2362. Studying the Impact of Marketing & Distribution Strategy of Bisleri[Akshay]

7/30/2019 2362. Studying the Impact of Marketing & Distribution Strategy of Bisleri[Akshay]

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PROJECT REPORT

ONSTUDYING THE IMPACT OF

MARKETING & DISTRIBUTIONSTRATEGY OF BISLERI

KRISHNA COLLEGE OF SCIENCE & TECHNOLOGY, BIJNOR

AFFILIATED TO:

MAHATMA JYOTIBA PHULE ROHILKHAND UNIVERSITY

SESSION-2012-2013

SUBMITTED TO SUBMITTED BY


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MR. GAURAV NEKHIL MOHANFACULTY OF B.COM. COMPUTERS ROLL NO.4096014

B.COM. COMPUTERS

CERTIFICATE

THIS IS TO CERTIFY THAT NEKHIL MOHAN S/O OF MR.

MADAN MOHAN STUDENT OF B.COM. COMPUTERS SESSION

2012-2013. KRISHNA COLLEGE OF SCIENCE & TECHNOLOGY

HAS COMPLETED THE PROJECT TITLED STUDYING THE

IMPACT OF MARKETING & DISTRIBUTION STRATEGY OFBISLERI UNDER MY GUIDANCE AND SUPERVISION

MR. GAURAV

FACULTY OF B.COM. COMPUTERS

OF KRISHNA COLLEGE OF SCIENCE & TECHNOLOGY

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DECLARATION

I, NEKHIL MOHAN,, student of B.COM. COMPUTERS from KRISHNA COLLEGE OF

SCIENCE AND TECHNOLOGY, BIJNOR, Uttar Pradesh hereby declare that I have completed

Report on STUDYING THE IMPACT OF MARKETING & DISTRIBUTION

STRATEGY OF BISLERI as part of the course requirement.

NEKHL MOHAN

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ACKNOWLEDGEMENT

It is with the feeling of satiated and sense of Zenith that I draft this acknowledgement note. I

wish to express my gratitude to those who have generously helped me to compile the

Dissertation and stand up high, to the expectation of the institute.

I wish to express my deep sense of gratitude to my faculty guide Mr. GAURAV ,

KRISHNA COLLEGE OF SCIENCE AND TECHNOLOGY,BIJNORfor him guidance has

aided me in the completion of this project.

I further declare that the information presented in this project is true and original to the best of

my knowledge.

NEKHIL MOHAN

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PREFACE

Project is an integral part of our academic curriculum. Modern organizations are highly complex

and dynamic systems. They operate under very turbulent social economic and political

environment. They are required to reconcile several incompatible goals. Conflicting roads and

divergent interests. They are also fraught with use risk and uncertainties hence tactful

management of such organization to plan execute, guide, coordinate and control the performance

people to achieve predetermine goal. Management has to keep the organization vibrant moving

and in equilibrium it has to achieve goals which themselves are changing. It is therefore the

problem is highly complex and ticklish. To tackle these problems, information plays an

important role.

Marketing Research is the appropriate tool to get most useful information about the market. This

information will asset to marketing manager in making effective decision. The research are used

to acquire and analysis information and to make suggestions to management as to how marketing

problems should be solved.

The objective of this project is to enable the student to understand the application of academies

in real life business. I am fully confident that this project will be extremely useful for the

management.

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TABLE OF CONTENTS

CHAPTER: 1 Introduction

CHAPTER: 2 Literature Review

2.1 Marketing strategy

2.2 Advertising campaign of Bisleri

2.3 Packaging and distribution

2.4 Marketing mix

2.5 Competition in market

2.6 Safety of bottled drinking water

CHAPTER: 3 Objective of study

CHAPTER: 4 Research Methodology

4.1 Research Design

4.2 Tools and Instrument Used for the Study

4.3 Procedure of data collection

4.4 Sampling

CHAPTER: 6 Data Analysis & findings

CHAPTER: 7 Conclusion & Recommandations

CHAPTER: 7 Excutive Summary

Bibliography

Annexure

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INTRODUCTION

GENESIS

The name that epitomizes mineral water today was first introduced in Mumbai in the early 60's.

In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of selling bottled water

in India. His company Bisleri Ltd. offered mineral water in two Variants- bubbly and still.

In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass bottles

under the brand name 'Bisleri'. In due course Parle switched over to PVC non-returnable bottles

and finally advanced to PET containers.

EXPANSION

Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone significant

expansion in their operations. The company has witnessed an exponential growth with their

turnover multiplying more than twenty times in a short span of 10 years. The average growth rate

over this period has been around 40% with Bisleri enjoying more than 60% of the market share

in the organized mineral water segment.

Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4 new

plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it was the pioneer

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of the bottled water industry in India has made it synonymous to Mineral water and a household

name. So naturally 'When you think of bottled water, you think Bisleri'.

Rigorous Research and Development and stringent quality controls have made it market leaders

in the bottled water segment. Bisleri has always been committed to offering every Indian pure

and clean drinking water. Hence Bisleri water is put through multiple stages of purification,

ozonisation and is hygienically packed for final consumption.

To maintain strict quality controls in every unit, Bisleri not only purchase caps from approved

vendors, but also manufacture own bottles, in-house. To be at par with International standards,

they have recently procured the latest state-of-the-art machinery which has not only helped them

improve packaging quality but has also reduced raw material wastage and doubled production

capacity. One can rest assured that they are drinking safe and pure water when they consume

Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity!

BISLERI TODAY

The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water. However in

an effort to offer something special to there loyal consumers they have recently introduced

Bisleri Natural Mountain Water- water brought to consumers from the foothills of the mountains

situated in Himachal Pradesh. This newly launched offering has widened Bisleris product range

to two variants: Bisleri with added minerals and Bisleri Mountain Water. Bisleris registered

office is in Mumbai.

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http://bisleri.com/mountain_water.htmlhttp://bisleri.com/mountain_water.html


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VISION

Our vision is to be the dominant player in the branded water business where the second player is

less than 20% of our business.

MISSION

We are in the business to serve the customer. He is the most important person. He is the only one

who pays. He deserves the best quality and presentation at a worth of the price. We must have

world class quality, at the lowest production & distribution cost. This will make

us an unbeatable leader, and will have satisfied loyal customers.

VALUES

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness & Transparency.

PRODUCTS

Bisleri has developed 8 unique pack sizes to suit the need of every individual. It is present in

250ml cups, 250ml bottles, 500ml, 1L, 2L which are the non-returnable packs & 5L, 20L which

are the returnable jar packs.

