Signor Felice Bisleri, an Italian businessman, inventor, and chemist, founded Bisleri. Initially, he created Bisleri as an alcohol remedy consisting of Cinchona, herbs, and iron salts. In reality, Bisleri originated from a spring called Angelica located in the town of Nocera Umber.
Following Felice Bisleri’s death, the brand was introduced in Mumbai in 1965 and later acquired by Parle company in 1969 under the leadership of the Late Shri Jayantilal Chauhan. The company was later taken over by his son Ramesh Chauhan and today, Ramesh’s only daughter Jayanti Chauhan heads the company.
Bisleri’s Marketing Mix
Bisleri has managed to maintain its dominant position in the packaged drinking water industry with a market share of 36%, despite the growing competition. While the company has diversified its product line, its packaged drinking water remains its flagship offering. To keep its consumers satisfied and expand its customer base, Bisleri employs the 4Ps of marketing.
Bisleri’s marketing mix primarily revolves around its packaged drinking water. This product is available in various quantities, and return options are only available for 20L and 5L packs. In addition to packaged drinking water, Bisleri offers a range of other products. These include soda, which is carbonated water used for mixing drinks, medical, natural mountain water with detoxifying agents, pop, a carbonated soft drink available in four flavors, and urzza, a caffeine-free energy drink designed to stimulate the mind and combat fatigue.
Bisleri boasts a robust supply chain with a speedy distribution system. Despite having its headquarters in Mumbai, the company has established more than 15 manufacturing units across the country, enabling large-scale production. Additionally, its distribution network in the manufacturing cities facilitates easier access to products. Bisleri also owns a significant number of trucks, which ensures smooth and rapid transportation of its products.
Bisleri’s products are priced affordably and offer greater quantities at a lower cost. The company utilizes a location-based pricing strategy, where the cost of its products may vary depending on the sales outlet. For instance, Bisleri products sold in restaurants, theatres, and other similar establishments are typically priced higher than those sold in retail shops.
Bisleri employs various promotional activities, including advertising on television, print media, personal selling, and the usage of billboards, posters, and hoardings. The brand also has a comprehensive website that details its diverse range of products. The popular one-liner, “Bisleri is veri veri extraordinari,” from the company’s first advertisement, has caught the attention of a significant number of consumers. Bisleri’s various campaigns have given the brand a considerable amount of exposure. Some notable campaigns include “one nation, one water,” which involved labeling in different languages to connect with people from diverse regions, and “Har Pani ki bottle Bisleri Nahi,” which promotes the idea that not all water is pure and hygienic like Bisleri.
Bisleri’s latest ads feature Badal, the camel, and his thirsty rider searching for a shopkeeper to purchase a bottle of Bisleri water. However, the shopkeeper offers the rider a local brand bottle of water, which Badal suggests may not be hygienic. Badal then guides the rider to a store that sells Bisleri water, and concludes by stating “Samajhdaar Bisleri Peete Hai.”
The “Samajhdaar Bisleri Peete Hai” campaign is a comprehensive and integrated initiative by Bisleri aimed at distinguishing the brand from its competitors in the industry while reinforcing the brand’s trustworthiness. Additionally, Bisleri has introduced a service called Bisleri@doorstep, which was especially beneficial to people during the COVID pandemic.
The campaign and in particular the character Badal has garnered immense love from the audiences.
Bisleri’s remarkable progress from 1969 to 2023 is evident in its expanding customer base and its ability to remain a leader in the industry. The brand’s success can be attributed to its engaging and on-point marketing techniques and consistent delivery of high-quality and affordable products.