Mangement Student

Marketing of maineral water-Bisleri
Executive Summary
Package drinking water: The fountain of all life. Even a toddler will tell you it is a prime need of the body. i!ty per cent of our body weight is made up of it. "ater can also be the cause of much misery. Especially in #ndia$ where contaminated water continues to bring down millions with diseases such as diarrhea$ dysentery$ typhoid$ %aundice and gastro-enteritis. &etting pure drinking water from municipal taps in cities and towns is now a lu!ury. 't home most people are forced to either boil water or install purifiers. "hile traveling or eating out in restaurants$ buying bottled water has become a necessity. This need has seen an e!plosion of companies marketing (safe drinking water) in bottles across the country. *ow around +,, companies sell an estimated -.- million liters of bottled water valued at around /s. .,, crore in the country annually. The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking water started in +01,s. The trend of having mineral water gained grounds in the market. ince ancient time people have used water from mineral springs$ especially hot springs$ for bathing due to its supposed therapeutic value for rheumatism$ arthritis$ skin diseases$ and various other ailments. 2epending on the temperature of the water$ the location$ the altitude$ and the climate at the spring$ it can be used to cure different ailments. This started the trend of using mineral water for drinking purpose to e!ploit the therapeutic value of the water. This trend started gaining momentum in mid +03,s and since then large 4uantities of
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Marketing of maineral water-Bisleri bottled water from mineral springs in 5rance and other European The concept of bottled has been 4uite prevalent in western countries due to greater health consciousness and higher awareness about health and hygiene countries are e!ported every year. #n #*2#' with e!posure of media and e!posure to international life styles$ deteriorating levels of potable water$ increase in a number of water borne cases$ increase in awareness about health and hygiene and other related factors led to acceptability of concept of mineral water. The market has not looked back ever since then and has grown leaps and bounds to such an e!tent that a number of genuine as well as fly-by -night operators have entered it to milk it.
Table of Content
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Chapt er !
PARTICULARS
Pg. o.
"E ERAL I TR#$UCTI# !.! #b%ective !.& Re'earch (etho)ology !.* Scope #f Stu)y !.+ Limitation' !., Sample
!-*
&
PAC.A"E $RI .I " /ATER &.! 0o1 i' 2ottle 1ater )ifferent from Tap 1ater &.& Competition &.* Type' #f 2ottle /ater
&.+ "ro1th In 2ottle 1ater In)u'try
+-3
2ISLERI *.! Intro)uction *.& Expan'ion *.* 2i'leri To)ay
!4 - !&
(A U5ACTURI " PR#CESS +.! Storing #f /ater +.& 6 Stage' #f /ater Treatment Plant
!& -!7
Marketing of maineral water-Bisleri +.* 2lo1ing Proce'' +.+ 2lo1ing Plant +., 5illing Part , (AR.ETI " (I8 ,.! Pro)uct ,.& Price ,.* Place ,.+ Promotion ,., Segmentation ,.6 (ar9eting Practice' ,.: Tra)e Promotion Tool' 6 CASE 6.! 0o1 2i'leri Reinvente) It'elf ; Staye) at the Top even 1hen into the mar9et 6.& Colour #f (oney 6.* (ar9et 2u<< : 5UTURE :.! 5uture Plan' :.& 2i'leri=' plan' #f Expan'ion +*- +, e1 companie' came *:- +& !3 - *6
#2>ECTI?E Through this pro%ect my ob%ective has been to understand the following: To know about the current scenario of bottle water market.
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Marketing of maineral water-Bisleri The reasons for a stunted growth in the package drinking water brand To know how the brand B# 6E/# still rules the bottle water market To know the marketing strategies applied by B# 6E/#$ its manufacturing process its - Ps etc and what is its impact on the consumers To understand and reali7e the needs and wants of consumers and how to fulfill them 5inally # carried out a survey to find out which is the most preferred brand by the people 8 the survey was carried on in south Mumbai specially in areas like church gate and colaba.
0o1 i' bottle 1ater )ifferent from tap 1ater@

Con'i'tent Auality and ta'te are two of the principal differences between bottled water and tap water. "hile bottled water originates from protected sources - largely from underground a4uifers and springs - tap water comes mostly from rivers and lakes.
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'nother factor to consider is the )i'tance tap water must travel and what it goes through before it reaches the tap. #n compliance with international regulations$ bottled water is 'eale) an) pac9age) in sanitary containers. #f a bottled water product is found to be substandard$ it can be recalled. This can9t happen in case of tap water. 'ccording to regulations in the : $ when bottled water is sourced from a community water system the product label must state so clearly. ;owever$ if the water is sub%ect to distillation$ de ioni7ation or reverse osmosis$ it can be categori7ed that way$ and does not have to state on its label that it is from a community water system or from a municipal source. Processing methods such as reverse osmosis remove most chemical and microbiological contaminants
Competition
The bottled water industry has two other industries as its biggest competitors in from of "ater purifiers industry and the soft drinks industry. Though the water purifier industry should be credited to have done the spadework$ for setting up the foundation of bottled water industry but still it acts as competitors especially in the household and institutional consumption market. o the water purifier is a strong competitor in household and institutional market the soft drinks market is a strong rather very strong competitor in the retail consumption market. Bottled water became a product in the "est during the +0.,9s and developed rapidly. ;uge market si7e$ numerous local brands and controlled price mechanism are some of the features of the market there. <onsumers in the "est are quality conscious and display brand loyalty. #ndian consumers lack on both the counts. #n 'sia$ #ndonesia is the largest and the oldest market for bottled water. #n #ndia$ bottled water is still not perceived as a product for masses though= the scene is changing slowly thanks to low pricing and aggressive marketing strategy adopted by new entrants. ome surveys show that truck drivers on highways form a ma%or chunk of bottled water drinkers. Penetration in rural areas is another significant factor that is likely to play a key role in the development of the bottled water trade. #n comparison to global standards #ndia9s bottled water segment is largely unregulated. afe water is rated with a different yardstick in different countries. #n #ndia$ the aspect has been overlooked for long. #ndian consumers tend to believe that any bottled water is safe water. This may not be the case.
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Type' of 2ottle) /ater
There are several different varieties of bottled water. The product may be labeled as bottled water$ drinking water or any of the following terms. Arte'ian /ell /aterB Bottled water from a well that taps a confined a4uifer >a water bearing underground layer of rock or sand? in which the water level stands at some height above the top of the a4uifer. $rin9ing /aterB 2rinking water is another name for bottled water. 'ccordingly drinking water is water that is sold for human consumption in sanitary containers and contains no added sweeteners or chemical additives >other than flavors$ e!tracts or essences?. #t must be calorie-free and sugar- free$ 5lavors$ e!tracts or essences may be added to drinking water$ but they must comprise less than one-percent- by @weight of the final product or the product will be considered a soft drink. (ineral /aterB Bottled water containing not less than .1, parts per million total dissolved solids may be labeled as mineral water. Mineral water is distinguished from other types of bottled water by its constant level and relative proportions of mineral and trace elements at the point of emergence from the source. *o mineral can be added to this product. Purifie) /aterB "ater that has been produced by distillation$ deioni7ation$ reverse osmosis or other suitable process can be labeled as purified bottled water. Ather suitable product names for bottled water treated by one of the above processes may include (distilled water) if it is produced by distillation$ (de-ioni7ed water) if the water is produced by deioni7ation$ or (reverse osmosis water) if the process used is reverse osmosis.
Marketing of maineral water-Bisleri Spar9ling /aterB "ater that after treatment and possible replacement with carbon dio!ide contains the same amount of carbon dio!ide that it had at emergence from the source. Spring /aterB Bottled water derived from an underground formation from which water flows naturally to the surface of the earth. pring water must be collected only at the spring or through a borehole tapping the underground formation finding the spring. /ell /aterB Bottled water from a hole bored drilled or otherwise constructed in the ground$ which taps the water of an a4uifer.
"ro1th in 2ottle /ater In)u'trie'B

