Renish.M.

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About Bisleri 
Founded

by Signor Felice Bisleri an Italian Entrepreneur

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Brought the concept of selling bottled waters in India  1st introduced in Mumbai in glass bottles in two varieties still and bubbly in1965  Started plant in Mumbai in 1967 Later Parle Agro bought Bisleri India Ltd in 1969 Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially The turn over has multiplied more than 20 times over a period of 10 years The average growth rate has been around 40% over this period.

400 crore.JOURNEY OF BISLERI 1969: Buys BISLERI bottled water from an Italian company. It was bottled in glass bottles then. . 1995: BISLERI launches a 500 ml bottle and sales shoot up by 400 per cent. which meant more transparency and life for water. Sales surge Mid-1980s: Switches to PET bottles. Felice Bisleri. Early-1980s: Shifts to PVC (Poly Vinyl Chloride) bottles. 1998: Introduces a tamper-proof and tamper-evident seal. 1993: Sold carbonated drink brands like Thums Up. Gold Spot and Limca to Coca-Cola for Rs.

2000: BIS cancels BISLERI'S license of water bottling in Delhi since some of the bottles did not carry ISI label.JOURNEY CONTD. 2000:To make it·s brand stand apart  September 2000 ² Launched Play Safe campaign Brought the AD. . the license was restored one-and-a-half months later. of a lady in bikini which is the background 2003: BISLERI says it plans to venture out into Europe and America to sell bottled water.

MARKETING MIX 4P·S .

P R O D U C T R A N G E  Himalayan Water Mountain Water Mineral Water .

where the earth meets the heavens and where in lies nature's untouched bounty. mineral rich rocks and herbs from which it absorbs many healing properties.  Bisleri bottle this pristine spring water directly at source.  Bisleri Himalayan Water is available in 500ml.H I M A L A Y A N The Himalayas. at the foothills of the Himalayas. the abode of the Gods. W A T E R This is where you'll find a treasure trove of hidden natural spring water that flows through natural purifying filters. . bottles & 1 litre bottles.

 Bisleri Mountain Water is available in 500ml bottles and 1 litre bottles . They invite you to experience their Natural Mountain Water .MOUNTAIN WATER Natural Mountain Water resonates with the energy and vibrancy of health and well-being.The sweet taste of purity. It is packed with the goodness of nature's minerals which will refresh your senses and rejuvenate you.

MINERAL WATER Bisleri with added minerals has a TDS count (total dissolved solids count)of approximately 100. 250ml . 2 litre bottles and 5 litre.10 litre and 20 litre cans. . Bisleri with added minerals is available in 250ml cups. It contains minerals such as magnesium sulphate and Potassium bicarbonate which are essential minerals for healthy living. Bisleri with added minerals is also put through multiple stages of purification to ensure the elimination of all forms of bacteria. 1 litre . 500ml .

P R O D U C T S I Z E S 8 unique pack sizes Non Returnable packs 250ml cups 250ml bottles 500ml 1L 2L Returnable packs 5L 10L 20L .

PRICING PACKAGING 250 ml Cups 250 ml Bottle 500 ml Bottle 1 Litre Bottle 2 Litre Bottle 5 Litre Returnable Packs 10Litre Returnable Packs 20 Litre Returnable Packs PRICE(Rs.) 3 3 6 12 20 30 45 60 .

For example: . 2. TV is backed by a Hoarding & point ² of ² sale material. bears the BISLERI logo & sport catchy baseline likes ´drink and driveµ. DISTRIBUTION SYSTEM:With little belief in the distributor system.All vehicles used for supply have been painted in light green. . the company leveraged its large fleet of truck to supply bottled water directly to retailers through a system called ¶Route Selling· where the driver of truck is trained to be a service person. This ensures that water supplied is fresh and bottles are in good shape.PROMOTION 1. MARKETING:BISLERI is promoted by an aggressive print & TV.

000 outlets in the country with about 12.000 trucks to criss-cross the nation.  Mr. He is planning double capacities at all of them to 200 million cases a day.PLACE Bisleri·s retail distribution muscle is indeed great.000 each in the metros of New Delhi and Mumbai. . up from the current 1000. Chauhan intends to increase that to 10 lakh outlets Around 2. With 23 bottling plants at 18 locations to churn out the products  Bisleri has around 80.

25 Rs.50 Rs.Marketing.15-0.50 Rs. 0.10-0.25 Rs. 0. 0. 2. 10-12 .Tax) Selling Cost Rs. 0.25 Rs.COST OF PRODUCING 1 LITRE OF BRANDED BOTTLED DRINKING WATER Cap Cost Bottle Cost Treatment Cost Label Cost Carton Cost Transportation Cost Others(Tapa & Case) Total Cost(Excluding Labour.25 Rs.25 Rs.1.50-2.85-4.25 Rs.10-0. 0. 0.

