Executive summary:

Project title
STUDY OF IDENTIFICATION OF WEAK AREA IN OPERATIONS THROUGH CUSTOMER
SATISFACTION SURVEY IN ICEBERG FOODS LTD

Organization name
Iceberg foods Ltd. The study of any subject is made easier by examining it in an organized fashion. There are various factors involved in understanding behavior of consumer that can be retailers or end consumer also. They are business stimulus, response and interviewing variables. Customers or retailers response can lead to many conclusions. It generates a sensory input to consumers. Response variables result mental and / or physical reactions for individuals who are influenced by stimulus variables. For e.g. purchasing a product or forming attitudes about it could be viewed as responsive variables. Many of the affecting consumers factors (such as personality, learning, perception of external situations, motive and so forth ) cant be directly observed. The project was carried out under the guidance of Prof. mr Kulkarni. In this report, various factors to ascertain the present scenario of STUDY OF IDENTIFICATION OF WEAK AREA IN OPERATIONS THROUGH CUSTOMER SATISFACTION SURVEY IN ICEBERG FOODS LTD were analyzed. As far as executive summary is concerned i was working in iceberg foods ltd. Indore which is a small plant which produces Kingfisher drinking water in Madhya Pradesh state and accounts for considerable % of its share .Its importance lies in a fact that it is an only plant in Madhya Pradesh and supplies to whole of the state which is very hot region in northern part of India .

The bottled water industry is one of the most thriving sectors in India. The market is

Growing at a whopping rate of about 55 per cent annually and according to a survey it is expected to cross Rupees 1000-crore mark within the next couple of years. Almost all major national and international brands have taken a plunge in this sector.

The present report is a unique effort to highlight weak areas in which company should make improvements. There were various problems in company which are external eg. Transportation and sales system or internal eg. Manufacturing system of bottles.

In this study the survey of various retail outlets were conducted for which the sample areas were randomly selected in Indore and Bhopal city .Questionnaire was formed according to objective of study which was the main tool for data collection .The questionnaire including closed ended question and open ended question was formed and response of 200 people (retailers as well as institutional consumers) in the city. I also visited institutional consumers i.e. hotels, bars and other cafes for response .Some of the area near bus stand and railway station which consist of various retail shops were also covered in the survey.

The main competitors of Kingfisher are Bisleri, Health plus, Kinley, Aquafina , and Bailley etc. but still Kingfisher holds a considerable market share. As Kingfisher is mainly known for alcohol and airlines but now it is capturing market in field of drinking water very rapidly. They are trying to make unique efforts to promote and sell the product. Specifically in a mineral water section Bisleri has created its brand image in a peoples mind. Whenever people wants to asked about the water bottle they generally ask for Bisleri and there is one local brand Heath plus" is also have good market share due to low price and excellent delivery system. Overall the project gives fine insight of problems and weak areas of packaged drinking water of kingfisher company.

Introduction

Objective of Project:

Objectives

1. To study Supply chain management efficiency if Iceberg foods ltd. 2. To Study the weak areas in manufacturing like Quality of water , Bottle quality for Kingfisher PDW. 3. To study about warehousing and Inventory efficiency in Company.
4. To study various weak areas in operations management within the company .

Scope of the project:

The market survey was done to be within Indore-Bhopal area. This project is useful for the understanding the weak areas of Opeartions. There are many advantages the company gets from this project report. These finding helps the company , as

The study was carried in Indore and Bhopal city. To understand the expectation and requirement of the retail outlets. To improve quality of service like in transportation and delivery and manufacturing etc.. This project gave the good opportunity to interact with the retailers.

Marketing survey is a the thing where a person can learn from anybody. This project provide a good market exposure to me while undergoing this project because every retailer came forward

with a different opinion and that was very important to know the perception of the retailers. And
being my first real exposure to the corporate environment, the training period proved to be very educating and offered me a great chance to learn the practical workings of the FMCG industry.

Limitations of Project:This project has faced some of the limitations. As limitations could impure the projects Transparency, it was necessary to minimize the limitation to extent. Some of the limitations cannot be minimized whereas it was possible in some cases and due steps were taken to increase the reliability of project.

