mangement Student

8/13/2019 mangement Student

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Marketing of maineral water-Bisleri

Executive Summary

Package drinking water:

The fountain of all life. Even a toddler will tell you it is a prime need of thebody. i!ty per cent of our body weight is made up of it. "ater can also be the

cause of much misery. Especially in #ndia$ where contaminated water continues

to bring down millions with diseases such as diarrhea$ dysentery$ typhoid$

%aundice and gastro-enteritis.

&etting pure drinking water from municipal taps in cities and towns is now alu!ury. 't home most people are forced to either boil water or install purifiers.

"hile traveling or eating out in restaurants$ buying bottled water has become a

necessity. This need has seen an e!plosion of companies marketing (safe

drinking water) in bottles across the country.

*ow around +,, companies sell an estimated million liters of bottled water

valued at around /s. ,, crore in the country annually.

The tradition of bottled water and mineral water is not very old. Even in western

countries the practice of bottled drinking water started in +01,s. The trend of

having mineral water gained grounds in the market.

ince ancient time people have used water from mineral springs$ especially hot

springs$ for bathing due to its supposed therapeutic value for rheumatism$

arthritis$ skin diseases$ and various other ailments. 2epending on the

temperature of the water$ the location$ the altitude$ and the climate at the spring$

it can be used to cure different ailments. This started the trend of using mineral

water for drinking purpose to e!ploit the therapeutic value of the water. This

trend started gaining momentum in mid +03,s and since then large 4uantities of

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bottled water from mineral springs in 5rance and other European The concept of

bottled has been 4uite prevalent in western countries due to greater health

consciousness and higher awareness about health and hygiene countries are

e!ported every year.

#n #*2#' with e!posure of media and e!posure to international life styles$

deteriorating levels of potable water$ increase in a number of water borne cases$

increase in awareness about health and hygiene and other related factors led to

acceptability of concept of mineral water. The market has not looked back ever

since then and has grown leaps and bounds to such an e!tent that a number of

genuine as well as fly-by -night operators have entered it to milk it.

Table of Content

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Chapt

er

PARTICULARS Pg. o.

! "EERAL ITR#$UCTI#

!.! #b%ective

!.& Re'earch (etho)ology

!.* Scope #f Stu)y

!.+ Limitation'

!., Sample

! - *

& PACA"E $RII" /ATER

&.! 0o1 i' 2ottle 1ater )ifferent from Tap

1ater

&.& Competition

&.* Type' #f 2ottle /ater

&.+ "ro1th In 2ottle 1ater In)u'try

+ - 3

* 2ISLERI

*.! Intro)uction

*.& Expan'ion

*.* 2i'leri To)ay

!4 - !&

+ (AU5ACTURI" PR#CESS

+.! Storing #f /ater

+.& 6 Stage' #f /ater Treatment Plant

!& -!7

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+.* 2lo1ing Proce''

+.+ 2lo1ing Plant

+., 5illing Part

, (ARETI" (I8

,.! Pro)uct

,.& Price

,.* Place

,.+ Promotion

,., Segmentation

,.6 (ar9eting Practice'

,.: Tra)e Promotion Tool'

!3 - *6

6 CASE

6.! 0o1 2i'leri Reinvente) It'elf ; Staye) at

the Top even 1hen e1 companie' came

into the mar9et

6.& Colour #f (oney

6.* (ar9et 2u


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The reasons for a stunted growth in the package drinking water

brand

To know how the brand B#6E/# still rules the bottle watermarket

To know the marketing strategies applied by B#6E/#$ its

manufacturing process its Ps etc and what is its impact on the

consumers

To understand and reali7e the needs and wants of consumers and

how to fulfill them

5inally # carried out a survey to find out which is the most

preferred brand by the people 8 the survey was carried on in south

Mumbai specially in areas like church gate and colaba.

0o1 i' bottle 1ater )ifferent from tap 1ater@

Con'i'tent uality and ta'te are two of the principal differences between

bottled water and tap water. "hile bottled water originates from protected

sources - largely from underground a4uifers and springs - tap water comes

mostly from rivers and lakes.

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'nother factor to consider is the )i'tancetap water must travel and what it goes

through before it reaches the tap. #n compliance with international regulations$

bottled water is 'eale) an)pac9age)in sanitary containers. #f a bottled water

product is found to be substandard$ it can be recalled. This can9t happen in case

of tap water.

'ccording to regulations in the $ when bottled water is sourced from a

community water system the product label must state so clearly. ;owever$ if the

water is sub%ect to distillation$ de ioni7ation or reverse osmosis$ it can be

categori7ed that way$ and does not have to state on its label that it is from a

community water system or from a municipal source.

Processing methods such as reverse osmosis remove most chemical and

microbiological contaminants

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Competition

The bottled water industry has two other industries as its biggest competitors in

from of "ater purifiers industry and the soft drinks industry. Though the water

purifier industry should be credited to have done the spadework$ for setting up

the foundation of bottled water industry but still it acts as competitors especially

in the household and institutional consumption market. o the water purifier is a

strong competitor in household and institutional market the soft drinks market is

a strong rather very strong competitor in the retail consumption market.

Bottled water became a product in the "est during the +0,9s and developed

rapidly. ;uge market si7e$ numerous local brands and controlled price

mechanism are some of the features of the market there.


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Type' of 2ottle) /ater

There are several different varieties of bottled water. The product may belabeled as bottled water$ drinking water or any of the following terms.

Arte'ian /ell /aterB Bottled water from a well that taps a confined a4uifer >a

water bearing underground layer of rock or sand? in which the water level

stands at some height above the top of the a4uifer.

$rin9ing /aterB 2rinking water is another name for bottled water.

'ccordingly drinking water is water that is sold for human consumption in

sanitary containers and contains no added sweeteners or chemical additives

>other than flavors$ e!tracts or essences?. #t must be calorie-free and sugar- free$

5lavors$ e!tracts or essences may be added to drinking water$ but they must

comprise less than one-percent- by @weight of the final product or the product

will be considered a soft drink.

(ineral /aterB Bottled water containing not less than 1, parts per million

total dissolved solids may be labeled as mineral water. Mineral water is

distinguished from other types of bottled water by its constant level and relative

proportions of mineral and trace elements at the point of emergence from the

source. *o mineral can be added to this product.

Purifie) /aterB "ater that has been produced by distillation$ deioni7ation$

reverse osmosis or other suitable process can be labeled as purified bottled

water. Ather suitable product names for bottled water treated by one of the

above processes may include (distilled water) if it is produced by distillation$

(de-ioni7ed water) if the water is produced by deioni7ation$ or (reverse osmosis

water) if the process used is reverse osmosis.

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Spar9ling /aterB "ater that after treatment and possible replacement with

carbon dio!ide contains the same amount of carbon dio!ide that it had at

emergence from the source.

