CORPORATE INTRODUCTORY PROJECT

REPORT
ON
BISLERI INTERNATIONAL PVT.LTD

BY
NAME: Debashis Bal

COURSE: MBA

SEMISTAR: First

ROLL NO: 11

SECTION: Innovation

INTERNATIONAL INSTITUTE OF BUSINESS STUDIESS

KHB Main Road, R.T.Nagar Post, Bangalore-560 032

2008-2009
CONTAINS…………..
1.COMPANY INTRODUCTION
2.ORIGN
3.KEY PERSON
4.TYPES OF PRODUCT
5.MANUFACTURING PROCESS
6.McKINSY”7S
7.COMPITETERS
8.ADVERTISEMENT STRATEGY
9.CONCLUSION.
BISLERI INTERNATIONAL PVT. LTD
Address
Regd. Office :
Western Express Highway, Andheri (E), Mumbai -
400 099.
Tel.: 022 - 6695 3030 / 6695 3031.
WWW.bisleri.com
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 unbeatable leader, and will have satisfied loyal
customers.

Vission- Our vision is to be the dominant player in the branded water business
where the second player is less than 20% of our business.

Value- Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness

& Transparency

Bisleri Today
The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.
However in an effort to offer something special to our loyal consumers. company has
recently introduced Bisleri Natural Mountain Water - water brought to you
from the foothills of the mountains situated in Himachal Pradesh. This newly launched
offering has widened our product range to two variants: Bisleri with added minerals and
Bisleri Mountain Water .
Message

Rigorous Research and Development and stringent quality controls have made BISLERI
market leaders in the bottled water segment. Bisleri has always been committed to
offering every Indian pure and clean drinking water. Hence Bisleri water is put through
multiple stages of purification, ozonisation and is hygienically packed for final
consumption.

To maintain strict quality controls in every unit, we not only purchase caps from
approved vendors, we also manufacture our own bottles, in-house. To be at par with
International standards, we have recently procured the latest state-of-the-art machinery
which has not only helped us improve packaging quality but has also reduced raw
material wastage and doubled production capacity.

You can rest assured that you are drinking safe and pure water when you consume
Bisleri. Bisleri is free of impurities and is 100% safe. Enjoy the sweet taste of Purity!

ORIGIN

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in
two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This
company was started by Signor Felice Bisleri who first brought the idea of selling bottled
water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass
bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable
bottles & finally advanced to PET containers.
Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a period of 10
years and the average growth rate has been around 40% over this period. Presently we
have 8 plants & 11 franchisees all over India. We have our presence covering the entire
span of India. In our future ventures we look to put up four more plants in 06-07. We
command a 60% market share of the organized market. Overwhelming popularity of
'Bisleri' & the fact that we pioneered bottled water in India, has made us synonymous to
Mineral water & a household name. When you think of bottled water, you think Bisleri.

Bisleri value the customers & therefore have developed 8 unique pack sizes to suit the
need of every individual. Bisleri has present in 250ml cups, 250ml bottles, 500ml, 1L,
1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.
Till date the Indian consumer has been offered Bisleri water, however in our effort to
bring to you something refreshingly new, we have introduced Bisleri Natural Mountain
Water - water brought to you from the foothills of the mountains situated in Himachal
Pradesh. Hence our product range now comprises of two variants : Bisleri with added
minerals & Bisleri Mountain Water.

It is Bisleri commitment to offer every Indian pure & clean drinking water. Bisleri Water is
put through multiple stages of purification, ozonised & finally packed for consumption. .
Rigorous R&D & stringent quality controls has made us a market leader in the bottled
water segment. Strict hygiene conditions are maintained in all plants.

