Bisleri: Study On Bisleri - An Art of Successful Branding

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.
Today in the monopolistic market Me too products are common. So differentiating your
product from anothers is an important aspect. It is brands that distinguish your product
from others. Also setting up a brand is not the issue. The main part is to set up a successful
brand. This setting up of successful brand is nothing else but
The Art Of Successful Branding
To get an overview about this wonderful world of brands and their successes various cases/
examples have been taken in brief.
But to get a deeper and a full view THE BOTTLE WATER INDUSTRY was assessed
with a special focus on BISLERI
Next, the questionnaire was articulated based on these factors and was broadly categorized
into 4 major parts viz.: Brand loyalty, perceived quality, brand awareness and brand
personality. Thus the primary data was collected through questionnaire method.
The primary data collected by the survey is analysed, qualitatively and the secondary data
is used to support the facts revealed by the survey results. Thus the analysis provides the
results from the survey and the findings from the secondary data.
s
A Questionnaire relating to BOTTLE WATER INDUSTRY with a special focus on
BISLERI was made. A sample of 50 people is taken.
AN INTRODUCTION TO BRANDS
AND BRAND EQUITY
Over 21,000 new products were introduced in 1995 alone, yet history tells us that better
than 90% of them won't be on the shelf a year later. Why such a high failure rate and why
has this been a historical trend? The development of a successful product - which includes
the product, the package, the product's name and identity - is a challenging, but not
insurmountable task.
The likelihood for success can be greatly enhanced if one focuses on certain critical issues.
Clear product definition and proper execution and implementation of that definition can
lead to success and longevity in the market.
Throughout the 1980's and 90's, there has been a growing corporate emphasis on
increasing shareholder value (i.e. making the stock price rise). Typical headline-grabbing
stories of these decades have included waves of layoffs, corporate restructuring and an
emphasis on operating efficiencies. In todays shortsighted cower from or cater to Wall
Street environment, how can the CEO be expected to keep the company growing, retain the
loyal following of the investment community, and keep shareholders happy?
What can one do?
- One solution is to grow the brand.

But, What
is a brand?
Brand is a name, term, sign, symbol, or design, or combination of them, intended to

identify the goods or services of one seller or group of seller and to differentiate them from
competitors.
A brand is essentially a sellers promise to deliver a specific set of features,
benefits, and services consistently to the buyers. The best brand conveys a warranty of
quality. But a brand is an even more complex symbol. It can convey unto six levels of
meaning:
Attributes: A brand suggests certain attributes. Mercedes suggest expensive,
well-built, well-engineered, durable, high prestige automobiles.
Benefits: attributes must be translated into functional and emotional benefits. The
attribute durable could translate into the functional I wont have to buy another car
for several years. The attribute expensive translates into emotional benefit The
car makes me feel important and admired.
Value: The brand also says something about the produces values. Mercedes
stands for high performance, safety and prestige.
Culture: the brand may also represent certain cultural values. The Mercedes
represents German culture: organized, efficient, high quality.
Personality: The brand can project a certain personality. Mercedes may suggest a
nonon-sense boss (person), a reigning lion (animal), or an austere palace (object).
User: The brand suggests the kind of consumer who uses or buyers the product.
We would expect to see a 55-year-old top executive behind the wheel and not a 20year-old secretary.
HOW DOES BRANDING HELP?

3
This serves to build consumer and investor confidence in and loyalty to the
company. A strong brand acts as a promise, leading faithful customers to pay a premium
over competitive products. Likewise, the stocks of highly reputable companies trade at
premiums to others in their respective industries. "Branding" has been one of the most
prominent of corporate buzzwords in recent years. But what is it all about? Although
opinions will vary dramatically, there are some fundamental issues that underpin it.
Branding is about distinguishing yourself from the competition. It is about creating
tangible and intangible characteristics that make your offer unique. It is about developing a
name and image that can provide quality and satisfaction, whilst at the same time taking
account of individual lifestyles and beliefs.
These assets, which comprise brand equity, are a primary source of competitive
advantage and future earnings. Yet, research shows that managers cannot identify with
confidence their brand associations, levels of consumer awareness, or degree of customer
loyalty. Moreover, in the last decade, managers desperate for short-term financial results
have often unwittingly damaged their brands through price promotions and unwise brand
extensions, causing irreversible deterioration of the value of the brand name.
Although several companies, such as Canada Dry and Colgate-Palmolive, have
recently created an equity management position to be guardian of the value of brand
names, far too few managers, really understand the concept of brand equity and how it
must be implemented.

.
THE BOTTLED WATER

MARKET
JOURNEY OF BOTTLED WATER

BRANDS IN INDIA
SOME FACTS ABOUT THE INDIAN

BOTTLED WATER MARKET
WATER, WATER & WATER

Water forms an essential part of every living being. After air, water is the most
important necessity for life. Water plays a number of functions for the body. It serves as the
body's transportation system, it acts as a lubricant, it regulates the body temperature etc.
The eulogy for water is an unending thing. Infact more than 2/3 rd of the human body is
made of water. The importance of water for human body can be well accessed from the
fact that if the amount of water in our body is reduced by just 1-2%, we feels very thirsty.
If it's reduced by 5%, our skin will shrink and we will have difficulty moving our muscles
and if it's reduced by 10%, we will die.
Moreover with this commodity being a human necessity it makes best sense to do
business in. As a normal human being requires on an average needs 2-3 litres of water
everyday and world population is more than 6bn (growing at 2-3% annually), the business
opportunity is humongous and the potential is largely untapped. These facts about water
added to the growing number of cases of water borne diseases, increasing water pollution,
increasing urbanization, increasing scarcity of pure and safe water etc. have made the
bottled water business quite lucrative. In addition with getting pure drinking water from
municipal taps in cities and towns becoming a luxury the scenario has become so lucrative
in business sense that the opportunity is being misused by a number of companies
especially in our country. These companies are selling plain tap water under the name of
mineral water and are be-fooling consumers. The situation has got aggravated by lack of
awareness among common people about mineral water and also due to lack of initiatives
on part of the government both on count of setting stringent norms as well as on taking
action against non-compliers. Infact one of the major factor for flourishing of the sector is
the public fear that water supplied by civic bodies is impure.
BottledWATER WATER everywhere

