APROJECT REPORT
ON
“PREFRENCE LEVEL OF CONSUMERS TOWARDS THE BRAND”
Submitted in partial fulfillment of MASTERS OF BUSINESS ADMINISTRATION
ACADEMIC SESSION: 2009-11
Under the Guidance of
External Supervisor
Senior Sales Executive
Mr. Ankur Jain
Submitted To: Submitted By:
ABES Institute Business Management Mansi Jain
MBA
0961070026
ABES Institute of Business Management
NH-24, Vijay Nagar,
Ghaizabad1
TABLE OF CONTENTS
1. Acknowledgement
2. Preface
3. Executive Summary
4. Introduction
- Inception of Bisleri
- Product Profile
- Mineral Water Industry – Current Market Scenario
- Manufacturing
5. Objective of the study
6. Research Methodology
- Sample Size
- Data Collection
7. Advertising Campaign of Bisleri
8. Marketing Mix
9. Competition in the market
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10. SWOT Analysis
11. Findings
12. Conclusion
13. Limitations
14. Recommendations
15. Annexure
16. Bibliography
3
CERTIFICATE
This is to certify that Ms. Mansi Jain, is a student of ABES Institute of Business
Management and has done her Training Project on the topic “PREFRENCE LEVEL
OF CONSUMERS TOWARDS THE BRAND” in the specialization area
MARKETING.
The work embodied in this report is original and is of the standard expected of an
MBA student and has not been submitted in part or full to this or any other University
for the award of any Degree or Diploma. she has completed all requirements of
guidelines for Training Project Report and the work is fit for evaluation.
Signature of Head of Institution
Name :
Designation :
Institution :
4
ACKNOWLEDGEMENT
I am honored to be attached with organization. I extend my sincere gratitude to
the management of “BISLERI International Pvt. Ltd., Ghaziabad” especially to
Mr. Deepak Changa(Assistant General Manager), for availing me and giving me
an opportunity to do my training in his organization.
I am deeply thankful to Mr. Ankur Jain (senior sales executive) whose
valuable guidance and co-operation helped me in the accomplishment of this project
report.
I am also thankful to the entire team of marketing of the company who
helped me a lot whenever I faced difficulty in my project.
MANSI JAIN
5
PREFACE
Modern organizations are highly complex and dynamic systems. They operate under
very turbulent social economic and political environment. They are required to
reconcile several incompatible goals. Conflicting roles and divergent interests. They
are also fraught with use risk and uncertainties hence tactful management of such
organization to plan execute, guide, coordinate and control the performance people to
achieve predetermine goal. Management has to keep the organization vibrant moving
and in equilibrium it has to achieve goals which themselves are changing. It is
therefore the problems is highly complex and ticklish. To tackle these problems,
information plays an important role. Marketing Research is the appropriate tool to get
most useful information about the market. This information will asset to marketing
manager in making effective decision. The research are used to acquire and analysis
information and to make suggestions to management as to how marketing problems
should be solved.
The marketing research is a process which links to manufacturers, dealers and
individuals through information an important part of curriculum of MBA
programme, the project taken by student in any business organization. After
completion of I year of the programme . The objective of this project is to enable the
student to understand the application of academies in real life business. I am fully
confident that this project will be extremely useful for the management .
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EXECUTIVE SUMMARY
The project is an extensive report on how the Bisleri company markets its strategy
and how the company has been able in tackling the present tough competition and
how it is cooping up by the allegations of the quality of its products. The report
begins with the history of the product and the introduction of the Bisleri company.
This report also contains the basic marketing strategies that are used by the Bisleri
company of manufacturing process, Water Technology (Ultra Heat Treatment),
production policy, advertising, export scenario, future prospect, and government
policies. The report includes some of the key salient features of market trend issues.
In today’s world of cutthroat fierce competition, it is very essential to not only exist
but also to excel in the market. Today’s market is enormously
more complex. Hence forth, to survive in the market, the company not
only needs to maximize its profit but also needs to satisfy its customers and should
try to build upon from there.
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8
Introduction to the Mineral Water Industry
Water is the most important liquid in the world. Without water, there would be no
life, at least not the way we know it. Our bodies are estimated to be about 60 to 70%
water. Blood is mostly water, and our muscles, lungs, and brain all contain a lot of
water. We need to drink water because water is needed to regulate body temperature
and to provide the means for nutrients to travel to all our organs. Water also
transports oxygen to our cells, removes waste, and protects our joints and organs. In
today's world, the need for Pure Drinking Water is becoming the issue for the
common man.
Water helps nearly every part of the human body function efficiently. Considering
that our bodies are almost two-thirds water, it is important to understand water's role
in healthy lifestyles.
Brain is 75% water / Moderate dehydration can cause headaches and dizziness
Water is required for breathing
Regulates body temperature
Carries nutrients and oxygen to all cells in the body
Blood is 92% water
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Moistens oxygen for breathing
Protects and cushions vital organs
Helps to convert food into energy
Helps body absorb nutrients
Removes waste
Bones are 22% water
Muscles are 75% water
Cushions joints
It is also found by doctors throughout the world that 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.
Rapid changes are taking place in our environment. The air and water pollution is
also increasing. The main sources of drinking water are the rivers and downstream
which also have not been able to escape this pollution.
