Executive Summary:

The objective of the project report is to analyse the market and the consumer base of Bisleri International Pvt. Ltd.

To visit Bisleri International Private Limited, located in Shahidabad, Ghaziabad, Uttar Paradesh, India to get an
exhaustive understanding of their marketing strategy from the identification of demand to the manufacturing and
distribution of the final product. The final report will consist an analysis of products, their market size, growth,
trends, opportunities, threats, competitors, market shares and the buying behaviour of potential customers.

The action plan used for deriving various factors influencing the demand and supply of the product is as follows:

1. Physically visit various stake holders of the industry to develop and understand their deployments of
strategy better.
2. Prepare a detailed report consisting the analysis products, their market size, growth, trends, opportunities,
threats, competitors, market shares and the buying behaviour of potential customers.
3. Develop a presentation with the key learnings of this project.
4. Suggest further inputs/suggestions to strengthen the weak areas, leverage the opportunities and eradicate
the potential threats that the firm might witness soon.

The various tools used to perform the analyses are:

 Physical presence and personal interaction:

 Customer and retailer survey forms,
 Data mining,
 Secondary research,
 Swot analysis,
 And Porters 5 forces model
A brief on the industrial visit:

The main objective of the trip was to give first hand industrial exposure so as to understand how a brand like Bisleri
carries out its manufacturing activities. This Industrial Visit was directed towards understanding about Bisleri’s
manufacturing capabilities and infrastructural competencies. The representative of Bisleri was Ms. Geetika.
The visit had four phases

1. AD of BISLERI shown
2. Company presentation.
3. Plant visit by the students facilitated by company officials.
4. Question answer session

We were asked our queries during the plant visit and clarified our doubts according to our specialization area as well.
We were introduced to the history of organization, its vision, mission & business functions across the country.
Through presentation students became aware of various facts related to the set-up. “Bisleri was “first introduced in
Mumbai in 1965 by Bisleri pvt ltd , a company of Italian origin . This company was started by “Signor Felicia” BISLERI
who first though the idea of selling bottled water in India. Parle bought over Bisleri (India) ltd in 1969 and started
bottling water under the brand name “BISLERI”. Students were explained the reason of changing the color of Bisleri
from Blue to Green in year 2006. It was done to be different from Kinley and Aqua-fina. Vedica also came in year
2006 reinvented in 2012 and also to highlight the difference between packed green bottle Bisleri and Bisleri vedica.
Bisleri vedica water comes from mountain and green bottle Bisleri comes from underground and both get filtered
through sand and carbon filtration process.
The process of packaged water includes extracting water from the well, processing, ozonization and packaging.
Social responsibilities are: They use PET bottles instead of plastic bottles because the pet bottles are converted into
jeans, pillow, helps in making roads, footwear etc.
Products of Bisleri:
• Packaged drinking water
• Natural mineral water
• Urza (Energy Drink)
• ‘Bisleri POP’ in four flavours of soft drink yet to come in market.
After presentation the we were taken to Bisleri manufacturing plant which consisted of 3 stages:

 Filtration of water,
 manufacturing of bottles,
 Filling and packaging of the same.

Throughout in the plant we are instructed to wear head and mouth masks to avoid contamination of the
product.The students were also told about the unique pack sizes provided by Bisleri for the convenience of
customers. They are 250ml, 1ltr, 2ltl bottles,5 ltr bottles ,15 ltr bottles and 20ltrbottles. The bottles are made using
preforms, which go through a blowing process where the bottles attain the desired shapes and sizes. These bottles
are then used for filling the purified water and are then mechanically sealed and packaged.
This gave the students a deep insight into the production and methodology of Packaged drinking water that we drink
very frequently. As evident Hygiene factor had been given the highest priority in the factory and its surroundings. It
gave the students exposure to current work practices as opposed to possibly theoretical knowledge being taught at
college Industrial visit helps to combine theoretical knowledge with industrial knowledge.
Introduction:

Mineral water industry is one of the most thriving sectors in India. Lesser the availability of drinking water from taps
and with over exploitation and pollution of ground water with various contaminants has led to a consistent and
strong growth in the market surpassing carbonated soft drinks to become the largest beverage category by volume
in the year 2017.

