I would like to express gratitude and thanks to namely Rohit Gupta Marketing Manager for her support and guidance helping me shape my ideas about the project and mature them into a reality, for his priceless insights, tips and inputs without which my project would not have been possible. I thank him for educating me about the working and intricacies of the, the distribution network and innumerable other details. I hope this project serves the purpose for which it is intended. I would also like to express my special thanks to the entire respondent and my friend who were regular source of hard work and inspiration.
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I would like to express gratitude and thanks to namely Rohit Gupta Marketing Manager for her support and guidance helping me shape my ideas about the project and mature them into a reality, for his priceless insights, tips and inputs without which my project would not have been possible.
I thank him for educating me about the working and intricacies of the, the distribution network and innumerable other details. I hope this project serves the purpose for which it is intended. I would also like to express my special thanks to the entire respondent and my friend who were regular source of hard work and inspiration. Despite all the limitations, obstructs-hurdles, and hindrances, I have toiled and worked to my optimum potential to achieve the desired goal.
Being neophytes in the highly competitive world of business. I come across some difficulties to make my objective a reality. I am presenting this hand carved effort is colored.
I tried my level best to conduct a research to gain a through knowledge about the project in the topic "Marketing Strategies of Bisleri. Chapter 1 Aims at providing us with an overview of the water industry as a whole; it first tells us all about water and about its packaging.
Then comes all about the Bisleri Industry i. Next it discusses about the various other companies which deals with packaging of water and in the last it tells us about the Strengths, Weaknesses, Opportunities and Threats. Chapter 2 Provides us with the Objective and methodologies of the organization.
Chapter 3 Aims at providing us with the Marketing Strategies of Bisleri as a whole. It tells us about the various environments present for marketing. Its position in market and its various ads campaign.
Chapter 4 Gives us the various data that where the companies stands and are its best features as compared with other companies.
Factors affecting brands and its awareness among the people. Chapter 5 Comprises of the various findings and recommendations being given to the organization so as to improve itself more and function properly.
They are based on the analysis above. Conclusion of the whole project that what are the marketing strategies and Bisleri and other companies and how Bisleri is better than other companies. Analysis of the Organization.
The global bottled water industry reached billion liters in Even in areas where tap water is safe to drink, demand for bottled water is increasing. These is boom times for Indian bottled water industry. Bisleri was the first entrant in this sector in India. It was bought from an Italian company Felice Bisleri in the year In its early years it faced many obstructions. Infact, Mr.
Ramesh Chauhan thought that the idea of selling packaged water in India wont work. India is the tenth largest bottled water consumer in the world.
The industry has estimated a turnover of Rs. The project deals in the market research on knowing Bisleris share in the corporate sector. The report further deals in seeing competitors of Bisleri from key players like kinley, kingfisher, Aquafina to local players like hello, prime, shudh, etc. The report further sees bisleris profile - its product mix, marketing mix, competitors, future plans, etc. The final part of report deals in the key findings that stupefies everybody because it deals with the fact that customer is price sensitive.
The key findings also include the growth share matrix which clears bisleris position in the corporate sector. AT the fourth World Water Forum held in Mexico City in March , the nation assembly could not reach a consensus on declaring the right to safe and clean drinking water a human right. Millions of people the world over do not have access to potable water supply.
But it is good times for the bottled-water industry, which is cashing in on the need for clean drinking water and the ability of the urban elite to pay an exorbitant price for this very basic human need.
It is estimated that the global consumption of bottled water is nearing billion litres - sufficient to satisfy the daily drinking water need of one-fourth of the Indian population or about 4. In India, the per capita bottled water consumption is still quite low - less than five litres a year as compared to the global average of 24 litres.
However, the total annual bottled water consumption has risen rapidly in recent times. Bottled water is drinking water packaged in bottles for individual consumption and retail sale.
The water used may be from any source, including spring water , well water , purified water , municipal water , or even untreated or contaminated water. Many countries, particularly developed countries , regulate the quality of bottled water through government standards, typically used to ensure that water quality is safe and labels accurately reflect bottle contents.
In many developing countries , however, such standards rarely exist, or are inconsistently applied. In , total sales were approximately billion litres 41 billion gallons.
Packaging and advertising work to foster these perceptions, and brand bottled water in ways similar to branded soft drinks. Though many municipalities, particularly in the United States, guarantee safe, potable water, others may be subject to groundwater contamination from commercial fertilizer , MTBE, or other contaminants. Violations of tap water standards tend to be highly publicized and widely reported, for example, a Cryptosporidium outbreak which caused , people to get sick in Milwaukee, Wisconsin In developing countries, demand is driven by factors including the lack of potable groundwater in many areas, the lack of reliable or safe municipal water in many urban areas, chemical and organic pollution of ground and well water, and convenience relative to boiling or otherwise treating accessible but potentially contaminated water.
