Bisleri vs Aquafina - 3562 Words

An Interim Project Report On A Comparative Study of B2B Marketing Strategies Of Bisleri and Aquafina (Industry: Packaged Drinking Water) Submitted to Andal Amisetti Adjunct Professor IMT Hyderabad By Rohit Goyal Ruhi Gupta Gaurav Surana Ankur Sharman Shashwat Parth Gupta 1. INTRODUCTION The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking water started in 1950s. The trend of having mineral water gained grounds in the market. Now around 100 companies sell an estimated 424 million liters of bottled water valued at around Rs. 200 crores in the country annually. Since ancient time people have used water from mineral springs, especially hot springs, for bathing due to†¦show more content†¦* PFA and BIS lays standard for metals like lead, mercury, arsenic, aluminum and barium. Environmental * The use of Plastic for bottled water increases environmental pollution. * The increase in consumption of bottled water causes depletion of valuable fossil fuels. 4. INDUSTRY ANALYSIS (PORTER’S FIVE FORCE MODEL) a) Determinants of entry As the Packed bottled water is growing at the rate of 19% in India and is expected to grow from 8000 crores to 10000 crores by 2013 it is the most lucrative and fastest growing sector currently. The market capitalization is 50-50 i.e. 50% by organised players and 50% by unorganised players. There are more than 200 players in the segment: 1- High demand sector. 2- Unorganised labour requirement. 3- Absolute Cost Advantage. 4- Low switching cost. 5- Recession proof industry. b) Determinants of rivalry The rivalry is not only among the top and the organised players in the sector but also among the unorganised players who are weak in brand identity. The major reasons are * Distribution channels * Retailer’s shelf space * Price * Flexible packaging of the water to suite the purchasing power of the consumer. c) Bargaining power of buyers The bargaining power of the buyers is very high in the B2C and the B2B segment because of the number of players present in the market. d) Bargaining power of suppliers- The bargaining power of the supplier of the