RESEARCH PROJECT REPORT

(BBA-2603)
On

A STUDY OF CONSUMER BEHAVIOR

TOWARDS BISLERI IN LUCKNOW
TOWARDS PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

School of Management, Babu Banarasi Das University,

Lucknow

Guide By :- Submitted By:

Mr.Shachi Karker
Neha Yadav Geetansh Arora
Chirag Ranjan

Roll No:- 1200671140

1180671136

Session 2022-2023

School of Management

Babu Banarasi Das University

Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.), India

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 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for the people who

were part of this research report in numerous ways and people who gave unending support right from

the stage the project was started, appreciated and encouraged when being depressed.

In this context I would like to express my gratitude towards my parents and family members who

have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards faculty g uidMs. Neha Yadav f BBDU, LUCKNOW for

extending the support towards the completion of the Research Report.

And finally I would like to thank my friends for their unending support,

(Mr. Chirag Ranjan)

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INTRODUCTION

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 INTRODUCTION

Consumer Behaviour

Consumer behavior is the study of when, why, how, where and what people do or do

not buy products. It blends elements from psychology, sociology, social psychology,

anthropology and economics. It attempts to understand the buyer decision making

process, both individually and in groups. It studies characteristics of individual

consumers such as demographics and behavioral variables in an attempt to understand

people's wants. It also tries to assess influences on the consumer from groups such as

family, friends, reference groups, and society in general. Customer behaviour study is

based on consumer buying behaviour, with the customer playing the three distinct roles

of user, payer and buyer. Relationship marketing is an influential asset for customer

behaviour analysis as it has a keen interest in the re-discovery of the true meaning of

marketing through the re-affirmation of the importance of the customer or buyer. A

greater importance is also placed on consumer retention, customer relationship

management, personalisation, customisation and one-to-one marketing. Social

functions can be categorized into social choice and welfare functions. Each method for

vote counting is assumed as a social function but if Arrow’s possibility theorem is used

for a social function, social welfare function is achieved. Some specifications of the

social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity,

homogeneity and weak and strong Paretooptimality. No social choice function meets

these requirements in an ordinal scale simultaneously. The most important

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characteristic of a social function is identification of the interactive effect of alternatives

and creating a logical relation with the ranks. Marketing provides services in order to

satisfy customers. With that in mind, the productive system is considered from its

beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et

al., 2009).

Belch and Belch define consumer behavior as 'the process and activities people engage

in when searching for, selecting, purchasing, using, evaluating, and disposing of

products and services so as to satisfy their needs and desires'.

Consumer Behavior is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services, experiences, or

ideas to satisfy needs and the impacts that these processes have on the consumer and

society. It blends elements from psychology, sociology, social anthropology, marketing

and economics. It attempts to understand the decision-making processes of buyers,

both individually and in groups such as how emotions affect buying behavior. It studies

characteristics of individual consumers such as demographics and behavioral variables

in an attempt to understand people's wants. It also tries to assess influences on the

consumer from groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer

playing the three distinct roles of user, payer and buyer. Research has shown that

consumer behavior is difficult to predict, even for experts in the field. marketing is an

influential asset for customer behavior analysis as it has a keen interest in the

rediscovery of the true meaning of marketing through the re-affirmation of the

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importance of the customer or buyer. A greater importance is also placed on consumer

retention, customer relationship management, personalization, customization and one-

to-one marketing. Social functions can be categorized into social choice and welfare

functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility

theorem is used for a social function, social welfare function is achieved. Some

specifications of the social functions are.

decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak

and strong Pareto optimality. No social choice function meets these requirements in an

ordinal scale simultaneously. The most important characteristic of a social function is

identification of the interactive effect of alternatives and creating a logical relation with

the ranks. Marketing provides services in order to satisfy customers. With that in mind

the productive system is considered from its beginning at the production level, to the

end of the cycle, the consumer (Kioumarsi et al., 2009).

In the late 1990s, Bisleri launched its Pure and Safe advertisement campaign to

convince the consumers that it was the only pure and safe branded water in the market.

Bisleri realized that with thenew players also clambering on to the purity plank, it had to

reposition itself to arrest its declining market share.

Parle Bisleri launched its Play Safe advertisement campaign. The company tried to add

a fun element toBisleri to rejuvenate the brand. The ultimate aim was to increase

Bisleri's turnover from Rs 4 billion to Rs10 billion in few coming years.

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Parle Bisleri tried to make quality and the purification processes of water as their unique

selling proposition (USP)

The competitive strategy used by Bisleri was product differentiation. Bisleri had used

packaging to differentiate their products, for that it had introduced a tamper proof seal in

the 500 ml bottle..

In the late 1990s, Parle Bisleri launched an advertisement campaign to create a distinct

brand image-'There is just one Bisleri.' Hoardings and point-of-sale promotion material

backed an aggressive print-and-TV campaign, and every interaction with the consumer

was used as an opportunity to reinforce the message that Bisleri was "pure and safe."

Lately, Bisleri decided to penetrate every possible segment of the market by introducing

more pack sizes and to establish the brand strongly with trendy packaging. In 2000,

Bisleri launched the 1.2 litre pack. Thisadded to the five pack sizes that Bisleri had (500

ml, one, two, five and 20 litres). The new pack was pricedat Rs 12. Bisleri also launched

smaller packs like the 300 ml cup. This 300 ml cup was targeted at large gatherings like

marriages and conventions.

Bisleri also planned to target the soft drinks market, the company was confident that by

2003, the water business would grow at the cost of the soft drink market. Bisleri planned

to target the soft drinks market by adding a fun element to the product.

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Finally, Bisleri launched its Play Safe advertisement campaign. The advertising

campaign saw a shift in positioning from "pure and safe" to "play safe."

NO, Bisleri’s new positioning will not help it in achieving its ambitious targets due to the

following reasons:

New entrants into the branded water market like Pepsi and Coca-Cola were equally

aggressive in marketing their brands. They will be dominating in most of the segments.

Most of the analysts felt that with the cola giants shifting their focus to branded water in

India, Bisleri would be the worst sufferer. Others felt that given the pace at which Kinley

and Aquafinawere eroding Bisleri's market share, 2003 could be too late for Bisleri to

touch the turnover of 10million.

