Project Name: Product Life Cycle

of Bisleri
Group No :

Batch No :

25

THE PRODUCT LIFE

CYCLE

The stages through which individual products

develop over time is commonly known as the
Product Life Cycle.

The Product Life Cycle is an attempt to

recognize distinct stages in thee sales history of
the product.

DIFFERENT STAGES OF
PLC

Introduction :
The product is promoted to create awareness. If the
product has no or few competitors, a skimming
price strategy is employed. Limited numbers of
product are available in few channels of
distribution.

Growth :
Competitors are attracted into the market with very
similar offerings. Products become more profitable
and companies form alliances. Advertising spend is
high and focuses upon building brand.

DIFFERENT STAGES OF
PLC

Maturity :
Those products that survive the earlier stages
tend to spend longest in this phase. Sales grow
at a decreasing rate and then stabilize.

Decline :
At this point there is a downturn in the market.
For example more innovative products are
introduced or consumer tastes have changed.
There is intense price-cutting and many more
products are withdrawn from the market.

PRODUCT LIFE CYCLE

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GLIMPSE OF BISLERI
Founded
Headquarters
Key People

1965.

Andheri (E), Mumbai.

:

Felice Bisleri (Founder)

Ramesh J. Chauhan

(Chairman Bisleri International Pvt. Ltd.).

Products

Parent Company :

Bottled Water.
Parle Bisleri Ltd.

INTRODUCTION OF
BISLERI

In 1965 Bisleri introduced in Mumbai in two

varieties i.e. bubbly and still.

In 1969 Parle buys Bisleri bottled water from an

Italian company, Felice Bisleri it was bottled in
glass bottle then.

Bisleri is proud to have pioneered the concept

of bottled water in India.

GROWTH OF BISLERI

GROWTH OF BISLERI

Bisleri has undergone significant expansion in

their operations. The company has witnessed
an exponential growth with their turnover
multiplying more than twenty times in a short
span of 10 years.

The Average growth rate over this period has

been around 40% with Bisleri enjoying more
than 60% of the market share in the organized
mineral water segment.

The overwhelming popularity of 'Bisleri' and

the fact that they were the pioneers of the
bottled water industry in India has made them
synonymous to Mineral water and a household
name. So naturally 'When you think of bottled
water, you think Bisleri.

GROWTH OF BISLERI
Early 1980s :
It shifts to PVC (poly vinyl chloride) bottle.
Mid 1980s:
Switches to PET bottles, which meant more
transparency and life of water.
In 1991 :
Introduces 20ltrs container to bring the price
down from 10 per/ltr to 2rs per/ltr for home and
office economical pack.
In 1995 :
Bisleri launches a 500ml bottle and sales shoots
up.
In 2000:
Launches BADA BISLERI a 1.2ltrs pack of 12rs.

GROWTH OF BISLERI
In 2005 :
Bisleri launches its break away seal, fear factor
and play safe campaigns which establishes its
purity and safety.
In 2006:
Bisleri changes its design and packaging from blue
to green, differentiating itself from the
competition.
In 2010:
Launches a limited edition of celebration and
celebrate cricket labels in 250ml and 500ml packs.
Also launched Vedica-natural mountain water
from the Himalayas.

ADVERTISEMENT

ADVERTISEMENT
Bisleri Knowing the increasing competition,
realized that it
had to reposition itself, to arrest it decline market
share.
They changed their Earlier image was PURE AND
SAFE
to THE SWEET TASTE OF PURITY.
They launched a PLAY SAFE ad campaign.
Company try to add a fun element for the
rejuvenation
for its BADA BISLERI Brand.
They change there color from Blue to Green
differentiating itself from the competition.

ADVERTISEMENT
Late 1990s.
Ad campaign brand image - 'There is just one
Bisleri.
Print-and-TV campaign - Pure and Safe."
Safety feature - tamper proof seals.
Weakness of conventionally sealed bottles
-"breakaway" seal.

ADVERTISEMENT
From 2000.
Play Safe ad campaign to make its brand stand
apart
Targeted the youth and hoped to convey a
social
message.
Shift in positioning from "pure and safe" to
"play safe.
"Our observation is that people consume
mineral
water not for the minerals, but for safety.
Hence the
word "safe" is critical."

ADVERTISEMENT
The overwhelming popularity of 'Bisleri' and the
fact that they were the pioneers of the bottled
water industry in India has made them synonymous
to Mineral water and a household name. So
naturally 'When you think of bottled water, you
think Bisleri.

MARKET SEGMENTATION

Market Segmentation :
Market Segmentation is the process of
dividing a total market into market
groups consisting of people who have
relatively similar product needs and it
pertains to the division of market
consumers into person with similar
needs and wants.

MARKET SEGMENTATION
Brand

Bisleri
Aquafina

Kinley

Packaging

Price (in Rs)

per bottle

250ml

500 ml

1 litre

10

1.2 litres

12

2 litres

20

5 litres

30

20 litres

75

500 ml

1 litre

12

500 ml

1 litre

12

20 litres

75

MARKET STRATEGIES

Market Strategies :
Market Strategy is the process or model
to allow a company or organization to
focus limited resources on the best
opportunities to increase sales.

MARKET STRATEGIES
In Marketing Strategy Bisleri used various
type of packing option to targeted customer.
With 500ml pack Bisleri targeted teenagers,
college
students and roadside consumers. Also aimed to
supply
to the Indian Railways.
With 1ltr pack Bisleri targeted general consumers
and
travelers.
With 1.2ltr pack Bisleri targeted the consumers

MARKET STRATEGIES
With 2ltr pack Bisleri targeted Small offices,
shopkeepers
and households.
With 5ltr pack Bisleri targeted Households,
Institutes,
offices, retail shops, showrooms.
With 5ltr pack Bisleri targeted households,
institutes,
offices, schools and college.
Bisleri also provides 150ml cups - for Indian
Airlines

COMPETITORS
Brand : Kinley.
Company : Hindustan coca cola beverages
Private
limited.
Product : Packaged drinking water.
Targeted Market : Health conscious people.
Trade Promotion : Effective TV ads
(Boond Boond Mein Vishwas).
Weakness : Not able to penetrate in interior area
since
they have not appointed distributors in most of
area.

COMPETITORS
Brand : Aquafina.
Company : Pepsico India Limited.
Product : Packaged drinking water.
Targeted Market : Health conscious people.
Trade Promotion : Banking on parent Co.
Weakness : It seems that many time product is
not
available.

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