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Innovations in the Mineral Water Industry
When a consumer became aware of the 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 does not
take care of dissolved impurities mineral balance.
Late 1980's witnessed Ultra Violet based purifier, which filters dust and deactivates
bacteria to a great extent. It maintains the odour and colour of water but does not
clear out the dissolved impurities and mineral particles. These things lead to the birth
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. 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
11
water – and was very often boiled before drinking. Since an average
family needed a small quantity, not more than five or six litres 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.
Only three decades ago few knew about mineral or spring water, and fewer still
thought that one day most Canadians would spend a lot of money to buy it. Moreover
with this commodity being a human necessity, it makes best sense to do business in.
As a normal human being requires on an average needs 2-3 liters of water everyday
and world population growing at 2-3% annually, the business opportunity is
humongous and the potential is largely untapped.
Since ancient time people have used water from mineral spring, especially hot
springs, for bathing due to its supposed therapeutic value for rheumatism, arthritis,
skin diseases, and various other ailments. Depending on the temperature of the water,
the location, the altitude, and the climate at the spring, it can be used to cure different
ailments. This started the trend of using mineral water for drinking purpose to exploit
the therapeutic value of the water. This trend started gaining momentum in mid 1970s
and since then large quantities of bottled water from mineral springs in France and
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other European countries are exported every year. The bottled water
industry is estimated to be a whopping Rs.1600cr business. It has grown at a rate of
38-40% annually over the past four years.
Earlier it was privileged of the affluent class and foreign tourist and highly health
conscious people but the present decade, has witnessed increasing popularity among
average consumers, increasing leaving standards, disposable income, education and
awareness among the consumers domestic and foreign tourist, sophisticated business
houses and offices has sky rocketed the sales of bottled water in recent years.
Scarcity of portable and wholesome water at railway stations, tourist spots, and role
of tourism corp. etc. has also added to the growth. There is high scarcity index of
ground water in coastal areas and higher concentration of objectionable inorganic
constituents in many parts of country. This again enhanced the need for bottled
drinking. The growing demand for bottled water speaks volumes of the scarcity of
clean drinking water and the quality of tap water. It has become an icon of healthy
lifestyle emerging in India. It is the pet material used in bottled water that makes a
big difference in taste. Almost all has traces of plastic flavor. The interesting scenario
is that we have, on the one hand, a vast majority of population which is struggling
hard to get access to potable water and on other, the new generation concentrated in
urban areas getting accustomed to bottled water ‘culture’ even though it means they
have to pay through their nose for it. Selling ‘safety’ –i.e. pure and simple water- has
now become one of the fastest growing industries in India despite the harsh truth it is
build on the foundation of bad governance, inequality and obvious exploitation.
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However bottled water provides the distance advantages of
convenient packing, consistent quality and is ubiquitous.
This particular industry in India has never looked back after the economic
liberalization process of 1991-92. In fact the fastest growth in the consumption of
bottled water in the world has been recorded in India according to a new study
conducted by the US based earth policy institute. It even question the rising thirst for
bottled water with consumption tripling in India and more than doubling in china over
the past five years. The sales of bottled water have exploded globally particularly in
Europe, North America and Canada in recent years, largely as a result of positive
public perception on the safety of mineral water. The corporate control and
distribution over this important liquid asset is growing as brisk rate in India.
According to Bureau of Indian standards (BIS), there are 1200 bottling plants (out of
which 600 are in the state of Tamil Nadu) and 200 Brands of packed drinking water
across the country (nearly 80% of which are local) batting over the markets which
amply signifies the market is big even by international standards. At 40% significant
growth rate, the market is expected to humble the fizzy drinks market soon.
Nevertheless, in India the per capita bottled water consumption is still quite low-less
than five liters a years as compared to the global average of 24 ltr. These are boom
time for the Indian bottled water industry- more so because the economy is sound.
India is the tenth largest bottled water consumer in the world. By taking into account
the per capita water consumption of France (111 liter) and US (45 liter) the future
potential of our country in this sector is immense- there cannot be anything more
14
significant for the Indian economy. The consumption of smaller
units of 500 ml has increased by around 140% perceptibly.
Current Global Trends –
Recent trend in bottle water industry include new product development, widespread
marketing and packaging efforts, and the emergence of new industries tapping into
bottle water, all aiming to gain markets further. The most conspicuous trend in the
bottled water industry is the development and flooding of a seemingly never ending
array of bottle water product. Among them are: bottle mineral water, spring water,
sparking water, well water, purified water, distilled water, vitamin infused water, mint
flavored water, fruit-flavored water, hydrating water and now even super oxygenated
water and cosmeceutcal water. One Australian company even extracts water from
apples and oranges by freezing fruit juice and using a ’pressure chilling’ process to
separate the fruit from the water. Another significant trend is product marketing and
packing. Realizing the consumer cite taste, quality and purity as the top reasons for
drinking bottled water, bottles market and design bottlers to display their purity.
‘Straight from nature to you’ is indicative of untouched, pure natural water marketing.
Another popular ad slogan says that their bottle water is “so pure, [that they] promise
nothing. “ Other manufactures seek to carve out a new level in the bottled water
industry introducing high-end products. These bottles seek distinctions by marketing
15
their water origins, fortification or even bottle shapes, size and
styles. Examples of these include: bottle water that now comes in bullet shaped glass,
icicle-shaped plastic, see through labels, sports ball-sized water bottles and the ever-
charging unique cylindrical containers. Another packing trend in the bottled water
industry is multi-packs. As current bottled water consumption grows, more
consumers are turning to multi-packs to save time and money.
