PROJECT REPORT

ON

“MARKETING STRTAEGIES”

OF

BISLERI

Submitted in fulfilment of the requirement of the degree

Of
Masters in Business Administration
Session(2022-2024)

Submitted to: Submitted By:

Controller of examination Name: Karan Bharadwaj
MDU, ROHTAK Course: MBA
Sem:4th sem
Regn No. : 22110315317

DAV INSTITUTE OF MANAGEMENT

NH-3, NIT, FARIDABAD
(Affiliated to MD University, Rohtak)
 DECLARATION

I hereby declare that the project work "Project Report Submitted by me to the DAV Institute
of Management, Faridabad is prepared by me in the full guidance of our Institute Professor
Dr. Meera Arora and this project is submitted in the full partial fulfillment of the requirements
of the award of the degree of Masters in Business Administration and the Guide certificate
which I mentioned in this Project Report is fully Authentic. The Business embodied in this
thesis has not been submitted to any other university of the Institute for the award of any
degree or diploma.

Karan Bharadwaj
 ACKNOWLEDGEMENT

It would not have been possible for me to prepare and shape this report without the kind of
cooperation and help of person who guided me in a proper direction and providing essential
information regarding report. It is great occasion for me to thanks and express my deepest
sense of gratitude to all those who have guided, advised and supported me during my winter
project work

I wish to thank to Department of Masters of Business Administration, DAV Institute of

Management "Maharishi Dayanand University Rohtak" for providing me an opportunity to
do project work on this topic as a part of MBA curriculum.

As an institute side, it is my great pleasure to have this opportunities to express my sense of

gratitude to my guide DR. Meera Arora for her assistance and encouragement, motivation and
valuable advice from time to time that guided me towards fulfillment of my project report
successfully.

Karan Bharadwaj
 INDEX

Sr. No. Name of contents Page no.

1. Introduction

2. Literature review

3. Research methodology

4. Data analyses and interpretation

5. Conclusion

6. References

7. Annexure
 CHAPTER 1

INTRODUCTION
Formerly Parle Exports Pvt. Ltd.

Company type Private

Industry Beverages

Predecessor Parle Group

Founded 1970s

Founder Ramesh Chauhan

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Ramesh Chauhan (Chairman)

Zainab Chauhan (Director)
Jayanti Chauhan (Director)
Angelo George (CEO)

Products Mineral water

Carbonated drinks

• Bisleri
Brands
• Vedica
• Fonzo
• Spyci
• Limonata

Revenue ₹2,300 crore (US$290 million) (FY23)

Net income ₹200 crore (US$25 million) (FY23)

Website www.bisleri.com
Bisleri International (formerly Parle Exports and Parle Bisleri) is an Indian multinational
company which is best known for the eponymous brand of bottled water. The company was
started in the 1970s by Ramesh Chauhan, and sells bottled water and soft drinks.

Bisleri conducts most of its business in India, with 150 operational plants and a network of
6,000 distributors and 7,500 distribution trucks. Bisleri also sells its products through its
own e-commerce platform and other online retailers.

Vision

Our vision is to be the dominant player in the branded water business. We must expand and be
a leader in the premium beverage category.

Mission

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

Values

Bisleri believes in Integrity, Teamwork, Cooperation, Quality, Passion, Openness and

Transparency.

COMPANY PROFILE

The origins of Bisleri lie in Italy , and the brand owes its name to founder Felice Bisleri, an
Italian entrepreneur. In 1967, Bisleri set up plant in Mumbai for bottling and marketing mineral
water, which was first of its kind in India. However, it didn’t work well. Among other reasons,
the fact that the Indian consumer was unprepared to accept bottled mineral water was
responsible for its failure. Consumer mindsets were more geared towards boiling water at
home. In 1969, Parle bought over the Bisleri brand. In those days Bisleri water was available
in glass bottles. Parle's taking charge of Bisleri did not make a dramatic difference to the brand's
fortunes immediately. While it did gain in terms of visibility and reach piggybacking on Parle's
existing distribution network), efforts to expand the bottled water market were not exactly
painstaking. Parle at that particular time was interested in making soda water and not mineral
water. There were just minor initiatives on part of the company for making mineral water, as it
was not considered to be a very profitable business at that time as people still considered boiling
water to be a safer and better than mineral water. Moreover they were not ready to pay for a
commodity like water, which was so abundantly available.

In 1972-73 Parle changed the packaging of its bottled water to plastic bottles and that
significantly made a difference in the sales. The buyers, then, were mainly the upper class - the
trendy people. In 1993, Coca-Cola bought Parle’s soft drink brands- Thumps-up, limca etc.
While Coca-Cola actually bought over Parle's beverages, it agreed to a settlement that allowed
the multinational to bottle and distribute Bisleri soda for a time frame of five years. The charge
of Bisleri water, however, remained with Parle. The upsurge in the sales of Bisleri started from
this point as Parle sold off its stable of brands to Coca- Cola. This was the time when it started
concentrating on making Bisleri a success in the domestic mineral water market. The reason
why Parle chose to retain the Bisleri name was that Parle saw a fairly lucrative business of
mineral water in Bisleri's equity.

The real shift in company’s policy towards mineral water industry came in 1998, although the
conscious efforts had already been started in 1994. This change was primarily because of the
fact that the people, at this time, had started becoming more health conscious.

History

Background

Bisleri was originally an Italian alcohol remedy drink created by 19th century inventor Felice
Bisleri. In 1965, Italian doctor Cesari Rossi and Indian businessman Khushroo Suntook
introduced Bisleri bottled water in India by setting up a factory in Thane. It was initially sold
only in luxury hotels and restaurants in Mumbai in glass bottles in two varieties – bubbly and
still. In 1969, the Jayantilal Chauhan family of Parle Group acquired the struggling Bisleri
brand, which was looking to exit the Indian market, for ₹4 lakh (about US$50,000 then).

Early years

In the 1970s, Jayantilal Chauhan split his soft drinks business between his two sons; Prakash
Chauhan obtained control of Parle Agro, while Ramesh Chauhan received Parle Exports (now
Bisleri International).

In 1976, Parle Exports launched Maaza, a fruit drink made of mango pulp. After the exit of The
Coca-Cola Company from India in 1977, Parle Exports entered the carbonated drinks segment
with the launch of cola drink Thums Up, lemon flavoured drink Limca and orange flavoured
drink Gold Spot.

To complement its soft drinks portfolio, Parle Exports launched mineral water and carbonated
water in the retail market under the previously acquired Bisleri brand name. According to
Chauhan, the Italian name "added a dash of class to it." The water was initially sold
in PVC bottles, before the company switched to PET bottles in the mid-1980s.

