Bisleri Scribd

MARKETING OF MAINERAL WATER-BISLERI
Executive Summary
Package drinking water:
The !"ntain ! a## #ie$ E%en a t!dd#er wi## te## &!" it i' a (ri)e need ! the
*!d&$ Si+t& (er cent ! !"r *!d& weight i' )ade "( ! it$ Water can a#'! *e the
ca"'e ! )"ch )i'er&$ E'(ecia##& in India, where c!nta)inated water
c!ntin"e' t! *ring d!wn )i##i!n' with di'ea'e' '"ch a' diarrhea, d&'enter&,
t&(h!id, -a"ndice and ga'tr!-enteriti'$
Getting ("re drinking water r!) )"nici(a# ta(' in citie' and t!wn' i' n!w a
#"+"r&$ At h!)e )!'t (e!(#e are !rced t! either *!i# water !r in'ta## ("riier'$
Whi#e tra%e#ing !r eating !"t in re'ta"rant', *"&ing *!tt#ed water ha' *ec!)e a
nece''it&$ Thi' need ha' 'een an e+(#!'i!n ! c!)(anie' )arketing .'ae
drinking water/ in *!tt#e' acr!'' the c!"ntr&$
N!w ar!"nd 011 c!)(anie' 'e## an e'ti)ated 232 )i##i!n #iter' ! *!tt#ed
water %a#"ed at ar!"nd R'$ 311 cr!re in the c!"ntr& ann"a##&$
The traditi!n ! *!tt#ed water and )inera# water i' n!t %er& !#d$ E%en in
we'tern c!"ntrie' the (ractice ! *!tt#ed drinking water 'tarted in 0451'$ The
trend ! ha%ing )inera# water gained gr!"nd' in the )arket$
Since ancient ti)e (e!(#e ha%e "'ed water r!) )inera# '(ring', e'(ecia##&
h!t '(ring', !r *athing d"e t! it' '"((!'ed thera(e"tic %a#"e !r rhe")ati'),
arthriti', 'kin di'ea'e', and %ari!"' !ther ai#)ent'$ 6e(ending !n the
te)(erat"re ! the water, the #!cati!n, the a#tit"de, and the c#i)ate at the
'(ring, it can *e "'ed t! c"re dierent ai#)ent'$ Thi' 'tarted the trend ! "'ing
)inera# water !r drinking ("r(!'e t! e+(#!it the thera(e"tic %a#"e ! the
water$ Thi' trend 'tarted gaining )!)ent") in )id 0471' and 'ince then #arge
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8"antitie' ! *!tt#ed water r!) )inera# '(ring' in France and !ther E"r!(ean
The c!nce(t ! *!tt#ed ha' *een 8"ite (re%a#ent in we'tern c!"ntrie' d"e t!
greater hea#th c!n'ci!"'ne'' and higher awarene'' a*!"t hea#th and h&giene
c!"ntrie' are e+(!rted e%er& &ear$
In IN6IA with e+(!'"re ! )edia and e+(!'"re t! internati!na# #ie 't&#e',
deteri!rating #e%e#' ! (!ta*#e water, increa'e in a n")*er ! water *!rne
ca'e', increa'e in awarene'' a*!"t hea#th and h&giene and !ther re#ated act!r'
#ed t! acce(ta*i#it& ! c!nce(t ! )inera# water$ The )arket ha' n!t #!!ked
*ack e%er 'ince then and ha' gr!wn #ea(' and *!"nd' t! '"ch an e+tent that a
n")*er ! gen"ine a' we## a' #&-*& -night !(erat!r' ha%e entered it t! )i#k it$
Table of Content
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Chapt
er
PARTICULARS Pg. o.
! "EERAL ITR#$UCTI#
!.! #b%ective
!.& Re'earch (etho)ology
!.* Scope #f Stu)y
!.+ Limitation'
!., Sample
! - *
& PAC.A"E $RI.I" /ATER
&.! 0o1 i' 2ottle 1ater )ifferent from Tap
1ater
&.& Competition
&.* Type' #f 2ottle /ater
&.+ "ro1th In 2ottle 1ater In)u'try
+ - 3
* 2ISLERI
*.! Intro)uction
*.& Expan'ion
*.* 2i'leri To)ay
!4 - !&
+ (AU5ACTURI" PR#CESS
+.! Storing #f /ater
+.& 6 Stage' #f /ater Treatment Plant
!& -!7
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+.* 2lo1ing Proce''
+.+ 2lo1ing Plant
+., 5illing Part
, (AR.ETI" (I8
,.! Pro)uct
,.& Price
,.* Place
,.+ Promotion
,., Segmentation
,.6 (ar9eting Practice'
,.: Tra)e Promotion Tool'
!3 - *6
6 CASE
6.! 0o1 2i'leri Reinvente) It'elf ; Staye) at
the Top even 1hen e1 companie' came
into the mar9et
6.& Colour #f (oney
6.* (ar9et 2u<<
*:- +&
: 5UTURE
:.! 5uture Plan'
:.& 2i'leri=' plan' #f Expan'ion
+*- +,
#2>ECTI?E
Thr!"gh thi' (r!-ect )& !*-ecti%e ha' *een t! "nder'tand the !##!wing:
T! kn!w a*!"t the c"rrent 'cenari! ! *!tt#e water )arket$
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The rea'!n' !r a 't"nted gr!wth in the (ackage drinking water
*rand
T! kn!w h!w the *rand BISLERI 'ti## r"#e' the *!tt#e water
)arket
T! kn!w the )arketing 'trategie' a((#ied *& BISLERI, it'
)an"act"ring (r!ce'' it' 2 P' etc and what i' it' i)(act !n the
c!n'")er'
T! "nder'tand and rea#i9e the need' and want' ! c!n'")er' and
h!w t! "#i## the)
Fina##& I carried !"t a '"r%e& t! ind !"t which i' the )!'t
(reerred *rand *& the (e!(#e : the '"r%e& wa' carried !n in
'!"th M")*ai '(ecia##& in area' #ike ch"rch gate and c!#a*a$
0o1 i' bottle 1ater )ifferent from tap 1ater@
Con'i'tent Auality and ta'te are tw! ! the (rinci(a# dierence' *etween
*!tt#ed water and ta( water$ Whi#e *!tt#ed water !riginate' r!) (r!tected
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'!"rce' - #arge#& r!) "ndergr!"nd a8"ier' and '(ring' - ta( water c!)e'
)!'t#& r!) ri%er' and #ake'$
An!ther act!r t! c!n'ider i' the )i'tance ta( water )"'t tra%e# and what it
g!e' thr!"gh *e!re it reache' the ta($ In c!)(#iance with internati!na#
reg"#ati!n', *!tt#ed water i' 'eale) an) pac9age) in 'anitar& c!ntainer'$ I a
*!tt#ed water (r!d"ct i' !"nd t! *e '"*'tandard, it can *e reca##ed$ Thi' can;t
ha((en in ca'e ! ta( water$
Acc!rding t! reg"#ati!n' in the <S, when *!tt#ed water i' '!"rced r!) a
c!))"nit& water '&'te) the (r!d"ct #a*e# )"'t 'tate '! c#ear#&$ =!we%er, i
the water i' '"*-ect t! di'ti##ati!n, de i!ni9ati!n !r re%er'e !')!'i', it can *e
categ!ri9ed that wa&, and d!e' n!t ha%e t! 'tate !n it' #a*e# that it i' r!) a
c!))"nit& water '&'te) !r r!) a )"nici(a# '!"rce$
Pr!ce''ing )eth!d' '"ch a' re%er'e !')!'i' re)!%e )!'t che)ica# and
)icr!*i!#!gica# c!nta)inant'
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Competition
The *!tt#ed water ind"'tr& ha' tw! !ther ind"'trie' a' it' *igge't c!)(etit!r'
in r!) ! Water ("riier' ind"'tr& and the '!t drink' ind"'tr&$ Th!"gh the
water ("riier ind"'tr& 'h!"#d *e credited t! ha%e d!ne the '(adew!rk, !r
'etting "( the !"ndati!n ! *!tt#ed water ind"'tr& *"t 'ti## it act' a'
c!)(etit!r' e'(ecia##& in the h!"'eh!#d and in'tit"ti!na# c!n'")(ti!n )arket$
S! the water ("riier i' a 'tr!ng c!)(etit!r in h!"'eh!#d and in'tit"ti!na#
)arket the '!t drink' )arket i' a 'tr!ng rather %er& 'tr!ng c!)(etit!r in the
retai# c!n'")(ti!n )arket$
B!tt#ed water *eca)e a (r!d"ct in the We't d"ring the 0431;' and de%e#!(ed
ra(id#&$ ="ge )arket 'i9e, n")er!"' #!ca# *rand' and c!ntr!##ed (rice
)echani') are '!)e ! the eat"re' ! the )arket there$ >!n'")er' in the
We't are quality conscious and di'(#a& brand loyalty$ Indian c!n'")er' #ack
!n *!th the c!"nt'$
In A'ia, Ind!ne'ia i' the #arge't and the !#de't )arket !r *!tt#ed water$ In
India, *!tt#ed water i' 'ti## n!t (ercei%ed a' a (r!d"ct !r )a''e' th!"gh? the
'cene i' changing '#!w#& thank' t! low pricing and aggressive marketing
strategy ad!(ted *& new entrant'$ S!)e '"r%e&' 'h!w that tr"ck dri%er' !n
highwa&' !r) a )a-!r ch"nk ! *!tt#ed water drinker'$ Penetrati!n in r"ra#
area' i' an!ther 'igniicant act!r that i' #ike#& t! (#a& a ke& r!#e in the
de%e#!()ent ! the *!tt#ed water trade$
In c!)(ari'!n t! g#!*a# 'tandard' India;' *!tt#ed water 'eg)ent i' #arge#&
"nreg"#ated$ Sae water i' rated with a dierent &ard'tick in dierent
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c!"ntrie'$ In India, the a'(ect ha' *een !%er#!!ked !r #!ng$ Indian c!n'")er'
tend t! *e#ie%e that an& *!tt#ed water i' 'ae water$ Thi' )a& n!t *e the ca'e$
Type' of 2ottle) /ater
There are 'e%era# dierent %arietie' ! *!tt#ed water$ The (r!d"ct )a& *e
#a*e#ed a' *!tt#ed water, drinking water !r an& ! the !##!wing ter)'$
Arte'ian /ell /aterB B!tt#ed water r!) a we## that ta(' a c!nined a8"ier
@a water *earing "ndergr!"nd #a&er ! r!ck !r 'andA in which the water #e%e#
'tand' at '!)e height a*!%e the t!( ! the a8"ier$
$rin9ing /aterB 6rinking water i' an!ther na)e !r *!tt#ed water$
Acc!rding#& drinking water i' water that i' '!#d !r h")an c!n'")(ti!n in
'anitar& c!ntainer' and c!ntain' n! added 'weetener' !r che)ica# additi%e'
@!ther than #a%!r', e+tract' !r e''ence'A$ It )"'t *e ca#!rie-ree and '"gar-
ree, F#a%!r', e+tract' !r e''ence' )a& *e added t! drinking water, *"t the&
)"'t c!)(ri'e #e'' than !ne-(ercent- *& Bweight ! the ina# (r!d"ct !r the
(r!d"ct wi## *e c!n'idered a '!t drink$
(ineral /aterB B!tt#ed water c!ntaining n!t #e'' than 351 (art' (er )i##i!n
t!ta# di''!#%ed '!#id' )a& *e #a*e#ed a' )inera# water$ Minera# water i'
di'ting"i'hed r!) !ther t&(e' ! *!tt#ed water *& it' c!n'tant #e%e# and
re#ati%e (r!(!rti!n' ! )inera# and trace e#e)ent' at the (!int ! e)ergence
r!) the '!"rce$ N! )inera# can *e added t! thi' (r!d"ct$
Purifie) /aterB Water that ha' *een (r!d"ced *& di'ti##ati!n, dei!ni9ati!n,
re%er'e !')!'i' !r !ther '"ita*#e (r!ce'' can *e #a*e#ed a' ("riied *!tt#ed
water$ Other '"ita*#e (r!d"ct na)e' !r *!tt#ed water treated *& !ne ! the
a*!%e (r!ce''e' )a& inc#"de .di'ti##ed water/ i it i' (r!d"ced *& di'ti##ati!n,
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.de-i!ni9ed water/ i the water i' (r!d"ced *& dei!ni9ati!n, !r .re%er'e
!')!'i' water/ i the (r!ce'' "'ed i' re%er'e !')!'i'$
Spar9ling /aterB Water that ater treat)ent and (!''i*#e re(#ace)ent with
car*!n di!+ide c!ntain' the 'a)e a)!"nt ! car*!n di!+ide that it had at
e)ergence r!) the '!"rce$
Spring /aterB B!tt#ed water deri%ed r!) an "ndergr!"nd !r)ati!n r!)
which water #!w' nat"ra##& t! the '"race ! the earth$ S(ring water )"'t *e
c!##ected !n#& at the '(ring !r thr!"gh a *!reh!#e ta((ing the "ndergr!"nd
!r)ati!n inding the '(ring$
/ell /aterB B!tt#ed water r!) a h!#e *!red dri##ed !r !therwi'e c!n'tr"cted
in the gr!"nd, which ta(' the water ! an a8"ier$
"ro1th in 2ottle /ater In)u'trie'B
It wa' in 04C7 that BISLERI 'et "( a *!tt#ing (#ant !r )an"act"ring
and )arketing it' )inera# water, which ai#ed *ad#&$
In 04CD-C4 the *rand . BISLERI/ wa' '!#d t! the .Par#e gr!"(/ *& the
Ita#ian c!)(an&, Par#e gr!"( #a"nched BISLERI '!da and )inera# water,
*"t again the c!nce(t ai#ed a' the Indian c"'t!)er wa' n!t read& t! *"& water
in *!tt#ed !r)$
The )arket re)ained d!r)ant !r the ne+t tw! decade' @i$e$ r!) 0471
t! 0441A the )arket thr!"gh!"t thi' (eri!d wa' !r)ed )ain#& *& the
(re)i") 'eg)ent #ike i%e- 'tar h!te#'$
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In the ear#& 0441;' wa' the !n'et ! #i*era#i9ati!n (!#ic&, and 'e##-! !
