Aqualife Purified Water Refilling Station

A Feasibility Study Presented to the Faculty of Business Management

In Partial Fulfillment of the Requirement for Feasibility Study

Of Business Management

Presented By;

Garyldine Nery

2015

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Legal Page

Confidentiality Agreement

The undersigned reader acknowledges that the information provided by _______________ in this business plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________.

It is acknowledged by reader that information to be furnished in this business plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _______________.

Upon request, this document is to be immediately returned to _______________.

___________________ Signature

___________________Name (typed or printed)

___________________Date

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ACKNOWLEDGEMENT

The researchers would like to thank first and foremost the Lord God Almighty for His never

ending grace; Our teachers for giving us the knowledge and advice to finish this project with ease and

also to our loving parents who are always there for financial support and they were the ones who

showered us with encouragement in order for us to really do our best on this project. Without these

people, this project wouldn’t be successful or possible. That’s why the researchers would like to say,

“Thank you and May God Almighty bless us all”.

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4.0 Executive Summary

Aqualife Purified Water Refilling Station provides the service of ion exchange portable tanks.

This is the process of purifying water for industrial purposes. Water Refilling Station will take

advantage of an unsatisfied market need for segregated resin regeneration on a portable basis. The

company will primarily focus its marketing strategies on offering segregated regeneration services to

the untapped market of customers who require high-quality regeneration for their deionized (DI)

water treatment facilities. The facility that Purified Water Refilling Station will utilize is located in

Subic, Zambales and is already in limited production. Full production will begin at the end of

September, with sales growing gradually to near capacity by the end of the first year, with very

healthy gross sales in the first year, and increasing in the second and third years.

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4.1 Objectives

The primary objectives are:

1. To segment the market for portable regeneration service by stressing Aqualife Purified Water

Refilling Station's capability at providing segregated regeneration. The goal is to reach monthly sales

of 1,710 cu ft of segregated resin by the end of the first year.

2. To build up a dealership network of 15 knowledgeable and efficient water service companies who

will represent in areas outside direct sales from the factory and other place in the city.

3. To set up a bulk regeneration facility with a capacity of 40 cu ft daily, and sell its full capacity in the

large general portable exchange service market through its own sales force, and through a dealership

network.

4.2 Mission

Aqualife Purified Water Refilling Station's mission is to segment the market for pure water by

providing niche products to specialized industry sectors who are otherwise not properly serviced by

large pure water suppliers. Segregating a customer's Purified Water Refilling Station resin and

regenerating it on a portable tank basis to hospital dialysis units is an excellent example of such a niche

product that stresses quality and service to users who are prepared to pay a premium price.

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Chart: Highlights

Sales

Gross Margin

Net Profit

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

Year 1 Year 2 Year 3

Highlights

4.3 Keys to Success

Purified Water Refilling Station's primary keys to success are:

1. Good quality control in the factory. Customers for high purity water business have a very low

tolerance threshold for flaws.

2. Fast response. In the case of most of Aqualife Purified Water Refilling's customers, the cost of

the water is not a major element in their over-all costs, but a very expensive shut-down could result due

to poor or slow servicing.

3. High-profile allegiances. Key to over-all company success is connected closely with success in

achieving the goal of developing a dealership network of service-oriented water companies.

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TABLE OF CONTENTS

Page

Chapter I: Introduction/Background of the Study -------------- 9

i. Rationale of the Study ------------------------------------- 9

ii. Historical Background of the Company-----------------11iii. Statement of the Problem -------------------------------------- 12

iv. Statement of Objectives -------------------------------------- 13

v. Mission -------------------------------------- 13

vi. Operational Definition of Terms ------------------------------ 14

Chapter II: The Company Study -------------------------------------- 16

i. Name of the Company -------------------------------------- 16

ii. Nature of Business -------------------------------------- 16

iii. Location of Business -------------------------------------- 17

iv. Target Markets -------------------------------------- 18

v. The Stockholders -------------------------------------- 19

vi. Permits and Licenses to Operate ------------------------------ 20

Page

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Chapter III: The Company Organization and Human Resource Management

