ASSIGNMENT BASED ON ADVERTISEMENT AND SALES PROMOTION IN CONTEXT OF BISLERI

BY KAREENA CHAUDHARY MBA- M&S, SEC- B A0102211019, Rollno-12 Under the Supervision of Ms. APARNA GOYAL In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Marketing & Sales At AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2012

MISSION STATEMENT

by RAMESH CHAUHAN

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.
OVERVIEW OF THE BISLERI:

BISLERI INTERNATIONAL PVT.TLD.

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turnover has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently Bisleri have 8 plants & 11 franchisees all over India. They have presence covering the entire span of India. In their future ventures Bisleri look to put up four more plants in 06-07. Bisleri command a 60% market share of the organized market. Over whelming popularity of 'Bisleri' & the

fact that they pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Bisleri.

At Bisleri the value customers & therefore have developed 8 unique pack sizes to suit the need of every individual. Bisleris packaged drinking water is present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, and 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in their effort to bring to customer something refreshingly new, Bisleri introduced Bisleri Natural Mountain Water water brought to you from the foothills of the mountains situated in Himachal Pradesh. Hence Bisleris product range now comprises of two variants. Bisleri with added minerals and Bisleri Mountain Water. It is their commitment to offer every Indian pure & clean drinking water. Bisleri Water is put through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent quality controls has made Bisleri a market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants. In their endeavor to maintain strict quality controls each unit purchases performs & caps only from approved vendors. Bisleri produce their own bottles in-house. The company has recently procured the latest world class state of the art machineries that put it at par with International standards. This has not only helped Bisleri to improve packaging quality but has also reduced raw material wastage & doubled production capacity. You can be rest assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is free of impurities & 100% safe. Enjoy the Sweet taste of Purity! For over 30 years, Bisleri has been the pioneer in the bottled water industry with its innovations and an eye for perfection. And ever since it was established in 1969, Bisleri has constantly searched for inspiration in nature.

This search has now led Bisleri to the new Natural Mountain Water. Inspired by nature, it comes to you from a pristine source situated in the beautiful and scenic mountains of Northern India. Natural Mountain Water resonates with the energy and vibrancy of health and well-being. It is packed with the goodness of nature's minerals which will refresh your senses and rejuvenate you. Bisleri invite you to experience their Natural Mountain Water - The sweet taste of purity.

PRODUCT OFFERINGS & RELATED STRATEGIES OF BISLERI: The sales and the marketing department keeps altering & refining the product portfolio according to the requirements of the consumers. Bisleri has the following products:1) VEDICA

The water that almost descends from the Gods: Vedica Natural Mountain Water comes to you in all its untouched purity, right from its source. Gushing from an aquifer with intense pressure, the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level, powerfully and consistently. The underground geological origin guarantees that there is no external Contamination, since the mouth of the water source is covered from rocks on all sides. Besides, being naturally fortified with silica, the spring is naturally free form any Microbial infection or pollution. Vedica Natural Mountain Water is also low on sodium, making it the perfect choice for the health conscious. It has a high proportion of

sulphates, which work as natural detoxifying agents. And its clear, sweet taste proves that it is free of calcium carbonate and magnesium carbonate salts, which give some mineral waters a chalky taste. Scientifically put, the Total Dissolved Solids in Vedica Natural Mountain Water is 225mg/ltr. It is also high in sulphates, the natural detoxifying agents. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste of purity. Vedica Natural Mountain Water is available in 500 ml and 1 litre bottles. SR. NO. 1 2 3 4 5 6 7 PARAMETER PH TDS at 180 deg.C (ppm) Calcium (ppm) Chlorides (ppm) Bicarbonates (ppm) Sulphate (ppm) Magnesium (ppm) BISLERI VEDICA 7.7 225 47 13 201 19 13

2) MINERAL WATER

Bisleri with Added Minerals:

This product is bottled drinking water at its best. Bisleri with added minerals has a TDS count (total dissolved solids count) of approximately 100. It contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times. Bisleri with added minerals is also put through multiple stages

of purification to ensure the elimination of all forms of bacteria. This makes the water you drink completely safe to consume. Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.

