MARKETING OF BISLERI WATER

A case study of Swastik Agency, Shimoga

TABLE OF CONTENTS

Chapter 1: INTRODUCTION
 Introduction
 Objective of the study
 Scope of study
 Methodology
 Limitations

Chapter 2: COMPANY PROFILE

Chapter 3: PRODUCTS
 Vedic
 Bisleri with added minerals
 Bisleri mountain water
 Bisleri himalaya water
 Purification
 Packaging
 Competitors
Chapter 4: FIRM PROFILE
Chapter 5: ANALYSIS AND INTERPRETATION
Chapter 6: SUGGESTIONS AND CONCLUSION
APPENDIX
 Questionnaire
 Bibliography

ATNCC, Shimoga 1
 Chapter 1
INTRODUCTION
 Introduction
 Objective of the study
 Scope of study
 Methodology
 Limitations

ATNCC, Shimoga 2
 INTRODUCTION

Water is a key to social equity to environmental stability and to cultural

diversity. Water is also firmly linked with health. Pure and safe drinking
water has always been a necessity. The tradition and style of serving
drinking water, in India, has however changed quite dramatically during the
last decade. Almost a decade ago, the introduction of bottled water or
“packaged mineral water” has changed the tradition of serving and
consuming drinking water. This has ushered in very strongly, the use of
polymers or plastics as materials for water storage and distribution.

The categories of bottled water in India are Packaged Natural Mineral Water
and Packaged Drinking Water .Bottled water industry, colloquially called,
the mineral water industry, is a symbol of new life style emerging in India.
The packaged drinking water in India, which is estimated at Rs.850 crores
with over 200 brands floating in the market, most of which have restricted
territorial distribution. This is a growing market in India as quality
consciousness among the consumers is on the rise. The bottled water market
is growing at a rapid rate of around 20%.At this growth rate, the Rs
7000million per year market is estimated to overtake the soft drinks market
soon. Multinationals, Coca-Cola, Pepsi, Nestle and others are trying to grab
a significant share of the market. There are more than 180 brands in the
unorganized sector. The small players account for nearly 19% of the total
market. The per capita consumption of bottled water in India is less than half
a litre per year, compared to 111 litres in France and 45 litres in the US.
These points to the future potential beyond the high growth.

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Major Players with their brands include Parle Export which introduced
Bisleri in India 25 years ago, Parle Agro with Bailley, Godrej Foods with its
Golden Valley, Coca-Cola with Kinley, PepsiCo with Aquafina, Nestle India
with Perrier, Mohan Meakins and SKN Breweries entered the market with
Golden Eagle and Penguin mineral water, respectively. Nonetheless, Bisleri
and Bailley, both of Parle Origin ,enjoy about 50% market share and has
become almost generic with the product. The premium bottled water market
in India has brands like Evian, San Pelligrino, Perrier.

In the market for water purifiers, while Aquaguard from Eureka Forbes,
remains the market leader, several others have made it to the market place.
Usha Shriram with its Brita water Purifier already established, has launched
India’s first digital water purifier-the water guard Digital in collaboration
with Brita GmbH of Germany. HLL has also forayed into the water business,
with its water purifier device called Pure.

Water Purifiers (residential segment) are growing at 22-25% annually. A

high growth rate indicates a good future potential in these sectors. It is a Rs
5 to 6 billion industry,with Aquaguard cornering more than 50% of the
market. The rest is divided among Kent RO, Pentair, Ion Exchange and
Others.

The mineral water is one of the important items, which is directly consumed
by people all over the world. Mineral water is bottled under very hygenic
conditions under strict quality control being market. Its major use in 5 star
hotels and hospitals where good quality pure water is required for potable
purposes. The consumption of mineral water gradually increase in India due
to shortage of pure hygenic water. The mineral water is consumed by

ATNCC, Shimoga 4
tourists. Now there is increase of tourist came in our country increase by 8-
10%, even some peak season they are increase more than 15%. There is
good prospect of mineral water industry.

The bottled water industry is one of the most thriving sectors in India. The
market is growing at a whopping rate of about 55 per cent annually and is
expected to cross Rupees 1000-crore mark within the next couple of years.

Almost all major national and international brands have taken a plunge.
Parle's Bisleri that virtually monopolized the bottled water market is now
vying with Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia.
According to a national-level study, there are close to 200 bottled water
brands in India. Nearly 80 per cent of these are local brands.

By visiting every shop for this scheme I understood the market well and
came to know what was selling in what areas and what various strategies of
competitors were. For example I came to know that Pepsi were giving away
free water bottles with there cola drinks and eating up the share of Bisleri.

I was also taking orders from the retailers and fulfilling there needs on time
by directly calling distributers of area. Apart from that I was also monitoring
sales in these regions and was doing tele-calling time to time to motivate
retailers to buy more of bisleri to get gifts in return.

After this experience I learnt that Bisleri continually needs to come up with
these kinds of schemes to compete against giant mnc’s. Apart from that I
also found out that Bisleri needs to work hard on there distribution system.

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The project on the whole helped me understand marketing system, customer
relationship management and the usefulness of marketing in an organization.

Objective of Study

The primary objectives of the introduction of Retailers scheme card and

research project titled “retailers survey in Shimoga with special reference to
Bisleri” are as follows:-

 To understand current market scenario in context of packaged drinking

water.
 To attracts retailers most in selection of packaged drinking water

 the various issues related to distribution in various markets

 To find out the preference level of Bisleri botteled water in the market.

 To determine the market share of Bisleri Brand of Bottle Water

 To know the competitors strategies.

 To find untapped retailers.

Scope of study

Marketing is a subject where a person can learn from anybody. As I was into
retailers survey work of country’s leading packaged drinking water company
Bisleri, I was feeling myself to be a part of organizations family. I had a very
good market exposure while undergoing this project because every person
came forward with a different opinion and that was very important to know

ATNCC, Shimoga 6
the perception of the retailers. And being my first real exposure to the
corporate environment, the training period proved to be very educating and
offered me a great chance to learn the practical workings of the FMCG
industry.

Methodology

My research is descriptive research as it includes a questionnaire survey and

it is a fact finding enquiry through retailer’s scheme card. And I am focusing
on retailers viewpoint towards packaged drinking water and problems
associated

My Project is descriptive research due to the following factor:

 It describes the characteristics of retailers in Shimoga city.

 It is carried out to estimate the approximate percentage of units in a
specified population exhibiting certain behavior.
 It helps in determining the perception of product characteristics.
 It helps in making certain predictions related to packaged drinking water.

Data collection
Primary data
Primary data was collected through questionnaire method and also through
retailers’ scheme card. The Questionnaire and Retailers card are attached to
the annexure of this report.

