SUBMITTED TO : Prof Inamdar 

• SUBMITTED BY 

Kunal Ailani 02

Nadeem Ansari 04

Faiz Sayed 08

Tausif Khan 22

Sagar Lawate 28

Shahbaz Temkar 55

BES’s IMSR

MARKET STRATEGIC ANALYSIS OF BISLERI

INTRODUCTION

• The bottled water sector in India is the fastest growing sector and the total market size is around Rs 2000 crores

• The bottled water industry is growing @ 40 per cent. "By 2010, it will reach Rs 4,000 - 5,000 crore

• Players in the market Parle BISLERI, Kinley, Aquafina, Oxyrich and Bailley

• Growth rate for bottled water is expected to increase

BACKGROUND OF COMPANY

• BISLERI was emanates from Italy.

• In the year 1967, BISLERI established its plant in Mumbai.

• Bisleri has captured a huge percent of share in Indian market.

• The Indian consumer today enjoys the sweet and pure taste of Bisleri mineral water.

• BISLERI has 60% of market share.

PESTEL ANALYSIS

• Political

There are various political parties protesting against the pricing of mineral water.

There is stable government at the centre with liberal policies.

The government has imposed price ceiling on bottled water.

Economical

There is an increase in per capita income.

Most of the people are from middle and upper middle class.

Expansion of multinationals, IT and BPO companies in Tier 1 and 2 cities.

There is no licensing policy adopted in this sector.

There is availability of cheap labor.

The government is promoting new bottling plants through public-private partnership.

Social

Bottled water was earlier considered as a status symbol.

Bottled water is now the only source of pure drinking water in areas where there is scarcity of water.

The bottled water is considered to be safe as compared to ordinary tap water.

There in increase in health consciousness of people.

Technological

The bundling of technologies like distillation, reverse osmosis, activated carbon filter, etc helps in better quality of water.

There has been a shift in packaging from bottles made of glass to bottles made of PET. This helps in recycling and reducing environmental pollution.

Legal

Governed by PFA and BIS standard.

BIS has provided standards for mineral and drinking water. The BIS approval was made mandatory from 1999.

Mineral water should be packed in clean, colorless, transparent, odorless, tamper proof bottles made up of polyethylene.

PFA and BIS lays standard for metals like lead, mercury, arsenic, aluminium and barium.

Environmental

The use of Plastic for bottled water increases environmental pollution.

The increase in consumption of bottled water causes depletion of valuable fossil fuels.

CONCLUSION

• The base of BISLERI water is very strong in the Indian market.

• It is found that its weakness lies in the production.

• The company has a lot of opportunity which can be exploited in the future which will give the company a profit, proper utilization of opportunities will be a key to survive in the market.

• But with more and more competitors entering the market, there are also various threat to company.

PORTERS FIVE FORCES ANALYSIS

• Threat of entry

• Bargaining power of suppliers

• Bargaining power of buyer

• Substitute product

• Rivalry

PORTERS FIVE FORCES

SWOT ANALYSIS OF BISLERI

• Strength

Extensive range of products. Strong brand image. High quality standard. Marketing. Increasing popularity. Distribution channels. The safety seal. Trust for brand. Large range of products.

Weaknesses Reusable bottles.

Errors in production.

Government pressure.

Unable to fulfill the demand of the customer.

Method adopted for distribution.

Faults in production.

Opportunity Field growing at rapid pace

Effective utilization of distribution chain

Expansion in Europe

Introduction of premium pack

Alteration of image

 Increasing production

Threats Entry of big players

Entry of new players

Water filter manufacturing companies

Unauthorized manufacturers

New Government policy

Strong distribution channel of the other manufacturers

Core Competency

• The brand itself is the core competency of BISLERI• As people think of the mineral water BISLERI is

the first name which came into their mind• BISLERI is safe and pure• BISLERI has a market share of 60%• BISLERI also focused itself to increase the

awareness of the brand through advertising and fulfilling customer’s minimum requirements by giving them pure and safe mineral water to drink

Cont.

• BISLERI keeps on advertising again and again that it works on safe and pure form of bottled water, which shows its complementary resources and competencies

• The packaging was done in such a way that the customers can easily view the sparkling clear water inside the bottle

• It started reinventing and focusing on its distribution network which also plays its major core competency

Thank You