Académique Documents
Professionnel Documents
Culture Documents
Project Report OF
Designation: Faculty
Department: Bachelors of management studies
K.H.M.W. College
Submitted in partial fulfillment of
MUMBAI UNIVERSITY
K.H.M.W. COLLEGE OF COMMERCE
BACHELORS OF MANAGEMENT STUDIES,
JOGESHWARI (WEST)
MUMBAI
2018 – 2019
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Bisleri – The Source for Pure Drinking Water
DECLARTION
_________________
Signature of Student
[Mr. Ansari Arbaz]
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Bisleri – The Source for Pure Drinking Water
CERTIFICATE
____________________ _____________________
Signature of the Principal Signature of Project
Guide &
Internal Examiner
___________________ _______________
(External Examiner) (BMS Co-Ordinator)
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Bisleri – The Source for Pure Drinking Water
ACKNOWLEDGEMENT
I would like to thank the University of Mumbai, for introducing the BMS
course, there by giving its students a platform to keep abreast with the
changing business scenario, with the help of theory as a base and
practical as a solution.
This project would have been incomplete without the endless support and
guidance of Professor ANSARI NASEEM AHMAD, my project guide.
Mr.Ansari Arbaz
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Bisleri – The Source for Pure Drinking Water
PREFACE
Modern organization are highly complex and dynamic systems. They operate under
very turbulent social economic and political environment. They are required to
reconcile several incompatible goals. Conflicting roads and divergent interests. They
are also fraught with use risk and uncertainties hence tactful management of such
organization to plan execute, guide, coordinate and control the performance people to
achieve predetermine goal. Management has to keep the organization vibrant moving
and in equilibrium it has to achieve goals which themselves are changing. It is
therefore the problems is highly complex and ticklish. To tackle these problems,
information plays an important role. Marketing Research is the appropriate tool to get
most useful information about the market. This information will asset to marketing
manager in making effective decision. The research are used to acquire and analysis
information and to make suggestions to management as to how marketing problems
should be solved.
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Bisleri – The Source for Pure Drinking Water
TABLE OF CONTENTS
1. Executive Summary 5
2. Introduction 6-18
- Inception of Bisleri 9-11
- Product Profile 12-13
- Mineral Water Industry – Current Market Scenario 14-15
- Manufacturing 16-18
3. Objective of the study 19
4. Research Methodology 20-21
- Sample Size
- Data Collection
5. Advertising Campaign of Bisleri 22-24
6. Marketing Mix 25-32
7. Competition in the market 33-40
8. SWOT Analysis 41-45
9. Findings 46-56
10. Conclusion 57-59
11. Limitations 60
12. Recommandations 61
13. Bibliography 62-63
14. Annexure 64-65
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Bisleri – The Source for Pure Drinking Water
EXECUTIVE SUMMARY
The project is an extensive report on how the Bisleri company markets its strategy
and how the company has been able in tackling the present tough competition and
how it is cooping up by the allegations of the quality of its products. The report
begins with the history of the product and the introduction of the Bisleri Company.
This report also contains the basic marketing strategies that are used by the Bisleri
Company of manufacturing process, Water Technology (Ultra Heat Treatment),
production policy, advertising, export scenario, future prospect, and government
policies. The report includes some of the key salient features of market trend issues.
In today’s world of cutthroat fierce competition, it is very essential to not only exist
but also to excel in the market. Today’s market is enormously more complex. Hence
forth, to survive in the market, the company not only needs to maximize its profit but
also needs to satisfy its customers and should try to build upon from there.
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Bisleri – The Source for Pure Drinking Water
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Bisleri – The Source for Pure Drinking Water
Water is the most important liquid in the world. Without water, there would
be no life, at least not the way we know it. In today's living condition, the
need for Pure Drinking Water is becoming the issue for the common Man.
