Introduction

• First company to start packaged drinking water in India in

year 1965.

• Parle bought over Bisleri ( india) ltd in 1969 and started

bottling water in glass bottles under brand name ‘Bisleri’.

• Bisleri has 60% market share in packaged drinking water

industry in India.
 Product Mix

Bisleri water Vedica Fonzo Spyci

Soda Urzza
Pinacolada Limonata
 Channel Decision

• Market needs and preferences

• Channel management
• Size of market to be served
• Product characteristics required complexity of product, price and packaging
• Middlemen characteristics-whether they will push products or be passive
 Distribution Channel

Manufacturer

Wholesaler/Distributor

Retailers
Consumers
Mode of Transport

3000 5000
125
Distributors Distribution trucks
Plants

Every day, nearly 5,000 delivery vans drive out of these 125 strategically located Bisleri
bottling plants carrying over 1 million units of pure, sweet drinking water to replenish the
stocks of 3000 distributors and nearly 600,000 retail outlets.
Channel Conflicts

• Disagreement between two channel members on

consecutive levels
Vertical • E.g.: Manufacturer and the Wholesaler

• Disagreement among two or more channel

members at the same level
Horizontal • E.g.: Wholesaler vs. Wholesaler(different region)
Challenge face in distribution channel

1. Method adopted for distribution.

2. Reuse of bottle by local sellers and illegal manufacturers.
3. Faults in production.
4. Pressure by government authority.
5. Not meeting the demand of the customer.
Conclusion

• Bisleri have developed 8 unique pack sizes.

• Selling bottled water.
• Target the market for soft drinks.
• Fun element around the product.