37767342 Bisleri Marketing Competitor Analysis New Project

7/27/2019 37767342 Bisleri Marketing Competitor Analysis New Project

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A COMPARATIVE BRAND ANALYSIS

& MARKETING RESEARCH OF

BISLERIVIS A VIS ITS COMPETITORS:

AQUAFINA, HELLO & KINLEY

SUBMITTED PARTIAL FULFILLMENT OF THE REQUIREMENT OFBACHELOR OF BUSINESS ADMINISTRATION (BBA)

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

S UBMITTED BY:

KARTIK SAHAI

ENROLLMENT NO. 0!"!""#0$

SESSION %00$%00

GURU GOBIND SINGH

INDRAPRASTHA UNIVERSITY


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ACKNO'LEDGEMENT

The present work is an effort to throw some light on B*+ A+*-// & M*123

R2/2*45 O6 B/-2 A 4789**32 *+*-// ;35 3522 47892337/ *6+*


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E@ECUTIVE SUMMARY

Water / 352 87/3 8973*+3 -=> + 352 ;7-. '357>3 ;*32, 3522 ;7>- 2

+7 -62, *3 -2*/3 +73 352 ;* ;2 1+7; 3. I+ 37*2 D+1+ '*32 / 2478+ 352 //>2 67 352 47887+ 8*+.

There are rapid changes that are taking place in our environment since long and the

air and the water pollution is on an increase. The main source of drinking water is

river and downstream which have also not been able to escape the pollution.

When a consumer became aware of the problems caused by water pollution themarket saw an advent of 42*84 ;*32 6-32/, which filters the dust and suspended

particles but dissolved impurities and microbiological impurities are not cleared out.

The mineral balance is also not maintained.

! esearch "ethodology defines the purpose of the research, how it proceeds, how to

measure progress and what constitute success with respect to the objectives

determined for carrying out the research study.

The appropriate research design formulated is detailed below.

#$ploratory esearch% This kind of research has the primary objective of development

of insights into the problem. It studies the main area where the problem lies and also

tries to evaluate some appropriate courses of action.

The research methodology for the present study has been adopted to reflect these

realties and help reach the logical conclusion in an objective and scientific manner.

The present study contemplated an e$ploratory research

The following are the main objectives of my esearch study%&

To make a brand analysis of 'isleri as a 'rand. To conduct a market survey of 'isleri.

The affects on 'isleri sale, profit and market share after the launch of (!c)uafina* by

Pepsi and (+inley* by coca cola. To find out the current position of !c)uafina, hello

and +inley mineral water. Threats caused by !)uafina, +inley and hello to 'isleri.

trategies and measures adopted by 'isleri to counter the competition by hello -

+inley.


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TABLE OF CONTENTS

". INTRODUCTION "

I+37>437+ 37 8+2*- '*32 I+>/34>2+3 S42+*7 !

M//7+ 76 B/-2

. RESEARCH METHODOLGY $

O2432 #

S7>42 76 *3*

S*89-2 2/+

/. COMPANY PROFILE "0"

M*123+ 8 76 B/-2 %0%

P78737+*- A433 %!!"

S'OT *+*-// !%

0. FINDINGS OF RESEARCH !#0

1. CONCLUSION #"#

2. RECOMMENDATIONS #!#$

#. ANNE@URE ##%

3. BIBLIOGRAPHY !


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INTRODUCTION

Water / 352 87/3 8973*+3 -=> + 352 ;7-. '357>3 ;*32, 3522 ;7>- 2

+7 -62, *3 -2*/3 +73 352 ;* ;2 1+7; 3. I+ 37*2 D+1+ '*32 / 2478+ 352 //>2 67 352 47887+ 8*+.

E53 9242+3of the human metabolism consists of water. This is the reason why

0 76 5>8*+ /2*/2/ *2 ;*32 7+2.There are / types of water impurities,

which are root cause of water borne diseases.

4. M477-74*-B*432* >/.

%. D//7-2 89>32/ 45284*-.

. I8*-*+42 76 M+2*- C7+32+3.

There are rapid changes that are taking place in our environment since long and the

air and the water pollution is on an increase. The main source of drinking water is

river and downstream which have also not been able to escape the pollution.

When a consumer became aware of the problems caused by water pollution the

market saw an advent of 42*84 ;*32 6-32/, which filters the dust and suspended

particles but dissolved impurities and microbiological impurities are not cleared out.

The mineral balance is also not maintained.

"0


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ince an average family needed a small )uantity, not more than five or si$ litres a day,

boiled and filtered water had been a convenient solution for some time. The fallouts

were obvious. I3 ;*/ 2 664>-3 37 47++42 352 9279-2 35*3 9>64*37+

//328 ;*/ ;735 352 942. T522 ;*/ +7 /-2 ;* 37 287+/3*32 352

2+263,7 The otherwise somnolent market began to change once companies like

E>21* F72/ targeted the office segment, while the mineral water players went

after travelers. Ion #$change was the only company which had any measure of

success in entering homes with J27B. 'ut clean drinking water returned on the

national agenda a little later.

!round 4838, drinking water became an issue again.

A7>+ 2*- "0/T82 * /37 7+ I+* */ * 12 282+ 8*123 *+

35*3 ;*/ 352 32 67 *-- 352 9-*2/ 22+ 35/ 8*123.


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INTRODUCTION TO MINERAL 'ATER INDUSTRY

CURRENT SCENERIO

The best beverage for India in the new millennium seems to be water. In recent years,

the bottled driving water market has been witnessing high&decibel levels of activity,

with a host of new entrants swelling the clutter. With over 99 players jostling to be

the thirst )uenching favourite of the Indian consumer, the business is growing at a rate

of over 19 per cent annually. The country:s bottled water business is estimated to be

around

s. 4, 499 crore, of which the branded market accounts for s. ;99 crore and about

;99 million litres in volume.

In India, the core proposition of bottled drinking water lies in hygiene, as the )uality

of tap water is bad and is rapidly deteriorating. This is in stark contrast with the West

where :mineral water: indicates the attendant minerals present in the water. "ineral

water in Western countries is obtained from natural springs and is, generally, named

after those springs. "ost of the bottled water passed off as mineral water in India,

however, is filtered, boiled or purified by other means such as reverse osmosis. !

better description of bottled drinking water sold in India therefore, would be :purified

bottled water.

The growth of the category indicates the need for this :mineral water: and the fact that

heavyweights are eyeing the segment points to the potential that is seen in this market.