Since long, the branded water sector had largely been dominated by Bisleri (with almost

70% market share).The market is segmented into three segments: Premium, popular &

bulk. But this whole scene changed inthe 1990's. New players like Pepsi's Aquafina,

Coca-Cola's Kinley and Nestle's Pure Life have entered into themarket giving Bisleri a

tough competition. In 2000, the branded water market had grown to Rs 7 billion.

Qualitybeing the prevalent factor, the companies started different kinds of packaging to

differentiate their products. As of latest trends, there is intense competition going on in

the market. Companies are investing heavily into their marketing and advertising

strategies so as to differentiate their product in the market. They also have to take

careof various factors into account like improved supply chain/distribution networks of

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the existing players like Pepsi & Coca cola. Apart from this, the branded water is now

available in various quantities viz. 500 ml, 1 l, 2 l etc. Also, the bottle size & packaging

has become the deciding factor in this market. Total bottled market has a size of Rs11-

12bn of this around Rs7bn is in the hands of organized sector and rest iswith

unorganized sector. In the organized sector Bisleri is the market leader with 45% market

share followed by Bailey with 23-24% market share. PepsiCo and Coca-Cola too have

market share in the range of 8-9% individually. Rest of the organized market is well

distributed among small regional players. The market for the past three years has been

growing at unimaginable rates of more than 80%, this can be explained on account of

the lower base of previous years. The Rs 1,000 crore branded packaged water market,

which was once synonymous with the desi Bisleri, is now witnessing intense competition

with multinationals entering the fray, according to a survey by ORG-MARG.

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Black box model
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX BUYER'S

RESPONSE

Marketing Environmental Buyer Decision

Stimuli Stimuli Characteristics Process

Product Economic Attitudes Problem Product choice

recognition
Price Technical Motivation Information Brand choice
search
Place Political Perceptions Alternative Dealer choice
evaluation
Promotion Cultural Personality Purchase Purchase timing
decision
Lifestyle Postpurchase Purchase
behavior amount

The black box model shows the interaction of stimuli, consumer characteristics, decision

process and consumer responses. It can be distinguished between interpersonal stimuli

(between people) or intrapersonal stimuli (within people). The black box model is

related to the black box theory of behaviorism, where the focus is not set on the

processes inside a consumer, but the relation between the stimuli and the response of
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the consumer. The marketing stimuli are planned and processed by the companies,

whereas the

environmental stimulus are given by social factors, based on the economical, political

and cultural circumstances of a society. The buyers black box contains the buyer

characteristics and the decision process, which determines the buyers response.

The black box model considers the buyers response as a result of a conscious, rational

decision process, in which it is assumed that the buyer has recognized the problem.

However, in reality many decisions are not made in awareness of a determined problem

by the consumer.

Information search

Once the consumer has recognised a problem, they search for information on products

and services that can solve that problem. Belch and Belch (2007) explain that

consumers undertake both an internal (memory) and an external search.

Sources of information include:

• Personal sources

• Commercial sources

• Public sources

• Personal experience

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The relevant internal psychological process that is associated with information search is

perception. Perception is defined as 'the process by which an individual receives,

selects, organises, and interprets information to create a meaningful picture of the world'

The selective perception process

Stage Description

- Selective exposure consumers select which promotional messages they will

expose themselves to.

- Selective attention consumers select which promotional messages they will pay

attention to

- Selective comprehension consumer interpret messages in line with their beliefs,

attitudes, motives and experiences

- Selective retention consumers remember messages that are more meaningful or

important to them

The implications of this process help develop an effective promotional strategy, and

select which sources of information are more effective for the brand.

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WATER, WATER EVERYWHERE

Water - the Beverage your Body Needs Most

When we were kids in school, we learned that each molecule of water is made up of two

hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up

our squirt guns with water, at least until the principal caught us. What we really didn't

learn, however, was how much water we needed in order to be healthy human beings.

West Europeans, south Asians and Japanese live in the most densely populated regions

of the globe and worry constantly about the quality of their drinking water drawn from

rivers and lakes. Most is polluted and unfit for human consumption. In North

America, people never worried about water quality and safety until early 1970’s and

restaurants always provided iced water free. Some still do. Then came Perrier, the

French mineral water emphasizing how restaurateurs could increase their revenues by

replacing iced water service with bottled water. Restaurateurs never miss an opportunity

to increase their profits, and soon studies started to surface claiming that serving iced

water was costly and no one benefited. Many restaurants started serving automatically

bottled water, and charged outrageous amounts i.e $ 3.50 for 300 ml. These days, a

750 ml bottle goes for $ 10.- in some restaurants, plus applicable taxes and tip!

Meanwhile, the word savvy bottled water marketers started circulating the myth that

drinking bottled mineral water is safer, never mentioning what their studies were

comparing.

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It is said that the inhabitants of seven cities between Switzerland and the Netherlands

consume the water of the Rhine River. In these parts people drink beer, wine, bottled

water or fruit juices and shun tap water. North Americans have recently begun to drink

bottled water, but already the distinction between spring water, mineral water, and

filtered tap water is blurred beyond redemption. Spring water must come from a natural

springs with proven purity of contaminants; mineral water must contain 2000 parts per

million in minerals; and filtered tap water means just that. Europeans always preferred

mineral water or eau de source (spring water) since their rivers were polluted a long

time ago. Now considerable efforts are made to clean all major European Rivers. The

Rhine River, the Thames, the Loire are clean enough to allow several species of fish to

thrive.

As always, large companies with considerable cash reserves dominate the market.

Groupe Danone, a French conglomerate, markets Evian, Volvic and Crystal Springs;

Nestle, a Swiss food multinational with headquarters in Montreux markets Perrier,

Nestle Pure Life and San Pellegrino. Not to be outdone soft drink giant Coca-Cola joined

the cause with filtered tap water and positioned their brand as pure, safe, lifestyle water.

Coca Cola markets Dasani and Pepsi Cola Aquafina. When it comes to mineral water,

Voss (Norway); Tynant (Ireland); Vitel, Cathledon, Volvic, (France);

Appolinaris (Germany), Spa (Belgium); Gasteiner (Austria); San Benedetto, San

Pellegrino, Aqua di Nepi, Lete (Italy), Ramlosa (Sweden);Borsec (Romania) stand out.

