kent mineral water
TRANSCRIPT
1
STUDY OF PORTABLE DRINKING WATER IN BANGALORE WITH REFRENCE TO AQUA WORLD
SUBMITTED TOWARDS PARTIAL
FULFILLMENTOF
POST GRADUATE DIPLOMA IN MANAGEMENT
(Approved by AICTE, Govt. of India)ACADEMIC SESSION
2009 – 2011
External Supervisor: Mr. Sashidhar Kumar Submitted By: Shahjad Ali
Designation: General Manager Roll No. DM200935
Internal Supervisor: Mr. Vikash Agrawal Under the guidance of:Designation: Manager cum proprietor Mr. Lalit Kumar
Name of the Company: Kent RO Systems Ltd. SDCMT, Address: 124,1st floor, 7 b main road Ghaziabad (U.P)
Fourth block Jayanagar, Bangalore-5600011
2
SUNDER DEEP COLLEGE OF MANAGEMENT TECHNOLOGYGHAZIABAD
CERTIFICATE BY THE FACULTY
This is to certify that SHAHJAD ALI S/O Mr. SHAMSHAD ALI Roll No. DM – 200935 is a bonafide student of PGDM 2nd Year of this college (SDCMT). He has completed the Research Project titled “STUDY OF PORTABLE DRINKING WATER IN
BANGALORE WITH REFRENCE TO AQUA WORLD” in the area of Marketing.
The research report has been completed under my guidance.
Lalit Kumar Faculty Guide
Management Department
3
SUNDER DEEP COLLEGE OF MANAGEMENT TECHNOLOGYGHAZIABAD
CERTIFICATE BY CO-ORDINATOR
This is to certify that SHAHJAD ALI S/O SHAMSHAD ALI is a bonafide student of PGDM 2nd Year under the Roll NO. DM – 200935 in Sunder Deep College of Management Technology. The topic of his Research Project is “STUDY OF PORTABLE DRINKING WATER IN BANGALORE WITH REFRENCE TO AQUA WORLD”
Co-ordinator-PGDM
4
DECLARATION
I here by declare that the project report titled “A STUDY OF PORTABLE DRINKING WATER
IN BANGALORE WITH REFERENCE TO AQUA WORLD” AQUA WORLD,
BANGALORE Under the guidance of Mr. Lalit Kumar in partial fulfilment of the requirements for
the Degree of Post Graduate Diploma in Management at SUNDER DEEP COLLEGE OF
MANAGEMENT TECHNOLOGY.
I also declare that it’s my original work and the same has not been submitted for the award of any other degree/diploma/fellowship or other similar titles or prizes.
Batch: 2009-11Place: GHAZIABAD
SHAHJAD ALI Sunder Deep College Of
Management Technology
5
ACKNOWLEDGEMENT
The successful completion of any task would be incomplete without mentioning the people who
have made it possible. So it’s with the gratitude that I acknowledge the help, which crowned my
efforts with success.
I owe my gratitude to Mr. SASHIDHAR KUMAR, General Manager, and Mr. VIKASHAGRAWAL, Manager cum Proprietor of AQUA WORLD, #124,1st floor, 7 b main road, Fourth block, Jayanagar, Bangalore-5600011 for providing an opportunity to the project in their organization.
I would also like to convey my sincere thanks to my guide MR. LALIT KUMAR faculty of
PGDM department of SUNDER DEEP COLLEGE OF MANAGEMENT TECHNOLOGY for
helping me out and showing keen interest in my project.
I extend my deep gratitude to Dr. B.B MATHUR, Director, SDCMT for his constant guidance and
support.
I extend my deep gratitude to Dr. ANIL RAJORIA, HOD, PGDM. for his constant guidance and support.
I extend my deep gratitude to Ms. SONIA SOFAT, Placement Coordinator, for her constant
guidance and support. I would also like to thank the various department officials and staff who not only provided me with
required opportunity but also extended their valuable time and I have no words to express my gratefulness to them.
Last but not least I am very much indebted to my family and friends, for their warm encouragement and moral support in conducting this project work.
(Shahjad Ali)
6
PREFACE
This project is undertaken to fulfil the project work components of the PGDM programmer in SDCMT, Ghaziabad. This project shows the satisfaction level of customers towards the products manufactured by the company. It also speaks about the working and functioning of the organization to retain their customers for a long term period.
I have conducted a survey to find out the opinion level of consumers about the organization and the demand of the products of the organization in the market.
Further Research methodology and Survey procedure was also studied.
7
CONTENTS
CHAPTER 1 INTRODUCTION 9
1.1 General Introduction. 10
1.2 Industry Profile. 14
a. Origin and development of the industry. 14
b. Growth and present status of the industry. 15
c. Future of the industry 23
CHAPTER 2 PROFILE OF THE ORGANIZATION. 24
2.1 Origin of the Organization. 25
2.2 Growth and development of the Organization. 26
2.3 present status of the Organization. 27
2.4 Functional Departments of the Organization. 29
2.5 Organization structure and Organization chart. 31
2.6 Product and Service profile of the Organization. 32
2.7 Market profile of the Organization. 33
CHAPTER 3 DISCUSSION ON TRAINING. 34
3.1 Student’s work profile (Role and responsibilities). 35
3.2 Description of live experience. 36
CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM. 38
8
4.1 Statement of research problem. 39
4.2 Research design of the study 40
4.3 Statement of research objectives. 42
4.4 Research design and methodology. 42
4.5 Analysis of data. 42
4.6 Summary of findings. 43
CHAPTER 5 SUMMARY & CONCLUSION 47
4.1 Summary of learning Experience. 48
4.2 Observations & Recommendations. 49
Annexure 52
Annexure like copy of questionnaires, interview schedule, leaflets, brochures 53
Figures 56
Bibliography 61
9
CHAPTER: 1
Introduction and Basic Concepts
10
INTRODUCTION
Clean water is a matter of universal importance. Like air, water is not a choice: we need it to survive.
