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A COMPARATIVE BRAND ANALYSIS

& MARKETING RESEARCH OF

BISLERI
VIS – A – VIS ITS COMPETITORS:

AQUAFINA, HELLO & KINLEY

SUBMITTED PARTIAL FULFILLMENT OF THE REQUIREMENT OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
S UBMITTED BY:
KARTIK SAHAI
ENROLLMENT NO. 0941411706

SESSION 2006-2009

GURU GOBIND SINGH
INDRAPRASTHA UNIVERSITY

ACKNOWLEDGEMENT

The present work is an effort to throw some light on “Brand Analysis & Market
Research Of Bisleri A comparative analysis with three competitors 'Acquafina',
'hello' & 'kinley' ”. The work would not have been possible to come to the present
shape without the able guidance, supervision and help to me by number of people.
With deep sense of gratitude I acknowledge the encouragement and guidance received by
my organizational guide
I convey my heartful affection to all those people who helped and supported me during
the course, for completion of my Project Report.

EXECUTIVE SUMMARY

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.
There are rapid changes that are taking place in our environment since long and the
air and the water pollution is on an increase. The main source of drinking water is
river and downstream which have also not been able to escape the pollution.
When a consumer became aware of the problems caused by water pollution the
market saw an advent of ceramic water filters, which filters the dust and suspended
particles but dissolved impurities and microbiological impurities are not cleared out.
The mineral balance is also not maintained.
A Research Methodology defines the purpose of the research, how it proceeds, how to
measure progress and what constitute success with respect to the objectives
determined for carrying out the research study.
The appropriate research design formulated is detailed below.
Exploratory Research: This kind of research has the primary objective of development
of insights into the problem. It studies the main area where the problem lies and also
tries to evaluate some appropriate courses of action.
The research methodology for the present study has been adopted to reflect these
realties and help reach the logical conclusion in an objective and scientific manner.
The present study contemplated an exploratory research
The following are the main objectives of my Research study:To make a brand analysis of Bisleri as a Brand. To conduct a market survey of Bisleri.
The affects on Bisleri sale, profit and market share after the launch of ‘Acquafina’ by
Pepsi and ‘Kinley’ by coca cola. To find out the current position of Acquafina, hello
and Kinley mineral water. Threats caused by Aquafina, Kinley and hello to Bisleri.
Strategies and measures adopted by Bisleri to counter the competition by hello &
Kinley.

TABLE OF CONTENTS

1.

INTRODUCTION

1-3

Introduction to mineral Water Industry-current Scenario

4

Mission of Bisleri

5

2.

RESEARCH METHODOLGY

6

Objective

Source of data

8

Sample design

9

3.

COMPANY PROFILE

7-9

10-19

Marketing mix of Bisleri

20-23

Promotional Activity

24-41

SWOT analysis

42

4.

FINDINGS OF RESEARCH

43-70

5.

CONCLUSION

71-73

6.

RECOMMENDATIONS

74-76

7.

ANNEXURE

77-82

8.

BIBLIOGRAPHY

83-84

Essentially. The third type was the cleanest – drinking water – and was very often boiled before use. Microbiological-Bacteria / virus. which was used for cooking. Late 1980's witnessed Ultra Violet based purifier. Thus came advent of mineral water. there would be no life. was cleaner and kept covered. It maintains the odour and colour of water but does not clear out the dissolved impurities and mineral particles. which are root cause of water borne diseases. . Historically. 1. which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained.INTRODUCTION Water is the most important liquid in the world. the need for purified water within Indian homes had been kept down to a minimum. The main source of drinking water is river and downstream which have also not been able to escape the pollution. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. at least not the way we know it. When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters. the need for Pure Drinking Water is becoming the issue for the common man.chemical. Eighty percent of the human metabolism consists of water. Without water. It deactivates microbiological impurities to an extent but has side effects due to iodine and does not take care of dissolved impurities mineral balance. which filters dust and deactivates bacteria to a great extent. there were three types of water that was used for different purposes. Dissolved impurities . 1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the water. There are 3 types of water impurities. The first type was used for rinsing. 2. The second type. Imbalance of Mineral Content. In today's living condition. 3. This is the reason why 90% of human diseases are water borne.

There was no visible way to demonstrate the benefit. Ion Exchange was the only company which had any measure of success in entering homes with Zero-B. drinking water became an issue again. not more than five or six litres a day. while the mineral water players went after travelers." .Since an average family needed a small quantity. But clean drinking water returned on the national agenda a little later. Around 1989.” The otherwise somnolent market began to change once companies like Eureka Forbes targeted the office segment. “Around early 1990sTime did a story on India as a key emerging market and that was the trigger for all the players eyeing this market. boiled and filtered water had been a convenient solution for some time. The fallouts were obvious. “It was very difficult to convince the people that purification system was worth the price.

of which the branded market accounts for Rs. would be 'purified bottled water. In recent years. 100 crore. Brittania. however. The growth of the category indicates the need for this 'mineral water' and the fact that heavyweights are eyeing the segment points to the potential that is seen in this market. A better description of bottled drinking water sold in India therefore. Auswater-are keen on raising their stakes in the Rs. The country's bottled water business is estimated to be around Rs. Mineral water in Western countries is obtained from natural springs and is. as the quality of tap water is bad and is rapidly deteriorating. Coke's Kinley. 700 million litre market. the bottled driving water market has been witnessing high-decibel levels of activity. with a 1-litre bottle being priced a hefty Rs. Most of the bottled water passed off as mineral water in India. Evian. . 700 crore. The market is still growing – at a rate greater than 80% per annum. Currently. Kingfisher.INTRODUCTION TO MINERAL WATER INDUSTRY CURRENT SCENERIO The best beverage for India in the new millennium seems to be water. shows the perceived potential India presents in this product category. Clearly targeted at the premium segment of consumers. the high-priced mineral water from the French Alps. 700 crore and about 700 million litres in volume. In India. The rest is accounted for by the unorganized sector which is dominated by small regional players.has only Rs7bn of market share. Nestle. the core proposition of bottled drinking water lies in hygiene.branded mineral water -. with a host of new entrants swelling the clutter. named after those springs. Pepsi's Aquafina. The entry of Danone’s brand. This is in stark contrast with the West where 'mineral water' indicates the attendant minerals present in the water. 1. The organised sector -. With over 200 players jostling to be the thirst quenching favourite of the Indian consumer. the brand is being distributed in the country by Britannia Industries. boiled or purified by other means such as reverse osmosis. Evian has more of an institutional presence (five star hotels) than on the retail shelves. 80 The market today has grown to more than Rs15bn. is filtered. generally. the business is growing at a rate of over 50 per cent annually.

Today there are more than 200 brands, out of which 10 of them are from top
companies.
In the branded segment, Parle’s' Bisleri 'is the market leader with a share of more than
45%. Parle Agro’s' Bailey' comes a close second with market share of 15%. Other
major players in the market are' Yes 'of Kotharis, 'Ganga' of T-Series,
'Himalayan,' Hello', Prime,' Florida' etc.

MISSION OF BISLERI
“To provide the highest quality product, keeping in mind all aspects including
freshness, purity and safety, and making it easily available to the consumer at a very
affordable price”.

RESEARCH METHODOLGY

 A Research Methodology defines the purpose of the research, how it proceeds,
how to measure progress and what constitute success with respect to the
objectives determined for carrying out the research study.
The appropriate research design formulated is detailed below.
 Exploratory Research: This kind of research has the primary objective of
development of insights into the problem. It studies the main area where the
problem lies and also tries to evaluate some appropriate courses of action.
 The research methodology for the present study has been adopted to reflect
these realties and help reach the logical conclusion in an objective and
scientific manner.
The present study contemplated an exploratory research

RESEARCH OBJECTIVES
The following are the main objectives of my Research study:1.

To make a brand analysis of Bisleri as a brand.

2.

To conduct a market survey of Bisleri.

3.

The affects on Bisleri sale, profit and market share after the launch of
‘Acquafina’ by Pepsi and ‘Kinley’ by Coca Cola.

4.

To find out the current position of Acquafina, Hello and Kinley mineral
water.

5.

Threats caused by Aquafina, Kinley and Hello to Bisleri.

6.

Strategies and measures adopted by Bisleri to counter the competition by
Hello & Kinley.

