ANALYSIS OF MARKETING STRATEGY

OF MINERAL WATER INDUSTRY

[A CASE STUDY OF BISLERI]
A
RESEARCH REPORT
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
TO
INDRAPRASTHA UNIVERSITY, DELHI (2004-
06)
Submitted To : Submitted By :
Mrs. Harpreet Kaur Nitesh Kumar
BLS INSTITUTE OF MANAGEMENT
MOHAN NAGAR GHAZIABAD

CONTENTS
Acknowledgement
Executive Summary
INTRODUCTION
About the industry
Mineral Water Industry- Current Market Scenario Company Profile
Marketin Stratey
Advertisin Cam!ain o" #is$eri
%ackain and Distribution
Marketin Mix
Com!etition in Market
%roduct %ro"i$e
Manu"acturin
Ob&ective
MET'OD O( STUD)
Research Desin
Too$s and Instrument Used "or the Study
%rocedure and data co$$ection
RESU*T AND DISCUSSION
(indins and Statistica$ Ana$ysis
S+OT ana$ysis Conc$usion
Recommendation
*imitations
#ib$iora!hy
Annexures
ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
The accom!$ishment o" my research ,as !ossib$e on$y due to the
coo!eration- coordination and united e""orts o" di""erent individua$s- severa$
sources o" materia$- kno,$ede and time. %ertainin to this I there"ore take
this o!!ortunity to ex!ress my dee! sense o" ratitude to entire sta"" and
em!$oyees o" the #is$eri *td.
I am very rate"u$ to Mrs. 'ar!reet /aur 0(acu$ty1 "or his uidance and
encouraement "or his /ind Coo!eration.

The movin s!irit behind this research ,as a$$ o" them- ,ithout their
constant encouraement and su!!ort this research ,ou$d not have been a
success"u$ outcome.
NITESH KUMAR
MBA IVth Sem.
EXECUTIVE SUMMARY
TITLE: ANALYSIS OF MARKETING STRATEGY OF
MINERAL WATER INDUSTRY
[A CASE STUDY OF BISLERI]
Rationale of study:
+ater is the most im!ortant $i2uid in the ,or$d. +ithout ,ater- there
,ou$d be no $i"e- at $east not the ,ay ,e kno, it. In today3s $ivin
condition- the need "or %ure Drinkin +ater is becomin the issue "or
the common Man.
Eihty !ercent o" the human metabo$ism consists o" ,ater. This is the
reason ,hy 456 o" human diseases are ,ater borne.
Objective:
The ob&ective o" research are as "o$$o,s 7
To determine the market share o" #is$eri #rand o" #ott$e
+ater.
To "ind out the !re"erence $eve$ o" res!ondents reardin
#is$eri #rand o" #ott$e.
To assess the brand a,areness o" the #is$eri in the Minera$
+ater Sement.
To Study the brand !ositionin o" #is$eri.

Importance:
1) This re!ort is use"u$ "or the researchers ,ho are ,i$$in to do research
on the Minera$ ,ater Industry and its !resent com!etitors in the
market.
2) This re!ort sho,s the !rob$ems associated ,ith the Minera$ ,ater
industry in the market as it he$!s in removin these !rob$ems.
3) This re!ort can be use"u$ as a secondary data "or Minera$ ,ater
industry.
4) This re!ort he$!s in kno,in the current and "uture scenario o"
Minera$ ,ater industry.
5) This re!ort he$!s in kno,in market !osition o" di""erent Minera$ ,ater
industry.
Research Methodology:
The research conducted by Ex!$oratory Research this ty!e o" research is
8ua$itative and 8uantitative. 8ua$itative re"ers to the characters o" the
data or !rocess by ,hich the data are athered.
The research !rocess consists o" a series o" c$ose$y re$ated activities. +hy
a research study has been undertaken. +hy a research study has been
undertaken- ho, the research !rob$em has been de"ined- in ,hat ,ay and
,hy the hy!othesis has been "ormu$ated- ,hat data has been co$$ected
and ,hat !articu$ar method has been ado!ted and a host o" simi$ar other
2uestion are usua$$y ans,ered ,hen ,e ta$k o" research methodo$oy
concernin a research !rob$em or study.
Sampling:
The data ,as to be co$$ected on$y "rom the Consumers and Retai$ers. A
2uestionnaire ,as !re!ared and intervie,in ,ith Retai$ers and
Consumers.
A decision has to be taken concernin a sam!$e unit be"ore se$ectin the
number o" sam!$es. It may be eora!hica$ as ,e$$ as individua$.
Size of Sample:
This re"ers the number o" items 0Out$ets1 to be se$ected "rom the "inite
universe to constitute a sam!$e si9e. The survey ,as conducted o" :5
out$ets.
Analysis:
The data ,as tabu$ated manua$$y and ,as a$so ana$y9ed manua$$y exce$
,as used to make ra!hs and !ie chart.
Accordin to market share "iure- #is$eri is the $eadin brand ,hich ::.;:6
market share. +hi$e /in$ey <=.==6- /in"isher =.4>6- A2ua"ina ?=.4:6
and others @.=56.
?. A56 retai$ers !re"er to se$$ #is$eri brand because o" demand- brand and
!ro"it marin.
<. #is$eri is the most se$$in brand in the s!eci"ic reion it is at ;:6 se$$in
amon the com!etitors.
=. Retai$ers those are se$$in #is$eri brand o" bott$e ,ater is :56.
;. The com!any has recent$y $aunched B#ada #is$eri- Same %rice C at Rs.
?5DE "or ?.< *trs means <6 extra.
Conclusion:
The !$ayers ,ho ,i$$ endure ,i$$ be those ,ho have a stron reiona$
!resence. Take the case o" Team- ,hich en&oys immense !o!u$arity in
Tami$Nadu. Simi$ar brands ,ith a reiona$ !resence are Siruvani- and
/oday. Thus- ne, !$ayers ,i$$ be $ookin "or a distinct !ositionin.
One such brand is %e!siFs A2ua"ina- the $arest se$$in bott$ed ,ater
brand in the US. A"ter its success"u$ test $aunch in Mumbai and
#ana$ore- A2ua"ina ,as re$eased in Chennai- Ahmedabad-
Gadodara- and %une. %e!si has invested over Rs.: crore in the ne,
A2ua"ina ,ater !ro&ect in Maharashtra- ,hich is the on$y A2ua"ina
!$ant outside the US.
Accordin to Dee!ak Ho$$y- executive vice !resident- cor!orate
communications- %e!si (oods *td. BA2ua"ina ,i$$ be he$!ed by %e!siFs
net,ork. Moreover- A2ua"ina ,i$$ be served abso$ute$y chi$$ed.C That
makes sense too- since surveys have indicated that an over,he$min
ma&ority o" the bott$ed ,ater that is consumed in India is by !eo!$e
,ho are trave$in.
Recommendations :
Advertisement to bui$d the brand imae that ,i$$ !rovide the
re2uired round to estab$ish the authenticity to the !roduct.
%O% 0%oint o" %urchase1 dis!$ayin the cost o" ,ater at R. 2 !er
$iter- as the !erce!tion o" the !eo!$e is that minera$ ,ater cost
R. 1! !er ha$" *t.
A,areness !rorams at hea$th c$ub- schoo$s I Nursin homes.
To ,in over the consumer be$ie" and "aith over the enuity o" the
!roduct.
INTRODUCTION
+ater is the most im!ortant $i2uid in the ,or$d. +ithout ,ater- there
,ou$d be no $i"e- at $east not the ,ay ,e kno, it. In today3s $ivin
condition- the need "or %ure Drinkin +ater is becomin the issue "or
the common Man.
Eihty !ercent o" the human metabo$ism consists o" ,ater. This is the
reason ,hy 456 o" human diseases are ,ater borne. There are =
ty!es o" ,ater im!urities- ,hich are root cause o" ,ater borne
diseases.
1. M"#$%&"%'%("#)'*B)#te$") + ,"$-.
2. D"%',e. "m/-$"t"e * #hem"#)'.
3. Im&)')0#e %1 M"0e$)' C%0te0t.
There are ra!id chanes that are takin !$ace in our environment
since $on and the air and the ,ater !o$$ution is on an increase. The
main source o" drinkin ,ater is river and do,nstream ,hich a$so
have not been ab$e to esca!e the !o$$ution. +hen a consumer
became a,are o" the !rob$ems caused by ,ater !o$$ution the market
sa, an advent o" ceramic ,ater "i$ters- ,hich "i$ters the dust and
sus!ended !artic$es but disso$ved im!urities and microbio$oica$
im!urities are not c$eared out. The minera$ ba$ance is a$so not
maintained.
?4A53s ,itnessed more chanes by a ta! attachment ,herein Iodine
resin is used to "i$ter the ,ater. It deactivates microbio$oica$
im!urities to an extent but has side e""ects due to iodine and it does
not take care o" disso$ved im!urities minera$ ba$ance.
