Bisleri International: UK Market Entry and Expansion Strategy Report

This report, addressed to Mr. Ramesh Chauhan, Chairman of Bisleri International, evaluates the potential for Bisleri's market entry into the UK bottled water market. It begins with an executive summary and proceeds with a macro analysis, including political, economic, and social factors (PESTEL analysis), highlighting opportunities for market expansion. A micro analysis considers competitors and consumers within the UK. The report then delves into segmentation, targeting, and positioning (STP) strategies, along with market entry strategies, including white label solutions and direct brand entry. It also examines the marketing mix (4Ps) of Bisleri in the context of the UK market, and concludes with a reflection, conclusion, and references. The report emphasizes the importance of understanding consumer preferences and the competitive landscape to successfully introduce Bisleri's bottled water in the UK.

BPP Coursework Cover Sheet
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should be before the cover/title page of your submission.
Programme
Module name GLOBAL MARKETING AND SALES
Schedule Term Autumn 2019
Student Reference Number (SRN)
Report/Assignment Title BISLERI INTERATIONAL MARKETING AND SALES
Date of Submission(Please attach the
confirmation of any extension received)
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s
regulations on plagiarism and that this is my original
work, researched, undertaken, completed and submitted
in accordance with the requirements of BPP School of
Business and Technology.
The word count, excluding contents table, bibliography
and appendices, is 3998 words.
Student Reference Number: Date:
2nd January 2020
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published for a wider audience.
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GLOBAL MARKETING AND SALES
Coursework Assessment Brief
September Term 2019
Submission deadline:
Submission mode: Turnitin online access
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GLOBAL MARKETING AND SALES
Contents
EXECUTIVE SUMMARY........................................................................................................5
MACRO ANALYSIS ...............................................................................................................6
Micro analysis '...........................................................................................................................8
SEGMENTATION, TARGETING AND POSITIONING (STP) ..........................................11
MARKET ENTRY STRATEGY.............................................................................................16
MARKETING MIX OF BISLERI – THE 4 P’S OF BISLERI...............................................20
REFLECTION.........................................................................................................................24
CONCLUSION........................................................................................................................24
REFERENCES ........................................................................................................................26
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EXECUTIVE SUMMARY
Dear, Mr. Ramesh Chauhan , Chairman and Managing Director, Bisleri
International Pvt. Ltd, It’s an honour for me to address the potential market
Entry for Bisleri international ltd for your esteemed brand in UK . You had
been an inspiration and role model to the youngsters of India on your visionary
thinking, successful business model and being a successful entrepreneur from
India competing with global leaders like Aquafina and kinley. I hereby write
this report to you in a challenge to expand your business globally, as there is a
huge demand for bottled water across the European union. This report address
the global bottled water forecast, consumption of bottled water in uk, top brands
and their market share in uk, suggestion for market entry strategies and
successful theories to support the internationalisation of the brand. I hope you
will give your valuable time in reading this report, as I’m proud and glad to
research on Bisleri, a top Indian company in the bottled water segment who is a
pioneer in launch of bottled water in India. End users need in the bottled water
market has been extensively researched. One the strategic side of entering an
unknown market , I have adopted two entry mode strategies for bisleri to gain a
competitive market share one through a white label solution, after the success of
the first model, bisleri will be venturing with its own brand in uk. The reason to
select uk , as its a wealthy country, with virtually no people living on less than
£4 a day and 2% present of India population live in uk. I once again thank for
your time and patience to review the report and to your further notice we can
meet in person if you have a thought to promulgate your brand in uk .
MACRO ANALYSIS
Political factors: These are those factors which has direct impact on the
organisation as the government imposes various regulation that they have to
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comply with. The political condition in the country is quite stable which implies
that there will not be any significant changes in the policies of the government
in near future. This is an opportunity for Bisleri as they can formulate their
marketing and sales strategies which will not get affected due to political factors
in the near future. Along with this the policies of the country are relatively fair
in context of the inner working due to which the influence on the public within
the country is large. Also the government of UK is considered to be proactive as
they take into consideration the impact of business on the society and for this
they take impose various regulations on them which can affect the operations of
Bisleri (PESTEL analysis of the UK, 2017).
Economic factors: These are those factors which are based on the economic
condition of the country. The economy of UK is growing which implies that the
business will also grow significantly. The wage rate of the people in UK is
expected to increase in future due to which their expenditure will also increase.
It will have positive impact on the Bisleri as with this people can afford their
product. UK is considered to be a country which attracts foreign direct
investment easily due to which Bisleri can easily procure funds for
implementing their planned strategies. The GDP of the country is considered to
be 5th largest in the world and second in Europe due to which the spending of
the consumers on the purchase of better quality products is high while the the
minimum wage of the people are expected to be £8.21 per hour and it is
expected to increase in future and this is likely to be an opportunity for the
company to expand their market share. The current inflation rate is 1.7% as of
September 2019. It rose to 3.1% in November 2017. It is worth noting that the
Bank of England has set a 2% inflation target. It increased its key interest rate in
November 2017. The rate has gone up from 0.25% to 0.5% (BBC, 2017).
