G L BAJAJ INSTITUTE OF MANAGEMENT AND RESERARCH

Approved by A.I.C.T.E. & Affiliated to Dr. A.P. J. Kalam Technical University

Plot No. - 2, Knowledge Park III, Greater Noida, Distt. - G.B. Nagar, U.P., India, Pin 201306

A
SUMMER INTERNSHIP PROJECT REPORT
ON
ANALYSIS OF MARKETING STRATIGIES
OF Parle Bisleri Product at Sahibabad (U.P)

SUBMITTED IN PARTIAL FULFILLMENT

OF
MASTERS IN BUSINESS ADMINISTRATION (MBA)
(Affiliated to Dr. A.P.J. Adbul Kalam Technical University, Lucknow)

Academic Session
[2019-2021]

Under the guidance of: Submitted By:

Mr. Vineet Tandon Vasu Baliyan
(Marketing Manager) Roll No. 1908010700225
 Preface

As a part of course curriculum of my MBA program we are asked to undergo minor

project report in any organization so as to give us exposure to practical management & to

get us familiar with various activities taking place in an organization.

Sincere efforts have been to accomplish all objectives within the stipulated time. Despite

all the limitations, obstructs-hurdles, and hindrances, I have toiled and worked to my

optimum potential to achieve the desired goal. . I come across some difficulties to make

my objective a reality.I tried my level best to conduct a research to gain a through

knowledge about the project in the topic "Analysis of Marketing Strategies of Bisleri

Sahibabad, U.P. " I have put the best of my efforts and have also tried to be justice with

the available information. If anywhere something is found unacceptable or unnecessary to

the theme you are welcomed with your valuable suggestions.

 Acknowledgement
I would like to thank people who were part of this work in numerious ways

in particular, I would like to thank my Mentor Mrs. Shivi Mittal and for her

suggestions and providing continuous gudiance at each and every stage of

the project.

I am also thankful to my classmates and friends for their continous

cooperation and helps in completing this project.

At last, I would like to express many speical thanks to my family who

helped and supported me in completing this project.

VASU BALIYAN

IIIrd Sem.
 LIST OF CONTENTS

S.No Chapter Sub-Chapter

1. INTRODUCTION

1.1 Overview of Industry as a whole

1.2 Profile of the organization

1.3

Competitive
Information
1.4 S.W.O.T. Analysis of the Organization
2. OBJECTIVES
AND
METHODOLOGY
2.1 Significance of the study
2.2 Managerial usefulness of the study

2.3 Objectives of the study

2.4 Scope of the study
2.5 Methodology
2.6 Limitations of research
3. CONCEPTUAL
DISCUSSION
4. DATA ANALYSIS
5. FINDINGS

6. CONCLUSION

7.
ANNEXURE
7.1 Questionnaire
8. BIBLIOGRAPHY
1. Introduction:

1.1 Overview of Industry as a Whole

The global bottled water industry reached 154 billion liters in 2007. Even in areas where

tap water is safe to drink, demand for bottled water is increasing.

The total annual bottled water consumption has risen rapidly in recent times – it has

tripled between 1999 & 2008.These is boom times for Indian bottled water industry.

Bisleri was the first entrant in this sector in India. It was bought from an Italian company

Felice Bisleri in the year 1969. In its early years it faced many obstructions. Infact, Mr.

Ramesh Chauhan thought that the idea of selling packaged water in India won’t work.

But his patience & hard work paid off. Bisleri started progressing & now Bisleri is

Pioneer of the industry.

India is the tenth largest bottled water consumer in the world. The industry has estimated

a turnover of Rs. 10 billion. The Indian bottled water market grew at a compound annual

growth rate (CAGR) of 25% & the highest in the world.

The project deals in the market research on knowing Bisleri’s share in the corporate

sector. The report further deals in seeing competitors of Bisleri from key players like

kinley, kingfisher, Aquafina to local players like hello, prime, shudh, etc.

The report further sees bisleri’s profile - its product mix, marketing mix, competitors,

future plans, etc. The analysis part shows percentage of Bisleri users in the corporate

sector, the preference of organizations to the factors that can lead to change in brand

preference & about Bisleri’s sales promotion.

The final part of report deals in the key findings that stupefies everybody because it deals

with the fact that customer is price sensitive. The key findings also include the growth

share matrix which clears bisleri’s position in the corporate sector.

AT the fourth World Water Forum held in Mexico City in March 2007, the 120-nation

assembly could not reach a consensus on declaring the right to safe and clean drinking

water a human right. Millions of people the world over do not have access to potable

water supply. But it is good times for the bottled-water industry, which is cashing in on

the need for clean drinking water and the ability of the urban elite to pay an exorbitant

price for this very basic human need. The fortunes of this more-than-$100-billion global

industry are directly related to the human apathy towards the environment - the more we

pollute our water bodies, the more the sales of bottled water. It is estimated that the

global consumption of bottled water is nearing 200 billion litres - sufficient to satisfy the

daily drinking water need of one-fourth of the Indian population or about 4.5 per cent of

the global population. In India, the per capita bottled water consumption is still quite low

- less than five litres a year as compared to the global average of 24 litres. However, the

total annual bottled water consumption has risen rapidly in recent times - it has tripled

between 2006 and 2007 - from about 1.5 billion litres to five billion litres
Marketing Strategy of Bisleri – Bisleri Marketing Strategy

December 17, 2017 By Hitesh Bhasin Tagged With: Strategic Marketing Articles

Founded in 1969 the company Bisleri International Pvt. Ltd is an Indian beverages

company known for its bottled water.

With more than 52 years of history since its inception, the company despite homegrown

intense competition is able to have a dominant position in the industry. The Parle Group,

founded by Jayantilal Chauhan, is now being lead by Ramesh Chauhan (Chairman &

MD).

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 strategy 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 strategy.

It has positioned itself as a brand based on convenience as it is available in the market

through the extensive distribution network.

Marketing mix – Here is the Marketing mix of Bisleri.

SWOT analysis – Here is the SWOT analysis of Bisleri.

Mission- “You just have to do a good job, a better job than the others, and automatically

you will rise above the rest and become the best”

Vision- “Our biggest competition, is our own incompetence”

Tagline-“The sweet taste of purity”

Competitive advantage of the Marketing strategy of Bisleri –

Part of Parle Group: The Bisleri international was purchased by Parle group

founder Jayantilal Chauhan from Italian Mineral Water company founder Signor Felice

Bisleri in the year 1969 and since then the brand produced famous brands and sold some

of it to other companies. With such long history in the mineral Water & beverages

industry, company has today become a dominant player in the market.

Extensive reach in the market: The competitive advantage that the brand had over
other brands or counterfeit products in the market is its availability in the market and

customer finding it convenient to purchase from anywhere whether it is a railway station,

pops & mom store, nearest Kirana Stores, e-commerce sites or stationeries shop.
BCG Matrix in the Marketing strategy of Bisleri –

Bisleri is operating in the business segments such as Mineral Water with different SKU’s

(Stock keeping units) i.e. 20 Litres, 5 liters, 2 Litre, 1 liter, 500ml and 250 ml & Vedica

as well as carbonated drinks and energy drink.

Its water mineral business starts in the BCG matrix as it is flourishing day by day, unlike

Vedica which has been launched by Bisleri in premium segment competing with TATA’s

Himalaya but has not been successful.

Although in carbonated drinks it has Bisleri Pop with four flavours – PinaColada, Spyci,

Limonata, and Fonzo along with Bisleri Soda and in energy drink segment it has Urzza

brand but due to the presence of companies like Coca-cola and Pepsi with

wide product portfolio this business of Bisleri has not been successful and therefore it is

Question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of Bisleri –

Bisleri International uses hub & spoke model in order to make its products available to

nook & corner of the country. It is operating by dividing the country into four regions

North, East, West & South.

It has been distributing the bottles of varied sizes through distribution channels such as

Resellers, retailers, distributors, wholesalers, and pops & mom store etc. The water
major’s distribution network reach out to 2 lakh outlets across India which are increasing

year on year as the company is penetrating in the remotest location of the country.

Brand equity in the Marketing strategy of Bisleri –

Synonymous with the mineral water, the brand has been the home of some of the iconic

brands in the beverage segment. The brand has such as stronghold in the market that even

without any advertisement for last three years the company has been able to maintain

its market share and is growing at the rate of more than 20% yearly.

It has launched various media and BTL campaigns over the years such as Play safe,

Bisleri the Mountain water, Kiss to drink which has helped the company in being in touch

with the customers and increase visibility in the market.

Competitive analysis in the Marketing strategy of Bisleri –

The company have it roots linked to the iconic brands Thums Up, Limca, Gold Spot and

Maaza which it sold to Coca-Cola more than 20 years ago has been holding strong

market share in mineral water category where it has 60 % market share (In 2012) but it

decreased to 40% (In 2017) due to tough competition over the years in the industry and is

growing with a rate of 22% YoY basis.

The company competes with companies in the segment such as Rail Neer, Aquafina,

Kinley, Kingfisher, Oxyrich, and many other counterfeit & local brands.

Market analysis of the Marketing strategy of Bisleri –

The beverages market is segregated between aerated drinks and mineral water. Growing

middle class and people becoming hygiene in the daily intakes, rising pollution, changing

eating habits are some of the factors affecting the companies operating in the industry.

Changing consumption pattern, increasing nuclear families, increasing migration of the

customers, increasing weekend outings are reshaping the demand dynamics of the

companies operating in the market.

As per the report of Zenith International, there is a double-digit growth in the Asian

Market where the share of the bottled water market Asia is more than 40% in 2015, up

from 35% in 2011.