The domestic market is split between three groups of players. The first group comprises national brands with
presence all over India and this group is worth Rs 4,000 crores. The next group comprises local brands manufactured
by registered plants but restricted to certain regions in the country. This group has a turnover of Rs 2,400 crores.
Lastly, the unorganised local brands have a net worth of about Rs 1,600 crores. Today, consumers purchase mineral
water in 500-ml bottles, one-litre bottles, and bulk packs, with over five-litre capacity. Many people purchase 20-litre
bottles for both commercial and home usage. The market for mineral water is sure to grow because we all need
water to survive. A human being consumes an average of 2-3 litres of water daily, and with the Indian population
growing at 2-3% annually, we can expect the demand for mineral water to grow as well. Today, we witness mineral
water being sold in movie theatres, shopping malls, fitness centres and restaurants. There is an increase in the
number of people having disposable income. So, we witness a number of people purchasing mineral water in
commercial complexes instead of carrying bottled or filtered water from home.
About the Company:
Bisleri International pioneered the concept of bottled water by launching Bisleri in 1969 with a vision to be the dominant
player in the branded water business and the mission to have world class quality at the lowest production and distribution
cost.
Since the past 5 decades, Bisleri has been a household name & a symbol of goodness, trust and purity. A leader in its
category, it is the most trusted brand of mineral water in India. Having a strong presence, with 135 operational plants (13
owned) and a strong distribution network of 3000 Distributors & 5000 Distribution and own trucks across India &
neighbouring countries, Bisleri stands true to its promise of providing safe, pure & healthy mineral water to consumers for
the last 50 years.

Range of Brands:
Bisleri International manufactures and markets brands like:
Bisleri Mineral Water: Trusted by millions since 1969, Bisleri Mineral Water is not just an ordinary bottle of water. Each
drop of Bisleri water is a promise of goodness that goes through a rigorous 10 STEP quality process and 114 Tests. Bisleri is
available in multiple sizes like 250 ML, 300 ML, 500 ML, 1 L, 2 L, 5 L, and 20 L.
Vedica: Bisleri Vedica Natural Mountain Water comes from one of the most pure and pristine sources on Earth, The
Himalayas. With a PH value higher than other Mountain waters, Vedica is more Alkaline & has a lot of health benefits.
Bisleri Fonzo: In a category first, Bisleri Fonzo was launched in 2018 and is a delectable combination of real mango juice &
fizz.
Bisleri Club Soda: Soda is a combination of pure Bisleri Mineral Water and Fizz which gives it a strong, fresh and crisp taste.
Product offerings:
Bisleri and its other brands provide a range of products spanning from the Rocking bottle to the Rockstar bottles
meeting various preferences made by the customer. The following table shows the range of products offered by
Bisleri India Pvt. Ltd.

Product offerings,2019
S.No Brand Product Capacity Price USP
1 Bisleri-250 250ml Rs. 6 Easily fits in hand bags and suffices small thirsts.
2 Bisleri Rockstar 300 ml Rs. 10 Perfect fit during birthday parties and small functions at home

3 Bisleri-500 500 ml Rs. 10 Ideal for banquets, Conferences and events at home.
4 Bisleri Bisleri- 1 Ltr. 1 Ltr. Rs.20 Ideal for quenching thirst throughout your workday
5 Bisleri- 2 Ltr. 2 Ltr. Rs. 30 Ideal for quenching thirst all day long
5 Bisleri- 5 Ltr. 5 Ltr. Rs. 65 Convenient for showrooms, Hospitals and Hostels. Ideal for
picnic and travel.
6 Bisleri - 20 Ltr. 20 Ltr. Rs. 80 Value pack. Maximum value for money.
7 Bisleri Soda Soda 600 ml Rs. 20 Rocking kick to any drink it is combined with.
8 Fonzo Fonzo 250 ml Rs. 18 Refreshing fizz to give you a never before like bubbly mango
experience.
9 Vedica Vedica- 1 Ltr. 1 Ltr, 500ml and 250ml Rs. 60 High pH. Antidote to stressful urban life. High on minerals.
Natural antacid

Purification process:
Bisleri is producing a painstakingly rigorous process. The source water is put through a 10 stage purification process.
It is then packed in tamper proof packs with a unique break away seal. All of this is done in a completely automated
plant to make sure that it reaches the consumer perfectly pure and safe.

The purification is thus as follows:

 Collection and purification

 Ozonisation- Kills harmful bacteria
 Sand filtering- Removes unwanted particles up to 30 microns
 Carbon filter- Gets rid of colour, odour and harmful pesticides
 Reverse osmosis: Excessive minerals and salts are removed
 Mineralisation and advanced filtration
 Micron filtration: Ensures that even the smallest particle is removed from the water
 Re-Ozonisation- Helps to maintain purity and quality in sealed condition
 Bottling and quality control- Most of the bottles are blown in plants to avoid external contamination
 Quality control- Stringent quality checks to meet quality standards
Market Size of Mineral water industry:

The bottled water market in India is expected to reach Rs. 403.06 billion by the end of 2023, from its current value of
Rs.160 billion, expanding at a compound annual growth rate (CAGR) of ~20.75% from 2018.
Based on volume, the market is likely to reach ~35.53 billion litres by 2023, expanding at a CAGR of ~18.25% from
2018 to 2023, according to a report “Bottled Water Market in India (2018-2023)” by Research and Markets.