)a-!r '!t drink' *rand', BISLERI wa' c!)(e##ed t! te't the water'
again$
T!da& the de)and ! *!tt#ed water i' increa'ing at a )"ch higher rate
that ! car*!nated '!t drink'$ The )arket 'i9e ! *!tt#ed water t!! i'
e+(ected t! '"r(a'' the 'i9e ! '!t drink' )arket in near "t"re$ =LL,
which t!! ha' identiied the *!tt#ed water a' a gr!wth area ! "t"re, i'
(re'ent#& #!!king !r '!)e '"ita*#e *rand !r ac8"i'iti!n$ Britannia t!!
e%inced '!)e initia# intere't in the )arket *"t n!w 'ee)' t! ha%e
(!'t(!ned it' (#an'$ The e+i'ting (#a&er' t!! are 'et t! e+(and their
di'tri*"ti!n netw!rk t! ha%e their (re'ence acr!'' the c!"ntr&$
The )arket i' a#'! e+(ected t! "nderg! a )a-!r c!n'!#idati!n (ha'e$
A' !ne ! the )a-!r act!r' that are i)(!rtant !r '"cce'' in the )arket
i' the di'tri*"ti!n netw!rk, the (#a&er' with dee( (!cket' are e+(ected
t! g! !r ac8"i'iti!n ! e+i'ting ')a## regi!na# (#a&er' t! '(read their
netw!rk acr!'' the c!"ntr&$ A#read& >!ke ha' tied "( with Ee' !r
)an"act"ring ! it' *rand' in area' where it d!e'n;t ha%e (re'ence$
Th!"gh >!ke and Pe('i ha%e *!th, we## e'ta*#i'hed di'tri*"ti!n
netw!rk a' we## a' *!tt#ing : )an"act"ring (#ant', the& 'ee)' t! *e at
ad%antage *"t (#a&er' #ike =LL and Ne't#e with 'tr!ng inancia#
)"'c#e can ea'i#& t"rn the ta*#e' in their a%!r thr!"gh ac8"i'iti!n
r!"te$
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The !##!wing ta*#e 'h!w' the gr!wth in the (ackage
drinking water ind"'tr&
Cear "ro1th rate
044C-47 F-2 G
0447-11 01 G
3111-13 51 G
3113-12 71 G
3112-14 41G
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Intro)uction of 2i'leri
In 04C7, Bi'#eri an Ita#ian c!)(an&, 'tarted *& Sign!r Fe#ice Bi'#eri, ir't
*r!"ght the idea ! 'e##ing *!tt#ed water in India$ It 'tarted a c!)(an& ca##ed
Bi'#eri India$ In 04C4, Ra)e'h >ha"han, the >hair)an ! Par#e E+(!rt',
*!"ght !%er the *rand$ In th!'e da&', Bi'#eri (ackaged drinking water wa'
a%ai#a*#e in g#a'' *!tt#e'$
Being a ret"rna*#e (ackage !wing t! %ari!"' !ther (r!*#e)' '"ch a' *reakage
and weight, in 0473-7F, Bi'#eri wa' )ade a%ai#a*#e in PH> @P!#& Hin&#
>h#!rideA *!tt#e'$ Ater thi' (#a'tic (ackaging wa' intr!d"ced, thing' 'tarted t!
change, and 'a#e' increa'ed ra(id#&$
The "('"rge in the 'a#e' ! Bi'#eri 'tarted in 044F a' Ra)e'h >ha"han '!#d !
the Par#e 'ta*#e ! *rand', inc#"ding Th")' <(, Li)ca and G!#d S(!t$
Rec!gni9ing the (!tentia# ! the (ackaged drinking water )arket, he then
went !n t! c!ncentrate !n )aking Bi'#eri a t!( 'e##ing *rand in
India$Marketing and Brand' B#!g
Bi'#eri a *rand na)e '&n!n&)!"' t! )inera# water in India$ It ha'
a((r!+i)ate#& C1G )arket 'hare in (ackaged drinking water in c!"ntr&$
12 | P a g e
Brand i' !wned *& Par#e >!)(an&, which *!"ght !%er Bi'#eri in 04C4 r!)
Ita#ian c!)(an&$ Initia##&, Bi'#eri aced the (r!*#e)' ! acce(tance r!)
c!n'")er'$ It wa' diic"#t t! ad%erti'e !r a c!)(an& '!)ething a' a *!tt#ed
water, which i' c!#!"r#e'', ta'te#e'' and !d!"r#e''$ In )id eightie' c!)(an&
changed it' (ackaging t! PET *!tt#e' which 'h!w' tran'(arenc& and c#ear
water t! c!n'")er'$ Thi' ga%e )inera# water )arket a *!!'t$
In India, water i' 'carce and 8"a#it& i' (!!r '! initia##& the c!n'")er' were
!n#& !reigner' and NRI;'$ There!re, t! increa'e it' c"'t!)er;' *a'e,
c!)(an& ca)e "( with c!)!rta*#e and a!rda*#e (rice *!tt#e which wa' a
great '"cce'' and 'h!wed 211G gr!wth$
India *!tt#ed water )arket i' a((!+ i' w!rth R' 0,111-0,311 cr!re @R' 01-
03*i##i!nA$ Seeing thi' gr!wth !%er the &ear', )an& new (#a&er' ha%e entered
the )arket$ A)!ng't the) Kine#& r!) >!ke, A8"aine r!) Pe('i, kingi'her
and n!w =i)a#a&an r!) Tata are )ain (#a&er' ! ind"'tr&$ There are )an&
"(' and d!wn in #a't c!"(#e ! &ear' *"t *rand reca## ! Bi'#eri i' a)a9ing
which he#(ed c!)(an&$ In !rder t! dierentiate !r) !ther (#a&er' c!)(an&
trie' t! c!)e "( with dierent and new ca)(aign' !n reg"#ar inter%a#'
In ca'e ! !!d and water, whene%er (e!(#e are '"'(ici!"' ! the 8"a#it& !
(r!d"ct the& d!n;t eat "nh&gienic !!d and in'tead ! ha%ing n!n ("riied
water the& (reer t! 'ta& thir't&$ Bi'#eri it'e# 'ee)' t! (#a& !n thi' need !r
'aet&, c!ining the (!("#ar tag-#ine IP#a& it 'ae;$ The ad%erti'ing he#(ed
dierentiate the (r!d"ct r!) it' c!)(etit!r' wh!, )!re !r #e'',
c!))"nicated n!thing$ Bi'#eri;' 'ea# wa' a#'! *reakawa& @hence
irre(#acea*#eA, e%en th!"gh thi' )an"act"ring (r!ce'' ! 'ea#ing 'ee)' t! *e
'#!w and c!"#d c#!g "( the a''e)*#& #ine$
S!)ewhere a#!ng the n!w that '(ace wa' !cc"(ied *& A8"aina and Kin#e&$
The .'ae/ *reakawa& 'ea# wa' re(#aced *& a reg"#ar 'ea#, *"t the change
wa'n;t c!))"nicated and )!re %ariant' @(ackagingA e)erged$ S!)e ! the'e
%ariant' were '!#d 'i)"#tane!"'#&$ The& were )an"act"red in dierent (art'
! 6e#hi, and !ne had the we*'ite www$*i'#eri$c!) (rinted !n it, whi#e the
!ther had www$*i'#eri$c!$in (rinted$
S!, the )i'take wa' a c!)(#ete #ack ! c!))"nicati!n !n Bi'#eri;' (art$ N!w
the& ha%e a new (r!d"ct !"t - a )inera# water *rand @a' !((!'ed t! a
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(ackaged drinking water *randA, and the& are ad%erti'ing it$ Sti##, there are
three t&(e' ! Bi'#eri *!tt#e' in the )arket in 6e#hi right n!w$
N!w again Bi'#eri changed it' (ackaging and ca)e "( with a new *!tt#e$ It ha'
*een genera# ee#ing that Kin#e&;' new (ackaging i' )!re acce(ta*#e *& the
(e!(#e a' it i' ea'& t! gri( it$ In a (ackaged water )arket, where the (r!d"ct i'
n!t '! dierentiated, the c!)(an& ha' t! c!n'tant#& inn!%ate new *randing
techni8"e', di'tri*"ti!n channe#', ad%erti'ing and in act new (ackaging
techni8"e'$
Acc!rding t! the B"rea" ! India J I)age' Kn Standard' there are 0,311 *!tt#ed
water act!rie' a## !%er India @! which C11 are in !ne 'tate -- Ta)i# Nad"A$
O%er 011 *rand' are %&ing !r the R' 0,111-cr!re @R' 01 *i##i!nA *!tt#ed water
)arket and are hard 'e##ing their (r!d"ct' in e%er& wa& (!''i*#e -- *etter
)argin' t! dea#er', aggre''i%e ad%erti'ing, catch& tag#ine'$$$$ In '"ch a
'cenari!, The Strategi't take' a #!!k at h!w it a## 'tarted -- with Bi'#eri -- and
h!w Ra)e'h >ha"han, chair)an, Par#e Bi'#eri created a )arket !"t ! ("re
water$ E+cer(t' r!) a c!n%er'ati!n with Prerna Rat"ri:
We'tern E+(re'' =ighwa& in M")*ai ha' *een the r!"te t! '"cce'' !r tw!
we##-kn!wn )en$ One wa' the )ake-*e#ie%e '"(er *iker c") thie Ka*ir aka
L!hn A*raha) in the B!##&w!!d #ick 6h!!)? and the !ther i' the crat&
Ra)e'h >ha"han, wh! ha' )a'ter)inded the r"nawa& '"cce'' ! the R'$511
cr!re *!tt#ed water *rand, BISLERI in the c!"ntr&, r!) hi' 0't #!!r !ice in
the '(ark#ing green a8"a i## BISLERI *"i#ding$
BISLERI wa' !rigina##& an Ita#ian >!)(an& created *& Sign!r Fe#ice
BISLERI wh! ir't *r!"ght the idea ! 'e##ing *!tt#ed water in India$ BISLERI
then wa' intr!d"ced in M")*ai in g#a'' *!tt#e' in tw! %arietie' B *"**#& :
'ti## in 04C5$ Par#e *!"ght !%er BISLERI @IndiaA Ltd$ in 04C4 : 'tarted
*!tt#ing Minera# water in g#a'' *!tt#e' "nder the *rand na)e IBISLERI;$ Later
Par#e 'witched !%er t! PH> n!n-ret"rna*#e *!tt#e' : ina##& ad%anced t! PET
c!ntainer'$ Since 0445 Mr$ Ra)e'h$ L$ >ha"han ha' 'tarted e+(anding
BISLERI !(erati!n'$ In 311F BISLERI ann!"nced it' %ent"re t! E"r!(e$
14 | P a g e
F!r !%er F1 &ear', BISLERI ha' *een the (i!neer in the *!tt#ed water ind"'tr&
with it' inn!%ati!n' and an e&e !r (erecti!n$ And e%er 'ince it wa'
e'ta*#i'hed in 04C4, BISLERI ha' c!n'tant#& 'earched !r in'(irati!n in
nat"re$
15 | P a g e
The %ourney till no1
04C4: B"&' Bi'#eri *!tt#ed water r!) an Ita#ian c!)(an&, Fe#ice Bi'#eri$ It
wa' *!tt#ed in g#a'' *!tt#e' then$
Ear#&-04D1': Shit' t! PH> *!tt#e'$ Sa#e' '"rge
Mid-04D1': Switche' t! PET *!tt#e', which )eant )!re tran'(arenc& and #ie
!r water$
044F: Se##' car*!nated drink *rand' #ike Th")' <(, G!#d S(!t and Li)ca t!
>!ca->!#a !r R' 211 cr!re$
0445: Bi'#eri #a"nche' a 511 )# *!tt#e and 'a#e' 'h!!t "( *& 211 (er cent$
3111: Intr!d"ce' the 31-#itre c!ntainer t! *ring (rice' d!wn r!) R' 01 a #itre
t! R' 3 a #itre$
044D: Intr!d"ce' a ta)(er-(r!! and ta)(er-e%ident 'ea#$
3111: BIS cance#' Bi'#eriM' #icence ! a water *!tt#ing in 6e#hi J I)age' K 'ince
'!)e ! the *!tt#e' did n!t carr& ISI #a*e#? the #icence i' re't!red !ne-and-a-
ha# )!nth' #ater$
3113: Kin#e& !%ertake' Bi'#eri$ The nati!na# retai# 't!re' a"dit *& ORG-
MARG 'h!w Kin#e&M' )arket'hare at F5$0 (er cent c!)(ared t! Bi'#eriM' F2$2
(er cent$
16 | P a g e
E8PASI#
>ha"han )a& *e 'h!rt, 't!ck& and nearing 71, *"t hi' enth"'ia') and
%i*ranc& !%er the &ear' ha' n!t di)ini'hed an i!ta$ Ater a##, de'(ite the entr&
! a '#ew ! MN>' @inc#"ding >!ca- >!#a with KINLEE and Pe('i>! with
AN<AFINA and their c"tting edge )arketing gi))ick', >ha"han ha' n!t #!'t
hi' ir't )!%er ad%antage in the 'eg)ent$ =e ha' *een a*#e t! '"'tain and gr!w
hi' )arket 'hare in the !%er R'$3111 cr!re Indian *!tt#ed water )art$ .We
ha%e n! c!)(etit!r$ O"r *igge't c!)(etiti!n i' !"r !wn inc!)(etence,/ he
grin', de'cri*ing h!w it i' the "n!rgani9ed 'ect!r, which i' (re'ent#& wa#king
awa& with the #arge't ch"nk ! their (!tentia# c!n'")er'$ BISLERI c#ai)'
CCG )arket 'hare ! the !rgani9ed 'eg)ent$ .I we were (re'ent where the
"n!rgani9ed (#a&er' are 'e##ing, the& w!"#d n!t *e there at a##,/ gri)ace'
>ha"han$
Parle 2i'leri Limite)B Expan'ion plan'
Par#e Bi'#eri Li)ited i' "ndertaking a )a-!r e+(an'i!n t! increa'e it'
)an"act"ring aci#it& a' a#'! t! widen the di'tri*"ti!n netw!rk$ The t!ta#
(r!-ect c!'t i' e'ti)ated ar!"nd R' 3C1 cr!re$ O thi', R' C1 cr!re wi## *e
"ti#i'ed t! e+(and the e+i'ting )an"act"ring aci#itie' wherein the *!tt#ing
ca(acit& w!"#d *e d!"*#ed t! 311 )i##i!n ca'e' (er da&$ Ar!"nd R' 311 cr!re
wi## *e '(ent !n increa'ing it' di'tri*"ti!n netw!rk i%e-!#d !%er the ne+t tw!
&ear'$ A' a re'"#t, the c!)(an& wi## ha%e 01-#akh retai# !"t#et' *acked *& a
#eet !%er 5,111 %ehic#e'$
Par#e Bi'#eri a#'! (#an' t! (r!c"re rec&c#ing (#ant' r!) La(an, !r it' PET
*!tt#e', and 'et "( at #ea't tw! '"ch (#ant' in >hennai and 6e#hi at a c!'t ! R'
i%e cr!re each *& thi' &ear-end$ >r"'hed and c!)(acted *!tt#e' r!) !ther
(art' ! the c!"ntr& wi## *e tran'(!rted t! the tw! (#ant' and a *etter (art !
the c!)(acted PET wi## g! int! )an"act"ring (!#&e'ter &arn$
Th!"gh the c!)(an& (#an' t! c!)e !"t with an IPO, tw! &ear' d!wn the #ine,
the (re'ent ca(ita# e+(endit"re (#an wi## *e inanced entire#& thr!"gh interna#
accr"a#'$
17 | P a g e
<nder the #eader'hi( and %i'i!n ! Mr$ Ra)e'h L$ >ha"han, BISLERI ha'
"nderg!ne 'igniicant e+(an'i!n in their !(erati!n'$ The c!)(an& ha'
witne''ed an e+(!nentia# gr!wth with their t"rn!%er )"#ti(#&ing )!re than
twent& ti)e' in a 'h!rt '(an ! 01 &ear'$ The a%erage gr!wth rate !%er thi'
(eri!d ha' *een ar!"nd 21G with BISLERI en-!&ing )!re than C1G ! the
)arket 'hare$
>"rrent#& BISLERI ha' !! ranchi'ee' and 7 (#ant' acr!'' India? with (#an' !
