This document discusses Bisleri, an Italian-founded Indian mineral water company. It was established in 1967 in Mumbai by Felice Bisleri. In the early 1990s, Bisleri dominated the branded water market in India but later lost market share to international brands like Kinley and Aquafina entering the market. The document covers Bisleri's market segmentation, products and pricing, distribution channels, marketing strategies, positioning, and SWOT analysis. It provides an overview of Bisleri's history and business in India.

2. Introduction
Founder Felice Bisleri
An Italian entrepreneur
In 1967 Bisleri set up a plant in Mumbai
1969 Bisleri Bisleri Ltd
Bisleri was synonymous with branded water
market in early 1990s.
 later 1990s many international barnds were
planning to enter in mineral water market.
Founder Felice Bisleri
An Italian entrepreneur
In 1967 Bisleri set up a plant in Mumbai
1969 Bisleri Bisleri Ltd
Bisleri was synonymous with branded water
market in early 1990s.
 later 1990s many international barnds were
planning to enter in mineral water market.

3. Market segmentation
Geographic
• City - Metro cities , Cities with population
over 1 million.
• Semi-urban areas - Towns
Demographic
• Income - Middle , Upper middle and high
income group.
• Education - Literate.
Geographic
• City - Metro cities , Cities with population
over 1 million.
• Semi-urban areas - Towns
Demographic
• Income - Middle , Upper middle and high
income group.
• Education - Literate.

4. Cont…
Psychographic
• Social class - middle ,upper class , upper
upper class
• Life style - outdoor & sports oriented.
Behavioral
• Occasions - Parties , meetings and travelling
• Benefits - safe & scure.
• User status - Regular user & potential user
Psychographic
• Social class - middle ,upper class , upper
upper class
• Life style - outdoor & sports oriented.
Behavioral
• Occasions - Parties , meetings and travelling
• Benefits - safe & scure.
• User status - Regular user & potential user

5. 4 P’s of Bisleri
Product & price
Segment Price
Popular
• Bisleri 250ml 3.00
• Bisleri 500ml 5.00
• Bisleri 1.2 liters 12.00
Bulk
• Bisleri 5 liters 25.00
• Bisleri 20 liters 60.00
Product & price
Segment Price
Popular
• Bisleri 250ml 3.00
• Bisleri 500ml 5.00
• Bisleri 1.2 liters 12.00
Bulk
• Bisleri 5 liters 25.00
• Bisleri 20 liters 60.00

6. Cont…
Place
• Restaurants & hotels
• Large shops & commercial complexes
• Homes
Promotion
• Temper proof seal
• Trendy packaging
• Launch new ad campaign “play Safe”
Place
• Restaurants & hotels
• Large shops & commercial complexes
• Homes
Promotion
• Temper proof seal
• Trendy packaging
• Launch new ad campaign “play Safe”

7. Market share
In 1971 market share was 70%.
In 2000 market share came down to 53% due
to entry of kinley and Aquafina.
In june 2001 the market share again reduce to
47%.
In june 2001 Bailley , kinley & Aquafina market
share was 10% , 19% ,15%.
Total market of mineral was Rs 10 billion in
2001.
In 1971 market share was 70%.
In 2000 market share came down to 53% due
to entry of kinley and Aquafina.
In june 2001 the market share again reduce to
47%.
In june 2001 Bailley , kinley & Aquafina market
share was 10% , 19% ,15%.
Total market of mineral was Rs 10 billion in
2001.

8. Marketing strategy
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.
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.

9. Cont…
Launched 300ml cup targeted at marriages
and convention
Introduced hexagonal flat-sleeved bottle.
Launched 300ml cup targeted at marriages
and convention
Introduced hexagonal flat-sleeved bottle.

10. 4 Pillars
Target market-
• Restaurants & hotels
• Large shops & commercial complexes
• Homes
Customer need-
• Pure & safe water
• Easy to carry
Target market-
• Restaurants & hotels
• Large shops & commercial complexes
• Homes
Customer need-
• Pure & safe water
• Easy to carry

11. Cont…
Integrated market-
• Trendy packaging
• ad campaign
Profitability
• Launched 1.2 litre pack
• Making bisleri 10 billion brand
Integrated market-
• Trendy packaging
• ad campaign
Profitability
• Launched 1.2 litre pack
• Making bisleri 10 billion brand

12. Consumer buying behavior
Culture
• Broadness and openness
• Social class
Social
• Status
• Reference group
Culture
• Broadness and openness
• Social class
Social
• Status
• Reference group

13. Cont…
Person
• Life style
• Economic circumstances
• Occupation
Psychological
• Perception
• Belief
Person
• Life style
• Economic circumstances
• Occupation
Psychological
• Perception
• Belief

14. Positioning
Bislere position their product on the purity
platform
Launch an ad campaign “Pure And Safe”
Sept 2000 shift in positioning from “Pure and
safe to “Play safe”
People consume mineral water not for
mineral but for safety said by chauhan.
Bislere position their product on the purity
platform
Launch an ad campaign “Pure And Safe”
Sept 2000 shift in positioning from “Pure and
safe to “Play safe”
People consume mineral water not for
mineral but for safety said by chauhan.

15. Perceptual Map
0
bisleri 15
IrregularIrregular
regularregular
economiceconomic expensiveexpensive
Bisleri- 250ml, 500ml, 1.2lt
Bisleri- 5lt & 20lt

16. SWOT analysis
STRENGTHS
• Market leader.
• Bulk market.
WEAKNESSES
• Distribution channels.
• Decrease in market share.
STRENGTHS
• Market leader.
• Bulk market.
WEAKNESSES
• Distribution channels.
• Decrease in market share.

17. Cont…
OPPURTUNITIES
• By 2003 water market would grow at the cost
of soft drink market.
THREATS
• Increasing market share of Kinley and
Aquafina.
OPPURTUNITIES
• By 2003 water market would grow at the cost
of soft drink market.
THREATS
• Increasing market share of Kinley and
Aquafina.