SlideShare uma empresa Scribd logo
1 de 39
Baixar para ler offline
Amity Business School




Advance Sales Management
         Project
           on
Introduction               Amity Business School



• Packaged drinking water ensures safe, clean, potable water for
  human consumption.

• Bottled water represents the fastest growing segment of the
  global beverage market with a market share of around 38%.

• World bottled water market is expected to reach $65.9bn by
  2012, stimulated by rising population.

• The market is expected to grow rapidly in the coming years
  due to growing consumer concerns about fitness, water quality
  and health.
Growth Reasons               Amity Business School




–              Higher Disposable Income
                   Affordable Price




Increased On The                             Importance of Hygiene
Go Behaviour




                     Increased Avalability
Major Players In
         Packaged Water Industry Business School
                               Amity




 Parle's Bisleri

 Coca Cola Kinley

 PepsiCo Aqua Fina

 Manikchand Oxyrich

 Parle Agro Bailley

 Rail Neer

 Himalaya
Introduction to Bisleri           Amity Business School


• A Italian origin company by Signor Felice who first bought
  the idea of selling bottle water in india.

• Mineral water under the name Bisleri was first introduced in
  Mumbai in glass bottles in two varieties – bubbly & still in
  1965.

• Parle bought over Bisleri in India In 1969.

• Currently 54 bottling plants , 9 plants are company owned &
  rest are franchisee or contract packers.
Amity Business School




• Company put through multiple stages of purification,
ozonised & finally packed for consumption.

• Company commitment to offer every Indian pure & clean
drinking water from office desk to home kitchen

• The company is growing at rate of 36% & is targeting a
growth rate of 40% by 2012.
Amity Business School
• Bisleri Today
   The consumer today enjoys the sweet and pure taste of Bisleri mineral
  water. However in an effort to offer something special to its loyal
  consumers it has recently introduced Bisleri Natural Mountain Water -
  water brought to you from the foothills of the mountains situated in
  Himachal Pradesh. This newly launched offering has widened its
  product range to two variants: Bisleri with added minerals and Bisleri
  Mountain Water.

  Bisleri’s Vision
   Its vision is to be the dominant player in the branded water business
  where the second player is less than 20% of its business.

  Mission Statement
   “To provide the highest quality product, keeping in mind all aspect
  including freshness purity and safety and making it easy available to the
Product Variations   Amity Business School
Promotion
                                                  Amity Business School

• Print-and-TV campaign
   – PLAY SAFE
   – The Sweet taste of Purity
   – Bisleri The Mountain Water
   – Bisleri bottle falling from mountain

• Safety feature - tamper proof seals.

• Weakness of conventionally sealed bottles -"breakaway"
  seal

• Shelf space at retail stores.
Segmentation                Amity Business School


• The branding and segmentation of Bisleri is very strong as it
  cover household to big hotels.

• Geographic
    City Size: Mostly Major Cities & Sub Metros
    Climate:Hot & Humid

• Psychographic
    Lifestyle:Travel Freak
    Personality:Health Conscious

• Demographic
    Family Size: Mostly Individual & also Families
    Corporate
Targeting                    Amity Business School


• To target the customer Bisleri launched different product line with
  different prices and different size of bottles.

• Price of the Bottle is such that can be affordable to the all segments

• Company planning to target more towards lower segment with the
  introduction of small pet glasses.
Different target segmentsAmity Business School




                Retail


  Bisleri


                Bulk
Market Segments                        Amity Business School




SEGMENT    COMPANY         BRAND     PACKS              PRICE (Rs)

Popular                              250 ml             3

                                     500 ml             5
           Parle Bisleri   Bisleri


                                     1 litre            10



Bulk       Parle Bisleri   Bisleri   5 litres           25

           Parle Bisleri   Bisleri   20 litres          60
Positioning         Amity Business School




• Bislere position their product on the purity
  platform
• Launch an ad campaign Pure And Safe
• Sept 2000 shift in positioning from Pure
  and safe to Play safe
• People consume mineral water not for
  mineral but for safety said by chauhan
Positioning
                                       Amity Business School


• Where is the Product in the
  Customer’s Mind
                          Mineral
                          Water
                          BISLERI

              Bisleri

              Aquafina         Brain Cells
              Kinley

              Oxyrich

              Himalaya

              Brilliant
              Best
SWOT Analysis                                 Amity Business School

                    STRENGHTS                                             WEAKNESSES
Nearly 60% share in market..                          Highly priced products.
Well established distribution channel.                High costs of production.
Initiaters advantage.                                 Distributers reluctant to change.
Brand recognisation.                                  Awareness-The customer are not aware of the 7
Only company in 1.5ltr segment.                       stage purifying process of Bisleri and the added
Best quality product accepted.                        minerals which are available.
Number Of Variants- Bisleri is available in a large
number of variants which makes it consumer friendly
as per their requirement.



