Description
Bisleri is a brand of bottled water in India. Bisleri has 36% market share in packaged drinking water in India.
Bisleri Spring Water-Case Study
By internsindia.com Strategic unit of Sylloge Corporation June 2007
Bisleri Problem
How to move Bisleri Spring Water in Hotels ?
Internsindia Objective
To find the key barriers for Bisleri in Hotels and ways to remove them
Warm-up- Barrier Drilling
Barriers Internal-Key Person External-Key Person
Competency
influencer
Gate Keeper
Personal Value-Company Value-Consumer
Information
Attitude
Benefits
As a Whole
Combine In d e p e n d e n t
Perception
Departmental
Attitude
Respondents
10
20
30
40
50
60
Sample- Value Curve
0
Sample -Value Curve
Values
E APPS D
To extract the value pattern of competition offering and how can Bisleri Break the competition to move into the hotels.
P P e rs e rs o n o n a lP a l- O ff V e rs R el e r V a lu o n l- a ti n s e C a o a lu o s hi m C o e C a mm p o m p y- i s a n V p y- C re si o n a lu R e d it n e C al g ula S m o e r S V p a y- u p V a lu n l D is p y a lu e C s to co u e C u nt u stom mer s e ste Fre ta rU s tap hne n s p dV s U e a n ta pe lue p d U tap Valu n p dV e e al u e
UNTLUE VA
Brand X Brand Y
Judgment Dependency-Sample
Judgement dependancy
10%
50%
40%
Personal
Value to Company
Value to Consumer
It will give us the break-up of various factors with their correlation with Judgment.
External Barriers
A key person is one who takes decision for maximum buying ? Is the deal a relational ,rational, perceptual or Emotional driven ?
Do we really know who is the key person ? Is he really a purchase manager or some one else ? Who are influencer and gate keepers with him? How he makes buying decision ? What is his judgment criteria ? a) Personal b) Value to company c) Value to consumer What parameters he value and how he rates them ? What are his information sources ?
KEY PERSON PSYCHOGRAPHIC
Drilling his judgment criteria further?.
External criteria-Key person-personal
By personal criteria we mean decision made on individual's knowledge, awareness, perception or benefit ? a) What benefits is he getting from a deal? b) Is he enjoying any personal benefits from his current suppliers for instance: offers, trips or commission? a) What is his perception about different brands ? b) How much awareness he have about different brands ? c) What kind of people can influence him? a) Where he visits for entertainment ? b) What media vehicle he access ? c) Does he have rapport with suppliers ?
This will extract the personal goals he is currently getting and what else Can drive him further.
External criteria-Key person-Value Company
Competition Information Map Bisleri Value Curve Known Unknown research
Known Hotels
Value as a whole to company a) Brand Image b) Cost Cutting c) High Discounts d) Other Service parameters e) Credit Sales f) Regular Supply Value department wise a) Storage/ inventory - Inventory b) Bottles Handling -- Operations c) Easy Usability -- Operations d) Others
Unknown Rating and value expectation Objective: to find new and competing parameters for creating a new value.
External criteria-Key person-Value consumer
Information Map Bisleri Known Competition Value Curve Known Hotels
In d e p e n d e n t V a l u e to c o n s u m e r a) Taste b) Freshness c) Health d) Other Service parameters e) Price Combine Value to consumer a) - - ?
research Unknown
Unknown Rate and test them Objective: to find new and competing parameters for creating a new value.
Influencers, gate keepers
Brand Image perception Brand Awareness Motivators / Obstacles What they are( subordinates, peers or seniors) ?
Sum-up
This drilling was done to find barriers and to discover motivators in judgment criteria of key person. To sketch Competitive Brand value curve. To find value innovation by deleting, adding, altering or creating new parameters to enter. Role of influencers, gate keepers and their designation in the hotel.
Internal Barriers
If we rephrase the problem to "Why/ how we are not able to sell Bisleri in hotels?"
a) Is my sales person competent enough in case of negotiation, presentation, convincing ? a) Does he have the right information ? b) Does he use that information ? a ) Is he handling clients in the right way? b) Does he fit the parameter of client ? If we will compare the external expectation with internal delivery, the GAP if any Will be highly visible ?
Information Required
Hotel details Key sales person involved Brand Details (+ competitions) Advertisement Details Detail of hotel currently as client
Thank you
doc_152195581.docx
Bisleri is a brand of bottled water in India. Bisleri has 36% market share in packaged drinking water in India.
