INTRODUCTION

Mineral water under the name 'Bisleri' was first introduced in Mumbai glass in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This
company was started by Signor felice Bisleri who first brought the idea of selling bottled
water in India. Parle bought over Bisleri (India) Led. In 1969 & started bottling Mineral
water in glass under the brand name "Bisleri". Later Parle switched over to PVC non-
returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh. J. Chauhan has started expanding Bisleri operation substantially
and the turn over has multiplied more than 20 times over a period of 10 years and the
average growth rate has been around 40% over this period. Presently we have 8 plants &
1 growth rate has been around 40% over this period. Presently we have 8 plants & 11
franchises all over India. We have our presences covering the entire span of India. In our
future ventures we look to put up four more plants in 06-07.We command a 60% market
share of the organized marked.

Overwhelming popularity of Bisleri' & the fact that we pioneered bottled water in India,
has made us synonymous to Mineral water & a household name . When you think of
bottled water, you think Bisleri.
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit
the need of every individual. We are presenting 25ml cips, 250ml bottles, 500ml, 1L,
1.5L, 21 which are the non-retureable packs & 5L, 201 which are the returnable packs.
Till date the India consumer has been offered Bisleri water, however in our effort to bring
to you something refreshingly new, we hae introduced Bisleri Nature mountain Water -
water brought to you from the foothills of the mountains situated in Himachal Pradesh.
Hence our product range now comprises of two variants : Bisleri with added minerals &
Bisleri Mountain warter.
It is our commitment to offer every Indian pure & clean drinking Water. Bisleri Water is
put through multiple stages of purification, ozonized & finally packed for consumption.
Rigorous Reasearch & Development stringent quality controls have made us a market
leader in the bottled water segment. Strict hygiene conditions are maintained in all plants.
In our endeaour to maintain strict quality controls each unit purchases performs & caps
only from proved vendors. We produce our own bottles in - house. We have recently
produced the latest world class state of the art machineries that puts us at par with
international standards. This has not only helped us improve packaging quality but has
also reduced raw material wastage & doubled production capacity. You can be rest
assured that you are drinking safe & pure water when you consume Bisleri.
Bisleri is free of impurities & 100% safe. Enjoy the sweet taste of Purity !
Weat Bisleri value our customer & therefore have developed unique pack sizes to suit the
need of every individual recently. We are present in 250ml cups,250ml bottles, 500ml,
1L, 5L,2L which are the non- returnable packs & 5L, 20L which are the reusable packs.
 INTRODUCTION TO MINERAL WATER INDUSTRY
CURRENT SCENERIO

The best beverage for India in the new millennium seems to be water. In recent years, the
bottled driving water market has been witnessing high-decibel levels of activity, with
host of new entrants swelling the clutter. With over 200 players jostling to be the thirst

quenching favourite of the Indian consumer, the business is growing at a rate of over 50
per cent annually. The country's bottled water business is estimated to be around $1. 100
crore, of which the branded market accounts for $700 crore and about 700 million litres
in volume. In India, the core proposition of bottled drinking water lies in hygiene. as the
quality of tap water is bad and is rapidly deteriorating This is in stark contrast with the
West where 'mineral water' indicates the attendant minerals present in the water. Mineral
water in Western countries is obtained from natural springs and is, generally, named after
those springs. Most of the bottled water passed off as mineral water in India, however, is
filtered, boiled or purified by other means such as reverse osmosis. A better description
of bottled drinking water sold in India therefore, would be 'purified bottled water.
The growth of the category indicates the need for this 'mineral water and the fact that
heavyweights are eyeing the segment points to the potential that is seen in this market.
Coke's Kinley, Pepsi's Aquafina. Brittania, Nestle. Kingfisher, Auswater-are keen on
raising their stakes in the * 700 crore, 700 million litre market. The entry of Danone's
brand, Evian, the high-priced mineral water from the French Alps, shows the perceived

potential India presents in this product category. Clearly targeted at the premium segment
of consumers, the brand is being distributed in the country by Britannia Industries.
Currently. Evian has more of an institutional presence (five star hotels) than on the retail
shelves, with a 1-lire bottle being priced a hefty < 80.

The market today has grown to more than Rs15on The organised sector -- branded
mineral water -- has only $7bn of market share. The rest is accounted for by the
unorganized sector which is dominated by small regional players. The market is still
growing - at a rate greater than 80% per annum
Today there are more than 200 brands, out of which 10 of them are from top companies.
 HISTORY

Bisleri was originally an Italian company created by Felice Bisleri, who first brought the
idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass
bottles in two varieties - bubbly & still in 1965.

Parle bought over Bisleri (India) Lid. in 1969 and started bottling water in glass bottles
under the brand name 'Bisleri'. The brand name Bisleri is so popular in India that it
is used as generic name for bottled water. Later Parle switched over to PVC non-
returnable bottles & finally advanced to PET containers.
In 1995 Ramesh J. Chauhan started expanding Bisleri operations.

In 2003 Bisleri announced its venture to Europe. After that Ramesh J. Chauhan sold his
stake to Wakharikar & Sons,but all operations Ramesh J.Chauhan.
Bisleri – a brand that is synonymous with packaged drinking water in India, was
originally an Italian company founded by Felice Bisleri. The story of Bisleri Company –
How ‘Ek Bisleri Dena’ became the standard term for buying packaged drinking water in
India.
Today, Bisleri Company operates 122 plants (13 owned), 4500 distributors, and 5000
distribution trucks in India and neighboring countries.
The output? 15 crore bottles a month. The company aims to triple its 2018-19 revenue of
INR 1,500 crores to INR 5,000 crore by 2022.
Bisleri operates brands across mineral water, soft drinks, and soda. Bisleri has aced the
SKUs as well – they sell in 250ml, 300ml, 500ml, 1L, 2L, 5L, and 20L capacities.

1969 – Ramesh Chauhan of the Parle Group buys Bisleri Ltd. from Felice Bisleri. The
company had been unable to market bottled water and wanted to exit the market.
Chauhan too did not see any potential for the product at that time.
The quality of water in Europe around World War II was extremely poor, which created
the bottled water industry there. India faced a similar issue and Chauhan saw this as an
opportunity.
As a soft drinks company, Parle did not have a soda brand in the market. Parle used the
name and launched Bisleri Soda with 2 variants – carbonated and non-carbonated mineral
water.
During this time, glass bottles were used for soft drinks and soda.
The Italian name added a dash of class to the product. The first print ad campaign
captured the international essence and showed a butler with a bow tie.
The punchline was, “Bisleri is veri veri extraordinari“. The spelling was designed to
capture the consumer’s attention.

TIMELINE OF THE COMPANY

Mid-1980s – The big change. Bisleri switches to PVC packaging and later to PET
bottles. The PET packaging ensures better transparency and more importantly, customers
can now see the sparkling clear water in the bottles.
1991 – Bisleri introduces their 20 litre pack for home and office use
1993 – Bisleri soda is doing well but production has to be discontinued as Parle sells their
soft drink brands to Coca-Cola. The focus now shifts completely to packaged drinking
water.
1995 – The masterstroke. Bottled water was consumed only by foreigners and NRIs. To
reach out to the masses, Bisleri had to make the category affordable. Enter the
comfortable-to-carry 500ml bottle for just INR 5.
1998 – Introduces a tamper-proof and tamper-evident seal, to showcase their promise of
supplying clean and safe drinking water. Today, Bisleri boasts of a 10 step quality
process which includes 114 tests that each bottle goes through.
2000 – Launches the 1.2L Bada Bisleri, aimed at those who share their water, increasing
margins per crate (12 bottles).

