Internship Project

CHAPTER-1
INTRODUCTION
INTRODUCTION
Water is the most important liquid in the world. Without water, there would be no life, at least not the
way we know it. In today's living condition, the need for Pure Drinking Water is becoming the issue
for the common Man.
Eighty percent of the human metabolism consists of water. This is the reason why 90% of human
diseases are water borne. There are 3 types of water impurities, which are root cause of water borne
diseases.
1. Microbiological-Bacteria / virus.
2. Dissolved impurities - chemical.
3. Imbalance of Mineral Content.
There are rapid changes that are taking place in our environment since long and the air and the water
pollution is on an increase. The main source of drinking water is river and downstream which also
have not been able to escape the pollution. When a consumer became aware of the problems caused by
water pollution the market saw an advent of ceramic water filters, which filters the dust and suspended
particles but dissolved impurities and microbiological impurities are not cleared out. The mineral
balance is also not maintained.
1980's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the water. It
deactivates microbiological impurities to an extent but has side effects due to iodine and it does not
take care of dissolved impurities mineral balance.
Late 1980's witnessed Ultra Violent based purifier, which filters dust and deactivates bacteria to a great
extent. It maintains the odor and color of water but does not clear out the dissolved impurities and
mineral particles. Thus came advent of mineral water.
Historically, the need for purified water within Indian homes had been kept down to a minimum.
Essentially, there were three types of water that was used for different purposes. The first type was
used for rinsing. The second type, which was used for cooking, was cleaner and kept covered. The
third type was the cleanest – drinking water – and was very often boiled before use.
Since an average family needed a small quantity, not more than five or six liters a day, boiled and
filtered water had been a convenient solution for some time .The fallouts were obvious. It was very
difficult to convince the people that purification system was worth the price. There was no visible way
3Eureka Forbes targeted the office segment, while the mineral water players went after travelers. Ion
Exchange was the only company, which had any measure of success in entering homes with Zero-B.
But clean drinking water returned on the national agenda a little later.
Around 1989, drinking water became an issue again.
“Around early 1990s,Time did a story on India as a key emerging market and that was the trigger for
all the players eyeing this market”.
Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive
advantage.Marketing strategy includes all basic, short-term, and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contribute to the goals of the
company and its marketing objectives.
The process generally begins with a scan of the business environment, both internal and external,
which includes understanding strategic constraints.[3] It is generally necessary to try to grasp many
aspects of the external environment, including technological, economic, cultural, political and legal
aspects. Goals are chosen. Then, a marketing strategy or marketing plan is an explanation of what
specific actions will be taken over time to achieve the objectives. Plans can be extended to cover many
years, with sub-plans for each year, although as the speed of change in the merchandising environment
quickens, time horizons are becoming shorter. Ideally, strategies are both dynamic and interactive,
partially planned and partially unplanned, to enable a firm to react to unforeseen developments while
trying to keep focused on a specific pathway; generally, a longer time frame is preferred.
Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drinking water in
India.
It is available in 7 pack sizes: 250ml bottles, 500ml, 1 litre, 2 litre, 5 litre, 15 litre and 20 litre jars. Its
operations run throughout the subcontinent of India and is the leading bottled water supplying
companies in India. As of 19 September 2015, Bisleri has 80 bottling plants, amongst which 12 are
their own and 68 are licensed.
CHAPTER-2
LITERATURE REVIEW
2.1 LITERATURE REVIEW
Bohmer H, Resch K.L. (2000) in their article, “Mineral water or tap water- A systematic analysis of
the literature concerning the question of microbial safety”, say that based on sporadic reports of
microbial contamination of mineral waters, it has been recommended that, for safety reasons,
particularly immuno compromised patients should drink tap water rather than bottled mineral water.
However, in terms of safety, evidence of the clinical consequences may allow a better estimate than a
positive in vitro test for contamination. Therefore, they reviewed the literature on documented disease
outbreaks due to contaminated mineral and tap waters. Cases of contamination of tap water were
documented in nearly all countries. In 35 communications they found reports on a total of 423,000
cases of disease outbreaks due to contaminated tap water, in some cases even with lethal outcome.
Main diagnosis was gastroenteritis, and main species of microorganism was crytosporidium. In
contrast, there was no documented case of disease outbreak due to contaminated bottled mineral water.
Tap water as well as bottled water is both supremely safe components of nutrition. The
recommendation that tap water is better than mineral water, particularly for high-risk patients, is not
supported by the literature.
Gary L. Geissler & John E. Gamble (2002) in their article made an attempt to study the bottled
water industry that has experienced explosive growth during the past decade, largely due to a widely
held consumer perception that bottled water is purer and healthier than tap water. Recent research
raises questions about whether bottled water is actually better than tap water. Amid the controversy,
there is a need to help clarify current consumer perceptions concerning water quality and purity and to
examine associated new product-development implications. A product concept test, among 386 bottled
water consumers is used here to provide an evaluation of a proposed bottled water brand that would be
produced by a local water company. Overall, the findings indicate that the product concept is
promising, but needs some refinement.
Sunal (2003) in his study “A Study of Market Potential for Packaged Drinking Water in Hospital with
reference to Aquafina”, focused on the market potential for packaged drinking water consumption in
hospital and he concluded in his study that the untapped outlets (canteens) would also enable the
company to track out the variability in the performance of the company and he also determined
whether the soft drinks giants require to enter in new segments of packaged drinking water (bulk and
sachets). The main issue that Pepsi was facing was that the conventional marks were getting exhausted
in the midst of the cool was and new unconventional channels need to be ventured in to for the serve.
Adrian Feru (2004) in his article entitled “Bottled natural mineral waters in Romania”, stated that
“different from drinking water supplied by the municipal network or from other bottled waters, all of
which undergo some kind of prior treatment in order to become potable, the natural mineral water is an
ecologically pure product, that by virtue of its composition may induce beneficial health effects.
According to the EC Directive 80/777, the main criteria used for defining the natural mineral water
refer to its original purity and its adequate protection against any pollution hazard. In Romania,
mineral water consumption is an old tradition. The geological setting and the existence of unpolluted
areas favored the development of mineral water sources of an outstanding quality, many of which
include also carbon dioxide in natural state. The present work presents the main sources of bottled
mineral water in Romania, classified as a function of total mineral content, ionic composition and
carbon dioxide content. There are also forwarded forecasts concerning the medium-term evolution of
the structure of the bottled mineral water market in Romania. In Romania, similar to Germany, the
consumer is strongly attached to the habit of drinking carbonated mineral water.
Sasirega Ramani (2006) in her work,” A Study on Institutional Consumer Perception of Packaged
Drinking Water” found that 37.14 per cent of the respondents were using packaged drinking water for
their health purpose. Of these, 16.43 per cent of the respondents were using packaged drinking water
as it is hygienic, 6.43 per cent of the respondents were using packaged drinking water for the purpose
of “need not carry water purpose, 4.29 per cent of the respondents were using it as it avoids wastage of
water, 20.71 per cent using it due to employee demand, 5.71 per cent were using it due to the presence
of salt in water for health reasons. The sample questioning also unfolded that all the respondents were
choosing good brand of packaged drinking water which was delivered. Majority of the respondents
were considering quality, availability and price as important factors while purchasing jars of packaged
drinking water, 92.14 per cent of the respondents did not want to shift to other brands after having
chosen renowned brands. Most of the respondents expect price discounts as sales promotion scheme.
Quite a number of respondents suggested improving the quality of the advertisement.
Gabriel R. Kassenga (2007) conducted a study on “The health-related microbiological quality of

