sanjeevini mineral water

M/S SANJEEVINI MINERAL WATER, RANNA BELAGALI

ACKNOWLEDGEMENT

I hereby take the opportunity to open down a “note of thanks” to all those people, who have contributed a lot in various ways during the dissertation work. A dissertation of this magnitude is a result of guidance, support, and cooperation of these people, and I would like to acknowledge them.

.I am greatly indebted to Mr. Mahadev S Mantur (Managing Director), for helping in getting the approval from the company my project and also special to him, who despite his busy schedule took time to proffer infallible support and constructive suggestions that, helped in completion of the project.

I thank to our honourable Director Dr.R.G.Allagi for giving me a big opportunity to complete my project.

I express my sincere gratitude to Prof Ashok.P.Utagi for has valuable guidance in this project; he has been a constant source of inspiration. I sincerely thank for all her support and guidance throughout this dissertation work.

I am thankful to parents, friends, who have been uploading me in prayers. I end this note with countless thanks to the Almighty

PLACE:

DATE:

Mr. Sachin V Algur

B V V SANGHA’S INSTITUTE OF MANAGEMENT STUDIES, BAGALKOT


DECLARATION

Mr. Sachin V Algur the undersigned with RCU examination registration No MB142023

hereby declare that the project report entitled “A Study on Evaluation of Brand Image at Harsh Bindu

Packaged Drinking Water, Ranna Belagali in Bagalkot Dist” has been prepared by me under the

supervision and guidance of Prof. Ashok.P.Utagi faculty member of BVVS INSTITUTE OF

MANAGEMENT STUDIES, BAGALKOT. The report is submitted to Rani Channamma University,

Belagavi in partial fulfilment of the university rules and regulations for the award of the degree of

master of business administration in marketing specialization.

I further declare that this report is based on the original research report undertaken by me

and has not formed a basis for the award of any other degree of RCU or any other University

DATE: SIGNATURE:

PLACE: Bagalkot NAME: SACHIN V ALGUR

Examination registration No: MB142023

TABLE OF CONTENTS



SL.NO TITILE(PART-A) PAGE NO.

Executive Summary

1 Introduction

1.1Background of the Study 1.2 Statement of the Problem 1.3 Objectives of the Study

12-33-44

2 Literature Review 5-6

3 Research Methodology 7-8

4 Industry Profile

Company profile

4.1 Historical Background

4.2 Vision & Mission

4.3 Organizational Structure - Different Departments

4.4 Product /Service Profile

4.5 Area of Operation

4.6 Business Practices – Finance/HR/Marketing/Operations

4.7 Future Plans

4.8 SWOT Analysis

9-11

12-13

14

15

16-20

21

21-22

23

23-24

5 Data Analysis 25-51

6 Findings 52-54

7 Recommendation 55

8 Conclusion 56

9 Bibliography 57

10 ANNEXURE 58-61



EXECUTIVE SUMMARY

M/S Sanjeevini Mineral Water established in the year 2013 it as a very good Reputation in the market and from the voice of the retailers, customer demand, & the product standing in the market, it is clear that Harsh Bindu Packaged Drinking Water is having a well trained, efficient and technically sound retailers.

Sanjeevini Mineral Water Organization initiated this project to assess the market Brand Image of Harsh Bindu Packaged Drinking Water in terms marketing evaluation, brand image is prerequisite to the brand management in the present market. The main motive of this project to analyzing the Brand awareness from the point of retailers Study involves carrying out the preliminary research to gain insight in to the present market –current trends, growth, price, quality level, Customer’s attitude towards the Brand and their Perception. Analysis the requirement and designing the questionnaire, taking interviews of different type of Customers and retailers outlets, collecting and analyzing data and identifying leads that will quality for offering formulating recommendations for Harsh Bindu of Sanjeevini Mineral Water Belagali In the present scenario of competitive marketing every business institutions requires preparing Brand Positioning to utilize their resources and environmental resources efficiently. At this stage of learning process, it feels of knowing different brand Concepts. Many opportunities were grabbed to study some of the Concepts followed by Harsh Bindu Packaged Drinking Water Company. This study is going to explain some of those concepts which researches had applied in practical during my summer training program.

According to the findings Harsh Bindu is one of the Superior packaged drinking water companies. This is not only provides best quality but also maintains good relationship with Retailers and Customers.



1 INTRODUCTION

All living things need water. The Earth is full of water. Water is the most essential element, next to air, to our survival. Water makes up more than two thirds of the weight of the human body, and without it, we would die in a few days. Water is important to complete daily life and to maintain our body health. Thirty years ago „packaged drinking water‟ barely existed. Nowadays the product forms an essential business by its stable and still growing market – locally and globally. Packaged drinking water can be described as any product, including natural spring or well water, taken from municipal or private utility systems or other water, distilled water or any of the foregoing to which chemicals may be added and which are put into sealed bottles, packages or other containers, to be sold for domestic consumption or culinary use. In 2013 the global packaged drinking water market is forecast to have a value of $94.2 billion, an increase of 41% since 2007. This increasing trend reveals that the product meets the demand of countless consumers.

Water forms an essential part of every human being. Since it is a human necessity it makes best sense to do business in. As a normal human being requires an average of 2-3 liters of water everyday and world population is more than one billion (growing at 2-3% annually) the business opportunity is enormous and the potential is largely untapped.

The bottled water industry is estimated to be a whopping `. 1600 crores business. It has grown at a rate of 38-40% annually over the past four years. Initially bottled water brands like the French manufactured Damone were promoted at clubs, fitness centres, cinemas, department stores, malls, ice-cream parlors, cafes and retail sports outlets, besides restaurants, hotels and supermarkets with a price tag of ` 70/- for 1 liter bottle. Other brands later began pitching for the larger middle class and lower middle class markets.

1.1 BACKGROUND OF THE STUDY



“A Study on Evaluation of Brand Image At Harsh Bindu Packaged Drinking Water in Bagalkot Dist.”

M/s SMW of packaged drinking water manufacturing company was established in RANNA BELAGALI Owner by Mrs. S M Mantur with investment of Rs. 1,75,00,000.00 has owned.

The objective of the firm was to manufacture clean, hygienic packaged drinking water.

Nowadays, brands are seen more than just symbols and names: brands are major assets of a company due to the fact that “a brand represents everything that a product or service means to consumer.”

Companies should understand the fact that building up a positive brand image depends on possessing high brand awareness, because when a brand is well established in the memory it is easier for associations to be created and attached. That is the reason why brands should be carefully developed and managed.

Purpose of the study

The purpose of this study is to analyze the importance of brand image and brand awareness from the perspective of Packaged Drinking Water Company. As a result of this study the goal is to find out the brand image and brand awareness of the case company;

Definitions of the study

In this research, the following definitions are used to determine the key words: Brand, Brand Image, Brand Awareness and Consumer Perception:

Brand:”A trade name used to identify a specific product, manufacturer or distributor” (Pallister & Law, 2009, p. 68).

Brand Image: “Brand image is defined as a set of perceptions about a brand as reflected by the brand associations held in consumers' memory.” (Keller, 1993, p. 3)

Brand Awareness:”Brand awareness measures the ability of a potential customer to recognize or to recall a brand when faced with a purchase decision in a specific product category” (Aaker, 1991, p.61).

Consumer Perception: "Customer perception is the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world" (Shiffman & Kanuk, 1997, p.144)

Background of the analysis



The overall goal of this thesis was to answer to the research question “How do consumers perceive of mineral water companies?” The Frame of References is used to provide an overview of what literature says about different theories that are directly or indirectly implied to the research problem.