Water everywhere, got a few bucks to spare? When governments spoke about
providing drinking water to all, little did one imagine that MNCs would package it and sell
it to us. The advent of the small bottles has increased consumption. Buying water near the
bus stop or at the railway station has become a routine.
As the mercury soars, so do the sales of bottled water. The advantage it has is
unlike the Colas and other drinks dispensed from vending machines; a bottle fits into a
handbag and can be carried conveniently.
Today many medical stores in the city are doing very well with the sale of branded
bottled water. The brand name plays an impression on the human mind. Bottled water is
available in quantities of 330ml, 500ml, 1lt, 1.5lt, 2lts, 5lts, 10lts, 20lts and 50lts.
For a particular brand to be certified as bottled water it requires approval on 4 levels
namely the Central, the state, the trade association, and individual company levels.
Currently the market size of bottled water is expected to surpass the size of soft drinks
market very soon in the near future.
A Survey conducted revealed that the market demand and supply of Bisleri ranks
the highest followed by Bailley (Chottu Bailley) and then the others. The scarcity of
hygienic water has increased the need for bottled water. There is no compromise by people
when it comes to Bisleri. The various available sizes of bottles make it more convenient
this summer.
The fact remainswater bhujaye pyaas, baaki sab bhakwaas. So say
goodbye to water bottles, as bottled water is here to stay.
History of mineral water

International scenario:
Popularity of Mineral water:
The tradition of bottled water and mineral water is not very old. Even in western
countries the practice of bottled drinking water started in 1950s. The trend of having
mineral water gained grounds in the market.
Since ancient time people have used water from mineral springs, especially hot
springs, for bathing due to its supposed therapeutic value for rheumatism, arthritis, skin
diseases, and various other ailments. Depending on the temperature of the water, the
location, the altitude, and the climate at the spring, it can be used to cure different ailments.
This started the trend of using mineral water for drinking purpose to exploit the therapeutic
value of the water. This trend started gaining momentum in mid 1970s and since then large
quantities of bottled water from mineral springs in France and other European countries are
exported every year.
The concept of bottled has been quite prevalent in western countries due to greater
health consciousness and higher awareness about health and hygiene. The international
standards regarding bottled water are so stringent that for a particular brand of water to be
certified as bottled water it has to get approvals on four levels: federal, state, trade
association and individual company levels.
Indian Scenario:
In 1967 Bisleri set up a bottling plant for manufacturing and marketing its mineral water
but failed. The brand was later sold off to Parle in 1968-69. Mineral water market had its
seeding as early as 1968-69 when Parle Group acquired the Bisleri brand from Bisleri of
Italy for launching Soda water but later launched bottled water also. The launch at that
time was a big flop, as the Indian public did not accept concept of buying water that too in
bottled form.

The market remained dormant for quite long (for a period of 20 years or so). The
market through out this period was formed only by the premium products that too available
through 5-star hotels. In early 1990s with onset of liberalization policy by the Indian
government, coming in of cola majors, sell off of local soft drink brands of Campa,
Thumps up, Gold Spot etc by Parle to Coke and other factors led Bisleri to test waters
again. Bisleri re-launched its bottled water in 1994. By this time with exposure of media
and exposure to international life styles, deteriorating levels of potable water, increase in a
number of water borne cases, increase in awareness about health and hygiene and other
related factors led to acceptability of concept of mineral water. The market has not looked
back ever since then and has grown leaps and bounds to such an extent that a number of
genuine as well as fly-by -night operators have entered it to milch it.
OBJECTIVES OF THE STUDY

The basic objective of this project report is to understand the concept of building a
successful brand through a research of the various brands of bottle water with a special
focus on BISLERI.
This project report basically tries to identify the variables that affect the successful
branding of BISLERI and whether or not, and up to what extent, BISLERI has been
successful in its efforts to set up a successful brand in the minds of its targets.
Thus, the study involves the exploration and deep insight of the various aspects related to
BISLERI in order to understand that how the ART OF SUCESSFUL BRANDING works
at making a brand successful.
Labeling
The standards pertaining to labeling of products in the industry are:
1. Label should have consumer brand name.
2. Label should have the name of the product category.
3. Label should have name and address of the manufacturer.
4. Label should have net weight or volume.
5. Label should have the batch number.
6. Label should have the name of source or place of origin of the product.
7. Label should have the date of packaging.
8. Label should have the date of expiry.
9. Label should have direction for storage.
MARKET CATEGORIZATION
The market initially had only one (Standard Consumption Unit) SKU of 1 litre this
was followed a by a number of smaller and bigger SKUs. Based on these SKUs we can
divide the entire market into two segments:
Retail consumption market
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Household & Institutional consumption market
Each of these consumption markets has a number of SKUs under it. Some of the most
consumed SKUs in retail market are 500ml, 1 litre, 1.2 litre, 1.5 litres, 2 litres, and 5 litres.
Recently Bailley has launched 330ml pack targeted against 330ml pack size of soft drinks
especially the aluminium-can drinkers.
The hotel industry, caterers, offices, parties, travel, tourism, hospitals etc largely
constitute the institution market. The SKUs that are available in this market are 10 litres
and above besides this we have pack size of 250ml plastic cups.
The market can also be divided on the basis of the price at which this bottled water
is available into three categories:
Super premium mineral water
Premium local natural mineral water
Popular or plain bottled water
Presently, Evian of Danone group; Perrier and San-Pellegrino of Nestle belong to super
premium category. Catch, Himalayan, Brilliant etc. belong to premium local natural
mineral water category. All other brands like Bisleri, Bailley, Kinley and AquaFina etc.
belong to popular or plain bottled water category.
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THE INDIAN
BOTTLED WATER
MARKET
BRAND WARRIORS:
BISLERI
AQUAFINA
KINLEY
BAILEY
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PRESENT MARKET SCENARIO AND PLAYERS:

