MARKETING OF BISLERI WATER

A case study of Swastik Agency, Shimoga

TABLE OF CONTENTS

Chapter 1: INTRODUCTION

Introduction

Objective of the study

Scope of study

Methodology

Limitations

Chapter 2: COMPANY PROFILE

Chapter 3: PRODUCTS

Vedic Bisleri with added minerals Bisleri mountain water Bisleri himalaya water Purification Packaging CompetitorsChapter 4: FIRM PROFILE

Chapter 5: ANALYSIS AND INTERPRETATION

Chapter 6: SUGGESTIONS AND CONCLUSION

APPENDIX

Questionnaire

Bibliography

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Chapter 1

INTRODUCTION Introduction

Objective of the study

Scope of study

Methodology

Limitations

ATNCC, Shimoga 2

INTRODUCTION

Water is a key to social equity to environmental stability and to cultural

diversity. Water is also firmly linked with health. Pure and safe drinking

water has always been a necessity. The tradition and style of serving

drinking water, in India, has however changed quite dramatically during the

last decade. Almost a decade ago, the introduction of bottled water or

“packaged mineral water” has changed the tradition of serving and

consuming drinking water. This has ushered in very strongly, the use of

polymers or plastics as materials for water storage and distribution.

The categories of bottled water in India are Packaged Natural Mineral Water

and Packaged Drinking Water .Bottled water industry, colloquially called,

the mineral water industry, is a symbol of new life style emerging in India.

The packaged drinking water in India, which is estimated at Rs.850 crores

with over 200 brands floating in the market, most of which have restricted

territorial distribution. This is a growing market in India as quality

consciousness among the consumers is on the rise. The bottled water market

is growing at a rapid rate of around 20%.At this growth rate, the Rs

7000million per year market is estimated to overtake the soft drinks market

soon. Multinationals, Coca-Cola, Pepsi, Nestle and others are trying to grab

a significant share of the market. There are more than 180 brands in the

unorganized sector. The small players account for nearly 19% of the total

market. The per capita consumption of bottled water in India is less than half

a litre per year, compared to 111 litres in France and 45 litres in the US.

These points to the future potential beyond the high growth.

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Major Players with their brands include Parle Export which introduced

Bisleri in India 25 years ago, Parle Agro with Bailley, Godrej Foods with its

Golden Valley, Coca-Cola with Kinley, PepsiCo with Aquafina, Nestle India

with Perrier, Mohan Meakins and SKN Breweries entered the market with

Golden Eagle and Penguin mineral water, respectively. Nonetheless, Bisleri

and Bailley, both of Parle Origin ,enjoy about 50% market share and has

become almost generic with the product. The premium bottled water market

in India has brands like Evian, San Pelligrino, Perrier.

In the market for water purifiers, while Aquaguard from Eureka Forbes,

remains the market leader, several others have made it to the market place.

Usha Shriram with its Brita water Purifier already established, has launched

India’s first digital water purifier-the water guard Digital in collaboration

with Brita GmbH of Germany. HLL has also forayed into the water

business, with its water purifier device called Pure.

Water Purifiers (residential segment) are growing at 22-25% annually. A

high growth rate indicates  a good future potential in these sectors. It is a Rs

5 to 6 billion industry,with Aquaguard cornering more than 50% of the

market. The rest is divided among Kent RO, Pentair, Ion Exchange and

Others.

The mineral water is one of the important items, which is directly consumed

by people all over the world. Mineral water is bottled under very hygenic

conditions under strict quality control being market. Its major use in 5 star

hotels and hospitals where good quality pure water is required for potable

purposes. The consumption of mineral water gradually increase in India due

to shortage of pure hygenic water. The mineral water is consumed by

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tourists. Now there is increase of tourist came in our country increase by 8-

10%, even some peak season they are increase more than 15%. There is

good prospect of mineral water industry.

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 Rupees 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 monopolized 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.

By visiting every shop for this scheme I understood the market well and

came to know what was selling in what areas and what various strategies of

competitors were. For example I came to know that Pepsi were giving away

free water bottles with there cola drinks and eating up the share of Bisleri.

I was also taking orders from the retailers and fulfilling there needs on time

by directly calling distributers of area. Apart from that I was also monitoring

sales in these regions and was doing tele-calling time to time to motivate

retailers to buy more of bisleri to get gifts in return.

After this experience I learnt that Bisleri continually needs to come up with

these kinds of schemes to compete against giant mnc’s. Apart from that I

also found out that Bisleri needs to work hard on there distribution system.

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The project on the whole helped me understand marketing system, customer

relationship management and the usefulness of marketing in an organization.

Objective of Study

The primary objectives of the introduction of Retailers scheme card and

research project titled “retailers survey in Shimoga with special reference to

Bisleri” are as follows:-

To understand current market scenario in context of packaged drinking

water.

To attracts retailers most in selection of packaged drinking water

the various issues related to distribution in various markets

To find out the preference level of Bisleri botteled water in the market.

To determine the market share of Bisleri Brand of Bottle Water

To know the competitors strategies.

To find untapped retailers.

Scope of study

Marketing is a subject where a person can learn from anybody. As I was into

retailers survey work of country’s leading packaged drinking water company

Bisleri, I was feeling myself to be a part of organizations family. I had a very

good market exposure while undergoing this project because every person

came forward with a different opinion and that was very important to know

the perception of the retailers. And being my first real exposure to the

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corporate environment, the training period proved to be very educating and

offered me a great chance to learn the practical workings of the FMCG

industry.

