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CONTENTS
Title Page No.
1.Acknowledgement 3-4
2.Introduction 5-14
3.Company Profile 15-164.Marketing Strategy 17-22
5.Advertising Campaign of Bisleri 23-31
6.Packaging and Distribution 32-34
7.Marketing Mix 35-42
8.Competition in Market 43-47
9.Product Profile 48-52
10.Manufacturing 53-58
11.Objective 59-60
12.Research Methodology 61-66
13.Result & Discussion 67-75
14.Conclusion 76-79
15.Recommendation 80-82
16.Limitations 83-8417.Bibliography 85-86
18.Annexures 87-90
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ACKNOWLEDGEMENT
The accomplishment of my research was possible only due to the
cooperation, coordination and united efforts of different
individuals, several sources of material, knowledge and time.
Pertaining to this I therefore take this opportunity to express my
deep sense of gratitude to entire staff and employees of theBisleri Ltd.
I am very graceful to Mr. Mukesh Agarwal (Sr. Sales
Executive) for his guidance and encouragement for his Kind
Cooperation.
The moving spirit behind this research was all of them, without
their constant encouragement and support this research would
not have been a successful outcome.
(Vivek Kumar Mishra)
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INTRODUCTION
Water is the most important liquid in the world. Without
water, there would be no life, at least not the way we know it.
In today's living condition, the need for Pure Drinking Water
is becoming the issue for the common Man.
Eighty percent of the human metabolism consists of water.
This is the reason why 90% of human diseases are water
borne. There are 3 types of water impurities, which are root
cause of water borne diseases.
1. Microbiological-Bacteria / virus.
2. Dissolved impurities - chemical.
3. Imbalance of Mineral Content.
There are rapid changes that are taking place in our
environment since long and the air and the water pollution is
on an increase. The main source of drinking water is river
and downstream which also have not been able to escape
the pollution. When a consumer became aware of the
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problems caused by water pollution the market saw an
advent of ceramic water filters, which filters the dust and
suspended particles but dissolved impurities and
microbiological impurities are not cleared out. The mineral
balance is also not maintained.
1980's witnessed more changes by a tap attachment wherein
Iodine resin is used to filter the water. It deactivates
microbiological impurities to an extent but has side effects
due to iodine and it does not take care of dissolved impurities
mineral balance.
Late 1980's witnessed Ultra Violent based purifier, which
filters dust and deactivates bacteria to a great extent. It
maintains the odor and color of water but does not clear out
the dissolved impurities and mineral particles. Thus came
advent of mineral water.
Historically, the need for purified water within Indian homes
had been kept down to a minimum. Essentially, there were
three types of water that was used for different purposes.
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The first type was used for rinsing. The second type, which
was used for cooking, was cleaner and kept covered. The
third type was the cleanest drinking water and was very
often boiled before use.
Since an average family needed a small quantity, not more
than five or six liters a day, boiled and filtered water had
been a convenient solution for some time .The fallouts were
obvious. It was very difficult to convince the people that
purification system was worth the price. There was no visible
way to demonstrate the benefit. The otherwise somnolent
market began to change once companies like Eureka Forbes
targeted the office segment, while the mineral water players
went after travelers. Ion Exchange was the only company,
which had any measure of success in entering homes with
Zero-B. But clean drinking water returned on the national
agenda a little later.
Around 1989, drinking water became an issue again.
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Meanwhile, the word savvy bottled water marketers started
circulating the myth that drinking bottled mineral water is safer,
never mentioning what their studies were comparing.
It is said that the inhabitants of seven cities between Switzerland
and the Netherlands consume the water of the Rhine River. In
these parts people drink beer, wine, bottled water or fruit juices
and shun tap water. North Americans have recently begun to
drink bottled water, but already the distinction between spring
water, mineral water, and filtered tap water is blurred beyond
redemption. Spring water must come from a natural springs with
proven purity of contaminants; mineral water must contain 2000
parts per million in minerals; and filtered tap water means just
that. Europeans always preferred mineral water or eau de source
(spring water) since their rivers were polluted a long time ago.
Now considerable efforts are made to clean all major European
Rivers. The Rhine River, the Thames, the Loire are clean enough
to allow several species of fish to thrive.
As always, large companies with considerable cash reserves
dominate the market. Groupe Danone, a French conglomerate,
markets Evian, Volvic and Crystal Springs; Nestle, a Swiss food
multinational with headquarters in Montreux markets Perrier,
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Nestle Pure Life and San Pellegrino. Not to be outdone soft drink
giant Coca-Cola joined the cause with filtered tap water and
positioned their brand as pure, safe, life-style water. Coca Cola
markets Dasani and Pepsi Cola Aquafina. When it comes to
mineral water, Voss (Norway); Tynant (Ireland); Vitel, Cathledon,
Volvic, (France); Appolinaris (Germany), Spa (Belgium);
Gasteiner (Austria); San Benedetto, San Pellegrino, Aqua di
Nepi, Lete (Italy), Ramlosa (Sweden);Borsec (Romania) stand
out. They display distinct taste profiles that spring and filtered
waters lack, but tend to be more expensive. When it comes to
consumption, Canadians consume approximately 30 litres per
capita, Italians 158 litres, French 133, Dutch 119, Germans 101
and Americans 76. The low per capita consumption can be
attributed to the illusion that tap water is safe. In reality, only large
cities control tap water quality regularly and vigorously and treat it
appropriately for safety. In small communities, scarce financial
resources and lacking expertise often make tap water safety
questionable. Since the introduction of PET bottles (polyethylene
terephate) bottled water consumption increased by 16 percent in
five years and continuing growth of the market is forecast by the
Canadian Bottled Water Association in Richmond Hill, Ontario.
The question for restaurant patrons remains whether to ask for
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bottled or mineral water, or demand ice water.
