Bisleri
Bisleri
Bisleri
Bottled water market has emerged as one of the most rapidly growing and competitive
markets worldwide. The global Bottled Water Industry is a multibillion dollar
industry. It has been a remarkable growth trajectory for the sector. India is among the
top ten countries in terms of bottled water consumption. Today Bottled Water is one of
the India’s fastest growing industrial sectors.
Trends in the Industry
Mushrooming Bulk Segment
New Entrants
Flavored Water
Rising Investments & JV’s
On the back of rising health awareness among citizens and inability of the Indian
government to provide safe drinking water, bottled water industry has flourished
during the past decade. Evolving perception of bottled water has made its
consumption a bare necessity especially in the water scarce areas of the nation. And
these factors will bring the next wave of growth in the sector.
Along with these, rising disposable income, growing organized retail, rising
awareness among the consumer segment and growing focus on product extension and
quality will further stimulate the gains for the industry. Rising urban drift in the
country will also be a wheel of growth for the industry. We have estimated the
industry to grow at a CAGR of 18% till 2017 and would be soaring to new heights.
Indian Bottled Water Industry currently pegged at USD 1454 million in 2011 will
jump to reach USD 3925 million by 2016. Today the bottled water industry stands at
Rs 8,000 Crore and is projected to grow by 25% by 2016
1
Top Brands of Mineral Water in India:
2
COMPANY PROFILE
Bisleri is a brand of bottled water in India. Bisleri has 36% market share in packaged
drinking water in India. It is available in 8 pack sizes: 250ml cups, 250ml bottles,
500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations run throughout the
subcontinent of India and is one of the leading bottled water supplying companies in
India. As of 23 October 2012, Bisleri has 18 plants, 13 franchisees & 58 contract
packers all over India. The composition of Bisleri Water in milligrams per litre (mg/l):
80-120ppm TDS
6.5-7.5-ph factor
75ppm-Calcium
200ppm-Chlorides
30ppm-Magnesium
Bisleri was originally an Italian company created by Signor Felice Bisleri, who first
brought the idea of selling bottled water in India. Bisleri originated in Italy in a place
called Nocera Umbra from a spring called Angelica. In 1965, it was introduced in
Mumbai in glass bottles in two varietes - bubbly & still. In 1969, it was bought over
by Parle.[1] Later Parle switched over to PVC non-returnable bottles & finally
advanced to PET containers.
The original Parle company was split into three separate companies owned by the
different factions of the original Chauhan family:
3
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.
EXPANSION
Under the leadership and vision of Mr. Ramesh J. Chauhan, 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.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up
4 new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it
was the pioneer of the bottled water industry in India has made it synonymous to
Mineral water and a household name. So naturally 'When you think of bottled water,
you think Bisleri'. Rigorous Research and Development and stringent quality controls
have made it market leaders in the bottled water segment. Bisleri has always been
committed to offering every Indian pure and clean drinking water. Hence Bisleri water
is put through multiple stages of purification, ozonisation and is hygienically packed
for final consumption. To maintain strict quality controls in every unit, Bisleri not
only purchase caps from approved vendors, but also manufacture own bottles, in-
house. To be at par with International standards, they have recently procured the latest
4
state-of-the-art machinery which has not only helped them improve packaging quality
but has also reduced raw material wastage and doubled production capacity. One can
rest assured that they are drinking safe and pure water when they consume Bisleri.
Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity!
BISLERI TODAY
The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.
However in an effort to offer something special to there loyal consumers they have
recently introduced Bisleri Natural Mountain Water - water brought to consumers
from the foothills of the mountains situated in Himachal Pradesh. This newly
launched offering has widened Bisleri’s product range to two variants: Bisleri with
added minerals and Bisleri Mountain Water. Bisleri’s registered office is in Mumbai.
VISION
Our vision is to be the dominant player in the branded water business where the
second player is less than 20% of our business.
MISSION
We are in the business to serve the customer. He is the most important person. He is
the only one who pays. He deserves the best quality and presentation at a worth of the
price. We must have world class quality, at the lowest production & distribution cost.
This will make us an unbeatable leader, and will have satisfied loyal customers.
