foster's summer project pradeep singh 1

8/7/2019 FOSTER'S SUMMER PROJECT Pradeep Singh 1

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A PROJECT REPORT

ON

SALES & PROMOTION

FOR FOSTERS PACKAGED DRINKING WATER

PGDM (MARKETING)

Submitted in partial fulfillment of the requirement for

Post Graduate Diploma in Marketing.

Submitted By

PRADEEP SINGH

SINHGAD INSTITUTE OF BUSINESS

ADMINISTRATION & RESEARCH

Kondhwa(Bk), Pune.

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CERTIFICATE

This is to certify that Mr. Pradeep Singh student of SINHGAD INSTITUTE OF

BUSINESS ADMINISTRATION & RESEARCH, Pune has completed his field work report

at FOSTERS PACKAGED DRINKING WATER IN AQUATECH CRYSTAL WATER

PVT. LTD. on the topic of SALES & PROMOTION and has submitted the field work report in

partial fulfillment of PGDM-Marketing (AICTE) of the UNIVERSITY OF PUNE for the

academic year2009-11.

He has worked under our guidance and direction. The said report is based on bonafide

information.

Pradnya Bhandare Prof. Avadhoot Pol

Project guide name Director

Date:-31/1/2011

Place: - Kondhwa (Pune)

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DECLARATION

I hereby declare that the Project titled Sales & Promotion for

FOSTERS PACKAGED DRINKING WATER is an original piece of research work carried

out by me under the guidance and supervision of Prof. Pradnya Bhandare . The information has

been collected from genuine & authentic sources.

The work has been submitted in partial fulfillment of the requirement of PGDM Full

Time Program of SIBAR.

Place:-Kondhwa (Pune) Signature

Date: - 31/01/2011 PRADEEP SINGH

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TO WHOM IT MAY CONCERN:

This is to certify that Mr. Pradeep Singh, student of Sinhgad Institute of Business

Administration & Research, Kondhwa, have completed the Summer Training Program of Sales

& Promotion for FOSTERS PACKAGED DRINKING WATER in AQUATECH

CRYSTAL WATERS PVT.Ltd, Pune. From 1 st June, 2010 To 31 st July,2010.

He has worked under our guidance and direction. His work is found to be hard working, sincere,

satisfactory and complete in all respect.

Thanking you,

Regards,

For Aquatech crystal waters pvt.ltd.

Sales Head.

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ACKNOWLEDGEMENT

A successful project work is a result of the organized and well coordinated teamwork, so

at the completion of the project.

I take this opportunity to thank Mr. Sagar for his valuable advice and direction which he

provided to me during the course of my project. I am grateful to all the members & the faculty of

college for their constant support and inspiration throughout the lifespan of the project.

I express my deep sense of gratitude and sincere thanks to my project guide

Prof.Pradnya Bhandare for his constant guidance, co-operation and advice, which is helped me

in completing the project successfully.

Last but not the least, I would like to thank all my family members and friends for their

constant co operation and inspiration and direct or indirect help without which this project could

not be completed.

PRADEEP SINGH

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Executive summary

The objective behind this project is to understand how the market research& sales

promotion function are carried out in fosters packaged drinking water {Pune}. The project

report required a thorough study of the various section at all the levels and To conduct the detail

study a print questioner was prepared for the retailer, sales man and the distributor of FOSTERS

PACKAGED DRINKING WATER of my area and also some questioner where prepared for

AQUAFINA products but only to the retailers so than we come to know what is the actual

market of FOSTERS PACKGED DRINKING WATER and AQUAFINA and this help us toknow the market value of FOSTERS PACKAGED DRINKING WATER . Where half of the

information with the first hand, these question help us to know what is the reaction of the

retailers about FOSTERS PACKAGED DRINKING WATER products and what we find that

the products of FOSTERS PACKAGED DRINKING WATER are more good in demand than

that of AQUAFINA. A very good conclusion has been come to know that there is a very big gap

between the retailer and all the sales man who give the retailers the FOSTERS PACKAGED

DRINKING WATER products is the gap of communication further we can see in the suggestion

and conclusion part. Further also the survey involved quantities as well as qualitative research so

as to get a vivid picture of the entire scenario quantitative research was carried out through well

structured and designed questionnaire data collected from the survey was analyzed and

conclusion is drawn, based on the information and analysis made the recommendation or

suggestion were put across to the company to improve or increase the selling and distribution of

FOSTERS PACKAGED DRINKING WATER.