NATURE OF DATA
PRIMARY DATA:

Data

which

is

collected

through

direct

interviews and by raising questionnaires to
retailers.
SECONDARY DATA: Secondary data that is already available and
published. Various internet sites, newspaper,
magazines like A&M were searched in order to
find information useful for completion of this
project.
It could be internal and external source of data.
Internal source: Which originates from the specific field or area where
research is carried out e.g. publish broachers, official
reports etc.
External source: This originates outside the field of study like books,
periodicals, journals, newspapers and the Internet.

DATA COLLECTION
Primary Data:

The primary data has been collected by conducting a
survey in the following areas.

1.

Rajendra place
2.

Naraina Industrial area

3.

Karolbagh market

4.

Janak puri district center

SAMPLE DESIGN
Sampling unit:

Residents & Retailers in the above
mentioned areas.

Sample size:

100 persons

SAMPLING PROCEDURE
Simple Random Sampling to select the sample

DATA COLLECTION
Sources of data:

1) Primary Data which included the input
received from directly the residents through
Interview.
2) Secondary data from the Industry manual,
policy manuals, books and internet etc.

Method of collecting data:

Interview method

the fact that the Indian consumer was unprepared to accept bottled mineral water was responsible for its failure. This was the time when its started concentrating on making Bisleri a success in the domestic mineral water market. Among other reasons. then.thums-up. and the brand owes its name to founder Felice Bisleri.the trendy people. However. Parle's taking charge of Bisleri did not make a dramatic difference to the brand's fortunes immediately. which was first of its kind in India. Coca-Cola bought parle’s soft drink brands. In 1993. limca etc.COMPANY PROFILE The origins of Bisleri lie in Italy. In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly made a difference in the sales. it did not quite work. 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 a people still considered boiling water to be a safer bet than mineral water. efforts to expand the bottled water market were not exactly painstaking. an Italian entrepreneur. however. In those days Bisleri water was available in glass bottles. Bisleri set up a plant in Mumbai for bottling and marketing mineral water. While Coca-Cola actually bought over Parle's beverages. . In 1969. While it did gain in terms of visibility and reach (piggybacking on Parle's existing distribution network). Moreover they were not ready to pay for a commodity like water which was so abundantly available. were mainly the upper class . Consumer mindsets were more geared towards boiling water at home. it agreed to a settlement that allowed the multinational to bottle and distribute Bisleri soda for a time frame of five years. Parle at that particular time was interested in making soda water and not mineral water. In India. The buyers. The upsurge in the sales of Bisleri started from this point as Parle sold off its stable of brands to CocaCola. The charge of Bisleri water. Parle bought over the' Bisleri' brand. remained with Parle. 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.

although the conscious efforts had already been started in 1994. . had started becoming more health conscious. This change was primarily because of the fact that the people.The real shift in company’s policy towards mineral water industry came in 1998. at this time.

PRODUCT PROFILE “It’s a compliment being generic to the category. Chairman of Parle Aqua Minerals has become a generic brand. but its not very good when consumers think any mineral water brand is Bisleri” Bisleri. e x e . consumers accept any brand offered by the retailer when they ask for Bisleri. So far Ramesh Chauhan’s Bisleri enjoys the largest market share of 56% in the Rs1100 crore mineral water market and is growing at the rate of 180% per annum.60 lacs. 'Bisleri' was the only mineral water which had national presence and the sale was to the tune of approximately one hundred thousand cases valued at about Rs. In seventies. Bisleri was the first marketed bottled water in a totally virgin market. Annual sales of Bisleri have touched Rs400 crores. i. The brand has become synonymous with mineral water. a product established in India by Ramesh Chauhan.

The company will set up all the new plants as green field plants. Bisleri has planned to expand its operations by investing Rs 60 crore in the upgradation of facilities. each with an outlay of Rs. . Bihar and North Eastern States. It is also changing its production strategy and shifting to a 10-hr production schedule with sudden increase in demand planned to be met by additional production. the company will set up crushing units to crush the used PET bottles. Orissa. In centers other than Delhi and Chennai. Jaipur. Goa. Delhi. Indore and Nepal. Parle Bisleri Limited (PBL) is planning to invest Rs 200 crore to increase its bottling capacity and double its turnover. which hitherto have been unexplored by the company.50m. In order to be available in untapped areas Bisleri has setup 16 plants located all over the country . These will process 500 kg of PET per hour. The company's expansion plans will see its water bottling capacity go up from the present 400 million litres to 500 million litres. Conscious of the environmental implications of its PET bottles. 4 in the South and 2 in the East. Bangalore. West accounts for 30%. The processed material will be an input for polyester yarn manufacturers. Calcutta. The balance are run by franchisees. The company has bottling units located in Chennai. South 20% and the East 15%.three-fourths of which are company owned. Bisleri has 5 plants in the North.MANUFACTURING A quick look at Bisleri's manufacturing reach indicates that it is represented across the country – North accounts for 35% of sales for the industry. The 120-bottles per minute (BPM) capacity of the 16 units across the country will be increased to 240 BPM. the company is to set up recycling plants at Delhi and Chennai. Mumbai. 5 in the West. The expansion will also increase the number of company's bottling plants from 16 at present.two of which were setup in the last year at Ahemdabad and Surat. Uttar Pradesh. to 25. The new plants are being set up in states like Kerala. Punjab. It doesn’t have any intentions to acquire any existing plants.

the 5 litre packs are being pushed through the route of “Fat Dealers”( wholesale dealers) who are retailers as well as stockist and serve as supply points from where customer can pick the required quota. Bisleri’s strategy is to build a direct distribution system at an all-India level. Bisleri has around 80000 retail outlets in the country with about 12000 each in the Metros of Delhi and Mumbai. In order to service the home segment. That means serious investments in company-owned trucks and carts. Parle hopes to double its existing fleet of 1000 trucks. For any product to be successful the distribution system has to be really good.". The company plans to have its own distribution network in places where it has its own plants. Currently. Franchisees would manage the distribution in their respective areas of operation. "The idea is to make Bisleri all-pervasive. and more are in the process of being appointed. The customer can call the fat dealer and place order for home delivery of the 5 litre pack. This would make it the largest fleet owner in the country. 180 of these dealers are already functional.DISTRIBUTION It's obvious that availability holds the key to the market. It is intended to increase this number to 10 lakh outlets in order to expand brand’s reach.which explains the proliferation of smaller brands. Large tracts of the country have not been explored by the national brands. .

are currently available in six cities. The 2 litres bottles were introduced to slowly and steadily replace the conventional 1 litre bottles. including Delhi. Acqua Minerals offers a variety of packaging options:150 ml. whereas the 500 ml bottles taking up 15 per cent.PACKAGING Variety is spice of life. In order to cater to the changing needs of the customers the business has to continuously come out with the variants of the product so that it can target the maximum segments. 5 litre. The fivelitre packs. The remaining sizes share the rest of the contribution. launched in December 1999 in Goa. Acqua Minerals is currently a supplier to Indian Airlines with 125-ml cups. targeted at the teenage crowd and for the roadside consumers. and sell over 5. The 5-litre bottles account for 35 per cent of sales showing a growing health concern among the Indian society. Today. 1 litre.000 bottles a day. Bombay and Bangalore. . 300 ml. This would give them an advantage over others. 2 litre. The 500-ml category was re-focused as a trendy product. Today for any business organisation to be successful it has to provide its customers with the differentiated product that is a value buy for them. 500 ml. 1 litre bottles account for 30 percent of the share. and 20 litre.

1. households 5 litres Rs. offices. Also aimed to supply to the Indian Railways. 40 Households. offices. 18 Small offices. retail shops. institutes. 20 Households. college students and roadside consumers.Following is a quick overview of the various packaging options provided by bisleri along with the target consumers: Size of the bottle Price per Target consumer bottle 500 ml Rs. 10 General consumers and travelers. . schools and colleges  In addition to the above mentioned sizes. 2 litres Rs. and 300 ml cups – for marriages and parties. shopkeepers.2 litres Rs. 7 Teenagers. Bisleri also provides 150 ml cups – for Indian Airlines travellers. institutes. 12 Consumers demanding a little more water at just a little more price. showrooms 20 litres Rs. 1 litre Rs.

