Case study:Bisleri

PRESENTED BY: ANKITA DESAI P911

NIRALI DESAI P912
ANEESH DESHPANDE P913
PANKAJ DHINGRA P914
VARUN DOSHI P915
CHERYL D’SOUZA P916
TEJAS EKBOTE P917
PRATIK GADADE P918
RESHMA GAIKWAD P919
SUMIT GUPTA P920
 Background

• Parle Bisleri was synonymous with branded

drinking water and held a market share of 70% in the
early 1990s.
• Entrance of new competitors in the late 1990s.
• Difficulty in differentiating itself from competitors.
• “Pure and safe” campaign.
• Aimed to have a turnover of Rs 10 billion by 2003.
 Need Identification

Need in the Bulk pack segment –Large shops and

Complexes. 40% of the branded water consumption
was in eateries, homes and restaurants.

Need in the Smaller Segment-Introduction of 300 ml

cups for marriages and conventions

Need of the 1.2 litre segment was identified which

helped in achieving greater profit margin.
 Segmentation And Targeting

Premium Segment: Dominated by Foreign Brands.

Bisleri never tried to enter this brand.

Popular Segment: Came to known as Common mans

Brand.

Bulk Segment: the bulk segment(5 and 20 litres)

accounted for 20% of Bisleri’s revenues and by 2001
 Positioning

Positioned itself as a bottled water company Offering

pure and clean drinking water.
Pure and Safe ad campaign: Convinces the
consumers that it was the only pure and safe
branded water in the market.
Shift from Pure and Safe to Play Safe
Play Safe ad campaign: Targeted young people. The
campaign focussed on the need to make sure that
young people are safe even when they are having fun.
Introduced products like Bisleri Natural Mountain
Water
 Pricing

Launch of 1.2 litre pack priced at Rs 12.

Total cost of a crate of 1.2 litre bottles to the
company – Rs 60.87.
The retailer price for a crate of 1.2 litres bottles –
Rs 120.
The company’s margin - Rs 59.13 per crate.
The comparable margin for a crate of 1 litre bottles –
Rs 44.57.
Company had an extra Rs 14.56 per crate.
Bisleri planned to spend this amount on advertising
and marketing.
 Packaging
Started with glass bottles then moved to PVC
bottles and finally PET bolltles
8 unique pack sizes available in 250ml cups, 250ml
bottles, 500ml, 1L, 1.5L, 2L which are the non-
returnable packs & 5L, 20L which are the
returnable packs.
Blue color to Aqua green

Available in hexagonal (500ml and 5l) and circular

shape(1l,2l)

Changed the circular tag to display the name

to vertical tag on bottle.

Patent the hexagonal shape so that it cannot be

adopted by others

Breakaway seal
 Advertising

Bisleri’s ‘Pure And Safe’ campaign.

Ad campaign to create a distinct brand image ‘There
is just one Bisleri’.
Vertical labeling.
Shift in positioning.
‘Play Safe’ campaign.
Targeting youth with a social message
 Current Scenario

Bisleri has 60% market share in Packaged drinking

water.
Its portfolio includes Bisleri with added minerals,
Bisleri Mountain water, and Bisleri Fuzzy soda.
It changed the colour of its bottle cover from blue to
green in 2006.
It currently has 52 bottling plants across India
 Learning from the Case

Sense the need in the market and create a product

One has to do things differently if one wishes to stay
ahead of their competitors
Strong distribution network always helps in reaching
out to a large number of consumers
Right packaging and advertising is extremely important
to clearly put forth your product to the consumers
Diversify your product so that it appeals to a broader
consumer base
Modify the product according to the changing times
Thank You