Case Study Of Bisleri

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Industry Overview: In India, the tradition of serving the packaged drinking water goes back to 1965. There were two prominent categories of bottled water. They were Packaged Natural Mineral water and Packaged Drinking Water. This market of bottled water has emerged as rapidly growing and competitive markets throughout the world. The major target segments for this industry are touring and travelling markets. Apart from it, they also target higher income bracket group in the urban areas. One of the various reasons that lead to the growth of this industry is shortage of pure and safe drinking water in the cities. In industrial countries, consumers prefer bottled water for taste and convenience while in developing countries, unsafe water supply …show more content…

The mineral variant contains minerals such as magnesium sulphate and potassium carbonate and both of them are essential for healthy living. Over the years, Bisleri has acquired the title of market leader in the segment of bottled water. Its rigorous Research and Development along with the strict quality control procedures played a major role in Bisleri’s success. Also severe hygiene conditions are maintained within their plants considering the health issues attached with their product. The water first passes through the multiple stages of purification, which is further ozonized then finally it becomes ready for …show more content…

Their PASSION to constantly move from ‘customer satisfaction’ to ‘customer delight’ helps it in becoming the LEADER. Principles like CO-OPERATION, TRANSPARENCY and INTEGRITY further foster its growth. Identification of the problem: Shortage of pure water in metropolitan cities and rapidly developing new industrial hubs like Noida has created a huge market for packaged drinking water. With market growing at CAGR of 15% for last 3 years the net worth of packaged water market in India is approx USD1.5 billion. The market is expected to reach CAGR of 22% by Fy 2018 that is a market of worth USD2.7 billion. Unfortunately Bisleri, one of the oldest and largest manufacturers of packaged water is not able to tap the potential of this growing market. With new brands like Kinley gaining market share, Bisleri is losing its ground. The strategy used by Bisleri should aim at maintaining its brand value and customer loyalty. However, a number of things are pulling Bisleri down. All packaged water tastes the same so, Indian customers generally do not pay attention to brand they are buying. With no distinction between Bisleri and other brands customer loyalty seems a difficult task. Also illegal brands with same name but very poor quality product are also affecting Bisleri's market

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