Bisleri Spring Water Case Study.

8/9/2019 Bisleri Spring Water Case Study.www.Internsindia

1/15

Bisleri Spring Water-Case Study

By internsindia.com

Strategic unit of Sylloge Corporation

June 2007


2/15

Bisleri Problem

How to move Bisleri Spring Water in Hotels ?


3/15

Internsindia Objective

To find the key barriers for Bisleri in Hotels andways to remove them


4/15

Warm-up- Barrier DrillingBarriers

Internal-Key Person External-Key Person

Competency

Information

Attitude

Personal Value-Company Value-Consumer

Benefits

Perception

Attitude

As a Whole

Departmental

Combine

Independent

influencer Gate Keeper


5/15

Sample- Value CurveSample -Value Curve

0

10

20

30

40

50

60

Person

al-Offe

rs

Person

al-Relation

ship

Person

al-Com

missio

n

Value

Com

pany

-CreditS

ale

ValueCo

mpa

ny-Reg

ularSu

pply

ValueCo

mpa

ny-Disco

unts

ValueCu

stom

er-taste

ValueCu

stom

er-Freshn

ess

Unta

ppedV

alue

Unta

ppedV

alue

Unta

ppedV

alue

Values

Respon

dents

Brand XBrand Y

UNTAPPE

D

VALU

ES

To extract the value pattern of competition offering and how can Bisleri

Break the competition to move into the hotels.


6/15

Judgment Dependency-Sample

Judgement dependancy

10%

40%50%

Personal Value to Company Value to Consumer

It will give us the break-up of various factors with their correlation withJudgment.


7/15

External Barriers

Do we really know who is the key person ?

Is he really a purchase manager or some one else ?Who are influencer and gate keepers with him?How he makes buying decision ?What is his judgment criteria ?a) Personal

b) Value to company

c) Value to consumerWhat parameters he value and how he rates them ?What are his information sources ?

A key person is one who takes decision for maximum buying ?

Drilling his judgment criteria further.

KEY PERSONPSYCHOGRAPHIC

Is the deal a relational ,rational, perceptual or

Emotional driven ?


8/15

External criteria-Key person-personal

By personal criteria we mean decision made on individuals

knowledge, awareness, perception or benefit ?

a) What benefits is he getting from a deal?b) Is he enjoying any personal benefits from his current

suppliers for instance: offers, trips or commission?

a) What is his perception about different brands ?b) How much awareness he have about different brands

c) What kind of people can influence him?

a) Where he visits for entertainment ?b) What media vehicle he access ?c) Does he have rapport with suppliers ?

This will extract the personal goals he is currently getting and what elseCan drive him further.


9/15

External criteria-Key person-Value Company

Value as a whole to company

a) Brand Image

b) Cost Cuttingc) High Discountsd) Other Service parameterse) Credit Sales

f) Regular Supply

Value department wisea) Storage/ inventory Inventoryb) Bottles Handling -- Operationsc) Easy Usability -- Operationsd) Others

Information Map

UnknownKnown

Known

Unknown

Bisleri

Hotels

researchCompetition

Value Curve

Objective: to find new and competingparameters for creating a new value.

Rating andvalue

expectation


10/15

External criteria-Key person-Value consumer

Independent Value to consumer

a) Tasteb) Freshness

c) Healthd) Other Service parameters

e) PriceCombine Value to consumer

a) -- ?

Information Map

UnknownKnown

Known

Unknown

Bisleri

Hotels

research

CompetitionValue Curve

Objective: to find new and competingparameters for creating a new value.

Rate and testthem


11/15

Influencers, gate keepers Brand Image perception

Brand Awareness

Motivators / Obstacles

What they are( subordinates, peers or seniors) ?


12/15

Sum-up

This drilling was done to find barriers and to

discover motivators in judgment criteria ofkey person.

To sketch Competitive Brand value curve.

To find value innovation by deleting, adding,altering or creating new parameters to enter.

Role of influencers, gate keepers and theirdesignation in the hotel.


13/15

Internal BarriersIf we rephrase the problem toWhy/ how we are not able to sell Bisleri in hotels?

a) Is my sales person competent enough in case ofnegotiation, presentation, convincing ?

a) Does he have the right information ?

b) Does he use that information ?

a ) Is he handling clients in the right way?

b) Does he fit the parameter of client ?

If we will compare the external expectation with internal delivery, the GAP if any

Will be highly visible ?


14/15

Information Required

Hotel details

Key sales person involved

Brand Details (+ competitions)

Advertisement Details Detail of hotel currently as client


15/15

Thank you

Bisleri Spring Water Case Study.

Documents

Transcript of Bisleri Spring Water Case Study.