Presentation1

Reinventing Bisleri
By:
Pinaki Basu
Reinventing Bisleri By Pinaki Basu

Introduction
Bisleri was originally an Italian company created by FeliceBisleri.
Bisleri then was introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965.
Parle bought over Bisleri (India) Ltd. in 1969 and started bottling water in glass bottles under the brand name ‘Bisleri’.

Cont.....
Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers.
In 1995
Ramesh J. Chauhan
started expanding
Bisleri operations.

History
1971: Parle Bisleri's Bisleri brand was launched.
Early 1990s: The branded mineral water industry was worth Rs 3 billion.
1992: Around 95 million litres of mineral water was produced in India.

Cont...
After 1993: Several new brands were launched.
Late 1990s: Many international brands were planning to enter Indian Market.

Brands
Mineral Water
Bisleri Mineral Water
contains minerals
such as magnesium
sulphate and potassium
bicarbonate which are essential minerals for healthy living.

Cont...
It is available in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.

Brands
Mountain Water
Bisleri Natural Mountain
emanates from a natural spring,
located in Uttaranchal and
Himachal nestled in the vast
Shivalik Mountain ranges.
It is available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.

Brands
Fizzy Soda
It is the most recent product
from Bisleri.
Fizzy soda is carbonated
water, and comes under soft
drinks segment.

Brands
Bailley -- Parley Agro
Bailley is a product of
Parle Agro Group.

Competitors
Kinley
Kinley is a product of
Coca Cola.

Competitors
Aquafina
Aquafina is a product of
PepsiCo India Pvt Ltd.

Competitors
Himalayan Water
Himalayan Water is a
product of Tata Group.

Competitors
Kingfisher Premium
Kingfisher Premium is a
product of United Breweries
Group.

Competitors
Perrier
Perrier is a product of
Nestle group.

Competitors
Evian
Evian is owned by Danone
Group, a French multi
-national company.

Strategic Advantage Profile (SAP)

Environmental Threat & Opportunity Profile (ETOP)

Cont....

SWOT Analysis

Decision Model
OPPORTUNITIES
W
E
A
K
N
E
S
S
S
T
R
E
N
G
T
H
THREAT

Area Of Concern
Bisleri tried to make purification and quality as their USP.
They used tamper proof seal, to make it safe.
But this idea didn’t work as it was common to other brands.
New competitors decreased its market share.

Cont...
New competitors had an edge over Bisleri in distribution channel.
Kinley had 500,000 outlets compared to Bisleri's350,000
Quality of the bottles wasn't consistent.

Cont...
Different shapes of bottles increased labelling time.
New competitors invested
hugely in advertisements
and promotions.

Alternative Actions By Company
Promoted their tamper proof seals as a “Break Away Seal”.
To reinforce the message that Bisleri was "pure and safe."
Launched “Alaska Neck” bottles- used less plastic – cost saving.

Cont...
Penetrated every possible segment of the market by introducing more pack sizes.

Cont...
Focused and invested more on advertisements.

Cont...
Planned to target the soft drinks market.
Reportedly focused on the bulk segment.
Changed it’s base colour from “Blue” to “Aqua Green” which helped it stand out in a sea of almost-uniformly blue-toned bottles of water.

Cont...
FROM "PURE AND SAFE" TO "PLAY SAFE"
Convey a social message:
“Young people need to make sure they are safe even when they are having fun.”

Targeting malls, multiplexes, five-star hotels and premium restaurants to stock the variant.
Target customer -- affluent, urban and health conscious.
Cont...

Cont...
Introduced a new variant i.eNatural Mountain Water.
Announced its plans to launch the brand in the US -- a huge market for designer waters.

Cont...
Invested in:
-setting up two new plants in Uttaranchal and Himachal Pradesh
-infrastructure development
-widening the distribution network.

Cont...
Bisleri is setting up 25 new bottling plants across India.
Invested US$ 10 million for setting up these new bottling plants in Maharashtra, Kerala, Jammu & Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand and north Bengal.

Bisleri Today
Bisleri recently introduced BisleriNatural Mountain Water
Recently introduced “Fizzy Soda”.

Cont...
At present, the company has 52 bottling plants across India.
Bisleri has a 60% market share in the bottle mineral water segment.
It also plans to launch:
-branded ice
-flavoured vitamin-enriched water .

Suggestions
The promotions should target all the age groups and not just the youth.
Should increase their distribution channel and franchisee.
Brand extension to brand proliferation.

Some Interesting Videos.....

Questions
&
Answers

Question
1. AnalyseBisleri's strategy of shifting its positioning in the late 1990s. Do you think bisleri's new positioning will help it achieve ambitious targets?

Answer
As product differentiation on the basis of quality became increasingly difficult, with each company claiming that its brand was safe and pure, companies began to use packaging to differentiate their products. Bisleri introduced a tamper proof seal.
Analysts felt that Kinley and Aquafina had an edge over Bisleri because of their strong distribution network.

Cont...
In the late 1990s, Parle Bisleri launched an ad campaign to create a distinct brand image- ‘There is just one Bisleri.’
In place of the round ringed bottles, Bisleri would be available in hexagonal flat-sleeved bottles. The new pack is trendy and has been well accepted by the consumers.

Cont...
In September 2000, Bisleri launched its Play Safe ad campaign. The campaign targeted the youth and hoped to convey a social message: young people need to make sure they are safe even when they are having fun. The ad campaign saw a shift in positioning from "pure and safe" to "play safe."

Question
2. What is the market segmentation in branded water? How is the industry shaping?

Answer
The market was segmented into premium, popular and bulk segments.

Question
3. With Pepsi and Coca-Cola entering the branded water market do you think competition will intensify in this market and that water wars will replace cola wars? Where do you think Bisleri stands in this market?

Answer
Bisleri had almost a monopoly in Branded Water market in India in 70s and 80s.
When Pepsi and Coca Cola entered Indian branded water market it posed a threat to Bisleri.
They captured a large market share of Bisleri.
Bisleri had to change its strategies.

Cont...
Now Bisleri again regained its market share.
But still Pepsi’s Aquafina and Coca Cola’s Kinley poses a threat to Bisleri.
Though the market of packaged water is growing day by day but still it will take a long time to be at par with that of Soft Drink market.

Any Questions
???

Thank You

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