In this project i have compared two mineral water bottle company's one is Evian from United Kingdom and Bisleri from India where i have compared the marketing strategies of both the companies and a SWOT analysis, porters 5 force analysis and recommendations for both the companies.

1. AMITY UNIVERSITY
Country report on EVIAN in the UNITED KINGDOM vs
BISLERI in INDIA
Submitted to: Submitted by:
Dr. Peter Taylor Siva Prasad Gudla
Himanshu Rastogi
Ajeet Nagpal
Gaurav Chamodi
Priyanka Khanna

2. CONTENTS:
1) COMPANY PROFILE- BISLERI
A. COMPANY’S OVERVIEW,
B. SWOT ANALYSIS,
C. PORTER’S FIVE FORCES
D. RECOMMENDATIONS FOR BISLERI
2) COMPANY PROFILE- EVIAN
E. COMPANY’S OVERVIEW,
F. SWOT ANALYSIS,
G. PORTER’S FIVE FORCES
H. RECOMMENDATIONS FOR EVIAN
3) COMPARISONS OF BOTH THE COMPANIES
I. MARKETING STRATEGIES OF BISLERI
J. MARKETING STRATEGIES OF EVIAN
4) REFERENCES

3. COMPANY PROFILE
Bisleri is a famous Brand of bottled water in India. Bisleri has 60% market share in packaged
drinking water in India. It is available in 7 pack sizes: 250ml bottles, 500ml, 1 litre, 2 litre, 5 litre,
15 litre and 20 litre jars. Its operations run throughout the subcontinent of India and is the leading
bottled water supplying companies in India. As of 19 September 2015, Bisleri has 80 bottling
plants, amongst which 12 are their own and 68 are licensed.
Bisleri is an Italian company started by Signor Felice Bisleri in 1967, by the name of Bisleri
INDIA. It was brought over by Ramesh Chauhan in 1969. Mr Ramesh Chauhan in 1993 recognized
the potential of the packaged drinking water market, he then concentrated on making Bisleri a top
selling brand in India. For over 30 years, BISLERI has been the leader in the bottled water industry
with its innovations, ideas and bestselling concepts. Ever since it was established in 1969,
BISLERI has constantly been the leader in the market.
SWOT ANALYSIS OF BISLERI
STRENGTHS
 MARKETING:-BISLERI is successfully promoting its brands across the country through
television, internet, newspapers and much more.
 QUALITY NORMS:-Each bottle of BISLERI is put through a sever multi stage
purification processes including micron filtration and ionization.
 CUSTOMER FAITH:-A large population trusts the brand as it gives them a good quality
product and fulfils the needs and requirements of different customers accordingly.
WEAKNESS
 LACK IN PRODUCTION PROCESS:- Some of the bottles contained pesticides as there
was no attention given to the production process. Various tests done by the companies
found that there were some kind of insects present in the bisleri containers.
 CUSTOMER DEMAND NOT FULFILLED:-In certain parts of south India big bottles of
BISLERI are in huge demand but the company is not able to meet the demand of the
consumers.

4.  DISTRIBUTION CHANNEL:-THE ‘ROUTESELLING’ policy adopted by BISLERI for
distribution is very expensive than more usually follow method of appointing distributors
in different towns.
OPPORTUNITIES
 BISLERI should make proper utilization of distribution strategy so as to satisfy its
customers.
 EXPANSION IN OTHER COUNTRIES:-The launch of BISLERI in the European market
on 4th September, 2003 has made a lot of scope for BISLERI in this field.
 FAST GROWING SECTOR:-The bottled drinking water market has shown high growth
in the industry, there are a lot of opportunities for bisleri.
THREATS
 ENTRY BY NEW FIRMS: Many new firms are entering the same industry in order to
make profits as bisleri is doing.
 WATER PURIFICATION PROBLEM: BISLERI is also facing tough competition from
water purifier industry as it is getting various complaints regarding the problem mentioned
above.
PORTER'S FIVE FORCES ANALYSIS:
As we can see above that the company is going through various threats instead of being in a good
position and capturing a large market share still it is facing a very tough competition from the
existing competitors as big players like Coke and Pepsi are keen to increase their market share and
both of them being the biggest competitor of each other, there is a hyper competition in the business
sector and a relentless circumstance where any of the organizations can take away the business
sector whenever without being late so as to lead the business sector. Bisleri being in the business
sector of water which an extremely gainful region confronts the new entrant’s danger additionally
as brands prefer Godrej, Tata Tea, Britannia, Atco, DS Foods and so on are turning out with their
own brands and attempting to profit truth be told some of them are even out with their image and