Market size and growth rate:
The mineral water market is still maintaining the pace at which it has been growing
over past few years. The market is witnessing launch of a number of player with every
passing day. Presently the market is skewed towards regional players and has more than
250 players in the fray. Besides these we have a number of fly-by-night operators who
enter the market in summers, reap benefits by packaging tap water and selling as pure
mineral water, and then leave once the season is over. The problem in the market is not
with the players but with the consumers. Poverty levels, illiteracy has led these players to
take full advantage of consumers by selling even the tap water as mineral water. The fault
also lies with the government for being lackadaisical in setting up norms for entry into the
industry and also for being lackadaisical in taking proper care of health of its public.
MARKET SHARE
organised
sector
unorganised
sector
Total bottled market has a size of Rs11-12bn of this around Rs7bn is in the hands of
organized sector and rest is with unorganised sector.
In the organized sector Bisleri is the market leader with 45% market share
followed by Bailey with 23-24% market share. PepsiCo and Coca-Cola too has market
13

share in the range of 8-9% individually. Rest of the organized market is well distributed
among small regional players. The market for the past three years has been growing at
unimaginable rates of more than 80%, this can be explained on account of the lower base
of previous years. This strong double digit growth rate of the industry has attracted a
number of global players in the market In the recent past some the major players like Coke,
PepsiCo have launched their products in the market. Many more like Nestle, Britannia, and
HLL have evinced interest in the market with changing consumer preferences from
carbonated drinks towards bottled water the growth rate is expected to stabilize at 25-30 %
for next4-5 years.
MARKET PLAYERS
15%
9%
45%
8%
23%
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BISLERI
BAILEY
AQUAFINA
KINLEY
OTHERS
Competition:
The bottled water industry has two other industries as its biggest competitors in
from of Water purifiers industry and the soft drinks industry. Though the water purifier
industry should be credited to have done the spadework, for setting up the foundation of
bottled water industry but still it acts as competitors especially in the household and
institutional consumption market.
Marketing practices:
Presently most of the players in the Indian market are selling their product claiming
it to be mineral water. All the players are vying to grab a few points of market share and
they are trying to get their brands endorsed by some or other authority. Recently Coca-Cola
has got its brand, Kinley, endorsed by the Federation of Family Physicians Associations of
India (FFPAI) to create an image of being recommended by doctors and thus of the product
being safe and healthy. Similarly other companies claim to have purified their water "n"
number of times to show the superiority of their product.
Overall different players are playing different tunes in order to establish their brands in the
market
BOTTLED WATER rather than MINERAL

WATER.
A survey which had been conducted found that mineral water were lacking the mineral
contents that were specified to be classified under Mineral water category. It is because of
this that the controversy had come up and companies were told not to specify their product
as mineral water if it did not satisfy the standards of mineral water. It was after this that the
companies started labelling their product as
MINERAL WATER.
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BOTTLED WATER rather than
PLAYERS:
Bisleri: The brand is a product of Parle International and presently
is the market leader with more than 45% market share. The company
pioneered the concept of bottled water in the Indian market as early as
1967. The company is also credited with SKUs of 500ml, 1.2 lts, 1.5 lts
and 2 lts in the Indian market.
PepsiCo: Pepsi has AquaFina brand of mineral water in the market. The company
entered into bottled water business in September '99 the company has targeted its product
towards youth segment and has so far focuses only on one SKU, that too 750ml. Though
the company is present only in selected market as of now, it has plans of increasing share
in the market by expanding its SKUs portfolio as well as its distribution reach.
Coca-Cola: The Company has entered in the business in May'00 through its brand,
Kinley. The Kinley brand is already being used for its soda water. The company has tied up
with Kothari Beverages, of Yes brand of mineral water, for manufacturing coke's brand at
Yes' facilities.
Bailley:
The brand is a product of Parle Agro, the company of Frooti fame. The
company presently is the second largest player in the market with share of 20%. The
company has recently extended its Bailley brand name for its soda water. It is also credited
with forming a new segment of 330ml SKU in the market.
Other players in the market with strong regional presence are: Brilliant, Yes, Hello, Purette,
Fountain, Himalayan, Golden Eagle, Prime, Pure Natural Aqua, Ganga, Florida, Metro etc
with many more on very of entering the market.
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RESEARCH
METHODOLOGY
..THE TRACK
DATA COLLECTION
THE SURVEY
LIMITATIONS OF SURVEY
17
RESEARCH METHODOLOGY
BOTTLED WATER INDUSTRY with a special focus on BISLERI has been taken
and a attempt has been made to find out the customer perception about branding. The
project encompasses the study of various elements of branding and their effect on creating
a successful brand.
DATA COLLECTION: The data for this study report has been collected from both,
the primary as well as the secondary sources.
PRIMARY SOURCE: The primary source for the data was a research conducted on a
sample of 50 consumers of bottle water. A questionnaire of the related topic was used as a
source for data collection.
SECONDARY SOURCE: The secondary source of data was a combination of

various books, newspapers etc and the Internet.
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LIMITATIONS OF THE STUDY

The concept of Brand building is generally viewed from two dimensions. The first is
based on the cost incurred for building a branding and is thus evaluated and
expressed in financial terms, while the other is related to the customers' awareness,
perceptions, etc, which are non-financial.
This project report limits the study of brand equity to the non-financial aspects,
which are focused on consumers and are closer to the subject of marketing.
BRAND
COST / PRICE
BASED
CONSUMER
BASED
This report is limited to the qualitative study of Brand BISLERI. Brand building has
not been calculated in quantitative or numerical terms.
A total of 50 people have been the respondents for the research work conducted for
the primary data of this report. The underlying assumption here is that, the
respondents are the ones who decide and purchase their selected brand of BISLERI
for their use.
The scope of this study is restricted to the Indian market and its players.
The research, the study and the report of this project is restricted to the urban
consumers, the reason being that the penetration of BISLERI is negligible in rural
India.
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The research work of the study, which forms its backbone, has been conducted from
the people belonging to middle class families. There are two basic reasons for this:
Majority of the India population, which is target for the respective product, belongs
to the middle class.
It is the middle class, who is, influenced the most, by the brand features like price,
promotion, etc.
The age and sex criteria have been considered and analysed only in relation to the
topics, where these factors have an impact. In case of topics where these factors do
not have relevance or do not affect the results, they have been ignored.
The sample selected was first divided into segments and taken up randomly, hence
had a chance of random sampling error.
Various variables of branding have been considered only for Bisleri and no other
brand of bottled water.
The views points (additional comments) of the sample have been also taken into
account many times to give a better explanation.
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ANALYSIS
CLASSIFICATION
BRAND AWARENESS
BRAND RECALL
BRAND IDENTITY
BRAND SUCCESS
BRAND POPULARITY
BRAND LOYALTY
BRAND SHIFTING
ADVERTISING
BRAND PERSONALITY
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CLASSSIFICATION:
GENDER CLASSIFICATION
MALE
FEMALES
28 males and 22 females were interviewed to know some of their viewpoints on bottled
water industry and Bisleri with a special focus.
All the people interviewed have had bottled water somewhere. Thus survey is of people
who are well aware with the product, people with answer no to question no.3 have been
terminated.
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AGE WISE CLASSIFICATION

