“A STUDY ON BRAND AWARENESS PRACTICES OF BISLERI INTERNTIONAL PVT.LTD”.

A Project is submitted to the

UNIVERSITY OF MUMBAI
For partial of the degree of Bachelor of Management Studies
Under the Faculty of Commerce

By
MS SHARMA POOJA SHANKAR
TYBMS (SEMESTER VI) ROLL NO - 40

Under the Guidance of

ASST. PROF. VANDANA MATHUR

THAKUR SHYAMNARAYAN DEGREE COLLEGE

90FT ROAD, KANDIVALI (EAST) , THAKUR
COMPLEX , MUMBAI
APRIL, 2022
“A STUDY ON BRAND AWARENESS PRACTICES OF BISLERI INTERNTIONAL PVT.LTD”.

A Project is submitted to the

UNIVERSITY OF MUMBAI
For partial of the degree of Bachelor of Management Studies
Under the Faculty of Commerce

By
MS SHARMA POOJA SHANKAR
TYBMS (SEMESTER VI) ROLL NO – 40sss

Under the Guidance of

ASST. PROF. VANDANA MATHUR

THAKUR SHYAMNARAYAN DEGREE COLLEGE

90FT ROAD, KANDIVALI (EAST) , THAKUR
COMPLEX , MUMBAI
APRIL, 2022
 CERTIFICATE

This is to certify that Ms. Sharma Pooja Shankar has worked and duly completed her project work for the
degree of bachelor’s of management studies under the faculty of commerce in the subject of MARKETING
and her project is entitled “A Study On Brand Awareness Practices Of Bisleri International Pvt.Ltd,”
under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that no part of it
has been submitted previously for any degree or diploma of any University.

It is her own work and facts reported by her personal findings and investigation.

Project Guide /Internal Examiner External Examiner

(Asst.Prof. Vandana Mathur)

Seal
Principal Of
(Dr. Sharad Phulari) College
 DECLARATION BY LEARNER

I, the undersigned Ms. Sharma Pooja Shankar you are by declare that the work embodied
in this project work titled”,“A Study On Brand Awareness Practices Of Bisleri
International Pvt. Ltd” forms my own contribution to the research work carried out under
the guidance of Asst. Prof.Vandana Mathur Is a result of my own research work and has
not been previously submitted to any other university for any other Degree/Diploma to this or
any other University.

Whenever a reference has been made to previous works of others it has been clearly indicated
as such and included in the references.

I, hear by further Declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Name and Signature of the learner

Ms. Sharma Pooja Shankar
Certified by
Name and Signature
of the Guiding Teacher

Asst. Prof.Vandana Mathur

 ACKNOWLEDGMENT

To list who all have helped me Is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I take this opportunity to thank the Thakur Shyamnarayan Degree College for giving me
chance to do this project.

I am especially indebted to Project Guide ,who has been supportive of my goals and who
worked actively to provide me with the correct guidance and time to pursue those goals.

I would like to thank my Principal, Dr. Sharad Phulari , for providing the necessary
Facilities required for the completion of this project.

I take this opportunity to thank our Coordinator Asst. Prof Soni Singh. for her moral support
and guidance.

I would also like to express my sincere gratitude towards my project guide - Asst. Prof.
Vandana Mathur , whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books and
magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly help me in the
completion of the project especially my Parents and Peers who supported me through out my
project.
 INDEX

SR NO. TITLE PAGE

NO.
CHAPTER.1 1.1 INTRODUCTION 7
.
1.2 INDUSTRIAL PROFILE/ COMPANY PROFILE 10
1.3 VISION , MISSION, VALUES & GOALS 12
1.4 PRODUCTS & SERVICES 13
1.5 AREAS OF OPERATION 14
1.6 INFRASTRUCTURE FACILITIES 15
1.7 COMPETITORS INFORMATION 16
1.8 SWOT ANALYSIS 17
1.9 FUTURE GROWTH AND PROSPECTUS 18

CHAPTER.2 2.1 STATEMENT OF THE PROBLEMS 19

.
2.2 NEED FOR THE STUDY 19
2.3 OBJECTIVES OF STUDY 19
2.4 SCOPE OF THE STUDY 19
2.5 RESEARCH METHODOLOGY 20
2.6 METHOD OF COLLECTION 21
2.7 LIMITATION OF THE STUDY 22

CHAPTER.3 3.1 LITERATURE REVIEW 23

.
3.2 MARKETING STRATEGY 26
3.3 ADVERTISING STRATEGY 28
3.4 PACKAGING & DISTRIBUTION 31
3.5 MARKETING MIX (4Ps) 32
3.6 COMPETITION IN MARKET 36
3.7 PRODUCT PROFILE 38
3.8 MANUFACTURING 39

CHAPTER.4 4.1 DATA ANALYSIS INTERPRETATION 41

.

CHAPTER.5 5.1 CONCLUSION 71

.
5.2 SUGGESTIONS 72
5.3 FINDING 73
5.4 RECOMMENDATIONS 74

CHAPTER.6 6.1 BIBLIOGRAPHIC 75

.

CHAPTER.7 7.1 APPENDIX 76

.

EXECUTIVE SUMMARY

The study was entitled as “A Study on brand awareness practices of Bisleri international pvt.
ltd. The main objective the study is to create a brand image among customers.
The Brand image should increase so that customers can identify from other brands.
The primary objective of the study is to how the customer preference the water bottle, what
kind of water they needed like how packaging should be, labelling etc.
The study focused on retail shop customers and their behavior towards buying water bottles.
The Competitors for Bisleri like Kinley, Aqafina and Kingfisher etc. Become good
competitors against them.
Bisleri should have a maximum market share and it should become customer’s first choice.
The study get 100 respondents in some other retail shop across the Bengaluru.
Questionnaire and direct personnel interview conducted with customers. The customers has
given the answer for our question and give some suggestion to us.

KEYWORDS: Packaged drinking water, Awareness, Rivalry, Buyer loyalty, Satisfaction.

 “A STUDY ON BRAND AWARENESS PRACTICES OF BISLERI
INTERNATIONAL PVT. LTD”

CHAPTER NO.1:

1.1 INTRODUCTION:
In the early 1990s, Parle Bisleri Ltd's (Parle Bisleri's) Bisleri had become synonymous with
branded water and had a market share of 70%. In the late 1990s, Bisleri's market share began
to erode with new players entering the market. The new players also positioned their products
on the purity platform and Bisleri felt the need to differentiate itself from the crowd. In the
late 1990s, Bisleri launched its Pure and Safe ad campaign to convince the consumers that it
was the only pure and safe branded water in the market.
However, in 2000-01, Bisleri faced another challenge. The Cola majors, Pepsi and Coca-
Cola and the confectionery giant, Nestle, also entered the branded water market in India.
Pepsi and Coca-Cola had an established distribution network. Bisleri realized that with the
new players also clambering on to the purity plank, it had to reposition itself to arrest its
declining market share. In September 2000, Parle Bisleri launched its Play Safe ad campaign.
The company tried to add a fun element to Bisleri to rejuvenate the brand. The ultimate aim
was to increase Bisleri's turnover from Rs 4 billion in 2000 to Rs 10 billion by 2003.
Bisleri Feels the Heat In the early 1990s, the branded mineral water industry was worth Rs 3
billion, producing around 95 million litres in 1992. Parle Bisleri's Bisleri brand launched in
1971, was the leader with 70% market share. After 1993, the branded mineral water industry
saw some hectic activity. On an average, every three months, a new brand was launched and
another died.
In the late 1990s, many international brands were planning to enter the branded mineral water
market. According to some analysts, the main reason for the boom in branded water was the
fact that people were becoming more health and hygiene conscious. Branded mineral water
which sold in only 60 towns in 1993, was available in 250 towns in 1997. In 1998, Bisleri's
market share came down to 60%, while Parle Agro's3 Bailley had 20%. The remaining 20%
was shared by regional players. In 1998, the branded mineral water market had grown to a
424 million litre business, valued at Rs 4 billion.
There were 200 brands available in the country. In their bid to garner greater market share,
many companies, including Parle Bisleri tried to make quality and the purification processes
they used their unique selling proposition (USP). In 2000, the branded water market had
grown to Rs 7 billion. New players like Pepsi's Aquafina, Coca-Cola's Kinley and Nestle's
Pure Life entered the market. The market was segmented into premium, popular and bulk
segments (Refer Table I for the price range in different segments).