Customer analysis in the Marketing strategy of Bisleri –

Customers of Bisleri are organizations/institutions, retail customers, resellers,

wholesalers, distributor, office campuses, institutions, banks, clubs.

1.1.1 Demand

Worldwide sales of bottled water are estimated to be between $50 and $100 billion

(US) annually and increasing approximately 7 to 10 percent annually. In 2007, total

sales were approximately 154 billion litres (41 billion gallons). [Gleick 2007]

In developed countries, the large demand is driven by factors including perceived

convenience, perceived safety versus municipal water, and perceived potability or

taste advantages over municipal water. Packaging and advertising work to foster

these perceptions, and brand bottled water in ways similar to branded soft drinks.

Though many municipalities, particularly in the United States, guarantee safe,

potable water, others may be subject to groundwater contamination from

commercial fertilizer, MTBE, or other contaminants. Violations of tap water

standards tend to be highly publicized and widely reported, for example, a 1993

Cryptosporidium outbreak which caused 400,000 people to get sick in Milwaukee,

Wisconsin

In developing countries, demand is driven by factors including the lack of potable

groundwater in many areas, the lack of reliable or safe municipal water in many

urban areas, chemical and organic pollution of ground and well water, and

convenience relative to boiling or otherwise treating accessible but potentially

contaminated water. Advertising also contributes to water sales in developing

countries. Though bottled water may provide an alternative to unsafe drinking

water, it does so only for those able to afford it; many of the world's poorest people

cannot afford bottled water.(UN World Water Development Report 2007).

Bottled-water consumption now reflects a certain way of life as the habit reaches

around the world. The most promising markets for bottled water are in Asia and the

Pacific, with an annual increase of 15 percent from 2006 to 2007.

Consumers often drink bottled water as an alternative to tap water. They think it

tastes better (no chlorine taste) and perceive it to be safer and of better quality. They

also look for security: food scandals in industrialized countries and water-borne

diseases in developing countries greatly influence consumers’ attitudes. Consumers

buy bottled water to feel well and to lose weight. Bottled water is perceived as a

healthy alternative to other beverages.Moreover, increasing urbanization, causing

declines in tap-water quality, can also explain the popularity. Because it is

untreated, natural mineral water is perceived as "natural" by city dwellers looking

for genuine products. Higher living standards and auto usage enable people to easily

bring home more and heavier bottles of water. At the office, a bottle of water is now

a common sight on the desk, next to the computer and the telephone. Drinking

bottled water is a sign of a rise in the social scale. Above all, bottled water has

become a huge marketing success.

1.1.2 U.S. FDA "Standards of Identity" for Bottled Water

The FDA has established "Standards of Identity" for bottled water products sold in

the U.S. Note that other countries have different definitions and standards; some

countries have no consistent labeling requirements. Some of the more common U.S.

types of bottled water are listed below:

 Artesian Water - This type of water that originates from a confined aquifer that

has been tapped and in which the water level stands at some height above the top

of the aquifer.

 Fluoridated Water - This type of water contains fluoride added within the

limitations established in the FDA Code of Federal Regulations. This category

includes water classified as "For Infants" or "Nursery."

 Ground Water - This type of water is from an underground source that is under a

pressure equal to or greater than atmospheric pressure.

 Mineral Water - This type of water contains at least 250 parts per million total

dissolved solids (TDS). It comes from a source tapped at one or more bore holes

or spring, and originates from a geologically and physically protected

underground water source. No minerals may be added to this water.

 Purified water - This type of water has been produced by distillation,

deionization, reverse osmosis, or other suitable processes. Purified water may

also be referred to as "demineralized water." It meets the definition of "purified

water" in the United States Pharmacopoeia.

 Sparkling Water - This type of water contains the same amount of carbon

dioxide that it had at emergence from the source. The carbon dioxide may be

removed and replenished after treatment.

 Spring Water - This type of water comes from an underground formation from

which water flows naturally to the Earth's surface.

 Sterile Water - This type of water meets the requirements under "sterility tests"

in the United States Pharmacopoeia.

 Well Water - This type of water is taken from a well.

1.1.3 Markets

The United States is the largest market for bottled water, at 26 billion litres in 2007.

On average, this is one 8-ounce glass per person per day. Italy has the highest

average consumption per person, at two 8-ounce glasses per person per day.

Here is data for global markets in 2007, in billions of litres consumed.

 USA 25.8

 Mexico 17.7

 China 11.9

 Brazil 11.6

 Italy 10.7

 Germany 10.3

 France 8.5

 Indonesia 7.4
 Spain 5.5

 India 5.1

 All others 39.9

 Total 154.3

IN D IA N B O T T L E D W A T E R IN D U S T R G R O W IN G
A T A H IG H E S T R A T E IN H E Y O R L D
[ IN P E R C E N T ] W
T
U.S .
8 .3
MEXICO
24 9
B R A Z IL
IT A LY
G ER M ANY
1 5 .4
6 .2 FRANCE
2 .6 IND O NE S IA
1 6 .6 4 .5 S P A IN
IND IA
4 .3
Fig 1

INTERPRETATION: India is the tenth largest bottled water consumer in the world. In

2002, the industry had an estimated turnover of Rs.10 billion (Rs.1, 000 crores). Today it

is one of India's fastest growing industrial sectors. Between 1999 and 2007, the Indian

bottled water market grew at a compound annual growth rate (CAGR) of 25 per cent - the

highest in the world.

With over a thousand bottled water producers, the Indian bottled water industry is big by

even international standards. There are more than 200 brands, nearly 80 per cent of which

are local. Most of the small-scale producers sell non-branded products and serve small

markets. In fact, making bottled water is today a cottage industry in the country. Leave

alone the metros, where a bottled-water manufacturer can be found even in a one-room

shop, in every medium and small city and even some prosperous rural areas there are

bottled water manufacturers.

Despite the large number of small producers, this industry is dominated by the big

players - Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries

and so on. Parle was the first major Indian company to enter the bottled water market in

the country when it introduced Bisleri in India 25 years ago.

The rise of the Indian bottled water industry began with the economic liberalization

process in 1991. The market was virtually stagnant until 1991, when the demand for

bottled water was less than two million cases a year. However, since 1991-1992 it has not

looked back, and the demand in 2007-08 was a staggering 82 million cases.
 Fig 2

Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles, 500 ml

bottles, one-litre bottles and even 20- to 50-litre bulk water packs. The formal bottled water

business in India can be divided broadly into three segments in terms of cost: premium

natural mineral water, natural mineral water and packaged drinking water. Premium natural

mineral water includes brands such as Evian, San Pelligrino and Perrier, which are imported

and priced between Rs.80 and Rs.110 a litre. Natural mineral water, with brands such as

Himalayan and Catch, is priced around Rs.20 a litre. Packaged drinking water, which is

nothing but treated water, is the biggest segment and includes brands such as Parle Bisleri,

Coca-Cola's Kinley and PepsiCo's Aquafina.

They are priced in the range of Rs.10-12 a litre. Attracted by the huge potential that India's

vast middle class offers, multinational players such as Coca-Cola and PepsiCo have been

trying for the past decade to capture the Indian bottled water market. Today they have

captured a significant portion of it. However, Parle Bisleri continues to hold 40 per cent of

the market share. Kinley and Aquafina are fast catching up, with Kinley holding 20-25 per

cent of the market and Aquafina approximately 10 per cent. The rest, including the smaller

players, have 20-25 per cent of the market share.

1.2 Profile of the Organisation:

BISLERI was bought from the Italian company, Felice Bisleri, in 1969… and then the

journey began. But the company had been unable to market bottled water and wanted to exit

the market – they did not see any potential for the product at that time.

As a soft drinks company, it had Thumps Up, Gold Spot and Limca (cola, orange drink and

lemonade) but no soft drink company was complete without a soda. So it merely used the

name and launched Bisleri soda with two variants -- carbonated and non-carbonated mineral

water.But three decades ago, what could one say about a category that had no market? They

didn't know their target group. Then, since bottled water is colorless, tasteless and odourless,

it was not an easy product to advertise.

Thus, the earlier brand building efforts focused on Bisleri being healthy with adequate

minerals. The Italian name added a dash of class to it. The first print ad campaign captured

the international 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 bisleri was

being noticed as someone who catered to the need for safe, healthy drinking water.However,

the real boost to mineral water came in the early-to-mid-1980s when it switched to PVC

packaging and later to PET bottles. The PET packaging did not just ensure better

transparency – it could now show sparkling clear water to the consumers. It also meant better

life for the water.

Meanwhile, Bisleri soda was doing well but it had to discontinue production as it sold its soft

drink brands to Coca-Cola in 1993. But Mr. Chuahan’s interest was in building brands and

not in bottling soft drinks. That's when he started to concentrate on developing the Bisleri

water brand.There was a clear opportunity of building a market for bottled water.
The quality of water available in the country was bad. It was similar to what Europe faced

before World War II. The quality of water in Europe was extremely poor, which created the

bottled water industry there. In India, too, not only was water scarce, whatever was available

was of bad quality.Initially, though bottled water was something only foreigners and non-

resident Indians consumed, it still had to increase the distribution, which meant the dealer

margins reduced. And because of limited sales, the dealer margin had to be kept high to

compensate low sales. Now it had to push sales.Though the brand building of Bisleri started

in a small way in 1994-1995, it was only in the years 1999-2000 that the efforts really bore

fruit. Mr.Chauhan claimed that Bisleri grew by 80 per cent in 1998 -1999 and by 150 % in

2005. "After 2006, we hope to do 400 per cent". Mr. Chauhan never anticipated that Bisleri

would be this big a success. He feels that the launch of the half-litre (500ml) bottle was the

beginning of a dramatic rise in volumes and business prospects. . The introduction of a

comfortable-to-carry 500-ml bottle for just Rs. 5 not only answered the need, but also meant

doing away with carrying the excess water or throwing it away if you were to buy a one-litre

bottle.The idea was a success and gave the company a growth of 400 per cent. They also

introduced the 1.2 litre bottle in 2000, which was aimed at those who share their water. This

also gave bisleri the advantage of higher margins that a crate (12 bottles) generated.