#t was in +0B3 that B# 6E/# set up a bottling plant for manufacturing and marketing its mineral water$ which failed badly. #n +0BC-B0 the brand ( B# 6E/#) was sold to the (Parle group) by the #talian company$ Parle group launched B# 6E/# soda and mineral water$ but again the concept failed as the #ndian customer was not ready to buy water in bottled form. The market remained dormant for the ne!t two decades >i.e. from +03, to +00,? the market throughout this period was formed mainly by the premium segment like five- star hotels. #n the early +00,9s was the onset of liberali7ation policy$ and sell-off of ma%or soft drinks brands$ B# 6E/# was compelled to test the waters again. Today the demand of bottled water is increasing at a much higher rate that of carbonated soft drinks. The market si7e of bottled water too is
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Marketing of maineral water-Bisleri e!pected to surpass the si7e of soft drinks market in near future. ;66$ which too has identified the bottled water as a growth area of future$ is presently looking or some suitable brand for ac4uisition. Britannia too evinced some initial interest in the market but now seems to have postponed its plans. The e!isting players too are set to e!pand their distribution network to have their presence across the country. The market is also e!pected to undergo a ma%or consolidation phase. 's one of the ma%or factors that are important for success in the market is the distribution network$ the players with deep pockets are e!pected to go for ac4uisition of e!isting small regional players to spread their network across the country. 'lready <oke has tied up with Des for manufacturing of its brands in areas where it doesn9t have presence.
Though <oke and Pepsi have both$ well established distribution network as well as bottling 8 manufacturing plants$ they seems to be at advantage but players like ;66 and *estle with strong financial muscle can easily turn the tables in their favor through ac4uisition route.
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The following table shows the growth in the package drinking water industry
Cear +00B-03 +003-,, .,,,-,. .,,.-,.,,--,0
"ro1th rate E-- F +, F 1, F 3, F 0,F
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Intro)uction of 2i'leri
#n +0B3$ Bisleri an #talian company$ started by ignor 5elice Bisleri$ first brought the idea of selling bottled water in #ndia. #t started a company called Bisleri #ndia. #n +0B0$ /amesh <hauhan$ the <hairman of Parle E!ports$ bought over the brand. #n those days$ Bisleri packaged drinking water was available in glass bottles. Being a returnable package owing to various other problems such as breakage and weight$ in +03.-3E$ Bisleri was made available in PG< >Poly Ginyl <hloride? bottles. 'fter this plastic packaging was introduced$ things started to change$ and sales increased rapidly. The upsurge in the sales of Bisleri started in +00E as /amesh <hauhan sold off the Parle stable of brands$ including Thums :p$ 6imca and &old pot. /ecognising the potential of the packaged drinking water market$ he then went on to concentrate on making Bisleri a top selling brand in #ndia.Marketing and Brands Blog Bisleri a brand name synonymous to mineral water in #ndia. #t has appro!imately B,F market share in packaged drinking water in country. Brand is owned by Parle <ompany$ which bought over Bisleri in +0B0 from #talian company. #nitially$ Bisleri faced the problems of acceptance from consumers. #t was difficult to advertise for a company something as a bottled water$ which is colourless$ tasteless and odourless. #n mid eighties company changed its packaging to PET bottles which shows transparency and clear water to consumers. This gave mineral water market a boost. #n #ndia$ water is scarce and 4uality is poor so initially the consumers were only foreigners and */#9s. Therefore$ to increase its customer9s base$ company came up with comfortable and affordable price bottle which was a great success and showed -,,F growth. #ndia bottled water market is appo! is worth /s +$,,,-+$.,, crore >/s +,+.billion?. eeing this growth over the years$ many new players have entered the market. 'mongst them Hinely from <oke$ '4uafine from Pepsi$ kingfisher and now ;imalayan from Tata are main players of industry. There are many ups and down in last couple of years but brand recall of Bisleri is ama7ing which helped company. #n order to differentiate form other players company tries to come up with different and new campaigns on regular intervals
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Marketing of maineral water-Bisleri #n case of food and water$ whenever people are suspicious of the 4uality of product they don9t eat unhygienic food and instead of having non purified water they prefer to stay thirsty. Bisleri itself seems to play on this need for safety$ coining the popular tag-line IPlay it safe9. The advertising helped differentiate the product from its competitors who$ more or less$ communicated nothing. Bisleri9s seal was also breakaway >hence irreplaceable?$ even though this manufacturing process of sealing seems to be slow and could clog up the assembly line. omewhere along the now that space was occupied by '4uafina and Hinley. The (safe) breakaway seal was replaced by a regular seal$ but the change wasn9t communicated and more variants >packaging? emerged. ome of these variants were sold simultaneously. They were manufactured in different parts of 2elhi$ and one had the website www.bisleri.com printed on it$ while the other had www.bisleri.co.in printed. o$ the mistake was a complete lack of communication on Bisleri9s part. *ow they have a new product out - a mineral water brand >as opposed to a packaged drinking water brand?$ and they are advertising it. till$ there are three types of Bisleri bottles in the market in 2elhi right now. *ow again Bisleri changed its packaging and came up with a new bottle. #t has been general feeling that Hinley9s new packaging is more acceptable by the people as it is easy to grip it. #n a packaged water market$ where the product is not so differentiated$ the company has to constantly innovate new branding techni4ues$ distribution channels$ advertising and in fact new packaging techni4ues. 'ccording to the Bureau of #ndia J #mages Kn tandards there are +$.,, bottled water factories all over #ndia >of which B,, are in one state -- Tamil *adu?. Aver +,, brands are vying for the /s +$,,,-crore >/s +, billion? bottled water market and are hard selling their products in every way possible -- better margins to dealers$ aggressive advertising$ catchy taglines.... #n such a scenario$ The trategist takes a look at how it all started -- with Bisleri -- and how /amesh <hauhan$ chairman$ Parle Bisleri created a market out of pure water. E!cerpts from a conversation with Prerna /aturi: "estern E!press ;ighway in Mumbai has been the route to success for two well-known men. Ane was the make-believe super biker cum thief Habir aka
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Marketing of maineral water-Bisleri Lohn 'braham in the Bollywood flick 2hoom= and the other is the crafty /amesh <hauhan$ who has masterminded the runaway success of the /s.1,, crore bottled water brand$ B# 6E/# in the country$ from his +st floor office in the sparkling green a4ua fill B# 6E/# building. B# 6E/# was originally an #talian <ompany created by ignor 5elice B# 6E/# who first brought the idea of selling bottled water in #ndia. B# 6E/# then was introduced in Mumbai in glass bottles in two varieties @ bubbly 8 still in +0B1. Parle bought over B# 6E/# >#ndia? 6td. in +0B0 8 started bottling Mineral water in glass bottles under the brand name IB# 6E/#9. 6ater Parle switched over to PG< non-returnable bottles 8 finally advanced to PET containers. ince +001 Mr. /amesh. L. <hauhan has started e!panding B# 6E/# operations. #n .,,E B# 6E/# announced its venture to Europe. 5or over E, years$ B# 6E/# has been the pioneer in the bottled water industry with its innovations and an eye for perfection. 'nd ever since it was established in +0B0$ B# 6E/# has constantly searched for inspiration in nature.
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The %ourney till no1

+0B0: Buys Bisleri bottled water from an #talian company$ 5elice Bisleri. #t was bottled in glass bottles then. Early-+0C,s: hifts to PG< bottles. ales surge Mid-+0C,s: witches to PET bottles$ which meant more transparency and life for water. +00E: ells carbonated drink brands like Thums :p$ &old pot and 6imca to <oca-<ola for /s -,, crore. +001: Bisleri launches a 1,, ml bottle and sales shoot up by -,, per cent. .,,,: #ntroduces the .,-litre container to bring prices down from /s +, a litre to /s . a litre. +00C: #ntroduces a tamper-proof and tamper-evident seal. .,,,: B# cancels BisleriMs licence of a water bottling in 2elhi J #mages K since some of the bottles did not carry # # label= the licence is restored one-and-a-half months later. .,,.: Hinley overtakes Bisleri. The national retail stores audit by A/&-M'/& show HinleyMs marketshare at E1.+ per cent compared to BisleriMs E-.- per cent.
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E8PA SI#
<hauhan may be short$ stocky and nearing 3,$ but his enthusiasm and vibrancy over the years has not diminished an iota. 'fter all$ despite the entry of a slew of M*<s >including <oca- <ola with H#*6ED and Pepsi<o with 'N:'5#*' and their cutting edge marketing gimmicks$ <hauhan has not lost his first mover advantage in the segment. ;e has been able to sustain and grow his market share in the over /s..,,, crore #ndian bottled water mart. ("e have no competitor. Aur biggest competition is our own incompetence$) he grins$ describing how it is the unorgani7ed sector$ which is presently walking away with the largest chunk of their potential consumers. B# 6E/# claims BBF market share of the organi7ed segment. (#f we were present where the unorgani7ed players are selling$ they would not be there at all$) grimaces <hauhan. Parle 2i'leri Limite)B Expan'ion plan' Parle Bisleri 6imited is undertaking a ma%or e!pansion to increase its manufacturing facility as also to widen the distribution network. The total pro%ect cost is estimated around /s .B, crore. Af this$ /s B, crore will be utilised to e!pand the e!isting manufacturing facilities wherein the bottling capacity would be doubled to .,, million cases per day. 'round /s .,, crore will be spent on increasing its distribution network five-fold over the ne!t two years. 's a result$ the company will have +,-lakh retail outlets backed by a fleet over 1$,,, vehicles. Parle Bisleri also plans to procure recycling plants from Lapan$ for its PET bottles$ and set up at least two such plants in <hennai and 2elhi at a cost of /s five crore each by this year-end. <rushed and compacted bottles from other parts of the country will be transported to the two plants and a better part of the compacted PET will go into manufacturing polyester yarn. Though the company plans to come out with an #PA$ two years down the line$ the present capital e!penditure plan will be financed entirely through internal accruals.
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Marketing of maineral water-Bisleri :nder the leadership and vision of Mr. /amesh L. <hauhan$ B# 6E/# has undergone significant e!pansion in their operations. The company has witnessed an e!ponential growth with their turnover multiplying more than twenty times in a short span of +, years. The average growth rate over this period has been around -,F with B# 6E/# en%oying more than B,F of the market setting up - new plants on water industry in #ndia which has made it ynonymous to Mineral water and a household name. o naturally M"hen you think of bottled water$ you think B# 6E/#M. share. <urrently B# 6E/# has !! franchisees and 7 plants across #ndia= with plans of
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2ISLERI T#$AC
B# 6E/# values its customers 8 therefore has developed C uni4ue pack si7es to suit the need of every individual. "e are present in .1,ml cups$ .1,ml bottles$ 1,,ml$ +6$ +.16$ .6 which are the non-returnable packs 8 16$ .,6 which are the returnable packs. Till date the #ndian consumer has been offered B# 6E/# water$ however in our effort to bring to you something refreshingly new$ we have introduced B# 6E/# *atural Mountain "ater - water brought to you from the foothills of the mountains situated in ;imachal Pradesh. ;ence our product range now comprises of two variants: B# 6E/# with added minerals 8 B# 6E/# Mountain water
#t is capturing its market in #ndia as well as other continents. B# 6E/# has been no + and is capturing #ndian market by providing best 4uality over a period of long time. *one of the water products in line are able to compete with B# 6E/# and thus B# 6E/# stand uni4ue in the market. Bisleri9s commitment is to offer every #ndian pure 8 clean drinking water. B# 6E/ water is put through multiple stages of purification$ o7onised 8 finally packed for consumption. . /igorous /82 8 stringent 4uality controls has made B# 6E/# B# 6E/#9 a market leader in the bottled water segment.
endeavor to maintain strict 4uality controls each unit purchases
performs 8 caps only from approved vendors. B# 6E/# produces their own bottles in-house= 8 have recently procured the latest world class state of the art machineries that puts them at par with #nternational standards. This has not only helped them improve packaging 4uality but has also reduced raw material wastage 8 doubled production capacity. Dou can be rest assured that you are
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Marketing of maineral water-Bisleri drinking safe 8 pure water when you consume B# 6E/#. B# 6E/# is free of impurities 8 +,,F safe. En%oy the weet taste of Purity O
(anufacturing Proce''
B# 6E/# manufacturers its own products and has its own manufacturing unit which includes various machines$ the whole manufacturing process is carried on by B# 6E/# at its plant. The whole manufacturing process is divided into different parts and it consists of different activities like water purification treatment$ blowing of the bottles$ filling of the bottles$ packing of the bottles etc. The manufacturing process of B# 6E/# is carried on in different parts: Storing #f /ater The water is taken from the boring well and then is stored in huge tanks$ B# 6E/# has B tanks of 1,$,,, litres each$ and water is first taken from the boring well and stored in these tanks.
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Marketing of maineral water-Bisleri Tanks in which water is tored
6 STA"ES #5 /ATER TREAT(E T PLA TB

