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REYA REJI

ROLL #. 731

BRAND MANAGEMENT

ASSIGNMENT I

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Bottled Water Industry(India)

The overall packaged bottled water in India is estimated totouch the Rs 10,000 croremark in the 2012-13 fiscal, growingat a compound annual growth rate (CAGR) of 19%, says a newreport by IkonMarketing Consultants. Presently, this market is

estimated at Rs 8,000 crore, and could touch Rs15,000 croreby 2015, the report adds. While Bisleri continues as the topbrand with a 36% share among national players, Coca-Cola'sKinley follows with 25% share, followed by Aquafina at 15%.Other smaller brands include Parle Agro's Bailley, Kingfisher

and McDowells No. 1, according to the report. The globalbottled water market, which saw an increase of 40-45% overthe past five years, is currently valued at close to US$ 85-90billion, the report adds.

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Bisleri-Facts

A brand that pioneered the concept of mineral water, bottled

with its distinct green label, Bisleri, today, is a household

name. Powered by 17 owned plants, 33 co-packers, 11

franchisees and a wide distribution and retail network pan

India, Bisleri is at the centre of the Aqua Green Revolution.

A brand that aims to create an India in which every person has

uninterrupted access to scientifically purified and fortified

drinking water, irrespective of geographical barriers or

economic limitations. The brand name Bisleri is so popular in India that it is used

as a generic name for bottled water.

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Bisleri- Business Statistics

Bisleri holds 40 per cent of the market share and is the market

leader. Kinley and Aquafina are fast catching up, with Kinley

holding 20-25 per cent of the market and Aquafina

approximately 10 per cent. The rest, including the smaller

players, have 20-25 % of the market share.

Bisleri can be considered to be in the growing stage of its life

cycle as since its inception, the brand has continuously been

trying to go along with the changing times and implement allthe right changes, whether in terms of positioning, packaging,

expanding or simply increasing consumer reach.

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Bisleri- Target Profile

Geographical

For a product like mineral water, there are hardly any geographical limits. It

can be present at all locations such as:

Residential Areas

Business Areas

Commercial Areas- malls, dine outs, multiplexes etc

Tourist Destinations

High Temperate AreasEducational Hubs

Recreational Locations

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Bisleri- Six Wants & Variables

Functional --------Package/Form

It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5

litre, 2 litre, 5 litre, and 20 litre.

Value--------Pricing

250ml- Rs.3 500ml- Rs.5 1ltr-Rs.10 1.2ltr-Rs.12 2ltr-Rs.20 5ltr-Rs.30

20ltr-Rs.75

A brand that is known to provide value for money.

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Bisleri- Six Wants & Variables

Self-Image-------Advertising & Communication

Tagline: The Sweet Taste of Purity

Ad Campaigns: Play Safe

Bada Bisleri

There is just one Bisleri

Pure and Safe

Advertised safety feature- Tamper proof seals.

Color change from blue to aqua green to differentiate from competition.

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Bisleri- Six Wants & Variables

Availability-----Distribution

Intensive Distribution:

-Increasing bottling units

-Large transport vehicle fleet

-Retail Outlets

-Large availability with Retailers

-Large availability with Wholesalers

Service-----

Service Centers/Customer Service Risk Avoidable-----Guarantee/Purity seal

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Kinley(Immediate Rival)

Kinleyis a brand of still or carbonated water owned by The

Coca-Cola Company and sold in many

large European and Asian countries.

It is one of the high quality drinking water brands in India.

Kinley water comes with the assurance of safety from The

Coca-Cola Company. Introduced with reverseosmosis along

with the latest technology to ensure purity of the product.

Kinley believes that right to pure, safe drinking water is

fundamental.

Kinley is Bislerisimmediate rival and holds about 25 percent

of the market share.

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Kinley- Target Profile

GeographicResidential Areas

Business Areas

Commercial Areas- malls, dine outs, multiplexes etc

Tourist DestinationsHigh Temperate Areas

Educational Hubs

Recreational Locations

Demographic

Gender: All

Age: No Limits

Socio-Economic Class: Mostly middle income earners and above.

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Kinley- Target Profile

Psychographic

Health and purity conscious people.

Behavioral

Very particular about the quality and safety of water and dont mind paying a

little higher if needed.

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Kinley- Promotional Difference

Ad Campaign: Boondh Boondh mein Vishwaas

USP: Reverse Osmosis process of purification

Price Range: Almost neck to neck with Bisleri but might beslightly higher.