EXCUTIVE SUMMARY

The proposed research is designed to find out the level of satisfaction and the

factors that aid in retaining the retailers. It is designed to understand the sensibilities of

the modern day retailer and thereby understand the factors that motivate the retailers and

affects the sales and sustainability of a product in the market.

This study is related to soft drink in Pune, Maharashtra. India is the largest bottled water

consumer in the world. In 2009, the industry had an estimated turnover of Rs. 28 Billion.

Today it is one of India’s fastest growing industrial sectors. Between 1999 to 2004, the

Indian bottled water market grew at a compound annual growth rate of 26%, the highest

in the world.

Kingfisher is the largest selling beer in India. Now, Kingfisher is trying to capture the

water industry market with Iceberg food ltd. Kingfisher has near about 17% overall

market share in India for packaged drinking water segment. Customers’ satisfaction

begins with a difficult faith; with a commitment to deliver the result for each customer

which is also a concern for the retailers. Hence, for a manufacturing company it is

necessary to have right distribution channel and in order to satisfy its customers, it is

highly important to satisfy its channel partners, as they are directly deals with end users.

This Project was completed on the basis of survey method, where samples were chosen

by randomly. The project was conducted overall in Pune city only. The samples also

comprises distributors too, whose are part of distribution channel. Areas within the city

limits like Hadapsar, Pune station, Barathi Vidyapeeth, Dhankawadi, Koregaon park,

Ambegaon Pathar, Camp area, Swarget, Upper Indira nagar, were covered.

The results says that, the kingfisher packaged drinking water has less demand in the Pune

city, because there are reason like packaging, pricing, labeling, and taste too. The channel

partners in Iceberg Food ltd., has been found that, not satisfy with the company’s product,

prices, distribution system, etc offered by the company to them. But many organizations

have yet to develop this kind of awareness of retailer satisfaction strategy.

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INTRODUCTION

The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest

sectors in the country and over the years has been growing at a very steady pace. The

sector consists of consumer non-durable products which broadly consists, personal care,

household care and food & beverages. The Indian FMCG industry is largely classified as

organised and unorganised. This sector is also buoyed by intense competition. Besides

competition, this industry is also marked by a robust distribution network coupled with

increasing influx of MNCs across the entire value chain. This sector continues to remain

highly fragmented.

INTRODUCTION TO PROJECT:-

The company has provided us the different range of the product and with these different

ranges of the product I went to different counters and successfully sold the products of the

company

Firstly I done RCPA for Pune region especially at retailers counters and then as per their

expectations I went with the few schemes of the products and done POB for those stores.

With the help of different ranges of products like RC COLA, SODA and Packaged

DRINKING WATER I made a successful sale out for the Iceberg Foods Ltd. Of

Kingfisher brand.

Getting their valuable feedbacks satisfying the kinds of questionnaires asked to the

retailers. Moving ahead with their valuable response to their satisfaction to channel of

distribution, company has successfully poised the brand name of Kingfisher for Iceberg

Foods Ltd. in the Market.

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OBJECTIVE OF STUDY

PRIMARY OBJECTIVE :

To study the Retailers Preferences and Retail Segment of kingfisher’s PDW,

Soda.

To analyze each Distributors policies and Quotation with various Schemes.

To study the factors which attract the clients towards the Kingfisher’s PDW, Soda.

To study retailers Satisfaction towards dispatched system of Kingfisher’s PDW,

Soda.

SECONDARY OBJECTIVE:

To study the impact on sales when offer is given to retailers by the company.

To study the overall sales after service facility offered by company to channel

partners.

To study the distributors satisfaction towards the companies delivery and payment

system.

To analyze the overall Sales and Distribution management of Kingfisher IBF ltd

of PDW, Soda.

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SCOPE OF STUDY

The scope of the study was limited to Pune city. As the sample size was 100

clients only. In today’s cut throat competition to increase the market share there is need to

satisfy the customer’s needs and wants. For this purpose all organizations are required to

conduct research work to understand customer’s needs and expectation from the

company.

For every research work the study may have geographical conceptual scope. As subject to

the products limited to the study to the Pune district. The survey conducted will give the

details about the customer satisfaction level responding product and services.

GEOGRAPHIC SCOPE

The research is conducted in the Pune city, in the major areas where most of the FMCC

market established. So covering these major areas can make a good representative

sample.

The areas were-

Bibvewadi- Upper Indira Nagar, Market Yard.

Hadapsar-Fatima Nagar, Mohommad wadi, hadapsar gaon.

Peth area- Ravivar peth, Nana peth, Somwar peth, Ghorpade road, Shukrawar peth,

KEM hospital area, Tilak road.

Yerwada- Band Garden, Kalyani Nagar.

Others- FC Road, Koregaon Park, Pune Camp

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NEED AND SIGNIFICANCE OF STUDY

1. The study will be useful to organization in content of understanding channel

partners satisfaction and it will also useful to organization in relation to possible

modification in present sales and distribution system.

2. The study will be useful to the other experts and the student’s researchers to study

in the same area.

3. The study may help to organization to improve their quality and service that

providing to its channel partners.

4. The study will be remaining as guidance for the organization for better customer

satisfaction.

5. The study may help the organization to plan future policies and strategies for

better customer satisfaction.

6. The project study will be help in finding solutions of the problem faced by

customer and the problems faced by the organization.

7. A firm needs to analyze buying behavior for:

Buyers’ reactions to a firms marketing strategy has a great impact on the

firm’s success.

The marketing concept stresses that a firm should create a Marketing Mix

(MM) that satisfies (gives utility to) customers, therefore need to analyze the

what, where, when and how consumers buy.

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COMPANY PROFILE INTRODUCTION TO COMPANY

UNITED BREWERIES GROUP (UB GROUP)

United Breweries Group:-Based in Bangalore, is the world's 2nd largest brewer and the largest in India. The

company markets most of its beer under the Kingfisher brand and has also launched

Kingfisher Airlines, a domestic airline service in India. The group is headed by Dr. Vijay

Mallya who is also a member of the Indian Parliament. United Breweries now has a near-

monopoly over the Indian brewing market, thanks to its recent takeover of the rival Shaw-

Wallace company. The group owns the Mendocino Brewing Company in the United

States.

