bisleri ppt
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bisleri pptTRANSCRIPT
Introduction
Founder Felice BisleriAn Italian entrepreneurIn 1967 Bisleri set up a plant in Mumbai1969 Bisleri Bisleri LtdBisleri was synonymous with branded water
market in early 1990s. later 1990s many international barnds were
planning to enter in mineral water market.
Founder Felice BisleriAn Italian entrepreneurIn 1967 Bisleri set up a plant in Mumbai1969 Bisleri Bisleri LtdBisleri was synonymous with branded water
market in early 1990s. later 1990s many international barnds were
planning to enter in mineral water market.
Market segmentation
Geographic • City - Metro cities , Cities with population
over 1 million.• Semi-urban areas - TownsDemographic• Income - Middle , Upper middle and high
income group.• Education - Literate.
Geographic • City - Metro cities , Cities with population
over 1 million.• Semi-urban areas - TownsDemographic• Income - Middle , Upper middle and high
income group.• Education - Literate.
Cont…
Psychographic• Social class - middle ,upper class , upper
upper class• Life style - outdoor & sports oriented.Behavioral• Occasions - Parties , meetings and travelling• Benefits - safe & scure.• User status - Regular user & potential user
Psychographic• Social class - middle ,upper class , upper
upper class• Life style - outdoor & sports oriented.Behavioral• Occasions - Parties , meetings and travelling• Benefits - safe & scure.• User status - Regular user & potential user
4 P’s of BisleriProduct & priceSegment PricePopular• Bisleri 250ml 3.00• Bisleri 500ml 5.00• Bisleri 1.2 liters 12.00Bulk• Bisleri 5 liters 25.00• Bisleri 20 liters 60.00
Product & priceSegment PricePopular• Bisleri 250ml 3.00• Bisleri 500ml 5.00• Bisleri 1.2 liters 12.00Bulk• Bisleri 5 liters 25.00• Bisleri 20 liters 60.00
Cont…
Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”
Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”
Market share
In 1971 market share was 70%.In 2000 market share came down to 53% due
to entry of kinley and Aquafina.In june 2001 the market share again reduce to
47%.In june 2001 Bailley , kinley & Aquafina market
share was 10% , 19% ,15%.Total market of mineral was Rs 10 billion in
2001.
In 1971 market share was 70%.In 2000 market share came down to 53% due
to entry of kinley and Aquafina.In june 2001 the market share again reduce to
47%.In june 2001 Bailley , kinley & Aquafina market
share was 10% , 19% ,15%.Total market of mineral was Rs 10 billion in
2001.
Marketing strategy
Decided to penetrate every possible market by introducing more pack sizes with trendy packaging.
Launched 1.2 litre pack in 2000 at Rs12 with view of replacing it’s 1 liter bottel.
Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.
Decided to penetrate every possible market by introducing more pack sizes with trendy packaging.
Launched 1.2 litre pack in 2000 at Rs12 with view of replacing it’s 1 liter bottel.
Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.
Cont…
Launched 300ml cup targeted at marriages and convention
Introduced hexagonal flat-sleeved bottle.
Launched 300ml cup targeted at marriages and convention
Introduced hexagonal flat-sleeved bottle.
4 Pillars
Target market-• Restaurants & hotels• Large shops & commercial complexes• HomesCustomer need-• Pure & safe water• Easy to carry
Target market-• Restaurants & hotels• Large shops & commercial complexes• HomesCustomer need-• Pure & safe water• Easy to carry
Cont…
Integrated market-• Trendy packaging• ad campaignProfitability• Launched 1.2 litre pack• Making bisleri 10 billion brand
Integrated market-• Trendy packaging• ad campaignProfitability• Launched 1.2 litre pack• Making bisleri 10 billion brand
Consumer buying behavior
Culture• Broadness and openness• Social class
Social• Status• Reference group
Culture• Broadness and openness• Social class
Social• Status• Reference group
Cont…
Person• Life style• Economic circumstances• Occupation
Psychological• Perception• Belief
Person• Life style• Economic circumstances• Occupation
Psychological• Perception• Belief
Positioning
Bislere position their product on the purity platform
Launch an ad campaign “Pure And Safe”Sept 2000 shift in positioning from “Pure and
safe to “Play safe”People consume mineral water not for
mineral but for safety said by chauhan.
Bislere position their product on the purity platform
Launch an ad campaign “Pure And Safe”Sept 2000 shift in positioning from “Pure and
safe to “Play safe”People consume mineral water not for
mineral but for safety said by chauhan.
Perceptual Map
0
bisleri 15IrregularIrregular
regularregular
economiceconomic expensiveexpensive
Bisleri- 250ml, 500ml, 1.2lt
Bisleri- 5lt & 20lt
SWOT analysis
STRENGTHS• Market leader.• Bulk market.
WEAKNESSES• Distribution channels.• Decrease in market share.
STRENGTHS• Market leader.• Bulk market.
WEAKNESSES• Distribution channels.• Decrease in market share.
Cont…
OPPURTUNITIES• By 2003 water market would grow at the cost
of soft drink market.
THREATS• Increasing market share of Kinley and
Aquafina.
OPPURTUNITIES• By 2003 water market would grow at the cost
of soft drink market.
THREATS• Increasing market share of Kinley and
Aquafina.