PROJECT REPORT

ON

BISLERI MARKETING STRATEGIES

Submitted by: Dibyendu Thanda

Roll No.: 58 TYBMS
(Marketing)

1
SR.NO. 1. TOPIC PAGE
NO .
1. CHAPTER 1
INTRODUCTION 2
DISTRIBUTION NETWORK OF BISLERI 5
MARKET SHARE 8
COMPANY PROFILE OF BISLERI 10
PRODUCT AND PACKAGING 13
VISION AND MISSION 14
2. CHAPTER 2
REVIEW OF LITERATURE 15
3. CHAPTER 3
RESEARCH METHODOLOGY 19

21
ADVANTAES AND DISADVANTAGES
QUESTIONNAIRE 23
4. CHAPTER 4
ANALYSIS AND INTERPRETATION OF DATA 26
SWOT ANALYSIS 36
5. CHAPTER 5
CONCLUSION 41

RECOMMENDATION AND SUGGESTION 42

6. BIBLIOGRAPHY AND WEBLIOGRAPHY 43

7. ANNEXTURE 44

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 INTRODUCTION:
To the domestic packaged drinking water market

The concept of bottled mineral is quite a new one for Indian People.
Since we never consider these things as necessity and especially
when we are paying for natural resource like water which is
available freely.
The bottled water market has recently seen growth; the reason
behind this may be the growing health consciousness among
Indiansor non- availability of pure drinking water. Most of the users
are daily travelers, patients or it is used in parties/seminars.
Moreover 30% of the whole mineral water customers are travelers.
When governments spoke about providing drinking water to all,little
did one imagine that MNCs would package it and sell it to us. The
advent of the small bottles has increased consumption. Buying water
near the bus stop or at the railway station has become aroutine.
Indian water market has many companies selling water, on an whole
there are more than 300 big & small players in the market some of
the big players are Bisleri, Aquafina, Kinley, Purelife, Mcdowell
etc. these companies are dealing in same market, same price & also
same capacity. Bisleri is owned by Parle group, Aquafina is owned
by Pepsi, Kinley is owned by Coke, Nestle has Purelife. But some
small players also have sufficient market share in their local market,
like prime, silver drop, royal fresh are very popular in the congested
region.
Bisleri is most popular brand in North India. Bisleri is having big
contracts like with air Indian & some part of Indian railways.

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Since the early 1990s, Indian attitude have changed and people are
flocking to the cities at a frenetic pace - one-third of Indian now live
in urban areas.
But in many parts of the country, quality of water is still a major
concern. Given the extreme climatic conditions in India, especially
the heat and dust, plus the fact people are now prone to dehydration
because they commute further for work and social activities, the
issues of safe drinking water is more prevalent than ever.
As the mercury soars, so do the sales of bottled water. The
advantage it has is unlike the Colas and other drinks dispensed from
vending machines, a bottle fits into a handbag and can be carried
conveniently.
The trend of using mineral water for drinking purpose started as a
means to take advantage of the therapeutic value of water. This trend
gained potential momentum during 1970s and ever since bottled
water was exported every year from mineral springs in France and
other European countries.
In western countries,the practice of bottled drinking water started
during 1950s. The first launch of bottled water in India was the
launch of ‘Bisleri’ of Parle company during 1968-69 which was a
major flop as the Indian population was not prepared to accept
the concept of purchasing water. The market of bottled water
remained weak and inactive for as long as 20 years. The relaunch of
Bisleri in 1994, however, was a success due to the growing
awareness and high consciousness of health and hygiene
amongpeople.
Today many medical stores in the city are doing very well with the
sale of branded bottled water. The brand name plays an impression
on the human mind. Bottled water is available in quantities of
330ml, 500ml, 1lt, 1.5lt, 2lts, 5lts, 10lts, 20lts and 50lts.