So it is deeply disturbing to learn that drinking water is the main health hazard in India. River water,
well and Groundwater are the source of drinking water for more than half the population, but is it
always safe? Groundwater is not required to be disinfected and can be tainted through improper
wastewater disposal, septic tank contamination, underground storage tank or landfill leaks or animal
waste disposal. Most city water uses treatment methods that were developed near the turn of the 20th
century. Even most bottled water is drawn from city sources and not filtered in any way! No wonder
millions of customers in India are looking for ways to ensure the water they use in their homes is
safe. Today there are many kinds of home water filters and purifiers that can remove most pollutants
found in city water or from wells and streams. But deciding which model is the most trustworthy
takes time and research.
To begin our search for the right water filter or water purifier, we need to follow these steps:
Have your drinking water tested, either by professionals or using home test kits. It's a small
investment that will pay for itself!
Identify which pollutants are in your water and the type of purifier that will work most effectively to
remove them.
Decide whether you prefer 'hard' or mineral-free water. Reverse Osmosis and Steam Distiller units
remove minerals from water.
11
Identify the size of the system you need. Distillation and reverse osmosis products will produce a
limited amount of water per day.
Other options may run continuously but require filters or cartridges that need replacing periodically.
Look at your family's daily volume of water - and double it so that you have enough even in summer
seasons.
Find the best price with the highest reliability and a dependable warranty.
Increasing public awareness of contaminated drinking water is creating an "explosion" in this multi-
billion dollar drinking water treatment industry.
So many companies throughout India have come up with drinking water systems and filtration
solutions for homes and small businesses. These filters have been used by hospitals, schools,
restaurants, Military, foreign embassies, major airlines, etc.
There are contaminants that can not be easily or affordably treated by public water treatment plant.
Almost everyone that you know will eventually buy a drinking water treatment system of some kind
and most of the people that they know will do the same. The Drinking Water Treatment industry is
exploding, and industry analysts predict that the industry will grow by 290% by the year 2013.
1.1 GENERAL INTRODUCTION
Water purifiers have now become a mandatory home appliance. With the pollution surrounding us,
life supporting elements like air and water have been contaminated. The deadly maladies spreading
through water have become a matter of concern. Each year around a million people fall sick due to
contaminated water and many die.
12
Drinking clean and pure water should be made a habit and Kent has been in this purification service
for over a decade.
Set up in Noida in 1995, Kent's innovations in water purification have been renowned world over by
claiming the ‘Best Domestic Purifier' award by UNESCO in 2006-2007 & 2007-2008 and ‘Water
Digest International' and ‘The Golden Peacock' Award for the best Eco-Innovation, both for 2007.
Kent has introduced the revolutionary Mineral RO technology which can even eliminate the
dissolved impurities in the water while preserving the essential minerals in the water. It offers dual
purification form bacteria and viruses. This purifier works well with water from all sources like from
bore-wells, overhead storage tanks, municipal tanks etc. Even in the traditional UV (Ultra-Violet)
purification system Kent has emerged as a winner with its Ultra UV technology. It has a multiple
filtration system of Sediment and Nano filters which help in eradicating bacteria almost completely.
These innovative technologies have boasted the sales and the reputation of the company to a great
extent. Offering quality products and good after sale services has made Kent a respectable brand.
Their endorsements have also gained immense popularity starring the dream girl Hema Malini and
her both daughters.
Further Kent's pioneering Smart UV technology uses new hollow fibre casing to totally purify the
municipality water. It operates without electricity, so now even power cuts won't be an issue in
purify water. It has a storage capacity of about 8 litres to store the purified water and thus is a step
ahead than any other available water purifier. Kent water purifiers remove the impurity, the seeming
bad odour and make it safe for consumption. Kent water purifiers are low on maintenance and are a
one time reasonable investment to a healthy and pure source of drinking water.
13
Definition of Market?
In economics, a market is a system by which buyers and sellers bargain for the price of a product,
settle the price and transact their business- buy and sale the product.
Definition of Marketing?
According to Philip Kotler, “Marketing is an organization function and a set of processes for
creating, communicating, and delivering value of customers and for managing customer
relationships in ways that benefit the organization and its stake holders”.
Definition of product?
A product is anything that can be offer to a market to satisfy a needs and wants.
Definition of service?
A service is any act or performance that one party can offer to another that is easily intangible.
Marketing of water purifier product
For the customers, the most important function of an insurance company includes produce, design,
distribution, services, delivery & investment performance.
Issues in water purification marketing
The peculiar nature of the industry creates implementation of marketing strategy a difficult task in
the following ways:
14
Water purifiers are patented, subjective, requires prior experience and physical evidence is difficult
to establish.
