Bisleri is India's largest bottled water company. It was started in 1965 by an Italian entrepreneur who began packaging drinking water in Mumbai. In the late 1960s, Parle took over Bisleri and began bottling operations. Through expansions and ownership changes over the decades, Bisleri has become a leader in the bottled water industry in India, which is now worth an estimated Rs. 15,000 crores. Bisleri focuses on quality, brand image, and wide distribution network to maintain its dominant market share over competitors like Coca-Cola's Kinley and Pepsi's Aquafina.

2. Water is a key to social equity to environmental
stability and to cultural diversity. Water is also firmly
linked with health. Pure and safe drinking water has
always been a necessity.
Necessities of Packaged Mineral Water
• Quality Water for health conscious people
• Easily Assessable - Improper water supply

4. • Started by “Signor Felice Bisleri” an Italian
entrepreneur in the year 1965.
• First company to start packaged drinking water in
India. In 1967 Bisleri set up a plant in Mumbai.
• 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’.
• Bisleri was synonymous with branded water
market in early 1990s.

5. • Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.
• In 1995 Ramesh J. Chauhan started expanding
Bisleri operations.
• In 2003 Bisleri announced its venture to Europe.
• After that Ramesh J. Chauhan sold his stake to
Wakharikar & Sons,but all operations are under
Ramesh J.Chauhan.

6. • At present the bottled water industry is estimated at about Rs.
8,000 crores in India.
• The estimated industry size touch the Rs 10,000 crore mark in
the 2012-13 fiscal.
• The industry which is growing at the rate 19% p.a.
• Estimated to grow around Rs. 15,000 crores by 2015
• The global bottled water market, which saw an increase of 40-
45% over the past five years, is currently valued at close to
US$ 85-90 billion (Source: www.economictimes.com)

7. • Coca Cola Kinley
• PepsiCo Aqua Fina
• Manikchand Oxyrich
• Parle Agro Bailley
• Tata’s Himalayan

8. Series 1
40%
35%
30%
25%
20%
15%
10%
5%
0%
Bisleri Coca-Cola's Kinley Aquafina Others

10. Strengths Weakness
• Range of pack sizes. • Transportation costs.
• Strong brand image • Unable to fulfill demand(distribution
• High quality standard channel)
• Keeps updating it’s products. • Reusable bottles
• Wide network of plants almost all over • No continuous innovation in the
India. product
Opportunities Threats
• Global market. • Easy entry
• Parle Exports can also enter the fruit • Families- tap water
juice industry. • Competitors like Aqua fina, Himalaya
• Growing industry Bailley, & Other local & rural products.
• Increasing water pollution • New enters in the market like Amul
• Health consciousness of customer is • If government ban on plastic use then
increasing . company will be in trouble
• Introduction of premium pack

11. • For daily traveling consumption (250ml and 500ml bottles)
• For Long traveling consumption (2, 1.5 & 1 Ltr.)
• For Office, Home, Marriage or Meeting use (5 & 20 Ltr.
Returnable packs)

12. • Comparative Pricing
 Geographical Pricing (Transportation Chugs)
E.g. Gujarat Village Rs. 8.00/- Per Ltr.
Mumbai/Delhi Rs.12.00/- Per Ltr.
• Product Line Pricing
 Image Pricing
Old Pack Rs.7/-Per 500ml
New Pack Rs.10/-Per 500ml

13.  Identifying Segment
 Large shops and Complexes. 40% of the branded water consumption
was in eateries, homes and restaurants.
 Smaller Segment-Introduction of 300 ml cups for marriages and
conventions
 Geographic
 City - Metro cities , Cities with population over 1 million.
 Semi-urban areas - Towns
 Demographic
 Income - Middle , Upper middle and high income group.
 Life style - outdoor & sports oriented

14. • Decided to penetrate every possible market by
introducing more pack sizes with trendy
packaging.
• Launched 1.2 litre pack in 2000 at Rs12 with view
of replacing it’s 1 liter bottel.
• Planned to spent margin resulting out from sale
of its 1.2 liter on advertising and marketing.
• Launched 300ml cup targeted at marriages and
convention

15. Advertising Campaign
• First Ad Campaign
– PLAY SAFE
• Second Ad Campaign
– The Sweet taste of Purity
• Third Ad Campaign
– Bisleri The Mountain Water
• Fourth Ad Campaign
– Bisleri bottle falling from mountain