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Chapter 1
INTRODUCTION
(1.1) OBJECTIVE
Through this project my objective has been to understand the following:
To know about the current scenario of bottle water market.
The reasons for a stunted growth in the package drinking water brand
To know how the brand BISLERI still rules the bottle water market
To know the marketing strategies applied by BISLERI, its manufacturing process its 4 Ps etc
and what is its impact on the consumers
To understand and realize the needs and wants of consumers and how to fulfill them
Finally I carried out a survey to find out which is the most preferred brand by the people &
the survey was carried on in south Mumbai especially in areas like Charni Road, Church gate
and Colaba.






(1.2) SCOPE
This project helps us to understand the packaged water industry in detail. It also shows us the
growth of BISLERI as a brand and its consistent performance all these years. It also elaborates
on various group of people using mineral water in day to day life and shows their liking towards
a particular brand through an analytical survey.
Moreover, this project helped me to understand the concept and the manufacturing process of
BISLERI and also their marketing strategies along with their future plans of expansion.



2



(1.3) LIMITATIONS
1) This project was made on the basis of both Primary as well as Secondary data whereby I
interacted with various college students and office going people. But, I also personally wanted to
visit the BISLERI plant as I would have gotten a firsthand experience to see the whole
manufacturing process and how the water is purified and then packed.


2) That couldnt be done as the Marketing Manager was not available and concerned authorities did
not permit me to carry out my survey at the BISLERI plant.


3) Due to time constraint the survey was conducted only in few areas among a few students and
people in the south Mumbai region.











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Chapter 2
PACKAGE DRINKING WATER
(2.1) How is bottle water different from tap water?

Consistent quality and taste are two of the principal differences between bottled water and tap
water. While bottled water originates from protected sources - largely from underground aquifers
and springs - tap water comes mostly from rivers and lakes.

Another factor to consider is the distance tap water must travel and what it goes through before
it reaches the tap. In compliance with international regulations, bottled water is sealed and
packaged in sanitary containers. If a bottled water product is found to be substandard, it can be
recalled. This cant happen in case of tap water.

According to regulations in the US, when bottled water is sourced from a community water
system the product label must state so clearly. However, if the water is subject to distillation, de
ionization or reverse osmosis, it can be categorized that way, and does not have to state on its
label that it is from a community water system or from a municipal source.

Processing methods such as reverse osmosis remove most chemical and microbiological
contaminants

(2.2) Competition

The bottled water industry has two other industries as its biggest competitors in from of Water
purifiers industry and the soft drinks industry. Though the water purifier industry should be
credited to have done the spadework, for setting up the foundation of bottled water industry but
still it acts as competitors especially in the household and institutional consumption market. So
the water purifier is a strong competitor in household and institutional market the soft drinks
market is a strong rather very strong competitor in the retail consumption market.

4


Bottled water became a product in the West during the 1920s and developed rapidly. Huge
market size, numerous local brands and controlled price mechanism are some of the features of
the market there. Consumers in the West are quality conscious and display brand loyalty. Indian
consumers lack on both the counts.

In Asia, Indonesia is the largest and the oldest market for bottled water. In India, bottled water is
still not perceived as a product for masses though; the scene is changing slowly thanks to low
pricing and aggressive marketing strategy adopted by new entrants. Some surveys show that
truck drivers on highways form a major chunk of bottled water drinkers. Penetration in rural
areas is another significant factor that is likely to play a key role in the development of the
bottled water trade.

In comparison to global standards Indias bottled water segment is largely unregulated. Safe
water is rated with a different yardstick in different countries. In India, the aspect has been
overlooked for long. Indian consumers tend to believe that any bottled water is safe water. This
may not be the case.















5

(2.3) Types of Bottled Water

There are several different varieties of bottled water. The product may be labeled as bottled
water, drinking water or any of the following terms.

Artesian Well Water: Bottled water from a well that taps a confined aquifer (a water bearing
underground layer of rock or sand) in which the water level stands at some height above the top
of the aquifer.

Drinking Water: Drinking water is another name for bottled water. Accordingly drinking water
is water that is sold for human consumption in sanitary containers and contains no added
sweeteners or chemical additives (other than flavors, extracts or essences). It must be calorie-free
and sugar- free, Flavors, extracts or essences may be added to drinking water, but they must
comprise less than one-percent- by weight of the final product or the product will be considered
a soft drink.

Mineral Water: Bottled water containing not less than 250 parts per million total dissolved
solids may be labeled as mineral water. Mineral water is distinguished from other types of
bottled water by its constant level and relative proportions of mineral and trace elements at the
point of emergence from the source. No mineral can be added to this product.

Purified Water: Water that has been produced by distillation, deionization, reverse osmosis or
other suitable process can be labeled as purified bottled water. Other suitable product names for
bottled water treated by one of the above processes may include distilled water if it is produced
by distillation, de-ionized water if the water is produced by deionization, or reverse osmosis
water if the process used is reverse osmosis.

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Sparkling Water: Water that after treatment and possible replacement with carbon dioxide
contains the same amount of carbon dioxide that it had at emergence from the source.

Spring Water: Bottled water derived from an underground formation from which water flows
naturally to the surface of the earth. Spring water must be collected only at the spring or through
a borehole tapping the underground formation finding the spring.

Well Water: Bottled water from a hole bored drilled or otherwise constructed in the ground,
which taps the water of an aquifer.

(2.4) Growth in Bottle Water Industries

It was in 1967 that BISLERI set up a bottling plant for manufacturing and marketing its
mineral water, which failed badly.
In 1968-69 the brand BISLERI was sold to the Parle group by the Italian company,
Parle group launched BISLERI soda and mineral water, but again the concept failed as
the Indian customer was not ready to buy water in bottled form.
The market remained dormant for the next two decades (i.e. from 1970 to 1990) the
market throughout this period was formed mainly by the premium segment like five- star
hotels.
In the early 1990s was the onset of liberalization policy, and sell-off of major soft
drinks brands, BISLERI was compelled to test the waters again.
Today the demand of bottled water is increasing at a much higher rate that of carbonated
soft drinks. The market size of bottled water too is expected to surpass the size of soft
drinks market in near future. HLL, which too has identified the bottled water as a growth
area of future, is presently looking or some suitable brand for acquisition. Britannia too
evinced some initial interest in the market but now seems to have postponed its plans.