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TABLE OF CONTENTS

CHAPTER NO CONTENTS PAGE NO.1. Introduction 1-

2. Objectives 15

3. Methodology 18

4. Company Profile 25

5. Literature survey 35

6.Data presentation 39

a. Data collection 40

b. Data analysis 42

7. Conclusions 56

8. Limitations / future scope 58

9. Recommendations 60

10. Bibliography 63

11.Annexure 65

INTRODUCTION most important liquid in the world. WithoutWater is the most important liquid in the world. Without water, there would be no life, at least

not the way we know it. In today's living condition, the need for Pure Drinking Water is

becoming the issue for the common Man.

Eighty percent of the human metabolism consists of water. This is the reason why 90% of human

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diseases are water borne. There are 3 types of water impurities, which are root cause of water

borne diseases.

1.Microbiological-Bacteria / virus.

2.Dissolved impurities - chemical.

3. Imbalance of Mineral Content.

There are rapid changes that are taking place in our environment since long and the air and the

water pollution is on an increase. The main source of drinking water is river and downstream

which also have not been able to escape the pollution. When a consumer became aware of the

problems caused by water pollution the market saw an advent of ceramic water filters, which

filters the dust and suspended particles but dissolved impurities and microbiological impurities

are not cleared out. The mineral balance is also not maintained.

1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter thewater. It deactivates microbiological impurities to an extent but has side effects due to iodine and

it does not take care of dissolved impurities mineral balance.

Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates bacteria to a

great extent. It maintains the odor and color of water but does not clear out the dissolved

impurities and mineral particles. Thus came advent of mineral water.

Historically, the need for purified water within Indian homes had been kept down to a minimum.

Essentially, there were three types of water that was used for different purposes. The first type

was used for rinsing. The second type, which was used for cooking, was cleaner and kept

covered. The third type was the cleanest drinking water and was very often boiled before use.

Since an average family needed a small quantity, not more than five or six liters a day boiled and

filtered water had been a convenient solution for some time .The fallouts were obvious. It was

very difficult to convince the people that purification system was worth the price. There was no

visible way to demonstrate the benefit. The otherwise somnolent market began to change once

companies like Eureka Forbes targeted the office segment, while the mineral water players went

after travelers. Ion Exchange was the only company, which had any measure of success in

entering homes with Zero-B. But clean drinking water returned on the national agenda a little

later..

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Literature survey

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Mineral water is water containing minerals or other dissolved substances that alter its

taste or give it therapeutic value, generally obtained from a naturally occurring mineral spring or

source. Dissolved substances in the water may include various salts and sulfur compounds.

Mineral water can be sparkling (with effervescence), or still (without effervescence).

Traditionally, mineral waters were used or consumed at their source, often referred to as "takingthe waters" or "taking the cure," at sites such as spas, baths or wells. The term spa was used for a

place where the water was consumed and bathed in; bath where the water was used primarily for

bathing, therapeutics, or recreation; and well where the water was to be consumed. Active tourist

centres have grown up around many mineral water sites since ancient times, such as Hisarya

(Bulgaria), Vichy (France), Jermuk (Armenia), Yessentuki (Russia), Spa (Belgium), Krynica-

Zdrj (Poland), Sulphur Baths (Tbilisi, Republic of Georgia) and Bath (England). Tourist

development resulted in spa towns and hydropathic hotels (often shortened to "hydros").