50%
40%
30%
% of individuals
20%
10%
0%
11-- 15
16--20
21--25
26--30
31-35
36--40
41& Above
The distribution of the number of respondents in each age group has been given in the
diagram.
16-20: The majority of the respondents are from the age group of 16 to 20. This age
group is also known as teen age group.
It basically consists of college going students, which are majority of the times outside
roaming or hanging out in other words, are freaking out. They never carry any water bottle
along with them as they think that it is against their dignity. So they consist of the largest
segment of small bottle packs.
The middle segment i.e. 21-25, 26-30, 31-35, and 36-40:

This segment consists of working class and is very busy. Also people in this segment are
very much physically fit. So they just tend to have water anywhere available. The people in
this segment usually buy bottled water very rarely.
The last segment or the category is 41-& above:

This segment is of those who will be counted in oldies within a few years. People in this
category start getting physical problems and become health conscious. it is because of this
that this segment do not prefer to have water outside. They usually prefer caring their own
water bottle. But it is found that this segment also contributes to the purchase of bottled
water and that to a large volume.
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Habit-Wise Classification:
HABIT-WISE CLASSIFICATION.
14%
18%
CARRY YOUR OWN

WATER BOTTLE
DRINKWATER ANY
WHERE AVALABLE
22%
SOME TIMES HAVE

MINERAL WAER
AWAYS HAVE MINERAL
WATER
46%
This question gives us the knowledge of bottle water consumption habits. At what
point do people drink bottled water.
It is the elder section that carries their own water whereas others consume mineral
water sometimes. Also a section of people who are not that health conscious have water
wherever available. On the other hand we have 14% of people who always have bottled
water while traveling.18% of the people especially the oldies prefer to carry their own
water bottle. But this segment also constitutes a large market for the bottled water.22% of
the people tends to have water anywhere available. The remaining has bottled water
sometimes. These were the purchasing habits of the people.
Over and above this there are many casual occasions where people differ from their
habits.
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CLASSIFICATION ON FREQUENCYOF CONSUMPTION:
4%
16%
14%
18%
16%
10%
22%
DAILY
TWICE A WEEK
WEEKLY
FORTHNIGHTLY
MONTHLY
QUATERLY
VERY RARELY
This question gives us the idea and the knowledge of frequency of consumption
and purchasing habits of BOTTLED WATER. This purchase can be of any brand. The
consumption pattern is not at all specific to any brand. This is the overall consumption
pattern of the sample taken. The above graph analyses the same. It shows that the majority
of the people are weekly consumers followed by monthly and quarterly consumes. A large
number of weekly consumers comprises of youngsters, followed by middle-aged people.
We also have a fair amount of daily consumers and a few who consume it very rarely. The
consumption rate of bottled water is basically low because many people still find it
convenient to carry their own water bottles while travelling. The people falling in this
category are the elder section. The consumption rate is very much influenced by the
younger section.
This rate of consumption is ever fluctuating. In summers every year the daily users
are estimated to increase by 60-70 %. This is indeed a large number. All the companies try
their level best to cover these additional customers.
Also all the players together with their individual efforts are trying to bring up the
consumption rate.
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BRAND AWARENESS
FAMILIARITY PLAYS A MAJOR ROLE IN
BRAND EMINENCE, BECAUSE IT
CREATES A SENSE OF COMFORT, WHICH
IS CRUCIAL FOR BRAND EQUITY.
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BRAND AWARENESS:
Which brand comes to your mind first when you hear the word
mineral water?
BRAND AWARNESS
40
30
20
OTHERS
AQUAFINA
10
BI
SL
ER
BA
I
IL
LE
Y
KI
NL
EY
AQ
UA
FI
NA
OT
HE
RS
BAILLEY
KINLEY
BISLERI
'Familiarity' plays a major role in brand eminence, because it creates a 'sense of

comfort', which is crucial aspect of Branding.
How often have you bought a consumer-durable because it is a Sony, a roll of film because
it's a Kodak, a baby powder because of the trust mark- Johnson & Johnson or maybe a
timepiece because it is a Titan? These are not merely company names but names people
trust & believe in, and are doing so over the generations
The Brand Awareness refers to the presence of a brand in the mind of the consumer.
Brand awareness reflects the salience of the product in the consumer's mind and involves
various levels including recognition, recall and identity.
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BRAND RECALL
28
Brand Recall:
This question was basically asked to check out which brand was on top of their minds.
May it be classified on the basis of sex, age, frequency of use, majority of the people had
Bisleri on their tongues this shows how much Bisleri is popular today in the markets. Also
this shows that how Bisleri had made place in peoples (Customers) minds. People also had
other brands lined up at the back of their minds but only after Bisleri. This shows Bisleri is
Numero Uno in its fields.
Generic Aspect Of Bisleri
Ek Bisleri De Naa
Ek Mineral Water De Naa
To add to the above conclusion people go down to the shops and say Ek Bisleri Denaa
for the words Ek Mineral water Denaa or Give me bottled water This shows that
Bisleri has created such an image that people refer mineral water as Bisleri. People treat
mineral water and Bisleri as one and the same thing. It also reveals that people know
nothing else. But Bisleri is synonymous to the word mineral water or bottled water.
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BRAND IDENTITY
30
BRAND IDENTITY:
Well!! Bisleri has its all together a different identity than the company it belongs to but
what about its identity with reference to its product category?
The answer to this question can be analysed from this question to the sample interviewed.
This clearly gives us the idea that brand identity of Bisleri is not itself but the whole
bottled water category.
THE WORLD IS BLUE TO BOTTLED WATER INDUSTRY.