bottled drinking water sold in Dar es alaam, Tanzania”. He found that the consumption of bottled and
plastic-bagged drinking water in Tanzania has increased largely because of the deteriorating quality of
tap water. It is uncertain whether these water products are safe for drinking. In this study, the
microbiological quality of bottled and plastic-bagged drinking water sold in Dar es Salaam, Tanzania,
was investigated. One hundred and thirty samples representing 13 brands of bottled water collected
from shops, supermarkets and street vendors were analysed for total coliform and faecal coliform
organisms as well as heterotrophic bacteria. B. Chitra (2008)46 studied consumer awareness, brand
preference and satisfaction of packed drinking water in Coimbatore city”. Her objective of the study
was to find out the consumer awareness towards various packed drinking water. She observed that all
the respondents were aware of the availability and marketing of packed drinking water. A total of
52.8% of the respondents were aware of three main brands called Biseleri, Siruvani and Kinley
respectively in the ratio 19%, 17.5% and 16.3%. The other remaining 47.2% respondents were aware
of the other brands namely Zill Drops, Kaveri, Surabhi, Aqua fina, Aquapuraa, Sabols and Ashwa.
P.H. Gleick and H. S. Cooley (2009) in their article ,” Environmental Research Letters As bottled
water use continues to expand around the world”, say that there is growing interest in the
environmental, economical, and social implications of that use, including concerns about waste
generation, proper use of groundwater, hydrologic effects on local surface and groundwater, economic
costs, and more. A key concern is how much energy is required to produce and use bottled water. This
paper estimates the energy footprint required for various phases of bottled water production,
transportation, and use. They do not develop a single comprehensive life-cycle energy estimate
because of differences among water sources, bottling processes, transportation costs, and other factors,
but they quantify key energy inputs necessary for site-specific assessments. They also apply these
inputs to three site-specific examples of the energy required from production to the point of use: local
bottled water produced and used in Los Angeles, water bottled in the South Pacific and shipped by
cargo ship to Los Angeles, and water bottled in France and shipped in various ways to Los Angeles.
For water transported short distances, the energy requirements of bottled water are dominated by the
energy used to produce the plastic bottles. Long-distance transport, however, can lead to energy costs
comparable to, or even larger than, those of producing the bottle. All other energy costs for processing,
bottling, sealing, labelling, and refrigeration are far smaller than those for the production of the bottle
and transportation. These data can be used to generate specific estimates for different sources,
treatments, and delivery options.
Marguerite Kaye Huber (2010) in his study indicates that the anti-bottle crowd is not the only group
to be up in arms, the religious sector is too. Clean drinking water, like air, some religious leaders
argue, is a God-given resource that shouldn‟t be packaged and sold. Others have gone further and
declared that drinking bottled water is immoral and even a sin. It is hardly one of the Ten
Commandments, but a good point nonetheless. They need the full support of local, state, and federal
governments to understand that it is their job to protect their water. Maude Barlow, of the Blue Planet
Run Foundation and Sara Ehrhardt, National Water Campaigner of the Council of Canadians says,
“The solution lies in declaring water as a human right and a public trust to be guarded by all levels of
government; in sharing information and best practices on our public water systems; and in overseeing
and protecting our public drinking water for future generations,”
Amber Saylor, Linda Stalker Prokopy, Shannon Amberg (2011) in their article entitled “What‟s
wrong with the Tap? Examining Perceptions of Tap Water and Bottled Water at Purdue University”,
stated that environmental impacts of bottled water prompted us to explore drinking water choices at
Purdue University, located in West Lafayette, IN. A random sample of 2,045 Purdue University
students, staff, and faculty was invited to participate in an online survey. The survey assessed current
behaviours as well as perceived barriers and benefits to drinking tap water versus bottled water. 677
surveys were completed for a response rate of 33.1%. Then they conducted qualitative interviews with
a purposive sample of university undergraduates (n = 21) to obtain contextual insights into the survey
results and the beliefs of individuals with a variety of drinking water preferences. This study revealed
that women drink disproportionately more bottled water than men while undergraduate students drink
more than graduate students, staff and faculty.
Joanna Galvez (2011) concluded that bottled water was the primary source of drinking water for
almost all households. Living Waters for the World consumers were more likely than non-consumers
to cite price as a reason they preferred a specific brand of bottled water. Living Waters for the World
consumers were also more likely to use bottled water for other purposes besides drinking, namely,
cooking, preparing food, and brushing their teeth compared to non-consumers. Overall, there were
some interesting findings but due to the small sample, it was difficult to perform further analyses. The
author speculates that further study is needed with a larger, randomized sample. Qualitative studies can
explore more in depth the reasons Living Waters for the World consumers prefer to drink their water.
The findings from this research can be used to scale up similar interventions, and set up SWEs that fit
with the community consumption practices.
Yvone Lieketseng Liee (2011) discussed that bottled water, like any drinking water used for human
consumption, should be safe and wholesome to ensure adequate public health protection. This is due to
potential health effects of concern such as endocrine disruption, toxicity teratogenicity, mutagenicity
and carcinogenicity. Despite the number of regulatory bodies, publications on bottled water and
speculations on its public health significance, many questions remain to be answered. One of the
questions is whether the shelf life of bottled water is a cause for concern. The aim of the study was to
determine the shelf-life of various commercial bottled waters by monitoring the variation in
microbiological, chemical and aesthetic qualities of bottled water.
Marina Leigh Foote (2011)78 Overconsumption in developed economies undoubtedly puts a large
strain on the environment, and many would argue that the damage is irreversible. Current uses and
rates of consumption of freshwater resources are also deemed to be unsustainable. A large contributor
to the high demand for water is the shift in consumer preferences from tap to bottled water. In the last
few decades, bottled water companies have set unprecedented records, surpassing all other types of
non-alcoholic beverages to become the second largest beverage market next to soda. Bottled water has
been on the rise due to its supposed safety, purity and convenience. Municipal tap water companies
have little to no incentive for disproving these theories since tap water continues to be used for
nondrinking purposes. Meanwhile, bottled water companies are spending millions of dollars in
appealing advertisements, which further fuels distrust of tap water providers.
2.2 ABOUT THE TOPIC
BISLERI values its customers & therefore has developed 8 unique pack sizes to suit the need of every
individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-
returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been
offered BISLERI water, however in our effort to bring to you something refreshingly new, we have
introduced BISLERI Natural Mountain Water - water brought to you from the foothills of the
mountains situated in Himachal Pradesh. Hence our product range now comprises of two variants:
BISLERI with added minerals & BISLERI Mountain water It is capturing its market in India as well as
other continents. BISLERI has been no 1 and is capturing Indian market by providing best quality over
a period of long time. None of the water products in line are able to compete with BISLERI and thus
BISLERI stand unique in the market. Bisleri’s commitment is to offer every Indian pure & clean
drinking water. BISLER water is put through multiple stages of purification, ozonised & finally
packed for consumption. . Rigorous R&D & stringent quality controls has made BISLERI a market
leader in the bottled water segment. BISLERI’S endeavor to maintain strict quality controls each unit
purchases performs & caps only from approved vendors. BISLERI produces their own bottles in-
house; & have recently procured the latest world class state of the art machineries that put them at par
with International standards. This has not only helped them improve packaging quality but has also
reduced raw material wastage & doubled production capacity. You can be rest assured that you are
marketing of mineral water-Bisleri drinking safe & pure water when you consume BISLERI. BISLERI
is free of impurities & 100% safe. Enjoy the Sweet taste of Purity !
Manufacturing Process
BISLERI manufacturers its own products and has its own manufacturing unit which includes various
machines, the whole manufacturing process is carried on by BISLERI at its plant. The whole
manufacturing process is divided into different parts and it consists of different activities like water
purification treatment, blowing of the bottles, filling of the bottles, packing of the bottles etc. The
manufacturing process of BISLERI is carried on in different parts: Storing Of water .The water is
taken from the boring well and then is stored in huge tanks, BISLERI has 6 tanks of 50,000 litres each,
and water is first taken from the boring well and stored in these tanks.
Marketing of mineral water-Bisleri tanks in which water is Stored
6 STAGES OF WATER TREATMENT PLANT:

1. OZONATION
2. FILTERATION
3. CARBON FILTERATION
4. RESERVE OSMOSIS SYSTEM
5. MICRO FILTERATION
Marketing of maineral water-Bisleri

6. OZONE TREATMENT
1) OZONATION:
The process of ozonation ensures that the water remains free from bacteria, so that the water can have
a longer life and the machine used for this process of ozonation is called ozonator.
2) FILTERATION:
The process of filteration removes suspended particles from the water by sand filteration.
3) CARBON FILTERATION:
The stage of carbon filteration removes bad odour and colour from water and purifies it.
4) REVERSE OSMOSIS SYSTEM:
This stage of reserve osmosis system controls all the dissolves solid particles and it converts hard
water into soft water.
5) MICRO FILTERATION:
Under this stage of micro filteration additional safety measures are taked to guarantee purity of water.
In this stage addition of mineral magnesium sulphate and potassium bicarbonate is processed.

6) OZONE TREATMENT:
The ozone treatment increases the shelf life of water. To ensure mineral water is held safe free from
contamination, ultraviolet treatment and ozonisation process is carried out. Ozone is unstable trivalent
oxygen, a very powerful bactericide with no side effect, as it disintegrates into oxygen within couple of
hours. Sterilization effect of ozonised water continues even after water is packaged, thereby ensuring
safety of Mineral Water up to its final packing. To ensure high quality of packing materials,
components like caps and bottles are manufactured in-house from resins of quality suppliers. Good
Manufacturing Practices are stringently followed at all times. Processing is religiously monitored at
every stage. Testing source water, processing parameters, microbial quality, packaging material
integrity and finally, shelf life studies, forms an integral part of quality and safety assurance plan.

Bisleri to have own distribution network Sudha Menon PUNE, April 4 PARLE Drinks plans to put up
its own distribution network across the country for the Bisleri mineral water brand. The company will
invest approximately Rs. 200 crores to procure 2,000 trucks and hire the same number of sales people
by end-2000 to extend the penetration of the brand. Mr. Ramesh Chauhan, Chairman, Parle Drinks,
said he expects an almost 400 per cent growth in business when the number of trucks transporting
Bisleri mineral water doubles from the current 1,000. Predicting that he expects his company's
turnover to touch Rs. 1,000 crores within the next two years, he said the idea is to ensure that the
Bisleri brand reaches every nook and cranny of the country. He said: ``The key to success in any
business is the distribution and if you have that in your control, you have won more than half the
battle.'' Meanwhile, Mr. Chauhan, who puts Parle's 1999-2000 turnover at Rs. 350 crores (up from Rs.
160 crores last fiscal), also plans to grow the market with the five-litre value pack, targeted mainly at
homes and institutions.

