Download Projcet on Packaged Drinking Water Compny...
A PROJECT REPORT ON
"A Market Research for the Brand Awareness and Competitive Analysis of Packaged Drinking Water" FOR "Shree Industries Pvt.ltd Latur (Meridian aqua)"
BY "MR. Ingle Rahul Mahadev"
UNDER THE GUIDANCE OF "Prof. Deepak Bachuwar”
SUBMITTED TO "UNIVERSITY OF PUNE" IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA) 2010-2012
THROUGH VIDYA PRATISHTHAN'S INSTITUTE OF INFORMATION TECHNOLOGY, BARAMATI, 413 133.
1
CERTIFICATE This is to certify that Mr. Ingle Rahul Mahadev is a bonafide student of our Institute. He has successfully carried out his Summer Project entitled ―A market research for the brand awareness and competitive analysis of packaged drinking water‖ for ―Shree industries Pvt.ltd Latur‖ This is the original study of Mr. Ingle Rahul Mahadev. The report is submitted in partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) 2010-2012 as per the rules of the Pune University.
Dr. A. B. Kharpas (H.O.D. , V.I.I.T)
Dr. Amol C. Goje (Director, V.I.I.T)
External Examiner's Name
Signature
1.__________________________________
_____________
2.__________________________________
_____________
2
GUIDE CERTIFICATE
This is to certify that Mr. Ingle Rahul Mahadev has completed his project on ―A market research for the brand awareness and competitive analysis of packaged drinking water‖ with special reference to ―Shree industries Pvt.ltd Latur‖ under my guidance satisfactorily. The project work is of original nature and not copied from any other earlier project work and further no part of it has been submitted to any other University as a Partial fulfillment of condition for passing any examination.
Place: - Baramati Date: -
Prof. Deepak Bachuwar (VIIT, Baramati)
3
DECLARATION
I undersigned hereby declare that the summer project under the title “A market Research for The Brand Awareness and Competitive Analysis of Packaged Drinking Water”. Written and submitted under the guidance of Prof. Deepak Bachuwar is my original work. The empirical findings in this work are based on the data collected by myself. While preparing this report, I have not copied contents form any other report or source. I have prepared this report independently and I have gathered all the relevant information personally. I have prepared this project for partial fulfillment of M.B.A. (Marketing) Post Graduate Course. I also agree in principle not to share the vital information with any other person outside the organization and will not submit the project report to any other university.
Place-
(Ingle Rahul Mahadev)
Date-
4
ACKNOWLEDGEMENT
This acknowledgement is not merely a catalogue of names but an expression of deep sense of gratitude to all those who help me in this project and for giving their assistance for completing the project successfully. A successful project is the result of the good teamwork , which contains not only the people who put in their logic and the hard work but also those who guide them. Words are the only thing on which this world is existence. I would like to thanks and express my feeling for all of them who had played crucial role in the completion of my project work with their experience and knowledge. First of all i thanks to Mr. S. D. Kadam (M.D.– Shree Industries) and Mr. Sudrashan Kharade (Area Manager ) who had given me opportunity to complete my project in their organization and also for their guidance and knowledge shared by them during completion of project. I am kindly thankful of our Director Dr. Amol Goje sir and project guide Prof. Deepak Bachuwar for their expert knowledge and enthusiastic guidance for completion of my project. I would also like to thanks all my friends and all VIIT family for their kind support in completion of my project Indeed words fail to express my profound sense of gratitude and heartfelt indebtedness to my beloved parents. I am also thankful to all of them who are directly or indirectly involved in driving this project to a success.
Ingle Rahul Mahadev
5
INDEX
Chapter No. Name of Chapters 1.
Introduction of the study
2.
Company Profile
3.
Conceptual background and Theoretical background
4
Research Methodology:
5
Data Analysis & Interpretation
6
Findings & Observations
7
Suggestions & Conclusion
8
Limitations
9
Bibliography
10
Page No.
Annexure
6
Chapter No.1 Introduction of the study
7
INTRODUCTION OF THE STUDY
The Researcher has completed his project in ―Shree Industries Pvt.ltd. Latur‖ under the title of ―A Market Research for The Brand Awareness and Competitive Analysis of Packaged Drinking Water Industry‖. The shree industries Pvt.ltd. (Meridian Aqua) is the well recognized and leading packaged drinking water company in India. The researcher has carried out his study in the Brand Awareness and Competitive Analysis of present situation in the market. There are near about four (4) competitors are present in the market at the present time in the area of the Latur district of Maharashtra. The data collected from the 06 Taluka‘s of the Latur district, the data collected from the distributors, retailers, and customer. It include the interacting with all for brand awareness, and study the present practices by various companies for brand awareness and customer satisfactions, creating the brand awareness through one by one interaction and also the impact of the customer complaints on the brand image. The study of the various customer complaints solves practices in the industry. In this competitive era it is very essential for any business organization to keep them update with the all market information to face the customer and satisfy there need & demands. In this ever changing world of marketing it‘s very important that to study the competitors analytically, in that study the actual product of the competitors, study the existing marketing strategy to promote and sell the product. Acquired the knowledge and information as a feedback to increase the market share and maximize the profit. The company has planned to the strengthen distribution network & home delivery service, credit & pricing policies their market position and also meets the customers‘ demands and try to satisfy them. Initially interacting within the dealers, distributors and customer to one by one interaction for the brand awareness. To analyses the position of the brand in the existing market. After the data collection of the researcher has analysis and interpreted it in from of table, charts & graphs. The researcher has found the major findings after interpretation and given the suggestions to the organization such as to develop the brand and create the No – 1 position in the Packaged Drinking Water in the Latur market. Analytical and comparative study of existing top competitors in market in the specific geographical area. Analysis the performance on their brands and respective products in the market and the brand awareness among distributors, dealers, customers. This can be done by carrying observation, personal interview and questionnaire and person to person interaction for brand awareness and to know the satisfaction level of customer.
8
Doing so researcher as marketing students get a brief exposure of marketing management by understand perception and motives to drag to the middlemen and customers. After the analysis and interpretation of data it is found that the almost 50 - 60% of the customers aware of the brand and they are satisfy with the products and its performance and after sales service and various offers provided by companies staff. In overall findings shree industries pvt.ltd.(meridian aqua) having the second position in Packaged drinking water industry market in the specific geographic region and company has to strengthen their distribution network because demand for the Meridian aqua for all varieties in the market day by day. Brand awareness is a measure of how many people in a target market know that a brand exists. It is usually expressed as a percentage of the demographic of interest. Companies work hard to promote and maintain brand awareness, especially when they make products that compete with numerous similar products. By having a memorable brand that stands out, a company can increase the chance that consumers will purchase its products when presented with a choice between the known brand and lesser known or unknown brands. There are two components of brand awareness. The first is brand recall, which refers to whether or not people can name a brand or are vaguely familiar with it. Brand recall can be measured in two different ways. People can be asked to name a list of brands associated with a particular product or idea or they can be prompted with specific brands and asked if they are familiar. A marketing researcher might ask, for example, for a list of sodas, or ask a subject if the brand ―Pepsi‖ is familiar Brand recognition is the other facet of brand awareness. Recognition refers to how well people connect a brand with products, ideas, tag lines, and other attributes. Consumers may know a brand's name, but nothing else about it, in which case the product has poor brand recognition. On the other hand, people who associate a characteristic like ―safety,‖ ―luxury,‖ or a company tagline with a product are demonstrating brand recognition. They are familiar both with the brand itself and with traits associated with it. When companies study brand awareness, they look at both positive and negative perceptions of the brand. In this case, ―bad publicity is still publicity‖, and even when people have negative opinions about a brand, they are still aware of it. Understanding negative perceptions can also allow a company to address those perceptions with targeted marketing campaigns and other steps. Such campaigns may change consumer opinions and promote positive brand recognition. In the present packaged drinking water market in the market place there are almost 250 national & also multinational packaged drinking water companies .in this throat condition each company want to take a competitive advantage of the others and want to acquire the no.1 market share . during this project work we have trying to analyze the
9
Latur dist market situation ,and conducted the competitive analysis for the same, we found that in Latur district of the (Maharashtra) the Sunrich Aqua (Maharashtra Company) is the market leader in the Latur market and the Shree Industries Pvt.ltd. is at the no second position. Top 3 competitors are as follows:1] Mundada foods pvt.ltd. (sunrich) 2] Mahlaxmi beverage pvt.ltd (Oxyfresh) 3] Kirti gold pvt.ltd. (Kirti gold) The shree industries pvt.ltd. Has very good response in the market, the brand image is very good, but they have to work on the brand awareness program and also strengthen there distribution network. Made boxes available at every shop with affordable price with imperative advertizing , and try to satisfy customers demand.