Secondary data
Secondary Data was collected from sources at the office, magazines’,
newspapers and websites.

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LIMITATIONS
 A small segment of the market has been covered only, so the conclusion
cannot be generalized.

 The data collected cannot be free from errors, since some of the
respondents failed to give correct information.

 Study accuracy totally based upon the respondents response.

 First, it was not a consumer’s survey but retailer’s survey; it was really
hard to find a free sitting shopkeeper in peek hours of a day when survey
was carried out.

 All those retailers who were not into selling of packaged drinking water
were hard to convince to give their information.

 There were certain cases in which shopkeepers were not willing to give
their information on account of security measures.

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 Chapter 2
Company Profile

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 Company Profile

ABOUT THE COMPANY

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in
glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a
company of Italian origin. This company was started by Signor Felice
Bisleri who first brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral
water in glass bottles under the brand name 'Bisleri'. Later Parle switched
over to PVC non-returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a
period of 10 years and the average growth rate has been around 40% over
this period. Presently we have 8 plants & 11 franchisees all over India. We
have our presence covering the entire span of India. In our future ventures
we look to put up four more plants in 06-07. We command a 60% market
share of the organized market. Overwhelming popularity of 'Bisleri' & the
fact that we pioneered bottled water in India, has made us synonymous to
Mineral water & a household name. When you think of bottled water, you
think Bisleri.

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We at Bisleri value our customers & therefore have developed 8 unique pack
sizes to suit the need of every individual. We are present in 250ml cups,
250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs &
5L, 20L which are the returnable packs. Till date the Indian consumer has
been offered Bisleri water, however in our effort to bring to you something
refreshingly new, we have introduced Bisleri Natural Mountain Water -
water brought to you from the foothills of the mountains situated in
Himachal Pradesh. Hence our product range now comprises of two variants :
Bisleri with added minerals & Bisleri Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water.
Bisleri Water is put through multiple stages of purification, ozonised &
finally packed for consumption. . Rigorous R&D & stringent quality
controls has made us a market leader in the bottled water segment. Strict
hygiene conditions are maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases

performs & caps only from approved vendors. We produce our own bottles
in-house. We have recently procured the latest world class state of the art
machineries that puts us at par with International standards. This has not
only helped us improve 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

ATNCC, Shimoga 11
Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has
undergone significant expansion in their operations. The company has
witnessed an exponential growth with their turnover multiplying more than
twenty times in a short span of 10 years. The average growth rate over this
period has been around 40% with Bisleri enjoying more than 60% of the
market share in the organized mineral water segment.

Currently Bisleri has 11 franchisees and 8 plants across India, with plans of
setting up 4 new plants on the anvil. The overwhelming popularity of
'Bisleri' and the fact that it was the pioneer of the bottled water industry in
India has made it synonymous to Mineral water and a household name. So
naturally 'When you think of bottled water, you think Bisleri'.

Rigorous Research and Development and stringent quality controls have

made it 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.

To maintain strict quality controls in every unit, Bisleri not only purchase
caps from approved vendors, but also manufacture own bottles, in-house. To
be at par with International standards, they have recently procured the latest
state-of-the-art machinery which has not only helped them improve
packaging quality but has also reduced raw material wastage and doubled
production capacity. One can rest assured that they are drinking safe and
pure water when they consume Bisleri. Bisleri is free of impurities and is
100% safe. Enjoy the sweet taste of Purity!

ATNCC, Shimoga 12
Company Background
In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, 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.
The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold
off the Parle stable of brands, including Thumps Up, Limca and Gold Spot.
Recognising the potential of the packaged drinking water market, he then
went on to concentrate on making Bisleri a top selling brand in India.

The Present
It was around the year 1995, when Parle Exports took charge of the brand
operations and the business took off in the market. With factories across
India and a strong distribution network, Bisleri established itself as a force to
reckon with in the domestic packaged drinking water market.
Earlier the packaged drinking water market consisted of five star hotels,
tourists and foreigners. As a marketing strategy, a conscious decision was
taken by the company that only 40% of the sales should come from these
outlets and 60% from general market, i.e. paanwallas, street shops, general
stores and even non-tourists.
This brought about a sea change in the perception in the consumer's mind
about consumption of Bisleri. Earlier, drinking bottled water was considered

ATNCC, Shimoga 13
to be more of a status symbol. That thinking has slowly changed to the point
where today, not drinking Bisleri is considered as being behind the times.
Such has been the presence and penetration of the Bisleri brand in the
bottled water segment.
About few years ago, in 1998, a strategy was adopted to concentrate
aggressively on the home market. The habit of boiling water or using
electronic gadgets was not adequate, since the source of water itself was
unreliable.

Future Plans
Bisleri was the first to market bottled water in a totally virgin market and
naturally people associate the brand with bottled water. Now Bisleri is
perhaps already ten steps ahead of its competitors and will endeavor to
widen its gap in the times to come.
Bisleri's brand positioning stresses on pure, clean and safe drinking water.
Some of the future plans to maintain the top spot that Bisleri commands in
the Indian market are:
 New pack sizes in bottles and cups
 Increase the distribution network with an investment of over 200
crores
 Strengthen presence in traditionally weak areas by setting up 12
new bottling facilities at a cost of Rs. 150 crores.

While the controversy over European standards is going on in India, Bisleri,

the acknowledged Indian market leader, is now set to sell still and sparkling
waters in Europe and America.

ATNCC, Shimoga 14
Bisleri is confident of entering the European market and has been tested by
the Central Food & Technology Research Institute (CFTRI), Mysore. The
CFTRI-tested Bisleri water using European standards and found 'not
detected' for all pesticides specified.

This European launch will silence critics who had raised issues concerning
Bisleri's water quality, a company press release said. The company stands
proud by its high international quality and has the confidence to take the
European market by storm.

Says Parle Bisleri chairman Ramesh Chauhan: "The fact that we have
reached out to international markets is an acknowledgement of our quality
and our penchant for safety and purity."

It has developed 8 unique pack sizes to suit the need of every individual. It is
present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 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 its effort to
bring something refreshingly new, it has introduced Bisleri Natural
Mountain Water - water brought from the foothills of the mountains situated
in Himachal Pradesh.

Hence its product range now comprises of two variants: Bisleri with added
minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonised &

finally packed for consumption. . Rigorous R&D & stringent quality

ATNCC, Shimoga 15
controls has made it the market leader in the bottled water segment. Strict
hygiene conditions are maintained in all plants.

In its endeavor to maintain strict quality controls each unit purchases

performs & caps only from approved vendors. It produces its own bottles in-
house. It has recently procured the latest world class state of the art
machineries that put it at par with International standards. This has not only
helped it improve packaging quality but has also reduced raw material
wastage & doubled production capacity.