InBisleri endeavour to maintain strict quality controls each unit purchases performs &
caps only from approved vendors. Bisleri produce our own bottles in-house. Bisleri
recently procured the latest world class state of the art machineries that puts us at par
with International standards. This has not only helped us improve packaging quality but
has also reduced raw material wastage & doubled production capacity. You can be rest
assured that you are drinking safe & pure water when you consume Bisleri. Bisleri is free
of impurities & 100% safe. Enjoy the Sweet taste of Purity !
KEY PERSON

RAMESH CHAUHAN

Chairman

BISLERI INTERNATIONAL
 Recent Message-“Every bottle water is called Bisleri, and that is
What we need to overcome . If we are able to do ten times of what we are currently
doing, then we would be in a satisfactory position.”

HIS RECENT CLAIM

To have 60% of the Ruppess 2000-crore crowed market for bottled water, and
his brand, Bisleri, is valued at Rs3000-crore.

NUMBERS OF FACTORIES

Bisleri is committed to meeting the needs of its customers across the country. To effectively
service the end consumer Bisleri has been working to continuously establish fresh bottling and
distribution capacities.

Over the course of the last one year, capacities have come up at:

Location Effective date

Wadki, Maharashtra 17.08.2007
Ahmedabad, Gujarat 13.11.2007
Chennai, Tamil Nadu 15.11.2007
Andaman & Nicobar 18.12.2007
Madurai, Tamil Nadu 05.01.2008
Rajampet, Andhra Pradesh 29.01.2008
Mysore, Karnataka 29.02.2008
Udaipur, Rajasthan 01.03.2008
Kanpur, Uttar Pradesh 01.04.2008

The period from August to December 2008 will see the following additional capacities go on
stream:

Location:
Nagpur, Maharashtra
Wada, Maharashtra
Dahisar, Maharashtra
Nanded, Maharashtra
Chennai, Tamil Nadu

Over the next 18 months, from August 2008, further capacities are being targeted in the following states:

• Punjab
• Haryana
• Uttar Pradesh
• Himachal Pradesh
• Rajasthan
• Assam
• West Bengal
• Gujarat
• Karnataka
• Andhra Pradesh
• Tamil Nadu
• Kerala

Puducherri
ABOUT PRODUCT
We at Bisleri value our customers & therefore have developed 8 unique pack sizes to suit
the need of every individual. We are present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L,
2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date
the Indian consumer has been offered Bisleri water, however in our effort to bring to you
something refreshingly new, we have introduced Bisleri Natural Mountain Water - water
brought to you from the foothills of the mountains situated in Himachal Pradesh. Hence our
product range now comprises of two variants : Bisleri with added

minerals & Bisleri Mountain Water

It is Bisleri commitment to offer every Indian pure & clean drinking water. Bisleri Water is
put through multiple stages of purification, ozonised & finally packed for consumption. .
Rigorous R&D & stringent quality controls has made us a market leader in the bottled water
segment. Strict hygiene conditions are maintained in all plants
Treat your family to pure Bisleri, in economical, tamper-proof 20L packs:

Insist on using Bisleri with the 'specially-developed faucet'. The new

faucet ensures that Bisleri is dispensed directly from the jar, leaving no
chance for contamination. Also avoid using hot and cold machines or any
dispensers, since they could be a source ofcontamination.

\
Max Retail Price : Rs. 70/-
Deposit Rs. 150/- (refundable)
Stand : Rs. 60/-
Faucet : Rs. 15/-
Treat your family to pure Bisleri, in economical,
tamper-proof 15L packs:

Insist on using Bisleri with the 'specially-developed

faucet'. The new faucet ensures that Bisleri is dispensed
directly from the jar, leaving no chance for
contamination. Also avoid using hot and cold machines or
any dispensers, since they could be a source
ofcontamination.

Max Retail Price : Rs. 70/-

Deposit Rs. 150/- (refundable)
Stand : Rs. 60/-
Faucet : Rs. 15/-
:

Insist on using Bisleri with the 'specially-developed faucet'. The new faucet ensures that Bisleri is
dispensed directly from the jar, leaving no chance for contamination. Also avoid using hot and cold
machines or any dispensers, since they could be a source ofcontamination.