Eighty percent of the human metabolism consists of water. This is the reason
why 90% of human diseases are water borne. There are 3 types of water
1. Microbiological-Bacteria / virus.
There are rapid changes that are taking place in our environment since long
and the air and the water pollution is on an increase. The main source of
drinking water is river and downstream which also have not been able to
the market saw an advent of ceramic water filters, which filters the dust and
are not cleared out. The mineral balance is also not maintained.
but has side effects due to iodine and it does not take care of dissolved
Late 1980's witnessed Ultra Violent based purifier, which filters dust and
deactivates bacteria to a great extent. It maintains the odor and color of water
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Bisleri – The Source for Pure Drinking Water
but does not clear out the dissolved impurities and mineral particles. Thus
Historically, the need for purified water within Indian homes had been kept
down to a minimum. Essentially, there were three types of water that was
used for different purposes. The first type was used for rinsing. The second
type, which was used for cooking, was cleaner and kept covered. The third
type was the cleanest – drinking water – and was very often boiled before
use.
Since an average family needed a small quantity, not more than five or six
liters a day, boiled and filtered water had been a convenient solution for some
time .The fallouts were obvious. It was very difficult to convince the people
that purification system was worth the price. There was no visible way to
once companies like Eureka Forbes targeted the office segment, while the
mineral water players went after travelers. Ion Exchange was the only
company, which had any measure of success in entering homes with Zero-B.
But clean drinking water returned on the national agenda a little later.
“Around early 1990s,Time did a story on India as a key emerging market and
that was the trigger for all the players eyeing this market”.
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Bisleri – The Source for Pure Drinking Water
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Bisleri – The Source for Pure Drinking Water
The origins of Bisleri lie in Italy, and the brand owes its name to founder
Mumbai for bottling and marketing mineral water, which was first of its kind
in India. However, it didn’t work well. Among other reasons, the fact that the
responsible for its failure. Consumer mindsets were more geared towards
In 1969, Parle bought over the Bisleri brand. In those days Bisleri water was
available in glass bottles. Parle's taking charge of Bisleri did not make a
network), efforts to expand the bottled water market were not exactly
painstaking. Parle at that particular time was interested in making soda water
and not mineral water. There were just minor initiatives on part of the
safer and better than mineral water. Moreover they were not ready to pay for a
In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and
that significantly made a difference in the sales. The buyers, then, were mainly
In 1993, Coca-Cola bought Parle’s soft drink brands- Thumps-up, limca etc.
settlement that allowed the multinational to bottle and distribute Bisleri soda for
a time frame of five years. The charge of Bisleri water, however, remained with
Parle. The upsurge in the sales of Bisleri started from this point as Parle sold off
its stable of brands to Coca-Cola. This was the time when it started concentrating
on making Bisleri a success in the domestic mineral water market. The reason
why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative
The real shift in company’s policy towards mineral water industry came in
1998,although the conscious efforts had already been started in 1994. This
change was primarily because of the fact that the people, at this time, had started
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Bisleri – The Source for Pure Drinking Water
“It’s a compliment being generic to the category, but its not very good when
Aqua Minerals has become a generic brand. Bisleri was the first marketed
bottled water in a totally virgin market. The brand has become synonymous
with mineral water; consumers accept any brand offered by the retailer when
So far Ramesh Chauhan’s Bisleri enjoys the largest market share of 56% in the
Rs1100 crores mineral water markets and is growing at the rate of 180% per
annum. Annual sales of Bisleri have touched Rs400 crores. In seventies, 'Bisleri'
was the only mineral water, which had national presence, and the sale was to the
tune of approximately one hundred thousand cases valued at about Rs.60 lacs.