The company that recently launched its premium brand with medical values
Vedica, is expecting a 50 per cent growth in sales from this brand.

Promoters
Parle was established in 1929 as a confectionery manufacturing unit by late
Shri Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri
Jayanti Lal Chauhan, a MIT and MBA Graduate from University of Boston,
USA, took over the helm of the Group. It was due to his foresightedness
the group bought Italian Mineral Water Company – Bisleri in 1969 that has
grown to become the Leading Brand BISLERI in Indian market. Presently
BISLERI enjoys number one position in the water market.

The Group also was a pioneer in Indian market for introducing aerated
drinks like Thumps up, Limca, Citra and Gold Spot. These products were
later sold to MNCs in 1993. Presently the focus of organization is on
packaged and mineral water marketed under the brand name Bisleri.

ATNCC, Shimoga 16
Bisleri International Pvt. Limited (BIPL) has the history of being the
undisputed leader with constant growth and development in an ever-
changing environment. Bisleri International Pvt. Ltd is 40 years old. It has
presently 8 own manufacturing units, 11 franchisee and 32 contract packing
facilities across India. We will be expanding the business to reach far &
wide. Our plants are now equipped with sophisticated machinery & state of
the art technology.

Bisleri’s Vision
Its vision is to be the dominant player in the branded water business where
the second player is less than 20% of its business.

Bisleri’s Mission
It is in the business to serve the customer. He is the most important person.
He is the only one who pays. He deserves the best quality and presentation
at a worth of the price. It must have world class quality, at the lowest
production & distribution cost. This will make it an unbeatable leader, and
will have satisfied loyal customers.

Bisleri’s values
Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and
Openness & Transparency.

Organisational Structure

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 • Senior Sales Manager
• ASM under the Senior Sales Manager
• ASM has zones divided such as north, east, west, south and central
• Sales Executive for ASM in all the 5 zones
• 5 Corporate Sales person for all the 5 zones
• Their truck drivers are their salesmen

The Journey till Now

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri.

Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales
urge.

Mid-1980s: Switches to PET bottles, which meant more transparency and

life for water.

1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca
to Coca-Cola for Rs.400 crore.

1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.

1998: Introduces a tamper-proof and tamper-evident seal.

2000: Introduces the 20-litre container to bring prices down from Rs 10 a

litre to Rs 2 a litre.

ATNCC, Shimoga 18
2000: BIS cancels Bisleri's license of water bottling in Delhi since some of
the bottles did not carry ISI label; the license is restored one-and-a-half
months later.

2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-
MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's
34.4 per cent.

2003: Bisleri says it plans to venture out into Europe and America to sell
bottled water.:

2006: Launch of Natural Mineral Water to increase the product portfolio.

2007: Introduced 250ml attractive bottles.

2008-2010: May introduce energy drinks and flavored water.

Expansion

Bisleri International Pvt. Ltd. is committed to meeting the needs of its

customers across the country and to effectively service the end consumer
Bisleri has been working continuously to establish fresh bottling and
distribution capacities.

Over the course of last one year, bottling plants have come up at:
Location Effective Date
Wadki, Maharashtra 17.08.2007

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Ahmedabad, Gujarat 13.11.2007
Chennai, Tamil Nadu 15.11.2007
Andaman & Nicobar 18.12.2007
Madurai, Tamil Nadu 05.01.2008
Rajampet, Andhra Pradesh 29.01.2008
Mysore, Karnataka 29.02.2008
Udaipur, Rajasthan 01.03.2008
Kanpur, Uttar Pradesh 01.04.2008

Product Range

Value Chain

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Every drop of Bisleri water is purified as per international standards to
ensure that your Bisleri experience always remains pure and satisfying for
longer. The following is a brief understanding of the water treatment
process:
Distribution Channel

They have appointed Distributor for each area to sell their products and have
also approaches to the Retailers.

It’s a battle that Bisleri can win by sheer distribution muscle. Bisleri has a
largest distribution network across the country, further it plans to increase its
network in southern and eastern region which will prove a great advantage
for the company.

ATNCC, Shimoga 21
BISLERI appoints a sales representative to each distributor. The salesmen
are divided among the territories defined by the distributor.

The distributor has 5 routes. Out of the 5 routes, one is the main route and
the other four are sub routes. The salesmen have to handle these routes. This
helps in avoiding horizontal conflict and leads to better focus and evaluation
of sales performance of the salesmen.

The company sales person makes a visit once every week on Friday. Every
Friday a report is given by the sales representative to the area head.
Communication regarding stock replenishment, etc. takes place over phone.
The person of the company whom the distributors communicate with is the
Sales Executive. At times the company deploys its own men to do the
distribution job for the Distributor also. Distribution Weakness: Company
is not addressing the compliant from distributor and end user.

Industry Analysis
Potters Five Forces Model

□ Substitutes
□ New Entrant
□ Bargain Power of Supplier
□ Bargain Power of Customer
□ Industry Rivals

ATNCC, Shimoga 22
Industry Rivals
Rivals divided into organized and unorganized
 Organised
Coke’s Kinley, PepsiCo’s Aquafina, Mohan Meakins, SKN Beweries and
Parle Agro’s Bailley.
 Unorganised
Local water brands such as H2GO, Blue Label, Kwencher, Yes, etc.

New Entrants
 HUL water purifier Pureit
 Various new local brands (unorganized players)
 Shaw Wallace is also in a process to enter the bottled market in the
premium segment.
Substitutes
 Soft drinks

ATNCC, Shimoga 23
  Water purifiers
 Tap water
 Coconut water
 Vending Machine water
 The most economical drink -nimbu pani

Bargain Power of Supplier

 When the company’s suppliers are able to:

raise price and reduce quantity
Then the supplier power would be high
 Packaging (PET bottles)
 Labeling material
Bargain Power of Customer
 Buyer’s demand
1. Better quality or service
2. Set competitors against each other
At the expense of sellers profitability

 Reason:
1. Industry where many brands fighting for existence and
their share
Large number of choices available to retailer
Low switching cost for retailer
 Prices of other products are more of less the same
1. Brand Loyalty of customer is very low

ATNCC, Shimoga 24
 Chapter -3
Bisleri Products

ATNCC, Shimoga 25
 Bisleri Products

Bisleri has developed 8 unique pack sizes to suit the need of every
individual. It is present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L
which are the non-returnable packs & 5L, 20L which are the returnable jar
packs.

