Vineet Nair – PG 06 37
Romi Patel – PG 06 44
Neel Pandya – PG 06 42
• India is the tenth largest bottled water consumer in the world
• The industry’s estimated turnover is more than Rs.18 billion (Rs.1,800 crores).
• The Indian bottled water market has grown at a compound annual growth rate (CAGR) of 25 per cent in the last 4 years - the highest in the world.
• Indian Bottled water industry a PARADISE: The per capita bottled water consumption in India is still quite low - less than five litres a year as compared to the global average of 24 litres
Indian Bottled Water Industry
Market Share
35%
38%
15%
12%
Bisleri Kinley Aquafina Others
Introduction to Bisleri• Parle acquired Bisleri from an Italian company Felice-Bisleri
in 1969.
• The brand portfolio of Parle was bejeweled by Thums-Up, Gold Spot and Limca.
• To start with the market was a hard nut to crack as it was marketing something which is colorless, tasteless and odourless.
• The earlier brand building efforts focused on Bisleri being healthy with adequate minerals.
1st Campaign of Bisleri
“Bisleri is veri veri
“ extraordinari”
Bisleri Brand Portfolio
Bisleri Brand Portfolio
Bisleri with addedMinerals
Bisleri MountainWater
Different target segments
Bisleri
Retail
Bulk
Market SegmentsSEGMENT COMPANY BRAND PACKS PRICE (Rs)
Popular
Parle Bisleri
Bisleri
250 ml 3
500 ml 5
1 litre 10
Parle Agro
Bailley
330 ml 3.5
500 ml 5
Pepsi
Aquafina
750 ml 10
1 litre 11
Coca Cola Kinley 1 litre 10
Bulk
Parle Bisleri Bisleri 5 litres 25
Parle Bisleri Bisleri 20 litres 60
Premium
Nestle
Perrier
330 ml 55
750 ml 90
Danone Evian 1 litre 85
Monitoring
Support
Brand Management
Integrated marketing activities
Portfolio
Brand consistent
Positioning
Value
Relevance
Delivering customer's desires
Attribute Rating
10
9
8
6
5
7
1
3
2
4
Performance
3
3
4
3
2
4
5
3
2
41
2
3
4
Improvements Based on BRC
Relevance
• Implementation of product improvements which come out of consumer research.
• Try and focus on the new trends in the industry eg: Flavored water.
Portfolio
• Bring out different products and extend its product line
• Story would be different if after launch of Kinley and Aquafina in mineral water segment Bisleri would have challenged them on soft drink with thums-up which was the biggest trump card of its time
Improvements Based on BRC
Value:• Consumers looking
for “value for money”
• Reduction in prices in the retail market.
Integrated Marketing communication:
• Creating awareness for Bisleri Mountain.
THANK YOU…