17-12-2012, 02:53 PM
MARKET RESEARCH FOR KINLEY PACKAGE DRINKING WATER IN 20 LIT. JAR WITH SPECIAL REFERENCE TO NOIDA CITY
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Project objectives-
The project was undertaken to determine the demand potential of the Kinley package Drinking water in 20 lit. Jar and to formulate an appropriate pre-launching strategy for Launching the product on larger scale in the service industry such as banks, corporate Offices, hotels etc in the Noida City.
Company profile-
Maestro Industries is founded in the year 2003. The Company is the co-packers and manufactures of the packaged drinking water named as Kinley on behalf of Coca-Cola. Maestro Trade Link caters to the sales and marketing of the product.
Kinley packaged drinking water company is owned by the world leading soft drink company Coca-Cola Company.
Product profile-Kinley is the largest packaged water brand in India with 35% of market share in the packaged water segment. The product is package drinking water in 20 lit. Jar. Kinley offers their product in the following price range-
1 liter package- Rs.12 (US $0.27).
5 liter package- Rs.30 (US $0.67).
Research methodology-
The project will be carried out during the period 15 September to 20 sept in noida city area for the following products-
Kinley package drinking water in 20 lit. Jar
The survey will be carried out by interviewing the following market sub segments in and around NOIDA.
Hotels.
Banks.
Corporate offices.
Information and analysis-The analysis will be based upon the 60 respondents (i.e. banks, hotels and corporate
Offices) interviewed during the execution of the project work. The analysis was done in reference to following points-
1) The Brand or product preferences of the customers/respondents.
2) The price range between which these competitor brands their product.
3) The average quantity of the product consumed by various market sub segments per month.
4) The average amount of deposits received by various competitors from their customers.
SCOPE OF THE PROJECT
This project was undertaken to find out the demand potential of the product Kinley package drinking water in 20 lit. to develop an appropriate pre-launching strategy for promoting the product on large scale. The result of the project can provide an overall understanding of the market scenario i.e. the present competitor s and their market positions.
Project study is conducted for the following products-
Kinley packaged drinking water in 20 lit jars.
The project study was conducted in the following cities-
NOIDA
The results in this project was based on the data collected from the various market segments as follows-
Hotels.
QUALITY MEANS DEGREE OF EXCELLENCE.
Quality Policy states the commitment of the management towards the Quality which is essential for the downstream activities. Quality Policy is the means of letting the customers and working departments know. The organization is serious in giving desired quality products and quality services.
Quality Circle is an important part of quality policy. Quality Circle means a team of workmen which studies, the problem related to their job and find solutions to solve that problem.
Quality Circle formed in different manufacturing units it have brought in tremendous result in terms of improved work attitude, gather sense of belonging, reducing tension and conflict in the workers supervisors managerial relationship moving towards the healthy climate of work culture.
The company is committed for making Quality Products by meeting the needs & expectations of our customers.
This is achieved by:
Supplying the customers with consistent quality products at a best possible cost.
Producing Quality Products through the best use of quality systems, people & technology.
Involving all employees in an environment of continuous improvement & learning. Maintaining a safe & satisfying workplace.
Developing committed suppliers.
Adopting a Quality System based on the International Standard ISO 9001:2000.
Kinley packaged drinking water-
Kinley packaged drinking water company is owned by the world leading soft drink company Coca-Cola Company.
Kinley employs approximately 125,000 employees all over the world.
Kinley is the largest packaged water brand in India with 35% of market share in the packaged water segment.
In 2000 Kinley packaged water was launched nationally in India.
In 2003 Kinley becomes largest selling retail pack in India.
Kinley assures their consumers at most safety with its 7 steps of purification.
The Coca-Cola Company-
Founded in 1886, Coca-Cola is the world s leading manufacturer, marketer and distributor of non alcoholic beverage concentrated and syrups used to produce more than 230 beverage brands. The corporate headquarter are in Atlanta, with local operations in nearly 200 countries around the world.
The local strategy enables the company to listen to all the voices around the world asking for beverages than span the entire spectrum of tastes and occasions, this being one of the primary reasons for its success, what people want in the beverage is a reflection of whom they are, where they live, how they work and play and how they relax and recharge.
Coca-cola not only to makes great drinks, but also contributes to communities around the world through its commitments to education, health, welfare.
The coca-cola is the global soft-drink industry leader, the company and its subsidiaries employ nearly 30000 people around the world, syrups concentrates and beverage bases for coca cola, company’s flagship brand and over 160 other company soft drink brands manufactured and sold by Coca Cola Company and subsidiaries in nearly 200 countries around the world. In fact, approximately 70% of the company volume and 80% company profit come from outside the United States.