+. APA*'T#A* .. 5#6TE/'T#A* E. <'/BA* 5#6TE/'T#A* -. /E E/GE A MA # 1. M#</A 5#6TE/'T#A*
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D TEM
Marketing of maineral water-Bisleri B. APA*E T/E'TME*T 1) #D# ATI# B The process of o7onation ensures that the water remains free from bacteria$ so that the water can have a longer life and the machine used for this process of o7onation is called o7onator.
2) 5ILTERATI# B The process of filteration removes suspended particles from the water by sand filteration.
*E CAR2# 5ILTERATI# B The stage of carbon filteration removes bad odour and colour from water and purifies it.
+E RE?ERSE #S(#SIS SCSTE(B This stage of reserve osmosis system controls all the dissolves solid particles and it converts hard water into soft water.
,E (ICR# 5ILTERATI# B :nder this stage of micro filteration additional safety measures are taked to guarantee purity of water. #n this stage addition of mineral magnesium sulphate and potassium bicarbonate is processed.
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6E #D# E TREAT(E TB The o7one treatment increases the shelf life of water. To ensure mineral water is held safe free from contamination$ ultraviolet treatment and o7onisation process is carried out. A7one is unstable trivalent o!ygen$ a very powerful bactericide with no side effect$ as it disintegrates into o!ygen within couple of hours. terili7ation effect of o7onised water continues even after water is packaged$ thereby ensuring safety of Mineral "ater up to its final packing. To ensure high 4uality of packing materials$ components like caps and bottles are manufactured in-house from resins of 4uality suppliers. &ood Manufacturing Practices are stringently followed at all times. Processing is religiously monitored at every stage. Testing source water$ processing parameters$ microbial 4uality$ packaging material integrity and finally$ shelf life studies$ forms an integral part of 4uality and safety assurance plan.
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2i'leri to have o1n )i'tribution net1or9

udha Menon P:*E$ 'pril P'/6E 2rinks plans to put up its own distribution network across the country for the Bisleri mineral water brand. The company will invest appro!imately /s. .,, crores to procure .$,,, trucks and hire the same number of sales people by end-.,,, to e!tend the penetration of the brand. Mr. /amesh <hauhan$ <hairman$ Parle 2rinks$ said he e!pects an almost -,, per cent growth in business when the number of trucks transporting Bisleri mineral water doubles from the current +$,,,.
Predicting that he e!pects his companyMs turnover to touch /s. +$,,, crores within the ne!t two years$ he said the idea is to ensure that the Bisleri brand reaches every nook and cranny of the country. ;e said: QQThe key to success in any business is the distribution and if you have that in your control$ you have won more than half the battle.MM
Meanwhile$ Mr. <hauhan$ who puts ParleMs +000-.,,, turnover at /s. E1, crores >up from /s. +B, crores last fiscal?$ also plans to grow the market with the five-litre value pack$ targeted mainly at homes and institutions.
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Marketing of maineral water-Bisleri This bottle$ priced at /s. .1$ essentially makes mineral water available to the consumer at /s. 1 a litre. The one-litre bottle is available at /s. +.$ while the half-litre one is priced at /s. 1. Mr. <hauhan is now on the look-out for high4uality cups to make the water available in smaller 4uantities.
<onsumers who buy the five-litre value pack have to pay a /e. + deposit to the retailer$ which can be redeemed once the bottle is returned. The five-litre packs$ launched last 2ecember in &oa$ are currently available in si! cities$ including 2elhi$ Bomba y and Bangalore$ and sell over 1$,,, bottles a day$ according to Mr. <hauhan.
QQThe company hopes to make the value packs available across #ndia in the ne!t couple of months$MM he added.
;e is$ meanwhile$ dispatching people to Lapan this week to procure a recycling plant for the PET bottles and said at least two such plants would be set up in <hennai and 2elhi at the cost of /s. 1 crores each$ by the end of the year.
<rushed and compacted bottles from other parts of the country will be transported to the two plants$ Mr. <hauhan said$ adding that a better part of the compacted PET will go into the manufacture of polyester yarn: QQ# have already discussed R with /elian ce and a couple of other manufacturers R the possibility of selling the polyester yarn thus manufactured.MM ;e hopes to ensure that all used Bisleri bottles come back to retailers by offering incentives.
The company plans to double its advertising budget from the /s. E crores of last year to /s. B crores ne!t year$ according to Mr. <hauhan$ who said it will also promote the five-litre pack with events and PoP displays.
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Marketing of maineral water-Bisleri "ith business growing e!ponentially$ Mr. <hauhan is convinced that water is the business to be in: QQBisleri is almost a generic name$ the *o. . in the business is way behind me$ and # hope to keep it that way.MM
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2L#/I " PR#CESSB

' small tube like plastic which is known as IP/E-5A/M9 is blown with the help of a machine called #2E6 which has a temperature of about C, to 0, degree <elsius$ when this P/E-5A/M is put into the #2E6 machine it is blown up by its heat and turns out into a bottle in a specific shape according to the mould plates available in the #2E6 machines which gives the bottles a specific shape
PRE-5#R(
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2L#/I " PART

The small tube made from plastic known as P/E-5A/M= initially was manufactured but due to hygienic reasons it was stopped and now it is got from outside and is out sourced. The #2E6 machine is only used for blowing the empty bottles. Even the caps of the bottles are outsourced as the manufacturing of the caps would involve a lot of time. o the #2E6 machine only helps in the blowing of the bottle according to mould plates available in it which give it a perfect shape and the P/E-5A/M and the bottle caps are outsourced.
SI$EL
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5ILLI " PART

Ance the empty bottles are made and blown up the water is filled into it. The machine used for filling the water in the blown bottle is called 2ynathronic. The speed of this 2ynathronic machine is that in one minute ++, bottles can be filled. There are 3 stages to the filling process= they are: +? The bottle is sterili7ed with air pressure .? Then the bottle is filled with water E? The bottle is sealed with a cap -? 6abeling of the bottle takes place 1? 'll mandatory information such as marking the batch number$ manufacturing date$ e!piry date and M/P. B? #nspection of the bottle such as checking$ sealing$ printing and filling. 3? 6astly the bottle is packed.
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(ar9eting (ix
Accor)ing to Philip 9otler Fmar9eting mix i' the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the targeted market) #n simple words marketing mi! is the combination of four basic elements S ingredients under one head. The -Ps ie Product$ Place$ Price$ and Promotion.
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PR#$UCT
Types of products B# 6E/# values their customers 8 therefore have developed C uni4ue pack si7es to suit the need of every individual. They presently have .1,ml cups$ .1,ml bottles$ 1,,ml$ +6$ +.16 and .6 which are the non-returnable packs 8 16$ .,6 which are the returnable packs.
Products Produced by B# 6E/#
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B# 6E/# with added Minerals B# 6E/# Mineral "ater contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the p; balance of the body but also help in keeping you fit and energetic at all times.
2i'leri (ountain /ater

