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 CocaCola & 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
Percentage
60%
50%
40%
30%
20%
10%
0%
Percentage
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
Weakness
•No continuous innovation in the product
•Not able to penetrate on premium segment
•Bisleri is the pioneer in the market
•Not more focus on advertisement
•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
Threats
•From the players like Kinley, Aqua fina,
Himalaya Bailley, & Other local & rural
products
•Can enter in the market of water purifier
•New enters in the market like Amul
•Can tab the maximum rural market of the
country
•Tie-up with railway canteen & stalls
•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
Customer’s Mind
Mineral Water
Bisleri
Aquafina
Kinley
Oxyrich
Himalaya
Brilliant
Best
Brain Cells
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
Mumbai
Rs.5/- Per Ltr.
Rs.12/- Per Ltr.
• Product Line Pricing
– Image Pricing
Old Pack
New Pack
Rs.5/-Per 500ml
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
YoU