Global Position of Bottled Water –
Bottled water represents the fastest growing segment of the global beverage market
with a market share of about 38%. World bottled water market is expected to reach
$65.9bn by 2012, stimulated by rising population, consumer spending patterns,
lifestyle trends and growing levels of health consciousness, among others.
The market is expected to grow rapidly in the coming years due to growing consumer
concerns about fitness, water quality and health. As stated by the recent report
published by Global Industry Analysts, global bottled water market is dominated by
Europe and the US, which together account for about 55% of the market value
estimated in the year 2008. Bottled water will continue to fare well in the global
beverage marketplace as a healthy alternative to carbonated soft drinks. Gains in
bottled water market will also come from flavored varieties and convenient packaged
formats, especially single-serve packs. Sparkling water market is dominated by
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Europe, which accounts for more than 75% of the world market
estimated in 2008. Western Europe comprises some of the world's largest per capita
bottled water consumer markets, which include Germany, France, Spain and Italy.
The largest proportion of bottled water consumers can be found in Germany, as
88.2% of its adult population drinks bottled water. The non-sparkling water market
constitutes the bulk of bottled water shipments, accounting for between 80-85% of
the market in volume and value terms. Non-sparkling bottled water is also expected to
offer the highest growth opportunity, outgrowing the sparkling bottled water market
by three to four times. Market for non-sparkling water in the US is projected to reach
$15.1bn by 2012.
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The major challenge for most companies is product innovation and
differentiation as water is still just water. Containers are an important part of bottled
water, as they constitute nearly 47% of cost. Even look, weight and price of the
product are as significant as the water itself. For instance, Colorado-based Biota sells
bottled water in biodegradable bottles that are produced using corn in order to attract
consumers who are ecologically conscious. Some companies try to attract children by
selling bottled water in attractive bottles with vivid designs and colours.Key players
dominating the global Bottled Water market include Aqua Gold International Inc,
Boreal Water Collection Inc, China Water & Drinks Inc, Group Danone, Danone
Naya Waters Inc, Isbre Holding Corp, Nestle SA, PepsiCo, Quilmes Industrials Sa-
Adr, Saint Elie, San Miguel Corporation and The Coca-Cola Company.
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19
20
Indian Bottled Water Industry –
India is one of the biggest and most attractive water markets in the world. The boom
time for Indian bottled water industry is to continue- more so because the economics
are sound, the bottom line is fat and the Indian government hardly cares for what
happens to the nation's water resources. Most multi-national (MNC) companies view
India as the next big market with a lot of potential and growth possibility. Several
MNCs are waiting in the wings to expand a $ 287 billion global water market into
India. There is a huge market being exploited by the packaged water industry, and it's
growing at 40% per annum.With over a thousand bottled water producers, the Indian
bottled water industry is big by even international standards. There are more than 200
brands, nearly 80 per cent of which are local. Most of the small-scale producers sell
non-branded products and serve small markets. In fact, making bottled water is today
a cottage industry in the country. There are investments worthy mid-cap companies in
this segment. Despite the large number of small producers, this industry is dominated
by the big players - Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins,
SKN Breweries and so on. Parle was the first major Indian company to enter the
bottled water market in the country when it introduced Bisleri in India 25 years ago.
Industry sources estimate that the total Indian water market is worth more than $1
billion - consisting of approximately one-third for water provisioning, one-third for
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municipal water treatment and one-third for industrial water
treatment. The overall water market is growing at 15-20 percent per annum.
In just 50 years a water-rich nation has been reduced to a water-insecure one. By
2025, the per capita availability of water is likely to slip below the critical mark of
1,000 cubic meters. And with 82% of our villages overdrawing groundwater to meet
their needs and cities ferrying water from peri-urban areas, the country is close to
exhausting its groundwater reserves. India has 16 percent of the world's population,
2.5 percent of the land mass and 4 percent of the world's water resources. These
limited water resources are depleting rapidly while the demands on them are
increasing. Drinking water supplies in many parts of India are intermittent.
Transmission and distribution networks for water are generally old and badly
maintained, and as a result, are deteriorating. Corporate control over water and water
distribution in India is growing rapidly: the packaged water business is worth $250
million, and it's growing at a huge 40-50% annually. Around 1,200 bottling plants
and 100 brands of packaged water across the country are battling over the market,
overdrawing groundwater, and robbing local communities of their water resources
and livelihoods.
India is the tenth largest bottled water consumer in the world. Today it is one of
India's fastest growing industrial sectors. The rise of the Indian bottled water industry
began with the economic liberalization process in 1991. The market was virtually
stagnant until 1991, when the demand for bottled water was less than two million
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cases a year. However, since 1991-1992 it has not looked back, and
the demand in 2004-05 was a staggering 82 million cases. The per capita bottled
water consumption in the country is still quite low - less than five liters a year as
compared to the global average of 24 liters. However, the total annual bottled water
consumption has risen rapidly in recent times - it has tripled between 1999 and 2004 -
from about 1.5 billion liters to five billion liters. Between 1999 and 2004, the Indian
bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent -
the highest in the world. Indeed, the bottled water industry is one of the most thriving
sectors in India.
