Objectives of the Research: There are various objectives of the research, they are as following: ♣ To establish various Promotion Mix and the Process mix of the two products, ♣ To bring out the various point of views of both Corporate Buyers and Individual Customers, ♣ To extend the Knowledge of Readers, and ♣ To bring out Relative Information from the research.

1. 1
A PROJECT REPORT
ON
A STUDY OF ‘CONCEPTOF PROMOTION MIX AND PROCESS MIX
IN SERVICE SECTOR’ WITH SPECIAL REFERENCE TO VINAYAK
AGENCIES, PUNE
PREPARED BY
ROHAN BAKSHI
T.Y.B.B.A. ‘B’, ROLL NO.05
UNDER THE GUIDANCE OF
PROF. ADITI SAMIR
SUBMITTED TO
THE UNIVERSITY OF PUNE

2. 2
DECLARATION
I hereby declare that the project work entitled “A STUDY OF ‘CONCEPT OF
PROMOTION MIX AND PROCESS MIX IN SERVICE SECTOR’ WITH SPECIAL
REFERENCE TO VINAYAK AGENCIES, PUNE” submitted to the University of Pune,
is a record of an original work done by me under the guidance of Prof. Mrs. Aditi Samir,
Visiting Faculty Member, Brihan Maharashtra College of Commerce (BMCC), Pune and this
project work has not performed the basis for the award of any Degree for diploma/fellowship
and similar project if any.
Rohan Bakshi
T.Y.B.B.A., Div- ‘B’
Roll no- 05
25th March, 2012
BMCC, Pune-04.

3. 3

4. 4
ACKNOWLEDGEMENT
This is in acknowledgment of Mrs. Bharti Upadhye and Mrs. Aditi Samir, who have
supported me and been my source of inspiration throughout this project.
I would also like to thank the management of Vinayak Agencies Pvt. Ltd., especially Mr.
Aspi Dubash, Senior Marketing Executive, Tata Global Beverages, for their personal
guidance during my internship of 60 days.

5. 5
PREFACE
The services sector has been a major and vital force steadily driving growth in the Indian
economy for more than a decade. The economy has successfully navigated the turbulent years of
the recent global economic crisis because of the vitality of this sector in the domestic economy
and its prominent role in India’s external economic interactions.
Service Sector in India today accounts for more than half of India's GDP. According to data for
the financial year 2006-2007, the share of services, industry, and agriculture in India's GDP is
55.1 per cent, 26.4 per cent, and 18.5 per cent respectively. The fact that the service sector now
is accounts for more than half the GDP marks a watershed in the evolution of the Indian
economy and takes it closer to the fundamentals of a developed economy.
This project talks about the promotion and the distribution services with special references to
Tata Global Beverages.
The Distribution services, being a very critical part of the services are discussed here in this
project. Distribution services sector provides the crucial link between producers and consumers
and hence, the performance of this sector is vital to the functioning of a modern market
economy. Since the distribution margin is a significant fraction of the price of final product, an
efficient and competitive distribution system is likely to reduce distortions in the price structure.
This sector plays an important role in providing consumers with a wide choice of goods and
associated services and consequently, has a strong influence on consumer welfare. Distribution
services also provide producers with the necessary information needed to cater to the pattern of
consumer demand. Therefore, any inefficiency in this services sector is likely to lead to
misallocation of resources and economic costs.
The survey has been done on the promotion and process mix of the Himalayan Mineral water,
which is a variant of Tata Global Beverages, in order to bring out important facts about the
promotion and process mix of the service sector.
The data for the same has been collected with the help of Telephonic Interviews, where the
samples, who were the purchase or store managers of the prominent Business Units such as
Hotels, Fine dines and Corporate were interviewed over the telephone.
The data was further analysed and concluded in the project.

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INDEX
SERIAL
NUMBER
TOPIC PAGE
NUMBER
1 Introduction 1
2 Introduction of Vianyak Agencies 13
3 Introduction of Tata Global Beverages 16
4 Introduction of Himalayan Mineral Water 23
5 Process Layout of Vinayak Agencies 27
6 Research Design of the Research 29
7 Analysis of the Data Collected 31
8 Conclusion 41
9 Appendix 46
10 Questionnaire 48
11 Bibliography 50

7. 7
INTRODUCTION
Definition of 'Service Sector'
The portion of the economy that produces intangible goods. According to the U.S. Census
Bureau, the service sector primarily consists of truck transportation, messenger services and
warehousing; information sector services; securities, commodities and other financial
investment services; rental and leasing services; professional, scientific and technical
services; administrative and support services; waste management and remediation; health
care and social assistance; and arts, entertainment and recreation services.
Individuals employed in this sector produce services rather than products. Examples of
service sector jobs include housekeeping, psychotherapy, tax preparation, guided tours,
nursing and teaching. By contrast, individuals employed in the industrial/manufacturing
sector might produce goods such as cars, clothing and toys.
Service Management
Service management is integrated into supply chain management as the intersection between
the actual sales and the customer. The aim of high performance service management is to
optimize the service-intensive supply chains, which are usually more complex than the
typical finished-goods supply chain. Most service-intensive supply chains require larger
inventories and tighter integration with field service and third parties. They also must
accommodate inconsistent and uncertain demand by establishing more advanced information
and product flows. Moreover, all processes must be coordinated across numerous service
locations with large numbers of parts and multiple levels in the supply chain.
Among typical manufacturers, post-sale services (maintenance, repair and parts) comprise
less than 20 percent of revenue. But among the most innovative companies in Service, those
same activities often generate more than 50 percent of the profits.
Indian Economy
India gross domestic product (GDP) means the total value of all the services and goods that
are manufactured within the territory of the nation during the specified period of time. The
Indian economy is the second fastest major growing economy in the whole world with the
growing rate of the GDP at 9.4% in 2006- 2007. The economy of India is the twelfth biggest
in the world for it has the GDP of US$ 1.09 trillion in 2007.

