Presentation On: BY Abdur Rasid Mullah ROLL NO-163551 (CIM)

PRESENTATION ON
BY
ABDUR RASID MULLAH
ROLL NO-163551 (CIM)
BACKGROUND
• AN ITALIAN COMPANY CREATED BY SIGNOR FELICE BISLERI .

• INTRODUCTION OF BOTTLED WATER IN INDIA IN TWO VARIETIES
BUBBLY & STILL IN 1965
• PARLE TOOK OVER BISLERI IN 1969
• PARLE INITIALLY SOLD MINERAL WATER IN GLASS BOTTLES
• IN 1972-73 , PARLE SWITCHED OVER TO PVC NON-RETURNABLE
BOTTLES
• IN 1993, COCA-COLA BOUGHT PARLE’S SOFT DRINK BRANDS- THUMPS-
UP, LIMCA ,MAZZA ETC.
• THEN BISLERI COMES UP CAMPAIGN OF PURE AND SAFE AD.
• HAD A MARKET SHARE OF 70%.
• BUT IN 2000-01 , COMPANY FACE MAJOR COMPETITION FROM COCA-
COLA & PEPSI.
• IN SEPTEMBER 2000, PARLE BISLERI LAUNCHED ITS PLAY SAFE AD
CAMPAIGN.
• BISLERI IS THE LEADING BRAND OF BOTTLED WATER IN
INDIA.
• THE INDUSTRY IS GROWING AT THE RATE 55% PER ANUM.
• BISLERI HAS 60% MARKET SHARE IN PACKAGED DRINKING
WATER IN INDIA.
• 54 BOTTLING PLANTS , 9 PLANTS ARE COMPANY
OWNED & REST ARE FRANCHISEE OR CONTRACT
PACKERS.
SUPPLY CHAIN OF BISLERI
Material flow
industry
Physical
distributio customer
suppliers purchase manufacture retailers s
n
Information flow
SUPPLY CHAIN DRIVERS
FACILITIES
• IT HAS PLANTS IN MAHARASHTRA, KERALA, JAMMU &

KASHMIR, HIMACHAL PRADESH, UTTARAKHAND , TAMIL
NADU, KARNATAKA, UP, ORISSA , TELANGANA ,
JHARKHAND AND NORTH BENGAL .
• MAHARASHTRA CONTRIBUTES 30 PER CENT OF THE
COMPANY’S TOTAL SALES.
• ITS CURRENT CAPACITY IS ESTIMATED AT 3.50-CRORE CASES
PER ANNUM.
INVENTORY
• THEY STOCK WATER AS INVENTORY.

• ABOUT 50 TONES OF STOCK ARE DISPATCHED IN A DAY.
• THEY USE COMPUTER SOFTWARE (IN FLOW) FOR
INVENTORY MANAGEMENT, WHICH HELPS THEM TO:
-REPLENISHMENT
–MONITORING INVENTORY LEVELS
–INFORMATION ON CURRENT STOCK LEVELS
SOURCING
• UNDER-GROUND WATER SOURCE.

• IT ALSO SOURCES WATER FROM RIVERS AND TREAT IT.
• SOURCES WATER FROM THE HIMALAYAS.
• IT SOURCES PLASTICS FOR BOTTLE FROM MANJUSHREE
TECHNOPACK LTD, A PROVIDER OF
RIGID PLASTIC(BANGALORE).
TRANSPORTATION
• ON A NATIONAL LEVEL, THERE ARE 2,000 TRUCKS- ON-CALL

FOR BISLERI, WHILE THE NUMBER OF TRUCKS AVERAGES
300 AND 250 IN THE MUMBAI AND DELHI MARKETS.
• IT ALSO USES NEARLY 5000 DELIVERY VANS .
• ALSO USE RAILWAYS.
PRICING
• COMPARATIVE PRICING
• GEOGRAPHICAL PRICING
E.G. GUJARAT VILLAGE RS.5/- PER 500 ML.
MUMBAI RS.12/- PER 500ML.
• PRODUCT LINE PRICING

• IMAGE PRICING
OLD PACK RS.5/-PER 500ML

NEW PACK RS.10/-PER 500ML
DISTRIBUTION NETWORK
• BISLERI HAS A VERY STRONG DISTRIBUTION NETWORK, WHICH MAKES IT REACH OUT TO
ALMOST ALL THE REGION IN THE COUNTRY.
•THE BISLERI USES THREE LEVEL OF DISTRIBUTION CHANNEL AS IT CONSISTS OF WHOLESALERS,

