Bisleri Marketing Strategy 2024: A Case Study

Bisleri, a leading player in the bottled water industry in India, is continuously striving to strengthen its market position and increase its revenue. With a focus on delivering world-class quality at the lowest production and distribution cost, Bisleri has implemented a comprehensive marketing strategy to capture the attention of its target audience and create brand loyalty.

As the demand for safe drinking water solutions continues to rise in India, Bisleri has capitalized on this opportunity by offering a range of products that cater to the varying needs of individuals, families, and corporates in major cities and sub-metros.

Bisleri’s product portfolio includes the popular 20-liter jar, which constitutes 40% of the brand’s overall sales, and the convenient one-liter bottle, contributing to 25% of the total sales.

To achieve its revenue target of 5000 crore by 2026, Bisleri has adopted a multi-faceted marketing approach that encompasses various elements, including brand positioning, promotion tactics, digital marketing, and consumer engagement strategies.



Key Takeaways:

  • Bisleri focuses on maintaining world-class quality at the lowest production and distribution cost.
  • The 20-liter jar and one-liter bottle are among Bisleri’s most popular products.
  • Bisleri aims to achieve a revenue target of 5000 crore by 2026.
  • The target audience includes individuals, families, and corporates in major cities and sub-metros.
  • Bisleri’s marketing strategy includes brand positioning, promotion tactics, digital marketing, and consumer engagement strategies.

About Bisleri and the Bottled Water Industry

Bisleri, a prominent player in the bottled water industry, holds a substantial market share of approximately 36% in India. The company, originally established in Italy in 1965, has grown to become a leading brand in the Indian market. The bottled water industry in India has witnessed significant growth, with a market value of over $2.43 billion in 2021. This market is estimated to grow at a compound annual growth rate (CAGR) of 13.25%, driven by factors such as higher disposable income, rising health and hygiene awareness, and increasing product innovation.

Bisleri has established a strong presence in India through a network of thirteen franchisees and eighteen manufacturing plants across the country. The company’s commitment to efficient distribution is evident in its investment in procuring at least 2000 trucks for transportation of products. With over eighty thousand retail outlets nationwide, Bisleri products are easily accessible to consumers, especially in major cities like Mumbai and Delhi, where twelve thousand outlets are located.

Market Share and Revenue

In addition to its dominant market share, Bisleri has a significant presence in the organized packaged water market in India, which is valued at ₹8,000 crore. Bisleri holds a 32% share of this market, competing with brands like Kinley and Aquafina. The company’s focus on competitive pricing, volume-based pricing for different bottle sizes, psychological pricing tactics, dynamic pricing for online and home delivery services, and premium pricing for specialized products has contributed to its revenue growth.

Bisleri’s revenue for the year ended March 2021 was ₹1,181.7 crore with a profit of ₹95 crore, slightly lower than the previous year. However, for FY23, the company’s turnover is projected to reach ₹2,500 crore with a profit of ₹220 crore. With consistent revenue growth and effective pricing strategies, Bisleri continues to strengthen its position in the Indian bottled water industry.

Company Data Statistic
Market Share in Indian Bottled Water Industry Approximately 36%
Number of Franchisees 13
Manufacturing Plants 18
Number of Employees Over 12,000
Number of Delivery Trucks At least 2000
Retail Outlets Over 80,000 across India
Pricing Strategy Competitive pricing, volume-based pricing, psychological pricing, dynamic pricing, premium pricing

Bisleri’s Product Range and Market Segmentation

Bisleri, a leading player in the Indian bottled water market, offers a diverse product range to cater to the varied needs of consumers. Their product portfolio includes mineral water, carbonated drinks, and flavored drinks. Their commitment to delivering high-quality products has made them a trusted brand among consumers.

To meet the different preferences and requirements of their customers, Bisleri offers their products in various sizes. These sizes include 250 ml, 300 ml, 500 ml, 1 liter, 2 liters, 5 liters, and 20 liters. The 20-liter jar is the most popular product, accounting for 40% of their sales. Additionally, the one-liter bottle makes up 25% of their sales.