The premium segment was the least crowded with just four brands: French transnational-
Danone's Evian and Ferrarelle and Nestle's Perrier and San Pellagrino. The popular segment
was where most of the action was. Bisleri, Bailley, Aquafina, and Kinley were some of the
dominant brands in this segment. In the bulk segment (5, 12 & 20 litres), Bisleri was a major
player with Kinley and Aquafina staying out of this segment.
As product differentiation on the basis of quality became increasingly difficult, with each
company claiming that its brand was safe and pure, companies began to use packaging to
differentiate their products. Bisleri introduced a tamper proof seal in the 500 ml bottle.
However, analysts felt that Bisleri's efforts to reinforce its pure and safe image with a tamper
proof seal may not be all that effective as competitors also had similar tamper proof sealed
bottles. They felt that it was companies with strong distribution channels that would do well
in the long run. Pepsi's Aquafina was strongly placed because it had the backing of Pepsi's
distribution network in the country. In August 2000, Coca-Cola India launched its bottled
water brand, Kinley. Some analysts said that it would be difficult for Kinley to make a dent
in the branded water market in India because it was already overcrowded and highly
competitive. Commenting on Kinley's launch, Ramesh Chauhan (Chauhan), CEO of Parle
Bisleri Ltd said, "It will be tough for anyone to beat us in this game. We will remain market
leaders. By 2001, the mineral water market was worth Rs 10 billion and was growing at the
rate of 40% a year.
Kinley and Aquafina made inroads into the market and by March 2001, Kinley had a 10%
market share, Aquafina had 4% and the share of Bisleri had come down to 51%. By June
2001, Bisleri's market share was 47% and Aquafina and Kinley together accounted for over a
third of the market (Refer Table II). In 2001, both Kinley and Aquafina were making huge
investments in bottling plants and distribution. By 2002, Coca-Cola India planned to double
the number of water bottling plants to 16 and Pepsi announced that it would add seven more
plants to the existing five. In contrast, Bisleri had only 15 bottling plants and three
franchisees. Kinley had 500,000 outlets compared to Bisleri's 350,000. Analysts felt that
Kinley and Aquafina had an edge over Bisleri because of their strong distribution network.
However, one area in which Bisleri seemed to have an advantage over Kinley and Aquafina
was the bulk segment.
In 2000 Bisleri's 5 and 20 litres packs accounted for 20% of its sales. In 2001, the company
planned to have 75% of its sales from bulk packs of 5 and 20 litres. According to analysts the
bulk segment had vast potential, and was expected to grow fast. In 2000, 40% of the branded
water consumption was in eateries, homes and restaurants. Large shops and commercial
complexes were fast emerging as attractive targets for mineral water marketers and Bisleri
wanted to be the first to establish itself in the bulk pack segment.
Bisleri reportedly wanted to focus on the bulk segment because Pepsi and Coca-Cola seemed
to be strong in the retail segment and would take some time to strengthen their presence in
the bulk segment. Said Vibha Paul Rishi, executive director (marketing), of Pepsi, "The bulk
segment is not our core strength, so we would like to confine Aquafina to the retail segment
for the time being.” To strengthen its presence in the bulk segment, Bisleri was investing
heavily on marketing and distribution.
According to some analysts the competition between Pepsi and Coca-Cola in India would
shift to branded mineral water. With the cola market having remained stagnant for the past
few years, the branded water market, with 40% growth would be an attractive option for
these companies. Coca-Cola planned to invest Rs 700-750 million in its water business by
2005 and Pepsi around Rs 800 million to Rs 1 billion. In 2001, Kinley contributed 5% to
Coca-Cola's revenues in India and Pepsi claimed that by 2002, Aquafina would contribute
7% of Pepsi's revenues in India.
1.2 INDUSTRY PROFILE:
Bisleri International Pvt. Ltd. is a chief ISO 9001 BIS and W.H.O confirmed mineral water
Company in India and second most put stock in brand for icy refreshments in India. It is a
four-decade organization creating mineral water for India.
The significant rivals in the filtered water industry are: AQUAFINA, KINLEY, BAILLEY,
KINGFISHER, MC DONALD, and ROYAL CHALLENGE. Every one of these
organizations have sound rivalry between them.
Bisleri International Pvt. Ltd., Bangalore unit is a private segment whose head office is in
Mumbai. Basler’s real clients are Nokia, programming – organizations, Government
workplaces, Indian railroads, and family unit/basic – individuals.
So, rivalry between the organizations in the business is by all accounts solid. Bisleri controls
60% of the Indian piece of the overall industry in the bundled drinking water industry. What's
more, others have the staying 40% piece of the overall industry in the water business. India is
the tenth biggest filtered water customer on the planet. The business obligated expected
income of Rs. Ten billion (Rs1000 Cr).
Nowadays Indian's quickest developing modern parts. In the vicinity of 1999 and 2004.the
Indian filtered water showcase developed composite yearly development rate 25 percent – the
most astounding on the planet Per above a filtered water makers, the Indian filtered water
manufacturing is enormous even international gauges. There are more than 200 brands, about
eighty percent of the nearby.
A vast majority of the little scale makers offer non marked items and serve little markets.
Truth be told, making filtered water is today a bungalow industry in the nation. Take off
unaccompanied, wherever filtered water producer, in each standard and little city and even
some wealthy country regions there are filtered water makers pedals in each part.
Bisleri won't just buy tops from affirmed merchants, additionally fabricate their own
containers in – house. To be at with international principles, Bisleri have as of late obtained
the most recent best in class hardware which has helped us enhance bundling quality as well
as diminished crude material wastage and multiplied generation limit and guaranteed that is
drinking protected and unadulterated water once customer Bisleri.
Bisleri is allowed pollutions and 100% harmless- Like the honeyed perception virtue. Bisleri
always persists to achieve larger amounts of execution for which Jayanti lal Mohan lal
Chauhan has as of now packed away the perfection grant for their administration.
Bisleri positions higher than numerous notorious brands, and has as of late gotten second
most trusted brand grant in icy refreshments after GLUCON-D. Dedication to offer each
Indian unadulterated drinking water.
Bisleri water is set complete different phases refinement, ozonized and at long last pressed
for utilization. Thorough Research and development of rigorous value panels devises
completed marketplace to filtered water fragment. Stringent cleanliness situations are kept up
happening all plants.