DEALERS AND RETAIL SHOPS.
•BISLERI HAS 54 BOTTLING PLANTS ACROSS INDIA AND WORKS ON ITS DUAL-DISTRIBUTION
STRATEGY TO GAIN COMPETITIVE ADVANTAGE.
•ON A NATIONAL LEVEL, THERE ARE 2,000 TRUCKS ON CALL FOR BISLERI, WHILE THE NUMBER
OF TRUCKS AVERAGES 300 AND 250 IN THE MUMBAI AND DELHI MARKET ALONE.
• EVERYDAY, NEARLY 5,000 DELIVERY VANS DRIVE OUT OF
THESE 54 STRATEGICALLY LOCATED BISLERI BOTTLING
PLANTS CARRYING OVER 1 MILLION UNITS OF PURE, SWEET
DRINKING WATER TO REPLENISH THE STOCKS OF 2,500
DISTRIBUTORS AND NEARLY 6,00000 RETAIL OUTLETS
• THROUGH DISTRIBUTORS IT ALSO GOES TO THE

INSTITUTIONAL BUYERS OR ORDERS OVER INTERNET.
DISTRIBUTION CHANNEL OF
BISLERI
Product
BISLERI HAS A RANGE OF SKU -
• 7 UNDER BISLERI WATER,
• 3 UNDER VEDICA NATURAL SPRING WATER,
• 2 UNDER URZZA POWER DRINK AND
• 3 UNDER BISLERI POP SOFT DRINK.
PROMOTION
• PRINT-AND-TV CAMPAIGN
• PURE & SAFE
• PLAY SAFE
• THE SWEET TASTE OF PURITY
• BISLERI THE MOUNTAIN WATER
• BISLERI BOTTLE FALLING FROM MOUNTAIN
• SAFETY FEATURE - TAMPER PROOF SEALS.
• WEAKNESS OF CONVENTIONALLY SEALED BOTTLES -"BREAKAWAY" SEAL

SWOT ANALYSIS
STRENGHTS OPPORTUNITIES
•Nearly 60% share in market.. •Growing Indian packaged drinking water
•Well established distribution channel. market.
•Initiaters advantage. •Expected to cross 1100 crore mark.
•Brand recognisation. •Scarcity-The metropolitans and big cities
•Only company in 1.5ltr segment. have a scarcity of pure drinking water which
•Best quality product accepted. Bisleri can cater.
•Number Of Variants- Bisleri is •Increase in production.
available in a large number of variants
which makes it consumer friendly as
per their requirement.
WEAKNESSES THREATS
•Highly priced products. •Nearly 200 brands in this sector.
•High costs of production. •Many new players entering market.
•Distributers reluctant to change. •Competitors ability to invest. Eg-Pepsi and
•Awareness-The customer are not coke.
aware of the 7 stage purifying process •Price sensitive customer-People focus more
of Bisleri and the added minerals on low price.
which are available. •Increasing Duplicity-The duplicity in the
market is rising inspiteof steps taken by the
management.
Vision
• ITS VISION IS TO BE THE DOMINANT PLAYER IN THE
BRANDED WATER BUSINESS WHERE THE SECOND
PLAYER IS LESS THAN 20% OF ITS BUSINESS.
MISSION
• “TO PROVIDE THE HIGHEST QUALITY PRODUCT,
KEEPING IN MIND ALL ASPECT INCLUDING FRESHNESS
PURITY AND SAFETY AND MAKING IT EASY AVAILABLE
TO THE CONSUMER AT VERY AFFORDABLE PRICE.”
MAJOR PLAYERS IN
PACKAGED WATER INDUSTRY
 PARLE'S BISLERI
 COCA COLA’S KINLEY
 PEPSICO ‘S AQUAFINA
 MANIKCHAND OXYRICH
 PARLE AGRO BAILLEY
 HIMALAYA
MARKET SHARE
CONCLUSION
• DISTRIBUTION NETWORK PLAYS A VERY
IMPORTANT ROLE
• PACKAGING AND PRICING PLAY AN IMPORTANT
ROLE IN BRAND BUILDING AND BRAND
RECALLING
• INNOVATION IS THE KEY FOR SUCCESS OF A FIRM
SO IT IS IMPORTANT TO CHANGE WITH TIME
• ADVERTISEMENTS HELP IN PROMOTION OF THE
BRAND
THANK YOU……….

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PRESENTATION ON

• AN ITALIAN COMPANY CREATED BY SIGNOR FELICE BISLERI .

• IT HAS PLANTS IN MAHARASHTRA, KERALA, JAMMU &

• THEY STOCK WATER AS INVENTORY.

• UNDER-GROUND WATER SOURCE.

• ON A NATIONAL LEVEL, THERE ARE 2,000 TRUCKS- ON-CALL

• PRODUCT LINE PRICING

OLD PACK RS.5/-PER 500ML

•THE BISLERI USES THREE LEVEL OF DISTRIBUTION CHANNEL AS IT CONSISTS OF WHOLESALERS,

• THROUGH DISTRIBUTORS IT ALSO GOES TO THE

• SAFETY FEATURE - TAMPER PROOF SEALS.

• WEAKNESS OF CONVENTIONALLY SEALED BOTTLES -"BREAKAWAY" SEAL

 COCA COLA’S KINLEY

 PARLE AGRO BAILLEY

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