Академический Документы
Профессиональный Документы
Культура Документы
3/24/12
Agenda
3/24/12
Introduction
As a new entrant to the bottled water industry we identified some bigwigs of the industry which could provide healthy competition to us and those are
3/24/12
History
It opened first plant in Mumbai in year 1967 In 1969 it was brought by Parle exports. Before 1980 Bisleri was mainly using glass bottle but later on they started using PVC packing in mid 1980.
3/24/12
3/24/12
3/24/12
Mission:
To provide every Indian access to scientifically purified and fortified drinking water that is readily available and easily affordable; and to support initiatives that rejuvenate the Earth's natural sources of pristine drinking water.
Vision:
An India in which every person has uninterrupted access to scientifically purified and fortified drinking water, irrespective of geographical barriers or 3/24/12 economic limitations.
Future goals
Stated Financial goal is 30-35% growth Parle Bisleri is slowly phasing out its premium brand Natural Mountain Water and will launch a new product Bisleri Vedica, which will have medicinal properties. Parle Bisleri Private Limited is set to launch a fruit juice brand Alfa in five to six flavours, in the course of the next one year with an investment of Rs 100 crore. Bisleri had drawn up an aggressive expansion plan for eastern India and appointed Orient Beverages Limited as its sole franchisee for West 3/24/12 Bengal, Jharkhand and Orissa.
Future goals
In future the thrust areas of the company would be direct home delivery for safer delivery and prevention of counterfeiting. In future Bisleri would invest Rs 6 crore in developing and introducing coloured caps which would be difficult to replicate for the 20 litre water units. It had also planned to invest Rs 10 crore in filling and capping facilities and upgrade production facility from 4500 bottles per minute to 6000 bottles per minute in the next 18 months. Leadership: Everything is done in consultation of 3/24/12 Mr Ramesh Chouhan, CMD Bisleri Ltd. ; Of the
PORTFOLIO ANALYSIS
High
Growth
Star Question Mark Modest cash flow Large negative cash flow Cash Cow Large positive cash flow Dog Modest cash flow
Low
High
Low
Assumptions
3/24/12
Bisleri is quite confident of growing demand and as well as of industry growth which is evident from Mr Ramesh Chouhans interview to CNBC recently in which he said Water is the safest to bet on after which he also said bisleri aiming for 35 to 40 % growth. Try to Remain on same price . Distribution network . Joint venture.
3/24/12
CAPABILITIES
3/24/12
Core capabilities Product, Brand, Distribution network Ability to grow Very bright Quick response capability- Weak Ability to adapt changes- Weak Staying power Strong (emotional, growing market) Our Unique Selling Proposition (USP) is the Break away seal. Also, our double ozonisation process is a major USP
3/24/12
STRENGTH:
WEAKNESS:
Extensive Range of Products Patented Tamper Proof Seal Strong Brand Image High Quality Standard Increased Popularity Distribution Channels
3/24/12
Unable to fulfill customer demand Reuse of bottle by illegal manufacturers Faults in Production
Experienced Leadership
CURRENT strategy
3/24/12
CURRENT STRATEGY
Aggressive market penetration strategy which is a dual distribution plan - penetrating newer markets - including townships and rural India (including smaller and interior markets) and aggressively looking at entering newer territories and increasing shelf presence in the metros and existing markets. They plan to set up 25 new bottling plants across India in the next two years, and this will be a pan India coverage namely in the states like Maharashtra, Kerala, Jammu & Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand, and North Bengal states. They are also 3/24/12 setting up channels for 20L jars in order to fill
CURRENT STRATEGY
contd..
Maintaining social responsibility by recycling used PET bottles with the help of rag pickers.
Promoting social initiatives such as rain water harvesting. Bisleri Kinley Aquafina Market Share 38% 21% 14% 10 12 2 12.25 15 1.75 2.75 8 10 2
Bisleri is satisfied with the current position as it is still enjoying the largest market share. Likely Moves / Strategy Shifts include Expansion & Diversification. Vulnerability- Its strength i.e., the distribution network is a vulnerable area, given right schemes and margin the same distributors can work for rival company simultaneously. Greatest & Most effective retaliation by Bisleri will be provoked by a National Level Marketing campaign by other market players or Cost Differentiation.
3/24/12
Bibliography
Bisleris Chauhan sees big business in small packs. Retrieved on 3rd April 2010 from http://www.financialexpress.com/printer/news/151843/ Bottled water of India. Retrieved on 3rd April 2010 from Bottled water- India. (2009) Country sector briefing: Euromonitor International.
3/24/12
http://www.finewaters.com/Bottled_Water/India/index.a
Bharat Sharma
Deepshikh
Than k
3/24/12 Ishita