Report on

Concepts and Practical Approach to Retail Management

Company Name: - Bisleri

Subject: - Retail Chain Distribution & Management

Submitted To
Prof. B. Ram Mohan Rao

Submitted by: -
P. Pavan Kalyan Reddy
F20026

FOOD AND AGRI BUSINESS SCHOOL

SAGAR GROUP OF INSTITUTIONS, CHEVELLA, HYDERABAD
Contents

About Company: -.............................................................................................................................2

Marketing Strategy & Mix (4Ps)........................................................................................................4

Bisleri Product Strategy:...............................................................................................................4

Bisleri Price/Pricing Strategy:........................................................................................................4

Bisleri Place & Distribution Strategy:............................................................................................5

Bisleri Promotion & Advertising Strategy:.....................................................................................5

Distribution Channel: -.....................................................................................................................5

Distribution Levels: -.........................................................................................................................6

Major Players in Packaged Water Industry/ Competitors: -..............................................................6

Competitor Analysis: -......................................................................................................................7

SWOT Analysis: -...............................................................................................................................7

About Company: -

Bisleri was originally an Italian company created Felice Bisleri, who first brought the idea of
selling bottled water in India. Bisleri then was introduced in Mumbai in glass bottles in two
varieties – bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in 1969 and started
bottling water in glass bottles under the brand name ‘Bisleri’. Later Parle switched over to
PVC non-returnable bottles & finally advanced to PET containers. In 1995 Ramesh J.
Chauhan started expanding Bisleri operations. In 2003 Bisleri announced its venture to
Europe. All shares are held by Mr Ramesh J Chauhan and his family.

The brand name Bisleri is so popular in India that it is used as a generic name a for bottled
water.

According to the company’s website, Bisleri invests 10 million litres of rain water every year.
More than just an initiative it’s a clear reflection of Bisleri outlook to life, whether it’s
products, people or profitability. As one of the world’s most trusted brands, Bisleri is leading
the way in bring in about positive change in our daily lives. Some initiatives involve small
communities, others involve the entire population, but they are both a part of the
meaningful revolution called the Aqua green revolution.

Bisleri Today: -

The he consumer today enjoys the sweet and pure taste of Bisleri mineral water. However,
in an effort to offer something special to its loyal consumers it has recently introduced
Bisleri Natural Mountain Water - water brought to you from the foothills of the mountains
situated in Himachal Pradesh. This newly launched offering has widened its product range to
two variants: Bisleri with added minerals and Bisleri Mountain Water.

Bisleri Vision: -

Its vision is to be the dominant player in the branded water business where the second
player is less than 20% of its business.

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.

Bisleri Products: -

Our brands, your trust

 Bisleri Mineral. Water.

 Vedica Natural. Mountain Water.
 Fizzy. Drinks.
 Hand. Purifiers

Marketing Strategy & Mix (4Ps)

Marketing Strategy of Bisleri analyses the brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like
product innovation, pricing approach, promotion planning etc. These business strategies,
based on Bisleri marketing mix, help the brand succeed.
Bisleri marketing strategy helps the brand/company to position itself competitively in the
market and achieve its business goals & objectives.

Let us start the Bisleri Marketing Strategy & Mix to understand its product, pricing,
advertising & distribution strategies:

Bisleri Product Strategy:

The product strategy and mix in Bisleri marketing strategy can be explained as follows:

Bisleri is a packaged drinking water based out of India. Customer satisfaction and delight are
the main goals of Bisleri while complying to quality, value and innovation. The main product
in its marketing mix is its drinking water, and it's many variations. Other products include
Vedica, Soda, Urzza, Pop. Bisleri is a mountain mineral water and it is available in range of
pack size from 250 ml to 20 L. Out of all these packs, only 5L and 20 L packs are returnable.
Vedica is procured from underground streams traversing the bedrock and hence fortified
with silica and free from and microbial contamination. Higher pH of Vedica helps in acid
neutralization and detoxification. Bisleri Soda is carbonated water and used as an ingredient
for preparing combination drinks. Urzza is caffeine free energy drink fortified with essential
vitamins. Pop is soft drink with four innovative flavours; Lemonata, Pina Colada, Fonzo and
Spyci, launched in 2016. Bisleri also has range of non-consumable products in the basket.
Stand and faucet is a stand for easy and hygienic dispensing of water from 20L jars. Ice box
is compact light weight icebox made of durable plastic for domestic and commercial utility.
Chotu cool is innovative portable chargeable cooler. Bisleri also has high quantity facial
wipes on offer.

Bisleri Price/Pricing Strategy:

Below is the pricing strategy in Bisleri marketing strategy:

Bisleri vision is making clean and affordable drinking water available to people.

Keeping with the vision, Price of Bisleri products is comparable to its competitors Bailey,
Aquafina, Kinley. Also, the pricing in its marketing mix is dependent on package volume with
lower rate for larger volume packs. There is locational pricing of the products depending on
where they are sold. It is charged more in restaurants, movie theatres as compared to the
retailors. The price of Vedic is more than simple Bisleri water as it is in premium range
products of Bisleri. It is charged at 30 Rs. Per litre, more than the Bisleri, but lower than
foreign brands like Perrier or Evian. Pop are charged at the rate of Rs. 10 for 200ml bottle
and Rs. 15 for 300 ml bottle and Rs. 20 for 250 ml can. The non-food supporting products of
Bisleri are charged higher than the comparable products in the market; price of Stand and
faucet is Rs.1500 while that of ice box is Rs. 2500.

