29974628 bisleri-ppt

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Transcript of 29974628 bisleri-ppt

  • 1. Introduction Founder Felice Bisleri An Italian entrepreneur In 1967 Bisleri set up a plant in Mumbai 1969 Bisleri Bisleri Ltd Bisleri was synonymous with branded water market in early 1990s. later 1990s many international barnds were planning to enter in mineral water market. Founder Felice Bisleri An Italian entrepreneur In 1967 Bisleri set up a plant in Mumbai 1969 Bisleri Bisleri Ltd Bisleri was synonymous with branded water market in early 1990s. later 1990s many international barnds were planning to enter in mineral water market.
  • 2. Market segmentation Geographic City - Metro cities , Cities with population over 1 million. Semi-urban areas - Towns Demographic Income - Middle , Upper middle and high income group. Education - Literate. Geographic City - Metro cities , Cities with population over 1 million. Semi-urban areas - Towns Demographic Income - Middle , Upper middle and high income group. Education - Literate.
  • 3. Cont Psychographic Social class - middle ,upper class , upper upper class Life style - outdoor & sports oriented. Behavioral Occasions - Parties , meetings and travelling Benefits - safe & scure. User status - Regular user & potential user Psychographic Social class - middle ,upper class , upper upper class Life style - outdoor & sports oriented. Behavioral Occasions - Parties , meetings and travelling Benefits - safe & scure. User status - Regular user & potential user
  • 4. 4 Ps of Bisleri Product & price Segment Price Popular Bisleri 250ml 3.00 Bisleri 500ml 5.00 Bisleri 1.2 liters 12.00 Bulk Bisleri 5 liters 25.00 Bisleri 20 liters 60.00 Product & price Segment Price Popular Bisleri 250ml 3.00 Bisleri 500ml 5.00 Bisleri 1.2 liters 12.00 Bulk Bisleri 5 liters 25.00 Bisleri 20 liters 60.00
  • 5. Cont Place Restaurants & hotels Large shops & commercial complexes Homes Promotion Temper proof seal Trendy packaging Launch new ad campaign play Safe Place Restaurants & hotels Large shops & commercial complexes Homes Promotion Temper proof seal Trendy packaging Launch new ad campaign play Safe
  • 6. Market share In 1971 market share was 70%. In 2000 market share came down to 53% due to entry of kinley and Aquafina. In june 2001 the market share again reduce to 47%. In june 2001 Bailley , kinley & Aquafina market share was 10% , 19% ,15%. Total market of mineral was Rs 10 billion in 2001. In 1971 market share was 70%. In 2000 market share came down to 53% due to entry of kinley and Aquafina. In june 2001 the market share again reduce to 47%. In june 2001 Bailley , kinley & Aquafina market share was 10% , 19% ,15%. Total market of mineral was Rs 10 billion in 2001.
  • 7. Marketing strategy Decided to penetrate every possible market by introducing more pack sizes with trendy packaging. Launched 1.2 litre pack in 2000 at Rs12 with view of replacing its 1 liter bottel. Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing. Decided to penetrate every possible market by introducing more pack sizes with trendy packaging. Launched 1.2 litre pack in 2000 at Rs12 with view of replacing its 1 liter bottel. Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.
  • 8. Cont Launched 300ml cup targeted at marriages and convention Introduced hexagonal flat-sleeved bottle. Launched 300ml cup targeted at marriages and convention Introduced hexagonal flat-sleeved bottle.
  • 9. 4 Pillars Target market- Restaurants & hotels Large shops & commercial complexes Homes Customer need- Pure & safe water Easy to carry Target market- Restaurants & hotels Large shops & commercial complexes Homes Customer need- Pure & safe water Easy to carry
  • 10. Cont Integrated market- Trendy packaging ad campaign Profitability Launched 1.2 litre pack Making bisleri 10 billion brand Integrated market- Trendy packaging ad campaign Profitability Launched 1.2 litre pack Making bisleri 10 billion brand
  • 11. Consumer buying behavior Culture Broadness and openness Social class Social Status Reference group Culture Broadness and openness Social class Social Status Reference group
  • 12. Cont Person Life style Economic circumstances Occupation Psychological Perception Belief Person Life style Economic circumstances Occupation Psychological Perception Belief
  • 13. Positioning Bislere position their product on the purity platform Launch an ad campaign Pure And Safe Sept 2000 shift in positioning from Pure and safe to Play safe People consume mineral water not for mineral but for safety said by chauhan. Bislere position their product on the purity platform Launch an ad campaign Pure And Safe Sept 2000 shift in positioning from Pure and safe to Play safe People consume mineral water not for mineral but for safety said by chauhan.
  • 14. Perceptual Map 0 bisleri 15 IrregularIrregular regularregular economiceconomic expensiveexpensive Bisleri- 250ml, 500ml, 1.2lt Bisleri- 5lt & 20lt
  • 15. SWOT analysis STRENGTHS Market leader. Bulk market. WEAKNESSES Distribution channels. Decrease in market share. STRENGTHS Market leader. Bulk market. WEAKNESSES Distribution channels. Decrease in market share.
  • 16. Cont OPPURTUNITIES By 2003 water market would grow at the cost of soft drink market. THREATS Increasing market share of Kinley and Aquafina. OPPURTUNITIES By 2003 water market would grow at the cost of soft drink market. THREATS Increasing market share of Kinley and Aquafina.