A presentation on Bisleri

History
The origin of BISLERI lies in Italy and the brand owes its name to its founder MR.FELICE BISLERI, an Italian entrepreneur. In1967, BISLERI set up a plant in Bombay for bottling and marketing actual mineral water, which did not quite work. By1969, BISLERI wanted to exit the business and to help him out the Chauhans bought the brand, intending to turn it into a soda brand. Since then it has come a long way. Now, it owns a large percentage of shares in the Indian market and also it has its presence in International Water Market. WATER WATER EVERYWHERE BUT JUST A LITTLE THAT IS CLEAN JOURNEY OF BISLERI 1969: Buys BISLERI bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC (Poly Vinyl Chloride) bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.

History
1993: Sells carbonated drink brands like Thumps Up, Gold Spot and Limca to Coca-Cola for Rs. 400 Crore. 1995: BISLERI launches a 500 ml bottle and sales shoot up by400 per cent. 2000: Introduces the 20-litre container to bring prices down from Rs. 10 a litre to Rs. 2 a litre. 1998: Introduces a tamper-proof and tamper-evident seal. 2000: BIS cancels BISLERI'S license of water bottling in Delhi since some of the bottles did not carry ISI label; the license is restored one-and-a-half months later. 2002: KINLEY overtakes BISLERI. The national retail stores audit by ORG-MARG show Kinsleys market share at 35.1 percent compared to BISLERIS 34.4 per cent. 2003: BISLERI says it plans to venture out into Europe and America to sell bottled water.

Past
Bisleri was the market leader in the early 1990s. In 1990-Parle Bisleri ltd had a 70% market share. For major players like Pepsi and Coca-Cola, Bisleris market eroded. Bisleri launched pure and safe ad campaign. Bisleri was a generic brand uptil 2000.

Present

Present Bisleris distribution network contributed to the companys decline in market share. Currently Bisleri is struggling to hold on to its 40% market share.

SWOT analysis of BISLERI

STRENGHTS
Quality Standard Trust for brand Innovation in the form of following Packaged drinking water Pet Bottles Breakaway seal Hexagonal Bottles Family Pack Marketing Distribution system Experience of Mr.Chauhan (M.D of Bisleri) Bulk Segment is used for households also Growing popularity The break away seal

MISSION STATEMENT

To provide the highest quality product, keeping in mind all aspect including freshness purity and safety and making it easy available to the consumer at very affordable price. By Ramesh Chauhan (M.D of Bisleri International Pvt ltd)

Weakness

Age old Distribution System Reuse of bottle by local sellers and illegal manufacturers Faults in production Pressure by Government Authority Not meeting the demand of the customer

Opportunities
By 2001 the Mineral water market in India was of Rs 500 Crore and was growing @ 40% p.a. Indian fitness market which is a 1,800cr & is growing @ 13% p.a. Market expansion by acquiring local brands Expansion in Europe Launch of premium pack Change of image Increase in production

Threats
Competitions from rival brands such as Pepsis Aquafina & Coca Colas Kinley. Entering of new player Water filter manufacturers Illegal manufacturers Strong distribution channel of the other manufacturers New government policy

Product Positioning Promotion Distribution

Key towards

Continue to concentrate on bulk line (5, 10 and 20 Liters) Why PLAY SAFE? Shift position of the brand to Feel Fresh Fitness market growing in India @ 13% p.a. Spend more money to strengthen the distribution channel by implementing more plants.

Distribution Channel

THE SWEET TASTE OF PURITY

Future

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