REYA REJI ROLL #.

731 BRAND MANAGEMENT ASSIGNMENT I

Bottled Water Industry(India)

The overall packaged bottled water in India is estimated to touch the Rs 10,000 croremark in the 2012-13 fiscal, growing at a compound annual growth rate (CAGR) of 19%, says a new report by IkonMarketing Consultants. Presently, this market is estimated at Rs 8,000 crore, and could touch Rs15,000 crore by 2015, the report adds. While Bisleri continues as the top brand with a 36% share among national players, Coca-Cola's Kinley follows with 25% share, followed by Aquafina at 15%. Other smaller brands include Parle Agro's Bailley, Kingfisher and McDowells No. 1, according to the report. The global bottled water market, which saw an increase of 40-45% over the past five years, is currently valued at close to US$ 85-90 billion, the report adds.

Bisleri-Facts
A brand that pioneered the concept of mineral water, bottled with its distinct green label, Bisleri, today, is a household name. Powered by 17 owned plants, 33 co-packers, 11 franchisees and a wide distribution and retail network pan India, Bisleri is at the centre of the Aqua Green Revolution. A brand that aims to create an India in which every person has uninterrupted access to scientifically purified and fortified drinking water, irrespective of geographical barriers or economic limitations. The brand name Bisleri is so popular in India that it is used as a generic name for bottled water.

Bisleri- Business Statistics

Bisleri holds 40 per cent of the market share and is the market leader. Kinley and Aquafina are fast catching up, with Kinley holding 20-25 per cent of the market and Aquafina approximately 10 per cent. The rest, including the smaller players, have 20-25 % of the market share. Bisleri can be considered to be in the growing stage of its life cycle as since its inception, the brand has continuously been trying to go along with the changing times and implement all the right changes, whether in terms of positioning, packaging, expanding or simply increasing consumer reach.

Bisleri- Target Profile

Geographical
For a product like mineral water, there are hardly any geographical limits. It can be present at all locations such as:
Residential Areas Business Areas Commercial Areas- malls, dine outs, multiplexes etc Tourist Destinations High Temperate Areas Educational Hubs Recreational Locations

Bisleri- Target Profile

Demographical
Gender: All Age: No Limits Socio-Economic Class: Initially when Bisleri was launched, it targeted the well to do members of society as bottled water was not at all common. As the brand started to grow, it started to spread reach across all the different segment levels of society from high to low. It aimed to make clean water accessible to all.

Psychographic : The urban population and the health conscious. Behavioural: Buying behaviour involves the brand Bisleri replacing the
general term Mineral water

Bisleri- Six Wants & Variables

Functional -------- Package/Form It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre.

Value-------- Pricing 250ml- Rs.3 500ml- Rs.5 1ltr-Rs.10 1.2ltr-Rs.12 2ltr-Rs.20 5ltr-Rs.30 20ltr-Rs.75 A brand that is known to provide value for money.

Bisleri- Six Wants & Variables

Self-Image------- Advertising & Communication Tagline: The Sweet Taste of Purity Ad Campaigns: Play Safe Bada Bisleri There is just one Bisleri Pure and Safe Advertised safety feature- Tamper proof seals.

Color change from blue to aqua green to differentiate from competition.

Bisleri- Six Wants & Variables

Availability----- Distribution Intensive Distribution: -Increasing bottling units -Large transport vehicle fleet -Retail Outlets -Large availability with Retailers -Large availability with Wholesalers Service----- Service Centers/Customer Service Risk Avoidable----- Guarantee/Purity seal

Kinley(Immediate Rival)
Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in many large European and Asian countries. It is one of the high quality drinking water brands in India. Kinley water comes with the assurance of safety from The Coca-Cola Company. Introduced with reverse osmosis along with the latest technology to ensure purity of the product. Kinley believes that right to pure, safe drinking water is fundamental. Kinley is Bisleris immediate rival and holds about 25 percent of the market share.

Kinley- Target Profile

Geographic
Residential Areas Business Areas Commercial Areas- malls, dine outs, multiplexes etc Tourist Destinations High Temperate Areas Educational Hubs Recreational Locations

Demographic
Gender: All Age: No Limits Socio-Economic Class: Mostly middle income earners and above.

Kinley- Target Profile

Psychographic
Health and purity conscious people.

Behavioral
Very particular about the quality and safety of water and dont mind paying a little higher if needed.

Kinley- Promotional Difference

Ad Campaign: Boondh Boondh mein Vishwaas USP: Reverse Osmosis process of purification Price Range: Almost neck to neck with Bisleri but might be slightly higher.