40518140 15563750 Kingfisher Report on Market Reserch Subhkaran Bishnoi

8/8/2019 40518140 15563750 Kingfisher Report on Market Reserch Subhkaran Bishnoi

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AProject report

on

Designing & Implementing the market strategyplan for retail sales & bulk pack of Kingfisher in Jaipur market

MAHARAJA COLLEGE OF MANAGEMENT{Affiliated to Rajasthan Technical University, Kota}

Udaipur Rajasthan

Partial fulfillment of requirement of degree of

MBA 2007-2009

Submitted By:-

Subhakaran Bishnoi

M.B.A. SEM. IIIMAHARAJA COLLEGE OF MANAGEMENTUdaipur [Raj.]


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Kingfisher BeveragesPresented by:-SUBHAKARAN BISHNOIKingfisher BeveragesPresented by:-SUBHAKARAN BISHNOI


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DECLARATION

I Subhakaran Bishnoi hereby declare that this project report entitledDesigning and Implementing the market study plan for retail sales &

bulk pack of kingfisher in Jaipur market. For kingfisher Jaipur, is abonafide record of work done by me during the course of summer projectwork and that it has not previously formed the basis for the award to mefor any degree/diploma associate ship, fellowship or other similar title, ofany Institute/Society.

Date: Subhakaran Bishnoi

PREFACE


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Barring price wars among the leaders, nothing marked the FMCGsector.

The King of Good Times is India s best-selling beer, and from Mumbai to Delhi,the locals guzzle through millions of bottles annually. But although the brandcommands up to 25% of its domestic market, unless you ve visited India or are apart-time connoisseur of curries, you may not have recognized Kingfisher s qualitiesas the perfect accompaniment to a chicken Vindaloo.

As my area of interest is marketing,

Designing & Implementing the market strategy plan for retail sales & bulk pack of The project was provided to me titled

Kingfisher in Jaipur market. So that I can understand and learn the marketing skills in FMCG sector

I did my summer internship at Kingfisher beverages , Jaipur, under the guidance ofMr. Mayur Tiwari (Regional Sales Manager) and Mr. Pushkar Dwivedi (Area SalesManager).

I am please to work in this esteemed organization.

I have tried my best to make this report a reader friendly & also did my level best tofulfill the objective of the summer training.

ACKNOWLEDGEMENT


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Some Says Managers are born and some says managers are made .I was also in some dilemma before commencing my summerinternship. But after the successful completion of my summerinternship I came to know that managers are made if they are guidedproperly and are motivated to work willingly towards fulfillment ofspecific goal.

It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well wisherswho have in some way or other contributed in their own special ways to thesuccess and completion of this project.

First of all, I would like to thank Mr. Mayur Tiwari (RSM JAIPUR) Jaipur, fromthe bottom of my heart, without his help it would have been a dream only to carryout the project work. He is the only person who takes all decisions by consideringeveryone s view. He is the person who takes care of the sales of Kingfisher of

Rajasthan state and always motivates people to increase sales. He also makes new strategies time and again to give Kingfisher some edge over competitors. One can say he is the one-man army of Kingfisher, Jaipur branch.

My profound sense of obligation goes to Mr. Pushkar Dwivedi (ASM Jaipur) whotakes care of the supply of 20 litres jar of packaged drinking water. He also givesproper guidance to all management trainees and staff.

All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me alot during the course of my project. They were of great help to me in every aspectand enlivened us to win the problem head that I faced during this project.

At last I convey my sincere thanks to KINGFISHER, JAIPUR for their helping handthat I always found extended to me whenever I needed.

SUBHAKARAN BISHNOI

TABELS OF CONTENTS


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S.NO. CONTENTS Pageno.1. Industrial profile2. Introduction about project3. Company profile4. New product (R C Cola)5. Research methodology6. Market analysis7. Analysis & findings8. SWOT Analysis9. Recommendation & suggestions10. Planning marketing programs (strategies)11. Questionnaires12. Exhibit13. Bibliography

PROJECT PROPOSAL SHEET

Project Title


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Designing & Implementing the market strategy plan for retail sales& bulk pack of Kingfisher in Jaipur market. Name of the OrganizationUNITED BREWERIES GROUP (UB GROUP)

Name of the CompanyKINGFISHER LIMITED

Manufactured & Marketed ByICEBERG FOODS LIMITED

Project Head & SupervisorMr. Mayur Tiwari (Regional Sales Manager)

Project Duration

- 7th July 2008 to 25th Aug 2008UNITED BREWERIES GROUP (UB GROUP)


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United Breweries Group, based in Bangalore, is the world's 2nd largest brewer andthe largest in India. The company markets most of its beer under the Kingfisherbrand and has also launched Kingfisher Airlines, a domestic airline service in India.The group is headed by Dr. Vijay Mallya who is also a member of the IndianParliament. United Breweries now has a near-monopoly over the Indian brewingmarket, thanks to its recent takeover of the rival Shaw-Wallace company. The groupowns the Mendocino Brewing Company in the United States.

