IIPM-MUMBAI 2010-2012

FALL-WINTER BATCH
 RAVITEJ-36
ARCHANA-8
ANIRUDHa-3
KRUPA-45
AASTHA-44
MANASHWI-24
 Why Bisleri ?

Aree yaar.. Ek Bisleri

dena!!

It has become
synonymous to safe
drinking water.
 HISTORY.
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 1972-73, Bisleri was made available in Poly Vinyl Chloride bottles. After this plastic
packaging was introduced.

In 1993, Ramesh Chauhan (MD of Bisleri International) sold off all the Parle Brands.

In 1995, when Parle Exports took charge of the brand operations, the business took
off in the market.

In 1998, a strategy was adopted to concentrate aggressively on the home market.

In 2000, India’s branded water market had grown to Rs.7 Billion.

 HISTORY.
This is the time when the competitors rushed into the market.

In the Bulk Segment, Bisleri was the market leader, with almost all the competitors
staying away.

In 2001, both Kinley and Aquafina made huge investments in their bottling plants.

But this changed nothing as Bisleri continued to lead in the market share.
 Present Situation.

Bisleri Continues to lead..

The brand has 18 Owns 40% of the

manufacturing locations
spread across the country. market share.
 Working Conditions.
3000
250 Workers
Workers all
in Mumbai. Workers over India.
Work in 3
shifts.

Workers keep
on changing 60-70
every 6 workers work
hours. in one shift.

Machines One bottle

are serviced takes
every 45 approx. 5
days. mins to fill.
 Closest Competitors ?

Parle’s BISLERI
Holds
40%
Coca Cola’s Kinley
Of Market Share
Holds
28%
MarketShare.
Tata’s Himalayan,
Ganga,
& Other small players
hold
20-25% share

PepsiCo’s Aquafina
Holds
11%
of Market Share
 Marketing Mix.

PROMOTION. PRODUCT.

4 P’s.

PRICE.
PLACE.
1st P – PROMOTION.
Advertisement.
1st P – PROMOTION.
Advertisement.
 1st P – PROMOTION.
Advertisement.

All This can be reduced

at just the cost of a
penny. . .
1st P – PROMOTION.
Advertisement.

THE CHOICE IS IN YOUR HANDS. . .

 1st P – PROMOTION.
Sales Promotion.

During the year

2000, there were
many new
companies coming
into the market of
bottled water.

To Avoid those companies to capture the

market, Bisleri provided 20% Extra water at
the same cost.
1st P – PROMOTION.
Personal Selling.

As Bisleri’s major part of profits

comes from the Bulk Orders, it
constantly keeps on looking out
for new hotels, restaurants,
companies that have come up.

This is possible through their

advanced R&D team.
 1st P – PROMOTION.
Public Relations.

Bisleri is known
Due to the
for its Brand
credibility of the
Building.
brand Bisleri, the
This is only
working staff is
possible through
motivated as
effective Public
well.
Relations.
 2nd P – PRODUCT.
250 ml cups. Product wise share in the market.

500 ml bottles.
Others
10%
1 litre bottles.

20 litres
1.5 litre bottles 40% 1 litre
25%

2 litre bottles.
Others
1.5 & 5 1 litre
5 litre jars. 5 litres litres
10% 15% 1.5 & 5 litres
5 litres
20 litre jars.
20 litres
 2nd P – PRODCUT.
Break
Break
Away
Rigorous Double
Double
Ozonisation
Ozonisation
Away
Seal.
Seal. BISLERI. R&D Process.
Process.
Ozonisa
tion
Final
Ozonisation
Pre-
filtration
Mineral
Addition Purest
Purest
Water
Water
from
Reverse Water
Water
from
Himalayas.
Himalayas. Micron Osmosis Available.
Available.
Filtration
 4th P – PLACE.
52
52 Bottling
Bottling
Plants
Plants all
all
over
over India.
India.

Makes Bisleri a
Everyday

250 Crore +
Everyday
nearly
nearly 5000
5000
vans drive
vans drive out.
out.

Company.

Carrying
Carrying over
over
1
1 million
million units
units
of Bisleri
of Bisleri
Bottles.
Bottles.
 3rd P – PRICE.
250 ml 500 ml bottle 1 litre bottle
pack is Rs.6 is Rs.10 is Rs.15

1.5 litre bottle 2 litre bottle 5 litre jars

is Rs.17 is Rs.22 is Rs.35

20 litre jars
is Rs.70
 Future Plans.
Already tested for the European
Markets.
Venture into
Europe.
Forecasting sales of a whooping
3,00,000 cases.

Bisleri will be sold in Europe by

the existing Maaza distributors.
Open as many
as 35 new
Invested about 52 crores for the
bottling plants
same.
in India.
In areas like Maharashtra,
Jammu & Kashmir.

Research for the same is on.

To launch Fruit
Flavored Water.
Flavors like Peach, Green Apple,
etc are being planned.
Thank You. . .