                  OPPORTUNITIES                                               THREATS
Growing Indian packaged drinking water market.        Nearly 200 brands in this sector.
Expected to cross 1100 crore mark.                    Many new players entering market.
Scarcity-The metropolitans and big cities have a      Competitors ability to invest. Eg-Pepsi and coke.
scarcity of pure drinking water which Bisleri can      Price sensitive customer-People focus more on low
cater.                                                 price.
Increase in production.                               Increasing Duplicity-The duplicity in the market is
                                                       rising inspiteof steps taken by the management.
Porter's 5 Forces
                    Amity Business School
Amity Business School



• Bargaining Power of Suppliers
    Increase in the cost of Raw Material (cap cost , labeling cost, bottle cost,
     carton cost)
    Suppliers supply raw material to local players
    As plastic bottle banned another substitute will be glass bottle

• Threat of Substitutes
    Substitute are Fruit Juices, Health Drinks ,Soft Drinks
    Juices like Real , Slice Mangola , Priya gold Treat, Coca Cola
Amity Business School

• Intensity of Rivalry Firms
    Local brands are major contributing 80% of market share
    Around 200 registered brands in India

• Bargaining Power of Buyers
    Local brands are available in the market in the cheap price
    Buyers have choice from wide variety of suppliers
    Demand is more in the market but branded suppliers is less compare to
     local suppliers

• Barriers to Entry / New Product
    New entrants in the market like Amul “Narmada Neer”
    Market is growing which attracts new entrants
Competitors Analysis Amity Business School
• The company has maintained its position over the years and still
  remains a market leader with a market share of 38.5% whereas
  Kinley has a market share of 21% only and Aquafina covers only
  14%

• Kinley has a cost price of manufacturing a bottle up to Rs 12.25 and
  it sells the bottles for Rs. 14/15 which gives it a profit margin of Rs
  1.75/2.75. Whereas, Bisleri has a profit margin of Rs 2 as its cost
  price is Rs 10 and the selling price is Rs 12. Aquafina on the other
  hand earns a profit margin of Rs 2 with cost price as Rs 8 and selling
  price as Rs 10.

• Bisleri has total 55 plants, while competitors Kinley having 16
  plants and Aquafina with 11 plants.
Market Potential                 Amity Business School

•   Market potential of Bisleri :
   The number of customers purchasing the product.
   Amount purchased.
   Frequency of purchase.

    Market Potential = (how many * how much * how often)

• Though there are large number of manufacturers yet there exists a
  wide gap between demand and supply.

•  A number of units can be set up in North Eastern Region to meet
  the local demand in institutions, hotels, restaurants, offices, tourist
• and household.
Market Sizing Strategies
                                                         Amity Business School




• Bisleri uses competitor price strategy to get the market. As Bisleri has the
  first mover advantage and the market is full of competition so they decide to
  increase the advertising expenses for ad campaign.



• The present strategy of Bisleri involves targeting the bulk water segment,
  pricing competitively, strengthen distribution, innovate on packaging and
  product line extension.
Amity Business School

•   Bottom Up Approach
   Knowing customers profile.
   How much & how often they purchase Bisleri?
   How many potential customers do you have in the market based on
    your customer profiles? How can you reach them?

• Cluster Analysis
 Bisleri identifies key segments in the population that are more likely
  to purchase their products than the average consumers. Knowing in
  which clusters people reside provides a reasonable means of
  understanding and predicting how they will behave
 Understanding which clusters are more likely than others to
  purchase allows better targeting
Sales Force Management                 Amity Business School


• The distributor employs their own salesmen. The
  salesmen are divided among the territories defined by
  the distributor.
• The distributor has 5 routes. Out of the 5 routes, one is
  the main route and the other four are sub routes. The
  salesmen are divided amongst these routes. This helps
  in avoiding horizontal conflict and leads to better focus
  and evaluation of sales performance of the salesmen.
• The company sales person makes a visit once every
  month. Rest of the month every communication
  regarding stock replenishment, etc. takes place over
  phone. The person of the company whom the
  distributors communicate with is the Sales Executive.
• At times the company deploys its own men to do the
  distribution job for the Distributor also
Recruitment           Amity Business School




