Director: Tanveer Muneer

Introduction

• Bottled water consumption has grown exponentially.

• Perceived as being safer and of better quality.

• The market for mineral water has been showing a mushroom growth trend over the last few years.

• Moreover the bottled / mineral water has been emerging as a daily preference of the middle and upper classes.

Cont…

• Karachi facing problem of drinking water shortage.

• This further integrates the demand for pure drinking water in Karachi.

• Around 58 well known players in bottled water sector.

• Retail market consists of 0.5 liter, 1.5 liter, 3.1 liter and 5.0 liter capacity PET bottles.

• Bulk market consists of home & office delivers in 3 & 5 gallon cans.

Company Introduction

• Atlantis Plus is an Australian based company

• Exclusively deals with water having a vast range of mineral water & water treatment systems globally.

• Atlantis Plus is approved from Pakistan Standard & Quality Control Authority under the license number CM/M-1614.

• The said organization is also a member of water quality association.

Nature of business

• Atlantis Plus exclusively deals with water related product.

• In Pakistan it provides mineral water, at domestic and commercial level.

Product information

• We sell water in standard 19 liter mineral water bottle.

• Atlantis is the 2nd company in Pakistan which deals in 19 liter mineral water bottles, exclusively, and approved by all the respective quality assurance authorities.

• Throughout Karachi Atlantis Plus is providing services at public, Government and private sector.

• The company has honor to have various national/multinational companies in its clients list.

Cont…

• This water is purified by dual reverse Osmosis process & necessary minerals are added which are essential for human body.

• Through advance technology physical and biological contaminates are removed and make the water fit for drinking and portable.

• All process of water treatment and its packing is observed in a highly hygienic environment and scaled.

Service

• Atlantis provides free delivery service on regular intervals at your door step.

• Terms and conditions are set at the time of account opening.

• Atlantis Plus priorities its delivery services.

• We also provide after sale services with a high level of commitment.

Why Atlantis plus Pure Water?

Refined Business Model

• Delivering Exceptional business value to our clients is our primary goal at Atlantis plus Model.

• We understand that our success is strictly measured by success of our clients.

Unique way of water purification

• Atlantis plus is using the same Technology which is in use with NASA and approved by.

• 1) “Pakistan Standard of Quality Control Authority” (PSQCA).

• 2) “The AKU Hospital Karachi”.

• 3) “Central Research Laboratory Public Health Engineering Department Punjab & Sindh”.

• Strength & expertise of Atlantis Plus is of advantage to consumers, both in terms of improved quality and competitive pricing.

Benefits

• The technology ensures a cost effective solution to produce a drinking water free of all contaminations as listed by WHO.

Bacteria-Free Water.

Water with Balanced NATURAL MINERALS vital for a healthy life.

Boosts stamina and body metabolism

Shield against Waterborne Diseases

Quality with Affordability

Our Clients Includes these Markets:

• Banking & Finance Industry. • Insurance Industry. • Telecom Industry. • Media Industry. • Educational Sector. • Fast Food Industry. • FMCG Industry. • Automobile Manufacturing Industry.

Cont…

Distribution Firms.

Group Companies.

Franchises.

Hotels.

Clubs.

NGOs.

Hospitals.

Macro-Environment

• Demographic Environment:

• -Atlantis Plus will be above 13 years of age.

• -This constitutes about 62.4% of the total population of Karachi

Cont…

• Economic Environment

• -The economy of Pakistan is a very crucial external factor in understanding the demand for our product before we could actually launch it.

Cont…

• Technological Environment

• -One of the most dramatic forces shaping people’s lives is technology.

• -For our product Atlantis Plus technological forces do play an important part.

• -Our offering is totally based on technology.

• -Therefore we will be walking with the technological developments and will be updating our machinery and equipment accordingly.

Market Potential

At an average, a Pakistani consumer spends 42 % of income on food.

Retail sales of processed foods are expanding by 10%/year

Consumer often prefer branded food items for both quality and status reasons

Demand for packaged food is growing

Key factors are: 1. Changing lifestyle 2. Influence of foreign media

Cont…

• Per capita real GDP has increased at an average of 5.6 % per annum during the last three years.

