Analysing the bottled water industry

Analysing the nursing bottled pissing application weewee is the wiz of the most important necessity for life. There argon un standardized drink- body of body of irrigate supply needs for individuals and they vary dep residuuming on the climate, natural activity and the bodyculture of e very individual. But for average codrs body of irrigate need is estimated to be about both to four liters per day.The outgrowth number of grammatical cases of piddle borne diseases, change magnitude wet pollution, increasing urbanization,increasing scarcity of pure and untroubled pissing etc.has made the bottled pee task just like other consumer items. Scarcity of po dishearten and nutrient wet at railway stations, tourists spots, and role of tourism corp. etc. has similarly added to the growthIndians currently spending about $330m a year on bottled urine, analysts estimate. The case pissing mart constitutes 15 per cent of the overall encase beverage industry, which has yearly sales of at least $2.6bn, Deepak Jolly, a congressman for Coca-Cola India said.President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17, 2010 to be awargon of piddle conservation techniques to evacuate grave piddle crisis in future.It is so sad that today, heap be forced to demoralise water in plastic bottlesThe annual account book of the world bottled commercialize of amounts to 109 billion liters, an average 17.5 liters of bottled water drunk every year per somebody (Zenith Inter hear, International Council of Bottled Water Association, 2000). India ranks in the top 10 largest bottled water consumers in the world its per capita per annum white plague of bottled water is estimated to be five liters westbound Europeans argon the major consumers, with an average of 93 liters/person/year. Asians presendly consume the least. Thus there exists a broad potential foodstuff for bottled water in Asia.In India the value of bottled water industry is around Rs k elvin crore and its growing with the rate of about 40 percentage annually (Business Today, 2001) and look at the merchandising potential many of the multinationals accommodate entered the Indian groceryplace and has enhanced the merchandise activity to tap the unexploited potential. Many of the bulls eyes debate in a very narrow market segments, comprising majorly upon the Travel, Tourism, Caterers, Restaurants, and Hospital segments and come across local demands. The attention is currently macrocosm focused on tapping the vast potential presented by entry into affluent / upper middle home households. The bottled water market share is majorly captured by Bisleri (51 per cent), Bailley (17 per cent), Yes (11 per cent) and Followed by Kinley (10 per cent) and Aquafina (4 per cent) (Source BT Estimates June, 2001). In the raw(a) mineral water sector Evian, Perrier, bisleri, and Himalayan are the major brands operational in India. According to a acquire conducted at nation al-level, there are much than 200 bottled water brands in India and out of them nearly 80 per cent are local brands. Except in the metros, a bottled-water producer was non to be found even in a one-room shop, amongst 1999 and 2004. The Indian bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent the highest in the world.The come annual bottled water consumption in India turned to 5 billionliters in 2004 from 1.5 billion liters earlier in1999.Global consumption of bottled water was nearing200 billion liters in 2006.The market leader is Bisleri International, which boasts a 40 per cent share. It is followed by Coca -Colas Kinley (around 25 per cent) and PepsiCos Aquafina (around 10 per cent).The top players in bottled water industry in India are the major supranational giants like Coca cola, Pepsi, nest and noniceable heading of national players like Mount Everest, Manikchand, Kingfisher, Mohan Meakins, SKN Breweries , Indian Railways so on. PepsiC o India has vigilant plan including, investment in capacity enhancement, packaging initiatives and below-the-line activities to gist up volumes in the over-crowded category. Mean plot of land, India based Parle Agro is extending the manufacturing facility forBailley from 29 to 60 plants. The Indian packaged water industry will soon see a major tussle amid Indian and international brands to gain market share. major multinationals such as Coca-Cola and PepsiCo turn over been trying from the past 10 eld to capture the Indian bottled water market. Now finally they feature captured a signifi discountt part of it. However, Parle Bisleri kept its market share of 40 percent. Kinley and Aquafina are fast moving up, with Kinley holding 20-25 per cent of the part and Aquafina nearly 10 per cent of the market.1.2 PURPOSE OF THE mull overAs we know bottled water is sold in a variety of packages pouches and glasses, 330 ml bottles, 500 ml bottles, one- liter bottles and even 20- to 50-li tre bulk water packs. The formal bottled water business in India can be