Renish.M.R

b Founded by Signor Felice Bisleri an Italian EntrepreneurBrought the concept of selling bottled waters in India 1st introduced in Mumbai in glass bottles in two varieties still and bubbly in1965 Started plant in Mumbai in 1967Later Parle Agro bought Bisleri India Ltd in 1969Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantiallyThe turn over has multiplied more than 20 times over a period of 10 yearsThe average growth rate has been around 40% over this period.

About Bisleri

1969: Buys BISLERI bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then.Early-1980s: Shifts to PVC (Poly Vinyl Chloride) bottles. Sales surgeMid-1980s: Switches to PET bottles, which meant more transparency and life for water.1993: Sold carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs. 400 crore.1995: BISLERI launches a 500 ml bottle and sales shoot up by 400 per cent.1998: Introduces a tamper-proof and tamper-evident seal.

JOURNEY OF BISLERI

2000: BIS cancels BISLERI'S license of water bottling in Delhi since some of the bottles did not carry ISI label; the license was restored one-and-a-half months later.

2000:To make it’s brand stand apart September 2000 – Launched Play Safe campaign Brought the AD. of a lady in bikini which

is the background

2003: BISLERI says it plans to venture out into Europe and America to sell bottled water.

JOURNEY CONTD.

MARKETING MIX4P’S

PRODUCT

RANGE

Himalayan Water

Mountain Water

Mineral Water

HIMALAYAN

WATER

The Himalayas, the abode of the Gods, where the earth meets the heavens and where in lies nature's untouched bounty.

This is where you'll find a treasure trove of hidden natural spring water that flows through natural purifying filters, mineral rich rocks and herbs from which it absorbs many healing properties.

Bisleri bottle this pristine spring water directly at source, at the foothills of the Himalayas.

Bisleri Himalayan Water is available in 500ml. bottles & 1 litre bottles.

MOUNTAIN WATERNatural Mountain Water resonates with the energy and vibrancy of health and well-being.

It is packed with the goodness of nature's minerals which will refresh your senses and rejuvenate you.

They invite you to experience their Natural Mountain Water - The sweet taste of purity.

Bisleri Mountain Water is available in 500ml bottles and 1 litre bottles

Bisleri with added minerals has a TDS count (total dissolved solids count)of approximately 100.

It contains minerals such as magnesium sulphate and Potassium bicarbonate which are essential minerals forhealthy living.

Bisleri with added minerals is also put through multiple stages of purification to ensure the elimination of all forms of bacteria.

Bisleri with added minerals is available in 250ml cups,250ml , 500ml , 1 litre , 2 litre bottles and 5 litre,10 litre and 20 litre cans.

MINERAL WATER

PRODUCT

8 unique pack sizesNon Returnable

packs 250ml cups250ml bottles500ml1L2L

Returnable packs5L10L20L

SIZES

PRICINGPACKAGING PRICE(Rs.)

250 ml Cups 3250 ml Bottle 3500 ml Bottle 61 Litre Bottle 122 Litre Bottle 20

5 Litre Returnable Packs 3010Litre Returnable Packs 45

20 Litre Returnable Packs 60

1. MARKETING:- BISLERI is promoted by an aggressive print & TV. TV is backed by a Hoarding & point – of – sale material. For example: - All vehicles used for supply have been painted in light green, bears the BISLERI logo & sport catchy baseline likes “drink and drive”.

2. DISTRIBUTION SYSTEM:- With little belief in the distributor system, the company leveraged its large fleet of truck to supply bottled water directly to retailers through a system called ‘Route Selling’ where the driver of truck is trained to be a service person. This ensures that water supplied is fresh and bottles are in good shape.

PROMOTION

PLACEBisleri’s retail distribution muscle is indeed great.

With 23 bottling plants at 18 locations to churn out the products

Bisleri has around 80,000 outlets in the country with about 12,000 each in the metros of New Delhi and Mumbai.

Mr. Chauhan intends to increase that to 10 lakh outlets

Around 2,000 trucks to criss-cross the nation, up from the current 1000.

He is planning double capacities at all of them to 200 million cases a day.