The same year, BIS cancels the licence of a plant in Delhi because some bottles did not
carry the ISI label.
The license is restored 45 days later.

2006 – Bisleri changes its iconic blue label to green to help set it apart from other bottled
water brands available in blue packaging. The color is also in line with the increasing
global interest in ecology and green earth concepts.

The 2010-2020 decade sees a flurry of brand launches from Bisleri

2011 – Launches Club Soda

2012 – Launches Vedica
2016 – Launches four fizzy soft drinks – Spyci, Limonata, Fonzo and Pina Colada
2017 – Bisleri Launches labels in regional languages across India like Hindi, Marathi,
Gujarati, Punjabi, Tamil, Telugu, Assamese, Malayalam, Kannada, Bengali, and Oriya
across different SKUs.
2018 – Bisleri launches world’s first vertical manufacturing plant for mineral water in
Mumbai. Distributed across 5 levels and spread over 18000 sq. meters, the plant doubles
the production capacity of 430 bottles per minute delivered by the old plant.
The brand name now is so synonymous with packaged drinking water, Bisleri has to
launch an ad campaign to counter other brands being sold as Bisleri and to create
awareness among consumers that not every packaged water bottle is Bisleri.
2019 – Former Emami COO, Angelo George, takes charge as CEO of Bisleri. This is the
first time Bisleri has a professional CEO after Ramesh Chauhan led the company for 40
years. The company also restructures the business for efficient management.
2020 – COVID-19 lockdown begins. Bisleri launches Bisleri@Doorstep Delivery service
where consumers can place an order online and receive delivery of Bisleri bottles at
home.

The estimated market size of the Indian bottled water industry is ~INR 15,000cr with
20% CAGR.

There are 3,000 brands of bottled water, local and regional, across the country. Among
national players, Bisleri competes with Kinley (Coca-Cola India) and Aquafina
(PepsiCo). 
Bisleri has always managed to innovate to stay ahead of the competition. Today, China’s
richest man, Zhong Shanshan, is the founder of bottled water giant Nongfu Spring. 

COMPANY’S OVERVIEW

According to a report by Ikon, a marketing consulting company, the packaged water

industry is estimated at Rs.8000 crore currently and is expected to touch Rs.10000 crore
by the end of the fiscal 2012-13. It may also touch the Rs.15000 crore mark by 2015,
according to the report. The industry has seen a compound annual growth rate of about
19%. Parle’s Bisleri has the highest market share of about 36%, followed by Coca-cola’s
Kinley which has a market share of about 25% , followed by Aquafina which has a
market share of about 15%. India’s percapita consumption is about 30 litres which is less
than the global average of 40 litres. In India, South India tops the consumption followed
by Western India which is the home for all the major national packaged water brands. In
the Natural water category, which is a niche segment where the brand Himalayan water
has been a leader has now entered into the Indian market, after being overtaken by the
Tata group.
With a legacy of over 50 years Bisleri is one of the most trusted brands in India and the
market leader in packaged drinking mineral water. Having a strong presence, with over
2,200 employees, 125 operational plants and a strong distribution network of 4500
Distributors & 5000 Distribution trucks across India & neighbouring countries, Bisleri
stands true to its promise of providing safe, pure & healthy mineral water to consumers.
Bisleri’s diverse portfolio of brands include – Bisleri mineral water, Vedica natural
mountain water from the Himalayas, Bisleri Soda and fruit based beverages like Fonzo,
Spyci and Limonata.
It was around the year 1995, when Parle Exports took charge of the brand operations and
the business took off in the market. With factories across India and a strong distribution
network, Bisleri established itself as a force to reckon with in the domestic packaged
drinking water market.

This brought about a sea change in the perception in the consumer's mind about
consumption ofBisleri. Earlier, drinking bottled water was considered to be more of a
status symbol. That thinking has slowly changed to the point where today, not drinking
Bisleri is considered as being behind the times. Such has been the presence and
penetration of the Bisleri brand in the bottled water segment. About few years ago, in
1998, a strategy was adopted to concentrate aggressively on the home market. The habit
of boiling water or using electronic gadgets was not adequate, since the source of water
itself was unreliable. The bulk packages like the 2, 5 and 20 litre bottles were
introduced to meet this market need. The price per litre went down as a result, making
bottled water very economical for the consumer.

MANUFACTURING

A quick look at Bisleri’s manufacturing reach indicates that it is represented across the
country - North accounts for 35% of sales for the industry, West accounts for 30%, South
20% and the East 15%. In order to be available in untapped areas Biseri has setup 16

plants located all over the country - three-fourths of which are company owned. The
balance are run by franchisees. Biseri has 5 plants in the North, 5 in the West- two of
which were setup in the last year at Ahemdabad and Surat, 4 in the South and 2 in the
East. The company has bottling units located in Chennai, Bangalore. Goa, Calcutta.
Mumbai Dehi Jaipur. Uttar Pradesh, Punjab, Indore and Nepal The new plants are
being set up in states like Kerala, Orissa. Bihar and North Eastem States, which hitherto
have been unexplored by the company. It is also changing its production strategy and
shifting to a 10-hr production schedule with sudden increase in demand planned to be
met by additional production
Bislen has planned to expand its operations by investing 260 crore in the upgradation of
facilities. The 120-bottles per minute (BPM) capacity of the 16 units across the country
will be increased to 240 BPM.
Conscious of the environmental implications of its PET bottles, the company is to set up

recycling plants at Delhi and Chennai each with an outby of Rs.50m. These will process
500 kg of PET per hour. The processed material will be an input for polyester yarn
manufacturers. In centers other than Delhi and Chennai, the company will set up crushing
unis to crush the used PET bottles.
The company's expansion plans will see its water bottling capacity go up from the present
400 million fares to 500 million litres. Parle Biseri Limited (PBL.) is planning to invest
Rs 200 crore to increase its bottling capacity and double its turnover. The expansion will
also increase the number of company's bolting
plants from 16 at present, to 25. The company will set up all the new plants as green field
plants. It doesn't have any intentions to acquire any existing plants.
 BUSINESS MODEL OF BISLERI

Bisleri is operating in the business segments such as Mineral Water with different SKU’s
(Stock keeping units) i.e. 20 Litres, 5 liters, 2 Litre, 1 liter, 500ml and 250 ml & Vedica
as well as carbonated drinks and energy drink.

Its water mineral business starts in the BCG matrix as it is flourishing day by day, unlike
Vedica which has been launched by Bisleri in premium segment competing with TATA’s
Himalaya but has not been successful.
Although in carbonated drinks it has Bisleri Pop with four flavours – PinaColada, Spyci,
Limonata, and Fonzo along with Bisleri Soda and in energy drink segment it has Urzza
brand but due to the presence of companies like Coca-cola and Pepsi with
wide product portfolio this business of Bisleri has not been successful and therefore it is
Question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Bisleri

Bisleri International uses hub & spoke model in order to make its products available to
nook & corner of the country. It is operating by dividing the country into four regions
North, East, West & South.

It has been distributing the bottles of varied sizes through distribution channels such as

Resellers, retailers, distributors, wholesalers, and pops & mom store etc. The water
major’s distribution network reach out to 2 lakh outlets across India which are increasing
year on year as the company is penetrating in the remotest location of the country.
 Brand equity in the Marketing strategy of Bisleri

Synonymous with the mineral water, the brand has been the home of some of
the iconic brands in the beverage segment. The brand has such as stronghold in
the market that even without any advertisement for last three years the company
has been able to maintain its market share and is growing at the rate of more
than 20% yearly.
It has launched various media and BTL campaigns over the years such as Play
safe, Bisleri the Mountain water, Kiss to drink which has helped the company in
being in touch with the customers and increase visibility in the market.