With other brands joining the fray, things were hotting up -- the bottled-water market was

estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. Bisleri had

captured 40 per cent of the market.

Bisleri realized it was time to move to the next level -- the bulk segment. Several commercial

establishments had no access to piped water. It tapped into this segment by introducing the 12-

litre container, followed by the 20-litre can. The bulk segment also helped bring down the price

per litre from Rs 10-12 a litre to about Rs 3 a litre.At present, the bulk segment
constitutes 60 to 70 % of our sales and we intend to increase it to 80 % in the next two years.

With water scarcity in several cities, even households are demanding bottled water now.

The home pack was made more user-friendly by introducing pouring spouts and jars with

dispensers. At the same time, it was constantly looking for new ways to tap the market. They

noticed that during wedding receptions, the older guests (above 50 years of age) generally

stayed away from ice cream, soft drinks and so on.

Hence, they introduced free sampling of Bisleri at the tables where the elderly guests would

sit. Soon customers were ordering bottled water on special occasions. Currently, the

consumption of bottled water is far in excess of soft drinks on such occasions.The other

major challenge was distribution. It still has the mindset of a soft drink seller.The number of

outlets where Bisleri is available has increased from 50,000 in 1995 to 2,00,000 at present.

But that is not enough -- we need to keep looking for different avenues. Take stationery shops

and chemists, for instance. They don't keep soft drinks but sell Bisleri. That is the kind of

exclusivity Bisleri look for to get ahead of the distribution network that soft drink companies

talk of.
1.2.1 The journey till now (History of the Company)

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was

bottled in glass bottles then.

Early-1980s: Shifts to PVC bottles. Sales surge

Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.

1993: Sells 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.

2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a

litre.

2000: Introduces a tamper-proof and tamper-evident seal.

2002: BIS cancels Bisleri's license of water bottling in Delhi since some of the bottles

did not carry ISI label; the license is restored one-and-a-half months later.

2003: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show

Kin ley’s market share at 35.1 per cent compared to Bisleri's 34.4 per cent.

2005: Bisleri says it plans to venture out into Europe and America to sell bottled water 2007-

2008: Bisleri kept aside its plan to venture out into Europe and America rather decided to

focus only on its 20 litre pack.

1.2.2 PRODUCT PROFILE:

Bisleri is the pioneers in the bottled drinking water industry since 1967.bisleri has

always put quality and service on top and for us customer satisfaction has always been a

priority.

Bisleri was the first to market bottled water in a totally virgin market and naturally

people associate the brand with bottled water. Bisleri is already ten steps ahead of its

competitors and will always endeavor to widen the gap in times to come.

Bisleri is also introducing natural mineral water i.e. bisleri natural mountain water.

Our mineral water will shortly be launched in the market as our plants in baddi and

uttaranchal are expected to be commissioned by mid 2006.

Bisleri is available in a wide range of packages ranging from 250 ml glasses and in PET

bottles/jars namely; 250 ml, 500 ml, 1 ltr, 1.5 ltr, 2 ltr, 5 ltr and 20 ltr catering to the

needs of all kinds of segments as per their requirements. Bisleri product is packaged

only in PET bottles/jars, which are approved and accepted world wide as food grade

packaging materials.

Since people have become more health conscious and are diverting from carbonated soft

drinks into water; recognizing the potential of packaged drinking water in the market,

bisleri today, is the top selling brand in India.

Last but not the least; we are always striving to provide the highest quality product,

keeping in mind all aspects including freshness, purity, and safety.

Bisleri is produced by a painstaking rigorous process. Source water is put through a 7 –

stage purification process. It is then packaged in tamper proof packs with our unique’

breakaway seal’. And all this is done in completely automated plants to ensure it

reaches to consumers perfectly pure and safe.

 1. CHLORINATION
Kills microorganisms. Removes organic matter.

2.SAND FILTER
Removes suspended matter and turbidity.

3.CARBON FILTER
Removes residual chlorine and odours.

4.ULTRAFILTRATION
Removes bacteria and makes water sparkling clean.

5.MICRON FILTERS
Additional safety measure of filtration.

6.REVERSE OSMOSIS SYSTEM

Controls total dissolved solids [TDS]

7. OZONATION
Ensures water remains bacteria free for longer shelf
life.

Perfectly pure water shipped to your office in 20L packs.

Fig. 3
1.2.3

GENERAL MANAGER

DEPUTY GENERAL MANAGER

JAR PRODUCTION ACCOUNTS HR

MANAGER MANAGER MANAGER MANAGER

4 SE ACCOUNTANTS TIME OFFICE EXE

TIME
KEEPER
PRODUCTION CHEMIST
TECHNICIAN PRODUCTION ENGG

2 SR SE

4 SM

2 HELPER

Fig. 4
1.3 Competitive Information

1.3.1. AQUAFINA

Aquafina is a non- carborated bottled waterproduced by PepsiCo.It was first distributed in

Wichita, Kansas in 1994, was distributed across the United States by 1997, and as of 2006,

had become the United States' top-selling bottled water brand in measured retail channels.

The water is mainly driven from municipal tap water that goes through an extensive

purification process that includes charcoal filtration, reverse osmosis and ozonation. Aquafina

touts their water is "Pure" because of their "state-of-the-art" HydRO-7 purification system

used to remove substances that “most other”bottled water leave in.

In India, Aquafina, manufactured by PepsiCo. India Holdings Private Ltd, is the most popular

bottled water brand. PepsiCo produces several other products under the Aquafina label:

 Aquafina Esentials , bottled water with various vitamins added, available in five different

flavors: Tangerine Pineapple,etc

 Aqua fina Sparkling, carbonated flavoured water , avialable in Berry Blast and Citrus

twist.
 1.3.2. KINLEY

Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why

they introduced Kinley with reverse-osmosis along with the latest technology to ensure the

purity of our product. They go through rigorous testing procedures at each and every location

where Kinley is produced .Kinley is being manufactured in 15 bottling plants across the

country and according to Coca-Cola India President and CEO Alex von Behr, Coke had

invested Rs. 4,000 crore in India before entering the market in 1993 and December 2006.
1.3.3. Hello

Hello is marketed by hallo marketing pvt. Ltd.It claims that it’s India's only Triple Sterilized

& Ozonized 100% Chlorine Free Premium Mineral Water. With Hello, Say Goodbye to your

drinking water problems. The pricing strategy of hello is good they follow the penetration

pricing.
1.4 S.W.O.T Analysis of the Organisation

EXTERNAL ENVIRONMENT (OPPORTUNITIES & THREATS)

Fig. 5
INTERNAL
ENVIRONMENT
1.4.1 STRENGTHS (STRENTHS &
WEAKNESSES)
 Bisleri was the first entrant in this virgin industry.

 Highest market share.

 Bisleri is a name for portable water, Bisleri is a generic brand.

 Bisleri has a brand image.

 It has a strong distribution network.

1.4.2 WEAKNESS

 Bisleri is not promoting its brand i.e. since last year we have not seen any advertisement.

 As we know that customer is price sensitive but Bisleri is following skimming price

strategy.

1.4.3 OPPORTUNITIES

 As Indian bottled water industry is still progressing & the consumption level is

increasing. This is an opportunity to capture markets where quality is top priority.

 As Bisleri knows market trends, than its competitors like kinley, Aquafina, etc. who have

just joined the race so Bisleri has competitive edge over other players.

 Every now and then there are opening of malls. So, bisleri should try and grab this

opportunity and have tie–ups.

1.4.4 THREATS

 Bisleri faces tough competition from local brands.

 Entry of new players who have low pricing strategies.

2. Objective and Methodology

2.1 SIGNIFICANCE OF THE STUDY

For any business venture, Marketing Strategy go hand in hand. Opportunities come and go
but business comes from the ones, which are handled properly in terms of leads. Leads for
any new opportunity are very important for it to turn out a profitable venture.

2.2 MANAGERIAL USEFULNESS OF THE STUDY

 Helps to have sale experience

 Helps to deal with different customers

 Helps to overcome the objections of the customers

 Helps to understand the problems of agents in a broader prospect

2.3 OBJECTIVE OF THE STUDY

 TO STUDY THE MARKET SHARE OF BISLERI IN

CORPORATE SECTOR

 To study the factors that can lead to change in brand preference like quality, price,

service, etc.

 Knowing brand equity of Bisleri in the corporate sector.

 To study marketing strategies adopted by Bisleri’s.

 To study the level of customer satisfaction in Bisleri’s.

 To study the impact of Bisleri’s promotional schemes.

 To Assess brand loyalty of consumers.

2.4 SCOPE OF THE STUDY

1. Deep insights would give me the clear knowledge of strategies adopted and which would

make me a better marketing professional.

2. Important from a consultant prospective finding loopholes in marketing strategy of the

company if any.

3. Contribution to the institute and my fellow collagues and a unique piece of work.

2.5 METHODOLOGY

Bisleri is pioneer in the packaged water industry & is even the first entrant in this sector. The

organization wanted to know its share & its popularity in the corporate sector.

