MARKETING REPORT ON BISLERI

The Mineral bottled water in India under the name 'Bisleri' was first introduced in Mumbai by Bisleri
Ltd., a company of Italian origin in 1965. Mineral bottled water were in glass bottles in two varieties -
bubbly and still in 1965 This company was started by Signor Felice who first brought the idea of selling
bottled water in India. Parle bought over Bisleri (India) Ltd. In 1969 and started bottling Mineral water
in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non- returnable bottles
and finally advanced to PET containers. 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 punch line
was, "Bisleri is very very extraordinary" (the spelling of the punch line was designed to capture the
consumer's attention). The campaign was successful and 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. Since
1995 Mr.Ramesh J.Chauhan has started expanding Bisleri operations substantially and the turnover 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 it has 8 plants and 11 franchisees all over India. Bisleri command a 60%
market share of the organized market.
Products and Services
1ltr mineral water:-
1 ltr 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.

1.5ltr mineral water:-
1.5ltr 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.
2ltr mineral water:-
2ltr 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.
20ltr Mineral Water:-
20ltr 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.
250 Ml Mineral Water:-
250 ml 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.

5ltr Mineral Water:-
5ltr 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.

500 Ml Mineral Water:-
500 ml 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.
Vedica Natural Mountain Water:-
Vedica Natural Mountain Water comes to you in all its untouched purity, right from its source. Gushing
from an aquifer with intense pressure, the natural mountain water is pushed above the ground surface
to a height of 5 meters above ground level, powerfully and consistently. The underground geological
origin guarantees that there is no external Contamination, since the mouth of the water source is
covered from rocks on all sides. Besides, being naturally fortified with silica, the spring is naturally free
form any Microbial infection or pollution. Vedica Natural Mountain Water is also low on sodium, making
it the perfect choice for the health conscious. It has a high proportion of sulphates, which work as
natural detoxifying agents. And it's clear, sweet taste proves that it is free of calcium carbonate and
magnesium carbonate salts, which give some mineral waters a chalky taste. Scientifically put, the Total
Dissolved Solids in Vedica Natural Mountain Water is225mg/ltr. It is also high in sulphates, the natural
detoxifying agents. Ensuring that all you get with Vedica Natural Mountain Water is the sweet taste of
purity. Vedica Natural Mountain Water is available in 500 ml and 1 litre bottles
Marketing Mix used by Bisleri

The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm blends to
produce the response it wants, in the target markets.

The 4Ps

PRODUCT :- The main product of the company is the mineral water by the name of Bisleri Mineral water.
Other than mineral water the company has also the soda water under its brand name called the Bisleri
Soda Water. The concept of bottled mineral water was introduced in India, first by Bisleri, and that is the
reason, it has become a generic name for the mineral water. Bisleri has become a perfect synonym of
the mineral water for the Indian consumers. The main challenge facing the company or any other player
in this mineral water industry is that there is no scope of invention and innovation in the product, which
can be added as the additional benefits of the product. It is just water after all. This is what the Indian
customers think of the bottled water. If we are talking about a product like television we can think that
the innovations could provide extra benefits derived from the product. For example other than its core
usage the product can provide for Internet facilities using conversion.

PLACE :-Place stands for the company activities that make the product available to the target customers.
To make the product available to the target consumers a good distribution network has to be there to
support the good quality of the product. Here in the case of the mineral water industry the distribution
network is the important factor in being competitive and the catch lies in making water available to
maximum number of places in the country.

PRICE :-Price is the sum of values that consumer exchange for the benefits of having or using the
product or service. Price is the only element in the marketing mix that produces revenue. All other
elements represent costs.
In India, where the majority of the population comprise of the middle-income group and lower income
groups it is not hard to understand that pricing is one of the most important factor in the buying
decisions.
Bisleri has met the expectations of the consumers in terms of pricing the product and also making the
product available in variations of litres, making Bisleri both convenient and affordable. The company is
following a very aggressive pricing. Its product is available at a very reasonable price.

PROMOTION :- Modern marketing calls for more than just developing a good product, pricing it
attractively, and making it available to the target customers, companies must also communicate with
their customers, and what they communicate should not be left to chance. A Company's total
marketing communications program- called its Promotion Mix consists of specific blend of advertising,
personal selling, sales promotion, and public relations tools that the company uses to pursue its
advertising and marketing objectives.