Download - Ab Competitor Analysis
-
8/2/2019 Ab Competitor Analysis
1/23
Click to edit Master subtitle style
3/24/12
CompetitorAnalysisBottled Water Industry
-
8/2/2019 Ab Competitor Analysis
2/23
3/24/12
Agenda
-
8/2/2019 Ab Competitor Analysis
3/23
3/24/12
Introduction
As a new entrant to the bottled water industry weidentified some bigwigs of the industry which couldprovide healthy competition to us and those are
Bisleri
Aquafina
Kinley
Manikchand Oxyrich
We have done the analysis by considering Bislerias our main competitor.
-
8/2/2019 Ab Competitor Analysis
4/23
Click to edit Master subtitle style
3/24/12
a
nCompetitor
Bisleri
-
8/2/2019 Ab Competitor Analysis
5/23
3/24/12
History
Bisleri came to India in year 1965 with head
quarters in Mumbai.
It opened first plant in Mumbai in year 1967 In 1969 it was brought by Parle exports.
Before1980 Bisleri was mainly using glass bottle
but later on they started using PVC packing in
mid 1980.
In year1995 introduce 500ml bottle
-
8/2/2019 Ab Competitor Analysis
6/23
3/24/12
Changed Packaging Color
-
8/2/2019 Ab Competitor Analysis
7/23
3/24/12
Launched Vedica- NaturalMountain Water
-
8/2/2019 Ab Competitor Analysis
8/23
3/24/12
Mission: To provide every Indian access to
scientifically purified and fortifieddrinking water that is readily availableand easily affordable; and to supportinitiatives that rejuvenate the Earth's
natural sources of pristine drinking water.Vision:
An India in which everyperson has uninterruptedaccess to scientificallypurified and fortifieddrinking water, irrespectiveof geographical barriers oreconomic limitations.
-
8/2/2019 Ab Competitor Analysis
9/23
3/24/12
Future goals
Stated Financial goal is 30-35% growth
Parle Bisleri is slowly phasing out its premiumbrand Natural Mountain Water and will launch a
new product Bisleri Vedica, which will havemedicinal properties.
Parle Bisleri Private Limited is set to launch afruit juice brand Alfa in five to six flavours, in
the course of the next one year with an investmentof Rs 100 crore.
Bisleri had drawn up an aggressive expansionplan for eastern India and appointed Orient
Beverages Limited as its sole franchisee for WestBengal, Jharkhand and Orissa.
-
8/2/2019 Ab Competitor Analysis
10/23
3/24/12
Future goals
In future the thrust areas of the company wouldbe direct home delivery for safer delivery andprevention of counterfeiting.
In future Bisleri would invest Rs 6 crore indeveloping and introducing coloured capswhich would be difficult to replicate for the 20 litrewater units.
It had also planned to invest Rs 10 crore infilling and capping facilities and upgradeproduction facility from 4500 bottles per minuteto 6000 bottles per minute in the next 18 months.
Leadership:Everything is done in consultation ofMr Ramesh Chouhan, CMD Bisleri Ltd. ; Of the
-
8/2/2019 Ab Competitor Analysis
11/23
3/24/12
Star
Modest cash flow
Question Mark
Large negativecash flow
Cash CowLarge positivecash flow
DogModest cash flow
Growth
Relative market share
High
Low
High Low
PORTFOLIOANALYSIS
-
8/2/2019 Ab Competitor Analysis
12/23
3/24/12
Assumptions
-
8/2/2019 Ab Competitor Analysis
13/23
3/24/12
Competitors belief about its relativeposition -
Considers itself as Market leader.
Competitor s historical or emotionalidentification with particular products
Packaged water has got a very strongemotional identification at Bisleri.