Another important aspect of identity of the brand is COLOR. Especially, the Indian bottled
water market has been very watchful playing with colours. Majority of the brands have
used BLUE.
BLUE! Why blue?
- It only because this colour resembles water and clear water.
- All the major players are using this colour but only after Bisleri.
- Bisleri brand is marketed in blue white colour scheme, which resembles purity and
safety values of the brand. Might be it is because of this colour combination that people are
able to remember Bisleri fast and first.
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BRAND SUCCESS
EVERYONE WANTS TO WIN BUT A FEW
DO.
SUCCESS IS SWEET BUT NOT EASY TO
COME.
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Brand Success:
Which brand of mineral water do you prefer?
45
40
35
30
25
20
15
10
5
0
39
4
BISLERI
BISLERI
BAILLEY
AQUAFINA
KINLEY
OTHERS
BAILLEY AQUAFINA
2
KINLEY
2
OTHERS
Why does a customer move towards a certain brand? Why does he prefer a certain brand?
Why is he pulled towards a specific brand? Why?
It is this purchasing decision that makes the difference.
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FACTORS IMPORTANT FOR PURCHASE DECISION

Vital aspects, which are an indicator of the perceptions of the consumers regarding the
brand, are the factors, which they consider while making purchase decisions. They
perceive their brand to provide a satisfaction in terms of those elements.
It is because he feels like buying it again and it is only a satisfied customer who
will prefer your product again and again! It is because he gets all that what he expects from
it.
MAJOR FACTORS INFLUCING PURCHASE DECESION:

QUALITY
BRAND NAME
PACK SIZE
ADVERTISEMENTS
As we can clearly see from the graph that Bisleri with 45% of the market share is leading
the race in drivers seat. It is only because a customer gets all that what he is expecting
from Bisleri. May it be quality, packaging, pack size or anything else? Bisleri clearly
knows what their customer expect from them. It also knows the factors that affect the
purchase decision.
Also Bisleri is very much aware that RETAINING THE OLD CUSTOMER IS
BETTER THAN GOING DOWN TO HUNT FOR THE NEW ONES.
It is only a few or a small segment who prefer any other brand. There are 11 people
in all who prefer some other brand.
34
BAND POPULAITY
35
BRAND POPULARITY
Why do you think that Bisleri is so popular today?
REASON OF BRAND POPULARITY
HE
RS
OT
RI
B.
..
2.4
DI
ST
RE
QU
LIA
BI
LIT
...
3.5
PR
IC
E
HI
GH
OL
DE
ST
...
40 35
35
30
25
20
15
10
5
0
OLDEST BRAND
HIGH QUALITY
RELIABILITY
PRICE
DISTRIBUTION
OTHER
We already saw how much famous Bisleri is? This might be due to various reasons so we
asked people to tell us the reasons they think for such high popularity of Bisleri.
The options available were:

OLDEST BRAND
HIGH QUALITY
RELIABILITY
PRICE
DISTRIBUTION
To this majority (nearly 70%) said that the main reason to success and popularity is Bisleri
being the oldest market player. The early mover advantage has helped Bisleri to become
popular in market. But one should not only think that this is the only sole reason for the
brand popularity of Bisleri. Also other factors have a significant role to play. It is the
quality of Bisleri along with reasonable pricing that has helped Bisleri keep up its head in
36

market as the most popular brand in its category. The sample did not forget these points
and have rated them without any bias.
Price Vs Quality:
PRICES Vs QUALITY
VERY HIGHLY
PRICED
HIGHLY PRICED
37
0
VERY LOW
PRICED
LOWLY
PRICED
4
AFFORDAB
LE
4
HIGHLY
PRICED
5
VERY
HIGHLY
PRICED
40
30
20
10
0
AFFORDABLE
LOWLY PRICED
VERY LOWLY
PRICED
IT us usually found that customers want high quality. At the same time the
companies want higher returns. This war of quality and price is never ending. To add to
this many corporate say, A GOOD PRODUCT COSTS A BIT MORE
It seems that Bisleri is well aware of this fact and has priced its product at such a
price that customers get the best product at their affordable price. It is found that74% think
that Bisleri matches up with the price it charges and is affordable. It is only 10% who think
that Bisleri is very highly priced and other 8% join hands with it.we also have 8% who feel
it is lowly priced.
37
BRAND LOYALTY:
IT IS EASIER TO KEEP OLD CUSTOMER
RATHER TO ATTRACT NEW ONES.
I WONT BUY ANY OTHER PRODUCT
SAYS THE CUSTOMER.
38
Brand Loyalty:
Will you shift from current brand to any lowly priced
brand?
BRAND LOYALTY
30
25
20
15
10
5
0
STRONGLY
AGREE
STRONGLY AGREE
AGREE
DISAGREE
STRONGLY DISAGREE
DISAGREE
UNDECIDED
UNDECIDED
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a
brand. It represents a barrier to entry, a basis for a price premium, and time to respond to
competitive innovations
The Brand Loyalty can be described as the protection of a brand, seeing that a high
degree of loyalty secures an important and continuous cash flow. A lack of brand loyalty
implies that a brand depends entirely on its potential for attracting new clients,
39
Which usually means that the PLC is fairly short. Moreover, it is known that it is
cheaper to keep existing clients than to attract new clients, which means that brand
loyalty directly influences the cost-effectiveness of a brand.
Price Premium: A basic indicator of loyalty is the amount a customer will pay for a
product in comparison to other comparable products. A price premium can be determined
by simply asking consumers how much more they would be willing to pay for the brand.
Such price measures--focus on a brand's ability to command a higher price or make
consumers less sensitive to price increases than price increases for competing brands.
Similarly, the brand's ability to make customers less sensitive to the decrease in price of
other brands. This indirectly means smaller rate of BRAND SHIFT.
Customer Satisfaction and retention: A direct measure of customer satisfaction can

