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INTRODUCTION
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Founder Felice Bisleri
An Italian entrepreneur
In 1967 Bisleri set up a plant in Mumba i
1969 Bisleri Ltd
Bisleri was synonymous with branded water marketin early 1990 s.
Later 1990 s many international brands wereplanning to enter in mineral water market .
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M r. R am esh Ch ua han is a person who took Bisleri to new achievement .
Joined Bisleri in 1995 and expand Bislerimultiplied 20 times in 10 years with an averagegrowth of 40% .
Believes in integrity , leadership , teamwork, co-operation, quality, passion, openness andtransparency .
MR. RAMESH CHUAHAN
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INTRODUCTION OF
PACKED WATER
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O ne of the fastest growing, competitive
industries in India.
Market comprises of two segments:
P ack ag ed dri nki ng wat er :- W ater from anysources which is treated for consumption
N atu r a l M i ner a l wat er :- D rawn from anatural underground source
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M ANUFACTURINGPROCESS
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PRODUCT M IX
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V edicaHIMA LYA, NE V IAN, VO LV IC
Mountain water Mineral water
20L , 5L, 2L,1.5L,1L,500ml,250ml bottles,250ml cups
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PACKAGING
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Bottles are fed by an a ir co nveyor from the blowi ng un i t directly into the in-feed of the RFC . Bisleri RFC equ ipment is neck run and it boasts of a mono block unit,which means that every bottle is held by the n
eck automatically while being i nver t ed, ri nsed an d spr ayed with ozonat ed w at er at 2 B ar press ure . After draining, thebottles are re-inverted and transferred to the filler . At the
filler these bottles are straightened up and gradually lifted tothe filling valves which open only when a bottle is placedunder them . Filling is then done syst emat ica lly t hro ug hg r av i t y.
Filling
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Here ozonat ed-w at er ri nsed c aps are screwed on thebottle with un ifor m t orq ue.
Bisleri water is ozonated all product contact parts areof 3 16L g r ade s ta i n less s t eel and the r ubb er p a r t s areof E PD M . (All components are water lubricated abovethe table top .)
Capp ing
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All Bisleri bottles are labeled on a ho t mel t reel feed BO PP l ab eli ng ma chi ne.
T his machine allows each individual bottles to bespaced out and fed to the labeling station whereprecisely cut labels with a strip of hot melt glue at theleadi ng an d t r a ili ng ed g e, g et rolled a ro un d t hebott le.
Labe lling
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Bottles go through an online check where qualifiedpersonnel inspect each bottle for any leaks or breakages .
Qu ality Check
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B ISLERI M ARKET
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4 P S OF B ISLERI
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Segment Price
P opul a r
Bisleri 2 50ml 3 .00Bisleri 500ml 5.00Bisleri 1.2 liters 12.00
Bulk
Bisleri 5 liters 2 5.00Bisleri 20 liters 60 .00
Prod u ct & p r ice
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Place
R estaurants & hotelsLarge shops & commercialcomplexesHomes
Promo tio n
T emper proof sealT rendy packagingLaunch new ad campaign play Safe
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M ARKETING STRATEGY
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D ecided to penetrate every possible market by introducingmore pack sizes with trendy packaging .
Launched 1.2 litre pack in 2000 at R s12 with view of replacing its 1 liter bottle .
Planned to spent margin resulting out from sale of its 1.2liter on advertising and marketing .
Launched 300ml cup targeted at marriages and convention
Introduced hexagonal flat-sleeved bottle .
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4 PILLARS
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T ar ge t m ar ke t
R estaurants & hotelsLarge shops & commercial complexes
Homes
Cus tom e r nee d
Pure & safe water Easy to carry
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Integr ated m ar ke tT rendy packaging
Ad campaign
Prof itab ility
Launched 1.2 litre pack Making Bisleri 10 billion brand
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POSITIONING
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Bisleri position their product on the purity platform
Launch an ad campaign P ure A nd S a fe
Sept 2000 shift in positioning from Pure and safe to P l aysa fe
People consume mineral water not for mineral but for safetysaid by Chauhan .
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PERCEPTUAL M AP
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bisleri 31IRREGULAR
REGULAR
ECONOMIC EXPENSIVE
Bisleri- 250ml, 500ml, 1.2lt
Bisleri- 5lt & 20lt
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SWOT ANALYSIS
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ST RENG T HS
Ma rket le ad er.
Bulk m a rket.
W EAKNESS
D istribution ch a nnels.
D ecre a se in m a rket sh a re.
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O PP UR T UN ITI ES
By 2003 water market would grow at the cost of soft drink market .
T HREA T S
Increasing market share of Kinley and Aquafina .
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FORTH-COM ING
PRODUCTS
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FLOVER DRINKING WATER
ENERGY DRINK
REFRESHMENT DRINKS
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WASTE M
ANAGE M
ENT
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PolyethyleneTerephthalate, commonly
known as PET,is a non-biodegradable plastic used to package drinking water,carbonated drinks and
juices
P e t
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Aside from trying to get rid of plastic, creating it can be costlyto the environment as well . It takes large amounts of chemical
pollutants
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M r . Cha u ha n s tep s inHe Built Up A Partnership W ith R agPickers
Announced Attractive Prices For Pet
Garbage
Commissioned Collection Centre
Purchased About 5000 Kg Every Month
Processed It And Sold It T o CompaniesLike R eliance Industries .
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B EST OUT OF WASTE
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PET waste can be recycled into
CarpetsCar PartsFabrics
Fiberfil (For Products Like Pillows And Jackets )
PET can be used for roads where the recycled plastic is
mixed with asphalt .
T he PET powder enhances the bonding ability of asphaltwhich strengthens the roads
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THANK
YOU