Spring /aterB Bottled water derived from an underground formation from

which water flows naturally to the surface of the earth. pring water must be

collected only at the spring or through a borehole tapping the underground

formation finding the spring.

/ell /aterB Bottled water from a hole bored drilled or otherwise constructed

in the ground$ which taps the water of an a4uifer.

"ro1th in 2ottle /ater In)u'trie'B

#t was in +03 that B#6E/# set up a bottling plant for manufacturing and

marketing its mineral water$ which failed badly.

#n +0C-0 the brand ( B#6E/#) was sold to the (Parle group) by the

#talian company$ Parle group launched B#6E/# soda and mineral water$

but again the concept failed as the #ndian customer was not ready to buy water

in bottled form.

The market remained dormant for the ne!t two decades >i.e. from +03,

to +00,? the market throughout this period was formed mainly by the

premium segment like five- star hotels.

#n the early +00,9s was the onset of liberali7ation policy$ and sell-off of

ma%or soft drinks brands$ B#6E/# was compelled to test the waters

again.

Today the demand of bottled water is increasing at a much higher rate

that of carbonated soft drinks. The market si7e of bottled water too is

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e!pected to surpass the si7e of soft drinks market in near future. ;66$

which too has identified the bottled water as a growth area of future$ is

presently looking or some suitable brand for ac4uisition. Britannia too

evinced some initial interest in the market but now seems to have

postponed its plans. The e!isting players too are set to e!pand their

distribution network to have their presence across the country.

The market is also e!pected to undergo a ma%or consolidation phase. 's

one of the ma%or factors that are important for success in the market is

the distribution network$ the players with deep pockets are e!pected to

go for ac4uisition of e!isting small regional players to spread their

network across the country. 'lready


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The following table shows the growth in the package drinking

water industry

ear "ro1th rate

+00-03 - F

+003-,, +, F

,,,-, 1, F

,,-, 3, F

,,-,0 0,F

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Intro)uction of 2i'leri

#n +03$ Bisleri an #talian company$ started by ignor 5elice Bisleri$ first

brought the idea of selling bottled water in #ndia. #t started a company called

Bisleri #ndia. #n +00$ /amesh


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#n case of food and water$ whenever people are suspicious of the 4uality of

product they don9t eat unhygienic food and instead of having non purified water

they prefer to stay thirsty. Bisleri itself seems to play on this need for safety$

coining the popular tag-line IPlay it safe9. The advertising helped differentiate

the product from its competitors who$ more or less$ communicated nothing.

Bisleri9s seal was also breakaway >hence irreplaceable?$ even though this

manufacturing process of sealing seems to be slow and could clog up the

assembly line.

omewhere along the now that space was occupied by '4uafina and Hinley.

The (safe) breakaway seal was replaced by a regular seal$ but the change wasn9t

communicated and more variants >packaging? emerged. ome of these variants

were sold simultaneously. They were manufactured in different parts of 2elhi$and one had the website www.bisleri.com printed on it$ while the other had

www.bisleri.co.in printed.

o$ the mistake was a complete lack of communication on Bisleri9s part. *ow

they have a new product out - a mineral water brand >as opposed to a packaged

drinking water brand?$ and they are advertising it. till$ there are three types of

Bisleri bottles in the market in 2elhi right now.

*ow again Bisleri changed its packaging and came up with a new bottle. #t hasbeen general feeling that Hinley9s new packaging is more acceptable by the

people as it is easy to grip it. #n a packaged water market$ where the product is

not so differentiated$ the company has to constantly innovate new branding

techni4ues$ distribution channels$ advertising and in fact new packaging

techni4ues.

'ccording to the Bureau of #ndia J #mages Kn tandards there are +$,, bottled

water factories all over #ndia >of which ,, are in one state -- Tamil *adu?.

Aver +,, brands are vying for the /s +$,,,-crore >/s +, billion? bottled water

market and are hard selling their products in every way possible -- better

margins to dealers$ aggressive advertising$ catchy taglines.... #n such a scenario$

The trategist takes a look at how it all started -- with Bisleri -- and how

/amesh


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Lohn 'braham in the Bollywood flick 2hoom= and the other is the crafty

/amesh


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The %ourney till no1

+00: Buys Bisleri bottled water from an #talian company$ 5elice Bisleri. #t was

bottled in glass bottles then.

Early-+0C,s: hifts to PG< bottles. ales surge

Mid-+0C,s: witches to PET bottles$ which meant more transparency and life

for water.

+00: ells carbonated drink brands like Thums p$ &old pot and 6imca to


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E8PASI#


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nder the leadership and vision of Mr. /amesh L.


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2ISLERI T#$A

B#6E/# values its customers 8 therefore has developed C uni4ue pack si7es to

suit the need of every individual. "e are present in 1,ml cups$ 1,ml bottles$1,,ml$ +6$ +.16$ 6 which are the non-returnable packs 8 16$ ,6 which are

the returnable packs. Till date the #ndian consumer has been offered B#6E/#

water$ however in our effort to bring to you something refreshingly new$ we

have introduced B#6E/# *atural Mountain "ater - water brought to you from

the foothills of the mountains situated in ;imachal Pradesh. ;ence our product

range now comprises of two variants: B#6E/# with added minerals 8B#6E/# Mountain water

#t is capturing its market in #ndia as well as other continents. B#6E/# has been

no + and is capturing #ndian market by providing best 4uality over a period of

long time. *one of the water products in line are able to compete with B#6E/#

and thus B#6E/# stand uni4ue in the market.

Bisleri9s commitment is to offer every #ndian pure 8 clean drinking water.

B#6E/ water is put through multiple stages of purification$ o7onised 8 finally

packed for consumption. . /igorous /82 8 stringent 4uality controls has made

B#6E/# a market leader in the bottled water segment.

B#6E/#9 endeavor to maintain strict 4uality controls each unit purchases

performs 8 caps only from approved vendors. B#6E/# produces their own

bottles in-house= 8 have recently procured the latest world class state of the art

machineries that puts them at par with #nternational standards. This has not only

helped them improve packaging 4uality but has also reduced raw material

wastage 8 doubled production capacity. Dou can be rest assured that you are

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drinking safe 8 pure water when you consume B#6E/#. B#6E/# is free of

impurities 8 +,,F safe. En%oy the weet taste of Purity O

(anufacturing Proce''

B#6E/# manufacturers its own products and has its own manufacturing unit

which includes various machines$ the whole manufacturing process is carried on

by B#6E/# at its plant. The whole manufacturing process is divided into

different parts and it consists of different activities like water purification

treatment$ blowing of the bottles$ filling of the bottles$ packing of the bottles

etc.

The manufacturing process of B#6E/# is carried on in different parts:

Storing #f /ater

The water is taken from the boring well and then is stored in huge tanks$

B#6E/# has tanks of 1,$,,, litres each$ and water is first taken from the

boring well and stored in these tanks.