7

The existing players too are set to expand their distribution network to have their
presence across the country.
The market is also expected to undergo a major consolidation phase. As one of the major
factors that are important for success in the market is the distribution network, the
players with deep pockets are expected to go for acquisition of existing small regional
players to spread their network across the country. Already Coke has tied up with Yes
for manufacturing of its brands in areas where it doesnt have presence.

Though Coke and Pepsi have both, well established distribution network as well as
bottling & manufacturing plants, they seems to be at advantage but players like HLL and
Nestle with strong financial muscle can easily turn the tables in their favor through
acquisition route.

The following table shows the growth in the package drinking water industry

Year Growth rate
1996-97 3-4 %
1997-00 10 %
2000-02 50 %
2002-04 70 %
2004-09 90%



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The Growth rate has remained constant since 2009 and is growing even more every year
with Bisleri acquiring more than 36% market share.












0
10
20
30
40
50
60
70
80
90
1996-97 1997-00 2000-02 2002-04 2004-09
Series1

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Chapter 3
BISLERI
(3.1) Introduction
Western Express Highway in Mumbai has been the route to success for two well-known men.
One was the make-believe super biker cum thief Kabir aka John Abraham in the Bollywood flick
Dhoom; and the other is the crafty Ramesh Chauhan, who has masterminded the runaway
success of the Rs.500 crore bottled water brand, BISLERI in the country, from his 1st floor
office in the sparkling green aqua fill BISLERI building.
BISLERI was originally an Italian Company created by Signor Felice BISLERI who first
brought the idea of selling bottled water in India. BISLERI then was introduced in Mumbai in
glass bottles in two varieties bubbly & still in 1965. Parle bought over BISLERI (India) Ltd. in
1969 & started bottling Mineral water in glass bottles under the brand name BISLERI. Later
Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. Since
1995 Mr. Ramesh. J. Chauhan has started expanding BISLERI operations. In 2003 BISLERI
announced its venture to Europe.
For over 30 years, BISLERI has been the pioneer in the bottled water industry with its
innovations and an eye for perfection. And ever since it was established in 1969, BISLERI has
constantly searched for inspiration in nature.

(3.2) EXPANSION
Chauhan may be short, stocky and nearing 70, but his enthusiasm and vibrancy over the years
has not diminished an iota. After all, despite the entry of a slew of MNCs (including Coca- Cola
with KINLEY and PepsiCo with AQUAFINA and their cutting edge marketing gimmicks,
Chauhan has not lost his first mover advantage in the segment. He has been able to sustain and
grow his market share in the over Rs.2000 crore Indian bottled water mart. We have no
competitor. Our biggest competition is our own incompetence, he grins, describing how it is the
unorganized sector, which is presently walking away with the largest chunk of their potential

10

consumers. BISLERI claims 66% market share of the organized segment. If we were present
where the unorganized players are selling, they would not be there at all, grimaces Chauhan.


Under the leadership and vision of Mr. Ramesh J. Chauhan, BISLERI has undergone significant
expansion in their operations. The company has witnessed an exponential growth with their
turnover multiplying more than twenty times in a short span of 10 years. The average growth rate
over this period has been around 40% with BISLERI enjoying more than 60% of the market
share.
Currently BISLERI has 11 franchisees and 8 plants across India; with plans of setting up 4 new
plants on water industry in India which has made it
Synonymous to Mineral water and a household name. So naturally 'When you think of bottled
water, you think BISLERI'.

(3.3) BISLERI TODAY
BISLERI values its customers & therefore has developed 8 unique pack sizes to suit the need of
every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are
the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian
consumer has been offered BISLERI water, however in our effort to bring to you something
refreshingly new, we have introduced BISLERI Natural Mountain Water - water brought to you
from the foothills of the mountains situated in Himachal Pradesh. Hence our product range now
comprises of two variants: BISLERI with added minerals & BISLERI Mountain water

It is capturing its market in India as well as other continents. BISLERI has been no 1 and is
capturing Indian market by providing best quality over a period of long time. None of the water
products in line are able to compete with BISLERI and thus BISLERI stand unique in the
market.


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Bisleris commitment is to offer every Indian pure & clean drinking water. BISLER water is put
through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous
R&D & stringent quality controls has made BISLERI a market leader in the bottled water
segment.

BISLERIS endeavor to maintain strict quality controls each unit purchases performs & caps
only from approved vendors. BISLERI produces their own bottles in-house; & have recently
procured the latest world class state of the art machineries that puts them at par with International
standards. This has not only helped them improve packaging quality but has also reduced raw
material wastage & doubled production capacity. You can be rest assured that you are drinking
safe & pure water when you consume BISLERI. BISLERI is free of impurities & 100% safe.
Enjoy the Sweet taste of Purity !














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Chapter 4
Manufacturing Process
(4.1) Storing Of Water
The water is taken from the boring well and then is stored in huge tanks, BISLERI has 6 tanks of
50,000 litres each, and water is first taken from the boring well and stored in these tanks.

Tanks in which water is Stored




13






(4.2) 6 STAGES OF WATER TREATMENT PLANT:
1. OZONATION
2. FILTERATION
3. CARBON FILTERATION
4. RESERVE OSMOSIS SYSTEM
5. MICRO FILTERATION
6. OZONE TREATMENT

1) OZONATION:
The process of ozonation ensures that the water remains free from bacteria, so that the
water can have a longer life and the machine used for this process of ozonation is called
ozonator.

2) FILTERATION:
The process of filteration removes suspended particles from the water by sand filteration.


3) CARBON FILTERATION:
The stage of carbon filteration removes bad odour and colour from water and purifies it.

4) REVERSE OSMOSIS SYSTEM:

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This stage of reserve osmosis system controls all the dissolves solid particles and it
converts hard water into soft water.





5) MICRO FILTERATION:
Under this stage of micro filteration additional safety measures are taked to guarantee
purity of water. In this stage addition of mineral magnesium sulphate and potassium
bicarbonate is processed.

6) OZONE TREATMENT:
The ozone treatment increases the shelf life of water. To ensure mineral water is held safe free
from contamination, ultraviolet treatment and ozonisation process is carried out. Ozone is
unstable trivalent oxygen, a very powerful bactericide with no side effect, as it disintegrates into
oxygen within couple of hours. Sterilization effect of ozonised water continues even after water
is packaged, thereby ensuring safety of Mineral Water up to its final packing. To ensure high
quality of packing materials, components like caps and bottles are manufactured in-house from
resins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing is religiously
monitored at every stage. Testing source water, processing parameters, microbial quality,
packaging material integrity and finally, shelf life studies, forms an integral part of quality and
safety assurance plan.






