BISLERI | Bottled Water | Marketing Strategy




Water is the most important liquid in the world. Without water, there would be no life, at least not the way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue for the common Man. Eighty percent of the human metabolism consists of water. This is the reason why 90% of human diseases are water borne. There are 3 types of water impurities, which are root cause of water borne diseases. 1. Microbiological-Bacteria / virus. 2. Dissolved impurities - chemical. 3. Imbalance of Mineral Content. There are rapid changes that are taking place in our environment since long and the air and the water pollution is on an increase. The main source of drinking water is river and downstream which also have not been able to escape the

pollution. When a consumer became aware of the problems caused by water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended particles but dissolved impurities and microbiological impurities are not cleared out. The mineral balance is also not maintained. 1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the water. It deactivates microbiological impurities to an extent but has side effects due to iodine and it does not take care of dissolved impurities mineral balance. Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates bacteria to a great extent. It maintains the odor and color of water but does not clear out the dissolved impurities and mineral particles. Thus came advent of mineral water. Historically, the need for purified water within Indian homes had been kept down to a minimum. Essentially, there were three types of water that was used for different purposes. The first type was used for rinsing. The second type, which was used for cooking, was cleaner and kept covered. The third type was the cleanest drinking water and was very often boiled before use. Since an average family needed a small quantity, not more than five or six liters a day, boiled and filtered water had been a convenient solution for some time .The fallouts were

obvious. It was very difficult to convince the people that purification system was worth the price. There was no visible way to demonstrate the benefit. The otherwise somnolent market began to change once companies like Eureka Forbes targeted the office segment, while the mineral water players went after travelers. Ion Exchange was the only company, which had any measure of success in entering homes with Zero-B. But clean drinking water returned on the national agenda a little later. Around 1989, drinking water became an issue again. Around early 1990s,Time did a story on India as a key emerging market and that was the trigger for all the players eyeing this market .


Water - the Beverage your Body Needs Most

When we were kids in school, we learned that each molecule of water is made up of two hydrogen atoms and one oxygen

atom. We also learned that it was great fun to fill up our squirt guns with water, at least until the principal caught us. What we really didn't learn, however, was how much water we needed in order to be healthy human beings.

West Europeans, south Asians and Japanese live in the most densely populated regions of the globe and worry constantly about the quality of their drinking water drawn from rivers and lakes. Most is polluted and unfit for human consumption. In North America, people never worried about water quality and safety until early 1970 s and restaurants always provided iced water free. Some still do. Then came Perrier, the French mineral water emphasizing how restaurateurs could increase their revenues by replacing iced water service with bottled water. Restaurateurs never miss an opportunity to increase their profits, and soon studies started to surface claiming that serving iced water was costly and no one benefited. Many restaurants started serving automatically bottled water, and charged outrageous amounts i.e $ 3.50 for 300 ml. These days, a 750 ml bottle goes for $ 10.- in some restaurants, plus applicable taxes and tip!

Meanwhile, the word savvy bottled water marketers started circulating the myth that drinking bottled mineral water is safer, never mentioning what their studies were comparing.

When it comes to mineral water. markets Evian. Not to be outdone soft drink giant Coca-Cola joined the cause with filtered tap water and positioned their brand as pure.It is said that the inhabitants of seven cities between Switzerland and the Netherlands consume the water of the Rhine River. Voss (Norway). Nestle Pure Life and San Pellegrino. large companies with considerable cash reserves dominate the market. Coca Cola markets Dasani and Pepsi Cola Aquafina. Spring water must come from a natural springs with proven purity of contaminants. Tynant (Ireland). North Americans have recently begun to drink bottled water. and filtered tap water means just that. mineral water. Europeans always preferred mineral water or eau de source (spring water) since their rivers were polluted a long time ago. and filtered tap water is blurred beyond redemption. a French conglomerate. but already the distinction between spring water. a Swiss food multinational with headquarters in Montreux markets Perrier. the Loire are clean enough to allow several species of fish to thrive. life-style water. As always. Now considerable efforts are made to clean all major European Rivers. mineral water must contain 2000 parts per million in minerals. Cathledon. Nestle. the Thames. bottled water or fruit juices and shun tap water. Vitel. In these parts people drink beer. . The Rhine River. wine. Groupe Danone. Volvic and Crystal Springs. safe.

French 133. Italians 158 litres. Since the introduction of PET bottles (polyethylene terephate) bottled water consumption increased by 16 percent in five years and continuing growth of the market is forecast by the Canadian Bottled Water Association in Richmond Hill. or beer.Borsec (Romania) stand out. or you can complain to management that prices charged for bottled water are ridiculous as is the case with wine. only large cities control tap water quality regularly and vigorously and treat it appropriately for safety. Ramlosa (Sweden). When it comes to consumption. San Pellegrino. Gasteiner (Austria). but tend to be more expensive. In small communities. or a glass of wine. The cost is almost the same for all the three. Appolinaris (Germany). You can ask politely for ice water. Canadians consume approximately 30 litres per capita. if that is what you prefer. Dutch 119. (France). Germans 101 and Americans 76. In reality.Volvic. Ontario. Aqua di Nepi. Spa (Belgium). The low per capita consumption can be attributed to the illusion that tap water is safe. scarce financial resources and lacking expertise often make tap water safety questionable. The question for restaurant patrons remains whether to ask for bottled or mineral water. They display distinct taste profiles that spring and filtered waters lack. . San Benedetto. Lete (Italy). It all depends on the situation. or demand ice water.

a company of Italian origin.BISLERI . . In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. This company was started by Signor Felice Bisleri who first brought the idea of selling bottle water in India. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. There were just minor initiatives on part of the company for making mineral water. as it was not considered to be a very profitable business at that time as people still .bubbly & still in 1965 by Bisleri Ltd.COMPANY PROFILE Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties .. Parle's taking charge of Bisleri did not make a dramatic difference to the brand's fortunes immediately. Parle bought over Bisleri (India) Ltd. efforts to expand the bottled water market were not exactly painstaking. Parle at that particular time was interested in making soda water and not mineral water. While it did gain in terms of visibility and reach (piggybacking on Parle's existing distribution network).

which was so abundantly available. 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.the trendy people. The buyers. limca etc. however. In our future ventures we look to put up four more plants in 06-07. This was the time when it started concentrating on making Bisleri a success in the domestic mineral water market.considered boiling water to be a safer and better than mineral water. We command a 60% market share of the . In 1993. We have our presence covering the entire span of India. The charge of Bisleri water. In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly made a difference in the sales. then. Coca-Cola bought Parle s soft drink brands. Moreover they were not ready to pay for a commodity like water. The reason why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative business of mineral water in Bisleri's equity. The upsurge in the sales of Bisleri started from this point as Parle sold off its stable of brands to Coca-Cola. Presently we have 8 plants & 11 franchisees all over India. were mainly the upper class . Ramesh J. it agreed to a settlement that allowed the multinational to bottle and distribute Bisleri soda for a time frame of five years.Thumpsup. remained with Parle. Since 1995 Mr. While Coca-Cola actually bought over Parle's beverages.