This bottle, priced at Rs. 25, essentially makes mineral water available to the consumer at Rs.5 a litre.
The one-litre bottle is available at Rs. 12, while the half-litre one is priced at Rs. 5. Mr. Chauhan is
now on the look-out for highquality cups to make the water available in smaller quantities. Consumers
who buy the five-litre value pack have to pay a Re. 1 deposit to the retailer, which can be redeemed
once the bottle is returned. The five-litre packs, launched last December in Goa, are currently available
in six cities, including Delhi, Bomba y and Bangalore, and sell over 5,000 bottles a day, according to
Mr. Chauhan. ``The company hopes to make the value packs available across India in the next couple
of months,'' he added. He is, meanwhile, dispatching people to Japan this week to procure a recycling
plant for the PET bottles and said at least two such plants would be set up in Chennai and Delhi at the
cost of Rs. 5 crores each, by the end of the year. Crushed and compacted bottles from other parts of the
country will be transported to the two plants, Mr. Chauhan said, adding that a better part of the
compacted PET will go into the manufacture of polyester yarn: ``I have already discussed _ with
Relian ce and a couple of other manufacturers _ the possibility of selling the polyester yarn thus
manufactured.'' He hopes to ensure that all used Bisleri bottles come back to retailers by offering
incentives. The company plans to double its advertising budget from the Rs. 3 crores of last year to Rs.
6 crores next year, according to Mr. Chauhan, who said it will also promote the five-litre pack with
events and PoP displays.

With business growing exponentially, Mr. Chauhan is convinced that water is the business to be in:
``Bisleri is almost a generic name, the No. 2 in the business is way behind me, and I hope to keep it
that way.''

BLOWING PROCESS:
A small tube like plastic which is known as ‘PRE-FORM’ is blown with the help of a machine called
SIDEL which has a temperature of about 80 to 90 degree Celsius, when this PRE-FORM is put into
the SIDEL machine it is blown up by its heat and turns out into a bottle in a specific shape according
to the mould plates available in the SIDEL machines which gives the bottles a specific shape
PRE-FORM

BLOWING PART
The small tube made from plastic known as PRE-FORM; initially was manufactured but due to
hygienic reasons it was stopped and now it is got from outside and is out sourced. The SIDEL machine
is only used for blowing the empty bottles. Even the caps of the bottles are outsourced as the
manufacturing of the caps would involve a lot of time. So the SIDEL machine only helps in the
blowing of the bottle according to mould plates available in it which give it a perfect shape and the
PRE-FORM and the bottle caps are outsourced.
SIDEL

FILLING PART
Once the empty bottles are made and blown up the water is filled into it. The machine used for filling
the water in the blown bottle is called Dynathronic. The speed of this Dynathronic machine is that in
one minute 110 bottles can be filled.
There are 7 stages to the filling process; they are:
1) The bottle is sterilized with air pressure
2) Then the bottle is filled with water
3) The bottle is sealed with a cap
4) Labeling of the bottle takes place
5) All mandatory information such as marking the batch number, manufacturing date, expiry date and
MRP.
6) Inspection of the bottle such as checking, sealing, printing and filling.
7) Lastly the bottle is packed.

Marketing Mix
According to Philip kotler “marketing mix is the mixture of controllable marketing variables that the
firm uses to pursue the sought level of sales in the targeted market” In simple words marketing mix is
the combination of four basic elements / ingredients under one head. The 4Ps ie Product, Place, Price,
and Promotion.

PRODUCT
Types of products
BISLERI values their customers & therefore have developed 8 unique pack sizes to suit the need of
every individual. They presently have 250ml cups, 250ml bottles, 500ml, 1L, 1.5L and 2L which are
the non-returnable packs & 5L, 20L which are the returnable packs.
Products Produced by BISLERI

BISLERI with added Minerals BISLERI Mineral Water contains minerals such as magnesium sulphate
and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the
pH balance of the body but also help in keeping you fit and energetic at all times.
Bisleri Mountain Water
BISLERI Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal
nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', BISLERI Natural
Mountain Water resonates with the energy and vibrancy capable of taking you back to nature.
BISLERI Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh and is
available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres. Himalayan
Water The water that almost descends from the Gods: The Himalayas, the abode of the Gods, where
the earth meets the heavens and where in lies nature's untouched bounty. White glaciers, snow-capped.

mountains and a plethora of exotic herbs and other flora that have therapeutic properties. This is where
you'll find a treasure trove of hidden natural spring water that flows through natural purifying filters,
mineral rich rocks and herbs from which it absorbs many healing properties. We bottle this pristine
spring water directly at source, at the foothills of the Himalayas. And now the customers, will get
every drop of purity, right here, in this bottle. BISLERI Mountain Water is available in 500ml. bottles
& 1 litre bottles.
Quality
In endeavor to maintain strict quality controls each unit purchases pre-forms & caps only from
approved vendors. BISLERI produces its own bottles in-house; they have recently procured the latest
world class state of the art machineries that put them at par with International standards. This has not
only helped BISLERI improve its packaging quality but has also reduced raw material wastage &
doubled production capacity. You can be rest assured that you are drinking safe & pure water when
you consume BISLERI. BISLERI is free of impurities & 100% safe. Enjoy the Sweet taste of Purity!
Rigorous Research and Development and stringent quality controls have made BISLERI market
leaders in the bottled water segment. BISLERI has always been committed to offering every Indian
pure and clean drinking water. Hence BISLERI water is put through multiple stages of purification,
Ozonisation and is hygienically packed for final consumption. The machines which are used for the
blowing and filling of the bottles are also cleaned twice a month. All the tanks are also cleaned by the
use of chemicals.

There is an online monitoring system where the batches of bottles are shown and once the batch
crosses a certain limit, an alarm is heard. Everyday almost one lakh bottles are passed through the
monitoring system. Moreover, in case there is a problem regarding the batch for example, the cap seal
of a particular bottle is not there or labeling is not done properly, the system records that and
immediately the production is halted. This is followed as per the Bureau Standards and if any mistake
occurs then the whole batch is discarded. This shows that the whole batch is replaced and stopped
which indicates high quality control. Even practically every 2 days testing and sampling of the water
and its bottles are done in the market and in their Quality Department to check in case anything is
wrong or not. In fact there is a quality checker under the quality department for the final checking done
of the water before it is entered the market. There is also a warehouse where the 20 litre bottles are
kept for 48 hours to allow the ozone to settle in it. This helps in prevention of any germs or harmful
chemicals and also purifies the water. The cost of quality undoubtedly is very efficiently taken care of
in BISLERI, there are times when the cost of quality increases i.e. in the rainy seasons the cost
increases because the water is purified twice than the normal seasons as sometimes the water might be
dirty due to the rains, bisleri doesn’t take any risks and does not compromise with their quality.
Online Monitoring System

Design
Creativity:
BISLERI has a separate creative department which promotes the different sizes of the bottles. They
have introduced new mountain water which is in hexagon shaped bottle and is a new up gradation done
by them. This helps in attracting new customers and creates a new sensation in the market. Also 2
years ago a new soda bottle was introduced which was named as BISLERI Fizzy bringing a huge
demand among customers. Moreover, the creative department has an expansion scheme which was
introduced in October 2008 which was a compact and ideal gift for the customer. This includes a
20litre bottle, 2 fridge bottles, 1.5 litre bottle and a

250 ml bottle with a fridge stand .This was experimented for a month and which resulted in the lot of
demand. Value Engineering is redesigning the product already existing. The redesigning of the bottle
has definitely taken place in BISLERI. Earlier they had a blue coloured bottle and then to bring in a
different change, BISLERI decided to redesign the bottle to green colour.
Old Bottle New Bottle
Labeling
Labeling plays a very important role BISLERI takes good care about the labeling as it tries to create
and come up with an exciting and attractive label as it will attract the customers; also labeling plays an
important role as it gives a lot of information about the product ; like what are the contents of a bottle
how

is it made what does it consist etc. Also labeling gives a lot of information about the product ie the
price of the product; manufacturing date; expiry date etc.
PRICE
Price plays as very important role as it is the only P which helps in getting revenue:
· Firstly one can explain the factors which affect the pricing decision ie.
- Price is directly related to
1. Demand
2. Competition
3. Break-even Point.
· Secondly, if there is a novel product or almost no competition, one can Go for higher price in the
beginning, make good profits to face
Competition and innovations at a latter date. - However if you are entering a competitive market your
entry price should be low to ensure big volumes to earn reasonable profits.
In the beginning BISLERI had no competition, so the price of BISLERI was high, gradually the
promoters dropped the price. - Buy Huge quantity at cheap rate, after confirming demand and sell at
cheap price, make them addictive, then gradually increase price)