It all depends on the situation. You can ask politely for ice water,
if that is what you prefer, or a glass of wine, or beer. The cost is
almost the same for all the three, or you can complain to
management that prices charged for bottled water are ridiculous
as is the case with wine.
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MINERAL WATER INDUSTRY
CURRENT MARKET SCENARIO
A few years back, the mineral water market had been
crawling at the rate of 3-4%, or even a lower figure. Indians
carried drinking water in earthen pitchers, plastic or PUF
bottles. But increasing cases of typhoid and other waterborne
diseases began to be reported. In addition to this,
liberalization happened and the mineral water industry began
to be stirred and shaken. The market started growing an
astounding rate of over 100% per annum. The fact that there
were very few players in the market meant that their business
grew by leaps and bounds.
The market today has grown to Rs11bn. The organized
sector - branded mineral water -- has only Rs5bn of market
share. The rest is accounted for by the unorganized sector,
which is dominated by small regional players. The market is
still growing at a rate greater than 80% per annum.
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In the branded segment, Parles Bisleri is the market leader
with a share of more than 45%. Parle Agros Bailley comes a
close second with market share of 15%. Other major players
in the market are Yes of Kotharis, Ganga of T-Series,
Himalayan, Hello, Nestls Pure Life, Pepsis Aquafina, Coca-
Colas -Kinley Prime etc.
Sensing the opportunity that this segment holds, MNCs
began to draw up plans to enter the market. Today the
market is proving to be yet another battlefield for an ongoing
battle between the Desis and MNCs. Last year the industry
had around 170 brands. This figure is over 300 presently.
The major foreign players are Coca-Cola promoted Kinley,
Pepsis Aquafina, Britannias Evian, Nestls Perrier, Herbert
sons and Danone International.
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COMPANY PROFILE
The origins of Bisleri in Italy, and the brand owes its name
to founder Felice Bisleri, an Italian entrepreneur. In 1967,
Bisleri set up a plant in Mumbai for bottling and marketing
mineral water, which was first of its kind in India. However, it
didnt work well. Among other reasons, the fact that theIndian consumer was unprepared to accept bottled mineral
water was responsible for its failure. Consumer mindsets
were more geared towards boiling water at home.
In 1969, Parle bought over the Bisleri brand. In those days
Bisleri water was available in glass bottles. Parle's taking
charge of Bisleri did not make a dramatic difference to the
brand's fortunes immediately. While it did gain in terms of
visibility and reach ( Parle's existing distribution network),
efforts to expand the bottled water market were not exactly
painstaking. Parle at that particular time was interested in
making soda water and not mineral water. There were justminor initiatives on part of the company for making mineral
water, as it was not considered to be a very profitable
business at that time as people still considered boiling water
to be a safer and better than mineral water. Moreover they
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were not ready to pay for a commodity like water, which was
so abundantly available.
In 1972-73 Parle changed the packaging of its bottled water to
plastic bottles and that significantly made a difference in the
sales. The buyers, then, were mainly the upper class - the
trendy people.
In 1993, Coca-Cola bought Parles soft drink brands- Thumps-
up, limca etc. While Coca-Cola actually bought over Parle's
beverages, it agreed to a settlement that allowed the
multinational to bottle and distribute Bisleri soda for a time
frame of five years. The charge of Bisleri water, however,
remained with Parle. The upsurge in the sales of Bisleri started
from this point as Parle sold off its stable of brands to Coca-
Cola. This was the time when it started concentrating on
making Bisleri a success in the domestic mineral water market.
The reason why Parle chose to retain the Bisleri name was
that Parle saw a fairly lucrative business of mineral water in
Bisleri's equity.
The real shift in companys policy towards mineral water
industry came in 1998,although the conscious efforts had
already been started in 1994. This change was primarily
because of the fact that the people, at this time, had started
becoming more health conscious.
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MARKETING STRATEGY
It is complete and an unbeatable plan designed specifically for
attaining the marketing objective of a firm. The marketing
objective indicate what the firm want to achieve. The marketing
strategy provides the design for achieving them the linkage
between marketing strategies and over all corporate success is
indeed direct and vital. Realizing the marketing objectives is the
purpose of two generic categories .
1. price based
2. Differentiation based
price based marketing strategy
a business that opts for the price route in its competitive battle
will enjoy certain flexibilities in matter of its product and use
prices as main competitive level . it will price its product to suit
the varying competitive demands . it will be enjoying certain
inherent cost advantages , which permits it to resort a price
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based fight . the major forms where such cost advantage can
occurs are economies of sale , absolute cost advantages ,.
Benefits of early entry a large market share build over a time . it
provides freedom in the matter of pricing but after producing a
particular product and getting stuck in the face of the competition
, one can not successfully opt for a price led strategy .
The differentiation based strategy
marketing strategy based on differentiation works on the principle
that any aspect of the offer and any activity of the firm can be
made distinctive compared with the competiting offers. Right
from technology, plant location to post sale and service a
company can perceptibly differentiate and many buyer values.
Companies usually choose those functions , Which give them the
greatest relative advantage.
Different firms adopts different strategy stances as their
situational design differ-
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Broadly strategy stances can be classified under three heads-
1- Offensive Strategy-
Offensive Strategy also known as
confrontation strategy , is a strategy ofaggression. A firm that
is not presently the leader usually employs it, but it aspires to
leadership position in the Industry.
2- Defensive Strategy-
The leader who has the compulsion
to defend his position against the confrontation of powerful
existing competitors or to dislodge the leader from his topmost
position usually employs it.
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3- Niche Strategy-
A firm pactising the niche strategy neither
confronts other nor defends itself. It cultivates a small market
segment for itself with unique products / services supported by
a unique marketing mix.