The purpose of methodology section in the report making is to describe the research process

that is followed while doing the main part. This would however include the research design,

the sampling procedure, and the data collection method. This section is perhaps difficult to

write as it would also involve some technical terms and may be much of the audience will nor

be able to understand the terminology used. The methodology followed by the researcher,

during the preparation of the report was:

Research Design:

The research is based on the information collected by the help of the questionnaires filled.

The first three questions aim at the basic introductory information of the organization and the

person being interviewed thus rendering the follow up work easier. The fourth question is

about the financial standing of an organization, it gives an idea about the financial status of

the society being approached. The fifth question aims at generating information about the

various sources of funds of the societies. The sixth and seventh questions deal about the

financial performance of the societies. The eighth question is to find out about what a society

does with the surplus amount generated by them. The ninth question is meant to gather

information about the people who are instrumental in advising and putting to action the

investment plans for the society. The tenth question is about what kind of investments are

preferred by the society, on the basis of the organization or on the basis of the time period.

The eleventh question talks about the institutions in which the societies make their

investments in, say the banks or other institutes. The twelfth question tries to assess what is it

exactly that the societies look for, while investing. For example do they prefer a high rate of

interest, or safety, or location, etc..

Thus the research is based only on the basis of the information gathered with the help of the

questionnaires.
Research Instrument

For doing the survey research, structured questionnaire with both open-ended and closed-

ended questions was used.

Mode of the Survey

The mode of survey was personal interview with the respondents during the filling up of the

questionnaires.

Primary Data

Primary data is that kind of data which is collected directly by the investigator himself for the

purpose of the specific study. Primary Data is collected by the investigator through interviews

of company employees, vendors, distributor etc. Data such collected is original in character.

The advantage of this method of collection is the authentic. A questionnaire was made and it

was given to the dealers to fill it up for our research.

Secondary Data

When an investigator uses the data that has been already collected by others, is called

secondary data. The secondary data could be collected from Journals, Reports, libraries,

magazines, fair & conference and other publications. The advantages of the secondary data

can be –It is economical, both in terms of money and time spent .The researcher of the report

also did the same and collected secondary data from various internet sites like

www.google.com, www.airtel.com, www.hutch.co.in and many more. The researcher of the

report also visited various libraries for collection of the introduction part.
Questionnare Design:

We make questionnaire to know which category of people opts for which kind of plans. In

this category the factors included are such as income, background, age, etc. This includes 2

types of questions

1. open ended

2. closed ended

1. open ended : In this respondents are not bounded to answer within a set of choices and

can give their own views

2. Close-ended: in this respondents are bounded to answer within a set of choices.

Questionnaire has been designed on the basis of close-ended questions as it is more feasible

to calculate data from it.

SAMPLE DESIGN:

While developing a sample design, following points should be kept in mind:

 Sampling unit: A decision has to be taken concerning a sampling unit before

selecting sample. Sampling unit may be a geographical one such as state, district,

village etc or a construction unit such as house, flat etc. or it ,may be as social unit

such as family, club, school etc or it may be an individual . the researcher will have

to decide one or more of such units that he has to select for his study
  Size of the sample: This refers to the number of items to be selected from the

universe to constitute a sample. This is a major problem before a researcher. The size

of the sample should be neither is excessively large, nor too small. it should be

optimum An optimum sample is one which fulfills the requirements of efficiency,

representatives, reliability and flexibility

Sample element and sample unit

100 people have been interviewed to know their opinion.

Extent

Delhi (sample unit)

Time frame: 6weeks

Sampling technique: Average method technique.

2.6 Limitations of Reasearch:

Due to the following unavoidable and uncontrollable factors the results might not be accurate.

Some of the problems might face while conducting the survey are as follows:

1. Certain open-ended questions have been put in the questionnaire to give respondents

freedom to express their perception.

2. Time and cost constraints were also there

3. Chances of some biasness couldn’t be eliminated.

4. A sample size of 100 has been used due to time limitations.

5. The data has been collected from Delhi(North) and there the perception of the people

from the smaller towns could not be judged

6. Al the data has been collected at random but it is always liable fro biasness.

7. The primary data has been collected from the middle and upper section of the society.

8. Less availability of potential respondents i.e. the concerned person who takes care of

the Administrative department.

9. The response rate use to be poor at times because of the time constraints with the

respondents.

Though, Bisleri is pioneer in the packaged water industry but it use to create problem because

Bisleri is a generic brand.

10. The response in public sector was not very encouraging.

3.Conceptual Design:

PROTECT YOUR EMPLOYEE’S HEALTH WITH 7-STAGE

PURIFIED BISLERI

PACKAGING

Kotler defines packaging as "all the activities of designing and producing the container

for a product." Packaging can be important to both sellers and consumers; sometimes, a

package can make the important difference to a marketing strategy by meeting

customers' needs better. It can make a product more convenient to use or store, easier to

identify or promote or to send out a message. In fact, categories such as perfumes and

other fragrance products spend far more on their packaging than on the product.

The big reasons why packaging is now such an important marketing tool lie in certain

demographic, behavioral and technological trends. Increasing income and paucity of

time means that consumers are now willing to pay more for packaging which provides

`convenience' value to products; an increase in self-service supermarkets.

It is obvious that reach holds the key to the market. With 16 plants at 14 locations

across the country (except the east), he is planning double capacities at all of them to

200 million cases a day. At the same time he is pursuing a multi-pack and multi-price

strategy. Today Bisleri offers 7 packaging options; a 250-ml cup and bottles in 500 ml, 1-

litre, 1.5-litre, 2-litre, 5-litre and 20-litre packs. The 1-litre bottle accounts for nearly 50

per cent of the sales, with the 2-litre bottle taking up 20 per cent of the sales. The remaining

sizes share the balance. Not only does he plan to make the basic pack-sizes available all over

the country, he has also decided to create greater variety in packaging. With innovation in

packaging being a key, the company has introduced a new category, the 12-litre pack in

water-scarce city of Chennai and this has proved tremendously popular. While on the one

hand he feels that the 500ml and the 250ml packs are the growth area of the future, he is

also targeting the household segment with the large pack sizes. Households, he says, in

certain parts of the country spend a huge amount of money on fuel in order to purify

water. For instance, in the water-scarce south, people spend large sums of money to buy

water and still more to purify it. With the runaway hit of its new 12-litre product in some

cities of the south, the company is finding it difficult to meet the demands of these

markets
Customer Relationship Management (CRM):

Bisleri’s traditional marketing theory and practice have focused on attracting new customers

rather than retaining existing ones. Today, however, although attracting new customers

remains an important marketing task, the emphasis has shifted toward relationships with

customers and other stakeholders. Beyond designing strategies to attract new customers and

create transactions with them, Bisleri is going all out to retain current customers and build

profitable, long-term relationships with them. The new view is that marketing is the science

and art of finding, retaining, and growing profitable customers. Bisleri has also realized that

losing a customer means losing more than a single sale. It means losing the entire stream of

purchases that the customer would make over a lifetime of patronage. Thus, working to

retain and grow customers makes good economic sense. A Company can lose money on a

specific transaction but still benefit greatly from a long-term relationship.

CRM INCLUDES

Attracting, Retaining, and Growing customers:

In Bisleri, the key to building lasting relationships is the creation of superior customer value

and satisfaction. Satisfied customers are more likely to be loyal customers, and loyal

customers are more likely to give the company a lasting share of their business.
Relationship Building Blocks:

Customer value and satisfaction Attracting and retaining customers can be a difficult task.

Today’s customers face a vast array of product and brand choices, prices, and suppliers.

The company must answer a key question: How do customers make their choices? The

answer is that customers choose the marketing offer that their believe will give them the

most value. They are satisfied with and continue to buy offers that consistently meet or

exceed their value expectations.

DIFFERENTIATION

A clear differentiation is happening among the medley of water brands in terms of both

pricing and positioning. While Bisleri is touting itself as ''pure and safe,'' brands like

Shudh, Prime, and Hello are trying to ride the mineral water wave. And Evian, launched

by French transnational Dan one sells itself as ''water from the French Alps'' competing

with premium soft drinks. The fact however remains that almost all players in this

category are positioning themselves on the purity and hygiene platforms since the very

raison d'κtre of bottled drinking water is the bad quality of tap water in the country. In

this scenario how will Mr. Chauhan differentiate Bisleri from the others and, more

importantly, for how long?

Mr. Chauhan has been trying to differentiate Bisleri by its breakaway seal as an

assurance of purity. As he says almost 76 per cent of consumption of bottled drinking

water happens in transit. Market research conducted by Bisleri revealed that the other

overriding concern for this set of buyers is the tampering of the seal and the reuse of

bottles. Many have witnessed used bottles being refilled at railway stations.
Marketing Strategies:
Bisleri’s marketing concept holds that the company should determine the needs, wants, and

interests of target markets. It should then deliver superior value to customers in a way that

maintains or improves the society’s well being.

The societal marketing concept is the newest of the marketing management philosophies and

it has now been adopted by the company.

The societal marketing concept questions whether the pure marketing concept is adequate in

an age of environmental problems, resource shortages, rapid population growth, world wide

economic problems, and neglected social services. It asks if the firm that senses, serves, and

satisfies individual wants is always doing what’s best for consumers and society in the long

run. Acc to the societal marketing concept, the pure marketing concept overlooks possible

conflicts b/w consumer short run wants and consumer long run welfare.

Such concerns and conflicts led to the societal marketing concept which calls on marketers

to balance three considerations in setting their marketing policies: company profits,

consumer wants and society’s interests. Originally, Bisleri based their marketing decisions

largely on short run co. profit. Eventually, they began to recognize the long run importance

of satisfying consumer wants and had adopted this marketing concept.

