SUMMER INTERNSHIP PROJECT REPORT

A Study of Penetration of Sahara Q Water and Beverages of Horeca in Mumbai

In

Partial Fulfillment of the Requirements For

PGDM

Under the guidance of:

Prof. Aditi Raut

Submitted By

Kritya Munjal

PGDM- D ; Roll no: 33

Batch: 2012-2014

Specialization: Marketing

Chetanas Institute of Management & Research

Bandra (east), Mumbai 400051.

August 2013

II

DECLARATION

I hereby declare that the following project report titled study the positioning of Sahara Q Water and

beverages at HoReCa in Mumbai at Sahara pariwar India. Mumbai is an authentic work done by me.

It is to the best of my knowledge and belief. This is to declare that all my work indulged in the

completion of this Project Report such as research, competitor analysis and sales promotion is a

profound and honest work of mine.

Date: Signature:

Kritya Munjal

III

CERTIFICATE FROM THE INSTITUTE

This is to certify that the report presented by Miss. Kritya Munjal to Chetanas Institute of

Management & Research, University of Mumbai, in partial completion of coursework of (PGDM)

under the title study the positioning of Sahara q water and beverages in HoReCa in Mumbai has been

compiled under the guidance of Prof. Aditi Raut.

The project has thus far not been submitted for any program of Chetanas Institute of Management &

Research or for any other University/Institute. The references and related sources of information have

been duly mentioned.

Signature of the Guide Signature of the Director

Prof. Aditi Raut Dr. Jayashree Bhakay

IV

ACKNOWLEDGEMENT

It has been an enriching experience for me to undergo my summer training at SAHARA Q SHOP,

which would not have possible without the goodwill and support of the people around. As a student

of Chetanas Institute of Management and Research I would like to express my sincere thanks to all

those who helped me during my summer training program. The satiation and euphoria that accompany

the successful completion of the project would be incomplete without the mention of the people who

made it possible.

I would like to take the opportunity to thank and express my deep sense of gratitude to my Corporate

Mentors Mr. Sumanto Sarkar. I would like to thank my college authorities and my faculty mentor Prof.

Aditi Raut for providing me the opportunity to work with the one of the prestigious organizations in

the market today. I am greatly indebted to them for providing their valuable guidance at all stages of

the study, their advice, constructive suggestions, positive and supportive attitude and continuous

encouragement, without which it would have not been possible to complete the project.

I would also like to thank Mr. Sumanto Sarkar who in spite of his busy schedule has co-operated with

me continuously and indeed, his valuable contribution and guidance have been certainly indispensable

for my project work. I owe my wholehearted thanks and appreciation to the entire staff of the company

for their cooperation and assistance during the course of my project. I hope that I can build upon the

experience and knowledge that I have gained and make a valuable contribution towards this industry

in coming future.

V

TABLE OF CONTENTS

Sr. No

Topic

Page No.

1

Executive Summary

1

2

Introduction

3

3

Literature Review

12

4

Research Methodology

39

5

Results and Interpretation

42

6

Conclusions

50

7

Recommendations

51

8

Bibliography

53

1

EXECUTIVE SUMMARY

The project was started on 1st of May under the guidance of Mr. Sumanto Sarkar.

Sahara Q Shop an FMCG cum Retail organization has come up with a wide range of

products. The products currently launched in the Market are Packaged Drinking Water,

Natural Mineral Water and Energy Drink. Water Industry today is very dynamic and

challenging. There is high competition and survival is very difficult. As the dominant

players have already captured the market, a new entrant faces loot of challenges. One

of the most important factors which will distinguish a company from the rest is the

Distribution which is the main reason for survival in the water industry. The Energy

drink market is nascent but is witnessing changes due to the new entrants in the market.

Sahara Q has launched the energy drink and the current focus is Product Placement.

A Research has been conducted on the reactions of the retailers with respect to Sahara

Q Shops products. A Customer analysis too has been conducted with a sample size of

25 customers. A Quantitative Research has been done to know their perception and

expectations towards Packaged Drinking Water. An Observational study has been

conducted into HoReCa. Analysis of Sales has been made which includes Area wise

segregation of Sales, Sale of Products and Weekly performance. All these have been

analyzed. An observational study about the different factors influencing the purchase

manager while selecting a Product has been undertaken.

Today, due to the various options available in the Market, it has been very challenging

to convince the purchase manager to buy the new products. On field Sales have been

conducted. Being a new company and new products, various activities that have been

conducted are, Creating awareness of the company and its products, creating the

Market, Developing the Market. Various Promotional tools have been used in the Shops

to attract the consumers like, Posters, Danglers and Display of Samples at Point of

Purchase.

As per the responses of Retailers and Consumers, Television Advertisements is

considered to be the most effective medium of Awareness. The retailer and the

consumers have become very alert, aware and demanding. Sahara Q Shop has also

2

opened the retail outlets that will be opened to the customers very soon. The Company

has a long way to go. In its journey, it will have different experiences about the Retailers

and the Consumers. Effective Promotions and Delivery system will help the company

to achieve great success.

3

INTRODUCTION

COMPANY PROFILE:

Sahara India Pariwar is a major business conglomerate in India with operations in multiple

sectors, including financial services, life insurance, mutual funds, housing finance,

infrastructure & housing, city development, print and television news media, entertainment

channels, cinema production, consumer merchandise retail, healthcare, hospitality,

manufacturing, sports, and information technology.

1) SAHARA INDIA LIFE INSURANCE COMPANY LIMITED: The first wholly Indian

Owned Private Life Insurance Company. It offers an exhaustive range of competitive

products/plans that caters to everyone from all segments along with prompt and quality

customer services and support.

2) SAHARA ASSET MANAGEMENT COMPANY PRIVATE LIMITED: Sahara Asset

Management Company Pvt. Ltd. is a professional Mutual Fund House which manages 16

Mutual Fund Schemes in both Equity and Debt Segments. The Schemes have shown consistent

and noteworthy performances. Sahara Banking & Financial Services Fund has been adjudged

the Best Performing Banking Sector Fund over a 3-year Performance by the International

Agency Lippers. The team follows a disciplined and professional approach in delivering high

quality and consistent performances. SAHARA HOUSINGFINA CORPORATION

LIMITED: A National Housing Bank regulated & BSE listed company targeting to meet the

2

finance needs for housing all over the country. It serves its clientele through attractive and

competitive home loan schemes. In India, housing finance market is around 1, 90,000Crore

(approx.) with a growth rate of around 20% (approx.) CAGR [Compounded Annual Growth

Rate].