Limitations:
The study area was restricted to only Indore and Bhopal city. As it is a small segment of the market covered for the research purpose, so the conclusion cannot be generalized.

Poor response from retailers was a hurdle in carrying research work effectively. They may be partial or they can refuse to cooperate.

The data collected cannot be free from errors, since some of the respondents failed to give correct information.

Due to time constraints, a sample was chosen on the basis of convenience so all the
shops, bars and hotels could not be covered.

Introduction About Packaged Drinking Water Industry

INTRODUCTION
Water is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common Man. Eighty percent of the human metabolism consists of water. This is the reason why 90% of human diseases are water born. There are 3 types of water impurities, which are root cause of water borne diseases. 1. Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral Content. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. The main source of drinking water is river and downstream which also have not been able to escape the pollution. When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained. 1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the water. It deactivates microbiological impurities to an extent but has side effects due to iodine and it does not take care of dissolved impurities mineral balance. Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates bacteria to a great extent. It maintains the odor and color of water but does not clear out the dissolved impurities and mineral particles. Thus came advent of mineral water. Historically, the need for purified water within Indian homes had been kept down to a minimum. Essentially, there were three types of water that was used for different purposes. The first type was used for rinsing. The second type, which was used for cooking, was cleaner and kept covered. The third type was the cleanest drinking water and was very often boiled before use. Since an average family needed a small quantity, not more than five or six liters a day, boiled and filtered water had been a convenient solution for some time .The fallouts were obvious. It was very difficult to convince the people that purification system was worth the price.

There was no visible way to demonstrate the benefit. The otherwise somnolent market began to change once companies like Eureka Forbes targeted the office segment, while the mineral water players went after travelers. Ion Exchange was the only company, which had any measure of success in entering homes with Zero-B. But clean drinking water returned on the national agenda a little later. Around 1989, drinking water became an issue again. Around early 1990s, Time did a story on India as a key emerging market and that was the trigger for all the players eyeing this market. Water is everywhere, but not a clean drop to drink! who would have thought that there will be a day when sanitation of available water would be more of a concern than availability of water itself? Hygiene is of great concern to everyone today, and this is evident with the surging rise in the consumption of packaged/bottled water. India has 16 percent of worlds population, 2.5 percent of the land mass and 4 percent of the worlds water resources. These limited water resources are depleting rapidly while the demand on them are increasing. Drinking water supplies in many parts of India are intermitted. Transmission and distribution network for water are generally old and badly maintained, and as result, are deteriorating.

FIG: - SURVEY RESULT FOR USING PACKAGED DRINKING WATER

Above survey result shows that most of the people are becoming health conscious and major percent of people find water as substitute for other beverage. India is one of the biggest and most attractive water markets in the world. The boom time for India bottled water industry is to continue-more so because the economics are sound, the bottom line fat and Indian government hardly cares for what happens to the nations water resources. Corporate control over water and water distribution in India is going rapidly, the packaged water business is worth $250 million, and its growing at huge 40-50% annually. Around 1,200 bottling plants 100 brands of packaged water across the country are battling over the market, overdrawing groundwater, and robbing local communities of their water resources and livelihoods. Most multi-national (MNC) companies view India as the next big market with a lot of potential and global water market into India. There is a huge market being exploit by the package water industry and its growing 40% per annum. With over a thousand bottled producers, the Indian bottled water industry is big by even international standards .There are more than 200 brands, nearly 70% of which are local. Most of small scale producers sale non branded product and serve small market. In fact, making bottle water is today a cottage industry in the country. There is investment worthy mid- gap company in the segment, from being confined to the upper most echelons of society package water

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has now become a common place commodity an almost the necessary metros after witnessing historic growth is recent years, it has become Rs.3000 - crore industry, one that is slated to only post healthy growth rate to become a 10 thousand crore .