HISTORY

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Grouptook its initial lessons in manufacturing beer from South Indian based Britishbreweries. At the age of 29, Vittal Mallya was elected as the company's first Indiandirector in 1947. After a year, he replaced R G N Price as the chairman of the

company.United Breweries made its initial impact by manufacturing bulk beer for the Britishtroops, which was transported in huge barrels or "Hogsheads". Kingfisher, theGroup's most visible and profitable brand, made a modest entry in the sixties.Duringthe 1950's and 60's, the company expanded greatly by acquiring other breweries.First was the addition of McDowell as one of the Group subsidiaries, a move whichhelped United Breweries to extend its portfolio to wines and spirits business.Strategically, the Group moved into agro-based industries and medicines whenMallya acquired Kissan Products and formed a long-term relationship with Hoechst AG of Germany to create the Indian pharmaceutical company now known asAventis Pharma , the Indian subsidiary of the global Pharma major Sanofi-Aventis.

The Logo

The Pegasus, which is the symbol of the United Breweries, first found its placeasthe Group logo in 1940. Then, the Helladic horse associated with beer and nectar in Greek mythology-carried a beer cask between the wings, ostensibly because beerformed the core operations of the Group. Later, the beer cask was removed torepresent the Group s multifaceted operations. Now, it is just the Pegasus.

History

Sales of the United Spirits Ltd. are expected to exceed 60 million cases duringthefiscal year 2005-06 making the Group the third largest manufacturer of Spiritsproducts in the world. In addition, USL is one of only three in the world to own


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seven millionaire brands and at least five brands rated by Drinks International,UK,

to be amongst the ten fastest growing brands in the world in their respectivecategories. The market share of the Spirits Division in India is currently 60% andexports to the Middle East, Africa and Asian countries are growing rapidly.The UB Group s Brewing Entity - called United Breweries Limited (UBL) - has alsoassumed undisputed market leadership with a national market share in excess of50%. Through a process of aggressive acquisition and market penetration, The UBGroup today controls 60% of the total manufacturing capacity for Beer in India.Theflagship brand, Kingfisher is now sold in over 52 countries worldwide havingreceived many accolades for its quality.With plans to becoming a global player United Spirits Ltd. (USL), the flagship of theUB group, purchased the Scottish distiller Whyte and Mackay in May 2007 for 595million (Rs. 4,800 crore)[1]. This would bring the brands of W&M like TheDalmore, Isle of Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & Mackay

Scotch under its portfolio.The UB group is also into manufacture of Fertilizers. The group companyMangalore Chemicals and Fertilizers Limited ( MCF )has factory at Panambur inDakshina Kannada district of Karnataka.

KINGFISHER LIMITED

The King of Good Times is India s best-selling beer, and from Mumbai to Delhi,the locals guzzle through millions of bottles annually. But although the brandcommands up to 25% of its domestic market, unless you ve visited India or are apart-time connoisseur of curries, you may not have recognized Kingfisher s qualitiesas the perfect accompaniment to a chicken Vindaloo.


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However, all that could change in the future as Kingfisher s owners, UnitedBreweries, have delivered their premium brand to the web in an effort to increaseglobal awareness of their coveted flagship product.

The Kingfisher homepage is everything you would expect from the Indian-basedbrand. It is colorful and noisy (although the score sounds more Caribbean thanIndian) and there s plenty of animation to enhance the viewing experience. Areas ofthe site that are well worth a visit include the Fun n Beer section, where you cansend E-cards to your friends or have a chuckle at the Beer Jokes; the Food section,which is a must for lovers of Indian cuisine; and the World section, which containsinformation about the history of United Breweries and the Kingfisher brand itself.Unfortunately, the facility to order Kingfisher beer and apparel online only exi

sts forresidents of Bangalore at present, so from an E-tail perspective, the site is limited toa fraction of its own indigenous market.This feeling of constraint is also extended to other site areas and there are severalsections within Kingfisher.com that are weak in terms of content and will needsubstantial embellishment if United Breweries are to make full use of the web as

amarketing tool. The Sports pages are a good example of this as they simply contain ahandful of paragraphs on Kingfisher s sponsorship of past sporting events, ratherthan evangelizing what associates the emotional aspects of the Kingfisher brandwithits chosen recreational partners.