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BISLERI WITH ADDED MINERALS

This product is bottled drinking water at its best. Bisleri with added minerals has a TDS count

(total dissolved solids count) of approximately 100. It contains minerals such as magnesium

sulphate and potassium bicarbonate which are essential minerals for healthy living. They not

only maintain the pH balance of the body but also help in keeping one fit and energetic at all

times.

Bisleri with added minerals is also put through multiple stages of purification to ensure the

elimination of all forms of bacteria. This makes the water you drink completely safe to consume.

Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml bottles, 1 litre

bottles, 2 litre bottles and 5 and 20 litre cans.

BISLERI MOUNTAIN WATER

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal

nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', Bisleri

Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to

nature.

Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh and is

available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.

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PURIFICATION

Every drop of Bisleri water is purified as per international standards to ensure that customers

Bisleri experience always remains pure and satisfying for longer. The following is a brief

understanding of the water treatment process.

CHLORINATION

Kills micro organisms. Remove organic matter.

ARKAL FILTER

Removes suspended matter and turbidity.

CARBON FILTER

Removes residual chlorine & odours

REVERSE OSMOSIS

Removes organic material. Controls total dissolved solids in the water.

ADDITION OF MINERALS

For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION

Additional safety measures to guarantee purity.

OZONATION

Ensures water remains bacteria free for longer life.

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PACKAGING

The most critical aspect of Bisleris bottling process that sets them apart from the rest of the

industry is the fact that there bottles remain untouched right through the rinsing, filling, capping

and labeling operations.

FILLING

Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the RFC. Our

RFC equipment is neck run and it boasts of a monoblock unit, which means that every bottle is

held by the neck automatically while being inverted, rinsed and sprayed with ozonated water at 2

Bar pressure. After draining, the bottles are re-inverted and transferred to the filler. At the filler

these bottles are straightened up and gradually lifted to the filling valves which open only when a

bottle is placed under them. Filling is then done systematically through gravity.

CAPPING

After the filling process the bottles are then transferred to the capping section. Here ozonated-

water rinsed caps are screwed on the bottle with uniform torque. Since our water is ozonated all

product contact parts are of 316L grade stainless steel and the rubber parts are of EPDM. (All

components are water lubricated above the table top.)

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LABELLING

From the capping section the bottles are directly sent to the labeling section. All Bisleri bottles

are labeled on a hot melt reel feed BOPP labeling machine. This machine allows each individual

bottles to be spaced out and fed to the labeling station where precisely cut labels with a strip of

hot melt glue at the leading and trailing edge, get rolled around the bottle. These labels are fed

into the machine in a roll form too.

QUALITY CHECK

From here on, the bottles go through an online check where qualified personnel inspect each

bottle for any leaks or breakages. They are then packed into sturdy cartons which are dispatched

to the market by our fleet of trucks.

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COMPETITORS

The bottled water industry is one of the most thriving sectors in India. The market is growing at a

whopping rate of about 55 per cent annually and is expected to cross Rs. 1000-crore mark within

the next couple of years.

Almost all major national and international brands have taken a plunge. Parle's Bisleri that

virtually monopolised the bottled water market is now vying with Nestle, Coca Cola, PepsiCo,

Manikchand, UB and Britannia. According to a national-level study, there are close to 200

bottled water brands in India. Nearly 80 per cent of these are local brands.

MAJOR COMPETITORS IN REGION

AQUAFINA

Aquafina is a brand of Pepsi co. It was first distributed in Wichita, Kansas in 1994, and was

distributed across the United States, Canada, Turkey, Saudi Arabia, Vietnam, Pakistan and India.

As of 2003, it had become the United States' top-selling bottled water brand in measured retail

channels. Aquafina uses PepsiCo's own seven-step purification system, which it calls HydRO-7,

which includes pre-filtration treatment to remove larger particles, two stages ofpolishing

filtering, charcoal filtration, reverse osmosis,ultraviolet and ozone sterilization [1]. PepsiCo states

in marketing material that this system removes substances that may be in other brands of bottled

water.

Aquafina entered in Indian market in 2000-2001 and it used its Parent concerns established

distribution network.

Now when we talk about the market, there are various startegies used by Aquafina in Rajasthan.

Like they are giving away free water bottles to retailers with purchase of cola cartons and they

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http://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/w/index.php?title=Polishing_filter&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Polishing_filter&action=edit&redlink=1http://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Ultraviolethttp://en.wikipedia.org/wiki/Ozonehttp://en.wikipedia.org/wiki/Aquafina#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/w/index.php?title=Polishing_filter&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Polishing_filter&action=edit&redlink=1http://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Ultraviolethttp://en.wikipedia.org/wiki/Ozonehttp://en.wikipedia.org/wiki/Aquafina#cite_note-0%23cite_note-0


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are not letting any other drink to be stored inside the refrigerators provided by them to the

retailers. In that case small retailers are unable too keep Bisleri bottles cold and propsing one of

the major reason to not to buy Bisleri then to buy any other water. Consumer always ask for cold

water because of heat in Delhi.

KINLEY

Kinley is owned by The Coca-Cola Company and sold in many Central European countries and

India. Its carbonated forms are used formixers, and also available in a variety of fruit flavors.

The Kinley brand is used by Coca-Cola for two types of drinks:

-A Carbonated water with a wide array of variants: tonic, bitter lemon, club soda and fruit

flavored. Available in Austria, Belgium, Bulgaria, Czech Republic, Denmark, El Salvador,

Germany, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldives, Moldova, Nepal,

Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzerland, United States, West

Bank-Gaza and Zambia.

A High quality bottled water available in Bangladesh, Bulgaria, India, Maldives, Nigeria and

Pakistan.

When we talk about the market Kinley also follows similar strategies to Aquafina of giving away

free water bottles with there cola cartons and not letting retailers kep any other product inside

there complimentary refrigerators.

BAILLEY

Bailley, brand is owned by Parle Agro Pvt. Ltd. Parle Agros other products are Frooti, Appy,

LMN, candies like mintrox etc. It is the first water brand to be issued an ISI certification. The

first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and

British Airways. Bailley is available in 200ml, 330ml, 1 Ltr. & 2 Ltr. PET.