VALUES
5
PROMOTIONAL CAMPAIGNS
CAMPAIGN 1
6
The boyfriend opens the
The chemist's wife waves at He opens it to reveal several
carton the moment he is
him as he walks away. 500 ml Bisleri water bottle.
back with his girl.
7
CAMPAIGN 2
8
He opens his jacket and ...water leaks from the hole ...and hit the bottle. As the
extracts a bottle of Bisleri that was made in it, when man grins smugly at the
resting inside. As he puts it the arrow pierced through camera, the super reads,
to his lips... his jacket... 'Bisleri. Play safe.'
9
BISLERI’S DISTRIBUTION CHART:
It’s obvious that availability holds the key to the market. For any product to be
successful the distribution system has to be really good. Distribution is the key. The
consumer will pick up whatever is conveniently available and is pushed by the
retailer. Just about anybody can invest money into a bottling plant or other facilities.
The really dirty work is distribution. Making fresh water available within a particular
period of time is crucial for its success.
10
With little belief in the distributor system, the company leverages its large fleet of
trucks to supply bottled water directly to retailers through a system called ‘route
selling’ where the driver of the truck is trained to be a service person. A critical
component, this system, according to him, ensures that the water supplied is fresh and
bottles are in good shape. Though route selling is more expensive than the more
commonly followed method of appointing distributors in different towns, he says, it is
more effective.
11
Distribution will ultimately drive brand success, at least for national level brands.
Also, currently local/regional brands seem to be moving off the shelves. With Bisleri
becoming a generic name for bottled drinking water, if it can manage the distribution
of the product to make it available where the consumer needs it the most, it may well
succeed in his gamble with water.
12
Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles,
500 ml bottles, one-litre bottles and even 20- to 50-litre bulk water packs. The formal
bottled water business in India can be divided broadly into three segments in terms of
cost: premium natural mineral water, natural mineral water and packaged drinking
water.
Attracted by the huge potential that India's vast middle class offers, multinational
players such as Coca-Cola and PepsiCo have been trying for the past decade to
capture the Indian bottled water market.
13
DISTRIBUTION SYSTEM
President house
PM house
Jet airways
Air India
Ashok hotel
Maurya Sheraton
Hotel metropolitan
Hotel Radisson
NSCI club
Officers club
ICICI Lombard
ICICI prudential
UTI
Corporation bank
Russian embassy
Times of India
14
Bisleri’s major segmentation variables for consumer markets.
travellers.
Roadside consumers.
Households.
15
Direct distribution: In direct distribution, the bottling unit or the bottler
partner has direct control over the activities of sales, delivery, and
merchandising and local account management at the store level.
The distributor appoints their own salesmen for the distribution of goods to the
retailers. Its salesmen also do door to door supply. The distributors have fixed
different routes and every salesmen is assigned to one particular route to avoid any
conflict. For the Distributor interviewed he had 5 different routes. Out of the 5 routes
he had one route was the major route whereas the rest 4 were subsidiary routes.
Targets are fixed basis the routes. The target for the main route is 1000 crates per
month whereas for the rest 4 routes the target fixed is 500 crates per month. The sales
people are given lumpsum incentives basis the target either at the end of the month or
as bonus during any point of year. The salary for each sales person varies within the
range of Rs 2000 to Rs 2500. The entire strategy of evaluating a sales person is
decided by the Distributor. The company sales person visits once a month for record
checking. The Distributor reports to the Sales Executive looking after the area.
16
Selection Criteria for Salesmen:
The distributor has set certain criteria for the selection of salesmen. These criteria
become even more important as the attrition level has to be taken care of and the
importance of salesmen in bringing more business.
Based on the primary data from the distributor; following are the margins which the
distributor gets from the company for various capacities:
20 54 58 4 Retailers
prefer local
17
brands for
this pack size
Special discounts and schemes are given during festivals like Durga Puja and seasons
like the marriage season just to boost up the sales volume. The rest schemes round the
year remains almost constant with only minimal changes.
