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The fountain of all life. Even a toddler will tell you it is a prime need of the body. Sixty per cent of our body weight is made up of it. Water can also be the cause of much misery. Especially in India, where contaminated water continues to bring down millions with diseases such as diarrhea, dysentery, typhoid, jaundice and gastro-enteritis. Getting pure drinking water from municipal taps in cities and towns is now a luxury. At home most people are forced to either boil water or install purifiers. While traveling or eating out in restaurants, buying bottled water has become a necessity. This need has seen an explosion of companies marketing “safe drinking water” in bottles across the country. Now around 100 companies sell an estimated 424 million liters of bottled water valued at around Rs. 200 crore in the country annually. The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking water started in 1950s. The trend of having mineral water gained grounds in the market. Since ancient time people have used water from mineral springs, especially hot springs, for bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments. Depending on the temperature of the water, the location, the altitude, and the climate at the spring, it can be used to cure different ailments. This started the trend of using mineral water for drinking purpose to exploit the therapeutic value of the water. This trend started gaining momentum in mid 1970s and since then large quantities of bottled water from mineral springs in France and other European The concept of bottled has been quite prevalent in western countries due to greater health consciousness and higher awareness about health and hygiene countries are exported every year. In INDIA with exposure of media and exposure to international life styles, deteriorating levels of potable water, increase in a number of water borne cases, increase in awareness about health and hygiene and other related factors led to acceptability of concept of mineral water. The market has not looked back ever since then and has grown leaps and bounds to such an extent that a number of genuine as well as fly-by -night operators have entered it to milk it.
INTRODUCTION OF COMPANY
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was introduced, things started to change, and sales increased rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thums Up, Limca and Gold Spot. Recognising the potential of the packaged drinking water market, he then went on to concentrate on making Bisleri a top selling brand in India.Marketing and Brands Blog Bisleri a brand name synonymous to mineral water in India. It has approximately 60% market share in packaged drinking water in country. Brand is owned by Parle Company, which bought over Bisleri in 1969 from Italian company. Initially, Bisleri faced the problems of acceptance from consumers. It was difficult to advertise for a company something as a bottled water, which is colourless, tasteless and odourless. In mid eighties company changed its packaging to PET bottles which shows transparency and clear water to consumers. This gave mineral water market a boost. In India, water is scarce and quality is poor so initially the consumers were only foreigners and NRI’s. Therefore, to increase its customer’s base, company came up with comfortable and affordable price bottle which was a great success and showed 400% growth. India bottled water market is appox is worth Rs 1,000-1,200 crore (Rs 10-12billion). Seeing this growth over the years, many new players have entered the market. Amongst them Kinely from Coke, Aquafine from Pepsi, kingfisher and now Himalayan from Tata are main players of industry. There are many ups and down in last couple of years but brand recall of Bisleri is amazing which helped company. In order to differentiate form other players company tries to come up with different and new campaigns on regular intervals In case of food and water, whenever people are suspicious of the quality of product they don’t eat unhygienic food and instead of having non purified water they prefer to stay thirsty. Bisleri itself seems to play on this need for safety, coining the popular tag-line ‘Play it safe’. The advertising helped differentiate the product from its competitors who, more or less, communicated nothing. Bisleri’s seal was also breakaway (hence irreplaceable), even though this manufacturing process of sealing seems to be slow and could clog up the assembly line.
Somewhere along the now that space was occupied by Aquafina and Kinley. The “safe” breakaway seal was replaced by a regular seal, but the change wasn’t communicated and more variants (packaging) emerged. Some of these variants were sold simultaneously. They were manufactured in different parts of Delhi, and one had the website www.bisleri.com printed on it, while the other had www.bisleri.co.in printed. So, the mistake was a complete lack of communication on Bisleri’s part. Now they have a new product out - a mineral water brand (as opposed to a packaged drinking water brand), and they are advertising it. Still, there are three types of Bisleri bottles in the market in Delhi right now. Now again Bisleri changed its packaging and came up with a new bottle. It has been general feeling that Kinley’s new packaging is more acceptable by the people as it is easy to grip it. In a packaged water market, where the product is not so differentiated, the company has to constantly innovate new branding techniques, distribution channels, advertising and in fact new packaging techniques. According to the Bureau of India [ Images ]n Standards there are 1,200 bottled water factories all over India (of which 600 are in one state -- Tamil Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy taglines.... In such a scenario, The Strategist takes a look at how it all started -- with Bisleri -and how Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prerna Raturi. 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. Water is the most important necessity for life. The drinking-water needs for individuals vary depending on the climate, physical activity and the body culture. But for average consumers it is estimated to be about two to four litres per day. The growing number of cases of water borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of pure and safe water etc. has made the bottled water business just like other consumer items. Scarcity of potable and wholesome water at railway stations, tourist’s spots, and role of tourism corp. etc. has also added to the growth. Almost all the major international and national brands water bottles are available in Indian market right from the malls to railway stations, bus stations, grocery stores and even at panwala's shop. Before few years bottle water. Was considered as the rich people's choice, but now it is penetrated even in rural areas. The growth and status of Indian Bottled Industry in comparison with Western or Asian market, India is far behind in terms of quantum, infrastructure, professionalism and standards implementation. The per capita consumption of mineral water in India is a mere 0.5-liter compared to 111 litres in Europe and 45-liter in USA. Also As per UN study conducted in 122 countries, in connection with water quality,
India's number was dismal 120. In comparison to global standards India's bottled water segment is largely unregulated. Former President Dr. A.P.J. Abdul Kalam has urged youngsters on July 17, 2010 to be aware of water conservation techniques to avoid grave water crisis in future."It is so sad that today, people are forced to buy water in plastic bottles. I am told that bottled water industry is worth nearly 10000 crore rupees and even big companies like the Coke and Pepsi are involved in this bottling of water and making money. So, it is imperative that we ought to save water," he added. Do not be surprise if today's bottles water industry becomes next Oil industry by 2025. In India, water is scarce and quality is poor so initially the consumers were only foreigners and NRI’s. Therefore, to increase its customer’s base, company came up with comfortable and affordable price bottle which was a great success and showed 400% growth. In case of food and water, whenever people are suspicious of the quality of product they don’t eat unhygienic food and instead of having non purified water they prefer to stay thirsty. Bisleri itself seems to play on this need for safety, coining the popular tag-line ‘Play it safe’. The advertising helped differentiate the product from its competitors who, more or less, communicated nothing. Bisleri’s seal was also breakaway (hence irreplaceable), even though this manufacturing process of sealing seems to be slow and could clog up the assembly line. Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bu 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 mineral water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential 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.