i. The Company Organizational Chart - --------------------21

ii. The Human Resource Requirements of the Company ------- 22

iii. The Management Information System Office And Organizational Chart------- 23

iv. Job Description and Job Specification ---------------------- 24

v. Salary, Benefits, and Incentives ---------------------- 29

Chapter IV: The Financial Requirements - --------------------- 30

i. The Capitalization Aspects ------------------------------ 30

ii. The Company Budget ------------------------------ 31

iii. Estimate of Income and Expenditures for

One Year and Three Years ------------------------------ 32

Chapter V: The Marketing Mix ------------------------------------ 36

A. Nature of the Product

i. Variety ------------------------------------ 36

ii. Design ------------------------------------ 37

iii. Quality & Features ------------------------------------ 38

vi. Brand Name ----------------------------------- 39

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B. Price and Pricing Scheme of the Product

i. Price ----------------------------------- 40

ii. Pricing Strategies ------------------------------------ 40

iii. Price List and Brochures - --------------------------- 41

iv. Payments Scheme and Terms --------------------41

C. Place

i. Location ------------------------------------ 42

ii. Channels of Distribution ----------------------------43

iii. Coverage ------------------------------------ 44

iv. Transportation ------------------------------------ 45

Page

D. Promotion

i. Advertising ------------------------------------ 46

ii. Sales Strategies ------------------------------------ 47

iii. Sales Promotions ------------------------------------ 47

Bibliography --------------------------------------------------- 48

Curriculum Vitae --------------------------------------------------- 49

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LIST OF TABLES

Page

Table 3.1 : Salary, Benefits and Incentives -------------------- 29

Table 4.1 : The Capitalization Aspects -------------------- 30

Table 4.2 : The Company Budget -------------------- 31

Table 4.3 : Expenses -------------------- 34

LIST OF FIGURES

Page

Fig. 2.1 : Location of the Business -------------------------------- 17

Fig. 2.2 : Stockholders Shares of Stocks Chart -------------------------------- 19

Fig. 2.3 : Permits and Licenses to Operate -------------------------------- 20

Fig.3.1 : Company Organizational Chart -------------------------------- 21

Fig. 3.2 : The Management Information System Office -------------------- 23

Fig. 4.1 : Gross Sales for One Year up to Three Years ----------------------- 33

Fig. 4.2 : Gross Sales and Gross Expenses for Three Years --------------- 35

Fig. 4.3 : Profits for Three Years -------------------------------- 35

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Fig. 5.1 : Design of the Product -------------------------------- 37

Fig. 5.2 : Brand Name -------------------------------- 39

Fig. 5.3 : Price List and Brochure -------------------------------- 41

Fig. 5.4 : Place/Location of the Business -------------------------------- 42

Fig. 5.5 : Coverage -------------------------------- 44

Fig. 5.6 : Transportation -------------------------------- 45

Chapter I

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Introduction / Background of the Study

i. Rationale

According to the World Health Organization (WHO), about 3.4 million people die annually from

water-related diseases. About a million Filipinos get sick with water-borne diseases yearly. And these

are diarrhea cases alone. They don’t include other water-borne disease like amoebiasis, cryptosporidiosis

and cholera. These problems are accredited to the poor water system in the Philippines. Even in the

capital Zambales, only about three fourths of the population receives piped water from the municipal

authority. Outside Zambales far fewer people have access to clean water distribution. In both locations,

these families must find alternate water sources if they are to avoid cholera epidemics and other health

problems spawned by the foul, contaminated water available in their neighborhoods. In the provinces,

the scenario is worse. Some people rely on wells or even on rivers for their supply of water for their

daily consumption. Amidst this uncertainty, a solution has appeared in the thousands of water refilling

stations that now dot the Philippine landscape. These shops began as privately-run community sources,

where consumers would bring containers and fill them for a per-gallon fee that is a small fraction of

commercially bottled water’s cost. Demand is high that most stores now offer home delivery for regular

customers. Most shops produce between 3,000 and 12,000 liters of water per day. Typically, the supply

comes from the pipes of municipal concessionaires. Entrepreneurs invest in treatment equipment and

further purify their product before sale. Nowadays, bottled water has established a major foothold in the

