REYA REJI

ROLL #. 731
BRAND MANAGEMENT
ASSIGNMENT I
 Bottled Water
Industry(India)
The overall packaged bottled water in India is estimated to
touch the Rs 10,000 croremark in the 2012-13 fiscal,
growing at a compound annual growth rate (CAGR) of 19%,
says a new report by IkonMarketing Consultants. Presently,
this market is estimated at Rs 8,000 crore, and could touch
Rs15,000 crore by 2015, the report adds. While Bisleri
continues as the top brand with a 36% share among
national players, Coca-Cola's Kinley follows with 25%
share, followed by Aquafina at 15%. Other smaller brands
include Parle Agro's Bailley, Kingfisher and McDowells No.
1, according to the report. The global bottled water market,
which saw an increase of 40-45% over the past five years,
is currently valued at close to US$ 85-90 billion, the report
adds.
 Bisleri-Facts
A brand that pioneered the concept of mineral
water, bottled with its distinct green label, Bisleri,
today, is a household name. Powered by 17 owned
plants, 33 co-packers, 11 franchisees and a wide
distribution and retail network pan India, Bisleri is
at the centre of the Aqua Green Revolution.
A brand that aims to create an India in which every
person has uninterrupted access to scientifically
purified and fortified drinking water, irrespective of
geographical barriers or economic limitations.
The brand name Bisleri is so popular in India that it
is used asa generic namefor bottled water.
 Bisleri- Business Statistics
Bisleri holds 40 per cent of the market share and is the
market leader. Kinley and Aquafina are fast catching
up, with Kinley holding 20-25 per cent of the market
and Aquafina approximately 10 per cent. The rest,
including the smaller players, have 20-25 % of the
market share.

Bisleri can be considered to be in the growing stage of

its life cycle as since its inception, the brand has
continuously been trying to go along with the changing
times and implement all the right changes, whether in
terms of positioning, packaging, expanding or simply
increasing consumer reach.
 Bisleri- Target Profile
Geographical
For a product like mineral water, there are hardly any
geographical limits. It can be present at all locations such
as:

Residential Areas
Business Areas
Commercial Areas- malls, dine outs, multiplexes etc
Tourist Destinations
High Temperate Areas
Educational Hubs
Recreational Locations
 Bisleri- Target Profile
Demographical
Gender: All
Age: No Limits
Socio-Economic Class: Initially when Bisleri was launched, it
targeted the well to do members of society as bottled water was
not at all common.
As the brand started to grow, it started to spread reach across all
the different segment levels of society from high to low. It aimed
to make clean water accessible to all.
Psychographic : The urban population and the health
conscious.

Behavioural: Buying behaviour involves the brand Bisleri

replacing the general term Mineral water
 Bisleri- Six Wants &
Variables
Functional -------- Package/Form
It is available in 8 pack sizes: 250ml cups, 250ml bottles,
500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre.

Value-------- Pricing
250ml- Rs.3 500ml- Rs.5 1ltr-Rs.10 1.2ltr-Rs.12 2ltr-Rs.20
5ltr-Rs.30
20ltr-Rs.75
A brand that is known to provide value for money.
 Bisleri- Six Wants &
Variables
Self-Image------- Advertising & Communication
Tagline: The Sweet Taste of Purity
Ad Campaigns: Play Safe
Bada Bisleri
There is just one Bisleri
Pure and Safe

Advertised safety feature- Tamper proof seals.

Color change from blue to aqua green to differentiate from

competition.
 Bisleri- Six Wants &
Variables
Availability----- Distribution
Intensive Distribution:
-Increasing bottling units
-Large transport vehicle fleet
-Retail Outlets
-Large availability with Retailers
-Large availability with Wholesalers

Service----- Service Centers/Customer Service

Risk Avoidable----- Guarantee/Purity seal
 Kinley(Immediate Rival)
Kinleyis a brand ofstillorcarbonated waterowned
byThe Coca-Cola Companyand sold in many
largeEuropeanandAsiancountries.
It is one of the high quality drinking water brands in
India.
Kinley water comes with the assurance of safety
from The Coca-Cola Company. Introduced with
reverse osmosis along with the latest technology to
ensure purity of the product. Kinley believes that
right to pure, safe drinking water is fundamental.
Kinley is Bisleris immediate rival and holds about
25 percent of the market share.
 Kinley- Target Profile
Geographic
Residential Areas
Business Areas
Commercial Areas- malls, dine outs, multiplexes etc
Tourist Destinations
High Temperate Areas
Educational Hubs
Recreational Locations
Demographic
Gender: All
Age: No Limits
Socio-Economic Class: Mostly middle income earners and above.
 Kinley- Target Profile
Psychographic
Health and purity conscious people.
Behavioral
Very particular about the quality and safety of water and dont
mind paying a little higher if needed.
 Kinley- Promotional
Difference
Ad Campaign: Boondh Boondh mein Vishwaas
USP: Reverse Osmosis process of purification

Price Range: Almost neck to neck with Bisleri but

might be slightly higher.