Professional Documents
Culture Documents
Bisleri Project For Management Student
Bisleri Project For Management Student
Executive Summary
Package drinking water:
The fountain of all life. Even a toddler will tell you it is a prime need of the
body. Sixty per cent of our body weight is made up of it. Water can also be the
cause of much misery. Especially in India, where contaminated water continues
to bring down millions with diseases such as diarrhea, dysentery, typhoid,
jaundice and gastro-enteritis.
Getting pure drinking water from municipal taps in cities and towns is now a
luxury. At home most people are forced to either boil water or install purifiers.
While traveling or eating out in restaurants, buying bottled water has become a
necessity. This need has seen an explosion of companies marketing safe
drinking water in bottles across the country.
Now around 100 companies sell an estimated 424 million liters of bottled water
valued at around Rs. 200 crore in the country annually.
The tradition of bottled water and mineral water is not very old. Even in western
countries the practice of bottled drinking water started in 1950s. The trend of
having mineral water gained grounds in the market.
Since ancient time people have used water from mineral springs, especially hot
springs, for bathing due to its supposed therapeutic value for rheumatism,
arthritis, skin diseases, and various other ailments. Depending on the
temperature of the water, the location, the altitude, and the climate at the spring,
it can be used to cure different ailments. This started the trend of using mineral
water for drinking purpose to exploit the therapeutic value of the water. This
trend started gaining momentum in mid 1970s and since then large quantities of
1
Table of Content
2
Chapt
PARTICULARS
Pg. No.
er
1
GENERAL INTRODUCTION
1-3
1.1 Objective
1.2 Research Methodology
1.3 Scope Of Study
1.4 Limitations
1.5 Sample
2
4-9
BISLERI
10 - 12
3.1 Introduction
3.2 Expansion
3.3 Bisleri Today
MANUFACTURING PROCESS
12 -18
MARKETING MIX
19 - 36
3
CASE
37- 42
6.1 How Bisleri Reinvented Itself & Stayed at
the Top even when New companies came
into the market
6.2 Colour Of Money
6.3 Market Buzz
FUTURE
43- 45
OBJECTIVE
Through this project my objective has been to understand the following:
To know about the current scenario of bottle water market.
The reasons for a stunted growth in the package drinking water
brand
To know how the brand BISLERI still rules the bottle water
market
4
Competition
The bottled water industry has two other industries as its biggest competitors in
from of Water purifiers industry and the soft drinks industry. Though the water
purifier industry should be credited to have done the spadework, for setting up
the foundation of bottled water industry but still it acts as competitors especially
in the household and institutional consumption market. So the water purifier is a
strong competitor in household and institutional market the soft drinks market is
a strong rather very strong competitor in the retail consumption market.
Bottled water became a product in the West during the 1920s and developed
rapidly. Huge market size, numerous local brands and controlled price
mechanism are some of the features of the market there. Consumers in the West
are quality conscious and display brand loyalty. Indian consumers lack on both
the counts.
In Asia, Indonesia is the largest and the oldest market for bottled water. In India,
bottled water is still not perceived as a product for masses though; the scene is
changing slowly thanks to low pricing and aggressive marketing strategy
adopted by new entrants. Some surveys show that truck drivers on highways
form a major chunk of bottled water drinkers. Penetration in rural areas is
another significant factor that is likely to play a key role in the development of
the bottled water trade.
In comparison to global standards Indias bottled water segment is largely
unregulated. Safe water is rated with a different yardstick in different countries.
In India, the aspect has been overlooked for long. Indian consumers tend to
believe that any bottled water is safe water. This may not be the case.
7
There are several different varieties of bottled water. The product may be
labeled as bottled water, drinking water or any of the following terms.
Artesian Well Water: Bottled water from a well that taps a confined aquifer (a
water bearing underground layer of rock or sand) in which the water level
stands at some height above the top of the aquifer.
Drinking Water: Drinking water is another name for bottled water.
Accordingly drinking water is water that is sold for human consumption in
sanitary containers and contains no added sweeteners or chemical additives
(other than flavors, extracts or essences). It must be calorie-free and sugar- free,
Flavors, extracts or essences may be added to drinking water, but they must
comprise less than one-percent- by weight of the final product or the product
will be considered a soft drink.
Mineral Water: Bottled water containing not less than 250 parts per million
total dissolved solids may be labeled as mineral water. Mineral water is
distinguished from other types of bottled water by its constant level and relative
proportions of mineral and trace elements at the point of emergence from the
source. No mineral can be added to this product.