They display distinct taste profiles that spring and filtered waters lack, but tend to be

more expensive. When it comes to consumption, Canadians consume approximately 30

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litres per capita, Italians 158 litres, French 133, Dutch 119, Germans 101 and

Americans 76. The low per capita consumption can be attributed to the illusion that tap

water is safe. In reality, only large cities control tap water quality regularly and vigorously

and treat it appropriately for safety. In small communities, scarce financial resources

and lacking expertise often make tap water safety questionable. Since the introduction

of PET bottles (polyethylene terephate) bottled water consumption increased by 16

percent in five years and continuing growth of the market is forecast by the Canadian

Bottled Water Association in Richmond Hill, Ontario. The question for restaurant patrons

remains whether to ask for bottled or mineral water, or demand ice water.

It all depends on the situation. You can ask politely for ice water, if that is what you

prefer, or a glass of wine, or beer. The cost is almost the same for all the three, or you

can complain to management that prices charged for bottled water are ridiculous as is

the case with wine.

INFORMATION EVALUATION

At this time the consumer compares the brands and products that are in their evoked

set. How can the marketing organization increase the likelihood that their brand is part

of the consumer's evoked (consideration) set? Consumers evaluate alternatives in

terms of the functional and psychological benefits that they offer. The marketing

organization needs to understand what benefits consumers are seeking and therefore

which attributes are most important in terms of making a decision.

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Purchase decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase

decision. Sometimes purchase intention does not result in an actual purchase. The

marketing organization must facilitate the consumer to act on their purchase intention.

The provision of credit or payment terms may encourage purchase, or a sales

promotion such as the opportunity to receive a premium or enter a competition may

provide an incentive to buy now. The relevant internal psychological process that is

associated with purchase decision is integration.

Postpurchase evaluation

The EKB model was further developed by Rice (1993) which suggested there should be

a feedback loop, Foxall (2010) further suggests the importance of the post purchase

evaluation and that the post purchase evaluation is key due to its influences on future

purchase patterns.

BUYING

• In the securities market it refers to a process by which the buyer of securities,

whose seller fails to deliver the securities contracted for, can 'buy in' the

securities from a third party with the defaulting seller to make good.

• In poker it signifies the up-front payment required to participate in a given game

or tournament.

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 • In management and decision making, buy-in (as a verb or noun) signifies the

commitment of interested or affected parties to a decision (often called

stakeholders) to 'buy in' to the decision, that is, to agree to give it support, often

by having been involved in its formulation.

Securities market use

On the English stock exchange, a transaction by which, if a member has sold securities

which he fails to deliver on settling day, or any of the succeeding ten days following the

settlement, the buyer may give instructions to a stock exchange official to "buy in" the

stock required. The official announces the quantity of stock, and the purpose for which

he requires it, and whoever sells the stock must be prepared to deliver it immediately.

The original seller has to pay the difference between the two prices, if the latter is higher

than the original contract price. A similar practice, termed "selling out," prevails when a

purchaser fails to take up his securities.

The practise is not limited to the UK Stock Exchange but is found in various forms on

most stock exchanges. The rules vary according to the local regulations, and the party

which fails to deliver is usually penalised and may even be suspended..

Alternatives to short selling available on the SGX :

1. Borrow the share and proceed to sell a stock.

2. Buy a put warrant

3. Short a CFD.

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 4. Sell a Single Stock Future (SSF) in the futures market.

COMPETITION IN 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.

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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

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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.

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.

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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

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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

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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.
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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 organ chlorine

and organ phosphorus pesticides from least to most contaminated as-

Aquafina Macblue

Bailley Kinley

Seagull Sheetal

Bisleri Brilliant

Bally Apurva

THE DIFFERENTIATION BASED STRATEGY

marketing strategy based on differentiation works on the principle that any aspect of the offer and

any activity of the firm can be made distinctive compared with the competiting offers. 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-

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Broadly strategy stances can be classified under three heads-

Offensive Strategy-

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.

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.

Niche Strategy-

A firm practicing 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 STRATEGY-

Formulating the marketing strategy consists of two main steps-

1- Selecting the target market-

It does not fully bring out the import of the inseparable linkage between the two. When the

selection of the target market is over an important part of the marketing strategy of the firm is

already determined, defined and expressed.

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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.

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

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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.

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ADVERTISING CAMPAIGN OF BISLERI

Every brand needs a good advertising 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 milkman 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.

29
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.

30
CURRENT MARKET SCENARIO”

A few years back, the mineral water market had been crawling at the rate of 3-4%, or even a

lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF bottles. But

increasing cases of typhoid and other waterborne diseases began to be reported. In addition to

this, liberalization happened and the mineral water industry began to be stirred and shaken. The

market started growing an astounding rate of over 100% per annum. The fact that there were

very few players in the market meant that their business grew by leaps and bounds.

The market today has grown to Rs11bn. The organized sector -- branded mineral water -- has

only Rs5bn of market share. The rest is accounted for by the unorganized sector, which is

dominated by small regional players. The market is still growing – at a rate greater than 80% per

annum.

In the branded segment, Parle’s Bisleri is the market leader with a share of more than 45%. Parle

Agro’s Bailley comes a close second with market share of 15%. Other major players in the

market are Yes of Kotharis, Ganga of T-Series, Himalayan, Hello, Nestlé’s Pure Life, Pepsi’s

Aquafina, Coca-Cola’s -Kinley Prime, and Florida etc.

Sensing the opportunity that this segment holds, MNCs began to draw up plans to enter the
market.

Today the market is proving to be yet another battlefield for an ongoing battle between the Desi’s

and MNC’s. Last year the industry had around 170 brands. This figure is over 300 presently. The

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

Nestlé’s Perrier, Herbert sons and Danone International.

31
India’s largest packaged water company Bisleri International Pvt. Ltd is to enter value-added

water business. The company will launch flavoured packaged drinking water in the country by

March next year.

“We are conducting research and development with at least 12 fruit flavours, such as nimbu

paani, strawberry and orange, for flavoured water. We aim to launch it by March next year,” said

Ramesh Chauhan, chairman, Bisleri.

According to Datamonitor Plc., a UK-based consumer research firm that tracks various sectors in

India, the flavoured water market was estimated to be around $50 million (Rs196 crore) in 2006

and is expected to grow to $70 million by 2010.