Philippines. With such an intense competition, how do businesses cope up with the pressure? This is

what the researches of this study would like to unveil. In the course of this study, the researches aim to

discover and compare marketing strategies employed by these water refilling stations. And this study

also tackles the safeties of processes used by water refilling stations in the Philippines, specifically on

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the Zambales, on the purified water it sells to its customers. The study focuses on the processes the

water refilling stations implements to purify the water from its concessionaires not in the working place

of water refilling stations. The group chose to research on this topic since nowadays, as the demand for

cleaner water becomes higher, the price of household water purifiers and bottled water has become

prohibitive. Water refilling stations managed by private entrepreneurs offer a cheaper and more

convenient solution to the public’s drinking water needs than bottled water or the use of household

filters. The demand at the water refilling stations - water stores that sell purified water is now increasing.

The quality of purified water conforms to the national standards for drinking water and is even better

than the quality of water produce by traditional water supply systems in terms of removed impurities.

ii. Historical Background of the Company

One of the fast expanding businesses in many cities nationwide is the water refilling station. It's

mushrooming on every street corner, because a lot of people in urban areas prefer to get their drinking

water from these water stations, it's simply clean and safe to drink. Over the years, as the demand for

cleaner water becomes higher, the price of household water purifiers and bottled water has become

prohibitive. Water refilling stations managed by private entrepreneurs offer a cheaper and more

convenient solution to the public's drinking water needs than bottled water or the use of household

filters. Aqualife Purified Water Refilling Station had just been established last August 2013 and

inaugurated its normal operation last December of the same year. This business is owned and personally

managed by the Garyldine Nery. It was located at Subic, Zambales. The vicinity is surrounded by

residential and commercial areas. The store is air conditioned to maintain cleanliness and so with the

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personnel. It also provides parking space for those who are picking up bulk orders. The location of the

store is very accessible to the neighbor. The refilling operations start at 7:00 AM and ends at 5:00 PM.

iii. Statement of the Problem

Here are some questions which aim to support the topic:

1. Where to get the capital for the business?

2. Where to find the location to set-up business?

3. Where to get the permits for the business?

4. Where to get the materials and equipments? And the cost of it?

5. What are the different marketing strategies used for the promotion of the business?

6. What are the qualifications for human resourcing?

iv. Statement of Objectives

The objectives of Aqualife Purified Water Refilling Station are outlined below:

To create a service-based company whose primary goal is to exceed customers' expectations.

The utilization of The Water Station products by at least 10% of the local population.

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To increase the number of sellers by 20% each year.

To develop a sustainable home-based business, surviving off of its own cash flow.

v. Mission

The Aqualife Purified Water Refilling Station's mission is to provide customers with the finest

quality purified water. We exist to attract and maintain customers. When we adhere to this maxim,

everything else will fall in to place. Our services will exceed the expectations of our customers. 

vi. Operational Definition of Terms

Water refill station business - refers to the selling for profit either wholesale or retail of water

placed in refillable water containers or in customer’s containers in refilling stations.

Water Supply System - infrastructure for the collection, transmission, treatment, storage, and

distribution of water for homes, commercial establishments, industry and irrigation, as

well as for such public needs as firefighting and street flushing. Of all municipal services,

provision of potable water is perhaps the most vital. People depend on water for drinking,

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cooking, washing, carrying away wastes, and other domestic needs. Water supply system

must also meet requirements for public, commercial, and industrial activities.

Water quality - refers to chemical, physical, biological, and radiological characteristics of

water. It is a measure of the condition of water relative to the requirements of one or more

biotic species and or to any human need or purpose.

Water purification - is the process of removing undesirable chemicals, biological contaminants,

suspended solids and gases from contaminated water.

Bottled water - refers to water that is intended for human consumption and that is sealed in

bottles or other containers with no added ingredients except that it may optionally contain

safe and suitable anti-microbial agents and may optionally contain minerals such as, but

not limited to fluorides, chlorides, carbonates and sulfates, including flavoring within

limitations established by the bottler's country.