be applied to existing customers. The focus can be the last use experience or simply the use
experience from the customer's view. This ultimately results in longer period of usage of
the brand, which is able to provide optimum satisfaction.
40
BRAND SHIFTING
41
BRAND SHIFTING:
If a user is attracted towards another brand offering the same benefits at lower
costs, it indicated low level of loyalty towards the brand, since the customer does not has a
binding with the brand and thus easily switches to another. Thus, consumers were
questioned whether they would shift to another brand offering same benefits at cheaper
price.
It is not only price that Bisleri is down on for keeping its customers. But instead
people think that it is not worth shifting to other brands. If other reduces the price still
people want to stick to Bisleri. This shows high percentage of brand loyalty towards
Bisleri. Bisleri has 27/50loyal customers.
If any brand increases the pack size at the same price. Will you shift?
PACK SIZE AND BRAND LOYALTY
25
20
SURELY
15
MAYBE
10
UNDICIDED
NO
0
SURELY
MAYBE
UNDICIDED
NO
Price and pack size are the two main aspects, which influence brand loyalty.
It is either low price or the larger pack size at the same price that makes the difference and
induces the customer to shift brands.
We saw that Bisleri has very high brand loyalty of 52%. In case of comparing brand
loyalty against pack size still 50% of the people think that it is not worth skipping their
favorite brand-Bisleri. This shows that brand loyalty for Bisleri on both the fronts is very
high and Bisleri is leading on both the fronts.
42
PACKAGING RATING
25
20
15
EXCELLENT
GOOD
10
AVERAGE
BAD
5
0
EXCELLENT
UNACCEPTABLE
BAD
Moving down to packaging rating the break-away seal of Bisleri assures its
customers safety also majority of the people think that this break away seal of Bisleri
assures quality product and from the viewpoint of Bisleri it assures them no duplicate or
refilled water is sold in the market on their brand name basis. It is the various sizes
packaging that suits every segment of the market.466% of the consumers of Bisleri are
very much satisfied with the quality and have rated it excellent whereas 44% rate it as good
and average.
At Bisleri they give special emphasize on packaging and see to it that no
duplication of what so ever nature is possible.
43
Too many players will dilute the market & the profit margin
INFLUENCE OF
ADVERTISEMENT
DIKAO PE MAT JAO APNI AKAL LAGAO.
ADVERTISEMENT IS INVESTMENT AND
NOT A COST FACTOR.
DEKHETE REHE JAO GE
44
ADVERTISING:
RATING OF BISLERI ADS
25
20
EXCELLENT
15
GOOD
10
BORING
BAD
0
EXCELLENT
GOOD
BORING
BAD
Advertising has long been considered the main aspect for building brands. The
players in the bottled water market have been doing great deal of efforts in these regards.
Thereby, the respondents were asked whether they had seen the ads of their brands. All the
replies were positive, which shows that every brand is, has been using one or the other
medium to create identity and awareness through advertising.
Another aspect, which is important, is choice of media. Posters and hoarding form
a small part of the media split. Other media include handbills and danglers.
The sample was asked to rate the ads of Bisleri. It has been found that many do not
like the ads of Bisleri. It is majority of the elder section, which does not like the ads. Many
also say that the Bisleri ads are vulgar in nature. But Bisleri thinks that for targeting the
youth and making them buy their product these kinds of ads do make an impact. Bisleri
basically advertises using TV and hoardings as media.
45
Advertising is any paid form of non-personal presentation & promotion of ideas, goods or
services by an identified sponsor.
Modes of advertising:
Newspapers, billboards, glow signs, banners, inflatable etc.
TV.
Mails.
Radio.
Magazines.
Yellow pages.
Newslette.
s Brochures.
Telephone.
Internet.
46
BRAND PERSONALITY
A STRONG BRAND OWNS A POSITION IN
CUSTOMERS MIND.
IF IT DOESNT HAVE UNIQUENESS, IT
BECOMES A COMMODITY.
47
BRAND PERSONALITY:
Do you think people pick up Bisleri just on its brand name?
BRAND PERSONALITY OF BISLERI

40
35 36
30
25
20
15
10
6
5
0
STRONGLY
AGREE
STRONGLY AGREE
AGREE
STRONGLY
DISAGREE
DISAGREE
STRONGLY DISAGREE
NEITHER AGREE NOR
DISAGREE
A strong brand owns a position in the consumers mind. If it doesn't have uniqueness, it
becomes a commodity.
Consumers attach certain subjective and emotional attachments, which form a part
of the brand equity. These associations together form a brand 'personality', which suggests
situations and customers for whom a particular brand is suitable.
A brands personality thus embodies all the benefits it has to offer over and above
its functional purpose. Discovering this personality and conveying it to your target market
is vital. The audience needs to bond with the brand.
Brand Personality: This element is based on the brand-as-person perspective. For

some brands, the brand personality can provide links to the brands emotional and selfexpressive benefits.
May it be first time consumer or occasional user or even a regular one Bisleri today
is placed such that people have full confidence in it and are picking up Bisleri just upon its
brand name?
48
PERFORMANCE:
Another aspect of the brand personality would be, whether it has been successful in
fulfilling the perceived benefits for the consumers. This means that whether the brand is an
ideal one to support the perceived expectations of the consumers. To rate this aspect, the
users were asked to rate the performance of Bisleri.
39 out of the total 50 users have been able to fulfil their perceived benefits through the
brand and have thus rated it to be excellent. This shows that Bisleris personality has been
of a TRUSTWORTHY BRAND, fulfilling the customer expectations.
In this competitive stage of business it is very much essential to maintain a very

well developed distribution network. Bisleri knows this fact and is also very good at its
distribution. It has well maintained distribution channels. Bisleri ensures that their product
is sold in each and every nook and corner. Although other competitors of Bisleri, especially
Kinley has started blocking the distribution chain of Bisleri but Bisleri is no way down and
still Bisleri is available to people whenever and wherever they want it.
49
SWOT analysis of the packaged water industry

STRENGTH
The industry is growing @ 40%.
In India the market is huge & untapped
Growing awareness among the people about the importance of mineral water
WEAKNESS
Many players entering in the race.
Any local person can start manufacturing.
Rural population is not using the packaged water.
Not very economical
Quality not properly maintained e.g. Bisleri & hence has bad effect on the whole
OPPORTUNITY
Sustained Market growth increase in coming years
Literacy rate growing and hence the awareness of safe drinking water to avoid the
diseases.
Huge population & untapped market.
THREAT
Many substitutes available
50
Consumer Habits and Practices
Consumers are growing more health conscious and are more careful of their
drinking habits.
Brand loyalty is very low as all the products taste the same so they can buy
just any product which is on the shelf, same as that of soft drinks and fruit
beverages.
Availability in the chilled form and brand awareness plays a crucial role in
purchase decisions.
While there is no aversion to consumption of mineral water by any age group,

this product is mainly consumed by the people in the age group of 20-35 years
who have less attraction of soft drinks or other synthetic drinks whereas
youngsters look in for soft drinks and fruit beverages to quench their thirst.
Visibility is another factor that should be taken care of by the companies as

