Sustainable Humanosphere

ISSN: 1880 - 6503, | March 2020

Volume: 16 Issue: 1

A Study on “Bisleri And its Competitor‟s Marketing

Strategies” with Special Reference to Noida Region
Dr Anjali Singh
Assistant Professor, Department of Business Studies (FCBS)
E-mail: anjali.fcbs@mriu.edu.in
Manav Rachna International Institute of Research and Studies,
FARIDABAD (INDIA)

Abstract - Marketing is an integral and conceptual function in any organization. “It is based on the belief that an
investment in marketing beings is necessary and will invariably bring in substantial benefits to the organization
in the long run.” It aims at overall development of marketing activities in order to contribute to well being of the
employees, organization and the society at large.
The concept of marketing and its implementation in an industrial and corporate sector with the objective to
generate profit and customer satisfaction with the basic needs that helped them to achieve success with “high-
growth, moderately competitive markets”. However, “to be successful in markets in which economic growth
has leveled and in which there exist many competitors who follow the marketing concept, a well-developed
marketing strategy is required. Such a strategy considers a portfolio of products and takes into account the
anticipated moves of competitors in the market.”
Marketing is concerned with developing “the skills, knowledge and competencies of people and it is people-
oriented concept”.
Marketing is formally discussed by “Leonard Nadler in 1969 in a conference organized by the American
Society for MARKETING and SALES”. He defines MARKETING as, “Marketing is the process through
which we can find the user requirement.”
“Marketing is the creation and delivery of standard of living. Marketing is the performance of business
activities that direct the flow of goods and services from producer to customer.” “by American Marketing
Association.
In the new era of marketing world it is quite difficult to get sustained and retain in the market for long run, thus
practicing upon marketing strategy is quite important activity. For easy survival of product and services the
strategy should be of multi-directional and multi-dimensional.
Keywords: positive concept, multi-directional, people-oriented, portfolio and multi-dimensional.
_________________________________________*****____________________________________________
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I.INTRODUCTION
Marketing is very integral part of any organization. Among all core areas of business organization like finance,
human resource, research and development, accounting and purchase, marketing is on the top level for any
successful organization. The optimum use of all the resources can only will get successful when the
organization is opting good marketing strategy and culture. Seven p‟s of marketing: price place promotion,
place, process and people are very important to succeed and accomplish the advantageous result.
II.FEATURES OF MARKETING
 Marketing is a system.
 Marketing is a planned process.
 Marketing is an inter-disciplinary concept.
 Marketing improves quality of product
 It contains two or more people.
 Face to face interaction is presented
 Through marketing new product is developed
 Helps in knowing about customer preface
 Helps to know about the changes in customer taste
 Marketing helps in segment of market
 Helps in known about the customer feedback about the product
III.BENEFITS OF MARKETING
 Marketing improves the capabilities of people. They become innovative and enterprising-ever eager to take
risk and get ahead. It improves the all roundriors help growth of an employee. Feedback and guidance
from customer help employees grow continually and show superior performance.
 Marketing leads to greater organizational effectiveness. Appropriate marketing strategies help the
organization achieve its goal more efficiently.
 Performance related rewards help employees realize the importance of utilizing their skills fully in the
service of organizational goals. The organization‟s overall health and self-renewing capabilities, too,
improve quite significantly.
 Helpful in exchanging information
 Helpful in income creation
 Helpful in rising standard of living of society
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 Helpful in improvement of knowledge about product

 Solving the problem of society
 Helpful in advertising of product
IV.TYPES OF MARKETING
There are many ways for marketing
T V MEDIA POSTERS AND MAGAZINES SHINE BOARD PAMPHLETS
HOARDING
NEWS PAPER INTERACTIVE DOOR TO FREE COUPONS
MARKETING DOOR SAMPLES

