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

50

40
No. of respondents
30

20

10

Bisleri

Aquafina

Kinley

Himalayan

Bailey

Others

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
25

No. of respondents

20
15
10
5
0

Aquafina

Bisleri

Kinley

Himalayan

MARKET RESEARCH ANALYSIS

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

250

200

Weighted Score

150

100

50

Bisleri

Aquafina

Kinley

Oxyrich

Bailey

MARKET RESEARCH ANALYSIS

Bisleri has been ranked the most available brand. Kinley and
Aquafina are not far behind.

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

PINK
GREE
N
BLUE

50
40
30
20
10
0

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%

63%

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

MARKET RESEARCH ANALYSIS

Respondents have considered availability and hygiene as the
important factors while purchasing Bisleri.
1

Price

12.2%
(11)

20%
(18)

21.1%
(19)

30%
(27)

16.7%
(15)

Availabilit
y

5.6%
(5)

6.7%
(6)

15.6%
(14)

24.4%
(22)

47.8%
(43)

Hygiene

2.2%
(2)

6.7%
(6)

10%
(9)

23.3%
(21)

57.8%
(52)

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%

19%

Bisleri
Aquafina
Kinley
Others
Himalayan

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