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Tanks in which water is tored

6 STA"ES #5 /ATER TREAT(ET PLATB

+. AA*'T#A*

. 5#6TE/'T#A*

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. AA*E T/E'TME*T

1) #D#ATI#B

The process of o7onation ensures that the water remains free from

bacteria$ so that the water can have a longer life and the machine used for

this process of o7onation is called o7onator.

2) 5ILTERATI#B

The process of filteration removes suspended particles from the water bysand filteration.

* CAR2# 5ILTERATI#B

The stage of carbon filteration removes bad odour and colour from water

and purifies it.

+ RE?ERSE #S(#SIS SSTE(B

This stage of reserve osmosis system controls all the dissolves solid

particles and it converts hard water into soft water.

, (ICR# 5ILTERATI#B

nder this stage of micro filteration additional safety measures are taked

to guarantee purity of water. #n this stage addition of mineral magnesium

sulphate and potassium bicarbonate is processed.

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6 #D#E TREAT(ETB

The o7one treatment increases the shelf life of water. To ensure mineral water is

held safe free from contamination$ ultraviolet treatment and o7onisation process

is carried out. A7one is unstable trivalent o!ygen$ a very powerful bactericide

with no side effect$ as it disintegrates into o!ygen within couple of hours.

terili7ation effect of o7onised water continues even after water is packaged$

thereby ensuring safety of Mineral "ater up to its final packing. To ensure high

4uality of packing materials$ components like caps and bottles are manufacturedin-house from resins of 4uality suppliers.

&ood Manufacturing Practices are stringently followed at all times. Processing

is religiously monitored at every stage. Testing source water$ processing

parameters$ microbial 4uality$ packaging material integrity and finally$ shelf life

studies$ forms an integral part of 4uality and safety assurance plan.

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2i'leri to have o1n )i'tribution net1or9

udha Menon

P*E$ 'pril

P'/6E 2rinks plans to put up its own distribution network across the country

for the Bisleri mineral water brand.

The company will invest appro!imately /s. ,, crores to procure $,,, trucks

and hire the same number of sales people by end-,,, to e!tend the penetration

of the brand.

Mr. /amesh


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This bottle$ priced at /s. 1$ essentially makes mineral water available to the

consumer at /s. 1 a litre. The one-litre bottle is available at /s. +$ while the

half-litre one is priced at /s. 1. Mr.


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"ith business growing e!ponentially$ Mr.


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2L#/I" PR#CESSB

' small tube like plastic which is known as IP/E-5A/M9 is blown with the

help of a machine called #2E6 which has a temperature of about C, to 0,

degree


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2L#/I" PART

The small tube made from plastic known as P/E-5A/M= initially was

manufactured but due to hygienic reasons it was stopped and now it is got fromoutside and is out sourced. The #2E6 machine is only used for blowing the

empty bottles. Even the caps of the bottles are outsourced as the manufacturing

of the caps would involve a lot of time. o the #2E6 machine only helps in the

blowing of the bottle according to mould plates available in it which give it a

perfect shape and the P/E-5A/M and the bottle caps are outsourced.

SI$EL

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5ILLI" PART

Ance the empty bottles are made and blown up the water is filled into it. The

machine used for filling the water in the blown bottle is called 2ynathronic.

The speed of this 2ynathronic machine is that in one minute ++, bottles can be

filled.

There are 3 stages to the filling process= they are:

+? The bottle is sterili7ed with air pressure

? Then the bottle is filled with water? The bottle is sealed with a cap

? 6abeling of the bottle takes place

1? 'll mandatory information such as marking the batch number$

manufacturing date$ e!piry date and M/P.

? #nspection of the bottle such as checking$ sealing$ printing and filling.

3? 6astly the bottle is packed.

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(ar9eting (ix

Accor)ing to Philip 9otler Fmar9eting mix i' the mixture of controllable

marketing variables that the firm uses to pursue the sought level of sales in the

targeted market)

#n simple words marketing mi! is the combination of four basic elements S

ingredients under one head. The Ps ie Product$ Place$ Price$ and Promotion.

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PR#$UCT

Types of products

B#6E/# values their customers 8 therefore have developed C uni4ue pack

si7es to suit the need of every individual. They presently have 1,ml cups$

1,ml bottles$ 1,,ml$ +6$ +.16 and 6 which are the non-returnable packs 8

16$ ,6 which are the returnable packs.

Products Produced by B#6E/#

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B#6E/# with added Minerals B#6E/# Mineral "ater contains minerals such

as magnesium sulphate and potassium bicarbonate which are essential minerals

for healthy living. They not only maintain the p; balance of the body but also

help in keeping you fit and energetic at all times.

2i'leri (ountain /aterB#6E/# *atural Mountain emanates from a natural spring$ located in

ttaranchal and ;imachal nestled in the vast hivalik Mountain ranges. 6auded

as todays fountain of youth$ B#6E/# *atural Mountain "ater resonates with

the energy and vibrancy capable of taking you back to nature. B#6E/# *atural

"ater is bottled in its two plants in ttaranchal and ;imachal Pradesh and is

available in si! different pack si7es of 1,ml$ 1,,ml$ + litre$ +.1 litre$ litre and

1 litres.

;imalayan "ater The water that almost descends from the &ods:

The ;imalayas$ the abode of the &ods$ where the earth meets the heavens and

where in lies natures untouched bounty. "hite glaciers$ snow-capped

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mountains and a plethora of e!otic herbs and other flora that have therapeutic

properties. This is where youll find a treasure trove of hidden natural spring

water that flows through natural purifying filters$ mineral rich rocks and herbs

from which it absorbs many healing properties. "e bottle this pristine spring

water directly at source$ at the foothills of the ;imalayas.

'nd now the customers$ will get every drop of purity$ right here$ in this bottle.

B#6E/# Mountain "ater is available in 1,,ml. bottles 8 + litre bottles.

Guality

#n endeavor to maintain strict 4uality controls each unit purchases pre-forms 8

caps only from approved vendors. B#6E/# produces its own bottles in-house=

they have recently procured the latest world class state of the art machineries

that put them at par with #nternational standards. This has not only helpedB#6E/# improve its packaging 4uality but has also reduced raw material

wastage 8 doubled production capacity. Dou can be rest assured that you are

drinking safe 8 pure water when you consume B#6E/#. B#6E/# is free of

impurities 8 +,,F safe. En%oy the weet taste of PurityO

/igorous /esearch and 2evelopment and stringent 4uality controls have made

B#6E/# market leaders in the bottled water segment. B#6E/# has always

been committed to offering every #ndian pure and clean drinking water. ;ence

B#6E/# water is put through multiple stages of purification$ A7onisation and

is hygienically packed for final consumption.