'etting "( 2 new (#ant' !n water ind"'tr& in India which ha' )ade it
S&n!n&)!"' t! Minera# water and a h!"'eh!#d na)e$ S! nat"ra##& MWhen &!"
think ! *!tt#ed water, &!" think BISLERIM$
18 | P a g e
2ISLERI T#$AC
BISLERI %a#"e' it' c"'t!)er' : there!re ha' de%e#!(ed D "ni8"e (ack 'i9e'
t! '"it the need ! e%er& indi%id"a#$ We are (re'ent in 351)# c"(', 351)#
*!tt#e', 511)#, 0L, 0$5L, 3L which are the n!n-ret"rna*#e (ack' : 5L, 31L
which are the ret"rna*#e (ack'$ Ti## date the Indian c!n'")er ha' *een !ered
BISLERI water, h!we%er in !"r e!rt t! *ring t! &!" '!)ething rere'hing#&
new, we ha%e intr!d"ced BISLERI Nat"ra# M!"ntain Water - water *r!"ght t!
&!" r!) the !!thi##' ! the )!"ntain' 'it"ated in =i)acha# Prade'h$ =ence
!"r (r!d"ct range n!w c!)(ri'e' ! tw! %ariant': BISLERI with added
)inera#' : BISLERI M!"ntain water
It i' ca(t"ring it' )arket in India a' we## a' !ther c!ntinent'$ BISLERI ha'
*een n! 0 and i' ca(t"ring Indian )arket *& (r!%iding *e't 8"a#it& !%er a
(eri!d ! #!ng ti)e$ N!ne ! the water (r!d"ct' in #ine are a*#e t! c!)(ete
with BISLERI and th"' BISLERI 'tand "ni8"e in the )arket$
Bi'#eri;' c!))it)ent i' t! !er e%er& Indian ("re : c#ean drinking water$
BISLER water i' ("t thr!"gh )"#ti(#e 'tage' ! ("riicati!n, !9!ni'ed :
ina##& (acked !r c!n'")(ti!n$ $ Rig!r!"' R:6 : 'tringent 8"a#it& c!ntr!#'
ha' )ade BISLERI a )arket #eader in the *!tt#ed water 'eg)ent$
BISLERI;S endea%!r t! )aintain 'trict 8"a#it& c!ntr!#' each "nit ("rcha'e'
(er!r)' : ca(' !n#& r!) a((r!%ed %end!r'$ BISLERI (r!d"ce' their !wn
*!tt#e' in-h!"'e? : ha%e recent#& (r!c"red the #ate't w!r#d c#a'' 'tate ! the
art )achinerie' that ("t' the) at (ar with Internati!na# 'tandard'$ Thi' ha' n!t
!n#& he#(ed the) i)(r!%e (ackaging 8"a#it& *"t ha' a#'! red"ced raw )ateria#
wa'tage : d!"*#ed (r!d"cti!n ca(acit&$ E!" can *e re't a''"red that &!" are
19 | P a g e
drinking 'ae : ("re water when &!" c!n'")e BISLERI$ BISLERI i' ree !
i)("ritie' : 011G 'ae$ En-!& the Sweet ta'te ! P"rit& O
(anufacturing Proce''
BISLERI )an"act"rer' it' !wn (r!d"ct' and ha' it' !wn )an"act"ring "nit
which inc#"de' %ari!"' )achine', the wh!#e )an"act"ring (r!ce'' i' carried
!n *& BISLERI at it' (#ant$ The wh!#e )an"act"ring (r!ce'' i' di%ided int!
dierent (art' and it c!n'i't' ! dierent acti%itie' #ike water ("riicati!n
treat)ent, *#!wing ! the *!tt#e', i##ing ! the *!tt#e', (acking ! the *!tt#e'
etc$
The )an"act"ring (r!ce'' ! BISLERI i' carried !n in dierent (art':
Storing #f /ater
The water i' taken r!) the *!ring we## and then i' 't!red in h"ge tank',
BISLERI ha' C tank' ! 51,111 #itre' each, and water i' ir't taken r!) the
*!ring we## and 't!red in the'e tank'$
20 | P a g e
Tank' in which water i' St!red
6 STA"ES #5 /ATER TREAT(ET PLATB
0$ OPONATION
3$ FILTERATION
F$ >ARBON FILTERATION
2$ RESERHE OSMOSIS SESTEM
5$ MI>RO FILTERATION
21 | P a g e
C$ OPONE TREATMENT
1) #D#ATI#B
The (r!ce'' ! !9!nati!n en'"re' that the water re)ain' ree r!)
*acteria, '! that the water can ha%e a #!nger #ie and the )achine "'ed
!r thi' (r!ce'' ! !9!nati!n i' ca##ed !9!nat!r$
2) 5ILTERATI#B
The (r!ce'' ! i#terati!n re)!%e' '"'(ended (artic#e' r!) the water
*& 'and i#terati!n$
*E CAR2# 5ILTERATI#B
The 'tage ! car*!n i#terati!n re)!%e' *ad !d!"r and c!#!"r r!)
water and ("riie' it$
+E RE?ERSE #S(#SIS SCSTE(B
Thi' 'tage ! re'er%e !')!'i' '&'te) c!ntr!#' a## the di''!#%e' '!#id
(artic#e' and it c!n%ert' hard water int! '!t water$
,E (ICR# 5ILTERATI#B
<nder thi' 'tage ! )icr! i#terati!n additi!na# 'aet& )ea'"re' are
taked t! g"arantee ("rit& ! water$ In thi' 'tage additi!n ! )inera#
)agne'i") '"#(hate and (!ta''i") *icar*!nate i' (r!ce''ed$
22 | P a g e
6E #D#E TREAT(ETB
The !9!ne treat)ent increa'e' the 'he# #ie ! water$ T! en'"re )inera# water
i' he#d 'ae ree r!) c!nta)inati!n, "#tra%i!#et treat)ent and !9!ni'ati!n
(r!ce'' i' carried !"t$ O9!ne i' "n'ta*#e tri%a#ent !+&gen, a %er& (!wer"#
*actericide with n! 'ide eect, a' it di'integrate' int! !+&gen within c!"(#e !
h!"r'$ Steri#i9ati!n eect ! !9!ni'ed water c!ntin"e' e%en ater water i'
(ackaged, there*& en'"ring 'aet& ! Minera# Water "( t! it' ina# (acking$ T!
en'"re high 8"a#it& ! (acking )ateria#', c!)(!nent' #ike ca(' and *!tt#e' are
)an"act"red in-h!"'e r!) re'in' ! 8"a#it& '"((#ier'$
G!!d Man"act"ring Practice' are 'tringent#& !##!wed at a## ti)e'$ Pr!ce''ing
i' re#igi!"'#& )!nit!red at e%er& 'tage$ Te'ting '!"rce water, (r!ce''ing
(ara)eter', )icr!*ia# 8"a#it&, (ackaging )ateria# integrit& and ina##&, 'he#
#ie 't"die', !r)' an integra# (art ! 8"a#it& and 'aet& a''"rance (#an$
23 | P a g e
2i'leri to have o1n )i'tribution net1or9
S"dha Men!n
P<NE, A(ri# 2
PARLE 6rink' (#an' t! ("t "( it' !wn di'tri*"ti!n netw!rk acr!'' the c!"ntr&
!r the Bi'#eri )inera# water *rand$
The c!)(an& wi## in%e't a((r!+i)ate#& R'$ 311 cr!re' t! (r!c"re 3,111 tr"ck'
and hire the 'a)e n")*er ! 'a#e' (e!(#e *& end-3111 t! e+tend the
(enetrati!n ! the *rand$
Mr$ Ra)e'h >ha"han, >hair)an, Par#e 6rink', 'aid he e+(ect' an a#)!'t 211
(er cent gr!wth in *"'ine'' when the n")*er ! tr"ck' tran'(!rting Bi'#eri
)inera# water d!"*#e' r!) the c"rrent 0,111$
Predicting that he e+(ect' hi' c!)(an&M' t"rn!%er t! t!"ch R'$ 0,111 cr!re'
within the ne+t tw! &ear', he 'aid the idea i' t! en'"re that the Bi'#eri *rand
reache' e%er& n!!k and crann& ! the c!"ntr&$ =e 'aid: QQThe ke& t! '"cce'' in
an& *"'ine'' i' the di'tri*"ti!n and i &!" ha%e that in &!"r c!ntr!#, &!" ha%e
w!n )!re than ha# the *att#e$MM
Meanwhi#e, Mr$ >ha"han, wh! ("t' Par#eM' 0444-3111 t"rn!%er at R'$ F51
cr!re' @"( r!) R'$ 0C1 cr!re' #a't i'ca#A, a#'! (#an' t! gr!w the )arket with
the i%e-#itre %a#"e (ack, targeted )ain#& at h!)e' and in'tit"ti!n'$
24 | P a g e
Thi' *!tt#e, (riced at R'$ 35, e''entia##& )ake' )inera# water a%ai#a*#e t! the
c!n'")er at R'$ 5 a #itre$ The !ne-#itre *!tt#e i' a%ai#a*#e at R'$ 03, whi#e the
ha#-#itre !ne i' (riced at R'$ 5$ Mr$ >ha"han i' n!w !n the #!!k-!"t !r high-
8"a#it& c"(' t! )ake the water a%ai#a*#e in ')a##er 8"antitie'$
>!n'")er' wh! *"& the i%e-#itre %a#"e (ack ha%e t! (a& a Re$ 0 de(!'it t! the
retai#er, which can *e redee)ed !nce the *!tt#e i' ret"rned$ The i%e-#itre
(ack', #a"nched #a't 6ece)*er in G!a, are c"rrent#& a%ai#a*#e in 'i+ citie',
inc#"ding 6e#hi, B!)*a & and Banga#!re, and 'e## !%er 5,111 *!tt#e' a da&,
acc!rding t! Mr$ >ha"han$
QQThe c!)(an& h!(e' t! )ake the %a#"e (ack' a%ai#a*#e acr!'' India in the
ne+t c!"(#e ! )!nth',MM he added$
=e i', )eanwhi#e, di'(atching (e!(#e t! La(an thi' week t! (r!c"re a
rec&c#ing (#ant !r the PET *!tt#e' and 'aid at #ea't tw! '"ch (#ant' w!"#d *e
'et "( in >hennai and 6e#hi at the c!'t ! R'$ 5 cr!re' each, *& the end ! the
&ear$
>r"'hed and c!)(acted *!tt#e' r!) !ther (art' ! the c!"ntr& wi## *e
tran'(!rted t! the tw! (#ant', Mr$ >ha"han 'aid, adding that a *etter (art ! the
c!)(acted PET wi## g! int! the )an"act"re ! (!#&e'ter &arn: QQI ha%e
a#read& di'c"''ed R with Re#ian ce and a c!"(#e ! !ther )an"act"rer' R the
(!''i*i#it& ! 'e##ing the (!#&e'ter &arn th"' )an"act"red$MM =e h!(e' t!
en'"re that a## "'ed Bi'#eri *!tt#e' c!)e *ack t! retai#er' *& !ering
incenti%e'$
The c!)(an& (#an' t! d!"*#e it' ad%erti'ing *"dget r!) the R'$ F cr!re' !
#a't &ear t! R'$ C cr!re' ne+t &ear, acc!rding t! Mr$ >ha"han, wh! 'aid it wi##
a#'! (r!)!te the i%e-#itre (ack with e%ent' and P!P di'(#a&'$
25 | P a g e
With *"'ine'' gr!wing e+(!nentia##&, Mr$ >ha"han i' c!n%inced that water i'
the *"'ine'' t! *e in: QQBi'#eri i' a#)!'t a generic na)e, the N!$ 3 in the
*"'ine'' i' wa& *ehind )e, and I h!(e t! kee( it that wa&$MM
26 | P a g e
2L#/I" PR#CESSB
A ')a## t"*e #ike (#a'tic which i' kn!wn a' IPRE-FORM; i' *#!wn with the
he#( ! a )achine ca##ed SI6EL which ha' a te)(erat"re ! a*!"t D1 t! 41
degree >e#'i"', when thi' PRE-FORM i' ("t int! the SI6EL )achine it i'
*#!wn "( *& it' heat and t"rn' !"t int! a *!tt#e in a '(eciic 'ha(e acc!rding t!
the )!"#d (#ate' a%ai#a*#e in the SI6EL )achine' which gi%e' the *!tt#e' a
'(eciic 'ha(e
PRE-5#R(
27 | P a g e
2L#/I" PART
The ')a## t"*e )ade r!) (#a'tic kn!wn a' PRE-FORM? initia##& wa'
)an"act"red *"t d"e t! h&gienic rea'!n' it wa' 't!((ed and n!w it i' g!t
r!) !"t'ide and i' !"t '!"rced$ The SI6EL )achine i' !n#& "'ed !r *#!wing
the e)(t& *!tt#e'$ E%en the ca(' ! the *!tt#e' are !"t'!"rced a' the
)an"act"ring ! the ca(' w!"#d in%!#%e a #!t ! ti)e$ S! the SI6EL )achine
!n#& he#(' in the *#!wing ! the *!tt#e acc!rding t! )!"#d (#ate' a%ai#a*#e in it
which gi%e it a (erect 'ha(e and the PRE-FORM and the *!tt#e ca(' are
!"t'!"rced$
SI$EL
28 | P a g e
5ILLI" PART
Once the e)(t& *!tt#e' are )ade and *#!wn "( the water i' i##ed int! it$ The
)achine "'ed !r i##ing the water in the *#!wn *!tt#e i' ca##ed 6&nathr!nic$
The '(eed ! thi' 6&nathr!nic )achine i' that in !ne )in"te 001 *!tt#e' can
*e i##ed$
There are 7 'tage' t! the i##ing (r!ce''? the& are:
0A The *!tt#e i' 'teri#i9ed with air (re''"re
3A Then the *!tt#e i' i##ed with water
FA The *!tt#e i' 'ea#ed with a ca(
2A La*e#ing ! the *!tt#e take' (#ace
5A A## )andat!r& in!r)ati!n '"ch a' )arking the *atch n")*er,
)an"act"ring date, e+(ir& date and MRP$
CA In'(ecti!n ! the *!tt#e '"ch a' checking, 'ea#ing, (rinting and i##ing$
7A La't#& the *!tt#e i' (acked$
29 | P a g e

(ar9eting (ix
Accor)ing to Philip 9otler Fmar9eting mix i' the mixture ! c!ntr!##a*#e
)arketing %aria*#e' that the ir) "'e' t! ("r'"e the '!"ght #e%e# ! 'a#e' in the
targeted )arket/
In 'i)(#e w!rd' )arketing )i+ i' the c!)*inati!n ! !"r *a'ic e#e)ent' S
ingredient' "nder !ne head$ The 2P' ie Pr!d"ct, P#ace, Price, and Pr!)!ti!n$
30 | P a g e

PR#$UCT
T&(e' ! (r!d"ct'
BISLERI %a#"e' their c"'t!)er' : there!re ha%e de%e#!(ed D "ni8"e (ack
'i9e' t! '"it the need ! e%er& indi%id"a#$ The& (re'ent#& ha%e 351)# c"(',
351)# *!tt#e', 511)#, 0L, 0$5L and 3L which are the n!n-ret"rna*#e (ack' :
5L, 31L which are the ret"rna*#e (ack'$
Pr!d"ct' Pr!d"ced *& BISLERI
31 | P a g e
BISLERI with added Minera#' BISLERI Minera# Water c!ntain' )inera#'
'"ch a' )agne'i") '"#(hate and (!ta''i") *icar*!nate which are e''entia#
)inera#' !r hea#th& #i%ing$ The& n!t !n#& )aintain the (= *a#ance ! the *!d&
*"t a#'! he#( in kee(ing &!" it and energetic at a## ti)e'$
2i'leri (ountain /ater
BISLERI Nat"ra# M!"ntain e)anate' r!) a nat"ra# '(ring, #!cated in
<ttarancha# and =i)acha# ne't#ed in the %a't Shi%a#ik M!"ntain range'$
La"ded a' t!da&M' M!"ntain ! &!"thM, BISLERI Nat"ra# M!"ntain Water
re'!nate' with the energ& and %i*ranc& ca(a*#e ! taking &!" *ack t! nat"re$
BISLERI Nat"ra# Water i' *!tt#ed in it' tw! (#ant' in <ttarancha# and
=i)acha# Prade'h and i' a%ai#a*#e in 'i+ dierent (ack 'i9e' ! 351)#, 511)#,
0 #itre, 0$5 #itre, 3 #itre and 5 #itre'$
=i)a#a&an Water The water that a#)!'t de'cend' r!) the G!d':
32 | P a g e
The =i)a#a&a', the a*!de ! the G!d', where the earth )eet' the hea%en' and
where in #ie' nat"reM' "nt!"ched *!"nt&$ White g#acier', 'n!w-ca((ed
)!"ntain' and a (#eth!ra ! e+!tic her*' and !ther #!ra that ha%e thera(e"tic
(r!(ertie'$ Thi' i' where &!"M## ind a trea'"re tr!%e ! hidden nat"ra# '(ring
water that #!w' thr!"gh nat"ra# ("ri&ing i#ter', )inera# rich r!ck' and her*'
r!) which it a*'!r*' )an& hea#ing (r!(ertie'$ We *!tt#e thi' (ri'tine '(ring
water direct#& at '!"rce, at the !!thi##' ! the =i)a#a&a'$
And n!w the c"'t!)er', wi## get e%er& dr!( ! ("rit&, right here, in thi' *!tt#e$
BISLERI M!"ntain Water i' a%ai#a*#e in 511)#$ *!tt#e' : 0 #itre *!tt#e'$
Guality
In endea%!r t! )aintain 'trict 8"a#it& c!ntr!#' each "nit ("rcha'e' (re-!r)' :
ca(' !n#& r!) a((r!%ed %end!r'$ BISLERI (r!d"ce' it' !wn *!tt#e' in-h!"'e?