HISTORY:-The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The

Group took its initial lessons in manufacturing beer from South Indian based British

breweries. At the age of 29, Vittal Mallya was elected as the company's first Indian

director in 1947. After a year, he replaced R G N Price as the chairman of the

company.United Breweries made its initial impact by manufacturing bulk beer for the

British troops, which was transported in huge barrels or "Hogsheads". Kingfisher, the

Group's most visible and profitable brand, made a modest entry in the sixties.During the

1950's and 60's, the company expanded greatly by acquiring other breweries. First was

the addition of McDowell as one of the Group subsidiaries, a move which helped United

Breweries to extend its portfolio to wines and spirits business. Strategically, the Group

moved into agro-based industries and medicines when Mallya acquired Kissan Products

and formed a long-term relationship with Hoechst AG of Germany to create the Indian

pharmaceutical company now known as Aventis Pharma, the Indian subsidiary of the

global Pharma major Sanofi-Aventis.

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THE LOGO:-

The Pegasus, which is the symbol of the United Breweries, first found its place as the

Group logo in 1940. Then, the Helladic horse – associated with beer and nectar in Greek

mythology carried a beer cask between the wings, ostensibly because beer formed the

core operations of the Group. Later, the beer cask was removed to represent the Group’s

multifaceted operations. Now, it is just the Pegasus.

PRESENT HISTROY:-

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal

year 2009-10 making the Group the second largest manufacturer of Spirits products in the

world. In addition, USL is one of only three in the world to own seven millionaire brands

and at least five brands rated by Drinks International, UK, to be amongst the ten fastest

growing brands in the world in their respective categories. The market share of the Spirits

Division in India is currently 60% and exports to the Middle East, Africa and Asian

countries are growing rapidly.

The UB Group’s Brewing Entity - called United Breweries Limited (UBL) - has also

assumed undisputed market leadership with a national market share in excess of 50%.

Through a process of aggressive acquisition and market penetration, The UB Group today

controls 60% of the total manufacturing capacity for Beer in India. The flagship brand,

Kingfisher is now sold in over 52 countries worldwide having received many accolades

for its quality. With plans to becoming a global player United Spirits Ltd. (USL), the

flagship of the UB group, purchased the Scottish distiller Whyte and Mackay in May

2007 for £595 million (Rs. 4,800 crore). This would bring the brands of W&M like The

Dalmore, Isle of Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & Mackay

Scotch under its portfolio. The UB group is also into manufacture of Fertilizers. The

group company Mangalore Chemicals and Fertilizers Limited (MCF) has factory at

Panambur in Dakshina Kannada district of Karnataka.

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KINGFISHER LIMITED:-

“The King of Good Times” is India’s 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 you’ve visited India or are a part-time connoisseur

of curries, you may not have recognized Kingfisher’s qualities as the perfect

accompaniment to a chicken Vindaloo. However, all that could change in the future as

Kingfisher’s 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 there’s

plenty of animation to enhance the viewing experience. Areas of the site that are well

worth a visit include the Fun n 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 Sports pages are a good example of this as they simply contain a handful of

paragraphs on Kingfisher’s sponsorship of past sporting events, rather than evangelizing

what associates the emotional aspects of the Kingfisher brand with its chosen recreational

partners.

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ICEBERG FOODS LIMITEDAbout Company:-

We are quality pet performs manufacturers in India with state of the art

technology husky injection molding system. We can offer performs in 28 mm pco in 24,

27.7, 42& 48 GM. All performs are approved by pepsi. We use 100 % virgin material

(Pepsi approved). We can sign long term contract and have a manufacturing facility at

present of 300,000 performs/day.

Company Profile:-

Company Name Iceberg Foods Pvt. Ltd.,

Country/Territory India

Country/Territor

1006, Raheja Centre, Nariman Point,,

Mumbai,

Maharashtra, India

Products/Services We Offer

We offer international quality(pepsi

approved) pet preforms in 28 mm pco neck

in 24,27.7,42& 48 GM processed on husky

injection molding system. Can

manufacture 300,000 preforms/day

Industry Focus Packaging Product Stocks , Packaging

Related

9

Machinery , Packaging, Printing Project

Geographic Markets Worldwide

No. of Employee 11K People

Annual Sales Range (USD) US$1 Million - US$2.5 Million

Year Established 1998

Legal Representative/CEO Kishor Agrawal

Iceberg Foods Ltd. is a twelve years old company in this industry and we are 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.

Our clients are spread all over the country. We are one of those few brands that have got

ISI certification in Rajasthan and we are committed to supply pure and hygienic water.

Our packaged drinking water is manufactured under perfect hygienic conditions as per ISI

Standards and we have been consistent in supplying Quality product to all our customers.

We have one of the best distribution infrastructures in the business to provide timely

services to all our vendors. We have around 110 distributors all over the Rajasthan who

are further supplying our stocks to thousands of retailers than to our end users. Our

product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs,

20 ltrs & 600ml & 1.5 ltr Soda.

Our 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.

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It is understood that throughout India 90% of the stress related diseases are caused due to

consumption of contaminated food & water. We process water at our plant with the most

modern, high tech equipment sodium filtration resulting in not only healthy but also

sweeter packaged drinking water. Our packaged drinking water is processed and packed

in a sophisticated and chemical free plant to maintain highest level of hygiene. Our

packaged drinking water is manufactured under a very strict in house quality control

system, ensuring that what you drink is what nature intended.

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PRODUCT RAGNGE AND VARITIES

Kingfisher Natural Spring Water:-

A soft and pure natural spring water of exceptional taste and quality, Kingfisher Natural

Spring Water is drawn from springs on certified organic land close to the Cambrian

Mountains in Wales.

The sensational packaging and superior quality of this water is sure to excite your

customers, so please don't delay your orders and we at UBSN are standing by to help you

introduce this great new product in your restaurant.Available as STILL and SPARKLING

in 750ml and 330ml glass bottles, Kingfisher Natural Spring Water is packed in sturdy

shipping cartons to protect the quality of this exceptional product. For supplies and

further details of this sensational new product, please contact your Kingfisher distributor

or your Kingfisher area sales manager.

ROYAL CROWN COLA

EVOLUTION OF THE PRODUCT:-In 1933, Claude Hatcher, still president, died and H.R. Mott who had been with the

company for thirteen years took over as chief executive. One of the first tasks that Mott

undertook was the development of a new cola drink. Rufus Kamm, chief chemist,

developed the syrup for what was to be called Royal Crown Cola, named after Hatchers

original ginger ale.