The machines which are used for the blowing and filling of the bottles are also

cleaned twice a month. 'll the tanks are also cleaned by the use of chemicals.

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There is an online monitoring system where the batches of bottles are shown

and once the batch crosses a certain limit$ an alarm is heard. Everyday almost

one lakh bottles are passed through the monitoring system. Moreover$ in case

there is a problem regarding the batch for e!ample$ the cap seal of a particular

bottle is not there or labeling is not done properly$ the system records that and

immediately the production is halted. This is followed as per the Bureau

tandards and if any mistake occurs then the whole batch is discarded.

This shows that the whole batch is replaced and stopped which indicates high

4uality control. Even practically every days testing and sampling of the water

and its bottles are done in the market and in their Nuality 2epartment to check

in case anything is wrong or not. #n fact there is a 4uality checker under the

4uality department for the final checking done of the water before it is entered

the market.

There is also a warehouse where the , litre bottles are kept for C hours to

allow the o7one to settle in it. This helps in prevention of any germs or harmfulchemicals and also purifies the water. The cost of 4uality undoubtedly is very

efficiently taken care of in B#6E/#$ there are times when the cost of 4uality

increases i.e. in the rainy seasons the cost increases because the water is purified

twice than the normal seasons as sometimes the water might be dirty due to the

rains$ bisleri doesn9t take any risks and does not compromise with their 4uality.

#nline (onitoring Sy'tem

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$e'ign

CreativityB

B#6E/# has a separate creative department which promotes the different si7es

of the bottles. They have introduced new mountain water which is in he!agon

shaped bottle and is a new up gradation done by them. This helps in attracting

new customers and creates a new sensation in the market. 'lso years ago a

new soda bottle was introduced which was named as B#6E/# 5i77y bringing a

huge demand among customers.

Moreover$ the creative department has an e!pansion scheme which was

introduced in Actober ,,C which was a compact and ideal gift for the

customer. This includes a ,litre bottle$ fridge bottles$ +.1 litre bottle and a

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1, ml bottle with a fridge stand .This was e!perimented for a month and which

resulted in the lot of demand.

Galue Engineering is redesigning the product already e!isting. The redesigning

of the bottle has definitely taken place in B#6E/#. Earlier they had a blue

coloured bottle and then to bring in a different change$ B#6E/# decided to

redesign the bottle to green colour.

Ald Bottle *ew Bottle

Labeling

6abeling plays a very important role B#6E/# takes good care about the

labeling as it tries to create and come up with an e!citing and attractive label as

it will attract the customers= also labeling plays an important role as it gives a

lot of information about the product = like what are the contents of a bottle how

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is it made what does it consist etc. 'lso labeling gives a lot of information

about the product ie the price of the product= manufacturing date= e!piry date

etc.

PRICE

Price plays as very important role as it is the only Pwhich helps in getting

revenue:

5irstly one can e!plain the factors which affect the pricing

decision ie.- Price is directly related to

+. 2emand

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2RA$ PACA"I"S PRICE Hin R'.

Per bottle

2ISLERI

, litre 3,

1 litre 1,

+.1 litre

+ litre +C

1,, ml +,

,ml C

1, ml cup 1

Cu'tomer $elight

B#6E/# is in the business to serve the customer. #t deserves the best 4uality

and presentation at a worth of the price. They have world class 4uality$ at the

lowest production 8 distribution cost. This makes them unbeatable leaders$ and

helps them in having satisfied loyal customers.

B#6E/# values its customers 8 therefore have developed C uni4ue pack si7es

to suit the need of every individual. 't present they provide 1,ml cups$ 1,ml

bottles$ 1,,ml$ +6$ +.16$ 6 which are the non-returnable packs 8 16$ ,6

which are the returnable packs. 5or the customers bisleri has come up with a

new scheme called the (RE$U(TI#) scheme designed specially for the

customers. #n the /edumtion scheme B#6E/# provides for /s ,, a ,lt

B#6E/# bottle$ fridge bottles$ a +.1l bottle$ a 1,ml bottle and a fridge stand.

PLACE

B#6E/# has a specific distribution channel which they follow:

2istribution


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5rom the manufacturing plant the bottles will come directly to the stockiest.

Taking out the C;5agent from the distribution channel$ so as to increase the

margin to other elements in the chain.

The whole MMB'# area is been divided into 7ones: AT; $ "ET $


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#n the area of west MMB'# there would be * 'toc9i't' in the area of

'*2;E/#$ BA/#G'6# 8 G#/'/$


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Target au)ience B ;ealth and hygiene conscious people

Per'onality B &uardian$ 'uthoritative$ /eliable

Punch Line B (Play afe)

To keep your company humming with profitable work$ it9s vital to advertise

your services. Dour company is going to re4uire the ma!imum e!posure you

can afford. This constant e!posure will alert potential customers who you are

and where you are when they need a sign. By positioning DA/ name at their

fingertips and even literally displaying it in front of their eyes$ they9ll call DA

for identification products and services.

There are all types of promotion. They range from direct mail$ word of mouth$

advertising in newspapers and telephone directories to radio and T.G. spots$

cold calls and telemarketing. "hatever the medium$ consider the cost.'dvertising will usually is an e!pense that remains in your budget.

Bisleri follows different promotion strategies and uses different ways to

promote their product like

A)verti'ement'

'dvertisements are paid and and electronic way of communication ie to convey

the message to the customers$ bisleri comes up with different and attractive

advertisements on televisions and cinema halls to attract customers today

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advertisements really attract the customers and by looking at the attractive

advertisement people buy the product more.

$irect (ail

2irect mail is an avenue of promotion that targets a definite audience with a

specific letter$brochure$ or offer. 2ifferent potential customer groups have

various needs that can be (bull9s-eyed) with a distinct service or product. 5or

instance$ we can draft a personali7ed letter to hotels$ gyms$ canteens and a

different message to offices. #n hotels where consumption of water is more as

compare to the office so we can give them additional discount and better

services compare to the office. #n the case of the office where we there is less

consumption of water and less availability of space we can promote our 1-litre

%ar$ +, litres %ar and , litre %ars.

The brochure or letter should contain information about our product$ which we

want to target and which is different and better than other product. #n case ofbottled water we can differentiate our product than other through the 4uality of

water$ price$ packaging$ service that is very important.

#n a country like #ndia where religion and festival play an important role in

one9s life$ we can send post cards or greeting cards to not only our own

customer but also to the prospective customer.

2uil)ing an) ?ehicle I)entification

Aur A"* signs are an advertisement in them. 5or e!ample a van or a tempo

which is green in color$ than all know that it is B#6E/# cargo service9s van or

tempo$ same in the case of coca- cola it is red color and blue in case of Pepsi.

