This presentation is on Bisleri Packaged Drinking Water and covers the following topics- History & Evolution of Bisleri Positioning And Re-positioning Marketing Strategies Adopted Competitors-Generic & Others Methods Adopted to tackle Competition Hypotheses and their justification Market Research Analysis Net Take Away

1. Brand Dossier
Bisleri Packaged Drinking Water
Presented By:
Asmita Datta (B12012)
Harshit Parekh (B12017)
Sanket Balgi (B12042)
Subhra Dutta (B12050)
PRAXIS BUSINESS SCHOOL

2. AGENDA
 History & Evolution of Bisleri
 Positioning And Repositioning
 Marketing Strategies Adopted
 Competitors-Generic & Others
 Methods Adopted to tackle Competition
 Hypotheses and their justification
 Market Research Analysis
 Net Take Away

3. HISTORY AND EVOLUTION OF BISLERI
 1967- The first bottling plant to manufacture Bisleri was set up
in Mumbai
 1971- Bisleri was introduced in plastic and pet bottles which
gave a boost to sales
 2002- Bisleri’s market share came down to 15.8% due to
introduction of Aquafina and Kinley
 2005- Bisleri launches “Break Away Seal”, ”Fear Factor” and
“Play Safe” campaigns to ascertain its purity and safety
 2010- Bisleri launches Vedica Natural Mountain Water

4. POSITIONING AND REPOSITIONING
 INITIAL POSITIONING:
 Pure and Safe
 REPOSITIONING:
 The Sweet Taste of Purity
 Play Safe
 Stay Protected

5. MARKETING STRATEGIES ADOPTED
BISLERI
 ADVERTISING STRATEGIES:
• The first print ad punch line was: “Bisleri is veri veri
extraordinari”
• The “Play Safe” advertisements targeted the youth
• In 2009 Bisleri did a makeover in packaging by introducing the
celebration packs
• Bisleri’s advertisements focused on strengthening consumer
connect
• The “Go Green” campaign

6. MARKETING STRATEGIES ADOPTED BY
BISLERI (Cont…)
 SALES PROMOTION:
• Bisleri-20% extra free
• Increasing volume and then the price
• Holding contests
• Point of purchase displays
 SEGMENTATION:
• The need to stay ahead of competition
• Demographic segmentation
• Geographic segmentation
• Psychographic segmentation

7. MARKETING STRATEGIES ADOPTED BY
BISLERI (Cont…)
 DISTRIBUTION STRATEGIES
• Retail outlets
• Home delivery
• Bisleri Shoppe
• Direct road transport

8. COMPETITORS-GENERIC AND OTHERS
 GENERIC COMPETITORS
• Soft drinks
• Lassi
• Fruit Juices
• Butter-milk
• Nimbu pani
• Carbonated water
• Flavoured Milk

9. COMPETITORS-GENERIC AND OTHERS
(Cont…)
 Direct Competitors
• Kinley
• Aquafina
• Oxyrich
• Himalayan
• Rail Neer

10. METHODS ADOPTED TO TACKLE
COMPETITION
• Bisleri takes on Kinley
• Bisleri enters different markets
• Bisleri tries to do away with marketing myopia
• Bisleri tries to stand out from competitors
• Bisleri reinvest in the brand

11. HYPOTHESES AND JUSTIFICATION
 Bisleri is the most preferred brand because of its availability.
Bisleri had the first mover advantage and has an efficient
distribution channel. But does this make Bisleri the most preferred
brand?
 Advertisements have helped Bisleri differentiate itself from
other brands.
With catchy taglines and advertisements, has Bisleri been
successful in differentiating itself from other brands?

12. HYPOTHESES AND JUSTIFICATION
(Cont…)
We require information:-
• To know if customers prefer other packaged drinking water
brands or substitutes over Bisleri
• to know if Bisleri and other brands are freely available in the
market
• To know about consumer awareness about Bisleri’s tagline and
it’s change in look and feel of the bottle

13. HYPOTHESES AND JUSTIFICATION
(Cont…)
 Instrument of data collection:-
Questionnaire
 Why questionnaire:-
Flexible and convenient
 Sample Plan:-
Resulting data should contain a representative sample
of all the parameters
 Sample Size:-
90 respondents
 Diagrammatic representations:-
Bar Graphs and Pie Charts

14. HYPOTHESES AND JUSTIFICATION
(Cont…)
Data analysis methods
 Diagrammatic representations
Bar Graph
Pie Chart

16. MARKET RESEARCH ANALYSIS
BRAND AWARENESS
When it comes to brand awareness Kinley, Bisleri and Aquafina are almost at
the same level.

19. Bisleri has been ranked the most available brand. Kinley and Aquafina are not far
behind.
0%
10%
20%
30%
40%
50%
60%
70%
Aquafina Kinley Bisleri Bailey Oxyrich
4 (Very Easily Available) 3 (Easily Available) 2 (Available) 1
MARKET RESEARCH ANALYSIS

20. Though 59.3% of respondents have given the correct answer but still the rest
have chosen the blue colour.
MARKET RESEARCH ANALYSIS
0
10
20
30
40
50
60
70
80
90
100
KINLEY HIMALAYAN BISLERI AQUAFINA
PINK
GREEN
BLUE

21. MARKET RESEARCH ANALYSIS
Awareness of the brand through taglines has not worked has the majority
of the respondents have not been able to give the correct answer.
The Purest Part of You
(Aquafina)
22%
Boond Boond Mein
Vishwas (Kinley)
37%
Stay Protected (Bisleri)
33%
Live Natural
(Himalayan)
8%
Tagline Awareness

22. MARKET RESEARCH ANALYSIS
63% of respondents ask for a particular brand while purchasing packaged
drinking water. The next question will tell us which brands they ask.
10%
27%
63%
Responses
Ask for Shopkeeper's
Preference
I am not bothered
Ask for a Particular
Brand

23. MARKET RESEARCH ANALYSIS
Respondents have considered availability and hygiene as the important factors
while purchasing Bisleri.
1 2 3 4 5
Price 12.2%
(11)
20%
(18)
21.1%
(19)
30%
(27)
16.7%
(15)
Availabilit
y
5.6%
(5)
6.7%
(6)
15.6%
(14)
24.4%
(22)
47.8%
(43)
Hygiene 2.2%
(2)
6.7%
(6)
10%
(9)
23.3%
(21)
57.8%
(52)
Shopkeep
er/Retaile
r’s
Recomme
ndation
23.3%
(21)
13.3%
(12)
30%
(27)
15.6%
(14)
17.8%
(16)

24. MARKET RESEARCH ANALYSIS
42% of respondents ask for Bisleri which makes it the most preferred brand.
42%
19%
29%
5%
5%
Brand Preferance
Bisleri
Aquafina
Kinley
Others
Himalayan

25. NET TAKE AWAY
• Bisleri is most preferred because of its availability
• Advertisements have not helped Bisleri to
differentiate itself from its competitors
• Bisleri is considered hygienic
• Bisleri scores above the other brands in terms of
brand awareness
• Majority of the people ask for Bisleri when they
purchase packaged drinking water

26. Thank You