Divestments

The economic liberalisation in India in 1991 saw the return of The Coca-Cola Company in the
country. In 1993, Parle Exports sold its carbonated drinks brands Thums Up, Limca, Gold
Spot, Citra and RimZim to The Coca-Cola Company for between ₹125 crore (about US$40
million) and ₹200 crore (about US$60 million). In addition, it sold Maaza trademark in the
Indian market to The Coca-Cola Company. The deal also included a 15-year non-compete
clause, which prevented Parle Exports from launching competing carbonated drinks until 2008.

Bisleri 250ml bottles with Telugu language labels

In 1998, Ramesh Chauhan sold Delhi Bottling Company and Coolaid, the bottling
companies of the five carbonated drink brands, to The Coca-Cola Company.

In 2000, Ramesh Chauhan announced that Bisleri, which was being operated by eight different
companies from 16 manufacturing locations, would be consolidated under a single entity. As a
result, Bisleri International was incorporated in 2001.

In 2006, the company sold the trademark of Maaza in European and US markets to Infra
Beverages and House of Spice respectively for undisclosed amounts.

Present

In 2010, Bisleri launched a premium bottled water brand called Vedica, with water sourced
from a spring in the Himalayan foothills in Uttarakhand. In 2016, Bisleri re-entered carbonated
drinks segment with the creation of Bisleri Pop under which it launched four varieties of soft
drinks – Limonata, Fonzo, Spyci and Pina Colada.

In 2021, Bisleri launched its line of hand sanitizer products.

Bisleri has forged an exciting partnership with five teams of the prestigious Indian Super
League (ISL) as the Official Hydration partner. The five prominent ISL teams include Mumbai
City FC, Bengaluru FC, Kerala Blasters FC, Chennaiyin FC, and FC Goa.

Products

Bisleri is more than just a mineral water brand. We have a range of products to suit your needs
and preferences. Whether you want to quench your thirst, enjoy a fizzy drink, or buy some cool
merchandise, Bisleri has something for you. Here are some of the products you can explore:

• Bisleri packaged drinking water: The most trusted brand of mineral water in India,
Bisleri packaged drinking water goes through an extensive 10-stage purification
process and 114 quality tests to ensure purity and safety. For your convenience, it comes
in multiple sizes and packs, from 250 ml to 20 litres.

• Vedica - Himalayan Spring Water: A premium natural spring water sourced from the
Himalayas, Vedica is rich in minerals and has a balanced pH level. It is bottled at the
source to preserve its freshness and purity.

• Carbonated Soft Drinks: Bisleri offers a range of drinks in different flavours. You
can choose from Limonata (lemon), Spyci (masala cola), and Soda (plain).

• Bisleri Merchandise:You can also buy cool and trendy merchandise from Bisleri, such
caps, mugs, and more. They are made of high-quality materials and have the Bisleri
logo on them.

• Accessories: You can get stands for 10 litre and 20 litre water bottles, water faucets
and automatic water dispensers.

What sets Bisleri packaged drinking water apart?

Bisleri packaged drinking water is not just any bottled water. We strive to provide you with the
best quality water possible. Here are some of the features that set Bisleri packaged drinking
water apart from other brands:

• 10-step Purification process: Bisleri packaged drinking water goes through a rigorous
10-step quality process that involves collection of water from our sources, ozonisation,
 sand filtration, carbon filtration, micron filtration, reverse osmosis, mineralisation, re-
ozonisation, filling, and sealing.

• 114 Quality tests: Bisleri packaged drinking water undergoes 114 tests at various stages
of production to ensure that the required quality standards are met.

• Mineralisation: Bisleri packaged drinking water is enriched with magnesium, calcium

and potassium which make the water healthy.

BRANDS

• Bisleri

• Vedica
• Spyci

• Limonata
 • Bisleri Soda

MARKETING MIX OF BISLERI

Product Strategy

Bisleri, renowned for its bottled water products, offers a diverse range of beverages in
its product mix. The new Product Mix of Bisleri in 2023 is as follows (Source).

1. Packaged Drinking Water: Bisleri’s flagship product is its packaged drinking water,
which is available in sizes ranging from small 250 ml bottles to large 20-liter cans,
catering to individual and bulk needs.
 2. Mineral Water: Bisleri also offers mineral water, enhanced with added minerals for
those seeking additional health benefits.

3. Sparkling Water: The brand has introduced sparkling water, catering to consumers
who enjoy carbonated beverages. It serves as a refreshing alternative to traditional soft
drinks.

4. Vedica: Bisleri’s Vedica is natural mineral water sourced from the Himalayas,
positioned as a premium product in their lineup.

5. Fonzo: Bisleri Fonzo is a mango-flavored beverage offering a non-carbonated fruit

drink option in their beverage portfolio.

6. Spicy: This is a range of club sodas with a spicy twist, catering to consumers looking
for a unique taste in their carbonated beverages.

7. Limonata: A lemon-flavored carbonated drink, Limonata is part of Bisleri’s venture

into flavored sodas.

8. Urzza: Bisleri’s energy drink, Urzza, is aimed at consumers seeking an energy boost.
It’s positioned as a non-caffeinated energy drink alternative.

Bisleri’s product mix caters to various consumer preferences, from their staple bottled water to
flavored and carbonated beverages, reflecting their expansion beyond traditional water
products.

Place Strategy

Bisleri has realized that availability is the key to success, and for the success of this concept,
the distribution channel has to be up to the mark. The brand strategy has been to create a
direct distribution system at the national level. Presently, Bisleri has more than eighty thousand
outlets used as retail shops in the whole country, and amongst this number, twelve thousand
outlets are alone in Mumbai and Delhi. The company has invested heavily in procuring at least
2000 trucks for safe and convenient transportation of products.

The company has set up eighteen of its manufacturing plants all over the country. It has bottling
plants in various cities like Delhi, Kolkata, Goa, Bangalore, Mumbai and Jaipur. It has decided
to hire its salespeople for proper handling and distributive facilities. This is so because the
brand wants its distribution network in places with a manufacturing plant for cost-cutting and
efficient management processes.
Bisleri is one of the front-runners in the industry today because of its strong network, which
consists of absolute distribution strength. To penetrate deeply into the southern region, the
company has decided to increase its distribution channels.

Bisleri bottles are available in every nook and corner of India. From the small shops to the
paanwallas at every corner, one can easily find a Bisleri bottle to quench their thirst. The glass
bottles are also available at malls, cinema halls, restaurants, airports, railway stations, and
every imaginable place. Hence, availability is not a factor for this product, and the credit goes
to this brand’s highly efficient distribution network.

Here’s the Place Strategy of Bisleri.

1. Extensive Distribution Network: Bisleri boasts a vast distribution network across

India, including urban, semi-urban, and rural areas. This ensures that Bisleri products
are available in various retail outlets, from supermarkets to small local shops.

2. Online Presence and Home Delivery: Recognizing the importance of digital

platforms, Bisleri has established an online presence, offering home delivery services
through its website and mobile app. This caters to the convenience of modern
consumers who prefer shopping online.

3. Partnerships with E-commerce Platforms: Bisleri products are also available on

major e-commerce websites, enhancing their accessibility to a broader customer
base who shop online for groceries and essentials.