HISTORY OF BISLERI IN INDIA . 2. To study each of the major customer segment viz. To analyze the major competitors in this product.OBJECTIVE OF THE STUDY The objective of the study was to find out the consumer preference. availability of the products. 5. 4. The major emphasis was given on: 1. consumption pattern channel behavior of various SKUs and the market share of Bisleri and Its competitors. their respective product attributes. institutions such as hotels.). To determine the brand awareness and brand preference of the different segment and to analyze the various segment preference for the packaging medium. To study the market share of packaged drinking water in: • • • Retail market Institutions (Hotels) Consumers. brand positioning and market strategies. major geographical markets and important customer segment. 3. retail outlets and the final consumers. bottle size and price of packaged drinking water. future market potential. To make a detailed study of packaged drinking water in terms of its existing market size. competitor’s activity. restaurants etc.
holding two bottles of Bisleri. Parle Bisleri created a market out of pure water.Thus. Ramesh Chauhan.the company had been unable to market bottled water and wanted to exit the market -. So we merely used the name and launched Bisleri soda with two variants -. a company of Italian origin in 1965. The Italian name added a dash of class to it. Can I be honest? When we bought Bisleri mineral water from the Italian company. Mineral bottled water were in glass bottles in two varieties .The punch line was.Mineral bottled water in India under the name 'Bisleri' was first introduced in Mumbai by Bisleri Ltd. orange drink and lemonade) but no soft drink company was complete without a soda.bubbly and still in 1965 This company was started by Signor Felice who first brought the idea of selling bottled water in India. Then. Later Parle switched over to PVC nonreturnable bottles and finally advanced to PET containers. chairman. what could we say about a category that had no market? We didn't know our target group. it was not an easy product to advertise. The first print ad campaign captured the international essence and showed a butler with a bow tie. The campaign was successful and we were being noticed as someone who . In 1969 and started bottling Mineral water in glass bottles under the brand name 'Bisleri'.we too did not see any potential for the product at that time. Ramesh Chauhan As a soft drinks company. Parle bought over Bisleri (India) Ltd. we had Thums Up. in 1969 -. "Bisleri is very very extraordinary".. the earlier brand building efforts focused on Bisleri being healthy with adequate minerals.carbonated and non-carbonated mineral water. But three decades ago. since bottled water is colourless. tasteless and odourless. Excerpts from a conversation with Prerna Raturi. Felice Bisleri. Gold Spot and Limca (cola.
. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi [ Images ] since some of the bottles did not carry ISI label. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. which meant more transparency and life for water. 1969: Buys Bisleri bottled water from an Italian company. Sales surge Mid-1980s: Switches to PET bottles. the real boost to mineral water came in the early-to-mid-1980s when we switched to PVC packaging and later to PET bottles. Gold Spot and Limca to Coca-Cola for Rs 400 crore.catered to the need for safe.Chauhan has started expanding Bisleri operations substantially and the turnover has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period.Since 1995 Mr. ACHIEVEMENTS OF BISLERI . It was bottled in glass bottles then. healthy drinking water. Bisleri command a 60% market share of the organized market. The PET packaging did not just ensure better transparency -. Felice Bisleri.1 per cent compared to Bisleri's 34. It also meant better life for the water.4 per cent. Early-1980s: Shifts to PVC bottles.Ramesh J. 1998: Introduces a tamper-proof and tamper-evident seal. The national retail stores audit by ORG-MARG show Kinley's marketshare at 35. 1993: Sells carbonated drink brands like Thums Up. the licence is restored one-and-a-half months later. 2002: Kinley overtakes Bisleri. However.we could now show sparkling clear water to the consumers.
Bisleri has always maintained leadership position in the market. BISLERI PRODUCTS .➢ “Bisleri” has become a generic brand in bottle water segment & complies with both WHO and IS standard of quality. Besides the above mentioned major achievements. ➢ “Bisleri” has received the IS certified for its production also. The company has been expanding continuously through the past few years at rate of 200%. ➢ “Bisleri” plant in Delhi is the largest in Asia as compare to other mineral water plants. ➢ “Bisleri” has the largest market share and is market leader. ➢ “Bisleri” has 17 manufacturing plants situated in India & Nepal.
500ml bottles to 2 litre bottles have been segmented for individual consumer and nearly 80% of the manufactured bottles consumed during the transit sphere such as in and near Bus stations. 1ltr mineral water:- 1ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties . PRODUCTS AND SERVICES 1.2litre bottle. restaurants and hotels. 20 litre jars and 50 litre jars are segmented for industrial clientele where purified water is required in bulk quantities. People prefer to carry the purified mineral water along with them as they least prefer the water at locales. Whereas 5litre jar. Railway Stations and Air ports. 1 litre bottle.bubbly & still in 1965 by Bisleri Ltd. 20litre jar and 50 litre jars. Also found in marriage. a company of . 2 litre bottle. 5 litre jar. 1.Bisleri water is available in a range of sizes viz 500 ml bottle. parties halls.. serving in the hexagonal 20 litre shaped jars with easy to carry lifter gives a significant impact of branded loyalty.
This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. 3. a company of Italian origin. 2ltr mineral water:2ltr Mineral Water under the name ‘Bisleri’ was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965 by Bisleri Ltd. 6. 5ltr Mineral Water:- 5ltr 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.. 2. a company of Italian origin. 1. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India... 250 Ml Mineral Water:- 250 ml Mineral Water under the name ‘Bisleri’ was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965 by Bisleri Ltd.bubbly & still in 1965 by Bisleri Ltd.Italian origin. a company of . 20ltr Mineral Water:- 20ltr Mineral Water under the name ‘Bisleri’ was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965 by Bisleri Ltd. 5.5ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties . 4. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. a company of Italian origin.5ltr mineral water:1... This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.