the& ha%e recent#& (r!c"red the #ate't w!r#d c#a'' 'tate ! the art )achinerie'
that ("t the) at (ar with Internati!na# 'tandard'$ Thi' ha' n!t !n#& he#(ed
BISLERI i)(r!%e it' (ackaging 8"a#it& *"t ha' a#'! red"ced raw )ateria#
wa'tage : d!"*#ed (r!d"cti!n ca(acit&$ E!" can *e re't a''"red that &!" are
drinking 'ae : ("re water when &!" c!n'")e BISLERI$ BISLERI i' ree !
i)("ritie' : 011G 'ae$ En-!& the Sweet ta'te ! P"rit&O
Rig!r!"' Re'earch and 6e%e#!()ent and 'tringent 8"a#it& c!ntr!#' ha%e )ade
BISLERI )arket #eader' in the *!tt#ed water 'eg)ent$ BISLERI ha' a#wa&'
*een c!))itted t! !ering e%er& Indian ("re and c#ean drinking water$ =ence
BISLERI water i' ("t thr!"gh )"#ti(#e 'tage' ! ("riicati!n, O9!ni'ati!n and
i' h&gienica##& (acked !r ina# c!n'")(ti!n$
33 | P a g e
The )achine' which are "'ed !r the *#!wing and i##ing ! the *!tt#e' are a#'!
c#eaned twice a )!nth$ A## the tank' are a#'! c#eaned *& the "'e ! che)ica#'$
There i' an !n#ine )!nit!ring '&'te) where the *atche' ! *!tt#e' are 'h!wn
and !nce the *atch cr!''e' a certain #i)it, an a#ar) i' heard$ E%er&da& a#)!'t
!ne #akh *!tt#e' are (a''ed thr!"gh the )!nit!ring '&'te)$ M!re!%er, in ca'e
there i' a (r!*#e) regarding the *atch !r e+a)(#e, the ca( 'ea# ! a (artic"#ar
*!tt#e i' n!t there !r #a*e#ing i' n!t d!ne (r!(er#&, the '&'te) rec!rd' that and
i))ediate#& the (r!d"cti!n i' ha#ted$ Thi' i' !##!wed a' (er the B"rea"
Standard' and i an& )i'take !cc"r' then the wh!#e *atch i' di'carded$
Thi' 'h!w' that the wh!#e *atch i' re(#aced and 't!((ed which indicate' high
8"a#it& c!ntr!#$ E%en (ractica##& e%er& 3 da&' te'ting and 'a)(#ing ! the
water and it' *!tt#e' are d!ne in the )arket and in their N"a#it& 6e(art)ent t!
check in ca'e an&thing i' wr!ng !r n!t$ In act there i' a 8"a#it& checker "nder
the 8"a#it& de(art)ent !r the ina# checking d!ne ! the water *e!re it i'
entered the )arket$
There i' a#'! a wareh!"'e where the 31 #itre *!tt#e' are ke(t !r 2D h!"r' t!
a##!w the !9!ne t! 'ett#e in it$ Thi' he#(' in (re%enti!n ! an& ger)' !r
har)"# che)ica#' and a#'! ("riie' the water$ The c!'t ! 8"a#it& "nd!"*ted#&
i' %er& eicient#& taken care ! in BISLERI, there are ti)e' when the c!'t !
8"a#it& increa'e' i$e$ in the rain& 'ea'!n' the c!'t increa'e' *eca"'e the water
i' ("riied twice than the n!r)a# 'ea'!n' a' '!)eti)e' the water )ight *e
dirt& d"e t! the rain', *i'#eri d!e'n;t take an& ri'k' and d!e' n!t c!)(r!)i'e
with their 8"a#it&$
#nline (onitoring Sy'tem
34 | P a g e
$e'ign
CreativityB
BISLERI ha' a 'e(arate creati%e de(art)ent which (r!)!te' the dierent
'i9e' ! the *!tt#e'$ The& ha%e intr!d"ced new )!"ntain water which i' in
he+ag!n 'ha(ed *!tt#e and i' a new "( gradati!n d!ne *& the)$ Thi' he#(' in
attracting new c"'t!)er' and create' a new 'en'ati!n in the )arket$ A#'! 3
&ear' ag! a new '!da *!tt#e wa' intr!d"ced which wa' na)ed a' BISLERI
Fi99& *ringing a h"ge de)and a)!ng c"'t!)er'$
M!re!%er, the creati%e de(art)ent ha' an e+(an'i!n 'che)e which wa'
intr!d"ced in Oct!*er 311D which wa' a c!)(act and idea# git !r the
c"'t!)er$ Thi' inc#"de' a 31#itre *!tt#e, 3 ridge *!tt#e', 0$5 #itre *!tt#e and a
35 | P a g e
351 )# *!tt#e with a ridge 'tand $Thi' wa' e+(eri)ented !r a )!nth and
which re'"#ted in the #!t ! de)and$
Ha#"e Engineering i' rede'igning the (r!d"ct a#read& e+i'ting$ The
rede'igning ! the *!tt#e ha' deinite#& taken (#ace in BISLERI$ Ear#ier the&
had a *#"e c!#!"red *!tt#e and then t! *ring in a dierent change, BISLERI
decided t! rede'ign the *!tt#e t! green c!#!"r$
O#d B!tt#e New B!tt#e
Labeling
La*e#ing (#a&' a %er& i)(!rtant r!#e BISLERI take' g!!d care a*!"t the
#a*e#ing a' it trie' t! create and c!)e "( with an e+citing and attracti%e #a*e#
a' it wi## attract the c"'t!)er'? a#'! #a*e#ing (#a&' an i)(!rtant r!#e a' it gi%e'
a #!t ! in!r)ati!n a*!"t the (r!d"ct ? #ike what are the c!ntent' ! a *!tt#e
36 | P a g e
h!w i' it )ade what d!e' it c!n'i't etc$ A#'! #a*e#ing gi%e' a #!t !
in!r)ati!n a*!"t the (r!d"ct ie the (rice ! the (r!d"ct? )an"act"ring date?
e+(ir& date etc$
PRICE
Price (#a&' a' %er& i)(!rtant r!#e a' it i' the !n#& P which he#(' in getting
re%en"e:
Fir't#& !ne can e+(#ain the act!r' which aect the (ricing
deci'i!n ie$
- Price i' direct#& re#ated t!
0$ 6e)and
3$ >!)(etiti!n
F$ Break-e%en P!int$
Sec!nd#&, i there i' a n!%e# (r!d"ct !r a#)!'t n! c!)(etiti!n, !ne can
G! !r higher (rice in the *eginning, )ake g!!d (r!it' t! ace
>!)(etiti!n and inn!%ati!n' at a #atter date$
- =!we%er i &!" are entering a c!)(etiti%e )arket &!"r entr& (rice
'h!"#d *e #!w t! en'"re *ig %!#")e' t! earn rea'!na*#e (r!it'$
In the *eginning BISLERI had n! c!)(etiti!n, '! the (rice ! BISLERI
wa' high, grad"a##& the (r!)!ter' dr!((ed the (rice$
- B"& ="ge 8"antit& at chea( rate, ater c!nir)ing de)and and 'e## at
chea( (rice, )ake the) addicti%e, then grad"a##& increa'e (riceA
37 | P a g e
2RA$ PAC.A"I"S PRICE Hin R'.E
Per bottle
2ISLERI
31 #itre 71
5 #itre 51
0$5 #itre 33
0 #itre 0D
511 )# 01
FF1)# D
351 )# c"( 5
Cu'tomer $elight
BISLERI i' in the *"'ine'' t! 'er%e the c"'t!)er$ It de'er%e' the *e't 8"a#it&
and (re'entati!n at a w!rth ! the (rice$ The& ha%e w!r#d c#a'' 8"a#it&, at the
#!we't (r!d"cti!n : di'tri*"ti!n c!'t$ Thi' )ake' the) "n*eata*#e #eader',
and he#(' the) in ha%ing 'ati'ied #!&a# c"'t!)er'$
BISLERI %a#"e' it' c"'t!)er' : there!re ha%e de%e#!(ed D "ni8"e (ack 'i9e'
t! '"it the need ! e%er& indi%id"a#$ At (re'ent the& (r!%ide 351)# c"(',
351)# *!tt#e', 511)#, 0L, 0$5L, 3L which are the n!n-ret"rna*#e (ack' : 5L,
31L which are the ret"rna*#e (ack'$ F!r the c"'t!)er' *i'#eri ha' c!)e "(
with a new 'che)e ca##ed the .RE$U(TI#/ 'che)e de'igned '(ecia##& !r
the c"'t!)er'$ In the Red")ti!n 'che)e BISLERI (r!%ide' !r R' F11 a 31#t
BISLERI *!tt#e, 3 ridge *!tt#e', a 0$5# *!tt#e, a 351)# *!tt#e and a ridge
'tand$
PLACE
BISLERI ha' a '(eciic di'tri*"ti!n channe# which the& !##!w:
38 | P a g e
6i'tri*"ti!n >hanne#

Fr!) the )an"act"ring (#ant the *!tt#e' wi## c!)e direct#& t! the 't!ckie't$
Taking !"t the C;5 agent r!) the di'tri*"ti!n channe#, '! a' t! increa'e the
)argin t! !ther e#e)ent' in the chain$
The wh!#e M<MBAI area i' *een di%ided int! 2 9!ne': SO<T= , WEST ,
>ENTRAL and NORT=$
The t!ta# n")*er ! 'toc9ie't w!"#d *e !&.
In the area ! SO<T= M<MBAI there w!"#d *e & 'toc9i't', !ne in the area
! FORT and !ther in the area ! M<MBAI >ENTRAL$ In the ca'e ! FORT
it wi## re8"ire , )i'tributor' c!%ering the area r!) 6A6AR t! >$S$T and
39 | P a g e
WA6ALA t! >$S$T$ The !ther 't!ckie't at M<MBAI >ENTRAL wi## re8"ire
3 di'tri*"t!r' t! c!%er the area r!) 6A6AR t! >=<R>=GATE$
In the area ! we't M<MBAI there w!"#d *e * 'toc9i't' in the area !
AN6=ERI, BORIHALI : HIRAR, >!%ering the area r!) MA=IM t!
6=AN< r!ad$ In the area ! Mahi) t! Andheri 5 di'tri*"t!r w!"#d *e there,
In the area ! L!ge'hwari t! 6ahi'ar 5 di'tri*"t!r w!"#d *e there, in the area
! 6A=ISAR t! 6A=AN< r!ad 2 di'tri*"t!r w!"#d *e there$
In the area ! >ENTRAL M<MBAI + 'toc9i't' w!"#d *e needed$ The
't!cki't w!"#d *e in G=ATKOPAR, KALEAN, AMBERNAT=, and
TITWALA$ The 't!cki't in the G=ATKOPAR w!"#d c!%er the area *etween
MAT<NGA t! M<L<N6$ The 't!ckie't in KALEAN w!"#d c!%er the area
*etween T=ANA t! KALEAN and it w!"#d re8"ire F di'tri*"t!r'$ The
't!cki't in AMBERNAT= w!"#d c!%er the area r!) KALEAN t! KARLAT$
A 't!ckie't in TITWALA w!"#d c!%er the area r!) KALEAN t! KASARA
and w!"#d re8"ire F di'tri*"t!r'$
In the ca'e ! NORT= M<MBAI there w!"#d *e * 'toc9i't'. It w!"#d c!%er
area ! PANHEL, <RAN, ALIBA<G, PENN, MA=A6, and HAS=I$ In the
area ! PANHEL 't!ckie't F di'tri*"t!r w!"#d *e needed and in the area !
MA=A6 't!cki't it w!"#d re8"ire F di'tri*"t!r and 'a)e i' the ca'e with
Ha'hi$ In the ca'e ! K=OPOLI and ALIBA<G direct water w!"#d *e
'"((#ied t! the di'tri*"t!r'$
Promotion
40 | P a g e
Po'itioning B P#a&ing Sae
Target au)ience B =ea#th and h&giene c!n'ci!"' (e!(#e
Per'onality B G"ardian, A"th!ritati%e, Re#ia*#e
Punch Line B .P#a& Sae/
T! kee( &!"r c!)(an& h"))ing with (r!ita*#e w!rk, it;' %ita# t! ad%erti'e
&!"r 'er%ice'$ E!"r c!)(an& i' g!ing t! re8"ire the )a+i)") e+(!'"re &!"
can a!rd$ Thi' c!n'tant e+(!'"re wi## a#ert (!tentia# c"'t!)er' wh! &!" are
and where &!" are when the& need a 'ign$ B& (!'iti!ning EO<R na)e at their
ingerti(' and e%en #itera##& di'(#a&ing it in r!nt ! their e&e', the&;## ca##
EO< !r identiicati!n (r!d"ct' and 'er%ice'$
There are a## t&(e' ! (r!)!ti!n$ The& range r!) direct )ai#, w!rd ! )!"th,
ad%erti'ing in new'(a(er' and te#e(h!ne direct!rie' t! radi! and T$H$ '(!t',
c!#d ca##' and te#e)arketing$ Whate%er the )edi"), c!n'ider the c!'t$
Ad%erti'ing wi## "'"a##& i' an e+(en'e that re)ain' in &!"r *"dget$
Bi'#eri !##!w' dierent (r!)!ti!n 'trategie' and "'e' dierent wa&' t!
