CASE STUDY ON

BYABDUR RASID MULLAHROLL NO-163551 (CIM)

BACKGROUND

• AN ITALIAN COMPANY CREATED BY SIGNOR FELICE BISLERI .

• INTRODUCTION OF BOTTLED WATER IN INDIA IN TWO VARIETIES BUBBLY & STILL IN 1965

• PARLE TOOK OVER BISLERI IN 1969

• PARLE INITIALLY SOLD MINERAL WATER IN GLASS BOTTLES

• IN 1972-73 , PARLE SWITCHED OVER TO PVC NON-RETURNABLE BOTTLES

• IN 1993, COCA-COLA BOUGHT PARLE’S SOFT DRINK BRANDS- THUMPS-UP, LIMCA ,MAZZA ETC.

• THEN BISLERI COMES UP CAMPAIGN OF PURE AND SAFE AD.

• HAD A MARKET SHARE OF 70%.

• BUT IN 2000-01 , COMPANY FACE MAJOR COMPETITION FROM COCA-COLA & PEPSI.

• IN SEPTEMBER 2000, PARLE BISLERI LAUNCHED ITS PLAY SAFE AD CAMPAIGN.

• BISLERI IS THE LEADING BRAND OF BOTTLED WATER IN INDIA. • THE INDUSTRY IS GROWING AT THE RATE 55% PER ANUM.• BISLERI HAS 60% MARKET SHARE IN PACKAGED DRINKING

WATER IN INDIA.• 54 BOTTLING PLANTS , 9 PLANTS ARE COMPANY OWNED

& REST ARE FRANCHISEE OR CONTRACT PACKERS.• IT IS AVAILABLE IN 8 PACK SIZES: 250ML CUPS, 250ML

BOTTLES, 500ML, 1 LITRE, 1.5 LITRE, 2 LITRE, 5 LITRE, AND 20 LITRE.

NEED IDENTIFICATION

• PEOPLE WERE HYGIENE CONSCIOUS SO BISLERI STARTED “PURE AND SAFE” CAMPAIGN

• EVERYONE POSITIONED THEIR PRODUCTS ON THE PURITY PLATFORM, SO THE NEED TO DIFFERENTIATE AROSE

• LARGE SHOPS AND COMMERCIAL COMPLEXES WERE FAST EMERGING AS ATTRACTIVE TARGETS AND BISLERI ATTRACTED THEM WITH BULK PACKS

• IT HAS CHANGED ITS COLOR FROM BLUE TO GREEN.

• SMALL PACKS TO ATTRACT THE MARKET WHERE THERE WERE NO COMPETITORS

• BISLERI IDENTIFIED THAT THE 1 LITRE PACK WAS NOT CONSIDERED TRENDY

SEGMENTATION,POSITIONING,TARGETING

• SEGMENTATION• THE BRANDING AND SEGMENTATION OF BISLERI IS VERY STRONG AS IT COVER

HOUSEHOLD TO BIG HOTELS.

• GEOGRAPHIC CITY SIZE: MOSTLY MAJOR CITIES & SUB METROS CLIMATE:HOT & HUMID

• PSYCHOGRAPHIC LIFESTYLE:TRAVEL FREAK PERSONALITY:HEALTH CONSCIOUS

• DEMOGRAPHIC FAMILY SIZE: MOSTLY INDIVIDUAL & ALSO FAMILIES CORPORATE

• POSITIONING BISLERE POSITION THEIR PRODUCT ON THE PURITY

PLATFORM LAUNCH AN AD CAMPAIGN “PURE AND SAFE” SHIFT IN POSITIONING FROM “PURE AND SAFE” TO “PLAY

SAFE” PEOPLE CONSUME MINERAL WATER NOT FOR MINERAL

BUT FOR SAFETY SAID BY CHAUHAN

• TARGETING• TO TARGET THE CUSTOMER BISLERI LAUNCHED DIFFERENT

PRODUCT LINE WITH DIFFERENT PRICES AND DIFFERENT SIZE OF BOTTLES.

• PRICE OF THE BOTTLE IS SUCH THAT CAN BE AFFORDABLE TO THE ALL SEGMENTS

• COMPANY PLANNING TO TARGET MORE TOWARDS LOWER SEGMENT WITH THE INTRODUCTION OF SMALL PET GLASSES.