Formulating the Marketing Strategy-
Formulating the marketing strategy consists of two main steps-
1- Selecting the target market-
It does not fully bring out
import of the inseparable linkage between the two. When the
selection of the target market is over an important part of the
marketing strategy of the firm is already determined, defined
and expressed.
2- Assembling the marketing mix-
Assembling the marketing
mix means assembling the four ps of marketing in the right
combination.
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The firm has to find out how it can generate the best sales and
profit. It plans different marketing mixes with varying levels of
expenditure on each element and tries to figure out the
effectiveness of each combination in terms of the possible
sales and profit.
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ADVERTISING CAMPAIGN OF BISLERI
Every brand needs a good ad campaign to establish itself in
the market. So it becomes very imperative to look at
various ad campaigns that Bisleri undertook to build itself
as a brand. Bisleri started its game plan with the punch
line ofPure and Safe and used the same catch-line for
advertising. But with the advent of many new players, all
claiming the purity, it became very imperative for Bisleri to
differentiate its product so as to stand out in the market.
Bisleri found the answer in sealed cap bottles. It claimed
100% purity. While the bottles of the other brands, it
claimed, could be refilled with ordinary, or even
germinated water, Bisleris seal capped bottles ensured
the consumer of purity of water and single-used ness of
the bottles. The ad showed a milk-man and a child
showering their buffaloes and filling the so-called mineral
water bottles with the same water and packing them with
the simple polythene seal and the consumer not knowing
about the purity of the water he is drinking. Next clip
shows the Bisleri bottles being sealed with plastic caps
and ensuring the purity of water. The ad did work for
Bisleri and it got its much needed product differentiation.
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In 2000, some giant brands like Pepsi and coca-cola entered
the mineral water industry with a big bang. Bisleri now had a
big threat of maintaining its market cap. While Coca-cola
introducing its brand Kinley as a health care product, Pepsi
projected Aquafina as something as pure as Your own
body. Pepsi targeted the young generation and introduced
Aquafina as a fancy product to carry.
The ad campaign of Aquafina emphasized as 70% of your
body is water and thus give your body the purest water. The
ad showed young vibrant models and created the
atmosphere of youthfulness. Water, Pepsi claimed, was no
longer a simple beverage, but was something highly
fashionable. They complimented it by giving their bottles an
attractive look. This soon caught the eye of the consumer. All
these factors made Pepsi the biggest upcoming competitor of
Bisleri (whereas Kinley lagged behind the race, showing a
doctor advising a family to take Kinley for pure water not a
very attractive ad campaign).
Bisleri, to counter-attack the new Feel-Young fever had to even
bolder steps. They first changed their base line from Pure and
Safe to Play Safe. They tried a brand new ad campaign to
catch the fancy of consumer. The new ad showed a young
romantic couple on a marooned island, when the girl seductively
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attracts the guy and he follows her in trance. The moment he gets
hold of her, she whispers something in his ears. The next few
shots show the guy looking for something in frenzycan not find
it.rushes towards the chemists shop.buys something
(keeping the audience in suspenseor rather implicitly pointing
for ). The girl opens it and.POOF.takes out a bottle of
Bisleri and quenches her thirst. Caption: Play Safe. This
campaign was to catch the attention of youth and a new Indian
society which is supposed to be not-so-prudish. Thus Bisleri has
taken a very bold step. The T.V. ads have been complimented by
print ads also. The company has to focus on the marketing
management of the product. In light of the challenge in front of
the company and its current strengths and position, we have
incorporated the marketing mix to counter the marketing
strategies of the competitors by developing its own marketing.
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AQUAFINA ADVERTISEMENTS AND BISLERI
A drop-dead gorgeous body flexes its muscles on the screen.
This starkly arresting black and white image is then splashed with
water. A voice-over informs you that 70 per cent of your body is
water. Why not give it the purest. Aquafina Bottled water from
Pepsi.
This kind of advertisement campaign used by the competitors is
giving the company a tough time. The competitor, Pepsi, is
utilizing the brand image built by it and is again targeting the
Generation X maintaining the company image. Its an unusual
ad for this category. Till now, most marketers have focused on
educating the consumer on how bottled water is a safer option,
with the lead of course, taken by the popular national brand
Bisleri.
But Pepsi chose to junk this approach and it could well afford to.
Bisleri, after all, had already done most of the hard work needed
to build the bottled water category. What Pepsi needed was to
establish its brand in this crowded, fragmented market. Our task
was made easier because was made easier because Bisleri had
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concentrated on educating the consumer, instead of building its
own brand values," says Rohit Ohri, vice president and client
services director, Hindustan Thompson Associates Limited
(HTA). We wanted the imagery to posit~on Aquafina as a
youthful, premium and fun brand," says Vibha Rishi, executive
director, Pepsi. The idea, she says, was not to objectify bodies so
that one could drool over them. "Instead, we are talking about
your body and the need for each one to take care of his or her
body." The ad copy, which spoke of the water content in our
bodies, was actually trying to establish how important water was
to our well- being and how we need to continuously replenish it.
While the thinking was clear that the imagery had to be built in
and around purity, HTA did toy with a couple of other ideas and
situations. Initially, the idea was to focus more strongly on the fun
aspect and create a story line complete with a smart idea and a
twist at the end. "But we gave it up because we felt that the story
might take the mind away from the purity aspect that was a must
to highlight," says Ohri.
So HTA adopted a minimalist approach and created a film with
little clutter and no props, which tried to capture the emotion of
"feeling good about yourself'. While the film and the imagery are
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completely the work of HT A, the strategic thinking comes from
the Mother Company in the US.
