A

Project Study Report

On
STADY OF BRAND AWARENESS OF COOL PACKAGED
DRINKING WATER
Submitted in partial fulfillment for the Award of degree
of
Batchelor of Business Administration

SESSION - 2007-2010

Submitted By: -

Submitted To:-

Anjali Khandelwal

Surya Rashmi Rawat

Part IIIrd year

HOD BBA Department

ACKNOWLEDGEMENT
My sincere and heartfelt thanks to our college chairman Dr. V.G. Joseph for
having given me an opportunity to undertake this project work, as part of my
curricular requirements.
My thanks also to the principle of Garden City College for his appreciation and
leadership.
I greatfully acknowledge with gratitude Prof. Pious Thomas, programme
Director, M.B.A for authorizing me to carry out my internship project and thus
helping me to complete it successfully.
My sincere thanks to Mr. Gopala Krishnan, Deputy General Manager,
Establishment & Mr. Shettigar, Assistant Manager, Personnel Department,
MSIL Bangalore for allowing me to undertake my project work in his domain of
operations.
My sincere thanks to all members of my family and friends who have in many
ways contributed to see me through the successful completion of this project
work.

Anjali Khandelwal

Executive Summary

OBJECTIVE OF THE STUDY

1) To find out brand awareness of Cool Packaged Drinking Water in
Bangalore City.
2) To find out sales performance in market.
3) To analyze retailer perception towards COOL packaged Drinking water.
4) To compare the performance COOL packaged drinking water with other
brands.

RESEARCH METHODOLOGY
Survey method of research was used for this project and the primary data are taken in
to consideration for the source of this project entitled A study of brand awareness
towards cool packaged drinking water
The other information used in the study has been collected from the annual reports
and various sources of research.

SAMPLING PLAN
A sample is a portion of subset of a large population. In marketing research and a
complete group of people or entities showing same common set of characteristics, the
group from which a sample is taken is known as population.
For the study non-probabilistic sample has been employed. The sample was
chosen on the basis of convenience that the data are collected from the people who
are conveniently available.

PLAN OF ANALYSIS
The analysis of the obtained data through the field work is intended to be analyzed
through the means of statistical tools like bar chart etc.

The major findings of the study are:

The customers and retailers are not well aware of cool packaged drinking
water.
Out of the 50 retailers, only 5 retailers are selling COOL and 10 retailers
aware of it.
3

 Most of the retailers and customers are aware of branded drinking water like
Aquafina, Bisleri, Kinley, etc., this is due to their excellent distributional
channels and promotional activities.
Customers prefer only the product with high brand image and quality.
Customers do demand for particular brands retails outlet.
The major suggestions of the study are:
Creating an effective distributional channel to cover most of the areas on
suppliers should visit the retail outlets regularly.
The advertisement and sales promotion activities should increase to create
more popularity and brand image like: Advertising through media.
Selecting one of the leading cinema personalities as the Brand
ambassador.
Placing huge cut-outs where the people crowd is more like Railway
stations, Bus stands, etc.
Sponsoring for some events such as sports organization, clubs,
competitions,etc.
Placing caution boards on gates.
Company should increase the profit margin of retailers to encourage them to
sell the product.

CONTENTS
CHAPTER 1
1.1 General Introduction
1.2 Theoretical Background of the study
1.3 Industrial Background of the study
CHAPTER 2 RESEARCH DESIGN
2.1 Statement of the Problem
2.2 Review of Literature
2.3 Objective of the Study
2.4 Operational Definition of Concepts
2.5 Research Design of the Study
2.6 Source of Data
2.7 Sampling Plan
2.8 Data Collection Instruments
2.9 Organization of Field Work
2.10 Data Processing and Analysis Plan
2.11 Limitations of the Study
CHAPTER 3 PROFILE OF THE INDUSTRY & COMPANY
3.1 Origin of the Organization
3.2 Vision and Mission Statement
3.3 Division Of the Company
3.4 Organizational Structure
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
4.1 Profile of the Respondents
4.2 Consumer Profile
4.3 Retailer Profile
CHAPTER 5 FINDING SUGESSTIONS & CONCLUSIONS
Summary of Findings
Recommendations and Suggestions
Conclusions
APPENDIX
Bibliography
Annexure

LIST OF TABLES
S.N.

TABLE
NO.

TABLE TITLE

1
2
3
4

3.1
3.2
3.3
4.1

5
6

4.2
4.3

4.4

8
9

4.5
4.6

10

4.7

11

4.8

12

4.9

13
14

4.10
4.11

15

4.12

16

4.13

17

4.14

18

4.15

19

4.16

20

4.17

Table showing respondents based on age

Table showing respondent based on gender
Table showing retailers based on area covered
Table showing the number of retailers selling packaged drinking
water
Table showing various brands available in retail outlets
Table showing number of retailers selling cool packaged
drinking water
Table showing the opinion among retailers as maximum selling
brands in their outlets
Table showing quantity that is moving fast in market
Table showing attributes of packaged drinking water customer
look for at the time of purchase according to retailer
Table showing whether customer demand for particular brand or
not.
Table showing different brands of packaged drinking water that
retailers suggest to customer when they make a purchase
Table showing the awareness of cool package drinking water
among customers according to retailers
Table showing type of drinking water the respondent drink
Table showing how often consumer buys packaged drinking
water
Table showing the number of consumer aware of cool package
drinking water
Table showing the other brands that consumers are aware of
other than cool
Table showing attributes of packaged drinking water customer
look for at the time of purchase
Table showing quantities of packaged drinking water do
consumer normally buy
Table showing brand loyalty of customer towards their regular
brand
Table showing the number of consumers witch to other brand if
they get home deliver or any other facility

P.N.

