Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Published by: Amity Research Centers
Published in: 2018

Abstract

In April 2018, Bisleri International Pvt Ltd (Bisleri) launched Bisleri Fonzo, a unique fruit based drink with fizz to allure the Indian health conscious youth. Such launch came at the time when the Indian soft drinks industry was expected to grow 28-30% for the coming 30 years. But, the sale of carbonated drinks was declining as the Indian consumers were moving towards healthy drinks. Seeing the shifting consumer trend, lot many launches had taken place in the market focusing on healthy beverage products and the industry was expected to grow at a steady pace. Coca-Cola, PepsiCo India, Dabur India Limited, Parle Agro and Narang Beverages had already started offering healthy drinks in the market. During such development, Government of India had also made regulations regarding 10% juice content in the soft drinks. Bisleri was a pioneer and household name in the Indian bottled water industry, and as a part of its expansion strategy, it entered into the soft drinks segment with 'Bisleri Fonzo' keeping in mind the health conscious consumers. Bisleri Fonzo focused on providing health benefits of fruit juice and the fun with the fizz and was targeting both the segment; one who loved fizz and one who focused on health at the same time. Fonzo was supported by 'Integrated Marketing Campaign' across India, to penetrate the masses. Had Bisleri taken the right step to foray into the soft drink segment again to gain back the image of 'Gold Spot'? With the Bisleri Fonzo, would Bisleri be able to snatch a piece of the soft drinks market share and would it be able to allure the youth of India?
Location:
Other setting(s):
2018

About

Abstract

In April 2018, Bisleri International Pvt Ltd (Bisleri) launched Bisleri Fonzo, a unique fruit based drink with fizz to allure the Indian health conscious youth. Such launch came at the time when the Indian soft drinks industry was expected to grow 28-30% for the coming 30 years. But, the sale of carbonated drinks was declining as the Indian consumers were moving towards healthy drinks. Seeing the shifting consumer trend, lot many launches had taken place in the market focusing on healthy beverage products and the industry was expected to grow at a steady pace. Coca-Cola, PepsiCo India, Dabur India Limited, Parle Agro and Narang Beverages had already started offering healthy drinks in the market. During such development, Government of India had also made regulations regarding 10% juice content in the soft drinks. Bisleri was a pioneer and household name in the Indian bottled water industry, and as a part of its expansion strategy, it entered into the soft drinks segment with 'Bisleri Fonzo' keeping in mind the health conscious consumers. Bisleri Fonzo focused on providing health benefits of fruit juice and the fun with the fizz and was targeting both the segment; one who loved fizz and one who focused on health at the same time. Fonzo was supported by 'Integrated Marketing Campaign' across India, to penetrate the masses. Had Bisleri taken the right step to foray into the soft drink segment again to gain back the image of 'Gold Spot'? With the Bisleri Fonzo, would Bisleri be able to snatch a piece of the soft drinks market share and would it be able to allure the youth of India?

Settings

Location:
Other setting(s):
2018

Related