Bisleri was the first company to bottle and sell mineral water in India in the 1960s. Over the decades, Bisleri experienced strong growth and gained over 60% of the market share in bottled water. In the 2000s, large multinational companies like Coke and Pepsi entered the market. Bisleri realized it needed to reposition itself to compete against the new entrants. It launched a new "Play Safe" advertising campaign and changed its bottle color to green to try to attract customers and arrest its declining market share.

1. Reinventing Bisleri By:- Rahul Tiwari Rohit Mishra

2. Genesis The name that epitomizes mineral water today was first introduced in Mumbai in the early 60's. In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of selling bottled water in India. His company Bisleri Ltd. offered mineral water in two variants - bubbly and still. In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass bottles under the brand name 'Bisleri'. In due course Parle switched over to PVC non-returnable bottles and finally advanced to PET containers.

3. Expansion Bisleri has undergone significant expansion in their operations. The company has witnessed an exponential growth with their turnover multiplying more than twenty times in a short span of 10 years. The average growth rate over this period has been around 40% with Bisleri enjoying more than 60% of the market share in the organized mineral water segment.

4. …..Cont The overwhelming popularity of 'Bisleri' and the fact that they were the pioneers of the bottled water industry in India has made them synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri'.

5. Rival’s Arrivals In 2000-01 MNC’s like Coke, Pepsi, Nestle Came into the picture. And Spreaded into Premium & Popular Segment. Premium- Least Crowded. Popular- Most Crowded. Bulk- Bisleri Clean sweep.

6. … .Contd Pepsi & Coke had a leverage of there pre-established distribution network in the color water network segment. Category competition was getting intense where the product differentiation on the basis of quality was becoming increasing difficult .

7. … contd Because every body was claming that its water was safe and pure. Bisleri noticed it and introduced temper proof seal bottles. But soon it realized that only a sealed water bottle is not the guaranty of mass approval. So the strong distribution channel can be the strongest link even in a week chain, which provide the strength to the whole weak chain.

8. Time to Re-Position Bisleri knowing the increasing competition, realized that it had to reposition itself to arrest it decline market share. Earlier image was PURE AND SAFE. Now, they launched PLAY SAFE ad campaign Company try to add a fun element for the rejuvenation for its Bada Bisleri Brand They change there color from blue to green

9. Market Segment 11.00 1 ltr 10.00 750ml Aquafina Pepsi 5.00 500ml 3.50 330ml Bailley Parle Agro 12.00 1.2 ltr 5.00 500ml 3.00 250ml Bisleri Parle Bisleri Popular

10. ….Contd 85.00 1 ltr Evian Danone 90.00 750ml 55.00 330ml Perrier Nestle Premium 60.00 20 ltr Bisleri Parle Bisleri 25.00 5 ltr Bisleri Parle Bisleri Bulk 10.00 1 ltr Kinley Coca-cola

11. Market Share 7 11 Others 9 11 13 Yes 15 4 Aquafina 19 10 Kinley 10 17 23 Bailley 47 51 53 Bisleri June 2001 2001 2000 Brand

12. Thank You