G.

L BAJAJ INSTITUTE OF MANAGEMENT & RESEARCH

GREATER NOIDA

MINOR PROJECT REPORT (PG 34) ON

A Study on BISLERI

Post Graduate Diploma in Management

Term 2
BATCH 2019-21

Submitted by:

Sakshi Chaudhary
Roll no. GM19160
 Acknowledgement

First of all I am deeply indebted to Department of Management, G.l

Bajaj institute of management and research, Greater Noida for
allowing me to complete my minor project on ‘BISLERI’. It gives me
immense pleasure to express my heartfelt gratitude to my respected
Mentor Mrs. Radhika Malhotra for providing me articulate
guidance and ceaseless encouragement throughout study.

SAKSHI CHAUDHARY
ROLL NO.:- GM19160
PGDM- 2019-21
 G.L BAJAJ INSTITUTE OF MANAGEMENT & RESEARCH
GREATER NOIDA

CERTIFICATE

This is to certify that Ms. Sakshi Chaudhary (GM19160)

PGDM 2019-21. Term 2, work exemplified in minor project
report (PG 34) on BISLERI under my mentorship in GL BAJAJ
INSTITUTE OF MANAGEMENT AND RESEARCH , GREATER
NOIDA (U.P).
CHAPTER-1 : INDUSTRY ANALYSIS
Beverage Industry Overview
The food processing industry in India has a total turn over of around USD 65 billion which
includes value added products of around USD 20.6 billion. Coca cola, Pepsi, and Nestle are
the leading beverage brands that have been ruling the Indian beverage market since past few
decades. Among all the beverages, tea and coffee are manufactured as well as exported
heavily in the international markets succumbing to the individual demands around the world.

The beverage industry in India constitutes of around USD 230 million among the USD 65
billion food processing industry. The major sectors in beverage industry in India are tea and
coffee which are not only sold heavily in the domestic market but are also exported to a range
of leading overseas markets. Half of the tea and coffee products are available in unpacked or
loose form. Among the hot beverages manufactured in India, tea is the most dominant
beverage that is ruling both the domestic and international market even today. The supply of
tea and coffee is insurmountable in the Indian beverage industry.

The taste factor in tea varies according to the taste of individuals in different countries and
the beverage companies in India manufacture the products in accordance with the taste of the
individuals. For example, the inhabitants in the southern parts of India prefer dust tea whereas
the inhabitants in the western part of India prefer loose tea. The Southern India also prefers
coffee a lot. The production capacity of the total packaged coffee market is 19,600 tonnes
which is approximately a USD 87 million market. The soft drink market such as carbonated
beverages and juices constitutes around USD 1 billion producing 284 million crates per year.
In the peak season, the consumption capacity reaches 25 million creates per month and
during off season the same goes down to 15 million crates in a month. Pepsi and Coca cola
are the two leading brands in the Indian market. The mineral water market in India is a USD
50 million industry and produces 65 million crates. Around 4.9 million crates is usually
consumed each month but it rises to 5.2 million crates in the peak season.

About Beverage Companies in India

Fruit juices, pulp and concentrates, and sauces or ketchups are doing very well in the
beverage market in India for the past few years. Various milk products, health beverages,
beer, and country liquors have also been contributing largely in the rising demand of
beverages in India. The leading beverage companies in India are also exporting various
products especially tea and coffee to the international markets every year. Tea and coffee
have registered an excellent growth in the Indian beverage market as these are the most
preferred drinks purchased excessively around the world. Among all the leading beverage
companies in India, Coca cola has accounted for a thriving growth since its inception. It
occupies around 60 percent of the carbonated drink sector in the Indian beverage industry.
Another predominant brand in beverages is Nestle India Limited which occupies 61.85
percent of the total Nestle S.A. Switzerland. The Nestle products are hugely exported to
Russia apart from selling in the domestic market.
 List of top Beverage Companies in India