In modern times, it is far more common for mineral waters to be bottled at source for distributed

consumption. Travelling to the mineral water site for direct access to the water is now

uncommon, and in many cases not possible (because of exclusive commercial ownership rights).

There are more than 3,000 brands of mineral water commercially available worldwide.

The more calcium plus magnesium ions are dissolved in water, the harder it is said to be; water

with few dissolved calcium plus magnesium ions is described as being soft.

The U.S. Food and Drug Administration classifies mineral water as water containing at least 250

parts per million total dissolved solids (TDS), originating from a geologically and physically

protected underground water source. No minerals may be added to this water.

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However, in many places, the term "mineral water" is colloquially

used to mean any bottled carbonated water or soda water, as

opposed to tap water. Further reading

LaMoreaux, Philip E., & Tanner, Judy T, ed. (2001), Springs and bottled water of the world: Ancient history, source, occurrence, quality and

use , Berlin, Heidelberg, New York: Springer-Verlag, ISBN 3-540-61841-

4, retrieved 13 July 2010

To know much more about the mineral water and the market competitor of foster I did this

project.

Water is the most important liquid in the world. Without water, there would be no life , at least not the way

we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the

common Man.

OBJECTIVES

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-To study the sales growth of Foster in the Market.

-To study Promotion Strategies carried out in Foster.

- To know the competitor of Foster.

- To find out the Brand Position of Foster.

RESEARCH METHODOLOGY

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METHODOLOGY

The advanced learners dictionary of current English lays down the meaning of research as acareful investigation or inquiry especially 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 brands 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.

RESEARCH APPROACH:-

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, Survey was undertaken where

particularly information was gathered

RESEARCH INSTRUMENTS:-

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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

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

Were followed after pre testing and three 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) DEALERS QUESTIONNAIRE: this questionnaire was designed for various retailers,

Which pass on these types of items to the ultimate customer?

(B) CUSTOMER QUESTIONNAIRE

(C) RETAILERS QUESTIONNAIRE

CONTACT METHODS:-

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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:-

1. Research Problem for the present study

Analyzing the market of Fosters package drinking water and soda in Pune 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.

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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

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 respondents shops.

4. Select the measurement technique

Questionnaires, instrument for asking information directly from a respondents 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.

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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

Research plan:-

1. Area: since my research was pertaining to package drinking water and soda in retail counters,

malls, multiplexes & hotels of Pune 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 respectively. My sample size was about 70composite 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:-

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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.

4. COMPANY- PROFILE

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Aquatech crystal water pvt. Ltd.

About Company:-

We are quality pet performs manufacturers in India with state of the art technology. Fosters aninternational beverage brand, was launched in India in 1999. One of the most well known brands

across the world, Fosters quickly established its position as one of the leading beverage brands in

India as well. Today, the fosters range of beverages includes Fosters lager beer and Fosters

packaged drinking water.

Company Profile

Company Name: - Aquatech crystal waters Pvt. Ltd.,

Country/Territory: - India

Address: - 7/3&7/4, Swar-Sudha, Pinnac memories, Kothrud, Pune-

411038. Maharashtra, India

Products/Services We Offer: - We offer international quality of water. This includes

Pressure sand filtration, reverse osmosis process, micron

Filtration & a host of other processes to ensure the water

100% pure, has a longer shelf life & smoother test.

Business Type: - Manufacturer

Industry Focus: - Packaging Product Stocks, Packaging Related

Machinery, Packaging, Printing Projects,

Geographic Markets: - Worldwide

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No. of Employees: - 11 - 50 People

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

Year Established: - 1999

Legal Representative/CEO: - Hitesh mahendra kering

CompanyPerspectives:

The vision of Foster's Group Ltd. is Inspiring Global Enjoyment. Whether through beer, wine,

spirits, leisure, or property, Foster's premium products inspire enjoyment around the world.

Foster's mission is to build premium quality, first-choice brands, deliver service excellence to

customers and consumers, generate superior returns for shareholders, create an inspiring

workplace, and be welcomed in the communities in which we operate.

