Final Nestle
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A PROJECT MADE BY ––– “SHOAIB –UR– REHMAN” MARKETING 06{MORNING} “ZAHID RASHEED”
MAKETING 08{MORNING}
Competitor analysis
TABLE OF CONTENTS GATHERED INFORMATION ON: CLASSIC TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
4 5 6 6 7
AURA TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
8 9 10 10 11
SPIRAL TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
12 13 14 14 15
DEW DROP TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
16 17 18 18 19
ASKARI TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
20 21 22 22 23
SPARKLET TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
24 25 26 26 27
AQUA SAFE TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
28 29 30 30 31
RESEARCH’S REMARKS
32
2
Competitor analysis
TO
3
Competitor analysis
CLASSIC PURE & NATURAL WATER
4
Competitor analysis C L A S S I C: Classic General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Prices of Bottles
79Rs.
Total Market share
5–7%
Manufacturing Questions: Water Plant is situated at:
LAHORE INDUSTRIAL AREA GULBERG
Type of system for purification of water
REVERSE OSMOSSIS; OZONATED STERLIZED
Bottle manufacturing plant
NO
Buying bottles from
LOCAL
Expiry limit of Bottles
9 MONTHS
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
LOCAL
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
8
Schedule of delivery vans Number of persons in sales team
MORNING 9:00 AM UPTO EVENING 9:00 PM FULL WEAK 10
Vehicles for delivery
MAZDA; SHAZOR; LOADER VAN; XING CHI
Criterion of area coverage
AREA STORMING
Strategy of working in field
COMMERCIAL CALLS; RESIDENTIAL CALLS;
Average sale per day per vehicle
100 BOTTLES PER VEHICLE (19 LITTER BOTTLE)
Total average sale per day
ABOUT 700 – 800 BOTTLES (19 LITTER BOTTLE)
Current promotional activities
DOOR TO DOOR SELLING & AWARNESS
Separate event department
NO
Activities for new customer acquisition
Terms &condition expected from credit customers
DOOR TO DOOR; VEHICLE ADVERTISING; PROMOTIONAL SCHEMES; COMMERCIAL CALLS BEST CUSTOMER SERVICE; BEST DELIVERY SERVICE HOT & COLD ELECTRIC DISPENSER; TAP STAND; CERAMIC DISPENSER HEAVY USER AND PAY MONTHLY BILLS REGULARLY
Conditions for free chillers
30 BOTTLES
Rank of product with respect to customer awareness (1,2,3) Additional benefits offered
2
Commitments made with customers Types of dispenser
BETTER SERVICE; EMERGENCY HANDLING; ON-CALL DELIVERY free sampling is done N/A Name your top five companies in this industry NESTLE; CLASSIS; ASKARI; AQUA SAFE; AIVA System of target setting, target achievement and rewards for TARGETS ARE ASSIGNED TO SALESMAN AS PER achieving them. ROUTE AND BOUNUSES ARE GIVEN FOR ACHIEVING THOSE TARGETS. Supplement Information:
5
Competitor analysis Board of Directors: KAMRAN AMIR AWAN HUMAYUN NABI JAN Group/Party:
Offices: LAHORE, KARACHI, MULTAN, SIALKOT, GUJRANWALA, FAISALABAD, Water shops:
Name of interviewee: ADNAN MAHMOOD DIRECTOR 5756337 Telephone No.: Sales department hierarchy:
MANAGER SALES SALES EXECUTIVE
SALES EXECUTIVE
SALES EXECUTIVE
SALESMAN
SALESMAN
SALESMAN
LOADERS DRIVERS
6
Competitor analysis
SNAPS:
CLASSIC WATER SHOP
VEHICLE
7
Competitor analysis
AURA WATER FOR LIFE
8
Competitor analysis A U R A: AURA General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
11 LITERS & 20 LITERS
Price of Bottle
RS. 30/- & RS. 65/-
Total Market share Manufacturing Questions: Water Plant is situated at: Type of system for purification of water
MULTAN ROAD
Bottle manufacturing plant
FILTERATION THROUGH REVERSE OSMOSIS PROCESS + ULTRA VIOLET RAYS SYSTEM NO
Buying bottles from
LOCAL
Expiry limit of Bottles
3 MONTHS
Method of filling water in Bottles
MANUAL
Method of washing bottles
MANUAL
Kind of seal they are using for Bottles
IMPORTED
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
3 VANS
Schedule of delivery vans
EACH AREA IS COVERED ON ITS DECIDED DAY.
Number of persons in sales team
6 PERSONS
Vehicles for delivery
PICKUP; MOTORCYCLES; HAND CARRY
Criterion of area coverage
AS PER DECIDED ROUTE.
Strategy of working in field Average sale per day per vehicle
COMMERCIAL CALLS; RESIDENTIAL CALLS; DEPENDS ON CUSTOMER CALLS 2200 LITERS
Total average sale per day
3500 LITERS
Current promotional activities
HAND BILLS; DISCOUNT VOUCHERS; BILL BOARDS; CABLE ADVERTISMENT; NEWSPAPERS NO
Separate event department Activities for new customer acquisition Commitments made with customers Types of dispenser Terms &condition expected from credit customers Conditions for free chillers System for purification of water Rank of product with respect to customer awareness (1,2,3) Additional benefits offered
PROMOTIONAL ACTIVITIES; VEHICLE ADVERTISING; COMMERCIAL CALLS TIMELY DELIVERY; BEST CUSTOMER SERVICE TAP-STAND; HOT & COLD ELECTRIC; THREE IN ONE (HOT & COLD + REFRIGERATOR) MOSTLY WEEKLY BASIS CREDITS OFFERD ONLY TO CORPORATE CUSTOMERS; AVERAGE 30 LITERS DAILY. 1
OFFERING 11 LITER BOTTLE WITH SECURITY OF RS.100/- AND COST RS. 30/- MAKES CHEAPEST IN MARKET. Free sampling is done AT SPECIAL OCCASIONS Name your top five companies in this industry NESTLE; AURA; SPIRAL; CLASSIC; AQUA SAFE. System of target setting, target achievement and rewards for MONTHLY TARGETS ARE ASSIGNED TO EACH
9
Competitor analysis achieving them.
