This presentation refers to branding the unbranded.

1. PACKAGED WATER IN INDIA-WITH
SPECIAL REFERENCE TO BISLERI
AN INSIGHT INTO THE BRANDED COMMODITY

2. INTRODUCTION

3. BOTTLED WATER INDUSTRY…THE
BEGINNINGS…
• FRESH WATER HAS GONE THROUGH SIGNIFICANT CHANGES OVER THE PAST
THIRTY YEARS. FROM AN EMERGENCY STORM SUPPLY IT BECAME A MARKET
PRODUCT, UNDER THE FREE MARKET ECONOMY.
• THE WATER SHORTAGE AROUND THE WORLD AND ESPECIALLY IN THE THIRD
WORLD COUNTRIES HAS OPENED NEW AVENUES FOR BOTTLED WATER
INDUSTRY.
• THOUGH CONCEPT OF BOTTLED WATER IN WESTERN COUNTRIES PICKED UP
IN EARLY 1900, INDIAN ELITE FIRST TASTED IN ONLY IN 70’S.

4. THE INDIAN PERSPECTIVE…
• BOTTLED WATER IN INDIA BEGAN ITS JOURNEY WITH THE INTRODUCTION OF
BISLERI, A COMPANY CREATED BY S.F.BISLERI, BASED IN NOCERA UMBRA,
ITALY IN 1965.
• IT WAS INTRODUCED IN MUMBAI IN GLASS BOTTLES IN TWO VARIETIES-
BUBBLY & STILL.
• IN 1969, IT WAS BOUGHT OVER BY PARLE.

5. • BOTTLED WATER IS ONE OF THE FASTEST GROWING INDUSTRIAL SECTORS.
• ANOTHER REASON FOR THE INCREASING DEMAND OF BOTTLED WATER IN
INDIA IS THAT LIKE IN GERMANY IT IS BECOMING MORE AND MORE A
FASHIONABLE LIFESTYLE PRODUCT TOO.
• THE INDIAN BOTTLED WATER MARKET RECORDED A GROWTH OF 28% IN 2012
TO REACH A VALUE OF 88 BILLION RUPEES.

6. • ACCORDING TO A RECENT REPORT “BO TTLED WATER INDUSTRY ININDIA”, THE
KEY DRIVERS TO THE GROWTH OF BOTTLED WATER IN INDIA ARE
• RISING CONSCIOUSNESS AMONG CONSUMERS
• CHANGING CONSUMER ATTITUDES, WITH PEOPLE NO LONGER OBJECTING TO
SPENDING MONEY ON SAFE DRINKING WATER.

7. • ADDING TO THIS IS THE YOUTH AND WORKING POPULATION
• WHO WANT TO AVOID CARRYING WATER TO WORK WITH THEM FROM HOME,
• PREFERRING TO BUY BOTTLED WATER FROM CONVENIENT SALES POINT.

8. THE BRANDED WAY…
• DIFFERENTIATION
• BRANDS ARE AN EFFECTIVE MEANS TO DISTINGUISH PRODUCTS/SERVICES THAT ARE HIGHLY
UNDIFFERENTIATED.
• MAKING THE BUSINESS IMMUNE TO THE VAGARIES OF A MARKET
• WITH A STRONG BRAND, IT IS MUCH EASIER TO WITHSTAND ANY KINDS OF CRISIS.
• CREATING BRAND LOYALTY.
• COMMANDING PRICE PREMIUM.
• CREATING BRAND IMAGE.
• INCREASING SALES.

9. CONSUMER ISSUES IN BRAND BUILDING…
• PRODUCTION AND SAFETY OF PRODUCT.
• ENVIRONMENTAL STANDARDS.
• TRACEABILITY.

10. HOW IT ALL
STARTED…

11. INSIDE BISLERI- THE BLOOMBERG UTV
EXCERPT

12. A BRIEF PROFILE…
• A ITALIAN ORIGIN COMPANY.
• PARLE BOUGHT OVER BISLERI IN INDIA IN 1969
• CURRENTLY 54 BOTTLING PLANTS , 9 PLANTS ARE COMPANY OWNED & REST ARE FRANCHISEE OR
CONTRACT PACKERS.
• COMPANY PUT THROUGH MULTIPLE STAGES OF PURIFICATION, OZONISED & FINALLY PACKED FOR
CONSUMPTION.
• COMPANY COMMITMENT TO OFFER EVERY INDIAN PURE & CLEAN DRINKING WATER.