12

During the dark days of the depression Royal Crown Cola, shortened by the consumer to

RC Cola was selling in the 12 ounce bottle for just 5c a bottle. In 1940, Mott moved to

Chairman of the Board and the title of President was passed to C.C. Colbert. For the

collector of Royal Crown cities bottles, two basic label variations are noted. The first

variation is the "pyramid" bottle, one of the most dynamic and colorful bottle labels. This

label was produced from the mid 1930's to the mid 1950's. All bottles contained 12

ounces and were either aqua or clear glass. The value range for cities collectors is from

$12.00 to $18.00.

The second group of bottles has the same red/yellow color combination but without the

pyramids. All of these bottles were produced from the early to late 1950's. The size range

was 8, 10, and 12 ounces, and only aqua glass color has been noted. The value range is

from $4.00 to

$8.00 to brand and cities collectors. Cobert retained the presidency until 1955 and

directed the company through a period of rapid growth. By the end of 1940, the

company's products were marketed in 47 states, and nationwide advertising campaigns

featured many of the Hollywood celebrities.

MARKETING PROGRAMS:-

From our well-trained marketing team to our unique merchandising programs, Royal

Crown Cola International's worldwide marketing efforts have been developed with two

goals—to establish and promote a global brand identity and to help our bottlers better

serve their customers.

RESEARCH AND DEVELOPMENT:-

A commitment to state-of-the-art research combined with some old-fashioned

Americaningenuity, has kept Royal Crown Cola International and our bottlers and

13

distributors on the cutting-edge of new products, packaging and testing. Our innovative

ingredients and unique formulations have helped Royal Crown Cola International remain

both competitive and at the forefront of changing consumer taste trends.

TECHNICAL SERVICES:-

At Royal Crown Cola International, product quality is our top priority. Whether we're

helping you build a new facility from the ground up or working to ensure that your

existing plant has the latest state-of-the-art technology, our team of manufacturing experts

is on call to assist you through the entire bottling process. In addition, our experienced

engineers, chemists and food technologists are available to help you safeguard the quality

of the finished product

Kingfisher Soda:The product line of Kingfisher IBF ltd. also comprises the Kingfisher’s soda which is

available in 300ml, 600ml and 2 liter quantities.

14

COMPETITORS VIEWS

Bislery:

Mineral bottled water in India under the name 'Bisleri' was first introduced in

Mumbai by Bisleri Ltd., a company of Italian origin in 1965. Mineral bottled water were

in glass bottles in two varieties- bubbly and still in 1965 This company was started by

Signor Felice  who first brought the idea of selling bottled water in India.  Parle bought

over Bisleri (India) Ltd. In 1969 and started bottling Mineral water in  glass bottles under

the brand name 'Bisleri'. Later 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 turn over has multiplied more than 20

times over a period of 10 years and the average growth rate has been around 40% over

this period. Presently it have 8 plants and 11 franchisees all over India. Bisleri command

a 60% market share of the organized market. 

Aquafina:

  The biggest and perhaps the only serious for the coca-cola worldwide has an

already been Pepsi. In India, as per as the Cola segment is concerned with the biggest

competition to coke comes from its brands of Pepsi viz. Pepsi , Mirinda and Aquafina.

Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola

just over a year ago to bolster its market share in India. Today, Thums-up along with

coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi,

which despite this stiff competition is still by far the single most popular Cola drink in

India.

15

Kinley:

             Coca-Cola was the leading soft drink brand in India until 1977 when it left rather

than reveals its formula to the government and reduces its equity stake as required under

the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign

companies in India. After a 16-year absence, Coca-Cola returned to India in 1993,

cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-

drink brands and bottling network. Coke’s Kinley, Limca, Maaza, Citra and Gold Spot

provided not only physical manufacturing, bottling, and distribution assets but also strong

consumer preference. This combination of local and global brands enabled Coca-Cola to

exploit the benefits of global branding and global trends in tastes while also tapping into

traditional domestic markets.

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Literature Review A THEORETICAL FRAME WORK OF CHANNEL OF DISTRIBUTION

Distribution is a very important component of Logistics & Supply chain management.

Distribution in supply chain management refers to the distribution of a good from one

business to another. It can be factory to supplier, supplier to retailer, or retailer to end

customer. It is defined as a chain of intermediaries; each passing the product down the

chain to the next organization, before it finally reaches the consumer or end-user. This

process is known as the 'distribution chain' or the 'channel.' Each of the elements in these

chains will have their own specific needs, which the producer must take into account,

along with those of the all-important end-user

Channel of distribution it also knows as marketing channel that create value of place

utility. “The distribution channel is the path traced in direct or indirect transfer of the

title of the product as it moves from the producer to ultimate consumer or industrial

users”

“Marketing channels are sets of interdependent organization involved in the process of

making a product or service available for use or consumption.”

The main objective of the marketing process is to distribute the products to the actual

users. This function involves a number of sub-functions to be performed by a producer or

manufacturer. These two functions are most important first, the creation of demand is

made through the process of advertising and sales promotion activities. On the other hand

the distribution through the channels of distribution. The decision relating to the channel

of distribution is a very important decision from the firm point of view because the

selected channels affect considerable other marketing decision. Such decisions are of long

term nature and exercise their impact on the cost structure of the firm also.

By channel distribution mean the intermediaries or the process through which the Goods

products are transferred from the producer to the ultimate users. Now a day any of the

producers possibly do not sell their goods directly to the final users. There are a lot of

intermediaries between producers and consumer, bearing a variety of name performing

various kinds of function. Some intermediaries like wholesalers and retailers buy and

resale taking the bill. They are known as merchant middle men and other are brokers,

representative sales agent who seeks or search for customers and negotiate on the behalf

of the producer but do not take of goods. These are called as middlemen.

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OBJECTIVE OF MARKETING CHANNEL

The manufacturer and its distributive outlets share common objective to sell the

manufactured products at a profit. No doubt its objective differs with the marketing

circumstance. Even though many variation of specific objective fits into some categories.

These are as follows:-

To built distribution network loyalty.

To stimulate distribution.

To develop managerial efficiency in distribution organization.

To identify the source of supply for the product line at the final buyers level.

To provide convince to customer in getting the product at right time & the right

place.

To achieve optimum distribution cost.

To give choice to selection to customer. Effective display and storage of goods.

To Motivate channel member for effective promotion and selling of product.

To ensure best possible coverage of the target market.

To maintain competitive advantage for the manufacturer.

To resolve the channel conflict successfully.

The channel of distribution is a structure which organized and presents a choice among

alternative channels of distribution of the different marketing situations faced by retailers,

whole sellers and producers within the structure. It may be considered as a series of

function which must be performed in order to make producers efficiency.