8. 8
Services Sector Growth Rate in India GDP has been very rapid in the last few years. The
Services Sector contributes the most to the Indian GDP. The Growth Rate of the Services
Sector in India GDP has risen due to several reasons and it has also given a major boost to the
Indian economy.
Service Sector in India
India ranks fifteenth in the services output and it provides employment to around 23% of the
total workforce in the country. The various sectors under the Services Sector in India are
construction, trade, hotels, transport, restaurant, communication and storage, social and
personal services, community, insurance, financing, business services, and real estate.
The Services Sector contributes the most to the Indian GDP. The Sector of Services in India
has the biggest share in the country's GDP for it accounts for around 53.8% in 2005. The
contribution of the Services Sector in India GDP has increased a lot in the last few years. The
Services Sector contributed only 15% to the Indian GDP in 1950. Further the Indian Services
Sector's share in the country's GDP has increased from 43.695 in 1990- 1991 to around
51.16% in 1998- 1999. This shows that the Services Sector in India accounts for over half of
the country's GDP.
The contribution of the Services Sector has increased very rapidly in the India GDP for many
foreign consumers have shown interest in the country's service exports. This is due to the fact
that India has a large pool of highly skilled, low cost, and educated workers in the country.
This has made sure that the services that are available in the country are of the best quality.
The foreign companies seeing this have started outsourcing their work to India specially in
the area of business services which includes business process outsourcing and information
technology services. This has given a major boost to the Services Sector in India, which in its
turn has made the sector contribute more to the India GDP. The Services Sector in India must
be given boost. Services Sector Growth Rate in India GDP registered a significant growth
over the past few years. The Indian government must take steps in order to ensure that
Services Sector Growth Rate in India GDP continues to rise. For this will ensure the growth
and prosperity of the country's economy.

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Service Marketing Mix
The service marketing mix is also known as an extended marketing mix and is an integral
part of a service blueprint design. The service marketing mix consists of 7 P’s as compared to
the 4 P’s of a product marketing mix.

10. 10
The product marketing mix consists of the 4 P’s which are as following:
 Product Mix,
 Pricing Mix,
 Promotion Mix, and
 Place Mix.
They are explained as under:
 Product mix: The product mix of a company, which is generally defined as the total
composite of products offered by a particular organization, consists of both product
lines and individual products.
 Pricing Mix: It is the value of the product determined by the producers. Price mix
includes the decisions as to: Price level to be adopted; discount to be offered; and,
terms of credit to be allowed to customers.
 Promotion Mix: It is the communication link between sellers and buyers for the
purpose of influencing, informing, or persuading a potential buyer's purchasing
decision.
 Place Mix: It refers to providing the product at a place which is convenient for
consumers to access.
The extended service marketing mix places 3 further P’s which include the following:
 People Mix,
 Process Mix, and
 Physical Evidence Mix.
They are explained as under:
 People Mix: In case of service marketing, people can make or break an organization.
Thus many companies nowadays are involved into specially getting their staff trained
in interpersonal skills and customer service with a focus towards customer
satisfaction.
 Process Mix: Service process is the way in which a service is delivered to the end
customer.
 Physical Evidence Mix: Services are intangible in nature. However, to create a better
customer experience tangible elements are also delivered with the service.

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Since Vinayak Agencies are in the distribution of TATA GLOBAL BEVERAGES, it is very
important to discuss the PROMOTION MIX and the PROCESS MIX of TATA GLOBAL
BEVERAGES undertaken by the agency as well as on a national level.
Thus it is very important here to discuss the the two very important components of services
marketing mix:
 Promotion mix, and
 Process mix.
They are explained as under:
 Promotion Mix – Promotions has become a critical factor in the service marketing
mix. Services are easy to be duplicated and hence it is generally the brand which sets
a service apart from its counterpart. One will find a lot of banks and telecom
companies promoting themselves rigorously. It is because competition in this service
sector is generally high and promotions are necessary to survive. Thus banks, IT
companies, and dotcoms place themselves above the rest by advertising or
promotions.
 Process Mix – Service process is the way in which a service is delivered to the end
customer. Let’s take the example of two very good companies – McDonalds and
FedEx. Both the companies thrive on their quick service and the reason they can do
that is their confidence on their processes. On top of it, the demand of these services is
such that they have to deliver optimally without a loss in quality. Thus the process of
a service company in delivering its product is of utmost importance. It is also a critical
component in the service blueprint, wherein before establishing the service, the
company defines exactly what should be the process of the service product reaching
the end customer.

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Promotion Mix
No matter how wonderful ones product, no matter how unique ones service, the world is
unlikely to beat a path to ones door unprompted. One needs to carry out promotional activity
to attract the right sort of business, in the right quantity, at the right time and to distinguish
itself from the competition.
Promotion is not just about advertising a business, nor is it just about selling. It's about
pulling together a range of techniques, in the most cost-effective way one can, to initiate,
increase and maintain awareness of what one offers to the customers.
When deciding how to properly utilize the Marketing Promotion Mix to meet the marketing
objectives, it is important to consider the relative strengths and weaknesses of each
component of the mix. One should balance the various parts of the mix to not only create an
integrated approach to the marketing communications but also devote enough resources for
each component to be successful.

13. 13
Here are the Components of Promotional mix:
Reaches large, geographically dispersed audiences, often with high
frequency; Low cost per exposure, though overall costs are high; Consumers perceive
advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may
stimulate short-term sales; Impersonal, one-way communication; Expensive.
Most effective tool for building buyers’ preferences, convictions, and
actions; Personal interaction allows for feedback and adjustments; Relationship-oriented;
Buyers are more attentive; Sales force represents a long-term commitment; Most expensive
of the promotional tools.
May be targeted at the trade or ultimate consumer; Makes use of a
variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong
purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response;
Short-lived; Not effective at building long-term brand preferences.
Highly credible; Very believable; Many forms: news stories, news
features, events and sponsorships, etc.; Reaches many prospects missed via other forms of
promotion; Dramatizes company or product; Often the most under used element in the
promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are
costs involved).
Many forms: Telephone marketing, direct mail, online marketing, etc.;
Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited
to highly-targeted marketing efforts.

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Service Product Life Cycle:
When deciding upon your unique marketing communications mix, one should also consider
the Product Life Cycle. Here are some general guideline as to how and when to emphasize
different parts of the mix according to the stages of a typical product life cycle:
Pre-Introduction: Light advertising, pre-introduction publicity.
Introduction: Heavy use of advertising, public relations for awareness, sales
promotion for trial.
Growth: Advertising, public relations, branding and brand marketing, personal
selling for distribution.
Maturity: Advertising decreases, sales promotion, personal selling, reminder &
persuasion.
Decline: Advertising and public relations decrease, limited sales promotion, personal
selling for distribution.

