Group 1

Chirag Shah (2013014)

S Suchita (2013039)
Sagar Jain (2013040)
Kritika Rajmohan (2013096)
Brand Management 2
How is the India water market segmented? What is the future of each of
these segments?
Bottled
Drinking Water
Mineral Water
Home & Office
Delivery(Bulk)
Retail Bottled
Water
Spring Water
Retail Bottled
Water
Brand Management 3
How is the India water market segmented? What is the future of each of
these segments?
Retail Segment
Large rural market untapped
No of health conscious people growing

Bulk Segment
With huge water issues in some parts of country good potential exists for
home segment
IT hubs ,SEZ coming up

Spring water
Growing segment as affluent population growing in India
Good prospects of exports


Source: http://www.companiesandmarkets.com/News/Food-and-Drink/Indian-bottled-water-market-led-by-Parle-Bisleri-with-a-33-share/NI7763
Brand Management 4
How competitive is Bisleri in each market segment?
Competitiveness in Retail segment
oHigh brand recall
oHigh Range of SKUS
oBut high competition from brands like Kinley and Aquafina with better
distribution network
oDeclining market share

Competitiveness in Bulk segment
oFirst mover advantage and market leader
oLesser competition from branded players



Brand Management 5
Even though Bisleri has the highest awareness amongst consumers, why
is it still not the market leader?
Bisleri and its immediate competitors are not differentiated in the minds of
consumer, hence no loyalty to brand and consumers switch as per ease
Distribution of Bisleri couldn't match the level of Big players like Coca Cola,
PepsiCo
Competitors have other thirst market Products like fruit juices hence could
afford extensive transportation channel

Brand Management 6
The campaign only targets the youth - restricts the other segments for Bisleri
Removing pure from its existing campaign was counter productive
Play safe campaign failed to emphasize on purity of water and rather targeted
on packaging
Thus Play safe campaign will not help them achieve their goals

What do you think of Bisleri s move to shift advertising from Pure and Safe to
Play Safe? Do you think this campaign will help them achieve their objectives?
Brand Management 7
Three level Action Required


Plan of Action
Use of Brand Ambassador
Improve Distribution Network
Brand Extension Energy Drink, Juices

Could also be positioned as refreshing drink rather than just a
medium to quench thirst
Brand Management 8
Thank You