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Sandeep Kumar
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assignment on BISLERI - December 18th, 2008

Interim Report on Packaged Bisleri Drinking Water
Submitted by:- Submitted to:-
Group-11 Shubhra bahal








TABLE OF CONTENTS
1. Interim Report on Packaged Bisleri Drinking Water 3

2. Packaged Drinking Water by Bisleri 4
2.1 Introduction 4
2.2 Origin 5

2.3 Bisleri Today 6

2.4 Products 7

2.5 Changes in Bisleri 12

Annexure-1-Format for online order 15

Annexure-2-Bisleri Product Range 16

Annexure-3-Logo Makeover 17



1. Interim Report on Packaged Bisleri Drinking Water
1.1 Introduction:
This is an overall study of the Packaged Drinking Water of Bisleri India Ltd.

1.2 Objectives:
The study has been undertaken to get an exposure of the history & the marketing strategy for promoting Bisleri products.

1.3 Methodology:
Conducting personal interview with all the functional manager departmental head, sales executives & Collect the various data required to the study from the retail shops & Internet.













2. Packaged Drinking Water by Bisleri

2.1 Introduction:

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently it has 8 plants & 11 franchisees all over India. It has presence covering the entire span of India. It commands a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that it pioneered bottled water in India, has made it synonymous to Mineral water & a household name.

It has developed 8 unique pack sizes to suit the need of every individual. It is present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in its effort to bring something refreshingly new, it has introduced Bisleri Natural Mountain Water - water brought from the foothills of the mountains situated in Himachal Pradesh. Hence its product range now comprises of two variants: Bisleri with added minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonised & finally packed for consumption. . Rigorous R&D & stringent quality controls has made it the market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants.

In its endeavor to maintain strict quality controls each unit purchases performs & caps only from approved vendors. It produces its own bottles in-house. It has recently procured the latest world class state of the art machineries that put it at par with International standards. This has not only helped it improve packaging quality but has also reduced raw material wastage & doubled production capacity.





2.2 Origin:

2.2.1Genesis

The name that epitomizes mineral water today was first introduced in Mumbai in the early 60's. In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of selling bottled water in India. His company Bisleri Ltd. offered mineral water in two variants - bubbly and still.
In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in glass bottles under the brand name 'Bisleri'. In due course Parle switched over to PVC non-returnable bottles and finally advanced to PET containers.

2.2.2 Expansion

Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone significant expansion in their operations. The company has witnessed an exponential growth with their turnover multiplying more than twenty times in a short span of 10 years. The average growth rate over this period has been around 40% with Bisleri enjoying more than 60% of the market share in the organized mineral water segment.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up 4 new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it was the pioneers of the bottled water industry in India has made it synonymous to Mineral water and a household name. So naturally 'When you think of bottled water, you think Bisleri'.

2.2.3 Commitment

It is the commitment of Bisleri to offer every Individual pure & clean drinking water. Rigorous Research and Development and stringent quality controls have made it market leaders in the bottled water segment. Bisleri has always been committed to offering every Individual pure and clean drinking water. Hence Bisleri water is put through multiple stages of purification, ozonisation and is hygienically packed for final consumption.

To maintain strict quality controls in every unit, we not only purchase caps from approved vendors, it also manufactures its own bottles, in-house. To be at par with International standards, it has recently procured the latest state-of-the-art machinery which has not only helped it improve packaging quality but has also reduced raw material wastage and doubled production capacity.



2.3 Bisleri Today

The consumer today enjoys the sweet and pure taste of Bisleri mineral water. However in an effort to offer something special to its loyal consumers it has recently introduced Bisleri Natural Mountain Water - water brought to you from the foothills of the mountains situated in Himachal Pradesh. This newly launched offering has widened its product range to two variants: Bisleri with added minerals and Bisleri Mountain Water.

Bisleriís Vision

Its vision is to be the dominant player in the branded water business where the second player is less than 20% of its business.