Till date the Indian consumer has been offered Bisleri water. 500ml. 2L which are the non-returnable packs & 5L.5L. Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment. It is our commitment to offer every Indian pure & clean drinking water. We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. however in our effort to bring to you something refreshingly new. . Strict hygiene conditions are maintained in all plants. Hence our product range now comprises of two variants : Bisleri with added minerals & Bisleri Mountain Water. Bisleri Water is put through multiple stages of purification. has made us synonymous to Mineral water & a household name.organized market. When you think of bottled water. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India. . 1L. we have introduced Bisleri Natural Mountain Water . We are present in 250ml cups. 1. 20L which are the returnable packs.water brought to you from the foothills of the mountains situated in Himachal Pradesh. you think Bisleri. ozonised & finally packed for consumption. 250ml bottles.

200 bottled water factories all over India (of which 600 are in one state -. 2005 According to the Bureau of Indian Standards there are 1.In our endeavour to maintain strict quality controls each unit purchases performs & caps only from approved vendors. How Parle Bisleri began . We have recently procured the latest world class state of the art machineries that puts us at par with International standards. We produce our own bottles in-house.. You can be rest assured that you are drinking safe & pure water when you consume Bisleri. This has not only helped us improve packaging quality but has also reduced raw material wastage & doubled production capacity. Bisleri is free of impurities & 100% safe. June 10. Over 100 brands are vying for the Rs .Tamil Nadu). Enjoy the Sweet taste of Purity.

The first print ad campaign captured the international essence and showed a butler with a bow tie. Felice Bisleri. .1. the earlier brand building efforts focused on Bisleri being healthy with adequate minerals.the company had been unable to market bottled water and wanted to exit the market -. in 1969 -. orange drink and lemonade) but no soft drink company was complete without a soda. since bottled water is colourless. aggressive advertising. tasteless and odourless. As a soft drinks company. Parle Bisleri created a market out of pure water.we too did not see any potential for the product at that time..000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -..and how Ramesh Chauhan. we had Thums Up. So we merely used the name and launched Bisleri soda with two variants -carbonated and non-carbonated mineral water. In such a scenario. it was not an easy product to advertise. But three decades ago. chairman. holding two bottles of Bisleri.better margins to dealers. what could we say about a category that had no market? We didn't know our target group.. The Strategist takes a look at how it all started -with Bisleri -. catchy taglines. Thus. Excerpts from a conversation with Prerna Raturi: Can I be honest? When we bought Bisleri mineral water from the Italian company. Gold Spot and Limca (cola. The Italian name added a dash of class to it. Then.

not only was water scarce. which meant the dealer margins reduced. healthy drinking water. though bottled water was something only foreigners and non-resident Indians consumed. However. It also meant better life for the water. It was similar to what Europe faced before World War II. The quality of water available in the country was bad. too. There was a clear opportunity of building a market for bottled water. And because of limited sales. Meanwhile. whatever was available was of bad quality. the real boost to mineral water came in the earlyto-mid-1980s when we switched to PVC packaging and later to PET bottles. But my interest was in building brands and not in bottling soft drinks.we could now show sparkling clear water to the consumers.The punchline was. Bisleri soda was doing well but we had to discontinue production as we sold our soft drink brands to Coca-Cola in 1993. The campaign was successful and we were being noticed as someone who catered to the need for safe. The quality of water in Europe was extremely poor. Initially. "Bisleri is veri veri extraordinari" (the spelling of the punchline was designed to capture the consumer's attention). the dealer margin had to be . which created the bottled water industry there. That's when I started to concentrate on developing the Bisleri water brand. we still had to increase the distribution. In India. The PET packaging did not just ensure better transparency -.

The introduction of a comfortable-to-carry 500-ml bottle for just Rs 5 in 1995 not only answered that need. but also meant doing away with carrying the excess water or throwing it away if you were to buy a one-litre bottle. we had to make the category more affordable. which was aimed at those who share their water. The idea was a success and gave the company a growth of 400 per cent. the bulk segment constitutes 60 to 70 per cent of our sales and we intend to increase it to 80 per cent in the . things were hotting up -the bottled-water market was estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. The bulk segment also helped bring down the price per litre from Rs 10-12 a litre to about Rs 3 a litre. With other brands joining the fray. But to reach out to the masses. Now we had to push sales. Bisleri had captured 40 per cent of the market. We also introduced the 1. We tapped into this segment by introducing the 12-litre container.the bulk segment. We realised it was time to move to the next level -. At present. This also gave us the advantage of higher margins that a crate (12 bottles) generated. Several commercial establishments had no access to piped water.2 litre bottle in 2000. followed by the 20-litre can.kept high to compensate low sales.

000 in 1995 to 2. Hence. is useless.we need to keep looking for different avenues. The other major challenge was distribution. Currently. With water scarcity in several cities. That's not the case with the retail bottled water packs (below 2 litre). the older guests (above 50 years of age) generally stayed away from ice cream. Take stationery shops and chemists.00. The home pack was made more user-friendly by introducing pouring spouts and jars with dispensers. That is the kind of exclusivity . We noticed that during wedding receptions. Soft drink sales are in glass bottles and the distribution model is built around picking up empty bottles and getting them back to the factory. They don't keep soft drinks but sell Bisleri. we introduced free sampling of Bisleri at the tables where the elderly guests would sit. Soon customers were ordering bottled water on special occasions. But that is not enough -. even households are demanding bottled water now. The number of outlets where Bisleri is available has increased from 50. the consumption of bottled water is far in excess of soft drinks on such occasions. At the same time. I still have the mindset of a soft drink two years. But a product that's not available where it's needed. we were constantly looking for new ways to tap the market. for instance.000 at present. soft drinks and so on.