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DISTRIBUTION NETWORK OF BISLERI

And this is how Parle Bisleri began

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According to the Bureau of Indian Standards there are 1,200 bottled
water factories all over India (of which 600 are in one state -- Tamil
Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10
billion) bottled water market and are hard selling their products in
every way possible -- better margins to dealers,
aggressiveadvertising, catchy taglines. In such a scenario, The
Strategisttakesa look at how
it all started -- with Bisleri -- and how Ramesh Chauhan, chairman,
Parle Bisleri created a market out of purewater.
Bisleri mineral water was bought from the Italian company, Felice
Bisleri, in 1969 -- the company had been unable to market bottled
water and wanted to exit the market -- Parle too did not see any
potential for the product at that time.
As a soft drinks company, Parle had Thums Up, Gold Spot and
Limca (cola, orange drink and lemonade) but no soft drink
companywas complete without a soda. So they merely used the
name and launched Bisleri soda with two variants -- carbonated and
non- carbonated mineral water.
But three decades ago, what could they say about a category that
had no market? They didn't know our target group. Then, since
bottled water is colourless, 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
essence and showed a butler with a bow tie, holding two bottles of
Bisleri.

The punchline was, "Bisleri is veri veri extraordinari" (the

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

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However, the real boost to mineral water came in the early-to-mid-
1980s when they switched to PVC packaging and later to
PETbottles. The PET packaging did not just ensure better
transparency --they could now show sparkling clear water to the
consumers. It also meant better life for the water.
Meanwhile, Bisleri soda was doing well but they had to discontinue
production as they sold their soft drink brands to Coca-Cola in 1993.
But Ramesh Chauhan’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, they 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 they had to push sales.
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. Soft drink sales are in
glass bottles and the distribution model is built around picking up
empty bottles and getting them back to the factory. That's not the
case with the retail bottled water packs (below 2 litre). But a
productthat's not available where it's needed, is useless.
The number of outlets where Bisleri is available has increased from 50,000 in 1995 to
2,50,000 at present. But that is not enough -- they need to keep looking for different
avenues. Take stationery shops and chemists, for instance. They don't keep soft drinks but

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sell Bisleri. That is the kind of exclusivity we look for to get ahead of the distribution
network that soft drink companies talk of.

MARKET SHARE:

Currently, Bisleri continues to lead in the Rs 700-1,000 crore

organised, packaged water market with an estimated 40 per cent
market share, followed by Kinley at 28 per cent and Aquafina with
an 11 per cent share. In terms of volumes, the North and West
remain Bisleri's biggest performing markets, despite the brand's
sustained national-level presence. The market has been growing for
the last three years at an unimaginable rate of 80%. The market size
of bottled water is expected to surpass the size of soft drinks market
very soon in the near future.

Aquafina
Others
11% 21%

Others
Bislery
Kinley
28% Kinley
Aquafina

Bislery
40%

Individual Market Shares:

BISLERI-40%, KINLEY-28%, AQUAFINA-11%,

OTHERS- 21%

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 Some of the specifications as per the latest notification
(which were effective from April 01).
The location of packaging should be close to the source or place
of origin of water.
Only water obtained directly from natural or drilled underground
sources can be sold as mineral water.
For water to be called mineral water it should also not be subject to
any chemical treatments.
For water to be categorized as packaged bottle water, it can be
sourced from any places.
The water has to be treated and disinfected in accordance with
specifications for it to be categorized as packaged bottle water.
Till December ’2000 only six players have applied for license for
packaged drinking water and no company has applied for license
in mineral water category. But around 16 applications in packaged
water category and 6 applications in the mineral water category
are still in the pipeline.
The new regulations also prohibit any claims relating to beneficial
properties of the product and the immediate casualty will be
Coca- Cola with its FFPAI endorsement. Furthermore in a bit to
provide standards for both drinking water and mineral waterand
to regulate the quality and price of bottled water, BIS approval
was made mandatory from the end of 1999.
However the BIS does not lay down any guidelines or practices for
processing water and there is no specific industrial licensing
policy for the bottled-water sector. So in effect anyone can set up
a plant without establishing the source of the water and the
technology used to purify it.
Till recently India was not a potential consumer for packaged water
hence the prospects are now huge. But with regulations somewhat
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confusing and contradictory it is likely to be a while before the
manufacturers are able to realize their full market potential in a
country, which is fast becoming one of the principal global markets
in bottle water.
COMPANY PROFILE OF BISLERI:

:: Background

In 1967, Bisleri an Italian company, started by Signor Felice Bisleri,

first brought the idea of selling bottled water in India. It started a
company called Bisleri India. In 1969, Ramesh Chauhan, the
Chairman of Parle Exports, bought over the brand. In those days,
Bisleri packaged drinking water was available in glass bottles.

Being a returnable package owing to various other problems such as

breakage and weight, in 1972-73, Bisleri was made available in PVC
(Poly Vinyl Chloride) bottles. After this plastic packaging was
introduced, things started to change, and sales increased rapidly.

The upsurge in the sales of Bisleri started in 1993 as Ramesh

Chauhan sold off the Parle stable of brands, including Thums Up,
Limca and Gold Spot. Recognising the potential of the packaged
drinking water market, he then went on to concentrate on making
Bisleri a top selling brand in India.

:: The Present

It was around the year 1995, when Parle Exports took charge of the
brand operations and the business took off in the market. With
factories across India and a strong distribution network, Bisleri
established itself as a force to reckon with in the domestic packaged
drinking water market.
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Earlier the packaged drinking water market consisted of five star
hotels, tourists and foreigners. As a marketing strategy, a conscious
decision was taken by the company that only 40% of the salesshould
come from these outlets and 60% from general market. i.e.
paanwallas, street shops, general stores and even non-tourists.

This brought about a sea change in the perception in the consumer's

mind about consumption of Bisleri. Earlier, drinking bottled water
was considered to be more of a status symbol. That thinking has
slowly changed to the point where today, not drinking Bisleri is
considered as being behind the times. Such has been the presence
and penetration of the Bisleri brand in the bottled water segment.

About few years ago, in 1998, a strategy was adopted to concentrate

aggressively on the home market. The habit of boiling water or
using electronic gadgets was not adequate, since the source of water
itself was unreliable. The bulk packages like the 2, 5 and 20 litre
bottles were introduced to meet this market need. The price per litre
went down as a result, making bottled water very economical for the
consumer.

:: Future Plans
Bisleri was the first to market bottled water in a totally virgin market
and naturally people associate the brand with bottled water. Now
Bisleri is perhaps already ten steps ahead of its competitors and will
endeavour to widen its gap in the times to come.

Bisleri's brand positioning stresses on pure, clean and safe drinking

water.

Some of the future plans to maintain the top spot that Bisleri
commands in the Indian market are:
 New pack sizes in bottles and cups

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  Increase the distribution network with an investment of over
200 crores
 Strengthen presence in traditionally weak areas by setting up
12 new bottling facilities at a cost of Rs. 150 crores

:: Technology Developments

To make sure that the product that reaches the consumer is always of
highest standard and also meets international standards, Bisleri has
always been involved in improving its product packaging. One such
recent development is the tamper proof break away seal. Bisleri
also recognises the need to produce environment friendly products
and is working on the PET project.

The break away seal:

Keeping in mind the consumer's need to recognise a genuine product

that cannot be tampered with, Bisleri developed the break away seal.
The unique cap has been patented and cannot be duplicated or
tampered with. This technology development in the product ensures
that the consumer will only get a highly safe product when they
consume Bisleri packaged drinking water.

Product packaging:

To ensure purity of the bottled water, the bottles that are used are
blown and filled at the factory itself, to avoid contamination.

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 :: Product & Packaging
Bisleri is available in a range of sizes.

The Bisleri bottled water range comprises the conventional

500 ml, one litre, 1.2 litre and two litre bottles; five litre
and 20 litre jars for the home segment, and smaller packs
sizes of 250 ml cups and 330 ml bottles, though in very
limited numbers for now.