The following concepts were introduced in The Frame of References: Brand, characteristics of brand, building successful brands, branding, brand knowledge, brand image, brand awareness, the awareness pyramid, achieving brand awareness, the value of brand awareness, brand identity and brand equity. The aim was to discover the central concepts related to brand image and brand awareness to justify the best theories to use for answering to the research question. In this study, the main concentration was in brand awareness which, by Keller, makes it easier for consumers’ to identify the brand in a specific product category. (2003)

The essential parts of literature review have been encapsulated in chapter 2, The Frame of References, which provides the basis of this study. The Frame of References is mainly based upon the findings of Aaker (1991), DeChartony & McDonald (1992, 1998), Kapferer (1997), Keller (1993, 1998, 2003, 2008).

1.2 STATEMENT OF THE PROBLEM

The major problem of the company is that it is Inadequate Consumer perception & Consumer awareness towards Harsh Bindu Packaged Drinking Water.

The problematic situation that gave rise to this study was that Consumer perception & Consumer awareness towards Mineral water is a very sensitive subject from the point of view of Water. In conclusion of the previous statement, mineral water can benefit from knowing what kind of perception consumers have of them. A drinking water which seeks to succeed needs thorough knowledge of current and potential markets for its services: it must be able to identify customers and distinguish them from consumers. In this regard, this study was decided to carry out in order to research the phenomenon of perceptions that consumers have towards mineral water. This led to research problem formulation which is the following: what kind of image consumers have and how aware they are of Harsh Bindu Packaged Drinking Water Company.

SCOPE OF THE STUDY



In today’s scenario Infrastructure is in Boom, so there is lot of construction works takes place in a broad way. For that the main raw material is mineral water. But there are many players are huge competition in mineral in water industries. So it is very important to set competitive strategies to beat the competitors, where a market plays a vital role.

The Sanjeevini mineral water is a term, which in various areas is understood differently. However, all definitions of mineral water have in common a characterization that natural minerals water is a ground water possessing extraordinary purity and chemical properties, which may positively affect the state of the population health and may have even medical effects in same areas distribution of bottled natural minerals waters represents the main source of drinking water for the majority of the population.

The issues of global pollution of the environment accentuate the qualitative aspects connected with sources of potable ground water not only in the industrial but also in the developing countries. Therefore, the important and demand for mineral waters are sharply increasing worldwide.

Mineral waters in the form of the so-called bottled waters belong among the most of the important food commodities. The use of mineral water in balneology, balneotherapy and in prevention of the various diseases is becoming more intense. Consequently, the hydro geologists are facing the problems of increasing demand for the natural mineral waters and the search for the resources. Securing of continually increasing volumes of extremely high quality ground water generates simultaneous rising requirements on the protection of the existing resources.

NEED OF THE STUDY

To analyze the importance of brand image and brand awareness from the perspective of Packaged Drinking Water Company.To understand the customer requirement and improve the required service in the organisation.

1.3 OBJECTIVES OF THE STUDY

To study Brand positioning of SMW

To analyse the brand awareness level of SMW

To study the concepts of Brand image

To measure the consumer perception towards Brand image

To study the impact of brand image on customer’s Attitude towards the brand.

2 LITERATURE REVIEW



1 The Impact of Brand Image on Consumer Behaviour: A Literature Review

Abstract

The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study.

The Literature Review about Brand Image

According to Park et al. (1986), the construction and maintenance of the brand image is prerequisite to the brand management [1]. Theoretically, all products and services could be demonstrated by functional, symbolic or experimental elements, through which brand image is established. Up to now, scholars haven’t come to an agreement on the definition of brand image. Throughout prior literature, researchers define brand image mainly from four perspectives: blanket definitions, meanings and messages, personification, cognitive or psychological elements.

2 THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC

Abstract The purpose of this study is to examine the effect of brand image benefits on

satisfaction and loyalty intention in the context of colour cosmetic product. Five brand image benefits consisting of functional, social, symbolic, experiential and appearance enhances were investigated. A survey carried out on 97 females showed that functional and appearance enhances significantly affect loyalty intention. Four of brand image benefits: functional, social, experiential, and appearance enhances are positively related to overall satisfaction. The results also indicated that overall satisfaction does influence customers' loyalty. The results imply that marketers should focus on brand image benefits in their effort to achieve customer loyalty. Keywords: brand image, satisfaction, loyalty, brand strategy, color cosmetic product

Literature review of brand image

According to Hsieh, Pan, and Setiono (2004), "a successful brand image enables consumers to identify the needs that the brand satisfies and to differentiate the brand from its competitors, and consequently increases the likelihood that consumers will purchase the brand" (p. 252). A company or its product/ services which constantly holds a favorable image by the public, would definitely gain a better position in the market, sustainable competitive advantage, and increase market share or performance (Park, Jaworski, & MacInnis, 1986).



Reynolds (1965) noted that "an image is the mental construct developed by the consumer on the basis of a few selected impressions among the flood of the total impressions; it comes into being through a creative process in which these selected impressions are elaborated, embellished, and ordered" (p. 69).

Kotler (2001) defined image as "the set of beliefs, ideas, and impression that a person holds regarding an object" (p. 273).

Keller (1993) considered brand image as "a set of perceptions about a brand as reflected by brand associations in consumer's memory" (p. 3).

A similar definition to Keller's was proposed by Aaker (1991), whereby brand image is referred to as "a set of associations, usually organized in some meaningful way" (p. 109).

Biel (1992) however defined brand image as "a cluster of attributes and associations that consumers connect to the brand name" (p. 8).

Brand image has been conceptualized and operationalized in several ways (Reynolds & Gutman, 1984; Faircloth et al., 2001). It has been measured based on attributes (i.e. Koo, 2003; Kandampully & Suhartanto, 2000); brand benefits/ values (i.e. Hsieh et al., 2004; Roth, 1995; Bhat & Reddy, 1998); or using Malhotra's (1981) brand image scale (i.e. Faircloth et al., 2001). Measuring image based on the above definition would help marketers to identify the strengths and weaknesses of their brand as well as consumers' perceptions toward their product or services.

To Keller (1993), attributes are "descriptive features that characterized a product or service – what a consumer thought the product or service is or has and what is involved with its purchase or consumption". As for benefits, these are considered "the personal value consumers attach to the product or service attributes – that is, what consumers think the product or service can do for them" (p. 4).

Keller (1993) described that this image benefits can be classified into functional, experiential and symbolic benefits, which was originally derived from the work of Park et al. (1986). experiential benefits refer to "what it felt like to use the product or services and usually correspond to the product related attributes".

For brand attitude, Keller (1993) referred to Wilkie's (1986) definition of brand attitudes which was "consumers' overall evaluations of a brand" (p. 4). Overall, image can generate value in terms of helping customer to process information, differentiating the brand, generating reasons to buy, give positive feelings, and providing a basis for extensions (Aaker, 1991).

3. RESEARCH METHODOLOGY



3.1 Research design

Research design is simply the framework or plan for a study. For the study i.e for conducting the research I selected the “Descriptive” research design is used in the study.

3.2 Sampling

Sampling Method adopted Systematic sampling the scope of the study is Bagalkot city the number of samples collected is 100 units.

Sample size

Sample size: 100

The sample size, which is taken for the study is of 100 customers at Sanjeevini Mineral Water, was randomly selected. These samples were been provided with a complete set of questions on which the information was elicited and their response was recorded. A questionnaire on was drafted in such a way that it covered the various aspects of the required subject.

Sample unit:

The study conducted Sanjeevini Mineral Water in Bagalkot city on following departments.

Production department

Marketing department

Research Techniques:-

Structured Questionnaires

Personal Interviews

Statistical tools. Tables / Chart.

Sampling Method

Simple Random sampling

Method of Data Collection

Survey method

3.3 DATA SOURCE



Primary research (collection of data that does not yet exist)

Secondary research (summary, collection and/or synthesis of exist research)

Methodology is the systematic method or an activity, which is used to collect the information required to complete this project work.

The data is collected by two methods

Primary Data

The primary data refers to the collecting of data in which the raw data will be collected by conducting the sample survey from 100 respondents by the method of structured Questionnaire and the data will be analyzed and interpreted.