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Today there are more than 99 brands, out of which 49 of them are from top

companies.

In the branded segment, Parle*s: B/-2:is the market leader with a share of more than

01B. Parle !gro*s: B*-2< 4782/ * 4-7/2 /247+ ;35 8*123 /5*2 76 ". O352

8*7 9-*2/ + 352 8*123 *2< Y2/


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RESEARCH METHODOLGY

! esearch "ethodology defines the purpose of the research, how it proceeds,

how to measure progress and what constitute success with respect to the

objectives determined for carrying out the research study.

The appropriate research design formulated is detailed below.

#$ploratory esearch% This kind of research has the primary objective of

development of insights into the problem. It studies the main area where the

problem lies and also tries to evaluate some appropriate courses of action.

The research methodology for the present study has been adopted to reflect

these realties and help reach the logical conclusion in an objective and

scientific manner.

The present study contemplated an e$ploratory research

RESEARCH OBECTIVES

The following are the main objectives of my esearch study%&

4. To make a brand analysis of 'isleri as a brand.

. To conduct a market survey of 'isleri.

/. The affects on 'isleri sale, profit and market share after the launch of

(!c)uafina* by Pepsi and (+inley* by


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NATURE OF DATA

PRIMARY DATA: >ata which is collected through direct

interviews and by raising )uestionnaires to

retailers.

SECONDARY DATA: econdary data that is already available and

published. Darious internet sites, newspaper,

magazines like !-" were searched in order to

find information useful for completion of thisproject.

It could be internal and e$ternal source of data.

I+32+*- /7>42: Which originates from the specific field or area where

research is carried out e.g. publish broachers, official

reports etc.

E32+*- /7>42: This originates outside the field of study like books,

periodicals, journals, newspapers and the Internet.

DATA COLLECTION

P8* D*3*: The primary data has been collected by conducting a

survey in the following areas.

4. ajendra place

. =araina Industrial area

/. +arolbagh market

0. Eanak puri district center


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SAMPLE DESIGN

S*89-+ >+3: esidents - etailers in the above

mentioned areas.

S*89-2 /2: 499 persons

SAMPLING PROCEDURE

imple andom ampling to select the sample

DATA COLLECTION

S7>42/ 76 *3*: 4A Primary >ata which included the input

received from directly the residents through

Interview.

A econdary data from the Industry manual,

policy manuals, books and internet etc.

M2357 76 47--243+ *3*: Interview method


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COMPANY PROFILE

The origins of B/-2 lie in Italy, and the brand owes its name to founder F2-42

B/-2,an Italian entrepreneur. I+ I+*, B/-2set up a plant in "umbai for bottling

and marketing mineral water, which was first of its kind in India. 5owever, it did not

)uite work. !mong other reasons, the fact that the Indian consumer was unprepared to

accept bottled mineral water was responsible for its failure.


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The real shift in company*s policy towards mineral water industry came in 4883,

although the conscious efforts had already been started in 4880. This change was

primarily because of the fact that the people, at this time, had started becoming more

health conscious.


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PRODUCT PROFILE

It*s a compliment being generic to the category, but its not very good when

consumers think any mineral water brand is 'isleri7

'isleri, a product established in India by R*82/5 C5*>5*+, C5*8*+ 76 P*-2

A=>* M+2*-/ 5*/ 24782 * 2+24 *+. 'isleri was the first marketed

bottled water in a totally virgin market. The brand has become synonymous

with mineral waterF consumers accept any brand offered by the retailer when

they ask for 'isleri.

S7 6* R*82/5 C5*>5*+/ B/-2 2+7/ 352 -*2/3 8*123 /5*2 76 $ + 352

R/""00 472 8+2*- ;*32 8*123 *+ / 7;+ *3 352 *32 76 "0 92

*++>8. A++>*- /*-2/ 76 B/-2 5*2 37>452 R/!00 472/.In seventies, :'isleri:

was the only mineral water which had national presence and the sale was to the tune

of appro$imately one hundred thousand cases valued at about s.29 lacs.

i.exe


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"!=G?!


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>ITI'GTI=

It:s obvious that availability holds the key to the market. ?or any product to besuccessful the distribution system has to be really good. Jarge tracts of the country

have not been e$plored by the national brands,which e$plains the proliferation of

smaller brands.

B/-2/ /3*32 / 37 >- * 243 /3>37+ //328 *3 *+ *--I+* -22-.

C>2+3-, B/-2 5*/ *7>+ 0000 23*- 7>3-23/ + 352 47>+3 ;35 *7>3

"%000 2*45 + 352 M237/ 76 D2-5 *+ M>8*. I3 / +32+2 37 +42*/2 35/

+>82 37 "0 -*15 7>3-23/ + 72 37 29*+ *+/ 2*45.

That means serious investments in company&owned trucks and carts. Parle hopes to

double its e$isting fleet of 4999 trucks. This would make it the largest fleet owner in

the country.

In order to service the home segment, 352 -32 9*41/ *2 2+ 9>/52 357>5

352 7>32 76 F*3 D2*-2/?( ;57-2/*-2 2*-2/) ;57 *2 23*-2/ */ ;2-- */

/3741/3 *+ /22 */ />99- 97+3/ 678 ;522 4>/3782 4*+ 941 352 2=>2

=>73*. The customer can call the fat dealer and place order for home delivery of the 1

litre pack. 439 of these dealers are already functional, and more are in the process of

being appointed. T52 2* / 37 8*12 B/-2 *--92*/2,.

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

plants. ?ranchisees would manage the distribution in their respective areas of

operation.


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PACKAGING

Darietyis spice of life. Today for any business organisation to be successful it has to

provide its customers with the differentiated product that is a value buy for them. In

order to cater to the changing needs of the customers the business has to continuously

come out with the variants of the product so that it can target the ma$imum segments.

Today, !c)ua "inerals offers a variety of packaging options%419 ml, /99 ml, 199 ml,

4 litre, litre, 1 litre, and 9 litre. The 1&litre bottles account for /1 per cent of sales

showing a growing health concern among the Indian society. 4 litre bottles account

for /9 percent of the share, whereas the 199 ml bottles taking up 41 per cent. The

remaining sizes share the rest of the contribution.

The litres bottles were introduced to slowly and steadily replace the conventional 4

litre bottles. This would give them an advantage over others. The 199&ml category

was re&focused as a trendy product, targeted at the teenage crowd and for the roadside

consumers.

