Bisleri

ANUSHKA GUPTA
ANUSHKA GOEL
MONIKA GUPTA
NEETI JAIN
BHAVYA BHATT

Team Members
 CONTENTS
•About Bisleri
•BCG matrix of Bisleri
•Swot analysis
•Failed product
•Causes of failure
•Relaunch
•Products
•Main idea
•Planning premises
•PESTLE Analysis
•STP analysis
•Marketing and sales strategy
•Unique Selling PROPOSITIONS
3
 About
BRANDS UNDER BISLERI
Bisleri
• Bisleri International is an BISLERI
Indian brand of bottled MINERAL
water.
WATER VEDICA BILERI POP HAND PURIFIERS
• Formed in 1969 by
Jayantilal Chauhan and
Felice Bisleri.
• Bisleri conducts its major
businesses in India,
• Bisleri has 135
operational plants
• A network of 3,000
distributors & 5,000
distribution trucks

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 BCG MATRIX

BISLERI MINEAL High Low

WATER FIZZY DRINKS

Market Growth Rate

STARS QUESTION

High
MARKS

VEDIKA Relative Market Share

MOUNTAIN WATER
HAND PURIFIERS
CASH COWS
DOGS
Low

.
PLANNING PREMISES
Points

PLANNING
PREMISES
FAILED PRODUCT CAUSES OF
(BISLERI POP ) FAILURE
ALTHOUGH IN CARBONATED DRINKS IT HAS
BILERI POP (FIZZY DRINKS ) COMPETITIORS LIKE COCA-COLA AND PEPSI WITH
WITH FLAVOURS - HUGE MARKET PENETRATION .
LIMONATA
FONZO PRICES OF THESE PRODUCTS ARE SLIGHTLY HIGH.
PINACOLADA
SPYCI UNABLE TO TARGET THE RIGHT COSTUMER .
IN ENERGY DRINK SEGMENT BUT DUE TO
PRESENCE OF COMPANIES LIKE COCA-COLA AND
LOW AUDIENCE ACCEPTABILITY.
PEPSI WITH WIDE PRODUCT PORTFOLIO THIS
BUSINESS OF BISLERI HAS NOT BEEN SUCCESSFUL
AND THEREFORE IT IS A QUESTION MARK IN THE RESTRICTED GEOGRAPHICAL BACKGROUND .
BCG MATRIX ALSO.
ONLY FONZO WAS ABLE TO CREATE SOME DEMAND
BUT IN SHORT RUN ONLY .

8
05/15/2023 9
 FONZO

LIMONATA

05/15/2023 10
 TO RESTRUCTURE A MATURE
MARKET
AVAILABLE IN TWO SKUS — 250 ML
(`20) AND 600 ML (`35); THIS IS
TO EXPAND OUR MARKET 1 COMPARABLE WITH COCA-COLA’S
SHARE. 600 ML BOTTLE THAT SELLS AT `38,
8 2 AND PEPSI, whose 600 ml bottle is priced
at `35.

TO GIVE ITS CUSTOMERS A
UNIQUE EXPERIENCE IN THE
CROWDED CARBONATED
DRINKS.
MAIN
TO PROVIDE CARBONATED
7 IDEA 3 DRINKS AT COMPARATIVELY
LOWER PRICES.

TO HAVE FIZZY DRINKS WITH

REFORMULATED TO APPEAL TO
NO ARTIFICIAL FLAVOURING 6 4 THE 18-35 AGE GROUP.
AND LESS SUGAR.
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SATISFY THE NEED OF HEALTHIER
ALTERNATIVES IN THE CARBONATED
DRINK SEGMENT.
 P POLITICAL

E ECONOMICAL

PESTLE S SOCIAL

Analysis T TECHNOLOGICAL

L LEGAL

E ENVIRONMENTAL
 SWOT ANALYSIS

• LIMITED STARTUP RISK • LIMITED STARTUP COST

• HIGHLY VISIBLE WEBSITE • LIMITED FLEXIBLITY IN PRICING
• ABILITY TO SELL PRODECTS • SMALL STAFF
ONLINE
• CUSTOMIZATION AVAILABLE
STRENGTH WEAKNESS

