Bisleri Company Profile

Bisleri Company composeAccording to a account dictation by Ikon, a commercializeing consulting union, the lotaged peeing industry is estimated at Rs.8000 crore currently and is expected to touch Rs.10000 crore by the end of the fiscal 2012-13. It whitethorn excessively touch the Rs.1 cholecalciferol0 crore mark by 2015, according to the report. The industry has seen a compound annual growth rate of nigh 19%. Parles Bisleri has the highest commercialize care of almost 36%, followed by Coca-colas Kinley which has a trade share of about 25% , followed by Aquafina which has a market share of about 15%. Indias percapita consumption is about 30 liters which is less than the global norm of 40 cubic decimeters. In India, South India tops the consumption followed by westerly India which is the home for both the major national packaged peeing filths. In the indispensable piddle category, which is a niche division where the scar Himalayan irrigate has been a draw has now entered into the Indian market, after world overtaken by the Tata group.Company Profile of Bisleri narrative (1)Bisleri was originally an Italian company created Felice Bisleri, who freshman brought the idea of sell bottled weewee in India. Bisleri then was introduced inMumbaiin glass bottles in two varieties bubbly still in 1965. Parlebought over Bisleri (India) Ltd. in 1969 and started bottling piss in glass bottles under the chump name Bisleri. Later Parle switched over to PVC non-returnable bottles finally advanced to favorite containers. In 1995 Ramesh J. Chauhan started combusting Bisleri operations. In two hundred3 Bisleri announced its venture to Europe. All shares are held by Mr Ramesh J Chauhan and his family.The brand name Bisleri is so popular in India that it is use as a generic wine namefor bottled pee.According to the companys website, Bisleri invests 10 milion cubic decimetres of rain down irrigate every year. More than just an initiative its a come about reflection of Bisleris outlook to life, whether its crops, people or profitability. As one of the worlds most trusted brands, Bisleri is tether the way in bringin about positive diverseness in our daily lives. Some initiatives involve small communities, others involve the replete(p) population, but they are both a part of the meaningful variation called the Aqua green revolution.Vision(2) According to the companys website the vision of Bisleri is The Aqua potassium Revolution began with an ambitious dream An India in which every person has unvarying access to scientifically purified and fortified drinking water, irrespective of geographical barriers or economic limitations. growthBesides mineral water, Bisleri excessively produces Bisleri Soda and Bisleri Vedica subjective Spring water. The polish exercise of Bisleri mineral water involves a six-stage purification process.In the first stage, the ground water is ozonized to destroy the virus and bacteria. The nigh step involves purification by sand filter which removes coarse particles up to 30 microns in size. A carbon filter is then utilise to remove color and odor, followed by Reverse Osmosis to filter harmful minerals and salts. The undermentioned step involves fortification of water with minerals. Finally the water is ozonized once to a greater extent to ensure zero-contamination during packaging and storing. Bisleri with added minerals is available in 250 ml, 500 ml, 1 liter and 2 litre bottles and 5 litre, 15 litre and 20 litre jars.PriceProduct No.of Bottles in case MRP/Case250 ml 24 144500 ml 20 cc1 litre 12 1802 litre 9 2255 litre 1 3515 litre 1 6020 litre 1 80Promotion Bisleri is promoted through TV and padded touch media in-your-facely. Every opportunity to interact with the customer is utilize to promote the product. For example, all the vehicles used for supply are painted in green, bearing the BISLERI logo and slogans homogeneous Drink and Drive. In 2008, competin g with the other brands in the mountain water category, the brand adopted a tv commercial that reflected spirituality, carrying the tagline The sweet prove of purity. The company has also started a new campaign called Stay protected which is an extension of their own earlier Play Safe and the television commercial concentrated a bit more than on the protection aspect. dispersionBisleri currently has 25 bottling units and about 5000 vehicles for statistical distribution. Throughout the awkward, Bisleri has about 3,50,000 retail outlets. Manu pointuring operations are done in 18 places in India. For the 20 litre jar, the company has introduced a home delivery system which is done by a specialized distribution system. Bisleri distributes in 3 phases Direct distribution through roadwaysThrough Local distributors to retail outlets.Home delivery with the up deal of small depots inside cities.Company Profile of Aquafina HistoryAquafina is a bottled water brand owned by PepsiCo. Aqua fina was first launched in Wichita, Kansas, USA in 1994. It started distributing nationally throughout America by 1997. It started operating in India from 1999 starting signal from the city of Bombay and nationally throughout India in 2000. As of the year 2007, it became Americas biggest selling bottled water brand by sales volume.Product Aquafina adopts a process called Hydro-7 process which is a seven stage purification process. The water is originated from the universal sources and it undergoes reverse osmosis followed by underground and ozone sterilization. It removes impurities like chlorides, salts and other substances that affect the amnionic fluid taste.Aquafina also claims