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(4.3) BLOWING PROCESS
A small tube like plastic which is known as PRE-FORM is blown with the help of a machine
called SIDEL which has a temperature of about 80 to 90 degree Celsius, when this PRE-FORM
is put into the SIDEL machine it is blown up by its heat and turns out into a bottle in a specific
shape according to the mould plates available in the SIDEL machines which gives the bottles a
specific shape

PRE-FORM



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(4.4) BLOWING PLANT
The small tube made from plastic known as PRE-FORM; initially was manufactured but due to
hygienic reasons it was stopped and now it is got from outside and is out sourced. The SIDEL
machine is only used for blowing the empty bottles. Even the caps of the bottles are outsourced
as the manufacturing of the caps would involve a lot of time. So the SIDEL machine only helps
in the blowing of the bottle according to mould plates available in it which give it a perfect shape
and the PRE-FORM and the bottle caps are outsourced.

SIDEL


(4.5) FILLING PART

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Once the empty bottles are made and blown up the water is filled into it. The machine used for
filling the water in the blown bottle is called Dynathronic. The speed of this Dynathronic
machine is that in one minute 110 bottles can be filled.


There are 7 stages to the filling process; they are:
1) The bottle is sterilized with air pressure
2) Then the bottle is filled with water
3) The bottle is sealed with a cap
4) Labeling of the bottle takes place
5) All mandatory information such as marking the batch number, manufacturing date,
expiry date and MRP.
6) Inspection of the bottle such as checking, sealing, printing and filling.
7) Lastly the bottle is packed.







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Chapter 5
Marketing Mix
According to Philip kotler marketing mix is the mixture of controllable marketing variables
that the firm uses to pursue the sought level of sales in the targeted market
In simple words marketing mix is the combination of four basic elements / ingredients under one
head. The 4Ps ie Product, Place, Price, and Promotion.



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(5.1) PRODUCT
Types of products:
BISLERI values their customers & therefore have developed 8 unique pack sizes to suit the need
of every individual. They presently have 250ml cups, 250ml bottles, 500ml, 1L, 1.5L and 2L
which are the non-returnable packs & 5L, 20L which are the returnable packs.

Products Produced by BISLERI


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BISLERI with added Minerals BISLERI Mineral Water contains minerals such as magnesium
sulphate and potassium bicarbonate which are essential minerals for healthy living. They not
only maintain the pH balance of the body but also help in keeping you fit and energetic at all
times.

BISLERI Mountain Water
BISLERI Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal
nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', BISLERI
Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to
nature. BISLERI Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh
and is available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.

Himalayan Water The water that almost descends from the Gods:

The Himalayas, the abode of the Gods, where the earth meets the heavens and where in lies
nature's untouched bounty. White glaciers, snow-capped mountains and a plethora of exotic
herbs and other flora that have therapeutic properties. This is where you'll find a treasure trove of
hidden natural spring water that flows through natural purifying filters, mineral rich rocks and

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herbs from which it absorbs many healing properties. We bottle this pristine spring water directly
at source, at the foothills of the Himalayas.

And now the customers, will get every drop of purity, right here, in this bottle. BISLERI
Mountain Water is available in 500ml. bottles & 1 litre bottles.


QUALITY
In endeavor to maintain strict quality controls each unit purchases pre-forms & caps only from
approved vendors. BISLERI produces its own bottles in-house; they have recently procured the
latest world class state of the art machineries that put them at par with International standards.
This has not only helped BISLERI improve its packaging quality but has also reduced raw
material wastage & doubled production capacity. You can be rest assured that you are drinking
safe & pure water when you consume BISLERI. BISLERI is free of impurities & 100% safe.
Enjoy the Sweet taste of Purity!



Rigorous Research and Development and stringent quality controls have made BISLERI market
leaders in the bottled water segment. BISLERI has always been committed to offering every
Indian pure and clean drinking water. Hence BISLERI water is put through multiple stages of
purification, Ozonisation and is hygienically packed for final consumption.

The machines which are used for the blowing and filling of the bottles are also cleaned twice a
month. All the tanks are also cleaned by the use of chemicals.
There is an online monitoring system where the batches of bottles are shown and once the batch
crosses a certain limit, an alarm is heard. Everyday almost one lakh bottles are passed through

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the monitoring system. Moreover, in case there is a problem regarding the batch for example, the
cap seal of a particular bottle is not there or labeling is not done properly, the system records that
and immediately the production is halted. This is followed as per the Bureau Standards and if
any mistake occurs then the whole batch is discarded.
This shows that the whole batch is replaced and stopped which indicates high quality control.
Even practically every 2 days testing and sampling of the water and its bottles are done in the
market and in their Quality Department to check in case anything is wrong or not. In fact there is
a quality checker under the quality department for the final checking done of the water before it
is entered the market.
There is also a warehouse where the 20 litre bottles are kept for 48 hours to allow the ozone to
settle in it. This helps in prevention of any germs or harmful chemicals and also purifies the
water. The cost of quality undoubtedly is very efficiently taken care of in BISLERI, there are
times when the cost of quality increases i.e. in the rainy seasons the cost increases because the
water is purified twice than the normal seasons as sometimes the water might be dirty due to the
rains, bisleri doesnt take any risks and does not compromise with their quality.







Online Monitoring System



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DESIGN
Creativity: BISLERI has a separate creative department which promotes the different sizes of
the bottles. They have introduced new mountain water which is in hexagon shaped bottle and is a
new up gradation done by them. This helps in attracting new customers and creates a new
sensation in the market. Also 2 years ago a new soda bottle was introduced which was named as
BISLERI Fizzy bringing a huge demand among customers.
Moreover, the creative department has an expansion scheme which was introduced in October
2008 which was a compact and ideal gift for the customer. This includes a 20litre bottle, 2 fridge
bottles, 1.5 litre bottle and a 250 ml bottle with a fridge stand .This was experimented for a
month and which resulted in the lot of demand.