The underground geological origin guarantees that there is no external Contamination. a company of Italian origin. Scientifically put. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. 500 Ml Mineral Water:- 500 ml Mineral Water under the name ‘Bisleri’ was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965 by Bisleri Ltd. sweet taste proves that it is free of calcium carbonate and magnesium carbonate salts. 8. And it’s clear. since the mouth of the water source is covered from rocks on all sides. the natural detoxifying agents. being naturally fortified with silica. Besides. which give some mineral waters a chalky taste. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste of purity. which work as natural detoxifying agents.. 7. the spring is naturally free form any Microbial infection or pollution. Vedica Natural Mountain Water is available in 500 ml and 1 litre bottles COMPANY PROFILE . This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. It is also high in sulphates. right from its source. the Total Dissolved Solids in Vedica Natural Mountain Water is225mg/ltr. making it the perfect choice for the health conscious. powerfully and consistently. the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level.Italian origin. Vedica Natural Mountain Water is also low on sodium. It has a high proportion of sulphates. Gushing from an aquifer with intense pressure. Vedica Natural Mountain Water:- Vedica Natural Mountain Water comes to you in all its untouched purity.
a company of Italian origin. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. then. which was so abundantly available. This company was started by Signor Felice Bisleri who first brought the idea of selling bottle water in India. We are present in 250ml cups. 20L which are the returnable packs. Coca-Cola bought Parle’s soft drink brands. While it did gain in terms of visibility and reach (piggybacking on Parle's existing distribution network). Parle at that particular time was interested in making soda water and not mineral water. ozonised & finally packed for consumption. The reason why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative business of mineral water in Bisleri's equity. it agreed to a settlement that allowed the multinational to bottle and distribute Bisleri soda for a time frame of five years. In our future ventures we look to put up four more plants in 06-07. 250ml bottles. . however.5L.. however in our effort to bring to you something refreshingly new. The buyers. This was the time when it started concentrating on making Bisleri a success in the domestic mineral water market. We have our presence covering the entire span of India. limca etc. has made us synonymous to Mineral water & a household name. remained with Parle. Till date the Indian consumer has been offered Bisleri water. Moreover they were not ready to pay for a commodity like water. Bisleri Water is put through multiple stages of purification.the trendy people. It is our commitment to offer every Indian pure & clean drinking water. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India. We command a 60% market share of the organized market. Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment.Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties . efforts to expand the bottled water market were not exactly painstaking. There were just minor initiatives on part of the company for making mineral water. 500ml. Parle bought over Bisleri (India) Ltd. you think Bisleri. Strict hygiene conditions are maintained in all plants. 1L. The charge of Bisleri water.Thumps-up.bubbly & still in 1965 by Bisleri Ltd. were mainly the upper class . We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. Parle's taking charge of Bisleri did not make a dramatic difference to the brand's fortunes immediately. In 1993. Since 1995 Mr. 1. The upsurge in the sales of Bisleri started from this point as Parle sold off its stable of brands to Coca-Cola. In our endeavour to maintain . . Later Parle switched over to PVC nonreturnable bottles & finally advanced to PET containers. In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that significantly made a difference in the sales. as it was not considered to be a very profitable business at that time as people still considered boiling water to be a safer and better than mineral water. Presently we have 8 plants & 11 franchisees all over India. 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. Ramesh J. 2L which are the non-returnable packs & 5L. While Coca-Cola actually bought over Parle's beverages. When you think of bottled water.
2005 According to the Bureau of Indian Standards there are 1. healthy drinking water. The punchline was. The Italian name added a dash of class to it. the earlier brand building efforts focused on Bisleri being healthy with adequate minerals. the real boost to mineral water came in the early-to-mid-1980s when we switched to PVC packaging and later to PET bottles... Thus. June 10. what could we say about a category that had no market? We didn't know our target group. Bisleri is free of impurities & 100% safe. Felice Bisleri. You can be rest assured that you are drinking safe & pure water when you consume Bisleri.000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -.strict quality controls each unit purchases performs & caps only from approved vendors.carbonated and non-carbonated mineral water. aggressive advertising. It also meant better life for the water. But three decades ago. it was not an easy product to advertise.the company had been unable to market bottled water and wanted to exit the market -. Gold Spot and Limca (cola.. The Strategist takes a look at how it all started -.we too did not see any potential for the product at that time.better margins to dealers. As a soft drinks company. Bisleri soda was doing well but we had to discontinue production as we sold our soft drink brands to Coca-Cola in 1993. The campaign was successful and we were being noticed as someone who catered to the need for safe. Over 100 brands are vying for the Rs 1. The first print ad campaign captured the international essence and showed a butler with a bow tie. So we merely used the name and launched Bisleri soda with two variants -. "Bisleri is veri veri extraordinari" (the spelling of the punchline was designed to capture the consumer's attention). Enjoy the Sweet taste of Purity. chairman. holding two bottles of Bisleri. But my interest was in building brands and not in bottling soft drinks. orange drink and lemonade) but no soft drink company was complete without a soda.200 bottled water factories all over India (of which 600 are in one state -. . in 1969 -. catchy taglines. we had Thums Up. However.. Meanwhile.Tamil Nadu). The PET packaging did not just ensure better transparency -. since bottled water is colourless. Excerpts from a conversation with Prerna Raturi: Can I be honest? When we bought Bisleri mineral water from the Italian company. Then. In such a scenario. Parle Bisleri created a market out of pure water.and how Ramesh Chauhan. How Parle Bisleri began….with Bisleri -. tasteless and odourless. That's when I started to concentrate on developing the Bisleri water brand.we could now show sparkling clear water to the consumers. We produce our own bottles in-house. This has not only helped us improve packaging quality but has also reduced raw material wastage & doubled production capacity. We have recently procured the latest world class state of the art machineries that puts us at par with International standards.