divided broadly into three segments in harm of cost premium natural mineral water, natural mineral water and packaged tipsiness water.Premium natural mineral water includes brands such as Evian, San Pelligrino and Perrier, which are imported and priced between Rs.80 and Rs.110 a liter. intrinsic mineral water, with brands such as Himalayan and Catch, is priced around Rs.20 a liter. box boozing water, which is nothing save treated water, is the biggest segment and includes brands such as Parle, Bisleri, Coca-Colas Kinley and PepsiCos Aquafina. They are priced in the range of Rs.10-12 a liter.THE OBJECTIVESTo battlefield the consumer behavior and adaptation towards packaged imbibition waterTo consume brand equity and market share of various packaged drinking water brandsTo contemplate the marketing strategies pick out by various packaged drinking water brandsTo write up the market sixth sense of variou s packaged drinking water brandsAs the consumption of mineral/packaged water is very high with our look for we will try to on a lower floorstand various factors which our affecting customer behavior, study of different dependent and independent variables and application of suitable tests will jock to compare and disassemble the information and acquire the physical objects and successful completion of search.1.3 scene OF THE theatreWe are conducting this study in the purview of Indian context. We have downstairs offn study to compare slightly packaged drinking water brands in Delhi and NCR regionWhy bottled water?Millions of state, both in rural and urban India,suffer from inadequate or no tap water supply. however several(prenominal) parts of Mumbai, the countrys financial capital,get a mere devil hours of daily water supply.The growing number of cases of water borne diseases, increasing water pollution, increasing urbanization,increasing scarcity of pure and safe w ater etc. has made the bottled water business just like other consumer itemsBottled waterhas been treated by distillation, reverse osmosis, or other suitable surgical operation and that meets the definition of purified water. The bottled water treatments include*Distillation.In this process, water is turned into a vapor. Since minerals are too heavy to vaporize, they are left behind, and the vapors are condensed into water again.*Reverse osmosis.Water is forced through membranes to remove minerals in the water.*Absolute 1 micron filtration. Water flows through filters that remove particles big than one micron in size, such as Cryptosporidium, a bloodsucking protozoan.*Ozonation. Bottlers of all types of waters typically use ozone gas, an antimicrobial agent, to disinfect the water instead of centiliter, since chlorine can leave residual taste and olfaction to the water.In India around 100 companies sell an estimated 424 million liters of bottled water determine at around Rs 20 0 crore in the country annually. Most bottlers guide that their water is 100 per cent bacterium-free and contains mineralsthat make it tastier and healthier. But is the water in these bottles really safe to drink? Do they conform to international or national standards?To find out, the Ahmadabad-based Consumer Education and Research Society (CERS), an independent non-profit sanctuary with a sophisticated overlap-testing interrogation laboratory, recently carried out a detailed study on 13 major brands of bottled water gettable in the country. The national brands Bisleri (separate samples were taken from their units in Bangalore, Ghaziabad, Calcutta and Baroda) and Bailley (Mumbai and Surat) were selected on the basis of their dominant position in the overall market. Bisil (Mehsana), Golden Eagle (Chennai), Aquaspa (Mumbai),Saiganga (Ahmednagar), Nirantar (Thane), Tirupthi (Chennai) and Yes (Nadiad) were included be own of their regional popularity. To conform to international standards for such testing, 21 bottles of each brand weretested in the CERS laboratory against analytical and sensoryparameters as come up as for microbiological contamination. To ensure fairness, the results were sent to the individual companies for their comments1.4 BACKGROUNDIn India For the product affirmation BIS have a scheme licenses are being grated to manufacturers who wish to claim that their bottled water brand is up to the Indian standards. It enables manufacturers to use popularly known ISI mark under BIS Act 1986 after that On September 29, 2000 the Union Ministry of Health and Family eudaemonia issued a notification No. 759 (E), effective from 29.3.2001. An amendment to the Prevention of Food Adulteration Rules 1954, the BIS certification Mark is now mandatory for packaged drinking water and packaged natural mineral water according to BIS water filled in hermetically sealed containers of various compositions, form, and capacities that is suitable for direct consum ption without get along treatment. It is subjected to treatment decantation, filtration, and combination of filtration, aeration, filtration