Introduction

1969: Buys Bisleri bottled water from Italian company Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sold carbonated drink brands to Coca-Cola for Rs 400 crore. 1995: Bisleri launches a 500 ml bottle & sales shot up by 400 %. 2000: Introduced 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.

Contd
1998: Introduces a tamper-proof and tamper-evident seal. 2000: Introduced 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 2000: BIS cancelled Bisleri's licence of a water bottling in Delhi 2002: Kinley overtakes Bisleri. ORG-MARG show Kinleys market share at 35.1 per cent compared to Bisleri's 34.4 per cent. 2003: Bisleri has ventured out into Europe and America

Product Variants
Cups
500 ml bottle

1 litre bottle

250 ml bottle

5 litre Jar

Distribution Network

Objective - SCM
Aims to reach the remotest places of India. Proper network planning, timely delivery and minimization of transit damages. Maintaining win win situation with the distributors.

Network Process
CHLORINATION ARKAL FILTER REVERSE OSMOSIS MICRON FILTRATION OZONATION

Contract Packers

BIP

CARBON FILTER

Demand Forecast Bottling Plants

CPO

RM procurement

FG
Inspection Packaging LSP Dist& Retailer

Supplier VMI

Network Process
CHLORINATION ARKAL FILTER REVERSE OSMOSIS MICRON FILTRATION OZONATION

Contract Packers

BIP

CARBON FILTER

Demand Forecast Bottling Plants

CPO

RM procurement

FG
Inspection Packaging LSP Retailer

Supplier Truck sheet

Distribution Network
Previous

Demand forecast

Bottling Plant

Retailer

Sales Team

Limitations
Less network coverage More transaction time Distortion of information Not cost effective Scope for sales improvement Delay in delivery Instant delivery not possible

Distribution Network
Present
Demand Forecast
Bottling Plant/ Contract packers Bottling Plant/ Contract packers Demand Forecast

Customer

Sales Team Customer Sales Team

Retailer

Distributor Retailer

Advantages-present distribution channel

Wide network coverage Sale improvement Availability of proper information due to vmi Delivery on demand Long term cost effectiveness Better availability of product

Future rural distribution

Demand Forecast
Bottling Plant/Packers

Customers

Sales Team

Retailers

C&F Agents

Future plans
Launch of flavored water (without sugar)
Launch of energy drink (like Red Bull) Launch of bisleri in USA and EUROPE on royalty basis Opening up of mother depot C&f agents to supply directly to retailers to reduce cost

Backward integration
Large volume production Quality assurance Quality control in-house More focus on plan delivery Raw material readily available incase of sudden rise in demand

Cont
Cost effective Increase in companys profit Increase in companys asset base Competitive advantage Availability of more margins to the retailers

Current BIS norms

Without the ISI certificate no company can sell mineral water. They have to store the packaged drinking water for 5 days before sending it to testing and getting the ISI certificate. The level of different pesticides should not be more than 0.0005mg of different pesticides in 1 litre bottle. The level of single pesticides should not be more than 0.0001mg for 1 litre bottle

Current Parameters at Bisleri

The tolerance level of 0.5-1% to the suppliers of packing material 5-7% tolerance level to the Contract Packers

They maintain a 5 day inventory level as per the requirement of BIS