.4 per cent. Felice Bisleri. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.1 per cent compared to Bisleri's 34. It was bottled in glass bottles then. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did not carry ISI label. 1993: Sells carbonated drink brands like Thums Up. which meant more transparency and life for water. The journey till now 1969: Buys Bisleri bottled water from an Italian company. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles. the licence is restored one-and-a-half months later. Gold Spot and Limca to Coca-Cola for Rs 400 crore.we look for to get ahead of the distribution network that soft drink companies talk of. 1998: Introduces a tamper-proof and tamper-evident seal. 2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show sKinley's marketshare at 35. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.

plastic or PUF bottles. . Ganga of T-Series. Nestlé s Pure Life. The organized sector -. Parle s Bisleri is the market leader with a share of more than 45%.has only Rs5bn of market share. But increasing cases of typhoid and other waterborne diseases began to be reported. Pepsi s Aquafina. Other major players in the market are Yes of Kotharis. The market is still growing at a rate greater than 80% per annum. In addition to this. In the branded segment. liberalization happened and the mineral water industry began to be stirred and shaken. CocaCola s -Kinley Prime. Himalayan.branded mineral water -. or even a lower figure. The market started growing an astounding rate of over 100% per annum. and Florida etc.MINERAL WATER INDUSTRY CURRENT MARKET SCENARIO A few years back. Indians carried drinking water in earthen pitchers. Hello. the mineral water market had been crawling at the rate of 3-4%. The fact that there were very few players in the market meant that their business grew by leaps and bounds. The rest is accounted for by the unorganized sector. which is dominated by small regional players. Parle Agro s Bailley comes a close second with market share of 15%. The market today has grown to Rs11bn.

According to Datamonitor Plc. the flavoured water market was estimated to be around $50 million (Rs196 crore) in 2006 and is expected to grow to $70 million by 2010. India s largest packaged water company Bisleri International Pvt. The company will launch flavoured packaged drinking water in the country by March next year. Pepsi s Aquafina. a UK-based consumer research firm that tracks various sectors in India.. said Ramesh Chauhan. such as nimbu paani. Bisleri aims to strengthen its position in a space in which other leading beverage companies have also evinced interest. PepsiCo India Holdings Pvt. Today the market is proving to be yet another battlefield for an ongoing battle between the Desi s and MNC s. Ltd and Tata Tea Ltd. With the move. We aim to launch it by March next year. Bisleri. Britannia s Evian. The major foreign players are Coca-Cola promoted Kinley. MNCs began to draw up plans to enter the market. Nestlé s Perrier. We are conducting research and development with at least 12 fruit flavours. This figure is over 300 presently. Ltd is to enter value-added water business. Companies such as Coca-Cola India Inc. Last year the industry had around 170 brands. also plan to . for flavoured water. Herbert sons and Danone International.. strawberry and orange.Sensing the opportunity that this segment holds. chairman.

. Last year.enter the flavoured water business. is priced at Rs30. limited products and alternative home-made products are some of the barriers for the growth of this segment. DS Foods. are aimed at trebling Bisleri s sales from around Rs300 crore now. to Rs1. however. is part of its strategy to tap higher-margin opportunities in the packaged water business. The company also plans to tweak its packaging and look to give it an international appeal and compete with biggies such as Nestle and Groupe Danone. said Puneet Bansal. Also. the company is also planning to double its distribution network from 800 distributors this year to around 1. The flavoured water market is still at a nascent stage in India. senior analyst with Datamonitor. said Chauhan.500 in the next six months. So far. said Chauhan. The deal is expected to go through by December this year. To push its sales. Higher price. it had launched a premium water brand Mountain Water. The company plans to launch this brand in Europe soon. The moves. which currently contributes 25-30% to its total sales. Catch. Its brand. the company plans to double its capacity of one million bottles a day through adding more contract packers and upgrading its bottling capacity. Bisleri s focus on premium segment.000 crore by 2009. We are in talks with several distributors in Europe to launch our premium water there. there is only one prominent player. in the segment.

66 million cases across the country against 1. Chauhan also dismissed speculation that he may sell out his water business. now I am in a position to build and sustain Bisleri and will not sell it at any cost. He said Bisleri was doing well and he had no plans to sell it out. due to a lack of choice. MARKETING STRATEGY . it registered sale of 2. Limca and Gold Spot. the company continues to rule the conventional bottled water segment. We might have sold our carbonated brands. he added. including Thums-Up. But.79 million cases sold in the same month last year. It said that for October.Meanwhile.

it will be .MARKETING STRATEGY It is complete and an unbeatable plan designed specifically for attaining the marketing objective of a firm. Realizing the marketing objectives is the purpose of two generic categories . Price based 2. 1. The marketing strategy provides the design for achieving them the linkage between marketing strategies and over all corporate success is indeed direct and vital. it will price its product to suit the varying competitive demands . Differentiation based PRICE BASED MARKETING STRATEGY a business that opts for the price route in its competitive battle will enjoy certain flexibilities in matter of its product and use prices as main competitive level . The marketing objective indicate what the firm want to achieve.

enjoying certain inherent cost advantages . Companies usually choose those functions . Right from technology. THE DIFFERENTIATION BASED STRATEGY marketing strategy based on differentiation works on the principle that any aspect of the offer and any activity of the firm can be made distinctive compared with the competiting offers.. absolute cost advantages . the major forms where such cost advantage can occurs are economies of sale . Benefits of early entry a large market share build over a time . Which give them the greatest relative advantage. one can not successfully opt for a price led strategy . it provides freedom in the matter of pricing but after producing a particular product and getting stuck in the face of the competition . Different firms adopts different strategy stances as their situational design differBroadly strategy stances can be classified under three headsOffensive StrategyOffensive Strategy also known as confrontation strategy . which permits it to resort a price based fight . A firm that is not presently the leader . plant location to post sale and service a company can perceptibly differentiate and many buyer values. is a strategy of aggression.