There are no cultural and regional
-
8/2/2019 Ab Competitor Analysis
14/23
3/24/12
Competitors belief about future demand andabout industry trends-
Bisleri is quite confident of growing demand and as
well as of industry growth which is evident from MrRamesh Chouhans interview to CNBC recently inwhich he said Water is the safest to bet on afterwhich he also said bisleri aiming for 35 to 40 %growth.
Try to Remain on same price .
Distribution network .
Joint venture.
Acquire small players .
-
8/2/2019 Ab Competitor Analysis
15/23
3/24/12
CAPABILITIES
-
8/2/2019 Ab Competitor Analysis
16/23
3/24/12
Core capabilities Product, Brand, Distributionnetwork
Ability to grow Very bright
Quick response capability- Weak Ability to adapt changes- Weak
Staying power Strong (emotional, growing
market) Our Unique Selling Proposition (USP) is the Break
away seal. Also, our double ozonisation process isa major USP
-
8/2/2019 Ab Competitor Analysis
17/23
3/24/12
STRENGTH:
Extensive Range ofProducts
Patented Tamper ProofSeal
Strong Brand Image
High Quality Standard Increased Popularity
Distribution Channels
Experienced Leadership
WEAKNESS:
Unable to fulfillcustomer demand
Reuse of bottle byillegal manufacturers
Faults in Production
-
8/2/2019 Ab Competitor Analysis
18/23
3/24/12
CURRENTstrategy
-
8/2/2019 Ab Competitor Analysis
19/23
3/24/12
CURRENT STRATEGY
Aggressive market penetration strategy which is adual distribution plan - penetrating newer markets- including townships and rural India (includingsmaller and interior markets) and aggressively
looking at entering newer territories andincreasing shelf presence in the metros andexisting markets.
They plan to set up 25 new bottling plants across
India in the next two years, and this will be a panIndia coverage namely in the states likeMaharashtra, Kerala, Jammu & Kashmir, HimachalPradesh, Tamil Nadu, Karnataka, UP, Orissa,
Jharkhand, and North Bengal states. They are alsosetting up channels for 20L jars in order to fill
-
8/2/2019 Ab Competitor Analysis
20/23
3/24/12
CURRENT STRATEGYcontd..
Maintaining social responsibility by recycling usedPET bottles with the help of rag pickers.
Promoting social initiatives such as rain waterharvesting.
Bisleri Kinley Aquafina
Market Share 38% 21% 14%
ManufacturingCost
10 12.25 8
Selling Price 12 15 10
Profit Margin 2 1.75 2.75 2
-
8/2/2019 Ab Competitor Analysis
21/23
3/24/12
COMPETITOR RESPONSEPROFILE Bisleri is satisfied with the current position as it is
still enjoying the largest market share.
Likely Moves / Strategy Shifts include Expansion &Diversification.
Vulnerability- Its strength i.e., the distributionnetwork is a vulnerable area, given right schemesand margin the same distributors can work forrival company simultaneously.
Greatest & Most effective retaliation by Bisleri willbe provoked by a National Level Marketingcampaign by other market players or CostDifferentiation.
-
8/2/2019 Ab Competitor Analysis
22/23
3/24/12
Bibliography
Bisleris Chauhan sees big business in small packs.Retrieved on 3rd April 2010 from
http://www.financialexpress.com/printer/news/151843/
Bottled water of India. Retrieved on 3rd April 2010from
http://www.finewaters.com/Bottled_Water/India/index.a
Bottled water- India. (2009) Country sectorbriefing: Euromonitor International.
Commitment. Retrieved on 3rd April 2010 from
http://www.financialexpress.com/printer/news/151843/http://www.finewaters.com/Bottled_Water/India/index.asphttp://www.finewaters.com/Bottled_Water/India/index.asphttp://www.financialexpress.com/printer/news/151843/ -
8/2/2019 Ab Competitor Analysis
23/23
3/24/12
Group-4
Thank
AshishVarma
BharatSharma
Deepshikha
Ishita
Competitive
Analysis :Bottled WaterIndustry