4. Direct Sales to Businesses and Institutions: Bisleri directly sells to businesses and
institutions, supplying bulk orders of water and beverages to offices, educational
institutions, hospitals, and hospitality establishments.

5. Strategic Placement in High-Traffic Areas: The company ensures that its products
are prominently displayed in high-traffic areas like airports, train stations, and bus
terminals, catering to the needs of travelers and commuters.

Pricing Strategy

In India, most people belong to the middle class; therefore, the brand has adopted a
reasonable pricing policy. Water is available at every corner, and to sell and market it, one has
to keep the pricing policy of soda water at a minimum range.
The brand realizes the basic idea is to generate as much volume of sales as possible, as this will
automatically result in more significant revenues. Until and unless consumers can buy the
product at a convenient place and affordable rates, it will not reach every part of society.

To meet consumer expectations, Bisleri has kept pricing policies simple. It has recently
increased its rates to a minimum raise under its competitive and reasonable pricing policy
because all its other competitors were also selling their products at that price range.

Bisleri’s pricing and distribution strategy reflects its dominant position in the bottled water
market and is carefully tailored to meet diverse consumer needs. Here’s an expert analysis of
their approach:

1. Competitive Pricing: Bisleri sets its prices competitively, ensuring they are in line with
or slightly lower than its competitors. This strategy is crucial in retaining market
share in the highly competitive bottled water industry.

2. Volume-Based Pricing: The brand offers different sizes of water bottles at various
price points. Smaller bottles are priced for individual consumption and convenience,
while more giant cans are priced economically, catering to households or businesses
with bulk needs.

3. Psychological Pricing: Bisleri often employs psychological pricing tactics, such as

pricing products at just below round numbers (e.g., Rs. 19 instead of Rs. 20). This
strategy effectively makes products appear more affordable to cost-sensitive
consumers.

4. Dynamic Pricing for Online and Home Delivery: For sales through their online
platform and home delivery services, Bisleri may use dynamic pricing, adjusting prices
based on demand, delivery location, and operational costs.

5. Premium Pricing for Specialized Products: For specialized products like mineral
water and sparkling water, Bisleri adopts a premium pricing strategy. These products
are positioned as higher-end options than regular bottled water, reflecting their added
value.

6. Promotional Pricing: Bisleri uses promotional pricing strategies, including discounts,

special offers, and bundle deals, particularly during festive seasons or marketing
campaigns, to attract customers and boost sales volume.
Promotion Strategy

A good product goes a long way in taking the company forward, but without
proper communication between the consumers and the brand, even the product will not be able
to save the company. Bisleri realizes this concept clearly and hence has gone for persuasive
activities to increase its visibility in the consumer market. In one of the first promotional print
media ads, a butler held two Bisleri bottles with a punch line: “Bisleri is very, very
extraordinary.”

This helped capture the public’s imagination and paved the way towards bisleri soda success.
Bisleri’s marketing objectives and advertising policies include personal selling, specific
advertising in different mediums, public relations, and sales promotions. Bisleri has set up an
aggressive media plan with ads on hoardings, billboards, vehicles like trams, trucks, and every
interface a consumer can connect with.

All its ads are on the radio and shown on television channels. Its slogan, “Pure and Safe,” has
become very popular amongst consumers. Bisleri decided on “sealed cap bottles” to distinguish
itself from other companies. It proved a major coup for the brand as it claimed 100% purity
because refilling the bottle without tampering with the seal was impossible.

All its campaigns at this point stretched on the purity point and about the patent for breakaway
seal. Later, the brand changed its tagline to “Play Safe” with bold ads to attract the younger
generation. Bisleri has decided to opt for high packaging standards to promote its products.
Point of purchase advertising is critical for a brand like Bisleri. Also, Bisleri gets top marks
with its innovative hoardings and POP material. All consumers need to know is that they are
getting water at this shop, and that’s what bisleri marketing mix the POP material targets.

SWOT

Strengths in the SWOT Analysis of Bisleri :

1. Brand Recall: Bisleri is very popular around the country for its product. This has made
it achieve a very high brand recall among the minds of the customers. The product is
so popular that it has become synonymous with mineral water. This is a very big success
for the brand as its values and ideologies have clearly resonated with the customers.
This has also earned the trust of the customers for the brand.
 2. Quality Standard: They have always focused on quality of its product and have never
compromised on the same. They claimed their bottled water to be 100% safe to
differentiate with its competitors. They introduced the breakaway seal to make sure
they deliver on their promise.

3. Innovation: They have always strived for innovations among their products. They
were the ones that moved from the glass bottles to PET bottles to ensure quality. The
PET bottles are 100% recyclable thereby taking care of their ecosystem. They
introduced the breakaway seal to maintain the purity. They also introduced the
hexagonal bottles for better handling, balance and usage. They introduced the big
family packs for the usage at homes and offices.

4. Market Share: According to the Euromonitor report of 2016 Bisleri leads the country
in market share with 24.6%.

5. No Close Competitors: Apart from Aquafina and Kinley, Bisleri is at a very

comfortable position in market share in the country.

6. Point of purchase marketing – Bisleri is known to be very strong and aggressive

where point of purchase marketing is concerned. It brands the shops of its dealers and
distributors very well across the country. Furthermore, the colors used are such that
they are noticeable even on highways when the cars are going fast. As a result,
the branding activity results in good turnover overall.

Weaknesses in the SWOT Analysis of Bisleri :

1. Distribution Method: The Routeselling method used by Bisleri is more expensive

than the common method of appointing distributors in different towns. This increases
the cost and many retailers refrain from keeping the product as well. This directly
attacks their distribution potential, revenue and market share.

2. Reuse of Bottles by Locals: Lot of local people collect the Bisleri bottles and refill it
using the local unclean water and then mix it with the original batch. This reduces
the brand image of Bisleri and may prove harmful during consumption.

3. Faults in Production: Many times it comes under scrutiny in lapses of quality. This
damages their brand value and reputation. They also lost the license to produce at their
Noida facility due to a similar case.
 4. Unmet market Potential: It is unable to meet the market potential of the south India
as well as in various pockets of India. Production is not as high as it should be because
the consumption is very high. Naturally, there are other limiting factors to production
such as government norms as well. So if production is increased, Bisleri can match the
potential of the market.

Opportunity in the SWOT Analysis of Bisleri :

1. Expansion: It can expand in different locations across the global markets to increase
the market revenues and profits. Europe and the Middle East is a lucrative option for
the same.

2. Expected Growth Rate: Packaged water grew at 23-25% compared to last year which
is almost double the growth rate of carbonated drinks. This shows there is still huge
potential in the country.

3. Premium Segment: It can launch a premium bottled water for 5-star hotels and high-
end customers. It can diversify its target audience and cash in on this segment as well.