SALESMAN AND ON ACHIEVING THOSE; THEY ARE AWARDED WITH MONETARY BONUS.
Supplement Information: Board of Directors: KHALID MAHMOOD Group/Party: Offices: THREE OFFICES IN LAHORE Water shops: Name of interviewee: YASIR HAYAT MARKETING & SALES MANAGER 042-7448995 Telephone No.: Sales department hierarchy:
MKT. & SALES MANAGER
SALESMAN
SALESMAN
LOADERS DRIVERS
10
SALESMAN
Competitor analysis
SNAPS:
AURA WATER SHOP
VEHICLE
11
Competitor analysis
SPIRAL ZINDAGI LAGAY NAI SI
12
Competitor analysis S P I R A L: SPIRAL General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 90/-
Total Market share Manufacturing Questions: Water Plant is situated at:
KOT LAKPAT INDUSTRIAL AREA
Type of system for purification of water
REVRSE OSMOSIS; ULTRA VIOLET RAYS SYSTEM
Bottle manufacturing plant
NO
Buying bottles form
LOCAL
Expiry limit of Bottles Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
LOCAL
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
8
Schedule of delivery vans
DEPENDS UPON AREA OF DELIVERY
Number of persons in sales team
15
Vehicles for delivery
SHEZOR; SMALL PICKUP
Criterion of area coverage Strategy of working in field
COMMERCIAL CALLS; RESIDENTIAL CALLS
Average sale per day per vehicle Total average sale per day Current promotional activities
NO PROMOTIONAL ACTIVITIES
Separate event department
NO
Activities for new customer acquisition
DOOR TO DOOR ACTIVITIES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST DELIVERY SERVICE
Commitments made with customers Types of dispenser
DESKTOP 6500; BO 7000(HOT & COLD); G3 9000(HOT & COLD);
Terms &condition expected from credit customers Conditions for free chillers System for purification of water REVERSE OSMOSIS + UV Rank of product with respect to customer awareness 1 (1,2,3) Additional benefits offered QUALITY OF WATER AND BEST SERVICE free sampling is done AT SPECIAL OCCASIONS Name your top five companies in this industry NESTLE; AQUA SAFE; ASKARI; SPARKLET; System of target setting, target achievement and rewards for achieving them.
13
Competitor analysis Supplement Information: Board of Directors:
Group/Party: Offices:
Water shops: Name of interviewee:
Telephone No.: Sales department hierarchy:
AREA MANAGER
ACCOUNT PROMOTION OFFICER
ACCOUNT PROMOTION OFFICER
SALES MEN
LOADERS DRIVERS
14
ACCOUNT PROMOTION OFFICER
Competitor analysis
SNAPS:
SPIRAL WATER SHOP
VEHICLE
15
Competitor analysis
DEW DROP PUREST FORM OF WATER
16
Competitor analysis
D E W D R O P: DEW DROP General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 80/-
Total Market share
15 – 20 %
Manufacturing Questions: Water Plant is situated at:
ISLAMABAD INDUSTRIAL AREA
Type of system for purification of water
REVERSE OSMOSIS SYSTEM
Bottle manufacturing plant
NO
Buying bottles form
LOCAL: KARACHI
Expiry limit of Bottles
6 MONTHS
Method of filling water in Bottles
MANUAL
Method of washing bottles
MANUAL
Kind of seal they are using for Bottles
LOCAL
Minerals in water
ARTIFICIAL MINERALS
Delivery Questions: Number of delivery Vans
4
Schedule of delivery vans
WEEKLY BASIS + SPECIAL DELIVERY
Number of persons in sales team
5
Vehicles for delivery
2 SUZUKI PICK UP; 1 TOYOTA HILUX; 1 SHEHZOR
Criterion of area coverage
N/A
Strategy of working in field Average sale per day per vehicle
COMMERCIAL CALLS; RESIDENTIAL CALLS; DEPENDS ON CUSTOMER CALLS N/A
Total average sale per day
N/A
Current promotional activities
Types of dispenser
CURRENTLY NO .BUT HAS DONE ON BASANT, LAHORE CHAMBER ELECTION, POLO MATCHES. YES; BASANT; LAHORE CHAMBER ELECTION; POLE MATCHES DOOR TO DOOR ACTIVITES; PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST CUSTOMER SERVICE; BEST DELIVERY SERVICE HOT & COLD DISPENSER; CERAMICS; STAND & TAP
Terms &condition expected from credit customers
MINIMUNM 15 DAYS CREIT
Conditions for free chillers
25 BOTTLES WEEKLY
Separate event department Activities for new customer acquisition Commitments made with customers
System for purification of water FILTRATION + REVERSE OSMOSIS Rank of product with respect to customer awareness (1,2,3) Additional benefits offered SPECIAL DELIVERY WITHIN 3 HOURS free sampling is done AT SPECIAL OCCASIONS Name your top five companies in this industry NESTLE; ASKARI; CLASSIC; SPIRAL; AQUA SAFE System of target setting, target achievement and rewards for achieving them.
