Bisleri Marketing Project PDF

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A CASE STUDY OF MARKETING STRATEGY OF BISLERI...

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A Case study of

Bisleri Marketing Project Bhanu Pratap Singh [email protected] Post graduate student,Department of Business Administraion, Maharana Pratap Engineering College,Kanpur

Abstract The Mineral water bottle in India under the name 'Bisleri' was firstly introduced in Mumbai by Bisleri Ltd., a company of Italian origin in 1965. Mineral water bottles were in glass bottles in two varieties bubbly and still in 1965 This company was started with Signor Felice who first brought the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd.

INTRODUCTION

In 1969 and beginning bottled Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to Polyvinyl chloride non-returnable bottles and finally advanced to PET containers. Ramesh Chauhan, the chairman, of Parle Bisleri, created a market out of pure water. Excerpts from a conversation with Prerna Raturi:

Can be honest? When I bought Bisleri mineral water from an Italian company, Felice Bisleri, in 1969 -the company had been unable to Advertise water bottles and wanted to exit the market -- we too did not see any potential for their product at that time. As a soft drinks company, she has Thums Up, Gold Spot, and Limca (cola, orange drink, and lemonade) but no soft drink company was complete without a soda. So we decided to use the name and launched Bisleri soda with two variants -carbonated and non-carbonated mineral water bottles.

But three decades ago, what could we say about a product that has no market? We weren't able to recognize our target group. Then, since the water bottle is colorless, tasteless, and odorless, it was not an easy product to communicate or display among the target audience. Thus, the earlier brandbuilding efforts for focusing on Bisleri brand being healthy with adequate minerals. The Italian name added a dash of class to it. The first print ad campaign captured the international essence and showed a butler with a bow tie, holding two bottles of Bisleri. The punch line was, "Bisleri is very

very extraordinary" (the spelling of the punch line was designed to capture the consumer's attention). The campaign was successful and we were being noticed as someone who catered to the need for safe, healthy drinking water.

Literature review However, the real boost to mineral water came in the early 1980 to mid-1980s when we switched to Polyvinyl chloride packaging and later to PET bottles. The PET packaging did not just ensure better transparency -- we could now show sparkling clear water to the consumers. It also meant a better life for the water. Since 1995 Mr.Ramesh J.Chauhan has started expanding Bisleri operations substantially and the turnover has multiplied more than 20 times over 10 years and the average growth rate has been around 40% over this period. Presently it has 8 plants and 11 franchisees all over India. Bisleri commands a 60% market share of the organized market.

Products and Services • 1ltr mineral water:-

1 ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• 1.5ltr mineral water:-

1.5ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• 2ltr mineral water:-

2ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• 20ltr Mineral Water:-

20ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• 250 Ml Mineral Water:-

250 ml Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• 5ltr Mineral Water:-

5ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• 500 Ml Mineral Water:-

500 ml Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles 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.

• Vedica Natural Mountain Water:Vedic Natural Mountain Water comes to you in all its untouched purity, right from its source. Gushing from an aquifer with intense pressure, the natural mountain water is pushed above the ground surface to a height of 5 meters above ground level, powerfully and consistently. The underground geological origin guarantees that there is no external Contamination since the mouth of the water source is covered by rocks on all sides.

Besides, being naturally fortified with silica, the spring is naturally free from any Microbial infection or pollution. Vedic Natural Mountain Water is also low on sodium, making it the perfect choice for

the health-conscious. It has a high proportion of sulfates, which work as natural detoxifying agents. And its clear, sweet taste proves that it is free of calcium carbonate and magnesium carbonate salts, which give some mineral waters a chalky taste. Scientifically put, the Total Dissolved Solids in Vedica Natural Mountain Water is225mg/ltr. It is also high in sulfates, the natural detoxifying agent. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste of purity. Vedic Natural Mountain Water is available in 500 ml and 1 liter bottles Marketing Mix used by Bisleri

The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm blends to produce the response it wants, in the target markets.

The 4Ps PRODUCT:The main product of the company is mineral water by the name of Bisleri Mineral water. Other than mineral water the company has also soda water under its brand name called the Bisleri Soda Water. The concept of bottled mineral water was introduced in India, first by Bisleri, and that is the reason, it has become a generic name for mineral water. Bisleri has become a perfect synonym of mineral water for Indian consumers. The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product, which can be added as the additional benefits of the product. It is just water after all. This is what the Indian customers think of bottled water. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. For example other than its core usage the product can provide for Internet facilities using conversion.

PLACE:The place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product. Here in the case of the mineral water industry, the distribution network is the important factor in being competitive and the catch lies in making water available to the maximum number of places in the country.

PRICE:Price is the sum of values that consumers exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs.

In India, where the majority of the population comprises the middle-income group and lower-income groups it is not hard to understand that pricing is one of the most important factors in buying decisions. Bisleri has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of liters, making Bisleri both convenient and affordable. The company is following very aggressive pricing. Its product is available at a very reasonable price.

PROMOTION:Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers, companies must also communicate with their customers, and what they communicate should not be left to chance. A Company's total marketing communications program- called its Promotion Mix consists of a specific blend of advertising, personal selling, sales promotion, and public relations tools that the company uses to pursue its advertising and marketing objectives.

Reference : www. bisleri .com/ www. en.wikipedia.org/wiki/ Bisleri www.wikipedia.org www.seminarsonly.com...