3) SAHARA INFRASTRUCTURE & HOUSING One of India's best and the largest

Infrastructure & Housing Company .Total Land Bank of the Company: 33,633 acres. It

includes the following:-

-Aambey Valley

-Sahara Star

-Sahara City Homes

-Sahara Grace

-Sahara Swapna City

-Sahara Hospital, Lucknow

-Grosvenor house, A JW Marriott Hotel, London

4) MEDIA & ENTERTAINMENT:

Sahara one

Sahara Filmy

Sahara Samay

Sahara Time English Weekly

Firangi

Sahara Motion Pictures

Cinema Halls

Film City

Urdu News Channel- Aalami Sahara

3

5) CONSUMER MERCHANDISE RETAIL VENTURE - SAHARA Q SHOP

Sahara Q Shop is the brand name of Sahara Indias mega Quality Consumer Merchandise

Retail Venture. Sahara Q Shop offers completely adulteration-free, 100% quality consumer

merchandise products in various categories, such as staples, processed foods, personal care

products, home care products, general merchandise and lifestyle products, at most

competitive prices. You can receive these 100% quality household items every month in the

comfort of your home. Quality is a fundamental value offered at Sahara Q Shop. It has

adopted an integrated approach towards the same by setting up a Sahara Quality

Management System (SQMS), comprising Quality Control and Quality Assurance

departments to achieve end-to-end quality control from raw material procurement to

manufacturing to packaging to delivery at the doorstep of the esteemed customer.

Sahara Q Shops unbeatable advantages -

1. 100% commitment to quality

2. Most competitive price

3. Doorstep delivery of products under strict supervision

4. Right weight/quantity

5. 100% disclosure policy across all products

6. Convenience of phone shopping

7. State-of-the-art Quality Control labs in New Delhi, Mumbai, Lucknow, Nagpur,

Hyderabad, Kolkata and Patna

8.Pan-India quality team of 800 people, comprising Scientist Associates, Senior Quality

controllers, Quality Assurance Managers and Quality Assurance Executives

9. One crore-plus sq. ft. space in warehousing

Each product of Sahara Q Shop is put through stringent quality tests and standards, be it

vendor selection, sourcing, manufacturing or packaging, thereby completing the Q value

chain.

4

SAHARA Q SHOPS ORGANISATION CHART

This is an organization chart of Sahara Q Shop. It consists of 8 departments namely Marketing,

Finance, Human Resource, Information Technology, Sales, Water department, Quality, Human

Resource, and General Merchandizing.

Sahara Q Shop

Marketing

Finance IT Sales Water QualityHuman

Resource

General Merchan

dizing

5

The department which I worked in was sales. The further hierarchy in the Sales department is

listed below :

Sales Head

Sales Manager

Assistant Sales Manager

Sales Executives

Interns/ Pilot Sales

Representative

6

SAHARA Q PRODUCT LINE:-

i. Pulses- All the pulses are sortexed cleaned and has low moisture content. Being

unpolished, they do not have a shiny surface. Some of the products that they are coming

up with are ChanaKesari, MoongDhuli, MoongChilka, KabuliChana, and UradChilka.

ii. Dals- They are sorted cleaned and have low moisture content. Being unpolished, they

do not have a shiny surface. Soaking the Dals for 20 minutes gives a better yield and

great taste. The Classic Dals give higher yield of cooking namely Q Rajma Sharmilli,

ChanaDal, Arhar Dal, MasoorMilka, Urad Dal.

iii. Rice- Rice is obtained from Select Quality paddy grains and is processed through a

multi stage milling process to retain nutrition flavor and taste. It offers a unique

fragrance, long and delicate basmati grains for the finest taste. The best Quality

Authentic Rice gives a better yield on cooking with great aroma. Swagat Basmati Rice,

Royal Basmati Rice, Mogra Basmati rice are few included in this category.

iv. Spices- Spices are processed in s modern plant using scientific technology that helps to

retain the freshness and taste for a long period of time. It includes GaramMasala, Haldi

Powder.

v. Flour- All the flour items are of fine texture of six grains namely wheat, oats, soya,

barley, chana and maize.

vi. Ghee- Rich in aroma it is strictly manufactured from milk fat under Q Hygienic

conditions

vii. .Oils- it has the goodness of Vitamins A, D2 and E.

viii. Snacks & Savories- it includes bhujia, farsan, mix dal, chips, Noodles and Vermicelli

(Kheer)

ix. Beverages- it includes different types of Juices and Tea.

x. Cookies & Biscuits- they have flavors of Cashew nuts, Orange.

xi. Jams- it contained Mixed Fruit, Strawberry and Pine Apple.

xii. Breakfast Cereals- they were basically cornflakes.

xiii. Sauces Ketchups Condiments- it includes Snack Sauce, Tomato Ketchup and Pickle.

xiv. Toothpaste-it includes Red Dental Gel and Super White Toothpaste they offer all

round dental care.

xv. Soaps- it includes Cleansing, Moisturizing and Germ Control Soap.

xvi. Mens Hygiene- it includes Moisturizing shaving cream

xvii. Skin Care Health Care Fairness Cream

7

xviii. Hair care- this includes Root Strengthening shampoo, anti-dandruff shampoo, Amla

hair oil and Herbal Henna

xix. Fragrance All Day Fresh Talc ,Home Care Glass Cleaner, Surface Cleaner, Toilet

Cleaner, Mosquito Coil, Scrubber, Agarbatti, are products included in this Category.

xx. Utensil Care- Dish wash Active liquid and Dish wash bar are the products.

xxi. Fabric Care- this includes matic Detergent Powder, Advanced Detergent powder and

Detergent Cake

xxii. Q Water Range- it includes Packaged Drinking Water and natural Mineral water.

Sahara Q Shops Fight against Adulteration

8

Sahara Q Shops main aim is to fight against adulteration and provide best quality food to the

consumers. The Campaign Milavat Se Jung which means fight against adulteration has

involved The Indian Cricket Team, Priyanka Chopra and Hrithik Roshan. The Advertisements

have been made by taking all of them as Brand Ambassadors.

Today Adulteration has become a threat to life. When we consume food we do not realize that

it is adulterated. An adulterated food is nothing less than a poison. It may not just affect our

health but also be life responsible for taking many lives. The main aim of adulteration is to earn

profit and the adulterators are not concerned about the health and life of the common man. It is

for this reason that the adulterators are spoiling necessity household items such as Wheat, Rice,

Millet, Corn, Flour, dals, Oils, ghee, butter, cheese, baby milk powder, jams, jellies, pickles,

vegetables............. and the list continues.

Adulterators use dangerous adulterators like fine pebbles , mud, hay , droppings of rodents,

talcum powder for polishing, tricreysl phosphate, a mix of inedible oils, detergents, urea,

caustic soda ,sawdust, chalk powder, non-permitted colours, lead, ashes of bones ,melamine,

margarine, oxytocin hormone injections,etc. Due to the presence of such dangerous items, we

and our families can suffer from dangerous diseases.