Indeed, the bottled water industry is one of the most thriving sectors in India.
According to another section of market observers, the market is growing at a
whopping rate of about 55 percent annually. Though exact figures are not available,
the market is growing for sure. Even though it accounts for only 5 percent of the total
beverage market in India, branded bottled water is the fastest growing industry in the
beverage sector. Bottled water is still not perceived as a product for masses though;
the scene is changing slowly thanks to low pricing and aggressive marketing
strategies adopted by new entrants. Some surveys show that truck drivers on
highways form a major chunk of bottled water drinkers. Penetration in rural areas is
another significant factor that is likely to play a key role in the development of the
bottled water trade. Bottled water is sold in a variety of packages: pouches and
glasses, 330 ml bottles, 500 ml bottles, one-liter bottles and even 20- to 50-litre bulk
water packs. The formal bottled water business in India can be divided broadly into
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three segments in terms of cost: premium natural mineral water,
natural mineral water and packaged drinking water. Leave alone the metros, where a
bottled-water manufacturer can be found even in a one-room shop, in every medium
and small city and even some prosperous rural areas there are bottled water
manufacturers. Consumption of bottled water in India is linked to the level of
prosperity in the different regions. The western region accounts for 40 per cent of the
market and the eastern region just 10. However, the bottling plants are concentrated
in the southern region - of the approximately 1,200 bottling water plants in India, 600
are in Tamil Nadu. This is a major problem because southern India, especially Tamil
Nadu, is water starved. The majority of the bottling plants - whether they produce
bottled water or soft drinks - are dependent on groundwater. They create huge water
stress in the areas where they operate because groundwater is also the main source -
in most places the only source - of drinking water in India. This has created huge
conflict between the community and the bottling plants.
Packaged drinking water, which is nothing but treated water, is the biggest segment
and includes brands such as Parle Bisleri, Coca-Cola's Kinley and PepsiCo's
Aquafina. While the single largest share in the mineral water market might still
belong to an Indian brand -- Parle's $52 million Bisleri brand has a 40 percent share --
multi-national corporations are not far behind. Nestle and Danone are vying to
purchase Bisleri, and Pepsi's Aquafina and Coke's Kinley brands have been extremely
successful in edging out many of the small and medium players to buy-outs and
exclusive licensing deals. Kinley and Aquafina are fast catching up, with Kinley
24
holding 20-25 per cent of the market and Aquafina approximately
11 per cent. The rest, including the smaller players, have 20-25 per cent of the market
share. News reports indicate that other MNCs like Unilever are also eying the market.
Currently, Kinley is being manufactured in 15 bottling plants across the country and
according to Coca-Cola India President Alex von Behr, Coke had invested nearly $1
billion in India between entering the market in 1993 and December 2001. Behr says
that Coke expects a significant portion of our turnover to be accounted by pure water
business. Almost all major national and international brands have taken a plunge.
Parle's Bisleri that virtually monopolized the bottled water market is now vying with
Nestle, Coca Cola, PepsiCo, Manikchand, UB and Britannia. According to a national-
level study, there are close to 200 bottled water brands in India. Nearly 80 per cent of
these are local brands. Premium natural mineral water includes brands such as Evian,
San Pelligrino and Perrier, which are imported and priced between $2 - 2.5 a litre.
Natural mineral water, with brands such as Himalayan and Catch, is priced around 40
cents a liter. The Indian bottled water market, which has more than 250 brands, is
expected to undergo a major consolidation phase, and the need for standards and
regulations is of great importance, according to the Asian Bottle Water Association
(ABWA). The Indian bottled water market is valued at more than $250 million and is
growing at a rate of 60 per cent. The major growth in packaged water, however, was
in the bulk water segment. According to estimates, bulk water packs of 20 liters,
targeted at the institutional and home segments, grew at a rate of 30-40% in 2002
alone. Bisleri re-invented its 20-litre jumbo home pack, fitted with a spout, to acquire
a more 'consumer-friendly' image. According to industry estimates, the main
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consumers of packaged water are no longer restricted to the upper
class but include middle class and lower-middle class families as well. The 'rural'
market is currently dominated by tourists and travelers; packaged water is now
beginning to be seen as an essential appendage to any form of travel.
The packaged drinking water market in India is huge and growing. On account of the
dominant presence of unorganized regional players in the market, estimates for the
actual size of this segment vary. However, it is believed that the domestic bottled
water industry is around Rs.1500 to Rs.1800 crore in size and growing at the rate of
around 40% per annum. This is way ahead of the growth rate of 7.6% reported for
global market as a whole in 2006. The domestic demand has increased from 2 million
cases in 1990 to an estimated 68 million cases by 2006. In fact, India is estimated to
be the 10th largest bottled water consumer in the world. Market experts disclose that
there are more than 1,800 water brands in India, of which most are local and regional
brands that are often classified under the unorganized sector.
