150324084325-conversion-gate01.pptx

7/23/2019 150324084325-conversion-gate01.pptx

1/11

Team MaverickVenkatesh KG [email protected]

!hulipalla "harad#a$ [email protected]%%%7

&arish 'ara(an [email protected]%%%18%

On the Mark Aava CaseChallenge
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


2/11

Bottled Water Industry : Market overview

)ising disp*sa+le inc*me levels, c*upled #ith increased healthc*nsci*usness, c*mprise the primar( -act*rs driving the +*ttled #atermarket in ndia

/dditi*nall(, the rapid intr*ducti*n *- ne# +rands and variants is -urther+**sting the market

)ising a#areness levels #ith regard t* sa-e drinking #ater and health0related issues, especiall( have helped push the sales *- +*ttled #ater

Metr*p*litan c*nsumers have +een *+served t* +e the largest c*nsumers*- +*ttled #ater

ndias +*ttled #ater market has charted a high gr*#th tra$ect*r(, due t*its eas( availa+ilit(, an(time0an(#here c*nsumpti*n, and c*nvenience. Itis expected to grow at a CAG o! "#$ !ro% the &'"( valuation o!I)"'* +illion to I)(,' +illion in &'&'

Western region accounts for nearly 40% of the market whileeastern region accounts for merely 10% of the market

-eg%ents Brands Coverage .rice ange Market -hare

)egular Kinle(, /2uana, "isleri ') 150%4 per liter 74

Mid market 6ua , &imala(an , /ava ') %5054 per liter %5

.re%iu% and -pecialty vian and !an*ne /+*ve ') 144 per l iter /$


3/11

)atural %ineral water industry insights

Challenges::*# penetrati*n int* tier % cities *-the c*untr( #here disp*sa+leinc*me is increasing rapidl(.ncreasing transp*rtati*n c*st.ncreasing use *- #ater purier:*#er price *- *ther +*ttled #ater

n*t c*ming under natural mineral#ater

1rends:"rand +uilding'e# entrantside range *- packaging-*rmatsnstituti*nal sales;panding gl*+al presence

Insights:u+stitutes -*r natural mineral#ater is n*t *nl( regular mineral#ater #hich s*ld at a l*#er pricethan the natural mineral #ater

+ut als* n*n0alc*h*lic +everageslike s*-t drinks, -ruit $uice, energ(

-upplier powerMa$*r supplier in this industr( isplastic pre-*rm re2uired -*r +*ttle

manu-acturing.ater supplier -*r packaged#ater -act*r(. &*#ever -*r naturalmineral #ater, it is n*t applica+lesince *#ners either *#ns *r leaseit -r*m the *#ner.

ivals in the industry&imala(an is the t*p pla(er in"%< segment and has ma;imummarket share +ecause *- its +randname 0 T/T/ and als* due t* itsdeep distri+uti*n net#*rk.)ivals in this segment havesuperi*r packaging and havestr*ng +rand percepti*n.

Buyer power&ealth c*nsci*us? upper claspe*ple having higher disp*sainc*me c*mes under thiscateg*r( "%< marketA. &encis n*t much price sensitiveh*#ever m*re emphasis is gi

*n +rand percepti*n. Buildinstrong +rand i%age is thedriving !actor2n "%" market, it is +*th +raperception and pricesensitive. &ence a +alance ht* +e maintained -*r +*thThanks t* the intensec*mpetiti*n, +u(er is indeedp*#er-ul.

1hreats o! )ew entrantsThreats *- ne# entrants innatural mineral #ater industr( isver( l*# +ecause it is pr*cured-r*m natural s*urce.


4/11

Mineral Water Co%petitors3ua 4i%alayan

"*ttle Trend(, Trape*idal and screen printed."*ttle emulates premium -act*r *- the +rand.ee thr*ugh cle

B*rmBact*rs and

Crice

1444ml -*r )s. 54544ml -*r )s.34%54ml -*r )s. 18

1444ml -*r )s. 54544ml -*r )s.34%54ml -*r )s. 18

15%

>*urce &imala(an M*untain range &imala(an M*untain )ange. &imala

e+site httpE??###.dan*nenarang.c*m? >imple F /ttractive #e+ page #ith details

*n the +rands pitch and *ther pr*ducts intheir p*rt-*li*.

e+ page c*mpletel( +lue in c*l*ur,reects sa-et( and purit(.

httpE??###.himala(anmineral#ater.c*m?/ decent #e+page #ith*ut muchin-*rmati*n *n the pr*duct.

httpE??###.vedTrend( ,unc*nvemphasiing thin their pr*duct

their desire t* +

>*cialMedia

Bace+**kd*rmant activit( *n -ace+**k.Hnl( 598 likes and inactive since %449.

>ame *n t#itter #ith 37 -*ll*#ers andd*rmant since %449.

>*ld *nline thr*ugh +ig+asket.c*m andnatures+asket.c*.in and als* at premiumm*dern retail.

Bace+**k/r*und 144 likes *n-ace+**k and d*rmant since %41%.

'*t present *n t#itter. >*ld *nline thr*ugh

+ig+asket.c*m andnatures+asket.c*.in and als* atpremium m*dern retail.