And because of limited sales. They don't keep soft drinks but sell Bisleri. Now we had to push sales. We realised it was time to move to the next level -the bulk segment. But that is not enough -. We tapped into this segment by introducing the 12-litre container. we were constantly looking for new ways to tap the market. Take stationery shops and chemists. We also introduced the 1. The home pack was made more user-friendly by introducing pouring spouts and jars with dispensers. too. Currently. soft drinks and so on.2 litre bottle in 2000. followed by the 20-litre can.00. not only was water scarce.But to reach out to the masses.There was a clear opportunity of building a market for bottled water. That is the kind of exclusivity we look for to get ahead of the distribution network that soft drink companies talk of. The quality of water available in the country was bad. the consumption of bottled water is far in excess of soft drinks on such occasions. It was similar to what Europe faced before World War II. the older guests (above 50 years of age) generally stayed away from ice cream. Soon customers were ordering bottled water on special occasions. The number of outlets where Bisleri is available has increased from 50. the dealer margin had to be kept high to compensate low sales. things were hotting up -. The bulk segment also helped bring down the price per litre from Rs 10-12 a litre to about Rs 3 a litre. though bottled water was something only foreigners and non-resident Indians consumed. Soft drink sales are in glass bottles and the distribution model is built around picking up empty bottles and getting them back to the factory. The idea was a success and gave the company a growth of 400 per cent. At the same time. We noticed that during wedding receptions. I still have the mindset of a soft drink seller. we still had to increase the distribution. At present. In India. which was aimed at those who share their water.we need to keep looking for different avenues. which meant the dealer margins reduced. Bisleri had captured 40 per cent of the market. Initially. but also meant doing away with carrying the excess water or throwing it away if you were to buy a one-litre bottle. whatever was available was of bad quality. we introduced free sampling of Bisleri at the tables where the elderly guests would sit.the bottled-water market was estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. Several commercial establishments had no access to piped water. for instance. This also gave us the advantage of higher margins that a crate (12 bottles) generated. Hence. The quality of water in Europe was extremely poor.000 at present. The other major challenge was distribution. even households are demanding bottled water now. The journey till now . the bulk segment constitutes 60 to 70 per cent of our sales and we intend to increase it to 80 per cent in the next two years. The introduction of a comfortable-to-carry 500-ml bottle for just Rs 5 in 1995 not only answered that need. With other brands joining the fray. With water scarcity in several cities.000 in 1995 to 2. we had to make the category more affordable. which created the bottled water industry there.
It was bottled in glass bottles then. 2002: Kinley overtakes Bisleri.1 per cent compared to Bisleri's 34. clean and safe drinking water. Gold Spot and Limca to Coca-Cola for Rs 400 crore. 1998: Introduces a tamper-proof and tamper-evident seal. Now Bisleri is perhaps already ten steps ahead of its local competitors and endeavor to widen its gap in the months to come. Felice Bisleri. Early-1980s: Shifts to PVC bottles. Sales have grown by . The national retail stores audit by ORG-MARG show sKinley's marketshare at 35. 1993: Sells carbonated drink brands like Thums Up.4 per cent. Sales surge Mid-1980s: Switches to PET bottles. the licence is restored one-and-a-half months later. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. which meant more transparency and life for water. FEUTURE PLAN Bisleri was the first to market bottled water in a totally virgin market and naturally people associate the brand with bottled water. The brand positioning of Bisleri stresses on pure. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did not carry ISI label.1969: Buys Bisleri bottled water from an Italian company.
The latter is to be targeted at homes and the former at offices. and 20 lt. ✔ Increase the distribution network with an investment of over 200 crores.140% in the year 2000 in the coming year. jar. Some of the future plans to be at the top-spot that Bisleri commands in the Indian market are: ✔ New packaging in bottles and 20 lt. Marketing Mix . ✔ Strengthen the presence in traditionally weak areas by setting up 12 new bottling facilities at a cost of 150 crores. Bisleri hopes to boost its sales by more than 400%.1000 crore and a fleet of 2500 trucks. (Currently it amounts to be less than 35%). ✔ Target to achieve Rs. Bisleri expects 75% of its volume to come from bulk parts of 5 lt.
PRODUCT Types of products .According to Philip kotler “marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the targeted market” In simple words marketing mix is the combination of four basic elements / ingredients under one head. Place. Price. and Promotion. The 4Ps ie Product.
Lauded as today's 'fountain of youth'. Products Produced by BISLERI. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times. BISLERI Natural Mountain Water resonates with the energy and vibrancy capable of .5L and 2L which are the non-returnable packs & 5L. located in Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges. Bisleri Mountain Water BISLERI Natural Mountain emanates from a natural spring. BISLERI with added Minerals BISLERI Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. 1. 250ml bottles. 20L which are the returnable packs. They presently have 250ml cups. 1L. 500ml.BISLERI values their customers & therefore have developed 8 unique pack sizes to suit the need of every individual.
1 litre. at the foothills of the Himalayas.taking you back to nature. right here. BISLERI Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml. BISLERI Mountain Water is available in 500ml. mineral rich rocks and herbs from which it absorbs many healing properties. they have recently .5 litre. White glaciers. snow-capped mountains and a plethora of exotic herbs and other flora that have therapeutic properties. 2 litre and 5 litres. We bottle this pristine spring water directly at source. the abode of the Gods. 1. BISLERI produces its own bottles in-house. And now the customers. 500ml. Himalayan Water The water that almost descends from the Gods: The Himalayas. This is where you'll find a treasure trove of hidden natural spring water that flows through natural purifying filters. where the earth meets the heavens and where in lies nature's untouched bounty. will get every drop of purity. in this bottle. Quality In endeavor to maintain strict quality controls each unit purchases pre-forms & caps only from approved vendors. bottles & 1 litre bottles.
there are times when the cost of quality increases i. The cost of quality undoubtedly is very efficiently taken care of in BISLERI. Everyday almost one lakh bottles are passed through the monitoring system. in the rainy seasons the cost increases because . in case there is a problem regarding the batch for example. the system records that and immediately the production is halted. Hence BISLERI water is put through multiple stages of purification. an alarm is heard. In fact there is a quality checker under the quality department for the final checking done of the water before it is entered the market. the cap seal of a particular bottle is not there or labeling is not done properly. You can be rest assured that you are drinking safe & pure water when you consume BISLERI.e. This has not only helped BISLERI improve its packaging quality but has also reduced raw material wastage & doubled production capacity. This helps in prevention of any germs or harmful chemicals and also purifies the water. This shows that the whole batch is replaced and stopped which indicates high quality control. There is also a warehouse where the 20 litre bottles are kept for 48 hours to allow the ozone to settle in it. Ozonisation and is hygienically packed for final consumption.procured the latest world class state of the art machineries that put them at par with International standards. BISLERI is free of impurities & 100% safe. Enjoy the Sweet taste of Purity! Rigorous Research and Development and stringent quality controls have made BISLERI market leaders in the bottled water segment. The machines which are used for the blowing and filling of the bottles are also cleaned twice a month. BISLERI has always been committed to offering every Indian pure and clean drinking water. Moreover. Even practically every 2 days testing and sampling of the water and its bottles are done in the market and in their Quality Department to check in case anything is wrong or not. This is followed as per the Bureau Standards and if any mistake occurs then the whole batch is discarded. All the tanks are also cleaned by the use of chemicals. There is an online monitoring system where the batches of bottles are shown and once the batch crosses a certain limit.
