Case Study on Reinventing of Bisleri

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Case Study onReinventing of Bisleri

• Presented to,
• Prof. Murgesh Gaglani

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GROUP MEMBERS

• HARSHADA MAHADALKAR 86
• JAMUNA AGRAWALLA 102
• KAUSHAL VEDANT 114
• MANDAR TERSE 130
• MOHD. IBRAHIM MIRZA 149
• SANTOSH SHAD 244
• SUFIYAN PATEL 267
• VIJAY DINDRAMA 287
• ZEUS MISTRY 302

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BACKGROUND OF THE CASE

• In 1990 Parle Bisleri had become synonymous with
  branded water had a market share of 70.
• Other players position them self as packaged
  drinking water.
• In 1990 Bisleri comes up campaign of Pure and
  Safe ad.
• But in 2000-01 , company face major competition
  from Coca-Cola Pepsi.
• The market share of Bisleri decline, starting
  loosing the No.1 position from the market.
• In September 2000, Parle Bisleri launched its
  Play Safe ad campaign.

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PACKAGED DRINKING WATER INDUSTRY 2008

• Rs. 1500 crore packaged water industry
• The industry which is growing at the rate 55 per
  anum
• Estimated to grow around Rs. 1800 crore by 2010
• Approximate 20 brands in organized market
  around 80 Local Brands

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THE MAJOR PLAYERS IN PACKAGED WATER INDUSTRY

• Parle's Bisleri
• Coca Cola Kinley
• PepsiCo Aqua Fina
• Manikchand Oxyrich
• Parle Agro Bailley

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Major Players Market Share in India 2008
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Bisleri Profile

• A Italian origin company.
• 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

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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 its self is TRUST Focus on safety 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 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
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PORTER'S 5 FORCES
Bargaining Power of Suppliers
Barriers to Entry/New Product
Threat Of Substitutes

• Bargaining Power of Buyers

Intensity of Rivalry Among Firms
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Continue

• Bargaining Power of Suppliers
• Increase in the cost of Raw Material (cap cost ,
  labeling cost, bottle cost, carton cost)
• Suppliers supply raw material to local players
• As plastic bottle banned another substitute will
  be glass bottle
• Threat of Substitute
• Substitute are Fruit Juices, Health Drinks ,Soft
  Drinks
• Juices like Real , Slice Mangola , Priya gold
  Treat, Coca Cola

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Continue

• Intensity of Rivalry Firms
• Local brands are major contributing 80 of market
  share
• Around 200 registered brands in India
• Bargaining Power of Buyers
• Local brands are available in the market in the
  cheap price
• Buyers have choice from wide variety of suppliers
• Demand is more in the market but branded
  suppliers is less compare to local suppliers
• Barriers to Entry / New Product
• New entrants in the market like Amul Narmada
  Neer
• Market is growing which attracts new entrants

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Segmentation

• Geographic
• - City Size- Mostly Major Cities Sub Metros
• Climate- Hot Humid
• Psychographic
• Lifestyle- Travel Freak
• Personality- Health Conscious
• Demographic
• Family Size- Mostly Individual
  Sometimes Families
• Corporate
• Behavioral
• Benefit- Thirst Quality
• Brand Loyalty- Split Loyal

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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

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Positioning

• Where is the Product in the Customers Mind

Mineral Water
Bisleri
Brain Cells
Aquafina
Kinley
Oxyrich
Himalaya
Brilliant
Best
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Product

• A range of products
• that suits all the
• occasion
• 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)

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Price

• Comparative 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

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Place

• Intensive Distribution
• 25 bottling units
• A fleet of 2,000 vehicles
• 1,20,000 retail outlets ,12,000 each in the
  metros of New Delhi and Mumbai

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Promotion

• 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

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Recommendation

• Keep Innovating at regular interval
• Improve penetration in the market which includes
  rural market
• Advertise regularly to maintain top of mind
  recall
• Improve ties up resorts restaurant
• Introduce sparkling water to cater to niche
  category obtain more shelf space
• Keep tab for duplication

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• tHaKu YoU