BISLERI- “THE SWEET TASTE OF PURITY”

ESTABLISHMENT

Founder : Signor Felice BisleriLaunched : In 1965Headquarters: mumbaiChairperson : Mr. Ramesh ChuahanProducts : Bottled WaterParent : Parle Bisleri ltd.

Founder : Signor Felice BisleriLaunched : In 1965Headquarters: mumbaiChairperson : Mr. Ramesh ChuahanProducts : Bottled WaterParent : Parle Bisleri ltd.

MARKET SEGMENTATION

Geographic:• City-Metro cities , Cities with population over

1 million.• Semi-urban areas-TownsDemographic:• Income-Middle , Upper middle and high

income group.• Education -Literate.

Geographic:• City-Metro cities , Cities with population over

1 million.• Semi-urban areas-TownsDemographic:• Income-Middle , Upper middle and high

income group.• Education -Literate.

MARKETING MIX4 P’s of Bisleri

Product & priceSegment PricePopular• Bisleri 250ml 7.00• Bisleri 500ml 10.00• Bisleri 1 liters 15.00Bulk• Bisleri 5 liters 40.00• Bisleri 20 liters 70.00

Product & priceSegment PricePopular• Bisleri 250ml 7.00• Bisleri 500ml 10.00• Bisleri 1 liters 15.00Bulk• Bisleri 5 liters 40.00• Bisleri 20 liters 70.00

4 P’s of Bisleri

Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”

Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”

MARKET SHARE

SWOT analysis

STRENGTHS:• Market leader holding

60% of share.• Focus on safety and

purity. WEAKNESSES:• Distribution channels.• Low Advertising.

STRENGTHS:• Market leader holding

60% of share.• Focus on safety and

purity. WEAKNESSES:• Distribution channels.• Low Advertising.

OPPURTUNITIES:• Can Easily Enter into

new Products such as energy drinks, etc. with its brand name.

THREATS:• Increasing market share

of Kinley and Aquafina.

OPPURTUNITIES:• Can Easily Enter into

new Products such as energy drinks, etc. with its brand name.

THREATS:• Increasing market share

of Kinley and Aquafina.

POSITIONING

Bisleri position their product on the purity platform

Launch an ad campaign “Pure And Safe”Sept 2000 shift in positioning from “Pure and

safe” to “Play safe”People consume mineral water not for

mineral but for safety said by chauhan.

Bisleri position their product on the purity platform

Launch an ad campaign “Pure And Safe”Sept 2000 shift in positioning from “Pure and

safe” to “Play safe”People consume mineral water not for

mineral but for safety said by chauhan.

Presented by: N.Manohar Gupta.

THANK YOU