FIG. ESTIMATED BOOM IN PACKAGED DRINKING WATER INDUSTRY

Business in just a year, the bulk water industry, or water in 1, 2, 20 25 liters packages has also witness a parallel growth of 700-1000 crore. Basically the market can be divided into two segment-the retail consumer market where the pack sizes are 200 ml, 500ml, 1liter, 2literand 5liter.and the household and institutional market were the pack size is usually are 20 to 25 liters. The bureau of Indian standards (BIS) is governing authority and production regulation related to natural mineral water as well as package drinking water. The all India market for package water is between $145 million (Rs.8 billion) and $21 million (RS.10billion) and is growing at the rate of nearly 40 % per annum. Even though it accounts for only 5 % total beverage market in India .Branded bottled water is the fastest growing industry in the beverage sector. while the single largest share in the mineral water market might still belong to Indian brandParles $52million, (Rs2.5 billion) Bisleri brand has 40% share multinational corporation are not for behind. Nestle and Danone are eying to purchase Bisleri , Pepsis Aquafina , Cokes Kinley brands have been extremely successful is edging out many of

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the small and medium player to buy-outs and exclusive licensing deals. In less than two year since its launch, Aquafina has concerned 11% of the market and Kinley has also a third of the market. Kingfisher one of the major players of alcohol industry is also eying for this PDW sector. It has launched Kingfisher premium packaged drinking water as their beverage. And due to its unique efforts it is becoming popular b/w various consumers in India. News report indicates that other MNCs like Unilever are also eying the market. We can say that it all depends on the situation. You can ask politely for ice water, if that is what you prefer, or a glass of wine, or beer. The cost is almost the same for all the three, or you can complain to management that prices charged for bottled water are ridiculous as is the case with wine.

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Company Profile

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ICEBERG FOODS LIMITED

About the Company:Iceberg Foods Ltd. is quality pet performs manufacturers in India with state of the art technology husky injection molding system. It can offer performs in 28 mm pco in 24, 27.7, 42 & 48 GM. All performs are approved by Pepsi. It uses 100 % virgin material (Pepsi approved). It can sign long term contract and has a manufacturing facility at present of 300,000 Performs / day.

Company Name:Iceberg Foods Pvt. Ltd.,

Country / Territory :India

Address:374 Kohat enclave 3rd floor main road Pithampur , New Delhi 110034

Products/Services We Offer:-

It offers international quality (Pepsi approved) pet performs in 28 mm pco neck in 24,27.7,42& 48 GM processed on husky injection molding system. It Can manufacture 300,000 performs /day

Business Type:Manufacturer

Industry Focus:-

Packaging Product Stocks, Packaging Related, Machinery, Packaging, Printing Projects.

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 Geographic Markets:Worldwide

Annual Sales Range (USD):-

US$1 Million - US$2.5 Million

Year Established:-

1998
Legal Representative/CEO:-

Mr. Bharat Shah

Iceberg Foods Ltd. is a seven years old company in packaged drinking water manufacturing industry and it is one of the leading company having all India rights for manufacturing & marketing packaged Drinking water with a brand name Kingfisher trademark owned by famous UB group & RC Cola trademark owned by Royal Crown Cola which third largest selling soft drink brand in the world with a presence in almost all the countries of the world. Its clients are spread all over the country. It is one of those few brands that have got ISI certification in India and it is committed to supply pure and hygienic water. Its packaged drinking water is manufactured under perfect hygienic conditions as per ISI Standards and it has been consistent in supplying Quality product to all our customers. It has one of the best distribution infrastructures in the business to provide timely services to all our vendors. It has hundreds of distributors all over the India who are further supplying its stocks to thousands of retailers than to our end users. Its products come in a wide range of packages like 200ml ,1 liter , 2 liter , 5 liter , 20 liter in drinking water & 600ml & 1.5 liter in Soda. Its packaged drinking water is bottled in fully automatic plant with Reverse Osmosis, Ozonization & Ultra filtration process. Along with latest pesticides removal system through activated carbon filtration process as per EU norms. It is understood that throughout India 90% of the stress related diseases are caused due to consumption of contaminated food & water. It processes water at our plant with the most

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modern, high tech equipment sodium filtration resulting in not only healthy but also sweeter packaged drinking water. Its packaged drinking water is processed and packed in a sophisticated and chemical free plant to maintain highest level of hygiene. Its packaged drinking water is manufactured under a very strict in house quality control system, ensuring that what you drink is what nature intended.