Methodology

My research is descriptive research as it includes a questionnaire survey and

it is a fact finding enquiry through retailer’s scheme card. And I am focusing

on retailers viewpoint towards packaged drinking water and problems

associated

My Project is descriptive research due to the following factor:

It describes the characteristics of retailers in Shimoga city.

It is carried out to estimate the approximate percentage of units in a

specified population exhibiting certain behavior.

It helps in determining the perception of product characteristics.

It helps in making certain predictions related to packaged drinking water.

Data collection

Primary data

Primary data was collected through questionnaire method and also through

retailers’ scheme card. The Questionnaire and Retailers card are attached to

the annexure of this report.

Secondary data

Secondary Data was collected from sources at the office, magazines’,

newspapers and websites.

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LIMITATIONS

A small segment of the market has been covered only, so the conclusion

cannot be generalized.

The data collected cannot be free from errors, since some of the

respondents failed to give correct information.

Study accuracy totally based upon the respondents response.

First, it was not a consumer’s survey but retailer’s survey; it was really

hard to find a free sitting shopkeeper in peek hours of a day when survey

was carried out.

All those retailers who were not into selling of packaged drinking water

were hard to convince to give their information.

There were certain cases in which shopkeepers were not willing to give

their information on account of security measures.

ATNCC, Shimoga 8

Chapter 2

Company Profile

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Company Profile

ABOUT THE COMPANY

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in

glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a

company of Italian origin. This company was started by Signor Felice

Bisleri who first brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral

water in glass bottles under the brand name 'Bisleri'. Later Parle switched

over to PVC non-returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations

substantially and the turn over has multiplied more than 20 times over a

period of 10 years and the average growth rate has been around 40% over

this period. Presently we have 8 plants & 11 franchisees all over India. We

have our presence covering the entire span of India. In our future ventures

we look to put up four more plants in 06-07. We command a 60% market

share of the organized market. Overwhelming popularity of 'Bisleri' & the

fact that we pioneered bottled water in India, has made us synonymous to

Mineral water & a household name. When you think of bottled water, you

think Bisleri.

We at Bisleri value our customers & therefore have developed 8 unique pack

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sizes to suit the need of every individual. We are present in 250ml cups,

250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs &

5L, 20L which are the returnable packs. Till date the Indian consumer has

been offered Bisleri water, however in our effort to bring to you something

refreshingly new, we have introduced Bisleri Natural Mountain Water -

water brought to you from the foothills of the mountains situated in

Himachal Pradesh. Hence our product range now comprises of two variants :

Bisleri with added minerals & Bisleri Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water.

Bisleri Water is put through multiple stages of purification, ozonised &

finally packed for consumption. . Rigorous R&D & stringent quality

controls has made us a market leader in the bottled water segment. Strict

hygiene conditions are maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases

performs & caps only from approved vendors. We produce our own bottles

in-house. We have recently procured the latest world class state of the art

machineries that puts us at par with International standards. This has not

only helped us improve packaging quality but has also reduced raw material

wastage & doubled production capacity. You can be rest assured that you are

drinking safe & pure water when you consume Bisleri. Bisleri is free of

impurities & 100% safe. Enjoy the Sweet taste of Purity

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

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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 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!

Company Background

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In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first

brought the idea of selling bottled water in India. It started a company called

Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports,

bought over the brand. In those days, Bisleri packaged drinking water was

available in glass bottles.

Being a returnable package owing to various other problems such as

breakage and weight, in 1972-73, Bisleri was made available in PVC (Poly

Vinyl Chloride) bottles. After this plastic packaging was introduced, things

started to change, and sales increased rapidly.

The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold

off the Parle stable of brands, including Thumps Up, Limca and Gold Spot.

Recognising the potential of the packaged drinking water market, he then

went on to concentrate on making Bisleri a top selling brand in India.

The Present

It was around the year 1995, when Parle Exports took charge of the brand

operations and the business took off in the market. With factories across

India and a strong distribution network, Bisleri established itself as a force to

reckon with in the domestic packaged drinking water market.

Earlier the packaged drinking water market consisted of five star hotels,

tourists and foreigners. As a marketing strategy, a conscious decision was

taken by the company that only 40% of the sales should come from these

outlets and 60% from general market, i.e. paanwallas, street shops, general

stores and even non-tourists.

This brought about a sea change in the perception in the consumer's mind

about consumption of Bisleri. Earlier, drinking bottled water was considered

to be more of a status symbol. That thinking has slowly changed to the point

ATNCC, Shimoga 13

where today, not drinking Bisleri is considered as being behind the times.

Such has been the presence and penetration of the Bisleri brand in the

bottled water segment.

About few years ago, in 1998, a strategy was adopted to concentrate

aggressively on the home market. The habit of boiling water or using

electronic gadgets was not adequate, since the source of water itself was

unreliable.

Future Plans

Bisleri was the first to market bottled water in a totally virgin market and

naturally people associate the brand with bottled water. Now Bisleri is

perhaps already ten steps ahead of its competitors and will endeavor to

widen its gap in the times to come.

Bisleri's brand positioning stresses on pure, clean and safe drinking water.

Some of the future plans to maintain the top spot that Bisleri commands in

the Indian market are:

New pack sizes in bottles and cups

Increase the distribution network with an investment of over 200

crores

Strengthen presence in traditionally weak areas by setting up 12

new bottling facilities at a cost of Rs. 150 crores.

