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[Type the document title]

Trikuta College of computer Science & Management StudiesPage 1

Summer Training Project Report on

Marketing strategy of mineral water

AT

BISLERI

Submitted to University of Jammu

In the partial fulfilment of the requirement for the award of degree of

Bachelor of Business Administration

SUBMITTED BY:

ISHAN RAINA

Roll No: 3

DEPARTMENT OF MANAGEMENT

TRIKUTA COLLEGE OF COMPUTER SCIENCE 7 MANAGEMENT STUDIES

JAMMU

INDUSTRY GUIDE: COLLEGE GUIDE:

Mr. ASHOK K KOUL Miss. NANCY SHARMA


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ACKNOWLEDGEMENT

This making of any report calls for contribution and cooperation from many others

besides the individual alone. It is the result of meticulous effort put in by many

minds that contribute to the final report submission and this work too is not an

exception.

Thus, one of the best parts of writing this report is the opportunity to thank those

who have contributed towards it.

First and foremost, I would like to take the opportunity to express my sincere

gratitude to Ms. Nancy Mam for his valued insights, suggestions and continuous

support, without which this project would not have reached successful completion.

I would like to thank all the respondents who took time out of their busy schedule

to fill out the questionnaires and have interaction with me. All the above, made

considerable contribution to which these few lines can hardly do justice to their

patience and generous support.

Last but not the least, i would like to thank my friends , my family.


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PREFACE

Theoretical knowledge is of no use, until and unless it is applied into some

practical aspect. We must lay stress on the proper implementation of what we have

learned in class at real life incidents to obtain optimum output.

Thus to apply all theoretical knowledge gained so far onto the practical field, The

submission of this project report is the part of the curriculum of BBA course.

This Summer Project has provided me with the full fledged experience about the

business arena of wholesome Indian packaged water industry. It gave me

complete training about practice of marketing strategies in the real life industry and

helped me gain the first hand experience of my future career in marketing.

This project shows the various steps and activities performed in order To Study

Marketing Strategies of Bisleri"


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EXECUTIVE SUMMARY

My internship at BISLERI, Delhi was a great exposure to the industry. After going

through my summer training, I had a first hand experience of how an industry as

well as Marketing department functions.


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INTRODUCTION

To the domestic packaged drinking water market

The concept of bottled mineral is quite a new one for Indian People. Since we

never consider these things as necessity and especially when we are paying for

natural resource like water which is available freely.

The bottled water market has recently seen growth; the reason behind this may be

the growing health consciousness among Indians or non-availability of pure

drinking water. Most of the users are daily travelers, patients or it is used in

parties/seminars. Moreover 30% of the whole mineral water customers are

travelers. When governments spoke about providing drinking water to all, little did

one imagine that MNCs would package it and sell it to us. The advent of the small

bottles has increased consumption. Buying water near the bus stop or at the railway

station has become a routine.

Indian water market has many companies selling water, on an whole there are

more than 300 big & small players in the market some of the big players are

Bisleri, Aquafina, Kinley, Purelife, Mcdowell etc. these companies are dealing in

same market, same price & also same capacity. Bisleri is owned by Parle group,

Aquafina is owned by Pepsi, Kinley is owned by Coke, Nestle has Purelife. But

some small players also have sufficient market share in their local market, like

prime, silver drop, royal fresh are very popular in the congested region.

Bisleri is most popular brand in North India. Bisleri is having big contracts like

with air Indian & some part of Indian railways.


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Since the early 1990s, Indian attitude have changed and people are flocking to the

cities at a frenetic pace - one-third of Indian now live in urban areas. But in many

parts of the country, quality of water is still a major concern. Given the extreme

climatic conditions in India, especially the heat and dust, plus the fact people are

now prone to dehydration because they commute further for work and social

activities, the issues of safe drinking water is more prevalent than ever.

As the mercury soars, so do the sales of bottled water. The advantage it has is

unlike the Colas and other drinks dispensed from vending machines, a bottle fits

into a handbag and can be carried conveniently.

The trend of using mineral water for drinking purpose started as a means to take

advantage of the therapeutic value of water. This trend gained potential momentum

during 1970s and ever since bottled water was exported every year from mineral

springs in France and other European countries. In western countries, the practice

of bottled drinking water started during 1950s. The first launch of bottled water in

India was the launch of 'Bisleri' of Parle company during 1968-69 which was amajor flop as the Indian population was not prepared to accept the concept of

purchasing water. The market of bottled water remained weak and inactive for as

long as 20 years. The relaunch of Bisleri in 1994, however, was a success due to

the growing awareness and high consciousness of health and hygiene among

people.

Today many, medical stores in the city are doing very well with the sale of brandedbottled water. The brand name plays an impression on the human mind. Bottled

water is available in quantities of 330ml, 500ml, lit, l lt, 1.5lts, 2 lts, 5 lts, l0 lts, 20

lts and 50 lts. For a particular brand to be certified as bottled water it requires


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approval on 4 levels namely the Central, the state, the trade association, and

individual company levels.

THE PACKAGED DRINKING WATER INDUSTRYAN

OVERVIEW

MARKET SHARE

Currently, Bisleri continues to lead in the Rs 700-1,000 crore organised, packaged

water market with an estimated 36% market share, followed by Kinley at 25% and

Aquafina with an 15% share. In terms of volumes, the North and West remain

Bisleri's biggest performing markets, despite the brand's sustained national-level

presence. The market has been growing for the last three years at an unimaginable

rate of 80%. The market size of bottled water is expected to surpass the size of soft

drinks market very soon in the near future.


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Individual market shares:

BISLERI-36%, KINLEY-25%, AQUAFINA-15%, OTHERS-24%

36%

15%

25%

24%

Bisleri

Aquafina

Kinley

Others


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Due to the demand for water, a large number of "mineral water manufacturers"

have been spawned selling little more than tap water to the unsuspecting

consumer, the majority of whom are still very native about mineral' water.