10
Chapter No. 2 Objectives of the study
11
Objectives of the Study
3.1 TITLE OF THE STUDY ―A Market research for Brand Awareness and Competitive Analysis of Packaged Drinking Water.‖
3.2 OBJECTIVES OF THE STUDY 1.
To know about the various brands of packaged drinking water.
2.
To carry out competitive analysis of packaged drinking water industries.
3.
To find out the awareness of these brands among the customer.
4.
To study the impact of customers complaints on brand image.
5. To find out the market share of various companies in packaged drinking water. 6. To give suggestion about strategies to be defined for meeting the upcoming challenges. 3.3 NEEDS AND IMPORTANCE OF THE STUDY The basic aim of each and every organization is to maximize profit with minimum expenditure. So there was a need to carry study in achieving following aspects of the organization: Increase the market share by exploring the product and services. Increase the sales and maximize profit. To determine the new market opportunities. Determine Marketing mix.
3.4 IMPORTANCE OF STUDY FOR RESEARCHER Firsthand experience of ground level marketing. How business can be developed by utilizing available resources.
12
3.5 Scope of the study :At the present situation in the packaged drinking market there are almost 12 to 13 companies .so in this competitive it is very essential to know the market situation .for that purpose the brand awareness &competitive analysis is very significant through this analysis organization will also create there marketing strategies that will generate a asset which will provide a distinct and enduring competitive advantage. The study is carried out in Latur district in the Maharashtra state.
The study give us the information about consumers expectation. It will help to know the position of company brand in the market place. The study gives us the information about competitors. It help us to know that the customers satisfaction level. It also helps to know the market share of the organization.
13
Chapter No. 3 Company Profile
14
COMPANY PROFILE Name and Address of Company: Shree industries pvt. ltd. (MERIDIAN AQUA) Kalamb Road, Latur- 413531 (India). Tel.: +91-2382- 222221 Fax: +91-2382- 222221 E-mail:
[email protected] Website: www.meridianaqua.com shree industries (Meridian aqua) strongly believes in slow and steady growth by providing friendly support to the customer. Continual improvement in the products and need based research is the major reason behind the successful business in Latur dist. With the success in packaged drinking water business, " Mission: ―Shree Industries Pvt.ltd. is in the feature will launch the new plant of packaged drinking water and try to cover all over Maharashtra .‖ Vision: ―Meridian Aqua Company committed to provide the pure and healthy qualify products to the customers.‖ Introduction Meridian Aqua /shree industries has established in the year 2008. We have divers range of packing size in packaged drinking water. We are providing direct employment in this area.
15
Packed Drinking Water About Water Water is a chemical substance with the chemical formula h2o water covers 70.9% g the earth surface and is vital for the all known forms g life clear drinking water is essential to human being and other life forms. Access to safe drinking water has improved steadily & substantially over the last decades in almost every part g the world. There is a clear correlation between access to safe water and GDP per capita. However some observers have estimated that by 2025 more than half h the world population will be facing water based vulnerability. Water plays an important role in the world economy, as its function as a solvent far a life variety g chemical substances and fertilities Industrial cooling & Transportation. Approximately 70% g earth water Is consumed by mast g the disease caused by the drinking impure water. Purification Process Purification System Impure water might-be contains all types g chemical and biological impurities like mere mineral and microorganisms respectively. In our state –g –the art purification system all these such Impurities totally removed. Purification Stages 1. pretreatment :- Disinfection or scale deposition. 2. water softener:- softening g water. 3. media fitter:- sand & carbon filter. 4. Prefilled :- 5 ll & 10 ll filters. 5. Reverse osmosis :-control TDS sand soul purifier. 6. Post filtrsfion :-0.2 ll filter. 7. Disinfection:-u. v. radiation & ozone treatment. Profile Shree industries is dedicated for developing and supplying quality packaged drinking water for the customer of India. Having strong research activities in various regions of India with the inputs of expert team development & research for improving taste and quality packaged drinking water.
16
Shree industries (Meridian aqua)
strongly believes in slow and steady growth by
providing friendly support to the customer& retailer. Continual improvement in the products and need based research is the major reason. Background information Diverse Shree industries Pvt.ltd. operations started at Latur District of Maharashtra in India. This was the time when limited Packaged drinking water
knowledge was
available in India. Founder of the company Mr.S.D.Kadam with his great vision to fulfill the need of quality Packaged drinking water, started drinking water research in short day 1 ltr ,1/2 ltr, 2ltr bottles are available and choice with various areas in Latur. Our Network Meridian aqua is reaching to every part of Maharashtra and for providing quality water and service to the small scale and medium to big customers through the network of our more than 20 dealer and distributor in Maharashtra. We provide support to our dealer and distributors with the help of strong marketing and sales expert team respondents one third of company‘s workforce. The marketing and sales team is qualified and professionally experienced in industry. To supply packaged drinking water within the required time, quick and safely with excellent logistics.
List of talukas
1) Ahmadpur, Ausa, Latur, Renapur, Chakur, Nilanga, Udgir, Jalkot, Shirur antapal, Deoni
17
Chapter No.4 Review of Literature
18
REVIEW OF LITERATURE 4.1 BRAND AWARENESS:The ultimate goal of most businesses is to sales and income. Ideally, you want to attract new customers to your products and encourage repeat purchases. Brand awareness refers to how aware customers and potential customers are of your business and its products. Achieving successful brand awareness means that your brand is wellknown and is easily recognizable. Brand awareness is a crucial to differentiating your product from other similar product and competitors. The likelihood that consumers recognize the existence and availability of companies product or service. Creating brand awareness is one of the key step in promoting a product. Brand awareness is an important way to promoting commodity related product. This is because for this product, there are very few factors that differentiated one product from its competitors. Therefore, the product that maintain the highest brand awareness equates to higher sales and also serve an economic moat that prevents competitor from gaining more market share. Brand awareness is a measure of how many people in a target market know that a brand exists. It is usually expressed as a percentage of the demographic of interest. Companies work hard to promote and maintain brand awareness, especially when they make products that compete with numerous similar products. By having a memorable brand that stands out, a company can increase the chance that consumers will purchase its products when presented with a choice between the known brand and lesser known or unknown brands. There are two components of brand awareness. The first is brand recall, which refers to whether or not people can name a brand or are vaguely familiar with it. Brand recall can be measured in two different ways. People can be asked to name a list of brands associated with a particular product or idea or they can be prompted with specific brands and asked if they are familiar. A marketing researcher might ask, for example, for a list of sodas, or ask a subject if the brand ―Pepsi‖ is familiar. Brand recognition is the other facet of brand awareness. Recognition refers to how well people connect a brand with products, ideas, taglines, and other attributes. Consumers 19
may know a brand's name, but nothing else about it, in which case the product has poor brand recognition. On the other hand, people who associate a characteristic like ―safety,‖ ―lingerie,‖ ―luxury,‖ or a company tagline with a product are demonstrating brand recognition. They are familiar both with the brand itself and with traits associated with it. When companies study brand awareness, they look at both positive and negative perceptions of the brand. In this case, bad publicity is still publicity, and even when people have negative opinions about a brand, they are still aware of it. Understanding negative perceptions can also allow a company to address those perceptions with targeted marketing campaigns and other steps. Such campaigns may change consumer opinions and promote positive brand recognition. 4.1.1 BRAND AWARENESS PLAN: The major components of a plan to develop brand awareness are:
Identifying and understanding your target customers.
