural people that “KINGFISHER” is also a health caring stuff with mineral water under
their belt.

Action plan for covering the sample population:

There are four major segments selected for the jar and dispenser business:

Hospitality industries•
: Hotels, restaurant, Bakers & and
bars, confectioneries Ice cream parlors,
catering services.
Institutional sales •
: Factories,
Offices & Export house,
Households:
• Scholl& Education institution and hospitals.
Commercial complexes,housingsmain market,
colonies. residential flats &
Retail segment: •
All Pan walas, general store, and Juice & Ice cream parlors.

PLANNING MARKETING PROGRAMS:-

To transform marketing strategy into marketing programs, marketing managers must take basic
decisions on marketing expenditures, marketing mix, and marketing allocation. First, one must
decide what level of marketing expenditure is necessar y to achieve its marketing objectives.
Companies typically establish their marketing budget at a percentage of the sales goal. A
particular company may spend more than the normal percentage ratio in the hope of achieving a
higher market share.

Second, the company also has to decide how to divide the total marketing budget among the
various tools in the marketing mix. Marketing is one of the key concepts in modern marketing
theory.

48
MARKETING MIX

It is the set of marketing tools that the firm uses to pursue its marketing objectives in the target
market.

4 P’s OF MARKETING:-

This is a major concept in traditional marketing. It consists of Product, Price, Place and
Promotion. This is known as 4 P’s of marketing mix. It represents the seller’s views of marketing
tools available for influencing the buyers to opt for their products.

MARKETING IS BECOMING A BATTLE BASED MORE ON INFORMATION THAN

ON SALES POWER.

4 P’s of marketing are shown in the following diagram:

49
Not all marketing- mix variables can be adjusted in the short run. Typically, the firm can changes
its price, sales force size, and advertising expenditures in the short run. It can develop new
products and modify its distribution channels only in the long run. Thus the firm typically makes
fewer period-to-period marketing-mix changes in the short run than the number of marketing-
mix variables might suggest. Finally, the marketers must decide on the allocation of the
marketing budget to the various products, channels, promotion media, and sales areas.

PRODUCT

WHO SHOULD ULTIMATELY DESIGN THE PRODUCT ??????????

THE COUSTOMER OF C OURSE.

The most basic marketing-mix tool is product – the firm’s tangible offer to the market, which
includes the product quality, design, features, branding, and packaging. Product can be defined as
follows:

A PRODUCT is anything that can be offered to a market to satisfy a want or need. Products that
are marketed include physical goods (automobiles, books), services (haircuts, concerts), persons
(celebrities and film stars), places (Hawaii), organization and ideas (family planning, safe
driving).

Here our product is Packaged Drinking Water.

A) Core benefit-
It is the fundamental service or benefit that the customer is really buying. The customer purchase
PDW to satisfy his thrust.

B) Basic Product-

50
The second level the marketers turn the core benefit into a basic generic product. You need basic
infrastructure to satisfy your particular need. The basic thing that customer want from any PDW
is that the water is pure and good for the health at the same time they are conscious about the
price.

C) Expected Product-
At the third level the basic product is turned into expected product, a set of attributes and
conditions that buyers normally expect and agree to when they purchase this product. Buyer
expected that water that he purchase is cold and out of fresh stock.

D) Augmented Product-
At the fourth level the marketers prepare an augmented product that meets the customer ’s desire
beyond their expectations. The bottle is of good quality and must be long life. It helps the
customer to recall the product and that help in Next Time Purchase.

E) Potential Product-

Potential product is that product which company wants to provide their customers in
future. We will be planning to provide our customer in future the following features….

1. More different size of water bottle.

2. Making of water bottle according to customer need requirement.

3. Direct home deliver as and when customer required.

51
Why to design the product:

CORE

BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

AUGUNANT PRODUCT

52
POTENTIAL PRODUCT
PRICE

THE BEST WAY TO ENTER AND KEEP CUSTOMERS IS TO CONSTANTLY FIGURE OUT
HOW TO GIVE THEM MORE FOR LESS.

A Critical marketing-mix tool is price, the amount of money that customer pay for the product.