consumers are not very brand loyal and consume whatever is in front of them
51
Conclusion and
Recommendations
AT LAST BUT OF HIGH IMPORTANCE.
MY PERSONAL COMMENTS.
52
CONCLUSION
It is very clear from the information that it is not at all easy to build up a brand and
keep it going in the competitive world of today. But Indias one of the greatest brandsBISLERI has kept up it brand name since years. It is just a fraction of their sales, which
they spend it on their ads and promotions. As against ads they at Bisleri think and have
also proved that distribution give much better results.
The botteled water industry is a big vast and fast growing industry. The number of
players is increasing day by day. Also the controversy of labelling mineral water as
botteled water had created problems in the industry.
Inspire of all these problems Bisleri the market leader of the industry, has kept
itself intact as it was. It is not at all easy to keep doing so well sine its inception .it is only
THE ART OF SUCCESSFUL BRANDING which has helped Bisleri to retain its
market leadership with 45% of market share.
Although Bisleri got the advantage of early move in the market, we have ample of
examples of companies in other industry who were the first ones to enter but have failed.
Retaing the market power is the main aspect, which can be done only through successful
branding. It is very much essential to build up a strong brand from the start. Bisleri did the
same. It had created a powerful brand right from the word go.
Bisleri from the start had created a brand image of its own different from its parent
company- PARLE. It is till date that majority of the people are unaware of the fact that
Bisleri is a PARLE product. Majority of them are of the view that Bisleri is
All together a different company
Bisleri has setup up itself today as a brand, which has coincided with the word
BOTTLED WATER. It has become such that people refer mineral water as Bisleri.
This can be clearly seen on the roadside shops where an ignorant customer tells to
the shopkeeper Ek
Bisleri De Naa instead of Ek mineral water de Naa.
This is called THE ART OF SUCCESSFUL BRANDING.
53
After seeing the different sales trends and market shares graphs, one can easily
derive that at present the foreign brands like Kinley & Aquafina are sharing equally the
market share and the Indian companies like Bisleri & Bailey who used to show a good
market share have surely come down as the modern marketing skills and technologies used
by Coke & Pepsi have covered the large part of the market.
After the cola wars now as Manikchand has entered in the ongoing water war. With
Manikchand, HLL and Nestle entering the industry with its excellent marketing staff, latest
technology & the financial strength I can see the shares of Kinley & Bisleri going down &
these gaints becoming the future leaders after three yrs from launch.
54
RECOMMENDATIONS
Emerging today as the leader of the industry is no Childs job. It requires high
dedication to the market and the customers. Although Bisleri has developed as the market
leader but it has started facing various problems in recent times.
The first one undoubtedly is the problem of ADVERTISEMENT. People think that
these ads of Bisleri are very bad and boring. Also some of are the view that these ads are
vulgar in nature. The elder sections of people are against the ads and also say that these
should not be allowed.
Bisleri on the other hand says to promote your product to young and teens you
require this type of strategy only. The teens are very much attracted towards theses ads.
Bisleri thinks that it is only because of this that their larger target customers are young,
youth, and teens.
Bisleri should stop thinking on this line instead develop a new advertising strategy
which can be liked by all the section of society. It should not forget that teens are not only
their target customers instead they are also catering to elder segment of people.
It is not only through these types of ads that a youth customer can be attracted but there are
also many other ways.
The second thing to worry is about its distribution chain been hampered by other
companies i.e. their competitors especially Kinley. Kinley is trying to push up its sales
through catching up and interfering within the distribution chain of Bisleri.
Bisleri should take this seriously and try its maximum to not to allow Kinley to get
into its distribution chain and hamper it. Bisleri should try to retain its chain by offering
high margins than before.
55
ANNEXTURES
Something more.
PROMOTIONS
ARTICLES
QUESTIONNAIRE
56
ADDS & PROMOTION
57
INTERVIEW
The Millennium Brand: The Bisleri Story (Article No. 1)
Sulekha Kadapa-Bose meets Ramesh Chauhan, CEO, Parle Exports who has
made Bisleri a fact of life for Indians, a generic brand in a market crowded with bottled
water. This is an excerpt from the interview.
The first thing he realized was that for any product to be successful, the distribution
system had to be really good. No amount of advertising would help if the product were not
available on demand.
58

"I saw to it that each and every customer of the country offered Bisleri to those
wanting to purchase bottled water," explained Chauhan on how he succeeded in making
Bisleri a generic brand of bottled water.
"Its just a coincidence that we were at the right place at the right time. We were the
first to market bottled water in a totally virgin market and naturally people associated our
brand with bottled water. Now we are more then ten steps ahead of our immediate
competitors. We will definitely endeavor to widen the gap with our competitors," Chauhan
explains.
Chauhan is also set to change the one obstacle that was in the way of making
Bisleri as the product of the millennium - the disposal of used plastic bottles. No doubt
those bottles are of very good quality, but how many can one store at home!
"We have already started planning for the process of recycling these bottles for
manufacturing different products. We will collect the bottles from various places, crush
them, and cart them back to our manufacturing unit where the pieces will be shredded and
made either into ropes or something else."
- The above news clip is an extract from an interview published in the Economic
Times Special Report.
59
ECONOMIC TIMES ARTICLE NO. 2

Marketing / Ramesh Chauhan - The man who sells brands, not just products
FEW people would recall, perhaps even like to, that the Bisleri water served at their
weddings was gratis. Thats right, desperate to enter the retail segment, Bisleri executives
used to descend on the homes of people about to get married, and offer them several cases
of Bisleri water, to serve to the elders of the family they did this for close to three years.
Show me a wedding today even in small towns that doesnt serve you some form of
mineral water, says a proud Ramesh Chauhan, who came up with this idea to energies a
stagnating brand, a year or so after he sold his best-selling Thums Up and Limca brands to
Coke for a cool $60 million. Today, Bisleri is Indias best-selling bottled water, with an
annual growth upwards of 100 per cent and, once again, top global majors are at Chauhans
doors, trying to buy up a piece of the action.
Dont be fooled by Chauhans diminutive personality. Its a razor-sharp brain in
there which has enabled him to create top-selling brands from almost scratch it was
their inability to significantly grow even the brands he sold them, that has seen four Coke
chiefs in India get their marching orders in the last eight years.
How do you find buyers, my friends ask me, Chauhan jokes, Since they also
want to sell their companies. I dont find buyers, is his stock reply, I just happen to
make products they want to buy.
So how does he get into such businesses? Luck, savvy marketing, research, what? It
clearly cant be research since the man says he doesnt trust it remember the research,
he tells you as if you really did, that said Hotshot cameras wouldnt click, but see how well
they did. And when youre still figuring out what makes Chauhan click, he provides a clue.
Remember the booming sales of soda water at Mumbai railway station in the late 80s and
90s? All that people wanted was cheap but clean water, and that is exactly what were
giving them, minus the gas which no one wanted anyway. Its that ability of association,
rather than structured market research that Chauhan uses to sharpen his marketing focus, to
decide the products he wants to promote, and often even how this is to be done.
But if Bisleris doing so well, shouldnt other luxury products be doing well too?
And why is it that even after around a decade of being here, neither Coke nor Pepsi are
60