There is an involvement of customers in production of services, mass production is impossible.
I
NDUSTRY PROFILE
Manufacturing & marketing water purifiers and other well being and life style products under the
brand name of KENT. A leading position in Indian market in this segment. Recently launched
Fully Automatic Water Softener for the first time in India for home and industry with technical
support from General Electric (GE Water & Process Technologies). Company is looking for and
invites a limited number of dealers from all across the country to be channel partners for selling
Microprocessor controlled fully automatic softeners with unique features. We are also looking for
direct leads from boiler manufacturers and related industries to join us in selling this product and
there by adding to value to their own products & services.
KENT R O systems ltd had set up in the year 1997. It is a public company. The nature of business is
manufacturing while business is international. “Kent” is the leading manufacturer and supplier
including service with brand image for water purifier’s specially domestic and institutional
requirement.
We are searching for reputed manufacturers of the components to be used water purification
systems.
Microprocessor based Auto Regeneration Water Softeners, RO Water Purifiers, UV Water Purifiers,
small size commercial RO Water purifiers, water dispensers, Ozone Dental Cleaners, Ozone Dish
Washers, and Air Purifiers. Fastest selling products are Domestic RO and water softeners.
15
A. ORIGIN AND DEVELOPMENT OF THE INDUSTRY
From the time of the establishment of the organization named Kent, the organization has faced lots
of hurdles, to reach this stage where the success has touched the skies . In short I can firmly say that
the organization named “KENT” has got a lot of growth and presently it is ranked as the topmost
water purifier company in India and it is exploring in the other parts of the world too.
The organization named “KENT” is growing rapidly from the time. It was started by Mr Mahesh
Gupta in 1985; I can say that many people around the country and the country are using the Kent
water purifier products.
Success Saga
The success story of KENT is like a fairy tale, a dream that has come true. It is an outstanding saga
of one man’s gumption to make his vision a reality. Mr. Mahesh Gupta, MD, KENT RO SYSTEMS
LTD, is an alumnus of IIT Kanpur (Class of 75). His passion for invention and creativity was
matched only by his spirit of giving and desire for unshackled expression, which drove him to quit a
high profile job with Indian Oil Corporation and set him on his mission of exploring new frontiers,
that gumption to make his vision a reality.
B. GROWTH AND PRESENT STATUS OF THE INDUSTRY
The story of KENT started in 1985, from a small room in his house, with nothing but dreams, daring
and self belief, his first invention was in the field of petroleum conservation instruments, where he
earned fame and several patents to his credit. Those once hand tooled precision instruments are still
being chiselled but now on modern factory assembly lines - reminders of the beginning of the story.
16
The dream and missionary vision of Mr. Mahesh Gupta, and the KENT story actually turned to
reality in 1995, at NOIDA, when in a bigger room, and with the help of another technical comrade
(who is still with us), the first RO based domestic purifier was made and sold, incidentally,
Mr.Gupta was the first person who brought RO technology to India. Till then, only UV based water
purifiers ruled the market. KENT had arrived. From 1999 to 2005, the Company involved itself in
the innovation of this unique product, its marketing, growth and consolidation.
In February 2006, the Company struck the “Killer Punch” in the water Industry, by inventing and
introducing the revolutionary “Mineral ROTM Technology“. This patented, first of its kind in the
world technology is a generation ahead of the existing RO technology, making KENT a leader in the
field of water purification.
During its journey of discovery and innovation Kent also adopted the philosophy of providing
wholesome healthcare and wellbeing for all mankind, by adding an array of Ozone based, food and
air purifiers to its product range, thus bringing to you pure water to drink, pure food to eat and pure
air to breathe. Healthcare for you is not just a business for us, but it is a passion, in fact, the very
purpose of our existence.
KENT is powered by a highly motivated, committed and result oriented family of over 1500
persons, dedicated to serving millions of our customers round the country. Our aggressive
marketing strategy is energized by our brand ambassadors, Ms. Hema Malini, Ms. Esha Deol and
Ms. Ahana Deol, who have added immense brand equity to our products through their unforgettable
electronic and print advertisements.
Winners of the ‘Best Domestic Purifier’ Award by UNESCO in 2006-2007 & 2007-2008 and Water
Digest International and “The Golden Peacock” Award for the best Eco-Innovation - both for 2007,
is a small testimonial of KENT’s success Saga.
17
Product Details and Features
There are two types of water purifier available storage type and direct flow type. The Storage type
simply Require you to fill top container with the water directly from the tap and then get water as
and when required. The direct flow does not require storing the water ,One can directly open the tap
and get the filtered water.
With all the pollution around it has become very difficult to get pure water. Impure water can make
you ill. These days, when nothing is pure, best effort is made to make water pure through
purification systems. For this Kent Grand is a good option. Water purifiers are God sent devices
which ensure that you get water free from impurities that will keep you away from ailments. Lets
find out what does it have for you.
Salient Features
Kent Grand has 7 litre water storage limits. Water goes through four stages of purification which
ensures that you get the best results possible. Amongst the our stages of purification one is Pre-filter
purification which removes silt, dust and dirt particles from the water before it enters the main filter
of the unit. Another is Silver-Impregnated Activated Carbon Purification which remover bad odor
and frees Chlorine from the water. The most effective purification that has been used in this purifier
is the Reverse Osmosis Technology where the filter removes dissolved solids from water by using
pressure to force water molecules through a semi permeable membrane. The electricity consumed by
Kent Grand is 220 V which is very economical.