The distributor gets a credit period of 10 days from the company. The distributor gives
a credit period of 7 to 10 days to the retailers depending upon the personal
relationship with the retailers. For the various schemes that the distributor gives to the
retailers like the free samples depends on the Credit Note given to them by the
company. The Credit Note is the limit of amount to which a distributor can give a
retailer free sample. This Credit Note is settled in the claims.
Critical Analysis
One of the major things plaguing the brand Kinley is its different pricing for the same
pack size. For example for the 1 liter pack size there are two prices existing in the
market, Rs 12 and Rs 15. This difference in price is because of the fact that the
different portion of the state gets their product from different plants. The area in the
state which receives products from the plant located at a larger distance has the prices
of their product marked as Rs 15. This difference in price with respect to its
competitor is affecting the market share of the brand.
MANUFACTUR
ING PLANT
COMPANY INSTITUTIONAL
INSTITUTIONAL
WAREHOUSE BUYERS/ORDERS
BUYERS/ORDERS
OVER
OVER INTERNET
INTERNET
TRUCKS INSTITUTIONAL
INSTITUTIONAL
DISTRIBUTORS
BUYERS/SEASON
BUYERS/SEASON
R AL
AL PARTY
PARTY
R
O RETAILERS ORDERS
ORDERS
O
U
U
T
T
E CUSTOMERS
E
COMPETITION
SS
EE
LL
LL
II 18
NN
GG
To effectively devise and implement the best possible brand positioning strategies,
companies must pay keen attention to their competitors. Markets have become too
competitive to just focus on the consumer alone?
Competitive Forces
Michael Porter has identified five forces that determine the intrinsic long run
attractiveness of a market or market segment: industry competitors, potential entrants,
substitutes, buyers, and suppliers. His model is shown below:
Substit
utes
DIRECT COMPETITORS
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WATER WARS
Old cola-rivals Coke and Pepsi are discovering there is more money in water than
coloured water. Things are warming up in the Rs 1,000 crore bottled-drinking-water
market and competitors, including Parle's Ramesh Chauhan, face the threat of a
whitewash.
Two parts hydrogen, one part oxygen may well be the newest get-rich-quick recipe in
marketing circles. There's no questioning the existence of a market for water: the
typical human needs between a litre and two a day; India's 1 billion plus populace
needs between 1 billion and 2 billion litres a day; even if the number crunching is
restricted to the country's 100-odd million consuming classes, the result is a
staggering 100-200 million litres a day, or 36.5-73 billion litres a year. In money
terms, at Rs 10 a litre, the potential market could be worth between Rs 36,500 and Rs
73,000 crore. A glass of water would be in order now.
The bottled water industry is set to explode. This is drawing the big guns attention.
First Britannia launched Evian, then soft drinks giant Pepsi and coke entered with
their respective brands aquafina and Kinley. Small local players too are breathing
down Bisleri’s neck riding on better trade margin and intensive distribution [in their
respective areas of distribution]
The competition facing Bisleri can be categorized into a few brand names like:
Aquafina
Kinley
Kingfisher
Hello
Prime
Shudh
PARLE Bisleri Pvt. Ltd has firmed up plans for a diversification into the fruit juice
business.
20
The company has already set up a fruit juice concentrate plant in Chittor, Andhra
Pradesh. Plans are afoot to identify a site for the company's proposed second fruit
juice plant that is likely to be located in the Northern or Eastern part of India.
Stating this at a press conference on Tuesday, the Chairman and Managing Director of
Parle Bisleri Pvt Ltd, Mr. Ramesh Chauhan, said an investment of Rs 100 crore would
be made in the company's fruit juice projects in the next three years. This amount will
be raised through internal accruals and institutional loans. The products — mango and
guava juice to begin with — will be marketed under the Alfa umbrella brand. Mr.
Chauhan said fruit juices have emerged as a preferred drink after water. Thus, it is a
logical business progression for the packaged water manufacturing company to
graduate to the fruit juice segment, he added.
According to him, Bisleri has chalked out aggressive growth plans for its operations
in Eastern India. The company plans to stabilize its market in the region through a
revamped marketing strategy and a focus on improved and innovative packaging. The
idea is to grow by 100 per cent in the next one year and by 250 per cent in the next
three years. As part of its plans to augment its presence in Eastern India, Bisleri has
appointed Orient Beverages Ltd as its sole franchisee in West Bengal, Orissa and
Jharkhand. Expansion plans for Sikkim are being firmed up. The company also plans
to scout for business opportunities in neighbouring countries such as Nepal and
Bhutan in the future.