Aquafina, in fact, is the largest-selling bottled water brand in the
US with a 12 per cent market share, and India is the first country
outside of the US where Aquafina is being bottled. Even in the
US, the ad talks of the percentage of water in our bodies, but the
handling is a little more serious. For example, the film will show
an emotional moment where someone starts crying, and then you
will hear the voice-over, "85 per cent of your eyes are water.
"There is no internal law that forces us to follow the international
positioning. But seeing the quality of thinking that has gone into
this, we decided to stay with this positioning, though the
statements here are quite different," explains Rishi.
Aquafina, like all offeFings that come from the Pepsi stable, also
imbibes the core values of the mother brand. It addresses the
Pepsi-user base, largely the youth, and like Pepsi ,it is also being
positioned as a hip brand. But Aquafina is a lot that Pepsi is not.
It is a little bit older, mature and affluent, and not as mass based
as Pepsi.
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Pepsi's role in the communication is that it is the source of
credibility for the product and, of course, establishes the
youthfulness of the brand. But Aquafina is a brand in its own right
and with each piece of communication, its personality will
emerge," feels Ohri. But while Aquafina is being given a distinct
identity, it is also being targeted at the Pepsi consumer and is
addressing their need for safe and reliable drinking water. Will
this not cannibalize Pepsi sales? "Water does eat into the cola
market," agrees Rishi, "but we can't build a business for Pepsi
based on people's lack of access to safe drinking water.
How can any business be built on deprivation?" Both will have to
co-exist and carve a market out for themselves, And~ while Pepsi
targets the 18-25 year olds, Aquafina also includes the 30-
somethings together with the college crowd. Like Pepsi, Aquafina
too is looking to command a premium without being unaffordable.
It is being positioned as a premium product, not via pricing, but in
imagery and packaging. Priced at Rs. 10 in Delhi for a 750ml.
bottle, it is priced marginally higher than the competition that
gives you one liter for Rs. 10. The swirl shaped PET bottle
resembles the Pepsi family and is sturdier and more hip than
most others in the category that take their design cues, it seems,
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from the one liter refined oil bottles in the market. The decision to
break the norm and come up with a 750 ml pack size was more
driven by the fact that water is fundamentally consumed on the
go and the 750 ml size is easy to carry around. "It is ideal for an
half-an-hour in the sun, one liter gets too bulky," says Rishi.
Pepsi's future plans at the moment don't include commg up with
size variants. They have also ruled out the possibility of catering
to the bulk market, which actually constitutes 30 per cent of the
total bottled water market that stands at 70 million liters annually,
and is growing anywhere between 30 and 50 per cent.
Pepsi, obviously, is looking for a big slice of this burgeoning
market, but as Subroto Chattopadhyay, executive vice president,
marketing, Pepsi, says, "We have a building blocks approach,
first we have to build the brand, and then the volumes.
Bisleri is tackling the situation by building the brand on the purity
plan. Akin to brand building in soft drinks, an aggressive print-
and-TV campaign is being backed by hoarding, point-of-sale
material, and every interface with the consumer is being used as
an opportunity to reinforce the message. For instance, all the
vehicles used for supply have been painted in bright blue, bear
the Bisleri logo and sport catchy baselines like. "Play Safe".
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Packaging
Variety is spices of life. Today for any business organization to be
successful it has to provide its customer with the differentiated
product that is a value buy for them. In order to cater to changing
needs of the customer the business has to continuously come out
with the variants of the products so that it can target the
maximum segments.
Today Bisleri Minerals offers a variety of packaging options: 1 lit,
2 lit, 5 lit, 20 lit. The 5 litre bottles account for 35 % of sales
showing a growing health concern among the Indian society. 1
litre bottles account for 30% of the share .
The 2 litres bottle introduced to slowly and steadily replace the
conventional 1 litre bottle.
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The 5 litre packs, launched in dec 1999 now available
everywhere.
Distribution
Its obvious that availability holds the key to the market .For any
product to be successful distribution system has to be really
good. Large tracts of the country have not been explored by the
national brands, which explains the proliferation of smaller
brands.
Bisleris strategy is to build a direct distribution system at an all
India level that means serious investment In company owned
trucks and carts, this would make it the largest fleet owner in the
country. Bisleri has around 80,000 retail outlets in the country
with about 12,000 each in the Delhi and Mumbai. It is intended to
be increased this no. to 10,00,000 in order to expand brands
reach.
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The company will invest approximately Rs.200 cr. to procure
2000 trucks and hire same no. of sales people. The company
plans to have its own distribution network in places where it has
its own plant
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MARKETING MIX
The set of controllable tactical tools- product, price,
promotion, and place (4 Ps), that the firm blends to produce
the response it wants, in the target markets.
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The 4Ps
Product
The main product of the company is the mineral water by the
name of Bisleri Mineral water. Other than mineral water the
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company has also the soda water under its brand name
called the Bisleri Soda Water. The concept of bottled mineral
water was introduced in India, first by Bisleri, and that is the
reason, it has become a generic name for the mineral water.
Bisleri has become a perfect synonym of the mineral water
for the Indian consumers.
The main challenge facing the company or any other player
in this mineral water industry is that there is no scope of
invention and innovation in the product, which can be added
as the additional benefits of the product.
It is just water after all. This is what the Indian customers
think of the bottled water. If we are talking about a product
like television we can think that the innovations could provide
extra benefits derived from the product. For example other
than its core usage the product can provide for Internet
facilities using conversion.
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Place
Place stands for the company activities that make the
product available to the target customers. To make the
product available to the target consumers a good distribution
network has to be there to support the good quality of the
product. Here in the case of the mineral water industry the
distribution network is the important factor in being
competitive and the catch lies in making water available to
maximum number of places in the country.