Increasing health concerns, and unavailability of clean drinking water have led to the growth of the bottled water
market in India. The major bottled water brands operating in India are Bislery, Kinley, and Aquafina.

In India, bottled water is sold in four main types of SKUs – one-litre bottles, two-litre bottles, 500 millilitre bottles,
250 millilitre bottles, pouches, and barrels of 15-20 litres. Among the different SKUs, one-litre bottles have acquired
the largest market share of ~42% in 2018, followed by 500 millilitre bottles and 250 millilitre bottles. India accounts
for ~18% of the global population. In addition, the per-capita income of Indians witnessed a growth of ~8.6% in 2017.

Moreover, increased awareness among the growing population about the importance of safe drinking water for
maintaining good health, along with a sharp rise in per capita income is creating a demand for bottled water in India.

Tourists prefer bottled water to normal tap water. The rate of foreign tourists in India is expected to increase at a
rate of ~6.7% during 2015-2025. This, in turn, is anticipated to boost the sale of bottled water in India.

What makes Bisleri stand apart?

 125 Plants (13 owned), 3000 distributors and 5000 distribution trucks across the country
 Bisleri for everyone- Varied range of products to cater to the needs of the customer
 Bisleri in regional languages- Helps in connecting with their consumers better
 CSR- Successfully been a part of various initiatives like plastic recycling, rainwater harvesting, and ozone
treatment.
 Delivers highest quality- Every drop of water goes through a rigorous 10 step quality process and 100+ tests.
Trends:

 Flavoured bottle drinking water: This has become popular in India. Different kinds of flavoured
water containing fruit essence and artificial sweeteners like soda, cola, juice, and other sweetened
beverages often act as a substitute to plain bottled water. At times consumers prefer flavoured
bottled water to normal bottled water. This shift is developing an opportunity to expand the
product line of bottled water manufacturers in India.
 Shift from individual to institutional sales: Apart from individual sales, market players in India have
recently inclined towards institutional sales through partnership with airlines, movie theatres, and
hotels. Such partnerships are eventually increasing the penetration of the product in the market,
followed by rise in the overall sales volume in India.
 Change in water supply quality and Changing lifestyles: Consumers in India, especially in metro
and tier I cities, are shifting from traditional sourcing of drinking tap water using water purifiers to
20-litre bulk bottles. This shift is driven by the limited supply of municipal drinking water and the
large floating population in urban centres, who prefer purchasing bulk water than installing a water
purifier.
Market Share:

According to the Bureau of Indian Standards (BIS), there are approximately 1,200 bottling plants and 200 brands of
packaged drinking water across the country. Out of these 200 brands, 80% of them are local.

A number of popular brands in India are Bisleri, Kingfisher, McDowell’s No. 1, Aquafina, Bailley and Kinley. Among
these brands, Bisleri has captured the majority of the market share, and it stands at 36%. Coca Cola’s Kinley is next in
line with a 35% market share.

This is followed by Aquafina, at 15%. Other smaller brands that do not have a major market share in the mineral
water sector are Parle Agro’s Bailley, Kingfisher and McDowell’s No. 1.
Market Drivers:

 India accounts for ~18% of the global population. In addition, the per-capita income of Indians witnessed a
growth of ~8.6% in 2017. Moreover, increased awareness among the growing population about the
importance of safe drinking water for maintaining good health, along with a sharp rise in per capita income
is creating a demand for bottled water in India.
 Tourists prefer bottled water to normal tap water. The rate of foreign tourists in India is expected to increase
at a rate of ~6.7% during 2015-2025. This, in turn, is anticipated to boost the sale of bottled water in India.

Market Challenges:
 In recent years, a number of companies selling fake branded bottled water have cropped up in the market.
These players do not maintain quality and hygiene standards, which in turn leads to health issues among
consumers. As a result, consumers lose faith in bottled water, thus affecting the overall sales.
 Nearly 67% of the population resides in rural areas. However, the rate of penetration of bottled water is
significantly low in these regions. This, as a result, hinders the growth of the market in India.

