Sas Institute of Information Technology & Research Mohali: A Project Report ON "Market Strategy of Bisleri"

Bisleri – The Source for Pure Drinking Water
A
PROJECT REPORT
ON
“MARKET STRATEGY OF BISLERI”
Submitted in partial fulfillment of

BACHELOR OF BUSINESS ADMINISTRATION
ACADEMIC SESSION: 2008-11
Submitted By:
Amandeep Singh
BBA 5th
Roll No.:81010320005
Under the Guidance of
External Supervisor Coordinator

Mr. Sanjeev Bakshi
(Marketing Head) Ms. Monika Sharma
Bisleri Int. Pvt. Ltd., Ghaizabad
SAS INSTITUTE OF INFORMATION

TECHNOLOGY & RESEARCH
MOHALI
1
ACKNOWLEDGEMENT
I am honored to be attached with organization. I extend my sincere gratitude

to the management of “BISLERI International Pvt. Ltd., Ghaziabad” especially to
Mr. Deepak Changa (Area Sales Manager), for availing me and giving me an
opportunity to do my training in his organization.
I am deeply thankful to his valuable guidance and co-operation helped me in

the accomplishment of this project report.
I am also thankful to the entire team of marketing of the company who

helped me a lot whenever I faced difficulty in my project.
Amandeep Singh
BBA 5th
Roll No.:81010320005
2
PREFACE
Modern organization are highly complex and dynamic systems. They operate under
very turbulent social economic and political environment. They are required to
reconcile several incompatible goals. Conflicting roads and divergent interests. They
are also fraught with use risk and uncertainties hence tactful management of such
organization to plan execute, guide, coordinate and control the performance people to
achieve predetermine goal. Management has to keep the organization vibrant moving
and in equilibrium it has to achieve goals which themselves are changing. It is
therefore the problems is highly complex and ticklish. To tackle these problems,
information plays an important role. Marketing Research is the appropriate tool to get
most useful information about the market. This information will asset to marketing
manager in making effective decision. The research are used to acquire and analysis
information and to make suggestions to management as to how marketing problems
should be solved.
The marketing research is a process which links to manufacturers, dealers and

individuals through information an important part of curriculum of BBA proramme
is the project taken by student in any business organization. After completion of II
year of the programme . The objective of this project is to enable the student to
understand the application of academies in real life business. I am fully confident that
this project will be extremely useful for the management .
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TABLE OF CONTENTS
1. Executive Summary 5
2. Introduction 6-18
- Inception of Bisleri 9-11
- Product Profile 12-13
- Mineral Water Industry – Current Market Scenario 14-15
- Manufacturing 16-18
3. Objective of the study 19
4. Research Methodology 20-21
- Sample Size
- Data Collection
5. Advertising Campaign of Bisleri 22-24
6. Marketing Mix 25-32
7. Competition in the market 33-40
8. SWOT Analysis 41-45
9. Findings 46-56
10. Conclusion 57-59
11. Limitations 60
12. Recommandations 61
13. Bibliography 62-63
14. Annexure 64-65
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EXECUTIVE SUMMARY
The project is an extensive report on how the Bisleri company markets its strategy
and how the company has been able in tackling the present tough competition and
how it is cooping up by the allegations of the quality of its products. The report
begins with the history of the product and the introduction of the Bisleri Company.
This report also contains the basic marketing strategies that are used by the Bisleri
Company of manufacturing process, Water Technology (Ultra Heat Treatment),
production policy, advertising, export scenario, future prospect, and government
policies. The report includes some of the key salient features of market trend issues.
In today’s world of cutthroat fierce competition, it is very essential to not only exist
but also to excel in the market. Today’s market is enormously more complex. Hence
forth, to survive in the market, the company not only needs to maximize its profit but
also needs to satisfy its customers and should try to build upon from there.
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6
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
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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”.
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The origins of Bisleri lie in Italy, and the brand owes its name to founder
Felice Bisleri, an Italian entrepreneur. In 1967, Bisleri set up a plant in
Mumbai for bottling and marketing mineral water, which was first of its kind
in India. However, it didn’t work well. Among other reasons, the fact that the
Indian consumer was unprepared to accept bottled mineral water was
responsible for its failure. Consumer mindsets were more geared towards
boiling water at home.
In 1969, Parle bought over the Bisleri brand. In those days Bisleri water was
available in glass bottles. Parle's taking charge of Bisleri did not make a
dramatic difference to the brand's fortunes immediately. While it did gain in
terms of visibility and reach (piggybacking on Parle's existing distribution
network), 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. 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 considered boiling water to be a
safer and better than mineral water. Moreover they were not ready to pay for a
commodity like water, which was so abundantly available.
In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and
that significantly made a difference in the sales. The buyers, then, were mainly
the upper class - the trendy people.
In 1993, Coca-Cola bought Parle’s soft drink brands- Thumps-up, limca etc.
While Coca-Cola actually bought over Parle's beverages, it agreed to a

