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Presentation on Bisleri

Made by :- Ishaan SinghShahrukh Mohsini

Hemangi Kewlani

Manav Sharma

Nishi Bhatt

Shubhankar Sarkar

Piyush Jain

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INTRODUCTION

FOUNDED 1965

HEADQUATERS MUMBAI

KEY PEOPLE FELICE BISLERI (FOUNDER)

RAMESH J. CHAUHAN (CHAIRMAN OF BISLERI

INTERNATIONAL PVT. LTD)

PRODUCT BOTTLED WATER

PARENT PARLE BISLERI LTD.

WEBSITE WWW.BISLERI.COM

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BISLERI FACTS

• A brand that pioneered the concept of mineral water,bottled with its distinct green label, Bisleri, today, is ahousehold name. Powered by 17 owned plants, 33 co-packers, 11 franchisees and a wide distribution and

retail network pan India, Bisleri is at the centre of theAqua Green Revolution.

• A brand that aims to create an India in which everyperson has uninterrupted access to scientificallypurified and fortified drinking water, irrespective of

geographical barriers or economic limitations.• The brand name Bisleri is so popular in India that it is

used as a generic name for bottled water 

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BISLERI – BUSINESS STATISTICS

• Bisleri holds 40 per cent of the market share and is themarket leader. Kinley and Aquafina are fast catching up,with Kinley holding 20-25 per cent of the market andAquafina approximately 10 per cent. The rest, including

the smaller players, have 20-25 % of the market share.

• Bisleri can be considered to be in the growing stage ofit’s life cycle as since it’s inception, the brand hascontinuously been trying to go along with the changingtimes and implement all the right changes, whether interms of positioning, packaging, expanding or simplyincreasing consumer reach 

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BISLERI – TARGET PROFILE

• Geographical

For a product like mineral water, there are hardly anygeographical limits. It can be present at all locations suchas:

Residential Areas

Business Areas

Commercial Areas- malls, dine outs, multiplexes etc

Tourist DestinationsHigh Temperate Areas

Educational Hubs

Recreational Locations 

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• DemographicalGender: All

Age: No LimitsSocio-Economic Class: Initially when Bisleri was launched,

it targeted the well to do members of society asbottled water was not at all common.

As the brand started to grow, it started to spread reachacross all the different segment levels of society fromhigh to low. It aimed to make clean water accessible toall.

• Psychographic : The urban population and the healthconscious.

• Behavioural: Buying behaviour involves the brandBisleri replacing the general term ‘Mineral water’ 

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BISLERI – SIX WANTS & VARIABLES

• Functional -------- Package/Form

It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre,1.5 litre, 2 litre, 5 litre, and 20 litre.

• Value-------- Pricing

250ml- Rs.3 500ml- Rs.5 1ltr-Rs.10 1.2ltr-Rs.12 2ltr-Rs.20 5ltr-Rs.3020ltr-Rs.75

A brand that is known to provide value for money.

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• Self-Image------- Advertising & Communication

Tagline: The Sweet Taste of Purity

Ad Campaigns: ‘Play Safe’ 

‘Bada Bisleri’ 

‘There is just one Bisleri’ 

‘Pure and Safe’ 

Advertised safety feature- Tamper proof seals.

Color change from blue to aqua green to

differentiate from competition.

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• Availability----- Distribution

Intensive Distribution:

-Increasing bottling units

-Large transport vehicle fleet

-Retail Outlets

-Large availability with Retailers

-Large availability with Wholesalers

• Service----- Service Centers/CustomerService

• Risk Avoidable----- Guarantee/Purity seal

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BISLERI - COMPETITORS

• AQUAFINA

• KINLEY

• HIMALYAN

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BISLERI – FORTHCOMING PLANS

• FLAVOURED WATER

• JUICES / SOFT DRINKS

• LIQUOR

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THANK YOU