I, student of BMM Rizvi College. i have made a project on product - parle bisleri. It includes the original company information and information about a whole new brand for the same product - bottled mineral water.

1. PRINCIPLES OF MARKETING
PROJECT:
PRODUCT - PARLE BISLERI
SUBMISSION DATE: 6TH FEBRUARY 2013
PRESENTED BY:
KANIKA SAXENA - 15
HAZIM CHILMAI - 12
ASSIGNED BY:
PROF. SAMEER CHARANIA

2. PARLE BISLERI
INTRODUCTION OF THE COMPANY
Parle group was founded in 1929 in british india. It was owned by the chauhan family of Vile
Parle, mumbai. The parle brand became well known in india following the success of products.
Then slowly the original parle company was split into three separate companies owned by
Chauhan family.
1. Parle Products led by Vijay, Sharad and Anup Chauhan (owner of confectionary brands)
2. Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owners of
Frooti and Appy)
3. Parle Bisleri led by Ramesh Chauhan
And then all the three companies continue to use the family trademark name "PARLE"
INTRODUCTION OF THE BRAND
Category: Bottled Mineral Water (FMCG)
Market Share: 60% (2012-13)
Major Competitors: Aquafina and Kinley

3. The founder of brand Bisleri is FELICE BISLERI, an Italian Businessman and a pioneer in
making water a sellable product at global level. Ramesh chauhan bought Bisleri in 1969. He is
the vintage boss of the 250 crore Parle Bisleri limited. The brand has some 18 manufacturing
locations spread across the country. The mainstream competition is in the form of coca cola
India, Kinley and Aquafina from Pepsi foods and Nestle India pure. Bisleri continues to lead in
the Rs. 700-1,000 crore organized, packaged water market with an estimated 40 per cent market
share, followed by Kinley at 28 per cent and Aquafina with an 11 per cent.
In the early 1990s, Parle Bisleri Ltd's (Parle Bisleri's) Bisleri had become synonymous with
branded water and had a market share of 70%. In the late 1990s, Bisleri's market share began to
erode with new competitors entering the market. The new brands also positioned their products
on the purity platform and Bisleri felt the need to differentiate itself from the crowd.
EXISTING 4P'S OF MARKETING
1. PRODUCT
 For daily traveling consumption 250ml cups, 250ml and 500ml bottles.
 For long traveling consumption 2ltr, 1.5ltr and 1ltr.
 For office, home, marriage or meeting use 5ltr and 20ltr.
 Returnable packs.

4. 2. PRICE
*The break-up of selling price for 500ml is given below as sample of costing.
Cap cost Rs. 0.25
Bottle cost Rs. 1.5 - Rs. 2.5
Treatment cost Rs. 0.1 - Rs. 0.25
Label cost Rs. 1.5 - Rs. 0.25
Carton cost Rs. 0.50
Transportation cost Rs. 1 - Rs. 0.25
Others Rs. 0.50
Total cost (excluding labor, marketing and Rs. 2.85 - Rs. 4.25
tax)
Selling cost Rs. 10 - Rs. 12
The 500ml bottle is priced at Rs 12, the 1-litre bottle is priced at Rs. 15, the 2-litre bottle is
priced at Rs 24 , the 5-litre pack at Rs 45 and the 20-litre pack at 90
3. PLACE
• In 1998, Bisleri's market share came down to 60%, while Parle Agro's Bailley had 20%
• The remaining 20% was shared by regional players
In 1998, the branded mineral water market had grown to a 424 million litre business, valued at
Rs 4 billion
• In contrast, Bisleri had only 15 bottling plants and three franchisees
• Kinley had 500,000 outlets compared to Bisleri's 350,000
• Company put through multiple stages of purification, ozonised and finally packed for
consumption.

5. DISTRIBUTION CHANNEL
Parle has its own marketing branches across India mainly in metro cities and tyre-2 cities
(satellite cities). In the tyre-3 cities and small districts, the product reaches through distributors.
To ensure timely supply, Bisleri has its own manufacturing plants in all metro cities and tyre-2
cities while, for tyre-3 and small districts Bisleri has contract manufacturers strategically located
in the tyre-3 cities majorly in the outskirts.
For the transportation of water to the distributors, direct customers, and consumers Bisleri uses
its own fleet of trucks in metro and tyre-2 cities. While, for transporting the water in tyre-3 cities
and small districts, the distributor uses his own fleet of tempos/small autorickshaws.
4. PROMOTION
Advertising Strategy:
1. Bisleri has a very unique concept of selling potable water using "safe water". Therefore, all
its Ads have a theme with the message of "safe water".
2. The Bisleri every year enhances its Ad Campaign from the month of January as more than half
of India gets relief from Winters by mid February/early March and it is seen that the impact of
Ad Campaign takes about 45-60days on the volumes in the summer seasons.

