DHARIWAl INDUSTRIES LIMITED

ANKUSH J. RATHODMMS –A [45]

MARKETING

PRESENTED BY

“ COMPETATIVE ANALYSIS FOR MANIKCHAND OXYRICH “

OBJECTIVE:

The aim of this study is to develop the ability of decision making within organization.

To measure oxyrich’s present market in terms of service, quality, pricing, offering, and other characteristics- cuurent position

Corporate office: Mumbai office:“Manikchand House”100-101, Sonawala Building,19,Bank Street,D. Kennedy Road, Pune-411 001. Fort, Mumbai-400 023.Tel: +91 20 26056099 Fax: 2026051377 Tel: +91 22 22674343 e-mail: corporate@manikchandgroup.com Fax: +91 22 22675353Web: manikchandgroup.com

PRODUCT DESCRIPTION

MANIKCHAND OXYRICHCompany: Dhariwal Industries limited.Brand: OxyrichAddress: Dhariwal Industries Ltd “Manikchand House”100-101,

D. Kennedy Road, Pune-411 001. Product: Packaged Drinking WaterDesign: OwnQuality: ISO 22000:5000 CERTIFICATION.Packaging: Pet BottlesTarget Market Segment: Health Conscious peoplePositioning: Oxygenated Pure waterTrade Promotion: Corporate Event, Play safe Campaign, Mobile Van, Stressing on SealDistribution: Bottling Plant (Pune), local distributors Mumbai.

SEGMENTATION, TARGETING, POSITIONING [ STP ]

Mostly Major Cities & Sub Metros Hot & HumidGeographic

Psychographic

Demographic

Health Conscious

Mostly Individual & Sometimes Families, Corporate

TARGETING

•Targets middle and upper middle , upper segment people

•Price of the Bottle is such that can be affordable to the all segments

•Company planning to target more towards lower segment

POSITIONING

“ 300% MORE OXYGEN “

SEGMENTATION

UNIQUE SELLING POINT AND POINT OF DIFFERENCE[ USP,POD]

“300% MORE OXYGEN”

MARKET SHAREBISLERI (37%)

AQUAFINA(15%)

KINLEY(13%)

OXYRICH(12%)

MARKET SHARE OF TOP PLAYERS

TRUSTED BRAND INTERMS CHARACTERISTICS

SEASONAL SALES

SWOT ANALYSIS

1. QUALITY STANDARD:-

2. LARGE RANGE OF PRODUCTS:-

3. BULK – SEGMENT IS USEFUL FOR HOUSEHOLDS ALSO

4. GROWING POPULARITY

1. NOT MEETING THE DEMAND OF THE CUSTOMER:-

2 . THE MARKETING MEDIA

1. FAST GROWING FIELD:-

2. OXYRICH CAN UTILISE ITS DISTRIBUTION CHAIN 3.SUBSTITUTE BRAND FOR COMMON SPECIALLY FOR MIDDLE CLASS

4.UNIQUE TECHNOLOGY OF MANUFACTURING

5.INCREASE IN PRODUCTION:-

1.MARKET IS EYED BY THE BIG PLAYERS

2.ENTERING OF NEW PLAYERS

3.ILLEGAL MANUFACTURERS

4.STRONG DISTRIBUTION CHANNEL OF THE OTHER MANUFACTURERS:-

THREAT

STRENGTH

WEAKNESS

OPPORTUNITY

PROJECT RESEARCH

300 retail outlets in Panvel, Navi Mumbai

DURING PROJECT MY PROFILE WAS……..

POST: MANAGEMENT TRAINEEDURATION: 2 MONTHSAREA/REGION: PANVEL, NAVI MUMBAI

“ IN SHORT IT IS NOTHING BUT DOING SELLING WITH MARKETING SIMULTANEOUSLY”1.Product promotion2.Product sales3.Research analysis4.Customer relations5.New customers call

READY STOCK MARKETING:-

I] THE SALES AND DISTRIBUTION HANDELLING FOR PANVEL (30%)II] THE RESEARCH PART (70%)

Daily sales call: 30-40New Call : 1-3/DayTwo Months sale approx : 3200 BOXESApprox Monetary sales: 0330000 lac Rs.

[I] THE SALES AND DISTRIBUTION FOR PANVEL

II] THE RESEARCH PART (70%)

1.What type of Brand you sell maximum in the whole year?

35% of customers were using Bisleri as a maximum sold brand after it Aquafina is the second highest sold brand with 27% Oxyrich is the third highest sold brand with 25% and Kinley is the lowest sold brand.

2.Which is the most responsive brand in terms of Service, Quality, Packaging, Price and offering?

Oxyrich 25%

Aquafina23 %

Kinley 18%

Bisleri 35%

Maximum of 35% of respondents are says Bisleri as Most responsive Brand while Oxyrich is the second highest preferred brand with 25% and Aquafina is the third preferred brand Kinley has at the bottom with 18% So Bisleri has strong presence in the market.

3. Did advertising and sales promotion make an impact for your purchase?

4.Why do you prefer Oxyrich Mineral water service?

5.What do you feel about Oxyrich quality of water, Bottle Material, Packaging, Offers, and solution from executives?

THE PROJECT LEARNING

•Management functions such as planning, organizing the activities, co-coordinating, controlling and evaluating and communicating in industry and market place.

•Organizations policies and strategies adopted at various levels of product life cycle.

•The importance of MBO i.e. management by objectives in organizational effectiveness.

•Research and formulating at critical strategies.

• The crucial role of various departments in Organizational success and development.

QUALITY OF WATER IS GOOD

AVAILABILITY OF PRODUCT

LOCAL AND OTHER MINERAL WATER SERVICE BECAUSE OF RATE MARGINS OTHER COMPATIBILITY OF PRODUCTS.

THE PACKAGING AND QUALITY OF WATER IS VERY GOOD.

CONSISTENT SERVICE PLAYS ESSENTIAL PART OF CUSTOMER SATISFACTION

CUSTOMERS FEEL OXYRICH OVERALL RESPONSE IS GOOD THAN OTHER COMPETITIVE PRODUCTS OF THE SAME CATEGORY

FINDINGS

OXYRICH SHOULD MAINTAIN THE QUALITY IN SERVICES AND SHOULD MAKE IMPROVEMENTS IN THIS FEATURE

CUSTOMER QUERY RESPONCE

MORE INFORMATION ABOUT OTHER OFFERS AND PAYMENT CREDIT FACILITY

TAKE CARE OF MORE PROMOTIONAL ACTIVITIES IN WHICH ADVERTISEMENT PLAYS AND EFFECTIVE ROLE

SUGGESTIONS

COMPLAINING ABOUT THE FRIDGE OF OWN COMPANY NAMED BRAND SO THERE COULD NOT BE ANY THREAT FROM THE OTHER MAJOR BRANDS

LIMITATIONS:

i) Organization does not provide strategic information.

ii) Organization does not give time and attention to the Management Trainees.

iii) Time provide by institute i.e. 60 days is not sufficient to get practical knowledge

iv) Finding and analysis was for the specific area (Routes) only.

OXYRICH is one of the best brand in bottled water industry in

PANVEL, NAVI MUMBAI and it has been successful in creating a strong

impression on the consumer minds with its varied products and offerings

to consumers on a huge scale to deliver its customers at its best.

CONCLUSION

THANK YOU