LIST OF GRAPHS
SL.NO.

GRAPH
NO

GRAPH TITLE

PAGE NO.
19
21
25

1
2
3

3.1

Graph showing respondent on age

3.2
4.1

4
5

4.2
4.3

4.4

7
8

4.5
4.6

4.7

10

4.8

11

4.9

12
13

4.10
4.11

14

4.12

15

4.13

16

4.14

17

4.15

18

4.16

19

4.17

Graph showing respondent based on gender

Graph showing the number of retailers selling packaged
drinking water
Graph showing various brands available in retail outlet
Graph showing the number of retailers selling cool packaged
drinking water
Graph showing the opinion among retailers as maximum
selling brand in the outlet
Graph showing quantity that is moving fast in the market
Graph showing attributes of packaged drinking water
customer look for at the time of purchase according to retailer
Graph showing whether customer demand for particular brand
or not
Graph showing different brands of packaged
drinking water that retailer suggest to customer
when they make a purchase
Graph showing the awareness of cool packaged drinking
water among customers according to retailers
graph showing type of drinking water the respondent drink
Graph showing how often consumer buy packaged drinking
water
Graph showing the number of consumer aware of cool
packaged drinking water
Graph showing other brands that consumer are aware of other
than cool
Graph showing attributes of packaged drinking water
customer look for at the time of purchase
Graph showing quantites of packaged drinking water do
consumer normally buy
Graph showing brand loyality of customer towards their
regular brand
Graph showing the number of consumer switch to other brand
if they get home delivery or any other facility

27
29
31
33
35
37
39

41
43
45
47
49
51
53
55
57

1. 1 CHAPTER : 1 GENERAL INTRODUCTION

BRAND AWARENESS
Brand Awareness is a common measure of marketing communications
effectiveness. Unaided awareness is spontaneous; aided or prompted awareness is
when the name is recognised among others that are listed or identified. A necessary
communication objective reflecting the link in memory between the brand and the
need it fulfils (category need).
The likelihood that a particular brand will be thought of and recognised
(favourably) when consumer think of the product in which the brand operates.
The brand is as strong as its weakest link. Like a chain there has to be
strength all the way along a brands business for it to be sustainable.
If one link is weak, than the whole chain will fail. That is why everybody involved in
the brand chain is of importance and why everybody in the chain must be Brand
Aware. Thus the fast moving consumer good or consumer service brand will need
skilled practitioners in advertising (for example) if it is effectively to communicate its
brand message to its target groups.
Advertising If an add campaign is launched when there is a weakness in one
of the key brand links than the campaign or even become counter productive. And yet
this happen all to often.
Retailing For brands with retail outlets the need for Brand Awareness along
the brand chain is particularly important, and difficult. It is actually quite easy to
promote a differentiated brand identity in advertising. It is much more difficult to
deliver the brand promise at the customer interface. When the customer interface is
operated by a franchisee than to set, monitor and measure performance is vital.
Brand Awareness We believe that there must be a holistic approach to brand
management. Image must equal behaviour. Behaviour must reflect image. So Brand
Awareness must run through chain that is the company so that there is no weakest
link.

RECOGNITION AND BRAND AWARENESS

When a brand is recognised at the point of purchase and that recognition reminds the
customer of a need for the product.
Brand Recognition

A company has only one chance of impressing a customer through a first class
product and so once a customer is satisfied with the product and he goes for a repeat
purchase brand recognition results. The consumer now recognises the product with its
name and attributes. He associates the product with a set of assets and qualities and
this creates brand equity for the product.
Creation of a strong brand has been said does not end in launching a brand but
ends where it forms an identity of its own. Successful creation of a brand depends on
the following attributes :
Brand Awareness
products :

: product enjoys top of the mind recall in the category of

The Awareness Pyramid

Brand recall
Brand Recognition
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nijhhhi

Perceived Quality : There is a reason to buy your product as you have differentiated
your product from others. It is the customers perception of the overall quality or
superiority of a product or service with its intended purpose, relative to alternatives.
Brand associates : Your brand is associated with certain emotions, feelings and
qualities and also with some tangible benefits like freebies.
Brand loyalty : Consumer returns back to your product even after having a choice of
many other products in market.

1.2. THEORETICAL BACKGROUND OF THE STUDY

MARKETING:
Marketing represent the boundary between the market place and the company
and knowledge of current and emerging happenings in the market place. The
marketing concept is the philosophy of business and set of objective enabling
organization embrace the idea that they can satisfy customer needs better than their
competitors.
The American marketing association (AMA) defines marketing as the
performance of business activities the direct the flow goods and services from
producer to consumer or users Kotler has defined marketing as social and managerial
process by which individuals and grows obtain what they need and want through
creating, offering and exchanging products of value with others.