BRAND PACKAGINGS PRICE (in Rs.)
Per bottle
BISLERI
20 litre 70/-
5 litre 50/-
1.5 litre 22/-
1 litre 18/-
500 ml 10/-
330ml 8/-
250 ml cup 5/-
Customer Delight
BISLERI is in the business to serve the customer. It deserves the best quality and presentation at a
worth of the price. They have world class quality, at the lowest production & distribution cost. This
makes them unbeatable leaders, and helps them in having satisfied loyal customers. BISLERI values
its customers & therefore have developed 8 unique pack sizes to suit the need of every individual. At
present they provide 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable
packs & 5L, 20L which are the returnable packs. For the customers bisleri has come up with a new
scheme called the “REDUMTION” scheme designed specially for the customers. In the Redumtion
scheme BISLERI provides for Rs 300 a 20lt BISLERI bottle, 2 fridge bottles, a 1.5l bottle, a 250ml
bottle and a fridge stand.
PLACE
BISLERI has a specific distribution channel which they follow:
Distribution Channel

From the manufacturing plant the bottles will come directly to the stockiest. Taking out the C&F agent
from the distribution channel, so as to increase the margin to other elements in the chain.
The whole MUMBAI area is been divided into 4 zones: SOUTH , WEST , CENTRAL and NORTH.
The total number of stockiest would be 12. In the area of SOUTH MUMBAI there would be 2
stockists, one in the area of FORT and other in the area of MUMBAI CENTRAL. In the case of FORT
it will require 5 distributors covering the area from DADAR to C.S.T and WADALA to C.S.T. The
other stockiest at MUMBAI CENTRAL will require 2 distributors to cover the area from DADAR to
CHURCHGATE.

In the area of west MUMBAI there would be 3 stockists in the area of ANDHERI, BORIVALI &
VIRAR, Covering the area from MAHIM to DHANU road. In the area of Mahim to Andheri 5
distributor would be there, In the area of Jogeshwari to Dahisar 5 distributor would be there, in the area
of DAHISAR to DAHANU road 4 distributor would be there. In the area of CENTRAL MUMBAI 4
stockists would be needed. The stockiest would be in GHATKOPAR, KALYAN, AMBERNATH, and
TITWALA. The stockist in the GHATKOPAR would cover the area between MATUNGA to
MULUND. The stockiest in KALYAN would cover the area between THANA to KALYAN and it
would require 3 distributors. The stockist in AMBERNATH would cover the area from KALYAN to
KARJAT. A stockiest in TITWALA would cover the area from KALYAN to KASARA and would
require 3 distributors. In the case of NORTH MUMBAI there would be 3 stockists. It would cover area
of PANVEL, URAN, ALIBAUG, PENN, MAHAD, and VASHI. In the area of PANVEL stockiest 3
distributor would be needed and in the area of MAHAD stockist it would require 3 distributor and
same is the case with Vashi.
In the case of KHOPOLI and ALIBAUG direct water would be supplied to the distributors.
Promotion
Positioning : Playing Safe
Target audience : Health and hygiene conscious people Personality : Guardian, Authoritative, Reliable
Punch Line : “Play Safe” To keep your company humming with profitable work, it’s vital to advertise
your services. Your company is going to require the maximum exposure you can afford. This constant
exposure will alert potential customers who you are and where you are when they need a sign. By
positioning YOUR name at their fingertips and even literally displaying it in front of their eyes, they’ll
call YOU for identification products and services.
There are all types of promotion. They range from direct mail, word of mouth, advertising in
newspapers and telephone directories to radio and T.V. spots, cold calls and telemarketing. Whatever
the medium, consider the cost. Advertising will usually is an expense that remains in your budget.
Bisleri follows different promotion strategies and uses different ways to promote their product like
Advertisements.Advertisements are paid and and electronic way of communication ie to convey the
message to the customers, bisleri comes up with different and attractive advertisements on televisions
and cinema halls to attract customers today

advertisements really attract the customers and by looking at the attractive advertisement people buy
the product more. Direct Mail Direct mail is an avenue of promotion that targets a definite audience
with a specific letter, brochure, or offer. Different potential customer groups have
various needs that can be “bull’s-eyed” with a distinct service or product. For instance, we can draft a
personalized letter to hotels, gyms, canteens and a different message to offices. In hotels where
consumption of water is more as compare to the office so we can give them additional discount and
better services compare to the office. In the case of the office where we there is less
consumption of water and less availability of space we can promote our 5-litre jar, 10 litres jar and 20
litre jars. The brochure or letter should contain information about our product, which we
want to target and which is different and better than other product. In case of bottled water we can
differentiate our product than other through the quality of water, price, packaging, service that is very
important. In a country like India where religion and festival play an important role in one’s life, we
can send post cards or greeting cards to not only our own customer but also to the prospective
customer. Building and Vehicle Identification Our OWN signs are an advertisement in them. For
example a van or a tempo which is green in color, than all know that it is BISLERI cargo service’s van
or tempo, same in the case of coca- cola it is red color and blue in case of Pepsi.

Price packs
A banded pack is two related products banded together for example: toothpaste and toothbrush. In the
case of summer where in India the climate is very humid and hot, and consumption of water is also
high, so in that case with the purchase of every one 1 litre bottle a free cold tissue paper can be
provided.
Tie-in-promotions
In this case where two or more brands or companies team up to increase pulling power. Nowadays
there is a craze of Sikkim super lotto so with a purchase of every 20 litre jar the ticket will be available
at RS.5. But today frankly bisleri is recognized by the punch line ‘PURE N SAFE’ it has established
itself so well that there is no need of any promotion as whenever a person goes to buy a bottle of
mineral water he says ‘GIVE ME A BISLERI’ and does not say give me a bottle or mineral water
SEGMENTATION
The mineral water market is segmented according to the type of consumers: Foreign Tourists
Foreign tourists have been the main consumers of the mineral water as they face a lot of digestion
problems due to different food habits. Domestic Tourists
Domestic tourists have switched to mineral water mainly because of safety and hygiene factors.

Fashion Conscious Like soft drinks, drinking mineral water is also considered fashionable by some
people. The mineral water consumer is mainly in the age group of 20-35 years and is an educated
middle class person. This is also the segment of fruit drinks, which have usually been positioned as fun
and health drink for young adults. The mineral water market is also segmented along pack sizes: One
litre bottle This is meant to spell safety and security for consumers. It is positioned on a prestige
platform for the achiever segment - who like to make a fashion
statement by drinking mineral water. This segment gets the maximum sales. 500ml bottle
This size has been introduced in the market to target the individual and local travelers.
PET bottles
The size of the PET bottles varies from 10 to 20 litres. These are mainly for institutional sales
(Wedding parties, Hotels, Corporate, etc.)
CONSUMER HABITS AND PRACTICES · Consumers are growing more health conscious and are
more careful of their drinking habits.

· Brand loyalty is very low as all the products taste the same so they can buy just any product which is
on the shelf, same as that of soft drinks and fruit beverages.
· Availability in the chilled form and brand awareness plays a crucial role in purchase decisions.
· While there is no aversion to consumption of mineral water by any age group, this product is mainly
consumed by the people in the age group of 20- 35 years who have less attraction of soft drinks or
other synthetic drinks whereas youngsters look in for soft drinks and fruit beverages to quench their
thirst.
· Visibility is another factor that should be taken care of by the companies as consumers are not very
brand loyal and consume whatever is in front of them. 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 waterborne
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.
Thus, for the aerated beverages bottled water offers a potential threat. Moreover, increasing
urbanization, causing declines in tap-water quality, can also explain the popularity. Because it is
untreated, natural mineral water is perceived as “natural” by city dwellers looking for genuine
products. 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.

STRENGTH
1. QUALITY STANDARD:-
Every bottle of BISLERI is put through a rigorous Multi stage purification processes which includes
micron filtration and ozonisation. It acquires 6 stages of purification processes which ensure quality
water which is pure and safe for drinking purpose. Good manufacturing are the strength all the time
processing in religiously monitored at every stage.
2. TRUST FOR BRAND:-
More than 50 lakhs people trust the BISLERI. They buy only BISLERI water because it has became
generic name for mineral water. For example: - When people go to buy the mineral water many of
them ask for BISLERI, even though they get other brand.
3. LARGE RANGE OF PRODUCTS:-
BISLERI offers a large range of products which attracts consumer of all categories. For example:- 1
litre or 500 ml pack is useful for individual buyers, 12 litres or 20 litres Marketing of maineral water-
Bisleri is useful for organization. Therefore it attracts large number of customer.
4. MARKETING:-
BISLERI is promoted by an aggressive print & TV. TV is backed by a Hoarding & point – of – sale
material. Every interface with customer is used as an opportunity to reinforce.
For example: - All vehicles used for supply have been painted
in light green, bears the BISLERI logo & sport catchy baseline
likes “drink and drive”.
5. DISTRIBUTION SYSTEM.
With little belief in the distributor system, the company leverage its large fleet of truck to supply
bottled water directly to retailers through a system called ‘Route Selling’ where the driver of truck is
trained to be a service person. This ensures that water supplied is fresh and bottles are in good shape.
BISLERI has more than 80,000 outlets in the country.