While the controversy over European standards is going on in India, Bisleri,

the acknowledged Indian market leader, is now set to sell still and sparkling

waters in Europe and America.

Bisleri is confident of entering the European market and has been tested by

the Central Food & Technology Research Institute (CFTRI), Mysore. The

ATNCC, Shimoga 14

CFTRI-tested Bisleri water using European standards and found 'not

detected' for all pesticides specified.

This European launch will silence critics who had raised issues concerning

Bisleri's water quality, a company press release said. The company stands

proud by its high international quality and has the confidence to take the

European market by storm.

Says Parle Bisleri chairman Ramesh Chauhan: "The fact that we have

reached out to international markets is an acknowledgement of our quality

and our penchant for safety and purity."

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

present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the

non-returnable packs & 5L, 20L which are the returnable packs. Till date the

Indian consumer has been offered Bisleri water, however in its effort to

bring something refreshingly new, it has introduced Bisleri Natural

Mountain Water - water brought from the foothills of the mountains situated

in Himachal Pradesh.

Hence its product range now comprises of two variants: Bisleri with added

minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonised &

finally packed for consumption. . Rigorous R&D & stringent quality

controls has made it the market leader in the bottled water segment. Strict

hygiene conditions are maintained in all plants.

ATNCC, Shimoga 15

In its endeavor to maintain strict quality controls each unit purchases

performs & caps only from approved vendors. It produces its own bottles in-

house. It has recently procured the latest world class state of the art

machineries that put it at par with International standards. This has not only

helped it improve packaging quality but has also reduced raw material

wastage & doubled production capacity.

The company that recently launched its premium brand with medical values

Vedica, is expecting a 50 per cent growth in sales from this brand.

Promoters

Parle was established in 1929 as a confectionery manufacturing unit by late

Shri Jayanti Lal Chauhan. In 1967, Mr. Ramesh. J. Chauhan son of Late Shri

Jayanti Lal Chauhan, a MIT and MBA Graduate from University of Boston,

USA, took over the helm of the Group. It was due to his foresightedness

the group bought Italian Mineral Water Company – Bisleri in 1969 that has

grown to become the Leading Brand BISLERI in Indian market. Presently

BISLERI enjoys number one position in the water market.

The Group also was a pioneer in Indian market for introducing aerated

drinks like Thumps up, Limca, Citra and Gold Spot. These products were

later sold to MNCs in 1993. Presently the focus of organization is on

packaged and mineral water marketed under the brand name Bisleri.

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Bisleri International Pvt. Limited (BIPL) has the history of being the

undisputed leader with constant growth and development in an ever-

changing environment. Bisleri International Pvt. Ltd is 40 years old. It has

presently 8 own manufacturing units, 11 franchisee and 32 contract packing

facilities across India. We will be expanding the business to reach far &

wide. Our plants are now equipped with sophisticated machinery & state of

the art technology.

Bisleri’s Vision

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

the second player is less than 20% of its business.

Bisleri’s Mission

It is 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. It must have world class quality, at the lowest

production & distribution cost. This will make it an unbeatable leader, and

will have satisfied loyal customers.

Bisleri’s values

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, and

Openness & Transparency.

Organisational Structure

• Senior Sales Manager

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• ASM under the Senior Sales Manager

• ASM has zones divided such as north, east, west, south and central

• Sales Executive for ASM in all the 5 zones

• 5 Corporate Sales person for all the 5 zones

• Their truck drivers are their salesmen

The Journey till Now

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri.

Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales

urge.

Mid-1980s: Switches to PET bottles, which meant more transparency and

life for water.

1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca

to Coca-Cola for Rs.400 crore.

1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.

1998: Introduces a tamper-proof and tamper-evident seal.

2000: Introduces the 20-litre container to bring prices down from Rs 10 a

litre to Rs 2 a litre.

2000: BIS cancels Bisleri's license of water bottling in Delhi since some of

the bottles did not carry ISI label; the license is restored one-and-a-half

months later.

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2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-

MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's

34.4 per cent.

2003: Bisleri says it plans to venture out into Europe and America to sell

bottled water.:

2006: Launch of Natural Mineral Water to increase the product portfolio.

2007: Introduced 250ml attractive bottles.

2008-2010: May introduce energy drinks and flavored water.

Expansion

Bisleri International Pvt. Ltd. is committed to meeting the needs of its

customers across the country and to effectively service the end consumer

Bisleri has been working continuously to establish fresh bottling and

distribution capacities.

Over the course of last one year, bottling plants have come up at:

Location Effective Date

Wadki, Maharashtra 17.08.2007

Ahmedabad, Gujarat 13.11.2007

Chennai, Tamil Nadu 15.11.2007

Andaman & Nicobar 18.12.2007

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Madurai, Tamil Nadu 05.01.2008

Rajampet, Andhra Pradesh 29.01.2008

Mysore, Karnataka 29.02.2008

Udaipur, Rajasthan 01.03.2008

Kanpur, Uttar Pradesh 01.04.2008

Product Range

Value Chain

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

ensure that your Bisleri experience always remains pure and satisfying for

longer. The following is a brief understanding of the water treatment

process:

ATNCC, Shimoga 20

Distribution Channel

They have appointed Distributor for each area to sell their products and have

also approaches to the Retailers.

It’s a battle that Bisleri can win by sheer distribution muscle. Bisleri has a

largest distribution network across the country, further it plans to increase its

network in southern and eastern region which will prove a great advantage

for the company.