MARKETING MANAGEMENT
Marketing management is the process of planning and executing the
conception, pricing promotion and distribution of idea, good, service to create
exchange that satisfy individual and organizational goals.

MARKET
The word market is a derivative of the Latin word marcatus meaning there by
Marchandise, ware, traffic, trade or a place where business is conducted. According to
Clark and Clark a market is a centre about which or an area in which the forces
leading to exchange or title to a particular product operates and towards which the
actual goods tend to gravel. According to Kotler market is the set of all actual and
potential buyers of product.

MARKET MIX
Marketing mix is the specific combination of interrelated and interdependent
marketing activities in which an organization engages to meet its objectives. Four Ps
of marketing are the basic elements of marketing mix product, place, price and
promotion, it is also called the controllable variables or marketing because they can be
controlled and manipulated by the marketer.

MARKET ANALYSIS

10

Market analysis is concerned with discerning wants and needs of customer and
how they buy to satisfy those needs. Rapid change, global competition and diversity
of buyers preference in many markets the constant attention of market watcher to see
the shifting requirement of buyers evaluate change in competitive positioning, and
spot opportunities for new products and services. Markets analysis identifies
promising business opportunities, evaluates existing and potential competitors, guides
the choice of which buyers to target and indicates the customer requirements to be
satisfied.
A product market consist of specific product (or a line of related products) that
can satisfy a set of needs and wants for the people (or organisation) willing and able
to purchase it. Analyzing markets need to be defined so that the right buyers and
competition are analyzed. For analysis about the organization customer, environment
and marketing activities, marketers needs together enough information to understand
past events, to identify what is occurring now, and to predict what might occur in the
future. Good, timely marketing information is an extremely valuable management
tour because it reduced uncertainty and the risk associated with decision-making.
Analysis should be customer focused to analysis their needs and want. Market
analysis helps to develop new products, to improve existing product and to make
changes in price, promotion and distribution strategies and tactics. Information
collected from market analysis helps in defining problems or identifies opportunities.
1.3 INDUSTRIAL BACKGROUND OF THE STUDY
PACKAGED DRINKING WATER INDUSTRY
There are 250 odd packages water brands jostling for the market, but the truly
national players are only four. This market has been seeing exponential growth rates
and industry predicts it will soon be the largest segment in the soft drinks market,
outstripping even carbonated drinks, which has been losing market to both, fruit
drinks/juices and packages drinking water. The industry has come a long way since its
early years. The industry has grown overall around 40-50% per annum in the last five
years.
Info quest Indias report on the packaged drinking water market in India gives the
salient features of the industry in a clear and concise format. Keeping in view the the
importance of purity of packages and mineral water, BIS has published two Indian
standards, IS 13428:1998 (Packaged Natural Mineral Water) and IS 14543:1998
covered both these products under BIS mandatory certification scheme with effect
from 29th march 2001. so far, 1018 licenses have been granted for packaged drinking
water and 7 for packaged natural mineral water.
Here is a data for global market in 2004, in billions of litters consumed.
USA
Mexico
China
Brazil
Italy
Germany

25.8
17.7
11.9
11.6
10.7
10.3

11

France
Indonesia
Spain
India
All others
Total

8.5
7.4
5.5
5.1
39.9
154.3

Growth
A large number of small units came up during 1999-2006. the sudden proliferation of
small units is due to government policy. Now we can also see that medium family
class consumes packaged drinking water. So due to high consumers ratio, many small
units has been arrived.

12

CHAPTER-2
RESEARCH DESIGN
2.1 Statement of the problem
Modern marketing, which has to be done in competitive environment ,calls for
developing a qualitative product, pricing it attractively making it readily available and
acceptable to the target customers.
The study is conducted on the topic A study on brand awareness of cool packaged
drinking water on behalf of MSIL. Cool is newly introduced product of the MSIL.
Brand awareness ofcool packaged drinking water in the market requires a great deal
challenges for MSIL. Analysing the market after intensive research and survey will be
helpful for MSIL to identify and describe its right buyers, understand their preference
for product, their satisfaction level needs awareness and to find out which competitors
are doing well in the market.

2.2 REVIEW OF LITERATURE

For this study the following books and website were reviewed.
Books
Marketing management- by Philip kotler
This book was referred to understand the concept of marketing and some
operational definitions like market, brands, retailers, satisfactions,
concepts of market analysis and market.
Research Methodology- by Pamela and cooper.
This book was referred for basic concepts of marketing research, research
design, and sampling size decisions.

Website:
The website used are:

13

www.google.com
www.msilonline.com

2.3 OBJECTIVES OF THE STUDY

1) To find out brand awareness of COOL packaged drinking water in
Bangalore city.
2) To find out sales performance in market.
3) To analyze retailers perceptions towards COOL packaged drinking
water.
4) To compare the performance COOL packaged drinking water with
other brands.
2.4 OPERATIONAL DEFINITIONS OF CONCEPTS
1) MARKET: a market is a colletion of buyers and sellers who
transact over a particular product or product class.
2) CONSUMER: is aperson who buys any product or a service for a
price which has been paid in part or that we can make strategic
marketing decisions without doubt, marketers who understand
consumer behaviour have a great competitive advantage in the
market.
3) PRODUCT: a good, service or idea that offers a bundle of tangible
and intangible attributes to satisfy consumers.
4) COMPETITORS: are those who seek to satisfy the same
customers and need and making similar offer.
5) BRAND: is a name, term, sign, symbol, or combination of these
intended to identify the goods and services of these seller or group
of sellers and differentiate them from those of competiton.
6) PRICE: the amount of money or the consideration that is
something of value given exchange for a product.