• The distributor has set certain criteria for
  the selection of salesmen
  i.   The candidate must be at least a high school
       pass.
  ii. The candidate must have knowledge of local
       language.
  iii. Candidates with prior relevant work
       experience are preferred.
  iv. The candidate if from the territory itself is
       preferred.
Amity Business School



  Incentives for the salesmen
• A basic salary of around Rs 2500 to Rs 3500 is given
  irrespective of the performance of the salesman.
• No incentives are given to the salesmen for distributing
  Bisleri as no such support is received from the company.
• No targets are also fixed for the salesmen as company
  does not give them any target. The entire distribution
  runs on the general demand of the market i.e. on the
  market pull only.
Distribution Levels              Amity Business School

•    Bisleri has a very strong distribution network, which makes it reach out
    to almost all the region in the country, company has about 350000
    outlets across the country.

• The Bisleri uses three level of distribution channel as it consists of
  wholesalers, dealers and retail shops.

• Bisleri has 52 bottling plants across India and works on its dual-
  distribution strategy to gain competitive advantage.

• On a national level, there are 2,000 trucks on call for Bisleri, while the
  number of trucks averages 300 and 250 in the Mumbai and Delhi market
  alone.
Amity Business School




• Everyday, nearly 5,000 delivery vans drive out of these 52
  strategically located Bisleri bottling plants carrying over 1 million
  units of pure, sweet drinking water to replenish the stocks of 2,500
  distributors and nearly 600,000 retail outlets

• Through distributors it also goes to the institutional buyers or orders
  over internet.

• The company has used its own fleet of about 2000 trucks to manage
  the distribution network.
Diversity in channel
                  Amity Business School
Distribution Chhanel        Amity Business School

                 MANUFACTURING PLANT




                   COMPANY WAREHOUSE       INSTITUTIONAL
                                        BUYERS/ORDERS OVER
                                             INTERNET



TRUCKS

                       DISTRIBUTORS        INSTITUTIONAL
                                       BUYERS/SEASONAL PARTY
                                              ORDERS
 SELLING
 ROUTE
 SELLING
 ROUTE




                       RETAILERS




                       CUSTOMERS
Price Margins for the                                           Amity Business School


                           products
• Based on the primary data from the distributor; following
  are the margins which the distributor gets from the
     company for various capacities:
Capacity (Liters)          Cost Price (Rs)/Crate   Selling Price (Rs)/Crate   Margin (Rs)   Schemes to Retailers

½ Liter (24pc per crate)   158                     168                        10            3 bottles of 500ml are
                                                                                            given free to retailers

1 (12pc per crate)         114                     124                        10            3   and     sometimes     4
                                                                                            bottles of 1l are given
                                                                                            free to retailers


2 (9pc per crate)          148                     158                        6             2 bottles of 2 l are given
                                                                                            free

20                         54                      58                         4             Two MRP, Rs 60 & Rs 70,
                                                                                            for both Retailer pays
                                                                                            the same.
Core Competency                  Amity Business School




• The brand of Bisleri itself is the core competency for
  Bisleri.
• The seal of Bisleri bottles help the consumers clear their
  doubts on the purity of water.
• Bisleri has a very strong distribution network, which
  makes it reach out to almost all the region in the country.
Amity Business School


 TRADE PROMOTION TOOLS
• Price –off (off- invoice)
       A straight discount off the list price on each case
  purchased during a stated time period.
• Sales contests
  It aims at inducing the sales force or dealers to increases
  their sales results over stated period with prizes going to
  those who succeed.
• Specialty advertising
   This type of advertising consist of useful, low-cost items
  bearing the company’s name or brand name with their
  contact number this items are ball- pens , calendars,
  memo pads, which are used by dealers and sales people
  very often.
Amity Business School




SURVEY
Amity Business School




When you talk of packaged drinking water, what brands
come to your mind?




                      5%                       Bisleri
                15%
                                    35%        Aquafina
                                               Kingfisher
          25%                                  Kinley
                           20%                 Others
Amity Business School

Which brand of packaged drinking water are most
asked/wanted by customers ?

1)Bisleri 2)Aquafina 3)Kingfisher 4)Kinley 5)Others




                     4.50%   10.50%
                                           Aquafina
               25%                         Bisleri
                                           Kingfisher
                             50%
                                           Kinley
         10%                               others
Amity Business School

How much is your monthly sale of various brands?