Design
18
With the dimensions of 265 x 225 x 510 mm, Kent Grand is somewhat a very compact device. The
water purifier comes in white colour and is made up of ABS plastic which is very durable. The filter
is also designed in a way that you can replace it whenever it is indicated by the purifier. Now that’s
called technology. Even if you feel the filter needs to be changed, it tells you the proper time to
change it by its own.
Conclusion
Pure water keeps you in sound health. Replacement of spare parts is possible since they are easily
available in the market. This keeps your Kent Grand in working condition for years. There simply
remains no chance to crib when you get proper returns of you investment. Kent Grand assures best
results and customer satisfaction.
KENT R O SYSTEMS:
BEST DOMESTIC WATER PURIFIER 2006-2007 BY UNESCO
We are a 21st century health care products company with a vision for making the world a healthy
and a happy family. Our mission is to produce innovative health care products that purify the water
we drink, the food we eat and the air we breathe, thus help people live healthier. For us, bringing
health care products for you, is more than just a business, it is a passion.
New Products
Water Purifiers
19
Water Softener
Water Purifiers
Water Purifiers- ELITE
Water Purifiers ULTRA UV
20
Reverse Osmosis Water Purifiers Kent Grand
Reverse Osmosis Water Purifiers
Kent Ozone Dental Jet
Kent Water Softener
21
Reverse Osmosis Water Purifiers Kent Elite-I
Reverse Osmosis Water Purifiers Kent Elite-II
Company Profile
Basic Information
Company Name: KENT R O SYSTEMS LTD
Business Type : Manufacturer
Product/Service: RO + UV Water Purifiers,UV Water Purifiers, Water Softeners,
Ozone Air Products
Brands : Kent Grand+, Kent Excel+, Kent Elite-I, Kent Elite-II
Number of : Employees
501 - 1000 People
22
Trade & Market
Main Markets:
North America
South America
Eastern Europe
Southeast Asia
Africa
Oceania
Mid East
Eastern Asia
Western Europe
Total Annual Sales Volume: US$10 Million - US$50 Million
Management Certification: Others
Awards and Affiliations
Due to very aggressive and extensive advertising & marketing strategies of the company “Mineral
ROTM " has gained immense popularity amongst the general public. The product has been so
successful and popular that it was awarded three International Awards in 2007.
BEST DOMESTIC WATER PURIFIER 2006-2007 and 2007-2008.
BY UNESCO AND WATER DIGEST INTERNATIONAL GOLDEN PEACOCK AWARD FOR
BEST ECO INNOVATION 2006-2007.
23
C. Future of the industry
With the increasing use of Aqua purifier by the people of India and people outside India. It can be
seen that the future of the aqua purifier industry in India very bright. This industry has a great future
as the problem of water pollution is increasing day by day, and so people have started to take more
interest in pursuing Aqua purifier with intention of drinking clean water.
24
CHAPTER: 2
Profile of the Organization
25
2.1 ORIGIN OF THE ORGANIZATION
Manufacturing & marketing water purifiers and other well being and life style products under the
brand name of KENT. A leading position in Indian market in this segment. Recently launched Fully
Automatic Water Softener for the first time in India for home and industry with technical support
from General Electric (GE Water & Process Technologies).
Company is looking for and invites a limited number of dealers from all across the country to be
channel partners for selling Microprocessor controlled fully automatic softeners with unique
features. We are also looking for direct leads from boiler manufacturers and related industries to join
us in selling this product and thereby adding to value to their own products & services.
KENT R O systems had set up in the year 1997. It is a public company. The nature of business is
manufacturing while business is international. “Kent” is the leading manufacturer and supplier
including service with brand image for water purifier’s specially domestic and institutional
requirement.
We are searching for reputed manufacturers of the components to be used water purification
systems.
Microprocessor based Auto Regeneration Water Softeners, RO Water Purifiers, UV Water Purifiers,
small size commercial RO Water purifiers, water dispensers, Ozone Dental Cleaners, Ozone Dish
Washers, and Rome Air Purifiers. Fastest selling products are Domestic RO and water softeners.
26
2.2 Growth and development of the organization
The story of KENT started in 1985, from a small room in his house, with nothing but dreams, daring
and self belief, his first invention was in the field of petroleum conservation instruments, where he
earned fame and several patents to his credit. Those once hand tooled precision instruments are still
being chiselled but now on modern factory assembly lines - reminders of the beginning of the story.
The dream and missionary vision of Mr. Mahesh Gupta, and the KENT story actually turned to
reality in 1995, at NOIDA, when in a bigger room, and with the help of another technical comrade
(who is still with us), the first RO based domestic purifier was made and sold, incidentally,
Mr.Gupta was the first person who brought RO technology to India. Till then, only UV based water
purifiers ruled the market. KENT had arrived. From 1999 to 2005, the Company involved itself in
the innovation of this unique product, its marketing, growth and consolidation.
In February 2006, the Company struck the “Killer Punch” in the water Industry, by inventing and
introducing the revolutionary “Mineral ROTM Technology“. This patented, first of its kind in the
world technology is a generation ahead of the existing RO technology, making KENT a leader in the
field of water purification.