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http://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Carbonatedhttp://en.wikipedia.org/wiki/Mixershttp://en.wikipedia.org/wiki/Austriahttp://en.wikipedia.org/wiki/Belgiumhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Denmarkhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Israelhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Lithuaniahttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Moldovahttp://en.wikipedia.org/wiki/Nepalhttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Norwayhttp://en.wikipedia.org/wiki/Polandhttp://en.wikipedia.org/wiki/Romaniahttp://en.wikipedia.org/wiki/Slovakiahttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/West_Bankhttp://en.wikipedia.org/wiki/West_Bankhttp://en.wikipedia.org/wiki/Zambiahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Carbonatedhttp://en.wikipedia.org/wiki/Mixershttp://en.wikipedia.org/wiki/Austriahttp://en.wikipedia.org/wiki/Belgiumhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Denmarkhttp://en.wikipedia.org/wiki/El_Salvadorhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Israelhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Lithuaniahttp://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Moldovahttp://en.wikipedia.org/wiki/Nepalhttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Norwayhttp://en.wikipedia.org/wiki/Polandhttp://en.wikipedia.org/wiki/Romaniahttp://en.wikipedia.org/wiki/Slovakiahttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/West_Bankhttp://en.wikipedia.org/wiki/West_Bankhttp://en.wikipedia.org/wiki/Zambiahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Maldiveshttp://en.wikipedia.org/wiki/Nigeriahttp://en.wikipedia.org/wiki/Pakistan


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The reason behind Bailleys success is that they are offering bottles to the retailers at very low

price hence giving them opportunities to gain considerable margins. In few areas Bailley

distributers were supplying water at nominal price of five rupees to the retailers. Retailers

believe that brand name does not make a difference when it comes to water and they always go

for cheaper available variant to them.

KINGFISHER

Kingfisher is mainly a beer brand manufactured and marketed by united breweries ltd. It is one

of the largest selling beer in country commanding a 29% market share in country. Its not been

very long since it entered into Packaged drinking water segment. The only strategy behind this

was diversification henceforth emerging as one of the main competitors to Bisleri. Kingfisher

also makes use of its already set network and its a major supplier of water to wine shops.

FOSTERS

Based in Melbourne, Australia, and publicly listed on the Australian Stock Exchange, Foster's

products are sold in over 100 countries. They have around 200 premium brands, and operations

stretching over to five continents.

Fosters beer is very popular in India among youth that creates a kind of loyalty to the brand

further showing a glimpse in packaged drinking water segment. Fosters also use low price

strategy to sell its packaged drinking water in market.

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OTHER COMPETITORS IN MARKET

ALFA

ATLAS

GOLDEN EAGLE

GOLDEN VALLEY

DEW DROPS

HELLO

HIMALAYAN

INTIMATE

KENABAR

NAKSHATRA

NESTLE PURE LIFE

PRISTINE

RAINDROPS

SUN

SPRINT UP

SPA AQUA

GAGAN

VINAYAK

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MINERAL WATER INDUSTRYCURRENT MARKET SCENARIO

A few years back, the mineral water market had been crawling at the rate of 3-4%, or

even a lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF

bottles. But increasing cases of typhoid and other waterborne diseases began to be

reported. In addition to this, liberalization happened and the mineral water industry

began to be stirred and shaken. The market started growing an astounding rate of over

100% per annum. The fact that there were very few players in the market meant that

their business grew by leaps and bounds.

The market today has grown to Rs11bn. The organized sector -- branded mineral water

-- has only Rs5bn of market share. The rest is accounted for by the unorganized sector,

which is dominated by small regional players. The market is still growing at a rate

greater than 80% per annum.

In the branded segment, Parles Bisleri is the market leader with a share of more

than 45%. Parle Agros Bailley comes a close second with market share of 15%. Other

major players in the market are Yes of Kotharis, Ganga of T-Series, Himalayan, Hello,

Nestls Pure Life, Pepsis Aquafina, Coca-Colas -Kinley Prime, and Florida etc .

Sensing the opportunity that this segment holds, MNCs began to draw up plans to enter

the market. Today the market is proving to be yet another battlefield for an ongoing

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battle between the Desis and MNCs. Last year the industry had around 170 brands.

This figure is over 300 presently. The major foreign players are Coca-Cola promoted

Kinley, Pepsis Aquafina, Britannias Evian, Nestls Perrier, Herbert sons and Danone

International.

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MARKETING

STRATEGY

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It is complete and an unbeatable plan designed specifically for attaining the marketing objective

of a firm. The marketing objective indicates what the firms want to achieve. The marketing

strategy provides the design for achieving them the linkage between marketing strategies and

overall corporate success is indeed direct and vital. Realizing the marketing objectives is the

purpose of two generic categories.

1. price based

2. Differentiation based

The price based marketing strategy

A business that opts for the price route in its competitive battle will enjoy certain flexibilities in

matter of its product and use prices as main competitive level. It will price its product to suit the

varying competitive demands. It will be enjoying certain inherent cost advantages, which permits

it to resort a price based fight. The major forms where such cost advantage can occurs are

economies of scale, absolute cost advantages. Benefits of early entry a large market share build

over a time. it provides freedom in the matter of pricing but after producing a particular

product and getting stuck in the face of the competition , one can not successfully opt for a

price led strategy .

The differentiation based strategy

Marketing strategy based on differentiation works on the principle that any aspect of the offer

and any activity of the firm can be made distinctive compared with the competiting offers. Right

from technology, plant location to post sale and service a company can perceptibly differentiate

and many buyer values. Companies usually choose those functions, which give them the greatest

relative advantage.

Different firms adopts different strategy stances as their situational design differ-

Broadly strategy stances can be classified under three heads-

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1) Offensive Strategy-

Offensive Strategy also known as confrontation strategy is a strategy of aggression. A

firm that is not presently the leader usually employs it, but it aspires to leadership

position in the Industry

2) Defensive Strategy-

The leader who has the compulsion to defend his position against the confrontation of

powerful existing competitors or to dislodge the leader from his topmost position usually

employs it

3) Niche Strategy

A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates

a small market segment for itself with unique products / services supported by a unique

marketing mix.

FORMULATING THE MARKETING STRATEGY-

Formulating the marketing strategy consists of two main steps-

1. Selecting the target market-

It does not fully bring out the import of the inseparable linkage between the two. When the

selection of the target market is over an important part of the marketing strategy of the firm is

already determined, defined and expressed.

2. Assembling the marketing mix-

Assembling the marketing mix means assembling the four ps of marketing in the right

combination. The firm has to find out how it can generate the best sales and profit. It plans

different marketing mixes with varying levels of expenditure on each element and tries to

figure out the effectiveness of each combination in terms of the possible sales and profit.

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ADVERTISING

CAMPAIGN

OF

BISLERI

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ADVERTISING CAMPAIGN OF BISLERI

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Every brand needs a good ad campaign to establish itself in the market. So it becomes

very imperative to look at various ad campaigns that Bisleri undertook to build

itself as a brand. Bisleri started its game plan with the punch line of Pure and

Safe and used the same catch-line for advertising. But with the advent of many

new players, all claiming the purity, it became very imperative for Bisleri to

differentiate its product so as to stand out in the market. Bisleri found the answer in

sealed cap bottles. It claimed 100% purity. While the bottles of the other brands,

it claimed, could be refilled with ordinary, or even germinated water, Bisleris seal

capped bottles ensured the consumer of purity of water and single-used ness of the

bottles. The ad showed a milk-man and a child showering their buffaloes and filling

the so-called mineral water bottles with the same water and packing them with the

simple polythene seal and the consumer not knowing about the purity of the water

he is drinking. Next clip shows the Bisleri bottles being sealed with plastic caps and

ensuring the purity of water. The ad did work for Bisleri and it got its much needed

product differentiation.