Pepsi Co's Aquafina brand, which debuted the bottled water business in

September 1999, targets the youth sector and concentrates on just one pack size,

750ml priced ten rupees. Coca-Cola is the most recent entrant (May 2000) with

its Kinley, brand and in a controversial and unsuccessful marketing campaign, it

obtained an endorsement from the Federation of Family Physicians' Association

of India (FFPAI), a lesser known body of doctors for its brand.

Estimates show that there are around 100 small regional players in the bottle

water market and the number have been growing at an unbelievable 70%-100%

per year, year on year, for the past four years. This has enticed a number of

international brands in the market besides Coca-Cola and PepsiCo-Nestle (Pure

Life), Britannia, Lever, United Breweries and Shaw Wallace. Danone Pairs

launched Evian some time back and even imported hundreds of cases for VIPguests celebrating the Hindu festival, Kumbh Mela.

The government has been forced to sit up, take notice and tighten regulations

after comprehensive sample tests were taken by consumer groups and found that

a number of the smaller and more unscrupulous "opportunistic" players were

selling little more than tap water.

Until recently the government of had set standards only for mineral water and

even the PFA (Prevention of Food Adulteration Act) and BIS (Bureau of Indian

Standards) were deficient when compared to international markets.

Under the new regulations 48 specifications are to be met for water to become

mineral water and for packaged drinking water there are 43 specifications. But

small players are bound to fall out of the market by April 1, 2001 when the new

regulations were supposed to be enforced


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BISLERI - COMPANY PROFILE

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass

bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of

Italian origin. This company was started by Signor Felice Bisleri who first

brought the idea of selling bottle water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water

in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC

non-returnable bottles & finally advanced to PET containers. . Parle's taking

charge of Bisleri did not make a dramatic difference to the brand's fortunes

immediately. While it did gain in terms of visibility and reach (piggybacking on

Parle's existing distribution network), efforts to expand the bottled water market

were not exactly painstaking. Parle at that particular time was interested in

making soda water and not mineral water. There were just minor initiatives on

part of the company for making mineral water, as it was not considered to be a

very profitable business at that time as people still considered boiling water to

be a safer and better than mineral water. Moreover they were not ready to pay

for a commodity like water, which was so abundantly available.


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In 1972-73 Parle changed the packaging of its bottled water to plastic bottles

and that significantly made a difference in the sales. The buyers, then, were

mainly the upper class - the trendy people.

In 1993, Coca-Cola bought Parles soft drink brands- Thumps-up, limca etc.

While Coca-Cola actually bought over Parle's beverages, it agreed to a

settlement that allowed the multinational to bottle and distribute Bisleri soda for

a time frame of five years. The charge of Bisleri water, however, remained with

Parle. The upsurge in the sales of Bisleri started from this point as Parle sold off

its stable of brands to Coca-Cola. This was the time when it started

concentrating on making Bisleri a success in the domestic mineral water market.

The reason why Parle chose to retain the Bisleri name was that Parle saw a

fairly lucrative business of mineral water in Bisleri's equity.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations

substantially and the turn over has multiplied more than 20 times over a period

of 10 years and the average growth rate has been around 40% over this period.Presently we have 8 plants & 11 franchisees all over India. We have our

presence covering the entire span of India. In our future ventures we look to put

up four more plants in 06-07. We command a 60% market share of the

organized market. Overwhelming popularity of 'Bisleri' & the fact that we

pioneered bottled water in India, has made us synonymous to Mineral water & a

household name. When you think of bottled water, you think Bisleri.

We at Bisleri value our customers & therefore have developed 8 unique pack

sizes to suit the need of every individual. We are present in 250ml cups, 250ml

bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L

which are the returnable packs. Till date the Indian consumer has been offered

Bisleri water, however in our effort to bring to you something refreshingly new,

we have introduced Bisleri Natural Mountain Water - water brought to you from


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the foothills of the mountains situated in Himachal Pradesh. Hence our product

range now comprises of two variants : Bisleri with added minerals & Bisleri

Mountain Water.

It is our commitment to offer every Indian pure & clean drinking water. Bisleri

Water is put through multiple stages of purification, ozonised & finally packed

for consumption. . Rigorous R&D & stringent quality controls has made us a

market leader in the bottled water segment. Strict hygiene conditions are

maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases

performs & caps only from approved vendors. We produce our own bottles in-

house. We have recently procured the latest world class state of the art

machineries that puts us at par with International standards. This has not only

helped us improve packaging quality but has also reduced raw material wastage

& doubled production capacity. You can be rest assured that you are drinking

safe & pure water when you consume Bisleri. Bisleri is free of impurities &100% safe. Enjoy the Sweet taste of Purity.

How Parle Bisleri began..

According to the Bureau of Indian Standards there are 1,200 bottled water

factories all over India (of which 600 are in one state -- Tamil Nadu). Over 100

brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and

are hard selling their products in every way possible -- better margins to dealers,

aggressive advertising, catchy taglines.... In such a scenario, The Strategist takes

a look at how it all started -- with Bisleri -- and how Ramesh Chauhan,

chairman, Parle Bisleri created a market out of pure water. Excerpts from a

conversation with Prerna Raturi:

Can I be honest? When we bought Bisleri mineral water from the Italian

company, Felice Bisleri, in 1969 -- the company had been unable to market


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bottled water and wanted to exit the market -- we too did not see any potential

for the product at that time.

As a soft drinks company, we had Thums Up, Gold Spot and Limca (cola,

orange drink and lemonade) but no soft drink company was complete without a

soda. So we merely used the name and launched Bisleri soda with two variants -

- carbonated and non-carbonated mineral water.

But three decades ago, what could we say about a category that had no market?

We didn't know our target group. Then, since bottled water is colourless,

tasteless and odourless, it was not an easy product to advertise.

Thus, the earlier brand building efforts focused on Bisleri being healthy with

adequate minerals. The Italian name added a dash of class to it. The first print

ad campaign captured the international essence and showed a butler with a bow

tie, holding two bottles of Bisleri.

The punchline was, "Bisleri is veri veri extraordinari" (the spelling of the

punchline was designed to capture the consumer's attention). The campaign was

successful and we were being noticed as someone who catered to the need for

safe, healthy drinking water.