 Ace continental Exports

 Amalgam Enterprises
 UB Group
 Vinbros & Co
 Indian beer
 Mohan Meakin Brewery
 Adluri Foods
 Agarmet Corporation
 Apple Valley Group
 Carritt Moran & Co
 Cygnet India
 Karnataka Plantation Coffee
 Lochan Tea
 North Western Cacher Tea
 Tata Tea
 Thunderbolt Tea
 Williamson Magor Group
 SABMiller
 Coca-Cola
 PepsiCo
 Dhunseri Tea
 McDowell & Company
 Nestle
 NHN Water Technologies
 Nirmitee Impex
 RamSingh Aggarwal & Co.
 Shaw Wallace
 Goodricke
 Camellia Overseas Pvt. Ltd.
 Enkay Texofood Ind.Ltd.
 South Seas Distilleries & Breweries
Introduction of Bisleri

Bisleri International pioneered the concept of bottled water by launching Bisleri in 1969 with
a vision to be the dominant player in the branded water business and the mission to have
world class quality at the lowest production and distribution cost.

Since the past 5 decades, Bisleri has been a household name & a symbol of goodness, trust
and purity. A leader in its category, it is the most trusted brand of mineral water in India.
Having a strong presence, with 135 operational plants (13 owned) and a strong distribution
network of 3000 Distributors & 5000 Distribution and own trucks across India &
neighbouring countries, Bisleri stands true to its promise of providing safe, pure & healthy
mineral water to consumers for the last 50 years.

Range of Brands:
Bisleri International manufactures and markets brands like:

Bisleri Mineral Water: Trusted by millions since 1969, Bisleri Mineral Water is not just an
ordinary bottle of water. Each drop of Bisleri water is a promise of goodness that goes
through a rigorous 10 STEP quality process and 100+ Tests. Bisleri is available in multiple
sizes like 250 ML, 300 ML, 500 ML, 1 L, 2 L, 5 L, and 20 L.s

Vedica: Bisleri Vedica Natural Mountain Water comes from one of the most pure and pristine
sources on Earth, The Himalayas. With a PH value higher than other Mountain waters,
Vedica is more Alkaline & has a lot of health benefits.

Bisleri Fonzo: In a category first, Bisleri Fonzo was launched in 2018 and is a delectable
combination of real mango juice & fizz.

Bisleri Club Soda: Soda is a combination of pure Bisleri Mineral Water and Fizz which gives
it a strong, fresh and crisp taste.
Vission and Mission of Bisleri
The journey till now
1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in
glass bottles then.

Early-1980s: Shifts to PVC bottles. Sales surge

Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.

1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for
Rs 400 crore.

1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.

2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.

1998: Introduces a tamper-proof and tamper-evident seal.

2000: BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did
not carry ISI label; the licence is restored one-and-a-half months later.

2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show
Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent.

2003: Bisleri says it plans to venture out into Europe and America to sell bottled water
Chapter-2 :Compertitors Analysis

Major Top competitors of BISLERI

1.Aquafina

Aquafina is ranked second on the list of mineral water companies in India and is one of the
top 10 mineral water brands in India. Aquafina is owned by the PepsiCo Group. Aquafina,
which is now one of the top 10 mineral water companies in India was initially rolled out at
Mumbai in 1999 and launched nationwide in the mineral water industry in India in 2000.
Aquafina has more than 15 manufacturing plants across the country and this top mineral
water brand in India sell packaged mineral water in 300ml, 500ml, 1 liter, 2 liters, and 25-
liter sizes. The Aquafina water bottles in India are priced at an INR7 to INR 90. Aquafina has
a 13% market share in the mineral water industry in India.

