Title: BrandWater The evolutionary concept of mineral water with individual labels
1BrandWater The evolutionary concept ofmineral
water with individual labels
2Agenda
- Presentation of Company Products
- The Business Strategy
- The strategy of external use BrandWater
- Approval of Distribution
3Company Products International
- Company Products International A/S is founded in
2005 and is the owner of the unique concept
BrandWater and owned by Morten Ernstsen and
Klaus Brink - Basic idea is to develop techniques, system and
marketing concepts based on customised product
ideas - CPI owns the concept, trade names and patents,
and manages logistics, procurement, marketing and
IT
4Company Products International - sales
- Company Products International is active in 12
countries in Europe - DK Company Products A/S (Aarhus)
- DE Company Products GmbH Co.KG (Husum)
- NL Company Products B.V (Rotterdam)
- UK Company Products Ltd. (London)
- SE Company Products (Malmø)
- NO MikroPartner (Oslo)
- FR, Be, AT, CH, FI, IE Company Products
International - East Company Products International
- Until now sold 15 mio. bottles over 24 month
5Business strategy
- Target
- To develop tailor-made bottled individual label
mineral water for every company with more than 10
employees for internal and/or external use - Starting points
- 2 mayor overall trends
- The significance of customised products.
- The tendency to drink of bottled water or just
water - The choice of a supplier is mainly based on
security (product/supplier/confidence) loyalty
and quality of the product. - The focus of the concept flexibility, quality
and service
6Why bottled water
- The Product water
- basic need for a healthy life (more energy,
mental and physical well-being) - part of a cool and healthy lifestyle
- Important tool in the fight against
obesitas(the drinking of water is stimulated by
government, world health associations etc..) - The consumption of water is increasing (vs. soft
drinks) - Average consumption min. 1 ltr. pr. day
- As communication tool
- Average contact time with the message on a bottle
30 min. - Out of studies confirm communication through
bottled water is 20 times more effective than
leaflets - Low cost
7Use of bottled water
- For external communication
- As information medium (new housestyle, new
structure, invitation, mailing, personal
recruitment ...) - In-car marketing (lease cars, carrepair, glas
repair,..) - In-store marketing (communicate promotions,
future activities,..) - Give-away (at fair, congress, )
- Sponsormedium during events
- Co-advertising (sell a part of the label,
sponsors) - Fundraising
- For internal communication (daily use, meetings,
opening factory, product introduction, new
employees, company events)
8Decision process and market potential
Internal consumption
External use
XXXX companies
COMPANY WATER Marketvolume ?? M liter
BRAND WATER Market volume ?? M liter
XXXX companies
XXXXX companies
DK figures Potential in total 40.000 companies
with more than 10 employees Represent approx. 1M.
employees. Yearly consumption of soft drinks,
water etc 250M. litres
9Company Water
- Water for Internal use for employees and
meetings, catering and house brands - Min. yearly contracts of 100.000 bottles.
- 90 logistic solution, 10 internal communication
- Focus on quality, safety and logistic-solutions,
as warehousing, reordering, servicing - Competition against branded water and tap water
- Sales Strategy Trough direct sales
10Brand Water - the ultimate flexible concept
- Water for external use or marketing issues,
promotion, events, giveaways - Min. order 1 pallet
- 90 marketing and 10 logistic
- Focus on flexibility and marketing opportunities
- Competition against other media
- High margin gt indirect sales through yearly
agreements with distributors primarily in the
promotion sector, business gifts and event
organisations - Sales Strategy Trough dealers
11Mineral Water Husumer Mineralbrunnen
- Harmony Mini 0,33 ltr
- 1 pallet 1764 bottles (transp) also 1004
- Harmony Mini Blue 0,33 ltr
- 8 pallets
- Harmony Classic 0,51 ltr.
- 1 pallet 1512 bottles (transp, blue, black)
also 648 - Harmony Classic Blue 0,51 ltr.
- 1 pallet 1512 bottles (black)
- Harmony Media 0,51 ltr.
- Specials
- Ekspress 10 days from deadline
- Carbonated from 4 pallets
- Sportscap from 2 pallets
- MediaLabel from 8 pallets
12Cooler assortment
- CCC80 cheap and easy
- CCC90 - silent
- VOC75 specially for retail
13BrandWater
- The ultimate flexible concept
- based on bottled natural mineral water
14Goals for BrandWater
- To build a distribution network in Europe based
on the Brand Water concept to sell 200M bottles -
- Expected number of distributors approx 600
- 20-30 selling between 1.000.000-3.000.000 bottles
(in total 20-90 M bottles) - 100-200 selling 300,000-1,000,000 bottles (in
total 30-100M bottles) - 400-600 selling 30,000-300,000 bottles ( in total
12-180M bottles)
15Demands to be a distributor
- Financial approval
- Follow administration, marketing and operational
guidelines - Have access to support facilities to make labels
- Necessary market investment
- Minimum sales 30,000 bottles
- Expected start costs
16Brand Water - distributor
- Distributor
- General Dealer
- BrandWater Dealer
- BrandWater Partner
17Brand Water - distributor
- Dealer
- Test-period 3-6 month
- Dealer pricelist
18Brand Water - distributor
- BrandWater-dealer
- Distribution-agreement min. 30.000 bottles a year
- Access to the Label Generator/for ordering
- BrandWater-dealer pricelist
- Start costs
- Alternativ A 1500 Euro (3000 Euro split CPI /the
dealer) - Introduction programme
- CCC80 with own label
- 1 pallet of Harmony with own label
- Marketing package (Manual, Saleskit, Ad kit)
- Web-site
- Alternativ B 750 Euro
- Introduction programme
- Marketing package (Manual, Saleskit, Ad kit)
- Website
19Brand Water - distributor
- BrandWater Partner
- Distribution-agreement min. 100.000 bottles a
year - BrandWater Partner-pricelist
- Partner fee 500 Euros pr. month
- Productdevelopment
- Marketing/Marketdevelopment
- 2 Yearly meetings
- Ex. 100.000 60 pallets (10 salespeople, 2
clients, 3 pallets)
20Distribution-structure
BrandWater-Partner
BW Partner pricelist Partner-agreement 500
Euro/mth Productdevelopment Marketdevelopment Clie
nt forward
BrandWater-Dealer
BW Dealer pricelist Distribution-agreement Startfe
e -1500 Euro 1 CCC80 displaybox 1
pallet/Harmony Brochures Marketing-CD Website Labe
lgenerator Education
Dealer
Dealer-pricelist Buying agreement Manual 1
collo/bottle samples
21Brand Water - actions
- Approval of distributorship
- Meeting
- Financial and Organisational approval
- Contract/agreement
- Action plan I
- Testperiode 3-6 month
- Actionplan II
- Official dealer
- Education in IT and systems
- Education in products and sales
- Actionplan III
22Brand Water - offer
- Attractive and competitive prices
- Door-breaker. Running business.
- Extra margin min. 10 cent pr. bottle (approx.
150 Euro/pallet) - Only ordering and labels. Company Products takes
care of all logistics and production. - Approved concept.
- Everyone company is a potential client.