The following pie chart clearly shows the sales wise distribution of the various pack sizes: % s h a r e o f p a c k s iz e s in s a le s 10 15 500 m l 1 litr e 2 litr e s 35 30 10 5 litr e s o th e r s .

the company has to focus on the marketing management of the product. i. But now the share of the company is going down. Until recently there was competition with only the unorganized sector. e x e . Other than the financial constraints up to an extent.CHALLENGES IN FRONT OF THE BISLERI The company had the share of more than 50% of the national market. we have incorporated the marketing mix to counter the marketing strategies of the competitors by developing its own marketing strategies. Now. in the pie of the national market. having drowned out by the small-scale emulators with a 40% share of the national market. company now is limbering up for another contest – from the multinationals. In light of the challenge in front of the company and its current strengths and position.

Other than mineral water the company has also the soda water under its brand . promotion. and place (4 Ps) that the firm blends to produce the response it wants.MARKETING MIX OF BISLERI The set of controllable tactical tools. The 4Ps PRODUCT The main product of the company is the mineral water by the name of Bisleri Mineral water. price.product. in the target markets.

For example other than its core usage the product can provide for Internet facilities using conversion. 2 lt. This is what the Indian customers think of the bottled water. The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product.3. Bisleri has become a perfect synonym of the mineral water for the Indian consumers. The company has introduced these glasses for the social occasions like marriages and get together. that are priced at Rs. The concept of bottled mineral water was introduced in India. In terms of another variant the company has also come up with small glasses of 300ml. Starting from the Jumbo pack (18 lt. But . per glass. Bottles. These include the different quantities available of the product. and 5 lt. In between. PACKAGING The packaging of the product is an important factor in the marketing of the product. Now the customers would not have to drink impure water served in unhygienic glasses. it has become a generic name for the mineral water. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. it also has 1 lt.. This again is very competitive in the price field and also the customer is getting a convenient product with the benefit of purity at such a low price. and that is the reason. The packaging of the product was absolutely accepted by the customers till now. first by Bisleri.name called the Bisleri Soda Water. VARIANTS OF THE PRODUCT The company is offering wide variants of the product. which can be added as the additional benefits of the product. Packs. It is just water after all. Jar) to the 500 ml.

Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country. The company should take the benefit of the brand name it has created over a long period of time. One of the competitors of the company. Further. To conclude: Looking at the facts above the company according to me should pay attention on the packaging of the product so that it is able to attract more customers. The brand Aquafina has been targeted towards the youth and that is why they have made the bottle look more hip. Bisleri plans to increase its distribution network over the southern and . It’s a battle that Bisleri can win by sheer distribution muscle. has mineral water by the name of ‘Aquafina’. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. One of the reason why Bisleri is running strong in this industry is its strong distribution network built over the years since its inception. PLACE Place stands for the company activities that make the product available to the target customers. the company should go for Brand Extension.it has been along time the company has changed the packaging of 1ltr. It can introduce new products in the category of beverages. The packaging of the Aquafina is creating the need for the company to change its packaging and make it look sturdier. Second. Pepsi. DISTRIBUTION NETWORK: The small-scale players built their sales by piggybacking on the generic category built up by Bisleri. Bisleri would have to give a new look to its product to stopping Aquafina from snatching its market share. mineral water bottle.

Conclusion : It is very important for the companies to understand that winners would be those who will endure a strong regional presence. Therefore the companies should take some immediate actions to make presence in the whole country and more important is every hook and corner of the states where they are present today. .eastern region. where it is behind popular brands like Team in Tamil Nadu and in Andhra Pradesh.

. This strategy by the company is very effective in the Indian context where the consumers are highly price conscious. All other elements represent costs.2 lt. The company has come up with another variant of the product.called its Promotion Mix consists of specific blend of advertising.10 for 750 ml. It is 1. Bisleri has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of litres. pricing it attractively. Its product is available at a very reasonable price. The company is following a very aggressive pricing. In India.PRICE AN ECONOMIC FACTOR AFFECTING THE BUYER’S BEHAVIOUR Price is the sum of values that consumer exchange for the benefits of having or using the product or service. and making it available to the target customers. Company charges Re.12 keeping the price fixed at Re. Price is the only element in the marketing mix that produces revenue.1 per 100 ml. and what they communicate should not be left to chance. PROMOTION Modern marketing calls for more than just developing a good product. sales promotion. and public relations tools that the company uses to pursue its advertising and marketing objectives.1for every 100ml. Conclusion: To conclude from the facts that the pricing strategy of the company is very competitive and therefore the company is giving value to the customers for money. Bottle that is priced at Rs. A Company’s total marketing communications program. where the majority of the population comprise of the middle-income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decisions. companies must also communicate with their customers. making Bisleri both convenient and affordable. The company has an edge over its competitor Aquafina recently launched by Pepsi that has priced its product at Rs. personal selling.

it claimed. It claimed 100% purity. In 2000. some giant brands like Pepsi and coca-cola entered the mineral water industry with a big bang. So it becomes very imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand. The ad showed a milk-man and a child showering their buffaloes and filling the ‘so-called’ mineral water bottles with the same water and packing them with the simple polythene seal and the consumer not knowing about the ‘purity’ of the water he is drinking. it became very imperative for Bisleri to differentiate its product so as to stand out in the market. but was something highly fashionable. Bisleri’s seal capped bottles ensured the consumer of purity of water and single-used ness of the bottles. Bisleri started its game-plan with the punch-line of ‘Pure and Safe’ and used the same catch-line for advertising. Next clip shows the Bisleri bottles being sealed with plastic caps and ensuring the purity of water. While Coca-cola introducing its brand ‘Kinley’ as a health care product. Pepsi targeted the young generation and introduced Aquafina as a fancy product to carry. all claiming the purity. Bisleri now had a big threat of maintaining its market cap. Pepsi claimed. The ad showed young vibrant models and created the atmosphere of youthfulness.PROMOTIONAL ACTIVITY Advertising Campaign of Bisleri before Launch of Acquafina & Kinley Every brand needs a good ad campaign to establish itself in the market. The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and thus give your body the purest water. Pepsi projected ‘Aquafina’ as something as pure as ‘Your own body’. or even germinated water. was no longer a simple beverage. But with the advent of many new players. While the bottles of the other brands. Water. They complimented it by giving . The ad did work for Bisleri and it got its much needed product differentiation. Bisleri found the answer in ‘sealed cap bottles’. could be refilled with ordinary.

The new ad showed a young romantic couple on a marooned island. she whispers something in his ears. . when the girl seductively attracts the guy and he follows her in trance. of course. It’s an unusual ad for this category. Bisleri.buys ‘something’ (keeping the audience in suspense…or rather implicitly pointing for ‘……’). This starkly arresting black and white image is then splashed with water. The girl opens it and…. Pepsi. The moment he gets hold of her. They tried a brand new ad campaign to catch the fancy of consumer. A voice-over informs you that 70 per cent of your body is water. This soon caught the eye of the consumer. The competitor. Caption: “Play Safe”. Why not give it the purest .their bottles an attractive look. showing a doctor advising a family to take Kinley for pure water – not a very attractive ad campaign. They first changed their base-line from ‘Pure and Safe’ to ‘Play Safe’. to counter-attack the new ‘Feel-Young’ fever had to even bolder steps.. Where as Kinley lagged behind the race.takes out a bottle of Bisleri and quenches her thirst. The T. ads have been complimented by print ads also. This campaign was to catch the attention of youth and a new Indian society which is supposed to be ‘not-soprudish’. Thus Bisleri has taken a very bold step.rushes towards the chemist’s shop…. Advertisement Campaign of Competitors: A drop-dead gorgeous body flexes its muscles on the screen. most marketers have focussed on educating the consumer on how bottled water is a safer option.POOF…. The campaign is reported to be doing pretty well. All these factors made Pepsi the biggest upcoming competitor of Bisleri .. This kind of advertisement campaign used by the competitors is giving the company a tough time. Aquafina Bottled water from Pepsi. is utilizing the brand image built by it and is again targeting the “Generation X” maintaining the company image. with the lead.V. The next few shots show the guy looking for something in frenzy…can not find it…. taken by the popular national brand Bisleri. Till now.