• This increase has led to a rise in average income of people and a increase in consumer spending.

• Targeted segment- youth and elders- is health conscious and thus adds to the demand.

Industry SWOT analysis

Strengths:

• The main strength is the lifestyle of the people is changing & this is reason that some local & multinational companies are entering in this industry.

• Demand is increasing day by day in the bottled water.

Weaknesses:

• Lack of awareness & the poverty.

• Lack of promotion & advertising

• Sometime the lack of availability in the remote areas is also the strong reason

Cont…

Opportunities:

• Big competition in this industry is big opportunity in this industry and people are becoming more health conscious

Threats:

• Trust of people is the main threats in this industry. So there should not be any complaint in this industry.

Company SWOT analysis

Strengths:

• Low pricing

• Demand supply gap

• Immaculate delivery system

• Delivery / Availability

• Quality customer relations

• Best quality of water purification.

Weaknesses:

• Low market share

• Low capital for huge Marketing / Advertising

Cont…

Opportunities: Increase in health related education/ awareness Capitalization on health consciousness Use of Bottled water as a corporate status symbol Increase in inflation is persuading companies to cut costs New market will lead us to Home base customers

Threats: Economic instability Increase in traffic as barrier for timely delivery Fall in purchasing power Lack of disposable income

Market Analysis

Major players in this industry are:

Nestle

Nature

Aquafina

Kinley

Others

Market share of different companies in Pakistan

Consumer Analysis

When you use bottled water? Results show: More people using bottled water, when they are on traveling and some people use at office or university and 25 % use at meal.

http://www.pcrwr.gov.pk/

Promotional Offers:

• Free Water Dispensers (number of dispensers shall be variable).

• Initial Sampling.

• Corporate Discounts & Packages.

• Gifts & Giveaways.

Sales Force Management

• The sales force has been allocated regions for added efficiency and monitoring the potential of each region.

• The regions within Karachi have been designated by the districts.

• Each region has been allocated with 2 sales representative.

• Each representative is given commission per sales which amounts to 2% of the first month’s order.

Cont…

• The regions comprise of commercial & non-commercial customers however we will move on to the household level by inducting more sales persons.

• Sales force is monitored by the sales manager who reports directly to the CEO.

• Sales manager assigns targets and also monitors the results, finally submitting them to the CEO for decision making.

Sales Orientation

• The sales force targets the DMUs in target organizations.

• The sales persons have been given authority to negotiate the prices with flooring set by the top management, in order to avoid negative pricing.

Cont…

• The sales force has been equipped with real time order books for added efficiency.

• The sales force is trained to handle customers’ complains and feedback for product and service improvement, without compromising on customer retainer ship.

Key Account Strategy

• Our customer portfolio includes corporate customers with substantial consumption of bottled water.

• The following strategy has been adopted for the efficient management of the corporate customers:

• Corporate deals.

• Segregation of key Accounts with respect to current order size and potential order size.

• Annual orders shall be subjected to significant cash discounts.

Cont…

• Each sales executive shall be allocated certain customers. These reps shall be responsible for providing respective services to the same.

• Sales manager shall ensure that the service quality is not improvised.

• Reference selling to take place through satisfied customers.

• Cold calling to potential customers.

Product Pricing

Category Percentage Rs.

Raw Material 23.7% 15

Overheads 3.4% 1.92

Bottling, Filling, Packaging 9.1% 25

Promotion Expense 9.1% 5

Delivery Cost Variable 12.49 avg

Profit Margin 7% 4.9

Sales Tax 16% 8.79

Price after Sales Tax   68.2

     

Total   70/ Bottle

• Total Market Size is 1.7 Billion Liters / Year

• Our Market Share for First year would be 5.7Million liters Per Year

• Which is 0.57% of the total market size in Pakistan.

• The reason for having such and insignificant market share is the fact that we are only targeting Karachi.

• However, when we will go for nation wide sales once our product has achieved desired results, our share is expected to increase to 6.8%.

Market Share

Thank you !