14

7) RETAILING: it includes all the activities involved in selling

goods or services directly to final consumers for personal, non
business use.
8) REATIL STORE: it is any business interprise whose sales volume
comes primarily from retailing.
9) QUALITY: quality is fitness for use, which demands quality of
design, quality for conformance, availability and sufficient field
service.
10) COMPETITION: includes the actual and potential rival
offerings and substitutes that buyer might consider.
2.5 RESEARCH DESIGN OF THE STUDY
Research design is the plan, structure ad strategy of the investigation, so
as to obtain answers to research questions and to conrol varience.
A study of brand awareness of COOL packaged drinking water on
behalf of MSIL had adopted exploratory research. The study describes the
opinion, perception of retailers and consumer towards product.

15

2.6 SOURCES OF DATA:

PRIMARY DATA:
questionnaire.

Primary

data

was

collected

through

SECONDARY DATA: this data was collected from industry report and
website of the company (www.msilonline.com) and using various search
engine sites. (www.google.com)
2.7 SAMPLING PLAN
For the study, non probabilistic sample has been employed. A sample
chosen on the basis of convenience that the data are collected from the
people who are conveniently available.
CONSUMER SAMPLNG PLAN
Sampling unit: household
Sample size : 50 household
Sample technique : non probabilistic
RETAILERS SAMPLING PLAN
Sampling unit: retailers
Sample size :50 retailers
Sample technique : non probabilistic, convenience sampling
2.8 DATA COLLECTION INSTRUMENTS
In this project work questionnaire was employed as data collection
instruments, both for retailers and consumers. Questionnaire was
made simple and direct to get quick response from respondents.

16

Questions were prepared in such a way that it creates interest to the

respondent.
2.9 ORGANISATION OF THE FIELD WORK
Market survey was conducted in different places of Bangalore city
in order to get information; it took four weeks approximately to
survey both customers and retailers.
2.10 DATA PROCESSING AND ANALSIS PLAN
Statistical tools like percentage analysis and bar graphs were used
with help of tables.
2.11 LIMIATIONS OF THE STUDY
The study was confined to the respondents of Bangalore city.
About seven brands of packaged mineral water were
considered for the purpose of comparison due to lake of
time.

17

CHAPTER:3 COMPANY PROFILE

3.1. Origin of the organisation
Established in the march, 1966, MSIL is today a vibrant, multidimensional marketing and export organisation reflecting the changing
consumer profile of the country.
In the late 60s,MSIL was merely a centralized marketing unit for the
numerous state owned industrial but by the late 70s the company had
long got over teething troubles and proved its capabilities.
MSILs flexibility and adoptability helped it develop the necessary
expertise and infrastructure for different projects. MSIL was asked to
handle special projects for the government like the distribution of
imported cement during a nation wide shortage and export of surplus
white rice. The company was entrusted with the responsibility of
manufacturing and distributing quality notebooks to students, at
reasonable price. What resulted were the vidya and lekhak notebooks,
brand names and their own right, and popular not only in karnataka but
also in the neighbouring states.
The company was also asked by the Indian customs to manage the
Bangalore air cargo comples, functioning as custodians of air cargo. In
the 80s still forging ahead, MSIL entered the customer durables market
through its hire purchase scheme MSIL homemaker. The scheme was
basically intended to facilitate the government salaried class. MSIL next
ventured in to the travel sector with MSIL tours and travels to help need
the growing travel requirements of government officials. In the early 90s
the need to streamline distribution of Indian made foreign liquor (IMFL)
in the state was taken care of the MSIL. The companys wide and well
entrenched marketing network took over the distribution effortlessly and
effectively.

18

MSIL has offices in different part of the country and is also exploring
export business. To review the states cultural traditions, MSIL has
instituted an annual light music competition among students, called
Nityotsava. Art camps were also organized annually to create a forum for
new paintings from leading artists.

Vision and Mission statements of MSIL

VISION
To remain customer focused always by constantly providing tangible and
measurable value for money in terms of the product and services.
MISSION
To look forward and adapt to the times, to offer every consumer the best
quality at the most affordable price.

19

DIVISIONS
LOTTERY DIVISION
MSIL was appointed the sole selling agent of Karnataka state lottery
(KSL) by the state government. KSL, marketed by MSILs lottery
divisions, has the distinct identity of being the most trusted lottery in the
country. KSL has enjoyed a successful innings for more than thirty years
in highly competitive market and has held the lead among a host of
private and public sector players regular innovative draw held with public
participation, immediate announcement of results and prompt
disbursement of prize money are what have contributed towards KSLs
popularity.
BANGALORE AIR CARGO COMPLEX
In 1977, MSIL was appointed cargo custodians by customs and since
been serving the needs of exporters and importers. MSILs
Bangalore Air Cargo complex today handles over 45,000 tonnes of export
and import cargo every year has all the facilities required for customs
examinations and clearance. The offices of several senior customs
officers, customs house agents and several airlines offices are located are
within the cargo complex premises. An X-ray machine has been installed
for screening of export cargo. With APEDAs help, a 4,200 sq. ft. (20
tonnes capacity) cold room has been set up for storing perishables.
In 2004, MSIL constructed a state-of-art export warehouse of 80,000 sq.
ft. the company has over 2,60,000 sq.ft. of warehouse land near the
airport, sufficient for the growing needs of the cargo industry.