Bisleri Spring Water-Case Study
By internsindia.com Strategic unit of Sylloge Corporation June 2007
Bisleri Problem
How to move Bisleri Spring Water in Hotels ?
Internsindia Objective
To find the key barriers for Bisleri in Hotels and ways to remove them
Warm-up- Barrier Drilling
Barriers Internal-Key Person External-Key Person
Competency
influencer
Gate Keeper
Personal Value-Company Value-Consumer
Information
Attitude
Benefits
As a Whole
Combine In d e p e n d e n t
Perception
Departmental
Attitude
Respondents
10
20
30
40
50
60
Sample- Value Curve
0
Sample -Value Curve
Values
E APPS D
To extract the value pattern of competition offering and how can Bisleri Break the competition to move into the hotels.
P P e rs e rs o n o n a lP a l- O ff V e rs R el e r V a lu o n l- a ti n s e C a o a lu o s hi m C o e C a mm p o m p y- i s a n V p y- C re si o n a lu R e d it n e C al g ula S m o e r S V p a y- u p V a lu n l D is p y a lu e C s to co u e C u nt u stom mer s e ste Fre ta rU s tap hne n s p dV s U e a n ta pe lue p d U tap Valu n p dV e e al u e
UNTLUE VA
Brand X Brand Y
Judgment Dependency-Sample
Judgement dependancy
10%
50%
40%
Personal
Value to Company
Value to Consumer
It will give us the break-up of various factors with their correlation with Judgment.
External Barriers
A key person is one who takes decision for maximum buying ? Is the deal a relational ,rational, perceptual or Emotional driven ?
Do we really know who is the key person ? Is he really a purchase manager or some one else ? Who are influencer and gate keepers with him? How he makes buying decision ? What is his judgment criteria ? a) Personal b) Value to company c) Value to consumer What parameters he value and how he rates them ? What are his information sources ?
KEY PERSON PSYCHOGRAPHIC
Drilling his judgment criteria further?.
External criteria-Key person-personal
By personal criteria we mean decision made on individual's knowledge, awareness, perception or benefit ? a) What benefits is he getting from a deal? b) Is he enjoying any personal benefits from his current suppliers for instance: offers, trips or commission? a) What is his perception about different brands ? b) How much awareness he have about different brands ? c) What kind of people can influence him? a) Where he visits for entertainment ? b) What media vehicle he access ? c) Does he have rapport with suppliers ?
This will extract the personal goals he is currently getting and what else Can drive him further.
External criteria-Key person-Value Company
Competition Information Map Bisleri Value Curve Known Unknown research
Known Hotels
Value as a whole to company a) Brand Image b) Cost Cutting c) High Discounts d) Other Service parameters e) Credit Sales f) Regular Supply Value department wise a) Storage/ inventory - Inventory b) Bottles Handling -- Operations c) Easy Usability -- Operations d) Others
Unknown Rating and value expectation Objective: to find new and competing parameters for creating a new value.
External criteria-Key person-Value consumer
Information Map Bisleri Known Competition Value Curve Known Hotels
In d e p e n d e n t V a l u e to c o n s u m e r a) Taste b) Freshness c) Health d) Other Service parameters e) Price Combine Value to consumer a) - - ?
research Unknown
Unknown Rate and test them Objective: to find new and competing parameters for creating a new value.
Influencers, gate keepers
Brand Image perception Brand Awareness Motivators / Obstacles What they are( subordinates, peers or seniors) ?
Sum-up
This drilling was done to find barriers and to discover motivators in judgment criteria of key person. To sketch Competitive Brand value curve. To find value innovation by deleting, adding, altering or creating new parameters to enter. Role of influencers, gate keepers and their designation in the hotel.
Internal Barriers
If we rephrase the problem to "Why/ how we are not able to sell Bisleri in hotels?"
a) Is my sales person competent enough in case of negotiation, presentation, convincing ? a) Does he have the right information ? b) Does he use that information ? a ) Is he handling clients in the right way? b) Does he fit the parameter of client ? If we will compare the external expectation with internal delivery, the GAP if any Will be highly visible ?
Information Required
Hotel details Key sales person involved Brand Details (+ competitions) Advertisement Details Detail of hotel currently as client
Thank you
doc_152195581.docx