To bearing maximum profits of all institutions concerned a channel of distribution should

be treated as a unit of total system of action. The activities of the manufacturer need to be

coordinated with these middlemen used in the distribution of given product.

The important of middlemen in channel of distributional can be over emphasized.

It is that who-

The primary function of a distribution channel is to bridge the gap between

production and consumption

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Collects concentrates the output of various producers,

Subdivides these into lot desired by the customers gathers various items together

in the assortment wanted and

Disperses the assortment to consumer industrial buyers.

Buying at bulk quantity

Maintaining & carrying inventory

Provide Information from customer to manufacturer & from manufacturer to

customer.

Selling at small quantity.

Transporting from manufacturer to customer.

Provide finance...

Provide number of service.

A close study of the market is extremely essential. A sound marketing plan depends

upon thorough market study.

The distribution channel is also responsible for promoting the product. Awareness

regarding products and other offers should be created among the consumers.

Creating contacts or prospective buyers and maintaining liaison with existing ones.

Understanding the customer's needs and adjusting the offer accordingly.

Negotiate price and other offers related to the product as per the customer demand.

Storage and distribution of goods

Catering to the financial requirements for the smooth working of the distribution

chain.

Risk taking for example by stock holding

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FOUR LEVELS OF THE DISTRIBUTION CHANNEL

1) ZERO LEVEL

MANUFACTURE

CUSTOMER

There are no intermediaries involved; the manufacturer is selling directly to the

customer. This is called the ‘direct-marketing' channel. Examples of direct marketing

channel can be seen at factory outlet stores. Various hotels prefer direct-marketing,

they market their services directly to their customers without taking the help of any

retail intermediary.

2) ONE LEVEL-

MANUFACTURE

RETAILER

CUSTOMER

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Are examples of 'indirect-marketing' CHANNELS? In LEVEL ONE intermediary

or retailer is used. A Retailer sells goods/services directly to the end users. Retailer

buys products from manufacturers.

3) TWO LEVEL

MANUFACTURE

WHOLESALER

RETAILER

CUSTOMER

Along with retailer a second member is added to the distribution chain. He is the

wholesaler. A wholesaler buys and stores products in bulk from manufacturers. He sells

these products in smaller quantities to retailers.

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4) THREE LEVEL :

MANUFACTURE

DISTRIBUTOR

WHOLESALER

RETAILER

CUSTOMER

In this level one intermediary or retailer is used. A retailer sells goods/services directly to

the end users. Retailer buys products from wholesalers.

22

5) FOUR LEVEL:

MANUFACTURE

AGENT

DISTRIBUTOR

WHOLESALER

RETAILER

CUSTOMER

23

IN THIS LEVEL EXTRA AGENT IS ADDED OR APPOINTED

Role of wholesaler, retailer & outlets in distribution of goods

A) Role of Wholesaler :

Wholesaler acts as middlemen in the channel of distribution as he Buys goods in

large quantity from the manufacturer and sells these to retailers in small quantities.

His role in distribution of goods is discussed below:

I. Buying and assembling: A wholesaler forecasts the demand for goods and

assembles different varieties of goods from several manufacturers. Some wholesalers

also import goods from foreign countries.

II. Selling and dispersing: A wholesaler breaks the bulk so that retailers and users

can buy them in small lots. His representatives regularly call on retailers and

industrial users/buyers to distribute the goods among widely scattered people.

III. Transportation: A wholesaler arranges transportation of goods from producers

to his godowns and from there to retailers. Sometimes he has his own transport

arrangement for this purpose.

IV Storage: He holds large stocks and serves as a reservoir and supplies to retailers.

He helps in stabilizing prices by adjusting supply of goods to their demand.

V. Packing and grading: A wholesaler packs and repacks goods in convenient lots.

He sorts out goods in different grades. He also gives brand names to the products

packed and graded by Him.

VI. Advertising and sales promotion: A wholesaler performs advertising and sales

promotion activities to increase the sale of products. He also takes the services of

experts for this purpose.

VII. Financing: Sometimes the wholesaler buys goods on cash basis from

manufacturers and sells them on credit to retailers. In this way he provides financial

24

help both to the producers and retailers. If necessary, the wholesaler also provides

financial help by way of advance payment to producers.

VIII Risk-taking: A wholesaler bears risks of changes in demand and prices, bad

debts and damage to goods in the course of transportation and storage. By

undertaking various risks he simplifies the process of distribution.

B) Role of Retailers:

Retailers buy goods from wholesaler and sell them directly to consumers. Thus he acts as a

direct link between the wholesaler and consumers. His role in distribution of goods is

enumerated below:

I. Wide choice to consumers: The retailer anticipates needs of consumers. He

assembles goods from different sources and stocks different varieties of products.

Thus, he offers a wide choice to Consumers. They can buy according to their

purchasing power and requirements.

II. Availability of goods in small quantities and at convenient locations: A retailer

provides ready supply of goods so that consumers can buy conveniently and quickly

in small lots without

Any inconvenience of placing advance orders and waiting for supplies. By ensuring

uninterrupted and fresh supply of goods, he saves consumers from the botheration of

buying goods in bulk and storing them.

III. Home delivery: A retailer transports goods from wholesalers to ultimate

consumers. Some retailers provide free home delivery service to their consumers.

Thus they create place utility.

IV. Assurance of regular supply: He maintains adequate supply of goods so that

consumers are sure of getting regular supply at the time of their need.

V. Credit facility: Although retailers mostly sell goods for cash, they also supply

goods on credit to their regular customers.

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VI. Close interaction with customers: A retailer brings new products to the notice

of customers and educates them in their uses. A retailer thus, acts as a friend and

guide to his customers. Indeed his interaction with customers is of intimate personal

nature and thus he is able to provide feedback to wholesalers and manufacturers

about consumers' preferences

C) Role of specialized outlets:

A retailer is the final link in the distribution channel between a manufacturer and the

consumers. He is directly and continuously in touch with people of varied tastes and

preferences. Retailers may be divided into two categories, namely institutional and

non-institutional. The institutional retailers (retail outlets) include departmental

stores, multiple shops and mail order houses. Non-institutional retailers include the

floating population of street sellers, pedlars, and hawkers.

(a) Departmental Stores: A departmental Store is a big retail store with many

departments under one roof. It offers a wide range of products so as to suit different

consumer tastes and preferences. All the departments are centrally controlled but

each department forms a complete sales unit in itself.

