A

PROJECT REPORT
ON
COMPARATIVE STUDY OF
MINERAL WATER INDUSTRY WITH SPECIAL EMPHASIS TO BISLERI
“Pure and Safe”

A Project undertaken in partial fulfillment for the

Requirement of
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO U.P.T.U.
[Session – 2009-2011]
Submitted To: Submitted By:
DR. MANOJ KUMAR SHARMA AJEET
Prof-Head Of Business Administration Department MBA 4rd Se
m
Roll No:-0914570001

COLLEGE OF SCIENCE & ENGINEERING, (Affiliated to UPTU, Lucknow),

16 km, Ambabai, Gwalior Road, Jhansi(U.P)

DECLARATION

I, hereby declare that my Research entitled Comparative Study of Mineral Water I

ndustry with Special Emphasis to Bisleri is based on my own work at Bisleri Indi
a Ltd., NEW DELHI AND OTHER SECONDARY TYPE DATA. The work done by other referred
has been properly acknowledged.

(AJEET)

Roll No:-0914570001
 ACKNOWLEDGEMENT
I feel great pleasure to submit this project as the culmination of my teacher ef
forts of last year. This is the step towards the path leading to a "Master of Bu
siness Administration ".
I am very thankful to Prof. Manoj Kumar Sharma, Head Of Business Administration
Department, College of Science & Engineering, Jhansi (U.P), for giving me the op
portunity to complete research and giving me the guidance and interest evinced t
hroughout the preparation of this project.
I also extend my heartfelt gratitude and thanks to Mr. Ajay Gangele, Assistant P
rofessor Of Business Administration Department.
I would like to express my note of gratitude towards my Project Mentor Ms. Anshi
ka Vasandani, Lecturer Of Business Administration and all other faculty member
of CSE, Jhansi, my thanks to those who encourage me and give values and moral s
upport to complete my research successfully.
I am also thankful to all the retailers and consumers for their kind cooperation
in filling my questionnaires.
Lastly, I sum up my parents & friends, as well my friends who provided me with t
heir constant support without which this Endeavour would not have been a success
.

PREFACE
The MBA program is well structured and integrated course of busine
ss studies. The main objective of winter training at MBA level is to develop ski
ll in student by supplement to the practical study of business management in gen
eral. Winter training helps to gain real life knowledge about the industrial env
ironment and business practices. The MBA program provides student with a fundame
ntal knowledge of business and organizational functions and activities, as well
as an exposure to strategic thinking of management.
In every professional course, training is an important factor. Pro
fessors give us theoretical knowledge of various subjects in the college but we
are practically exposed of such subjects when we get the training in the organiz
ation. It is only the training through which I come to know that what is an indu
stry and how it works. I can learn about various departmental operations being p
erformed in the industry, which would, in return, help me in the future when I w
ill enter the practical field.
During this winter project I got a lot of experience and came to
know about the practical practices in real that how it differs from those of th
eoretical knowledge and the practically in the real life.

LITERATURE REVIEW
More than half of all Indians drink bottled water; about a third of the public c
onsumes it regularly. Sales have tripled in the past 10 years, to about Rs 40 bi
llion a year. This sales bonanza has been fuelled by ubiquitous ads picturing to
wering mountains, pristine glaciers, and crystal-clear springs nestled in untouc
hed forests yielding absolutely pure water. But is the marketing image of total
purity accurate? Also, are rules for bottled water stricter than those for tap w
ater?
Not exactly. No one should assume that just because he or she purchases water in
a bottle that it is necessarily any better regulated, purer, or safer than most
tap water. NRDC has completed a four-year study of the bottled water industry,
including its bacterial and chemical contamination problems. We have conducted a
review of available information on bottled water and its sources, an in-depth a
ssessment of Food and Drug Administration (FDA) and all 50 states' programs gove
rning bottled water safety, and an analysis of government and academic bottled w
ater testing results. We have compared FDA's bottled water rules with certain in
ternational bottled water standards and with the India. Environmental Protection
Agency (EPA) rules that apply to piped tap water supplied by public water syste
ms. In addition, NRDC commissioned independent lab testing of more than 1,000 bo
ttles of 103 types of bottled water from many parts of the country

There has been an explosion in bottled water use in the United States, driven in
large measure by marketing designed to convince the public of bottled water's p
urity and safety, and capitalizing on public concern about tap water quality. Pe
ople spend from 240 to over 10,000 times more per gallon for bottled water than
they typically do for tap water. Some of this marketing is misleading, implying
the water comes from pristine sources when it does not. For example, one brand o
f "spring water" whose label pictured a lake and mountains, actually came from a
well in an industrial facility's parking lot, near a hazardous waste dump, and
periodically was contaminated with industrial chemicals at levels above FDA stan
dards. According to government and industry estimates, about one fourth of bottl
ed water is bottled tap water (and by some accounts, as much as 40 percent is de
rived from tap water) -- sometimes with additional treatment, sometimes not.
TABLE OF CONTENTS
• Chapter I
1
Introduction
2
Product Profile
5
Distribution
8
Packaging
9
• Chapter II
12
Advertising Campaign of Bisleri before launch of
Aquafina & Kinley
13
Challenges in front of Bisleri
15
Marketing mix
16
3 Cs
20

Strategies that Bisleri should follow in order to retain

Its market share
23
Threats
25
Opportunities
26
• Chapter III
29
Methodology
30
Analysis
32
• Chapter IV 59
Limitation
60
Recommendation 62
Conclusion
66
Bibliography
72
Annexure
78

OBJECTIVE
THE OBJECTIVE OF THE REPORT UNDERTAKEN IS TO FIND OUT:-
• The affects on 'Bisleri' sale, profit & market share after the launch of 'Aquafi
na 'by Pepsi and 'Kinley' by Coca Cola.
• To find out the current position of 'Aquafina', 'Hello' and 'Kinley' Mineral Wat
er.
• Threats caused by' Aquafina '& 'Kinley' 'Hello' to 'Bisleri'.
• Strategies and measures adopted by 'Bisleri' to counter the competition by 'Aqua
fina', 'Hello' & 'Kinley'.