4’P of Bisleri

Product, Price, Promotion & Place

 Executive Summary
Bisleri is a famous brand of bottled water in India and it was found
in 1965. Bisleri has 60% market share in packaged drinking water
industry in India. Bisleri has a very strong distribution network and
it has reach to almost all region of the country. Its operations run
throughout the subcontinent of India and are one of the leading
bottled water supplying companies. As of now, Bisleri has 80
bottling plants Pan India, amongst which 12 are their own and 68
are licensed. It deals not only in bottled water but also in energy
drinks, soda, facial wipes, stand and faucet, ice box. ​Bisleri has a
wide and well managed salesman appointed for taking up the
responsibility of distribution of its products to diverse parts of the
country. Bisleri uses three level of distribution channel as it
includes dealers, wholesalers and retailers. ​The ​participants play
a vital role in success and failure of any business. They actually
bridge the gap between suppliers and end consumers thus
framing the outline for a company in end users mindset.The
existing situation in which Bisleri is operating is oligopoly. This
means that companies have more pricing power than if they were
operating in perfect market circumstance. The marketing strategy
provides the design for achieving them the linkage between
marketing strategies and overall corporate success is indeed
direct and vital. ​Bisleri has been developing the drinks for over a
year and after final testing and development, they are now all set
to launch the array of economical and refreshing soft drinks.
Indian consumers are tired of the existing range of products and
need something new and innovative. Bisleri Pop’s unique flavours
will stand out among the available flavours in the market and will
give the consumer a wide variety of choices. Bisleri has gained
the tremendous success in the field of bottled industry.

​Introduction of Company
Bisleri’s history is a glimpse of the constant innovation,
commitment to quality, and focus on customer need, that have
made Bisleri the benchmark for bottled water in India.
Bisleri is a famous brand of bottled water in India. Ramesh
Chauhan joined the Parle group, found by Jayantilal Chauhan, in
1963. Parle group started manufacturing soft drinks in 1949,
namely, Gold Spot, Limca, Maaza, Thums Up and Citra. Bisleri,
an Italian mineral water company, was launched in India in the
year 1965, and bought by Parle from the Italian entrepreneur
Signor Felice Bisleri in 1969 as the company was unable to
market bottled water, and planned to exit the market. They merely
used the name and launched Bisleri soda with two variants --
carbonated and non-carbonated mineral water. Bisleri soda,
though doing well, had to be discontinued, as Parle sold their soft
drink brands to Coca-Cola in 1993. After the sale to Coca-Cola,
Ramesh Chauhan dedicated himself to develop Bisleri as a brand
and bring safe drinking water into the public domain. His undying
determination and vision has made Bisleri a premium mineral
water brand and a household name.
Major events at Bisleri are :-
· 1969- ​Parle bought over Bisleri, from an Italian entrepreneur
· ​1971​-Parle group launches LIMCA, that derives its name
from 'NIMBU KA' (of lemon)
· ​ 974-​Parle group launches MAAZA, a mango based
1
drink.
· ​1978-​Parle group launches THUMS UP, a cola
flavoured aerated drink.
· ​1990-​Opponents started for Bisleri in a large scale,
however it was still able to survive.
· ​1991-​Bisleri economic 20-litre jar was introduced to
cater to homes and offices.
· 2006-​Bisleri changed its brand colour from blue to green
Bisleri mountain water from the Himalayas was
launched.
· 2009-​Bisleri ushered in the festive seasons with 250ml
and 500ml packs.
· ​2011-​Bisleri SODA was launched. A home-sized pack
of 15 litres was introduced.
· ​ 012-​Bisleri stepped into the premium water category
2
with Vedica - natural mountain water from the
Himalayas.
· ​2014-​Bisleri launched an energy drink – Urzza.
· ​2015-​Bisleri changed its packaging.
· ​2016-​Bisleri launches 'Bisleri POP' -four new fizzy
drinks.

Bisleri’s Vision: - ​Its vision is to be the dominant player in the

branded water business where the second player is less than
20% of its business.

Bisleri’s Mission: - ​To provide the highest quality product,

keeping in mind all aspect including freshness, purity, safety and
making it easily available to the consumer at a very affordable
price.

Product
· Bisleri water: - Developed 7 unique pack sizes to suit the need
of every individual.
-Non- returnable Packs: - 250ml, 500ml, 1l, 2l, 5l
-Returnable Packs: - 20L, 10L
· Bisleri soda: - ​It comes in two different pack sizes. One is 600
ml and another one is 300 ml pack.
· ​ rzaa: - ​A great tasting energy drink from Bisleri which is free
U
of Caffeine and fortified with essential vitamins​. And it was
launched in 2014.
· ​Vedica:- ​Vedic is the finest of what life has to offer, taken to
another altitude.
Non-returnable packs – 1L, 500Ml, 250ml
· Bisleri PoP: - ​Bisleri Pop comes in four new flavors -
PinaColada, Spicy, Limonata, and Fonzo.
· ​Additional product: - ​Compact, convenient to use,
travel-friendly and undoubted promising quality, that are
brought to especially to make life easier and better.
-Stand & faucet, Icebox, facial wipes, chotu cool

