bisleri

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Today in the monopolistic market “Me too” products are common. So differentiating your product from another’s is an important aspect. It is brands that distinguish your product from others. Also setting up a brand is not the issue. The main part is to set up a successful brand. This setting up of successful brand is nothing else but “The Art Of Successful Branding” To get an overview about this wonderful world of brands and their successes various cases/ examples have been taken in brief. But to get a deeper and a full view “THE BOTTLE WATER INDUSTRY” was assessed with a special focus on BISLERI

Next, the questionnaire was articulated based on these factors and was broadly categorized into 4 major parts viz.: Brand loyalty, perceived quality, brand awareness and brand personality. Thus the primary data was collected through questionnaire method. The primary data collected by the survey is analysed, qualitatively and the secondary data is used to support the facts revealed by the survey results. Thus the analysis provides the results from the survey and the findings from the secondary data. s A Questionnaire relating to BOTTLE WATER INDUSTRY with a special focus on BISLERI was made. A sample of 50 people is taken.

1

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

AN INTRODUCTION TO BRANDS AND BRAND EQUITY

Over 21,000 new products were introduced in 1995 alone, yet history tells us that better than 90% of them won't be on the shelf a year later. Why such a high failure rate and why has this been a historical trend? The development of a successful product - which includes the product, the package, the product's name and identity - is a challenging, but not insurmountable task. The likelihood for success can be greatly enhanced if one focuses on certain critical issues. Clear product definition and proper execution and implementation of that definition can lead to success and longevity in the market. Throughout the 1980's and 90's, there has been a growing corporate emphasis on increasing shareholder value (i.e. making the stock price rise). Typical headline-grabbing stories of these decades have included waves of layoffs, corporate restructuring and an emphasis on operating efficiencies. In todays shortsighted cower from or cater to Wall Street environment, how can the CEO be expected to keep the company growing, retain the loyal following of the investment community, and keep shareholders happy? What can one do? - One solution is to grow the brand.

2

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. But, What

is a brand?

Brand is a name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of seller and to differentiate them from competitors. A brand is essentially a seller’s promise to deliver a specific set of features, benefits, and services consistently to the buyers. The best brand conveys a warranty of quality. But a brand is an even more complex symbol. It can convey unto six levels of meaning:  Attributes: A brand suggests certain attributes. Mercedes suggest expensive, well-built, well-engineered, durable, high prestige automobiles.  Benefits: attributes must be translated into functional and emotional benefits. The attribute durable could translate into the functional “I wont have to buy another car for several years.” The attribute expensive translates into emotional benefit “The car makes me feel important and admired.”  Value: The brand also says something about the produce’s values. Mercedes stands for high performance, safety and prestige.  Culture: the brand may also represent certain cultural values. The Mercedes represents German culture: organized, efficient, high quality.  Personality: The brand can project a certain personality. Mercedes may suggest a no–non-sense boss (person), a reigning lion (animal), or an austere palace (object).  User: The brand suggests the kind of consumer who uses or buyers the product. We would expect to see a 55-year-old top executive behind the wheel and not a 20year-old secretary.

HOW DOES BRANDING HELP? 3

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

This serves to build consumer and investor confidence in and loyalty to the company. A strong brand acts as a promise, leading faithful customers to pay a premium over competitive products. Likewise, the stocks of highly reputable companies trade at premiums to others in their respective industries. "Branding" has been one of the most prominent of corporate buzzwords in recent years. But what is it all about? Although opinions will vary dramatically, there are some fundamental issues that underpin it. Branding is about distinguishing yourself from the competition. It is about creating tangible and intangible characteristics that make your offer unique. It is about developing a name and image that can provide quality and satisfaction, whilst at the same time taking account of individual lifestyles and beliefs. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, really understand the concept of brand equity and how it must be implemented.

4

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. .

THE BOTTLED WATER MARKET





JOURNEY OF BOTTLED WATER BRANDS IN INDIA

SOME FACTS ABOUT THE INDIAN BOTTLED WATER MARKET

5

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

WATER, WATER & WATER Water forms an essential part of every living being. After air, water is the most important necessity for life. Water plays a number of functions for the body. It serves as the body's transportation system, it acts as a lubricant, it regulates the body temperature etc. The eulogy for water is an unending thing. Infact more than 2/3 rd of the human body is made of water. The importance of water for human body can be well accessed from the fact that if the amount of water in our body is reduced by just 1-2%, we feels very thirsty. If it's reduced by 5%, our skin will shrink and we will have difficulty moving our muscles and if it's reduced by 10%, we will die. Moreover with this commodity being a human necessity it makes best sense to do business in. As a normal human being requires on an average needs 2-3 litres of water everyday and world population is more than 6bn (growing at 2-3% annually), the business opportunity is humongous and the potential is largely untapped. These facts about water added to the growing number of cases of water borne diseases, increasing water pollution, increasing urbanization, increasing scarcity of pure and safe water etc. have made the bottled water business quite lucrative. In addition with getting pure drinking water from municipal taps in cities and towns becoming a luxury the scenario has become so lucrative in business sense that the opportunity is being misused by a number of companies especially in our country. These companies are selling plain tap water under the name of mineral water and are be-fooling consumers. The situation has got aggravated by lack of awareness among common people about mineral water and also due to lack of initiatives on part of the government both on count of setting stringent norms as well as on taking action against non-compliers. Infact one of the major factor for flourishing of the sector is the public fear that water supplied by civic bodies is impure.