BISLERI appoints a sales representative to each distributor. The salesmen

are divided among the territories defined by the distributor.

ATNCC, Shimoga 21

The distributor has 5 routes. Out of the 5 routes, one is the main route and

the other four are sub routes. The salesmen have to handle these routes. This

helps in avoiding horizontal conflict and leads to better focus and evaluation

of sales performance of the salesmen.

The company sales person makes a visit once every week on Friday. Every

Friday a report is given by the sales representative to the area head.

Communication regarding stock replenishment, etc. takes place over phone.

The person of the company whom the distributors communicate with is the

Sales Executive. At times the company deploys its own men to do the

distribution job for the Distributor also. Distribution Weakness: Company

is not addressing the compliant from distributor and end user.

Industry Analysis

Potters Five Forces Model

□ Substitutes

□ New Entrant

□ Bargain Power of Supplier

□ Bargain Power of Customer

□ Industry Rivals

ATNCC, Shimoga 22

Industry Rivals

Rivals divided into organized and unorganized

Organised

Coke’s Kinley, PepsiCo’s Aquafina, Mohan Meakins, SKN Beweries and

Parle Agro’s Bailley.

Unorganised

Local water brands such as H2GO, Blue Label, Kwencher, Yes, etc.

New Entrants

HUL water purifier Pureit

Various new local brands (unorganized players)

Shaw Wallace is also in a process to enter the bottled market in the

premium segment.

Substitutes

Soft drinks

ATNCC, Shimoga 23

Water purifiers

Tap water

Coconut water

Vending Machine water

The most economical drink -nimbu pani

Bargain Power of Supplier

When the company’s suppliers are able to:

raise price and reduce quantity

Then the supplier power would be high

Packaging (PET bottles)

Labeling material

Bargain Power of Customer

Buyer’s demand

1. Better quality or service

2. Set competitors against each other

At the expense of sellers profitability

Reason:

1. Industry where many brands fighting for existence and

their share

Large number of choices available to retailer

Low switching cost for retailer

Prices of other products are more of less the same

1. Brand Loyalty of customer is very low

ATNCC, Shimoga 24

Chapter -3

Bisleri Products

ATNCC, Shimoga 25

Bisleri 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, 1.5L, 2L

which are the non-returnable packs & 5L, 20L which are the returnable jar

packs.

DIFFERENT PRODUCTS OF BISLERI:

1. VEDICA

2. MINERAL WATER

3. MOUNTAIN WATER

VEDICA:

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Vedica Natural Mountain Water comes to you in all its untouched purity,

right from its source. Gushing from an aquifer with intense pressure, the

natural mountain water is pushed above the ground surface to a height of 5

meters above ground level, powerfully and consistently. The underground

geological origin guarantees that there is no external Contamination, since

the mouth of the water source is covered from rocks on all sides. Besides,

being naturally fortified with silica, the spring is naturally free form any

Microbial infection or pollution. Vedica Natural Mountain Water is also low

on sodium, making it the perfect choice for the health conscious. It has a

high proportion of sulphates, which work as natural detoxifying agents. And

it’s clear, sweet taste proves that it is free of calcium carbonate and

magnesium carbonate salts, which give some mineral waters a chalky taste.

Scientifically put, the Total Dissolved Solids in Vedica Natural Mountain

Water is225mg/ltr. It is also high in sulphates, the natural detoxifying

agents. Ensuring that all you get with Vedica Natural Mountain Water is the

sweet taste of purity.

Vedica Natural Mountain Water is available in 500 ml and 1 liter bottles

Our new Vedica is the most alkaline water there is.  Vedica pH is

7.7, Himalayan pH is 7.3 & Evian pH is 7.2.  For those who are not so

skeptical about the benefits of the alkaline lifestyle, alkaline water helps to

neutralize acids and remove toxins from the body - it is a great cleanser and

helps to detoxify our system.

ATNCC, Shimoga 27

1. 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. Bisleri Mineral Water 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 a person fit and energetic at all times.

The composition of Bisleri Water in milligrams per liter (mg/l):

160-TDS

7.2-ph factor

13.6-Calcium

22-Chlorides

58-Bicarbonate

7.8-Magnesium

2-Nitrate

19.3-Sulphates

66.1-Hardness

Purification -

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

ensure that your Bisleri experience always remains pure and satisfying for

ATNCC, Shimoga 28

longer. The following is a brief understanding of the water treatment

process.

1. Chlorination:

Kills micro organisms. Remove organic matter.

2. Arkal Filter:

Removes suspended matter and turbidity.

3. Carbon Filter:

Removes residual chlorine & odours.

4. Reverse Osmosis:

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

5. Addition of Minerals:

For the purpose of maintaining a balanced mineral content.

6. Micron Filtration:

Additional safety measures to guarantee purity.

7. Ozonation:

Ensures water remains bacteria free for longer life.

Pack Sizes Available

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

bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.

ATNCC, Shimoga 29

2. Bisleri Mountain Water:

The search for new products has now led the company to the

new Natural Mountain Water. Inspired by nature, it comes

from a pristine source situated in the beautiful and scenic

mountains of Northern India. Natural Mountain Water

resonates with the energy and vibrancy of health and well-

being. It is packed with the goodness of nature's minerals

which will refresh one’s senses and rejuvenate a person.

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 a person back to

nature. Bisleri Natural Water is bottled in its two plants in Uttaranchal and

Himachal Pradesh.

