Case Study on

Reinventing of Bisleri

Presented to,
Prof. Murgesh
Gaglani
 GROUP MEMBERS
HARSHADA MAHADALKAR 86

JAMUNA AGRAWALLA 102

KAUSHAL VEDANT 114

MANDAR TERSE 130

MOHD. IBRAHIM MIRZA 149

SANTOSH SHAD 244

SUFIYAN PATEL 267

VIJAY DINDRAMA 287

ZEUS MISTRY 302

BACKGROUND OF THE CASE
In 1990 Parle Bisleri had become synonymous with
branded water & had a market share of 70%.

Other players position them self as packaged drinking

water.

In 1990 Bisleri comes up campaign of Pure and Safe ad.

But in 2000-01 , company face major competition from

Coca-Cola & Pepsi.

The market share of Bisleri decline, starting loosing the

No.1 position from the market.

In September 2000, Parle Bisleri launched its Play Safe ad

campaign.
PACKAGED DRINKING WATER INDUSTRY 2008
Rs. 1500 crore packaged water industry

The industry which is growing at the rate

55% per anum

Estimated to grow around Rs. 1800 crore

by 2010

Approximate 20% brands in organized

market & around 80% Local Brands
THE MAJOR PLAYERS IN PACKAGED
WATER INDUSTRY
Parle's Bisleri

Coca Cola Kinley

PepsiCo Aqua Fina

Manikchand Oxyrich

Parle Agro Bailley

Major Players Market Share in India
2008
 Bisleri Profile
A Italian origin company.

Parle bought over Bisleri in India In 1969

Currently 54 bottling plants , 9 plants are company

owned & rest are franchisee or contract packers.

Company put through multiple stages of purification,

ozonised & finally packed for consumption.

Company commitment to offer every Indian pure &

clean drinking water
 Strengths
Bisleri is the synonymous with branded
water
Bisleri is the pioneer in the market
Major market share
Generic name for packaged drinking water
40 years old brand so name its self is
TRUST
Focus on safety
Opportunities
Can enter in the market of juices &
beverages
Can enter in the market of water purifier
Can tab the maximum rural market of the
country
Tie-up with railway canteen & stalls
Weakness
No continuous innovation in the product
Not able to penetrate on premium
segment
Not more focus on advertisement
Threats
From the players like Kinley, Aqua fina,
Himalaya Bailley, & Other local & rural
products
New enters in the market like Amul
If government ban on plastic use then
company will be in trouble
PORTER'S 5 FORCES
 Continue
Bargaining Power of Suppliers
Increase in the cost of Raw Material (cap cost , labeling
cost, bottle cost, carton cost)
Suppliers supply raw material to local players
As plastic bottle banned another substitute will be glass
bottle

Threat of Substitute
Substitute are Fruit Juices, Health Drinks ,Soft Drinks
Juices like Real , Slice Mangola , Priya gold Treat, Coca Cola
 Continue
Intensity of Rivalry Firms
Local brands are major contributing 80% of market share
Around 200 registered brands in India

Bargaining Power of Buyers

Local brands are available in the market in the cheap price
Buyers have choice from wide variety of suppliers
Demand is more in the market but branded suppliers is less
compare to local suppliers

Barriers to Entry / New Product

New entrants in the market like Amul Narmada Neer
Market is growing which attracts new entrants
 Segmentation
Geographic
- City Size:- Mostly Major Cities & Sub Metros
Climate:- Hot & Humid
Psychographic
Lifestyle:- Travel Freak
Personality:- Health Conscious
Demographic
Family Size:- Mostly Individual &
Sometimes Families
Corporate
Behavioral
Benefit:- Thirst & Quality
Brand Loyalty:- Split Loyal
 Targeting
Targets middle segment people

Price of the Bottle is such that can be

affordable to the all segments

Company planning to target more

towards lower segment
 Positioning
Where is the Product in the
Customers Mind

Mineral Water
Bisleri

Aquafina Brain Cells

Kinley

Oxyrich

Himalaya

Brilliant
Best
 Product

A range of products
that suits all the
occasion

For daily traveling consumption (250ml cups,

250ml & 500ml bottles)
For Long traveling consumption (2, 1.5 & 1 Ltr.)
For Office, Home, Marriage or Meeting use (5 &
20 Ltr. Returnable packs)
 Price

Comparative Pricing
Geographical Pricing (Transportation
Chugs)
E.g. Gujarat Village Rs.5/- Per Ltr.
Mumbai Rs.12/- Per Ltr.

Product Line Pricing

Image Pricing
Old Pack Rs.5/-Per 500ml
New Pack Rs.9/-Per 500ml
 Place

Intensive Distribution
25 bottling units

A fleet of 2,000 vehicles

1,20,000 retail outlets ,12,000 each in

the metros of New Delhi and Mumbai
 Promotion
Advertising Campaign
First Ad Campaign
PLAY SAFE

Second Ad Campaign
The Sweet taste of Purity

Third Ad Campaign
Bisleri The Mountain Water

Fourth Ad Campaign
Bisleri bottle falling from mountain
 Recommendation
Keep Innovating at regular interval

Improve penetration in the market which includes rural

market

Advertise regularly to maintain top of mind recall

Improve ties up resorts & restaurant

Introduce sparkling water to cater to niche category &

obtain more shelf space

Keep tab for duplication

tHaKu
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