Analysisofmarketingstrategyofmineralwaterindustry

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ANALYSIS OF MARKETING STRATEGY OF MINERAL WATER INDUSTRY [A CASE STUDY OF BISLERI] A

RESEARCH REPORT
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE DEGREE
OF

MASTER OF BUSINESS ADMINISTRATION
INDRAPRASTHA UNIVERSITY, DELHI 06)
TO

(2004-

Submitted To :

Submitted By :

Mrs. Harpreet Kaur

Nitesh Kumar

BLS INSTITUTE OF MANAGEMENT
MOHAN NAGAR GHAZIABAD

CONTENTS

CONTENTS
 Acknowledgement

 Executive Summary  INTRODUCTION  About the industry Mineral Water Industry- Current Market Scenario Company Profile

Marketing Strategy Advertising Campaign of Bisleri Packaging and Distribution Marketing Mix Competition in Market Product Profile Manufacturing  Objective  METHOD OF STUDY  Research Design  Tools and Instrument Used for the Study  Procedure and data collection  RESULT AND DISCUSSION  Findings and Statistical Analysis  SWOT analysis Conclusion  Recommendation  Limitations  Bibliography



Annexures

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT

The accomplishment of my research was possible only due to the cooperation, coordination and united efforts of different individuals, several sources of material, knowledge and time. Pertaining to this I therefore take this opportunity to express my deep sense of gratitude to entire staff and employees of the Bisleri Ltd.

I am very grateful to Mrs. Harpreet Kaur (Faculty) for his guidance and encouragement for his Kind Cooperation.

The moving spirit behind this research was all of them, without their constant encouragement and support this research would not have been a successful outcome.

NITESH KUMAR MBA IVth Sem.

EXECUTIVE SUMMARY
TITLE: ANALYSIS OF MARKETING STRATEGY OF MINERAL WATER INDUSTRY [A CASE STUDY OF BISLERI] Rationale of study: Water is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common Man. Eighty percent of the human metabolism consists of water. This is the reason why 90% of human diseases are water borne.

Objective:

The objective of research are as follows :

 To determine the market share of Bisleri Brand of Bottle Water.  To find out the preference level of respondents regarding Bisleri Brand of Bottle.  To assess the brand awareness of the Bisleri in the Mineral Water Segment.  To Study the brand positioning of Bisleri.

Importance:
1) This report is useful for the researchers who are willing to do research on the Mineral water Industry and its present competitors in the market. 2) This report shows the problems associated with the Mineral water industry in the market as it helps in removing these problems. 3) This report can be useful as a secondary data for Mineral water industry. 4) This report helps in knowing the current and future scenario of Mineral water industry. 5) This report helps in knowing market position of different Mineral water industry.

Research Methodology:
The research conducted by Exploratory Research this type of research is Qualitative and Quantitative. Qualitative refers to the characters of the data or process by which the data are gathered. The research process consists of a series of closely related activities. Why a research study has been undertaken. Why a research study has been undertaken, how the research problem has been defined, in what way and why the hypothesis has been formulated, what data has been collected and what particular method has been adopted and a host of similar other question are usually answered when we talk of research methodology concerning a research problem or study.

Sampling:
The data was to be collected only from the Consumers and Retailers. A questionnaire Consumers. A decision has to be taken concerning a sample unit before selecting the number of samples. It may be geographical as well as individual. was prepared and interviewing with...
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