In India there are more than 200 local brands for bottled water. The major players in
this industry are as follows:
Coca-Cola India Pvt Ltd
PepsiCo India Holdings Pvt Ltd
Parle Bisleri Ltd
Parle Agro Pvt Ltd
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DS, Group
Manikchand Group
Tata Group
UB Group
Major players in the global water industry –
Arrowhead
Aquafina
Aquapod
Bisleri
Bonaqua
Bonafont
Ciel Purificada
Crystal Geyser
Dasani
Deer Park
Dejà Blue
Evian
Fiji
Galvanina
Gerolsteiner
Island Chill
Ozarka
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Pennine Spring
Perrier
Propel Fitness Water
Ramlosa
San Pellegrino
Current Market Scenario of Mineral Water Industry
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, Parle’s Bisleri is the market leader
with a share of more than 45%. Parle Agro’s 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, Nestlé’s Pure Life, Pepsi’s
Aquafina, Coca-Cola’s -Kinley Prime, and Florida 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 Desi’s and MNC’s. Last year the
industry had around 170 brands. This figure is over 300 presently. The major
foreign players are Coca-Cola promoted Kinley, Pepsi’s Aquafina,
Britannia’s Evian, Nestlé’s Perrier, Herbert sons and Danone International.
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Company Profile
30
Genesis
The name that epitomizes mineral water today was first introduced in Mumbai in the
early 60's. In 19
65 Signor Felice Bisleri an Italian by origin, came up with the idea of selling bottled
water in India. His company Bisleri Ltd. offered mineral water in two variants -
Bubbly and Still. In 1969 Parle bought over Bisleri (India) Ltd. and started bottling
Mineral water in glass bottles under the brand name 'Bisleri'. In due course Parle
switched over to PVC non-returnable bottles and finally advanced to PET containers.
Under the leadership of Mr. Ramesh J. Chauhan, Bisleri has undergone significant
expansion in their operations. The company has witnessed an exponential growth
with their turnover multiplying more than twenty times in a short span of 10 years.
The average growth rate over this period has been around 40% with Bisleri enjoying
more than 60% of the market share in the organized mineral water segment.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up
4 new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that
the company was the pioneer of the bottled water industry in India has made it
synonymous to Mineral water and a household name. So naturally 'When you think of
bottled water, you think Bisleri'.
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Innovations @ Bisleri -
The people at Bisleri value their customers & therefore have developed 8 unique pack
sizes to suit the need of every individual. They are present in 250ml glass, 250ml
bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are
the returnable packs. Till date the Indian consumer has been offered Bisleri water,
however in their effort to bring to the customers something refreshingly new, they
have introduced Bisleri Natural Mountain Water - water brought directly from the
foothills of the mountains situated in Himachal Pradesh. Hence the product range
now comprises of - Bisleri with added minerals & Bisleri Mountain Water.
The commitment of the company is to offer every Indian pure & clean drinking
water. Bisleri Water is put through multiple stages of purification, ozonation & finally
packed for consumption. Rigorous R&D & stringent quality controls has made bisleri
a market leader in the bottled water segment. Strict hygiene conditions are maintained
in all plants.
In their endeavour to maintain strict quality controls each unit purchases performs &
caps only from approved vendors. The company produces bottles in-house. They
have recently procured the latest world class state of the art machineries that puts the
company at par with International standards. This has not only helped them in
improving packaging quality but has also reduced raw material wastage & doubled
production capacity. People can be rest assured that they are drinking safe & pure
32
water when they consume Bisleri. Bisleri is free of impurities &
100% safe.
Enjoy the Sweet taste of Purity!
.
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Vision Statement
Our vision is to be the dominant player in the branded water business where the
second player is less than 20% of their business.
Mission Statement
We are in the business to serve the customer.
He is the most important person.
He is the only one who pays.
He deserves the best quality and presentation at a worth of the price.
We must have world class quality, at the lowest production & distribution cost.
This will make us an unbeatable leader, and will have satisfied loyal customers.
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The Journey till Now –
1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri.
Early-1980s: Shifts to PVC bottles from glass bottles used in 1969 and sales urge.
Mid-1980s: Switches to PET bottles, which meant more transparency and life for
water.
1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-
Cola for Rs.400 crore.
1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.
1998: Introduces a tamper-proof and tamper-evident seal.
2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2
a litre.
2000: BIS cancels Bisleri's license of water bottling in Delhi since some of the bottles
did not carry ISI label; the license is restored one-and-a-half months later.
2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show
Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.
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2003: Bisleri says it plans to venture out into Europe and America
to sell bottled water.:
2006: Launch of Natural Mineral Water to increase the product portfolio.
2007: Introduced 250ml attractive bottles.
2008-2010: May introduce energy drinks and flavored water.
Expansion
36
Bisleri International Pvt. Ltd. is committed to meeting the needs of its customers
across the country and to effectively service the end consumer Bisleri has been
working continuously to establish fresh bottling and distribution capacities.
Over the course of last one year, bottling plants have come up at:
Location Effective Date
Wadki, Maharashtra 17.08.2007
Ahmedabad, Gujarat 13.11.2007
Chennai, Tamil Nadu 15.11.2007
Andaman & Nicobar 18.12.2007
Madurai, Tamil Nadu 05.01.2008
Rajampet, Andhra Pradesh 29.01.2008
Mysore, Karnataka 29.02.2008
Udaipur, Rajasthan 01.03.2008
Kanpur, Uttar Pradesh 01.04.2008
The period from August to December 2008 have seen the following additional
capacities go on stream:
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Location -
Nagpur, Maharashtra
Wada, Maharashtra
Dahisar, Maharashtra
Nanded, Maharashtra
Chennai, Tamil Nadu
Varanasi, Uttar Pradesh
Jammu, Jammu & Kashmir
Since August 2008, the company has been planning further capacities in the
following states:
Punjab
Haryana
Uttar Pradesh
Himachal Pradesh
Rajasthan
Assam
West Bengal
Gujarat
Karnataka
Andhra Pradesh
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Tamil Nadu
Kerala
Product Portfolio of Bisleri -
Bisleri has developed 8 unique pack sizes to suit the need of every individual. They
are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-
returnable packs & 5L, 20L which are the returnable packs.