21
OBJECTIVE OF STUDY
1. To identify the sales strategy of Bisleri vis-à-vis competitors in Delhi & NCR
region.
2. To study the sales management structure of Bisleri.
3. To analyse the retailers perception in regards to Bisleri’s sales management.
PROBLEM DEFINITION
To understand the basis of what services does a retailer makes his choice in
buying a packaged drinking water.
22
RESEARCH METHODOLOGY
SAMPLE DESIGN
Regardless of the method or the design of the research that is used to obtain the
primary data, the decision for this very research activity in the field of FMCG and
about surveying the entire population of retailers or only a representative portion of
the population of the market had to be made.
SAMPLE UNIT
As the project was being done for the Delhi branch of the Bisleri the sample unit
taken was retailers of Delhi city.
SAMPLE SIZE
The sample size selected was 50 respondents. This was due to the time and resource
constraint faced by the researcher during the project.
SAMPLE SELECTION
Respondents were selected on the bases of assigned markets by the company; all
retailers in those markets were covered. Criteria for selection were-
Retailers who were not into packaged drinking water but can be a future
prospect for a company.
23
DATA COLLECTION TOOLS
PRIMARY DATA
Primary data was collected through questionnaire method and also through retailers’
scheme card. The Questionnaire and Retailers card are attached to the annexure of this
report. It contained 12 questions and covered the necessary areas needed to complete
the research.
SECONDARY DATA
Secondary Data was collected from sources at the office, magazines’, newspapers and
websites.
VARIABLES INVOLVED
Type of retailers.
First, it was not a consumer’s survey but retailer’s survey; it was really hard to
find a free sitting shopkeeper in peek hours of a day when survey was carried
out.
Biggest limitation of this report is that in all the markets covered there were 4
distributers and they all have there own way of working. That is the reason
there were totally opposite response from some markets to the others with
different distributers.
24
COMPARITIVE ANALYSIS
Bisleri has placed itself on the 4th quadrant of the selling matrix with credence
attribute where it is entirely now pull driven. Kinley at present is in the 2 nd quadrant
and is moving from the search attribute to the experience attribute.
Bisleri Rs 10 Rs 12 Rs 2
25
COMPARISON OF MARKETING AND SELLING ACTIVITIES
KINLEY BISLERI
26
How many scheme cards were collected back of 265 distributed to shopkeepers?
MARKET A
N 51
Y 66
Off 117 cards distributed in Market A, 66 that is 56% of cards were collected
back.
This suggests that people in this area do care about such schemes and just don’t
throw away the cards considering them useless.
27
MARKET B
N 74
Y 84
There were very similar results in Market 2 as well, here also major number of
cards that is 53% were collected back indicating the importance of schemes to the
people.
Reason behind not getting cards back were lost cards, misplaced cards and some
retailers even threw the cards away.
28
Q.1 What is your shop type?
MARKET A
Pan shop 16
Total 117
29
MARKET B
Pan shop 8
Total 158
Maximim number of shops in both region are juice,colddrink and food shops and
General/Kirana stores.
But dairy/Medical and pan shops in both regions have there importance as almost
each shops of these kind sell packaged drinking water.
30
Q.2 Do you sell mineral water at your shop?
MARKET A
N 15
Y 102
In Market A, 87% of the shops covered were selling some or the other kind of
mineral water.
There were just 15 retailers off 117 who were not selling mineral water in Market
A.
31
MARKET B
N 38
Y 120
There were 38% of the shops covered in Market B which were not selling mineral
water.
This suggests that there are good number of shops which are availaible to Bisleri
to be exploited in near future.
32
Q.3 Which mineral water do you sell at your shop?