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Bisleri – The Source for Pure Drinking Water
A few years back, the mineral water market had been crawling at the rate of
pitchers, plastic or PUF bottles. But increasing cases of typhoid and other
happened and the mineral water industry began to be stirred and shaken. The
market started growing an astounding rate of over 100% per annum. The fact
that there were very few players in the market meant that their business grew
The market today has grown to Rs11bn. The organized sector -- branded
mineral water -- has only Rs5bn of market share. The rest is accounted for by
In the branded segment, Parle’s Bisleri is the market leader with a share of
more than 45%. Parle Agro’s Bailley comes a close second with market share
of 15%. Other major players in the market are Yes of Kotharis, Ganga of T-
Sensing the opportunity that this segment holds, MNCs began to draw up
plans to enter the market. Today the market is proving to be yet another
battlefield for an ongoing battle between the Desi’s and MNC’s. Last year the
industry had around 170 brands. This figure is over 300 presently. The major
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Bisleri – The Source for Pure Drinking Water
A quick look at Bisleri's manufacturing reach indicates that it is represented across the
country – North accounts for 35% of sales for the industry, West accounts for 30%,
all over the country - three-fourths of which are company owned. The balance
is run by franchisees. Bisleri has 5 plants in the North, 5 in the West- two of
which were setup in the last year at Ahmedabad and Surat, 4 in the South and
2 in the East. The company has bottling units located in Chennai, Bangalore,
Goa, Calcutta, Mumbai, Delhi, Jaipur, Uttar Pradesh, Punjab, Indore and
Nepal. The new plants are being set up in states like Kerala, Orissa, Bihar and
North Eastern States, which hitherto have been unexplored by the company.
production.
Bisleri has planned to expand its operations by investing Rs.60 crores in the
Rs.50m. These will process 500 kg of PET per hour. The processed material
will be an input for polyester yarn manufacturers. In centers other than Delhi
and Chennai, the company will set up crushing units to crush the used PET
bottles.
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Bisleri – The Source for Pure Drinking Water
The company's expansion plans will see its water bottling capacity go up
from the present 400 million liters to 500 million liters. Parle Bisleri Limited
(PBL) is planning to invest Rs 200 crores to increase its bottling capacity and
double its turnover. The expansion will also increase the number of
company's bottling plants from 16 at present, to 25. The company will set up
all the new plants as green field plants. It doesn’t have any intentions to
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Bisleri – The Source for Pure Drinking Water
OBJECTIVE
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Bisleri – The Source for Pure Drinking Water
RESEARCH METHODOLOGY
1. RESEARCH DESIGN:
The research design which has been used in the project report is descriptive in nature.
2. SAMPLE DESIGN:
The sample design which has been use in this project report is simple random
sampling.
A decision has to be taken concerning a sample unit before selecting the number of
samples. It may be geographical as well as individual. Here Noida city has been
3. SIZE OF SAMPLE:
This refers the number of items (Outlets) to be selected from the finite universe to
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Bisleri – The Source for Pure Drinking Water
4. NATURE OF DATA:
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undertook to build itself as a brand. Bisleri started its game plan with the
punch line of ‘Pure and Safe’ and used the same catch-line for
advertising. But with the advent of many new players, all claiming the
as to stand out in the market. Bisleri found the answer in ‘sealed cap
bottles’. It claimed 100% purity. While the bottles of the other brands, it
Bisleri’s seal capped bottles ensured the consumer of purity of water and
showering their buffaloes and filling the ‘so-called’ mineral water bottles
with the same water and packing them with the simple polythene seal and
the consumer not knowing about the ‘purity’ of the water he is drinking.
Next clip shows the Bisleri bottles being sealed with plastic caps and
ensuring the purity of water. The ad did work for Bisleri and it got its
In 2000, some giant brands like Pepsi and coca-cola entered the mineral water
industry with a big bang. Bisleri now had a big threat of maintaining its
market cap. While Coca-cola introducing its brand ‘Kinley’ as a health care
product to carry.
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thus give your body the purest water. The ad showed young vibrant models
the eye of the consumer. All these factors made Pepsi the biggest upcoming
doctor advising a family to take Kinley for pure water – not a very attractive
ad campaign).
