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    Presented To, Prof. Murgesh Gaglani

    Uploaded by

    Harsh Patel
    This case study examines the packaged drinking water industry in India and the challenges faced by Bisleri, the market leader. In the 1990s, Bisleri dominated the market with 70% share but faced increased competition from Coca-Cola and Pepsi in 2000-2001. While Bisleri remains the top brand, its market share has declined. The study analyzes Bisleri's strengths and weaknesses, opportunities and threats from competitors, and recommends strategies like continuous innovation, rural market expansion, and introducing new product lines to maintain its leading position in the growing packaged water industry.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Presented To, Prof. Murgesh Gaglani

    Uploaded by

    Harsh Patel
    118 views20 pages
    This case study examines the packaged drinking water industry in India and the challenges faced by Bisleri, the market leader. In the 1990s, Bisleri dominated the market with 70% share but faced increased competition from Coca-Cola and Pepsi in 2000-2001. While Bisleri remains the top brand, its market share has declined. The study analyzes Bisleri's strengths and weaknesses, opportunities and threats from competitors, and recommends strategies like continuous innovation, rural market expansion, and introducing new product lines to maintain its leading position in the growing packaged water industry.

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    This case study examines the packaged drinking water industry in India and the challenges faced by Bisleri, the market leader. In the 1990s, Bisleri dominated the market with 70% share but faced increased competition from Coca-Cola and Pepsi in 2000-2001. While Bisleri remains the top brand, its market share has declined. The study analyzes Bisleri's strengths and weaknesses, opportunities and threats from competitors, and recommends strategies like continuous innovation, rural market expansion, and introducing new product lines to maintain its leading position in the growing packaged water industry.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    118 views20 pages

    Presented To, Prof. Murgesh Gaglani

    Uploaded by

    Harsh Patel
    This case study examines the packaged drinking water industry in India and the challenges faced by Bisleri, the market leader. In the 1990s, Bisleri dominated the market with 70% share but faced increased competition from Coca-Cola and Pepsi in 2000-2001. While Bisleri remains the top brand, its market share has declined. The study analyzes Bisleri's strengths and weaknesses, opportunities and threats from competitors, and recommends strategies like continuous innovation, rural market expansion, and introducing new product lines to maintain its leading position in the growing packaged water industry.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    Case Study on

    Reinventing of Bisleri

    Presented to,
    Prof. Murgesh
    Gaglani
    GROUP MEMBERS
    HARSHADA MAHADALKAR 86

    JAMUNA AGRAWALLA 102

    KAUSHAL VEDANT 114

    MANDAR TERSE 130

    MOHD. IBRAHIM MIRZA 149

    SANTOSH SHAD 244

    SUFIYAN PATEL 267

    VIJAY DINDRAMA 287

    ZEUS MISTRY 302


    BACKGROUND OF THE CASE
    In 1990 Parle Bisleri had become synonymous with
    branded water & had a market share of 70%.

    Other players position them self as packaged drinking


    water.

    In 1990 Bisleri comes up campaign of Pure and Safe ad.

    But in 2000-01 , company face major competition from


    Coca-Cola & Pepsi.

    The market share of Bisleri decline, starting loosing the


    No.1 position from the market.

    In September 2000, Parle Bisleri launched its Play Safe ad


    campaign.
    PACKAGED DRINKING WATER INDUSTRY 2008
    Rs. 1500 crore packaged water industry

    The industry which is growing at the rate


    55% per anum

    Estimated to grow around Rs. 1800 crore


    by 2010

    Approximate 20% brands in organized


    market & around 80% Local Brands
    THE MAJOR PLAYERS IN PACKAGED
    WATER INDUSTRY
    Parle's Bisleri

    Coca Cola Kinley

    PepsiCo Aqua Fina

    Manikchand Oxyrich

    Parle Agro Bailley


    Major Players Market Share in India
    2008
    Bisleri Profile
    A Italian origin company.

    Parle bought over Bisleri in India In 1969

    Currently 54 bottling plants , 9 plants are company


    owned & rest are franchisee or contract packers.