During its journey of discovery and innovation Kent also adopted the philosophy of providing
wholesome healthcare and wellbeing for all mankind, by adding an array of Ozone based, food and
27
air purifiers to its product range, thus bringing to you pure water to drink, pure food to eat and pure
air to breathe. Healthcare for you is not just a business for us, but it is a passion, in fact, the very
purpose of our existence.
KENT is powered by a highly motivated, committed and result oriented family of over 1500
persons, dedicated to serving millions of our customers round the country. Our aggressive
marketing strategy is energized by our brand ambassadors, Ms .Hema Malini, Ms. Esha Deol and
Ms. Ahana Deol, who have added immense brand equity to our products through their unforgettable
electronic and print advertisements.
Winners of the ‘Best Domestic Purifier’ Award by UNESCO in 2006-2007 & 2007-2008 and Water
Digest International and “The Golden Peacock” Award for the best Eco-Innovation - both for 2007,
is a small testimonial of KENT’s success Saga.
2.3 present status of the organization
The organization named “KENT” R O SYSTEMS LTD. is in a very good position and its status in
the market is very good. The water purifier system produced by KENT was being bought and used
by customers than any other machine produced by any other company. In the present market it has
over taken the Eureka Forbes Aqua guard system. In the present market many people insists of
purchasing Kent Aqua purifier, more than other machine, this is because of the quality and service
provided by Kent., compare to other machine.
2.4 Functional departments of the organization
Some functional departments of “KENT” aqua purifier are as under:
28
Research department:
Research can help marketers assess market potential and market share, they try to understand
customer satisfaction and purchase behaviour, measured the effectiveness of pricing, products
distribution, promotion activities in specific markets. The researchers of Kent used to taste water of
various parts of India to check and find out new techniques which can help to kill germs.
Production Department
Production function involves transformation of raw materials into goods. A number of other inputs
like capital, machinery will be necessary to carry out these functions.
Marketing department
Marketing department of Kent includes activities starting from getting goods from producers and
sending them to Kent dealers that are spread all over India. It also makes direct marketing. It has tele
callers, to whom any customer located in any part of the country, can call and purchase Kent aqua
purifier machine. It also involves efforts to create customer satisfaction.
Finance department
It is an important department because will close down in its absence. A business needs finance for
developing and expanding the enterprise.
Pricing Department
It fixes the price of different kind of aqua purifier machine. According to suitability of various
customers of Kent company. It look sat various factors like prices of competitors product (like aqua
guard) and fixes the price accordingly. It takes decisions like price discounting, festival offers, gifts
etc. to attract customer attention.
29
Service Department
Service Department of “Kent” is very good. “Kent” provides services like after sales service , 24*7
customer care call service ,sums facilities( SMS KENT to 53636), its customer care number is +91-
120-3075075.
2.5 Organization structure and organization chart
Board of Directors:
The KENT R O SYSTEMS Limited Board comprises reputed people from the finance industry both
from India and abroad.
Mr. Mahesh Gupta
Managing Director
Corporate manager
The corporate is a term assigned to a user placed at the highest level in a firm.
Dealer
Dealers are users at the lowest most level of the hierarchy. A dealer can view and perform order and
trade related activities only for oneself and does not have access to information on other dealer under
either same branch or other branch.
Vision & Values:
30
Kent’s Vision
Making the world a healthy & happy family and to become the number one market player with
maximum market coverage by providing the world’s first Mineral RO technology and sustainable
values.
Kent’s Mission
To become a high-performance organization by achieving its target of becoming market leader in
this trade by delivering exceptional values through superior execution of innovative marketing and
providing excellent service support to the clients.
At Kent we Value - people
We believe in providing all of our employees the opportunity to grow and to achieve their goals. We
also believe that it is important for our employees to appropriately balance their work and personal
commitments.
Honesty
We work to build relationships based on trust. We excel in an environment of openness and trust.
We are open in sharing our ideas and encouraging the ideas of others. We build trust amongst
ourselves by interacting with one another openly and directly that provides faith and belief in each
other.
Customers
31
We believe in always giving customers what they expect and, whenever possible, trying to deliver
service they only dream about. This is our commitment to customers of attending complaint with in
24 hours and giving solution to our valued clients.
Teamwork
We are team players and team builders. We believe that through the power of teamwork we can
achieve exceptional results. We encourage and expect all employees to participate in teams as a
fundamental condition of how we get our work done.
2.6 PRODUCT AND SERVICE PROFILE OF THE ORGANIZATION
COMPETITOR
Water purifiers are one of the most used kitchen utilities Available In India. Water Purification and
Backpacking is an industry in itself In India. Portable versions of Water Purifiers are available for
Camping and Hiking. Water Purification Methods include the mechanized versions as well as the
age-old and time-tested Water Purification Tablets. The Water Purification Process includes
removing contaminants from the raw water source.