Bisleri Place & Distribution Strategy:

Following is the distribution strategy in the Bisleri marketing mix:

Bisleri was launched in Mumbai in 1965. Its corporate office is located in Mumbai. Later it
was acquired by Parle. Vedica is an exclusive product and available in North, West and South
India only. It is available in retail stores, restaurants, movie theatres, school-college
canteens. In India it is available in more than 200000 outlets. Thus, Bisleri has thoroughly
penetrated the market in all the regions and made it available. Bisleri has developed very
strong supply chain and distribution system. Bisleri has more than 15 manufacturing plants
spread across country. The company has its own network of distribution wherever they
have manufacturing plants. This allows seamless and controlled distribution of products. To
distribute the product, company has 2000+ trucks running on the rods and distributing safe
water. Pop is launched across India in different cities.

Through monitoring system, Bisleri notices the weakness in distribution channel and
improves upon it as they did in case of Southern region.

Bisleri Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bisleri marketing strategy is as follows:

Bisleri is a core product and targets public. The promotional activities target print media
(newspapers, brochures) digital media like television, radio and YouTube commercials. The
marketing campaign of Bisleri is wide and includes personal selling, specific advertising in
various media public relation and sale promotion. To increase the visibility of brand, it is
made ubiquitous and can be seen on hoardings, vehicles like trucks, taxis, billboards, and in
the form of posters in the retail outlets. One of the remarkable campaign of Bisleri was
‘Pure and safe’ followed by ‘Play Safe’ campaign. The later included many captivating ads to
trap the attention of youngsters. Other memorable campaigns of Bisleri include ‘The sweet
taste of purity’, ‘Bisleri the Mountain water’. The first Bisleri advertise was in print media
with the punch-line of ‘Bisleri is very extraordinary’ to capture the consumer. Bisleri has
through website including all brand related information, product range and contact details.
Hence this concludes the marketing mix of Bisleri.

Distribution Channel: -

Manufacturing Plant

Company Warehouse Institutional Buyers

Trucks

Distributors
Seasonal Party
Company Warehouse
Orders
Route selling

Retailers

Customers
Distribution Levels: -

 Bisleri has a very strong distribution network, which makes it reach out to almost all
the region in the country, company has about 350000 outlets across the country.

 The Bisleri uses three level of distribution channel as it consists of wholesalers,

dealers and retail shops.

 Bisleri has 52 bottling plants across India and works on its dual distribution strategy
to gain competitive advantage.

 On a national level, there are 2,000 trucks on call for Bisleri, while the number of
trucks averages 300 and 250 in the Mumbai and Delhi market alone.

 Every day, nearly 5,000 delivery vans drive out of these 52 strategically located
Bisleri bottling plants carrying over 1 million units of pure, sweet drinking water to
replenish the stocks of 2,500 distributors and nearly 600,000 retail outlets

 Through distributors it also goes to the institutional buyers or orders over internet.

 The company has used its own fleet of about 2000 trucks to manage the distribution
network.

Major Players in Packaged Water Industry/ Competitors: -

 Parle’s Bisleri

 Coca Cola Kinley

 Pepsico Aqua Fina

 Manikchand Oxyrich

 Parle Agro Bailey

 Rail Neer

 Himalaya.

Competitor Analysis: -
  The company has maintained its position over the years and still remains a market
leader with a market share of 38.5% whereas Kinley has a market share of 21% only
and Aquafina covers only

 Kinley has a cost price of manufacturing a bottle up to Rs 12.25 and it sells the
bottles for Rs. 14/15 which gives it a profit margin of Rs 1.75/2.75. Whereas, Bisleri
has a profit margin of Rs 2 as its cost price is Rs 10 and the selling price is Rs 12.
Aquafina on the other hand cans a profit margin of Rs 2 with cost price as Rs 8 and
selling price as Rs 10.

 Bisleri has total 55 plants, while competitors Kinley having 16 plants and Aquafina
with 11 plants.

SWOT Analysis: -

STRENGHT: -

 Nearly 60% share in market.

 Well established distribution channel.

 Initiators advantage.

 Brand recognition.

 Only company in 1.5 litre segment.

 Best quality product accepted.

 Number of Variants- Bisleri is available in a large number of variants which makes it

consumer friendly as per their requirement.

OPPORTUNITIES: -

 Growing Indian packaged drinking water market.

 Expected to cross 1100 crore mark.

 Scarcity-The metropolitans and big cities have a scarcity of pure drinking water
which Bisleri can cater.
  Increase in production.

WEAKNESSES: -

 Highly priced products.

 High costs of production.

 Distributers reluctant to change.

 Awareness-The customer is not aware of the 7 stage purifying process of Bisleri and
the added minerals which are available.

THREATS: -

 Nearly 200 brands in this sector.

 Many new players entering market.

 Competitors ability to invest. E.g.-Pepsi and coke.

 Price sensitive Customer-People focus more on low price.

 Increasing Duplicity-The duplicity in the market is rising in spite of steps taken by the
management.