*ate ?4A53s ,itnessed U$tra Gio$ent based !uri"ier- ,hich "i$ters dust
and deactivates bacteria to a reat extent. It maintains the odor and
co$or o" ,ater but does not c$ear out the disso$ved im!urities and
minera$ !artic$es. Thus came advent o" minera$ ,ater.
'istorica$$y- the need "or !uri"ied ,ater ,ithin Indian homes had been
ke!t do,n to a minimum. Essentia$$y- there ,ere three ty!es o" ,ater
that ,as used "or di""erent !ur!oses. The "irst ty!e ,as used "or
rinsin. The second ty!e- ,hich ,as used "or cookin- ,as c$eaner
and ke!t covered. The third ty!e ,as the c$eanest J drinkin ,ater J
and ,as very o"ten boi$ed be"ore use.
Since an averae "ami$y needed a sma$$ 2uantity- not more than "ive
or six $iters a day- boi$ed and "i$tered ,ater had been a convenient
so$ution "or some time .The "a$$outs ,ere obvious. It ,as very di""icu$t
to convince the !eo!$e that !uri"ication system ,as ,orth the !rice.
There ,as no visib$e ,ay to demonstrate the bene"it. The other,ise
somno$ent market bean to chane once com!anies $ike Eureka
(orbes tareted the o""ice sement- ,hi$e the minera$ ,ater !$ayers
,ent a"ter trave$ers. Ion Exchane ,as the on$y com!any- ,hich had
any measure o" success in enterin homes ,ith KeroE#. #ut c$ean
drinkin ,ater returned on the nationa$ aenda a $itt$e $ater.
Around ?4A4- drinkin ,ater became an issue aain.
BAround ear$y ?445s-Time did a story on India as a key emerin
market and that ,as the trier "or a$$ the !$ayers eyein this marketC.
WATER2 WATER EVER3WHERE
+est Euro!eans- south Asians and Ha!anese $ive in the most dense$y
!o!u$ated reions o" the $obe and ,orry constant$y about the 2ua$ity o"
their drinkin ,ater dra,n "rom rivers and $akes. Most is !o$$uted and un"it
"or human consum!tion. In North America- !eo!$e never ,orried about
,ater 2ua$ity and sa"ety unti$ ear$y ?4>5Fs and restaurants a$,ays !rovided
iced ,ater "ree. Some sti$$ do. Then came %errier- the (rench minera$ ,ater
em!hasi9in ho, restaurateurs cou$d increase their revenues by re!$acin
iced ,ater service ,ith bott$ed ,ater. Restaurateurs never miss an
o!!ortunity to increase their !ro"its- and soon studies started to sur"ace
c$aimin that servin iced ,ater ,as cost$y and no one bene"ited. Many
restaurants started servin automatica$$y bott$ed ,ater- and chared
outraeous amounts i.e L =.:5 "or =55 m$. These days- a >:5 m$ bott$e
oes "or L ?5.E in some restaurants- !$us a!!$icab$e taxes and ti!M
Mean,hi$e- the ,ord savvy bott$ed ,ater marketers started circu$atin the
myth that drinkin bott$ed minera$ ,ater is sa"er- never mentionin ,hat
their studies ,ere com!arin.
It is said that the inhabitants o" seven cities bet,een S,it9er$and and the
Nether$ands consume the ,ater o" the Rhine River. In these !arts !eo!$e
drink beer- ,ine- bott$ed ,ater or "ruit &uices and shun ta! ,ater. North
Americans have recent$y beun to drink bott$ed ,ater- but a$ready the
distinction bet,een s!rin ,ater- minera$ ,ater- and "i$tered ta! ,ater is
b$urred beyond redem!tion. S!rin ,ater must come "rom a natura$ s!rins
,ith !roven !urity o" contaminantsN minera$ ,ater must contain <555 !arts
!er mi$$ion in minera$sN and "i$tered ta! ,ater means &ust that. Euro!eans
a$,ays !re"erred minera$ ,ater or eau de source 0s!rin ,ater1 since their
rivers ,ere !o$$uted a $on time ao. No, considerab$e e""orts are made to
c$ean a$$ ma&or Euro!ean Rivers. The Rhine River- the Thames- the *oire
are c$ean enouh to a$$o, severa$ s!ecies o" "ish to thrive.
As a$,ays- $are com!anies ,ith considerab$e cash reserves dominate the
market. Orou!e Danone- a (rench con$omerate- markets Evian- Go$vic
and Crysta$ S!rinsN Nest$e- a S,iss "ood mu$tinationa$ ,ith head2uarters
in Montreux markets %errier- Nest$e %ure *i"e and San %e$$erino. Not to be
outdone so"t drink iant CocaECo$a &oined the cause ,ith "i$tered ta! ,ater
and !ositioned their brand as !ure- sa"e- $i"eEsty$e ,ater. Coca Co$a
markets Dasani and %e!si Co$a A2ua"ina. +hen it comes to minera$ ,ater-
Goss 0Nor,ay1N Tynant 0Ire$and1N Gite$- Cath$edon- Go$vic- 0(rance1N
A!!o$inaris 0Oermany1- S!a 0#e$ium1N Oasteiner 0Austria1N San #enedetto-
San %e$$erino- A2ua di Ne!i- *ete 0Ita$y1- Ram$osa 0S,eden1N#orsec
0Romania1 stand out. They dis!$ay distinct taste !ro"i$es that s!rin and
"i$tered ,aters $ack- but tend to be more ex!ensive. +hen it comes to
consum!tion- Canadians consume a!!roximate$y =5 $itres !er ca!ita-
Ita$ians ?:A $itres- (rench ?==- Dutch ??4- Oermans ?5? and Americans >@.
The $o, !er ca!ita consum!tion can be attributed to the i$$usion that ta!
,ater is sa"e. In rea$ity- on$y $are cities contro$ ta! ,ater 2ua$ity reu$ar$y
and viorous$y and treat it a!!ro!riate$y "or sa"ety. In sma$$ communities-
scarce "inancia$ resources and $ackin ex!ertise o"ten make ta! ,ater
sa"ety 2uestionab$e. Since the introduction o" %ET bott$es 0!o$yethy$ene
tere!hate1 bott$ed ,ater consum!tion increased by ?@ !ercent in "ive years
and continuin ro,th o" the market is "orecast by the Canadian #ott$ed
+ater Association in Richmond 'i$$- Ontario. The 2uestion "or restaurant
!atrons remains ,hether to ask "or bott$ed or minera$ ,ater- or demand ice
,ater.
It a$$ de!ends on the situation. )ou can ask !o$ite$y "or ice ,ater- i" that is
,hat you !re"er- or a $ass o" ,ine- or beer. The cost is a$most the same "or
a$$ the three- or you can com!$ain to manaement that !rices chared "or
bott$ed ,ater are ridicu$ous as is the case ,ith ,ine.

MINERAL WATER INDUSTR3
4 CURRENT MARKET SCENARIO5
A "e, years back- the minera$ ,ater market had been cra,$in at the
rate o" =E;6- or even a $o,er "iure. Indians carried drinkin ,ater in
earthen !itchers- !$astic or %U( bott$es. #ut increasin cases o"
ty!hoid and other ,aterborne diseases bean to be re!orted. In
addition to this- $ibera$i9ation ha!!ened and the minera$ ,ater
industry bean to be stirred and shaken. The market started ro,in
an astoundin rate o" over ?556 !er annum. The "act that there ,ere
very "e, !$ayers in the market meant that their business re, by
$ea!s and bounds.
The market today has ro,n to Rs??bn. The orani9ed sector EE
branded minera$ ,ater EE has on$y Rs:bn o" market share. The rest is
accounted "or by the unorani9ed sector- ,hich is dominated by sma$$
reiona$ !$ayers. The market is sti$$ ro,in J at a rate reater than
A56 !er annum.
In the branded sement- %ar$eFs #is$eri is the market $eader ,ith a
share o" more than ;:6. %ar$e AroFs #ai$$ey comes a c$ose second
,ith market share o" ?:6. Other ma&or !$ayers in the market are )es
o" /otharis- Oana o" TESeries- 'ima$ayan- 'e$$o- Nest$PFs %ure *i"e-
%e!siFs A2ua"ina- CocaECo$aFs E/in$ey %rime- and ($orida etc.
Sensin the o!!ortunity that this sement ho$ds- MNCs bean to dra,
u! !$ans to enter the market. Today the market is !rovin to be yet
another batt$e"ie$d "or an onoin batt$e bet,een the DesiFs and
MNCFs. *ast year the industry had around ?>5 brands. This "iure is
over =55 !resent$y. The ma&or "orein !$ayers are CocaECo$a
!romoted /in$ey- %e!siFs A2ua"ina- #ritanniaFs Evian- Nest$PFs %errier-
'erbert sons and Danone Internationa$.
COM6AN3 6RO7ILE
The %$"("0 %1 B"'e$" '"e "0 It)'8- and the brand o,es its name to
"ounder (e$ice #is$eri- an Ita$ian entre!reneur. In ?4@>- #is$eri set u!
a !$ant in Mumbai "or bott$in and marketin minera$ ,ater- ,hich ,as
"irst o" its kind in India. 'o,ever- it didnFt ,ork ,e$$. Amon other
reasons- the "act that the Indian consumer ,as un!re!ared to acce!t
bott$ed minera$ ,ater ,as res!onsib$e "or its "ai$ure. Consumer
mindsets ,ere more eared to,ards boi$in ,ater at home.
