BISLERI

INTRODUCTION

Bisleri is a brand of bottled water in India. Bisleri has 60% market

share in packaged drinking water in India.[1]

It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1

litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations run

throughout the subcontinent of India and is one of the leading

bottled water supplying companies in India. As of 23 October

2012, Bisleri has 18 plants, 13 franchisees & 58 contract packers

all over India.

In 1967, Bisleri an Italian company, started by Signor Felice Bisleri,

first brought the idea of selling bottled water in India. It started a company

calledBisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle

Exports, boughtover the brand. In those days, Bisleri packaged drinking

water was available inglass bottles.Being a returnable package owing to

various other problems such as breakageand weight, in 1972-73, Bisleri

was made available in PVC (Poly VinylChloride) bottles. After this plastic

packaging was introduced, things started tochange, and sales increased

rapidly.The upsurge in the sales of Bisleri started in 1993 as Ramesh

Chauhan sold off the Parle stable of brands, including Thums Up, Limca

and Gold Spot.Recognising the potential of the packaged drinking water

market, he then wenton to concentrate on making Bisleri a top selling brand

in India.Marketing andBrands BlogBisleri a brand name synonymous to

mineral water in India. It hasapproximately 60% market share in packaged

drinking water in country. Brandis owned by Parle Company, which

bought over Bisleri in 1969 from Italiancompany. Initially, Bisleri faced the

problems of acceptance from consumers. Itwas difficult to advertise for a

company something as a bottled water, which iscolourless, tasteless and

odourless. In mid eighties company changed its packaging to PET bottles

which shows transparency and clear water toconsumers. This gave mineral

water market a boost.In India, water is scarce and quality is poor so initially

the consumers were onlyforeigners and NRI’s. Therefore, to increase its

customer’s base, company cameup with comfortable and affordable price

bottle which was a great success andshowed 400% growth.India bottled

water market is appox is worth Rs 1,000-1,200 crore (Rs 10-12billion).

Seeing this growth over the years, many new players have enteredthe

market. Amongst them Kinely from Coke, Aquafine from Pepsi,

kingfisher and now Himalayan from Tata are main players of industry.

There are many upsand down in last couple of years but brand recall of

Bisleri is amazing whichhelped company. In order to differentiate form

other players company tries tocome up with different and new campaigns

on regular intervals

BACKGROUND HISTORY

Bisleri was originally an Italian company created by Felice

Bisleri, who first brought the idea of selling bottled water in India.

Bisleri then was introduced in Mumbai in glass bottles in two

varieties – bubbly & still in 1965. Parle bought over Bisleri (India)

Ltd. in 1969 and started bottling water in glass bottles under the

brand name ‘Bisleri’. Later 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. All shares are held by Mr

Ramesh J Chauhan and his family.

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

as generic name for bottled water.

• Market leader in 1971

• Increased selling in 250 towns in 1997 from 60 towns in

1993

• In the early 1990s, Parle Bisleri became synonymous with

branded water and had a market share of 70%

• Faced competition from new entrants in late 1990’s

• In 1990’s focus was on pure and safe water

CUSTOMER SERVICE

In the changing business scenario customer service is

assuming a prominent place. This is the result of competition that

is sweeping the modern business scene. Customer’s perceptions &

expectations have under gone change. Customer dissatisfaction is

loss of business and reputation. Hence the new status of customer

satisfaction. A good production function produces a product of

high quality at competitive cost for which market already has

identified a market. But business simply doesn’t take place unless

logistics physically takes the product to the market. Hence

customer satisfaction is the direct result of superior logistical

performance. Customer satisfaction now becomes an interface

between marketing and logistics

In the changing business scenario customer service is

assuming a prominent place. This is the result of competition that

is sweeping the modern business scene. Customer’s perceptions &

expectations have under gone change. Customer dissatisfaction is

loss of business and reputation.

Hence the new status of customer satisfaction. A good

production function produces a product of high quality at

competitive cost for which market already has identified a market.