3) MOUNTAIN WATER

For over 30 years, Bisleri has been the pioneer in the bottled water industry with its innovations and an eye for perfection. And ever since it was established in 1969, Bisleri has constantly searched for inspiration in nature. This search has now led us to the new Natural Mountain Water. Inspired by nature, it comes to you from a pristine source situated in the beautiful and scenic mountains of Northern India. Natural Mountain Water resonates with the energy and vibrancy of health and well-being. It is packed with the goodness of nature's minerals which will refresh your senses and rejuvenate you. We invite you to experience our Natural Mountain Water - The sweet taste of purity

The company produces eight sizes of packaged drinking water namely 20 litter jar 5 litter jar 2 litter bottle 1.5 litter bottle 1 liter bottle 500 ml bottle 250 ml bottle 250 ml cup PRICING AND RELATED STRATEGIES: Bisleri believes in Ethical Pricing. No compromise has been made by the company on the

price front despite the cut-throat price war existing amongst various players in the Water bottling industry.In Water bottling it was one of the oldest entrants to enter the market in 1965. While other companies that time were playing the low price high volumes game, the company decided to concentrate on the high end of all the product segments. Bisleri believes in value marketing. It is exactly opposite of what other brands stands for. Other brands are pushing volume by sacrificing value. Bisleri is sacrificing volume for value. . However the company after three years in the market has come down to mass marketing. Now it is targeting all the segments in the market. It is even concentrating on the rural areas now. Price of its various pack size are as follows:Packsize 250 ml 250 glass 500 ml 1 ltr. 1.5 ltr. 2 ltr. 5 ltr. 10 ltr. no.of bottles 24 24 20 12 12 9 1 1 Retailers price (Rs.) 115 80 140 115 160 160 35 43 MRP(per bottle) Rs.6 Rs.4 Rs.10 Rs.15 Rs.20 Rs.25 Rs.40 Rs.50

20 ltr. Soda Mountain Vedica

1 24 12 12

60 260 130 140

Rs.70 Rs.15 Rs.20 Rs.25

DISTRIBUTION AND RELATED STRATEGIES OF BISLERI: Bisleri is currently selling its products in 1800 towns and cities with of one lakh and above. It has 32 branch offices, 1140 distributors and 2,000 dealers all over the country. Bisleri have been in the rural areas for the last 20 years. Unlike other consumer goods companies, bisleri haven't woken up to the rural areas only now. Some 2,000 trucks and 500 distributors make sure that Bisleri is available in every nook and corner of the country. By the end of 1999, the company plans to reach another 7000 towns with a population of 50,000 or more. In this process it will add on to 60 distributors and 1000 dealers. To achieve this sends eight vans to crisscross the country covering 5000 km every month, to familiarize the trade and the customers with Bisleri products. In every city, Bisleri approached the best dealers in a scheme ridden market; it positioned itself as an ethical company. Instead of discounts Bisleri wanted dealers to pay an advance for Bisleris products. This ensured that the dealer would push the brand in the market place, even if it was just to keep his oven cash from staying blocked. In the long run this created a pent-up demand for the brand. To meet the growing demand for Bisleri from consumers we are working on expansion and hence will be setting up 25 new bottling plants across the country which will be in Maharashtra, Kerala, Jammu & Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand and North Bengal states.

4 PS OF MARKETING OF BISLERI:

PRODUCT- A product is anything that satisfy human want (customers) and includes product quality, features, benefits, design, style, color, services and warranties. Small unit packaging Branding

PRICE- Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs. Minimum Price of Bisleri ranging from Rs.4 and so on.

PLACE- Place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. Here in the case of the mineral water industry, the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country.

PROMOTION- The rural markets offer big attractions to the marketers, one of the most important questions frequently asked is how do we reach the large population through different media and methods? Local language newspapers and magazines. Television advertisements. Wall paintings. Films.

