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Brand Extension for Bisleri:

Project presented by:

Sandesh Ranka Shashank Rathi Rai manipat ray Darshan Sanghvi Ankit Shah Navneet kaur Pratik D Soni Abhijeet Thakr Anand Vyas Vijay Shankar yadav

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Bisleri International Pvt Ltd:


Italian company created by Signor Felice Bisleri started in the year 1965. Parle bought over Bisleri (India) Ltd. in 1969. Since 1995 Mr. Ramesh J. Chauhan has started expanding bisleris operations. The Company is solely into Packed Drinking Water.

Product Line

Glass: 250 ml Pet Bottle: 250 ml, 500 ml, 1 lt, 1.5 lt,2 lt. Pet Jars: 5 lt, 20 lt VEDICA: 500 ml & 1 lt.

Market Share:

Over 60% Market share in the Bottled water Market

New Product launch:

Why g fit ( Isotonic sports drink )???

Dehydration: Sweating is the way in which the body maintains its core temperature at 37* C

Whats wrong with water: Drinking plain water causes bloating, suppresses thirst and thus further drinking.
Hydration: g-Fit quickly replaces fluids lost by sweating and supplies a boost of carbohydrate & replenishes Sodium, Potassium, Calcium, Magnesium, Chloride.

Product Flavours & Sizes Available:


Flavours:

Size Available: 300 ml @ Rs. 18 500 ml @ Rs. 29 750 ml @ Rs. 42

Original (Regular) Fresh Lime Refreshing Orange Cool Melon Berry Blue Mint Fresh

Market Condition.

Heinz Glucon D Dabar Glucose Wipro Gluco Vita Gatorade Red Bull Cloud 9 Others

Indian Energy drink market is valued at Rs. 700 Cr & is Expected to reach Rs. 1000 Cr by 2011. The Year on year growth of energy drinks is around 30%.

STP (Segmentation, target & Positioning)

Segmentation: Demographic Segmentation with age group of 15-35 years of age (Both Males & Females).

Target Market: Teenager, College Students, Health Conscious People, Working Class people, Athletes, sports person & Adventure Sports.
Positioning: Instant Hydration & Energizing Drink that Replenishes & Energizes the Body with carbohydrates & Minerals.

SWOT Analysis
Strength
Trusted & Generic Brand Strong Distribution & Mfg System Available in Different Sizes Instant Energizer & hydrator Ready to Drink Concentrate.

Weakness
Lack of Consumer awareness Costlier than Powder. Its still an Upcoming & developing market Low Demand in tier 2 & tier 3 cities. Considered as an Artificial/preservativ e based product.

Opportunity
Good Market Potential Upcoming Sector in the Noncarbonated drink Segment Not Many Players in the market Increasing Awareness about health Targets the Youth

Threat
Established & Strong Players Conventional methods of Hydration still prevalent Powders are way more cheaper than ready to drink Product. Caffeine based drinks.

Marketing Strategy:
Tearser: Tv & Outdoor. Brand Ambassador: Mahendra Singh Dhoni Launch:
Press Conference. Launch Pad: Official Drink partner Delhi CWG 2010

ATL & BTL Marketing


1.

ATL T.V Commercial (Sports Channel, Discovery, Nat Geo, Animal Planet, TLC etc) Outdoor Advertising (Hoardings, Billboards etc) Print Media (News paper, Mumbai mirror, BT, HT Caf, Dna, Magazines.) Radio (Hosting/Sponsoring radio Shows) BTL POD at Retail Outlets & Supermarkets Gymnasium, Sports Club, Fitness centre. College campus Corporate Office areas.

2.

Distribution & sales Network

Manufacturer Distributor of state (Warehouse / Stockiest) Local/Territory Distributor Retailers.( Grocery store, Super market, malls, Medical Shops.)

Conclusion

Bibliography

www.bisleri.com www.scribd.com www.heinz.com www.wikipedia.com www.brianmac.co.uk/drinks.htm Various Articles sourced from the Internet

THANK You!!!

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