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settlement that allowed the multinational to bottle and distribute Bisleri soda for
a time frame of five years. The charge of Bisleri water, however, remained with
Parle. The upsurge in the sales of Bisleri started from this point as Parle sold off
its stable of brands to Coca-Cola. This was the time when it started
concentrating on making Bisleri a success in the domestic mineral water market.
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 real shift in company’s policy towards mineral water industry came in
1998,although the conscious efforts had already been started in 1994. This
change was primarily because of the fact that the people, at this time, had started
becoming more health conscious.
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“It’s a compliment being generic to the category, but its not very good when
consumers think any mineral water brand is Bisleri”
Bisleri, a product established in India by Ramesh Chauhan, Chairman of Parle
Aqua Minerals has become a generic brand. Bisleri was the first marketed bottled
water in a totally virgin market. The brand has become synonymous with mineral
water; 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. Annual sales of Bisleri have touched Rs400 crores. In seventies, 'Bisleri'
was the only mineral water, which had national presence, and the sale was to the
tune of approximately one hundred thousand cases valued at about Rs.60 lacs.
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i.e xe
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A few years back, the mineral water market had been crawling at the rate of
3-4%, or even a lower figure. Indians carried drinking water in earthen
pitchers, plastic or PUF bottles. But increasing cases of typhoid and other
waterborne diseases began to be reported. In addition to this, liberalization
happened and the mineral water industry began to be stirred and shaken. The
market started growing an astounding rate of over 100% per annum. The fact
that there were very few players in the market meant that their business grew
by leaps and bounds.
The market today has grown to Rs11bn. The organized sector -- branded
mineral water -- has only Rs5bn of market share. The rest is accounted for by
the unorganized sector, which is dominated by small regional players. The
market is still growing – at a rate greater than 80% per annum.
In the branded segment, Parle’s Bisleri is the market leader with a share of
more than 45%. Parle Agro’s Bailley comes a close second with market share
of 15%. Other major players in the market are Yes of Kotharis, Ganga of T-
Series, Himalayan, Hello, Nestlé’s Pure Life, Pepsi’s Aquafina, Coca-Cola’s
-Kinley Prime, and Florida etc.
Sensing the opportunity that this segment holds, MNCs began to draw up
plans to enter the market. Today the market is proving to be yet another
battlefield for an ongoing battle between the Desi’s and MNC’s. Last year the
industry had around 170 brands. This figure is over 300 presently. The major
foreign players are Coca-Cola promoted Kinley, Pepsi’s Aquafina,
Britannia’s Evian, Nestlé’s Perrier, Herbert sons and Danone International.

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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, West accounts for
30%, South 20% and the East 15%.
In order to be available in untapped areas Bisleri has setup 16 plants located
all over the country - three-fourths of which are company owned. The balance
is run by franchisees. 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 10-hr 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.
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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.
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OBJECTIVE
To determine the market share of Bisleri Brand of Bottle Water. To find
out the preference level of respondents regarding Bisleri Brand of Bottle
in comparison with other brands.
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RESEARCH METHODOLOGY
1. RESEARCH DESIGN:
The research design which has been used in the project report is descriptive in nature.
2. SAMPLE DESIGN:
The sample design which has been use in this project report is simple random
sampling.
A decision has to be taken concerning a sample unit before selecting the number of
samples. It may be geographical as well as individual. Here Noida city has been
taken as a geographical unit and retailers as an individual unit.
3. SIZE OF SAMPLE:
This refers the number of items (Outlets) to be selected from the finite universe to
constitute a sample size. The survey was conducted of 50 outlets.
4. NATURE OF DATA:
In this project report the data is collected through primary data source as well as
secondary data.
Type of Data collection Method adopted Mode of communication

