Bisleri Marketing Strategy – Marketing Strategy of Bisleri: The company Bisleri International Private Limited was founded in 1969. Ltd is an Indian beverage company that is well-known for its bottled water.
The company has a rich history of more than 52 years, allowing it to be able to hold a strong position in the market, despite fierce competition from home. Jayantilal Chauhan founded the Parle Group. Ramesh Chauhan is currently its Chairman and MD. The company was involved in many events, including Indi World Music Day-Hard Rock Cafe, Pinkathon, and racing Volkswagen Vento cup 2016.
Bisleri At A Glance – Marketing Strategy of Bisleri
Company : Bisleri International
CEO: Angelo George
Founder: Jayantilal Chauhan
Year founded: 5 March 1984
Headquarters: Mumbai, Maharashtra , India
Annual Revenue: US$322 million
Profit | Net income: US$42 million
Number of employees : 4,200
Products & Services: Bisleri mineral water | Bisleri soda
Competitors: Minalba | Coca-Cola Bandeirantes | Bonafont | Importaco | Aquafina | Kinley | Local or Private Water Brands
Bisleri Fun Facts: Bisleri has conquered the Indian market with a huge product collection in terms of packaged drinking water for over two decades. Today, it not only dominates the Indian market but has also reached out overseas, with its 103 plants across India and neighbouring countries.
Marketing Strategy of Bisleri
Bisleri’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Bisleri? Let us discuss.
Segmentation, Targeting, Positioning – Bisleri Marketing Strategy
It is important to determine the demographic characteristics of the market. Bisleri employs a combination of demographic as well as geographical segmentation techniques.
The company operates on different SKU’s so it uses a selective targeting strategy.
It has been positioned as a brand, based on its availability in the market via the extensive distribution network.
Bisleri Mission Statement
“The sweet taste of purity”
Bisleri Vision Statement
“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”
“Our biggest competition is our own incompetence”
Competitive Advantage – Marketing Strategy of Bisleri
The Bisleri International was bought by Jayantilal Chauhan, founder of Parle Group from Signor Felice Bisleri, an Italian Mineral Water Company founder in 1969. Since then, the brand has produced many famous brands and sold some to other companies. The company is a leader in the mineral water & beverages market thanks to its long history.
Wide market reach: The competitive advantage the brand enjoyed over other brands and counterfeit products was its availability in the market. Customers also found it easy to buy from any location, whether it be a railway station or a pops & mum store, the nearest Kirana Stores, or a stationery shop.
BCG Matrix – Bisleri Marketing Strategy
Bisleri operates in different business segments, such as Mineral Water with various SKUs (stock-keeping units), i.e. 20 Litres. 5 Liters. 2 Litre. 1 Litre. 500ml. 250ml. & Vedica.
It’s water mineral business begins in the BCG, as it is growing day by day unlike Vedica, which was launched by Bisleri in a premium segment competing against TATA’s Himalaya but has failed to succeed.
It has Bisleri Pop in carbonated drinks with four flavors – PinaColada Spyci Limonata and Fonzo. In the energy drink segment, it has Urzza brand. However, due to the present companies like Coca-cola, and Pepsi and its wide product portfolio, this business of Bisleri is not a success and it is, therefore, the Question mark in the BCG matrix.
Distribution Strategy – Marketing Strategy of Bisleri
Bisleri International employs a hub and spoke model to ensure its products are available in every corner of the country. It divides the country into four regions: North, East, and West.
The company distributes bottles in various sizes via distribution channels like resellers, retailers, wholesalers, and mom & pop stores. The distribution network of the water major reaches out to 2 million outlets across India. This is increasing year on year as the company expands its reach in remote areas.
Brand equity – Bisleri Marketing Strategy
The brand is synonymous with mineral water and has been home to many iconic brands in the beverage sector. The brand is so strong in the market that the company was able to keep its market share even without advertising for the last three years. Its annual growth rate of over 20% has also been achieved.
Over the years, it has launched a variety of media and BTL campaigns, such as Kiss to drink, Bisleri Mountain water, Play safe, and Bisleri. This has allowed the company to stay in touch with customers and increased its visibility on the market.
Competitive Analysis – Bisleri Marketing Strategy
The company has its roots in the famous brands Thums Up and Limca. It was sold to Coca-Cola over 20 years ago. Since then, it has held a strong market share in the mineral water category with 60 % (in 2012), but it fell to 40% in 2017 due to fierce competition. However, the industry is still growing at a 22% YoY rate.
The company competes against companies such as Rail Neer Aquafina and Kinley Kingfisher, Oxyrich, and many other local & counterfeit brands.
Market Analysis – Marketing Strategy of Bisleri
There is a distinct segmentation in the beverages market between mineral water and aerated drinks. Companies in this industry are affected by the growing middle class, increasing pollution, and changing eating habits.
The market is changing with a shifting consumption pattern, increased nuclear families, increased migration, and increased weekend outings.
According to Zenith International’s report, there has been a double-digit increase in Asia Market. The Asian Market’s share of the bottled waters market Asia has increased from 35% in 2011 to 40% in 2015.
Customer Analysis – Bisleri Marketing Strategy
Customers of Bisleri are organizations/institutions, retail customers, resellers, wholesalers, distributors, office campuses, institutions, banks, and clubs.
The company targets principally the large key accounts, i.e. To create a sustainable business for a long period of time.
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