Pack sizes Available –

Bisleri Mountain Water is available in six different pack sizes of 250ml,

500ml, 1 litre, 2 litres, 5 litres and 20 litres

ATNCC, Shimoga 30

3. Bisleri Himalayan Water:

“The water that almost descends from the

Gods”

The Himalayas, the abode of the Gods, where the

earth meets the heavens and where in lies

nature's untouched bounty. White glaciers, snow-

capped mountains and a plethora of exotic herbs

and other flora that have therapeutic properties.

This is where one will find a treasure trove of hidden natural spring water

that flows through natural purifying filters, mineral rich rocks and herbs

from which it absorbs many healing properties. Bisleri bottles this pristine

spring water directly at source, at the foothills of the Himalayas.

Pack Sizes Available

Bisleri Himalayan Water is available in 500ml. bottles & 1 litre bottles.

Packaging @ Bisleri

The most critical aspect of bisleri’s bottling process that sets it apart from

the rest of the industry is the fact that their 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. The 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

ATNCC, Shimoga 31

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 the 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.)

Labeling:

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 the

company’s fleet of trucks.

ATNCC, Shimoga 32

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.

ATNCC, Shimoga 33

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.

Labeling: 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.

ATNCC, Shimoga 34

They are then packed into sturdy cartons which are dispatched to the

market by our fleet of trucks.

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.

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

of polishing filtering, charcoal filtration, reverse osmosis, ultraviolet and

ozone sterilization. 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.

ATNCC, Shimoga 35

Now when we talk about the market, there are various startegies used by

Aquafina in Karnataka. Like they are giving away free water bottles to

retailers with purchase of cola cartons and they 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 Shimoga.

KINLEY

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

European countries and India. Its carbonated forms are used for mixers, 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

ATNCC, Shimoga 36

letting retailers kep any other product inside there complimentary

refrigerators.

BAILLEY

Bailley, brand is owned by Parle Agro Pvt. Ltd. Parle Agro’s 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.

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 it’s a major

supplier of water to wine shops.

ATNCC, Shimoga 37

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.

OTHER COMPETITORS IN MARKET

ALFA

ATLAS

GOLDEN EAGLE

GOLDEN VALLEY

DEW DROPS

HELLO

HIMALAYAN

INTIMATE

KENABAR

NAKSHATRA

ATNCC, Shimoga 38

NESTLE PURE LIFE

PRISTINE

RAINDROPS

SUN

SPRINT UP

SPA AQUA

Competitive Analysis

ATNCC, Shimoga 39

Chapter 4

FIRM PROFILE

ATNCC, Shimoga 40

Firm Profile

Name : Swastik Agency

Date of Establishment :-5-9-1985

Proprietor: Mr. Prasanna Kumar

Location: - Park Extension, Durgigudi

Shimoga

Nature of Activity:- Retail and Wholesale

Number of Workers: - 6

Working hours:- 10 am. To 8:30 p.m

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

product and also making the product available in variations of litres, making

Bisleri both convenient and affordable. The company is following a very

aggressive pricing. Its product is available at a very reasonable price.

250 ml Glass Rs.4

250 ml Bottel Rs.6

500ml Bottel Rs.10

1 Litre Bottel Rs.15

2 Litres Bottel Rs.22

5 Litres Jar Rs.35

20 Litres Jar Rs.70

ATNCC, Shimoga 41

How much water do you need?

Every day you lose water through your breath, perspiration, urine and bowel

movements. For your body to function properly, you must replenish its

water supply by consuming beverages and foods that contain water.

So how much water does the average, healthy adult living in a temperate

climate need? In general, doctors recommend 8 or 9 cups. Here are the most

common ways of calculating that amount:

Replacement approach. The average urine output for adults is about 1.5

liters (6.3 cups) a day. You lose close to an additional liter (about 4 cups)

of water a day through breathing, sweating and bowel movements. Food

usually accounts for 20 percent of your total fluid intake, so if you

consume 2 liters of water or other beverages a day (a little more than 8

ATNCC, Shimoga 42

cups) along with your normal diet, you will typically replace your lost

fluids.

Eight 8-ounce glasses of water a day. Another approach to water intake

is the "8 x 8 rule" — drink eight 8-ounce glasses of water a day (about

1.9 liters). The rule could also be stated, "Drink eight 8-ounce glasses of

fluid a day," as all fluids count toward the daily total. Although the

approach really isn't supported by scientific evidence, many people use

this easy-to-remember rule as a guideline for how much water and other

fluids to drink.

Dietary recommendations. The Institute of Medicine advises that men

consume roughly 3 liters (about 13 cups) of total beverages a day and

women consume 2.2 liters (about 9 cups) of total beverages a day.

Even apart from the above approaches, if you drink enough fluid so that you

rarely feel thirsty and produce 1.5 liters (6.3 cups) or more of colorless or

slightly yellow urine a day, your fluid intake is probably adequate. If you're

concerned about your fluid intake, check with your doctor or a registered

dietitian. He or she can help you determine the amount of water that's best

for you.

Water Purification

Water purification is the process of removing undesirable chemical

and biological contaminants from raw water. The goal is to produce water fit

for a specific purpose. Most water is purified for human consumption but

water purification may also be designed for a variety of other purposes,

including to meet the requirements of medical, pharmacology, chemical and

ATNCC, Shimoga 43

industrial applications. In general the methods used include physical process

such as filtration and sedimentation, biological processes such as slow sand

filters or activated sludge, chemical process such as flocculation and

chlorination and the use of electromagnetic radiation such as ultraviolet

light.

