Case Study Bisleri

Case Study

Objective- Bisleri International was looking for expansion and that the

Company wanted to make a strong foothold in North India, especially in the regions of Gorakhpur, Varanasi, Allahabad and other parts of Northern India. The Company was planning to set up new plants and that wanted to add more franchisees in their list.

Strategy

- The Strategy was to make probable associates aware about the

plans of Bisleri International expansion in Northern India through focused communication strategies and enhance the level of Market Penetration in mentioned locations.

Communication – Expansion plans were highlighted in all the

communications wherein locations as well as future plans were highlighted which could further attract probable associates.

Key Messages – Product Specific

New Products (Face spray, Flavored water etc.) in the Portfolio Make bottled water available in every corner of Northern India To invite more associates for Product distribution Strengthen its product reach in Northern India Industry Specific Increasing demand of bottled water has led to rising demand of Bisleri Products To Compete in the market Bisleri now need more Market Penetration Brand Recall in terms of Corporate tieups

Target Audience – Investors, Corporate, Associates, Franchisee Owners Proposed PR Plan to Bisleri International

PR Tools

One-on-one interviews Press Releases Stories Online Media

Media Mix

Business dailies Vernacular media Wire agencies

Target Activities for initial 60 Days (From 20th July 2010- 20th September 2010)

Soft Profiling: 1 One-on-one interactions: 3 (Business line/Online Media) Press Release/Stories: 8-10 (Business line/Vernacular Media)

Index

Date

25 July 2010 26th July 2010 27th July 2010 27th July 2010 31st July 2010 31st July 2010 3rd August 2010 5th August 2010 7th August 2010 27th August 2010 30th August 2010 2nd September 2010 3rd September 2010 12th September 16th September 2010

th

Headline

Bisleri to...