Deep well - is an excavation or structure created in the ground by digging, driving, boring, or

drilling to access groundwater in underground aquifers.

Chapter II

The Company Study

i. Name of the Company

The name of the company is derived from the first letter of the Greek alphabet –

Aqua(Αα) – which means “First” or “beginning”. The water refilling station has been named

“Aqualife Purified Water Refilling Station”.

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ii. Nature of Business

Our business proposal is setting up a water refilling station whereby the station will

cater the reproduction of water through selling large and small amounts of volume. The

station will provide a combination of 4 varieties of water with excellence in water processing

– includes filtration and necessary processes - value pricing, and atmosphere.

iii. Location of Business

The water refilling station is situated in Subic, Zambales.

In Subic, there are few water refilling stations thus giving us competitive advantage as

there is no other water refilling stations catering the 4 varieties of water which will be

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discussed in Chapter 5.

(Fig. 2.1)

iv. Target Markets

Our target customers are everyone in the society. Nevertheless despite the fact that

there are also water refilling stations nearby, the researchers intend to target majority of the

people as the water offered will be well purified and it will cater 4 varieties of water which

will indeed cater people’s needs such as to what type of water they prefer to drink.

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In addition, the water refilling station – Aqulife Purified Water Refilling Station –

will be targeting personal contacts as the prospective customers. This is an ideal market

segment because a positive relationship already exists with the personal contacts, making the

water refilling station’s job of selling the products significantly easier.

If this segment will continue to progress, the number of customer count in the

refilling station would progress largely. For example, the refilling station originally or has 5

customers in their first day, if those customers will be satisfied with the service and the

product, they will spread the news about the firm. Let’s just say “the power of

communication”. If they communicate with a large clique of people, that clique will then be

curious and would try the refilling station, if they will also be satisfied, the same procedure

would then occur. This is being practical.

v. The Stockholders

Stocks Share Percentage

Garyldine Nery 50%

Gary Nery 25%

Geraldine Nery 25%

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Stockholders Share of Stocks Chart

Ms. SanchezMs. EnderezMs. Matidios

(Fig. 2.2)

vi. Permits and Licenses to Operate

DTI

Business Permit from the Mayor

Barangay Permit

Sanitary Permits from Municipality or DOH

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(Fig.2.3)

Chapter III

The Company Organization and

Human Resource Management

i. The Company Organizational Chart

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Manager

Garyldine Nery

Bookkeeper

Darlene Nery

Administrative Assistant

Lindsey Therese Nery

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(Fig. 3.1)

ii. The Human Resource Requirements of the Company

Manager (Garyldine Nery)

- Overseas store operations at least 4 hours a day

Bookkeeper / Accountant (Darlene Nery)

- Makes financial statement of business operations

Administrative Assistant (Lindsey Therese Nery)

- Logs and handles cash sales and purchases and monitors the business

Technical Assistant (Irish Capul)

- Maintains and runs the machine

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Delivery Man

Person # 2

Front Liner

Person # 1

Technical Assistant

Irish Capul

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Front Liner (Person # 1)

- Accepts and refills containers of customers

Delivery Man (Person # 2)

- Transport refilled containers to customer’s home

iii. The Management Information System Office and Organizational Chart

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Manager

Technical Assistant

Administrative Assistant

Bookkeeper

Delivery Man

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(Fig. 3.2)

The company’s information system includes the Delivery Man and the Technical Assistant since

the Delivery Man informs the Administrative Assistant how many customers and who to deliver while

the Technical Assistant informs the Administrative Assistant what particular occurrence or damage may

happen to the equipments. The Administrative Assistant can directly inform the Manager about the

information gathered between the Delivery Man and the Technical Assistant. Since the Administrative

Assistant also has the responsibility to handle cash from sales, she can also directly inform the

Bookkeeper about the cash whereabouts and the Bookkeeper can make a summary of cash flows,

expenses, sales and etc. which will then be passed to the manager.

iv. Job Description and Job Specification

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Manager

Garyldine Nery

Maintains staff by recruiting, selecting, orienting, and training employees.