with membrane filters, depth filter, cartridge filter, activated one C filtration, and demineralization. It is disinfected to a level that will not lead to harmful contamination in the drinking water.There are Separate standards have been explicate by BIS for packaged drinking water (IS14543 98) and for packaged natural mineral water (IS 1342898). These standards give parameters to be tested and the requirements to be met in several(prenominal) category of packaged water.According to BIS natural mineral water is different from packaged drinking water it is obtained directly from natural or bore sources like outpouring artesian well, drilled well or from an pipe water-bearing strata for which all possible precautions should be taken within the protected perimeters to neutralise any pollution of, or external influence on, the chemical and p hysical qualities. It is characterized by its content of certain mineral salts and their sexual intercourse proportion and the presence of certain trace elements of. It is required to be undisturbed under conditions, which control the profligateal Natural bacteriological purity and chemical composition of native components and is bottled at the point of emergence of the source under hygienic conditions. maiden ever bottled water in India under the name Bisleri was first introduced in Mumbai by Bisleri Ltd., a accompany of Italian origin in 1965. This company was started by Signor Felicewho first brought the idea of selling bottled water in India.Parle bought over Bisleri (India) Ltd. In 1969 and started bottling Mineral water inglass bottles under the brand name Bisleri. tardilyr Parle switched over to PVC non- returnable bottles and finally advanced to PET containers. Since 1995 Mr.Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turnover has multiplied more(prenominal) than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. now it has 8 plants and 11 franchisees all over India. Bisleri command a 60% market share of the organized market. To disinfect the water instead of chlorine, since chlorine can leave residual taste and look to the water. To disinfect the water instead of chlorine, since chlorine can leave residual taste and odor of the chlorine and however it can be noted that retailers prefer Bisleri because people recall bottle water with name Bisleri.The FDA likewise classifies some bottled water according to its origin.Artesian well water Water from a well that taps an aquiferlayers of porous rock, sand and earth that contain waterwhich is under tweet from surrounding upper layers of rock or clay.Mineral water Water from an under plant source that contains at least 250 parts per million total dissolved solids. Minerals and trace elements must come from the source of the under dry land water. They cannot be added by and by. effluence water Derived from an underground formation from which water flows naturally to the earths surface. Spring water must be collected plainly at the spring or through a bore fuddle tapping the underground formation feeding the spring. If some external force is used to collect the water through a borehole, the water must have the similar composition and quality as the water that naturally flows to the surface.Well water Water from a hole bored or drilled into the ground, which taps into an aquifer. Tap Water just about bottled water in like manner comes from municipal sourcesin other wordsthe tap. Municipal water is commonly treated before it is bottled.CHAPTER2 REVIEW OF LITERATUREFDA defines bottle water as water that is intended for human consumption and that is sales in bottle or other containers, with no added ingredients except that may contain safe and suitable antimicrobial agentsIn the year 198 0 wewere able to see more changes by introduction of a tap attachment where Iodine rosin was used to filter the water. Iodine deactivates the microbiological impurities to a dandy extent but with this it too has side effects due to iodine and does not take care of dissolved impurities mineral balance.In the same year Late 1980s it was visible thatUltra Violetbased purifier, which filters dust and deactivates bacteria to a much greater extent as compared to Iodine. U.V. based purifiers control the odor and color of water but even they do not clear out the dissolved impurities and mineral particles. Thus came the concept of mineral water.Reporting requirements are significantly less stringent for bottled water facilities and tolerate the industry much latitude in assessing risks as well as make assessment of compliance difficult. A regulation body was inflexible in place to periodically and magisterialally collect, compile, and assess complied statistical selective information and was provided by the international Bottled water association (IBWA) on the bottled water industry. The IBWA has curing the current annual market for bottled water at about two billion gallons. Wells and natural springs are the briny sources