Founded in 1969 the company Bisleri International Pvt. Ltd is an Indian beverages company known for its bottled water.
With more than 52 years of history since its inception, the company despite homegrown intense competition is able to have a dominant position in the industry. The Parle Group, founded by Jayantilal Chauhan, is now being lead by Ramesh Chauhan (Chairman & MD).
Table of Contents
Segmentation, targeting, positioning in the Marketing strategy of Bisleri –
In order to understand the market taste & preferences, it is essential to identify the characteristics of the population. Bisleri uses a mix of demographic and geographic segmentation strategies.
Since the company is operating based on the different SKU’s, therefore company uses selective targeting strategy.
It has positioned itself as a brand based on convenience as it is available in the market through the extensive distribution network.
Marketing mix – Here is the Marketing mix of Bisleri.
SWOT analysis – Here is the SWOT analysis of Bisleri.
Mission- “You just have to do a good job, a better job than the others, and automatically you will rise above the rest and become the best”
Vision- “Our biggest competition, is our own incompetence”
Tagline-“The sweet taste of purity”
Competitive advantage of the Marketing strategy of Bisleri –
Part of Parle Group: The Bisleri international was purchased by Parle group founder Jayantilal Chauhan from Italian Mineral Water company founder Signor Felice Bisleri in the year 1969 and since then the brand produced famous brands and sold some of it to other companies. With such long history in the mineral Water & beverages industry, company has today become a dominant player in the market.
Extensive reach in the market: The competitive advantage that the brand had over other brands or counterfeit products in the market is its availability in the market and customer finding it convenient to purchase from anywhere whether it is a railway station, pops & mom store, nearest Kirana Stores, e-commerce sites or stationeries shop.
BCG Matrix in the Marketing strategy of Bisleri –
Bisleri is operating in the business segments such as Mineral Water with different SKU’s (Stock keeping units) i.e. 20 Litres, 5 liters, 2 Litre, 1 liter, 500ml and 250 ml & Vedica as well as carbonated drinks and energy drink.
Its water mineral business starts in the BCG matrix as it is flourishing day by day, unlike Vedica which has been launched by Bisleri in premium segment competing with TATA’s Himalaya but has not been successful.
Although in carbonated drinks it has Bisleri Pop with four flavours – PinaColada, Spyci, Limonata, and Fonzo along with Bisleri Soda and in energy drink segment it has Urzza brand but due to the presence of companies like Coca-cola and Pepsi with wide product portfolio this business of Bisleri has not been successful and therefore it is Question mark in the BCG matrix.
Distribution strategy in the Marketing strategy of Bisleri –
Bisleri International uses hub & spoke model in order to make its products available to nook & corner of the country. It is operating by dividing the country into four regions North, East, West & South.
It has been distributing the bottles of varied sizes through distribution channels such as Resellers, retailers, distributors, wholesalers, and pops & mom store etc. The water major’s distribution network reach out to 2 lakh outlets across India which are increasing year on year as the company is penetrating in the remotest location of the country.
Brand equity in the Marketing strategy of Bisleri –
Synonymous with the mineral water, the brand has been the home of some of the iconic brands in the beverage segment. The brand has such as stronghold in the market that even without any advertisement for last three years the company has been able to maintain its market share and is growing at the rate of more than 20% yearly.
It has launched various media and BTL campaigns over the years such as Play safe, Bisleri the Mountain water, Kiss to drink which has helped the company in being in touch with the customers and increase visibility in the market.
Competitive analysis in the Marketing strategy of Bisleri –
The company have it roots linked to the iconic brands Thums Up, Limca, Gold Spot and Maaza which it sold to Coca-Cola more than 20 years ago has been holding strong market share in mineral water category where it has 60 % market share (In 2012) but it decreased to 40% (In 2017) due to tough competition over the years in the industry and is growing with a rate of 22% YoY basis.
The company competes with companies in the segment such as Rail Neer, Aquafina, Kinley, Kingfisher, Oxyrich, and many other counterfeit & local brands.
Market analysis of the Marketing strategy of Bisleri –
The beverages market is segregated between aerated drinks and mineral water. Growing middle class and people becoming hygiene in the daily intakes, rising pollution, changing eating habits are some of the factors affecting the companies operating in the industry.
Changing consumption pattern, increasing nuclear families, increasing migration of the customers, increasing weekend outings are reshaping the demand dynamics of the companies operating in the market.
As per the report of Zenith International, there is a double-digit growth in the Asian Market where the share of the bottled water market Asia is more than 40% in 2015, up from 35% in 2011.
Customer analysis in the Marketing strategy of Bisleri –
Customers of Bisleri are organizations/institutions, retail customers, resellers, wholesalers, distributor, office campuses, institutions, banks, clubs.
The company targets mainly the large key accounts i.e. in order to create a sustainable business over a period of time.
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