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Primary Questionnaire Personal Interviews
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Every brand needs a good ad campaign to establish itself in the market. So it
becomes very imperative to look at various ad campaigns that Bisleri
undertook to build itself as a brand. Bisleri started its game plan with the
punch line of ‘Pure and Safe’ and used the same catch-line for advertising.
But with the advent of many new players, all claiming the purity, it became
very imperative for Bisleri to differentiate its product so as to stand out in the
market. Bisleri found the answer in ‘sealed cap bottles’. It claimed 100%
purity. While the bottles of the other brands, it claimed, could be refilled with
ordinary, or even germinated water, Bisleri’s seal capped bottles ensured the
consumer of purity of water and single-used ness of the bottles. The ad
showed a milk-man and a child showering their buffaloes and filling the ‘so-
called’ 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. Next clip shows the Bisleri bottles being sealed with
plastic caps and ensuring the purity of water. The ad did work for Bisleri and
it got its much needed product differentiation.
In 2000, some giant brands like Pepsi and coca-cola entered the mineral water
industry with a big bang. Bisleri now had a big threat of maintaining its
market cap. While Coca-cola introducing its brand ‘Kinley’ as a health care
product, Pepsi projected ‘Aquafina’ as something as pure as ‘Your own
body’. Pepsi targeted the young generation and introduced Aquafina as a
fancy product to carry.
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i.e xe
The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and
thus give your body the purest water. The ad showed young vibrant models
and created the atmosphere of youthfulness. Water, Pepsi claimed, was no
longer a simple beverage, but was something highly fashionable. They
complimented it by giving their bottles an attractive look. This soon caught
the eye of the consumer. All these factors made Pepsi the biggest upcoming
competitor of Bisleri (whereas Kinley lagged behind the race, showing a
doctor advising a family to take Kinley for pure water – not a very attractive
ad campaign).
Bisleri, to counter-attack the new ‘Feel-Young’ fever had to even bolder steps. 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. The new ad showed a young
romantic couple on a marooned island, when the girl seductively attracts the guy and
he follows her in trance. The moment he gets hold of her, she whispers something in
his ears. The next few shots show the guy looking for something in frenzy…can not
find it….rushes towards the chemist’s shop….buys ‘something’ (keeping the
audience in suspense…or rather implicitly pointing for ‘……’). The girl opens it
and….POOF….takes out a bottle of Bisleri and quenches her thirst. 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’. Thus Bisleri has taken a very bold step. The
T.V. ads have been complimented by print ads also. The company has to focus on the
marketing management of the product. In light of the challenge in front of the
company and its current strengths and position, we have incorporated the marketing
mix to counter the marketing strategies of the competitors by developing its own
marketing.
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MARKETING MIX
The set of controllable tactical tools- product, price, promotion, and place (4
Ps), that the firm blends to produce the response it wants, in the target
markets.
The 4Ps
Product
The main product of the company is the mineral water by the name of Bisleri
Mineral water. Other than mineral water the company has also the soda water,
mountain water under its brand name called the Bisleri Soda Water and
Bisleri Mountain Water. The concept of bottled mineral water was introduced
in India, first by Bisleri, and that is the reason, it has become a generic name