Niche StrategyA firm practicing the niche strategy neither confronts other nor defends itself. defined and expressed. but it aspires to leadership position in the Industry. 2-Assembling the marketing mix- .Selecting the target marketIt does not fully bring out the import of the inseparable linkage between the two. It cultivates a small market segment for itself with unique products / services supported by a unique marketing mix. FORMULATING THE MARKETING STRATEGYFormulating the marketing strategy consists of two main steps1. Defensive StrategyThe leader who has the compulsion to defend his position against the confrontation of powerful existing competitors or to dislodge the leader from his topmost position usually employs it.usually employs it. When the selection of the target market is over an important part of the marketing strategy of the firm is already determined.

The tamper-proof seal was developed. The opinion leaders would further trickle down the message to the less active members of the society. The firm has to find out how it can generate the best sales and profit. Bisleri has started an advertisement campaign stressing the point of purity and flaunting the patent right the company has over the breakaway seal. The campaign stresses the safety provided by the . around which the communication was woven. it is necessary to keep in mind the opinion leaders. The company has tried to put the message across louder. ADVERTISING CAMPAIGN: While designing the advertisement campaign. It plans different marketing mixes with varying levels of expenditure on each element and tries to figure out the effectiveness of each combination in terms of the possible sales and profit. by using the ad campaign that catches the eye of everyone. Youth are the opinion leaders of the present time.Assembling the marketing mix means assembling the four P s of marketing in the right combination. This is exactly what Bisleri is doing. CONTENT OF THE CAMPAIGN: Bisleri that was looking for a differentiator decided to make the breakaway seal the symbol of purity. specially the youth. And thus it becomes necessary to design the campaign keeping the youth in mind.

Bisleri is the only one that guarantees purity and keeps you Safe. the company. To conclude: We find that new advertisement campaign of Bisleri is eye catching. The objective with the campaign would have been to highlight the tamper-proof seal and create doubt in the consumer s mind of the purity of the other brands. to increase its sales would have to do the sales push as well. Apart from creating consumer pull with campaign. Apart from a high dose of investments on expanding bottling capacities and an ad budget that s risen six-fold over last year.breakaway seal by illustrating the ease with which conventionally sealed bottles can be refilled and recycled. This is very important in case of this product . For that it would have to give the retailers and other stockiest high trade margins and incentives for keeping the product. And also the company should make the message clearer to the customers that it has the patent right over the breakaway seal. it can do that by introducing more pack sizes and establishing the brand strongly with trendy new packaging. In the survey we found that the consumers are aware of the breakaway seal but are not aware that the company has the patent right. This is what the company should do. if Bisleri wants to penetrate every possible segment of the market. That is.

all claiming the purity. . Next clip shows the Bisleri bottles being sealed with plastic caps and ensuring the purity of water. So it becomes very imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand. could be refilled with ordinary. Bisleri started its game plan with the punch line of Pure and Safe and used the same catch-line for advertising. ADVERTISING CAMPAIGN OF BISLERI Every brand needs a good advertising campaign to establish itself in the market. it claimed. Bisleri s seal capped bottles ensured the consumer of purity of water and single-used ness of the bottles. or even germinated water. It claimed 100% purity. The ad did work for Bisleri and it got its much needed product differentiation. The ad showed a milk-man and a child showering their buffaloes and filling the socalled mineral water bottles with the same water and packing them with the simple polythene seal and the consumer not knowing about the purity of the water he is drinking.because consumers would take up what is available to them at ease and whatever retailer is giving. Bisleri found the answer in sealed cap bottles . it became very imperative for Bisleri to differentiate its product so as to stand out in the market. While the bottles of the other brands. But with the advent of many new players.

Bisleri. Pepsi targeted the young generation and introduced Aquafina as a fancy product to carry. The new ad showed a young romantic couple on a marooned island. was no longer a simple beverage. While Coca-cola introducing its brand Kinley as a health care product. she whispers something in his ears. to counter-attack the new Feel-Young fever had to even bolder steps. Pepsi claimed. Pepsi projected Aquafina as something as pure as Your own body .In 2000. some giant brands like Pepsi and coca-cola entered the mineral water industry with a big bang. but was something highly fashionable. when the girl seductively attracts the guy and he follows her in trance. The ad campaign of Aquafina emphasized as 70% of your body is water and thus give your body the purest water. Water.buys something (keeping the .rushes towards the chemist s shop . All these factors made Pepsi the biggest upcoming competitor of Bisleri (whereas Kinley lagged behind the race. Bisleri now had a big threat of maintaining its market cap. The ad showed young vibrant models and created the atmosphere of youthfulness. showing a doctor advising a family to take Kinley for pure water not a very attractive ad campaign). They complimented it by giving their bottles an attractive look. This soon caught the eye of the consumer. The moment he gets hold of her. The next few shots show the guy looking for something in frenzy can not find it . They first changed their base line from Pure and Safe to Play Safe . They tried a brand new ad campaign to catch the fancy of consumer.

V. Why not give it the purest . The T. This kind of advertisement campaign used by the competitors is giving the company a tough time. Thus Bisleri has taken a very bold step. In light of the challenge in front of the company and its current strengths and position. A voice-over informs you that 70 per cent of your body is water.takes out a bottle of Bisleri and quenches her thirst. The . The company has to focus on the marketing management of the product. The girl opens it and .audience in suspense or rather implicitly pointing for ). AQUAFINA ADVERTISEMENTS AND BISLERI A drop-dead gorgeous body flexes its muscles on the screen. ads have been complimented by print ads also.POOF . This starkly arresting black and white image is then splashed with water. we have incorporated the marketing mix to counter the marketing strategies of the competitors by developing its own marketing. Caption: Play Safe . This campaign was to catch the attention of youth and a new Indian society which is supposed to be not-so-prudish . Aquafina Bottled water from Pepsi.