Purified Water: Water that has been produced by distillation, deionization,
reverse osmosis or other suitable process can be labeled as purified bottled
water. Other suitable product names for bottled water treated by one of the
above processes may include distilled water if it is produced by distillation,
de-ionized water if the water is produced by deionization, or reverse osmosis
water if the process used is reverse osmosis.
Year
1996-97
Growth rate
3-4 %
10
10 %
2000-02
50 %
2002-04
70 %
2004-09
90%
Introduction of Bisleri
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first
brought the idea of selling bottled water in India. It started a company called
Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought
over the brand. In those days, Bisleri packaged drinking water was available in
glass bottles.
Being a returnable package owing to various other problems such as breakage
and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl
Chloride) bottles. After this plastic packaging was introduced, things started to
change, and sales increased rapidly.
11
sparkling
green
aqua
fill
BISLERI
building.
14
15
EXPANSION
Chauhan may be short, stocky and nearing 70, but his enthusiasm and vibrancy
over the years has not diminished an iota. After all, despite the entry of a slew of
MNCs (including Coca- Cola with KINLEY and PepsiCo with AQUAFINA and
their cutting edge marketing gimmicks, Chauhan has not lost his first mover
advantage in the segment. He has been able to sustain and grow his market
share in the over Rs.2000 crore Indian bottled water mart. We have no
competitor. Our biggest competition is our own incompetence, he grins,
describing how it is the unorganized sector, which is presently walking away
with the largest chunk of their potential consumers. BISLERI claims 66%
market share of the organized segment. If we were present where the
unorganized players are selling, they would not be there at all, grimaces
Chauhan.
Parle Bisleri Limited: Expansion plans
Parle Bisleri Limited is undertaking a major expansion to increase its
manufacturing facility as also to widen the distribution network. The total
project cost is estimated around Rs 260 crore. Of this, Rs 60 crore will be
utilised to expand the existing manufacturing facilities wherein the bottling
capacity would be doubled to 200 million cases per day. Around Rs 200 crore
will be spent on increasing its distribution network five-fold over the next two
years. As a result, the company will have 10-lakh retail outlets backed by a fleet
over 5,000 vehicles.
Parle Bisleri also plans to procure recycling plants from Japan, for its PET
bottles, and set up at least two such plants in Chennai and Delhi at a cost of Rs
five crore each by this year-end. Crushed and compacted bottles from other
parts of the country will be transported to the two plants and a better part of the
compacted PET will go into manufacturing polyester yarn.
Though the company plans to come out with an IPO, two years down the line,
the present capital expenditure plan will be financed entirely through internal
accruals.
16
share.
Currently BISLERI has 11 franchisees and 8 plants across India; with plans of
setting up 4 new plants on water industry in India which has made it
Synonymous to Mineral water and a household name. So naturally 'When you
think of bottled water, you think BISLERI'.
17
BISLERI TODAY
BISLERI values its customers & therefore has developed 8 unique pack sizes to
suit the need of every individual. We are present in 250ml cups, 250ml bottles,
500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are
the returnable packs. Till date the Indian consumer has been offered BISLERI
water, however in our effort to bring to you something refreshingly new, we
have introduced BISLERI Natural Mountain Water - water brought to you from
the foothills of the mountains situated in Himachal Pradesh. Hence our product
range now comprises of two variants: BISLERI with added minerals &
BISLERI
Mountain
water
It is capturing its market in India as well as other continents. BISLERI has been
no 1 and is capturing Indian market by providing best quality over a period of
long time. None of the water products in line are able to compete with BISLERI
and thus BISLERI stand unique in the market.
Bisleris commitment is to offer every Indian pure & clean drinking water.
BISLER water is put through multiple stages of purification, ozonised & finally
packed for consumption. . Rigorous R&D & stringent quality controls has made
BISLERI
market
leader
in
the
bottled
water
segment.
18
Manufacturing Process
BISLERI manufacturers its own products and has its own manufacturing unit
which includes various machines, the whole manufacturing process is carried on
by BISLERI at its plant. The whole manufacturing process is divided into
different parts and it consists of different activities like water purification
treatment, blowing of the bottles, filling of the bottles, packing of the bottles
etc.