Competitive analysis in the Marketing strategy of Bisleri

The company have it roots linked to the iconic brands Thums Up, Limca, Gold Spot and
Maaza which it sold to Coca-Cola more than 20 years ago has been holding strong
market share in mineral water category where it has 60 % market share (In 2012) but it
decreased to 40% (In 2017) due to tough competition over the years in the industry and is
growing with a rate of 22% YoY basis.

The company competes with companies in the segment such as Rail Neer, Aquafina,
Kinley, Kingfisher, Oxyrich, and many other counterfeit & local brands.

Market analysis of the Marketing strategy of Bisleri

The beverages market is segregated between aerated drinks and mineral water. Growing
middle class and people becoming hygiene in the daily intakes, rising pollution, changing
eating habits are some of the factors affecting the companies operating in the industry.
Changing consumption pattern, increasing nuclear families, increasing migration of the
customers, increasing weekend outings are reshaping the demand dynamics of the
companies operating in the market.

As per the report of Zenith International, there is a double-digit growth in the Asian
Market where the share of the bottled water market Asia is more than 40% in 2015, up
from 35% in 2011.

Customer analysis in the Marketing strategy of Bisleri

Customers of Bisleri are organizations/institutions, retail customers, resellers,

wholesalers, distributor, office campuses, institutions, banks, clubs.
The company targets mainly the large key accounts i.e. in order to create a sustainable
business over a period of time.

BISLERI 4P’s
Marketing Mix of Bisleri analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Bisleri marketing strategy. There are several
marketing strategies like product/service innovation, marketing investment, customer
experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing
mix (4Ps) is the widely used framework to define the strategies. This article elaborates
the product, pricing, advertising & distribution strategies used by Bisleri.

Let us start the Bisleri Marketing Mix & Strategy:

1. Bisleri Product Strategy:

The product strategy and mix in Bisleri marketing strategy can be explained as follows:

Bisleri is a packaged drinking water based out of India. Customer satisfaction and delight
are the main goals of Bisleri while complying to quality, value and innovation. The main
product in its marketing mix is its drinking water, and it's many variations. Other
products include Vedica, Soda, Urzza, Pop. Bisleri is a mountain mineral water and it is
available in range of pack size from 250 ml to 20 L. Out of all these packs, only 5L and
20 L packs are returnable. Vedica is procured from underground streams traversing the
bedrock and hence fortified with silica and free from and microbial contamination.
Higher pH of Vedica helps in acid neutralization and detoxification. Bisleri Soda is
carbonated water and used as an ingredient for preparing combination drinks. Urzza is
caffeine free energy drink fortified with essential vitamins. Pop is soft drink with four
innovative flavors; Lemonata, Pina Colada, Fonzo and Spyci, launched in 2016. Bisleri
also has range of non-consumable products in the basket. Stand and faucet is a stand for
easy and hygienic dispensing of water from 20L jars. Ice box is compact light weight
icebox made of durable plastic for domestic and commercial utility. Chotu cool is
innovative portable chargeable cooler. Bisleri also has high quantity facial wipes on offer.

2. Bisleri Price/Pricing Strategy:

Below is the pricing strategy in Bisleri marketing strategy: Bisleri vision is making clean
and affordable drinking water available to people. Keeping with the vision, Price of
Bisleri products is comparable to its competitors Bailey, Aquafina, Kinley. Also, the
pricing in its marketing mix is dependent on package volume with lower rate for larger
volume packs. There is locational pricing of the products depending on where they are
sold. It is charged more in restaurants, movie theaters as compared to the retailors. The
price of Vedic is more than simple Bisleri water as it is in premium range products of
Bisleri. It is charged at 30 Rs. Per litre, more than the Bisleri, but lower than foreign
brands like Perrier or Evian. Pop are charged at the rate of Rs. 10 for 200ml bottle and
Rs. 15 for 300 ml bottle and Rs. 20 for 250 ml can. The non-food supporting products of
Bisleri are charged higher than the comparable products in the market; price of Stand and
faucet is Rs.1500 while that of ice box is Rs. 2500.

3. Bisleri Place & Distribution Strategy:

Following is the distribution strategy of Bisleri: Bisleri was launched in Mumbai in 1965.
Its corporate office is located in Mumbai. Later it was acquired by Parle. Vedica is an
exclusive product and available in North, West and South India only. It is available in
retail stores, restaurants, movie theaters, school-college canteens. In india it is available
in more than 200000 outlets. Thus, Bisleri has thoroughly penetrated the market in all the
regions and made it available. Bisleri has developed very strong supply chain and
distribution system. Bisleri has more than 15 manufacturing plants spread across country.
The company has its own network of distribution wherever they have manufacturing
plants. This allows seamless and controlled distribution of products. To distribute the
product, company has 2000+ trucks running on the rods and distributing safe water. Pop
is launched across India in different cities.

Through monitoring system, Bisleri notices the weakness in distribution channel and
improves upon it as they did in case of Southern region.

4. Bisleri Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bisleri marketing strategy is as follows:

Bisleri is a core product and targets public. The promotional activities target print media
(newspapers, brochures) digital media like television, radio and YouTube commercials.
The marketing campaign of Bisleri is wide and includes personal selling, specific
advertising in various media public relation and sale promotion. To increase the visibility
of brand, it is made ubiquitous and can be seen on hoardings, vehicles like trucks, taxis,
billboards, and in the form of posters in the retail outlets. One of the remarkable
campaign of Bisleri was ‘Pure and safe’ followed by ‘Play Safe’ campaign. The later
included many captivating ads to trap the attention of youngsters. Other memorable
campaigns of Bisleri include ‘The sweet taste of purity’, ‘Bisleri the Mountain water’.
The first Bisleri advertise was in print media with the punch-line of ‘Biasleri is veri veri
extraordinari’ to capture the consumer. Bisleri has through website including all brand
related information, product range and contact details. Hence this concludes the
marketing mix of Bisleri.

UNIQUENESS OF BISLERI
Bisleri has gained a reputation over the last 50 years as the leading brand in the packaged
mineral water industry. Their strong distribution network and quality of water have
helped Bisleri emerge as one of the most trusted brands

Here are a few reasons why I still prefer Bisleri over other brands:

 The first and main reason is the quality of water by Bisleri. It is rightly a symbol
of purity and goodness

 The bottle comes in different sizes, so the consumer has a lot of size

 Options to choose from according to their requirement

 The brand is affordable and provides top quality water to its customers

 The brand supports various causes associated with the environment, such as
plastic recycling, ozone treatments, rain water harvesting, etc. So, buying a Bisleri
bottle indirectly means you are supporting those causes as well

PURIFICATION PROCESS
Bisleni is producing by painstakingly rigorous process. Source water is put through- 7
-stage
Purification process. It is then packaged in tamper proof packs with the unique
"breakaway seal"
And all is done in completely automated plants to ensure it reaches you perfectly pure
and safe.

The process is Natural spring water is drawn from deep wells then
I. CHLORINATION-Kill microorganisms, removes organic matter.
2. SAND FIL TER--Removes suspended matter and turbidity.
3. CARBON FILTER-Removes residual chlorine's and odors
4. ULTRAFICATION-Removes bacteria and make water sparkling clean

5. MICRON FILTERS--Additional safety measures of filtration

6. REVERSE OSMOSIS SYSTEM-Controls total dissolved solids (TDS).
7. OZONATION-Ensures water remains bacteria -free for longer shell life.
Robust Purification Method Employed By Bisleri

As mentioned eariler, the purification method adopted by Bisleri is a 10-step quality

process that includes 114 tests to ensure the quality of the water is high. During my visit
to the Bisleri plant, I studied these steps closely. So, here is a brief description of the
process – it will make you trust Bisleri even more!

