Introduction

Bisleri is a brand of bottled water in India. Bisleri was originally an

Italian company created by Felice Bisleri, who got the idea of selling
bottled water in India for the first time. Parle took over Bisleri (India)
Ltd. in 1969 and under the brand name ' Bisleri' started to bottle water
in glass bottles.

Bisleri, the leading bottled water sport, did the

unthinkable in an era when most businesses wanted to acquire a
celebrity to endorse their products. Bisleri actually recruited a camel,
"Har Pani ki Bottle Bisleri Nahin," several camels. This took the top
spot in the annual list of Brand Equity's Most Trusted Brands. In India,
Bisleri has a market share of 60% in bottled drinking water. The brand
is also the main player in a class that is attached to about ₹14,000
crores and rises in double digits.

INDUSTRY ANALYSIS

The habit of overwhelming safe and healthy Bisleri water guarantees a

healthy life to the customers. More than 5 million people trust Bisleri.
They buy only Bisleri water because it has become a generic name for
mineral water.

Strength:

Activities that drive organisation a, promotion step ahead with its performance in the
marketing mix, are products, price, promotion and physical distribution.

 Having the largest distribution network

 Its name has become a synonym for packaged drinking water
 Company is having a large surplus of funds
 They maintain constant quality checks on the quality of purified water
Weakness:

 Produce low quality per bottles, which cannot be sterilized

 They don’t manufacture dispensers

 Bisleri charges more for 5 lt. And 20 lt. Bottles as compared to other emerging
companies.

Opportunities:

A market opportunity is an area of buyer need in which a company can perform in

profitability. Various opportunities for bisleri in the market are

 The business is growing at a rate of more than 80% per annum.

 There is high growth in 500 ml., 2 lt., 5 lt., 20 lt., water bottles.

 There is a large market share of unorganized sector in the packaged drinking water
industry. And Bisleri share is increasing gradually.

 Usage of packaged drinking water by middle-class people increased at their shops and
homes and it became the need of the metros.

Threats:

 Kinley is the biggest threat to Bisleri as it is Coca-Cola company and they have
surplus funds to invest in.

 Its higher prices and low retailer’s margin has made the competitor strengthen their
feet in the Bisleri’s market.

TARGET SEGMENTS

Bisleri launched different product line with different price and size of bottles for targeting the
customer, price of bottle is fixed that it can be affordable to all the segments. Bisleri has
planned to target more lower segment customers by introduction of small pet glasses.

VALUE PROPOSITION
Bisleri provides a high quality product, keeping in mind the freshness, purity, and safety also
making it easily available to the consumers at a very affordable price. Customers are accessed
through various advertising segments like “PLAY SAFE” and targeted their customers
making Bisleri a hygienic purified water brand product developing 8 unique pack sizes.

POSITIONING

To play safe Bisleri positioned its product on the basis of purity by launching various ad
campaign on pure and safe. Bisleri positioned itself by understanding consumers that people
consume mineral water not for mineral but for safety.

CONSUMER BEHAVIOUR ANALYSIS

Consumers are growing more health conscious and are cautious on their drinking habits.
Bisleri packaged bottles in most of the retail shops but more satisfied with its price, quality,
label information.

MARKET SHARE, SALES, PROFIT

Bisleri has a market share of 40% in the category of bottled water. The company is also
credited on the Indian market with 500 ml, 1.2 litters, 1.5 litters and 2 litters of SKUs. Bisleri
has a very powerful presence in with 125 operating plants and a powerful network of 3000
distributors & 5000 delivery trucks in India and neighbouring nations. The selling of a 500 ml
bottle simple to hold for just RS 5 referred to the user's need. The idea was a triumph that
brought Bisleri an increase of 400 percent. Bisleri has thrown FONZO a beverage with a
unique combination of sweet mango juice and refreshing fizz. It also opened the first vertical
mineral water production plant. In the last year, Bisleri was able to generate revenue of Rs
1500 crores with their latest releases and strategies.

PRODUCT AND PRICING STRATEGY, PROMOTION AND DISTRIBUTION

The Bisleri range includes 500 ml, 1 liter, 1.2 liters and 2 liter bottles; 5 liters and 20 liter jars
to attract 250 ml and 330 ml bottles from home segment and smaller packs but in very limited
numbers from now on. With its new brand campaign, Bisleri spends nearly Rs 50 crore. Each
boundary is used as an opportunity to strengthen with the consumer. With little trust in the
distribution system, the company controls its large fleet truck to supply bottled water directly.
Five years ago, from a footprint of 22 facilities, the sum expanded to 52 this larger network
helped to reduce the logistics expense. Bisleri water currently reaches 150000 outlets within
the country.

COMPETITION AND CHALLENGES

Significant competitiveness happens in the filtered water industry Bisleries major competitor
are Aquafina, Kinley, Bailley and Nestle waters. Every one of these organisations has sound
competition between them. Bisleri faces many encounters minor brands influences the market
of Bisleri by offering their items little to no effort to retailers, they are behind the market in
view of low net revenue proportions to the retailers. The government regulator towards the
certain of water, where they are powerless to cross the point of confident and deliver a greater
amount of water.

MARKETING INSIGHTS AND RECOMMENDATION FOR GROWTH

The present market is too congested and confused so Bisleri should properly promote and
reinforce the delivery channel to survive the competition. Advertisement to shape the brand
image which will provide the required ground to create authenticity to the product. Bisleri
needs to organise campaign and stalls to shatter local brands and create consciousness among
consumers, it has a lot of opportunities which can be exploited in the future which will lead to
huge profit.