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Presentación Institucional de Agbar y Aqualogy.TRANSCRIPT
MA-Strategic Management in Global Communication
Corporate Social Responsibility and Ethics
IGNASI FAINÉ / NEREA PLAZAMarch 22nd
1. The water challenge
2. The concession model
3. A new model of business: from Agbar to Aqualogy
4. Aqualogy: the first global brand
5. Sustainable development, an opportunity to grow
1. The water challenge
PEOPLE PLANET
THE WATER WORLDUnequal distribution and difficult access to drinking water
GOALSCONFLICTS
WATER & PEOPLE
70% Human body
90% Human brain92% Human blood75% Human muscles22% Human bones
“A human can survive for a month or more without eating food, but only a week or so without drinking water.”
WATER & PLANET
0.0001% of the whole planet’s water are drinking water reserves
www.calvert.com
WATER & CONFLICTS
WATER & CONFLICTS
Every person in the world consumesabout 150 liters of water a day for drink and cleanliness purposes
Between 2.000 and 6.000 liters of virtual water person/day
WATER & GOALS
MDG(poverty, diseases,
mortality, environment)
2013Water
Cooperation International
Year
1948Universal
declaration of HR
2010United Nations
Resolution
2. The concession model
Vision, mission, valuesVision
Be the reference business group in our areas of activity and one of the big global utilities.
Manage water efficiently to improve the quality of life of people, in harmony with the environment.
Lead the development of solutions and technologies in the water sector.
Transfer the accumulated experience to society, generating value for our stakeholders.
Contribute to attaining the United Nations Millennium Development Goals.
Mission
Values
CatchmentDrinking water
treatmentDistribution Wastewater
treatmentSewerage treatment
Return to the environment
Complete water cycle management
100% Private
Concession
(services and works)
Mixed enterprise
Service contractsDelegation to the
private sector (PPP area)
Town Council
Priv
ate
Mix
edPu
blic
Man
agem
ent
Public Mixed Private
Responsibility for investment
Methods of participation in the service
Puertollano
Xirivella
St. Pere de Ribes
Tossa
Palamós
Villanueva de la Serena
San Bartolomé de TirajanaSanta Lucía de Tirajana
Lucena
Benahavis
Mahón
Santiagode Compostela
PontevedraOurense
León
Palencia
ValladolidZamora
Zaragoza
Barcelona and the metropolitan area
TarragonaCalafellCunitSalouCambrils
Alicante
Ciudad Real Albacete
MurciaGranada and the metropolitan area
TorrentCullera
Paterna
San Vicente del Raspeig
Calonge
CartagenaÁguilas
Pla de Mallorca
Roquetas de MarAdra
Estepona
MarbellaTorremolinos
Rincónde la Victoria
SanFernando
Plasencia Mancomunidad de Vegas Altas
Don Benito
PájaraTeldeArona
San Cristóbal de la LagunaTacoronte
La Orotava
SadaAvilés
San Andrés de Rabanedo
Ponferrada
Llanes
Calatayud
Olot
Alcañiz
Igualada
Sitges
Montilla
Marchena
EidaElcheOrihuela
JumillaCieza
Lorca
Alcantarilla
Huelva
Calvià
Pineda de MarMataróPremià de Mar
GranollersMollet
TerrassaSt. Cugat
Castellar del VallésVic
Cubelles
Teulada – Benitachelll’Alfàs del PiBenidormVillajoyosaMutxamel
CrevillenteSanta PolaSan FulgencioAlmoradíRojales GuardamarTorrevieja
Torres de Cotillas Beniel
Cehegin
San JavierTorre-Pacheco
ManilvaCádizArucas
Camargo
La Carlota
Agbar supplies water to over 13 million
people in over 1,000 municipalities in Spain.
Spain: Main municipalities managed
3. A new model of business: from Agbar to Aqualogy
FROM AGBAR TO AQUALOGY
“From cold to warm,
from local to global,
from pure engineering
to public service”.
BUSINESS MODEL CHANGEConcessions decrease
Worldwide crisis: uncertain economy
Anti-privatization lobby
Profitability backs away and theattractiveness to investment funds slows down
Opportunities in water
Development and expasion of new water technologies
Administrations and companies need to cut costs with efficiency increasement
A wide number of industries bet for saving water and establishing clean processes
Creation of a new brand
A NEW BUSINESSConcessions decrease Opportunities in water
Water history in Europe and Latin
America
Water solutions for sustainable
development
Successful trajectory as water manager
Born in Barcelona in the 19th Century. It serves water to million people in different continentsRests in excess in its most technical and cold side
Contributes to the quality of live and the welfare of people
FROM AGBAR…
Global brand with integrate solutions for water problems around the worldUnlocking the value of the accumulated knowledge
Pioneering in sharing solutions for sustainable management
…TO AQUALOGY
WHO ARE WE?