(b) Multiple shops or chain stores: Manufacturers often use their own retail shops

for direct sale of their products to consumers. These retail shops are established as

multiple shops operating in the same city or different parts of the country. These

shops have identical product display. Bata India Ltd and DCM provide typical

examples of multiple shops system. In this type of retail selling manufacturers have

control over distribution channel and have first hand information regarding

customers' preferences.

(c) Mail-order business: These are retail outlets which sell goods by mail only. The

mail order house centrally procures products, advertises them and expect perspective

buyers to send offers/

Orders. The products are sent through value-payable post. Mail Order Sales Ltd,

Bombay, the seller of ‘Bull worker’ health aid, is a typical example of such mail

order business in India. It is through these retail outlets that manufacturers often by

pass the wholesalers in trade route or path.

26

Distribution strategy-

The channel members may handle different portions of the transaction, but they must

all agree on the end result that the product(s) will be placed in the market in the

manner desired by the producer or manufacturer, and that

Placement of the product(s) meets the contractual agreements of producer, retailer,

and everyone in-between.

Once a channel is selected, the distribution strategy can take three different forms.

They are listed as follows, from most restrictive to least restrictive—and remember,

in retail, the term “restrictive” does not automatically have a negative connotation.

A) Exclusive distribution:

Is thought of most frequently for high-dollar products such as luxury cars or Rolex

watches, but the fact is that even small-ticket items like toys are considered exclusive

when they are in high demand. In an exclusive distribution agreement, one retail

store or chain of stores has the legal right to market and sell the product line in a

geographic area.

Exclusive distribution is sometimes thing unique, that customers can’t get anywhere

else. This may also mean the retailer commits to not selling any products that are

going to compete with the line. In exchange.

The producer or manufacturer offers sales assistance, training, point-of purchase

materials, and other perks to the exclusive distributor. Such a distribution

arrangement can work toward the “exclusive” image of the product (because it’s

harder to get), the retailer (for having “the only Ones” available), and the

manufacturer (by implying that the company is interested in marketing “quality, not

quantity.”) In B2B commerce, exclusive distribution works well for extremely

specialized product lines, such as heavy equipment or high-tech products, ordered to

the customer’s specifications and budgeted for in advance of the purchase.

27

B) Selective distribution:

Means the retailers are carefully screened, and only a few are permitted to carry the

product line. As with exclusive distribution, part of the goal here is to enhance the

image of the product by making it harder (but certainly not impossible!) to obtain.

This allows the retailer to charge full price. The ladies’ clothing industry is full of

selective distribution agreements between designer labels and so-called “finer”

department stores. (The producers may have other, lower-priced merchandise lines to

sell to discounters; but the

C) Intensive distribution:

Is the closest thing to blanket coverage in retail, a “you can find it anywhere” theory

of marketing? Snack items, like candy and soft drinks, are great examples of

intensive distribution—their individual units prices are so low that thousands must be

sold to make a profit.ese are generally sold under separate, secondary brand names.)

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Types of Distribution Channels:

In distribution channel Two types of distribution channels exist: indirect and direct.

o Indirect Channel-

The indirect channel is used by companies who do not sell their goods directly to

consumers. Suppliers and manufacturers typically use indirect channels because they

exist early in the supply chain. Depending on the industry and product, direct

distribution channels have become more prevalent because of the Internet.

o Direct Channel-

A direct distribution channel is where a company sells its products direct to

consumers. While direct channels were not popular many years ago, the Internet has

greatly increased the use of direct channels. Additionally, companies needing to cut

costs may use direct channels to avoid middlemen markups on their products.

o Indirect Channel Methods-

Distributors, wholesalers and retailers are the primary indirect channels a company

may use when selling its products in the marketplace. Companies choose the indirect

channel best suited for their product to obtain the best market share; it also allows

them to focus on producing their goods.

o Direct Channel Methods-

Selling agents and Internet sales are two types of direct distribution channels. Selling

agents work for the company and market their products directly to consumers

through mail order, storefronts or other means. The Internet is an easy distribution

channel because of the global availability to consumers.

Choice of a channel of distribution

The factors to be considered before choosing a suitable channel of Distributions are

listed below:

1. Product considerations: The nature and type of product have an important

bearing on the choice of distribution channels. For examples, perishable goods need

speedy movements and hence shorter channel or route of distribution; for durable

29

goods, longer and diversified channels may be used; similarly, for technical products

requiring specialized selling and serving talents, the shortest channel should be used.

2. Market considerations: The nature and type of customers and size of market

are important considerations in the choice of a channel of distribution. For example,

if the market size is large,

There may be long channels, whereas in a small market direct selling may be

profitable. The nature and type of consumers include factors such as desire for credit,

preference for the stop

Shopping, demand for personal services, amount of time and effort the customer is

willing to spend. It also includes factors like age, income group, sex, and religion of

customers.

3. Company considerations: The nature, size and objectives of the business firm

also play an important role in the selection of distribution channel. It includes

financial resources, market standing, volume of production, desire for control of

channel, services provided by manufacturers', etc. For example a company with

substantial financial resources need not rely too much on the middlemen and can

afford to reduce the levels of distribution.

Similarly a company desiring to exercise greater control over channel will prefer a

shorter channel.

Importance of Distribution Channels

As noted, distribution channels often require the assistance of others in order for

the marketer to reach its target market. But why exactly does a company need others to

help with the distribution of their product? Wouldn’t a company that handles its own

distribution functions be in a better position to exercise control over product sales and

potentially earn higher profits? Also, doesn’t the Internet make it much easier to distribute

products thus lessening the need for others to be involved in selling a company’s product?

While on the surface it may seem to make sense for a company to operate its own

distribution channel (i.e., handling all aspects of distribution) there are many factors

preventing companies from doing so. While companies can do without the assistance of

30

certain channel members, for many marketers some level of channel partnership is

needed. For example, marketers who are successful without utilizing resellers to sell their

product (e.g., Dell Computers sells mostly through the Internet and not in retail stores)

may still need assistance with certain parts of the distribution process (e.g., Dell uses

parcel post shippers such as FedEx and UPS). In Dell’s case creating their own

transportation system makes little sense given how large such a system would need to be

in order to service Dell’s customer base. Thus, by using shipping companies Dell is

taking advantage of the benefits these services offer to Dell and to Dell’s customers.

Distribution Intensity

There are three broad options - intensive, selective and exclusive distribution:

Intensive distribution aims to provide saturation coverage of the market by using all

available outlets. For many products, total sales are directly linked to the number of

outlets used (e.g. cigarettes, beer). Intensive distribution is usually required where

customers have a range of acceptable brands to chose from. In other words, if one brand

is not available, a customer will simply choose another.