In 2000, some giant brands like Pepsi and coca-cola entered the mineral water industry

with a big bang. Bisleri now had a big threat of maintaining its market cap. While Coca-

cola introducing its brand Kinley as a health care product, Pepsi projected Aquafina

as something as pure as Your own body. Pepsi targeted the young generation and

introduced Aquafina as a fancy product to carry.

The ad campaign of Aquafina emphasized as 70% of your body is water and thus give

your body the purest water. The ad showed young vibrant models and created the

atmosphere of youthfulness. Water, Pepsi claimed, was no longer a simple beverage, but

was something highly fashionable. They complimented it by giving their bottles an

attractive look. This soon caught the eye of the consumer. All these factors made Pepsi

the biggest upcoming competitor of Bisleri (whereas Kinley lagged behind the race,

showing a doctor advising a family to take Kinley for pure water not a very attractive

ad campaign).

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Bisleri, to counter-attack the new Feel-Young fever had to even bolder steps. They first

changed their base line from Pure and Safe to Play Safe. They tried a brand new ad

campaign to catch the fancy of consumer. The new ad showed a young romantic couple on a

marooned island, when the girl seductively attracts the guy and he follows her in trance. The

moment he gets hold of her, she whispers something in his ears. The next few shots show the guy

looking for something in frenzycan not find it.rushes towards the chemists shop.buys

something (keeping the audience in suspenseor rather implicitly pointing for ). The

girl opens it and.POOF.takes out a bottle of Bisleri and quenches her thirst. Caption: Play

Safe. This campaign was to catch the attention of youth and a new Indian society which is

supposed to be not-so-prudish. Thus Bisleri has taken a very bold step. The T.V. ads have been

complimented by print ads also. The company has to focus on the marketing management of the

product. In light of the challenge in front of the company and its current strengths and position,

we have incorporated the marketing mix to counter the marketing strategies of the competitors

by developing its own marketing.

PACKAGINGAND

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DISTRIBUTION

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PACKAGING

Variety is spices of life. Today for any business organization to be successful it has to provide its

customer with the differentiated product that is a value buy for them. In order to cater to the

changing needs of the customer the business has to continuously come out with the variants of

the products so that it can target the maximum segments.

Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 lit, 20 lit. The 5 liter

bottles account for 35 % of sales showing a growing health concern among the Indian society. 1

liter bottles account for 30% of the share.

The 2 liters bottle introduced to slowly and steadily replace the conventional 1 liter bottle. The 5

liter packs, launched in dec. 1999 in Goa, now available everywhere.

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DISTRIBUTION

Its obvious that availability holds the key to the market .For any product to be successful yhe

distribution system has to be really good. Large tracts of the country have not been explored by

the national brands, which explain the proliferation of smaller brands.

Bisleris strategy is to build a direct distribution system at an all India level that means serious

investment in company owned trucks and carts; this would make it the largest fleet owner in the

country. Bisleri has around 80,000 retail outlets in the country with about 12,000 each in the

Delhi and Mumbai. It is intended to be increased this no. to 10,00,000 in order to expand brands

reach.

The company will invest approximately Rs.200 cr. to procure 2000 trucks and hire same no. of

sales people. The company plans to have its own distribution network in places where it has its

own plant

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MARKETING

MIX

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MARKETING MIX

The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that

the firm blends to produce the response it wants, in the target markets.

The 4Ps

Product

The main product of the company is the mineral water by the name of Bisleri Mineral

water. Other than mineral water the company has also the soda water under its brand

name called the Bisleri Soda Water. The concept of bottled mineral water was

introduced in India, first by Bisleri, and that is the reason, it has become a generic name

for the mineral water. Bisleri has become a perfect synonym of the mineral water for

the Indian consumers.

The main challenge facing the company or any other player in this mineral water

industry is that there is no scope of invention and innovation in the product, which can

be added as the additional benefits of the product.

It is just water after all. This is what the Indian customers think of the bottled water. If

we are talking about a product like television we can think that the innovations could

provide extra benefits derived from the product. For example other than its core usage

the product can provide for Internet facilities using conversion.

Place

Place stands for the company activities that make the product available to the targetcustomers. To make the product available to the target consumers a good distribution

network has to be there to support the good quality of the product. Here in the case of

the mineral water industry the distribution network is the important factor in being

competitive and the catch lies in making water available to maximum number of places

in the country.

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DISTRIBUTION NETWORK:The small-scale players built their sales by piggybacking on the generic category built

up by Bisleri. Its a battle that Bisleri can win by sheer distribution muscle. One of the

reasons why Bisleri is running strong in this industry is its strong distribution network

built over the years since its inception. Further, Bisleri plans to increase its distribution

network over the southern and eastern region, where it is behind popular brands like

Team in TamilNadu and in Andhra Pradesh.

PRICES FOR FOLLOWING PACKAGING VARIANTS

(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)

Price is the sum of values that consumer exchange for the benefits of having or using

the product or service. Price is the only element in the marketing mix that produces

revenue. All other elements represent costs.

In India, where the majority of the population comprise of the middle-income group and

lower income groups it is not hard to understand that pricing is one of the most

important factor in the buying decisions.

Bisleri has met the expectations of the consumers in terms of pricing the product and

also making the product available in variations of liters, making Bisleri both convenient

and affordable. The company is following a very aggressive pricing. Its product is

available at a very reasonable price.

500 ml. Rs. 8/-

1 Ltrs Rs. 15/-

2 Ltrs Rs. 22/-

5 Ltrs Rs. 40/-

20 Liters Rs. 70/-

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PROMOTION

Modern marketing calls for more than just developing a good product, pricing it

attractively, and making it available to the target customers, companies must also

communicate with their customers, and what they communicate should not be left to

chance.

A Companys total marketing communications program- called its Promotion Mix

consists of specific blend of advertising, personal selling, sales promotion, and public

relations tools that the company uses to pursue its advertising and marketing objectives.

MESSAGECONTENT OF THE CAMPAIGN:

Bisleri that was looking for a differentiator decided to make the breakaway seal the

symbol of purity. The tamper-proof seal was developed, around which the

communication was woven. The campaign stresses the safety provided by the

breakaway seal by illustrating the ease with which conventionally sealed bottles can be

refilled and recycled.