!c)ua "inerals is currently a supplier to Indian !irlines with 41&ml cups. The five&

litre packs, launched in >ecember 4888 in Hoa, are currently available in si$ cities,

including >elhi, 'ombay and 'angalore, and sell over 1,999 bottles a day.


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F 7--7;+ / * =>41 722; 76 352 *7>/ 9*41*+

7937+/ 972 /-2 *-7+ ;35 352 3*23 47+/>82/:

S2 76 352 733-2 P42 92

733-2

T*23 47+/>82

199 ml s. ; Teenagers, college students and roadside

consumers. !lso aimed to supply to the Indian

ailways.

4 litre s. 49 Heneral consumers and travelers.

4. litres s. 4


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T52 67--7;+ 92 45*3 4-2*- /57;/ 352 /*-2/ ;/2 /3>37+ 76 352

*7>/ 9*41 /2/:

% s h a r e o f p a c k s iz

1

3

1

3

15 0 01 li t r e

2 li t r e

5 li t r e

o t h e r


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name called the 'isleri oda Water. The concept of bottled mineral water was

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

name for the mineral water. 'isleri has become a perfect synonym of the mineral

water for the Indian consumers.

T52 8*+ 45*--2+2 6*4+ 352 4789*+ 7 *+ 7352 9-*2 + 35/ 8+2*- ;*32

+>/3 / 35*3 3522 / +7 /4792 76 +2+37+ *+ ++7*37+ + 352 97>43,

;545 4*+ 2 *2 */ 352 *37+*- 2+263/ 76 352 97>43.

I3 / >/3 ;*32 *632 *--.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 e$tra benefits derived from the product. F7 2*89-2

7352 35*+ 3/ 472 >/*2 352 97>43 4*+ 972 67 I+32+23 6*4-32/ >/+

47+2/7+.

VARIANTS OF THE PRODUCT

The company is offering wide variants of the product. These include the different

)uantities available of the product. tarting from the Eumbo pack @43 lt. EarA to the

199 ml. 'ottles. In between, it also has 4 lt., lt. and 1 lt. Packs.

In terms of another variant the company has also come up with small glasses of

/99ml. that are priced at s./. per glass. The company has introduced these glasses

for the social occasions like marriages and get together. This again is very competitive

in the price field and also the customer is getting a convenient product with the

benefit of purity at such a low price. =ow the customers would not have to drink

impure water served in unhygienic glasses.

PACKAGING

The packaging of the product is an important factor in the marketing of the product.

The packaging of the product was absolutely accepted by the customers till now. 'ut


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it has been along time the company has changed the packaging of 4ltr. mineral water

bottle.

O+2 76 352 47892337/ 76 352 4789*+, P29/, 5*/ 8+2*- ;*32 352 +*82 76

A=>*6+*. T52 9*41*+ 76 352 A=>*6+* / 42*3+ 352 +22 67 352 4789*+

37 45*+2 3/ 9*41*+ *+ 8*12 3 -771 /3>2. T52 *+ A=>*6+* 5*/ 22+

3*232 37;*/ 352 7>35 *+ 35*3 / ;5 352 5*2 8*2 352 733-2 -771 872

59. B/-2 ;7>- 5*2 37 2 * +2; -771 37 3/ 97>43 37 /3799+ A=>*6+*

678 /+*345+ 3/ 8*123 /5*2.

T7 47+4->2% Jooking at the facts above 352 4789*+ *447+ 37 82 /57>-

9* *332+37+ 7+ 352 9*41*+ 76 352 97>43 /7 35*3 3 / *-2 37 *33*43 872

4>/3782/.

econd, the company should go for B*+ E32+/7+. T52 4789*+ /57>- 3*12

352 2+263 76 352 *+ +*82 3 5*/ 42*32 72 * -7+ 927 76 382. I3 4*+

+37>42 +2; 97>43/ + 352 4*327 76 22*2/.

PLACE

Place stands for the company activities that make the product available to the target

customers. To make the product available to the target consumers a good distribution

network has to be there to support the good )uality of the product. 5ere 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 ma$imum number of

places in the country.

DISTRIBUTION NET'ORK:

The small&scale players built their sales by piggybacking on the generic category built

up by 'isleri. I3/ * *33-2 35*3 B/-2 4*+ ;+ /522 /3>37+ 8>/4-2. O+2

76 352 2*/7+ ;5 B/-2 / >+++ /37+ + 35/ +>/3 / 3/ /37+

/3>37+ +23;71 >-3 72 352 2*/ /+42 3/ +42937+.F>352, B/-2

9-*+/ 37 +42*/2 3/ /3>37+ +23;71 72 352 /7>352+ *+


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2*/32+ 27+, ;522 3 / 25+ 979>-* *+/ -12 T2*8 + T*8-

N*> *+ + A+5* P*2/5.

C7+4->/7+ : It is very important for the companies to understand thatwinners

would be those who will endure a strong regional presence. T522672 352

4789*+2/ /57>- 3*12 /782 882*32 *437+/ 37 8*12 92/2+42 +

352 ;57-2 47>+3 *+ 872 8973*+3 / 22 5771 *+ 47+2 76

352 /3*32/ ;522 352 *2 92/2+3 37*.


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PRICE

AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOUR

Price is the sum of values that consumer e$change for the benefits of having or using

the product or service. P42 / 352 7+- 2-282+3 + 352 8*123+ 8 35*3

97>42/ 22+>2. A-- 7352 2-282+3/ 292/2+3 47/3/.

In India, where 352 8*73 76 352 979>-*37+ 4789/2 76 352 8-2+4782

7>9 *+ -7;2 +4782 7>9/ 3 / +73 5* 37 >+2/3*+ 35*3 94+ / 7+2 76

352 87/3 8973*+3 6*437 + 352 >+ 24/7+/.

'isleri has met the e$pectations of the consumers in terms of pricing the product and

also making the product available in variations of litres, making 'isleri bothconvenient and affordable. T52 4789*+ / 67--7;+ * 2 *2//2 94+. I3/

97>43 / **-*-2 *3 * 2 2*/7+*-2 942. C789*+ 45*2/ R2."67 22

"008-.This strategy by the company is very effective in the Indian conte$t ;522 352

47+/>82/ *2 55- 942 47+/47>/.The company has come up with another

variant of the product. I3 / ".% -3. B733-2 35*3 / 942 *3 R/."% 1229+ 352 942

62 *3 R2." 92 "00 8-. T52 4789*+ 5*/ *+ 22 72 3/ 47892337 A=>*6+*

242+3- -*>+452 P29/ 35*3 5*/ 942 3/ 97>43 *3 R/."0 67 #0 8-.

