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TABELS OF CONTENTS: -
S.NO. CONTENT PAGE NO.
Chapter 1 Introduction About the Project 10
1.1 Overview Of Industry As A Whole 11
1.2 Profile Of The Organization 12
1.3 Mission Of The Organization 17
1.4 Iceberg Foods Limited 19
1.5 Royal Crown Cola 22
1.6 Competition Information 25
1.7 Manufacturing Process 30
Chapter 2 Planning Marketing Programs: 31
2.1 Marketing Strategy 32
2.2 Formulating The Marketing Strategy- 34
2.3 Marketing Mix 35
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2.4 Existing Distribution System 37
Chapter 3 Market Overview 39
3.1 Introduction To Jaipur: The Pink City 40
3.2 Guide Map:Jaipur 42
3.3 Markets Covered 43
Chapter 4 Research Methodology 53
4.1 Objective 54
4.2 Scope Of The Study 55
4.3 Tools Of StudyTools Of Study 55
4.4 Sources Of Data Collection 56
4.5 Sampling Design 57
4.6 Research Procedure 58
Chapter 5 Analysis And Interpretation 59
5.1 Analysis Primary Data 60
5.2 People said about kingfisher 70
Chapter 6 Swot Analysis 71
Chapter 7 Questionnaire 74
Chapter 8 Rate List 78
Chapter 9 Findings 82
9.1 Problem Of The Organization 84
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Chapter 10 Limitations And Challenges While Undergoing The Research 85
Chapter 11 Conclusion & Suggestion 87
Chapter 12 Bibliography 89
DECLARATION
I declare that the project entitled Designing & Implementing the market strategy plan for
retail sales of Kingfisher brand packaged drinking water& soda& RC cola soft drink in
Jaipurmarket. ofIce berg food Ltd. In Jaipur is a record of independent research work carried
out by me during the academic year 2009-2011 under the able guidance of my faculty guide Pro.
Dr. Rajan Dhemdere of Asian School of Management and my Project guide Mr. Mayur
Tiwari from kingfisher at Jaipur.
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 detailsand analysis provided in the report hold true to the best of my knowledge.
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PLACE: PUNE MUKESH
YADAV DATE:
ASOM, PUNE
CERTIFICATE
This is to certify that the Project Report titled Designing & Implementing
the market strategy plan for retail sales of Kingfisher brand packaged drinking water&
soda& RC cola soft drink in Jaipur market. in ICE Berg food Ltd. is the bonafidework carried out by Mr. Mukesh Yadav student of PGDM of Asian School Of
Management.
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He has worked under our guidance and direction. His Work is found to be
satisfactory and complete in all respect.
Director: Guide:
Mrs.K.Madhvi Prof. Dr. Rajan Dhemdere
PREFACE
The King of Good Times is Indias 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 youve visited India or are a part-time connoisseur of curries, you may
not have recognized Kingfishers qualities as the perfect accompaniment to a chicken Vindaloo.
As my area of interest is marketing,
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The project was provided to me titled
Designing & Implementing the market strategy plan for retail sales of Kingfisher brand
packaged drinking water& soda& RC cola soft drink in Jaipur market.
So that I can understand and learn the marketing skills in FMCG sector.
I did my winter internship at Kingfisher Icebergs Foods Ltd., Jaipur, under the guidance of
Mr. Mayur Tiwari (Regional Sales Manager) and Mr. Surendra Choudhary (Area Sales
Manager).
I am pleased 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
objectives of the winter training.
ACKNOWLEDGEMENT
Some Say Managers are born and some say managers are made. I was also in some dilemma
before commencing my winter internship. But after the successful completion of my winter
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.
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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 thankful Mrs. K.Madhavi (Director, ASOM, PUNE) who has given
me opportunity to this project work. I am also thankful to Prof.Dr. Rajan Dhamdere, who
helped me a lot to complete this project work.
I would like to thank also to 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 everyones 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. Surendra Singh (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
Mukesh Yadav
INTRODUCTION ABOUT THE PROJECT
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Designing & Implementing the market strategy plan for retail
sales of Kingfisher brand packaged drinking water& soda& RCcola soft drink 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: - 15th Dec, 2009 to 14th Feb, 2010
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CHAPTER I
EXECUTIVE SUMMARY
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India is the largest democracy in the world with a stable political system. India is the
second fastest growing economy in the world with the GDP growth rate peaking to 9.2%
in the year 2006-07. This USD 1 trillion economy with a wealthy middle class population
of 300 million gives a healthy market.
My project was to support sales promotion for ICEBERG FOODS LIMITED. It was
carried out in JAIPUR. The place is heavily industrialised. So, most of the people were
aware of our product. Main work of the project was to cover all the retailers and
approaching them personally. It was done because of unawareness of the products
characteristics.
