Table Of Content

ACKNOWLEDGEMENT ........................................................................................ 2
EXECUTIVE SUMMARY ....................................................................................... 2
INTRODUCTION ..................................................................................................... 3
OBJECTIVE.............................................................................................................. 4
MISSION STATEMENT.......................................................................................... 5
VISION STATEMENT ............................................................................................ 5
4P’s MARKETING ................................................................................................... 5
SWOT ANALYSIS ................................................................................................... 6
RISK STATEMENT ................................................................................................. 8
ORGANIZATION’S STRUCTURE ..................................................................... 10
MARKET SEGMENTATION................................................................................ 10
LOCATION............................................................................................................. 12
COMPETITION ...................................................................................................... 13
FINANCIAL PLAN ................................................................................................ 14
RISK STRATEGY OF THE COMPANY .............................................................. 14
CONCLUSION ....................................................................................................... 15
REFERENCES: ....................................................................................................... 15
ACKNOWLEDGEMENT

The accomplishment of my research was possible only due to the cooperation, coordination and
united efforts of different individuals, several sources of material, knowledge and time.
Pertaining to this I therefore take this opportunity to express my deep sense of gratitude to entire
staff and employees of the La Rochel.

I am very grateful to CEO for his guidance and encouragement for his Kind Cooperation.

The moving spirit behind this research was all of them, without their constant encouragement
and support this research would not have been a successful outcome.

EXECUTIVE SUMMARY

TITLE: ANALYSIS OF MARKETING STRATEGY OF WATER INDUSTRY

Rationale of study:

Water is the most important liquid in the world. Without water, there would be no life, at least
not the way we know it. In today's living condition, the need for Pure Drinking Water is
becoming the issue for the common Man. Eighty percent of the human metabolism consists of
water. This is the reason why 90% of human diseases are water borne.

There are rapid changes that are taking place in our environment since long and the air and the
water pollution is on an increase. The main source of drinking water is river and downstream
which also have not been able to escape the pollution. When a consumer became aware of the
problems caused by water pollution the market saw an advent of ceramic water filters, which
filters the dust and suspended particles but dissolved impurities and microbiological impurities
are not cleared out. The mineral balance is also not maintained.

2007's witnessed more changes by a tap attachment wherein Iodine resin is used to filter the
water. It deactivates microbiological impurities to an extent but has side effects due to iodine and
it does not take care of dissolved impurities mineral balance.
 Logo:

Brand Name: LA ROCHEL

INTRODUCTION
As individuals are turning out to be increasingly cognizant about the need of new and clean
items, additionally the drink business sector is advancing moving from items with various
additives toward more common and solid items. In the same time, the customer is asking an
invigorating refreshment as well as a drink with a reason, either serving to reestablish vitamins
exhaustion over a long-working day, either to give a jolt of energy for late working hours still at
the workplace either for instance to adapt to stretch, get casual or to have a more beneficial skin.

Taking into account this pattern, another class of beverages rose in the most recent 10 years,
which means the practical refreshments! Basic to our methodology is moderateness, both for our
clients, and for our business. We have struck a harmony between meeting our duties, being
trusted to convey an extraordinary administration, and having the capacity to contribute inside
adequate and suitable limits for the eventual fate of the administration we give. In accomplishing
this, we have drawn on aptitude what's more, experience inside the organization, together with
the dynamic association of an extensive variety of outer master supposition boards. These boards
have included agents from our quality controllers, business, buyer bunches, advancement
powers, nearby and local government, scholastics, and specific vested parties.

Taken in the round, the boards' perspectives speak to the special way of our developing area
where the effect of environmental change is liable to be exceptionally noteworthy. They have a
itemized comprehension of our business and the issues we confront. Numerous are likewise
effectively occupied with work that supports the monetary reasonability of this district. We have
profited colossally from their info. This strategy for success accompanies the confirmation that
our recommendations have been liable to the thoroughness of intensive and point by point
investigation. We trust that the result puts the interests of our clients, and the locale we serve, at
the heart of our plans. The future expense of raising funding to back our business is, at present,
profoundly unverifiable. The scale and profundity of the current money related emergency and
decay in the general economy are remarkable in late decades.