(r!)!te their (r!d"ct #ike
A)verti'ement'
Ad%erti'e)ent' are (aid and and e#ectr!nic wa& ! c!))"nicati!n ie t!
c!n%e& the )e''age t! the c"'t!)er', *i'#eri c!)e' "( with dierent and
41 | P a g e
attracti%e ad%erti'e)ent' !n te#e%i'i!n' and cine)a ha##' t! attract c"'t!)er'
t!da& ad%erti'e)ent' rea##& attract the c"'t!)er' and *& #!!king at the
attracti%e ad%erti'e)ent (e!(#e *"& the (r!d"ct )!re$
$irect (ail
6irect )ai# i' an a%en"e ! (r!)!ti!n that target' a deinite a"dience with a
'(eciic #etter, *r!ch"re, !r !er. 6ierent (!tentia# c"'t!)er gr!"(' ha%e
%ari!"' need' that can *e .*"##;'-e&ed/ with a di'tinct 'er%ice !r (r!d"ct$ F!r
in'tance, we can drat a (er'!na#i9ed #etter t! h!te#', g&)', canteen' and a
dierent )e''age t! !ice'$ In h!te#' where c!n'")(ti!n ! water i' )!re a'
c!)(are t! the !ice '! we can gi%e the) additi!na# di'c!"nt and *etter
'er%ice' c!)(are t! the !ice$ In the ca'e ! the !ice where we there i' #e''
c!n'")(ti!n ! water and #e'' a%ai#a*i#it& ! '(ace we can (r!)!te !"r 5-#itre
-ar, 01 #itre' -ar and 31 #itre -ar'$
The *r!ch"re !r #etter 'h!"#d c!ntain in!r)ati!n a*!"t !"r (r!d"ct, which we
want t! target and which i' dierent and *etter than !ther (r!d"ct$ In ca'e !
*!tt#ed water we can dierentiate !"r (r!d"ct than !ther thr!"gh the 8"a#it& !
water, (rice, (ackaging, 'er%ice that i' %er& i)(!rtant$
In a c!"ntr& #ike India where re#igi!n and e'ti%a# (#a& an i)(!rtant r!#e in
!ne;' #ie, we can 'end (!'t card' !r greeting card' t! n!t !n#& !"r !wn
c"'t!)er *"t a#'! t! the (r!'(ecti%e c"'t!)er$
2uil)ing an) ?ehicle I)entification
O"r OWN 'ign' are an ad%erti'e)ent in the)$ F!r e+a)(#e a %an !r a te)(!
which i' green in c!#!r, than a## kn!w that it i' BISLERI carg! 'er%ice;' %an
42 | P a g e
!r te)(!, 'a)e in the ca'e ! c!ca- c!#a it i' red c!#!r and *#"e in ca'e !
Pe('i$
Price pac9'
A *anded (ack i' tw! re#ated (r!d"ct' *anded t!gether !r e+a)(#e:
t!!th(a'te and t!!th*r"'h$ In the ca'e ! '"))er where in India the c#i)ate i'
%er& h")id and h!t, and c!n'")(ti!n ! water i' a#'! high, '! in that ca'e
with the ("rcha'e ! e%er& !ne 0 #itre *!tt#e a ree c!#d ti''"e (a(er can *e
(r!%ided$
Tie-in-promotion'
In thi' ca'e where tw! !r )!re *rand' !r c!)(anie' tea) "( t! increa'e
("##ing (!wer$ N!wada&' there i' a cra9e ! Sikki) '"(er #!tt! '! with a
("rcha'e ! e%er& 31 #itre -ar the ticket wi## *e a%ai#a*#e at RS$5$
2ut to)ay fran9ly bi'leri i' recogni<e) by the punch line IPURE SA5E=
it ha' e'tabli'he) it'elf 'o 1ell that there i' no nee) of any promotion a'
1henever a per'on goe' to buy a bottle of mineral 1ater he 'ay' I"I?E
(E A 2ISLERI= an) )oe' not 'ay give me a bottle or mineral 1ater
SE"(ETATI#
The )inera# water )arket i' 'eg)ented acc!rding t! the t&(e ! c!n'")er':
5oreign Touri't'
F!reign t!"ri't' ha%e *een the )ain c!n'")er' ! the )inera# water a' the&
ace a #!t ! dige'ti!n (r!*#e)' d"e t! dierent !!d ha*it'$
43 | P a g e
$ome'tic Touri't'
6!)e'tic t!"ri't' ha%e 'witched t! )inera# water )ain#& *eca"'e ! 'aet&
and h&giene act!r'$
5a'hion Con'ciou'
Like '!t drink', drinking )inera# water i' a#'! c!n'idered a'hi!na*#e *&
'!)e (e!(#e$
The )inera# water c!n'")er i' )ain#& in the age gr!"( ! 31-F5 &ear' and i'
an ed"cated )idd#e c#a'' (er'!n$ Thi' i' a#'! the 'eg)ent ! r"it drink',
which ha%e "'"a##& *een (!'iti!ned a' "n and hea#th drink !r &!"ng ad"#t'$
The )inera# water )arket i' a#'! 'eg)ented a#!ng (ack 'i9e':
#ne litre bottle
Thi' i' )eant t! '(e## 'aet& and 'ec"rit& !r c!n'")er'$ It i' (!'iti!ned !n a
(re'tige (#at!r) !r the achie%er 'eg)ent - wh! #ike t! )ake a a'hi!n
'tate)ent *& drinking )inera# water$ Thi' 'eg)ent get' the )a+i)") 'a#e'$
,44ml bottle
Thi' 'i9e ha' *een intr!d"ced in the )arket t! target the indi%id"a# and #!ca#
tra%e#er'$
PET bottle'
The 'i9e ! the PET *!tt#e' %arie' r!) 01 t! 31 #itre'$ The'e are )ain#& !r
in'tit"ti!na# 'a#e' @Wedding (artie', =!te#', >!r(!rate, etc$A
C#SU(ER 0A2ITS A$ PRACTICES
44 | P a g e
>!n'")er' are gr!wing )!re health con'ciou' and are )!re care"# !
their drinking ha*it'$
2ran) loyalty i' %er& #!w a' a## the (r!d"ct' ta'te the 'a)e '! the& can
*"& -"'t an& (r!d"ct which i' !n the 'he#, 'a)e a' that ! '!t drink' and
r"it *e%erage'$
A%ai#a*i#it& in the chi##ed !r) and *rand awarene'' (#a&' a cr"cia# r!#e in
("rcha'e deci'i!n'$
Whi#e there i' n! a%er'i!n t! c!n'")(ti!n ! )inera# water *& an& age
gr!"(, thi' (r!d"ct i' )ain#& c!n'")ed *& the (e!(#e in the age gr!"( !
31-F5 &ear' wh! ha%e #e'' attracti!n ! '!t drink' !r !ther '&nthetic drink'
wherea' &!"ng'ter' #!!k in !r '!t drink' and r"it *e%erage' t! 8"ench
their thir't$
Hi'i*i#it& i' an!ther act!r that 'h!"#d *e taken care ! *& the c!)(anie' a'
c!n'")er' are n!t %er& *rand #!&a# and c!n'")e whate%er i' in r!nt !
the)$
>!n'")er' !ten drink *!tt#ed water a' an a#ternati%e t! ta( water$ The& think
it ta'te' *etter @n! ch#!rine ta'teA and (ercei%e it t! *e 'aer and ! *etter
8"a#it&$ The& a#'! #!!k !r 'ec"rit&: !!d 'canda#' in ind"'tria#i9ed c!"ntrie'
and water-*!rne di'ea'e' in de%e#!(ing c!"ntrie' great#& in#"ence c!n'")er';
attit"de'$ >!n'")er' *"& *!tt#ed water t! ee# we## and t! #!'e weight$ B!tt#ed
water i' (ercei%ed a' a hea#th& a#ternati%e t! !ther *e%erage'$ Th"', !r the
aerated *e%erage' *!tt#ed water !er' a (!tentia# threat$
45 | P a g e
M!re!%er, increa'ing "r*ani9ati!n, ca"'ing dec#ine' in ta(-water 8"a#it&, can
a#'! e+(#ain the (!("#arit&$ Beca"'e it i' "ntreated, nat"ra# )inera# water i'
(ercei%ed a' .nat"ra#/ *& cit& dwe##er' #!!king !r gen"ine (r!d"ct'$ =igher
#i%ing 'tandard' and a"t! "'age ena*#e (e!(#e t! ea'i#& *ring h!)e )!re and
hea%ier *!tt#e' ! water$ At the !ice, a *!tt#e ! water i' n!w a c!))!n 'ight
!n the de'k, ne+t t! the c!)("ter and the te#e(h!ne$ 6rinking *!tt#ed water i'
a 'ign ! a ri'e in the '!cia# 'ca#e$ A*!%e a##, *!tt#ed water ha' *ec!)e a h"ge
)arketing '"cce''$
46 | P a g e
STRENGTH
1. QUALITY STANDARD:-
Every bottle of BISLERI is put through a rigorous
Multi stage purification processes which includes micron
filtration and ozonisation.
It acuires ! stages of purification processes which ensure
uality water which is pure and safe for drin"ing purpose.
#ood manufacturing are the strength all the time processing
in religiously monitored at every stage.
2. TRUST FOR BRAND:-
More than $% la"hs people trust the BISLERI. &hey
buy only BISLERI water because it has became generic name
for mineral water. 'or e(ample) * +hen people go to buy the
mineral water many of them as" for BISLERI, even though
they get other brand.
3. LARGE RANGE OF PRODUCTS:-
BISLERI offers a large range of products which
attracts consumer of all categories. 'or e(ample) * - litre or
47 | P a g e
$%% ml pac" is useful for individual buyers, -. litres or .%
litres is useful for organization. &herefore it attracts large
number of customer.
4. MARKETING:-
BISLERI is promoted by an aggressive print / &0.
&0 is bac"ed by a 1oarding / point 2 of 2 sale material. Every
interface with customer is used as an opportunity to reinforce.
'or e(ample) * 3ll vehicles used for supply have been painted
in light green, bears the BISLERI logo / sport catchy baseline
li"es 4drin" and drive5.
5. DISTRIBUTION SYSTEM.
+ith little belief in the distributor system, the
company leverage its large fleet of truc" to supply bottled
water directly to retailers through a system called 6Route
Selling7 where the driver of truc" is trained to be a service
person. &his ensures that water supplied is fresh and bottles
are in good shape. BISLERI has more than 8%,%%% outlets in
the country.
48 | P a g e
6. EXPERIENCE OF MR.CHAUHAN M.D OF BISLERI!
'rom the vast e(perience of mar"eting #old
Spot and &hums 9p, Mr. :hauhan "nows that distribution
plays a crucial role in the successful mar"eting of bottled
drin"s. 1e "nows that ma"ing fresh water available within a
particular period of time is crucial for its success. 1e is
pursuing a multi* pac" and multi* price strategy.
". BULK # SEGMENT IS USEFUL FOR HOUSEHOLDS
ALSO:-
1ouseholds in certain parts of the country spend
a huge amount of money on fuel in order to purify the water.
&hey are supposed to buy the impure water and then they
have to spend money to purify it.
'or instance the water scarce south people spend large some
of money to buy water and still more to purify it. &he -. litre
product is hit in various cities of south.
$. GRO%ING POPULARITY:-
&he popularity of BISLERI is increasing rapidly
day by day. ;eople in the mar"et when it comes to mineral
49 | P a g e
water a person goes to any shop and as"s for BISLERI as
his<her first preference. BISLERI is seeing a growth of almost
$%= per year. +ith the small pac" being popular among
individuals user its bul" pac" is also generating the huge
demand which is capturing the mar"et for BISLERI. &oday !%*
>% = of total income of BISLERI comes from its bul" segment
and the company is planning to increase it up to 8%=.
&. THE BREAK A%AY SEAL:-
?eeping in mind the consumers need to
recognize a genuine product that cannot be tempered with.
&he uniue cap has been patented and cannot be duplicated.
&his technical strength ensures that the consumer will only
get a high safe product when they will drin" BISLERI.
MISSION STATEMENT
50 | P a g e
'T( )*(+,-. /0. 0,10.2/
3456,/7 )*(-48/9 :..),;1 ,; <,;- 566
52).8/ ,;864-,;1 =*.20;.22 )4*,/7 5;-
25=./7 5;- <5:,;1 ,/ .527 5+5,65>6. /(
/0. 8(;24<.* 5/ +.*7 5==(*-5>6.
)*,8..?
51 | P a g e
RAMESH CHAUHAN
(M.D. OF BISLERI INTERNATIONAL PVT LTD)
%EAKNESS
1.METHOD ADOPTED FOR DISTRIBUTION:-
&1E 6R@9&ESELLIA#7 policy adopted by
BISLERI for distribution is more e(pensive than more
commonly followed method of appointing distributors in
different towns. &his reduces the profit of company. &he
dealer margin is reduced due to this .therefore not many
dealer "eeps BISLERI in many areas. Indirectly this is
reducing the coverage of BISLERI.
2. REUSE OF BOTTLE BY LOCAL SELLERS AND
ILLEGAL MANUFACTURERS:-
Mar"et research conducted by BISLERI
revealed that the other overriding concern for this set of
buyers is the tampering of seal and the reuse of bottles.
Many have witnessed used bottles being refilled at railway
stations. &his deteriorates the brand image of BISLERI.
52 | P a g e
'or e(ample) * local sellers fill the bottle of BISLERI with
impure water and the bottles are purchased by illiterate
customers as BISLERI water but they buy water of low
uality. In this way brand of BISLERI gets affected.
3. FAULTS IN PRODUCTION:-
&ests conducted by various authorities shows
that it contains pesticides. In .%%. the .cm long insect was
found in the bottle of BISLERI. &his has affected its sales
and reputation. &he license of its two factories one at Aoida
and other at Bangalore has been cancelled because of fault
in production.
4. PRESSURE BY GO@ERNMENT AUTHORITY:-
3fter insect was found in the bottles, 'B3
C'ood / Brug 3dulterationD has cancelled the production of
BISLERI. 3fterwards it was allowed to resume it but in this
period its customer were moved towards other products. It
is constantly under chec" by various authorities.
5. NOT MEETING THE DEMAND OF THE CUSTOMER:-
53 | P a g e
In certain parts of south in our country big
bottles of BISLERI are in huge demand but the company is
unable to meet the demand of the consumers. &his is
affecting the demand for the product. So ;eople are forced
to use other brands of mineral water.