BISLERI INTERNATIONAL PVT LTD.AT GLANCE:

1.3 VISION, MISSION, OBJECTIVE & GOAL :
VISION:-
A goal description of association might want accomplishment or finish in the mid-term long
haul future. It is strategic to fill in as a unique guide for picking present and upcoming
strategies. The water green insurgency started eager dream: and Indian in which each
individual has continuous access to experimentally cleaned and braced intake water,
independent of land hindrances financial impediments.
MISSION:-
A composed report of a memory's Centre reason and Centre that classically stays intact after
some time. Appropriately created reports of determination are, Fill in as channels to separate
what is critical from what is definitely not. Unmistakably State Which Marketplaces served
and how. Also, impart a sensation of planned bearing to the full association. The water green
upheaval urges us to develop persistently, to give each Indian access to logically
decontaminated and strengthened drinking water that is promptly accessible and effectively
reasonable; and to bolster activity that restore the world's normal well-springs of unblemished
consumption water.
QUALITY POLICY:-
Offering some incentive and fulfilment to our client on item and administrations. Keeping up
convenient conveyance and aggressive. Accomplishing it through methodical preparing and
advancement and inspiration of all representatives. Making great condition and solidarity in
the association
1.4 PRODUCTS AND SERVICES :
PROFILE OF BISLERI:
PRODUCT:
We at Bisleri esteem our client and in this way have created 8 one of a kind box proportions
ensemble in essential of the each person. The available in 250ML mugs, 250ML containers,
500ML, IL, L, 2L and 51, and 20L are the returnable boxes.
Bisleri International pvt.ltd. Proposals Bisleri mineral water, each bead of Bisleri water is
sanitized according to universal guidelines to guarantee the experience dependably stays
immaculate and fulfilling for more.
It experiences many water treatment procedures, for example, chlorination that slaughters
microorganisms and to expel natural matter. Arkal channel to expels suspended matter and
turbidity, carbon channel that evacuate leftover chlorine and smells, turn around osmosis that
expels natural material and control add up to broke up solids' in the water.
Expansion of mineral and smaller scale filtration is accomplished with the end goal of
keeping up an adjusted mineral substance and certification's virtue.
Ozonation guarantees water microscopic organisms free for longer life Bisleri-Fizzy soda It is
another item presented by Bisleri in 2009 which has been generally welcomed in the market
1.5 AREAS OF OPERATION:
Since 1995 Mr. Ramesh Chauhan has extending Bisleri processes suggestively income will
repeated greater than 20 periods above a time of 10 years and normal development rate has
around 40% above retro.
By and by Bisleri is having 13 plants situated at Jagathpur (Cuttack), Ranchi (Jharkhand),
Chandigarh, channihimmath (Jammu), pantnagar (uttarpradesh), Hubsiguda (Hyderabad), and
vernasalcate (Goa). Andheri (Mumbai), Devanahalli (Bangalore), poonamalle (Chennai),
Ghaziabad (UP), Jaipur, Shivajimarg (Delhi) &11 establishments all over India.
Bisleri is hoping to set up four more plants in 2009-2010. Bisleri summon 60% piece of the
overall industry of the sorted out market. Overpowering prevalence "Bisleri" and way the
Bisleri Founded filtered water in India, had manufacturing Bisleri identical to mineral water
and an easily recognized name. When you consider sieved water, you think Bisleri.
The organization working every one of its exercises in residential organization just and now
it's wanting to go into worldwide operation.
1.6 INFRASTRUCTURE FACILITIES :
Bisleri has great infrastructural offices in all its operational zones. In Bangalore unit it is
secured with a zone of 12acre and organization mostly has 7 office, for example, stores
division, creation office, quality office, shipping office, HR office, promoting office and back
office, giving all offices to its representatives, the real offices gave are: Company has
provided restroom separately for both male and female employee.
 Company has given restroom independently to both male and female worker.
SECURITY AND FIREFIGHTING FACILITIES:
Bisleri International pvt.ltd. is having great office with security and having present day
offices to be prepared if there should be an occurrence of lire on the grounds that satisfactory
terminate lighting gadgets and preparing would be given to workers in cluster astute and
required number of security people are kept at each keeping in mind the end goal to give
security to both men and material security is given both at section entryway and furthermore
at leave door.
PROVIDES CANTEEN FACILITIES:
Sustenance which is fundamental need of individual is served in the organization throughout
the year at a sponsored rates and it likewise separates nutritious and clean nourishment. This
container additionally Tea/Coffee at any rate twice per day uninhibitedly.
WELFARE MEASURE AND FRINGE BENEFITS:
In the event that any mischance occurring at the workstation quick move will be make put
like guide boxes and so forth. Bisleri International pvt. Ltd. giving many advantages to the
labourers like reward, blessing, and motivating forces. The wages gave to the workers,
especially to the lower level may not be adequate to address their issue like therapeutic
youngsters’ instruction, maternity benefits and so forth., accordingly, administration of
different nations demand the businesses to give security to their representatives against the
social disasters. The welfare measure or offices impact the assessments of the laborers and
add to the support of modern peace and furthermore makes among the specialists that they
additionally the bucket of the business and they end up plainly settled and work all the more
successfully.
SAFETY MEASURE:
Adequate well-being measure are taken to keep away from mischances, wounds amid the
working hours by giving the accompanying security hardware to them.
Take all the necessary precautions : It is imperative to maintain the basic safety guidelines
which include wearing masks, washing/sanitising your hands regularly, maintaining social,
distance etc.
 Staying Hydrated, Efficient hydration helps boots your immune system and ensures
that the body can fight the virus. Regularly drinking water helps to oxygenate your
cells. When your cells have enough oxygen, they are working at their capacity, which
helps them guards your body against any foreign bodies that they try to enter, and
fight them if they do.
 While staying hydrated does not guarantee that one will not contract the novel
coronavirus, it is essential for boosting the immune system.
 Opt for bottled drinking mineral water; It is safer to rely on packaged drinking
mineral water, especially when the several people are present in one place. One of the
biggest advantages of choosing packaged drinking water is the convenience of
carrying it with you everywhere and having to worry about safety and cleanliness of
unknown water sources.
 During these unprecedented times, consuming water with additional nutrients and
minerals is beneficial for our immune system as the magnesium in the water lower
risks of cardiovascular diseases, and the calcium and potassium promote blood
circulation.
 Bisleri mineral water undergoes a 10 steps purification process and we ensure that the
water is devoid of chemical substances.
 Mineral such has potassium bicarbonate and magnesium sulphate are added to the
water, making it very good for your health.
 We can keep cases of 250ml Bisleri mineral water bottle and offer it to your guests.
1.7 COMPETITORS INFORMATION:
1.8 SWOT ANALYSIS:
STRENGHTS:
 Bisleri products are all around in the market, since the products is quick moving in
nature.
 Labours are easily available all around the market.
 Bisleri has an immeasurable plant and possess foundation which makes advantageous
for gigantic creation and capacityIt has viable brand mindfulness among the aggregate
section of the buyers.
 Bisleri is a No.1 filtered water organization in India having 60% of piece of the pie
and furthermore the most trusted brand No.2 for refreshments in India.
WEAKNESSES:
 Bisleri bombs in recognizes the need of enhanced promotion systems.
 Smaller brands influence the market of Bisleri by offering their items requiring little
to no effort to the retailers.
 Government controls thefiltration of water, where they can't cross the point of
confinement and deliver greater amount of water.
 Bisleri is putting additional endeavors in creating and enhancing the bundling
 Bisleri has yet to enhance brand faithfulness.
OPPORTUNITIES:
 Bisleri has a wide territory of system to improve its piece of the pie by abandoning its
real rivals.
 Demand for bundled drinking water is expanding step by step, because of which
bisleri is creating step by step.
 Since the products has great brand mindfulness, it can go for further extensions.
 25 New coming up suppressing plants are coming this year in India.
 Bisleri is entering into new markets outside India i.e. U.S, Europe and U.A.E.,
THREATS:
 Other brands contending the Bisleri products.
 They are losing the market in view of low net revenue proportion to the retailers.
 Delivering procedure is poor, where in time conveyance is unrealistic.
 Because of this reason contenders involve the market and activity calls-this prompts
diminish in deals and dispatches likewise descends.
 Scarcity of underground water source.
S- (STRENGTHS):
 Wide Market coverage
 Available of Labour
 Gigantic plant and it is capacity
 60% market share
O-(OPPORTUNITIES):
 Wide market territory
 Bisleri in demand
 Brand Extension
 25 New product plants
 International Markets
W-(WEAKNESSES):
 Need to enhanced promotion
 Increasing Competition
 Government controlsover water
filtration
 Brand Faithfulness
T-(THREATS):
 Other Brands
 Net revenue proportion to retailer is
low
 Poor delivering procedure
 Scarcity of underground water source
1.9 FUTURE PROSPECTUS ARE:
The future prospects of Bisleri is to produce mineral water with included flavors like
strawberry Flavor, guava enhance, pineapple flavor and some different flavors. Parle Bisleri
Limited is attempted a noteworthy extension plan to expand its assembling office as likewise
to extend the dispersion arrange.
The aggregate venture price is evaluated about Rs 260cr. Of this, Rs 60cr to be used to grow
the current assembling offices wherein the packaging limit will be multiplied to 200 mn case
for every day. Around Rs 200cr would be invested on expanding the dispersion organize 5
overlay throughout following 2 years.
Therefore, organization would have 100000 retail shops supported from an armada more than
5k vehicles.
The Parle Bisleri additionally plans in order to obtain reusing plants from the Japan, for its
containers, and set for no less than 2 such plants at Chennai & Delhi at the cost of Rs 5 crore
each by year-end.
Squashed bottles from various parts of the nation is transported to the 2 plants and high piece
of the compacted PET will go into assembling polyester yarn.
In spite of the fact that the organization arrangements to turn out to an IPO, 2 years down
line, the current capital use idea would get financed completely by assistant.
 CHAPTER.2:
RESEARCH METHODOLOGY:
2.1 STATEMENT OF THE PROBLEM
The study on brand awareness at BISLERI the study is conducted to know the extent up to
Which Bisleri brand name is reached to their customers and various factors which are have
effect on the process of creating brand awareness.
2.2 NEED FOR THE STUDY
 How the customers can differentiate the brand under diverse conditions.
 understand the prospective clients of an organization.
 To examine the unique medium through which the notice achieve highest number of
personalities in the market.
 The competition in the mineral water.
2.3 OBJECTIVES OF THE STUDY
 To study awareness level of customers towards Bisleri Product.
 To know the consumers brand preference.
 To study the market situation like brand awareness competition
 among various brands in mineral water.
 To study the consumers attitude regarding price, packing and purity
 of mineral water.
 To know why and when consumers make their purchase decisions
 with regards to mineral water.
HYPOTHESIS:
The research article has the following null hypothesis:
There is no significant difference between the four brands in the term of brand Equity .Brand
Equity, Aquafina=Brand Equity, Bisleri=Brand Equity, Oxyrich=Brand Equity, Kinley.