Bisleriís Mission

It is in the business to serve the customer. He is the most important person. He is the only one who pays. He deserves the best quality and presentation at a worth of the price. It must have world class quality, at the lowest production & distribution cost. This will make it an unbeatable leader, and will have satisfied loyal customers.

Bisleriís values

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness & Transparency.





















2.4 Products
Bisleri values their customers & therefore have developed 8 unique pack sizes to suit the need of every individual. They presently have 250ml cups, 250ml bottles, 500ml, 1L, 1.5L and 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.

2.4.1 Bisleri with added Minerals
Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times.

2.4.2Bisleri Mountain Water

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy capable of taking you back to nature. Bisleri Natural Water is bottled in its two plants in Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.
2.4.3 Himalayan Water
The water that almost descends from the Gods:

The Himalayas, the abode of the Gods, where the earth meets the heavens and where in lies nature's untouched bounty. White glaciers, snow-capped mountains and a plethora of exotic herbs and other flora that have therapeutic properties. This is where you'll find a treasure trove of hidden natural spring water that flows through natural purifying filters, mineral rich rocks and herbs from which it absorbs many healing properties. We bottle this pristine spring water directly at source, at the foothills of the Himalayas.

And now the customers, will get every drop of purity, right here, in this bottle. Bisleri Mountain Water is available in 500ml. bottles & 1 litre bottles.





2.4.1 Mineral Water
Bisleri with Added Minerals :

This product is bottled drinking water at its best. Bisleri with added minerals has a TDS count (total dissolved solids count) of approximately 100. It contains minerals such as magnesium sulphate and potassium bicarbonate which are essential minerals for healthy living. They not only maintain the pH balance of the body but also help in keeping you fit and energetic at all times.

Bisleri with added minerals is also put through multiple stages of purification to ensure the elimination of all forms of bacteria. This makes the water you drink completely safe to consume. Bisleri with added minerals is available in 250ml cups, 250ml bottles, 500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and 20 litre cans.
Purification
Every drop of Bisleri water is purified as per international standards to ensure that Bisleri experience always remains pure and satisfying for longer. The following is a brief understanding of the water treatment process.

CHLORINATION:
Kills micro organisms. Remove organic matter.

ARKAL FILTER:
Removes suspended matter and turbidity.

CARBON FILTER:
Removes residual chlorine & odours

REVERSE OSMOSIS:
Removes organic material. Controls total dissolved solids in the water.

ADDITION OF MINERALS:
For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION:
Additional safety measures to guarantee purity.

OZONATION:
Ensures water remains bacteria free for longer life.
Product Range 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are the returnable packs.
2.4.2 Mountain Water
For over 30 years, Bisleri has been the pioneer in the bottled water industry with its innovations and an eye for perfection. And ever since it was established in 1969, Bisleri has constantly searched for inspiration in nature.

This search has now led us to the new Natural Mountain Water. Inspired by nature, it comes to you from a pristine source situated in the beautiful and scenic mountains of Northern India.

Natural Mountain Water resonates with the energy and vibrancy of health and well-being. It is packed with the goodness of nature's minerals which will refresh customers senses and rejuvenate him.
Natural Source
HYDROLOGICAL CONDITION & GENESIS REPORT OF RUDRAPUR

Ground Water Conditions (non policy)

The water contained in deeper aquifers (water bearing zones) are under hydraulic pressure. Due to high piezometric head and recharge area being at higher elevation, the wells are under artesian conditions and it makes the water to flow freely without pumping i.e. under automatic conditions. Auto-flow of the tube well is 10,000 liters per hour (167 liters per minute). However on pumping it yield 20,000 liters per hour.

The plant area falls within the spring line. Artesian conditions are confirmed to the Tarai zone, south of the spring line. Confined aquifers occur where ground water is confined under pressure, being overlain by relatively impermeable strata. In a well, penetrating such an aquifer, the water will rise above the bottom of the confining bed. If the water level rises above the top of the confining layer, above the ground surface, free flowing/auto flow conditions results.