DIFFERENT PRODUCTS OF BISLERI:

1. VEDICA
2. MINERAL WATER
3. MOUNTAIN WATER
VEDICA:

ATNCC, Shimoga 26
Vedica Natural Mountain Water comes to you in all its untouched purity,
right from its source. Gushing from an aquifer with intense pressure, the
natural mountain water is pushed above the ground surface to a height of 5
meters above ground level, powerfully and consistently. The underground
geological origin guarantees that there is no external Contamination, since
the mouth of the water source is covered from rocks on all sides. Besides,
being naturally fortified with silica, the spring is naturally free form any
Microbial infection or pollution. Vedica Natural Mountain Water is also low
on sodium, making it the perfect choice for the health conscious. It has a
high proportion of sulphates, which work as natural detoxifying agents. And
it’s clear, sweet taste proves that it is free of calcium carbonate and
magnesium carbonate salts, which give some mineral waters a chalky taste.
Scientifically put, the Total Dissolved Solids in Vedica Natural Mountain
Water is225mg/ltr. It is also high in sulphates, the natural detoxifying agents.
Ensuring that all you get with Vedica Natural Mountain Water is the sweet
taste of purity.

Vedica Natural Mountain Water is available in 500 ml and 1 liter bottles

Our new Vedica is the most alkaline water there is. Vedica pH is
7.7, Himalayan pH is 7.3 & Evian pH is 7.2. For those who are not so
skeptical about the benefits of the alkaline lifestyle, alkaline water helps to
neutralize acids and remove toxins from the body - it is a great cleanser and
helps to detoxify our system.

ATNCC, Shimoga 27
1. Bisleri with added Minerals:

This product is bottled drinking water at its best. Bisleri with

added minerals has a TDS count (total dissolved solids
count) of approximately 100. 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 a person fit and energetic at all times.

The composition of Bisleri Water in milligrams per liter (mg/l):

 160-TDS
 7.2-ph factor
 13.6-Calcium
 22-Chlorides
 58-Bicarbonate
 7.8-Magnesium
 2-Nitrate
 19.3-Sulphates
 66.1-Hardness

Purification -
Every drop of Bisleri water is purified as per international standards to
ensure that your Bisleri experience always remains pure and satisfying for

ATNCC, Shimoga 28
longer. The following is a brief understanding of the water treatment
process.
1. Chlorination:
Kills micro organisms. Remove organic matter.
2. Arkal Filter:
Removes suspended matter and turbidity.
3. Carbon Filter:
Removes residual chlorine & odours.
4. Reverse Osmosis:
Removes organic material. Controls total dissolved solids in the water.
5. Addition of Minerals:
For the purpose of maintaining a balanced mineral content.
6. Micron Filtration:
Additional safety measures to guarantee purity.
7. Ozonation:
Ensures water remains bacteria free for longer life.

Pack Sizes Available

Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml
bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.

ATNCC, Shimoga 29
2. Bisleri Mountain Water:
The search for new products has now led the company to the
new Natural Mountain Water. Inspired by nature, it comes
from a pristine source situated in the beautiful and scenic
mountains of Northern India. Natural Mountain Water
resonates with the energy and vibrancy of health and well-
being. It is packed with the goodness of nature's minerals
which will refresh one’s senses and rejuvenate a person.

Bisleri Natural Mountain emanates from a natural spring, located in

Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges.
Lauded as today's 'fountain of youth', Bisleri Natural Mountain Water
resonates with the energy and vibrancy capable of taking a person back to
nature. Bisleri Natural Water is bottled in its two plants in Uttaranchal and
Himachal Pradesh.

Pack sizes Available –

Bisleri Mountain Water is available in six different pack sizes of 250ml,

500ml, 1 litre, 2 litres, 5 litres and 20 litres

ATNCC, Shimoga 30
3. Bisleri 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 mountains and a plethora of exotic herbs
and other flora that have therapeutic properties.
This is where one will find a treasure trove of hidden natural spring water
that flows through natural purifying filters, mineral rich rocks and herbs
from which it absorbs many healing properties. Bisleri bottles this pristine
spring water directly at source, at the foothills of the Himalayas.

Pack Sizes Available

Bisleri Himalayan Water is available in 500ml. bottles & 1 litre bottles.

Packaging @ Bisleri
The most critical aspect of bisleri’s bottling process that sets it apart from
the rest of the industry is the fact that their bottles remain untouched right
through the rinsing, filling, capping and labeling operations.

Filling:
Bottles are fed by an air conveyor from the blowing unit directly into the in-
feed of the RFC. The RFC equipment is neck run and it boasts of a
monoblock unit, which means that every bottle is held by the neck
automatically while being inverted, rinsed and sprayed with ozonated water

ATNCC, Shimoga 31
at 2 bar pressure. After draining, the bottles are re-inverted and transferred to
the filler. At the filler these bottles are straightened up and gradually lifted to
the filling valves which open only when a bottle is placed under them.
Filling is then done systematically through gravity.

Capping:
After the filling process the bottles are then transferred to the capping
section. Here ozonated-water rinsed caps are screwed on the bottle with
uniform torque. Since the water is ozonated all product contact parts are of
316L grade stainless steel and the rubber parts are of EPDM. (All
components are water lubricated above the table top.)

Labeling:
From the capping section the bottles are directly sent to the labeling section.
All Bisleri bottles are labeled on a hot melt reel feed BOPP labeling
machine. This machine allows each individual bottles to be spaced out and
fed to the labeling station where precisely cut labels with a strip of hot melt
glue at the leading and trailing edge, get rolled around the bottle. These
labels are fed into the machine in a roll form too.

Quality Check:

From here on, the bottles go through an online check where qualified
personnel inspect each bottle for any leaks or breakages. They are then
packed into sturdy cartons which are dispatched to the market by the
company’s fleet of trucks.

ATNCC, Shimoga 32
PURIFICATION

Every drop of Bisleri water is purified as per international standards to

ensure that customers Bisleri experience always remains pure and satisfying
for longer. The following is a brief understanding of the water treatment
process.

Chlorination
Kills micro organisms. Remove organic matter.

Arkal Filter
Removes suspended matter and turbidity.

CARBON FILTER
Removes residual chlorine & odours
Reverse Osmosis
Removes organic material. Controls total dissolved solids in the water.

Addition of Minerals
For the purpose of maintaining a balanced mineral content.

Micron Filtration
Additional safety measures to guarantee purity.
Ozonation
Ensures water remains bacteria free for longer life.

ATNCC, Shimoga 33
PACKAGING

The most critical aspect of Bisleris bottling process that sets them apart from
the rest of the industry is the fact that there bottles remain untouched right
through the rinsing, filling, capping and labeling operations.

