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					Designing &implementing marketing strategic plan for Kingfisher PWD& RC Cola.
A Study Project Submitted to University of Pune in partial fulfillment of the requirements for the Award of Master’s Degree Course in Business Administration
2008 – 2010

Submitted by: (Devendra kumar)

Under Guidance: (Prof. Sachin Borgave)

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C E RT I FI CAT E

This is to certify that the Project Report titled “Designing &implementing marketing strategic plan for Kingfisher’s PWD & RC Cola” in ICE Berg food Ltd is the bonafide work carried out by Mr. Devendra kumar, student of MMM II of Sinhgad Institute Of Business Administration & Computer Applications, Lonavala for the fulfillment of MMM degree of the University of Pune. He has worked under our guidance and direction. His Work is found to be satisfactory and complete in all respect.

Director

Signature of Guide

Date: Place:

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PREFACE
Barring price wars among the leaders, nothing marked the FMCG sector. “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. As my area of interest is marketing, the project was provided to me titled

“Designing & Implementing the market strategy plan for PDW and RC Cola ‘Kingfisher’ in Jaipur market.”
So that I can understand and learn the marketing skills in FMCG sector I did my summer internship at “Kingfisher beverages”, Jaipur, under the guidance of Mr. Mayur Tiwari (Regional Sales Manager) and Mr. Pushkar Dwivedi (Area Sales Manager). I am please to work in this esteemed organization. I have tried my best to make this report a reader friendly & also did my level best to fulfill the objective of the summer training.

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DECLARATION
I declare that the project entitled ‘Designing & Implementing the market strategic plan for PWD , soda &RC cola of’ Ice berg food Ltd. In Jaipir is a record of independent research work carried out by me during the academic year 2007-2008 under the able guidance of my faculty guide Professor Prof. Sachin Borgave of sinhgad Business School, lonavala, and my Project guide Mr. Mayur Tiwari. I also declare that the project is the result of my effort and has not been submitted to any other University or Institution for the award of any degree, or personal favor whatsoever. All the details and analysis provided in the report hold true to the best of my knowledge.

Place: LONAVALA Date: 15 JULY, 2007

Vishnu Kumar Patidar

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ACKNOWLEDGEMENT

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

With Sincere thanks Vishnu Patidar

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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:Two Months: - 1st May 2007 to 30th June 2007

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TABELS OF CONTENTS:-

S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

CONTENTS Industrial profile Introduction about project Company profile New product (R C Cola) Research methodology Market analysis Analysis & findings SWOT Analysis Recommendation & suggestions Planning marketing programmers (strategies) Questionnaires Exhibit Bibliography

Pg.no. 08 17 18 21 23 30 44 45 48 50 65 67 70

UNITED BREWERIES GROUP (UB GROUP)
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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 formed 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 mythologycarried 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 factory at Panambur in Dakshina Kannada district of Karnataka.

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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 increase 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 Beer Jokes; the Food section, which is a must for lovers of Indian cuisine; and the World section, 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 Sports pages 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.

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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 performs are approved by pepsi. We use 100 % virgin material(pepsi approved). We can sign long term contract and have a manufacturing facility at present of 300,000 preforms/day.

Company Profile
Company Name:Country/Territor:Iceberg Foods Pvt. Ltd., 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 processed on husky injection molding system. Can manufacture 300,000 preforms/day Manufacturer Packaging Product Stocks , Packaging Related Machinery , Packaging, Printing Projects , Worldwide 11 - 50 People US$1 Million - US$2.5 Million 1998 Bharat Shah

Products/Services We Offer:-

Business Type:Industry Focus:Geographic Markets:No. of Employees:Annual Sales Range (USD):Year Established:Legal Representative/CEO:-

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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.

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(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:

Rajasthan

Jaipu r

Jodhpur Ajmer Bikaner

Udaipur

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)

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Jaipur Zone: - In Jaipur zone the distribution network is divided in two segments. 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  Area Sales Manager  Sales Officers

-

One Two Ten

Kingfishers Sales department along with the names and duties of each staff member is given below.
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MANAGER-SALES Mr. Mayur Tiwari

ASM Mr. R.S.Rathore

Sales Officer

Sales Officer

Sales Officer Mr.

Sales Officer

ASM Mr.Pushkar Dwivedi

Sales Officer Mr.Kamal

Sales Officer Mr.Prashant

Sales Officer Mr.Kirti

Sales Officer Mr.Vinod

Sales Officer Mr.Arvind

Sales Officer Mr.Bhagwan

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
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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 history 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:-

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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 disintegrates 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's to 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 1955 and 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

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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
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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

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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 Mory 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 form 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 primary 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 industry/ 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 primary data. Secondary data already exists, having been collected for some other purpose, while primary data consists of original information 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

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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, information 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:-

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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.

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Pink City Area

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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 KF/KK Presence Good Presence of KF/KK Not Presence

22 11 5 11

M.I. Road
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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 KF/KK Presence Good Presence of KF/KK Not Presence 30 18 7 12

Railway Station Road

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Market Share

Others 10%

Bislery 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 KF/KK Presence Good Presence of KF/KK Not Presence 35 27 21 8

Rambag & SMS Road

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Market Share

Others 16%

Bislery 31%

Kingfisher 43%

Acquafine 10%

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 KF/KK Presence Good Presence of KF/KK Not Presence 25 14 6 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 KF/KK Presence Good Presence of KF/KK Not Presence 21 9 3 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 KF/KK Presence Good Presence of KF/KK Not Presence 20 6 0 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 2nd and 3rd place with 27% and 19% market share respectively.

