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Presented By:Maitreyee Sahu Sumana Sengupta Roslyn Sinha

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The Journey Till Now

1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It wasbottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surgeMid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca toCoca-Cola for Rs 400 crore. 1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.

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1998: Introduces a tamper-proof and tamper-evident seal.2000: BIS cancels Bisleri s licence of a water bottling in Delhi since some of the bottles did not carry ISI label; the licence is restored one-and-a-half months later.

2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinley s marketshare at 35.1 per cent compared to Bisleri s 34.4 per cent.2003: Bisleri says it plans to venture out into Europe and America to sell bottled water5/5/2012

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Parle Bisleri currently has:25 bottling units, A fleet of 5,000 vehicles, 3,50,000 retail outlets spread across the country Manufacturing operations at 18 locations in India The company has introduced home delivery facility for its 20-litrepack which is delivered by a specially designed fleet

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Bisleri Distributes In 3 Phases:Direct distribution through its own road vehicles

-

B2BThrough Area distributors/local agencies

- Retail

outletsThrough small depots inside the cities

- Home6

Delivery5/5/2012

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1.

Direct Distribution

Bisleri directly distributes to the corporates through its own road vehicles Atpresent in Delhi:No. of Trucks = 60 Other 3 wheelers = 3 to 5 1. All the trucksleave the plant between 7 to 7:30 a.m 1. Follow the route & cover the corporatesas per their route chart 2. Have a standard call process at the business houses, to deliver 3. Return to the factory/plant at a designated time after coveringthe route5/5/2012

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Bisleri factory/ plant

Route no 17

Route no 35

Route no 22

Salesperson

Salesperson

Salesperson

Banks5/5/2012

Various companies

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2.Through Area Distributors/ Local AgenciesCurrently Bisleri Has: No. of distributors in Delhi = 125 No. of distributors inGurgaon = 2 Area distributors are given their specific route chart with specific route no. Routes are divided according to 4 zones :East Zone West Zone North Zone South Zone For each zone a different route chart is given For every route tothe retail outlets a salesman is assigned 9

1.2. 3. 4.

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Bisleri factory/ plant East Zone Distributors West Zone Distributors North ZoneDistributors South Zone Distributors

Route 2

Route 34

SalespersonRetail Outlets

SalespersonRetail outlets Retail outlets Retail outlets

Route 51

Route 23

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Salesperson

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3.Through Small Depots:Bisleri factory/ plantSmall depot (Kalkaji) Route no. 8 Route no 3 Small depot (Munirka) Small depot (GB Road)

Route no 10

Route no 57

Salesperson

Salesperson

Salesperson SalespersonHomes Homes

Homes

Homes

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Homes

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How Bisleri Selects Its Distributors:Bisleri has 2 fixed criterias: 1. Distributors Infrastructure:Huge Godowns to stock Bisleri packaged drinking water in large number

2. Distributors Small Area Of Operation:To reduce Distribution Cost.

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For every route one salesperson is assigned To ensure freshness of packaged water, all vehicles move from the plant everyday in the morning at the same time Toensure no damage to bottles & jars, separate trucks are there for:- Upto 5 litrebottles For 20 litre jars

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In those trucks they have separate chambers for both bottles as well as jarsAt the factory/plant they have a fixed process- tally the inventory, tally the cash, report problems with the truck The truck would get loaded at the factory over the night. There is a fixed loading quantity with a fixed, loading pattern5/5/2012

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Back Up Processes1. Processes to take care of vehicle breakdown/having spare vehicles. 2. Processes to take care of leave a) Have people on thebench, multi-skilling like all helpers trained as drivers

b) Drivers and helpers/merchandisers familiar with 2-3 routes.

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Balance ScoreboardAll parameters of the distribution network is measured:Measures on the scorecard includes:1. 2. 3. 4.

What time the vehicle left How many outlets they covered What time they returnedStocks reconciled and cash reconciled.

And the incentives and compensation of the drivers, helpers, warehouse team is linked to this scorecard.

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Bisleri Success Lies On:1. The efficiency in the execution of the distribution strategy. 2. Reliability& wide distribution is the key to success.

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THANK YOU

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