" says Vibha Rishi. taken by the popular national brand Bisleri. which spoke of the water content in our bodies. is utilizing the brand image built by it and is again targeting the Generation X maintaining the company image. after all. "Instead. was actually trying to establish how important water was to our well." says Rohit Ohri. Hindustan Thompson Associates Limited (HTA). with the lead of course. Pepsi. But Pepsi chose to junk this approach and it could well afford to. premium and fun brand. Bisleri. executive director. she says. Till now. fragmented market.competitor. had already done most of the hard work needed to build the bottled water category. The idea. was not to objectify bodies so that one could drool over them. What Pepsi needed was to establish its brand in this crowded. Pepsi. most marketers have focused on educating the consumer on how bottled water is a safer option. we are talking about your body and the need for each one to take care of his or her body. instead of building its own brand values. We wanted the imagery to posit~on Aquafina as a youthful. .being and how we need to continuously replenish it. Our task was made easier because was made easier because Bisleri had concentrated on educating the consumer. vice president and client services director." The ad copy. It s an unusual ad for this category.

the ad talks of the percentage of water in our bodies. but the handling is a little more serious. While the film and the imagery are completely the work of HT A. HTA did toy with a couple of other ideas and situations. in fact." says Ohri. Aquafina. So HTA adopted a minimalist approach and created a film with little clutter and no props. Initially. we decided to . 85 Per cent of xour eye are wa4ep. Even in the US. "But we gave it up because we felt that the story might take the mind away from the purity aspect that was a must to highlight. the film will show an emotional moment where someone starts crying. the strategic thinking comes from the Mother Company in the US. and India is the first country outside of the US where Aquafina is being bottled. For example.While the thinking was clear that the imagery had to be built in and around purity. is the largest-selling bottled water brand in the US with a 12 per cent market share. the idea was to focus more strongly on the fun aspect and create a story line complete with a smart idea and a twist at the end. But seeing the quality of thinking that has gone into this. "There is no internal law that forces us to follow the international positioning. and then you will hear the voice-over. which tried to capture the emotion of "feeling good about yourself'.

But Aquafina is a lot that Pepsi is not. establishes the youthfulness of the brand. "but we can't build a business for Pepsi based on people's lack of access to safe drinking is also being positioned as a hip brand. and like Pepsi . and not as mass based as Pepsi. like all offeFings that come from the Pepsi stable. It addresses the Pepsi-user base." feels Ohri. it is also being targeted at the Pepsi consumer and is addressing their need for safe and reliable drinking water. Aquafina also . of course. And~ while Pepsi targets the 18-25 year olds. Will this not cannibalize Pepsi sales? "Water does eat into the cola market. its personality will emerge. It is a little bit older. largely the youth. But while Aquafina is being given a distinct identity.stay with this positioning. also imbibes the core values of the mother brand. mature and affluent. though the statements here are quite different." explains Rishi. But Aquafina is a brand in its own right and with each piece of communication. Pepsi's role in the communication is that it is the source of credibility for the product and." agrees Rishi. Aquafina. How can any business be built on deprivation?" Both will have to co-exist and carve a market out for themselves.

" says Rishi. obviously. which actually constitutes 30 per cent of the total bottled water market that stands at 70 million liters annually. "We have a building blocks . Like Pepsi. it is priced marginally higher than the competition that gives you one liter for Rs. The swirl shaped PET bottle resembles the Pepsi family and is sturdier and more hip than most others in the category that take their design cues. They have also ruled out the possibility of catering to the bulk market. from the one liter refined oil bottles in the market. it seems. one liter gets too bulky. Priced at Rs. but as Subroto Chattopadhyay. Pepsi's future plans at the moment don't include commg up with size variants.includes the 30-somethings together with the college crowd. Pepsi. "It is ideal for an half-an-hour in the sun. not via pricing. is looking for a big slice of this burgeoning market. 10. and is growing anywhere between 30 and 50 per cent. Pepsi. It is being positioned as a premium product. executive vice president. Aquafina too is looking to command a premium without being unaffordable. marketing. but in imagery and packaging. 10 in Delhi for a 750ml. The decision to break the norm and come up with a 750 ml pack size was more driven by the fact that water is fundamentally consumed on the go and the 750 ml size is easy to carry around. bottle. says.

"Play Safe".approach. bear the Bisleri logo and sport catchy baselines like . an aggressive print-and-TV campaign is being backed by hoarding. Bisleri is tackling the situation by building the brand on the purity plank. first we have to build the brand. and every interface with the consumer is being used as an opportunity to reinforce the message. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times. all the vehicles used for supply have been painted in bright blue. Akin to brand building in soft drinks. and then the volumes. Bisleri with added Minerals: Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. For instance. point-of-sale material. Bisleri Mountain Water: .

2 litre and 5 litres. 1. PACKAGING AND DISTRIBUTION . Lauded as today's 'fountain of youth'. Bisleri Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to nature.5 litre. 1 litre. 500ml. located in Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges.Bisleri Natural Mountain emanates from a natural spring. Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml.

DISTRIBUTION It s obvious that availability holds the key to the market . launched in Dec 1999 in Goa. 2 lit. The 5 liters bottles account for 35 % of sales showing a growing health concern among the Indian society. Large tracts of the country have not been explored by the national brands. Today for any business organization to be successful it has to provide its customer with the differentiated product that is a value buy for them. 20 lit. Today Aqua Minerals offers a variety of packaging options: 1 lit. In order to cater to yhe changing needs of the customer the business has to continuously come out with the variants of the products so that it can target the maximum segments. which explains the proliferation of smaller brands. 5 lit. 1 liter bottles account for 30% of the share . The 2 liters bottle introduced to slowly and steadily replace the conventional 1 liter bottle. Bisleri s strategy is to build a direct distribution system at an all India level that means serious investment In company . now available everywhere.PACKAGING Variety is spices of life.For any product to be successful the distribution system has to be really good. The 5 liters packs.

