BISLERI

“The sweet taste of purity”

Bisleri has a wide range of products starting from packaged drinking

water of numerous sizes, soft drinks, to soda and other range of
beverages.

How It All Started

The brand Bisleri has been originated all the way from a town Nocera
Umbra, Italy. In 1965, Felice Bisleri launched his idea of selling
packaged water in Mumbai, India. There he met Parle’s founder Shri
Jayantilal Chauhan who had started manufacturing soft drinks in India
since 1949.

He appreciated the idea of selling packaged drinking water and bought

the company, Bisleri, 1969. Initially, it started selling the product in glass
bottles with the brand name ‘Bisleri’. Later the company switched over
non-returnable PVC bottles and then even later, it finally upgraded to
PET bottles.

Back in 1995, Ramesh J. Chauhan expanded the operation of Bisleri

and in 2003 it declared its venture to Europe and acquired all of its
shares. According to the provided information on the official website of
Bisleri, they have mentioned the company uses 10 million liters of
reserved water of rain. It is not just an initiative but also a reflection of
the company’s outlook in terms of people, products, and profitability.

Extensive reach in the market: The competitive advantage that

the brand had over other brands or counterfeit products in the market is
its availability in the market and customer finding it convenient to
purchase from anywhere whether it is a railway station, pops & mom
store, nearest Kirana Stores, e-commerce sites or stationeries shop.
 Bisleri’s Competitive Strategy

Product Strategy of Bisleri

With growing capital and demand the company has come with new
products over years. Bisleri started off with their packaged water brand
which successfully ran and gave scope to the launch of many other
products in the line. Bisleri’s main product, packaged water has gone
through many changes and variations.

Later the company introduced beverages such as carbonated and non-

carbonated soft drinks, energy drinks, soda, icebox etc. Bisleri is also
known to offer high-quality facial wipes.

Pricing Strategy of Bisleri

Bisleri aims at producing safe and affordable products and make it

available to the people. The price of Bisleri’s packaged water is
comparable with its competitors. The different pricing strategy has been
used for the package of larger volume, which means, the larger the
volume the lesser the price. Considering a specific region, if the price of
the 1-litre bottle is Rs 20, 2 liters bottle costs Rs 30.

On the other hand, the company also uses location pricing technique
which means that in certain places such as theaters, restaurant, and
mall, the price of the products are comparatively higher than that from a
normal retailer.

Positioning Strategy of Bisleri

Since from the year of its acquisition in 1965, the company has been
growing and scattering its reach across every single region of the
country. However, not all of its products are available in all regions. The
brand Vedica is only sold in every region apart from Eastern India.
The series of packaged water is being penetrated into the smallest
villages of India. The brand is sold among more than 200,000 licensed
retail outlets. The company’s logistics system has 2000+ truck which
distributes the product in different cities of the country.

Promotional Strategy of Bisleri

Bisleri is a direct brand and product and being water the source of life,
the company targets all people across different income group. The
company promotes its brand and products through conventional and
emerging mediums of advertising.

The promotional mix of Bisleri also includes personal selling, sales

promotions, public relations, and media publication. In short, it has
promoted its brand in almost all the available platforms starting from
billboards to YouTube commercials. It has also run several ad
campaigns to depict its purity and authenticity.

Bisleri’s Campaign

Being one of the oldest brands, Bisleri has widely promoted their
products through all the mediums and had launched ad campaigns, few
of which are stated below:

‘Har Pani ki bottle Bisleri Nahi’

India’s most trusted packaged water brand has recently launched its ad
campaign ‘Har Pani ki bottle Bisleri Nahi’ which denotes not every
bottled water is of Bisleri. The objective of this ad campaign was to
directly insist the consumer to choose Bisleri by cleverly dominating
other competitor’s brands.
 Competitive Strategy of Bisleri in last 5 years

2014 :It launched 1.2-litre pack ‘Bada Bisleri’ which was followed by the
innovation of the packaging and design of the bottle in 2015. This step
was undertaking to differentiate the company’s product from emerging
competitors.

In the next year 2016, Bisleri launched its ‘Natural Mountain Water from
the Himalayas’.

In 2017, the company launched limited edition packs targeting festive

season and cricket enthusiasts. The company launched its first energy
drink in 2018, Urzza it also launched a series of which includes Spyci,
Pina Colada, Limonata. This year (2019) Bisleri launched Fonzo,
another beverage which is actually a fusion of fizz and mango.