Presented to,

Prof. Jackson
 GROUP MEMBERS
• RAMZANALI MALIK (11)

• NINADA POOJARY (18)

• KARISHMA VARMA (25)

• RAJKUMAR YADAV (31)

• PRASHANT BIRAJDAR (04)

• RAHUL VICHARE (27)

• SHAHID KHAN (34)

• NITIN PILLAI (16)

 Bisleri Profile
• A Italian origin company.

• Parle bought over Bisleri in India In 1969

• Currently 54 bottling plants , 9 plants are company owned & rest

are franchisee or contract packers.

• Company put through multiple stages of purification, ozonised &

finally packed for consumption.

• Company commitment to offer every Indian pure & clean drinking

water
 INTRODUCTION
• Bisleri then was introduced in Mumbai in glass bottles in two varieties –
bubbly & still in 1965.

• In 1995 Ramesh J. Chauhan started expanding Bisleri operations.

• The brand name Bisleri is so popular in India that it is used as

generic name for bottled water.

• Bisleri started its game plan with the punch line of ‘Pure and Safe’ and
used the same catch-line for advertising.

• Bisleri has 60% market share in packaged drinking water in India.

BACKGROUND OF THE CASE
• In 1990 Parle Bisleri had become synonymous with branded water &
had a market share of 70%.

• Other players position them self as packaged drinking water.

• In 1990 Bisleri comes up campaign of Pure and Safe ad.

• But in 2000-01 , company face major competition from Coca-Cola &

Pepsi.

• The market share of Bisleri decline, starting loosing the No.1 position
from the market.

• In September 2000, Parle Bisleri launched its Play Safe ad campaign.

 Ramesh chauhan
• Ramesh chauhan is a person who takes bisleri to new achivement

• JOIN BISLERI IN 1995 AND EXPAND BISLERI MULTIPLIED 20 TIMES IN 10

YEARS WITH AN AVERAGE GROWTH OF 40%. BELIEVES IN INTEGRITY,
LEADERSHIP, TEAMWORK, CO- OPERATION, QUALTIY, PASSION, OPENESS AND
TRANSPERENCY.

• "Our observation is that people consume mineral water not for the minerals,
but for safety. Hence the word "safe" is critical."

-Mr. Chauhan CEO of Parle Bisleri Ltd

 PUBLIC
RELATION
Major Competitors
 Major Players Market Share in India 2008
Percentage
60%
50%
40%
30%
20%
Percentage
10%
0%
ri e y
in
a
ich e y
isl
e nl F r ia ll
Ki a
Ox
y
rl eB l a q u
ro
B
a Co i A
and A g
P ca ps h
Co Pe i kc arle
an P
M
 CONSUMER COMPLAINTS
• MOSQUITO FOUND

Inspected the bottle and had apologized for

the contaminated water.

Issued letter stating that the bottle needs to be

inspected and should be retuned back in order to
check the reason for Mosquito in the bottle.
Fungus like particle inside a sealed
bottle
They apologized and make sure

They pleaded that strict quality control is maintained

at the processing unit and electronic monitoring is
maintained at every stage to maintain the purity of
water. They added that no human touch is involved at
any stage
 Positioning
• Where is the Product in the Customer’s Mind

Mineral Water
Bisleri

Aquafina Brain Cells

Kinley

Oxyrich

Himalaya

Brilliant
Best
Advertisement
 Advertisement

• Late 1990s

• ad campaign brand image—'There is just one Bisleri’

• Print-and-TV campaign - "pure and safe."

• Safety feature - tamper proof seals

• Weakness of conventionally sealed bottles -"breakaway" seal

 Advertisement

• September 2000

• Play Safe ad campaign to make its brand stand apart

• Targeted the youth and hoped to convey a social message

• Shift in positioning from "pure and safe" to "play safe“

• "Our observation is that people consume mineral water not for the
minerals, but for safety. Hence the word "safe" is critical."
-Mr. Chauhan CEO of Parle Bisleri Ltd
 Product

A range of products
that suits all the
occasion

– For daily traveling consumption (250ml cups, 250ml &

500ml bottles)
– For Long traveling consumption (2, 1.5 & 1 Ltr.)
– For Office, Home, Marriage or Meeting use (5 & 20 Ltr.
Returnable packs)
 Promotion
• Advertising Campaign
– First Ad Campaign
– PLAY SAFE

– Second Ad Campaign
– The Sweet taste of Purity

– Third Ad Campaign
– Bisleri The Mountain Water

– Fourth Ad Campaign
– Bisleri bottle falling from mountain
 Strengths
•Bisleri is the synonymous with branded water
•Bisleri is the pioneer in the market
•Major market share
•Generic name for packaged drinking water
•40 years old brand so name its self is TRUST
•Focus on safety
Opportunities
•Can enter in the market of juices & beverages
•Can enter in the market of water purifier
•Can tab the maximum rural market of the country
•Tie-up with railway canteen & stalls
Weakness
•No continuous innovation in the product
•Not able to penetrate on premium segment
•Not more focus on advertisement
Threats
•From the players like Kinley, Aqua fina, Himalaya
Bailley, & Other local & rural products
•New enters in the market like Amul
•If government ban on plastic use then company will
be in trouble
 Recommendation
– Keep Innovating at regular interval

– Improve penetration in the market which includes rural market

– Advertise regularly to maintain top of mind recall

– Improve ties up resorts & restaurant

– Introduce sparkling water to cater to niche category & obtain more

shelf space

– Keep tab for duplication

 LEARNING

• Segmentation, targeting and positioning is very

important
• Distribution network plays a very important role
• Packaging and pricing play an important role in brand
building and brand recalling
• Innovation is the key for success of a firm so it is
important to change with time
• Advertisements help in promotion of the brand
• Customer is the king
Thank you