Report On Bisleri

- Rupali Varshney
MBA IInd year
 Company Profile

 BISLERI is a brand of bottled water in India. Bisleri has 60% market share in
packaged drinking water in India.
 Product range comprises of two variants: Bisleri with added minerals and
bisleri mountain water.
 It is available in 8 pack sizes: 250 ml bottles, 300 ml, 500 ml, 1 litre, 2 litre, 5
litre, 10 litre and 20 litre.
 Its operations run throughout the subcontinent of India and is one of the
leading bottled water supplying companies in India.
 As of 2007, bisleri has 8 plants and 11 franchises over India.
 Parle brought over Bisleri (India) Ltd. In 1969 and started bottling water in
glass bottles under the brand name ‘Bisleri’.
HISTORY
FOUNDED 1965

HEADQUARTERS MUMBAI,INDIA

KEY PEOPLE FELICE BISLERI(FOUNDER),

RAMESH.J.CHAUHAN(CHAIRMAN)

PRODUCTS BOTTLED WATER

PARENT PARLE BISLERI LTD.

WEBSITE www.bisleri.com
OBJECTIVE

 To know about the current scenario of bottle water market.

 To know the marketing strategies applied by BISLERI, its manufacturing

process its 4 Ps etc and what is its impact on the consumers.

 To understand and realize the brand preference of consumers.

VISION,MISSION & VALUES

 VISION : Our vision is to be the dominant player in the branded water

business. We must expand and be a leader in the premium beverage category.

 MISSION : We must have world class quality, at the lowest production and
distribution cost. This will make us an unbeatable leader, and we will have
satisfied loyal customers.

 VALUES : Bisleri believes in Integrity, Teamwork, Cooperation, Quality,

Passion, Openness and Transparency.
 MARKETING MIX
 PRODUCT : For daily travelling consumption (250ml & 500ml bottles)
For long travelling consumption (1 & 2 litre)
For office, home, marriage or meeting use (10 & 20 litre returnable packs)

 PRICE

BRAND PACKAGINGS PRICE (in Rs.)

Per bottle

BISLERI    
  20 litre 85
  5 litre 65
  2 litre 30
  1 litre 20
  500 ml 10
  300ml 7
  250 ml 6
 CONTINUED…
 PLACE : The whole Aligarh area is been divided into 3 zones: Agra Road,
Ramghat Road,
Civil Lines
The total number of stockiest are 3.

Target audience - Health and hygiene conscious people

 PROMOTION
First Ad Campaign : Play Safe

Second Ad Campaign : The Sweet taste of Purity

Third Ad Campaign : Bisleri The Mountain Water

Fourth Ad Campaign : Bisleri Bottle falling from Mountain

SWOT ANALYSIS
STRENGTH

 QUALITY STANDARD
 TRUST FOR BRAND
 LARGE RANGE OF PRODUCTS
 GROWING POPULARITY

WEAKNESS

 METHOD ADOPTED FOR DISTRIBUTION

 REUSE OF BOTTLE BY LOCAL SELLERS AND ILLEGAL MANUFACTURERS
 PRESSURE BY GOVERNMENT AUTHORITY
CONTINUED…
OPPORTUNITY

 FAST GROWING FIELD

 BISLERI CAN UTILISE ITS DISTRIBUTION CHAIN
 LAUNCH OF PREMIUM PACK
 INCREASE IN PRODUCTION

THREAT

 MARKET IS EYED BY THE BIG PLAYERS

  WATER FILTER MANUFACTURERS

 ENTERING OF NEW PLAYERS

RESEARCH METHODOLOGY
The survey is conducted to describe the current scenario of people over brand preferences towards
packaged drinking water, for data collection it was scheduled prior to survey work, like whom to get
feedback. The primary and secondary source of data collection were:

 Universe - Finite

 Research Design – Descriptive

 Sampling Method – Convenience Sampling

 Data Collection

 Primary Data - Questionnaire

 Secondary Data- Websites and Company reports

 Sample Size- 100 

 Sample Area- Aligarh

DATA ANALYSIS AND INTERPRETATION
1.Which brand do you prefer?

No of respondent

8% Bisleri
12% Kinley
Aquafina
15% Kingfisher
65%

 Interpretation

From the above table we can interpret that 65% respondents prefer bisleri, 15% prefer Kinley, 12% prefer
Aquafina, 8% prefer Kingfisher respectively.
2. While buying what qualities would you prefer in a package drinking water brand?

No. of respondents

Safety
5%
Bottle design
30% Brand popularity
Brand price
60%
5%

 Interpretation

From the above table we can interpret that 60% of respondents prefer safety, 5% prefer
bottle design, 30% prefer brand popularity, 5% prefer brand price respectively.
3. What influences your decision to buy a particular Brand?

No. of respondents

Brand image
20% Advertising
35% Price
Availability

10% 35%

 Interpretation

From the above table we can interpret that 20% respondents buy due to brand image, 35%
buy due to advertising, 10% buy due to price, 35% buy due to availability respectively.
4. From which media did you come to know about the brand?

No. of respondents

Television
Magazines
30%
40% Newspapers
Retail outlets
5%
25%

 Interpretation

From the above table we can interpret that 30% respondents knows from television, 5%
from magazines, 25% from newspaper, 40% from retail outlets respectively.
5. What attributes make you relate to a brand?

No. of respondents

Consistency
20% Sustainable
30%
Credibility
Uniqueness
25%
25%

 Interpretation

From the above table we can interpret that 30% respondents relates with consistency, 25% with
sustainable, 25% with credibility, 20% with uniqueness respectively.
6.What emotions do you feel when you think about your brand?

No. of respondents

Status
20%
Security
40% Positivity
10% Self-respect

30%

 Interpretation

From the above table we can interpret that 40% respondents feels for status, 30% for
security, 10% for positivity, 20% for self-respect respectively.
7.Which of the following words describe your preferred brand?

No. of respondents

10% Ambitious
Classic
40% 20% Faithful
Original

30%

 Interpretation

From the above table we can interpret that 10% respondents said ambitious, 20% said classic,
30% said faithful, 40% said original respectively.
8.What type of satisfaction are you getting from your brand?

No. of respondents

20% Satisfied
Neutral
Unsatisfied
50%

30%

 Interpretation

From the above table we can interpret that 50% respondents are satisfied, 30% are neutral,
20% are unsatisfied respectively.
FINDINGS
1. Many people prefer bisleri at first then Kinley and other respective brands.

2. While buying package drinking water brand, people prefer the safety quality to be
the highest then brand popularity.

3. Advertising and availability of a particular brand influence the decision to buy.

4. People come to know about the brands through retail outlets and television
respectively.

5. High consistency, sustainability and credibility makes people relate to a brand.

6. People connect high emotions with feelings of status and feelings of security when
they think about their particular brand.

7. People describes their preferred brand with originality and faith.

8. People are highly satisfied with their chosen/preferred brand.

CONCLUSION & RECOMMENDATION
 The brand recall Bisleri is stronger as compared to its competitors. However,
problem arises when the brand is not available and customer ends up buying the
brand of competitors. The company can acquire smaller unorganized players to
extend the reach or can tie up with major local players.

 The company should form a joint venture with some companies who have greater
rural distribution network to introduce products catering to rural market.

 Today more and more companies are coming up in the package drinking water
market as there is a lot of scope in bottle water market, the people of India are
very hygienic and only prefer bottle water.

 By looking at the increasing demand of bottle water companies have to see that
they use modern marketing strategies and also come up with trendy bottles and
satisfy the wants of the consumer.
THANK YOU