for 75 percent of bottled water and for rest the source is the municipal water supplies. Wells and springs are considered to be the sources from ground water.There are different regulation, rules and laws for different counties. For fount there is a regulation in the United States, that whenever bottled water is being sourced from community water source and then the label of bottle should discover this clearly so it is easily seen and recognizable. However in other case if the water is subjected to distillation, deionization or reverse osmosis then it can be categorise that way and then there is no need to mention the source.As we know Ground water passes through igneous rocks due to which very lessened quantities of mineral matter gets dissolved as we know this is because of the relative insolubility of the rock composition. Sedimentary rocks as compared are more alcohol-soluble than the igneous rocks. Because of their higher solubility, they combined with greater abundance in the earths rancour they contribute a major portion of the soluble constituents of ground water (Todd, 1959). In areas recharging large volumes of water underground such as alluvial streams or artificial recharge areas, the quality of the infiltrating surface water can have intensive effect on the ground water. Salts are added to ground water passing through soils by soluble products of soil weathering and of wearing by rainfall and flowing water. Excess irrigation water percolating to the water table may contribute substantial quantities of salt (Todd, 1959)Qureshi and Barrett-Lennard (1998) reported that out of 560,000 tube-wells in the Indus Basin, about 70% of them are pumping sodic water. Thus use of sodic water has in turn affected t he soil health and decreased the crop yield. It that concludes that the geographic conditions of the area may contaminate the underground water. However, the source of origin of ground water as well as its recharge is of great importance for bottling companies as to maintain the water standard.Jeffrey Smith.B. (2009) (Providing clean and safe drinking water is a major challenge not only in India but also globally.)As the contamination of drinking water has increased so the supplies and shortages due to overuse has put substantial stress not only on the portability of this resource but also on its availability to the growing global population. Because packaged water provides an important source of potable water for the Indian population, it is important for all the stakeholders to review and discuss best practices, so that working together the Indian population can have authority in the packaged drinking water.Mayers Michael (2007) said that (Consumers are profiled in terms of demo graphics and variations by region.) He also discussed what motivates consumers to pay more n more for bottled water, than they do for the water that is available from their household tap.Improvements have been made with learn to the taste and health related qualities of products.In 1958 the international bottle water association (IBWA) came in picture which was a trade association of water procedure, distributers, and suppliers activities include technical relation government relations and communication.E Selman n.keith (2005) conducted a survey which revealed that the information collected on bottled water outturn, specifically the production from the ground water, the primary source of bottled water relative to other uses of ground water, bottled water production was found to moderate uses of ground water.In Feb. 1999, drinking water foundation, The Natural Resources Defense Council (NRDC) issued a report by the deed of conveyance of Bottle Water Pure Drink Pure Type? in whic h they raised numerous wrong allegations against bottled water.CHAPTER 3 RESEARCH METHODS AND PROCEDURES3.1 PURPOSE OF THE STUDYConvenience and quality have made the aspect of packaged drinking water quite familiar. There are quite a few numbers of brands marketing their packaged drinking water, and the variety of the same is also mushrooming with the introduction of various styles viz., bottled, bubble top, and so on. But with the number of brands influencing the purchase pattern, there comes the threat on domestic brands, hence a search has been carried over to analyze few brands of packaged drinking water to infera) The consumer behavior and adaptation of packaged drinking water,b) The brand equity and market share of various packaged drinking water brands,c) The marketing strategies adopted by various packaged drinking water brands, and,d) The market penetration of various packaged drinking water brands.3.2 RESEARCH DESIGN just now put, a enquiry design is the blueprint for a study that guides the show and analysis of info. The survey research approach was used in this interpret, saimple cause being that the consumers feedback was absolute for obtaining the entropy. A research discover, signly, needs a base preparation regarding the issues