2.Kinley

Kinley, one of the top 10 mineral water brands in India has a market share of around 10% in
the mineral water industry in India. The list of top 10 mineral water companies in India is not
complete without Kinley. Kinley was launched in India by the Coca-Cola Group in 2000 and
is one of the best mineral water companies in India. Kinley mineral water is available in sizes
ranging from 200 ml to 5-liter jars. Kinley mineral water price in India in India starts from
INR6 to INR 45 for different sizes. Kinley is leading the list of top 10 mineral water
companies in India with a daily production capacity of around 0.35 million liters. The mineral
water industry in India is poised to grow at a great speed with this top mineral water brand.

3.Bailey

Bailey is also one of the top mineral water companies in India and this mineral water
company in India is a part of the Parle Agro Group. Bailey was formed in 1993 and is
available in sizes of 200ml, 500ml, 1-liter, 2-liter, 5-liter, 20-liter, and 25-liter packs sold at
competitive mineral water price in India. This leading mineral water company in India has a
market share of around 3% in the mineral water industry in India and has a production
capacity of around 0.10 million liters daily. Bailey is often listed in the top 10 mineral water
brands in India. The list of the top 10 mineral water companies in India is incomplete without
Bailey.

4.Himalayan Mineral Water

Himalayan is one of the well-established mineral water companies in India and is part of the
Tata Global Beverages Group. Himalayan is the part of the list of top 10 mineral water
brands in India. Himalayan Mineral Water was launched in 1997 and has emerged as one of
the best quality natural mineral water in the mineral water industry in India. Himalayan is one
of the top 10 mineral companies in India that sells natural Himalayan water procured from
the Shivalik range after being naturally filtered for almost 20 years. Himalayan mineral water
is available in 300 ml, 1 liter, and 2-liter sizes and is sold at the most reasonable mineral
water price in India.

5.Kingfisher Mineral Water

Kingfisher is one of the oldest mineral water companies in India and part of the top 10
mineral water brands in India. The list of mineral water companies in India is very long, but
Kingfisher has maintained its position on the top. This mineral water company in India was
founded in 1998 and is headquartered in Mumbai, India. Kingfisher has an annual sales
revenue of more than $50 million and sells 200 ml, 500 ml, 1-liter, 2-liter, 5-liter, and 20-liter
packs at the most reasonable mineral water price in India. This top mineral water brands in
India is a very popular brand in the mineral water industry in India.

Qua Mineral Water

Qua is a leading mineral water company in India and is owned by the Narang Group. Qua is
one of the top 10 mineral brands in India. Qua is headquartered in Pune, India and uses
French bottling technology to package pure Himalayan natural water in sizes of 500 ml and 1
liter at the best qua water price in India. This top mineral water company in India was
founded in 2008 by Rahul Narang and has niche consumer base in the mineral water industry
in India. Qua is retailed at select stores and sold in many premium hotels across the country.

Rail Neer

Rail Neer is one of the top 10 mineral water brands in India and is part of the Government of
India owned Indian Railway Catering and Tourism Corporation (IRCTC). Rail Neer on the
list of top 10 mineral water companies in India has a daily production capacity of 0.10
million liters and an annual revenue of around $20 million. Rail Neer is retailed in at more
than 700 railway stations and served in over 1,000 trains to the passengers to emerge as one
of the trusted mineral water companies in India. Rail Neer was established in 2003 and is
headquartered at New Delhi, India.
CHAPTER-3
About Kinley
Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in
many large European and Asian countries. Its carbonated forms are used for mixers, and also
available in a variety of fruit flavors.
The Kinley brand is used by Coca-Cola for two types of drinks:

 Packaged water bottle

 A carbonated water with a wide array of variants: tonic, bitter lemon, ginger ale, club
soda and fruit flavored. Available in Austria, Bangladesh, Belgium, Bulgaria, Czech
Republic, Denmark, El
Salvador, Germany, Greece, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldi
ves, Moldova, Nepal, Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzer
land and Zambia.[1]
Kinley Lemon was one of eight international soda flavors featured and available for tasting
at Club Cool in Epcot, but was retired in October 2013.