In ?4@4- %ar$e bouht over the #is$eri brand. In those days #is$eri
,ater ,as avai$ab$e in $ass bott$es. %ar$e3s takin chare o" #is$eri
did not make a dramatic di""erence to the brand3s "ortunes
immediate$y. +hi$e it did ain in terms o" visibi$ity and reach
0!iybackin on %ar$e3s existin distribution net,ork1- e""orts to
ex!and the bott$ed ,ater market ,ere not exact$y !ainstakin. %ar$e
at that !articu$ar time ,as interested in makin soda ,ater and not
minera$ ,ater. There ,ere &ust minor initiatives on !art o" the
com!any "or makin minera$ ,ater- as it ,as not considered to be a
very !ro"itab$e business at that time as !eo!$e sti$$ considered boi$in
,ater to be a sa"er and better than minera$ ,ater. Moreover they ,ere
not ready to !ay "or a commodity $ike ,ater- ,hich ,as so abundant$y
avai$ab$e.
In ?4><E>= %ar$e chaned the !ackain o" its bott$ed ,ater to !$astic
bott$es and that sini"icant$y made a di""erence in the sa$es. The buyers-
then- ,ere main$y the u!!er c$ass E the trendy !eo!$e.
In ?44=- CocaECo$a bouht %ar$eFs so"t drink brandsE Thum!sEu!- $imca
etc. +hi$e CocaECo$a actua$$y bouht over %ar$e3s beveraes- it areed
to a sett$ement that a$$o,ed the mu$tinationa$ to bott$e and distribute
#is$eri soda "or a time "rame o" "ive years. The chare o" #is$eri ,ater-
ho,ever- remained ,ith %ar$e. The u!sure in the sa$es o" #is$eri
started "rom this !oint as %ar$e so$d o"" its stab$e o" brands to CocaE
Co$a. This ,as the time ,hen it started concentratin on makin #is$eri
a success in the domestic minera$ ,ater market. The reason ,hy %ar$e
chose to retain the #is$eri name ,as that %ar$e sa, a "air$y $ucrative
business o" minera$ ,ater in #is$eri3s e2uity.
The rea$ shi"t in com!anyFs !o$icy to,ards minera$ ,ater industry came
in ?44A-a$thouh the conscious e""orts had a$ready been started in
?44;. This chane ,as !rimari$y because o" the "act that the !eo!$e- at
this time- had started becomin more hea$th conscious.
MARKETING
STRATEGY
MARKETING STRATEG3
It is com!$ete and an unbeatab$e !$an desined s!eci"ica$$y "or attainin
the marketin ob&ective o" a "irm. The marketin ob&ective indicate ,hat the
"irm ,ant to achieve. The marketin stratey !rovides the desin "or
achievin them the $inkae bet,een marketin strateies and over a$$
cor!orate success is indeed direct and vita$. Rea$i9in the marketin
ob&ectives is the !ur!ose o" t,o eneric cateories .
1. /$"#e &)e.
2. D"11e$e0t")t"%0 &)e.
/$"#e &)e. m)$9et"0( t$)te(8
a business that o!ts "or the !rice route in its com!etitive batt$e ,i$$ en&oy
certain "$exibi$ities in matter o" its !roduct and use !rices as main
com!etitive $eve$ . it ,i$$ !rice its !roduct to suit the varyin com!etitive
demands . it ,i$$ be en&oyin certain inherent cost advantaes - ,hich
!ermits it to resort a !rice based "iht . the ma&or "orms ,here such cost
advantae can occurs are economies o" sa$e - abso$ute cost advantaes -.
#ene"its o" ear$y entry a $are market share bui$d over a time . it !rovides
"reedom in the matter o" !ricin but a"ter !roducin a !articu$ar !roduct
and ettin stuck in the "ace o" the com!etition - one can not success"u$$y
o!t "or a !rice $ed stratey .
The ."11e$e0t")t"%0 &)e. t$)te(8
marketin stratey based on di""erentiation ,orks on the !rinci!$e that any
as!ect o" the o""er and any activity o" the "irm can be made distinctive
com!ared ,ith the com!etitin o""ers. Riht "rom techno$oy- !$ant $ocation
to !ost sa$e and service a com!any can !erce!tib$y di""erentiate and many
buyer va$ues. Com!anies usua$$y choose those "unctions - +hich ive them
the reatest re$ative advantae.
Di""erent "irms ado!ts di""erent stratey stances as their situationa$ desin
di""erE
#road$y stratey stances can be c$assi"ied under three headsE
1* O11e0",e St$)te(8E
O""ensive Stratey a$so kno,n as con"rontation
stratey - is a stratey o" aression. A "irm that is not !resent$y the
$eader usua$$y em!$oys it- but it as!ires to $eadershi! !osition in the
Industry.
2* De1e0",e St$)te(8E
The $eader ,ho has the com!u$sion to de"end
his !osition aainst the con"rontation o" !o,er"u$ existin com!etitors or
to dis$ode the $eader "rom his to!most !osition usua$$y em!$oys it.
3* N"#he St$)te(8*
A "irm !actisin the niche stratey neither con"ronts
other nor de"ends itse$". It cu$tivates a sma$$ market sement "or itse$"
,ith uni2ue !roducts D services su!!orted by a uni2ue marketin mix.
7%$m-')t"0( the M)$9et"0( St$)te(8E
(ormu$atin the marketin stratey consists o" t,o main ste!sE
?E Se'e#t"0( the t)$(et m)$9etE
It doesnot "u$$y brin out yhe im!ort o"
the inse!erab$e $inkae bet,een the t,o. +hen the se$ection o" the
taret market is over an im!ortant !art o" the marktin stratey o" the
"irm is a$ready determined- de"ined and ex!ressed.
2* Aem&'"0( the m)$9et"0( m":*
Assemb$in the marketin mix
means assemb$in the "our !Fs o" marketin in the riht combination.
The "irm has to "ind out ho, it can enerate the best sa$es and !ro"it. It
!$ans di""erent marketin mixes ,ith varyin $eve$s o" ex!enditure on
each e$ement and tries to "iure out the e""ectiveness o" each
combination in terms o" the !ossib$e sa$es and !ro"it.

ADVERTISING CAM6AIGN O7 BISLERI
Every brand needs a ood ad cam!ain to estab$ish itse$" in the
market. So it becomes very im!erative to $ook at various ad
cam!ains that #is$eri undertook to bui$d itse$" as a brand. #is$eri
started its ame !$an ,ith the !unch $ine o" ;6-$e )0. S)1e< and
used the same catchE$ine "or advertisin. #ut ,ith the advent o"
many ne, !$ayers- a$$ c$aimin the !urity- it became very
im!erative "or #is$eri to di""erentiate its !roduct so as to stand out
in the market. #is$eri "ound the ans,er in Qsea$ed ca! bott$esF. It
c$aimed ?556 !urity. +hi$e the bott$es o" the other brands- it
c$aimed- cou$d be re"i$$ed ,ith ordinary- or even erminated ,ater-
#is$eriFs sea$ ca!!ed bott$es ensured the consumer o" !urity o"
,ater and sin$eEused ness o" the bott$es. The ad sho,ed a mi$kE
man and a chi$d sho,erin their bu""a$oes and "i$$in the QsoEca$$edF
minera$ ,ater bott$es ,ith the same ,ater and !ackin them ,ith
the sim!$e !o$ythene sea$ and the consumer not kno,in about the
Q!urityF o" the ,ater he is drinkin. Next c$i! sho,s the #is$eri
bott$es bein sea$ed ,ith !$astic ca!s and ensurin the !urity o"
,ater. The ad did ,ork "or #is$eri and it ot its much needed
!roduct di""erentiation.
In <555- some iant brands $ike %e!si and cocaEco$a entered the
minera$ ,ater industry ,ith a bi ban. #is$eri no, had a bi threat o"
maintainin its market ca!. +hi$e CocaEco$a introducin its brand
Q/in$eyF as a hea$th care !roduct- %e!si !ro&ected QA2ua"inaF as
somethin as !ure as Q)our o,n bodyF. %e!si tareted the youn
eneration and introduced A2ua"ina as a "ancy !roduct to carry.
The ad cam!ain o" A2ua"ina em!hasi9ed as Q>56 o" your body is
,aterF and thus ive your body the !urest ,ater. The ad sho,ed
youn vibrant mode$s and created the atmos!here o" youth"u$ness.
+ater- %e!si c$aimed- ,as no $oner a sim!$e beverae- but ,as
somethin hih$y "ashionab$e. They com!$imented it by ivin their
bott$es an attractive $ook. This soon cauht the eye o" the consumer.
A$$ these "actors made %e!si the biest u!comin com!etitor o"
#is$eri 0,hereas /in$ey $aed behind the race- sho,in a doctor
advisin a "ami$y to take /in$ey "or !ure ,ater J not a very attractive
ad cam!ain1.