41


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Price pac9'

' banded pack is two related products banded together for e!ample: toothpaste

and toothbrush. #n the case of summer where in #ndia the climate is very humid

and hot$ and consumption of water is also high$ so in that case with the purchase

of every one + litre bottle a free cold tissue paper can be provided.

Tie-in-promotion'

#n this case where two or more brands or companies team up to increase pulling

power. *owadays there is a cra7e of ikkim super lottoso with a purchase of

every , litre %ar the ticket will be available at /.1.

2ut to)ay fran9ly bi'leri i' recogni


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5a'hion Con'ciou'

6ike soft drinks$ drinking mineral water is also considered fashionable by some

people.

The mineral water consumer is mainly in the age group of ,-1 years and is an

educated middle class person. This is also the segment of fruit drinks$ which

have usually been positioned as fun and health drink for young adults. The

mineral water market is also segmented along pack si7es:

#ne litre bottle

This is meant to spell safety and security for consumers. #t is positioned on a

prestige platform for the achiever segment - who like to make a fashion

statement by drinking mineral water. This segment gets the ma!imum sales.

,44ml bottle

This si7e has been introduced in the market to target the individual and local

travelers.

PET bottle'

The si7e of the PET bottles varies from +, to , litres. These are mainly for

institutional sales >"edding parties$ ;otels$


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2ran) loyaltyis very low as all the products taste the same so they can buy

%ust any product which is on the shelf$ same as that of soft drinks and fruit

beverages.

'vailability in the chilled form and brand awareness plays a crucial role in

purchase decisions.

"hile there is no aversion to consumption of mineral water by any age

group$ this product is mainly consumed by the people in the age group of ,-

1 years who have less attraction of soft drinks or other synthetic drinks

whereas youngsters look in for soft drinks and fruit beverages to 4uench

their thirst.

Gisibility is another factor that should be taken care of by the companies as

consumers are not very brand loyal and consume whatever is in front of

them.

no chlorine taste? and perceive it to be safer and of better 4uality.

They also look for security: food scandals in industriali7ed countries and water-

borne diseases in developing countries greatly influence consumers9 attitudes.


45/88


heavier bottles of water. 't the office$ a bottle of water is now a common sight

on the desk$ ne!t to the computer and the telephone. 2rinking bottled water is a

sign of a rise in the social scale. 'bove all$ bottled water has become a huge

marketing success.

45


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STRENGTH

1. QUALITY STANDARD:-

Every bottle of BISLERI is put through a rigorous

Multi stage purification processes which includes micron

filtration and ozonisation.

It acuires ! stages of purification processes which ensure

uality water which is pure and safe for drin"ing purpose. #ood

manufacturing are the strength all the time processing in

religiously monitored at every stage.

2. TRUST FOR BRAND:-

More than $% la"hs people trust the BISLERI. &hey

buy only BISLERI water because it has became generic name

for mineral water. 'or e(ample) * +hen people go to buy the

mineral water many of them as" for BISLERI, even though they

get other brand.

3. LARGE RANGE OF PRODUCTS:-

BISLERI offers a large range of products which

attracts consumer of all categories. 'or e(ample) * - litre or$%% ml pac" is useful for individual buyers, - litres or % litres

46


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is useful for organization. &herefore it attracts large number of

customer.

4. MARKETING:-

BISLERI is promoted by an aggressive print / &0. &0

is bac"ed by a 1oarding / point 2 of 2 sale material. Every

interface with customer is used as an opportunity to reinforce.

'or e(ample) * 3ll vehicles used for supply have been painted

in light green, bears the BISLERI logo / sport catchy baseline

li"es 4drin" and drive5.

5. DISTRIBUTION SYSTEM.

+ith little belief in the distributor system, the

company leverage its large fleet of truc" to supply bottled

water directly to retailers through a system called 6Route

Selling7 where the driver of truc" is trained to be a service

person. &his ensures that water supplied is fresh and bottles

are in good shape. BISLERI has more than 8%,%%% outlets in

the country.

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6. EXPERIENCE OF MR.CHAUHAN M.D OF BISLERI!

'rom the vast e(perience of mar"eting #old Spot

and &hums 9p, Mr. :hauhan "nows that distribution plays acrucial role in the successful mar"eting of bottled drin"s. 1e

"nows that ma"ing fresh water available within a particular

period of time is crucial for its success. 1e is pursuing a multi*

pac" and multi* price strategy.

". BULK # SEGMENT IS USEFUL FOR HOUSEHOLDS

ALSO:-

1ouseholds in certain parts of the country spend

a huge amount of money on fuel in order to purify the water.

&hey are supposed to buy the impure water and then they

have to spend money to purify it.

'or instance the water scarce south people spend large some of

money to buy water and still more to purify it. &he - litre

product is hit in various cities of south.

$. GRO%ING POPULARITY:-

&he popularity of BISLERI is increasing rapidly

day by day. ;eople in the mar"et when it comes to mineral

water a person goes to any shop and as"s for BISLERI as

his


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$%= per year. +ith the small pac" being popular among

individuals user its bul" pac" is also generating the huge

demand which is capturing the mar"et for BISLERI. &oday !%*

>% = of total income of BISLERI comes from its bul" segment

and the company is planning to increase it up to 8%=.

&. THE BREAK A%AY SEAL:-

?eeping in mind the consumers need torecognize a genuine product that cannot be tempered with. &he

uniue cap has been patented and cannot be duplicated. &his

technical strength ensures that the consumer will only get a

high safe product when they will drin" BISLERI.

MISSION STATEMENT

'T( )*(+, /0 0,0/ 6,/7

)*(8/9 ),; ,;


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; 6 /( /0

8(;6 )*,8.?

50

RAMESH CHAUHAN

(M.D. OF BISLERI INTERNATIONAL PVT LTD)


51/88


%EAKNESS

1.METHOD ADOPTED FOR DISTRIBUTION:-

&1E 6R@9&ESELLIA#7 policy adopted by BISLERI

for distribution is more e(pensive than more commonly

followed method of appointing distributors in different towns.

&his reduces the profit of company. &he dealer margin is

reduced due to this .therefore not many dealer "eeps

BISLERI in many areas. Indirectly this is reducing the

coverage of BISLERI.

2. REUSE OF BOTTLE BY LOCAL SELLERS AND ILLEGAL

MANUFACTURERS:-

Mar"et research conducted by BISLERI

revealed that the other overriding concern for this set of

buyers is the tampering of seal and the reuse of bottles.

Many have witnessed used bottles being refilled at railway

stations. &his deteriorates the brand image of BISLERI.

'or e(ample) * local sellers fill the bottle of BISLERI with

impure water and the bottles are purchased by illiterate

customers as BISLERI water but they buy water of low

uality. In this way brand of BISLERI gets affected.