ICEBERG FOODS LIMITED

About Us

We are quality pet performs manufacturers in India with state of the art technologyhusky injection molding system. We can offer performs in 28 mm pco in24,27.7,42& 48 GM. All performs are approved by Pepsi. We use 100 % virginmaterial(Pepsi approved).

We can sign long term contract and have a manufacturing facility at present of300,000 performs/day.


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Section I.1 Company Profile

Company Name: Iceberg Foods Pvt. Ltd.,Country/Territory: India1006, Raheja Centre, Nariman Point,, Mumbai,

Address:

Maharashtra, IndiaWe offer international quality(Pepsi approved)pet preforms in 28 mm pco neck in 24,27.7,42&

Products/Services We Offer:

48 GM processed on husky injection moldingsystem. Can manufacture 300,000 preforms/dayBusiness Type: Manufacturer

Packaging Product Stocks , Packaging RelatedIndustry Focus:

Machinery , Packaging, Printing Projects ,Geographic Markets: WorldwideNo. of Employees: 11 - 50 PeopleAnnual Sales Range (USD): US$1 Million - US$2.5 MillionYear Established: 1998Legal Representative/CEO: Bharat Shah

Iceberg Foods Ltd. is a seven years old company in this industry and we are oneofthe leading company having all India rights for manufacturing & marketingpackaged Drinking water with a brand name Kingfisher trademark owned byfamous UB group & RC Cola trademark owned by Royal Crown Cola whichthird largest selling soft drink brand in the world with a presence in almost all thecountries of the world.

Our clients are spread all over the country. We are one of those few brands thathave

got ISI certification in Rajasthan and we are committed to supply pure and hygienicwater. Our packaged drinking water is manufactured under perfect hygienicconditions as per ISI Standards and we have been consistent in supplying Quality product to all our customers.

We have one of the best distribution infrastructures in the business to providetimelyservices to all our vendors. We have around 110 distributors all over the Rajasthanwho are further supplying our stocks to thousands of retailers than to our end users.


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Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 liters, 20 liters & 600ml & 1.5 ltr Soda.

Our packaged drinking water is bottled in fully automatic plant with reverseosmosis, organization & ultra filtration process. Along with latest pesticides removalsystem through activated carbon filtration process as per EU norms.

It is understood that throughout India 90% of the stress related diseases are causeddue to consumption of contaminated food & water. We process water at our plantwith the most modern, high tech equipment sodium filtration resulting in not onlyhealthy but also sweeter packaged drinking water.

Our packaged drinking water is processed and packed in a sophisticated andchemical free plant to maintain highest level of hygiene. Our packaged drinking

water is manufactured under a very strict in house quality control system, ensuringthat what you drink is what nature intended.

(a) Distributionaugmentation, Organisation Data and MarketingInputs :1. EXISTING DISTRIBUTION SYSTEM.i. Distribution networkWe have a distribution network consisting of three levels between the

company to C&F and then to the consumers, i.e. Distributors and retailers.Plant supplies directly to the C&F and then to the distributors from where itgenerated its primary sales.

We have 108 Distributors that are scattered all over Rajasthan.Rajasthan is divided into 5 zones:


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In each zone all cities of that area are covered. In each city at least onedistributor is present.Zone wise distributors are given below (Each city name signifies onedistributor)Jaipur Zone: -In Jaipur zone the distribution network is divided in twosegments. One is the distribution in the city and the other isdistribution in the connecting routes i.e. Jaipur upcountry. We havedifferent distributors for different routes.SALES DEPARTMENTWe have following sales staff in Rajasthan sales team :.Sales Manager -One.Area Sales Manager -Two.Sales Officers -TenOur Sales department along with the names and duties of each staff memberis given belowRajasthanJaipurAjmer