#is$eri- to counterEattack the ne, Q(ee$E)ounF "ever had to even bo$der
ste!s. They "irst chaned their base $ine "rom ;6-$e )0. S)1e< t% ;6')8
S)1e<. They tried a brand ne, ad cam!ain to catch the "ancy o" consumer.
The ne, ad sho,ed a youn romantic cou!$e on a marooned is$and- ,hen
the ir$ seductive$y attracts the uy and he "o$$o,s her in trance. The
moment he ets ho$d o" her- she ,his!ers somethin in his ears. The next
"e, shots sho, the uy $ookin "or somethin in "ren9yRcan not "ind
itR.rushes to,ards the chemistFs sho!R.buys QsomethinF 0kee!in the
audience in sus!enseRor rather im!$icit$y !ointin "or QRRF1. The ir$
o!ens it andR.%OO(R.takes out a bott$e o" #is$eri and 2uenches her
thirst. C)/t"%0= 46')8 S)1e5. This cam!ain ,as to catch the attention o"
youth and a ne, Indian society ,hich is su!!osed to be QnotEsoE!rudishF.
Thus #is$eri has taken a very bo$d ste!. The T.G. ads have been
com!$imented by !rint ads a$so. The com!any has to "ocus on the
marketin manaement o" the !roduct. In $iht o" the cha$$ene in "ront o"
the com!any and its current strenths and !osition- ,e have incor!orated
the marketin mix to counter the marketin strateies o" the com!etitors by
deve$o!in its o,n marketin.
A>UA7INA ADVERTISEMENTS AND BISLERI
A dro!Edead oreous body "$exes its musc$es on the screen. This stark$y
arrestin b$ack and ,hite imae is then s!$ashed ,ith ,ater. A voiceEover
in"orms you that >5 !er cent o" your body is ,ater. +hy not ive it the
!urestR. A2ua"ina #ott$ed ,ater "rom %e!si.
This kind o" advertisement cam!ain used by the com!etitors is ivin the
com!any a touh time. The com!etitor- %e!si- is uti$i9in the brand imae
bui$t by it and is aain taretin the BOeneration SC maintainin the
com!any imae. ItFs an unusua$ ad "or this cateory. Ti$$ no,- most
marketers have "ocused on educatin the consumer on ho, bott$ed ,ater
is a sa"er o!tion- ,ith the $ead o" course- taken by the !o!u$ar nationa$
brand #is$eri.
#ut %e!si chose to &unk this a!!roach and it cou$d ,e$$ a""ord to. #is$eri-
a"ter a$$- had a$ready done most o" the hard ,ork needed to bui$d the
bott$ed ,ater cateory. +hat %e!si needed ,as to estab$ish its brand in this
cro,ded- "ramented market. Our task ,as made easier because ,as
made easier because #is$eri had concentrated on educatin the consumer-
instead o" bui$din its o,n brand va$ues-T says Rohit Ohri- vice !resident
and c$ient services director- 'industan Thom!son Associates *imited
0'TA1. +e ,anted the imaery to !ositUon A2ua"ina as a youth"u$- !remium
and "un brand-T says Gibha Rishi- executive director- %e!si. The idea- she
says- ,as not to ob&ecti"y bodies so that one cou$d droo$ over them.
TInstead- ,e are ta$kin about your body and the need "or each one to take
care o" his or her body.T The ad co!y- ,hich s!oke o" the ,ater content in
our bodies- ,as actua$$y tryin to estab$ish ho, im!ortant ,ater ,as to our
,e$$E bein and ho, ,e need to continuous$y re!$enish it.
+hi$e the thinkin ,as c$ear that the imaery had to be bui$t in and around
!urity- 'TA did toy ,ith a cou!$e o" other ideas and situations. Initia$$y- the
idea ,as to "ocus more stron$y on the "un as!ect and create a story $ine
com!$ete ,ith a smart idea and a t,ist at the end. T#ut ,e ave it u!
because ,e "e$t that the story miht take the mind a,ay "rom the !urity
as!ect that ,as a must to hih$iht-T says Ohri.
So 'TA ado!ted a minima$ist a!!roach and created a "i$m ,ith $itt$e c$utter
and no !ro!s- ,hich tried to ca!ture the emotion o" T"ee$in ood about
yourse$"3. +hi$e the "i$m and the imaery are com!$ete$y the ,ork o" 'T A-
the strateic thinkin comes "rom the Mother Com!any in the US.
A2ua"ina- in "act- is the $arestEse$$in bott$ed ,ater brand in the US ,ith a
?< !er cent market share- and India is the "irst country outside o" the US
,here A2ua"ina is bein bott$ed. Even in the US- the ad ta$ks o" the
!ercentae o" ,ater in our bodies- but the hand$in is a $itt$e more serious.
(or exam!$e- the "i$m ,i$$ sho, an emotiona$ moment ,here someone
starts cryin- and then you ,i$$ hear the voiceEover- TA: !er cent o" your
eyes are ,ater.
TThere is no interna$ $a, that "orces us to "o$$o, the internationa$
!ositionin. #ut seein the 2ua$ity o" thinkin that has one into this- ,e
decided to stay ,ith this !ositionin- thouh the statements here are 2uite
di""erent-T ex!$ains Rishi.
A2ua"ina- $ike a$$ o""e(ins that come "rom the %e!si stab$e- a$so imbibes
the core va$ues o" the mother brand. It addresses the %e!siEuser base-
$are$y the youth- and $ike %e!si -it is a$so bein !ositioned as a hi! brand.
#ut A2ua"ina is a $ot that %e!si is not. It is a $itt$e bit o$der- mature and
a""$uent- and not as mass based as %e!si.
%e!si3s ro$e in the communication is that it is the source o" credibi$ity "or the
!roduct and- o" course- estab$ishes the youth"u$ness o" the brand. #ut
A2ua"ina is a brand in its o,n riht and ,ith each !iece o" communication-
its !ersona$ity ,i$$ emere-T "ee$s Ohri. #ut ,hi$e A2ua"ina is bein iven a
distinct identity- it is a$so bein tareted at the %e!si consumer and is
addressin their need "or sa"e and re$iab$e drinkin ,ater. +i$$ this not
canniba$i9e %e!si sa$esV T+ater does eat into the co$a market-T arees
Rishi- Tbut ,e can3t bui$d a business "or %e!si based on !eo!$e3s $ack o"
access to sa"e drinkin ,ater.
'o, can any business be bui$t on de!rivationVT #oth ,i$$ have to coEexist
and carve a market out "or themse$ves- AndU ,hi$e %e!si tarets the ?AE<:
year o$ds- A2ua"ina a$so inc$udes the =5Esomethins toether ,ith the
co$$ee cro,d. *ike %e!si- A2ua"ina too is $ookin to command a !remium
,ithout bein una""ordab$e.
It is bein !ositioned as a !remium !roduct- not via !ricin- but in imaery
and !ackain. %riced at Rs. ?5 in De$hi "or a >:5m$. bott$e- it is !riced
marina$$y hiher than the com!etition that ives you one $iter "or Rs. ?5.
The s,ir$ sha!ed %ET bott$e resemb$es the %e!si "ami$y and is sturdier and
more hi! than most others in the cateory that take their desin cues- it
seems- "rom the one $iter re"ined oi$ bott$es in the market. The decision to
break the norm and come u! ,ith a >:5 m$ !ack si9e ,as more driven by
the "act that ,ater is "undamenta$$y consumed on the o and the >:5 m$
si9e is easy to carry around. TIt is idea$ "or an ha$"EanEhour in the sun- one
$iter ets too bu$ky-T says Rishi. %e!si3s "uture !$ans at the moment don3t
inc$ude comm u! ,ith si9e variants. They have a$so ru$ed out the
!ossibi$ity o" caterin to the bu$k market- ,hich actua$$y constitutes =5 !er
cent o" the tota$ bott$ed ,ater market that stands at >5 mi$$ion $iters
annua$$y- and is ro,in any,here bet,een =5 and :5 !er cent.
%e!si- obvious$y- is $ookin "or a bi s$ice o" this bureonin market- but as
Subroto Chatto!adhyay- executive vice !resident- marketin- %e!si- says-
T+e have a bui$din b$ocks a!!roach- "irst ,e have to bui$d the brand- and
then the vo$umes.
#is$eri is tack$in the situation by bui$din the brand on the !urity !$ank.
Akin to brand bui$din in so"t drinks- an aressive !rintEandETG cam!ain
is bein backed by hoardin- !ointEo"Esa$e materia$- and every inter"ace ,ith
the consumer is bein used as an o!!ortunity to rein"orce the messae.
(or instance- a$$ the vehic$es used "or su!!$y have been !ainted in briht
b$ue- bear the #is$eri $oo and s!ort catchy base$ines $ike . T%$ay Sa"eT.