Urea mixed in milk can be dangerous to heart and kidneys. Caustic soda works as a slow poison

for people suffering from hypertension and other coronary diseases. Formalin is even more

dangerous to the body as it harms liver; inedible oils can cause deficiency of Vitamin A and E-

cause paralysis, increase cholesterol. Chalk powder can harm the stomach; Lead poisoning can

have harmful effects on Central Nervous System. Even Children are adversely affected as they

9

can suffer from anemia, liver damage, and mental retardation. Adulteration can also cause

danger of cancer, epidemic dropsy, etc.

Today, using adulterated products is costing people their lives. Not only is the lifespan of elders

as well as other members of family reducing, but even their quality of life is being affected

badly. Research shows that adulteration has entered all the spheres of our lives in such a way

that adulteration- quality ratio is approximately 30:70. It means because of adulteration 100

Rs. Product is worth only 70Rs. If measures are not taken to control the same, then in the near

future the ratio will simply invert to 70:30.

10

PURPOSE OF THE PROJECT

In todays Competitive world before entering into the market it is very necessary to understand

and have good knowledge of the potential market. Also it is necessary to retain the existing

customers and provide them with good service. The research is mainly concerned with the

study of Sahara q water products and beverages. The project was launched on 1th May. The

Project is mainly about exploring and developing market for Packaged Drinking water, Natural

Mineral Water and Energy Drink. All of these are new products, so they need to be launched

in the market and apparently sales need to be generated. Sahara Q shop is planning to launch

these Products in Retail outlets, Restaurants, Fine Dines, Hotels and Corporate. So various

strategies need to be developed for the same. Selling is an Art but requires Tactics and

Techniques so that it can be done effectively.

Currently there are 3 different products to be launched in the Market. For that studying the

Market scenario becomes important. Water Industry is very challenging but has immense

potential. Water as a product being a necessity is strong enough to make the Company earn

huge profits. Today, Water Industry consists of organized as well as unorganized players. In

India, both these players are very competitive and are continuously spirited to win the rat race.

Organized Players have an edge over the unorganized ones because they are Branded products.

Today a consumer is strongly driven by brands. Brands have a psychological impact on the

consumers which drive him to pay the extra price for the product. If there is effective Brand

positioning for a particular product, eventually brand loyalty and customer retention takes

place.

Unorganized players also have an edge over the organized ones in terms of pricing. They are

priced very low. They are also able to give much more margins to the retailers because they

are produced at a very cheap cost.

So in order to Develop the Market, there are various factors that need to be taken into

consideration:-

Factors affecting the purchase managers while selecting a product

Problems faced by the purchase managers

Perception of a purchase managers about the product

Hotels, Restaurants and Caf Location

11

Products available in Hotels, Restaurants and Caf

Potential of the Hotel, Restaurant Or Caf

OBJECTIVES

1. To Study the penetration of Sahara q water in HoReCa

2. To identify issues related to distribution

3. To suggest viable recommendations

12

LITERATURE REVIEW

1. SELLING

1.1 What is selling?

The last step in the chain of commerce where a buyer exchanges cash for a seller's good or

service, or the activity of trying to bring this about.

1.2 Importance of Selling Skills

Selling skills are critical in organizations that rely on ongoing buying from customers or clients.

The ability to build relationships with customers, persuade them to make purchases and

generate repeat business is at the heart of selling. Sales is a component of a company's

marketing and promotions.

1.3 Persuasion

Selling is generally one of the most persuasive forms of promotion a company has. Persuading

prospects to make purchases is a common objective of sales. This is accomplished by

salespeople who genuinely take interest in prospects, listen to their needs and make honest

product or service recommendations that best match. Sellers can look prospects in the eye, use

verbal and nonverbal communication, and thoroughly explain the benefits of given solutions.

1.4 Interaction

What really distinguishes selling from advertising and other traditional promotional efforts is

its interactive component. Salespeople not only present to prospects, but they ask questions,

listen to responses and also read the nonverbal signs of buyers in face-to-face situations. This

allows sellers to draw out concerns that would impact a sale. This doesn't happen when people

watch or listen to commercials. By hearing what is in the way of a sale, a salesperson can more

effectively combat those issues and convey a value proposition.

1.5 Feedback

Closely aligned with the interaction of selling, good salespeople and organizations also use the

opportunity to gain feedback on their products, company and service. This allows for ongoing

13

development and improvement of the solutions offered to new prospects and existing

customers. Though criticisms are often hard to hear, companies that succeed over a long period

of time listen to customers and address product flaws or service issues.

1.6 Customer Loyalty

While advertising is often used to attract customer attention and convey product benefits,

selling also plays a role in maintaining ongoing customer relationships. Salespeople follow up

with buyers to ensure a good experience. They follow through on commitments made during

the selling process. They also make suggestions for any additional purchases. All of these

things allow the salesperson to keep contact with customers and manage ongoing

communication about customer needs.

1.7 Five steps of making a call

Selling a product is never easy. It includes special efforts, planning and strategies. This is

because, Selling is the key function of Marketing and an Ultimate aim of every businessman.

If a product fails , it means the strategies that were adopted were not in proper place. While

talking to a retailer/buyer, there are certain points that have to be kept in mind and precautions

have to be taken. These points are listed below:-

1. Planning

2. Seeking Information

3. Selling

4. On Shelf Management

5. Completion

1.8 Planning

This is the first stage and a very important stage. If a researcher/seller fails in the first step he

will not be able to achieve his purpose. In this step, the seller needs have knowledge about the

retailer. Seller needs to know his personal details, details about his shop,the location, his

potential or capacity. The retailer is the potential customer so the seller needs to understand his

capability in selling the products. This step helps the Seller to as he does his homework and

can accordingly plan as to how to pitch or how to approach a retailer.

14

1.9 Seeking Information

Here, the seller needs to do indepth study about the retailer. The seller should try to build a

relationship with the retailer. He needs to use strategies to approach the retailer. For that, he

needs to find out the timings of customer crowd in the shop, leisure time,lunch time of retailer,

his availability in the entire day, timings. Care should be taken that the retailer is not to be

disturbed while he is busy with his customers and while doing important work. Also

information about the range of products and brands kept in the stores, the SKUs have to be

observed. Accordingly, the seller can judge his opportunity and potential of the retailer. The

seller also needs to find out most preffered brands of retailers. For this, friendly interaction

needs to be done so as to find out the reasons of a retailer for stocking a particular product. By

doing this, the seller can make space for his products in the retail outlet.

1.10 Selling

This is the most important step. We often feel that selling is just a transaction between the

buyer and the seller. But in reality, it is not so. Today it is not enough just to sell a product for

a profit. For selling, various strategies have to be observed. For e.g. Greeting a Retailer or

Purchase Manager Saying good things about his shop, observing the product placement,

storage facilities, displays and promotions becomes crucial. A seller should never give an

impression to a retailer that he is doing a transaction only for money. Retailers benefit needs

to be highlighted. A Seller needs to be confident, polite, caring, and helpful and should show

concern to the retailer. The seller needs to be friendly and needs to listen to the retailer and his

problems. Retailer can also come up with solutions to his problems by offering him special

schemes and discounts.

