3/23/2021 0 Comments An eventful journey- Mapping the growth of one of India's leading mineral water brandsBisleri is one of the leading mineral water brands in India that has come a long way from its inception. In the year 1949, Parle Group was founded by the late Shri Jyantilal Chauhan. There was a time when every Nukkad had emerging local players, trying to achieve big in “Free India”. The brand started in the soft drink segment which became the base for the upcoming Bisleri mineral water segment.
In the year 1965, Bisleri was launched by Ramesh Chauhan in Mumbai. He saw the potential Bisleri had in the market as a separate category, thus he bought Bisleri Ltd. from Signor Felice Bisleri in 1969. Bisleri came into being from the Angelica spring of Nocera Umbra town. The mineral water brand was launched in India when people did not know they needed it. You can say that Chauhan made a bold move by launching a mineral water brand in the country, especially during a time when it had no market. It was a big challenge to make people buy packaged water when people were habituated to carry water from home. Bottled water is both healthy and convenient. Bisleri became one of the biggest mineral water brands in India with time. Bisleri’s focuses on marketing the brand to the masses. By the year 1990, Bisleri had a 70% market share in the mineral water industry. The marketing strategy of Bisleri was “There is only one Bisleri”. Bisleri focused on advertising safe and pure drinking water. In the 1990s, the tagline was rolled out in print and outdoor media. The mineral water company explored electronic media to advertise its philosophy and reinforce the message of “purity and safety”. Ambience S’Arcy conceptualized the campaign to highlight the seal and create that is tamper-proof. This would build trust in the minds of the consumers towards the product. As per the ICMR India blogs, Bisleri is the only mineral water brand in India that guarantees complete safety and purity. The breakaway seal ensured safety along with highlighting that conventional sealed bottles were recyclable and thus, could also be refilled. In the year 1991, the company introduced an economy pack, Bisleri 20 litre for offices and homes. The introduction of the economy pack was a big move that boosted the growth of the mineral water brand. Its trendy packaging and manufacturing were closely observed as per the market requirements. In the year 2000, the company introduced a 1.2-litre pack at Rs. 12 and targeted making the product available to the working population. It offered 5-pack sizes in 500 ml, 01, 02, 05, and 20 litres capacity. After other brands in the market started claiming to be safe and pure, Bisleri had to make changes to its campaign. Parle shifted its focus to create something new and exciting for its consumers. In the year 2000, the packaging was given a fun twist by adding a lady’s body covered with a Bisleri bottle that read “Play Safe on the bottle”. In the year 2006, Bisleri changed its label from blue to green. The aqua green colour was chosen to set apart Bisleri from other brands. The colour had a message of global interest in the green earth concept and ecology. It was the first global mineral water company to have introduced a breakaway seal in 1997. It was also the first to launch the convenient 500 ml pack size mineral water bottle. In 2011, the brand donned a fresh look, reinforcing the values of pure and safe to help the sales team. It changed to the value “Stay Protected”. The brand also experimented with different flavours of mineral water to keep the taste and fun up to date. In the year 2020, it launched the home delivery service, for which online order can be placed.
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