BRANCH
SALES &MARKETING
BRANCH MANAGER
SALES MANAGER
F.S.C & F.S.M
OPERATIONS
OPERATIONMANAGER
OPERATIONEXECUTIVE
32
Some of the home remedies for Water Purification are boiling or the use of the household charcoal
filter. But these do not ensure the required standard of Water Purification thus a proper treatment is
mandatory. That's where the Water Purifiers For Home step in. treatment of water by ozone also
provides certain levels of purity. The main Manufacturers having the major share of the water
purifiers' customers are:
Zero B, Orpat, Eureka Forbes, Philips, Kent, Usha Brita, Jaipan, Ken star, Maharaja White line.
The Reviews and Ratings of their products are available on the online electronic stores. A thorough
study of the Review or Rating a particular model receives can help us in determining its exact
relevance to our requirement. The top Ratings and Reviews are usually scored by Water Purifiers
from Usha Brita, Philips, Eureka Forbes and Kent.
2.7 MARKET PROFILE OF THE ORGANIZATION
Kent has introduced the revolutionary Mineral RO technology which can even eliminate the
dissolved impurities in the water while preserving the essential minerals in the water. It offers dual
purification form bacteria and viruses. This purifier works well with water from all sources like from
bore-wells, overhead storage tanks, municipal tanks etc. Even in the traditional UV (Ultra-Violet)
purification system Kent has emerged as a winner with its Ultra UV technology. It has a multiple
filtration system of Sediment and Nano filters which help in eradicating bacteria almost completely.
These innovative technologies have boasted the sales and the reputation of the company to a great
extent. Offering quality products and good after sale services has made Kent a respectable brand.
Their endorsements have also gained immense popularity starring the dream girl Hema Malini and
her both daughters.
33
Further Kent's pioneering Smart UF technology uses new hollow fibre casing to totally purify the
municipality water. It operates without electricity, so now even power cuts won't be an issue in
purify water. It has a storage capacity of about 8 litres to store the purified water and thus is a step
ahead than any other available water purifier. Kent water purifiers remove the impurity, the seeming
bad odor and make it safe for consumption. Kent water purifiers are low on maintenance and are a
one time reasonable investment to a healthy and pure source of drinking water.
In February 2006, the Company struck the “Killer Punch” in the water Industry, by inventing and
introducing the revolutionary “Mineral ROTM Technology“. This patented, first of its kind in the
world technology is a generation ahead of the existing RO technology, making KENT a leader in the
field of water purification.
During its journey of discovery and innovation Kent also adopted the philosophy of providing
wholesome healthcare and wellbeing for all mankind, by adding an array of Ozone based, food and
air purifiers to its product range, thus bringing to you pure water to drink, pure food to eat and pure
air to breathe. Healthcare for you is not just a business for us, but it is a passion, in fact, the very
purpose of our existence.
KENT is powered by a highly motivated, committed and result oriented family of over 1500
persons, dedicated to serving millions of our customers round the country. Our aggressive
marketing strategy is energized by our brand ambassadors, Ms.Hema Malini, Ms.Esha Deol and
Ms.Ahana Deol, who have added immense brand equity to our products through their unforgettable
electronic and print advertisements.
Winners of the ‘Best Domestic Purifier’ Award by UNESCO in 2006-2007 & 2007-2008 and Water
Digest International and “The Golden Peacock” Award for the best Eco-Innovation - both for 2007,
is a small testimonial of KENT’s success Saga.
34
CHAPTER: 3
Discussion On Training
35
3.1 Student’s Work Profile( Role and Responsibility)
I am working as the SENIOR MARKETING EXECUTIVE as Urban Referral in Aqua World of
KENT R O SYSTEMS LTD is the No 1 RO Technology based purifier in India.
My job profile
Selling of Kent products
Follow-up the consumers
Product launch.
Taking part in promotional activities
Collecting the information of existing customers
The major responsibility was taken care by me
Knocking door of the customer
Making call to the customers
Explaining and making presentation on product
Convincing customers to buy the product
36
Doing paper work
Collecting the information’s about water purifiers
Understanding the customers needs & requirements by the help of financial analysis and help
them to take the suitable product.
3.2 Description of live experience:
I was working as a senior marketing executive in Aqua world. It’s a nice experience gained by me. I
am thankful to Mr. VIKASH AGRAWAL, Who really supports me to do best in this organization.
I learn and gain good knowledge through Insight training and development program offered by Kent
RO and Aqua World which is provide by the organization for 10 days. When I join in this
organization, it was a great moment for me, because this organization has a good brand name in
water purifier as best domestic water purifier.
MY PROBLEMS:
I do not know local language (Kannada).
I am not able to speak in Kannada.
In marketing & sales, huge competition is there especially Aqua guard of Eureka Forbes.
MY IMPROVEMENT:
37
Day-by-day I gained knowledge from this competition market.
Attend meetings very important for gaining knowledge.
MTC – Meet to the people, Talk to the people, Convince to the people, is important for marketing.
Develop the presentation skills.
MAN – Money, Authority, Needs, also important in marketing.
MY COMMENTS:
I learn theoretical as well as practical from AQUA WORLD and how to implement theoretical
knowledge on corporate world. Though in working place we have unknown pressure but I was
felling a joy from my working experience.
3.3 Student’s Contribution to Organization
I was working there on target basis as well as commission basis. The company fixed a final target to
me that I have to sale 30 systems (water purifiers) within 6 months.
My contributions to organization are followings
Being a part of various product launch.
Making presentation on sales & marketing.
38
Being a part of business development.
Sales promotion, customer satisfaction & follow-up.