Going to retailers and asking them to keep our product in front. So that people
can try that. Different markets were covered and firstly, survey was done that where our
product is in more demand. It was seen that demand was more in those places where youth
was held. Jaipur is having many management colleges. It was easy to pass the information
very fast. As seen during the project that demand of RC COLA was increasing as earlier
they were not having knowledge of it before.
The perception was that it is a soft drink. My work was to emphasise on thosework which can spread information very fast.
So it was only retailer who works as bottle neck in whole distribution channel. My work
was to handle them and convincing them going personally. According to survey I gave
time to those places where penetration was more.
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1.1 OVERVIEW OF AN INDUSTRY AS A WHOLE
INTRODUCTION
Soft drinkmarket size for 2008-09 was around US$270 million. The market witnessed 5-
6% growth in the early90s. Presently the market growth has growth rate of 7- 8% per
annum compared to 22% growth rate in the previous year. The market size for 2009-10 is
expected to be 7000 mn bottles.
SOFT DRINK PRODUCTION AREA
The market preference is highly regional based. While cola drinks have main markets in
metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are
popular in southern states. Sodas too are sold largely in southern states besides sale
through bars. Western markets have preference towards mango flavored drinks.
GROWTH AREA PROMOTIONAL AREA
The government has adopted liberalized policies for the soft drink trade to give the
industry a boast and promote the Indian brands internationally. Although the manufacture
of international brands like Pepsi and Coke is enhanced in India the local brands are being
stabilized by advertisements, good quality and low cost.
The soft drinks market till early 1990s was in hands of domestic players like Campa,
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Thumps Up, and Limca but with opening up of economy and coming of MNC players
Pepsi and Coke the market has come totally under their control.
1.2 PROFILE OF THE ORGANIZATION
UNITED BREWERIES GROUP (UB GROUP)
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.
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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, Vijay 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
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.
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THE LOGO
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The Pegasus, which is the symbol of the United Breweries, first found its place as the Group
logo in 1940. Then, the Helladic horse associated with beer and nectar in Greek mythology-
carried a beer cask between the wings, ostensibly because beer formed the core operations of the
Group. Later, the beer cask was removed to represent the Groups multifaceted operations. Now,
it is just the Pegasus.
PRESENT SCENERIO
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 Groups 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
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.
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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). 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.
KINGFISHER LIMITED
The King of Good Times is Indias 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 youve visited India or are a part-time connoisseur of curries, you may
not have recognized Kingfishers qualities as the perfect accompaniment to a chicken Vindaloo.
However, all that could change in the future as Kingfishers 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 theres plenty ofanimation to enhance the viewing experience. Areas of the site that are well worth a visit include
the Fun n Beersection, 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
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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 Kingfishers
sponsorship of past sporting events, rather than evangelizing what associates the emotional
aspects of the Kingfisher brand with its chosen recreational partners.
1.3 MISSION & QUALITY STATEMENT
MISSION
1. The company is a large, global group based in India. Company associates with
world leaders in order to adopt technologies and processes that will enable a
leadership position in a large spectrum of activities.
2. The company is focused on assuming leadership in all our target markets.
3. The company seeks to be the most preferred employer wherever we operate.
4. The company recognize that our organization is built around people who are our
most valuable asset.
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5. The company will always be the partner of choice for customers, suppliers and
other creators of innovative concepts.
6. The company will continually increase the long-term value of our Group for the
benefit of our shareholders.
7. The company will operate as a decentralized organization and allow each
business to develop within our stated values.
8. The company will be a major contributor to our National Economy and take full
advantage of our strong resource base.
9. The company commit ourselves to the ongoing mission of achieving Scientific
Excellence.
QU ALITY STATEMENT
1. Quality leadership is vital to the long-term success of the UB Group in an increasingly
competitive marketplace.
2. Building quality into our workplace, products and service is essential to a successful
future for our customers, employees, suppliers communities and shareholders.
3. The UB Group will work to provide products and services that always meet or exceed
expectations.
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4. Management will commit resources and create an environment in which each employee
can contribute skills, talents and ideas to a never-ending process of improvement and
innovation in all aspects of our business.
Dr. Vijay Mallya
Chairman
1.4 ICEBERG FOODS LIMITED
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Company Name:- Iceberg Foods Pvt. Ltd.,
Country/Territory:- India
Address:-
1006, Raheja Centre, Nariman Point,, Mumbai,
Maharashtra, India
Products/Services company Offer:- Company offer international quality(Pepsi approved)
pet performs in 28 mm pco neck in 24,27.7,42& 48
GM processed on husky injection molding system.
Can manufacture 300,000 performs/day
Business Type:- Manufacturer
Industry Focus:- Packaging Product Stocks , Packaging Related
Machinery , Packaging, Printing Projects ,
Geographic Markets:- Worldwide
No. of Employees:- 50 People
Annual Sales Range (USD):- US$1 Million - US$2.5 Million
Year Established:- 1998
Legal Representative/CEO:- Bharat Shah
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
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brand name Kingfisher trademark owned by famous UBgroup & 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.