13. THE BISLERI STORY…
• WHEN PARLE BOUGHT BISLERI FROM S.F. BISLERI, THE COMPANY WANTED TO EXIT FROM
INDIAN MARKET.
• THEN, SINCE BOTTLED WATER IS COLOURLESS, TASTELESS AND ODOURLESS, IT WAS NOT
AN EASY PRODUCT TO ADVERTISE.
• THUS, THE EARLIER BRAND BUILDING EFFORTS FOCUSED ON BISLERI BEING HEALTHY WITH
ADEQUATE MINERALS.
• IN 1990 BISLERI COMES UP CAMPAIGN OF PURE AND SAFE AD.

14. CONTD…
• THE FIRST PRINT AD CAMPAIGN CAPTURED THE INTERNATIONAL ESSENCE AND
SHOWED A BUTLER WITH A BOW TIE, HOLDING TWO BOTTLES OF BISLERI.
• THE PUNCHLINE WAS, "BISLERI IS VERI VERI EXTRAORDINARI“.
• THE REAL BOOST TO MINERAL WATER CAME IN THE EARLY-TO-MID-1980S WHEN
THEY SWITCHED TO PVC PACKAGING AND LATER TO PET BOTTLES.
• THERE WAS A CLEAR OPPORTUNITY OF BUILDING A MARKET FOR BOTTLED WATER.
THE QUALITY OF WATER AVAILABLE IN THE COUNTRY WAS BAD.

15. CONTD…
• THE INTRODUCTION OF A COMFORTABLE-TO-CARRY 500-ML BOTTLE FOR JUST RS 5 IN 1995 GAVE
THE COMPANY A GROWTH OF 400 PER CENT.
• THEY ALSO INTRODUCED THE 1.2 LITRE BOTTLE IN 2000, WHICH WAS AIMED AT THOSE WHO SHARE
THEIR WATER.
• WITH OTHER BRANDS JOINING THE FRAY, THE BOTTLED-WATER MARKET WAS ESTIMATED AT RS
300 CRORE (RS 3 BILLION) AND WAS GROWING AT 50 PER CENT A YEAR.
• BISLERI HAD CAPTURED 40 PER CENT OF THE MARKET.

16. CONTD…
• LATER, BISLERI MOVED TO THE BULK SEGMENT LEVEL.
• THEY TAPPED INTO THIS SEGMENT BY INTRODUCING THE 12-LITRE CONTAINER, FOLLOWED
BY THE 20-LITRE CAN.
• THE BULK SEGMENT ALSO HELPED BRING DOWN THE PRICE PER LITRE FROM RS 10-12 A
LITRE TO ABOUT RS 3 A LITRE.
• AT PRESENT, THE BULK SEGMENT CONSTITUTES 60 TO 70 PER CENT OF THEIR SALES.

17. CONTD…
• BISLERI INTRODUCED FREE SAMPLING OF BISLERI AT THE TABLES WHERE THE
ELDERLY GUESTS WOULD SIT DURING SPECIAL OCCASIONS. SOON
CUSTOMERS WERE ORDERING BOTTLED WATER ON SPECIAL OCCASIONS.
• THE STATIONERY SHOPS AND CHEMISTS DON'T KEEP SOFT DRINKS BUT SELL
BISLERI.

18. MAJOR PLAYERS IN PACKAGED WATER
INDUSTRY

19. Strengths
•Bisleri is the synonymous with branded water
•Bisleri is the pioneer in the market
•Major market share
•Generic name for packaged drinking water
•40 years old brand so name its self is TRUST
•Focus on safety
Weakness
•No continuous innovation in the product
•Not able to penetrate on premium segment
•Not more focus on advertisement
Opportunities
•Can enter in the market of juices & beverages
•Can enter in the market of water purifier
•Can tab the maximum rural market of the country
•Tie-up with railway canteen & stalls
Threats
•From the players like Kinley, Aqua fina, Himalaya Bailley,
& Other local & rural products
•New enters in the market like Amul
•If government ban on plastic use then company will be in
trouble

21. • BARGAINING POWER OF SUPPLIERS
• INCREASE IN THE COST OF RAW MATERIAL (CAP COST , LABELLING COST, BOTTLE
COST, CARTON COST)
• SUPPLIERS SUPPLY RAW MATERIAL TO LOCAL PLAYERS
• AS PLASTIC BOTTLE BANNED ANOTHER SUBSTITUTE WILL BE GLASS BOTTLE
• THREAT OF SUBSTITUTE
• SUBSTITUTE ARE FRUIT JUICES, HEALTH DRINKS ,SOFT DRINKS
• JUICES LIKE REAL , SLICE MANGOLA , PRIYA GOLD TREAT, COCA COLA.