STEP 1: Collection of Water

In this step, the water is collected from reliable water sources. This water undergoes
around 11 tests to ensure that it is fit for consumption

STEP 2: Ozonisation

In this step, ozone helps kill the micro-bacteria from the raw water
STEP 3: Sand Filtration

This step removes any sand and dust particles from the water up to the size of 30
microns. It includes 3 tests

STEP 4: Carbon Filtration

Carbon filtration is a double filtration process that helps remove dust particles while
ensuring the odor, color, and taste do not change

STEP 5: Reverse Osmosis

In this step, 2 tests are performed to remove excess salts and minerals to seal the purity of
the water

STEP 6: Mineralisation

In this step, vital minerals i.e., magnesium and potassium are added to the water. That
renders a little bit of sweetness to it, making it healthy for consumption

STEP 7: Micron-filtration

This step carries 2 tests that assist to remove the tiniest particles up to the size of 0.25
microns

STEP 8: Re-ozonisation

This step locks the purity and goodness of the water

STEP 9: Careful Bottling

This step contains around 12 tests. Bisleri makes sure that the plastic bottles used to
package the water are blown on site so as to avoid any contamination of their product
STEP 10: Quality Control

After all the steps, the Bisleri bottle is sealed properly with a label that contains all the
required information i.e., manufacturing date, batch code, manufacturing location, and
time. They guarantee to deliver the best product to their customers.
 BISLERI’S GLOBAL OPERATIONS

Bottled water major Bisleri International has said it is looking at entering West Asian

countries as part of its strategy to expand its overseas presence. As part of the plan, the

company said it will consider setting up more manufacturing facilities outside India.

They are working on getting into the Gulf countries. We are currently finding ways how

we should get into those markets,” the Bisleri International Chairman, Mr Ramesh

Chauhan, told PTI, but did not give details such as the timeline and investment required

for the project. The company, which enjoys a majority share in the packaged drinking

water segment in India, had earlier announced that it plans to enter Sri Lanka,

Bangladesh, Oman and the United Arab Emirates. Mr Chauhan, however, said the plan

has been delayed due to constraints in manpower and the lack of right partners to get into

overseas markets. As part of its international expansion plan, the company said it will

have to set up a manufacturing facility overseas, apart from looking for partnerships.

Mr Chauhan declined to give further details on the plan. At present, the company exports

its Bisleri packaged water to Singapore and Japan. As per the company’s website, at

present Bisleri has 17 owned plants, 33 co-packers and 11 franchisees in India.

“We are enjoying a growth of 20 per cent year-on-year.

India is a huge market, but we also find that there’s big scope for us to grow in the

international markets as well

 SWOT Analysis of Bisleri

Bisleri is the go to brand for mineral water in India. It is a private Indian company and is
famous for bottled water. There are three types of Bisleri bottles which are the most
famous. First, is the 20 liter bottle jar which is used in all offices across the country.
Second is the 1 liter Bisleri water bottle which sells across stores. And the third is the
small 500ml bottle which is used in parties or events.

Bisleri was initially launched by an Italian in 1965. However, Parle soon bought Bisleri

and started marketing and sales of Bisleri. Later on, Parle sold Bisleri to Coca cola.

Here is the SWOT analysis of Bisleri

Strengths in the SWOT Analysis of Bisleri :

1. Brand Recall:

 Bisleri is very popular around the country for its product. This has made it
achieve a very high brand recall among the minds of the customers. The
product is so popular that it has become synonymous with mineral water.
This is a very big success for the brand as its values and ideologies have
clearly resonated with the customers. This has also earned the trust of the
customers for the brand.

2. Quality Standard:

They have always focused on quality of its product and have never
compromised on the same. They claimed their bottled water to be 100%
safe to differentiate with its competitors. They introduced the breakaway
seal to make sure they deliver on their promise.

3. Innovation: 

They have always strived for innovations among their products. They were
the ones that moved from the glass bottles to PET bottles to ensure quality.
The PET bottles are 100% recyclable thereby taking care of their
ecosystem. They introduced the breakaway seal to maintain the purity.
They also introduced the hexagonal bottles for better handling, balance and
usage. They introduced the big family packs for the usage at homes and
offices.

4. Market Share: 

According to the Euromonitor report of 2016 Bisleri leads the country

in market share with 24.6%.

5. No Close Competitors: 
 Apart from Aquafina and Kinley, Bisleri is at a very comfortable position in
market share in the country.

6. Point of purchase marketing – 

Bisleri is known to be very strong and aggressive where point of purchase

marketing is concerned. It brands the shops of its dealers and distributors
very well across the country. Furthermore, the colors used are such that
they are noticeable even on highways when the cars are going fast. As a
result, the branding activity results in good turnover overall.

Weaknesses in the SWOT Analysis of Bisleri :

1. Distribution Method: 

The Routeselling method used by Bisleri is more expensive than the

common method of appointing distributors in different towns. This
increases the cost and many retailers refrain from keeping the product as
well. This directly attacks their distribution potential, revenue and market
share.

2. Reuse of Bottles by Locals: 

Lot of local people collect the Bisleri bottles and refill it using the local
unclean water and then mix it with the original batch. This reduces
the brand image of Bisleri and may prove harmful during consumption.

3. Faults in Production: 

Many times it comes under scrutiny in lapses of quality. This damages their
brand value and reputation. They also lost the license to produce at their
Noida facility due to a similar case.

4. Unmet market Potential: 
 It is unable to meet the market potential of the south India as well as in
various pockets of India. Production is not as high as it should be because
the consumption is very high. Naturally, there are other limiting factors to
production such as government norms as well. So if production is
increased, Bisleri can match the potential of the market.

Opportunity in the SWOT Analysis of Bisleri :

1. Expansion: 

It can expand in different locations across the global markets to increase the

market revenues and profits. Europe and the Middle East is a lucrative
option for the same.

2. Expected Growth Rate: 

Packaged water grew at 23-25% compared to last year which is almost

double the growth rate of carbonated drinks. This shows there is still huge
potential in the country.

3. Premium Segment: 

It can launch a premium bottled water for 5-star hotels and high-end
customers. It can diversify its target audience and cash in on this segment as
well.

4. Matching demand and supply – 

A major problem for any retailer to shift to brands other then bisleri is the
regular supply and refill capacity of Bisleri. The more production Bisleri
has, the more market it will conquer and the more it will be able to match
demand with supply. This will increase its revenues tremendously.
Threats in the SWOT Analysis of Bisleri :

1. Competition : 

Indian markets is getting crowded in this product category. Giants like

Coca-Cola, Pepsi and Tata Global Beverages have launched packaged
mineral water in the country. This can affect the market share of the
company and thereby cut its profits and revenues.

2. New big Players eyeing the market : 

Apart from this there are several other giants that are eyeing the lucrative
mineral water industry of India. Nestle, Tata, HUL and DS group are all
eyeing this market. This would increase the competition to the next level.

3. Localised players : 

Because the barriers to entry are very low for packaged drinking water

industry, there are many competitors who have cropped up in various
places. As they have a smaller operation then Bisleri, they are able to give
higher margins to retailers and capture the market in pockets. This is
affecting Bisleri where small pockets in urban areas are concerned.

