Free Essay

Case Study Bisleri

In: Business and Management

Submitted By sanchit
Words 706
Pages 3
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 expand business Bisleri to have new plants franchises in India Bisleri expands its business through new plants in North India Bisleri expands its business through new plants in North India Bisleri to set up 8 new plants in North India Bisleri to have new plants franchisees Bisleri to step forward in North India Bisleri to expand in North India Bisleri will set up new plants Bisleri plans to set up 8 plants in North India Bisleri to launch face spray Bisleri on expansion spree Bisleri on expansion spree Bisleri to Invest Chauhan’s Next Gamble

Publication
The Statesman The Tribune www.mynews.com www.merikhabar.com Vir-Arjun The Asian Age Deshbandhu Aaj Dainik Jagran The Economic Times The Hindu Business Line Business Standard Business Standard Business Bhaskar Business Standard

Publication Name Date Circulation Headline

The Statesman 25th July 2010 PAN INDIA Bisleri to Expand Business

Publication Date Circulation Headline

The Tribune 26th July 2010 PAN INDIA Bisleri to have new plants, franchisees

Publication Date Circulation Headline Link

MYNEWS 27nd July 2010 PAN INDIA Bisleri expands its business through new plants in North India http://www.mynews.in/News/Bisleri_expands_its_business_through_new_plants_in_N orth_India__N75052.html

Publication Date Circulation Headline Link

MERI KHABAR 27st July 2010 PAN INDIA Bisleri expands its business through new plants in North India http://www.merikhabar.com/News/_Bislery__Mineral_Water__North_India__Plant__Rec ycling__Economic_Times__Most_Trusted_Brand__Company__Ramesh_

Chauhan_N32122 .html

Publication Date Circulation Headline

Vir Arjun 31st July 2010 PAN INDIA Bisleri will put up 8 new plants in northern India

Publication Date Circulation Headline

The Asian Age 31st July 2010 Delhi/NCR Bisleri to have new plants, franchiees in India

Publication Date Circulation Headline

Deshbandhu 3 August 2010 PAN INDIA Bisleri expanding in Northern India rd Publication Date Circulation Headline

AAJ 5th August 2010 Lucknow Bisleri to expand its Business

Publication Date Circulation Headline

Dainik Jagran 7th August 2010 PAN INDIA Bisleri to set up new plants

Publication Date Circulation Headline

The Economic Times 27th August 2010 PAN INDIA Bisleri to bring up new plants

Publication Date Circulation Headline

The Hindu Business Line 30th August 2010 PAN INDIA Bisleri to launch face spray

Publication Date Circulation Headline

Business Standard 2 September 2010 Mumbai Bisleri on expansion spree

Publication Date Circulation Headline

Business Standard 3rd September 2010 PAN INDIA Bisleri on expansion spree

Publication Date Circulation Headline

Business Bhaskar 12th September 2010 PAN INDIA Bisleri to Invest

Front Page

Business Page

Publication Date Circulation Headline

Business Standard 16th September 2010 PAN INDIA Chauhan’s Next Gamble

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