However, the real boost to mineral water came in the early-to-mid-1980s when

we switched to PVC packaging and later to PET bottles. The PET packaging did

not just ensure better transparency -- we could now show sparkling clear waterto the consumers. It also meant better life for the water.

Meanwhile, Bisleri soda was doing well but we had to discontinue production

as we sold our soft drink brands to Coca-Cola in 1993. But my interest was in

building brands and not in bottling soft drinks. That's when I started to

concentrate on developing the Bisleri water brand.


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There was a clear opportunity of building a market for bottled water. The

quality of water available in the country was bad. It was similar to what Europe

faced before World War II. The quality of water in Europe was extremely poor,

which created the bottled water industry there. In India, too, not only was water

scarce, whatever was available was of bad quality.

Initially, though bottled water was something only foreigners and non-resident

Indians consumed, we still had to increase the distribution, which meant the

dealer margins reduced. And because of limited sales, the dealer margin had to

be kept high to compensate low sales. Now we had to push sales.

But to reach out to the masses, we had to make the category more affordable.

The introduction of a comfortable-to-carry 500-ml bottle for just Rs 5 in 1995

not only answered that need, but also meant doing away with carrying the

excess water or throwing it away if you were to buy a one-litre bottle.

The idea was a success and gave the company a growth of 400 per cent. We

also introduced the 1.2 litre bottle in 2000, which was aimed at those who share

their water. This also gave us the advantage of higher margins that a crate (12

bottles) generated.

With other brands joining the fray, things were hotting up -- the bottled-water

market was estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per

cent a year. Bisleri had captured 40 per cent of the market.

We realised it was time to move to the next level -- the bulk segment. Several

commercial establishments had no access to piped water. We tapped into this

segment by introducing the 12-litre container, followed by the 20-litre can. The

bulk segment also helped bring down the price per litre from Rs 10-12 a litre to

about Rs 3 a litre.


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At present, the bulk segment constitutes 60 to 70 per cent of our sales and we

intend to increase it to 80 per cent in the next two years. With water scarcity in

several cities, even households are demanding bottled water now.

The home pack was made more user-friendly by introducing pouring spouts and

jars with dispensers. At the same time, we were constantly looking for new

ways to tap the market. We noticed that during wedding receptions, the older

guests (above 50 years of age) generally stayed away from ice cream, soft

drinks and so on.

Hence, we introduced free sampling of Bisleri at the tables where the elderly

guests would sit. Soon customers were ordering bottled water on special

occasions. Currently, the consumption of bottled water is far in excess of soft

drinks on such occasions.

The other major challenge was distribution. I still have the mindset of a soft

drink seller. Soft drink sales are in glass bottles and the distribution model is

built around picking up empty bottles and getting them back to the factory.

That's not the case with the retail bottled water packs (below 2 litre). But a

product that's not available where it's needed, is useless.

The number of outlets where Bisleri is available has increased from 50,000 in

1995 to 2,00,000 at present. But that is not enough -- we need to keep looking

for different avenues. Take stationery shops and chemists, for instance. They

don't keep soft drinks but sell Bisleri. That is the kind of exclusivity we look for

to get ahead of the distribution network that soft drink companies talk of.

Production ,consumption and details regarding water industry:


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MARKETING STRATEGY

It is complete and an unbeatable plan designed specifically for attaining the

marketing objective of a firm. The marketing objective indicate what the firm

want to achieve. The marketing strategy provides the design for achieving them

the linkage between marketing strategies and over all corporate success is

indeed direct and vital. Realizing the marketing objectives is the purpose of two

generic categories .

1. Price based

2. Differentiation based

PRICE BASED MARKETING STRATEGY:

A business that opts for the price route in its competitive battle will enjoy

certain flexibilities in matter of its product and use prices as main competitive

level . it will price its product to suit the varying competitive demands . it will

be enjoying certain inherent cost advantages , which permits it to resort a price

based fight . The major forms where such cost advantage can occurs are

economies of sale , absolute cost advantages ,. Benefits of early entry a large


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market share build over a time . it provides freedom in the matter of pricing but

after producing a particular product and getting stuck in the face of the

competition , one can not successfully opt for a price led strategy .

THE DIFFERENTIATION BASED STRATEGY:

marketing strategy based on differentiation works on the principle that any

aspect of the offer and any activity of the firm can be made distinctive

compared with the competiting offers. Right from technology, plant location to

post sale and service a company can perceptibly differentiate and many buyer

values. Companies usually choose those functions , Which give them the

greatest relative advantage.

Different firms adopts different strategy stances as their situational design

differ-

Broadly strategy stances can be classified under three heads-

ve Strategy-

Offensive Strategy also known as confrontation strategy , is a strategy of

aggression. A firm that is not presently the leader usually employs it, but it

aspires to leadership position in the Industry.

-

The leader who has the compulsion to defend his position against the

confrontation of powerful existing competitors or to dislodge the leader from

his topmost position usually employs it.

-


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A firm practicing the niche strategy neither confronts other nor defends itself. It

cultivates a small market segment for itself with unique products / services

supported by a unique marketing mix.

FORMULATING THE MARKETING STRATEGY-

Formulating the marketing strategy consists of two main steps-

1- Selecting the target market-

It does not fully bring out the import of the inseparable linkage between the

two. When the selection of the target market is over an important part of the

marketing strategy of the firm is already determined, defined and expressed.

2-Assembling the marketing mix-

Assembling the marketing mix means assembling the four Ps of marketing in

the right combination.

The firm has to find out how it can generate the best sales and profit. It plans

different marketing mixes with varying levels of expenditure on each element

and tries to figure out the effectiveness of each combination in terms of the

possible sales and profit.

ADVERTISING CAMPAIGN:

While designing the advertisement campaign, it is necessary to keep in mind the

opinion leaders. Youth are the opinion leaders of the present time. And thus it

becomes necessary to design the campaign keeping the youth in mind. The

opinion leaders would further trickle down the message to the less active

members of the society.


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This is exactly what Bisleri is doing. Bisleri has started an advertisement

campaign stressing the point of purity and flaunting the patent right the

company has over the breakaway seal. The company has tried to put the

message across louder, by using the ad campaign that catches the eye of

everyone, specially the youth.