5. wanting to alter and grow it which thus expands the risk to Bisleri with the fear of losing the market
share.
RECOMMENDATION FOR BISLERI
 As bottled water market is a competitive market so the companies need to have good
marketing strategies so that they can attract more potential buyers and convert those
potential buyers into their value added customers.
 As population is increasing day by day, this results in increasing scope of the water bottled
market. So the company need to introduce some trendy bottles or containers so to keep the
customers with themselves.
 The company should no compromise with the purity of water. The company should check
the purification process on regular intervals.
 The containers or the bottles used by the company should be user friendly and environment
friendly, which means that they can be recycled.
COMPANYPROFILE OF EVIAN
Evian is a French brand of mineral water coming from several sources near Évian-les-Bains, on
the south shore of Lake Geneva. Evian evokes a natural and pure emotion. It makes people feel
fresh, clean and pure. Popular culture associated with this brand is nature.
Evian’s packaging is simple and effective. Their bottles are clear with a main colour of pale blue
on the lids and plastic wrapping round the middle. The title name is in red. I think the pale blue is
a very good choice of colour as it symbolizes purity and pure water. Its goes along with the love
of nature and natural vibe Evian give off in Promoting their water. Evian created an image that
their bottle of water was created by nature and that it was pure and natural. Their logo was simple
with their brand name and three small mountains, also symbolizing nature.
The price of Evian’s water i feel is fairly reasonable. A 750ml bottle of Evian costs 85p. A 750ml
bottle of Highland springs costs 70p. This is not a lot of difference, considering Evian comes from
a pure mountain water source in France. Evian is higher priced than some bottled waters like Nestle
Pure Life but not extortionately priced.

6. SWOT Analysis: Evian
STRENGTHS
- Use of up to 50% of recycled pet in its
packaging, which has a lower CFP.
- Light weighting by 40% in PET packaging.
- Use of train transport within EU and by
boat outside the EU.
- Water protection in Evian-Les-Bains
- Third party partner Ramsar.
- CO2 Compensation by reforestation of a
mangrove in Senegal.
- EMS system in plants.
- Environmental claim policy.
- Employee and main stakeholders
involvement through “Purity Training”.
OPPORTUNITIES
- Consumer environmental education: lack
of awareness of sustainable alternatives
continues to be a significant barrier to
purchase.
- Cause-related marketing has potential to
boost sustainable brands.
- Use the power of new media to
communicate sustainability initiatives and
engage with key stakeholders (Belle,
2011).
- Develop a plant bottle like Volvic toreduce
its dependence on PET.
WEAKNESSES
- Grow will come from developed markets
where tap water quality is poor, increasing
the transport footprint.
- EMS only in production sites not in the
whole supply chain.
- European bottle water business remains
weak and accounts for about 60% of the
business.
- Not doing anything in Glass packaging
which accounts for 15% of volume.
- Communication of its sustainable strategy
to green consumers, and social media
management.
THREATS
- Water filters and private label competition
in countries where tap water isn´t clean.
- Increased consumption of tap water.
- Bad image of bottle water, because of its
environmental impacts.
- Water contamination or shortage in Evian-
Les-Bains.

7. Porter 5 Forces Analysis
Threat of entry
Barrier of entry are low such a large number of private mark brands are currently competing on
price with enormous brands. Evian strategy is to attempt and separate itself from private name
brands with amazing water, speaking to a specific ways of life and contributing loads of cash to
keep up its brand awareness.
Threat of substitutes
Tap water and water filters are the primary risk to container water. Tap water is of unique treat in
Europe and North America where tap water is sheltered to drink. A few studies looked at container
versus tap water and reasoned that while some jug waters have preferable quality over tap water,
it is not generally the situation. It turns into a more grounded risk when purchasers and associations
begin advancing tap water, for instance in the video the account of container water by Annie
Leonard where she gives the illustration of Cleveland's tap water which is more secure and cleaner
than Fiji. Evian additionally has different substitutes which incorporate soda pops since it is vieing
for customer offer of throat.
Power of buyers
Mass market retailers and distribution chains, for example, Walmart, Tesco and Carrefour are
looking to work with suppliers that are naturally friendly. Walmart for instance has its own product
sustainability index that uses to think about various items. So there is weight from purchasers to
turn green or else they will quit purchasing. Markets represent more than 33% of jug water deals.
Different purchasers are Evian 's merchants outside the EU, for them Evian speaks to 10% or less
of what they offer, so Evian doesn't have a solid control over them to make them fuse Evian's
supportability methodology.
Power of suppliers
Costs of PET are really volatile, and will tend to rise especially since China, India and Indonesia
are producing clothes with polyester. This affects Evian price structure because when PET price
raises Evian isn´t able to negotiate with suppliers. RPET suppliers are still few, and recollection
rates of PET are still small for example in the UK 39% of the PET used is collected and 17% of