6. Advertising Campaigns:
(a) First Ad Campaign- PLAY SAFE
(b) Second Ad Campaign- TAMPER PROOF PACKAGING
(c) Third Ad Campaign- THE SWEET TASTE OF PURITY
(d) Fourth Ad Campaign- BISLERI THE MOUNTAIN WATER
(e) Fifth Ad Campaign- BISLERI BOTTLE FALLING FROM MOUNTAIN
(f) Sixth Ad Campaign- STAY PROTECTED
(g) Forthcoming Ad Campaign for summer 2013- KISS TO DRINK

7. Sales Strategy:
1. Geographical area of a city are strategically divided in such a way that, a truck at the speed of
8-10km/hr can reach the territory within two hours after leaving the depot at 6am in the morning.
2. The customers who help Bisleri brand to remain in focus and where the distributor is not
appointed are supplied by the company directly such as Hotel Taj, J.W.Marriot, Hotel Park,
Hotel Sheraton,CCDs, Barista etc. and locations like south mumbai, south extension in Delhi,
Annanagar and Rajajisalai in Chennai etc.
3. The territories handled by distributors are not supplied by the company directly. Any inquiry
received by the company directly are handed over to the respective distributor.
4. Prices for locations where brand comes in focus are very minimal so that maximum number of
such point of sales can be occupied by the Bisleri.
5. Based on Vigorous and Regular survey of the market in order to ensure the supply of targeted
volumes discount on pricing to the distributor varies.
Sales management:
The distributor employs their own salesmen. The salesmen are divided among the territories
defined by the distributor. The distributor has 5 routes. Out of the 5 routes, one is the main route
and the other four are sub routes. The salesmen are divided amongst these routes. This helps in
avoiding horizontal conflict and leads to better focus and evaluation of sales performance of the
salesmen. The company sales person makes a visit once every month. Rest of the month every
communication regarding stock replenishment ,etc. takes place over phone. The person of the
company whom the distributors communicate with is the Sales Executive. At times the company
deploys its own men to do the distribution job for the Distributor also

8. TARGET SEGMENTATION
• The market was segmented into premium, popular and bulk
• They changed their segments as per market situation keeping the old intact
• They changed strategy and grew market share in Bulk segment
• Every new entrant in the mineral water market adopted the purity, so shift necessited
• The ad campaign of play safe saw a shift in positioning from "pure and safe" to "play
safe"
SWOT ANALYSIS
STRENGTH WEAKNESS
1. Sourced from India 1. Prices mid ranged
2. Top of mind brand 2. Out of reach for the deep suburban people
3. Easily available and villagers
4. Generic name 3. Continuous increase in price
OPPORTUNITY THREATS
1. specific product can be launched for deep 1. Competitor bottled water have 40% market
suburban people and villagers. share
2. SKU can be soft packaging to keep price 2. New Flavored Water brands introduced in
under control for known brand focus market
territories. 3. Brand like Himalayan, Avian have snatched
3. 100ml variant also can be launched to cater part of premium segment in 5 and 7 Star
for daily commuters and low cost segments. Hotels.

10. JEEVAN DHARA
TARGET SEGMENT:-
Habitants of
1. Slums
2. Deep suburbs
3. Villages
4. BMC Schools
5. BMC Hospitals
Reason For Selecting The Target Segment:
(a) People under poverty-line mostly consume tanker water/well water which has many
contaminations and poisonous minerals/ bacteria causing frequent and severe abdomen diseases.
(b) These people cannot afford potable water because high pricing.
(c) These people spend lot of earning on treatment/medicine
(d) Someone of them cannot even afford medical treatment and loose life.