2.4. SCOPE OF THE STUDY

The packaged drinking water become one of the most basic things in this world as there is a
shortage of unadulterated water. Despite the fact that such a significant number of brands
came are the contender for Bisleri, however Bisleri is continuing its image an incentive by
fulfilling its buyers. Along these lines it is critical to break down what made the shoppers
faithful towards Bisleri and how they fulfilled their purchasers and as yet taking them with
them in their voyage.
2.5. RESERCH METHODOLOGY:
The appearance study is got intending to identify. The careful procedure which identify and
characterized topics, exclusive strong-minded boundaries. critical thinking is which recognize
variables and tests influences among them intelligible, so methods can be copied or realized
by others tentative, so choices depends on information collected reduce, the examines tiny
variety summed up to a huge populace replicable, the discovery in repeating it.
The examination engaged by Experimental Study plan. The kind of study combines
Qualitative and Quantitative methods.
Subjective experts mean to meet a categorized and ready understanding of social style and
justifications that oversee manner. The subjective idea discovers the choices creating, not
closely what, where, when. Later, lesser though involved examples are more frequently used
than extensive samples.
Quantitative research mentions to careful observational exploration of public marvels above
honest, scientific or mathematical statistics or computational organization
SAMPLING :
The information raised be grouped from Customers and Shops. A poll was organized then
meeting through Shops and Customers. A choice must opinion reserved regarding a sample
element before choosing quantity of tests. It might stay geometrical and additional person.
SIZE OF SAMPLE:
The quantity of things near stay preferred after limited formation to create sample estimate.
The study goes on 100 responses.
TOOLS AND INSTRUMENTS USED FOR THE STUDY:
The procedures receiving are:
 Primary data collection.
 Secondary data collection.
2.6 METHODS OF COLLECTION:
Information accretion is a mid of the road organize among information gathering and
examinations. Information accretion includes characterizations and synopsis with exact end
aim to make information agreeable to examinations. In managing the issue, once the sample
has been choosen the information’s must be collected from the example general public. They
can be broadly grouped into 2 classes.
Two wellsprings of collect information are detailed:
 Primary data information
 Secondary data information
PRIMARY DATA OF COLLECTION:
The primary information grouped stood the straight data which got done. Separate meetings
with the buyers and through reviews. This data offering the best. Key data construction
examinations of mutual gaining conduct consumers.
QUESTIONNAIRE TECHNIQUE:
The strategy for collecting information communicating and expressly appropriating review .
Accused is greatest nearly utilized system different prudent outlines. The plan is really
prominent, especially in the event of enormous request. A normal poll comprises various
inquiries masterminded and imprinted in clear request on a shape or an arrangement of
structures.
SECONDARY DATA OF INFORMATION COLLECTION:
Secondary Information required examination stood the data that gathered complete a different
broachers and leaflets on organization have given near amid the Examination.
RESEARCH DESIGN:
The review which has been use in the venture report is expressive condition.
DESIGN SAMPLE:
The specimen outline which has been use in this venture report is straightforward irregular
inspecting.
SAMPLING UNIT:
The choice has to regarding model element earlier choosing the sum of models. It is
geometrically glowing a specific, Bangalore constituency takes a geometrical element and
retailer as a specific unit.
2.7. LIMITATIONS OF THE STUDY
 The study is restricted to 100 respondents.
 The study is based on the response of respondents and it is assumed that they are
honest in their response.
 It is assured that the data provided by some of the respondents may by bios due to
unqualified employees.
 The study was limited to Bangalore plant only due to time constraint.
 Since to interview timings given were during working hours, the time sport with
respondents was less.
 CHAPTER.3:
3.1 LITERATURE REVIEW:
 (Kapferer/ 1986 Recommend that brand awareness could be comprehended from the
point of view of profundity and width. Width mean conclusion at the season of
procurement of item by shopper and profundity expectation to pine for how to force
clients to recall or perceive a brand without challenges.

