BISLERI- “THE SWEET TASTE OF PURITY”
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BISLERI- “THE SWEET TASTE OF PURITY”
ESTABLISHMENT
Founder : Signor Felice BisleriLaunched : In 1965Headquarters: mumbaiChairperson : Mr. Ramesh ChuahanProducts : Bottled WaterParent : Parle Bisleri ltd.
Founder : Signor Felice BisleriLaunched : In 1965Headquarters: mumbaiChairperson : Mr. Ramesh ChuahanProducts : Bottled WaterParent : Parle Bisleri ltd.
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.
MARKETING MIX4 P’s of Bisleri
Product & priceSegment PricePopular• Bisleri 250ml 7.00• Bisleri 500ml 10.00• Bisleri 1 liters 15.00Bulk• Bisleri 5 liters 40.00• Bisleri 20 liters 70.00
Product & priceSegment PricePopular• Bisleri 250ml 7.00• Bisleri 500ml 10.00• Bisleri 1 liters 15.00Bulk• Bisleri 5 liters 40.00• Bisleri 20 liters 70.00
4 P’s of Bisleri
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
SWOT analysis
STRENGTHS:• Market leader holding
60% of share.• Focus on safety and
purity. WEAKNESSES:• Distribution channels.• Low Advertising.
STRENGTHS:• Market leader holding
60% of share.• Focus on safety and
purity. WEAKNESSES:• Distribution channels.• Low Advertising.
OPPURTUNITIES:• Can Easily Enter into
new Products such as energy drinks, etc. with its brand name.
THREATS:• Increasing market share
of Kinley and Aquafina.
OPPURTUNITIES:• Can Easily Enter into
new Products such as energy drinks, etc. with its brand name.
THREATS:• Increasing market share
of Kinley and Aquafina.
POSITIONING
Bisleri 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.
Bisleri 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.
Presented by: N.Manohar Gupta.
THANK YOU
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