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Value Engineering is redesigning the product already existing. The redesigning of the bottle has
definitely taken place in BISLERI. Earlier they had a blue coloured bottle and then to bring in a
different change, BISLERI decided to redesign the bottle to green colour.
Old Bottle New Bottle



LABELING
Labeling plays a very important role BISLERI takes good care about the labeling as it tries to
create and come up with an exciting and attractive label as it will attract the customers; also
labeling plays an important role as it gives a lot of information about the product ; like what are
the contents of a bottle how is it made what does it consist etc. Also labeling gives a lot of
information about the product ie the price of the product; manufacturing date; expiry date etc.



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(5.2) PRICE
Price plays as very important role as it is the only P which helps in getting revenue:
Firstly one can explain the factors which affect the pricing decision i.e.
- Price is directly related to

1. Demand
2. Competition
3. Break-even Point.

Secondly, if there is a novel product or almost no competition, one can
Go for higher price in the beginning, make good profits to face
Competition and innovations at a latter date.

- However if you are entering a competitive market your entry price
should be low to ensure big volumes to earn reasonable profits.

In the beginning BISLERI had no competition, so the price of BISLERI
was high, gradually the promoters dropped the price.

- Buy Huge quantity at cheap rate, after confirming demand and sell at
cheap price, make them addictive, then gradually increase price)

BRAND PACKAGINGS PRICE (in Rs.)
Per bottle
BISLERI
20 litre 70
5 litre 50
1.5 litre 22
1 litre 18

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500 ml 10
330ml 8
250 ml cup 5



Customer Delight
BISLERI is in the business to serve the customer. It deserves the best quality and presentation at
a worth of the price. They have world class quality, at the lowest production & distribution cost.
This makes them unbeatable leaders, and helps them in having satisfied loyal customers.
BISLERI values its customers & therefore have developed 8 unique pack sizes to suit the need of
every individual. At present they provide 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which
are the non-returnable packs & 5L, 20L which are the returnable packs. For the customers bisleri
has come up with a new scheme called the REDUMTION scheme designed specially for the
customers. In the Redumtion scheme BISLERI provides for Rs 300 a 20lt BISLERI bottle, 2
fridge bottles, a 1.5l bottle, a 250ml bottle and a fridge stand.



(5.3) PLACE
BISLERI has a specific distribution channel which they follow:
Distribution Channel


27




From the manufacturing plant the bottles will come directly to the stockiest. Taking out the C&F
agent from the distribution channel, so as to increase the margin to other elements in the chain.

The whole MUMBAI area is been divided into 4 zones: SOUTH , WEST , CENTRAL and
NORTH.

The total number of stockiest would be 12.

In the area of SOUTH MUMBAI there would be 2 stockists, one in the area of FORT and other
in the area of MUMBAI CENTRAL. In the case of FORT it will require 5 distributors covering
the area from DADAR to C.S.T and WADALA to C.S.T. The other stockiest at MUMBAI
CENTRAL will require 2 distributors to cover the area from DADAR to CHURCHGATE.

In the area of west MUMBAI there would be 3 stockists in the area of ANDHERI, BORIVALI
& VIRAR, Covering the area from MAHIM to DHANU road. In the area of Mahim to Andheri 5
B BO OT TT TL LI IN NG G P PL LA AN NT T

S ST TO OC CK KI IS ST T

D DI IS ST TR RI IB BU UT TO OR RS S

R RE ET TA AI IL LE ER R

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distributor would be there, In the area of Jogeshwari to Dahisar 5 distributor would be there, in
the area of DAHISAR to DAHANU road 4 distributor would be there.

In the area of CENTRAL MUMBAI 4 stockists would be needed. The stockist would be in
GHATKOPAR, KALYAN, AMBERNATH, and TITWALA. The stockist in the GHATKOPAR
would cover the area between MATUNGA to MULUND. The stockiest in KALYAN would
cover the area between THANA to KALYAN and it would require 3 distributors. The stockist in
AMBERNATH would cover the area from KALYAN to KARJAT. A stockiest in TITWALA
would cover the area from KALYAN to KASARA and would require 3 distributors.

In the case of NORTH MUMBAI there would be 3 stockists. It would cover area of PANVEL,
URAN, ALIBAUG, PENN, MAHAD, and VASHI. In the area of PANVEL stockiest 3
distributor would be needed and in the area of MAHAD stockist it would require 3 distributor
and same is the case with Vashi. In the case of KHOPOLI and ALIBAUG direct water would be
supplied to the distributors.




(5.4) Promotion

Positioning : Playing Safe

Target audience : Health and hygiene conscious people

Personality : Guardian, Authoritative, Reliable

Punch Line : Play Safe

To keep your company humming with profitable work, its vital to advertise your services. Your
company is going to require the maximum exposure you can afford. This constant exposure will

29

alert potential customers who you are and where you are when they need a sign. By positioning
YOUR name at their fingertips and even literally displaying it in front of their eyes, theyll call
YOU for identification products and services.

There are all types of promotion. They range from direct mail, word of mouth, advertising in
newspapers and telephone directories to radio and T.V. spots, cold calls and telemarketing.
Whatever the medium, consider the cost. Advertising will usually is an expense that remains in
your budget.

BISLERI follows different promotion strategies and uses different ways to promote their product
like

Advertisements

Advertisements are paid and electronic way of communication ie to convey the message to the
customers, bisleri comes up with different and attractive advertisements on televisions and
cinema halls to attract customers today advertisements really attract the customers and by
looking at the attractive advertisement people buy the product more.

Direct Mail
Direct mail is an avenue of promotion that targets a definite audience with a specific letter,
brochure, or offer. Different potential customer groups have various needs that can be bulls-
eyed with a distinct service or product. For instance, we can draft a personalized letter to hotels,
gyms, canteens and a different message to offices. In hotels where consumption of water is more
as compare to the office so we can give them additional discount and better services compare to
the office. In the case of the office where we there is less consumption of water and less
availability of space we can promote our 5-litre jar, 10 litres jar and 20 litre jars.

The brochure or letter should contain information about our product, which we want to target and
which is different and better than other product. In case of bottled water we can differentiate our
product than other through the quality of water, price, packaging, service that is very important.

30


In a country like India where religion and festival play an important role in ones life, we can
send post cards or greeting cards to not only our own customer but also to the prospective
customer.