6

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Bottled…WATER WATER everywhere Water everywhere, got a few bucks to spare? When governments spoke about providing drinking water to all, little did one imagine that MNCs would package it and sell it to us. The advent of the small bottles has increased consumption. Buying water near the bus stop or at the railway station has become a routine. As the mercury soars, so do the sales of bottled water. The advantage it has is unlike the Colas and other drinks dispensed from vending machines; a bottle fits into a handbag and can be carried conveniently. Today many medical stores in the city are doing very well with the sale of branded bottled water. The brand name plays an impression on the human mind. Bottled water is available in quantities of 330ml, 500ml, 1lt, 1.5lt, 2lts, 5lts, 10lts, 20lts and 50lts. For a particular brand to be certified as bottled water it requires approval on 4 levels namely the Central, the state, the trade association, and individual company levels. Currently the market size of bottled water is expected to surpass the size of soft drinks market very soon in the near future. A Survey conducted revealed that the market demand and supply of Bisleri ranks the highest followed by Bailley (Chottu Bailley) and then the others. The scarcity of hygienic water has increased the need for bottled water. There is no compromise by people when it comes to Bisleri. The various available sizes of bottles make it more convenient this summer. The fact remains…water bhujaye pyaas, baaki sab bhakwaas. So say goodbye to water bottles, as bottled water is here to stay.

7

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

History of mineral water International scenario:  Popularity of Mineral water: The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking water started in 1950s. The trend of having mineral water gained grounds in the market. Since ancient time people have used water from mineral springs, especially hot springs, for bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments. Depending on the temperature of the water, the location, the altitude, and the climate at the spring, it can be used to cure different ailments. This started the trend of using mineral water for drinking purpose to exploit the therapeutic value of the water. This trend started gaining momentum in mid 1970s and since then large quantities of bottled water from mineral springs in France and other European countries are exported every year. The concept of bottled has been quite prevalent in western countries due to greater health consciousness and higher awareness about health and hygiene. The international standards regarding bottled water are so stringent that for a particular brand of water to be certified as bottled water it has to get approvals on four levels: federal, state, trade association and individual company levels.

 Indian Scenario: In 1967 Bisleri set up a bottling plant for manufacturing and marketing its mineral water but failed. The brand was later sold off to Parle in 1968-69. Mineral water market had its seeding as early as 1968-69 when Parle Group acquired the Bisleri brand from Bisleri of Italy for launching Soda water but later launched bottled water also. The launch at that time was a big flop, as the Indian public did not accept concept of buying water that too in bottled form.

8

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. The market remained dormant for quite long (for a period of 20 years or so). The market through out this period was formed only by the premium products that too available through 5-star hotels. In early 1990s with onset of liberalization policy by the Indian government, coming in of cola majors, sell off of local soft drink brands of Campa, Thumps up, Gold Spot etc by Parle to Coke and other factors led Bisleri to test waters again. Bisleri re-launched its bottled water in 1994. By this time with exposure of media and exposure to international life styles, deteriorating levels of potable water, increase in a number of water borne cases, increase in awareness about health and hygiene and other related factors led to acceptability of concept of mineral water. The market has not looked back ever since then and has grown leaps and bounds to such an extent that a number of genuine as well as fly-by -night operators have entered it to milch it.

OBJECTIVES OF THE STUDY The basic objective of this project report is to understand the concept of building a successful brand through a research of the various brands of bottle water with a special focus on BISLERI. This project report basically tries to identify the variables that affect the successful branding of BISLERI and whether or not, and up to what extent, BISLERI has been successful in its efforts to set up a successful brand in the minds of its targets. Thus, the study involves the exploration and deep insight of the various aspects related to BISLERI in order to understand that how the ART OF SUCESSFUL BRANDING works at making a brand successful.

9

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Labeling The standards pertaining to labeling of products in the industry are: 1. Label should have consumer brand name. 2. Label should have the name of the product category. 3. Label should have name and address of the manufacturer. 4. Label should have net weight or volume. 5. Label should have the batch number. 6. Label should have the name of source or place of origin of the product. 7. Label should have the date of packaging. 8. Label should have the date of expiry. 9. Label should have direction for storage.

MARKET CATEGORIZATION The market initially had only one (Standard Consumption Unit) SKU of 1 litre this was followed a by a number of smaller and bigger SKUs. Based on these SKUs we can divide the entire market into two segments:  Retail consumption market

10

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.  Household & Institutional consumption market Each of these consumption markets has a number of SKUs under it. Some of the most consumed SKUs in retail market are 500ml, 1 litre, 1.2 litre, 1.5 litres, 2 litres, and 5 litres. Recently Bailley has launched 330ml pack targeted against 330ml pack size of soft drinks especially the aluminium-can drinkers. The hotel industry, caterers, offices, parties, travel, tourism, hospitals etc largely constitute the institution market. The SKUs that are available in this market are 10 litres and above besides this we have pack size of 250ml plastic cups. The market can also be divided on the basis of the price at which this bottled water is available into three categories:  Super premium mineral water  Premium local natural mineral water  Popular or plain bottled water Presently, Evian of Danone group; Perrier and San-Pellegrino of Nestle belong to super premium category. Catch, Himalayan, Brilliant etc. belong to premium local natural mineral water category. All other brands like Bisleri, Bailley, Kinley and AquaFina etc. belong to popular or plain bottled water category.

11

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

THE INDIAN BOTTLED WATER MARKET BRAND WARRIORS: BISLERI AQUAFINA KINLEY BAILEY

12

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

PRESENT MARKET SCENARIO AND PLAYERS: Market size and growth rate: The mineral water market is still maintaining the pace at which it has been growing over past few years. The market is witnessing launch of a number of player with every passing day. Presently the market is skewed towards regional players and has more than 250 players in the fray. Besides these we have a number of fly-by-night operators who enter the market in summers, reap benefits by packaging tap water and selling as pure mineral water, and then leave once the season is over. The problem in the market is not with the players but with the consumers. Poverty levels, illiteracy has led these players to take full advantage of consumers by selling even the tap water as mineral water. The fault also lies with the government for being lackadaisical in setting up norms for entry into the industry and also for being lackadaisical in taking proper care of health of its public.