for the mineral water. Bisleri has become a perfect synonym of the mineral
water for the Indian consumers.
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, which can be added as the additional benefits of the product.
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It is just water after all. This is what the Indian customers think of the bottled
water. 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.
Place
Place stands for the company activities that make the product available to the
target customers. 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. 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.
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DISTRIBUTION NETWORK:
The small-scale players built their sales by piggybacking on the generic
category built up by Bisleri. It’s a battle that Bisleri can win by sheer
distribution muscle. One of the reasons why Bisleri is running strong in this
industry is its strong distribution network built over the years since its
inception. Further, Bisleri plans to increase its distribution network over the
southern and eastern region, where it is behind popular brands like Team in
Tamil Nadu and in Andhra Pradesh.
Prices for following packaging variants
(AN ECONOMIC FACTOR AFFECTING THE BUYER’S BEHAVIOR)
Price is the sum of values that consumer exchange for the benefits of having
or using the product or service. Price is the only element in the marketing mix
that produces revenue. All other elements represent costs.
In India, 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.
Bisleri has met the expectations of the consumers in terms of pricing the
product and also making the product available in variations of litres, making
Bisleri both convenient and affordable. The company is following a very
aggressive pricing. Its product is available at a very reasonable price.
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250ml Rs. 5
500ml Rs. 8
1.Ltrs Rs. 13/-
2 Ltrs Rs. 22/-
5 Ltrs Rs. 40/-
20 Ltrs Rs. 70/-+ Rs. 150\- jar security
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Promotion
Modern marketing calls for more than just developing a good product, pricing
it attractively, and making it available to the target customers, companies
must also communicate with their customers, and what they communicate
should not be left to chance.
A Company’s total marketing communications program- called its Promotion
Mix consists of specific blend of advertising, personal selling, sales
promotion, and public relations tools that the company uses to pursue its
advertising and marketing objectives.
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ADVERTISING CAMPAIGN:
While designing the advertisement campaign, it is necessary to keep in mind
the opinion leaders. Youth are the opinion leaders of the present time. And
thus it becomes necessary to design the campaign keeping the youth in mind.
The opinion leaders would further trickle down the message to the less active
members of the society.
This is exactly what Bisleri is doing. Bisleri has started an advertisement
campaign stressing the point of purity and flaunting the patent right the
company has over the breakaway seal. The company has tried to put the
message across louder, by using the ad campaign that catches the eye of
everyone, specially the youth.
Bisleri that was looking for a differentiator decided to make the breakaway
seal the symbol of purity. The tamper-proof seal was developed, around
which the communication was woven. The campaign stresses the safety
provided by the breakaway seal by illustrating the ease with which
conventionally sealed bottles can be refilled and recycled.
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. That is, Bisleri is the only one that guarantees purity and keeps you
Safe.
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To conclude: We find that new advertisement campaign of Bisleri is eye

