Brand DossierBisleri Packaged Drinking Water

Presented By:Asmita Datta (B12012)Harshit Parekh (B12017)Sanket Balgi (B12042)Subhra Dutta (B12050)

PRAXIS BUSINESS SCHOOL

AGENDA History & Evolution of Bisleri

Positioning And Repositioning

Marketing Strategies Adopted

Competitors-Generic & Others

Methods Adopted to tackle Competition

Hypotheses and their justification

Market Research Analysis

Net Take Away

HISTORY AND EVOLUTION OF BISLERI

1967- The first bottling plant to manufacture Bisleri was set up in Mumbai

1971- Bisleri was introduced in plastic and pet bottles which gave a boost to sales

2002- Bisleri’s market share came down to 15.8% due to introduction of Aquafina and Kinley

2005- Bisleri launches “Break Away Seal”, ”Fear Factor” and “Play Safe” campaigns to ascertain its purity and safety

2010- Bisleri launches Vedica Natural Mountain Water

POSITIONING AND REPOSITIONING

INITIAL POSITIONING: Pure and Safe

REPOSITIONING: The Sweet Taste of Purity Play Safe Stay Protected

MARKETING STRATEGIES ADOPTED BISLERI

ADVERTISING STRATEGIES:

• The first print ad punch line was: “Bisleri is veri veri extraordinari”

• The “Play Safe” advertisements targeted the youth

• In 2009 Bisleri did a makeover in packaging by introducing the celebration packs

• Bisleri’s advertisements focused on strengthening consumer connect

• The “Go Green” campaign

MARKETING STRATEGIES ADOPTED BY BISLERI (Cont…)

SALES PROMOTION:• Bisleri-20% extra free• Increasing volume and then the price• Holding contests• Point of purchase displays

SEGMENTATION:• The need to stay ahead of competition• Demographic segmentation• Geographic segmentation• Psychographic segmentation

MARKETING STRATEGIES ADOPTED BY BISLERI (Cont…)

DISTRIBUTION STRATEGIES

• Retail outlets

• Home delivery

• Bisleri Shoppe

• Direct road transport

COMPETITORS-GENERIC AND OTHERS

GENERIC COMPETITORS

• Soft drinks• Lassi• Fruit Juices• Butter-milk• Nimbu pani • Carbonated water• Flavoured Milk

COMPETITORS-GENERIC AND OTHERS (Cont…)

Direct Competitors

• Kinley• Aquafina• Oxyrich• Himalayan• Rail Neer

METHODS ADOPTED TO TACKLE COMPETITION

• Bisleri takes on Kinley

• Bisleri enters different markets

• Bisleri tries to do away with marketing myopia

• Bisleri tries to stand out from competitors

• Bisleri reinvest in the brand

HYPOTHESES AND JUSTIFICATION

Bisleri is the most preferred brand because of its availability. Bisleri had the first mover advantage and has an efficient distribution channel. But does this make Bisleri the most preferred brand?

Advertisements have helped Bisleri differentiate itself from other brands.

With catchy taglines and advertisements, has Bisleri been successful in differentiating itself from other brands?

HYPOTHESES AND JUSTIFICATION (Cont…)

We require information:- • To know if customers prefer other packaged drinking water

brands or substitutes over Bisleri

• to know if Bisleri and other brands are freely available in the market

• To know about consumer awareness about Bisleri’s tagline and

it’s change in look and feel of the bottle

HYPOTHESES AND JUSTIFICATION (Cont…)

Instrument of data collection:- Questionnaire

Why questionnaire:- Flexible and convenient

Sample Plan:-Resulting data should contain a representative sample of all the parameters

Sample Size:-90 respondents

Diagrammatic representations:-Bar Graphs and Pie Charts

HYPOTHESES AND JUSTIFICATION (Cont…)

Data analysis methods

Diagrammatic representations

Bar Graph

Pie Chart

MARKET RESEARCH ANALYSIS

BRAND RECALLBrand Recall was highest for Bisleri among all packaged drinking water products.

Bisleri Aquafina Kinley Himalayan Bailey Others0

10

20

30

40

50

60

70

80

No.

of

resp

onde

nts

MARKET RESEARCH ANALYSIS

BRAND AWARENESSWhen it comes to brand awareness Kinley, Bisleri and Aquafina are almost at the same level.

MARKET RESEARCH ANALYSIS

Bisleri scores over the other brands in terms of respondents who remember the advertisements

Aquafina Bisleri Kinley Himalayan0

5

10

15

20

25

30

35

40

No.

of

resp

onde

nts

MARKET RESEARCH ANALYSIS

BRAND PREFERENCEAquafina has emerged as the most preferred brand.

Bisleri Aquafina Kinley Oxyrich Bailey0

50

100

150

200

250

300

Brand Preference

Wei

ghte

d Sc

ore

Bisleri has been ranked the most available brand. Kinley and Aquafina are not far behind.

Aquafina Kinley Bisleri Bailey Oxyrich0%

10%

20%

30%

40%

50%

60%

70%

4 (Very Easily Available) 3 (Easily Available) 2 (Available) 1

MARKET RESEARCH ANALYSIS

Though 59.3% of respondents have given the correct answer but still the rest have chosen the blue colour.

MARKET RESEARCH ANALYSIS

KINLEY HIMALAYAN BISLERI AQUAFINA0

10

20

30

40

50

60

70

80

90

100

PINKGREENBLUE

MARKET RESEARCH ANALYSIS

Awareness of the brand through taglines has not worked has the majority of the respondents have not been able to give the correct answer.

The Purest Part of You (Aquafina)

22%

Boond Boond Mein Vishwas (Kinley)

37%

Stay Protected (Bisleri)33%

Live Natural (Himalayan)8%

Tagline Awareness

MARKET RESEARCH ANALYSIS

63% of respondents ask for a particular brand while purchasing packaged drinking water. The next question will tell us which brands they ask.

10%

27%

63%

Responses

Ask for Shopkeeper's Preference

I am not bothered

Ask for a Particular Brand

MARKET RESEARCH ANALYSIS

Respondents have considered availability and hygiene as the important factors while purchasing Bisleri.

   1 

 2

 3

 4

 5

 Price

 

 12.2%(11)

 

 20%(18)

 21.1%(19)

 30%(27)

 16.7%(15)

 Availabilit

y 

 5.6%(5) 

 6.7%(6) 

 15.6%(14)

 24.4%(22)

 47.8%(43)

 Hygiene

 

 2.2%(2) 

 6.7%(6)

 10%(9)

 23.3%(21)

 57.8%(52)

  

Shopkeeper/

Retailer’sRecommendation

 

 23.3%(21)

 13.3%(12)

 30%(27)

 15.6%(14)

 17.8%(16)

MARKET RESEARCH ANALYSIS

42% of respondents ask for Bisleri which makes it the most preferred brand.

42%

19%

29%

5%5%

Brand Preferance

BisleriAquafinaKinleyOthersHimalayan

NET TAKE AWAY

• Bisleri is most preferred because of its availability

• Advertisements have not helped Bisleri to differentiate itself from its competitors

• Bisleri is considered hygienic • Bisleri scores above the other brands in terms of

brand awareness • Majority of the people ask for Bisleri when they

purchase packaged drinking water

Thank You