The objective with the campaign would have been to highlight the tamper-proof seal

and create doubt in the consumers mind of the purity of the other brands. That is,

Bisleri is the only one that guarantees purity and keeps you Safe.

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To conclude: We find that new advertisement campaign of Bisleri is eye catching. This is

what the company should do. And also the company should make the message clearer to

the customers that it has the patent right over the breakaway seal. In the survey we found

that the consumers are aware of the breakaway seal but are not aware that the company

has the patent right.

Apart from a high dose of investments on expanding bottling capacities and an ad budget

thats risen six-fold over last year, if Bisleri wants to penetrate every possible segment of

the market, it can do that by introducing more pack sizes and establishing the brand

strongly with trendy new packaging.

Apart from creating consumer pull with campaign, the company, to increase its sales

would have to do the sales push as well. For that it would have to give the retailers and

other stockiest high trade margins and incentives for keeping the product. This is very

important in case of this product because consumers would take up what is available to

them at ease and whatever retailer is giving.

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COMPETITIONIN

MARKET

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COMPETITION

The mineral water market is set to explode and hit the Rs.2, 000-crore mark in the next

couple of years. This is drawing the big guns attention. First Britannia launched Evian.

And recently, soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is

reportedly planning a foray. Meanwhile, Parle Agros Bailey has been growing steadily.

Small local players too are breathing down Bisleris neck riding on better trade margins

and intensive distribution (in their respective areas of operation).

The competition facing Bisleri can be categorized into a few brand names like

Parle Bailey

Pepsi Aquafina

Coca Cola KinleyWith Parles Bailey being the main competitor and second in market share in the

organized market, Bisleri faces tremendous competition from the unorganized sector.

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AQUAFINA

The advantage for Aquafina is that though there are over 300 labels of bottled water in

the Indian market, few can be called brands. It is necessary to remember that every

product with a name is not a brand; even Bisleri has become generic to this category.

It does not have any emotional values attached to it. So there was no difficulty for Pepsi

in creating space in such a market, which is completely different from the soft drinks

market, where it will be very difficult for any new player to find a slot. So the creative

team at HTA virtually had an empty canvas to work on. And it came up with a

campaign that did have people talking. First, a series of teasers, followed by a film that

showed healthy bodies and youthful people and, of course, lots of water.

In addition to the tamper proof seal, there is a reliable method of checking whether the

bottle has been refilled. The date of manufacturing has been written on the cap as well

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as on the bottle. Thus a person who is refilling it would have to find a matching cap and

bottle, the probability of which is very low.

Coca Cola- Kinley

Coca-Cola joined the race by announcing the imminent launch of its own brand of water

and, in the process, putting to rest rumors of its so-called takeover of Bisleri. Kinley is

targeting institutions.

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Parle Argos- Bailey

Bailley the brand that is owned by Ramesh Chauhans brother Prakash Chauhan is very

popular in the southern part of India. Southern part of India accounts for 20% of the

sale of the whole water market industry. Bisleri would have a tough competition from

Bailley since the company plans to spread its presence in that part of the country.

Another thing that makes the competition difficult for the company is the price at which

its competitor is offering the product. It gives the 1 lt. For Rs.10. The only strength

point of the company, which it can capitalize, is its generic name. And also the

company would have to enter that market with a strong distribution base. We know the

fact that Bailley has grown at a rapid pace using the route of franchising, which Bisleri

has not adopted as yet. This is another point, which the company would have to take

care of to face the competition.

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SAFETY OF

BOTTLEDDRINKING-

WATER

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PURE BOTTLED DRINKING-WATER

Is Dangerous?

The Safety of Bottled Drinking-water

Because of the large number of possible hazards in drinking-water, the development of standards

for drinking-water requires significant resources and expertise, which many countries are unable

to afford. Fortunately, guidance is available at the international level.

The World Health Organization (WHO) publishes Guidelines for Drinking-water Quality which

many countries use as the basis to establish their own national standards.

International Standards for Bottled Drinkingwater

The intergovernmental body for the development of internationally recognized standards for

food is the Codex Alimentarius Commission (CAC). WHO, one of the co-sponsors of the CAC,

has advocated the use of the Guidelines for Drinking-water Quality as the basis for derivation of

standards for all bottled waters?

CSE Report on pesticide residues in bottled water

The Centre for Science and Environment, a non-governmental organization based in New Delhi,

has set up the Pollution Monitoring Laboratory to monitor environmental pollution. Its main aim

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is to undertake scientific studies to generate public awareness about food, water and air

contamination.

The bottled water market share of major brands is Bisleri (42%), Kinley (25%), Aquafina (12%),

Kingfisher (9%) followed by Bailley (4%),

Drinking water filled in hermetically sealed containers of various compositions, form, and

capacities that is suitable for direct consumption without further treatment

FACTS

Bottled drinking water samples of some top brands Bisleri (Parle Bisleri Pvt. Ltd.), Bailley

(Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), and Kinley (Hindustan Coca

Cola Beverage Pvt.

Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were being sold

and manufactured in Mumbai and nearby areas like Pune and Daman, were purchased randomly.

All the samples were purchased from retail outlets in the market and from railway station and

were checked for proper seal, date of manufacture and batch number.

Even the top brands, which claim to use treatment methods like purification filtration, activated

carbon filtration, demineralization and reverse osmosis, were found to contain residues of

pesticides. It might be due to the reason that the manufacturers may be by-passing the raw water

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after partial treatment and remixing it with the fully treated stream so as to cut down the cost of

treatment.

On the basis of the results different brands can be rated in terms of total organochlorine and

organophosphorus pesticides from least to most contaminated as-

Aquafina Macblue

Bailley Kinley

Seagull Sheetal

Bisleri Brilliant

Bally Apurva

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OBJECTIVE

To analyze the marketing strategies of the company in Delhi

1. Understand current market scenario in context of packaged drinking water.

2. What are the various demands of retailers?

3. How retailer view product of Bisleri in comparison with other companies products?

4. To analysis of marketing strategy of mineral water industries

5. To determine the market share of Bisleri Brand of Bottle Water.

6. To find out the preference level of respondents regarding Bisleri Brand of Bottle.

7. To assess the brand positioning of the Bisleri in the Mineral Water Segment.

8. To Study the brand positioning of Bisleri.

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SCOPE OF THE STUDY

1) This report is useful for the researchers who are willing to do research on the Mineral

water Industry and its present competitors in the market.

2) This report shows the problems associated with the Mineral water industry in the market

as it helps in removing these problems.

3) This report can be useful as a secondary data for Mineral water industry.

4) This report helps in knowing the current and future scenario of Mineral water industry.

5) This report helps in knowing market position of different Mineral water industry.

