Company Name: Bisleri International Pvt. Ltd.
Founder: Signor Felice Bisleri
Parle’s Bisleri holds the maximum market share of the drinking water industry by approximately 36%, followed by Kinley and others. Bisleri is one of the top-notch beverage brands that are manufactured and traded in India and few other countries.
Bisleri has a wide range of products starting from packaged drinking water of numerous sizes, soft drinks, to soda and other range of beverages.
How It All Started
The brand Bisleri has been originated all the way from a town Nocera Umbra, Italy. In 1965, Felice Bisleri launched his idea of selling packaged water in Mumbai, India. There he met Parle’s founder Shri Jayantilal Chauhan who had started manufacturing soft drinks in India since 1949.
He appreciated the idea of selling packaged drinking water and bought the company, Bisleri, 1969. Initially, it started selling the product in glass bottles with the brand name ‘Bisleri’. Later the company switched over non-returnable PVC bottles and then even later, it finally upgraded to PET bottles.
Back in 1995, Ramesh J. Chauhan expanded the operation of Bisleri and in 2003; it declared its venture to Europe and acquired all of its shares. According to the provided information on the official website of Bisleri, they have mentioned the company uses 10 million liters of reserved water of rain. It is not just an initiative but also a reflection of the company’s outlook in terms of people, products, and profitability.
After the acquisition of Bisleri by Parle, in 1971 the company launched its first product, Limca, a flavored carbonated drink which’s name was derived from a Hindi phrase “Nimbu-ka’. Later in 1974, it launched one of its most successful brands Maaza, a mango drink. Then in 1978, the company came up with a cola-based drink ‘Thums-Up’ and marketed and sold these products successfully.
Later in 1991, with the growing demand for packaged water the company launched the economical pack Bisleri 20 Litre for house and office purposes. Then in the year 2000, it launched 1.2-litre pack ‘Bada Bisleri’ which was followed by the innovation of the packaging and design of the bottle in 2006. This step was undertaking to differentiate the company’s product from emerging competitors.
In the same year, Bisleri launched its ‘Natural Mountain Water from the Himalayas’. In 2009 and 2010, the company launched limited edition packs targeting festive season and cricket enthusiasts. The company launched its first energy drink, Urzza in 2014 and in 2016 it launched a series of which includes Spyci, Pina Colada, Limonata, Fonzo. Last year Bisleri launched Fonzo, another beverage which is actually a fusion of fizz and mango.
Bisleri’s Marketing Strategy and Interesting reason behind its success
Product Strategy of Bisleri
With growing capital and demand the company has come with new products over years. Bisleri started off with their packaged water brand which successfully ran and gave scope to the launch of many other products in the line. Bisleri’s main product, packaged water has gone through many changes and variations.
Later the company introduced beverages such as carbonated and non-carbonated soft drinks, energy drinks, soda, icebox etc. Bisleri is also known to offer high-quality facial wipes.
Pricing Strategy of Bisleri
Bisleri aims at producing safe and affordable products and make it available to the people. The price of Bisleri’s packaged water is comparable with its competitors. The different pricing strategy has been used for the package of larger volume, which means, the larger the volume the lesser the price. Considering a specific region, if the price of the 1-litre bottle is Rs 20, 2 liters bottle costs Rs 30.
On the other hand, the company also uses location pricing technique which means that in certain places such as theaters, restaurant, and mall, the price of the products are comparatively higher than that from a normal retailer.
Positioning Strategy of Bisleri
Since from the year of its acquisition in 1965, the company has been growing and scattering its reach across every single region of the country. However, not all of its products are available in all regions. The brand Vedica is only sold in every region apart from Eastern India.
The series of packaged water is being penetrated into the smallest villages of India. The brand is sold among more than 200,000 licensed retail outlets. The company’s logistics system has 2000+ truck which distributes the product in different cities of the country.
Promotional Strategy of Bisleri
Bisleri is a direct brand and product and being water the source of life, the company targets all people across different income group. The company promotes its brand and products through conventional and emerging mediums of advertising.
The promotional mix of Bisleri also includes personal selling, sales promotions, public relations, and media publication. In short, it has promoted its brand in almost all the available platforms starting from billboards to YouTube commercials. It has also run several ad campaigns to depict its purity and authenticity.
Being one of the oldest brands, Bisleri has widely promoted their products through all the mediums and had launched ad campaigns, few of which are stated below:
‘Har Pani ki bottle Bisleri Nahi’
India’s most trusted packaged water brand has recently launched its ad campaign ‘Har Pani ki bottle Bisleri Nahi’ which denotes not every bottled water is of Bisleri’s. The objective of this ad campaign was to directly insist the consumer to choose Bisleri by cleverly dominating other competitor’s brands.
‘One Nation One Water’
In the year 2017, the company had launched a series of packaged with the labeling of a different language. This initiative was taken to connect with people from the different region and indirectly encourage then to purchase Bisleri.
In conclusion, it can be denoted that Bisleri is one of the leading companies in India, which was an Italian company but was bought by Parle later in 1969. It has acquired its position by making persistent adoption and making changes in the strategies.
It launched new products that kept the consumers engaged, efficiently priced the products determining the affordability of its targeted audience. Additional the company adapted effective and efficient promotional techniques to encourage people to opt for their brand.