1.11 On Shelf management

Once purchase manager agrees to buy the product the seller needs to see that the product is

effectively placed in the Hotel, Restaurant, and Cafe. The seller needs to find proper location

for promoting the product by way of pictures, brochures, point of purchase displays, etc. A

Seller needs to take care that his product is visible to the customer. The product needs to be

displayed in such a manner that it is appealing to the consumers. The product should be placed

in a systematic manner and should not be kept in a haphazard manner. Proper on Shelf

Management becomes one of the key factors for its sale.

15

1.12 Completion

After the transaction is complete, the retailer needs to be thanked not only for purchasing the

product but also for spending his time with the seller. The seller needs to express his gratitude

towards a retailer. Also, the seller needs to enquire about his next visit and can give tentative

day of his next visit.

2. CURRENT DRINKING WATER MARKET IN INDIA:

Market constitutes of different sub segments of which drinking water has seen strong growth

in the market. The Indian drinking water sector is a competitive market with strong competition

from the unorganized sector. At a time when input prices are rising and branded players are

forced to increase prices of their products, unorganized or local players indulge in low quality

ingredients and offer products at cheaper prices. However, the sector is still on a growth path

as constant innovation presents products catering to the varied needs of customers. Due to the

developing distribution network leading to wider availability of products coupled; the sector

braces for further growth.

An analysis explains the factors for growth of the market and includes lucrative nature of

business, rise of buyers in impulse segment, strengthening of distribution network, increase of

disposable income and low per capita consumption of drinking water. Drinking water contain

air in a substantial amount sometimes even up to 50% which makes the business a very

profitable venture wherein profits margins are extremely high at certain times. The lucrative

nature of this business has created strong opportunities in the market. Of these, impulse

segment entails highest sales volumes as featured products are small in size, relatively cheaper

and can be consumed at a go. Availability of impulse products has increased as push carts are

present across cities and towns and affordability has contributed to further growth in such

buyers. Rise in buyers of impulse products gets translated into higher sales of such products

thereby accounting for growth of the total market. Another chief stimulant in this sector is the

strengthening of distribution network. As players worked towards bolstering distribution

system across the country, availability and coverage has increased. As products came within

the reach of consumers and players targeted enhanced coverage, sales inadvertently received a

boost. Coverage, availability or even affordability has been complemented by the rising

purchasing power among consumers. This poses as a latent opportunity for the sector as there

16

is potential for further growth. However, the sector is also facing certain challenges. Factors

such as rise in input costs, erratic power supply across the country and rise in local

manufacturers pose as impediments for this sector.

India has a large number of population which prefers packaged drinking water rather than tap

water. Seeing this enormous business opportunity, the war has already begun to grab the most

of this pie with national players increasing their production and international players trying to

find a way to enter the Indian markets. To be part of this race for increasing the market share,

it's almost inevitable on behalf of the packaged drinking water manufacturers to optimize their

production systems, technologies being used, cold chain management, compliance with quality

standards and hitting the right marketing mix.

3. UPBEAT PLAYERS:

Organized players: - Bisleri, Aquafina, Kinley.

Advantages of these- Effective Distribution Channel, Prompt Delivery and Quick Service,

Ready Stock, Product Visibility and Availability, Brand building, brand positioning, consumer

awareness.

BISLERI

Today, bisleri is the name which has become synonymous to water. Today in a retail store

consumer does not ask for water but bisleri. This is the impact and positioning that bisleri has

created in the minds of the customers. The consumers have trust in bisleri and associate the

brand with safety and purity. Main factors affecting in increasing sales are:

1. Effective Distribution Systems

2. Product offered at Affordable Price

3. Tie ups with outlets, restaurants

4. Special Schemes in potential Outlets

5. Owned Vehicles for Distribution

6. Vehicles act as a promotional tool

7. Display of bottles at point of purchase

17

8. Posters

AQUAFINA

Aquafina has also been able to capture a decent market share in the country and has grabbed

lot of customers.

Reasons behind success of Aquafina

1. Effective distribution Systems

2. Attractive Margins

3. Huge Tie ups

4. Numerous Contracts

5. Additional benefits for stocking their products

6. On time delivery

KINLEY

Kinley water understands the importance and value of this life giving force. Kinley water thus

promises water that is as pure as it is meant to be. Kinley water comes with the assurance of

safety from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis

along with the latest technology to ensure purity of our product. Because we believe that right

to pure, safe drinking water is fundamental.

BAILEY

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. Considering

the fact that the water segment is growing at a staggering rate of 40%, the future is clearly

18

Bailley. Bailley is available in 200ml, 300ml, 500ml, l ltr. & 2 ltr. PET and 5 ltr., 20 ltr., &

25 ltr.jars.

OXYRICH

It is the purest and healthiest form of water developed with a patented revolutionary process

that enables 300% more oxygen in water. It is the only bottled water in India to be certified

with ISO 2004:2005. It is the worlds most stringent water food chain.

4. SOURCES OF WATER

Own Plant

Owned plant or manufacturing plants ownership is with the company. The company

manufactures and processes products here. When a company has its owned plant then definitely

it can build more trust amongst its consumers, the company and the brand can get more because

of its owned plant. One of the biggest advantage of having owned plant is that the control of

manufacturing, processing and packing a product lies with the company. The company can

supervise, monitor and control the activities in the plant and there is very less scope for

manipulation. But one of the drawbacks of having owned plant is excessive increase in the

cost. In a country like India, where skilled manpower is limited, every company cannot have

its own manufacturing plant. Also managing men, material and machinery becomes difficult.

Co packers

This is another way of sourcing water. Co packers are people/ company who manufacture,

process the products. In case a company does not want to open its own plant, co packing is a

good option for them. Co-packers are specialists for manufacturing, processing products. They

have specific products to be manufactured or processed. The advantage of having co packers

19

is that the company receives Specialty Services from them. They have skilled labor specialized

in manufacturing products so the manpower is effective. Also professional Services would be

available. But one of the disadvantage is that Company cannot control activities of co packers.

They also cannot closely monitor their activities. But cost is saved by the company. Companies

also provide raw material to the co-packers for manufacturing and processing of the products.

Franchising

Franchising is like a contract between the company and the franchisee. Franchisee uses the

name, brand of the company and operates according to the standards given by the company.

The franchisee gets the advantage of the brand image, reputation of the company which makes

his operations easier. Franchisee agreement is valid for certain period after which he contract

is over. Then either the franchisee can renew the contract or stop its operations. Franchisee

saves cost to the company of using its own funds for new plants/outlets. But the disadvantage

is that any harm done by the franchisee can destroy the reputation of the parent company.