Max Retail Price : Rs. 70/-

Deposit Rs. 150/- (refundable)
Stand : Rs. 60/-
Faucet : Rs. 15/-
Treat your family to pure Bisleri, in economical, tamper-proof 1.5L packs:

Insist on using Bisleri with the 'specially-developed faucet'. The new faucet ensures that
Bisleri is dispensed directly from the jar, leaving no chance for contamination. Also avoid
using hot and cold machines or any dispensers, since they could be a source ofcontamination.

Max Retail Price : Rs. 70/-

Deposit Rs. 150/- (refundable)
Stand : Rs. 60/-
Faucet : Rs. 15/-

serve with 1l bottle

Insist on using Bisleri with the 'specially-developed faucet'. The new
faucet ensures that Bisleri is dispensed directly from the jar, leaving no chance for contamination.
Also avoid using hot and cold machines or any dispensers, since they could be a
sourceofcontamination.

Max Retail Price : Rs. 70/-

Deposit Rs. 150/- (refundable)
Stand : Rs. 60/-
Faucet : Rs. 15/-

Faucet : Rs. 15/-

Treat your family to pure Bisleri, in economical, tamper-proof 250 ml packs:

Insist on using Bisleri with the 'specially-developed faucet'. The new faucet ensures that Bisleri is
dispensed directly from the jar, leaving no chance for contamination. Also avoid using hot and cold
machines or any dispensers, since they could be a source ofcontamination.

Max Retail Price : Rs. 70/-

Deposit Rs. 150/- (refundable)
Stand : Rs. 60/-
Faucet : Rs. 15/-

The water that almost descends from the Gods:

TYPES OF PRODUCTS
HIMALAYA WATER

The Himalayas, the abode of the Gods, where the earth meets the heavens and where
in lies nature's untouched bounty. White glaciers, snow-capped mountains and a
plethora of exotic herbs and other flora that have therapeutic properties. This is where
you'll find a treasure trove of hidden natural spring water that flows through natural
purifying filters, mineral rich rocks and herbs from which it absorbs many healing
properties. We bottle this pristine spring water directly at source, at the foothills of the
Himalayas.

And now you, our dearest customers, will get every drop of purity, right here, in this
bottle.
Bisleri Mountain Water is available in 500ml. bottles & 1 litre bottle

Bisleri with Added Minerals:

This product is bottled drinking water at its best. Bisleri with added minerals has a TDS
count (total dissolved solids count) of approximately 100. It contains minerals such as
magnesium sulphate and potassium bicarbonate which are essential minerals for
healthy living. They not only maintain the pH balance of the body but also help in
keeping you fit and energetic at all times.

Bisleri with added minerals is also put through multiple stages of purification to ensure
the elimination of all forms of bacteria. This makes the water you drink completely safe
to consume. Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml
bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans

MOUNTAIN WATER

For over 30 years, Bisleri has been the pioneer in the bottled water industry with its
innovations and an eye for perfection. And ever since it was established in 1969, Bisleri
has constantly searched for inspiration in nature.

This search has now led us to the new Natural Mountain Water. Inspired by nature, it
comes to you from a pristine source situated in the beautiful and scenic mountains of
Northern India.
Natural Mountain Water resonates with the energy and vibrancy of health and well-
being. It is packed with the goodness of nature's minerals which will refresh your senses
and rejuvenate you. We invite you to experience our Natural Mountain Water - The
sweet taste of purity.

MANUFACTURING PROCESS
1.PURIFICATION

Every drop of Bisleri water is purified as per international standards to ensure that your
Bisleri experience always remains pure and satisfying for longer. The following is a brief
understanding of the water treatment process.

CHLORINATION:
Kills micro organisms. Remove organic matter.
ARKAL FILTER:
Removes suspended matter and turbidity.

CARBON FILTER:
Removes residual chlorine & odours

REVERSE OSMOSIS:
Removes organic material. Controls total dissolved solids in the water.