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3. FAULTS IN PRODUCTION:-

&ests conducted by various authorities shows

that it contains pesticides. In %% the cm long insect wasfound in the bottle of BISLERI. &his has affected its sales and

reputation. &he license of its two factories one at Aoida and

other at Bangalore has been cancelled because of fault in

production.

4. PRESSURE BY GO@ERNMENT AUTHORITY:-

3fter insect was found in the bottles, '3 C'ood

/ rug 3dulterationD has cancelled the production of

BISLERI. 3fterwards it was allowed to resume it but in this

period its customer were moved towards other products. It

is constantly under chec" by various authorities.

5. NOT MEETING THE DEMAND OF THE CUSTOMER:-

In certain parts of south in our country big

bottles of BISLERI are in huge demand but the company is

unable to meet the demand of the consumers. &his is

affecting the demand for the product. So ;eople are forced

to use other brands of mineral water.

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OPPORTUNITY

1. FAST GRO%ING FIELD:-

&he best beverage for India in the new

millennium seems to be water. In recent years, the bottled

drin"ing water mar"et has been witnessing high decibel level

of activity, with a host of new entrants. &he bottled water

mar"et which worth Rs. -%%% crore is e(pected to be Rs.

$%%% crore by %-%. &his will increase a lot of scope for

bottled water mar"et.

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2. BISLERI CAN UTILISE ITS DISTRIBUTION CHAIN:-

+ith BISLERI becoming a generic name for

bottled drin"ing water. If company can manage thedistribution chain of the product to ma"e it available where

the consumer needs it the most, the company may well

succeed in his gamble with water. 'or this the company can

connect it with dealers and other distributors who will

mar"et the products for them all around the world.

3. EXPANSION IN EUROPE:-

&he launch of BISLERI in the European mar"et

on th September, %%F has created a lot of scope for

BISLERI in the field. &his will also compensate the

deterioration of imageG BISLERI has suffered after insect was

found in the bottle. It will silence the critics and it will also

increase the faith of the customer for the brand. It will

create an international brand image and the uality will

increase.

4. LAUNCH OF PREMIUM PACK:-

&he company also has its premium product

range. &his is prepared "eeping $*star hotels and other

premium customer. &his pac" will be sold at Rs. % per litre.

&his will give a tough competition to the E0I3A, the biggest

54


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player in the premium water range which sells its - litre

water at a hefty of Rs.8$ per litre.

5. CHANGE OF IMAGE:-

&he company has changed the colour of the

product. It has changed from blue to green. By changing the

colour, the company has provided a new product to the

consumersG they will be getting a new and a refreshing

product.

.INCREASE IN PRODUCTION:-

BISLERI is eyeing the Mar"et and is in the

process of increasing the production by setting new plants

adding to its Fplants. &his will increase the production

capacity of the company.

THREAT

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1. MARKET IS EYED BY THE BIG PLAYERS:-

&he growth of the mar"et indicates the

need for the mineral water. ue to this the heavy weights are

eyeing the mar"et. :o"e, ;epsi, Britannia, Aestle, 3uswaterHis

"een on raising their sta"es in this mar"et. +ith the cut throat

competition between :o"e and ;epsi, BISLERI is not safe.

2. ENTERING OF NE% PLAYERS:-

&o get some share in the mar"et many

new players are entering in the mar"et. 3mong them maor

names are #odre, which is launching its product 3J93*;9RE

and &ata*&ea is loo"ing forward to but 1imalayan, this will

increase the competition. 3lso Britannia which is distributing

E0I3A is planning to launch its own brand. &here are also new

entrants 3&:@ with BRILLI3A& water, S '@@S with :3&:1

are also coming. Even 1industan lever is planning to enter into

the mar"et. &his is give a tough competition to the current

water brands including BISLERI.

3. %ATER FILTER MANUFACTURERS:-

BISLERI is not only getting competition

from mineral water ma"er but is also facing a tough

competition from various water filter manufacturers such as

Eure"a 'orbes C3ua guardD. &hey have been mar"eting there

purifiers in the mar"et which has decreased the sales of bottled

water supply to homely customers.56


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4. ILLEGAL MANUFACTURERS:-

:ompany is facing a tough competitionfrom illegal manufacturers in the rural areas. &he illegal

manufacturers provide water at a very cheaper rate then the

branded manufacturers. &here are -%%%7s of illegal

manufacturers which are providing the water at a very cheaper

rate. &his is a serious problem for branded manufacturers. &his

companies also use the fa"e name of branded bottled water i.e.

BISLERI and supply their products in the mar"et.

5. STRONG DISTRIBUTION CHANNEL OF THE OTHER

MANUFACTURERS:-

3nalysts feel that BISLERI7S brea"away seal will not at all be effective the company having

strong distribution channel will only survive. &his rings the

warning bell for BISLERI because among other players?inley

and 3uafina are having a strong distribution networ" of :o"e

and ;epsi. Aestle will be ban"ing on its chocolate distribution

networ". Even though the BISLERI has a strong networ"s but

its concentration on bul" segment can lead to improper

networ".

'or e(ample) * 3 chemist who is selling the - litre pac" may

not sell the % litre pac". &his could disturb the networ".

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. NE% GO@ERNMENT POLICY:-

'or preparing - litre of mineral waterF litre of ground water is reuired. #overnment was not

charging ta( on the e(traction of the ground water. Aow by

introducing the new policy government is going to impose ta(

on the e(traction of the ground water, this will increase the

production cost because of which the companies will be forced

to increase the price which all consumers7 of all categories can

not afford. &he companies can compensate the high production

cost by reducing their mar"eting e(penses but this will "eep

the consumer unaware about the product. &his is also effect

the uality of the bottled water.

(ARETI" PRACTICES

Presently most of the players in the #ndian market are selling their product

claiming it to be mineral water. 'll the players are vying to grab a few points of

market share and they are trying to get their brands endorsed by some or other

authority. /ecently


59/88


healthy. imilarly other companies to claim to have purified their water (n)

number of times to show the superiority of their product. Many players are

pitching their product against water purifier industry by claiming their product

to be superior to that purified by these water purifiers. Many players are

marketing on the price factor as well as the si7e factor. "hile others are

focusing on particular target segment.

Averall different players are playing different tunes in order to establish their

brands in the market

59


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2i'leri 5eel' The 0eat Continue)

#n +00C$ the branded mineral water market had grown to a million litre

business$ valued at /s billion. There were ,, brands available in the country.

#n their bid to garner greater market share$ many companies$ including Parle

Bisleri tried to make 4uality and the purification processes they used their

uni4ue selling proposition >P?.

#n ,,,$ the branded water market had grown to /s 3 billion. *ew players like

Pepsis '4uafina$


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#n 'ugust ,,,$


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TRA$E PR#(#TI# T##LS

Price Joff Hoff- invoice

' straight discount off the list price on each case purchased during a stated time

period. 5or instance$ if a new bottled %ar is introduced than this promotional tool

will encourage them to buy the mew product.