Company clients are spread all over the country. Company is one of those few brands that have
got ISI certification in Rajasthan and it is committed to supply pure and hygienic water.
Kingfisher packaged drinking water is manufactured under perfect hygienic conditions as per
ISI Standards and company has been consistent in supplying Quality product to all our
customers.
Company has one of the best distribution infrastructures in the business to provide timely
services to all our vendors. Company has around 108 distributors all over the Rajasthan who are
further supplying our stocks to thousands of retailers than to our end users.
Its 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.
Kingfishers packaged drinking water is bottled in fully automatic plant with reverse osmosis,
ionization & 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. Company 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.
Kingfisher packaged drinking water is processed and packed in a sophisticated and chemical
free plant to maintain highest level of hygiene. Kingfisher 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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1.5 ROYAL CROWN COLA
EVOLUTION OF THE PRODUCT
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
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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 of1940, the company's products were marketed in 47 states, and nationwide
advertising campaigns featured many of the Hollywood celebrities.
MARKETING PROGRAMS
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From our well-trained marketing team to our unique merchandising programs, Royal Crown
Cola International's worldwide marketing efforts have been developed with two goalsto
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
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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.
1.6 COMPETITION INFORMATION
The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next
couple of years. This is drawing the big guns attention. First Britannia launched Evian.
And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is
reportedly planning a foray. Meanwhile, Parle Agros Bailley has been growing steadily.
Small local players too are breathing down Kingfishers neck riding on better trade
margins and intensive distribution (in their respective areas of operation).
The competition facing Kingfisher can be categorized into a few brands.
DETAILS ABOUT THE BIG COMPETITORS
PEPSI COS - AQUAFINA
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Aquafina is a brand of Pepsi co. It was first distributed in Wichita, Kansas in 1994, and was
distributed across the United States, Canada, Turkey, Saudi Arabia, Vietnam, Pakistan and
India. As of 2003, it had become the United States' top-selling bottled water brand in measured
retail channels. Aquafina uses PepsiCo's own seven-step purification system, which it calls
HydRO-7, which includes pre-filtration treatment to remove larger particles, two stages of
polishing filtering, charcoal filtration, reverse osmosis, ultraviolet and ozone sterilization [1].
PepsiCo states in marketing material that this system removes substances that may be in other
brands of bottled water.Aquafina entered in Indian market in 2000-2001 and it used its Parent
concerns established distribution network.
Now when we talk about the market, there are various strategies used by Aquafina in Rajasthan.
Like they are giving away free water bottles to retailers with purchase of cola cartons and they
are not letting any other drink to be stored inside the refrigerators provided by them to the
retailers. In that case small retailers are unable to keep kingfisher bottles cold and proposing one
of the major reason to not to buy kingfisher then to buy any other water. Consumers always ask
for cold water because of heat in Jaipur.
COCA COLA- KINLEY
Kinley is owned by The Coca-Cola Company and sold in many Central European countries and
India. Its carbonated forms are used for mixers, and also available in a variety of fruit flavors.
The Kinley brand is used by Coca-Cola for two types of drinks:
-A Carbonated water with a wide array of variants: tonic, bitter lemon, club soda and fruit
flavored. Available in Austria, Belgium, Bulgaria, Czech Republic, Denmark, El Salvador,
Germany, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldives, Moldova, Nepal,
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Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzerland, United States, West
Bank-Gaza and Zambia.
-A High quality bottled water available in Bangladesh, Bulgaria, India, Maldives, Nigeria and
Pakistan.
When we talk about the market Kinley also follows similar strategies to Aquafina of giving
away free water bottles with their cola cartons and not letting retailers keep any other product
inside their complimentary refrigerators..
PARLE AGROS- BAILLEY
Bailley, brand is owned by Parle Agro Pvt. Ltd. Parle Agros other products are Frooti, Appy,
LMN, candies like mintrox etc. It is the first water brand to be issued an ISI certification. The
first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and
British Airways. Bailley is available in 200ml, 330ml, 1 Ltr. & 2 Ltr. PET.
The reason behind Bailleys success is that they are offering bottles to the retailers at very low
price hence giving them opportunities to gain considerable margins. In few areas Bailley
distributers were supplying water at nominal price of five rupees to the retailers. Retailers
believe that brand name does not make a difference when it comes to water and they always go
for cheaper available variant to them.
BISLERIBisleri is one major competitor of kingfisher pacakaged drinking water. It has set up a state-of-
the-art manufacturing facility in Jaipur, with an investment of Rs 25 corer.
The plant has a capacity of producing 1.5 lakh liters of packaged drinking water bottles per day.