V. WEAKNESS OF MARKETING
1. Poor distribution network: - Bisleri has very poor distribution network in Noida, which has been
hampering the growth of bisleri in Noida. The situation is very grim and needs constant attention. \
2. Offers lesser profit margins than its competitors to the retailers: - Bisleri offers lesser profit margins
lesser profit margins than its competitors like aquafina, Kinley, kingfisher and local brands. Local
brands also have an edge over others as they offer almost 50% profit margins in some cases.
3. Offers lesser accessories: - Also a major reason for retailers pushing coca-cola‟s brand Kinley and
Pepsi‟s brand aquafina is that these brands provide many accessories like refrigerators, empty crates and
free maintenance of these accessories. On this front bisleri has to take a step forward and start providing
retailers with similar accessories either on the same or slighter higher price but with prettier offers to
hook the retailers.
4. Poor visibility: - Bisleri has a very poor visibility in Noida and visibility can be improved by increasing
more of trolleys plying on the road, by pushing more to the retailers with attractive offers and profit
margins.
VI. APPROACHES OF MARKETING

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Goods and Services Approach

Creation of utility Approach

Art and Science Approach

Scope:
1. Area of applicability
2. Managerial function
3. Functional function
VII. FUNCTIONS OF MARKETING
1. Planning Function
2. Organizing Function
3. Staffing Function
4. Directing Function
5. Controlling Function
6. Market Research
7. Product Planning
8. Branding
9. Packing
10. Advertising

First brand in Indian mineral water industry: - Bisleri who first brought the idea of selling bottled water in India.
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.
Big brand name: - Bisleri is a big brand of rupees 250 crore. Not only are some 250-odd `mineral' water brands
jostling to quench parched throats, it's no secret that Bisleri has been wooed by several multinationals time and

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has stood against the different odds with victory.
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ISSN: 1880 - 6503, | March 2020
Volume: 16 Issue: 1

Bisleri also is bit laid back on the front of tie-ups: - Most of the bigger players in the mineral water industry
have tie-ups with restaurants and shopping malls. Bisleri has got very few tie-ups in its share in comparison to
its competitors. What needs to be done in the present scenario is that exploring newer areas and hooking up
petrol-pumps, banks and apparel-chains.
Products

 Bisleri Mountain Water

 Bisleri Mineral Water

 Bisleri Natural Mountain Water:

Emanates from a natural spring located at the foothills of the mountains in Himachal. Lauded as today‟s
fountain of youth, it resonates with the energy and vibrancy capable of taking you back to nature. It is
rich with natural form of minerals that are healthy for your body. Bisleri Mountain is bottled in two
plants in Uttaranchal & Himachal Pradesh.
Try it you can get the sweet taste of purity.

Available in sizes: 250ml, 500ml, 1L, 1.5L, 2L ,5L & 20L

Composition:

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

 160-TDS
 7.2-ph factor
 13.6-Calcium
 22-Chlorides
 58-Bicarbonate

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 7.8-Magnesium
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 2-Nitrate
 19.3-Sulphates
 66.1-Hardness

Purification process:

The Water treatment Process

CHLORINATION: Kills microorganisms. Remove organic matter.
ARKALFILTER: Removes suspended matter and turbidity.
CARBON FILTER: Removes residual chlorine & odors
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.

The Filling, Capping & Labeling Process:

The most important feature of Bisleri‟s line is that the bottles are untouched by hand right through the rinsing,
filling, capping & labeling operations. The RFC is a mono block unit & it is a neck run machine, which means
that the neck while being rinsed, filled & capped holds the bottle. Bottles are fed by an air conveyor from the
blowing unit directly into the in feed of the RFC where they are firmly gripped and gently inverted & then
internally sprayed with ozonated water at 2 bar pressure.

After draining, the bottles are re-inverted and transferred to the filler. They are gradually lifted to the filling
vales, which open when a bottle is present and filling is by gravity. The bottle is then transferred to the capper
where 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 of stainless steel and the rubber parts are
of EPDM. All components are water lubricated above the tabletop.