In terms of market segmentation, Bisleri strategically targets major cities and sub-metros across India. By focusing on these key areas, they aim to reach a wide audience and establish a strong presence in lucrative markets. Their target audience includes individuals, families, and corporate consumers. They appeal to health-conscious individuals seeking safe and pure drinking water as well as travel enthusiasts who require convenient and reliable hydration options.

Bisleri’s extensive product range and market segmentation strategies have contributed to their success in the Indian bottled water market. They have carved out a significant share in both the bulk and small pack segments, demonstrating their ability to cater to different consumer needs.

Bisleri’s Brand Positioning and Promotion Tactics

Bisleri, a dominant player in India’s packaged drinking water segment, has effectively positioned itself as a symbol of purity and health. With their unwavering commitment to providing safe and high-quality water, Bisleri has captured nearly one-third of the market share in India and expanded its operations to countries like Nepal, Bangladesh, and the United Arab Emirates.

To maintain their market position and connect with consumers, Bisleri employs a range of promotion tactics. The brand invests in advertising campaigns across various platforms, including television, print media, billboards, posters, and hoardings. These campaigns, such as “One nation, One water,” “Har Pani ki bottle Bisleri Nahi,” and “Samajhdaar bisleri peete hain,” have not only garnered significant consumer attention but have also contributed to their brand recognition.

Bisleri understands the importance of personal selling in building customer relationships. The brand engages in personal selling techniques to reach out to consumers, educate them about the benefits of their products, and establish trust. By emphasizing their commitment to health and wellness, Bisleri aims to differentiate themselves from competitors and inspire consumer loyalty.

In addition to advertising and personal selling, Bisleri leverages public relations for effective brand communication. Through strategic partnerships, collaborations, and media relations, the company enhances its brand visibility and reputation. Public relations activities help create a positive perception of the brand, reinforcing its image as a reliable provider of clean and safe drinking water.

Furthermore, Bisleri implements sales promotion strategies to incentivize consumers to choose their products over competitors. From offering discounts and attractive pricing schemes to introducing loyalty programs, Bisleri strives to create value for customers and drive sales. Their nominal pricing strategy also makes their products affordable and accessible to the middle-class segment, widening their customer base.

Bisleri’s brand positioning and promotion tactics reflect their focus on quality, innovation, and strategic marketing initiatives. With over 15 manufacturing plants and more than 200,000 outlets across India, Bisleri is well-positioned to capitalize on the growing bottled water market. However, they face competition in the carbonated drinks and energy drinks segments, highlighting the need for continuous innovation and market adaptation.

In the next section, we will explore Bisleri’s digital marketing and social media strategy, and how they harness the power of technology to engage with their target audience.

Bisleri’s Digital Marketing and Social Media Strategy

In addition to traditional marketing tactics, Bisleri embraces digital marketing to expand its reach and connect with a larger audience. Leveraging the power of digital platforms, Bisleri has developed a comprehensive social media strategy that drives engagement and promotes their products.

One of the key elements of Bisleri’s digital marketing strategy is the use of social media platforms such as Facebook, Instagram, and Twitter. Through these channels, Bisleri engages with consumers, shares relevant content, and fosters a strong online community.

Bisleri understands the importance of influencer marketing in today’s digital landscape. By collaborating with social media influencers who align with their brand values, Bisleri is able to tap into their followers’ trust and credibility, expanding their reach and driving brand awareness.

User-generated content also plays a significant role in Bisleri’s digital marketing strategy. By encouraging consumers to create and share content related to Bisleri products, the brand not only increases engagement but also establishes a sense of authenticity and relatability.

As part of their digital marketing efforts, Bisleri has also developed the ‘Bisleri Apne APP Aayega’ mobile application. This app has experienced significant growth, nearly doubling year on year, showcasing the brand’s commitment to delivering a seamless digital experience to its users.

By combining their digital marketing initiatives with their strong presence in the sports industry, Bisleri has been able to create a unique and effective marketing approach. Partnering with IPL teams, ISL teams, Ultimate Table Tennis, and Procam marathons, Bisleri establishes its brand presence and connects with sports enthusiasts across various sports genres.