Price is the only element in the marketing mix that produces revenue; the other element produce
costs. Price is also one of the most flexible elements of the marketing mix, in that it can be
changed quickly, unlike product features and channel commitments. At the same time, pricing
and price competition are the number one problems facing many marketing executives. Yet,
many companies do not handle pricing well. The most common mistake is these: Pricing is too
cost oriented; price is not revised often enough to capitalize on market changes; price is set
independent of the rest of the marketing mix.

Companies handle pricing in a variety of ways. In small companies, Prices are often set by top
management rather by marketing or salespeople. In large companies, pricing is typically handled
by division and product-line managers. Even here, top management sets the general pricing
objectives and policies and often approves the prices proposed by lower levels of management.
In industries where pricing is a key factor (aerospace, railroads, oil companies), companies will
often establish a pricing department to set prices of assist others in determining appropriate
prices.

This department reports to the marketing department, the finance department, or top
management. Others who exert an inf luence on pricing include sales managers, production
managers, finance managers, and accountants.

53
PLACE

THE MOST IMPORTANT THING IS TO FORECAST WHERE CUSTOMERS ARE

MOVING, AND TO BE IN FRONT OF THEM

Place, another key marketing- mix tool, includes the various activities they company undertakes
to make the product accessible and available to target customers. One must identify, recruit, and
link various marketing facilitators to supply its products and services efficiently to the target
market. A businessman must understand the various types of retailers, wholesalers, and physical
distribution firms and how they make their decision.

PROMOTION

“SELL VALUE NOT PRICE”

Promotion, the fourth marketing- mix tool, includes all the activities the company undertakes to
communicate and promote its product to the target market. In today world where every one ready
to cut the throat of every one else, it is important to prepare form the starting because TODAY
YOU HAVE RUN FASTER TOIN TH SAME PLACE. Modern marketing calls for
STAY
more than a developing a good product, pricingEit attractively, and making it accessible to target
customers. Companies must also communicate with their present and potential customers,
retailers, suppliers, other stakeholders, and the general public. The marketing communications
mix consists of five major modes of communication: advertising, sales promotion, public
relations and publicity personal selling, and direct marketing.

54
PACE

THE FIFTH P OF MARKETING

THEY ARE CALLING IT THE FIFTH P. As plans based on the four fundamental Ps of
marketing – Product, Price, Promotion, and Place-prove increasingly insufficient to survive in an
intensely competitive and overcrowded brand bazaar, smart corporate are discovering that pace is
another stratagem by which they can steal a competitive advantage over their rivals.

A many–edged weapon, speed is being wielded in virtually every front of the marketing wars
that have broken out:

To launch new products and re launch old ones, squeezing the average time between launches.

To respond quickly to changes in consumer preferences by introducing brand variations.

To maintain a high frequency of promotions, in order to keep consumer interest in product high.

WHAT IS PACE?

Increasing the speed of new product launches.

Cutting the gap between one launch and the next.

Responding quickly to changing customer needs.

Stepping up the frequency of promotion.

HOW IS PACE MANAGED?

By launching brands without elaborate trials.

By occupying new segment before rivals.

55
By creating systems designed for quick response.

By compressing product- manufacturing cycles.

WHAT IS THE PAY-OFFS?

The thunder is stolen from competitor ’s launches.

Being first helps achieve leadership in a segment.

Quick launches make up for late entries.

Rivals are denied precious shelf- space.

PACKAGING

Packaging, Which is considered to be another very important element of the marketing-mix, is

defined as follows:

PACKAGING includes the activities of designing and producing the container or wrapper for a
product.

The container or wrapper is called the package. The package might include up to three levels of
material. Thus, Old spice After-Shave Lotion is in a bottle (Primary package) that is in a
cardboard box (Secondary package) that is in a corrugated boxing (shipping package) containing
six dozens boxes of Old Spice.

In recent times, packaging has become a potent marketing tool. Well designed packages can
create convenience value for the consumer and promotional value for the producer. Various
factors have contributed to packaging growing use as a marketing tool:

Self- Service: An increasing number of products are sold on a self-service basis in supermarkets
and discount house. In an average super market, which stocks 15,000 items, the typical shopper
passes by some three items per minute. Given that 53% of all purchases are made on impulse, the
effective package operates as a “five second commercial.” The package must perform many of
the sales tasks. It must attract attention, describe the product’s features, create consumer
confidence, and make a favorable overall impression.