CONTENT OF THE CAMPAIGN:

Bisleri that was looking for a differentiator decided to make the breakaway seal

the symbol of purity. The tamper-proof seal was developed, around which the

communication was woven. The campaign stresses the safety provided by the

breakaway seal by illustrating the ease with which conventionally sealed bottles

can be refilled and recycled.

The objective with the campaign would have been to highlight the tamper-proof

seal and create doubt in the consumers mind of the purity of the other brands.

That is, Bisleri is the only one that guarantees purity and keeps you Safe.

To conclude: We find that new advertisement campaign of Bisleri is eye

catching. This is what the company should do. And also the company should

make the message clearer to the customers that it has the patent right over the

breakaway seal. In the survey we found that the consumers are aware of the

breakaway seal but are not aware that the company has the patent right.

Apart from a high dose of investments on expanding bottling capacities and anad budget thats risen six-fold over last year, if Bisleri wants to penetrate every

possible segment of the market, it can do that by introducing more pack sizes

and establishing the brand strongly with trendy new packaging.

Apart from creating consumer pull with campaign, the company, to increase its

sales would have to do the sales push as well. For that it would have to give the

retailers and other stockiest high trade margins and incentives for keeping the


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product. This is very important in case of this product because consumers would

take up what is available to them at ease and whatever retailer is giving.

ADVERTISING CAMPAIGN OF BISLERI

Every brand needs a good advertising campaign to establish itself in the market.

So it becomes very imperative to look at various ad campaigns that Bisleri

undertook to build itself as a brand. Bisleri started its game plan with the punch

line of Pure and Safe and used the same catch-line for advertising. But with

advent of many new players, all claiming the purity, it became very imperative

for Bisleri to differentiate its product so as to stand out in the market. Bisleri

found the answer in sealed cap bottles. It claimed 100% purity. While the

bottles of the other brands, it claimed, could be refilled with ordinary, or even

germinated water, Bisleris seal capped bottles ensured the consumer of purity

of water and single-used ness of the bottles. The ad showed a milk-man and a

child showering their buffaloes and filling the so-called mineral water bottles

with the same water and packing them with the simple polythene seal and theconsumer not knowing about the purity of the water he is drinking. Next clip

shows the Bisleri bottles being sealed with plastic caps and ensuring the purity

of water. The ad did work for Bisleri and it got its much needed product

differentiation.

In 2000, some giant brands like Pepsi and coca-cola entered the mineral water

industry with a big bang. Bisleri now had a big threat of maintaining its market

cap. While Coca-cola introducing its brand Kinley as a health care product,

Pepsi projected Aquafina as something as pure as Your own body. Pepsi

targeted the young generation and introduced Aquafina as a fancy product to

carry.

The ad campaign of Aquafina emphasized as 70% of your body is water and

thus give your body the purest water. The ad showed young vibrant models and


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created the atmosphere of youthfulness. Water, Pepsi claimed, was no longer a

simple beverage, but was something highly fashionable. They complimented it

by giving their bottles an attractive look. This soon caught the eye of the

consumer. All these factors made Pepsi the biggest upcoming competitor of

Bisleri (whereas Kinley lagged behind the race, showing a doctor advising a

family to take Kinley for pure waternot a very attractive ad campaign).

Bisleri, to counter-attack the new Feel-Young fever had to even bolder steps.

They first changed their base line from Pure and Safe to Play Safe. They

tried a brand new ad campaign to catch the fancy of consumer. The new ad

showed a young romantic couple on a marooned island, when the girl

seductively attracts the guy and he follows her in trance. The moment he gets

hold of her, she whispers something in his ears. The next few shots show the

guy looking for something in frenzycan not find it.rushes towards the

chemists shop.buys something (keeping the audience in suspenseor

rather implicitly pointing for ). The girl opens it and.POOF.takes out

a bottle of Bisleri and quenches her thirst. Caption: Play Safe. This campaign

was to catch the attention of youth and a new Indian society which is supposed

to be not-so-prudish. Thus Bisleri has taken a very bold step. The T.V. ads

have been complimented by print ads also. The company has to focus on the

marketing management of the product. In light of the challenge in front of the

company and its current strengths and position, we have incorporated the

marketing mix to counter the marketing strategies of the competitors by

developing its own marketing.


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AQUAFINA ADVERTISEMENTS AND BISLERI

A drop-dead gorgeous body flexes its muscles on the screen. This starkly

arresting black and white image is then splashed with water. A voice-over

informs you that 70 per cent of your body is water. Why not give it the

purest. Aquafina Bottled water from Pepsi.

This kind of advertisement campaign used by the competitors is giving the

company a tough time. The competitor, Pepsi, is utilizing the brand image built

by it and is again targeting the Generation X maintaining the company image.

Its an unusual ad for this category. Till now, most marketers have focused on

educating the consumer on how bottled water is a safer option, with the lead of

course, taken by the popular national brand Bisleri.

But Pepsi chose to junk this approach and it could well afford to. Bisleri, after

all, had already done most of the hard work needed to build the bottled watercategory. What Pepsi needed was to establish its brand in this crowded,

fragmented market. Our task was made easier because was made easier because

Bisleri had concentrated on educating the consumer, instead of building its own

brand values," says Rohit Ohri, vice president and client services director,

Hindustan Thompson Associates Limited (HTA). We wanted the imagery to

posit~on Aquafina as a youthful, premium and fun brand," says Vibha Rishi,

executive director, Pepsi. The idea, she says, was not to objectify bodies so that

one could drool over them. "Instead, we are talking about your body and the

need for each one to take care of his or her body." The ad copy, which spoke of

the water content in our bodies, was actually trying to establish how important

water was to our well- being and how we need to continuously replenish it.


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While the thinking was clear that the imagery had to be built in and around

purity, HTA did toy with a couple of other ideas and situations. Initially, the

idea was to focus more strongly on the fun aspect and create a story line

complete with a smart idea and a twist at the end. "But we gave it up because

we felt that the story might take the mind away from the purity aspect that was a

must to highlight," says Ohri.

So HTA adopted a minimalist approach and created a film with little clutter and

no props, which tried to capture the emotion of "feeling good about yourself'.

