Bisleri SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 87
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SWOT Analysis of Bisleri with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bisleri

Parent Company

Parle

Category

Water

Sector

Food & Beverages

Tagline/ Slogan

One Nation One Water; Jaise Aap Vaisi Aapki Bisleri; With Added Minerals

USP

Largest Water brand in India which promises purity

Bisleri STP

Segment

For all people seeking hygienic drinking water

Target Group

Age Groups (10-80) middle and upper class

Positioning

High quality water with rigorous testing to ensure purity

Bisleri SWOT Analysis

Strengths

1. Bisleri is India's largest packaged water brand with more than 30% market share

2. It has an excellent distribution channel and availability

3. Bisleri comes from the house of Parle which has a very positive brand image and legacy in India

4. Parle has re-entered the soft drinks market with Bisleri Umbrella brand with new offerings such as Fonzo, Spyci

5. Bisleri brand is a generic brand in India for packaged drinking water

6. Parle bought Bisleri in 1969 from an Italian called Signor Felice Bisleri who launched Packaged water in India in 1965

7. Bisleri has share of its sales from its innovative 20 Ltr package which was launched in 1991

8. It is offered in multiple SKUs from 250 ml to to 20 L

Weaknesses

1. Bisleri brand may get diluted with soft drinks being launched under its name

2. Counterfeit brands are easily available in market as Bisleri is a generic brand

3. High price of packaged water

Opportunities

1. It should Leverage its parent brand Parle

2. Bisleri needs to concentrate more on innovation in water segment e.g. Vedica brand

3. Bisleri should consolidate market and have partnerships with local manufacturers and brands

4. Bisleri can launch variants of its water focused on fitness market e.g. with added electrolytes etc which can be targeted to gyms and fitness centres

5. There should be innovation in packaging

Threats

1. Threat from other branded packaged water

2. Lot of campaigning against packaged water and plastic bottles

Bisleri Competition

Competitors

1. Aquafina

2. Kinley

3. Local or Private Water Brands


The brandguide table above concludes the Bisleri SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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