Connections With Marketing Partners:

1. Connecting inside the company

Traditionally, marketers have played the role of intermediary, charged with understanding

consumer needs and representing the customer to different co. departments, which then

acted upon these needs. The old thinking was that marketing is done only by marketing

sales, and customer support people. However, in toady’s connected world, every functional

area can interact with customers, especially electronically. Marketing no longer has sole

ownership of customer interactions. The new thinking is that every employee must be

customer focused.

Today Bisleri recognize its operations to align them better with customer needs. Rather than

letting each department pursue its own objectives, firms are linking all departments in the

cause of creating customer value. Rather than assigning only sales and marketing people to

customers, they are forming cross functional customers teams. For ex, Bisleri New Delhi

assigns “customer development teams” to each of its major retailer accounts. These teams-

consisting of sales and marketing people, operations and logistics specialists, market and

financial analysts, and others- coordinate the efforts of many Bisleri departments towards

serving the retailer and helping it to be more successful.

2. Connecting with outside partners through supply chain management

As we know that marketing channels consists of distributors, retailers, and others who

connect the company to its buyers. However, the supply chain describes a longer channel,

stretching from raw materials to components to final products that are carried to final

buyers. For example the supply chain for Bisleri consists of suppliers of plastics, computers

and other components, the product manufacturer, and the distributors, retailers and others

who sell the mineral water to businesses and final customers. Each member of the supply

chain creates and captures only a portion of the total value generated by the supply chain.

Through supply chain management, Bisleri ltd. Today are strengthening their connections

with partners all along the supply chain. They know that their fortunes rest not only on how

well their entire supply chain performs against competitors supply chains. Rather than

treating suppliers as vendors and distributors as customers, it treats both as partners in

delivering value to consumers. In this direction Bisleri works with its suppliers to

streamline logistics and reduce joint distribution costs, resulting in lower prices to.
 Bisleri’s New Marketing Thinking Includes:
 be market and customer centered

 Target selected market segments or individuals

 Focus on customer satisfaction and value

 Develop customer relationships

 Keep old customers

 Grow share of customer

 Serve profitable customers, “fire “ losing ones

 Connect with customers directly or through retailers or distributors

 Develop customized products

 Enlist all departments in the cause of customer satisfaction and value

 Partners with other firms

 Market locally and globally

 Assume social and environmental responsibility

PLANNING :

The process of planning may be as important as the plans that emerge. Planning encourages

management to think systematically about what has happened, what is happening, and what

might happen. It forces the co. to sharpen its objectives and policies, leads to better

coordination of co. efforts, and provides clearer performance standards for control. The

argument that planning is less useful in a fast – changing environment makes little sense. In

fact, the opposite is true: sound planning helps the co. to anticipate and respond quickly to

changes, and to prepare better for sudden developments. Thus planning turns out to be an

essential part of good management.

Bisleri, usually prepare annual plans, long range plans, and strategic plans. The annual and

long- range plans deal with the cos. Current businesses and how to keep them going. Their

marketing plan including following sections for different purposes.

 Executive summary:

Presents a brief summary of the main goals and recommendations of the plan for

management review, helping top management to find the plans major points quickly. A

table of contents follows the executive summary.

 Current marketing situation:

Describes the target market and cos. Position in it, including information about the market,

product performance, competition, and distributors. This includes:

 Market description that defines the market and major segments then reviews customer

needs and factors in the marketing environment that may affect customer purchasing.

 Product review that shows sales, prices, and gross margins of the major products in the

product line.

 A review of competition, which identifies major competitors and assesses their market

positions and strategies for product quality, pricing, distribution, and promotion.

 A review of distribution, which evaluates recent sales trends and other developments in

major distribution channels.

 Threats and opportunity analysis:

Assesses major threats and opportunities that the product might face, helping management to

anticipate important +ve or _ve developments that might have an impact on the firm and its

strategies.

 Objectives and issues:

States the marketing objectives that the co. would like to attain during the plans term and

discusses key issues that will affect their attainment. For example, if the goal is to

achieve a 15% market share, this section looks at how this goal might be achieved.

 Marketing strategy:

Outlines the broad marketing logic by which the business unit hopes to achieve its

marketing objectives and the specifics of target markets, positioning and marketing

expenditure levels. It outlines specific strategies for each marketing mix element and

explains how each respond to the threats, opportunities, and critical issues spelled out earlier

in the plan.

 Action programs:

Spells out how marketing strategies will be turned into specific action programs that answer

the following questions: what will be done? Who is responsible for doing it? How much

will it cost?
 Budgets:

Details a supporting marketing budget that is essentially a projected profit-and-loss

statement. It shows expected revenues (forecasted number of units sold and the average net

price) and expected costs (of production, distribution, and marketing). The difference is the

projected profit. Once approved by higher management, the budget becomes the basis for

materials buying, production scheduling, personal planning, and marketing operations.

 Controls:

Outlines the control that will be used to monitor progress and allow higher management to

review implementation results and spot products that are not meeting their goals.

Strategic control involves looking at whether the cos. Basic strategies are well matched to

its opportunities. A major tool for such strategic control is a marketing audit. The

marketing audit is a comprehensive, systematic, independent, and periodic examination of a

cos. Environment, objectives, strategies, and activities to determine problem areas and

opportunities. The audit provides good input for a plan of action to improve the cos.

Marketing performance.

Bisleri's marketing audit covers all major marketing areas of a business, not just a few

trouble spots. It assesses the marketing environment, marketing strategy, marketing

organization, marketing systems, marketing mix, and marketing productivity and

profitability. The audit is normally conducted by an objective and experienced outside

party.
Bisleri’s Marketing Audit Questions:

Marketing environment audit:

1. Microenvironment: what major demographic, economic, natural, technological,

political, and cultural trends pose threats and opportunities for this co.?

2. Task environment :

 Markets and customers: what is happening to market size, growth, geographic

distribution, and profits? What are the major market segments? How do customers

make their buying decisions? How do they rate the co. on product, quality, value, and

service?

 Other factors in the marketing system: Who are the Co’s. Major competitors and what

are their strategies, strengths, and weakness? How are the cos. Channel performing?

What trends are affecting suppliers? What key publics provide problems or

opportunities?

Marketing strategy audit:

1. Business mission and marketing objectives: Is the mission clearly defined and market

oriented? Has the co. set clear objectives to guide marketing planning and performance?

2. Marketing strategy: Does the co. have a strong marketing strategy for achieving its

objectives?

3. Budgets: Has the co. budgeted sufficient resources to segments, products, territories,

and marketing mix elements?

Marketing organization audit

1. Formal structure: Are marketing activities optimally structured along functional,

product, market, and territory lines?

2. Functional efficiency: Do marketing and sales communicate effectively? Is marketing

staff well trained, supervised, motivated, and evaluated?

3. Cross –functional efficiency: Do marketing people work well with people in

operations, R&D, purchasing, human resources, IT, and other non marketing areas?
Bisleri’s Marketing Enviornment:
A company’s marketing environment consists of the actors and forces outside marketing

management’s ability to develop and maintain successful relationships with its target

customers. The marketing environment offers both opportunities and threats successful

companies like Bisleri know the vital importance of constantly watching and adapting to the

changing environment.

Changing pictures of future give marketers of Bisleri, plenty to think about. Here marketers

take the major responsibility for identifying and predicting significant changes in the

environment. More than any other group in the co, marketers are trend trackers and

opportunity seekers. Although every manager in the company observes the outside

environment, marketers have two important aptitudes. They have disciplined methods-

marketing intelligence and marketing research-for-collecting information about the

marketing environment. They also spend more time in the customer and competitor

environment. By conducting systematic environmental scanning, marketers are able to

revise and adapt marketing strategies to meet new challenges and opportunities in the market

place.Bisleri’s marketing environment is made up of a microenvironment and a macro

environment.
MICRO ENVIRONMENT:

Consists of the forces close to the co. that affect its ability to serve its customers – The

company, suppliers, marketing channel firms, customer markets, competitors, and publics.

1. COMPANY: In designing marketing plans, marketing management takes other co.

groups into a/c—groups such as top management, finance, research and development

(R&D), purchasing, manufacturing, and accounting. All these interrelated groups form

the internal environment. Together, all of these departments have an impact on the

marketing department’s plans and actions. Under the cos. Concept, all of these functions

must “think customer,” and they should work in harmony to provide superior customer

value and satisfaction.

2. SUPPLIERS: Suppliers are an important link in the company. Overall customer value

delivery system. They provide the resources needed by the co. to produce its goods and

services.

3. MARKETING INTERMEDIARIES: They help the co. to promote, sell and distribute

its goods to final buyers. They include resellers, physical distribution firms, marketing

services agencies, and financial intermediaries.

4. CUSTOMERS: The co. needs to study its customer markets closely. In Bisleri, there

are 5 types of customer markets. Consumer markets consists of individuals and

households that buy goods and services for further processing or for use in their

production process, whereas reseller markets buy goods and services to resell at a profit.

Government markets are made up of government agencies that buy goods and services to

produce public services or transfer the goods and services to others who need them.
5. COMPETITORS: Bisleri’s marketing concept States that to be successful, they must

provide greater customer value and satisfaction than their competitors do. Thus,

marketers must do more than simply adapt to the needs of target consumers. They also

must gain strategic advantage by positioning their offering strongly against competitor

offerings in the minds of consumers.

6. PUBLICS: A public is any group that has an actual or potential interest in or impact on

an organization ability to achieve its objectives. Bisleri has seven types of publics.