20

In july 2005 MSIL began operations from a newly constructed and

modern 50,000sq.ft. warehouse space adjoining the Bangalore airport.
This is used exclusively for the safe storage of valuable import cargo.
EXPORT DIVISION
Karnatakas exports have increase over the years, and MSIL has been
exploring new global trade markets. For many years now MSIL has been
successfully selling sandalwood, oil, soaps, spices,coffee, rice. Garments
and other commodities to overseas buyers. The company also acts as the
local agents for international business buyers who wish to enter the
Indian market and for foreign buyers to source products in India.
Inn response toto the market demand from china for iron ore today, MSIL
is now diversifying into iron ore exports and has already exported 41,000
MTs of calibrated iron ore worth 2.8 million US$ to that country.
Currently the company is engaged in finalising long term contracts with
reputed iron ore mines in Karnataka, including the state owned Mysore
Minrels Limited, for procuring and exporting necessary qualities at
required standards to buyers in china.
CHIT FUND
Recognising the growing need of consumers for safe investment and easy
access to their money, MSIL has set up a chit funds division and launched
its own chit funds under the brand name MSIL Moneytree.
As a state government company of almost forty years existence, MSIL
has a reputation in the market for stability, reliability, and integrity.The
scheme blends both saving and borrowing and targated at mobilising the
household savings of lower and middle income groups and chaneelising
for their own welfare.The MSIL Moneytree chits has therefore received
enthusiastic response from the public, especially as it offers schemes for
every income bracket.
HIRE PURCHASE
Consumer durables like T.V sets washing machines, refrigerators, audio
systems, VCRs, computers, mixies are no longer considered luxuries but
necessities of life. Government
Servants with their limited income find it difficult to make an outright
purchase of the gadgets of their choice. The hire purchase division of
21

MSIL has floated the MSIL homemaker scheme to enable employee of

PSUs and the government to buy consumer durables of renowned
brands. Purchases can be made in easy instalments at a nominal rate of
interest.The scheme also extends to two wheelers and cars, with a longer
repayment period.
Centers at Mysore, Hubli, Gulbarga and Mangalore have helped to make
the scheme accessible to a large number of people.
TOURS AND TRAVELS
The MSIL Tours & Travels division was set up to look after the travel
needs of the officials of the Government, State Boards and corporations.
It is recognised by IATA and in association with Orbit Tours and Trade
Fair Private Limited of Mumbai, promoters package tours to various trade
fair abroad.The division also acts as an agent for Karnataka Tourism by
taking on the bookings of ITDC, KSTDC and jungle lodges & resorts.
The Information center run by MSILs Tours & Travels division at
Mumbai and NewDelhi, is a single point for travel arrangements within
Karnataka, for hotel bookings and guides.

CONSUMER PRODUCTS
Catering to the consumer market, MSIL has successfully launched a wide
range of products which includes detergents and soaps, edible oils, fruit
juices, bath soaps, breakfast foods, talcum powder and shampoos. MSILs
well entrenched and wide network has made inroads all over India, so as
to reach a vast spectrum of people.
MSIL currently produces and markets total detergent bar in Tamilnadu
and Pondicherry. Elephant brand mustard oil, Gold crunch cornflakes
Lumbini dhoop and agarbathis are marketed in the northern and western
regions of the country.
Paper division is now marketing cool, packaged drinking water. Plans are
afoot to extend cool to include mineral water soda, herbal water and
flavoured soft drinks.
SILK SHOWROOMS

22

Mysore Sales International Limited, the reputed marketing force of

kanataka with over 35 years of experience, has been trading in silks for
over 20 years. It has opened up the enchanting world of silk for you at
MSIL Mandara, an exclusively showroom for exquisite silk, located
centrally with ample parking space, it is an ideal stop for your festival and
wedding shopping. It provides original silk at a fair price grown from
humble trading house to a vibrant multi products, multidimensional
marketing company offering a wide range of products and services. The
collection is unending and so is the enhancement of products for
household like rubberised coir mattress, cushions, and super soft pillows
and contemporary jewellery items.
Monthly instalment facility is made available to all permanent employees
of the state Government and state owned undertakings, boards,
corporations and reputed customers with 0% down payment and six
monthly instalments.
ORGANIZATIONAL STRUCTURE

Managing Director

Executive Director
Director

General Manager
(Finance and administration)
General Manager
(Air Cargo)
Dty General Manager
(Fin. & Admin.)