ADVERTISING STRATEGIES OF BISLERI:

Advertising the product in melas, fairs, weddings and corporate functions and events. Encourage people to take opt bisleri product in special occasion by offering them at minimum price. Aware them the importance of mineral water. Advertise Bisleri product by wall paintings. Promoted the product by mobile van and that too in small packs.

Bisleri Cares!
Water - also called the elixir of life, makes up 70% of our bodies and is consequently most essential for our existence. Although we can survive for weeks without food, it only takes a few days before lack of water in our body becomes fatal. Our bodies lose about 250 ml of water every day. Therefore, it is important to keep in mind that water needs to be constantly replaced. Doctors recommend drinking at least 8 to 15 glasses of water every day.

SOCIAL RESPONSIBILITES OF BISLERI

The Jayantilal Chauhan Education & Research Trust (JCERT) undertakes projects for augmentation of ground water mostly in the state of Gujarat. These projects consist of construction of check dams which help in storage of rain water post monsoon and consequent rise of the water levels of wells in the villages of the surrounding villages. Because of this increase in the water level of the villages in the vicinity of the check dam, water is available to the farmer for a second harvest during the year, thereby improving agricultural output of his land.

With the aid of the Gujarat government, JCERT has helped in the construction of 30 such check dams with the help of the local villagers. These check dams have contributed to saving 10,000 million liters of rain water for the surrounding villages (Appended: Details of JCERT Projects till date in Gujarat).The largest project undertaken by JCERT was a check dam at Sandasal, District Vadodara, completed in the year 2007 on the river Goma in Gujarat which has a storage capacity of 4,050 million litters (Appended: Sandasal success stood).

In the latest project, JCERT has undertaken the community development of Village Bakrol, near Vadodara, Gujarat. The village has a population of 1200 persons and depends on a well for drinking water requirements. Our laboratory reports showed high TDS, Calcium & Magnesium content in the well water sample and after having done a reconstruction of the well wall and and cleaning of the well, these values have gone down considerably; JCERT intends to help the

villagers further by placing a customized water filter fitment there. This proposed water purifier system will be low on cost & maintenance and will not require a constant supply of electricity.

Childrens Day Celebrations at Bisleri Every Child is Special in association with Concern India Foundation - November 14, 2008
Last week, Bisleri Head Office organized an art event for children on Friday, 14th November on the occasion of Childrens Day which involved 30 underprivileged children as well as children of our employees. This was done in partnership with Concern India Foundation. Concern India Foundation is an Indian non-profit public charitable trust that supports development oriented grass-roots working on the issues of Education, Health and Community Development.

The guest kids were each presented an art kit and asked to make paintings on the theme Water. We are pleased to say that the event turned out be a great day-out for these underprivileged children and gave us all a chance to bring a smile on the faces of these children who are not as advantaged as many others.

Bisleri Celebrates World Environment Day on June 5, 2009.

On the occasion of World Environment Day on June 5, 2009, Bisleri made a small contribution towards making our world a greener place.

We are pleased to say that Bisleri is now a part of the UN Billion Tree Campaign of the United Nations Environmental Program (UNEP). Under this campaign, people, communities, organizations, business and industry, civil society and governments are being encouraged to plant trees. The objective of the campaign is to plant at least ONE BILLION trees worldwide each year.

With the help of 60 volunteers from Head Office & Mumbai Plant of Bisleri, we distributed about 1000 small plants to office goers at Bisleri Chowk on the Western Express Highway in Mumbai. Clad in Bisleri T-shirts and caps we spread happiness by presenting Bisleri bags containing a small plant, our tissue box and a pamphlet with tips on how to conserve water every day to people in cars, rickshaws and two wheelers.

