Professional Documents
Culture Documents
BISLERI
BISLERI
1969: Buys Bisleri bottled water from Italian company Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sold carbonated drink brands to Coca-Cola for Rs 400 crore. 1995: Bisleri launches a 500 ml bottle & sales shot up by 400 %. 2000: Introduced 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.
Contd
1998: Introduces a tamper-proof and tamper-evident seal. 2000: Introduced 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 2000: BIS cancelled Bisleri's licence of a water bottling in Delhi 2002: Kinley overtakes Bisleri. ORG-MARG show Kinleys market share at 35.1 per cent compared to Bisleri's 34.4 per cent. 2003: Bisleri has ventured out into Europe and America
Product Variants
Cups
500 ml bottle
1 litre bottle
250 ml bottle
5 litre Jar
Distribution Network
Objective - SCM
Aims to reach the remotest places of India. Proper network planning, timely delivery and minimization of transit damages. Maintaining win win situation with the distributors.
Network Process
CHLORINATION ARKAL FILTER REVERSE OSMOSIS MICRON FILTRATION OZONATION
Contract Packers
BIP
CARBON FILTER
CPO
RM procurement
FG
Inspection Packaging LSP Dist& Retailer
Supplier VMI
Network Process
CHLORINATION ARKAL FILTER REVERSE OSMOSIS MICRON FILTRATION OZONATION
Contract Packers
BIP
CARBON FILTER
CPO
RM procurement
FG
Inspection Packaging LSP Retailer
Distribution Network
Previous
Demand forecast
Bottling Plant
Retailer
Sales Team
Limitations
Less network coverage More transaction time Distortion of information Not cost effective Scope for sales improvement Delay in delivery Instant delivery not possible
Distribution Network
Present
Demand Forecast
Bottling Plant/ Contract packers Bottling Plant/ Contract packers Demand Forecast
Customer
Retailer
Distributor Retailer
Customers
Sales Team
Retailers
C&F Agents
Future plans
Launch of flavored water (without sugar)
Launch of energy drink (like Red Bull) Launch of bisleri in USA and EUROPE on royalty basis Opening up of mother depot C&f agents to supply directly to retailers to reduce cost
Backward integration
Large volume production Quality assurance Quality control in-house More focus on plan delivery Raw material readily available incase of sudden rise in demand
Cont
Cost effective Increase in companys profit Increase in companys asset base Competitive advantage Availability of more margins to the retailers