 Filling: Bottles are fed by an air conveyor from the blowing unit directly
into the in-feed of the RFC. Our RFC equipment is neck run and it boasts
of a monoblock unit, which means that every bottle is held by the neck
automatically while being inverted, rinsed and sprayed with ozonated
water at 2 Bar pressure. After draining, the bottles are re-inverted and
transferred to the filler. At the filler these bottles are straightened up and
gradually lifted to the filling valves which open only when a bottle is
placed under them. Filling is then done systematically through gravity.
 Capping: After the filling process the bottles are then transferred to the
capping section. Here ozonated-water rinsed caps are screwed on the
bottle with uniform torque. Since our water is ozonated all product
contact parts are of 316L grade stainless steel and the rubber parts are of
EPDM. (All components are water lubricated above the table top.
 Labeling: From the capping section the bottles are directly sent to the
labeling section. All Bisleri bottles are labeled on a hot melt reel feed
BOPP labeling machine. This machine allows each individual bottles to
be spaced out and fed to the labeling station where precisely cut labels
with a strip of hot melt glue at the leading and trailing edge, get rolled
around the bottle. These labels are fed into the machine in a roll form too.
 Quality Check: From here on, the bottles go through an online check
where qualified personnel inspect each bottle for any leaks or breakages.

ATNCC, Shimoga 34
 They are then packed into sturdy cartons which are dispatched to the
market by our fleet of trucks.

COMPETITORS

The bottled water industry is one of the most thriving sectors in India. The
market is growing at a whopping rate of about 55 per cent annually and is
expected to cross Rs. 1000-crore mark within the next couple of years.

Almost all major national and international brands have taken a plunge.
Parle's Bisleri that virtually monopolised the bottled water market is now
vying with Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia.
According to a national-level study, there are close to 200 bottled water
brands in India. Nearly 80 per cent of these are local brands.

AQUAFINA

Aquafina is a brand of Pepsi co. It was first distributed in Wichita, Kansas

in 1994, and was distributed across the United States, Canada, Turkey, Saudi
Arabia, Vietnam, Pakistan and India. As of 2003, it had become the United
States' top-selling bottled water brand in measured retail channels. Aquafina
uses PepsiCo's own seven-step purification system, which it calls HydRO-7,
which includes pre-filtration treatment to remove larger particles, two stages
of polishing filtering, charcoal filtration, reverse osmosis, ultraviolet and
ozone sterilization. PepsiCo states in marketing material that this system
removes substances that may be in other brands of bottled water.

Aquafina entered in Indian market in 2000-2001 and it used its Parent

concerns established distribution network.

ATNCC, Shimoga 35
Now when we talk about the market, there are various startegies used by
Aquafina in Karnataka. Like they are giving away free water bottles to
retailers with purchase of cola cartons and they are not letting any other
drink to be stored inside the refrigerators provided by them to the retailers.
In that case small retailers are unable too keep Bisleri bottles cold and
propsing one of the major reason to not to buy Bisleri then to buy any other
water. Consumer always ask for cold water because of heat in Shimoga.

KINLEY

Kinley is owned by The Coca-Cola Company and sold in many Central

European countries and India. Its carbonated forms are used for mixers, and
also available in a variety of fruit flavors.

The Kinley brand is used by Coca-Cola for two types of drinks:

-A Carbonated water with a wide array of variants: tonic, bitter lemon, club
soda and fruit flavored. Available in Austria, Belgium, Bulgaria, Czech
Republic, Denmark, El Salvador, Germany, Hungary, India, Israel, Italy,
Lithuania, Luxembourg, Maldives, Moldova, Nepal, Netherlands, Norway,
Poland, Romania, Slovakia, Sweden, Switzerland, United States, West
Bank-Gaza and Zambia.

-A High quality bottled water available in Bangladesh, Bulgaria, India,

Maldives, Nigeria and Pakistan.

When we talk about the market Kinley also follows similar strategies to
Aquafina of giving away free water bottles with there cola cartons and not

ATNCC, Shimoga 36
letting retailers kep any other product inside there complimentary
refrigerators.

BAILLEY

Bailley, brand is owned by Parle Agro Pvt. Ltd. Parle Agro’s other products
are Frooti, Appy, LMN, candies like mintrox etc. It is the first water brand to
be issued an ISI certification. The first to launch special four-sided 200ml
bottles catering to premium airlines like Jet Airways and British Airways.
Bailley is available in 200ml, 330ml, 1 Ltr. & 2 Ltr. PET.

The reason behind Bailleys success is that they are offering bottles to the
retailers at very low price hence giving them opportunities to gain
considerable margins. In few areas Bailley distributers were supplying water
at nominal price of five rupees to the retailers. Retailers believe that brand
name does not make a difference when it comes to water and they always go
for cheaper available variant to them.

KINGFISHER

Kingfisher is mainly a beer brand manufactured and marketed by united

breweries ltd. It is one of the largest selling beer in country commanding a
29% market share in country. Its not been very long since it entered into
Packaged drinking water segment. The only strategy behind this was
diversification henceforth emerging as one of the main competitors to
Bisleri. Kingfisher also makes use of its already set network and it’s a major
supplier of water to wine shops.

ATNCC, Shimoga 37
FOSTERS

Based in Melbourne, Australia, and publicly listed on the Australian Stock

Exchange, Foster's products are sold in over 100 countries. They have
around 200 premium brands, and operations stretching over to five
continents.

Fosters beer is very popular in India among youth that creates a kind of
loyalty to the brand further showing a glimpse in packaged drinking water
segment. Fosters also use low price strategy to sell its packaged drinking
water in market.

OTHER COMPETITORS IN MARKET

 ALFA
 ATLAS

 GOLDEN EAGLE

 GOLDEN VALLEY

 DEW DROPS

 HELLO

 HIMALAYAN

 INTIMATE

 KENABAR

ATNCC, Shimoga 38
  NAKSHATRA

 NESTLE PURE LIFE

 PRISTINE

 RAINDROPS

 SUN

 SPRINT UP

 SPA AQUA

Competitive Analysis

ATNCC, Shimoga 39
 Chapter 4

FIRM PROFILE

ATNCC, Shimoga 40
 Firm Profile
Name : Swastik Agency
Date of Establishment :-5-9-1985
Proprietor: Mr. Prasanna Kumar

Location: - Park Extension, Durgigudi

Shimoga
Nature of Activity:- Retail and Wholesale
Number of Workers: - 6
Working hours:- 10 am. To 8:30 p.m

Bisleri has met the expectations of the consumers in terms of pricing the
product and also making the product available in variations of litres, making
Bisleri both convenient and affordable. The company is following a very
aggressive pricing. Its product is available at a very reasonable price.

250 ml Glass Rs.4

250 ml Bottel Rs.6
500ml Bottel Rs.10
1 Litre Bottel Rs.15
2 Litres Bottel Rs.22
5 Litres Jar Rs.35
20 Litres Jar Rs.70

How much water do you need?