 Rafi Jai Brand awareness is a definitive objective of most business is to expand deals
and salary. In a perfect world, you need to draw in new clients to your items and
support rehash buys. The essential goals to concentrate the brand awareness of "get it
data administrations" among little and medium scale ventures.

 Larry Percy and John R. Rossite, Article first published in: 6 SEP 2000: A model is
depicted that aides promoting procedure, based upon watchful regard for brand
awareness and brand disposition. In this module, a vital refinement is drawn between
acknowledgment brand awareness and review brand awareness. Brand state of mind
technique is viewed as mirroring a communication between a potential buyer's
inclusion with the buy choice and the basic inspiration to buy.

 Keller (1993) States that brand awareness is the vital part of the brand data edge of
reference in client apperception throwing cluster their capacities to perceive brand
under unmistakable conditions

 Laurent, kapferer and roussel (1995) Advanced three academic zone of brand
awareness in a predefined item sort. Unconstrained awareness, top of mind awareness,
helped awareness.  Gustafson & Chabot (2007) Analysed that brand awareness
consent on the most proficient method to advise contemporary and promising client in
course of the organization's item and administration.

 Hoeffler & keller (2002) Recommend that brand awareness could be comprehended
from the point of view of profundity and width. Width mean conclusion at the season
of procurement of item by shopper and profundity expectation to pine for how to
force clients to recall or perceive a brand without challenge

 Davis, Golicic & Marguardt (2008) Brings up that the item have more noteworthy
brand awareness yet extreme huge angle in brand awareness is brand name.
 Percy and Rossiter (1992) Concentrated that brand awareness can help clients to
recognize a brand from different item class and assemble buy conclusion.

 Hoyer & Brown (1990) Concentrated that brand awareness get an impressive control
on decision and can go before essential figure item class.

 Dodds, William B & Grewal D (1991) Broke down that brand awareness again
venture as a requesting specialist in client buy intention and some brand will cumulate
in clients cognizance to control client buy thought process .An item going with a
gigantic level of brand awareness will secure more prominent client needs since it has
more noteworthy component examination and piece of the overall industry.

 Aaker DA & Keller (1990) Referred to that brand with honourable picture and higher
awareness can advocate brand dedication to client and more prominent the brand
awareness, better buy aim and better brand trust.

 Dallolmo Riley FASC, Ehreberg .SB Castleberrs TP Barwise and NR Barnard (1997)
Concentrated that for top of mind review scope clients do note give distinctive answer
more often than not. Once more. Extraordinary levels of predictable conduct in
response have been recorded for various sign to deliver brand name reactions.

 Manternach L (2011) Supported that top of mind awareness incorporates a brand that
starts things out at the top of the priority list at all circumstances when a shopper
normally consider an item or an administration created by a brand.

 Hatch and schhultz (2009) Studied the character of varieties as remained fluctuating
over the history. They were a planned means to get and conserve customers.

 Wayne D. Hoyer and Steven P. brown (1990) Analysed the brand value reference and
shoppers chance discernment in store brands of nourishment items, store brands(SBs)
have at present turned out to be united in the sustenance advertise, have accomplished
a target quality like that of maker brands and an aggressive cost with brand
awareness.

 Gummesson (2002) Inspected one of the top objectives for any brand chief is to
fortify the connection between clients with brands .

 Kotler (2006) Analysed a brand includes measurements and separates an item

somehow from others items intended to full fill a similar need.
 Hawes and barnhouse (1987) Considered in a domain of this kind, it might be that
brands work uniquely in contrast to they do in the B2C markets. Specifically, the part
of brands in lessening the apparent danger of a buy is probably going to best more
grounded in light of the fact that purchasers confront two sorts of hazard: hierarchical
hazard and individual hazard.

 Ann Brewer and Jingsong Zhao (2010) Concentrated the motivation behind this paper
is to investigate the impact that an imminent pathway school subsidiary to vast far
reaching college in Sydney may have on the college's notoriety. Specifically, the
relationship of notoriety with inclination for a pathway school, brand awareness and
the sentiment of school brand are analyzed.

 Natalia Rubio, Javier oubina and Nieves Villasenor (2014) Brand awareness, brand
value reference shoppers chance discernment in store brands of nourishment items,
store brands (SBs) have at present turned out to be united in the sustenance advertise,
have accomplished a target quality like that of maker brands and an aggressive cost.
3.2 MARKETING STRATEGY:
It is complete objects indicated and an unbeatable plan designed specifically for attaining the
marketing objective of a firm. The marketing objective indicate what the firm want to
achieve. The marketing strategy provides the design for achieving them the linkage between
marketing strategies and over all corporate success is indeed direct and vital. Realizing the
marketing objectives is the purpose of two generic categories .
1. Price based
2. Differentiation based
PRICE BASED MARKETING STRATEGY:
The company starts 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 . it will
price its product to suit the varying competitive demands . it will be enjoying certain inherent
cost advantages , which permits it to resort a price based fight . the major forms where such
cost advantage can occurs are economies of sale , absolute cost advantages ,. Benefits of early
entry a large market share build over a time . it provides freedom in the matter of pricing but
after producing a particular product and getting stuck in the face of the competition , one can
not successfully opt for a price led strategy .
DIFFERENTIATION BAESD 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.
Right from technology, plant location to post sale and service a company can perceptibly
differentiate and many buyer values. Companies usually choose those functions , Which give
them the greatest relative advantage. Different firms adopts different strategy stances as their
situational design differ- Broadly strategy stances can be classified under three heads
OFFENSIVE STRATEGY:
1) Offensive Strategy also known as confrontation strategy , is a strategy of aggression.
A firm that is not presently the leader usually employs it, but it aspires to leadership
position in the Industry.

2) Defensive Strategy- The 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.

3) Niche Strategy- A firm pactising the niche strategy neither confronts other nor
defends itself. It cultivates a small market segment for itself with unique products /
services supported by a unique marketing mix.

FORMULATING THE MARKETING STRATEGY:

Formulating the marketing strategy consists of two main steps
1- SELECTING THE TARGETS MARKET:
 Age Group (10-80) middle and upper class.
 For all people seeking hygienic drinking water.
 Bisleri is the largest water brand in India which promises purity.

2-ASSEMBLING THE MARKETING MIX:

Assembling the marketing mix means assembling the four p’s of marketing in the right
combination. The firm has to find out how it can generate the best sales and profit. 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.
3.3 ADVERTISING CAMPAIGN OF BISLERI
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. 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.