                      2.00%
                                                    Bisleri
                20%
                                                    Aquafina
        8%
                                 60%                Kingfisher
                                                    Kinley
          10%                                       Others
Amity Business School
Are you satisfied with the current margin that Bisleri offers you?
a)Yes            b)No




                                                yes
                                                no
• When you talk of mineral water,Amity Business School
                                  what
  brands come to your mind?




                5%                      Bisleri
        15%
                              35%       Aquafina
                                        Kingfisher
    25%                                 Kinley
                     20%                Others

Mais conteúdo relacionado

Mais procurados

Marketing project on KINLEY water bottle
Marketing project on KINLEY water bottleMarketing project on KINLEY water bottle
Marketing project on KINLEY water bottleSiddhartha Ghose
 
Reinventing bisleri
Reinventing bisleriReinventing bisleri
Reinventing bisleriManhar Singh
 
Bisleri marketing management
Bisleri  marketing managementBisleri  marketing management
Bisleri marketing managementtanveerahmed336
 
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
 
A presentation on bisleri
A presentation on bisleriA presentation on bisleri
A presentation on bisleriDebajit Ghosh
 
Britannia case study | Business Model
Britannia case study | Business ModelBritannia case study | Business Model
Britannia case study | Business ModelIshan Dwivedi
 
Case Study of Subhiksha
Case Study of SubhikshaCase Study of Subhiksha
Case Study of SubhikshaAnunay Anand
 
Brand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy MilkBrand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy MilkRahul Chanda
 
Unethical practices done by coca cola company
Unethical practices done by coca cola companyUnethical practices done by coca cola company
Unethical practices done by coca cola companyRavichandra Devadiga
 
Paperboat PPT
Paperboat PPTPaperboat PPT
Paperboat PPTAnkit Sha
 
A Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULA Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULRAJAT GARG
 
Ariel vs Surf excel Brand comparison.
Ariel vs Surf excel Brand comparison. Ariel vs Surf excel Brand comparison.
Ariel vs Surf excel Brand comparison. Sagar Srivastava
 
Bisleri pop- A Failure Product
Bisleri pop- A Failure ProductBisleri pop- A Failure Product
Bisleri pop- A Failure ProductArpal Dagade
 
Bisleri Visit Project.doc
Bisleri Visit Project.docBisleri Visit Project.doc
Bisleri Visit Project.docDivya Tibrewal
 
HUL Distribution Model
HUL Distribution ModelHUL Distribution Model
HUL Distribution ModelAnurag Gupta
 
Supply chain management of hindustan unilever limited
Supply chain management of hindustan unilever limitedSupply chain management of hindustan unilever limited
Supply chain management of hindustan unilever limitedanujtoma
 

Mais procurados (20)

Bisleri
BisleriBisleri
Bisleri
 
Marketing project on KINLEY water bottle
Marketing project on KINLEY water bottleMarketing project on KINLEY water bottle
Marketing project on KINLEY water bottle
 
Reinventing bisleri
Reinventing bisleriReinventing bisleri
Reinventing bisleri
 
Bisleri
BisleriBisleri
Bisleri
 
Bisleri marketing management
Bisleri  marketing managementBisleri  marketing management
Bisleri marketing management
 
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.
 
A presentation on bisleri
A presentation on bisleriA presentation on bisleri
A presentation on bisleri
 
Britannia case study | Business Model
Britannia case study | Business ModelBritannia case study | Business Model
Britannia case study | Business Model
 
Case Study of Subhiksha
Case Study of SubhikshaCase Study of Subhiksha
Case Study of Subhiksha
 
Brand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy MilkBrand Analysis of Cadbury Dairy Milk
Brand Analysis of Cadbury Dairy Milk
 
Unethical practices done by coca cola company
Unethical practices done by coca cola companyUnethical practices done by coca cola company
Unethical practices done by coca cola company
 
Paperboat PPT
Paperboat PPTPaperboat PPT
Paperboat PPT
 
Balaji presentation
Balaji presentationBalaji presentation
Balaji presentation
 
A Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULA Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMUL
 
Ariel vs Surf excel Brand comparison.
Ariel vs Surf excel Brand comparison. Ariel vs Surf excel Brand comparison.
Ariel vs Surf excel Brand comparison.
 