The company will invest approximately Rs.000 retail outlets in the country with about 12. this would make it the largest fleet owner in the country. It s a battle that Bisleri can win by sheer distribution muscle.00. where it is behind popular brands like sTeam in Tamil Nadu and in Andhra Pradesh. to procure 2000 trucks and hire same no.200 cr. Bisleri has around 80. Further.000 in order to expand brands reach. to 10. the company plans to have its own distribution network in places where it has its own plant DISTRIBUTION NETWORK: The small-scale players built their sales by piggybacking on the generic category built up by Bisleri.owned trucks and carts. It is intended to be increased this no. One of the reasons why Bisleri is running strong in this industry is its strong distribution network built over the years since its inception. of sales people . .000 each in the Delhi and Mumbai. Bisleri plans to increase its distribution network over the southern and eastern region.

first by Bisleri. Bisleri has become a perfect synonym of the mineral water for the Indian consumers. in the target markets. The 4Ps PRODUCT The main product of the company is the mineral water by the name of Bisleri Mineral water.product.MARKETING MIX MARKETING MIX The set of controllable tactical tools. which can be added . price. and that is the reason. The concept of bottled mineral water was introduced in India. it has become a generic name for the mineral water. Other than mineral water the company has also the soda water under its brand name called the Bisleri Soda Water. promotion. that the firm blends to produce the response it wants. The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product. and place (4 Ps).

It is just water after all. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. PRICES FOR FOLLOWING PACKAGING VARIANTS (AN ECONOMIC FACTOR AFFECTING THE BUYER S BEHAVIOR) . Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country. PLACE Place stands for the company activities that make the product available to the target the additional benefits of the product. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. For example other than its core usage the product can provide for Internet facilities using conversion. This is what the Indian customers think of the bottled water.

Price is the sum of values that consumer exchange for the benefits of having or using the product or service. In India. Its product is available at a very reasonable price. making Bisleri both convenient and affordable. The company is following a very aggressive pricing.2 Ltrs Rs. 1. 120/- PROMOTION Modern marketing calls for more than just developing a good product. Bisleri has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of litres. All other elements represent costs. 20/5 Ltrs Rs. where the majority of the population comprise of the middle-income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decisions. pricing it attractively. and making it available to the target customers. Price is the only element in the marketing mix that produces revenue. 10/2 Ltrs Rs. 40/20Ltrs Rs. companies must also communicate with .

personal selling. and public relations tools that the company uses to pursue its advertising and marketing objectives. A Company s total marketing communications programcalled its Promotion Mix consists of specific blend of advertising. and what they communicate should not be left to chance.their customers. sales promotion. .



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

few can be called brands. .Pepsi Aquafina Coca Cola Kinley With Parle s Bailey being the main competitor and second in market share in the organized market. AQUAFINA The advantage for Aquafina is that though there are over 300 labels of bottled water in the Indian market. even Bisleri has become generic to this category. It is necessary to remember that every product with a name is not a brand. Bisleri faces tremendous competition from the unorganized sector.

It does not have any emotional values attached to it. First. lots of water. of course. at Rs. And it came up with a campaign that did have people talking. the pricing. COCA COLA.KINLEY Coca-Cola joined the race by announcing the imminent launch of its own brand of water and. Thus a person who is refilling it would have to find a matching cap and bottle. And it is safe. followed by a film that showed healthy bodies and youthful people and. in the process. In addition to the tamper proof seal.10. where it will be very difficult for any new player to find a slot. which is completely different from the soft drinks market. So the creative team at HTA virtually had an empty canvas to work on. the probability of which is very low. So there was no difficulty for Pepsi in creating space in such a market. is competitive. putting . there is a reliable method of checking whether the bottle has been refilled. Although Aquafina is only available in a 750 ml pet bottle. The date of manufacturing has been written on the cap as well as on the bottle. a series of teasers.

Parle Agro s. Kinley is targeting institutions. Like Bisleri it also gives the 1 lt. . is it s generic name. For Rs. which it can capitalize.10. which the company would have to take care of to face the competition. which Bisleri has not adopted as yet. And also the company would have to enter that market with a strong distribution base. The only strength point of the rest rumors of its so-called takeover of Bisleri.Bailley Bailley the brand that is owned by Ramesh Chauhan s brother Prakash Chauhan is very popular in the southern part of India. Bisleri would have a tough competition from Bailley since the company plans to spread its presence in that part of the country. This is another point. Southern part of India accounts for 20% of the sale of the whole water market industry. We know the fact that Bailley has grown at a rapid pace using the route of franchising. Another thing that makes the competition difficult for the company is the price at which it s competitor is offering the product.

'Bisleri' was the only mineral water. South 20% and the East 15%. MANUFACTURING A quick look at Bisleri's manufacturing reach indicates that it is represented across the country North accounts for 35% of sales for the industry. In order to be available in untapped areas Bisleri has setup 16 plants located all over the country . Chairman of Parle Aqua Minerals has become a generic brand.three-fourths of which are company owned.PRODUCT PROFILE It s a compliment being generic to the category. but its not very good when consumers think any mineral water brand is Bisleri .Bisleri.60 lacs. . Annual sales of Bisleri have touched Rs400 crores. which had national presence. a product established in India by Ramesh Chauhan. consumers accept any brand offered by the retailer when they ask for Bisleri. So far Ramesh Chauhan s Bisleri enjoys the largest market share of 56% in the Rs1100 crores mineral water markets and is growing at the rate of 180% per annum. The balance is run by franchisees. In seventies. West accounts for 30%. The brand has become synonymous with mineral water. and the sale was to the tune of approximately one hundred thousand cases valued at about Rs. Bisleri was the first marketed bottled water in a totally virgin market.

Bisleri has 5 plants in the North, 5 in the West- two of which were setup in the last year at Ahmedabad and Surat, 4 in the South and 2 in the East. The company has bottling units located in Chennai, Bangalore, Goa, Calcutta, Mumbai, Delhi, Jaipur, Uttar Pradesh, Punjab, Indore and Nepal. The new plants are being set up in states like Kerala, Orissa, Bihar and North Eastern States, which hitherto have been unexplored by the company. It is also changing its production strategy and shifting to a 10hr production schedule with sudden increase in demand planned to be met by additional production. Bisleri has planned to expand its operations by investing Rs.60 crores in the upgradation of facilities. The 120-bottles per minute (BPM) capacity of the 16 units across the country will be increased to 240 BPM. Conscious of the environmental implications of its PET bottles, the company is to set up recycling plants at Delhi and Chennai, each with an outlay of Rs.50m. These will process 500 kg of PET per hour. The processed material will be an input for polyester yarn manufacturers. In centers other than Delhi and Chennai, the company will set up crushing units to crush the used PET bottles. The company's expansion plans will see its water bottling capacity go up from the present 400 million liters to 500 million liters. Parle Bisleri Limited (PBL) is planning to invest Rs 200 crores to increase its bottling capacity and double its

turnover. The expansion will also increase the number of company's bottling plants from 16 at present, to 25. The company will set up all the new plants as green field plants. It doesn t have any intentions to acquire any existing plants.