SWOT Analysis of Bisleri India:

Strengths:

 Bisleri is India's largest packaged water brand with more than 30% market share
 It has an excellent distribution channel and availability
 It is offered in multiple SKUs from 250 ml to to 20 L
 Bisleri comes from the house of Parle which has a very positive brand image and legacy in India

Weakness:
 Bisleri brand may get diluted with soft drinks being launched under its name
 Counterfeit brands are easily available in market as Bisleri is a generic brand
 Poor profit margins to retailers.
 No special schemes adapted
 Preliminary marketing strategies

Opportunities:
 It should Leverage its parent brand Parle
 Bisleri needs to concentrate more on innovation in water segment e.g. Vedica brand
 Bisleri should consolidate market and have partnerships with local manufacturers and brands
 Bisleri can launch variants of its water focused on fitness market e.g. with added electrolytes etc which can
be targeted to gyms and fitness centres
 There should be innovation in packaging

Threats:

 Threat from other branded packaged water of other companies

 Lot of campaigning against packaged water and plastic bottles
 Ban against plastic
 Increasing awareness regarding health concerns due to usage of packaged plastic bottles.
 Retailers opting for other brands with better profit margins.
Porter’s 5 Forces model of Bisleri India:

Threat of substitutes

Brands launching flavoured water

Brands focused on the fitness market
Fruit juices, health juices and soft drinks
at substantially lower prices

Bargaining power of supplier Competitive Rivalry Bsargaining power of customer

Kinley Local brands are available for cheaper options
Increase in the cost of raw materials
Suppliers forming alliances with local players Aquafina Aggressive competition with around 200 registered
Kingfisher players
Ban of plastic bottles and usage
Bailley Demand is more than the supply in case of branded
of glass bottles Mc Dowells No.1 players

Threat of new entrants

Amul’s Narmada Neer

Qua
Tata water plus
Himalayan natural mineral water

Analysis on the buying behaviour of the customers:

The various areas that were visited for determining and analysing the buying behaviour of the customer are:

 Jaggat Farm, Greater Noida

 Ansal Plaza, Greater Noida
 Surajpur market, Greater Noida
 AIIMS, Delhi
 Faridabad, Delhi

Based on the field survey that we did among various suppliers and retailers, we were able to arrive at various
conclusions as follows:

1. Bottle Quality: Are you satisfied with the bottle quality?

Interpretation: Only less than 50% of the retailers were satisfied with the quality of bottles manufactured.
 2. Do you find the package appealing?

Interpretation: Packaging ids an important attribute to the product. It constitutes the overall visual appeal of the
product. It helps in grabbing customer attention. In the study, it was found that 40% were satisfied and 60% were
dissatisfied with the packaging of the product.

3. Is the profit margin substantial?

Interpretation: Retailers were not happy with the profit margins they were receiving. About 55% of the retailers
were dissatisfied with the margins.

4. Are you satisfied with the promotional schemes provided by the company?

Interpretation: 60% of the retailers were dissatisfied with the promotional schemes offered by the company.
 5. How do you rate the service?

Interpretation: Reatilers were asked to comment on the quality of service given to them by the distributor in terms
of delivery time, lead time , conditions of goods delivered etc.,

Here about 23% of the retailers felt that the quality of service provided was good.

6. Which is the most preferred brand in your outlet?

Interpretation: Retailers were asked to comment on the customer preferences while visiting their outlet. Here, about
45% of the customers preferred Bisleri over any other brand.

7. Do you get replacement for damaged goods?

Interpretation: Of all the retailers, 95% of them claimed that the damaged goods were replaced but 5% disagreed.

8. Do you feel that the company should provide fridge and display stands for their products?

Interpretation: 90% of retailers said that the company should provide fridge and stands for storing their products.

9. What do you think about Bisleri’s marketing strategy?

Interpretation: When asked the retailers regarding the impact and efficiency of the marketing policy followed, the
retailers had the following response.

25%- Excellent

38%-Good

32%- Average

5%- Poor
 10. Which of the following factors can motivate you to stock and sell a particular product?

Interpretation: Here, The responses from the retailers were as follows:

38% felt that profit margin to be the highest motivator

32%- Promotional schemes

9%- Product quality

21%- Company’s goodwill

11. What kind of promotional activity would you like from Bisleri?

Interpretation: From the pie chart we can interpolate that,

38%- Discounts

16%- Free gifts

14%- Merchandise

16%- Free gifts

 12. Are Bisleri products readily available to you in the market?

Interpretation: About 90% of the customers claimed that the products were readily available, however 10%
disagreed.

Recommendations:
1. Advertisement to build the brand image that will provide required ground to establish the brand.
2. Flavoured water without sugar and artificial ingredients could be introduced so that consumers also have a
healthy substitute to soft drink.
3. Bulk water delivery to home with no additional cost.
4. Awareness programs at health clubs, schools and nursing homes
5. Display hot and cold dispensers and bottles at places like hotels, clubs and airports and places where upper
class visit as they are potential customers.
6. Mineral water in poly bags.
7. To create awareness regarding the cost benefit analysis because of people using purifier systems over
packaged drinking water.
8. Redressal forums where people can convey their grievances.
9. Water storing fridges to big brands.
10. Buy 2 get 1 like offers can be introduced.
11. The quality of plastic bottles can be significantly improved especially for the middle-class people who don’t
prefer to throw away their bottles after one use.