Company Details

About the Company

Legal Status of FirmPrivate Limited Company

Nature of BusinessRetailer, Service Provider

IndiaMART Member SinceApr 2013

Coca-Cola in India refreshes millions of consumers with an exciting range of beverages

including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky
Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit,
Minute Maid Apple, Minute Maid Mango, Minute Maid 100% juices, Georgia, Georgia
Gold, Kinley, Kinley Club Soda, Schweppes and Burn through a network of more than 1.5
million outlets. Coca-Cola India provides extensive support for community programs across
the country, with a focus on education, health and water conservation and has already
undertaken over 500 rain water harvesting structures in 22 states of the country. For further
information on the Company's India operations and its products, please visit Coca-Cola
Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with
more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand,
our Company's portfolio features 15 billion-dollar brands including Diet Coke, Fanta, Sprite,
Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle.
Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices
and juice drinks. Through the world's largest beverage distribution system, consumers in
more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an
enduring commitment to building sustainable communities, our Company is focused on
initiatives that reduce our environmental footprint, support active, healthy living, create a
safe, inclusive work environment for our associates, and enhance the economic development
of the communities where we operate. Together with our bottling partners, we rank among
the world's top 10 private employers with more than 700,000 system employees.

Swot analysis

Kinley is brand of simple and carbonated water owned by the famous beverage maker Coca-
Cola Limited. The brand of packaged drinking water which was launched in the year 2000 is
a highly healthy and hygienic water that goes through a number of purification processes.
The brand is popular in many countries in Europe and Asia.

The brand which communicates trust and truth ensures that good quality and clean water is
made available to all parts of the world. With the growing scarcity of water and as the
number of people who travel across the globe grow the need for packaged water is also
assumed to increase steeply. Yet another risk that is fueling the demand for packaged water is
the increase in the incidence of water-borne diseases like cholera, typhoid, and jaundice
across the world.

Strengths in the SWOT analysis of Kinley

The following are the strengths of  Kinley:

 Association with Coca-Cola: Coca-Cola is a popular company and closely associated

with aerated drinks. The company is a well-known name in the minds of the customer
and enjoys extremely high brand recall.
 High trust: In comparison to Kinley most other brands of water are sold by smaller
and relatively unknown companies. In contrast to that Kinley is owned by a company
Coca-Cola which enjoys goodwill and trust of customers and which is also popular.
 Wide distribution channel: With growing water scarcity the packaged drinking water
has demand everywhere. Coca-Cola with its wide distribution channel is able to get its
 water brand Kinley to even remote and rural location across its markets. This ensures
wide market coverage.
 Marketing campaigns: Kinley had a number of advertisement which was not just
appealing but also interesting. These scholarships were indicating a unique selling
proposition of the brand namely trust and were also indicative of the purity of the water
used.
 Variety of packaging: Kinley was introduced in the year 2000 with a 500ml pack. In
just a matter of two years, the number of packs in quantities like 500ml, 1 liter, 1.5
liters, 2 liters, 5litres, 20 liters, and 25 liters were introduced. In addition to this, the
company also launched 200ml water cups for a smaller section like parties, get-
togethers and other functions and  200ml pouches for sale in the rural areas.

Weaknesses in the SWOT analysis of Kinley

Some of the key weaknesses of Kinley are :

 Low Ethics of Coca-Cola: Coca-Cola has been a part of numerous scandals which
involve aspects like harmful ingredients in their aerated drinks, pollution of water
bodies in and around their factories due to poor waste disposal and management
mechanisms. These scandals affect the branding of Kinley.
 Low brand loyalty: The packaged drinking water industry is highly competitive
with Bisleri from Parle, Kinley from CocaCola and Aquafina from Pepsico.
The product being water there is not much of scope for brand loyalty and the only
factor that fuels choice is ease of availability.This becomes a weakness for all players
in the domain.
 No or poor differentiation: The packaged drinking water industry players suffer from
no or poor differentiation and thus customers do not really find a difference between
the various players. The company has to find an emotional differentiator to ensure that
customers find a solid difference.
  Regulatory Framework: The new regulatory framework of India mandates that
packaged drinking water follow certain specific quality norms in not just the
manufacturing process but also the packaging which results in additional costs.