22. • INTENSITY OF RIVALRY FIRMS
• LOCAL BRANDS ARE MAJOR CONTRIBUTING 80% OF MARKET SHARE
• AROUND 200 REGISTERED BRANDS IN INDIA
• BARGAINING POWER OF BUYERS
• LOCAL BRANDS ARE AVAILABLE IN THE MARKET IN THE CHEAP PRICE
• BUYERS HAVE CHOICE FROM WIDE VARIETY OF SUPPLIERS
• DEMAND IS MORE IN THE MARKET BUT BRANDED SUPPLIERS IS LESS COMPARE TO
LOCAL SUPPLIERS

23. • BARRIERS TO ENTRY / NEW PRODUCT
• NEW ENTRANTS IN THE MARKET LIKE AMUL “NARMADA NEER”
• MARKET IS GROWING WHICH ATTRACTS NEW ENTRANTS

24. SEGMENTATION

25. • GEOGRAPHIC
• CITY SIZE:- MOSTLY MAJOR CITIES & SUB METROS
• CLIMATE:- HOT & HUMID
• PSYCHOGRAPHIC
• LIFESTYLE:- TRAVEL FREAK
• PERSONALITY:- HEALTH CONSCIOUS
• DEMOGRAPHIC
• FAMILY SIZE:- MOSTLY INDIVIDUAL & SOMETIMES FAMILIES
• CORPORATE
• BEHAVIOURAL
• BENEFIT:- THIRST & QUALITY
• BRAND LOYALTY:- SPLIT LOYAL

26. TARGETING

27. • TARGETS MIDDLE SEGMENT PEOPLE
• PRICE OF THE BOTTLE IS SUCH THAT CAN BE AFFORDABLE TO THE ALL
SEGMENTS
• COMPANY PLANNING TO TARGET MORE TOWARDS LOWER SEGMENT

28. POSITIONING

29. • WHERE IS THE PRODUCT IN THE CUSTOMER’S MIND.
BISLERI
HIMALAYAN
KINLEY
AQUAFINA
BAILLEY
TATA WATER+
KINGFISHER MINERAL
WATER

30. FACTORS LEADING TO GROWTH OF
BOTTLED WATER INDUSTRY…
• BURGEONING POPULATION
• RAPID URBANIZATION
• PHENOMENAL INCREASE IN TOURISM
• GROWING AWARENESS ABOUT DRINKING WATER SAFETY.
• INABILITY OF CENTRAL LOCAL GOVERNMENT TO PROVIDE CLEAN DRINKING
AND SAFE DRAINING WATER
• STRAINED GOVERNMENT RESOURCES

31. SUGGESTIONS FOR IMPROVING THE BRAND
• KEEP INNOVATING AT REGULAR INTERVAL.
• IMPROVE PENETRATION IN THE MARKET WHICH INCLUDES RURAL MARKET.
• ADVERTISE REGULARLY TO MAINTAIN TOP OF MIND RECALL.
• IMPROVE TIES UP RESORTS & RESTAURANT.
• INTRODUCE SPARKLING WATER TO CATER TO NICHE CATEGORY & OBTAIN
MORE SHELF SPACE.

32. CONCLUSION

34. REFERENCES
• HTTP://WWW.WATERANDMEGACITIES.ORG/BOTTLED-WATER-A-RAPIDLY-GROWING-MARKET-IN-INDIA/
• HTTP://WWW.INDIAENVIRONMENTPORTAL.ORG.IN/CATEGORY/309/THESAURUS/BOTTLED-WATER-INDUS
• HTTP://WWW.COMPANIESANDMARKETS.COM/NEWS/FOOD-AND-DRINK/INDIAN-BOTTLED-
WATER-MARKET-LED-BY-PARLE-BISLERI-WITH-A-33-SHARE/NI7763
• HTTP://MARKETRESEARCH.COM/BOTTLED-WATER-INDUSTRY-IN-INDIA(2007-2015)
• HTTP://WWW.COMPANIESANDMARKETS.COM/NEWS/FOOD-AND-DRINK/INDIAN-BOTTLED-
WATER-MARKET-LED-BY-PARLE-BISLERI-WITH-A-33-SHARE/NI7763
• HTTP://EN.WIKIPEDIA.ORG/WIKI/BISLERI
• HTTPS://WWW.ACADEMIA.EDU/
• HTTP://WWW.RESEARCHANDMARKETS.COM/REPORTS/64208/BOTTLED_WATER_IN_INDIA.PDF
• HTTP://WWW.REDIFF.COM/MONEY/2005/JUN/10SPEC.HTM

35. THANK
YOU