Abstract

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.