Accomplishes staff results by communicating job expectations.

Establishes strategic goals by gathering pertinent business, financial, service, and operations information.

Accomplishes financial objectives by forecasting requirements.

Approximately 4-6 years of

sales experience in the

marketing industry.

Experience with a company

in a related company sector.

Extensive experience of

developing, maintaining and

delivering on marketing

strategies to meet company

objectives.

Job Description Job Specification

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Maintains staff by recruiting, selecting, orienting, and training employees.

Accomplishes staff results by communicating job expectations.

Establishes strategic goals by gathering pertinent business, financial, service, and operations information.

Accomplishes financial objectives by forecasting requirements.

Approximately 4-6 years of

sales experience in the

marketing industry.

Experience with a company

in a related company sector.

Extensive experience of

developing, maintaining and

delivering on marketing

strategies to meet company

objectives.

Maintaining the financial records of the company using bookkeeping software and online spreadsheets

Maintaining records of subsidiaries

Preparing and processing payroll/s

Reconciling all accounts periodically

Preparing monthly, quarterly, half-yearly, and yearly financial statements

Calculating taxes, collecting

Trained in QuickBooks accounting package

Relevant Bookkeeping Experience

Knowledge of Microsoft Office & Internet

QuickBooks Accounts experience

Excellent interpersonal skills (e.g.; communication, self-awareness, building trust, questioning & listening, influencing, assertiveness, problem solving, decision

Job Description Job Specification

Bookkeeper

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Maintaining the financial records of the company using bookkeeping software and online spreadsheets

Maintaining records of subsidiaries

Preparing and processing payroll/s

Reconciling all accounts periodically

Preparing monthly, quarterly, half-yearly, and yearly financial statements

Calculating taxes, collecting

Trained in QuickBooks accounting package

Relevant Bookkeeping Experience

Knowledge of Microsoft Office & Internet

QuickBooks Accounts experience

Excellent interpersonal skills (e.g.; communication, self-awareness, building trust, questioning & listening, influencing, assertiveness, problem solving, decision

Administrative Assistant

Lindsey Therese Nery

Maintains workflow by studying methods; implementing cost reductions; and developing reporting procedures.

Creates and revises systems and procedures by analyzing operating practices, recordkeeping system.

Basic reading, writing, and arithmetic skills required.

Knowledge of Microsoft Office and telephone protocol.

Excellent communication skills both written and oral.

Ability to use initiative to organize and prioritize work

Job SpecificationJob Description

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Maintains workflow by studying methods; implementing cost reductions; and developing reporting procedures.

Creates and revises systems and procedures by analyzing operating practices, recordkeeping system.

Basic reading, writing, and arithmetic skills required.

Knowledge of Microsoft Office and telephone protocol.

Excellent communication skills both written and oral.

Ability to use initiative to organize and prioritize work

Technical Assistant

Irish Capul

Ensure legal compliance of OEA packaging, both suitability for purpose and disposal.

Strive to minimize environmental impact of packaging, operations, and waste management.

Carry out environmental and personnel swabbing and ATP

Excellent interpersonal skills to provide quality customer service to both internal and external customers.

Ability to interact with different levels of personnel.

Strong organizational and time management skills.

Additional experience may be substituted for lack of

Job Description Job Specification

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Delivery Man

Person # 2

Ensure legal compliance of OEA packaging, both suitability for purpose and disposal.

Strive to minimize environmental impact of packaging, operations, and waste management.

Carry out environmental and personnel swabbing and ATP

Excellent interpersonal skills to provide quality customer service to both internal and external customers.

Ability to interact with different levels of personnel.

Strong organizational and time management skills.

Additional experience may be substituted for lack of

Knows how to drive a 10-wheeler truck or less.

Knows how to operate water station equipments.

Has valid license

Contributes to team effort by accomplishing related results as needed.