The bottles are labeled on a hot melt reel feed BOPP labeling machine. Individual bottles are spaced out and fed
to the labeling station where precisely cut labels with a strip of hot melt glue at the leading & trailing edge roll
around the bottle. The label is fed into the machine in a roll form.From here on the bottles go through an online
check by qualified personnel who inspect each bottle for any leaks or breakages. They are then packed into
sturdy cartons, which are dispatched to the market by our fleet of trucks.
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Mineral water market in India

Before too long, in the pre-liberalization era, the bottled water market in India was a miniscule market catering
to only the upper strata of society, travelers and conference meetings in five star hotels. Even today in
comparison to the global scenario, the Indian market is a very small one. For example, the per capita
consumption of mineral water in India is a mere 0.5-liter compared to 111 liter in Europe and 45-liter in USA.

But over the last ten years, it has witnessed tremendous growth. The change is very much evident. Once a
product found mainly at railways stations, mineral water today occupies a place on the shelf in most
superstores, grocers and even paanwalas. From a mere 60 towns in the year 2007, it is predicted that mineral
water is today available in more than 1000 towns and cities across India. With a compounded annual growth
rate of close to 30% over the last decade, the mineral water market has witnessed a large growth in terms of
volumes. The market is highly competitive with the entry of MNC‟s like PepsiCo and Coke. There are a lot of
brands available in the market, each with its own proclaimed differentiation.

VIII. REVIEW OF LITERATURE

Bisleri an its Competitor’s strategies - an Overview: The project addresses the perception of retailers and
distributors towards existing players in the mineral water industry, and assesses the image of Bisleri water in the
eyes of the retailers.

Our entire team of four at Bisleri was given the Noida region. We divided it amongst ourselves for smooth
functioning and better results. The area that I covered included sectors like: Sector-18, 21,22,23,34,53 and 61. I
covered all the major markets and shopping complexes for the purpose of research.

Bisleri values its customers & therefore has developed 8 unique pack sizes to suit the need of every individual.
They 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.
In an endeavor to maintain strict quality controls each unit purchases performs & caps only from approved
vendors. Bisleri produces own bottles in-house. It has recently procured the latest world-class state of the art
machineries that puts it at par with International standards. This has not only helped them (Bisleri) improve
packaging quality but has also reduced raw material wastage & doubled production capacity.

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 1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles
then.Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant
more transparency and life for water.

 1993: Sells carbonated drink brands like Thumps 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 percent.

 2008: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a liter.

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

 2008: 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.

 2008: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinsley‟s market
share at 35.1 percent compared to Bisleri's 34.4 percent.

 2008: Bisleri ventures out into Europe and America to sell bottled water.

IX. MARKET POSITION OF BISLERI AND ITS COMPETITORS

Target brand: Bisleri
Its competitors:

NESTLE

MC DOWELL CATCH

KINGFISHER LOCAL BRAND COAC COLA

Strategies adopted by Bisleri:

Playing the aggression card to the hilt, Parle Bisleri Ltd has identified three staples - strengthening distribution,
innovating on packaging and pricing competitively.

 I am adopting a very aggressive stance on distribution. The growth rate of brand Bisleri is about the
same as that of the industry, ranging anywhere between 40 and 45 percent,'' points out Ashish Sethi,
Director, Parle Bisleri Ltd. On a national level, Sethi estimates that there are some 2,500 trucks on call
for Bisleri, while the number of trucks averages 80 in the Delhi market alone. The company, meanwhile,

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continues with its dual distribution strategy - penetrating smaller, interior markets in rural India, and
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ISSN: 1880 - 6503, | March 2020
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pushing the brand in newer territories and roadside stalls in the metros. Within the institutional segment,
hotels, railway stations and Government offices are being tapped with increased aggression now.