OPPORTUNITY

1. FAST GRO%ING FIELD:-
&he best beverage for India in the new
millennium seems to be water. In recent years, the bottled
drin"ing water mar"et has been witnessing high decibel
54 | P a g e
level of activity, with a host of new entrants. &he bottled
water mar"et which worth Rs. -%%% crore is e(pected to be
Rs. $%%% crore by .%-%. &his will increase a lot of scope for
bottled water mar"et.
2. BISLERI CAN UTILISE ITS DISTRIBUTION CHAIN:-
+ith BISLERI becoming a generic name for
bottled drin"ing water. If company can manage the
distribution chain of the product to ma"e it available where
the consumer needs it the most, the company may well
succeed in his gamble with water. 'or this the company can
connect it with dealers and other distributors who will
mar"et the products for them all around the world.
3. EXPANSION IN EUROPE:-
&he launch of BISLERI in the European
mar"et on E
th
September, .%%F has created a lot of scope
for BISLERI in the field. &his will also compensate the
deterioration of imageG BISLERI has suffered after insect
was found in the bottle. It will silence the critics and it will
also increase the faith of the customer for the brand. It will
create an international brand image and the uality will
increase.
55 | P a g e
4. LAUNCH OF PREMIUM PACK:-
&he company also has its premium product
range. &his is prepared "eeping $*star hotels and other
premium customer. &his pac" will be sold at Rs. .% per
litre. &his will give a tough competition to the E0I3A, the
biggest player in the premium water range which sells its -
litre water at a hefty of Rs.8$ per litre.
5. CHANGE OF IMAGE:-
&he company has changed the colour of
the product. It has changed from blue to green. By
changing the colour, the company has provided a new
product to the consumersG they will be getting a new and a
refreshing product.
A.INCREASE IN PRODUCTION:-
BISLERI is eyeing the Mar"et and is in
the process of increasing the production by setting E new
plants adding to its .Fplants. &his will increase the
production capacity of the company.

56 | P a g e

THREAT
1. MARKET IS EYED BY THE BIG PLAYERS:-
&he growth of the mar"et indicates the
need for the mineral water. Bue to this the heavy weights are
eyeing the mar"et. :o"e, ;epsi, Britannia, Aestle, 3uswaterH
is "een on raising their sta"es in this mar"et. +ith the cut
throat competition between :o"e and ;epsi, BISLERI is not
safe.
2. ENTERING OF NE% PLAYERS:-
&o get some share in the mar"et
many new players are entering in the mar"et. 3mong them
maIor names are #odreI, which is launching its product
3J93*;9RE and &ata*&ea is loo"ing forward to but
1imalayan, this will increase the competition. 3lso Britannia
which is distributing E0I3A is planning to launch its own
brand. &here are also new entrants 3&:@ with BRILLI3A&
water, BS '@@BS with :3&:1 are also coming. Even
1industan lever is planning to enter into the mar"et. &his is
give a tough competition to the current water brands
including BISLERI.
57 | P a g e
3. %ATER FILTER MANUFACTURERS:-
BISLERI is not only getting
competition from mineral water ma"er but is also facing a
tough competition from various water filter manufacturers
such as Eure"a 'orbes C3ua guardD. &hey have been
mar"eting there purifiers in the mar"et which has decreased
the sales of bottled water supply to homely customers.
4. ILLEGAL MANUFACTURERS:-
:ompany is facing a tough
competition from illegal manufacturers in the rural areas. &he
illegal manufacturers provide water at a very cheaper rate
then the branded manufacturers. &here are -%%%7s of illegal
manufacturers which are providing the water at a very
cheaper rate. &his is a serious problem for branded
manufacturers. &his companies also use the fa"e name of
branded bottled water i.e. BISLERI and supply their products
in the mar"et.
5. STRONG DISTRIBUTION CHANNEL OF THE OTHER
MANUFACTURERS:-
3nalysts feel that BISLERI7S brea"
away seal will not at all be effective the company having
strong distribution channel will only survive. &his rings the
58 | P a g e
warning bell for BISLERI because among other players ?inley
and 3uafina are having a strong distribution networ" of
:o"e and ;epsi. Aestle will be ban"ing on its chocolate
distribution networ". Even though the BISLERI has a strong
networ"s but its concentration on bul" segment can lead to
improper networ".
'or e(ample) * 3 chemist who is selling the - litre pac" may
not sell the .% litre pac". &his could disturb the networ".
A. NE% GO@ERNMENT POLICY:-
'or preparing - litre of mineral water
F litre of ground water is reuired. #overnment was not
charging ta( on the e(traction of the ground water. Aow by
introducing the new policy government is going to impose ta(
on the e(traction of the ground water, this will increase the
production cost because of which the companies will be
forced to increase the price which all consumers7 of all
categories can not afford. &he companies can compensate the
high production cost by reducing their mar"eting e(penses
but this will "eep the consumer unaware about the product.
&his is also effect the uality of the bottled water.
59 | P a g e
(AR.ETI" PRACTICES
Pre'ent#& )!'t ! the (#a&er' in the Indian )arket are 'e##ing their (r!d"ct
c#ai)ing it t! *e )inera# water$ A## the (#a&er' are %&ing t! gra* a ew (!int'
! )arket 'hare and the& are tr&ing t! get their *rand' end!r'ed *& '!)e !r
!ther a"th!rit&$ Recent#& >!ca->!#a ha' g!t it' *rand, Kin#e&, end!r'ed *& the
Federati!n ! Fa)i#& Ph&'ician' A''!ciati!n' ! India @FFPAIA t! create an
i)age ! *eing rec!))ended *& d!ct!r' and th"' ! the (r!d"ct *eing 'ae
and hea#th&$ Si)i#ar#& !ther c!)(anie' t! c#ai) t! ha%e ("riied their water
.n/ n")*er ! ti)e' t! 'h!w the '"(eri!rit& ! their (r!d"ct$ Man& (#a&er' are
(itching their (r!d"ct again't water ("riier ind"'tr& *& c#ai)ing their (r!d"ct
t! *e '"(eri!r t! that ("riied *& the'e water ("riier'$ Man& (#a&er' are
)arketing !n the (rice act!r a' we## a' the 'i9e act!r$ Whi#e !ther' are
!c"'ing !n (artic"#ar target 'eg)ent$
O%era## dierent (#a&er' are (#a&ing dierent t"ne' in !rder t! e'ta*#i'h their
*rand' in the )arket
60 | P a g e
2i'leri 5eel' The 0eat Continue)
In 044D, the *randed )inera# water )arket had gr!wn t! a 232 )i##i!n #itre
*"'ine'', %a#"ed at R' 2 *i##i!n$ There were 311 *rand' a%ai#a*#e in the
c!"ntr&$ In their *id t! garner greater )arket 'hare, )an& c!)(anie',
inc#"ding Par#e Bi'#eri tried t! )ake 8"a#it& and the ("riicati!n (r!ce''e'
the& "'ed their "ni8"e 'e##ing (r!(!'iti!n @<SPA$
In 3111, the *randed water )arket had gr!wn t! R' 7 *i##i!n$ New (#a&er' #ike
Pe('iM' A8"aina, >!ca->!#aM' Kin#e& and Ne't#eM' P"re Lie entered the
)arket$ The )arket wa' 'eg)ented int! (re)i"), (!("#ar and *"#k 'eg)ent'
@Reer Ta*#e I !r the (rice range in dierent 'eg)ent'A$
The (re)i") 'eg)ent wa' the #ea't cr!wded with -"'t !"r *rand': French
tran'nati!na#-6an!neM' E%ian and Ferrare##e and Ne't#eM' Perrier and San
Pe##agrin!$ The (!("#ar 'eg)ent wa' where )!'t ! the acti!n wa'$
Bi'#eri, Bai##e&, A8"aina, and Kin#e& were '!)e ! the d!)inant *rand' in
thi' 'eg)ent$ In the *"#k 'eg)ent @5, 03 : 31 #itre'A, Bi'#eri wa' a )a-!r
(#a&er with Kin#e& and A8"aina 'ta&ing !"t ! thi' 'eg)ent$
A' (r!d"ct dierentiati!n !n the *a'i' ! 8"a#it& *eca)e increa'ing#&
diic"#t, with each c!)(an& c#ai)ing that it' *rand wa' 'ae and ("re,
c!)(anie' *egan t! "'e (ackaging t! dierentiate their (r!d"ct'$ Bi'#eri
intr!d"ced a ta)(er (r!! 'ea# in the 511 )# *!tt#e$
=!we%er, ana#&'t' e#t that Bi'#eriM' e!rt' t! rein!rce it' ("re and 'ae i)age
with a ta)(er (r!! 'ea# )a& n!t *e a## that eecti%e a' c!)(etit!r' a#'! had
'i)i#ar ta)(er (r!! 'ea#ed *!tt#e'$ The& e#t that it wa' c!)(anie' with
'tr!ng di'tri*"ti!n channe#' that w!"#d d! we## in the #!ng r"n$ Pe('iM'
61 | P a g e
A8"aina wa' 'tr!ng#& (#aced *eca"'e it had the *acking ! Pe('iM'
di'tri*"ti!n netw!rk in the c!"ntr&$
In A"g"'t 3111, >!ca->!#a India #a"nched it' *!tt#ed water *rand, Kin#e&$
S!)e ana#&'t' 'aid that it w!"#d *e diic"#t !r Kin#e& t! )ake a dent in the
*randed water )arket in India *eca"'e it wa' a#read& !%ercr!wded and high#&
c!)(etiti%e$ >!))enting !n Kin#e&M' #a"nch, Ra)e'h >ha"han @>ha"hanA,
>EO ! Par#e Bi'#eri Ltd 'aid, TIt wi## *e t!"gh !r an&!ne t! *eat "' in thi'
ga)e$ We wi## re)ain )arket #eader'$T2
B& 3110, the )inera# water )arket wa' w!rth R' 01 *i##i!n and wa' gr!wing
at the rate ! 21G a &ear$ Kin#e& and A8"aina )ade inr!ad' int! the )arket
and *& March 3110, Kin#e& had a 01G )arket 'hare, A8"aina had 2G and the
'hare ! Bi'#eri had c!)e d!wn t! 50G$ B& L"ne 3110, Bi'#eriM' )arket 'hare
wa' 27G and A8"aina and Kin#e& t!gether acc!"nted !r !%er a third ! the
)arket @Reer Ta*#e IIA$
In 3110, *!th Kin#e& and A8"aina were )aking h"ge in%e't)ent' in *!tt#ing
(#ant' and di'tri*"ti!n$ B& 3113, >!ca->!#a India (#anned t! d!"*#e the
n")*er ! water *!tt#ing (#ant' t! 0C and Pe('i ann!"nced that it w!"#d add
'e%en )!re (#ant' t! the e+i'ting i%e$ In c!ntra't, Bi'#eri had !n#& 05 *!tt#ing
(#ant' and three ranchi'ee'$ Kin#e& had 511,111 !"t#et' c!)(ared t! Bi'#eriM'
F51,111$ Ana#&'t' e#t that Kin#e& and A8"aina had an edge !%er Bi'#eri
*eca"'e ! their 'tr!ng di'tri*"ti!n netw!rk$
62 | P a g e
TRA$E PR#(#TI# T##LS
Price Joff Hoff- invoiceE
A 'traight di'c!"nt ! the #i't (rice !n each ca'e ("rcha'ed d"ring a 'tated
ti)e (eri!d$ F!r in'tance, i a new *!tt#ed -ar i' intr!d"ced than thi'
(r!)!ti!na# t!!# wi## enc!"rage the) t! *"& the )ew (r!d"ct$
Sale' conte't'
It ai)' at ind"cing the 'a#e' !rce !r dea#er' t! increa'e' their 'a#e' re'"#t'
!%er 'tated (eri!d with (ri9e' g!ing t! th!'e wh! '"cceed$
Specialty a)verti'ing
Thi' t&(e ! ad%erti'ing c!n'i't ! "'e"#, #!w-c!'t ite)' *earing the
c!)(an&;' na)e !r *rand na)e with their c!ntact n")*er thi' ite)' are *a##-
(en' , ca#endar', )e)! (ad', which are "'ed *& dea#er' and 'a#e' (e!(#e %er&
!ten$
2ISLERI reinventing it'elf an) 'taying at the top even 1hen many ne1
companie' came in the pac9age) )rin9ing 1ater mar9et
Thi' i' a 'i)(#e ca'e which ta#k' a*!"t the %ari!"' )arketing 'trategie'
ad!(ted *& Par#e BISLERI Ltd$ t! arre't the '#iding )arket 'hare ! it'
*randed water *randUBISLERI$
BISLERI tried t! regain it' 'hare *& re(!'iti!ning it' *rand$ The ca'e
di'c"''e' in detai# the ad ca)(aign' and !ther )arketing 'trategie' "'ed *&
BISLERI t! re(!'iti!n the *rand$
63 | P a g e
"Old cola rivals Coke and Pepsi are discovering there is more money in water
than coloured water. Things are warming up in the Rs 10 billion bottled
drinking water market and competitors! including Parle"s Ramesh Chauhan!
#ace the threat o# a whitewash."
In the ear#& 0441', Par#e BISLERI LtdM' @Par#e BISLERIA Bi'#eri
0
had *ec!)e
'&n!n&)!"' with *randed water and had a )arket 'hare ! 71G$ In the #ate
0441', BISLERI;S )arket 'hare *egan t! er!de with new (#a&er' entering the
)arket$ The new (#a&er' a#'! (!'iti!ned their (r!d"ct' !n the ("rit& (#at!r)
and BISLERI e#t the need t! dierentiate it'e# r!) the cr!wd$
In the #ate 0441', BISLERI #a"nched it' P"re and Sae ad ca)(aign t!
c!n%ince the c!n'")er' that it wa' the !n#& ("re and 'ae *randed water in the
)arket$ =!we%er, in 3111-10, BISLERI aced an!ther cha##enge$ The >!#a
)a-!r', Pe('i and >!ca->!#a and the c!necti!ner& giant, Ne't#e, a#'! entered
the *randed water )arket in India$
Pe('i and >!ca->!#a had an e'ta*#i'hed di'tri*"ti!n netw!rk$ BISLERI
rea#i9ed that with the new (#a&er' a#'! c#a)*ering !n t! the ("rit& (#ank, it
had t! re(!'iti!n it'e# t! arre't it' dec#ining )arket 'hare$ In Se(te)*er 3111,
Par#e BISLERI #a"nched it' P#a& Sae ad ca)(aign$ The c!)(an& tried t! add
a "n e#e)ent t! BISLERI t! re-"%enate the *rand$ The "#ti)ate ai) wa' t!
increa'e BISLERI;S t"rn!%er r!) R' 2 *i##i!n
3
in 3111 t! R' 01 *i##i!n *&
311F$
In the ear#& 0441', the *randed )inera# water ind"'tr& wa' w!rth R' F *i##i!n,
(r!d"cing ar!"nd 45 )i##i!n #itre' in 0443$ Par#e;' BISLERI *rand #a"nched
in 0470, wa' the #eader with 71G )arket 'hare$ Ater 044F, the *randed
)inera# water ind"'tr& 'aw '!)e hectic acti%it&$
On an a%erage, e%er& three )!nth', a new *rand wa' #a"nched and an!ther
64 | P a g e
died$ In the #ate 0441', )an& internati!na# *rand' were (#anning t! enter the
*randed )inera# water )arket$$$
In the #ate 0441', Par#e BISLERI #a"nched an ad ca)(aign t! create a di'tinct
*rand i)ageUMThere i' -"'t !ne BISLERI$M =!arding' and (!int-!-'a#e
(r!)!ti!n )ateria# *acked an aggre''i%e (rint-and-TH ca)(aign, and e%er&
interacti!n with the c!n'")er wa' "'ed a' an !((!rt"nit& t! rein!rce the
)e''age that BISLERI wa' T("re and 'ae$T
The entire ca)(aign wa' *"i#t ar!"nd the ta)(er (r!! 'ea#'$ The ca)(aign
!c"'ed !n the 'aet& (r!%ided *& the T*reakawa&T 'ea#, *& i##"'trating the
ea'e with which c!n%enti!na##& 'ea#ed *!tt#e' c!"#d *e rei##ed and rec&c#ed$
Said A'h!k K"rien, >EO, A)*ience 6MArc&, BISLERI;S ad agenc&, TO"r
!*-ecti%e with the ca)(aign wa' t! high#ight the ta)(er-(r!! 'ea# and create
d!"*t in the c!n'")erM' )ind ! the ("rit& ! the !ther *rand'$ That i',
BISLERI the !n#& !ne that g"arantee' ("rit&$T In 3111, in the ace !
c!)(etiti!n r!) the new entrant', BISLERI decided t! (enetrate e%er&
(!''i*#e 'eg)ent ! the )arket *& intr!d"cing )!re (ack 'i9e' and t!
e'ta*#i'h the *rand 'tr!ng#& with trend& (ackaging$$
65 | P a g e
Compri'ion of .inley an) 2i'leri
.ILEC move) it off the o.! 'lot a couple of year' agoK but 2ISLERI
*rand reca## i' e&e*r!w-rai'ing -- the FD-&ear-!#d *rand i' 'ti## generic t!