The manufacturing process of BISLERI is carried on in different parts:
Storing Of Water
The water is taken from the boring well and then is stored in huge tanks,
BISLERI has 6 tanks of 50,000 litres each, and water is first taken from the
boring well and stored in these tanks.
19
22
Predicting that he expects his company's turnover to touch Rs. 1,000 crores
within the next two years, he said the idea is to ensure that the Bisleri brand
reaches every nook and cranny of the country. He said: ``The key to success in
any business is the distribution and if you have that in your control, you have
won more than half the battle.''
Meanwhile, Mr. Chauhan, who puts Parle's 1999-2000 turnover at Rs. 350
crores (up from Rs. 160 crores last fiscal), also plans to grow the market with
the five-litre value pack, targeted mainly at homes and institutions.
This bottle, priced at Rs. 25, essentially makes mineral water available to the
consumer at Rs. 5 a litre. The one-litre bottle is available at Rs. 12, while the
half-litre one is priced at Rs. 5. Mr. Chauhan is now on the look-out for highquality cups to make the water available in smaller quantities.
Consumers who buy the five-litre value pack have to pay a Re. 1 deposit to the
retailer, which can be redeemed once the bottle is returned. The five-litre packs,
launched last December in Goa, are currently available in six cities, including
Delhi, Bomba y and Bangalore, and sell over 5,000 bottles a day, according to
Mr. Chauhan.
``The company hopes to make the value packs available across India in the next
couple of months,'' he added.
23
Crushed and compacted bottles from other parts of the country will be
transported to the two plants, Mr. Chauhan said, adding that a better part of the
compacted PET will go into the manufacture of polyester yarn: ``I have already
discussed _ with Relian ce and a couple of other manufacturers _ the possibility
of selling the polyester yarn thus manufactured.'' He hopes to ensure that all
used Bisleri bottles come back to retailers by offering incentives.
The company plans to double its advertising budget from the Rs. 3 crores of last
year to Rs. 6 crores next year, according to Mr. Chauhan, who said it will also
promote the five-litre pack with events and PoP displays.
24
BLOWING PROCESS:
A small tube like plastic which is known as PRE-FORM is blown with the
help of a machine called SIDEL which has a temperature of about 80 to 90
degree Celsius, when this PRE-FORM is put into the SIDEL machine it is
blown up by its heat and turns out into a bottle in a specific shape according to
the mould plates available in the SIDEL machines which gives the bottles a
specific shape
PRE-FORM
25
BLOWING PART
The small tube made from plastic known as PRE-FORM; initially was
manufactured but due to hygienic reasons it was stopped and now it is got from
outside and is out sourced. The SIDEL machine is only used for blowing the
empty bottles. Even the caps of the bottles are outsourced as the manufacturing
of the caps would involve a lot of time. So the SIDEL machine only helps in the
blowing of the bottle according to mould plates available in it which give it a
perfect shape and the PRE-FORM and the bottle caps are outsourced.
SIDEL
26
FILLING PART
Once the empty bottles are made and blown up the water is filled into it. The
machine used for filling the water in the blown bottle is called Dynathronic.
The speed of this Dynathronic machine is that in one minute 110 bottles can be
filled.
There are 7 stages to the filling process; they are:
1) The bottle is sterilized with air pressure
2) Then the bottle is filled with water
3) The bottle is sealed with a cap
4) Labeling of the bottle takes place
5) All mandatory information such as marking the batch number,
manufacturing date, expiry date and MRP.
6) Inspection of the bottle such as checking, sealing, printing and filling.
7) Lastly the bottle is packed.
27
Marketing Mix
According to Philip kotler marketing mix is the mixture of controllable
marketing variables that the firm uses to pursue the sought level of sales in the
targeted market
In simple words marketing mix is the combination of four basic elements /
ingredients under one head. The 4Ps ie Product, Place, Price, and Promotion.
28
PRODUCT
Types of products
BISLERI values their customers & therefore have developed 8 unique pack
sizes to suit the need of every individual. They presently have 250ml cups,
250ml bottles, 500ml, 1L, 1.5L and 2L which are the non-returnable packs &
5L,
20L
which
are
the
returnable
packs.
29
BISLERI with added Minerals BISLERI Mineral Water contains minerals such
as magnesium sulphate and potassium bicarbonate which are essential minerals
for healthy living. They not only maintain the pH balance of the body but also
help
in
keeping
you
fit
and
energetic
at
all
times.