AQUAFINA ADVERTISEMENTS IN CAMPARISION WITH BISLERI:

A drop-dead gorgeous body flexes its muscles on the screen. This starkly arresting black and
white image is then splashed with water. A voice-over informs you that 70 per cent of your
body is water. Why not give it the purest…. Aquafina Bottled water from Pepsi. This kind of
advertisement campaign used by the competitors is giving the company a tough time.
The competitor, Pepsi, is utilizing the brand image built by it and is again targeting the
“Generation X” maintaining the company image. It’s an unusual ad for this category. Till
now, most marketers have focused on educating the consumer on how bottled water is a safer
option, with the lead of course, taken by the popular national brand Bisleri. But Pepsi chose
to junk this approach and it could well afford to. Bisleri, after all, had already done most of
the hard work needed to build the bottled water category.
What Pepsi needed was to establish its brand in this crowded, fragmented market. Our task
was made easier because was made easier because Bisleri had concentrated on educating the
consumer, instead of building its own brand values," says Rohit Ohri, vice president and
client services director, Hindustan Thompson Associates Limited (HTA).
We wanted the imagery to position Aquafina as a youthful, premium and fun brand," says
Vibha Rishi, executive director, Pepsi. The idea, she says, was not to objectify bodies so that
one could drool over them. "Instead, we are talking about your body and the need for each
one to take care of his or her body." The ad copy, which spoke of the water content in our
bodies, was actually trying to establish how important water was to our well- being and how
we need to continuously replenish it. While the thinking was clear that the imagery had to be
built in and around purity, HTA did toy with a couple of other ideas and situations. Initially,
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 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," says Ohri.
So HTA adopted a minimalist approach and created a film with little clutter and no props,
which tried to capture the emotion of "feeling good about yourself'. While the film and the
imagery are completely the work of HT A, the strategic thinking comes from the Mother
Company in the US. Aquafina, in fact, is the largest-selling bottled water brand in the US
with a 12 per cent market share, and India is the first country outside of the US where
Aquafina is being bottled. Even in the US, the ad talks of the percentage of water in our
bodies, but the handling is a little more serious.
For example, the film will show an emotional moment where someone starts crying, and then
you will hear the voice-over, "85 per cent of your eyes are water. "There is no internal law
that forces us to follow the international positioning. But seeing the quality of thinking that
has gone into this, we decided to stay with this positioning, though the statements here are
quite different," explains Rishi. Aquafina, like all offering that come from the Pepsi stable,
also imbibes the core values of the mother brand. It addresses the Pepsi-user base, largely the
youth, and like Pepsi ,it is also being positioned as a hip brand.
But Aquafina is a lot that Pepsi is not. It is a little bit older, mature and affluent, and not as
mass based as Pepsi. Pepsi's role in the communication is that it is the source of credibility
for the product and, of course, establishes the youthfulness of the brand.
But Aquafina is a brand in its own right and with each piece of communication, its
personality will emerge," feels Ohri. But while Aquafina is being given a distinct identity, it
is also being targeted at the Pepsi consumer and is addressing their need for safe and reliable
drinking water. Will this not cannibalize Pepsi sales? "Water does eat into the cola market,"
agrees Rishi, "but we can't build a business for Pepsi based on people's lack of access to safe
drinking water.
How can any business be built on deprivation?" Both will have to co-exist and carve a market
out for themselves, and~ while Pepsi targets the 18-25 year olds, Aquafina also includes the
30-somethings together with the college crowd. Like Pepsi, Aquafina too is looking to
command a premium without being unaffordable.
It is being positioned as a premium product, not via pricing, but in imagery and packaging.
Priced at Rs. 10 in Delhi for a 750ml. bottle, it is priced marginally higher than the
competition that gives you one liter for Rs. 10. 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, it seems, from the one liter refined oil bottles in the market.
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. "It is ideal for an half-an-hour in the sun, one liter gets too bulky," says Rishi. Pepsi's
future plans at the moment don't include come up with size variants.
They have also ruled out the possibility of catering to the bulk market, which actually
constitutes 30 per cent of the total bottled water market that stands at 70 million liters
annually, and is growing anywhere between 30 and 50 per cent. Pepsi, obviously, is looking
for a big slice of this burgeoning market, but as Subroto Chattopadhyay, executive vice
president, marketing, Pepsi, says, "We have a building blocks approach, first we have to build
the brand, and then the volumes. Bisleri is tackling the situation by building the brand on the
purity plank.
Akin to brand building in soft drinks, an aggressive print-and-TV campaign is being backed
by hoarding, point-of-sale material, and every interface with the consumer is being used as an
opportunity to reinforce the message. For instance, all the vehicles used for supply have been
painted in bright blue, bear the Bisleri logo and sport catchy baselines like . "Play Safe".
3.4 PACKAGING AND DISTRIBUTION:
PACKAGING:
Variety is spice of life. 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. In order to cater to
the 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.
Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 lit, 20 lit. The 5 litre
bottles account for 35 % of sales showing a growing health concern among the Indian
society. 1 litre bottles account for 30% of the share . The 2 litres bottle introduced to slowly
and steadily replace the conventional 1 litre bottle. The 5 litre packs, launched in dec 1999 in
Goa, now available everywhere.
DISTRIBUTION:
It is obvious that availability holds the key to the market .For any product to be successful
the distribution system has to be really good. Large tracts of the country have not been
explored by the national brands, which explains the proliferation of smaller brands.
Bisleri’s strategy is to build a direct distribution system at an all India level that means
serious investment In company owned trucks and carts, this would make it the largest fleet
owner in the country. Bisleri has around 80,000 retail outlets in the country with about 12,000
each in the Delhi and Mumbai.
It is intended to be increased this no. to 10,00,000 in order to expand brands reach. The
company will invest approximately Rs.200 cr. to procure 2000 trucks and hire same no. of
sales people . the company plans to have its own distribution network in places where it has
its own plant .
3.5 MARKETING MIX (4Ps):
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.
Marketing Strategy of Bisleri analyses the brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like
product innovation, pricing approach, promotion planning etc. These business strategies,
based on Bisleri marketing mix, help the brand succeed.
Bisleri marketing strategy helps the brand/company to position itself competitively in the
market and achieve its business goals & objectives.
Let us start the Bisleri Marketing Strategy & Mix to understand its product, pricing,
advertising & distribution strategies:

PRODUCT:

The product strategy and mix in Bisleri marketing strategy can be explained as follows:
Bisleri is a packaged drinking water based out of India. Customer satisfaction and delight are
the main goals of Bisleri while complying to quality, value and innovation. The main product
in its marketing mix is its drinking water, and it's many variations. Other products include
Vedica, Soda, Urzza, Pop.
Bisleri is a mountain mineral water and it is available in range of pack size from 250 ml to
20 L. Out of all these packs, only 5L and 20 L packs are returnable. Vedica is procured from
underground streams traversing the bedrock and hence fortified with silica and free from and
microbial contamination. Higher pH of Vedica helps in acid neutralization and detoxification.
Bisleri Soda is carbonated water and used as an ingredient for preparing combination drinks.
Urzza is caffeine free energy drink fortified with essential vitamins. Pop is soft drink with
four innovative flavors; Lemonata, Pina Colada, Fonzo and Spicy, launched in 2016.
Bisleri also has range of non-consumable products in the basket. Stand and faucet is a stand
for easy and hygienic dispensing of water from 20L jars. Ice box is compact light weight
icebox made of durable plastic for domestic and commercial utility. Chotu cool is innovative
portable chargeable cooler. Bisleri also has high quantity facial wipes on offer.
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 under its brand name called
the Bisleri Soda 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. 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.
Bisleri was launched in Mumbai in 1965. Its corporate office is located in Mumbai. Later it
was acquired by Parle. Vedica is an exclusive product and available in North, West and South
India only. It is available in retail stores, restaurants, movie theaters, school-college canteens.
In India it is available in more than 200000 outlets. Thus, Bisleri has thoroughly penetrated
the market in all the regions and made it available. Bisleri has developed very strong supply
chain and distribution system. Bisleri has more than 15 manufacturing plants spread across
country. The company has its own network of distribution wherever they have manufacturing
plants. This allows seamless and controlled distribution of products. To distribute the
product, company has 2000+ trucks running on the rods and distributing safe water. Pop is
launched across India in different cities.
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.
 1.2 Ltrs Rs. 10/-
 2 Ltrs Rs. 20/-
 5 Ltrs Rs. 40/-

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.
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.

