Case Study Bisleri

19
Case Study

Transcript of Case Study Bisleri

Page 1: Case Study Bisleri

Case Study

Page 2: Case Study Bisleri

Objective- Bisleri International was looking for expansion and that the

Company wanted to make a strong foothold in North India, especially in the

regions of Gorakhpur, Varanasi, Allahabad and other parts of Northern India.

The Company was planning to set up new plants and that wanted to add more

franchisees in their list.

Strategy - The Strategy was to make probable associates aware about the

plans of Bisleri International expansion in Northern India through focused

communication strategies and enhance the level of Market Penetration in mentioned

locations.

Communication – Expansion plans were highlighted in all the

communications wherein locations as well as future plans were highlighted

which could further attract probable associates.

Key Messages – Product Specific

New Products (Face spray, Flavored

water etc.) in the Portfolio

Make bottled water available in every

corner of Northern India

To invite more associates for Product

distribution

Strengthen its product reach in

Northern India

Industry Specific

Increasing demand of bottled water has

led to rising demand of Bisleri Products

To Compete in the market Bisleri now

need more Market Penetration

Brand Recall in terms of Corporate tie-

ups

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Target Audience – Investors, Corporate, Associates, Franchisee Owners

Proposed PR Plan to Bisleri International

PR Tools

One-on-one interviews

Press Releases

Stories

Online Media

Media Mix

Business dailies

Vernacular media

Wire agencies

Target Activities for initial 60 Days (From 20th July 2010- 20th September 2010)

Soft Profiling: 1

One-on-one interactions: 3 (Business line/Online Media) Press Release/Stories: 8-10 (Business line/Vernacular Media)

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Index Date Headline Publication

25th July 2010 Bisleri to expand business The Statesman

26th July 2010 Bisleri to have new plants franchises in India The Tribune

27th July 2010 Bisleri expands its business through new plants in North India

www.mynews.com

27th July 2010 Bisleri expands its business through new plants in North India

www.merikhabar.com

31st July 2010 Bisleri to set up 8 new plants in North India Vir-Arjun

31st July 2010 Bisleri to have new plants franchisees The Asian Age

3rd August 2010 Bisleri to step forward in North India Deshbandhu

5th August 2010 Bisleri to expand in North India Aaj

7th August 2010 Bisleri will set up new plants Dainik Jagran

27th August 2010 Bisleri plans to set up 8 plants in North India The Economic Times

30th August 2010 Bisleri to launch face spray The Hindu Business Line

2nd September 2010 Bisleri on expansion spree Business Standard

3rd September 2010 Bisleri on expansion spree Business Standard

12th September Bisleri to Invest Business Bhaskar

16th September 2010

Chauhan’s Next Gamble Business Standard

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Publication Name The Statesman

Date 25th July 2010

Circulation PAN INDIA

Headline Bisleri to Expand Business

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Publication The Tribune

Date 26th July 2010

Circulation PAN INDIA

Headline Bisleri to have new plants, franchisees

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Publication MYNEWS

Date 27nd July 2010

Circulation PAN INDIA

Headline Bisleri expands its business through new plants in North India

Link http://www.mynews.in/News/Bisleri_expands_its_business_through_new_plants_in_North_India__N75052.html

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Publication Vir Arjun

Date 31st July 2010

Circulation PAN INDIA

Headline Bisleri will put up 8 new plants in northern India

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Publication The Asian Age

Date 31st July 2010

Circulation Delhi/NCR

Headline Bisleri to have new plants, franchiees in India

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Publication Deshbandhu

Date 3rd August 2010

Circulation PAN INDIA

Headline Bisleri expanding in Northern India

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Publication AAJ

Date 5th August 2010

Circulation Lucknow

Headline Bisleri to expand its Business

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Publication Dainik Jagran

Date 7th August 2010

Circulation PAN INDIA

Headline Bisleri to set up new plants

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Publication The Economic Times

Date 27th August 2010

Circulation PAN INDIA

Headline Bisleri to bring up new plants

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Publication The Hindu Business Line

Date 30th August 2010

Circulation PAN INDIA

Headline Bisleri to launch face spray

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Publication Business Standard

Date 2 September 2010

Circulation Mumbai

Headline Bisleri on expansion spree

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Publication Business Standard

Date 3rd September 2010

Circulation PAN INDIA

Headline Bisleri on expansion spree

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Publication Business Bhaskar

Date 12th September 2010

Circulation PAN INDIA

Headline Bisleri to Invest

Front

Page

Business

Page

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Publication Business Standard

Date 16th September 2010

Circulation PAN INDIA

Headline Chauhan’s Next Gamble