Brand Dossier

Bisleri Packaged Drinking Water

Presented By: Asmita Datta (B12012) Harshit Parekh (B12017) Sanket Balgi (B12042) Subhra Dutta (B12050)
PRAXIS BUSINESS SCHOOL

AGENDA
History & Evolution of Bisleri

Positioning And Repositioning

Marketing Strategies Adopted

Competitors-Generic & Others

Methods Adopted to tackle Competition

Hypotheses and their justification

Market Research Analysis

Net Take Away

HISTORY AND EVOLUTION OF BISLERI

1967- The first bottling plant to manufacture Bisleri was set up in Mumbai 1971- Bisleri was introduced in plastic and pet bottles which gave a boost to sales

2002- Bisleris market share came down to 15.8% due to introduction of Aquafina and Kinley
2005- Bisleri launches Break Away Seal, Fear Factor and Play Safe campaigns to ascertain its purity and safety 2010- Bisleri launches Vedica Natural Mountain Water

POSITIONING AND REPOSITIONING

INITIAL POSITIONING: Pure and Safe REPOSITIONING: The Sweet Taste of Purity Play Safe Stay Protected

MARKETING STRATEGIES ADOPTED BISLERI

ADVERTISING STRATEGIES:

The first print ad punch line was: Bisleri is veri veri extraordinari
The Play Safe advertisements targeted the youth In 2009 Bisleri did a makeover in packaging by introducing the celebration packs

Bisleris advertisements focused on strengthening consumer connect

The Go Green campaign

MARKETING STRATEGIES ADOPTED BY BISLERI (Cont)

SALES PROMOTION: Bisleri-20% extra free Increasing volume and then the price Holding contests Point of purchase displays

SEGMENTATION: The need to stay ahead of competition Demographic segmentation Geographic segmentation Psychographic segmentation

MARKETING STRATEGIES ADOPTED BY BISLERI (Cont)

DISTRIBUTION STRATEGIES Retail outlets Home delivery Bisleri Shoppe Direct road transport

COMPETITORS-GENERIC AND OTHERS

GENERIC COMPETITORS Soft drinks Lassi Fruit Juices Butter-milk Nimbu pani Carbonated water Flavoured Milk

COMPETITORS-GENERIC AND OTHERS (Cont)

Direct Competitors

Kinley Aquafina Oxyrich Himalayan Rail Neer

METHODS ADOPTED TO TACKLE COMPETITION

Bisleri takes on Kinley Bisleri enters different markets Bisleri tries to do away with marketing myopia Bisleri tries to stand out from competitors Bisleri reinvest in the brand

HYPOTHESES AND JUSTIFICATION

Bisleri is the most preferred brand because of its availability.

Bisleri had the first mover advantage and has an efficient distribution channel. But does this make Bisleri the most preferred brand?
Advertisements have helped Bisleri differentiate itself from other brands. With catchy taglines and advertisements, has Bisleri been successful in differentiating itself from other brands?

HYPOTHESES AND JUSTIFICATION (Cont)

We require information: To know if customers prefer other packaged drinking water brands or substitutes over Bisleri to know if Bisleri and other brands are freely available in the market

To know about consumer awareness about Bisleris tagline and its change in look and feel of the bottle

HYPOTHESES AND JUSTIFICATION (Cont)

Instrument of data collection:Questionnaire Why questionnaire:Flexible and convenient Sample Plan:Resulting data should contain a representative sample of all the parameters Sample Size:90 respondents Diagrammatic representations:Bar Graphs and Pie Charts

HYPOTHESES AND JUSTIFICATION (Cont)

Data analysis methods
Diagrammatic representations

Bar Graph
Pie Chart

MARKET RESEARCH ANALYSIS

BRAND RECALL Brand Recall was highest for Bisleri among all packaged drinking water products.
80

70

60 No. of respondents

50

40

30

20

10

Series1

Bisleri 68

Aquafina 38

Kinley Himalayan Bailey 58 9 3

Others 11

MARKET RESEARCH ANALYSIS

BRAND AWARENESS When it comes to brand awareness Kinley, Bisleri and Aquafina are almost at the same level.

MARKET RESEARCH ANALYSIS

Bisleri scores over the other brands in terms of respondents who remember the advertisements
40 35 30 No. of respondents 25 20 15 10

5
0

Series1

Aquafina 17

Bisleri 37

Kinley 27

Himalayan 16

MARKET RESEARCH ANALYSIS

BRAND PREFERENCE Aquafina has emerged as the most preferred brand.
Brand Preference
300

250

Weighted Score

200

150

100

50

Series1

Bisleri 225

Aquafina 283

Kinley 266

Oxyrich 210

Bailey 222

MARKET RESEARCH ANALYSIS

Bisleri has been ranked the most available brand. Kinley and Aquafina are not far behind.
70% 60% 50% 40% 30% 20% 10% 0%

Aquafina

Kinley

Bisleri

Bailey

Oxyrich

4 (Very Easily Available)

3 (Easily Available)

2 (Available)

MARKET RESEARCH ANALYSIS

Though 59.3% of respondents have given the correct answer but still the rest have chosen the blue colour.
100 90 80 70

60
50 40 30 20 10 0

PINK

GREEN
BLUE

KINLEY

HIMALAYAN

BISLERI

AQUAFINA

MARKET RESEARCH ANALYSIS

Awareness of the brand through taglines has not worked has the majority of the respondents have not been able to give the correct answer.

Tagline Awareness

Live Natural (Himalayan) 8% The Purest Part of You (Aquafina) 22% Stay Protected (Bisleri) 33% Boond Boond Mein Vishwas (Kinley) 37%

MARKET RESEARCH ANALYSIS

63% of respondents ask for a particular brand while purchasing packaged drinking water. The next question will tell us which brands they ask.

Responses

10%

27%

Ask for Shopkeeper's Preference I am not bothered Ask for a Particular Brand

63%

MARKET RESEARCH ANALYSIS

Respondents have considered availability and hygiene as the important factors while purchasing Bisleri.
1 Price 12.2% (11) 5.6% (5) 2.2% (2) 2 20% (18) 6.7% (6) 6.7% (6) 3 21.1% (19) 15.6% (14) 10% (9) 4 30% (27) 24.4% (22) 23.3% (21) 5 16.7% (15) 47.8% (43) 57.8% (52)

Availabilit y Hygiene

Shopkeep er/Retaile rs Recomme ndation

23.3% (21)

13.3% (12)

30% (27)

15.6% (14)

17.8% (16)

MARKET RESEARCH ANALYSIS

42% of respondents ask for Bisleri which makes it the most preferred brand.

Brand Preferance 5%

5%

42% 29%

Bisleri Aquafina Kinley Others Himalayan

19%

NET TAKE AWAY

Bisleri is most preferred because of its availability Advertisements have not helped Bisleri to differentiate itself from its competitors Bisleri is considered hygienic Bisleri scores above the other brands in terms of brand awareness Majority of the people ask for Bisleri when they purchase packaged drinking water

Thank You