Himalayan Water The water that almost descends from the Gods:
The Himalayas, the abode of the Gods, where the earth meets the heavens and
where in lies nature's untouched bounty. White glaciers, snow-capped
30
Quality
In endeavor to maintain strict quality controls each unit purchases pre-forms &
caps only from approved vendors. BISLERI produces its own bottles in-house;
they have recently procured the latest world class state of the art machineries
that put them at par with International standards. This has not only helped
BISLERI improve its packaging quality but has also reduced raw material
wastage & doubled production capacity. You can be rest assured that you are
drinking safe & pure water when you consume BISLERI. BISLERI is free of
impurities & 100% safe. Enjoy the Sweet taste of Purity!
Rigorous Research and Development and stringent quality controls have made
BISLERI market leaders in the bottled water segment. BISLERI has always
been committed to offering every Indian pure and clean drinking water. Hence
BISLERI water is put through multiple stages of purification, Ozonisation and
is
hygienically
packed
for
final
consumption.
The machines which are used for the blowing and filling of the bottles are also
cleaned twice a month. All the tanks are also cleaned by the use of chemicals.
31
32
Design
Creativity:
BISLERI has a separate creative department which promotes the different sizes
of the bottles. They have introduced new mountain water which is in hexagon
shaped bottle and is a new up gradation done by them. This helps in attracting
new customers and creates a new sensation in the market. Also 2 years ago a
new soda bottle was introduced which was named as BISLERI Fizzy bringing a
huge demand among customers.
Moreover, the creative department has an expansion scheme which was
introduced in October 2008 which was a compact and ideal gift for the
customer. This includes a 20litre bottle, 2 fridge bottles, 1.5 litre bottle and a
33
Old Bottle
New Bottle
Labeling
Labeling plays a very important role BISLERI takes good care about the
labeling as it tries to create and come up with an exciting and attractive label as
it will attract the customers; also labeling plays an important role as it gives a
lot of information about the product ; like what are the contents of a bottle how
34
PRICE
Price plays as very important role as it is the only P which helps in getting
revenue:
Firstly one can explain the factors which affect the pricing
decision ie.
- Price is directly related to
1. Demand
2. Competition
3. Break-even Point.
Secondly, if there is a novel product or almost no competition, one can
Go for higher price in the beginning, make good profits to face
Competition and innovations at a latter date.
- However if you are entering a competitive market your entry price
should be low to ensure big volumes to earn reasonable profits.
In the beginning BISLERI had no competition, so the price of BISLERI
was high, gradually the promoters dropped the price.
- Buy Huge quantity at cheap rate, after confirming demand and sell at
cheap price, make them addictive, then gradually increase price)
35
PACKAGINGS
BISLERI
20 litre
5 litre
1.5 litre
1 litre
500 ml
330ml
250 ml cup
70
50
22
18
10
8
5
Customer Delight
BISLERI is in the business to serve the customer. It deserves the best quality
and presentation at a worth of the price. They have world class quality, at the
lowest production & distribution cost. This makes them unbeatable leaders, and
helps
them
in
having
satisfied
loyal
customers.
BISLERI values its customers & therefore have developed 8 unique pack sizes
to suit the need of every individual. At present they provide 250ml cups, 250ml
bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L
which are the returnable packs. For the customers bisleri has come up with a
new scheme called the REDUMTION scheme designed specially for the
customers. In the Redumtion scheme BISLERI provides for Rs 300 a 20lt
BISLERI bottle, 2 fridge bottles, a 1.5l bottle, a 250ml bottle and a fridge stand.
PLACE
BISLERI has a specific distribution channel which they follow:
Distribution Channel
36
From the manufacturing plant the bottles will come directly to the stockiest.
Taking out the C&F agent from the distribution channel, so as to increase the
margin to other elements in the chain.
The whole MUMBAI area is been divided into 4 zones: SOUTH , WEST ,
CENTRAL and NORTH.
The total number of stockiest would be 12.
In the area of SOUTH MUMBAI there would be 2 stockists, one in the area of
FORT and other in the area of MUMBAI CENTRAL. In the case of FORT it
will require 5 distributors covering the area from DADAR to C.S.T and
WADALA to C.S.T. The other stockiest at MUMBAI CENTRAL will require 2
distributors to cover the area from DADAR to CHURCHGATE.
