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Bisleri4Ps: Product, Price, Place and Promotion.

+The Beginning

Bisleri was originally an Italian company created by Signor Felice Bisleri.

He first brought the idea of selling bottled water in India.

Bisleri was originated in Italy in a place called Nocera Umbra from a spring called Angelica.

+History

In 1965, it was introduced in Mumbai in glass bottles in two varieties:

i. Bubbly

ii. Still

In 1969, it was bought over by Parle.

Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers.

+The Growth • 1993: Sells carbonated drink brands like Thumps Up, Gold Spot and Limca to Coca-Cola for Rs.400 Crore.

• 1995: BISLERI launches a 500 ml bottle and sales shoot up by400 per cent.

• 1998: Introduces a tamper-proof and tamper-evident seal.

• 2000: Introduces the 20-litre container to bring prices down from Rs.10 a litre to Rs.2 a litre.

+Today• 2000: BIS cancels BISLERIS license of water bottling in Delhi since some of the bottles did not carry ISI label; the license is restored one-and-a-half months later.

•2002: KINLEY overtakes BISLERI. The national retail stores audit by ORG-MARG show Kinsley’s market share at 35.1 percent compared to BISLERI’S 34.4 per cent.

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

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Plants

Bisleri has 18 plants 13 franchisees 58 contract packers all

over India.

+Major Competitors

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Products

+Bisleri Mineral water and Mountain water

+Bisleri Soda

+Vedica- natural spring water

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Quality

Innovation

Value

Added minerals

Multiple stages of purification

+Bisleri future products

Flavoured drinking water

Energy drinks

Refreshment drinks

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Purification Process

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Ionization

Sand filter

Carbon filter

Reverse Osmosis

Mineral injection Ozonization

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Price

+ Penetrative pricing

Affordable

Various sizes packaging to fit consumer desire and pockets

Introduced 500ml bottle@ Rs.5 in year 1995

1L bottle@ Rs.10 in year 2000

Currently–

Starts from Rs. 10 @ 500ml

1L @ Rs.17

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Place and Distribution

+Place

Bisleri has around 80,000 retail outlets in India

12,000 each in the Delhi and Mumbai alone

Available in small kirana shops to restaurants to super markets etc.

Offices & Institutes

Target is to reach to 10,00,000 in order to expand brands reach.

+Importance Of Distribution In FMCGFast Moving Consumer Good

High volume ball game

All possible efforts to boost sales and promote their distributors to earn more and more orders from the retailers and wholesalers.

These products are transported either via roadways or railways within the domestic markets and normally don’t take more than a week to reach the retailers.

A close check, problems, Rectification

+ Distribution Channel Of Bisleri

+Distribution Channel Of Bisleri

The distributor employs their own salesmen

The salesmen are divided among the territories defined by the distributor

The company sales person makes a visit once every month

Interaction with Sales Executive

Bisleri people doing the job for distributors

The company will invest approximately Rs.200 cr. to procure 2000 trucks and hire same no. of sales people

Plans to increase its distribution network over the southern and eastern region, where it is behind popular brands likes Team in Tamil Nadu and in Andhra Pradesh.

+Critical Analysis

Less margin to distributors

Unviability at small shops

Its market is PULL driven & no PUSH is required

Generic name for the product

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Promotion

Newspaper

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Latest TVC: Kiss to Drink

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Campaign in Rural IndiaAs rural India constitutes about 65-70% of its total population, promotion in rural areas proves to be very important.

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Hoarding

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Promotion for Bulk Orders.

As Bisleri’s major profit comes from Bulk orders, it constantly keeps on looking out for new hotels, restaurants, companies, etc.

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Social Media

+ Brand Positioning

+Brand Positioning

Bisleri has the strongest brand positioning in the mineral water bottle sector.

We don’t ask for a mineral water bottle, we ask for Bisleri.

It comprises of more than 40% of the market share and hence, it is the market leader.

+ Future

+Future

In Indian villages, even today there is shortage of safe drinking water sources and there is spread of water borne diseases due to contaminated water. The company should therefore focus on rural market penetration.

The company is a single product portfolio company. The company should try to introduce more product more beverage products in the market.

+ Conclusion

+Conclusion and Recommendation

The brand recall of Bisleri is stronger as compared to its competitors. However, problem arises when the brand is not available and customer ends up buying the brand of  competitor. The company can acquire smaller unorganized players to extend the reach or can tie up with major local players.

The company should form a joint venture with some companies who have greater rural distribution network to introduce products catering to rural market

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Presentation By:Leanne VasSampurna ChawdharySuchit ChauhanAyush Parekh