Overall, Bisleri’s digital marketing and social media strategy are integral to their marketing mix. By leveraging the power of digital platforms, engaging influencers, and promoting user-generated content, Bisleri effectively expands its reach, drives engagement, and connects with their target audience.

Marketing Channel Allocation Percentage
Digital Marketing 50%
TV Advertising 20-30%
Trade and Experiential Marketing Remaining Balance

Table: Bisleri’s Presence and Marketing Touchpoints

Events and Touchpoints
T20 World Cup
College Engagements
Music Concerts
Gen Z Touchpoints

Deepika Padukone, one of Bollywood’s leading actresses, stars in Bisleri’s ‘Drink It Up’ campaign, which aims to promote hydration and performance in sports. This campaign aligns with Bisleri’s focus on health and wellness, resonating with their target audience.

By blending digital marketing strategies with their partnerships in the sports industry, Bisleri creates a powerful and holistic marketing approach that effectively communicates their message and drives engagement.

Bisleri’s Approach to Branding and Impact Analysis

As a leading player in the Indian bottled water industry, Bisleri has established itself as a trusted and recognized brand. With a substantial market share of nearly 36% in the packaged water segment and 40% in the bottled water market, Bisleri’s branding strategies have had a significant impact on its brand reputation and market dominance.

Bisleri’s approach to branding revolves around positioning itself as a symbol of purity and health. The brand emphasizes delivering quality products that cater to evolving consumer needs. By focusing on innovation and offering a diverse product range, Bisleri has successfully captured the attention of consumers across the country.

One of Bisleri’s key branding strategies is its impactful marketing campaigns. Through strategic messaging and creative advertising, the brand effectively communicates the benefits of its products, such as purity, safety, and health. By targeting young consumers and highlighting these essential attributes, Bisleri has successfully built a strong connection with its target audience.

Moreover, Bisleri’s commitment to customer satisfaction plays a vital role in enhancing its brand reputation. The brand maintains a robust distribution network with over 15 manufacturing plants and more than 200,000 outlets across India. This extensive reach ensures the wide availability of Bisleri’s products, further reinforcing its brand presence in the market.

To analyze the impact of Bisleri’s branding efforts, various factors come into play. Customer feedback, sales growth, and market share are key indicators that showcase the success of the brand in the beverage industry. Bisleri’s impressive market share and consistent annual growth of 40% are a testament to the positive reception of its branding strategies.

Market Share Brand Reputation Impact Analysis
Package Water: 36% Extensive distribution network Captured attention of consumers
Bottled Water: 40% Trusted and recognized brand Positioned as a symbol of purity and health

With continued growth in the bottled water market and the potential to capture a larger market share, Bisleri has the opportunity to diversify its product range further. By exploring innovative offerings that cater to evolving consumer needs, Bisleri can strengthen its brand presence and solidify its position as a market leader.

However, Bisleri, like other bottled water brands, faces growing concerns regarding plastic waste and its impact on the environment. To address these concerns, the brand is proactively seeking sustainable packaging solutions, further enhancing its brand reputation as an environmentally responsible company.

Overall, Bisleri’s branding strategies and impact analysis highlight its commitment to deliver quality products, establish a strong brand presence, and cater to the evolving needs of consumers. Through effective marketing campaigns and a robust distribution network, Bisleri has successfully positioned itself as a trusted brand in the Indian beverage industry.

Bisleri’s Environmental Initiatives and Sustainability Practices

Bisleri International, with over 50 years of legacy in the beverage industry, has not only established itself as a leading brand but also as a pioneer in environmental initiatives and sustainability practices. Recognizing the pressing need to address the global plastic waste crisis and water scarcity challenges, Bisleri has taken significant steps to make a positive impact on the environment.

As one of the first consumer goods companies in India to be plastic-neutral and water-positive, Bisleri’s sustainability efforts go beyond mere compliance. The company’s initiatives align with the United Nations Sustainable Development Goals and aim to create a better world through continuous improvement, innovation, and strategic partnerships.

One of Bisleri’s flagship programs is the ‘Bisleri Greener Promise’ sustainability campaign. This campaign focuses on developing a circular economy and showcases the company’s commitment to water conservation. As part of this initiative, Bisleri constructs check dams for irrigation, resulting in the replenishment of more water to the environment than what is consumed in its operations.