profitable?
At its earlier price of Rs 12 a litre in the early 90s, Chauhan concedes, it was
perhaps a luxury. But today, at Rs 6 a litre in a 5-litre pack and Rs 2.5 in a 20-litre pack, he
asserts, Bisleri waters hardly a luxury anymore. That, in fact, is Chauhans real problem
about the Cokes and Pepsis of the world despite all the money theyve spent, they
havent grown the market. Very large sums have been spent on advertising (Bisleri spends
less than 2 per cent of its turnover on ads), but that doesnt create markets says Indias Mr.
Brand. You have to spend on distribution, to create a supply chain, and smart ads on TV are
a complete waste, he says disdainfully. Fountain Pepsi had a great opportunity to lower
prices theres no bottling cost, no excise but what did it do? It was priced at the same
as the bottle, and today who buys the fountain stuff anymore? And then, perhaps just to
gently remind you why hes the ace marketer, Chauhan begins dissecting his own strategy
to popularise Bisleri through 20-lite packs. These works well in the west where you most
people have cars, but in India, how will the servant carry a 20 litre-pack from the market?
Perhaps a 12-litre pack like they have in Pakistan...
Of course, Chauhan wants everyone to know, its not as if he moved from one
success to another Limca was around for over 20 years before he sold it to Coke, and
Thums Up for around 15. Bisleri, as a brand, has also been around for 15 years, though its
only been around seven years since Chauhans been really trying to make it grow. Buoyed
by Limcas success in the early 70s, Chauhan introduced Pepino (partly to sound like
Pepsi and partly to sound high-fashion Italian!), which bombed.
61
Questionnaire
1. Sexuality
Male
Female
2. Age Group
11-15
16-20
21- 25
26-30
31-35
36-40
41 and above.
3. Do you drink Mineral Water?
Yes
No
4. What do you prefer when you travel?

Carry your own water bottle
Drink water anywhere available
Sometimes have mineral water
Always have mineral water
5. How frequently do you have mineral water?
Daily
Twice a Week
Weekly
Monthly
Quarterly
Very Rarely
Fortnightly
6. Which brand comes to your mind first when you hear the word
mineral water?
_____________________________________
62
7. Which other brands of mineral water are you aware in the

market?
_______________________________________
8. What do you say to the shopkeeper when you purchase
mineral water?
Ek Bisleri De Naa
Ek mineral water de naa
Other
_________________
9. Which brand of mineral water do you prefer?
BISLERI
10.
Bailley
AquaFina
Kinley
Others
What do you think of purity aspect of BISLERI?

Excellent
Good
Average
Bad
Unacceptable
11.
Why do you think that Bisleri is so popular today?

Oldest Brand of mineral water
Reliability
Price
High Quality
Distribution
63
Other
12. What do you think of pricing of Bisleri against its quality?

Very highly priced
Lowly Priced
Highly Priced
Affordable
Very Low Priced
13. Will you shift from current brand to any lowly priced
brand?
Strongly Agree
Agree
Disagree
Strongly disagree
Undecided
14. If any brand increases the pack size at the same price.
Will you shift?
Surely
Maybe
Undecided
No
15. How do you rate the packaging of Bisleri?

Excellent
Good
Average
Bad
16. How do you rate Bisleri Ads?

Excellent
Good
Boring
Bad
Other
17.What do you think of Play Safe campaign?

____________________________________
18.Do you think people pick up Bisleri just on its brand name?
64
Strongly Agree
Agree
Disagree
Strongly disagree
Neither Agree Nor Disagree
19.What do you think of distribution of BISLERI?

Excellent
Good
Average
Bad
Very
Bad
20. What are your suggestions for Bisleri?

_______________________________________
65
BIBLIOGRAPHY
.THE SEARCH ENGINE.
WITH THE HELP OF
66
REFERENCE BOOKS
Brand Management
(The Indian Context)
-YLR. Moorthy
Behind Powerful Brands

(From strategy to campaign)
John Philip Jones)
Marketing Management
-Philip Kotler
Building customer loyalty

-Ian Linton
Whets in a Brand?
(Building brand equity through advertising)
-John Philip Jones
Managing Indian Brands

(Marketing concepts and strategies)
- Neelangam
Buying Research
- Mukesh Chaturvedi
24 Keys to a successful Brand

- Jagdish Kapoor
Marketing in India
Case Study-Positioning of Trust Toothpaste
67
NEWSPAPERS
Economic Times - Brand Equity
Business Standards
MAGAZINES
A& M
Business Today
Business World
INTERNET
www.indiainflo.com
www.Brandaid.com
www.managementfirst.com
www.bisleriwater.com
68

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STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Brand is a name, term, sign, symbol, or design, or combination of them, intended to

HOW DOES BRANDING HELP?

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

THE BOTTLED WATER

JOURNEY OF BOTTLED WATER

SOME FACTS ABOUT THE INDIAN

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

WATER, WATER & WATER

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BottledWATER WATER everywhere

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

History of mineral water

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

OBJECTIVES OF THE STUDY

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

PRESENT MARKET SCENARIO AND PLAYERS:

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BOTTLED WATER rather than MINERAL

BOTTLED WATER rather than

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

SECONDARY SOURCE: The secondary source of data was a combination of

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

LIMITATIONS OF THE STUDY

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

AGE WISE CLASSIFICATION

The middle segment i.e. 21-25, 26-30, 31-35, and 36-40:

The last segment or the category is 41-& above:

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

CARRY YOUR OWN

SOME TIMES HAVE

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

CLASSIFICATION ON FREQUENCYOF CONSUMPTION:

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

'Familiarity' plays a major role in brand eminence, because it creates a 'sense of

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

THE WORLD IS BLUE TO BOTTLED WATER INDUSTRY.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

FACTORS IMPORTANT FOR PURCHASE DECISION

MAJOR FACTORS INFLUCING PURCHASE DECESION:

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

The options available were:

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.