that its bottles are 100% recyclable. Aquafina also meets the stringent national and planetary standards set by the World Health Organization (WHO) and the Bureau of Indian Standards (BIS).In addition to bottled drinking water, Aquafina also has a range of contrasting products like Aquafinaflavorsplas h which is flavored drinking water, Aquafina reflect which is carbonated water. However the production of Aquafina Sparkling was discontinued in 2010 in the US. Health conscious products like Aquafina viable and Aquafinaplus+ are also produced by Aquafina which are low calorie and vitamin deepen products.Price Product Price(INR)300 ml 5500 ml 81 litre 122 litres 2525 litres 260Promotion Aquafina has started advertising in a new way by launching What a body campaign. It helped the brand reach out to antithetical market segments. Through Aquafina, Pepsico has started water conservation initiatives and creating awareness about Pepsicos efforts to keep abreast water. Aquafina promoted the brand through tv commercials, by using catchy slogans like Purest part of you. It also entered into tie-ups with the Railways and other public places like Departmental stores, Multiplexes and so forth thereby promoting the brand aggressively.Distribution Throughout India, Aquafina has about 19 bottling whole caboodles. Aquafina bottled water is available in all the parts of the country with about more(prenominal) than half a million outlets selling the brand.Company profile of KinleyHistory Cocac-cola introduced Kinley into the bottled water market in August 2000.Bisleri, which was al reach a leader in the market of purified mineral water, had a market share of greater than 60% and the term Bisleri was cosmos used as a generic term for mineral water. Kinley established around 20 water plants throughout the country and was in the process of setting up 15 more water plants within the future(a) one year.The situation at the sentence when Kinley forayed into the bottled water market can be examined with the help of 5C approach.Company Coca-Cola already enjoyed a strong brand image in the market with the likes of soft drinks like Coca-Cola, Limca, Thums up etc. It also had strong supply and distribution channels.Competition Coca-Colas major competitor at the time of its e ntry into the bottled water market was Parle. With a growth rate of about 40% for 10 years, Parles Bisleri earned the faith and the loyalty of the customers in provide proficient and sodding(a) drinking water.Category At the time of starting its operations, three categories were much popular in the bottled water market. Pouches were popular in rural areas because of their prospering availability and also the charge concerns. The bottles of 500 ml to 1 litre were being sold in all kinds of retail outlets. There was also a huge demand for bulk quantities ( of about 20 litres ) in the households as well as the corporate.Context Because of the scarcity of water in most parts of the country and also the increasing health instinct among the people of India, the number of people moving towards mineral water is increasing. collaborationism Since Coca-Cola has a well managed distribution system, it collaborated with restaurants, supermarkets etc. and distributing its products crosswise a physical body of retail outlets.Under these circumstances, Coca-Cola launched Kinley, first across a variety of Confederate metros and later it spread to all other places nationally.Positioning The brand Coca-Cola already enjoyed a trustworthy position in the Indian market and it also had an efficient distribution system. Under the initiative of Boondh Boondh mein Vishwas it portrayed itself as a brand of trust and purity. The company stood on the belief that The right to pure, safe drinking water is fundamental.Product In 2000, 500 ml pack was launched. This was followed by 1 litre, 1.5 litre, 2 litres, 5 litres, 20 litres and 25 litres by 2002. Targeting parties and special occasions, Kinley introduced 200 ml cups. Also, the 200 ml pouches were available to provide the needs of the rural areas where price is an important concern. Reverse osmosis and latest engineering is used in the purification of water. The company also started easy to hold bottles in 2008.Price Product Pri ce200 ml (pouch) Re.1200 ml (water cup) Rs.3500 ml Rs.5 (in Delhi)Rs.8 (Rest of India)1 litre Rs.10Place Kinley was first available in the Southern Metros and then the company started distributing them nationally. The 200 ml water cups were made available in Chennai and Gujarat before introducing them across the country. The 200 ml pouches were first tested in selected areas of Gujarat before marketing them across India.Promotion Kinley launched the campaign Boondh Boodh mein vishwas. In the language of Coca-Cola, Kinley brand personifies trust which is a key attribute in the packaged drinking water segment. Our product attribute matched with the brand positioning is a key reason that the brand has done so well in market despite aggressive and low price competitors. Kinley started a new campaign Vishwas Karo in 2009.Kinley sire Bisleri in 2002 in retail segment ( 500 ml to 2 litres) where Bisleri continued to be the leader for about two decades. It held a market share of about 35 .1% while Bisleri held the second position with a market share of about 34.4%. Currently, while Bisleri enjoys to be the number one brand in both retail and bulk markets, Kinley holds the second position.Company Profile of Himalayan bottled waterHistory In 2008, Tata took over Himalayan bottled water, a product of Mount Everest mineral Water to cater to the needs