Social factors: The social factors include the consumer’s taste and preference
which has direct impact on the profitability of the company. The people of UK
are considered to be most influenced by the social class which has impact on
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their purchasing behaviour. They prefer to have food of better quality so that
they can maintain their standard of living. This offers an opportunity for Bisleri
to expand their market share in that country. Also the people of UK are
educated due to which they are health conscious which will lead to better sales
of the product as they will prefer to have their bottles. The UK has a major
consumer market. As indicated by the information discharged in August 2019
by the Office for National Statistics, the number of inhabitants in the UK was
66.4million in 2018. Births keep on dwarfing passings and the populace is
required to arrive at 74 million by 2039. The populace is getting more seasoned
too. In UK 18% of the people are aged 65 and above while 2.4% of the
employees within the country are aged 85 and above. This implies that the
people within the country are more health conscious as well as health system in
UK is also effective. It is an opportunity for Bisleri that they can efficiently
enter into the market (PESTEL analysis of the UK, 2017).
Conclusion: On the basis of this PESTLE analysis it can be analysed that the
Bisleri has opportunity to expand their market share and can enter into UK
market. This is because all the factors are in favour of them. While the impact
of changing technology can be managed by the company as this is necessary for
them to deal with the changing needs of the level of the competition. The
company also has to analyse various positive and negative impact of various
policies of UK as with the help of this they can make their policies of expansion
such as the taste and preference of the people of UK.
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Micro analysis '
With the help of micro analysis Bisleri can ensure that they have better strategy
as per their competence and capabilities (Cho, Bonn and Brymer, 2017). The
factors which musty be taken into consideration by Bisleri as their crucial micro
factors includes:
 Competitors: The competition level for the Bisleri is high as In Uk a
large number of company has been operating that offer packed water to
the customers. Various competitors includes Evian, Highland Spring,
Volvic, Buxton etc. with similar pricing strategy so that they can
efficiently target the customers. Due to this Bisleri has to enter into the
market with such a market strategy that can enable them in making the
customers comfortable with the offering of the competitors (Sheehan,
Grant and Garavan, 2018).
 Consumers: The consumers in UK are highly concerned for their health
and due to which they aim to have better quality products. With this they
can easily bring their product in market of UK through various marketing
strategy as their targeted customers prefers the product that they offer.
Analysis of Bottled water consumers in UK
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The present populace of the United Kingdom is 67,706,167 as of December
2019, in light of Worldometers elaboration of the most recent United Nations
data.The United Kingdom 2019 populace is evaluated at 67,530,172 individuals
at mid year as per UN information. The United Kingdom populace is equal to
0.88% of the all out total populace. 82.9 % of the populace is urban (56,012,276
individuals in 2019). The middle age in the United Kingdom is 40.1 years.
Uk Consumption of water drink by 7% to arrive at 4,267 million liters, as per
apex worldwide's 2019 water drinks report's Sale of plain filtered water in retail
packs expanded by 7.9% to 3.4bn liters. The top organizations selling mineral
water from uk is danone, which holds an overall position of #2 among plain
water bottle deals. The income from mineral water fares to china, Indonesia and
France accounted to euro 4.5 billion. Good country spring water stands second
in uk mineral water deals. 7.7 billion single-use plastic water bottles are
consumed in the UK every year, In 2017, 19% of the UK population drank
bottled water everyday (Mintel Bottled Water Report). In 2017, 76% of the
entire UK population used bottled water.
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SEGMENTATION, TARGETING AND POSITIONING (STP)
Bisleri’s Marketing Strategy and Interesting reason behind its success
Bisleri is the First Company in India to introduce bottled Mineral water,
history stands three decades back Powered by 125 plants, 3000 Distributors &
5000 distribution trucks across Republic of India. A symbol of goodness, trust
and purity, Bisleri has been a house name for many years. It’s the foremost
pure drinking water in Republic of India. Having a robust presence, with one
hundred twenty five operational plants (13 owned) and a robust distribution
network of 3000 Distributors & 5000 Distribution trucks across Republic of
India & neighbour countries, Bisleri stands faithful its promise of providing
safe, pure & healthy drinking water to customers for the last fifty years. Parle's
Bisleri holds the most extreme piece of the pie of the drinking water industry by
roughly 36%, trailed by Kinley and others. Bisleri is one of the first rate
refreshment marks that are made in India .
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Bisleri tries to draw attention on their brand across different state’s of india, by
locally marketing the labels of bottled water in their regional language of a
particular state. This acts a catalyst for a normal consumer to access the brand
easily in term of selection of bottled water. Labels were released in several local
languages like Hindi, Marathi, Gujarati, Punjabi, Tamil, Telugu, Assamese,
Malayalam, Kannada, Bengali, and Oriya across different SKUs.
Eco friendly bottles and eco-friendly environment has been a prime choice for
bisleri’s to create environmental awareness and boost it sales . To intensify the
brand presence and eco friendly bottles, bisleri had changed their bottle color
from blue to green being unique from their competitors.It was additionally in
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