Renish.M.

R
 Founded
About Bisleri
b
by Signor Felice Bisleri an Italian Entrepreneur
Brought the concept of selling bottled waters in India
 1st introduced in Mumbai in glass bottles in two varieties
still and bubbly in1965
 Started plant in Mumbai in 1967
Later Parle Agro bought Bisleri India Ltd in 1969
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri
operations substantially
The turn over has multiplied more than 20 times over a period of
10 years
The average growth rate has been around 40% over this period.
 JOURNEY OF BISLERI
1969: Buys BISLERI bottled water from an Italian company,
Felice Bisleri. It was bottled in glass bottles then.
Early-1980s: Shifts to PVC (Poly Vinyl Chloride) bottles.
Sales surge
Mid-1980s: Switches to PET bottles, which meant more
transparency and life for water.
1993: Sold carbonated drink brands like Thums Up, Gold
Spot
and Limca to Coca-Cola for Rs. 400 crore.
1995: BISLERI launches a 500 ml bottle and
sales shoot up by 400 per cent.
1998: Introduces a tamper-proof and tamper-evident seal.
 JOURNEY CONTD.
2000: BIS cancels BISLERI'S license of water bottling in Delhi
since some of the bottles did not carry ISI label;
the license was restored one-and-a-half months later.

2000:To make it’s brand stand apart

 September 2000 – Launched Play Safe campaign
Brought the AD. of a lady in bikini which
is the background

2003: BISLERI says it plans to venture out into Europe

and America to sell bottled water.
MARKETING
MIX
4P’S
P
R R
 Himalayan Water
O A
D N Mountain Water

U G Mineral Water
C E
T
 The Himalayas, the abode of the Gods, where
H the earth meets the heavens and where in lies
nature's untouched bounty.
I
MW
A A This is where you'll find a treasure trove of
hidden natural spring water that flows through
L T natural purifying filters, mineral rich rocks and
A E herbs from which it absorbs many healing
properties.
Y R
A  Bisleri bottle this pristine spring water directly
at source, at the foothills of the Himalayas.
N
 Bisleri Himalayan Water is available in 500ml.
bottles & 1 litre bottles.
 MOUNTAIN WATER
Natural Mountain Water resonates with the energy and
vibrancy of health and well-being.

It is packed with the goodness of nature's minerals which

will refresh your senses and rejuvenate you.

They invite you to experience their Natural Mountain

Water - The sweet taste of purity.

 Bisleri Mountain Water is available in 500ml bottles and

1 litre bottles
 MINERAL WATER
Bisleri with added minerals has a TDS count
(total dissolved solids count)of approximately 100.

It contains minerals such as magnesium sulphate and

Potassium bicarbonate which are essential minerals for
healthy living.

Bisleri with added minerals is also put through multiple

stages of purification to ensure the elimination of all
forms of bacteria.

Bisleri with added minerals is available in 250ml cups,

250ml , 500ml , 1 litre , 2 litre bottles and 5 litre,10 litre
and 20 litre cans.
 8 unique pack sizes
P Non Returnable packs
R S 250ml cups
250ml bottles
O I 500ml
D Z 1L
2L
U E Returnable packs
C S 5L
10L
T 20L
 PRICING
PACKAGING PRICE(Rs.)
250 ml Cups 3
250 ml Bottle 3
500 ml Bottle 6
1 Litre Bottle 12
2 Litre Bottle 20
5 Litre Returnable Packs 30
10Litre Returnable Packs 45
20 Litre Returnable Packs 60
 PROMOTION
1. MARKETING:-
BISLERI is promoted by an aggressive print & TV.
TV is backed by a Hoarding & point – of – sale material.
For example: - All vehicles used for supply have been painted in light
green, bears the BISLERI logo & sport catchy baseline likes “drink and
drive”.

2. DISTRIBUTION SYSTEM:-
With little belief in the distributor system, the company leveraged
its large fleet of truck to supply bottled water directly to retailers through a
system called ‘Route Selling’ where the driver of truck is trained to be a
service person. This ensures that water supplied is fresh and bottles are in
good shape.
 
 PLACE
Bisleri’s retail distribution muscle is indeed great.

With 23 bottling plants at 18 locations to churn out the products

 Bisleri has around 80,000 outlets in the country with about 12,000
each in the metros of New Delhi and Mumbai.

 Mr. Chauhan intends to increase that to 10 lakh outlets

Around 2,000 trucks to criss-cross the nation, up from the

current 1000.