JodhpurBikanerUdaipurMANAGER-SALESMr. Mayur TiwariASMMr. R.S.RathoreIn each zone all cities of that area are covered. In each city at least onedistributor is present.Zone wise distributors are given below (Each city name signifies onedistributor)Jaipur Zone: -In Jaipur zone the distribution network is divided in twosegments. One is the distribution in the city and the other isdistribution in the connecting routes i.e. Jaipur upcountry. We havedifferent distributors for different routes.SALES DEPARTMENTWe have following sales staff in Rajasthan sales team :.Sales Manager -One.Area Sales Manager -Two.Sales Officers -TenOur Sales department along with the names and duties of each staff memberis given belowRajasthanJaipurAjmerJodhpurBikanerUdaipurMANAGER-SALESMr. Mayur TiwariASMMr. R.S.Rathore


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Introduction about projectThe study has to be made to improve the Kingfisher s market potential in the Jaipurmarket in retail segment, and for this you have to undertake the project title:

Designing &Implementing the marketing strategy plan for Retail sales & bulkpack of Kingfisher in Jaipur Market The project will be carried on in Jaipur city and will try to assess sales of differentbrands and at the same time promote sales of Kingfisher packaged drinking water& soda sales in retail & bulk pack segment in Jaipur region.ASMMr.Pushkar DwivediSales OfficerMr.BhagwanSales OfficerMr. R.K.SharmaSales OfficerMr.Anwar

Sales OfficerMr. MahipalSales OfficerMr.KamalSales OfficerMr.Prashant TSales OfficerMr.Kirti BhattSales OfficerMr.VinodSales OfficerMr.ArvindSales OfficerMr.BhagwanASMMr.Pushkar DwivediSales OfficerMr.BhagwanSales OfficerMr. R.K.SharmaSales OfficerMr.AnwarSales OfficerMr. MahipalSales OfficerMr.KamalSales OfficerMr.Prashant TSales OfficerMr.Kirti BhattSales OfficerMr.VinodSales OfficerMr.ArvindSales OfficerMr.Bhagwan


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COMPANY- A PROFILE

It all began with 5 breweries in South India. The oldest of which, Castle Breweries,dated back to 1857. United Breweries, as these breweries were named in 1915 hascome a very long way.Soon afterwards, the sight of bullock carts carrying huge barrels or 'hogsheads' containing beer became a household sight. These carts wheeled their way to thecustomers, including British troops, living in and around Madras, Bangalore andtheNilgiris.Almost immediately, the brew from UB became a favorite, especially with theBritish troops. So began the history of Beer in India. And the history of BeerDivision of United Breweries!The company was brought over by late Mr. Vijay Malaya in 1947, and since thanhas never looked back. Today every one of the 32,000 Beer outlets in India sells

one

brand or the other from United Breweries.


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Mission

The group Mission Statement embodies these objectives:

To assess the company s image in view of retails, booking counter agent, andconsumer.

- To list competitors operating in the market.-To be the preferred employer wherever we operate.-To recognize the value of our human assets.-To be the partner of choice for customers, suppliers, and other creators ofinnovative concepts- To greater information about competing company s performance and marketingEfforts in Jaipur city.- Make recommendation about marketing efforts for promoting sales Kingfisher Packaged drinking water & soda in retail & bulk segment in Jaipur city.MANUFACTURING PROCESS

Purification ProcessPurity and safety are two major factors taken care in sourcing and processing of Kingfisher water. Underground spring is carefully selected based on its portabilityand pathogen free water. Great care goes in tapping this source. Only water below25 meters is tapped. This is to avoid any surface contamination to percolate and

mixwith underground water source. Area surrounding the water collection tube at the surface is protected and kept clean.

Processing and Quality Assurance

The casing tube itself is protected with stainless steel mesh to give a preliminaryfiltration to the water. Ultra filtration gives water reduction in turbidity and

addssparkle activated carbon purifier to remove color and odour in water


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Reverse osmosis membrane has porosity of less than 0.01 micron the processrenders water free o microorganisms and also reduces dissolved solids

To ensure Kingfisher packaged drinking water is held safe free from contaminations,ultraviolet treatment and ozonisation process is carried out. Ozone is unstabletrivalent oxygen, a very powerful bactericide with no side effect, as it disintegratesinto oxygen within couple of hours.

Sterilization effect of ozonised water continues even after water is packaged, therebyensuring safety of Kingfisher up to its final packing. To ensure high quality of packing materials, components like caps and bottles are manufactured in-house fromresins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing isreligiously monitored at every stage. Testing source water, processing parameters,microbial quality, packaging material integrity and finally, shelf life studies,

formsan integral part of quality and safety assurance plan.

