Marketing strategies of bisleri - Essay Example

Apparel bought over Visible (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the brand name ‘Visible’. Later Apparel switched over to PVC non-returnable bottles & finally advanced to PET containers. Since 1995 Mr.. Rammers J. Chuan has started expanding Visible operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. As of 23 October 2012, Visible has 18 plants, 13 franchisees & 58 contract packers all over India..

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We have our presence covering the entire span of India.. We command a 60% market share of the organized market. Overwhelming popularity of ‘Visible’ & the fact that we pioneered bottled water in India, has made us synonymous to Mineral water & a household name. When you think of bottled water, you think Visible. We at Visible value our customers & therefore have developed 8 unique pack sizes to suit the need of every individual. We are present in mall cups, mall bottles, mall, IL, 1 . AL, and AL which are the non-returnable packs & AL, ALL which re the returnable packs.

Till date the Indian consumer has been offered Visible water, however in our effort to bring to you something refreshingly new, we have introduced Visible Natural Mountain Water – water brought to you from the foothills of the mountains situated in Himalaya Pradesh. It is our commitment to offer every Indian pure & clean drinking water. Visible Water is put through multiple stages of purification, simonized & finally packed for consumption.. Rigorous R&D & stringent quality controls has made us a market leader in the bottled water segment. Strict hygiene conditions are maintained in all plants.

In our endeavor to maintain strict quality controls each unit purchases performs & caps only from approved vendors. We produce our own bottles in-house. We have recently procured the latest world class state of the art machineries that put us at par with International standards. Material wastage & doubled production capacity. You can be rest assured that you are drinking safe & pure water when you consume Visible. Visible is free of impurities & 100% safe. Enjoy the sweet taste of purity: The Visible bottled water range comprises the conventional 500 ml, one liter, 1. Liters and two liters bottles; five liters and 20 liters Jars for the home segment, and smaller packs sizes of 250 ml cups and 330 ml bottles, though in very limited numbers for now. Among all pack sizes the brand straddles, it is the one-liters non-returnable bottles priced at RSI 10 each, and the 20-liter Jars for RSI 40 aimed at the home segment that are Beguiler’s bestsellers at present. While the 20-liter Jar comprises about 40 per cent of overall Visible sales, the one-liter bottles account for approximately 25 per cent brand sales.

The main source of water is bore wells from where they get thee water. Then the raw materials required for the bottle is PET I. E. Poly ethylene transplantable. There are 250 workers working in Iambi and 3000 all over India. The production process adopted by Visible is batch production. The time taken to fill one bottle is approximately 5 minutes. The workers work in 3 shifts which comprises of 60-70 workers per shift. The maintenance of the machines is done every month and every 45 days there is sanitation and cleaning of the machine.