Bailey by Parle Agro Pvt.COMPETITORS 1. Others .Aquafina by Pepsi Co India 2.Kinley by Coca-Cola India 3. Ltd 4.Rail Neer by IRCTC (private label) 6.OxyRich by Dhariwals Industries(Manikchand Group) 5.

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STRENGTH THREAT SWOT ANALYSIS WEAKNESS OPPORTUNITY .

They buy only BISLERI water because it has became generic name for mineral water 3. 5L or 20L . TRUST FOR BRAND:More than 50 lakhs people trust the BISLERI. 5. For example: .The unique cap has been patented and cannot be duplicated. This technical strength ensures that the consumer will only get a high safe product when they will drink BISLERI. LARGE RANGE OF PRODUCTS:BISLERI offers a large range of products which attracts consumer of all categories.STRENGTH 1. QUALITY STANDARD:- Every bottle of BISLERI is put through a rigorous 6 stage purification processes which includes micron filtration and ozonisation. THE BREAK AWAY SEAL:Keeping in mind the consumers need to recognize a genuine product . Today 60-70 % of total income of BISLERI comes from its bulk segment and the company is planning to increase it up to 80%.1L or 500 ml -individual buyers. 2. . GROWING POPULARITY:BISLERI is seeing a growth of almost 50% per year. 4.organization.

NOT MEETING THE DEMAND OF THE CUSTOMER:In certain parts of our country big bottles of BISLERI are in huge demand but the company is unable to meet the demand of the consumers. So People are forced to use other brands of mineral water. Indirectly this is reducing the coverage of BISLERI. . The dealer margin is reduced due to this . REUSE OF BOTTLE BY LOCAL SELLERS:- Market research conducted by BISLERI revealed that the other overriding concern for this set of buyers is the tampering of seal and the reuse of bottles.METHOD ADOPTED FOR DISTRIBUTION:THE ¶ROUTESELLING· policy adopted by BISLERI for distribution is more expensive than more commonly followed method of appointing distributors in different towns. This is affecting the demand for the product. 3.WEAKNESS 1. 2.

2. the bottled drinking water market has been witnessing high decibel level of activity. . FAST GROWING FIELD:In recent years. EXPANSION IN EUROPE:The launch of BISLERI in the European market has created a lot of scope for BISLERI in the field. Bisleri sold at Rs. 1000 crore is expected to be Rs.OPPORTUNITY 1. It will create an international brand image and the quality will increase. 3. 20 per litre.85 per litre. LAUNCH OF PREMIUM PACK:This is prepared keeping 5-star hotels and other premium customer. with a host of new entrants. 5000 crore by 2010. Competiton for EVIAN sold at a hefty price of Rs. The bottled water market which worth Rs.

CHANGE OF IMAGE:The company has changed the colour of the product blue to green.. the company has provided a new product to the consumers. By changing the colour. . 5.INCREASE IN PRODUCTION:BISLERI is eyeing the Market and is in the process of increasing the production by setting 4 new plants adding to its 23plants. This will increase the production capacity of the company. 4.OPPORTUNITY CONTD.

They have been marketing there purifiers in the market .WATER FILTER MANUFACTURERS:BISLERI is also facing a tough competition from various water filter manufacturers such as Eureka Forbes (Aqua guard). .ENTERING OF NEW PLAYERS:To get some share in the market many new players are entering in the market.>planning to launch its own brand new entrants ATCO ->BRILLIANT water DS FOODS ->CATCH are also coming. Godrej->AQUA-PURE Tata-Tea planning to buy Himalayan Britannia distributing EVIAN . Even Hindustan lever is planning to enter into the market. 2.THREAT 1.

.THREAT CONTD.ILLEGAL MANUFACTURERS:There are 1000·s Illegal manufacturers in the rural areas provide water at a very cheaper rate . 3. BISLERI has a strong networks but its concentration on bulk segment can lead to improper network.A grocer who is selling the 1 litre pack may not sell the 20 litre pack.For example: . 4.Which also use the fake name of branded bottled water .STRONG DISTRIBUTION CHANNEL OF THE OTHER MANUFACTURERS:Kinley and Aquafina are having a strong distribution network of Coke and Pepsi.

Co-operation. Openness & Transparency. Teamwork. Passion. MISSION:We must have world class quality. at the lowest production & distribution cost. . Quality. Leadership. This will make us an unbeatable leader. VALUES:Integrity.BISLERI TODAY 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. and will have satisfied loyal customers.

THANK YOU .