Adding Value through packaging, location, service, special events, facilities and offers.
Advertising.
After sale follow up and customer relationship management.
Targeting the right audience to crucial to your success. That you need a plan along with specifics actions that increase awareness of your brand amongst your customers. Throughout the entire process of creating a brand, it is of utmost importance to consider how that you do will increase brand awareness. 4.1.2 WHY BRAND AWARENESS IS IMPORTANT:
Do potential customers know you exist?
Why pay more for products rather than from a less expensive alternative? In future, and for the sake of your business, it is your best interests to take action to increase awareness of your hand. It is important to keep working at the issues and activities identified above .pay attention to how customers are responding to products
20
and packaging, displays and messages. Look for way to improve the image you are trying to get across. Ask your customers for suggestions. Work to maintain a consistent position in the market place. This can mean a location and regular times where customers can reliably expect to find you. 4.1.3 ADVERTISING: Obviously advertising is an important way to have your brand and products become known to consumers. But the message conveyed at the place of purchase is equally important and should leave your targeted customers with a consistent impression of your business and its products. 4.2 COMPETITIVE ANALYSIS: Competitive analysis is the process of the identifying the performance and marketing strategy of the competitive brands or products in the market place. In order plan and effective marketing strategy, marketers need to know that about the competitive environment and to find out
all they can about the competitor‘s product, prices,
communication channels quality and service so as to areas determine of competitive advantage and disadvantage. Competitive analysis is the practice of analyzing the competitive environment in which your business operates (or wishes to operate), including strengths and weaknesses of the businesses with which you compete, strengths and weaknesses of your own company, demographics and desires of marketplace customers, strategies that can improve your position in the marketplace, impediments that prevent you from entering new markets, and barriers that you can erect to prevent others from eroding your own place in the market. Competitive analysis has long been a cornerstone of overall competitive strategy for multinational conglomerates and "mom and pop" stores alike. Moreover, business experts note that competitive analysis transcends industry areas; indeed, the practice is deeply relevant to all industries. For example, Folio contributor Bruce Sheiman provided a synopsis of the importance of competitive analysis to the magazine industry that is fairly representative: "First, it is critical to discover whether a competitor is encroaching on your proposed magazine's editorial or market franchise—or, indeed, whether a competitor renders your magazine idea superfluous. Second, competition helps to define
21
a magazine's market position. I've seen business plans stating that the proposed magazine would have no competition. This is naive. Every magazine has competition— and needs competition. Third, competitive magazines give you benchmarks. By studying your competitors, you can learn much about developing your magazine's editorial, circulation, and advertising strategies. And you can determine your revenue and profitability prospects." Competitive analysis is of similar importance to muffler shops, office furniture manufacturers, photofinishing laboratories, and countless other types of business enterprises. 4.2.1 ELEMENTS OF COMPETITIVE ANALYSIS There are several important elements of competitive analysis, each of which need to be carefully studied if one hopes to transform competitive analysis activities into business profitability. Major aspects of competitive analysis include the following: 4.2.2 DEFINING COMPETITORS:"The first step [in competitive analysis] is to define your universe of competitors," wrote Sheiman, who warned that both unduly broad definitions and excessively narrow definitions of competition can compromise the effectiveness of competitive analysis. Some businesses may offer products or services that largely mirror those offered by your own company, while others may only dispense one or two products/services that compete with your company's offerings. The business conducting the competitive analysis has to decide whether latter examples of competition are incidental or whether they present a potential threat (either now or in the future) to the business's financial well-being. Consultants and business experts also recommend that small business owners scan the horizon for potential as well as current competitors. As Management Review 's Oren Harari stated, "the gumption of entrepreneurs coupled with the 24-hour electronic flows of capital they can access worldwide means that competitors suddenly turn up out of nowhere, and traditional barriers to entry in any business fall like bricks in an earthquake."
22
4.2.3 ANALYSIS OF COMPETITOR STRENGTHS AND WEAKNESSES Once a company's universe of competitors has been defined and identified, it can start on the process of identifying the strengths and weaknesses of those competitors. Abrams cautioned that many small business owners are tempted to place undue weight on the quality of the product or service they offer (or plan to offer, in the case of new businesses). This may be a comforting thought, admitted Abrams, but it betrays a fundamental misunderstanding of how business works: "The objective features of your product or service may be a relatively small part of the competitive picture. In fact, all the components of customer preference, including price, service, and location, are only half of the competitive analysis. The other half of the equation is examining the internal strength of your competitors' companies. In the long run, companies with significant financial resources, highly motivated or creative personnel, and other operational assets will prove to be tough, enduring competition." There are two main questions that cut to the heart of this element of competitive analysis: What key advantages do the competing businesses possess in the realms of production management, marketing, service reputation, and other aspects of business operation? What key vulnerabilities or weaknesses do the competing firms have in these same areas?
Of course, examination of a competitor's strengths and weaknesses also requires separating important advantages (intense customer loyalty, for instance) and disadvantages (reputation as a polluter) from less important advantages (a larger parking lot, perhaps) and disadvantages (older forklift machinery). Studying the reasons behind the successes—and failures—of competitive firms
Major issues that motivate customers.
Major component costs.
Barriers to mobility within the industry.
23
4.2.4 : ANOTHER IMPORTANT ELEMENT OF COMPETITIVE ANALYSIS: Is determining what your own company's strengths and weaknesses are. What aspects of the company's operation convey an advantage in the marketplace? Is your sales force composed of bright, ambitious individuals? Does your company have an advanced inventory management system in place? Do you have an employee with a talent for advertising and/or marketing? Once a company has determined its strengths, it can go about the process of utilizing those strengths to improve its position in the marketplace. Conversely, an examination of internal weaknesses (uninspired product presentation, recalcitrant work force, bad physical location, etc.) should spur initiatives designed to address those shortcomings. 4.2.5 ANALYSIS OF CUSTOMER NEEDS AND WANTS Learning about customer needs and wants is an important part of competitive analysis as well. Customer priorities should become your business's priorities. In addition, small businesses should take care that they not limit their study to priorities that are already manifested in the marketplace. Indeed, new product development and new innovations in service are essential to business success in any industry. Business owners and managers need to study—and thus anticipate—future customer needs and wants as well those needs and wants that are currently being addressed. 4.2.6 STUDYING IMPEDIMENTS TO MARKET FOR YOU AND YOUR COMPETITION:Businesses seeking to enter new markets typically have to grapple with several different barriers. Some of these can be surmounted without inordinate difficulty, while others may be so imposing that they preclude launching a campaign. Abrams cited several common barriers to entry for new competition:
Patents—These provide some protection for new products or processes
High start-up costs—In many cases, this barrier is the most daunting one for small businesses
Knowledge—Lack of technical, manufacturing, marketing, or engineering expertise can all be a significant obstacle to successful market entry 24
Market saturation—It is a basic reality that it is more difficult to carve out a niche in a crowded market than it is to establish a presence in a market marked by relatively light competition "Realistically, few barriers to entry last very long, particularly in newer industries," concluded Abrams. "Even patents do not provide nearly as much protection as is generally assumed. Thus, you need to realistically project the period of time by which new competitors will breach these barriers." 4.2.7 BUILDING STRATEGIC PLANS TO IMPROVE MARKETPLACE POSITION:Once a small business owner has attended to the above requirements of competitive analysis, he or she can proceed with the final element of the practice: building a strategic plan that reflects the findings. Strategic plans should touch on all areas of a business's operations, including production of goods and/or services, distribution of those goods and/or services, pricing of goods and/or services, and marketing of goods and/or services.