1. Bisleri with added Minerals:
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This product is bottled drinking water at its best. Bisleri with added minerals has a
TDS count (total dissolved solids count) of approximately 100. Bisleri Mineral Water
contains minerals such as magnesium sulphate and potassium bicarbonate which are
essential minerals for healthy living. They not only maintain the pH balance of the
body but also help in keeping a person fit and energetic at all times.
The composition of Bisleri Water in milligrams per liter (mg/l):
160-TDS
7.2-ph factor
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13.6-Calcium
22-Chlorides
58-Bicarbonate
7.8-Magnesium
2-Nitrate
19.3-Sulphates
66.1-Hardness
Purification -
Every drop of Bisleri water is purified as per international standards to ensure that
your Bisleri experience always remains pure and satisfying for longer. The following
is a brief understanding of the water treatment process.
1. Chlorination:
Kills micro organisms. Remove organic matter.
2. Arkal Filter:
Removes suspended matter and turbidity.
3. Carbon Filter:
Removes residual chlorine & odours.
4. Reverse Osmosis:
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Removes organic material. Controls total dissolved solids in
the water.
5. Addition of Minerals:
For the purpose of maintaining a balanced mineral content.
6. Micron Filtration:
Additional safety measures to guarantee purity.
7. Ozonation:
Ensures water remains bacteria free for longer life.
Pack Sizes Available –
Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml bottles,
1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.
2. Bisleri Mountain Water:
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The search for new products has now led the company to the new Natural Mountain
Water. Inspired by nature, it comes from a pristine source situated in the beautiful and
scenic mountains of Northern India. Natural Mountain Water resonates with the
energy and vibrancy of health and well-being. It is packed with the goodness of
nature's minerals which will refresh one’s senses and rejuvenate a person.
Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and
Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of
youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy
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capable of taking a person back to nature. Bisleri Natural Water is
bottled in its two plants in Uttaranchal and Himachal Pradesh.
Pack sizes Available –
Bisleri Mountain Water is available in six different pack sizes of 250ml, 500ml, 1
litre, 2 litres, 5 litres and 20 litres
3. Bisleri Himalayan Water:
“The water that almost descends from the Gods”
The Himalayas, the abode of the Gods, where the earth meets the heavens and where
in lies nature's untouched bounty. White glaciers, snow-capped mountains and a
plethora of exotic herbs and other flora that have therapeutic properties. This is where
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one will find a treasure trove of hidden natural spring water that
flows through natural purifying filters, mineral rich rocks and herbs from which it
absorbs many healing properties. Bisleri bottles this pristine spring water directly at
source, at the foothills of the Himalayas.
Pack Sizes Available –
Bisleri Himalayan Water is available in 500ml. bottles & 1 litre bottles.
Packaging @ Bisleri -
The most critical aspect of bisleri’s bottling process that sets it apart from the rest of
the industry is the fact that their bottles remain untouched right through the rinsing,
filling, capping and labeling operations.
Filling:
Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of
the RFC. The RFC equipment is neck run and it boasts of a monoblock unit, which
means that every bottle is held by the neck automatically while being inverted, rinsed
and sprayed with ozonated water at 2 bar pressure. After draining, the bottles are re-
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inverted and transferred to the filler. At the filler these bottles are
straightened up and gradually lifted to the filling valves which open only when a
bottle is placed under them. Filling is then done systematically through gravity.
Capping:
After the filling process the bottles are then transferred to the capping section. Here
ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since the
water is ozonated all product contact parts are of 316L grade stainless steel and the
rubber parts are of EPDM. (All components are water lubricated above the table top.)
Labeling:
From the capping section the bottles are directly sent to the labeling section. All
Bisleri bottles are labeled on a hot melt reel feed BOPP labeling machine. This
machine allows each individual bottles to be spaced out and fed to the labeling station
where precisely cut labels with a strip of hot melt glue at the leading and trailing
edge, get rolled around the bottle. These labels are fed into the machine in a roll form
too.
Quality Check:
From here on, the bottles go through an online check where qualified personnel
inspect each bottle for any leaks or breakages. They are then packed into sturdy
cartons which are dispatched to the market by the company’s fleet of trucks.
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“It’s 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
Agro 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 Chauhan’s 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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49
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,
Goa, 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 hitherto have been unexplored by the company.
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.
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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 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 doesn’t have any
intentions to acquire any existing plants.
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1.
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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 of ‘Pure 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, Bisleri’s 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.
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.
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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 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 frenzy…can not
find it….rushes towards the chemist’s shop….buys ‘something’ (keeping the
audience in suspense…or 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
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mix to counter the marketing strategies of the competitors by
developing its own marketing.
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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.