8. the PET recollected in the EU is sent to China, making it difficult to have sufficient recycled PET
to make new bottles.
Competitive Rivalry
Bottle water Industry is an aggressive business sector, with top driving multinationals Pepsico,
Coca-Cola, Nestle and Danone battling for piece of the pie. Despite the fact that there are top
players the business sector is divided, with just 18% of the volume originating from the 10 top
brands. The soda business has moved to an all the more naturally inviting creation so there is a
continuous war between primary delivering organizations to see which has the eco-friendliest
bundling in the business sector, for instance in 2009 Coca-Cola propelled its plant bottle in Dansani
water bottle.
Recommendations for Evian
 Evian is going in the right path but still needs to consider some other factors to be a green
star brand and secure for its future growth. They need to work on engaging more with key
stakeholders through social media and other ways of communication mediums, so they
can act as ambassadors and reduce the bottle water bad press.
 They have to put their sustainable actions in their website so that the green consumers that
are interested can find them easily. They also need to educate consumers, since they are
responsible for the end of life of Evian´s bottles.
 Looking more into the future, and considering that Evian can´t produce elsewhere because
of its origin, and most of the growth is coming from the EU in developing countries where
usually tap water isn´t safe to drink. So, we would suggest them to create Evian water
filters to sell in these developed markets. The filters should have the same kind of rocks
there are in the French Alps and simulate a 15-year filtration so the water taste remains
the same. This eliminates the current problem of transportation and packaging which
contributes the most to Evian´s carbon footprint and can also help if the spring runs out
of water.

9. COMPARISONS OF BOTH THE COMPANIES
MARKETING STRATEGIES OF BISLERI
PRODUCT
BISLERI values their customers and is a leader in the market, so therefore it has developed 8
unique pack sizes to suit the need of an individual. They presently have 250ml cups, 250ml bottles,
500ml, 1L, 1.5L and 2L which are non-returnable packs & 5L, 20L which are returnable packs.
PROMOTION
Bisleri comes up with new attractive advertisements with the help of electronic media to attract
customers. Bisleri sends personalized letters to hotels, gyms, and canteens. All the customers know
about the green van of bisleri. But Bisleri is recognized by the punch line ‘PURE N SAFE’ it
has established itself so well that there is no need of any promotion as whenever a person goes to
buy a bottle of mineral water he says ‘GIVE ME A BISLERI’ rather than “mineral water”.
PRICE
BISLERI had no competition because its price was not very high and it had a monopoly in the
market. Customers could buy bisleri at a comparatively lower price which resulted in buying huge
quantity.
PLACE
BISLERI has a specific channel of distribution which they follow:
 Bottling plant
 Stockist
 Distributors
 Retailers

10. MARKETING STRATEGIES OF EVIAN
MARKETING MIX OF EVIAN
PRODUCT POLICY
Evian is an environment friendly brand which offers a wide variety of bottles for the customers.
Evian aims to develop innovative packaging so as to maintain customer attachment in the luxury
segments. It introduces limited edition bottles every year and some customized bottles to meet the
needs of the different customers.
PRICING POLICY
The pricing strategy of Evian is to increase its profits and make itself a luxury brand. Evian makes
use of price skimming strategy that is to maintain the quality of the product and increase the price
accordingly.
DISTRIBUTION POLICY
Evian is a brand that is sold in all major retail chains, in Casinos, Carrefour, and also in big shot
hotels, fitness centres, restaurants, snack bars and universities. They are also available in internet
sales as they deliver the product at the home of the customer free of cost. They deliver more than
65% of their products through trains. The direct selling helps in establishment of a close link
channel with the clientele to build customer loyalty and earn higher profit.
PROMOTIONAL POLICY
The objective is to promote the brand across the world and make a unique selling brand. It does
Marketing through TV advertisements, YouTube, big billboards in the airports, malls, streets in
order to build brand awareness and to attract the potential buyers in order to increase the purchase.
They created the longest video ever by the participation of people in the “baby dance” spot. The
use of TV advertisements and billboards help to reach a large public and give firsthand knowledge
of the product. The website and online communities make easy the attachment to the brand and
builds strong community sense among customers.

11. REFERENCES:
1. History (no date) Available at: http://www.bisleri.com/about-us/history/ (Accessed: 15
March 2016).
2. Bisleri (no date) Available at: http://www.bisleri.com/our-products/bisleri/ (Accessed: 16
March 2016).
3. Bisleri (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Bisleri (Accessed:
21 March 2016)
4. Marketing and PR: Evian water analysis and SWOT (no date) Available at:
http://tjmarketingpr.blogspot.co.uk/2012/11/evian-water.html (Accessed: 25 March
2016).
5. Summer training reports. Available at:
http://summertrainingreports.blogspot.co.uk/2010/01/bislerimarketing-strategy-of-
mineral.html (Accessed: 26 March 2016).
6. Market position of the mineral water company Bisleri (2015) Available at:
https://www.ukessays.com/essays/marketing/market-position-of-the-mineral-water-
company-bisleri-marketing-essay.php (Accessed: 27 March 2016).