MARKET SHARE

organised sector unorganised sector

Total bottled market has a size of Rs11-12bn of this around Rs7bn is in the hands of organized sector and rest is with unorganised sector. In the organized sector Bisleri is the market leader with 45% market share followed by Bailey with 23-24% market share. PepsiCo and Coca-Cola too has market 13

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. share in the range of 8-9% individually. Rest of the organized market is well distributed among small regional players. The market for the past three years has been growing at unimaginable rates of more than 80%, this can be explained on account of the lower base of previous years. This strong double digit growth rate of the industry has attracted a number of global players in the market In the recent past some the major players like Coke, PepsiCo have launched their products in the market. Many more like Nestle, Britannia, and HLL have evinced interest in the market with changing consumer preferences from carbonated drinks towards bottled water the growth rate is expected to stabilize at 25-30 % for next4-5 years.

MARKET PLAYERS

15%

9% 45% 8%

23%

14

BISLERI BAILEY AQUAFINA KINLEY OTHERS

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Competition: The bottled water industry has two other industries as its biggest competitors in from of Water purifiers industry and the soft drinks industry. Though the water purifier industry should be credited to have done the spadework, for setting up the foundation of bottled water industry but still it acts as competitors especially in the household and institutional consumption market.

Marketing practices: Presently most of the players in the Indian market are selling their product claiming it to be mineral water. All the players are vying to grab a few points of market share and they are trying to get their brands endorsed by some or other authority. Recently Coca-Cola has got its brand, Kinley, endorsed by the Federation of Family Physicians Associations of India (FFPAI) to create an image of being recommended by doctors and thus of the product being safe and healthy. Similarly other companies claim to have purified their water "n" number of times to show the superiority of their product. Overall different players are playing different tunes in order to establish their brands in the market

“BOTTLED WATER” rather than” MINERAL WATER.” A survey which had been conducted found that mineral water were lacking the mineral contents that were specified to be classified under Mineral water category. It is because of this that the controversy had come up and companies were told not to specify their product as mineral water if it did not satisfy the standards of mineral water. It was after this that the companies started labelling their product as MINERAL WATER.”

15

“BOTTLED WATER” rather than

“

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

PLAYERS: Bisleri: The brand is a product of Parle International and presently is the market leader with more than 45% market share. The company pioneered the concept of bottled water in the Indian market as early as 1967. The company is also credited with SKUs of 500ml, 1.2 lts, 1.5 lts and 2 lts in the Indian market.

PepsiCo: Pepsi has AquaFina brand of mineral water in the market. The company entered into bottled water business in September '99 the company has targeted its product towards youth segment and has so far focuses only on one SKU, that too 750ml. Though the company is present only in selected market as of now, it has plans of increasing share in the market by expanding its SKUs portfolio as well as its distribution reach.

Coca-Cola: The Company has entered in the business in May'00 through its brand, Kinley. The Kinley brand is already being used for its soda water. The company has tied up with Kothari Beverages, of Yes brand of mineral water, for manufacturing coke's brand at Yes' facilities.

Bailley:

The brand is a product of Parle Agro, the company of Frooti fame. The

company presently is the second largest player in the market with share of 20%. The company has recently extended its Bailley brand name for its soda water. It is also credited with forming a new segment of 330ml SKU in the market. Other players in the market with strong regional presence are: Brilliant, Yes, Hello, Purette, Fountain, Himalayan, Golden Eagle, Prime, Pure Natural Aqua, Ganga, Florida, Metro etc with many more on very of entering the market.

16

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

RESEARCH METHODOLOGY ……………..THE TRACK



DATA COLLECTION



THE SURVEY



LIMITATIONS OF SURVEY

17

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

RESEARCH METHODOLOGY

BOTTLED WATER INDUSTRY with a special focus on BISLERI has been taken and a attempt has been made to find out the customer perception about branding. The project encompasses the study of various elements of branding and their effect on creating a successful brand.  DATA COLLECTION: The data for this study report has been collected from both, the primary as well as the secondary sources.

PRIMARY SOURCE: The primary source for the data was a research conducted on a sample of 50 consumers of bottle water. A questionnaire of the related topic was used as a source for data collection.

SECONDARY SOURCE: The secondary source of data was a combination of various books, newspapers etc and the Internet.

18

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

LIMITATIONS OF THE STUDY  The concept of Brand building is generally viewed from two dimensions. The first is based on the cost incurred for building a branding and is thus evaluated and expressed in financial terms, while the other is related to the customers' awareness, perceptions, etc, which are non-financial.  This project report limits the study of brand equity to the non-financial aspects, which are focused on consumers and are closer to the subject of marketing.

BRAND

COST / PRICE BASED

CONSUMER BASED

 This report is limited to the qualitative study of Brand BISLERI. Brand building has not been calculated in quantitative or numerical terms.  A total of 50 people have been the respondents for the research work conducted for the primary data of this report. The underlying assumption here is that, the respondents are the ones who decide and purchase their selected brand of BISLERI for their use.  The scope of this study is restricted to the Indian market and its players.  The research, the study and the report of this project is restricted to the urban consumers, the reason being that the penetration of BISLERI is negligible in rural India.

19

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

 The research work of the study, which forms its backbone, has been conducted from the people belonging to middle class families. There are two basic reasons for this:  Majority of the India population, which is target for the respective product, belongs to the middle class.  It is the middle class, who is, influenced the most, by the brand features like price, promotion, etc.  The age and sex criteria have been considered and analysed only in relation to the topics, where these factors have an impact. In case of topics where these factors do not have relevance or do not affect the results, they have been ignored.  The sample selected was first divided into segments and taken up randomly, hence had a chance of random sampling error.  Various variables of branding have been considered only for Bisleri and no other brand of bottled water.  The views points (additional comments) of the sample have been also taken into account many times to give a better explanation.

20

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

ANALYSIS 

CLASSIFICATION



BRAND AWARENESS



BRAND RECALL



BRAND IDENTITY



BRAND SUCCESS



BRAND POPULARITY



BRAND LOYALTY



BRAND SHIFTING



ADVERTISING



BRAND PERSONALITY

21

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

CLASSSIFICATION:

GENDER CLASSIFICATION

MALE FEMALES

28 males and 22 females were interviewed to know some of their viewpoints on bottled water industry and Bisleri with a special focus. All the people interviewed have had bottled water somewhere. Thus survey is of people who are well aware with the product, people with answer “no” to question no.3 have been terminated.