COST OF PRODUCING 1 LITRE OF BRANDED BOTTLED DRINKING WATER

Cap CostBottle Cost

Treatment CostLabel CostCarton CostTransportation

CostOthers(Tapa & Case)Total Cost(Excluding Labour,Marketing,Tax)Selling Cost

Rs. 0.25Rs.1.50-2.50Rs. 0.10-0.25Rs. 0.15-0.25Rs. 0.50

Rs. 0.10-0.25Rs. 0.25

Rs. 2.85-4.25

Rs. 10-12

1.Aquafina by Pepsi Co India

2.Kinley by Coca-Cola India

3.Bailey by Parle Agro Pvt. Ltd

4.OxyRich by Dhariwals Industries(Manikchand Group)

5.Rail Neer by IRCTC (private label)

6. Others

COMPETITORS

SWOTANALYSI

S

STRENGTH

WEAKNESS

OPPORTUNITY

THREAT

1. QUALITY STANDARD:- Every bottle of BISLERI is put through a rigorous 6 stage purification processes which includes micron filtration and ozonisation. 2. TRUST FOR BRAND:- More than 50 lakhs people trust the BISLERI. They buy only BISLERI water because it has became generic name for mineral water3. LARGE RANGE OF PRODUCTS:- BISLERI offers a large range of products which attracts consumer of all categories. For example: - 1L or 500 ml -individual buyers, 5L or 20L - organization. 4. GROWING POPULARITY:- BISLERI is seeing a growth of almost 50% per year. Today 60-70 % of total income of BISLERI comes from its bulk segment and the company is planning to increase it up to 80%.  5. THE BREAK AWAY SEAL:- Keeping in mind the consumers need to recognize a genuine product .The unique cap has been patented and cannot be duplicated. This technical strength ensures that the consumer will only get a high safe product when they will drink BISLERI.

STRENGTH

WEAKNESS1.METHOD ADOPTED FOR DISTRIBUTION:- THE ‘ROUTESELLING’ policy adopted by BISLERI for distribution is more expensive than more commonly followed method of appointing distributors in different towns. The dealer margin is reduced due to this . Indirectly this is reducing the coverage of BISLERI.

2. REUSE OF BOTTLE BY LOCAL SELLERS:- Market research conducted by BISLERI revealed that the other overriding concern for this set of buyers is the tampering of seal and the reuse of bottles.

 3. NOT MEETING THE DEMAND OF THE CUSTOMER:- In certain parts of our country big bottles of BISLERI are in huge demand but the company is unable to meet the demand of the consumers. This is affecting the demand for the product. So People are forced to use other brands of mineral water.

OPPORTUNITY1. FAST GROWING FIELD:- In recent years, the bottled drinking water market has been witnessing high decibel level of activity, with a host of new entrants. The bottled water market which worth Rs. 1000 crore is expected to be Rs. 5000 crore by 2010. 2. EXPANSION IN EUROPE:- The launch of BISLERI in the European market has created a lot of scope for BISLERI in the field. It will create an international brand image and the quality will increase.3. LAUNCH OF PREMIUM PACK:- This is prepared keeping 5-star hotels and other premium customer. Bisleri sold at Rs. 20 per litre. Competiton for EVIAN sold at a hefty price of Rs.85 per litre.

OPPORTUNITY CONTD.

4. CHANGE OF IMAGE:- The company has changed the colour of the product blue to green. By changing the colour, the company has provided a new product to the consumers;. 5.INCREASE IN PRODUCTION:- BISLERI is eyeing the Market and is in the process of increasing the production by setting 4 new plants adding to its 23plants. This will increase the production capacity of the company.

THREAT1.ENTERING OF NEW PLAYERS:- To get some share in the market many new players are entering in the market. Godrej->AQUA-PURE Tata-Tea planning to buy HimalayanBritannia distributing EVIAN - >planning to launch its own brandnew entrants ATCO ->BRILLIANT waterDS FOODS ->CATCH are also coming.Even Hindustan lever is planning to enter into the market. 2.WATER FILTER MANUFACTURERS:- BISLERI is also facing a tough competition from various water filter manufacturers such as Eureka Forbes (Aqua guard). They have been marketing there purifiers in the market .

3.ILLEGAL MANUFACTURERS:- There are 1000’s Illegal manufacturers in the rural areas provide water at a very cheaper rate .Which also use the fake name of branded bottled water . 4.STRONG DISTRIBUTION CHANNEL OF THE OTHER MANUFACTURERS:- Kinley and Aquafina are having a strong distribution network of Coke and Pepsi. BISLERI has a strong networks but its concentration on bulk segment can lead to improper network.For example: - A grocer who is selling the 1 litre pack may not sell the 20 litre pack.

THREAT CONTD.

VISION:-Our vision is to be the dominant player in the branded water business where the second player is less than 20% of our business.

MISSION:-We must have world class quality, at the lowest production & distribution cost. This will make us an unbeatable leader, and will have satisfied loyal customers.

VALUES:-Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness & Transparency.

BISLERI TODAY

THANK YOU