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Research is simply define as a search for facts. It is an investigation of any organization. So

Marketing research as the systematic design, collection of data and findings relevant to specific

marketing situation facing the company.

Research methodology is a description, explanation and justification of various methods of

conducting research. The research was carried out through survey method with the help of

questionnaire consisting of closed ended question. Due to flexibility, questionnaire method is

ideally suited for collection of primary data.

MARKET RESEARCH PROCESS-

Step-1 Define the problem and research objective

Step-2 Collect the information

Step-3 Analyze the information

Step-4 Present the finding

Step-5 Make the decision

RESEARCH INSTRUMENT-

(1) Questionnaire

(2) Psychological tool

(3) Mechanical devices

(4) Qualitative measurement

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RESEARCH DESIGN

MEANING OF RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is the preparation

of the design of the research project, popularly known as the research design. Decisions

regarding what, where, when, how much by what means concerning an inquiry or a research

study constitute a research design. A research design is the arrangement of conditions forcollection and analysis of data in manner that aims to combine relevance to the research purpose

with economy in procedure. In fact, the research design is the conceptual structure within which

research is conducted; it constitutes the blueprint for the collection, measurement and analysis of

data. As such the design includes on outline of what the researcher will do from witing the

hypothesis and its operational implications to the final analysis of data. More explicitly, the

design decisions happen to be in respect of:

(i) What is the study about?

(ii) Why is the study being made?

(iii) Where will the study be carried out?

(iv) What type of data is required?

(v) Where can the required data are found?

(vi) What periods of time will the study include?

(vii) What will be the sample design?

(viii) What techniques of data collection will be used?

(ix) How will the data analyzed?

(x) In what style will the report be prepared?

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TOOLS AND INSTRUMENTS USED FOR THE STUDY

It is necessary for a researcher to define conceptual structure which research would be

conducted. The function of research design is to provide for the collection of relevant

evidence with minimal expenditure of efforts, time and money. In this research the research

design was as follows:-

1) Time available for the research is every Wednesday of the week.

2) The means of obtaining the information is through :

Primary data like questionnaire

Secondary data like magazines, net and Pamphlets etc.

3) There is no cost factor related to researcher.

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PROCEDURE OF DATA COLLECTION

Data compilation is an intermediate stage between data collection and analysis. Data compilation

involves classification and summarization in order to make data amenable to analysis.

In dealing with any problem, once the sample has been selected the data must be collected from

the sample population. There are several ways of collecting appropriate data which differ

considerably in context of money cost, time and other resources. They can be broadly classified

in to two categories.

Two sources to collect data are namely:

1. Primary Source

2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA

Primary data are measurements observed and recorded as part of an original study, when the data

required for a particular study can be found neither in the internal records of the enterprise, nor in

published sources, it may become necessary to collect original data, i.e. to conduct first band

investigation. The work of collecting original data is usually limited by time, money and

manpower available for the study. When the data to be collected are very large in volume, it is

possible to draw reasonably accurate conclusions from the study of a small portion of the group

called sample.

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The Primary Data that I collected were the first hand information which I received

through personal interviews with the consumers and through questionnaires. This data

gave the most vital information for making my analysis of the prevailing purchasing

behavior of the consumers.

The actual procedures used in collecting data are essentially the same whether all the items are to

be included or only some items are considered.

There are basically two methods of obtaining primary data, namely:

o Questionnaire

o Observation

Questioning, as the name suggests, is distinguished by the fact that data are collected by asking

questions from people who are through to have the desired. Questions may be asked in person, or

writing. A formal list of such questions is called a questionnaire.

When data are collected by observation, the investigator asks no questions, instead, he observe

the objects or actions in which he is interested. Sometime individuals make the observations, on

other occasions; mechanical devices observe and record the desired information.

B. Designing the questionnaire

The success of the questionnaire method of collecting information depends largely on the proper

designing of the questionnaire. Designing questionnaire is a highly specialized job and requires a

great deal of skill and experience. It is difficult to lay hard and fast rules to be followed in this

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connection. Although much progress has been made, the designing of questionnaires is still very

much an art.

Most of what is known about making questionnaires is based on experience. Neither a basic

theory nor even fully systematized approach to the problem has been developed. Nevertheless,

the extensive experience of many researchers and a limited number of organized experiments

have let to a considerable understanding of the problem and to long list of dos and donts

rules of thumb. These can definitely help a beginning researcher avoid pitfalls, but they cannot

be sustained for creative imagination in designing a questionnaire procedure.

The various areas which have taken into account while developing the questionnaire to be

presented before the consumers of the carbonated soft drink products are as follows:

The information to be sought.

The type of questionnaire that is requires.

How that questionnaire will be administered?

The content of individual question.

What form of response of each question will be?

How many questions will be used and how the individual questions will be

sequenced?

Whether the questionnaire will be structured or unstructured?

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.SECONDARY SOURCE OF DATA COLLECTION

Secondary Data involved in my research were the information that I collected through the

various broachers and pamphlets of the company, which were provided to me during the

analysis.

A. INTERNAL SOURSES-

Internal data refer to the measurements that are the by-products of routine business record

keeping like accounting, finance, production, personnel, quality control, sales, R & D etc.

Since the internal data originate within the business, collecting the desired information does not

usually offer much difficulty. The particular procedure depends largely upon the nature of facts

being collected and the form in which they exist. The problem of collection is primarily that of

having the proper record made at the time the information is secured. The information wanted is

frequently to be found in more than one department of the business, which increases the

difficulty of getting just the information one wants.

Company profit-loss statement

Balance sheet

Sales figure, Sales-call report

Invoice, Inventory records

Research reports.

B. GOVERNMENT PUBLICATIONS

Marketing information guide

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Country and city data book

Industrial outlook

Statistical abstract of the United State

C. PERIODICALS AND BOOKS

Business periodicals index

Marketing journals

Trade magazines include Advertising Age, Sales & marketing management.

Business magazines include Business week, Fortune, Forbes, The Economist

D. COMMERCIAL DATA

Nielsen Company

MCRA Information Services

Simmons Market Research Bureau

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SAMPLING

The sampling is the study or research conducted on either a small part of population or other

things (Area, Product) which has to be surveyed.

A brief idea about sampling for this research consisting of its different parameters like

SAMPLE UNIT- who is to be surveyed.

SAMPLE SIZE- how many people to surveyed.

SAMPLING PLACE- which area is to be surveyed.

SAMPLING PROCEDURE- how should the respondents be chosen.

SAMPLE DESIGN:

The sample design which has been use in this project report is Convenience sampling and

descriptive in nature

SAMPLING UNIT :

A decision has to be taken concerning a sample unit before selecting the number of samples. It

may be geographical as well as individual.

SAMPLING AREA

Here DELHI region has been taken as a geographical unit and retailers as an individual unit.