Secondary Data

The secondary data will be collected be analyzing different types of magazines, news papers, research reports, annual reports of the company etc.

3.6 Limitation of study

The study is restricted to the 100 respondents.

The study is restricted within Bagalkot district.

The study may not be accurate because of the respondents are less.

The respondents may have given bias answers.

Limited time of just 2 months.

4 INDUSTRY PROFILE & COMPANY PROFILE

INDUSTRY PROFILE



4.1 History of Bottled Water Industry

The earliest bottled water company was founded in the United States in the middle of the 19th century. In 1845, the Ricker family of Maine bottled and sold water from a so far unidentified source. Their small operation quickly grew; capitalizing on the spring’s supposed medicinal properties, eventually became the Poland Springs water company. Mirroring the Ricker success, in 1905, the Ozarka Spring Water Company was founded in Eureka Springs, Arkansas. Since then, bottled water landscape has expanded tremendously. This expansion has come mostly recently, and it seems to be the acceleration of a slowly expanding industry. Between the early part of the 20th century and its end, there was little activity in the bottled water industry.

Bottling companies eventually formed their own lobbing group in 1950 in order to promote their product, and have only been recently successful. Now, there are hundreds of companies and thousands of brand names of bottled water, and worldwide consumption is in the billions of dollars. Currently, both the Ozarka and Poland Spring brands are owned by Nestlé, and are part of Nestlé’s seventy-five US water brands.

It was in the early 19th century, when the market showed a noticeable change in Europe and captured a great part of the beverage market share. The real boost of bottled water commenced in 1968 when the French company ‘Vital’ revolutionarily launched the first plastic bottled water- aimed for general public consumption. With France and Germany on top with their highest sales in volume, Europe became an established and leading market.

Bottlers marketed the product to consumers as safer, healthier, refreshing, more reliable and above all, better than other soft drinks. Moreover, consumers had become more health conscious and in some parts of the world tap water was unavailable or unsafe. These drivers were the beginning of a booming global bottled water market.

Earlier bottled drinking water was privileged to high class, foreign tourist and highly health conscious people but the present decade has witnessed increasing popularity among average consumers, increasing living standards, disposable income, education and awareness among the consumers domestic and foreign tourist, sophisticated business houses and offices has increased rapidly the sales of bottled water in recent years.

The growing demand for bottled water speaks volumes of the scarcity of clean drinking water and the quality of tap water. It has become an icon of healthy lifestyle emerging in India. Selling – ‘safety’ – i.e. pure and simple water has now become one of the fastest growing industries in India despite the harsh truth it is build on the foundation of bad governance, inequality and obvious exploitation. However, bottled water provides the distance advantages of convenient packing, consistent quality and is ubiquitous.

This particular industry in India has never looked back after the economic liberalization process of 1991-92. In fact the fastest growth in the consumption of bottled water in the world has been recorded in India according to a new study conducted by the US based earth policy institute.



According to Bureau of Indian Standards (BIS), there are 1200 bottling plants (out of which 600 are in the state of Tamilnadu) and 200 brands of packed drinking water across the country (nearly 80% of which are local) hitting over the markets which thoroughly signifies the market is big, even by international standards.

These are boom time for the Indian bottled water industry – more so because the economics are sound. India is the tenth largest bottled water consumer in the world. The consumption of smaller units of 500 ml has increased by around 140% perceptibly. Even school children are carrying the 500 ml packs in their school bags. The 20 liter bulk water jars have found phenomenal acceptance in house hold and at workplace. With the growing market size, one can imagine the employment opportunity being created with the surge in bottled water industry.

The bottled water market is dominated by major player such as Cococola, Pepsico, Parle K.K. Beverages, Manikkchand, Tata-Mount Everest. Although we have a large number of players, Parle was the pioneer among the major player when it was launched in India, 35 year s ago.

Market segmentation of bottled water in India

Segment Share (%)

North 25East 10West 40South 25

Purifying and Treating Water

People want drinking water that is free of bacteria, sparkling and without an objectionable take or odour. Water in its natural state seldom has these qualities. So, after water is drawn from source, it is piped into a treatment plant. The plant put the water through one or several process, depending on the quality of the untreated water, and the city’s standards. Many cities use three levels of processing which are:

1. Coagulation and setting 2. Filtrations 3. Disinfection

Indian Bottled Water Industry is Growing Exponentially

Year Million cases

1990-91 2.2



1991-92 2.6

1992-93 3.5

1993-94 4.7

1994-95 6.5

1995-96 8.5

1996-97 11.5

1997-98 15.5

1998-99 20

1999-2000 26

2000-01 33

2001-02 44.5

2002-03 55.6

2003-04 68.15

2004-05 82

2005-06 97

2006-07 112.85

2007-08 129.85

2009-10 146.8

2009-10 164.45

2014-15 264*

4. COMPANY PROFILE

M/s Sanjeevini Mineral Water was established in Feb 2013 with ISI certified registered company & laboratory is BIS Registered for packaged drinking water analysis as per



IS14543:2004, CM/L 4792584. Harsh Bindu set up a plant in Ranna Belagali for Packaged Drinking Water, Mrs. Savita M Mantur is Owner of this company and it is maintained by managing director Mr. Mahadev S Mantur. Harsh Bindu of Sanjeevini Mineral Water will be packed in clean, hygienic, colourless, transparent and tamperproof material made up of polyethylene Terphthalate (PET). M/s SMW Plant Follows water is passed through Sand, carbon filter, 5 micron Cartridge Filtration (4 No’s Filter cartridge), membrance then Reverse Osmosis (R. O) Process & Hygienic practices for collection of Drinking water, its Treatment, Filling, Packaging, Storage, Transport, are safe for Human consumption. The unit is proposed to produce 3.6 lakh bottles (1 liter) of packaged drinking water per month. The company dispatch the finished goods after 48 hrs and release the stock of Packaged Drinking Water after getting the reports completely from in- house laboratory.

The company maintains the physical and financial resources efficiently and effectively. These resources when combined helps in maintain and retaining customer’s expectations to achieve the targets of the company. The company invested the capital Rs. 1,75,00,000.00 and the company has increased the profit 30% per year. The growing demand for bottled water speaks volumes of the scarcity of clean drinking water and the quality of tap water. It has become an icon of healthy lifestyle emerging in Karnataka State.

Name of the firm M/s Sanjeevini Mineral Water

Product “Harsh Bindu” Packaged Drinking Water



Logo

Year of establishment Feb 2013

Proprietorship Owned

Owner Ms Savita M Mantur

Managing Director Mr Mahadev S Mantur

Capital investment Rs. 1,75,00,000.00

Number of Employees 10 Workers

Competitors Omkar, Gokool, Aqualinc and others

Slogan Don’t waste it, Just taste it!

Address: M/s Sanjeevini Mineral Water,Sy. No. 194/2, Navalgi Road, Ranna Belagali,Tal: - Mudhol,Dist: - Bagalkot – 587113,Karnataka.

Units of Production Kiloliter (1 kl = 1,000 l )

Production per day or per shift 25 Kiloliter per day

Technology Used Reverse osmosis( R.O )OutputTurbidity :- 0 NTUPH :- 6-5-7.2Bacteria :- 0.0T.D.S :- 30+/-5

4.2 VISION & MISSION



Vision

“We aim to become the most Clean & Hygienic of Quality conscious water provider in Karnataka state.”

Mission

“Harsh Bindu is to provide Healthy & Purified water, Water crisis by implementing our SMW product lines around the state, The SMW Provides a cheaper, eco-friendly & more viable alternative to bottled water.”