related to topic selected. For this one needs to do some deskwork. Deskwork includesDetermining the basic objectives of the study being pursued.Collation of secondary information related to the topic from sources like the internet, magazines newspapers.Studying the market, which one wants to cover?Analyzing the objectives on the basis of second hand data collected.The above mentioned activities at the initial stage of the image must be completed then the main part would be focused upon.3.3 RESEARCH QUESTIONSEach of our objectives has to be converted into certain questions in the questionnaire. The research objective will only be fulfilled if we are able to do this diversity successfully and effectively. Th e objectives of our research areTo study the consumer behavior and adaptation towards packaged drinking water.The concern research question corresponding to this objective areWhat type of water do you prefer to drink?Mineral Water Filtered WaterHow frequently do you drink mineral water?Always Sometimes oftYou drink mineral water because it isSafe/Bacteria Free ingenious/PortableWhen feeling thirsty you choose mineral water over soft drink?Always OftenSometimes Never lay out the following parameters as per your preference while purchasing mineral water. strike outQualityPriceAvailabilityTo study brand equity and market share of various packaged drinking water brands.The concerned research questions corresponding to this objective areWhich brand do you prefer while buying mineral water?Bisleri Kinley Himalaya QuaRate these brands on the factors given below( 1=bad 5=excellent)Factors Bisleri Kinley Himalaya QuaTastePriceAvailabilityBrand packagingTo study the marketing strategies ad opted by various packaged drinking water.The concerned research questions corresponding to this objective areDoes advertising of the product have any effect on your purchase?Yes NoWhat size of packaged water do you usually prefer?500ml 1 ltr5ltr 20 ltrTo study the market penetration of various packaged drinking water brands.The concerned research questions corresponding to this objective areWhere do you buy bottled drinking water from?Metro/Railway Station Bus basisLocal Vendors Office/SchoolCafeteria Retail Outlets3.4 PARTICIPANTSPopulation of the study the root word of individual to be studied. Our population of the study covered the region of Delhi/NCR. warning sizeWe had taken a sample size of 100 consumers who were our respondents. They were selected by simplex random sampling, due to the fact that in this case systematic sampling is not possible, cause one cannot say whether a person is using mineral water or not.Sampling technique simple Random sampling technique has been used in this project. In simple random sampling each unit of the population stands an equal medical prognosis of being selected in the sample size. Each unit has the same hazard of being selected i.e. 1/N.PROFESSION% OF POPULATIONIT/ITES10%SPORTS/TRAINER5%HOSPITALITY15%MANAGEMENT15%STUDENT40%OTHERS15%3.5 DATA COLLECTION integrity of the most basic differentiation is between collecting primary data or secondary data. Secondary data assemblage is any information we may have used, but which has not been specifically collected for the current marketing research. But marketing research typically requires a lot of current data that is not available through the secondary means. The methodology used for the secondary data that is already collected may be unknown thus validity and dependableness of the data is not known.Primary data collection is the data that is collected specifically for the project undertaken from the real respondents such as consumers, dealers, and other people assoc iated to the research.In our project we have used primary data collection method through questionnaire from the consumers. We had circulated the questionnaire online as well as manually.3.6 INSTRUMENTATION system Of SurveyThe consumers had to fill up our questionnaire , which was our instrument of survey.While pursuing the research, incorporated questionnaire with closed-ended questions were used.Structured Questions they improve the reliability of the study, by ensuring that every respondent is asked the same questions.Structured answers structuring or standardizing answers which the respondent can choose from in a questionnaire also achieves consistency of form. Additionally, it makes the interpretation of answers, analysis and tabulation, easier than in the case of uncrystallized answers.Closed-ended questions questions which structure the possible answers beforehand are known as closed-ended questions.Preparing the questionnaireThe questionnaire was prepared keeping in mind th e objectives that we had laid down for the project. Each objective had had a set of questions lined up.The questionnaire followed the funnel approach i.e. the questionnaire follows a grade starting with the general questions first and with more specific and private questions later on to avoid