The Telephone Directory
The local telephone directory is a publication that will be one of your earliest and primary
advertising mediums. Most businesses that advertise in the yellow pages find it profitable to do
so. Since our potential customers (corporate) mostly all uses a yellow pages or a telephone
directory, it would be profitable to allocate a portion of our advertising expense to include this
avenue of promotion.


Word of Mouth
Reputation can precede you! Satisfied and happy customers can do more to promote your
business than the most expensive, flashiest ads. In this sense, talk really is cheap.
Just our ONE customer can tell several acquaintances about our products and services that we
provide are not only different but also better than others. Leaving additional business cards that
the client can pass along can do this.

Building and Vehicle Identification
Our OWN signs are an advertisement in them. For example a van or a tempo which is green in
color, than all know that it is BISLERI cargo services van or tempo, same in the case of coca-
cola it is red color and blue in case of Pepsi.



Free trials
Inviting prospective purchases such as hotels, corporate, gyms, and theaters to try the product
without charging them any thing in the hope that they would be our future customers.

31


Price packs
A banded pack is two related products banded together for example: toothpaste and toothbrush.
In the case of summer where in India the climate is very humid and hot, and consumption of
water is also high, so in that case with the purchase of every one 1 litre bottle a free cold tissue
paper can be provided.

Tie-in-promotions
In this case where two or more brands or companies team up to increase pulling power.
Nowadays there is a craze of Sikkim super lotto so with a purchase of every 20 litre jar the ticket
will be available at RS.5.

Banners
One question I would like to ask is that, how would you know that here PCO is available?
We come to know through the small banner which is hanging near the shop where it is available.
From the long distance also we can make out that here pco is there. In the same way where our
water bottled water is available we can put up a small banner with our brand name that this
mineral water is available here. The banner should be very attractive to the eyes. A yellow
banner symbols the PCO, STD, ISD, and XEROX.
Trolleys
The retail outlet to which we give our product we can also supply them trolleys to keep our
product so the retailer should not worry about the space it will needed to store the product.

Radio
It would be very profitable to advertise in Radio Mirchi, 92.5 go, Radio City. The time would be
in evening, afternoon when people are traveling. For advertising on it the number is: 6969100


Rail advertising

32

To increase the awareness of the product, with the cheapest cost. Advertising inside the railway
train with the list of various station of harbour, central and western and the advertising firm
which does this type of advertising is DAY AND NIGHT ADVERTISING (5117601)

Mobile tempo
This is one of the new advertising avenues that have emerged. A van or a tempo, which roams in
the area with a big hoarding on its back. Shoppers stop, Essel world are some of those who have
advertised .the advertising, which undertakes this type of work, is KION ADVERTISING-
9820052222


But today frankly BISLERI is recognized by the punch line PURE N SAFE it has
established itself so well that there is no need of any promotion as whenever a person goes
to buy a bottle of mineral water he says GIVE ME A BISLERI and does not say give me a
bottle or mineral water
(5.5) SEGMENTATION

The mineral water market is segmented according to the type of consumers:

Foreign Tourists
Foreign tourists have been the main consumers of the mineral water as they face a lot of
digestion problems due to different food habits.

Domestic Tourists
Domestic tourists have switched to mineral water mainly because of safety and hygiene factors.

Fashion Conscious
Like soft drinks, drinking mineral water is also considered fashionable by some people.


33

The mineral water consumer is mainly in the age group of 20-35 years and is an educated middle
class person. This is also the segment of fruit drinks, which have usually been positioned as fun
and health drink for young adults. The mineral water market is also segmented along pack sizes:

One litre bottle
This is meant to spell safety and security for consumers. It is positioned on a prestige platform
for the achiever segment - who like to make a fashion statement by drinking mineral water. This
segment gets the maximum sales.

500ml bottle
This size has been introduced in the market to target the individual and local travelers.



PET bottles
The size of the PET bottles varies from 10 to 20 litres. These are mainly for institutional sales
(Wedding parties, Hotels, Corporate, etc.)




(5.6) CONSUMER HABITS AND PRACTICES

Consumers are growing more health conscious and are more careful of their drinking habits.

Brand loyalty is very low as all the products taste the same so they can buy just any product
which is on the shelf, same as that of soft drinks and fruit beverages.

Availability in the chilled form and brand awareness plays a crucial role in purchase
decisions.


34

While there is no aversion to consumption of mineral water by any age group, this product is
mainly consumed by the people in the age group of 20-35 years who have less attraction of
soft drinks or other synthetic drinks whereas youngsters look in for soft drinks and fruit
beverages to quench their thirst.

Visibility is another factor that should be taken care of by the companies as consumers are
not very brand loyal and consume whatever is in front of them.

Consumers often drink bottled water as an alternative to tap water. They think it tastes better (no
chlorine taste) and perceive it to be safer and of better quality. They also look for security: food
scandals in industrialized countries and water-borne diseases in developing countries greatly
influence consumers attitudes. Consumers buy bottled water to feel well and to lose weight.
Bottled water is perceived as a healthy alternative to other beverages. Thus, for the aerated
beverages bottled water offers a potential threat.

Moreover, increasing urbanization, causing declines in tap-water quality, can also explain the
popularity. Because it is untreated, natural mineral water is perceived as natural by city
dwellers looking for genuine products. Higher living standards and auto usage enable people to
easily bring home more and heavier bottles of water. At the office, a bottle of water is now a
common sight on the desk, next to the computer and the telephone. Drinking bottled water is a
sign of a rise in the social scale. Above all, bottled water has become a huge marketing success.



(5.7) MARKETING PRACTICES

Presently most of the players in the Indian market are selling their product claiming it to be
mineral water. All the players are vying to grab a few points of market share and they are trying
to get their brands endorsed by some or other authority. Recently Coca-Cola has got its brand,
Kinley, endorsed by the Federation of Family Physicians Associations of India (FFPAI) to create
an image of being recommended by doctors and thus of the product being safe and healthy.

35

Similarly other companies to claim to have purified their water n number of times to show the
superiority of their product. Many players are pitching their product against water purifier
industry by claiming their product to be superior to that purified by these water purifiers. Many
players are marketing on the price factor as well as the size factor. While others are focusing on
particular target segment.

Overall different players are playing different tunes in order to establish their brands in the
market


(5.8) TRADE PROMOTION TOOLS

Price off (off- invoice)
A straight discount off the list price on each case purchased during a stated time period. For
instance, if a new bottled jar is introduced than this promotional tool will encourage them to buy
the mew product.