is the largest-selling bottled water brand in the US with a 12 per cent market share. For example. fragmented market.being and how we need to continuously replenish it. Hindustan Thompson Associates Limited (HTA). “Instead. though the statements here are quite different. after all. Our task was made easier because Bisleri had concentrated on educating the consumer. the idea was to focus more strongly on the fun aspect and create a story line complete with a smart idea and a twist at the end. the film will show an emotional moment where someone starts crying. Initially. What Pepsi needed was to establish its brand in this crowded. and it could well afford to. but the handling is a little more serious. So HTA adopted a minimalist approach and created a film with little clutter and no props. “But we gave it up because we felt that the story might take the mind away from the purity aspect that was a must to highlight. in fact. executive director. premium and fun brand. was not to objectify bodies so that one could drool over them. had already done most of the hard work needed to build the bottled water category. While the film and the imagery are completely the work of HTA.” explains Rishi. Bisleri. instead of building its own brand values. vice president and client services director. the ad talks of the percentage of water in our bodies. was actually trying to establish how important water was to our well.But Pepsi chose to junk this approach. and India is the first country outside of the US where Aquafina is being bottled. The idea. the strategic thinking comes from the Mother Company in the US. we are talking about your body and the need for each one to take care of his or her body.” says Rohit Ohri. Even in the US.” The ad copy.” says Vibha Rishi. which tried to capture the emotion of “feeling good about yourself”. and then you will hear the voice-over. . While the thinking was clear that the imagery had to be built in and around purity. Pepsi. But seeing the quality of thinking that has gone into this.” says Ohri. Aquafina. "We wanted the imagery to position Aquafina as a youthful. which spoke of the water content in our bodies.” “There is no internal law that forces us to follow the international positioning. HTA did toy with a couple of other ideas and situations. she says. we decided to stay with this positioning. “85 per cent of your eyes are water.

The decision to break the norm and come up with a 750 ml pack size was more driven by the fact that water is fundamentally consumed on the go and the 750 ml size is easy to carry around. But while Aquafina is being given a distinct identity. They have also ruled out the possibility of catering to the bulk market. Like Pepsi. mature and affluent. which actually constitutes 30 per cent of the total bottled water market that stands at 70 million liters annually. And while Pepsi targets the 18-25 year olds.” agrees Rishi. The swirl shaped PET bottle resembles the Pepsi family and is sturdier and more hip than most others in the category that take their design cues. of course. Pepsi’s role in the communication is that it is the source of credibility for the product and. and like Pepsi it is also being positioned as a hip brand. and not as mass based as Pepsi. largely the youth. like all offerings that come from the Pepsi stable. Pepsi’s future plans at the moment don’t include coming up with size variants.Aquafina. But Aquafina is a lot that Pepsi is not.” says Rishi. from the one liter refined oil bottles in the market. “It is ideal for an half-an-hour in the sun. “But Aquafina is a brand in its own right and with each piece of communication. one liter gets too bulky. “but we can’t build a business for Pepsi based on people’s lack of access to safe drinking water. Aquafina too is looking to command a premium without being unaffordable. . its personality will emerge” feels Ohri. and is growing anywhere between 30 and 50 per cent. Will this not cannibalize Pepsi sales? “Water does eat into the cola market. it is also being targeted at the Pepsi consumer and is addressing their need for safe and reliable drinking water. How can any business be built on deprivation?" Both will have to co-exist and carve a market out for themselves. it seems. Aquafina also includes the 30-somethings together with the college crowd. It is a little bit older. establishes the youthfulness of the brand. also imbibes the core values of the mother brand. It addresses the Pepsi-user base.

point-of-sale material. all the vehicles used for supply have been painted in bright blue. is looking for a big slice of this burgeoning market. obviously. Akin to brand building in soft drinks. marketing. and every interface with the consumer is being used as an opportunity to reinforce the message. executive vice president. an aggressive print-and-TV campaign is being backed by hoarding. Pepsi. “We have a building blocks approach.Pepsi. . first we have to build the brand. Bisleri is tackling the situation by building the brand on the purity plank. says. bear the Bisleri logo and sport catchy baselines like “Play Safe”. For instance. but as Subroto Chattopadhyay. and then the volumes.

And also the company should make the message clearer to the customers that it has the patent right over the breakaway seal.ADVERTISING CAMPAIGN While designing the advertisement campaign. Apart from a high dose of investments on expanding bottling capacities and an ad budget that’s risen six-fold over last year. MESSAGE CONTENT OF THE CAMPAIGN: Bisleri that was looking for a differentiator decided to make the breakaway seal the symbol of purity. around which the communication was woven. specially the youth. And thus it becomes necessary to design the campaign keeping the youth in mind. Youth are the opinion leaders of the present time. we find no reason of making an advertisement of mineral water look like an advertisement of condoms. Bisleri has started an advertisement campaign stressing the point of purity and flaunting the patent right the company has over the breakaway seal. The company has tried to put the message across louder. it is necessary to keep in mind the opinion leaders. by using the ad campaign that catches the eye of everyone. if Bisleri wants to penetrate every possible segment of the market. The opinion leaders would further trickle down the message to the less active members of the society. it can do that by introducing more . This is what the company should do. The campaign stresses the safety provided by the breakaway seal by illustrating the ease with which conventionally sealed bottles can be refilled and recycled. This is exactly what Bisleri is doing. Otherwise. That is. The objective with the campaign would have been to highlight the tamper-proof seal and create doubt in the consumer’s mind of the purity of the other brands. The tamper-proof seal was developed. Bisleri is the only one that guarantees purity and keeps you Safe Conclusion: New advertisement campaign of Bisleri is eye catching.

Bisleri has introduced attractive schemes to push the 5ltr. You have to throw again and again till you hit bull’s eye. retailers will not push this. Apart from creating consumer pull with campaign. in the long run. For that it would have to give the retailers and other stockiest high trade margins and incentives for keeping the product. bottles and margins are as high as Rs 8. This is very important in case of this product because consumers would take up what is available to them at ease and whatever retailer is giving. Detractors feel that. They say it’s a kind of dart board game. . the company. to increase its sales would have to do the sales push as well.pack sizes and establishing the brand strongly with trendy new packaging.

the office going executive . . people buy bottled water while travelling. prices. we found that the middle income and the upper income groups are the users of the bottled water. The question can be further broken down to: Who buys? When do they buy? Where do they buy? Why do they buy? Who buys? In the survey conducted by us. The upper income group uses mineral water only. So the company should go in for strategies to target customer segments based on appeal.tourists and the retired people. When do they buy? In the survey we found that the middle-income group buys mineral water while travelling. there comprise the students. Or. At home or at the work place they mainly use water filters that are installed. Among the various income groups. they constitute a large part of the total market.) by Bisleri. convenient packaging and other characteristics conforming to the customer segment the company is targeting. they use large pack of bottled water like the jumbo pack (18 lt. So.3 Cs CONSUMER: The central question the company has to understand is: How do consumer respond to various marketing stimuli the company might use? The company that really understands how customers will respond to different product features. prices and advertising appeals has a great advantage over its competitors. The lower income group is still dependent on the water from wells and hand pumps. In the middle-income group also.

The consumer does not really care if the water contains minerals. The other reason after this is. Large consumers of bottled water like Hotels. mineral water used to stand for water enriched with certain minerals and was picked up by health-conscious consumers. With the growing health hazards in the country and as the people are becoming more health conscious they are switching over to bottled water. that the bottled water is convenient to carry. the bottled water users buy the water from retail outlets and also through tie ups with dealers. corporate order their water requirements through dealers. Albeit safe drinking water that is conveniently available. The small time but frequent consumer buys bottled water from retail outlets. soaring mercury levels are directly proportional to consumption of purified bottled water. . Why do they buy? For obvious reasons. This no longer holds. Consumer Concerns and Perceptions The thinking here is that with consumer perceptions about mineral water changing. The basic reason consumers ask for bottled water is the safety.Where do they buy from? According to the survey conducted by us. This is the reason that the industry is growing at fast pace. the brand Bisleri has to Reinvent itself. Mineral water has come to mean just that— water. Earlier. They can throw the bottles after use unlike when they carry water from home. The most important consideration is purity of the product. institutions.

he would like to be assured that the water has not been tampered with. Many have witnessed used bottles being refilled at railway stations. The consumer research done by us revealed that consumers preferred Bisleri because of its natural taste. Taste of the mineral water: Many consumers want the mineral water to taste more like “Water”. . Bisleri has rightly introduced the concept of the breakaway seal to reinforce the purity of Bisleri mineral water and given a surety to its consumers that what they are consuming is SAFE.What the company is doing to take care of the consumer’s concern. Consumer research conducted by us revealed that the overriding concern for this set of buyers is the tampering of the seal. So when a consumer buys mineral water. Tampering of seals: Around 76 per cent of consumption happens in transit.