17
Competitor analysis Supplement Information: Board of Directors: C.E.O TAIMUR ALI MALIK PROJECT OFFICER SHERYAR ALI MALIK Group/Party: T & S CORPORATION DEW DROPS (GUARD GROUP) Offices: LIBERTY MARKET Water shops: Name of interviewee: ALI BAKHTAWER MARETING INCHARGE Telephone No.: 111-444-007 Sales department hierarchy:
CHIEF EXECUTIVE OFFICER
MARKETING MANAGER
AREA SALES MANAGER
MARKETING MANAGER
AREA SALES MANAGER
SALES MEN LOADERS DRIVERS
18
MARKETING MANAGER
AREA SALES MANAGER
Competitor analysis
SNAPS:
DEW DROPS WATER SHOP
VEHICLE
19
Competitor analysis
PURE WATER
20
Competitor analysis
21
Competitor analysis A S K A R I: ASKARI General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 85/-
Total Market share
37 %
Manufacturing Questions: Water Plant is situated at:
BHAI PHAROO
Type of system for purification of water
Bottle manufacturing plant
PRIMARY FILTRATION (FILTER AND ULTRA VIOLET) SECONDARY FILTERATION (IONIZE AND WITH DRAW EXTRA MICROPORE MEMBRANE TO MAKE HIEGENIC) NO
Buying bottles form
LOCAL
Expiry limit of Bottles
9 MONTHS
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
IMPORTED
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
3-4
Schedule of delivery vans
MORNING 9 TO EVENING 5 FULL WEEK
Number of persons in sales team
6
Vehicles for delivery
SUZUKI PICK UP, SHEHZOR
Criterion of area coverage
SALE OFFICERS VISITTHE AREA ON DECIDED DAY.
Strategy of working in field Average sale per day per vehicle
COMMERCIAL CALLS; RESIDENTIAL CALLS; DEPENDS ON CUSTOMER CALLS 50-60 bottles
Total average sale per day
130 bottles
Current promotional activities
NO CURRENT. BUT HAVE DONE ON BASANT FESTIVAL AND KANARD COLLEGE FUNCTION. NO
Separate event department Activities for new customer acquisition Commitments made with customers Types of dispenser Terms &condition expected from credit customers Conditions for free chillers Rank of product with respect to customer awareness (1,2,3) Additional benefits offered free sampling is done Name your top five companies in this industry System of target setting, target achievement and rewards for achieving them.
DOOR TO DOOR ACTIVITES; PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST DELIVERY SERVICE TAP AND STAND(200), CHILLERS(6500,7500), CERAMICS(600) JUST FOR CORPORATE SECTOR AMONG THEM THE HEAVY USERS 10-15 BOTTLES WEEKLY CONSUMPTION. 2 BEST WATER QUALITY AT SPECIAL OCCASIONS NESTLE; AQUA SAFE; CLASSIC; SPIRAL; SPARKLET 50 RS. ON NEW ACCOUNT. 15 ACCOUNTS IN ONE MONTH.
22
Competitor analysis Supplement Information: Board of Directors: BRIGADIOR SAUD BASHIR Group/Party: ARMY WELFARE TRUST Offices: THREE OFFICES Water shops: Name of interviewee: IFTIKHAR Designation: AREA MANAGER PUNJAB. Sales department hierarchy:
NATIONAL SALES MANAGER
AREA SALES MANAGER
AREA SALES MANAGER
SALES OFFICER COORDINATOR
LOADERS DRIVERS
23
AREA SALES MANAGER
Competitor analysis
SNAPS:
ASKARI WATER SHOP
VEHICLE
24
Competitor analysis
SPARKLETS NATURAL MOUNTAIN SPRING WATER
25
Competitor analysis S P A R K L E T: SPARKLET General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 85/-
Total Market share
22%-25%
Manufacturing Questions: Water Plant is situated at:
HATTAR
Type of system for purification of water
REVERSE OSMOSIS
Bottle manufacturing plant
NO
Buying bottles form
LOCAL: KARACHI
Expiry limit of Bottles
1 YEAR
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
LOCAL
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
8 VANS
Schedule of delivery vans Number of persons in sales team
LAHORE MARKET IS DIVIDED INTO FOUR ZONE EAST, WEST, NORTH, SOUTH. ACCORDING TO ROUTE. 12
Vehicles for delivery
SHEHZOR
Criterion of area coverage Strategy of working in field
OUR OPERATING SCHEME IS KEY ACCONT MANAGEMENT SCIENCES. COMMERCIAL CALLS; RESIDENTIAL CALLS
Average sale per day per vehicle
N/A
Total average sale per day
N/A
Current promotional activities
NO CURRENT. BUT HAVE DONE T.V COMMERCIALS, PERSONAL SELLING (STALLS), AND HOARDINGS. NO
Separate event department Activities for new customer acquisition Commitments made with customers Types of dispenser
PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST CUSTOMER SERVICE
Terms &condition expected from credit customers
TAP AND STAND (200), CHILLER REFREGRATED (7500), CERAMICS (500) BILL TO BILL.
Conditions for free chillers
NOT OFFERING.