Iceberg Foods ltd. In Madhya Pradesh

Existing Distribution System

Distribution network
It has 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 it generates its primary sales. It has various Distributors that are scattered all over Madhya Pradesh.

Madhya Pradesh is divided into 4 zones: In each zone all cities of that area are covered. In each city at least one distributor is present. Zone wise distributors are given below (Each city name signifies one distributor)

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As manufacturing plant for Kingfisher packaged drinking water is in Indore city so it is the headquarter for iceberg foods ltd. In Madhya Pradesh state. All the distribution in whole Madhya Pradesh state is done through Indore head quarter. In Indore zone the distribution network is divided in two segments. One is the distribution in the city and the other is distribution in the connecting routes i.e. Indore upcountry. It has different distributors for different routes.

SALES DEPARTMENT:We have following sales staff in Indore sales team : one four (Mr. Sachin Pachouri ) one (mr. Devendra Bhargav)

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KINGFISHER LIMITED:-

The King of Good Times is Indias best-selling beer and from Mumbai to Delhi, the locals guzzle through millions of bottles annually. But although the brand commands up to 25% of its domestic market, unless youve visited India or are a part-time connoisseur of curries, you may not have recognized Kingfishers qualities as the perfect accompaniment to a chicken Vindaloo. However, all that could change in the future as Kingfishers owners, United Breweries, have delivered their premium brand to the web in an effort to increase global awareness of their coveted flagship product. The Kingfisher homepage is everything you would expect from the Indian-based brand. It is colorful and noisy (although the score sounds more Caribbean than Indian) and theres plenty of animation to enhance the viewing experience. Areas of the site that are well worth a visit include the Fun and Beer section, where you can send 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 contains information about the history of United Breweries and the Kingfisher brand itself. Unfortunately, the facility to order Kingfisher beer and apparel online only exists for residents of Bangalore at present, so from an E-tail perspective, the site is limited to a fraction of its own indigenous market. This feeling of constraint is also extended to other site areas and there are several sections within Kingfisher.com that are weak in terms of content and will need substantial embellishment if United Breweries are to make full use of the web as a marketing tool. The Sport pages are a

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good example of this as they simply contain a handful of paragraphs on Kingfishers sponsorship of past sporting events, rather than evangelizing what associates the emotional aspects of the Kingfisher brand with its chosen recreational partners.

Name of the Organization

United Breweries Group (UB Group)

Name of the Company

Kingfisher Limited

Manufactured & Marketed By

Iceberg Foods Limited

Product information
Iceberg foods ltd has rights of manufacturing and sales of Kingfisher limited. Product which are manufactured in Indore plants are

1. Kingfisher 1 liter pdw

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2. Kingfisher 200 ml packaged drinking water

3. Kingfisher 20 liter JAR

Its packaged drinking water is bottled in fully automatic plant with Reverse Osmosis, Ozonization & Ultra filtration process. Along with latest pesticides removal system through activated carbon filtration process as per EU norms. It is understood that throughout India 90% of the stress related diseases are caused due to consumption of contaminated food & water. It processes water at its plant with the most modern, high tech equipment sodium filtration resulting in not only healthy but also sweeter packaged drinking water.
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Its packaged drinking water is processed and packed in a sophisticated and chemical free plant to maintain highest level of hygiene. Its packaged drinking water is manufactured under a very strict in house quality control system, ensuring that what you drink is what nature intended.

