Bailley Mineral

Water

By -Mihir Zemse

Summery
In this I have describe the journey of the new

product called Bailley (bottled Mineral water )

from Parle Argo.
This case study give us brief description about
Market segmentation, targeting and Positioning.
Here we can understand despite of the strong
competitor called Bisleri, what strategy they have
implement to not only sustain in the market but
grab dominant position in the industry.
Bailey is the brand who grow faster then its
category.

Introduction
In 1993, Bailey mineral bottled water

introduced by Parle Argo company.

Before Bailey company had Frooti and Appy
tetra packed fruit drinks well established in
the market
It helps Bailey to have healthy distribution
system which is already existed because of
Frooti and Appy.

Statistics
80% on total sale mineral water consumed by

Travelers.
Fright cost is 30%-40% on total cost
Almost packaging cost contain 40% on total
cost.
Bailey set up 18 franchisee across India.
Parle argo command 22% market share
against bisleri 40%
Bailey produce 120 Million bottle yearly.
Total Mineral water business worth 500 Crore.

Barriers in the Market

Well established Bisleri brand
Lack of interest to buy bottled water
Limited target Market
Easy availability of Tap water
Traveler carry own water bottle
Strong compilation from Local brands
Establish market in ruler area.

Learning from Competitor

Used identical name to produce awareness
Effective distribution system key to success
Established plant across the country
Competitive freight cost
Established franchisees
Differentiate bottle design
Aggressive marketing strategy

Mineral water consumer

Individual traveler
Foreigner and domestic tourist
Wedding caterers
Institutions
Train, airlines
Parties, conference

Mineral
water distribution
Marketing
Distribution
through and
Franchisee

Reached remote Area

Used Unorthodox distribution network
No mass media advertising
Educating consumer on use of hygienic water
Participating in corporate events
Associated with Taj hotels and Jet Airways.