ADDITION OF MINERALS:
For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION:
Additional safety measures to guarantee purity.

OZONATION:
Ensures water remains bacteria free for longer life.

PACKING……
The most critical aspect of our bottling process that sets us apart from the rest of the
industry is the fact that our bottles remain untouched right through the rinsing, filling,
capping and labeling operations.

Filling:
Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the
RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which means
that every bottle is held by the neck automatically while being inverted, rinsed and
sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-inverted
and transferred to the filler. At the filler these bottles are straightened up and gradually
lifted to the filling valves which open only when a bottle is placed under them. Filling is
then done systematically through gravity.
Capping:
After the filling process the bottles are then transferred to the capping section. Here
ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our
water is ozonated all product contact parts are of 316L grade stainless steel and the
rubber parts are of EPDM.

Labelling:
From the capping section the bottles are directly sent to the labeling section. All Bisleri
bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows
each individual bottles to be spaced out and fed to the labeling station where precisely
cut labels with a strip of hot melt glue at the leading and trailing edge, get rolled around
the bottle. These labels are fed into the machine in a roll form too.

Quality Check:
From here on, the bottles go through an online check where qualified personnel inspect
each bottle for any leaks or breakages. They are then packed into sturdy cartons which
are dispatched to the market by our fleet of trucks.

SOME OTHER TEST WITH BISLERI

Water - the Beverage your Body Needs Most
When we were kids in school, we learned that each molecule of water is made up of two
hydrogen atoms and one oxygen atom. We also learned that it was great fun to fill up
our squirt guns with water, at least until the principal caught us. What we really didn't
learn, however, was how much water we needed in order to be healthy human beings

LEMON WITH BISLERI

Lemon Sorbet

Peel of 1 lemon diced small

1 cup Bisleri
11/2 cup sugar
1/2 cup lemon juice

Make a syrup by combining the finely diced lemon peel with the water and the sugar in a
non-corrosive pan. Bring to a boil, reduce heat and simmer for 5 minutes. Remove from
the heat and let cool. Combine the syrup with the lemon juice and the Bisleri mineral
water. Pour into ice cream maker and follow manufacturer directions.
Peach Amaretto Sorbet
1/2 cup Bisleri Mineral Water
2 cup sugar
2 cups diced very ripe peeled peaches
2 teaspoons lemon juice
3 tablespoons amaretto
In a medium saucepan, combine Bisleri mineral water, sugar and peaches. Simmer over
medium heat until peaches are tender, about 5 minutes. Remove from heat and cool.
Puree in blender with lemon juice and Amaretto. Place mixture in a metal dish, cover
and freeze for 4 or more hours,. Stirringtheouterfrozenmixtureincentereveryhal

McKinsy”s 7s- Description

The Hard S’s

Strategy Actions a company plans in response to or
anticipation of changes in its external environment.
Structure Basis for specialization and co-ordination influenced
primarily by strategy and by organization size and
diversity.
Systems Formal and informal procedures that support the
strategy and structure. (Systems are more powerful
than they are given credit)
The Soft S’s
Style / Culture The culture of the organization, consisting of two
components:

• Organizational Culture: the dominant values and

beliefs, and norms, which develop over time and
 become relatively enduring features of
organizational life.

• Management Style: more a matter of what

managers do than what they say; How do a
company’s managers spend their time? What are
they focusing attention on? Symbolism – the creation
and maintenance (or sometimes deconstruction) of
meaning is a fundamental responsibility of
managers.
Staff The people/human resource management –
processes used to develop managers, socialization
processes, ways of shaping basic values of
management cadre, ways of introducing young
recruits to the company, ways of helping to manage
the careers of employees
Skills The distinctive competences – what the company
does best, ways of expanding or shifting
competences
Shared Values / Guiding concepts, fundamental ideas around which a
Superordinate business is built – must be simple, usually stated at
Goals abstract level, have great meaning inside the
organization even though outsiders may not see or
understand them.