 Among all pack sizes the brand straddles, it is the one-liter non-returnable bottles priced at Rs 10 each,
and the 20-litre jars for Rs 40 aimed at the home segment that are Bisleri's bestsellers at present. While
the 20-litre jar comprises about 40 percent of overall Bisleri sales, the one-liter bottles account for
approximately 25 percent brand sales. So are new pack sizes in the offing? Without getting into the
details, Sethi divulges, "I am always open to introducing new pack sizes. That could even happen this
summer."

 Recent packaging firsts for Bisleri have been the breakaway seal, hexagonal 20-litre jars, pouring spouts
and jars with dispensers which do away with the need to lift the jars while pouring out water. The brand
has some 18 manufacturing locations spread across the country.

 Parle Bisleri, for the record, has opted to take the retail route to push its mountain water variant rather
than the conventional institutional route, since the latter are bad-paymasters.

Strategies adopted by its competitors:

Coca-Cola:

Coca-Cola India since 2007 has doubled the bottling capacity for its water brand Kinley. The soft drinks major
identified 10-15 sites for additional plants for water brand Kinley, which will be a combination of company-
owned plants, franchisee operations and contract packers. Cola majors are keen to push non-carbonated and
health drinks at a time when health-conscious consumers are moving away from carbonated drinks in India and
global markets.

Aquafina:

Pepsi Foods plays its brand safe by employing different positioning. And, as expected, consolidation is the
order of the day, with smaller players either dropping out or selling their businesses to bigger players.

Kingfisher:

Kingfisher Company is best placed in the business to leverage brand equity because their key brand `Kingfisher'
is not only a beer but successful water. It is the third highest selling mineral water brand today and is available
through more than 17 franchisees across the country. There will be more franchisees for the mineral water

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business and will be promoting the brand more seriously.
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Catch:

The company's main strength is that it enjoys a 75 percent market share in the natural mineral water segment.
Besides, the company produces natural mineral water from its source in the foothills of the Himalayas.
Probably, there aren't many such natural sources available.
DS Group's Catch mineral water is also sourced from one such natural source in the Himalayas. This brand is
also rumored to be up for sale, and can expect to fetch a good price.

Pure life:

Nestle India entered this market with the launch of its brand `Pure Life' in New Delhi in the year 2006. It plans
to grab a 50 percent market share in the next two years and emerge as a strong player. The company has not
ruled out acquiring existing brands. The product will be available in other cities as well soon.

X. RESEARCH METHOLOGY

Data collection:- The survey was conducted on the basis of Judgment and Quota sampling, and the target
population was all the retailers and the distributors in the Noida region. There are two types of data:

1. Primary Data: The data collected afresh & for the first time & thus happen to original in character. There
are several methods of collecting primary data. Some of them are as follows:

 Observation method
 Interview method
 Questionnaire

2. Secondary Data: The data which have already been collected by someone else & passed through the
statistical process.

 Books, magazines & newspaper.

 Internet.
 Trade journals.

XI. OBJECTIVES OF THE STUDY

 To study the market of Bisleri water.

 To do comparative analysis.
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 To suggest plausible solutions to improve Bisleri‟s business.

 To guide the future researchers
XII. RESEARCH DESIGN
The research is descriptive & a bit of exploratory in nature because the questionnaire carries close ended
questions.

 The interviewers were also supposed to anticipate the things, which they had analyzed on the basis of
observations. The exploratory design is chosen for the research. The main focus on the research is to know
about the Climate of organizations. The some knowledge is required for this knowledge. So, exploratory
design.
 Research Approach:-

Mainly there are three approaches for conducting research work

 Observation Method.
 Survey Method.
 Experimental Method.

Among these three methods the above two methods the observation & survey method are used for
conducting the research work.

Universe & Survey Population:-

The universe is the top, middle and lower level employees of different organizations is one of the best designs
which are suiting our research.

Sample Size: 50 were surveyed to represent the population from each organization.

Level No of employees

Top 10

Middle 10

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Lower 30

Sampling design: The Sample design process includes five steps as follows: -

Defining Determination Selection Determination Execution

Categories of shops covered:- Restaurant, street vendor, grocery shop, fast food chains etc.