4. Matching demand and supply – A major problem for any retailer to shift to brands
other then bisleri is the regular supply and refill capacity of Bisleri. The more
production Bisleri has, the more market it will conquer and the more it will be able to
match demand with supply. This will increase its revenues tremendously.

Threats in the SWOT Analysis of Bisleri :

1. Competition : Indian markets is getting crowded in this product category. Giants like
Coca-Cola, Pepsi and Tata Global Beverages have launched packaged mineral water in
the country. This can affect the market share of the company and thereby cut its profits
and revenues.

2. New big Players eyeing the market : Apart from this there are several other giants
that are eyeing the lucrative mineral water industry of India. Nestle, Tata, HUL and
DS group are all eyeing this market. This would increase the competition to the next
level.

3. Localised players : Because the barriers to entry are very low for packaged drinking
water industry, there are many competitors who have cropped up in various places. As
they have a smaller operation then Bisleri, they are able to give higher margins to
 retailers and capture the market in pockets. This is affecting Bisleri where small pockets
in urban areas are concerned.

4. RO and Filters : The increase in the sales of water filter and ROs in the country is also
an issue to the sales of Bisleri. People prefer their home water when travelling then to
buy a bottled water from a retailer. And as the rates of such filters are falling the threat
is increasing.

5. Counterfeiting : Local and illegal manufacturer package their products similar to

Bisleri and sell it across local destinations harming the market share of Bisleri.

6. Changing Government Policies: For every drop of water packaged some needs to be
given back to the earth and create sustainability in the environment. Bisleri would need
to change their production style and suit the government norms. This would increase
their cost of production and thereby make their products costlier or drive their profits
down.

PACKAGING AND DISTRIBUTION

PACKAGING

Variety is spices of life. Today for any business organization to be successful it has to provide
its customer with the differentiated product that is a value buy for them. In order to cater to yhe
changing needs of the customer the business has to continuously come out with the variants of
the products so that it can target the maximum segments. Bisleri is available in 250 ml, 300
ml, 500 ml, 1L, 2L, 5L, 10L and 20L pack sizes.

Bisleri has a 32% market share in the organized bottled water segment, in which it mainly
competes with PepsiCo's Aquafina, The Coca-Cola Company's Kinley, Parle Agro's Bailley
and IRCTC's Rail Neer. Bisleri is often used as a generic term for bottled water in India.

DISTRIBUTION

It’s obvious that availability holds the key to the market .For any product to be successful yhe
distribution system has to be really good. Large tracts of the country have not been explored
by the national brands, which explains the proliferation of smaller brands. Bisleri’s strategy is
to build a direct distribution system at an all India level that means serious investment In
company owned trucks and carts, this would make it the largest fleet owner in the country.
Bisleri has around 80,000 retail outlets in the country with about 12,000 each in the delhi and
Mumbai. It is intended to be increased this no. to 10,00,000 in order to expand brands reach.
The company will invest approximately Rs.200 cr. to procure 2000 trucks and hire same no. of
sales people . the company plans to have its own distribution network in places where it has its
own plant.

COMPETETION IN MARKET

The mineral water market is set to explode and hit the Rs.2,000-crore mark in the next couple
of years. This is drawing the big guns attention. First Britannia launched Evian. And recently,
soft drinks giant Pepsi entered the fray with Aquafina. Now, Nestle too is reportedly planning
a foray. Meanwhile, Parle Agro’s Bailey has been growing steadily. Small local players too are
breathing down Bisleri’s neck riding on better trade margins and intensive distribution (in their
respective areas of operation).

The competition facing Bisleri can be categorized into a few brand names like

• Parle Bailey
• Pepsi Aquafina
• Coca Cola Kinley

With Parle’s Bailey being the main competitor and second in market share in the organized
market, Bisleri faces tremendous competition from the unorganized sector.

Aquafina The advantage for Aquafina is that though there are over 300 labels of bottled water
in the Indian market, few can be called brands. It is necessary to remember that every product
with a name is not a brand; even Bisleri has become generic to this category.

It does not have any emotional values attached to it. So there was no difficulty for Pepsi in
creating space in such a market, which is completely different from the soft drinks market,
where it will be very difficult for any new player to find a slot. So the creative team at HTA
virtually had an empty canvas to work on. And it came up with a campaign that did have people
talking. First, a series of teasers, followed by a film that showed healthy bodies and youthful
people and, of course, lots of water. Although Aquafina is only available in a 750 ml pet bottle,
the pricing, at Rs.10, is competitive. And it is safe. In addition to the tamper proof seal, there
is a reliable method of checking whether the bottle has been refilled. The date of manufacturing
has been written on the cap as well as on the bottle. Thus a person who is refilling it would
have to find a matching cap and bottle, the probability of which is very low.
Coca Cola- Kinley Coca-Cola joined the race by announcing the imminent launch of its own
brand of water and, in the process, putting to rest rumors of its so-called takeover of Bisleri.
Kinley is targeting institutions.

Parle Agro’s- Bailley Bailley the brand that is owned by Ramesh Chauhan’s brother Prakash
Chauhan is very popular in the southern part of India. Southern part of India accounts for 20%
of the sale of the whole water market industry. Bisleri would have a tough competition from
Bailley since the company plans to spread its presence in that part of the country. Another thing
that makes the competition difficult for the company is the price at which it’s competitor is
offering the product. Like Bisleri it also gives the 1 lt. For Rs.10. The only strength point of

the company, which it can capitalize, is it’s generic name. And also the company would have
to enter that market with a strong distribution base. We know the fact that Bailley has grown
at a rapid pace using the route of franchising, which Bisleri has not adopted as yet. This is
another point, which the company would have to take care of to face the competition.
ADVERTISING CAMPAIGN OF BISLERI

Every brand needs a good ad campaign to establish itself in the market. So it becomes very
imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand.
Bisleri started its game plan with the punch line of ‘Pure and Safe’ and used the same catch-
line for advertising. But with the advent of manynew players, all claiming the purity, it became
very imperative for Bisleri to differentiate its product so as to stand out in the market.

Bisleri found the answer in ‘sealed cap bottles’. It claimed 100% purity. While the bottles of
the other brands, it claimed, could be refilled with ordinary, or even germinated water, Bisleri’s
seal capped bottles ensured the consumer of purity of water and single-used ness of the bottles.
The ad showed a milk-man and a child showering their buffaloes and filling the ‘so-called’
mineral water bottles with the same water and packing them with the simple polythene seal and
the consumer not knowing about the ‘purity’ of the water he is drinking.

Next clip shows the Bisleri bottles being sealed with plastic caps and ensuring the purity of
water. The ad did work for Bisleri and it got its much needed product differentiation.

In 2000, some giant brands like Pepsi and coca-cola entered the mineral water industry with a
big bang. Bisleri now had a big threat of maintaining its market cap. While Coca-cola
introducing its brand ‘Kinley’ as a health care product, Pepsi projected ‘Aquafina’ as something
as pure as ‘Your own body’. Pepsi targeted the young generation and introduced Aquafina as a
fancy product to carry.

