Вы находитесь на странице: 1из 15

Water Industry

Water Industry EXECUTIVE SUMMARY Bottled water market has emerged as one of the most rapidly growing

EXECUTIVE SUMMARY

Bottled water market has emerged as one of the most rapidly growing and competitive markets worldwide. The global Bottled Water Industry is a multibillion dollar industry. It has been a remarkable growth trajectory for the sector.

India is among the top ten countries in terms of bottled water consumption. Today Bottled Water is one of the

India’s fastest growing industrial sectors.

On the back of rising health awareness among citizens and inability of the Indian government to provide safe drinking water, bottled water industry has flourished during the past decade. Evolving perception of bottled water has made its consumption a bare necessity especially in the water scarce areas of the nation. And these factors will bring the next wave of growth in the sector. Along with these, rising disposable income, growing organized retail, rising awareness among the consumer segment and growing focus on product extension and quality will further stimulate the gains for the industry. Rising urban drift in the

country will also be a wheel of growth for the industry. We have estimated the industry to grow at a CAGR of 18% till 2017 and would be soaring to new heights. Indian Bottled Water Industry currently pegged at USD 1454 million in 2011 will jump to reach USD 3925 million by 2017.

Three major players of indian water industry are:

Parle Agro Coca Cola

Pepsico India

country will also be a wheel of growth for the industry. We have estimated the industry
country will also be a wheel of growth for the industry. We have estimated the industry
country will also be a wheel of growth for the industry. We have estimated the industry

BISLERI

BISLERI Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Presently it has 8 plants & 11 franchisees all over India. It has presence covering the entire span of India. It commands a 60% market share of the organized market. Overwhelming popularity of 'Bisleri' & the fact that it pioneered bottled water in India, has made it synonymous to Mineral water & a household name.

It has developed 8 unique pack sizes to suit the need of every individual. It is present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs & 5L, 20L which are

the returnable packs. Till date the Indian consumer has been offered Bisleri water, however in its effort to bring something refreshingly new, it has introduced Bisleri Natural Mountain Water - water brought from the foothills of the mountains situated in Himachal Pradesh. Hence its product range now comprises of two variants: Bisleri with added minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification,

ozonised & finally packed for

consumption. .

Rigorous R&D &

stringent quality controls has made it the market leader in the

bottled water segment. Strict hygiene conditions are maintained in all plants.

In its endeavor to maintain strict quality controls each unit purchases performs & caps only from approved vendors. It produces its own bottles in-house. It has recently procured the latest world class state of the art machineries that put it at par with International standards. This has not only helped it improve packaging quality but has also reduced raw material wastage & doubled production capacity.

"Bisleri enjoys around 65 per cent market share in the nearly Rs 5,000-crore bottled water segment (commonly called mineral water)”

The brand name Bisleri is so popular in India that it is used as generic name for bottled water.

1967- The first bottling plant to manufacture Bisleri was set up in Mumbai.

1971- Bisleri was introduced in plastic and pet bottles which gave a boost to sales.

2002- Bisleri’s market share came down to 15.8% due to introduction of Aquafina and Kinley.

2005- Bisleri launches “Break Away Seal”, ”Fear Factor” and “Play Safe” campaigns to ascertain its purity and safety. 2010- Bisleri launches Vedica Natural Mountain Water. Now bisleri cover 60% market share of Indian water industry.

Mission

The Aqua Green Revolution urges us to innovate continuously, to provide every Indian access to scientifically purified and fortified drinking water that is readily available and easily affordable; and to support initiatives that rejuvenate the Earth's natural sources of pristine drinking water.

VISSION

The Aqua Green Revolution began with an ambitious dream: An India in which every person has uninterrupted access to scientifically purified and fortified drinking

water, irrespective of geographical barriers or economic limitations.

CORPORATE STRATEGY

Bisleri has launched a new outdoor campaign titled, ‘Kiss to Drink’. The idea behind this campaign is to focus on the 500ml bottle size which serves as a personal pack for the consumer.

ADVERTISING STRATEGIES :

1. The first print ad punch line was “kiss to drink”.

2. The “Play Safe” advertisements targeted the youth. 3.Bisleri’s advertisements focused on strengthening

consumer connect.

SALES PROMOTION :

  • 1. Bisleri-20% extra free

  • 2. Increasing volume and then the price

  • 3. Holding contests

  • 4. Point of purchase displays

SEGMENTATION :

  • 1. The need to stay ahead of competition

  • 2. Demographic segmentation

  • 3. Geographic segmentation

  • 4. Psychographic segmentation

DISTRIBUTION STRATEGIES

  • 1. Retail outlets

  • 2. Home delivery

  • 3. Bisleri Shoppe

  • 4. Direct road transport

2. The “Play Safe” advertisements targeted the youth. 3. Bisleri’s advertisements focused on strengthening consumer connect
2. The “Play Safe” advertisements targeted the youth. 3. Bisleri’s advertisements focused on strengthening consumer connect

Aquafina was first launched in the US in 1994. With its unique purification system and great taste, Aquafina soon became the bestselling brand in the country.

In India, Aquafina’s journey began with its launch in Bombay in 1999 and it was rolled out nationally by 2000. On the strength of its brand appeal and distribution, Aquafina has become one of India’s leading brands of bottled water in a relatively short span of time..

By 2003, it had become US’s top selling bottled water brand.

The water is standard tap water but goes through an extensive purification process that includes charcoal fibration, reverse osmosis and ozonation.