Sampling process:-

Execution of sampling process requires a detailed specification of how the sampling designs decision with
respect to the population, sampling frame, sampling unit, sampling technique and sample size are to be
determined.

Total Sampling Size = 100 Respondents

Total No. Of Interviewers = 2

X I I I . T O O L S & T E C H N I Q U E S O F AN A L Y S I S : -

Following tools and techniques for analyzing data collected from various methods of data collection such as
questionnaire method, observation method etc. is as follows:

 Graphical representation of the data.

 Tabular representation of collected data etc.

Bisleri also is bit laid back on the front of tie-ups: -

Most of the bigger players in the mineral water industry have tie-ups with restaurants and shopping malls.
Bisleri has got very few tie-ups in its share in comparison to its competitors. What needs to be done in the
present scenario is that exploring newer areas and hooking up petrol-pumps, banks and apparel-chains

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XIV. DATA ANALYSIS AND INTERPRETATION

Diagram 1
Sector wise breakup of shops covered

15% sector-18
25%
sector-21
5%
sector-22
sector-23
sector-25A
8%
20% sector-34
sector-53
14% sector-61
8% 5%

Interpretation:
The above pie chart gives the Breakup of the shops covered in the various sectors that I was allotted. As
mentioned earlier too, we were a team of 4; I was given Noida to cover for the purpose of research. For the
Smooth functioning and communication and above all better results, for a detailed study of the market I divided
Noida into regions, one region given to each member of the team.
The sectors that I got and the shops cover 3d in those are:
Sector-18, 25% of the shops was covered in this sector.
Sector-21, 8% of the shops was covered in this sector.
Sector-22, 14% of the shops was covered in this sector.
Sector-23, 5% of the shops was covered in this sector.
Sector-25A, 8% of the shops was covered in this sector.
Sector-34, 20% of the shops was covered in this sector.
Sector-53, 5% of the shops was covered in this sector.
Sector-61, 15% of the shops was covered in this sector

Diagram 2
Breakup of Shop type

25%
35%
A
B
C

40%

Interpretation:

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As can be seen in the pie chart, i have covered all types of shops in almost the same ratio as is there in reality
for the correct representation of the target population. So, that my analysis is as close to the reality as possible.
Here A, B, C are the ratings given, where A stands for the bigger shops/restaurant/malls etc. B is for the
mediocre shops, like the general stores in the local residential areas.
C is for the lower, small shops like the street vendors (Trolley cart), pan wale etc.
In our survey i tried to give the same weight age to all types of shops as is in the true scenario and this is my
actual break up:
Shop type A: 25%
Shop type B: 40%
Diagram 3
sales/volume

8% 9%

others
1 ltr
20 ltr

83%

Interpretation:
Various brands package the mineral water in different sizes, to capture every possible requirement of the
customer. Through our survey i found out that its basically the 1 liter pack that largely sells. It‟s because it‟s
handy, economical and 1 liter water is sufficient amount to quench the thirst and to use it later. The breakup of
the most demanded bottle size is:1 liter: 83%,20 liters: 8%,Others: 9% in others comes the sizes like 2 liter, 5oo
ml, 250 ml etc. Not all the brands provide water in these sizes but still many do. From this I can conclude that
producing other not so demanding bottle sizes can be avoided. It depends on the type of customer one is
targeting.

Diagram 4
Bisleri bottles that sells the most

2%

1 litre
20 lit

98%

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Interpretation:
Again here the story is not any different. In case of Bisleri as is the case in general it‟s the 1 liter pack that sells
the most. It‟s a whopping 98%. The areas that I covered showed that only the 1 liter and 20 liter sizes sell with 1
liter being the popular choice. Bisleri water comes in various sizes from 250 ml to 500 ml to 2 liter to 5 liter etc.
Now this huge variety I think is not needed when you know that the majorly selling sizes are the 1 liter. Yes I
also know that 500 ml and 2 liters also sell, so sizes like 250 ml and 5 liter should be produced in limited lots as
the demand is not much.