ATNCC, Shimoga 41
Every day you lose water through your breath, perspiration, urine and bowel
movements. For your body to function properly, you must replenish its water
supply by consuming beverages and foods that contain water.

So how much water does the average, healthy adult living in a temperate
climate need? In general, doctors recommend 8 or 9 cups. Here are the most
common ways of calculating that amount:

 Replacement approach. The average urine output for adults is about 1.5
liters (6.3 cups) a day. You lose close to an additional liter (about 4 cups)
of water a day through breathing, sweating and bowel movements. Food
usually accounts for 20 percent of your total fluid intake, so if you
consume 2 liters of water or other beverages a day (a little more than 8
cups) along with your normal diet, you will typically replace your lost
fluids.

 Eight 8-ounce glasses of water a day. Another approach to water intake

is the "8 x 8 rule" — drink eight 8-ounce glasses of water a day (about

ATNCC, Shimoga 42
 1.9 liters). The rule could also be stated, "Drink eight 8-ounce glasses of
fluid a day," as all fluids count toward the daily total. Although the
approach really isn't supported by scientific evidence, many people use
this easy-to-remember rule as a guideline for how much water and other
fluids to drink.

 Dietary recommendations. The Institute of Medicine advises that men

consume roughly 3 liters (about 13 cups) of total beverages a day and
women consume 2.2 liters (about 9 cups) of total beverages a day.

Even apart from the above approaches, if you drink enough fluid so that you
rarely feel thirsty and produce 1.5 liters (6.3 cups) or more of colorless or
slightly yellow urine a day, your fluid intake is probably adequate. If you're
concerned about your fluid intake, check with your doctor or a registered
dietitian. He or she can help you determine the amount of water that's best
for you.

Water Purification

Water purification is the process of removing undesirable chemical

and biological contaminants from raw water. The goal is to produce water fit
for a specific purpose. Most water is purified for human consumption but
water purification may also be designed for a variety of other purposes,
including to meet the requirements of medical, pharmacology, chemical and
industrial applications. In general the methods used include physical process
such as filtration and sedimentation, biological processes such as slow sand
filters or activated sludge, chemical process such as flocculation and
chlorination and the use of electromagnetic radiation such as ultraviolet
light.

ATNCC, Shimoga 43
 The purification process of water may reduce the concentration of
particulate matter including suspended particles, parasites, bacteria, algae,
viruses, fungi; and a range of dissolved and particulate material derived from
the minerals that water may have made contacted after falling as rain.
The standards for drinking water quality are typically set by
Governments or by international standards. These standards will typically
set minimum and maximum concentrations of contaminants for the use that
is to be made of the water.
It is not possible to tell whether water is of an appropriate quality by
visual examination. Simple procedures such as boiling or the use of a
household activated carbon filter are not sufficient for treating all the
possible contaminants that may be present in water from an unknown
source. Even natural spring water - considered safe for all practical purposes
in the 1800s - must now be tested before determining what kind of
treatment, if any, is needed. Chemical analysis, while expensive, is the only
way to obtain the information necessary for deciding on the appropriate
method of purification.

According to a 2007 World Health Organization report, 1.1 billion

people lack access to an improved drinking water supply, 88% of the 4
billion annual cases of diarrheal disease are attributed to unsafe water and
inadequate sanitation and hygiene, and 1.8 million people die from diarrheal
diseases each year. The WHO estimates that 94% of these diarrheal cases are
preventable through modifications to the environment, including access to
safe water. Simple techniques for treating water at home, such as

ATNCC, Shimoga 44
chlorination, filters, and solar disinfection, and storing it in safe containers
could save a huge number of lives each year.

How safe is your tap water

You Know that our tap water is not as good as it was during our
forefather's time! Due to climatic changes,draught,alarming levels of
salinity, industrial wastes, sources like river,catchements and reservoir
systems are under dire stress which deteriorates the water quality day by day.
Further, one does not get sufficient water from river and has to resort to
underground water, which generally is contaminated with dissolved
impurities.

By the time water (municipal or ground water ) reaches your tap, it

may get contaminated on way which leads to common water problems .
Although,water treatment plants meet 'The Safe Drinking Water Standards',
but still water pollutants may be present in your tap water.

Increasing Dissolved Impurities

 Rust
Water might be pure while leaving the treatment plants but when it travels
miles through the ageing pipes, which are corroded at many places , the rust
from pipes become soluble and gets released into water and is generally
invisible . Shocking but true! Further at many places, municipal drinking
water does not come for more than 2 to 5 hrs.in a dat this not only leaves
water pipelines empty but also makes them prone to oxidation and rusting.

 Pesticides

ATNCC, Shimoga 45
Pesticides are deadly chemicals used to eliminate weeds, insects and other
harmful elements in crops. But their consistent use has however produced its
own harm. Surprisingly, pesticides too are entering our ground water and are
contaminating our drinking water.

 Arsenic
Arsenic is a semi metal element in the periodic table . it is odourless and
tasteless. It can enter drinking water supplies from natural deposits of the
earth or from agriculture or industrial practices. This problem is widely
experienced in many regions across india. Consumption of Arsenic can
cause skin damage , circulatory system problems and an increased risk of
lung & kidney cancers.

 Fluoride
Fluoride is a major naturally occuring contaminant in drinking water . It is
found on very high levels in east & North India. Low levels might prove
beneficial in preventing dental problems but its high levels can cause
structural tooth damage and very high level can cause skeletal damage.

 Lead
Many old homes & building have pipes & plumbing fixtures that contain
lead. Lead can easily leach from pipes into drinking water. Its long term
effects include stroke ,kidney problem and cancer.

 Heavy Metals
Metals like Mercury, Zinc, Copper and Cadmium usually enter the water
supply as Industrials wastes and therir excessive concentrations can cause
physiological damage to humans, including damage to the central nervous
system

ATNCC, Shimoga 46
 Excessive Bacteria and Viruses

At most of the places, Municipal drinking water comes for not more than 2
to 5 hrs. Therefore the water is stored in overhead tanks that results in
excessive bacteria and viruses growth and this can lead to diseases like
Cholera, Dysentery, Diarrhea and Typhoid.

ATNCC, Shimoga 47
 Chapter 5

ANALYSIS AND INTERPRETATION

ATNCC, Shimoga 48
 ANALYSIS OF PRIMARY DATA

1. Do you prefer packaged drinking water?

Prefer packaged drinking water Frequency Percentage
Yes 90 90
No 10 10
Total 100 100

Analysis:
According to
the survey of
retailers at the
metro stations 90% said yes and 10% voted for no as they sold Rupee 1 per
glass.

ATNCC, Shimoga 49
2. Are you aware of the following brands in packaged drinking water?