Market Summary Total Out-Let Visited KF/KK Presence Good Presence of KF/KK Not Presence 20 7 1 13

Adharshnagar

Market Share

37

Others 16%

Kingfisher 15%

Bislery 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 KF/KK Presence Good Presence of KF/KK Not Presence 32 12 4 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 KF/KK Presence Good Presence of KF/KK Not Presence 24 5 0 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 2nd, Kingfisher with 22% share in market. Other take 19% market share.

Market Summary Total Out-Let Visited KF/KK Presence Good Presence of KF/KK Not Presence 26 11 4 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 KF/KK Presence Good Presence of KF/KK Not Presence 24 13 2 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 3rd place with 26%. With 8% share Kingfisher is on 4th place.

Market Summary Total Out-Let Visited KF/KK Presence Good Presence of KF/KK Not Presence 23 4 0 19

Chandpol Market Share

42

Others 26%

Bislery 36%

Kingfisher 18% Acquafine 20%

In Chandpol area Bislery 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 KF/KK Presence Good Presence of KF/KK Not Presence 23 5 1 17

FINDING

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 very 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
•

WEAKNESSES
• • • • •

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.

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.

•

•

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.

• •

•

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. T H R EAT S 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.

•

•

Low rates as compared to the nearest competitors like Bisleri, Aquafina, and Lehar. OPPORTUNITIES

•

• •

Wide market still remains unexplored People are getting more health conscious

•

•

Municipalities are supplying impure water. • • • • •

Consumers are becoming more brand loyal rather than quality conscious. Attractive schemes are provided by the competitors for their brand promotion. Public Relation & Promotional

•

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.

activities are inadequate in Jaipur city. Eureka Forbes and Aqua guard are trying to capture the market. Local players like Intimate, Yash, Vinayak are growing at a very fast rate especially at bus stands and railway 46 station area.

•

Company has license to serve package drinking water in all over India so company can easily go for other states in order to tap the large unrepresented market.

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 & confectioneries Ice cream parlors, bars, and catering services. Institutional sales: Factories, Export house, Scholl& Education institution and hospitals. Offices & Households: Commercial complexes, main market, residential flats & housings colonies. 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 necessary 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 marketingmix 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 COURSE.

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 benefitIt is the fundamental service or benefit that the customer is really buying. The customer purchase PDW to satisfy his thrust. B) Basic Product50

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 ProductAt 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 ProductAt 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 ProductPotential 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 influence 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 TO STAY IN THE SAME PLACE. Modern marketing calls for more than a developing a good product, pricing it 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 supermarket, 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 harmonious; 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 Product Price Place Promotion Correspond to the customer’s 4Cs.

4Cs Customer needs and wants Cost to the customer Convenience Communication

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 profitability Very few players High growth prospect of industry due to increase in awareness related to health.

Buyer’s bargaining power

Suppliers bargaining power

Industry Competitor’s  Fast technologic al changes  Rising demand of safe and pure drinking water  Availability of many competitors in this field.  Low price offered by local competitors  Additional value added services offered by competitors to retailer.

 Intense price war  Superior technologies of competitors  More profit margin given by local producer  Loyalty towards competitor’s brand

Threat of substitute products  Conventional methods to save cost  Local player providing solution with unhygienic water  Other drinks59 Cola, like 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 industry. 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 termed 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 industry during a given period under a given level of industry marketing effort and given environmental conditions. A common way to estimate total market potential is an follows:

T = Where:

nxqxp

(F1)

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:

Demand For The New light beer

Population x personal discretionary income per capita x average percentage spent on food x average percentage of amount spend on beverages x average percentage of amount spend on beverages that is spend on alcoholic beverages x average percentage of amount spent on alcoholic beverages that is spend on beer x expected percentage of 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 R P = percentage of national effective buying income originating in area I = percentage of national retail sales in area I = 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 Schemes offered by the companies Advertisement More margins Others

50% 10% 10% 3% 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 4) Other

2) Bislery

3) Aquafina

 What sort of image do you have regarding our products ?

1) Excellent 4) Poor

2) Good

3) Average

 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 4) Others

2) Quality

3) Price

66

 What changes you want us to work on?

1) Packaging 4) Advertising

2) Price

3) Quality

EXIBIT:RATE LIST

PACKAGED DRINKING WATER

Size 1 Ltr.

Brand Name Kingfisher Aquafina Bisleri Intimate Mcdowell’s Yash Vinayak Kinley Himalya

Rate Per Case (RS.) 90 100 113 60 84 60 60 110 180 125 153 100 32 40 40 55

2 Ltr.S

Kingfisher Bisleri Yash

5 Ltr. 20 Ltr.

Kingfisher Bisleri Kingfisher Bisleri 67

PACKAGED DRINKING SODA

Size 500ml

Brand Name Kingfisher Lehar Kinley

Rates Per Case(RS.) 145 216 192 198

1.5 ltr.

Lehar

ROYAL CROWN COLA

Size 300 ml. 600 ml. 2 ltr.

Price 240 444 360

Bottles 24 24 10

Scheme +2 +4 +2

EXIBIT-02:68

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
69

1.

Philip Kotler, Marketing Management, 11th Edition. www.kingfisherworld.com www.goolge.com RC cola Kothari C.R., Research Methodology: Methods and Techniques, 2nd Edition. www.rccolainternational.com

2. 3. 4.
5.

6.

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