Vineet Nair – PG 06 37 Romi Patel – PG 06 44
Neel Pandya – PG 06 42
• India is the tenth largest bottled water consumer in the world
• The industry’s estimated turnover is more than Rs.18 bi...
Market Share
35%
38%
15%
12%
Bisleri Kinley Aquafina Others
Introduction to Bisleri
• Parle acquired Bisleri from an Italian company Felice-Bisleri in
1969.
• The brand portfolio of ...
1st
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
SEGMENT COMPANY BRAND PACKS PRICE (Rs)
Popular
Parle Bisleri Bisleri
250 ml 3
500 ml 5
1 litre 10
Parle Ag...
Monitoring
Support
Brand Management
Integrated marketing
activities
Portfolio
Brand consistent
Positioning
Value
Relevance...
Improvements Based on BRC
Relevance
• Implementation of product
improvements which come
out of consumer research.
• Try an...
Improvements Based on BRC
Value:
• Consumers looking
for “value for
money”
• Reduction in prices
in the retail market.
Int...
THANK YOU…
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Bisleri

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Bisleri

  1. 1. Vineet Nair – PG 06 37 Romi Patel – PG 06 44 Neel Pandya – PG 06 42
  2. 2. • India is the tenth largest bottled water consumer in the world • The industry’s estimated turnover is more than Rs.18 billion (Rs.1,800 crores). • 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. • 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 Indian Bottled Water Industry
  3. 3. Market Share 35% 38% 15% 12% Bisleri Kinley Aquafina Others
  4. 4. Introduction to Bisleri • Parle acquired Bisleri from an Italian company Felice-Bisleri in 1969. • The brand portfolio of Parle was bejeweled by Thums-Up, Gold Spot and Limca. • To start with the market was a hard nut to crack as it was marketing something which is colorless, tasteless and odourless. • The earlier brand building efforts focused on Bisleri being healthy with adequate minerals.
  5. 5. 1st 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 SEGMENT COMPANY BRAND PACKS PRICE (Rs) Popular Parle Bisleri Bisleri 250 ml 3 500 ml 5 1 litre 10 Parle Agro Bailley 330 ml 3.5 500 ml 5 Pepsi Aquafina 750 ml 10 1 litre 11 Coca Cola Kinley 1 litre 10 Bulk Parle Bisleri Bisleri 5 litres 25 Parle Bisleri Bisleri 20 litres 60 Premium Nestle Perrier 330 ml 55 750 ml 90 Danone Evian 1 litre 85
  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. Improvements Based on BRC Relevance • Implementation of product improvements which come out of consumer research. • Try and focus on the new trends in the industry eg: Flavored water. Portfolio • Bring out different products and extend its product line • 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
  11. 11. Improvements Based on BRC Value: • Consumers looking for “value for money” • Reduction in prices in the retail market. Integrated Marketing communication: • Creating awareness for Bisleri Mountain.
  12. 12. THANK YOU…
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