DISTRIBUTION NETWORK:
The small-scale players built their sales by piggybacking on
the generic category built up by Bisleri. Its a battle that
Bisleri can win by sheer distribution muscle. One of the
reasons why Bisleri is running strong in this industry is its
strong distribution network built over the years since its
inception. Further, Bisleri plans to increase its distribution
network over the southern and eastern region, where it is
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behind popular brands like Team in Tamil Nadu and in
Andhra Pradesh.
Prices for following packaging variants
(AN ECONOMIC FACTOR AFFECTING THE BUYERSBEHAVIOR)
Price is the sum of values that consumer exchange for the
benefits of having or using the product or service. Price is the
only element in the marketing mix that produces revenue. All
other elements represent costs.
In India, where the majority of the population comprise of the
middle-income group and lower income groups it is not hard
to understand that pricing is one of the most important factor
in the buying decisions.
Bisleri has met the expectations of the consumers in terms of
pricing the product and also making the product available in
variations of litres, making Bisleri both convenient and
affordable. The company is following a very aggressive
pricing. Its product is available at a very reasonable price.
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1 Ltrs Rs. 13&15/-
2 Ltrs Rs. 22/-
5 Ltrs Rs. 40/-
20Ltrs Rs 70/-
Promotion
Modern marketing calls for more than just developing a good
product, pricing it attractively, and making it available to the
target customers, companies must also communicate with
their customers, and what they communicate should not be
left to chance.
A Companys total marketing communications program-
called its Promotion Mix consists of specific blend of
advertising, personal selling, sales promotion, and public
relations tools that the company uses to pursue its
advertising and marketing objectives.
ADVERTISING CAMPAIGN:
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While designing the advertisement campaign, it is necessary
to keep in mind the opinion leaders. Youth are the opinion
leaders of the present time. And thus it becomes necessary
to design the campaign keeping the youth in mind. The
opinion leaders would further trickle down the message to the
less active members of the society.
This is exactly what Bisleri is doing. Bisleri has started an
advertisement campaign stressing the point of purity and
flaunting the patent right the company has over the
breakaway seal. The company has tried to put the message
across louder, by using the ad campaign that catches the eye
of everyone, specially the youth. \
CONTENT OF THE CAMPAIGN:
Bisleri that was looking for a differentiator decided to make
the breakaway seal the symbol of purity. The tamper-proof
seal was developed, around which the communication was
woven. The campaign stresses the safety provided by the
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breakaway seal by illustrating the ease with which
conventionally sealed bottles can be refilled and recycled.
The objective with the campaign would have been to highlight
the tamper-proof seal and create doubt in the consumers
mind of the purity of the other brands. That is, Bisleri is the
only one that guarantees purity and keeps you Safe.
To conclude: We find that new advertisement campaign ofBisleri is eye catching. This is what the company should do.
And also the company should make the message clearer to
the customers that it has the patent right over the breakaway
seal. In the survey we found that the consumers are aware of
the breakaway seal but are not aware that the company has
the patent right.
Apart from a high dose of investments on expanding bottling
capacities and an ad budget thats risen six-fold over last
year, if Bisleri wants to penetrate every possible segment of
the market, it can do that by introducing more pack sizes and
establishing the brand strongly with trendy new packaging.
Apart from creating consumer pull with campaign, the
company, to increase its sales would have to do the sales
push as well. For that it would have to give the retailers and
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other stockiest high trade margins and incentives for keeping
the product. This is very important in case of this product
because consumers would take up what is available to them
at ease and whatever retailer is giving.
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COMPETITION
The mineral water market is set to explode and hit the
Rs.2,000-crore mark in the next couple of years. This is
drawing the big guns attention. First Britannia launched
Evian. And recently, soft drinks giant Pepsi entered the fray
with Aquafina. Now, Nestle too is reportedly planning a foray.
Meanwhile, Parle Agros Bailey has been growing steadily.
Small local players too are breathing down Bisleris neck
riding on better trade margins and intensive distribution (in
their respective areas of operation).
The competition facing Bisleri can be categorized into a few
brand names like
Parle Bailey
Pepsi Aquafina
Coca Cola Kinley
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With Parles Bailey being the main competitor and second in
market share in the organized market, Bisleri faces
tremendous competition from the unorganized sector.
Aquafina
The advantage for Aquafina is that though there are over 300
labels of bottled water in the Indian market, few can be called
brands. It is necessary to remember that every product with a
name is not a brand; even Bisleri has become generic to this
category.
It does not have any emotional values attached to it. So there
was no difficulty for Pepsi in creating space in such a market,
which is completely different from the soft drinks market,
where it will be very difficult for any new player to find a slot.
So the creative team at HTA virtually had an empty canvas to
work on. And it came up with a campaign that did have
people talking. First, a series of teasers, followed by a film
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that showed healthy bodies and youthful people and, of
course, lots of water.
Although Aquafina is only available in a 750 ml pet bottle, the
pricing, at Rs.10, is competitive. And it is safe. In addition to
the tamper proof seal, there is a reliable method of checking
whether the bottle has been refilled. The date of
manufacturing has been written on the cap as well as on the
bottle. Thus a person who is refilling it would have to find a
matching cap and bottle, the probability of which is very low.
Coca Cola- Kinley
Coca-Cola joined the race by announcing the imminent
launch of its own brand of water and, in the process, putting
to rest rumors of its so-called takeover of Bisleri. Kinley is
targeting institutions.
Parle Agros- Bailley
Bailley the brand that is owned by Ramesh Chauhans
brother Prakash Chauhan is very popular in the southern part
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of India. Southern part of India accounts for 20% of the sale
of the whole water market industry. Bisleri would have a
tough competition from Bailley since the company plans to
spread its presence in that part of the country. Another thing
that makes the competition difficult for the company is the
price at which its competitor is offering the product. Like
Bisleri it also gives the 1 lt. For Rs.10. The only strength
point of the company, which it can capitalize, is its generic
name. And also the company would have to enter that market
with a strong distribution base. We know the fact that Bailley
has grown at a rapid pace using the route of franchising,
which Bisleri has not adopted as yet. This is another point,
which the company would have to take care of to face the
competition.