4.2.8 ELEMENTS OF THE COMPETITIVE ANALYSIS: There are several important element of the competitive analysis, each of which need to be carefully studied if one hopes to trans from competitive analysis activities into a business profitability .major aspects of the competitive analysis include the following:4.2.9 DEFINING COMPETITORS: It is the first step of the competitive analysis is that to define the list of your universe of competitors. 2] Analysis of the competitor‘s strength &weakness. Once a company‘s universe of the competitors defined and identified ,it start on the process of the identifying the strengths and weakness of those competitors .in a long run companies with significant financial resources highly motivated to create a personal ,and other operational assets will prove to be tough , enduring competition.
25
Studying the reasons behind the successes-and failures-of competitive firms.
Major issue that motivate the customers.
Major component cost
Barriers to mobility within the industry. 4.2.10 ANALYSIS OF THE INTERNAL STRENGTHS AND WEAKNESSES Competitive analysis is determining what your own company strength and weaknesses are. What aspects of the company‘s operation convey advantages in the marketplace? Ones a company determining his strengths, it can go about the process of utilizing those strengths and improve to its position in the marketplace. Conversely, an examination of internal weakness should spur initiatives designed to address those shortcomings. 4.2.11 ANALYSIS OF CUSTOMER NEED &WANTS. Customer priorities should become your business‘s priorities. Business owners and managers need study –and thus anticipate –future customer needs and wants that are currently being addressed. 4.2.12 STUDYING IMPEDIMENTS TO MARKET FOR YOU AND YOUR COMPETITION. Business seeking to the center to new markets typically has to grapple with several different barriers.
Patent‘s-these provides some protection for the new products and processes
High start up cost-in many cases, this barriers is the most daunting for the small business
Knowledge –lack technical, manufacturing ,marketing, or engineering expertise can all be a significant obstacle to the successful entry
Market saturation –it is a basic reality that it is more difficult to curve out a niche in a crowded market than it is to establish a presence in a market by relatively light competition
26
4.2.13 COMPETITOR ARRAY One common and useful technique is a constructing a competitors array. The step includes:
Define your industry
Determine who are your competitors
Determine who are your customers are and what benefit they expect
Determine what the key success factors are in your industry
Rank the key success factors by giving each one a weighting –the sum of all the weightings must add up to one
Rate each competitors on each of the key success factors
Multiply each cell in the matrix by the factor weighting. 4.2.14 PRODUCTS:
Product line
New product development, new product success rate
Brands, brands loyalty, and brand awareness
Quality control conformance
Reserve engineering 4.2.14 MARKETING:
Segments served ,market shares, customer base, growth rate, and custom loyality Promotional mix, advertising, sales force success rate
Distribution channel used (direct & indirect), exclusivity agreements, alliances and geographical coverage, mode of transportation.
Pricing, discount and allowances.
27
The facilities, offers.
Marketing strategies.
Through your competitive analysis you will solve to create a marketing strategy that will generate an asset which will provide you with distinct and enduring competitive advantage. The competitive strategy is usually fall into these five areas: 1. Product 2. Distribution 3. Pricing 4. Promotion 5. Advertising Strategies primarily resolve that around establishing the point of the entry in the product life cycle and endurable competitive advantage .As we have already discussed the defining the elements that will set your product apart form your competitors groups. You need to establish this competitive advantage. Clearly so the reader understand not only how you will accomplish your goals but why your
strategy will work.
28
Chapter No. 4
Research Methodology
29
Research Methodology
5.1 RESEARCH:Research is defined as ―The process which includes defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deduction and reaching conclusion; and at the last carefully testing the conclusions to determine whether they fit the formulating hypothesis.‖ -Clifford Woody The research is an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done significantly. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind it. Research design plays an important role in collecting useful information in cost effective manner. The flow of the research process is decided first hand, so that the conduct of the research does not take an incorrect diversion from its objective. Research comprises defining and redefining problems, formulating hypothesis, collecting, organizing, evaluating data; making deduction and reaching conclusion and at last carefully testing the conclusion to determine whether they fit the formulated hypothesis: Research Methodology consists following: Hypothesis Hypothesis simply means a mere assumption or some supposition to be proved or disproved but for researcher it is a formal question that he intends to resolve. Hypothesis of the project is the assumption or a proposition made by the project. A hypothesis consists either of a suggested explanation for a phenomenon or of a reasoned proposal suggesting a possible correlation between multiple phenomena. The assumption be true or false is to be proved through completion of project.
30
The hypothesis for this project is as follow:1. Meridian aqua is market leader in Latur district. 2. Meridian aqua is not market leader in Latur district 3. Meridian aqua is having brand awareness Latur district. 4. Meridian aqua is not having brand awareness Latur district
FLOW CHART OF THE RESEARCH PROCESS
DEFINE RESEARCH PROBLEM
REVIEW THE LITERATUR
FORMULATING HYPOTHESIS
RESEARCH DESIGN
DATA COLLECTION
ANALYSIS OF DATA
DATA ANALYSIS AND REPORT
31
RESEARCH DESIGN: Research design is nothing but the master plan for the actual research. It is a frame work for carrying out research activities it comprises of series of prior decisions. Master plan for this research for as follows:TYPE OF RESEARCH DESIGN: There are three types of research design (a) Exploratory (b) Descriptive & (c) Causative These categories differ significantly in terms of research purpose. The type of research conducted is ‗Causative Research‘. Causative research is done to establish a cause and effect relationship, for example, the influence of income and lifestyle on purchase decisions. The researcher may like to see the effect of rising income and changing lifestyle on consumption of selected product. The consumer may taste the hypothesis that, as income increases or lifestyle changes, more elite and state of the art products are likely to be bought. 5.4 DATA SOURCES: There are several ways of collecting the data, which differ considerably in context of money, time and other resources at the disposal of researcher. There are mainly two type of data: A) Primary Data B) Secondary Data
5.4.1 The source/ methods of data collection: 1. Primary Methods: These are methods which are used to collect the data from the actual field. In these methods students are suppose to prepare the questionnaires which should be
32
appropriate and limited containing such which gives the full information. These questions are asked to the selected group of people and information is collected.
Interview Method:
In this method the group of people is selected and the prepared questionnaires are asked to them. Questions can be the open ended or close ended or both.
Open-ended: Questions are the questions, which are having explanatory answers, suggestion.
Close-ended: Questions are the questions which are having fixed answers. e.g.: Yes/No type of questions.
Oral interview: In this method interviewer ask questions to interviewee orally and data is collected in the record book.
5.4.2 Secondary Data: The secondary data is that which are not originally collected but rather obtained from published or unpublished sources. It is already exists and has been collected and analyzed by someone else for some other purpose but it is also useful for someone who requires information needed for carry the study having same or related problem. Here the secondary data is collected through the literature available from the company 2. Secondary Methods: These are the methods, which are carried out to collect the data from indirect sources. In these method students need not to go in the direct market to collect the Data. These methods are:
Data from the Company:
In this methods the past data of the company is collected such market area, distribution channels, product costing etc. Also we get the information about the growth the company.
Data from the Internet:
This is of the latest methods of data collected. We can collect the information like Company history, the product range of the company, company objectives and welfare activities of company etc.
33
Sampling Techniques: (Random Sampling) These are the techniques used to decide the type and size of the samples used for the data collection. Samples are collected randomly. 5.4.3 Sampling Techniques: It refers to that the individuals who are interviewed in the study. The Sampling technique followed by the researcher is the simple random sampling and it were the distributors, retailers, and customer. The sample selected were majorly renowned dealers, distributors and customers in the Latur district of the Maharashtra. This is the area from where the samples are selected. We had selected
the Latur district for
sampling, as this was the area where company was having the large sale of meridian aqua in the Latur District. Record, internet and websites and by referring magazines, reference books, journals, daily newspapers & records of other companies etc.
The selected sample was from the Latur district:
AREA:- LATUR District
TAHSILS:- 10 Name of the: Taluka‘s 1) Ahmadpur 2) Ausa 3) Latur 4) Renapur 5) Chakur 6) Nilanga 7) Udgir 8) Jalkot 9) Shirur antapal 10) Deoni
34
5.4.4 Sample size: The total sample size was – 1) Retailers - 50 2) Customer – 50 5.4.5 Research Process: The research Process that was used involves following processes: 1] Define the research objectives and problem areas. 2] Review concepts and theories 3] Research Design 4] Collect information 5] Analyze and interpret the information 6] Present the findings 7] Make the recommendations and conclusion 8] Report Methods of Data Interpretation: Data interpretation means arranging the collected the proper manner and representing the information by using following tools of data interpretation. 1.TABLE :- Table normally consists of rows and columns in which parameters and reading are arranged in format.