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 company has also the soda water,
mountain water under its brand name called the Bisleri Soda Water and
Bisleri Mountain 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
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example other than its core usage the product can provide for
Internet facilities using conversion.
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.
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DISTRIBUTION NETWORK:
The small-scale players built their sales by piggybacking on the generic
category built up by Bisleri. It’s 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 behind popular brands like Team in
Tamil Nadu and in Andhra Pradesh.
Prices for following packaging variants
(AN ECONOMIC FACTOR AFFECTING THE BUYER’S BEHAVIOR)
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
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aggressive pricing. Its product is available at a very
reasonable price.
250 ml Glass Rs.4
250 ml Bottel Rs.6
500ml Bottel Rs.10
1 Litre Bottel Rs.15
2 Litres Bottel Rs.22
5 Litres Jar Rs.35
20 Litres Jar 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.
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A Company’s 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:
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.
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 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 consumer’s mind of the purity of the other
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brands. That is, Bisleri is the only one that guarantees purity
and keeps you Safe.
To conclude: We find that new advertisement campaign of Bisleri 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 that’s 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 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 Agro’s Bailey has been growing steadily. Small local
players too are breathing down Bisleri’s 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
With Parle’s 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.
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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 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 Agro’s- Bailley
Bailley the brand that is owned by Ramesh Chauhan’s brother Prakash
Chauhan is very popular in the southern part 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
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spread its presence in that part of the country. Another thing
that makes the competition difficult for the company is the price at which it’s
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 it’s
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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PURE BOTTLED DRINKING-WATER
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
Quality which many countries use as the basis to establish their own national
standards.
International Standards for Bottled Drinking–water
The intergovernmental body for the development of internationally recognized
standards for food is the Codex Alimentarius Commission (CAC). WHO, one of the
co-sponsors of the CAC, has advocated the use of the Guidelines for Drinking-water
Quality as the basis for derivation of standards for all bottled waters.
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, water and air contamination.
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The bottled water market share of major brands is Bisleri (51%), Bailley (17%), Yes
(11%) followed by Kinley (10%), Aquafina (4%).
Drinking water filled in hermetically sealed containers of various
compositions, form, and capacities that is suitable for direct consumption without
further treatment
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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.
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
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Sheetal
Bisleri
Brilliant
Bally
Apurva
Royal
Aqua
Best
OXYRICH
When absorbed into the body, these pesticides are not metabolized
rapidly hence get stored in the fat.
The organophosphorus pesticides affect and damage the nervous system and can
cause cancer. They can cause reproductive and endocrinal damage also.
CONCLUSION
"Water, water everywhere, but not a drop to drink" from the Rhyme of the Ancient
Mariner is perhaps a fitting description of the attitude of many consumers living in
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urban areas today who are increasingly looking toward bottled water
as a means of meeting some or all of their daily requirements.
It holds that discomfort or dissonance occurs when a consumer holds conflicting
thoughts about a belief or an attitude object.
Consumers may have various reasons for purchasing bottled drinking water, such as
taste, convenience or fashion, but for many consumers, safety and potential health
benefits are important considerations.
Thus, the pesticide used in the water makes it dangerous to use regularly.
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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
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Sponsoring various cultural program
Better visibility
Good intensives to dealer
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WEAKNESSWEAKNESS
one liter packs which accounted for 50 per cent of the company’s 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 MRP of Rs.70. That works
out to Rs.20 a litre. If the logistics, manufacturing and distribution do fall in
place, it could change the face of the purified water market for keeps.
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OPPURTUNITIESOPPURTUNITIES
So far, Chauhan has not used the franchising route very aggressively unlike
Parle Agro’s 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.”
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THREATS
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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Objectives of the Project –
To find out the preference level of Bisleri botteled water in the market.
To determine the market share of Bisleri Brand of Bottle Water
To know the competitors strategies.
To find untapped retailers.
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RESEARCH METHODOLOGY
1.RESEARCH DESIGN:
The research design which has been used in the project report is descriptive in nature.
2.SAMPLE DESIGN:
The sample design which has been use in this project report is simple random
sampling.
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 Noida city has been
taken as a geographical unit and retailers as an individual unit.
3.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 50 outlets.
4.NATURE OF DATA:
In this project report the data is collected through primary data source as well as
secondary data.
Type of Data collection Method adopted Mode of communication
Primary Questionnaire Personal Interviews
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FINDINGS
After the tabulation and analysis of 50 respondents from ghaizabad city:-
He following findings are obtained:
Q. 1 Whether the customers are already aware about this product?
a)Aquafina b)Bisleri c)Kingfisher d)Kinley e)Others
Which brand of bottle water do customers ask for the most?
.
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ANALYSIS:
According to market share figure, Bisleri is the leading brand which 55.45% market
share. While Kinley is on second rank with 23.33% market share, Aquafina is on the
third rank with 13.95% share, Kingfisher have 3.97% market share and others 6.30%.
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2. Which brand of bottle water do customers ask for the most?
a)Aquafina b)Bisleri c)Kingfisher d)Kinley e)Others
ANALYSIS:
50% retailers said that when it comes to mineral water customers only said give
me a Bisleri then on second number they ask for kinley or any other bottled water.
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3. How much is your monthly sale of diffrent brands?