37
Promotion
Positioning
Playing Safe
38
Personality
Punch Line
Play Safe
To keep your company humming with profitable work, its vital to advertise
your services. Your company is going to require the maximum exposure you can
afford. This constant exposure will alert potential customers who you are and
where you are when they need a sign. By positioning YOUR name at their
fingertips and even literally displaying it in front of their eyes, theyll call YOU
for identification products and services.
There are all types of promotion. They range from direct mail, word of mouth,
advertising in newspapers and telephone directories to radio and T.V. spots, cold
calls and telemarketing. Whatever the medium, consider the cost. Advertising
will usually is an expense that remains in your budget.
Bisleri follows different promotion strategies and uses different ways to
promote their product like
Advertisements
Advertisements are paid and and electronic way of communication ie to convey
the message to the customers, bisleri comes up with different and attractive
advertisements on televisions and cinema halls to attract customers today
39
Price packs
A banded pack is two related products banded together for example: toothpaste
and toothbrush. In the case of summer where in India the climate is very humid
and hot, and consumption of water is also high, so in that case with the purchase
of every one 1 litre bottle a free cold tissue paper can be provided.
Tie-in-promotions
In this case where two or more brands or companies team up to increase pulling
power. Nowadays there is a craze of Sikkim super lotto so with a purchase of
every 20 litre jar the ticket will be available at RS.5.
But today frankly bisleri is recognized by the punch line PURE N SAFE
it has established itself so well that there is no need of any promotion as
whenever a person goes to buy a bottle of mineral water he says GIVE ME
A BISLERI and does not say give me a bottle or mineral water
SEGMENTATION
The mineral water market is segmented according to the type of consumers:
Foreign Tourists
Foreign tourists have been the main consumers of the mineral water as they face
a lot of digestion problems due to different food habits.
Domestic Tourists
Domestic tourists have switched to mineral water mainly because of safety and
hygiene factors.
41
Fashion Conscious
Like soft drinks, drinking mineral water is also considered fashionable by some
people.
The mineral water consumer is mainly in the age group of 20-35 years and is an
educated middle class person. This is also the segment of fruit drinks, which
have usually been positioned as fun and health drink for young adults. The
mineral water market is also segmented along pack sizes:
One litre bottle
This is meant to spell safety and security for consumers. It is positioned on a
prestige platform for the achiever segment - who like to make a fashion
statement by drinking mineral water. This segment gets the maximum sales.
500ml bottle
This size has been introduced in the market to target the individual and local
travelers.
PET bottles
The size of the PET bottles varies from 10 to 20 litres. These are mainly for
institutional sales (Wedding parties, Hotels, Corporate, etc.)
44
STRENGTH
stage
purification
processes
which
includes
micron
2. TRUST FOR BRAND:More than 50 lakhs people trust the BISLERI. They
buy only BISLERI water because it has became generic name
for mineral water. For example: - When people go to buy the
mineral water many of them ask for BISLERI, even though they
get other brand.
5. DISTRIBUTION SYSTEM.
With little belief in the distributor system, the
company leverage its large fleet of truck to supply bottled
water directly to retailers through a system called Route
Selling where the driver of truck is trained to be a service
person. This ensures that water supplied is fresh and bottles
are in good shape. BISLERI has more than 80,000 outlets in
the country.
46
MISSION STATEMENT
48
RAMESH CHAUHAN
(M.D. OF BISLERI INTERNATIONAL PVT LTD)
49
WEAKNESS
1.METHOD ADOPTED FOR DISTRIBUTION:THE ROUTESELLING policy adopted by BISLERI
for distribution is more expensive than more commonly
followed method of appointing distributors in different towns.
This reduces the profit of
50
4. PRESSURE BY GOVERNMENT AUTHORITY:After insect was found in the bottles, FDA (Food
& Drug Adulteration) has cancelled the production of
BISLERI. Afterwards it was allowed to resume it but in this
period its customer were moved towards other products. It is
constantly under check by various authorities.
5. NOT MEETING THE DEMAND OF THE CUSTOMER:In certain parts of south in our country big
bottles of BISLERI are in huge demand but the company is
51
OPPORTUNITY
2. BISLERI CAN UTILISE ITS DISTRIBUTION CHAIN:With BISLERI becoming a generic name for
bottled
drinking
water.
If
company
can
manage
the
in
the
field.