4. RO and Filters : 

The increase in the sales of water filter and ROs in the country is also an
issue to the sales of Bisleri. People prefer their home water when travelling
then to buy a bottled water from a retailer. And as the rates of such filters
are falling the threat is increasing.

5. Counterfeiting : 

Local and illegal manufacturer package their products similar to Bisleri and
sell it across local destinations harming the market share of Bisleri.
6. Changing Government Policies: 

For every drop of water packaged some needs to be given back to the earth
and create sustainability in the environment. Bisleri would need to change
their production style and suit the government norms. This would increase
their cost of production and thereby make their products costlier or drive
their profits down.
 Bisleri’s Marketing Strategies in India

Bisleri is the most popular packaged drinking water brand in the country with a market
share of 36%. They are followed by Kinley, Aquafina and others. In addition to this,
Bisleri also sells soft drinks and other packaged goods.

The Beginning of Bisleri

Bisleri originates from a small town in Italy, after its founder Felice Bisleri. Upon an
interaction with Parle’s founder, Shri Jayantilal Chauhan, Bisleri was bought over by
Parle in 1949, and this is when the company started selling packaged drinking water. The
idea of Bisleri comes from selling reserved rainwater, that was appreciated by the mass
public in India.

Product Strategy

With a fine line of selling packaged drinking water in the 1900s, Bisleri has come a long
way.It went on to further sell carbonated and non carbonated drinks and juices. Today, it
also sells a selective line of facial tissues.

Pricing Strategy

Bisleri’s pricing strategy is supposed to be safe and affordable. They have used a mass
pricing strategy where the bigger the volume, the lesser is the price, that has helped the
company grow substantially. Its 1 litre variant costs Rs. 20 and its 2 litre variant costs Rs.
30 only.

In addition to this, the company has varying prices for public properties like cafes,
theaters and malls. This location pricing strategy makes its bottles comparatively higher
in these public places.
Marketing Campaigns

Since the company has been around for decades now, it has tried almost every
promotional strategy. These are some of the best of the lot,

‘Har Paani Ki Bottle Bisleri Nahi’

Bisleri tried to reinstate the fact that no other brand comes close to theirs, in terms of
quality and pricing. This is done in the most clever manner through this thirst-quenching
advertisement.

‘One Nation, One Water’

Bisleri also came up with a campaign in 2017 to connect with people from different
regions and cultures. They developed a package with a different language to showcase
the same. Watch this advertisement now.

Hence, it definitely brings us to the conclusion that the company has excelled its way into
creating something unique, standardized and cost-effective, not just for the consumers but
also for themselves. They have reached great heights of success in helping people engage
with their brand.

Promotion partners

bisleri mineral water Sales promotion agencies , Food and drink distribution is a complex
business with thousands of customer businesses with their individual needs from their
 wholesalers and product manufacturers. There’s also an increasing number of ways to engage,
inform and supply those customers.

Our members provide food and associated products to over 400,0 retail and catering businesses,
either by direct delivery or via cash and carry depots. Their customers range from small
independent stores to large restaurant chains, and from local coffee shops to hospitals and
schools.
As well as providing the perfect product mix for each of these diverse businesses, wholesalers
support their customers with merchandising materials, business advice, training courses and
inspirational ideas.

Bisleri partners with Tata Mumbai Marathon for its 'Bottles for Change' initiative

‘Bottles for Change’ is aimed to educate the public about the importance of sending all
kinds of plastic for recycling and not to treat it as waste which leads to a cleaner
environment.

Bisleri is all set to introduce its ‘Bottles for Change’ initiative to a larger audience by
collaborating with the 17th Edition of World Athletics Gold Label Road Race
Tata Mumbai Marathon (TMM), scheduled to be held on January 19, 2020.

According to the company, the initiative that aims to educate the citizens about the
importance of recycling plastic, has joined hands with Tata Mumbai Marathon in order to
get the participants involved into plastic recycling and contributing towards a cleaner
environment.

'Bottles for Change' will be placing 20-25 sets of 3 bins signifying the image of the
recycled products across the race track. The participants can choose to throw the
used plastic bottle in one of the bins – with each of the bins signifying the product made
out of plastic recycling.

First Bin will be dedicated to make a Bag out of the used plastic bottles; Second Bin
indicates that you are giving the used bottle to make a T-shirt & Third Bin specifies that
you are giving the used bottle to make a Cap. The used bottles will be collected and
directly sent for recycling with the help of partner recyclers.

Runners will be alerted on ‘the chance of giving their bottles a second life’ on the expo
and on the race day through social media announcements and mailers by 'Bottles for
Change'.

Additionally, 'Bottles for Change' has introduced a mobile app for the citizens of Mumbai
which aims to bring the citizens and the Plastic Collecting Agents
(Kabadiwallahs/NGOs) under one roof.

The app provides a hassle-free option to the citizens to search and approach a nearby
plastic agent to handover the clean plastic

SCOPE OF STUDY

To conduct this research the target population was the break down service users.
who are using break down service.
Targeted geographic area of Delhi NCR. Sample size of 100 persons was taken.
To these 100 people a questionnaire was given, the questionnaire was a combination of
both open ended and closed ended questions.
The date during which questionnaires were filled.

Some dealers were also interviewed to know their prospective. Interviews with
the managers of break down service providers were also conducted.
Finally the collected data and information was analysed and compiled to arrive at
the conclusion and recommendations given

OBJECTIVES OF THE STUDY

1. To study the marketing strategies adopted by Biskri

2. To study the advertising effectiveness Biseri on customer

3. To analyze the awareness of consumer regarding Bisleri

4. To understand the reason behind the purchase of Biseri product
5. Another objectives of study was to perform Competitive analysis between Bisleri
and its competitors.

MARKETING MIX

Marketing is an ongoing process of planning and executing the marketing mix (Product.
Price, Place, Promotion) for products, services or ideas to create exchange between
individuals and organizations.

Marketing tends to be seen as a creative industry, which includes advertising, distribution

and selling It is also concerned with anticipating the customers' future needs and wants.
which are often discovered through market research
Essentially, marketing is the process of creating or directing an organization to be

successful in selling a product or service that people not only desire, but are willing to
buy.
Therefore good marketing must be able to create a "proposition" or set of benefits for the
end customer that delivers value through products or services.

Its specialist areas include:

 Advertising and branding

 Communications
 Database marketing
 Direct marketing
 Event organization
 Field marketing
 Global marketing
 International marketing
 Internet marketing
 Industrial marketing
 Market research
 Public relations

A market-focused, or customer-focused, organization first determines what its potential

customer's desire, and then builds the product or service. Marketing theory and practice
is justified in the beef that customers use a product or service because they have a need,
or because it provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and
the retention and expansion of relationships with existing customers (base management).
Once a marketer has converted the prospective buyer, base management marketing takes
over. The process for base management shifts the marketer to building a relationship,
nurturing the links, enhancing the benefits that sold the buyer in the first place, and
improving the product/service continuously to protect the business from competitive
encroachments.

For a marketing plan to be successful, the mix of the four "P's" must reflect the wants and
desires of the consumers or Shoppers in the target market. Trying to convince a market
segment to buy something they don't want is extremely expensive and seldom successful.
Marketers depend on insights from marketing research, both formal and informal, to
determine what consumers want and what they are willing to pay for. Marketers hope that
this process will give them a sustainable competitive advantage. Marketing management
is the practical application of this process. The offer is also an important addition to the
4P's theory.
When marketing their products firms need to create a successful mix of:
the right product

sold at the right price

in the right place
using the most suitable promotion.

