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