8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
1/15
Bisleri Spring Water-Case Study
By internsindia.com
Strategic unit of Sylloge Corporation
June 2007
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
2/15
Bisleri Problem
How to move Bisleri Spring Water in Hotels ?
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
3/15
Internsindia Objective
To find the key barriers for Bisleri in Hotels andways to remove them
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
4/15
Warm-up- Barrier DrillingBarriers
Internal-Key Person External-Key Person
Competency
Information
Attitude
Personal Value-Company Value-Consumer
Benefits
Perception
Attitude
As a Whole
Departmental
Combine
Independent
influencer Gate Keeper
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
5/15
Sample- Value CurveSample -Value Curve
0
10
20
30
40
50
60
Person
al-Offe
rs
Person
al-Relation
ship
Person
al-Com
missio
n
Value
Com
pany
-CreditS
ale
ValueCo
mpa
ny-Reg
ularSu
pply
ValueCo
mpa
ny-Disco
unts
ValueCu
stom
er-taste
ValueCu
stom
er-Freshn
ess
Unta
ppedV
alue
Unta
ppedV
alue
Unta
ppedV
alue
Values
Respon
dents
Brand XBrand Y
UNTAPPE
D
VALU
ES
To extract the value pattern of competition offering and how can Bisleri
Break the competition to move into the hotels.
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
6/15
Judgment Dependency-Sample
Judgement dependancy
10%
40%50%
Personal Value to Company Value to Consumer
It will give us the break-up of various factors with their correlation withJudgment.
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
7/15
External Barriers
Do we really know who is the key person ?
Is he really a purchase manager or some one else ?Who are influencer and gate keepers with him?How he makes buying decision ?What is his judgment criteria ?a) Personal
b) Value to company
c) Value to consumerWhat parameters he value and how he rates them ?What are his information sources ?
A key person is one who takes decision for maximum buying ?
Drilling his judgment criteria further.
KEY PERSONPSYCHOGRAPHIC
Is the deal a relational ,rational, perceptual or
Emotional driven ?
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
8/15
External criteria-Key person-personal
By personal criteria we mean decision made on individuals
knowledge, awareness, perception or benefit ?
a) What benefits is he getting from a deal?b) Is he enjoying any personal benefits from his current
suppliers for instance: offers, trips or commission?
a) What is his perception about different brands ?b) How much awareness he have about different brands
c) What kind of people can influence him?
a) Where he visits for entertainment ?b) What media vehicle he access ?c) Does he have rapport with suppliers ?
This will extract the personal goals he is currently getting and what elseCan drive him further.
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
9/15
External criteria-Key person-Value Company
Value as a whole to company
a) Brand Image
b) Cost Cuttingc) High Discountsd) Other Service parameterse) Credit Sales
f) Regular Supply
Value department wisea) Storage/ inventory Inventoryb) Bottles Handling -- Operationsc) Easy Usability -- Operationsd) Others
Information Map
UnknownKnown
Known
Unknown
Bisleri
Hotels
researchCompetition
Value Curve
Objective: to find new and competingparameters for creating a new value.
Rating andvalue
expectation
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
10/15
External criteria-Key person-Value consumer
Independent Value to consumer
a) Tasteb) Freshness
c) Healthd) Other Service parameters
e) PriceCombine Value to consumer
a) -- ?
Information Map
UnknownKnown
Known
Unknown
Bisleri
Hotels
research
CompetitionValue Curve
Objective: to find new and competingparameters for creating a new value.
Rate and testthem
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
11/15
Influencers, gate keepers Brand Image perception
Brand Awareness
Motivators / Obstacles
What they are( subordinates, peers or seniors) ?
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
12/15
Sum-up
This drilling was done to find barriers and to
discover motivators in judgment criteria ofkey person.
To sketch Competitive Brand value curve.
To find value innovation by deleting, adding,altering or creating new parameters to enter.
Role of influencers, gate keepers and theirdesignation in the hotel.
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
13/15
Internal BarriersIf we rephrase the problem toWhy/ how we are not able to sell Bisleri in hotels?
a) Is my sales person competent enough in case ofnegotiation, presentation, convincing ?
a) Does he have the right information ?
b) Does he use that information ?
a ) Is he handling clients in the right way?
b) Does he fit the parameter of client ?
If we will compare the external expectation with internal delivery, the GAP if any
Will be highly visible ?
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
14/15
Information Required
Hotel details
Key sales person involved
Brand Details (+ competitions)
Advertisement Details Detail of hotel currently as client
8/9/2019 Bisleri Spring Water Case Study.www.Internsindia
15/15
Thank you