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Challenges faced by the Service Industry in the promotion
It is a challenging task to manage a service or product industry. These challenges however
are different and unique for each industry. Some of the challenges that are faced while
managing, growing and making profit from a service industry are discussed below, these
factors do not readily apply to the product industry.
 Services are intangible and so customers cannot see or hold them before they buy it.
Buyers are therefore uncertain about the quality of service and feel they are taking a
risk. The buyer is unable to conceptualize and evaluate a service from beforehand.
From the seller's perspective he finds it challenging to promote, control quality and
set the price of the service he is provide. Unlike products the intangible nature of
service causes difficulties to both client and the firm.
 Defining and improving quality in the service industry is a major challenge. Unlike
products very often services are produced and consumed simultaneously. As a result
service quality management faces challenges that the product industry never ever
comes across. In the product industry the manufacturer gets ample opportunity to test
his products before they reach the market. In case of a quality issue the problem is
taken care of during the quality check and customer satisfaction is taken care of.
However during service production the customer is right in front. To guarantee
customer satisfaction in this scenario is a major challenge.
 In case of the service industry the customer first needs to develop trust in the service
organization before he buys their services. The client often gives more importance to
the amount of faith he has on the service organization than the services being offered
and their value proposition.
 Service industry faces competition not only from fellow service industry but also from
their clients who often question themselves whether or not they should engage a
service at all!

16. 16
 Most of the product companies have dedicated sales staff while in the service industry
the service deliverers often do the selling. Coordinating marketing, operations and
human resource efforts is a tedious task.
 Passion works for the service industry. More the passion, spirit and desire among the
service staff more is the revenue generation and success generated every day. There is
a direct correlation between staff passion and financial success and similarly lack of
passion leads to failure in the service industry. Staffs need to be constantly motivated
and efforts have to make to sustain employee commitment.
 While testing new services is a constant challenge communicating about these
services simultaneously is also not easy.
 Setting prices does not come easily for service industry.
 Standardization versus personalization is another major issue the service industry has
to face.
One needs to consider the strategies that will ensure that one’s team can deliver a consistent
level of service to all the customers at all times. In a service industry busy periods and quiet
periods are often unavoidable, and encouraging staff to follow routines helps to ensure that
whatever the pressures, a level of service will be maintained.

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Process Mix
It refers to the systems used to assist the organization in delivering the service.
Process is another element of the extended marketing mix, or 7P's.There are a number of
perceptions of the concept of process within the business and marketing literature. Some see
processes as a means to achieve an outcome, for example - to achieve a 30% market share a
company implements a marketing planning process.
Another view is that marketing has a number of processes that integrate together to create an
overall marketing process, for example - telemarketing and Internet marketing can be
integrated. A further view is that marketing processes are used to control the marketing mix,
i.e. processes that measure the achievement marketing objectives. All views are
understandable, but not particularly customer focused.
For the purposes of the marketing mix, process is an element of service that sees the customer
experiencing an organisation's offering. It's best viewed as something that your customer
participates in at different points in time. Here are some examples to help your build a picture
of marketing process, from the customer's point of view.
Going on a cruise - from the moment that you arrive at the dockside, you are greeted; your
baggage is taken to your room. You have two weeks of services from restaurants and evening

18. 18
entertainment, to casinos and shopping. Finally, you arrive at your destination, and your
baggage is delivered to you. This is a highly focused marketing process.
Booking a flight on the Internet - the process begins with you visiting an airline's website.
You enter details of your flights and book them. Your ticket/booking reference arrives by e-
mail or post. You catch your flight on time, and arrive refreshed at your destination. This is
all part of the marketing process.
At each stage of the process, markets:
 Deliver value through all elements of the marketing mix. Process, physical evidence and
people enhance services.
 Feedback can be taken and the mix can be altered.
 Customers are retained, and other serves or products are extended and marked to them.
 The process itself can be tailored to the needs of different individuals, experiencing a similar
service at the same time.
Processes essentially have inputs, throughputs and outputs (or outcomes). Marketing adds
value to each of the stages. Take a look at the lesson on value chain analysis to consider a
series of processes at work.

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VINAYAK AGENCIES
Vinayak Agencies was established by Mr. Bankim Sanghvi, in the year 1996 and by the time
it came with full force into the market, Vinayak Agencies had lost five years it the year 2001.
But Mr. Bankim Sanghvi never took this delay in the establishment of Vinayak Agencies and
and the entry in the market negatively or as a bad omen.
In fact, it was his hard work, patience and entrepreneur like qualities that pushed him through
this gap and made him pursue his dream.
Mr. Bankim Sanghvi got graduated from the University of Mumbai in the year 1984. It was
after twelve years in 1996 that he could arrange the resources to establish his firm and with
the establishment of the firm, the establishment of his own dream.
Vinayak Agencies was established with the motive of bringing an efficient distribution
system in the Fast Moving Consumer Goods (FMCG) Industries.
Today Vinayak Agencies are a well established and one of the major firms in Pune region
who are in the distribution of the products of six major brands under the head of foods and
beverages like:
 Tata Global Beverages,
 Dabur India Ltd.,
 Kellogg’s,
 Ching’s Secret (Capital Foods Ltd. India) Ltd,
 Smith And Jones Ltd., and
 Dukes India Ltd.

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Vinayak Agencies are the leading Stockists of the Fast Moving Consumer Goods (FMCG) in
Pune region.
They make the products available to various Wholesalers, Retailers and Hotels like:
 Taj Group,
 Oberoi Group,
 Intercontinental,
 ITC Group,
 Le Meridian Hotels,
 The Leela Group, etc.
They give special attention to the promotion of the products and the distribution process of
the products.
Vinayak Agencies sells the products under the head of ‘TATA GLOBAL BEVERAGES’ to
the following:
 Wholesalers,
 Retailers, and
 Institutional Customers,
The distribution of other products of Vinayak Agencies is carried out through the wholesalers
only.