Bisleri, to counter-attack the new ‘Feel-Young’ fever had to even bolder steps. They
first changed their base line from ‘Pure and Safe’ to ‘Play Safe’. They tried a brand
new ad campaign to catch the fancy of consumer. The new ad showed a young
romantic couple on a marooned island, when the girl seductively attracts the guy and
he follows her in trance. The moment he gets hold of her, she whispers something in
his ears. The next few shots show the guy looking for something in frenzy…can not
find it….rushes towards the chemist’s shop….buys ‘something’ (keeping the audience
in suspense…or rather implicitly pointing for ‘……’). The girl opens it
and….POOF….takes out a bottle of Bisleri and quenches her thirst. Caption: “Play
Safe”. This campaign was to catch the attention of youth and a new Indian society
which is supposed to be ‘not-so-prudish’. Thus Bisleri has taken a very bold step. The
T.V. ads have been complimented by print ads also. The company has to focus on the
marketing management of the product. In light of the challenge in front of the
company and its current strengths and position, we have incorporated the marketing
mix to counter the marketing strategies of the competitors by developing its own
marketing.
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Bisleri – The Source for Pure Drinking Water
MARKETING MIX
The set of controllable tactical tools- product, price, promotion, and place (4
Ps), that the firm blends to produce the response it wants, in the target
markets.
The 4Ps
Product
The main product of the company is the mineral water by the name of Bisleri
Mineral water. Other than mineral water the company has also the soda water,
mountain water under its brand name called the Bisleri Soda Water and
Bisleri Mountain Water. The concept of bottled mineral water was introduced
in India, first by Bisleri, and that is the reason, it has become a generic name
for the mineral water. Bisleri has become a perfect synonym of the mineral
The main challenge facing the company or any other player in this mineral
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Bisleri – The Source for Pure Drinking Water
It is just water after all. This is what the Indian customers think of the bottled
water. If we are talking about a product like television we can think that the
innovations could provide extra benefits derived from the product. For
example other than its core usage the product can provide for Internet
Place
Place stands for the company activities that make the product available to the
good distribution network has to be there to support the good quality of the
product. Here in the case of the mineral water industry the distribution
network is the important factor in being competitive and the catch lies in
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Bisleri – The Source for Pure Drinking Water
DISTRIBUTION NETWORK:
category built up by Bisleri. It’s a battle that Bisleri can win by sheer
distribution muscle. One of the reasons why Bisleri is running strong in this
industry is its strong distribution network built over the years since its
inception. Further, Bisleri plans to increase its distribution network over the
southern and eastern region, where it is behind popular brands like Team in
Price is the sum of values that consumer exchange for the benefits of having
or using the product or service. Price is the only element in the marketing mix
group and lower income groups it is not hard to understand that pricing is one
Bisleri has met the expectations of the consumers in terms of pricing the
product and also making the product available in variations of litres, making
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Bisleri – The Source for Pure Drinking Water
250ml Rs. 5
500ml Rs. 8
1.Ltrs Rs. 13/-
2 Ltrs Rs. 22/-
5 Ltrs Rs. 40/-
20 Ltrs Rs. 70/-+ Rs. 150\- jar security
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Bisleri – The Source for Pure Drinking Water
Promotion
Modern marketing calls for more than just developing a good product, pricing
must also communicate with their customers, and what they communicate
promotion, and public relations tools that the company uses to pursue its
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Bisleri – The Source for Pure Drinking Water
ADVERTISING CAMPAIGN:
the opinion leaders. Youth are the opinion leaders of the present time. And
thus it becomes necessary to design the campaign keeping the youth in mind.
The opinion leaders would further trickle down the message to the less active
campaign stressing the point of purity and flaunting the patent right the
company has over the breakaway seal. The company has tried to put the
message across louder, by using the ad campaign that catches the eye of
Bisleri that was looking for a differentiator decided to make the breakaway
seal the symbol of purity. The tamper-proof seal was developed, around which
the communication was woven. The campaign stresses the safety provided by
the breakaway seal by illustrating the ease with which conventionally sealed
The objective with the campaign would have been to highlight the tamper-
proof seal and create doubt in the consumer’s mind of the purity of the other
brands. That is, Bisleri is the only one that guarantees purity and keeps you
Safe.
