GROUP MEMBERS

NAME ROLL NO

AVINASH G JANWALKAR 01

PRASHANT SURVE 57

AMIT SINGH

SACHIN APRAJ AMAR KADAM

OBJECT OF THE CASE STUDY

HOW WILL YOU AVOID STOCK OUT FOR BISLERI IN MUMBAI RETAIL SEGMENT

Bisleri Profile• A Italian origin company by Signor Felice who first

bought the idea of selling bottle water in india.• Mineral water under the name Bisleri was first

introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965.

• Parle bought over Bisleri in India In 1969.

• Currently 54 bottling plants , 9 plants are company owned & rest are franchisee or contract packers.

• Company put through multiple stages of purification, ozonised & finally packed for consumption.

• Company commitment to offer every Indian pure & clean drinking water from office desk to home kitchen.

• Advertising Campaign– First Ad Campaign– PLAY SAFE

– Second Ad Campaign– The Sweet taste of Purity

– Third Ad Campaign– Bisleri The Mountain Water

– Fourth Ad Campaign– Bisleri bottle falling from mountain

Promotion

• Where is the Product in the Customer’s Mind

Bisleri

Aquafina

Kinley

Brain Cells

Oxyrich

Himalaya

Brilliant

Best

Mineral Water BISLERI

Positioning

AVAILIBILITY EVERYWHERE• Availibility of the product brand on main core part of the city where it is easy visibility.• Staying visible in the market makes to know the every change an happening .• Every brand needs a good advertising campaign to establish itself in the market .• Most of the retailers usually keep highly advertised brands.• Considerable number of retailers who said higher margins was also one of the deciding factors for selling a particular

brand.• Two Basic questions to take in mind which brands are selling more and which one is being supplied more were combined.• The Answer was obvious and i.e. the one which is sold more

is Supplied more .

AVAILIBILITY EVERYWHERE• Sampling to be done in geographical as well as

individual.• Target the youth market specially developing

market,trendy packs to attract more and more customers.• Every Interface with the consumer is being used as an

opportunity to reinforce the message.• Market is too congested and confused in the mumbai

end customers & its region, so the company should properly

promote & strengthen the distribution channel to survive the competition.

• Every distribution vehicle used for supply been painted in bright blue as bisleri bottles have,bear the bisleri logo and sport catchy baselines like “play safe”.

• More focus on AVAILIBILITY & DISTRIBUTION OF THE PRODUCT.

Price

• Comparitive Pricing– Geographical Pricing (Transportation

Chugs)E.g. Gujarat Village Rs.5/- Per Ltr. Mumbai Rs.12/- Per Ltr.

• Product Line Pricing– Image Pricing Old Pack Rs.5/-Per 500ml New Pack Rs.9/-Per 500ml

Place

• Intensive Distribution– Increasing bottling units

– A fleet of vehicles route properly on strictly logistics regulated base

– Maximum retail outlets , each & every regions of Mumbai

– Every Railway stop have the outlet for bisleri

THE MAJOR PLAYERS IN PACKAGED WATER INDUSTRY

– Parle's Bisleri

– Coca Cola Kinley

– PepsiCo Aqua Fina

– Manikchand Oxyrich

– Parle Agro Bailley

Major Players Market Share in India 2009

SCOPE & RELEVANCE

Relevance• Implementation of product

improvements which come out of consumer research.

• Try and focus on the new trends in the industry .

• eg: Flavored water

Scope• Bring out different products and

extend its product line.

• Story would be different if after launch of Kinley and Aquafina in mineral water segment Bisleri would have challenged them on soft drink with thums-up which was the biggest trump card of its time.

• plans to increase its product portfolio in the water and beverages segment.

Strengths

• Bisleri is the synonymous with branded water

• Bisleri is the pioneer in the market

• Major market share

• Generic name for packaged drinking water

• 40 years old brand so name itself is TRUST

• Focus on safety n PURITY

Weakness

• No continuous innovation in the product

• Not able to penetrate on premium segment

• Not more focus on advertisement

Opportunities

• Can enter in the market of juices & beverages

• Can enter in the market of water purifier

• Can tab the maximum rural market of the country

• Tie-up with railway canteen,resorts & stalls

Threats

• From the players like Kinley, Aqua fina, Himalaya Bailley, & Other local & rural products

• New enters in the market like Amul

• If government ban on plastic use, then company will be in trouble

DESIGNED TRADITIONAL SYSTEM

• We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit.

