Introduction

Founder Felice BisleriAn Italian entrepreneurIn 1967 Bisleri set up a plant in Mumbai1969 Bisleri Bisleri LtdBisleri was synonymous with branded water

market in early 1990s. later 1990s many international barnds were

planning to enter in mineral water market.

Founder Felice BisleriAn Italian entrepreneurIn 1967 Bisleri set up a plant in Mumbai1969 Bisleri Bisleri LtdBisleri was synonymous with branded water

market in early 1990s. later 1990s many international barnds were

planning to enter in mineral water market.

Market segmentation

Geographic • City - Metro cities , Cities with population

over 1 million.• Semi-urban areas - TownsDemographic• Income - Middle , Upper middle and high

income group.• Education - Literate.

Geographic • City - Metro cities , Cities with population

over 1 million.• Semi-urban areas - TownsDemographic• Income - Middle , Upper middle and high

income group.• Education - Literate.

Cont…

Psychographic• Social class - middle ,upper class , upper

upper class• Life style - outdoor & sports oriented.Behavioral• Occasions - Parties , meetings and travelling• Benefits - safe & scure.• User status - Regular user & potential user

Psychographic• Social class - middle ,upper class , upper

upper class• Life style - outdoor & sports oriented.Behavioral• Occasions - Parties , meetings and travelling• Benefits - safe & scure.• User status - Regular user & potential user

4 P’s of BisleriProduct & priceSegment PricePopular• Bisleri 250ml 3.00• Bisleri 500ml 5.00• Bisleri 1.2 liters 12.00Bulk• Bisleri 5 liters 25.00• Bisleri 20 liters 60.00

Product & priceSegment PricePopular• Bisleri 250ml 3.00• Bisleri 500ml 5.00• Bisleri 1.2 liters 12.00Bulk• Bisleri 5 liters 25.00• Bisleri 20 liters 60.00

Cont…

Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”

Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”

Market share

In 1971 market share was 70%.In 2000 market share came down to 53% due

to entry of kinley and Aquafina.In june 2001 the market share again reduce to

47%.In june 2001 Bailley , kinley & Aquafina market

share was 10% , 19% ,15%.Total market of mineral was Rs 10 billion in

2001.

In 1971 market share was 70%.In 2000 market share came down to 53% due

to entry of kinley and Aquafina.In june 2001 the market share again reduce to

47%.In june 2001 Bailley , kinley & Aquafina market

share was 10% , 19% ,15%.Total market of mineral was Rs 10 billion in

2001.

Marketing strategy

Decided to penetrate every possible market by introducing more pack sizes with trendy packaging.

Launched 1.2 litre pack in 2000 at Rs12 with view of replacing it’s 1 liter bottel.

Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.

Decided to penetrate every possible market by introducing more pack sizes with trendy packaging.

Launched 1.2 litre pack in 2000 at Rs12 with view of replacing it’s 1 liter bottel.

Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.

Cont…

Launched 300ml cup targeted at marriages and convention

Introduced hexagonal flat-sleeved bottle.

Launched 300ml cup targeted at marriages and convention

Introduced hexagonal flat-sleeved bottle.

4 Pillars

Target market-• Restaurants & hotels• Large shops & commercial complexes• HomesCustomer need-• Pure & safe water• Easy to carry

Target market-• Restaurants & hotels• Large shops & commercial complexes• HomesCustomer need-• Pure & safe water• Easy to carry

Cont…

Integrated market-• Trendy packaging• ad campaignProfitability• Launched 1.2 litre pack• Making bisleri 10 billion brand

Integrated market-• Trendy packaging• ad campaignProfitability• Launched 1.2 litre pack• Making bisleri 10 billion brand

Consumer buying behavior

Culture• Broadness and openness• Social class

Social• Status• Reference group

Culture• Broadness and openness• Social class

Social• Status• Reference group

Cont…

Person• Life style• Economic circumstances• Occupation

Psychological• Perception• Belief

Person• Life style• Economic circumstances• Occupation

Psychological• Perception• Belief

Positioning

Bislere position their product on the purity platform

Launch an ad campaign “Pure And Safe”Sept 2000 shift in positioning from “Pure and

safe to “Play safe”People consume mineral water not for

mineral but for safety said by chauhan.

Bislere position their product on the purity platform

Launch an ad campaign “Pure And Safe”Sept 2000 shift in positioning from “Pure and

safe to “Play safe”People consume mineral water not for

mineral but for safety said by chauhan.

Perceptual Map

0

bisleri 15IrregularIrregular

regularregular

economiceconomic expensiveexpensive

Bisleri- 250ml, 500ml, 1.2lt

Bisleri- 5lt & 20lt

SWOT analysis

STRENGTHS• Market leader.• Bulk market.

WEAKNESSES• Distribution channels.• Decrease in market share.

STRENGTHS• Market leader.• Bulk market.

WEAKNESSES• Distribution channels.• Decrease in market share.

Cont…

OPPURTUNITIES• By 2003 water market would grow at the cost

of soft drink market.

THREATS• Increasing market share of Kinley and

Aquafina.

OPPURTUNITIES• By 2003 water market would grow at the cost

of soft drink market.

THREATS• Increasing market share of Kinley and

Aquafina.