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A Study On Marketing Strategies of Bisleri

This document summarizes a study on the marketing strategies of Bisleri, a leading packaged drinking water brand in India. It discusses Bisleri's history starting in 1965 as the first company to bottle drinking water in India. It also analyzes Bisleri's strengths like brand image and distribution network, weaknesses like transportation costs, and opportunities for growth in the global and health-conscious Indian market. Primary and secondary research was conducted through questionnaires. Key findings show that 75% of respondents prefer Bisleri over competitors. Suggestions include maintaining glass packaging and ensuring consistent taste and pricing nationwide.

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Surbhi Bidvi
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2K views11 pages

A Study On Marketing Strategies of Bisleri

This document summarizes a study on the marketing strategies of Bisleri, a leading packaged drinking water brand in India. It discusses Bisleri's history starting in 1965 as the first company to bottle drinking water in India. It also analyzes Bisleri's strengths like brand image and distribution network, weaknesses like transportation costs, and opportunities for growth in the global and health-conscious Indian market. Primary and secondary research was conducted through questionnaires. Key findings show that 75% of respondents prefer Bisleri over competitors. Suggestions include maintaining glass packaging and ensuring consistent taste and pricing nationwide.

Uploaded by

Surbhi Bidvi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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A STUDY ON

MARKETING
STRATEGIES
OF BISLERI
GUIDE – PROF. PADMAVATHI

BY SHWETA
CHOUDHARY
Bisleri
• Water 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 Water
• Quality Water for health conscious people
• Easily Assessable - Improper water supply
• Started 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 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’.
• Bisleri was synonymous with branded water market
in early 1990s.
• 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.
• After that Ramesh J. Chauhan sold his stake to
Wakharikar & Sons,but all operations are under
Ramesh J.Chauhan.
• At present the bottled water industry is estimated at about
Rs. 9010 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 9% p.a.
• Estimated to grow around Rs. 160 billion in 2018
• The global bottled water market, which saw an increase of
40- 45% over the past five years, is currently valued at close
to US$ 200 billion
OBJECTIVE
• To determine the market share of Bisleri Brand of
Bottle Water.
• To find out the preference level of respondents
regarding Bisleri Brand of Bottle.
• To assess the brand awareness of the Bisleri in the
Mineral Water Segment.
• To Study the brand positioning of Bisleri.
STRENGTH WEAKNESS
> Range of pack sizes > Transportation cost
> Strong brand image > Unable to fulfill demand
> Wide network of plants

SWOT
ANALYSIS

OPPORTUNITIES THREATS
> Global Market
> Easy entry
> Growing industry
> Competitors
> Increasing water pollution
> Health consciousness of
customers is increasing
RESEARCH METHODOLOGY

Methods of data collection


• Primary data
• Secondary data
Instrument of Data Collection
• Questionnaire
FINDINGS
• According to responses, 75% respondents prefer
Bisleri, 11.1% respondents prefer Aquafina, 8.3%
respondents prefer Rail Neer and 5.6% respondants
prefer Himalayan and Kelzai.
• Mostly retailers prefer to sell Bisleri brand because of
demand, brand and profit margin.
• Bisleri is the most selling brand in the specific region it
is at 44% selling among the competitors.
• Retailers those are selling Bisleri brand of packaged
drinking water is 50%
• Most of the customers first ask for Bisleri bottle water
just because of its Generic name not because of brand
loyalty.
SUGGESTIONS
• I would suggest that Bisleri must keep Glass
packaging also so as to capture all level of market.
• The taste of Aquafina varies a lot from Bisleri
• It should be available at local vendors at low cost.
• Water is necessary for life so the price should be
marginal and same at all places (Including
Restaurants/Hotels).
Thank You!!

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