BISLERI IS IT STILL A BRAND?

GROUP 8B
KAUTUK DEVA 2016151
RASHI MITTAL 2016170
RATHAN B V 2016171
MANISHA NORONHA 2016217
SIDDHARTH MERTIA - 2016239
 1967 2006
Setup 1991 Branding changed from Blue
operations in Launch of to Green
India Bisleri jar Launch of Mountain water

1969 1993
Bisleri brand Soft drink
bought by business was
Parle Exports sold to Coca
Cola
BOTTLED WATER MARKET:
MARKET OF APPROXIMATELY 2000 CR WITH A GROWTH RATE OF 22%

MAJOR COMPETITORS: KINLEY, AQUAFINA, HIMALAYAN, QUA

BISLERI
REVENUE OF 15.2 CR IN 2016
22 MANUFACTURING LOCATIONS, 13 FRANCHISES AND 58 CONTRACT PACKERS
MAJOR PRODUCTS: BISLERI, VEDICA, BISLERI SODA, BISLERI POP & URZZA
 LIFESTYLE SKU

Bulk
Retail consumption
Packaged Mineral market
Drinking consumption (House hold
Water (85%) Water (15%) market & institutional
market)

High Growth Moderate Growth High Growth

High Growth
> Disposable > Foreign Tourist > Unavailability of
Arrivals > Increased tourism water (loss of faith
income
> Expatriates > Increase in urban on appliances)
> Health & safety middle class
> Restricted to population > Increased
> Domestic tourism urban consumers domestic migration
 Packaged Mineral Water Retail Bulk
Drinking Water Consumption Consumption

Losing its market Himalayan is the

share market leader in Accounts for about Bisleri is the market
commoditized this segment 35% of Bisleris leader in this
product followed by Bisleri revenue segment
Vedica

Kinley and Entry of national Aquafina and Accounts for about

Aquafina are and international Kinley have higher 65% of total
gaining on account brands giving market shares in revenue, planning
of larger tough competition this segment to increase it to
distribution network 80%
 Lesser production units
Weaker distribution channel compared to competitors
resulting in lesser availability

Lack of point of
Meek marketing promotion
differentiation
 Water being a homogeneous commodity, product differentiation on basis of quality became difficult. Hence packaging
and advertisements were the only ways to differentiate products in the minds of the consumers

Bisleri changed positioning from PURE AND SAFE to PLAY SAFE

PLAY SAFE AD campaigns

o Tamper proof seals
o Bottle design- ring shaped bottles to hexagonal flat-sleeved bottles
o Labeling- Changed from horizontal to vertical

Campaign primarily targeted youth- by means of conveying social message

Since the campaign was created to target the youth, it would lose out on other segments. Hence brand communication
through print ads and TV campaigns should be more family oriented
Improving distribution network
Business being commoditized in nature, wider distribution network have advantage

Exclusive tie ups with fast food chains

Tie up with KFC, Mcdonalds among others to generate new avenues for sales

Test market for sparkling water

Capitalize on health conscious attitude by introducing a substitute for carbonated drinks

Improving the communication strategy

Bisleri must be appealing to all section of audiences

Subscription of bulk packs for household and commercial usage

Would help in creating steady demand for Bisleri
 REFERENCES

HTTPS://WWW.TOFLER.IN/PARLE-BISLERI-PRIVATE-
LIMITED/COMPANY/U15540MH1983PTC029767
HTTP://TIMESOFINDIA.INDIATIMES.COM/BUSINESS/INDIA-BUSINESS/COCA-COLA-INDIA-TO-
REVAMP-KINLEY-FOR-MORE-SHARE/ARTICLESHOW/45041532.CMS
HTTP://WWW.HINDUSTANTIMES.COM/BUSINESS-NEWS/FOOD-REGULATOR-CRACKS-THE-
WHIP-ON-AQUAFINA-BISLERI-KINLEY-OTHERS/STORY-2UYVULLYQAFBJSIIMIFWPN.HTML
HTTP://CENSUSINDIA.GOV.IN/CENSUS_AND_YOU/MIGRATIONS.ASPX
HTTP://WWW.ICMRINDIA.ORG/FREE%20RESOURCES/CASESTUDIES/REINVENTING-
BISLERI2.HTM
THANK YOU