SIZE OF SAMPLE: This refers the number of items (Outlets) to be selected from the

finite universe to constitute a sample size. The survey was conducted of 150 outlets.

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RESEARCH METHODOLOGY

The research conducted by Exploratory Research this type of research is Qualitative and

Quantitative. Qualitative refers to the characters of the data or process by which the data are

gathered.

The research process consists of a series of closely related activities. Why a research study has

been undertaken. Why a research study has been undertaken, how the research problem has

been defined, in what way and why the hypothesis has been formulated, what data has been

collected and what particular method has been adopted and a host of similar other question are

usually answered when we talk of research methodology concerning a research problem or study.

Sampling:

The data was to be collected only from the Consumers and Retailers. A questionnaire was

prepared and interviewing with Retailers and Consumers.

A decision has to be taken concerning a sample unit before selecting the number of samples. It

may be geographical as well as individual.

Size of Sample:

This refers the number of items (Outlets) to be selected from the finite universe to constitute a

sample size. The survey was conducted of 150 outlets.

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After the tabulation and analysis of 150 respondents from Delhi region:-

Following findings are obtained:

1. According to market share figure, Bisleri is the leading brand which 42% market share.

While Kinley 25%, Kingfisher 9%, Aquafina 12%,Bailey 4% and others 8%.

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2. 80% retailers prefer to sell Bisleri brand because of demand, brand and profit margin

0%

10%

20%

30%

40%

50%

60%

70%

80%

Bisleri

KEEP Other

brands

Dont keep any

Brand

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3. Bisleri is the most selling brand in the specific region it is at 45% selling among the

competitors.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Bisleri

Kinley

Aquafina

Kingfisher

Others

4. Retailers those are selling Bisleri brand of bottle water is 50%.

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5. There is discrimination in the prices of distributor or the prices at which retailers directly

purchase from the market.

6. Most of the customers first ask for Bisleri bottle water just because of its Generic name not

because of brand loyalty.

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Analysis:

The data was tabulated manually and was also analyzed manually excel was used to make graphs

and pie chart.

According to market share figure, Bisleri is the leading brand which 42% market share. While

Kinley 25%, Kingfisher 9%, Aquafina 12% and others 12%.

1. 80% retailers prefer to sell Bisleri brand because of demand, brand and profit margin.

2. Bisleri is the most selling brand in the specific region it is at 45% selling among the

competitors.

3. Retailers those are selling Bisleri brand of bottle water is 50%.

Findings:

1. Bisleri has poor distribution network:

From our survey it has been clearly found out that Bisleri has a poor distribution network in

some of the areas like: Sarojini Nagar, Saket, Karbala Market

Reason:

Negligence of distributor.

Lack of availability of stock with the distributor. E.g. 250ml, 500ml bottles.

Unable to deliver the stock on time (on a short notice).

Personal grudges of the retailers and the distributors.

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2. Bisleri has a big brand name which is maintaining its sales:

Just because of the brand name the Bisleri water is selling.

It was the 1st to start the mineral water business in India and thus it enjoys a good positioning

in the market and with the customers.

3. Higher prices of Bisleri as compared to the competitors brands to the retailers :

As compared to brands like Aquafina, KingfiHer and Kinley; Bisleri offers lesser profit

margins to the retailers and therefore Bisleri sales are dipping in the mineral water market.

4. Higher profit margin on local brands:

As compared to the premium brands like Aquafina, Kinley, one of the major reason affecting

Bisleri sales is selling of local brands like Deer Park, VOLGA, Aquacool, Kampbell,

Oxygizer, Mount Kailash, Aquafresh, Tulsi water, Shivam, Kwencher, Jal which are the

prominent ones among others.

5. Bisleri lacks tie ups:

As per as our survey we found out that major players in this market have tie ups with food

chains, shops, malls. Bisleri lacks in this. E.g. Spice, Shopprix, CSM.

6. Poor visibility of Bisleri:

Bisleri has poor advertising as compared to other brands. Ads on channels like star movies

and others should be more frequent.

We hardly see any Bisleri Hoardings on the road nor is the very popular mode of

communication radio is being made much use of.

7. Bisleri packaging is not good:

The seal is not sturdy. Retailers often complain of broken seal. One reason for the small

retailers not preferring to keep Bisleri is this very seal problem.

8. They are not very customer service oriented:

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Bisleri is not very concerned about the brand name, not acting on the views and suggestions

of the customers: leaving customer dissatisfied.

9. Lack of accessories:

Brands like Kinley etc. offer accessories like fridges, ice box, give free bottle with cartons.

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Conclusion:

The players who will endure will be those who have a strong regional presence.Take the case of Team, which enjoys immense popularity in TamilNadu. Similar

brands with a regional presence are Siruvani, and Koday. Thus, new players will

be looking for a distinct positioning. One such brand is Pepsis Aquafina, the

largest selling bottled water brand in the US. After its successful test launch in

Mumbai and Bangalore, Aquafina was released in Chennai, Ahmedabad,

Vadodara, and Pune. Pepsi has invested over Rs.5 crore in the new Aquafina water

project in Maharashtra, which is the only Aquafina plant outside the US.

According to Deepak Jolly, executive vice president, corporate communications, Pepsi

Foods Ltd. Aquafina will be helped by Pepsis network. Moreover, Aquafina will be

served absolutely chilled. That makes sense too, since surveys have indicated that an

overwhelming majority of the bottled water that is consumed in India is by people who

are traveling.

With the big players, who have the support of the financial muscle and a large consumer

base in other categories with them, like Pepsi, Britannia, Nestle and Coke the battle

is the tougher arena of brand building. All the multinationals are looking at high-octane

advertising targeting specific consumer segments. Sensing troubled waters ahead,

Bisleri is busy working on a strategy to soak up the competition and protect his water

kingdom.

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STRATEGY WHICH THE COMPANY COULD ADOPT, ARE AS

FOLLOWS:

The soft target

Selling bottled water requires constantly expanding the market. The company should also target

the market for soft drinks. All the soft drinks addresses three issues: fun, thirst and refreshment

followed by status to some degree. The thirst and the status value of the mineral water are well

accepted. There is very little the mineral water brands can do to add the fun element around the

product. Again here, it becomes important for the company to have a good distribution network.

It should be understood that if the mineral water is easily available everywhere then it can be

said with confidence that it would be able to replace the soft drinks as thirst quencher. If we try

and look at the reasons that why consumers buy soft drinks as thirst quenchers: we would find

the answer as that either water is not available or if it is available then safety is not assured.

Therefore, backed by a good distribution network mineral water industry can grow at a rapid

rate.