The Safety of Bottled Drinking-water

Because of the large number of possible hazards in drinkingwater, the development of standards for drinking-water requires significant resources and expertise, which many countries are unable to afford. Fortunately, guidance is available at the international level.

The World Health Organization (WHO) publishes Guidelines for Drinking-water Quality which many countries use as the basis to establish their own national standards. International Standards for Bottled Drinking water The intergovernmental body for the development of internationally recognized standards for food is the Codex Alimentarius Commission (CAC). WHO, one of the cosponsors of the CAC, has advocated the use of the Guidelines for Drinking-water Quality as the basis for derivation of standards for all bottled waters. CSE Report on pesticide residues in bottled water

The Centre for Science and Environment, a nongovernmental organization based in New Delhi, has set up the Pollution Monitoring Laboratory to monitor environmental pollution. Its main aim is to undertake scientific studies to generate public awareness about food, water and air contamination.

The bottled water market share of major brands is Bisleri (51%), Bailley (17%), Yes (11%) followed by Kinley (10%), Aquafina (4%).

Drinking water filled in hermetically sealed containers of various compositions, form, and capacities that is suitable for direct consumption without further treatment


Bottled drinking water samples of some top brands Bisleri (Parle Bisleri Pvt. Ltd.), Bailley (Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca Cola Beverage Pvt. Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were being sold and manufactured in Mumbai and nearby areas like Pune and Daman, were purchased randomly. All the samples were purchased from retail outlets in the market and from railway station and were checked for proper seal, date of manufacture and batch number.

Even the top brands, which claim to use treatment methods like purification filtration, activated carbon filtration, demineralization and reverse osmosis were found to contain

On the basis of the results different brands can be rated in terms of total organ chlorine and organ phosphorus pesticides from least to most contaminated as- Aquafina Macblue Bailley Kinley Seagull Sheetal Bisleri Brilliant Bally Apurva .residues of pesticides. It might be due to the reason that the manufacturers may be by-passing the raw water after partial treatment and remixing it with the fully treated stream so as to cut down the cost of treatment.

To assess the brand awareness of the Bisleri in the Mineral Water Segment.OBJECTIVE OBJECTIVE TO Study the marketing Strategies of Bisleri in current Scenario. . To Study the brand positioning of Bisleri.

.To find out the preference level of respondents regarding Bisleri Brand of Bottle.

RESEARCH METHODOLOGY Definition of Research: The word research is derived from the Latin word meaning to know. It disseminates the findings to contribute to generalize able knowledge. The five characteristics of research are: . It is a systematic and a replicable process which identifies and defines problems. It employs well designed method to collect the data and analyses the results. within specified boundaries.

systematic problem solving which identifies variables and tests relationships between them logical. so decisions are based on data collected reductive. so it investigates a small sample which can be generalized to a larger population replicable. so others may test the findings by repeating it . so procedures can be duplicated or understood by others empirical.

Qualitative refers to the characters of the data or process by which the data are gathered.Research Methodology:- The research conducted by Exploratory Research this type of research is Qualitative and Quantitative. how the research problem has been defined. in what way and why the hypothesis has been formulated. The research process consists of a series of closely related activities. what data has been collected and what particular method has been adopted and a host of similar other question are usually answered when we talk of research methodology concerning a research problem or study. Sampling:- . Why a research study has been undertaken. Why a research study has been undertaken.

A decision has to be taken concerning a sample unit before selecting the number of samples. The survey was conducted of 50 outlets in Aligarh. Size of Sample:This refers the number of items (Outlets) to be selected from the finite universe to constitute a sample size. A questionnaire was prepared and interviewing with Retailers and Consumers. popularly known as the research design .The data was to be collected only from the Consumers and Retailers. . RESEARCH DESIGN MEANING OF RESEARCH DESIGN The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project. It may be geographical as well as individual.

where. In fact. A research design is the arrangement of conditions for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. it constitutes the blueprint for the collection. the design decisions happen to be in respect of : What is the study about ? Why is the study being made ? Where will the study be carried out ? What type of data is required ? Where can the required data be found ? What periods of time will the study include ? What will be the sample design ? What techniques of data collection will be used ? How will the data analysed ? . More explicitly.Decisions regarding what. the research design is the conceptual structure within which research is conducted. how much by what means concerning an inquiry or a research study constitute a research design. As such the design includes on outline of what the researcher will do from writing the hypothesis and its operational implications to the final analysis of data. measurement and analysis of data. when.

In what style will the report be prepared ? TOOLS AND INSTRUMENTS USED FOR THE STUDY It is necessary for a researcher to define conceptual structure which research would be conducted. The function of research design is to provide for the collection of relevant .

news paper and net etc. Data compilation involves classification and summarization in order to make data amenable to analysis. PROCEDURE OF DATA COLLECTION Data compilation is an intermediate stage between data collection and analysis. time and money. .evidence with minimal expenditure of efforts. b) Secondary data like magzines. The means of obtaining the information is through : a) Primary data like questionnaire and mock interview.

Two sources to collect data are namely: 1. This data gave the most vital information for making my analysis of the prevailing purchasing behavior of the consumers. Primary Source 2. time and other resources. QUESTIONNAIRE TECHNIQUE . once the sample has been selected the data must be collected from the sample population.In dealing with any problem. Secondary Source PRIMARY SOURCE OF COLLECTING DATA The Primary Data that I collected were the first hand information which I received through personal interviews with the consumers and through questionnaires. There are several ways of collecting appropriate data which differ considerably in context of money cost. They can be broadly classified in to two categories.

This method is quit popular. it is assumed as a best means for collecting data where respondents are not so literate to answer to question tailored in the questionnaire. SECONDARY SOURCE OF DATA COLLECTION Secondary Data involved in my research were the information that I collected through the various broachers and pamphlets of the company which were provided to me during the analysis. particularly in case of big inquiries.The method of collecting data mailing and personally distributing questionnaire to the respondents is the most extensively employed technique in various economical surveys. Mock interviews Mock interviews are basically just to save the time of both the respondents and the researcher and along with this. The questionnaire is given to the respondents who are expected to read and understand the questions and write the response in the given space meant for the purpose in the questionnaire. . A typical questionnaire consists of a number of questions arranged and printed in definite order on a form or a set of forms.

