1. REYA REJI
ROLL #. 731
BRAND MANAGEMENT
ASSIGNMENT I

2. Bottled Water Industry(India)
• The overall packaged bottled water in India is estimated to
touch the Rs 10,000 croremark in the 2012-13 fiscal, growing
at a compound annual growth rate (CAGR) of 19%, says a new
report by IkonMarketing Consultants. Presently, this market is
estimated at Rs 8,000 crore, and could touch Rs15,000 crore
by 2015, the report adds. While Bisleri continues as the top
brand with a 36% share among national players, Coca-Cola's
Kinley follows with 25% share, followed by Aquafina at 15%.
Other smaller brands include Parle Agro's Bailley, Kingfisher
and McDowells No. 1, according to the report. 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, the report adds.

3. Bisleri-Facts
• A brand that pioneered the concept of mineral water, bottled
with its distinct green label, Bisleri, today, is a household
name. Powered by 17 owned plants, 33 co-packers, 11
franchisees and a wide distribution and retail network pan
India, Bisleri is at the centre of the Aqua Green Revolution.
• A brand that aims to create an India in which every person has
uninterrupted access to scientifically purified and fortified
drinking water, irrespective of geographical barriers or
economic limitations.
• The brand name Bisleri is so popular in India that it is used
as a generic name for bottled water.

4. Bisleri- Business Statistics
• Bisleri holds 40 per cent of the market share and is the market
leader. Kinley and Aquafina are fast catching up, with Kinley
holding 20-25 per cent of the market and Aquafina
approximately 10 per cent. The rest, including the smaller
players, have 20-25 % of the market share.
• Bisleri can be considered to be in the growing stage of it’s life
cycle as since it’s inception, the brand has continuously been
trying to go along with the changing times and implement all
the right changes, whether in terms of positioning, packaging,
expanding or simply increasing consumer reach.

5. Bisleri- Target Profile
• Geographical
For a product like mineral water, there are hardly any geographical limits. It
can be present at all locations such as:
Residential Areas
Business Areas
Commercial Areas- malls, dine outs, multiplexes etc
Tourist Destinations
High Temperate Areas
Educational Hubs
Recreational Locations

6. Bisleri- Target Profile
• Demographical
Gender: All
Age: No Limits
Socio-Economic Class: Initially when Bisleri was launched, it targeted the well
to do members of society as bottled water was not at all common.
As the brand started to grow, it started to spread reach across all the different
segment levels of society from high to low. It aimed to make clean water
accessible to all.
• Psychographic : The urban population and the health conscious.
• Behavioural: Buying behaviour involves the brand Bisleri replacing the
general term ‘Mineral water’

7. Bisleri- Six Wants & Variables
• Functional -------- Package/Form
It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5
litre, 2 litre, 5 litre, and 20 litre.
• Value-------- Pricing
250ml- Rs.3 500ml- Rs.5 1ltr-Rs.10 1.2ltr-Rs.12 2ltr-Rs.20 5ltr-Rs.30
20ltr-Rs.75
A brand that is known to provide value for money.

8. Bisleri- Six Wants & Variables
• Self-Image------- Advertising & Communication
Tagline: The Sweet Taste of Purity
Ad Campaigns: ‘Play Safe’
‘Bada Bisleri’
‘There is just one Bisleri’
‘Pure and Safe’
Advertised safety feature- Tamper proof seals.
Color change from blue to aqua green to differentiate from competition.

9. Bisleri- Six Wants & Variables
• Availability----- Distribution
Intensive Distribution:
-Increasing bottling units
-Large transport vehicle fleet
-Retail Outlets
-Large availability with Retailers
-Large availability with Wholesalers
• Service----- Service Centers/Customer Service
• Risk Avoidable----- Guarantee/Purity seal

10. Kinley(Immediate Rival)
• Kinley is a brand of still or carbonated water owned by The
Coca-Cola Company and sold in many
large European and Asian countries.
• It is one of the high quality drinking water brands in India.
• Kinley water comes with the assurance of safety from The
Coca-Cola Company. Introduced with reverse –osmosis along
with the latest technology to ensure purity of the product.
Kinley believes that right to pure, safe drinking water is
fundamental.
• Kinley is Bisleri’s immediate rival and holds about 25 percent
of the market share.

11. Kinley- Target Profile
• Geographic
Residential Areas
Business Areas
Commercial Areas- malls, dine outs, multiplexes etc
Tourist Destinations
High Temperate Areas
Educational Hubs
Recreational Locations
• Demographic
Gender: All
Age: No Limits
Socio-Economic Class: Mostly middle income earners and above.

12. Kinley- Target Profile
• Psychographic
Health and purity conscious people.
• Behavioral
Very particular about the quality and safety of water and don’t mind paying a
little higher if needed.

13. Kinley- Promotional Difference
• Ad Campaign: ‘Boondh Boondh mein Vishwaas’
• USP: Reverse Osmosis process of purification
• Price Range: Almost neck to neck with Bisleri but might be
slightly higher.