22

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

AGE WISE CLASSIFICATION 50% 40% 30%

% of individuals

20% 10% 0% 11-- 15

16--20

21--25

26--30

31-35

36--40

41& Above

The distribution of the number of respondents in each age group has been given in the diagram.

16-20: The majority of the respondents are from the age group of 16 to 20. This age group is also known as teen age group. It basically consists of college going students, which are majority of the times outside roaming or hanging out in other words, are freaking out. They never carry any water bottle along with them as they think that it is against their dignity. So they consist of the largest segment of small bottle packs.

The middle segment i.e. 21-25, 26-30, 31-35, and 36-40: This segment consists of working class and is very busy. Also people in this segment are very much physically fit. So they just tend to have water anywhere available. The people in this segment usually buy bottled water very rarely.

The last segment or the category is 41-& above: This segment is of those who will be counted in oldies within a few years. People in this category start getting physical problems and become health conscious. it is because of this that this segment do not prefer to have water outside. They usually prefer caring their own water bottle. But it is found that this segment also contributes to the purchase of bottled water and that to a large volume.

23

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Habit-Wise Classification:

HABIT-WISE CLASSIFICATION.

14%

18%

CARRY YOUR OWN WATER BOTTLE DRINKWATER ANY WHERE AVALABLE

22%

SOME TIMES HAVE MINERAL WAER AWAYS HAVE MINERAL WATER

46%

This question gives us the knowledge of bottle water consumption habits. At what point do people drink bottled water. It is the elder section that carries their own water whereas others consume mineral water sometimes. Also a section of people who are not that health conscious have water wherever available. On the other hand we have 14% of people who always have bottled water while traveling.18% of the people especially the oldies prefer to carry their own water bottle. But this segment also constitutes a large market for the bottled water.22% of the people tends to have water anywhere available. The remaining has bottled water sometimes. These were the purchasing habits of the people. Over and above this there are many casual occasions where people differ from their habits.

24

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

CLASSIFICATION ON FREQUENCYOF CONSUMPTION:

4% 16%

14%

18% 16%

10%

22%

DAILY TWICE A WEEK WEEKLY FORTHNIGHTLY MONTHLY QUATERLY VERY RARELY

This question gives us the idea and the knowledge of frequency of consumption and purchasing habits of BOTTLED WATER. This purchase can be of any brand. The consumption pattern is not at all specific to any brand. This is the overall consumption pattern of the sample taken. The above graph analyses the same. It shows that the majority of the people are weekly consumers followed by monthly and quarterly consumes. A large number of weekly consumers comprises of youngsters, followed by middle-aged people. We also have a fair amount of daily consumers and a few who consume it very rarely. The consumption rate of bottled water is basically low because many people still find it convenient to carry their own water bottles while travelling. The people falling in this category are the elder section. The consumption rate is very much influenced by the younger section. This rate of consumption is ever fluctuating. In summers every year the daily users are estimated to increase by 60-70 %. This is indeed a large number. All the companies try their level best to cover these additional customers. Also all the players together with their individual efforts are trying to bring up the consumption rate.

25

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND AWARENESS ‘FAMILIARITY PLAYS A MAJOR ROLE IN BRAND EMINENCE, BECAUSE IT CREATES A SENSE OF COMFORT’, WHICH IS CRUCIAL FOR BRAND EQUITY.

26

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND AWARENESS: Which brand comes to your mind first when you hear the word mineral water? BRAND AWARNESS 40 30 20

OTHERS AQUAFINA

10 BI SL ER BA I IL LE Y KI NL EY AQ UA FI NA OT HE RS

0

BAILLEY KINLEY BISLERI

'Familiarity' plays a major role in brand eminence, because it creates a 'sense of comfort', which is crucial aspect of Branding. How often have you bought a consumer-durable because it is a Sony, a roll of film because it's a Kodak, a baby powder because of the trust mark- Johnson & Johnson or maybe a timepiece because it is a Titan? These are not merely company names but names people trust & believe in, and are doing so over the generations The Brand Awareness refers to the presence of a brand in the mind of the consumer. Brand awareness reflects the salience of the product in the consumer's mind and involves various levels including recognition, recall and identity.

27

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND RECALL

28

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Brand Recall: This question was basically asked to check out which brand was on top of their minds. May it be classified on the basis of sex, age, frequency of use, majority of the people had Bisleri on their tongues this shows how much Bisleri is popular today in the markets. Also this shows that how Bisleri had made place in people’s (Customers) minds. People also had other brands lined up at the back of their minds but only after Bisleri. This shows Bisleri is Numero Uno in its fields. Generic Aspect Of Bisleri

Ek Bisleri De Naa Ek Mineral Water De Naa

To add to the above conclusion people go down to the shops and say “Ek Bisleri Denaa” for the words “Ek Mineral water Denaa” or “Give me bottled water” This shows that Bisleri has created such an image that people refer mineral water as Bisleri. People treat mineral water and Bisleri as one and the same thing. It also reveals that people know nothing else. But Bisleri is synonymous to the word mineral water or bottled water.

29

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND IDENTITY

30

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND IDENTITY: Well!! Bisleri has its all together a different identity than the company it belongs to but what about its identity with reference to its product category? The answer to this question can be analysed from this question to the sample interviewed. This clearly gives us the idea that brand identity of Bisleri is not itself but the whole bottled water category.

THE WORLD IS BLUE TO BOTTLED WATER INDUSTRY. Another important aspect of identity of the brand is COLOR. Especially, the Indian bottled water market has been very watchful playing with colours. Majority of the brands have used BLUE. BLUE! Why blue? - It only because this colour resembles water and clear water. - All the major players are using this colour but only after Bisleri. - Bisleri brand is marketed in blue – white colour scheme, which resembles purity and safety values of the brand. Might be it is because of this colour combination that people are able to remember Bisleri fast and first.

