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Roy, Sanjit K. and Singh, Gaganpreet
(2024)
Case 17: Bisleri—marketing to manage the counterfeit challenge.
In:
Marketing case studies in emerging markets : Contemporary multi-industry issues and best-practices.
Springer Business Cases
.
Springer, Cham, pp. 233-241.
ISBN 978-3-031-51689-4
Abstract
Bisleri pioneered the mineral water concept in India and became a household name. Over several years, counterfeit brands like “Belseri,” “Bilseri,” and “Brislei” flooded the market and started becoming increasingly available to the average consumer. The Bisleri management could not revoke the counterfeits because of their limited intellectual property rights. The executives at Bisleri decided to leverage the strength of marketing to handle the fakes.
| Item Type: | Book Section |
|---|---|
| Keywords: | Belseri | Bilseri | Brislei | India | Bisleri management |
| Subjects: | Social Sciences and humanities > Business, Management and Accounting > Business and International Management Social Sciences and humanities > Business, Management and Accounting > Marketing Social Sciences and humanities > Social Sciences > Social Sciences (General) |
| JGU School/Centre: | Jindal Global Law School |
| Depositing User: | Subhajit Bhattacharjee |
| Date Deposited: | 12 Apr 2024 14:47 |
| Last Modified: | 12 Apr 2024 14:47 |
| Official URL: | https://doi.org/10.1007/978-3-031-51689-4_18 |
| URI: | https://pure.jgu.edu.in/id/eprint/7619 |
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