Diagram 5

Distrubution Channel Used

83
90
80
70
60
50
40
30
15
20
10 2
0
Distributor Self-route R.O

Interpretation:
The above bar graph shows the breakup of the channel used by retailers to get the stock. It clearly shows that
the most popular way is through distributor, which is 83% as my sample size was 100.Also the sample that I
survey had some who had there their own R.O system. However this fraction is very less.

Diagram 6

Other Brands Vs Bisleri(1 litre)

1442
1600
1400
1200 Total sales per day of
1000 mineral water(1 ltr)
800 532 Total sales of Bisleri
600 water per day(1 ltr)
400
200
0
1

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Interpretation:
As earlier we saw the demand by customer is the maximum for Bisleri but sales doesn‟t show that.Here is a
clear comparison of sales of other brands and Bisleri. Bisleri forms just a mere 27% share in the total sales of
mineral water in these sectors. This is very different from the overall market share, which for Bisleri is around
40%.This is one reason for doing this project, to find out why the condition of Bisleri is so bleak in these Noida
sectors. For a brand that is synonymous with mineral water is performing so badly is a matter of concern. Sales
of other brands: 1442 bottles of 1 liter. Bisleri: 532 bottles of 1 liter.

Diagram-7

Rating

promotion
offers
distribution 0%
21%
profit margin
profit margin customers demand
43%
distribution
promotion
customers offers
demand
36%

Interpretation:
As per the retailers the most important factor for pushing any of the brands is the profit margin that they can
create. The second most important factor that influences their choice is the customer demand. As it is popularly
said „customer is the king‟ and so that rules in the mineral water industry as well. The third most important
factor that influences their preferences is the distribution factor. The better the distribution factor better is the
reach to the retailers who then push it to the end-customer. As per our survey, promotion enjoys the least
priority factor for the retailers. They feel that all these brands are well known.

Diagram 8

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Distribution of brands

43, 21% 45, 22%

Bisleri
Kinley
Kingfisher
36, 18% Aquafina
49, 25%
Others
29, 14%

Interpretation:
From our research of the various sectors, I found out the breakup of the brands available with the retailers in the
market, which is as follows:Bisleri: 45.2%,Kinley: 49.25%,Kingfisher: 29.14%Aquafina: 36.18%Others:
43.21%,Others include Himalayan, ox rich, Mc Dowells and local brands like Aqua cool, Kampbell, Oxigizer,
Moubt Kailash, Aqua fresh, Tulsi water, Shivam, Kwencher, and Jal.I can say that availability of Bisleri in the
market is pretty good.
Diagram 9
Comparision of Brands kept, asked for and actually sold

Bisleri
55
60
45
50

40
29
30

Others 43
20
49 Kinley
41
32 10 27
15
0

12
13
22
29 29
36

Aquafina Kingfisher

Brands kept by Shopkeepers Brand asked by customers Brand actually sold

Interpretation:
The above Radar diagram clearly depicts the discrepancy in the brands asked for and the brands that sell more.
Each axis denotes one brand and on it shows its availability in the shop, its demand by the customers and its
sales. Here I can clearly see that Bisleri is demanded the most but is not able to convert it into sales. There is a
huge gap in demand and sales. Kinley is not demanded that much but its kept more by the retailers as it sells the
most.

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XV. FINDING AND SUGGESTION

1. Bisleri has poor distribution network: From my survey it has been clearly found out that Bisleri has a
poor distribution network in some of the sectors like: Sector-22 and Sector-18.

Which are quite prominent areas amongst the sectors that I covered?

Reasons:
 Negligence of distributor.
 Lack of availability of stock with the distributor. Eg 250ml, 500ml bottles.
 Unable to deliver the stock on time (on a short notice).

2. Bisleri has a big brand name, which is maintaining its sales: Just because of the brand name the Bisleri
water is selling.It was the 1st to start the mineral water business in India and thus it enjoys a good positioning in
the market and with the customers.