CONTENT OF THE CAMPAIGN:

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. 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.
3.6 COMPETITION IN THE MARKET:
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 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 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.
3.7. 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, 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.
3.8. 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, 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. 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.

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%). Drinking water filled
in hermetically sealed containers of various compositions, form, and capacities that is suitable
for direct consumption without further treatment
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 .
 CHAPTER.4:

DATA ANALYSIS INTERPRETATION:

Table 4.1. Showing the classification of respondents based on their gender.

Analysis:
The above table shows the classification of respondents based on gender 65% of males and
35%female.
Diagram 4.1 Showing the classification of respondents based on their gender.

Interpretation:
From the above survey it’s observe that most of the respondent are male respondents are
higher than female respondents.
Table 4.2.showing classification of respondents based on their age.

Analysis :
The above table shows 10% of respondent fall under the age group of below 18-22% of
respondent fall under the age group 18-25,20%of respondents fall under age group 26-
35,24% of respondents fall under age group 36-45 and rest of 24% of respondents fall under
the age group 46 and above category.
Diagram 4.2 Showing classification of respondents based on their age.

Interpretation:
From the above survey it’s observe that Majority of respondents fall under the age group 36-
45 above age, because this people are taking more care about health.
Table 4.3.showing classification of respondents based on their occupation.

Analysis:
The above statistical table shows that 30% of respondents fall under the category private job;
and 8%fall under the category government job; 40% fall under the category business/self-
employed; 12% of respondents fall under profession and rest of respondents i.e. 10%fall
under the category students.
Diagram 4.3 Showing classification of respondents based on their occupation

Interpretation:
From the above survey it’s observe that Majority of respondents fall under the category
business/self-employed, because they are the main target segments of the packaged drinking
water companies.
Table4.4 Showing the monthly income of the respondents

Analysis:
Out of 100 respondents it has been observed that 16% of the respondents have income less
than 5000-10,000, 24% of the respondents have income of Rs.10,001- 15,000, 44% of the
respondents have income of Rs.15,001- 25,000, and 16% 0f the respondents have income of
above 25,000 Rs.
Diagram 4.4 Showing the monthly income of the respondents

Interpretation:
From the above survey it’s observe that the majority of the consumers who are consuming
the Packaged Drinking water have family income of Rs.15, 001- 25,000 (44%).
Table 4.5 Showing classification of respondents based on his/her preferences about the
water source.

Analysis:
30% of respondents using purifier water, 25% of respondents using packaged drinking water
and rest of 45% of respondents using normal water.
Diagram 4.5 Showing classification of respondents based on his/her preferences about
the water source

Interpretation:
From the above survey it’s observe that Majority of respondents are using normal water.
Because due price mater and market availability so company has to look at this scenario.
Table 4.6 Showing the respondent’s first choice at the time of purchasing packaged
drinking water.

Analysis:
The table shows the respondent’s first choice at the time of purchasing packaged drinking
water, 80% of respondents prefers Bisleri, 8% of respondents prefers Aquafina, 9% of
responds prefers kingfisher and rest of 3% respondents prefers bailey.
Diagram 4.6 Showing the respondent’s first choice at the time of purchasing packaged

Interpretation:
From the above survey Majority of respondents prefers Bisleri packaged drinking water it
shows Bisleri is a very famous brand in the market and has good market base.
Table 4.7 Showing the classification of respondents based on their situations when they
prefer packaged drinking water

Analysis:
The above table showing the respondents preferring for packaged drinking water situations,
10% of respondents use occasionally, 35% of respondents use during journey, 30% of
respondents use for health concern, and 25% respondents use daily
Diagram 4.7Showing the classification of respondents based on their situations when
they prefer packaged drinking water

Interpretation:
From the above survey it is observed that Majority of respondents are used packaged water
during journey because of easy availability and brand name.
Table 4.8 Showing classification of respondents based on their brand selection
attributes

Analysis:
The above statistical data shows that important criteria used by respondents in selecting
product: 18% of respondents use price: 35% respondents use price; 45% respondents use
purity of water criteria and rest of respondents, 02% respondents packaging criteria.
Diagram 4.8 Showing classification of respondents based on their brand selection
attributes

Interpretation:
From the above survey it is observed that Majority of respondents use purity of water.
Because they are consider cleanness and health care factors.
Table 4.9 Showing classification of respondents based on their reasons for purchasing
Bisleri

Analysis:
The above statistical data shows the main reason of respondents in choosing Bisleri water,
50% of respondents use market availability, 20% of respondents use company name and 30%
of respondents use purity and taste of the water.
Diagram4.9 showing classification of respondents based on their reasons for purchasing
Bisleri

Interpretation:
From the above survey it is observed that Majority of respondents use Bisleri water
marketing availability purpose. Bisleri’s products are available more in market if compare
with other brands.
Table 4.10 showing the respondents based on product selection

Analysis:
Above the table showing response about the Bisleri products: 20% of respondents preferring
250ml bottle’s, 25% of respondents preferring 500ml bottles, 35% of respondents preferring
1 litter bottles, 205 of respondents prefer 20 litter cans.
Diagram 4.10 showing the respondents based on product selection

Interpretation:
From the survey it is observed that Majority of peoples preferring the one litter bottles
because it is easy to use with reasonable price also.
Table 4.11 showing classification of respondents based on their opinion towards the
price of bottle.

Analysis:
This table shows the opinion of respondents towards the price of the Bisleri water: 10% of
respondents think it is low: 40% of responds think it is moderate; 30% of respondents think it
is high and 20% of respondent think it is higher.
Diagram 4.11 showing classification of respondents based on their opinion towards the
price of bottle.

Interpretation:
From the survey it is observed that Majority of respondents think that the prices of Bisleri
water are moderate. Because Bisleri product price is reasonable with its quality
Table 4.12 showing classification of respondents based on their opinion toward
advertisement

Analysis:
The above statistical table shows the opinion of respondents towards the style and
advertisement. 10% of respondents it is excellent think it is excellent; 36% of respondents
think it is very good; 48% of respondents think it is satisfactory and rest of 6% think it is
unsatisfactory
Diagram 4.12 showing classification of respondents based on their opinion toward
advertisement

Interpretation:
From the survey it is observed that Majority of respondents think that the style and
advertisement of Bisleri is satisfactory because Bisleri developing creative advertisement and
marketing plans.
Table 4.13 showing classification of respondents based on their opinion towards purity
of Bisleri water.

Analysis:
The above table shows the opinion of respondents towards purity of Bisleri water; 50% of
respondents think it is excellent: 30% thinks it is very good; 15% thinks it is satisfactory and
rest of 05 % thinks it is unsatisfactory
Diagram 4.13 showing classification of respondents based on their opinion towards
purity of Bisleri water.

Interpretation:
From the survey it is observed that Majority of respondents think that the Bisleri water purity
is excellent because Bisleri maintaining very good quality policies and procedures.
Table 4.14 showing classification of respondents based on their opinion about
advertisement source

Analysis:
The above statistical table shows the opinion of respondents towards the advertisement
source of the products, 08% of respondents watching in newspapers 60% of respondents
watching in television; 12% of respondents watching in billboard and rest of 20%
respondents watch in online.
Diagram 4.14 showing classification of respondents based on their opinion about
advertisement source.

Interpretation:
From the survey it is observed that Majority of respondents think that TV ads are appreciable
compared to other sources. Bisleri Company has developed good marketing plans.
Table 4.15 showing classification of respondents based on their opinion about the best
competitor of Bisleri water in the market.