The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and thus give your
body the purest water. The ad showed young vibrant models and created the atmosphere of
youthfulness. Water, Pepsi claimed, was no longer a simple beverage, but was something
highly fashionable. They complimented it by giving their bottles an attractive look. This soon
caught the eye of the consumer. All these factors made Pepsi the biggest upcoming competitor
of Bisleri (whereas Kinley lagged behind the race, showing a doctor advising a family to take
Kinley for pure water – not a very attractive ad campaign).

Bisleri, to counter-attack the new ‘Feel-Young’ fever had to even bolder steps. They first
changed their base line from ‘Pure and Safe’ to ‘Play Safe’. They tried a brand new ad campaign
to catch the fancy of consumer.

The new ad showed a young romantic couple on a marooned island, when the girl seductively
attracts the guy and he follows her in trance. The moment he gets hold of her, she whispers
something in his ears. The next few shots show the guy looking for something in frenzy…can
not find it….rushes towards the chemist’s shop….buys ‘something’ (keeping the audience in
suspense…or rather implicitly pointing for ‘……’). The girl opens it and….POOF….takes out
a bottle of Bisleri and quenches her thirst. Caption: “Play Safe”. This campaign was to catch
the attention of youth and a new Indian society which is supposed to be ‘not-so-prudish’. Thus
Bisleri has taken a very bold step. The T.V. ads have been complimented by print ads also. The
company has to focus on the marketing management of the product. In light of the challenge
in front of the company and its current strengths and position, we have incorporated the
marketing mix to counter the marketing strategies of the competitors by developing its own
marketing.
 CHAPTER-2

REVIEW OF LITERARTURE
Devendiran (2015) in his study stated that now-a-days successful companies
have recognized that the marketing environment is constantly spinning new opportunities
and they environment the marketed should also identify the consumer information source
and evaluate their relative communication for the target market companies must work to
ensure customer satisfaction at all level of the buying process because after the satisfaction
of customers the companies give due considered for profit today more companies are
recognizing the importance of satisfying retaining current customers.
The study focuses on the purchase behaviour and customer satisfaction of pure it water
purifier. It is little attempt made by the researcher to bring the product satisfaction of the
customer with respect to the products performance and the after sales services rendered by
the company the respondents are satisfied with all aspects.

John (2016) in his article made an attempt to find the reasons for many
companies to invest in producing bottled water from the viewpoint of the customers. The
study revealed that many companies launched their brands of bottled water in view of good
response from their customers.

Eric Teillet, et al., (2017) in their study investigated the potential contribution
of the specific mineral contents of the different water samples. However, they found that,
the quantity of most minerals was found highly correlated with the global mineralization
(TDS). In addition, sensory differences between the water samples were too small to
highlight the influence of some specific minerals in the taste of water. Finally, the study
highlighted the impact of TDS in the taste of water, but other factors such as contaminants
or minerals, individually, can also influence the perception of the taste of water. It has been
demonstrated in the study that most consumers cannot distinguish between bottled water
and tap water when the latter is chlorine-free.

Vinicius Brei1 and Steffen Bohm (2018) in their paper, they aim to address this
gap by critically engaging with marketing campaigns of so-called „Sethical‟ bottled water. They
especially focused on a major CSR strategy of a range of different companies that promise to
provide drinking water for (what they name as) „poor African people‟ by way of Western
consumers purchasing bottled water. Following Fairclough‟s approach, they unfold a three-step
critical discourse analysis of the marketing campaigns of 10 such ethicalbrands. Their results
show that bottled water companies try to influence consumers‟ tastes through the management of
the cultural meaning of bottled water, producing a more ethical‟ and “socially responsible”
perception of their products/brands. Theoretically, they base their analysis on McCracken‟s model
of the cultural meaning of consumer goods, which, they argue, offers a critical perspective of the
recent emergence of CSR and business ethics initiatives.
They discuss how these marketing campaigns can be framed as historical struggles
associated with neo-liberal ideology and hegemony. Their analysis demonstrates how such CSR
strategies are part of a general process of the reproduction of capitalist modes of accumulation
and legitimating through the usage of cultural categories. They have argued that it was precisely
through this process of cultural signification
that companies are able to differentiate themselves from their competitors in the hope of gaining
an advantage in an increasingly saturated market and distract from attacks on their
environmental performance. Instead of addressing these attacks directly for example, by
reducing the environmental impact of their products bottled water companies have turned to
cause-related marketing in order to improve the image of their brands through „doing good‟ in
the so-called „developing world.‟ That is, the marketing appeal is not directed only at ethical
consumers. The practice of „ethical‟ consumption is now an invitation extended to all
customers, which confirms the findings of the Response team of the researcher who have
claimed that „ethics-in-action‟ strategies are evidence of a wider shift from a negative
conception of CSR (do no harm) to a positive one. The act of consuming bottled water becomes
the material expression of a cultural disposition through which one can articulate ones desires
for ethics, charity, help and more generally perhaps a better world.

Joanna Galvez (2016) concluded that bottled water was the primary source of
drinking water for almost all households. Living Waters for the World consumers were
more likely than non-consumers to cite price as a reason they preferred a specific brand of
bottled water. Living Waters for the World consumers were also more likely to use bottled
water for other purposes besides drinking, namely, cooking, preparing food, and brushing
their teeth compared to non-consumers. Overall, there were some interesting findings but
due to the small sample, it was difficult to perform further analyses. The author speculates
that further study is needed with a larger, randomized sample. Qualitative studies can explore
more in depth the reasons Living Waters for the World consumers prefer to drink their water.
The findings from this research can be used to scale up similar interventions, and set up SWEs
that fit with the community consumption practices.
Yvone Lieketseng Liee (2016) discussed that bottled water, like any drinking water used
for human consumption, should be safe and wholesome to ensure adequate public health
protection. This is due to potential health effects of concern such as endocrine disruption,
toxicity teratogenicity, mutagenicity and carcinogenicity. Despite the number of regulatory
bodies, publications on bottled water and speculations on its public health significance,
many questions remain to be answered. One of the questions is whether the shelf life of
bottled water is a cause for concern. The aim of the study was to determine the shelf-life of
various commercial bottled waters by monitoring the variation in microbiological, chemical
and aesthetic qualities of bottled water.

Marina Leigh Foote (2017)

Overconsumption in developed economies undoubtedly puts a large strain on the environment,
and many would argue that the damage is irreversible. Current uses and rates of consumption of
freshwater resources are also deemed to be unsustainable. A large contributor to the high
demand for water is the shift in consumer preferences from tap to bottled water. In the last few
decades, bottled water companies have set unprecedented records, surpassing all other types of
non-alcoholic beverages to become the second largest beverage market next to soda. Bottled
water has been on the rise due to its supposed safety, purity and convenience. Municipal tap
water companies have little to no incentive for disproving these theories since tap water
continues to be used for nondrinking purposes. Meanwhile, bottled water companies are
spending millions of dollars in appealing advertisements, which further fuels distrust of tap
water providers.

