Bisleri(marketing assignment)

transcript

SWAPNIL S. PAWAR. DIV-A, ROLL

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

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.

• Parle bought 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.

BISLERI (INDIA) LIMITED

Mr. Ramesh J. Chauhan, Chairman and Managing

Director,

INTRODUCTION• Later Parle switched over to PVC non-returnable

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.

• 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 currently valued at close to US$ 85-90 billion (Source: www.economictimes.com)

THE MAJOR PLAYERS IN PACKAGED WATER INDUSTRY

• Coca Cola Kinley

• PepsiCo Aqua Fina

• Manikchand Oxyrich

• Parle Agro Bailley

• Tata’s Himalayan

MAJOR PLAYERS MARKET SHARE IN INDIA 2012

Bisleri Coca-Cola's Kinley Aquafina Others0%

Series 1

PRODUCTION PROCESS

Strengths

• Range of pack sizes.• Strong brand image• High quality standard• Keeps updating it’s products.• Wide network of plants almost all over

India.

Weakness

• Transportation costs.• Unable to fulfill demand(distribution

channel)• Reusable bottles• No continuous innovation in the

product

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

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

SWOT ANALYSIS

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)

BISLERI PRICE LISTPRODUCT PRICE (RS)

250 ml 6

500 ml 10

1 Litre 15

1.5 Litre 17

2 Litre 22

5 Litre 35 (empty jar deposit Rs. 20)

20 Litre 70(empty jar deposit Rs. 150)

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

• 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 it’s 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

MARKETING STRATEGY

PROMOTIONAdvertising 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

Bisleri(marketing assignment)

Marketing