PACKAGING
AND
DISTRIBUTION
6)#9)("0(
Gariety is s!ices o" $i"e. Today "or any business orani9ation to be
success"u$ it has to !rovide its customer ,ith the di""erentiated !roduct that
is a va$ue buy "or them. In order to cater to yhe chanin needs o" the
customer the business has to continuous$y come out ,ith the variants o"
the !roducts so that it can taret the maximum sements.
Today A2ua Minera$s o""ers a variety o" !ackain o!tions7 ? $it- < $it- : $iy-
<5 $it. The : $itre bott$es account "or =: 6 o" sa$es sho,in a ro,in hea$th
concern amon the Indian society. ? $itre bott$es account "or =56 o" the
share .
The < $itres bott$e introduced to s$o,$y and steadi$y re!$ace the conventiona$
? $itre bott$e.
The : $itre !acks- $aunched in dec ?444 in Ooa- no, avai$ab$e every,here.
D"t$"&-t"%0
ItFs obvious that avai$abi$ity ho$ds the key to the market .(or any !roduct to
be success"u$ yhe distribution system has to be rea$$y ood. *are tracts o"
the country have not been ex!$ored by the nationa$ brands- ,hich ex!$ains
the !ro$i"eration o" sma$$er brands.
#is$eriFs stratey is to bui$d a direct distribution system at an a$$ India $eve$
that means serious investment In com!any o,ned trucks and carts- this
,ou$d make it the $arest "$eet o,ner in the country. #is$eri has around
A5-555 retai$ out$ets in the country ,ith about ?<-555 each in the de$hi and
Mumbai. It is intended to be increased this no. to ?5-55-555 in order to
ex!and brands reach.
The com!any ,i$$ invest a!!roximate$y Rs.<55 cr. to !rocure <555 trucks
and hire same no. o" sa$es !eo!$e . the com!any !$ans to have its o,n
distribution net,ork in !$aces ,here it has its o,n !$ant
MARKETING MI?
The set o" contro$$ab$e tactica$ too$sE !roduct- !rice- !romotion- and
!$ace 0; %s1- that the "irm b$ends to !roduce the res!onse it ,ants- in
the taret markets.
The 46
6$%.-
#t
The main !roduct o" the com!any is the minera$ ,ater by the name o"
#is$eri Minera$ ,ater. Other than minera$ ,ater the com!any has a$so
the soda ,ater under its brand name ca$$ed the #is$eri Soda +ater.
The conce!t o" bott$ed minera$ ,ater ,as introduced in India- "irst by
#is$eri- and that is the reason- it has become a eneric name "or the
minera$ ,ater. #is$eri has become a !er"ect synonym o" the minera$
,ater "or the Indian consumers.
The main cha$$ene "acin the com!any or any other !$ayer in this
minera$ ,ater industry is that there is no sco!e o" invention and
innovation in the !roduct- ,hich can be added as the additiona$
bene"its o" the !roduct.
It is &ust ,ater a"ter a$$. This is ,hat the Indian customers think o" the
bott$ed ,ater. I" ,e are ta$kin about a !roduct $ike te$evision ,e can
think that the innovations cou$d !rovide extra bene"its derived "rom
the !roduct. (or exam!$e other than its core usae the !roduct can
!rovide "or Internet "aci$ities usin conversion.
6')#e
%$ace stands "or the com!any activities that make the !roduct
avai$ab$e to the taret customers. To make the !roduct avai$ab$e to
the taret consumers a ood distribution net,ork has to be there to
su!!ort the ood 2ua$ity o" the !roduct. 'ere in the case o" the
minera$ ,ater industry the distribution net,ork is the im!ortant "actor
in bein com!etitive and the catch $ies in makin ,ater avai$ab$e to
maximum number o" !$aces in the country.
DISTRIBUTION NETWORK=
The sma$$Esca$e !$ayers bui$t their sa$es by !iybackin on the
eneric cateory bui$t u! by #is$eri. ItFs a batt$e that #is$eri can ,in by
sheer distribution musc$e. One o" the reasons ,hy #is$eri is runnin
stron in this industry is its stron distribution net,ork bui$t over the
years since its ince!tion. (urther- #is$eri !$ans to increase its
distribution net,ork over the southern and eastern reion- ,here it is
behind !o!u$ar brands $ike Team in Tami$ Nadu and in Andhra
%radesh.
6$"#e 1%$ 1%''%@"0( /)#9)("0( ,)$")0t
0AN ECONOMIC (ACTOR A((ECTINO T'E #U)ERFS #E'AGIOR1
%rice is the sum o" va$ues that consumer exchane "or the bene"its o"
havin or usin the !roduct or service. %rice is the on$y e$ement in the
marketin mix that !roduces revenue. A$$ other e$ements re!resent
costs.
In India- ,here the ma&ority o" the !o!u$ation com!rise o" the midd$eE
income rou! and $o,er income rou!s it is not hard to understand
that !ricin is one o" the most im!ortant "actor in the buyin
decisions.
#is$eri has met the ex!ectations o" the consumers in terms o" !ricin
the !roduct and a$so makin the !roduct avai$ab$e in variations o"
$itres- makin #is$eri both convenient and a""ordab$e. The com!any is
"o$$o,in a very aressive !ricin. Its !roduct is avai$ab$e at a very
reasonab$e !rice.
?.< *trs Rs. ?5DE
< *trs Rs. <5DE
: *trs Rs. ;5DE
6$%m%t"%0
Modern marketin ca$$s "or more than &ust deve$o!in a ood !roduct-
!ricin it attractive$y- and makin it avai$ab$e to the taret customers-
com!anies must a$so communicate ,ith their customers- and ,hat
they communicate shou$d not be $e"t to chance.
A Com!anyFs tota$ marketin communications !roramE ca$$ed its
%romotion Mix consists o" s!eci"ic b$end o" advertisin- !ersona$
se$$in- sa$es !romotion- and !ub$ic re$ations too$s that the com!any
uses to !ursue its advertisin and marketin ob&ectives.
ADVERTISING CAM6AIGN=
+hi$e desinin the advertisement cam!ain- it is necessary to kee!
in mind the o!inion $eaders. )outh are the o!inion $eaders o" the
!resent time. And thus it becomes necessary to desin the cam!ain
kee!in the youth in mind. The o!inion $eaders ,ou$d "urther trick$e
do,n the messae to the $ess active members o" the society.
This is exact$y ,hat #is$eri is doin. #is$eri has started an
advertisement cam!ain stressin the !oint o" !urity and "$auntin the
!atent riht the com!any has over the breaka,ay sea$. The com!any
has tried to !ut the messae across $ouder- by usin the ad cam!ain
that catches the eye o" everyone- s!ecia$$y the youth.
CONTENT O7 THE CAM6AIGN=
#is$eri that ,as $ookin "or a di""erentiator decided to make the
breaka,ay sea$ the symbo$ o" !urity. The tam!erE!roo" sea$ ,as
deve$o!ed- around ,hich the communication ,as ,oven. The
cam!ain stresses the sa"ety !rovided by the breaka,ay sea$ by
i$$ustratin the ease ,ith ,hich conventiona$$y sea$ed bott$es can be
re"i$$ed and recyc$ed.
The ob&ective ,ith the cam!ain ,ou$d have been to hih$iht the
tam!erE!roo" sea$ and create doubt in the consumerFs mind o" the
!urity o" the other brands. That is- #is$eri is the on$y one that
uarantees !urity and kee!s you S)1e.
T% #%0#'-.e= +e "ind that ne, advertisement cam!ain o" #is$eri is
eye catchin. This is ,hat the com!any shou$d do. And a$so the
com!any shou$d make the messae c$earer to the customers that it
has the !atent riht over the breaka,ay sea$. In the survey ,e "ound
that the consumers are a,are o" the breaka,ay sea$ but are not a,are
that the com!any has the !atent riht.
A!art "rom a hih dose o" investments on ex!andin bott$in ca!acities
and an ad budet thatFs risen sixE"o$d over $ast year- i" #is$eri ,ants to
!enetrate every !ossib$e sement o" the market- it can do that by
introducin more !ack si9es and estab$ishin the brand stron$y ,ith
trendy ne, !ackain.
A!art "rom creatin consumer !u$$ ,ith cam!ain- the com!any- to
increase its sa$es ,ou$d have to do the sa$es !ush as ,e$$. (or that it
,ou$d have to ive the retai$ers and other stockiest hih trade marins
and incentives "or kee!in the !roduct. This is very im!ortant in case
o" this !roduct because consumers ,ou$d take u! ,hat is avai$ab$e to
them at ease and ,hatever retai$er is ivin.
COM6ETITION
The minera$ ,ater market is set to ex!$ode and hit the Rs.<-555Ecrore
mark in the next cou!$e o" years. This is dra,in the bi uns
attention. (irst #ritannia $aunched Evian. And recent$y- so"t drinks
iant %e!si entered the "ray ,ith A2ua"ina. No,- Nest$e too is
re!orted$y !$annin a "oray. Mean,hi$e- %ar$e AroFs #ai$ey has been
ro,in steadi$y. Sma$$ $oca$ !$ayers too are breathin do,n #is$eriFs
neck ridin on better trade marins and intensive distribution 0in their
res!ective areas o" o!eration1.
