Abstract

The case talks about the various marketing strategies adopted by Parle Bisleri Ltd. to arrest the sliding market share of its branded water brand—Bisleri. Bisleri mineral water was the market leader in the early 1990s. The brand started losing its share due to increased competition and the entry of multinationals such as Coke and Pepsi into the market. Bisleri tried to regain its share by repositioning its brand. The case discusses in detail the ad campaigns and other marketing strategies used by Bisleri to reposition the brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Competition and strategies in the branded water market in India.

Keywords

Marketing strategies, Parle Bisleri Ltd., sliding, market share, branded water, Bisleri, increased competition, Coke, Pepsi, repositioning, reposition