Online Monitoring System Design Creativity: .the water is purified twice than the normal seasons as sometimes the water might be dirty due to the rains. bisleri doesn’t take any risks and does not compromise with their quality.
the creative department has an expansion scheme which was introduced in October 2008 which was a compact and ideal gift for the customer. This helps in attracting new customers and creates a new sensation in the market. This includes a 20litre bottle.This was experimented for a month and which resulted in the lot of demand. The redesigning of the bottle has definitely taken place in BISLERI. They have introduced new mountain water which is in hexagon shaped bottle and is a new up gradation done by them. Earlier they had a blue coloured bottle and then to bring in a different change. 2 fridge bottles. BISLERI decided to redesign the bottle to green colour. Value Engineering is redesigning the product already existing. Also 2 years ago a new soda bottle was introduced which was named as BISLERI Fizzy bringing a huge demand among customers. Also . Old Bottle New Bottle Labeling Labeling plays a very important role BISLERI takes good care about the labeling as it tries to create and come up with an exciting and attractive label as it will attract the customers. 1.5 litre bottle and a 250 ml bottle with a fridge stand . also labeling plays an important role as it gives a lot of information about the product . like what are the contents of a bottle how is it made what does it consist etc.BISLERI has a separate creative department which promotes the different sizes of the bottles. Moreover.
However if you are entering a competitive market your entry price should be low to ensure big volumes to earn reasonable profits. . make good profits to face Competition and innovations at a latter date. after confirming demand and sell at cheap price.Price is directly related to 1. one can Go for higher price in the beginning. PRICE Price plays as very important role as it is the only P which helps in getting revenue: • Firstly one can explain the factors which affect the pricing decision ie. • Secondly. then gradually increase price) BRAND BISLERI 20 litre 5 litre 1.5 litre 1 litre 500 ml 330ml 250 ml cup 70 50 22 18 10 8 5 PACKAGINGS PRICE (in Rs. Break-even Point. make them addictive. Demand 2. expiry date etc. gradually the promoters dropped the price. In the beginning BISLERI had no competition. Competition 3.) Per bottle . manufacturing date. . . so the price of BISLERI was high. if there is a novel product or almost no competition.Buy Huge quantity at cheap rate.labeling gives a lot of information about the product ie the price of the product.
At present they provide 250ml cups. It deserves the best quality and presentation at a worth of the price. PLACE BISLERI has a specific distribution channel which they follow: Distribution Channel . 250ml bottles. 2L which are the non-returnable packs & 5L. For the customers bisleri has come up with a new scheme called the “REDUMTION” scheme designed specially for the customers. They have world class quality. and helps them in having satisfied loyal customers. This makes them unbeatable leaders. 1L. 20L which are the returnable packs.Customer Delight BISLERI is in the business to serve the customer. In the Redumtion scheme BISLERI provides for Rs 300 a 20lt BISLERI bottle. a 250ml bottle and a fridge stand.5l bottle. 1. at the lowest production & distribution cost.5L. BISLERI values its customers & therefore have developed 8 unique pack sizes to suit the need of every individual. 2 fridge bottles. a 1. 500ml.
one in the area of FORT and other in the area of MUMBAI CENTRAL. In the case of FORT it will require 5 distributors covering the area from . WEST .The whole MUMBAI area is been divided into 4 zones: SOUTH . The total number of stockiest would be 12. Taking out the C&F agent from the distribution channel. CENTRAL and NORTH.RETAIL From the manufacturing plant the bottles will come directly to the stockiest. In the area of SOUTH MUMBAI there would be 2 stockists. so as to increase the margin to other elements in the chain.
and TITWALA. ALIBAUG.T. PROMOTION Positioning : Playing Safe . It would cover area of PANVEL.DADAR to C.S. The stockiest in KALYAN would cover the area between THANA to KALYAN and it would require 3 distributors. A stockiest in TITWALA would cover the area from KALYAN to KASARA and would require 3 distributors. AMBERNATH. The stockist in AMBERNATH would cover the area from KALYAN to KARJAT. PENN. The stockist in the GHATKOPAR would cover the area between MATUNGA to MULUND. In the area of west MUMBAI there would be 3 stockists in the area of ANDHERI. In the area of CENTRAL MUMBAI 4 stockists would be needed. In the area of Jogeshwari to Dahisar 5 distributor would be there. The other stockiest at MUMBAI CENTRAL will require 2 distributors to cover the area from DADAR to CHURCHGATE. The stockist would be in GHATKOPAR. In the area of PANVEL stockiest 3 distributor would be needed and in the area of MAHAD stockist it would require 3 distributor and same is the case with Vashi. Covering the area from MAHIM to DHANU road.S. KALYAN. and VASHI. In the case of KHOPOLI and ALIBAUG direct water would be supplied to the distributors.T and WADALA to C. BORIVALI & VIRAR. In the area of Mahim to Andheri 5 distributor would be there. In the case of NORTH MUMBAI there would be 3 stockists. URAN. in the area of DAHISAR to DAHANU road 4 distributor would be there. MAHAD.
Bisleri follows different promotion strategies and uses different ways to promote their product like LIST OF THE HOTELS WHILE DOING INSTITUTIONAL SURVEY . Authoritative. they’ll call YOU for identification products and services. Advertising will usually is an expense that remains in your budget. Reliable “Play Safe” To keep your company humming with profitable work. spots.Target audience Personality Punch Line : : : Health and hygiene conscious people Guardian. There are all types of promotion. consider the cost.V. By positioning YOUR name at their fingertips and even literally displaying it in front of their eyes. advertising in newspapers and telephone directories to radio and T. cold calls and telemarketing. They range from direct mail. word of mouth. Whatever the medium. This constant exposure will alert potential customers who you are and where you are when they need a sign. Your company is going to require the maximum exposure you can afford. it’s vital to advertise your services.
