This document discusses the Indian bottled water industry. It provides information on key players in the market such as Bisleri, Kinley, and Aquafina. Bisleri has the largest market share at 38%. The bottled water market in India has grown at a compound annual growth rate of 25% in the last 4 years, the highest in the world. However, per capita consumption of bottled water in India remains low at less than 5 liters per year, compared to the global average of 24 liters. The document then focuses on Bisleri, how it was acquired, its brand portfolio and target market segments. It analyzes Bisleri's performance based on brand relevance, portfolio

1. Vineet Nair – PG 06 37 Romi Patel – PG 06 44
Neel Pandya – PG 06 42

2. • India is the tenth largest bottled water consumer in the world
• The industry’s estimated turnover is more than Rs.18 billion
(Rs.1,800 crores).
• The Indian bottled water market has grown at a compound
annual growth rate (CAGR) of 25 per cent in the last 4 years
- the highest in the world.
• Indian Bottled water industry a PARADISE: The per capita
bottled water consumption in India is still quite low - less
than five litres a year as compared to the global average of 24
litres
Indian Bottled Water Industry

3. Market Share
35%
38%
15%
12%
Bisleri Kinley Aquafina Others

4. Introduction to Bisleri
• Parle acquired Bisleri from an Italian company Felice-Bisleri in
1969.
• The brand portfolio of Parle was bejeweled by Thums-Up, Gold
Spot and Limca.
• To start with the market was a hard nut to crack as it was
marketing something which is colorless, tasteless and odourless.
• The earlier brand building efforts focused on Bisleri being
healthy with adequate minerals.

5. 1st
Campaign of Bisleri
“Bisleri is veri veri
“ extraordinari”

6. Bisleri Brand Portfolio
Bisleri Brand
Portfolio
Bisleri with added
Minerals
Bisleri Mountain
Water

7. Different target segments
Bisleri
Retail
Bulk

8. Market Segments
SEGMENT COMPANY BRAND PACKS PRICE (Rs)
Popular
Parle Bisleri Bisleri
250 ml 3
500 ml 5
1 litre 10
Parle Agro Bailley 330 ml 3.5
500 ml 5
Pepsi Aquafina 750 ml 10
1 litre 11
Coca Cola Kinley 1 litre 10
Bulk Parle Bisleri Bisleri 5 litres 25
Parle Bisleri Bisleri 20 litres 60
Premium Nestle Perrier 330 ml 55
750 ml 90
Danone Evian 1 litre 85

9. Monitoring
Support
Brand Management
Integrated marketing
activities
Portfolio
Brand consistent
Positioning
Value
Relevance
Delivering customer's
desires
Attribute Rating
10
9
8
6
5
7
1
3
2
4
Performance
3
3
4
3
2
4
5
3
2
4
1
2
3
4

10. Improvements Based on BRC
Relevance
• Implementation of product
improvements which come
out of consumer research.
• Try and focus on the new
trends in the industry eg:
Flavored water.
Portfolio
• 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

11. Improvements Based on BRC
Value:
• Consumers looking
for “value for
money”
• Reduction in prices
in the retail market.
Integrated Marketing
communication:
• Creating awareness
for Bisleri Mountain.

12. THANK YOU…