Brand Management

Brand – Bisleri

Rushikesh Pednekar (Roll No-191)

Aditi Salunkhe (Roll No – 196)
Isha Kharvi (Roll No-176)
Revati Karnik (Roll No-173)
Amol Madne (Roll No-180)
 Elaboration On Brand Elements
 Brand Name
 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 1965 in Mumbai in glass bottles in two varieties – bubbly & still.
 Logo
 The logo is simple with word 'Bisleri' written in white font on cyan background, it represents the simplicity
and purity of brand.
 Theme Line
“Har samjhdaar jante hai ki har pani ki bottle Bisleri nahin. This is the main tagline of Bisleri.”
This is the main Tagline of bisleri.

 Colour
 Bisleri goes Green. Bisleri changed its blue label to green in 2006.
 The change to aquagreen colour was recommended to set Bisleri apart from other bottled
water brands available in blue package.
 It was also in line with the increasing global interest in ecology and green earth concepts.
 Graphics
 In Bisleri there are no such graphics included as the logo itself is completely simple and the
Bisleri format is also in simple form.

 Sound
 Bisleri has funky sound effects while taking the brand name in the end of the tv commercial. And
also they have given voice to the camels to show something new and unique in it.

 Movement
 Bisleri has the movement of the camels running on the dessert in the search of water. One of the
tv commercial of them also shows that one should drink hygiene and clean water. Which means
they provide the clean, hygiene and full of minerals water.
 Smell
 As water is odourless there is no such smell to the packed water bottle.

 Taste
 As the Bisleri water contains minerals there is kind off a sweet taste to the packed water bottle.
 Marketing Programs
 The company has been associated with various events such Indi World Music Day-Hard Rock
cafe, Pinkathon, racing event Volkswagen Vento Cup 2016 and many others.
 Segmentation, targeting, positioning in the Marketing Program of Bisleri –In order to understand
the market taste & preferences, it is essential to identify the characteristics of the population.
Bisleri uses a mix of demographic and geographic segmentation strategies.
 Since the company is operating based on the different SKU’s, therefore company uses selective
targeting program. It has positioned itself as a brand based on convenience as it is available in the
market through the extensive distribution network.
 Core Values
 Vision
 Our vision is to be the dominant player in the branded water business. We must expand and be a
leader in the premium beverage category.
 Mission
 We must have world class quality, at the lowest production and distribution cost. This will make
us an unbeatable leader, and we will have satisfied loyal customers.
 Values
 Bisleri believes in Integrity, Teamwork, Cooperation, Quality, Passion, Openness and
Transparency.
 Secondary Associations
 Bisleri International is an Indian brand of bottled water formed in 1969 by Jayantilal Chauhan
and Felice Bisleri. Bisleri conducts its major businesses in India, with 135 operational plants and
a network of 3,000 distributors & 5,000 distribution trucks. The company conducts business
across India and neighbouring countries. The company sells bottled water and flavoured drinks.
 Cause Marketing
 The brand continued to grow, foraying even into the rural markets. It was the first to introduce a
breakaway seal in 1997. Soon it was facing competition from other bottled mineral water brands
and in 2006, it decided to break through the clutter by changing the ‘blue’ colour packaging to
‘aqua green’, making it stand out.
 In 2017, the brand introduced labels in regional languages. This resonated with the consumer and
helped in weeding out counterfeit packs.Today, if the name Bisleri has become almost generic for
packaged mineral water, it is because it created the category from scratch and maintained its
position with good quality, hygiene, different size offerings (from 250 ml to 20 litres),
innovations and a centralised consumer care cell to handle queries and complaints.
 Green Marketing
 Bisleri goes green naturally news

New Delhi:
The Ramesh Chauhan-promoted Bisleri International, which pioneered the packaged drinking water business in India, catering to consumers' need to have

hygienic drinking water while on the move or even at home, is literally changing its colours and going for a makeover.The brand that was till now marketed as

packaged drinking water (cleaned through reverse osmosis) will now be available in a natural avatar.Bisleri International will invest Rs100 crore for the project

which constitutes a Rs40- crore investment in two plants in Uttaranchal and Himachal Pradesh in line expansion, Bisleri International chairman Ramesh Chauhan

said. The plants will come up next year.Chauhan said the rest of the investment of about Rs60 crore would go into infrastructure development. The investment

would be funded through internal accruals.Launching 'Bisleri Natural Mountain Water' he said the company was looking for four more locations from where we

look to source natural water. The likely locations would be in South and West India he said. Bisleri has 23 plants across the country producing bottled

water.Bisleri Natural Mountain water will be available in aqua green packaging against the blue packaging of old and will be available in six sizes. The company

is also planning an aggressive marketing and advertising campaign with a two-year budget of Rs60 crore.Chauhan said the new packaging has been adopted in

order to stand apart from the others and in Chauhan's words, "As leader, we want to differentiate ourselves and hence have adopted this aquagreen colour," he

said. Priced at a significant premium to packaged water Natural Mountain Water will be available for Rs20 per litre.The natural water segment, which accounts for

about 5 per cent of the total bottled water segment, is expected to grow by leaps and bounds as health awareness and disposable incomes rise. According to the

company the foray into spring water will be followed by an entry into the packaged ice segment (Bisleri Ice) as well into flavoured, vitamin and sparkling water

categories. The company is said to be setting up R&D facilities for ice and studying various packaging options.
 BAV Power Grid
A quality brand name is important for organisations; with a strong brand name, their products and/or
services are recognised by (potential) customers, suppliers, and other parties. All these groups will
directly link the brand name with a certain level of quality, assurance, and service. It is exactly for
this reason that large and reputable top brands perform better than smaller, unknown brands. The
Brand Asset Valuator Power Grid of the leading American communication agency Young &
Rubicam includes four quadrants, depicting brands and their development. Using this quadrant, one
can determine whether a brand is strong or not and what the consequences are for the turnover of the
product and/or services. In other words, the Brand Asset Valuator (BAV) measures the strength and
growth potential of brands and brand names. The model is based on the ImagePower model of the
American design agency Landor Associates. In the 1980s, they used this model to indicate that,
when it comes to brands names, a distinction should be made between ‘Esteem Index’ and ‘Share-
of-mind Index’, in which ‘esteem’ refers to the consumer’s appreciation for a certain brand and
‘share-of-mind’ to the level of brand recognition.
Brand Architecture
Brand Revitalisation And Reinforcement Strategies
 The marketing strategy employed when a brand has reached maturity and profits begin to decline.
Approaches to revitalisation may include one or all of market expansion, product modification or
brand repositioning. Bisleri revitalization strategy. The main key to revive a brand is to increase
its differentiation, which could be achieved by asserting the “core relevance though incremental
and continuous innovation”.
 Another element that needs important consideration is the presence of brand’s core image in the
minds of consumer, in the revitalisation strategy.
 Following are the revitalization strategies.
1) Product improvisation

2) Transforming distribution

3) Better packaging

4) Analysing price

5) Innovation or new products development

6) changing consumer perceptions

BRAND REINFORCEMNENT
 The Brand Reinforcement majorly focuses on maintaining the Brand Equity by keeping the brand
alive among both the existing and new customers.
 This can be done through consistently conveying the meaning of brand in terms of:What are the
products under the brand? What are its core benefits and how it satisfies the demand?How is the
brand different from other brands? How it enables a customer to make a strong, unique and
favorable association in their minds?
Thank You