BOTTLED WATER ANALYSIS

Bisleri

Spring Water - Still/Sparkling

PARTICULARS Mg/litre
TDS 160
Ph Factor 7.2
Calcium 13.6
Chlorides 22
Bicarbonate 58
Magnesium 7.8
Nitrate 2
Sulphates 19.3
Hardness 66.1

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 :: Vision
A major, diversified, transitional, integrated consumer product
manufacturing company, with National Leadership and a strong
environment conscience, playing a national role in safe water
and Agro based drinks.

:: Mission

➢ To provide the highest quality product, keeping in mind all

aspects including freshness, purity and safety, and making
it easily available to the consumer at a very affordable price.
➢ To achieve international standards of excellence in all aspects
of energy and diversified business with focus on consumer
delight through value and services of product and cost
reduction.
➢ To enhance capital and fixed assets of the group to withstand
challenges and tough market trends.
➢ To attain leadership in developing, adopting and assimilating
state or art technology for competitive advantage.

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 Review of Literature
Harish Chandra, SB (2013), in his article endeavored to discover the customer
fulfillment towards Bisleri water. To be fruitful, associations must investigate
the necessities and needs of their buyers. That is the motivation behind why
numerous scientists and academicians have ceaselessly underscored on the
significance of buyer fulfillment, dependability and maintenance. Buyer
fulfillment is significant on the grounds that numerous specialists have
demonstrated that purchaser fulfillment positively affects an association's
benefit. Because of this, the outcomes of shopper fulfillment and disappointment
must be considered. There is likewise a positive association between shopper
fulfillment, reliability and maintenance. In this way, purchaser fulfillment,
dedication and maintenance are for the most part significant for an association
to be effective. Ramesh Kumar.S and N.Vanitha (2013), The investigation
analyze the brand inclinations of the purchasers in purchasing bundled
drinking water. Meetings of 607 haphazardly chose customers speaking to four
regions in the southern region of Tamilnadu. The respondents give first
inclination for the greater amount and administration quality. The difference in
administration quality is a key factor to hold or switch over to on the brand.. It
is recommended that legislature should find a way to make mindfulness in
checking of value stamps in the bundled drinking water among the individuals.
Subrata Ray and Indranil Chatterjee (2012), for this situation investigation of
purchaser inclinations about Kinley, a perceptual examination has been
accomplished for anticipating the explanations for the inclinations of Kinley, a
decision of marked water among the shoppers of Siliguri dwelling in Siliguri
locale. This contextual investigation manages the consumers‟ discernment
about the characteristic examination in regards to their decision of choosing a
bundled water brand which buying. Siliguri is being assumed as a position of
research in light of the cosmopolitan idea of the populace also financial
condition is concerned. From the contextual investigation different perceptions
developed which will be useful for the advertiser of Kinley particularly the
individuals who are working from North Bengal all things considered. Ratna
Bhushan (2009), in his article titled, "Filtered water Kinley surrounds Bisleri‟s
retail share" Summer wars are never again pretty much bubble and tourist;
they have sifted down to bundled water too. The Ramesh Chauhan-possessed
Bisleri and Coca- Cola's Kinley are neck-and-neck in the Rs 1,200-1,500-crore
retail bundled water section, as indicated by economic specialist AC Nielsen.
Bisleri, be that as it may, claims it leads in the mass portion, which adds to over
half of its deals.

15
However, the real boost to mineral water came in the early 1980 to mid-1980s
when we switched to
Polyvinyl chloride packaging and later to PET bottles. The PET packaging did
not just ensure better
transparency -- we could now show sparkling clear water to the consumers. It
also meant a better life
for the water.
Since 1995 Mr.Ramesh J.Chauhan has started expanding Bisleri operations
substantially
and the turnover has multiplied more than 20 times over 10 years and the
average growth rate has
been around 40% over this period. Presently it has 8 plants and 11 franchisees
all over India. Bisleri
commands a 60% market share of the organized market.