And recently. Parle Agro’s Bailley has been growing steadily. .COMPETITOR ANALYSIS COMPETITION: The mineral water market is set to explode and hit the Rs. Nestle too is reportedly planning a foray. soft drinks giant Pepsi entered the fray with Aquafina.000-crore mark in the next couple of years. Meanwhile. First Britannia launched Evian. Small local players too are breathing down Bisleri’s neck riding on better trade margins and intensive distribution (in their respective areas of operation).2. Now. This is drawing the big guns attention.

is competitive. First.10. priced at Rs.The competition facing Bisleri can be categorized into a few brand names like  Parle Bailey  Hello  Pepsi Aquafina  Coca Cola Kinley With Parle’s Bailey being the main competitor and second in market share in the organized market. followed by a film that showed healthy bodies and youthful people and. It is necessary to remember that every product with a name is not a brand. of course. And it came up with a campaign that did have people talking. Aquafina The advantage for Aquafina is that though there are over 300 labels of bottled water in the Indian market. Although Aquafina is only available in a 1 litre pet bottle. lots of water. And it is safe. So the creative team at HTA virtually had an empty canvas to work on. there is a reliable . where it will be very difficult for any new player to find a slot. In addition to the tamper proof seal. a series of teasers. It does not have any emotional values attached to it. So there was no difficulty for Pepsi in creating space in such a market which is completely different from the soft drinks market. Bisleri faces tremendous competition from the unorganized sector. few can be called brands. even Bisleri has become generic to this category.

Bisleri would have a tough competition from Bailey since the company plans to spread its presence in that part of the country. The date of manufacturing has been written on the cap as well as on the bottle. This is another point which the company would have to take care of to face the competition. the probability of which is very low. Thus a person who is refilling it would have to find a matching cap and bottle. Coca Cola Kinley Coca-Cola joined the race by announcing the imminent launch of its own brand of water and. Like Bisleri it also gives the 1 lt. . We know the fact that Bailley has grown at a rapid pace using the route of franchising which Bisleri has not adopted as yet.method of checking whether the bottle has been refilled.10. The only strength point of the company which it can capitalize is it’s generic name. Parle Agro’s Bailey Bailey the brand that is owned by Ramesh Chauhan’s brother Prakash Chauhan is very popular in the southern part of India. in the process. Kinley is targetting institutions. Another thing that makes the competition difficult for the company is the price at which it’s competitor is offering the product. putting to rest rumors of its so-called takeover of Bisleri. And also the company would have to enter that market with a strong distribution base. For Rs. Southern part of India accounts for 20% of the sale of the whole water market industry.

if it really wants to grow. It is often seen that the youth are the opinion leaders. The company for that. Again here. The thirst and the status value of the mineral water is well accepted. 3. would have to come with packaging that is more sturdy and portrays itself as a hep brand. All the soft drinks addresses three issues: fun. it can be seen that this company has grown rapidly in the past and is still on that trend. Distribution network: The need for improving the distribution network is not only when the company wants to target the soft drinks market. therefore it becomes very important for any consumer product to make a mark in that generation.The soft target: Selling bottled water requires constantly expanding the market. There is very little the mineral water brands can do to add the fun element around the product. If we try and look at the reasons that why consumers buy soft drinks as thirst quenchers: we would find the answer as that either water is not available or if it is available then safety is not assured. . One of the important reason for this rapid growth is franchising. Getting in shape: The another improvement the company needs is in terms of packaging.STRATEGIES THAT BISLERI SHOULD FOLLOW IN ORDER TO RETAIN ITS MARKET SHARE: 1. The company should also target the market for soft drinks. it becomes important for the company to have a good distribution network. Therefore backed by a good distribution network mineral water industry can grow at a rapid rate. 2. If it wants to enter every part of the country and would face competition from competitors like Bailley it becomes a prerequisite for the company to have a strong distribution network. take the example of Bailley. It should be understood that if the mineral water is easily available everywhere then it can be said with confidence that it would be able to replace the soft drinks as thirst quencher. thirst and refreshment followed by status to some degree.

He has around six franchisees in Mumbai..” . Chennai. The company is betting on the home segment. In future. Goa and Rajasthan. This is a high turnover. it was imperative that they did it themselves. Bangalore. It is often seen that customers are not satisfied with filters and water purifiers. the five liter packs are being pushed through the route of fat dealers (wholesale dealers) who are retailers as well as stockiest and serve as supply points from where customers can pick up the required quota. hot water washes and ozone washes before refilling the bottles.THREATS Bisleri will be taking the packs back and refilling them. They shunned this route so far because in most areas where they had no presence. low-margin retailer who does not keep a store but serves a similar purpose with other items such as rice . OPPORTUNITIES So far. Now for further expansion they can afford to use the franchisee route. But the packs cannot be sterilized since the material used is PET and cannot withstand high temperature. Delhi. consumers will be able to call the fat dealer and place orders for home delivery of the five-liter pack. In order to service this segment. company has not used the franchising route very aggressively unlike Parle Agro’s Bailley which has grown very fast using this route. The reason being that filters and water purifiers also need to be cleaned periodically and still do not guarantee absolutely clean water. So how can they ensure purity?” Strategy to counter threats Bottles are subjected to chlorine washes.

40. If the logistics. However. The growth has come from the 500 ml and the five-liter category. “Interestingly. There’s also a two-liter bottle for Rs. the smaller pack has pushed up the one liter sales. it could change the face of the purified water market for keeps. which account for 15 per cent and 36 per cent of turnover respectively. manufacturing and distribution do fall in place.10 each. it has been selling its one.12 for the same size. That works out to Rs.Price or competition Pricing is the next most important consideration for the consumer. that is half the price of the one liter pack. Bisleri was selling at a premium of Rs. But beginning last year.5. “they are trying to break the home market with the 20-litre jar. Aqua Minerals is testing out the possibility of mass marketing 20-litre Bisleri bottles for an MRP of Rs. With its big capacity jar. mineral water is picked up more by travelers.liter bottles at Rs. Earlier. have come down from 20 per cent to five per cent. Aqua Minerals attributes the Price slashing to retailer margins being on the higher side earlier. why will he opt for an inferior brand?” For frequent consumers. which have practically disappeared from the shelves. The competitive Rs.2 a liter. “At Rs. one liter packs which accounted for 50 per cent of the company’s turnover has come down to 30 per cent. Aqua Minerals wants to change that. less by households. If he can buy a high. “Our sales prove that the Indian consumer is getting smarter by the day. There has been a very good rub-off. In what could be a masterstroke.5 some six months back. they have crashed the prices of the one liter and 500 ml offerings. But what about the smaller pack eating into the one-liter sales? Answers Company. The two-liter packs.18. the 500 ml pack is a steal.” company discloses. Points out Chauhan.” Schemes for retailers for a combination of both packages are on create the push.10-price tag has been working well for the brand. In the current scenario. .” says Company.quality product for the same price. Bisleri introduced a half-liter bottle priced at Rs.

7. . 3. CHLORINATION-Kills microorganisms. REVERSE OSMOSIS SYSTEM---Controls total dissolved solids (TDS).PURIFICATION PROCESS Bisleri is producing by painstakingly rigorous process. SAND FIL TER---Removes suspended matter and turbidity. 2. Source water is put through. It is then packaged in tamper proof packs with the unique "breakaway seal" And all is done in completely automated plants to ensure it reaches you perfectly pure and safe.7 –stage Purification process. CARBON FILTER-Removes residual chlorines and odors 4. MICRON FILTERS---Additional safety measures of filtration 6. ULTRAFICATION-Removes bacteria and make water sparkling clean 5. The process is Natural spring water is drawn from deep wells then l. removes organic matter. 0Z0NATION-Ensures water remains bacteria -free for longer shelf life.

Some of the future plans of the Bisleri 1. Strengthen presence in traditionally weak areas by setting up 12 new bottling facilities at the cost of Rs 150 crores. . 3. Bisleri planning to diversify into fruit juice business. Increase the distribution network with an investment of over 200 crores.FUTURE PLANS Bisleri was the first to market bottled water in a totally virgin markets and naturally people associate the brand with bottled water .now Bisleri is perhaps already 10 steps ahead of its competitors and will endeavors to widen its gap in the times to come. New pack sizes in bottles and cups. The company planning to open the Bisleri retail outlets ---these ere the shops where only Bisleri will be sold. 4. 6. 2. 5. The company plans to go in the neighbouring countries like Nepal and Bhutan. It has already set up a fruit -juice plant in Chittor AP.