5. STRATEGIES ADOPTED FOR APPROACHING PURCHASE MANAGERS &

SELLING THEM

Selling being the most crucial part of the project, had to be handled very well. Although selling

is just a process exchanging goods for money, it had to be done using some systematic

approach.

Greeting the Purchase Managers- when going to the purchase manager, it is very important

to greet him. It is often said that first impression is the last impression. By greeting the purchase

manager by either saying a hello, good morning or a Namaste, we strike the first cord of

conversation.

Introducing ourselves- the next step is to introduce ourselves by telling the purchase manager

as to what is our purpose of visit.

Creating awareness about the company and the product- this is a very important step as

from this step awareness, promotion and selling starts. Here we need to mention brief

information about the company and its products.

20

Briefing about the schemes- in this stage, we tell the purchase managers about the various

schemes pertaining to the products. We try to tell the schemes in such a way so as to attract the

retailer. We also try to convince the purchase managers by telling him the benefits that he gets

through the schemes.

Engaging the retailer in the conversation- this step playa a very important role in selling. It

is very important to have a dialogue with the purchase managers. This builds an interest and

curiosity in the minds of the purchase manager.

Promoting the product- here we make use of the promotional tools like brochures, posters,

stickers, danglers and even stick them in the hotels, restaurants and cafe.

Listen to the purchase manager- we try to make the conversation/ discussion very friendly

so that the purchase manager is comfortable to talk to us. Also, we listen to the retailers

opinion, his perception as well as problems faced by him.

Persuading the purchase manager- we try to convince the purchase manager, this is our final

call.

Information about the delivery- once the deal is cracked, we give information about the

delivery of the product.

6. MARKETING STRATEGIES FOR NRG DRINK

Energy drink market although at a nascent stage is developing rapidly. Today there are many

competitors for energy drink. The various energy drinks available are red bull, saharas NRG

Drink, Tzinga, Rio, restless etc. Sahara Q Shops NRG drink has to be marketed and advertised.

So these are the steps in which strategies follow.

Product Placement

This is the first strategies used by Q Shop. Product placement means making the product

available in the market. It means that the product is sold in the market to make it available in

prior so that the customer gets the NRG Drink as soon as he demands for the same.

21

Sampling

Energy Drink is a new product in the Market. Therefore people are not aware about its features

and taste. The Purchase managers also need Samples for them as well as for the Customers. So

this is the Second Step for Marketing the Energy Drink.

Promotions

After the Sampling is done, the product will be promoted at various places. In this stage the

consumer will be aware of the product. The product would be promoted in Colleges, Events,

etc.

Tie Ups

Once the product is promoted and awareness is created, then tie ups with Institutes,

Franchisees, Restaurants, Fine Dines, and Pubs would be done.

Launch

The product will be then launched in the market with aggressive advertisements.

7. DISTRIBUTION

Product distribution (or place) is one of the four elements of the marketing mix. Distribution is

the process of making a product or service available for use or consumption by a consumer or

business user, using direct means, or using indirect means with intermediaries.

The other three parts of the marketing mix are product, pricing and promotion.

Channels and intermediaries

Distribution of products takes place by means of channels. Channels are sets of interdependent

organizations (called intermediaries) involved in making the product available for

consumption. Merchants are intermediaries that buy and resell products. Agents and brokers

are intermediaries that act on behalf of the producer but do not take title to the products.

22

Channel design

A firm can design any number of channels. Channels are classified by the number of

intermediaries between producer and consumer. A level zero channel has no intermediaries.

This is typical of direct marketing. A level one channel has a single intermediary. This flow is

typically from manufacturer to retailer to consumer.

Channel mix

In practice, many organizations use a mix of different channels; in particular, they may

complement a direct sales-force, calling on the larger accounts, with agents, covering the

smaller customers and prospects. In addition, online retailing or e-commerce is leading to

disintermediation. Retailing via smartphone or m-commerce is also a growing area.

Managing channels

The firm's marketing department needs to design the most suitable channels for the firm's

products, then select appropriate channel members or intermediaries. The firm needs to train

staff of intermediaries and motivate the intermediary to sell the firm's products. The firm should

monitor the channel's performance over time and modify the channel to enhance performance.

Channel motivation

To motivate intermediaries the firm can use positive actions, such as offering higher margins

to the intermediary, special deals, premiums and allowances for advertising or display. On the

other hand, negative actions may be necessary, such as threatening to cut back on margin, or

hold back delivery of product.

Channel conflict

Channel conflict can arise when one intermediary's actions prevent another intermediary from

achieving their objectives. Vertical channel conflict occurs between the levels within a channel

and horizontal channel conflict occurs between intermediaries at the same level within a

channel.

23

DISTRIBUTION CHANNEL

Manufacturing plant

Distributor

Retailer

Customer

24

8. DISTRIBUTOR

The distributor is the middleman and the member of the distribution channel. He is the link

between the Company and the retailer. Many a times, it is not possible for a company to supply

its products directly to a retailer. There are various constraints like Geographical distance, lack

of equipments, manpower, capacity due to which the Company cannot directly supply products

to the retailers. Hence a distributor is chosen to do that role.

A Distributor needs to be taken care of and proper coordination between the distributor and

the company needs to be there so that the product reaches effectively to the retailer. The

distribution system also needs to be there in proper place.

FACTORS TO BE TAKEN CARE OF WHILE SELECTING A DISTRIBUTOR

Selection of a Distributor is a crucial decision because it is he who is going to supply products

to the retailer. Therefore, there are various factors that have to be taken care of before selecting

a Distributor. They are as follows

Background of the Distributor- before selecting a distributor his background needs to be

known. Information about the distributor, his personal details ,his operations needs to be

known.

Potential of the Distributor- how many products can a distributor deliver in a single day, what

is the delivery time needs to be found out.

His Method of Working- Every distributor has his own way of working. Every distributor

manages his responsibilities in a different manner and achieves his target. Does a distributor

perform his work effectively and manage his people well also needs to be ensured.

Past Records- before selecting a distributor,his past records,his image in the market ,his

successful deals need to be found out so as to decide whether he is the right person or not.

Information can also be gathered about his past clients.

Number of Products he is Distributing- the nature and the type of product,ranges of the

product that the distributor is supplying convey a lot about his potential,calibre and efficiency.

Area of Distribution- the distributor should be willing to work in the area as required by the

company. Before deciding him for a particular area,care should be taken that the area is a

feasible option for him.

25

Ensuring Delivery Time- Delivery is the key aspect which builds relationship between the

retailer and the company. Hence, the delivery time of the distributor is extremely important.

Number of people available for Distribution- this is important for cost of the distributor and for

loading and unloading of goods.

Legal/Official documents of the Distributor-before cracking a deal they have to be checked

properly.

Distributors Policies- there has to be transparency in the operations. In case distributor has

fixed policies,rules they need to be cleared before signing the contract.