catching. This is what the company should do. And also the company should
make the message clearer to the customers that it has the patent right over the
breakaway seal. 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.
Apart from a high dose of investments on expanding bottling capacities and an

ad budget that’s risen six-fold over last year, if Bisleri wants to penetrate every
possible segment of the market, it can do that by introducing more pack sizes
and establishing the brand strongly with trendy new packaging.
Apart from creating consumer pull with campaign, the company, to increase its
sales would have to do the sales push as well. For that it would have to give the
retailers and other stockiest high trade margins and incentives for keeping the
product. This is very important in case of this product because consumers
would take up what is available to them at ease and whatever retailer is giving.
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COMPETITION
The mineral water market is set to explode and hit the Rs.2,000-crore mark in
the next couple of years. This is drawing the big guns attention. First
Britannia launched Evian. And recently, soft drinks giant Pepsi entered the
fray with Aquafina. Now, Nestle too is reportedly planning a foray.
Meanwhile, Parle Agro’s Bailey has been growing steadily. Small local
players too are breathing down Bisleri’s neck riding on better trade margins
and intensive distribution (in their respective areas of operation).
The competition facing Bisleri can be categorized into a few brand names like
 Parle Bailey
 Pepsi Aquafina
 Coca Cola Kinley
With Parle’s Bailey being the main competitor and second in market share in
the organized market, Bisleri faces tremendous competition from the
unorganized sector.
Aquafina
The advantage for Aquafina is that though there are over 300 labels of bottled
water in the Indian market, few can be called brands. It is necessary to
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remember that every product with a name is not a brand; even Bisleri has
become generic to this category.
It does not have any emotional values attached to it. So there was no
difficulty for Pepsi in creating space in such a market, which is completely
different from the soft drinks market, where it will be very difficult for any
new player to find a slot. So the creative team at HTA virtually had an empty
canvas to work on. And it came up with a campaign that did have people
talking. First, a series of teasers, followed by a film that showed healthy
bodies and youthful people and, of course, lots of water.
Although Aquafina is only available in a 750 ml pet bottle, the pricing, at
Rs.10, is competitive. And it is safe. In addition to the tamper proof seal,
there is a reliable method of checking whether the bottle has been refilled.
The date of manufacturing has been written on the cap as well as on the
bottle. Thus a person who is refilling it would have to find a matching cap
and bottle, the probability of which is very low.
Coca Cola- Kinley
Coca-Cola joined the race by announcing the imminent launch of its own
brand of water and, in the process, putting to rest rumors of its so-called
takeover of Bisleri. Kinley is targeting institutions.
Parle Agro’s- Bailley
Bailley the brand that is owned by Ramesh Chauhan’s brother Prakash
Chauhan is very popular in the southern part of India. Southern part of India
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accounts for 20% of the sale of the whole water market industry. Bisleri
would have a tough competition from Bailley since the company plans to
spread its presence in that part of the country. Another thing that makes the
competition difficult for the company is the price at which it’s competitor is
offering the product. Like Bisleri it also gives the 1 lt. For Rs.10. The only
strength point of the company, which it can capitalize, is it’s generic name.
And also the company would have to enter that market with a strong
distribution base. We know the fact that Bailley has grown at a rapid pace
using the route of franchising, which Bisleri has not adopted as yet. This is
another point, which the company would have to take care of to face the
competition.
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PURE BOTTLED DRINKING-WATER
Is Dangerous
The Safety of Bottled Drinking-water
Because of the large number of possible hazards in drinking-water, 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
co-sponsors 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 non-governmental 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%).
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Drinking water filled in hermetically sealed containers of various

compositions, form, and capacities that is suitable for direct consumption without
further treatment
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FACTS
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 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. On the basis of the results
different brands can be rated in terms of total organochlorine and organophosphorus
pesticides from least to most contaminated as-
Aquafina
Macblue
Bailley
Kinley
Seagull
Sheetal
Bisleri
Brilliant
Bally
Apurva
Royal
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Aqua
Best
OXYRICH
When absorbed into the body, these pesticides are not metabolized
rapidly hence get stored in the fat.
The organ phosphorus pesticides affect and damage the nervous system and can cause
cancer. They can cause reproductive and endocrinal damage also.
CONCLUSION
"Water, water everywhere, but not a drop to drink" from the Rhyme of the Ancient
Mariner is perhaps a fitting description of the attitude of many consumers living in
urban areas today who are increasingly looking toward bottled water as a means of
meeting some or all of their daily requirements.
It holds that discomfort or dissonance occurs when a consumer holds conflicting