*!tt#ed water in India, which i' w!rth R' 0,111-0,311 cr!re @R' 01-03*i##i!nA$
And that i' in '(ite ! the )!re than 0,311 *!tt#ed water act!rie' and 011
*rand' 'ca)(ering !r their 'hare ! the R' 0,D11-cr!re @R' 0D *i##i!nA *!tt#ed
water )arket @S!"rce: Techn!(ak Ad%i'!r'A$
Sti##, 011 c!)(etit!r' )ean' &!" canMt 'it *ack and re#a+, e%en i the )arket i'
'"rging ahead at 21 (er cent a &ear? &!" need t! kee( "( the *"99 ar!"nd &!"r
*rand$ Which i' wh& in Oct!*er #a't &ear, Par#e Bi'#eri changed the #!!k and
ee# ! it' #ag'hi( (r!d"ct, intr!d"ced a new %ariant @nat"ra# )!"ntain waterA
and ann!"nced it' (#an' t! #a"nch the
*rand in the <S -- a h"ge )arket !r de'igner water'$
BISLERI ha' a)*iti!"' (#an' t! in%e't R' 331 cr!re @R' 3$3 *i##i!nA in it' new
%ariant, )an"act"ring (#anet' and di'tri*"ti!n: it wi## in%e't R' 011 cr!re @R'
0 *i##i!nA -- "nded thr!"gh interna# accr"a#' -- in the nat"ra# )!"ntain water
*"'ine'', inc#"ding R' 21 cr!re @R' 21 )i##i!nA !r tw! (#ant' in <ttarancha#
and =i)acha# Prade'h, and R' C1 cr!re @R'
C11 )i##i!nA !r inra'tr"ct"re de%e#!()ent -- increa'ing the e+i'ting
)an"act"ring aci#it& a' we## a' widening the di'tri*"ti!n netw!rk$
O%er the ne+t tw! &ear', the c!)(an& wi## a#'! '(end )!re than R' C1 cr!re
@R' C11 )i##i!nA !n aggre''i%e )arketing$ It a#'! (#an' t! #a"nch *randed ice
and #a%!"red and %ita)in-enriched water$ B"t, #a"gh' Par#e BISLERI
chair)an Ra)e'h >ha"han, TTh!'e )a& ha%e t! wait$ I a) 'ti## !%erwhe#)ed
*& the c"rrent change'$T
66 | P a g e
T! *e '"re, the change' are n!tew!rth&$ F!r decade' n!w, BISLERI ha' *een
'!#d in c!nica# *!tt#e' -- a #egac& r!) the 04C1' when the water wa' '!#d in
g#a'' *eer *!tt#e'$ A#th!"gh it 'witched t! PET in the 04D1', the 'ha(e didnMt
change$
In'tead, the c!)(an& -"'t added '!)e )!re 'ha(e': c!nica# !ne-#itre *!tt#e',
he+ag!na# ha#-#itre !ne' and rectang"#ar tw!-#itre *!tt#e'$
TWe were -"'t *")*#ing a#!ng,T ad)it' >ha"han$ N!w, *!th reg"#ar *!tt#ed
water and the )!"ntain water %ariant are '!#d in a 'trea)#ined, r!"nd 'ha(e,
whi#e the "*i8"it!"' *#"e ! the #!g! ha' gi%en wa& t! a )!re internati!na#
#!!king a8"a green$
TIt take' c!"rage !r a generic *rand #ike BISLERI t! )ake '"ch a )a-!r
change,T 'a&' A'h!k K"rien, >M6, A)*ience P"*#ici' Ad%erti'ing, the
agenc& that ha' *een a''!ciated with Par#e BISLERI !r !%er 31 &ear'$
The Colour of (oney
67 | P a g e
>ha"han c#ai)' the change' are a#read& *earing re'"#t' -- a((arent#&, 'a#e' are
"( 51 (er cent !n a )!nth-!n-)!nth *a'i'$ E8"a##& i)(!rtant#&, the (ackaging
change' ha%e he#(ed Par#e BISLERI 'ha%e c!'t'$
Ear#ier, i+ing #a*e#' !n dierent#& 'ha(ed *!tt#e' -- e'(ecia##& the !ne' that
are ta(ered at the neck -- wa' diic"#t and ti)e c!n'")ing$ La*e#ing r!"nd
*!tt#e' ha' increa'ed the '(eed 01 ti)e'$
Eight )!nth' ag!, the c!)(an& a#'! #a"nched the (r!t!t&(e ! a r!"nded
*!tt#e with '#ight#& wider neck' @TA#a'ka neckT, in ind"'tr& ter)in!#!g&A$ The
change in de'ign )eant "'ing 3-F gra)' #e'' ! (#a'tic in e%er& *!tt#e, which
added "( t! an ann"a# 'a%ing ! R' F cr!re @R' F1 )i##i!nA$
E%en the new #a*e# he#(ed the c!)(an& c"t c!'t' -- *& "( t! R' C cr!re @R' C1
)i##i!nA a &ear$ The ear#ier 'hrink #a*e# ha' *een re(#aced with !ne )ade !
'"(eri!r *ia+ia##&-!riented (!#&(r!(&#ene i#) that can n!t !n#& take )!re
c!#!"r', *"t c!'t' ha# ! 'hrink #a*e#'$
N!w >ha"han i' h!(ing the new *!tt#e de'ign wi## he#( i)(r!%e the !"t("t a'
we##$ TEar#ier, the 8"a#it& ! the *!tt#e' wa'nMt c!n'i'tent - '!)e were thicker
than !ther', '!)e were *ent ar!"nd the *!tt!) and '! !n$ A## thi' ha)(ered
!"r e!rt' t! increa'e (r!d"cti%it&,T he 'a&'$
With a "ni!r) de'ign !r a## (r!d"ct 'i9e', the c!)(an& ai)' t! d!"*#e
*!tt#ing ca(acit& in it' 3F (#ant', t! 311 )i##i!n ca'e' a da&, *& the ir't ha# !
3117$
(ar9et bu<<
68 | P a g e
B& and #arge, )!'t *rand ana#&'t' a((r!%e ! BISLERI;S atte)(t t! rein%ent
it'e#$
Sa&' =ari'h Bi-!!r, >EO, =ari'h Bi-!!r >!n'"#t Inc, TThe a8"a green i'
re(re'entati%e ! re'hne'' and hea#th, tw! 8"a#itie' &!" a''!ciate with water$T
The changed c!#!"r 'che)e a#'! he#(' the *rand 'tand !"t in a 'ea ! a#)!'t-
"ni!r)#& *#"e-t!ned *!tt#e' ! water, the c!#!"r that wa' *r!"ght int! India
*& BISLERI$ A8"a green c!nnect' with the i)age' ! water, agree' A G
Kri'hna)"rth&, chair)an, AGK Brand >!n'"#ting, and !r)er chair)an and
M6 ! M"dra$
The e+ten'i!n int! )!"ntain water, th!"gh, ha' taken '!)e )arket watcher'
*& '"r(ri'e, e'(ecia##& 'ince it carrie' the 'a)e *rand na)e @which i' %irt"a##&
'&n!n&)!"' in India with (#ain *!tt#ed waterA$
TI did n!t e+(ect the) t! "'e the 'a)e na)e 'ince BISLERI i' generic t!
(ackaged water,T e)(ha'i'e' Ar%ind Singha#, chair)an, Techn!(ak Ad%i'!r'$
=e add' that whi#e *"i#ding a new *rand r!) 'cratch w!"#d ha%e )eant h"ge
c!'t' !r the c!)(an& @(erha(' "( t! ha# the (re'ent t"rn!%er ! the
c!)(an&A, the !((!rt"nit& it a!rded w!"#d ha%e *een w!rth the in%e't)ent$
ThereM' an!ther (!tentia# (r!*#e) with the new #a"nch: it #!!k' the 'a)e a'
the reg"#ar %er'i!n, ha' the 'a)e *rand na)e, and i' -"'t an!ther t&(e ! water
-- *"t c!'t' R' D )!re$ I'nMt there a ri'k in that 'trateg& ! c!n"'ing c"'t!)er'
wh! )a& think their retai#er i' tr&ing t! ri( the) !V
TL!!k at the #a*e# c#!'e#& *e!re &!" -")( t! c!nc#"'i!n',T warn' K"rien$
We##, the )!"ntain water *!tt#e' d! 'h!w a )!"ntain in the green #a*e#
*ackgr!"nd and a#'! c#ear#& 'tate what kind ! water it i', with the ca( *earing
the 'a)e i)age$
69 | P a g e
K"rien add' that e%en the crate' !r the new %ariant #!!k dierent *eca"'e !
the c#ear i)age ! )!"ntain' !n the)$ TWe tried t! create a a)i#& c!#!"r !r
a## BISLERI *rand' a' we## a' )ake the dierence c#ear,T he deend'$
>ha"han, t!!, ee#' that (e!(#e de)anding )!"ntain water are a 'e#ect ew,
wh! wi## kn!w what the& are *"&ing$ Nat"ra# )inera# water i' a %er& niche
categ!r& at (re'ent, acc!"nting !r -"'t 3-5 (er cent ! the (ackaged water
ind"'tr&$
Sti##, BISLERI wi## ha%e t! dea# with entrenched c!)(etiti!n - =i)a#a&a and
>atch ha%e *een (re'ent in thi' categ!r& !r '!)e ti)e n!w$ And BISLERI i'
(re(ared !r a *att#e$
In N!%e)*er, it kicked ! a high-deci*e# (rint, !"td!!r and te#e%i'i!n
ca)(aign, anch!red *& A)*ience$ The c!)(an& ha' *een targeting )a##',
)"#ti(#e+e', i%e-'tar h!te#' and (re)i") re'ta"rant' t! 't!ck the %ariant, in a
*id t! reach !"t t! it' target c"'t!)er -- a#"ent, "r*an and hea#th c!n'ci!"'$
It wi## (r!*a*#& d! we##, (redict' Bi-!!r$ TWe are entering a generati!n that i'
)!re c!ncerned a*!"t hea#th and we##ne'' than e%er *e!re,T he (!int' !"t$
>ha"han i' e8"a##& !(ti)i'tic a*!"t the '"cce'' ! hi' new %ent"re'$ =e i'
c!"nting !n nat"ra# water 'a#e' cr!''ing R' 311 cr!re @R' 3 *i##i!nA in the ne+t
tw! &ear'$
Meanwhi#e, the )arket i' *"99ing with ta#k' that the acti!n '"rr!"nding
Bi'#eri i' a Tdre''-"(T t! i)(re'' (!tentia# *"&er' !r the *rand -- '(ec"#ati!n
ha' e+tended t! the #e%e# that the *rand ha' *een %a#"ed at c#!'e t! R' 051
cr!re @R' 0$5 *i##i!nA$
70 | P a g e
5uture Plan'
(umbaiB Ater d!)inating the Indian )a'' (ackaged drinking water )arket
with a C1 (er cent 'hare, BISLERI i' a## 'et t! )ake a '(#a'h a*r!ad$
In the ne+t ew )!nth', it wi## 'tart e+(!rting BISLERI M!"ntain Water t!
take !n the #ike' ! French *rand E%ian in the (re)i") (ackaged drinking
water '(ace$
.N!w that we ha%e #a"nched BISLERI in a new he+ag!na# *!tt#e, it i' getting
a #!t ! a((reciati!n$ We;## '!!n *e #a"nching it in E"r!(e and A)erica in 3-F
)!nth' ti)e,/ 'a&' >hair)an, BISLERI Internati!na#, Ra)e'h >ha"han$
>ha"han 'a&' BISLERI i' ai)ing !r at #ea't W F - 2 )i##i!n ! 'a#e' in the ir't
&ear$
=!we%er, BISLERI i'nMt e&eing the #"crati%e !reign )arket a#!ne$ The Tata;',
t!!, want t! g! a*r!ad with the re%a)(ed =i)a#a&an )!"ntain water *rand$
The c!)(an& (#an' t! intr!d"ce new (r!d"ct' #ike #a%!red and '(ark#ing
water, *!th in the d!)e'tic and the internati!na# )arket'$
.We w!"#d *e #!!king at the entire c!n'")er (&ra)id which 'tradd#e' e%er&
kind ! (r!d"ct !ering, *"t that ha' t! *e !n the (#ank ! we##ne''$ S! thatM'
the (#at!r) we are creating,/ >EO, M!"nt E%ere't Minera# Water, Pradee(
P!ddar 'a&'$
BISLERI, t!!, (#an' t! #a"nch it' !wn *rand ! #a%!red water *& the end !
the &ear$
71 | P a g e
And certain#&, !r the Indian c!)(anie' that ha%e '! ar *een re'tricted t!