To create the right marketing mix, businesses have to meet the following conditions:
The product has to have the right features - for example, it must look good and
work well.
The price must be right. Consumer will need to buy in large numbers to produce a
healthy profit.
The goods must be in the right place at the right time. Making sure that the goods
arrive when and where they are wanted is an important operation.

The target group needs to be made aware of the existence and availability of the product
through promotion. Successful promotion helps a firm to spread costs over a larger
output.
 COMPANY PROFILE

The origins of Bisleri lie in Italy, and the brand owes its name to founder Felice Bisleri,
an Italian entrepreneur. In India, Bisleri set up a plant in Mumbai for bottling and
marketing mineral water. which was first of its kind in India. However, it did not quite
work. Among other reasons, the fact that the Indian consumer was unprepared to accept
bottled mineral water was responsible for is failure. Consumer mindsets were more
geared towards boiling water at home

In 1969. Parle bought over the' Bisleri' brand. In those days Biseri water was available in
glass bottles. Parle's taking charge of Bisleri did not make a dramatic difference to the
brand's fortunes immediately. While it did gain in terms of visibility and reach
(piggybacking on Park's existing distribution network), efforts to expand the bottled
water market were not exactly painstaking Parle at that particular time was interested in
making soda water and not mineral water. There were just minor initiatives on part of the
company for making mineral water as it was not considered to be a very profitable
business at that time a people still considered boiling water to be a safer bet than mineral
water. Moreover they were not ready to pay for a commodity like water which was so
abundantly available.

In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that
significantly made a difference in the sales. The buyers, then, were mainly the upper class
– the trendy people.

In 1993, Coca-cola bought parle's soft drink brands- thums-up, limca etc. While Coca-
Cola actually bought over Parle's beverages, it agreed to a settlement that allowed the
multinational to bottle and distribute Bisleri soda for a time frame of five years. The
charge of Bistri water, however, remained with Parle. The upsurge in the sales of Bisleri
started from this point as Park sold off its stable of brands to Coca-Cola. This was the
time when is started concentrating on making Biseri a success in the domestic mineral
water market. The reason why Parle chose to retain the Bisleri name was that Parle saw a
fairly lucrative business of mineral water in Bisleri's equity.

The real shift in company's policy towards mineral water industry came in 1998, although
the conscious efforts had already been started in 1994. This change was primarily
because of the fact that the people, at this time, had started becoming more health
conscious.

PRODUCT PROFILE

"It's a compliment being generic to the category, but it's not very good when consumers
think any mineral water brand is Bisleri" Biseri, a product established in India by Ramesh
Chauhan, Chairman of Parle Aqua Minerals has become a generic brand. Bisleri was the
first marketed bottled water in a totally virgin market. The brand has become
synonymous with mineral water; consumers accept any brand offered by the retailer
when they ask for Bisleri.

So far Ramesh Chauhan's Bisleri enjoys the largest market share of 56% in the Rs1 100
crore mineral water market and is growing at the rate of 180% per annum Annual sales
of Bisleri have touched Rs400 crores. In seventies, 'Bisleri was the only mineral water
which had national presence and the sale was to the tune of approximately one hundred
thousand cases valued at about Rs.60 lacs.

MANUFACTURING

A quick look at Bistri's manufacturing reach indicates that it is represented across the
country - North accounts for 35% of sales for the industry, West accounts for 30%, South
20% and the East 15%.In order to be available in untapped areas Biseri has setup 16
plants located all over the country - three-fourths of which are company owned. The
balance are run by franchisees. Bisleri has 5 plants in the North, 5 in the West- two of
which were setup in the last year at Ahemdabad and Surat, 4 in the South and 2 in the
East. The company has bottling units located in Chennai. Bangalore, Goa, Calcutta,
Mumbai, Dehi, Jaipur, Uttar Pradesh, Punjab, Indore and Nepal. The new plants are
being set up in states like Kerala. Orissa, Bihar and North Eastern States, which hitherto
have been unexplored by the company. It is also changing its production strategy and

shifting to a 10-hr production schedule with sudden increase in demand planned to be

met by additional production.
Bisleri has planned to expand its operations by investing 260 crore in the upgradation of
facilities. The 120-bottles per minute (BPM) capacity of the 16 units across the country
will be increased to 240 BPM.

Conscious of the environmental implications of its PET bottles, the company is to set up
recycling plants at Delhi and Chennai, each with an outlay of Rs.50m These will process
500 kg of PET per hour. The processed material will be an input for polyester yam
manufacturers. In centers other than Delhi and Chennai, the company will set up crushing
units to crush the used PET bottles.

The company's expansion plans will see is water bottling capacity go up from the present
400 million litres to 500 million litres. Parle Biseri Limited (PBL) is planning to invest
Rs 200 crore to increase is bottling capacity and double its turnover. The expansion will
also increase the number of company's bottling plants from 16 at present, to 25. The company
will set up all the new plants as green field plants. It doesn't have any intentions to acquire any
existing plants.

DISTRIBUTION
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. Large tracts of the country have not been
explored by he national brands.which explains the proliferation of smaller brands.

Bisleri's strategy is to build a direct distribution system at an all-India level. Currently,

Bisleri has around 80000 retail outlets in the country with about 12000 each in the Metros
of Delhi and Mumbai. It is intended to increase this number to 10 lakh outlets in order to
expand brand's reach That means serious investments in company-owned trucks and
carts. Parle hopes to double its existing fleet of 1000 trucks. This would make it the
largest fleet owner in the country.

In order to service the home segment, the 5 litre packs are being pushed through the route
of "Fat Dealers"( wholesale dealers) who are retailers as well as stockist and serve as
supply points from where customer can pick the required quota. The customer can call
the fat dealer and place order for home delivery of the 5 litre pack. 180 of these dealers
are already functional, and more are in the process of being appointed. "The idea is to
make Bisleri all- pervasive,".
The company plans to have its own distribution network in places where it has its own
plants. Franchisees would manage the distribution in their respective areas of operation.
 PACKAGING

Variety is spice of life. Today for any business organisation to be successful it has to
provide its customers with the differentiated product that is a value buy for them. In order
to cater to the changing needs of the customers the business has to continuously come out
with the variants of the product so that it can target the maximum segments.

Today, Acqua Minerals offers a variety of packaging options:150 ml. 300 ml, 500 ml, 1
litre. 2 litre, 5 fire, and 20 Hire. The S-Hire bottles account for 35 per cent of sales
showing a growing health concern among the Indian society. I fire bottles account for 30
percent of the share. whereas the 500 ml bottles taking up 15 per cent. The remaining
sizes share the rest of the contribution.

The 2 Hires bottles were introduced to slowly and steadily replace the conventional I lire
bottles. This would give them an advantage over others. The 500-ml category was re-
focused as a trendy product, targeted at the teenage crowd and for the roadside
consumers

Acqua Minerals is currently a supplier to Indian Airlines with 125-ml cups. The five-litre
packs, launched in December 1999 in Goa, are currently available in six cities, including
Delhi, Bombay and Bangalore, and sell over 5.000 bottles a day.
 BISLERI PACKAGING VARIATIONS

Following is a quick overview of the various packaging options

provided by bisleri along with the target consumers:
CHALLENGES IN FRONT OF THE BISLERI

The company had the share of more than 50% of the national market. But now the share

of the company is going down, in the pie of the national market. Until recently there was

competition with only the unorganized sector. Now, having drowned out by the small-

scale emulators with a 40% share of the national market, company now is limbering up

for another contest - from the multinationals.

