Post on 07-Apr-2015
transcript
IIPM-MUMBAI 2010-2012 FALL-WINTER BATCH
RAVITEJ-36ARCHANA-8ANIRUDHa-3
KRUPA-45AASTHA-44
MANASHWI-24
Why Bisleri ?
It has become synonymous to safe
drinking water.
Aree yaar.. Ek Bisleri dena!!
HISTORY.
In 2000, India’s branded water market had grown to Rs.7 Billion.
In 1998, a strategy was adopted to concentrate aggressively on the home market.
In 1995, when Parle Exports took charge of the brand operations, the business took off in the market.
In 1993, Ramesh Chauhan (MD of Bisleri International) sold off all the Parle Brands.
In 1972-73, Bisleri was made available in Poly Vinyl Chloride bottles. After this plastic packaging was introduced.
It started a company called Bisleri India.
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India.
HISTORY.
But this changed nothing as Bisleri continued to lead in the market share.
In 2001, both Kinley and Aquafina made huge investments in their bottling plants.
In the Bulk Segment, Bisleri was the market leader, with almost all the competitors staying away.
This is the time when the competitors rushed into the market.
Present Situation.
The brand has 18 manufacturing locations
spread across the country.
Owns 40% of the market share.
Bisleri Continues to lead..
Working Conditions.
Workers Work in 3 shifts.
60-70 workers work in one shift.
Workers keep on changing every 6
hours.
250 Workers in Mumbai.
3000 Workers all over India.
One bottle takes
approx. 5 mins to fill.
Machines are serviced
every 45 days.
PepsiCo’s AquafinaHolds 11% of Market Share
Tata’s Himalayan,Ganga, & Other small players hold 20-25% share
Coca Cola’s KinleyHolds 28% MarketShare.
Parle’s BISLERIHolds 40% Of Market Share
Closest Competitors ?
Marketing Mix.
PROMOTION.
PRODUCT.
PRICE.
PLACE.
4 P’s.
1st P – PROMOTION.Advertisement.
1st P – PROMOTION.Advertisement.
1st P – PROMOTION.Advertisement.
All This can be reduced at just the cost of a
penny. . .
1st P – PROMOTION.Advertisement.
THE CHOICE IS IN YOUR HANDS. . .
1st P – PROMOTION.Sales Promotion.
During the year 2000, there were
many new companies
coming into the market of bottled
water.
To Avoid those companies to capture the market, Bisleri provided 20% Extra
water at the same cost.
1st P – PROMOTION.Personal Selling.
As Bisleri’s major part of profits comes from the Bulk
Orders, it constantly keeps on looking out for new hotels,
restaurants, companies that have come up.
This is possible through their advanced R&D team.
1st P – PROMOTION.Public Relations.
Bisleri is known for its Brand
Building.This is only
possible through
effective Public Relations.
Due to the credibility of the
brand Bisleri, the working
staff is motivated as
well.
2nd P – PRODUCT.
250 ml cups.
20 litre jars.
5 litre jars.
2 litre bottles.
1.5 litre bottles
500 ml bottles.
1 litre bottles.Others
10%1
litre25%
1.5 & 5 litre
s15%
5 litres10%
20 litre
s40%
Product wise share in the market.
Others1 litre1.5 & 5 litres5 litres20 litres
2nd P – PRODCUT.
Rigorous R&D Ozonisat
ion
Pre-filtration
Reverse OsmosisMicron
Filtration
Mineral Addition
Final Ozonisation
BISLERI.
Break Away Seal.
Double Ozonisation
Process.
Purest Water
Available.
Water from
Himalayas.
4th P – PLACE.52 Bottling
Plants all
over
India.Eve
ryday
nearly 500
0 van
s driv
e out
.
Carrying
over 1
million units of
Bisleri Bottles
.
Makes Bisleri a 250 Crore + Company.
3rd P – PRICE.
250 ml pack is Rs.6
500 ml bottle is Rs.10
1 litre bottle is Rs.15
1.5 litre bottle is Rs.17
2 litre bottle is Rs.22
5 litre jars is Rs.35
20 litre jars is Rs.70
Future Plans.
Open as many as 35 new
bottling plants in India.
Venture into Europe.
To launch Fruit Flavored Water.
Already tested for the European Markets.
Flavors like Peach, Green Apple, etc are being planned.
Research for the same is on.
In areas like Maharashtra, Jammu & Kashmir.
Invested about 52 crores for the same.
Forecasting sales of a whooping 3,00,000 cases.
Bisleri will be sold in Europe by the existing Maaza distributors.
Thank You. . .