MARKET A
Bisleri 70 84
Bailley 7.5 9
Aquafina 9.17 11
Kinley 5 6
Kingfisher 1.6 2
Fosters .84 1
Others 5.84 7
33
MARKET B
Off the total number of shops selling mineral water from question no.2 there were
17 shops in market A which were selling 2 brands of water and similarly 19 shops
in market B selling more then 1 brand of water, this chart is inclusive of that data.
If we compare both the markets, In Market A Bisleri is doing excellent with 70%
share in the market, but in Market B it just have 43% of share, which is way
below there standards.
There are no close competitors but Bailley and Aquafina eating up certain sales.
34
Q.4 What kind of customer usually visit your shop for packaged drinking water?
MARKET A
Regular Customer 19
Total 134
35
MARKET B
Regular Customer 8
Total 141
By this question researcher is trying to find out that what are the kinds of
customers, visiting retailers, for packaged drinking water.
Its very clear that maximum number of customers’ are daily walk in.
But another fact lies behind this question is that retailers involved in regular
deliveries and orders are selling way more then those selling to daily walk ins.
MARKET A
36
WHAT ATTRACTS YOU THE MOST IN CHOICE OF MINERAL Frequency
WATER
No Response 8
Quality 24
Margins 48
Schemes 30
Services 7
37
MARKET B
No Response 21
Quality 38
Margins 65
Schemes 26
Services 8
Total 158
By studying this question we can understand that what actually attracts retailers in
selection of packaged drinking water.
As found in both the markets valid matching figure of 41% in favor of margins.
In Market A schemes take second place but in Market B its quality because all
those who are buying Bisleri in market B is because of its quality; other
companies are providing them more margins then Bisleri.
38
Services with 6% and 8% does not affect the retailers much, it just comes as a
consolation to them.
Response to this question brings about the fact that retailers are most attracted
towards margins when it comes to choice of a product.
MARKET A
N 83
Y 34
This question has its place in questionnaire because customers having fridge
provided by any company usually are forced not to buy Bisleri as companies like
Coke and Pepsi doesn’t allow any other product to be kept inside there
refrigerator.
In Market A just 29% retailers have fridge provided by any other company that’s
why Bisleri sales are not affected here due to this reason.
39
MARKET B
N 109
Y 49
In Market B results are almost same but as sales in this region are less then Market
A therefore retailers with Fridge are dominant selling other brand.
These retailers satisfy demand of this region hence Bisleri sales are highly
affected.
40
Q.7 Does Bisleri distributor visit your shop?
MARKET A
N 30
Y 87
If we compare it with question number 3 that off these 74% retailers almost all
buy Bisleri only leaving 4% behind.
This suggests that distributors are well up to there task in this region.
41
MARKET B
N 90
Y 68
Only 68 off 158 shops are visited by Bisleri supplier in this region.
This suggests that system applied by distributers in this region is not successful.
If shops are not visited on regular bases they tend to switch to easily available
brand and brand which has better supply system.
This is problem which is being exploded by other companies in this region like
Bailley.
42
Q.8 How often Bisleri Distributer visits your shop?
MARKET A
Never 9 7.69
43
MARKET B
Never 49 31.01
In Market A 25% shops are daily visited by dealer on the other hand just 2% in
Market B.
44
There are just less then 8% shops in Market A which are not visited but in Market
B 31% shops are never visited by dealer and that is taken as a complain against
supplier.
In Market B there are more then 53% of shops not visited at all by the distributer.
MARKET A
45
100-150 8 9.63
150 & above 2 .41
Total 83 100
MARKET B
It can be clearly seen from both the markets that maximum shops selling mineral
water cannot sell more then 0- 25 cartons in month.
Biggest customers who fall in category of above 150 cartons have capacity of
selling 150 to 450 cartons, hence they themselves cover up for companies other
60%-70% customers.
Q.10 Are you satisfied with the services provided by Bisleri distributer?
46
MARKET A
No Response 25
N 21
Y 71
There was a case of supply of special railway water of less MRP at normal
rates.
47
MARKET B
No response 65
N 54
Y 39
There were more number of shopkeepers in Market B were unsatisfied with 34%.
