A STUDY ON

MARKETING
STRATEGIES
OF BISLERI
GUIDE – PROF. PADMAVATHI

BY SHWETA
CHOUDHARY
Bisleri
• Water is a key to social equity to environmental
stability and to cultural diversity. Water is also
firmly linked with health. Pure and safe drinking
water has always been a necessity. Necessities of
Packaged Mineral Water
• Quality Water for health conscious people
• Easily Assessable - Improper water supply
• Started by “Signor Felice Bisleri” an Italian
entrepreneur in the year 1965.
• First company to start packaged drinking water in
India. In 1967 Bisleri set up a plant in Mumbai.
• Bisleri then was introduced in Mumbai in glass
bottles in two varieties – bubbly & still in 1965.
• Parle bought over Bisleri (India) Ltd. in 1969 and
started bottling water in glass bottles under the
brand name ‘Bisleri’.
• Bisleri was synonymous with branded water market
in early 1990s.
• Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.
• In 1995 Ramesh J. Chauhan started expanding
Bisleri operations.
• In 2003 Bisleri announced its venture to Europe.
• After that Ramesh J. Chauhan sold his stake to
Wakharikar & Sons,but all operations are under
Ramesh J.Chauhan.
• At present the bottled water industry is estimated at about
Rs. 9010 crores in India.
• The estimated industry size touch the Rs 10,000 crore mark
in the 2012-13 fiscal.
• The industry which is growing at the rate 9% p.a.
• Estimated to grow around Rs. 160 billion in 2018
• The global bottled water market, which saw an increase of
40- 45% over the past five years, is currently valued at close
to US$ 200 billion
OBJECTIVE
• To determine the market share of Bisleri Brand of
Bottle Water.
• To find out the preference level of respondents
regarding Bisleri Brand of Bottle.
• To assess the brand awareness of the Bisleri in the
Mineral Water Segment.
• To Study the brand positioning of Bisleri.
 STRENGTH WEAKNESS
> Range of pack sizes > Transportation cost
> Strong brand image > Unable to fulfill demand
> Wide network of plants

SWOT
ANALYSIS

OPPORTUNITIES THREATS
> Global Market
> Easy entry
> Growing industry
> Competitors
> Increasing water pollution
> Health consciousness of
customers is increasing
RESEARCH METHODOLOGY

Methods of data collection

• Primary data
• Secondary data
Instrument of Data Collection
• Questionnaire
FINDINGS
• According to responses, 75% respondents prefer
Bisleri, 11.1% respondents prefer Aquafina, 8.3%
respondents prefer Rail Neer and 5.6% respondants
prefer Himalayan and Kelzai.
• Mostly retailers prefer to sell Bisleri brand because of
demand, brand and profit margin.
• Bisleri is the most selling brand in the specific region it
is at 44% selling among the competitors.
• Retailers those are selling Bisleri brand of packaged
drinking water is 50%
• Most of the customers first ask for Bisleri bottle water
just because of its Generic name not because of brand
loyalty.
SUGGESTIONS
• I would suggest that Bisleri must keep Glass
packaging also so as to capture all level of market.
• The taste of Aquafina varies a lot from Bisleri
• It should be available at local vendors at low cost.
• Water is necessary for life so the price should be
marginal and same at all places (Including
Restaurants/Hotels).
Thank You!!