The purification process of water may reduce the concentration of

particulate matter including suspended particles, parasites, bacteria, algae,

viruses, fungi; and a range of dissolved and particulate material derived from

the minerals that water may have made contacted after falling as rain.

The standards for drinking water quality are typically set by

Governments or by international standards. These standards will typically

set minimum and maximum concentrations of contaminants for the use that

is to be made of the water.

It is not possible to tell whether water is of an appropriate quality by

visual examination. Simple procedures such as boiling or the use of a

household activated carbon filter are not sufficient for treating all the

possible contaminants that may be present in water from an unknown

source. Even natural spring water - considered safe for all practical purposes

in the 1800s - must now be tested before determining what kind of

treatment, if any, is needed. Chemical analysis, while expensive, is the only

way to obtain the information necessary for deciding on the appropriate

method of purification.

According to a 2007 World Health Organization report, 1.1 billion

people lack access to an improved drinking water supply, 88% of the 4

billion annual cases of diarrheal disease are attributed to unsafe water and

ATNCC, Shimoga 44

inadequate sanitation and hygiene, and 1.8 million people die from diarrheal

diseases each year. The WHO estimates that 94% of these diarrheal cases are

preventable through modifications to the environment, including access to

safe water. Simple techniques for treating water at home, such as

chlorination, filters, and solar disinfection, and storing it in safe containers

could save a huge number of lives each year.

How safe is your tap water

You Know that our tap water is not as good as it was during our

forefather's time! Due to climatic changes,draught,alarming levels of

salinity, industrial wastes, sources like river,catchements and reservoir

systems are under dire stress which deteriorates the water quality day by

day. Further, one does not get sufficient water from river and has to resort to

underground water, which generally is contaminated with dissolved

impurities.

By the time water (municipal or ground water ) reaches your tap, it

may get contaminated on way which leads to common water problems .

Although,water treatment plants meet 'The Safe Drinking Water Standards',

but still water pollutants may be present in your tap water.

Increasing Dissolved Impurities

Rust

Water might be pure while leaving the treatment plants but when it travels

miles through the ageing pipes, which are corroded at many places , the rust

from pipes become soluble and gets released into water and is generally

invisible . Shocking but true! Further at many places, municipal drinking

ATNCC, Shimoga 45

water does not come for more than 2 to 5 hrs.in a dat this not only leaves

water pipelines empty but also makes them prone to oxidation and rusting.

  PesticidesPesticides are deadly chemicals used to eliminate weeds, insects and other

harmful elements in crops. But their consistent use has however produced its

own harm. Surprisingly, pesticides too are entering our ground water and are

contaminating our drinking water.

  ArsenicArsenic is a semi metal element in the periodic table . it is odourless and

tasteless. It can enter drinking water supplies from natural deposits of the

earth or from agriculture or industrial practices. This problem is widely

experienced in many regions across india. Consumption of Arsenic can

cause skin damage , circulatory system problems and an increased risk of

lung & kidney cancers.

  FluorideFluoride is a major naturally occuring contaminant in drinking water . It is

found on very high levels in east & North India. Low levels might prove

beneficial in preventing dental problems but its high levels can cause

structural tooth damage and very high level can cause skeletal damage.

  LeadMany old homes & building have pipes & plumbing fixtures that contain

lead. Lead can easily leach from pipes into drinking water. Its long term

effects include stroke ,kidney problem and cancer.

  Heavy Metals

ATNCC, Shimoga 46

Metals like Mercury, Zinc, Copper and Cadmium usually enter the water

supply as Industrials wastes and therir excessive concentrations can cause

physiological damage to humans, including damage to the central nervous

system

  Excessive Bacteria and Viruses

At most of the places, Municipal drinking water comes for not more than 2

to 5 hrs. Therefore the water is stored in overhead tanks that results in

excessive bacteria and viruses growth and this can lead to diseases like

Cholera, Dysentery, Diarrhea and Typhoid.

ATNCC, Shimoga 47

Chapter 5

ANALYSIS AND INTERPRETATION

ATNCC, Shimoga 48

ANALYSIS OF PRIMARY DATA

1. Do you prefer packaged drinking water?

Prefer packaged drinking water Frequency Percentage

Yes 90 90

No 10 10

Total 100 100

Analysis: According to the survey of retailers at the metro stations 90% said

yes and 10% voted for no as they sold Rupee 1 per glass.

ATNCC, Shimoga 49

2. Are you aware of the following brands in packaged drinking water?

ATNCC, Shimoga

Aware Frequency Percentage

Bisleri 55 55

Kinley 30 30

Aquafina 10 10

Other 5 5

Total 100 100

50

Analysis: The most of the retailers at the metro stations were aware of the

major brands which were like 90% knew about Bisleri, 70% for Kinley and

60% for Aquafina while 50% kept local brands.

ATNCC, Shimoga 51

3. Which brand of packaged drinking water does customer often ask?

Aware Frequency Percentage

Bisleri 60 60

Kinley 19 19

Aquafina 08 08

Other 13 13

Total 100 100

Analysis: According to the survey of retailers 60% said the most sold brand

was Bisleri followed by Kinley to which 19% agreed while 8% said that

Aquafina was sold most and 13% for others.

ATNCC, Shimoga 52

4. Please scale your satisfaction level for the brand you’re using on the

basis of the following:

Price:

Brand

Name

Very Satisfied Satisfied Dissatisfied Uncertain

Bisleri 18 52 10 20

Kinley 33 47 15 05

Aquafina 28 40 18 14

Others 10 30 30 30

Analysis: The 52% of the retailers were satisfied with the price of Bisleri

followed by Kinley, Aquafina and others.