Bisleri pop- A Failure Product
Bisleri pop- A Failure ProductBisleri pop- A Failure Product
Bisleri pop- A Failure Product
 
Lenskart
LenskartLenskart
Lenskart
 
Bisleri Visit Project.doc
Bisleri Visit Project.docBisleri Visit Project.doc
Bisleri Visit Project.doc
 
HUL Distribution Model
HUL Distribution ModelHUL Distribution Model
HUL Distribution Model
 
Supply chain management of hindustan unilever limited
Supply chain management of hindustan unilever limitedSupply chain management of hindustan unilever limited
Supply chain management of hindustan unilever limited
 

Semelhante a Bislery an analysis

724399 634280070794616250
724399 634280070794616250724399 634280070794616250
724399 634280070794616250PRABHAT SHUKLA
 
Channel Management example
Channel Management exampleChannel Management example
Channel Management examplesandeep_srinu
 
bisleri marketing strategy ASSIGNMENT_22BC011.pptx
bisleri marketing strategy ASSIGNMENT_22BC011.pptxbisleri marketing strategy ASSIGNMENT_22BC011.pptx
bisleri marketing strategy ASSIGNMENT_22BC011.pptxSRISTEEROCHAK
 
Principles of Marketing- Project Product
Principles of Marketing- Project ProductPrinciples of Marketing- Project Product
Principles of Marketing- Project ProductKanika Saxena
 
Cadbury’s operations in India.
Cadbury’s operations in India.Cadbury’s operations in India.
Cadbury’s operations in India.AJ Raina
 
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIA
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIACountry report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIA
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIAsiva prasad
 
Bisleri Final...
Bisleri Final...Bisleri Final...
Bisleri Final...Neel Pandya
 
Product life cycle
Product life cycleProduct life cycle
Product life cyclecitiizen
 
Parle Bisleri Journey of Market Leader
Parle Bisleri Journey of Market LeaderParle Bisleri Journey of Market Leader
Parle Bisleri Journey of Market LeaderMihir Upadhyay
 
Industrial Presentation
Industrial PresentationIndustrial Presentation
Industrial PresentationRitesh Abrol
 
Brand presentation - Himalaya Herbals
Brand presentation - Himalaya HerbalsBrand presentation - Himalaya Herbals
Brand presentation - Himalaya HerbalsRupanjali Lahiri
 
Building the ice cream business in india(1)
Building the ice cream business in india(1)Building the ice cream business in india(1)
Building the ice cream business in india(1)Rajarshi Mitra
 

Semelhante a Bislery an analysis (20)

724399 634280070794616250
724399 634280070794616250724399 634280070794616250
724399 634280070794616250
 
Bisleri
BisleriBisleri
Bisleri
 
Channel Management example
Channel Management exampleChannel Management example
Channel Management example
 
bisleri marketing strategy ASSIGNMENT_22BC011.pptx
bisleri marketing strategy ASSIGNMENT_22BC011.pptxbisleri marketing strategy ASSIGNMENT_22BC011.pptx
bisleri marketing strategy ASSIGNMENT_22BC011.pptx
 
Principles of Marketing- Project Product
Principles of Marketing- Project ProductPrinciples of Marketing- Project Product
Principles of Marketing- Project Product
 
Bisleri
BisleriBisleri
Bisleri
 
Cadbury’s operations in India.
Cadbury’s operations in India.Cadbury’s operations in India.
Cadbury’s operations in India.
 
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIA
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIACountry report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIA
Country report on EVIAN in the UNITED KINGDOM vs BISLERI in INDIA
 
Bisleri Final...
Bisleri Final...Bisleri Final...
Bisleri Final...
 
Product life cycle
Product life cycleProduct life cycle
Product life cycle
 
Parle Bisleri Journey of Market Leader
Parle Bisleri Journey of Market LeaderParle Bisleri Journey of Market Leader
Parle Bisleri Journey of Market Leader
 
Industrial Presentation
Industrial PresentationIndustrial Presentation
Industrial Presentation
 
Brand presentation - Himalaya Herbals
Brand presentation - Himalaya HerbalsBrand presentation - Himalaya Herbals
Brand presentation - Himalaya Herbals
 
Brand presentation - Himalaya Herbals
Brand presentation - Himalaya HerbalsBrand presentation - Himalaya Herbals
Brand presentation - Himalaya Herbals
 
Building the ice cream business in india(1)
Building the ice cream business in india(1)Building the ice cream business in india(1)
Building the ice cream business in india(1)
 
Case study final
Case  study final Case  study final
Case study final
 
Beesline ppt
Beesline pptBeesline ppt
Beesline ppt
 
Wip ppt of coca cola
Wip ppt of coca colaWip ppt of coca cola
Wip ppt of coca cola
 