Hydrological Setup

There are plenty of moist and water logged areas around the spring line particularly during monsoon season. The sand and gravel associated with the finer fraction are the major aquifers in this zone. These are generally in continuity and are recharged through them by downward percolation and consequent lateral outflow within the zone.

The plant area falls within the spring line. Artesian conditions are confirmed to the Tarai zone, south of the spring line. Confined aquifers occur where ground water is confined under pressure, being overlain by relatively impermeable strata. In a well, penetrating such an aquifer, the water will rise above the bottom of the confining bed. If the water level rises above the top of the confining layer, above the ground surface, free flowing/auto flow conditions results.

Genesis

The origin of natural mineral water proposed to be drawn from the aquifer at a depth ranging from the aquifer at a depth ranging from 62.50 m to 79.30 m below ground level is meteoric. Ground water movement is through sediments comprised of sand, gravel, pebble & boulder of quartzites, which act as natural and most hygienic filters. The coarser sediments (sand & gravel) occur alternating with clay beds, which act as natural caps. Since the material (sand & gravel) water bearing zones which have been tapped in the tube well are composed of quartzites which contains mainly Sio2, hence there are no chances of mixing any constituents with the ground water. In view of the above the quality of water is also not likely to be changed on pumping and with seasonal changes. The aquifers, which have been tapped, are under artesian conditions and water flows automatically.
Packaging
The most critical aspect of the bottling process that sets us apart from the rest of the industry is the fact that the bottles remain untouched right through the rinsing, filling, capping and labeling operations.

Filling

Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of the RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which means that every bottle is held by the neck automatically while being inverted, rinsed and sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-inverted and transferred to the filler. At the filler these bottles are straightened up and gradually lifted to the filling valves which open only when a bottle is placed under them. Filling is then done systematically through gravity.

Capping

After the filling process the bottles are then transferred to the capping section. Here ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our water is ozonated all product contact parts are of 316L grade stainless steel and the rubber parts are of EPDM. (All components are water lubricated above the table top.)



Labeling

From the capping section the bottles are directly sent to the labeling section. All Bisleri bottles are labeled on a hot melt reel feed BOPP labeling machine. This machine allows each individual bottles to be spaced out and fed to the labeling station where precisely cut labels with a strip of hot melt glue at the leading and trailing edge, get rolled around the bottle. These labels are fed into the machine in a roll form too.

Quality Check

From here on, the bottles go through an online check where qualified personnel inspect each bottle for any leaks or breakages. They are then packed into sturdy cartons which are dispatched to the market by our fleet of trucks.













2.5 Changes in Bisleri
Kinley moved it off the no1 slot a couple of years ago, but Bisleri brand recalls the eyebrow-raising- the 38 years old brand is still genetic to bottled water in India, which is worth Rs 1000-1200 crores. And that is in spite of more than 1200 bottled water factories and 10 brands scampering for the share of 1800-crore bottled water market.

Still, 100 competitors mean it canít sit back and relax, even if the market is surging ahead at 40 % a year; it needs to keep up the buzz around its brand. Which is why in October last year, Parle Bisleri changed the looks and feel of its flagship product (Annexure-3), introduced a new variant (natural mountain water) and announced its plan to launch the brand in U.S- a huge market for designer water. Bisleri has ambitious plans to invest 220 crore in its new variant, manufacturing plants and distribution: it will invest Rs 100 crore- funded through internal accruals- in the natural mountain water business, including Rs 40 crore for two plants in Uttaranchal and Himachal Pradesh, and Rs 60 crore for infrastructural development- increasing the existing manufacturing facility as well as widening the distribution network.

Over the next two years the company will also spend Rs 60 crores on aggressive marketing. It also plans to launch branded ice and flavored and vitamin-enriched water.

To be sure, the changes are noteworthy. For decades now, Bisleri has been sold in conical bottles- a legacy from the 1960s when the water was sold in glass beer bottles. Although it switched to pets in 1980s, the shape did not change. Instead the company has added some more shapes: conical one-litre bottles, hexagonal half litre ones and rectangular two-litre bottles. Now, both regular bottles and the mountain water are sold in the streamlined, round shape, ubiquitous blue of the logo has given way to the more international looking aqua green.