ATNCC, Shimoga 53

5. Quality:

Brand Name Very

Satisfied

Satisfied Dissatisfied Uncertain

Bisleri 45 35 8 12

Kinley 38 32 8 22

Aquafina 35 32 15 18

Others 10 15 35 40

Analysis: The 44%the retailers at the metro stations were very satisfied with

the Bisleri and similarly followed with Kinley and Aquafina while 40% were

uncertain about the quality of the other local brands they keeping.

ATNCC, Shimoga 54

6. Service:

Brand

Name

Very Satisfied Satisfied Dissatisfied Uncertain

Bisleri 45 35 8 12

Kinley 38 32 8 22

Aquafina 35 32 15 18

Others 10 15 35 40

Analysis: The retailers were mostly satisfied more with the service of

Kinley and Aquafina other than Bisleri.

ATNCC, Shimoga 55

7. Packaging:

Brand Name Very Satisfied Satisfied Dissatisfied Uncertain

Bisleri 40 30 20 10

Kinley 30 30 20 20

Aquafina 35 40 15 5

Others 10 15 35 40

Analysis: The packaging of the Kinley was mostly liked by retailers and

similarly by the customers followed by Aquafina and Bisleri

ATNCC, Shimoga 56

8. What factors can change the brand preference of the customer?

Factors Frequency percentage

Quality & Price 38 38

Quality & Service 22 22

Price 10 10

Service 6 6

Packaging 24 24

Total 100 100

Analysis: The customer preferred Quality and Service then followed by

Packaging and then Quality and Service and etc.

ATNCC, Shimoga 57

9. What is the future prospect of this market?

Prospect Frequency Percentage

Excellent 60 60

Good 20 20

Average 15 15

Poor 05 05

Total 100 100

Analysis: The 60% of the retailers felt that there is excellent prospect of the

market in the future.

ATNCC, Shimoga 58

10.How do you rate Bisleri as compared to other brands?

Brand Frequency Percentage

Very good 25 25

Good 55 55

Standard 15 15

Bad 05 05

Total 100 100

Analysis: The major of the retailers at metro stations felt that Bisleri is a

good brand as compared to others and 30% considered it very good because

of minerals added in it.

ATNCC, Shimoga 59

11. Are you satisfied with Bisleri’s awareness programme, sales campaign, and

advertisements?

Awareness Frequency Percentage

Yes 30 30

No 50 50

Don’t know 20 20

Total 100 100

Analysis: The retailers at metro stations were not satisfied with the services

of the Bisleri that was approx 50%.

ATNCC, Shimoga 60

12.If you have any problem with the service then what would you do?

problem with the service Frequency Percentage

Resolve it 37 37

Change the brand 36 36

Give a chance 27 27

Total 100 100

Analysis: The major of the retailers try to change the brand and followed by

36% of which try to resolve the problem and then giving another chance.

ATNCC, Shimoga 61

13.How often Bisleri Distributer visits your shop?

HOW OFTEN HE VISITS? Frequency Percentage

Almost Every Day 26 25.64

Twice or Thrice a Week 23 23.08

Once a Week 24 23.93

Never 8 7.69

I Don't Buy Bisleri 20 19.67

Total 100 100

In this question difference between respondents to “Never” and “I don’t

buy Bisleri” is that Never respondents prefer to buy Bisleri but nobody

visits them and later don’t buy Bisler at all.

ATNCC, Shimoga 62

In Market A 25% shops are daily visited by dealer on the other hand just

2% in Market B.

There are just less then 8% shops in Market A which are not visited but

in Market B 31% shops are never visited by dealer and that is taken as a

complain against supplier.

Major portion of respondents in Market A have given positive response

as tilt of answers is towards first, second and third option, on the other

hand responses are more towards answer three, four and five.

In Market B there are more then 53% of shops not visited at all by the

distributer.

ATNCC, Shimoga 63

14.What is your monthly consumption of Bisleri?(no. of cartons)

YOUR MONTHLY

CONSUMPTION OF BISLERI?

Frequency Percentage

0-25 65 65.06

25-50 17 16.87

50-100 6 6.02

100-150 10 9.63

150 & above 2   2.41

Total 100 100

ATNCC, Shimoga 64

It can be clearly seen from both the markets that maximum shops selling

mineral water cannot sell more then 0- 25 cartons in month.

Biggest customers who fall in category of above 150 cartons have

capacity of selling 150 to 450 cartons, hence they themselves cover up

for companies other 60%-70% customers.

In Market B company doesn’t have any above 100 cartons customers.

ATNCC, Shimoga 65

Chapter 6

FINDINGS AND SUGGESTIONS AND

CONCLUSION

ATNCC, Shimoga 66

FINDINGS

All these findings are based on my continues interaction with retailers and

anlysis of data collected by me.

Restailers in Shimoga believe that water is just water and it does not

make difference fom whom they buy it from.

Retailers in Shimoga mostly believe in what are the margins provided to

them by the companies.

Most positive aspect of Bisleri in market is that people believe that

Bisleri is a best quality packaged water in market.

Apart from all the issues overall Bisleri stil holds it positin as a Market

leader.

Bisleri is a highest priced product in the market, and market customers

are daily walk inns ; hence they are not ready to always pay more then 12

rupees for a 1ltr bottle which sells most.

