2. • Bottled Water Industry consists of both carbonated as well as non-
carbonated water which is sold in bottles or via water dispensers.
• Revenue in the Bottled Water segment amounts to US$ 5,984m in 2019.
The market is expected to grow annually by 7.6% (CAGR 2019-2023).
• The average per capita consumption stands at 17.2 L in 2019.
• The current market value is INR 160 Bn, expanding at a CAGR of 20.75%
and is expected to reach INR 403.06 Bn by the end of 2023.
ABOUT THE INDUSTRY
4. ABOUT THE COMPANY
• Italian company made by Signor Felice Bisleri
• First introduced in MUMBAI in glass bottles in two varieties- ‘Still’ and
‘Bubbly’ in 1965
• Taken over by in 1969 and started bottling water in glass
bottles
• The company later switched to PVC bottles that were non-returnable
and now the bottles are available in pet containers that can be taken
away by the consumers.
• In 2003, Bisleri announced its venture in Europe
• ‘Bottles for change’- an initiative by bisleri, focuses to create awareness
about waste segregation, recycling plastic bottles for cleaner
environment.
POWERED BY
135 PLANTS,
3000
DISTRIBUTORS
&
5000
DISTRIBUTION
TRUCKS
ACROSS INDIA
5. OPERATION OF BISLERI
• The Bisleri bottled water range comprises of:-
250 ml
300 ml
500 ml
1 ltr
2 ltr
5 ltr
20 ltr
• 250 ml and 300 ml bottles though in very limited numbers for now
• 20-litre jar comprises about 40 per cent of overall Bisleri sales, the one-litre bottles account for
experiment 25 per cent brand sales.
• Bisleri bottles have 80-120 TDS.
• The main source of water is bore-well.
9. Geographic
1) City Size: Mostly
Major Cities & Sub
Metros
•2) Climate: Hot &
Humid
Demographic
1) Family Size:
Mostly individuals
and families
2) Corporates
Psychographic
1) Lifestyle: Travel
Freak
2) Personality: Health
Conscious
SEGMENTATION
11. This Photo by Unknown
Author is licensed under CC
BY-NC-ND
POSITIONING
Purity and health
12. The main product in which bisleri deals is Mineral water.
Other products include:
Soda, Energy drink, flavoured drinks ,Non consumable products
Prices vary as per city, location and quantity. To cater to the
middle class section of the society and for maximum volume
sales, Price is kept nominal. Ranging from – Rs.6 to Rs.80
Maximum reach is attained at national level (Restaurants &
hotels, Large shops & commercial complexes, Homes, Local
kirana shops)
Personal selling, Specific advertising, Public relations and sales
promotion.
4P’s
PRODUCT
PROMOTION
PRICE
PLACE
13. SWOT analysis
STRENGTHS
• Brand name
• Quality standards
• Innovation
• Market share
• Famous as pure & safe
WEAKNESSES
• Age old of Distribution
methods
• Reuse of bottles by locals
• Faults in production
OPPORTUNITIES
• Expansion
• Expected growth rate
• Change of image
• Premium segment
THREATS
• New players eyeing the market
• Localised player
• RO and filters
• Competition from Rival brands
such as Pepsi’s Aquafina & Coca
Cola’s Kinley
• Illegal manufacturers
14. Threat of
new
entrants
Bargaining
power of
buyers
Bargaining
power of
suppliers
Threat of
substitute
products
Threat of
existing
products
Porter’s Five Forces Analysis
• Market is growing, attracting
new entrants.
• New entrants in the market
like Patanjali ‘Divya Jal’
• Local brands at cheap
rates
• Buyers have choice with
many suppliers
• Demand more, branded
suppliers less
• Increase in raw material
cost
• Suppliers supply raw
material to local players
• Glass bottle substituting
plastic bottle
• Local brands having major
market share
• Around 200 registered
brands in India
• Fruit juice, health drinks
& soft drinks
• Local water and tap
water, RO water
15. MARKET RESEARCH – METHODS AND TECHNIQUES
PRIMARY
• Field Study – Visit to Bisleri plant
• Questionnaires – Retailers
– Customers
Conducted the market survey at
Jagat Farms
Faridabad, Delhi
SECONDARY
• Online Sources
https://www.bisleri.com/
https://www.bigbasket.com/
https://economictimes.indiatimes.com/
17. BISLERI PLANT
Location: Sahibabad, UP
Bisleri International Pvt. Ltd., 19/1, Site IV,
Industrial Area, Sahibabad, Ghaziabad, U.P.-
201005
Areas Targeted – Delhi, NCR
Maximum Sale Period – Summers
Supplies- From all around the country
Plant Size: Approx 150*125 square ft.
Plant contains 5 blocks:
Borewell
Compressor Room
Purification unit
Administrative block
Operations Block
18. Production process of Bisleri
• Disinfection of bore well water (saline water)
• Multistep filtering process - Chlorination
- Arkal Filter
- Carbon Filter
- Reverse Osmosis
- Addition of minerals
- Micron filtration
- Ozonation
• Blowing of bottles (using preform)
• Filling up of bottles
• Laboratory Testing
• Capping
• Labelling
• Quality Check
19. FINDINGS AND ANALYSIS (of Retailers)
• More than half of the total number of retailers surveyed did not find the packaging
of the bottle appealing. They felt that there was room for improvement
• Maximum number of retailers felt that the company should provide fridge & display
stands for stocking their respective products
• Profit margin was the highest motivating factor for the retailers. Promotional
schemes were second highest motivating factor which were followed by factors like
company goodwill & product quality respectively
• There were mixed reactions from retailer regarding profit margin, the retailers felt
that the retail price was also low and should be increased to match up to others.
20. FINDINGS AND ANALYSIS (of Consumers)
• We came to know from the survey that price and services are considered as the major factors
for option to a particular brand.
• From the study, we came to know that other brands like Aquafina, Kinley are mostly preferred
by consumers.
• From the study, we came to know that most of the consumers feel that the prices are
reasonable.
• From the survey conducted, most of the consumers feel that unreliability and irregular supply
of municipal water make them shift to the concept of mineral water.
• Bisleri is the market leader and having neck-to-neck competition with Kinley.
21. Challenges Faced by Bisleri
A number of companies selling fake branded bottled water have
cropped up
No quality and hygiene standards maintained by these
companies leading to health issues among consumers. Outcome
of that is consumers lose faith in bottled water thus, affecting
the overall sales.
Nearly 67% of the population resides in rural areas. However,
the rate of penetration of bottled water Is significantly low in
these regions. Hinders, the market growth in India
22. • Advertisement to build the brand image
• Flavoured water without sugar and artificial ingredients
• Bulk water delivery to home with no additional cost
• Awareness programs at health clubs, schools and nursing homes
• Display hot and cold dispensers and bottles at places like hotels, clubs and
airports to target upper class.
• Mineral water in poly bags
• To create awareness regarding the cost benefit analysis because of people
using purifier systems over packaged drinking water
• Redressal Forums where people can convey their grievances
• Water storing fridges to big brands
• Buy 2 get 1 like offers can be introduced
• The quality of plastic bottles can be improved especially for middle class
people who don’t want to dispose of their bottles.