RATE LIST PACKAGED DRINKING WATER Size 200ml 1 Liter Brand Name Kingfisher Kingfisher Aquafina Bisleri Health plush Bailley Kinley Narmada 2 Liter Kingfisher Bisleri Bailley 20 Liter Kingfisher Bisleri Rate Per Case (RS.) 90 (20 bottles) 90 115 115 70 120 110 60 120 (9 btls.) 153 140 55 60

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Research Methodology

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Definition Of Research
Research is a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation. The search for knowledge through objective and systematic method of finding solution to a problem is research. Clifford Woody defines Research as Research comprises of defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge

RESEARCH PROCESS
Define the research problem Review concepts and theories Formulate Hypothesis Research design Select the data collection method (s) Select the measurement technique Select the sample (primary considerations) Select the analytical approach

Interpretation and report

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SOME IMPORTANT CONCEPTS

Population
All items of any field of is inquiry constitute a Universe or Population

Sample Design
A sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. There are many sample designs from which a researcher can choose. DIFFERENT TYPES OF SAMPLE DESIGN Non-Probability sampling It is that sampling in which sampling procedure in which sampling does not affords any basis for estimating the probability that each item in the population has of being included in the sample. It is also known by different names such as deliberate sampling, purposive sampling and judgment sampling. Probability Sampling Probability sampling is also known as Random sampling or Chance sampling. Under this sampling design, every item of the universe has an equal chance of inclusion in the sample. It gives each sample combination an equal probability of being picked up and each item in the population to have an equal chance of being included in the sample.

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SOURCES OF DATA COLLECTION:

The research can be carried out with the help of two type of data namely: primary and secondary.

Primary Data: The primary data are those which are collected a fresh and for the first time,
and thus happened to be original in character. The primary data was collected by survey. Basic methods of data collection under survey were:Observation method Interview method Questionnaires With the help of these, first hand information can collected. This method is needed for meeting the objective of research study. Primary data was collected with the help of the senior manager, corporate communication and other various retailers and distributors in the cities. It was collected from face to face interaction, interviews, of the concerned persons.

Secondary Data:
Secondary data are those which have already been collected by someone else and which have already been passed through statistical process. This data was collected with the help of . Reference books. Brochures and checklist. Booklets and pamphlets. Websites of companies

With the help of above sources of data the required information was collected.

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RESEARCH INSTRUMENT:
Research instrument refers to the physical aids by the research is carried out. The main research instrument used in this project is a structured questionnaire. With reference to the project, the questionnaire is prepared in order to study the problems and weak areas for company in the city. Our Questionnaire includes open ended and close ended questions. For Observation sales and transport routine broacher were used.

Sample Selection:
Sampling techniques : The sampling technique used for this study was convenience
sampling which comes under non probability sampling. It was based on the convenience of the researcher who was to select the sample. The sample were included merely on account of being available on or near the place where the survey was being conducted. Sample selected in this project were also on the basis of convenience sampling because retailers were selected with convenience of researcher. Target population :- Target population was the retailers and institutional consumers of Indore and Bhopal city.
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retailers from various places in Indore and Bhopal such as: Chhappan market Sarvate Palashiya Vijay nagar Bhamwar kua Geeta bahvan Nehru nagar Mp nagar Indrapuri

Sample size : Out of 2000 only 200 respondents (retailers) were selected in sample for the project . Geographical extent: Indore and Bhopal , Madhya Pradesh

Data analysis and Interpretation

After data are obtained through questionnaire, interviews, observation, or through secondary sources they need to be edited .After collecting data next step comes Data Analysis. In Data Analysis following things should be checked 1. Feel for data Mean Standard Deviation Correlation Frequency distribution 2. Goodness (testing) of data Reliability Validity

3. Hypothesis testing Appropriate Statistical manipulations

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These are the things which comes under data analysis. After data analysis interpretation of result is done. These interpretations lead to research questions answers.

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Data Interpretation And Analysis

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Factors for preferring any particular brand

no. of retailers
100 Axis Title 80 60 40 20 0 no. of retailers Brand name 94 Profit margin 65 easy avalibilty 11 customer demand 30

Factors Brand name Profit margin Easy availability Customer demand

Respondents (out of 200) 94 65 11 30

Share in terms of % 47% 32% 6% 15%

INTERPRETATION: - The above graph shows that majority of retailers are influenced by the brand name i.e. 47% and 32% retailer are influenced by the profit margin. Only 15% of retailer are influenced by customer demand. While easy availability remain less concern for the retailer preference.