Quality checking: Quality is checked by sampling method as a batched test at everystage of beer manufacturing even quality of bottle is also checked before actuallyusing.

Production: 70,000 to 80,000 bottles per day.

ROYAL CROWN COLAEVOLUTION OF THE PRODUCT


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In 1933, Claude Hatcher, still president, died and H.R. Mott who had been with thecompany for thirteen years took over as chief executive. One of the first tasksthat Mottundertook was the development of a new cola drink. Rufus Kamm, chief chemist,developed the syrup for what was to be called Royal Crown Cola, named after Hatchersoriginal ginger ale.

During the dark days of the depression Royal Crown Cola, shortened by the consumer toRC Cola was selling in the 12 ounce bottle for just 5c a bottle. In 1940, Mott moved toChairman of the Board and the title of President was passed to C.C. Colbert.

For the collector of Royal Crown cities bottles, two basic label variations arenoted.

The first variation is the "pyramid" bottle, one of the most dynamic and colorful bottlelabels. This label was produced from the mid 1930's to the mid 1950's. All bottlescontained 12 ounces and were either aqua or clear glass. The value range for citiescollectors is from $12.00 to $18.00.

The second group of bottles has the same red/yellow color combination but without thepyramids. All of these bottles were produced from the early to late 1950's. Thesize rangewas 8, 10, and 12 ounces, and only aqua glass color has been noted. The value range isfrom $4.00 to $8.00 to brand and cities collectors.

Cobert retained the presidency until 1955 and directed thecompany through a period of rapid growth. By the end of1940, the company's products were marketed in 47 states, andnationwide advertising campaigns featured many of theHollywood celebrities.

MARKETING PROGRAMSFrom our well-trained marketing team to our uniquemerchandising programs, Royal Crown Cola


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International's worldwide marketing efforts have been developed with two goals toestablish and promote a global brand identity and to help our bottlers better servetheir customers.

RESEARCH AND DEVELOPMENT

A commitment to state-of-the-art research combined withsome old-fashioned American ingenuity, has kept RoyalCrown Cola International and our bottlers and distributors onthe cutting-edge of new products, packaging and testing. Ourinnovative ingredients and unique formulations have helpedRoyal Crown Cola International remain both competitive andat the forefront of changing consumer taste trends.

TECHNICAL SERVICES

At Royal Crown Cola International, product quality is our top priority. Whetherwe're helping you build a new facility from the ground up or working to ensure thatyour existing plant has the latest state-of-the-art technology, our team ofmanufacturing experts is on call to assist you through the entire bottling process. Inaddition, our experienced engineers, chemists and food technologists are available tohelp you safeguard the quality of the finished product.

RESEARCH METHODOLOGY

Research ApproachResearch instrument


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Contact methodHow it was method

Research problem for the present studyThe research planData source

Primary dataSecondary data

Steps in research design process

Research planAreaSample size

Respondents

Method of collectionMETHODOLOGY


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The advanced learner s dictionary of current English lays down the meaning ofresearch as a careful investigation or inquiry specially through search for new factsin any branch of knowledge.

Readman and Mory defines research as A systematized effort to gain newknowledge.

The project was to involve a detail study of the market based on theconsumers. The markets available for the study were the retail shops, hotels and clubs. For estimating the market potential and our own brand s market sharedifferent methods of primary data collection were employed in the form ofquestionnaire, structured and unstructured interviews and methods for establishingfacts about building marketing insights for packaging margins etc, were used.Further to accommodate the additional factors such as competitor presence in the

market, seasonal factors, and promotional costs etc while calculating marketpotential were taken care of. An inter brand comparison as well as a brandawareness study to limited extends was also carried away. When sorted and usedproperly, the data collected in the field can form the backbone of later marketingcampaigns.

RESEARCH APPROACH:


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There are different research approaches and the research instruments that wereemployed during the research work. The common research approach for collectingthe primary data are observations, focus group, surveys and experiments.

In this case, a general survey to gain knowledge about the market, commonly known

as the pilot survey was and undertaken where particularly information was gatheredWith respect to the brands, people s / consumers perception so that it serves as afoundation to prepare the questionnaire for collecting primary data and that ithelpsin deciding other methods to be adopted which may be useful in gathering thenecessary information.