Analysis:
The above statistical data shows the opinion of the respondents about better competitor of
Bisleri. 2% of respondents think Kinley is better competitor; 105 of respondents think it is
Aquafina; 25% of respondents think kingfisher, and 40% respondents think local other brands
are giving more competition.
Diagram 4.15 showing classification of respondents based on their opinion about the
best competitor of Bisleri water in the market.

Interpretation:
From the survey it is observed that Kinley is the best competitor for Bisleri because 40% of
respondents think it is good brand in market and its quality conciseness.
 CHAPTER.NO:5
5.1 CONCLUSION:
It can be presumed that Bisleri is one such brand, which has entered the day by day life of the
buyers. Minerals is one such association where it is endeavouring here for its consumer
loyalty.
FACTS RELATED TO BRAND AWARENESS ARE AS FOLLOW:
 Bisleri Bottles for Change raises awareness about recycling and upcycling plastic
 Bisleri’s ‘Bottles for Change’ initiative creates awareness about proper plastic waste
disposal
As per the results Bisleri is considered to have better taste than that of the Kinley. On the
basis of the response collected from the 100 respondent we also concluded that Bisleri is the
most preferred brand among the consumer and they expressed their satisfaction on the basis
of the 9 parameters that we took into consideration for the consumer research.
Our general public comprises of heterogeneous individuals, their qualities, convictions,
demeanours are not quite the same as each other, a few people will give inclination for
quality and taste, some will give inclination for brand name, some will give inclination for ad,
and some will give inclination for price.
5.2 SUGGESTIONS:
1. Improve the promotional activities.
2. Maintain the reasonable prices.
3. More advertising of the product is needed.
4. Improve awareness among people about the importance of Mineral Water.
5. Save the product from duplication.
6. Maintain the same taste and quality.
7. Spread the distribution network to some more areas.
8. To make a good health.
9. Safety the packing
10. To maintain good quality.
11. More taste of water.
12. People can change them decision mineral water drinking.
13.Any where availability of Bisleri.
14. Almost all using the mineral water.
15. They do use people the mineral water is anything.
16. To decrease the ordinary branded mineral water.
5.3 FINDINGS:
1. From the survey conducted, it is found that consumers belong to Different occupations are
using Mineral Water.
2. From the survey I have conducted in Mumbai city, it is found that amajority of the
respondents are male and the rest are Female.
3. From the study conducted, it is clear that consumer's main reason"Why they have option
for Mineral Water is” Necessity, growingstandard of living, Fashion, awareness and growing
competition".
4. From the survey, we come to know that price and services areconsidered as the major
factors for option to a Particular Brand.
5. From the study we come to know that other brands like BISLERI, AQUAFINA, KINLEY
are mostly preferred by consumers.
6. From the study we come to know that most of the consumers feel theprices are reasonable.
7. From the survey conducted most of the consumers feel thatunreliability and irregular
supply of municipal water them sift to theconcept of "Mineral Water".
8. The survey reveals the awareness of consumers towards "MineralWater" which is a very
good opportunity for the manufactures.
9. The survey predict the growing need of "Mineral Water" in thecoming days and also the
level of competition to be faced.
5.4 RECOMMENDATIONS:
 On the basis findings and conclusion drawn from the consumer research we feel
that the company should take some concrete steps in order to overcome the
problem of declining market share. So, we have come up with the following
recommendations which we feel that, would help the company in overcoming its
weaknesses and compete with the competitors in a better way.

 As the consumer is very well aware and deeply attached to Bisleri so the
company’s advertisement should be focused on displaying benefits that its product
offers as compared to its competitors.
Also, availability plays an important role in making the brand more popular. Thus,
this aspect should be given importance and the company should penetrate deeper
into the Indian market through intensive distribution.

 As per the sales of 1 litre pack is the highest as compared to other sizes available
in the market, so we would recommend the firm to push this pack in the market as
much as possible, as well as encourage the consumers to buy the packaged
available in other sizes too, such as 100ml and 250ml to the price sensitive
consumers.

 Another area where it can focus and thereby increase the sales is household
consumers. It should somehow convince the consumers that packaged are more
safe and hygienic as compared to the water purified through Aqua guard. It should
make use of the emotional as well as rational appeal in its promotional campaign.

 During the research we found that the consumer avoid purchasing packaged water
because of the fear that it may be a duplicate one, so the company should come
forward and ensure, through their packaging or through their promotional
campaigns that their products are free from such duplicity.
 CHAPTER.6:

BIBLIOGRAPHY:
 Newspaper
 Book
 Magzine
 AAKER (1991). Measuring brand equity across product and markets. California
management rev. 38. p 57-67.
 AAKER D.A AND KELLER K.L (1990). Consumer evaluation of brand extensions.
Journal of marketing. 54(1), p 27-42.
 ANN BREWER AND JINGSONG ZHAO (2010). The impact of a pathway college
on reputation and brand awareness for its affiliated university in Sydney. International
Journal of Education Management. 24(5). p 34-47.
 CIZMEZCI AND ERCANT T (2015). The effect of digital marketing communication
tools in the certain brand awareness. Journal housing companies. 10(4). p 149-161.
 CIZMEZCI AND ERCANT T (2015). The effect of digital marketing communication
tools in the certain brand awareness. Journal housing companies. 10(4). p 149-161.
 DALLOLMO RILEY F.A.S.C & EHRENBERG S.B CASTLEBERRY, T.P
BARWISE AND NR BARNAD (1997). The variability’s of attitudinal repeat rates,
international. Journal of research on marketing. 14(1) p 457-500.
 CHAPTER.7:
APPENDIX:
QUESTIONNAIRE:
Dear sir/madam, I am Sharma Pooja Shankar, a student of final year BMS (Marketing) at
Thakur Shyamnarayan Degree College , I am doing survey on Brand awareness practices of
Bisleri International Pvt.Ltd., I am need of some information. I would be obligated if you
could provide me with some of your valuable time answer to a few question.
The information you give shall be used for education purpose only.
 Gender
o Male
o Female

 Age
o 18 to 20
o 20 to 25
o 25 to 30
o above 40

 Occupation
o Private job
o Government Job
o business
o profession student

 Income per month

o 5000 to 10000
o 10001 to 15000
o 15001 to 25000
o Above 25000

 What is your preferences about the water source?

o Purifier water
o Normal water
o packaged drinking water

 What is the first company that comes to mind when you think about packaged
drinking water?
o Bisleri
o Aquafina
o Kinley
 o other

 When do you prefer packaging drinking water?

o Occasionally
o During journey
o Health concern
o Daily

 Which are the major attribute impacts more in purchasing Bisleri?

o Promotion activities
o Price
o Purity of water
o Packaging

 What’s there reason for purchasing Bisleri?

o Market availability
o Company name
o Purity and taste

 Which size of Bisleri water bottle do you prefer more?

o 250 ml
o 500ml
o 1ltr
o 5ltr

 What is your opinion about price of Bisleri products?

o High
o Reasonable
o Low
o Very low

 What is your opinion about the advertisement of Bisleri?

o Excellent
o Very good
o Satisfactory
o Unsatisfactory

 Where have you seen Bisleri advertisements?

o Online
o Television
 o Newspaper
o Billboard

 According to your opinion which company do you think best the competitor Bisleri
water in the market?

o Kinley
o Aquafina
o Kingfisher
o Other