B# 6E/# *atural Mountain emanates from a natural spring$ located in :ttaranchal and ;imachal nestled in the vast hivalik Mountain ranges. 6auded as todayMs Mfountain of youthM$ B# 6E/# *atural Mountain "ater resonates with the energy and vibrancy capable of taking you back to nature. B# 6E/# *atural "ater is bottled in its two plants in :ttaranchal and ;imachal Pradesh and is available in si! different pack si7es of .1,ml$ 1,,ml$ + litre$ +.1 litre$ . litre and 1 litres.
;imalayan "ater The water that almost descends from the &ods: The ;imalayas$ the abode of the &ods$ where the earth meets the heavens and where in lies natureMs untouched bounty. "hite glaciers$ snow-capped
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Marketing of maineral water-Bisleri mountains and a plethora of e!otic herbs and other flora that have therapeutic properties. This is where youMll find a treasure trove of hidden natural spring water that flows through natural purifying filters$ mineral rich rocks and herbs from which it absorbs many healing properties. "e bottle this pristine spring water directly at source$ at the foothills of the ;imalayas. 'nd now the customers$ will get every drop of purity$ right here$ in this bottle. B# 6E/# Mountain "ater is available in 1,,ml. bottles 8 + litre bottles.
Guality
#n endeavor to maintain strict 4uality controls each unit purchases pre-forms 8 caps only from approved vendors. B# 6E/# produces its own bottles in-house= they have recently procured the latest world class state of the art machineries that put them at par with #nternational standards. This has not only helped B# 6E/# improve its packaging 4uality but has also reduced raw material wastage 8 doubled production capacity. Dou can be rest assured that you are drinking safe 8 pure water when you consume B# 6E/#. B# 6E/# is free of impurities 8 +,,F safe. En%oy the weet taste of PurityO /igorous /esearch and 2evelopment and stringent 4uality controls have made B# 6E/# market leaders in the bottled water segment. B# 6E/# has always been committed to offering every #ndian pure and clean drinking water. ;ence B# 6E/# water is put through multiple stages of purification$ A7onisation and is hygienically packed for final consumption.
The machines which are used for the blowing and filling of the bottles are also cleaned twice a month. 'll the tanks are also cleaned by the use of chemicals.
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Marketing of maineral water-Bisleri There is an online monitoring system where the batches of bottles are shown and once the batch crosses a certain limit$ an alarm is heard. Everyday almost one lakh bottles are passed through the monitoring system. Moreover$ in case there is a problem regarding the batch for e!ample$ the cap seal of a particular bottle is not there or labeling is not done properly$ the system records that and immediately the production is halted. This is followed as per the Bureau tandards and if any mistake occurs then the whole batch is discarded. This shows that the whole batch is replaced and stopped which indicates high 4uality control. Even practically every . days testing and sampling of the water and its bottles are done in the market and in their Nuality 2epartment to check in case anything is wrong or not. #n fact there is a 4uality checker under the 4uality department for the final checking done of the water before it is entered the market. There is also a warehouse where the ., litre bottles are kept for -C hours to allow the o7one to settle in it. This helps in prevention of any germs or harmful chemicals and also purifies the water. The cost of 4uality undoubtedly is very efficiently taken care of in B# 6E/#$ there are times when the cost of 4uality increases i.e. in the rainy seasons the cost increases because the water is purified twice than the normal seasons as sometimes the water might be dirty due to the rains$ bisleri doesn9t take any risks and does not compromise with their 4uality. #nline (onitoring Sy'tem
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$e'ign CreativityB
B# 6E/# has a separate creative department which promotes the different si7es of the bottles. They have introduced new mountain water which is in he!agon shaped bottle and is a new up gradation done by them. This helps in attracting new customers and creates a new sensation in the market. 'lso . years ago a new soda bottle was introduced which was named as B# 6E/# 5i77y bringing a huge demand among customers. Moreover$ the creative department has an e!pansion scheme which was introduced in Actober .,,C which was a compact and ideal gift for the customer. This includes a .,litre bottle$ . fridge bottles$ +.1 litre bottle and a
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Marketing of maineral water-Bisleri .1, ml bottle with a fridge stand .This was e!perimented for a month and which resulted in the lot of demand.
Galue Engineering is redesigning the product already e!isting. The redesigning of the bottle has definitely taken place in B# 6E/#. Earlier they had a blue coloured bottle and then to bring in a different change$ B# 6E/# decided to redesign the bottle to green colour.
Ald Bottle
*ew Bottle
Labeling
6abeling plays a very important role B# 6E/# takes good care about the labeling as it tries to create and come up with an e!citing and attractive label as it will attract the customers= also labeling plays an important role as it gives a lot of information about the product = like what are the contents of a bottle how
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Marketing of maineral water-Bisleri is it made what does it consist etc. 'lso labeling gives a lot of information about the product ie the price of the product= manufacturing date= e!piry date etc.
PRICE
Price plays as very important role as it is the only P which helps in getting revenue: 5irstly one can e!plain the factors which affect the pricing decision ie. - Price is directly related to +. 2emand .. <ompetition E. Break-even Point. econdly$ if there is a novel product or almost no competition$ one can
&o for higher price in the beginning$ make good profits to face <ompetition and innovations at a latter date. - ;owever if you are entering a competitive market your entry price should be low to ensure big volumes to earn reasonable profits. #n the beginning B# 6E/# had no competition$ so the price of B# 6E/# was high$ gradually the promoters dropped the price. - Buy ;uge 4uantity at cheap rate$ after confirming demand and sell at cheap price$ make them addictive$ then gradually increase price?
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Marketing of maineral water-Bisleri 2RA $ 2ISLERI ., litre 1 litre +.1 litre + litre 1,, ml EE,ml .1, ml cup 3, 1, .. +C +, C 1 PAC.A"I "S PRICE Hin R'.E Per bottle
Cu'tomer $elight
B# 6E/# is in the business to serve the customer. #t deserves the best 4uality and presentation at a worth of the price. They have world class 4uality$ at the lowest production 8 distribution cost. This makes them unbeatable leaders$ and helps them in having satisfied loyal customers. B# 6E/# values its customers 8 therefore have developed C uni4ue pack si7es to suit the need of every individual. 't present they provide .1,ml cups$ .1,ml bottles$ 1,,ml$ +6$ +.16$ .6 which are the non-returnable packs 8 16$ .,6 which are the returnable packs. 5or the customers bisleri has come up with a new scheme called the (RE$U(TI# ) scheme designed specially for the customers. #n the /edumtion scheme B# 6E/# provides for /s E,, a .,lt B# 6E/# bottle$ . fridge bottles$ a +.1l bottle$ a .1,ml bottle and a fridge stand.
PLACE
B# 6E/# has a specific distribution channel which they follow: 2istribution <hannel
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5rom the manufacturing plant the bottles will come directly to the stockiest. Taking out the C;5 agent from the distribution channel$ so as to increase the margin to other elements in the chain. The whole M:MB'# area is been divided into - 7ones: <E*T/'6 and *A/T;. The total number of 'toc9ie't would be !&. #n the area of A:T; M:MB'# there would be & 'toc9i't'$ one in the area of 5A/T and other in the area of M:MB'# <E*T/'6. #n the case of 5A/T it will re4uire , )i'tributor' covering the area from 2'2'/ to <. .T and "'2'6' to <. .T. The other stockiest at M:MB'# <E*T/'6 will re4uire . distributors to cover the area from 2'2'/ to <;:/<;&'TE.
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A:T; $ "E T $
#n the area of west M:MB'# there would be * 'toc9i't' in the area of '*2;E/#$ BA/#G'6# 8 G#/'/$ <overing the area from M';#M to 2;'*: road. #n the area of Mahim to 'ndheri 1 distributor would be there$ #n the area of Logeshwari to 2ahisar 1 distributor would be there$ in the area of 2';# '/ to 2';'*: road - distributor would be there. #n the area of <E*T/'6 M:MB'# + 'toc9i't' would be needed. The stockist would be in &;'THAP'/$ H'6D'*$ 'MBE/*'T;$ and T#T"'6'. The stockist in the &;'THAP'/ would cover the area between M'T:*&' to M:6:*2. The stockiest in H'6D'* would cover the area between T;'*' to H'6D'* and it would re4uire E distributors. The stockist in 'MBE/*'T; would cover the area from H'6D'* to H'/L'T. ' stockiest in T#T"'6' would cover the area from H'6D'* to H' '/' and would re4uire E distributors. #n the case of *A/T; M:MB'# there would be * 'toc9i't'. #t would cover area of P'*GE6$ :/'*$ '6#B':&$ PE**$ M';'2$ and G' ;#. #n the area of P'*GE6 stockiest E distributor would be needed and in the area of M';'2 stockist it would re4uire E distributor and same is the case with Gashi. #n the case of H;APA6# and '6#B':& direct water would be supplied to the distributors.
Promotion
Po'itioning B Playing afe
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Marketing of maineral water-Bisleri Target au)ience B Per'onality Punch Line B B ;ealth and hygiene conscious people &uardian$ 'uthoritative$ /eliable (Play afe)
To keep your company humming with profitable work$ it9s vital to advertise your services. Dour company is going to re4uire the ma!imum e!posure you can afford. This constant e!posure will alert potential customers who you are and where you are when they need a sign. By positioning DA:/ name at their fingertips and even literally displaying it in front of their eyes$ they9ll call DA: for identification products and services. There are all types of promotion. They range from direct mail$ word of mouth$ advertising in newspapers and telephone directories to radio and T.G. spots$ cold calls and telemarketing. "hatever the medium$ consider the cost. 'dvertising will usually is an e!pense that remains in your budget. Bisleri follows different promotion strategies and uses different ways to promote their product like
A)verti'ement'
'dvertisements are paid and and electronic way of communication ie to convey the message to the customers$ bisleri comes up with different and attractive advertisements on televisions and cinema halls to attract customers today
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Marketing of maineral water-Bisleri advertisements really attract the customers and by looking at the attractive advertisement people buy the product more. $irect (ail 2irect mail is an avenue of promotion that targets a definite audience with a specific letter$ brochure$ or offer. 2ifferent potential customer groups have various needs that can be (bull9s-eyed) with a distinct service or product. 5or instance$ we can draft a personali7ed letter to hotels$ gyms$ canteens and a different message to offices. #n hotels where consumption of water is more as compare to the office so we can give them additional discount and better services compare to the office. #n the case of the office where we there is less consumption of water and less availability of space we can promote our 1-litre %ar$ +, litres %ar and ., litre %ars. The brochure or letter should contain information about our product$ which we want to target and which is different and better than other product. #n case of bottled water we can differentiate our product than other through the 4uality of water$ price$ packaging$ service that is very important. #n a country like #ndia where religion and festival play an important role in one9s life$ we can send post cards or greeting cards to not only our own customer but also to the prospective customer.
2uil)ing an) ?ehicle I)entification