of urban and health conscious market. The company maintains that the water is unprocessed and untouched and is cracking away packed from the natural resource. In the words of the CEO, Pradeep Poddar of Mount Everest Mineral water, The launch would be our first transformative step in actualizing our vision of creating next generation beverages with water on the platform of wellness, starting with natural mineral water. In future, we would be straddling the entire consumer pyramid with breakthrough, functional and nutritionally compound offerings, making this an exhilarating journey in our quest to make water truly the eli xir of life.Strategic PlanningThe TATA group forayed into the mineral water industry by acquiring a stake of about 32 percent in Mount Everest Mineral Water which is actually a good move as they got hold of a brand thats already existing in the market and by getting hold of such a colossal stake, it gets control of majority of the decision making processes of the company. Himalayan is internationally accredited by the US FDA, the European Union, the health ministries of japan and France. It is a ISO 90012000 company that is the only Indian brand of mineral water that is internationally accepted.Segmentation Based on the type of bottled water, this category is segment into 1. graphic Mineral Water directly packaged from the source and unprocessed and 2.Ordinary Mineral Water this segment involves treatment with chemicals before packaging. TATA is the leader in the Natural mineral water category. Before acquisition bey TATA, the Himalayan water used to cater to the institutional and the international customers.Targeting The target for Himalayan water include the following segments Institutional customers and the customers entrusting to pay a premium. The institutional customers include multiplexes, restaurants, airlines, corporate companies etc. The other segment includes those people who are ready to pay a appeal higher than the others. The company mainly targeted those who will be ready to pay Rs.25 for a bottle of water.Positioning With TATA taking over the brand, Himalayan mineral water got a boost in India as TATA is a trusted brand. The television commercials in the ads used the statement Go back to the nature untouched, unprocessed pristine water from the Himalayas that took 20 years gathering natures goodness for you. With a slogan Live Natural. The USP of Himalayan mineral water is that it is unprocessed and it is packaged straight from the natural source.Product Himalayan Natural water is available in 200 ml, 500 ml, 750 ml, 1 litre, 1.5 l itres and 2 litre bottles. The bottle design was created by Rediffusion DYR , actualized by SIPA, Italy. The water is collected after it flows through clay, stones and river streams collecting different types of minerals with it for about 20 years. The company plans to introduce new variants of the product keeping in mind the different market segments.Price The 750 ml water bottles were priced at around Rs.250 for the corporate and the multiplex segments while it was Rs.18 for the retail segment. Though the price is much higher than the other mineral water products of other companies which cost around Rs.10-15, it is highly competitive when compared with its competitors in the natural water segment Eviane by Danone and Perrier by Nestle since it is priced at a rate 1/4th cheaper than the others in the premium natural water market.Place The plant is primary located in the Daula Kuan Region of Sirmour District of Himachal Pradesh. The company has plans to expand with the help of dist ributors in various parts of the country. Initially, it made use of its already existing and large distribution network of TATA tea. Himalayan water started being distributed in as many as 19500 Tata tea retail outlets as well as other retail shops through the help of the large distribution network of Tata tea. The company started distributed Himalayan water across the country in all the metro cities and also in places like Goa, Pune, cochin china which attract a fair amount of tourists. The company also entered into a joint venture with Pepsico., which is already a leading company in liquid company so as to leverage its distribution and marketing, thereby establishing Himalayan brand as a leader in Natural water. According to the companys website, Himalayan natural mineral waters clientele includes sumptuousness hotel chains like The Taj, The Oberoi, Marriott, InterContinental premium airlines like Jet Airways leading multiplexes such as Adlabs fine dining restaurants like Zodiac Grill, China Gate, well-disposed Dragon, Indiana Jones, and Frangipani among others.Promotion The promotional campaign was handled by Rediffusion DYR with a television commercial that had a slogan Live Natural express the USP of Himalayan Natural water. The Brand is advertised focusing on the fact that the water has been untouched or unprocessed straight from the natural source, where the water has been flowing across river streams acquiring minerals, for about 20 years. In the words of Abanti Sankaranarayanan, executive director of Mount Everest Mineral Water, The launch marks the pedigree of an exciting journey aimed at redefining the entire category of bottled water. We have a unique proposition of hydration with wellness, which will embrace all brand offerings in future. The brand communication is designed to narrate the mysticism of Himalayan to burn an intimate tone with the consumer. The packaging is contemporary and aspirational and conveys the style quotient of the new Himalayan natural mineral water,