thoughts about a belief or an attitude object.
Consumers may have various reasons for purchasing bottled drinking water, such as
taste, convenience or fashion, but for many consumers, safety and potential health
benefits are important considerations.
Thus, the pesticide used in the water makes it dangerous to use regularly.
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STRENGTH
 Old and famous brand name
 Better packaging
 Effective distribution network
 Famous as pure & safe among consumer
 Good product mix
 Frequent quality checking
 Much used by corporate world
 Better management
 Give regular follow up to distributor
 Indian image
 Better sales force
 Sponsoring various cultural program
 Better visibility
 Good intensives to dealer
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WEAKNESS
one liter packs which accounted for 50 per cent of the company’s turnover
has come down to 30 per cent. The two-liter packs, which have practically
disappeared from the shelves, have come down from 20 per cent to five per
cent. The growth has come from the 500 ml and the five-liter category, which
account for 15 per cent and 36 per cent of turnover respectively.
Earlier, Bisleri was selling at a premium of Rs.12 for the same size. But
beginning last year, it has been selling its one- liter bottles at Rs.15 each.
Aqua Minerals attributes the Price slashing to retailer margins being on the
higher side earlier.
The competitive Rs.15 price tag has been working well for the brand.
In what could be a masterstroke, Aqua Minerals is testing out the possibility
of mass marketing 20-litre Bisleri bottles for an MRP of Rs.40. That works
out to Rs.2 a liter. If the logistics, manufacturing and distribution do fall in
place, it could change the face of the purified water market for keeps.
43
OPPURTUNITIES
So far, Chauhan has not used the franchising route very aggressively unlike
Parle Argo’s Bailley which has grown very fast
Using this route. He has around six franchisees in Mumbai, Delhi, Chennai,
Bangalore, Goa and Rajasthan. “We shunned this route so far because in most
areas where we had no presence, it was imperative that we did it ourselves.
Now for further expansion we can afford to use the franchisee route.”
44
THREATS
Bisleri will be taking the packs back and refilling them. But the packs cannot
be sterilized since the material used is PET and cannot withstand high
temperature. So how can he ensure purity?”
Strategy to counter threats and others?
We subject the bottles to chlorine washes, hot water washes and ozone
washes before we refill the bottles.
The company is betting on the home segment. The reason being that filters
and water purifiers also need to be cleaned periodically and still do not
guarantee absolutely clean water. In order to service this 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. In future, consumers will be
able to call the fat dealer and place orders for home delivery of the five-liter
pack. The company has so far appointed 180 such dealers. This is a high
turnover, low-margin retailer who does not keep a store but serves a similar
purpose with other items such as rice or Atta.
45
FINDINGS
After the tabulation and analysis of 50 respondents from ghaizabad city:-
He following findings are obtained:
46
Q.1 Which brand of bottle water do you sale more?
a. Kingfisher b. Kinlery c. Aquafina d. Bisleri e. Others

.
6.30% 3.97%
23.33% Kingfisher
Kinlery
Aquafina
Bisleri
54.45% 13.95% others
INTERPRETATION: According to market share figure, Bisleri is the leading brand
which 55.45% market share. While Kinley 23.33%, Kingfisher 3.97%, Aquafina
13.95% and others 6.30%.
47
Q.2 Which brand of bottle water do you prefer to sell more?
4.50% 10.50%
Aquafina
25%
Bisleri
Kingfisher
Kinley
10% 50% others
INTERPRETATION: 50% retailers prefer to sell Bisleri brand because of
demand, brand and profit margin. And then on second number they prefer to sale
kinley.
48
Q.3 How much is your monthly sale?
2.00%
20%
Bisleri
Aquafina
Kingfisher
8% Kinley
60%
10% Others
INTERPRETATION:
60% sellers said that they have their maximum sales from Bisleri, 20% sellers said
that they have their maximum sales from Kinley, 10% said that they are getting
revenues from Aquafina, 8% said that they are getting revenues from Kingfisher, 2%
from others.
49
Q.4 Why do you prefer to sell more this particular brand?

 Easily available
 More demand
 Quality Factor
26%
34%
Easily available
More demand
Quality Factor
40%
INTERPRETATION: 40% saler prefer to sale Bisleri because of it high demand,
34% sale it because of its easily availablety and 26% sale it because of its good
quality.
50
Q.5 When you talk of mineral water, what brands come to your mind?
15% 5% Bisleri
35% Aquafina
Kingfisher
25% Kinley
20% Others
INTERPRETATION:
35% seller said that when they think of mineral water Bisleri name comes in their
mind,25% of the seller said that Kingfisher comes to their mind, 20% said Aquafina
comes to their mind, 15% said Kinley and 5% said others.
51
Q. 6 whether the customers are already aware about this product?
100%
85%
80%
60%
40%
Series1
20% 15%
0%
S1
YES
NO
INTERPRETATION:
85% are aware about the product and 15% people are unaware.
52
Q.7 Which brands of mineral water are more available in your shop ?
45%
40%
40%
35%
30%
25%
25%
Series1
20%
15% 15%
15%
10%
5%
5%
0%
Bisleri Aquafina Kingfisher Kinley Others
INTERPRETATION:
40% of the seller said that they kept Bisleri more in their shop ,25% said that they
stock more Aquafina, 15% Kingfisher as well as 15%Kinley and only 5% Others.
53
Q.8 Number of buyers who buys this brand per day?

