2. Water is a key to social equity to environmental
stability and to cultural diversity. Water is also firmly
linked with health. Pure and safe drinking water has
always been a necessity.
Necessities of Packaged Mineral Water
• Quality Water for health conscious people
• Easily Assessable - Improper water supply

4. • Started by “Signor Felice Bisleri” an Italian
entrepreneur in the year 1965.
• First company to start packaged drinking water in
India. In 1967 Bisleri set up a plant in Mumbai.
• 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’.
• Bisleri was synonymous with branded water
market in early 1990s.

5. • Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.
• In 1995 Ramesh J. Chauhan started expanding
Bisleri operations.
• In 2003 Bisleri announced its venture to Europe.
• After that Ramesh J. Chauhan sold his stake to
Wakharikar & Sons,but all operations are under
Ramesh J.Chauhan.

6. • At present the bottled water industry is estimated at about Rs.
8,000 crores in India.
• The estimated industry size touch the Rs 10,000 crore mark in
the 2012-13 fiscal.
• The industry which is growing at the rate 19% p.a.
• Estimated to grow around Rs. 15,000 crores by 2015
• The global bottled water market, which saw an increase of 40-
45% over the past five years, is currently valued at close to
US$ 85-90 billion (Source: www.economictimes.com)

7. • Coca Cola Kinley
• PepsiCo Aqua Fina
• Manikchand Oxyrich
• Parle Agro Bailley
• Tata’s Himalayan

8. Series 1
40%
35%
30%
25%
20%
15%
10%
5%
0%
Bisleri Coca-Cola's Kinley Aquafina Others

10. Strengths Weakness
• Range of pack sizes. • Transportation costs.
• Strong brand image • Unable to fulfill demand(distribution
• High quality standard channel)
• Keeps updating it’s products. • Reusable bottles
• Wide network of plants almost all over • No continuous innovation in the
India. product
Opportunities Threats
• Global market. • Easy entry
• Parle Exports can also enter the fruit • Families- tap water
juice industry. • Competitors like Aqua fina, Himalaya
• Growing industry Bailley, & Other local & rural products.
• Increasing water pollution • New enters in the market like Amul
• Health consciousness of customer is • If government ban on plastic use then
increasing . company will be in trouble
• Introduction of premium pack

11. • For daily traveling consumption (250ml and 500ml bottles)
• For Long traveling consumption (2, 1.5 & 1 Ltr.)
• For Office, Home, Marriage or Meeting use (5 & 20 Ltr.
Returnable packs)

12. • Comparative Pricing
 Geographical Pricing (Transportation Chugs)
E.g. Gujarat Village Rs. 8.00/- Per Ltr.
Mumbai/Delhi Rs.12.00/- Per Ltr.
• Product Line Pricing
 Image Pricing
Old Pack Rs.7/-Per 500ml
New Pack Rs.10/-Per 500ml

13.  Identifying Segment
 Large shops and Complexes. 40% of the branded water consumption
was in eateries, homes and restaurants.
 Smaller Segment-Introduction of 300 ml cups for marriages and
conventions
 Geographic
 City - Metro cities , Cities with population over 1 million.
 Semi-urban areas - Towns
 Demographic
 Income - Middle , Upper middle and high income group.
 Life style - outdoor & sports oriented

14. • Decided to penetrate every possible market by
introducing more pack sizes with trendy
packaging.
• Launched 1.2 litre pack in 2000 at Rs12 with view
of replacing it’s 1 liter bottel.
• Planned to spent margin resulting out from sale
of its 1.2 liter on advertising and marketing.
• Launched 300ml cup targeted at marriages and
convention

15. Advertising Campaign
• First Ad Campaign
– PLAY SAFE
• Second Ad Campaign
– The Sweet taste of Purity
• Third Ad Campaign
– Bisleri The Mountain Water
• Fourth Ad Campaign
– Bisleri bottle falling from mountain