Brief Presentation on Bisleri

By Prince Surya

About Bisleri

Bisleri first originated in Italy by Signor Felice Bisleri was bought over by Parle in India In 1969

Bisleri, today, is a household name. Powered by 17 owned plants, 33 co-packers, 11 franchisees and a wide distribution and retail network pan India.

Company’s commitment to offer every Indian pure & clean drinking water from office desk to home kitchen.

The Bisleri product ranges includes:

i. Bisleri Mineral Water in 250ml,500ml,

1ltr, 2ltr, 5ltr and 20ltr bottles

ii. Bisleri Fizzy Soda in 600ml bottle

iii. Vedica Natural Spring Water

Product

Intensive Distribution.

Increasing bottling units.

A fleet of vehicles route properly on strictly logistics regulated base.

Maximum retail outlets , each & every regions. Every Railway stop have the outlet for bisleri.

Place

Particulars

250 ml 500 ml 1lt 5 lt 20 lt

Bisleri

Bailey

Kinley

Aquafina

Kingfisher

Himalaya

Price

Promotion of Bisleri

Advertising Campaign First Ad Campaign PLAY SAFE

Second Ad Campaign The Sweet taste of Purity

Third Ad Campaign Bisleri The Mountain Water

Fourth Ad Campaign Bisleri bottle falling from mountain

◦ Parle's Bisleri

◦ Coca Cola Kinley

◦ PepsiCo Aqua Fina

◦ Manikchand Oxyrich

◦ Parle Agro Bailley

Rivals Arrival

Rivals Arrival In 2000-01 MNC’s like Coke, Pepsi, Nestle

Came into the picture. And Spreaded into Premium & Popular Segment. Premium- Least Crowded. Popular- Most Crowded. Bulk- Bisleri Clean sweep.

Pepsi & Coke had a leverage of there pre-established distribution network in the color water network segment.

Category competition was getting intense where the product differentiation on the basis of quality was becoming increasing difficult.

Contd.

Because every body was claiming that its water was safe and pure.

Bisleri noticed it and introduced temper proof seal bottles.

But soon it realized that only a sealed water bottle is not the guaranty of mass approval.

So the strong distribution channel can be the strongest link even in a week chain, which provide the strength to the whole weak chain

Contd.

Bisleri knowing the increasing competition, realized that it had to reposition itself to arrest it decline market share.

Earlier image was PURE AND SAFE.

Now, they launched PLAY SAFE ad campaign

Company try to add a fun element for the rejuvenation for its Bada Bisleri Brand

They change there color from blue to green

Reposition

Strengths• Bisleri is the synonymous with branded water• Bisleri is the pioneer in the market• Major market share• Generic name for packaged drinking water• 40 years old brand so name itself is TRUST• Focus on safety n PURITY

Weakness• No continuous innovation in the product• Not able to penetrate on premium segment• Not more focus on advertisement

Opportunities• Can enter in the market of juices & beverages• Can enter in the market of water purifier• Can tab the maximum rural market of the country• Tie-up with railway canteen,resorts & stalls

Threats• From the players like Kinley, Aqua fina, Himalaya Bailley, & Other local & rural products

• New enters in the market like Amul

• If government ban on plastic use, then company will be in trouble

Thank You