Water is the most important liquid in the world.

Without water, there would be no life, at

least not the way we know it. In today's living condition, the need for Pure Drinking
Water is becoming the issue for the common Man.
Water - the Beverage your Body Needs Most

BISLERI - COMPANY PROFILE

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was
started by Signor Felice Bisleri who first brought the idea of selling bottle water in India.
Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles
under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally
advanced to PET containers. . Parle's taking charge of Bisleri did not make a dramatic difference to
the brand's fortunes immediately. While it did gain in terms of visibility and reach (piggybacking on
Parle's existing distribution network), efforts to expand the bottled water market were not exactly
painstaking. Parle at that particular time was interested in making soda water and not mineral
water. There were just minor initiatives on part of the company for making mineral water, as it was
not considered to be a very profitable business at that time as people still considered boiling water
to be a safer and better than mineral water. Moreover they were not ready to pay for a commodity
like water, which was so abundantly available.
In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly
made a difference in the sales. The buyers, then, were mainly the upper class - the trendy people.
In 1993, Coca-Cola bought Parles soft drink brands- Thumps-up, limca etc. While Coca-Cola
actually bought over Parle's beverages, it agreed to a settlement that allowed the multinational to
bottle and distribute Bisleri soda for a time frame of five years. The charge of Bisleri water,
however, remained with Parle. The upsurge in the sales of Bisleri started from this point as Parle
sold off its stable of brands to Coca-Cola. This was the time when it started concentrating on
making Bisleri a success in the domestic mineral water market. The reason why Parle chose to
retain the Bisleri name was that Parle saw a fairly lucrative business of mineral water in Bisleri's
equity.
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the
turn over has multiplied more than 20 times over a period of 10 years and the average growth rate
has been around 40% over this period. Presently we have 8 plants & 11 franchisees all over India.
We have our presence covering the entire span of India. In our future ventures we look to put up
four more plants in 06-07. We command a 60% market share of the organized market.
Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India, has made
us synonymous to Mineral water & a household name. When you think of bottled water, you think
Bisleri.
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need
of every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are
the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer
has been offered Bisleri water, however in our effort to bring to you something refreshingly new,
we have introduced Bisleri Natural Mountain Water - water brought to you from the foothills of the
mountains situated in Himachal Pradesh. Hence our product range now comprises of two variants :
Bisleri with added minerals & Bisleri Mountain Water.

Account targeting strategy

Simple target...thirsty people who want and can afford bottled

water
How have they done it
Demographic
1) Income group- middle , upper middle and high income
group
2) Lifestyle- outdoor and sports oriented
3) Consumption avenues- commercial- 20ltr
Home 1ltr to 20 ltr
4) Age- for all ages who need water
5) Marriage purpose..small packs 300 ml

Geographic
1) Hotels and resort in tourist destination
2) Urban areas with malls, mmultiplexes and restyuarant
3) Areas with water scarcity or bad quality
4) Small, Large shops and complexes

Psychograpohic
Urban population
Health conscious

Relationship strategy used by bisleri is