Anette Veidung (2018) With the largest bottled water market, Europe, maturing
and competition intensifying it becomes increasingly important for the actors to stand out to
the consumer. In order to stand out and capture the consumers‟ attention the bottle design
becomes an important mean of differentiation. Especially because consumers‟ tend to scan
shelves in order to find the product that pops. Furthermore, when confronted with a bottle
design the consumer will have a perception about its quality and an intention of purchase.
The purpose of this thesis is thus to uncover the relationships between bottled waters design and
the consumers‟ perception of the quality of the water contained in the bottle as well as
consumers‟ purchase intention. Furthermore, this thesis also investigates
how these initial decisions are affected through the introduction of additional information about
the bottled waters country of origin followed by the bottles brand. From the earlier studies it is
observed that there is no note worthy studies which carefully documented the consumers'
perception and environmental awareness towards packaged drinking water. Moreover academic
researcher were not evaluated the attitude of dealers perception towards packaged drinking
water business in Indian perceptive. Hence the researcher had made an attempt in fill the
research gap.
A.Raju (2019) concluded that marketing plays a pivotal role in the development of a country.
The development of marketing has always kept pace with economic growth of the country.
Now the modern marketing faces high competition in their activities. Earning profit is
possible only through consumer satisfaction. Aqua Guard water purifier is a leading company
introducing the best water purifier equipments. The company has got good name and fame
for its quality and innovative products to satisfy the current demand for their customer. Even
though it has great strength, it is no more left by competitors. It has to hardly compete with
Eureka Forbes and it is a toughest competition too. To overcome this competition the
company should introduce and adopt new technological advertisement in such a way. The
effective advertisement should introduce potential customer, to create new customers and also
satisfy the existing customer, after sales service of the company is highly satisfied. So the
company should maintain the same standard.
 CHAPTER 3

RESEARCH METHODOLOGY
PROCEDURE OF DATA COLLECTION

Data compilation is an intermediate stage between data collection and

analysis. Data compilation involves classification and summarization in
order to make data amenable to analysis.
In dealing with any problem, once the sample has been selected the data
must be collected from the sample population. There are several ways of
collecting appropriate data which differ considerably in context of money
cost, time and other resources. They can be broadly classified in to two
categories.
Two sources to collect data are namely:
1. Primary Source
2. Secondary Source

PRIMARY SOURCE OF COLLECTING DATA

The Primary Data that I collected were the first hand information which
I received through personal interviews with the consumers and through
questionnaires. This data gave the most vital information for making my
analysis of the prevailing purchasing behaviour of the consumers.
QUESTIONNAIRE TECHNIQUE
The method of collecting data mailing and personally distributing
questionnaire to the respondents is the most extensively employed
technique in various economical surveys. This method is quit popular,
particularly in case of big inquiries. A typical questionnaire consists of a
number of questions arranged and printed in definite order on a form or a
set of forms. The questionnaire is given to the respondents who are
expected to read and understand the questions and write the response in
the given space meant for the purpose in the questionnaire.
SECONDARY SOURCE OF DATA COLLECTION

Secondary Data involved in my research were the information that I

collected through the various broachers and pamphlets of the company
which were provided to me during the analysis.

RESEARCH DESIGN:

The research design which has been used in the project report is
descriptive in nature.

SAMPLE DESIGN:

The sample design which has been use in this project report is simple
random sampling.
SAMPLING UNIT:

A decision has to be taken concerning a sample unit before selecting the

number of samples. It may be geographical as well as individual. Here all
NCR region has been taken as a geographical unit and retailers as an
individual unit.

SIZE OF SAMPLE:

This refers the number of items (Outlets) to be selected from the finite
universe to constitute a sample size. The survey was conducted of 100
outlets.
 CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION
Retailers Data Analysis

Q1 How long have you been selling Bisleri products?

Responses Percentage %
Less than 6 months 16 16
6 months to 1 year 32 32
1 year to 3 years 24 24
More than 3 years 28 28
Total 100 100

Responses
35

30

25

20

15

10

0
Less than 6 months 6 months to 1 year 1 year to 3 years More than 3 years

Interpretation

According to the data 16% of retailers have been selling for Less than 6 months,

32% for 6 months to 1 year ,24% for 1 year to 3 years,28% for More than 3 years.

Majority of the retailer has been selling bisleri for 6 months to 1 year i.e 32%.
Q2 What made you decide to sell Bisleri products?

Responses Percentage%
Brand reputation 26 26
Quality of products 19 19
Demand from customers 38 38
Profit margin 17 17
Total 100 100

Interpretation

According to data the reason of selling bisleri product of retailers are 26% for Brand
reputation , 19% for Quality of products, 38% for Demand from customers,17% for Profit
margin. Major reason for selling bisleri product is demand from the customers.
Q3 How do you currently market Bisleri products in your store?

Responses (%) Percentage%

Prominent shelf placement 40 40
In-store promotions 20 20
Collaborative advertising 14 14
with Bisleri
Social media promotions 26 26
Total 100 100

Responses (%)
45
40
35
30
25
20
15
10
5
0
Prominent shelf In-store promotions Collaborative Social media
placement advertising with promotions
Bisleri

Interpretation

40% marketing through Prominent shelf placement, 20% In-store promotions ,14%
Collaborative advertising with Bisleri , 26%Social media promotions. Majority of the
retailers market the product through Prominent shelf placement.
Q4 Which Bisleri products do you find most popular among your customers?

Responses Percentage%
Bisleri Mineral Water 45 45
Bisleri Vedica 20 20
Bisleri Soda 25 25
Bisleri Fonzo 10 10
Total 100 100

Responses

10

25 45

20

Bisleri Mineral Water Bisleri Vedica Bisleri Soda Bisleri Fonzo

Interpretation

Bisleri product popular among customers 45% like Bisleri Mineral Water,20% like Bisleri
Vedica,25% like Bisleri Soda,10% like Bisleri Fonzo/ Most popular bisleri product is Mineral
Water.
Q5 How often do you replenish Bisleri products in your store?

Responses Percentage%
Daily 20 20
Every 2-3 days 23 23
Weekly 40 40
Less frequently 17 17
Total 100 100

Responses
45
40
35
30
25
20
15
10
5
0
Daily Every 2-3 days Weekly Less frequently

Interpretation

20% replenish Bisleri products Daily,23% replenish Bisleri products Every 2-3 days,40%
replenish Bisleri products Weekly,17% replenish Bisleri products Less frequently. Mjority of
retailers replenish Bisleri products weekly.
Q6 Are you satisfied with the variety of Bisleri products available to you?