KeyDates:

1888: W.M. and R.R. Foster build a large brewery near Melbourne.

1907: Carlton and United Breweries Proprietary (CUB) is formed when the Foster brothers

merge operations with five other breweries.

1981: Elder Smith is merged into Henry Jones, forming Elders IXL Ltd.

1986: The Company acquires Courage Brewing Ltd., followed by Canada's Carling O'Keefe

Breweries in 1987.

1989: Carling O'Keefe and Molson form a joint venture, Molson Breweries of Canada.1990: John Elliott resigns as chairman and CEO, and Elders IXL changes its name to Foster's

Brewing Group Limited.

1992: Molson Breweries Chief Ted Kunkel becomes CEO.

1996: Foster's acquires Mildara Blass, one of Australia's leading premium wine companies, and

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Rothbury.

1998: Foster's acquires the Austotel hotel chain, making it Australia's largest operator of hotels.

2000: Foster's acquires Beringer Wine Estates for about a$2.9 billion (US $1.2 billion).

2001: Foster's merges the Beringer and Mildara Blass wine businesses, renaming the division

Beringer Blass Wine Estates; the company removes "Brewing" from its formal name, becoming

Foster's Group Limited.

Company History:

Foster's Group Limited, whose beer commercials once taught drinkers to speak Australian, has

also developed a taste for fine wine. With its purchase of California leader Beringer Wine

Estates, Foster's has evolved into a "global premium beverage company." The Group's Beringer

Blass division sells about 15 million cases of wine per year in more than 67 wine markets.

The company produces and markets the most famous beer of the land Down Under, Foster's

Lager, as well as the country's other leading beer brands, such as Victoria's Bitter and Crown

Lager. One of the world's largest brewers, Foster's has brewing operations in Australia, Fiji,

Vietnam, India, and China, plus wine operations in Australia, Chile, the United States, the

Netherlands, France, and Germany.

Origins: From Jam to Beer

Though Foster's predecessors date to the late 19th century, many sources trace the company's

emergence as a major force in Australian business to the activities of one man, John Elliott.

Through an astonishing series of acquisitions over the course of more than a decade, Elliott

assembled a major conglomerate using a moderately sized jam company as its nucleus. At about

the age of 30, Elliott returned to Australia after a brief stay in the United States, where he hadworked as a consultant. Beginning in the early 1970s, with his only significant business

experience consisting of a short stint at Australia's largest corporation, Broken Hill Proprietary

Co. (BHP), and a six-year engagement at the American consulting firm of McKinsey & Co. (two

of those years in Chicago, and four in Australia), Elliott set out to conquer the business world

from the top, running his own company rather than working his way up from within one. After

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rounding up about A$30 million in backing from a collection of Australian business leaders,

Elliott purchased Henry Jones (IXL) Ltd., a Tasmanian company whose main businesses were

making jam and canning fruit. (IXL was the food company's lead brand of jam. Its name was a

phonetic spelling of "I excel.") Henry Jones grew during the rest of the 1970s through a series of

acquisitions of companies that could provide necessary auxiliary services, including canning,

packing, milling, and freezing operations.

Evolution of Elders IXL in the 1980s

The rest of the 1980s was marked by a nonstop series of acquisitions in a variety of industries,

including mining operations and more beer companies. One result of this period was Elliott's

reputation as one of a rising breed of Australian takeover artists, a group whose members

included Holmes Court, media mogul Rupert Murdoch, and Alan Bond (also known as the man

who took America's Cup out of America). The takeover of CUB, the largest in Australia up to

that time, also created a substantial debt for Elders. The strategy for reducing the debt was to sell

off the unprofitable parts of the various acquired companies at the same time new ones were

being sought. For example, by the middle of the decade, there was no longer a Food division atElders, whereas food was once the company's core industry. By 1986 the old jam factory in the

suburbs of Melbourne, now housing the company's headquarters, was nearly the only remnant of

the old version of Elders. Also dumped were the 350 pubs once controlled by Carlton & United.

