Bisleri- Marketing Strategy

Presented By –
Akash Dash- 72
Aditya Johri-77
Neha Tripathi-55
Vipul Raj-46
Suhaas-28
Akash Bharadwaj-32
 BRIEF OF THE CASE STUDY
• Bisleri International Pvt. Ltd is an Indian beverage company brand of
Parle Group.
• Early 1990’s – Bisleri, Market Leaders, Market share-70%
• Market penetration- MNC’s (Coca-cola, Pepsi, Nestle)
• MNC’s- established distribution network
• Market got segmented
Premium
Popular
Bulk segment
• Bisleri became market leader in bulk segment.
• In June 2001, Bisleri market share - 47%, Aquafina and Kinley
together accounted – one third of market.
• Bisleri focuses on bulk segment and take time to strengthen in bulk
segment.
 About the company
• Bisleri International Pvt. Ltd – Indian
beverages company
• Founded – 1965
• Headquarter – Mumbai
• Parle group acquired Bisleri from Italian
entrepreneur- Signor Felice Bisleri
 Micro Environment
• Company – Parle.
• Suppliers - River water or ground water depending
on the permission obtained.
• Marketing Intermediates – Local Stores, Super
Markets.
• Competitors – Kinley, Aquafina, Bailey, Local Brands.
• Level of competition –Brand level competition.
• Public –Potential consumers.
• Customers – All age groups.
 Macro Environment
• Demographic Factor
Opportunity- Increase in population.
Threat- Due to increase in population we are not
able to supply water according to demand.
• Economic Factor
Opportunity- Increase in purchasing power.
Threat- People preferring the premium brands.
 Macro Environment
• Natural Factor
Opportunity- Use of ground water
Threat- Level of ground water decreasing day by
day.
 Macro Environment
• Political-Legal Environment
Opportunity- There is a stable govt at the center with
liberal policies.
Threat- Other political parties protesting against
pricing of water.
• Technological Environment
Opportunity- Use of technology like distillation &
activated carbon filters etc helps in better quality.
Threat- Entry of new competitors.
 Consumer Behavior
Factors affecting consumer behavior
• Social Factor:
Reference Group
Role and Status
• Cultural Factor:
Social Class- Middle and Upper
 Consumer Behavior
Buying decision process
• Problem Recognition:
Thirst
Pure (mineral) water
• Information Search:
Commercial- TV Commercial’s , Print Advertisement
• Evaluation of alternative:
Mineral Water - purity, quenching thirst
• Purchase decision :
Uncertain
• Post purchase decision:
Satisfied
 Consumer Behavior
• Rational Customer
• Maslow’s Hierarchy – Basic Needs
 Consumer Behavior
Need, Goal & Motivation
• Need – Innate Needs
• Goal – Generic Goals
• Positive Motivation
• Physiological Arousal
 Consumer Behavior
Personality
• Freudian Theory – Ego (Rational, Planner, Measured).
Perception
• Gestalt Psychology
Selective Attention – Keep repeating the brand name
• Just Noticable Difference
Stimuli 1 – Pure water, Stimuli 2 – Sweet taste.
• Risk – Physical Risk
 Consumer Behavior
Learning
Process - Incidental
Repetitive – frequency of ads
Stimulus Generalization-(pure water and
bisleri)
• Brand extension-Line extension
• ELM(Elaboration likelihood model)
Central route to persuation
• Low level of involvement
 Consumer Behavior
Attitude
• Multi attribute model

Social and Cultural settings

• Associative group - Approachable
 Segmentation
• Geographic
Urban / semi-urban areas
Tier I and Tier II
• Demographic
Income- Middle and Upper
• Psychographic
Change in lifestyle and perception.
• Behavioural
Benefits- Thirst Quenching, Quality, Purity
Loyalty- Switchers
 Target Audience
• Hotel
• Restaurant Chain
• Household
• Large shops and commercial complexes
• Youth
 Competitive Frame Of Reference
• Brand Level
Positioning
•Point of parity (POP)
Category - Mineral water market
Characteristics - Guarantee purity
Contain essential minerals
Convenience & Availability
Packaging
Competitors - Kinley, Aquafina, Bailey and other local
players.
• Point of Difference
Pure and healthy
Tamper proof seal
Sweet taste of water
 Perceptual Map
Healthy
Bisleri

Aquafina

Kinley

Local Brands
Impure Pure

Unhealthy
 Marketing Mix
Product
• Consumer value hierarchy-
Basic Product- Drinking water
Expected Product- Packaged mineral water
Augmented Product- POD = quality and purity
 Marketing Mix
• Product Hierarchy-
Need Family - Thirst
Product family - Water
Product class - Mineral water
Product line - Packaged drinking water
Product type - Kinley, Aquafina, Bailley
Item - 300ml, 500ml, 1 litre, 5 litre, 20 litre
 Marketing Mix
Price
• Going rate pricing (before diversification)
• Penetration pricing (after diversification)
 Marketing Mix
Place
• 2 way marketing channel
1) Manufacturer – Wholeseller – Distributor - Retailer
2) Direct selling to end customer – office, institutions etc.
 Marketing Mix
Promotion
• Advertising-
TV commercial
Famous Ad (Play safe)
Print Advertisement
• Transformational Appeal
From pure and safe to play safe
Thank You