IndiaM' W 511-)i##i!n )arket, 8"enching the thir't ! *i##i!n' ! )!re
c"'t!)er' )ake' great *"'ine'' 'en'e$
2ISLERI=' Plan' of Expan'ion
BISLERI Internati!na# Pri%ate Li)ited, India;' #arge't 'e##ing )inera# water
c!)(an&, ha' ann!"nced (#an' t! e'ta*#i'h 35 new *!tt#ing (#ant' acr!'' India
t! )eet gr!wing c!n'")er de)and$ The c!)(an& i' ai)ing t! achie%e a 21G
gr!wth rate in the c"rrent i'ca# &ear$
S(eaking in M")*ai, BISLERI Internati!na# >hair)an and Managing
6irect!r Ra)e'h >ha"han 'aid, TWith the additi!na# (#ant' it wi## n!w *e
ea'ier t! reach e%er& c!rner ! the c!"ntr&$ Be'ide', with e%er& new (#ant,
there w!"#d *e w!"#d *e increa'ed ca(acit&$T
The c!)(an&, which a#read& ha' 53 *!tt#ing (#ant', i' (#anning t! in%e't R'
511 )i##i!n @W01$2)i##i!nA in 'etting "( the'e new *!tt#ing (#ant' in
Mahara'htra, Kera#a, La))" and Ka'h)ir, =i)acha# Prade'h, Ta)i# Nad",
Karnataka, <P, Ori''a, Lharkhand and n!rth Benga# 'tate'$
With a C1G 'hare in the R'03*i##i!n @W351 )i##i!nA )inera# water categ!r&,
BISLERI i' a#'! %ent"ring int! #a%!red water #ater thi' &ear, ha%ing a#read&
#a"nched BISLERI Fi99& S!da and BISLERI M!"ntain )inera# water$
The c!)(an& ha' !"t#ined an aggre''i%e )arket (enetrati!n 'trateg&? a d"a#-
di'tri*"ti!n (#an, reaching newer )arket', inc#"ding t!wn'hi(' and r"ra#
India$ The c!)(an& i' a#'! 'etting "( dedicated channe#' !r it' 31 #itre -ar' t!
en'"re that e%er& h!"'eh!#d and c!)(an& get' 'er%ice at their d!!r 'te($
72 | P a g e
An-ana Gh!'h, 6irect!r, BISLERI Internati!na# Pri%ate Li)ited, 'aid, TThe
"na%ai#a*i#it& ! c#ean drinking water, increa'e in water c!nta)inati!n and
hea#th awarene'' a)!ng c!n'")er' ha' #ed t! the gr!wth ! )inera# water
'eg)ent$ In the wake ! ri'ing c!n'")(ti!n ! )inera# water e%en in the r"ra#
hinter#and there i' a h"ge gr!wth !((!rt"nit& in India$
TBISLERI ha' *ec!)e a 'tr!ng c!n'")er *rand !%er the &ear' and t!da& we
ha%e a #!ng-'tanding re#ati!n'hi( with !"r di'tri*"t!r' and c!n'")er'/, 'he
added$
The c!)(an&X' di'tri*"ti!n netw!rk i' *eing e+(anded t! )eet the increa'ing
retai# and c!n'")er de)and'$ On a nati!na# #e%e#, there are 3,111 tr"ck' !n
ca## !r BISLERI, whi#e the n")*er ! tr"ck' a%erage' F11 and 351 in the
M")*ai and 6e#hi )arket a#!ne$ E%er& da&, '!)e 5,111 de#i%er& %an' dri%e
!"t ! the 53 'trategica##& #!cated BISLERI *!tt#ing (#ant' carr&ing !%er 0
)i##i!n "nit' ! ("re drinking water t! re(#eni'h the 't!ck' ! 3,511
di'tri*"t!r' and near#& C11,111 retai# !"t#et'$
73 | P a g e
$ATA AALCSIS
Packaged drinking water BISLERI
One 'igniicant !*'er%ati!n )ade r!) the 't"d& wa' that the n")*er !
(#a&er' in the )arket are increa'ing at a %er& a't (ace, e'(ecia##& the entr& !
)"#tinati!na#'$
Th"' it i' *e#ie%ed that a re'earch t! ind !"t the awarene'' #e%e# and reca##
#e%e# ! the *rand .BISLERI/ %i'-Y-%i' !ther )a-!r *rand' wi## gi%e an idea
a*!"t where d!e' the *rand e+i't' in the )ind ! the c!n'")er'$ Thi' )ight
he#( the *rand t! identi& the rea'!n !r the decrea'ing )arket 'hare$
Survey ob%ective
The Primary ob$ective o# the survey is to #ind out how does %&'()R&
#air in the *wareness and recall level as compared to the ma$or competitor.+
The 'econdary ob$ective is to #ind out the advertising medium by which
the %ottled water consumers are most in#luenced with.
Scope of Survey
The '"r%e& intended t! target c!n'")er' in S!"th M")*ai regi!n '(ecia##&
>h"rch Gate and >!#a*a and the '"r%e& wa' d!ne !n#& in '!"th M")*ai
'(ecia##& in area' #ike >h"rch Gate and >!#a*a$
74 | P a g e
Survey 1a' )one in three part'
0$ Survey of college going 'tu)ent' and (e!(#e, the *rand ! (ackage
drinking water (reerred *& )!'t ! the 't"dent' and the (e!(#e
3$ Survey of 'hop9eeper' ---- a'king the) which i' the )!'t 'e##ing
(ackage water *rand at their 'h!($
F$ Survey of )ifferent hotel' a' dierent h!te#' 'e##' dierent water
*rand'
75 | P a g e
AE8URES
N"e'ti!nnaire$
6ear re'(!ndent, I a) a 't"dent, d!ing )& TEBMS$ Thi' N"e'ti!nnaire i' a
(art ! an acade)ic (r!-ect !n .B!tt#ed water Ind"'tr&/$ A ew )in"te' !
&!"r' t! i## the 8"e'ti!nnaire wi## *e ! i))en'e he#($ Thank &!"$
0$ Which Brand' ! Minera# water are &!" aware !V
RRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRR
3$ Which BrandS' d! &!" (reerV
RRRRRRRRRRRRRRRR
F$ Wh& d! &!" (reer thi' (artic"#ar BrandV
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
2$ What in#"ence' &!"r deci'i!n t! *"& a (artic"#ar BrandV
Brand I)age
Ad%erti'ing
Price
A%ai#a*i#it&
76 | P a g e
Si9e S Package
5$ Fr!) which )edia did &!" c!)e t! kn!w a*!"t the %ari!"' *rand'V
Te#e%i'i!n
Maga9ine'
New'(a(er'
Retai# !"t#et'
Other'
C$ Are &!" aware ! the *rand BISLERIV
Ee'
N!
7$ =a%e 'een an& ad%erti'e)ent' ! .BISLERI/V
Ee'
N!
D$ I &e', whereV
4$ =!w d! &!" rate the !##!wing *rand':
G !r G!!d ----------------- A !r A%erage ---------------- P !r P!!r
77 | P a g e
BRAN6S Price A%ai#a*i#it& >!n%enience N"a#it& @P"rit&A
BISLERI
BAILEE
AN<AFINA
KINLEE
Personal in#ormation
ameB LLLLLLLLLLLLLLLLLLLLLLLLLLLLL
Area of Re'i)enceB LLLLLLLLLLLLLLLLLL
#ccupationB LLLLLLLLLLLLLLLLLLLLLLL
AgeB LLLLLLLLLLLLLLLLLLLLLLLLLLLLL
Than9 you
2ran) Preference
78 | P a g e

0
10
20
30
40
50
60
70
bisleri kinley aquafina balley
Series1
79 | P a g e
Influence' in )eci)ing to buy a particular 2ran)

price
20%
size
10%
band image
40%
advertisment
30%
80 | P a g e
(e)ia influence in )eci)ing the 2ran)

The S"r%e& wa' d!ne in area' ! '!"th M")*ai #ike >h"rch Gate, >!#a*a and
'! !n$ Man& c!##ege g!ing 't"dent' were a'ked a*!"t their *rand (reerence'
and a#'! )an& (e!(#e '(ecia##& !ice g!ing (e!(#e wh! carr& )inera# water$
A#'! '"r%e& ! dierent 'h!(' were d!ne a' dierent 'h!(' 'e## dierent
*rand' ! water, a#'! '"r%e& ! dierent )!%ie theater' were d!ne a' which
*rand d! the& 'e## and a#'! h!te#', a' dierent h!te#' 'e## dierent *rand'$
81 | P a g e
television
magazine
newspaper
retail outlet
others
The '"r%e& wa' d!ne in )an& (art':
0$ Minera# water i' a)!"' a)!ng &!"ng'ter' *eca"'e the& *"& a #!t !
(ackaged water a' it' h&gienic and a' the& 'a& it #!!k' c!!#$ T!da&
'(ecia##& &!"ng'ter' a' *rand reak and want a trend& and a 't&#i'h t&(e
! *!tt#e and a#'! c!!# and attracti%e ad%erti'e)ent' in#"ence the) a
#!t$
6ierent c!##ege' 'e## dierent *rand' ! (ackage water )a& *e a' the& ha%e a
c!ntract !r d"e t! the #ikene'' ! the 't"dent' t!ward' a (artic"#ar *rand$ A
ew ! the c!##ege' were the '"r%e& wa' d!ne are:
=$R >!##ege--- BISLERI
LAI =ind >!##egeUAN<AFINA
La#a La-(at Rai >!##egeUBISLERI, BALLEE
K$> >!##ege--- BISLERI
S&dneh) >!##ege--- KINLEE
=ind"-a >!##ege-- Bi'#eri
3$ F"rther e%en '"r%e& wa' d!ne ! %ari!"' theater' a' dierent theater'
'e## dierent *rand' !r Eg i a theater ha' a c!ntract with c!ca c!#a
then it can a#'! 'e## the )inera# water *rand KINLEE a' it;' a c!ca c!#a
*rand '! the theater which ha' a c!ntract with c!ca c!#a it cann!t 'e##
an& !ther *rand than KINLEE a' it *e#!ng' t! c!ca c!#a$
6ierent theater' 'e## dierent *rand' ! (ackage water #ike:
Rega# >ine)aUBISLERI
82 | P a g e
Ster#ing-- AN<AFINA
Metr!--- KINLEE
New E+ce#'i!rUBISLERI
F$ S"r%e& ! dierent h!te#' wa' a#'! d!ne a' dierent h!te#' a#'! 'e##
dierent )inera# water *rand which a#'! de(end' !n their c!ntract a'
!r Eg i a h!te# ha' a c!ntract with Pe('i then the& wi## 'e## the water
*rand AN<AFINA and '! !n$ A ew ! the h!te#' are:
B!)*a& B#"e'UAN<AFINA
N!!d#e Bar--- AN<AFINA
Ming (a#ace--- KINLEE
Mahe'h L"nch =!)eUBISLERI
F!!d InnUBISLERI
5 S(ice--- KINLEE
83 | P a g e
#ver all vie1

0
10
20
30
40
50
60
Series1
60 45 50 30
bisleri aquafina kinley balley
84 | P a g e
When we ta#k a*!"t (ackage drinking water *rand' there i' a %er& )in!r
dierence *etween a## the *rand' *"t BISLERI 'ti## r"#e' the (ackage drinking
water )arket and can *e ca##ed a' the king$ B"t *rand' #ike AN<AFINA,
KINLEE are a#'! catching "( '(ecia##& KINLEE which a' de%e#!(ed it'e# in
a %er& 'h!rt '(an ! ti)e and there i' a %er& )in!r dierence *etween a## the
*rand'$
BISLERI th!"gh a' an ad%antage a*!%e a## the a' it i' rec!gni9ed (e!(#e
rea##& (reer thi' *rand and BISLERI i' '! a)!"' that it d!e' n!t need )"ch
(r!)!ti!n$
A 'i)(#e e+a)(#e can *e gi%en i' that .whene%er we g! t! *"& a *!tt#e !
)inera# water we d! n!t 'a& .gi%e )e a *!tt#e ! water *"t we 'a& GIHE ME
A BISLERI;; ater thi' there i' n!thing )"ch t! *e 'aid$
85 | P a g e
86 | P a g e
C#CLUSI#
The i)(!rtant increa'e in India can *e ea'i#& e+(#ained thr!"gh the gr!wth !
the (!("#ati!n and (r!*#e)' ! water 8"a#it& and water '"((#ie'$ <nti# 0443,
the de)and !r *!tt#ed water in India wa' )!'t#& #i)ited t! !reign t!"ri't',
c!r(!rate )eeting', c!nerence', etc$ The intr!d"cti!n ! *"#k (ackaging
e+tended the )arket t! new and n")er!"' c!n'")er'$
B!tt#ed water i' a (artic"#ar#& c!)(etiti%e )arket, hence c!)(anie' need t!
de%e#!( di%er'e )arketing 'trategie', '"ch a' acce''ing new )arket' *&
!wning !r de%e#!(ing (artner'hi( with regi!na# *rand', de%e#!(ing new
(r!d"ct' @'"ch a' #a%!red waterA !r *&-(r!d"ct' @'"ch a' c!')etic'A and
de%e#!(ing 'er%ice' @h!)e and !ice de#i%er& ! waterA
T!da& )!re and )!re c!)(anie' are c!)ing "( in the (ackage drinking water
)arket a' there i' a #!t ! 'c!(e in *!tt#e water )arket a' 'eeing the increa'e
in Indian (!("#ati!n$ T!da& the (e!(#e ! India are %er& h&gienic and !n#&
(reer *!tt#e water which increa'e' in the 'c!(e ! *!tt#e water )arket$
B& #!!king at the increa'ing de)and ! *!tt#e water c!)(anie' ha%e t! 'ee
that the& "'e )!dern )arketing 'trategie' and a#'! c!)e "( with trend&
*!tt#e' and 'ati'& the want' ! the c!n'")er$
87 | P a g e
2ibliography
Whi#e w!rking !n thi' (r!-ect I did a #!t ! '"r%e&' *& a'king (e!(#e
(er'!na##& a*!"t the *rand ! (ackage drinking water the& (reer? a' we## a'
caring !n '"r%e& *& 8"e'ti!nnaire'$
M!'t ! the (r!-ect wa' )ade !n the *a'i' ! Primary )ata.
I (er'!na##& %i'ited the BISLERI (#ant at We'tern E+(re'' =ighwa& Andheri
Ea't, %i'iting the (#an wa' an e+(erience ! a #ie ti)e I 'a& the wh!#e
)an"act"ring (r!ce'' and h!w the water i' ("riied and then (acked$ M!'t !
the (r!-ect wa' d!ne *& )&'e# *& )& !*'er%ati!n a' I had %i'ited the
BISLERI (#ant an the certiicate i' attached a*!%e I (er'!na##& %i'ited the
Marketing Manager ! BISLERI where he t!#d )e a*!"t their )arketing
'trategie' and h!w the& carried !n their di'tri*"ti!n and h!w BISLERI i' a*#e
t! )aintain it' 'tandard at the t!($
A## the in!r)ati!n c!##ected wa' )& !wn where I did #!t ! '"r%e&' !
't"dent', (e!(#e etc
I e%en (er'!na##& %i'ited dierent theater' and 'h!(' and h!te#' in the area' !
'!"th M")*ai '(eciica##& c!#a*a and ch"rch gate a' dierent theater', h!te#'
and 'h!(' 'e## dierent *rand' ! water$ A#'! a 8"e'ti!ner' '"r%e& wa' d!ne
t! ind !"t the )!'t (reerred *rand *& the (e!(#e$
A(art r!) thi' I %i'ited 'ite' #ikeU
www$*i'#eri$c!)
www$)anage)entca'e'$c!)
www$icri$c!)
I reerred a ew new' (a(er' #ike ec!n!)ic ti)e' etc
88 | P a g e
B"t )!'t ! the '"r%e& wa' d!ne *& )e a' I (er'!na##& %i'ited the BISLERI
(#ant at We'tern E+(re'' =ighwa& Andheri Ea't and )et the )arketing
)anager (er'!na##&$
89 | P a g e

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