4.3 ORGANISATION STRUCTURE


Management


4.4 PRODUCT /SERVICE PROFILE

PROCESS FLOW CHART/ DIAGRAM PACKAGED DRINKING WATER


Finance

Manager

HR

Manager

Purchase Manager

Production Manager

Marketing

Manager

Quality Control

AccountantPurchase

Clerk

Sales

Promoter Dispatcher

Chemist

Micro

Biologist

Bottle & can

Cleaning

Personnel

Plant

Operators

Labelling & Packing

Personnel

Loading

Personnel


Raw water from Bore well

Storage tank (Capacity – 20000 liters. *2 Nos.)

Hypochlorite or Chlorine Disinfection Treatment

Sand Filtration

Activated Carbon Filtration

5 Micron Cartridge Filtration (1 No Filter Cartridge)

Reverse Osmosis Unit

R.O Treated water S.S Storage Tank (Capacity- 3000 lit)

Post Micron cartridge Filtration (0.45 micron & 0.20micron)

UV Sterilization

Product water Tank (capacity-300 liters.) Ozone Disinfection

Filling station (20 lit per jar, 1 lit per bottle, 500ml pet bottle)

Storage & Testing as per STI

PROCESS OF HARSH BINDU PACKAGED DRINKING WATER



MARKS DESCRIPTION RWT ROW WATER TANKRWP RAW WATER PUMP

D P1 DOSING PUMP FOR DECHLORNATION

D P2 DOSING PUMP FOR ANTISCALENT

S F SAND FILTRATION

C F CARBON FILTER

C E CATRIDGE FILTER

M F MICRON FILTER

H P P HIGH PROCESSING PUMP

ROTWT R O TREATED WATER TANK S S

P.F.F.P POST FILTER FOOD PUMP

U V ULTRA VIOLET

F.T.W.T FINAL TREATED WATER TANK

O 3 OZONATOR



STAGES OF HARSH BINDU PACKAGED DRINKING WATER

After extracting the raw water, the water is stored in the tank called storage tank.

There are different stages in this process they are:

1st stage

Initial densification: It is done with initial densification and required doses of Hypochlorite or Chlorine Disinfection are pumped continues along with water, which is to be processed.

2nd stage

After 1st stage is passed through Sand Filtration.

3rd stage

After 2st stage is passed through activated carbon channels. Activated carbon is having capacity to absolve all type chemicals.

4th stage

Next the water is passed through 5 micron (1 no Filter Cartridge) so that if any particle which is present in the water is removed.

5th stage

After 4th stage is passed under high pressure through high pressure pump to the R.O Membrane.

6th stage

Reverse Osmosis: (R. O) This is very important stage in this process. At R.O only pure water is

permitted and waste is rejected. The permitted water is not suitable for drinking because of hypo tonicity so; it is blended with raw water.

7th stage

The portable water is stored as S.S Storage Tank (Capacity- 3000 lit) stainless steel

8th stage

After the 7th stage It is passed through Post Micron cartridge Filtration (0.45 micron & 0.20micron). This filtration removes any Bactria present in the water.

9th stage

Next stage is UV Sterilization



10th stage

Ozone DisinfectionNext the water stored in Product water Tank (capacity-300 liters.)

11th stage

The next stage is Filling station (20 lit per jar, 1 lit per bottle, 500ml pet bottle)

12th stage

This is the last stage of the process. The last stage of process is that storage & Testing as per STI

REVERSE OSMOSIS (R.O) UNIT:-

Water is passed through 5 micron (1no’s cartridge) after sand & carbon filter.The water quality of R.O. Output is as follow:-

Turbidity : - O NTU

PH : - 6-5-7-2

Bacteria : - 0.0

T.D.S :- 30+/-5

STORAGE SECTION-

Treated (permute) water is stored in s.s316 storage tank (3000lit) & pass through micron filter series VIZ-0.45 & 0.2 each micron pp pleated (2 Nos) and UV STERILISER. Then this water is treated with ozone.

OZONATION PROCESS-

Objective is to kill microbiological organisms and adding sweet taste in water. Ozone GENERATOR is made of s.s.316 & designed to get contact time to produce water ozone in order to kill all micro-organism present in the system.



FILLING SECTION: -

Filling operation consists of the following steps-

i) Washing of Caps.ii) Disinfection of Caps.iii) Rinsing of bottles with ozonated water, filling of bottle & filling of bottles on

monoblock machine, all operation carried out hygienically without direct contact with hand and fingers.

iv) Inspecting for physical particles using inspection Lamps Board.

PROCESS QUALITY CONTROL POINTS: -

To collect samples for conducting physicals / chemical / Microbiological quality control tests following process quality control points are identified.

1) Raw water storage tank.

2) Before UV system.

3) After UV system.

4) OZONE Reaction tank.

5) Bottle Rinser.

6) Final Product after Filling.

PRODUCT



4.5 AREA OF THE OPERATION:

The area of the study was Bagalkot Dist and the sample size includes 100 respondents.

4.6 BUSINESS PRACTICES – FINANCE/HR/MARKETING/OPERATIONS

MARKETING DEPARTMENTS

Marketing and Distribution:

Distributing agency holders does both marketing and distribution.

Distribution:

Distributing agency is given, by studying the following.

Back ground.

Negotiation and Marketing skills

Communicating skills

Other business

Distribution channels:


Manufacture

Distributor

Retailer

Consumer


There are more than 30 distribution centres.

M/s Sanjeevini Mineral Water has their own vehicles which are used in transporting the products to the distribution centres.

Firstly the distributor calls for the order in an advance. After receiving the order the products will be packed and send to the distributor. The means of transportation is road transportation.

Purchasing Department:Purchasing department buy the raw materials. Machinery and all other goods and services used in the production system. The purchasing department is the key player in the achievement of the company’s objectives. The organisation has fixed their suppliers for their particular raw materials. By identifying the best quality of raw materials they have fixed the suppliers.

Raw materials required for the organisation are given below: Raw water

Caps

20 liter cans

Performs of 1 liter and 2 liter bottles

Pouch roll

Distribution centres

Mudhol

Jamkhandi

Lokapur

Belagum

Hubli

Dharwad

Badami

Vijapur

Indi

Mahalingpur

Kudachi

Ramdurga



Savadhati

Mudalagi

Hunagund

Sindagi

Bilagi

Talikoti

Banahatti

4.7 FUTURE PLANS

M/s SMW Company is planning to start New Jeera soda Plant.

The brand positioning of SMW stresses on pure, clean and safe drinking water.

SMW expects 75% of its volume to come from bulk parts of 1 lt. and 2 lt.

4.8 SWOT ANALYSIS

Strengths

To establish brand image through quality product.

It is using reverse osmosis technology.

Consumers are more health conscious

The customers are very loyal and faithful towards the company.

Distribution channel is very strong and more profitable.

SMW had become a symbol of quality, reliability and real value.

To increase sales by 30% per year.

Good price

Weakness



Fewer workers.

Less advertisement facilities.

Promotion of the product is rare.

The company has to market in a intense way.

Distribution network is not scattered geographical.

Not meeting the demand of the customer.

Opportunity

Company can use more of its production capacity.

Recent government policies of promoting water business give huge scope for the Betterment of the business.

They can build brand image in state market.

Can increase its market share by advertisements and aggressive marketing.

Municipalities are supplying impure water.

Fast growing field

Threats

Cost of labour is less.

Competitors like Omkar and Gokool.

Less workers.

Strong distribution channel of the other manufacturers.

Entering of new players.

5. DATA ANALYSIS1. Do you prefer packaged drinking water?



Statistics

Do you prefer packaged drinking water?

N Valid 100

Missing 0

Mean 1.1400

Std. Deviation .34874

Interpretation

Out of 100 respondents the 86% respondents prefer packaged drinking water.

2. Why do you buy mineral drinking water?


Frequency Percent Valid PercentCumulative

Percent

Valid Yes 86 86.0 86.0 86.0

No 14 14.0 14.0 100.0

Total 100 100.0 100.0


StatisticsWhy do you buy mineral drinking water?