Effective organizations achieve a fit between these seven elements. This

criterion is the origin of the other name of the model: Diagnostic Model for
Organizational Effectiveness.

If one element changes then this will affect all the others. For example, a
change in HR-systems like internal career plans and management training
will have an impact on organizational culture (management style) and thus
will affect structures, processes, and finally characteristic competences of
the organization.

In change processes, many organizations focus their efforts on the hard

S’s, Strategy, Structure and Systems. They care less for the soft S’s, Skills,
Staff, Style and Shared Values. Peters and Waterman in “In Search of
Excellence” commented however, that most successful companies work
hard at these soft S’s. The soft factors can make or break a successful
change process, since new structures and strategies are difficult to build
upon inappropriate cultures and values. These problems often come up in
the dissatisfying results of spectacular mega-mergers. The lack of success
and synergies in such mergers is often based in a clash of completely
different cultures, values, and styles, which make it difficult to establish
effective common systems and structures.

The 7-S Model is a valuable tool to initiate change processes and to give
them direction. A helpful application is to determine the current state of
each element and to compare this with the ideal state. Based in this it is
possible to develop action plans to achieve the intended state.

DETAILS
Structure-
Bisleriis always willing to try new structures in new situations. The
dynamic change in the business requirements is effectively handled by
maintaining a flexible organization structure and openness. Delegation of
authority and responsibility and freedom to work has enhanced
decentralization resulting in quick and effective decision making. The
senior management including Executive Directors and Managing Directors
interact with employees at different levels at different forums. Employee
level or category does not restrict the access to top management. The
non-hierarchical reporting and feedback a

re being used effectively and have improved communication amongst all

levels.

System-
As part of Bisleri Group, we share a strong set of values that serve as the
foundation for our individual and Group performance. Upheld daily by each
of us, through our involvement, actions and initiatives, we are working for
what really matters — health.

Shared value-
Bisleri Pvt .Limited was incorporated in 1965 under the name Bisleri parle
Private Limited. Over the years, its name was changed to Bisleri Private
Limited, Hoechst India Limited .

Bisleri is one of the world's leading Bottled water company and its 100%
subsidiary, Hoechst GmbH, are the major shareholders Bisleri
international lPVTLimited and t ogether hold 60 % of its paid-up share
capital

Style-
Bisleri Pvt. Limited in India provides bottled water for the assured that you
are drinking safe and pure water when you consume Bisleri. . Bisleri is free of impurities
and is 100% safe. Enjoy the sweet taste of Purity!

Skill-

We must be open-minded in our solutions and thrive on the uniqueness of

our people and teams. Creativity leads to innovation, and innovation leads
to the creation of a unique foundation for leadership.

Staff-

Bisleri group is present throughout the world, and this means They can
approach water and their purity in the context of different cultures and
socio-economic environments. This proximity is key to the success of our
access to healthcare policy. It enables us both to respond to emergencies
and adapt our solutions in the best possible way.

Growth strategy-
Dare to dream about the things you might accomplish. Bisleri must set
ambitious objectives that form the foundation of our future success. Bisleri
must make progress in the face of uncertainty and approach our work with
the mindset of an entrepreneur

COMPETETERS
That is not bad going , copncidering that the market for bottled water
has three

Strong national players other than BISLERI :

1.Aqafina

2.Kinsley

3 . Tata’s Himalayan

And countless regional pretenders

According to Ramesh Chauan the chairman of BISLERI INRERNATIONAL

“The water business is huge and is going to get much larger .

He points to a study on beverage market that indicates water is 2.2 times

the size of the soft-

Drink market , in terms of litres .

BUT STILLNOW BISLERI INTERNATIONAL HAS 60% MARKETSHARE OF ITS

OWN .
Almost a year after Tata Tea bought the "Himalayan" brand of bottled water owned by
Mount Everest Mineral Water, the company is ready with its plans to leveraging the
brand. Announcements will be made within a fortnight regarding the future of Himalayan.