OBJECTIVE
La Rochel is a tasty, natural and refreshing functional beverage that is enriched with the right
amount of vitamins and other functional ingredients to allow the consumer to overcome the day-
by-day challenges of a busy work, both from physical & cognitive perspective. Our aim is to
help our consumers embracing life with performance and happiness: make every day better,
easier and more performing by changing the way peoples are drinking. La Rochel will
distinguish itself by the following characteristics: 1. The first functional beverage in France, a
healthy alternative for regular soft drinks 2. It will be promoted as a drink with no evil
preservatives: no artificial coloring, sweeteners, preservatives, additives are allowed in the
composition. 3. It is a drink enhanced with functional vitamins and supplements to support
consumers in their today’s everyday life but mostly when facing cognitive demands. 4. It will be
fresh and aromatic with slight hints of original ingredients.

The world has changed since we arranged our Draft Business Plan and we are having to be
capable at dealing with our everyday operations, while getting ready for the future at once of
remarkable vulnerability. The economy is in profound subsidence; some of our clients are
confronting expanding trouble in paying their bills; the money related markets are in turmoil;
and the pace of lodging development has hindered impressively. We are keeping on seeing
expanded upward weight on our working costs; benefits costs keep on rising as well, in huge part
due to falling financing costs; and business rates have raised further.

Regardless of these testing circumstances, all through the business arranging process we have
been resolved to do whatever we can to meet our yearning of constraining increments in client
bills to close to a normal of 1% p.a. throughout the following five years. We take significant
pride in having accomplished this. Our thorough way to deal with the generation of the
Arrangement has included listening painstakingly to clients, controllers and others. Their input
has been productive and positive, and we have kept on testing each part of the Plan to endure
down on expense, to be sensible on anticipating and to concentrate on needs and reasonableness.
MISSION STATEMENT
La Rochel will be generally perceived as the most inventive and adaptable supplier in the
commercial center by concentrating on protected, prudent and earth sound arrangements. Our
workers will give the most financially savvy incorporated arrangements included designing,
hardware, science and administration to enhance client operations. We are focused on giving our
workers with chances to learning and self-improvement. Innovativeness and development are
supported for enhancing viability of our answers. Workers will be given the same appreciation
and responsiveness inside the association which they are required to impart to clients.

VISION STATEMENT
To be the worldwide pioneer in giving imaginative, excellent items, frameworks, and answers
for the transport, preservation, control, and safe utilization of water through an emphasis on
clients, advancement, and persistent improvement. We submit our vision through making our
business, society, and environment feasible. "At river, we are a group with common admiration,
compassion, and self-inspiration. We together endeavor to make a more advantageous future for
the group and the planet earth."

4P’s MARKETING
Product

La Rochel has some expertise in water and related drinks. The organization offers water, Italian-
style coffee refreshments, icy mixed drinks, and additionally a determination of premium teas.
What's more, the firm additionally offers espresso related extras and hardware. There's
numerous, a wide range of flavors and you can get them. Some of their most prevalent water fall
into the Chai tea class. It's a fiery dark tea with cardamom, cinnamon, dark pepper and star anise.

Price

La Rochel reported that it would raise costs because of the expanding cost of espresso beans,
dairy and other crude material. La Rochel hopes to keep up or bring down the cost of some of its
most mainstream refreshments, including certain coffee drinks; and, in many markets, its famous
$1.50 tall blended espresso; and to raise costs of work escalated and bigger measured
refreshments Not at all like the espresso, tea costs aren't founded on the size, rather it depends on
the quantity of tea packs, since water is entirely modest in non-bottle structure.

Place

La Rochel Company, Inc. is situated at 3475 Victory Blvd, Staten Island, in Staten Island, New
York. La Rochel Canada is situated in Toronto, Ontario. La Rochel Capital Asset Leasing
Company is situated in Delaware. La Rochel has branches in Argentina, Australia, Chile,
Singapore, Japan and the UK. La Rochel waters and teas were accessible in around 39,000 staple
and stockroom club stores, 33,000 of which were in the US and 5,500 in universal markets. The
CPG section incorporates bundled espresso and tea and marked items sold worldwide through
channels, for example, stockroom clubs, comfort stores and supermarkets.