Aur A"* signs are an advertisement in them. 5or e!ample a van or a tempo which is green in color$ than all know that it is B# 6E/# cargo service9s van or tempo$ same in the case of coca- cola it is red color and blue in case of Pepsi.
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Price pac9'
' banded pack is two related products banded together for e!ample: toothpaste and toothbrush. #n the case of summer where in #ndia the climate is very humid and hot$ and consumption of water is also high$ so in that case with the purchase of every one + litre bottle a free cold tissue paper can be provided.
Tie-in-promotion'
#n this case where two or more brands or companies team up to increase pulling power. *owadays there is a cra7e of ikkim super lotto so with a purchase of every ., litre %ar the ticket will be available at / .1.
2ut to)ay fran9ly bi'leri i' recogni<e) by the punch line IPURE
SA5E=
it ha' e'tabli'he) it'elf 'o 1ell that there i' no nee) of any promotion a' 1henever a per'on goe' to buy a bottle of mineral 1ater he 'ay' I"I?E (E A 2ISLERI= an) )oe' not 'ay give me a bottle or mineral 1ater
SE"(E TATI#
The mineral water market is segmented according to the type of consumers: 5oreign Touri't' 5oreign tourists have been the main consumers of the mineral water as they face a lot of digestion problems due to different food habits. $ome'tic Touri't' 2omestic tourists have switched to mineral water mainly because of safety and hygiene factors.
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5a'hion Con'ciou' 6ike soft drinks$ drinking mineral water is also considered fashionable by some people. The mineral water consumer is mainly in the age group of .,-E1 years and is an educated middle class person. This is also the segment of fruit drinks$ which have usually been positioned as fun and health drink for young adults. The mineral water market is also segmented along pack si7es: #ne litre bottle This is meant to spell safety and security for consumers. #t is positioned on a prestige platform for the achiever segment - who like to make a fashion statement by drinking mineral water. This segment gets the ma!imum sales. ,44ml bottle This si7e has been introduced in the market to target the individual and local travelers. PET bottle' The si7e of the PET bottles varies from +, to ., litres. These are mainly for institutional sales >"edding parties$ ;otels$ <orporate$ etc.?
C# SU(ER 0A2ITS A $ PRACTICES
<onsumers are growing more health con'ciou' and are more careful of their drinking habits.
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2ran) loyalty is very low as all the products taste the same so they can buy %ust any product which is on the shelf$ same as that of soft drinks and fruit beverages.
'vailability in the chilled form and brand awareness plays a crucial role in purchase decisions. "hile there is no aversion to consumption of mineral water by any age group$ this product is mainly consumed by the people in the age group of .,E1 years who have less attraction of soft drinks or other synthetic drinks whereas youngsters look in for soft drinks and fruit beverages to 4uench their thirst. Gisibility is another factor that should be taken care of by the companies as consumers are not very brand loyal and consume whatever is in front of them. <onsumers often drink bottled water as an alternative to tap water. They think it tastes better >no chlorine taste? and perceive it to be safer and of better 4uality. They also look for security: food scandals in industriali7ed countries and waterborne diseases in developing countries greatly influence consumers9 attitudes. <onsumers buy bottled water to feel well and to lose weight. Bottled water is perceived as a healthy alternative to other beverages. Thus$ for the aerated beverages bottled water offers a potential threat. Moreover$ increasing urbani7ation$ causing declines in tap-water 4uality$ can also e!plain the popularity. Because it is untreated$ natural mineral water is perceived as (natural) by city dwellers looking for genuine products. ;igher living standards and auto usage enable people to easily bring home more and
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Marketing of maineral water-Bisleri heavier bottles of water. 't the office$ a bottle of water is now a common sight on the desk$ ne!t to the computer and the telephone. 2rinking bottled water is a sign of a rise in the social scale. 'bove all$ bottled water has become a huge marketing success.
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STRENGTH
1. QUALITY STANDARD:Every bottle of BISLERI is put through a rigorous Multi stage purification processes which includes micron filtration and ozonisation. It ac uires ! stages of purification processes which ensure uality water which is pure and safe for drin"ing purpose. #ood manufacturing are the strength all the time processing in religiously monitored at every stage.
2. TRUST FOR BRAND:More than $% la"hs people trust the BISLERI. &hey buy only BISLERI water because it has became generic name for mineral water. 'or e(ample) * +hen people go to buy the mineral water many of them as" for BISLERI, even though they get other brand.
3. LARGE RANGE OF PRODUCTS:BISLERI offers a large range of products which attracts consumer of all categories. 'or e(ample) * - litre or $%% ml pac" is useful for individual buyers, -. litres or .% litres
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Marketing of maineral water-Bisleri is useful for organization. &herefore it attracts large number of customer.
4. MARKETING:BISLERI is promoted by an aggressive print / &0. &0 is bac"ed by a 1oarding / point 2 of 2 sale material. Every interface with customer is used as an opportunity to reinforce. 'or e(ample) * 3ll vehicles used for supply have been painted in light green, bears the BISLERI logo / sport catchy baseline li"es 4drin" and drive5.
5. DISTRIBUTION SYSTEM. +ith little belief in the distributor system, the company leverage its large fleet of truc" to supply bottled water directly to retailers through a system called 6Route Selling7 where the driver of truc" is trained to be a service person. &his ensures that water supplied is fresh and bottles are in good shape. BISLERI has more than 8%,%%% outlets in the country.
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Marketing of maineral water-Bisleri 6. EXPERIENCE OF MR.CHAUHAN M.D OF BISLERI! 'rom the vast e(perience of mar"eting #old Spot and &hums 9p, Mr. :hauhan "nows that distribution plays a crucial role in the successful mar"eting of bottled drin"s. 1e "nows that ma"ing fresh water available within a particular period of time is crucial for its success. 1e is pursuing a multi* pac" and multi* price strategy.
". BULK # SEGMENT IS USEFUL FOR HOUSEHOLDS ALSO:1ouseholds in certain parts of the country spend a huge amount of money on fuel in order to purify the water. &hey are supposed to buy the impure water and then they have to spend money to purify it. 'or instance the water scarce south people spend large some of money to buy water and still more to purify it. &he -. litre product is hit in various cities of south.
$. GRO%ING POPULARITY:&he popularity of BISLERI is increasing rapidly day by day. ;eople in the mar"et when it comes to mineral water a person goes to any shop and as"s for BISLERI as his<her first preference. BISLERI is seeing a growth of almost
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Marketing of maineral water-Bisleri $%= per year. +ith the small pac" being popular among individuals user its bul" pac" is also generating the huge demand which is capturing the mar"et for BISLERI. &oday !%* >% = of total income of BISLERI comes from its bul" segment and the company is planning to increase it up to 8%=.
&. THE BREAK A%AY SEAL:?eeping in mind the consumers need to recognize a genuine product that cannot be tempered with. &he uni ue cap has been patented and cannot be duplicated. &his technical strength ensures that the consumer will only get a high safe product when they will drin" BISLERI.
MISSION STATEMENT
'T( )*(+,-. /0. 0,10.2/ 3456,/7 )*(-48/9 :..),;1 ,; <,;- 566 52).8/ ,;864-,;1 =*.20;.22 )4*,/7 5;- 25=./7
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5;- <5:,;1 ,/ .527 5+5,65>6. /( /0. 8(;24<.* 5/ +.*7 5==(*-5>6. )*,8..?
RAMESH CHAUHAN (M.D. OF BISLERI INTERNATIONAL PVT LTD)
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%EAKNESS
1.METHOD ADOPTED FOR DISTRIBUTION:&1E 6R@9&ESELLIA#7 policy adopted by BISLERI for distribution is more e(pensive than more commonly followed method of appointing distributors in different towns. &his reduces the profit of company. &he dealer margin is reduced due to this .therefore not many dealer "eeps BISLERI in many areas. Indirectly this is reducing the coverage of BISLERI.
2. REUSE OF BOTTLE BY LOCAL SELLERS AND ILLEGAL MANUFACTURERS:Mar"et research conducted by BISLERI revealed that the other overriding concern for this set of buyers is the tampering of seal and the reuse of bottles. Many have witnessed used bottles being refilled at railway stations. &his deteriorates the brand image of BISLERI. 'or e(ample) * local sellers fill the bottle of BISLERI with impure water and the bottles are purchased by illiterate customers as BISLERI water but they buy water of low uality. In this way brand of BISLERI gets affected.
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Marketing of maineral water-Bisleri 3. FAULTS IN PRODUCTION:&ests conducted by various authorities shows that it contains pesticides. In .%%. the .cm long insect was found in the bottle of BISLERI. &his has affected its sales and reputation. &he license of its two factories one at Aoida and other at Bangalore has been cancelled because of fault in production.
4. PRESSURE BY GO@ERNMENT AUTHORITY:3fter insect was found in the bottles, 'B3 C'ood / Brug 3dulterationD has cancelled the production of BISLERI. 3fterwards it was allowed to resume it but in this period its customer were moved towards other products. It is constantly under chec" by various authorities.
5. NOT MEETING THE DEMAND OF THE CUSTOMER:In certain parts of south in our country big bottles of BISLERI are in huge demand but the company is unable to meet the demand of the consumers. &his is affecting the demand for the product. So ;eople are forced to use other brands of mineral water.
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OPPORTUNITY
1. FAST GRO%ING FIELD:&he best beverage for India in the new millennium seems to be water. In recent years, the bottled drin"ing water mar"et has been witnessing high decibel level of activity, with a host of new entrants. &he bottled water mar"et which worth Rs. -%%% crore is e(pected to be Rs. $%%% crore by .%-%. &his will increase a lot of scope for bottled water mar"et.
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Marketing of maineral water-Bisleri 2. BISLERI CAN UTILISE ITS DISTRIBUTION CHAIN:+ith BISLERI becoming a generic name for bottled drin"ing water. If company can manage the distribution chain of the product to ma"e it available where the consumer needs it the most, the company may well succeed in his gamble with water. 'or this the company can connect it with dealers and other distributors who will mar"et the products for them all around the world.
3. EXPANSION IN EUROPE:&he launch of BISLERI in the European mar"et on Eth September, .%%F has created a lot of scope for BISLERI in the field. &his will also compensate the deterioration of imageG BISLERI has suffered after insect was found in the bottle. It will silence the critics and it will also increase the faith of the customer for the brand. It will create an international brand image and the increase. uality will
4. LAUNCH OF PREMIUM PACK:&he company also has its premium product range. &his is prepared "eeping $*star hotels and other premium customer. &his pac" will be sold at Rs. .% per litre. &his will give a tough competition to the E0I3A, the biggest
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Marketing of maineral water-Bisleri player in the premium water range which sells its - litre water at a hefty of Rs.8$ per litre.
5. CHANGE OF IMAGE:&he company has changed the colour of the product. It has changed from blue to green. By changing the colour, the company has provided a new product to the consumersG they will be getting a new and a refreshing product.
A.INCREASE IN PRODUCTION:BISLERI is eyeing the Mar"et and is in the process of increasing the production by setting E new plants adding to its .Fplants. &his will increase the production capacity of the company.
THREAT
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Marketing of maineral water-Bisleri 1. MARKET IS EYED BY THE BIG PLAYERS:&he growth of the mar"et indicates the need for the mineral water. Bue to this the heavy weights are eyeing the mar"et. :o"e, ;epsi, Britannia, Aestle, 3uswaterHis "een on raising their sta"es in this mar"et. +ith the cut throat competition between :o"e and ;epsi, BISLERI is not safe.
2. ENTERING OF NE% PLAYERS:&o get some share in the mar"et many new players are entering in the mar"et. 3mong them maIor names are #odreI, which is launching its product 3J93*;9RE and &ata*&ea is loo"ing forward to but 1imalayan, this will increase the competition. 3lso Britannia which is distributing E0I3A is planning to launch its own brand. &here are also new entrants 3&:@ with BRILLI3A& water, BS '@@BS with :3&:1 are also coming. Even 1industan lever is planning to enter into the mar"et. &his is give a tough competition to the current water brands including BISLERI.
3. %ATER FILTER MANUFACTURERS:BISLERI is not only getting competition from mineral water ma"er but is also facing a tough competition from various water filter manufacturers such as Eure"a 'orbes C3 ua guardD. &hey have been mar"eting there purifiers in the mar"et which has decreased the sales of bottled water supply to homely customers.
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4. ILLEGAL MANUFACTURERS::ompany is facing a tough competition from illegal manufacturers in the rural areas. &he illegal manufacturers provide water at a very cheaper rate then the branded manufacturers. &here are -%%%7s of illegal manufacturers which are providing the water at a very cheaper rate. &his is a serious problem for branded manufacturers. &his companies also use the fa"e name of branded bottled water i.e. BISLERI and supply their products in the mar"et.
5. STRONG DISTRIBUTION CHANNEL OF THE OTHER MANUFACTURERS:3nalysts feel that BISLERI7S brea" away seal will not at all be effective the company having strong distribution channel will only survive. &his rings the warning bell for BISLERI because among other players ?inley and 3 uafina are having a strong distribution networ" of :o"e and ;epsi. Aestle will be ban"ing on its chocolate distribution networ". Even though the BISLERI has a strong networ"s but its concentration on bul" segment can lead to improper networ". 'or e(ample) * 3 chemist who is selling the - litre pac" may not sell the .% litre pac". &his could disturb the networ".
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A. NE% GO@ERNMENT POLICY:'or preparing - litre of mineral water F litre of ground water is re uired. #overnment was not charging ta( on the e(traction of the ground water. Aow by introducing the new policy government is going to impose ta( on the e(traction of the ground water, this will increase the production cost because of which the companies will be forced to increase the price which all consumers7 of all categories can not afford. &he companies can compensate the high production cost by reducing their mar"eting e(penses but this will "eep the consumer unaware about the product. &his is also effect the uality of the bottled water.
(AR.ETI " PRACTICES