MARKET A
48
HOW OFTEN DOES HE PROVIDE YOU A BILL? Frequency Percentage
Always 35 42.16
Sometimes 22 26.51
Never 11 13.25
Total 83 100
49
MARKET B
Always 19 31.15
Sometimes 24 39.35
Never 9 14.75
Total 61 100
Only 42 percent and 31 percent shopkeepers in both the markets were getting bills
on regular bases.
Around 14% retailers in both the markets were never getting bills by distributor.
There was also negative sign on part of retailers; 18% in Market A and 14%
retailers in Market B never cared to take bills from distributers.
This states that shopkeepers to avoid taxes and extra charges don’t take bills.
50
250ml
500ml
1ltr
1.5ltr
2ltr
5ltr jar
20ltr jar
There were total of 34 retailers who responded to this question and placed
there orders.
This response were majorly from those people who wanted to reach there
targets to avail the scheme provided by company.
In Market B major respondents were those people where supply was very
irregular.
1. WALLCLOCK 9 2
2. TRAVELBAG 5 1
3. ICE-BOX 6 0
4. TROLLY-BAG 0 0
5. MOBILE HANDSET 3 0
CUSTOMER SURVEY
51
Ans : Packaged: 73 corporate
Fig. 7
The above bar chart, according to the analysis depicts that there is high demand of
packaged drinking water in the corporate sector.73% of the corporate are preferring
packaged drinking water while 27% of them are preferring non-packaged drinking
water like: aqua guard, own R.O. system, municipality water.
Hence corporate world is opting packaged water rather then non – packaged one.
Packaged water market has a good scope in corporate world.
52
2: Which brand of packaged drinking water you are currently consuming?
Aquafina: 2 Hello:
11
Kinley: 4 Prime: 8
Fig. 8
The above figure shows the share of Bisleri water in corporate sector i.e. only 14%
and other branded water like aquafina, kingfisher, Kinley holds only 2 – 4 % share.
Basically corporate market has been ruled by local players like hello, prime and other
brands which hold 50% of the sector. And rest by aqua guard and own purified
systems. Hence local brands are more preferable then branded one like BISLERI.
53
3: How long your organization has been associated with this brand?
Ans:
b/w 0-3 months b/w 4-6 months b/w 7-12 months above 12 months
13 22 24 14
Fig. 9
The above diagram shows that how loyal an organization is towards one particular
brand. Maximum corporate i.e. 24% stick to one brand for 7 to 12 months, then 22 %
for 4 to 6 months only 14 % are associated for more then a year. So this brings out the
uncertain behavior of the corporate sector towards one brand. Corporate sector is
demanding more innovations and more price discounts schemes etc. The one who is
providing all that they immediately shifts to that advantageous brand. Hence,
corporate are more demanding and less loyal towards the brand.
54
4: Do you feel that packaged drinking water has a seasonality effect?
Ans: Yes: 60
No: 13
Not available: 27
Fig. 9
Above pie chart shows that 60% of the corporate feel that water has seasonality effect
which means that during summer season water is demanded more then in winters.
While 30% don’t feel like this. Hence Bisleri should try to create its awareness more
among consumers through advertisements, publicity, banners in summer season which
will help it to increase its sales.
55
5: Which factor can change your brand preference?
Ans:
RO/AQUAGUARD Q PX PX+Q S
27 3 11 34 1
5 9 4 3 1 2
Where:
Q = Quality S = Service
PX = Price P = Packaging
Fig. 10
According to the above study price and quality combination is the most preferable one
among the corporate sector i.e. 34% corporate are opting it. Then 11% of the
corporate prefer price as the most important factor.9% of the corporate opt for price
and service combo. Hence through this it is concluded that price is one of the most
56
important factor which can change the brand preference of the corporate sector. This
is the only reason why organizations are opting more local brands like hello, prime,
shudh etc. as they are offering their product at less price like Rs. 25 – 40 for one 20
litre jar well branded packaged water are at Rs. 50- 60 for 20 litre jar. Quality is also
the one of the factor but organizations are not ready to compromise over the price,
they want quality but at the minimum price. So BISLERI should concentrate over
their cost minimization factor.
Ans:
5 57 11 0
Fig. 11
Ans:
YES NO N.A.