31

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND SUCCESS EVERYONE WANTS TO WIN BUT A FEW DO. SUCCESS IS SWEET BUT NOT EASY TO COME.

32

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Brand Success: Which brand of mineral water do you prefer? 45 40 35 30 25 20 15 10 5 0

39

4 BISLERI

BISLERI BAILLEY AQUAFINA KINLEY OTHERS

3

BAILLEY AQUAFINA

2 KINLEY

2 OTHERS

Why does a customer move towards a certain brand? Why does he prefer a certain brand? Why is he pulled towards a specific brand? Why? It is this purchasing decision that makes the difference.

33

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

FACTORS IMPORTANT FOR PURCHASE DECISION Vital aspects, which are an indicator of the perceptions of the consumers regarding the brand, are the factors, which they consider while making purchase decisions. They perceive their brand to provide a satisfaction in terms of those elements. It is because he feels like buying it again and it is only a satisfied customer who will prefer your product again and again! It is because he gets all that what he expects from it.

MAJOR FACTORS INFLUCING PURCHASE DECESION:  QUALITY  BRAND NAME  PACK SIZE  ADVERTISEMENTS As we can clearly see from the graph that Bisleri with 45% of the market share is leading the race in driver’s seat. It is only because a customer gets all that what he is expecting from Bisleri. May it be quality, packaging, pack size or anything else? Bisleri clearly knows what their customer expect from them. It also knows the factors that affect the purchase decision. Also Bisleri is very much aware that RETAINING THE OLD CUSTOMER IS BETTER THAN GOING DOWN TO HUNT FOR THE NEW ONES. It is only a few or a small segment who prefer any other brand. There are 11 people in all who prefer some other brand.

34

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BAND POPULAITY

35

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND POPULARITY Why do you think that Bisleri is so popular today? REASON OF BRAND POPULARITY

6

HE RS

0

OT

RI B. ..

2.4

DI ST

RE

QU

LIA BI LIT

...

Y

3.5

PR IC E

6

HI GH

OL DE ST ...

40 35 35 30 25 20 15 10 5 0

OLDEST BRAND HIGH QUALITY RELIABILITY PRICE DISTRIBUTION OTHER

We already saw how much famous Bisleri is? This might be due to various reasons so we asked people to tell us the reasons they think for such high popularity of Bisleri.

The options available were:  OLDEST BRAND  HIGH QUALITY  RELIABILITY  PRICE  DISTRIBUTION To this majority (nearly 70%) said that the main reason to success and popularity is Bisleri being the oldest market player. The early mover advantage has helped Bisleri to become popular in market. But one should not only think that this is the only sole reason for the brand popularity of Bisleri. Also other factors have a significant role to play. It is the quality of Bisleri along with reasonable pricing that has helped Bisleri keep up its head in

36

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. market as the most popular brand in its category. The sample did not forget these points and have rated them without any bias.

Price Vs Quality: PRICES Vs QUALITY VERY HIGHLY PRICED HIGHLY PRICED

37

0 VERY LOW PRICED

LOWLY PRICED

4 AFFORDAB LE

4 HIGHLY PRICED

5 VERY HIGHLY PRICED

40 30 20 10 0

AFFORDABLE LOWLY PRICED VERY LOWLY PRICED

IT us usually found that customers want high quality. At the same time the companies want higher returns. This war of quality and price is never ending. To add to this many corporate say, “A GOOD PRODUCT COSTS A BIT MORE” It seems that Bisleri is well aware of this fact and has priced its product at such a price that customers get the best product at their affordable price. It is found that74% think that Bisleri matches up with the price it charges and is affordable. It is only 10% who think that Bisleri is very highly priced and other 8% join hands with it.we also have 8% who feel it is lowly priced.

37

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND LOYALTY: IT IS EASIER TO KEEP OLD CUSTOMER RATHER TO ATTRACT NEW ONES. “I WONT BUY ANY OTHER PRODUCT” SAYS THE CUSTOMER.

38

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Brand Loyalty: Will you shift from current brand to any lowly priced

brand?

BRAND LOYALTY 30 25 20 15 10 5 0 STRONGLY AGREE

STRONGLY AGREE AGREE DISAGREE STRONGLY DISAGREE DISAGREE

UNDECIDED

UNDECIDED

Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand. It represents a barrier to entry, a basis for a price premium, and time to respond to competitive innovations The Brand Loyalty can be described as the protection of a brand, seeing that a high degree of loyalty secures an important and continuous cash flow. A lack of brand loyalty implies that a brand depends entirely on its potential for attracting new clients,

39

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Which usually means that the PLC is fairly short. Moreover, it is known that it is cheaper to keep existing clients than to attract new clients, which means that brand loyalty directly influences the cost-effectiveness of a brand.

Price Premium: A basic indicator of loyalty is the amount a customer will pay for a product in comparison to other comparable products. A price premium can be determined by simply asking consumers how much more they would be willing to pay for the brand. Such price measures--focus on a brand's ability to command a higher price or make consumers less sensitive to price increases than price increases for competing brands. Similarly, the brand's ability to make customers less sensitive to the decrease in price of other brands. This indirectly means smaller rate of BRAND SHIFT.

Customer Satisfaction and retention: A direct measure of customer satisfaction can be applied to existing customers. The focus can be the last use experience or simply the use experience from the customer's view. This ultimately results in longer period of usage of the brand, which is able to provide optimum satisfaction.

40

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND SHIFTING

41

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND SHIFTING: If a user is attracted towards another brand offering the same benefits at lower costs, it indicated low level of loyalty towards the brand, since the customer does not has a binding with the brand and thus easily switches to another. Thus, consumers were questioned whether they would shift to another brand offering same benefits at cheaper price. It is not only price that Bisleri is down on for keeping its customers. But instead people think that it is not worth shifting to other brands. If other reduces the price still people want to stick to Bisleri. This shows high percentage of brand loyalty towards Bisleri. Bisleri has 27/50loyal customers.