35
2.GRAPHS :- Graphs representing the information in two i.e. X axis & Y axis.
6 5 4 3 2 1 0
Series 1 Series 2 Series 3 Category Category Category Category 1 2 3 4
3.CHART: The pie charts are the tool of interpretation, which representing information in the segments. It differentiates between the data by varying colors.
Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
36
CHAPTER NO 5 DATA ANALYSIS AND INTERPRITATION
37
DATA ANALYSIS AND INTERPRITATION For customers questioner
38
6.1.1 ) A) customer awareness about packaged drinking water. Table no 6.1.1 Answers
Respondents
Percentage
Yes
50
100
No (Source - primary data)
0
0
Interpretation: The above table shows that the entire customers i.e. 100 % purchase the packaged drinking water. The customer awareness about the packaged drinking water is satisfactory. Conclusion All respondents are well aware with the packaged drinking water products and with the brand.
39
6.1.1 B) Brand awareness regarding the companies of packaged drinking water in Latur city? Table no. 6.1.1(B) Respondents
Companies
Percentage
Yes
No
Total
Yes%
No%
Total%
Meridian Aqua
33
17
50
66
34
100
Sunrich Aqua
41
09
50
82
18
100
Oxy Fresh
30
20
50
60
40
100
Kirti Gold
24
26
50
48
52
100
Other (Source - primary data)
16
34
50
32
68
100
Interpretation The brand awareness is the concept which is very popular in all the organizations. The brand awareness means the customer is personally known to the brand which is available with the product. The various companies are carrying out the publicity for their products to increase the brand awareness among the targeted customers. Graph no 6.1.1(B)
45 40 35 30 25 20 15 10 5 0
Respondents Yes Respondents No
Meridian Aqua
Sunrich Aqua
Oxy Fresh
Kirti Gold
Other
Conclusion The brand awareness is very important part of any organization and with the help of various advertizing campaigns company tries to increase their brand awareness among the customers. The Meridian aqua company of packaged drinking water is on the 2nd position in brand awareness and the Sunrich aqua is having the maximum brand awareness. So from the above data we conclude that these companies are taking more efforts on the advertizing and the other activities which are helpful for brand awareness.
40
6.1.2 Which brand do you generally purchase? Table no. 6.1.2
Answers
Respondents
Percentage
Meridian Aqua
12
24
Sunrich Aqua
16
32
Oxy Fresh
08
16
Kirti Gold
04
08
Other
10
20
Total
50
100
(Source - primary data) Interpretation The sale of the product is very important for any company and every company tries to maximize its sale. This is the reason why the companies always take much effort to introduce their product to the targeted customers. They try to attract these customers with the help of better product design, low price, quality of the product, appearance etc. Graph no. 6.1.2
20%
24%
Meridian Aqua Sunrich Aqua Oxy Fresh
8%
Kirti Gold Other
16%
32%
Conclusion
The Sunrich aqua is the very high demand in the targeted market after that the customers are prefer the product of meridian aqua so on the above data we said that the both the companies are always try to attract their customers and they always try to increase the availability of their product where the product demand is high.
41
Q.6.1.3) Total expense on purchase of packaged drinking water per day. Table no. 6.1.3
Amount in Rs. 15 30 45 60 Total (Source - primary data) Interpretation
Respondents 12 23 07 08 50
Percentage 24 46 14 16 100
This point shows the information about the daily expenses of customers on the packaged drinking water. with the help of this data, company tries to find out the exact calculation of customers expenses on their product and if the customers spent more money on the small products then they try to convince their customers to purchase the other products which are available in less investment and get large benefits. Graph no. 6.1.3
16%
24%
14%
Answers 15 30 45
46%
60
Conclusion Form the above data we see that most of the customers spent 15-30 Rs daily on the packaged drinking water products. Most of the customers purchase 1 liter bottle daily for drinking purpose. If they spent Rs 15-30 on the 1 liter bottle then the company has other better choices in the same price like 20 liter normal jar as well as chilled jar.
42
Q.6.1.4) Size of packaged drinking water purchased. Table no:-6.1.4 Quantity in liters
Respondents
Percentage
1/2 ltr bottle
04
08
1 ltr bottle
17
34
2 ltr bottle
02
04
20 ltr jar
13
26
20 ltr chilled jar
14
28
TOTAL (Source - primary data)
50
100
Interpretation Every company of packaged drinking water always tries to sale the product in all the available sizes but some of the sizes are very popular among the customers and this is the reason why the company produces more quantity of that sizes. Graph no:-6.1.4
28%
Answers
8% 34%
1/2 ltr bottle 1 ltr bottle
26%
4%
2 ltr bottle 20 ltr jar 20 ltr chilled jar
Conclusion The most popular size of the packaged drinking water which is being sold in the market is in the range of 1 ltr , 1/2ltr .& 20 ltr jar. These are the most demanded drinking water sizes prefered in all the season. The demand for the exitic drinking water is quite normal. 20 liter Chilled jar is the seasonal product.The result of this question is that most popular size of the packaged drinking water is 1ltr bottle so company has to produce more quantity to fulfill the ever increasing demand.
43
Q.6.1.5) Reasons for the purchase of the meridian aqua product. Table no:-6.1.5 Reasons
Respondents
Percentage
Price is reasonable
18
36
Quality is satisfied
12
24
Taste is satisfied
05
10
Easy available
13
26
Don‘t purchase
02
04
TOTAL (Source - primary data)
50
100
Interpretation In the current marketing scenario every company tries to make the customer loyal with their brand and for that they always take the various surveys and get the feedback of the customers to find out the reasons behind purchasing the product i.e. easy availability, low price, more quantity, good taste or etc and with this information they make the strategies to improve the key areas where they are lacking. Graph no:-6.1.5
4%
26%
36%
Price is reasonable Quality is satisfied Taste is satisfied
10%
Easy available 24%
Don’t purchase
Conclusion This above data shows that most of the customers purchase the product because of the low price of the product and it is easily available. so if the company wants to increase their sale they have to make the product available in the every segment and with the low price.
44
6.1.6) usage of 20 liter jar by the customers Table no 6.1.6 Use
Respondents
Percentage
Yes
29
58
No
05
10
Sometimes
16
32
Total (Source - primary data)
50
100
Interpretation: The 20 ltr jar is one of size of the packaged drinking water which is very popular in the market. This product is used by 58% of the customers according to th survey and 16% of the customers use this product occasionally. . Graph no. 6.1.6
20 ltr jar used by customers percentage
32
Sometimes
No
10
Yes
58
Conclusion From the above data we conclude that 20 liter jar is the product which is consumed by the 58 % of the customers who uses the packaged drinking water products. And there is high competition between the companies for this product and the customers prefer the brand when they get the product on time and with good quality.