The com!etition "acin #is$eri can be cateori9ed into a "e, brand
names $ike
Parle Bailey
Pepsi Aquafina
Coca Cola Kinley
+ith %ar$eFs #ai$ey bein the main com!etitor and second in market
share in the orani9ed market- #is$eri "aces tremendous com!etition
"rom the unorani9ed sector.
Aquafina
The advantae "or A2ua"ina is that thouh there are over =55 $abe$s
o" bott$ed ,ater in the Indian market- "e, can be ca$$ed brands. It is
necessary to remember that every !roduct ,ith a name is not a brandN
even #is$eri has become eneric to this cateory.
It does not have any emotiona$ va$ues attached to it. So there ,as no
di""icu$ty "or %e!si in creatin s!ace in such a market- ,hich is
com!$ete$y di""erent "rom the so"t drinks market- ,here it ,i$$ be very
di""icu$t "or any ne, !$ayer to "ind a s$ot. So the creative team at 'TA
virtua$$y had an em!ty canvas to ,ork on. And it came u! ,ith a
cam!ain that did have !eo!$e ta$kin. (irst- a series o" teasers-
"o$$o,ed by a "i$m that sho,ed hea$thy bodies and youth"u$ !eo!$e
and- o" course- $ots o" ,ater.
A$thouh A2ua"ina is on$y avai$ab$e in a >:5 m$ !et bott$e- the !ricin-
at Rs.?5- is com!etitive. And it is sa"e. In addition to the tam!er !roo"
sea$- there is a re$iab$e method o" checkin ,hether the bott$e has
been re"i$$ed. The date o" manu"acturin has been ,ritten on the ca!
as ,e$$ as on the bott$e. Thus a !erson ,ho is re"i$$in it ,ou$d have to
"ind a matchin ca! and bott$e- the !robabi$ity o" ,hich is very $o,.
Coca Cola- Kinley
CocaECo$a &oined the race by announcin the imminent $aunch o" its
o,n brand o" ,ater and- in the !rocess- !uttin to rest rumors o" its
soEca$$ed takeover o" #is$eri. /in$ey is taretin institutions.
Parle Agros- Bailley
#ai$$ey the brand that is o,ned by Ramesh ChauhanFs brother
%rakash Chauhan is very !o!u$ar in the southern !art o" India.
Southern !art o" India accounts "or <56 o" the sa$e o" the ,ho$e ,ater
market industry. #is$eri ,ou$d have a touh com!etition "rom #ai$$ey
since the com!any !$ans to s!read its !resence in that !art o" the
country. Another thin that makes the com!etition di""icu$t "or the
com!any is the !rice at ,hich itFs com!etitor is o""erin the !roduct.
*ike #is$eri it a$so ives the ? $t. (or Rs.?5. The on$y strenth !oint o"
the com!any- ,hich it can ca!ita$i9e- is itFs eneric name. And a$so
the com!any ,ou$d have to enter that market ,ith a stron
distribution base. +e kno, the "act that #ai$$ey has ro,n at a ra!id
!ace usin the route o" "ranchisin- ,hich #is$eri has not ado!ted as
yet. This is another !oint- ,hich the com!any ,ou$d have to take care
o" to "ace the com!etition.
6RODUCT 6RO7ILE
4It< ) #%m/'"me0t &e"0( (e0e$"# t% the #)te(%$82 &-t "t 0%t ,e$8 (%%.
@he0 #%0-me$ th"09 )08 m"0e$)' @)te$ &$)0. " B"'e$"5
#is$eri- a !roduct estab$ished in India by Ramesh Chauhan- Chairman o"
%ar$e A2ua Minera$s has become a eneric brand. #is$eri ,as the
"irst marketed bott$ed ,ater in a tota$$y virin market. The brand has
become synonymous ,ith minera$ ,aterN consumers acce!t any
brand o""ered by the retai$er ,hen they ask "or #is$eri.
So "ar Ramesh ChauhanFs #is$eri en&oys the $arest market share o" :@6
in the Rs??55 crores minera$ ,ater markets and is ro,in at the rate o"
?A56 !er annum. Annua$ sa$es o" #is$eri have touched Rs;55 crores. In
seventies- 3#is$eri3 ,as the on$y minera$ ,ater- ,hich had nationa$
!resence- and the sa$e ,as to the tune o" a!!roximate$y one hundred
thousand cases va$ued at about Rs.@5 $acs.
i .exe
MANU7ACTURING
A 2uick $ook at #is$eri3s manu"acturin reach indicates that it is re!resented
across the country J North accounts "or =:6 o" sa$es "or the industry-
+est accounts "or =56- South <56 and the East ?:6.
In order to be avai$ab$e in unta!!ed areas #is$eri has setu! ?@ !$ants
$ocated a$$ over the country E threeE"ourths o" ,hich are com!any
o,ned. The ba$ance is run by "ranchisees. #is$eri has : !$ants in the
North- : in the +estE t,o o" ,hich ,ere setu! in the $ast year at
Ahmedabad and Surat- ; in the South and < in the East. The com!any
has bott$in units $ocated in Chennai- #ana$ore- Ooa- Ca$cutta-
Mumbai- De$hi- Hai!ur- Uttar %radesh- %un&ab- Indore and Ne!a$. The
ne, !$ants are bein set u! in states $ike /era$a- Orissa- #ihar and
North Eastern States- ,hich hitherto have been unex!$ored by the
com!any.
It is a$so chanin its !roduction stratey and shi"tin to a ?5Ehr
!roduction schedu$e ,ith sudden increase in demand !$anned to be
met by additiona$ !roduction.
#is$eri has !$anned to ex!and its o!erations by investin Rs.@5 crores
in the u!radation o" "aci$ities. The ?<5Ebott$es !er minute 0#%M1
ca!acity o" the ?@ units across the country ,i$$ be increased to <;5
#%M.
Conscious o" the environmenta$ im!$ications o" its %ET bott$es- the
com!any is to set u! recyc$in !$ants at De$hi and Chennai- each ,ith
an out$ay o" Rs.:5m. These ,i$$ !rocess :55 k o" %ET !er hour. The
!rocessed materia$ ,i$$ be an in!ut "or !o$yester yarn manu"acturers.
In centers other than De$hi and Chennai- the com!any ,i$$ set u!
crushin units to crush the used %ET bott$es.
The com!any3s ex!ansion !$ans ,i$$ see its ,ater bott$in ca!acity o
u! "rom the !resent ;55 mi$$ion $iters to :55 mi$$ion $iters. %ar$e #is$eri
*imited 0%#*1 is !$annin to invest Rs <55 crores to increase its
bott$in ca!acity and doub$e its turnover. The ex!ansion ,i$$ a$so
increase the number o" com!any3s bott$in !$ants "rom ?@ at !resent-
to <:. The com!any ,i$$ set u! a$$ the ne, !$ants as reen "ie$d
!$ants. It doesnFt have any intentions to ac2uire any existin !$ants.
6URE BOTTLED DRINKING*WATER
I D)0(e$%-
The S)1et8 %1 B%tt'e. D$"09"0(*@)te$
#ecause o" the $are number o" !ossib$e ha9ards in drinkinE,ater- the
deve$o!ment o" standards "or drinkinE,ater re2uires sini"icant resources
and ex!ertise- ,hich many countries are unab$e to a""ord. (ortunate$y-
uidance is avai$ab$e at the internationa$ $eve$.
The +or$d 'ea$th Orani9ation 0+'O1 !ub$ishes Guidelines for Drinking-
water Quality ,hich many countries use as the basis to estab$ish their o,n
nationa$ standards.
I0te$0)t"%0)' St)0.)$. 1%$ B%tt'e. D$"09"0(A@)te$
The interovernmenta$ body "or the deve$o!ment o" internationa$$y
reconi9ed standards "or "ood is the Codex A$imentarius Commission
0CAC1. +'O- one o" the coEs!onsors o" the CAC- has advocated the use o"
the Guidelines for Drinking-water Quality as the basis "or derivation o"
standards "or a$$ bott$ed ,aters.
CSE Re/%$t %0 /et"#".e $e".-e "0 &%tt'e. @)te$
The Centre "or Science and Environment- a nonEovernmenta$ orani9ation
based in Ne, De$hi- has set u! the %o$$ution Monitorin *aboratory to
monitor environmenta$ !o$$ution. Its main aim is to undertake scienti"ic
studies to enerate !ub$ic a,areness about "ood- @)te$ and air
contamination.
The bott$ed @)te$ market share o" ma&or brands is B"'e$" 0:?61- #ai$$ey
0?>61- )es 0??61 "o$$o,ed by /in$ey 0?561- A2ua"ina 0;61.
Drinkin @)te$ "i$$ed in hermetica$$y sea$ed containers o" various
com!ositions- "orm- and ca!acities that is suitab$e "or direct consum!tion
,ithout "urther treatment
7ACTS
#ott$ed drinkin @)te$ sam!$es o" some to! brandsJ B"'e$" 0%ar$e B"'e$"
%vt. *td.1- #ai$$ey 0%ar$e Aro %vt. *td.1- A2ua"ina 0%e!sico India 'o$din
%vt. *td.1- /in$ey 0'industan Coca Co$a #everae %vt.