Other than the financial constraints up to an extent, the company has to focus on the
marketing

management of the product. In light of the challenge in front of the company and its
current

strengths and position, we have incorporated the marketing mix to counter the marketing

strategies of the competitors by developing its own marketing strategies.

 ADVERTISING CAMPAIGN

While designing the advertisement campaign, it is necessary to keep in mind the opinion
leaders. Youth are the opinion leaders of the present time. And thus it becomes necessary
to design the campaign keeping the youth in mind. The opinion leaders would further
trickle down the message to the less active members of the society.

This is exactly what Bisleri is doing. Bisleri has started an advertisement campaign
stressing the point of purity and flaunting the patent right the company has over the
breakaway seal. The company has tried to put the message across louder, by using the
ad campaign that catches the eye of everyone, specially the youth. Otherwise, we find
no reason of making an advertisement of mineral water look like an advertisement
of condoms.
MESSAGE CONTENT OF THE CAMPAIGN:

Biseri that was loking for a differentiator decided to make the breakaway seal the symbol
of purity. The tamper-proof seal was developed, around which the communication was
woven. The campaign stresses the safety provided by the break away seal by illustrating
the ease with which conventionally sealed bottles can be refilled and recycled.
The objective with the campaign would have been to highlight the tamper-proof seal and
create doubt in the consumer's mind of the purity of the other brands. That is, Bisleri is
the only one that guarantees purity and keeps you Safe

New advertisement campaign of Bisleri is eye catching. This is what

the company should do. And also the company should make the message clearer to
the customers that it has the patent right over the breakaway seal.
Apart from a high dose of investments on expanding bottling capacities and an ad budget
that's risen six-fold over last year, if Bisleri wants to penetrate every possible segment of
the market, it can do that by introducing more pack sizes and establishing the brand
strongly with trendy new packaging.
Apart from creating consumer pull with campaign, the company, to increase its sales
would have to do the sales push as well. For that it would have to give the retailers and
other stockiest
high trade margins and incentives for keeping the product. This is very important in case
of this product because consumers would take up what is available to them at case and
whatever retailer is giving. Bisleri has introduced attractive schemes to push the 51tr.
bottles and
margins are as high as Rs 8. Detractors feel that, in the long run, retailers will not push
this.
 COMPETITION FOR BISLERI

Bisleri is busy working on a strategy to soak up the competition and protect his water
kingdom.
At the end I would like to say that being a market leader Bisleri have to adopt few things
as follows because previously it was working under an environment which was
equivalent to monopoly. Because he was the initiator in water trade business, but as the
changing rules of business and market, one has to adopt & implement different &
effective strategies at the right
time to attain a position in this competitive world.
I would recommend the few things to the company.

 Develop new marketing strategies due to raising competition in water trade.

 Give more margins to the retailers and distributors so that they eagerly
participate in increasing the company revenue by rising sales.
 Reducing the cost of production by finding. changing & adopting new advance
technologies.
 Should respond to the competitors when they give something new to the
consumer by giving the same or better.
 Should give more stress & attention to the media and advertising.
 Should give proper service to the existing consumers.
 Reducing the delivery time and the water will be refilled within half an hour of
the phone Call
 Awareness programmes about the hygiene water in schools & colleges.
 Displays of hot & cold dispensers and bottles at places like airports, metro
stations.
 The company should organize camps at various parts of the city. Also road how
to bring
 about the difference between mineral water and purified water.
 AQUAFINA

Aquafina is an American brand of purified bottled water that is produced by PepsiCo,

consisting of both unflavored and flavored water. The Aquafina brand name is also
licensed for use on multiple skin care products, including lip balm and wrinkle cream.  It
was first distributed in Wichita, Kansas in 1994, before becoming more widely sold
across the United States, Canada, Spain, Peru (called "San Carlos"), Lebanon, Turkey,
the GCC countries, Iran, Egypt, Morocco, Vietnam, Pakistan, and India to compete
with The Coca-Cola Company's Dasani and Dr. Pepper Snapple's Deja Blue. As of 2009,
Aquafina represented 13.4 percent of domestic bottled water sales in the United States,
making it the number one bottled water brand as measured by retail sales.
 KINELY

Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and

sold in many large European and Asian countries. Its carbonated forms are used
for mixers, and also available in a variety of fruit flavors.The Kinley brand is used by
Coca-Cola for two types of drinks:
Packaged water A carbonated water with a wide array of variants: tonic, bitter lemon,
ginger ale, club soda and fruit flavored.
Available in Austria, Bangladesh, Belgium, Bulgaria, Czech Republic, Denmark, El
Salvador, Germany, Greece, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldi
ves, Moldova, Nepal, Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzer
land and Zambia. Kinley Lemon was one of eight international soda flavors featured and
available for tasting at Club Cool in Epcot, but was retired in October 2013.
 BRIJEEL

Brijeel aqua has been one of the leading providers of the purest packaged drinking water
since 2001.
Our stringent filtering process and immaculate distribution is what makes us stand apart
from the rest.
Our fully automatic manufacturing facility has a large production capacity. It has been
equipped with all modern state of the art machines. The plant is spread across in 20000
Sq. feet area with the huge storage spaces for raw materials and finished goods.
The company was acquired by a new management in 2012 and was re-launched with an
new brand image and a new vision for the future.
One of the leading packaged water suppliers in the state of Maharashtra, Brijeel is
moving strong in its mission of providing pure water to the whole nation.
 PARLEY BAILLEY

Parle Agro is an offshoot of Parle Products, which was founded in 1929 in British India.
It was owned by the Chauhan family of Vile Parle, Mumbai. The original Parle company
was split into three separate companies owned by the different factions of the original
Chauhan family:
Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G,
Melody, Mango Bite, Poppins, Kismi Toffee Bar, Monaco and Krack Jack)
Parle Agro, led by Prakash Chauhan and his daughters (owner of the brands such
as Frooti and Appy)
Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle".
 FUTURE PLANS

Bisleri was the first to market bottled water in totally virgin markets and naturally
people associate the brand with bottled water .now Bisleri is perhaps already 10
steps ahead of its competitors and will endeavours to widen its gap in the times to
come,
some of the future plans of the Bisleri
1. New pack sizes in bottles and cups.
2. Increase the distribution network with an investment of over 200 crores.
3. Strengthen presence in traditionally weak areas by setting up 12 new bottling
facilities at the cost of Rs 150 crores.
4. Bisleri planning to diversify into fruit juice business. It has already set up a fruit
-juice plant in Chitor AP.
5. The company plans to go in the neighbouring countries like Nepal and Bhutan.
6. The company planning to open the Bisleri retail outlets ---these are the shops
where only Bisleri will be sold.
 CONCLUSION

The players who will endure will be those who have a strong regional presence, Take the
case of Team, which enjoys immense popularity in TamilNadu. Similar brands with a
regional presence are Siruvani, and Koday. Thus, new players will be looking for a
distinct positioning. One such brand is Pepsi's Aquafina, the largest selling bottled water
brand in the US. After its successful test launch in Mumbai and Bangalore, Aquafina was
released in Chennai, Ahmedabad, Vadodara, and Pune. Pepsi has invested over Rs.5
crore in the new Aquafina water project in Maharashtra, which is the only Aquafina plant
outside the US.

