4Ps: Product, Price, Place and Promotion.
Bisleri was originally an Italian company created
by Signor Felice Bisleri.
He first brought the idea of selling bottled water in
Bisleri was originated in Italy in a place called
Nocera Umbra from a spring called Angelica.
In 1965, it was introduced in Mumbai in glass
bottles in two varieties:
In 1969, it was bought over by Parle.
Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.
• 1993: Sells carbonated drink brands like Thumps
Up, Gold Spot and Limca to Coca-Cola for Rs.400
• 1995: BISLERI launches a 500 ml bottle and sales
shoot up by400 per cent.
• 1998: Introduces a tamper-proof and tamper-
• 2000: Introduces the 20-litre container to bring
prices down from Rs.10 a litre to Rs.2 a litre.
• 2000: BIS cancels BISLERIS license of water bottling
in Delhi since some of the bottles did not carry ISI
label; the license is restored one-and-a-half months
•2002: KINLEY overtakes BISLERI.The national retail
stores audit by ORG-MARG show Kinsley’s market
share at 35.1 percent compared to BISLERI’S 34.4
• 2003: BISLERI says it plans to venture out into
Europe and America to sell bottled water.
58 contract packers all over
+ Penetrative pricing
Various sizes packaging to fit consumer desire and
Introduced 500ml bottle@ Rs.5 in year 1995
1L bottle@ Rs.10 in year 2000
Starts from Rs. 10 @ 500ml
1L @ Rs.17
Bisleri has around 80,000 retail outlets in India
12,000 each in the Delhi and Mumbai alone
Available in small kirana shops to restaurants to
super markets etc.
Offices & Institutes
Target is to reach to 10,00,000 in order to expand
Importance Of Distribution In FMCG
Fast Moving Consumer Good
High volume ball game
All possible efforts to boost sales and promote
their distributors to earn more and more orders
from the retailers and wholesalers.
These products are transported either
via roadways or railways within the domestic
markets and normally don’t take more than a week
to reach the retailers.
A close check, problems, Rectification
+ Distribution Channel Of Bisleri
The distributor employs their own salesmen
The salesmen are divided among the territories defined
by the distributor
The company sales person makes a visit once every month
Interaction with Sales Executive
Bisleri people doing the job for distributors
The company will invest approximately Rs.200 cr. to
procure 2000 trucks and hire same no. of sales people
Plans to increase its distribution network over the southern
and eastern region, where it is behind popular brands
likes Team in Tamil Nadu and in Andhra Pradesh.
Less margin to distributors
Unviability at small shops
Its market is PULL driven & no PUSH is required
Generic name for the product
Bisleri has the strongest brand positioning in the
mineral water bottle sector.
We don’t ask for a mineral water bottle, we ask for
It comprises of more than 40% of the market share
and hence, it is the market leader.
In Indian villages, even today there is shortage of
safe drinking water sources and there is spread of
water borne diseases due to contaminated water.
The company should therefore focus on rural
The company is a single product portfolio
company.The company should try to introduce
more product more beverage products in the
Conclusion and Recommendation
The brand recall of Bisleri is stronger as compared
to its competitors. However, problem arises when
the brand is not available and customer ends up
buying the brand of competitor.The company can
acquire smaller unorganized players to extend the
reach or can tie up with major local players.
The company should form a joint venture with
some companies who have greater rural
distribution network to introduce products
catering to rural market