The one-liter bottle in cartons is available in supermarkets and malls in and around Jaipur for Rs
60. B P Agarwal, Chairman, Surya Foods and Agro Ltd, said that though the juices are currently
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available only in the northern markets, the company has a plan to launch it in the south in near
future.
FOSTERSBased in Melbourne, Australia, and publicly listed on the Australian Stock Exchange, Foster's
products are sold in over 100 countries. They have around 200 premium brands, and operations
stretching over to five continents. Fosters beer is very popular in India among youth that creates
a kind of loyalty to the brand further showing a glimpse in packaged drinking water segment.
Fosters also use low price strategy to sell its packaged drinking water in market.
OTHER COMPETITORS IN MARKET
ALFA
ATLAS
GOLDEN EAGLE
GOLDEN VALLEY
DEW DROPS
HELLO
HIMALAYAN
INTIMATE
KENABAR
NAKSHATRA
NESTLE PURE LIFE
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PRISTINE
RAINDROPS
SUN
SPRINT UP
SPA AQUA
GAGAN
VINAYAK
1.7 MANUFACTURING PROCESS
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I. 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.
II. 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 ionization 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 ionized 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 batchedtest 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.
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CHAPTER 2
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2.1 MARKETING STRATEGY
It is complete and an unbeatable plan designed specifically for attaining the marketing objective
of a firm. The marketing objectives indicate what the firm wants to achieve. The marketing
strategy provides the design for achieving them the linkage between marketing strategies and
overall corporate success is indeed direct and vital. Realizing the marketing objectives is the
purpose of two generic categories.
1. Price based
2. Differentiation based
1. PRICE BASED MARKETING STRATEGY
A business that opts for the price route in its competitive battle will enjoy certain flexibilities in
matter of its product and use prices as main competitive level. It will price its product to suit the
varying competitive demands. It will be enjoying certain inherent cost advantages, which
permits it to resort a price based fight. The major forms where such cost advantage can occurs
are economies of sale, absolute cost advantages, Benefits of early entry a large market share
build over a time. It provides freedom in the matter of pricing but after producing a particular
product and getting stuck in the face of the competition; one cannot successfully opt for a price
led-strategy.
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2. THE DIFFERENTIATION BASED STRATEGY
Marketing strategy based on differentiation works on the principle that any aspect of the offer
and any activity of the firm can be made distinctive compared with the competiting offers. Right
from technology, plant location to post sale and service a company can perceptibly differentiate
and many buyer values. Companies usually choose those functions, which give them the greatest
relative advantage.
Different firms adopts different strategy stances as their situational design differ-
Broadly strategy stances can be classified under three heads-
1) Offensive Strategy-
Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that
is not presently the leader usually employs it, but it aspires to leadership position in the Industry.
2) Defensive Strategy-
The leader who has the compulsion to defend his position against the confrontation of powerful
existing competitors or to dislodge the leader from his topmost position usually employs it.
3) Niche Strategy-A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a
small market segment for itself with unique products / services supported by a unique marketing
mix.
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2.2 FORMULATING THE MARKETING STRATEGY-
Formulating the marketing strategy consists of two main steps-
1- Selecting the target market-
It does not fully bring out the import of the inseparable linkage between the two. When the
selection of the target market is over an important part of the marketing strategy of the firm is
already determined, defined and expressed.
2-Assembling the marketing mix-
Assembling the marketing mix means assembling the four Ps of marketing in the right
combination.
The firm has to find out how it can generate the best sales and profit. It plans different marketing
mixes with varying levels of expenditure on each element and tries to figure out the
effectiveness of each combination in terms of the possible sales and profit.
1.3 MARKETING MIX
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The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm
blends to produce the response it wants, in the target markets.
The 4Ps -
PRODUCT
The main product of the company is the mineral water by the name of Kingfisher Mineral water.
Other than mineral water the company has also the soda and RC cola. The concept of bottled
mineral water was introduced in India, first by Bisleri, and today many company launched
mineral water and Kingfisher are having mineral water.
The main challenge facing the company or any other player in this mineral water industry is that
there is no scope of invention and innovation in the product, which can be added as the
additional benefits of the product. It is just water after all. This is what the Indian customers
think of the bottled water. If we are talking about a product like television we can think that the
innovations could provide extra benefits derived from the product. For example other than its
core usage the product can provide for Internet facilities using conversion.
PLACE
Place stands for the company activities that make the product available to the target customers.
To make the product available to the target consumers a good distribution network has to be
there to support the good quality of the product. Here in the case of the mineral water industry
the distribution network is the important factor in being competitive and the catch lies in making
water available to maximum number of places in the country.
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PRICE
(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)
Price is the sum of values that consumer exchange for the benefits of having or using the product
or service. Price is the only element in the marketing mix that produces revenue. All other
elements represent costs.
In India, where the majority of the population comprise of the middle-income group and lower
income groups it is not hard to understand that pricing is one of the most important factor in the
buying decisions.