With the move, Bisleri aims to strengthen its position in a space in which other leading beverage

companies have also evinced interest. Companies such as Coca-Cola India Inc., PepsiCo India

Holdings Pvt. Ltd and Tata Tea Ltd, also plan to enter the flavoured water business. So far, there

is only one prominent player, DS Foods, in the segment. Its brand, Catch, is priced at Rs30. “The

flavoured water market is still at a nascent stage in India. Higher price, limited products and

alternative home-made products are some of the barriers for the growth of this segment,” said

Puneet Bansal, senior analyst with Datamonitor.

Bisleri’s focus on premium segment, however, is part of its strategy to tap higher-margin

opportunities in the packaged water business. Last year, it had launched a premium water brand

Mountain Water, which currently contributes 25-30% to its total sales. The company plans to

launch this brand in Europe soon.

32
“We are in talks with several distributors in Europe to launch our premium water there. The deal

is expected to go through by December this year,” said Chauhan. The company also plans to

tweak its packaging and look to give it an international appeal and compete with biggies such as

Nestle and Groupe Danone.

The moves, said Chauhan, are aimed at trebling Bisleri’s sales from around Rs300 crore now, to

Rs1,000 crore by 2009. To push its sales, the company is also planning to double its distribution

network from 800 distributors this year to around 1,500 in the next six months. Also, the

company plans to double its capacity of one million bottles a day through adding more contract

packers and upgrading its bottling capacity.

Meanwhile, the company continues to rule the conventional bottled water segment. It said that

for October, it registered sale of 2.66 million cases across the country against 1.79 million cases

sold in the same month last year.

Chauhan also dismissed speculation that he may sell out his water business.

He said Bisleri was doing well and he had no plans to sell it out.

“We might have sold our carbonated brands, including Thums-Up, Limca and Gold Spot, due to

a lack of choice. But, now I am in a position to build and sustain Bisleri and will not sell it at any

cost,”he added.

33
COMPANY PROFILE

34
 COMPANY PROFILE

BISLERI

35
 Bisleri Ltd.

Founded 1965

Headquarters Mumbai, India

Key people Felice Bisleri (founder)

Ramesh J. Chauhan (Chairman Bisleri International

Pvt.Ltd.)

Products bottled water

Parent Bisleri Bisleri Ltd

Website Official Website

Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged

drinking water in India.

36
It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5

litre, and 20 litre. Its operations run throughout the subcontinent of India and is one of

the leading bottled water supplying companies in India. As of 2007[update], Bisleri has 8

plants & 11 franchisees all over India.

Composition

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

• 160-TDS

• 7.2-ph factor

• 13.6-Calcium

• 22-Chlorides

• 58-Bicarbonate

• 7.8-Magnesium

• 2-Nitrate

• 19.3-Sulphates

• 66.1-Hardness

History

Bisleri was originally an Italian company created by Felice Bisleri, who first brought the

idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass

bottles in two varieties – bubbly & still in 1965. Bisleri bought over Bisleri (India) Ltd. in

1969 and started bottling water in glass bottles under the brand name ‘Bisleri’. Later

37
Bisleri switched over to PVC non-returnable bottles & finally advanced to PET

containers. In 1995 Ramesh J. Chauhan started expanding Bisleri operations. In 2003

Bisleri announced its venture to Europe.

The brand name Bisleri is so popular in India that it is used as generic name for bottled

water.

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in

two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This

company was started by Signor Felice Bisleri who first brought the idea of selling bottled

water in India.

Bisleri bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass

bottles under the brand name 'Bisleri'. Later Bisleri switched over to PVC non-returnable

bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations

substantially and the turn over has multiplied more than 20 times over a period of 10

years and the average growth rate has been around 40% over this period. Presently we

have 8 plants & 11 franchisees all over India. We have our presence covering the entire

span of

India. In our future ventures we look to put up four more plants in 06-07. We command a

60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the

fact that we pioneered bottled water in India, has made us synonymous to Mineral water

& a household name. When you think of bottled water, you think Bisleri.

38
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to

suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml,

1L,

1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.

Till date the Indian consumer has been offered Bisleri water, however in our effort to

bring to you something refreshingly new, we have introduced Bisleri Natural Mountain

Water - water brought to you from the foothills of the mountains situated in Himachal

Pradesh.

Hence our product range now comprises of two variants : Bisleri with added minerals &

Bisleri Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is

put through multiple stages of purification, ozonised & finally packed for consumption. .

Rigorous R&D & stringent quality controls has made us a market leader in the bottled

water segment. Strict hygiene conditions are maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases performs & caps

only from approved vendors. We produce our own bottles in-house. We have recently

procured the latest world class state of the art machineries that puts us at par with

International standards. This has not only helped us improve packaging quality but has

also reduced raw material wastage & doubled production capacity. You can be rest

assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is

free of impurities & 100% safe. Enjoy the Sweet taste of Purity !

39
Genesis

The name that epitomizes mineral water today was first introduced in Mumbai in the

early 60's. In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of

selling bottled water in India. His company Bisleri Ltd. offered mineral water in two

variants - bubbly and still.

In 1969 Bisleri bought over Bisleri (India) Ltd. and started bottling Mineral water in glass

bottles under the brand name 'Bisleri'. In due course Bisleri switched over to PVC

nonreturnable bottles and finally advanced to PET containers.

Expansion

Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone

significant expansion in their operations. The company has witnessed an exponential

growth with their turnover multiplying more than twenty times in a short span of 10

years. The average growth rate over this period has been around 40% with Bisleri

enjoying more than 60% of the market share in the organized mineral water segment.

Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4

new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that we

were the pioneers of the bottled water industry in India has made us synonymous to

Mineral water and a household name. So naturally 'When you think of bottled water, you

think

Bisleri'.

Rigorous Research and Development and stringent quality controls have made us

market leaders in the bottled water segment. Bisleri has always been committed to

40
offering every Indian pure and clean drinking water. Hence Bisleri water is put through

multiple stages of purification, ozonisation and is hygienically packed for final

consumption.

To maintain strict quality controls in every unit, we not only purchase caps from

approved vendors, we also manufacture our own bottles, in-house. To be at par with

International standards, we have recently procured the latest state-of-the-art machinery

which has not only helped us improve packaging quality but has also reduced raw

material wastage and doubled production capacity.