Presently most of the players in the #ndian market are selling their product claiming it to be mineral water. 'll the players are vying to grab a few points of market share and they are trying to get their brands endorsed by some or other authority. /ecently <oca-<ola has got its brand$ Hinley$ endorsed by the 5ederation of 5amily Physicians 'ssociations of #ndia >55P'#? to create an image of being recommended by doctors and thus of the product being safe and
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Marketing of maineral water-Bisleri healthy. imilarly other companies to claim to have purified their water (n) number of times to show the superiority of their product. Many players are pitching their product against water purifier industry by claiming their product to be superior to that purified by these water purifiers. Many players are marketing on the price factor as well as the si7e factor. "hile others are focusing on particular target segment. Averall different players are playing different tunes in order to establish their brands in the market
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2i'leri 5eel' The 0eat Continue)

#n +00C$ the branded mineral water market had grown to a -.- million litre business$ valued at /s - billion. There were .,, brands available in the country. #n their bid to garner greater market share$ many companies$ including Parle Bisleri tried to make 4uality and the purification processes they used their uni4ue selling proposition >: P?. #n .,,,$ the branded water market had grown to /s 3 billion. *ew players like PepsiMs '4uafina$ <oca-<olaMs Hinley and *estleMs Pure 6ife entered the market. The market was segmented into premium$ popular and bulk segments >/efer Table # for the price range in different segments?.
The premium segment was the least crowded with %ust four brands: 5rench transnational-2anoneMs Evian and 5errarelle and *estleMs Perrier and an Pellagrino. The popular segment was where most of the action was.
Bisleri$ Bailley$ '4uafina$ and Hinley were some of the dominant brands in this segment. #n the bulk segment >1$ +. 8 ., litres?$ Bisleri was a ma%or player with Hinley and '4uafina staying out of this segment.
's product differentiation on the basis of 4uality became increasingly difficult$ with each company claiming that its brand was safe and pure$ companies began to use packaging to differentiate their products. Bisleri introduced a tamper proof seal in the 1,, ml bottle.
;owever$ analysts felt that BisleriMs efforts to reinforce its pure and safe image with a tamper proof seal may not be all that effective as competitors also had similar tamper proof sealed bottles. They felt that it was companies with strong distribution channels that would do well in the long run. PepsiMs '4uafina was strongly placed because it had the backing of PepsiMs distribution network in the country.
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#n 'ugust .,,,$ <oca-<ola #ndia launched its bottled water brand$ Hinley. ome analysts said that it would be difficult for Hinley to make a dent in the branded water market in #ndia because it was already overcrowded and highly competitive. <ommenting on HinleyMs launch$ /amesh <hauhan ><hauhan?$ <EA of Parle Bisleri 6td said$ T#t will be tough for anyone to beat us in this game. "e will remain market leaders.T-
By .,,+$ the mineral water market was worth /s +, billion and was growing at the rate of -,F a year. Hinley and '4uafina made inroads into the market and by March .,,+$ Hinley had a +,F market share$ '4uafina had -F and the share of Bisleri had come down to 1+F. By Lune .,,+$ BisleriMs market share was -3F and '4uafina and Hinley together accounted for over a third of the market >/efer Table ##?.
#n .,,+$ both Hinley and '4uafina were making huge investments in bottling plants and distribution. By .,,.$ <oca-<ola #ndia planned to double the number of water bottling plants to +B and Pepsi announced that it would add seven more plants to the e!isting five. #n contrast$ Bisleri had only +1 bottling plants and three franchisees. Hinley had 1,,$,,, outlets compared to BisleriMs E1,$,,,. 'nalysts felt that Hinley and '4uafina had an edge over Bisleri because of their strong distribution network.
61
TRA$E PR#(#TI# T##LS

Price Joff Hoff- invoiceE ' straight discount off the list price on each case purchased during a stated time period. 5or instance$ if a new bottled %ar is introduced than this promotional tool will encourage them to buy the mew product. Sale' conte't' #t aims at inducing the sales force or dealers to increases their sales results over stated period with pri7es going to those who succeed. Specialty a)verti'ing This type of advertising consist of useful$ low-cost items bearing the company9s name or brand name with their contact number this items are ball- pens $ calendars$ memo pads$ which are used by dealers and sales people very often.
2ISLERI reinventing it'elf an) 'taying at the top even 1hen many ne1 companie' came in the pac9age) )rin9ing 1ater mar9et
This is a simple case which talks about the various marketing strategies adopted by Parle B# 6E/# 6td. to arrest the sliding market share of its branded water brandUB# 6E/#. B# 6E/# tried to regain its share by repositioning its brand. The case discusses in detail the ad campaigns and other marketing strategies used by B# 6E/# to reposition the brand.
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Marketing of maineral water-Bisleri "Old cola rivals Coke and Pepsi are discovering there is more money in water than coloured water. Things are warming up in the Rs 10 billion bottled drinking water market and competitors! including Parle"s Ramesh Chauhan! #ace the threat o# a whitewash." #n the early +00,s$ Parle B# 6E/# 6tdMs >Parle B# 6E/#? Bisleri+ had become synonymous with branded water and had a market share of 3,F. #n the late +00,s$ B# 6E/#9 market share began to erode with new players entering the market. The new players also positioned their products on the purity platform and B# 6E/# felt the need to differentiate itself from the crowd. #n the late +00,s$ B# 6E/# launched its Pure and afe ad campaign to convince the consumers that it was the only pure and safe branded water in the market. ;owever$ in .,,,-,+$ B# 6E/# faced another challenge. The <ola ma%ors$ Pepsi and <oca-<ola and the confectionery giant$ *estle$ also entered the branded water market in #ndia. Pepsi and <oca-<ola had an established distribution network. B# 6E/# reali7ed that with the new players also clambering on to the purity plank$ it had to reposition itself to arrest its declining market share. #n eptember .,,,$ Parle B# 6E/# launched its Play afe ad campaign. The company tried to add a fun element to B# 6E/# to re%uvenate the brand. The ultimate aim was to increase B# 6E/#9 turnover from /s - billion. in .,,, to /s +, billion by .,,E. #n the early +00,s$ the branded mineral water industry was worth /s E billion$ producing around 01 million litres in +00.. Parle9s B# 6E/# brand launched in +03+$ was the leader with 3,F market share. 'fter +00E$ the branded mineral water industry saw some hectic activity. An an average$ every three months$ a new brand was launched and another died.
63
Marketing of maineral water-Bisleri #n the late +00,s$ many international brands were planning to enter the branded mineral water market... #n the late +00,s$ Parle B# 6E/# launched an ad campaign to create a distinct brand imageUMThere is %ust one B# 6E/#.M ;oardings and point-of-sale promotion material backed an aggressive print-and-TG campaign$ and every interaction with the consumer was used as an opportunity to reinforce the message that B# 6E/# was Tpure and safe.T The entire campaign was built around the tamper proof seals. The campaign focused on the safety provided by the TbreakawayT seal$ by illustrating the ease with which conventionally sealed bottles could be refilled and recycled. aid 'shok Hurien$ <EA$ 'mbience 2M'rcy$ B# 6E/#9 ad agency$ TAur ob%ective with the campaign was to highlight the tamper-proof seal and create doubt in the consumerMs mind of the purity of the other brands. That is$ B# 6E/# the only one that guarantees purity.T #n .,,,$ in the face of competition from the new entrants$ B# 6E/# decided to penetrate every possible segment of the market by introducing more pack si7es and to establish the brand strongly with trendy packaging..
64
Compri'ion of .inley an) 2i'leri

