This document discusses the bottled water industry in India, focusing on Bisleri, a leading bottled water brand. It provides details on Bisleri's history starting in 1965 as the first bottled water company in India. It discusses Bisleri's growth over the decades under owners Parle and Ramesh Chauhan. Key points covered include Bisleri's market share, the size and growth of the Indian bottled water industry, Bisleri's product portfolio and pricing, target markets, and marketing campaigns.

1. SWAPNIL S. PAWAR. DIV-A, ROLL NO-40

2. Water is a key to social equity to environmental
stability and to cultural diversity. Water is also firmly
linked with health. Pure and safe drinking water has
always been a necessity.
Necessities of Packaged Mineral Water
• Quality Water for health conscious people
• Easily Assessable - Improper water supply

3. • Started by “Signor Felice Bisleri” an Italian
entrepreneur in the year 1965.
• First company to start packaged drinking water in
India. In 1967 Bisleri set up a plant in Mumbai.
• Parle bought over Bisleri (India) Ltd. in 1969 and
started bottling water in glass bottles under the
brand name ‘Bisleri’.
• Bisleri was synonymous with branded water
market in early 1990s.

4. Mr. Ramesh J. Chauhan,
Chairman and Managing Director,

5. • Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.
• In 1995 Ramesh J. Chauhan started expanding
Bisleri operations.
• In 2003 Bisleri announced its venture to Europe.
• After that Ramesh J. Chauhan sold his stake to
Wakharikar & Sons,but all operations are under
Ramesh J.Chauhan.

6. • At present the bottled water industry is estimated at about Rs.
8,000 crores in India.
• The estimated industry size touch the Rs 10,000 crore mark in
the 2012-13.
• The industry which is growing at the rate 19% p.a.
• Estimated to grow around Rs. 15,000 crores by 2015
• The global bottled water market, which saw an increase of 40-
45% over the past five years, is currently valued at close to
US$ 85-90 billion (Source: www.economictimes.com)

7. • Coca Cola Kinley
• PepsiCo Aqua Fina
• Manikchand Oxyrich
• Parle Agro Bailley
• Tata’s Himalayan

8. 40%
35%
30%
25%
20%
15%
10%
5%
0%
Series 1
Bisleri Coca-Cola's Kinley Aquafina Others

10. Strengths
• Range of pack sizes.
• Strong brand image
• High quality standard
• Keeps updating it’s products.
• Wide network of plants almost all over
India.
Weakness
• Transportation costs.
• Unable to fulfill demand(distribution
channel)
• Reusable bottles
• No continuous innovation in the product
Opportunities
• Global market.
• Parle Exports can also enter the fruit juice
industry.
• Growing industry
• Increasing water pollution
• Health consciousness of customer is
increasing .
• Introduction of premium pack
Threats
• Easy entry
• Families- tap water
• Competitors like 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

11. • For daily traveling consumption (250ml and 500ml bottles)
• For Long traveling consumption (2, 1.5 & 1 Ltr.)
• For Office, Home, Marriage or Meeting use (5 & 20 Ltr.
Returnable packs)

13. PRODUCT PRICE (RS)
250 ml 6
500 ml 10
1 Litre 15
1.5 Litre 17
2 Litre 22
5 Litre 35 (empty jar deposit Rs. 20)
20 Litre 70(empty jar deposit Rs. 150)

14.  Identifying Segment
 Large shops and Complexes. 40% of the branded water consumption
was in eateries, homes and restaurants.
 Smaller Segment-Introduction of 300 ml cups for marriages and
conventions
 Geographic
 City - Metro cities , Cities with population over 1 million.
 Semi-urban areas - Towns
 Demographic
 Income - Middle , Upper middle and high income group.
 Life style - outdoor & sports oriented

15. • 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.
• Launched 300ml cup targeted at marriages and
convention

16. 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

19. • Bisleri bets big on digital media in marketing
revamp
• Bisleri eyes Rs 1000cr revenue by 2015
• Bisleri set to make a foray into Bangladesh