Among the company's purchases during the mid-1980s was a 40 percent stake in Roach Tilley

Grice & Co., a major Australian stockbrokerage, and a 20 percent interest in Kidston Gold Mines

Ltd., both in 1984.

In 1985, Elliott launched a takeover bid for Allied-Lyons PLC, a company four times the size of Elders. Elliott's initial bid for Allied, a British brewery and food conglomerate in which he

already held a 6 percent share, totaled A$2.3 billion, the money coming from a multinational

banking syndicate led by Citicorp. The move for Allied reflected a desire on the part of Elders'

management to expand substantially into European markets, prompted by the limitations of

Australia's population of only 15 million.

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Foster's as Primary Business in 1990

In 1989, Elders merged its North American beer operations (Carling O'Keefe) with Toronto's

Molson Breweries. (In 1998, Foster's sold its 50 percent interest in Canadian Molson Breweries

for A$1.1 billion.) At the time of its creation, the joint venture controlled 53 percent of the beer

market in Canada. Other events of 1989 reshaped the company's future and ultimately led to

Elliott's departure from the company he had built into an international empire. Harlin Holdings

Group, a private investing firm owned mainly by Elders managers and led by Elliott, bought a 17

percent stake in Elders to secure the company from bids for control by outsiders. Australian

regulators ruled that Harlin had to extend its offer of A$3 per share to all shareholders. As a

result of this decision, Harlin embarked on what amounted to a takeover campaign for Elders,

and ended up with a 56 percent holding in the company. This was a far greater share than the

group had intended to purchase, and the Harlin Holdings Group found itself a$2.8 billion in debt.

Concentration on Brewing in Mid-1990s

By the mid-1990s Foster's was a pared-down version of its former self, with sales whittled from a

high of a$17.6 billion in 1989 to A$7.2 billion in 1994. Under the direction of CEO Kunkel, who

had earned a reputation as a skilled brewer and manager while at Foster's Carling O'Keefesubsidiary in Canada, the company turned its attention from the 1980s upheaval to concentrate on

the business of brewing and selling beer.

Kunkel soon found that his work was cut out for him. Although his company controlled enough

brands to give it leading shares of the Australian and Canadian markets as well as a number two

rank in the United Kingdom, its namesake brand, Foster's, was struggling at home. Inextricably

linked to the conspicuous consumption of the 1980s, the brand quickly fell out of favor in the

recession-battered 1990s. In spite of (some analysts claimed because of) expensive marketingcampaigns, and as budget-conscious Aussies traded down to cheaper brews the market share for

Foster's Lager was halved from about 16 percent in 1987 to seven percent by 1993. Perhaps more

ominously, Australia's already-small domestic market was shrinking at an alarming rate due to a

combination of demographic, social, and economic factors. Kunkel refused to sacrifice Foster's

profit margin, telling Forbes magazine's Subrata Chakravarty, "I'm not a discounter, I'm a brand

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builder." Fortunately for the company, many of the beer drinkers who remained, opted for

another Foster's brew, Victoria Bitter, making that labels the nation's leading brand by 1993.

A Millennial Move into Wine

The year 2000 heralded an era of dramatic change for Foster's. That year, Foster's acquired

Beringer Wine Estates, a leading U.S. wine company, in a transaction valued at a$2.9 billion. As

a result, Foster's transformed itself from a beer business with a Wine division into "a global

premium-branded beverage company." Building on its 1996 purchase of Mildara Blass, the

Beringer acquisition gave Foster's access to more than 10,000 acres of vineyard in California,

high-end brands such as Meridian and Stag's Leap, and in the context of slow growth in the

company's core beer business, a chance to expand Beringer brands into Asia and Europe while

marketing Mildara brands in the U.S. through Beringer distribution networks. The acquisition

significantly affected the company's composition. Beringer doubled the size of the company's

wine business and increased the portion of its profits from overseas. The acquisition prompted a

flurry of discussion about merger activity and global consolidation of the wine industry, as

producers sought lower costs and larger, high-growth markets such as Asia. The purchase sealed

the Foster's Group's drive to build a well-balanced business with strong cash flows, growth prospects, and diversity of investment risk.