45
Q.6.1.7) satisfaction level among customers regarding the home delivery services of 20 ltr jar. Table no:-6.1.7 Satisfaction level
Respondents
Percentage
Strongly satisfied
09
18
Satisfied
16
32
Neutral
14
28
Dissatisfied
08
16
Strongly Dissatisfied
03
06
Total (Source - primary data)
50
100
Interpretation This question was asked in the questionnaire for additional services i.e. home delivery which brings customer satisfaction towards customers. with the home delivery service the customer can be satisfied from all the packaged drinking water companies. Above table shows that the maximum number of respondent‘s i.e 32% are satisfied with the home delivery services. Graph no:-6.1.7
Satisfaction towords home dilivary Strongly satisfied
32
Satisfied
Neutral
Dissatisfied
Strongly Dissatisfied
28
18
16 6
Strongly satisfied
Satisfied
Neutral Dissatisfied
Strongly Dissatisfied
Conclusion The home delivery services are provided by all the packaged drinking water companies and they try to satisfy their customers by providing quality services within the prescribed time limit. The conclusion for this point shows that most of the customers are satisfied with this home
delivery service offered by the company. 46
Q.6.1.8) Satisfaction level of customer towards meridian aqua brand. Table no:-6.1.8 Satisfaction towards brand
Respondents
Percentage
Strongly satisfied
07
14
Satisfied
19
38
Neutral
11
22
Dissatisfied
04
08
Don‘t purchase
09
18
Total (Source - primary data)
50
100
Interpretation:Success of the any company depends on the satisfaction level of the customers and the retailer who makes them satisfied with the proper supply of products within time and when needed. From this table we see that the most of customers i.e. 38% are satisfied and after that 32% are natural with the brand meridian aqua. Graph no:-6.1.8
Satisfaction towards brand 40 35 30 25 20 15 10 5 0 Percentage
Strongly satisfied 14
Satisfied
Neutral
Dissatisfied
38
22
8
Don‘t purchase 18
Conclusion The customers are the main part of every company, who make the company successful with maximum purchasing of the product. Most of the customers are satisfied with brand meridian aqua. Now further company will be try to satisfy the neutral and dissatisfied customer by solving the problems which are faced by the customers. 47
Q.6.1.9) Did you see any promotional campaign or advertize of packaged drinking water? Table no: - 6.1.9 opinion
Respondents
Percentage
Yes
39
78
No
11
22
Total
50
100
(Source - primary data)
Interpretation The advertizing is the inseparable part of any company the advertizing is showing by any company for increasing the sale, brand awareness, brand perception etc. the most the companies are trying to increase the sale as well as the brand image so they have to advertize more. In this survey we see that the 78 % customers are see the advertize of these companies.
Watching advertize ratio
Graph no:-6.1.9
80 70 60 50 40
Respondents
30 20 10 0 Yes
No Answers
Conclusion The packaged drinking water companies are the low budgeted companies which are always trying to reduce the investment cost on advertise. This is the reason why they do not focus more on advertizing and that‘s why the ratio of this advertizing is only 78 % in the latur city.
48
Q.6.1.10) If yes, then which companies mostly do advertisements? Table no:-6.1.10 Respondents
Companies
Percentage
Yes
No
Total
Yes%
No%
Total%
Meridian Aqua
32
07
39
82
18
100
Sunrich Aqua
36
03
39
92
08
100
Oxy Fresh
26
13
39
66.5
33.5
100
Kirti Gold
17
22
39
43.5
56.5
100
Other (Source - primary data)
11
28
39
28
72
100
Interpretation The advertizing is the very important part of any company and this is always beneficial for company to increase their business and the related activities. The purpose behind this question is to find out the average ratio of all the packaged drinking water companies which invest more money on adverting and do maximum advertizing of their products. Graph no:-6.1.10
Advertizng ratio of companies Respondents Yes
Respondents No
92
82
66.5 33.5 18
Meridian Aqua
72 56.5 43.5 28
8
Sunrich Aqua
Oxy Fresh
Kirti Gold
Other
Conclusion The advertizing always shows the good impact of the brand and with the advertizing the company is well known in all the segments, where the sale is impossible to the company. The Sunrich aqua is the company which invests more on advertizing and does maximum advertizing of their brand and after that the meridian aqua and the Oxyfresh follow the list.
49
DATA ANALYSIS AND INTERPRITATION For Retailers questioner
50
Q.6.2.1) shop type. Table no: - 6.2.1 Types of shops Juice cold drink and food shop General store or Kirana store Pan shop Dairy or medical Tea hotel Restaurant and bar Total (Source - primary data)
Respondents 08 07 06 09 02 18 50
Percentage 16 14 12 18 04 36 100
Interpretation In any organization the middlemen plays a very important part and with the help of these people the company is trying to supply their products to the customers. The middlemen buy their products in bulk quantity and sell it in the small quantity. In these types of companies the middlemen are the retailer and the distributors. So the purpose behind this question is to find out the types of shops which mostly purchase the product of packaged drinking water. Graph no: - 6.2.1
16% 36% 14%
Juice cold drink and food shop General store or Kirana store Pan shop Dairy or medical
12%
4% 18%
Tea hotel Restaurant and bar
Conclusion The most of the retailers are the owners of restaurant and bar so the company has to focus on these types of shops for selling their product. This question shows that the maximum no of retailers i.e. 36% are owners of restaurant and bar, the other buyers of packaged drinking water are the owners of dairy or medical shops.
51
Q.6.2.2) Types of brands known in current market by retailers. Table no: - 6.2.2 Types of brands
Respondents
Percentage
Yes
NO
Yes
NO
Meridian Aqua
38
12
76
24
Sunrich Aqua
43
07
86
14
Oxyfresh
29
21
58
42
Kirti Gold
21
29
42
58
Other (Source - primary data)
12
38
24
76
Interpretation The retailers are the middlemen between the company and customers which interact daily with the customers. The various distributors which visited the shops and the customers helps the retailer to know the various brands which are popular in the market and which are newly coming in the market. In this project this question is repeated because the brand awareness is the most important concept which mostly impacts on the retailers mind. Graph no:-6.2.2 90 80
A w a r n e s s
70 60 50 40
Percentage Yes
30
Percentage NO
20 10 0
Meridian Aqua
Sunrich Aqua
Oxyfresh
Kirti Gold
Other
Conclusion:The brand awareness program plays a very important role in the success of any business organization. Every company wants to increase their market share, for this they use the brand awareness program regularly. In this question we see that the Maximum number of customers i.e. 86 % are aware with the brand Sunrich aqua. The second most known brand in the latur city is the Meridian aqua which is having 76% awareness among the retailers. For increasing the brand awareness the company will increase their advertizing and the distributors should visit each and every retailer shop in Latur city.
52
Q.6.2.3) Mostly purchased brand of packaged drinking water by retailers Table no:-6.2.3 Brands
Respondents
Percentage
Meridian Aqua
14
28
Sunrich Aqua
18
36
Oxyfresh
07
14
Kirti Gold
05
10
Other
06
12
Total
50
100
(Source - primary data) Interpretation The purchasing of product depends on the different reasons which are price, availability, profit, quality etc . The reason of this question is to find out the market share of the selected brands with the help of respondents. We see that the maximum number of retailers I.e. 36% purchase the brand Sunrich aqua and after that the brand meridian aqua is purchased by 28% of the retailers. Graph no:-6.2.3
40
brand purchasing
35 30 25 20
Percentage
15 10 5 0 Meridian Aqua
Sunrich Aqua
Oxyfresh
Kirti Gold
Other
Conclusion The buying process and selling process is commonly practiced in all companies and with the help of this, they make profits. The retailers are the important middlemen between the company and the customers. From the above graph we can say that the Sunrich aqua has the maximum market share in current market and it is also the preferable product by the retailers.
53
Q.6.2.4) Monthly consumption of packaged drinking water (No. of cartons) Table no: - 6.2.4 Monthly consumption
Respondents
Percentage
0 – 25
08
16
25 – 50
17
34
50 – 100
11
22
100 – 150
09
18
More than 150
05
10
Total
50
100
(Source - primary data) Interpretation In latur city, the maximum number of Retailers purchase the cartons of the packaged drinking water which contains 12 Bottles per carton and they sale it to the customers one by one so when they buy the cartons they order in bulk. The purpose behind this question is to know the maximum demand of cartons by retailers per month. Graph no:-6.2.4
Monthly purchase Percentage 34
22 18
16
10
0 - 25
25 – 50
50 – 100
100 – 150
More than 150
Conclusion Retailers are the middlemen between the company and the customers. They know the actual demand of the customers and order as per the demand. The maximum number of the retailers i.e. 34 % purchases the 1liter cartons and the monthly consumption is 25-50 cartons per month from the distributors and 22% retailers purchase the 50- 100 cartons per month.