You can rest assured that you are drinking safe and pure water when you consume

Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity!

BISLERI TODAY

The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.

However in an effort to offer something special to our loyal consumers we have recently

introduced Bisleri Natural Mountain Water - water brought to you from the foothills of the

mountains situated in Himachal Pradesh. This newly launched offering has widened our

product range to two variants: Bisleri with added minerals and Bisleri Mountain Water.

OUR VISION

Our vision is to be the dominant player in the branded water business where the second

player is less than 20% of our business.

41
Our Mission

We are in the business to serve the customer. He is the most important person. He is

the only one who pays. He deserves the best quality and presentation at a worth of the

price. We must have world class quality, at the lowest production & distribution cost.

This will make us an unbeatable leader, and will have satisfied loyal customers.

Our values

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness &

Transparency.

Ramesh Chauhan

Chairman

Bisleri International Pvt. Ltd.

PRODUCT

We at Bisleri value our customers & therefore have developed 8 unique pack sizes to

suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml,

42
1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable

packs.

Bisleri with added Minerals:

Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium

bicarbonate which are essential minerals for healthy living. They not only maintain the

pH balance of the body but also help in keeping you fit and energetic at all times.

Bisleri Mountain Water:

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and

Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of

youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy capable

of taking you back to nature. Bisleri Natural Water is bottled in its two plants in

Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml,

50

ml

,1

litr

e,

1
.5

litre,

43
 2

litre

and 5

litres.

The water that almost descends from the Gods:

Vedica Natural Mountain Water comes to you in all its untouched purity, right from its

source. Gushing from an aquifer with intense pressure, the natural mountain water is

pushed above the ground surface to a height of 5 meters above ground level, powerfully

and consistently. The underground geological origin guarantees that there is no external

Contamination, since the mouth of the water source is covered from rocks on all sides.

Besides, being naturally fortified with silica, the spring is naturally free form any

Microbial infection or pollution. Vedica Natural Mountain Water is also low on sodium,

making it the perfect choice for the health conscious. It has a high proportion of

sulphates, which work as natural detoxifying agents. And it’s clear, sweet taste proves

that it is free of calcium carbonate and magnesium carbonate salts, which give some

mineral waters a chalky taste. Scientifically put, the Total Dissolved Solids in Vedica

Natural Mountain Water is225mg/ltr. It is also high in sulphates, the natural detoxifying

agents. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste

of purity. Vedica Natural Mountain Water is available in 500 ml and 1 litre bottles

44
 Comparative study of Chemical Parameters of Vedica, Himalayan,

Evian and Volvic

SR. NO. PARAMETER BISLERI VEDICA HIMALYAN EVIAN VOLVIC

1 PH 7.7 7.3 7.2 7.0

2 TDS at 180 deg.C (ppm) 225 330 309 130

3 Calcium (ppm) 47 62 78 11.5

4 Chlorides (ppm) 13 8 4.5 13.5

5 Bicarbonates (ppm) 201 63 357 71

6 Sulphate (ppm) 19 --- 10 ---

7 Magnesium (ppm) 13 15 24 8

8 Sodium (ppm) 14 20 5 11.6

45
Bisleri with Added Minerals:

This product is bottled drinking water at its best. Bisleri with added minerals has a TDS

count (total dissolved solids count) of approximately 100. It contains minerals such as

magnesium sulphate and potassium bicarbonate which are essential minerals for

healthy living. They not only maintain the pH balance of the body but also help in

keeping you fit and energetic at all times.

Bisleri with added minerals is also put through multiple stages of purification to ensure

the elimination of all forms of bacteria. This makes the water you drink completely safe

to consume. Bisleri with added minerals is available in 250ml cups, 250ml bottles,

500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.

Every drop of Bisleri water is purified as per international standards to ensure that your

Bisleri experience always remains pure and satisfying for longer. The following is a brief

understanding of the water treatment process.

CHLORINATION:

Kills micro organisms. Remove organic matter.

ARKAL FILTER:

Removes suspended matter and turbidity.

CARBON FILTER:

Removes residual chlorine & odours

REVERSE OSMOSIS:

Removes organic material. Controls total dissolved solids in the water.

46
ADDITION OF MINERALS:

For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION:

Additional safety measures to guarantee purity.

OZONATION:

Ensures water remains bacteria free for longer life.

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in

two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This

company was started by Signor Felice Bisleri who first brought the idea of selling bottled

water in India.

Bisleri bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass

bottles under the brand name 'Bisleri'. Later Bisleri switched over to PVC non-returnable

bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations

substantially and the turn over has multiplied more than 20 times over a period of 10

years and the average growth rate has been around 40% over this period. Presently we
47
have 8 plants & 11 franchisees all over India. We have our presence covering the entire

span of

India. In our future ventures we look to put up four more plants in 06-07. We command a

60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the

fact that we pioneered bottled water in India, has made us synonymous to Mineral water

& a household name. When you think of bottled water, you think Bisleri.

We at Bisleri value our customers & therefore have developed 8 unique pack sizes to

suit the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml,

1L,

1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.

Till date the Indian consumer has been offered Bisleri water, however in our effort to

bring to you something refreshingly new, we have introduced Bisleri Natural Mountain

Water - water brought to you from the foothills of the mountains situated in Himachal

Pradesh.

Hence our product range now comprises of two variants : Bisleri with added minerals &

Bisleri Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri Water is

put through multiple stages of purification, ozonised & finally packed for consumption. .

Rigorous R&D & stringent quality controls has made us a market leader in the bottled

water segment. Strict hygiene conditions are maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases performs & caps

only from approved vendors. We produce our own bottles in-house. We have recently
48
procured the latest world class state of the art machineries that puts us at par with

International standards. This has not only helped us improve packaging quality but has

also reduced raw material wastage & doubled production capacity. You can be rest

assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is

free of impurities & 100% safe. Enjoy the Sweet taste of Purity !

Mountain water

For over 30 years, Bisleri has been the pioneer in the bottled water industry with its

innovations and an eye for perfection. And ever since it was established in 1969, Bisleri

has constantly searched for inspiration in nature.