 Financial publics- it influences the cos. Ability to obtain funds. Banks, investment

house, and stockholders are the major financial publics.

 Media publics carry news, features, and editorial opinion. They include newspapers,

magazines, and radio& television Stations.

 Government publics- management must take government developments into A/C.

Marketers must consult the co’s. Lawyer on issues of product safety, truth in advertising

and other matters.

 Citizen action publics- here co’s. Marketing decisions may be questioned by consumer

organizations, environmental groups, and others. Its public relations department can

help it stay in touch with consumer and citizen groups.

 Local publics include neighborhood residents and community organizations.

 General public- Bisleri always take into consideration the general publics attitude toward

its products and activities because the publics image of the co. affects its buying.

 Internal publics- include workers, managers, volunteers, and the board of directors.
MACRO ENVIRONMENT:

Consists of the larger societal forces that affect the microenvironment—demographic,

economic, natural, technological, political, and cultural forces.

Major forces in the companies’ macro environment:

1. Demographic environment: Is the study of human populations in terms of size,

density, location, age, gender, race, occupation and other statics. The demographic

environment is of major interest to Bisleri’s marketers because it involves people, and

people make up markets.

2. Economic environment: Consists of factors that affect consumer purchasing power and

spending patterns.

3. Natural environment: Involves the natural resources that are needed as inputs like

water by marketers or that are affected by marketing activities.

4. Technological environment: Consists of the forces that create new technologies,

creating new and better products and market opportunities.

5. Political environment: Consists of laws, government agencies, and pressure groups that

influence and limit various organizations and individuals in a given society.

6. Cultural environment: Is made up of institutions and other forces that affect a

society’s basic values, perceptions, preferences, and behaviors. Culture, indeed, is a very

important factor for marketers because people grow up in a particular society that shapes

their basic beliefs and values and defines their relationships with the co.
Distribution Channel of Bisleri:
Distribution' is one of the four aspects of marketing. A distribution business is the

middleman between the manufacturer and retailer or (usually) in commercial or

industrial the business customer. After a product is manufactured by a supplier/factory,

it is typically stored in a distribution company's warehouse. The product is then sold to

retailers or customers.

Frequently there may be a chain of intermediaries, each passing the product down the

chain to the next organization, before it finally reaches the consumer or end-user. This

process is known as the 'distribution chain' or, rather more exotically, as the 'channel'.

Each of the elements in these chains will have their own specific needs; which the

producer must take into account, along with those of the all-important end-user.

Channel members

Distribution channels can thus have a number of levels. Kotler defined the simplest

level, that of direct contact with no intermediaries involved, as the 'zero-level' channel.

The next level, the 'one-level' channel, features just one intermediary; in consumer

goods a retailer, for industrial goods a distributor, say. In recent years this has been the

level which, together with the zero-level, has accounted for the greatest percentage of

the overall volumes distributed.

Channel management

The channel decision is very important. In theory at least, there is a form of trade-off:

the cost of using intermediaries to achieve wider distribution is supposedly lower.

Indeed, most consumer goods manufacturers could never justify the cost of selling

direct to their consumers, except by mail order. In practice, if the producer is large

enough, the use of intermediaries (particularly at the agent and wholesaler level) can

sometimes cost more than going direct.

However, many suppliers seem to assume that once their product has been sold into the

channel, into the beginning of the distribution chain, their job is finished. Yet that

distribution chain is merely assuming a part of the supplier's responsibility; and, if he

has any aspirations to be market-oriented, his job should really be extended to

managing, albeit very indirectly, all the processes involved in that chain, until the

product or service arrives with the end-user. This may involve a number of decisions on

the part of the supplier:

 Channel membership

 Channel motivation

 Monitoring and managing channels

Channel membership

1. Intensive distribution - Where the majority of resellers stock the `product' (with

convenience products, for example, and particularly the brand leaders in consumer

goods markets) price competition may be evident.

2. Selective distribution - This is the normal pattern (in both consumer and

industrial markets) where `suitable' resellers stock the product.

3. Exclusive distribution - Only specially selected resellers (typically only one per

geographical area) are allowed to sell the `product'.

Selection of No. of Intermediaries

High
Intensive
Distribution

Selective
Distribution
No. of

Exclusive
Distribution
Low
Lo No. Of Intermediaries High
w
Bisleri’s Distribution Chart:

BISLERI

DISTRIBUTOR DEALERS RETAILERSCORPORATES

DEALERSCORPORATESRETAILERSHOUSEHOLD HOUSEHOLDRETAILERSCORPORATES HOUSEH

It’s obvious that availability holds the key to the market. For any product to be

successful the distribution system has to be really good.

Apart from creating consumer pull with an advertising campaign, Mr. Chauhan is

boosting the retail push as well. Says a local marketer of a brand, strong in the

institutional segment, toying with the idea of going retail, "Distribution is the key. The

consumer will pick up whatever is conveniently available and is pushed by the retailer.

Mr. Chauhan says that from his vast experience of marketing Gold Spot and Thums Up,

he learnt that distribution plays a crucial role in the successful marketing of bottled

drinks. He says, "Just about anybody can invest money into a bottling plant or other

facilities. The really dirty work is distribution. Making fresh water available within a

particular period of time is crucial for its success."

His strategy is to build a direct distribution system at an all-India level. According to

him, distribution in the Indian context requires experience. Bisleri’s retail distribution

muscle is indeed great. With 16 bottling plants to churn out the product, 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 and use around

2,000 trucks to criss-cross the nation, up from the current 1000.

With little belief in the distributor system, the company leverages its large fleet of

trucks to supply bottled water directly to retailers through a system called ‘route selling’

where the driver of the truck is trained to be a service person. A critical component, this

system, according to him, ensures that the water supplied is fresh and bottles are in

good shape. Though route selling is more expensive than the more commonly followed

method of appointing distributors in different towns, he says, it is more effective.

 Channels for our Household customers
COMPANY

DISTRIBUTORS

DEALERS

DEALERS

HOUSEHOLD CONSUMER

Channels for our Corporate customers

ZERO LEVEL
COMPANY

LEVEL
O
ZERO

DEALERS
LEV

CORPORATE CONSUMER
LEVEL

Distribution will ultimately drive brand success, at least for national level brands. Also,

currently local/regional brands seem to be moving off the shelves.

3.18 Market position

The Rs 700-crore water business, growing at 70 per cent every year, is attracting a flood

of players. They now have to play pure or go bust.

Suddenly everybody wants to sell purity. There's good money to be made; the market is

around Rs 700 crore and growing at 70 per cent every year. Last year alone 150 players

jumped in the fray for a slice of the pie. The branded bottled water segment is, well, wet

and sexy now.

Which is a change from 1993 when a Mr Ramesh Chauhan sold off Parle’s soft-drink

brands (including Thums Up) to the Coca-Cola Company and decided to focus on the

mineral water business? "People laughed at us in the beginning," says Chauhan. The

product, they said, was too niching. Who in India, apart from film stars and five star

hotels and foreigners with weak stomachs, would spend money on bottled water of all

things?

Everybody did. Bisleri, Chauhan's product in pet (polyethylene terepthalate) bottle, is

now a Rs 400-crore company with, he says, "a 60 per cent share" in the branded market.

He predicts his company will hit the Rs 1,000 crore marks in another two years. He also

prophecies, "The bottled water market will outstrip the carbonated drinks market in

three years. Today, the Railways itself has 1,250 brands of water." According to an ORG-

MARG report (January-December 2000), mineral water is 14 per cent of the turnover (Rs

6,000 crore) of the bottled soft-drink industry, with per capita consumption of mineral

water in India at 0.5 litre every year.

Given the figures, no one is likely to laugh at the seemingly incongruous vision of water

over soft-drinks now. Every MNC from Pepsi (Aquafina) to Coca-Cola (Kinley) to

Nestle (PureLife) has already tried to make a splash in the past year. The USP of all

players boils down to purity and safety, with each vying for the same consumer trust.

This has forced the action to shift to things like compactable (crushable) packaging,

proprietary design, tamper-proof seals and sophisticated water treatment. Jargon rules:

while someone does it by ozonisation, others plumb for demineralization and reverse

osmosis to eliminate pathogens, impurities and reduce the total dissolved solids in

water.

First-mover and market leader Parle Bisleri is beginning to feel the heat of competition.

It has made a concerted move from railway platforms, retailers and floating tourists to a 50-

crore target market in the home segment, and is trying to "consolidate" its position with

trendier ad campaigns to give water a new "young" face. In keeping with that image

make-over, its catch-phrase from "Pure and Safe" has been changed to "Play Safe",

wherever you are. Even if you're in the sack.

It's an approach that finds favor with others. Says Suveen Sahib, area manager, south

Asia, of French major Danone which markets the Evian mineral water (Rs 98 per litre)

as "an alternate beverage for lifestyle and fitness needs" in India: "People have started

associating bottled water with good health. Today, we have 500 families in Mumbai

spending anything from Rs 1,000 to Rs 10,000 a month on our water brand."

Bisleri’s esteemed clientele include large institutions and prestigious

outlets, a few of which have been listed as per the annexure:

 President house

 PM house

 Jet airways

 Air India

 Ashok hotel

 Maurya Sheraton

 Hotel metropolitan

 Hotel Radisson

 NSCI club

 Officers club

 ICICI Lombard

 ICICI prudential

 Oriental bank of commerce

 Punjab national bank

 UTI

 Corporation bank

 Russian embassy

 Times of India

 World health organization

 Ministry of health and family welfare

Bisleri’s Major Segmentation Variables for

Consumer Markets:

Size of the bottle Price per bottle Target consumers

250 ml cups Rs. 3 Marriages, parties, Indian airlines

travellers.