Water cycleSupply
Sewerage
Over 140 years’ experience
Approximately 150 companies
Activities in over 10 countries
Over 10,000 professionals
EnvironmentKnowledgeSolutions
Infrastructures
Concessions
Portfolio of more than 100 adaptable solutions
Over 2,000 facilities managed
Over 10,000 professionals
Present in over 20 countries
Adapts to the customer's needs.
14 million euros in R&D&I investment
150 years of accumulated experience
AQUALOGY IN FIGURESKey figures
Presence over the world
AQUALOGYCreating a New Brand from a 150-year-old company
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Aqualogy is the first global brand of integrated
water solutions.
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OUR VALUES
VISION
To be a benchmark in the sphere of water and the environment through the sustainable creation of shared value.
MISSION
To bring value to our stakeholders through innovation and knowledge transfer.
VALUES
• Excellence in everything we do, in harmony with nature.
• Support for the initiative and talent of individuals.
• Adaptation to the needs of the customer.
• Cooperation and a commitment to create value.
•
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Integrated solutions for the WATER INDUSTRY
Aqualogy is involved in everything that has to do with water:
… and related to all areas:
City
Industry
Agriculture
The environment
Social
Economic
Environment
SUSTAINABLE DEVELOPMENT
27
Food and beveragesFood and beverages Paper and cellulosePaper and cellulose PortsPorts…
Consultancy service/Training
Project/Design ConstructionTechnology Operations
Solutions
EnvironmentKnowledge
Infrastructure
LINES OF BUSINESS
INTEGRATED SOLUTIONS
MA
RKET S
EnergyEnergyPublic administrationsPublic administrations HealthHealth
Tourism and leisureTourism and leisureAgriculture and irrigationAgriculture and irrigation IndustrialIndustrial
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Optimisation
Outsourcing for added value
New solutions and products in the market
Knowledge management
Business skills development
Sales focus
Model based on…
$
BUSINESS DRIVER
29
CHANGE, BEYOND THE BRAND
New business model
New name
New business culture
What do we do?
What’s our name?
What are we like?
What image do we give?
How do we work?
New image and new discourse
New mission
New visionWhat do we want to be?
How do we behave?
New values
30
Business culture
From local…
From asset management…
From the sphere of public
administrations…
From operating management…
From experience…
From coldness…
From being “a company of engineers”…
to being a SUSTAINABLE COMPANY IN THE SERVICE OF PEOPLE
to GLOBAL
to KNOWLEDGE MANAGEMENT
to the INDUSTRIAL/BUSINESS MARKET
to COMMERCIAL MANAGEMENT
to INNOVATION
to WARMTH
31
QUALITATIVE STUDYAgbar / Aqualogy
32
QUALITATIVE STUDY
• Worldwide specialist in urban water services• Professionalism and solvency image in the
industry• Complex. It embraces many small business• Engineers company. No closeness or sympathy
towards citizens
33
QUALITATIVE STUDY
•It revives a sense of modernity
•It is identified with information technologies and knowledge
•It is seen as a warmer company with kindness in its mission
•A still young company: slight knowledge degree
34
Image and discourse (II)COMMUNICATION PLAN
GRAPHIC IMAGE
NARRATIVE
BRAND-AMBASSADORS
ADVERTISING AND PR
TRANSMEDIA PROJECT
SECTOR POSITIONING PLAN
BRAND IDENTITY
INTERNAL EXTERNAL
35
NARRATIVE
• Global integrated water solutions brand
• Depositories of a long history of passion for water
• Enhancement of the accumulated knowledge to contribute to sustainable development
36
NARRATIVE
• Pioneers in sharing solutions for sustainable management
• Strategic alliance with customers and local partners
• Contributes to the quality of life and wellbeing f people
37
4. Sustainable development, an opportunity to grow
38
Sustainable development seeks to convert an economic model of linear production and consumption in a new circular pattern, in which recovery and resource optimization is the most important.
For Aqualogy this is an opportunity to grow, but it requires integrating sustainable development in all everyday activities of the company.
Aqualogy, the global brand of integrated water solutions.
Aqualogy develops products and services that meet the demands of the different actors around the water.
Aqualogy has a differentiated offering tailored to the needs of each client and each place.
39
SUSTAINABLEDEVELOPMENT
SGE21 certification
Shared Visionproject
SD Training New SD Policy
Communications
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Proyecto Desarrollo Sostenible Aqualogy
SGE21 certification
Shared Visionproject
SDTraining
New SD Policy
Communica-tions
Obtaining accreditation from the SGE-21 Aqualogy MA
Rethinking the vision, mission and values to incorporate SD in the business practices
Creating and adapting the message to SD + Establishing lines of communication with the groups of interest
Building a scorecard to evaluate the new SD Policy
Providing introductory training on SD to all the workforce of Aqualogy
SGE21 certification
Shared Visionproject
New SD Policy
Communica-tions
SDTraining
4141
“All our services must have a sustainable development business structure to confront the current economy”
“Sustainable development is a strategic component of our business activity”
Angel Simon Executive Chairman of Agbar and Chairman of Aqualogy