But business simply doesn’t take place unless logistics physically

takes the product to the market. Hence customer satisfaction is the

direct result of superior logistical performance. Customer

satisfaction now becomes an interface between marketing and

logistics

QUALITY MANAGEMENT

Raw water which is collected from the wells is stored in a tank

which has a capacity to store 1 lakh liters of water. Then the water

is chlorinated to kill the bacteria present in the water which is

passed through 20 micro arcal filters. Then it is passed through

carbon filter which is used for removing activated carbon and odor

and also acts as chlorine remover. Then it is passed through 10-

micron filter. Then it goes through REVERSE AUSMOSES

PLANT, which contains semi-pomitable membrane which

removes dissolved solids and bacteria of size 0.001 micron. It is

passed through 1 micron and 0.5-micron filters. T hen the water

gets ozonated and passed through SS 316 MACHINE. Water is

stored in 10000 liter tanks.

JUST IN TIME

JIT is defined as “a philosophy of manufacturing based on planned

elimination of all waste and continuous improvements of

productivity. It encompasses the successful execution of all

manufacturing activities required to produce a final product, from

design engineering to delivery and including all stages of

conversation from raw materials onward. The primary elements of

JIT are to have only the required inventory when needed, to

improve quality to zero defects, to reduce lead times by reducing

set up times, queue lengths and lot sizes, to incrementally revise

the operations themselves and to accomplish these things at

minimum cost. In the broad sense, it applies to all forms of

manufacturing, job-shop, process as well as repetitive”.

“JIT is an approach that seeks to eliminate all sources of waste in

production activities by providing the right part at the right place at

the right time.”

JIT means:

1. Producing the quantity of units that is needed, no more. No

less.

2. Producing term on the date and at the time required, not

before an not after .

3. That a supplier delivers the exact quality demanded, at the

scheduled time and date.

TOTAL QUALITY MANAGEMENT

Total quality management transcends the product quality approach,

involves everyone in the organization, and encompasses its every

function: administration, communications, distribution,

manufacturing, marketing, planning, training, etc. Coined by the

US Naval Air Systems Command in early 1980s, this term has now

taken on several meanings and includes commitment and direct

involvement of highest-level executives in setting quality goals and

policies, allocation of resources, and monitoring of results;

realization that transforming an organization means fundamental

changes in basic beliefs and practices and that this transformation

is everyone's job; building quality into products and practices right

from the beginning;

METHOD OF IMPROVE

PRODUCTIVITY

Blowing of Bottles:

The bottles in this factory are given the

desired shape by the use of blowing

machines. These machines blow at a

temperature of 300 degrees Celsius. The

machine used for the blowing purpose is

known as the AOKI MACHINE. This

machine has a blowing capacity of 10

bottles per minute.

Modernization in filling of water :

There are three types of filling machines, which are used for the

filling purpose. The different sizes of bottles that are filed are of

500ml, 1liter, 1.2liters and 2liters respectively. First the bottle gets

ozonized when it is passed through JET MACHINES. In this the

bottle gets integrated and disintegrated, it gets rinsed, and then the

water is filled into the bottles.

Filling of Jars:

The different sizes of jars are 5liters, 10liters and 20liters. The jars

are cleaned manually by soap and water. Then it is cleaned with

sodium hypo-chloride and virosin, which are disinfectors. When

jars are passed through washing machine first it is rinsed with hot

water, then disinfected and then it is ozonated. Then jars are passed

on to jar fillers where it gets filled and the packing of sealed jars

into boxes is done manually.

Laboratory Testing:

Every hour samples of water that are filled in to the bottles are

taken and various testing is done. First it is checked for odor if any,

presence of alkanity, chlorine and calcium. The water is also

checked in machines like PH METER, TDS(TOTAL

DISSLOVE SOLIDS) METER, NEPHLOMETER,

SPECTROPHOTOMETER AND MEASURING OF

TUBILITY. They also do aerobic  microbial count and pathogen

testing.

CONCLUSION

It is very important for the companies to understand that

winners would be those who will endure a strong regional

presence. Therefore the companies should take some immediate

actions to make presence in the whole country and more

important is every hook and corner of the states where they are

present today