A
Summer Training Report
On
“STUDY OF BRAND AWARENESS OF COOL PACKAGED
DRINKING WATER”
(Submitted in partial fulfillment for the Award of degree of)
Master of Business Administration
Submitted To: - Submitted By:-
Mr. Yash Saini Jogender Yadav
M.B.A. Dept MBA IIIrd Sem.
2009-2011
Laxmi Devi Institute of Engineering & Technology,Alwar
Rajasthan Technical University
Kota
i
Acknowledgement
I express my sincere thanks to my project guide Mrs. Yash Saini,Faculty of our M.B.A.
Department for guiding me right form the inception till the successful completion of the
project. I sincerely acknowledge her for extending their valuable guidance, support for
literature, critical reviews of project and the report and above all the moral support she had
provided to me with all stages of this project.
I would also like to thank the supporting staff of MBA Department, for their help and
cooperation throughout my project.
Jogender Yadav
ii
PREFACE
Marketing activities can be regarded as lifeblood of all business concern. In order to
enhance the performance of marketing department and overall success of a business concern,
study of consumer behavior and their satisfaction, sales and distribution channels, advertisement
and competitive advantages. The performance of a company very much depends on marketing
department. These activities are very much important for an organization
.
No study can be termed complete if there is no practical experience. Hence need
for training has become a real necessity. Practical exposure no doubt has contributed a
significant amount of knowledge to me along with real life experience & was an ideal
combination of academic knowledge & practical experience.
KINGFISHER Is infects a very ideal location to gain practical experience. The experience
gained in short duration, I am sure will go a long way in all my future endeavors.
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DECLARATION
I, Jogender Yadav Student of M.B.A. IIIrd Sem., L.I.E.T. Alwar (Rajasthan) hereby
declare that all the information facts and figures produced in this report is based on my own
experience and study during my open market research in analyzing the “STUDY OF BRAND
AWARENESS OF COOL PACKAGED DRINKING WATER.”
I further declare that all the information and facts furnished in this project
report are based on my intensive research findings. They are first hand and
original in nature.
Jogender Yadav
Student of M.B.A. –IIIrd Sem.
iv
Executive Summary
OBJECTIVE OF THE STUDY
1) To find out brand awareness of Cool Packaged Drinking Water in
Bangalore City.
2) To find out sales performance in market.
3) To analyze retailer perception towards COOL packaged Drinking water.
4) To compare the performance COOL packaged drinking water with other brands.
RESEARCH METHODOLOGY
Survey method of research was used for this project and the primary data are taken in to
consideration for the source of this project entitled ‘ A study of brand awareness towards cool
packaged drinking water’
The other information used in the study has been collected from the annual reports and various
sources of research.
SAMPLING PLAN
A sample is a portion of subset of a large population. In marketing research and a complete
group of people or entities showing same common set of characteristics, the group from which a
sample is taken is known as population.
For the study non-probabilistic sample has been employed. The sample was chosen on the
basis of convenience that the data are collected from the people who are conveniently available.
PLAN OF ANALYSIS
The analysis of the obtained data through the field work is intended to be analyzed through the
means of statistical tools like bar chart etc.
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The major findings of the study are:
The customers and retailers are not well aware of cool packaged drinking water.
Out of the 50 retailers, only 5 retailers are selling COOL and 10 retailers aware of it.
Most of the retailers and customers are aware of branded drinking water like Aquafina,
Bisleri, Kinley, etc., this is due to their excellent distributional channels and promotional
activities.
Customers prefer only the product with high brand image and quality.
Customers do demand for particular brands retails outlet.
The major suggestions of the study are:
Creating an effective distributional channel to cover most of the areas on suppliers
should visit the retail outlets regularly.
The advertisement and sales promotion activities should increase to create more
popularity and brand image like:-
Advertising through media.
Selecting one of the leading cinema personalities as the Brand ambassador.
Placing huge cut-outs where the people crowd is more like Railway stations, Bus
stands, etc.
Sponsoring for some events such as sports organization, clubs, competitions,etc.
Placing caution boards on gates.
Company should increase the profit margin of retailers to encourage them to sell the
product.
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CONTENTS
Title Page i
Certificate
Acknowledgement ii
Preface iii
Declaration iv
Executive Summary v
CHAPTER 1 8
1.1 General Introduction
1.2 Theoretical Background of the study
1.3 Industrial Background of the study
CHAPTER 2 RESEARCH DESIGN 13
2.1 Statement of the Problem
2.2 Review of Literature
2.3 Objective of the Study
2.4 Operational Definition of Concepts
2.5 Research Design of the Study
2.6 Source of Data
2.7 Sampling Plan
2.8 Data Collection Instruments
2.9 Organization of Field Work
2.10 Data Processing and Analysis Plan
2.11 Limitations of the Study
CHAPTER 3 PROFILE OF THE INDUSTRY & COMPANY 17
3.1 Origin of the Organization
3.2 Vision and Mission Statement
3.3 Division Of the Company
3.4 Organizational Structure
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 23
4.1 Profile of the Respondents
4.2 Consumer Profile
4.3 Retailer Profile
CHAPTER 5 FINDING SUGESSTIONS & CONCLUSIONS 27
Summary of Findings
Recommendations and Suggestions
Conclusions
APPENDIX 65
Bibliography
Annexure
vii