Principal Subsidiaries: Australian Leisure and Hospitality (Liquor Shops and Hotels); Beringer

Blass Wine Estates; Bourse du Vin International (Wine Club, the Netherlands); Cellarmaster

Wines Pty. Ltd. (Wine Club); Carlton and United Breweries Limited; The Continental Spirits

Company; Foster's USA (U.S.; 49.9%, Beer Distribution); Heinrich Maximillian Pallhuber (Wine

Club, Germany); The Lensworth Group Limited (Investments); Windsor Vineyards (Direct-Wine

Marketer, U.S.).

Additional Details

Public Company

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S T R E N G T H S : -

Established name as company is operating since 1857 successfully, so

has got a very strong customer loyalty.

Its purification process is very high than its competitors. .

Company is enjoying the advantage of latest technology of production.

Fosters packaged drinking water is having its own depot at Pune.

Low rates as compared to the nearest Competitors like Bisleri, Aquafina, and Kinley.

W E A K N E S S E S

The high price of 20 liter jars

We are unable to provide chilled water

Poor after sale services

Promotion of product is rare

Poor distribution channels & irregular visit in the market.

High price of 1ltr. Water as compared To the local players.

O P P O R T U N I T I E S

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Wide market still remains unexplored

People are getting more health conscious

Municipalities are supplying impure water.

Can increase its market shares byn 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 in order to tap the large unrepresented market.

T H R E A T 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.

Consumers are becoming more brands 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.

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Local players like Intimate, Yash, Vinayak are growing at a very fast rate especially at bus

stands and railway station area.

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6. Data presentation

A. Data collection :-

RATE LIST PACKAGED DRINKING WATER

Size Brand

Name

Rate Per

Case (RS.)1 Liter Fosters 85

Aquafina 100

Bisleri 113Sumeru 60Real-aqua 74Kinley 110Narmada 63Kingfisher 90Oxyrich 95

2 Liter Fosters 120Kingfisher 125

Bisleri 1535 Liter Fosters 30

Bisleri 40Kingfisher 32

20 Liter Fosters 35Kingfisher 40Bisleri 55

SCHEMES FOSTERS PACKAGED DRINKING WATER 1 Liter. Packaged drinking water, Rs.118, 5 cases + 2 cases extra

KINLEY

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

AQUAFINA

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

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

LEHAR

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

BISLERI

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

B. DATA ANALYSIS

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Pune city Market Dealers & Customer & Retailer Analysis

-TO DEALERS SURVEY ON ROUT NO-9 :-

Are you satisfied with the supply facility of FOSTERS PWD with regard to final

delivery?

1) Yes

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2) No

OPTION DATA

YES 7 NO 3

%TOTOTOTOTO

I surveyed in Pune city rout no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad

nager, Sashana nager, Mohammad wadi, Chintamani nager, Fatima nager, Wanavari, Nibm,

Kondhwa, Railway station road, Dhole patil road, Tadiwala road, Fursungi road. I found that

there dealers are satisfied with fosters brand & found that there was good supply of products. I

visited 10 outlets in a day & found that 70% dealers were happy with supply but 30% were not

happy.

How is the customer response?

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1) Positive

2) Negative

3) Neutral

Option DataPositive 5

Negative 3 Neutral 2

I surveyed in Pune city route no -9 areas like-Hadapshar, Magarpatta city, Sholapur road, Shayad



consumer response was good according to them. The ratio is 50% positive response, 30%

negative response & 20% neutral.

Are you satisfied with the offered margin?

Bislery

1) Yes

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2) No

3) No Answer

Option DataYes 6

No 3 No Answer 1%

Acquafine

12%




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there 60% dealers were satisfied with profit margins & 30% were not satisfied & 10% dealers

didnt want to give any answer.