X20
X20X20
X20
 
X20 final
X20 finalX20 final
X20 final
 

Último

Al Taj Al Malaki Company Profile -------
Al Taj Al Malaki Company Profile -------Al Taj Al Malaki Company Profile -------
Al Taj Al Malaki Company Profile -------ThanzirNazer
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Company Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfCompany Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfRobertPhillips265023
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshopP&CO
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Human Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and AppraisalHuman Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and Appraisalgomezdominic3
 

Último (20)

Al Taj Al Malaki Company Profile -------
Al Taj Al Malaki Company Profile -------Al Taj Al Malaki Company Profile -------
Al Taj Al Malaki Company Profile -------
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Company Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdfCompany Profile and SWOT Analysis Product List.pdf
Company Profile and SWOT Analysis Product List.pdf
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshop
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Human Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and AppraisalHuman Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and Appraisal
 

Bislery an analysis

  • 1. Amity Business School Advance Sales Management Project on
  • 2. Introduction Amity Business School • Packaged drinking water ensures safe, clean, potable water for human consumption. • Bottled water represents the fastest growing segment of the global beverage market with a market share of around 38%. • World bottled water market is expected to reach $65.9bn by 2012, stimulated by rising population. • The market is expected to grow rapidly in the coming years due to growing consumer concerns about fitness, water quality and health.
  • 3. Growth Reasons Amity Business School – Higher Disposable Income Affordable Price Increased On The Importance of Hygiene Go Behaviour Increased Avalability
  • 4. Major Players In Packaged Water Industry Business School Amity  Parle's Bisleri  Coca Cola Kinley  PepsiCo Aqua Fina  Manikchand Oxyrich  Parle Agro Bailley  Rail Neer  Himalaya
  • 5. Introduction to Bisleri Amity Business School • A Italian origin company by Signor Felice who first bought the idea of selling bottle water in india. • Mineral water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965. • Parle bought over Bisleri in India In 1969. • Currently 54 bottling plants , 9 plants are company owned & rest are franchisee or contract packers.
  • 6. Amity Business School • Company put through multiple stages of purification, ozonised & finally packed for consumption. • Company commitment to offer every Indian pure & clean drinking water from office desk to home kitchen • The company is growing at rate of 36% & is targeting a growth rate of 40% by 2012.
  • 7. Amity Business School • Bisleri Today The consumer today enjoys the sweet and pure taste of Bisleri mineral water. However in an effort to offer something special to its loyal consumers it has recently introduced Bisleri Natural Mountain Water - water brought to you from the foothills of the mountains situated in Himachal Pradesh. This newly launched offering has widened its product range to two variants: Bisleri with added minerals and Bisleri Mountain Water. Bisleri’s Vision Its vision is to be the dominant player in the branded water business where the second player is less than 20% of its business. Mission Statement “To provide the highest quality product, keeping in mind all aspect including freshness purity and safety and making it easy available to the
  • 8. Product Variations Amity Business School
  • 9. Promotion Amity Business School • Print-and-TV campaign – PLAY SAFE – The Sweet taste of Purity – Bisleri The Mountain Water – Bisleri bottle falling from mountain • Safety feature - tamper proof seals. • Weakness of conventionally sealed bottles -"breakaway" seal • Shelf space at retail stores.
  • 10. Segmentation Amity Business School • The branding and segmentation of Bisleri is very strong as it cover household to big hotels. • Geographic  City Size: Mostly Major Cities & Sub Metros  Climate:Hot & Humid • Psychographic  Lifestyle:Travel Freak  Personality:Health Conscious • Demographic  Family Size: Mostly Individual & also Families  Corporate
  • 11. Targeting Amity Business School • To target the customer Bisleri launched different product line with different prices and different size of bottles. • Price of the Bottle is such that can be affordable to the all segments • Company planning to target more towards lower segment with the introduction of small pet glasses.
  • 12. Different target segmentsAmity Business School Retail Bisleri Bulk
  • 13. Market Segments Amity Business School SEGMENT COMPANY BRAND PACKS PRICE (Rs) Popular 250 ml 3 500 ml 5 Parle Bisleri Bisleri 1 litre 10 Bulk Parle Bisleri Bisleri 5 litres 25 Parle Bisleri Bisleri 20 litres 60
