aqua ladies a platform for women empowermentsummit.globewomen.org/summit/2013/csr.ducros.pdf ·...
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Jakarta, June 2013
Aqua Ladies
A Platform for Women Empowerment
“AQUA Ladies for the house wife empowerment”
Our mission
2
►To bring Health
through food and beverage
to as many people
as possible throughout their lives
China: Mizone towards a blockbuster brand
Build Mizone as a unique and irresistible brand
enabling ambitious life for the active young Chinese generation.
Ensure product preferred sensory signature and
smart hydration.
Aqua 40th anniversary:
2 billions liters in 2001
10 billions liters in 2012
Indonesian
designer
7
Bottle 600ml
Limited edition for Modern
Trade
Goodness of Nature: • Superior quality: origin’s uniqueness and
re-define purity (what’s inside)
►Selection:
►Rigorous
process
► Preservation:
►nothing between you
►and Nature
►Protection:
we give back
►what we take
►= Goodness
of Nature
►in every drop
Sustainable Water Resources Management
UPSTREAM
MIDSTREAM
DOWNSTREAM
Run off, deforestation
:
Chemical fertilizer, irrigation infrastructure
damage, poor sanitation, poor watershed condition
intensive agriculture practice, irrigation infrastructure
damage, flood.
Bekasi 3,880 people
Subang 2,395 people
Brastagi 1,884 people
Klaten 3,270 people
Resources : Google Earth
Pasuruan 1,972 people
Lampung 3,094 people
TTS and Kupang 53,902 people
Sukabumi 12,023 people
Bogor 12,285 people
>100,000 People
14 Districts
13 Partners
>45 Projects
Water access :
changing women’s daily life !
Serang 9,570 people
Wonosobo 650 people
Solok 1,364 people
“Indonesia is water drinking market (80% of share of throat)…and water is mainly boiled/tap water
Source: Share of Throat All Liquids - Nielsen Dairy/U&A Study 2012 Source: Share of Throat Liquid – 2012 U&A Study
Refill stations continue to grow in share and numbers
38%38%
38%
26% 23%16%
100%
RFST
Aqua
36,061
2010
19,345
39%
2006
12,070
36%
2016
45%
Other brands
Packaged water market share
%; million litres
34,742
15,869
9,412
2016 2010 2006
+14%
Estimated number of RFST
Number
Source: Danone Aqua Refill Station Survey 2011; OC&C analysis
Response 2: Aqua Ladies
to win on proximity with consumers
• Select candidates thoroughly
• Moms with motivation to move forward
• Credible & have broad network
1
Develop them through programs • To boost their business • To create proximity & engagement with neighbors
Rewards as appreciation • Achieve sales target • Excellent brand ambassador • Nurturing them
3
2
H O M E S E R V I C E S
Aqua Ladies as Entrepreneur & Business Partner “Giving great economy impact for their family ”
19
Expand their business size
Contributing to better family income
Earn more profit
Silver Gold Diamond
Earn 1-2 million IDR per month
Earn 2-4 million IDR per month
Earn >4 million IDR per month
Impact gained by the growth :
1
2
3
45% of them has started from zero
business and become Diamond class within
in 1-2 years
In 2013, there are
3200 Aqua Ladies with 721.000 homes
served
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
2012 2013 2014 2015 2016
Diamond
Gold
* Bali Post, 2 May 2013
Aqua Ladies plant 1000 trees
Aqua Ladies as Social Leaders “Expose the ladies role in social activities”
Aqua Ladies Charity (flood disaster at
Kalibata)
Aqua Ladies contribute
to blood donation
Training entrepreneurship for Aqua Ladies
Consumer Interaction (BACI) - Aqua Ladies -
Community Focus Involvement
• Consumer gathering • Housewife Community • Water Week Campaign
Mom & Baby Focus
• Mid wife activation • Pregnant Mom education • Water Week Campaign
It seems to work….! Refill Station share stable at 2010 level 10 000 jobs created in 4 years
1157
1861
2300
2,952 3,122
0
500
1000
1500
2000
2500
3000
3500
2009 2010 2011 2012 YTD 2013
# of AQUA Ladies
211 .000
712.000
756.900
# of HH To Served
Aqua Home Service continues to expand and reach more households
Aqua Home Service contributes to 5% of total Aqua volume
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