This
will
also
compensate
the
53
54
THREAT
1. MARKET IS EYED BY THE BIG PLAYERS:The growth of the market indicates the
need for the mineral water. Due to this the heavy weights are
eyeing the market. Coke, Pepsi, Britannia, Nestle, Auswateris
keen on raising their stakes in this market. With the cut throat
competition between Coke and Pepsi, BISLERI is not safe.
55
mineral
water
maker
but
is
also
facing
tough
manufacturers.
There
are
1000s
of
illegal
MARKETING PRACTICES
57
Presently most of the players in the Indian market are selling their product
claiming it to be mineral water. All the players are vying to grab a few points of
market share and they are trying to get their brands endorsed by some or other
authority. Recently Coca-Cola has got its brand, Kinley, endorsed by the
Federation of Family Physicians Associations of India (FFPAI) to create an
image of being recommended by doctors and thus of the product being safe and
healthy. Similarly other companies to claim to have purified their water n
number of times to show the superiority of their product. Many players are
pitching their product against water purifier industry by claiming their product
to be superior to that purified by these water purifiers. Many players are
marketing on the price factor as well as the size factor. While others are
focusing on particular target segment.
Overall different players are playing different tunes in order to establish their
brands in the market
58
The premium segment was the least crowded with just four brands: French
transnational-Danone's Evian and Ferrarelle and Nestle's Perrier and San
Pellagrino. The popular segment was where most of the action was.
Bisleri, Bailley, Aquafina, and Kinley were some of the dominant brands in this
segment. In the bulk segment (5, 12 & 20 litres), Bisleri was a major player with
Kinley and Aquafina staying out of this segment.
However, analysts felt that Bisleri's efforts to reinforce its pure and safe image
with a tamper proof seal may not be all that effective as competitors also had
similar tamper proof sealed bottles. They felt that it was companies with strong
distribution channels that would do well in the long run. Pepsi's Aquafina was
strongly placed because it had the backing of Pepsi's distribution network in the
country.
59
In August 2000, Coca-Cola India launched its bottled water brand, Kinley.
Some analysts said that it would be difficult for Kinley to make a dent in the
branded water market in India because it was already overcrowded and highly
competitive. Commenting on Kinley's launch, Ramesh Chauhan (Chauhan),
CEO of Parle Bisleri Ltd said, "It will be tough for anyone to beat us in this
game. We will remain market leaders."4
By 2001, the mineral water market was worth Rs 10 billion and was growing at
the rate of 40% a year. Kinley and Aquafina made inroads into the market and
by March 2001, Kinley had a 10% market share, Aquafina had 4% and the share
of Bisleri had come down to 51%. By June 2001, Bisleri's market share was
47% and Aquafina and Kinley together accounted for over a third of the market
(Refer Table II).
In 2001, both Kinley and Aquafina were making huge investments in bottling
plants and distribution. By 2002, Coca-Cola India planned to double the number
of water bottling plants to 16 and Pepsi announced that it would add seven more
plants to the existing five. In contrast, Bisleri had only 15 bottling plants and
three franchisees. Kinley had 500,000 outlets compared to Bisleri's 350,000.
Analysts felt that Kinley and Aquafina had an edge over Bisleri because of their
strong distribution network.
60
BISLERI reinventing itself and staying at the top even when many new
companies came in the packaged drinking water market
This is a simple case which talks about the various marketing strategies adopted
by Parle BISLERI Ltd. to arrest the sliding market share of its branded water
brandBISLERI.
BISLERI tried to regain its share by repositioning its brand. The case discusses
in detail the ad campaigns and other marketing strategies used by BISLERI to
reposition the brand.
61
industry
saw
some
hectic
activity.
On an average, every three months, a new brand was launched and another died.
62
63
announced
its
plans
to
launch
the
Himachal
Pradesh,
and
Rs
60
crore
(Rs
65
Market buzz
66
67
68
Future Plans
Mumbai: After dominating the Indian mass packaged drinking water market
with a 60 per cent share, BISLERI is all set to make a splash abroad.
In the next few months, it will start exporting BISLERI Mountain Water to take
on the likes of French brand Evian in the premium packaged drinking water
space.
Now that we have launched BISLERI in a new hexagonal bottle, it is getting a
lot of appreciation. Well soon be launching it in Europe and America in 2-3
months time, says Chairman, BISLERI International, Ramesh Chauhan.
Chauhan says BISLERI is aiming for at least $ 3 - 4 million of sales in the first
year.
However, BISLERI isn't eyeing the lucrative foreign market alone. The Tatas,
too, want to go abroad with the revamped Himalayan mountain water brand.