8 65 27
Fig.12
The above survey shows the satisfaction among organizations regarding the Bisleri’s
sales promotion methods. And the results are like this 65% of them are not at all
satisfied with Bisleri campaigns, advertising, and publicity. according to them Bisleri
should more focus on its promotional activities like advertising, awareness among
people, also put their banners, should provide more consumers benefit schemes.
58
8: How long are the organizations associated with the brand they are using?
Ans:
Fig. 13
The above pie-chart depicts that how long are the organizations associated with the
brand they were using. Most of the organizations lie between the category of 4-8
months that’s because there are different promotional schemes that keep on coming &
entice the organizations to switch over to other brand. Brand loyal clients are in very
less ratio i.e. the ones who are using the brand for more than one year.
59
9: Which factors can lead to shift in Brand Preference?
Ans:
Fig. 14
The above pie- chart depicts different factors that the organizations think can lead to
shift in their brand preference. As it is clearly seen that major percentage is of the
organizations who think price to be the top priority. Price was very important for them
they thought that till none of their employees fall sick they are fine with the quality.
Then comes quality, the organizations who think “health is wealth” come under this
category. For these organizations their employees’ health is of major concern. Then,
comes the combination of quality and price. Another factor that was also in good
percentage was the combination of service & price. Service was also considered as an
important factor for brand switching.
60
SWOT ANALYSIS OF BISLERI
STRENGHTS WEAKNESSES
Brand recognisation.
OPPORTUNITIES THREATS
61
FINDINGS
Retailers in Delhi believe that water is just water and it does not make difference
from whom they buy it from.
Retailers in Delhi mostly believe in what are the margins provided to them by the
companies.
Most positive aspect of Bisleri in market is that people believe that Bisleri is a
best quality packaged water in market.
Apart from all the issues overall Bisleri still holds it position as a Market leader.
Bisleri is a highest priced product in the market, and market customers are daily
walk inns; hence they are not ready to always pay more then 12 rupees for a 1ltr
bottle which sells most.
Companies like Aquafina and Kinley are providing free product to the
shopkeepers with purchase of there cola’s, which is bringing down the sales in
many areas.
Pepsi and Coke provide free refrigerators to retailers in which they are not letting
them keep any other companies product, this in turn is breaking sales of Bisleri
cause usually a customer asks for cold water.
Distributers just don’t visit any other shops except those which regularly buy from
them in other words they just don’t move away from there set routes.
As Delhi is very old city hence there are lots of shops in small streets which are
not covered by distributers, as they usually just move along main roads.
Retailers in Delhi are in habit of not asking for bills and suppliers too don’t
provide bills on regular bases on there own.
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CONCLUSIONS
Bisleri provides seamless packaged drinking water services and still holds biggest
share in market and it needs to keep improving upon its services to keep that share
intact because its competitors are very strong and have ability of huge investments.
Bisleri is pioneer of the industry.
Bisleri is a high priced product in the market, and market customers are daily
walk inns; hence they are not ready to always pay more then 12 rupees for a
1ltr bottle which sells most.
Bisleri Has a very wide and the largest distribution network in the industry.
Bisleri is the market leader in the sector, enjoying almost 50% market share.
I think from my point of view it would be better for Bisleri if it will try to increase
the share of cake by increasing the size of the overall cake, not by decreasing the
others players share of the cake. It means it should try to increase its customer
base not by converting the other companies existing customer, it should try to
convert the non customer of packaged drinking water to Bisleri customer.
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RECOMMENDATIONS
First of all Delhi is not a small city, company just have 3 sales man, Bisleri needs
to make at least a team of 5 salesman to cover whole Delhi to keep a good check
on secondary sales of company.
Bisleri needs to regularly come up with certain attractive schemes so that it can
compete with its giant competitors like Pepsi and Coke.
Distributer in Market A are doing excellent job but story is not same in Market B
so company needs to educate there distributers by making them learn about the
working of other distributers.
Bisleri must appraise there suppliers on there good work which will in turn
motivate suppliers who are not doing well to work hard.
Every month a team of people must visit every shop in problem markets at least
ones to remind them of there importance to company.
Bisleri must give there good and regular customer’s complimentary gifts to
always keep them faithful towards company.
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