Reinventing Bisleri

Neeraj Saini

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

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.

…..Cont

The overwhelming popularity of 'Bisleri' and the fact that they were the pioneers of the bottled water industry in India has made them synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri'.

Rival’s Arrivals

In 2000-01 MNC’s like Coke, Pepsi, Nestle Came into the picture.

And Spreaded into Premium & Popular Segment.

Premium- Least Crowded. Popular- Most Crowded. Bulk- Bisleri Clean sweep.

….Contd

Pepsi & Coke had a leverage of there pre-established distribution network in the color water network segment.

Category competition was getting intense where the product differentiation on the basis of quality was becoming increasing difficult.

…contd

Because every body was claming that its water was safe and pure.

Bisleri noticed it and introduced temper proof seal bottles.

But soon it realized that only a sealed water bottle is not the guaranty of mass approval.

So the strong distribution channel can be the strongest link even in a week chain, which provide the strength to the whole weak chain.

Time to Re-Position

Bisleri knowing the increasing competition, realized that it had to reposition itself to arrest it decline market share.

Earlier image was PURE AND SAFE.

Now, they launched PLAY SAFE ad campaign

Company try to add a fun element for the rejuvenation for its Bada Bisleri Brand

They change there color from blue to green

Market Segment

Popular Parle Bisleri Bisleri 250ml 3.00

500ml 5.00

1.2 ltr 12.00

Parle Agro Bailley 330ml 3.50

500ml 5.00

Pepsi Aquafina 750ml 10.00

1 ltr 11.00

….Contd

Coca-cola Kinley 1 ltr 10.00

Bulk Parle Bisleri Bisleri 5 ltr 25.00

Parle Bisleri Bisleri 20 ltr 60.00

Premium Nestle Perrier 330ml 55.00

750ml 90.00

Danone Evian 1 ltr 85.00

Market Share

Brand 2000 2001 June 2001

Bisleri 53 51 47

Bailley 23 17 10

Kinley 10 19

Aquafina 4 15

Yes 13 11 9

Others 11 7