The company plans to introduce new products like flavored and sparkling water,
both in the domestic and the international markets.
We would be looking at the entire consumer pyramid which straddles every
kind of product offering, but that has to be on the plank of wellness. So that's
the platform we are creating, CEO, Mount Everest Mineral Water, Pradeep
Poddar says.
BISLERI, too, plans to launch its own brand of flavored water by the end of the
year.
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DATA ANALYSIS
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Survey objective
The Primary objective of the survey is to find out how does BISLERI fair
in the Awareness and recall level as compared to the major competitor.
The Secondary objective is to find out the advertising medium by which
the Bottled water consumers are most influenced with.
Scope of Survey
The survey intended to target consumers in South Mumbai region specially
Church Gate and Colaba and the survey was done only in south Mumbai
specially in areas like Church Gate and Colaba.
ANEXURES
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Brand Image
Advertising
Price
Availability
Size / Package
5. From which media did you come to know about the various brands?
Television
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Magazines
Newspapers
Retail outlets
Others
Yes
No
Yes
No
8. If yes, where?
BRANDS
Price
Availability
Convenience
Quality (Purity)
BISLERI
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Personal information
Name: _____________________________
Area of Residence: __________________
Occupation: _______________________
Age: _____________________________
Thank you
Brand Preference
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others
television
retail outlet
newspaper magazine
The Survey was done in areas of south Mumbai like Church Gate, Colaba and
so on. Many college going students were asked about their brand preferences
and also many people specially office going people who carry mineral water.
Also survey of different shops were done as different shops sell different brands
of water, also survey of different movie theaters were done as which brand do
they sell and also hotels, as different hotels sell different brands.
The survey was done in many parts:
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2. Further even survey was done of various theaters as different theaters sell
different brands for Eg if a theater has a contract with coca cola then it
can also sell the mineral water brand KINLEY as its a coca cola brand so
the theater which has a contract with coca cola it cannot sell any other
brand than KINLEY as it belongs to coca cola.
Different theaters sell different brands of package water like:
Regal CinemaBISLERI
Sterling-- AQUAFINA
Metro--- KINLEY
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When we talk about package drinking water brands there is a very minor
difference between all the brands but BISLERI still rules the package drinking
water market and can be called as the king. But brands like AQUAFINA,
KINLEY are also catching up specially KINLEY which as developed itself in a
very short span of time and there is a very minor difference between all the
brands.
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CONCLUSION
The important increase in India can be easily explained through the growth of
the population and problems of water quality and water supplies. Until 1992, the
demand for bottled water in India was mostly limited to foreign tourists,
corporate meetings, conferences, etc. The introduction of bulk packaging
extended the market to new and numerous consumers.
Bottled water is a particularly competitive market, hence companies need to
develop diverse marketing strategies, such as accessing new markets by owning
or developing partnership with regional brands, developing new products (such
as flavored water) or by-products (such as cosmetics) and developing services
(home and office delivery of water)
Today more and more companies are coming up in the package drinking water
market as there is a lot of scope in bottle water market as seeing the increase in
Indian population. Today the people of India are very hygienic and only prefer
bottle water which increases in the scope of bottle water market.
By looking at the increasing demand of bottle water companies have to see that
they use modern marketing strategies and also come up with trendy bottles and
satisfy the wants of the consumer.
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Bibliography
While working on this project I did a lot of surveys by asking people personally
about the brand of package drinking water they prefer; as well as caring on
survey by questionnaires.
Most of the project was made on the basis of Primary data.
I personally visited the BISLERI plant at Western Express Highway Andheri
East, visiting the plan was an experience of a life time I say the whole
manufacturing process and how the water is purified and then packed. Most of
the project was done by myself by my observation as I had visited the BISLERI
plant an the certificate is attached above I personally visited the Marketing
Manager of BISLERI where he told me about their marketing strategies and
how they carried on their distribution and how BISLERI is able to maintain its
standard at the top.
All the information collected was my own where I did lot of surveys of
students, people etc
I even personally visited different theaters and shops and hotels in the areas of
south Mumbai specifically colaba and church gate as different theaters, hotels
and shops sell different brands of water. Also a questioners survey was done to
find out the most preferred brand by the people.
Apart from this I visited sites like
www.bisleri.com
www.managementcases.com
www.icri.com
I referred a few news papers like economic times etc
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