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PRODUCT PROFILE
Its a compliment being generic to the category, but its not
very good when consumers think any mineral water brand
is Bisleri
Bisleri, a product established in India by Ramesh Chauhan,
Chairman of Parle Aqua Minerals has become a generic
brand. Bisleri was the first marketed bottled water in a
totally virgin market. The brand has become synonymous
with mineral water; consumers accept any brand offered by
the retailer when they ask for Bisleri.
So far Ramesh Chauhans Bisleri enjoys the largest market
share of 56% in the Rs1100 crores mineral water markets and
is growing at the rate of 180% per annum. Annual sales of
Bisleri have touched Rs400 crores. In seventies, 'Bisleri' was
the only mineral water, which had national presence, and the
sale was to the tune of approximately one hundred thousand
cases valued at about Rs.60 lacs.
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200 ml. Rs. 3
250 ml. Rs. 5
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500 ml. Rs. 8
1 liter. Rs.13
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2 liter Rs. 22
5 liter jar Rs.35
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20 liter jar Rs. 60
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MANUFACTURING
A quick look at Bisleri's manufacturing reach indicates that it is
represented across the country North accounts for 35% of
sales for the industry, West accounts for 30%, South 20% and
the East 15%.
In order to be available in untapped areas Bisleri has setup
16 plants located all over the country - three-fourths of which
are company owned. The balance is run by franchisees.
Bisleri has 5 plants in the North, 5 in the West- two of which
were setup in the last year at Ahmedabad and Surat, 4 in the
South and 2 in the East. The company has bottling units
located in Chennai, Bangalore, Calcutta, Mumbai, Delhi,
Jaipur, Uttar Pradesh, Punjab, Indore and Nepal. The new
plants are being set up in states like Kerala, Orissa, Bihar
and North Eastern States, which have been unexplored by
the company.
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It is also changing its production strategy and shifting to a
10-hr production schedule with sudden increase in demand
planned to be met by additional production.
Bisleri has planned to expand its operations by investing
Rs.60 crores in the upgradation of facilities. The 120-bottles
per minute (BPM) capacity of the 16 units across the country
will be increased to 240 BPM.
Conscious of the environmental implications of its PET
bottles, the company is to set up recycling plants at Delhi and
Chennai, each with an outlay of Rs.50m. These will process
500 kg of PET per hour. The processed material will be an
input for polyester yarn manufacturers. In centers other than
Delhi and Chennai, the company will set up crushing units to
crush the used PET bottles.
The company's expansion plans will see its water bottling
capacity go up from the present 400 million liters to 500
million liters. Parle Bisleri Limited (PBL) is planning to invest
Rs 200 crores to increase its bottling capacity and double its
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turnover. The expansion will also increase the number of
company's bottling plants from 16 at present, to 25. The
company will set up all the new plants as green field plants. It
doesnt have any intentions to acquire any existing plants.
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PURE BOTTLED DRINKING-WATER
Is Dangerous
The Safety of Bottled Drinking-water
Because of the large number of possible hazards in drinking-
water, the development of standards for drinking-water requires
significant resources and expertise, which many countries are
unable to afford. Fortunately, guidance is available at the
international level.
The World Health Organization (WHO) publishes Guidelines for
Drinking-water Qualitywhich many countries use as the basis toestablish their own national standards.
International Standards for Bottled Drinkingwater
The intergovernmental body for the development of
internationally recognized standards for food is the Codex
Alimentarius Commission (CAC). WHO, one of the co-sponsorsof the CAC, has advocated the use of the Guidelines for
Drinking-water Qualityas the basis for derivation of standards for
all bottled waters.
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CSE Report on pesticide residues in bottled water
The Centre for Science and Environment, a non-governmental
organization based in New Delhi, has set up the Pollution
Monitoring Laboratory to monitor environmental pollution. Its main
aim is to undertake scientific studies to generate public
awareness about food, waterand air contamination.
The bottled watermarket share of major brands is Bisleri (51%),
Bailley (17%), Yes (11%) followed by Kinley (10%), Aquafina
(4%).
Drinking waterfilled in hermetically sealed containers of various
compositions, form, and capacities that is suitable for direct
consumption without further treatment
FACTS
Bottled drinking water samples of some top brands Bisleri
(Parle Bisleri Pvt. Ltd.), Bailley (Parle Agro Pvt. Ltd.), Aquafina
(Pepsico India Holding Pvt. Ltd.), Kinley (Hindustan Coca Cola
Beverage Pvt.
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Ltd.) and of other less popular brands like Best, Royal Aqua,
Seagull etc., which were being sold and manufactured in Mumbai
and nearby areas like Pune and Daman, were purchased
randomly. All the samples were purchased from retail outlets in
the market and from railway station and were checked for proper
seal, date of manufacture and batch number.
Even the top brands, which claim to use treatment methods like
purification filtration, activated carbon filtration, demineralization
and reverse osmosis were found to contain residues of
pesticides. It might be due to the reason that the manufacturers
may be by-passing the raw water after partial treatment and
remixing it with the fully treated stream so as to cut down the cost
of treatment. On the basis of the results different brands can be
rated in terms of total organochlorine and organophosphorus
pesticides from least to most contaminated as-
Aquafina Macblue
Bailley Kinley
Seagull Sheetal
Bisleri Brilliant
Bally Apurva
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OBJECTIVE
To analyze the marketing strategies of the company with
To determine the market share of Bisleri Brand of
Bottle Water.
To find out the preference level of respondents
regarding Bisleri Brand of Bottle.
