Case Study of Mineral Water

Bailley V/s Bisleri

Parle Agro Company

Establishment

V/s
Parle Agro is an Indian private limited company that owns several popular brands including Frooti, Appy, LMN, Hippo and Bailley. Parle Agro commenced operations in 1984. It started with beverages, and later diversified into bottled water (1993) It is the first water brand to be issued an ISI certification. The first to launch special four-sided 200ml bottles catering to premium airlines like Jet Airways and British Airways. Considering the fact that the water segment is growing at a staggering rate of 40%, the future is clearly Bailley

Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drinking water in India Bisleri was originally an Italian company created by Felice Bisleri, who first brought the idea of selling bottled water in India. 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.

Study the case and identify major issues related to studying competition, as Parle Agro did.
High Popularity of Bisleri
Less awareness of Packed water Bottle

Avg. Income people could not afford to buy hygiene water from the market-Purchasing power

Low priority for people to buy drinking water when out side

 Small size of local market. Less scope of establishment of his own brand. Huge investment in Infrastructure.

Weaknesses of Bisleri
Cost Management Logistic Management Focused group Problems in supply chain management Product Design & Packaging Lack of marketing in rural area

How do Consumer Shop For Mineral Water ?

Theatres / cinema halls/ multiplexes Corporate Caterers Picnic spots, Clubs, Gymkhanas Hotels Resorts In-flight kitchens College canteens General Stores etc.

Profile of a mineral water consumers

Consumer are growing more of health and fitness consciousness. Brand loyalty is very low as all the product taste is same so they can buy just any product which is on shelf. Availability in the chilled form and brand awareness play a crucial role in purchase decision More Consumers are from age group of 25-35 and they are educated. Consumer are attracted by the benefits of easy accessibility , purity and hygiene.

Implications for its Distribution

Increase no. of franchisee help him to penetrate the market quickly. Differentiate bailey in terms of bottle design. Introducing small size pack(target market through pack of 500ml & 330ml). Tied up with various long distance bus operators and give small incentives to bus operators & conductors to push the brand. Targets on Various restaurant and DHABAS Such as on Mumbaipune & nasik-pune route. Give Franchisees near the market.

water everywhere But just a little that is clean

Water

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