Storage Space-does the distributor have proper place to store the goods have to be observed.

How does a distributor manage his inventory, has to be observed thoroughly.

Capacity of the Vehicle used for Distribution- which vehicle is used for distribution,what is

the capacity of the van,how much quantity of goods can be loaded at one trip should be known

as they influence the cost.

COSTS OF THE DISTRIBUTOR

Whenever a Company approaches a distributor, he does not immediately agree to the offer.

There are various factors that need to be considered. There are various factors that influence is

decision. After getting an offer,the distributor first things about the Return on Investment,the

margins that he would be getting,his break -even point. Various things included in Cost of

Distributor are

Vehicle Cost

Fuel charges of Vehicle

Maintenance of Vehicle

Loading and Unloading Charges

Storage Cost

Salaries of Employees

Cost of Returned goods

26

A distributor gives priority to those products who have an established brand name and

reputation in the market. So a distributor focuses on either aquafina or bisleri and gives those

products first priority as far as the distribution.

9. SAHARA Q PACKAGED DRINKING WATER

Sahara Q Packaged Drinking Water is aimed at providing a clean and safe drinking water to

the consumers, which will contribute towards eliminating the invisible spread of disease and

illness that occurs through the consumption of contaminated water. The enterprise in water

chemistry and the latest technology to build state-of-art water plant and aseptic filling

technologies, the end result is quality product named Sahara Q Packaged Drinking Water.

The Water is derived from a natural source which then goes through series of filtration

processes, followed by UV and Ozone treatment and final packaging, global standards are

27

followed to ensure purity, quality, and superiority. The end result is crystal clear water that is

pure and safe for drinking. This is hygienically packaged into top quality tempered proof PET

bottle of various sizes for assurance and convenience. The plants are equipped with right tools

and techniques, so goals are achieved and perfection attained.

Nutritional Facts per 100 ml

Energy 0 kcal

Carbohydrates 0g

Of which sugar 0g

Protein 0g

Fat 0g

SWOT ANALYSIS IN THE INITIAL STAGE (Packaged drinking Water)

1. STRENGHTS

Brand Name Sahara

Correct time to Launch Packaged Drinking Water

Branded Product

Diverse SKUs in Water

2. WEAKNESS

Less Attractive Packaging

No Offers on 500 ml bottle

All the SKUs not currently available in the market

3. OPPORTUNITIES

Easier to Launch Water in the Summer Season

Price of Packaged Drinking water is competitive with the other organized players

Lot of promotions can be done in Malls, Point of Purchase, via Brochures, Danglers

and Stickers.

28

4. THREATS

Dominance of Aquafina and Bisleri in the Market

Higher Margins given to the retailers by Local players

Lack of Customer awareness

No promotions or advertisements about the product

Effective Distribution System of Competitors

Brand positioning of Organized Players

29

10. NATURAL MINERAL WATER & ENERGY DRINK

SAHARAS NATURAL MINERAL WATER

Saharas mineral water is sourced from artesian wells 400 ft below the ground in the pristine

Himalayan Valley of Kumaon, the water is bottled at source, micro - filtered under ultra

hygienic conditions, untouched by human hands from the source to bottle, and naturally

enriched with minerals that are good for the body. This water safe, nutritious and gives a

tasteful diet choice. It will energize and invigorate the person every time he drinks it. It will

also drastically reduce the medical costs associated with water borne illnesses.

From the foothills of Himalayas, the water is brought to the surface by the natural pressures of

the Earth making its water as purest. The sweetness of the water is rendered by the perfect

balance of minerals and its virgin origin. Q water minerals aid in digestion process through

maintaining and regulating the acid balance in the stomach and intestine with a contents of

30

chloride and Bicarbonates. Other than these minerals, this ground water contains other

important minerals like sodium, zinc, potassium and chloride.

With its unique Value vision, and its unflinching focus on Purity and Quality, Sahara Q Water

is about to change the way India looks at water and consumes it.

Nutritional Composition per 100ml

Calcium 3mg

Magnesium 1.4

mg

Fluorides 0.01

mg

Sodium 1mg

Chlorides 1 mg

Nitrates 0.6

mg

TDS 160-

212

PH -7.2

Natural Mineral Water

Water the lifeline of humankind is a scare resource. Inspire of covering almost 70% of earth

surface, there is only about 1% water which is available to us for general usage. We at, ETHIC

31

FOODS & BEVERAGES understand this notion and therefore offer Natural Mineral Water

which is 100% pure and natural gift from mother nature. We extract Water from 450 deep

artizon and thereafter subject it to strict quality supervision and processing. This ensures pure

and clear water which is processed without any human intervention and therefore is free from

any kind of contamination or chemical presence. Clients have been singing praises of the

Natural Mineral Water offered by us, because of its unmatched taste and unbeatable purity.

Why our Natural Mineral Water?

Sourced from natural sources such as 450 deep artizon

Subjected to strict quality testing and processing

Complete perseverance of freshness and natural essence

Free from any form of chemical presence

Unmatched taste and unbeatable purity

Widely demanded by :

Hotels

Hospitals

Schools

Embassies

Tourist spots

Packaging Available :

200 ml

250 ml

500 ml

1 litre

20 litres

32

11. SAHARA Q SHOP ENERGY DRINK

GBM-Vienna, Austria

This is an Austria based company. They specialize in making energy drinks. Red Bull which

is the most popular Energy Drink is also prepared here. Sahara Q NRG Drink is also prepared

here. The energy drink is imported from them and is then supplied to various places.

ENERGY DRINK MARKET IN INDIA

Long and erratic working hours and the increasing occurrence of social gatherings are driving

Indian consumers towards the consumption of energy drinks which are primarily classified as

non-alcoholic, caffeinated beverages and sports drinks. The popularity of energy drinks in India

is not merely due to its functional aspect as perceived in other countries. Over the past few

years, the sales of energy drinks have been driven by changing consumer lifestyle and

increasing demand for alcohol mixers. Their association with high octane sports such as the

Indian Grand Prix and with eating out has further boosted sales and increased consumer

awareness.

The Indian energy drinks market is currently estimated at ~USD 154.5 millionand is expected

to grow at a CAGR of 28-30%. This growth was mainly driven by an extraordinary

performance by Red Bull, which has been the most dominant player in the caffeinated energy

drink segment, and Gatorade, which is the leader in the sports drink segment. In order to offset

the increasing raw material price, fluctuation in foreign exchange rates and rise in electricity

costs, the current unit prices have increased for energy drinks. Energy drinks account for14-

15% of the non-alcoholic beverage segment and compete with other non-alcoholic beverages

such as soda and brewed coffee, both of which contain caffeine for energy boost, even if the

caffeine content is relatively lower than in energy drinks. Soda is the most consumed non-

alcoholic beverage while ready-to-drink tea also offers stiff competition as it provides the

benefits of anti-oxidants in addition to a boost of caffeine. Unlike the US and the UK markets,

energy shots are currently unavailable in the Indian market and

33

could serve as a potential business opportunity to expand the consumer base for the energy

drinks players.