The company has been aiming to establish itself as a global player in

beverages, especially in the verticals of tea, coffee and water. After selling its stake in Glaceau in
2006-end for a profit of $523 million that it earned within a year of buying the stake, the
company went on to buy an over 30% stake in Himalayan.

Himalayan is a natural water brand, with majority of its business being institutional. Natural
water segment is growing at 15% annually. The market size for bottled water is Rs 1,200 crore,
and only 10% of this is natural water.

Natural water differs from regular packaged water in that it is packaged at its source in its present
form and involves no process.

Himalayan's bottling plant is in Himachal Pradesh, with a bottling capacity of 2.5 lakh litres per
day.

It is based at a perennial source, the only one in India, making it a great business venture. The
aquifer in Himachal (zones in the earth where water is stored) has a huge reserve with a potential
on a replenishable basis to tap up to four to five times the Evian water source output at present.

Evian is present in the Alps, the only other major natural water source.

ACCORDING TO AQUAFINA

Bisleri sold its premium brand of bottled water with the slogan "from the
Himalayas'' helping it to nibble into the premium water market segment. The
use of the Himalaya name landed Chauhan into a legal spat with the Tata Group.
Bisleri has already formed tie-ups with JW Mariott and Hyatt Regency to sell its
mountain water brand.

Secondthing they give the slogan “OUR PRODUCTS ARE GOOD ,BUT OUR
DEALERS ARE VERY LAZY .

BISLERI ACHIVEMETS

1. Annual growth rate of Bisleri :35-40 percent

2. Bottles sold per day :15 million
3. Numbers of retail outlets covered : 3,15,000
 4. Execlusive distributers : 3,400
5. Numbers of factories :54 , will have another 30-32 more by 2010

GRAPH

[Comparison between companies regarding sales ]

ADVERTISEMAENT STRATEGY-
It is our endeavour to be recognized .

social responsibility is our passion. The company’s commitment, aligned with

that of the Group, extends beyond issues of health alone. We take pride not
only in providing products that facilitate health and well-being, but also in
shouldering responsibilities towards society.
 It is obvious that reach holds the key to the market. With 16 plants at14 locations
across the country (except the east), he is planning double capacities at all of them to 200 million
cases a day. For this he plans to invest at least Rs 60 crore to upgrade facilities. By the year 2002,
he hopes to increase Bisleri’s reach five-fold to almost 2,500 towns and cities and will pump Rs
200 crore into the Bisleri brand. These measures, he hopes, will give Bisleri a market share of
more than 85 per cent by the year 2002.

At the same time he is pursuing a multi-pack and multi-price strategy.

Today Bisleri offers 7 packaging options; a 250-ml cup and bottles in 500
ml, 1-litre, 2-litre, 5-litre, 12-litre and 20-litre packs. The 1-litre bottle
accounts for nearly 50 per cent of the sales, with the 2-litre bottle taking
up 20 per cent of the sales. The remaining sizes share the balance. Not
only does he plan to make the basic pack-sizes available all over the
country, he has also decided to create greater variety in packaging. With
innovation in packaging being a key, the company has introduced a new category, the 12-litre
pack in water-scarce city of Chennai and this has proved tremendously popular.

Mr. Chauhan is also pursuing a price strategy and is confident that with the growth in volumes he
will be able to bring down the prices. He feels that Bisleri is priced to benefit volume purchase.
For instance while the 1-litre bottle is priced at Rs 10, the 2-litre bottle is priced at Rs 15 (Rs 7.50
per litre), the 5-litre pack at Rs 20 ( Rs 4 per litre) and the 20-litre pack at 70 (Rs 3.50 per litre).