a) 0-5 b) 5-10 c) 10-15 d) Above 15
Bisleri
10% 15%
0-5
5--10
10--15
25% Above15
40%
INTERPRETATION:
As per the above analysis 40% sellers sell 10—15 bottles of Bisleri in a day, 25%
sellers sell 5-10 bottles in a day, 15% sell 0-5 bottles, 10% sell Above 15 bottles.
54
Q.9 Are you satisfied with the current margins on this brand?
 Yes
 NO
Bisleri
12%
Yes
No
88%
INTERPRETATION:
As per the above analysis 88% sellers are satisfied with the current margins of this
brand, but 12% sellers are not satisfied.
55
Q.10 Whether you are getting any complaints from customers, specify?
Bisleri
91%
100%
80%
60%
Series1
40%
9%
20%
0%
Yes No
INTERPRETATION:
As per the above analysis 91% sellers said hat they never get any complaint from any
customer, but 9% sellers get the complaint from the customers.
56
57
CONCLUSION
The players who will endure will be those who have a strong regional
presence. Take the case of Team, which enjoys immense popularity in
TamilNadu. Similar brands with a regional presence are Siruvani, and Koday.
Thus, new players will be looking for a distinct positioning. One such brand
is Pepsi’s Aquafina, the largest selling bottled water brand in the US. After
its successful test launch in Mumbai and Bangalore, Aquafina was released in
Chennai, Ahmedabad, Vadodara, and Pune. Pepsi has invested over Rs.5
crore in the new Aquafina water project in Maharashtra, which is the only
Aquafina plant outside the US.
According to Deepak Jolly, executive vice president, corporate
communications, Pepsi Foods Ltd. “Aquafina will be helped by Pepsi’s
network. Moreover, Aquafina will be served absolutely chilled.” That makes
sense too, since surveys have indicated that an overwhelming majority of the
bottled water that is consumed in India is by people who are traveling.
With the big players, who have the support of the financial muscle and a large
consumer base in other categories with them, like Pepsi, Britannia, Nestle and
Coke — the battle is the tougher arena of brand building. All the
multinationals are looking at high-octane advertising targeting specific
consumer segments. Sensing troubled waters ahead, Bisleri is busy working
on a strategy to soak up the competition and protect his water kingdom.
58
Strategy which the company could adopt, are as follows: -
1.The soft target
Selling bottled water requires constantly expanding the market. The company
should also target the market for soft drinks. All the soft drinks addresses
three issues: fun, thirst and refreshment followed by status to some degree.
The thirst and the status value of the mineral water are well accepted. There
is very little the mineral water brands can do to add the fun element around
the product. Again here, it becomes important for the company to have a good
distribution network. 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. 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. Therefore, backed by a good distribution network
mineral water industry can grow at a rapid rate.
59
LIMITATIONS
 A small segment of the market has been covered only, so the conclusion cannot
be generalized.
 The data collected cannot be free from errors, since some of the respondents
failed to give correct information.
 Study accuracy totally based upon the respondents response.
 Stipulated short span of time for survey.
60
RECOMMENDATIONS
 Advertisement to build the brand image that will provide the required
ground to establish the authenticity to the product.
 POP (Point of Purchase) displaying the cost of water at Rs. 2 per liter,
as the perception of the people is that mineral water cost Rs. 10 per half
Lt.
 Awareness programs at health club, schools & Nursing homes.
 To win over the consumer belief and faith over the genuity of the
product.
 Display of hot and cold dispensers and bottles at places like hotels,
clubs and airports where upper class group visits, as they are the
potential customers. Place like departmental stores, petrol pumps and
super bazaars can also be considered.
 The company should organize camps at various part of the city also road
show to bring about the difference between mineral water and
filter/purified water and to tell the people how mineral water is more
hygienic than filtered water/purified water.
 To aware people the cost benefit analysis to the customer of how the
mineral water would cot less and benefit more, because people using
purifier system cost too much.
61
62
BIBLIOGRAPHY
 Marketing Management, Philip Kotlar
 Annual Report, Bisleri
 Business Magazines
 Websites
63
Annexure
QUESTIONNAIRE
Retailers details (please fill up ) : ________________________________
Retailers shop Name : ________________________________
Address :
Contact Person : ________________________________
Q.1 Which brand of bottle water do you sale more?
b. Kingfisher
c. Kinlery
d. Aquafina
e. Bisleri
f. Others
Q.2 Which brand of bottle water do you prefer to sell more
________________________________________________
Q.3 How much is your monthly sale?
_______________________________________________
Q.4 Why do you prefer to sell more this particular brand?
g. Easily available
h. More demand
i. Quality Factor
Q.When you talk of mineral water, what brands come to your mind?
_______________________________________________
64
Q. 7 Whether the customers are already aware about this product?
____________________________________________________
Q. 6
___ Which brands of mineral water are more available in your shop ?
_________________________________________________
Q. 7 Which are the brands available in your shop?
____________________________________________________
Q.8 Number of buyers who buys this brand per day?

