https://www.youtube.com/watch?v=hOykhxV1nAU

By:Komal BakshiKhushboo VishnaniKunal MadanPavan GautamRavi BalyanRohit Mohan

Growth Reasons

– Higher Disposable Income

Affordable Price

Importance of Hygiene

Increased Avalability

Parle's Bisleri

Coca Cola Kinley

PepsiCo Aqua Fina

Manikchand Oxyrich

Parle Agro Bailley

Rail Neer

Himalaya

Major Players In Packaged Water Industry

• A Italian origin company by Signor Felice who first bought the idea of selling bottle water in india.

• Mineral water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965.

• Parle bought over Bisleri in India In 1969.

• Currently 54 bottling plants , 9 plants are company owned & rest are franchisee or contract packers.

Introduction to Bisleri

• Company put through multiple stages of purification, ozonised & finally packed for consumption.

• Company commitment to offer every Indian pure & clean drinking water from office desk to home kitchen

• The company is growing at rate of 36% & is targeting a growth rate of 40% by 2012.

Executive summary

Vision Its vision is to be the dominant player in the branded water business where the second player is less than 20% of its business.

Mission “To provide the highest quality product, keeping in mind all aspect including freshness purity and safety and making it easy available to the consumer at very affordable price.”

Product Variations

• Print-and-TV campaign– PLAY SAFE– The Sweet taste of Purity– Bisleri The Mountain Water– Bisleri bottle falling from mountain

• Safety feature - tamper proof seals.

• Weakness of conventionally sealed bottles -"breakaway" seal

• Shelf space at retail stores.

Promotion

SEGMENT  COMPANY  BRAND  PACKS  PRICE (Rs)

Popular        

 Parle Bisleri

 

 Bisleri   

 250 ml  6

 500 ml  10

 1 litre  18

Bulk  

 Parle Bisleri  Bisleri  5 litres  55

 Parle Bisleri  Bisleri  20 litres  90

PRICE

• The branding and segmentation of Bisleri is very strong as it cover household to big hotels.

• Geographic City Size: Mostly Major Cities & Sub Metros Climate:Hot & Humid

• Psychographic Lifestyle:Travel Freak Personality:Health Conscious

• Demographic Family Size: Mostly Individual & also Families Corporate

Segmentation

• To target the customer Bisleri launched different product line with different prices and different size of bottles.

• Price of the Bottle is such that can be affordable to the all segments

• Company planning to target more towards lower segment with the introduction of small pet glasses.

Targeting

Positioning

• Bisleri position their product on the purity platform

• Launch an ad campaign Pure And Safe • Sept 2000 shift in positioning from Pure and

safe to Play safe• People consume mineral water not for mineral

but for safety

SWOT AnalysisSTRENGHTS

Nearly 60% share in market.. Well established distribution channel. Initiaters advantage. Brand recognisation. Only company in 1.5ltr segment. Best quality product accepted. Number Of Variants- Bisleri is available in

a large number of variants which makes it consumer friendly as per their requirement.

WEAKNESSES Highly priced products. High costs of production. Distributers reluctant to change. Awareness-The customer are not aware of

the 7 stage purifying process of Bisleri and the added minerals which are available.

OPPORTUNITIES Growing Indian packaged drinking water

market. Expected to cross 1100 crore mark. Scarcity-The metropolitans and big cities

have a scarcity of pure drinking water which Bisleri can cater.

Increase in production.

THREATS Nearly 200 brands in this sector. Many new players entering market. Competitors ability to invest. Eg-Pepsi and

coke. Price sensitive customer-People focus more

on low price. Increasing Duplicity-The duplicity in the

market is rising inspiteof steps taken by the management.

https://www.youtube.com/watch?v=zl_KdlXoSzg

Competitors Analysis

• The company has maintained its position over the years and still remains a market leader with a market share of 38.5% whereas Kinley has a market share of 21% only and Aquafina covers only 14%

• Kinley has a cost price of manufacturing a bottle up to Rs 12.25 and it sells the bottles for Rs. 14/15 which gives it a profit margin of Rs 1.75/2.75. Whereas, Bisleri has a profit margin of Rs 2 as its cost price is Rs 10 and the selling price is Rs 12. Aquafina on the other hand earns a profit margin of Rs 2 with cost price as Rs 8 and selling price as Rs 10.

• Bisleri has total 55 plants, while competitors Kinley having 16 plants and Aquafina with 11 plants.

Market Sizing Strategies

• Bisleri uses competitor price strategy to get the market. As Bisleri has the first mover advantage and the market is full of competition so they decide to increase the advertising expenses for ad campaign.

• The present strategy of Bisleri involves targeting the bulk water segment, pricing competitively, strengthen distribution, innovate on packaging and product line extension.

•  Bottom Up Approach  Knowing customers profile. How much & how often they purchase Bisleri? How many potential customers do you have in the market based on

your customer profiles? How can you reach them?

•  Cluster Analysis Bisleri identifies key segments in the population that are more likely

to purchase their products than the average consumers. Knowing in which clusters people reside provides a reasonable means of understanding and predicting how they will behave

Understanding which clusters are more likely than others to purchase allows better targeting

Distribution Levels

• Bisleri has a very strong distribution network, which makes it reach out to almost all the region in the country, company has about 350000 outlets across the country.

• The Bisleri uses three level of distribution channel as it consists of wholesalers, dealers and retail shops.

• Bisleri has 52 bottling plants across India and works on its dual-distribution strategy to gain competitive advantage.

• On a national level, there are 2,000 trucks on call for Bisleri, while the number of trucks averages 300 and 250 in the Mumbai and Delhi market alone.

• Everyday, nearly 5,000 delivery vans drive out of these 52 strategically located Bisleri bottling plants carrying over 1 million units of pure, sweet drinking water to replenish the stocks of 2,500 distributors and nearly 600,000 retail outlets

• Through distributors it also goes to the institutional buyers or orders over internet.

• The company has used its own fleet of about 2000 trucks to manage the distribution network.

Diversity in channel

Distribution ChhanelMANUFACTURING PLANTMANUFACTURING PLANT

COMPANY WAREHOUSECOMPANY WAREHOUSE INSTITUTIONAL BUYERS/ORDERS OVER

INTERNET

INSTITUTIONAL BUYERS/ORDERS OVER

INTERNET

TRUCKSTRUCKS

DISTRIBUTORSDISTRIBUTORS INSTITUTIONAL BUYERS/SEASONAL PARTY

ORDERS

INSTITUTIONAL BUYERS/SEASONAL PARTY

ORDERS

ROU

TE SELLIN

GRO

UTE

SELLING

RETAILERSRETAILERS

CUSTOMERSCUSTOMERS

Budget & action plan

The marketing budget will be about Rs 50 crore this year, a big step up from an almost non existent budget last year to protect its market leadership. This is a sign that competition from the likes of Aquafina, Kinley and Mount Everest is intensifying. The management hopes, all these initiatives, will help pump up the sales growth from 22% to 35% this year.

• When you talk of mineral water, what brands come to your mind?

35%

20%

25%

15% 5% Bisleri

Aquafina

Kingfisher

Kinley

Others

THANK YOU