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Bisleri – The Source for Pure Drinking Water
COMPETITION
The mineral water market is set to explode and hit the Rs.2,000-crore mark in
the next couple of years. This is drawing the big guns attention. First
Britannia launched Evian. And recently, soft drinks giant Pepsi entered the
Meanwhile, Parle Agro’s Bailey has been growing steadily. Small local
players too are breathing down Bisleri’s neck riding on better trade margins
The competition facing Bisleri can be categorized into a few brand names like
Parle Bailey
Pepsi Aquafina
With Parle’s Bailey being the main competitor and second in market share in
unorganized sector.
Aquafina
The advantage for Aquafina is that though there are over 300 labels of bottled
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Bisleri – The Source for Pure Drinking Water
remember that every product with a name is not a brand; even Bisleri has
It does not have any emotional values attached to it. So there was no
different from the soft drinks market, where it will be very difficult for any
new player to find a slot. So the creative team at HTA virtually had an empty
canvas to work on. And it came up with a campaign that did have people
there is a reliable method of checking whether the bottle has been refilled.
The date of manufacturing has been written on the cap as well as on the
bottle. Thus a person who is refilling it would have to find a matching cap
Coca-Cola joined the race by announcing the imminent launch of its own
brand of water and, in the process, putting to rest rumors of its so-called
Chauhan is very popular in the southern part of India. Southern part of India
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Bisleri – The Source for Pure Drinking Water
accounts for 20% of the sale of the whole water market industry. Bisleri
would have a tough competition from Bailley since the company plans to
spread its presence in that part of the country. Another thing that makes the
competition difficult for the company is the price at which it’s competitor is
offering the product. Like Bisleri it also gives the 1 lt. For Rs.10. The only
strength point of the company, which it can capitalize, is it’s generic name.
And also the company would have to enter that market with a strong
distribution base. We know the fact that Bailley has grown at a rapid pace
using the route of franchising, which Bisleri has not adopted as yet. This is
another point, which the company would have to take care of to face the
competition.
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Bisleri – The Source for Pure Drinking Water
Is Dangerous
The bottled water market share of major brands is Bisleri (51%), Bailley (17%), Yes
(11%) followed by Kinley (10%), Aquafina (4%).
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Bisleri – The Source for Pure Drinking Water
FACTS
Bottled drinking water samples of some top brands– Bisleri (Parle Bisleri Pvt. Ltd.),
Bailley (Parle Agro Pvt. Ltd.), Aquafina (Pepsico India Holding Pvt. Ltd.), Kinley
(Hindustan Coca Cola Beverage Pvt.
Ltd.) and of other less popular brands like Best, Royal Aqua, Seagull etc., which were
being sold and manufactured in Mumbai and nearby areas like Pune and Daman, were
purchased randomly. All the samples were purchased from retail outlets in the market
and from railway station and were checked for proper seal, date of manufacture and
batch number.
Even the top brands, which claim to use treatment methods like purification filtration,
activated carbon filtration, demineralization and reverse osmosis were found to
contain residues of pesticides. It might be due to the reason that the manufacturers
may be by-passing the raw water after partial treatment and remixing it with the fully
treated stream so as to cut down the cost of treatment. On the basis of the results
different brands can be rated in terms of total organochlorine and organophosphorus
pesticides from least to most contaminated as-
Aquafina
Macblue
Bailley
Kinley
Bisleri
Brilliant
Bally
Apurva
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Bisleri – The Source for Pure Drinking Water
Royal
Aqua
Best
OXYRICH
When absorbed into the body, these pesticides are not metabolized
rapidly hence get stored in the fat.
The organ phosphorus pesticides affect and damage the nervous system and can cause
cancer. They can cause reproductive and endocrinal damage also.