.I LEC move) it off the o.! 'lot a couple of year' agoK but 2ISLERI brand recall is eyebrow-raising -- the EC-year-old brand is still generic to bottled water in #ndia$ which is worth /s +$,,,-+$.,, crore >/s +,-+.billion?. 'nd that is in spite of the more than +$.,, bottled water factories and +,, brands scampering for their share of the /s +$C,,-crore >/s +C billion? bottled water market > ource: Technopak 'dvisors?. till$ +,, competitors means you canMt sit back and rela!$ even if the market is surging ahead at -, per cent a year= you need to keep up the bu77 around your brand. "hich is why in Actober last year$ Parle Bisleri changed the look and feel of its flagship product$ introduced a new variant >natural mountain water? and announced its plans to launch the brand in the : -- a huge market for designer waters. B# 6E/# has ambitious plans to invest /s .., crore >/s ... billion? in its new variant$ manufacturing planets and distribution: it will invest /s +,, crore >/s + billion? -- funded through internal accruals -- in the natural mountain water business$ including /s -, crore >/s -, million? for two plants in :ttaranchal and ;imachal Pradesh$ and /s B, crore >/s B,, million? for infrastructure development -- increasing the e!isting manufacturing facility as well as widening the distribution network. Aver the ne!t two years$ the company will also spend more than /s B, crore >/s B,, million? on aggressive marketing. #t also plans to launch branded ice and flavoured and vitamin-enriched water. But$ laughs Parle B# 6E/# chairman /amesh <hauhan$ TThose may have to wait. # am still overwhelmed by the current changes.T To be sure$ the changes are noteworthy. 5or decades now$ B# 6E/# has been sold in conical bottles -- a legacy from the +0B,s when the water was sold in
65
Marketing of maineral water-Bisleri glass beer bottles. 'lthough it switched to PET in the +0C,s$ the shape didnMt change. #nstead$ the company %ust added some more shapes: conical one-litre bottles$ he!agonal half-litre ones and rectangular two-litre bottles. T"e were %ust bumbling along$T admits <hauhan. *ow$ both regular bottled water and the mountain water variant are sold in a streamlined$ round shape$ while the ubi4uitous blue of the logo has given way to a more international looking a4ua green. T#t takes courage for a generic brand like B# 6E/# to make such a ma%or change$T says 'shok Hurien$ <M2$ 'mbience Publicis 'dvertising$ the agency that has been associated with Parle B# 6E/# for over ., years.
The Colour of (oney
66
Marketing of maineral water-Bisleri <hauhan claims the changes are already bearing results -- apparently$ sales are up 1, per cent on a month-on-month basis. E4ually importantly$ the packaging changes have helped Parle B# 6E/# shave costs. Earlier$ fi!ing labels on differently shaped bottles -- especially the ones that are tapered at the neck -- was difficult and time consuming. 6abeling round bottles has increased the speed +, times. Eight months ago$ the company also launched the prototype of a rounded bottle with slightly wider necks >T'laska neckT$ in industry terminology?. The change in design meant using .-E grams less of plastic in every bottle$ which added up to an annual saving of /s E crore >/s E, million?. Even the new label helped the company cut costs -- by up to /s B crore >/s B, million? a year. The earlier shrink label has been replaced with one made of superior bia!ially-oriented polypropylene film that can not only take more colours$ but costs half of shrink labels. *ow <hauhan is hoping the new bottle design will help improve the output as well. TEarlier$ the 4uality of the bottles wasnMt consistent - some were thicker than others$ some were bent around the bottom and so on. 'll this hampered our efforts to increase productivity$T he says. "ith a uniform design for all product si7es$ the company aims to double bottling capacity in its .E plants$ to .,, million cases a day$ by the first half of .,,3.
(ar9et bu<<
67
Marketing of maineral water-Bisleri By and large$ most brand analysts approve of B# 6E/#9 attempt to reinvent itself. ays ;arish Bi%oor$ <EA$ ;arish Bi%oor <onsult #nc$ TThe a4ua green is representative of freshness and health$ two 4ualities you associate with water.T The changed colour scheme also helps the brand stand out in a sea of almostuniformly blue-toned bottles of water$ the colour that was brought into #ndia by B# 6E/#. '4ua green connects with the images of water$ agrees ' & Hrishnamurthy$ chairman$ '&H Brand <onsulting$ and former chairman and M2 of Mudra. The e!tension into mountain water$ though$ has taken some market watchers by surprise$ especially since it carries the same brand name >which is virtually synonymous in #ndia with plain bottled water?. T# did not e!pect them to use the same name since B# 6E/# is generic to packaged water$T emphasises 'rvind inghal$ chairman$ Technopak 'dvisors. ;e adds that while building a new brand from scratch would have meant huge costs for the company >perhaps up to half the present turnover of the company?$ the opportunity it afforded would have been worth the investment. ThereMs another potential problem with the new launch: it looks the same as the regular version$ has the same brand name$ and is %ust another type of water -but costs /s C more. #snMt there a risk in that strategy of confusing customers who may think their retailer is trying to rip them offV T6ook at the label closely before you %ump to conclusions$T warns Hurien. "ell$ the mountain water bottles do show a mountain in the green label background and also clearly state what kind of water it is$ with the cap bearing the same image.
68
Marketing of maineral water-Bisleri Hurien adds that even the crates for the new variant look different because of the clear image of mountains on them. T"e tried to create a family colour for all B# 6E/# brands as well as make the difference clear$T he defends. <hauhan$ too$ feels that people demanding mountain water are a select few$ who will know what they are buying. *atural mineral water is a very niche category at present$ accounting for %ust .-1 per cent of the packaged water industry. till$ B# 6E/# will have to deal with entrenched competition - ;imalaya and <atch have been present in this category for some time now. 'nd B# 6E/# is prepared for a battle. #n *ovember$ it kicked off a high-decibel print$ outdoor and television campaign$ anchored by 'mbience. The company has been targeting malls$ multiple!es$ five-star hotels and premium restaurants to stock the variant$ in a bid to reach out to its target customer -- affluent$ urban and health conscious. #t will probably do well$ predicts Bi%oor. T"e are entering a generation that is more concerned about health and wellness than ever before$T he points out. <hauhan is e4ually optimistic about the success of his new ventures. ;e is counting on natural water sales crossing /s .,, crore >/s . billion? in the ne!t two years. Meanwhile$ the market is bu77ing with talks that the action surrounding Bisleri is a Tdress-upT to impress potential buyers for the brand -- speculation has e!tended to the level that the brand has been valued at close to /s +1, crore >/s +.1 billion?.
69
5uture Plan'
(umbaiB 'fter dominating the #ndian mass packaged drinking water market with a B, per cent share$ B# 6E/# is all set to make a splash abroad. #n the ne!t few months$ it will start e!porting B# 6E/# Mountain "ater to take on the likes of 5rench brand Evian in the premium packaged drinking water space. (*ow that we have launched B# 6E/# in a new he!agonal bottle$ it is getting a lot of appreciation. "e9ll soon be launching it in Europe and 'merica in .-E months time$) says <hairman$ B# 6E/# #nternational$ /amesh <hauhan. <hauhan says B# 6E/# is aiming for at least W E - - million of sales in the first year. ;owever$ B# 6E/# isnMt eyeing the lucrative foreign market alone. The Tata9s$ too$ want to go abroad with the revamped ;imalayan mountain water brand. The company plans to introduce new products like flavored and sparkling water$ both in the domestic and the international markets. ("e would be looking at the entire consumer pyramid which straddles every kind of product offering$ but that has to be on the plank of wellness. o thatMs the platform we are creating$) <EA$ Mount Everest Mineral "ater$ Pradeep Poddar says. B# 6E/#$ too$ plans to launch its own brand of flavored water by the end of the year.
70
Marketing of maineral water-Bisleri 'nd certainly$ for the #ndian companies that have so far been restricted to #ndiaMs W 1,,-million market$ 4uenching the thirst of billions of more customers makes great business sense.
2ISLERI=' Plan' of Expan'ion

B# 6E/# #nternational Private 6imited$ #ndia9s largest selling mineral water company$ has announced plans to establish .1 new bottling plants across #ndia to meet growing consumer demand. The company is aiming to achieve a -,F growth rate in the current fiscal year. peaking in Mumbai$ B# 6E/# #nternational <hairman and Managing 2irector /amesh <hauhan said$ T"ith the additional plants it will now be easier to reach every corner of the country. Besides$ with every new plant$ there would be would be increased capacity.T The company$ which already has 1. bottling plants$ is planning to invest /s 1,, million >W+,.-million? in setting up these new bottling plants in Maharashtra$ Herala$ Lammu and Hashmir$ ;imachal Pradesh$ Tamil *adu$ Harnataka$ :P$ Arissa$ Lharkhand and north Bengal states. "ith a B,F share in the /s+.billion >W.1, million? mineral water category$ B# 6E/# is also venturing into flavored water later this year$ having already launched B# 6E/# 5i77y oda and B# 6E/# Mountain mineral water. The company has outlined an aggressive market penetration strategy= a dualdistribution plan$ reaching newer markets$ including townships and rural #ndia. The company is also setting up dedicated channels for its ., litre %ars to ensure that every household and company gets service at their door step.
71
Marketing of maineral water-Bisleri 'n%ana &hosh$ 2irector$ B# 6E/# #nternational Private 6imited$ said$ TThe unavailability of clean drinking water$ increase in water contamination and health awareness among consumers has led to the growth of mineral water segment. #n the wake of rising consumption of mineral water even in the rural hinterland there is a huge growth opportunity in #ndia. TB# 6E/# has become a strong consumer brand over the years and today we have a long-standing relationship with our distributors and consumers)$ she added. The companyXs distribution network is being e!panded to meet the increasing retail and consumer demands. An a national level$ there are .$,,, trucks on call for B# 6E/#$ while the number of trucks averages E,, and .1, in the Mumbai and 2elhi market alone. Every day$ some 1$,,, delivery vans drive out of the 1. strategically located B# 6E/# bottling plants carrying over + million units of pure drinking water to replenish the stocks of .$1,, distributors and nearly B,,$,,, retail outlets.
$ATA A ALCSIS
72
Marketing of maineral water-Bisleri Packaged drinking water B# 6E/# Ane significant observation made from the study was that the number of players in the market are increasing at a very fast pace$ especially the entry of multinationals. Thus it is believed that a research to find out the awareness level and recall level of the brand (B# 6E/#) vis-Y-vis other ma%or brands will give an idea about where does the brand e!ists in the mind of the consumers. This might help the brand to identify the reason for the decreasing market share.
Survey ob%ective
The Primary ob$ective o# the survey is to #ind out how does %&'()R& #air in the *wareness and recall level as compared to the ma$or competitor.+ The 'econdary ob$ective is to #ind out the advertising medium by which the %ottled water consumers are most in#luenced with.
Scope of Survey
The survey intended to target consumers in specially in areas like <hurch &ate and <olaba. outh Mumbai region specially
<hurch &ate and <olaba and the survey was done only in south Mumbai
Survey 1a' )one in three part'

73

+. Survey of college going 'tu)ent' and people$ the brand of package
drinking water preferred by most of the students and the people

.. Survey of 'hop9eeper' ---- asking them which is the most selling
package water brand at their shop.