a) 0-5 b) 5-10 c) 10-15 d) Above 15
Q.9 Are you satisfied with the current margins on this brand?
Yes / NO
____________________________________________________
Q.10 Whether you are getting any complaints from customers, specify?
____________________________________________________
Q. 11 To which brand and reason?
Brand:- _____________________________________
Reason:- _____________________________________
65

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Bisleri – The Source for Pure Drinking Water

“MARKET STRATEGY OF BISLERI”

Submitted in partial fulfillment of

External Supervisor Coordinator

SAS INSTITUTE OF INFORMATION

I am honored to be attached with organization. I extend my sincere gratitude

I am deeply thankful to his valuable guidance and co-operation helped me in

I am also thankful to the entire team of marketing of the company who

The marketing research is a process which links to manufacturers, dealers and

impurities, which are root cause of water borne diseases.

2. Dissolved impurities - chemical.

3. Imbalance of Mineral Content.

escape the pollution.

When a consumer became aware of the problems caused by water pollution

suspended particles but dissolved impurities and microbiological impurities

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

impurities mineral balance.

came advent of mineral water.

demonstrate the benefit. The otherwise somnolent market began to change

Around 1989, drinking water became an issue again.

Felice Bisleri, an Italian entrepreneur. In 1967, Bisleri set up a plant in

Indian consumer was unprepared to accept bottled mineral water was

boiling water at home.

dramatic difference to the brand's fortunes immediately. While it did gain in

terms of visibility and reach (piggybacking on Parle's existing distribution

company for making mineral water, as it was not considered to be a very

profitable business at that time as people still considered boiling water to be a

commodity like water, which was so abundantly available.

the upper class - the trendy people.

While Coca-Cola actually bought over Parle's beverages, it agreed to a

concentrating on making Bisleri a success in the domestic mineral water market.

lucrative business of mineral water in Bisleri's equity.

becoming more health conscious.

consumers think any mineral water brand is Bisleri”

Bisleri, a product established in India by Ramesh Chauhan, Chairman of Parle

3-4%, or even a lower figure. Indians carried drinking water in earthen

waterborne diseases began to be reported. In addition to this, liberalization

by leaps and bounds.

the unorganized sector, which is dominated by small regional players. The

market is still growing – at a rate greater than 80% per annum.

Series, Himalayan, Hello, Nestlé’s Pure Life, Pepsi’s Aquafina, Coca-Cola’s

-Kinley Prime, and Florida etc.

foreign players are Coca-Cola promoted Kinley, Pepsi’s Aquafina,

Britannia’s Evian, Nestlé’s Perrier, Herbert sons and Danone International.

A quick look at Bisleri's manufacturing reach indicates that it is represented across

30%, South 20% and the East 15%.

In order to be available in untapped areas Bisleri has setup 16 plants located

It is also changing its production strategy and shifting to a 10-hr production

schedule with sudden increase in demand planned to be met by additional

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

acquire any existing plants.

To determine the market share of Bisleri Brand of Bottle Water. To find

out the preference level of respondents regarding Bisleri Brand of Bottle

in comparison with other brands.

taken as a geographical unit and retailers as an individual unit.

constitute a sample size. The survey was conducted of 50 outlets.

Type of Data collection Method adopted Mode of communication

Primary Questionnaire Personal Interviews

Every brand needs a good ad campaign to establish itself in the market. So it