At least high school graduate

Hardworking Has good personality Who can work under

pressure Self Motivated Pro-active Team Worker

Job SpecificationJob Description

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v. Salary, Benefits and Incentives

Salary Benefits Incentives

Technical

Assistant P250.00/day

SSS

Phil Health

Pag - ibig Fund

13th Month Pay

Overtime Pay and

Holiday/Rest Day

Pay

Night Shift

Differential

Service

Incentive Leave

Meal and Rests

Period

Holiday/

Christmas

Bonus

Mid-Year

Bonus

Front

Liner

P200.00/day

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Front Liner

Person # 1

A person who can be all around in a water refilling station business (except manager, bookkeeper and administrative assistant)

A person who at least knows how to operate water processing equipment.

Contributes to team effort by accomplishing related results as needed.

At least high school graduate.

Hardworking Has good personality Who can work under

pressure Self Motivated Pro-active Team Worker Efficient at work Knows how to deal with

customers.

Job Description Job Specification

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Cost of Living

Allowances

Paid Holiday

and Vacation

Leaves

Delivery

Man

P200.00/day

Total P16,9000.00/month

(Table 3.1)

Chapter IV

The Financial Requirements

i. The Capitalization Aspects

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(Table 4.1)

ii. The Company Budget

The company – Alpha Purified Water Refilling Station – has an initial budget of P700, 000.00

(Seven Hundred Thousand Pesos Only).

The table below shows the money allocation for each area concerned.

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CAPITAL INVESTMENT

1. Water Refilling Machine P 250,000.00

2. Renovation or New Store at least

20sqm. size

75,000.00

3. Delivery vehicle

a) For house delivery

b) Small Tank Truck

150,000.00

4. Business permit & other legal docs 10,000.00

5. Initial Supplies / Miscellaneous

a) 150 Bottles slim – 18,750.00

b) 50 Bottles round – 7,500.00

c) heat gun – 2,500.00

d) Stickers – 3,000.00

31,750.00

6. Others 8,250.00

Total P 525,000.00

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MONEY ALLOCATION

1. Water Refilling Machine P 300,000.00

2. Renovation or New Store at least 20sqm.

Size

80,000.00

3. Delivery vehicle 200,000.00

4. Business permit & other legal docs

(DTI, Mayor’s permit, Water testing,

etc.)

10,000.00

5. Initial Supplies / Miscellaneous

a) 150 Bottles slim – 20,000.00

b) 50 Bottles round – 10,000.00

c) heat gun – 10,000.00

d) Stickers – 10,000.00

50,000.00

6. Others 30,000.00

Total P 670,000.00

(Table 4.2)

iii. Estimate of Income and Expenditures for One year and Three Years

SALES:

A. ) First Year of Service

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a. First 2 Months [January(27 days) – February(24 days)]

60 containers / day x P 15.00 selling price x 51 days

= P 45,900.00

Remaining Months (March – December) 262 days

120 containers / day x P 15.00 selling price x 262 days

= P 471,600.00

GROSS SALES = P 517,500.00

B. ) Second Year of Service

b. (January – December) 313 working days

150 containers / day x P 15.00 selling price x 313 days

GROSS SALES = P 704,250.00

C. ) Third Year of Service

c. (January – December) 300 working days

125 containers / day x P 15.00 selling price x 310 days

GROSS SALES = P 581,250.00

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Gross Sales for One Year up to Three Years

First Year of ServiceSecond Year of ServiceThird Year of Service

(Fig. 4.1)

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EXPENSES:

First

Year

Second Year Third

Year

1. Manpower / Salaries

Technical Assistant

– P250/day

Front Liner

– P200/day

Deliver Man

– P200/day

P 203,450 P 203,450 P 195,000

2. Electric Bill 18,000 30,000 24,000

3. Phone Bill 6,000 7,200 4,800

4. Transportation / Gas

Allowance

18,000 12,000 12,500

5. Consumables and Others 12,000 12,000 12,000

GROSS EXPENSES P 257,450 P 264,650 P 248,300

(Table 4.3)

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First Year Second Year Third Year0

1

2

3

4

5

6

7

8

Gross Sales and Gross Expenses for Three Years

Gross SalesGross Expenses

(Fig. 4.2)

Note: Numbers in the left are in hundred thousand.