Doing many corporate activities in different organization.
CHAPTER: 4
Study Of Selected
Research Problem
39
4.1 MEANING OF RESEARCH
What is research?
It is an academic activity and a systematized effort to gain new knowledge.
To study (something) thoroughly so as to present in a detailed, accurate manner
Types of research studies:
Fundamental or basic research
Applied research
Descriptive research
Historical research
Formulative or exploratory research
40
Experimental research
Ex-post-facto research
Case study approach
Objectives of research:
Role of research methods common uses of research in decision making:
Marketing research
Government policies and economic system
Solving various operational & planning problems of business and industry
Solving relationship
4.2 RESEARCH DESIGN OF THE STUDY
The study is based on survey technique. The study consists of analysis about customer’s awareness
and satisfaction of Kent R O systems ltd.
For the purpose of the study 50 customers are picked up and their views solicited on different
parameters. The methodology adopted includes
Questionnaire
Random sample survey of customers
41
Discussions with the concerned Personal interviews and informal discussions were held with Kent R
O systems customers to ascertain the awareness and satisfaction level. Further applying simple
statistical techniques has processed the data collected.
SOURCES OF DATA:
Primary data: Questionnaire
Secondary data: are published materials such as periodicals, journals, news papers, and website.
SAMPLING PLAN:
Sampling since segment wise investors in KENT R O SYSTEMS LTD. are not available for the
overall customers was considered for the study. 100% coverage was difficult within the limited
period of time. Hence sampling survey method was adopted for the purpose of the study.
Population: (universe) customers of KENT RO SYSTEMS.
Sampling size: A sample of fifty was chosen for the purpose of the study. Sample considers of small
investor, large investors and traders of KENT RO SYSTEMS.
Sampling Methods :
Probability sampling requires complete knowledge about all sampling units in the universe. Since
due to time constraint non-probability sampling was chosen for the study.
DATA COLLECTION INSTRUMENT
Collection of data through Questionnaires:
42
The data collected for the study purpose is through questionnaires. Consumers of KENT R O
SYSTEMS LTD. have been selected randomly for the study purpose and then the information
revealed from the customers is analyzed and interpreted in the study.
ORGANISATION OF FIELD WORK
Initial field work has done for pre testing tools for data collection. The data is collected through the
direct interaction with the AQUA WORLD customers through questionnaires answered by them.
Customers of AQUA WORLD were randomly chosen for the purpose of the study in Bangalore.
DATA PROCESSING AND ANALYSIS PLAN
Data processing is an intermediary stage of work between data collection and data analysis. The raw
data, after collection, has been processed and analyzed in accordance with the outline laid down for
the purpose of the study. Tabulation is the process of summarizing raw data and displaying them on
compact statistical table for further analysis. Data is further classified and categorized for the
hypothesis testing.
43
4.3 Statement of Research Objectives:
Objectives of the research are:
Find out the satisfaction level of the consumers.
Public opinion on the organization.
4.4 Research Design and Methodology:
Primary data: Questionnaire
Secondary data: are published materials such as periodicals, journals, news papers, and
website.
4.5 Analysis of Data:
Sample Size: 100 people.
Selection process of samples: Randomly.
Consumers’ preference:
AttributesNo. of Persons Percentage
Quality Service 50 50%
Safety 20 20%
Reach 12 12%
Vast variety of Service 4 4%
Nothing in Particular 14 14%
44
4.6 Summary & Findings:
The new product should be customize oriented that is the product must be produced related to needs
and wants of the customer.
Research and development dept. should conduct proper research for developing a new product.
The company should go for mass advertisement to launch the new product.
The company should give some sales promotion to the new product.
The company should go for more promotional activities.
The company should provide more benefits to the clients/customers.
50%
20%
12%4%
14%
Quality Service Safety Reach
Vast variety of Service Nothing in Particular
45
This figure shows the facilities which they want from the company. According to this most of the people want the installment facilities.
This figure shows the after sales service of the company that how many are satisfied with the services provided by the company
46
Graph shows the satisfied customers
This graph shows that how many consumers are willing to have offers from the company during festival seasons.
47
Here the bar graph shows responses of the company to the customers on their complaints and
recommendations
This graph shows the after sales service of Kent Ro
48
CHAPTER: 5
Summary and Conclusion
49
5.1 Summary Of Learning Experience:
I am Shahjad Ali a PGDM student of Sunder Deep College of Management Technology (2009- 2011
batch). As a PGDM student I have learn that, without practical knowledge your course is incomplete.
If you have practical knowledge, then you get some extra value when you complete your PGDM
course. So practical knowledge is very important with theoretical knowledge.
What I learnt from the organisation?
Day-by-day I gained knowledge from this competition market.
Attend meetings very important for gaining knowledge.
MTC – Meet to the people, Talk to the people, Convince to the people, is important for
marketing.
Develop the presentation skills.
MAN – Money, Authority, Needs, also important in marketing.
Handle the customers.
New product development.
Process of research.
Economic activities of an organization.
I learn theoretical as well as practical from AQUA WORLD and how to implement
theoretical knowledge on corporate world.
Though in working place we have unknown pressure but I was felling a joy from my working
experience.
50
I learn and gain good knowledge through training and development program, which is
provide by the organization.
