Post on 03-Jun-2018
8/12/2019 Presentation on Bisleri
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Presentation on Bisleri
Made by :- Ishaan SinghShahrukh Mohsini
Hemangi Kewlani
Manav Sharma
Nishi Bhatt
Shubhankar Sarkar
Piyush Jain
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INTRODUCTION
FOUNDED 1965
HEADQUATERS MUMBAI
KEY PEOPLE FELICE BISLERI (FOUNDER)
RAMESH J. CHAUHAN (CHAIRMAN OF BISLERI
INTERNATIONAL PVT. LTD)
PRODUCT BOTTLED WATER
PARENT PARLE BISLERI LTD.
WEBSITE WWW.BISLERI.COM
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BISLERI FACTS
• A brand that pioneered the concept of mineral water,bottled with its distinct green label, Bisleri, today, is ahousehold name. Powered by 17 owned plants, 33 co-packers, 11 franchisees and a wide distribution and
retail network pan India, Bisleri is at the centre of theAqua Green Revolution.
• A brand that aims to create an India in which everyperson has uninterrupted access to scientificallypurified and fortified drinking water, irrespective of
geographical barriers or economic limitations.• The brand name Bisleri is so popular in India that it is
used as a generic name for bottled water
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BISLERI – BUSINESS STATISTICS
• Bisleri holds 40 per cent of the market share and is themarket leader. Kinley and Aquafina are fast catching up,with Kinley holding 20-25 per cent of the market andAquafina approximately 10 per cent. The rest, including
the smaller players, have 20-25 % of the market share.
• Bisleri can be considered to be in the growing stage ofit’s life cycle as since it’s inception, the brand hascontinuously been trying to go along with the changingtimes and implement all the right changes, whether interms of positioning, packaging, expanding or simplyincreasing consumer reach
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BISLERI – TARGET PROFILE
• Geographical
For a product like mineral water, there are hardly anygeographical limits. It can be present at all locations suchas:
Residential Areas
Business Areas
Commercial Areas- malls, dine outs, multiplexes etc
Tourist DestinationsHigh Temperate Areas
Educational Hubs
Recreational Locations
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• DemographicalGender: All
Age: No LimitsSocio-Economic Class: Initially when Bisleri was launched,
it targeted the well to do members of society asbottled water was not at all common.
As the brand started to grow, it started to spread reachacross all the different segment levels of society fromhigh to low. It aimed to make clean water accessible toall.
• Psychographic : The urban population and the healthconscious.
• Behavioural: Buying behaviour involves the brandBisleri replacing the general term ‘Mineral water’
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BISLERI – SIX WANTS & VARIABLES
• Functional -------- Package/Form
It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre,1.5 litre, 2 litre, 5 litre, and 20 litre.
• Value-------- Pricing
250ml- Rs.3 500ml- Rs.5 1ltr-Rs.10 1.2ltr-Rs.12 2ltr-Rs.20 5ltr-Rs.3020ltr-Rs.75
A brand that is known to provide value for money.
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• Self-Image------- Advertising & Communication
Tagline: The Sweet Taste of Purity
Ad Campaigns: ‘Play Safe’
‘Bada Bisleri’
‘There is just one Bisleri’
‘Pure and Safe’
Advertised safety feature- Tamper proof seals.
Color change from blue to aqua green to
differentiate from competition.
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• Availability----- Distribution
Intensive Distribution:
-Increasing bottling units
-Large transport vehicle fleet
-Retail Outlets
-Large availability with Retailers
-Large availability with Wholesalers
• Service----- Service Centers/CustomerService
• Risk Avoidable----- Guarantee/Purity seal
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BISLERI - COMPETITORS
• AQUAFINA
• KINLEY
• HIMALYAN
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BISLERI – FORTHCOMING PLANS
• FLAVOURED WATER
• JUICES / SOFT DRINKS
• LIQUOR