Kingfisher has met the expectations of the consumers in terms of pricing the product and also
making the product available in variations of litres, making Kingfisher both convenient and
affordable
PROMOTION
Modern marketing calls for more than just developing a good product, pricing it attractively, and
making it available to the target customers, companies must also communicate with their
customers, and what they communicate should not be left to chance.
A Companys total marketing communications program- called its Promotion Mix consists of
specific blend of advertising, personal selling, sales promotion, and public relations tools that
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the company uses to pursue its advertising and marketing objectives.
2.4 EXISTING DISTRIBUTION SYSTEM
Distribution network
Company has 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.
Kingfisher have 108 Distributors that are scattered all over Rajasthan.
In each zone all cities of that area are covered. In each city at least one distributor is present.
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
It has following sales staff in Rajasthan sales team:
Sales Manager - One
Area Sales Manager - Two
Sales Officers - Ten
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Kingfishers Sales department along with the names and duties of each staff member is given
below.
MANAGER SALESMr. Mayur Tiwari
ASMMr. R.S.Rathore
ASMMr. Surendra Singh
Sales OfficerMr.Bhagwan
Sales OfficerMr.R.K.Shar
Sales OfficerMr.Anwar
Sales OfficerMr. Mahipal
Sales OfficerMr.Kamal
Sales OfficerMr.Prashant T
Sales OfficerMr.Kirti Bhatt
Sales OfficerMr.Vinod
Sales OfficerMr.Arvind
Sales OfficeMr.Bhagwa
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CHAPTER 3
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3.1 INTRODUCTION TO JAIPUR: THE PINK CITY
Jaipur is the first planned city of India, located in the desert lands of Rajasthan. The city that
once had been the capital of he royalty, now serves as the capital city of Rajasthan. Founded in
1727 by Maharaja Sawai Jai Singh II, the ruler of Amber, the city today has a population of
more than 5 million residents. The very structure of Jaipur resembles the taste of the Rajputs and
the Royal family. In the present date, Jaipur is the major business centre for the natives of
Rajasthan with all requisites of a metropolitan city. The city of Jaipur, painted in pink, grasp the
appreciation of every visitor. One can see that hoary charm still alive in the avenues of Jaipur.
http://upload.wikimedia.org/wikipedia/commons/d/db/Sawai_mansingh_palace,_jaipur.jpghttp://upload.wikimedia.org/wikipedia/commons/a/a0/HawaMahal.jpghttp://upload.wikimedia.org/wikipedia/commons/6/6c/Jal_Mahal_Jaipur.jpg -
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The active streets of Jaipur get plenty of visitors, every year at their footsteps. The Ancient
Testimonials in the form of mind-blowing monuments remind one of the past ages. The city
comprises the famous structures like Hawa Mahal, City Palace and Amber Fort, the best
architectural examples of India. Artistic temples and gardens of Jaipur, marks the atmosphere of
serenity and aestheticism to the lands of Rajasthan. The lively city observes its ethnicity by
celebrating various festivals like Kite festival, Elephant festival and many others, of Indian
origin.
All theses features make Jaipur, one of the most sought after tourist destinations of Rajasthan,
India. The glorious city boasts of its cultural heritage from every nook and corner. Jaipur is the
reservoir of Indian customs, traditions, civilization and legacy. Jaipur lies at a distance of 260
kms from Delhi, the capital of India and the city is well-connected with other major cities of
India. Every year, People across the globe come to experience this royal capital city of
Rajasthan.
The climate and weather of Jaipur is usually hot. The summer season persists from Mid-March
to June reaching to the maximum temperature of 45o C. The showers of Monsoons come usually
in the month of July preceded by dust and thunderstorms. The city doesn't receive much rain.
During the post-monsoon season in September, Jaipur gets hot spell once again. In winters, the
city of Jaipur observes bright and pleasant sunny days, though the temperature can reach a low
of around 5o C during the nights.
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3.2 GUIDE MAP:JAIPUR
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3.3 MARKETS COVERED
DURGAPURA AREA
Total Out-Let Visited 22
Market Share
Market Summary
Durgapura area is the situated outside of the city. Here Bisleri is the market leader with 27%
market share. After that Aquafina with 17% and after that Kingfisher with14%,Bailley have24% market share . Other occupied 18% market share. Reason behind of this low market share
is poor supply of distributer.
PRATAP NAGAR
Total Out-Let Visited 24
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Market Share
Market Summary
In Pratap Nagar Bisleri capture 28% market, Aquafina 22% and with 18% market share
Kingfisher stand on third position, Bailley captured 12% . Others which include like Kinley.
McDonald and local player capture 20% market share. Reason of this low market share is
unawareness about the product.
NEW SANGANER ROAD
Total Out-Let Visited 35
Market Share
Market Summary
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It is one of the busy place of Jaipur, and Kingfisher is market leader with 48% market share
followed by Bisleri and Aquafina with 14% and 8% market share & Bailley have 18% of market
share. Others with 12% market share.