Sales contests
It aims at inducing the sales force or dealers to increases their sales results over stated period
with prizes going to those who succeed.
Chapter 6
CASE
(6.1) BISLERI reinventing itself and staying at the top even when many new
companies came in the packaged drinking water market

This is a simple case which talks about the various marketing strategies adopted by Parle
BISLERI Ltd. to arrest the sliding market share of its branded water brandBISLERI.
BISLERI tried to regain its share by repositioning its brand. The case discusses in detail the ad
campaigns and other marketing strategies used by BISLERI to reposition the brand.

36

"Old cola rivals Coke and Pepsi are discovering there is more money in water than coloured
water. Things are warming up in the Rs 10 billion bottled-drinking water market and
competitors, including Parle's Ramesh Chauhan, face the threat of a whitewash."
In the early 1990s, Parle BISLERI Ltd's (Parle BISLERI) Bisleri
1
had become synonymous with
branded water and had a market share of 70%. In the late 1990s, BISLERIS market share began
to erode with new players entering the market. The new players also positioned their products on
the purity platform and BISLERI felt the need to differentiate itself from the crowd.

In the late 1990s, BISLERI launched its Pure and Safe ad campaign to convince the consumers
that it was the only pure and safe branded water in the market. However, in 2000-01, BISLERI
faced another challenge. The Cola majors, Pepsi and Coca-Cola and the confectionery giant,
Nestle, also entered the branded water market in India.
Pepsi and Coca-Cola had an established distribution network. BISLERI realized that with the
new players also clambering on to the purity plank, it had to reposition itself to arrest its
declining market share. In September 2000, Parle BISLERI launched its Play Safe ad campaign.
The company tried to add a fun element to BISLERI to rejuvenate the brand. The ultimate aim
was to increase BISLERIS turnover from Rs 4 billion
2
in 2000 to Rs 10 billion by 2003.
In the early 1990s, the branded mineral water industry was worth Rs 3 billion, producing around
95 million litres in 1992. Parles BISLERI brand launched in 1971, was the leader with 70%
market share. After 1993, the branded mineral water industry saw some hectic activity.
On an average, every three months, a new brand was launched and another died. In the late
1990s, many international brands were planning to enter the branded mineral water market...
In the late 1990s, Parle BISLERI launched an ad campaign to create a distinct brand image
'There is just one BISLERI.' Hoardings and point-of-sale promotion material backed an
aggressive print-and-TV campaign, and every interaction with the consumer was used as an
opportunity to reinforce the message that BISLERI was "pure and safe."
The entire campaign was built around the tamper proof seals. The campaign focused on the
safety provided by the "breakaway" seal, by illustrating the ease with which conventionally

37

sealed bottles could be refilled and recycled. Said Ashok Kurien, CEO, Ambience D'Arcy,
BISLERIS ad agency, "Our objective with the campaign was to highlight the tamper-proof seal
and create doubt in the consumer's mind of the purity of the other brands. That is, BISLERI the
only one that guarantees purity." In 2000, in the face of competition from the new entrants,
BISLERI decided to penetrate every possible segment of the market by introducing more pack
sizes and to establish the brand strongly with trendy packaging..


KINLEY moved it off the No.1 slot a couple of years ago, but BISLERI brand recall is eyebrow-
raising -- the 38-year-old brand is still generic to bottled water in India, which is worth Rs 1,000-
1,200 crore (Rs 10-12billion).
And that is in spite of the more than 1,200 bottled water factories and 100 brands scampering for
their share of the Rs 1,800-crore (Rs 18 billion) bottled water market (Source: Technopak
Advisors).
Still, 100 competitors means you can't sit back and relax, even if the market is surging ahead at
40 per cent a year; you need to keep up the buzz around your brand. Which is why in October
last year, Parle Bisleri changed the look and feel of its flagship product, introduced a new variant
(natural mountain water) and announced its plans to launch the
brand in the US -- a huge market for designer waters.
BISLERI has ambitious plans to invest Rs 220 crore (Rs 2.2 billion) in its new variant,
manufacturing planets and distribution: it will invest Rs 100 crore (Rs 1 billion) -- funded
through internal accruals -- in the natural mountain water business, including Rs 40 crore (Rs 40
million) for two plants in Uttaranchal and Himachal Pradesh, and Rs 60 crore (Rs
600 million) for infrastructure development -- increasing the existing manufacturing facility as
well as widening the distribution network.
Over the next two years, the company will also spend more than Rs 60 crore (Rs 600 million) on
aggressive marketing. It also plans to launch branded ice and flavoured and vitamin-enriched
water. But, laughs Parle BISLERI chairman Ramesh Chauhan, "Those may have to wait. I am
still overwhelmed by the current changes."

38

To be sure, the changes are noteworthy. For decades now, BISLERI has been sold in conical
bottles -- a legacy from the 1960s when the water was sold in glass beer bottles. Although it
switched to PET in the 1980s, the shape didn't change.
Instead, the company just added some more shapes: conical one-litre bottles, hexagonal half-litre
ones and rectangular two-litre bottles.
"We were just bumbling along," admits Chauhan. Now, both regular bottled water and the
mountain water variant are sold in a streamlined, round shape, while the ubiquitous blue of the
logo has given way to a more international looking aqua green.
"It takes courage for a generic brand like BISLERI to make such a major change," says Ashok
Kurien, CMD, Ambience Publicis Advertising, the agency that has been associated with Parle
BISLERI for over 20 years.



(6.2) The Color of Money:
Chauhan claims the changes are already bearing results -- apparently, sales are up 50 per cent on
a month-on-month basis. Equally importantly, the packaging changes have helped Parle
BISLERI save costs.
Earlier, fixing labels on differently shaped bottles -- especially the ones that are tapered at the
neck -- was difficult and time consuming. Labeling round bottles has increased the speed 10
times.
Eight months ago, the company also launched the prototype of a rounded bottle with slightly
wider necks ("Alaska neck", in industry terminology). The change in design meant using 2-3
grams less of plastic in every bottle, which added up to an annual saving of Rs 3 crore (Rs 30
million).