Selective distribution involves a producer using a limited number of outlets in a

geographical area to sell products. An advantage of this approach is that the producer can

choose the most appropriate or best-performing outlets and focus effort (e.g. training) on

them. Selective distribution works best when consumers are prepared to "shop around" -

in other words - they have a preference for a particular brand or price and will search out

the outlets that supply.

Exclusive distribution is an extreme form of selective distribution in which only one

wholesaler, retailer or distributor is used in a specific geographical area.

Functions of an intermediary

Deciding whether to use an intermediary in the distribution channel depends on many

factors, but essentially it involves determining whether the needs of the consumer can

successfully be met by the available resources and skills of the producer. The three basic

functions performed by an intermediary in the distribution channel are:

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1. Transactional: This function involves adding value to the distribution channel by

bringing in the intermediary's resources to establish market linkages and customer

contacts. The intermediary either directly undertakes the marketing and sales

function or helps to establish buyer-seller relationships by serving as a link

between the manufacturer and the retailer.

2. Logistical: This function involves the physical distribution of goods. It involves

sorting and storing supplies at locations within the reach of the end customer. It

also breaks up the bulk production of the manufacturer into smaller portions and

may include the transportation of smaller shipments to intermediaries or retailers

further down the channel of distribution.

3. Facilitating: Although often confused with logistics, the facilitating functions of

intermediaries supplement the entire marketing flow of the product and are

separate from logistics. The facilitating functions include financially supporting

the marketing chain by investing in storage capabilities. They may include

facilitating sales by helping the consumer buy even when he or she does not have

cash (through financing plans, purchase agreements, etc.).

Together, these functions performed by the intermediary ensure market coverage,

reduce the cost of market coverage, increase the availability of cash flow in the

distribution channel, and increase end-user convenience. A producer can bypass an

intermediary by elimination or substitution, but the tasks performed by the intermediary

cannot be eliminated.

ADVANTAGES OF AN INTERMEDIARY:

The advantages of using intermediaries stem from the core economics of supply-chain

management: market coverage, customer contacts, lower costs, systematic cash flow, etc.

The intermediary adds value to the marketing of the product by bringing in specialization,

marketing knowledge, capacity to segment the market, and selling skills that allow the

marketer to implement marketing strategies effectively. 

Intermediaries providing logistic support increase convenience to both the producer and

the consumer by offering effective delivery and pre- and post-purchase customer service

as well as facilitating manufacturer services, making them indispensable to most mid- and

small-scale producer.

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Distribution augmentation, Organization Data and Marketing

Inputs:

1. EXISTING DISTRIBUTION SYSTEM.

i. Distribution network

We have 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 generated its primary sales. We have 1600

Distributors that are scattered all over India.

Pune is divided into 6 zones. In each zone, whole city is covered. In each zone at least

one distributor is present. Zone wise distributors are given below (Each zone name

signifies one distributor)

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Pune

Market Yard

Bavdhan

Dhankawadi

Pune Station

Waraje

Aundh

Pune City:- In Pune 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 to surrounding areas. We

have different distributors for different routes.

Sales Department:-

We have following sales staff in Maharashtra sales team:

Sales Manager - One

Area Sales Manager - One

Sales Officers - Ten

Kingfisher’s Sales department along with the names and duties of each staff

member is given below-

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35

ChairmanUmesh Mallya

CEOKishor Agrawal

GMAshok Wartak

Regional Sales ManagerMangesh Arnalkar

Area Sales ManagerPradip Patil

Sales Officer

Sales Officer

Sales Officer

RESEARCH METHODOLOGY

  The word ‘research’ from the Latin word means ‘to know’. It is a systematic and

a replicable process that identifies and defines problems, within specified boundaries. It

employs well-designed method to contribute to generalized knowledge. 

Definition of Research:-    

According to Clifford Woody,” Research comprises of defining and redefining

problems, formulating hypothesis or suggested solutions, 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 scientific and systematic search for pertinent    information on a

topic. Research is a “systematized effort to gain new knowledge”. 

 

 Definition of Methodology 

“Methodology is the analysis of principle of methods, rules and postulates

employed by a discipline”

Types of research

There are generally three types of research.

1. Exploratory research

The objective of exploratory research is to explore through problem to provide

insight and understanding. The secondary data method is used.

2. Descriptive research

It requires planned and structured design. Experimentation is the main method of

casual research. 

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RESEARCH DESIGN:

A research design is the logical and systematic planning and directing of piece of

research. It attempts to integrate various aspects of the research study. It brings the

various phases of research under the control of the researcher. The design also takes in

account the availability of time, energy and other resources at disposal. The word design

suggests a research plan or design in purposive. It also brings out the interrelationship

between all these phases and highlights the implication of every step with reference to the

previous as well as further steps in study. It thus helps the researcher to better appreciate

the study in its totality.

1. Research approach – Survey

2. Data source – Primary & Secondary

3. Research instrument – Questionnaire

4. Sampling plan

5.Data analysis

 Sample unit: - FMCG Industry:

Research methodology used to complete this project is given point wise

as follows:

o Identification of the subject/ problem to be studied

o Defining the objectives to be achieved while studying

o Collection of the necessary relevant data from various primary &

secondary sources of data.

o Data processing which includes classification and tabulation of data

o Preparing the observations & findings in the basis of the data collected.

o Arriving at a conclusion

o Based on the findings and observations, recommending an amicable

solution to the problem observed.

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Data Analysis

Data analysis was done mainly from the data collected through the retailers. The

data Collected from secondary sources is also used to analyze on one particular

parameter.

Qualitative analysis was done on the data collected from the primary as well as

secondary source.   

DATA COLLECTION METHODS: 

              The data collection for research work is one of the crucial ventures to be done. In

order, to come out with the strength and weakness of the market by the way of data in

terms of - communication and observation.

               In order to reach some accurate and reliable conclusion, we require some set of

information. This information’s are nothing but the systematically processed and relevant

ideas. So, in other words we can say that, “Information Is out Come of Processed Data.”

There are mainly two types of data:-

1. Primary data

2. Secondary data

PRIMARY DATA:

                   It is collected to solve a problem or take the advantage of the opportunity on

which decision is pending. In this project the primary data is collected through a survey

and well designed questionnaire. It is of close ended questions of multiple

choices.                                                         

SECONDRY DATA:

These are the existing data, collected from known sources like:

Publications (reports, organs, manual, journals etc.)