TONK ROAD
Total Out-Let Visited 28
Market Share
Market Summary
Kingfisher is market leader in Rambag with 29% market. Bislery capturing with 20% market.
Bailley , Aquafina and others are taken 21%,15% and 15% market.
SODALA
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Total Out-Let Visited 30
Market Share
Market Summary
According to our survey Bisleri is the market leader with 24% market share, Aquafina with 18%
and Kingfisher is with 20% market and Bailley with 23% market. Others players occupied 15%
market. In this area poor supply is the main problem.
AMER ROAD
Total Out-Let Visited 33
Market Share
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Market Summary
In this area Kingfisher taking 32% market. After that Aquafina and Bisleri with 16% and 28%
respectively and Bailley has 14% share. Others are taking remaining 10% market of PDW.
KHATIPURA & JHOTWARA
Total Out-Let Visited 26
Market Share
Market Summary
From the above graph it is clear that Aquafina is leading in the market with 24% share. Bailley
and Bisleri are on 2nd and 3rd place with 26% and 19% market share respectively. Kingfisher has
only 18% of market. And others have 13% share.
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PINKCITY AREA
Total Out-Let Visited 41
Market Share
Market Summary
In the area of Pinkcity- Bisleri is the market leader with 29% market share after that Bailley with21% and then aquafina with 16% and Kingfisher has 14%. And finally others capture 20%
market in PDW.
STATION ROAD & SINDHI CAMP
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According to our survey in Malviya Nagar, Bisleri is the market leader having 30% share.
Kingfisher has 28%, Aquafina has 18% and Bailley has 15%. Others eating 9% 0f pie.
CHAPTER 4
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4.1 OBJECTIVE
TO Study the marketing Strategies of Kingfisher in current Scenario.
To assess the brand awareness of the Kingfisher in the Mineral Water Segment.
What attracts retailers most in selection of packaged drinking water?
What are the various issues related to distribution in various markets?
To Study the brand positioning of kingfisher.
What are the various schemes and strategies used by competitors to capture market?
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What are the various demands of retailers?
4.2 SCOPE OF THE STUDY
As the researcher was placed in Kingfisher PDW & RC SODA, Jaipur Market for undertaking
research as a requirement of the partial fulfillment for the award of the Master in Marketing
Management, the universe of the study is limited to Kingfisher PDW & RC SODA .
METHOD OF STUDYMETHOD OF STUDY
The entire survey was planned with a view to collect data and provides feedback to Kingfisher
PDW & RC SODA, Jaipur about its household distribution of Kingfisher.
For that purpose, household distribution of Kingfisher a questionnaire was developed by me
with the help of my internal guide and my training officer of Kingfisher.
SAMPLING:SAMPLING:
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The universe was Kingfisher PDW & RC SODA Jaipur. All retailers were the respondents in the
present study. The questionnaires were administered randomly on various retailers.
4.34.3 TOOLS OF STUDYTOOLS OF STUDY
The study was based on information given by Retailers. This was done with the interviewing
different personnels and the information received from them.
4.4 SOURCES OF DATA COLLECTION
I have collected the information from Primary and secondary sources as well. The sources
were as follows:-
1 PRIMARY SOURCE
The information was collected from large number of respondents who wereretailers. Respondents were approached with questions on the basis of interview
method and observation consisting mainly close-ended questions.
2 SECONDARY SOURCES
i) Annual report
ii) Files/ document
iii) Manual of the organization
iv) Books & Project reports
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Data Collection Method
The study of retailers is done through personal focused interview, which contains structured
questions.
There are following reason for using survey method: -
1. This method provides enough flexibility for generalization.
2. It permits researcher to come in direct contact with the problem, which
demands to study.
This method permits better objectivity and definite analysis could be made. Average and
percentage could be computed easily
4.5 SAMPLING DESIGN
Sampling universe:- confectioners, juice corners, general store, sweet shop, betel shop
and highway shops.
Type of sampling:-Non- Probability
Total sample size:- 300 retailers
Sample Area:- JAIPUR.
Sample unit: - Retailers
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Sample collection technique: - survey Method, Personal interview.
Sample collection Duration:- 60 days
Sampling procedure:-purposive sampling
Data representation technique:-Pie Chart
Data analysis instrument:- All the data has been analyzed on the basis of percentagebasis.
4.6 RESEARCH PROCEDURERESEARCH PROCEDURE
1. First of all, a list of competencies, for the Retailer as well as the Consumers was
prepared, which would be grounds for assessing them.
2. Then, questionnaires were prepared, one for Retailer as well as the Consumers
3. At Jaipur various Shop are there Grocery shop, Retail Outlet, Shopping mall etc.
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4. Here the Retailer and the Consumers were interviewed and then the questionnaires were
filled by them.
