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THE STUDY OF PENETRATION OF KINLEY BULK WATER JAR IN GROCERY CHANNELS AND RESIDENTIAL CONSUMERS

PRESENTED BY:-ABHISHEK KUMARPIBM

CONTENTSSector Analysis

Company analysis

kinley

STP, SWOT analysis and competitors

Objective, Methodology & Action Plan

Findings and observations

Suggestions 2

INTRODUCTIONFMCG Sector • The Indian FMCG sector, is the 4th largest sector in the economy.

• Contributes around 2.4% in the GDP of India.

• 9.2 million outlets serves 1.25 billion people and accounted for US$37 billion sales in 2013.

• Nielsen predicts the FMCG industry to grow from $42 billion in 2015 to US$49 billion in 2016.

• This industry had grown 10% in 2015 and is expected to grow 12% in 2016, with the sales to US$49 billion.

3Source:- IBEF.com

FMCG SECTOR SEGMENTATION

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MARKET SHARE

36%

30%

8%

6%

4%15%

Market share(%)HUL ITC NESTLEBRITANIA DABUR OTHERS

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Coca-Cola• Coca-Cola is a carbonated soft drink. It is produced by the Coca-Cola

Company of Atlanta, Georgia, and is often referred to simply as Coke.

• It was introduced in 1886; 130 years ago.• Coca-Cola India Pvt. Ltd. is a Wholly-Owned Subsidiary of the

Coca-Cola Company, USA.• Hindustan Coca-Cola Beverages Pvt. Ltd. - As part of the Bottling

Investments Group of the Coca-Cola Company, it has 24 bottling plants at strategic locations in various states spread across India. It cover approximately 65% of bottling operations for the Coca-Cola System in India

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KINLEY

Kinley• Kinley is a brand of still or carbonated water owned by the Coca-

cola Company and sold in many large European and Asian countries. Its carbonated forms are used for mixers, and also available in a variety of fruit flavors.

• Packaged water bottle are carbonated water with a wide array of variants: tonic, bitter lemon, ginger ale, club soda and fruit flavored

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Kinley(cont.)

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Parent Company Coca Cola

Category Water & Soda

Sector Food Products

Tagline/ Slogan Boond boond mein vishwaas

USP Made with reverse –osmosis along with the latest technology to ensure purity

Segmentation, Targeting &Positioning

Segment For all people seeking hygienic drinking water

Target Group All age groups Lower, middle and upper class people

Positioning Water that is as pure as it is meant to be

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SWOT ANALYSIS

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STRENGTH

Excellent branding.

Excellent Quality and taste

Did not compromise with its quality over price.

Low operational cost and Presence of established distribution net works in both urban and sub-urban areas.

Presence of well known brands in FMCG sector.

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WEAKNESSNo clear positioning- just like any other packaged drinking water

Kinley is secondary product for Coca-Cola.

Frequent distribution is required.

Advertisement is required.

High price as compare to its competitors.

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OPPORTUNITIESAdvertise more

Buy out competition

Brand recognition

Leverage successful brand Coca-Cola

2tier and 3tier cities are still mostly untouched.

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THREATS

Threat from competitors

Lot of People don’t spend on water or buy local brands.

On regular interval new brands are coming in the market

Government changing policies.

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COMPETITORSThere are approx. 350+ competitors in Mumbai some of the top competitors are.

Bisleri is the top most competitors of Kinley and is the market leader in Mumbai as it has occupied 45% of the market.

Bailey is second according to my survey followed by oxyrich, Aquafina and other local brands.

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BRANDS, PACKAGING AND PRICEBrands Packaging Price(Rs)

Kinley 20lts1lts

9018

Bisleri 20lts5lts2lts1lts500ml

8045352010

Bailey 20lts1lts500ml

751710

Aqua fina 20lts1lts500ml

701812

Oxyrich 20lts1lts

8015

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OBJECTIVE OF MY PROJECT

The main objective of this project is to increase penetration of Kinley bulk water jar in Grocery channels and Residential consumers

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Methodology• My task was to do the survey and sale of bulk water i.e. of 20lts jar of Kinley.

• Make new customers and resellers in different areas like – J.B.Nagar, Lower Parel, Marol, Murashi, Dadar, MRDC, Mahim, Majid bander, Solitier Park & Shar Plaza (Andheri-East), Andheri – West, CST, Mahalaxmi and Goregao.

• Door to door sales i.e. Salesmanship and got contact of new customers from existing ones through networking.

• Convincing corporate ,residential, and resellers & distributers for selling the product.

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ACTION PLAN1st week:- Reported to Mohit Gupta (Head Hr). went to corporate office at Andheri and warehouse at Thane and learn new aspect of marketing with my guide Mr.Kapil.

2nd week:- Dhanraj sir and Sathish sir who is a salesperson taught me how to contact new people and convince them to buy our product and went for route ride in different area study of existing Product in Market.

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ACTION PLAN(Cont.)3rd week:- went in different Residential, Corporates and resellers areas in

Andheri (east and west), MRDC, J.B.Nagar. Made 12 customers in this week.

4th week:- done survey in different areas of Marol, Murashi, Lowerparel, Mahalaxmi, Chakala, etc and convinced and made 16 customers.

Given my presentation and project report.

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FINDINGS AND OBSERVATIONS Top competitors in the market is Bisleri, Bailey, and oxyrich as compared with price.

Only health conscious people drink kinley and who gives more priority for safe water.

Kinley is the second costliest brand in the market.

Different government norms.

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FINDINGS AND OBSERVATIONS(CONT.)Kinley is only for niche market.

Frequent service is given by its competitor's.

350+ brand available in Mumbai.

Kinley loosing its resellers and customers.

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CHALLENGES• People have blind faith on bisleri.• Margin is less as compared to its competitors.• High Price of Kinley.• Delivery of product is not frequently done.• Most people don’t know the brand as there is lack of advertisement.• More than 350 brands present in Mumbai.• Its was very difficult for us to convenience people from residential

society as compare to corporate

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LEARNINGSMore importance to existing customers.

Psychology of different person in different area is different.

Market and competitor Knowledge.

Product is for niche market rather than mass market.

How to convince and motivate new customers for Kinley water.

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SUGGESTIONS• The service needs to be improved as compare to its top competitors like bisleri,

bailey, Aqua-fina who gives frequent service.

• Delivery service should be more frequent.

• Use their delivery trucks, banners and adds for advertisements

• Use mouth to mouth advertisement.

• Rate per bottle can be reduced to its top competitors rate

• Rate can be increased after it has captured the market at most by 6 months thats what Coca-Cola does like in small bottle of thumsup and coke.

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ACHIEVEMENTSMeeting new people and understanding their behavior.

Done survey of more than 250 persons in different areas.

Fulfilled my target.

I had done business for the company is Rs.2,48,040 monthly and Rs.29,76,480 yearly.

Got stipend of Rs.16,000/month.

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ANY QUESTIONS ??

ABHISHEK KUMAR