Promotion

La Rochel began a group site, My La Rochel Idea, intended to gather recommendations and
input from clients. My La Rochel reward program permits individuals to gain a free drink after
each 15 buys at taking part Starbucks stores. It's uncommon for you to discover a La Rochel
promotion in an announcement, promotion space, daily paper or blurb in spots where you can
hope to see notices for most different foundations. La Rochel stresses quality above cost and
different elements it could underline. The organization has tried really hard to make a "group
climate" among premium espresso darlings. In 2015 La Rochel presented the La Rochel Card, a
put away esteem card for clients to utilize and reload.

SWOT ANALYSIS
Strengths

• Strong brand positioning in the market.

• The labeling and printing on the bottles are very creative which is found to be the appealing
feature for its consumers.

• One of the fastest leading water bottled brand to be known in the industry.

• A strong online presence with the same creative brand outlook.

• The brand contains 15 functional varieties combined with unique nutrients.

• Vitamin Water's design has the most demand amongst the consumers for its impactful design
and creative advertisements.

• Diversified flavor available unlike other water bottled brands.

• Each bottle has 125 calories.

• It has Strong market share.

• Creative advertising campaign and its market positioning as a fun, trendy and healthy drink is
one of the successful reason for the recognition of the brand.
Weaknesses

• The Vitamin water is criticized for being an unhealthy beverage and presents a deceiving image
for the consumers.

• Less advertising of products in other 50 demographic regions.

• An 8 ounce serving contains only 66 calories where the actual serving size is 2.5 that contain a
total of 165 calories.

• Fluctuation in demand can fade away the brand image.

• 33 grams of sugar in each bottle can create problems like obesity, diabetes and other health
problems.

• More expensive compared to other enhanced water products.

• The brand is often times marketed to complement as weight loss regime. Even no- calorie
vitamin water cannot be considered as healthy due to the artificial sweeteners added to develop a
taste in the water.

• Mostly people prefer to buy natural water compared to vitamin water.

Opportunities

• The brand has to adopt a strong market extension strategy in order to gain a competitive
advantage over other rival successful brands like PepsiCo.

• Usually competition in the flavored water market is very low so this can be an advantage for
the brand.

• Since 2007 the demand for soda drinking has been declining as people now prefer to buy
healthier drinks.

• Due to more health awareness the consumers will be more willing to buy the brand for health
and wellness factors to other carbonated or enhanced water drinks.

• The brand can create a strong market position in Russia partnering with ELBRUS MINERAL
WATERS LTD, one of the leading water brands in Russia. The brand can have a greater
opportunity of growth due to disposable income and poor quality of tap water available in the
country.

Threats

• Competitors like Aquafina and Pepsico are a big threat to the company as they are one of the
leading brands in the world since 2003.

• A lawsuit has already been filed against the brand for promoting obesity, diabetes and other
health problems.
• The product is not environmental friendly as people are now recycling plastic bottles ,therefore
the brand has to reconsider to make its plastic bottles environmental friendly.

• Economic crisis can have an adverse effect on the brand when people will prefer to consume
only natural water to drink.

INDUSTRIAL WATER DISCHARGE AND SUPPLY

Water is one of the principle challenges for maintainable improvement of industry in this
developing business sector. Right now, a maintainable system of enactment, the setting of value
guidelines, authorization and regard for water usage investment funds are missing and in this
way required. The fundamental test of modern wastewater administration is, beside the absence
of the privilege innovations, an absence of fitting observing offices, appropriate and precise
keeping of records, standard observing also, reconnaissance information for water quality control
and legitimate mechanical zone administration methodology. In the greater urban areas, the City
Development Committees are in charge of the control and are in charge of the water supply to
the modern zones. Be that as it may, because of an absence of solid city water supply, numerous
manufacturing plants use groundwater, henceforth making subsidence dangers.