C7+4->/7+: To conclude from the facts that the 94+ /3*32 76 352

4789*+ / 2 47892332 *+ 3522672 352 4789*+ / + *->2 37 352

4>/3782/ 67 87+2.

PROMOTION

"odern 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 C789*+/ 373*- 8*123+ 4788>+4*37+/ 97*8 4*--2 3/ P78737+

M 47+//3/ 76 /92464 -2+ 76 *23/+, 92/7+*- /2--+, /*-2/ 978737+,

*+ 9>-4 2-*37+/ 377-/ 35*3 352 4789*+ >/2/ 37 9>/>2 3/ *23/+ *+

8*123+ 72432/.


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352 733-2/ *+ *33*432 -771. T5/ /77+ 4*>53 352 22 76 352 47+/>82. A--

352/2 6*437/ 8*2 P29/ 352 2/3 >9478+ 47892337 76 B/-2.

'522 */ K+-2 -*2 25+ 352 *42, /57;+ * 7437 */+ * 6*8- 37

3*12 K+-2 67 9>2 ;*32 +73 * 2 *33*432 * 4*89*+.

'isleri, to counter&attack the new (F22-Y7>+ 622had to even bolder steps.

They first changed their base&line from (P>2 *+ S*62 37 P-* S*62.They

tried a brand new ad campaign to catch the fancy of consumer.

T52 +2; * /57;2 * 7>+ 78*+34 47>9-2 7+ * 8*77+2 /-*+, ;52+ 352

- /2>432- *33*43/ 352 > *+ 52 67--7;/ 52 + 3*+42. T52 8782+3 52 23/

57- 76 52, /52 ;5/92/ /78235+ + 5/ 2*/. T52 +23 62; /573/ /57; 352 >

-771+ 67 /78235+ + 62+4*+ +73 6+ 3.>/52/ 37;*/ 352 4528/3//579.>/ /78235+ (1229+ 352 *>2+42 + />/92+/27 *352 89-43-

97+3+ 67 ). T52 - 792+/ 3 *+.POOF.3*12/ 7>3 * 733-2 76 B/-2

*+ =>2+452/ 52 35/3. C*937+: P-* S*62?. T5/ 4*89*+ ;*/ 37 4*345 352

*332+37+ 76 7>35 *+ * +2; I+*+ /7423 ;545 / />997/2 37 2 +73/7

9>/5. T5>/ B/-2 5*/ 3*12+ * 2 7- /329. T52 T.V. */ 5*2 22+

4789-82+32 9+3 */ *-/7. T52 4*89*+ / 29732 37 2 7+ 9233

;2--.

A23/282+3 C*89*+ 76 C7892337/:

! drop&dead gorgeous body fle$es its muscles on the screen. This starkly arresting

black and white image is then splashed with water. ! voice&over informs you that ;9

per cent of your body is water. Why not give it the purest ... A=>*6+* B733-2 ;*32

678 P29/.

This kind of advertisement campaign used by the competitors is giving the company a

tough time. The competitor, Pepsi, is utilizing the brand image built by it and is again

targeting the G2+2*37+ @?maintaining the company image.

It*s an unusual ad for this category. Till now, most marketers have focussed on

educating the consumer on how bottled water is a safer option, with the lead, of

course, taken by the popular national brand 'isleri.


28/82

'ut Pepsi chose to junk this approach, and it could well afford to. 'isleri, after all,

had already done most of the hard work needed to build the bottled water category.

What Pepsi needed was to establish its brand in this crowded, fragmented market. ur

task was made easier because 'isleri had concentrated on educating the consumer,

instead of building its own brand values,7 /*/ R753 O5, 42 92/2+3 *+ 4-2+3

/242/ 2437, H+>/3*+ T5789/7+ A//74*32/ L832 (HTA).

'2 ;*+32 352 8*2 37 97/37+ A=>*6+* */ * 7>356>-, 928>8 *+ 6>+

*+,? /*/Dibha ishi, e$ecutive director, Pepsi. The idea, she says, was not to

objectify bodies so that one could drool over them.I+/32*, ;2 *2 3*-1+ *7>3

7> 7 *+ 352 +22 67 2*45 7+2 37 3*12 4*2 76 5/ 7 52 7.? The ad

copy, which spoke of the water content in our bodies, was actually trying to establishhow important water was to our well& being and how we need to continuously

replenish it.

While the thinking was clear that the imagery had to be built in and around purity,

5T! did toy with a couple of other ideas and situations. Initially, the idea was to

focus more strongly on the fun aspect and create a story line complete with a smart

idea and a twist at the end. B>3 ;2 *2 3 >9 24*>/2 ;2 62-3 35*3 352 /37 853

3*12 352 8+ *;* 678 352 9>3 */9243 35*3 ;*/ * 8>/3 37 55-53,? /*/

O5.

o 5T! adopted a minimalist approach and created a film with little clutter and no

props, which tried to capture the emotion of 622-+ 77 *7>3 7>/2-6?. While

the film and the imagery are completely the work of 5T!, the strategic thinking

comes from the "other *6+*, + 6*43, / 352 -*2/3/2--+ 733-2 ;*32 *+ + 352 US ;35 * "%

92 42+3 8*123 /5*2, *+ I+* / 352 6/3 47>+3 7>3/2 76 352 US ;522

A=>*6+* / 2+ 733-2.

#ven in the G, the ad talks of the percentage of water in our bodies, but the handling

is a little more serious. F7 2*89-2, 352 6-8 ;-- /57; *+ 28737+*- 8782+3

;522 /7827+2 /3*3/ 4+, *+ 352+ 7> ;-- 52* 352 74272, 92 42+3

76 7> 22/ *2 ;*32.? T522 / +7 +32+*- -*; 35*3 6742/ >/ 37 67--7; 352

+32+*37+*- 97/37++. B>3 /22+ 352 =>*-3 76 35+1+ 35*3 5*/ 7+2 +37

35/, ;2 242 37 /3* ;35 35/ 97/37++, 357>5 352 /3*3282+3/ 522 *2

=>32 6622+3,? 29-*+/ R/5.


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!)uafina, like all offerings that come from the Pepsi stable, also imbibes the core

values of the mother brand. I3 *2//2/ 352 P29/>/2 */2, -*2- 352 7>35, *+

-12 P29/ 3 / *-/7 2+ 97/37+2 */ * 59 *+. 'ut !)uafina is a lot that Pepsi

is not. It is a little bit older, mature and affluent, and not as mass based as Pepsi.