PLAYERS IN THE MARKET

Red Bull

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In

terms of market share, Red Bull is the most popular energy drink in the world, with 4.6 billion

cans sold in 2011.

Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named

Krating Daeng which was first invented and sold in Thailand. He took this idea, modified the

ingredients to suit the tastes of westerners and, in partnership with ChaleoYoovidhya, founded

Red Bull GmbH in Austria. In Thai, daeng means red, and crating is the reddish-brown bovine

called a "gaur", which is an animal slightly larger than the bison. Red Bull is sold in a tall and

slim blue-silver can; in Thailand and in some parts of Asia it is sold in a wider gold can with

the name of Krating Daeng or Red Bull Classic The two are different products, produced

separately.

The company slogan is "Red Bull gives you wings and the product is marketed through

advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (RB

Leipzig, FC Red Bull Salzburg, Red Bull Brazil, Red Bull New York, Red Bull Racing,

Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull

Records.

Red Bull has been the target of criticism concerning the possible health risks associated with

the drink. A study by the European Food Safety Authority (EFSA) concluded that in the levels

used in popular energy drinks, like Red Bull, taurine and glucuronolactone are safe.

ARs 350-500-crore energy drinks market that is growing at about 25 per cent annually,

according to industry experts.

34

Tzinga

Tzinga is an energy drink manufactured by an Indian startup company Hector Beverages

Private Ltd. The startup has a manufacturing facility out of Gurgaon and has investments from

N. R. Narayana Murthy's venture capital fund, Catamaran Investment Private Ltd. along with

Footprint ventures and four angel investors.

Cloud 9

It is a unique combination of apple fruit juice and a multitude of energy rich ingredients This

combination has been thoughtfully concocted owing to its high antioxidant values and energy

boosting properties.

Offers great taste and health benefits found in natural juice.

Rio

Rio is a unique mix of exotic, tropical fruit juices combined with lightly sparkling spring water

to give a great tasting, healthier soft drink. Packed with Vitamin C, free from preservatives and

using only natural colours and flavors, Rio offers a great tasting, healthier drink guaranteed to

quench your thirst!

Monster

Monster Energy is an energy drink, launched by the Monster Beverage Corporation in 2002.

The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been

torn by the claws of a "monster". The company is also known for supporting many extreme

sports events such as BMX, Motocross, skateboarding and snowboarding. In addition, Monster

Energy promotes a number of music bands around the world, like Asking Alexandria, The

Word Alive, Shine down and Escape The Fate.

35

There are now 34 different drinks under the Monster umbrella in North America including its

core Monster Energy line, Java Monster, Extra Strength, Import and Rehab.

SAHARA Q NRG DRINK

36

SWOT ANALYSIS- ENERGY DRINKS

1. Strengths

Branded product

Association with Sahara

Quality product

Good packaging

Good Taste

2. Weakness

Only one SKU available

Price is high

3. Opportunities

Lot of opportunities for promotion

Product can be offered in more number of SKUs

Tie ups with retail and hotel chains

4. Threats

Lack of unawareness about the product

Dominance of Red Bull

Immense Trust of Retailers on Red Bull

No Promotions/ Television Advertisements

Customers Preference and Trust on Red Bull

Packaged Drinking Water/NRG Drink

Market Situation

Environment Changing Rapidly

System Evolving

Demanding

37

Professionally Driven

Merchandising Growing Importance

Restricted Marketing Environment

General Challenges faced by Seller/Companies

Cash Problematic Outlets

Retailer Not interested

Display Space Constraints

Competition

Achieved monthly Incentives

Excessive Outlets

Latest Planogram

Problem Solving

Communication

PLACES FOR TARGETING PRODUCTS

Corporate

Retail Outlets

Fine Dines

Restaurants

Food Joints

Aarey Shops

Dairy Shops

Pan Bidi Shops

Chemist Shops

Clubs

Cafes

Franchises

Hotels

Out of these I was a part of the HoReCa teams so apart from Clubs, Hotels, Cafes and

Corporate; we have handled almost every place.

38

RESEARCH METHODOLOGY

RESEARCH DESIGN

Research design is the significant and the most important part of research. It is the research

design or the method of research which decides the cost of the research. Therefore, this being

the most crucial part of research has to be decided carefully.

DESCRIPTIVE RESEARCH

The project is about the study of Sales and Distribution for water and Beverages. The research

conducted here is a Descriptive Research. This is because, the experience of selling, the

distribution channels, the method of creating awareness, promotions and selling has been

explained. The factors that affect a retailer while selecting a product, observations in HoReCa,

have all been described in this research. For an Observational study, Qualitative approach is

used. To understand the opinions, perceptions about the Retailers and Customers, Quantitative

technique is used. So descriptive research is conducted in this project. The analysis that is done

and the conclusions that are found out are on the basis of this descriptive research. In this

research there was lot of experiential learning. The market for he product was new and was

created by the researchers. The product was launched in the market towards the end of April.

The research started from may 1st week.

A purchase managers perception, his attitude towards the product , his reaction was very

closely observed. Questions were asked to him about the new products by Q Shop which were

being launched. He was asked about various things that were expected by him. A retailer plays

a key role in the distribution channels. This is because he is directly in contact with the

customers. As far as the consumers are concerned, towards the end of the project, few

customers were asked questions to know the awareness levels for sahara q shops products.

The results that have got have been recorded and analysed.

So on the whole, the research methodology is quite descriptive in nature because a qualitative

as well as a quantitative research has been undertaken and is further concluded.

39

DATA COLLECTION SOURCES

They are primary data and secondary data.

PRIMARY DATA

The main job was On field Sales. So the data is collected through primary sources. The

responses of the retailer, consumers have been recorded. So this is mainly first hand

information collected directly on field.

SECONDARY DATA

This data is collected from Company Websites, through promotional tools like pamphlets,

brochures which were given. The secondary data has been collected with the help of books,

journals, articles and websites.

DATA COLLECTION METHODS

The data was collected through 3 methods: - Interviews, observation and Questionnaire.

OBSERVATION

While doing on field sales various things were observed. Retailers reaction, his perception and

attitude was observed. The dominant players, their strategies, activities were observed. Also

important features about different type of retail outlets were observed.

QUESTIONNAIRE

This method was followed to know the responses of the purchase manager.

40

SAMPLING

Convenience sampling

The responses and opinions of purchase managers is recorded by using pie charts, bar graphs,

etc. These charts represent a certain number of a percentage of respondents, their preferences,

awareness levels, and their way of thinking in certain percentage or a quantifiable term. Hence

quantitative analysis is used to get the accurate data.