Companies like aquafina and kinley are providing free product to the

shopkeepers with purchase of there cola’s, which is bringing down the

sales in many areas.

Pepsi and Coke provide free refrigerators to retailers in which they are

not letting them keep any other companies product., this inturn is

breaking sales of Bisleri cause usually a customer asks for cold water.

Distributers in Shimoga are very reluctant to change.

ATNCC, Shimoga 67

Distributers just dont visit any other shops except those which regularly

buy from them in other words they just dont move away from there set

routes.

As Shimoga is very old city hence there are lots of shops in small streets

which are not covered by distributers, as they usually just move along

main roads.

There were lots of complains in Market B of suppliers, many of retailers

responded that Bisleri people doesnt visit at all.

Retailers in Shimoga are in habit of not asking for bills and suppliers too

dont provide bills on regular bases on there own.

Suggestions

Tries to give retailers good margin so they feel it more profitable to sell

our product more than the competitors.

Tries to provide small refrigerator to the big retailers as you competitors

done so that they can provide chilled water to the consumers because

your competitors do not allow the to keep you product in there

refrigerator and because of these reasons some time retailers hesitate to

keep your product.

The company should take care of the demands of distributor such as

providing extra cartons (as some cartons are destroyed during loading

and unloading activities), promotional materials etc.

The company should increase its tie-ups with major fast food retail

outlets and leading chain of restaurants and Hotel in order to boost sales

ATNCC, Shimoga 68

Advertisement to build the brand image that will provide the required

ground to establish the authenticity to the product.

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 not less and benefit more, because people using

purifier system cost too much.

First of all Shimoga is not a small city, company just have 3 sales man,

Bisleri needs to make atleast a team of 5 salesman to cover whole

Shimoga to keep a good check on secondary sales of company.

Bisleri needs to regularly come up with certain attractive schemes so that

it can compete with its giant competitors like Pepsi and Coke.

ATNCC, Shimoga 69

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 Tamil

Nadu. Similar brands with a regional presence are Siruvani, and Koday.

Thus, new players will be looking for a distinct positioning. One such brand

is Bisleri, the largest selling bottled water brand in the US. After its

successful test launch in Mumbai and Bangalore, Bisleri was released in

Chennai, Ahmedabad, Vadodara, and Pune. Parle Agro has invested over

Rs.5 crore in the new Bisleri water project in Maharashtra.

Moreover, Bisleri 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, Kingfisher,

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.

ATNCC, Shimoga 70

ANNEXURE

QUESTIONNAIRE

Dear Sir / Madam,

As a student of BBM, ATNCC, Shimoga, I am doing a project on

“MARKETING OF BISLERI WATER” a case study of Swastik Agency

Shimoga. I will be grateful for the valuable inputs you give to the following

questions. Your responses shall be kept completely confidential, will be

merged with other responses and used only for statistical purposes.

Yours

Aishwarya .C

NAME: __________________________________________Shop Name: ______________________________________PHONE NUMBER: ________________________________

1. Do you prefer packaged drinking water? YES [ ] NO [ ]

2. Are you aware of the following brands in packaged drinking water? BISLERI [ ] KINLEY [ ] AQUAFINA [ ] OTHERS [ ]

3. Which brand of packaged drinking water does customer often ask ? BISLERI [ ] KINLEY [ ]

ATNCC, Shimoga 71

AQUAFINA [ ] OTHERS or LOCAL [ ]

4. Do you think packaged drinking water has a seasonality effect? YES [ ] NO [ ]

5. Please scale your satisfaction level for the brand you’re using on the basis of the following:

Price:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers6. Quality:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers

7. Service:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers

8. Packaging:Brand Name Very Satisfied Satisfied Dissatisfied UncertainBisleriKinleyAquafinaOthers

ATNCC, Shimoga 72

9. What factors can change the brand preference of the customer?Q-QualityP-PriceS-ServicePK-Packaging

Q&P Q&S P S Packaging

10.As a retailer what matters you most?

Profit Margin [ ]

Quality of Water [ ]

Service of Company [ ]

Packaging [ ]

11.On which brand do you get more margins?

Bisleri [ ]

Aquafina [ ]

Kinley [ ]

Others [ ]

ATNCC, Shimoga 73

12. Do you feel there is growth in the mineral water market in the last 5

years?

Yes [ ]

No [ ]

13.If answer to above question is yes, then what do you think is the reason

for this growth?

Increase in Health consciousness of people

Increase in Advertisements

Scarcity of drinking water

Others

14. What is the future prospect of this market?

Excellent [ ]

Good [ ]

Average [ ]

Poor [ ]

15. How do you rate Bisleri as compared to other brands?

Very Good

Good

Standard

Bad

16.Are you satisfied with Bisleri’s awareness programme, sales campaign,

and advertisements?

YES

NO

DON’T KNOW

74

17.If you have any problem with the service then what would you do?

RESOLVE IT

CHANGE THE BRAND

GIVE A CHANCE

18.Any suggestion to improve the marketing of Bisleri product

___________________________________________

Date: Signature

75

BIBLIOGRAPHY

BOOKS & JOURNALS–

Kotler Philip, “Marketing Management” New Delhi, Prentice Hall of

India

Britannica Encyclopedia

Mr. Hari Sundar, “Indian Packaged drinking water industry”,

Advertising Express page no-55

Francis Buttle, “Customer Relationship Management”

OTHERS

Internet

Magazines

INTERNET

www.finewaters.com

www.indiaresource.org

www.fosters.com

www.bottledwaterindia.org

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