Pepsi*s role in the communication is that it is the source of credibility for the product

and, of course, establishes the youthfulness of the brand. C'ut A=>*6+* / * *+

+ 3/ 7;+ 53 *+ ;35 2*45 9242 76 4788>+4*37+, 3/ 92/7+*-3 ;--

2822? 622-/ O5.

'ut while !)uafina is being given a distinct identity, it is also being targeted at the

Pepsi consumer and is addressing their need for safe and reliable drinking water. Will

this not cannibalize Pepsi sales '*32 72/ 2*3 +37 352 47-* 8*123,? *22/

R/5, >3 ;2 4*+3 >- * >/+2// 67 P29/ */2 7+ 9279-2/ -*41 76 *442// 37

/*62 +1+ ;*32.

5ow can any business be built on deprivationLM 'oth will have to co&e$ist and carve a

market out for themselves. !nd while Pepsi targets the 43&1 year olds, !)uafina also

includes the /9&somethings together with the college crowd. Jike Pepsi, !)uafina too

is looking to command a premium without being unaffordable.

T52 /;- /5*92 PET 733-2 2/28-2/ 352 P29/ 6*8- *+ / /3>2 *+ 872

59 35*+ 87/3 7352/ + 352 4*327 35*3 3*12 352 2/+ 4>2/, 3 /228/, 678

352 7+2 -32 26+2 7- 733-2/ + 352 8*123.The decision to break the norm and

come up with a ;19 ml pack size was more driven by the fact that water is

fundamentally consumed on the go and the ;19 ml size is easy to carry around.

I3 / 2*- 67 *+ 5*-6*+57> + 352 />+, 7+2 -32 23/ 377 >-1,? /*/ R/5.

P29// 6>3>2 9-*+/ *3 352 8782+3 7+3 +4->2 478+ >9 ;35 /2 **+3/.

They have also ruled out the possibility of catering to the bulk market, which actually

constitutes /9 per cent of the total bottled water market that stands at ;9 million liters

annually, and is growing anywhere between /9 and 19 per cent.


30/82


31/82

ADVERTISING CAMPAIGN

While designing the advertisement campaign, 3 / +242//* 37 1229 + 8+ 352

79+7+ -2*2/. Y7>35 *2 352 79+7+ -2*2/ 76 352 92/2+3 382. A+ 35>/ 3

24782/ +242//* 37 2/+ 352 4*89*+ 1229+ 352 7>35 + 8+. T52

79+7+ -2*2/ ;7>- 6>352 341-2 7;+ 352 82//*2 37 352 -2// *432

8282/ 76 352 /7423.

This is e$actly what 'isleri is doing. B/-2 5*/ /3*32 *+ *23/282+3

4*89*+ /32//+ 352 97+3 76 9>3 *+ 6-*>+3+ 352 9*32+3 53 352

4789*+ 5*/ 72 352 2*1*;* /2*-. The company has tried to put the message

across louder, >/+ 352 * 4*89*+ 35*3 4*3452/ 352 22 76 227+2, /924*--

352 7>35.therwise, ;2 6+ +7 2*/7+ 76 8*1+ *+ *23/282+3 76 8+2*-

;*32 -771 -12 *+ *23/282+3 76 47+78/.

MESSAGE CONTENT OF THE CAMPAIGN:

'isleri that was looking for * 6622+3*37 242 37 8*12 352 2*1*;* /2*-

352 /87- 76 9>3. T52 3*8929776 /2*- ;*/ 22-792, *7>+ ;545 3524788>+4*37+ ;*/ ;72+. T52 4*89*+ /32//2/ 352 /*623 972 352

2*1*;* /2*- -->/3*3+ 352 2*/2 ;35 ;545 47+2+37+*-- /2*-2 733-2/

4*+ 2 26--2 *+ 244-2.

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

and create doubt in the consumer*s mind of the purity of the other brands. T5*3 /,

B/-2 / 352 7+- 7+2 35*3 >**+322/ 9>3 *+ 1229/ 7> S*62

C7+4->/7+:N2; *23/282+3 4*89*+ 76 B/-2 / 22 4*345+. T5/ /

;5*3 352 4789*+ /57>- 7. A+ *-/7 352 4789*+ /57>- 8*12 352 82//*2

4-2*2 37 352 4>/3782/ 35*3 3 5*/ 352 9*32+3 53 72 352 2*1*;* /2*-.

!part from a high dose of investments on e$panding bottling capacities and an ad

budget that*s risen si$&fold over last year, 6 B/-2 ;*+3/ 37 92+23*32 22

97//-2 /282+3 76 352 8*123, 3 4*+ 7 35*3 +37>4+ 872


32/82

9*41 /2/ *+ 2/3*-/5+ 352 *+ /37+- ;35 32+ +2;

9*41*+.

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

would have to do the sales push as well.F7 35*3 3 ;7>- 5*2 37 2 352 23*-2/

*+ 7352 /37412/3 55 3*2 8*+/ *+ +42+32/ 67 1229+ 352 97>43.

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. B/-2 5*/

+37>42 *33*432 /45282/ 37 9>/5 352 -3. 733-2/ *+ 8*+/

*2 */ 55 */ R/ . D23*437/ 622- 35*3, + 352 -7+ >+, 23*-2/ ;--

+73 9>/5 35/. T52 /* 3/ * 1+ 76 *3 7* *82. Y7> 5*2 37

357; **+ *+ **+ 3-- 7> 53 >--/ 22.


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C/

CONSUMER:

The central )uestion the company has to understand is% 5ow do consumer respond to

various marketing stimuli the company might useL The company that really

understands how customers will respond to different product features, prices and

advertising appeals has a great advantage over its competitors. T52 =>2/37+ 4*+ 2

6>352 712+ 7;+ 37: '57 >/ '52+ 7 352 > '522 7 352 >

'5 7 352 >

'57 >/

In the survey conducted by us, we found that the middle income and the upper income

groups are the users of the bottled water. The lower income group is still dependent

on the water from wells and hand pumps. In the middle&income group also, people

buy bottled water while travelling.

!mong the various income groups, there comprise the students, the office going

e$ecutive ,tourists and the retired people. o the company should go in for strategies

to target customer segments based on appeal, prices, convenient packaging and other

characteristics conforming to the customer segment the company is targeting.