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CONCLUSION
"Water, water everywhere, but not a drop to drink" from the Rhyme of the Ancient
Mariner is perhaps a fitting description of the attitude of many consumers living in
urban areas today who are increasingly looking toward bottled water as a means of
meeting some or all of their daily requirements.
Consumers may have various reasons for purchasing bottled drinking water, such as
taste, convenience or fashion, but for many consumers, safety and potential health
benefits are important considerations.
Thus, the pesticide used in the water makes it dangerous to use regularly.
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Bisleri – The Source for Pure Drinking Water
STRENGTH
Better packaging
Better management
Indian image
Better visibility
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Bisleri – The Source for Pure Drinking Water
WEAKNESS
one liter packs which accounted for 50 per cent of the company’s turnover has
come down to 30 per cent. The two-liter packs, which have practically
disappeared from the shelves, have come down from 20 per cent to five per
cent. The growth has come from the 500 ml and the five-liter category, which
Earlier, Bisleri was selling at a premium of Rs.12 for the same size. But
beginning last year, it has been selling its one- liter bottles at Rs.15 each.
Aqua Minerals attributes the Price slashing to retailer margins being on the
The competitive Rs.15 price tag has been working well for the brand.
of mass marketing 20-litre Bisleri bottles for an MRP of Rs.40. That works
place, it could change the face of the purified water market for keeps.
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Bisleri – The Source for Pure Drinking Water
OPPURTUNITIES
So far, Chauhan has not used the franchising route very aggressively unlike
Using this route. He has around six franchisees in Mumbai, Delhi, Chennai,
Bangalore, Goa and Rajasthan. “We shunned this route so far because in most
Now for further expansion we can afford to use the franchisee route.”
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Bisleri – The Source for Pure Drinking Water
THREATS
Bisleri will be taking the packs back and refilling them. But the packs cannot
be sterilized since the material used is PET and cannot withstand high
temperature. So how can he ensure purity?”
We subject the bottles to chlorine washes, hot water washes and ozone washes
The company is betting on the home segment. The reason being that filters
and water purifiers also need to be cleaned periodically and still do not
guarantee absolutely clean water. In order to service this segment, the five
liter packs are being pushed through the route of fat dealers (wholesale
dealers) who are retailers as well as stockiest and serve as supply points from
where customers can pick up the required quota. In future, consumers will be
able to call the fat dealer and place orders for home delivery of the five-liter
pack. The company has so far appointed 180 such dealers. This is a high
turnover, low-margin retailer who does not keep a store but serves a similar
purpose with other items such as rice or Atta.
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Bisleri – The Source for Pure Drinking Water
FINDINGS
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Bisleri – The Source for Pure Drinking Water
6.30% 3.97%
23.33% Kingfisher
Kinlery
Aquafina
Bisleri
54.45% 13.95% others
which 55.45% market share. While Kinley 23.33%, Kingfisher 3.97%, Aquafina
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Bisleri – The Source for Pure Drinking Water
demand, brand and profit margin. And then on second number they prefer to sale
kinley.
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Bisleri – The Source for Pure Drinking Water
INTERPRETATION:
60% sellers said that they have their maximum sales from Bisleri, 20% sellers said
that they have their maximum sales from Kinley, 10% said that they are getting
revenues from Aquafina, 8% said that they are getting revenues from Kingfisher, 2%
from others.
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Bisleri – The Source for Pure Drinking Water
26%
34%
Easily available
More demand
Quality Factor
40%
34% sale it because of its easily availablety and 26% sale it because of its good
quality.
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Bisleri – The Source for Pure Drinking Water
Q.5 When you talk of mineral water, what brands come to your mind?
15% 5% Bisleri
35% Aquafina
Kingfisher
25% Kinley
20% Others
INTERPRETATION:
35% seller said that when they think of mineral water Bisleri name comes in their
mind,25% of the seller said that Kingfisher comes to their mind, 20% said Aquafina
comes to their mind, 15% said Kinley and 5% said others.
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Bisleri – The Source for Pure Drinking Water
INTERPRETATION:
85% are aware about the product and 15% people are unaware.