HOTELS STATUS BRANDS CONSUMPTION .
S.Kinley Buyer Only Bisleri Non buyer Aquafina And Kinley Non buyer Buyer Buyer Buyer Buyer Non buyer Buyer Buyer Non buyer Aquafina Only Bisleri Bisleri.Bisleri 20-30 Cases 60 Cases 20 Cases 15 Cases 60-80 Cases 5-10 Cases 20-25 Cases 40-50 80-90 Cases 90 Cases Kingfisher Only Bisleri Aquafina Kingfisher.1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 Hotel Parkview Hotel Apra International Hotel Rahul Palace Hotel Good Palace Hotel Arpit Palace Hotel Swisston Palace Hotel Nice Palace Hotel Welcome Palace Hotel Taj Princess Hotel Ganga Sagar Hotel M.Aquafina. Kinley Bisleri Bisleri Only Bisleri Only Bisleri Aquafina Only Bisleri Only Bisleri 20-25 45-60 60 Cases 50 Cases 30 Cases 50-60 Cases 5-10 Cases .Kinley Bisleri Only Bisleri Aquafina Only Bisleri Only Bisleri Kingfisher 15-20 Cases 5-10 Cases 30-40 Cases 30-40 Cases 15-20 Cases 20-30 Cases 15-20 cases 10-15 Cases 50-60 Cases 20-30 Cases 15-20 Cases 60 Cases 90 Cases 80 Cases 25-30 Cases Non buyer Kinley Non buyer Non buyer Kingfisher Buyer Non Buyer Buyer Buyer Buyer Buyer Non buyer Buyer Buyer Bisleri.Aquafina.Kinley Kingfisher Kinley Sister Concern Of Non buyer Gangasagar Buyer Bisleri. Regency Hotel Grand Control Hotel Star Palace Hotel Golden Palace Hotel Lucky Holiday Inn Hotel Metro City Hotel Relax Palace Hotel Omni Hotel Surya Palace Hotel Clark Inn Hotel Magestic Palace Hotel Surya Shelter Hotel Eureka Crown Hotel Clark International Panickers Guest House Hotel Swarna Palace Hotel Shiva Continental Hotel Hill Palace Hotel Tribhovan Palace Hotel Ivory Palace Hotel Prince International Hotel Metropolitan Hotel Pooja Palace Hotel Mehar Castle Hotel Metro Buyer Non buyer Non buyer Buyer Non Buyer Buyer Non buyer Non buyer Non buyer Non buyer Only Bisleri Kinley Kingfisher Kinley.
The purpose of research is to discover answers to questions through the application of scientific procedures.Aquafina Only Bisleri Franchise of Aqua Fina Only Bisleri 20 Cases 30 Cases 20 Cases 40-60 Cases 50 Cases 30 Cases 20 Cases 5 Cases 15-20 Cases 10 Cases 50 Cases 20 Cases 60 Cases 15 Cases 10-15 Cases 15-20 Cases 10 Cases 5 Cases 20 Cases RESEARCH METHODOLOGY Research is common parlance refers to a search for knowledge.Kinley All Brands Only Bisleri Only Bisleri Only Bisleri Bisleri.Kinley Non buyer Aquafina.Aquafinaand Buyer Kinley Buyer Buyer Buyer Only Bisleri Bisleri 30 Cases 7-8 Cases 20 Cases 20 Cases 15-20 Cases 150 jars of 20 ltr 150 jars of 20 ltr Bisleri Sister Concern of Buyer Suncourt Hotel Yatri Buyer All Brand Buyer Bisleri. .Kinley Bisleri Only Only Bisleri Only Bisleri Bisleri.Kinley Buyer Bisleri Non buyer Aquafina Non buyer Kingfisher Buyer Only Bisleri Buyer Only Bisleri Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Buyer Non buyer Buyer Only Bisleri Bisleri .Bisleri Non buyer Bisleri.36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 Continental Hotel Welcome Plaza Hotel White House Hotel Kama Hotel Rupam Hotel Pawan Plaza The Suncourt Hotel Yatri Hotel Singh Palace Hotel Singh Continental Hotel Sunstar Heritage Hotel MIG Hotel De Continental Hotel Le Heritage Hotel Swati Delux Hotel Elegant Hotel Eliza Continental Hotel Lakshmi Palace Hotel Anmol Hotel Vishesh Continental Hotel Royal Palace Hotel Astoria Hotel Unique Hotel City International Hotel Good Times Hotel Metro Heights Hotel Tripti First Hotel Hotel Sobti Hotel Kafila Hotel Western Palace Hotel Jagat Inn Hotel Delta Shereton Non buyer Kinley Non buyer Kinley.Aquafina Buyer Kingfisher.
CONCLUSIVE RESEARCH DESIGN Conclusive research design is the design. RESEARCH DESIGN Research design is an important and the vital part of the research. which guides research in collecting and analysis the data.Research methodology refers to the tools and methods used for obtaining information for the purpose of the subject under study. All data sources can be classified into two data: . It is necessary that the data collected is a reliable data in order to achieve the research objective. Research methodology deals with the various methods of research. Generally all the marketing Research projects innuendos exploratory research that helps the researcher in providing the sharp focus of the problem under research. Research design is a comprehensive master plan specifying the procedure for collecting and analysis the needed information. Exploratory Research lays emphasis on the discovering of ideas and possible inside to get the information needed to carry out the research has used the exploratory form to research design in the project under study. research design is a blue print for the research study. DATA COLLECTION METHOD The success of any project or market survey depends heavily on the data collection and analysis. data collection method and analysis procedure which are used to explore the insight information form the research problem. Research methodology overall includes the research design. this helps the researcher in choosing the possible cause of action from various alternatives to make a rational design. The function of the Research design is to ensure that the required data is in accordance. Here in our project we have used the two type of research design: EXPLORATORY RESEARCH DESIGN Exploratory research design helps the research in getting the insight Information from the research problem. Research Methodology helps in carrying out the project report in by analyzing the various research findings collected through the data collection methods. The purpose of the research methodology is to describe the research procedure used in the research. Research design provides an excellent framework for the research plan of action. Hence this type of research is being used in this research project. which helps the researcher in studying the research problem in the conclusive form.