21. 21
Location of Vinayak Agencies in Pune
The above Arial View shows the location of Vinayak Agencies and its Warehouse.
The address of Vinayak Agencies is as following:
N. M. Thakkar House,
E-56/57A, Market Yard, Pune – 411037
Tel No.: 020-30522919 / 20 / 21
Fax No.: 020-24264287
E-Mail Address: palpin369@hotmail.com

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TATA GLOBAL BEVERAGES
Tata Global Beverages is today an integrated beverage business that has set out on a journey
to become a global leader in branded ‘good for you’ beverages through innovation, strategic
acquisition and organic growth. With over 200 years of history in the beverage market and a
heritage of innovation and development, Tata Global Beverages has successfully evolved
from a predominantly domestic Indian tea farming company to become a marketing and
brand focused global organization with a portfolio of strong brands.
Formerly known as Tata Tea, the business diversified and expanded significantly over the last
decade. Tata Global Beverages now employs around 3,000 people with a significant presence
in over 40 countries worldwide. It recently opened its new corporate headquarters, located in
the UK (Uxbridge, West London). The group is now making strong strides towards its
mission of life-enhancing sustainable hydration with the recent JV agreement with PepsiCo in
the area of non-carbonated ready-to-drink beverages, focused on health and enhanced
wellness and the acquisition of a stake in Activate, a performance beverage and bottled water
company in the United States.

23. 23
Areas of business
With innovation and excellence at the heart of everything it does, Tata Global Beverages has
a stable of leading global and regional brands.
 Tata Tea: Tata Tea is officially a ‘super brand’ in India, where it is the second-most
trusted hot beverage brand, thanks to national and regional brands – Tata Tea
Premium, Kanan Devan, Chakra Gold, Agni, Gemini, Life and Tata Tea Gold.
 Tetley: Acquired by Tata in 2000, Tetley is currently enjoyed in 70 countries
worldwide and in close to 11 million UK homes. Tetley is a true leader in black tea,
decaffeinated and redbush, with fast growing green tea and innovative tea infusions
too. Currently market leader in the UK and Canada, the brand's strong innovation
agenda includes the first launch of Extra Strong tea for a fuller flavour and Infusions,
a liquid ‘Real Brew’ tea mix for water.
 Good Earth: One of the first American herbal tea companies and a leader in specialty
teas, Good Earth produces and markets fruit, medicinal, red, green, black, white and
organic teas. Today, its premium teas and coffees, all with ‘green’ packaging are
enjoyed across the US, Canada and the UK.
 Vitax: A part of the Tata Global Beverages’ portfolio since 2007, this is a well-
established fruit and herbal tea brand in Poland

24. 24
 Jemca: This is a market leading tea brand in the Czech Republic with a growing
range of fruit and herbal, black and green teas
 Tata Coffee: The well-known brands here include Mr Bean, Mysore Gold, Coorg
Pure, Tata Cafe and Tata Kaapi. The coffees are grown on 19 estates in the southern
states of India and produce about 10,000 tonnes of natural shade grown Arabica and
Robusta coffees.
 Eight O’clock Coffee: This is the best-selling whole-bean coffee in the United States
and the third-largest coffee brand by volume in the country.
 Grand: Joining the Tata family in 2009, Grand is one of Russia’s leading umbrella
beverage brands – known for its consistent quality, good value coffee, tea, cocoa,
chocolate, green tea and iced tea products – all made using natural, environmentally
friendly ingredients.
 Himalayan Water: A brand that has been a part of Tata since 2007. The water is
sourced directly from an underground aquifer located about 120 metres below the
earth's surface in the Shivalik range of the Himalayas, and is bottled at the source. To
know more, visitwww.himalayanmineralwater.com
 T!on: A new ‘good for you’ cold beverage launched in India in 2008
 SUKK: This is a brand new ‘jelly drink’ concept launched in the UK in 2010 To
know more, visit www.thecleverjellycompany.com
 T4KIDZ: This caffeine-free hot beverage, specially blended for kids by Tetley in the
UK, was launched in March 2010
Market of Tata Global Beverages
Tata Global Beverages Ltd’s sales growth in the September quarter improved to 12% from
6.5% seen in the three months ended June, chiefly due to faster growth in India.
The group’s annual turnover is US$1.5 billion (FY 2009/10) and it is the second-largest
player in tea in the world.
Its global expansion is highlighted by the fact that over 65 per cent of the consolidated
revenue originates from markets outside of India.
The group maintains a strong focus on consumer brands; more than 90 per cent of turnover is
delivered by its branded products.

25. 25
Over five years ago, nearly all the group’s turnover came from tea interests, but now the
figure is nearer 71 per cent, underpinning its successful diversification strategy and giving it a
leadership position in the ‘good for you’ beverage space.
But commodity inflation continued to cast a shadow over results, while tight cost controls,
lower interest costs and exceptional items contributed to the high profit growth.
Consolidated revenue rose 12.1% year-on-year to Rs. 1,630 crore, but operating profit margin
slipped by 59 basis points. One basis point is one-hundredth of a percentage point.
Input costs rose by 17.4%, and margins would have fallen further, but for slower increase in
employee costs, advertising and other expenses.
The company has been restructuring operations, which helped contain costs.
Lower loan levels have slashed interest payments, while exceptional items of expenditure
fell to Rs. 10.5 crore from Rs. 32.4 crore in the year-ago period.
As a result, net profit nearly doubled to Rs. 78.3 crore. Operating profit rose by just 4.7%,
indicating the extent of influence of non-operating factors in the company’s profit growth.

26. 26
Varying Strengths of Tata Global Beverages
Tata Global Beverages’ sales growth is healthy, but not uniform across markets.
Country Varying Strength (in %age)
US 30%
Canada and Australia -12.4%
UK and Africa 4.5%
Europe and Middle East 6.7%
South Asia 14.7
TOTAL 100%
Tata Global Beverages has done well in its home market in India, as market share rose over
the June quarter, with a volume share of 19.7% in the 12-month period till September
compared with 18.6% as of 30 June. A combination of price hikes and promotions
contributed to the sales growth of 14%.
-20 -10 0 10 20 30
US
Canada and Australia
UK and Africa
Europe and Middle East
South Asia
Varying Strength
Varying Strength

27. 27
Rising input costs remain a key concern for the company. Both coffee and tea prices have
come off their highs seen so far in 2011, but are still expensive compared with a year ago.
Ability to raise prices is constrained by the effect it could have on demand in both developed
and developing markets. In markets such as India, competition from both large and local
brands also makes it difficult to fully pass on cost hikes.
Input costs also make growing the business a bigger strain on the balance sheet, as working
capital needs rise. Compared with a year ago, Tata Global Beverages’ net working capital has
risen 27%. The company’s balance sheet position is, however, comfortable, with debt
of Rs. 1,088 crore and Rs. 1,596 crore in cash.
The benefits of lower interest costs and exceptional items are likely to taper off. Exchange
rate volatility is another risk, given the company’s presence in many countries. Sales growth
is healthy, but not uniform across markets, and levels seen in the September quarter may not
sustain.
The stock hit a 52-week low of Rs. 81 in October, but has recovered to around Rs. 90. If tea
and coffee prices remain soft, margins should improve in the next quarter. If the company can
grow sales by 8-10%, along with improving margins, it should lead to healthier operating
profit growth.