By building and restoring over 160 check dams across Gujarat, Maharashtra, and other regions, Bisleri has successfully irrigated over 10,000 acres of land. These check dams have not only helped conserve rainwater but also provided livelihood opportunities to more than 11,000 farmers. Additionally, the company has implemented rainwater harvesting systems as part of its ‘Nayi Umeed’ project, further contributing to water security in the regions it operates.

Another integral aspect of Bisleri’s sustainability practices is its focus on plastic waste management. The company aims to not only offset its plastic footprint but also create a circular economy by upcycling used plastic. By employing innovative techniques, Bisleri upcycles plastic into valuable products such as apparel, school bags, and benches, contributing to responsible waste management and reducing dependence on virgin plastic.

Furthermore, Bisleri has taken proactive measures to minimize plastic consumption. Through value engineering projects, the company has successfully reduced its virgin plastic consumption by 10%. Moreover, Bisleri’s ‘Bottles for Change’ program has collected approximately 6,500 tonnes of plastic waste, effectively diverting it from landfills and unregulated waste streams.

Bisleri’s commitment to responsible packaging extends beyond plastic waste management. The company emphasizes responsible consumption and aims to minimize its ecological footprint. With a significant proportion of its business consisting of 20-litre water jars that are reused multiple times, Bisleri has successfully reduced plastic consumption while ensuring the highest quality standards through its 10-stage purification process, involving 114 quality tests.

In conclusion, Bisleri International’s environmental initiatives and sustainability practices demonstrate its dedication to creating a more sustainable future. By being plastic-neutral, collecting more plastic waste than it introduces into the market, and being water-positive, replenishing more water than it extracts, Bisleri sets a commendable example for the consumer goods industry. Through its efforts, Bisleri not only reduces its ecological impact but also contributes positively to the well-being of the environment and communities it serves.

Bisleri’s Challenges and Future Outlook

Bisleri, a key player in the Indian bottled water industry, faces various challenges that impact its market share and overall growth. Despite these hurdles, the company has demonstrated resilience and adaptability, positioning itself for a promising future.

Competition and Counterfeit Products

One of the significant challenges Bisleri confronts is intense competition from both established and emerging brands in the packaged drinking water sector. Competitors such as Aquafina, Kinley, Bailley, and Rail Neer pose a constant threat to Bisleri’s market share, earnings, and sales. To make matters worse, the market is plagued by local labels imitating and counterfeit products that resemble Bisleri’s packaging, branding, or naming conventions. These counterfeit products, with names like “Belsri,” “Bilseri,” “Brislei,” or “Bislaar,” have been appearing in local shops, leading to consumer confusion and brand dilution.

To combat this challenge, Bisleri launched an extensive campaign to educate consumers on how to differentiate between authentic Bisleri products and counterfeit ones. This educational initiative aims to safeguard the brand’s reputation and reinforce consumer trust in Bisleri’s quality and authenticity.

Refilling of Bottles and Safety Concerns

Another challenge faced by Bisleri is the unauthorized refilling of used Bisleri bottles by local vendors with untreated or low-quality water. This unethical practice not only compromises the product’s quality but also raises safety concerns for consumers. It can tarnish Bisleri’s reputation and erode the confidence of customers in the brand.

Bisleri acknowledges this challenge and has implemented measures to raise awareness among consumers regarding the importance of purchasing genuine, sealed products directly from authorized distributors and retailers. By emphasizing the safety and quality of their bottled water, Bisleri aims to combat the threat posed by unscrupulous vendors and protect their brand image.

Evolving Consumer Preferences and Market Trends

The future outlook for Bisleri is optimistic, despite the challenges it faces. The bottled water industry is witnessing significant growth, driven by increased consumer awareness about health and hydration. With the rising popularity of water purifiers like filters and Reverse Osmosis (RO) systems, the demand for packaged drinking water may be impacted. However, Bisleri continues to adapt and innovate to meet changing consumer preferences.