Consumer affluence: Rising consumer affluence means consumers willing to pay a little more for
the convenience, appearance, dependability, and prestige of better packages.

56
Company and brand image: Companies are recognizing the power of well designed packages to
contribute to instant recognition of the company or the brand.

Innovation opportunity: Innovative packaging can bring large benefits to consumer and profits to
producers. The first companies to put their soft drinks in pop-ton cans and their liquid sprays in
aerosol can attracted many new customers. Even the company which first introduces sachets in
the Indian market attracted many customers and formed and important medium of reaching the
Indian rural market where the purchases are based on daily wages.

Developing an effective package for a new product requires several decisions. The first task is to
establish the packaging concept. The packaging concept defines what the package should
basically be or do for particular product. Should the package main function (s) be to offer
superior product protection, introduce a novel dispensing method, suggest certain qualities about
the product of the company, or something else?

Therefore, once the packaging concept has been determined, decision must be made on
additional packaging elements- size, shape, materials, color, text, and brand mark. Decision must
be made on how much or little text, cello phone or other transparent films, a plastic or a
laminated tray, and so on. Where a product safety issue is involved, decision must be made on
“tamperproof” devices. The various packaging elements must be harmonized. Size interacts with
materials, colors, and so on. The packaging elements must also be harmonized with decisions on
pricing, advertising, and other marketing elements.

After the packaging is designed, it must be tested. Engineering tests are conducted to ensure that
the package stands up under normal condition; visual tests, to ensure that the script is legible and
the colors har monious; dealer tests, to ensure that the dealers find the packages attractive and
easy to handle; and consumer testes, to ensure favorable consumer response.

Developing effective packaging may cost several hundred thousand rupees and take from a few
months to a year. The importance of packaging cannot be overemphasized, considering the
functions it performs in attracting and satisfying customers. Companies may pay attention,
however, to growing environmental and safety concerns about packaging. Shortages of paper,
aluminum, and other material suggest that marketers should try to reduce their packaging. The
growth of non-returnable glass containers has resulted in using up to 17 times as much glass as
with returnable containers. Many packages end up as broken bottles and crumpled cans littering
the streets and countryside. All of this packaging creates a major problem in solid waste disposal,
requiring huge amount of labor and energy. Fortunately, many companies have gone “green” in
their packaging. Companies must take decisions that serve society’s interests as well as
immediate customer and company objectives.

57
LABELING

Labeling is a subset of packaging. Sellers must label their products. The label may be a simple
tag attached to the product or an elaborately designed graphic that is a part of the package. The
label might carry only the brand name or a great deal of information. Even if the seller prefers a
simple label, the law may require additional information.

Labels perform several functions. First, the label identifies the product or brand- for instance, the
name Maggi stamped on packet of noodles. The label might also grade the product; thus the
Dabur honey small glass containers are grade labeled A. The label might describe the product:
who made it, where it was made, when it was made, what it contains, how it is to be used, and
how to use it safely. Finally, the label might promote the product through its attractive graphics.

Labels eventually become outmode and need freshening up. The label on Orange Crush soft
drinks was substantially changed when its competitor labels began to picture fresh fruits, thereby
pulling in more sales. Orange Crush developed a label with new symbols to suggest freshness
and with much stronger and deeper colors.

Note that the 4Ps represent the sellers’ view of the marketing tools available for influencing
buyers. From a buyer ’s point of view, each marketing tool is designed to deliver a customer
benefit. Robert Lauterborn suggested that the sellers’ 4Ps

4Ps 4Cs

Product Customer needs and wants

Price Cost to the customer

Place Convenience

Promotion Communication

Correspond to the customer’s 4Cs.

Thus, winning companies will be those who can meet customer needs economically and
conveniently and with effective communication.