General Manager
(Sales & Personal)
General Manger
(Paper)
Dty General Manager
(Sales & Personal)

23

Dty General Manager

(Export)

Dty General Manager

(Lottery)

Special Officer

Dty General Manager

CHAPTER : 4
PROFILE OF THE RESPONDENTS
Consumer profile:
The consumer profiles in this study includes age and gender.
Table 3.1 Table showing respondent based on age.
Age

No. of respondent

% of respondent

18-25

12

26-30

18

36

31-40

16

32

Above 40

10

20

Total

50

100

Source : Field Survey

Analysis:
Majority of the respondent fall within the age group 26-40and it is
followed by age group >40.
Interpretation
From above table we can see that more of the respondents covered lies in
age between 26-40 above.
24

Graph 3.1 Showing respondent based on age

25

Table 3.2 showing respondents based on the gender.

Table 3.2
Gender

No. of respondent

% of respondent

Male

16

32

Female

34

68

Total

50

100

Analysis and interpretation :

From above data we can say that 68 % of the respondents are female and 32 % of the
respondents are male. It shows maximum respondents are female.

26

Graph 3.2 Showing respondent based on gender

27

Retailer profile.
The retailer profile in this study includes its area covered.

Area
Rajajinagar

Table 3.3 showing retailers based on area covered

No. of respondents
% of respondents
5
10

Padmnabha nagar

k.r.road

j.p. nagar

Banashankari

Marathahali

10

Vijayanagar

10

Nagarbhavi

Malleshwaram

Kumaraswamy layout

Kamkya

Indira nagar

Sadashiv nagar

M.S. ramaih nagar

Total

50

100

28

Interpretation
Maximum area covered is Rajajinagar, Marathahali, Vijayanagar.

CHAPTER: 5
ANALYSIS OF FINDINGS
Data analysis and interpretation
Table 4.1
Table showing the number of retailers selling packaged drinking water.
Parameters

No. of respondents

% of respondents

Yes

50

100

No

Total

50

100

Interpretation:
It is clearly seen from the table that 100% of the retailers are selling. packaged
drinking water.
Inference
Since the majority of the retailers are selling packaged drinking water it is clear that
packaged drinking water is available in most of the shop.

29

Graph 4.1 Showing number of retailers selling packaged drinking water

30

Table 4.2 Table showing various brands available in retail outlets.

Brands

No. of retail outlets

% of retail outlets

Bisleri

26

21.84

Aquafina

29

24.36

Kinley

24

20.16

Dsp

4.20

Cool

4.20

Anytime

15

12.60

Kingfisher

4.20

Local

10

8.40

Toatal

119

100

Interpretation
From above table, the highest amount of brand available with retailers is Aquafina,
followed by Bisleri, Kinley, Any time, Local, DSP, Cool, Kingfisher.
Inference
From above interpretation can say that Aquafina ,Bisaleri, brands are maximum
available in maximum number. COOL is in still initial stage.

31

Graph 4.2 Showing various brands available in retail outlets

32

Table 4.3
Table showing the number of retailers selling COOL packaged drinking water.
Parameters

No. of Respondents

% of Respondents

Yes

10

No

45

90

Total

50

100

Interpretation
It is likely seen from the table that only 10% of the retailers are selling cool packaged
drinking water.

33

Graph 4.3 Showing the number of retailers selling COOL packaged drinking water

34

Table showing the opinion among retailers as maximum selling brand in their outlet.
Table 4.4
Brands

No. of respondents

% of respondents

Bisleri

13

26

Aquafina

16

32

Kinley

12

24

Dsp

Cool

Any time

Kingfisher

Local

Total

50

100

Interpretation
From above table, the brands having the maximum sales in the market are Aquafina,
followed by Bisleri, Kinley, Any time, Local, DSP, Cool, Kingfisher.
Inference
From the above interpretation we can say that Aquafina, Bisleri, brands have
maximum sales in market. So cool sales is less than average

35

Graph 4.4 Showing the opinion among retailers on the brand selling the maximum in
their outlet.

36

Table showing quantity that is moving fast in market.

Table 4.5
Quantity

No. of respondent

% of respondent

0.5 ltr

11.11

1 ltr

33

52.38

2 ltr

20

31.74

25ltr

4.70

Interpretation
From above table we can say that 1 ltr is fast moving in market, followed by 2 ltr, 0.5
ltr, 25 ltr.
Inference
From above interpretation we can say that 1 ltr bottles are the fastest moving, so
cool has to concentrate more on this denomination.

37

Graph 4.5 Showing quantity that is moving fast in market.

38

Table 4.6
Table showing attributes of packaged drinking water customer look for at the time of
purchase according to retailers.
Attributes

No. of attributes

% of respondents

Look

8.47

Price

3.38

Quality

15

25.42

Brand image

27

45.76

Convenience

10

16.94

Total

59

100

Interpretation
It is clearly seen from the table that customers look for the brand image in packaged
drinking water, followed by quality, convenience, look, and price.
Inference
From above interpretation it shows customers first preference is brand image and
then only quality, price, etc. So the company should build up brand image.

39

Graph 4.6 Showing attributes of packaged drinking waster customer look for at the time of
purchase according to retailers.

40

Table 4.7
Table showing whether customer demand for particular brand or not.
Parameters

No. of respondent

% of respondent

Yes

36

72

No

14

28

Total

50

100

Interpretation
It is clearly seen from the table that 72 % of the customer demands for a particular
brand.
Inference
Since the majority of the customer demand for particular brand, it is important that
company should improve brand image.

41

Graph 4.7 Showing whether customer demand for particular brand is not.

