Project on Bisleri
A PROJECT ON
THE BISLERI COMPANY
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INTRODUCTION OF THE COMPANY
Mission Statement
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
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles.
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the entire span of India. In our future ventures we look to put up four more plants in 06-07. We command a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Bisleri.
MARKETING STRATEGY
It was around the year 1995, when Parle Exports took charge of the brand operations and the business took off in the market. With factories across India and a strong distribution network, Bisleri established itself as a force to reckon with in the domestic packaged drinking water market.
Earlier the packaged drinking water market consisted of five star hotels, tourists and foreigners. As a marketing strategy, a conscious decision was taken by the company that only 40% of the sales should come from these outlets and 60% from general market. i.e. paanwallas, street shops, general stores and even non-tourists.
This brought about a sea
THE BISLERI COMPANY
[pic]
[pic]
INTRODUCTION OF THE COMPANY
Mission Statement
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
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri, first brought the idea of selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged drinking water was available in glass bottles.
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently we have 8 plants & 11 franchisees all over India. We have our presence covering the entire span of India. In our future ventures we look to put up four more plants in 06-07. We command a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Bisleri.
MARKETING STRATEGY
It was around the year 1995, when Parle Exports took charge of the brand operations and the business took off in the market. With factories across India and a strong distribution network, Bisleri established itself as a force to reckon with in the domestic packaged drinking water market.
Earlier the packaged drinking water market consisted of five star hotels, tourists and foreigners. As a marketing strategy, a conscious decision was taken by the company that only 40% of the sales should come from these outlets and 60% from general market. i.e. paanwallas, street shops, general stores and even non-tourists.
This brought about a sea