According to the executive vice president, corporate communications, Pepsi Foods Lid.
*Aquafina will be helped by Pepsi's network. Moreover, Aquafina will be served
absolutely chilled." That makes sense too, since surveys have indicated that an
overwhelming majority of the bottled water that is consumed in India is by people who
are travelling With the big players, who have the support of the financial muscle and a
large consumer base in other categories with them, like Pepsi, Britannia, Nestle and Coke
- the battle is the tougher arena of brand building. All the multinationals are looking at
high-octane advertising targeting specific consumer segments. Sensing troubled waters
ahead, Bisleri is busy working on a strategy to soak up the competition and protect his
water kingdom.
At the end I would like to say that being a market leader Bisleri have to adopt few things
as follows because previously it was working under an environment which was
equivalent to monopoly. Because he was the initiator in water trade business, but as the
changing rules of business and market, one has to adopt & implement different &
effective strategies at the right time to attain a position in this competitive world.

I would recommend the few things to the company. Develop new marketing strategies
due to raising competition in water trade. Give more margins to the retailers and
distributors so that they eagerly participate in increasing the company revenue by rising
sales. Reducing the cost of production by finding. changing & adopting new advance
technologies, Should respond to the competitors when they give something new to the
consumer by giving he same or better. Should give more stress & attention to the media
and advertising.

Should give proper service to the existing consumers.

Reducing the delivery time and the water will be refilled within half an hour of the phone
Call Awareness programmes about the hygiene water in schools & colleges.
Displays of hot & cold dispensers and bottles at places like airports, metro stations,
The company should organize camps at various parts of the city. Also road how to bring
about the difference between mineral water and purified water.
 RECOMMENDATIONS

1. Advertisement to build the brand image that will provide the required ground to
establish the authenticity to the product.

2. Flavoured water without sugar and artificial ingredients could be introduced so

that the consumers also has a healthy substitute to the softdrinks.

3. Bulk water delivery to home at no additional cost.

4. Company like Acquafina & Kinley should come up with other big bottles variant.

5. POP (Point of Purchase) displaying the cost of water at Rs. 2 per milt as the
perception of the people is that mineral water cost Rs. 10 per LL.

6. Awareness programs at health club , schools & Nursing homes.

7. To win over the consumer be lief and faith over the genuity of the product.
8. Display of hot and cold dispensers and bottles at places like hotels, clubs and
airports where upper class group visits as they are the potential customers. Place
like departmental stores, petrol pumps and super bazaars can also be considered.
9. Mineral water in polybags like milk be more convenient to the consumers.
10. The company should organise camps at various part of the city also road show to
bring about the difference between mineral water and filter/purified water and to
tell the people how mineral water is more hygienic than filtered water/purified
water.
11. To aware people the cost bene fit analysis to the customer of how the mineral
water would cost less and benefit more, because people using purifier system cost
too much.
12. From the study it has been found that majority of the people does not have any
brand preference. The company should establish brand image in mineral water
with the help of advertisement & better service to the customers.
13. To win over the consumer faith over the genuinety of the product the company
should have redressal forums where people can convey their grievance.
14. Water storing fridges should be provided to retailers by big brands.
15. 'Buy two bottles get one' like offers can also be introduced by big brands.
16. Pirated or copied variants of branded water to be stopped.
17. Plastic quality of bottle can be improved as specially middle class segment don't
want to throw plastic bottles after water consumption and like the same bottle to
be used in future or domestic purposes.

The redressal forum should be located zone wise and the company should see the
zonal head reports every day regarding the grievances of the customers. The
company should make proper arrangements to get away with the grievances of the
consumers as soon as possible.
 FINDINGS OF RESEARCH

1. Out of 100 retailers, everyone stored mineral water and basically these shops were
centrally located to the market and were basically general store. confectionery shop and
small kirana shop.

The survey revealed that almost every shop stored mineral water, the refore it can be
interpreted that mineral water in current market scenario is on gene ral demand and
retailer enjoy selling it, as the get good margin out of it.
2. Brand of mineral water kept by the retailers the survey revealed that out of 100
retailers surveyed, all over Delhi, 70% of the
retail is kept Bailey's mineral water, 25% Kinley, 30% Aquafina, 40% Yes and 50%
the retailer kept Hello mineral water.
However it can be noted that retailers prefer Bisleri mineral water which has got a share
of 70% this is so because people or customer recalls mineral water with the brand name
of Bisleri. The new entrants basically Aquafina and Kinley is been kept by 30% and 26%
of the retailers and they consider that this product will soon capture market share as
the brand name will speak its quality.
 ANEXXURE QUESTIONAIRE

Q1. What is your age?

a. Under 20

b. 21-30 years

c. 31-40 years

d. Above 40

Q2. What is your gender?

a. Male

b. Female

c. Others

Q3. What is your designation?

a. Student

b. Employee

c. Business man

d. Entrepreneur

Q4. Do you use mineral water?

 a. Yes

b. No

Q5. If no then why not?

a. Price is the concern

b. Carry home water

c. Health is not an issue

Q6. If yes then why mineral water?

a. Health conscious

b. Convenience is the key

c. Others

Q7. On what occasions do you usually use mineral water?

a. When traveling

b. In college

c. To the office

d. At home

e. Hotel

f. Other

Q8. Do you think of a specific brand when you think mineral water?

a. Aquafina
 b. Kinley
c. Bisleri
d. Brijeel

Q9. If any specific brand then the reason

a. Price
b. Purity of water
c. Trust in the brand
d. Availability
e. Others

Q10. Do you have aqua guard, zero B, at home?

a. Yes
b. No

Q11. If the price of another brand of mineral water is reduced would you shift your
brand?

a. Yes
b. No
 9%
10%

23% 59%

Under 20 21-30 31-40 Above 41

INTERPRETATION

Q1. What is your age?

e. Under 20

f. 21-30 years

g. 31-40 years

h. Above 40
 female
28%

Male
72%

Male female

INTERPRETATION

Q2. What is your gender?

d. Male

e. Female

f. Others
 18%
Student
employee
business man
48%
entrepreneur
22%

12%

INTERPRETATION

Q3. What is your designation?

e. Student

f. Employee

g. Business man

h. Entrepreneur
 22%
Yes
No

78%

INTERPRETATION

Q4. Do you use mineral water?

c. Yes

d. No
 14% price is the concern
carry home water
health is not an issue
46%

40%

INTERPRETATION

Q5. If no then why not?

d. Price is the concern

e. Carry home water

f. Health is not an issue

 11%
Health conscious
convenience is the key
others
52%
37%

INTERPRETATION

Q6. If yes then why mineral water?

d. Health conscious

e. Convenience is the key

f. Others
 hotel
32%
office
38%
college
while traveling

12%
18%

INTERPRETATION

Q7. On what occasions do you usually use mineral water?

g. When traveling

h. In college

i. To the office

j. At home

k. Hotel

l. Others
 8%

29% aquafina
kinley
bisleri
brijeeel
42%

21%

INTERPRETATION
Q8. Do you think of a specific brand when you think mineral water?

e. Aquafina
f. Kinley
g. Bisleri
h. Brijeel
 16% 20% price
purity of water
trust in the brand
availibility

20%

44%

INTERPRETATION
Q9. If any specific brand then the reason

f. Price
g. Purity of water
h. Trust in the brand
i. Availability
j. others
 36% yes
no

64%

INTERPRETATION
Q10. Do you have aqua guard, zero B, at home?

c. Yes
d. No
 41%

59%

yes no

INTERPRETATION
Q11. If the price of another brand of mineral water is reduced would you shift your
brand?

c. Yes
d. No
 BIBLIOGRAPHY

1. www.marketingmind.in
2. https://www.marketing91.com/marketing-mix-bisleri/
3. https://economictimes.indiatimes.com/markets/stocks/news/5-reasons-why-
bitcoin-cryptocurrency-prices-are-on-the-rise/articleshow/80764149.cms
4. https://customwater.com/purification/
5. https://www.owler.com/company/bisleri