The document discusses Bisleri, an Indian mineral water company. It provides background on Bisleri's history and operations in India. To avoid stock outs of Bisleri water in Mumbai, the group recommends increasing distribution, improving retailer margins, targeting new segments, and regular advertising to maintain brand recall. The mineral water market in India is growing rapidly and Bisleri aims to strengthen its leading position through expanding production and distribution.

1. GROUP MEMBERS
NAME ROLL NO
AVINASH G JANWALKAR 01
PRASHANT SURVE 57
AMIT SINGH
SACHIN APRAJ
AMAR KADAM

2. OBJECT OF THE CASE STUDY
HOW WILL YOU AVOID STOCK OUT FOR BISLERI
IN MUMBAI RETAIL SEGMENT

3. Bisleri Profile
• A Italian origin company by Signor Felice who first
bought the idea of selling bottle water in india.
• Mineral water under the name Bisleri was first
introduced in Mumbai in glass bottles in two varieties –
bubbly & still in 1965.
• Parle bought over Bisleri in India In 1969.
• Currently 54 bottling plants , 9 plants are company
owned & rest are franchisee or contract packers.
• Company put through multiple stages of purification,
ozonised & finally packed for consumption.
• Company commitment to offer every Indian pure &

4. • 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
Promotion

5. • Where is the Product in the
Customer’s Mind
Bisleri
Aquafina
Kinley
Brain Cells
Oxyrich
Himalaya
Brilliant
Best
Mineral
Water
BISLERI
Positioning

6. AVAILIBILITY EVERYWHERE
• Availibility of the product brand on main core part of
the city
where it is easy visibility.
• Staying visible in the market makes to know the
every change an happening .
• Every brand needs a good advertising campaign to
establish
itself in the market .
• Most of the retailers usually keep highly advertised
brands.
• Considerable number of retailers who said higher
margins
was also one of the deciding factors for selling a
particular brand.
• Two Basic questions to take in mind which brands

7. AVAILIBILITY EVERYWHERE
• Sampling to be done in geographical as well as
individual.
• Target the youth market specially developing
market,trendy
packs to attract more and more customers.
• Every Interface with the consumer is being used as
an opportunity to reinforce the message.
• Market is too congested and confused in the mumbai
end customers & its region, so the company should
properly
promote & strengthen the distribution channel to
survive the competition.
• Every distribution vehicle used for supply been
painted in bright blue as bisleri bottles have,bear
the bisleri logo and sport catchy baselines like “play
safe”.
• More focus on AVAILIBILITY & DISTRIBUTION OF

8. Price
• Comparitive Pricing
– Geographical Pricing (Transportation
Chugs)
E.g. Gujarat Village Rs.5/- Per Ltr.
Mumbai Rs.12/- Per Ltr.
• Product Line Pricing
– Image Pricing
Old Pack Rs.5/-Per 500ml
New Pack Rs.9/-Per 500ml

9. Place
• Intensive Distribution
– Increasing bottling units
– A fleet of vehicles route properly on
strictly logistics regulated base
– Maximum retail outlets , each & every
regions of Mumbai
– Every Railway stop have the outlet for
bisleri

10. THE MAJOR PLAYERS IN PACKAGED
WATER INDUSTRY
– Parle's Bisleri
– Coca Cola Kinley
– PepsiCo Aqua Fina
– Manikchand Oxyrich
– Parle Agro Bailley

11. Major Players Market Share in India
2009

12. SCOPE & RELEVANCE
Relevance
• Implementation of product
improvements which come out of
consumer research.
• Try and focus on the new trends
in the industry .
• eg: Flavored water
Scope
• 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.
• plans to increase its product
portfolio in the water and
beverages segment.

13. Strengths
• Bisleri is the synonymous with branded
water
• Bisleri is the pioneer in the market
• Major market share
• Generic name for packaged drinking water
• 40 years old brand so name itself is TRUST
• Focus on safety n PURITY
Weakness
• No continuous innovation in the product
• Not able to penetrate on premium segment
• Not more focus on advertisement
Opportunities
• Can enter in the market of juices &
beverages
• Can enter in the market of water purifier
• Can tab the maximum rural market of the
country
• Tie-up with railway canteen,resorts & stalls
Threats
• From the players like Kinley, Aqua fina,
Himalaya Bailley, & Other local & rural
products
• New enters in the market like Amul
• If government ban on plastic use, then
company will be in trouble