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Promotional schemes effect on preference of retailers

respondents
Axis Title 150 100 50 0 yes no yes 79 no 121

respondents

Response Yes No

No. of respondents (Out of 200) 79 121

Percent share 39% 61%

INTERPRETATION - From the above graph it is observed that 121 retailers are not influenced by the promotional schemes and only 79 retailers are influenced by the promotional schemes. So major share is of the people who are stuck with a particular brand .

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No. of the delivery from distributor (per week)

respondents
100 80 60 40 20 0 respondents

Axis Title

once 36

twice 84

thrice 57

more than three 23

No. of delivery Once Twice Thrice More than three

Respondents (out of 200) 36 84 57 23

Share in terms of % 18% 42% 28% 12%

INTERPRETATION:- From the above chart it is clear that majority of retailers get delivery

twice in a week i.e. 42% followed by the people who get delivery thrice in week , once in week and more than three times delivery in a week with 29%, 18% and 12% respectively.

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Satisfaction with the quality of Kingfisher Packaged drinking water

respondents
11% 19%

strongly satisfy satisfy 13% neutral dissatisfy

48%

9%

strongly dissatisfy

Satisfaction Strongly satisfy Satisfy Neutral dissatisfy Strongly dissatisfy

Respondents (out of 200) 38 26 18 97 21

Share in terms of % 19% 13% 9% 48% 11%

INTERPRETATION:- Above graph shows that Kingfisher packaged drinking water is not having good image in terms of quality. 48% retailers and 19% of retailers are not satisfy with quality. While some of the people are there who are satisfy with the quality of the product.

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Customer complaints for Kingfisher packaged drinking water

respondents
14%

yes no 86%

Response Yes No

Respondents (out of 200) 28 172

Share in % 14% 86%

INTERPRETATION: - There are only few no. of retailers who get complains about the Kingfisher packaged drinking water i.e. 14 % of retailers.

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Response of the company towards complains

respondents
21%

yes 79% no

Response Yes No

Respondents (out of 28) 6 22

Share in % 21% 79%

INTERPRETATION : - Above graph shows that company is not much bothered about the complains and suggestions given by the retailers.

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Satisfaction with the profit margin of Kingfisher packaged drinking water

respondents
16% 35% 14% strongly satisfy satisfy neutral dissatisfy 13% 22% strongly dissatisfy

Satisfaction Strongly satisfy Satisfy Neutral dissatisfy Strongly dissatisfy

Respondents (out of 200) 32 28 27 43 70

Share in terms of % 16% 14% 13% 22% 35%

INTERPRETATION:- Above graph shows that major no. of people are strongly dissatisfy with the profit margin given by Kingfisher packaged drinking water i.e. 35%. Some of the retailers which are selling Kingfisher packaged drinking water are satisfy with that.

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Image of Kingfisher packaged drinking water in mind of retailers

Respondents
120 100 80 60 40 20 0 excellent good average poor 38 32 22 108

Respondents

Image Excellent Good Average Poor

Respondents (out of 200) 32 38 22 108

Share in terms of % 16% 19% 11% 54%

INTERPRETATION:- This graph also verifies conclusions given by above figures .

Kingfisher is not having good image in market because of its brand name Kingfisher which is known mainly for alcohol industry. There are 54% of the retailers who say Kingfisher is having
poor image in their mind.

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Suggestions given by retailers to the Kingfisher packaged drinking water

Respondents
100 80 60 40 20 0 Respondents

Changes Packaging Advertisement Profit margin Distribution Quality

Respondents (out of 200) 42 12 96 40 10

Share in terms of % 21% 6% 48% 20% 5%

INTERPRETATION:- Above graph shows that majority of the retailers are not happy with

the profit margin given by company they want to work on it by the company and it consist of 48% of people. While packaging of bottle is also one of the main concern with the retailers with 21 % of respondents.

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Finding and Suggestion

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Finding
1. Consumers who use Kingfisher product are just because of the brand name of Kingfisher group and its rational pricing. 2. Packaging of Kingfisher drinking water is not at all attractive as compare to its competitor. 3. Most of the retailers are not still happy with profit margin given by Kingfisher PDW. 4. Kingfisher is having poor image in mind of retailers. 5. Delivery of bottles or transportation is not good. 6. Bottle quality is also poor.

