This is a hypothetical business

plan.

A Business Plan on
Boxed Water

Prepared by:
HGR Consultancy
3 March 2021 1
Table of Contents

• Statement of the Problem …………………………………………….. 3

• Market Size and Trends …………………………………………………. 14
• Environmental Scanning (STEP-N Analysis) …………………….. 18
• Competitive Analysis …………………………………………………….. 22
• Target Market ………………………………………………………………. 25
• Product Strategy ………………………………………………………….. 31
• Pricing Strategy ……………………………………………………………. 51
• Place Strategy ……………………………………………………………….. 58
• Promotion Strategy ……………………………………………………….. 68

2
Statement of the Problem

3
Statement of the Problem

Main Story:
• Non-biodegradable plastic waste pollution impacting
Filipinos’ quality of life

• Single-use plastics, particularly plastic water bottle, has

overwhelmed the country’s dumping sites and pollute its
water systems

• Water supply interruption particularly in highly urbanized

areas

• Unsafe and contaminated drinking water from the tap.

• Plastic water bottle water may not be 100% contaminant-

free and not BPA-free which is a toxin that is harmful to the
body.

4
Statement of the Problem

Plastic-waste Pollution: A Key Environmental Issue in the Philippines

• 2.7 million tons of plastic waste are generated in the Philippines each year, 20% of which
is estimated to end up in the ocean (McKinsey, 2015).

• The Philippines stands as the third largest global contributor to the eight million tons of
plastics that are estimated to flood our oceans each year.

• The Philippines struggles with unsustainable plastic production and consumption and a
waste management infrastructure that relies heavily on open dumping sites, giving plastics
an easy path into waterways.

5
Statement of the Problem

Banning Single-use Plastics (SUPs)

A SWS survey showed that seven out of 10 Filipinos feel that the best thing to do with
SUPs is to ban their use at all times. The following is the list of materials that should be
regulated or used less:
• sando bags (71%)
• plastic straws and stirrers (66%)
• plastic labo bags (65%)
• styrofoam or polystyrene food containers (64%)
• sachets (60%)
• Tetra pack or doy pack for juices (59%)
• plastic drinking cups (56%)
• cutlery such as plastic spoons and forks (54%)
• plastic bottles for juice (49%)
• plastic bottles for water (41%).

In addition, 6 out of 10 said they are willing to buy their food condiments in recyclable or
refillable containers instead of sachets while 4 out of 10 feel that companies should find
alternative materials to plastic.
6
Statement of the Problem

Water Supply Crisis in the Philippines: A Common Occurrence

• With a burgeoning urban population and unsustainable water supply, Filipinos suffer from
water supply interruption on an intermittent basis, most particularly during the dry season
or during times when El Nino hits the country.

• During times of severe typhoons and flooding, clean water supply may be disrupted in
areas hit by these disasters.

7
Statement of the Problem

Access to Clean and Safe Drinking Water: Another Major Problem in the Country

• While many of the drinking water suppliers in the country claim that their water meets
regulatory standards, every now and then, people suffer from diarrhea or other related illness
due to unclean or contaminated drinking water.

8
Statement of the Problem
Access to Clean and Safe Drinking Water: A Major Problem in in the Country

• A 2017 PSA Study revealed that half of Filipino families’ drinking water supply is not
free from E.coli contamination at the source.

• Only 34% of Filipino families (47% in urban areas) have access to drinking water that
is free from E.coli contamination.

9
Statement of the Problem

Access to Clean and Safe Drinking Water: Problems with

Plastic Water Bottles

• While water from plastic bottles may be safe to drink, some are
however not 100% free from contaminants such algae, types of
bacteria, and chlorine.

• Some water plastic bottles may also not be BPA-free. Bisphenol A

(BPA) is an industrial chemical that is widely used as a monomer in
the manufacture of polycarbonate (PC). It is a clear, hard plastic
used in many consumer products including plastic water bottles. It is
a toxin that can seep into the water which may affect the brain,
behavior or prostate gland of fetuses, infants and children. BPA
affects the development of the nervous, immune and reproductive
system and considered as endocrine disruptors which can alter the
hormonal system of the human body.

• The Philippine Food and Drug Administration (FDA) has banned

feeding bottles and sissy cups that contain BPA.
10
Statement of the Problem

Access to Clean and Safe Drinking Water:

Problems with Plastic Water Bottles

• In addition, the PET (polyethylene terephthalate)

plastic bottles may also have chemicals known
as phthalates that have the potential to leach from the
plastic into the water. Phthalates are known endocrine
disruptors, which means they have the potential to
affect one’s hormones. If water sit in a plastic bottle for
a long time and allow it to be exposed to heat or
sunlight, this increases the risk of plastic breaking down
and getting into the water.

• The Philippine FDA warned the Filipino public against

refilling and reusing plastic water bottles for the
dangers it poses. Plastic bottles made from PET are
designed to be used only once.