In neighbouring countries. • High cost of production than the competitors.SWOT ANALYSIS STRENGTHS: • Bisleri is the first in the segment has built up a brand name. • Heavy market potential in this segment invite the big players and the competition increases. • Duplicity resulting in bringing down the Brand name. OPPORTUNITIES: • • In flavoured water segment. • Spreaded Distribution network all over India WEAKNESS: • Less margins of retailers or distributors. • A generic product. . THREATS: • Local players entering in to the market & selling at a very low price. so they avoid it.

therefore it can be interpreted that mineral water in current market scenario is on general demand and retailer enjoy selling it. 40% Yes and 50% the retailer kept Hello mineral water. confectionery shop and small kirana shop. The survey revealed that almost every shop stored mineral water. as the get good margin out of it. 70% of the retailers kept Bailey's mineral water. everyone stored mineral water and basically these shops were centrally located to the market and were basically general store. 2. 30% Aquafina.FINDINGS OF RESEARCH 1. all over Delhi. . Brand of mineral water kept by the retailers The survey revealed that out of 100 retailers surveyed. However it can be noted that retailers prefer Bisleri mineral water which has got a share of 70% this is so because people or customer recalls mineral water with the brand name of Bisleri. Out of 100 retailers. The new entrants basically Aquafna and Kinley is been kept by 30% and 26% of the retailers and they consider that this product will soon capture market share as the brand name will speak its quality. 25% Kinley.

Pie chart showing percentage of different mineral water being kept by the retailers .

Weekly sales of mineral water from the outlet Out of 100 shopkeepers surveyed all over Delhi. but at the same time new entrants like Aquafina and Kinley with market share of 10% and 8% respectively may pose threat to Bisleri in the long run.3. Thus from the above analysis it is very clear that Bisleri still holds on dominant position in the mineral water market. 45% of the cases sold from the single outlet belongs to Bisleri mineral water. However other mineral water sales comprised of 18% of the total sale. . Bailey's sale on an average constitute of 20% of the total sale. approx. Aquafina sale constitute of 10%. the weekly sales of the mineral water averaged approx 225 bottles of 1 lit.e. each which means that a total number of bottles case or cases sold from the single outlet averaged around 15 cases. whereas Kinley acquired average of 7-8% of the total sale. Out of this Bisleri mineral water is sold most i .

Piechart showing percentage sales of following mineral water in a week 17% 45% 20% 8% Bisleri 10% Aquafina Kinley Hello Others .

This is good sign for an almost all the company as they are in regular touch with the retailers. therefore linkage is always there with the company regarding the demand for mineral water.4. also frequency of distribution is taken into consideration for the sale of this kind of product. . Therefore it can be interpreted that sale of any product depend on its distribution and thus we can say that distribution and sales are interrelated. The total number of retailers covered for the purpose of my analysis is 100. and out of this almost every shop considered gets the mineral water of each brand on a regular basis i.e. Frequency of distribution visit Distribution is an important parameters which holds on key position for any fastmoving consumer goods as the sale of this particular type of product highly depend on distribution network and its availability. on a daily basis.

Bargraph showing frequency of distributor visit to retailers 100% 100% 100% 100% 100% 100% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 0% Bisleri 0%0% Aquafina Daily 0% 0% 0%0% Kinley Bailey's Alternatively 0% 0% Hello Weekly 0%0% Others .

However.5. where by they will able to have larger chunk of market size from a limited market share. . Analysis on the credit policy of the distributor/company It was found out that no company gives the mineral water to the retailers on the credit basis that is basically they like to sell there products on a cash. there if credit policy is being offered by any one of this companies for small period of time. this can one of the area where one can come and find a way to capture longer chunk of market share by offering credit to the small retailers who doesn't have sufficient liquid to invest in items like this. then this small retailers combined together may able to push the product in the market in a successful manner. The company must think in this content and should follow push strategy. say for a day or two.

However. They prefer those product which gives them more margin and for this they depend mainly on schemes provide by the company. 60%. new entrants like Aquafina. Yes ad 40% No. from the analysis it was found out that retailers prior information regarding the schemes is maximum in case of Kinley that is 63% of retailer gave consent regarding the prior information on of the scheme in the case of Kinley where as rest of the 37% are not informed about the scheme. Kinley are on aggressive path in order to increase their market share and at the same time its . and Information regarding Bisleri scheme is 56% Yes and 44% No.6. Analysis regarding information about the scheme The consent regarding the prior information about the schemes from the retailers show varying percentage BRAND Yes No Bisleri 56% 44% Aquafina 60% 40% Kinley 63% 37% Bailey's 57% 43% Hello 70% 30% Others 40% 60% 70% 60% Yes 50% No 40% 30% 20% 10% 0% Bisleri Aquafina Kinley Bailey's Others Hello Retailers are very sensitive regarding the schemes. then Bailey’s 57% yes and 43% NO. Thus it can be interpreted that. Followed by Aquafina.

.creating effect on the sale of Bisleri by giving incentive of schemes which the retailers prefers a lot and like to keep their product.

not get the product at all. it can be interpreted that availability of Bisleri mineral water among the retailers is 73% of retailers gets the product easily. 18%f get the product on an irregular basis whereas rest of the 15% retailer do. In the case of Kinley 60% retailers get the product easily whereas 15% of the retailers get this mineral water on an irregular basis and rest of the 25% retailers do not get the product at all. Thus it can be said that. However.7. . distribution system of Bisleri is good and should try to maintain this pattern in order to compete with Kinley and Aquafina which have strong distribution network due to their soft drink link. in the case of Aquafina 65% of retailers gets the product regularly. therefore Aquafina should use its full distribution network of Pepsi in order to capture large chunk of market size. whereas 18% of them feels that they do not get the product offer and rest of the 9% retailers feels that they do not get this product at all. In the case of Hello 65% retailers get the product easily whereas 20% of the retailers get this mineral water on an irregular basis and rest of the 15% retailers do not get the product at all. Availability of the various mineral water among retailers shows varying percentage Easily Get but not Does not get often Bisleri 73% 18% 9% Aquafina 75% 15% 10% Kinley 60% 15% 10% Bailey's 70% 20% 10% Hello 65% 20% 15% Others 60% 20% 20% From the data.

• Bisleri’s has strong presence in the market as it can be seen from the table that 70% of retailers gets the product easily. this is because they have already strong presence in the market due to its soft drink link. 20% retailers gets the mineral water on an irregular basis. where as rest of the 10% retailers feels that they do not get the product at all. if its potential is used at full capacity.Therefore Coca-Cola should do something with its distribution network in order to capture more market share as it does not need to create it separate distribution network for mineral water. . 20% feels that they do not get the mineral water in a regular basis and rest of the 20% retailers feels that they do not get the product all. Thus it can pose major threat to Bisleri in a long run. • Other mineral water accounts 60% in case of easy availability.

each. and coverage sale of mineral water from a single outlet is approximately 15 cases of 1 lit. the market size of each of the mineral water is as follows : Bisleri 8/15 53% Bailey’s 3/15 20% Others 4/15 27% . Analysis regarding the sale of Bisleri and other mineral water prior to the launch of Kinely and Aquafina The total number of outlet covered for this purpose is 100. Prior to the launch of Aquafina and Kinley.8.

Piechart showing market share of Bisleri. . Bailey’s and prior to the launch of Aquafina and Kinley 20% 46% 14% 20% Bisleri Bailey's Hello Others If we compare this data from the analysis of third question data. then we will find that sale of Bisleri has gone down by 8-10% after the launch of Aquafina and Kinley Thus we say that new entrants like Aquafina and Kinley which has very strong brand name attached to its tag ad with strong distribution network and aggressive promotional strategy can push away Bisleri ad may pose threat to it by capturing larger chunk of market size. Hello.