39

Even the new label helped the company cut costs -- by up to Rs 6 crore (Rs 60 million) a year.
The earlier shrink label has been replaced with one made of superior biaxially-oriented
polypropylene film that can not only take more colours, but costs half of shrink labels.
Now Chauhan is hoping the new bottle design will help improve the output as well. "Earlier, the
quality of the bottles wasn't consistent - some were thicker than others, some were bent around
the bottom and so on. All this hampered our efforts to increase productivity," he says.
With a uniform design for all product sizes, the company aims to double bottling capacity in its
23 plants, to 200 million cases a day, by the first half of 2007.



(6.3) Market buzz
By and large, most brand analysts approve of BISLERIS attempt to reinvent itself. Says Harish
Bijoor, CEO, Harish Bijoor Consult Inc, "The aqua green is representative of freshness and
health, two qualities you associate with water."
The changed colour scheme also helps the brand stand out in a sea of almost-uniformly blue-
toned bottles of water, the colour that was brought into India by BISLERI. Aqua green connects
with the images of water, agrees A G Krishnamurthy, chairman, AGK Brand Consulting, and
former chairman and MD of Mudra.
The extension into mountain water, though, has taken some market watchers by surprise,
especially since it carries the same brand name (which is virtually synonymous in India with
plain bottled water).
"I did not expect them to use the same name since BISLERI is generic to packaged water,"
emphasises Arvind Singhal, chairman, Technopak Advisors.

40

He adds that while building a new brand from scratch would have meant huge costs for the
company (perhaps up to half the present turnover of the company), the opportunity it afforded
would have been worth the investment.
There's another potential problem with the new launch: it looks the same as the regular version,
has the same brand name, and is just another type of water -- but costs Rs 8 more. Isn't there a
risk in that strategy of confusing customers who may think their retailer is trying to rip them off?
"Look at the label closely before you jump to conclusions," warns Kurien. Well, the mountain
water bottles do show a mountain in the green label background and also clearly state what kind
of water it is, with the cap bearing the same image.
Kurien adds that even the crates for the new variant look different because of the clear image of
mountains on them. "We tried to create a family colour for all BISLERI brands as well as make
the difference clear," he defends.
Chauhan, too, feels that people demanding mountain water are a select few, who will know what
they are buying. Natural mineral water is a very niche category at present, accounting for just 2-5
per cent of the packaged water industry.
Still, BISLERI will have to deal with entrenched competition - Himalaya and Catch have been
present in this category for some time now. And BISLERI is prepared for a battle.
In November, it kicked off a high-decibel print, outdoor and television campaign, anchored by
Ambience. The company has been targeting malls, multiplexes, five-star hotels and premium
restaurants to stock the variant, in a bid to reach out to its target customer -- affluent, urban and
health conscious.
It will probably do well, predicts Bijoor. "We are entering a generation that is more concerned
about health and wellness than ever before," he points out.
Chauhan is equally optimistic about the success of his new ventures. He is counting on natural
water sales crossing Rs 200 crore (Rs 2 billion) in the next two years.

41

Meanwhile, the market is buzzing with talks that the action surrounding Bisleri is a "dress-up" to
impress potential buyers for the brand -- speculation has extended to the level that the brand has
been valued at close to Rs 150 crore (Rs 1.5 billion).


42

Chapter 7
Future
(7.1) Future Plans
Mumbai: After dominating the Indian mass packaged drinking water market with a 60 per cent
share, BISLERI is all set to make a splash abroad.
In the next few months, it will start exporting BISLERI Mountain Water to take on the likes of
French brand Evian in the premium packaged drinking water space.
Now that we have launched BISLERI in a new hexagonal bottle, it is getting a lot of
appreciation. Well soon be launching it in Europe and America in 2-3 months time, says
Chairman, BISLERI International, Ramesh Chauhan.
Chauhan says BISLERI is aiming for at least $ 3 - 4 million of sales in the first year.
However, BISLERI isn't eyeing the lucrative foreign market alone. The Tatas, too, want to go
abroad with the revamped Himalayan mountain water brand.
The company plans to introduce new products like flavored and sparkling water, both in the
domestic and the international markets.
We would be looking at the entire consumer pyramid which straddles every kind of product
offering, but that has to be on the plank of wellness. So that's the platform we are creating,
CEO, Mount Everest Mineral Water, Pradeep Poddar says.
BISLERI, too, plans to launch its own brand of flavored water by the end of the year.
And certainly, for the Indian companies that have so far been restricted to India's $ 500-million
market, quenching the thirst of billions of more customers makes great business sense.



43


(7.2) BISLERIs Plans of Expansion

BISLERI International Private Limited, Indias largest selling mineral water company, has
announced plans to establish 25 new bottling plants across India to meet growing consumer
demand. The company is aiming to achieve a 40% growth rate in the current fiscal year.
Speaking in Mumbai, BISLERI International Chairman and Managing Director Ramesh
Chauhan said, "With the additional plants it will now be easier to reach every corner of the
country. Besides, with every new plant, there would be would be increased capacity."
The company, which already has 52 bottling plants, is planning to invest Rs 500 million
($10.4million) in setting up these new bottling plants in Maharashtra, Kerala, Jammu and
Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand and north Bengal
states.
With a 60% share in the Rs12billion ($250 million) mineral water category, BISLERI is also
venturing into flavored water later this year, having already launched BISLERI Fizzy Soda and
BISLERI Mountain mineral water.
The company has outlined an aggressive market penetration strategy; a dual-distribution plan,
reaching newer markets, including townships and rural India. The company is also setting up
dedicated channels for its 20 litre jars to ensure that every household and company gets service at
their door step.
Anjana Ghosh, Director, BISLERI International Private Limited, said, "The unavailability of
clean drinking water, increase in water contamination and health awareness among consumers
has led to the growth of mineral water segment. In the wake of rising consumption of mineral
water even in the rural hinterland there is a huge growth opportunity in India.

44

"BISLERI has become a strong consumer brand over the years and today we have a long-
standing relationship with our distributors and consumers, she added.
The companys distribution network is being expanded to meet the increasing retail and
consumer demands. 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. Every day, some
5,000 delivery vans drive out of the 52 strategically located BISLERI bottling plants carrying
over 1 million units of pure drinking water to replenish the stocks of 2,500 distributors and
nearly 600,000 retail outlets.














45

Chapter 8
DATA ANALYSIS
Packaged drinking water BISLERI
One significant observation made from the study was that the number of players in the market
are increasing at a very fast pace, especially the entry of multinationals.
Thus it is believed that a research to find out the awareness level and recall level of the brand
BISLERI vis--vis other major brands will give an idea about where does the brand exists in
the mind of the consumers. This might help the brand to identify the reason for the decreasing
market share.

