A STUDY TO UNDERSTAND THE POTENTIAL OF 250ML, 500ML AND 5L MINERAL WATER PACKS IN THE MARKET

Submitted in partial fulfilment of the requirement For MBA degree course

By SHRUTI RAJ (Reg. No.: 1020257) Under the Guidance of Faculty Guide Mrs. LAKSHMI IYER Faculty, Dept. of MBA, Christ University, Bangalore. Company Guide Mr. LAKSHMI NARASIMHAN ASST. GENERALMANAGER-SALES BISLERI INTERATIONAL PVT.LTD., Delhi.

CHRIST UNIVERSITY INSTITUTE OF MANAGEMENT

BANGALORE - 560 060 MBA 2010-2012

CERTIFICATE FACULTY GUIDE

This is to certify that this internship report on the title A STUDY TO UNDERSTAND THE

POTENTIAL OF 250ML, 500ML AND 5L MINERAL WATER PACKS IN THE MARKET is a bonafide work of Ms SHRUTI RAJ.,under my guidance and support. This report is a part of MBA course with specialization in Marketing stream and the content and the work done is genuine with respect to the information covered and thought expressed.

Place :Mrs. Lakshmi Iyer Date : Faculty, CUIM

DECLARATION

I, Shruti Raj, hereby declare that the project report titled A STUDY TO UNDERSTAND THE POTENTIAL OF 250ML, 500ML AND 5L MINERAL WATER PACKS IN THE MARKET submitted for the partial fulfilment of the requirements for the award of the Master of Business Administrationis my original project work and has been carried out under the guidance of Mrs. Lakshmi Iyer, (Faculty), Christ University Institute of Management and Mr. Lakshmi Narasimhan, Asst. General Manager-sales, Bisleri International Pvt. Ltd., Delhi.

Place: Date :CUIM,Bangalore.

ShrutiRaj( 1020257 )

ACKNOWLEDGEMENT

I consider it my privilege to express a few words of gratitude and respect to all those who guided and inspired me in the successful completion of the project. I wish to take this opportunity to express my deep sense of gratitude to thank Mr. Lakshmi Narasimhan, Asst. General Manager-Sales, BISLERI International Pvt. Ltd, Delhi for his invaluable guidance throughout my project.

I also convey my sincere gratitude to my faculty Guide Mrs. Lakshmi Iyer, CHRIST UNIVERSITY INSTITUTE OF MANAGEMENT and all my friends and my family for their encouragement and support extended to me during the course of my project. At the end I would not forget to thank other members of Bisleri International Pvt. Ltd. who treated me with respect and helped me in the best of their capacity.

ShrutiRaj , ( 1020257)

EXECUTIVE SUMMARY

The bottled water industry in India is currently valued at more than $ 1.5 billion. The bottledwater industry is growing at rate of 18% CAGR and has attracted many players including Pepsiand Coca Cola. The pioneer of the industry ParleBisleri has grown over the years andmaintained its top position. The bottled water industry consists of organized and unorganized players. There are about 2000unorganized players which operate locally. The industry is dynamic and the companies operatein hypercompetitive environment. The strategic analysis of company like ParleBisleri becomesvery important in this situation. In the present report I have tried to find out the scope of the 250ML, 500Ml and % l packages. I have treiied to put across the relevant information by conducting a market suvey with the retailers in the market focussing on their insights of keeping such packages in the market the demand for the same. In other words a PRIMARY data collection tachnique has been used for this exploratory research and have evaluated that analysisconsidering the external environment and core competencies. We have found that the companyis lagging a lot behing when it comes to talking about the services to the various retailers across DELHI. Thecompany faces threat from its competitors as it is single product company. Thecompany has adopted expansion strategy to increase the reach and achieve operationalefficiencies. We have made certain recommendation based on this analysis. I recommend thatthe company should strengthen its distribution network, form alliances and joint venture, acquiresmall players and adopt related diversification if it has to sustain in the market.