While the film and the imagery are completely the work of HT A, the strategic

thinking comes from the Mother Company in the US.

Aquafina, in fact, is the largest-selling bottled water brand in the US with a 12

per cent market share, and India is the first country outside of the US where

Aquafina is being bottled. Even in the US, the ad talks of the percentage of

water in our bodies, but the handling is a little more serious. For example, the

film will show an emotional moment where someone starts crying, and then youwill hear the voice-over, 85 Per cent of xour eye are wa4ep. "There is no

internal law that forces us to follow the international positioning. But seeing the

quality of thinking that has gone into this, we decided to stay with this

positioning, though the statements here are quite different," explains Rishi.

Aquafina, like all offerings that come from the Pepsi stable, also imbibes the

core values of the mother brand. It addresses the Pepsi-user base, largely the

youth, and like Pepsi ,it is also being positioned as a hip brand. But Aquafina is

a lot that Pepsi is not. It is a little bit older, mature and affluent, and not as mass

based as Pepsi.

Pepsi's role in the communication is that it is the source of credibility for the

product and, of course, establishes the youthfulness of the brand. But Aquafina


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is a brand in its own right and with each piece of communication, its personality

will emerge," feels Ohri. But while Aquafina is being given a distinct identity, it

is also being targeted at the Pepsi consumer and is addressing their need for safe

and reliable drinking water. Will this not cannibalize Pepsi sales? "Water does

eat into the cola market," agrees Rishi, "but we can't build a business for Pepsi

based on people's lack of access to safe drinking water.

How can any business be built on deprivation?" Both will have to co-exist and

carve a market out for themselves, And~ while Pepsi targets the 18-25 year

olds, Aquafina also includes the 30-somethings together with the college crowd.

Like Pepsi, Aquafina too is looking to command a premium without being

unaffordable.

It is being positioned as a premium product, not via pricing, but in imagery and

packaging. Priced at Rs. 10 in Delhi for a 750ml. bottle, it is priced marginally

higher than the competition that gives you one liter for Rs. 10. The swirl shaped

PET bottle resembles the Pepsi family and is sturdier and more hip than mostothers in the category that take their design cues, it seems, from the one liter

refined oil bottles in the market. The decision to break the norm and come up

with a 750 ml pack size was more driven by the fact that water is fundamentally

consumed on the go and the 750 ml size is easy to carry around. "It is ideal for

an half-an-hour in the sun, one liter gets too bulky," says Rishi. Pepsi's future

plans at the moment don't include commg up with size variants. They have also

ruled out the possibility of catering to the bulk market, which actually

constitutes 30 per cent of the total bottled water market that stands at 70 million

liters annually, and is growing anywhere between 30 and 50 per cent.

Pepsi, obviously, is looking for a big slice of this burgeoning market, but as

Subroto Chattopadhyay, executive vice president, marketing, Pepsi, says, "We


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have a building blocks approach, first we have to build the brand, and then the

volumes.

Bisleri is tackling the situation by building the brand on the purity plank. Akin

to brand building in soft drinks, an aggressive print-and-TV campaign is being

backed by hoarding, point-of-sale material, and every interface with the

consumer is being used as an opportunity to reinforce the message. For instance,

all the vehicles used for supply have been painted in bright blue, bear the Bisleri

logo and sport catchy baselines like . "Play Safe".

Bisleri with added Minerals:

Bisleri Mineral Water contains minerals such as magnesium sulphate and

potassium bicarbonate which are essential minerals for healthy living. They not

only maintain the pH balance of the body but also help in keeping you fit and

energetic at all times.

Bisleri Mountain Water:

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal

and Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's

'fountain of youth', Bisleri Natural Mountain Water resonates with the energy

and vibrancy capable of taking you back to nature. Bisleri Natural Water is

bottled in its two plants in Uttaranchal and Himachal Pradesh and is available in

six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.


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PACKAGING AND DISTRIBUTION:

PACKAGING

Variety is spices of life. Today for any business organization to be successful it

has to provide its customer with the differentiated product that is a value buy for

them. In order to cater to yhe changing needs of the customer the business has

to continuously come out with the variants of the products so that it can target

the maximum segments.

Today Aqua Minerals offers a variety of packaging options: 1 lit, 2 lit, 5 lit, 20

lit. The 5 liters bottles account for 35 % of sales showing a growing health

concern among the Indian society. 1 liter bottles account for 30% of the share .

The 2 liters bottle introduced to slowly and steadily replace the conventional 1

liter bottle. The 5 liters packs, launched in Dec 1999 in Goa, now available

everywhere.

DISTRIBUTION

Its obvious that availability holds the key to the market .For any product to be

successful the distribution system has to be really good. Large tracts of the

country have not been explored by the national brands, which explains the

proliferation of smaller brands.

Bisleris strategy is to build a direct distribution system at an all India level that

means serious investment In company owned trucks and carts, this would make

it the largest fleet owner in the country. Bisleri has around 80,000 retail outlets

in the country with about 12,000 each in the Delhi and Mumbai. It is intended to

be increased this no. to 10,00,000 in order to expand brands reach.


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The company will invest approximately Rs.200 cr. to procure 2000 trucks and

hire same no. of sales people . the company plans to have its own distribution

network in places where it has its own plant

DISTRIBUTION NETWORK:

The small-scale players built their sales by piggybacking on the generic

category built up by Bisleri. Its a battle that Bisleri can win by sheer

distribution muscle. One of the reasons why Bisleri is running strong in this

industry is its strong distribution network built over the years since its inception.

Further, Bisleri plans to increase its distribution network over the southern and

eastern region, where it is behind popular brands like sTeam in Tamil Nadu and

in Andhra Pradesh.


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MARKETING MIX:

The set of controllable tactical tools- product, price, promotion, and place (4

Ps), that the firm blends to produce the response it wants, in the target markets.

The 4Ps

PRODUCT

The main product of the company is the mineral water by the name of Bisleri

Mineral water. Other than mineral water the company has also the soda water

under its brand name called the Bisleri Soda Water. The concept of bottled

mineral water was introduced in India, first by Bisleri, and that is the reason, it

has become a generic name for the mineral water. Bisleri has become a perfect

synonym of the mineral water for the Indian consumers.