BisleriRetail

Bulk

250ml , 500ml , 1L

5L & 20L

SWOT ANALYSISSTRENGHTS•Nearly 60% share in market..•Well established distribution channel.•Initiaters advantage.•Brand recognisation.•Only company in 1.5ltr segment.•Best quality product accepted.•Number Of Variants- Bisleri is available in a large number of variants which makes it consumer friendly as per their requirement.

OPPORTUNITIES•Growing Indian packaged drinking water market.•Expected to cross 1100 crore mark.•Scarcity-The metropolitans and big cities have a scarcity of pure drinking water which Bisleri can cater.•Increase in production.

WEAKNESSES•Highly priced products.•High costs of production.•Distributers reluctant to change.•Awareness-The customer are not aware of the 7 stage purifying process of Bisleri and the added minerals which are available.

THREATS•Nearly 200 brands in this sector.•Many new players entering market.•Competitors ability to invest. Eg-Pepsi and coke.•Price sensitive customer-People focus more on low price.•Increasing Duplicity-The duplicity in the market is rising inspiteof steps taken by the management.

A RANGE OF PRODUCTS 0R SKUS 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)

Product

PRICE

• COMPARATIVE PRICING• GEOGRAPHICAL PRICING

E.G. GUJARAT VILLAGE RS.5/- PER 500 ML. MUMBAI RS.12/- PER 500ML.

• PRODUCT LINE PRICING• IMAGE PRICING

OLD PACK RS.5/-PER 500ML NEW PACK RS.10/-PER 500ML

DISTRIBUTION• BISLERI HAS A VERY STRONG DISTRIBUTION NETWORK, WHICH MAKES IT REACH OUT TO

ALMOST ALL THE REGION IN THE COUNTRY.

• THE BISLERI USES THREE LEVEL OF DISTRIBUTION CHANNEL AS IT CONSISTS OF WHOLESALERS, DEALERS AND RETAIL SHOPS.

• BISLERI HAS 54 BOTTLING PLANTS ACROSS INDIA AND WORKS ON ITS DUAL-DISTRIBUTION STRATEGY TO GAIN COMPETITIVE ADVANTAGE.

• ON A NATIONAL LEVEL, THERE ARE 2,000 TRUCKS ON CALL FOR BISLERI, WHILE THE NUMBER OF TRUCKS AVERAGES 300 AND 250 IN THE MUMBAI AND DELHI MARKET ALONE.

• EVERYDAY, NEARLY 5,000 DELIVERY VANS DRIVE OUT OF THESE 54 STRATEGICALLY LOCATED BISLERI BOTTLING PLANTS CARRYING OVER 1 MILLION UNITS OF PURE, SWEET DRINKING WATER TO REPLENISH THE STOCKS OF 2,500 DISTRIBUTORS AND NEARLY 6,00000 RETAIL OUTLETS

• THROUGH DISTRIBUTORS IT ALSO GOES TO THE INSTITUTIONAL BUYERS OR ORDERS OVER INTERNET.

DISTRIBUTION CHANNEL OF BISLERI

PROMOTION• PRINT-AND-TV CAMPAIGN

• PURE & SAFE• PLAY SAFE• THE SWEET TASTE OF PURITY• BISLERI THE MOUNTAIN WATER• BISLERI BOTTLE FALLING FROM MOUNTAIN

• SAFETY FEATURE - TAMPER PROOF SEALS.

• WEAKNESS OF CONVENTIONALLY SEALED BOTTLES -"BREAKAWAY" SEAL

MISSION• “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.”

Vision

• ITS VISION IS TO BE THE DOMINANT PLAYER IN THE BRANDED WATER BUSINESS WHERE THE SECOND

PLAYER IS LESS THAN 20% OF ITS BUSINESS.

MAJOR PLAYERS IN PACKAGED WATER INDUSTRY

PARLE'S BISLERI

COCA COLA KINLEY

PEPSICO AQUA FINA

MANIKCHAND OXYRICH

PARLE AGRO BAILLEY

HIMALAYA

MARKET SHARE

BISLERI VS KINLEY VS AQUAFINA

CONCLUSION• SEGMENTATION, TARGETING AND POSITIONING

IS VERY IMPORTANT• DISTRIBUTION NETWORK PLAYS A VERY

IMPORTANT ROLE• PACKAGING AND PRICING PLAY AN IMPORTANT

ROLE IN BRAND BUILDING AND BRAND RECALLING• INNOVATION IS THE KEY FOR SUCCESS OF A

FIRM SO IT IS IMPORTANT TO CHANGE WITH TIME • ADVERTISEMENTS HELP IN PROMOTION OF THE

BRAND

THANK YOU……….