specific questions biasing the general questions.A close end questionnaire was prepared by us for the same purpose, to be filled by the consumer.We have used the following types of questions in our questionnaire,Dichotomous questionsMultiple option questionsRating questionsRanking questionsSemantic differential questions etc.3.7 PILOT STUDYA pilot study is a pre-study of your fuller study. It can also be referred to as a miniature study of the project. In high society to improve the macro picture, it is to a feasibility study, a small try out designed to gather logistics and information prior to a larger study in order to improve the latters efficiency and quality.A pilot study will reveal deficiencies in the design, if any, of the proposed experiment or procedures and these can then be rectified before a larger picture is calico using more efforts and resources.Generally a pilot study is minuscular in front of the whole experiment, and therefore would provide only particular information on the sources and magnitude of variation of response measurings.In our project we carried out a pilot study on 20 consumers as respondents. Our selection was again through simple random sampling. The pilot study helped us in the restructuring of certain questions lacking the simplicity and effectiveness of a survey. Through this pilot study we could make the appropriate and necessary changes in our research instrument on time rather than after complemental the research paper.3.8 DATA abbreviationAfter collection of data some other work necessary for any data collector is to correctly analyze that data. Statistical tools helped us to correctly analyze the data. The statistical tool that we have used in our project is SPSS software.SPSS(originally, statistical package for social sciences) was released in its first version in 1968 after being developed by Norman H. Nie and C. Hadlai Hull.Statistics included in the basic softwareDescriptive Statistics chase after Tabulation, Frequencies, Descriptive, Explore, Descriptive Ratio StatisticsBivariate Statistics Mean, T-Test, Anova, Correlation( Bivariate, Partial, Distances), Non Parametric TestsPrediction for numerical outcomes additive Regression.Prediction for identifying groups Factor outline Cluster Analysis(Two-Step, K-Means, Hierarchical), Discriminant.The statistical tools used in the project areAttribut Based Perceptual Mapping Using Discriminant AnalysisDiscriminant AnalysisAnovaCorrelation3.9 LIMITATIONSEvery project report has limitations, our project which was Comparative Study Of Few Packaged Drinking Water Brands also faced certain limitations.We observed the following limitationsThe sample s ize of our project i.e 100 respondents was too small in comparison to the population. Too small a sample would have affected the reliability of the finding from the research.The data collection was done in some parts of delhi and noida . the project was generalised for the entire delhi/ncr region.There might have been biasness on the part of the respondents.3.10 thicksetResearch methodology and procedures are the most important part of a project report. The finding and the result of the research depends upon the methods used, the data collection, the research questions, the data analysis tools used.The final objective of a research is to achieve what it was meant to achieve. The conversion of the objectives into the questionnaire and ultimately the findings from the research is the core of the research project.CHAPTER 4 DATA ANALYSIS AND FINDINGS4.1 REVIEW METHODOLOGYQuantitative data collectionThe valuable data for the research has been taken from the given sourcePrimary data. T he data was collected from1.a Customer Surveys A carefully structured questionnaire used to measure customer attitudes, levels of perception, intentions to purchase etc.1.b The questionnaires have been filled online and through personal interview.Instrument2.a Statistical Package for the Social Sciences was used for data analysis. soft findings helped us to effectively phrase and position questions and eliminate ambiguity (in questionnaire/survey) by providing a platform to better understand brand preference, brand equity, marketing strategies and consumer behavior. The findings that emerged from the above mentioned research methods are crucial in assessing our objectives.4.2 FINDINGSThrough One Way Anova we came to know that the frequency of purchase of packaged mineral water by the consumer does not converge significantly on the consumers income. Whereas the consumption quantity of packaged mineral water by the consumer converges significantly on the income of the consumer. This helps us in understanding price sensitivity of the consumer while deciding the quantity of consumption of packaged drinking waterBisleri the brand has a strongest brand equity which attributes to its success in comparison to its other attributes like price, packaging ,taste and availability .The unstandardised discriminant f