5.2 CONCLUSIONS AND RECOMMENDATIONS:
CONCLUSION
For a company to create a leadership atmosphere in a nation where everyday a new competitor will
come to light is a very difficult and committed task.
When it comes to marketing strategy and brand awareness used by Eureka Forbes particularly
towards the water purifier, it is very effective and dependent on one source i.e., direct sales
Nowadays dealership marketing is becoming more popular and less risky as compared to the direct
selling because in the latter the company will take every risk to attract customers and to maintain the
good relationship and loyalty, but in case of dealership this responsibility partly decentralizes among
company and dealers.
Companies should also concentrate on dealership because it has to send its product to such a place
where direct selling is not possible and direct control cannot be done. So it should concentrate on
different channels of marketing.
Many companies are still concentrating only on upper/upper middle class but not on lower middle
class which can provide a large market if they have a water purifier within their reach.
In India the importance of purified water is not understood by the people except educated society, so
the companies should do everything to fill up this information gap so that it can have a potential
market as well as a social satisfaction.
51
More concentration towards after sales service needs to be implemented.
Still quality has to be increased with 100% safe and free to drink water with Economical price.
Recommendations
Only Kent is following direct sales as the best strategy for their marketing. This marketing strategy
has been very effective but other companies also need to follow and every company should
concentrate more on direct selling and dealership marketing which increases the awareness and
importance of water purification.
Indian customers generally make higher purchases during festival seasons; hence the companies
should give package deal to increase the sales.
Companies should consider manufacturing of water purifiers for lower middle class families that is
at a price which is affordable.
Among all the promotion schemes, customers prefer discount scheme as the most effective one so
companies should offer the scheme at least once in a year.
Companies should concentrate more on advertisement both through print and electronic media which
would help to increase awareness program on health and hygiene.
There should be periodic meeting with prospective customers, which would help in customer
loyalty.
The company should go for promotional campaigns in schools, colleges, hospitals, religious places,
and meeting halls for creating positive awareness of safe purified drinking water.
Companies should participate in social service and thereby gain publicity.
52
Sometimes it may be hard to believe the reasons the customer has given for his satisfaction or
dissatisfaction conditions. So companies may conduct market research periodically at least once in
six months.
Companies should participate in trade fairs and customer fairs doing which will increase the sales
and brand awareness among the mass which definitely influences the buying of water purifiers.
Companies should think of marketing strategy for boosting export and increase market share.
Customer must be communicated at every stage of sales encounter because better communication
gives better results
Price of the water purifier is an important factor for the customer value and also competition,
organization has to impact necessary care to give discounts and gain competitive advantage.
Giving the customers better financial options would increase the sales
Companies have not been into much of promotional activities; it is time to promote in better manner
to position itself in the minds of customers. Customer feedback and suggestions should be given first
priority to increase customer loyalty.
53
Annexure
54
QUESTIONNAIRE
a. Is Kent aqua purifier machine is providing good service?
Always good (70%) [ ]
Most of the times (20%) [ ]
Sometimes (10%) [ ]
Never [ ]
b. What about the after sales service of Kent?
Superior (19%) [ ]
Fair (28%) [ ] Good (45%) [ ] Poor (8%) [ ]
c. How your queries and complaints attended?
Always good (55%) [ ]
Most of the times (23%) [ ]
Sometimes (16%) [ ]
Never (6%) [ ]
55
d. Would you like all the products of Kent water purifier?
Yes (66%) [ ]
No (34%) [ ]
e. Do you think the price of Kent water purifier is reasonable?
Yes (70%) [ ]
No (30%) [ ]
f. Which of the following factor exists in Kent water purifier systems ltd
Quality (50%) [ ]
Quick response from customer care executive (18%) [ ]
Good after sales service (32%) [ ]
g. What purifier do you prefer and use?
Eureka Forbes (32%) [ ]
Kent (43%) [ ]
Kenstar (14%) [ ] Usha (11%) [ ]
56
h. Do you think company should provide attractive schemes during festival season
Yes (98%) [ ]
No (2%) [ ]
i. If yes, which scheme do you prefer?
Discount facility (30%) [ ]
Credit facility (16%) [ ]
Installment facility (40%) [ ]
Others (14%) [ ]
j. Do you have any suggestion/ grievances about the product?
____________________________________________________
______________________________________________________________
k. Are you happy to be a customer of Kent?
Yes (78%) [ ]
No (22%) [ ]
57
FIGURES
Figure for (a)
58
Figure for (b)
Figure for (c)
59
Figure for (d)
Figure for (e)
60
Figure for (f)
Figure for (h)
61
Figure for (i)
Figure for (k)
62
BIBLIOGRAPHY
Text Books
Marketing Management (Kotler – Kotler) [ Pearson Education ]
Managerial Economics ( D.N.Deivedi) [ Vikas Publishing House Pvt. Ltd. ]
Research Methodology ( C.R.Kothari) [ New Age International Publishers ]
Insurance Management in India (Dr. P.K.Gupta) [ Himalaya Publishing
House, 2003 ]
Market Research (Peter M. Chisnall) [ Prentice Hall of India]
Journals & Periodicals
Company Manuals
Annuals Reports (2001,2002,2003,2004,2005,2006)
Business Today.
Times of India
Bangalore mirror
Deccan chronicles
Reports
Company’s Annual Reports.