500 ml Rs. 8 Teenagers , college students and

Roadside consumers.

1 litre Rs. 12 General consumers and travellers.

1.5 litres Rs. 15 Consumers demanding a little more

water at just a little more price.

2 litres Rs. 20 Small offices, shopkeepers,

Households.

5 litres Rs. 30 Households, institutes, offices,

Retail, shops, showrooms.

20 litres Rs. 60 Households, institutes, offices,

Schools and colleges.

List of key management personnel

 Director Mr. Kadeer Khan

 Deputy General Manager Mr. Abhishek Gupta

 Franchise Manger Mr. Jalees Akmal

 Sales Manager Mr. Puneet Sharma

Parle Bisleri Plans Foray into Fruit Juice Biz:

Parle Bisleri Pvt. Ltd has firmed up plans for a diversification into the fruit juice

business. The company has already set up a fruit juice concentrate plant in Chittor,

Andhra Pradesh. Plans are afoot to identify a site for the company's proposed second

fruit juice plant that is likely to be located in the Northern or Eastern part of India.

Stating this at a press conference on Tuesday, the Chairman and Managing Director of

Parle Bisleri Pvt Ltd, Mr. Ramesh Chauhan, said an investment of Rs 100 crore would

be made in the company's fruit juice projects in the next three years. This amount will

be raised through internal accruals and institutional loans. The products — mango and

guava juice to begin with — will be marketed under the Alfa umbrella brand. Mr.

Chauhan said fruit juices have emerged as a preferred drink after water. Thus, it is a

logical business progression for the packaged water manufacturing company to graduate

to the fruit juice segment, he added. According to him, Bisleri has chalked out

aggressive growth plans for its operations in Eastern India.The idea is to grow by 100

per cent in the next one year and by 250 per cent in the next three years. As part of its

plans to augment its presence in Eastern India, Bisleri has appointed Orient Beverages

Ltd as its sole franchisee in West Bengal, Orissa and Jharkhand. Expansion plans for

Sikkim are being firmed up. The company also plans to scout for business opportunities

in neighbouring countries such as Nepal and Bhutan in the future.

 4. Data Analysis:

4.1 QUESTIONARE:

Ques 1: Do you prefer packaged drinking water?

Ans : Packaged: 73 corporate

Non – Packaged: 27 corporate

P referen ce of P ackaged w ater

80

60
No.of
C o rp o rate 40
73
20 27
0
p ackag ed no n -p ackag ed

Fig. 6

The above bar chart, according to the analysis depicts that there is high demand of

packaged drinking water in the corporate sector.73% of the corporate are preferring

packaged drinking water while 27% of them are preferring non-packaged drinking water

like: aqua guard, own R.O. system, municipality water.Hence corporate world

is opting packaged water rather then non – packaged one. Packaged water market has a

good scope in corporate world.

Ques 2: Which brand of packaged drinking water you are currently

consuming?

Ans: Bisleri: 14 Paras: 0

Aquafina: 2 Hello: 11

Kinley: 4 Prime: 8

Kingfisher: 4 Aqua guard/R.O.: 27

Others [Glacier, Shudh, Mckinsey, Ganga etc.]: 30

S h are o f B isleri in co rp o rate secto r

35 30
30 27
25
20
14
no. of corpo

15 11
10 8
5 2 4 4
0
k in g fis h

aquaguard

o th e
he
k in
b is

pr
aqua

brands of w ater

Fig. 7

The above figure shows the share of bisleri water in corporate sector i.e. only 14% and

other branded water like aquafina, kingfisher, kinley holds only 2 – 4 % share. Basically

corporate market has been ruled by local players like hello, prime and other brands

which hold 50% of the sector. And rest by aqua guard and own purified systems. Hence

local brands are more preferable then branded one like BISLERI.
Ques 3: How long your organization has been associated with this

brand?

Ans: b/w 4-6 above 12

b/w 0-3 months months b/w 7-12 months months

13 22 24 14

L o yality to w ard s b ran d

3 0
2 5 22 24
2 0
1 5 13 14
No. o

1 0
fC orpora

5
0

b / w 0 - 3b /w 4 - 6b /w 7 - 1 2a b o v e 1 2
Mo n th s

Fig. 8

The above diagram shows that how loyal an organization is towards one particular

brand. Maximum corporate i.e. 24% stick to one brand for 7 to 12 months, then 22 %

for 4 to 6 months only 14 % are associated for more then a year. So this brings out the

uncertain behavior of the corporate sector towards one brand. Corporate sector is

demanding more innovations and more price discounts schemes etc. The one who is

providing all that they immediately shifts to that advantageous brand. Hence, corporate

are more demanding and less loyal towards the brand.

Ques 4: Do you feel that packaged drinking water has a seasonality

effect?

Ans: Yes: 60

No: 13

Not available: 27

s e a s o n a lit y e f f e c t

n .a .
27%

no13% yes
60%

Fig. 9

Above pie chart shows that 60% of the corporate feel that water has seasonality effect

which means that during summer season water is demanded more then in winters. While

30% don’t feel like this. Hence bisleri should try to create its awareness more among

consumers through advertisements, publicity, banners in summer season which will help

it to increase its sales.

Ques 5: Which factor can change your brand preference?

Ans:

RO/AQUAGUARDQ PXPX+Q S

27 3 1134 1

S+Q PX+S Q+PX+S Q+PX+P S+P+Q Q+PX+S+P

5 9 4 3 1 2

Where:

Q = Quality S = Service

PX = Price P = Packaging

FA C T O R S A F F E C T IN G B R A N D
R O /A Q U AG U AR D
PREFERENCE Q
PX
PX+Q
3 12 S
4
S+Q
9 27
PX+S
5 Q +PX+S
1 Q +PX+P
3 S+P+Q
Q +PX+S+P
11
34

Fig. 10

According to the above study price and quality combination is the most preferable one

among the corporate sector i.e. 34% corporate are opting it. Then 11% of the corporate

prefer price as the most important factor.9% of the corporate opt for price and service

combo. Hence through this it is concluded that price is one of the most important factor

which can change the brand preference of the corporate sector. This is the only reason

why organizations are opting more local brands like hello, prime, shudh etc. as they are
offering their product at less price like Rs. 25 – 40 for one 20 litre jar well branded

packaged water are at Rs. 50- 60 for 20 litre jar. Quality is also the one of the factor but

organizations are not ready to compromise over the price, they want quality but at the

minimum price. So BISLERI should concentrate over their cost minimization factor.
Ques 6: How do you rate bisleri with other players in the market?

Ans:

VERY

GOOD GOOD STANDARD BAD

7 78 15 0

B IS LE R I'S P E R FO R M AN C E AG AIN S T
IT'S C O M P E TITO R S

15% 0 %7 %
VERY G O O D
GOOD
S TAND AR DBAD

78%

Fig. 11

According to the above diagram Bisleri’s position in corporate market is almost

satisfactory as 78 % rate bisleri performance as good and 7% as very good. While 15%

think bisleri as standard brand in front of other bottled water players. Nobody rate

bisleri as poor brand. Hence through this we can conclude Bisleri’s performance as up

to the mark but the only problem is bisleri price which is Rs. 60 per 20 litres which is

the main obstacle due to which organizations are opting other local packaged water

brands.
Ques 7: Are you satisfied with bisleri’s awareness programmes,

sales campaigns, advertising, and publicity?

Ans:
YES NO N.A.

8 65 27

S A T IS F A C T IO N W IT H B IS L E R I' S
P R O M O T IO N A L M E T H O D S
YES
N .A . 8%
27%

NO
65%
Fig.12

The above survey shows the satisfaction among organizations regarding the

bisleri’s sales promotion methods. And the results are like this 65% of them are not at

all satisfied with bisleri campaigns, advertising, and publicity. according to them bisleri

should more focus on its promotional activities like advertising, awareness among

people, also put their banners, should provide more consumers benefit schemes. Hence

bisleri is required to concentrate on its promotional activities to increase its corporate

market share.
Ques 8: How long are the organizations associated with the brand

they are using?

Ans:

HOW LONG ARE THE ORGANIZATIONS

ASSOCIATED WITH THE BRAND THEY ARE USING?

0-4 MONTHS
14%
27%
14% 4-8 MONTHS

8-12 MONTHS

45% MORE THAN 12

MONTHS

Fig. 13

The above pie-chart depicts that how long are the organizations associated with the brand

they were using. Most of the organizations lie between the category of 4-8 months that’s

because there are different promotional schemes that keep on coming & entice the

organizations to switch over to other brand. Brand loyal clients are in very less ratio i.e. the

ones who are using the brand for more than one year.
Ques 9: Which factors can lead to shift in Brand Preference?

Ans:

WHICH FACTOR(S) CAN LEAD TO SHIFT IN

BRAND PREFERENCE?
R.O SYSTEM
1
QUALITY
0 1
10 PRICE
25
11 Q&P
3 SERVICE
S&Q
PACK
10 15 Q&PACK
24 P&S
Q,S&P

Fig. 14

The above pie- chart depicts different factors that the organizations think can lead to shift in

their brand preference. As it is clearly seen that major percentage is of the organizations who

think price to be the top priority. Price was very important for them they thought that till none

of their employees fall sick they are fine with the quality. Then comes quality, the

organizations who think “health is wealth” come under this category.

5. Findings of the Study:

 People live with the notion that Bisleri is a generic brand.

 Bisleri’s sales promotion is stagnant since last 1 or 2 years.