'52+ 7 352 >

In the survey we found that the middle&income group buys mineral water while

travelling. !t home or at the work place they mainly use water filters that are

installed. r, they use large pack of bottled water like the jumbo pack @43 lt.A by

'isleri. The upper income group uses mineral water only. o, they constitute a large

part of the total market.


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'522 7 352 > 678

!ccording to the survey conducted by us, 352 733-2 ;*32 >/2/ > 352

;*32 678 23*- 7>3-23/ *+ *-/7 357>5 32 >9/ ;35 2*-2/. L*2

47+/>82/ 76 733-2 ;*32 -12 H732-/, +/33>37+/, 4797*32 72

352 ;*32 2=>282+3/ 357>5 2*-2/.

The small time but fre)uent consumer buys bottled water from retail outlets.

'5 7 352 >

?or obvious reasons, soaring mercury levels are directly proportional to consumption

of purified bottled water. T52 */4 2*/7+ 47+/>82/ */1 67 733-2 ;*32 / 352

/*623. '35 352 7;+ 52*-35 5**/ + 352 47>+3 *+ */ 352 9279-2 *2

2478+ 872 52*-35 47+/47>/ 352 *2 /;345+ 72 37 733-2 ;*32. T5/ /

352 2*/7+ 35*3 352 +>/3 / 7;+ *3 6*/3 9*42. The other reason after this is,

35*3 352 733-2 ;*32 / 47+2+2+3 37 4*. They can throw the bottles after use

unlike when they carry water from home.

C7+/>82 C7+42+/ *+ P242937+/

The thinking here is that with consumer perceptions about mineral water changing,

the brand 'isleri has to R2+2+3 3/2-6.E*-2, 8+2*- ;*32 >/2 37 /3*+ 67

;*32 2+452 ;35 423*+ 8+2*-/ *+ ;*/ 9412 >9 52*-3547+/47>/

47+/>82/. T5/ +7 -7+2 57-/. M+2*- ;*32 5*/ 4782 37 82*+ >/3 35*3

;*32. A-23 /*62 +1+ ;*32 35*3 / 47+2+2+3- **-*-2. T52 47+/>82

72/ +73 2*-- 4*2 6 352 ;*32 47+3*+/ 8+2*-/. T52 87/3 8973*+3

47+/2*37+ / 9>3 76 352 97>43.


35/82

'5*3 352 4789*+ / 7+ 37 3*12 4*2 76 352 47+/>82/ 47+42+.

T*892+ 76 /2*-/:

A7>+ #$ 92 42+3 76 47+/>8937+ 5*992+/ + 3*+/3. C7+/>82 2/2*4547+>432 >/ 22*-2 35*3 352 72+ 47+42+ 67 35/ /23 76 >2/ / 352

3*892+ 76 352 /2*-. M*+ 5*2 ;3+2//2 >/2 733-2/ 2+ 26--2 *3 *-;*

/3*37+/. S7 ;52+ * 47+/>82 >/ 8+2*- ;*32, 52 ;7>- -12 37 2 *//>2

35*3 352 ;*32 5*/ +73 22+ 3*8922 ;35. B/-2 5*/ 53- +37>42 352

47+4293 76 352 2*1*;* /2*- 37 2+6742 352 9>3 76 B/-2 8+2*- ;*32

*+ 2+ * />23 37 3/ 47+/>82/ 35*3 ;5*3 352 *2 47+/>8+ /SAFE.

T*/32 76 352 8+2*- ;*32:

"any consumers want the mineral water to taste more like '*32?.The consumer

research done by us revealed that consumers preferred 'isleri because of its natural

taste.


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STRATEGIES THAT BISLERI SHOULD FOLLO' IN ORDER

TO RETAIN ITS MARKET SHARE :

".T52 /763 3*23:

elling bottled water re)uires constantly e$panding the market. The company should

also target the market for soft drinks. !ll 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 is well accepted. T522 / 2 -33-2 352 8+2*- ;*32

*+/ 4*+ 7 37 * 352 6>+ 2-282+3 *7>+ 352 97>43. !gain 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 )uencher. If

we try and look at the reasons that why consumers buy soft drinks as thirst )uenchers%

we would find the answer as that either water is not available or if it is available then

safety is not assured. T522672 *412 * 77 /3>37+ +23;71 8+2*-

;*32 +>/3 4*+ 7; *3 * *9 *32.

. G233+ + /5*92 :

The another improvement the company needs is in terms of packaging. It is often

seen that 352 7>35 *2 352 79+7+ -2*2/,therefore it becomes very important

for any consumer product to make a mark in that generation, if it really wants to

grow. The company for that, would have to come with packaging that is more

sturdy and portrays itself as a hep brand.

/. D/3>37+ +23;71%The need for improving the distribution network is not only when the company

wants to target the soft drinks market. If it wants to enter every part of the country

and would face competition from competitors like 'ailley it becomes a

prere)uisite for the company to have a strong distribution network. take the

e$ample of 'ailley, it can be seen that this company has grown rapidly in the past

and is still on that trend. ne of the important reason for this rapid growth is

franchising.


40/82

THREATS

'isleri will be taking the packs back and refilling them. 'ut the packs cannot be

sterilized since the material used is PET *+ 4*++73 ;35/3*+ 55 32892*3>2.

S7 57; 4*+ 352 2+/>2 9>3?

S3*32 37 47>+32 352*3/

B733-2/ *2 />2432 37 45-7+2 ;*/52/, 573 ;*32 ;*/52/ *+ 77+2 ;*/52/

2672 26--+ 352 733-2/.

The company is betting on the home segment. It is often seen that customers are not

satisfied with filters and water purifiers. T52 2*/7+ 2+ 35*3 6-32/ *+ ;*32

9>62/ *-/7 +22 37 2 4-2*+2 9274*-- *+ /3-- 7 +73 >**+322

*/7->32- 4-2*+ ;*32.In order to service this segment, the five liter packs are being

pushed through the route of fat dealers @wholesale dealersA who are retailers as well as

stockiest and serve as supply points from where customers can pick up the re)uired)uota. In future, consumers will be able to call the fat dealer and place orders for

home delivery of the five&liter pack.. T5/ / * 55 3>+72, -7;8*+ 23*-2

;57 72/ +73 1229 * /372 >3 /22/ * /8-* 9>97/2 ;35 7352 328/ />45 */

42 .