54
Q6.2.5) Size of pack mostly purchased by the customer. Table no: - 6.2.5 Size of pack
Respondents
Percentage
1ltr bottle
16
32
2 ltr bottle
07
14
20 ltr jar
08
16
20 ltr chilled jar
12
24
1/2 ltr bottle
04
08
Any other
03
06
50
100
Total (Source - primary data)
Interpretation The retailers are the person who directly connect with the customers and who knows the all the information which is related with the customers like what problems they face, is price is reasonable, the mostly purchased product etc. The purpose behind this question was asked to the retailers is they actually meet the customers and sale the company‘s product. And also this question is helps the researchers to find out the mostly demanded product of the packaged drinking water company. Graph no: - 6.2.5 1ltr bottle
2 ltr bottle
20 ltr jar
20 ltr chilled jar
8%
6%
1/2 ltr bottle
Any other
32%
24%
16%
14%
Conclusion This is the retailer‘s survey which shows the maximum demanded product in the market by the customers. The survey shows that 1 liter bottle and 20 liter jar are the products which are mostly purchased by the customers. 55
Q.6.2.6) what attracts you the most in choice of packaged drinking water? Table no:-6.2.6 Attraction parameters
Respondents
Percentage
Quality of the product
08
16
Margin provided
13
26
Schemes
09
18
Service provided by dealer
11
22
Demand of product
05
10
Any other
04
08
50
100
Total (Source - primary data)
Interpretation In the current market the packaged drinking water companies are trying to attract the maximum retailers to purchase their product because the competition is very high in this market. Once the retailer switches the brand then it is generally not easy to return back to the last brand. The purpose behind this question is to find out the factors which attract the retailers mostly in selection the packaged drinking water. Graph no:-6.2.6
8% 10%
Quality of the product
16%
Margin provided Schemes
22%
26%
Service provided by dealer Demand of product
18% Any other
Conclusion The retailer is the part of the company which buys the product of the company in bulk quantity from the distributor and sells it in the smaller quantity to the customers. So company tries to find out the factors which are helpful to the company in order to attract maximum no of retailers. Form the above figure we see that 26 % of the retailers are attracted towards the margin which is provided by the company and the second most attracting factor is service provided by the distributor. 56
Q.6.2.7) Use of 20 liter jar of packaged drinking water of meridian aqua. Table no:-6.2.7 Opinion
Respondents
Percentage
Yes
27
54
No
08
16
Sometime
15
30
Total
50
100
(Source - primary data) Interpretation
Packaged drinking water Company‘s large group of customers are from urban & rural area because there is less availability of pure drinking water. This is the reason why the 54% of the respondents purchased 20 liter jar for the drinking purpose. And some of them use it seasonally. And a small no of retailers are not using this product at all. Graph no:-6.2.7
Usage of 20 liter jar Percentage 54
30 16
Yes
No
Sometime
Conclusion When the retailers themselves consume this jar as the packaged drinking water they also try to sell it to the other consumers who want to buy this 20 liter jar of packaged drinking water. Form the above data we conclude that the maximum no of retailers are use this product and some of them use this jar occasionally.
57
Q.6.2.8). If yes , then are you satisfied with this type of product (20 liter jar)? Table no:-6.2.8 Satisfaction level
Respondents
Percentage
Highly satisfied
09
18
Satisfied
21
42
Unsatisfied
08
16
Highly unsatisfied
04
08
Total
42
100
(Source - primary data) Interpretation This is the data which is regarding with the size 20 liter jar which is used by the retailers and the company tries to find out the satisfaction Level among the retailers. They compare this ratio with the customers satisfaction level. From the above table we see that the maximum number of retailers i.e. 42 % are satisfied with this jar and 18 % of retailers are highly satisfied. Table no:-6.2.8
10% 28% 16%
Highly satisfied satisfied Unsatisfied Highly unsatisfied 46%
Conclusion The satisfaction level of the retailers depends upon the various factors which are making the product better for usage. The above data shows that the maximum number of the retailers is satisfied with this service of the company.
58
Q.6.2.9) Do you have fridge provided by your company? Table no:-6.2.9 Answer
Respondents
Percentage
Yes
13
26
No
37
74
Total
50
100
(Source - primary data) Interpretation The retailers are the inseparable part of all the packaged drinking water companies who sale the products of packaged drinking water to the customers. Some of the retailer‘s shops are very famous for selling packaged drinking water products like pan shops and the restaurants. The companies are trying to satisfy them by providing fridge facility. Form the above data we see that most of the companies do not provide fridge to their retailers. Graph no:-6.2.9
26% Answer 74%
Yes No
Conclusion This question has its place in questionnaire because retailers having fridge provided by the company are usually forced not to buy meridian as companies like Sunrich and coca cola doesn‘t allow any other product to be kept inside their refrigerator. In Market just 26 % retailers have fridge provided by their company that‘s why meridian sales are not affected here due to this reason. If our company will provided the fridge to the retailers the sale of the company will also increase.
59
Q.6.2.10) Does Meridian aqua distributors visit your shop daily? Table no:-6.2.10 Answer
Respondents
Percentage
Yes
39
78
No
11
22
Total
50
100
(Source - primary data) Interpretation
Major portion of shops in Market are visited by meridian aqua distributor. The 39 shops out of 50 shops are visited by meridian aqua supplier in this region. This suggests that system applied by distributors in this region is quiet successful. Some of the retailers said that the distributor visit their shops in off season only. Graph no:-6.2.10
42%
Yes 58%
No
Conclusion
If the retailers are not visited on regular basis they will tend to switch easily available brand, which has better supply system. This is problem which is being also faced by other companies in this region like oxyfresh and kirti gold.
60
Q.6.2.11) How often does the retailer provide the bill on purchase of the product? Table no:-6.2.11 Answer
Respondents
Percentage
Always
26
52
Sometimes
12
24
Never
08
16
I never ask for bill
04
08
50
100
Total (Source - primary data)
Interpretation The above table shows that the distributor provides the bills on the purchase of the packaged drinking water products on most of the occasions. A few distributers provide bills only on demand. Table no:-6.2.11
8% 16% 52% 24%
Always Sometimes Never I never ask for bill
Conclusion
52 percent shopkeepers in the markets were getting bills on regular bases. Around 16% retailers in the markets were never getting bills from the distributors. There was also negative sign on part of retailers; 8 % of Market retailers never cared to take bills from distributors. This states that shopkeepers try to avoid taxes and extra charges.
61
62
Chapter No. 7
Observations & Findings
63
Observations and Findings The researcher put forth the following findings and observations:1. The brands which are present in the market is Meridian aqua, Sunrich aqua , Oxyfresh, Kirtigold, etc. 2. After carrying survey and interacting with the respondents it was observed that 66% of customers and 76% retailers are aware with brand meridian aqua. 3. 45% of the retailers and 32 % customers are satisfied with the product performance and the after sale service provided by company. 4. The respondents of this area mostly purchase the sizes 1 liter bottle, 20 liter normal jar & 20 liter cold jar. 5. Most of the companies of packaged drinking water is having their own distribution channels. 6. The maximum retailers i.e. 26 % attracts towards the margin provided by company, the 22 % are attracts towards the services which is provided by the distributer, 18 % and 16% of them attracts towards the schemes and quality of product of the company. 7. The market share of the brand meridian aqua is having 8. Most popular packaging sizes are 1ltr bottle and 20 ltr jar. 9. Largest selling sizes are 1ltr cartons and 20 ltr jar. 10. Overall the Meridian Aqua i.e. Shree industries Pvt. Ltd. at the second position and first is Sunrich aqua i.e. mundada food company Pvt. Ltd. in the market.. 11. Company is lacking in advertising and promotional activities. 12. retailers are not satisfied with pricing , discount and credit policy of company.