28. 28

29. 29
HIMALAYAN MINERAL WATER
Himalayan natural mineral water, one of the nature’s finest offerings, is now brought to you
from the house of TATA. What makes this water unique is that it spends 20 years getting
naturally purified as it gathers the benefits of organic materials like passing through layers of
rock, sand and clay high ups in the Himalayas.
The source:
The water is sourced from an aquifer beneath the surface and bottled at source, completely
untouched and uncontaminated by the human hands.
Natural Purification:
Purified by natural filters in the form of sand, rocks, and clay, the water is pure and 100%
bacteria free
Mineral Content:
Himalayan Natural Mineral Water contains a plethora of natural minerals such as
magnesium, potassium, bicarbonates, and chlorides, fluorides, sulphates, and silica that
impart their goodness when the water is consumed.

30. 30
The company claims the qualities of Himalayan Natural Mineral Water are different and
better than the other packaged drinking water brands.
These qualities that make Himalayan Natural Mineral Water a preferred choice are as
following:
Himalayan Other packaged drinking water
brands
Pristine water from the Himalayas.
The catchment area has no human
activity and is pollution free.
Municipal water, open air wells,
and shallow bore wells in high
human activity zones.
Every drop travels through layers of
rock, sand, and clay for a period of
20 years. These layers act as natural
filters and keep the water pure and
100% bacteria free.
The water is treated through various
physical and chemical processes
(UV Purification, Reverse Osmosis,
Ozonification, Carbon filtration,
etc.).
Bottled at the water source at
Dhaulakua, Himachal Pradesh.
Multiple facilities close to the
market.
Naturally enriched with vital
minerals without diluting the taste
and feel.
No naturally present minerals.
The Source
The Purification
Process
The Bottling Plant
Mineral Content

31. 31
Competitors of Himalayan Mineral Water
Himalayan mineral water being one of the major Mineral Water brands has many
competitors. They are discussed below:
 Evian Mineral Water, and
 Perrier Mineral Water,
They are explained as under:
 Perrier Mineral Water:
Perrier is a brand of bottled mineral water made from a spring in Vergèze in
the Gard département of France. The spring is naturally carbonated. Both the water and
natural carbon dioxide gas are captured independently and in the bottling process, the carbon
dioxide gas is added so that the level of carbonation in bottled Perrier is the same as the water
of the Vergèze spring. Perrier is available in Europe in one liter, 75 cl, and 500 ml bottles,
and in 33 cl cans. Most Perrier bottles are green and all have a distinctive 'teardrop' shape. It
is one of the most commonly available bottled waters in France. In August 2001, the
company introduced a new bottling format using polyethylene terephthalate to offer Perrier in
plastic, a change that took 11 years to decide which material would best help retain both the
water's flavor and its purported "50 million bubbles."

32. 32
 Evian Mineral Water:
Evian, is a French brand of mineral water coming from several sources near Évian-les-Bains,
on the south shore of Lake Geneva.Today, Evian is owned by Danone Group,
a French multinational company. In addition to the mineral water, Danone Group uses the
Evian name for a line of organic skin care products as well as a luxury resort in France.

33. 33
PROCESS LAYOUT OF THE VINAYAK AGENCIES
The process layout of Vinayak Agencies is explained with the help of the following diagram:
Ware house
of Vinayak
Agencies
Vinayak
Agencies
Various
Marketing
Executives
In-house
Delivery
Centre
Various Business
Groups
OrdersandFeedback
Cataloguesandsamples
Appoints
Communicates
orders / feedback
Sends
requirement
Dispatchoforder
Delivery

34. 34
Process Layout
The process of the distribution and delivery mechanism of Vinayak Agencies with the help of
the diagram can be explained as:
 The first step is taken by the Vinayak Agencies by appointing various Marketing
Executives for the distribution and sale of Tata Global Beverages in Pune.
 These Marketing Executives approach various business units such as the prominent
Premium Hotels, corporate, Airlines, and Fine dines and Clubs.
 The Marketing Executives communicates the various services of the Vinayak
Agencies and the price quotations along with the sample of the Himalayan Mineral
Water and Tata Tea to the Business Units.
 The Business Units give their response and places their orders through the Marketing
Executives to the Vinayak Agencies.
 The Marketing Executives in turn communicates the response and the order to the
Company Office in Market Yard.
 The Agencies further sends the requirement to the warehouse of the agency. The
warehouse manager further does the following task:
a) Checking the stock for the required goods
b) Quality check
c) Quantity check
d) Packaging of the order
e) Dispatching to the In-house delivery centre
 The order is dispatched to the In-house delivery centre. This centre ensures the safe
delivery of the goods to the choice of place of the various Business Units.

35. 35
RESEARCH DESIGN
Objectives of the Research
There are various objectives of the research, they are as following:
 To establish various Promotion Mix and the Process mix of the two products,
 To bring out the various point of views of both Corporate Buyers and Individual
Customers,
 To extend the Knowledge of Readers, and
 To bring out Relative Information from the research.
Sampling
The samples have been taken to conduct the research work. They are:
 Luxury Hotels,
 Corporate,
 Fine dines,
 Departmental Stores, and
 Clubs.

36. 36
Collection of Data
The data collected is primary and first hand. The data was collected by conducting telephonic
interviews with the Purchase Manager of the various business units. The Secondary data will
also by the collections from the already published or documented sources such as price lists
of the products, catalogues and leaflets of the products and the articles posted on the website
of the company and various other web sites.
Sample Size: 30
Sample Conducted On: The sample was conducted on the various Hotel groups and Fine
Dining Chains in Pune.
Sample Collection Method: Telephonic Interview.