Responses Percentage%
Yes 65 65
No 15 15
Neutral 20 20
Total 100 100

Responses

20

15
65

Yes No Neutral

Interpretation

65% are satisfied with the variety of Bisleri products available,15% are not are satisfied with
the variety of Bisleri products available, 20% are neutral about the variety of Bisleri products
available. Majority percentage is satisfied.
Q7 What challenges do you face in selling Bisleri products, if any?

Responses Percentage%
Price competitiveness 22 22
Availability of similar 38 38
products
Lack of consumer awareness 26 26
Other (please specify) 14 14
Total 100 100

Responses
40

35

30

25

20

15

10

0
Price competitiveness Availability of similar Lack of consumer Other (please specify)
products awareness

Interpretation

Challenges faced by retailers Price competitiveness 22%, Availability of similar products

38%, Lack of consumer awareness %26, Other (please specify)14%. Major challenge facedby
retailers is Availability of similar products.
Q8 How do you stay informed about new Bisleri product launches or marketing initiatives?

Responses Percentage%
Direct communication from 43 43
Bisleri representatives
Industry publications 28 28
Social media 16 16
Other (please specify) 13 13
Total 100 100

Responses
50
45
40
35
30
25
20
15
10
5
0
Direct communication Industry publications Social media Other (please specify)
from Bisleri
representatives

Interpretation

43% get information about new products through Direct communication from Bisleri
representatives,28% through Industry publications,16% through Social media, 13% through
other sources. Major information is from the bisleri representative.
Q9 How do you ensure adequate stock levels of Bisleri products during peak demand
periods?

Responses Percentage%
Increased ordering 23 23
frequency
Stockpiling inventory 35 35
Coordination with Bisleri 30 30
for supply
Other (please specify) 12 12
Total 100 100

Responses
40

35

30

25

20

15

10

0
Increased ordering Stockpiling inventory Coordination with Other (please specify)
frequency Bisleri for supply

Interpretation

Retailers ensure adequate stock level of bisleri products through 23% Increased ordering
frequency, 35%Stockpiling inventory,30%1Coordination with Bisleri for supply,12% Other
.Majority is done using stockpiling inventory.

Q10 How do you measure the effectiveness of your marketing efforts for Bisleri products?
 Responses Percentage%
Sales data analysis 42 42
Customer surveys 28 28
Feedback from Bisleri 16 16
representatives
Other (please specify) 14 14
Total 100 100

Responses
45
40
35
30
25
20
15
10
5
0
Sales data analysis Customer surveys Feedback from Bisleri Other (please specify)
representatives

Interpretation

Marketing effectiveness is measured 42% by Sales data analysis, 28% by Customer

surveys,16% by Feedback from Bisleri representatives,14% by Other . Majorly Marketing
effectiveness is measured by Sales data analysis.
Customers Data Analysis

Q1 Have you purchased Bisleri water bottle?

Responses Percentage%
Yes 80 80
No 20 20
Total 100 100

Responses

Yes No

Interpretation

80% of customers have purchased bisleri water bottle.20% have not purchased. Majority have
bought bisleri water bottle.
Q2 How often do you purchase Bisleri products?

Responses Percentage%
Daily 23 23
Weekly 40 40
Monthly 17 17
Occasionally 12 12
Never 8 8

Total 100 100

Responses

8
23
12

17

40

Daily Weekly Monthly Occasionally Never

Interpretation

According to the data 23% have purchased bisleri products daily, 40% Weekly ,17% Monthly
,12% Occasionally,8% Never. Majority of the product is bought weekly.
Q3 How did you first hear about Bisleri products?

Responses Percentage%
Television advertisement 45 45
Social media (please specify 14 14
platform)
Word of mouth 12 12
In-store promotion 20 20
Other (please specify) 9 9
Total 100 100

Interpretation

45% of the customer heard about bisleri through Television advertisement ,14% Social media
,12% Word of mout,20%In-store promotion ,9% Other . Majority of the customers heard
about bisleri through Television advertisement.
Q4 Does advertising of packaged mineral water has any effect on your purchase?

Responses Percentage%
Yes 83 83
No 17 17
Total 100 100

Responses

Yes No

Interpretation

83% of customers were influenced by the advertisement,17% were not influences.

Major percentage of the customers were influenced by the advertisement .

Q5 What factors influenced your decision to purchase Bisleri products over other brands?

Responses Percentage%
Quality of water 22 22
Brand reputation 19 19
Packaging 17 17
Availability 14 14
Price 28 28
Total 100 100

Responses

22
28

19
14

17

Quality of water Brand reputation Packaging Availability Price

Interpretation

Following factors influenced the decision of the customers to purchase Bisleri products over
other brands 22% Quality of water,19% Brand reputation ,17% Packaging,14%
Availability,28% Price. Major reason to choose bisleri products is because of its price .
Q6 Which of the following marketing channels do you find most effective in promoting
Bisleri products?

Responses Percentage%
Television commercials 35 35
Online advertisements 20 20
(social media, websites)
Print advertisements 14 14
(newspapers, magazines)
Billboards/outdoor 18 18
advertising
Other (please specify) 13 13
Total 100 100

Responses

Other (please specify)

Billboards/outdoor advertising

Print advertisements (newspapers,

magazines)
Online advertisements (social media,
websites)

Television commercials

0 5 10 15 20 25 30 35 40

Interpretation

35% of the customers find Television commercials effective in promoting Bisleri product
,20% find Online advertisements (social media, websites),14% find Print advertisements
(newspapers, magazines),18% find Billboards/outdoor advertising,13% find Other effective
in promoting Bisleri products. Majority of the respondents find Television commercials s
source effective in promoting Bisleri products.
Q7 Do you think the price the companies are charging, is worth the product? If yes, then what
should be the prefered price for 1L?

Responses Percentage%
Yes 86 86
No 14 14
Total 100 100

Price (₹) Responses Percentage%

10 20 20
12 18 18
15 30 30
20 32 32
Total 100 100

Responses PRICE
1 2 3 4

14% ₹10
₹20

86%
₹12

Yes No
₹15

Interpretation

86% respondent responded as yes price charged by the companies are worth the price,14%
said No. 20% think ₹10 should be charged for 1L water bottle,18% for ₹12 , 30% for ₹15,
32% for ₹20.Majority is in support of 20₹.
Q8 How long are you purchasing the packaged drinking water?

Responses Percentage%
Less than 1 year 24 24

1 to 3 years 33 33

More than 3 years 43 43

Total 100 100

Responses
50
45
40
35
30
25
20
15
10
5
0
Less than 1 year 1 to 3 years More than 3 years

Interpretation

24% of the respondents have been purchasing packaged drinking water for less than 1
year,33% for 1 to 3 years, 43% for More than 3 years. Majority of the respondents have been
purchasing packaged drinking water for More than 3 years.
Q9 Which size of bottle do you prefer to purchase of packaged drinking water?

