0
Vineet Nair –  PG 06 37 Romi Patel –  PG 06 44 Neel Pandya –  PG 06 42
<ul><li>India is the tenth largest bottled water consumer in the world  </li></ul><ul><li>The industry’s estimated turnove...
Market Share
Introduction to Bisleri <ul><li>Parle acquired Bisleri from an Italian company Felice-Bisleri in 1969. </li></ul><ul><li>T...
1 st  Campaign of Bisleri “ Bisleri is veri veri  “   extraordinari”
Bisleri Brand Portfolio Bisleri Brand Portfolio Bisleri with added Minerals Bisleri Mountain Water
Different target segments  Bisleri Retail Bulk
Market Segments   85   1 litre    Evian    Danone    90   750 ml    55   330 ml    Perrier      Nestle    Premium        6...
  Monitoring Support Brand Management Integrated marketing activities Portfolio Brand consistent Positioning Value Relevan...
<ul><li>Relevance </li></ul><ul><li>Implementation of product improvements which come out of consumer research. </li></ul>...
Improvements Based on BRC <ul><li>Value: </li></ul><ul><li>Consumers looking for “value for money” </li></ul><ul><li>Reduc...
THANK YOU…
Upcoming SlideShare
Loading in...5
×

Bisleri Final...

9,955

Published on

3 Comments
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
9,955
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
508
Comments
3
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Bisleri Final..."

  1. 1. Vineet Nair – PG 06 37 Romi Patel – PG 06 44 Neel Pandya – PG 06 42
  2. 2. <ul><li>India is the tenth largest bottled water consumer in the world </li></ul><ul><li>The industry’s estimated turnover is more than Rs.18 billion (Rs.1,800 crores). </li></ul><ul><li>The Indian bottled water market has grown at a compound annual growth rate (CAGR) of 25 per cent in the last 4 years - the highest in the world. </li></ul><ul><li>Indian Bottled water industry a PARADISE: The per capita bottled water consumption in India is still quite low - less than five litres a year as compared to the global average of 24 litres </li></ul>Indian Bottled Water Industry
  3. 3. Market Share
  4. 4. Introduction to Bisleri <ul><li>Parle acquired Bisleri from an Italian company Felice-Bisleri in 1969. </li></ul><ul><li>The brand portfolio of Parle was bejeweled by Thums-Up, Gold Spot and Limca. </li></ul><ul><li>To start with the market was a hard nut to crack as it was marketing something which is colorless, tasteless and odourless. </li></ul><ul><li>The earlier brand building efforts focused on Bisleri being healthy with adequate minerals. </li></ul>
  5. 5. 1 st Campaign of Bisleri “ Bisleri is veri veri “ extraordinari”
  6. 6. Bisleri Brand Portfolio Bisleri Brand Portfolio Bisleri with added Minerals Bisleri Mountain Water
  7. 7. Different target segments Bisleri Retail Bulk
  8. 8. Market Segments   85   1 litre   Evian   Danone   90   750 ml   55   330 ml   Perrier     Nestle   Premium       60   20 litres   Bisleri   Parle Bisleri   25   5 litres   Bisleri   Parle Bisleri Bulk     10   1 litre   Kinley   Coca Cola   11   1 litre   10   750 ml   Aquafina     Pepsi     5   500 ml   3.5   330 ml   Bailley     Parle Agro     10   1 litre   5   500 ml   3   250 ml   Bisleri       Parle Bisleri   Popular                 PRICE (Rs)   PACKS   BRAND   COMPANY SEGMENT
  9. 9.   Monitoring Support Brand Management Integrated marketing activities Portfolio Brand consistent Positioning Value Relevance Delivering customer's desires Attribute Rating 10 9 8 6 5 7 1 3 2 4 Performance 3 3 4 3 2 4 5 3 2 4 1 2 3 4
  10. 10. <ul><li>Relevance </li></ul><ul><li>Implementation of product improvements which come out of consumer research. </li></ul><ul><li>Try and focus on the new trends in the industry eg: Flavored water. </li></ul>Improvements Based on BRC <ul><li>Portfolio </li></ul><ul><li>Bring out different products and extend its product line </li></ul><ul><li>Story would be different if after launch of Kinley and Aquafina in mineral water segment Bisleri would have challenged them on soft drink with thums-up which was the biggest trump card of its time </li></ul>
  11. 11. Improvements Based on BRC <ul><li>Value: </li></ul><ul><li>Consumers looking for “value for money” </li></ul><ul><li>Reduction in prices in the retail market. </li></ul><ul><li>Integrated Marketing communication: </li></ul><ul><li>Creating awareness for Bisleri Mountain . </li></ul>
  12. 12. THANK YOU…
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×