PRESENTED BY: ANKITA DESAI P911 NIRALI DESAI P912

ANEESH DESHPANDE P913PANKAJ DHINGRA P914

VARUN DOSHI P915CHERYL D’SOUZA P916

TEJAS EKBOTE P917PRATIK GADADE P918

RESHMA GAIKWAD P919SUMIT GUPTA P920

Case study:Bisleri

Background

• Parle Bisleri was synonymous with branded drinking water and held a market share of 70% in the early 1990s.

• Entrance of new competitors in the late 1990s.

• Difficulty in differentiating itself from competitors.

• “Pure and safe” campaign.• Aimed to have a turnover of Rs 10 billion by

2003.

Need Identification

Need in the Bulk pack segment –Large shops and Complexes. 40% of the branded water consumption was in eateries, homes and restaurants.

Need in the Smaller Segment-Introduction of 300 ml cups for marriages and conventions

Need of the 1.2 litre segment was identified which helped in achieving greater profit margin.

Segmentation And Targeting

Premium Segment: Dominated by Foreign Brands. Bisleri never tried to enter this brand.

Popular Segment: Came to known as Common mans Brand.

Bulk Segment: the bulk segment(5 and 20 litres) accounted for 20% of Bisleri’s revenues and by 2001

Positioning

Positioned itself as a bottled water company Offering pure and clean drinking water.

Pure and Safe ad campaign: Convinces the consumers that it was the only pure and safe branded water in the market.

Shift from Pure and Safe to Play SafePlay Safe ad campaign: Targeted young people.

The campaign focussed on the need to make sure that young people are safe even when they are having fun.

Introduced products like Bisleri Natural Mountain Water

Pricing

Launch of 1.2 litre pack priced at Rs 12.Total cost of a crate of 1.2 litre bottles to the

company – Rs 60.87.The retailer price for a crate of 1.2 litres bottles –

Rs 120.The company’s margin - Rs 59.13 per crate.

The comparable margin for a crate of 1 litre bottles –Rs 44.57.

Company had an extra Rs 14.56 per crate.Bisleri planned to spend this amount on

advertising and marketing.

Packaging

Started with glass bottles then moved to PVC bottles and finally PET bolltles

8 unique pack sizes available in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.

Blue color to Aqua green

Available in hexagonal (500ml and 5l) and circular shape(1l,2l)

Changed the circular tag to display the name to vertical tag on bottle.

Patent the hexagonal shape so that it cannot be adopted by others

Breakaway seal

Advertising

Bisleri’s ‘Pure And Safe’ campaign.Ad campaign to create a distinct brand

image ‘There is just one Bisleri’.Vertical labeling.Shift in positioning.‘Play Safe’ campaign. Targeting youth with a social message

Current Scenario

Bisleri has 60% market share in Packaged drinking water.

Its portfolio includes Bisleri with added minerals, Bisleri Mountain water, and Bisleri Fuzzy soda.

It changed the colour of its bottle cover from blue to green in 2006.

It currently has 52 bottling plants across India

Learning from the Case

Sense the need in the market and create a productOne has to do things differently if one wishes to

stay ahead of their competitorsStrong distribution network always helps in

reaching out to a large number of consumersRight packaging and advertising is extremely

important to clearly put forth your product to the consumers

Diversify your product so that it appeals to a broader consumer base

Modify the product according to the changing times

Thank You