DATA ANALYSIS TECHNIQUE:

For most of the questions, the technique used for data analysis is simply finding out percentage

of a particular answer. On the basis of the percentages of various answers, the conclusions were

formed.

CLASSIFICATION OF DATA:

All the data collected is only Primary Data.

PROCESSING AND ANALYSIS OF DATA:

The responses of the retailers were noted and measured using Tally marking. The measured

data was later inserted into MS excel to calculate percentages, create pie charts.

41

RESULTS AND INTERPRETATION:

Details of the Outcome of the Research:

1. Are you aware about the brand?

Interpretation:

Many of the purchase managers that we visited were not aware about the brand called

Sahara q shop. However few of them were skeptical about it as they already had tied up

with some other brands.

23%

77%

Are you aware about the brand?

yes no

42

2. Do keep drinking water in your outlet?

Interpretation:

From the above analysis we come to know that about 85% of the outlets had packaged drinking

water. As people in todays world are more health conscience they prefer to drink packaged

drinking water over tap water. And hence due to increasing demand of the product most of the

hotels, restaurants and even cafes.

85%

15%

Do you keep drinking water in your outlet?

yes no

43

3. Which brands drinking water do you have?

Interpretation:

Though Sahara q shop has less awareness in the market however the purchase managers have

other options to go for which are in the market since a long time. Thus from the above analysis

we come to know that most hotels, restaurants, cafes have bisleri in their Freezers which is

closely followed by aquafina . It is then followed by kinely and other brands. The other brands

comprise of brands like oxyrich and mcdowells.

41%

32%

16%

8% 3%

Which brands drinking water do you have?

bisleri aquafina kinely oxyrich mcdwolles

44

4. Which is the most preferred brand?

Interpretation:

The most preferred packaged drinking water by customers is bisleri. This is because it is the

most popular brand in the market. Also from a consumer perspective whenever a new

Brand is introduced in the market then the first preference will always go for the existing brand

and if the consumer trust the brand then only he will go for it. However the established brands

get a lot of business from corporate, hotels and cafes because the consumer is already aware of

the quality of the brand.

53%38%

7%

2%

Which is the most preferred brand?

bisleri aquafina kinely others

45

5. Why is the above answer the most preferred brand?

Interpretation:

The brand which has the highest sales in the market is bisleri which is then followed by

aquafina. The reason why bisleri is preferred most in the HoReCa is because of its distribution.

The purchase managers who keep multiple brand drinking water in their freezers say that the

Distribution network of bisleri is better than the other brands. Some purchase managers prefer

bisleri because of its overall efficiency and the service that they provide which other brands

find it difficult to offer..

.

49%

8%5%

10%

28%

Why is the above answer the most preferredbrand?

good distribution quality factor more demand margin All of the above

46

6. Are you willing to buy this brand?

Interpretation:

From the above analysis it is clear that there are 38% of the purchase manager are willing to

buy the product but they are not very sure about it as it is the new enterant in the market. The

reason been Sahara q water has not quite been able to penetrate more in the market is they are

not able to trust the new brand at the start. Only a few outlets were ready to purchase which

can be seen in the above chart.

27%

35%

38%

Are you willing to buy this brand?

yes no may be

47

7. If the answer to the above question is no then why?

Interpretation:

From the above analysis it is clear that in the market Sahara q water is not much preferred as it

has the highest price in the market compared to the other existing brands. To get the more

number of market share the product should be trusted by the buyers in the market. It should

first try to promote the product in such a way that it reachs the maximum number of target

audience which will ultimately increase in sales. There are many factors which affects the sales

of the product some of which are mentioned above in the question.

17%

26%

31%

22%

4%

If the answer to the above question is no then why?

never heared not interested high price no proper distribution others

48

8. What is the satisfaction level of sahara q water?

Interpretation:

The satisfaction level of Sahara q water in the HoReCa is not satisfactory.Sahara q shop needs

to come up with new strategy and explore the untapped areas. The Awareness level of Sahara

q shop is quite less among the consumers thus it needs to create awareness among the

consumers by coming up with print ads, T.V commercials and also promoting by providing

more danglers to retailers. Through this the consumer will get

More aware about the product offered by the company.

36%

64%

Satisfaction level of sahara Q water?

yes no

49

CONCLUSIONS

This project was about the drinking water segment of Sahara Q shop which due to intense.

Competition from its competitors is continuously losing its market share in Mumbai.

Distribution is a key factor in determining the growth of any brand in the packaged drinking

water and natural drinking water segment. Sahara q shop lacks in its distribution network. Also

in this project different parameters on which the sale of Sahara q sop depends are studied,

analyzed from the distributors, retailers and consumers perspective. The awareness level of

Sahara q products is less in Mumbai, thus sahara needs to create awareness among the masses.

Sahara q should explore the untapped areas and open new outlets. So the company should take

every step possible to contain these problems which in some way or the other affects the sale

of Sahara q products and its retailer.

50

RECOMMENDATIONS AND SUGGESTIONS

Sahara q shop should come up with schemes for customers along with retailers as it would be

a real boost to the sales.. This will help the company to get back its lost customers. Sahara q

shop can also come up with a scheme for consumers like discount on grocery or any other

product on purchase of a given amount of Sahara q products. Sahara q shop should invest more

on advertising. They should come up with more Print ads, T.V Commercials, banners, boards

and hoardings so that the awareness level among the Sahara q shop must improve its

distribution network since majority of the retailers are facing the problem of improper

distribution of drinking water and NRG drink. Instead of visiting the retail stores thrice a week,

Sahara q shop should start sending its Salesman almost every day so that the retailer will never

face a problem of shortage of products. Sahara q shop must remove all the communication

barriers and misconceptions between retailers and distributors by effective communication

from time to time. Quality of Sahara q products is very nice when compared to other existing

brands in the market, however when compared to bisleri the prizes are very steep, thus prize of

the sahara q products should be reduced and more margin should be provided to retailers so

that they will get more inclined towards buying sahara q products. It was seen during the survey

that the stock get spoiled because of improper storage facilities and also the trucks which are

used for distributing products are not maintained at a proper place. This could be avoided by

implementing proper storage facilities. Finally the Company should adopt short period

incentive system in order to make it more friendly and achievable.

51

SCOPE FOR FUTURE WORK

The findings will help the company in improving its current system and thus will also help

them in implementing more effective and corrective measures for the proper functioning of the

drinking water department. Due to this the awareness among the masses will also increase and

more customers will be inclined towards buying Sahara q products.

52

BIBLIOGRAPHY

http://www.saharaqshop.com/shop/faces/jsp/qQualityRevolution.jsp

http://en.wikipedia.org/wiki/Sahara_India_Pariwar

http://timesofindia.indiatimes.com/business/india-business/Sahara-opens-315-Q-Shops-

creates-record/articleshow/19588866.cms