Products and Services

• 1ltr mineral water:-

1 ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in
glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started
by Signor Felice Bisleri who first brought the idea of selling bottled water in
India.

• 1.5ltr mineral water:-

1.5 ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in
glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started
by Signor Felice Bisleri who first brought the idea of selling bottled water in
India.

16
 • 2ltr mineral water:-

2ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in
glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started
by Signor Felice Bisleri who first brought the idea of selling bottled water in
India.

• 20ltr Mineral Water:-

However, the real boost to mineral water came in the early 1980 to mid-

1980s when we switched to

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

transparency -- we could now show sparkling clear water to the consumers. It

also meant a better life
for the water. Since 1995 Mr.Ramesh J.Chauhan has started expanding Bisleri
operations substantially
and the turnover has multiplied more than 20 times over 10 years and the
average growth rate has
been around 40% over this period. Presently it has 8 plants and 11 franchisees
all over India. Bisleri
commands a 60% market share of the organized market.

Products and Services

• 1ltr mineral water:-

1 ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in
glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started
by Signor Felice Bisleri who first brought the idea of selling bottled water in

17
 India.

• 1.5ltr mineral water:-

1.5 ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai
in glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started
by Signor Felice Bisleri who first brought the idea of selling bottled water in
India.

• 2ltr mineral water:-

2ltr Mineral Water under the name 'Bisleri' was first introduced in Mumbai in
glass bottles in two
varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started
by Signor Felice Bisleri who first brought the idea of selling bottled water in
India.

• 20ltr Mineral Water:-

However, the real boost to mineral water came in the early 1980 to mid-1980s
when we switched to Polyvinyl chloride packaging and later to PET bottles.
The PET packaging did not just ensure better transparency -- we could now
show sparkling clear water to the consumers. It also meant a better lifefor the
water.
Since 1995 Mr.Ramesh J.Chauhan has started expanding Bisleri operations
substantiallyand the turnover has multiplied more than 20 times over 10 years
and the average growth rate has been around 40% over this period. Presently it
has 8 plants and 11 franchisees all over India. Bisleri commands a 60% market
share of the organized market. Products and Services• 1ltr mineral water:-1 ltr
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass
bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of
Italian origin. This company was started by Signor Felice Bisleri who first
brought the idea of selling bottled water in India.• 1.5ltr mineral water:-1.5ltr
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass
bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of
Italian origin. This company was started by Signor Felice Bisleri who first
brought the idea of selling bottled water in India.• 2ltr mineral water:-2ltr
Mineral Water under the name 'Bisleri' was first introduced in Mumbai

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 RESEARCH METHODOLOGY:

Starting a research project needs a basic preparation regarding the

issues related to the topic selected. For this one needs to do some

deskwork. Deskwork includes:

1. Determining the basic objectives of the study undertaken.

2. Collection of secondary data related to the topic from Internet,

magazines & newspapers.

3. Study the market, which one wants to cover.

4. Analyze the objective on the basis of information collected by

secondary data.

5. All the above activities at the initial stage of the project must be

completed & then the main part follows.

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Regions of Delhi & its NCR were covered for the study. I took 50
consumers and 10 retailers as my respondents. They were selected
by random sampling method because in this case systematic
samplingis not possible since one cannot say whether a person is
using mineral water or not.

Analysis

Then analysis of the questionnaire filled by the consumers & the

retailers is done on the percentage base analysis & theoretical base
analysis. On the bases of this analysis graphs were prepared showing
the relationship between two variables. The analysis formed
thebases of the inferences drawn and reaching the conclusion of the
study.

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 BISLERI

PepsiCo India launched the packaged water bottle brand Bisleri

about five years ago in a 750-ml pack, basically targeting theyouth.
The brand now retails in conventional retail pack sizes of 500-ml
and 1-litre bottle
Bisleri’s market share in the retail segment is estimated at about 12
per cent and it remains to be seen how PepsiCo succeeds in
penetrating the bulk water market. Pepsi Foods, too, expects its
Bisleri brand to turn national by the year-end. "Bisleri is market
leader and a good brand that has been built over the years. But we
are gradually consolidating our bottled water business,evenif our
positioning is somewhat different," says Pepsi Food's official
spokesperson.

