Themes: Marketing Mix
Period : 1990-2001
Organization : Parle Bisleri Ltd, Coca Cola, Pepsi
Pub Date : 2002
Countries : India
Industry : Branded Water
- Business Today, September 16, 2001.
In the early 1990s, Parle Bisleri Ltd's (Parle Bisleri's) Bisleri1 had become synonymous with branded water and had a market share of 70%. In the late 1990s, Bisleri's market share began to erode with new players entering the market. The new players also positioned their products on the purity platform and Bisleri felt the need to differentiate itself from the crowd. In the late 1990s, Bisleri launched its Pure and Safe ad campaign to convince the consumers that it was the only pure and safe branded water in the market. However, in 2000-01, Bisleri faced another challenge. |
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In the early 1990s, the branded mineral water industry was worth Rs 3 billion, producing around 95 million litres in 1992. Parle Bisleri's Bisleri brand launched in 1971, was the leader with 70% market share. After 1993, the branded mineral water industry saw some hectic activity. On an average, every three months, a new brand was launched and another died.
In the late 1990s, many international brands were planning to enter the branded mineral water market. According to some analysts, the main reason for the boom in branded water was the fact that people were becoming more health and hygiene conscious. Branded mineral water which sold in only 60 towns in 1993, was available in 250 towns in 1997. In 1998, Bisleri's market share came down to 60%, while Parle Agro's3 Bailley had 20%. The remaining 20% was shared by regional players.
1] Bisleri owes its name to founder Felice Bisleri, an Italian entrepreneur. In 1967, Bisleri set up a plant in Mumbai for bottling and marketing mineral water, which failed. In 1969, Bisleri was sold out to Parle Exports which was later renamed as Parle Bisleri Ltd.
2] In September 2002, Rs 48 equalled 1 US $.
3] Prakash Chauhan, brother of Ramesh Chauhan, the CEO of Parle Bisleri, owned Parle Agro.