SW
•
OT
ABLE TO • DYNAMIC
DEVELOP ENVIRONMENT
• CONTINUED EXPANSION FOR ADDITIONA • BUDDING • COMPETITORS PRODUCING
ONLINE SALES L VARIETIES COMPETITIORS MASS QUANTITIES
• CHANGING CONSUMER WILL
TO GO ORGANIC
OPPORTUNITIES THREATS
• LOW GOVT. INTERVENTION
STRENGTH WEAKNESS OPPORTUNITY THREAT
EXELLENT LOW CONTINUED COMPETITIOR
DISTRIBUTION AUDIENCE
ACCEPTABILITY EXPANSION FOR S LIKE COCA-
CHANNEL . ONLINE SALES COLA AND PEPSI
EXCELLENT RESTRICTED MATURE WITH HUGE
BRAND IMAGE GEOGRAPHICAL AUDIENCE MARKET
 PESTLE ANALYSIS
1.POLITICAL - Tested by FDI and follows the rules of the country providing local stores with best beverages.

2.ECONOMIC- Keeps its customer's taste and preferences in mind. Recently, customers have started giving
preference to healthy drinks. Bisleri has released it and it is moving in that direction.

3. SOCIAL- It is more focused on offering healthy products Introduced two flavours to have better choice

4.TECHNOLOGICAL- Bisleri pop is very effective with the use of new technologies which helps it in
manufacturing a large number of quality products.

5.LEGAL- Bisleri pop has done well in securing all the rights of its business. Federal rules and regulations specific
to food and beverage sector.

6. ENVIRONMENTAL- It has come up with recyclable bottles to reduce its negative impact on environment. It
ensures that water processing is environment friendly.
ANALYSIS
Segmentation
for all people seeking a drink for regular occasions, parties
Demographic segmentation - Age- 6 to 35 yrs Economical status-

s
Society with lower or middle class
Psychographic Segmentation: - Lifestyle- providing something to energize
and provide essential nutrients to the working people
Behavioural Segmentation - Occasion- Refreshment drink in family
gatherings, meetings and other occasions

Targeting
Bisleri pop target different
segments with different ads.
Primary market of Bisleri pop is
Positioning
Bisleri position its products
as refreshing and thirst

T
quenching. The products are

P
younger people in the age
bracket 18-35 years. Bisleri also marketed as consistent
products are targeted towards and of high quality.
people who want strong flavour
and are health conscious.
 MARKETING AND SALES STRATEGY

Market our product using coupons, Maintain official website that offers every related
competitions and contests. information like its products, variants, nutrition
contents, advantages of drinking its products and its
latest ad campaigns and news.

sending letters, emails, pamphlets and brochures

to individual target clients. As all the above effects
Social Media for promoting the product
are very cost effective methods and which fit easily
into the budget.

As part of its promotional pricing policy, the company

Restructure a mature market by driving out will offer free packs during school events like sports day
competitor and at shopping malls to kids to create a strong market
base.
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 UNIQUE SELLING PROPOSITIONS

U S P
AVAILABLE IN TWO SKUS — 250 ML
IT HAS AN EXELLENT FIZZY DRINKS WITH NO
(`20) AND 600 ML (`35); THIS IS
DISTRIBUTION CHANNEL ARTIFICIAL FLAVOURING
COMPARABLE WITH COCA-COLA’S AND LESS SUGAR AS
AND AVAILABILITY WITH
600 ML BOTTLE THAT SELLS AT `38, COMPARED TO THOSE
AN EXELLENT BRAND
AND PEPSI, WHOSE 600 ML BOTTLE IS INTRODUCED IN 2016.
IMAGE.
PRICED AT `35..
 EMPATHIZE

TEST.
DEFINE

PROCESS

PROTOTYPE IDEATE

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