Sale' conte't'

#t aims at inducing the sales force or dealers to increases their sales results over

stated period with pri7es going to those who succeed.

Specialty a)verti'ing

This type of advertising consist of useful$ low-cost items bearing the company9s

name or brand name with their contact number this items are ball- pens $

calendars$ memo pads$ which are used by dealers and sales people very often.

2ISLERI reinventing it'elf an) 'taying at the top even 1hen many ne1

companie' came in the pac9age) )rin9ing 1ater mar9et

This is a simple case which talks about the various marketing strategies adopted

by Parle B#6E/# 6td. to arrest the sliding market share of its branded water

brandUB#6E/#.

B#6E/# tried to regain its share by repositioning its brand. The case discusses

in detail the ad campaigns and other marketing strategies used by B#6E/# to

reposition the brand.

62


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"Old cola rivals Coke and Pepsi are discovering there is more money in water

than coloured water. Things are warming up in the Rs 10 billion bottled

drinking water market and competitors! including Parles Ramesh Chauhan!

#ace the threat o# a whitewash."

#n the early +00,s$ Parle B#6E/# 6tds >Parle B#6E/#? Bisleri+had become

synonymous with branded water and had a market share of 3,F. #n the late

+00,s$ B#6E/#9 market share began to erode with new players entering the

market. The new players also positioned their products on the purity platform

and B#6E/# felt the need to differentiate itself from the crowd.

#n the late +00,s$ B#6E/# launched its Pure and afe ad campaign to convince

the consumers that it was the only pure and safe branded water in the market.

;owever$ in ,,,-,+$ B#6E/# faced another challenge. The


64/88


#n the late +00,s$ many international brands were planning to enter the branded

mineral water market...

#n the late +00,s$ Parle B#6E/# launched an ad campaign to create a distinctbrand imageUThere is %ust one B#6E/#. ;oardings and point-of-sale

promotion material backed an aggressive print-and-TG campaign$ and every

interaction with the consumer was used as an opportunity to reinforce the

message that B#6E/# was pure and safe.

The entire campaign was built around the tamper proof seals. The campaign

focused on the safety provided by the breakaway seal$ by illustrating the ease

with which conventionally sealed bottles could be refilled and recycled. aid

'shok Hurien$


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Compri'ion of inley an) 2i'leri

ILE move) it off the o.! 'lot a couple of year' agoK but 2ISLERI

brand recall is eyebrow-raising -- the C-year-old brand is still generic to bottledwater in #ndia$ which is worth /s +$,,,-+$,, crore >/s +,-+billion?.

'nd that is in spite of the more than +$,, bottled water factories and +,,

brands scampering for their share of the /s +$C,,-crore >/s +C billion? bottled

water market >ource: Technopak 'dvisors?.

till$ +,, competitors means you cant sit back and rela!$ even if the market is

surging ahead at , per cent a year= you need to keep up the bu77 around your

brand. "hich is why in Actober last year$ Parle Bisleri changed the look and

feel of its flagship product$ introduced a new variant >natural mountain water?

and announced its plans to launch the

brand in the -- a huge market for designer waters.

B#6E/# has ambitious plans to invest /s , crore >/s . billion? in its new

variant$ manufacturing planets and distribution: it will invest /s +,, crore >/s +

billion? -- funded through internal accruals -- in the natural mountain water

business$ including /s , crore >/s , million? for two plants in ttaranchal

and ;imachal Pradesh$ and /s , crore >/s

,, million? for infrastructure development -- increasing the e!isting

manufacturing facility as well as widening the distribution network.

Aver the ne!t two years$ the company will also spend more than /s , crore >/s

,, million? on aggressive marketing. #t also plans to launch branded ice and

flavoured and vitamin-enriched water. But$ laughs Parle B#6E/# chairman

/amesh


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glass beer bottles. 'lthough it switched to PET in the +0C,s$ the shape didnt

change.

#nstead$ the company %ust added some more shapes: conical one-litre bottles$

he!agonal half-litre ones and rectangular two-litre bottles.

"e were %ust bumbling along$ admits


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'laska neck$ in industry terminology?. The change

in design meant using - grams less of plastic in every bottle$ which added upto an annual saving of /s crore >/s , million?.

Even the new label helped the company cut costs -- by up to /s crore >/s ,

million? a year. The earlier shrink label has been replaced with one made of

superior bia!ially-oriented polypropylene film that can not only take more

colours$ but costs half of shrink labels.

*ow


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By and large$ most brand analysts approve of B#6E/#9 attempt to reinvent

itself.

ays ;arish Bi%oor$


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Hurien adds that even the crates for the new variant look different because of

the clear image of mountains on them. "e tried to create a family colour for all

B#6E/# brands as well as make the difference clear$ he defends.


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5uture Plan'

(umbaiB'fter dominating the #ndian mass packaged drinking water market

with a , per cent share$ B#6E/# is all set to make a splash abroad.

#n the ne!t few months$ it will start e!porting B#6E/# Mountain "ater to take

on the likes of 5rench brand Evian in the premium packaged drinking water

space.

(*ow that we have launched B#6E/# in a new he!agonal bottle$ it is getting a

lot of appreciation. "e9ll soon be launching it in Europe and 'merica in -

months time$) says


71/88


'nd certainly$ for the #ndian companies that have so far been restricted to

#ndias W 1,,-million market$ 4uenching the thirst of billions of more customers

makes great business sense.

2ISLERI=' Plan' of Expan'ion

B#6E/# #nternational Private 6imited$ #ndia9s largest selling mineral water

company$ has announced plans to establish 1 new bottling plants across #ndia

to meet growing consumer demand. The company is aiming to achieve a ,F

growth rate in the current fiscal year.

peaking in Mumbai$ B#6E/# #nternational W1, million? mineral water category$

B#6E/# is also venturing into flavored water later this year$ having already

launched B#6E/# 5i77y oda and B#6E/# Mountain mineral water.

The company has outlined an aggressive market penetration strategy= a dual-

distribution plan$ reaching newer markets$ including townships and rural #ndia.

The company is also setting up dedicated channels for its , litre %ars to ensure

that every household and company gets service at their door step.

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'n%ana &hosh$ 2irector$ B#6E/# #nternational Private 6imited$ said$ The

unavailability of clean drinking water$ increase in water contamination and

health awareness among consumers has led to the growth of mineral water

segment. #n the wake of rising consumption of mineral water even in the rural

hinterland there is a huge growth opportunity in #ndia.

B#6E/# has become a strong consumer brand over the years and today we

have a long-standing relationship with our distributors and consumers)$ she

added.