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Suggestion
After sale services should be improved Regular visits should be maintained for proper supply. More schemes on bottles should be launched by the company . One week credit facility or one bill due system should be introduced. Retailers are not getting Brochures, Posters thats why they cant promote the product. Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers should be given to the retailers. Counters outside hospitals, cinema halls, bus stands & at the tourists areas should be given special consideration. Packaging should be standardized & made attractive.

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Conclusion

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Conclusion
The purpose of research carried out was to Study of buying behavior and performance of retailers. For this a questionnaire was designed and target sample was selected which was from retail outlets, hotels, restaurants and hospitals. After thorough research, we have come to the conclusion that Kingfisher has very low market share as compare to Bisleri and Health Plus in Bhopal and Indore city. Most of retailers prefer Bisleri and Health plus for selling. Kingfisher also have a good market share and there are many areas where retailers like to sell local brand due to low cost, and Health plus is its great example. As Bisleri is the most trusted brand in the market and having a strong hold in packaged drinking water market. Kingfisher is having its strong hold in a market in a breweries sector which created the impact on a peoples mind which influences the people to think about Kingfisher as a brewery brand. It was found in the survey that retailers always prefer that brands packaged drinking water, who provides good delivery system and packaging .Price and profit margin are also dominating factors which are preferred by retailers in selection of packaged drinking water.. It is observed from survey that most of retailers sale in range of 15-40 bottles per day. From the study it seems that companys distribution is not that much effective as compared to its rivalry however company provides the facilities like a stand, dispensers, banners, replacement facility, and good margin as compared to its rivalry. Company should try to create a strong and trusted image in the packaged drinking water segment. It will certainly take some time for people to recognize the Kingfisher in PDW section. Hence Kingfisher should keep in mind all the needs and desires of the retailers & customers and should satisfy them with the preferable price and their demands..

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Bibliography

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Consumer behavior

: Schiffmans and Kaunk

Marketing Management

: Philip Kotler

Research methodology Research Methods for Business

:Dr. C.R. Kothari : Uma Sekaran

Websites

www.Kingfisherworld.com

www.bottledwaterindia.org
www.scribd.com

www.docstoc.com www.wikipedia.org

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Annexure

46

Name of retailers Area -

Shop name contact no. -

________________________________________________________________________________ 1.Which brand /s do you prefer to sell? A Kingfisher. B Kinley. C Aquafina. D Bisleri. E Bailley F Health Plus G other ( )

If you are selling more than one brand then which is other PDW company?

A Kingfisher. B Kinley. C Aquafina. D Bisleri. E Bailley F Health Plus G other ( )

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2) what is your daily selling of brands (please mention for all brands .. in terms of 1 liter bottle per day ) Less than 10 Bisleri Health plus Kingfisher Aquafina Kinley Bailley Others Between 10 and 20 Between 20and 50 More than 50

3) Why do you prefer the particular brand?

A Brand name B Profit margin C Easy availability D Customer demand E Others

4). On what basis you influence customers to purchase a particular brand? a. Quality. b. Price. c. Brand d. Availability.

5 ) Does any promotional scheme affect your preference?

A. yes

B. No 48

If yes then please specify the reason 1 .Fridge facility 2. Schemes on bottle 3. Credit facility 4. Personal attention of distributor

6) How frequently do you get the delivery from distributor?

A Once in week B Twice a week C Thrice a week D More than three times

7) Are you satisfied with the quality of our product?

A Strongly satisfied B satisfied C neutral D not satisfied E strongly dissatisfied

8) Do you get any customer complaint for Kingfisher PDW?

A yes B no

if yes then are your suggestions considered by the company? A Yes B No

9) Are you satisfied with the profit margin of our product?

A Strongly satisfied

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B satisfied C neutral D not satisfied E strongly dissatisfied

10) What sort of image do you have regarding our product ?

A Excellent B Good C Average D Poor

11) What changes do you want us to work on?

A Packaging B Advertising C Profit margin D Distribution E If any other then please specify.

12) If any company gives you more profit margins then would you like to switch to that company?
A Yes B No (due to customer demand or any other reason)

Thank you

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