To assess the brand awareness of the Bisleriin the
Mineral Water Segment.
To Study the brand positioning of Bisleri.
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RESEARCH DESIGN
MEANING OF RESEARCH DESIGN
The formidable problem that follows the task of defining the
research problem is the preparation of the design of the research
project, popularly known as the research design. Decisions
regarding what, where, when, how much by what means
concerning an inquiry or a research study constitute a research
design. A research design is the arrangement of conditions for
collection and analysis of data in manner that aims to combine
relevance to the research purpose with economy in procedure.
In fact, the research design is the conceptual structure within
which research is conducted; it constitutes the blueprint for the
collection, measurement and analysis of data. As such the
design includes on outline of what the researcher will do from
witing the hypothesis and its operational implications to the final
analysis of data. More explicitly, the design decisions happen to
be in respect of :
(i) What is the study about ?
(ii) Why is the study being made ?
(iii) Where will the study be carried out ?
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(iv) What type of data is required ?
(v) Where can the required data be found ?
(vi) What periods of time will the study include ?
(vii) What will be the sample design ?
(viii) What techniques of data collection will be used ?
(ix) How will the data analysed ?
(x) In what style will the report be prepared ?
TOOLS AND INSTRUMENTS USED FOR THE STUDY
It is necessary for a researcher to define conceptual
structure which research would be conducted. The function of
research design is to provide for the collection of relevant
evidence with minimal expenditure of efforts, time and money.
In this research the research design was as follows:-
1) Time available for the research is every day in the week.
2) The means of obtaining the information is through :
Primary data like questionnaire
Secondary data like magzines, net and Pumplets etc.
3) There is cost factor related to researcher.
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PROCEDURE OF DATA COLLECTION
Data compilation is an intermediate stage between data collection
and analysis. Data compilation involves classification and
summarization in order to make data amenable to analysis.
In dealing with any problem, once the sample has been selected
the data must be collected from the sample population. There are
several ways of collecting appropriate data which differ
considerably in context of money cost, time and other resources.
They can be broadly classified in to two categories.
Two sources to collect data are namely:
1. Primary Source
2. Secondary Source
PRIMARY SOURCE OF COLLECTING DATA
The Primary Data that I collected were the first hand
information which I received through personal interviews with the
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consumers and through questionnaires. This data gave the most
vital information for making my analysis of the prevailing
purchasing behavior of the consumers.
QUESTIONNAIRE TECHNIQUE
The method of collecting data mailing and personally distributing
questionnaire to the respondents is the most extensively
employed technique in various economical surveys. This method
is quit popular, particularly in case of big inquiries. A typical
questionnaire consists of a number of questions arranged and
printed in definite order on a form or a set of forms. The
questionnaire is given to the respondents who are expected to
read and understand the questions and write the response in the
given space meant for the purpose in the questionnaire.
SECONDARY SOURCE OF DATA COLLECTION
Secondary Data involved in my research were the information
that I collected through the various broachers and pamphlets of
the company which were provided to me during the analysis.
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RESEARCH DESIGN :
The research design which has been used in the project report is
descriptive in nature.
SAMPLE DESIGN:
The sample design which has been use in this project report is
simple random sampling.
SAMPLING UNIT :
A decision has to be taken concerning a sample unit before
selecting the number of samples. It may be geographical as well
as individual. Here all NCR region has been taken as a
geographical unit and retailers as an individual unit.
SIZE OF SAMPLE:
This refers the number of items (Outlets) to be selected from the
finite universe to constitute a sample size. The survey was
conducted of 200 outlets.
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FINDING
After the tabulation and analysis of 50 respondents from
Ghaziabad city:-
He following findings are obtained:
1. According to market share figure, Bisleri is the leading brand
which 55.45% market share. While Kinley 23.33%, Kingfisher
3.97%, Aquafina 13.95% and others 6.30%.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Bisleri
kinley
Kingfisher
AquafinaOthers
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2. 80% retailers prefer to sell Bisleri brand because of demand,
brand and profit margin.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Bisleri
KEEP Otherbrands
Dont keep anyBrand
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3. Bisleri is the most selling brand in the specific region it is at
45% selling among the competitors.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Bisleri
Kinley
Aquafina
Kingfisher
Others
4. Retailers those are selling Bisleri brand of bottle water is
50%.
5. The company has recently launched Bada Bisleri, Same
Price at Rs. 10/- for 1.2 Ltrs means 2% extra.
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6. There is discrimination in the prices of distributor or the
prices at which retailers directly purchase from the market.
7. Most of the customers first ask for Bisleri bottle water just
because of its Generic name not because of brand loyalty.
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SWOT ANALYSIS
STRENGTHS
Old and famous brand name
Better packaging
Effective distribution network
Famous as pure & safe among consumer
Good product mix
Frequent quality checking
Much used by corporate world
Better management
Give regular follow up to distributor
Indian image
Better sales force
Sponsoring various cultural program
Better visibility
Good intensives to dealer
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WEAKNESS-:WEAKNESS-:
one liter packs which accounted for 50 per cent of the
companys turnover has come down to 30 per cent. The two-
liter packs, which have practically disappeared from the
shelves, have come down from 20 per cent to five per cent.
The growth has come from the 500 ml and the five-liter
category, which account for 15 per cent and 36 per cent of
turnover respectively.
Earlier, Bisleri was selling at a premium of Rs.12 for the
same size. But beginning last year, it has been selling its
one- liter bottles at Rs.15 each. Aqua Minerals attributes the
Price slashing to retailer margins being on the higher side
earlier.
The competitive Rs.15 price tag has been working well for
the brand.