Profits for Three Years

1st Year (P260,050.00)2nd Year (P439,600.00)3rd Year (P332,950.00)

(Fig. 4.3)

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Chapter V

The Marketing Mix

A. Nature of the Product

i. Variety

Aqualife Purified Water Refilling Station caters 4 products. These are the following:

Mineral Water

Purified Water

Alkaline Water

Pi Water

In addition, each of this type of water has different characteristics. Yes, water has also

characteristics. It is said that our immune system works accordingly to what type of water we will

intake. The Alpha Purified Water Refilling Station caters all this 4 products to ensure that they will

provide whatever type of water their customers would prefer. Also, this will give them the advantage in

terms of competition because 1 of this product – which is the “Pi Water” – is not available in its nearby

competitors.

ii. Design

(Fig. 5.1)

The

design of this

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product is actually based on its container since water (liquid) has only one face and has an indefinite

shape.

Aqualife Purified Water Refilling Station accepts all kinds of containers such as those commonly

used water containers, small / large water bottles and etc. As for the pricing, Aqualife Purified Water

Refilling Station priced the product according to its volume.

(For more details, please refer to our Pricing Scheme on page 40).

iii. Quality & Features

Mineral Water

- Is water from a mineral spring that contains various minerals, such

as salts and sulfur compounds. Mineral water may be effervescent (i.e.,

"sparkling") due to contained gases.

Purified Water

- Is water that is mechanically filtered or processed to be cleaned for

consumption. Distilled water and deionized (DI) water have been the most

common forms of purified water, but water can also be purified by other

processes including reverse osmosis, carbon filtration, microfiltration, ultra

filtration, ultraviolet oxidation, or electro dialysis.

Alkaline Water

- Alkaline water, also known as ionized water, is a beverage that is neither acidic

nor neutral on the pH scale, having a level above 7. 

Pi Water

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- Is the water that is very similar to your body water (Living Energy). Living

energy means “the energy to live.” Pi Water has the same function (energy) that

your body water has.

iv. Brand Name

Fig. 5.2)

APWRS stands for Alpha Purified Water Refilling Station. The logo represents water and nature.

Water is a basic necessity for life. Without water, we humans will never survive the ever

changing occurrences of life.

B. Price and Pricing Scheme of the Product

i. Price

Here is the list of products with prices of Alpha Purified Water Refilling Station:

Mineral Water - P 10.00

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Purified Water - P 15.00

Alkaline Water - P 20.00

Pi Water - P 150.00 – P 200.00

Pi Water has the highest price since Pi Water is a type of water which is through thorough

experimentation to satisfy customers.

(For details about Pi Water, please refer to page 38)

ii. Price Strategies

As for the pricing strategies, like any other firm, Aqualife Purified Water Refilling Station,

gathered information through surveying 100 people from the area where the firm will be located at. The

survey was about the type of water people in the area most likely used in drinking, nearby refilling

stations, and the pricing scheme of the nearby refilling stations. Based from the survey, the researchers

concluded prices that are not that high so that it can compete with the nearby stations. In addition, the

survey also included comments and suggestions so that the outcome of the refilling station will attract

more customers and that it can reassure the owners that the customers are satisfied with their service.

iii. Price List and Brochure

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Aqualife Purified Water Refilling Station Olangapo City, Subic, Zambales

Email Address: nerygaryldine@gmail.com

We cater 4 types of water which will definitely quench

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(Fig.5.3)

iv. Payments Scheme and Terms

Aqualife Purified Water Refilling Station accepts payments through BDO, BPI or check,

applicable only if the customer orders in bulk such as our sister companies. As for the walk-in

customers, APWRS strongly implements “Pay as you Order Policy”. As for our sister company, the

stockholders of APWRS and the stockholders of the other party, agreed to have a 5 year contract in the

water distribution scheme.

C. Place

[Type text]

Aqualife Purified Water Refilling Station Olangapo City, Subic, Zambales

Email Address: nerygaryldine@gmail.com

We cater 4 types of water which will definitely quench

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i. Location The water refilling station is situated in Olongapo City, Subic, Zambales.

