Project on

Bisleri
Advertising and brand management
Submitte to:- Submitted by:-

Prof. Rakashita Maam Kundal singh Chodhary

Giriraj Verma

M.B.A. 3rd sem (A)

Contents

 Company profile
 Journey till now
 Overview of Bisleri
 Analysis of Old Ads
 New ad

Company Profile
Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties -
bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice
Bisleri who first brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the
brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET
containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over
has multiplied more than 20 times over a period of 10 years and the average growth rate has been around
40% over this period. Presently we have 8 plants & 11 franchisees all over India. We have our presence
covering the entire span of India. In our future ventures we look to put up four more plants in 06-07. We
command a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that
we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When
you think of bottled water, you think Bisleri.

We at Bisleri value our customers & therefore have 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 our commitment to offer every Indian pure & clean drinking water. Bisleri Water is put through
multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent
quality controls has made us a market leader in the bottled water segment. Strict hygiene conditions are
maintained in all plants.

In our endeavour to maintain strict quality controls each unit purchases performs & caps only from
approved vendors. We produce our own bottles in-house. We have recently procured the latest world class
state of the art machineries that puts us at par with International standards. This has not only helped us
improve 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 !

The journey till now

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then.

Early-1980s: Shifts to PVC bottles. Sales surge

Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.

1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs 400 crore.

1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.

2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.

1998: Introduces a tamper-proof and tamper-evident seal.

2000: BIS cancels Bisleri's licence of a water bottling in Delhi since some of the bottles did not carry ISI label; the
licence is restored one-and-a-half months later.

2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinley's marketshare at 35.1 per
cent compared to Bisleri's 34.4 per cent.

2003: Bisleri says it plans to venture out into Europe and America to sell bottled water

Overview
According to the Bureau of Indian Standards there are 1,200 bottled water factories all over India (of which 600 are
in one state -- Tamil Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and
are hard selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy
taglines.... In such a scenario, The Strategist takes a look at how it all started -- with Bisleri -- and how Ramesh
Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prerna
Raturi:

Can I be honest? When we bought Bisleri mineral water from the Italian company, Felice Bisleri, in 1969 -- the
company had been unable to market bottled water and wanted to exit the market -- we too did not see any potential
for the product at that time.

As a soft drinks company, we had Thums Up, Gold Spot and Limca (cola, orange drink and lemonade) but no soft
drink company was complete without a soda. So we merely used the name and launched Bisleri soda with two
variants -- carbonated and non-carbonated mineral water.

But three decades ago, what could we say about a category that had no market? We didn't know our target group.
Then, since bottled water is colourless, 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 captured the international essence and showed a butler with a
bow tie, holding two bottles of Bisleri.

The punchline was, "Bisleri is veri veri extraordinari" (the spelling of the punchline was designed to capture the
consumer's attention). The campaign was successful and we were 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-mid-1980s when we switched to PVC packaging and
later to PET bottles. The PET packaging did not just ensure better transparency -- we could now show sparkling clear
water to the consumers. It also meant better life for the water.

Meanwhile, Bisleri soda was doing well but we had to discontinue production as we sold our soft drink brands to
Coca-Cola in 1993. But my interest was in building brands and not in bottling soft drinks. That's when I 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. It was similar to what Europe faced before World War II. 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.

Initially, though bottled water was something only foreigners and non-resident Indians consumed, we still had to
increase the distribution, which meant the dealer margins reduced. And because of limited sales, the dealer margin
had to be kept high to compensate low sales. Now we had to push sales.

But to reach out to the masses, we had to make the category more affordable. The introduction of a comfortable-to-
carry 500-ml bottle for just Rs 5 in 1995 not only answered that need, but also meant doing away with carrying the
excess water or throwing it away if you were to buy a one-litre bottle.

The idea was a success and gave the company a growth of 400 per cent. We also introduced the 1.2 litre bottle in
2000, which was aimed at those who share their water. This also gave us the advantage of higher margins that a
crate (12 bottles) generated.

With other brands joining the fray, things were hotting up -- the bottled-water market was estimated at Rs 300 crore
(Rs 3 billion) and was growing at 50 per cent a year. Bisleri had captured 40 per cent of the market.
We realised it was time to move to the next level -- the bulk segment. Several commercial establishments had no
access to piped water. We tapped into this segment by introducing the 12-litre container, followed by the 20-litre can.
The bulk segment also helped bring down the price per litre from Rs 10-12 a litre to about Rs 3 a litre.

At present, the bulk segment constitutes 60 to 70 per cent of our sales and we intend to increase it to 80 per cent in
the next two years. With water scarcity in several cities, even households are demanding bottled water now.

The home pack was made more user-friendly by introducing pouring spouts and jars with dispensers. At the same
time, we were constantly looking for new ways to tap the market. We noticed that during wedding receptions, the
older guests (above 50 years of age) generally stayed away from ice cream, soft drinks and so on.

Hence, we introduced free sampling of Bisleri at the tables where the elderly guests would sit. Soon customers were
ordering bottled water on special occasions. Currently, the consumption of bottled water is far in excess of soft drinks
on such occasions.

The other major challenge was distribution. I still have the mindset of a soft drink seller. Soft drink sales are in glass
bottles and the distribution model is built around picking up empty bottles and getting them back to the factory. That's
not the case with the retail bottled water packs (below 2 litre). But a product that's not available where it's needed, is
useless.

The number of outlets where Bisleri is available has increased from 50,000 in 1995 to 2,00,000 at present. But that is
not enough -- we need to keep looking for different avenues. Take stationery shops and chemists, for instance. They
don't keep soft drinks but sell Bisleri. That is the kind of exclusivity we look for to get ahead of the distribution network
that soft drink companies talk of.
Analysis OF Advertisement
First Ad

Released: March 1999

Brand
Aqua Minerals
name:

Product: Bisleri Mineral Water

Ambience
Agency:
Advertising

Country: India
Positioning in the market

AS a best mineral water in india having number 1 position. A unique manufacturing process using added minerals
Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal nestled in the vast
Shivalik Mountain ranges.

Objective of the campaign

To create customers awareness towards the product . and hence targeted middle income level population through
this ad. Ad shows dat Mineral water even reach to lower class people.
Second Ad

Released: March 1999

Brand
Aqua Minerals
name:

Product: Bisleri Mineral Water

Ambience
Agency:
Advertising

Country: India

Positioning in the market

To establish a brand with respect to others brand

Objective of the campaign

The campaign shows the demand for the BISLERI water in the market by showing the person carrying bisleri cans .
Third Ad

Released: August 2001

Brand
Parle Exports
name:

Product: Bisleri Mineral Water

Ambience D'arcy
Agency:
Advertising

Country: India

Positionito ng in the market

To establish a brand with respect to others brand

Objective of the campaign

To create band image and value. Thorugh this ad company has targeted the youth segment and named “play safe”
campaign

New Ad

Punch Line –

“More the taste greater the thrust”

Concept :-
In this ad we are showing the populaity of the bisleri water on earth as bisleri manufactures its product all over the
world.hence the sale and demand of bisleri water is at boom.