Reinventing

Course: Brand Management

By: Rithvik Shetty

IBM’19
 Decision Dilemma
● With consumer perceptions about mineral water
changing, does Bisleri need to Reinvent itself.

● How do consumers respond to various marketing

strategies that Bisleri uses.

● Will Bisleri’s aggressive marketing and ‘playsafe’

campaign make it a $10 billion brand.
 Decision Alternative
• Bisleri can continue with the aggressive marketing
strategy and keep penetrating into various markets
like they did for soft drinks.
• They can analyze how consumers respond to their
products and how it appeals them. They can use a
strategy on the basis of this analysis.
• They can target the playsafe campaign not just
towards the youth but older age segments too because
when it comes to water, safety becomes a need for
everyone.
 Solution
• Bisleri should go in for strategies to target customer segments
based on appeal, convenient packaging and other
characteristics according to the customer segment it is
targeting.
• Most people buy water while travelling as at home and offices
there are water filters (Bisleri jumbo 18ltr). So they can
promote Bisleri at transit areas where there will be a higher
need for clean drinking water.
• Hotels, institutions, corporates order their water requirements
through dealers and for them safety is a priority. Bisleri can
improve distribution channels and using their playsafe
campaign they can depict the safety that Bisleri ensures.