He is planning double capacities at all of them to 200 million cases

a day.
COST OF PRODUCING 1 LITRE OF BRANDED
BOTTLED DRINKING WATER
Cap Cost Rs. 0.25
Bottle Cost Rs.1.50-2.50
Treatment Rs. 0.10-0.25
Cost Rs. 0.15-0.25
Label Cost
Carton Cost Rs. 0.50
Transportation Cost Rs. 0.10-0.25
Others(Tapa & Case) Rs. 0.25
Total Cost(Excluding
Rs. 2.85-4.25
Labour,Marketing,Tax
)
Selling Cost Rs. 10-12
 COMPETITORS
1.Aquafina by Pepsi Co India

2.Kinley by Coca-Cola India

3.Bailey by Parle Agro Pvt. Ltd

4.OxyRich by Dhariwals Industries(Manikchand Group)

5.Rail Neer by IRCTC (private label)

6. Others
 STRENGTH

SWOT WEAKNESS
THREAT
ANALYSIS

OPPORTUNITY
 STRENGTH
1. QUALITY STANDARD:-
Every bottle of BISLERI is put through a rigorous 6 stage purification
processes which includes micron filtration and ozonisation.
 
2. TRUST FOR BRAND:-
More than 50 lakhs people trust the BISLERI. They buy only BISLERI water
because it has became generic name for mineral water
3. LARGE RANGE OF PRODUCTS:-
BISLERI offers a large range of products which attracts consumer of all
categories.
For example: - 1L or 500 ml -individual buyers, 5L or 20L - organization.
4. GROWING POPULARITY:-
BISLERI is seeing a growth of almost 50% per year. Today 60-70 % of total
income of BISLERI comes from its bulk segment and the company is planning to
increase it up to 80%.
 5. THE BREAK AWAY SEAL:-
Keeping in mind the consumers need to recognize a genuine product .The
unique cap has been patented and cannot be duplicated. This technical strength
ensures that the consumer will only get a high safe product when they will drink
 WEAKNESS
1.METHOD ADOPTED FOR DISTRIBUTION:-
THE ‘ROUTESELLING’ policy adopted by BISLERI for distribution is
more expensive than more commonly followed method of appointing
distributors in different towns. The dealer margin is reduced due to this .
Indirectly this is reducing the coverage of BISLERI.

 2. REUSE OF BOTTLE BY LOCAL SELLERS:-

Market research conducted by BISLERI revealed that the other
overriding concern for this set of buyers is the tampering of seal and the reuse
of bottles.

 3. NOT MEETING THE DEMAND OF THE CUSTOMER:-

In certain parts of our country big bottles of BISLERI are in huge demand
but the company is unable to meet the demand of the consumers. This is
affecting the demand for the product. So People are forced to use other brands
of mineral water.
 OPPORTUNITY
1. FAST GROWING FIELD:-
In recent years, the bottled drinking water market has been witnessing high
decibel level of activity, with a host of new entrants. The bottled water market which
worth Rs. 1000 crore is expected to be Rs. 5000 crore by 2010.
 2. EXPANSION IN EUROPE:-
The launch of BISLERI in the European market has created a lot of scope fo
BISLERI in the field. It will create an international brand image and
the quality will increase.
3. LAUNCH OF PREMIUM PACK:-
This is prepared keeping 5-star hotels and other premium customer.
Bisleri sold at Rs. 20 per litre.
Competiton for EVIAN sold at a hefty price of Rs.85 per litre.

 
 
 OPPORTUNITY CONTD.

4. CHANGE OF IMAGE:-
The company has changed the colour of the product blue to green.
By changing the colour, the company has provided a new product to the consumers;.

5.INCREASE IN PRODUCTION:-
BISLERI is eyeing the Market and is in the process of increasing the
production by setting 4 new plants adding to its 23plants. This will increase the
production capacity of the company.
 THREAT
1.ENTERING OF NEW PLAYERS:-
To get some share in the market many new players are entering in the market.
Godrej->AQUA-PURE
Tata-Tea planning to buy Himalayan
Britannia distributing EVIAN - >planning to launch its own brand
new entrants ATCO ->BRILLIANT water
DS FOODS ->CATCH are also coming.
Even Hindustan lever is planning to enter into the market.
 
2.WATER FILTER MANUFACTURERS:-
BISLERI is also facing a tough competition from various water filter
manufacturers such as Eureka Forbes (Aqua guard). They have been marketing
there purifiers in the market .
 THREAT CONTD.
3.ILLEGAL MANUFACTURERS:-
There are 1000’s Illegal manufacturers in the rural areas provide water at a
very cheaper rate .Which also use the fake name of branded bottled water .
 
4.STRONG DISTRIBUTION CHANNEL OF THE OTHER MANUFACTURERS:-
Kinley and Aquafina are having a strong distribution network of Coke and Peps
BISLERI has a strong networks but its concentration on bulk segment can lead to
improper network.For example: - A grocer who is selling the 1 litre pack may
not sell the 20 litre pack.
 
 BISLERI TODAY
VISION:-
Our vision is to be the dominant player in the branded water business
where the second player is less than 20% of our business.

MISSION:-
We must have world class quality, at the lowest production &
distribution cost. This will make us an unbeatable leader, and will
have satisfied loyal customers.

VALUES:-
Integrity, Leadership, Teamwork, Co-operation, Quality, Passion,
Openness & Transparency.
THANK YOU