Advantages of Bisleri:

➢ Strong distribution network.

➢ Good brand awareness and brand positioning.

➢ Available in different packs like 500 ml, 750 ml, 1 ltr.

➢ Easy availability of product in all over India.

➢ Benefits as a product of Pepsi.

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 Disadvantages of Bisleri:

➢ Compared to Bisleri and Kinley the service from AQUAFINA is

not satisfactory.

➢ Lack of strong infrastructure.

➢ Non-availability of a variety of range.

➢ Market coverage is not proper.

➢ Focus on wholesalers not on small retailers.

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 Questionnaire

QUESTIONS

Q 1 . What is the ideal sample size to be taken

into consideration for study ?

A } <10 b} 10<100

C} >100

Q 2 . What is the first brand that comes to your mind

when you think of mineral water?

A } Bisleri B } Bisleri

C } Kinley D } Purelife

E } Mcdowell

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Q 3 . What is the ideal size for a mineral water bottle?

A } 500 ML B } 1000 ML

C } 2000 ML D } 5000 ML

Q 4 . Would you prefer Bisleri over other purified water

sources?

A } Yes B } No

Q 5 . Given that the water contamination is a serious issue

in India, are you willing to pay premium for the additional
purity you get for the water?

A } Yes B} No

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Q 6 . When/Where would you prefer going for a bottled
water?

A} For cooking B} While traveling

C} Restaurants D} Restaurants

E} Mixing with baby foods

Q 7 . Are you aware of the ill effects caused by impurities

present in the water?
A } Yes B } No

Q 8 . For the regular use (cooking/drinking), what is the

source of water used by you?

A } Borewell B } Tap water

C } Bottled water

Q 9 . Are you aware of the 6 stages of purification used by

BISLERI?
( CHLORINATION>
ARKAL FILTER >
CARBON FILTER>
REVERSE OSMOSIS >
MICRON FILTRATION >
OZONATION )

A } yes B } No
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Q 10 . Would you prefer BISLERI owned by an Indian Brand
Parle over other products by international brands?

A} Yes B} No

ANALYSIS AND INTERPRETATION

CONSUMER RELATED

DATA ANALYSIS

1 . What would be the ideal sample size to be taken into

consideration for the study?

26
Inference ; As per the data above , 51.6 % of people consider there
ideal sample size should be of 10

2 . What is the first brand that comes to your mind when you
think of mineral water?

Inference : As per the data given above , we found out that

consumer 80.6 % thinks of bisleri ,when they think of mineral
water

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3 . What is the ideal size for a mineral water bottle

Inference : According to the survey , 62.5 % people choose

500ml water bottle to be there ideal size for water bottle

28
4 . Would you prefer Bisleri over other purified water
sources?

Inference : As per the data , 84% of consumer choose bisleri over

other water purified sources

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5 . Given that the water contamination is a serious issue in
India, are you willing to pay premium for the additional purity
you get for the water?

Inference : According to survey , considering health issues cause by

contamination of water , 87.5 % people are willing to pay premium for
purified water

30
6 . When/Where would you prefer going for a bottled
water?

Inference : As per the data , 78.1 % people use pack bottled water
when they are traveling , clearly we can see consumer by pack bottle
while traveling rather than for cooking and other stuff

31
7 . Are you aware of the ill effects caused by impurities
present in the water?

Inference : According to survey , 87.5 people are aware of the ill

caused by impurities present in water , rest of them are not aware due
to lack of knowledge .

32
8 . For the regular use (cooking/drinking), what is the
source of water used by you?

Inference : As per the data , 59 % people choose tap water for there
regular use like cooking and drinking , only few of them ( 34) choose
other options like borewell and bottled water.