N Valid 100

Missing 0

Mean 2.4800

Std. Deviation 1.15889

Frequency Percent Valid Percent Cumulative Percent

Valid For good health 27 27.0 27.0 27.0

General water is not Hygienic water

25 25.0 25.0 52.0

Safe drinking 21 21.0 21.0 73.0

clean 27 27.0 27.0 100.0

Total 100 100.0 100.0

Interpretation

Above diagram shows that 27% of Respondents buy for Good Health, 25% for General

water is not hygienic water, 21% for safe drinking, 27% for clean.

Most of the respondents for Good health and clean water. 3. Which brand of packaged drinking water do you prefer most?


StatisticsWhich brand of packaged drinking water do you prefer most?

N Valid 100

Missing 0

Mean 1.4900




Valid Harsh Bindu 76 76.0 76.0 76.0

Omkar 10 10.0 10.0 86.0

Gokool 6 6.0 6.0 92.0

Aqualinc 5 5.0 5.0 97.0

Others 3 3.0 3.0 100.0

Total 100 100.0 100.0

Interpretation

Above graph shows that 76% of respondents prefer the Harsh Bindu, 10% Omkar, 6% Gokool, 5% Aqualinc, 3% Others (Kinely, Billey, Bisleri).

Most of the respondents prefer the Harsh Bindu Mineral water. 4. What is the ranking of "Harsh Bindu" brand in your mind?


Statistics

What is the ranking of "Harsh Bindu" brand in your mind?

N Valid 100

Missing 0

Mean 2.5300




Percent

Valid Value for Money 20 20.0 20.0 20.0

Consistency 19 19.0 19.0 39.0

Superior 49 49.0 49.0 88.0

Low-Down 12 12.0 12.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 20% respondents ranked Value for money, 19% consistency, 49% for Superior, 12% Low-Down.

The above diagram shows most of respondents Ranked on Superior.

5. How Harsh Bindu is desired brand similar to existing brands in the marketplace?


StatisticsHow is Harsh Bindu desired brand similar to existing brands in market place?

N Valid 100

Missing 0

Mean 2.4100




Percent

Valid Excellent 34 34.0 34.0 34.0

Good 25 25.0 25.0 59.0

Average 14 14.0 14.0 73.0

Satisfactory 20 20.0 20.0 93.0

Poor 7 7.0 7.0 100.0

Total 100 100.0 100.0

Interpretation

34% respondents they mentioned Harsh Bindu is Excellent Brand similar to existing brands in market place, 25% Good, 14% Average, 20% Satisfactory, 7% Poor.

Most of the Respondents they mentioned Harsh Bindu is Excellent Brand similar to existing brands in market place.

6. Does Harsh Bindu have the discipline to stay true to our Brand Level?


Percent

Valid Yes 83 83.0 83.0 83.0

No 17 17.0 17.0 100.0

Total 100 100.0 100.0


StatisticsDoes Harsh Bindu have the discipline to stay true to our brand level?

N Valid 100

Missing 0

Mean 1.1700



Interpretation

Above table indicates 100 respondents out of 83% respondents mentioned ‘Yes’ Harsh Bindu has the discipline to stay true in brand level, 17% respondents mentioned ‘No’.

Most of the respondents Mentioned Harsh Bindu has the discipline to stay true in brand level.

7. Would you recommend Harsh Bindu Mineral water to others?


StatisticsWould you recommend Harsh Bindu Mineral water to others?

N Valid 100

Missing 0

Mean 2.3200




Valid Definitely 33 33.0 33.0 33.0

Probably 30 30.0 30.0 63.0

Might or Might not 18 18.0 18.0 81.0

Probably Not 10 10.0 10.0 91.0

Definitely Not 9 9.0 9.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 33% respondents will definitely recommend Harsh Bindu Mineral water to others, 30% probably, 18% Might or Might not, 10% probably not, 9% Definitely not.

Most of respondents mentioned definitely will recommend Harsh Bindu Mineral water to

others. 8. Are You Aware about Harsh Bindu Mineral Water?


StatisticsAre you aware about Harsh Bindu Mineral water?

N Valid 100

Missing 0

Mean 1.1800




Valid Yes 82 82.0 82.0 82.0

No 18 18.0 18.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 82% respondents are aware about the Harsh Bindu Mineral water, 18% respondents are unaware on Harsh Bindu Mineral water.

Most of respondents are aware on Harsh Bindu mineral water.

9. How did you become aware of Harsh Bindu Mineral Water?


StatisticsHow did you become aware of Harsh Bindu Mineral water?

N Valid 100

Missing 0

Mean 3.0600




Valid Banners & Hoardings 13 13.0 13.0 13.0

Pamphlets 29 29.0 29.0 42.0

News paper 14 14.0 14.0 56.0

Sales Persons 27 27.0 27.0 83.0

Others 17 17.0 17.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 13% respondents become aware by the Banners & Hoardings, 29% Pamphlets, 14% News paper, 27% Sales Persons, 17% others.

Most of respondents become aware by the Pamphlets.

10. When you hear about Mineral Water, can you recall Harsh Bindu Packaged

Drinking Water?


StatisticsWhen you hear about mineral water can you recall Harsh Bindu Mineral water?

N Valid 100

Missing 0

Mean 1.1800




Valid Yes 82 82.0 82.0 82.0

No 18 18.0 18.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 82% respondents are recall Harsh Bindu Mineral water, 18% respondents will not recall Harsh Bindu Mineral water.

Most of respondents mentioned ‘Yes’ when they hear about mineral water they can recall Harsh Bindu Mineral water.

11. What do you think about Brand Harsh Bindu?


StatisticsWhat you think about Brand Harsh Bindu?

N Valid 100

Missing 0

Mean 2.2000




Valid Strongly Favourable 33 33.0 33.0 33.0

Somewhat Favourable 39 39.0 39.0 72.0

Undecided 10 10.0 10.0 82.0

Somewhat unfavourable 11 11.0 11.0 93.0

Strongly unfavourable 7 7.0 7.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 33% respondents are think Harsh Bindu is Strongly Favourable, 39% somewhat favourable, 10% undecided, 11% somewhat unfavourable, 7% Strongly Unfavourable.

Most of respondents are think about Harsh Bindu is somewhat favourable

12. Do you have trust in Brand Harsh Bindu?


Statistics

Do you have trust in brand Harsh Bindu?

N Valid 100

Missing 0

Mean 1.4900




Valid Yes 69 69.0 69.0 69.0

No 13 13.0 13.0 82.0

Can't say 18 18.0 18.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 69% respondents trust in brand Harsh Bindu Mineral water, 13% respondents mentioned no trust, & 18% respondents mentioned Can’t say.

Most of the respondents trust in Brand Harsh Bindu.

13. Do you think you will talk about Harsh Bindu to your friends and relatives?


StatisticsDo you think you will talk about Harsh Bindu to your Friends and Relatives?

N Valid 100

Missing 0

Mean 1.4800




Valid Yes 72 72.0 72.0 72.0

No 8 8.0 8.0 80.0

Can't Know 20 20.0 20.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 72% respondents will talk about Harsh Bindu to their Friends and Relatives, 8% respondents mentioned No, & 20% respondents mentioned Can’t know.

Most of respondents will talk about Harsh Bindu to their Friends and Relatives.

14. What is your Opinion about Taste of Harsh Bindu Brand compared to others?



StatisticsWhat is your opinion about taste of Harsh Bindu brand compared to others?

N Valid 100

Missing 0

Mean 2.1200



Valid Very Good 40 40.0 40.0 40.0

Good 31 31.0 31.0 71.0

Average 13 13.0 13.0 84.0

Bad 9 9.0 9.0 93.0

Very Bad 7 7.0 7.0 100.0

Total 100 100.0 100.0

Interpretation Above table indicates 100 respondents out of 40% respondents mentioned Very good

about the taste of Harsh Bind Brand compared to others, 31% Good, 13% Average, 9% Bad, 7% Bad.