TO CUSTOMER SURVEY ON ROUT NO-9

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Which product do you use in PDW?

1) Fosters

2) Bisleri

3) Aquafina

4) Other

Option DataFosters 15Bisleri 60

Aquafina 20Others 05

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Customer mostly preferred Bisleri 60% & after that 20% Aquafina & after that come under the

Fosters 15% & others always come 5% so that we can say that Bisleri is the market leader

because Foster is a new brand.

-Are you satisfied with the quality of the product?

1) Strongly satisfied

2) Satisfied

3) Not satisfied

Option DataStrongly Satisfied 20Satisfied 30Not Satisfied 50



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50% people didnt satisfy with the product. They said that this is not a Indian brand why should I

have it. 30% people did satisfy with the product & 20% people strongly satisfied with the quality

of product.

-Which attribute do you like most in our product?

1) Packaging

2) Quality

3) Price

4) Others

Option DataPackaging 30Quality 35Price 25sOthers 10

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In this area Bislery taking 34% market. After that close fight between Acquafine and Fosters

with 25% and 22% respectively. Others are taking remaining 19% market of PDW.

Market Summary

Total Out-Let Visited 20

Fosters Presence 6

What changes you want us to work on?

1) Packaging

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2) Price

3) Quality

4) Advertising

Option DataPackaging 20Price 35Quality 25Advertising 20

Bislery

36%

Acquafine

27%

From the above graph it is clear that Bislery is leading in the market with 40% share. Kingfisher

and Fosters is on 2nd and 3rd place with 30% and 20% market share respectively. And

Acquafine has low market share only 10%.

Market Summary

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-TO RETAILERS SURVEY ON ROOT NO-9:-

Which brand of water bottle you sale?

a. Fosters.

b. Kinley.

c. Aquafina.

d. Bisleri.

e. Others

Option DataFosters 100Kinley 125Aquafina 150Bisleri 175Others 50

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In the area of Shalunki vihar- Bislery is the market leader with 46% market share after that

Acquafine with 23% and then Foster are with 15% and finally others capture 16% market in

PDW.

Market Share


Fosters Presence 12

Good Presence of Fosters 4

The brand customer prefer more:

a. Fosters.

b. Kinley.

c. Aquafina.

d. Bisleri.

e. Others.

Option DataFosters 100

Kinley 100Aquafina 150

Bisleri 200

Others 50

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

share.

Market Summary


Fosters Presence 5


Not Presence

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Why do you prefer to sell this particular brand?

a. Availability.

b. Customer Demand.

c. Quality.

d. Profit Margin.

Option DataAvailability 200Customer Demand 100

Quality 100Profit Margin 200

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Here the competition is tuff. Bislery share is 34%, Acquafine with 25% and very close to 2nd,

Fosters with 22% share in market. Other takes 19% market share.

Market Summary


Fosters Presence 11


Not Presence 15

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On what basis customer prefer to purchase mineral water?

a. Brand.

b. Quality.

c. Price.

d. Availability.

Option Data

Brand 100

Quality 150

Price 200

Availability 150

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 Fosters with 19% and 12%

market share.

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Market Summary


Fosters Presence 13


Not Presence

Do you get any customer complaints for Fosters?

a. yes

b. no.

Option Data Yes 350No 250

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According to our survey in Mohamadwadi, Fosters is the market leader having 36% share.

Bisleri

Has 30%. Acquafine is on 3rd place with 26%. With 8% share others is on 4th place.

Market Summary


Fosters Presence 4


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Fosters Presence 5


Not Presence

FINDINGS:-

Most of PWDs consumers are using Bislery because it is most branded and trustworthy.

Consumer who use Fosters product branded name of SKOL group. And rational price.

Fosters is first largest in Australia but not in India. Bislery hold first position. Followed by

Aquafina.

Fosters has good supply chain. And availability of staff and team.

