Professional Documents
Culture Documents
4P'S of Bisleri
4P'S of Bisleri
Introduction of Company
Bisleri’s history is a glimpse of the constant innovation,
commitment to quality, and focus on customer need, that have
made Bisleri the benchmark for bottled water in India.
Bisleri is a famous brand of bottled water in India. Ramesh
Chauhan joined the Parle group, found by Jayantilal Chauhan, in
1963. Parle group started manufacturing soft drinks in 1949,
namely, Gold Spot, Limca, Maaza, Thums Up and Citra. Bisleri,
an Italian mineral water company, was launched in India in the
year 1965, and bought by Parle from the Italian entrepreneur
Signor Felice Bisleri in 1969 as the company was unable to
market bottled water, and planned to exit the market. They merely
used the name and launched Bisleri soda with two variants --
carbonated and non-carbonated mineral water. Bisleri soda,
though doing well, had to be discontinued, as Parle sold their soft
drink brands to Coca-Cola in 1993. After the sale to Coca-Cola,
Ramesh Chauhan dedicated himself to develop Bisleri as a brand
and bring safe drinking water into the public domain. His undying
determination and vision has made Bisleri a premium mineral
water brand and a household name.
Major events at Bisleri are :-
· 1969- Parle bought over Bisleri, from an Italian entrepreneur
· 1971-Parle group launches LIMCA, that derives its name
from 'NIMBU KA' (of lemon)
· 974-Parle group launches MAAZA, a mango based
1
drink.
· 1978-Parle group launches THUMS UP, a cola
flavoured aerated drink.
· 1990-Opponents started for Bisleri in a large scale,
however it was still able to survive.
· 1991-Bisleri economic 20-litre jar was introduced to
cater to homes and offices.
· 2006-Bisleri changed its brand colour from blue to green
Bisleri mountain water from the Himalayas was
launched.
· 2009-Bisleri ushered in the festive seasons with 250ml
and 500ml packs.
· 2011-Bisleri SODA was launched. A home-sized pack
of 15 litres was introduced.
· 012-Bisleri stepped into the premium water category
2
with Vedica - natural mountain water from the
Himalayas.
· 2014-Bisleri launched an energy drink – Urzza.
· 2015-Bisleri changed its packaging.
· 2016-Bisleri launches 'Bisleri POP' -four new fizzy
drinks.
Product
· Bisleri water: - Developed 7 unique pack sizes to suit the need
of every individual.
-Non- returnable Packs: - 250ml, 500ml, 1l, 2l, 5l
-Returnable Packs: - 20L, 10L
· Bisleri soda: - It comes in two different pack sizes. One is 600
ml and another one is 300 ml pack.
· rzaa: - A great tasting energy drink from Bisleri which is free
U
of Caffeine and fortified with essential vitamins. And it was
launched in 2014.
· Vedica:- Vedic is the finest of what life has to offer, taken to
another altitude.
Non-returnable packs – 1L, 500Ml, 250ml
· Bisleri PoP: - Bisleri Pop comes in four new flavors -
PinaColada, Spicy, Limonata, and Fonzo.
· Additional product: - Compact, convenient to use,
travel-friendly and undoubted promising quality, that are
brought to especially to make life easier and better.
-Stand & faucet, Icebox, facial wipes, chotu cool
Promotion of Bisleri
A good product goes a long way in taking the company forward but
without proper communication between the consumers and the brand,
even the product will not be able to save the company. Bisleri realizes
this concept clearly and hence has gone for persuasive activities to
increase its visibility in the consumer market. In one of the first
promotional print ads, a butler was holding two Bisleri bottles with a
punch line “Bisleri is very very extraordinary”.
This helped in capturing the imagination of the public and paved the way
towards success. The marketing objectives and advertising policies of
Bisleri include personal selling, specific advertising in different mediums,
public relations and sales promotion. Bisleri has set up an aggressive
media plan with the ads on hoardings, billboards, vehicles like trams,
trucks, and every other possible interface that a consumer can connect
with.
All its ads are on the radio and shown on the television channels. Its
slogan “Pure and Safe” has become very popular amongst the
consumers. In order to distinguish itself from other companies, Bisleri
decided on “sealed cap bottles”. It proved a major coup for the brand as
it claimed 100% purity because it was not possible to refill the bottle
without tampering with the seal.
All its campaigns at this point of time stretched on the purity point and
about the patent for the breakaway seal. Later the brand changed its
tagline to “Play Safe” and came out with some bold ads to attract the
younger generation. Bisleri has decided to opt for high standards of
packaging to promote its products.
Point of purchase advertising is critical for a brand like Bisleri. Here too
Bisleri gets top marks with its innovative hoardings and POP material. All
consumers need to know is that they are getting water at this shop, and
that’s what the POP material clearly targets.
Place of Bisleri
Bisleri has realized that availability is the key to success and for the
success of this concept; the distribution channel has to be up to the
mark. The brand strategy has been to create a direct system of
distribution at the national level. Presently Bisleri has more than eighty
thousand outlets that are used as retail shops in the whole country and
amongst this number, twelve thousand outlets are alone in the cities of
Mumbai and Delhi. The company has invested heavily in procuring at
least 2000 trucks for safe and convenient transportation of products.
The company has set up eighteen of its own manufacturing plants all
over the country. It has bottling plants in various cities like Delhi, Kolkata,
Goa, Bangalore, Mumbai, and Jaipur. It has decided to hire its own
salespeople for proper handling and distributive facilities. This is so
because the brand wants its own network of distribution in places where
it already has a manufacturing plant for cost cutting and efficient
management process.
Bisleri bottles are available in every nook and corner of India. From the
small shops to the panwallas at every corner, one can easily find a
Bisleri bottle to quench his/her thirst. The bottles are available at malls,
at cinema halls at restaurants, at airports at railway stations and at every
imaginable place. Hence, availability is not a factor for this product and
the credit goes to the highly efficient distribution network of this brand.
Conclusion
Bisleri has developed 8 unique pack sizes to suit the need of
every individual. It is also present in 250ml cups, 250ml bottles,
500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L
which are the returnable packs.
Selling bottled water requires constantly expanding the market.
The company should also target the market for soft drinks. All the
soft drinks address three issues: fun, thirst and refreshment
followed by status to some degree. The thirst and the status value
of the mineral water are well accepted. There is very little the
mineral water brands can do to add the fun element around the
product. Again here, it becomes important for the company to
have a good distribution network. It should be understood that if
the mineral water is easily available everywhere then it can be
said with confidence that it would be able to replace the soft
drinks as a thirst quencher. If we try and look at the reasons that
why consumers buy soft drinks as thirst quenchers: we would find
the answer as that either water is not available or if it is available
then safety is not assured. Therefore, backed by a good
distribution network mineral water industry can grow at a rapid
rate.
Recommendations
· Advertisement to build the brand image that will provide the
required ground to establish the authenticity of the product.
· Display of hot and cold dispensers and bottles at places like
hotels, clubs, and airports where upper-class group visits, as
they are the potential customers. A place like departmental
stores, petrol pumps and super bazaars can also be
considered.
· The Company should organize camps at various part of the
city also road show to bring about the difference between
mineral water and filter/purified water and to tell the people how
mineral water is more hygienic than filtered water/purified
water.
· To aware people the cost-benefit analysis to the customer of
how the mineral water would cost less and benefit more
because people using purifier system cost too much.