This was a small step towards becoming an environment friendly corporate entity for us. We hope to undertake many more such initiatives on a larger scale and at all our locations across the country with your help and co-operation. Bisleri harvest 10 billion liters of rain water every year. More than just a initiative, its a clear reflection Bisleis outlook to life, whether its product, people and profitability. Bisleri is leading the way in bringing about positive changes in peoples daily life. Some initiative involves small community, other that involve the entire population but they are both part of meaningful movement called Aqua Green Revolution. One of the guiding principles of the Aqua Green Revolution is to return profits to the environment'.

BISLERI IN NEWS:

Bisleri has been the first to introduce mineral water to India. For over 30 years, Bisleri remains the pioneers in the bottled water industry with its ever-evolving innovations and product offerings.

From investing crores into the natural water business to completely revamping the packaging, Bisleri has always been in the news. Please use the links on the left to read articles from various publications and view video snippets from news channels.

Headline Fruity flavored water from Bisleri to hit market soon Bisleri to take on kinley with vedica Bisleris expansion thrust Bisleri eye market with Indian Diaspora Bisleri plan 25 plant in 2010 of retail market leadership Bisleri set to launch protein-added water

Publication Financial Express

Month-Year Apr.2010

Financial Express Business today Mint Economics Times

Mar 2010 Mar 2010 Jan. 2010 July 2009

Mint

June 2009

Bisleri starts Himalayan move against Mt. Everest How do you build a brand around water

Economic Times

July 2008

Mumbai Mirror

Feb.2008

MEDIA (TV)

BBC, India Business Report

UTV, News @ 4

CNBC Awaaz, Aaj Ka Karobar

COMMITMENT Rigorous Research and Development and stringent quality controls have made us market leaders in the bottled water segment. Bisleri has always been committed to offering every Indian pure and clean drinking water. Hence Bisleri water is put through multiple stages of purification, ionization and is hygienically packed for final consumption.

To maintain strict quality controls in every unit, we not only purchase caps from approved vendors, we also manufacture our own bottles, in-house. To be at par with International standards, We have recently procured the latest state-of-the-art machinery which has not only helped us improve packaging quality but has also reduced raw material wastage and doubled production capacity. You can rest assured that you are drinking safe and pure water when you consume Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity!

Bisleri says 'Stay Protected' latest TV ad:

In an attempt to break clutter, the brand has rolled out a new TVC with animation at its core. Steering clear of the tried and tested anti-germ explanation, flippantly known as the 'Dettolroute', Bisleri has rolled out a new ad campaign that carries the message 'Stay Protected'. The campaign marks the first time the brand has taken to animation in its communication.

Print Advertisement of Bisleri:

IN DEPTH ADVERTISING F BISLERI:

BISLERI AS THE TITLE SPONSORSHIP:

HOARDINGS:

BILL BOARDS:

SWOT ANALYSIS OF BISLERI:

STRENGTH: Major market player and 40 years old brand, so it has great trust. Huge demand in the market. Almost every customer asks for Bisleri packaged water. Premium brand image in the mind of customers. Which help to attract a major portion of Customers. Bisleri is innovative in launching new range and good quality products. Bisleri has a strong presence in the international and domestic market An effective sales department and a large no. of potential sales person, who has vast experienced knowledge about the market and good relationship with the distributor & retailers. Delivery at free of cost. Home build production facility Innovation of new products like mountain, Vedica. Cooperation among various department and its work culture Break away seal (unique capping), design and eye-catching color of bottles.

WEAKNESS: Low margin. Retailers are not keeping Bisleri as its margin is less than its competitors. No scheme. Bisleri is not providing any scheme unlike its competitor. Poor advertising. Competitor has edge on electronic media, print media advertising but Bisleri does not have this edge. No display, stand and freeze to the retailers. Replacement problem. Company is not replacing the damaged or expired bottle. Carton quality is not durable.

OPPORTUINITY: New corporate offices are opening in the semi urban and rural areas. New shopping malls are opening & can open direct sales counter like EDM mall. Extension of Metro Stations. Increasing interest of people of using packaged water in ceremonial program like weddings, birthdays, parties and events etc. Sales and brand promotion in rural areas. Tie-up with some food & restaurant chain.

