Marketing Strategy of Bisleri

 With more than 52 years of history since its

inception, the company despite homegrown
intense competition is able to have a dominant
position in the industry.
 The company has been associated with various
events such Indi World Music Day-Hard Rock
Cafe, Pinkathon, racing event Volkswagen Vento
Cup 2016 and many others.
Segmentation, Targeting & Positioning

 In order to understand the market taste &

preferences, it is essential to identify the
characteristics of the population. Bisleri uses a
mix of demographic and geographic segmentation
strategies.
 Since the company is operating based on the
different SKU’s, therefore company uses selective
targeting strategy.
 It has positioned itself as a brand based on
convenience as it is available in the market through
the extensive distribution network.
 Marketing Mix - Bisleri analyses the 4Ps of
Bisleri’s marketing strategy, which includes
the Product, Price, Place, and Promotion of Bisleri
bottled water and soft drinks.
 Mission-“You just have to do a good job, a better
job than the others, and automatically you will rise
above the rest and become the best”
 Vision- “Our biggest competition, is our own
incompetence”
 Tagline-“The sweet taste of purity”
 Competitive advantage

 Part of Parle Group: The Bisleri international was

purchased by Parle group founder Jayantilal
Chauhan from Italian Mineral Water company
founder Signor Felice Bisleri in the year 1969 and
since then the brand produced famous brands and
sold some of it to other companies. With such long
history in the mineral Water & beverages industry,
company has today become a dominant player in
the market.
 Extensive reach in the
market: The competitive advantage that the
brand had over other brands or counterfeit
products in the market is its availability in the
market and customer finding it convenient to
purchase from anywhere whether it is a railway
station, pops & mom store, nearest Kirana
Stores, e-commerce sites or stationeries shop.
 BCG Matrix
Bisleri is operating in the business segment such as
Mineral Water with different SKU’s (Stock keeping units)
i.e. 20 Litres, 5 liters, 2 Litre, 1 liter, 500ml and 250 ml &
Vedica as well as carbonated drinks and energy drink.

Its water mineral business starts in the BCG matrix as it is

flourishing day by day, unlike Vedica which has been
launched by Bisleri in premium segment competing with
TATA’s Himalaya but has not been successful.
 Although in carbonated drinks it has Bisleri
Pop with four flavours – PinaColada, Spyci,
Limonata, and Fonzo along with Bisleri Soda
and in energy drink segment it has Urzza brand
but due to the presence of companies
like Cocla - cola and Pepsi with wide product
portfolio this business of Bisleri has not been
successful and therefore it is Question mark in
the BCG matrix.
Distribution strategy

 Bisleri International uses hub & spoke model in order

to make its products available to nook & corner of the
country. It is operating by dividing the country into
four regions North, East, West & South.
 It has been distributing the bottles of varied sizes
through distribution channels such as Resellers,
retailers, distributors, wholesalers, and pops & mom
store etc. The water major’s distributi on
network reach out to 2 lakh outlets across India which
are increasing year on year as the company is
penetrating in the remotest location of the country.
 Brand Equity
 Synonymous with the mineral water, the brand has
been the home of some of the iconic brands in the
beverage segment. The brand has such as stronghold
in the market that even without any advertisement for
last three years the company has been able to
maintain its market share
 and is growing at the rate of more than 20% yearly.
 It has launched various media and BTL campaigns
over the years such as Play safe, Bisleri the Mountain
water, Kiss to drink which has helped the company in
being in touch with the customers and increase
visibility in the market.
 Competitive analysis

 The company have it roots linked to the iconic

brands thumUp, Limca, Gold Spot and Maaza which it
sold to Coca-Cola more than 20 years ago has been
holding strong market share in mineral water category
where it has 60 % market share (In 2012) but it
decreased to 40% (In 2017) due to tough competition
over the years in the industry and is growing with a
rate of 22% YoY basis.
 The company competes with companies in the segment
such as Rail Neer, Aquafina, Kinley, Kingfisher,
Oxyrich, and many other counterfeit & local brands.
 Market analysis
 The beverages market is segregated between aerated drinks
and mineral water. Growing middle class and people
becoming hygiene in the daily intakes, rising pollution,
changing eating habits are some of the factors affecting the
companies operating in the industry.
 Changing consumption pattern, increasing nuclear families,
increasing migration of the customers, increasing weekend
outings are reshaping the demand dynamics of the
companies operating in the market.
 As per the report of Zenith International, there is a double-
digit growth in the Asian Market where the share of the
bottled water market Asia is more than 40% in 2015, up
from 35% in 2011.
 Customer analysis

 Customers of Bisleri are organizations/institutions,

retail customers, resellers, wholesalers, distributor,
office campuses, institutions, banks, clubs.
 The company targets mainly the large key accounts
i.e. in order to create a sustainable business over a
period of time.
Thank You