4. THE PRODUCT LIFE
CYCLE
• The stages through which individual products develop
over time is commonly known as the Product Life
Cycle.
• The Product Life Cycle is an attempt to recognize
distinct stages in thee sales history of the product.
5. DIFFERENT STAGES OF
PLC
• Introduction :
The product is promoted to create awareness. If the
product has no or few competitors, a skimming price
strategy is employed. Limited numbers of product are
available in few channels of distribution.
• Growth :
Competitors are attracted into the market with very similar
offerings. Products become more profitable and
companies form alliances. Advertising spend is high and
focuses upon building brand.
6. DIFFERENT STAGES OF
PLC
• Maturity :
Those products that survive the earlier stages tend to
spend longest in this phase. Sales grow at a decreasing
rate and then stabilize.
• Decline :
At this point there is a downturn in the market. For
example more innovative products are introduced or
consumer tastes have changed. There is intense price-
cutting and many more products are withdrawn from the
market.
7. PRODUCT LIFE
CYCLE
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8. GLIMPSE OF BISLERI
Founded : 1965.
Headquarters : Andheri (E), Mumbai.
Key People : Felice Bisleri (Founder)
Ramesh J. Chauhan (Chairman -
Bisleri International Pvt. Ltd.).
Products : Bottled Water.
Parent Company : Parle Bisleri Ltd.
9. INTRODUCTION OF
BISLERI
• In 1965 Bisleri introduced in Mumbai in two varieties
i.e. bubbly and still.
• In 1969 Parle buys Bisleri bottled water from an Italian
company, Felice Bisleri it was bottled in glass bottle
then.
• Bisleri is proud to have pioneered the concept of
‘bottled water’ in India.
11. GROWTH OF BISLERI
• Bisleri has undergone significant expansion in their
operations. The company has witnessed an
exponential growth with their turnover multiplying
more than twenty times in a short span of 10 years.
• The Average growth rate over this period has been
around 40% with Bisleri enjoying more than 60% of
the market share in the organized mineral water
segment.
• The overwhelming popularity of 'Bisleri' and the fact
that they were the pioneers of the bottled water
industry in India has made them synonymous to
Mineral water and a household name. So naturally
'When you think of bottled water, you think Bisleri.
12. GROWTH OF BISLERI
Early 1980’s :
It shifts to PVC (poly vinyl chloride) bottle.
Mid 1980’s:
Switches to PET bottles, which meant more
transparency and life of water.
In 1991 :
Introduces 20ltrs container to bring the price down from
10 per/ltr to 2rs per/ltr for home and office economical
pack.
In 1995 :
Bisleri launches a 500ml bottle and sales shoots up.
In 2000:
Launches ‘BADA BISLERI’ a 1.2ltrs pack of 12rs.
13. GROWTH OF BISLERI
In 2005 :
Bisleri launches its break away seal, fear factor and play
safe campaigns which establishes its purity and safety.
In 2006:
Bisleri changes its design and packaging from blue to
green, differentiating itself from the competition.
In 2010:
Launches a limited edition of celebration and celebrate
cricket labels in 250ml and 500ml packs. Also launched
Vedica-natural mountain water from the Himalayas.
15. ADVERTISEMENT
• Bisleri Knowing the increasing competition, realized that it
had to reposition itself, to arrest it decline market share.
• They changed their Earlier image was “PURE AND
SAFE”
to “THE SWEET TASTE OF PURITY”.
• They launched a PLAY SAFE ad campaign.
• Company try to add a fun element for the rejuvenation
for its BADA BISLERI Brand.
• They change there color from “Blue” to “Green”
differentiating itself from the competition.
16. ADVERTISEMENT
• Late 1990’s.
• Ad campaign brand image - 'There is just one Bisleri’.
• Print-and-TV campaign - “Pure and Safe."
• Safety feature - tamper proof seals.
• Weakness of conventionally sealed bottles -"breakaway"
seal.
17. ADVERTISEMENT
• From 2000.
• Play Safe ad campaign to make its brand stand apart
Targeted the youth and hoped to convey a social
message.
• Shift in positioning from "pure and safe" to "play safe“.
• "Our observation is that people consume mineral
water not for the minerals, but for safety. Hence the
word "safe" is critical."
- Mr. Chauhan CEO of Parle Bisleri
Ltd
18. ADVERTISEMENT
The overwhelming popularity of 'Bisleri' and the fact that
they were the pioneers of the bottled water industry in
India has made them synonymous to Mineral water and a
household name. So naturally 'When you think of bottled
water, you think Bisleri‘.
19. MARKET
SEGMENTATION
• Market Segmentation :
Market Segmentation is the process of
dividing a total market into market groups
consisting of people who have relatively
similar product needs and it pertains to the
division of market consumers into person with
similar needs and wants.
20. MARKET
SEGMENTATION
Price (in Rs)
Brand Packaging per bottle
250ml 3
500 ml 5
1 litre 10
1.2 litres 12
2 litres 20
5 litres 30
Bisleri 20 litres 75
500 ml 8
Aquafina 1 litre 12
500 ml 5
1 litre 12
Kinley 20 litres 75
21. MARKET STRATEGIES
• Market Strategies :
Market Strategy is the process or model to
allow a company or organization to focus
limited resources on the best opportunities to
increase sales.
22. MARKET STRATEGIES
In Marketing Strategy Bisleri used various type of
packing option to targeted customer.
• With 500ml pack Bisleri targeted teenagers, college
students and roadside consumers. Also aimed to supply
to the Indian Railways.
• With 1ltr pack Bisleri targeted general consumers and
travelers.
• With 1.2ltr pack Bisleri targeted the consumers
demanding a little more water at just a little more price.
23. MARKET STRATEGIES
• With 2ltr pack Bisleri targeted Small offices,
shopkeepers
and households.
• With 5ltr pack Bisleri targeted Households, Institutes,
offices, retail shops, showrooms.
• With 5ltr pack Bisleri targeted households, institutes,
offices, schools and college.
• Bisleri also provides 150ml cups - for Indian Airlines
travelers, and 300ml cups - for marriages and parties.
24. COMPETITORS
• Brand : Kinley.
• Company : Hindustan coca cola beverages Private
limited.
• Product : Packaged drinking water.
• Targeted Market : Health conscious people.
• Trade Promotion : Effective TV ads
(Boond Boond Mein Vishwas).
• Weakness : Not able to penetrate in interior area since
they have not appointed distributors in most of area.
25. COMPETITORS
• Brand : Aquafina.
• Company : Pepsico India Limited.
• Product : Packaged drinking water.
• Targeted Market : Health conscious people.
• Trade Promotion : Banking on parent Co.
• Weakness : It seems that many time product is not
available.