*td.1 and o" other $ess !o!u$ar brands $ike #est- Roya$ A2ua- Seau$$ etc.-
,hich ,ere bein so$d and manu"actured in Mumbai and nearby areas $ike
%une and Daman- ,ere !urchased random$y. A$$ the sam!$es ,ere
!urchased "rom retai$ out$ets in the market and "rom rai$,ay station and
,ere checked "or !ro!er sea$- date o" manu"acture and batch number.
Even the to! brands- ,hich c$aim to use treatment methods $ike !uri"ication
"i$tration- activated carbon "i$tration- deminera$i9ation and reverse osmosis
,ere "ound to contain residues o" !esticides. It miht be due to the reason
that the manu"acturers may be byE!assin the ra, @)te$ a"ter !artia$
treatment and remixin it ,ith the "u$$y treated stream so as to cut do,n the
cost o" treatment. On the basis o" the resu$ts di""erent brands can be rated
in terms o" tota$ oranoch$orine and orano!hos!horus !esticides "rom
$east to most contaminated asE
A2ua"ina Macb$ue
#ai$$ey /in$ey
Seau$$ Sheeta$
B"'e$" #ri$$iant
#a$$y A!urva
OBBECTIVE
To ana$y9e the marketin strateies o" the com!any ,ith
To determine the market share o" #is$eri #rand o" #ott$e
+ater.
To "ind out the !re"erence $eve$ o" res!ondents reardin
#is$eri #rand o" #ott$e.
To assess the brand a,areness o" the #is$eriin the Minera$
+ater Sement.
To Study the brand !ositionin o" #is$eri.
RESEARCH DESIGN
MEANING O7 RESEARCH DESIGN
The "ormidab$e !rob$em that "o$$o,s the task o" de"inin the research
!rob$em is the !re!aration o" the desin o" the research !ro&ect- !o!u$ar$y
kno,n as the Bresearch desinC. Decisions reardin ,hat- ,here- ,hen-
ho, much by ,hat means concernin an in2uiry or a research study
constitute a research desin. BA research desin is the arranement o"
conditions "or co$$ection and ana$ysis o" data in manner that aims to
combine re$evance to the research !ur!ose ,ith economy in !rocedure.C In
"act- the research desin is the conce!tua$ structure ,ithin ,hich research
is conductedN it constitutes the b$ue!rint "or the co$$ection- measurement
and ana$ysis o" data. As such the desin inc$udes on out$ine o" ,hat the
researcher ,i$$ do "rom ,itin the hy!othesis and its o!erationa$
im!$ications to the "ina$ ana$ysis o" data. More ex!$icit$y- the desin
decisions ha!!en to be in res!ect o" 7
0i1 +hat is the study about V
0ii1 +hy is the study bein made V
0iii1 +here ,i$$ the study be carried out V
0iv1 +hat ty!e o" data is re2uired V
0v1 +here can the re2uired data be "ound V
0vi1 +hat !eriods o" time ,i$$ the study inc$ude V
0vii1 +hat ,i$$ be the sam!$e desin V
0viii1 +hat techni2ues o" data co$$ection ,i$$ be used V
0ix1 'o, ,i$$ the data ana$ysed V
0x1 In ,hat sty$e ,i$$ the re!ort be !re!ared V
TOOLS AND INSTRUMENTS USED 7OR THE STUD3
It is necessary "or a researcher to de"ine conce!tua$ structure ,hich
research ,ou$d be conducted. The "unction o" research desin is to
!rovide "or the co$$ection o" re$evant evidence ,ith minima$ ex!enditure
o" e""orts- time and money. In this research the research desin ,as as
"o$$o,s7E
?1 Time avai$ab$e "or the research is every +ednesday o" the ,eek.
<1 The means o" obtainin the in"ormation is throuh 7
%rimary data $ike 2uestionnaire
Secondary data $ike ma9ines- net and %um!$ets etc.
=1 There is no cost "actor re$ated to researcher.
6ROCEDURE O7 DATA COLLECTION
Data com!i$ation is an intermediate stae bet,een data co$$ection and
ana$ysis. Data com!i$ation invo$ves c$assi"ication and summari9ation in
order to make data amenab$e to ana$ysis.
In dea$in ,ith any !rob$em- once the sam!$e has been se$ected the data
must be co$$ected "rom the sam!$e !o!u$ation. There are severa$ ,ays o"
co$$ectin a!!ro!riate data ,hich di""er considerab$y in context o" money
cost- time and other resources. They can be broad$y c$assi"ied in to t,o
cateories.
T@% %-$#e t% #%''e#t .)t) )$e 0)me'8=
?. %rimary Source
<. Secondary Source
6RIMAR3 SOURCE O7 COLLECTING DATA
The %rimary Data that I co$$ected ,ere the "irst hand in"ormation ,hich
I received throuh !ersona$ intervie,s ,ith the consumers and throuh
2uestionnaires. This data ave the most vita$ in"ormation "or makin my
ana$ysis o" the !revai$in !urchasin behavior o" the consumers.
>UESTIONNAIRE TECHNI>UE
The method o" co$$ectin data mai$in and !ersona$$y distributin
2uestionnaire to the res!ondents is the most extensive$y em!$oyed
techni2ue in various economica$ surveys. This method is 2uit !o!u$ar-
!articu$ar$y in case o" bi in2uiries. A ty!ica$ 2uestionnaire consists o" a
number o" 2uestions arraned and !rinted in de"inite order on a "orm or a
set o" "orms. The 2uestionnaire is iven to the res!ondents ,ho are
ex!ected to read and understand the 2uestions and ,rite the res!onse in
the iven s!ace meant "or the !ur!ose in the 2uestionnaire.
SECONDAR3 SOURCE O7 DATA COLLECTION
Secondary Data invo$ved in my research ,ere the in"ormation that I
co$$ected throuh the various broachers and !am!h$ets o" the com!any
,hich ,ere !rovided to me durin the ana$ysis.
RESEARCH DESIGN =
The research desin ,hich has been used in the !ro&ect re!ort is
descri!tive in nature.
SAM6LE DESIGN=
The sam!$e desin ,hich has been use in this !ro&ect re!ort is sim!$e
random sam!$in.
SAM6LING UNIT =
A decision has to be taken concernin a sam!$e unit be"ore se$ectin the
number o" sam!$es. It may be eora!hica$ as ,e$$ as individua$. 'ere a$$
NCR reion has been taken as a eora!hica$ unit and retai$ers as an
individua$ unit.
SICE O7 SAM6LE=
This re"ers the number o" items 0Out$ets1 to be se$ected "rom the "inite
universe to constitute a sam!$e si9e. The survey ,as conducted o" <55
out$ets.
7INDING
A"ter the tabu$ation and ana$ysis o" :5 res!ondents "rom Oha9iabad city7E
'e "o$$o,in "indins are obtained7
?. Accordin to market share "iure- #is$eri is the $eadin brand ,hich
::.;:6 market share. +hi$e /in$ey <=.==6- /in"isher =.4>6- A2ua"ina
?=.4:6 and others @.=56.

<. A56 retai$ers !re"er to se$$ #is$eri brand because o" demand- brand
and !ro"it marin.
=. #is$eri is the most se$$in brand in the s!eci"ic reion it is at ;:6
se$$in amon the com!etitors.
;. Retai$ers those are se$$in #is$eri brand o" bott$e ,ater is :56.
:. The com!any has recent$y $aunched B#ada #is$eri- Same %rice C at
Rs. ?5DE "or ?.< *trs means <6 extra.
@. There is discrimination in the !rices o" distributor or the !rices at
,hich retai$ers direct$y !urchase "rom the market.
>. Most o" the customers "irst ask "or #is$eri bott$e ,ater &ust because o"
its Oeneric name not because o" brand $oya$ty.
SWOT ANAL3SIS
STRENGTHS
O$d and "amous brand name
#etter !ackain
E""ective distribution net,ork
(amous as !ure I sa"e amon consumer
Oood !roduct mix
(re2uent 2ua$ity checkin
Much used by cor!orate ,or$d
#etter manaement
Oive reu$ar "o$$o, u! to distributor
Indian imae
#etter sa$es "orce
S!onsorin various cu$tura$ !roram
#etter visibi$ity
Oood intensives to dea$er
WEAKNESS*= WEAKNESS*=
one $iter !acks ,hich accounted "or :5 !er cent o" the com!anyFs
turnover has come do,n to =5 !er cent. The t,oE$iter !acks- ,hich
have !ractica$$y disa!!eared "rom the she$ves- have come do,n "rom
<5 !er cent to "ive !er cent. The ro,th has come "rom the :55 m$
and the "iveE$iter cateory- ,hich account "or ?: !er cent and =@ !er
cent o" turnover res!ective$y.
Ear$ier- #is$eri ,as se$$in at a !remium o" Rs.?< "or the same si9e.