5. After getting filled the questionnaires by the all Retailer, we collected the questionnaires
paper by self.
6. The collected data was analyzed and conclusions were drawn accordingly. This was all
done in excel sheets and word pad wherein the conclusions have been supplemented
with pictorial representations.
CHAPTER 5
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5.1 ANALYSIS OF PRIMARY DATA
Q. What is nature of business?
1. Juice & cold drinks parlour
2. General/kirana store
3. Fast food & resturent
4. Pan & wine shop
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Market summary
Q. Do you have kingfisher products at your shop?
1. Yes 2. No
TYPES OF SHOP NO. OF SHOP
Juice & cold drinks parlour 129
General/kirana store 57
Fast food & resturent 111
Pan & wine shop 33
Total 300
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Market Summary
Availability of
kingfisher product
No. of Shop Percentage
Yes 75 25%
No 225 75%
Total 300
Q. Which mineral water do you sell at your shop?
1. KINGFISHER
2. BISLERI
3. BAILLEY
4. AQUAFINA
5. OTHERS
Summary
Brands Percentage Brand sold at shopsKingfisher 25% 75Bisleri 32% 96Bailley 28% 84
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Aquafina 9% 27Others 6% 18Total 300
Q. What kinds of customer usually visit your shop for packaged drinking water?
A. Daily walk in customers
B. Regular Customers
C. Parties and marriages orders.
Summary
KINDS OF CUSTOMERS VISITED Frequency
Daily walk in customers 240
Regular Customers 42
Parties and marriages orders. 18
Total 300
Q. Are you satisfied with the supply facility of iceberg with regard to final delivery?
A. Yes
B. No
C. No Response
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Summary
ARE YOU SATISFIED Frequency Percentage
Yes 65 44%
No 29 27%
No Response 43 29%
Total 137
Q. How is the customer response about kingfisher?
A. Positive
B. Negative
C. Natural
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Summary
Customer Response Frequency Percentage
Positive 72 44%
Negative 36 22%
Natural 57 34%
Total 165
Q. What attracts you the most in choice of mineral water?
1) Quality
2) Margins provided
3) Schemes
4) Service provided by dealer
Summary
What attracts you the most in choice
of mineral water
Frequency
Quality 60
Margins provided 123
Schemes 51
Service provided by dealer 39 No response 18Total 300
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Q. How often kingfisher Distributer visits your shop?
A. Almost every day
B. Twice or thrice a weak
C. Once a weak
D. Never
E. I dont buy kingfisher
Summary
How often he visits? Frequency PercentageAlmost every day 27 23%
Twice or thrice a weak 22 19%Once a weak 25 22%Never 18 15%
I dont buy kingfisher 24 21%Total 116
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Q. What is your monthly consumption of kingfisher? (No. of cartons)
a) 0-25
b) 25-50
c) 50-100
d) 100-150
e) Above 150 cartons
Summary
YOUR MONTHLY
CONSUMPTION
Frequency Percentage
0-25 41 52%
25-50 19 28%
50-100 6 8%
100-150 8 11%Above 150 cartons 1 1%
Total 75
Q. How often does supplier provide you a bill on kingfisher purchase?
A. Always
B. Sometimes
C. Never
D. I never ask for bill
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Summary
Supplier provide you a
bill
Frequency Percentage
Always 39 51%
Sometimes 16 21%
Never 9 1
I never ask for bill 12 16%
Total 76
5.2 PEOPLE SAID ABOUT KINGFISHER
Kingfisher is in beer segment, not in water segment.
Kingfisher soda gets flat very soon as compared with its competitor.
Retailer says that customer does not demand for PDW.
Packaging is not at all attractive as compare to its competitors.
The bottle gats breakdown very easily.
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Service is not available at the right time.
Customer gives headache if we dont give the brand of his choice.
CHAPTER 6
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W E A K N E S S E S
After sale service was not up to the mark.
Promotion of product was poor.
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. Company was unable to provide chilled water.
STRE
N
GTHS
OPPOR
TU
NIT
IES
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CHAPTER 7
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Q. What is nature of business?
1. Juice & cold drinks parlour
2. General/kirana store3. Fast food & resturent
4. Pan & wine shop
Q. Do you have kingfisher products at your shop?
1. Yes 2. No
Q. Which mineral water do you sell at your shop?
1. Kingfisher
2. Bisleri
3. Bailley
4. Aquafina
5. Others
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Q. What kinds of customer usually visit your shop for packaged drinking water?
A. Daily walk in customers
B. Regular Customers
C. Parties and marriages orders.
Q. Are you satisfied with the supply facility of iceberg with regard to final delivery?
A. Yes
B. No
C. No Response
Q. How is the customer response about kingfisher?
A. Positive
B. NegativeC. Natural
Q. What attracts you the most in choice of mineral water?
1. Quality
2. Margins provided
3. Schemes
4. Service provided by dealer
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Q. How often kingfisher Distributer visits your shop?
