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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 tie-
ups
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 Headline Publication
25th July 2010 Bisleri to expand business The Statesman
26th July 2010 Bisleri to have new plants franchises in India The Tribune
27th July 2010 Bisleri expands its business through new plants in North India
www.mynews.com
27th July 2010 Bisleri expands its business through new plants in North India
www.merikhabar.com
31st July 2010 Bisleri to set up 8 new plants in North India Vir-Arjun
31st July 2010 Bisleri to have new plants franchisees The Asian Age
3rd August 2010 Bisleri to step forward in North India Deshbandhu
5th August 2010 Bisleri to expand in North India Aaj
7th August 2010 Bisleri will set up new plants Dainik Jagran
27th August 2010 Bisleri plans to set up 8 plants in North India The Economic Times
30th August 2010 Bisleri to launch face spray The Hindu Business Line
2nd September 2010 Bisleri on expansion spree Business Standard
3rd September 2010 Bisleri on expansion spree Business Standard
12th September Bisleri to Invest Business Bhaskar
16th September 2010
Chauhan’s Next Gamble Business Standard
Publication Name The Statesman
Date 25th July 2010
Circulation PAN INDIA
Headline Bisleri to Expand Business
Publication The Tribune
Date 26th July 2010
Circulation PAN INDIA
Headline Bisleri to have new plants, franchisees
Publication MYNEWS
Date 27nd July 2010
Circulation PAN INDIA
Headline Bisleri expands its business through new plants in North India
Link http://www.mynews.in/News/Bisleri_expands_its_business_through_new_plants_in_North_India__N75052.html
Publication MERI KHABAR
Date 27st July 2010
Circulation PAN INDIA
Headline Bisleri expands its business through new plants in North India
Link http://www.merikhabar.com/News/_Bislery__Mineral_Water__North_India__Plant__Recycling__Economic_Times__Most_Trusted_Brand__Company__Ramesh_Chauhan_N32122
.html
Publication Vir Arjun
Date 31st July 2010
Circulation PAN INDIA
Headline Bisleri will put up 8 new plants in northern India
Publication The Asian Age
Date 31st July 2010
Circulation Delhi/NCR
Headline Bisleri to have new plants, franchiees in India
Publication Deshbandhu
Date 3rd August 2010
Circulation PAN INDIA
Headline Bisleri expanding in Northern India
Publication AAJ
Date 5th August 2010
Circulation Lucknow
Headline Bisleri to expand its Business
Publication Dainik Jagran
Date 7th August 2010
Circulation PAN INDIA
Headline Bisleri to set up new plants
Publication The Economic Times
Date 27th August 2010
Circulation PAN INDIA
Headline Bisleri to bring up new plants
Publication The Hindu Business Line
Date 30th August 2010
Circulation PAN INDIA
Headline Bisleri to launch face spray
Publication Business Standard
Date 2 September 2010
Circulation Mumbai
Headline Bisleri on expansion spree
Publication Business Standard
Date 3rd September 2010
Circulation PAN INDIA
Headline Bisleri on expansion spree
Publication Business Bhaskar
Date 12th September 2010
Circulation PAN INDIA
Headline Bisleri to Invest
Front
Page
Business
Page
Publication Business Standard
Date 16th September 2010
Circulation PAN INDIA
Headline Chauhan’s Next Gamble