Furthermore, Bisleri’s diversification into the premium bottled water segment with Vedica and the carbonated drinks segment with Bisleri Pop demonstrates the company’s agility in responding to market trends and consumer demands. These strategic moves position Bisleri to tap into niche segments and maintain a competitive edge in the industry.

Bisleri’s extensive product range, which includes various bottle sizes catering to diverse consumer preferences, allows the company to target different market segments effectively. This flexibility enables Bisleri to capture a broader customer base and withstand competition from local players with attractive pricing strategies.

Government Regulations and Sustainability

An additional challenge for Bisleri is navigating government rules and regulations related to packaged drinking water standards and plastic usage. Compliance with these norms is crucial for Bisleri to sustain its operations, maintain business processes, and adhere to responsible packaging practices. The company’s commitment to environmental sustainability is evident through its initiatives to reduce plastic waste and promote recycling.

Future Outlook

Despite the challenges faced by Bisleri, the company’s extensive manufacturing infrastructure, robust distribution network, and strong brand recognition put it in a favorable position for future growth. Bisleri’s ability to adapt to changing market trends, focus on innovation, and maintain consumer trust will be crucial for its continued success in the competitive bottled water industry.

With the packaged water category expected to grow at a compound annual growth rate (CAGR) of 20%, Bisleri is well-positioned to capitalize on this trend and further increase its market share. By leveraging its brand equity, expanding product offerings, and ensuring compliance with regulatory standards, Bisleri can establish itself as a leader in the organized bottled water segment.

The future success of Bisleri will rely on its ability to stay ahead of evolving consumer preferences, effectively address competition and counterfeit challenges, and maintain a sustainable business model. Through strategic planning and consistent efforts to meet consumer needs, Bisleri aims to secure a promising future in the dynamic bottled water market.

Bisleri’s Impact on Society and Corporate Social Responsibility

Bisleri is not just a leading brand in the bottled water industry, but also a responsible corporate citizen committed to making a positive impact on society. With a strong focus on corporate social responsibility (CSR), Bisleri actively engages in initiatives and collaborations that address critical social and environmental issues.

Environmental Initiatives

Recognizing the urgency of addressing plastic pollution, Bisleri launched the “Bottles for Change” initiative, aimed at increasing plastic recycling awareness and promoting responsible plastic disposal. Through this program, Bisleri has reached out to more than 5 million people in the last 4 years, contributing to the recycling of over 6500 tonnes of used plastic.

To further mitigate the environmental impact of their operations, Bisleri has become one of the first consumer goods companies in India to be plastic-neutral. This means that Bisleri successfully offsets its plastic footprint and replenishes more water to the environment than it consumes. Their commitment to sustainability is evident in their sustainability campaign, “Bisleri Greener Promise,” which focuses on plastic recycling, water security, and developing a circular economy for a greener future.

As part of their water conservation efforts, Bisleri has constructed and restored 131 check dams in Gujarat and Maharashtra. These check dams have helped harvest 16.5 billion liters of water, benefitting around 10,000 families and irrigating 6,500 acres of land. By maximizing the utilization of rainwater, Bisleri harvests 10 liters of rainwater for every 1 liter of water drawn out, reducing reliance on groundwater sources.

Social Initiatives and Collaborations

Bisleri understands that corporate social responsibility goes beyond environmental initiatives. The company actively collaborates with local communities and stakeholders to address social challenges and contribute to their well-being.

Through their collaborations and initiatives, Bisleri has significantly improved the lives of farmers in some areas of Gujarat and Maharashtra. By providing access to water for irrigation and promoting agricultural practices, Bisleri has helped increase the average annual income of farmers by Rs. 50,000 to Rs. 1,00,000 per year. These initiatives have not only improved agricultural productivity but also enhanced the socio-economic conditions of farmers and their families.

Impact on Society

Bisleri’s commitment to corporate social responsibility has had a profound impact on society. According to a peer-reviewed, refereed journal, 75.4% of respondents in a survey were aware of what CSR stands for and how it benefits stakeholders. The majority of respondents (71.5%) also expressed their interest in contributing to CSR initiatives.

