Product and Brand Management in International marketing of Branded Water Bottle Industry

Topic Allotment
1. Kuntal >> Introduction. 2. Product >> Product(4P). 3. Price >> Sachin(4P). 4. Place >> Akshay(4P). 5. Promotion >> Ketan. S.W.O.T. >> Kuntal.

Company Background
The origin of BISLERI lies in Italy and the brand owes its name to founder MR. FELICE BISLERI Parle Bisleri Ltd : One of the most well known brands in the India & World. It is private company owned by Ramesh Chauhan The Company sold off the Thumps Up & Gold Spot brand to Coca-Cola India in the early 1990s p, Since then the company has focused solely on bottled water in the World

Vision
Pure and Safe to Play Safe

Mission
To provided the highest quality product, keeping in mind all aspect including freshness purity and safety and making it easy available to the consumer at very affordable price

Products
Parle Bisleri Ltd oprates a network of 55 plants spread across the country. Bisleri with added Minerals :- Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the ph balance of the body but also help in keeping you fit and energetic at all times.

Product
Bisleri Mountain Water:- Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal neslted in the vast Shivalik Mountain range. Lauded as todays Fountain of Youth , Bisleri Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to nature.

International Market Swot Analysis Of Bisleri Strength

1) Quality :- Every bottle of Bisleri is put through a rigorous Multi stage purification process with include micron filtration & ozonisation. It acquires 6 stages of purification processes which ensure quality water which pure and safe for drinking purpose. 2) Trust For Brand:- More than 1 crore peole trust Bisleri. They by only Bisleri water becouse it has become genetic name for meneral water.

 Large Range Of Product:- Bisleri offers a large range of product which attracts consumers of all categories. For Example:-1 litre or 500 ml pack is useful for individual buyers, 12 litres or 20 litres is useful for organization. Therefore it attracts large number of customer.

Marketing
BISLERI is promoted by an aggressive print & TV. TV is backed by a Hording & point-of-sale material. Every interface with customer is used as an opportunity to reinforce. For Example:- All vehicles used for supply have been printed in light green, bears the BISLERI logo & sport catchy baseline likes drink & drive.

Expnsion in Europe
The launch of BISLERI in the European market on 4th September,2003 has created a lot of scope for BISLERI in the field. The comensate the deterioration of image; it will silent the critic & it will also increase the faith of the customer for the brand. It will create brand image and the quality will increase.

Launch Of Premium Pack

The Company also has its premium product range. This is prepared keeping 5-star hotel and other premium customer. This pack will be sold at Rs.20 per litre. This will give a tough competition to EVIAN, the biggest layer in the premium water range which sells its 1 litre water at a hefty of 85 per litre.

Promotion & Advertisement

Sales Promotion 1)Bottles free per crates. 2)Free Refrigerators, Air hangers & Racks for storage. 3)Window Display. 4)Sales Driven Objective(SDO). 5) My Can Youngistan Zone. 6) Sponsoring Movies (M.Dew Mission Istanbul)

Top Ten Competitor

Aquafina PEPSICO Bailey Parle Agro private Limited Kinley Hindustan Coca-Cola Bev. Pvt. Ltd. Brilliant BRILLIANT Company Himalaya TATA RODUCT Evian Perrier

BISLERI (Porters Five Force Model)

1)The Potential Entrance:- Shaw Wallace is also in a process to enter the bottled market in the premium segment. Eg.HUL water, new local brand. 2) The Substitudes:- Industry estimates that bottled water is the fastest growing that beverage segment & immediately followed by the soft drink beverage market. Eg.soft drink, aqua guard, tap water

 3) The Supplier:- When the companys supplier are able to raise price or reduce quantity supplied of PET bottles or the labeling material then the supplier power would be high 4)when the Buyer will be demand more quality or service and set competitors against each other, all at the expense of sellers profitability.

 5) New Entrance:- In a case of AMUL were to enter the market of bottled water , here is a swot of Amul. People may not unable to shift perception from milk provider to water segment. Awareness of varies product case of improper implementation.

Channels of Distribution
Traditional Trade
Eateries Hotels & Restuarants Fast Food Stalls College Canteens Jhunka Bhakar Kendra Grocery Food Grain Stores General Stores In & Outs Super Markets Convenience Pan Bidi Shops Small Shops Dairies Medical Shops

Bakeries

Channels Of Distribution
Modern Trade
Malls. Hyper Markets Air Ports Theaters Call Centers

4Ps - Place
Beats: (Andheri - West)

1. S.V. Road 2. J.P. Road 3. V.P Road 4. Four Bungalows 4. Seven Bungalows 5. Yari Road 6. Versova 7. J.V.P.D Scheme 8. Irla

The Sales Force Distribution

1 C.E >> 4 Salesman 1 Salesman >> 2Beats Each. 1 Beat >> 32 Outlets (On Avg.) Order System 1Salesman * 2 Beats = 64 Outlets 4 Salesmen * 8 Beats = 256 Outlets 256 Outlets (Grocery, Convenience, Eateries) There is a separate van delivering Restaurants and Bars.

 Mangola Scratch Cards (Piyoge toh Jeetoge) Organizing Shows Khali

The Distribution Pattern

Production Plant Warehouse Traditional Trade Wholesalers Dealers Retailers Modern Trade

Product

Product Portfolio Refreshment beverages- Pepsi, 7 UP, Mirinda and Mountain Dew Tropicana nectars, Tropicana Twister -100 % juice range provides essential nutrition and vitamins. Slice Mangola- Juice Based Drink Diet Pepsi -Product with reduced sugar or calories Gatorade- The worlds leading sports drink Aquafina- Packaged drinking water.

Pepsi Cola Brands

Coca cola
product folio

Product folio
Refreshment beverages- Coca Cola, Sprite, Fanta and Valt. Minute Maid -100 % juice range provides essential nutrition and vitamins. Mazza- Juice Based Drink Diet Coke-Product with reduced sugar or calories Powerade- The worlds leading sports drink Kinley- Packaged drinking water.

Coke v/s Pepsi

The main dark cola drink of the company which started the rivalry between these companies.

Pepsi version of dark cola which is the major primary competitor to Coke.

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh.

Slice is a line of fruit-flavored soft drinks

Sprite is a clear, lemon-lime flavored, non-caffeinated soft drink, produced by the Coca-Cola Company.

7 Up is a brand of a lemonlime flavored soft drink.

Minute Maid is a product line of beverages, usually associated with orange juice

Tropicana , which is one of the world's largest producers and marketers of orange juice

Diet Coke or Diet Coca-Cola is a sugar-free soft drink produced and distributed by The Coca-Cola Company. It was introduced in the United States in July 1982.

Diet Pepsi is a lowcalorie carbonated cola. It was introduced in 1964 as a variant of PepsiCola with no sugar

Fanta is a soft drink brand owned by The Coca-Cola Company.

Mirinda is a brand of soft drink. Mirinda is owned by PepsiCo .

What does this Drinks consist of

The major ingredient in a soft drink is water. It constitutes close to 90% of the soft drink content. Added to this, the drink also contains sweeteners, Carbon dioxide, Citric Acid/Malic acid, Colors, Preservatives, Anti Oxidants and other emulsifying agents, etc