33
9 . Are you aware of the 6 stages of purification used by
BISLERI?
( CHLORINATION>
ARKAL FILTER >
CARBON FILTER>
REVERSE OSMOSIS >
MICRON FILTRATION >
OZONATION )

Inference : As per the data , 67% of people are aware of the 6 stages
of purification used by bisleri

34
10 . Would you prefer BISLERI owned by an Indian
BrandParle over other products by international brands?

Inference : As per the survey , more than 80% of people choose

to go with bisleri owned by an indian brand parle over others
international brands ,

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 SWOT ANALYSIS

BISLERI
Bisleri announced the re-launch of its 20-litre home pack with a
more “consumer-friendly format” in thread fitting and valve cap,
against the conventional snap-on fittings. The existing 20-litre

Bisleri's biggest performing markets, despite the brand's sustained

national-level presence the fact remains that the new kids on the
block are nibbling away at Bisleri's stranglehold over the bottled
water segment. Only three years ago, the bottled water market was
estimated at about Rs 300 crore, of which Bisleri commanded a
dominant 80 per cent share. Good Manufacturing Practices are
stringently followed at all times. Processing is religiously
monitored

Bisleri packs are now being withdrawn and the rollout of the new
jars, priced between Rs 40-60, is on. Bisleri’s focus on the bulk
water market has grown in the past few years, mainly owing to the
stiff competition posed by innumerable brands in the packaged
bottled water market. Not only are there big multinational players
like Coke with their huge distribution networks, regional
players exist side by side, enjoying local clout. Bisleri continues to

36
lead in the Rs 700-1,000 crore organised, packaged water market

37
with an estimated 40 per cent market share, followed by Kinley at
28 per cent and Bisleri with an 11 per cent share. In terms of
volumes, the North and West remain Bisleri's biggest performing
markets, despite the brand's sustained national-level presence the
fact remains that the new kids on the block are nibbling away at
Bisleri's stranglehold over the bottled water segment. Only three
years ago, the bottled water market was estimated at about Rs 300
crore, of which Bisleri commanded a dominant 80 per cent share.
To ensure Bisleri packaged drinking water is held safe free from
contaminations, ultraviolet treatment and ozonisation process is
carried out. Ozone is unstable trivalent oxygen, a very powerful
bactericide with no side effect, as it disintegrates into oxygen
within couple of hours Sterilization effect of ozonised water
continues even after water is packaged, thereby ensuring safety of
Bisleri up to its final packing. To ensure high
quality of packing materials, components like caps and
bottles are manufactured in- house from resins of quality
suppliers.

Good Manufacturing Practices are stringently followed at all times.

Processing is religiously monitored at every stage. Testing source
water, processing parameters, microbial quality, packaging
material integrity and finally, shelf life studies, forms an integral
part of quality and safety assurance plan.
38
Strengths:

Core business of company.

First mover in this business since 1969.

Good brand awareness and brand positioning.

Available in different packs like cups, 500 ml, 1 lit, 1.2 lit,

2 lit,5 lit and 20 lit.

Has become generic name in the mineral water market.

Availability of Bisleri in all over India with solid infrastructure

facility.

Focus on customer orientation through low price strategy.

Product differentiation by introducing patented break way

sealcap.

Best service and proper response to dealers and customers.

Weakness:

39
 Lack of brand loyalty as MNC’s are entering the market kile

Nestle’s Purelife, Pepsi’s Bisleri.

Lack of Global Awareness in brand.

Lack of proper advertising to create brand awareness.

Market coverage is not fully utilized.

Institutional sales are not penetrated properly.

Lack of technological up gradation.

Opportunity:

Indian bottled water industry is still at growth stage.

Influence of tourists and expatriates.

Bisleri as a daughter company of Parle has a strong presence

inIndia.

Unreliable municipal water quality.

People are becoming health conscious.

40
Threats:

Numbers of players like Kinley and other local players are

present in the market have already captured the market.

Tough competition from MNC's like Coke & Pepsi.

