Bisleri Marketing Mix (4Ps) Strategy

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Marketing Mix of Bisleri analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Bisleri marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Bisleri Marketing Mix:

Product:

Bisleri is a packaged drinking water based out of India. Customer satisfaction and delight are the main goals of Bisleri while complying to quality, value and innovation. The main product in its marketing mix is its drinking water, and it's many variations. Other products include Vedica, Soda, Urzza, Pop. Bisleri is a mountain mineral water and it is available in range of pack size from 250 ml to 20 L. Out of all these packs, only 5L and 20 L packs are returnable. Vedica is procured from underground streams traversing the bedrock and hence fortified with silica and free from and microbial contamination. Higher pH of Vedica helps in acid neutralization and detoxification. Bisleri Soda is carbonated water and used as an ingredient for preparing combination drinks. Urzza is caffeine free energy drink fortified with essential vitamins. Pop is soft drink with four innovative flavors; Lemonata, Pina Colada, Fonzo and Spyci, launched in 2016. Bisleri also has range of non-consumable products in the basket. Stand and faucet is a stand for easy and hygienic dispensing of water from 20L jars. Ice box is compact light weight icebox made of durable plastic for domestic and commercial utility. Chotu cool is innovative portable chargeable cooler. Bisleri also has high quantity facial wipes on offer.


Image: company website


Price:

Bisleri vision is making clean and affordable drinking water available to people. Keeping with the vision, Price of Bisleri products is comparable to its competitors Bailey, Aquafina, Kinley. Also, the pricing in its marketing mix is dependent on package volume with lower rate for larger volume packs. There is locational pricing of the products depending on where they are sold. It is charged more in restaurants, movie theaters as compared to the retailors. The price of Vedic is more than simple Bisleri water as it is in premium range products of Bisleri. It is charged at 30 Rs. Per litre, more than the Bisleri, but lower than foreign brands like Perrier or Evian. Pop are charged at the rate of Rs. 10 for 200ml bottle and Rs. 15 for 300 ml bottle and Rs. 20 for 250 ml can. The non-food supporting products of Bisleri are charged higher than the comparable products in the market; price of Stand and faucet is Rs.1500 while that of ice box is Rs. 2500.


Place:

Bisleri was launched in Mumbai in 1965. Its corporate office is located in Mumbai. Later it was acquired by Parle. Vedica is an exclusive product and available in North, West and South India only. It is available in retail stores, restaurants, movie theaters, school-college canteens. In india it is available in more than 200000 outlets. Thus, Bisleri has thoroughly penetrated the market in all the regions and made it available. Bisleri has developed very strong supply chain and distribution system. Bisleri has more than 15 manufacturing plants spread across country. The company has its own network of distribution wherever they have manufacturing plants. This allows seamless and controlled distribution of products. To distribute the product, company has 2000+ trucks running on the rods and distributing safe water. Pop is launched across India in different cities. Through monitoring system, Bisleri notices the weakness in distribution channel and improves upon it as they did in case of Southern region.


Promotion:

Bisleri is a core product and targets public. The promotional activities target print media (newspapers, brochures) digital media like television, radio and YouTube commercials. The marketing campaign of Bisleri is wide and includes personal selling, specific advertising in various media public relation and sale promotion. To increase the visibility of brand, it is made ubiquitous and can be seen on hoardings, vehicles like trucks, taxis, billboards, and in the form of posters in the retail outlets. One of the remarkable campaign of Bisleri was ‘Pure and safe’ followed by ‘Play Safe’ campaign. The later included many captivating ads to trap the attention of youngsters. Other memorable campaigns of Bisleri include ‘The sweet taste of purity’, ‘Bisleri the Mountain water’. The first Bisleri advertise was in print media with the punch-line of ‘Biasleri is veri veri extraordinari’ to capture the consumer. Bisleri has through website including all brand related information, product range and contact details. Hence this concludes the marketing mix of Bisleri.


About Bisleri:

Bisleri is a pioneer brand of mineral water in Indian market. The brand has such a high reach in all segments that it is synonymous with bottled water. Bisleri holds 40% market share in bottled water market in India.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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