THREATS: Growing market share of the competitors. Low demand of 1.5ltr.and 10ltr. as compare to other pack size. Dissatisfaction with company regarding accounts which would directly affect sales of products. Low awareness among people about mountain & Vedica. No alternative product which the other brands are having.

MARKETING SEGMENTATION, TARGETING AND POSITIONING OF BISLERI:

SEGMENTATION:

Geographic City -Metro cities Cities with population over 1 million. Semi-urban areas Towns Rural areas- Semi villages.

Demographic Income lower, Middle, Upper middle group. Education Literate and Illiterates.

Psychographic Social class - lower, middle, upper class. Life style -outdoor & sports oriented. At an instance when one is thirsty.

Health conscious people.

Meant for people who travel.

Behavioral Occasions -Parties, meetings, travelling and events. Benefits - safe & secure. User status -Regular user & potential user

TARGETING:

Bisleri is planning to open 25 new bottling plants in the coming years.This should make market penetration a much easier task.

While consolidating the brand presence in the metropolitan and Class A and B cities and target class C cities and whole rural markets in the coming years. To increase its reach and visibility for consumers, Bisleri has started a free-home delivery service for all seven sizes, wherein people can order cases of bottles online. The brand will launch its communication on various platforms, including print and television and BTL activities.

POSITIONING:

Bisleri position their product on the purity platform FIRST AD CAMPAIGN - Launch an ad campaign Pure and Safe September 2000 shift in positioning from Pure and safe to Play safe SECOND AD CAMPAIGN- The Sweet Taste of Purity THIRD AD CAMPAIGN- Bisleri the Mountain Water FOURTH AD CAMPAIGN- Bisleri Water from the Mountain

CHALLENGES OF THE BISLERI:

The main challenges for any organization is his competitors. Bisleri has the following competitors:

KINELY AQUFINA KING FISHER MCDOLLARS CATCH

In the age of competition price has also come up with a new problem. Because other brand has lesser prices than bisleri & other companies give more margins to the retailer than the bisleri.

Competitors are providing various schemes with soft drinks. But Bisleri is not having these kind facilities. There is no motivational program for salesman & distributors. In some cases some elements are found in jar. shipping problem i.e. late in loading There is accounts problem Promotional and branding problem. It has less hoarding, stand etc. Plant capacity problem. During the pick season production is not enough to meet the demand.

FUTURE PLAN OF BISLERI:

Bisleri is all set to make a splash abroad, it will start exporting Bisleri Mountain Water to take on the likes of French brand Evian Bisleri Will soon be launching hexagonal bottle in Europe and America. The company plans to introduce new products like flavored and sparkling water. The company is aiming to grow at 35-40% rate in 2011. Company, has announced plans to establish 25 new bottling plants across India. is planning to invest Rs 500 million ($10.4million) in setting up these new bottling plants in

Maharashtra, Kerala Jammu and Kashmir Himachal Pradesh Tamil Nadu Karnataka UP Orissa Jharkhand North Bengal states

New packaging in bottles and 20 lt. jar. Increase the distribution network with an investment of over 200 crores. More focusing on rural areas now.

CONCLUSIONS:
Success in todays highly charged competitive market depends not only in product innovation and level of productivity but also on efficient service network with technological advancements and information edge. Bisleri is trying to lower the cost of production and trying to give more emphasis in creating value added customer base and customer service. Bisleri is which have more, efficient, and meaningful service network and who have controlled the cost of distribution leading the market. Bisleri is finding that they can attract more customers by giving better service or lower prices through better distribution channel. In order to increase sales volume, only an efficient dealer and retail network can help in the geographical reach of a companys products in rural areas and focusing to target the whole rural markets as soon as possible. Total quality is the key to value creation and customers delight for Bisleri. High customer satisfaction leads to high customer loyalty towards branding & feature of Bisleri products.