Most of respondents mentioned the taste of Hash Bindu is Very Good.

15. What improvements you would like to see in Harsh Bindu Mineral water?




Valid Quality 24 24.0 24.0 24.0

Healthier water 16 16.0 16.0 40.0

Low pricing 28 28.0 28.0 68.0

Good packaging 32 32.0 32.0 100.0

Total 100 100.0 100.0

Interpretation

Above table indicates 100 respondents out of 24% respondents suggested to improve the quality of water, 16% Healthier water, 28% for Low pricing, 32% for Good packaging.

Most of the respondents suggested to improving the Good packing. 16. What attracts you towards Harsh Bindu packaged drinking water?


StatisticsWhat improvements you would like to see in Harsh Bindu Mineral water?

N Valid 100

Missing 0

Mean 2.6800


StatisticsN Valid 100

Missing 0

Mean 3.2500




Valid Popularity 18 18.0 18.0 18.0

Pure water & Taste 18 18.0 18.0 36.0

Brand Image 4 4.0 4.0 40.0

Availability 46 46.0 46.0 86.0

Price 9 9.0 9.0 95.0

Others 5 5.0 5.0 100.0

Total 100 100.0 100.0

Interpretation Above table indicates 100 respondents out of 18% respondents attracted by Popularity,

18% for Pure water and taste, 4% for Brand Image, 46% for Availability, 9% for Price & 5% others.

Most of the respondents are attracted by the easy availability of Harsh Bindu Mineral water in market place.

17. Rank the Brands on the basis of their preference?



Statistics

Harsh Bindu Omkar Gokool Aqualinc Kinley Aqua fresh BisleriN Valid 100 100 100 100 100 100 100

Missing 0 0 0 0 0 0 0

Mean 1.8600 2.5400 3.5800 4.4200 5.2200 5.9300 4.4600

Std. Deviation 1.19781 1.35154 1.31947 1.55817 1.54776 1.26535 2.07155

Interpretation Above table indicates 100 respondents out of 56% respondents mentioned 1st Rank to

Harsh Bindu Mineral water, 21% for 2nd Rank, 8% for 3rd Rank, 11% for 4the Rank, 4% for 4th

rank. Most of respondents mentioned 1st Rank to Harsh Bindu Mineral water.

17)B Omkar

Frequency Percent Valid Percent Cumulative PercentValid 1st Rank 23 23.0 23.0 23.0

2nd Rank 29 29.0 29.0 52.03rd Rank 34 34.0 34.0 86.04th Rank 7 7.0 7.0 93.05th Rank 2 2.0 2.0 95.06th Rank 2 2.0 2.0 97.07th Rank 3 3.0 3.0 100.0Total 100 100.0 100.0



Valid 1st Rank 56 56.0 56.0 56.0

2nd Rank 21 21.0 21.0 77.0

3rd Rank 8 8.0 8.0 85.0

4th Rank 11 11.0 11.0 96.0

5th Rank 4 4.0 4.0 100.0

Total 100 100.0 100.0


Above table indicates 100 respondents out of 23% respondents mentioned 1st Rank to Omkar Mineral water, 29% for 2nd Rank, 34% for 3rd Rank, 7% for 4th Rank, 2% for 5th Rank, 2% for 6th Ran, 3% for 7th Rank.

Most of respondents mentioned 2nd rank to Omkar Mineral water.

17)C Gokool


Percent

Valid 1st Rank 5 5.0 5.0 5.0

2nd Rank 16 16.0 16.0 21.0

3rd Rank 28 28.0 28.0 49.0

4th Rank 26 26.0 26.0 75.0

5th Rank 19 19.0 19.0 94.0

6th Rank 4 4.0 4.0 98.0

7th Rank 2 2.0 2.0 100.0

Total 100 100.0 100.0



Interpretation

Above table indicates 100 respondents out of 5% respondents mentioned 1st Rank to Gokool Mineral water, 16% for 2nd Rank, 28% for 3rd Rank, 26% for 4th Rank, 19% for 5th Rank, 4% for 6th Rank, 2% for 7th Rank.

Most of respondents mentioned 3rd rank to Gokool Mineral water.

17)D Aqualinc


Percent

Valid 1st Rank 3 3.0 3.0 3.0

2nd Rank 11 11.0 11.0 14.0

3rd Rank 14 14.0 14.0 28.0

4th Rank 19 19.0 19.0 47.0

5Th Rank 28 28.0 28.0 75.0

6th Rank 16 16.0 16.0 91.0

7th Rank 9 9.0 9.0 100.0

Total 100 100.0 100.0



Interpretation

Above table indicates 100 respondents out of 3% respondents mentioned 1st Rank to Aqualinc Mineral water, 11% for 2nd Rank, 14% for 3rd Rank, 19% for 4th Rank, 28% for 5th

Rank, 2% for 6th Rank, 9% for 7th Rank.Most of respondents mentioned 5th rank to Aqualinc Mineral water.

17)E Kinley


Percent

Valid 1st Rank 3 3.0 3.0 3.0

2nd Rank 4 4.0 4.0 7.0

3rd Rank 5 5.0 5.0 12.0

4th Rank 18 18.0 18.0 30.0

5Th Rank 19 19.0 19.0 49.0

6th Rank 28 28.0 28.0 77.0

7th Rank 23 23.0 23.0 100.0

Total 100 100.0 100.0



Interpretation

Above table indicates 100 respondents out of 3% respondents mentioned 1st Rank to Kinely Mineral water, 4% for 2nd Rank, 5% for 3rd Rank, 18% for 4th Rank, 19% for 5th Rank, 28% for 6th Rank, 23% for 7th Rank.

Most of respondents mentioned 6th rank to Kinely Mineral water.

17)F Aqua fresh


PercentValid 1st Rank 1 1.0 1.0 1.0

2nd Rank 1 1.0 1.0 2.03rd Rank 3 3.0 3.0 5.04th Rank 9 9.0 9.0 14.05th Rank 13 13.0 13.0 27.06th Rank 31 31.0 31.0 58.07th Rank 42 42.0 42.0 100.0Total 100 100.0 100.0



Interpretation

Above table indicates 100 respondents out of 1% respondents mentioned 1st Rank to Aqua fresh Mineral water, 1% for 2nd Rank, 3% for 3rd Rank, 9% for 4th Rank, 13% for 5th

Rank, 31% for 6th Rank, 42% for 7th Rank.

Most of respondents mentioned 7th rank to Aqua fresh Mineral water.

17)G Bisleri


Percent

Valid 1st Rank 9 9.0 9.0 9.0

2nd Rank 18 18.0 18.0 27.0

3rd Rank 8 8.0 8.0 35.0

4th Rank 10 10.0 10.0 45.0

5th Rank 15 15.0 15.0 60.0

6th Rank 18 18.0 18.0 78.0

7th Rank 22 22.0 22.0 100.0

Total 100 100.0 100.0



Interpretation

Above table indicates 100 respondents out of 9% respondents mentioned 1st Rank to Bisleri Mineral water, 18% for 2nd Rank, 8% for 3rd Rank, 10% for 4th Rank, 15% for 5th Rank, 18% for 6th Rank, 22% for 7th Rank.

Most of respondents mentioned 7th rank to Bisleri Mineral water. 18. How has been your experience with the usage of the Harsh Bindu Mineral Water?


Valid Much better 34 34.0 34.0 34.0

Somewhat Better 29 29.0 29.0 63.0

About the same 20 20.0 20.0 83.0

Somewhat worse 14 14.0 14.0 97.0

Much worse 3 3.0 3.0 100.0

Total 100 100.0 100.0


StatisticsHow has been your experience with the usage of the Harsh Bindu Mineral water?