• According to the need of every individual. We are present in 250ml cups , 250ml bottles, 500ml, 1L, 1.5L,2L which are the non-returnable packs & 5L, 20L which are the returnable packs. • Something refreshingly new, bisleri have introduced Bisleri Natural Mountain Water – water brought to you from the foothills of the mountains situated in Himachal Pradesh. Hence our product range now comprises of two variants : Bisleri with added minerals & Bisleri Mountain Water.

• Treat your family to pure Bisleri, in economical, tamper-proof 20L packs:• Insist on using Bisleri with the 'specially-developed faucet'. The newfaucet ensures that Bisleri is dispensed directly from the jar, leaving nochance for contamination. Also avoid using hot and cold machines or anydispensers, since they could be a source of contamination.

PROFESSIONALLY OUTLOOK BY DOING GAP ANALYSIS

•To provide the highest quality product, keeping in mind all aspects including freshness, purity and safety, and making it easily available to the consumer at a very affordable price.•To achieve international standards of excellence in all aspects of energy and diversified business with focus on consumer delight through value and services of product and cost reduction.•Bisleri is perhaps already ten steps ahead of its competitors and will endeavor to widen its gap in the times to come.• Bisleri's brand positioning stresses on pure, clean and safe drinking water.•To attain leadership in developing, adopting and assimilating state or art technology for competitive advantage.•To provide better quality of product and services through sustained market research and product development.•To foster a culture of participation and innovation for employee growth and contribution.•To cultivate high standards of business ethics, and total quality management • preserve ecological balance and heritage through a strong environment conscience.

THE METHODOLOGY

• Segmentation, targeting and positioning is very important

• Distribution network plays a very important role

• Packaging and pricing play an important role in brand building and brand recalling

• Innovation is the key for success of a firm so it is important to change with time

• Advertisements help in promotion of the brand

• Customer is the king.

THE METHODOLOGY

A range of products that suits all the occasions

– For daily traveling consumption (250ml cups, 250ml & 500ml bottles)

– For Long traveling consumption (2, 1.5 & 1 Ltr.)– For Office, Home, Marriage or Meeting use (5 &

20 Ltr. Returnable packs)

Targeting• Targets middle segment people

• Price of the Bottle is such that can be affordable to the all segments

• Company planning to target more towards lower segment

• The observation shows that most of the population in Mumbai & its region agree that people are getting Health Conscious now-a-days.

• PREFERENCE MORE FOR MINERAL/PACKAGED WATER OVER NORMAL WATER BECAUSE OF HYGIENE.

• According to survey, 35% of retailer go in for advertised products and nonadvertised products .

OBSERVATION

Recommendation– Keep Innovating at regular interval, Brand image in the

market.– BRAND IS ALWAYS THE SAME AS B-RAND YOU HAVE TO INNOVATE IN THIS OTHERWISE YOU FAIL.– Increase the margin offered to retailers,good

schemes should be given.– Improve penetration in the market which includes

rural market.– The market is too congested and confused in the Mumbai

region, so the company should properly promote & strengthen the distribution channel to survive the competition.

– Advertise regularly to maintain top of mind recall– Improve ties up resorts hospitals,bar&restaurant.– Introduce sparkling water to cater to niche category

& obtain more shelf space– Keep tab for duplication

FINAL BUSINESS PLAN• The market size is further projected to increase to

265 million cases by the year 2014-15 this works out of a projected growth rate of nearly 11% a year.

• Some of the future plans to maintain the top spot that Bisleri commands in the Indian market are:

• New pack sizes in bottles and cups Increase the distribution network with an investment of over 200 crores .

• The demand has been further fueled due to increasing income and changing lifestyle of the urban middle and upper classes of the population due to globalization.

• To enhance capital and fixed assets of the group to withstand challenges and tough market trends.

FINAL BUSINESS PLAN

• We can divide the entire market into two segments: Retail consumption market Household & Institutional

consumption market.• It is also triggered by advertising and wide —spread

distribution of the product.

CONCLUSION• After analysis of the data & facts we have collected from

consumer & the retailers & matching them with the objectives one can say that there is very good future for mineral water market.

• According to survey, 35% of retailer go in for advertised products.

• BRAND MOSTLY SOLD .• Regarding the growth and future prospect of the mineral

water market nearly all of the retailers were optimistic and ranked it as a very rapidly growing excellent market.