It is all about the Indian bottled water industry growth and the projected expansion of the sector in India supported on the facts collected from secondary data: official web sites, articles etc. After analysis of the information which we collected from different sources we have suggested a plan for next year which may increase the performance of the product and market share also. OBJECTIVES The main objectives of this research are as follows:. To find out different strategies by which Bisleri can retain and also extend its market presence. To find out the future development in this sector. At present, Bisleri is a market leader in manufacturing bottled water. It currently holds a 60% share in the sector, way ahead of its competitors namely Aquafina and Kinley.
While the industry is a growing at 10-12% every year, it has been observed that Bisleri has been growing at 35-40% every year. The current bottled water industry is valued at Rs 1200 – Rs 1500 Crore. (Bhushan, 2008) Bisleri does not run all the manufacturing units on its own. Of the 54 plants where it manufactures bottled water, only nine of them are owned by Parle. The rest of the plants are held jointly between franchisers and contractors. Bisleri caters to different markets, which vary from small interior markets to governments and five star hotels. (Bisleri, n. )
The major competitors for Bisleri include Kinley and Aquafina. Packaged water caters to the retail segment, rather than the bulk segment. The various models of delivery include: Direct-to-home delivery model. Direct-to-institution delivery model. Strength Weakness Coca Cola could have made Kinley a leader in the packaged water segment, had it not sidelined the brand 4 years ago. Also, the packaging of Kinley was not very attractive earlier, as result of which it could not garner a higher market share.
Political and Legal Factors Environmental Factors Nowadays, the people are becoming more health conscious. With the outbreak of epidemics and water borne diseases, the urban population is now demanding more of mineral water rather than using well water. We see that many houses now have a water filter or osmosis attached to it. In most other cases, people opt for mineral water, which is also available in 35 litre to 50 litre containers.
Strength Bisleri is a branded company. Its biggest strength is that costumers have a trust on its purity because the seal of a Bisleri is unique from other companies and natural taste in Bisleri water. Weakness Opportunity The total consumption was around 5 billion litres in India and consumption will increase in coming year. Now many companies are interesting in packaged water market because this is the fast growing industries. Come companies started packaged water plant and had a profit of 10 to 100 times. {text:bibliography-mark} Threats BCG matrix After analyzing the SWOT we can say that Bisleri Company place in Stars quadrant in BCG matrix and it is a market leader in the bottle water industry.
Geographic Variable. They also concentrated on lifestyles of their customers. Every individual have different way of life and different usage of minerals water. So Bisleri have different packages of water for different peoples. For bulk user it has 20 liters packaged water and for normal usage it has 1 liter, 500ml, etc. as per consumer need and standard of living. Behavioral variable They also concentrated on the behavior of the consumer. The consumption of Bisleri increase if there are any occasions: marriage, press conference etc. Drinking Bisleri is the status symbol for the people, it show the attitude of the consumer.
Demographical variable Bisleri does not divide his market on the bases of demographical because consumer does not consume Bisleri as per their age, gender, family size, occupation, nationality etc. (EXHIBIT-2) Positioning MARKETING MIX: {text:bookmark-end} PRODUCT Product level: Core benefit: Bisleri is used for drinking purpose and it can be use daily. Basic product: Pure and clean drinking water. Expected product: Product should have sweet taste and infection free. Augment product: Bisleri had introduced unique seal so no one can resale it again.
Product classification: Durability and tangibility- This packaged water comes under non–durable goods and it is tangible. Consumer-goods – Consumers typically buy these products and with a least effort as its accessible in all retail stores it comes under expediency goods. It is a convenience good. Product differentiation: Form- Bisleri can be differentiated by its shape and size. Features- Bisleri has unique seal and its purity. Product Mix Length of product- Parle Bisleri Company has only two products. Depth of product- Bisleri has two variances:
Bisleri mountain water. Consistencies of product- Parle products line are consistent insofar as they are consumer goods that go through the same distribution channel. Key Benefits: Pure and clean water. It has different bottles as per the usage of consumer. First mover in introducing packaged water in India. Bisleri has sketch a forceful market penetration strategy, which is a dual- distribution plan. Penetrating markets, includes both rural and township, and is also seem to be entering in new regions and growing its shelf-presence in current and existing markets. India, 2009)
Price strategy of Bisleri bottles are: 1-litre bottle is priced at Rs 12, the 2-litre bottle is priced at Rs 20 (Rs 4 per liter), the 5-litre pack at Rs 50 (Rs 10 per liter) and the 20-litre pack at 200 (Rs 40 per liter). However the volume of the bottle is increasing the price of the bottle is decreasing in favor of consumer. PLACE Bisleri is using 1-level channel, which is manufacture to retailer to consumer. Bisleri strategy is to make a straight distribution method at an all-India level. ( Ramesh Chauhan”s biggest gamble with waternews , 2001).
Bisleri retail distribution power is really great, with 52 bottling plants to mix out the product, it has approximately 3. 5 lakh outlet and 2000 trucks to network the nation. (India, 2009). The company control its huge fleet of trucks to deliver bottled water straight to retailers through a method called ‘route selling’, this method that the water supplied is clean and packaged are in good form. However, direct selling is more costly than the other followed method of assigning distributors in various cities. ( Ramesh Chauhan”s biggest gamble with waternews , 2001) Bisleri has a capacity to anufacture 3. 50 crore cases per annum, which is distributed from 52 bottling plants.
PROMOTION Bisleri is promoted by a forceful print-and-TV backed by advertisement and point-of-sale material. Every crossing point with the consumer is being used as a chance to support the message. For example, all means of transports used for supply have been decorated in bright blue, stand the Bisleri logo and attractive slogan ‘taste the purity’. ( Ramesh Chauhan”s biggest gamble with waternews , 2001) Bisleri is using both pull and push strategy.
As Bisleri pulling consumer with an advertising promotion, it is also pushing retailers to aware consumer about local band, who is strong in distribution but not in quality. The consumer will choose anything which is easily available and is move forward by the retailer. ( Ramesh Chauhan”s biggest gamble with waternews , 2001) The adverting and promotion strategy of Bisleri is based on percentage of sales. It is spending 46% on adverting and promotion which is Rs 35 crore of the normal water Bisleri and Rs 12 crore on mountain water ‘from the Himalayas’. Arora, 2008) PRODUCT LIFE CYCLE Bisleri Company has set up at 1969 and in product life cycle Bisleri lies between growth and maturity due to high completion
PLAN FOR NEXT 1 YEAR In current scenario, there is high competition in the packaged water sector. Bisleri is a leading company in this sector from many decades and to maintain this performance it has to plan something new for the future. They have sufficient funds to acquire local bands to enhance the market share and try to enter premium segment market.
Product Bisleri innovate eco-friendly bottles so it can differentiate its product from competitors and bring a new revolution in the sector of bottled water. it can launch a trendy packs to attract more customers. Place Promotion Bisleri can tie up to large commercial complex, hotels and air lines, industries as they emerging sector. It can use expertise to promote the product. Price Bisleri should increase the volume discount on 20 liters barrel.