Advertising also contributes to water sales in developing countries. Though bottled water may provide an alternative to unsafe drinking water, it does so only for those able to afford it; many of the world's poorest people cannot afford bottled water. Bottled-water consumption now reflects a certain way of life as the habit reaches around the world. The most promising markets for bottled water are in Asia and the Pacific, with an annual increase of 15 percent from to Consumers often drink bottled water as an alternative to tap water.
They think it tastes better no chlorine taste and perceive it to be safer and of better quality. They also look for security: food scandals in industrialized countries and water-borne diseases in developing countries greatly influence consumers attitudes.
Consumers buy bottled water to feel well and to lose weight. Bottled water is perceived as a healthy alternative to other beverages. Moreover, increasing urbanization, causing declines in tap-water quality, can also explain the popularity. Because it is untreated, natural mineral water is perceived as. Higher living standards and auto usage enable people to easily bring home more and heavier bottles of water.
At the office, a bottle of water is now a common sight on the desk, next to the computer and the telephone. Drinking bottled water is a sign of a rise in the social scale. Above all, bottled water has become a huge marketing success.
Note that other countries have different definitions and standards; some countries have no consistent labeling requirements. Some of the more common U. This category includes water classified as "For Infants" or "Nursery. Mineral Water - This type of water contains at least parts per million total dissolved solids TDS.
It comes from a source tapped at one or more bore holes or spring, and originates from a geologically and physically protected underground water source. No minerals may be added to this water. Purified water - This type of water has been produced by distillation, deionization, reverse osmosis, or other suitable processes. Purified water may also be referred to as "demineralized water.
Sparkling Water - This type of water contains the same amount of carbon dioxide that it had at emergence from the source. The carbon dioxide may be removed and replenished after treatment. Spring Water - This type of water comes from an underground formation from which water flows naturally to the Earth's surface. Sterile Water - This type of water meets the requirements under "sterility tests" in the United States Pharmacopoeia.
But the company had been unable to market bottled water and wanted to exit the market they did not see any potential for the product at that time. But three decades ago, what could one say about a category that had no market? They didn't know their target group. Then, since bottled water is colorless, tasteless and odourless, it was not an easy product to advertise.
Thus, the earlier brand building efforts focused on Bisleri being healthy with adequate minerals. The Italian name added a dash of class to it. The first print ad campaign The punch line was, "Bisleri is very very extraordinary" the spelling of the punch line was designed to capture the consumer's attention. The campaign was successful and bisleri was being noticed as someone who catered to the need for safe, healthy drinking water.
However, the real boost to mineral water came in the early-to-mids when it switched to PVC packaging and later to PET bottles. The PET packaging did not just ensure better transparency it could now show sparkling clear water to the consumers. It also meant better life for the water. Meanwhile, Bisleri soda was doing well but it had to discontinue production as it sold its soft drink brands to Coca-Cola in But Mr.
Chuahans interest was in building brands and not in bottling soft drinks. That's when he started to concentrate on developing the Bisleri water brand. There was a clear opportunity of building a market for bottled water. The quality of water available in the country was bad. The quality of water in Europe was extremely poor, which created the bottled water industry there.
In India, too, not only was water scarce, whatever was available was of bad quality.
Why the new Bisleri 500 ad campaign is kissing success
Mineral water is a rather too sophisticated term in India. It is always Bisleri! No matter which brand you are given in the end, a huge dynamic of mineral water consuming audience still asks for Bisleri. With an active campaign for Fonzo, Social Samosa got in conversation with Anjana Ghosh, Director — Marketing and Business Development, Bisleri International to understand how the brand is translating its offline legacy and fandom online, the brief and idea behind Fonzo, and much more. Bisleri is synonymous with mineral water in India.
Bisleri Marketing Mix (4Ps) Strategy
Hi Muqeem. Quite a well done report. Appreciate It. I am working in this direction - would be great if you could get in touch with me gauravosharma hotmail. You have selected really gems from dirt I must say. Otherwise people are posting nonsense posts now a days. Even those people who have reputation in this market I do not want to write their name, but I hope you can understand who are they.
Bisleri Marketing Strategies - 77 Pages (1)
Bisleri is a packaged drinking water based out of India. Customer satisfaction and delight are the main goals of Bisleri while complying to quality, value and innovation. The main product in its marketing mix is its drinking water, and it's many variations. Other products include Vedica, Soda, Urzza, Pop. Bisleri is a mountain mineral water and it is available in range of pack size from ml to 20 L. Out of all these packs, only 5L and 20 L packs are returnable. Vedica is procured from underground streams traversing the bedrock and hence fortified with silica and free from and microbial contamination.