Rank of product with respect to customer awareness (1,2,3) Additional benefits offered
3
Free sampling is done Name your top five companies in this industry System of target setting, target achievement and rewards for achieving them. Supplement Information:
BEST SPRING WATER FROM BEST PALACE HATTAR AND MORE BALANCE AND SOFT WITH 7.2 VALUE OF PH. SCALE. NO NESTLE; AQUA SAFE; AIWA; ASKARI; SPARKLET N/A
26
Competitor analysis Board of Directors: SADIQ KARAM ALI Group/Party: HASHOO GROUP Offices: THREE OFFICES Name of interviewee: ASHIR MOEEN Designation: CHANNEL DEVELOPMENT MANAGER. Sales department hierarchy:
G.M SALES AND MARKETING
CHANNEL DEVELOPMENT MANAGER
CHANNEL DEVELOPMENT MANAGER
REGIONAL SALES MANAGER
AREA SALES MANAGER DISTRIBUTOR SALES REPRESENTATIVE
27
CHANNEL DEVELOPMENT MANAGER
Competitor analysis
SNAPS:
SPARKLET WATER SHOP
VEHICLE
28
Competitor analysis
PURE WATER
29
Competitor analysis
30
Competitor analysis AQUA SAFE AQUA SAFE General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 79/-
Total Market share
15%
Manufacturing Questions: Water Plant is situated at:
RAIVIND
Type of system for purification of water
REVERSE OSMOSIS
Bottle manufacturing plant
NO
Buying bottles form
FOREIGN
Expiry limit of Bottles
9 MONTHS
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
IMPORTED
Minerals in water
NATURAL MINERALS AND ARTIFICIAL MINERALS
Delivery Questions: Number of delivery Vans
8-10 VANS
Schedule of delivery vans
DECIDED ROUTES AS PER DAY.
Number of persons in sales team
N/A
Vehicles for delivery
SHEHZOR, MAZDA, PICKUPS
Criterion of area coverage
ACCORDING TO DECIDED ROUTE PER DAY.
Strategy of working in field
COMMERCIAL CALLS; RESIDENTIAL CALLS
Average sale per day per vehicle
N/A
Total average sale per day
N/A
Current promotional activities
N/A
Separate event department
NO
Activities for new customer acquisition
PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS, DOOR TO DOOR ACTIVITIES BEST DELIVERY SERVICE
Commitments made with customers Types of dispenser Terms &condition expected from credit customers Conditions for free chillers Rank of product with respect to customer awareness (1,2,3) Additional benefits offered Free sampling is done Name your top five companies in this industry System of target setting, target achievement and rewards for achieving them.
TAP AND STAND (200), CHINEESE CHILLERS (7500), AQUA SAFE USA (12000) JUST FOR CORPORATE SECTOR AND FOR THOSE WHO ARE HEAVY USRES. WE ARE NOT OFFERING FREE CHILLERS. 2 BEST QUALITY OF WATER AND DELIVEREY SERVICE. AT SPECIAL OCCASIONS. NESTLE; SPIRAL; CLASSIC; ASKARI; SPARKLET N/A
31
Competitor analysis Supplement Information: Visited Office: 65/B, C III, Gulberg III, Lahore. FAX: (042) 5712626, U.A.N. 111334433 www.aquasafeusa.net Name of interviewee: Kamran Anwar Mobile No.: 0300-8481855
Sales department hierarchy:
32
Competitor analysis
SNAPS:
AQUA SAFE WATER SHOP
VEHICLE
33
Competitor analysis
Researcher’s remarks: These are the remarks about environment, attitude and level of work force of the companies. Classic: o o o o o o o
They are working at a big scale and having a good sale force. They are having a good customer service, but are not so well-established as compared to Nestle. Their attitude towards customers is very good. They are considering customer satisfaction their first priority and cater the customers very well. Setup of classic is ranked at second position in bulk supply of pure water. Their vehicles are in very neat and clean conditions. Hygienic conditions of bottles are also very good.
o Their water shops are not very well established. o Their sales force persons are not well dressed. Aura: o o o o o o
This organization is new in this business. They are not well organized and currently focusing to earn profits. Their offices are not well decorated and well established. Hygienic conditions of bottles are not good. Their sale force is not well organized. They are not having enough vehicles to cater all the demand in time. That’s why they are also using hand carry. o Environment within organization is not good.
Spiral: o Organization is well established. o They have well-established sales force. o Their vehicles are in good conditions. o Hygienic level of their bottles is very good. o Customer service is very good. o Organization lacks good setup of water shops for customer service at water shop. o Sales force is not so well dressed. Dewdrop: o At corporate level the organization is well established. o They are catering big customers only, which mostly comes to them from references. o Now they are focusing on the residential calls to expand their customer base. o Their offices are not at good locations to welcome customers. o Their sales force is not well established. o Their vehicles are not in good conditions. o Hygienic level of bottles is not good.
34
Competitor analysis
35
Competitor analysis
Askari: o Organization lacks well established offices. o They do not have separate customer service department. o They do not have enough vehicles to cater all customers demand. o Their vehicles are not in good conditions. o Their sales force is not well established and experienced. o Hygienic conditions of bottles are very poor. o They do not have printed brushers to give. o Their attitude with customers is not satisfactory. Sparklet: o Organization is just focusing on big accounts/customers. o They are working on the principle “key account management”. o They are currently working in small bottles. But according to them, they will start their work in bulk bottles very soon. o Organization has a well-established sales department. o They cater their customer very well. Aqua safe: o Organization has well-established water shops. o Organization has well-established sales force. o Organization has vehicles in good conditions. o Organization is catering customer queries very well. o Organization has customer service department. o Environment of the organization is very good. o Hygienic conditions of bottles are very good. o Their sales force is not well-dressed as compared to nestle. o Their sales force is not well trained as compared to nestle.