Fluctuation in sales due to seasonality.

Local manufacturers who refill used bottle Hampers the mi

age of the industry.

Water filters and soft drink industry

is a major threat to industry.

Coke and Pepsi are already having strong

distribution networkin bottle water industry with their own

fleet of trucks & vans.

Local manufacturers who refill used bottle Hampers the mi

age of the industry.

Water filters and soft drink industry is a major threat

to industry.

41
 CONCLUSION

After analysis of the data & facts we have collected from

consumer& the retailers & matching them with the objectives
one can say thatthere is very good future for mineral water
market. Soft drink market might be some threat to the
mineral water at present butwithin few years the scenario is
going to change.Trend signifying increasing health
consciousness amongst Indians could also beobserved.

Market has seen a tremendous growth from the early nineties

& nowit is increasing by 70% to 90% every year so one can
easily say thereis great potential in the mineral water market.

It could also be observed that the living standards of the

People improving & as they are becoming health conscious
are ready to pay for water now. On the question of survival
of so many companies government has made policies &
restrictions from April 2001 which will force many
manufactures to shut down their factories. But due to potential
in the market companies with qualityproduct will survive.

Finally from the data collected at both primary and secondary

levelone can confidently say that Bisleri as packaged water
brand is the current market leader.

42
 RECOMMENDATION AND SUGGESTION

➢ Campaign, stalls to beat local brands & create awareness.

➢ Retailers need to concentrate on 5 and 20 litr bottle

which canbe possible only if properly advertised & home

delivery of jars are done to the end customers.

The market is too congested and confused in the Mumbai & its Ncrregion, so
the company should properly promote & strengthen the distribution channel to
survive the competition

43
 BIBLIOGRAPHY

PRINT MEDIA ----

Business World

A&M

Economic Times

Business India

VISUAL MEDIA…….

Cable Network

Internet

Britannica Encyclopedia

44
 ANNEXURE

CONSUMER QUESTIONNAIRE

Name of the respondent

Address of the respondent

Contact no.

QUESTIONS
Q 1.How often do you consume mineral water?

a) Always b) Sometimes

c) Often d) Never

Q 2. When felling thirsty you opt for?

a) Mineral water b) Soft drink

Q 3. How many brands of mineral water are you aware of?

a) 0-2 b) 3-5

c) 6-10 d) 10 and above

45
 Q 4. Under what circumstances you opt for mineral water?

a) While traveling

b) During parties, meeting, seminars

c) When drinking water is not available

d) During illness

e) Others

Q5. Which size of bottle do you prefer?

a)500 ml b) 1ltr.

c) 5 ltr d) 20 ltr

Q6. Do you think mineral water is much more

hygienic than normal water?

a) Yes b)No

Q7. Do you think the price the companies

are charging, is worth the product?

a) Yes b) No

46
 Q8. Does advertising of this product has any

effect on your purchase?

a) Yes b) No

Q9. Do you think Indians are getting more health

conscious day by day ?

a)Yes b) No

Q10. Which brand do you prefer while buying mineral water?

a) Bisleri b) Kinley

c) Bisleri d) other

47
RETAILER’S QUESTIONNAIRE

Name of the respondent

Address of the respondent

Contact no.

QUESTIONS

Q1. How many brands of mineral water do you sell (specify)?

a) 2-3 b) 3-5

c) More

Q2. What types of brands do you have?

a) Advertised b) Non-Advertised

c) Both

Q3. Which brand is selling more?

a) Bisleri b) Bisleri

c) Kinley d) Others

Q4. Which size of bottle is selling more?

a) 500 ml b) 1 ltr
48
c) 5 ltr d) 20 ltr

Q5. On which brand do you get more margins?

a) Bisleri b) Bisleri

c) Kinley d) Others

Q 6. Do you feel there is growth in the mineral

water market in the last 5 years?

a) Yes b) No

Q 7. What is the future prospect of this market?

a) Excellent b) Good

c) Unlike d) Poor

49