OPPORTUNITIES

o far, company has not used the franchising route very aggressively unlike Parle

!gro*s 'ailley which has grown very fast using this route. H2 5*/ *7>+ /

6*+45/22/ + M>8*, D2-5, C52++*, B*+*-72, G7* *+ R**/35*+. They

shunned this route so far because in most areas where they had no presence, it was

imperative that they did it themselves. =ow for further e$pansion they can afford to

use the franchisee route.7


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P42 7 47892337+

P4+ / 352 +23 87/3 8973*+3 47+/2*37+ 67 352 47+/>82. 352 5*2

4*/52 352 942/ 76 352 7+2 -32 *+ 00 8- 7662+/. A3 R/., 35*3 / 5*-6 352

942 76 352 7+2 -32 9*41, 352 00 8- 9*41 / * /32*-,? /*/ C789*+.

'ut what about the smaller pack eating into the one&liter salesL !nswers C789*+,

I+322/3+-, 352 /8*--2 9*41 5*/ 9>/52 >9 352 7+2 -32 /*-2/. T522 5*/ 22+

* 2 77 >766.?chemes for retailers for a combination of both packages are

on create the push. 5owever, one liter packs which accounted for 19 per cent of the

company*s turnover has come down to /9 per cent. T52 3;7-32 9*41/, ;545 5*2

9*434*-- /*992*2 678 352 /52-2/, 5*2 4782 7;+ 678 %0 92 42+3 37

62 92 42+3. The growth has come from the 199 ml and the five&liter category,

which account for 41 per cent and /2 per cent of turnover respectively.

E*-2, B/-2 ;*/ /2--+ *3 * 928>8 76 R/."% 67 352 /*82 /2. B>3

2+++ -*/3 2*, 3 5*/ 22+ /2--+ 3/ 7+2 -32 733-2/ *3 R/."0 2*45. A=>*

M+2*-/ *33>32/ 352 P42 /-*/5+ 37 23*-2 8*+/ 2+ 7+ 352 552

/2 2*-2.

The competitive s.49&price tag has been working well for the brand. Points out /*-2/ 972 35*3 352 I+*+ 47+/>82 / 233+ /8*32 352

*. I6 52 4*+ > * 55 =>*-3 97>43 67 352 /*82 942, ;5 ;-- 52 793 67

*+ +627 *+??or fre)uent consumers, B/-2 +37>42 * 5*-6-32 733-2

942 *3 R/. /782 / 87+35/ *41. T522/ *-/7 * 3;7-32 733-2 67 R/.".

In what could be a masterstroke, A=>* M+2*-/ / 32/3+ 7>3 352 97//-3 76

8*// 8*123+ %0-32 B/-2 733-2/ 67 *+ MRP 76 R/.!0.That works out to

s. a liter. If the logistics, manufacturing and distribution do fall in place, it could

change the face of the purified water market for keeps. In the current scenario,

mineral water is picked up more by travelers, less by households. '35 3/

4*9*43 *, A=>* M+2*-/ ;*+3/ 37 45*+2 35*3. 352 *2 3+ 37 2*1 352

5782 8*123 ;35 352 %0-32 *,? 4789*+ /4-7/2/.


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PURIFICATION PROCESS

'isleri is producing by painstakingly rigorous process. ource water is put through& ;

6stage Purification process. It is then packaged in tamper proof packs with the uni)ue

Mbreakaway sealM !nd all is done in completely automated plants to ensure it reaches

you perfectly pure and safe. The process is =atural spring water is drawn from deep

wells then

l. ?IJ T#&&&emoves suspended matter and turbidity.

/.


43/82

FUTURE PLANS

'isleri was the first to market bottled water in a totally virgin markets and naturally

people associate the brand with bottled water .now 'isleri is perhaps already 49 steps

ahead of its competitors and will endeavors to widen its gap in the times to come,

ome of the future plans of the 'isleri

4. =ew pack sizes in bottles and cups.

. Increase the distribution network with an investment of over 99 crores.

/. trengthen presence in traditionally weak areas by setting up 4 new bottling

facilities at the cost of s 419 crores.

0. 'isleri planning to diversify into fruit juice business. It has already set up a

fruit &juice plant in


44/82

S'OT ANALYSIS

STRENGTHS:

'isleri is the first in the segment has built up a brand name.

! generic product.

preaded >istribution network all over India

'EAKNESS:

Jess margins of retailers or distributors, so they avoid it.

5igh cost of production than the competitors.

OPPORTUNITIES:

In flavoured water segment.

In neighbouring countries.

THREATS:

Jocal players entering in to the market - selling at a very low price.

>uplicity resulting in bringing down the 'rand name.

5eavy market potential in this segment invite the big players and the

competition increases.


45/82

FINDINGS OF RESEARCH

". O>3 76 "00 23*-2/, 227+2 /372 8+2*- ;*32 andbasically

these shops were centrally located to the market and were basically general store,

confectionery shop and small kirana shop.

T52 />2 22*-2 35*3 *-87/3 22 /579 /372 8+2*- ;*32, 3522672 3

4*+ 2 +329232 35*3 8+2*- ;*32 + 4>2+3 8*123 /42+*7 / 7+

2+2*- 28*+ *+ 23*-2 2+7 /2--+ 3, */ 352 23 77 8*+ 7>3 76 3.

%. B*+ 76 8+2*- ;*32 1293 352 23*-2/

T52 />2 22*-2 35*3 7>3 76 "00 23*-2/ />22, *-- 72 D2-5, #0 76

352 23*-2/ 1293 B*-2*6+*, !0

Y2/ *+ 0 352 23*-2 1293 H2--7 8+2*- ;*32.

5owever it can be noted that retailers prefer 'isleri mineral water which has got a

share of ;9B this is so because people or customer recalls mineral water with the

brand name of 'isleri. T52 +2; 2+3*+3/ */4*-- A=>*6+* *+ K+-2 / 22+

1293 0 *+ %$ 76 352 23*-2/ *+ 352 47+/2 35*3 35/ 97>43 ;--

/77+ 4*93>2 8*123 /5*2 */ 352 *+ +*82 ;-- /92*1 3/ =>*-3.


