Reinventing Bisleri

1. Reinventing Bisleri By: Pinaki Basu Reinventing Bisleri By Pinaki Basu

2. Introduction Bisleri was originally an Italian company created by FeliceBisleri. 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’. Reinventing Bisleri By Pinaki Basu

3. Cont..... Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. In 1995 Ramesh J. Chauhan started expanding Bisleri operations. Reinventing Bisleri By Pinaki Basu

4. History 1971: Parle Bisleri's Bisleri brand was launched. Early 1990s: The branded mineral water industry was worth Rs 3 billion. 1992: Around 95 million litres of mineral water was produced in India. Reinventing Bisleri By Pinaki Basu

5. Cont... After 1993: Several new brands were launched. Late 1990s: Many international brands were planning to enter Indian Market. Reinventing Bisleri By Pinaki Basu

7. Cont... It is available in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Reinventing Bisleri By Pinaki Basu

17. Strategic Advantage Profile (SAP) Reinventing Bisleri By Pinaki Basu

18. Environmental Threat & Opportunity Profile (ETOP) Reinventing Bisleri By Pinaki Basu

19. Cont.... Reinventing Bisleri By Pinaki Basu

20. SWOT Analysis Reinventing Bisleri By Pinaki Basu

21. Decision Model OPPORTUNITIES W E A K N E S S S T R E N G T H THREAT Reinventing Bisleri By Pinaki Basu

22. Area Of Concern Bisleri tried to make purification and quality as their USP. They used tamper proof seal, to make it safe. But this idea didn’t work as it was common to other brands. New competitors decreased its market share. Reinventing Bisleri By Pinaki Basu

23. Cont... New competitors had an edge over Bisleri in distribution channel. Kinley had 500,000 outlets compared to Bisleri's350,000 Quality of the bottles wasn't consistent. Reinventing Bisleri By Pinaki Basu

24. Cont... Different shapes of bottles increased labelling time. New competitors invested hugely in advertisements and promotions. Reinventing Bisleri By Pinaki Basu

25. Alternative Actions By Company Promoted their tamper proof seals as a “Break Away Seal”. To reinforce the message that Bisleri was "pure and safe." Launched “Alaska Neck” bottles- used less plastic – cost saving. Reinventing Bisleri By Pinaki Basu

26. Cont... Penetrated every possible segment of the market by introducing more pack sizes. Reinventing Bisleri By Pinaki Basu

27. Cont... Focused and invested more on advertisements. Reinventing Bisleri By Pinaki Basu

28. Cont... Planned to target the soft drinks market. Reportedly focused on the bulk segment. Changed it’s base colour from “Blue” to “Aqua Green” which helped it stand out in a sea of almost-uniformly blue-toned bottles of water. Reinventing Bisleri By Pinaki Basu

29. Cont... FROM "PURE AND SAFE" TO "PLAY SAFE" Convey a social message: “Young people need to make sure they are safe even when they are having fun.” Reinventing Bisleri By Pinaki Basu

30. Targeting malls, multiplexes, five-star hotels and premium restaurants to stock the variant. Target customer -- affluent, urban and health conscious. Cont... Reinventing Bisleri By Pinaki Basu

31. Cont... Introduced a new variant i.eNatural Mountain Water. Announced its plans to launch the brand in the US -- a huge market for designer waters. Reinventing Bisleri By Pinaki Basu

32. Cont... Invested in: -setting up two new plants in Uttaranchal and Himachal Pradesh -infrastructure development -widening the distribution network. Reinventing Bisleri By Pinaki Basu

33. Cont... Bisleri is setting up 25 new bottling plants across India. Invested US$ 10 million for setting up these new bottling plants in Maharashtra, Kerala, Jammu & Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand and north Bengal. Reinventing Bisleri By Pinaki Basu

34. Bisleri Today Bisleri recently introduced BisleriNatural Mountain Water Recently introduced “Fizzy Soda”. Reinventing Bisleri By Pinaki Basu

35. Cont... At present, the company has 52 bottling plants across India. Bisleri has a 60% market share in the bottle mineral water segment. It also plans to launch: -branded ice -flavoured vitamin-enriched water . Reinventing Bisleri By Pinaki Basu

36. Suggestions The promotions should target all the age groups and not just the youth. Should increase their distribution channel and franchisee. Brand extension to brand proliferation. Reinventing Bisleri By Pinaki Basu

37. Thank You Reinventing Bisleri By Pinaki Basu