IIPM-MUMBAI 2010-2012 FALL-WINTER BATCH

RAVITEJ-36ARCHANA-8ANIRUDHa-3

KRUPA-45AASTHA-44

MANASHWI-24

Why Bisleri ?

It has become synonymous to safe

drinking water.

Aree yaar.. Ek Bisleri dena!!

HISTORY.

In 2000, India’s branded water market had grown to Rs.7 Billion.

In 1998, a strategy was adopted to concentrate aggressively on the home market.

In 1995, when Parle Exports took charge of the brand operations, the business took off in the market.

In 1993, Ramesh Chauhan (MD of Bisleri International) sold off all the Parle Brands.

In 1972-73, Bisleri was made available in Poly Vinyl Chloride bottles. After this plastic packaging was introduced.

It started a company called Bisleri India.

In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India.

HISTORY.

But this changed nothing as Bisleri continued to lead in the market share.

In 2001, both Kinley and Aquafina made huge investments in their bottling plants.

In the Bulk Segment, Bisleri was the market leader, with almost all the competitors staying away.

This is the time when the competitors rushed into the market.

Present Situation.

The brand has 18 manufacturing locations

spread across the country.

Owns 40% of the market share.

Bisleri Continues to lead..

Working Conditions.

Workers Work in 3 shifts.

60-70 workers work in one shift.

Workers keep on changing every 6

hours.

250 Workers in Mumbai.

3000 Workers all over India.

One bottle takes

approx. 5 mins to fill.

Machines are serviced

every 45 days.

PepsiCo’s AquafinaHolds 11% of Market Share

Tata’s Himalayan,Ganga, & Other small players hold 20-25% share

Coca Cola’s KinleyHolds 28% MarketShare.

Parle’s BISLERIHolds 40% Of Market Share

Closest Competitors ?

Marketing Mix.

PROMOTION.

PRODUCT.

PRICE.

PLACE.

4 P’s.

1st P – PROMOTION.Advertisement.

1st P – PROMOTION.Advertisement.

1st P – PROMOTION.Advertisement.

All This can be reduced at just the cost of a

penny. . .

1st P – PROMOTION.Advertisement.

THE CHOICE IS IN YOUR HANDS. . .

1st P – PROMOTION.Sales Promotion.

During the year 2000, there were

many new companies

coming into the market of bottled

water.

To Avoid those companies to capture the market, Bisleri provided 20% Extra

water at the same cost.

1st P – PROMOTION.Personal Selling.

As Bisleri’s major part of profits comes from the Bulk

Orders, it constantly keeps on looking out for new hotels,

restaurants, companies that have come up.

This is possible through their advanced R&D team.

1st P – PROMOTION.Public Relations.

Bisleri is known for its Brand

Building.This is only

possible through

effective Public Relations.

Due to the credibility of the

brand Bisleri, the working

staff is motivated as

well.

2nd P – PRODUCT.

250 ml cups.

20 litre jars.

5 litre jars.

2 litre bottles.

1.5 litre bottles

500 ml bottles.

1 litre bottles.Others

10%1

litre25%

1.5 & 5 litre

s15%

5 litres10%

20 litre

s40%

Product wise share in the market.

Others1 litre1.5 & 5 litres5 litres20 litres

2nd P – PRODCUT.

Rigorous R&D Ozonisat

ion

Pre-filtration

Reverse OsmosisMicron

Filtration

Mineral Addition

Final Ozonisation

BISLERI.

Break Away Seal.

Double Ozonisation

Process.

Purest Water

Available.

Water from

Himalayas.

4th P – PLACE.52 Bottling

Plants all

over

India.Eve

ryday

nearly 500

0 van

s driv

e out

.

Carrying

over 1

million units of

Bisleri Bottles

.

Makes Bisleri a 250 Crore + Company.

3rd P – PRICE.

250 ml pack is Rs.6

500 ml bottle is Rs.10

1 litre bottle is Rs.15

1.5 litre bottle is Rs.17

2 litre bottle is Rs.22

5 litre jars is Rs.35

20 litre jars is Rs.70

Future Plans.

Open as many as 35 new

bottling plants in India.

Venture into Europe.

To launch Fruit Flavored Water.

Already tested for the European Markets.

Flavors like Peach, Green Apple, etc are being planned.

Research for the same is on.

In areas like Maharashtra, Jammu & Kashmir.

Invested about 52 crores for the same.

Forecasting sales of a whooping 3,00,000 cases.

Bisleri will be sold in Europe by the existing Maaza distributors.

Thank You. . .