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P245*3 /57;+ 9242+3*2 /*-2/ 76 67--7;+ 8+2*- ;*32 + *

;221

45%

10%8%

20%

17%

Bisleri Aquafina Kinley Hello Ohers


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. A+*-// 7+ 352 423 97-4 76 352 /3>374789*+

I3 ;*/ 67>+ 7>3 35*3 +7 4789*+ 2/ 352 8+2*- ;*32 37 352 23*-2/ 7+ 352

423 *// 35*3 / */4*-- 352 -12 37 /2-- 3522 97>43/ 7+ * 4*/5.5owever,

this can one of the area where one can come and find a ;* 37 4*93>2 -7+2 45>+1

76 8*123 /5*2 7662+ 423 37 352 /8*-- 23*-2/ ;57 72/+6642+3 -=> 37 +2/3 + 328/ -12 35/, 3522 6 423 97-4 / 2+ 76622

by any one of this companies for small period of time, say for a day or two, then this

small retailers combined together may able to push the product in the market in a

successful manner. T52 4789*+ 8>/3 35+1 + 35/ 47+32+3 *+ /57>- 67--7;

9>/5 /3*32, ;522 352 ;-- *-2 37 5*2 -*2 45>+1 76 8*123 /2 678 *

-832 8*123 /5*2.


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P245*3 /57;+ /*3/6*437+ -22- *87+ 352 23*-2/ 2*+

=>*-3 76 352 97>43 678 352 *7>/ 9-*2/

"5%

#5%

"0%

70%

40%

80%

Bisleri Aquafina Kinley Bailey$s Hello Ohers

!fter calculating B of retailers satisfied with the )uality of mineral water, it was

found out that the !)uafina is leading ahead with its competitors, as 81B of retailers

feels that )uality of this particular brand is much better than the other mineral water,followed by +inley, ;522 0 23*-2/ *2 /*3/62 3/ =>*-3 352+ 352 H2--7

#0, 67--7;2 B/-2 $, B*-2*-3 +

72 37 8*+3*+ 3/ 2/3+ 8*123 /5*2.

A+*-// 76 /*3/6*437+ -22- *87+ 352 23*-2/ ;35 2* 37

*+ +*82


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T522672 3 4*+ 2 47+4->2 /*+ 35*3 *+ 8*2 76 A=>*6+*, H2--7,

K+-2 *+ B/-2 / 2 55 *+ 6 9792- 8-12 4*+ -2* 37 +42*/2 + 352

8*123 /5*2.


67/82

P245*3 /57;+ 478+2 /*3/6*437+ -22- 76 *+ +*82 *87+

352 23*-2/

70%

#5%

#0%

!0%

"0%

1!%


A+*-// 2*+ 352 942 76 8+2*- ;*32 *87+ 352 23*-2/

H5 R2*/7+*-2

B/-2 "0 0

A=>*6+* #0 0

K+-2

B*-2


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G*95 /57;+ 76 23*-2/ 9242937+ 2*+ 352 942 76

67--7;+ 8+2*- ;*32

10%

#0%

70%

!0%

5%

#5%

20%

80%

15%

85%

10%

#0%

0%

10%

20%

!0%

40%

50%

"0%

70%

80%

#0%

100%


Hi,h -easona.le

?rom the data it*s very clear that the price of 'isleri mineral water is reasonable. !s it

can be seen that almost 89B retailers feels the price of 'isleri mineral water is

reasonable whereas 49B feels price to be high, therefore 'isleri should stick with the

same pricing policy and try to e$pand its market size.

A=>*6+* 942 ;*/ 62-3 55 352 23*-2/ */ #0 67 352 23*-2/ /* 35*3

#0 8- 76 ;*32 47/3/ R/. "0 ;545 / 4789**32- 552 35*+ 352 7352

8+2*- ;*32r, therefore it caters to different sector and as a result its sales is not

able to increase inspite of the fact that it has best )uality and to support this they

are very aggressive in advertising, therefore if they look on the parameter and try

to do something, 352+ 26+32- 352 ;-- 5*2 *+ 22 72 352 47892337/.

K+-2 " -3. 733-2 47/3 R/."0 *+ 00 8- 733-2 / 47/3+ R/.! ;545 352

23*-2/ 622-/ 35*3 3/ 942 / 2*/7+*-2 /57;+ 352 47+/2+3. A-87/3

23*-2/ 622-/ 35*3 352 942 / 2*/7+*-2 *+ 2/3 76 /3-- 47+/2

3/ 942 */ 55.

5owever it can be interpreted out from this that 6 352 67--7; 35/ /3*32 76 942

352+ -*2 8*123 /2 */ 352 5*2 /37+ *+ 8*2 76 C74*C7-* *33*452

;35 352/2 3*, ;545 ;-- 52-9 3528 37 4*93>2 -*2 8*123 /5*2.


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CONCLUSION

The players who will endure will be those who have a strong regional presence. T*12

352 4*/2 76 T2*8, ;545 2+7/ 882+/2 979>-*3 + T*8-N*>. S8-**+/ ;35 * 27+*- 92/2+42 *2 S>*+, *+ K7*. T5>/, +2; 9-*2/ ;--

2 -771+ 67 * /3+43 97/37++. O+2 />45 *+ / P29// A=>*6+*, 352

-*2/3 /2--+ 733-2 ;*32 *+ + 352 US. A632 3/ />442//6>- 32/3 -*>+45 +

M>8* *+ B*+*-72, A=>*6+* ;*/ 2-2*/2 + C52++*, A582**,

V*7**, *+ P>+2. P29/ 5*/ +2/32 72 R/. 472 + 352 +2; A=>*6+*

;*32 97243 + M*5**/53*, ;545 / 352 7+- A=>*6+* 9-*+3 7>3/2 352 US.

A447+ to thee$ecutive vice president, corporate communications, P29/ F77/

L3.A=>*6+* ;-- 2 52-92 P29// +23;71. M7272, A=>*6+* ;-- 2

/22 */7->32- 45--2.?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 travelling.

'35 352 9-*2/, ;57 5*2 352 />9973 76 352 6+*+4*- 8>/4-2 *+ * -*2

47+/>82 */2 + 7352 4*3272/ ;35 3528, -12 P29/, B3*++*, N2/3-2 *+

C712 352 *33-2 / 352 37>52 *2+* 76 *+ >-+.!ll the multinationals

are looking at high&octane advertising targeting specific consumer segments. ensing

troubled waters ahead,


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44.5ow often do your customers asked for 'isleri, +inley - !c)uafinaL

QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ.

4. What advantages do you get by stocking 'isleri, +inley -

!c)uafinaL

QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ.

4/. 5ow fre)uently you receive 'isleri, +inley - !c)uafina from their

respective distributorsL

@aA "onthly @bA Weekly @cA Twice a week @dA daily

THANK YOU


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37767342 Bisleri Marketing Competitor Analysis New Project

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Transcript of 37767342 Bisleri Marketing Competitor Analysis New Project