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INTRODUCTION


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Founder Felice Bisleri

An Italian entrepreneur

In 1967 Bisleri set up a plant in Mumba i

1969 Bisleri Ltd

Bisleri was synonymous with branded water marketin early 1990 s.

Later 1990 s many international brands wereplanning to enter in mineral water market .


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M r. R am esh Ch ua han is a person who took Bisleri to new achievement .

Joined Bisleri in 1995 and expand Bislerimultiplied 20 times in 10 years with an averagegrowth of 40% .

Believes in integrity , leadership , teamwork, co-operation, quality, passion, openness andtransparency .

MR. RAMESH CHUAHAN


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INTRODUCTION OF

PACKED WATER


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O ne of the fastest growing, competitive

industries in India.

Market comprises of two segments:

P ack ag ed dri nki ng wat er :- W ater from anysources which is treated for consumption

N atu r a l M i ner a l wat er :- D rawn from anatural underground source


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M ANUFACTURINGPROCESS


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PRODUCT M IX


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V edicaHIMA LYA, NE V IAN, VO LV IC

Mountain water Mineral water

20L , 5L, 2L,1.5L,1L,500ml,250ml bottles,250ml cups


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PACKAGING


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Bottles are fed by an a ir co nveyor from the blowi ng un i t directly into the in-feed of the RFC . Bisleri RFC equ ipment is neck run and it boasts of a mono block unit,which means that every bottle is held by the n

eck automatically while being i nver t ed, ri nsed an d spr ayed with ozonat ed w at er at 2 B ar press ure . After draining, thebottles are re-inverted and transferred to the filler . At the

filler these bottles are straightened up and gradually lifted tothe filling valves which open only when a bottle is placedunder them . Filling is then done syst emat ica lly t hro ug hg r av i t y.

Filling


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Here ozonat ed-w at er ri nsed c aps are screwed on thebottle with un ifor m t orq ue.

Bisleri water is ozonated all product contact parts areof 3 16L g r ade s ta i n less s t eel and the r ubb er p a r t s areof E PD M . (All components are water lubricated abovethe table top .)

Capp ing


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All Bisleri bottles are labeled on a ho t mel t reel feed BO PP l ab eli ng ma chi ne.

T his machine allows each individual bottles to bespaced out and fed to the labeling station whereprecisely cut labels with a strip of hot melt glue at theleadi ng an d t r a ili ng ed g e, g et rolled a ro un d t hebott le.

Labe lling


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Bottles go through an online check where qualifiedpersonnel inspect each bottle for any leaks or breakages .

Qu ality Check


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B ISLERI M ARKET


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4 P S OF B ISLERI


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Segment Price

P opul a r

Bisleri 2 50ml 3 .00Bisleri 500ml 5.00Bisleri 1.2 liters 12.00

Bulk

Bisleri 5 liters 2 5.00Bisleri 20 liters 60 .00

Prod u ct & p r ice


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Place

R estaurants & hotelsLarge shops & commercialcomplexesHomes

Promo tio n

T emper proof sealT rendy packagingLaunch new ad campaign play Safe


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M ARKETING STRATEGY


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D ecided to penetrate every possible market by introducingmore pack sizes with trendy packaging .

Launched 1.2 litre pack in 2000 at R s12 with view of replacing its 1 liter bottle .

Planned to spent margin resulting out from sale of its 1.2liter on advertising and marketing .

Launched 300ml cup targeted at marriages and convention

Introduced hexagonal flat-sleeved bottle .


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4 PILLARS


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T ar ge t m ar ke t

R estaurants & hotelsLarge shops & commercial complexes

Homes

Cus tom e r nee d

Pure & safe water Easy to carry


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Integr ated m ar ke tT rendy packaging

Ad campaign

Prof itab ility

Launched 1.2 litre pack Making Bisleri 10 billion brand


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POSITIONING


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Bisleri position their product on the purity platform

Launch an ad campaign P ure A nd S a fe

Sept 2000 shift in positioning from Pure and safe to P l aysa fe

People consume mineral water not for mineral but for safetysaid by Chauhan .


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PERCEPTUAL M AP


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bisleri 31IRREGULAR

REGULAR

ECONOMIC EXPENSIVE

Bisleri- 250ml, 500ml, 1.2lt

Bisleri- 5lt & 20lt


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SWOT ANALYSIS


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ST RENG T HS

Ma rket le ad er.

Bulk m a rket.

W EAKNESS

D istribution ch a nnels.

D ecre a se in m a rket sh a re.


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O PP UR T UN ITI ES

By 2003 water market would grow at the cost of soft drink market .

T HREA T S

Increasing market share of Kinley and Aquafina .


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FORTH-COM ING

PRODUCTS


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FLOVER DRINKING WATER

ENERGY DRINK

REFRESHMENT DRINKS


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WASTE M

ANAGE M

ENT


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PolyethyleneTerephthalate, commonly

known as PET,is a non-biodegradable plastic used to package drinking water,carbonated drinks and

juices

P e t


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Aside from trying to get rid of plastic, creating it can be costlyto the environment as well . It takes large amounts of chemical

pollutants


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M r . Cha u ha n s tep s inHe Built Up A Partnership W ith R agPickers

Announced Attractive Prices For Pet

Garbage

Commissioned Collection Centre

Purchased About 5000 Kg Every Month

Processed It And Sold It T o CompaniesLike R eliance Industries .


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B EST OUT OF WASTE


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PET waste can be recycled into

CarpetsCar PartsFabrics

Fiberfil (For Products Like Pillows And Jackets )

PET can be used for roads where the recycled plastic is

mixed with asphalt .

T he PET powder enhances the bonding ability of asphaltwhich strengthens the roads


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THANK

YOU

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