37. 37
ANALYSIS OF THE DATA COLLECTED
1. Which natural Mineral Water are you using?
MINERAL WATER NUMBERS PERCENTAGE
Himalayan Mineral Water 4 13.33%
Evian Mineral Water 0 0%
Perrier Mineral Water 1 3.33%
Others 25 83.33%
TOTAL 30 100%
From the research conducted, the analysis about the usage of the different mineral water and
packaged drinking water demanded by the various three star plus hotels that can be drawn is
that most of the major hotels and restaurants demand the various normal packaged drinking
water rather than the mineral water.
The facts are supported by the statistics shown above with the help of pie diagram that clearly
states that around 13.33% of the sample of the research demand the Himalayan Mineral
Water by their respective distributors and 3.33% of the hotels included in the research go for
Perrier Mineral Water and none of the major hotels in Pune demand Evian Mineral Water.
In contrast to above statistics 83.33% of the hotels included in the research are heavily
demanding the packaged drinking water.
USAGE
Himalayan Mineral
Water
Evian Mineral
Water

38. 38
2. Did your business unit ever use Himalayan Mineral Water?
USE OF HIMALAYAN
MINERAL WATER
NUMBER PERCENTAGE
Yes 15 50%
No 15 50%
TOTAL 30 100%
PRESENT USAGE OF
HIMALAYAN MINERAL
WATER
NUMBER PERCENTAGE
Still Using 4 26.66%
Left Using 11 73.33%
TOTAL 15 100%
The research shows that half of the sample taken has demanded the Himalayan Mineral
Water from the respective distributors of Tata Global Beverages. But only few of such hotels
have continued with the same i.e. out of the 15 business units that have used the Himalayan
Mineral Water in the past, only 26.66% of them are still demanding the same and the rest
have terminated their contracts with the distributors of Tata Global Beverages. This is evident
from the pie diagram on the right. This also further establishes the fact that the various
distributors of Tata Global Beverages are reaching out to various prominent hotels and
restaurants in Pune city to carry out the most effective way of promoting the Himalayan
Mineral Water i.e. personal selling and distributing free samples.
Use Of Himalayan
Mineral Water
Yes
No
Present Usage of
Himalayan Mineral
Water
Still
Using
Left
Using

39. 39
3. In case your business unit have used Himalayan Mineral Water in
the past, please mention the reason for the shift.
Reasons of the change
from Himalayan
Mineral Water
Numbers Percentage
Expensive 3 27.27%
Taste not liked by the
customers
4 36.36%
No response from the
distributor
4 36.36%
TOTAL 11 100%
But the two major factors responsible for the shift that can be drawn from the research are the
price of Himalayan Mineral Water and the taste of the water. The customers of the major
Hotels and restaurants in Pune are not ready to pay 25 INR for a bottle of 1 litre. They are
satisfied by paying 14 to 18 INR a bottle of 1 litre of normal Packaged Drinking Water. Thus
the Hotels give this as a major reason for the shift. They simply say ‘THE HIMALAYAN
MINERAL WATER IS VERY EXPENSIVE’. The second major reason being the taste not
liked by the customers also holds a majority in the research. Water, which is such an
important commodity for the existence of mankind, is not accepted in other form and taste.
the satisfaction that the Water provides is the sole requirement of the customers. The
customers are reluctant to make any changes in the taste and preference of the Water. The
customers are not used to the taste of direct spring water, that most of the Mineral Water
brands are providing. They are used to the processed water that tastes completely different on
the tongue and thus the Himalayan Mineral Water makes them uncomfortable and they are
left unsatisfied.
Reasons of ths Change from Himalayan Mineral Water
Expensive
Taste not liked by the
customers
No response from the
distributor

40. 40
4. Does your business unit avails any kind of discounts from your
distributor on the Packaged Mineral Water?
The above pie chart shows that 90% of the business units taken for sample avail some
or the other kind of discounts and wavers extended by their respective distributors of
drinking water.
This also highlights a trend that has established its roots in the service market and i.e.
the technique of attracting customers of various segments, be it the business units or
the individual customers by extending discounts or wavers in the process of the
service.
Discounts
Yes No
AVAILING
DISCOUNTS
NUMBERS PERCENTAGE
Yes 27 90%
No 3 10%
TOTAL 30 100%

41. 41
5. Which kind of promotion did your distributors do?
PROMOTION
STRATEGIES
NUMBERS PERCENTAGE
Free Samples 0 0%
Corporate Discounts 12 40%
Free Delivery 18 60%
Others 0 0%
TOTAL 30 100%
It has been observed that promotion of the service has become the need of the hour. It
is the era where the sale of the product or service depends to a great extent on the
promotion strategies used by the companies.
It is evident from the research that most of the distributors of the Mineral Water and
the normal Packaged Drinking Water are going for two kinds of major promotion
strategies i.e. the corporate discounts or the early bird discounts and free delivery.
Around 60% of the business units were given some kind of early bird and corporate
discounts by the distributors. The rest were given free delivery for life time by the
distributors.
Promotion Strategy
Free Samples
Corporate Discount
Free Delivery
Others

42. 42
6. What is the credit policy you get for the Packaged Mineral Water
from the distributor?
Credit policy is the time taken by the business units / hotels and restaurants to clear their
pending amount of the previous stock received in a given time period. The credit policy is
decided by the distributor. It can vary from one day to sixty days. The business units which
avail the credit policy from their distributors vary from one day to sixty days. 10.71% of the
business units avail 40 to 60 days of credit policy, 57.14% of business units avail 20 to 40
days of credit policy, and 32.14% of the business units avail 0 to 20 days of credit policy. Out
of this 14.28% of business units clear their bills immediately. There are some business units
who do not want to disclose the credit policy of their distributors.
0
2
4
6
8
10
12
14
0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60
Credit Policy given by the Distributors
Credit Policy given by the
Distributors
Credit policy of the
distributor
Numbers
0 to 10 Days 5
10 to 20 Days 4
20 to 30 Days 2
30 to 40 Days 14
40 to 50 Days 2
50 to 60 Days 1
TOTAL 28

43. 43
7. How would you rate the delivery efficiency of your distributor on
the scale of 10?
DELIVERY
EFFICIENCY OF THE
DISTRIBUTORS
NUMBERS PERCENTAGE
Not Satisfied 11 36.66%
Just Satisfactory 17 56.66%
Efficient 2 6.66%
TOTAL 30 100%
More than half of the business units taken for sample are averagely satisfied with their
respective distributors. They have marked their efficiency between 5 and 8 on the
scale of 10, which is Just Satisfactory according to the survey and 36.66% of the
sample have marked the efficiency between 1 and 4 on the scale of 10.
This clearly states the fact that somewhere or the other, the distributors of Water is
lacking the quality of serving efficiently. They are not being able to keep their clients
happy and satisfied which is the key to the successful service industry.
Only 6.66% of the business units have marked the efficiency of their distributors as 9
or 10 on the scale of 10. This is a contrasting figure to the shocking 57%, who are not
completely satisfied.
Delivery Efficiency Of The Distributor
Not Satisfied
Just Satisfactory
Efficient