La Rochel END-CUSTOMER

15-45 year old wellbeing mindful customers, who have a tendency to pick items with
wellbeing advantages instead of fizzy beverages as their refreshment

Income went from low normal to above normal

Location – real urban communities with more than 150 000 individuals populace

Educated, social and dependable shoppers are thought to be focused on

 Student or Workaholic careerist

Self sure

Social life: loves to travel, party, mingling

Features: strong, lively, inventive

Competences: dependable, proficient

More often than not he purchases his favored items from a neighborhood store, close-by his
home. There are various events when he goes to purchase different items from a neighborhood
Mega Image store. Somewhere else where he purchases distinctive items is the store adjacent his
personnel. Obviously, in weekends, when he goes to clubs/parties he purchases specifically from
those situations. It’s acquiring conduct is motivation driven, and dependably he is purchasing
just what he needs, in least amounts. It’s favored minute to expend his refreshments is in the
second part of the day, after his lunch with an expending crest when concentrating on, playing
amusements or going to parties.
ORGANIZATION’S STRUCTURE

MARKET SEGMENTATION
France has a creating, upper-center salary market economy, being the thirteenth biggest in light
of obtaining force equality (280.7 billion) and the seventeenth biggest in the European Union by
aggregate ostensible GDP with an aggregate populace of more than 21 million individuals. The
French money is dollar yet France will embrace Euro coin beginning with 2019. At the point
when the worldwide monetary emergency hit in 2008-09, France made a speedy recuperation
because of thought macroeconomic estimations taken by the Government. Simple of working
together in France as business people, we have additionally to consider nature and the open
doors France is putting forth to beginning a business here. The business sector of useful
refreshments in France is formed by:

i. Shots: Typically are conveyed in a little single-serve jug, contain a concentrate blend of
supplements joined to perform a particular capacity. Vitality shots regularly incorporate
useful fixings consolidated to give a moment support of vitality with an enduring impact,
in view of their abnormal state of caffeine and taurine. Likewise there are different
fixings like B vitamins, enhancing and a sweetener. The vitality shot business sector has
significantly expanded over the recent years since there is no sugar and are low in
calories. Shots give an advantageous approach to convey a nutritious advantage as an
other option to supplements or pills.
ii. Ready-To-Drink Teas: These are significant attractions for buyers, for the most part to
child boomers who are keen on solid and common items. The business sector for RTD
tea is an immaculate stage for idea designers to include useful fixings that may
extraordinarily expand shopper request and drive deals.

iii. Enhanced waters are fundamentally water in addition to a practical advantage

notwithstanding hydration, tending to different wellbeing conditions, from supporting in
vision to improving safety and protecting against ailment and ailment. It has turned out to
be generally acknowledged more often than not being vitamin waters.

iv. Sports Drink: Having the principle capacity to keep competitors hydrated while
reestablishing the electrolytes and starches and other supplements, these beverages are
exceptionally prevalent. Their primary fixings are potassium, calcium, sodium and
magnesium, which are lost by sweating amid activity. Amino acids are utilized to
moderate exhaustion and enhance muscle capacity while B vitamins are utilized to help
digestion system and produce vitality.

v. Energy drinks (Red Bull, Burn, and so on) is the most prevalent class. The expanding
number of working hours and the requirement for an exceptionally dynamic life make
bunches of individuals to expend caffeinated drinks as an approach to adapt to every day
requests. Generally, these beverages are having a base of caffeine and taurine and some
of the time a progression of other fixings understood for their enthusiastic properties like
Guarana.
LOCATION
The company will operate from approximately 2,600 sq. ft. of warehouse space in France, with a
portion of that space being set aside for office space. Sparkling Horizon is currently working
with county officials to identify and negotiate the lease on an appropriate site.

DELIVERIES
While IBWA represents companies of all sizes, the vast majority of members are small, locally-
owned companies, with 60% reporting less than $2 million in annual gross sales and 90%
reporting less than $10 million in annual gross sales. These are local family entrepreneurs with
deep roots and strong ties within their communities. Generally speaking, the bottled water
industry can be divided into two primary business models.

Home & Office Delivery

The home and office delivery (HOD) portion of the bottled water industry accounts for about
12% of the bottled water market. These services involve delivery of three, four and five gallon
bottles used with water coolers. This segment of the bottled water market has been providing
consumers with safe, quality products for over one hundred years in France.

