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Bisleri

Value generation at
marketing channels
Objectives
• To understand the entire distribution channel of Bisleri
specifically in Delhi.
• To study the delivery system of Bisleri and its effectiveness in
being efficient in water supply.
• To study the process of the flow of water, its distribution and
logistics from the manufacturer to the end consumer.
• To study the targets and the expectations of the company
from the distributors and the retailers and whether they are
met or no.
• To identify the value generation done in the marketing
channel both at the supply side and at the demand side and
specify the generic channel outputs.
• To compare bisleri’s marketing channel with competitors as
a source of competitive advantage.
FINDINGS
• They have about 15 own plants and about 8 – 10
franchise factories.

• 8 unique pack sizes have been developed

• Their target market segment is health conscious


people and their positioning is safe water.
Their Supply Chain and Distribution
Network

Hotels,
Hospitals,
Restaurants
Plastic Bottles etc.
(Agents)
Factories

Cartons Retailers Retailers Customers


Franchise
Factories
Stickers
Distributors
Customer
Their Supply Chain and Distribution Network
s
Retailer Hotels, Hospitals,
Restaurants etc.

s
Retailers

Water
Inspection Sealing Shipping Billing
processing
Critical Evaluation
• Brand image : synonymous with mineral water
• Multiple channels to serve different customers
• Higher penetration : wide reach through
extensive distribution
• High level of customer satisfaction in case of
Direct selling.
• Simply and short supply chain with few
intermediaries
• Encouraging channel members : targets and
intermediaries
• Timely delivery
• Convenient payment terms
• Exclusive-Agency Driven Distribution Model :
not followed by distributors which is harmful
for the brand.
• Targeting and segmentation
1. Comes 7 Different sizes
2. Variants like Vedica introduced
Some Distributors we visited!!
RECOMMENDATIONS
• Keep a check on distributors to control
duplicity
• Create awareness about unhealthy local
brands and their non hygiene
• Curb unhealthy competition among
distributors
• Be stricter about targets
• Timely replacement of jars
• Well defined mechanism for fixing the margins
SOURCES OF SECONDARY DATA

 
Sources of secondary data are as follows: 

• www.bisleri.com
• www.icmrindia.org
• www.economictimes.indiatimes.com
• www.business-standard.com
• www.autostream.com
Thank you

Prepared by
Kantika Gupta ( 191142)
Sonam Arora (191176)
Shikha Ghai (191173)
Saif Khan (191167)
FMG 19 C

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