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Website

Company records

SAMPLING PLANNING:

                It is a framework laid down by the researcher to obtain data from every unit/

representative portion of the population to be used. It is the approach, where only a few

units of population under the study is considered for analysis is called ‘sampling method’ 

The two aspects that have been taken into consideration of doing the study:- 

I. Population/ universe of the research defined as :-

‘Retail outlets of Pune’. 

II. Sampling frame or the research is developed as: –

{A} Sampling unit (who is to be surveyed) - Retail outlets with Kingfishers’

product.            

{B} Sample size (how many are to be surveyed) - 100

{C} Sampling design (how are they selected) - Random probability.

{D} Sampling media (how are they reached) - Questioning the respondent.

39

DATA ANALYSIS AND INTERPRETATION

Field Work:

A) For Retailers Response:

1. Which Packaged Drinking Water does Retailer keeps at your store?

Chart 1: Percentages showing Retailers’ Response:

40

Companies No. of Clients % No. of customers

Bislery 38 38

Kinley 10 10

Aquafina 23 23

Oxyrich 6 6

Baily 6 6

Kingfisher 9 9

Others 8 8

Interpretation: Most of retailer, Intern surveyed were using Bislery, about 38% of customer were

using service of Bislery, 23% of retailers were using Service of Aquafina, 10% were

using Kinley , 6% each were using Baily, Oxyrich and 9% of retailers were using

Kingfisher’s PDW. From above analysis, we can say that Bislery is most preferable brand

of the customers in the market of Pune.

2. Are retailers satisfied with distribution facility of Kingfisher’s Packaged Drinking

water?

41

Companies No. of Clients % No. of customers

Highly Satisfied 8 8

Satisfied 13 13

Neutral 19 19

Dissatisfied 38 38

Strongly Dissatisfied 22 22

Chart 2: Percentages showing Retailers’ Response towards distribute

Interpretation:

It is clear from data collected and results found that most of respondents (38%)

were having opinion that the distribution system of kingfisher IBF ltd is bad for packaged

drinking water, Whereas 13% of respondents opine that they were just in need, that’s why

they opted Kingfisher’s packaged drinking water, 8% customers told that better service

was the reason for choosing kingfisher’s packaged drinking water. Since as a good brand

name, company have improper distribution system, 19% respondents opine that they were

neutral to distribution system of Kingfisher’s packaged drinking water.

3. Are retailers satisfied with quotation of PDW, Credit facility,

packaging of Kingfisher’s Packaged Drinking water?

42

Satisfaction view No of customers Total Retailers

satisfaction level in %

Highly Satisfied 13 13

Satisfied 23 23

Neutral 16 16

Dissatisfied 29 29

Strongly Dissatisfied 19 19

Interpretation :

43

It is clear from data collected and results found that most of respondents (29%)

were having opinion that the packaging, credit facility and pricing of PDW of kingfisher

IBF ltd is not good in Pune city, Whereas 23% of respondents opine that they were just in

need, that’s why they opted Kingfisher’s packaged drinking water, 13% customers told

that better service was the reason for choosing kingfisher’s packaged drinking water.

Since the competitors of Kingfisher’s PDW have great impact in Pune retailers

market by various schemes, labeling and packaging of bottles, and site offered to retailer,

etc, the retailers in Pune city are overall dissatisfied with PDW of kingfisher IBF ltd.

A) For Ditributors’Response:

1. Are distributors satisfied with the profit margin given by the

company?

Chart 4: Percentage showing distributor’s satisfaction with Profit margin:

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Satisfied In Percentage

Yes 47

No 53

Interpretation:

Most of distributors, Intern surveyed, were unsatisfied with profit margin offered

by the Kingfisher IBF ltd, because, they are viewed that the daily expenses of dispatching

of the good are more than the normal expenses. They are giving the example of rival

companies like Pepsi, Coca Cola, Bislery etc .From above analysis, we can say that the

distributors of Kingfisher’s packaged drinking water, soda are unsatisfied with the profit

margin offered by the company.

5. Are you satisfied with the current supply facility of company?

45

05

1015202530354045

% RESPONDENTS

Excellent Verygood

Good Average Poor

RESPONSE

RANKING OF CUSTOMER SERVICE

Excellent

Very good

Good

Average

Poor

Interpretation:

When asked the reason for switching on Kingfisher’s packaged drinking water and soda

to the distributors, most of them told that they faced lot of problem when they were

giving order to the company; also there is problem of credit facility offering by the

company. These entire problem are more strengthen then the rivals part’s problem. And

hence, the distributors of kingfisher’s packaged drinking water and soda are unsatisfied

towards the company offering to them.

FINDINGS

46

By making the overall analysis of data, intern finds that most of PDW’s consumer uses

Bislery because it is most branded and trustworthy.

Kingfisher has good supply chain, and availability of staff and team.

Competitor are Providing credit period to retailer and kingfisher is not

providing the credit period.

As competitors give the SGA Coolers to retailer, so retailer prefer those company.

Effective schemes are given to the retailers, which helps them to increase the

sales.

Kingfishers PDW Packaging is not at all attractive as compare to its competitors.

The bottle gets damage very easily; due to which company has to suffer huge

losses while transportation of bottles.

Service is not available at the right time, due to which customers can divert to the

competitors product.

SUGGESTION

47

Following Recommendations and suggestion are applicable on the basis

of given Project: After sale services should be improved.

Regular visit should be maintained for proper supply.

Increase no. of distributors.

More schemes should be launched by the company and organization.

One week credit facility or one bill due system should be introduced.

Sales promotion tools such as key chains, pens, banners, racks, note pads,

stickers should be given to the retailers.

Counters outside hospitals, cinema halls, at bus stands & at the tourists areas

should be given special consideration.

Packaging should be standardized & made attractive.

More experienced candidates should be appointed as sales officers. Catering

service providers should be taken care of.

We should focus on the costumer more than the retailer for that local

advertisement would help us more like in local newspaper and magazines.

We suggest you to organize some small camps like medical camps or some

awareness camps to explain rural people that “KINGFISHER” is also a health caring stuff

with mineral water under their belt.

LIMITATIONS OF STUDY

48

The survey was limited for Pune region only.

Random samplings of retailers were selected under the market survey.

Due to the restricted time frame the sample size was small. Bigger sample size

would have made few aspects more clear.

The information gathered was based on customers’ response to questionnaire.

Even then a genuine attempt has been made to get correct data from them.

