WILL THIS MAN’S GAME PLAN

HOLD WATER?

Presented To:
Mr. Hitesh Manocha Presented By
Gaurav Chauhan

Punit Goyal

Tanvi Sudele

Tushar Ashok Kumar

 Market Overview
•One of the fastest growing industry in India

•The per capita consumption of mineral water in India

was a
mere 0.5-liter as compared to 111 liter in Europe and
45-liter in USA

•Consumption varies across region and is primarily

linked to the
level of prosperity

•The bottled water industry in India was worth Rs 500

Crore.
It was growing at 40 per cent a year and by 2010 it is
 Size and
Segment
The market was mainly segmented into three
segments:-

•Premium- Least Crowded with just four brands: French

transnational-
Danone's Evian ,Ferrarelle , Nestle's Perrier
and
San Pellagrino
•
•Popular- Most Crowded with Bisleri, Bailley, Aquafina,
and
Kinley (500 ml, 1 ltr, 1.2 ltr)
•
 Bisleri Overview
Bisleri Overview
•Started by Signor Felice Bisleri in 1965 by Bisleri Ltd., a
company of Italian origin

•Parle bought over Bisleri (India) Ltd. In 1969 & started

bottling Mineral water
•
•Mr. Ramesh J. Chauhan started expanding Bisleri
operations in 1995
§Turn over multiplied more than 20 times over a
period of 10 yrs
§Average growth rate was around 40% over this
period
 Contd…
•
•
•
•Rigorous R&D and stringent quality controls made
them market
leader in the bottled water segment

•Developed unique non-returnable pack size in 1L

and
returnable packs in 5L & 20L to suit the need of
every individual

•20 ltr and 5 ltr jars segment - 20% market share,

1 ltr Bisleri bottle - 35% share make them the
market leader in
this segment
 Vision
Our vision is to be the dominant player in the
branded water business where the second player
is less than 20% of our business.

Mission
We are in the business to serve the customer. He
is the most important person. He is the only one
who pays. He deserves the best quality and
presentation at a worth of the price. We must
have world class quality, at the lowest production
& distribution cost. This will make us an
 Key Trends
Trends in Mineral water
industry

•New entrants from other sector

•
•Wide packaging formats
•
•Brand building competition

•Quality differentiation
 Marketing Mix

Product
• Brand name
• Quality and Purification processes
• Variety ( 1Lt, 500ml, 5lt, 20lt)
• Unique Hexagonal Packaging

Price
o Volume Discount
o
 Marketing Mix (cont…)
Place
• Strong distribution channel (3.5 Lac outlet)
• No of plant (12 New plants would be set up)
• Market Coverage
• Fully owned Transportation
• Reverse logistics

• Promotion
• Pull Strategy (Ad budget has risen six fold)
• Push Strategy
• Play safe Ad campaign
 Pest Analysis
Political Environment
•Government failure to provide safe drinking water

•laws encouraging ground water exploration

•FDA and various govt. agency As mineral water is

covered under the Prevention of Food Adulteration
Act (PFA), drinking water is not and the Act must be
immediately amended to include

•Environmental regulation
 PEST Analysis

Economic Environment

•Developing economy
•
•Better Infrastructure:-
•
•Career Attributes:- Employment
opportunity
 PEST Analysis

Social Environment

•The quality of water available in the

country is
bad
•Scarcity of water
•Health Conscious People
•Population Growth rate
 PEST Analysis

Technological
Environment

Economies of scale
 Competition

•Launch their product on theme (Pure and

Safe)
•
•No big player in bulk segment
•
•no presence in small towns
 How Bisleri react to the
• growing
competition
•Introduced more pack sizes in 1.2 ltr, 300 ml
cups(smaller towns)

•More emphasize is given on bulk size segment( with

future growth of 75% )
•
•Investing heavily in vans to make their distribution
competitive
•
•Planning to invest over 150 Crore for expanding its
bottling operation
•
•Focused on thirst & status through advertisement
•
 SWOT Analysis

Strength
•Solid base of co.
•
•Brand
•
•Distribution channel
•
•Quality
•
•Innovation
 SWOT Analysis

Weakness

•Duplicity in the market

•
•Less awareness about mineral water
 SWOT Analysis

Opportunity
•Growth – cover untapped market
•
•Market expansion by acquiring local brands
•
•Premium pack
 SWOT Analysis

Threats
•Aggressive competition
•Low-entry barriers
•Restriction by government on
plastics
•Water purifier
 Recommendations
•They have sufficient funds to acquire local brands to
enhance the
•market share
•
•Can enter into the premium segment market
•
•They can tie up with large commercial complex,
hotels and air lines
•industries as they emerging sector
•
•They can target the youth segment
•
•Launching trendy packs to attract more & more
customer
•