A. Almost every day
B. Twice or thrice a weak
C. Once a weak
D. Never
E. I dont buy kingfisher
Q. What is your monthly consumption of kingfisher?(no. of cartons)
a) 0-25
b) 25-50
c) 50-100
d) 100-150
e) Above 150 cartons
Q. How often does supplier provide you a bill on kingfisher purchase?
A. AlwaysB. Sometimes
C. Never
D. I never ask for bill
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CHAPTER 8
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PACKAGED DRINKING WATER
Size Brand Name Rate Per Case (RS.)
(Containing 12 Bottle)1 Liter. Kingfisher 90
Aquafine 100
Bisleri 113
Intimate 60
McDowells 84
Yash 60
Bailley 70
Kinley 110
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Himalya 180
2 Liters. Kingfisher 125
Bisleri 153
Bailley 110
5 Liters. Kingfisher 32
Bisleri 40
20 Liters. Kingfisher 40
Bisleri 55
Bailley 40
PACKAGED DRINKING SODA
Size Brand Name Rates Per Case (RS.)
500ml Kingfisher 170
Lehar 226
Kinley 192
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1.5 liter. Lehar 198
ROYAL CROWN COLA
SIZE PRICE BOTTLES SCHEME
300 ml. 205 24 ---
600 ml. 444 24 + 4
2 liter. 360 9 + 1
SCHEMES
The schemes are given by various companies for retailers and dealers-
KINGFISHER1 Liter. Packaged drinking water, Rs. 120, 1 case+4 bottles extra.
KINLEY3 case of packaged drinking water (any size), 6 glasses free.
AQUAFINA
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1 Liter. Packaged drinking water, Rs. 124, 1 case+2 bottles extra.
AQUAFINA2 Liter. Pepsi, Rs. 387, 1 case+ 4 bottles of Aquafina extra.
LEHAR500 ml soda, Rs. 216. 1 case+ 2 bottles extra.
BISLERI1 liter. Packaged drinking water, Rs. 128, 1 case+2 bottles extra.
CHAPTER 9
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During this two months period of my training period I visited every shop more then twice. All
these findings are based on my continuios interaction with retailers and anlysis of data collected
by me.
Retailers in Jaipur mostly believe in what are the margins provided to them by the
companies.
Companies like aquafina and kinley are providing free product to the shopkeepers
with purchase of their colas, which is bringing down the sales in many areas.
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Pepsi and Coke provide free refrigerators to retailers in which they are not letting
them keep any other companies product, this inturn is breaking sales of Kingfisher
cause usually a customer asks for cold water.
As Jaipur is very old city hence there are lots of shops in small streets which are not
covered by distributers, as they usually just move along main roads.
Consumer who use kingfisher product branded name of UB group. And rational
price.
Kingfisher is the third largest in Jaipur city. Bisleri holds first position. Followed by
Bailly.
Kingfisher has good supply chain and availability of staff and team.
Retailers in Jaipur are in habit of not asking for bills and suppliers to dont provide
bills on regular basis on their own.
9.1 PROBLEM OF THE ORGANISATION
There are many problems which organization is facing to keep an existence in the
market.
These are:-
1) No proper knowledge about product in the market. People`s perception
about the product is that its a SODA.
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2) Sometimes there are problems with bottle packaging as per the complaints
of the retailers. Like bottle puffing, gas leakage, shortage in numbers of
bottles from carton.
3) Another product of the company which is in competition of pack that is RC
COLA. So, company can`t help out this problem.
4) Company is following pull up strategy instead of push up. Retailers do not
have proper knowledge about the product. So information is not passed
to customers.
5) The sales force of the company is not working up to the level.
6) RC COLA has introduced only one flavor product and in todays scenario
customers taste and preferences are changing. So, its very hard to make
them stick to one flavor.
7) Retailers are demanding for product only when there is rise in demand.
They do not keep ready stock with them.
8) They are not ready to keep product in front desk. As other give them high
margins.
9) No stress on massive advertisement of the product.
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CHAPTER 10
LIMITATIONS AND CHALLENGES WHILE UNDER GOING
THE RESEARCH
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CHAPTER 11
After sale services should be improved.
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Regular visit by sales officersshould be maintained for proper supply
.
Increase no. of distributors.
More schemes may be launched by the company and organization.
One week credit facility or one bill due system may be introduced.
Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers maybe 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.
Company should focus on the costumers more than the retailers for that local advertisement in
newspapers & magazines which help the company more.
It is suggested 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 undertheir belt.
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CHAPTER 12
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1. Philip Kotler, Marketing Management, 11th Edition.
2. www.kingfisherworld.com
3. www.goolge.com
4. RC cola
5. Kothari C.R., Research Methodology: Methods and Techniques, 2nd Edition.
6. www.rccolainternational.com