6. EXPERIENCE OF MR.CHAUHAN (M.D OF BISLERI)
From the vast experience of marketing Gold Spot and Thums Up, Mr. Chauhan knows that distribution
plays a crucial role in the successful marketing of bottled drinks. He knows that making fresh water
available within a particular period of time is crucial for its success. He is pursuing a multipack and
multi- price strategy.
7. BULK – SEGMENT IS USEFUL FOR HOUSEHOLDS

ALSO:- Households in certain parts of the country spend a huge amount of money on fuel in order to
purify the water. They are supposed to buy the impure water and then they have to spend money to
purify it. For instance the water scarce south people spend large some of money to buy water and still
more to purify it. The 12 litre product is hit in various cities of south.
8. GROWING POPULARITY:-
The popularity of BISLERI is increasing rapidly day by day. People in the market when it comes to
mineral water a person goes to any shop and asks for BISLERI as
his/her first preference. BISLERI is seeing a growth of almost

50% per year. With the small pack being popular among individuals user its bulk pack is also
generating the huge demand which is capturing the market for BISLERI. Today 60- 70 % of total
income of BISLERI comes from its bulk segment and the company is planning to increase it up to
80%.
9. THE BREAK AWAY SEAL:-

Keeping in mind the consumers need to recognize a genuine product that cannot be tempered with. The
unique cap has been patented and cannot be duplicated. This technical strength ensures that the
consumer will only get a high safe product when they will drink BISLERI.
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 consumer at very affordable price.”
RAMESH CHAUHAN
(M.D. OF BISLERI INTERNATIONAL PVT LTD)
WEAKNESS
1.METHOD ADOPTED FOR DISTRIBUTION:-
THE ‘ROUTESELLING’ policy adopted by BISLERI for distribution is more expensive than more
commonly followed method of appointing distributors in different towns. This reduces the profit of
company. The dealer margin is reduced due to this .therefore not many dealer keeps BISLERI in many
areas. Indirectly this is reducing the coverage of BISLERI.
2. REUSE OF BOTTLE BY LOCAL SELLERS AND ILLEGAL

MANUFACTURERS:-
Market research conducted by BISLERI revealed that the other overriding concern for this set of
buyers is the tampering of seal and the reuse of bottles. Many have witnessed used bottles being
refilled at railway stations. This deteriorates the brand image of BISLERI.
For example: - local sellers fill the bottle of BISLERI with impure water and the bottles are purchased
by illiterate customers as BISLERI water but they buy water of low quality. In this way brand of
BISLERI gets affected.

3. FAULTS IN PRODUCTION:-
Tests conducted by various authorities shows that it contains pesticides. In 2002 the 2cm long insect
was found in the bottle of BISLERI. This has affected its sales and reputation. The license of its two
factories one at Noida and other at Bangalore has been cancelled because of fault in production.
4. PRESSURE BY GOVERNMENT AUTHORITY:-
After insect was found in the bottles, FDA (Food & Drug Adulteration) has cancelled the production
of BISLERI. Afterwards it was allowed to resume it but in this period its customer were moved
towards other products. It is constantly under check by various authorities.
5. NOT MEETING THE DEMAND OF THE CUSTOMER:-

In certain parts of south in our country big bottles of BISLERI are in huge demand but the company is
unable to meet the demand of the consumers. This is affecting the demand for the product. So People
are forced to use other brands of mineral water.

OPPORTUNITY
1. FAST GROWING FIELD:-
The best beverage for India in the new millennium seems to be water. In recent years, the bottled
drinking water market has been witnessing high decibel level of activity, with a host of new entrants.
The bottled water market which worth Rs. 1000 crore is expected to be Rs.
5000 crore by 2010. This will increase a lot of scope for bottled water market.

2. BISLERI CAN UTILISE ITS DISTRIBUTION CHAIN:-
With BISLERI becoming a generic name for bottled drinking water. If company can manage the
distribution chain of the product to make it available where the consumer needs it the most, the
company may well succeed in his gamble with water. For this the company can connect it with dealers
and other distributors who will market the products for them all around the world.
3. EXPANSION IN EUROPE:-
The launch of BISLERI in the European market on 4th September, 2003 has created a lot of scope for
BISLERI in the field. This will also compensate the deterioration of image; BISLERI has suffered
after insect was found in the bottle. It will silence the critics and it will also increase the faith of the
customer for the brand. It will create an international brand image and the quality will increase.
4. LAUNCH OF PREMIUM PACK:-
The company also has its premium product range. This is prepared keeping 5-star hotels and other
premium customer. This pack will be sold at Rs. 20 per litre. This will give a tough competition to the
EVIAN, the biggest

player in the premium water range which sells its 1 litre water at a hefty of Rs.85 per litre.
5. CHANGE OF IMAGE:-
The company has changed the colour of the product. It has changed from blue to green. By changing
the colour, the company has provided a new product to the consumers; they will be getting a new and a
refreshing product.
6.INCREASE IN PRODUCTION:-
BISLERI is eyeing the Market and is in the process of increasing the production by setting 4 new
plants adding to its 23plants. This will increase the production capacity of the company.
THREAT

1. MARKET IS EYED BY THE BIG PLAYERS:-
The growth of the market indicates the need for the mineral water. Due to this the heavy weights are
eyeing the market. Coke, Pepsi, Britannia, Nestle, Auswater—is keen on raising their stakes in this
market. With the cut throat competition between Coke and Pepsi, BISLERI is not safe.
2. ENTERING OF NEW PLAYERS:-

To get some share in the market many new players are entering in the market. Among them major
names are Godrej, which is launching its product AQUA-PURE
and Tata-Tea is looking forward to but Himalayan, this will increase the competition. Also Britannia
which is distributing EVIAN is planning to launch its own brand. There are also new entrants ATCO
with BRILLIANT water, DS FOODS with CATCH are also coming. Even Hindustan lever is planning
to enter intothe market. This is give a tough competition to the current water brands including
BISLERI.
3. WATER FILTER MANUFACTURERS:-

BISLERI is not only getting competition from mineral water maker but is also facing a tough
competition from various water filter manufacturers such as Eureka Forbes (Aqua guard). They have
been marketing there purifiers in the market which has decreased the sales of bottled
water supply to homely customers.

4. ILLEGAL MANUFACTURERS:-
Company is facing a tough competition from illegal manufacturers in the rural areas. The illegal
manufacturers provide water at a very cheaper rate then the branded manufacturers. There are 1000’s
of illegal manufacturers which are providing the water at a very cheaper rate. This is a serious problem
for branded manufacturers. This companies also use the fake name of branded bottled water i.e.
BISLERI and supply their products in the market.
5. STRONG DISTRIBUTION CHANNEL OF THE OTHER

MANUFACTURERS:-
Analysts feel that BISLERI’S break away seal will not at all be effective the company having strong
distribution channel will only survive. This rings the warning bell for BISLERI because among other
players Kinleyand Aquafina are having a strong distribution network of Coke and Pepsi. Nestle will be
banking on its chocolate distribution network. Even though the BISLERI has a strong networks but its
concentration on bulk segment can lead to improper network. For example: - A chemist who is selling
the 1 litre pack may not sell the 20 litre pack. This could disturb the network.

6. NEW GOVERNMENT POLICY:-
For preparing 1 litre of mineral water 3 litre of ground water is required. Government was not charging
tax on the extraction of the ground water. Now by introducing the new policy government is going to
impose tax on the extraction of the ground water, this will increase the
production cost because of which the companies will be forced to increase the price which all
consumers’ of all categories can not afford. The companies can compensate the high production cost
by reducing their marketing expenses but this will keep the consumer unaware about the product. This
is also effect the quality of the bottled water.
MARKETING PRACTICES
Presently most of the players in the Indian market are selling their product claiming it to be mineral
water. All the players are vying to grab a few points of market share and they are trying to get their
brands endorsed by some or other authority. Recently Coca-Cola has got its brand, Kinley, endorsed
by the Federation of Family Physicians Associations of India (FFPAI) to create an image of being
recommended by doctors and thus of the product being safe and