5/5 50% 2/5 40% Others . Analysis regarding the forecast of demand in the near future The analysis regarding the forecast of demand of particular brand is derived out by taking an average of 100 retailers ranking. The percentage of demand for the particular brand of mineral water in the near future are as follows: Bisleri 3/5 60% Aquafina 4/5 80% Kinley 4.5/5 90% Bailey’s 2.9.5/5 50% Hello 2.

it will have approx. it will have 4.e. quality and brand image.e. whereas other mineral water demand is predicted only 40%.Pie chart showing % of demand for the particular brand of mineral water in the near future 40% 60% 50% 80% 50% 90% Bisleri Aquafina Kinley Bailey's Hello Others The demand for the Bisleri mineral water will be little higher than the medium i.5 (on a scale of 5. 60% of the demand. Bailey's demand will be some where around 50% as its average is coming out to be approx. Kinley is predicted to be higher in demand due to its pricing.5 on a scale of 5. Thus its very clear from the chart that in near futrue demand for new entrants like Kinley and Aquafina will be very high and this may lead to major threat to Bisleri and other mineral water. 2. . where as Aquafina demand will be high suggesting that its demand will go up to 80%. the average of 100 retailers feels that. 90% in the near future.) demand i. its demand will be approx.

in the case of Aquafina they get a margin of Rs. whereas in other mineral water they get the margin of Rs. 1.50 and Rs. • They enjoy keeping local brand as they get maximum margin on them.10. of bottle. They only get a margin of Rs. Analysis of the particular brand that retailers are satisfied with regard to the following parameters Margins Satisfied Not satisfied Bisleri 37% 63% Aquafina 73% 27% Kinley 78% 22% Bailey's 80% 20% Hello 67% 33% Others 80% 20% Margin is key factor due to which the retailers keep the product their product is being able to push away to further to the final consumer. . 1. 2 in the case of Kinley and Bailey's. • The survey conducted among 100 retailers convey that only 37% of the retailers are satisfied with the margin of Bisleri mineral water as they feel that the margin provided by them is minimum as compared to other mineral water.50 to Rs 2. 1 in a 1 lit. 0. Therefore rest of 63% retailers are not satisfied in this particular point.

Others Other mineral water like Hello. Bailey's Bailey's stands parallel with Bisleri with a 80% of satisfaction level from the retailers and rest of the 20% retailers. Ganga.Aquafina In the case of Aquafina. This is again on positive point for Bailey's to compete in the market and increase its market size. gives good margin to the retailers and therefore 80% of retailers enjoy its margin level where 20% are still not happy about it. 78% of the retailers are satisfied with the margin level whereas 22% retailers are not happy about the margin level. . Hello In the case of Hello. 73% of the retailers feels that margin that they are getting is good enough and rest of the 27% retailers are not satisfied with the margin. Kinley In the case of Kinley. Yes. 67% of the retailers feels that margin that they are getting is good enough and rest of the 33% retailers are not satisfied with the margin. does not feel good about margin level.

Instead the all of this brand should force the retails to keep to thrive product in order to increase their sale level.Graph showing % satisfaction level in terms of margin Satisfied Not satisfied Bisleri 37% 63% Aquafina 73% 27% Kinley 78% 22% Bailey's 80% 20% Hello 60% 40% Others 80% 20% 80% 70% 60% 80% 78% 73% 63% 60% 50% 40% 40% 37% 27% 30% 80% 22% 20% 20% 20% 10% 0% Bisleri Aquafina Kinley Satisfied Bailey's Hello Others Not satisfied Satisfaction level of the retailers with regard to stock pressure Out of 100 retailers surveyed almost cent percent retailers are satisfied with stock pressure of the various brand. Therefore this is not a major issue that has to be dealt with great concern. .

Thus his parameter too.Satisfaction level of the retailers with regard to replacement policy The satisfaction level regarding the replacement policy is cent percent among the major competitors i. etc. Hello and Bailey's. Bisleri.) and rest of 70% has not shown their consent regard the replacement policy. does not need to be taken care off by the major competitor and should carry on like this in order to meet the challenges in the near future. where as 30% of the retailers are satisfied with the replacement policy of other mineral water (Ganga.e. Glacier Yes. Kinley. Aquafina. Satisfaction level of the retailers with regard to the quality of the product Bisleri 65% Aquafina 95% Kinley 80% Bailey's 60% Hello 70% Others 40% .

Analysis of satisfaction level among the retailers with regard to brand name . as 95% of retailers feels that quality of this particular brand is much better than the other mineral water. thus it can give tough competition to the retailers in the particular parameter. where 80% retailers are satisfied by its quality then the Hello 70%. it was found out that the Aquafina is leading ahead with its competitors. Therefore Bisleri and Bailey's should do something in terms of its quality in order to maintain its existing market share.Pie-chart showing satisfaction level among the retailers regarding quality of the product from the various players 40% 65% 70% 95% 60% 80% Bisleri Aquafina Kinley Bailey's Hello Others After calculating % of retailers satisfied with the quality of mineral water. Bailey's 60% and other mineral water 40%. followed by Bisleri 65%. This shows that the quality of new entrants like Aquafina and Kinley is much better. followed by Kinley.

• Kinely too enjoy strong brand image as 90% retailers feels that being on Coca-Cola product. Kinely and Bisleri is not that much. Yes. Infact mineral water has become generic with a brand name of Bisleri. does not have strong brand image. 70% of the retailers are satisfied with the brand image of Bisleri whereas 30% are not. Ganga etc. therefore only 60% of the retailers are satisfied with its brand name. the brand value is more and therefore they find it easy to sell this particular product. therefore only 30% of the retailers are satisfied with its brand name. it was found out that. • Bailey's brand name infront of competitors like Aquafina. Bisleri has got strong brand image in terms of mineral water. Glacier. • Other mineral water like. It can be seen from the table that only 13% of the retailers are satisfied with its brand image rest of them does not. Kinely and Bisleri is not that much. With this type of brand image it can capture larger chunk of market size from the pie. In the case of Aquafina 95% of the retailers are satisfied with the brand image of Aquafina.Bisleri 70% Aquafina 95% Kinley 90% Bailey's 30% Hello 60% Others 13%a Out of 100 retailers covered all over Delhi. . which is considered to be very good and thus it can give major threat to other mineral water by aggressive promotional strategy. • Hello brand name infront of competitors like Aquafina.

. Kinley and Bisleri is very high and if properly milked can lead to increase in the market share. Hello.Therefore it can be concluded by saying that brand image of Aquafina.

Pie-chart showing combined satisfaction level of brand name among the retailers 13% 70% 60% 30% 95% 90% Bisleri Aquafina Kinley Bailey's Hello Others Analysis regarding the price of mineral water among the retailers High Reasonable Bisleri 10% 90% Aquafina 70% 30% Kinley 5% 95% Bailey's 20% 80% Hello 15% 85% Others 10% 90% .

Almost 95% retailers feels that the price is reasonable and rest of 5% still consider its price as high.4 which the retailers feels that its price is reasonable by showing their consent. which will help them to capture larger market share. then definitely they will have an edge over their competitors. therefore if they look on the parameter and try to do something. • Kinley 1 lit.10 and 500 ml bottle is costing Rs. therefore Bisleri should stick with the same pricing policy and try to expand its market size.Graph showing % of retailer’s perception regarding the price of following mineral water 100% 90% 95% 90% 80% 80% 85% 90% 70% 70% 60% 50% 40% 30% 30% 20% 20% 10% 0% 10% Bisleri 15% 5% Aquafina Kinley High Bailey's Hello 10% Others Reasonable From the data it’s very clear that the price of Bisleri mineral water is reasonable. However it can be interpreted out from this that if they follow this strategy of price then large market size as they have strong brand image of Coca-Cola attached with these tag. 10 which is comparatively higher than the other mineral water. • Aquafina price was felt high by the retailers as 70% fo the retailers say that 750 ml of water costs Rs. As it can be seen that almost 90% retailers feels the price of Bisleri mineral water is reasonable whereas 10% feels price to be high. therefore it caters to different sector and as a result its sales is not able to increase inspite of the fact that it has best quality and to support this they are very aggressive in advertising. bottle cost Rs. .

• Other mineral water like Ganga. has been rated as reasonable on its pricing policy. whereas rest of the 20% does not feel so. Yes. .• Bailey's pricing is considered to be reasonable as 80% of the retailers rated in this column to support these point. etc. • Hello pricing is considered to be reasonable as 85% of the retailers rated in this column to support these point. whereas rest of the 15% does not feel so.