Bace+**k &ig*ver 57444 l


5/11

t is *+served that 6ua and &imala(an have superi*r +rand strength #hichis evident #ith the higher v*lume sales in "%< market. This is attri+uted t*attractive packaging. Market leaders like &imala(an, 6ua, Vedica emphasise m*re *n "%ince /ava is lacking in +*th *- them, it isperceived t* +e *- relativel( #eaker value in their market segment.

Aava : Brand .erception

6or%6actors

and .rice

"'''%l !or s2 ('/''%l !or s2"/&''%l !or s2 *

.oints o! .arity .oints o! 0i7erence

Cr*duct E 'atural Mineral #ater B*rmat E "*ttled #ater

>hapesE M*dern tetrahedr*n

plastic c*ntainersI >*ld in supermarkets and in +ars

and restaurants I

'atural >pring #ater , unt*uched+( hands

:*#er price

Variants run thr*ugh medicinalgardens J t* enrich the #ater#ith the natural av*rs and addmedicinal +enets t* itI

Cremium C*siti*ning *pp*rtunit(

I T* +e implemented t* impr*ve +rand percepti*n


6/11

Move into B&C seg%ent8 %aintain existing B&B as it is2

Moving to B&C: )e+rand 1444ml, 544ml and %54ml #ater +*ttles #ith a ne# name a(ur /ava.

/ddress Cackaging E Tetrahedr*n clear +*ttle. >creen print the +rand name.

Crice it $ust +el*# the market leader in "%< premium mineral #ater segment.

Cr*duct Mi; E !i=erentiate #ith natural av*red #ater like Tulsi, Mint, /l*evera +( ruthr*ugh the respective gardens.

ncrease visi+ilit( in the digital #*rld J m*re s*cial media marketing.

!evel*p a call center, p*rtal and a +etter #e+site t* take care *- "%".

!istri+uti*n 'et#*rk E >trategic tie ups -*r l*gistics F distri+uti*n

!iversi-( int* c*nventi*nal +*ttled #ater market.

nvest in )F! t* c*me up #ith +etter techni2ues *- #ater puricati*n like *rganic puricati*use *- chemical su+stances.

!i=erentiate the +*ttled #ater +rand +( having +*ttles #hich are m*re catch( #.r.t the c*mp

!iversi-( int* traditi*nal ndian c**lers segment.

Aava : the oad Ahead


7/11

The appeal *- /ava lies in its high 2ualit(natural spring #ater and premium imager(. tpla(s up*n the themes *- +eing natural andpure in an articial #*rld J #hich is theper-ect +everage *- ch*ice am*ng #ellnessseekers

Branding

/ava is currentl( packaged in a curve shaped+*ttle #ith a la+el running acr*ss the +*d(

:eading +rands +*th d*mesticall( Finternati*nall( have m*dern cleartetrahedr*n packages #ith the +rand namescreen printed

/ava sh*uld als* -*ll*# the n*rm and c*me

up #ith attractive packaging t* l**k premiumand als* t* stand *ut in a premiuim market

.ackaging

Aava: .ackaging and Branding

)e+rand as 9Ayur Aava, -r*m the /aravallis. ee CicA -*r vari*us av*rs *-drinking #ater

Turn consu%ers into connoisseurs E enc*urage c*nsumers t*

-*cus *n the av*r *- their #ater

Co%pe

Hnl( #aterthr*ugarde


8/11

Target >M segment using the alread( e;isting distri+ut*r net#*rkin Mum+ai, !elhi, h*p chains in


9/11

;ogitics / t#* pr*nged appr*ach, t* deal directl( #ith +ulk instituti*nal +u(ers and dealership net#

l*#er v*lume retailers.

"ecause *- smaller scale *- *perati*n, /ava can *uts*urce its d*#n0stream distri+uti*n cha

the( can n*t achieve ec*n*m( *- scale. :*gistics can +e *uts*urced.

Huts*urce call centre and a p*rtal t* take care *- "%" *rdering -*r replenishment

"*ttling unit maintenance can +e *uts*urced t* -acilit( management services and -*r cleapr*mpt acti*ns in case *- machine +reakd*#n.

/ava is -acing issues #ith maintaining relati*nship #ith its clients as ma$*rit( are ma$*r insin airlines, h*tels and *ther d*main. >* /ava can have direct interacti*n #ith ma$*r?+ulk pdealership m*del -*r smaller v*lume cust*mers .

Outsource


10/11

Cr*m*ti*ns in s*cial media. >ince internet penetrati*n is increasing and *ur target segment is upper endeas( c*verage at l*#er c*st.

n devel*ping ec*n*m( like ndia, #*rd *- m*uth acts as a ma$*r inuencing -*rce -*r purchasing decisi*mckinse(A. nc*urage dealers t* give p*sitive c*mments *n *ur pr*duct and have incentive +ased pr*gr

>p*ns*ring teams in less e;pensive sp*rts leagues in the c*untr( like >:, ": and Ka+addi league, &ealt

>p*ns*ring lm -estivals, c*mic c*ns etc.

mphasie the di=erentiating -act*r J #ater passing thr*ugh medicinal her+s and its ass*ciated health +attenti*n.

ncrease visi+ilit( thr*ugh adds in in0ight magaines, internal design magaine. *uth #est airlines +ecause the( can get natural mineraprice. :ater #e


11/11

1hank

150324084325-conversion-gate01.pptx

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