Bottled Water

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Packaged Drinking Water : 

1 Packaged Drinking Water Prof. Ramanuj Majumdar IIM Calcutta Oct 26th 2006

Introduction : 

2 Introduction Phenomenal increase in demand for bottled water from just 2.0 mn cases in 1990-91 to 76 mn cases in 2004-05 Market growth rate of more than 20% a year Annual revenues of more than Rs 12 billion More than 180 brands in the unorganized sector. Per capita consumption (per year) of bottled water India - less than half a litre US - 45 litres France - 111 litres

Demand Drivers : 

3 Demand Drivers Tourism Emergence of BPO and call centers Growth in food industry Aquifer depletion Water pollution Awareness and standard of living

Segmentation : 

4 Segmentation Customers Individual buyer Bulk buyer Channel On-trade Off-trade

Trends : 

5 Trends Manufacturing and packaging New SKU’s such as cups Jumbo home pack with spout Core consumers Shift from 1 litre bottles to 20 litre pack Consolidation and expansion Coca Cola’s purchase of Good Water Parle investing Rs 2600 million in a new facility

Trends : 

6 Trends

Market Growth : 

7 Market Growth

Competitive Scenario : 

8 Competitive Scenario

Coca-Cola’s Kinley : 

9 Coca-Cola’s Kinley

Business Model : 

10 Business Model Contract packing deals struck throughout the country Large number of takeovers in the large metros to increase capacity Coca-Cola has 27 plants of which 8 are 100% owned by CCI, 5 are with franchisees and 14 are of co-packers Riding on the national Coca-Cola distribution network

Competitive Positioning : 

11 Competitive Positioning Kinley’s slogan, ‘boond boond mein vishwas’ Capitalized on the unreliability of ordinary piped drinking water Targeted towards families and homes

Parle’s Bisleri : 

12 Parle’s Bisleri

Business Model : 

13 Business Model Parle Bisleri had 25 bottling units, a fleet of 2000 vehicles and 120,000 retail outlets spread across the country. Dual distribution strategy - penetrating smaller, interior markets in rural India, and pushing the brand in newer territories and roadside stalls in the metros. Within the institutional segment, hotels, railway stations and government offices are being tapped with increased aggression now.

Competitive Positioning : 

14 Competitive Positioning Does not presently have the ability to compete against the multinationals on distribution or advertising. Instead developing the 20 litre bulk water business Tender-driven supply deals, which guarantee a certain volume off-take but do not necessarily deliver much value. Three strategies being followed: Strength distribution in rural areas and explore new territories Competitive pricing Innovative packaging Shifted from its initial “Pure and Safe” positioning to a new “Play Safe” positioning.

PepsiCo’s Aquafina : 

15 PepsiCo’s Aquafina

Business Model : 

16 Business Model Uses its distribution strength in carbonated brands to push its fruit juice brands as well as bottled water via the on-trade channel. Exclusive contracts with many outlets and clubs throughout the country.

Competitive Positioning : 

17 Competitive Positioning Pepsi is India's highest selling brand of carbonates, as well as the most popular soft drink overall. Strongly identified with energy and sports.

Parle Agro’s Bailley : 

18 Parle Agro’s Bailley

Business Model : 

19 Business Model Bailley’s price was higher than its competitors’ because it brings its products from outside the city, for which it has to pay an entry tax, the octroi. It has set up a PET plant in Silvassa, with an investment of Rs120 million. A new 30 mm exclusive neck for the PET bottles, which cannot easily be duplicated, in an effort to fight the counterfeit trade. It moved into bulk sales of 5 litres and 20 litres, with its biggest sales areas being water-starved cities such as Chennai in the South.

Competitive Positioning : 

20 Competitive Positioning The company re-launched Bailley in smaller bottles and pouches. Arrangements with Jet Airways to supply 200 ml bottles for the airline's in-flight customers. A 330 ml bottle, priced at Rs 5, is targeted at schoolchildren. A pouch of 200 ml priced at Re 1 is intended to introduce bottled water to the masses. A new value-added mineral water brand called Bailley Plus is to be launched soon.

New Entrants : 

21 New Entrants Kingfisher from United Breweries Ltd. McDowell’s No 1 mineral water from McDowell & Co Ltd. Indian Railway Catering and Tourism Corporation (IRCTC), a division of Indian railways, expanded the network of its own brand of bottled water, Rail Neer.

A Case Study : 

22 A Case Study Brands launched Premium upmarket brands The internationally renowned Perrier The sparkling mineral water brand, San Pellegrino Pure Life, the mass market bottled water brand Initially positioned on the purity plank and targeted at ‘family’ Modified later and repositioned on the ‘stay active and fitness’ platform Priced at Rs 12 (higher than Kinley and Aquafina) Portfolio taken off market in 2003 – Why? Inadequate distribution infrastructure Poor returns due to low margins

Critical Success Factors : 

23 Critical Success Factors Sales and distribution No. of channels Influence over channel members Cost control Value proposition Marketing budgets Scale and size Economies of scale Bargaining power Innovative packaging Quality standards of product

Slide 24: 

24 No, Break now!