Aquafina was first launched in the US in 1994. With its unique purification system and great

Our Mission and Vision

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business.

Our Mission

Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce financial rewards to investors even as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.

Our Vision

PepsiCo's responsibility is to continually improve all aspects of the world in which we operate – environmental, social, economic – creating a better tomorrow than today.

Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

Our Mission Our mission is to be the world's premier consumer Products Company focused on convenient

PepsiCo Values & Philosophy

Our values and philosophy are a reflection of the socially and environmentally responsible company we aspire to be. They are the foundation for every business decision we make.

Our Commitment

We are committed to delivering sustained growth through empowered people acting responsibly and building trust.

Corporate Structure

PepsiCo is comprised of four business units:

– PepsiCo Americas Beverages (PAB)

– PepsiCo Americas Foods (PAF)

– PepsiCo Europe

– PepsiCo Asia, Middle East & Africa (AMEA)

Key Facts

Global Headquarters: Purchase, N.Y.

Annual Revenue: Approximately $60 billion.

 

51% beverages, 49% snacks and foods.

53% in the U.S. & Canada, 47% international.

– Employees: Nearly 300,000 worldwide.

Chairman & CEO: Indra K. Nooyi.

Strategies for Growth

PepsiCo has several key strategies for long‐term, sustainable grow th, including:

– Building and extending the company’s global macro snack portfolio.

– Profitably growing the company’s beverage business worldwide.

– Building and expanding the company’s nutrition business – Leveraging the company’s unique “Power of One” selling model across foods and beverages.

– Delivering on environmental sustainability commitments.

– Ensuring prudent, responsible financial management.

– Chairman & CEO: Indra K. Nooyi. Strategies for Growth PepsiCo has several key strategies for

Mineral Water Factory Set up Idea

Introduction

Mineral Water originally meant water from various natural springs which are thought to be having medicinal and curative value. These spring waters, although contain dissolved chemicals of medicinal properties, also contain harmful micro-organisms. Besides this the underground and surface water is also not potable due to hardness as well as due to presence of toxic substances and Bacteria. This requires suitable treatment and purification to make it safe and potable drinking water with long shelf life. The water is packed in suitable food grade packing generally in PVC or PET Bottles of different capacities.

Product

Water in its pure from is oxide of hydrogen or hydride of Oxygen. It is transparent and colorless liquid with a melting point of 0°C and a boiling point of 100°C. Its refractive index is 1.00 and specific gravity 1.0. Pure water is tasteless, however the presence of minerals and dissolved salts and gases impart taste in the water. Depending upon the quality of Raw water, suitable treatment is given to the water to make it as per the standards and packed in food grade plastic Bottles with label Indicating details of composition, date of bottling, expiry date, quantity etc.

Market

The Consumption of Bottled Mineral water is linked mainly with

tourism industry as the concept has virtually been imported from the western lifestyle. The necessity of safe and hygienic drinking water laid to an increase of it demand in star Hotels, get together, conferences and Banquets. The demand for mineral water by the year 2000 is expected to be about 1200 Lakh Bottles per annum. Parle group Bisleri and Bailey has about 70% of share of the total market and the balance is shared among other brands.

Suggested Capacity

The minimum economic capacity for the manufacture of Mineral- water is 15000 Bottles per day or 45 Lakh Bottles per year.

.

Land & Building

The unit requires about 1000 sq. mtrs of land with covered area of 500 sq.mtrs.

Raw Materials

The requirement of raw materials for the manufacture of 45 lakh bottles (one liter) of Mineral Water per year is as under:-

PVC Bottles HDPE Caps Corrugated Boxes

:

:

:

Utilities

45 Lakh Nos. 45 Lakh Nos. 3.75 Lakh Nos

The unit will require a total connected load of 60 KVA and a maximum demand of 50 KVA. Water requirement is about 11 5000 KL per annum.

Manufacturing Process

Raw water

is purified

by passing

it through

sand filter

and

Activated carbon filter. Excess hardness is reduced by softener

and the softened water is passed through micron filters to make it sparkling clear. To make it bacteria free this water is passed through ultraviolet light radiation. Packing of the water is done by Bottling System comprising of the facilities of Bottling system comprising of the facilities of Bottle rinsing, Filling and capping, Bottled mineral water is packed in the cartons.

Plant & Machinery

Raw water pump

Sand filter

Activated carbon filter

Softener

Micron Filtration system

Ultra Violet System Water Storage Tanks

Automatic bottle Rinsing, filling and capping line

Personnel’s

The unit requires employing about 20 persons including staff for office and factory for production supervision and administration.

Estimated cost of the project

The project cost for setting up a unit a manufacture 45 lakh Bottles per annum is estimated as follows:

  • 1. Land & site development

8571.42

  • 2. Building

22857.14

  • 3. Plant & machinery

42857.14

  • 4. Technical know-how & engineering

fees

  • 5. Other misc. fixed assets

4285.71

10000

7.

8571.42

Margin money for working capital

7 . 8571.42 Margin money for working capital
  • 8. Contingencies

TOTAL

7142.8

115714.28 Rs.

Suggested Means of Financing

  • 1. Long term loan

77142.85

  • 2. State cash subsidy

14285.71

  • 3. Promoters capital

24285.71

TOTAL

115714.28 Rs.

Subsidy is taken as 15% of the Fixed Capital Investment, however it varies from state to state, ranging from 10% to 25% depending upon the category of identified backward area.