Aware Frequency Percentage

Bisleri 55 55
Kinley 30 30
Aquafina 10 10
Other 5 5
Total 100 100

Analysis: The most of the retailers at the metro stations were aware of the
major brands which were like 90% knew about Bisleri, 70% for Kinley and
60% for Aquafina while 50% kept local brands.

ATNCC, Shimoga 50
3. Which brand of packaged drinking water does customer often ask?

Aware Frequency Percentage

Bisleri 60 60
Kinley 19 19
Aquafina 08 08
Other 13 13
Total 100 100

Analysis: According to the survey of retailers 60% said the most sold brand
was Bisleri followed by Kinley to which 19% agreed while 8% said that
Aquafina was sold most and 13% for others.

ATNCC, Shimoga 51
 4. Please scale your satisfaction level for the brand you’re using on the
basis of the following:
Price:
Brand Very Satisfied Satisfied Dissatisfied Uncertain
Name
Bisleri 18 52 10 20
Kinley 33 47 15 05
Aquafina 28 40 18 14
Others 10 30 30 30

Analysis: The 52% of the retailers were satisfied with the price of Bisleri
followed by Kinley, Aquafina and others.

ATNCC, Shimoga 52
 5. Quality:

Brand Name Very Satisfied Dissatisfied Uncertain

Satisfied
Bisleri 45 35 8 12
Kinley 38 32 8 22
Aquafina 35 32 15 18
Others 10 15 35 40

Analysis: The 44%the retailers at the metro stations were very satisfied with
the Bisleri and similarly followed with Kinley and Aquafina while 40% were
uncertain about the quality of the other local brands they keeping.

ATNCC, Shimoga 53
 6. Service:

Brand Very Satisfied Satisfied Dissatisfied Uncertain

Name
Bisleri 45 35 8 12
Kinley 38 32 8 22
Aquafina 35 32 15 18
Others 10 15 35 40

Analysis: The retailers were mostly satisfied more with the service of
Kinley and Aquafina other than Bisleri.

ATNCC, Shimoga 54
 7. Packaging:

Brand Name Very Satisfied Satisfied Dissatisfied Uncertain

Bisleri 40 30 20 10
Kinley 30 30 20 20
Aquafina 35 40 15 5
Others 10 15 35 40

Analysis: The packaging of the Kinley was mostly liked by retailers and
similarly by the customers followed by Aquafina and Bisleri

ATNCC, Shimoga 55
 8. What factors can change the brand preference of the customer?
Factors Frequency percentage
Quality & Price 38 38
Quality & Service 22 22
Price 10 10
Service 6 6
Packaging 24 24
Total 100 100

Analysis: The customer preferred Quality and Service then followed by

Packaging and then Quality and Service and etc.

ATNCC, Shimoga 56
 9. What is the future prospect of this market?
Prospect Frequency Percentage
Excellent 60 60
Good 20 20
Average 15 15
Poor 05 05
Total 100 100

Analysis: The 60% of the retailers felt that there is excellent prospect of the
market in the future.

ATNCC, Shimoga 57
 10.How do you rate Bisleri as compared to other brands?
Brand Frequency Percentage
Very good 25 25
Good 55 55
Standard 15 15
Bad 05 05
Total 100 100

Analysis:
The major
of the retailers at metro stations felt that Bisleri is a good brand as compared
to others and 30% considered it very good because of minerals added in it.

ATNCC, Shimoga 58
 11. Are you satisfied with Bisleri’s awareness programme, sales campaign, and
advertisements?
Awareness Frequency Percentage
Yes 30 30
No 50 50
Don’t know 20 20
Total 100 100

Analysis: The retailers at metro stations were not satisfied with the services
of the Bisleri that was approx 50%.

ATNCC, Shimoga 59
 12.If you have any problem with the service then what would you do?

problem with the service Frequency Percentage

Resolve it 37 37
Change the brand 36 36
Give a chance 27 27
Total 100 100

Analysis: The major of the retailers try to change the brand and followed by
36% of which try to resolve the problem and then giving another chance.

13. How often Bisleri Distributer visits your shop?

ATNCC, Shimoga 60
 HOW OFTEN HE VISITS? Frequency Percentage
Almost Every Day 26 25.64
Twice or Thrice a Week 23 23.08
Once a Week 24 23.93
Never 8 7.69
I Don't Buy Bisleri 20 19.67
Total 100 100

 In this question difference between respondents to “Never” and “I don’t

buy Bisleri” is that Never respondents prefer to buy Bisleri but nobody
visits them and later don’t buy Bisler at all.
 In Market A 25% shops are daily visited by dealer on the other hand just
2% in Market B.

ATNCC, Shimoga 61
 There are just less then 8% shops in Market A which are not visited but in
Market B 31% shops are never visited by dealer and that is taken as a
complain against supplier.

 Major portion of respondents in Market A have given positive response

as tilt of answers is towards first, second and third option, on the other
hand responses are more towards answer three, four and five.

 In Market B there are more then 53% of shops not visited at all by the
distributer.

ATNCC, Shimoga 62
 14. What is your monthly consumption of Bisleri?(no. of cartons)

YOUR MONTHLY CONSUMPTION Frequency Percentage

OF BISLERI?
0-25 65 65.06
25-50 17 16.87
50-100 6 6.02
100-150 10 9.63
150 & above 2 2.41
Total 100 100

 It can be clearly seen from both the markets that maximum shops selling
mineral water cannot sell more then 0- 25 cartons in month.

ATNCC, Shimoga 63
 Biggest customers who fall in category of above 150 cartons have
capacity of selling 150 to 450 cartons, hence they themselves cover up
for companies other 60%-70% customers.
 In Market B company doesn’t have any above 100 cartons customers.

ATNCC, Shimoga 64
 Chapter 6

FINDINGS AND SUGGESTIONS AND

CONCLUSION

ATNCC, Shimoga 65
FINDINGS

All these findings are based on my continues interaction with retailers and
anlysis of data collected by me.

 Restailers in Shimoga believe that water is just water and it does not
make difference fom whom they buy it from.
 Retailers in Shimoga mostly believe in what are the margins provided to
them by the companies.

 Most positive aspect of Bisleri in market is that people believe that

Bisleri is a best quality packaged water in market.

 Apart from all the issues overall Bisleri stil holds it positin as a Market
leader.

 Bisleri is a highest priced product in the market, and market customers

are daily walk inns ; hence they are not ready to always pay more then 12
rupees for a 1ltr bottle which sells most.

 Companies like aquafina and kinley are providing free product to the
shopkeepers with purchase of there cola’s, which is bringing down the
sales in many areas.

 Pepsi and Coke provide free refrigerators to retailers in which they are
not letting them keep any other companies product., this inturn is
breaking sales of Bisleri cause usually a customer asks for cold water.