ANALYSIS:
60% of sellers said that they have their maximum sales from Bisleri, 20% sellers said
that they have their maximum sales from Kinley, 10% said that they are getting good
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revenues from Aquafina, 8% get it from Kingfisher, 2% get it from
others.
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4. Why do you prefer to sell more this particular brand?
a. Easily available
b. More demand
c. Quality Factor
ANALYSIS:
40% saler prefer to sale Bisleri because of it high demand, 34% sale it because of
its easily availablety and 26% sale it because of its good quality.
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Q. 5 When you talk of mineral water, what brands come to your mind?
ANALYSIS:
35% seller said that when they think of mineral water Bisleri name comes in their
mind, 25% of the sellers said that Kingfishers comes to their mind, 20% said
Aquafina, 15% said Kinley and 5% said others.
Q. 6 Whether the customers are already aware about this product?
88YES
NO
S1
85%
15%0%
20%40%60%80%
100%
Series1
INTERPRETATION: 85% are aware about the product and 15% people are
unaware.
7. Which brands of mineral water are more available on your shop?
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Analysis:
40% of the saler said that they kept Bislsri more in their shop, 25% said that they
stock more Aquafina , 15% kingfisher as well as 15% Kinley and only 5% stock
others .
8. Number of the buyers who buy this particular brand of water per day?
a) 0-5 b) 5-10 c) 10-15 d) above 15
90
ANALYSIS:
As per the above analysis 40% sellers sell10-15 bottels in a day, 25% sellers sell 5-
10 bottles in a day, 15% sell 0-5 bottles, 10% sell Above 15 bottles.
9. Are you satisfied with the current margins on this brands?
Yes
91
No
ANALYSIS:
As per the above analysis 88% sellers are satisfied with the current margins of this
brand, but 12% sellers are not satisfied.
10. Whether you are getting any complaints from customers specify ?
92
ANALYSIS:
As per the above analysis 88% sellers are satisfied with the current margins og this
brand, but 12% sellers are not satisfied.
93
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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 Tamil
Nadu. Similar brands with a regional presence are Siruvani, and Koday. Thus,
new players will be looking for a distinct positioning. One such brand is
Bisleri, the largest selling bottled water brand in the US. After its successful
test launch in Mumbai and Bangalore, Bisleri was released in Chennai,
Ahmedabad, Vadodara, and Pune. Parle Agro has invested over Rs.5 crore in
the new Bisleri water project in Maharashtra.
Moreover, Bisleri will be served absolutely chilled.” That makes sense too,
since surveys have indicated that an overwhelming majority of the 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, Kingfisher, 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.
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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 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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LIMITATIONS
o A small segment of the market has been covered only, so the conclusion
cannot be generalized.
o The data collected cannot be free from errors, since some of the respondents
failed to give correct information.
o Study accuracy totally based upon the respondents response.
o Stipulated short span of time for survey.
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RECOMMENDATIONS
o Tries to give retailers good margin so they feel it more
profitable to sell our product more than the competitors.
o Tries to provide small refrigerator to the big retailers as you
competitors done so that they can provide chilled water to the
consumers because your competitors do not allow the to keep
you product in there refrigerator and because of these reasons
some time retailers hesitate to keep your product.
The company should take care of the demands of distributor such as providing
extra cartons (as some cartons are destroyed during loading and unloading
activities), promotional materials etc.
o The company should increase its tie-ups with major fast food retail outlets
and leading chain of restaurants and Hotel in order to boost sales
o Advertisement to build the brand image that will provide the required
ground to establish the authenticity to the product.
o Awareness programs at health club, schools & Nursing homes.
o To win over the consumer belief and faith over the genuity of the
product.
o Display of hot and cold dispensers and bottles at places like hotels,
clubs and airports where upper class group visits, as they are the
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potential customers. Place like departmental stores,
petrol pumps and super bazaars can also be considered.
o 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.
o 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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100
BIBLIOGRAPHY
Marketing Management, Philip Kotlar
Annual Report, Bisleri
Business Magazines
Websites
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ANNEXURE
102
QUESTIONNAIRE
Retailers details (please fill up ) : ________________________________
Retailers shop Name : ________________________________
Address :
Contact Person : ________________________________
Q1. Which brand of bottle water do you sale more?
a. Kingfisher
b. Kinlery
c. Aquafina
d. Bisleri
e. others
Q2. Which brand of bottle water do customers ask for the most?
a)Aquafina b)Bisleri c)Kingfisher d)Kinley e)Others
103
Q3 How much is your monthly sale of diffrent brands?
_______________________________________________
Q4. Why do you prefer to sell more this particular brand?
a. Easily available
b. More demand
c. Quality Factor
Q5. When you talk of mineral water, what brands come to your mind?
Q6. Whether the customers are already aware about this product?
____________________________________________________
Q7. Which brands of mineral water are more available on your shop?
____________________________________________________
Q8. Number of the buyers who buy this particular brand of water per day?
a) 0-5 b) 5-10 c) 10-15 d) above 15
_________________________________________________
Q9. Are you satisfied with the current margins on this brands?
Yes
No
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Q10. Whether you are getting any complaints from customers
specify ?
__________________________________________
Q11. Whether you are getting any complaints from customers, specify?
____________________________________________________
Q.12. To which brand and reason?
Brand:- _____________________________________
Reason:- _____________________________________
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