People are saying:

Fosters is in beer segment not in water segment & why should

We take this one because its not an Indian brand.

Fosters soda gets flat very soon in compare to its 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 dont give the brand of his choice.

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7. CONCLUSION

Fosters have developed 8 unique pack sizes to suit the need of every individual. It is also present

in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable packs & 5L,

20L which are the returnable packs.

The soft target selling bottled water requires constantly expanding the market. The company

should also target the market for soft drinks. All the soft drinks address three issues: fun, thirst

and refreshment followed by status to some degree. The thirst and the status value of the mineral

water are well accepted. There is very little the mineral water brands can do to add the fun

element around the product. Again here, it becomes important for the company to have a good

distribution network. It should be understood that if the mineral water is easily availableeverywhere then it can be said with confidence that it would be able to replace the soft drinks as

thirst quencher. If we try and look at the reasons that why consumers buy soft drinks as thirst

quenchers: we would find the answer as that either water is not available or if it is available then

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safety is not assured. Therefore, backed by a good distribution network mineral water industry

can grow at a rapid rate.

8. LIMITATIONS

A small segment of the market has been covered for the research purpose, so the conclusion

cannot be generalized.

The data collected cannot be free from errors, since some of the respondents failed to give

correct information.

Study accuracy totally based upon the respondents response.

Stipulated short span of time for doing research.

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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.

RECOMMENDATIONS

Advertisement to build the brand image that will provide the required ground to establish

the authenticity to the product. Display of hot and cold dispensers and bottles at places like hotels, clubs and airports

where upper class group visits, as they are the potential customers.

Place like departmental stores, petrol pumps and super bazaars can also be considered.

The company should organize camps at various part of the city also road show to bring

about the difference between mineral water and filter/purified water and to tell the people

how mineral water is more hygienic than filtered water/purified water.

To aware people the cost benefit analysis to the customer of how the mineral water wouldcost less and benefit more, because people using purifier system cost too much.

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10. BIBLIOGRAPHY

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

2. www.aquatech.net.in.com

3. www.goolge.com

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

5. www.fostersinternational.com

1. Marketing Management:-

2. Philip Kotler

3. Business Magazines

4. India Today Annual

5. Business Today

6. Business World

7. Websites

www.aquatech.net.in.

www.discovery.com

www.google.com

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11. Annexure

QUESTIONNAIRE

TO DEALER:-

Are you satisfied with the supply facility of FOSTERS PWD with regard to final delivery?

1) Yes

2) No

How is the customer response?

1) Positive

2) Negative3) Neutral

Are you satisfied with the offered margin?

1) Yes

2) No

3) No Answer

TO CUSTOMER:-

Which product do you use in PDW?

1) Fosters

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2) Bisleri

3) Aquafina

4) Other

Are you satisfy with the quality of the product?

1) Strongly satisfied

2) Satisfied

3) Not satisfied

Which attribute do you like most in our product?

1) Packaging

2) Quality

3) Price

4) Others

What changes you want us to work on?1) Packaging

2) Price

3) Quality

4) Advertising

TO RETAILERS:-

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1. Which brand of water bottle you sale?

a. Fosters.

b. Kinley.

c. Aquafina.

d. Bisleri.

e. Others.

2. The brand customer prefer more:

a. Fosters.

b. Kinley.

c. Aquafina.

d. Bisleri.e. Others.

3. Why do you prefer to sell this particular brand?

a. Availability.

b. Customer Demand.

c. Quality.

d. Profit Margin.

. 4 On what basis customer prefer to purchase mineral water?

a. Brand.

b. Quality.

c. Price.

d. Availability.

5. Do you get any customer complaints for Fosters?

a. yes

b. no.

6. Are your suggestions considered by the company?

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a. Yes

b. No.

8. When customers talk of mineral water, which brand comes into his mind?

a. Fosters.

b. Kinley.

c. Aquafina.

d. Bislery

foster's summer project pradeep singh 1

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