Pricing strategies of Bisleri

(AN ECONOMIC FACTOR AFFECTING THE BUYER’S
BEHAVIOR)
Price is the sum of values that consumer exchange for the
benefits of having or using the product or service. Price is the only
element in the marketing mix that produces revenue.
In India, where the majority of the population comprise the
middle-income group and lower income groups it is not hard to
understand that pricing is one of the most important factors in the
buying decisions. Bisleri has met the expectations of the
consumers in terms of pricing the product and also making the
product available in variations of liters, making Bisleri both
convenient and affordable.
Since Bisleri has many competitors and is facing tough
competition from the market. So ​Bisleri uses competitor price
strategy to get the market.​ The existing situation in which Bisleri
is operating is an oligopoly. This means that companies have
more pricing power than if they were operating in perfect market
circumstance. It is clear that their pricing is highly influenced by
competition because there are many perfect substitutes and
therefore if Bisleri increases its price, many of its product
customers will start to consume its substitute product.

Promotion of Bisleri
A good product goes a long way in taking the company forward but
without proper communication between the consumers and the brand,
even the product will not be able to save the company. Bisleri realizes
this concept clearly and hence has gone for persuasive activities to
increase its visibility in the consumer market. In one of the first
promotional print ads, a butler was holding two Bisleri bottles with a
punch line “​Bisleri is very very extraordinary”.
This helped in capturing the imagination of the public and paved the way
towards success. The marketing objectives and advertising policies of
Bisleri include personal selling, specific advertising in different mediums,
public relations and sales promotion. Bisleri has set up an aggressive
media plan with the ads on hoardings, billboards, vehicles like trams,
trucks, and every other possible interface that a consumer can connect
with.

All its ads are on the radio and shown on the television channels. Its
slogan “​Pure and Safe”​ has become very popular amongst the
consumers. In order to distinguish itself from other companies, Bisleri
decided on “​sealed cap bottles”. It proved a major coup for the brand as
it claimed 100% purity because it was not possible to refill the bottle
without tampering with the seal.

All its campaigns at this point of time stretched on the purity point and
about the patent for the breakaway seal. Later the brand changed its
tagline to “​Play Safe”​ and came out with some bold ads to attract the
younger generation. Bisleri has decided to opt for high standards of
packaging to promote its products.

Point of purchase advertising is critical for a brand like Bisleri. Here too
Bisleri gets top marks with its innovative hoardings and POP material. All
consumers need to know is that they are getting water at this shop, and
that’s what the POP material clearly targets.
 Place of Bisleri
Bisleri has realized that availability is the key to success and for the
success of this concept; the distribution ​channel has to be up to the
mark. The brand ​strategy has been to create a direct system of
distribution at the national level. Presently Bisleri has more than eighty
thousand outlets that are used as retail shops in the whole country and
amongst this number, twelve thousand outlets are alone in the cities of
Mumbai and Delhi. The company has invested heavily in procuring at
least 2000 trucks for safe and convenient transportation of ​products​.

The company has set up eighteen of its own manufacturing plants all
over the country. It has bottling plants in various cities like Delhi, Kolkata,
Goa, Bangalore, Mumbai, and Jaipur. It has decided to hire its own
salespeople for proper handling and distributive facilities. This is so
because the brand ​wants its own network of distribution in places where
it already has a manufacturing plant for cost cutting and efficient
management process.

Bisleri is one of the front-runners in the industry today because of its

strong network consisting of absolute distribution strength. In order to
penetrate deeply in the southern region, the company has decided to
increase its distribution channels over there.

Bisleri bottles are available in every nook and corner of India. From the
small shops to the panwallas at every corner, one can easily find a
Bisleri bottle to quench his/her thirst. The bottles are available at malls,
at cinema halls at restaurants, at airports at railway stations and at every
imaginable place. Hence, availability is not a factor for this product and
the credit goes to the highly efficient distribution network of this brand.
 Conclusion
Bisleri has developed 8 unique pack sizes to suit the need of
every individual. It is also present in 250ml cups, 250ml bottles,
500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L
which are the returnable packs.
Selling bottled water requires constantly expanding the market.
The company should also target the market for soft drinks. All the
soft drinks address three issues: fun, thirst and refreshment
followed by status to some degree. The thirst and the status value
of the mineral water are well accepted. There is very little the
mineral water brands can do to add the fun element around the
product. Again here, it becomes important for the company to
have a good distribution network. It should be understood that if
the mineral water is easily available everywhere then it can be
said with confidence that it would be able to replace the soft
drinks as a thirst quencher. If we try and look at the reasons that
why consumers buy soft drinks as thirst quenchers: we would find
the answer as that either water is not available or if it is available
then safety is not assured. Therefore, backed by a good
distribution network mineral water industry can grow at a rapid
rate.
 Recommendations
· Advertisement to build the brand image that will provide the
required ground to establish the authenticity of the product.
· Display of hot and cold dispensers and bottles at places like
hotels, clubs, and airports where upper-class group visits, as
they are the potential customers. A place like departmental
stores, petrol pumps and super bazaars can also be
considered.
· The Company should organize camps at various part of the
city also road show to bring about the difference between
mineral water and filter/purified water and to tell the people how
mineral water is more hygienic than filtered water/purified
water.
· To aware people the cost-benefit analysis to the customer of
how the mineral water would cost less and benefit more
because people using purifier system cost too much.