36
MAKETING 08{MORNING}
Competitor analysis
TABLE OF CONTENTS GATHERED INFORMATION ON: CLASSIC TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
4 5 6 6 7
AURA TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
8 9 10 10 11
SPIRAL TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
12 13 14 14 15
DEW DROP TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
16 17 18 18 19
ASKARI TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
20 21 22 22 23
SPARKLET TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
24 25 26 26 27
AQUA SAFE TABLED INFO SUPPLEMENT INFO SALES HIERARCHY SNAPS
28 29 30 30 31
RESEARCH’S REMARKS
32
2
Competitor analysis
TO
3
Competitor analysis
CLASSIC PURE & NATURAL WATER
4
Competitor analysis C L A S S I C: Classic General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Prices of Bottles
79Rs.
Total Market share
5–7%
Manufacturing Questions: Water Plant is situated at:
LAHORE INDUSTRIAL AREA GULBERG
Type of system for purification of water
REVERSE OSMOSSIS; OZONATED STERLIZED
Bottle manufacturing plant
NO
Buying bottles from
LOCAL
Expiry limit of Bottles
9 MONTHS
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
LOCAL
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
8
Schedule of delivery vans Number of persons in sales team
MORNING 9:00 AM UPTO EVENING 9:00 PM FULL WEAK 10
Vehicles for delivery
MAZDA; SHAZOR; LOADER VAN; XING CHI
Criterion of area coverage
AREA STORMING
Strategy of working in field
COMMERCIAL CALLS; RESIDENTIAL CALLS;
Average sale per day per vehicle
100 BOTTLES PER VEHICLE (19 LITTER BOTTLE)
Total average sale per day
ABOUT 700 – 800 BOTTLES (19 LITTER BOTTLE)
Current promotional activities
DOOR TO DOOR SELLING & AWARNESS
Separate event department
NO
Activities for new customer acquisition
Terms &condition expected from credit customers
DOOR TO DOOR; VEHICLE ADVERTISING; PROMOTIONAL SCHEMES; COMMERCIAL CALLS BEST CUSTOMER SERVICE; BEST DELIVERY SERVICE HOT & COLD ELECTRIC DISPENSER; TAP STAND; CERAMIC DISPENSER HEAVY USER AND PAY MONTHLY BILLS REGULARLY
Conditions for free chillers
30 BOTTLES
Rank of product with respect to customer awareness (1,2,3) Additional benefits offered
2
Commitments made with customers Types of dispenser
BETTER SERVICE; EMERGENCY HANDLING; ON-CALL DELIVERY free sampling is done N/A Name your top five companies in this industry NESTLE; CLASSIS; ASKARI; AQUA SAFE; AIVA System of target setting, target achievement and rewards for TARGETS ARE ASSIGNED TO SALESMAN AS PER achieving them. ROUTE AND BOUNUSES ARE GIVEN FOR ACHIEVING THOSE TARGETS. Supplement Information:
5
Competitor analysis Board of Directors: KAMRAN AMIR AWAN HUMAYUN NABI JAN Group/Party:
Offices: LAHORE, KARACHI, MULTAN, SIALKOT, GUJRANWALA, FAISALABAD, Water shops:
Name of interviewee: ADNAN MAHMOOD DIRECTOR 5756337 Telephone No.: Sales department hierarchy:
MANAGER SALES SALES EXECUTIVE
SALES EXECUTIVE
SALES EXECUTIVE
SALESMAN
SALESMAN
SALESMAN
LOADERS DRIVERS
6
Competitor analysis
SNAPS:
CLASSIC WATER SHOP
VEHICLE
7
Competitor analysis
AURA WATER FOR LIFE
8
Competitor analysis A U R A: AURA General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
11 LITERS & 20 LITERS
Price of Bottle
RS. 30/- & RS. 65/-
Total Market share Manufacturing Questions: Water Plant is situated at: Type of system for purification of water
MULTAN ROAD
Bottle manufacturing plant
FILTERATION THROUGH REVERSE OSMOSIS PROCESS + ULTRA VIOLET RAYS SYSTEM NO
Buying bottles from
LOCAL
Expiry limit of Bottles
3 MONTHS
Method of filling water in Bottles
MANUAL
Method of washing bottles
MANUAL
Kind of seal they are using for Bottles
IMPORTED
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
3 VANS
Schedule of delivery vans
EACH AREA IS COVERED ON ITS DECIDED DAY.
Number of persons in sales team
6 PERSONS
Vehicles for delivery
PICKUP; MOTORCYCLES; HAND CARRY
Criterion of area coverage
AS PER DECIDED ROUTE.
Strategy of working in field Average sale per day per vehicle
COMMERCIAL CALLS; RESIDENTIAL CALLS; DEPENDS ON CUSTOMER CALLS 2200 LITERS
Total average sale per day
3500 LITERS
Current promotional activities
HAND BILLS; DISCOUNT VOUCHERS; BILL BOARDS; CABLE ADVERTISMENT; NEWSPAPERS NO
Separate event department Activities for new customer acquisition Commitments made with customers Types of dispenser Terms &condition expected from credit customers Conditions for free chillers System for purification of water Rank of product with respect to customer awareness (1,2,3) Additional benefits offered
PROMOTIONAL ACTIVITIES; VEHICLE ADVERTISING; COMMERCIAL CALLS TIMELY DELIVERY; BEST CUSTOMER SERVICE TAP-STAND; HOT & COLD ELECTRIC; THREE IN ONE (HOT & COLD + REFRIGERATOR) MOSTLY WEEKLY BASIS CREDITS OFFERD ONLY TO CORPORATE CUSTOMERS; AVERAGE 30 LITERS DAILY. 1
OFFERING 11 LITER BOTTLE WITH SECURITY OF RS.100/- AND COST RS. 30/- MAKES CHEAPEST IN MARKET. Free sampling is done AT SPECIAL OCCASIONS Name your top five companies in this industry NESTLE; AURA; SPIRAL; CLASSIC; AQUA SAFE. System of target setting, target achievement and rewards for MONTHLY TARGETS ARE ASSIGNED TO EACH
9
Competitor analysis achieving them.
