Reinventing Bisleri


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.


Case Details:

Price:

Case Code : MKTG020 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 7 Pages
Period : 1990 -2001
Pub Date : 2002
Teaching Note : Available
Organization : Parle Bisleri Ltd, Coca Cola, Pepsi
Industry : Branded Water
Countries : India

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.

Issues:

The competition in the branded water market in India and the various strategies used by the different players to grab market share

Contents:

  Page No.
Introduction 1
Bisleri Feels The Heat 1
From "Pure and Safe" to "Play Safe" 4
Will Bisleri Ever Be A Rs. 10 Billion Brand? 5

Keywords:

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

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