Opportunities in the SWOT analysis of Kinley

Some of the opportunities include :

 Market Potential: The total annual consumption of bottled water in India is around

1.5 billion liters and the cumulative growth rate is at 25 %. This means that there is a
huge untapped market here in addition to other parts of the world.
 Growing scarcity: There is a growing scarcity of water in the world and the number
of water-borne diseases across the world is growing. People are extra cautious about
the water they consume and this has resulted in a steep increase in the sales of bottled
water.

Threats in the SWOT analysis of Kinley

Some of the threats include:

 Competition: Some of the major competitors of Kinley are Bisleri from Parle, Pure
Life fro Nestle and Aquafina from Pepsico

Headoffice
The Coca-Cola Headquarters is a campus in Atlanta, Georgia that is home to The Coca-Cola
Company in the city's midtown. The most visible building on the site is a 29-story, 403 foot
(122.8 m) high structure called One Coca-Cola Plaza.
Number of employees

Kinley has 319 employees 

Recent acquisitions
In an effort to spur its growth in the non-alcoholic beverages market, Coca-Cola India Ltd,
which posted a turnover of Rs 2,900 crore in 1999, is in the process of arming its arsenal with
a wide range of products for the Indian consumer.

The company also plans to aggressively pursue a region-specific approach with respect to its
product offerings. Leveraging a 100-brands-plus global portfolio, the beverage giant is likely
to pick-and-choose the components of its portfolio based on seasonality and the peculiarities
of the local markets.

Among the new products that Coca-Cola plans to introduce in India are flavoured milk, ice
tea, ready-to-serve coffee and fruit juices. The company is also toying with the idea of
launching flavoured health water, which, it claims, has been a runaway success in other Asian
markets. These initiatives will be finalized over the next five months.

Simultaneously, signaling its desire to move away from a Coke-centric approach, Coca-Cola
has also decided to expand its marketing focus to build other acquired brands. It is also
exploring the possibilities of widening its existing portfolio through strategic acquisitions.

Success in the ‘regional route' approach has prompted Coca-Cola India to stick to the
formula. Apparently, in brand terms, Coke is ahead in Delhi, Thums Up is in full throttle in
Mumbai and Andhra Pradesh, while Fanta is leading the pack in Tamil Nadu.

Packaged drinking water is one segment that Coca-Cola India is banking on heavily. Not
surprising, considering that the packaged water market has an estimated growth of 100 per
cent. And although this market is still nascent in India, global biggies such as Aquafina
(Pepsi), Perrier (Nestle) and Evian (Danone) have pitched tent with a vengeance. And, of
course, there are the home-grown brands, Bisleri and Bailley.
Eager not to be left behind, Coca-Cola is launching its drinking water brand, Kinley, in
Andhra Pradesh, Karnataka and Tamil Nadu. The national launch has been slated for end
2000. Priced at Rs 12 for a 1-litre PET bottle (in Tamil Nadu, the retail price is Rs 10 a
bottle), Kinley is being bottled at Coca-Cola's greenfield manufacturing plant at Bidadi, near
Bangalore.

According to company sources, great pains have been taken to ensure the purity of the water.
A special imported tamper-proof closure - which, unlike break-away caps, is impossible to
re-seal - is one of the USPs of Kinley. The company claims that the brand also has the
certification of the Federation of Family Physicians Association of India (FFPAI).
T. Krishnakumar, President (CEO), Coca-Cola India and South West Asia Business
Unit

T. Krishnakumar (popularly known as KK) is the President & CEO of Coca-Cola India and
South West Asia business unit. In his current role, KK leads the company’s business and
operations across India, Bangladesh, Bhutan, Maldives, Nepal and Sri Lanka. He is a
strategic, well-rounded leader, and has been a catalyst for expanding Coca-Cola’s portfolio
and driving growth in every position he has previously held. He has more than thirty years of
work experience spanning marketing, sales and distribution, supply chain and general
management. He has worked across different geographies including APAC, Middle East,
Africa counting South Africa.