If any brand increases the pack size at the same price. Will you shift? PACK SIZE AND BRAND LOYALTY 25 20

SURELY

15

MAYBE

10

UNDICIDED

5

NO

0 SURELY

MAYBE

UNDICIDED

NO

Price and pack size are the two main aspects, which influence brand loyalty. It is either low price or the larger pack size at the same price that makes the difference and induces the customer to shift brands. We saw that Bisleri has very high brand loyalty of 52%. In case of comparing brand loyalty against pack size still 50% of the people think that it is not worth skipping their favorite brand-Bisleri. This shows that brand loyalty for Bisleri on both the fronts is very high and Bisleri is leading on both the fronts. 42

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

PACKAGING RATING 25 20 15

EXCELLENT GOOD

10

AVERAGE BAD

5 0 EXCELLENT

UNACCEPTABLE BAD

Moving down to packaging rating the break-away seal of Bisleri assures its customers safety also majority of the people think that this break away seal of Bisleri assures quality product and from the viewpoint of Bisleri it assures them no duplicate or refilled water is sold in the market on their brand name basis. It is the various sizes packaging that suits every segment of the market.466% of the consumers of Bisleri are very much satisfied with the quality and have rated it excellent whereas 44% rate it as good and average. At Bisleri they give special emphasize on packaging and see to it that no duplication of what so ever nature is possible.

43

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Too many players will dilute the market & the profit margin

INFLUENCE OF ADVERTISEMENT DIKAO PE MAT JAO APNI AKAL LAGAO. ADVERTISEMENT IS INVESTMENT AND NOT A COST FACTOR. DEKHETE REHE JAO GE……

44

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

ADVERTISING: RATING OF BISLERI ADS 25 20

EXCELLENT

15

GOOD

10

BORING

5

BAD

0 EXCELLENT

GOOD

BORING

BAD

Advertising has long been considered the main aspect for building brands. The players in the bottled water market have been doing great deal of efforts in these regards. Thereby, the respondents were asked whether they had seen the ads of their brands. All the replies were positive, which shows that every brand is, has been using one or the other medium to create identity and awareness through advertising. Another aspect, which is important, is choice of media. Posters and hoarding form a small part of the media split. Other media include handbills and danglers. The sample was asked to rate the ads of Bisleri. It has been found that many do not like the ads of Bisleri. It is majority of the elder section, which does not like the ads. Many also say that the Bisleri ads are vulgar in nature. But Bisleri thinks that for targeting the youth and making them buy their product these kinds of ads do make an impact. Bisleri basically advertises using TV and hoardings as media.

45

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Advertising is any paid form of non-personal presentation & promotion of ideas, goods or services by an identified sponsor. Modes of advertising:  Newspapers, billboards, glow signs, banners, inflatable etc.  TV.  Mails.  Radio.  Magazines.  Yellow pages.  Newslette. s Brochures.  Telephone.  Internet.

46

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND PERSONALITY A STRONG BRAND OWNS A POSITION IN CUSTOMERS MIND……………. IF IT DOESN’T HAVE UNIQUENESS, IT BECOMES A COMMODITY.

47

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BRAND PERSONALITY: Do you think people pick up Bisleri just on its brand name?

BRAND PERSONALITY OF BISLERI 40 35 36 30 25 20 15 10 6 5 0 STRONGLY AGREE

STRONGLY AGREE AGREE

4

3

1

STRONGLY DISAGREE

DISAGREE STRONGLY DISAGREE NEITHER AGREE NOR DISAGREE

A strong brand owns a position in the consumers’ mind. If it doesn't have uniqueness, it becomes a commodity. Consumers attach certain subjective and emotional attachments, which form a part of the brand equity. These associations together form a brand 'personality', which suggests situations and customers for whom a particular brand is suitable. A brand’s personality thus embodies all the benefits it has to offer over and above its functional purpose. Discovering this personality and conveying it to your target market is vital. The audience needs to bond with the brand.

Brand Personality: This element is based on the brand-as-person perspective. For some brands, the brand personality can provide links to the brands emotional and selfexpressive benefits. May it be first time consumer or occasional user or even a regular one Bisleri today is placed such that people have full confidence in it and are picking up Bisleri just upon its brand name?

48

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

PERFORMANCE: Another aspect of the brand personality would be, whether it has been successful in fulfilling the perceived benefits for the consumers. This means that whether the brand is an ideal one to support the perceived expectations of the consumers. To rate this aspect, the users were asked to rate the performance of Bisleri. 39 out of the total 50 users have been able to fulfil their perceived benefits through the brand and have thus rated it to be excellent. This shows that Bisleri’s personality has been of a TRUSTWORTHY BRAND, fulfilling the customer expectations.

In this competitive stage of business it is very much essential to maintain a very well developed distribution network. Bisleri knows this fact and is also very good at it’s distribution. It has well maintained distribution channels. Bisleri ensures that their product is sold in each and every nook and corner. Although other competitors of Bisleri, especially Kinley has started blocking the distribution chain of Bisleri but Bisleri is no way down and still Bisleri is available to people whenever and wherever they want it.

49

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

SWOT analysis of the packaged water industry STRENGTH The industry is growing @ 40%. In India the market is huge & untapped Growing awareness among the people about the importance of mineral water

WEAKNESS Many players entering in the race. Any local person can start manufacturing. Rural population is not using the packaged water. Not very economical Quality not properly maintained e.g. Bisleri & hence has bad effect on the whole

OPPORTUNITY Sustained Market growth increase in coming years Literacy rate growing and hence the awareness of safe drinking water to avoid the diseases. Huge population & untapped market. 

THREAT Many substitutes available

50

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Consumer Habits and Practices



Consumers are growing more health conscious and are more careful of their drinking habits.



Brand loyalty is very low as all the products taste the same so they can buy just any product which is on the shelf, same as that of soft drinks and fruit beverages.



Availability in the chilled form and brand awareness plays a crucial role in purchase decisions.