In Gordon Road, there are few water refilling stations thus giving us competitive advantage as

there is no other water refilling stations catering the 4 varieties of water which is stated in Chapte

r 5 (Nature of Product . i)

(Fig. 5.4)

ii. Channels of Distribution

Our sister companies do communicate with us for water distribution. Aqualife Purified Water

Refilling Station acts as their distributor. Our sister companies also distributes water on their selective

area of coverage,

In result, our sales increase by 30% every year. The minimum distribution of water in volume to

our sister companies is approximately 1,000 Liters per month. Due to personal contacts, Aqualife

Purified Water Refilling Station gradually increases number of sister companies.

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iii. Coverage

This is another map site of the water refilling location. As you can see, there is a circle in the

middle of the figure. The circle represents our coverage for water distribution. This includes the, Super

Metro, Myshing- Hair and Nail Studio, Espejo Supermarket, Rizal National High School and other

houses located inside the distribution area. Unfortunately, Aqulife Purified Water Refilling Station does

not cater water distribution (for delivery of per gallon) outside the distribution area. The firm only

delivers water outside the distribution area if the order is in bulk (1000 L – 3000 L).

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(Figure 5.5)

iv. Transportation

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Old Bridge

Gaisano Mactan

To Mercado To Pusok / Mepz 1

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(Fig. 5.6)

The figure above is a sketch of the location of the firm; this is for the walk-in customers. As for

the home deliveries, the firm owns a small delivery truck that can hold up to 20 containers of water. As

for the sister companies, the firm owns a small tank truck that can also hold 1000 L – 3800 L.

D. Promotion

i. Advertising

As for the advertising of the firm, Aqulife Purified Water Refilling Station focuses on personal

contacts. The people nearby the location of the firm will technically talk about the new company

established. Through personal communication, the number of customers will increase annually. But

APWRS doesn’t completely depend on personal contacts only. Somehow, the stockholders of the firm

came up with an advertising strategy.

Since water refilling stations don’t usually have discounts, the company owners come up with

the “Buy 10 + 1” water discount. To ensure that the customers bought water that day or so, the

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To MBEAB Gate

Petron

To MECO

To Tamiya / Mepz 2

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customers will be given a card. Every time they buy water, the boxes inside the card will be marked or

signed by the front liner or the technical assistant depends on which of the two of them is available.

When all of the 10 boxes are fully signed, it is the customer’s choice whether to claim his/her free 1

container of water. After claiming the free item, the box intended for the free item will be marked so that

the customer will not use it for another free item. This advertising strategy is only applicable on special

occasions declared by the firm.

Another idea of advertising is through display advertising, specifically through brochures.

ii. Sales Strategy

The sales strategy is to concentrate on the segment of the sales advertising, most easily captured

by the following sales feature: increase of sales and customers annually. In addition, the fastest way to

reach the sales goal for the first several years is by actively working to develop a dealership network

specifically, sister companies.

Having a large number of sister companies mean increase of sales. At this point, the goal of the

firm is to have a large number of sister companies for function.

iii. Sales Promotions

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In order to promote sales is through strategic alliance. The relationship between water service

companies (sister companies) and water distributors (APWRS is one) could be called a strategic

alliance. These water service companies have an extensive customer base. Most of the customers have

needs such as well purified water and some may ask for varied water types however, many water

distributors’ customers have needs as well. At present, these water service companies must direct their

own needs to the water distributors in order for them to cater their customer’s needs. Forming a

relationship between water service companies and water distributors would quickly result in substantial

sales increases for the water distributors and would result in increased prestige and profits for the water

service companies.

BIBLIOGRAPHY

Online Sources:

http://www.businessfeasiblity.com/water_purification_business_plan/

strategy_and_implementation_summary_fc.php

http://en.wikipedia.org/wiki/Alkali

http://www.pi-water.com/new/en_water_DrPi_WhatIsPi.html

http://en.wikipedia.org/wiki/Purified_water

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http://en.wikipedia.org/wiki/Mineral_water

http://bizfil.com/starting-a-water-refilling-station-business/

http://www.ehow.com/info_8164329_equipment-used-water-refilling-stations.html

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