While on the one hand he feels that the 500ml and the 250ml packs are the growth area of the
future, he is also targeting the household segment with the large pack sizes. Households, he says,
in certain parts of the country spend a huge amount of money on fuel in order to purify water. For
instance, in the water-scarce south, people spend large sums of money to buy water and still more
to purify it. With the runaway hit of its new 12-litre product in some cities of the south, the
company is finding it difficult to meet the demands of these markets.

Mr. Chauhan attributes the sudden spurt in the growth of the bottled water industry, to growing
awareness levels caused by increased promotional activities by the industry players. This is
probably the first time that mineral water is being pushed so aggressively on the television. He
feels that Bisleri itself is responsible in a large way for the growing popularity of the product.
And he may well be right. The Bisleri brand does have tremendous recall in the consumer
mindscape and, in some places, is used as a generic name for bottled water.

According to him Parle and other mineral water brands have been the beneficiaries of the bad
quality of municipal tap water and rising consumer awareness due to increasing stridency of
water filter companies. He believes that his major competitors are not other mineral water brands
but the innumerable branded water filters, which have flooded the market. This perhaps explains
his recent brush with Eureka Forbes, which took Parle Bisleri to court over what it alleged were
offensive advertisements by the company showing the Eureka Forbes water filter, Aquaguard, in
poor light.

Mr. Chauhan’s expectations from the mineral water market may be too high as 70 per cent of the
mineral water consumed in this country is by travelers and even here soft drinks are strong
competitors. In the household segment, he will have to compete against the traditional methods of
purifying water, the water filters like the Aqua Guard from Eureka Forbes, which he claims are
partly responsible for success of mineral water brands.

On the other hand perhaps he is right. Distribution will ultimately drive brand success, at least for
national level brands. Also, currently local/regional brands seem to be moving off the shelves.
With Bisleri becoming a generic name for bottled drinking water, if he can manage the
distribution of the product to make it available where the consumer needs it the most, he may
well succeed in his gamble with water!

With business environments becoming dynamic and turbulent, organizations are facing a difficult
task in attracting and retaining their customers. They need to understand customer behavior and
leverage customer information to manage customers profitably. Those who are not able to do this
will eventually go out of business.

A business firm markets its products to satisfy customer needs and wants, and in turn, achieve its
own goals. Marketing starts with identifying customer needs and wants and ends with satisfying
them through a coordinated set of activities. An understanding of this fact gives rise to the
marketing concept. The marketing concept embraces all the activities of a firm. It aims at
matching the company’s offering with customer needs, to achieve the desired level of customer
satisfaction and generate profits for the company.

The important features of marketing are customer orientation, long-term profitability and
functional integration. Delivering products which give value and satisfaction to the customer is
the main goal of marketers. But over-concentration on any one feature (such as production,
distribution etc.) leads to marketing myopia.

Marketers need to deliver value to their customers. Sometimes, they also need to inform them
about the value they are delivering. Complete customer satisfaction is achieved by understanding
customer requirements and delivering superior quality goods and services. Companies must
provide the customers with a continuous flow of new ideas/offers and constantly enhance their
service levels to build up satisfaction among customers.

Marketers also need to work continuously to find ways and means to build good relations with
their customers. This requires integration of all the areas of business that touch the customers like
marketing, sales, customer service etc., through integration of people, processes and technology.
CONCLUSION
There is no more fresh water on Earth today than there was a
million years ago. Yet today, 6 billion people share it. Since 1950, the
world population has doubled, but water use has tripled, notes John
Dickerson, an analyst and fund manager based in San Diego. Unlike
petroleum, he adds, no technological innovation can ever replace water.

Why invest in water?

Because water is a rock-solid growth area for these simple reasons:

• Water will become more scarce in the future because there

will be a greater net consumption of water.

• The water that is now available will become contaminated

The World Bank’s recent report on India warned, “Unless dramatic changes
are made - and made soon - India will not have the cash to maintain and
build new infrastructure, nor the water required for the economy and its
people.”

MY VIEW:-

Growing consumer awareness about health has spurred the demand for packaged
water .