RESEARCH INSTRUMENTS:Marketing researchers have a choice of two main research instruments in collecting

primary data questionnaire and mechanical devices. Mechanical devices are usedfrequently in marketing research. Mechanical devices hold no relevance for thisstudy and thus only questionnaire was used.A questionnaire consists of a set of questions presented to respondent for their

answers. Because of its flexibility, the questionnaire by far the most commoninstrument used to collect the primary data. Questionnaire had to be carefullydeveloped, tasted and debugged before they are administered on large scale. Inpreparing a questionnaire, the professional marketing researcher carefully choosesthe question and their form, wording and sequence. In addition, the form of thequestion asked can influence the response. Marketing researchers distinguishbetween open end and closed end questions. Closed end questions pre specifyall the possible answers, and respondents make a choice among them. Open endquestions allow respondents to answer in their own words. Open end questionsoften reveal more because they do not constrain respondent s answers. Open endquestions are especially useful in the exploratory stage of research, where the


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research is looking for insight into how people think a certain way. Thequestionnaire should use simple, direct, unbiased wording and should be pre testedbefore it is actually used.

In this case too, questionnaire method was followed to collect primary date with respect to the project which was finally implemented after pre testing closed end,multiple choice questions were followed after pre testing and two different type

ofquestionnaires were used (for details see appendix) closed end multiple choicequestions were used so that minimum time of consumers / respondents is consumed.

(A) RETAILERSQUESTIONNAIRE: this questionnaire was designed forvarious retailers, which pass on these type of items to the ultimate customer.

(B) C & F QUESTIONNAIRE(C) CUSTOMER QUESTIONNAIRECONTACT METHODS:Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contacted. The choices are mail, telephone, or personalinterviews. Telephone could not be an effective medium for getting the first handresponses pertaining to the study.

For the purpose of the market survey, I design the research based on primary data.For the collection of primary data, I designed the structured questionnaire fortwolevels first, for hotel industry/ restaurants and secondly, for retail shops packagedrinking water, for filling the questionnaire. I will use method of direct interview.

Secondary data will be used to supplement the primary research and in terms ofcapacity and profile of package drinking water industry. Method was adopted tocollect the data related to the study.

HOW IT WAS DONE


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1. Research Problem for the present studyAnalyzing the market of kingfisher package drinking water and soda and royalcrown cola in Jaipur city.

2. The research planThe research plan is designed for gathering the needed information. Designingresearch plan calls for definitions on the information (data) sources, researchapproach, research instruments, sampling plan and contact method.

3. Data SourceThe plan calls for gathering both the secondary and primary data. Secondary data already exists, having been collected for some other purpose, while primary data consists of original information collected for the specific purpose.\

Primary data: In order to have first hand information to know the perception,preference and liking of the customers / consumers visiting various retail shops

.All these persons are also interviewed to know their feelings and attitudes aboutthe facilities (margins, discount) and the services ( promotional and otherbenefits) that the company people provide them.

Secondary data for the project were collected from:

1. Various publications on related subject.2. Various publications on the area of work.3. Newspapers, journals & Business Magazines.STEPS IN RESEARCH DESIGN PROCESS


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1. Define the research problemResearch problem definition involves specifying the information needed bymanagement.

2. Estimate the value of the information to be provided by the researchDescriptive research is characterized by a high degree of flexibility tends torely on convenience sample.

3. Select the data collection method (s)Survey research, information directly from respondent s shops.4. Select the measurement techniqueQuestionnaires, instrument for asking information directly from arespondent s on the basis of question asked by interviewer.

5. Select the sample (primary considerations)Population, sample frame, sampling unit, sampling method (non-probability),Sample size, sample plan, and execution.6. Select the analytical approach

Data analysis involves converting a series of recorded observations intodescriptive statement and/ or inferences about relationships.

7. Evaluate the ethics of researchEthically sound research considers the interests of the general public, therespondents, the clients, and the research profession as well as those of theresearcher.

8. Estimate time and financial cost


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Time refers to the time needed to complete the project. The financialrequirement is the monetary representation of personal time, computer time,and material requirements.

Research plan:

1. Area: since my research was pertaining to package drinking water and sodaand royal crown cola in retail counters, malls, multiplexes & hotels of Jaipurmarkets. Therefore all the composite shops were included in the area of myresearch.2. Sample size: there are about 70 shops, 4 multiplexes, 40 hotels in the differentareas. On an average 350, 170 & 45 carats of water, soda & royal crown colarespectively. My sample size was about 70 composite shops.3. Respondents: I visited at least once every counter of the respective areas. myrespondents were the owner of the shops, salesman and purchase or food andbeverages managers of different hotels.

