The document summarizes the bottled water industry and company Bisleri. It states that the bottled water industry in India is worth Rs. 2300 crores in 2023 and aims to reach Rs. 5000 crore by 2026. Bisleri is the dominant player in the branded water segment with a vision to be the dominant player in premium beverages. It discusses Bisleri's history, operations, products, positioning and challenges.

1. Marketing
Strategy of
Name - Sristee Rochak
Roll no - 22BC011
Sec -E

2. • Bottled Water Industry consists of both carbonated as well as non-
carbonated water which is sold in bottles or via water dispensers.
• Revenue in the Bottled Water segment amounts to 2300 crores in 2023.
And it’s vision to touch 5000 crore by (FY 2026) .
• The average per capita consumption stands at 19 L in 2023.
• The current market value is INR 160 Bn, expanding at a CAGR of 20.75%
and is expected to reach INR 403.06 Bn by the end of 2023.
ABOUT THE INDUSTRY

3. VALUES
Integrity, Teamwork,
Cooperation,
Quality, Passion,
Openness &
Transparency.
MISSION
World class quality
at lowest production
and distribution
cost.
VISION
Dominant player in
branded water
business, expanding
& leading in
premium beverage
category.

4. ABOUT THE COMPANY
• Italian company made by Signor Felice Bisleri
• First introduced in MUMBAI in glass bottles in two varieties- ‘Still’ and
‘Bubbly’ in 1965
• Taken over by in 1969 and started bottling water in glass
bottles
• The company later switched to PVC bottles that were non-returnable
and now the bottles are available in pet containers that can be taken
away by the consumers.
• In 2003, Bisleri announced its venture in Europe
• ‘Bottles for change’- an initiative by bisleri, focuses to create awareness
about waste segregation, recycling plastic bottles for cleaner
environment.
POWERED BY
135 PLANTS,
3000
DISTRIBUTORS
&
5000
DISTRIBUTION
TRUCKS
ACROSS INDIA

5. OPERATION OF BISLERI
• The Bisleri bottled water range comprises of:-
 250 ml
 300 ml
 500 ml
 1 ltr
 2 ltr
 5 ltr
 20 ltr
• 250 ml and 300 ml bottles though in very limited numbers for now
• 20-litre jar comprises about 40 per cent of overall Bisleri sales, the one-litre bottles account for
experiment 25 per cent brand sales.
• Bisleri bottles have 80-120 TDS.
• The main source of water is bore-well.

6. PRODUCT DIVERSIFICATION
MINERAL WATER
SODA
FONZO
LIMONATA VEDICA SPYICI
URZAA
PINACOLADA

7. Growth of Bisleri in India
2300 crores in 2023

8. • AQUAFINA
• KINLEY
• BAILEY
• QUA
• KINGFISHER
• CATCH
• HIMALAYA

9. Geographic
1) City Size: Mostly
Major Cities & Sub
Metros
• 2) Climate: Hot &
Humid
Demographic
1) Family Size:
Mostly individuals
and families
2) Corporates
Psychographic
1) Lifestyle: Travel
Freak
2) Personality: Health
Conscious
SEGMENTATION

10. TARGETING
Social Class
•Upper Class
•Upper Middle
Class
•Middle Class
Age Groups
•Kids
•Youth
•Middle aged
•Aged people
Geographic
•All Indian
States

11. This Photo by Unknown
Author is licensed under CC
BY-NC-ND
POSITIONING
Purity and health

12. The main product in which bisleri deals is Mineral water.
Other products include:
Soda, Energy drink, flavoured drinks ,Non consumable products
Prices vary as per city, location and quantity. To cater to the
middle class section of the society and for maximum volume
sales, Price is kept nominal. Ranging from – Rs.6 to Rs.80
Maximum reach is attained at national level (Restaurants &
hotels, Large shops & commercial complexes, Homes, Local
kirana shops)
4P’s
PRODUCT
PROMOTION
Personal selling, Specific advertising, Public relations and sales
promotion.
PRICE
PLACE

13. SWOT analysis
STRENGTHS
• Brand name
• Quality standards
• Innovation
• Market share
• Famous as pure & safe
WEAKNESSES
• Age old of Distribution
methods
• Reuse of bottles by locals
• Faults in production
OPPORTUNITIES
• Expansion
• Expected growth rate
• Change of image
• Premium segment
THREATS
• New players eyeing the market
• Localised player
• RO and filters
• Competition from Rival brands
such as Pepsi’s Aquafina & Coca
Cola’s Kinley
• Illegal manufacturers

14. Production process of Bisleri
• Disinfection of bore well water (saline water)
• Multistep filtering process - Chlorination
- Arkal Filter
- Carbon Filter
- Reverse Osmosis
- Addition of minerals
- Micron filtration
- Ozonation
• Blowing of bottles (using preform)
• Filling up of bottles
• Laboratory Testing
• Capping
• Labelling
• Quality Check

15. Challenges Faced by Bisleri
 A number of companies selling fake branded bottled water have
cropped up
 No quality and hygiene standards maintained by these
companies leading to health issues among consumers. Outcome
of that is consumers lose faith in bottled water thus, affecting
the overall sales.
 Nearly 67% of the population resides in rural areas. However,
the rate of penetration of bottled water Is significantly low in
these regions. Hinders, the market growth in India