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Bisleri – The Source for Pure Drinking Water
Q.7 Which brands of mineral water are more available in your shop ?
INTERPRETATION:
40% of the seller said that they kept Bisleri more in their shop ,25% said that they
stock more Aquafina, 15% Kingfisher as well as 15%Kinley and only 5% Others.
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Bisleri – The Source for Pure Drinking Water
INTERPRETATION:
As per the above analysis 40% sellers sell 10—15 bottles of Bisleri in a day, 25%
sellers sell 5-10 bottles in a day, 15% sell 0-5 bottles, 10% sell Above 15 bottles.
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Bisleri – The Source for Pure Drinking Water
Q.9 Are you satisfied with the current margins on this brand?
Yes
NO
INTERPRETATION:
As per the above analysis 88% sellers are satisfied with the current margins of this
brand, but 12% sellers are not satisfied.
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Q.10 Whether you are getting any complaints from customers, specify?
INTERPRETATION:
As per the above analysis 91% sellers said hat they never get any complaint from any
customer, but 9% sellers get the complaint from the customers.
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CONCLUSION
The players who will endure will be those who have a strong regional
TamilNadu. Similar brands with a regional presence are Siruvani, and Koday.
Thus, new players will be looking for a distinct positioning. One such brand
is Pepsi’s Aquafina, the largest selling bottled water brand in the US. After its
Chennai, Ahmedabad, Vadodara, and Pune. Pepsi has invested over Rs.5 crore
in the new Aquafina water project in Maharashtra, which is the only Aquafina
sense too, since surveys have indicated that an overwhelming majority of the
With the big players, who have the support of the financial muscle and a large
consumer base in other categories with them, like Pepsi, Britannia, Nestle and
Coke — the battle is the tougher arena of brand building. All the
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Bisleri – The Source for Pure Drinking Water
Selling bottled water requires constantly expanding the market. The company
should also target the market for soft drinks. All the soft drinks addresses
three issues: fun, thirst and refreshment followed by status to some degree.
The thirst and the status value of the mineral water are well accepted. There
is very little the mineral water brands can do to add the fun element around
the product. Again here, it becomes important for the company to have a good
easily available everywhere then it can be said with confidence that it would
be able to replace the soft drinks as thirst quencher. If we try and look at the
reasons that why consumers buy soft drinks as thirst quenchers: we would
find the answer as that either water is not available or if it is available then
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LIMITATIONS
A small segment of the market has been covered only, so the conclusion cannot be
generalized.
The data collected cannot be free from errors, since some of the respondents
failed to give correct information.
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RECOMMENDATIONS
Advertisement to build the brand image that will provide the required
POP (Point of Purchase) displaying the cost of water at Rs. 2 per liter,
as the perception of the people is that mineral water cost Rs. 10 per half
Lt.
To win over the consumer belief and faith over the genuity of the
product.
Display of hot and cold dispensers and bottles at places like hotels,
clubs and airports where upper class group visits, as they are the
The company should organize camps at various part of the city also road
filter/purified water and to tell the people how mineral water is more
To aware people the cost benefit analysis to the customer of how the
mineral water would cot less and benefit more, because people using
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Bisleri – The Source for Pure Drinking Water
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Bisleri – The Source for Pure Drinking Water
BIBLIOGRAPHY
Business Magazines
Websites
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Bisleri – The Source for Pure Drinking Water
Annexure
QUESTIONNAIRE
b. Kingfisher
c. Kinlery
d. Aquafina
e. Bisleri
f. Others
Q.2 Which brand of bottle water do you prefer to sell more
________________________________________________
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Bisleri – The Source for Pure Drinking Water
__________________________________________________
Q.9 Are you satisfied with the current margins on this brand?
Yes / NO
____________________________________________________
Q.10 Whether you are getting any complaints from customers, specify?
____________________________________________________
Q. 11 To which brand and reason?
_____________________________________________________
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