 Bisleri’s competition has also increased since last 3- 4 years.

 Bisleri being a pioneer should face competition with other key players as kinley,

Aquafina but bisleri is quite ahead with these key players. Now, bisleri is facing

competition with local players like Hello, Prime because percentage of local players is

increasing.

 There should be differentiation in order to make your product different; either it is

product differentiation, service differentiation, packaging or quality differentiation. In

case of bisleri product differentiation is very difficult but to sell their product they can

create service differentiation, but bisleri is not focusing on these points.

 It’s difficult for marketer to get the customer say yes because customer is price

sensitive.Bisleri being pioneers are following the skimming pricing strategy. So,

Bisleri faces problem where price is important.

 The leader position which bisleri was enjoying is fading away.

 Analysis of my study shows that it’s true that bisleri perform better in respect of

aquafina and kinley, the MNC’s brand but can’t able to undermine the local

brands position.

 Local players play a very important role particularly after price increase by

bisleri, as they are available for Rs. 25-35 per 20 litre jar. Retailers at the end of

the day prefer a product where there is maximum margin.

 According to my survey bisleri share is only 15-20% in corporate sector, and the

main reason behind it was its high price due to which consumers are shifting to

other local and low priced packaged water.

 In the highly commercialized area like cannaught place the problem of

duplication of bisleri packaged water was encountered, suppliers are distributing

local water in bisleri bottle. This duplicity is ultimately consumed by innocent

consumers.

 It was also surveyed that bisleri distribution was not appropriate in some areas

like green park, Mr. Singh who used to be a bisleri consumer complaint that he

didn’t get the water supply for 2 days due to which he shifted to mount kailash as

they provided the fast service. Hence bisleri suffers from poor distribution

channel.

 In my survey I concluded that consumers are brand loyal but only when they are

getting right quality at low price. It means if they are offered high price their

brand loyalty shatters and they shifts to other brand.

 In my survey I faced many complaints related to quality and packaging by

bisleri.consumers are not satisfied with bisleri taste, they sometimes found water

sour as well as mixed with dust particles. About packaging they complaint jars to

be full of scratches and dirt.

 According to my survey water has a seasonality effect. As I conducted my

survey during the summer season and it was found that there is high demand of

packaged water in this season so anything available sells and sells well.
 Growth Share Matrix

HIGH

STARS QUESTION

MARK

CASH DOGS

COW

HIGH LOW

RELATIVE MARKET SHARE

The above matrix is given by the Boston consulting group (BCG), a leading mgmt. consulting

group (BCD), a leading mgmt consulting. It’s known as BCG’s growth share matrix. The

growth share matrix is divided into 4 cells:-

i. Stars

ii. Question mark

iii. Cash cow

iv. Dogs

To relate our finding to this matrix. People are living with the notion that bisleri falls under

the category of Stars where the businesses are successful, the market share is high & market

is also high. But this is not the scenario in case of corporate sector. As far as our findings are

concerned bisleri falls under the category of Cash Cow where the market share is relatively

low but market is fine.The below market structure sees that the firms play different role

according to their market share. If we look at bisleri as a whole, bisleri falls under the

category of market leaders.Bisleri are pioneers of the market. But as far as corporate sector is

concerned bisleri’s position can be seen in two ways:

1. If we compare bisleri with the key players i.e. on the basis of brand image, bisleri is the

market leader.

MARKETING

LEADER

40%

Bisleri

MARKET CHALLENGER 30%

MARKET FOLLOWER
20%

MARKET NICHERS 10%

2. In this case we have compared bisleri to local players. Seeing the market share, bisleri’s

position falls under the category of market challengers. That’s because bisleri is facing tough

competition from local players. Local players are following penetration as their pricing

strategy. On the other hand bisleri is following skimming as their pricing strategy
6.Conclusion:

1. From the above study it can be concluded that bisleri is losing its market position.

Day by day bisleri share in packaged water market is declining. The market which

was once dominated by bisleri with 50-55% share is now dominated by local

players.

2. Local players are taking away large chunk of market share and are giving a

threatening competition to bisleri by adopting low price strategy. gone are those

days when consumers used to be quality conscious, when they was ready to sacrifice

any amount of money for the sake of best quality but now days consumers are

becoming more and more price sensitive i.e. they want satisfactorily quality but only

at a low price.

3. People are not ready to compromise with the price anymore. And only this is the

reason why bisleri who was once the pioneer in packaged water is now fading away.

4. Hence to be a market leader once again bisleri has to cut down its prices as in my

study I have concluded that the only that player can survive in this market who has a

low price package. Also bisleri has to focus on its promotional activities as well as

advertisements to reposition its brand and to create brand awareness among the

consumers.

5. Last but not the least bisleri should try to reframe its strategies and should adopt a

low price strategy to achieve a leading position once again.

Recomendations:
As we know bisleri is pioneer of the industry how can one give recommendations but there

are some suggestions so that bisleri can compete with the local players in the corporate

sector.

 Bisleri’s should think over marketing its product because customers need a recalled.

 It should bring out advertisement because nobody remembers when they last saw

Bisleri’s ad.

 Though Bisleri has a brand image but it should try to reduce its prices as it is facing

tough competition from local players.

 Bisleri should create service differentiation

 Bisleri should have tie-ups.

 It should have contracts with offices that are yet to be opened.

 Though Bisleri has a brand image but it should try to reduce its prices as it is facing

tough competition from local players.

 Bisleri should create service differentiation

 Bisleri should have tie-ups.

 It should have contracts with offices that are yet to be opened.

 The biggest reason due to which bisleri is loosing its grip in packaged

water market is its high price, so bisleri should try to adopt low price strategy by

optimization of resources and economies of scale.

 Bisleri should concentrate on increasing its awareness programmes by more

advertisements, road shows, hoardings etc.; which will build the brand image

that will provide the required ground to establish the authenticity to the product.

 Bisleri should widen its distribution channel, more delivery trucks and more

distributors should be appointed so that consumers can find bisleri at right time,

right place and in right quantity.

 Some new strategies should be planned by the company to outplay the

competitors.

 Bisleri should appoint the “checkers team” for different areas where they will

check out and control the pirated bisleri water in that particular area. This will

help in improving the company’s image.

 Bisleri should also try to focus on its quality of water as sometimes people find

its taste not up to the mark and also dust particles in the water. So bisleri can add

some new more processes in its purification process or more scrutinization

should be there.

 Bisleri should also take some steps for providing hot and cold dispensers with

their water supply. As in corporate offices they need this machine which is being

provided by other players like kinley, Aquafina, Prime. If bisleri follow this

strategy of providing dispensers then there sales will increase.

 Each salesman should be encouraged to carry maximum possible stock with him.

Targets for weeks, for fortnights can be set for different routes and contests can

be organized between salesmen.

 The biggest reason due to which bisleri is loosing its grip in packaged water

market is its high price, so bisleri should try to adopt low price strategy by

optimization of resources and economies of scale.

 Bisleri should concentrate on increasing its awareness programmes by more

advertisements, road shows, hoardings etc.; which will build the brand image

that will provide the required ground to establish the authenticity to the product.

 Bisleri should widen its distribution channel, more delivery trucks and more

distributors should be appointed so that consumers can find bisleri at right time,

right place and in right quantity.

 Some new strategies should be planned by the company to outplay the

competitors.

 Bisleri should appoint the “checkers team” for different areas where they will

check out and control the pirated bisleri water in that particular area. This will

help in improving the company’s image.

 isleri should also try to focus on its quality of water as sometimes people find its

taste not up to the mark and also dust particles in the water. So bisleri can add

some new more processes in its purification process or more scrutinization

should be there.

 Bisleri should also take some steps for providing hot and cold dispensers with

their water supply. As in corporate offices they need this machine which is being

provided by other players like kinley, Aquafina, Prime. If bisleri follow this

strategy of providing dispensers then there sales will increase.

7. ANNEXURE

Questionnaire

Ques 1: Do you prefer packaged drinking water?

Packaged:

Non – Packaged:

Ques 2: Which brand of packaged drinking water you are currently

consuming?

Bisleri: Paras:

Aquafina: Hello:

Kinley: Prime:

Kingfisher: Aqua guard/R.O.:

Ques 3: How long your organization has been associated with this

brand?

b/w 0-3 months

b/w 4-6 months

b/w 7-12 months

above 12 months
Ques 4: Do you feel that packaged drinking water has a seasonality

effect?

Yes:

No:

Not available:

Ques 5: Which factor can change your brand preference?

Ques 6: How do you rate bisleri with other players in the market?

Very Good

Good

Standard

Bad
Ques 7: Are you satisfied with Bisleri’s awareness programmes,

sales campaigns, advertising, and publicity?

YES

NO

N.A.

Ques 8: How long are the organizations associated with the brand

they are using?

Ques 9: Which factors can lead to shift in Brand Preference?

8. Bibliography:

BOOKS

Kotler

 Marketing Management,Philip Kotler, Pearson Education 2nd ed.

 Consumer Behavior,G.Schiffman Leon, Prentice-Hall India 8th ed.

 “Marketing Management”, Philip Kotler & Kevin Lane Keller Pearson Education

4th ed.

NEWS PAPERS

 Economic Times, June, 2011

 Financial Express, July, 2011

 Times of India , June, 2011

 Indian Express , July, 2011

MAGAZINES

 Business Today, Ed. 2008

 A & M, Ed. 2008

 Business India, Ed. 2008

 Business World, Ed. 2008

 Business Standard, Ed. 2008

INTERNET

 http://www.bisleri.com

 http://www.science&environment.com

 http://www.blonnet.com