14. DESIGNED TRADITIONAL
SYSTEM
• We at Bisleri value our customers & therefore have developed 8 unique pack
sizes to suit.
• According to the need of every individual. We are present in 250ml cups , 250ml
bottles, 500ml, 1L, 1.5L,2L which are the non-returnable packs & 5L, 20L which are
the returnable packs.
• Something refreshingly new, bisleri have introduced Bisleri Natural Mountain
Water – water brought to you from the foothills of the mountains situated in
Himachal Pradesh. Hence our product range now comprises of two variants : Bisleri
with added minerals & Bisleri Mountain Water.
• Treat your family to pure Bisleri, in economical, tamper-proof 20L packs:
• Insist on using Bisleri with the 'specially-developed faucet'. The new
faucet ensures that Bisleri is dispensed directly from the jar, leaving no
chance for contamination. Also avoid using hot and cold machines or any
dispensers, since they could be a source of contamination.

15. PROFESSIONALLY OUTLOOK
BY DOING GAP ANALYSIS
•To provide the highest quality product, keeping in mind all aspects including
freshness, purity and safety, and making it easily available to the consumer at
a very affordable price.
•To achieve international standards of excellence in all aspects of energy and
diversified business with focus on consumer delight through value and
services of product and cost reduction.
•Bisleri is perhaps already ten steps ahead of its competitors and will
endeavor to widen its gap in the times to come.
• Bisleri's brand positioning stresses on pure, clean and safe drinking water.
•To attain leadership in developing, adopting and assimilating state or art
technology for competitive advantage.
•To provide better quality of product and services through sustained market
research and product development.
•To foster a culture of participation and innovation for employee growth and
contribution.
•To cultivate high standards of business ethics, and total quality management
• preserve ecological balance and heritage through a strong environment
conscience.

16. THE METHODOLOGY
• Segmentation, targeting and positioning is very
important
• Distribution network plays a very important role
• Packaging and pricing play an important role in
brand building and brand recalling
• Innovation is the key for success of a firm so it is
important to change with time
• Advertisements help in promotion of the brand
• Customer is the king.

17. THE
METHODOLOGY
A range of products
that suits all the
occasions
– For daily traveling consumption (250ml cups,
250ml & 500ml bottles)
– For Long traveling consumption (2, 1.5 & 1 Ltr.)
– For Office, Home, Marriage or Meeting use (5 &
20 Ltr. Returnable packs)

18. Targeting
• Targets middle segment people
• Price of the Bottle is such that can be
affordable to the all segments
• Company planning to target more
towards lower segment

19. • The observation shows that most of the population in Mumbai &
its region agree that people are getting Health Conscious now-a-
days.
• PREFERENCE MORE FOR MINERAL/PACKAGED WATER OVER
NORMAL WATER BECAUSE OF HYGIENE.
• According to survey, 35% of retailer go in for advertised products
and nonadvertised products .
OBSERVATION

20. Recommendation– Keep Innovating at regular interval, Brand image in the
market.
– BRAND IS ALWAYS THE SAME AS B-RAND YOU HAVE TO
INNOVATE IN THIS OTHERWISE YOU FAIL.
– Increase the margin offered to retailers,good
schemes should be given.
– Improve penetration in the market which includes
rural market.
– The market is too congested and confused in the Mumbai
region, so the company should properly promote & strengthen
the distribution channel to survive the competition.
– Advertise regularly to maintain top of mind recall
– Improve ties up resorts hospitals,bar&restaurant.
– Introduce sparkling water to cater to niche category
& obtain more shelf space
– Keep tab for duplication

21. FINAL BUSINESS PLAN
• The market size is further projected to increase to
265 million cases by the year 2014-15 this works out
of a projected growth rate of nearly 11% a year.
• Some of the future plans to maintain the top spot
that Bisleri commands in the Indian market are:
• New pack sizes in bottles and cups Increase the
distribution network with an investment of over 200
crores .
• The demand has been further fueled due to
increasing income and changing lifestyle of the urban
middle and upper classes of the population due to
globalization.
• To enhance capital and fixed assets of the group to

22. FINAL BUSINESS PLAN
• We can divide the entire market into two segments:
Retail consumption market Household & Institutional
consumption market.
• It is also triggered by advertising and wide —spread
distribution of the product.

23. CONCLUSION
• After analysis of the data & facts we have collected from
consumer & the retailers & matching them with the
objectives one can say that there is very good future for
mineral water market.
• According to survey, 35% of retailer go in for advertised
products.
• BRAND MOSTLY SOLD .
• Regarding the growth and future prospect of the mineral
water market nearly all of the retailers were optimistic
and ranked it as a very rapidly growing excellent market.