The study also revealed that 57.5% of respondents were aware of Bisleri’s Bottles for Change initiative, highlighting the company’s successful efforts in raising awareness about plastic recycling. Moreover, an overwhelming 97.6% of respondents believed that the Bottles for Change initiative could effectively reduce pollution caused by plastic.

Statistic Data
Peer Reviewed Refereed Journal Yes
SJIF Impact Factor 8.095
Respondents aware of CSR and its benefits 75.4%
Respondents interested in contributing to CSR 71.5%
Respondents aware of Bottles for Change initiative 57.5%
Respondents believing in reducing plastic pollution through Bottles for Change 97.6%

These statistics demonstrate the significant impact of Bisleri’s initiatives on society, reinforcing the brand’s commitment to creating a sustainable future.

Overall, Bisleri’s impact on society and corporate social responsibility initiatives go hand-in-hand. By actively engaging in environmental initiatives, collaborating with local communities, and addressing social challenges, Bisleri continues to make a positive difference and serve as a model for responsible business practices.

Conclusion

Bisleri’s marketing strategy has proven to be a key driver behind its success in the competitive bottled water industry. The company’s focus on dominating the branded water business and expanding its presence in the premium beverage category has yielded impressive results. By offering a diverse range of products and implementing effective pricing strategies, Bisleri has been able to cater to the diverse needs of its target audience.

In addition to product variation and pricing strategies, Bisleri has also established a robust distribution network, with over 80,000 outlets across India. This extensive presence allows the company to reach a wide customer base, further strengthening its market position.

Furthermore, Bisleri’s digital marketing and social media strategy have played a pivotal role in enhancing brand visibility and engaging with consumers. The company’s commitment to environmental sustainability has not only resonated well with health-conscious consumers but has also contributed to its overall brand credibility and market dominance.

In conclusion, the key takeaways from Bisleri’s marketing strategy are innovation, brand positioning, customer engagement, and corporate social responsibility. As the bottled water market continues to grow, Bisleri is well-positioned to expand its market share and reach new consumers. With its strong position, brand recognition, and emphasis on purity and safety, Bisleri is likely to maintain its leadership in the Indian bottled water industry.

FAQ

What is Bisleri’s marketing strategy?

Bisleri aims to dominate the branded water business and expand its presence in the premium beverage category. They focus on maintaining world-class quality at the lowest production and distribution cost, utilizing innovative tactics and achievements.

When was Bisleri founded and where?

Bisleri is an Italian company established in Mumbai in 1965.

What is the market value of the bottled water industry in India?

The market value of the bottled water industry in India was estimated to be INR 160 billion in 2023, projected to reach INR 403.06 billion by the end of the same year.

What products does Bisleri offer?

Bisleri offers a diverse range of products in various sizes, including 250 ml, 300 ml, 500 ml, 1 liter, 2 liters, 5 liters, and 20 liters.

Who is Bisleri’s target audience?

Bisleri primarily targets major cities and sub-metros, appealing to health-conscious consumers and travel enthusiasts.

How does Bisleri position its brand?

Bisleri has positioned itself as a symbol of purity and health, offering not only mineral water but also other refreshing beverages.

How does Bisleri engage with customers?

Bisleri utilizes personal selling techniques, advertising campaigns, public relations, and sales promotions to connect with customers and highlight their commitment to health and wellness.

What is Bisleri’s digital marketing strategy?

Bisleri has a strong presence on social media platforms and collaborates with social media influencers to educate and inspire their target audience regarding hydration and well-being.

Does Bisleri have sustainability initiatives?

Yes, Bisleri has initiatives in place to recycle plastic waste, upcycle it into useful products, build check dams, and implement rainwater harvesting systems.

What challenges does Bisleri face?

Bisleri faces challenges such as counterfeit products and competition from other bottled water brands.

What is the future outlook for Bisleri?

The future outlook for Bisleri looks promising, with opportunities for growth in the bottled water industry, increased consumer awareness about health and hydration, and the brand’s commitment to maintaining their market position.

How does Bisleri contribute to society?

Bisleri actively engages with society through various initiatives and collaborations, contributing to social causes, promoting environmental conservation, and supporting local communities.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.