This method is quit popular. Primary Source 2. SECONDARY SOURCE OF DATA COLLECTION Secondary Data involved in my research were the information that I collected through the various broachers and pamphlets of the company which were provided to me during the analysis.Two sources to collect data are namely: 1. This data gave the most vital information for making my analysis of the prevailing purchasing behavior of the consumers. Secondary Source PRIMARY SOURCE OF COLLECTING DATA The Primary Data that I collected were the first hand information which I received through personal interviews with the consumers and through questionnaires. DATA COLLECTION . particularly in case of big inquiries. A typical questionnaire consists of a number of questions arranged and printed in definite order on a form or a set of forms. Mock interviews are basically just to save the time of both the respondents and the researcher and along with this. it is assumed as a best means for collecting data where respondents are not so literate to answer to question tailored in the questionnaire. The questionnaire is given to the respondents who are expected to read and understand the questions and write the response in the given space meant for the purpose in the questionnaire. QUESTIONNAIRE TECHNIQUE The method of collecting data mailing and personally distributing questionnaire to the respondents is the most extensively employed technique in various economical surveys.
written or oral. that its administration would not exceed 4-5 mins. These questionnaires were personally administered. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample.Data collection took place with the help of filling of questionnaires. VARIOUS POSITIONS OF BISLERI DEALERS IN INDIA . It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way. The first hand information was collected by making the people fill the questionnaires. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions. The questionnaire method has come to the more widely used and economical means of data collection. The primary data collected by directly interacting with the people.
Bangalore. Kathmandu (Nepal) where it outsells every other brands and from these network areas (cities). SWOT ANALYSIS . Mumbai. Ahmedabad. Goa. Jaipur.BISLERI has a wide distributional network of area in the following cities herein mentioned: Delhi. Bisleri distributed out in wholesale to all other parts of the country. Kolkata (earlier Calcutta). Ludhiana. Noida. Chennai. Hyderabad.
STRENGTHS: Those activities. ➢ Charging better prices from the customers. Strength of the Bisleri in the market are: ➢ Produce packaged drinking water in different packaging. promotion. due to its own activities and performance. ➢ Heavy investment on ad campaigns. ➢ Having the largest distribution network. which put the organization a step ahead of others with its performance in the field of marketing mix. ➢ Its 20 lt. ➢ Its name has become synonym for packaged drinking water. are products. ➢ Now paying more emphasis on break-away seal and attracting consumers to use only Bisleri. ➢ Low cost incurred on production on pet bottles.MICRO ENVIRONMENT FACTORS: Those forces which effect the organization from within i. and physical distribution. price. ➢ Large stock maintained by the company. WEAKNESSES: . ➢ Company is having large surplus of funds. Bottle has also reached to the retail outlets. Those forces can be controlled by the organization and an organization can improve on its strength and weaknesses in the market. ➢ Availability of water bottles at the nearest possible outlets.e. ➢ Low cost of distribution for packaged drinking water bottles. ➢ They maintain constant quality checks on quality of purified water.
. 2 lt.. ➢ Bad publicity done before by the newspaper. MACRO ENVIRONMENT FORCES: Those forces. A market opportunity is an area of buyer need in which a company can perform in profitability. i. which cannot be sterilized. those forces are uncontrollable and the organization cannot manipulate these forces.e... OPPORTUNITIES : A major purpose of environment scanning is to discuss new marketing opportunities. There is large market share of unorganized sector in packaged drinking water industry. And 20 lt. ➢ They charge more for 5 lt.. ➢ Now middle class people also use packaged drinking water at their shops and homes and it become the need of the metros ➢ ➢ THREATS: Kinley is the biggest threat to Bisleri as it is Coca-Cola company and they have surplus funds to invest in this company. And Bisleri share is increasing gradually. ➢ They don’t manufacture dispensers. Various opportunities of Bisleri in market are: ➢ The business is growing at the rate more than 80% per annum ➢ ➢ ➢ There is a high growth in 500 ml. Their break-away seal concept is accepted by the market. Bottles as compared to other emerging companies. which affect the performance and ability of an organisation from outside. .➢ Produce low quality per bottles. water bottles. 20 lt. 5 lt.
The audience defined in age. DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE TARGET POPULATION It is a description of the characteristics of that group of people from whom a course is intended. ➢ Being an Indian company. A specific resource set that is the object or target of investigation. background.The specific population intended as beneficiaries of a program. for which a given course of instruction is intended. I have selected the sample trough Simple random Sampling 1) Sampling unit The target population for the survey of: • Consumers were the already existing customers drinking packaged drinking water as well as those not drinking mineral . and preferences. the sampling frames to matches the target population.. it is getting affected by international brands like Pepsi.). and Nestle. sex etc. The target population is the population I want to make conclude an ideal situation.➢ Its higher prices and low retailer’s margin has made the competitor to strengthen their feet in the Bisleri’s market. Also called the audience the audience to be served by our project includes key demographic information (i. ability. It attempts to describe them as they are rather than as the describer would like them to be.e. among other things. age. Kinley.
M.Market. those areas are: Palam Airport. Bhijwasan. DATA ANALYSIS Packaged drinking water BISLERI One significant observation made from the study was that the number of players in the market are increasing at a very fast pace. especially the entry of multinationals. Institutions were 69 hotels. Thus it is believed that a research to find out the awareness level and recall level of the brand “BISLERI” vis-à-vis other major brands will give an idea about where does the brand exists . Vikas Puri. Lodhi Colony. 1) Sampling Size The sample size for the survey conducted for the analysis of: • • • Dealers were 303 retail outlets. Sampling techniques 1) Sampling techniques The sampling technique applied in this project is mainly Non-Probability (convenience) sampling.water. Kapashera. Vasant Kunj and Vasant Vihar. • Institutions were hotels in the Carol Bagh region. Defence Colony. Paschim Vihar. • Dealers were the retail and wholesale outlets of the company located in Delhi region particularly the areas were taken randomly. Lodhi Road. Janak Puri. Highway. This sampling unit was taken randomly from Delhi region. M. And 50 customers for consumer survey. Khan Market.