44. 44
8. If your business unit has never used Himalayan Mineral Water,
Please mention the reason of not at all choosing the brand.
Reasons for not choosing
Himalayan Mineral Water
Numbers Percentage
No brand awareness 5 33.33%
The cost factor 10 66.66%
TOTAL 15 100%
The first reason – the cost factor. They consider Himalayan Mineral Water to be expensive
and they are convinced that their clientele will not approve of the brand with high prices and
will not accept it.
The second reason – no brand awareness. The business units are not aware of the brand called
Himalayan Mineral Water. This shows the lack of adequate promotion and advertisement of
the brand.
The Tata Global Beverages are not being able to reach to their potential customers as far as
their brand Himalayan Mineral Water is concerned. In this particular research, 16.66% of the
business units are not aware of the brand.
Reasons for not choosing Himalayan Mineral Water
No brand awareness
The cost factor

45. 45
9. Are you and your customer satisfied with the Natural Mineral
Water you purchase?
CUSTOMER
SATISFACTION
NUMBERS PERCENTAGE
Satisfied 29 96.66%
Not Satisfied 1 3.33%
TOTAL 30 100%
The survey indicates that almost all the customers of the business units who finally
consume the Packaged Water are satisfied. This also brings out the fact that most of
the customers of the hotels and the restaurants go for normal Packaged Drinking
Water instead of the Mineral Water. It is because of this reason that the hotels and
restaurants are not demanding the various brands of Mineral Water. The customer
satisfaction is 100% in those business units who use Himalayan Mineral Water and
the customers who use Perrier Mineral Water are not satisfied. But in contrast to this
maximum customers of maximum business units in Pune are more or less satisfied
with the normal Packaged Drinking Water.
Customer Satisfaction
Satisfied
Not Satisfied

46. 46
10.Please give your suggestions. Your suggestions are valuable.
Out of the sample taken, only 50% had suggestions or comments for the Himalayan
Mineral Water.
And out of those business units, only 6.66%, i.e. 1 of the business group is completely
satisfied with the services of the distributors of Himalayan Mineral Water and the
quality of water. Rest all the business units have given negative comments and
suggestions for improvement.
After analysing and understanding the sample, the following suggestions could be
drawn, they are explained as under:
 Decrease in Price: This is the suggestion given by 46.66% of the sample.
 Improvement in Taste: This is the suggestion given by 6.66% of the sample
 Improvement in the Promotional Strategies: This is the suggestion given by
20% of the sample.
 Service Delivery: This is the suggestion given by 6.66% of the sample

47. 47
CONCLUSION
From the research it is very well highlighted that the use of Himalayan Mineral Water is very
less as compared to the Regular Mineral Waters.
The reasons for the same can be concluded as the following:
 High Price,
 Poor Distribution Channels,
 Poor Promotional Strategies, and
 The Difference in the Taste.
The less use of the Mineral Water, as in the case of The Himalayan Mineral Water is also
evident from the fact that very few Business Units are placing orders for The Natural mineral
Water Brands.
As far as the Promotion of the delivery and efficiency is concerned, The Himalayan Mineral
Water takes complete care of it, just as the other brands.
The Promotion strategies that The Himalayan Mineral Water does are as following:
 Free Sample Distribution,
 Free Delivery,
 Delivery Convenience,
 Various Discounts, and
 Credit policies.
Such Promotional Strategies are being used exclusively to Promote Himalayan Mineral
Water.
This also brings out the fact that the Physical Goods Industries make a lot of use of the
Service Industries in order to grow, sell and expand. In this case, Vinayak Agencies are
providing distribution services to Tata Global Beverages.
The delivery efficiency which is an integral part of the Distribution and Process Mix plays an
importance.

48. 48
There are many Business Units who are turning down the use of the products due to the
inefficient and ineffective delivery services.
Thus the importance of the delivery can also be concluded from this product.
Lastly, the overall satisfactions, not of the Business Units but the Customers who ultimately
consume the products are not satisfied.
The overall of the customers are very low as far as The Himalayan Mineral Water is
concerned.
The satisfaction level of the customers who consume The Regular Drinking Water is very
high. It is very close to 100%.
The factors which are considered while checking the satisfaction levels are as following:
 The Price,
 The Taste of the Water,
 The Availability,
 The Variants (various bottles of different capacities), and
 The Packaging of the Mineral Water.
Limitations of the Research Conducted
There few limitations which were faced while conducting the research. These limitations of
the research conducted are stated below:
 Telephonic Barriers,
 High Cost,
 Language Barriers,
 High Time Consumption,
 Absence of Natural Expressions, and
 Difficulty in Making the Interviewee Understand the Cause of the Research

49. 49
These limitations which were faced while conducting the research are explained in detail
below:
 Telephonic barriers:
The Telephonic Barriers which were faced while conducting the research are listed
below:
a) Low Network Connectivity,
b) Background Noise,
c) Distortion, and
d) Call Drop.
Such Telephonic Barriers had created a major limitation while conducting the
research as it was becoming difficult to talk to the interviewee.
 High Cost:
The call rates have come down in the past decades to a gradual extent, but this does
not make the Telephonic interview any less costly.
As compared to the other modes of data collection, this comes out to be a very
expensive affair. This is also one of the major limitations of conducting Telephonic
Interviews.
 Language Barrier:
Language becomes a barrier especially when the two persons on the phone line
cannot understand or communicate in one common language known to both of them
and the inability of the person to make the person understand his or her side of the
story makes it difficult to conduct a telephonic interview.