64
Chapter No. 8 SUGGESTIONS & CONCLUSION
65
Suggestions and Conclusion
Conclusion: The researcher has undergone a project on ―Market Research for Brand Awareness and Competitive Analysis of Vegetable Seed Industries‖. The brand awareness and competitive analysis is very important key factor for deciding the marketing mix and develop the marketing strategy. In the existing market there are almost more than 5 companies of packaged drinking water companies in Latur district. So, it is very necessary to conduct the brand awareness and competitive analysis. The brand awareness is likelihood that consumer recognize the existence and availability of companies products. The competitive analysis gives us the information about the brand position in the market and also SWOT analysis help to take a competitive advantage of the market situation. Also it helps to organization to take advantage of market situation over competitors for the business gains. Competitive analysis helps the organization to develop the marketing strategy and marketing mix and future course of action. The competitive study and brand awareness give a lot of information about market and competitors and it help to the marketers for deciding business, corporate and functional strategies. In this competitive Packaged Drinking Water companies the customers want new less price and more quantity of water. At the present situation in the market place there are almost 5 to 8 product company are there with different verities of product are available. In this situation the organization has a very good image in the market, overall the Shree industries Pvt. Ltd. Latur are at the second number position in the market, just after the Sunrich i.e Mundada food company/corporation Latur. After conducting a brand awareness programme & competitive analysis programme in the Latur district of the Maharashtra state , it is find that the company has regularly gone through this kind of the brand awareness programme and market research for increase their market share, and sustain strongly in the industry.
66
Suggestions: By analyzing the market situation and interacting with the retailers, distributors and customers and spending 60 days time in the ground level market the researcher has suggested the recommendation to the company. Suggestions as follows: 1. Company should launch brand awareness program for customers and retailers and should keep it on regular basis. 2. The company should have to go for advertising campaigning through various Medias such as newspapers, broachers, wall paintings, hoardings, media, website etc. 3. Company have to improve their after sale services and include the training programs, seminars, expert guidance and routine visits to their sales executives etc. 4. Company should have to more focus to their distribution channels and also should have to develop their transportation system with efficient staff. 5. Company should have to focus more on increase the sale of other products than 1ltr cartons and 20 liter jar. 6. The organization should review their pricing (CRP, MRP), discount and credit policy. 7. Price of product of company is comparatively high than the other competitors in some products, it is directly affecting the sales of other products. 8. Update the website by adding contents about the detailed products, services and cultivation patterns etc. Also company should focus on customer care service. 9. Company should have to appoint channel members at necessary places. 10. Company has up to date with the function halls and marriage places with contacts. 11. Company has to give attractive offers and seasonal schemes for retailers as well as customers to increase the sales. 12. The organization must have to focus on the availability of product varieties at every shop in all season.
67
Chapter No. 9
LIMITATIONS
68
Limitations:
The limitations to the study are as follows:
The study was carried in only one geographic region.
The information collected solely depends upon the respondents answers and accuracy of the information could vary.
Getting actual information from the respondent was difficult.
According to sample size, the findings might only be suggestive and not to conclusive.
69
Chapter No. 10
BIBLIOGRAPHY
70
Bibliography
10.1 Reference Books:
Marketing Management:
1. Philip Kotler, Person Education, Singapore, 11th Edition, 2003. 2. C.R. Kothari, Research Methodology, Wishwa Prakashan, New Delhi, Second Edition, 1998. 3. Marketing research,- Vanishree Pabalkar,(Nirali prakashan)1St edition,Sep-2009. 4. Marketing Management-13th edition.(kotler,kellar,koshey,jha)
10.2 Websites:
www.google.co.in
www.wickipedia.com
71
Chapter 11 ANNEXEURE
72
Chapter 11 ANNEXEURE
73
For customers
Name :
Date :
Postal Address :
Contact No :
Q.1 ) A) Do you know the packaged drinking water brands in Latur ? 1) Yes
Date:
2) No
B) If Yes then which brands you know? 1. Meridian
2. Sunrich
3. Oxyfresh
4. Kirti gold
5. Other (___________)
Q.2) Which brand do you generally purchase? 1.
Meridian
2. Sunrich
4. Kirti gold
3. Oxyfresh
5. Other (___________)
Q.3) What is your total expenses on purchase of packaged drinking water per day ? 1. 15 Rs.
2. 30
Rs.
3. 45 Rs.
3. 60
Rs.
Q.4) Which size of pack you mostly purchases? A. 1 ltr bottle
B. 2 ltr bottle
C. 20 ltr jar
D. 20 ltr chilled jar
E. ½ ltr bottle
F. Any other (----------------)
Q.5) Why you are going to purchase this product? (1) Price is reasonable
(2) Quality is satisfied
(3) Taste is satisfied
(4) Easy available
(5) Don‘t Purchase
Q.6) Do you use 20 ltr jar? 1) Yes
2) No
3) Sometime
74
Q.7) Are you satisfied with home delivery service provided by company for 20 ltr jar? A. Satisfied
B. Unsatisfied
C. Highly satisfied
D. Highly unsatisfied
Q.8) Are you satisfied with our brand Meridian Aqua? A. Satisfied
B. Unsatisfied
C. Highly satisfied
D. Highly unsatisfied
Q.9) Do you see packaged drinking water advertises? Yes
No
Q.10) If yes, in which media? News paper
T.V
Poster
Other
Q.11) Price of the bottle and jar for all the companies (mention 1 ltr bottle & 20 ltr bottle prices ) Sr. No.
Name of company
1
MERIDIAN AQUA
2
SUNRICH
3
OXYFRESH
4
KIRTI GOLD
5
AQUA CARE
Price per 20 ltr jar
Prices per 1ltr bottle
Q.12) Any complain about the agent and your suggestion? -------------------------------------------------------------------------------------------------
75
For Retailer
Shop Name:
E-Mail:
Postal Address: Mobile No:
Date:
Q.1) What is your shop type? 1) Juice, cold drinks and food shop
2) General Store or Kirana shop
3) Pan Shop
4) Dairy or Medical.
5) Tea hotel
6) Restaurant.
Q2.) Which are the brands do you know at current market of packaged drinking water? 1. Meridian
2.Sunrich
3. Oxyfresh
4.any other. (------------------)
Q.3) Which brand you will prefer most for packaged drinking water? 1. Meridian
2.Sunrich
3. Oxyfresh
4.any other.(-------------------)
Q.4) What is your monthly consumption of Meridian Aqua?( no. of cartons) 1) 0-25
2) 25-50
4) 100-150
5) Above 150 cartons
3) 50-100
76
Q.5) Which size of pack consumer mostly purchases? A. 1 ltr bottle
B. 2 ltr bottle
C. 20 ltr jar
D. 20 ltr chilled jar
E. ½ ltr bottle
F. Other (____________)
Q.6 ) What attracts you the most in choice of packaged drinking water? 1) Quality
2) Margins provided
3) Schemes
4) Dealer Services
5) Demand of product
6) Other (_____________)
Q.7) Where we can increase the availability of our product meridian aqua in the target market? 1. Hospitals
2. Schools & colleges
3.Retailer shops
4. Hotels & Restaurants
5. Homes or companies
6.Other ( __________)
Q.8) Do you use our 20 ltr jar of packaged drinking water? A) Yes
B) No
Q.9). If yes then are you satisfied with this jar? A) Satisfied
B) Unsatisfied
C) Highly satisfied
D) Highly unsatisfied
Q.10) Do you have fridge provided by your company? A) Yes
B) No
Q.11) Does Meridian aqua distributers visit your shop daily? A) Yes
B) No
77
Q.12) How often does he provide you a bill on your purchase? A} Always
B) Sometimes
C} Never
D) I never ask for bill
Q.13) Companies pricing & discount policies. (competitors in Latur city) Sr. No.
Name of company
Carton cantain bottle
1
MERIDIAN AQUA
2
SUNRICH
3
OXYFRESH
4
KIRTI GOLD
5
AQUA CARE
Prices per carton (1ltr)
Discount %
Q.14) Would you like to place any order ? ( order in cartons) 1) 250ml
2) 500ml
3) 1ltr
4) 2ltr
5) 20ltr jar
6) 20ltr chilled jar
Q.15) What would you like to suggest for the betterment of our company? Your suggestions:____________________________________________________________
78