12. 4P'S OF MARKETING:-
1. PRODUCT:
The features of the product are as follows
(a) Low Price
(b) Conveniently Available
(c) Hygienic
(d) No Adulteration
The benefits of the product are
(a) Better living standard; feeling of equality with effluent segment of society who can afford
potable water.
(b) Improved health standards in turn better life rate.
(c) Improved health improves performance , earning and saving.
2. PRICE:
Affordable pricing motivates the target segment quitting unhealthy water for healthy water.
Considering average consumption of water per person @ 2ltrs/day, requirement of drinking
water for a family of 5 members is approximately 300ltrs/month which is added by additional
100ltrs for cooking/guests, totaling it to 400ltrs/month to provide absolute safe drinking water.

13. *The break-up of selling price per 400 litres is given below as sample of costing.
Cost heads In Rupees
Treatment cost 200
Transportation cost 200
Labor Cost 400
Others 160
Total cost 960
Selling Price 960
Per Litre Sale Price 2.40
This being BPL project (non profit) following costs have not been considered :
(i) Infrastructure cost
(ii) Taxation
3. PLACE:
All the residential areas will be provided with 400ltrs or its multiples as per the requirements
with absolute sealed and pressure filling point.
Concealed PVC supply lines will be provided from over-head tank to the consumer.
The product will be delivered through well sealed tankers with pressure filling from company to
tanker and tanker to the over-head tanks provided to residential areas. This will ensure leakage
and adulteration prevention . Keeping the product as safe as the filling point at the factory.

15. 4. PROMOTION:
(a) Being BPL project it will be 100% funded for infrastructure , raw materials , transportation
and storage by State Funding/ World Bank. Being a public project, Government will also be
responsible for its promotion and execution.
(b) NGOs , Health Departments and Municipal corporations will be used for AWARENESS
CAMPAIGNS in the target segments on followings
 Benefits of hygienic drinking water.
 Water borne diseases and its preventions through hygienic drinking water.
 Better living through better health.

17. PRODUCT NAME:-
"JEEVAN DHARA"
(a) Water is one of the life line apart from oxygen for any living body.
(b) Over a period of time , due to explosive population rise has caused severe scarcity of water
across the world. Hence in past Three decades hygienic and safe drinking water is available only
at a price, those who can afford are only above the poverty-line. As this product provides life line
to people below the poverty line and product is in liquid form, the name has been decided
"jeevan DHARA" instead of "jeevan REKHA"
TAGLINE:-
"SURAKSHA जल SE"
Parle Bisleri, The company has the basic theme that they follow which is "SAFE WATER". So ,
Respecting and maintaining it, We decided to keep the same theme "SAFE" i.e; "SURAKSHA"
Keeping in mind that the target segment is below poverty line (who are generally not English
speaking) and taking care of their understanding, we have kept the tagline in Hindi specially the
product "WATER" i.e; "जल ". But it is transliterated in English since even the population above
poverty line are free to use our product.
LOGO:-
We had four options for the logo. They are as follows:
The Last one is OUR LOGO followed by the reason.

20. CONCEPT BEHIND THE LOGO:
(a)
This is the basic representation for life i.e; JEEVAN . It is an Adult and A kid together also
representing a family.
(b)
This is a representation for Water. Now since we are talking about the liquidity of the product .
We have used representation for flowing water not drop or splashes. This represents flow of
water i.e; DHARA.

21. (c)
The product name JEEVAN DHARA has its JEE written in Hindi as " ज " keeping the target
segment in mind i.e; population under poverty line who is generally not English speaking. And
the other words transliterated in English since even population above poverty line can use the
product.
(d)
The tagline is also being place just below the product logo so that its easier for the target segment
to remember and relate to the product.

22. COLOR CONCEPT:-
(a)
This above color has been used in the logo to represent the basic natural color representation for
WATER, since it's the product- Bottled Mineral Water. And since water is basis of life-living, it
has been in used mainly for the product name. Also it has been used in the tagline for words like
SURAKSHA and SE , since these words are for "safe" and has a calm , cool feeling. Hence , the
color AQUA BLUE
(b)
This above color has been used in the main parts of the product logo. It has been used to
represent flow i.e; DHARA and also used in the Hindi word " ज " and " जल " . The reason why
this color is used not blue for representing water is because it is the basic color for BISLERI
WATER. Because Green is the symbol of the health and tranquility. And these two factors are
related to water.
(c) The entire logo is in AQUA GREEN COLOR keeping the "AQUA GREEN
REVOLUTION" started by Bisleri in mind. Also, the aqua green color of Bisleri represents
freshness and health–the two qualities you associate with water.