healthy. Similarly other companies to claim to have purified their water “n” number of times to show
the superiority of their product. Many players are pitching their product against water purifier industry
by claiming their product to be superior to that purified by these water purifiers. Many players are
marketing on the price factor as well as the size factor. While others are focusing on particular target
segment. Overall different players are playing different tunes in order to establish their brands in the
market
COMPANY PROFILE
Known all over India as the brand that pioneered the concept of mineral water, bottled with its distinct
green label, today Bisleri is a household name.
History
Bisleri Bottle
The Parle group, founded by Jyantilal Chauhan, started manufacturing soft drinks in 1949, namely,
Gold Spot, Limca, Maaza, Thums Up and Citra. Bisleri, an Italian mineral water company, was
launched in India in the year 1965, and bought by Parle from the Italian entrepreneur Signor Felice
Bisleri in 1969. At this time Bisleri had been unable to market bottled water, and planned to exit the
market. However, the Parle group felt that no soft drink company was complete without soda. Bisleri
was initially used to launch both carbonated and non-carbonated versions of Bisleri soda. Bisleri soda,
though doing well, had to be discontinued, as Parle sold their soft drink brands to Coca-Cola in 1993.
After the sale to Coca-Cola, Ramesh Chauhan shifted the main focus to make Bisleri into a major
brand.
Major events concerning the Bisleri brand include: 1991- Bisleri economic 20-litre jar was introduced
to cater to homes and offices. 2006- Bisleri changed its brand colour from blue to green. 2006- Bisleri
mountain water from the Himalayas was launched. 2009- Bisleri ushered in the festive seasons with
250ml and 500ml packs. 2010- Bisleri stepped into the premium water category with Vedica - natural
mountain water from the Himalayas. 2011- A home-sized pack of 15 litres was introduced. 2011-
Bisleri Soda was launched. 2014- Bisleri launched an energy drink - Urzza. 2015- Bisleri changed its
packaging.
Stock keeping units (SKUs)
Bisleri has seven SKU’s under Bisleri Water, three under Vedica natural spring water and two under
Urzza power drink.
Bisleri purification process
The multiple stages of the Bisleri purification process is claimed to ensure that the water is free from
all forms of bacteria. Bisleri does not use the process of chlorination as it leaves carcinogenic residues
in water making it harmful. The journey of a Bisleri bottle begins from the source which is ground
water. This sourced water is treated with ozone, which helps destroy all the bacteria and viruses within
seconds. The water then goes through a sand filter which removes the coarse particles up to 30 micron
in size. The next filter is the carbon filter which helps get rid of any pesticides, color and odor from the
water. This water then goes through a process called reverse osmosis which removes the excess
quantity of salts and minerals from the water making it soft and drinkable. Minerals are then added to
the water to bring back the taste and goodness. Bisleri mineral water contains minerals such as
magnesium sulphate and potassium bicarbonate, which the company claims to maintain the body’s pH
balance and to keep the body fit and energetic. At Bisleri this purified mineral water is made to go
through a double ozonisation process before the filling to ensure no environment contamination
happens during the filling and the product can enjoy a long life. The product is then
The entire process involves zero human intervention giving no chance for external contamination. In
case of SKU’s such as the 20-litre jar, where the container is re-used, there is an additional process
followed. This process involves getting back the containers, conducting a human check for any
damaged or contaminated containers which are immediately crushed and sent for scrap. The usable
containers are washed and undergo an ozonisation process to purify them and make them safe for re-
use. The containers are then filled.
For other products at Bisleri, including Vedica and Urzza, similar production processes are followed,
with variations in technique according to the product's requirement.
PET used for filling Bisleri water
The bottles used at Bisleri are manufactured at the Bisleri plant itself to avoid any possible
contamination. Bisleri uses only Grade 1 PET bottles for its products. PET is safe for storing water and
can be 100% recycled after use. The bottles are made using preforms, which go through a blowing
process where the bottles attain the desired shapes and sizes. These bottles are then used for filling the
purified water and are then mechanically sealed and packaged.
Bisleri continues to innovate constantly, urged by the goals of the Aqua Green Revolution to provide
every Indian easy access to purified drinking water and to support initiatives that rejuvenate the Earth’s
natural sources of pristine drinking water.
OUR VALUE
Here are the set of values that form the core of who we are:
What makes us the largest brand of mineral water in India is the QUALITY we have to offer. We
want every person to have access to clean and affordable drinking water. And what drives us
towards this goal is our PASSION to constantly move from “Consumer Satisfaction” to
“Consumer Delight”.
We believe that a good LEADER controls the overall growth of a team. From treating all team
members with dignity, recognising their strengths to constantly keeping them motivated.
To come up with the best work, CO-OPERATION, effective communication within all team
members and TRANSPARENCY in every action is required. Any success without INTEGRITY
is as good as failure.
OUR TEAM
3
Chandigarh
Chennai
Delhi
Goa
6
7
Gujarat
Head Office & Mumbai
Hyderabad
10
North Bengal
11
Orissa
12
Rudrapur
13
Sahibabad
At the forefront of the Aqua Green Revolution is a team that constantly strives to
implement the stated goals while furthering the spirit of innovation and commitment.
Team Bisleri, guided by the vision and energy of Mr. Ramesh Chauhan,
is shaping the Aqua Green Revolution into a movement that will transform the lives of millions.
OUR PRODUCTS
Every Bisleri product you pick up comes with the three essential ingredients of quality, innovation and
value.
BISLERI
Synonym for mineral water in India, Bisleri comes in all shapes and sizes. So no
matter what you drinking water needs are, You can always count on us!
14
15
16
17
18
19
Every Bisleri product you pick up comes with the three essential ingredients of quality, innovation and
value.
VEDICA
Born of a clear spring, that gushes out from its Himalayan labyrinth. Vedica is the finest of what life
has to offer, taken to another altitude.
20
21
BISLERI SODA
Made with Bisleri water, Bisleri Soda gives a rocking kick to any drink its combined with.
Others call it a drink mixer, we call it the 'Rocktail Mix!'
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23
24
ADDITIONAL PRODUCTS
Compact, convenient to use, travel friendly and undoubted promising quality, we bring to you products
specially made to make life easier and better.
Stand & Faucet
To make your 20L jars easy to use, Bisleri introduces stands and push taps. Unlike Matkas and other
traditional water dispensers, these are convenient to use, require no maintenance and keep your jars
free from microbial contamination.
Ice Box
Say goodbye to your old thermocol ice boxes. Bisleri ice boxes made with plastic are durable, compact
and light-weight. These are perfect for both home and commercial use.
Chotu Cool
A perfect travel buddy for those long road trips, Bisleri Chotu Cool, with an in- built compressor
works like your own personal refrigerator on the go!
SWOT ANALYSIS
STRENGTHS
• Old and famous brand name
• Better packaging
• Effective distribution network
• Famous as pure & safe among consumer
• Good product mix

• Frequent quality checking
• Better management
• Give regular follow up to distributor
• Indian image
• Better sales force
• Sponsoring various cultural program
• Good intcentives to dealer
WEAKNESS
one liter packs which accounted for 50% of the company’s turnover has come down to 30 %. The two-
liter packs, which have practically disappeared from the shelves, have come down from 20 % to 5 %.
The growth has come from the 500 ml and the five-liter category, which account for 15 per cent and 36
per cent of turnover respectively.
Earlier, Bisleri was selling at a premium of Rs.12 for the same size. But beginning last year, it has
been selling its one- liter bottles at Rs.15 each. Aqua Minerals attributes the Price slashing to retailer
margins being on the higher side earlier.
The competitive Rs.15 price tag has been working well for the brand.
In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass marketing 20-litre
Bisleri bottles for an MRP of Rs.40. That works out to Rs.2 a liter. If the logistics, manufacturing and
distribution do fall in place, it could change the face of the purified water market for keeps.
OPPORTUNITIES
So far, bisleri has not used the franchising route very aggressively unlike Parle Agro’s Bailley which
has grown very fast using this route. He has around six franchisees in Mumbai, Delhi, Chennai,
Bangalore, Goa and Rajasthan. “We shunned this route so far because in most areas where we had no
presence, it was imperative that we did it ourselves. Now for further expansion we can afford to use
the franchisee route.”
THREATS
Bisleri will be taking the packs back and refilling them. But the packs cannot be sterilized since the
material used is PET and cannot withstand high temperature. So how can he ensure purity?”
We subject the bottles to chlorine washes, hot water washes and ozone washes before we refill the
bottles.
The company is betting on the home segment. The reason being that filters and water purifiers also
need to be cleaned periodically and still do not guarantee absolutely clean water. In order to service
this segment, the five liter packs are being pushed through the route of fat dealers (wholesale dealers)
who are retailers as well as stockiest and serve as supply points from where customers can pick up the
required quota. In future, consumers will be able to call the fat dealer and place orders for home
delivery of the five-liter pack. The company has so far appointed 180 such dealers. This is a high
turnover, low-margin retailer who does not keep a store but serves a similar purpose with other items
such as rice or wheat.
Marketing strategy
If the company has obtained an adequate understanding of the customer base and its own competitive
position in the industry, marketing managers are able to make their own key strategic decisions and
develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected
strategy may aim for any of a variety of specific objectives, including optimizing short-term unit
margins, revenue growth, market share, long-term profitability, or other goals.
To achieve the desired objectives, marketers typically identify one or more target customer segments
which they intend to pursue. Customer segments are often selected as targets because they score highly
on two dimensions: 1) The segment is attractive to serve because it is large, growing, makes frequent
purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and 2) The
company has the resources and capabilities to compete for the segment's business, can meet their needs
better than the competition, and can do so profitably. In fact, a commonly cited definition of marketing
is simply "meeting needs profitably."
The implication of selecting target segments is that the business will subsequently allocate more
resources to acquire and retain customers in the target segment(s) than it will for other, non-targeted
customers. In some cases, the firm may go so far as to turn away customers who are not in its target
segment. The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed
individuals because the business has made a strategic decision to target the "high fashion" segment of
nightclub patrons.
In conjunction with targeting decisions, marketing managers will identify the desired positioning they
want the company, product, or brand to occupy in the target customer's mind. This positioning is often
an encapsulation of a key benefit the company's product or service offers that is differentiated and
superior to the benefits offered by competitive products.
It is complete and an unbeatable plan designed specifically for attaining the marketing objective of a
firm. The marketing objective indicate what the firm want to achieve. The marketing strategy provides
the design for achieving them the linkage between marketing strategies and over all corporate success
is indeed direct and vital. Realizing the marketing objectives is the purpose of two generic categories .
1. Price based
2. Differentiation based
PRICE BASED MARKETING STRATEGY
a business that opts for the price route in its competitive battle will enjoy certain flexibilities in matter
of its product and use prices as main competitive level . it will price its product to suit the varying
competitive demands . it will be enjoying certain inherent cost advantages , which permits it to resort a
price based fight . the major forms where such cost advantage can occurs are economies of sale ,
absolute cost advantages ,. Benefits of early entry a large market share build over a time . it provides
freedom in the matter of pricing but after producing a particular product and getting stuck in the face
of the competition , one can not successfully opt for a price led strategy .
THE DIFFERENTIATION BASED STRATEGY
marketing strategy based on differentiation works on the principle that any aspect of the offer and any
activity of the firm can be made distinctive compared with the competiting offers. Right from
technology, plant location to post sale and service a company can perceptibly differentiate and many
buyer values. Companies usually choose those functions , Which give them the greatest relative
advantage.
Different firms adopts different strategy stances as their situational design differ-
Broadly strategy stances can be classified under three heads-