#ut beinnin $ast year- it has been se$$in its oneE $iter bott$es at
Rs.?: each. A2ua Minera$s attributes the %rice s$ashin to retai$er
marins bein on the hiher side ear$ier.
The com!etitive Rs.?: !rice ta has been ,orkin ,e$$ "or the brand.
In ,hat cou$d be a masterstroke- A2ua Minera$s is testin out the
!ossibi$ity o" mass marketin <5E$itre #is$eri bott$es "or an MR% o"
Rs.;5. That ,orks out to Rs.< a $iter. I" the $oistics- manu"acturin
and distribution do "a$$ in !$ace- it cou$d chane the "ace o" the
!uri"ied ,ater market "or kee!s.
O66ORTUNITIES O66ORTUNITIES
So "ar- Chauhan has not used the "ranchisin route very aressive$y
un$ike %ar$e AroFs #ai$$ey ,hich has ro,n very "ast
usin this route. 'e has around six "ranchisees in Mumbai- De$hi-
Chennai- #ana$ore- Ooa and Ra&asthan. B+e shunned this route so
"ar because in most areas ,here ,e had no !resence- it ,as
im!erative that ,e did it ourse$ves. No, "or "urther ex!ansion ,e can
a""ord to use the "ranchisee route.C
THREATS THREATS
#is$eri ,i$$ be takin the !acks back and re"i$$in them. #ut the !acks
cannot be steri$i9ed since the materia$ used is %ET and cannot
,ithstand hih tem!erature. So ho, can he ensure !urityVC
Strategy to counter threats and others?
+e sub&ect the bott$es to ch$orine ,ashes- hot ,ater ,ashes and
o9one ,ashes be"ore ,e re"i$$ the bott$es.
The com!any is bettin on the home sement. The reason bein that
"i$ters and ,ater !uri"iers a$so need to be c$eaned !eriodica$$y and sti$$
do not uarantee abso$ute$y c$ean ,ater. In order to service this
sement- the "ive $iter !acks are bein !ushed throuh the route o" "at
dea$ers 0,ho$esa$e dea$ers1 ,ho are retai$ers as ,e$$ as stockiest and
serve as su!!$y !oints "rom ,here customers can !ick u! the re2uired
2uota. In "uture- consumers ,i$$ be ab$e to ca$$ the "at dea$er and
!$ace orders "or home de$ivery o" the "iveE$iter !ack. The com!any has
so "ar a!!ointed ?A5 such dea$ers. This is a hih turnover- $o,Emarin
retai$er ,ho does not kee! a store but serves a simi$ar !ur!ose ,ith
other items such as rice or atta.
CONCLUSION
The !$ayers ,ho ,i$$ endure ,i$$ be those ,ho have a stron reiona$
!resence. Take the case o" Team- ,hich en&oys immense !o!u$arity in
Tami$Nadu. Simi$ar brands ,ith a reiona$ !resence are Siruvani- and
/oday. Thus- ne, !$ayers ,i$$ be $ookin "or a distinct !ositionin.
One such brand is %e!siFs A2ua"ina- the $arest se$$in bott$ed ,ater
brand in the US. A"ter its success"u$ test $aunch in Mumbai and
#ana$ore- A2ua"ina ,as re$eased in Chennai- Ahmedabad-
Gadodara- and %une. %e!si has invested over Rs.: crore in the ne,
A2ua"ina ,ater !ro&ect in Maharashtra- ,hich is the on$y A2ua"ina
!$ant outside the US.
Accordin to Dee!ak Ho$$y- executive vice !resident- cor!orate
communications- %e!si (oods *td. BA2ua"ina ,i$$ be he$!ed by %e!siFs
net,ork. Moreover- A2ua"ina ,i$$ be served abso$ute$y chi$$ed.C That
makes sense too- since surveys have indicated that an over,he$min
ma&ority o" the bott$ed ,ater that is consumed in India is by !eo!$e
,ho are trave$in.
+ith the bi !$ayers- ,ho have the su!!ort o" the "inancia$ musc$e
and a $are consumer base in other cateories ,ith them- $ike %e!si-
#ritannia- Nest$e and Coke W the batt$e is the touher arena o" brand
bui$din. A$$ the mu$tinationa$s are $ookin at hihEoctane advertisin
taretin s!eci"ic consumer sements. Sensin troub$ed ,aters
ahead- #is$eri is busy ,orkin on a stratey to soak u! the
com!etition and !rotect his ,ater kindom.
St$)te(8 @h"#h the #%m/)08 #%-'. ).%/t2 )$e ) 1%''%@=
1.The soft target
Se$$in bott$ed ,ater re2uires constant$y ex!andin the market. The
com!any shou$d a$so taret the market "or so"t drinks. A$$ the so"t
drinks addresses three issues7 "un- thirst and re"reshment "o$$o,ed by
status to some deree. The thirst and the status va$ue o" the minera$
,ater are ,e$$ acce!ted. There is very $itt$e the minera$ ,ater brands
can do to add the "un e$ement around the !roduct. Aain here- it
becomes im!ortant "or the com!any to have a ood distribution
net,ork. It shou$d be understood that i" the minera$ ,ater is easi$y
avai$ab$e every,here then it can be said ,ith con"idence that it ,ou$d
be ab$e to re!$ace the so"t drinks as thirst 2uencher. I" ,e try and $ook
at the reasons that ,hy consumers buy so"t drinks as thirst
2uenchers7 ,e ,ou$d "ind the ans,er as that either ,ater is not
avai$ab$e or i" it is avai$ab$e then sa"ety is not assured. There"ore-
backed by a ood distribution net,ork minera$ ,ater industry can
ro, at a ra!id rate.


RECOMMENDATIONS
Advertisement to bui$d the brand imae that ,i$$ !rovide the
re2uired round to estab$ish the authenticity to the !roduct.
%O% 0%oint o" %urchase1 dis!$ayin the cost o" ,ater at R. 2 !er
$iter- as the !erce!tion o" the !eo!$e is that minera$ ,ater cost
R. 1! !er ha$" *t.
A,areness !rorams at hea$th c$ub- schoo$s I Nursin homes.
To ,in over the consumer be$ie" and "aith over the enuity o" the
!roduct.
Dis!$ay o" hot and co$d dis!ensers and bott$es at !$aces $ike
hote$s- c$ubs and air!orts ,here u!!er c$ass rou! visits- as they
are the !otentia$ customers. %$ace $ike de!artmenta$ stores-
!etro$ !um!s and su!er ba9aars can a$so be considered.
The com!any shou$d orani9e cam!s at various !art o" the city
a$so road sho, to brin about the di""erence bet,een minera$
,ater and "i$terD!uri"ied ,ater and to te$$ the !eo!$e ho, minera$
,ater is more hyienic than "i$tered ,aterD!uri"ied ,ater.
To a,are !eo!$e the cost bene"it ana$ysis to the customer o" ho,
the minera$ ,ater ,ou$d cot $ess and bene"it more- because
!eo!$e usin !uri"ier system cost too much.
LIMITATIONS
A sma$$ sement o" the market has been covered on$y- so the conc$usion
cannot be enera$i9ed.
The data co$$ected cannot be "ree "rom errors- since some o" the
res!ondents "ai$ed to ive correct in"ormation.
Study accuracy tota$$y based u!on the res!ondents res!onse.
Sti!u$ated short s!an o" time "or survey.
BIBLIOGRA6H3
Marketin Manaement %hi$i! /ot$ar
Annua$ Re!ort- #is$eri <55?
#usiness Maa9ines J India Today Annua$ Addition <55;
#usiness Today- #usiness +or$d Auust
<55;
+ebsites
,,,.bis$eri.com
,,,.discovery.com
,,,.oo$e.com
>UESTIONNAIRE
?. +hich brand o" bott$e ,ater do you sa$e moreV
a. /in"isher
b. /in$ery
c. A2ua"ina
d. #is$eri
e. Others
<. +hat is your month$y sa$eV
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
=. +hich brand o" bott$e ,ater do you !re"er to se$$ moreV
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
;. +hy do you !re"er to se$$ more this !articu$ar brandV
a. Easi$y avai$ab$e
b. More demand
c. 8ua$ity (actor
:. Oenera$$y ,hich brand o" bott$e ,ater customer demandV
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
@. (re2uency o" services no. o" daysY bet,een t,o service o" the
com!anyD+D in the area D marketV
#is$eri A2ua"ina /in"isher /in$ey Others
8. > +hen you ta$k o" drinks- ,hat brands come to your mindV
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
8. A +hether the customers are a$ready a,are about this !roductV
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
8. 4 +hich are the brands avai$ab$e in your sho!V
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
8. ?5 Number o" buyers ,ho buys this brand !er dayV
a1 5E: b1 :E?5 d1 ?5E?: e1 Above ?:
8.?? Are you satis"ied ,ith the current marins on this brandV
)es D NO
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
8.?< +hether you are ettin any com!$aints "rom customers- s!eci"yV
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
8. ?= To ,hich brand and reasonV
#rand7E XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
Reason7E XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX