Bisleri Bottled Water

Marketing Problem

Exploring gaps (latent or otherwise) to create a brand and price value for a freely available commodity- water

Research Problems/ Objectives

1. Finding and tapping the need gap for bottled water 2. Zeroing in on the primary as well as the secondary target segments 3. Possible entry strategies in a nascent industry

Research plan

Stage 1: Secondary research

• Water supply and quality of water across the various States • Information on the sanitation and other facilities • Understanding the growth of health mindedness among people • Regulatory policies and practices • Data on acceptance of ‘want’ products (cool drinks, other forms of colored water) • Bottled water- growth and category information o Players, category penetration, category growth and development, roadblocks and supports • Background information on the Competition o Company history and verticals it exists in o Reason for entering the bottled water market o Market strategy –price, distribution, etc o Brand growth and market share data o Positioning, target audience, media selection • Category mapping • Market sizing and segmentation basis o Water quality and conditions o Health consciousness o Tourism o Weather factors – dry, arid and humid regions

Stage 2: Primary research

• Methodology: Focus Group discussions o Men and Women o Age 16 to 45 years

Probe areas

• Health- meaning, importance and aspects of • Role of each element that constitutes health • Role and importance of water in daily life • Quality of water they experience in the various areas – home, office, while traveling, restaurants • Difference between safe and pure water • Importance attached to drinking safe water • Importance attached to drinking pure water • Methods they employ to ‘purify/ make safe’ their water • Significance of each method • Acceptance of ‘purchasing safe / pure’ water • Their interaction with bottled water o When did they buy o Reason to buy o Experience • Competition check o Bisleri- equity and their interaction with the consumer o XYZ- equity and their interaction with the consumer • Category mapping for the various players • BLC equity o Current existing market equity and interaction with the bottled water market o Values that can be borrowed to extend to safe/pure water o Values to be brought in • Areas of dissonance (among management) with their current practices and methods for ensuring safe/ pure water • Extras that are required by them to differentiate the BLC ‘safe / pure water’ from the brands already available

Research matrix

Group 1: working males, married with kids, age 30 to 45 years Group 2: working males, unmarried, age 25 to 30 years Group 3: Housewives, married with kids, age 25 to 35 years Group 4: Working women, age 25 to 35 years Group 5: Health conscious men, age 25 to 30 years Group 6: Health conscious women, age 25 to 30 years Group 7: College kids, male and female, age 15 to 25 years