50. 50
 High Time Consumption:
The telephonic interview demands the interviewer to explain the purpose and
objective of the research and the meaning of each and every question in the
questionnaire in order to get an accurate analysis of the questionnaire. This takes time
and this makes it a time consuming method. This also is one of the major drawbacks
of conducting telephonic interviews.
 Absence of Natural Expressions:
It is rightly said that “Action speaks louder than words”. Thus the Physical
Expressions and actions play a very major role in collecting data. The interviewer in
case of the face-to-face interview has this advantage of analysing the data with the
help of words as well as the expressions of the interviewee.
 Difficulty in Making the Interviewee Understand the Cause of the Research:
In telephonic interview, sometimes it is very difficult to make the interviewee
understand the cause of the research. Sometimes it is very difficult to make the
interviewee understand as to why is he or she being interviewed. This was a major
limitation which was faced while conducting the research

51. 51
Recommendations for Further Research
There are few recommendations which have been made as they need to be kept in mind
while conducting further research to avoid the limitations while conducting the research:
 The interview should be conducted in person and not telephonically. The interview
should be conducted face-to-face. This gives scope of more accurate results with the
help of the body language and expressions of the interviewer.
 The data collection method should be improvised, so that it comes out to be as cost
efficient as possible. The telephonic interview comes out to be expensive and thus, a
better and cost efficient method must be selected.
 The collection of data should be collected in as less time as possible, as analysing the
data consumes a lot of time. Therefore the collection of data should consume less
time.
 The previous literature reviews of the current topic of research should be taken into
account and should be used for collecting the secondary data for conducting the
research.
 The questionnaire should be designed or should be made very easy so that the
interviewee can understand it easily and can give a proper opinion of his own,
especially when one is conducting a survey on such topic where the important people
are to be interviewed, such as the managers or owners of the big and prominent five
star Hotels and restaurants. These people do not have time for such surveys, thus the
questions should be as compact and easy as possible.

52. 52
APPENDIX
Date:
To,
Dear Sir/Madam,
Thank you for expressing an interest in our Brand Himalayan Natural Mineral Water.
Furthermore to the meeting with you we are forwarding a brief write up about our company
( TATA Tea) giving you nuances of the processes and an overview about our brands.
You would be happy to note that Himalayan Natural Mineral Water has been declared by the
CSE study to be the safest bottled water in India.
Himalayan Natural Mineral Water also happens to be the only Natural Mineral Water in
India. Never processed, treated or altered in any manner, We have a considerable presence in
the Hotel, Airlines, Hospitality chains, Multiplexes & Fine dining segment all across India.
As a very special case we are giving you our quote with a special price which is as under:
Product Packaging Price per
bottle
Vat (12.5 M.R.P
Himalayan Natural Mineral Water 1 L 1x12 18.18 2.27 25.00
Himalayan Natural Mineral Water 500 ml 1x30 10.90 1.36 15.00
Himalayan Natural Mineral Water 200 ml 1x48 07.27 0.91 10.00
Scheme: On purchase of 12 cases of 1 L, 2 cases free.
Commercial terms: 15 days from submission of Invoice.
Suppliers Name: Vinayak Agencies 41030811, OR ROHAN 9765290206.
Looking forward to a mutually beneficial and long term association with you.
Thanking you,
From,
Tata Tea Ltd.
Aspi.N.Dubash
9223583682

53. 53
QUESTIONNAIRE
NAME:
NAME OF THE BUSINESS UNIT:
DESIGNATION OF THE INTERVIEWEE:
1. Which Natural Mineral Water are you using?
a) Himalayan Mineral Water
b) Evian Mineral Water
c) Perrier Mineral Water
d) Mention if any other: ___________________
2. Did your business unit ever use Himalayan Mineral Water? This question has to be
taken up by the person if he or she has chosen option (b), (c) and (d) in question 1.
a) Yes
b) No
3. In case your business unit have used Himalayan Mineral Water in the past, please
mention the reason for the shift:
_____________________________________________________________________
_____________________________________________________________________
4. Does your business unit avails any kind of Discounts from your Distributor on the
Packaged Mineral Water?
a) Yes
b) No
5. Which kind of Promotion did your Distributors do??
a) Free Samples
b) Early Bird Discounts / Corporate Discounts
c) Free Delivery

54. 54
d) Mention if any other :
_____________________________________________________________________
_____________________________________________________________________
6. What is the Credit Policy you get for the Packaged Mineral Water from the
Distributor?
_____________________________________________________________________
_____________________________________________________________________
7. How would you rate the delivery efficiency of your distributor on the scale of 10?
_________________
1 2 3 4 5 6 7 8 9 10
1- 4 not satisfied
5- 8 just satisfied
9- 10 efficient
8. Please mention the reason of not using The Himalayan Mineral Water?
_____________________________________________________________________
_____________________________________________________________________
9. Are you and your customer satisfied with the Natural Mineral Water you purchase?
a) Yes
b) No
10. Please give your suggestions:
_____________________________________________________________________
_____________________________________________________________________
Your suggestions are valuable.
Thank you for your time.

55. 55
BIBLIOGRAPHY
 http://dl.dropbox.com/u/5973996/Users/Yogesh/01%20Nov/G-
m2m%20global%20beverages.pdf
 http://dl.dropbox.com/u/5973996/Users/Yogesh/01%20Nov/G-TATA-WEB.pdf
 http://www.evian.com/
 http://en.wikipedia.org/wiki/Tata_Global_Beverages#See_also
 http://www.finewaters.com/Bottled_Water/France/Perrier.asp
 www.google.com
 http://www.himalayanmineralwater.com/
 http://www.livemint.com/2011/11/01230514/Tata-Global-Beverages-US-Ind.html
 http://www.livemint.com/2008/06/05001936/Tata-Tea-to-launch-enriched-Hi.html
 http://www.livemint.com/2008/06/05001936/Tata-Tea-to-launch-enriched-Hi.html
 http://www.mid-day.com/news/2005/feb/104273.htm
 http://www.moneycontrol.com/competition/tatatea/comparison/TT
 http://www.naranggroup.com/
 http://www.oxyrichwater.net/iso.htm
 http://www.perrier.com/EN/index2.asp
 http://www.quawater.com/
 www.slideshare.com
 http://www.tata.com/businesses/sectors/index.aspx?sectid=aZ72PXPwpaI=#Consume
rproducts
 www.tatatea.com
 http://www.tataglobalbeverages.com/Pages/sustainability.aspx
 http://www.tataglobalbeverages.com/Pages/Our-brands/Brands-
overview/Himalayan%20Water
 http://www.tata.com/media/articles/inside.aspx?artid=cb99v06R9fg=
 http://www.valuenotes.com/research-analysis/company/company-
overview.php?cc=MTI2NjAwMDYuMDA=
 Business cards of the customers/ business units of Vinayak Agencies
 Pamphlet of Himalayan Mineral Water, Date: 1st May, 2010
 Price list of Himalayan Mineral Water of Vinayak Agencies, Date: 1st May, 2010
 Price list of Tata Tea of Vinayak Agencies, Date: 1st May, 2010