Introduction:

We are discussing two players from Bottled Water Market of India that is worth around INR
0.5 Bn and growing at a CGAR of ~7.4 p.a

Two important players for comparison from the packaged water market in India are Kinley &
Aquafina- there competition stems from their parent brands Coke & Pepsi

Brand Pyramid- Kinley

Purity standards gauranteed ( Bbon Boon

mein sachai is tagline in India)

15-35 , Male/Fermale, Responsible, Caring,

Respect Truth

Assuarance , Safety

Consistency and purity in water, reverse –

osmosis along with the latest technology to
ensure purity
Danube Bottle Design , All Blue look of the
bottle, Water droplet in the brand logo (on
packaging)
Brand Pyramid- Aquafina

Refreshing pure drinking water foer people

who are lways on a Go

20-35 , Male/Fermale who ove to travel, play

sports, go to concerts , food courts and cafes

Safety, Pleasure, Enjoyment

Taste and Purity of water with inque filteration

process

Distinct Swirl Bottle design, Logo having a

mountain with sunrise

Brand comparison
Though there is much less product differentiation possible in the packaged water segment.

Kinley

A) Positioning: Brand that assures and guarantees its TG with pure and consistent
drinking water experience at all times
B) TG for Kinley is spread from a small child to the youth living in families ( as seen in
the commercial https://youtu.be/6Hv6S8vAcVQ

Where as

Aquafina

A) Positioning: Brand for taking drinking water and refreshment of consumer always on
move- You are attending concerts, travelling, playing sports – You focus on that for
drinking water and refreshment needs of yours Aquafina is there
B) TG for Aquafina is youth centric , where in they are looking forward to do more
outdoor activities
Brand Value and Equity
Brand Market Cost of litre Per capita
Share of water consumption
in year
Kinley 35% INR 20 5 Litre/ year
Aquafina 15% INR 20 5 Litre/ year
Pvt label 5% INR 15 5 Litre/
year
*Data for FY 2019

Assumption: Private label share is 5% and margin is 20%, Price is INR 15 per litre

Calculation for Kinley vs Pvt Label

Annual Revenue Premium Per Capita= [(0.35*20)-(0.05*15)](5)=[7-0.75](5)= INR
31.25
Additional Variable Cost= [0.35-0.05]* [1-0.2]*15*5= INR 18
Brand Equity of Kinley= [31.25-18]*Population of India= (13.25*130 Mn )= INR
1722.5 Mn

Calculation for Aquafina vs Pvt Label

Annual Revenue Premium Per Capita= [(0.15*20)-(0.05*15)](5)=[3-0.75](5)= INR
11.25
Additional Variable Cost= [0.15-0.05]* [1-0.2]*15*5= INR 6
Brand Equity of Kinley= [11.25-6]*Population of India= (5.25*130 Mn )= INR 682.5
Mn

Clearly Kinley has a larger brand equity than Aquafina in India

Source
Introduction:
http://fnbnews.com/Beverage/current-scenario-of-water-bottling-companies-in-india-53493

https://www.statista.com/outlook/20010000/119/bottled-water/india

https://www.bizvibe.com/blog/food-beverages/top-10-mineral-water-brands-india/

Brand Pyramid: Kinley

https://economictimes.indiatimes.com/industry/cons-products/food/kinley-packaging-for-
relaunched-bonaqua-move-aimed-at-boosting-flagging-sales-of-the-
product/articleshow/52352469.cms?from=mdr

https://www.coca-colaindia.com/brands/know-kinley-water

https://www.coca-colaindia.com/brands/kinley/kinley-water

https://youtu.be/6Hv6S8vAcVQ

Brand Pyramid: Aqaufina

https://www.indiamart.com/proddetail/aquafina-13746064133.html

https://www.marketing91.com/marketing-strategy-of-aquafina/

https://www.marketingprofs.com/ea/qst_question.asp?qstid=5225

Brand Equity & Value

https://www.mbarendezvous.com/general-awareness/mineral-water-market-in-india/

https://www.bottledwaterindia.org/

https://www.quora.com/Why-does-1-litre-of-mineral-water-cost-Rs-20-in-India