This search has now led us to the new Natural Mountain Water. Inspired by nature, it

comes to you from a pristine source situated in the beautiful and scenic mountains of

Northern India.

49
Natural Mountain Water resonates with the energy and vibrancy of health and well-

being. It is packed with the goodness of nature's minerals which will refresh your senses

and rejuvenate you. We invite you to experience our Natural Mountain Water - The

sweet

taste of purity.

HYDROLOGICAL CONDITION & GENESIS REPORT OF RUDRAPUR

Ground Water Conditions (non policy)

The water contained in deeper aquifers (water bearing zones) are under hydraulic

pressure. Due to high piezometric head and recharge area being at higher elevation, the

wells are under artesian conditions and it makes the water to flow freely without

pumping i.e. under automatic conditions. Auto-flow of the tube well is 10,000 liters per

hour (167 liters per minute). However on pumping it yield 20,000 liters per hour.

The plant area falls within the spring line. Artesian conditions are confirmed to the Tarai

zone, south of the spring line. Confined aquifers occur where ground water is confined

under pressure, being overlain by relatively impermeable strata. In a well, penetrating

such an aquifer, the water will rise above the bottom of the confining bed. If the water

level rises above the top of the confining layer, above the ground surface, free

flowing/auto flow conditions results.

50
Hydroogical Setup

There are plenty of moist and water logged areas around the spring line particularly

during monsoon season. The sand and gravel associated with the finer fraction are the

major aquifers in this zone. These are generally in continuity and are recharged through

them by downward percolation and consequent lateral outflow within the zone.

The plant area falls within the spring line. Artesian conditions are confirmed to the Tarai

zone, south of the spring line. Confined aquifers occur where ground water is confined

under pressure, being overlain by relatively impermeable strata. In a well, penetrating

such an aquifer, the water will rise above the bottom of the confining bed. If the water

level rises above the top of the confining layer, above the ground surface, free

flowing/auto flow conditions results.

Genesis

The origin of natural mineral water proposed to be drawn from the aquifer at a depth

ranging from the aquifer at a depth ranging from 62.50 m to 79.30 m below ground level

is meteoric. Ground water movement is through sediments comprised of sand, gravel,

pebble & boulder of quartzites, which act as natural and most hygienic filters. The

coarser sediments (sand & gravel) occur alternating with clay beds, which act as natural

caps. Since the material (sand & gravel) water bearing zones which have been tapped

in the tube well are composed of quartzites which contains mainly Sio2, hence there are

no chances of mixing any constituents with the ground water. In view of the above the

quality of water is also not likely to be changed on pumping and with seasonal changes.

51
The aquifers, which have been tapped, are under artesian conditions and water flows

automatically.

PACKAGING

The most critical aspect of our bottling process that sets us apart from the rest of the

industry is the fact that our bottles remain untouched right through the rinsing, filling,

capping and labeling operations.

Filling:

Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the

RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which means

that every bottle is held by the neck automatically while being inverted, rinsed and

sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-

inverted and transferred to the filler. At the filler these bottles are straightened up and

gradually lifted to the filling valves which open only when a bottle is placed under them.

Filling is then done systematically through gravity.

52
Capping:

After the filling process the bottles are then transferred to the capping section. Here

ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our

water is ozonated all product contact parts are of 316L grade stainless steel and the

rubber parts are of EPDM. (All components are water lubricated above the table top.)

Labelling:

From the capping section the bottles are directly sent to the labeling section. All Bisleri

bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows

each individual bottles to be spaced out and fed to the labeling station where precisely

cut labels with a strip of hot melt glue at the leading and trailing edge, get rolled around

the bottle. These labels are fed into the machine in a roll form too.

Quality Check:

From here on, the bottles go through an online check where qualified personnel inspect

each bottle for any leaks or breakages. They are then packed into sturdy cartons which

are dispatched to the market by our fleet of trucks.

53
Water - the Beverage your Body Needs Most

When we were kids in school, we learned that each molecule of water is made up of two

hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up

our squirt guns with water, at least until the principal caught us. What we really didn't

learn, however, was how much water we needed in order to be healthy human beings.

54
 BISLERI CARES

Bisleri Cares!

Water - also called the elixir of life, makes up 70% of our bodies and is consequently

most essential for our existence. Although we can survive for weeks without food, it only

takes a few days before lack of water in our body becomes fatal. Our bodies lose about

250 ml of water everyday. Therefore, it is important to keep in mind that water needs to

be constantly replaced. Doctors recommend drinking at least 8 to 15 glasses of water

everyday.

55
Origin of bottled water

In the

18th century, water supply was not safe so consumption of bottled natural mineral water

was a privilege of the highest in society, captains of industry, politicians, royalty and so

on since it was so expensive. By the mid nineteenth century, as businesses transformed

considerably and consumption increased, global production climbed to several hundred

million bottles.

The first plastic bottle was launched in 1968 by Vittel. This bottled water was aimed at

more general public consumption. Bottled water was introduced for the first time in

Mumbai, India in the early 60’s by Signor Felice Bisleri.

In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass

bottles under the brand name 'Bisleri'.

56
In the mid 1980’s, another revolution in the bottled water industry moved the market

forward with PET (Polyethylene terephtalate), a new recyclable plastic material that

became the packaging benchmark worldwide. This new lighter, stronger material

improved packaging practicality to meet the evolving consumer needs. In due course

Parle Bisleri also advanced to PET returnable and non returnable containers.

Bisleri for India

Safe drinking water shortage around the world particularly the third world countries

contributes to the fact that the bottled water industry in India is growing at the rate of 40

% every year. Even though it accounts for only 5 percent of the total beverage market in

India, branded bottled water is the fastest growing industry in the beverage sector. This

also insinuates that there is increasing health awareness towards the importance of safe

drinking water in the minds of the average Indian.

Bisleri, since its inception has become a name synonymous with safe drinking water and

meets the requirement of the average Indian through its model distribution system in the

far reaches of the country.

Bisleri has been awarded the Reader’s Digest ‘Most Trusted Brand’ twice. Because of

this reliability, it would be fair to say that the price that we would pay for a bottle of

Bisleri is the price paid for assurance of health since 90% of diseases in India are water

borne.