58
 Michael E-Porter’s five-force industry analysis

Potential
entrants
Big target
population
High
few player
profitability
Very
High s
growth
prospect
of industry due to
increase in aw Buyer ’s bargaining power
Supplier areness
related to
s
bargaining health.
power

Industry
Fas Competitor’s Availability
t technologi of many
c
al competitors
in this
changes Intense price Lowfield. price
war
Superior by local
offered
Rising technologies
of competitor
demand of Morecompetitors
profit s
Additional
safe given by local
margin value
added
and
pure services
offered
producer
drinking competitors
by
Loyalty
wate to
retailer
towards
competitor’s
r .
brand

Threat of
substitute
product
s Conventional
methods
to save
Localcost player
providing
solution with unhygienic
wate
Otherr drinks like59
Cola,Juice
etc.
MARKET POTENTIAL is the limit approached by the market demand as industry
marketing expenditures approach infinity; for a given environment.

The phrase “for a given environment” has great significance in the concept of

market potential. Consider the export market potential for the steel industry in India in a period

of recession when there was South Asian economic breakdown versus a period of prosperity

when earlier to that, the market was all the time bullish. Even for that matter the market potential

of automobiles in a period of recession can be compared with the period when a most of foreign

automobile majors invested in Indian automobile industr y. Companies cannot do anything about

the position of the market demand function, which is determined by the prevailing conditions

and environment in the market, for example, the cultura

political, economic, natural, technological and demographic features that affect the

maximum market demand.

Therefore, potential being the measure of capability of a thing to exist, according to me, Market
Potential can be ter med as Latent Talent.

A very important confusion must be cleared before we understand other feature. Many people
confuse market potential with potential market, where the latter is the measure a sufficient level
of interest shown, for a product / thing offered by the market; by a set of consumers. Consumer
interest only does not have enough income for the product provided the product itself is
distributed well enough as within the reach of the customers.

60
Now let us get ourselves aware of the practical methods of estimating market potential. The two
approaches generally applied (as followed in this case also) are total market potential and Area
market potential.

TOTAL MARKET POTENTIAL: Total market potential in the maximum amount of sales that
might be available to all firms in the industr y during a given period under a given level of
industr y marketing effort and given environmental conditions. A common way to estimate total
market potential is an follows:

T = n x q x p
(F1)
Where:

T = Total market potential

N= Number of buyers in the specific product / market under the given assumptions.

Q = Quantity purchased by an average buyer.

P = price of an average unit.

Thus if 100 million people buy books each year, and the average book buyers buy three books a
year, and the average price of a book is Rs. 50, then the total market potential for books in Rs. 15
billion (= 100,000,000 x 3 x 50). The most difficult component to estimate in formula (F1) is n,
the number of buyers in specific product / market. One can always start with the total population
in the nation, say 261 million people. The next step is to eliminate groups that obviously would
not buy the product. Let us assume that illiterate people and children under 12 do not buy books

and they constitute 20% of the population. This means that only 80% of the population, or
approximately 20% million people would in the suspect pool. We might do further research and
find that people of low income and low education do not read books and they constitute over
30% of the suspect pool. Eliminating them, we arrive at a prospect pool of approximately
146,300,000 book buyers. We would use this number of potential buyers in the formula (F1) to
calculate the total market 4 potential.

61
A variation on formula (Fi) in the ratio method. This method involves multiplying a base number
a base number by several adjusting percentages. Suppose brewery ids interested in estimating the
market potential for a new light beer.

An estimate can be made by the following calculation:

Population x personal discretionary

income per capita x average percentage spent
Demand
on food x average percentage of amount
For spend on beverages x average percentage of
amount spend on beverages that is spend on
The alcoholic beverages x average percentage of
amount spent on alcoholic beverages that is
New
spend on beer x expected percentage of
light beer amount

spent on beer that will be spent on light beer.

AREA MARKET POTENTIAL:

Companies face the problem of selecting the best territories and allocating their market budgets
optimally among these territories. Therefore, they need to estimate the methods of assessing the
market of different cities, states, and nations. Two major methods of assessing the area market
potential are available: The market buildup method, which is primarily used by the business
marketers, and the multiple factor index method, which is primarily used by consumer marketers.

Market Buildup Method: The market buildup methods call for identifying all the potential buyers
in each market and estimating their potential purchases. This method produces accurate results if
we have a list of all potential buyers and a good estimate of what each will buy. Unfortunately,
this information is not always easy to gather.

Multiple- Factor Index Method: Like business marketers, consumer companies also have to
estimate area market potentials. But the customer of consumer companies is too numerous to be
listed. Thus the method more commonly used in consumer markets is a straightforward index

62
method. A drug manufacturer, for example, might assume that the market potential for drugs is
directly related to population size. If the city of Jaipur has 3.25% of the state of Rajas than
population, the company might assume that Jaipur City would be a market for 3.25% of the total
drugs sold.