” The Secondary objective is to find out the advertising medium by which the Bottled water consumers are most influenced with. Survey was done in three parts 1. institutional survey and consumers survey I got the limited time period for there completion. This might help the brand to identify the reason for the decreasing market share. Survey of shopkeepers ---. Survey of different hotels as different hotels sells different water brands. LIMITATIONS While doing survey I found some limitations. .in the mind of the consumers. the brand of package drinking water preferred by most of the students and the people 2. Survey objective The Primary objective of the survey is to find out how does BISLERI fair in the Awareness and recall level as compared to the major competitor. 3. While doing dealers survey. Scope of Survey The survey intended to target consumers in South Mumbai region specially Church Gate and Colaba and the survey was done only in south Mumbai specially in areas like Church Gate and Colaba.asking them which is the most selling package water brand at their shop. The limitations I faced are given as under: • There was time constraint for the study work given to me while doing all the survey I did in this project work. Survey of college going students and people.
For the dealers’ survey and consumer survey the area was chosen randomly and for institutional survey the area was limited to the hotel region of Carol Bagh only. physical distribution and proper communication can increase the total sale of the company in a big way and an inefficient coordination between all these spoil the efforts made by Sales force. It .• The area considered for this survey was taken randomly. it is quite evident that an efficient promotion. • The response of some of the consumers was not up to mark. the area taken for this study was limited. So the survey may give the biased results. So. • The sample size taken for each of the survey in this project was very less and limited. Conclusion • To conclude the information which we got through the various sources.
corporate communications. Sensing troubled waters ahead. . All the multinationals are looking at high-octane advertising targeting specific consumer segments. By the strategies followed by the Bisleri has become a synonym of packaged drinking water. executive vice president. Now there is trend in the market to give bottle without security and a dispenser free of cost to a party using 100 lt. They have given 20 lt. Moreover. But the distribution cost of operations and make sure about the availability of water. This market is having large share of unorganized sector. In water industry production cost is very low. Britannia. • According to Deepak Jolly. • With the big players. Nestle and Coca-Cola the battle is the tougher arena of brand building. of water. “Aquafina will be helped by Pepsi’s network.is also very clear that proper and systematic use of limited resources can do wonder for the company. • As we have seen from the market survey that packaged drinking water industry is very huge and growing rapidly. Bisleri is busy working in strategy to soak up the competition and protect his water kingdom. Thus we can imagine how big the water market is and imagine the growth in this industry. Pepsi Foods Ltd. • Bisleri distribution network to retail outlets is the best example. who have the support of the financial muscle and a large consumer base in other categories with them. 2000 cr. • To increase Customers Company should go upon this strategy but only when it has production capabilities to give regular supply to their customers. The water market is going to reach Rs. till the end of 2003. jars to the retailers and thus reduce the distribution cost. like Pepsi. since surveys have indicated that an overwhelming majority of the bottled water that is consumed in India is by people who are traveling. Aquafina will be served absolutely chilled. As in this business most of the customers give preference to delivering service and availability on time.’ That makes sense too.
Company should also have a keen quality control system because their break-away has been accepted by the public and if sometimes the complaint comes then it will affect the sales of Bisleri. dealers survey and the consumers survey we got many conclusions and found out the market share of the brands involved in this industry. . As this water industry is going up with a very high pace so company should develop some new strategies and should always look on competitor’s strategies. Kinley is its nearest competitor having its market share of 31%. retailers and wholesaler’s margin.• By the institutional (hotel) survey. Aquafina 15% and other brands are covering 10% of their market share. According to it Bisleri is the market leader having the market share of 44%. Thus company should emphasis more on its advertisements.
SUGESSIONS ➢ Bisleri should focus on its internal branding structure. ➢ There are still efforts are needed to make people aware about Bisleri cars ➢ Bisleri Company must provide after sale service to their customers. ➢ Companies shall introduce or increase the range of their product in respect of price so that a lower middle class people may also afford to have Bisleri cars RECOMMENDATIONS Advertisement to build the brand image that will provide the required ground to establish the authenticity to the product. . ➢ Bisleri should aim at not competing among its own brands and rather focus on its rivals.
The company should organize camps at various part of the city. They should provide them free dispensers. Special emphasis should be given to availability of water on time. Display of hot and cold dispensers and bottles at places like hotels. petrol pumps and super bazaars can also be considered. schools. which have large consumption for them.2lt. To win over the consumer belief and faith over the genuinity the product. . cinema halls & nursing homes and in front of business complex. Sometimes retailers get annoyed if it is not tempered properly. There are some institutional consumers. Place like departmental stores. There is large market of packaged drinking water and company should look after the production unit and maintained production level in accordance with the market requirement. as they are the potential customers. company should have some promotional schemes. Also road shows to bring about the difference between packaged drinking water and filter/ purified water and to tell the people how packaged drinking water is more hygienic than filtered water/purified water. Awareness programs at health clubs. To aware people the cost benefit analysis to the customer of how the water costs less and benefit more. ANEXURES Questionnaire. clubs and airports where upper class group visits. because people using purifier system cost too much. Bisleri should have a quality check over their break-away seal in 500ml. pet and 1. pet.
Why do you prefer this particular Brand? ________________________________________________________ 4.Dear respondent. Are you aware of the brand BISLERI? . A few minutes of yours to fill the questionnaire will be of immense help. What influences your decision to buy a particular Brand? Brand Image Advertising Price Availability Size / Package 1. Which Brand/s do you prefer? ________________ 3. Which Brands of Mineral water are you aware of? ________________ ________________ ________________ ________________ ________________ 2. I am a student. Thank you. This Questionnaire is a part of an academic project on “Bottled water Industry”. 1. From which media did you come to know about the various brands? Television Magazines Newspapers Retail outlets Others 1. doing my TYBMS.
If yes. Yes No 1. How do you rate the following brands: G for Good ----------------A for Average ---------------.P for Poor BIBLIOGRAPHY . Have seen any advertisements of “BISLERI”? Yes No 1. where? 2.
2000 Millenium Edition.1. www. New Delhi. Kothari C. 3. Vishwa Prakashan.Bisleri.com .com 4. www. www. Prentiee-Hall Of India Private Limited.R. Marketng Management. Kotler Philip. 2. 2000. Second Edition.google. Research Methodology. New Delhi.com 5.indiainfo..
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