N Valid 100

Missing 0

Mean 2.2300



Interpretation The 34% respondents mentioned their experience is Much better towards Harsh Bindu

Mineral water, 29% for Somewhat Better, 20% for about the same, 14% for Somewhat worse, 3% for Much worse.Most of respondents mentioned their experience is Much better.

19. Are you satisfied with Brand of Harsh Bindu Mineral water?


StatisticsAre you satisfied with brand of Harsh Bindu mineral water?

N Valid 100

Missing 0

Mean 2.2000




Valid Highly satisfied 31 31.0 31.0 31.0

Satisfied 37 37.0 37.0 68.0

Neither Satisfied nor Dissatisfied

18 18.0 18.0 86.0

Dissatisfied 9 9.0 9.0 95.0

Highly Dissatisfied 5 5.0 5.0 100.0

Total

100 100.0 100.0



Interpretation Above table indicates 100 respondents out of 31% respondents mentioned Highly

Satisfied with brand of Harsh Bindu Mineral water, 37% Satisfied, 18% Neither Satisfied nor Dissatisfied, 9% Dissatisfied, 5% Dissatisfied.Most of respondents Satisfied with brand of Harsh Bindu Mineral water.

20. What is the ranking of Harsh Bindu Brand in your mind? * Are you satisfied with brand of Harsh Bindu Mineral water? Correlation.

Correlations

What is the ranking of "Harsh Bindu" brand in

your mind?

Are you satisfied with brand of Harsh

Bindu mineral water?

What is the ranking of "Harsh Bindu" brand in your mind?

Pearson Correlation 1 .183

Sig. (2-tailed) .068

N 100 100

Are you satisfied with brand of Harsh Bindu mineral water?

Pearson Correlation.183 1

Sig. (2-tailed) .068

N 100 100Interpretation:

The Ranking of “Harsh Bindu” brand in customers mind & Satisfied with Brand of Harsh Bindu in between the correlation is 0.183.

21. Would you recommend Harsh Bindu Mineral water to others? * Are you satisfied with brand of Harsh Bindu mineral water? Cross tabulation

Are you satisfied with brand of Harsh Bindu mineral water?

TotalHighly

satisfied Satisfied

Nither Satisfied nor Dissatisfied Dissatisfied

Highly Dissatisfied

Would you recommend Harsh Bindu Mineral water to others?

Definitely 20 10 3 0 0 33

Probably 8 19 3 0 0 30

Might or Might not

3 6 8 1 0 18

Probably Not 0 2 3 5 0 10

Definitely Not 0 0 1 3 5 9

Total 31 37 18 9 5 100



Interpretation:The 20 respondents Highly satisfied, 10 satisfied, 3 satisfied and they definitely

recommend Harsh Bindu Mineral water to others, 8 respondents Highly satisfied, 19 respondents satisfied and They Probably Recommend Harsh Bindu Mineral water to others.

22. Does Harsh Bindu have the discipline to say true to our brand level? * What attracts you towards Harsh Bindu Mineral water? Cross tabulation

What attracts you towards Harsh Bindu Mineral water?

TotalPopularityPure water

& Taste Brand Image Availability Price Others

Does Harsh Bindu have the discipline to say true to our brand level?

Yes

No

16 18 4 41 4 0 83

2 0 0 5 5 5 17

Total 18 18 4 46 9 5 100

Interpretation:

The 16 respondents attracted by Popularity 18 for pure water, 41 for Availability and they mentioned yes Harsh Bindu have the discipline to say true in brand level. Rest of 5 respondents For Availability 5 for price,5 for Quantity and quality of water respondents says no Harsh Bindu have the discipline to say true in brand level.

23. What is your opinion about taste of Harsh Bindu brand compared to others? * Ranking of Harsh Bindu Cross tabulation

17)A Harsh Bindu

Total1st Rank 2nd Rank 3rd Rank 4th Rank 5th Rank

What is your opinion about taste of Harsh Bindu brand compared to others?

Very Good 34 4 2 0 0 40

Good 17 9 2 3 0 31

Average 5 7 1 0 0 13

Bad 0 1 2 5 1 9

Very Bad 0 0 1 3 3 7 Total 56 21 8 11 4 100

Interpretation:



The 34 respondent’s opinion is very good and they are mentioned 1st rank to the Harsh Bindu,

17 respondents opinion is Good and they mentioned 2nd Rank to Harsh Bindu Mineral water.

6. FINDINGS

1. The 86% of people prefer packaged drinking water and rest of the 14% respondents are not use.

2. The 27% of Respondents buy for Good Health, 25% respondents for General water is not hygienic water, 21% for safe drinking, and 27% for clean.

3. The 76% of respondents prefer the Harsh Bindu Mineral water, 10% respondents prefer Omkar Mineral water, 6% Gokool, 5% Aqualinc, 3% others like Kinely, Bisleri, Billey.

4. The 49% respondents ranked Superior to Harsh Bindu Mineral water, 20% respondents ranked Value for money, 19% consistency, , 12% Low-Down.

5. The 34% respondents they mentioned Harsh Bindu is Excellent Brand

similar to existing brands in market place, 25% for Good, 14% Average,

20% Satisfactory, and 7% for Poor.

6. The 83% respondents mentioned ‘Yes’ Harsh Bindu has the discipline to stay true in brand level, 17% respondents mentioned ‘No’.

7. The 33% respondents will definitely recommend Harsh Bindu Mineral water to others, 30% are mentioned probably, 18% Might or Might not, 10% probably not, 9% Definitely not.

8. The 82% respondents are aware about the Harsh Bindu Mineral water rest of 18% respondents are unaware on Harsh Bindu Mineral water.

9. The 29% respondents become aware by the Pamphlets, 27% respondents become aware by the Sales Persons, 14% News paper, 13% Banners & Hoardings, 17% others are word of mouth by the Friends and relatives.

10. The 82% respondents are recall Harsh Bindu Mineral water rest of 18% respondents will not recall Harsh Bindu Mineral water.



11. The 39% respondents are think Harsh Bindu is Somewhat Favourable, 33% respondents think Strongly favourable, 11% somewhat unfavourable, 10% undecided, 7% Strongly Unfavourable.

12. The 69% respondents trust in brand Harsh Bindu Mineral water, 13% respondents mentioned no trust, & 18% respondents mentioned Can’t say.

13. The 72% respondents will talk about Harsh Bindu to their Friends and Relatives, 20% respondents mentioned Can’t know, 8% respondents mentioned No.

14. The 40% respondents mentioned Very good about the taste of Harsh Bind Brand compared to others, 31% respondents Mentioned Good, 13% Average, 9% Bad, and 7% for Bad.

15. The 32% of respondents suggested to improve the Good packaging, 28% for Low pricing, 24% for quality of water, 16% Healthier water.

16. The 46% respondents attracted by easy Availability Harsh Bindu Mineral water in market place, 18% respondents attracted by Popularity, 18% for Pure water and taste, 4% for Brand Image, 9% for Price & 5% others.

17. A. 56% respondents mentioned 1st Rank to “Harsh Bindu Mineral water”, 21% for 2nd Rank, 8% for 3rd Rank, 11% for 4the Rank, 4% for 4th rank.

B. 29% respondents mentioned 2nd Rank to Omkar Mineral water, 23% for 1st Rank, 34% for 3rd Rank, 7% for 4th Rank, 2% for 5th Rank, 2% for 6th Ran, 3% for 7th Rank.

C. 26% respondents mentioned 4th Rank to Gokool Mineral water, 28% for 3rd Rank, 19% for 5th Rank, 16% for 2nd Rank, 5% for 1st Rank, 4% for 6th Rank, 2% for 7th Rank.

D. 28% respondents mentioned 5th Rank to Aqualinc Mineral water, 19% for 4th Rank, 11% for 2nd Rank, 14% for 3rd Rank, 2% for 6th Rank, 9% for 7th Rank, 3% 1st Rank.

