Vineet Nair – PG 06 37

Romi Patel – PG 06 44

Neel Pandya – PG 06 42

• India is the tenth largest bottled water consumer in the world

• The industry’s estimated turnover is more than Rs.18 billion (Rs.1,800 crores).

• The Indian bottled water market has grown at a compound annual growth rate (CAGR) of 25 per cent in the last 4 years - the highest in the world.

• Indian Bottled water industry a PARADISE: The per capita bottled water consumption in India is still quite low - less than five litres a year as compared to the global average of 24 litres

Indian Bottled Water Industry

Market Share

35%

38%

15%

12%

Bisleri Kinley Aquafina Others

Introduction to Bisleri• Parle acquired Bisleri from an Italian company Felice-Bisleri

in 1969.

• The brand portfolio of Parle was bejeweled by Thums-Up, Gold Spot and Limca.

• To start with the market was a hard nut to crack as it was marketing something which is colorless, tasteless and odourless.

• The earlier brand building efforts focused on Bisleri being healthy with adequate minerals.

1st Campaign of Bisleri

“Bisleri is veri veri

“ extraordinari”

Bisleri Brand Portfolio

Bisleri Brand Portfolio

Bisleri with addedMinerals

Bisleri MountainWater

Different target segments

Bisleri

Retail

Bulk

Market SegmentsSEGMENT  COMPANY  BRAND  PACKS  PRICE (Rs)

Popular        

 Parle Bisleri

 

 Bisleri   

 250 ml  3

 500 ml  5

 1 litre  10

 Parle Agro  

 Bailley  

 330 ml  3.5

 500 ml  5

 Pepsi  

 Aquafina  

 750 ml  10

 1 litre  11

 Coca Cola  Kinley  1 litre  10

Bulk  

 Parle Bisleri  Bisleri  5 litres  25

 Parle Bisleri  Bisleri  20 litres  60

Premium   

 Nestle  

 Perrier  

 330 ml  55

 750 ml  90

 Danone  Evian  1 litre  85

 Monitoring

Support

Brand Management

Integrated marketing activities

Portfolio

Brand consistent

Positioning

Value

Relevance

Delivering customer's desires

Attribute Rating

10

9

8

6

5

7

1

3

2

4

Performance

3

3

4

3

2

4

5

3

2

41

2

3

4

Improvements Based on BRC

Relevance

• Implementation of product improvements which come out of consumer research.

• Try and focus on the new trends in the industry eg: Flavored water.

Portfolio

• Bring out different products and extend its product line

• Story would be different if after launch of Kinley and Aquafina in mineral water segment Bisleri would have challenged them on soft drink with thums-up which was the biggest trump card of its time

Improvements Based on BRC

Value:• Consumers looking

for “value for money”

• Reduction in prices in the retail market.

Integrated Marketing communication:

• Creating awareness for Bisleri Mountain.

THANK YOU…