E. Survey of )ifferent hotel' as different hotels sells different water brands
A E8URES
74
Marketing of maineral water-Bisleri Nuestionnaire. 2ear respondent$ # am a student$ doing my TDBM . This Nuestionnaire is a part of an academic pro%ect on (Bottled water #ndustry). ' few minutes of yours to fill the 4uestionnaire will be of immense help. Thank you.
+. "hich Brands of Mineral water are you aware ofV RRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRR
.. "hich BrandSs do you preferV RRRRRRRRRRRRRRRR E. "hy do you prefer this particular BrandV RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR -. "hat influences your decision to buy a particular BrandV

Brand #mage 'dvertising Price 'vailability i7e S Package
1. 5rom which media did you come to know about the various brandsV
Television
75

Maga7ines *ewspapers /etail outlets Athers
B. 're you aware of the brand B# 6E/#V

Des *o
3. ;ave seen any advertisements of (B# 6E/#)V

Des *o
C. #f yes$ whereV
0. ;ow do you rate the following brands: & for &ood ----------------' for 'verage ---------------- P for Poor
B/'*2 B# 6E/#
Price
'vailability
<onvenience
Nuality >Purity?
76
Marketing of maineral water-Bisleri B'#6ED 'N:'5#*' H#*6ED
Personal in#ormation
ameB LLLLLLLLLLLLLLLLLLLLLLLLLLLLL Area of Re'i)enceB LLLLLLLLLLLLLLLLLL #ccupationB LLLLLLLLLLLLLLLLLLLLLLL AgeB LLLLLLLLLLLLLLLLLLLLLLLLLLLLL
Than9 you
2ran) Preference
77
70 60 50 40 30 20 10 0 b isleri k in ley aq u afin a S eries1 b alley
78
Influence' in )eci)ing to buy a particular 2ran)
advertisment 30%
price 20%
size 10%
band image 40%
79
(e)ia influence in )eci)ing the 2ran)
others television
retail outlet newspaper magazine
The urvey was done in areas of south Mumbai like <hurch &ate$ <olaba and so on. Many college going students were asked about their brand preferences and also many people specially office going people who carry mineral water. 'lso survey of different shops were done as different shops sell different brands of water$ also survey of different movie theaters were done as which brand do they sell and also hotels$ as different hotels sell different brands. The survey was done in many parts:
80
Marketing of maineral water-Bisleri +. Mineral water is famous among youngsters because they buy a lot of packaged water as its hygienic and as they say it looks cool. Today specially youngsters as brand freak and want a trendy and a stylish type of bottle and also cool and attractive advertisements influence them a lot. 2ifferent colleges sell different brands of package water may be as they have a contract or due to the likeness of the students towards a particular brand. ' few of the colleges were the survey was done are: ;./ <ollege--- B# 6E/# L'# ;ind <ollegeU'N:'5#*' 6ala 6a%pat /ai <ollegeUB# 6E/#$ B'66ED H.< <ollege--- B# 6E/# ydnehm <ollege--- H#*6ED ;indu%a <ollege-- Bisleri
2.
5urther even survey was done of various theaters as different theaters sell different brands for Eg if a theater has a contract with coca cola then it can also sell the mineral water brand H#*6ED as it9s a coca cola brand so the theater which has a contract with coca cola it cannot sell any other brand than H#*6ED as it belongs to coca cola.
2ifferent theaters sell different brands of package water like: /egal <inemaUB# 6E/# terling-- 'N:'5#*' Metro--- H#*6ED
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Marketing of maineral water-Bisleri *ew E!celsiorUB# 6E/# E. urvey of different hotels was also done as different hotels also sell different mineral water brand which also depends on their contract as for Eg if a hotel has a contract with Pepsi then they will sell the water brand 'N:'5#*' and so on. ' few of the hotels are: Bombay BluesU'N:'5#*' *oodle Bar--- 'N:'5#*' Ming palace--- H#*6ED Mahesh 6unch ;omeUB# 6E/# 5ood #nnUB# 6E/# 1 pice--- H#*6ED
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#ver all vie1

60 50 40 30 20 10 0 S e rie s 1 b is le ri 60 a q u a f in a 45 k in le y 50 b a lle y 30
"hen we talk about package drinking water brands there is a very minor difference between all the brands but B# 6E/# still rules the package drinking water market and can be called as the king. But brands like 'N:'5#*'$ H#*6ED are also catching up specially H#*6ED which as developed itself in a very short span of time and there is a very minor difference between all the brands.
83
Marketing of maineral water-Bisleri B# 6E/# though as an advantage above all the as it is recogni7ed people really prefer this brand and B# 6E/# is so famous that it does not need much promotion. ' simple e!ample can be given is that (whenever we go to buy a bottle of mineral water we do not say (give me a bottle of water but we say &#GE ME ' B# 6E/#99 after this there is nothing much to be said.
84
85
C# CLUSI#
The important increase in #ndia can be easily e!plained through the growth of the population and problems of water 4uality and water supplies. :ntil +00.$ the demand for bottled water in #ndia was mostly limited to foreign tourists$ corporate meetings$ conferences$ etc. The introduction of bulk packaging e!tended the market to new and numerous consumers. Bottled water is a particularly competitive market$ hence companies need to develop diverse marketing strategies$ such as accessing new markets by owning or developing partnership with regional brands$ developing new products >such as flavored water? or by-products >such as cosmetics? and developing services >home and office delivery of water? Today more and more companies are coming up in the package drinking water market as there is a lot of scope in bottle water market as seeing the increase in #ndian population. Today the people of #ndia are very hygienic and only prefer bottle water which increases in the scope of bottle water market. By looking at the increasing demand of bottle water companies have to see that they use modern marketing strategies and also come up with trendy bottles and satisfy the wants of the consumer.
86
2ibliography
"hile working on this pro%ect # did a lot of surveys by asking people personally about the brand of package drinking water they prefer= as well as caring on survey by 4uestionnaires. Most of the pro%ect was made on the basis of Primary )ata. # personally visited the B# 6E/# plant at "estern E!press ;ighway 'ndheri East$ visiting the plan was an e!perience of a life time # say the whole manufacturing process and how the water is purified and then packed. Most of the pro%ect was done by myself by my observation as # had visited the B# 6E/# plant an the certificate is attached above # personally visited the Marketing Manager of B# 6E/# where he told me about their marketing strategies and how they carried on their distribution and how B# 6E/# is able to maintain its standard at the top. 'll the information collected was my own where # did lot of surveys of students$ people etc # even personally visited different theaters and shops and hotels in the areas of south Mumbai specifically colaba and church gate as different theaters$ hotels and shops sell different brands of water. 'lso a 4uestioners survey was done to find out the most preferred brand by the people. 'part from this # visited sites likeU www.bisleri.com www.managementcases.com www.icri.com # referred a few news papers like economic times etc
87
Marketing of maineral water-Bisleri But most of the survey was done by me as # personally visited the B# 6E/# plant at "estern E!press ;ighway 'ndheri East and met the marketing manager personally.
88

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Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

2ISLERI *.! Intro)uction *.& Expan'ion *.* 2i'leri To)ay

0o1 i' bottle 1ater )ifferent from tap 1ater@

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Type' of 2ottle) /ater

"ro1th in 2ottle /ater In)u'trie'B

Marketing of maineral water-Bisleri

Cear +00B-03 +003-,, .,,,-,. .,,.-,.,,--,0

"ro1th rate E-- F +, F 1, F 3, F 0,F

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Marketing of maineral water-Bisleri

The %ourney till no1

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endeavor to maintain strict 4uality controls each unit purchases

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6 STA"ES #5 /ATER TREAT(E T PLA TB

Marketing of maineral water-Bisleri

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2i'leri to have o1n )i'tribution net1or9

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2L#/I " PR#CESSB

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2L#/I " PART

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5ILLI " PART

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Marketing of maineral water-Bisleri

Products Produced by B# 6E/#

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2i'leri (ountain /ater

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Marketing of maineral water-Bisleri

2uil)ing an) ?ehicle I)entification

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C# SU(ER 0A2ITS A $ PRACTICES

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Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

5;- <5:,;1 ,/ .527 5+5,65>6. /( /0. 8(;24<.* 5/ +.*7 5==(*-5>6. )*,8..?

RAMESH CHAUHAN (M.D. OF BISLERI INTERNATIONAL PVT LTD)

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

(AR.ETI " PRACTICES

Marketing of maineral water-Bisleri

2i'leri 5eel' The 0eat Continue)

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

TRA$E PR#(#TI# T##LS

Marketing of maineral water-Bisleri

Compri'ion of .inley an) 2i'leri

The Colour of (oney

Marketing of maineral water-Bisleri

2ISLERI=' Plan' of Expan'ion

Survey 1a' )one in three part'

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2ISLERI .! Intro)uction .& Expan'ion . 2i'leri To)ay

5;- <5:,;1 ,/ .527 5+5,65>6. /( /0. 8(;24<.* 5/ +.7 5==(-5>6. )*,8..?

Marketing of maineral water-Bisleri B'#6ED 'N:'5#' H#6ED