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SWOT ANALYSIS

STRENGTHS

Old and famous brand name

Better packaging

Effective distribution network

Famous as pure & safe among consumer

Good product mix

Frequent quality checking

Much used by corporate world

Better management

Give regular follow up to distributor

Indian image

Better sales force

Sponsoring various cultural program

Better visibility

Good intensives to dealer

WEAKNESS-:WEAKNESS-:

One liter packs which accounted for 50 per cent of the companys turnover has come

down to 30 per cent. The two-liter packs, which have practically disappeared from the

shelves, have come down from 20 per cent to five per cent. The growth has come from

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the 500 ml and the five-liter category, which account for 15 per cent and 36 per

cent of turnover respectively.

Earlier, Bisleri was selling at a premium of Rs.13 for the same size. But beginning last

month, it has been selling its one- liter bottles at Rs.15 each.

The competitive Rs.15 price tag has been working well for the brand.

In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass

marketing 20-litre Bisleri bottles for an MRP of Rs.40. That works out to Rs.2 a liter. If

the logistics, manufacturing and distribution do fall in place, it could change the face of

the purified water market for keeps.

OPPORTUNITIESOPPORTUNITIES

So far, Chauhan has not used the franchising route very aggressively unlike Parle

Agros Bailley, which has grown very fast using this route. He has around six

franchisees in Mumbai, Delhi, Chennai, Bangalore, Goa and Rajasthan. We shunned

this route so far because in most areas where we had no presence, it was imperative that

we did it ourselves. Now for further expansion we can afford to use the franchisee

route.

THREATSTHREATS

Bisleri will be taking the packs back and refilling them. But the packs cannot be

sterilized since the material used is PET and cannot withstand high temperature. So how

can he ensure purity?

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STRATEGY TO COUNTER THREATS AND OTHERS?STRATEGY TO COUNTER THREATS AND OTHERS?

We subject the bottles to chlorine washes, hot water washes and ozone washes before

we refill the bottles.

The company is betting on the home segment. The reason being that filters and water

purifiers also need to be cleaned periodically and still do not guarantee absolutely clean

water. In order to service this segment, the five liter packs are being pushed through the

route of fat dealers (wholesale dealers) who are retailers as well as stockiest and serve

as supply points from where customers can pick up the required quota. In future,

consumers will be able to call the fat dealer and place orders for home delivery of the

five-liter pack. The company has so far appointed 180 such dealers. This is a high

turnover, low-margin retailer who does not keep a store but serves a similar purpose

with other items such as rice or floor.

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RECOMMENDATION:

The C grade shops must also be catered as these are the shops from where most of the

people purchase the mineral water bottles while on their way on the busy streets of the

city.

Most importantly the delivery must be made on time. The stock must be placed well in

time to keep the retailers happy. There should be on time service to win over the retailers

and customers. This is where other brands take over.

Since many retailers are complaining about the broken seal. It is necessary that the matter

is urgently looked upon and the retailers who have the grievances must be given new

bottles and it must be made sure that it does not happen again.

If more profit margins could be provided to the retailers it will serve for the better.

However if this cannot be worked out, we must work on the grounds of providing more

of accessories to the retailers like fridges on less security.

Visibility of Bisleri should be improved so that the customers can get what they have

been looking for. With a strong distribution network the situation can be improved for

sure.

The schemes must be offered quite often and it must be ensured that the benefit does

reach the retailer.

Advertisement to build the brand image that will provide the required ground to

establish the authenticity to the product.

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Awareness programs at health club, schools & Nursing homes.

To win over the consumer belief and faith over the genuity of the product.

Display of hot and cold dispensers and bottles at places like hotels, clubs and

airports where upper class group visits, as they are the potential customers. Place

like departmental stores, petrol pumps and super bazaars can also be considered.

The company should organize camps at various part of the city also road show to

bring about the difference between mineral water and filter/purified water and to

tell the people how mineral water is more hygienic than filtered water/purified

water.

To aware people the cost benefit analysis to the customer of how the mineral water

would cost less and benefit more, because people using purifier system cost too

much.

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TITLE: ANALYSIS OF MARKETING STRATEGY OF MINERAL

WATER INDUSTRY

[RESEARCH ON BISLERI]

Rationale of study:

Water is the most important liquid in the world. Without water, there would be no life,

at least not the way we know it. In today's living condition, the need for Pure Drinking

Water is becoming the issue for the common Man.

Eighty percent of the human metabolism consists of water. This is the reason why 90%

of human diseases are water borne.

Objective:

The objectives of research are as follows:

To analysis of marketing strategy of mineral water industries

To determine the market share of Bisleri Brand of Bottle Water.

To find out the preference level of respondents regarding Bisleri Brand of Bottle.

To assess the brand awareness of the Bisleri in the Mineral Water Segment.

To Study the brand positioning of Bisleri.

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Importance:

1) This report is useful for the researchers who are willing to do research on the Mineral

water Industry and its present competitors in the market.

2) This report shows the problems associated with the Mineral water industry in the market

as it helps in removing these problems.

3) This report can be useful as a secondary data for Mineral water industry.

4) This report helps in knowing the current and future scenario of Mineral water industry.

5) This report helps in knowing market position of different Mineral water industry.

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BOOKS

Marketing Management-- Philip Kotlar

Business Magazines India Today

Business Today, Business World

WEBSITES

www.bisleri.com

www.wikipedia.com

Search engine

www.google.com

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QUESTIONNAIRE

1. Which brand of bottle water do you sale more?

a. Kingfisher

b. Kinley

c. Aquafina

d. Bisleri

e. Others

2. What is your monthly sale?

________________________________________________

3. Which brand of bottle water do you prefer to sell more?

________________________________________________

4. Why do you prefer to sell more this particular brand?

a. Easily available

b. More demand

c. Quality Factor

5. Generally which brand of bottle water customer demand?

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6. Frequency of services no. of days] between two service of the company/With in the area /

market?

Bisleri Aquafina Kingfisher Kinley Others

Q. 7 When you talk of drinks, what brands come to your mind?

____________________________________________________

Q. 8 Whether the customers are already aware about this product?

____________________________________________________

Q. 9 Which are the brands available in your shop?

____________________________________________________

Q. 10 Number of buyers who buys this brand per day?

a) 0-5 b) 5-10 d) 10-15 e) Above 15

Q.11 Are you satisfied with the current margins on this brand?

Yes / NO

____________________________________________________

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Q.12 whether you are getting any complaints from customers, specify?

____________________________________________________

Q. 13 To which brand and reason?

Brand: _____________________________________

Reason: - _____________________________________

2362. Studying the Impact of Marketing & Distribution Strategy of Bisleri[Akshay]

Documents

Transcript of 2362. Studying the Impact of Marketing & Distribution Strategy of Bisleri[Akshay]