SALESMAN AND ON ACHIEVING THOSE; THEY ARE AWARDED WITH MONETARY BONUS.
Supplement Information: Board of Directors: KHALID MAHMOOD Group/Party: Offices: THREE OFFICES IN LAHORE Water shops: Name of interviewee: YASIR HAYAT MARKETING & SALES MANAGER 042-7448995 Telephone No.: Sales department hierarchy:
MKT. & SALES MANAGER
SALESMAN
SALESMAN
LOADERS DRIVERS
10
SALESMAN
Competitor analysis
SNAPS:
AURA WATER SHOP
VEHICLE
11
Competitor analysis
SPIRAL ZINDAGI LAGAY NAI SI
12
Competitor analysis S P I R A L: SPIRAL General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 90/-
Total Market share Manufacturing Questions: Water Plant is situated at:
KOT LAKPAT INDUSTRIAL AREA
Type of system for purification of water
REVRSE OSMOSIS; ULTRA VIOLET RAYS SYSTEM
Bottle manufacturing plant
NO
Buying bottles form
LOCAL
Expiry limit of Bottles Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
LOCAL
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
8
Schedule of delivery vans
DEPENDS UPON AREA OF DELIVERY
Number of persons in sales team
15
Vehicles for delivery
SHEZOR; SMALL PICKUP
Criterion of area coverage Strategy of working in field
COMMERCIAL CALLS; RESIDENTIAL CALLS
Average sale per day per vehicle Total average sale per day Current promotional activities
NO PROMOTIONAL ACTIVITIES
Separate event department
NO
Activities for new customer acquisition
DOOR TO DOOR ACTIVITIES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST DELIVERY SERVICE
Commitments made with customers Types of dispenser
DESKTOP 6500; BO 7000(HOT & COLD); G3 9000(HOT & COLD);
Terms &condition expected from credit customers Conditions for free chillers System for purification of water REVERSE OSMOSIS + UV Rank of product with respect to customer awareness 1 (1,2,3) Additional benefits offered QUALITY OF WATER AND BEST SERVICE free sampling is done AT SPECIAL OCCASIONS Name your top five companies in this industry NESTLE; AQUA SAFE; ASKARI; SPARKLET; System of target setting, target achievement and rewards for achieving them.
13
Competitor analysis Supplement Information: Board of Directors:
Group/Party: Offices:
Water shops: Name of interviewee:
Telephone No.: Sales department hierarchy:
AREA MANAGER
ACCOUNT PROMOTION OFFICER
ACCOUNT PROMOTION OFFICER
SALES MEN
LOADERS DRIVERS
14
ACCOUNT PROMOTION OFFICER
Competitor analysis
SNAPS:
SPIRAL WATER SHOP
VEHICLE
15
Competitor analysis
DEW DROP PUREST FORM OF WATER
16
Competitor analysis
D E W D R O P: DEW DROP General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 80/-
Total Market share
15 – 20 %
Manufacturing Questions: Water Plant is situated at:
ISLAMABAD INDUSTRIAL AREA
Type of system for purification of water
REVERSE OSMOSIS SYSTEM
Bottle manufacturing plant
NO
Buying bottles form
LOCAL: KARACHI
Expiry limit of Bottles
6 MONTHS
Method of filling water in Bottles
MANUAL
Method of washing bottles
MANUAL
Kind of seal they are using for Bottles
LOCAL
Minerals in water
ARTIFICIAL MINERALS
Delivery Questions: Number of delivery Vans
4
Schedule of delivery vans
WEEKLY BASIS + SPECIAL DELIVERY
Number of persons in sales team
5
Vehicles for delivery
2 SUZUKI PICK UP; 1 TOYOTA HILUX; 1 SHEHZOR
Criterion of area coverage
N/A
Strategy of working in field Average sale per day per vehicle
COMMERCIAL CALLS; RESIDENTIAL CALLS; DEPENDS ON CUSTOMER CALLS N/A
Total average sale per day
N/A
Current promotional activities
Types of dispenser
CURRENTLY NO .BUT HAS DONE ON BASANT, LAHORE CHAMBER ELECTION, POLO MATCHES. YES; BASANT; LAHORE CHAMBER ELECTION; POLE MATCHES DOOR TO DOOR ACTIVITES; PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST CUSTOMER SERVICE; BEST DELIVERY SERVICE HOT & COLD DISPENSER; CERAMICS; STAND & TAP
Terms &condition expected from credit customers
MINIMUNM 15 DAYS CREIT
Conditions for free chillers
25 BOTTLES WEEKLY
Separate event department Activities for new customer acquisition Commitments made with customers
System for purification of water FILTRATION + REVERSE OSMOSIS Rank of product with respect to customer awareness (1,2,3) Additional benefits offered SPECIAL DELIVERY WITHIN 3 HOURS free sampling is done AT SPECIAL OCCASIONS Name your top five companies in this industry NESTLE; ASKARI; CLASSIC; SPIRAL; AQUA SAFE System of target setting, target achievement and rewards for achieving them.