 While there is no aversion to consumption of mineral water by any age group, this product is mainly consumed by the people in the age group of 20-35 years who have less attraction of soft drinks or other synthetic drinks whereas youngsters look in for soft drinks and fruit beverages to quench their thirst.



Visibility is another factor that should be taken care of by the companies as consumers are not very brand loyal and consume whatever is in front of them

51

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Conclusion and Recommendations AT LAST BUT OF HIGH IMPORTANCE. MY PERSONAL COMMENTS.

52

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

CONCLUSION It is very clear from the information that it is not at all easy to build up a brand and keep it going in the competitive world of today. But India’s one of the greatest brandsBISLERI has kept up it brand name since years. It is just a fraction of their sales, which they spend it on their ads and promotions. As against ads they at Bisleri think and have also proved that distribution give much better results. The botteled water industry is a big vast and fast growing industry. The number of players is increasing day by day. Also the controversy of labelling mineral water as botteled water had created problems in the industry. Inspire of all these problems Bisleri – the market leader of the industry, has kept itself intact as it was. It is not at all easy to keep doing so well sine its inception .it is only “THE ART OF SUCCESSFUL BRANDING” which has helped Bisleri to retain its market leadership with 45% of market share. Although Bisleri got the advantage of early move in the market, we have ample of examples of companies in other industry who were the first ones to enter but have failed. Retaing the market power is the main aspect, which can be done only through successful branding. It is very much essential to build up a strong brand from the start. Bisleri did the same. It had created a powerful brand right from the word “go”. Bisleri from the start had created a brand image of its own different from its parent company- PARLE. It is till date that majority of the people are unaware of the fact that Bisleri is a PARLE product. Majority of them are of the view that Bisleri is All together a different company Bisleri has setup up itself today as a brand, which has coincided with the word “BOTTLED WATER”. It has become such that people refer mineral water as Bisleri. This can be clearly seen on the roadside shops where an ignorant customer tells to the shopkeeper “Ek

Bisleri De Naa” instead of “Ek mineral water de Naa”.

This is called ”THE ART OF SUCCESSFUL BRANDING”.

53

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

After seeing the different sales trends and market shares graphs, one can easily derive that at present the foreign brands like Kinley & Aquafina are sharing equally the market share and the Indian companies like Bisleri & Bailey who used to show a good market share have surely come down as the modern marketing skills and technologies used by Coke & Pepsi have covered the large part of the market. After the cola wars now as Manikchand has entered in the ongoing water war. With Manikchand, HLL and Nestle entering the industry with its excellent marketing staff, latest technology & the financial strength I can see the shares of Kinley & Bisleri going down & these gaints becoming the future leaders after three yrs from launch.

54

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

RECOMMENDATIONS Emerging today as the leader of the industry is no Childs job. It requires high dedication to the market and the customers. Although Bisleri has developed as the market leader but it has started facing various problems in recent times. The first one undoubtedly is the problem of ADVERTISEMENT. People think that these ads of Bisleri are very bad and boring. Also some of are the view that these ads are vulgar in nature. The elder sections of people are against the ads and also say that these should not be allowed. Bisleri on the other hand says to promote your product to young and teens you require this type of strategy only. The teens are very much attracted towards theses ads. Bisleri thinks that it is only because of this that their larger target customers are young, youth, and teens. Bisleri should stop thinking on this line instead develop a new advertising strategy which can be liked by all the section of society. It should not forget that teens are not only their target customers instead they are also catering to elder segment of people. It is not only through these types of ads that a youth customer can be attracted but there are also many other ways. The second thing to worry is about its distribution chain been hampered by other companies i.e. their competitors especially Kinley. Kinley is trying to push up its sales through catching up and interfering within the distribution chain of Bisleri. Bisleri should take this seriously and try its maximum to not to allow Kinley to get into its distribution chain and hamper it. Bisleri should try to retain its chain by offering high margins than before.

55

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

 ANNEXTURES ……… Something more. 

PROMOTIONS



ARTICLES



QUESTIONNAIRE

56

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

ADDS & PROMOTION

57

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

INTERVIEW The Millennium Brand: The Bisleri Story (Article No. 1) Sulekha Kadapa-Bose meets Ramesh Chauhan, CEO, Parle Exports who has made Bisleri a fact of life for Indians, a generic brand in a market crowded with bottled water. This is an excerpt from the interview. The first thing he realized was that for any product to be successful, the distribution system had to be really good. No amount of advertising would help if the product were not available on demand.

58

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. "I saw to it that each and every customer of the country offered Bisleri to those wanting to purchase bottled water," explained Chauhan on how he succeeded in making Bisleri a generic brand of bottled water. "It’s just a coincidence that we were at the right place at the right time. We were the first to market bottled water in a totally virgin market and naturally people associated our brand with bottled water. Now we are more then ten steps ahead of our immediate competitors. We will definitely endeavor to widen the gap with our competitors," Chauhan explains. Chauhan is also set to change the one obstacle that was in the way of making Bisleri as the product of the millennium - the disposal of used plastic bottles. No doubt those bottles are of very good quality, but how many can one store at home! "We have already started planning for the process of recycling these bottles for manufacturing different products. We will collect the bottles from various places, crush them, and cart them back to our manufacturing unit where the pieces will be shredded and made either into ropes or something else." - The above news clip is an extract from an interview published in the Economic Times Special Report.