(8.1) Survey objective
The Primary objective of the survey is to find out how does BISLERI fair in the
Awareness and recall level as compared to the major competitor. The Secondary objective is to
find out the advertising medium by which the Bottled water consumers are most influenced with.

(8.2) Scope of Survey
The survey intended to target consumers in South Mumbai region specially Church Gate and
Colaba and the survey was done only in south Mumbai specially in areas like Charni Road,
Church Gate and Colaba.




46

(8.3)The Survey
Brand Preference


Influences in deciding to buy a particular Brand

0
10
20
30
40
50
60
70
bisleri kinley aquafina balley
Series1
price
20%
size
10%
band image
40%
advertisment
30%

47


Media influence in deciding the Brand


The Survey was done in areas of south Mumbai like Charni Road, Church Gate, Colaba and so
on. Many college going students were asked about their brand preferences and also many people
specially office going people who carry mineral water. Also, a survey of different movie
Theatres and Hotels was done to find out which brand of packaged drinking water they sold.
The survey was done in many parts:
1) Mineral water is famous among youngsters because they buy a lot of packaged water as its
hygienic and as they say it looks cool. Today specially youngsters are brand freak and want a
trendy and a stylish type of bottle and also cool and attractive advertisements influence them
a lot.
Different colleges sell different brands of package water may be as they have a contract or due to
the likeness of the students towards a particular brand. A few of the colleges were the survey was
done are:
Telivision
Retail Outlet
Newspaper
Magazine

48

Hinduja College-- BISLERI
H.R College--- BISLERI
JAI Hind CollegeAQUAFINA
Lala Lajpat Rai CollegeBISLERI, BALLEY
K.C College--- BISLERI
Sydnehm College--- KINLEY

2) Further even survey was done of various theaters as different theaters sell different brands for
Eg if a theater has a contract with coca cola then it can also sell the mineral water brand
KINLEY as its a coca cola brand so the theater which has a contract with coca cola it cannot
sell any other brand than KINLEY as it belongs to coca cola.
Different theaters sell different brands of package water like:
ROXY - BISLERI
Regal CinemaBISLERI
Sterling-- AQUAFINA
Metro--- KINLEY
New ExcelsiorBISLERI

3) Survey of different hotels was also done as different hotels also sell different mineral water
brand which also depends on their contract as for Eg if a hotel has a contract with Pepsi then
they will sell the water brand AQUAFINA and so on. A few of the hotels are:

Bombay BluesAQUAFINA

49

Noodle Bar--- AQUAFINA
Ming palace--- KINLEY
Mahesh Lunch HomeBISLERI
Food InnBISLERI

Over All View


BISLERI has an advantage above all the other brands as it is recognized & people really prefer it
and BISLERI is so famous that it does not need much promotion.
A simple example can be given is that whenever we go to buy a bottle of mineral water we do
not say give me a bottle of water but we say GIVE ME A BISLERI after this there is nothing
much to be said.
0
10
20
30
40
50
60
Series1 60 45 50 30
bisleri aquafina kinley balley

50

Chapter 9
CONCLUSIONS AND SUGGESTIONS
The important increase in India can be easily explained through the growth of the population and
problems of water quality and water supplies. Until 1992, the demand for bottled water in India
was mostly limited to foreign tourists, corporate meetings, conferences, etc. The introduction of
bulk packaging extended the market to new and numerous consumers.

Bottled water is a particularly competitive market, hence companies need to develop diverse
marketing strategies, such as accessing new markets by owning or developing partnership with
regional brands, developing new products (such as flavored water) or by-products (such as
cosmetics) and developing services (home and office delivery of water)

Today more and more companies are coming up in the package drinking water market as there is
a lot of scope in bottle water market as seeing the increase in Indian population. Today the
people of India are very hygienic and only prefer bottle water which increases in the scope of
bottle water market.
When we talk about package drinking water brands there is a very minor difference between all
the brands but BISLERI still rules the package drinking water market and can be called as the
king. But brands like AQUAFINA, KINLEY are also catching up specially KINLEY which has
developed itself in a very short span of time and there is a very minor difference between all the
brands.

By looking at the increasing demand, bottle water companies have to see that they use modern
marketing strategies and also come up with trendy bottles and satisfy the wants of the consumer



51

BIBILIOGRAPHY
While working on this project I did a lot of surveys by asking people personally about the brand
of package drinking water they prefer; as well as carrying on survey by questionnaires.
The project was made on the basis of both Primary Data as well as Secondary Data.
The Primary Data collected comprises of a few Colleges, Theatres and Restaurants visited
personally by me in south Mumbai especially in the areas like Charni Road, Church Gate,
Colaba, Mahalaxmi etc.
A survey of different movie Theatres and Hotels was done to find out which brand of packaged
drinking water they sell. I also interacted with many people especially office going people and
college students who carried mineral water.
For my Secondary Data I referred
Websites:
www.bisleri.com
www.wikipedia.com
www.managementcases.com
www.icri.com
www.indiatimes.com
www.rediff.in
Newspapers:
The Economic Times
The Times of India
The Hindu Business Line

52

ANNEXURES
Questionnaire.
Dear respondent, I am a student, doing my TYBMS. This Questionnaire is a part of an academic
project on Bottled water Industry. A few minutes of yours to fill the questionnaire will be of
immense help. Thank you.
1. Which Brands of Mineral water are you aware of?
________________
________________
________________
________________

2. Which Brand/s do you prefer?
________________
3. Why do you prefer this particular Brand?
________________________________________________________
4. What influences your decision to buy a particular Brand?
Brand Image
Advertising
Price
Availability
Size / Package

5. From which media did you come to know about the various brands?
Television
Magazines
Newspapers
Retail outlets

53

Others

6. Are you aware of the brand BISLERI?
Yes
No

7. Have seen any advertisements of BISLERI?
Yes
No

8. How do you rate the following brands:
G for Good ----------------- A for Average ---------------- P for Poor
BRANDS Price Availability Convenience Quality (Purity)
BISLERI
BAILEY
AQUAFINA
KINLEY
Personal Information
Name: _____________________________
Area of Residence: __________________
Occupation: _______________________
Age: _____________________________

THANK YOU


54














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