Blogs Posted on 2024-09-14

Bisleri Extreme Marketing Strategy That No One Can Think About

When you're feeling extremely thirsty, most people reach for either beverages or water, with 70% considering water the best option. Bisleri has become synonymous with purity, recognized as one of the world's original mineral water brands. Initially established in Italy, Bisleri expanded its operations to Mumbai, offering a ten-step purification and mineralization process, adding essential minerals like potassium and magnesium to enhance taste. Beyond just water, Bisleri has expanded its product line to include drinks like Mango Juice, Spicy Cola, Soda, and Lemonade.

The Origin of Bisleri  

Founded by Italian businessman, inventor, and chemist Signor Felice Bisleri, the brand began with a very different vision. Born on November 30, 1851, in Verolanuova, Bisleri originally created a medicinal tonic made from Cinchona, herbs, and iron salts. The brand’s name traces back to a spring in the Italian town of Nocera Umbra called Angelica. After Felice’s passing, Bisleri shifted its focus from Europe to India in 1965. By 1969, Parle, under the leadership of the late Shri Jayantilal Chauhan, took control of the brand in Mumbai, setting the stage for Bisleri’s rise in India.

Growth in India  

The real expansion began after 1969 when Parle and Bisleri worked together to introduce various products to the Indian market, including beverages, soft drinks, and soda. The company became a household name, eventually making strides to extend its reach internationally. One of the key innovations during this period was the development of both carbonated and non-carbonated mineral water, increasing the availability of bottled water across India. In the 1980s, Bisleri made the switch from PVC packaging to PET bottles, aligning with eco-friendly practices while maintaining product integrity. With its affordable and convenient bottled water options, Bisleri became a trusted name across generations of Indian consumers.

The Brand's Expansion  

As the demand for clean and pure drinking water grew, Bisleri rose to meet the challenge. Extracting water may be simple, but ensuring its purity is essential. Today, Bisleri is a go-to brand for many, trusted for its high standards. Over the years, the company introduced a wide range of products, including the now-iconic green label, introduced in 2006 to differentiate itself from competitors. 

Financial Success  

The company has grown significantly, with its estimated net worth standing at ₹3,000 crore. Bisleri's annual growth rate has surged by 40%, with daily sales reportedly reaching 15 million bottles worldwide. This rapid expansion has led to Bisleri establishing 104 branches, not only across India but also in neighboring countries. The company has even set up plants in Singapore and Japan, with plans to further extend into countries like Sri Lanka, Bangladesh, and parts of the Middle East. However, expansion into global markets has been slowed due to the need for sufficient manpower.

Marketing Strategy  

Despite increasing competition in the bottled water market, Bisleri maintains a dominant position, holding a 36% market share. The company employs a variety of marketing tactics to stay ahead, utilizing the "4P's of Marketing" to satisfy its consumers.

Product Strategy: Bisleri’s core product is its packaged drinking water, available in various sizes. The brand also offers products like soda (carbonated water for mixed drinks), Vedica (natural mountain water with detoxifying properties), and POP (a carbonated soft drink in four flavors). URZZA, their caffeine-free energy drink, aims to help consumers fight fatigue.

Pricing Strategy: Bisleri offers affordable products and uses a location-based pricing model. For example, Bisleri products sold in places like restaurants and theaters are typically priced higher than those in retail shops.

Place & Distribution Strategy: The company has a robust supply chain, with over 15 manufacturing units spread across the country, ensuring widespread availability of its products. Bisleri also owns a large fleet of trucks, facilitating efficient distribution.

Promotion Strategy: Bisleri employs various promotional strategies, including television and print advertisements, billboards, and personal selling. Its iconic campaign tagline, "Bisleri is veri veri extraordinari," remains etched in consumer minds. Bisleri’s marketing efforts also include initiatives like "One Nation, One Water," which featured labeling in multiple regional languages to foster a deeper connection with consumers across India. Another campaign, "Har Pani Ki Bottle Bisleri Nahi," reinforced the idea that not all bottled water meets the purity and safety standards of Bisleri.

In Summary

Bisleri’s journey from Italy to India has been one of evolution and adaptation. From its early beginnings as a medicinal tonic to becoming a leader in the bottled water industry, Bisleri continues to grow and innovate while staying true to its core value—providing safe, affordable, and high-quality drinking water.