BISLERI- IS IT STILL A BRAND?

AKSHAY-2014003ANKUR-2014007

MAYANK KALIA-2014029PRINA KHANNA-2014NIKITA BINDAL-2014

SEGMENTATION OF INDIAN WATER MARKET

Retail segment• 300 ml cups, 500 ml, 1 litre, 1.2 litre and 2 litre bottles• Market share declined from 60% in 1998 to 34.4 % in July 2002• Competitors - Aquafina(Pepsi), Pure Life(Nestle), Evian(Danone), Kinley(Coke) etc.

Bulk segment• 5 litre, 12 litres and 20 litre packages• Still the market leader• Competitors – Hello, Prime and Apollo

WHAT IS THE FUTURE?

BOTTLED WATER MARKET-GREW FROM RS. 300 CR IN 1998 TO RS. 1000 CRORE IN 2002• RETAIL SEGMENT

• HIGH GROWTH RATE 40-45%• HIGHEST MINDSHARE• WATER TO BECOME PREFERRED DRINK GLOBALLY VERY SOON• INCREASED CONSUMER HEALTH AND HYGIENE CONSCIOUSNESS

• BULK SEGMENT• CURRENT MARKET LEADER• EXPECTED FUTURE CONTRIBUTION TOTAL SALES 70%• WATER SHORTAGES IN URBAN AREAS

COMPETITIVENESS OF BISLERI IN EACH MARKET SEGMENT

• GENERAL MARKET SEGMENTA. 60% REVENUES FROM THIS SEGMENTB. POSITIONED IT AS AN ESSENTIAL PRODUCTC. ADOPTED PURITY & SAFETY PLATFORM & GREW BY 80%

• RETAIL SEGMENTA. 300ML,500ML,1L,1.2L,2LB. SHARE DROPPED TO 2ND POSITIONC. KINLEY-35.1% & BISLERI-34.4%

• BULK SEGMENTA. 5L, 12L, 20LB. MARKET LEADER IN THE BULK SEGMENTC. CONTRIBUTED 40% TO THEIR TURNOVER

WHY IS BISLERI NOT THE MARKET LEADER?

• SAME POSITIONING OF BISLERI, KINLEY AND AQUAFINA• INCREASED COMPETITION-250 BOTTLES WATER BRANDS IN 2000• DISTRIBUTION NETWORK

• KINLEY (50,00 OUTLETS) VS BISLERI (350,000) VS AQUAFINA (20,000)• TOOK ADVANTAGE OF DIST. NETWORK OF COKE AND PEPSI

• PRODUCTION UNITS• 27 OF KINLEY VS 22 OF BISLERI

• BIG PLAYERS LIKE HLL THREATENING TO ENTER THE MARKET • LACK OF PODS• HIGH GROWTH• LOW CUSTOMER LOYALTY

THE OLD CAMPAIGN-“PURE & SAFE”

• INCREASING AWARENESS ABOUT THE BAD QUALITY OF TAP WATER• CAPITALIZED ON CONSUMERS’ DESIRE FOR HYGIENE

DRAWBACKS• NEW ENTRANTS PLAYED THE SAME CARD• NO LONGER A DIFFERENTIATING FACTOR• CASES OF USED BOTTLES BEING REFILLED

A SUBTLE SHIFT-”PLAY SAFE”

• ADDRESSED THE ISSUE OF REUSE OF USED BOTTLES• EMPHASIZED THE TAMPER PROOF SEAL• CAPITALIZED ON CONSUMERS’ GROWING CONCERN ABOUT IMITATIONS• CHANGED THE PACKAGING• PLAYFUL CAMPAIGN- TARGETED THE YOUTH AND HOPED TO CONVEY A

SOCIAL MESSAGE• WAS NECESSARY TO DIFFERENTIATE FROM COMPETITORS-BISLERI IS THE

ONLY ONE THAT GUARANTEES PURITY

PLAN OF ACTION

• TRADE MARKETING INITIATIVES• SELF OWNED FLEET FOR DAILY DELIVERIES• ACQUIRE LOCAL BRANDS TO PENETRATE RURAL MARKETS • ACQUISITION WILL INCREASE PRODUCTION UNITS TOO• RECYCLABLE BOTTLES TO STRENGTHEN BRAND IMAGE• CORPORATE SPONSORSHIPS

Thank You