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Bisleri: Founder and Market Overview

Bisleri is an Indian mineral water company established in 1967 in Mumbai. In the early 1990s, Bisleri dominated the branded water market in India. However, its market share declined in the late 1990s and 2000s as other international brands like Kinley and Aquafina entered the market. Bisleri segmented the market geographically and demographically, targeting middle to high income groups in metro areas. It priced its products competitively and distributed through restaurants, shops, and homes while promoting purity and safety through packaging and campaigns. However, Bisleri faced threats from competitors gaining market share.

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5K views18 pages

Bisleri: Founder and Market Overview

Bisleri is an Indian mineral water company established in 1967 in Mumbai. In the early 1990s, Bisleri dominated the branded water market in India. However, its market share declined in the late 1990s and 2000s as other international brands like Kinley and Aquafina entered the market. Bisleri segmented the market geographically and demographically, targeting middle to high income groups in metro areas. It priced its products competitively and distributed through restaurants, shops, and homes while promoting purity and safety through packaging and campaigns. However, Bisleri faced threats from competitors gaining market share.

Uploaded by

leosky7
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Introduction

 Founder Felice Bisleri


 An Italian entrepreneur
 In 1967 Bisleri set up a plant in Mumbai
 1969 Bisleri Bisleri Ltd
 Bisleri was synonymous with branded water
market in early 1990s.
 later 1990s many international barnds were
planning to enter in mineral water market.
Market segmentation
 Geographic
• City - Metro cities , Cities with population
over 1 million.
• Semi-urban areas - Towns
 Demographic
• Income - Middle , Upper middle and high
income group.
• Education - Literate.
Cont…
 Psychographic
• Social class - middle ,upper class , upper
upper class
• Life style - outdoor & sports oriented.
 Behavioral
• Occasions - Parties , meetings and travelling
• Benefits - safe & scure.
• User status - Regular user & potential user
4 P’s of Bisleri
 Product & price
Segment Price
Popular
• Bisleri 250ml 3.00
• Bisleri 500ml 5.00
• Bisleri 1.2 liters 12.00
Bulk
• Bisleri 5 liters 25.00
• Bisleri 20 liters 60.00
Cont…
 Place
• Restaurants & hotels
• Large shops & commercial complexes
• Homes
 Promotion
• Temper proof seal
• Trendy packaging
• Launch new ad campaign “play Safe”
Market share
 In 1971 market share was 70%.
 In 2000 market share came down to 53% due
to entry of kinley and Aquafina.
 In june 2001 the market share again reduce to
47%.
 In june 2001 Bailley , kinley & Aquafina market
share was 10% , 19% ,15%.
 Total market of mineral was Rs 10 billion in
2001.
Marketing strategy
 Decided to penetrate every possible market
by introducing more pack sizes with trendy
packaging.
 Launched 1.2 litre pack in 2000 at Rs12 with
view of replacing it’s 1 liter bottel.
 Planned to spent margin resulting out from
sale of its 1.2 liter on advertising and
marketing.
Cont…
 Launched 300ml cup targeted at marriages
and convention
 Introduced hexagonal flat-sleeved bottle.
4 Pillars
 Target market-
• Restaurants & hotels
• Large shops & commercial complexes
• Homes
 Customer need-
• Pure & safe water
• Easy to carry
Cont…
 Integrated market-
• Trendy packaging
• ad campaign
 Profitability
• Launched 1.2 litre pack
• Making bisleri 10 billion brand
Consumer buying behavior
 Culture
• Broadness and openness
• Social class

 Social
• Status
• Reference group
Cont…
 Person
• Life style
• Economic circumstances
• Occupation

 Psychological
• Perception
• Belief
Positioning
 Bislere position their product on the purity
platform
 Launch an ad campaign “Pure And Safe”
 Sept 2000 shift in positioning from “Pure and
safe to “Play safe”
 People consume mineral water not for
mineral but for safety said by chauhan.
Perceptual Map
regular

Bisleri- 250ml, 500ml, 1.2lt

economic expensive
0

Bisleri- 5lt & 20lt

bisleri 15
Irregular
SWOT analysis
 STRENGTHS
• Market leader.
• Bulk market.

 WEAKNESSES
• Distribution channels.
• Decrease in market share.
Cont…
 OPPURTUNITIES
• By 2003 water market would grow at the cost
of soft drink market.

 THREATS
• Increasing market share of Kinley and
Aquafina.

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