Responses Percentage%
500 ml pet bottles 27 27

1 litre pet bottles 39 39

2 litre pet bottles 15 15

5 litre cans 8 8

20 litre cans 11 11
Total 100 100

Responses
45
40
35
30
25
20
15
10
5
0
500 ml pet 1 litre pet bottles 2 litre pet bottles 5 litre cans 20 litre cans
bottles

Interpretation

27% of respondents prefer to purchase 500 ml pet bottles of packaged drinking water,39% 1
litre pet bottles, 15% 2 litre pet bottles,8% 5 litre cans,11% 20 litre cans. Majority of the
respondents purchase 1 litre pet bottles.
Q10 Frequency of purchase (per month)

Responses Percentage%
Below 10 times 18 18

10 to 15 times 35 35

16 to 20 times 24 24

More than 20 times 23 23

Total 100 100

Responses
40
35
35

30
24 23
25

20 18

15

10

0
Below 10 times 10 to 15 times 16 to 20 times More than 20 times

Interpretation

18% purchased below 10 times, 35% 10 to 15 times, 24% 16 to 20 times,23% more than 20
times. Majority purchased about 10 to 15 times.
CHAPTER 5

CONCLUSION
The players who will endure will be those who have a strong regional
presence. Take the case of Team, which enjoys immense popularity
in Tamil Nadu. Similar brands with a regional presence are Siruvani,
and Koday. Thus, new players will be looking for a distinct
positioning. One such brand is Pepsi’s Aquafina, the largest selling
bottled wat er bran d in the U S. After its successf ul test l aunch in
Mumbai and Bangalore, Aquafina was released in Chennai,
Ahmedabad, Vadodara, and Pune. Pepsi has invested over Rs.5 crore
in the new Aquafina water project in Maharashtra, which is the only
Aquafina plant outside the US.
A c c o r d i n g t o D e e pa k J o l l y , e x e c u t i ve v i c e p r e s i d e n t , c or p o r a t e
communications, Pepsi Foods Ltd. “Aquafina will be helped by Pepsi’s
network. Moreover, Aquafina will be served absolutely chilled.” That
makes sense too, since surveys have indicated that an overwhelming
majority of the bottled water that is consumed in India is by people
who are traveling.
With the big players, who have the support of the financial muscle
and a large consumer base in other categories with them, like Pepsi,
Britannia, Nestle and Coke — the battle is the tougher arena of brand
building. All the multinationals are looking at high -octane advertising
targeting sp ecific consumer s egment s . Sensing t roubled waters
ahead, Bisleri is busy working on a strategy to soak up the
competition and protect his water kingdom.
Strategy which the company could adopt, are as follows:
1.The soft target
Selling bottled water requires constantly expanding the market. The
company should also target the market for soft drinks. All the soft
drinks address three issues: fun, thirst and refreshment followed by
status to some degree. The thirst and the status value of the mineral
water are well accepted. There is very little the mineral water brands
can do to add the fun element around the product. Again here, it
be co me s i mp or ta nt f or t he c om p an y t o ha ve a g o o d d is tr ib ut io n
network. It should be understood that if the mineral water is easily
available everywhere then it can be said with confidence that it would
be able to replace the soft drinks as thirst quencher. If we try and look
at the reasons that why consumers buy soft drinks as thirst
qu en ch er s: we w ou ld f in d th e a ns we r as t ha t ei th er wa te r is n ot
available or if it is available then safety is not assu red. Therefore,
backed by a good distribution network mineral water industry can
grow at a rapid rate
CHAPTER 6

REFRENCES
 REFRENCES

https://www.marketing91.com/swot-analysis-bisleri/

https://www.bisleri.com/bisleri-mineral-water?city_id=8

https://www.marketing91.com/marketing-mix-bisleri/
CHAPTER 7

ANNEXURE
 ANNEXURE

QUESTIONNAIRE

FOR RETAILERS

Retailers details (Please fill up):

Retailers shop Name:

Address:

Contact Person:

Q1 How long have you been selling Bisleri products?

a) Less than 6 months

b) 6 months to 1 year

c) 1 year to 3 years

d) More than 3 years

Q2 What made you decide to sell Bisleri products?

a) Brand reputation

b) Quality of products

c) Demand from customers

d) Profit margin

Q3 How do you currently market Bisleri products in your store?

a) Prominent shelf placement

b) In-store promotions

c) Collaborative advertising with Bisleri

d) Social media promotions

Q4 Which Bisleri products do you find most popular among your customers?

a) Bisleri Mineral Water

b) Bisleri Vedica

c) Bisleri Soda

d) Bisleri Fonzo

Q5 How often do you replenish Bisleri products in your store?

a) Daily

b) Every 2-3 days

c) Weekly

d) Less frequently

Q6 Are you satisfied with the variety of Bisleri products available to you?

a) Yes

b) No

c) Neutral

Q7 What challenges do you face in selling Bisleri products, if any?

a) Price competitiveness

b) Availability of similar products

c) Lack of consumer awareness

d) Other (please specify)

Q8 How do you stay informed about new Bisleri product launches or marketing
initiatives?

a) Direct communication from Bisleri representatives

b) Industry publications

c) Social media

d) Other (please specify)

Q9 How do you ensure adequate stock levels of Bisleri products during peak demand
periods?

a) Increased ordering frequency

b) Stockpiling inventory

c) Coordination with Bisleri for supply

d) Other (please specify)

Q10 How do you measure the effectiveness of your marketing efforts for Bisleri
products?

a) Sales data analysis

b) Customer surveys

c) Feedback from Bisleri representatives

d) Other (please specify)

FOR CUSTOMERS

Q1 Have you purchased Bisleri water bottle?

a) Yes

b). No

Q2 How often do you purchase Bisleri products?

a) Daily

b) Weekly

c) Monthly

d) Occasionally

e) Never

Q3 How did you first hear about Bisleri products?

a) Television advertisement

b) Social media (please specify platform)

c) Word of mouth

d) In-store promotion

e) Other (please specify)

Q4 Does advertising of packaged mineral water has any effect on your purchase?

a). Yes

b). No

Q5 What factors influenced your decision to purchase Bisleri products over other
brands?

a) Quality of water

b) Brand reputation

c) Packaging

d) Availability

e) Price

Q6 Which of the following marketing channels do you find most effective in promoting
Bisleri products?

a) Television commercials

b) Online advertisements (social media, websites)

c) Print advertisements (newspapers, magazines)

d) Billboards/outdoor advertising

e) Other (please specify)

Q7 Do you think the price the companies are charging, is worth the product? If yes,
then what should be the prefered price for 1L?

a). 10

b). 12

c). 15
d). 20

Q8 How long are you purchasing the packaged drinking water?

a) Less than 1 year

b) 1 to 3 years

c) More than 3 years

Q9 Which size of bottle do you prefer to purchase of packaged drinking water?

a) 500 ml pet bottles

b) 1 liter pet bottles

c) 2 liter pet bottles

d) 5 liter cans

e) 20 liter cans

Q10 Frequency of purchase (per month)

a) Below 10 times

b) 10 to 15 times

c) 16 to 20 times

d) More than 20 times