-
Offensive Strategy also known as confrontation strategy , is a strategy of aggression. A firm that is not
presently the leader usually employs it, but it aspires to leadership position in the Industry.
The leader who has the compulsion to defend his position against the confrontation of powerful
existing competitors or to dislodge the leader from his topmost position usually employs it.
A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a small
market segment for itself with unique products / services supported by a unique marketing mix.
FORMULATING THE MARKETING STRATEGY-
Formulating the marketing strategy consists of two main steps-
1- Selecting the target market-
It does not fully bring out the import of the inseparable linkage between the two. When the selection of
the target market is over an important part of the marketing strategy of the firm is already determined,
defined and expressed.
2-Assembling the marketing mix-
Assembling the marketing mix means assembling the four P’s of marketing in the right combination.
The firm has to find out how it can generate the best sales and profit. It plans different marketing
mixes with varying levels of expenditure on each element and tries to figure out the effectiveness of
each combination in terms of the possible sales and profit.
ADVERTISING CAMPAIGN:
While designing the advertisement campaign, it is necessary to keep in mind the opinion leaders.
Youth are the opinion leaders of the present time. And thus it becomes necessary to design the
campaign keeping the youth in mind. The opinion leaders would further trickle down the message to
the less active members of the society.
This is exactly what Bisleri is doing. Bisleri has started an advertisement campaign stressing the point
of purity and flaunting the patent right the company has over the breakaway seal. The company has
tried to put the message across louder, by using the ad campaign that catches the eye of everyone,
specially the youth.
CONTENT OF THE CAMPAIGN:
Bisleri that was looking for a differentiator decided to make the breakaway seal the symbol of purity.
The tamper-proof seal was developed, around which the communication was woven. The campaign
stresses the safety provided by the breakaway seal by illustrating the ease with which conventionally
sealed bottles can be refilled and recycled.
The objective with the campaign would have been to highlight the tamper-proof seal and create doubt
in the consumer’s mind of the purity of the other brands. That is, Bisleri is the only one that guarantees
purity and keeps you Safe.
To conclude: We find that new advertisement campaign of Bisleri is eye catching. This is what the
company should do. And also the company should make the message clearer to the customers that it
has the patent right over the breakaway seal. In the survey we found that the consumers are aware of
the breakaway seal but are not aware that the company has the patent right.
Apart from a high dose of investments on expanding bottling capacities and an ad budget that’s risen
six-fold over last year, if Bisleri wants to penetrate every possible segment of the market, it can do that
by introducing more pack sizes and establishing the brand strongly with trendy new packaging.
Apart from creating consumer pull with campaign, the company, to increase its sales would have to do
the sales push as well. For that it would have to give the retailers and other stockiest high trade
margins and incentives for keeping the product. This is very important in case of this product because
consumers would take up what is available to them at ease and whatever retailer is giving.
ADVERTISING CAMPAIGN OF BISLERI
Every brand needs a good advertising campaign to establish itself in the market. So it becomes very
imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand. Bisleri
started its game plan with the punch line of ‘Pure and Safe’ and used the same catch-line for
advertising. But with the advent of many new players, all claiming the purity, it became very
imperative for Bisleri to differentiate its product so as to stand out in the market. Bisleri found the
answer in ‘sealed cap bottles’. It claimed 100% purity. While the bottles of the other brands, it
claimed, could be refilled with ordinary, or even germinated water, Bisleri’s seal capped bottles
ensured the consumer of purity of water and single-used ness of the bottles. The ad showed a milk-man
and a child showering their buffaloes and filling the ‘so-called’ mineral water bottles with the same
water and packing them with the simple polythene seal and the consumer not knowing about the
‘purity’ of the water he is drinking. Next clip shows the Bisleri bottles being sealed with plastic caps
and ensuring the purity of water. The ad did work for Bisleri and it got its much needed product
differentiation.
CHAPTER:3
OBJECTIVE/SCOPE OF STUDY
The study was done primarily with the following objective in mind.
 To study the brands of Bisleri value of its products.

 TO Study the marketing Strategies of Bisleri in current Scenario.
 To Study the brand positioning of Bisleri.
 To assess the brand awareness of the Bisleri in the Mineral Water Segment.
 To find out the preference level of respondents regarding Bisleri Brand of Bottle.
 To know why people buy Bisleri and why some people prefer other company.
 To study the features of different brands that gives a good idea of various products and services
offered by the company.
 To understand the competitive environment in which the company is operating and is desired to
meet customer need and satisfaction.
 To provide useful information to the company about the product features of various competing
companies.
SCOPE OF THE STUDY
 Bisleri is spreading its wings and widening its business horizon to reach and serve customers at
new centers in the year ahead. The company services are backed by a highly motivated and
technology driven team to achieve customers need, product expertise and geographic reach.
 The study is oriented towards the concept of different brands offered by Bisleri and its
competitors to its customers. The company has endeavored to move fast in providing market
solution, which maximize customer needs and convenience, using multiple delivery channels in
composing the agency network, service centers, lower service cost and increased efficiency.
CHAPTER:4
RESEARCH METHODOLOGY
• RESEARCH DESIGN
Designing of the research is done mainly to solve the problem of getting the various stages of the
research under control. This control factor is very important for the researcher during any of the
research operation. Preparation of the design for the research forms a very critical stage in the process
of carrying out some research work or a research project.
Research Design in general terms can be referred to as the scheme of work to be done or performed by
a researcher during the various stages of a research project.
With the help of the research design, one can very easily handle and operate research work as research
design acts as a working plan, which is made by a researcher even before he starts working on his
research project. By this, researcher gets a great help and guidance in achieving his aims and goals.
• TOOLS FOR DATA COLLECTION
 Bar chart (Bar charts will be used for comparing two or more values that will be taken over
time or on different conditions, usually on small data set )
 Pie-chart (Circular chart divided in to sectors, illustrating relative magnitudes or frequencies)

CHAPTER:6
DATA ANALYSIS AND INTERPRETATION

The data given below was based on the questions which are asked during the survey.
Q.1. How you aware about Bisleri?
Table No. 1:
No. of Respondents Percent
TV Ads 33 33.0
Existing customers 21 21.0

Magazines 24 24.0
Friends 12 12.0
Internet 10 10.0
Total 100 100.0
GRAPH No.1:
100 100%
80 80%
60 60%
40 33 33% 40%
21 21% 24 24%
20 12 12% 10 10% 20%
0 0%
TV Ads Existing Magazines Friends Internet
customers No. of Respondents Percent
Interpretation: From the above graph shows that 33% of the respondents came to know of Bisleri
through TV ads, 24% of the respondents through magazines,21% of the respondents through the
existing customers and 12% of respondents from friends,10% of respondents through internet. The
above graph explained that majority of respondents are TV ads and Magazines.
Q.2. How Customers are aware of Bisleri?
Table No. 2:

Ads 33 33.0
Existing customers 21 21.0

Magazines 24 24.0
Friends 12 12.0
Internet 10 10.0
Total 100 100.0
GRAPH No.2: showing How Customers are aware of Bisleri:
100 100%
90 90%
80 80%
70 70%
60 60%
50 50%
40 33 33% 40%
30 21 21% 24 24% 30%
20 12 12% 20%
10 10%
10 10%
0 0%
TV Ads Existing Magazines Friends Internet
customers
Interpretation: From the above graph shows that 33% of the respondents came to know of Bisleri
through ads, 24% of the respondents through magazines, 21% of the respondents through the existing
customers and 12% of respondents from friends, 10% of respondents through internet. The above
graph explained that majority of respondents are ads and Magazines.
Q.3. What is your perception about Bisleri?
Table No. 3: Showing Customer Perception about Bisleri:
Particulars Number of Respondent Percentage
BEST 43 43%
GOOD 26 26%
ORDINARY 17 17%
NO COMMENT 0 0%
POOR 14 14%
WORST 0 0%
POOREST 0 0%
TOTAL 100 100%
GRAPH No.3: Showing Customer Perception about Bisleri