57
Importantly, Bisleri bottled water, though priced same as other bottled water brands in

India, contains added minerals which are lost from our bodies when we sweat and need

to be replenished regularly, thereby increasing its health benefits tremendously.

All our / Bisleri plants follow a stringent process for purification of the raw ground water

wherein 157 tests are carried out to assure the end consumer of the safety of bottled

water.

Out of every 1000 litres of source water taken from the ground to be processed at the

Bisleri plants, 956 litres is given back as safe drinking water to the population of the

nation. The remaining quantity is mainly lost to evaporation. Several industries like

paper, steel and sugar have a more damaging global footprint and waste huge

quantities of ground water during their processes to make the final products.

In India, Bisleri has given birth to PET recycling industry of sorts by creating value for

recycled plastic bottles. Unlike plastic bags and sachets, the litter that could have been

caused by used bottles has been curbed because rag pickers find it worthwhile to

collect these bottles. All bottles after crushing and re-processing have good economic

value and are used as raw material in various industries other than food (pillow &

mattress filling, etc). Reliance buys huge quantities of PET every year and plastic is no

longer as extensively exported to the US as was before.

A study carried out by Indian Institute of Packaging (IIP) for the Health Ministry of India

says that Polyethylene Terephtalate or PET is inert and does not undergo any leaching

58
of colour or chemical into the contents of the bottle ( till six months of multiple use) or

migration as is a common concern of several anti- plastic environmentalists.

The Bisleri trust called the Jayanti Lal Chauhan Trust (JCERT) works extensively in the

areas of ground water augmentation and rain water harvesting in several states of India

and has till date completed 35 projects of check dam construction, mostly in the state of

Gujarat, and has succeeded in conserving 10 thousand million litres of rain water

through these check dams and talavs. This water would have been lost to the sea but

for these dams and talavs every year.

The Trust also aids several non – government organizations of high credibility which

work in the areas of water conservation, especially in rural India.

Like the erstwhile brands of Parle which took the country by storm – Thumsup, Limca,

Maaza & Goldspot, Parle Bisleri also continues to stand for supreme quality and highest

reliability and keeps its promise of nothing but the best to every Indian.

59
RESEARCH OBJECTIVES

Based on the problem the objective of the research is divided

into two which are as follows

* To analyse the brands loyalty towards the image Of the

Company product.

* Analyse consumer satisfaction for different Bisleri products

* Analyse the consumer behaviour of bisleri mineral water.

 RESEARCH

METHODOLOGY

60
 RESEARCH METHODOLOGY

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and

concepts used during primary research in order to arrive at findings; which are also dealt

with and lead to a logical deduction towards the analysis and results

RESEARCH DESIGN

The research design applied here was exploratory research and descriptive research.

Exploratory Research is one in we don’t know about the problem, we have to find about

the problem and then work on solving the problem. Whereas in case of descriptive

research, we know the problem, we just have to find the solution to the problem.

Generally descriptive research design is applied after exploratory research design. Here

after doing the secondary research, we found the general perception about the retail

baking but then in second phase we tried to figure out where the difference lies and on

what basis the banks differ from each other

RESEARCH TOOL

The purpose is to first conduct a intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms and

reports, on which certain issues shall be selected, which remain unanswered , this shall

be further taken up in the next stage of secondary research. This stage shall help to

restrict and select only the important question and issue, which inhabit growth and

segmentation in the industry.

61
DATA COLLECTION:
Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports studied

under secondary data.

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow city. The

objectives of the project has been fulfilled by getting response from the customer

associated to these segments through a personal interview in the form of a

questionnaire. The responses available through the questionnaire are used to

evaluate the brand loyalty for the products of Hyundai and the willingness of the

customer to purchase its products on future.

The project also covers an analysis of the switch over of customers to competitors

products in the market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research process.

Project undertaken the problem of analyzing the customer satisfaction level of the

Bisleri and to find the Consumer behaviour of the product Bisleri Mineral water .

THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which are as

follows:

62
Primary Objective:

 To analyse brand loyalty of customers towards the company’s products range.

Secondary Objective:

 Analyse consumer satisfaction for different Bisleri products.

 Analyse the Consumer behaviour of Bisleri mineral water .

THE RESEARCH DESIGN

The research design used in the project is exploratory design. The investigation is

carried upon the customers in Lucknow city. The reason for choosing this design is to

get responses from the customers so that their perception about the products of the

company and their loyalty could be predicted.

THE DATA SOURCE

The data has been taken from two sources

 Primary data source

The primary data source has been collected through questionnaire by personally

interviewing each respondent on a number of queries structured in a questionnaire.

 Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

Books

Newspaper

Personal consultation

63
THE AREA OF WORK

The field work is conducted in the Lucknow city (east zone) in various Places like

kirana stores and retailers situated in different location all over the city.

THE SAMPLE SIZE

The sample size consists of 100 Respondent out of which the most logical and non

biased response are selected thus the sample size is taken out to be 100 Respondent.

64
LIMITATION

65
 LIMITATION
Though, best efforts have been made to make the study fair, transparent and

error free. But there might be some inevitable and inherent limitations. Though outright

measure are undertaken to make the report most accurate.

The limitation of the survey are narrated below:

 The project is valid for Lucknow city only.

 It was not possible to cover each and every Retail shop due to time

constrains.

 There may be some biased response form the respondents

 Some respondents did not provide the full data.

 Unwillingness on the part of the customers to disclose the information as per

the questionnaire.

The decisiveness on the part of the customers regarding some question hence difficulty

faced in recording and analyzing the data.

66
DATA ANALYSIS

AND

INTERPRETATION

67
 DATA ANALYSIS AND INTERPRETATION
Do you like the idea of purchasing Bisleri products

Yes 87

No 13

13 %

87 %

Yes No

Interpretation :

87% respondent said that they have idea to purchase Bisleri product but 13%

respondent not aware about it.

68
 Have you ever purchase product of Bisleri?

Yes 77

No 23

23%

Yes No
77%

Interpretation :

77% respondent said that they purchase bisleri product but 23% respondent not

purchase bileri product.

What helps you to decide which product of mineral water you purchase ?