3. Higher prices of Bisleri as compared to the competitor’s brands to the retailers: As compared to brands
like Aquafina, Kingfisher, Kinley, Bisleri gives fewer profit margins to the retailers and therefore Bisleri‟s sales
are dipping in the mineral water market.

4. Higher profit margin on local brands: As compared to the premium brands like Aquafine, Kinley, one of
the major reason affecting Bisleri sales is selling of local brands like Deer Park, VOLGA, Aquacool, Kampbell,
Oxigizer, Moubt Kailash, Aqua fresh, Tulsi water, Shivam, Kwencher, Jal.

5. Bisleri lacks tie-ups: From our survey I found out that major players in this market have tie ups with food
chains, shops, malls. Bisleri lacks in this. Eg Spice, Shopprix, CSM.

6. Poor visibility of Bisleri: Poor advertising as compared to other brands. Ads on channels like star movies
and others should be more frequent. I hardly see any Bisleri Hoardings on the road nor is it there on the Radio.
7. Bisleri packaging is not good: The seal is not sturdy. Retailers often complain of broken seal. One reason
for the small retailers not preferring to keep Bisleri is this very seal problem.

8. They are not very customer service oriented: Bisleri is not very concerned about the brand name, not
acting on the views and suggestions of the customers: leaving customer dissatisfied.

9. Lack of accessories: Brands like Kinley etc. offer accessories like fridges, icebox, and give free bottle with
cartons
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Volume: 16 Issue: 1

10. Bisleri self route distribution: Bisleri has there institutional sales through self route distribution which
goes for sales in the area which are different from the normal market.

XVI. CONCLUSION

Marketing is an essential part of an organization. It contributes to the organizations overall improvement in

sales capabilities which in turn increase the profit of the entire organization. Also, it enhances the overall
performances of the company that helps in improvement of customer satisfaction in knowing about the taste and
buying behavior of the customer to develop new product in the market that helps in exploring new market for
new product.

XVII. LIMITATIONS

 Due to time and budget constraints the sample size taken was small and hence the inference may not be
conclusive
 There is further chance of non response error which will further complicate devising the inference
 There is always a chance of sampling errors.
 While the respondents fill the questionnaire, their responses may pertain to other people‟s opinions and
may get biased on the part of the researcher, there is always a strong inclination towards attitude
prejudices, i.e., the researcher may hold a bias of his own that will alter the analysis and conclusion.

XVIII. RECOMMENDATION

 The Top Management should believe that Marketing is an important resource and they should
believe in humanity. Seniors should take interest in juniors.

 Top Management helps their employees so that they will enjoy their work, does work for employee‟s
welfare, and should give openness and trustful climate to the employees.

 Data collection should be according to need those efforts to identify and utilize the potential of the
employees and there should be mechanism in this organization to reward good work done or
any contribution made by employees.

 Employees should discuss their problems openly with supervisors, should take pain to know about
their weakness and strength to do their training seriously and try to learn.

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ISSN: 1880 - 6503, | March 2020
Volume: 16 Issue: 1

XIX. REFERENCE BOOKS

[1]. P.Kotler, marketing management, new millennium, third edition

[2]. V.S Ramaswamy and. namakumari- marketing management, second edition.

[3]. William Stanton.J, michall J.etjec, Bruce J.Walker – fundamental of management.
MAGAZINES: - [1]. Business standard (magazine), 2010
[2]. Frontline magazine (Hindu), 2010
[3]. Slaking a City‟s Thirst‟, Priyanka Jayashankar and Swetha Kannan, Hindu Business line, July 14, 2005
[4]. „Bold and Bisleri‟, Ratna Bhushan, Hindu Business line, April 25, 2002
NEWSPAPER:-
1. The Times of India
2. The Hindustan Times
3. The Economic Times
Websites:-
1. www.bisleri.com
2. www.wikipediarelated.com
3. www.moneycontrol.com

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