The main challenge facing the company or any other player in this mineral

water industry is that there is no scope of invention and innovation in the

product, which can be added as the additional benefits of the product. It is just

water after all. This is what the Indian customers think of the bottled water. If

we are talking about a product like television we can think that the innovations

could provide extra benefits derived from the product. For example other than

its core usage the product can provide for Internet facilities using conversion.

PLACE

Place stands for the company activities that make the product available to the

target customers. To make the product available to the target consumers a good

distribution network has to be there to support the good quality of the product.

Here in the case of the mineral water industry the distribution network is the


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important factor in being competitive and the catch lies in making water

available to maximum number of places in the country.

PRICES FOR FOLLOWING PACKAGING VARIANTS

(AN ECONOMIC FACTOR AFFECTING THE BUYERS BEHAVIOR)

Price is the sum of values that consumer exchange for the benefits of having or

using the product or service. Price is the only element in the marketing mix that

produces revenue. All other elements represent costs.

In India, where the majority of the population comprise of the middle-income

group and lower income groups it is not hard to understand that pricing is one of

the most important factor in the buying decisions.

Bisleri has met the expectations of the consumers in terms of pricing theproduct and also making the product available in variations of litres, making

Bisleri both convenient and affordable. The company is following a very

aggressive pricing. Its product is available at a very reasonable price.

1 Ltrs Rs. 20

2 Ltrs Rs. 30/-

5 Ltrs Rs. 50/-

20Ltrs Rs. 90/-


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PROMOTION

Modern marketing calls for more than just developing a good product, pricing it

attractively, and making it available to the target customers, companies must

also communicate with their customers, and what they communicate should not

be left to chance.

A Companys total marketing communications program- called its Promotion

Mix consists of specific blend of advertising, personal selling, sales promotion,

and public relations tools that the company uses to pursue its advertising and

marketing objectives.

COMPETITION

IN

MARKET

The mineral water market is set to explode and hit the Rs.2,000-crore mark in

the next couple of years. This is drawing the big guns attention. First Britannia

launched Evian. And recently, soft drinks giant Pepsi entered the fray with

Aquafina. Now, Nestle too is reportedly planning a foray. Meanwhile, Parle

Agros Bailey has been growing steadily. Small local players too are breathing

down Bisleris neck riding on better trade margins and intensive distribution (in

their respective areas of operation).

The competition facing Bisleri can be categorized into a few brand names like


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Kingfisher

Sahara india

With coca cola kinley , pepsi aquafina being the main competitors and second in

market share in the organized market, Bisleri faces tremendous competition

from the unorganized sector also.

AQUAFINA

The advantage for Aquafina is that though there are over 300 labels of bottled

water in the Indian market, few can be called brands. It is necessary to

remember that every product with a name is not a brand; even Bisleri has

become generic to this category.

It does not have any emotional values attached to it. So there was no difficulty

for Pepsi in creating space in such a market, which is completely different from

the soft drinks market, where it will be very difficult for any new player to find

a slot. So the creative team at HTA virtually had an empty canvas to work on.

And it came up with a campaign that did have people talking. First, a series of

teasers, followed by a film that showed healthy bodies and youthful people and,

of course, lots of water.

Although Aquafina is only available in a 750 ml pet bottle, the pricing, at Rs.10,

is competitive. And it is safe. In addition to the tamper proof seal, there is a

reliable method of checking whether the bottle has been refilled. The date of

manufacturing has been written on the cap as well as on the bottle. Thus a

person who is refilling it would have to find a matching cap and bottle, the

probability of which is very low.


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COCA COLA- KINLEY

Coca-Cola joined the race by announcing the imminent launch of its own brand

of water and, in the process, putting to rest rumors of its so-called takeover of

Bisleri. Kinley is targeting institutions.

Parle Agros- Bailley

Bailley the brand that is owned by Ramesh Chauhans brother Prakash Chauhan

is very popular in the southern part of India. Southern part of India accounts for

20% of the sale of the whole water market industry. Bisleri would have a tough

competition from Bailley since the company plans to spread its presence in that

part of the country. Another thing that makes the competition difficult for the

company is the price at which its competitor is offering the product. Like

Bisleri it also gives the 1 lt. For Rs.10. The only strength point of the company,

which it can capitalize, is its generic name. And also the company would have

to enter that market with a strong distribution base. We know the fact that

Bailley has grown at a rapid pace using the route of franchising, which Bisleri

has not adopted as yet. This is another point, which the company would have to

take care of to face the competition.


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PRODUCT PROFILE

Its a compliment being generic to the category, but its not very good when

consumers think any mineral water brand is Bisleri.Bisleri, a product

established in India by Ramesh Chauhan, Chairman of Parle Aqua Minerals has

become a generic brand. Bisleri was the first marketed bottled water in a totally

virgin market. The brand has become synonymous with mineral water;

consumers accept any brand offered by the retailer when they ask for Bisleri.

So far Ramesh Chauhans Bisleri enjoys the largest market share of 36% in the

Rs 4000 crores mineral water markets and is growing at the rate of 180% per

annum. Annual sales of Bisleri have touched Rs400 crores. In seventies,

'Bisleri' was the only mineral water, which had national presence, and the sale

was to the tune of approximately one hundred thousand cases valued at about

Rs.60 lacs.

MANUFACTURING

A quick look at Bisleri's manufacturing reach indicates that it is represented

across the country North accounts for 35% of sales for the industry, West

accounts for 30%, South 20% and the East 15%.

In order to be available in untapped areas Bisleri has setup 16 plants located all

over the country - three-fourths of which are company owned. The balance is

run by franchisees. Bisleri has 5 plants in the North, 5 in the West- two of which

were setup in the last year at Ahmedabad and Surat, 4 in the South and 2 in the

East. The company has bottling units located in Chennai, Bangalore, Goa,

Calcutta, Mumbai, Delhi, Jaipur, Uttar Pradesh, Punjab, Indore and Nepal. The


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new plants are being set up in states like Kerala, Orissa, Bihar and North

Eastern States, which hitherto have been unexplored by the company.