69
TV Advertisement 23

Personal recommendation 36

Special offer 11

Radio advertising 17

News paper 7

Word of mouth 6

7% 6%
17% 23%

11%

36%

TV Advertisement Personal recommendation

Special offer Radio advertising
News paper Word of mouth

INTERPRETATION :

70
 23% respondent said that TV advertisement to help for purchase bileri product,

36% personal recommendation, 11% special offer, 17% radio advertising, 7%

news paper and

6% word of mouth help to decide to purchase of bisleri product.

How frequently you made a purchase Bisleri product ?

Weekly 27

Monthly 37

daily 27

None 19

71
 17 % 25 %

25 %
33 %

Weekly Monthly daily None

Interpretation :

25% respondent said they purchase bisleri product weekly, 33% monthly, 25%

daily, and 17% respondent said that they never purchase bileri product.

For which one of the following purpose you visit in your product ?

Purchasing brand goods 57

Purchasing local goods 23

Only gathering information 11

Others 9

72
 9%
11%

57%
23%

Purchasing brand goods Purchasing

local goods
Only gathering informationOthers

Interpretation :

57% respondent said that they purchase brand good, 23% local brank, 11% gathering

information and 9% respondent said that they purchase other product.

In the past what items have you purchased Bisleri Product?

20 Ltr. 33

2 Ltr. 33

1 Ltr 27

73
500 ML 7

74
 27% 7% 33%

33%

Interpre
tation :

33%

respondent

20 Ltr 2 Ltr. 1 Ltr. 500 ML said that

they purchase 20 Ltr. Cane, 33% respondent 2Ltr. 27% respondent 1 Ltr. And 7%

respondent purchase 500ML.

What according to you are attractive features that buy Bisleri product ?

Taste 32

Economy 49

Good for health 19

75
 19 %
32 %

49 %

Taste Economy Good for health

Interpretation :

32% respondent said that they prefer taste, 49% economy and 19% respondent

said that they prefer good for health.

Q8) Are you satisfy with Bisleri Product ?

Yes 91

No 9

76
 9%

91%

Yes
No

Interpretation :

91% respondent said that they are satisfied with bisleri product but 9% respondent not

satisfied with bisleri product.

77
Q9) Do according to you Bisleri product have changed the way the

Consumer behavior towards mineral water ?

Yes 71

No 29

29 %

71%

Yes No

Interpretation :

71% respondent said that bisleri product have change the way with mineral water but

29% respondent not agree.

Do you suggest Bisleri products to others

78
 Yes 89

No 11

11%

Yes No
89%

Interpretation :

89% respondent said that they suggest to other to bisleri product but 11% respondent

said no.

Q11. How will you rate your present Bisleri performance?

Poor 7

Satisfactory 23

Fair 27

Good 21

79
 Very good 13

Excellent 9

13% 9% 7%

23%

21%

27%

Poor Satisfactory Fair Good Very good Excellent

Interpretation :

7% respondent rate for bisleri product is poor, 23% satisfactory, 27% fair, 21%
good,

13% very good and 9% respondent rate excellent.

Q12. Which Brand of Mineral water are you using?

Bisleri 37

Kinley 32

Himalaya 23

80
 Others 8

8%

23% 37%

32%

Bisleri Kinley Himalaya Others

Interpretation :

37% respondent said that they use Bisleri, 32% Kinley, 23% Himalaya and 8%

respondent use other brand.

SWOT ANALYSIS

STRENGTH WEAKNESS

81
 Strong Brand Image.  Poor advertisement

 very good packing.

 Economy.

 Good in taste

OPPORTUNITIES THREATS

 Each and every one take mineral water  Strong competitors like Yes
in tea time.
 Strong advertising by competitors.
 Good taste for customers

 Proper advertising for brand

building

82
CONCLUSION

83
 CONCLUSION
The report comes to the following conclusion

 The customers of Bisleri are brand loyal with only a small percent want to shift

over to other brands. Trying of other brands by customers is mainly because the

customer wants to try something new.

 The performance of Bisleri is fair in comparison to other pro brands.

 Economy is the basic feature influencing to built brand Image.  The best

selling product is Bisleri and the least selling is Bisleri 1ltr

 The competition of Bisleri is majorly with 1 ltr. mineral water .

 Due to high brand loyalty the customers of Bisleri recommend its product to
others.

 The customers are satisfied with the product range of Bisleri.

84
RECOMMENDATION

85
 RECOMMENDATION
The recommendations are

 The brand loyalty for more Bisleri can be increased if the Taste and appearance of

the products are given due attention because Britania has captured a major share

of Mineral water market.

 The switch over of the customers can be prevented if more of new products are

launched more frequently like Britannia which launches new products with slight

variations from the previous.

 Taste is good but it still needs improvements.

 The most selling mineral water should be given schemes like some games for

children.

86
BIBLIOGRAPHY

87
 BIBLIOGRAPHY

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma

 Research Methodology : C. R. Kothari

 Websites

 www.Bisleri.com

 www.google.com
www.wikipedia.com

88
APPENDIX

89
 QUESTIONNIARE

Q1) Do you like the idea of purchasing Biller products?

(a) Yes (b) No

Q2) Have you ever purchase product of Biller?

(a) Yes (b) No

Q3) what helps you to decide which product of Mineral water you
purchase?

(a) TV Advertisement (b) Personal recommendation (c) Special

offer

(d) Radio advertising (e) News paper (f) Word of mouth

Q4) how frequently you made a purchase Bisleri product?

(a) Weekly ( b) Monthly (c) Daily (d) None

Q5) for which one of the following purpose you visit in your product?

( a) Purchasing brand goods

(b) Purchasing local goods

90
(c) Only gathering information

(d) Others

Q6) In the past what items have you purchased Bisleri Product?

(a) 20Ltr (b) 2Ltr (c) 1Ltr (d) 500 ML

Q7) What according to you are attractive features that buy Bisleri product
?

(a) Taste (b) Economy (c) Good for health

Q8) Are you satisfy with Bisleri Product ?

(a) Yes (b) No

Q9) Do according to you Bisleri product have changed the way the

Consumer behavior towards Mineral water ?

(a) Yes (b) No

Q10.Do you suggest Bisleri products to others
 Yes
 No
Q11. How will you rate your present Bisleri performance?

91
 Poor
 Satisfactory
 Fair
 Good
 Very good
 Excellent
Q12. Which Brand of Mineral water are you using?
 Bisleri
 Kinley
 Himalya  Others

92