100 100.00%
90 90.00%
80 80.00%
70 70.00%
43.00%
60 60.00%
43
26.00%
50 50.00%
17.00%
40 40.00%
14.00%
26
30 30.00%
17
14
0.00%
0.00%
0.00%
20 20.00%
10 10.00%
0
0 0.00%
Number of Respondent
Interpretation:
The above graph reveals that best perception comes from 43%, 26% have good perception about the
Bisleri and rest by 17% have ordinary ,14% have poor perception.
Q.4. What is the standard of water in Bisleri?
Table No. 4: Showing result about standard of Bisleri:

Particular Number of respondent Percentage
Excellent 12 12%
Better 32 32%
Good 23 23%
No Comments 08 8%
Poor 23 23%
Worst 2 2%
Poorest 0 0%
TOTAL 100 100%
GRAPH No. 4: Showing result about standard of Bisleri:
100 100%
90 90%
80 80%
70 70%
60 60%
50 50%
32%
32
40 40%
23%
23%
23
23
30 30%
12%
12
20 20%
8%
8
2%
0%
10 10%
2
0 0%
Good
Worst
Better
Excellent
Poor
Poorest
No Comments
Number of respondent Percentage Column1
Interpretation: The above graph showing the standard of Bisleri.12% customers says the standard is
excellent, 32% says better, 23% says good standard, 8% no gave any comment on this but 25%
customer says the standard is poor or worst.
Q.5.: On the basis of price and feature comparison, is Bisleri economical?
Table. No.5: Showing is Bisleri are economical according to its price and features:
PARTICULARS No. of respondents percentage
Extremely Agreed 20 20%
Highly agreed 30 30%
Agreed 25 25%
No Comments 12 12%
Disagreed 13 13%
Highly disagreed 0 0%
Extremely disagreed 0 0%
GRAPH No. 5: Showing is Bisleri are economical according to its price and features:
100 100.00%
90 90.00%
80 80.00%
70 70.00%
60 60.00%
30%
50 50.00%
25%
30
20%
40 40.00%
25
13%
20
12%
30 30.00%
13
12
20 20.00%
0%
0%
10 10.00%
0
0
0 0.00%
Highly agreed
Disagreed
Agreed
Extremely disagreed
Highly disagreed
Extremely Agreed
No Comments
No. of respondents
Interpretation: The above graph showing is Bisleri are economical. 20% of public is extremely
agreed with this statement, 30% is highly agreed, 25% is agreed and rest of peoples answer is negative.
Q.6. In term of quality, what is the status of Bisleri?
Table No.6: Showing the quality of bisleri:
Particulars Number of Respondent Percentage
Excellent 17 17%
Better 47 47%
Good 21 21%
No Comments 2 2%
Poor 3 3%
Worst 7 7%
Poorest 3 3%
GRAPH No.6 : Showing the quality of water:
100 100.00%
80 80.00%
47%
47
60 60.00%
21%
17%
40 40.00%
21
17
7%
20 20.00%
3%
3%
2%
7
3
3
2
0 0.00%
Good
Worst
Poor
Better
Excellent
Poorest
No Comments
Number of Respondent
Interpretation: Above graph showing the performance of Bisleri in regards of quality. 17% public
says its quality are excellent performance, 47% says better and 21% says good rest of says not good or
poor.
GRAPH No.7 Rating of Bisleri:
Sales
Strongely Disagree Disagrere No Comments Agree Strongly Agree
12%
10%
29%
38% 11%
Interpretation:
The ratings that 29% of strongly agree and 10% disagree , 12% say strongly disagree and 11%dont
have comments, 32% agree to the ratings.
Q.8. Do you watch television?
Table No.7:
Yes 93%
No 7%
GRAPH No.8:
7%
YES
NO
93%
Interpretation:
93% of the samples are watching T.V. 53% of the samples is watching T.V programs through online
portals. 93% are reading newspapers and 74% are reading news papers through online portals.
Q.9.Do you watch television programs through online?
Table No.8:
Yes 53%
No 47%
Graph No.9:
47% Yes
53% No
Interpretation
93% of the samples are watching T.V. 53% of the samples is watching T.V programs through online
portals. 93% are reading newspapers and 74% are reading news papers through online portals.
Q.No.10:Do you read Newspapers?
Table No.9:
Yes 93%
No 7%
Graph No.10:
7%
YES
NO
93%
Interpretation
93% are reading newspapers and 7% are reading news papers through online portals.
Q.No.11.Do you read the News through online?
Table No.10:
Yes 74%
No 26%
Graph No.11:
26%
YES
No
74%
Interpretation:
74% are reading news papers through online portals.

CHAPTER:6
FINDINGS OF THE STUDY

FINDINGS OF THE STUDY
1. The above graph reveals that 48% of the respondents opt Bisleri for Good, 31% of respondents
for the need on the regular bases,11% of the respondents opt for Quality, and 10% of the
respondents opt Bisleri for the services.
2. From the above graph shows that 33% of the respondents came to know of Bisleri through ads,
24% of the respondents through magazines, 21% of the respondents through the existing
customers and 12% of respondents from friends, 10% of respondents through internet. The
above graph explained that majority of respondents are ads and Magazines.
3. The above graph reveals that best perception comes from 43%, 26% have good perception
about the Bisleri and rest by 17% have ordinary ,14% have poor perception.
4. The above graph showing the standard of Bisleri.12% customers says the standard is excellent,
32% says better, 23% says good standard, 8% no gave any comment on this but 25% customer
says the standard is poor or worst.
5. The above graph showing is Bisleri are economical. 20% of public is extremely agreed with
this statement, 30% is highly agreed, 25% is agreed and rest of peoples answer is negative.
6. The ratings that 29% of strongly agree and 10% disagree , 12% say strongly disagree and
11%dont have comments, 32% agree to the ratings.
7. 93% of the samples are watching T.V.
8. 53% of the samples is watching T.V programs through online portals.
9. 93% are reading newspapers and
10. 74% are reading news papers through online portals.
CHAPTER:7
SUGGESTIONS
SUGGESTIONS
authenticity to the product.
class group visits, as they are the potential customers. Place like departmental stores, petrol pumps and
super bazaars can also be considered.
difference between mineral water and filter/purified water and to tell the people how mineral water is
more hygienic than filtered water/purified water.
aware people the cost benefit analysis to the customer of how the mineral water would cost less
and benefit more, because people using purifier system cost too much.
CHAPTER:8
LIMITATION
LIMITATION
• A small segment of the market has been covered for the research purpose, so the conclusion cannot
be generalized.
• The data collected cannot be free from errors, since some of the respondents failed to give correct
information.
• Study accuracy totally based upon the respondents response.
• Stipulated short span of time for doing research.

CONCLUSION
Bisleri have developed 8 unique pack sizes to suit the need of every individual. It is also present in
250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which
are the returnable packs.
The soft target
Selling bottled water requires constantly expanding the market. The company should also target the
market for soft drinks. All the soft drinks addresses three issues: fun, thirst and refreshment followed
by status to some degree. The thirst and the status value of the mineral water are well accepted. There
is very little the mineral water brands can do to add the fun element around the product. Again here, it
becomes important for the company to have a good distribution network. It should be understood that
if the mineral water is easily available everywhere then it can be said with confidence that it would be
able to replace the soft drinks as thirst quencher. If we try and look at the reasons that why consumers
buy soft drinks as thirst quenchers: we would find the answer as that either water is not available or if
it is available then safety is not assured. Therefore, backed by a good distribution network mineral
water industry can grow at a rapid rate.

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CHAPTER-1

2. Dissolved impurities - chemical.

3. Imbalance of Mineral Content.

Around 1989, drinking water became an issue again.

Gabriel R. Kassenga (2007) conducted a study on “The health-related microbiological quality of

6 STAGES OF WATER TREATMENT PLANT:

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

7. BULK – SEGMENT IS USEFUL FOR HOUSEHOLDS

Marketing of maineral water-Bisleri

9. THE BREAK AWAY SEAL:-

Marketing of maineral water-Bisleri

2. REUSE OF BOTTLE BY LOCAL SELLERS AND ILLEGAL

Marketing of maineral water-Bisleri

5. NOT MEETING THE DEMAND OF THE CUSTOMER:-

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

2. ENTERING OF NEW PLAYERS:-

3. WATER FILTER MANUFACTURERS:-

Marketing of maineral water-Bisleri

5. STRONG DISTRIBUTION CHANNEL OF THE OTHER

Marketing of maineral water-Bisleri

Marketing of maineral water-Bisleri

Stock keeping units (SKUs)

PET used for filling Bisleri water

Head Office & Mumbai

Stand & Faucet

• Old and famous brand name

• Effective distribution network

• Famous as pure & safe among consumer

• Good product mix

• Give regular follow up to distributor

• Better sales force

• Sponsoring various cultural program

• Good intcentives to dealer

PRICE BASED MARKETING STRATEGY

THE DIFFERENTIATION BASED STRATEGY