Presented To, Prof. Murgesh Gaglani

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 water •No continuous innovation in the product
•Bisleri is the pioneer in the market •Not able to penetrate on premium 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 & beverages •From the players like Kinley, Aqua fina, 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
•Tie-up with railway canteen & stalls be in trouble
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 Customer’s 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 PackRs.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

Presented To, Prof. Murgesh Gaglani

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Case Study on

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

• 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 &

• In September 2000, Parle Bisleri launched its Play Safe ad campaign.

• The industry which is growing at the rate 55% per

• Estimated to grow around Rs. 1800 crore by 2010

• Approximate 20% brands in organized market &

– Coca Cola Kinley

– PepsiCo Aqua Fina

– Parle Agro Bailley

• Parle bought over Bisleri in India In 1969

• Currently 54 bottling plants , 9 plants are company owned & rest

• Company put through multiple stages of purification, ozonised &

• Company commitment to offer every Indian pure & clean drinking

•Major market share •Not more focus on advertisement

•Generic name for packaged drinking water

•40 years old brand so name its self is TRUST

• Bargaining Power of Buyers

• Barriers to Entry / New Product

• Price of the Bottle is such that can be affordable

• Company planning to target more towards

Aquafina Brain Cells

– For daily traveling consumption (250ml cups, 250ml &

• Product Line Pricing

– A fleet of 2,000 vehicles

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

– 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

– Keep tab for duplication

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