This presentation contains details of the company Bisleri. Its 4Ps, brand positioning, Future and Recommendations. Presentation By: Leanne Vas, Sampurna Chawdhary, Suchit Chauhan and Ayush Parekh.

1. +
Bisleri
4Ps: Product, Price, Place and Promotion.

4. +
The Beginning
 Bisleri was originally an Italian company created
by Signor Felice Bisleri.
 He first brought the idea of selling bottled water in
India.
 Bisleri was originated in Italy in a place called
Nocera Umbra from a spring called Angelica.

5. +
History
 In 1965, it was introduced in Mumbai in glass
bottles in two varieties:
i. Bubbly
ii. Still
In 1969, it was bought over by Parle.
Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.

6. +
The Growth
• 1993: Sells carbonated drink brands like Thumps
Up, Gold Spot and Limca to Coca-Cola for Rs.400
Crore.
• 1995: BISLERI launches a 500 ml bottle and sales
shoot up by400 per cent.
• 1998: Introduces a tamper-proof and tamper-
evident seal.
• 2000: Introduces the 20-litre container to bring
prices down from Rs.10 a litre to Rs.2 a litre.

7. +
Today
• 2000: BIS cancels BISLERIS license of water bottling
in Delhi since some of the bottles did not carry ISI
label; the license is restored one-and-a-half months
later.
•2002: KINLEY overtakes BISLERI.The national retail
stores audit by ORG-MARG show Kinsley’s market
share at 35.1 percent compared to BISLERI’S 34.4
per cent.
• 2003: BISLERI says it plans to venture out into
Europe and America to sell bottled water.

8. +
Plants
 Bisleri has
 18 plants
 13 franchisees
 58 contract packers all over
India.

9. +
Major Competitors

11. +
Products

12. +Bisleri Mineral water and Mountain
water

13. +Bisleri Soda

14. +
Vedica- natural spring water

15. +
 Quality
 Innovation
 Value
 Added minerals
 Multiple stages of purification

16. +
Bisleri future products
 Flavoured drinking water
 Energy drinks
 Refreshment drinks

17. +
Purification Process

18. +
Ionization Sand filter
Carbon
filter
Reverse
Osmosis
Mineral injection Ozonization

19. +
Price

20. + Penetrative pricing
 Affordable
 Various sizes packaging to fit consumer desire and
pockets
 Introduced 500ml bottle@ Rs.5 in year 1995
 1L bottle@ Rs.10 in year 2000
 Currently–
 Starts from Rs. 10 @ 500ml
 1L @ Rs.17

21. +

22. +
Place and Distribution

23. +
Place
 Bisleri has around 80,000 retail outlets in India
 12,000 each in the Delhi and Mumbai alone
 Available in small kirana shops to restaurants to
super markets etc.
 Offices & Institutes
 Target is to reach to 10,00,000 in order to expand
brands reach.

24. +
Importance Of Distribution In FMCG
 Fast Moving Consumer Good
 High volume ball game
 All possible efforts to boost sales and promote
their distributors to earn more and more orders
from the retailers and wholesalers.
 These products are transported either
via roadways or railways within the domestic
markets and normally don’t take more than a week
to reach the retailers.
 A close check, problems, Rectification

25. + Distribution Channel Of Bisleri

26. + Distribution Channel Of Bisleri
 The distributor employs their own salesmen
 The salesmen are divided among the territories defined
by the distributor
 The company sales person makes a visit once every month
 Interaction with Sales Executive
 Bisleri people doing the job for distributors
 The company will invest approximately Rs.200 cr. to
procure 2000 trucks and hire same no. of sales people
 Plans to increase its distribution network over the southern
and eastern region, where it is behind popular brands
likes Team in Tamil Nadu and in Andhra Pradesh.

28. +
Critical Analysis
 Less margin to distributors
 Unviability at small shops
 Its market is PULL driven & no PUSH is required
 Generic name for the product

29. +
Promotion

30. Newspaper

31. +
Latest TVC: Kiss to Drink

36. +
Campaign in
Rural India
As rural India constitutes
about 65-70% of its total
population, promotion in
rural areas proves to be
very important.

40. +
Hoarding

42. +
Promotion for
Bulk Orders.
As Bisleri’s major profit
comes from Bulk orders, it
constantly keeps on
looking out for new
hotels, restaurants,
companies, etc.

43. +
Social Media

46. + Brand Positioning

47. +
Brand Positioning
 Bisleri has the strongest brand positioning in the
mineral water bottle sector.
 We don’t ask for a mineral water bottle, we ask for
Bisleri.
 It comprises of more than 40% of the market share
and hence, it is the market leader.

48. + Future

49. +
Future
 In Indian villages, even today there is shortage of
safe drinking water sources and there is spread of
water borne diseases due to contaminated water.
The company should therefore focus on rural
market penetration.
 The company is a single product portfolio
company.The company should try to introduce
more product more beverage products in the
market.

50. + Conclusion

51. +
Conclusion and Recommendation
 The brand recall of Bisleri is stronger as compared
to its competitors. However, problem arises when
the brand is not available and customer ends up
buying the brand of competitor.The company can
acquire smaller unorganized players to extend the
reach or can tie up with major local players.
 The company should form a joint venture with
some companies who have greater rural
distribution network to introduce products
catering to rural market

52. +
Presentation By:
Leanne Vas
Sampurna Chawdhary
Suchit Chauhan
Ayush Parekh