59

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

ECONOMIC TIMES ARTICLE NO. 2 Marketing / Ramesh Chauhan - “The man who sells brands, not just products” FEW people would recall, perhaps even like to, that the Bisleri water served at their weddings was gratis. That’s right, desperate to enter the retail segment, Bisleri executives used to descend on the homes of people about to get married, and offer them several cases of Bisleri water, to serve to the elders of the family — they did this for close to three years. “Show me a wedding today even in small towns that doesn’t serve you some form of mineral water,” says a proud Ramesh Chauhan, who came up with this idea to energies a stagnating brand, a year or so after he sold his best-selling Thums Up and Limca brands to Coke for a cool $60 million. Today, Bisleri is India’s best-selling bottled water, with an annual growth upwards of 100 per cent and, once again, top global majors are at Chauhan’s doors, trying to buy up a piece of the action. Don’t be fooled by Chauhan’s diminutive personality. It’s a razor-sharp brain in there which has enabled him to create top-selling brands from almost scratch — it was their inability to significantly grow even the brands he sold them, that has seen four Coke chiefs in India get their marching orders in the last eight years. “How do you find buyers, my friends ask me,” Chauhan jokes, “Since they also want to sell their companies.” ‘I don’t find buyers,’ is his stock reply, ‘I just happen to make products they want to buy.’ So how does he get into such businesses? Luck, savvy marketing, research, what? It clearly can’t be research since the man says he doesn’t trust it — remember the research, he tells you as if you really did, that said Hotshot cameras wouldn’t click, but see how well they did. And when you’re still figuring out what makes Chauhan click, he provides a clue. “Remember the booming sales of soda water at Mumbai railway station in the late 80s and 90s? All that people wanted was cheap but clean water, and that is exactly what we’re giving them, minus the gas which no one wanted anyway.” It’s that ability of association, rather than structured market research that Chauhan uses to sharpen his marketing focus, to decide the products he wants to promote, and often even how this is to be done. But if Bisleri’s doing so well, shouldn’t other luxury products be doing well too? And why is it that even after around a decade of being here, neither Coke nor Pepsi are

60

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING. profitable? At its earlier price of Rs 12 a litre in the early 90s, Chauhan concedes, it was perhaps a luxury. But today, at Rs 6 a litre in a 5-litre pack and Rs 2.5 in a 20-litre pack, he asserts, Bisleri water’s hardly a luxury anymore. That, in fact, is Chauhan’s real problem about the Cokes and Pepsis of the world — despite all the money they’ve spent, they haven’t grown the market. Very large sums have been spent on advertising (Bisleri spends less than 2 per cent of its turnover on ads), but that doesn’t create markets says India’s Mr. Brand. You have to spend on distribution, to create a supply chain, and smart ads on TV are a complete waste, he says disdainfully. Fountain Pepsi had a great opportunity to lower prices — there’s no bottling cost, no excise — but what did it do? It was priced at the same as the bottle, and today who buys the fountain stuff anymore? And then, perhaps just to gently remind you why he’s the ace marketer, Chauhan begins dissecting his own strategy to popularise Bisleri through 20-lite packs. “These works well in the west where you most people have cars, but in India, how will the servant carry a 20 litre-pack from the market? Perhaps a 12-litre pack like they have in Pakistan...” Of course, Chauhan wants everyone to know, it’s not as if he moved from one success to another — Limca was around for over 20 years before he sold it to Coke, and Thums Up for around 15. Bisleri, as a brand, has also been around for 15 years, though it’s only been around seven years since Chauhan’s been really trying to make it grow. Buoyed by Limca’s success in the early 70s, Chauhan introduced Pepino (partly to sound like Pepsi and partly to sound high-fashion Italian!), which bombed.

61

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Questionnaire 1. Sexuality Male

Female

2. Age Group 11-15

16-20

21- 25

26-30

31-35

36-40

41 and above. 3. Do you drink Mineral Water? Yes

No

4. What do you prefer when you travel? Carry your own water bottle Drink water anywhere available Sometimes have mineral water Always have mineral water 5. How frequently do you have mineral water? Daily

Twice a Week

Weekly

Monthly

Quarterly

Very Rarely

Fortnightly

6. Which brand comes to your mind first when you hear the word mineral water? _____________________________________ 62

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

7. Which other brands of mineral water are you aware in the market? _______________________________________ 8. What do you say to the shopkeeper when you purchase mineral water? Ek Bisleri De Naa

Ek mineral water de naa

Other

_________________ 9. Which brand of mineral water do you prefer? BISLERI 10.

Bailley

AquaFina

Kinley

Others

What do you think of purity aspect of BISLERI? Excellent

Good

Average

Bad

Unacceptable

11.

Why do you think that Bisleri is so popular today? Oldest Brand of mineral water Reliability

Price

High Quality

Distribution

63

Other

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

12. What do you think of pricing of Bisleri against its quality? Very highly priced Lowly Priced

Highly Priced

Affordable

Very Low Priced

13. Will you shift from current brand to any lowly priced brand? Strongly Agree Agree Disagree Strongly disagree

Undecided

14. If any brand increases the pack size at the same price. Will you shift? Surely

Maybe

Undecided

No

15. How do you rate the packaging of Bisleri? Excellent

Good

Average

Bad

16. How do you rate Bisleri Ads? Excellent

Good

Boring

Bad

Other

17.What do you think of ‘Play Safe’ campaign? ____________________________________ 18.Do you think people pick up Bisleri just on its brand name?

64

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

Strongly Agree

Agree

Disagree

Strongly disagree

Neither Agree Nor Disagree

19.What do you think of distribution of BISLERI? Excellent

Good

Average

Bad

Very Bad

20. What are your suggestions for Bisleri? _______________________________________

65

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

BIBLIOGRAPHY ………….THE SEARCH ENGINE.

WITH THE HELP OF………

66

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

REFERENCE BOOKS 

Brand Management (The Indian Context) -YLR. Moorthy



Behind Powerful Brands (From strategy to campaign) John Philip Jones)



Marketing Management -Philip Kotler



Building customer loyalty -Ian Linton



Whets in a Brand? (Building brand equity through advertising) -John Philip Jones



Managing Indian Brands (Marketing concepts and strategies) - Neelangam



Buying Research - Mukesh Chaturvedi



24 Keys to a successful Brand - Jagdish Kapoor



Marketing in India Case Study-Positioning of Trust Toothpaste

67

STUDY ON BISLERI -AN ART OF SUCCESSFUL BRANDING.

NEWSPAPERS 

Economic Times - Brand Equity



Business Standards

MAGAZINES 

A& M



Business Today



Business World

INTERNET 

www.indiainflo.com



www.Brandaid.com



www.managementfirst.com



www.bisleriwater.com

68