productlifecycle-121016010058-phpapp01.ppt

Project Name: Product Life Cycle of Bisleri

Group No : 4

Batch No : 25

• The stages through which individual products develop over time is commonly known as the Product Life Cycle.

• The Product Life Cycle is an attempt to recognize distinct stages in thee sales history of the product.

THE PRODUCT LIFE CYCLE

• Introduction :

The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. Limited numbers of product are available in few channels of distribution.

• Growth :

Competitors are attracted into the market with very similar offerings. Products become more profitable and companies form alliances. Advertising spend is high and focuses upon building brand.

DIFFERENT STAGES OF PLC

• Maturity :

Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a decreasing rate and then stabilize.

• Decline :

At this point there is a downturn in the market. For example more innovative products are introduced or consumer tastes have changed. There is intense price-cutting and many more products are withdrawn from the market.

DIFFERENT STAGES OF PLC

PRODUCT LIFE CYCLE

SALES

introduction

maturity

decline

growth

TIME

GLIMPSE OF BISLERI

Founded : 1965.

Headquarters : Andheri (E), Mumbai.

Key People : Felice Bisleri (Founder) Ramesh J. Chauhan

(Chairman - Bisleri International Pvt. Ltd.).

Products : Bottled Water.

Parent Company : Parle Bisleri Ltd.

• In 1965 Bisleri introduced in Mumbai in two varieties i.e. bubbly and still.

• In 1969 Parle buys Bisleri bottled water from an Italian company, Felice Bisleri it was bottled in glass bottle then.

• Bisleri is proud to have pioneered the concept of ‘bottled water’ in India.

INTRODUCTION OF BISLERI

GROWTH OF BISLERI

GROWTH OF BISLERI

• Bisleri has undergone significant expansion in their operations. The company has witnessed an exponential growth with their turnover multiplying more than twenty times in a short span of 10 years.

• The Average growth rate over this period has been around 40% with Bisleri enjoying more than 60% of the market share in the organized mineral water segment.

• The overwhelming popularity of 'Bisleri' and the fact that they were the pioneers of the bottled water industry in India has made them synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri.

GROWTH OF BISLERIEarly 1980’s : It shifts to PVC (poly vinyl chloride) bottle.

Mid 1980’s: Switches to PET bottles, which meant more transparency and life of water.

In 1991 : Introduces 20ltrs container to bring the price down from 10 per/ltr to 2rs per/ltr for home and office economical pack.

In 1995 : Bisleri launches a 500ml bottle and sales shoots up.

In 2000: Launches ‘BADA BISLERI’ a 1.2ltrs pack of 12rs.

In 2005 : Bisleri launches its break away seal, fear factor and play safe campaigns which establishes its purity and safety.

In 2006: Bisleri changes its design and packaging from blue to green, differentiating itself from the competition.

In 2010: Launches a limited edition of celebration and celebrate cricket labels in 250ml and 500ml packs. Also launched Vedica-natural mountain water from the Himalayas.

GROWTH OF BISLERI

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• Bisleri Knowing the increasing competition, realized that it had to reposition itself, to arrest it decline market share.

• They changed their Earlier image was “PURE AND SAFE” to “THE SWEET TASTE OF PURITY”.

• They launched a PLAY SAFE ad campaign.

• Company try to add a fun element for the rejuvenation for its BADA BISLERI Brand.

• They change there color from “Blue” to “Green” differentiating itself from the competition.

ADVERTISEMENT • Late 1990’s.

• Ad campaign brand image - 'There is just one Bisleri’.

• Print-and-TV campaign - “Pure and Safe."

• Safety feature - tamper proof seals.

• Weakness of conventionally sealed bottles -"breakaway" seal.

• From 2000.

• Play Safe ad campaign to make its brand stand apart

Targeted the youth and hoped to convey a social

message.

• Shift in positioning from "pure and safe" to "play safe“.

• "Our observation is that people consume mineral

water not for the minerals, but for safety. Hence the

word "safe" is critical."

- Mr. Chauhan CEO of Parle Bisleri Ltd

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The overwhelming popularity of 'Bisleri' and the fact that they were the pioneers of the bottled water industry in India has made them synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri‘.

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MARKET SEGMENTATION

• Market Segmentation :

Market Segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product needs and it pertains to the division of market consumers into person with similar needs and wants.

MARKET SEGMENTATION

Brand PackagingPrice (in Rs) per bottle

Bisleri

250ml 3

500 ml 5

1 litre 10

1.2 litres 12

2 litres 20

5 litres 30

20 litres 75

Aquafina

500 ml 8

1 litre 12

Kinley

500 ml 5

1 litre 12

20 litres 75

MARKET STRATEGIES

• Market Strategies :

Market Strategy is the process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales.

MARKET STRATEGIES

In Marketing Strategy Bisleri used various type of packing option to targeted customer.

• With 500ml pack Bisleri targeted teenagers, college

students and roadside consumers. Also aimed to supply

to the Indian Railways.

• With 1ltr pack Bisleri targeted general consumers and

travelers.

• With 1.2ltr pack Bisleri targeted the consumers

demanding a little more water at just a little more price.

MARKET STRATEGIES

• With 2ltr pack Bisleri targeted Small offices, shopkeepers

and households.

• With 5ltr pack Bisleri targeted Households, Institutes,

offices, retail shops, showrooms.

• With 5ltr pack Bisleri targeted households, institutes,

offices, schools and college.

• Bisleri also provides 150ml cups - for Indian Airlines

travelers, and 300ml cups - for marriages and parties.

COMPETITORS

• Brand : Kinley.

• Company : Hindustan coca cola beverages Private

limited.

• Product : Packaged drinking water.

• Targeted Market : Health conscious people.

• Trade Promotion : Effective TV ads

(Boond Boond Mein Vishwas).

• Weakness : Not able to penetrate in interior area since

they have not appointed distributors in most of area.

COMPETITORS

• Brand : Aquafina.

• Company : Pepsico India Limited.

• Product : Packaged drinking water.

• Targeted Market : Health conscious people.

• Trade Promotion : Banking on parent Co.

• Weakness : It seems that many time product is not

available.

THANK Y

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