Product details

The case talks about the various marketing strategies adopted by Parle Bisleri Ltd to arrest the sliding market share of its branded water brand - Bisleri. Bisleri mineral water was the market leader in the early 1990s. The brand started losing its share due to increased competition and the entry of multinationals such as Coke and Pepsi into the market. Bisleri tried to regain its share by repositioning its brand. The case discusses in detail the ad campaigns and other marketing strategies used by Bisleri to reposition the brand. The case is expected to help students understand and analyse the following points: (1) the competition in the branded water market in India and the various strategies used by the different players to grab market share; (2) the marketing strategies of Bisleri; (3) whether the strategies adopted by Bisleri would help the company increase its market share; (4) whether Bisleri would be able to achieve its ambitious target of a Rs 10 billion turnover by 2003; and (5) how the entry of Pepsi and Coca-Cola into the branded water market would affect Bisleri''s performance. The case is intended for MBA/PGDBM level students as a part of the marketing curriculum.