Presented by: Ankit Singh Anurag Narayan Neha Agarwal Ruhi Sood Satyakam Dharkar

The Bisleri Story so far

1969: Bought Bisleri bottled water from

an Italian company, Felice Bisleri. It was bottled in glass bottles then.

Early-1980s: Shift to PVC bottles.

Mid-1980s: Switch to PET bottles, As it

gave more transparency and life for water.

The Bisleri Story (Contd.)

1995: Launch 500 ml bottle, sales shot up

by 400 per cent.

2000: 20-litre pet container was

introduced. Prices slashed from Rs 10 a liter to Rs 2 a liter.

tamper-evident seal.

1998: Introduced a tamper-proof and 2010 Market leader with share of 60%

Bisleri Today
11 franchisees and 8 plants across India,

with plans of setting up 4 new plants on the anvil.

Great Brand Recall 'When you think of bottled water, you think

Bisleri'.

New product Bisleri Natural Mountain

water with two variants Bisleri with added mineral and Bisleri Mountain water

MARKETING MIX
PRODUCT PRICE

PLACE

PROMOTION

PRICE
Currently following aggressive pricing 1.2 Ltr @ Rs 10 2Lts @ 20 5 Ltr @ 40 20 Lts @ 75

PLACE
Good distribution network
Hotels and restaurants

Commercial complexes
Households Corporates

PROMOTION
New advertising campaign Play safe
Temper proof seal Trendy packaging

using aqua green to distinguish against other brands (blue cover) & take on duplication

Economic & Socio cultural Forces

Competitive Forces

Marketing Environment

Technological Forces

Legal and Regulatory forces

COMPETITIVE FORCES
Strong competition from Aquafina and Kinley. Smaller local players eating away the pie.

People switching to Water Purifiers.

The product differentiation on the basis of

quality became difficult

ECONOMIC &SOCIO CULTURAL FORCES

MNCs are waiting in the wings to expand

a $ 287 billion global water market into India

Bulk water packs of 20 litres grew at a

rate of 30-40% in 2008 alone

Branded bottled water is the fastest

growing industry in the beverage sector.

TECHNOLOGICAL FORCES
Process of purification Focus on Hygiene High value of bottle seal

Shape of the bottle

Shift from PVC non returnable bottles to

advanced PET containers Introduced hexagonal flat sleeved bottle

LEGAL & REGULATORY FORCES

The need for standards and regulations is of great importance, according to the Asian Bottle Water Association (ABWA).

The health ministry and Bureau of Indian Standards specified the standards for water Mandatory for manufacturers to mark the BIS certificate number on the labels.

Target Market
Consumers of packaged water are no longer restricted to the upper class but include middle class and lower-middle class families as well.
Corporate and households looking for purer and safer drinking water is a big chunk of Bisleris market

Behavioral

Psychographic

Market Segmentation

Geographic

Demographic

Market Segmentation
Geographic
City Metro cities, cities with population over 1 million Semi urban areas - Towns

Demographic
Income Middle, Upper middle and High income group

Market Segmentation
Psychographic
Social class middle, upper middle & upper class

Behavioral
Occasions parties, meetings and travelling Benefits safe and secure User status regular user and potential user

Marketing Objective
To grow Market share to 80%. Expand distribution network for meeting changing needs of the consumers Strengthen the direct link between consumers and the company

Close collaboration with contract packers and franchisees for these expansion plans.

STRENGTHS

WEAKNESS
Unable to sustain growth in smaller segments

Strong Brand Recall Effective distribution network Has good consumer loyalty Diversified product portfolio Frequent quality checking Good incentives to dealer

Higher cost of production

Low penetration in tier 2 & tier 3 cities

OPPORTUNITIES
Flavoured water segment
Exploring the product to other countries Untapped rural market

SWOT

THREATS

Competition from small local players Adulteration remains a big challenge High market potential lucrative for new players People switching over to purifiers Aquaguard, Kent etc.

Growing health consciousness

Increasing presence in tier 2 & tier 3 cities High value customers Railways & Airlines

The scandal..
September 12th, 2003 Mumbai
FDA suspends sale of Bisleri after detecting some

irregularities at its Andheri factory ACCUSED OF FOLLOWING CHARGES : Bisleri's Andheri plant - sources water from a borewell, which is stored in an underground tank that is barely 50 feet away from a toilet The tank was not properly tiled from inside. Instead of using glazed tiles, it was cemented & had a rusting lid The company re-used its 20-litre jars without sterilisation or even cleaning it with chlorinated water

 The commissioner also displayed a twocentimetre long insect in a five-litre plastic jar

of Bisleri water.
The factory premises were inspected The entire batch had been recalled from the market

Consequences
Bisleri asked not to release the ready stock of

bottled water at the plant for sale, unless every batch was inspected The only brand whose market share slipped in March 2003 was Bisleri with a 35 per cent share Sales of Kinley, Aquafina went up, eating away Bisleris market share demand for premium niche natural mineral water brands like Himalaya, Evian and Catch also spiralled smaller brands continued to operate in regions that have low awareness levels

OUR SUGGESTIONS
Marketing objectives Target Marget Marketing Strategy

Marketing Objectives:
Enhancing visibility and expanding

market base Building customer loyalty Emotional attachment water of India Going global
REBRANDING BISLERI

TARGET MARKET
Sports Sector Business markets:

Airlines
Hospitals Hotels Educational Institutions

Railway network

Youth ( aged: 15 30) Loyalty Focus:

premium high class

Upper middle class Penetration focus : semi educated middle class

THINK OUT OF THE BOTTLE !

Foray into the sports industry

Understanding the dynamics of the

sports industry Eg. IPL, Commonwealth games

Official water of IPL , 2010

Eg. Aquafina , official water of Major league Baseball (MLB)

Business to business sales

Hospitals :
will enhance its authenticity as a

pure and safe drinking water Build an image More visibility across sectors

Airlines:
Tie up with airline industry including

flights as well as airports

Target the premium high class

customers
Offering thin margins, as to penetrate in

this sector, initially.

Educational Institutions
Presence in major universities

throughout the country Opportunity: Outstation students as well as working professionals

Brand ambassadors :

SACHIN TENDULKAR

AMITABH BACCHAN

Emotional connect : The water of India as against the foreign brands Eg. Aquafina, kinley

Customer Loyalty Programs

Winning the trust again!

Eg. Showing commercials highlighting the certification obtained by IMA that it is tested for purity & certified for the same Aggressive promotion Drive. Associate rewards as a promotional measure for retaining the customers Converting Bisleri from a low involvement product to a high involvement product

 Tie Up with Multiplexes, restaurant

chains, RWAs, Fast food chains

Spread awareness in schools and

cashing on the pestering power

New ways of advertising like OOH Media

or Sponsoring local college fests and festivals.

QUESTIONS ??