2. Introduction Bisleri was originally an Italian company created by FeliceBisleri. 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’. Reinventing Bisleri By Pinaki Basu
3. Cont..... Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. In 1995 Ramesh J. Chauhan started expanding Bisleri operations. Reinventing Bisleri By Pinaki Basu
4. History 1971: Parle Bisleri's Bisleri brand was launched. Early 1990s: The branded mineral water industry was worth Rs 3 billion. 1992: Around 95 million litres of mineral water was produced in India. Reinventing Bisleri By Pinaki Basu
5. Cont... After 1993: Several new brands were launched. Late 1990s: Many international brands were planning to enter Indian Market. Reinventing Bisleri By Pinaki Basu
6.
7. Cont... It is available in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Reinventing Bisleri By Pinaki Basu
22. Area Of Concern Bisleri tried to make purification and quality as their USP. They used tamper proof seal, to make it safe. But this idea didn’t work as it was common to other brands. New competitors decreased its market share. Reinventing Bisleri By Pinaki Basu
23. Cont... New competitors had an edge over Bisleri in distribution channel. Kinley had 500,000 outlets compared to Bisleri's350,000 Quality of the bottles wasn't consistent. Reinventing Bisleri By Pinaki Basu
24. Cont... Different shapes of bottles increased labelling time. New competitors invested hugely in advertisements and promotions. Reinventing Bisleri By Pinaki Basu
25. Alternative Actions By Company Promoted their tamper proof seals as a “Break Away Seal”. To reinforce the message that Bisleri was "pure and safe." Launched “Alaska Neck” bottles- used less plastic – cost saving. Reinventing Bisleri By Pinaki Basu
26. Cont... Penetrated every possible segment of the market by introducing more pack sizes. Reinventing Bisleri By Pinaki Basu
27. Cont... Focused and invested more on advertisements. Reinventing Bisleri By Pinaki Basu
28. Cont... Planned to target the soft drinks market. Reportedly focused on the bulk segment. Changed it’s base colour from “Blue” to “Aqua Green” which helped it stand out in a sea of almost-uniformly blue-toned bottles of water. Reinventing Bisleri By Pinaki Basu
29. Cont... FROM "PURE AND SAFE" TO "PLAY SAFE" Convey a social message: “Young people need to make sure they are safe even when they are having fun.” Reinventing Bisleri By Pinaki Basu
30. Targeting malls, multiplexes, five-star hotels and premium restaurants to stock the variant. Target customer -- affluent, urban and health conscious. Cont... Reinventing Bisleri By Pinaki Basu
31. Cont... Introduced a new variant i.eNatural Mountain Water. Announced its plans to launch the brand in the US -- a huge market for designer waters. Reinventing Bisleri By Pinaki Basu
32. Cont... Invested in: -setting up two new plants in Uttaranchal and Himachal Pradesh -infrastructure development -widening the distribution network. Reinventing Bisleri By Pinaki Basu
33. Cont... Bisleri is setting up 25 new bottling plants across India. Invested US$ 10 million for setting up these new bottling plants in Maharashtra, Kerala, Jammu & Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand and north Bengal. Reinventing Bisleri By Pinaki Basu
34. Bisleri Today Bisleri recently introduced BisleriNatural Mountain Water Recently introduced “Fizzy Soda”. Reinventing Bisleri By Pinaki Basu
35. Cont... At present, the company has 52 bottling plants across India. Bisleri has a 60% market share in the bottle mineral water segment. It also plans to launch: -branded ice -flavoured vitamin-enriched water . Reinventing Bisleri By Pinaki Basu
36. Suggestions The promotions should target all the age groups and not just the youth. Should increase their distribution channel and franchisee. Brand extension to brand proliferation. Reinventing Bisleri By Pinaki Basu
41. Question 1. AnalyseBisleri's strategy of shifting its positioning in the late 1990s. Do you think bisleri's new positioning will help it achieve ambitious targets? Reinventing Bisleri By Pinaki Basu
42. Answer As product differentiation on the basis of quality became increasingly difficult, with each company claiming that its brand was safe and pure, companies began to use packaging to differentiate their products. Bisleri introduced a tamper proof seal. Analysts felt that Kinley and Aquafina had an edge over Bisleri because of their strong distribution network. Reinventing Bisleri By Pinaki Basu
43. Cont... In the late 1990s, Parle Bisleri launched an ad campaign to create a distinct brand image- ‘There is just one Bisleri.’ In place of the round ringed bottles, Bisleri would be available in hexagonal flat-sleeved bottles. The new pack is trendy and has been well accepted by the consumers. Reinventing Bisleri By Pinaki Basu
44. Cont... In September 2000, Bisleri launched its Play Safe ad campaign. The campaign targeted the youth and hoped to convey a social message: young people need to make sure they are safe even when they are having fun. The ad campaign saw a shift in positioning from "pure and safe" to "play safe." Reinventing Bisleri By Pinaki Basu
45. Question 2. What is the market segmentation in branded water? How is the industry shaping? Reinventing Bisleri By Pinaki Basu
46. Answer The market was segmented into premium, popular and bulk segments. Reinventing Bisleri By Pinaki Basu
48. Question 3. With Pepsi and Coca-Cola entering the branded water market do you think competition will intensify in this market and that water wars will replace cola wars? Where do you think Bisleri stands in this market? Reinventing Bisleri By Pinaki Basu
49. Answer Bisleri had almost a monopoly in Branded Water market in India in 70s and 80s. When Pepsi and Coca Cola entered Indian branded water market it posed a threat to Bisleri. They captured a large market share of Bisleri. Bisleri had to change its strategies. Reinventing Bisleri By Pinaki Basu
50. Cont... Now Bisleri again regained its market share. But still Pepsi’s Aquafina and Coca Cola’s Kinley poses a threat to Bisleri. Though the market of packaged water is growing day by day but still it will take a long time to be at par with that of Soft Drink market. Reinventing Bisleri By Pinaki Basu