The survey was conducted of 50.RESEARCH DESIGN : The research design which has been used in the project report is descriptive in nature. Here Aligarh region has been taken as a geographical unit and retailers as an individual unit. SAMPLING UNIT : A decision has to be taken concerning a sample unit before selecting the number of samples.outlets. . SAMPLE DESIGN: The sample design which has been use in this project report is simple random sampling. It may be geographical as well as individual. SIZE OF SAMPLE: This refers the number of items (Outlets) to be selected from the finite universe to constitute a sample size.


DISCUSSION FINDINGS The following findings are obtained and are based on primary data:1. Which brand of bottle water do you sale more? .

The brand customer prefer more: 3. Why do you prefer to sell this particular Brand? .2.

Do you get any customer complaints for Bisleri? . On what basis customer prefer to purchase? 4.3.

On what basis you motivate a customer to purchase a particular Brand? .5. Are your suggestions considered by Bisleri? 6.

When a customer talk of mineral water which brand comes into his mind? .1.

SWOT ANALYSIS STRENGTHS Old and famous brand name Better packaging Effective distribution network Famous as pure & safe among consumer Good product mix Frequent quality checking .

Better management Give regular follow up to distributor Indian image Better sales force Sponsoring various cultural program Good intcentives to dealer WEAKNESS .

Bisleri was selling at a premium of Rs. We . OPPORTUNITIES So far. If the logistics. But beginning last year.12 for the same size.15 each. Aqua Minerals attributes the Price slashing to retailer margins being on the higher side earlier. Delhi. bisleri has not used the franchising route very aggressively unlike Parle Agro s Bailley which has grown very fast using this route.2 a liter. Aqua Minerals is testing out the possibility of mass marketing 20-litre Bisleri bottles for an MRP of Rs. The two-liter liter packs which accounted for 50% of the company s turnover has come down to 30 %. Bangalore. it could change the face of the purified water market for keeps. manufacturing and distribution do fall in place. The competitive Rs. which account for 15 per cent and 36 per cent of turnover respectively.15 price tag has been working well for the brand. it has been selling its one. The growth has come from the 500 ml and the five-liter category. In what could be a masterstroke. Chennai. Earlier. have come down from 20 % to 5 %. which have practically disappeared from the shelves. That works out to Rs.liter bottles at Rs. He has around six franchisees in Mumbai. Goa and Rajasthan.

Now for further expansion we can afford to use the franchisee route. hot water washes and ozone washes before we refill the bottles. consumers will be able to call the fat dealer and place orders for home delivery of the five-liter pack. The reason being that filters and water purifiers also need to be cleaned periodically and still do not guarantee absolutely clean water. THREATS Bisleri will be taking the packs back and refilling them. In future. The company has so far appointed 180 such dealers. So how can he ensure purity? Strategy to counter threats and others? We subject the bottles to chlorine washes. In order to service this segment. But the packs cannot be sterilized since the material used is PET and cannot withstand high temperature. The company is betting on the home segment. the five liter packs are being pushed through the route of fat dealers (wholesale dealers) who are retailers as well as stockiest and serve as supply points from where customers can pick up the required quota. This is a high .shunned this route so far because in most areas where we had no presence. it was imperative that we did it ourselves.

low-margin retailer who does not keep a store but serves a similar purpose with other items such as rice or wheat.5L. . 500ml.turnover. 1. 1L. CONCLUSION Bisleri have developed 8 unique pack sizes to suit the need of every individual. 20L which are the returnable packs. 250ml bottles. 2L which are the non-returnable packs & 5L. It is also present in 250ml cups.

. The company should also target the market for soft drinks. The thirst and the status value of the mineral water are well accepted.The soft target Selling bottled water requires constantly expanding the market. backed by a good distribution network mineral water industry can grow at a rapid rate. If we try and look at the reasons that why consumers buy soft drinks as thirst quenchers: we would find the answer as that either water is not available or if it is available then safety is not assured. All the soft drinks addresses three issues: fun. It should be understood that if the mineral water is easily available everywhere then it can be said with confidence that it would be able to replace the soft drinks as thirst quencher. Therefore. it becomes important for the company to have a good distribution network. thirst and refreshment followed by status to some degree. There is very little the mineral water brands can do to add the fun element around the product. Again here.


Place like departmental stores. To aware people the cost benefit analysis to the customer of how the mineral water would cost less and benefit more. as they are the potential customers. Display of hot and cold dispensers and bottles at places like hotels. 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. .Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product. because people using purifier system cost too much. clubs and airports where upper class group visits. petrol pumps and super bazaars can also be considered.

so the conclusion cannot be generalized.LIMITATIONS A small segment of the market has been covered for the research purpose. since some of the respondents failed to give correct information. . Study accuracy totally based upon the respondents response. The data collected cannot be free from errors.

BIBLIOGRAPHY .Stipulated short span of time for doing research. . Business World August 2008 Websites www.BIBLIOGRAPHY Marketing Management:Philip Kotler Annual Report:Bisleri 2007 Business Magazines India Today Annual Addition 2008 Business

Kinley. Aquafina. Others. Bisleri. b.ANNEXURE QUESTIONNAIRE 1. c. Which brand of water bottle you sale? a. The brand customer prefer more: . d. Kingfisher. 2. e.

Bisleri. Demand. Profit Margin. Cust. Availability. e. 3. Quality.a. b. b. d. Others. Why do you prefer to sell this particular brand? a. b. c. Aquafina. c. . Quality. Kinley. Price. c. 4. Kingfisher. Brand. d. On what basis customer prefer to purchase mineral water? a.

b. Are your suggestions considered by the company? a. No. On what basis you motivate a customer to purchase a particular brand? a. Do you get any customer complaints for Bisleri? a. Price. c. yes b. Availabilty. 5.d. 7. no. . Quality. 6. Availabitliy. Yes b. Brand d.

Others. e. b. Bisleri. . Kinley. Kingfisher. When a customer talk of mineral water. which brand comes into his mind? a. c.8. Aquafina. d.

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