In what could be a masterstroke, Aqua Minerals is testing out
the possibility of mass marketing 20-litre Bisleri bottles for an
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MRP of Rs.40. That works out to Rs.2 a liter. If the logistics,
manufacturing and distribution do fall in place, it could
change the face of the purified water market for keeps.
OPPORTUNITIESOPPORTUNITIES
So far, Chauhan has not used the franchising route very
aggressively unlike Parle Agros Bailley which has grown
very fast
using this route. He has around six franchisees in Mumbai,
Delhi, Chennai, Bangalore, Goa and Rajasthan. We
shunned this route so far because in most areas where we
had no presence, it was imperative that we did it ourselves.
Now for further expansion we can afford to use the
franchisee route.
THREATSTHREATS
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Bisleri will be taking the packs back and refilling them. But
the packs cannot be sterilized since the material used is PET
and cannot withstand high temperature. So how can he
ensure purity?
Strategy to counter threats and others?
We subject the bottles to chlorine washes, hot water washes
and ozone washes before we refill the bottles.
The company is betting on the home segment. The reason
being that filters and water purifiers also need to be cleaned
periodically and still do not guarantee absolutely clean water.
In order to service this segment, the five liter packs are being
pushed through the route of fat dealers (wholesale dealers)
who are retailers as well as stockiest and serve as supply
points from where customers can pick up the required quota.
In future, consumers will be able to call the fat dealer and
place orders for home delivery of the five-liter pack. The
company has so far appointed 180 such dealers. This is a
high turnover, low-margin retailer who does not keep a store
but serves a similar purpose with other items such as rice or
atta.
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CONCLUSION
The players who will endure will be those who have a strong
regional presence. Take the case of Team, which enjoys
immense popularity in TamilNadu. Similar brands with a
regional presence are Siruvani, and Koday. Thus, new
players will be looking for a distinct positioning. One such
brand is Pepsis Aquafina, the largest selling bottled water
brand in the US. After its successful test launch in Mumbai
and Bangalore, Aquafina was released in Chennai,
Ahmedabad, Vadodara, and Pune. Pepsi has invested over
Rs.5 crore in the new Aquafina water project in Maharashtra,
which is the only Aquafina plant outside the US.
According to Deepak Jolly, executive vice president,
corporate communications, Pepsi Foods Ltd. Aquafina will
be helped by Pepsis network. Moreover, Aquafina will be
served absolutely chilled. That makes sense too, since
surveys have indicated that an overwhelming majority of the
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bottled water that is consumed in India is by people who are
traveling.
With the big players, who have the support of the financial
muscle and a large consumer base in other categories with
them, like Pepsi, Britannia, Nestle and Coke the battle is
the tougher arena of brand building. All the multinationals are
looking at high-octane advertising targeting specific
consumer segments. Sensing troubled waters ahead, Bisleri
is busy working on a strategy to soak up the competition and
protect his water kingdom.
Strategy which the company could adopt, are as follows:
1.The soft target
Selling bottled water requires constantly expanding the
market. The company should also target the market for soft
drinks. All the soft drinks addresses three issues: fun, thirst
and refreshment followed by status to some degree. The
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thirst and the status value of the mineral water are well
accepted. There is very little the mineral water brands can do
to add the fun element around the product. Again here, it
becomes important for the company to have a good
distribution network. It should be understood that if the
mineral water is easily available everywhere then it can be
said with confidence that it would be able to replace the soft
drinks as thirst quencher. If we try and look at the reasons
that why consumers buy soft drinks as thirst quenchers: we
would find the answer as that either water is not available or
if it is available then safety is not assured. Therefore, backed
by a good distribution network mineral water industry can
grow at a rapid rate.
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RECOMMENDATIONS
Advertisement to build the brand image that will provide
the required ground to establish the authenticity to the
product.
POP (Point of Purchase) displaying the cost of water at
Rs. 3 per liter, as the perception of the people is that
mineral water cost Rs. 10 per Lt.
Awareness programs at health club, schools & Nursing
homes.
To win over the consumer belief and faith over the
genuity of the product.
Display of hot and cold dispensers and bottles at places
like hotels, clubs and airports where upper class group
visits, as they are the potential customers. Place like
departmental stores, petrol pumps and super bazaars
can also be considered.
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The company should organize camps at various part of
the city also road show to bring about the difference
between mineral water and filter/purified water and to tell
the people how mineral water is more hygienic than
filtered water/purified water.
To aware people the cost benefit analysis to the
customer of how the mineral water would cot less and
benefit more, because people using purifier system cost
too much.
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LIMITATIONS
A small segment of the market has been covered only, so the
conclusion cannot be generalized.
The data collected cannot be free from errors, since some of
the respondents failed to give correct information.
Study accuracy totally based upon the respondents response.
Stipulated short span of time for survey.
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BIBLIOGRAPHY
Marketing Management Philip Kotlar
Annual Report, Bisleri 2006
Business Magazines India Today Annual Addition
2006
Business Today, Business World
August 2006
Websites
www.bisleri.com
www.discovery.com
www.google.com
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QUESTIONNAIRE
1. Which brand of bottle water do you sale more?
a. Kingfisher
b. Kinlery
c. Aquafina
d. Bisleri
e. Others
2. What is your monthly sale?
________________________________________________
3. Which brand of bottle water do you prefer to sell more?
________________________________________________
4. Why do you prefer to sell more this particular brand?
a. Easily available
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b. More demand
c. Quality Factor
5. Generally which brand of bottle water customer demand?
________________________________________________
6. Frequency of services no. of days] between two service of
the company/WD in the area / market?
Bisleri Aquafina Kingfisher Kinley Others
Q. 7 When you talk of drinks, what brands come to your mind?
____________________________________________________
Q. 8 Whether the customers are already aware about this
product?
____________________________________________________
Q. 9 Which are the brands available in your shop?
____________________________________________________
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