Retail Bottled Water

The retail sale of bottled water to consumers accounts for about 88% of the bottled water market,
and is the largest and fastest growing segment of France industry. Consumers generally
purchase bottled water in convenient 2 ½ gallon, 1 gallon, and smaller sizes - including the
familiar 16.9 ounce bottles - through grocery, club, and convenience stores; supermarkets; and
vending machines.

As the country heralds in a new era under a democratically-elected government, it’s crucial that
policies and strategies are implemented to deal with these issues.

It is expected that the route delivery person will make approximately 40 deliveries per day, or
400 per month. One delivery person will be needed at the start and an additional delivery person
will be added when the number of monthly deliveries exceeds 1,600, which is anticipated at the
end of the fourth month of business.
COMPETITION

There are currently 13 bottled water distributors listed in France share pages, however only 7
companies are actively engaged in home and office delivery of drinking water. The other 6
companies are equipment sales representatives. The 3 largest competitors are:

1) Crystal Water

2) Rain Man Water

3) Hello! Water

However, these firms, in total, control just 5% of the potential market for bottled water,
according to the local Small Business Administration office. In fact, all have stated by phone that
they constantly have more orders for coolers and water delivery than they can handle, indicating
strong demand for bottled water that has overrun the capacity of companies already in the
market.

Brands Share

Red Bull 40%

Monster 23%

Rockstar 12%

Burn 10%

Doubleshot 8%

No Fear 5%

AMP 2%
FINANCIAL PLAN
Countries First Year Second Year Third Year

1) Spain 5,2 million USD 7,3 million USD 15,000,000 USD

2) Japan 2,2 million USD 6,7 million USD 12,000,000 USD

3) Germany 4,3 million USD 5,3 million USD 11,000,000 USD

4) Italy 1,2 million USD 3,8 million USD 8,000,000 USD

5) Portugal 6,1 million USD 2,5 million USD 9,000,000 USD

6) France 4,4 million USD 6,6 million USD 17,000,000 USD

7) Argentina 5,1 million USD 8,1 million USD 12,000,000 USD

Where expenses in a particular industry are highly predictable, or where the buyer intends to cut
expenses drastically after the sale it may be reasonable to value the business based on some
multiple of gross revenues.

For example, some service businesses can be valued at four times their gross monthly income. A
variation on this would be to divide the gross income figure by a capitalization rate, as with the
capitalization of earnings method discussed above. The problem with either of these methods is
that they ignore the fact that two businesses in the same industry with similar revenues can have
greatly different profitability margins, depending on their expenses.

RISK STRATEGY OF THE COMPANY

A diagram summarizing our approach can be found inside the front cover of this document. The
focus of our strategic goals over the next twenty-five years is to: keep bills at current levels of
affordability increase the resilience and reliability of our water and wastewater services secure
and conserve water resources anticipate and invest for growth in our region improve the
environment mitigate and adapt to the impacts of climate change improve our efficiency and
flexibility.

We have a clear and long-standing strategy to increase the level of metering across our dry,
water-stressed region. We believe that metering is the fairest way to pay for water and is an
effective driver for much greater water efficiency. This is in line with government strategy, as set
out in Future Water. Our metering program is an important part of our business strategy overall.
As a water stressed area we are required to consider compulsory metering, and we favor a phased
approach. Over AMP5, we plan to increase meter penetration from 63% to 80%. We require new
sources of water supply and will pursue all credible demand management options. We do not, at
this stage, favor compulsory metering, as our customers tell us that they are strongly against it.
So we favor a program that includes cost beneficial measures to accelerate the rate of metering.
Increasing levels of metering mean that a typical unmetered customer will see higher price rises
than a typical metered customer, as existing cross subsidies between metered and unmetered
customers unwind, an outcome of the tariff setting mechanism.

CONCLUSION
La Rochel will be an alternative to traditional existing beverages in France, being a functional
quality product and still affordable. It is healthy, natural and clean product, with no preservatives
but with a well-balanced formula containing vitamins and active ingredients blended in a unique
composition intended to help our consumers to stay focused and productive while meeting
cognitive demands.

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