  • 14. Positioning Amity Business School • Bislere position their product on the purity platform • Launch an ad campaign Pure And Safe • Sept 2000 shift in positioning from Pure and safe to Play safe • People consume mineral water not for mineral but for safety said by chauhan
  • 15. Positioning Amity Business School • Where is the Product in the Customer’s Mind Mineral Water BISLERI Bisleri Aquafina Brain Cells Kinley Oxyrich Himalaya Brilliant Best
  • 16. SWOT Analysis Amity Business School STRENGHTS WEAKNESSES Nearly 60% share in market.. Highly priced products. Well established distribution channel. High costs of production. Initiaters advantage. Distributers reluctant to change. Brand recognisation. Awareness-The customer are not aware of the 7 Only company in 1.5ltr segment. stage purifying process of Bisleri and the added Best quality product accepted. minerals which are available. Number Of Variants- Bisleri is available in a large number of variants which makes it consumer friendly as per their requirement. OPPORTUNITIES THREATS Growing Indian packaged drinking water market. Nearly 200 brands in this sector. Expected to cross 1100 crore mark. Many new players entering market. Scarcity-The metropolitans and big cities have a Competitors ability to invest. Eg-Pepsi and coke. scarcity of pure drinking water which Bisleri can Price sensitive customer-People focus more on low cater. price. Increase in production. Increasing Duplicity-The duplicity in the market is rising inspiteof steps taken by the management.
  • 17. Porter's 5 Forces Amity Business School
  • 18. Amity Business School • Bargaining Power of Suppliers  Increase in the cost of Raw Material (cap cost , labeling cost, bottle cost, carton cost)  Suppliers supply raw material to local players  As plastic bottle banned another substitute will be glass bottle • Threat of Substitutes  Substitute are Fruit Juices, Health Drinks ,Soft Drinks  Juices like Real , Slice Mangola , Priya gold Treat, Coca Cola
  • 19. Amity Business School • Intensity of Rivalry Firms  Local brands are major contributing 80% of market share  Around 200 registered brands in India • Bargaining Power of Buyers  Local brands are available in the market in the cheap price  Buyers have choice from wide variety of suppliers  Demand is more in the market but branded suppliers is less compare to local suppliers • Barriers to Entry / New Product  New entrants in the market like Amul “Narmada Neer”  Market is growing which attracts new entrants
  • 20. Competitors Analysis Amity Business School • The company has maintained its position over the years and still remains a market leader with a market share of 38.5% whereas Kinley has a market share of 21% only and Aquafina covers only 14% • Kinley has a cost price of manufacturing a bottle up to Rs 12.25 and it sells the bottles for Rs. 14/15 which gives it a profit margin of Rs 1.75/2.75. Whereas, Bisleri has a profit margin of Rs 2 as its cost price is Rs 10 and the selling price is Rs 12. Aquafina on the other hand earns a profit margin of Rs 2 with cost price as Rs 8 and selling price as Rs 10. • Bisleri has total 55 plants, while competitors Kinley having 16 plants and Aquafina with 11 plants.
  • 21. Market Potential Amity Business School • Market potential of Bisleri :  The number of customers purchasing the product.  Amount purchased.  Frequency of purchase. Market Potential = (how many * how much * how often) • Though there are large number of manufacturers yet there exists a wide gap between demand and supply. • A number of units can be set up in North Eastern Region to meet the local demand in institutions, hotels, restaurants, offices, tourist • and household.
  • 22. Market Sizing Strategies Amity Business School • Bisleri uses competitor price strategy to get the market. As Bisleri has the first mover advantage and the market is full of competition so they decide to increase the advertising expenses for ad campaign. • The present strategy of Bisleri involves targeting the bulk water segment, pricing competitively, strengthen distribution, innovate on packaging and product line extension.
  • 23. Amity Business School • Bottom Up Approach  Knowing customers profile.  How much & how often they purchase Bisleri?  How many potential customers do you have in the market based on your customer profiles? How can you reach them? • Cluster Analysis  Bisleri identifies key segments in the population that are more likely to purchase their products than the average consumers. Knowing in which clusters people reside provides a reasonable means of understanding and predicting how they will behave  Understanding which clusters are more likely than others to purchase allows better targeting