    Company put through multiple stages of purification,


    ozonised & finally packed for consumption.

    Company commitment to offer every Indian pure &


    clean drinking water
    Strengths Weakness
    Bisleri is the synonymous with branded No continuous innovation in the product
    water
    Not able to penetrate on premium
    Bisleri is the pioneer in the market segment

    Major market share Not more focus on advertisement

    Generic name for packaged drinking water

    40 years old brand so name its self is


    TRUST

    Focus on safety

    Opportunities Threats
    Can enter in the market of juices & From the players like Kinley, Aqua fina,
    beverages Himalaya Bailley, & Other local & rural
    products
    Can enter in the market of water purifier
    New enters in the market like Amul
    Can tab the maximum rural market of the
    country If government ban on plastic use then
    company will be in trouble
    Tie-up with railway canteen & stalls
    PORTER'S 5 FORCES
    Continue
    Bargaining Power of Suppliers
    Increase in the cost of Raw Material (cap cost , labeling
    cost, bottle cost, carton cost)
    Suppliers supply raw material to local players
    As plastic bottle banned another substitute will be glass
    bottle

    Threat of Substitute
    Substitute are Fruit Juices, Health Drinks ,Soft Drinks
    Juices like Real , Slice Mangola , Priya gold Treat, Coca Cola
    Continue
    Intensity of Rivalry Firms
    Local brands are major contributing 80% of market share
    Around 200 registered brands in India

    Bargaining Power of Buyers


    Local brands are available in the market in the cheap price
    Buyers have choice from wide variety of suppliers
    Demand is more in the market but branded suppliers is less
    compare to local suppliers

    Barriers to Entry / New Product


    New entrants in the market like Amul Narmada Neer
    Market is growing which attracts new entrants
    Segmentation
    Geographic
    - City Size:- Mostly Major Cities & Sub Metros
    Climate:- Hot & Humid
    Psychographic
    Lifestyle:- Travel Freak
    Personality:- Health Conscious
    Demographic
    Family Size:- Mostly Individual &
    Sometimes Families
    Corporate
    Behavioral
    Benefit:- Thirst & Quality
    Brand Loyalty:- Split Loyal
    Targeting
    Targets middle segment people

    Price of the Bottle is such that can be


    affordable to the all segments

    Company planning to target more


    towards lower segment
    Positioning
    Where is the Product in the
    Customers Mind

    Mineral Water
    Bisleri

    Aquafina Brain Cells

    Kinley

    Oxyrich

    Himalaya

    Brilliant
    Best
    Product

    A range of products
    that suits all the
    occasion

    For daily traveling consumption (250ml cups,


    250ml & 500ml bottles)
    For Long traveling consumption (2, 1.5 & 1 Ltr.)
    For Office, Home, Marriage or Meeting use (5 &
    20 Ltr. Returnable packs)
    Price

    Comparative Pricing
    Geographical Pricing (Transportation
    Chugs)
    E.g. Gujarat Village Rs.5/- Per Ltr.
    Mumbai Rs.12/- Per Ltr.

    Product Line Pricing


    Image Pricing
    Old Pack Rs.5/-Per 500ml
    New Pack Rs.9/-Per 500ml
    Place

    Intensive Distribution
    25 bottling units

    A fleet of 2,000 vehicles

    1,20,000 retail outlets ,12,000 each in


    the metros of New Delhi and Mumbai
    Promotion
    Advertising Campaign
    First Ad Campaign
    PLAY SAFE

    Second Ad Campaign
    The Sweet taste of Purity

    Third Ad Campaign
    Bisleri The Mountain Water

    Fourth Ad Campaign
    Bisleri bottle falling from mountain
    Recommendation
    Keep Innovating at regular interval

    Improve penetration in the market which includes rural


    market

    Advertise regularly to maintain top of mind recall

    Improve ties up resorts & restaurant

    Introduce sparkling water to cater to niche category &


    obtain more shelf space

    Keep tab for duplication


    tHaKu
    YoU

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