Launch of Bisleri fruit flavored water.
Submitted in partial fulfillment of Marketing Management course curriculum.
Submitted By:- Mohan Singh Sikarwar
Amity Business School
This project is about Bisleri International ltd. (flavoured Mineral Water). It covers the core concepts that are involved in the production, development and implementation of this product. Taking an initiative and launching a new product for the local market, this concept involves giving a new era to the mineral water. This report guides about the product attributes, boosting its phase to penetrate through target market identification and segmenting it to different location, planning for market positioning, effective pricing strategy, how to promote it to the public through different mediums and resources.
Bisleri was originally an Italian company created by Felice Bisleri, who first brought the idea of selling bottled water in India. 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’. 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.The brand name Bisleri is so popular in India that it is used as generic name for bottled water. In the early 1990s, Parle Bisleri Ltd. (Parle Bisleri's) Bisleri had become synonymous with branded water and had a market share of 70%. In the late 1990s, Bisleri's market share began to erode with new players entering the market. The new players also positioned their products on the purity platform and Bisleri felt the need to differentiate itself from the crowd. In the late 1990s, Bisleri launched its Pure and Safe ad campaign to convince the consumers that it was the only pure and safe branded water in the market. However, in 2000-01, Bisleri faced another challenge. The Cola majors, Pepsi and Coca-Cola and the confectionery giant, Nestle, also entered the branded water market in India. Pepsi and Coca-Cola had an established distribution network. Bisleri realized that with the new players also clambering on to the purity plank, it had to reposition itself to arrest its declining market share. In September 2000, Parle Bisleri launched its Play Safe ad campaign. The company tried to add a fun element to Bisleri to rejuvenate the brand. The ultimate aim was to increase Bisleri's turnover from Rs 4 billion in 2000 to Rs 10 billion by 2003. BISLERI FEELS THE HEAT
In the early 1990s, the branded mineral water industry was worth Rs 3 billion, producing around 95 million liters in 1992. Parle Bisleri's Bisleri brand launched in 1971 was the leader with 70% market share. After 1993, the branded mineral water industry saw some hectic activity. On an average, every three months, a new brand was launched and another died. In the late 1990s, many international brands were planning to enter the branded mineral water market. According to some analysts, the main reason for the boom in branded water was the fact that people were becoming more health and hygiene conscious. Branded mineral water which sold in only 60 towns in 1993 was available in 250 towns in 1997. In 1998, Bisleri's market share came down to 60%, while Parle Agro’s Bailley had 20%. The remaining 20% was shared by...