42

Table 4.8
Table showing different brands of packaged drinking water that retailers suggest to
customers when they make a purchase.
Parameters

No. of respondents

% of respondents

Yes

18

36

No

32

64

Total

50

100

Interpretation
It is clearly seen from the table that 64% of the retailers do not suggest to customers
when they make a purchase.
Inference
Only 36% of the retailers suggest different brands this is due to over stock or they get
high profit margin.

43

Graph 4.8 Showing different brands of packaged drinking water whether retailers
suggest to customer or not when they make a purchase.

44

Table 4.9
Table showing the awareness of cool package drinking water among customers
according t retailers.
Categories

No. of respondent

% of respondent

Well aware

Little aware

10

Not aware

45

90

Total

50

100

Interpretation
It is clearly seen from the table that only 10 % of the customer are aware of cool
packaged drinking water according to retailers.
Inference
Since the majority of the customer are not aware of cool packaged drinking water it is
clear that company has not concentrated in promotion and advertising activities. So
the company should make aware to customers by different advertising media.

45

Graph 4.9 Showing the awareness of cool packaged drinking water among customers
according to retailers.

46

Table 4.10
Table showing type of drinking water the respondent drink.
Types

No. of respondent

% of respondent

Aqua guard

13

26

Filtered water

21

42

Packaged drinking water

Total

16
50

32
100

Interpretation
It is clearly seen from the table that 42% of the customer drinks filtered drinking
water, 32% of them drink packaged drinking water and 26% of them use aqua guard.
Inference
Here we can see that 32% of the customer consumes packaged drinking water.

47

Graph 4.10 Showing type of drinking water the respondent drink.

48

Table 4.11
Table showing how often consumer buys packaged drinking water.
Parameters

No. of respondent

% of respondent

Regularly

16

32

Occasionally

34

68

Total

50

100

Interpretation
From above table we can see that 32% of consumer use packaged drinking water
regularly, while 68% of consumer use packaged drinking water occasionally.
Inference
However 100 % respondents use packaged drinking water. So the company has to
encourage retailers and distributors to keep stock ensure the regular supply of
packaged drinking water as per the consumers requirement.

49

Graph 4.11 Showing how often consumer buys packaged drinking water.

50

Table 4.12
Table showing the number of consumers aware of cool packaged drinking water.
parameters

No. of respondent

% of respondent

yes

No

47

94

Total

50

100

Interpretation
It is clearly seen from the table that only 6 % of consumers are aware of cool
packaged drinking water.
Inference
Since the majority of the consumers are not aware of cool packlage drinking water,
the company should create awareness in the consumers by using different advertising
media.

51

Graph 4.12 Showing the number of consumers aware of cool packaged drinking water.

52

Table 4.13
Table showing other brands that consumers are aware of other than cool.
Brands

No. of consumers

% of consumers

Bisleri

48

34.78

Aquafina

42

30.43

Kinley

28

20.28

Kingfisher

10

7.24

Local

10

7.24

Total

138

100

Interpretation
From above table, the maximum number of consumer are aware of Bisleri, Aquafina,
etc.
Inference
From the interpretation it shows consumers are well aware of other brands other than
cool.

53

Graph 4.13 Showing other brands that customer is aware of other than cool.

54

Table 4.14
Table showing attributes of packaged drinking water customer look for at the time of
purchase.
Attributes

No. of respondents

% of respondent

Look

3.50

Price

15

26.31

Quality

17

29.82

Brand image

23

40.35

Total

57

100

Interpretation
It is clearly seen from the table that customers look for the brand image in packaged
drinking water.
Inference
From above interpretation it shows customer first preference is brand image and then
only quality, price, etc. so company should build up brand image.

55

Graph 4.14 Showing attributes of packaged drinking water customer look for at the
time of purchase.

56

Table 4.15
Table showing quantities of packaged drinking water do consumer normally buy.
Quantities

No. of respondent

% of respondent

0.5ltr.

10.44

1 ltr.

30

44.77

2 ltr.

12

17.91

25 ltr.

18

26.86

Total

67

100

Interpretation
From above table , we can say that most of the customers normally buys 1 ltr, then the
25 ltrs.
Inference
From above interpretation can say that 1 ltr. & 25 is fast moving , so cool has to
concentrate more on this quantity.

57

Graph 4.15 Showing quantities of packaged drinking water normally buy.

58

Table 4.16
Table showing brand loyalty of customer towards their regular brand.
Category

No. of respondent

% of respondent

Try another brand

20

40

Go to another brand

27

54

Postpone purchase

Total

50

100

Interpretation
From above table, it can be seen clearly that 52 % of the consumer go to another shop,
while 40 % of the customer try another brand.
Inference
Hence maximum no. of customer are loyal to their brand. While 40 % of them try
other brand, so company should make available its brand in all outlets

59

Graph 4.16 Showing brand loyalty of customer towards their regular brand.

Table 4.17

60

Table showing the number of consumer switch to other brand if they get home
delivery or any other facility.
Parameters

No.of Respondents

% of Respondents

Yes

19

38

No

31

62

Total

50

100

Interpretation:
From the above table, we can say that 42% of customer seems to switch other brands.
Inference:
So the company should try to build up effective distribution as per customer
requirements.

61

Graph 14.7 Showing the number consumers switches to other brand if they get home
delivery or any other facility.