A single factor, however, is rarely a complete indicator of sales opportunity. Regional drug sales
are also influenced by per capita income and the number of physicians per 10,000 people. Thus if
make sense to develop a multi-factor index with each factor assigned a specific weight. Consider
the following buying- power index used in the “Annual Survey of Buying Power” published by
Sales and Marketing Management:

B (I) = 0.5 y (I) + 0.3 r (I) + 0.2 p (I) F

(2)

Where:

B (I) = percentage of total national buying power found in area I

Y = percentage of national effective buying income originating in area I

R = percentage of national retail sales in area I

P = percent of national population of ages 18 and over per household located in area i.

The numbers are the weights attached to each variable, which are somewhat arbitrary. Others
weights can be assigned if appropriate. Furthermore, a manufacturer would want to adjust the
market potential for additional factors, such as competitors’ presence in that market, seasonal
factors, local promotion costs, etc.

63
Basis of sale of Package Drinking Water Brands at shops/Hotel:

Demand by the customer 50%

Schemes offered by the companies 10%

Advertisement
10%
More margins
3%
Others
2%
Mostly the demand by the customer is the main reason for selling of particular brand of Package
Drinking Water and then it comes to schemes, advertisements and margins. In other reason it
includes availability, replacement of leaked bottles etc.

64
QUESTIONNAIRE

TO DEALER:-

Are you satisfied with the supply facility of C&F with regard to final delivery ?

1) Yes 2)
No

How is the customer response?

1) Positive 2) Negative 3)
Neutral

Are you satisfied with the offered margin?

1) Yes 2) No 3) No
Answer

65
TO CUSTOMER:-

Which product do you use in PDW ?

1) Kingfisher 2) Bisler y 3)
Aquafina
4) Other

What sort of image do you have regarding our products ?

1) Excellent 2) Good 3)
Average
4) Poor

Are you satisfy with the quality of the product ?

1) Strongly satisfied 2) Satisfied 3)Not satisfied

4) Can’t say

Which attribute do you like most in our product?

1) Packaging 2) Quality 3)
Price
4) Others

66
 What changes you want us to work on?

1) Packaging 2) Price 3)
Quality
4) Advertising

EXIBIT:-

RATE LIST

PACKAGED DRINKING WATER

Size Brand Name Rate Per Case (RS.)

1 Ltr. Kingfisher 90
Aquafina 100
Bisleri 113
Intimate 60
Mcdowell’s 84
Yash 60
Vinayak 60
Kinley 110
Himalya 180
2 Ltr.S Kingfisher 125
Bisleri 153
Yash 100
5 Ltr. Kingfisher 32
Bisleri 40
20 Ltr. Kingfisher 40
Bisleri 55

67
 PACKAGED DRINKING SODA

Size Brand Name Rates Per Case(RS.)

500ml Kingfisher 145
Lehar 216
Kinley 192
1.5 ltr. Lehar 198

ROYAL CROWN COLA

Size Price Bottles Scheme

300 ml. 240 24 + 2
600 ml. 444 24 + 4
2 ltr. 360 10 + 2

EXIBIT-02:-

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SCHEMES

KINGFISHER

1 Ltr. Packaged drinking water, Rs. 115, 1 case+4 bottles extra.

KINLEY

3 case of packaged drinking water ( any size), 6 glasses free.

AQUAFINA

1 Ltr. Packaged drinking water, Rs. 124, 1 case+2 bottles extra.

2 Ltr. Pepsi, Rs. 387, 1 case+ 4 bottles of Aquafina extra.

LEHAR

500 ml soda, Rs. 216. 1 case+ 2 bottles extra.

BISLERI

1 ltr. Packaged drinking water, Rs. 128, 1 case+2 bottles extra.

BIBLIOGRAPHY

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1. Philip Kotler, Marketing Management, 11 th Edition.

2. www.kingfisherworld.com

3. www.goolge.com

4. RC cola

5. Kothari C.R., Research Methodology: Methods and Techniques, 2 nd Edition.

6. www.rccolainternational.com

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