The companyXs distribution network is being e!panded to meet the increasing

retail and consumer demands. An a national level$ there are $,,, trucks on call

for B#6E/#$ while the number of trucks averages ,, and 1, in the Mumbai

and 2elhi market alone. Every day$ some 1$,,, delivery vans drive out of the

1 strategically located B#6E/# bottling plants carrying over + million units of

pure drinking water to replenish the stocks of $1,, distributors and nearly

,,$,,, retail outlets.

$ATA AALSIS72


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Packaged drinking water B#6E/#

Ane significant observation made from the study was that the number of players

in the market are increasing at a very fast pace$ especially the entry of

multinationals.

Thus it is believed that a research to find out the awareness level and recall level

of the brand (B#6E/#) vis-Y-vis other ma%or brands will give an idea about

where does the brand e!ists in the mind of the consumers. This might help the

brand to identify the reason for the decreasing market share.

Survey ob%ective

The Primary ob$ective o# the survey is to #ind out how does %&'()R& #air

in the *wareness and recall level as compared to the ma$or competitor.+

The 'econdary ob$ective is to #ind out the advertising medium by which

the %ottled water consumers are most in#luenced with.

Scope of Survey

The survey intended to target consumers in outh Mumbai region specially


74/88


+. Survey of college going 'tu)ent' and people$ the brand of package

drinking water preferred by most of the students and the people

. Survey of 'hop9eeper' ---- asking them which is the most sellingpackage water brand at their shop.

. Survey of )ifferent hotel'as different hotels sells different water brands

AE8URES74


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Nuestionnaire.

2ear respondent$ # am a student$ doing my TDBM. This Nuestionnaire is a

part of an academic pro%ect on (Bottled water #ndustry). ' few minutes of yours

to fill the 4uestionnaire will be of immense help. Thank you.

+. "hich Brands of Mineral water are you aware ofV

RRRRRRRRRRRRRRRR

RRRRRRRRRRRRRRRR

RRRRRRRRRRRRRRRR

RRRRRRRRRRRRRRRR

RRRRRRRRRRRRRRRR

. "hich BrandSs do you preferVRRRRRRRRRRRRRRRR

. "hy do you prefer this particular BrandV

RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

. "hat influences your decision to buy a particular BrandV

Brand #mage

'dvertising

Price

'vailability

i7e S Package

1. 5rom which media did you come to know about the various brandsV

Television

75


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Maga7ines

*ewspapers

/etail outlets

Athers

. 're you aware of the brand B#6E/#V

Des

*o

3. ;ave seen any advertisements of (B#6E/#)V

Des

*o

C. #f yes$ whereV

0. ;ow do you rate the following brands:

& for &ood ----------------- ' for 'verage ---------------- P for Poor

B/'*2 Price 'vailability Purity?

B#6E/#

76


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B'#6ED

'N'5#*'

H#*6ED

Personal in#ormation

ameB

Area of Re'i)enceB

#ccupationB

AgeB

Than9 you

2ran) Preference

77


78/88


0

10

20

30

40

50

60

70

b isleri k in ley aq u afin a b alley

Series1

78


79/88


Influence' in )eci)ing to buy a particular 2ran)

price

20%

size

10%

band image

40%

advertisment

30%

79


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(e)ia influence in )eci)ing the 2ran)

The urvey was done in areas of south Mumbai like


81/88


+. Mineral water is famous among youngsters because they buy a lot of

packaged water as its hygienic and as they say it looks cool. Today

specially youngsters as brand freak and want a trendy and a stylish type

of bottle and also cool and attractive advertisements influence them a lot.

2ifferent colleges sell different brands of package water may be as they have a

contract or due to the likeness of the students towards a particular brand. ' few

of the colleges were the survey was done are:

;./


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#ver all vie1

0

1 0

2 0

3 0

4 0

5 0

6 0

S er ies 1 6 0 4 5 5 0 3 0

b is le ri a qu af in a k in le y b a l le y

"hen we talk about package drinking water brands there is a very minor

difference between all the brands but B#6E/# still rules the package drinking

water market and can be called as the king. But brands like 'N'5#*'$

H#*6ED are also catching up specially H#*6ED which as developed itself in a

very short span of time and there is a very minor difference between all the

brands.

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B#6E/# though as an advantage above all the as it is recogni7ed people really

prefer this brand and B#6E/# is so famous that it does not need much

promotion.

' simple e!ample can be given is that (whenever we go to buy a bottle of

mineral water we do not say (give me a bottle of water but we say GE ME '

B#6E/#99 after this there is nothing much to be said.

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C#CLUSI#

The important increase in #ndia can be easily e!plained through the growth of

the population and problems of water 4uality and water supplies. ntil +00$ the

demand for bottled water in #ndia was mostly limited to foreign tourists$

corporate meetings$ conferences$ etc. The introduction of bulk packaging

e!tended the market to new and numerous consumers.

Bottled water is a particularly competitive market$ hence companies need to

develop diverse marketing strategies$ such as accessing new markets by owning

or developing partnership with regional brands$ developing new products >such

as flavored water? or by-products >such as cosmetics? and developing services

>home and office delivery of water?

Today more and more companies are coming up in the package drinking watermarket as there is a lot of scope in bottle water market as seeing the increase in

#ndian population. Today the people of #ndia are very hygienic and only prefer

bottle water which increases in the scope of bottle water market.

By looking at the increasing demand of bottle water companies have to see that

they use modern marketing strategies and also come up with trendy bottles and

satisfy the wants of the consumer.

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2ibliography

"hile working on this pro%ect # did a lot of surveys by asking people personally

about the brand of package drinking water they prefer= as well as caring on

survey by 4uestionnaires.

Most of the pro%ect was made on the basis of Primary )ata.

# personally visited the B#6E/# plant at "estern E!press ;ighway 'ndheri

East$ visiting the plan was an e!perience of a life time # say the whole

manufacturing process and how the water is purified and then packed. Most ofthe pro%ect was done by myself by my observation as # had visited the B#6E/#

plant an the certificate is attached above # personally visited the Marketing

Manager of B#6E/# where he told me about their marketing strategies and

how they carried on their distribution and how B#6E/# is able to maintain its

standard at the top.

'll the information collected was my own where # did lot of surveys of

students$ people etc

# even personally visited different theaters and shops and hotels in the areas of

south Mumbai specifically colaba and church gate as different theaters$ hotels

and shops sell different brands of water. 'lso a 4uestioners survey was done to

find out the most preferred brand by the people.

'part from this # visited sites likeU

www.bisleri.com

www.managementcases.com

www.icri.com

# referred a few news papers like economic times etc

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http://www.bisleri.com/http://www.managementcases.com/http://www.icri.com/http://www.bisleri.com/http://www.managementcases.com/http://www.icri.com/


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But most of the survey was done by me as # personally visited the B#6E/#

plant at "estern E!press ;ighway 'ndheri East and met the marketing

manager personally.

mangement Student

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