Reinventing Bisleri


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Case Details:

Case Code : MKTG020
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

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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.

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Excerpts

From "Pure and Safe" to "Play Safe"

In the late 1990s, Parle Bisleri launched an ad campaign to create a distinct brand image—'There is just one Bisleri.' Hoardings and point-of-sale promotion material backed an aggressive print-and-TV campaign, and every interaction with the consumer was used as an opportunity to reinforce the message that Bisleri was "pure and safe."

The entire campaign was built around the tamper proof seals. The campaign focused on the safety provided by the "breakaway" seal, by illustrating the ease with which conventionally sealed bottles could be refilled and recycled. Said Ashok Kurien, CEO, Ambience D'Arcy, Bisleri's ad agency, "Our objective with the campaign was to highlight the tamper-proof seal and create doubt in the consumer's mind of the purity of the other brands. That is, Bisleri is the only one that guarantees purity." In 2000, in the face of competition from the new entrants, Bisleri decided to penetrate every possible segment of the market by introducing more pack sizes and to establish the brand strongly with trendy packaging...

Will Bisleri Ever Be A Rs. 10 Billion Brand?

Parle Bisleri's aggressive marketing was aimed at making Bisleri a Rs 10 billion brand by 2003. However, new entrants into the branded water market like Pepsi and Coca-Cola were equally aggressive in marketing their brands. In August 2001, Kinley launched an ad campaign with the tag line Boond boond mein vishwas (Trust in every drop).

The ad focussed on trust in relationships. The 40 second commercial opens in a rural setting, showing cracked earth and a young boy waiting for rain. A Kinley truck arrives and sprinkles water all over. The boy's face breaks into a smile. The ad also shows a father running behind his son's school truck to hand over a Kinley bottle.

Commenting on the ad, Pandrang Row, executive creative director, McCann-Erickson, Kinley's ad agency said, "We were trying to show images where people had to trust the water they were drinking, or giving their children. Kinley is the water you use when you need to be able to trust what you're drinking or giving someone to drink."...

 

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