It is also changing its production strategy and shifting to a 10-hr production

schedule with sudden increase in demand planned to be met by additional

production.

Bisleri has planned to expand its operations by investing Rs.60 crores in the

upgradation of facilities. The 120-bottles per minute (BPM) capacity of the 16

units across the country will be increased to 240 BPM.

Conscious of the environmental implications of its PET bottles, the company is

to set up recycling plants at Delhi and Chennai, each with an outlay of Rs.50m.

These will process 500 kg of PET per hour. The processed material will be an

input for polyester yarn manufacturers. In centers other than Delhi and Chennai,

the company will set up crushing units to crush the used PET bottles.

The company's expansion plans will see its water bottling capacity go up from

the present 400 million liters to 500 million liters. Parle Bisleri Limited (PBL) is

planning to invest Rs 200 crores to increase its bottling capacity and double its

turnover. The expansion will also increase the number of company's bottling

plants from 16 at present, to 25. The company will set up all the new plants as

green field plants. It doesnt have any intentions to acquire any existing plants.

FACTS

Bottled drinking water samples of some top brandsBisleri (Parle Bisleri Pvt.

Ltd.), Bailley (Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt.

Ltd.), Kinley (Hindustan Coca Cola Beverage Pvt.

Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which

were being sold and manufactured in Mumbai and nearby areas like Pune and

Daman, were purchased randomly. All the samples were purchased from retail


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outlets in the market and from railway station and were checked for proper seal,

date of manufacture and batch number.

Even the top brands, which claim to use treatment methods like purification

filtration, activated carbon filtration, demineralization and reverse osmosis were

found to contain residues of pesticides. It might be due to the reason that the

manufacturers may be by-passing the raw water after partial treatment and

remixing it with the fully treated stream so as to cut down the cost of treatment.

On the basis of the results different brands can be rated in terms of total organ

chlorine and organ phosphorus pesticides from least to most contaminated as-

Aquafina Macblue

Bailley Kinley

Seagull Sheetal

Bisleri Brilliant

Bally Apurva


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RESEARCH METHODOLOGY

Definition of Research:

The word research is derived from the Latin word meaning to know. It is a

systematic and a replicable process which identifies and defines problems,

within specified boundaries. It employs well designed method to collect the data

and analyses the results. It disseminates the findings to contribute to generalize

able knowledge.

The five characteristics of research are:

I. Systematic problem solving which identifies variables and testsrelationships between them

II. Logical, so procedures can be duplicated or understood by othersIII. Empirical, so decisions are based on data collectedIV. Reductive, so it investigates a small sample which can be generalized to a

larger population

V. Replicable, so others may test the findings by repeating it


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Research Methodology:-

The research conducted by Exploratory Research this type of research is

Qualitative and Quantitative.

Qualitative refers to the characters of the data or process by which the data are

gathered.

The research process consists of a series of closely related activities. Why a

research study has been undertaken. Why a research study has been undertaken,

how the research problem has been defined, in what way and why the

hypothesis has been formulated, what data has been collected and what

particular method has been adopted and a host of similar other question are

usually answered when we talk of research methodology concerning a research

problem or study.

Sampling:-

The data was to be collected only from the Consumers and Retailers. A

questionnaire was prepared and interviewing with Retailers and Consumers.

A decision has to be taken concerning a sample unit before selecting the number

of samples. It may be geographical as well as individual.

Size of Sample:-

This refers the number of items (Outlets) to be selected from the finite universe

to constitute a sample size. The survey was conducted of 50 outlets in Delhi


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RESEARCH DESIGN

MEANING OF RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem

is the preparation of the design of the research project, popularly known as the

research design. Decisions regarding what, where, when, how much by what

means concerning an inquiry or a research study constitute a research design.A research design is the arrangement of conditions for collection and analysis

of data in manner that aims to combine relevance to the research purpose with

economy in procedure. In fact, the research design is the conceptual structure

within which research is conducted; it constitutes the blueprint for the

collection, measurement and analysis of data. As such the design includes on

outline of what the researcher will do from writing the hypothesis and its

operational implications to the final analysis of data. More explicitly, the design

decisions happen to be in respect of :

at will be the sample design ?


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TOOLS AND INSTRUMENTS USED FOR THE STUDY

It is necessary for a researcher to define conceptual structure which research

would be conducted. The function of research design is to provide for the

collection of relevant evidence with minimal expenditure of efforts, time and

money.

The means of obtaining the information is through :

a) Primary data like questionnaire and mock interview.

b) Secondary data like magzines, news paper and net etc.

PROCEDURE OF DATA COLLECTION

Data compilation is an intermediate stage between data collection and analysis.

Data compilation involves classification and summarization in order to makedata amenable to analysis.

In dealing with any problem, once the sample has been selected the data must

be collected from the sample population. There are several ways of collecting

appropriate data which differ considerably in context of money cost, time and

other resources. They can be broadly classified in to two categories.


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Two sources to collect data are namely:

1. Primary Source

2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA

The Primary Data that I collected were the first hand information which I

received through personal interviews with the consumers and through

questionnaires. This data gave the most vital information for making my

analysis of the prevailing purchasing behavior of the consumers.

QUESTIONNAIRE TECHNIQUE

The method of collecting data mailing and personally distributing questionnaire

to the respondents is the most extensively employed technique in various

economical surveys. This method is quit popular, particularly in case of big

inquiries. A typical questionnaire consists of a number of questions arranged

and printed in definite order on a form or a set of forms. The questionnaire is

given to the respondents who are expected to read and understand the questions

and write the response in the given space meant for the purpose in the

questionnaire.

Mock interviews

Mock interviews are basically just to save the time of both the respondents and

the researcher and along with this, it is assumed as a best means for collecting


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data where respondents are not so literate to answer to question tailored in the

questionnaire.

SECONDARY SOURCE OF DATA COLLECTION

Secondary Data involved in my research were the information that I collected

through the various broachers and pamphlets of the company which were

provided to me during the analysis.

RESEARCH DESIGN :

The research design which has been used in the project report is descriptive in

nature.

