Bisleri's IT strategy

1. BISLERI – “THE SWEET TASTE OF PURITY”
Prepared By:
Chandani Ganganiya: 13030241150
Mili Shah: 13030241157
Milin Kapoor: 13030241158
Siddharth Khurana: 13030241180
Shantanu Rai: 13030241177

2. INTRODUCTION
 Bottled water industry
 $ 1.5 Billion current estimation (CAGR)
 The competition and increasing demand
 Major players in Indian market
 History: Journey until now
 Evolution: BISLERI as a Brand
 Still Leading Indian Market
 Successfully following their Mission
You just have to do a good job, a better job than the others, and automatically
you will rise above the rest and become the best

3. PRESENT SITUATION
 Currently BISLERI is trying to maintain its hold with 40% market share. BISLERI has tough competition from
their competitors. Their competition comes across with Aquafina and Kinley.
 BISLERI brought up the 20 L bulk water packs to target institutional organizations and home segment
 BISLERI still manages to be the leader by a long margin in a market where beverage powerful brands like
Coca-Cola (with Kinley) and Pepsi (with Aquafina) have been flexing their strengths
 In the bottled water segment, BISLERI has a dominant market share of close to 40 per cent. Comparing this
with Kinley, this holds nearly 10 per cent, or Aquafina, which has close to 15 per cent

4. COMPETITIVE STRATEGY
 The competitive strategy used by BISLERI was product differentiation.
 BISLERI further decided to penetrate every possible segment of the market by initiating more pack sizes
and to establish the brand strongly with trendy packaging.
 BISLERI further launched smaller packs like the 300 ml cup. This 300 ml cup was targeted especially at large
gatherings like marriages and conventions.
 BISLERI launched its Play Safe advertisement campaign. This advertising campaign saw a change in
positioning from "pure and safe" to "play safe."
 BISLERI had brought up packaging as a technique to differentiate their products, for that it had introduced
a tamper proof seal in the 500 ml bottle.

5. VALUE PROPOSITION
To provide the highest quality product, keeping in mind all aspect including freshness purity and safety and
also making it easy available to the consumer at very affordable price
Customers
Target audience and main customers: Individual
buyers, Health and hygiene conscious people.
The customers are accessed through the various
advertising campaigns, like “play safe “targeted their
customers and made BISLERI as a hygienic purified
water brand
Product
Developed 8 unique pack sizes to suit the need of
every customer or individual
Presently have 250ml cups, 250ml bottles, 500ml, 1L,
1.5L and 2L, which are the non-returnable packs and
5L, 10L, 20L that are the returnable packs.
Price
Price is directly related to:
Demand
Competition
Break-even Point
BISLERI had no competition, so the price of BISLERI
was high, gradually the promoters dropped the price
To make quality and the purification processes of water as their unique selling proposition (USP)

6. POSITIONING OF BISLERI
 Variety Based Positioning
 Niche form of positioning
 Only Distilled Packaged Water and Plain Soda
 Health Conscious Consumers not having liking for flavor
 Need Based Positioning
 How thirsty are you?
 A range of products that suits all the occasions
 BISLERI Mountain Water - 250ml, 500ml, 1L, 2L, 5lL, 10L and 20L in returnable and non returnable
packs
 BISLERI Vedica (launched in 2010 as Premium brand) - 1L, 500ml and 250ml
 for office, home, marriage or meeting, long travelling consumption and daily consumption

7. POSITIONING OF BISLERI
 Need Based Positioning
 Bisleri Target Segment
 Retail
 Bulk
 Access Based Positioning
 Geographic
 City Size: Mostly Major Cities & Sub Metros
 Climate: Hot & Humid
 Cities with population over 1 million
 Diversity in Channels (Reach Based):
 Manufacturer – Distributor – Retailer
 Franchisee
 Direct selling to end customer – office/home delivery

8. TRADE OFFS BY BISLERI
 BISLERI, never entered flavored water industry, although being into packaged water industry to avoid
inconsistencies in image and reputation
 Unlike, its two major rivals and also providing fizzy soda, BISLERI never entered Indian Cola market to avoid
the risk of confusion
 In its distributive channel, BISLERI does not offer any incentive to salesman of the distributors, as there is
no target fixed for the salesman and the entire distribution works on general market demand, that is on
Pull strategy
 Scenario would have been completely different if Parle had not sold Gold-spot, Limca and mainly Thumps
Up to Coca-Cola in 1993

9. ACTIVITY MAP OF BISLERI

10. FIVE FORCES
Our biggest competition, is our own incompetence
– Ramesh Chauhan (Chairman – BISLERI International Pvt.
Ltd.)
Who's eating BISLERI’s cheese?
 Five forces include:
 Possible new entrants: Entry Barriers
 Suppliers power
 Buyer’s Power
 Substitutes
 Rivals

11. RIVALS AND SUBSTITUTES
List of Rivals
The main rivals of BISLERI (Parle) with 36% market share
are :
• Kinley (Coca-Cola) with 25%
• Aquafina (Pepsi Co) with 15%
• Other brand such as: Himalayan water, Parle-Agro
Bailley, Oxyrich (Manikchand), Rail- Neer and
Kingfisher Premium (United Breweries)with 24%
market share
Market Share as per year 2013
Kinley (Coca-Cola) Bisleri (Parle)
List of Substitutes
The list of possible substitutes are as follows:
• Normal water, Tap water, Filtered water, spring
water (originates from aquifer), carbonated water
• Water Purifier such as Aqua-guard and Reverse
Osmosis machine, Eureka Forbes
• Beverages like Soda water, Fresh Lime Water, Soft
Drinks, Fruit Juice, Health Drinks, Flavored Milk,
Indian Drinks – Lassi, Butter milk, yogurt etc.

12. SWOT ANALYSIS

13. CONCLUSION
 BISLERI has become the perfect synonym of mineral water in the minds of the Indian customers
 The distribution channel and marketing strategy of BISLERI is by far the best in the industry
 The reason why BISLERI has done so well in the Indian market is because of its availability
 BISLERI was in trouble because of its production related techniques
 BISLERI has a lot of opportunities which can be exploited in the future and will give BISLERI huge profits

14. THANK YOU