SUMMARY OF FINDINGS

62

From the analysis and evaluation of data collected the following findings have been
recorded
The customers and retailers are not well aware of cool packaged drinking water.
Out of the 50 retailers, only five retailers are selling COOL and ten retailers are of it.
Most of retailers and customers are aware of branded drinking water like Aquafina,
Kinley, Bisleri, etc., this is due to their excellent distributional channels and
promotional activities.
Customers prefer only the product with high brand image and quality.
Customer do demand for particular brands retails outlet.
Few retailers suggested for particular brand to customer at the time of purchase due to
high profit margin, stock availability.
Customers who use packaged drinking water regularly prefer 25 litres can.
Customers do try the other brands if their preferred brand is not available in the shop.
It is found that retailers are reluctant to keep Cool Due to irregularity or absence of
distributors in the respective areas.
One litre and Two litres are fast moving quantities.
Some customers due switch to another brand if they get some facilities like home
delivery, etc.,
Most of the packaged drinking water users are residing in areas where good drinking
water is unavailable.
Most of the customers who look quality and brand image come under the age group
of 35 and above, who are most health conscious people.
Most of the institutional buyers prefer drinking water which offers the lowest price
and best supply.
Most of the customers use Aquaguard and filtered water; these are the customers who
are residing in areas where they get good drinking water.
Few customers do act as the opinion leaders.
Most of the customers take buying decision based on how the product is positioned in
their mind set.

63

RECOMMENDATIONS AND SUGGESTIONS

It would be in the interest of MSIL if the following recommendations are
implemented.
Creating an effective distributional channel to cover most of the areas and
suppliers should visit the retail outlets regularly.
The advertisement and sales promotion activities should increase to create
more popularity and brand image like
Advertising through media
Selecting one of the leading cinema personalities as the brand
ambassador.
Placing huge cut outs where the people crowd is more like Railway
Stations, Bus Stands, etc.,
Sponsoring for some events such as sports organisation, clubs,
competitions, etc.
Placing caution boards on gates.
Company should increase the profit margin of retailers to encourage them to
sell the product.
Company should improve product attributes like design and look.
Company should improve product differentiation.
Company should sell the product at high discount to some organisation, so that
they may use the product as a complimentary gift to their products or
services , E.g. In Petrol Bunks, Event management companies, Bus operators
etc.

64

CONCLUTION
The researchers feels if the recommendations outlined are received well and
implemented by MSIL it will certainly help in increasing the consumption of COOL
packaged mineral water.

65

BIBILOGRAPHY

KOTLER PHILIP

PRINCIPLES OF MARKETING

COOPER. R.

BUSINESS RESEARCH METHODS

WEBSITES:
THE WEBSITES USED ARE:

WWW.GOOGLE.COM
WWW.MSILONLINE.COM

66

67

CUSTOMER QUESTIONNAIRE

1.

Age

: _____________________________________

2.

Address

: _____________________________________

3.

Income : a) 5,000 to 10,000 (

c) 15,000 to 20.000

4.

Which type of drinking do you drink ?

a.
b.
c.

Aqua guard
Filtered water
Packaged Drinking water

5.

How often do you buy packaged drinking water ?

) b) 10,000 to 15,000 (
d) Above 20,000 (
)

(
)

(
(

)
)

__________________________________________
6.

Are you are of Cool packaged drinking water ?

Yes ( )
No ( )
If No, which other brand are you aware of
___________________________________
If Yes, what do you feel about cool packaged drinking water ?
a. Excellent ( ) b. V. good ( ) c. Good ( ) d. Ave ( )

7.

While making the purchase which attributes of the product do you prefer
most?
a. Attractive Look ( ) b. Prince ( ) c. Quality ( ) d. Brand Image ( )

8.

What quality of packaged drinking water do you normally buy ?

_____________________________________________________

9.

If you preferred brand is not available in the retail store, will you
a. Try another brand ( ) b. Go to another shop (
c. Postpone your purchase ( )

10.

Do you switch to other brand if they provide home delivery or any other

68

Facility ?
_________________________________________________________
11.

Any feature of cool packaged drinking water, which you are not
satisfied with ?
__________________________________________________________

12.

Would you recommend this brand to others ?

Yes (

No (

69

RETAILER QUESTIONNAIRE
Age

: _____________________________________

Business

: _____________________________________

Address

1.

Do you sell packaged drinking water ?

Yes ( )
No (
)
If no, please specify

2.

What are the brand do you sell ?

..
..

3.

Do you sell cool packaged drinking water ?

Yes ( )
No ( )
If yes, what do you feel about cool| packaged drinking water ?
a) Excellent ( )
b) V. Good (
)
c) Good
( )
d) Average ( )
If no, please specify

4.

What quantity of packaged drinking water (brand) has a maximum

sales in your outlet ?

5.

What quantity of packaged drinking water is frequently sold ?

.

6.

At the time of purchase of water which attributes do customer look

for ?
a) Attractive look ( )
b) Quality ( )
c) Price ( )
d) Brand Image ( )
e) Convenience ( )

7.

Do the customer demand for a particular brand ?

Yes ( )
No ( )
Which packaged drinking water do you suggest to customers when they make
a purchase and why ?

8.

70