92% of the retailers feels that due to its advertisement. Analysis regarding role of advertisement in increasing market share of following mineral water Yes No Bisleri 60% 40% Aquafina 92% 8% Kinley 72% 28% Bailey's 30% 70% Hello 46% 54% Others 10% 90% Advertisement in today's competing environment plays an important role in increasing market size of any particular product. It can be interpreted from the given table that advertisement has played a major role in the case of Bisleri to maintain the current market size and compete in this competitive environment. therefore if Bailey's want to increase its market share then it should do something in this field also. retailers feel that advertisement for this particular product has helped it to grow and capture the market size and with this aggressive advertisement strategy. whereas rest of the 8% have varying reasons. this particular product is being accepted in the market. . • In the case of Aquafina. 60% of the retailers feels that advertisement of Bisleri has played major role in maintaining its current market size whereas 40% does not think so. it is expected that in market share will increase in near future.12. 30% retailers feels that Bailey's sale is due to the advertisement whereas 70% of the retailers does not feel so.

Yes. Therefore to conclude. 70% retailers feels that sale of Kinley is due to its aggressive advertisement. Glacier. 10% of the retailers say that advertisement has played a role in increasing the market share whereas 90% does not feel so. Its very clear from the data that approx. . Coke and Bisleri. it can be said that advertisement has major role to play in the near future when the mineral water war has begun from the major giant players like Pepsi. etc) does not follow aggressive advertisement. therefore if Bailey's want to increase its market share then it should do something in this field also Other mineral water like Kinley too is banging on its add ad promotional strategy to capture larger chunk of market size.46% retailers feels that Hello sale is due to the advertisement whereas 54% of the retailers does not feel so. whereas rest of them does not feel so (Ganga.

“Aquafina will be helped by Pepsi’s network. After its successful test launch in Mumbai and Bangalore. One such brand is Pepsi’s Aquafina. since surveys have indicated that an overwhelming majority of the bottled water that is consumed in India is by people who are travelling. Nestle and Coke — the battle is the tougher arena of brand building.CONCLUSION The players who will endure will be those who have a strong regional presence. the largest selling bottled water brand in the US. Moreover. Aquafina will be served absolutely chilled. corporate communications. Vadodara. Similar brands with a regional presence are Siruvani. Thus. like Pepsi. Take the case of Team. new players will be looking for a distinct positioning. Ahmedabad. and Koday. Britannia. Aquafina was released in Chennai. who have the support of the financial muscle and a large consumer base in other categories with them. which enjoys immense popularity in TamilNadu. All the multinationals are looking at high-octane advertising targeting specific consumer segments. Sensing troubled waters ahead. With the big players.5 crore in the new Aquafina water project in Maharashtra. which is the only Aquafina plant outside the US. . According to the executive vice president. Pepsi Foods Ltd.” That makes sense too. Pepsi has invested over Rs. and Pune.

but as the changing rules of business and market. • Develop new marketing strategies due to raising competition in water trade. . • Displays of hot & cold dispensers and bottles at places like airports . changing & adopting new advance technologies. • Should respond to the competitors when they give some thing new to the consumer by giving the same or better. • Awareness programmes about the hygiene water in schools & colleges. • Reducing the cost of production by finding. one has to adopt & implement different & effective strategies at the right time to attain a position in this competitive world. Because he was the initiator in water trade business. • Should give proper service to the existing consumers. • Should give more stress & attention to the media and advertising. • Reducing the delivery time and the water will be refilled with in half an hour of the phone call. • Give more margins to the retailers and distributors so that they eagerly participate in increasing the company revenue by rising sales.Bisleri is busy working on a strategy to soak up the competition and protect his water kingdom. At the end I would like to say that being a market leader Bisleri have to adopt few things as follows because previously it was working under an environment which was equivalent to monopoly.metro stations. I would recommend the few things to the company. • The company should organize camps at various parts of the city. Also road shows to bring about the difference between mineral water and purified water .

Mineral water in polybags like milk be more convenient to the consumers. 2 per mlt as the perception of the people is that mineral water cost Rs. Place like departmental stores. 2. 7. schools & Nursing homes. Company like Acquafina & Kinley should come up with other big bottles variant. because people using purifier system cost too much. 4. The company should organise camps at various part of the city also road show to bring about the difference between mineral water and filter/purified water and to tell the people how mineral water is more hygienic than filtered water/purified water. . Bulk water delivery to home at no additional cost. clubs and airports where upper class group visits as they are the potential customers. 10 per Lt. 10. POP (Point of Purchase) displaying the cost of water at Rs. petrol pumps and super bazaars can also be considered. Awareness programs at health club . From the study it has been found that majority of the people does not have any brand preference. 12. 6. To aware people the cost benefit analysis to the customer of how the mineral water would cost less and benefit more. 3. Display of hot and cold dispensers and bottles at places like hotels.RECOMMENDATIONS 1. 5. 11. Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product. 8. To win over the consumer belief and faith over the genuity of the product. 9. The company should establish brand image in mineral water with the help of advertisement & better service to the customers. Flavoured water without sugar and artificial ingredients could be introduced so that the consumers also has a healthy substitute to the softdrinks.

The company should make proper arrangements to get away with the grievances of the consumers as soon as possible. 17. 'Buy two bottles get one' like offers can also be introduced by big brands. Water storing fridges should be provided to retailers by big brands. 15.13. Plastic quality of bottle can be improved as specially middle class segment don't want to throw plastic bottles after water consumption and like the same bottle to be used in future or domestic purposes. 14. To win over the consumer faith over the genuinety of the product the company should have redressal forums where people can convey their grievance. . 16. The redressal forum should be located zone wise and the company should see the zonal head reports every day regarding the grievances of the customers. Pirated or copied variants of branded water to be stopped.

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ANNEXURE CUSTOMER QUESTIONNAIRE 1. On what occasions do you usually use mineral water When travelling In college To the office At home Hotel others 5.Do you think of a specific brand when you think mineral water Aquafina Kinley Yes Bailey . If no then why not Price is the concern Carry home water Health is not an issue 3. If yes then why mineral water Health conscious Convenience is the key Others 4. Do you use mineral water Yes No 2.

Do you have aqua guard. etc. If the price of another brand of mineral water is reduced would you shift your brand? Yes No THANK YOU . at home Yes No 8.. If any specific brand then the reason Price Purity of water Trust in the brand Availability Others 7. zero B.Bisleri Hello Evian Others None 6.

Which brand offer best retailer margin? (a) Bisleri (b) Acquafina (c) Kinley (d) Yes (e) Hello (f) Kingfisher (g) Evian (h) Bailey (g) Any other (Pl.RETAILER QUESTIONNAIRE Name of Retailers: Name of Shop/distributor/stockist: Location: 1. Which is the brand you stock more? (a) Bisleri (b) Acquafina (c) Kinley (d) Yes (e) Hello (f) Kingfisher (g) Evian (h) Bailey (g) Any other (Pl. Specify?__) . Specify?__) 3. Are you aware of the fact that there are 186 brands in today's mineral water industry? Yes No 2. Which brand offer best credit scheme for retailers? (a) Bisleri (b) Acquafina (c) Kinley (d) Yes (e) Hello (f) Kingfisher (g) Evian (h) Bailey (g) Any other (Pl. Specify?__) 4.

What is the weekly sale of your famous brand? …………………………………………………………………………………………. Which brand offer maximum variants of plastic bottles? (a) Bisleri (b) Acquafina (c) Kinley (d) Yes (e) Hello (f) Kingfisher (g) Evian (h) Bailey (g) Any other (Pl. Specify?__) 8. Do you feel any major differences between branded and unbranded mineral water? …………………………………………………………………………………………. Specify?__) 6. Have ever receive complaints regarding any existing brand? If Yes which brand? (a) Bisleri (b) Acquafina (c) Kinley (d) Yes (e) Hello (f) Kingfisher (g) Evian (h) Bailey (g) Any other (Pl.5. . Which brand spends more on advertising? (a) Bisleri (b) Acquafina (c) Kinley (d) Yes (e) Hello (f) Kingfisher (g) Evian (h) Bailey (g) Any other (Pl. How often do you promote local brands and why? …………………………………………………………………………………………. 9. 10. Specify?__) 7.

How often do your customers asked for Bisleri. How frequently you receive Bisleri. What advantages do you get by stocking Bisleri. 13. 12. Kinley & Acquafina from their respective distributors? (a) Monthly (b) Weekly (c) Twice a week (d) daily THANK YOU . Kinley & Acquafina? ………………………………………………………………………………………….11. Kinley & Acquafina? ………………………………………………………………………………………….

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