  • 24. Sales Force Management Amity Business School • The distributor employs their own salesmen. The salesmen are divided among the territories defined by the distributor. • The distributor has 5 routes. Out of the 5 routes, one is the main route and the other four are sub routes. The salesmen are divided amongst these routes. This helps in avoiding horizontal conflict and leads to better focus and evaluation of sales performance of the salesmen. • The company sales person makes a visit once every month. Rest of the month every communication regarding stock replenishment, etc. takes place over phone. The person of the company whom the distributors communicate with is the Sales Executive. • At times the company deploys its own men to do the distribution job for the Distributor also
  • 25. Recruitment Amity Business School • The distributor has set certain criteria for the selection of salesmen i. The candidate must be at least a high school pass. ii. The candidate must have knowledge of local language. iii. Candidates with prior relevant work experience are preferred. iv. The candidate if from the territory itself is preferred.
  • 26. Amity Business School Incentives for the salesmen • A basic salary of around Rs 2500 to Rs 3500 is given irrespective of the performance of the salesman. • No incentives are given to the salesmen for distributing Bisleri as no such support is received from the company. • No targets are also fixed for the salesmen as company does not give them any target. The entire distribution runs on the general demand of the market i.e. on the market pull only.
  • 27. Distribution Levels Amity Business School • Bisleri has a very strong distribution network, which makes it reach out to almost all the region in the country, company has about 350000 outlets across the country. • The Bisleri uses three level of distribution channel as it consists of wholesalers, dealers and retail shops. • Bisleri has 52 bottling plants across India and works on its dual- distribution strategy to gain competitive advantage. • On a national level, there are 2,000 trucks on call for Bisleri, while the number of trucks averages 300 and 250 in the Mumbai and Delhi market alone.
  • 28. Amity Business School • Everyday, nearly 5,000 delivery vans drive out of these 52 strategically located Bisleri bottling plants carrying over 1 million units of pure, sweet drinking water to replenish the stocks of 2,500 distributors and nearly 600,000 retail outlets • Through distributors it also goes to the institutional buyers or orders over internet. • The company has used its own fleet of about 2000 trucks to manage the distribution network.
  • 29. Diversity in channel Amity Business School
  • 30. Distribution Chhanel Amity Business School MANUFACTURING PLANT COMPANY WAREHOUSE INSTITUTIONAL BUYERS/ORDERS OVER INTERNET TRUCKS DISTRIBUTORS INSTITUTIONAL BUYERS/SEASONAL PARTY ORDERS SELLING ROUTE SELLING ROUTE RETAILERS CUSTOMERS
  • 31. Price Margins for the Amity Business School products • Based on the primary data from the distributor; following are the margins which the distributor gets from the company for various capacities: Capacity (Liters) Cost Price (Rs)/Crate Selling Price (Rs)/Crate Margin (Rs) Schemes to Retailers ½ Liter (24pc per crate) 158 168 10 3 bottles of 500ml are given free to retailers 1 (12pc per crate) 114 124 10 3 and sometimes 4 bottles of 1l are given free to retailers 2 (9pc per crate) 148 158 6 2 bottles of 2 l are given free 20 54 58 4 Two MRP, Rs 60 & Rs 70, for both Retailer pays the same.
  • 32. Core Competency Amity Business School • The brand of Bisleri itself is the core competency for Bisleri. • The seal of Bisleri bottles help the consumers clear their doubts on the purity of water. • Bisleri has a very strong distribution network, which makes it reach out to almost all the region in the country.
  • 33. Amity Business School TRADE PROMOTION TOOLS • Price –off (off- invoice) A straight discount off the list price on each case purchased during a stated time period. • Sales contests It aims at inducing the sales force or dealers to increases their sales results over stated period with prizes going to those who succeed. • Specialty advertising This type of advertising consist of useful, low-cost items bearing the company’s name or brand name with their contact number this items are ball- pens , calendars, memo pads, which are used by dealers and sales people very often.
  • 35. Amity Business School When you talk of packaged drinking water, what brands come to your mind? 5% Bisleri 15% 35% Aquafina Kingfisher 25% Kinley 20% Others
  • 36. Amity Business School Which brand of packaged drinking water are most asked/wanted by customers ? 1)Bisleri 2)Aquafina 3)Kingfisher 4)Kinley 5)Others 4.50% 10.50% Aquafina 25% Bisleri Kingfisher 50% Kinley 10% others
  • 37. Amity Business School How much is your monthly sale of various brands? 2.00% Bisleri 20% Aquafina 8% 60% Kingfisher Kinley 10% Others
  • 38. Amity Business School Are you satisfied with the current margin that Bisleri offers you? a)Yes b)No yes no
  • 39. • When you talk of mineral water,Amity Business School what brands come to your mind? 5% Bisleri 15% 35% Aquafina Kingfisher 25% Kinley 20% Others