Analysis of the market strategy plan for the retail sales of the mineral water brand bisleri.

The sweetest taste of purity.

By:Ashutosh Goyal Alka Singhmar

To analyse existing marketing strategy of Bisleri. To asses the brand awareness of Bisleri among customers. Comparison of existing level of retail sales of Bisleri with major competitors.

To

increase the sales of BISLERI mineral water To study the distributor perception and attitude towards the Bisleri

Mineral water company Founded :- 1965 Headquarters :- Mumbai , India Parent company:- Parley Bisleri Ltd. Products :- Mineral water , mountain water , fizzy soda 8 plants and 11 franchisees in all over India.

Type of study: Descriptive Type of data: Primary, Secondary Sampling unit: The data was collected through the Retailers , the research was carried in particular areas of Jaipur city Sampling size : The number of respondents were 300 Type of sampling: Convenience Sampling technique

The study which I did and while working with BISLERI, is limited to Jaipur region only whereas the company is running on the national level successfully. The findings are based on the data collected from various sources so any flaws in them will directly affect the results. The time available for the project was only 1month which restricts to go in deep of each and every concept.

DATA ANALYSIS

7%

Yes

No

93%

20%

Yes

No

80%

Less margin

Facilities

Behavior of Distributor

Other

10% 10%

20%

60%

up to 10 carton

10 to 50 carton

50 to 100 carton

more then 100 carton

10% 15%

40%

35%

Bisleri

Aquafina

Bailey

Kinley

others

5% 20%

5%

15%

55%

300

250

200

150

Series1

100

50

0 Yes No

Yes

No

15%

85%

6%

yes No

94%

200 180 160 140 120 100 80 60 40 20 0 Taste Price Packaging Brnad Series1

9%

26%

Bisleri Kinley 31% Aquafina Bailey others 14%

20%

180 160 140 120 100 80 60 40 20 0 Between 20-30 Between 30-40 Between 40-50 Above 50 Series1

Bisleri is one of the leaders in bottled mineral water and facing a huge and tough competition from its competitors. Bailey and Aquafina are the two brands that are most preferred by the customers in the field of bottled mineral water. Generally, the prices of BISLERI products are more in comparison to the other competitors in the market.

In corporate offices and organizations BISLERI has a very good image and due to this image it is demanding more in this segment. Companies like BAILEY, AQUAFINA, KINLEY are rapidly growing because of the offers & margins which they provide to their customers. Although the service of BISLERI has been good but still the services of other brands are acting as USP for them and is affecting the market share of BISLERI.

After making full efforts to be efficient enough to generate the information which can be used for the future growth I found that in bottled mineral water BISLERI is a leader whereas some other established brands giving cut throat competition to BISLERI. To grow faster and attain maximum attention of the customers it should think over its advertising strategies, these strategies plays a major role in deciding the sales, revenue and growth rate of firm.

There is a very vast potential market for mineral water in Jaipur, if targeted properly the company can gain a good amount of advantage. If BISLERI go for advertisements (putting stands, display, ice boxes) specifically then it can see a great amount of revenue because at present Pepsi & Coca Cola are earning so high because these type of advertisements.

As the retailers are demanding for refrigerator, so BISLERI can also come up with soda water & lemon juice so that it can easily provide the refrigerator to its customers which can increase its sale of mineral water also. Bisleri should try to resolve retailer complaints on time.

Thank

you