Method of collection: for the collection of the data I adopted questionnairemethod. For the purpose I had prepared a questionnaire and went to therespondents with that. My research was related to excise and package drinkingwater trade , so that a some places a lot of problems in collection of data,therefore instead of questionnaire I adopted interview method so that I couldmake my respondents feel easy. For appointment I used telephone in case ofshops I have taken special permission from the contractor to visit his shops.


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Pink City Area


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Market Share

Bislery47%Acquafine19%Kingfisher15%Others19%Pink city area is the situated in the heart of the city. Here Bislery is the market leaderwith 47% market share. After that Acquafine with 19% and after that Kingfisherwith15%. Other occupied 19% market share.Market SummaryTotal Out-Let Visited 22KF/KK Presence 11

Good Presence of KF/KK 5Not Presence 11M.I. Road


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Market Share

Bislery32%Acquafine29%Kingfisher21%Others18%In M.I road Besilery capture 32% market, Acquafine 29% and with 21% marketshare Kingfisher stand on third position. Others witch include like Kinely.McDonaldand local player capture 18% market share.Market SummaryTotal Out-Let Visited 30KF/KK Presence 18

Good Presence of KF/KK 7Not Presence 12Railway Station Road


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Market Share

Bislery18%Acquafine12%Kingfisher60%Others10%It is one of the busy place of Jaipur, and Kingfisher is market leader with 60%market share folled by Bislery and Acquafine with 18% and12% market share.Others with 10% market share.Market SummaryTotal Out-Let Visited 35KF/KK Presence 27Good Presence of KF/KK 21

Not Presence 8Rambag & SMS Road


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Market Share

Bislery31%Acquafine10%Kingfisher43%Others16%Kingfisher is market leader in Rambag with 43% market. Bislery capturing with31% market. Acquafine and others are taken 10% and 16% market.Market SummaryTotal Out-Let Visited 25KF/KK Presence 14Good Presence of KF/KK 6Not Presence 11

Tonk Road & University Road


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Market Share

Bislery37%Acquafine30%Kingfisher14%Others19%According to our survey Bislery is the market leader with 37% market share,Acquafine with 30% and Kingfisher is with 14% market. Others players occupied19% market.Market SummaryTotal Out-Let Visited 21KF/KK Presence 9Good Presence of KF/KK

3

Not Presence

12


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Jhotvara Road

Market Share

Bislery34%Acquafine25%Kingfisher22%Others19%In this area Bislery taking 34% market. After that close fight between Acquafine

andKingfisher with 25% and 22% respectively. Others are taking remaining 19% market of PDW.Market Summary

Total Out-Let Visited 20KF/KK Presence 6Good Presence of KF/KK 0Not Presence 14J.N. Road & New Raja park


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Market Share

Bislery36%Acquafine27%Kingfisher19%Others18%From the above graph it is clear that Bislery is leading in the market with 36%share.Acquafine and kingfisher are on 2nd and 3rd place with 27% and 19% market sharerespectively.Market SummaryTotal Out-Let Visited 20KF/KK Presence 7

Good Presence of KF/KK 1Not Presence 13Adharshnagar


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Market Share

Bislery46%Acquafine23%Kingfisher15%Others16%In the area of Adharshnagar-Bislery is the market leader with 46% market shareafter that Acquafine with 23% and then Kingfisher with 15% and finally Otherscapture 16% market in PDW.Market ShareTotal Out-Let Visited 32KF/KK Presence 12Good Presence of KF/KK 4

Not Presence 20Sodala


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Market Share

Bislery38%Acquafine27%Kingfisher14%Others21%As the graph clearly show that Bislery is again the market leader with 38% marketafter that Acquafine with 27% market. Than others capturing 21% and finallyKingfisher with 14 % market share.Market SummaryTotal Out-Let Visited 24KF/KK Presence 5

Good Presence of KF/KK 0Not Presence 19Vaishaly


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Market Share

Bislery34%Acquafine25%Kingfisher22%Others19%Here the competition is tuff. Bislery share is 34%, Acquafine with 25% and veryclose to 2nd, Kingfisher with 22% share in market. Other take 19%

Documents

40518140 15563750 Kingfisher Report on Market Reserch Subhkaran Bishnoi