SAMPLE DESIGN:

The sample design which has been use in this project report is simple random

sampling.

SAMPLING UNIT :

A decision has to be taken concerning a sample unit before selecting the number

of samples. It may be geographical as well as individual. Here Delhi region has

been taken as a geographical unit and retailers as an individual unit.

SIZE OF SAMPLE:

This refers the number of items (Outlets) to be selected from the finite universe

to constitute a sample size. The survey was conducted of 50 outlets.


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RESULT

AND

DISCUSSION

FINDINGS

The following findings are obtained and are based on primary data:-

1. Which brand of bottle water do you sale more?

2. The brand customer prefer more:

3. Why do you prefer to sell this particular Brand?

4. On what basis customer prefer to purchase?

5. Do you get any customer complaints for Bisleri?


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6. Are your suggestions considered by Bisleri?

7. On what basis you motivate a customer to purchase a particular Brand?


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SWOT ANALYSIS

STRENGTHS

Old and famous brand name

Better packaging

Effective distribution network

Famous as pure & safe among consumer

Good product mix

Frequent quality checking

Better management

Give regular follow up to distributor

Indian image


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Better sales force

Sponsoring various culturalprogram

Good intcentives to dealer

WEAKNESS

one liter packs which accounted for 50% of the companys turnover has come

down to 30 %. The two-liter packs, which have practically disappeared from the

shelves, have come down from 20 % to 5 %. The growth has come from the 500

ml and the five-liter category, which account for 15 per cent and 36 per cent of

turnover respectively.

Earlier, Bisleri was selling at a premium of Rs.12 for the same size. But

beginning last year, it has been selling its one- liter bottles at Rs.15 each. Aqua

Minerals attributes the Price slashing to retailer margins being on the higher

side earlier.

The competitive Rs.15 price tag has been working well for the brand.

In what could be a masterstroke, Aqua Minerals is testing out the possibility of

mass marketing 20-litre Bisleri bottles for an MRP of Rs.40. That works out to

Rs.2 a liter. If the logistics, manufacturing and distribution do fall in place, it

could change the face of the purified water market for keeps.


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OPPORTUNITIES

So far, bisleri has not used the franchising route very aggressively unlike Parle

Agros Bailley which has grown very fast using this route. He has around six

franchisees in Mumbai, Delhi, Chennai, Bangalore, Goa and Rajasthan. We

shunned this route so far because in most areas where we had no presence, it

was imperative that we did it ourselves. Now for further expansion we can

afford to use the franchisee route.

THREATS

Bisleri will be taking the packs back and refilling them. But the packs cannot be

sterilized since the material used is PET and cannot withstand high temperature.

So how can he ensure purity?

Strategy to counter threats and others?

We subject the bottles to chlorine washes, hot water washes and ozone washes

before we refill the bottles.

The company is betting on the home segment. The reason being that filters and

water purifiers also need to be cleaned periodically and still do not guarantee

absolutely clean water. In order to service this segment, the five liter packs are

being pushed through the route of fat dealers (wholesale dealers) who are

retailers as well as stockiest and serve as supply points from where customers

can pick up the required quota. In future, consumers will be able to call the fat

dealer and place orders for home delivery of the five-liter pack. The company

has so far appointed 180 such dealers. This is a high turnover, low-margin


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retailer who does not keep a store but serves a similar purpose with other items

such as rice or wheat.

CONCLUSION

Bisleri have developed 8 unique pack sizes to suit the need of every individual.

It is also present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are

the non-returnable packs & 5L, 20L which are the returnable packs.

The soft target Selling bottled water requires constantly expanding the market.The company should also target the market for soft drinks. All the soft drinks

addresses three issues: fun, thirst and refreshment followed by status to some

degree. The thirst and the status value of the mineral water are well accepted.

There is very little the mineral water brands can do to add the fun element

around the product. Again here, it becomes important for the company to have a

good distribution network. It should be understood that if the mineral water is

easily available everywhere then it can be said with confidence that it would be

able to replace the soft drinks as thirst quencher. If we try and look at the

reasons that why consumers buy soft drinks as thirst quenchers: we would find

the answer as that either water is not available or if it is available then safety is

not assured. Therefore, backed by a good distribution network mineral water

industry can grow at a rapid rate.


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RECOMMENDATIONS

ll provide the required ground

to establish the authenticity to the product.

airports where upper class group visits, as they are the potential customers.

Place like departmental stores, petrol pumps and super bazaars can also be

considered.

show to bring about the difference between mineral water and filter/purified

water and to tell the people how mineral water is more hygienic than filtered

water/purified water.

water would cost less and benefit more, because people using purifier system

cost too much.


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LIMITATIONS

A small segment of the market has been covered for the research purpose, so

the conclusion cannot be generalized.

The data collected cannot be free from errors, since some of the respondents

failed to give correct information.

Study accuracy totally based upon the respondents response.

Stipulated short span of time for doing research.


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BIBLIOGRAPHY

-

Philip Kotler

-

Bisleri 2007

India Today Annual Addition 2008

Business Today,

Business World August 2008

www.bisleri.com

www.discovery.com

www.google.com


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QUESTIONNAIRE

1. Which brand of water bottle you sale?

a. Kingfisher.

b. Kinley.

c. Aquafina.

d. Bisleri.

e. Others.

2. The brand customer prefer more:

a. Kingfisher.

b. Kinley.

c. Aquafina.

d. Bisleri.

e. Others.

3. Why do you prefer to sell this particular brand?

a. Availability.


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b. Cust. Demand.

c. Quality.

d. Profit Margin.

4. On what basis customer prefer to purchase mineral water?

a. Brand.

b. Quality.

c. Price.

d. Availabilty.

5. Do you get any customer complaints for Bisleri?

a. yes

b. no.

6. Are your suggestions considered by the company?

a. Yes

b. No.

7. On what basis you motivate a customer to purchase a particular brand?

a. Quality.


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b. Price.

c. Brand

d. Availabitliy.

8. When a customer talk of mineral water, which brand comes into his mind?

a. Kingfisher.

b. Kinley.

c. Aquafina.

d. Bisleri.

e. Others.

bisleri test

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