17
Competitor analysis Supplement Information: Board of Directors: C.E.O TAIMUR ALI MALIK PROJECT OFFICER SHERYAR ALI MALIK Group/Party: T & S CORPORATION DEW DROPS (GUARD GROUP) Offices: LIBERTY MARKET Water shops: Name of interviewee: ALI BAKHTAWER MARETING INCHARGE Telephone No.: 111-444-007 Sales department hierarchy:
CHIEF EXECUTIVE OFFICER
MARKETING MANAGER
AREA SALES MANAGER
MARKETING MANAGER
AREA SALES MANAGER
SALES MEN LOADERS DRIVERS
18
MARKETING MANAGER
AREA SALES MANAGER
Competitor analysis
SNAPS:
DEW DROPS WATER SHOP
VEHICLE
19
Competitor analysis
PURE WATER
20
Competitor analysis
21
Competitor analysis A S K A R I: ASKARI General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 85/-
Total Market share
37 %
Manufacturing Questions: Water Plant is situated at:
BHAI PHAROO
Type of system for purification of water
Bottle manufacturing plant
PRIMARY FILTRATION (FILTER AND ULTRA VIOLET) SECONDARY FILTERATION (IONIZE AND WITH DRAW EXTRA MICROPORE MEMBRANE TO MAKE HIEGENIC) NO
Buying bottles form
LOCAL
Expiry limit of Bottles
9 MONTHS
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
IMPORTED
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
3-4
Schedule of delivery vans
MORNING 9 TO EVENING 5 FULL WEEK
Number of persons in sales team
6
Vehicles for delivery
SUZUKI PICK UP, SHEHZOR
Criterion of area coverage
SALE OFFICERS VISITTHE AREA ON DECIDED DAY.
Strategy of working in field Average sale per day per vehicle
COMMERCIAL CALLS; RESIDENTIAL CALLS; DEPENDS ON CUSTOMER CALLS 50-60 bottles
Total average sale per day
130 bottles
Current promotional activities
NO CURRENT. BUT HAVE DONE ON BASANT FESTIVAL AND KANARD COLLEGE FUNCTION. NO
Separate event department Activities for new customer acquisition Commitments made with customers Types of dispenser Terms &condition expected from credit customers Conditions for free chillers Rank of product with respect to customer awareness (1,2,3) Additional benefits offered free sampling is done Name your top five companies in this industry System of target setting, target achievement and rewards for achieving them.
DOOR TO DOOR ACTIVITES; PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST DELIVERY SERVICE TAP AND STAND(200), CHILLERS(6500,7500), CERAMICS(600) JUST FOR CORPORATE SECTOR AMONG THEM THE HEAVY USERS 10-15 BOTTLES WEEKLY CONSUMPTION. 2 BEST WATER QUALITY AT SPECIAL OCCASIONS NESTLE; AQUA SAFE; CLASSIC; SPIRAL; SPARKLET 50 RS. ON NEW ACCOUNT. 15 ACCOUNTS IN ONE MONTH.
22
Competitor analysis Supplement Information: Board of Directors: BRIGADIOR SAUD BASHIR Group/Party: ARMY WELFARE TRUST Offices: THREE OFFICES Water shops: Name of interviewee: IFTIKHAR Designation: AREA MANAGER PUNJAB. Sales department hierarchy:
NATIONAL SALES MANAGER
AREA SALES MANAGER
AREA SALES MANAGER
SALES OFFICER COORDINATOR
LOADERS DRIVERS
23
AREA SALES MANAGER
Competitor analysis
SNAPS:
ASKARI WATER SHOP
VEHICLE
24
Competitor analysis
SPARKLETS NATURAL MOUNTAIN SPRING WATER
25
Competitor analysis S P A R K L E T: SPARKLET General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 85/-
Total Market share
22%-25%
Manufacturing Questions: Water Plant is situated at:
HATTAR
Type of system for purification of water
REVERSE OSMOSIS
Bottle manufacturing plant
NO
Buying bottles form
LOCAL: KARACHI
Expiry limit of Bottles
1 YEAR
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
LOCAL
Minerals in water
NATURAL MINERALS
Delivery Questions: Number of delivery Vans
8 VANS
Schedule of delivery vans Number of persons in sales team
LAHORE MARKET IS DIVIDED INTO FOUR ZONE EAST, WEST, NORTH, SOUTH. ACCORDING TO ROUTE. 12
Vehicles for delivery
SHEHZOR
Criterion of area coverage Strategy of working in field
OUR OPERATING SCHEME IS KEY ACCONT MANAGEMENT SCIENCES. COMMERCIAL CALLS; RESIDENTIAL CALLS
Average sale per day per vehicle
N/A
Total average sale per day
N/A
Current promotional activities
NO CURRENT. BUT HAVE DONE T.V COMMERCIALS, PERSONAL SELLING (STALLS), AND HOARDINGS. NO
Separate event department Activities for new customer acquisition Commitments made with customers Types of dispenser
PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS BEST CUSTOMER SERVICE
Terms &condition expected from credit customers
TAP AND STAND (200), CHILLER REFREGRATED (7500), CERAMICS (500) BILL TO BILL.
Conditions for free chillers
NOT OFFERING.
