PowerPoint Presentation

Need of Packaged Drinking WaterWater is a key to social equity to environmental stability and to cultural diversity. Water is also firmly linked with health. Pure and safe drinking water has always been a necessity. Necessities of Packaged Mineral WaterQuality Water for health conscious peopleEasily Assessable - Improper water supply

Bisleri (INDIA) Limited

IntroductionStarted by Signor Felice Bisleri an Italian entrepreneur in the year 1965.First company to start packaged drinking water in India. In 1967 Bisleri set up a plant in Mumbai.Bisleri then was introduced inMumbai in glass bottles in two varieties bubbly & still in 1965.Parlebought over Bisleri (India) Ltd. in 1969 and started bottling water in glass bottles under the brand name Bisleri.Bisleri was synonymous with branded water market in early 1990s.

IntroductionLater Parle switched over to PVC non-returnable bottles & finally advanced to PET containers.In 1995 Ramesh J. Chauhan started expanding Bisleri operations.In 2003 Bisleri announced its venture to Europe.After that Ramesh J. Chauhan sold his stake to Wakharikar & Sons,but all operations are under Ramesh J.Chauhan.

PACKAGED DRINKING WATER INDUSTRY In indiaAt present the bottled water industry is estimated at about Rs. 8,000 crores in India.The estimated industry size touch the Rs 10,000 crore mark in the 2012-13 fiscal.The industry which is growing at the rate 19% p.a.Estimated to grow around Rs. 15,000 crores by 2015The global bottled water market, which saw an increase of 40-45% over the past five years, is currently valued at close to US$ 85-90 billion(Source: www.economictimes.com)THE MAJOR PLAYERS IN PACKAGED WATER INDUSTRYCoca Cola Kinley

PepsiCo Aqua Fina

Manikchand Oxyrich

Parle Agro Bailley

Tatas Himalayan

Major Players Market Share in India 2012

PRODUCTION PROCESS

StrengthsRange of pack sizes.Strong brand imageHigh quality standardKeeps updating its products.Wide network of plants almost all over India.WeaknessTransportation costs.Unable to fulfill demand(distribution channel)Reusable bottlesNo continuous innovation in the product

OpportunitiesGlobal market.Parle Exports can also enter the fruit juice industry.Growing industryIncreasing water pollutionHealth consciousness of customer is increasing .Introduction of premium packThreatsEasy entry Families- tap waterCompetitors like Aqua fina, Himalaya Bailley, & Other local & rural products.New enters in the market like AmulIf government ban on plastic use then company will be in troubleSwat analysisProductFor daily traveling consumption (250ml and 500ml bottles)For Long traveling consumption (2, 1.5 & 1 Ltr.)For Office, Home, Marriage or Meeting use (5 & 20 Ltr. Returnable packs)

priceComparative PricingGeographical Pricing (Transportation Chugs)E.g. Gujarat Village Rs. 8.00/- Per Ltr.Mumbai/DelhiRs.12.00/- Per Ltr.

Product Line PricingImage PricingOld PackRs.7/-Per 500mlNew PackRs.10/-Per 500ml

place

Identifying SegmentLarge shops and Complexes. 40% of the branded water consumption was in eateries, homes and restaurants.Smaller Segment-Introduction of 300 ml cups for marriages and conventionsGeographic City - Metro cities , Cities with population over 1 million.Semi-urban areas - TownsDemographicIncome - Middle , Upper middle and high income group.Life style - outdoor & sports oriented

Decided to penetrate every possible market by introducing more pack sizes with trendy packaging. Launched 1.2 litre pack in 2000 at Rs12 with view of replacing its 1 liter bottel.Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.Launched 300ml cup targeted at marriages and convention

Marketing strategyPromotion

Advertising CampaignFirst Ad CampaignPLAY SAFE

Second Ad CampaignThe Sweet taste of Purity

Third Ad CampaignBisleri The Mountain Water

Fourth Ad CampaignBisleri bottle falling from mountain

Business promotion - Print

Business promotion - TVCPlay SafeMountain WaterMountain Water and Play Safe = Stay protected

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