IIPM

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS ITS COMPETITORS
A THESIS REPORT SUBMITTED TO INDIAN INSTITUTEOF PLANNING AND MANAGEMENT, NEW DELHI, IN PARTIAL FULFILMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINSTARATION

SUBMITTED TO: PROF. SUMANTA SHARMA

UNDER THE GUIDANCE OF: MR. A.M. MULGUND SUBMITTED BY: ADITI MITTAL SECTION FN 2 BATCH: SS/ 2006-08 ALUMNI ID NUMBER: DS68-M369

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

APPROVAL LETTER
From: Thesis <thesis@iipm.edu> To: aditimittal5@yahoo.co.in Date: Wed, 11 Jun 2008 16:51:20
Subject: Thesis Topic Approval (Mkt) SS/ 2006-08

Dear Aditi, This is to inform that the thesis topic Marketing Strategies of Parle ( Bisleri ), as proposed by you, has been approved .This email is an official confirmation that you would be doing your thesis work under the guidance of Mr. A.M. Mulgund. Make it a comprehensive thesis; the objective of a thesis should be value addition to the existing knowledge base. Please ensure that the objectives as stated by you in your synopsis are met using the appropriate research design. You must always use the thesis title as approved and registered with us. Your Alumni ID Number is DS68-M369 Regards, Sumanta Sharma Associate Dean (Projects) The Indian Institute of Planning and Management New Delhi Sumanta.sharma@iipm.edu Phone: 0124 - 4505402 / 29

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

CERTIFICATE OF ORIGINALITY
This is to certify that the thesis entitled A Comparative brand Analysis & Market research of Bisleri via its competitors is an original piece of work and part of course which is carried out under the direct guidance and supervision of Mr. A.M. Mulgund.

_____________________ Signature of student

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

CERTIFICATE FROM THE GUIDE

To, The Dean IIPM New Delhi Dear Sir, This is to certify that the thesis titled A comparative Brand analysis & Market research of BISLERI via its competitors submitted by Aditi Mittal for the award of degree in Masters of Business Administration has been completed under my supervision and guidance. It is an original piece of work based on primary as well as secondary data. His work is satisfactory and complete in every respect. I wish her all the success for his future endeavor. Thanking you, Yours Sincerely _____________ Mr. A.M.Mulgund

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

ACKNOWLEDGEMENT
Through this acknowledgement I express my sincere gratitude towards all those people who helped in this thesis, which has been a learning experience. I am thankful to my thesis guide Mr.A.M.Mulgund for guiding me throughout this study without his help this dissertation would have not be completed. I appreciate the co-ordination extended by my friends and also express my sincere thankfulness to the entire faculty members of Indian Institute of Planning and Management, New Delhi, giving me the opportunity to do this thesis/study and also assisting me for the same. It was the light of there knowledge under which my dissertation has been successfully completed. I owe everything in this life to my parents who are a constant source of inspiration and pillars of success. Aditi Mittal

Thesis synopsis
A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

1. Details of the student: Name: Aditi Mittal (FN 2) Batch: SS PGP 2006-2008 Specialization: Marketing (Major) and Finance (Minor) Phone number: 91-9999676477 Email id: aditimittal5@yahoo.co.in
2. Desired area of research:

comparative analysis of different water

companies

3. Title of the thesis:. A comparative brand analysis & marketing research of BISLERI via its competitors

4. Hypothesis:. The aim of the thesis is to analyze the effect on Bisleri by

different strategies adopted by other players of water industry and to recommend various possible improvements in the marketing mix.

5. Introduction to the area of research: Being a market leader Bisleri

have to adopt few strategies because previously it was working under an environment which was equivalent to monopoly because he was the initiator in water trade business, but as the changing rules of business and market, one has to adopt & implement different & effective strategies at the right time to attain a position in this competitive world.

6. Scope of the research: Here the focus is to analyze the challenges in front of the company. In this process I will identify the incorporated marketing mix adopted by Bisleri to counter the marketing strategies of the competitors by developing its own marketing strategies.

7. Research methodology: Most of the data will be collected through the

primary source and whenever obligatory secondary source will be used. The appropriate research design formulated is detailed below.
A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

Exploratory Research: This kind of research has the primary objective of development of insights into the problem. It studies the main area where the problem lies and also tries to evaluate some appropriate courses of action
8. Justification for choosing a particular research proposal: I have

chosen this topic for doing my thesis because of one main reason that is in my job, I am handling the business development department which is somehow related to study the behavior of other competitors or players of water industry and it will definitely help me to do my thesis in a wider way. In this research of mine I will try to trace out the Threats caused by other players to Bisleri and Strategies and measures adopted by Bisleri to counter the competition by its competitors. 9. Details of external guide:
Name of the guide : Mr. A.M. Mulgund Qualification Designation Organization Mobile Number : MBA : Asst General Manager : Union Bank Of India : 91-9717083111

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

ABSTRACT
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the four Ps, th marketing mix elements are price, place, product and promotion. The offer make to customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. Another way to think about the marketing mix is to use the image of an artists palette. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. Every hand painted picture is original in some way, as is every marketing mix. Some commentators will increase the marketing mix to the Five Ps, to include people. Others will increase the mix to seven Ps, to include Physical evidence and process. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. The Marketing Mix, originally known as The Four Ps, is a combination of product, price, place [distribution], and promotion activities that are applied to a particular target market. The general idea is to combine (mix) the variables to generate an optimal, positive, and desired response in the target market. Diverse and numerous combinations of marketing methods, modes, and techniques can be selected and applied to create a marketing mix. The marketing strategy is mostly determined by roles (who focus on the promotion element of the marketing mix) in the marketing communications department with contributions from other corporate departments, notably the product marketing department. An expanded system based on Seven Ps stresses the importance of Place, Product, Price, Promotion, People, Process, and Physical evidence. For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.
A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

The marketing mix can be used by marketers as a tool to assist in defining the marketing strategy. Marketing managers use this method to attempt to generate the optimal response in the target market by blending 4 variables in an optimal way. The marketing mix can be adjusted on a frequent basis to meet the changing needs of the target group and the other dynamics of the market environment. The function of the marketing mix is to help develop a package that will not only satisfy the needs of the customers within the target markets, but simultaneously to maximize the performance of the organization. There have been many attempts to increase the number of Ps in the marketing mix model. The most frequently mentioned one being people or personnel. The aim of the thesis is to gather information and analyze the key areas of Marketing Mix strategies.

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

TABLE OF CONTENT
Chapter No.
01 02

Topics

Page No.

INTRODUCTION LITERATURE REVIEW

01-10 11-24

03

MARKETING MIX OF BISLERI

25-50

04 05 06 07 08

FINDINGS AND RESEARCH RECOMMENDATIONS CONCLUSION BIBLOGRAPHY ANNEXURE

51-78 79-81 82-84 85-86

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS

IIPM

A COMPARATIVE BRAND ANALYSIS & MARKET RESEARCH OF BISLERI VIS COMPETITORS