 Distributers in Shimoga are very reluctant to change.

ATNCC, Shimoga 66
 Distributers just dont visit any other shops except those which regularly
buy from them in other words they just dont move away from there set
routes.

 As Shimoga is very old city hence there are lots of shops in small streets
which are not covered by distributers, as they usually just move along
main roads.

 There were lots of complains in Market B of suppliers, many of retailers

responded that Bisleri people doesnt visit at all.

 Retailers in Shimoga are in habit of not asking for bills and suppliers too
dont provide bills on regular bases on there own.

Suggestions

 Tries to give retailers good margin so they feel it more profitable to sell
our product more than the competitors.
 Tries to provide small refrigerator to the big retailers as you competitors
done so that they can provide chilled water to the consumers because
your competitors do not allow the to keep you product in there
refrigerator and because of these reasons some time retailers hesitate to
keep your product.

 The company should take care of the demands of distributor such as

providing extra cartons (as some cartons are destroyed during loading
and unloading activities), promotional materials etc.

ATNCC, Shimoga 67
 The company should increase its tie-ups with major fast food retail
outlets and leading chain of restaurants and Hotel in order to boost sales

 Advertisement to build the brand image that will provide the required
ground to establish the authenticity to the product.

 Awareness programs at health club, schools & Nursing homes.

 To win over the consumer belief and faith over the genuity of the
product.

 Display of hot and cold dispensers and bottles at places like hotels, clubs
and airports where upper class group visits, as they are the potential
customers. Place like departmental stores, petrol pumps and super
bazaars can also be considered.

 The company should organize camps at various part of the city also road
show to bring about the difference between mineral water and
filter/purified water and to tell the people how mineral water is more
hygienic than filtered water/purified water.

 To aware people the cost benefit analysis to the customer of how the
mineral water would not less and benefit more, because people using
purifier system cost too much.

 First of all Shimoga is not a small city, company just have 3 sales man,
Bisleri needs to make atleast a team of 5 salesman to cover whole
Shimoga to keep a good check on secondary sales of company.

ATNCC, Shimoga 68
 Bisleri needs to regularly come up with certain attractive schemes so that
it can compete with its giant competitors like Pepsi and Coke.

ATNCC, Shimoga 69
Conclusion

The players who will endure will be those who have a strong regional
presence. Take the case of Team, which enjoys immense popularity in Tamil
Nadu. Similar brands with a regional presence are Siruvani, and Koday.
Thus, new players will be looking for a distinct positioning. One such brand
is Bisleri, the largest selling bottled water brand in the US. After its
successful test launch in Mumbai and Bangalore, Bisleri was released in
Chennai, Ahmedabad, Vadodara, and Pune. Parle Agro has invested over
Rs.5 crore in the new Bisleri water project in Maharashtra.

Moreover, Bisleri will be served absolutely chilled.” That makes sense too,
since surveys have indicated that an overwhelming majority of the bottled
water that is consumed in India is by people who are traveling.

With the big players, who have the support of the financial muscle and a
large consumer base in other categories with them, like Pepsi, Kingfisher,
Nestle and Coke — the battle is the tougher arena of brand building. All the
multinationals are looking at high-octane advertising targeting specific
consumer segments. Sensing troubled waters ahead, Bisleri is busy working
on a strategy to soak up the competition and protect his water kingdom.

ATNCC, Shimoga 70
ANNEXURE

QUESTIONNAIRE

Dear Sir / Madam,

As a student of BBM, ATNCC, Shimoga, I am doing a project on
“MARKETING OF BISLERI WATER” a case study of Swastik Agency
Shimoga. I will be grateful for the valuable inputs you give to the following
questions. Your responses shall be kept completely confidential, will be
merged with other responses and used only for statistical purposes.

Yours
Aishwarya .C
NAME: __________________________________________
Shop Name: ______________________________________
PHONE NUMBER: ________________________________

1. Do you prefer packaged drinking water?

 YES [ ]
 NO [ ]
2. Are you aware of the following brands in packaged drinking water?
 BISLERI [ ]
 KINLEY [ ]
 AQUAFINA [ ]
 OTHERS [ ]

3. Which brand of packaged drinking water does customer often ask ?

 BISLERI [ ]
 KINLEY [ ]

ATNCC, Shimoga 71
  AQUAFINA [ ]
 OTHERS or LOCAL [ ]

4. Do you think packaged drinking water has a seasonality effect?

 YES [ ]
 NO [ ]
5. Please scale your satisfaction level for the brand you’re using on the basis
of the following:
Price:
Brand Name Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri
Kinley
Aquafina
Others
6. Quality:
Brand Name Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri
Kinley
Aquafina
Others

7. Service:
Brand Name Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri
Kinley
Aquafina
Others

8. Packaging:
Brand Name Very Satisfied Satisfied Dissatisfied Uncertain
Bisleri
Kinley
Aquafina
Others

ATNCC, Shimoga 72
9. What factors can change the brand preference of the customer?
Q-Quality
P-Price
S-Service
PK-Packaging
Q&P
Q&S
P
S
Packaging

10.As a retailer what matters you most?

 Profit Margin [ ]
 Quality of Water [ ]
 Service of Company [ ]
 Packaging [ ]

11.On which brand do you get more margins?

 Bisleri [ ]
 Aquafina [ ]
 Kinley [ ]
 Others [ ]

ATNCC, Shimoga 73
12. Do you feel there is growth in the mineral water market in the last 5
years?
 Yes [ ]
 No [ ]

13.If answer to above question is yes, then what do you think is the reason
for this growth?
 Increase in Health consciousness of people
 Increase in Advertisements
 Scarcity of drinking water
 Others
14. What is the future prospect of this market?
 Excellent [ ]
 Good [ ]
 Average [ ]
 Poor [ ]
15. How do you rate Bisleri as compared to other brands?
 Very Good
 Good
 Standard
 Bad
16.Are you satisfied with Bisleri’s awareness programme, sales campaign,
and advertisements?
 YES
 NO
 DON’T KNOW

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17.If you have any problem with the service then what would you do?
 RESOLVE IT
 CHANGE THE BRAND
 GIVE A CHANCE

18.Any suggestion to improve the marketing of Bisleri product

___________________________________________

Date: Signature

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 BIBLIOGRAPHY

BOOKS & JOURNALS–

 Kotler Philip, “Marketing Management” New Delhi, Prentice Hall of
India
 Britannica Encyclopedia
 Mr. Hari Sundar, “Indian Packaged drinking water industry”,
Advertising Express page no-55
 Francis Buttle, “Customer Relationship Management”

OTHERS
 Internet
 Magazines

INTERNET

 www.finewaters.com
 www.indiaresource.org

 www.fosters.com

 www.bottledwaterindia.org

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