KK has spent almost 14 years in the Coca-Cola system in various roles starting from heading
the bottling in Eastern India region at Hindustan Coca-Cola Beverages Pvt. Limited. He
advanced through a series of leadership roles to subsequently lead Bottling Investment
Group’s (BIG’s) operations in India and Southwest Asia in 2009 and thereafter took on larger
responsibility of Region Director for South Asia before moving into his current role. He is
currently serving on the Board of Coca-Cola Amatil, Australia, apart from being on the board
of Coca-Cola Amatil, Indonesia.

KK previously worked with companies such as Henkel India, IFFCO Group (Dubai),
Murugappa Group and Asian Paints. He was instrumental in launching new products and
building new categories for businesses in several of these companies.

KK believes that consumers, people and brands are the driving forces behind any successful
business. He mostly shows up at work in his white, cotton half sleeves shirts instead of
business suits. He values time and upholds the importance of staying on schedule. His
working out of various countries and travels to all parts and nooks of India endow him with
insight and respect for different cultures and traditions.

KK was born in a Tamil-speaking family in Chennai and completed his electronics

engineering from College of Engineering, Guindy (Madras University) and earned his post-
graduation in management from Indian Institute of Management, Bangalore. His quest to
acquire more knowledge made him pursue multiple refresher programs including an
Advanced Management Program at Wharton.

KK is passionately interested in sports, especially cricket. He spends his spare time with his
wife, Sujatha, to empower the rural and underprivileged communities through education. 

SLOGAN
Kinley drinking water
Kinley. Trust in every drop.

The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination
for our business and provides us with a "Roadmap" for winning together with our bottling
partners.
Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.

 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
  Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to make
our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well

Focus on the Market

 Focus on needs of our consumers, customers and franchise partners

 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious

Work Smart

 Act with urgency

 Remain responsive to change
 Have the courage to change course when needed
 Remain constructively discontent
 Work efficiently

Act Like Owners

  Be accountable for our actions and inactions
 Steward system assets and focus on building value
 Reward our people for taking risks and finding better ways to solve problems
 Learn from our outcomes -- what worked and what didn’t

Be the Brand

 Inspire creativity, passion, optimism and fun

CHAPTER: 4

MARKET ANALYSIS

Product Description

Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why
we introduced Kinley with reverse –osmosis along with the latest technology to ensure purity
of our product. Because we believe that right to pure, safe drinking water is fundamental.

Products of Kinley

Rs.10
Rs.12

Rs.15
Rs.70
Distribution channel of kinley
Kinley products are available on these sites

1. Amazon.in
2.Flipkart
3.Grofers.com
4.Bigbasket.com
5.Spencers
Swot analysis to identify what competitors are doing right and what
customers are complaining

1.Improper supply
2. Rude behaviour of Customer care
3. Not good by taste
Findings

1.Bisleri is India's largest packaged water brand with more than 50% market share.

2. High price of packaged water than Kinley

3. Counterfeit brands are easily available in market as Bisleri is a generic brand.

4.Bisleri has strong distribution channel among all the competitors basically Kinley

5. There should be innovation in packaging

Reccomendations

1.Bisleri should launch water purifier

2.Bisleri should launch juices and more beverages.
3.There should be more attractive packaging.
4.Bisleri can launch variants of its water focused on fitness market e.g. with added
electrolytes etc which can be targeted to gyms and fitness centres
Bisleri should tie-up with other companies to increase the market share.