Rank of product with respect to customer awareness (1,2,3) Additional benefits offered
3
Free sampling is done Name your top five companies in this industry System of target setting, target achievement and rewards for achieving them. Supplement Information:
BEST SPRING WATER FROM BEST PALACE HATTAR AND MORE BALANCE AND SOFT WITH 7.2 VALUE OF PH. SCALE. NO NESTLE; AQUA SAFE; AIWA; ASKARI; SPARKLET N/A
26
Competitor analysis Board of Directors: SADIQ KARAM ALI Group/Party: HASHOO GROUP Offices: THREE OFFICES Name of interviewee: ASHIR MOEEN Designation: CHANNEL DEVELOPMENT MANAGER. Sales department hierarchy:
G.M SALES AND MARKETING
CHANNEL DEVELOPMENT MANAGER
CHANNEL DEVELOPMENT MANAGER
REGIONAL SALES MANAGER
AREA SALES MANAGER DISTRIBUTOR SALES REPRESENTATIVE
27
CHANNEL DEVELOPMENT MANAGER
Competitor analysis
SNAPS:
SPARKLET WATER SHOP
VEHICLE
28
Competitor analysis
PURE WATER
29
Competitor analysis
30
Competitor analysis AQUA SAFE AQUA SAFE General Questions: Offering Bulk Water
YES
Liters of water in one Bottle
19 LITERS
Price of Bottle
RS. 79/-
Total Market share
15%
Manufacturing Questions: Water Plant is situated at:
RAIVIND
Type of system for purification of water
REVERSE OSMOSIS
Bottle manufacturing plant
NO
Buying bottles form
FOREIGN
Expiry limit of Bottles
9 MONTHS
Method of filling water in Bottles
MACHINE
Method of washing bottles
MACHINE
Kind of seal they are using for Bottles
IMPORTED
Minerals in water
NATURAL MINERALS AND ARTIFICIAL MINERALS
Delivery Questions: Number of delivery Vans
8-10 VANS
Schedule of delivery vans
DECIDED ROUTES AS PER DAY.
Number of persons in sales team
N/A
Vehicles for delivery
SHEHZOR, MAZDA, PICKUPS
Criterion of area coverage
ACCORDING TO DECIDED ROUTE PER DAY.
Strategy of working in field
COMMERCIAL CALLS; RESIDENTIAL CALLS
Average sale per day per vehicle
N/A
Total average sale per day
N/A
Current promotional activities
N/A
Separate event department
NO
Activities for new customer acquisition
PROMOTIONAL SCHEMES; VEHICLE ADVERTISING; COMMERCIAL CALLS, DOOR TO DOOR ACTIVITIES BEST DELIVERY SERVICE
Commitments made with customers Types of dispenser Terms &condition expected from credit customers Conditions for free chillers Rank of product with respect to customer awareness (1,2,3) Additional benefits offered Free sampling is done Name your top five companies in this industry System of target setting, target achievement and rewards for achieving them.
TAP AND STAND (200), CHINEESE CHILLERS (7500), AQUA SAFE USA (12000) JUST FOR CORPORATE SECTOR AND FOR THOSE WHO ARE HEAVY USRES. WE ARE NOT OFFERING FREE CHILLERS. 2 BEST QUALITY OF WATER AND DELIVEREY SERVICE. AT SPECIAL OCCASIONS. NESTLE; SPIRAL; CLASSIC; ASKARI; SPARKLET N/A
31
Competitor analysis Supplement Information: Visited Office: 65/B, C III, Gulberg III, Lahore. FAX: (042) 5712626, U.A.N. 111334433 www.aquasafeusa.net Name of interviewee: Kamran Anwar Mobile No.: 0300-8481855
Sales department hierarchy:
32
Competitor analysis
SNAPS:
AQUA SAFE WATER SHOP
VEHICLE
33
Competitor analysis
Researcher’s remarks: These are the remarks about environment, attitude and level of work force of the companies. Classic: o o o o o o o
They are working at a big scale and having a good sale force. They are having a good customer service, but are not so well-established as compared to Nestle. Their attitude towards customers is very good. They are considering customer satisfaction their first priority and cater the customers very well. Setup of classic is ranked at second position in bulk supply of pure water. Their vehicles are in very neat and clean conditions. Hygienic conditions of bottles are also very good.
o Their water shops are not very well established. o Their sales force persons are not well dressed. Aura: o o o o o o
This organization is new in this business. They are not well organized and currently focusing to earn profits. Their offices are not well decorated and well established. Hygienic conditions of bottles are not good. Their sale force is not well organized. They are not having enough vehicles to cater all the demand in time. That’s why they are also using hand carry. o Environment within organization is not good.
Spiral: o Organization is well established. o They have well-established sales force. o Their vehicles are in good conditions. o Hygienic level of their bottles is very good. o Customer service is very good. o Organization lacks good setup of water shops for customer service at water shop. o Sales force is not so well dressed. Dewdrop: o At corporate level the organization is well established. o They are catering big customers only, which mostly comes to them from references. o Now they are focusing on the residential calls to expand their customer base. o Their offices are not at good locations to welcome customers. o Their sales force is not well established. o Their vehicles are not in good conditions. o Hygienic level of bottles is not good.
34
Competitor analysis
35
Competitor analysis
Askari: o Organization lacks well established offices. o They do not have separate customer service department. o They do not have enough vehicles to cater all customers demand. o Their vehicles are not in good conditions. o Their sales force is not well established and experienced. o Hygienic conditions of bottles are very poor. o They do not have printed brushers to give. o Their attitude with customers is not satisfactory. Sparklet: o Organization is just focusing on big accounts/customers. o They are working on the principle “key account management”. o They are currently working in small bottles. But according to them, they will start their work in bulk bottles very soon. o Organization has a well-established sales department. o They cater their customer very well. Aqua safe: o Organization has well-established water shops. o Organization has well-established sales force. o Organization has vehicles in good conditions. o Organization is catering customer queries very well. o Organization has customer service department. o Environment of the organization is very good. o Hygienic conditions of bottles are very good. o Their sales force is not well-dressed as compared to nestle. o Their sales force is not well trained as compared to nestle.
36
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