NEED OF

PACKAGED DRINKING
WATER
Water is a key to social equity to environmental
stability and to cultural diversity. Water is also
firmly linked with health. Pure and safe drinking
water has always been a necessity.
Necessities of Packaged Mineral Water
Quality Water for health conscious people
Easily Assessable - Improper water supply

BISLERI (INDIA) LIMITED

INTRODUCTION
Started by Signor Felice Bisleri an
Italian entrepreneur in the year 1965.
First company to start packaged
drinking water in India. In 1967 Bisleri
set up a plant in Mumbai.
Bisleri then was introduced inMumbai
in glass bottles in two varieties bubbly
& still in 1965.
Parlebought over Bisleri (India) Ltd. in
1969 and started bottling water in glass
bottles under the brand name Bisleri.
Bisleri was synonymous with branded
water market in early 1990s.

INTRODUCTION
Later Parle switched over to PVC nonreturnable bottles & finally advanced to
PET containers.
In 1995 Ramesh J. Chauhan started
expanding Bisleri operations.
In 2003 Bisleri announced its venture to
Europe.
After that Ramesh J. Chauhan sold his
stake to Wakharikar & Sons,but all
operations are under Ramesh J.Chauhan.

PACKAGED DRINKING
WATER INDUSTRY IN INDIA
At present the bottled water industry is estimated
at about Rs. 8,000 crores in India.
The estimated industry size touch the Rs 10,000
crore mark in the 2012-13 fiscal.
The industry which is growing at the rate 19% p.a.

Estimated to grow around Rs. 15,000 crores by

2015
The global bottled water market, which saw an
increase of 40-45% over the past
five years, is
(Source: www.economictimes.com
currently valued at close to US$ 85-90 billion

THE MAJOR PLAYERS IN

PACKAGED WATER
INDUSTRY
Coca Cola Kinley
PepsiCo Aqua Fina
Manikchand Oxyrich
Parle Agro Bailley
Tatas Himalayan

MAJOR PLAYERS MARKET

SHARE IN INDIA 2012
Series 1
40%
35%
30%
25%
20%
15%
10%
5%
0%

Bisleri

Coca-Cola's Kinley

Aquafina

Others

PRODUCTION PROCESS

SWAT ANALYSIS
Strengths

Range of pack sizes.

Strong brand image
High quality standard
Keeps updating its products.
Wide network of plants almost all over
India.

Weakness

Opportunities

Global market.
Parle Exports can also enter the fruit
juice industry.
Growing industry
Increasing water pollution
Health consciousness of customer is
increasing .
Introduction of premium pack

Transportation costs.
Unable to fulfill demand(distribution
channel)
Reusable bottles
No continuous innovation in the
product

Threats

Easy entry
Families- tap water
Competitors like Aqua fina, Himalaya
Bailley, & Other local & rural
products.
New enters in the market like Amul
If government ban on plastic use then
company will be in trouble

PRODUCT
For daily traveling consumption (250ml and
500ml bottles)
For Long traveling consumption (2, 1.5 & 1 Ltr.)
For Office, Home, Marriage or Meeting use (5 & 20
Ltr. Returnable packs)

PRICE
Comparative Pricing
Geographical Pricing (Transportation Chugs)
E.g. Gujarat Village Rs. 8.00/- Per Ltr.
Mumbai/Delhi Rs.12.00/- Per Ltr.
Product Line Pricing
Image Pricing
Old Pack Rs.7/-Per 500ml
New Pack Rs.10/-Per 500ml

PLACE
Identifying Segment
Large shops and Complexes. 40% of the branded water
consumption was in eateries, homes and restaurants.
Smaller Segment-Introduction of 300 ml cups for
marriages and conventions

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

Demographic
Income - Middle , Upper middle and high income
group.
Life style - outdoor & sports oriented

MARKETING STRATEGY
Decided to penetrate every possible
market by introducing more pack sizes with
trendy packaging.
Launched 1.2 litre pack in 2000 at Rs12
with view of replacing its 1 liter bottel.
Planned to spent margin resulting out from
sale of its 1.2 liter on advertising and
marketing.
Launched 300ml cup targeted at marriages
and convention

PROMOTION
Advertising Campaign
First Ad Campaign
PLAY SAFE

Second Ad Campaign
The Sweet taste of Purity

Third Ad Campaign
Bisleri The Mountain Water

Fourth Ad Campaign
Bisleri bottle falling from mountain

BUSINESS PROMOTION PRINT

BUSINESS PROMOTION TVC

Play Safe
Mountain Water
Mountain Water and Play Safe = Stay
protected

THANK YOU