Sales accounts for distributor as well as retailers are comprises over the counter

sale.

While interviewing, the respondents to each question was not possible for few

retailers, hotel’s manager, so it is not possible to get perfect perception of

interviewer.

Afternoon time is only the time when retailers entertain, for rest of the time is

considered as rush hours; so intern can target maximum of 7-8 retailers per day.

The study was limited carried out in Pune and its vicinity with sample size of 100

respondents.

Time was a constraint in study as only 50 day allotted.

CONCLUSTION

49

While concluding this, intern agrees with sales promotion activities help to

increase the sales of the company.

Kingfisher is carrying out different sales promotion activities like, special

schemes to delight the customers, promotion though providing retailer POP etc and they

are getting positive response in their sales promotions activities. But these activities are

not carrying for packaged drinking water, like rival part is doing.

Kingfisher packaged drinking water is not present all over India, so company can

easily go for other states in order to tap the large unrepresented market.

Kingfisher is not directly involved in production of packaged drinking water and

soda, its franchisee companies are doing the same and using the Kingfisher’s logo. So due

to money they are not able to promote the product all over India as others are doing.

Manufacturing is also not centralizing. Therefore they are not able to maintain the

same quality in terms of water taste as well as bottle quality.

From these studies it was found that there is an increase in sale. But they need to

do hard work to become market leader.

Kingfisher’s packaged drinking water and soda clients and customers as well as

channel partners i.e. distributors and retailers are not fully satisfied with all the facilities

that provided by the company, except the brand name which is blinking in the mind of the

prospects.

ANNEXURE

50

QUESTIONAIRE FOR RETAILERS

Outlet Name…………………………………………………………………………….......

Retailer’s Name……………………………………………………………………………..

Year of Establishment………………....................................................................................

Address……………………………………………………………………………………...

………………………………………………………………………………………………

Contact Number: ……………….……………….

1. Which Packaged Drinking Water do you keep at your store?

Bisleri Kinley Aquafina Foster

Oxyrich Baily Kingfisher others

2. What do you think about the demand of Kingfisher’s Packaged Drinking Water at your

retail shop?

Very good Good Fair Poor

3. Are you satisfied with the margin offered by Kingfisher’s Packaged Drinking Water?

Highly Satisfied Satisfied Neutral

Dissatisfied Strongly Dissatisfied

4. What do you think about the Pricing of Kingfisher’s Packaged Drinking Water?

Higher than others

Similar to others

Lower than others

5. After purchase order, How many days it takes to reach the product at your store?

51

Same Day Next Day Day after next Day

Not sure

6. Are you satisfied with delivery facility of Kingfisher’s Packaged Drinking water?

Highly Satisfied Satisfied Neutral

Dissatisfied Strongly Dissatisfied

Please Give Reasons………………………………………………………………………...

………………………………………………………………………………………………

……………………………………………………………………………………………....

7. What do you think about the packaging of Kingfisher’s Packaged Drinking Water?

Excellent Very good Good Fair Poor

8. How do you push Kingfisher’s Packaged Drinking Water to Customer?

Customer ask for the same

You give them Kingfisher’s Packaged Drinking Water Directly

You ask them to take Kingfisher’s Packaged Drinking water.

9. A) Have you got any complain from your customer regarding Kingfisher’s Packaged

Drinking Water?

Yes No

9. B) If ‘Yes’ then choose the reason-

Regarding Labeling

Regarding Capping of Bottle

Regarding Taste

Regarding Price per Bottle

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10. Are you satisfied with the replacement policy of Kingfisher’s Packaged Drinking

Water?

Highly Satisfied Satisfied Neutral

Dissatisfied Strongly Dissatisfied

11. How frequently company’s Salesmen visit your shop?

Everyday

Every alternate day

Weekly

Not confirm

12. How do you place order to you Distributor?

Through Salesman

Through Phone

Through Distributor’s Agents

13. How do you pay to your Distributor?

Cash against Delivery

Post dated Cheque

Bill to Bill

On credit

Retailer’s Signature with Seal.

………………………………

Thanking You

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QUESTIONAIRE FOR DISTRIBUTORS

Distributor’s Name………………………………………………………………………….

Owner’s Name……………………………………………....................................................

Year of Establishment............................................................................................................

Address……………………………………………………………………………………

………………………………………………………………………………………………

Contact Number: ……………………………

1. A) For how many years you are in this business?

0-1 years 1-2 years 2-3 years 3-4 years

B) Do you have any other business?

Yes No

2. Do you get delivery of good at your door by the company on right time?

Regular on time

Some time delayed

Always delayed

3. Are you satisfied with the profit margin given by the company?

Highly Satisfied Satisfied Neutral

Dissatisfied Strongly Dissatisfied

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4. When do you make payment to the company?

At the time of delivery

After 2 to 5 days

After 7 days

After 15 days

5. Do you have any support from the company salesmen in selling of Product?

Yes No

6. Are you satisfied with the current supply facility of company with regards to final

delivery?

Highly Satisfied Satisfied Neutral

Dissatisfied Strongly Dissatisfied

Please Give Reasons………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………………

7. At what rate company gives you return (compensation) for damages?

100% 80% 60% 40 % Not given

8. A) Do you have distributorship of any other brand?

Yes No

B) If ‘Yes’ then, Please, Give reason- ..................................................................................

................................................................................................................................................

................................................................................................................................................

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9. Do you get any banners, posters, boards or any means of Advertisement facility by

company?

Sometimes Regular Never

10. Which factor most affects you to take/Keep distributorship of Kingfisher’s Packaged

Drinking Water/ Soda?

Profit Margin Regular Supply High Demand

Brand Image Others

11. What do you think about the packaging, capping and labelling of kingfisher’s Package

Drinking Water/Soda?

Excellent Very good Good Fair Poor

Distributor’s Signature with Seal.

………………………………….

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BIBLIOGRAPHY

Saxena Rajan, Marketing Management, Third Edition, Published by

The McGraw Hill companies, New Delhi, 2009.

Kotlar Philip, Marketing Management, Twelfth Edition, Published by

Prentice Hall India ltd, New Delhi, 2010.

Sherlekar Vikas, Marketing Management, Third Edition, Published

by Himalaya Publication, Mumbai 2008.

IIPM’s 4P’s of Marketing Magazine, Mumbai, June, 2011.

WEB SITES

http://www.kingfisherworld.com

http://www.recolainternational.com

http://www.brupt.com

http://www.marketingresearch.com/waterindustry

http://www.imrbindia.com

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