The changes are already bearing the results- apparently; sales are up 50 % on a month- month basis. Equally importantly, the packaging changes have helped Parle Bisleri shave cost. Earlier, fixing labels on differently shaped bottles- specially the ones that are tapered at the neck- was difficult and time consuming. Labeling round bottles has increased the speed 10 times. 8 months ago, the company also launched the prototypes of a rounded bottle with slightly wider necks (ďAlaska neckĒ, in industry terminology). The change in design meant using 2 Ė 3 grams less of plastic in every bottle, which added up to annual saving of 3 crores.

Even the new label helped the company to cut costs- by up to Rs 6 crore a year. The earlier shrink labels have been replaced with one made of superior biaxially-oriented polypropylene film that can not only take more colours, but cost half of shrink labels. Bisleri is hoping the new bottle design will help improve the output as well. Earlier, the quality of the bottles was not consistent- some were thicker than others, some were bent around the bottom and so on. All this hampered the first half of 2007.

The aqua green is representative of freshness and health two qualities associated with water. The changed colour scheme also helps the brand stand out in a sea of almost uniformly blue toned bottles of water, the colour that was brought into India by Bisleri.

The extension into mountain water, though, has taken some market watchers by surprise, especially since it carries the same brand name. While building a new brand from scratch would have meant huge cost for the company (perhaps upto half the present turnover of the company), the opportunity it afforded worth been investment.
There is another potential problem from the new launch- it looks the same with the original version, has the same brand name, and is just another type of water- but cost Rs 8 more. Isnít there a risk in that strategy of confusing customer who may think there retailer is trying to rip them of?

Looking at the label closely, it can be seen the mountain water bottles do show a mountain in the green label background and also clearly states what kind of water is it, with the cap bearing the same image .Even the creates for the new variant looks different because of the clear image of mountains on them.

Natural mineral water is a very niche category at present, accounting for just 2-5 % of the packaged water industry. Still, Bisleri will have to deal with entrenched competition- Himalaya and Catch have been present in this category for some time now. And Bisleri is prepared for a battle. In November, it kicked off high-decibel print, outdoor and television campaign, anchored by Ambience. The company has been targeting malls, multiplex, five star hotels and premium restaurants to stock the variants in the bid to reach out its target customer-affluent, urban and health conscious.

It is entering a generation that is more concerned about health and wellness than ever before. Bisleri is optimistic about success of its venture. It is counting on natural water sales crossing rupees 200 crores in the next two years.
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MP welcomes you sandeep.1987 - December 18th, 2008

Hello sandeep.1987, welcome to MP ..

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Re: assignment on BISLERI - February 13th, 2009

Great post Sandeep. Really helpful information on Bisleri. Wonder if I can find some similar information on Parle Bailley
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Re: assignment on BISLERI - January 5th, 2011

hi
this tanuj nd i would like to thank u alot for this report and hopefully u will b of great help in future
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Re: assignment on BISLERI - June 30th, 2015

There are already myriads of notes have been uploaded but, i would just like to share the irony news related to government officers and bisleri. Mantralaya consumed Rs 4.6 lakh on Bisleri when water from corporation can be bought for just Rs 171. Anil Galgali, a Mumbai based activist had filed an RTI query with the state government seeking to know about how many bottles of bisleri bottle is consumed. In response to his query, J M Salvi, General Manager and Public Information Officer of the Mantralaya Canteen informed Galgali that between December 2014 and April 2015, a total of 83,628 'Bisleri' bottles of water were purchased at a cost of Rs 4,66,019.
"At a time when the state is reeling under severe drought, and the citizens are craving for even single drop of water, people who are supposed to be the sevaks (servants) of citizens are indulging in wasteful expenditure by consuming mineral water," Galgali said in his letter to Chief Minister Devendra Fadnavis.

This is where we live!!!!
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