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BISLERI MARKETS-BY NAVIN MAHTO
Bisleri is an Italian-founded Indian mineral water company with 60% of the packaged water market in India. It sources its mountain water from natural springs located in the Himalayan and Shivalik mountain ranges. In addition to its core mineral water, Bisleri offers mountain water and recently launched a fizzy soda water. While Kinley, Aquafina, and local brands comprise the remaining 40% of the market, Bisleri has established itself as the leading water brand through innovative products and a focus on advertising and hygiene.
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- 2. ABOUT: • Bisleri wasoriginally an Italian company created by Felice Bisleri, who first brought the idea of selling bottled water in India. • Parle bought over Bisleri (India) Ltd. in 1969 and started bottling water in glass bottles under the brand name (Bisleri) • Bisleri has 60% market share in packaged water in India. • It was launched in Mumbai in 1965. • Product range comprises of two variants : Bisleri with added minerals & Bisleri Mountain Water. • It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre.
- 3. BRANDS: MOUNTAIN WATER: • Bislerimountain water emanates from a natural string, located in Uttaranchal and Himachal nestled in vest Shivalik Mountain ranges. MINERAL WATER: • Bisleri mineral water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential for healthy living.
- 4. FIZZY SODA • Itis the most recent product of bisleri. • Fizzy soda is carbonated water and comes under Soft water segment BISLERI VEDICA • Mountain water from the natural Himalayas.
- 5. COMPETITORS KINLEY • Kinley isa product of coca – cola AQUAFINA • Aquafina is a product of PepsiCo pvt Ltd. HIMALAYAN WATER • Himalayan water is a product of tata group.
- 6. BISLERI MARKET % SHAREOF MARKET KINLEY 10% AQUAFINA 14% LOCAL BRAND 16% BISLERI KINLEY AQUAFINA LOCAL BRAND BISLERI 60%
- 7. Packaging • • • • • • 500 ml 1 litre 1.2litre 2 litre 5 litre 20 litre jars Distribution • Bisleri has around 80,000 retail outlets in the country with about 12,000 each in the Delhi and Mumbai.
- 8. CASE ANALYSIS: • Bislerihas become a perfect synonym of the mineral water for the Indian consumers. • It is successful for creating brand image. • It has been acquiring its leadership due to its innovation in its product. • It has its general focus on advertisement. • As in todays world people focus on hygine factor • Bisleri has proved customers that they are fully hygine oriented and they provide clean drinking water.
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