E. 28% respondents mentioned 6th Rank to Kinely Mineral water, 23% for 7th Rank, 19% for 5th Rank, 18% for 4th Rank, 3% 1st Rank, 4% for 2nd Rank, 5% for 3rd Rank.



F. 42% respondents mentioned 7th Rank to Aqua fresh Mineral water, 31% for 6th Rank, 1% 1st Rank, 1% for 2nd Rank, 3% for 3rd Rank, 9% for 4th Rank, 13% for 5th Rank.

G. 22% respondents mentioned 7th Rank to Bisleri Mineral water, 9% 1st Rank, 18% for 2nd Rank, 8% for 3rd Rank, 10% for 4th Rank, 15% for 5th Rank, 18% for 6th Rank.

18. The 34% respondents mentioned their experience is Much better towards Harsh Bindu Mineral water, 29% for Somewhat Better, 20% for about the same, 14% for Somewhat worse, 3% for Much worse.

19. 37% respondents mentioned Satisfied with brand of Harsh Bindu Mineral water, 31% Highly Satisfied, 18% Neither Satisfied nor Dissatisfied, 9% Dissatisfied, and 5% Dissatisfied.

20. Reliability Statistics Cornbach’s Alpha is 0.777.

21. The Ranking of “Harsh Bindu” brand and Satisfied with Brand 0.183 Correlations.

22. The 20 respondents Highly satisfied, 10 satisfied, 3 satisfied and they definitely recommend Harsh Bindu Mineral water to others, 8 respondents Highly satisfied, 19 respondents satisfied and They Probably Recommend Harsh Bindu Mineral water to others.

23. The 16 respondents attracted by Popularity 18 for pure water, 41 for Availability and they mentioned yes Harsh Bindu have the discipline to say true in brand level. Rest of 5 respondents For Availability 5 for price,5 for Quantity and quality of water respondents says no Harsh Bindu have the discipline to say true in brand level.

24. The 34 respondents opinion is very good and they are mentioned 1st rank

to the Harsh Bindu, 17 respondents opinion is Good and they mentioned

2nd Rank to Harsh Bindu Mineral water.



7. RECOMMENDATION

The main factor influencing customers to purchase their product is Branded & quality, and then later comes Price & Easy availability. So there is a great opportunity for the Harsh Bindu Mineral water if they improve & maintain quality.

The company should take-up Brand awareness programs at health club, schools & Nursing homes.

Harsh Bindu mineral water should get the feedback by its customers regarding its services.

Advertisement needs to build the Brand Image that will provide the required ground to establish the authenticity to the product.

As the customers are satisfied with the Brand and quality it has opportunity to expand its business to the nearby locations and grab larger market share.

It can also target more other segments of customers to reach and try to get more big contractors are people are much prefer their 20 liters cans and improve their business.

The firm can come up with the more new distribution strategies to wide spread towards different, location.

o Company can build your own specialized sales team to prospect and close deals directly with customers.

The company should also come out with other innovative products in the market (Jeera soda plant).

The company need to concentrate on the packaging of the water as some customers have rated it low.



8. CONCLUSION

From this study it is concluded Brand image is the key driver in mineral water industry. Brand of Harsh Bindu Mineral water rank is superior in market place. Good packing & Low pricing should be adopted to acquire potential customers and beat the competitors. Harsh Bindu services constantly hold a favourable image in public, would definitely gain a better position in the market. Here for customer awareness sales persons & pamphlets play very important role in minerals water industry mainly in Bagalkot, Mudhol, Jamkhandi, and Mahalingpur.

This counts much to get the brand of Harsh Bindu is Excellent Brand similar to existing brands in market place. Omkar & Aqua fresh is the main competitor in the mineral water industry in Bagalkot Dist. Hence the company should build new strategies according to the technology changes and with the innovative and convenient products to carry the easily to the long distance and use them safely.



Bibliography

1. Marketing Management By: Philip Kotler

2. Research methodology By: C R Kothari Gaurav Garg

3. Brand Image By: Kotler Bhat & Reddy Hsieh, Pan, and Setiono

4. Websites www. brand-image .com www.managementstudyguide.comwww.economictimes.com

5. News papers & Magazines Economic times Times of India Business World (Magazines)

6. Materials Company Broachers and Reports Pamphlets


http://www.economictimes.com/

http://www.managementstudyguide.com/

http://www.brand-image.com/


ANNEXURE

QUESTIONNAIRE

Dear Sir/Madam

I am pleased of introduce myself ‘Mr. Sachin V Algur’ as MBA student of B V V’S Institute of Management Studies, Bagalkot. As a part of our curriculum, I have undertaken a research “A Study on Evaluation of Brand Image at Harsh Bindu Packaged Drinking Water, Ranna Belagali in Bagalkot Dist” adopted by ‘ Harsh Bindu Packaged Drinking Water’, RANNA BELAGALI.

So I kindly request you to please spend your precious time with us in filling this questionnaire.

Name : ___________________________________________

Address : ___________________________________________

Phone no : ___________________________________________

Email ID : ___________________________________________

1) Do you prefer packaged drinking water?

A. Yes B. No

2) Why do you buy Mineral Drinking water?

A. For good health C. Safe Drinking

B. General water is not D. Clean Hygienic water

E. Others Please Specify: ___________________________________

3) Which brand of packaged drinking water do you prefer most?

A. Harsh Bindu C. Gokool



B. Omkar D. Aqualinc

E. Other: ___________

4) What is the Ranking of Harsh Bindu brand in your mind?

A. Value for money C. Superior

B. Consistency D. Low-Down

E. Other:_________________

5) How is Harsh Bindu desired brand similar to existing brands in the marketplace?

A. Excellent

B. Good

C. Average

D. Satisfactory

E. Poor

6) Does Harsh Bindu have the discipline to stay true to our Brand Level?A. Yes B. No

7) Would you recommend Harsh Bindu Mineral water to others?

A. Definitely

B. Probably

C. Might or Might Not

D. Probably Not

E. Definitely Not

8) Are You Aware about Harsh Bindu Mineral Water?

A. Yes B. No

9) How did you become aware of Harsh Bindu Mineral Water?

A. Banners & Hoardings C. News paper

B. Pamphlets D. Sales Persons

E. Others please specify:_____________________________



10) When you hear about Mineral Water, can you recall Harsh Bindu Packaged

Drinking Water?

A. Yes B. No

11) What do you think about Brand Harsh Bindu?

A. Strongly Favourable

B. Somewhat Favourable

C. Undecided

D. Somewhat unfavourable

E. Strongly unfavourable

12) Do you have trust in Brand Harsh Bindu? A. Yes

B. No

C. Can’t say

13) Do you think you will talk about Harsh Bindu to your friends and relatives? A. Yes B. No C. Can’t Know

14) What is your Opinion about Taste of Harsh Bindu Brand compared to others?A. Very good

B. Good

C. Average

D. Bad

E. Very Bad

15) What improvements you would like to see in Harsh Bindu Mineral water?A. Quality C. Low Pricing

B. Healthier water D. Good packaging

16) What attracts you towards Harsh Bindu packaged drinking water?

A. Popularity C. Brand Image



B. Pure water &Taste D. Availability

E. Price F. Other: _______________

17) Rank the Brands on the basis of their preference?

(Rank 1 stands your first preference ... Rank 7 stands for your last preference)

1st 2nd 3rd 4th 5th 6th 7th

A. Harsh Bindu

B. Omkar

C. Gokool

D. Aqualinc

E. Kinley

F. Aqua fresh

G. Bisleri

18) How has been your experience with the usage of the Harsh Bindu Mineral Water?

A. Much Better

B. Somewhat Better

C. About the same

D. Somewhat worse

E. Much worse

19) Are you satisfied with Brand of Harsh Bindu Mineral water?

A. Highly Satisfied

B. Satisfied

C. Neither Satisfied nor Dissatisfied

D. Dissatisfied

E. Highly Dissatisfied

***Thank You***