11
Statement of the Problem

Consumer Pain Points:

• “Ang dami daming kalat na mga
basura at marami sa kanila ay mga
plastic, plastic bag, sachet, plastic
bote ng tubig, at iba pa. Umaapaw na •
nga sa mga trash can. Hindi naman
nare-recycle ang mga iyan.” (There is
so much plastic waste such as plastic
bag, sachets, plastic water bottles and
these can’t even by recycled.) – Dina,
aged 22
• “It’s so difficult during times when
Maynilad announces water
interruption which many times lasts
for hours. Nakakapagod at
nakakagalit pero what can we do?
(This is so tiring and it really makes
me upset but what can we do?)” –
Ramon, aged 25
“Meron kaming mga maliliit na bata sa bahay
at hindi puede ipainom and tubig galing sa
gripo. Bumibili kami nga bottled water,
minsan sa refilling station, minsan galing sa
supermarket. Malinis naman siguro ang
tubig gripo kaya lang hindi talaga ako
sigurado na malinis itong inumin ng mga bata
kaya bottled water na lang kaysa magkasakit
pa sila. (We have young children at home
and we can’t just give them water from the
tap. So we buy bottled water from the
refilling station or from the supermarket.
Water from the tap may be clean but I am not
really sure whether it is safe for children to
drink it so we just buy bottled water to
prevent them from getting sick.)” – Maria,12
aged 32
Statement of the Problem
Problems
• Non-biodegradable plastic waste
pollution, particularly plastic water bottles
• Water supply interruption
• Unsafe and contaminated drinking water
from the tap
• The commonly used plastic water bottles
may not be 100% good for the health as
harmful toxins may leak to the water.
• Plastic water bottles made from PET may
also be harmful and cannot be reused.
Consumer Wants
• Eco-friendly (biodegradable and
compostable) packaged water
• Regular and steady water supply,
particularly drinking water
• Safe, clean and good-for-the-
health drinking water
• Reusable drinking water
container.
13
Market Size Evaluation

14
Market Size

Market Size and Growth Projections

• Packaged or Bottled water competes with tap water

as well as with soft drinks and juices.

• Consumption of packaged water is high in countries

with problematic water supply. The recent growth
has been fuelled by a pervasive trend towards health
and wellness across many countries.

• Revenue in the Bottled Water segment in the

Philippines is projected to reach from US$2,383m
(Peso 119,150m) in 2021 to US$3,089m (Peso
154,450m) in 2025. The market is expected to grow
annually by 6.7% (CAGR 2021-2025).

15
Market Size

Market Size and Growth Projections

• Per person revenue is US$21.46 (Peso 1,073) in in

2021. The average per capita consumption will stand
at 56.9 L in 2021. Volume is expected to amount to
7,045.5 ML by 2025.

• By 2025, 16% of spending in the Bottled Water

segment will be accounted by out of home
consumption (e.g. in bars and restaurants). In the year
2020, a share of 30% of consumers is 18-24 years old.

• According to a 2017 Cint survey, 58% and 31% of

Philippine urban and rural households, respectively,
used bottled water or refilling stations as their source
of drinking water.

16
Market Size

Market Size and Growth Projections

In addition, Statista’s 2018 survey revealed that 51% of Filipinos aged 18+ regularly consume
bottled water.

17
STEP-N Analysis

18
STEP-N Analysis
Socio-Cultural Factors
• Increasing population hence higher demand
for clean drinking water
• A very young population, with parents wary
about regular access to safe and clean
drinking water for their children
• Many geographic areas becoming more
urbanized with large population; having
regular potable water supply will be
problematic
• Heightened on-the-go lifestyle increases
demand for clean drinking water for out-of-
home consumption
• Health and wellness awareness increasing in
many communities.
Technological Factors
• Need better and cheaper technology to
provide safe and clean drinking water
• Stringent regulatory norms and standards for
water quality are expected to increase the
demand for ultrafiltration and reverse osmosis
filtration technologies during the forecast
period
• Membrane filtration is gradually replacing
traditional water and wastewater treatment
technologies such as physical filtration or
biological and chemical treatment. This
technology is gaining acceptance and widely
being utilized throughout the world, as it is an
effective, efficient, easy-to-use, and
economical water treatment method
available.
19
STEP-N Analysis
Economic Factors
• There is an expanding middle class with
higher disposable income and rising
demand for clean and healthy beverages,
and an increasing preference for packaged
bottled water
• As competition in still bottled water is
mainly based on price, it may be crucial for
new players to offer similar pricing to
convey value to consumers.
• Economy to rebound post- covid pandemic
but with relatively high inflation rate in
recent months.
Political and Regulatory Factors
• Administrative Order No. 18 A. 1997 on
Standards of Quality and Requirements for the
Processing, Packaging and Labeling of Bottled
Drinking Water. It establishes the quality
standards to be met for processing, packaging
and labelling of bottled drinking water.
• Local laws or ordinances banning single-use
plastics
• National elections taking place in 2022; the
environment may be seen as a key political
issue. Any importation of equipment may be
affected if there are new regulations on
imports by the incoming administration.
Natural Factors
• Worsening pollution
• Regular flooding in many parts of the country
• Water supply crunch in Metro Manila amidst
environmental concerns if new dams are built
20
Market Trends

• As discussed in previous slides, the packaged or bottled water category in the

Philippines is growing. More households are drinking packaged water

• Increased health-consciousness among the general population

• Heightened awareness on the negative effect of single-use plastics to the environment

and to one’s health

• Out-of-home food and drink consumption has increased, including an increase in

travel, either for business or leisure (particularly evident before the covid pandemic)

• Greater consumer expectation for convenience and ready availability of products

21
Competitive Analysis

22
Competitive Analysis

Hope in a Box Wilkins Absolute Summit

Company

Annual Sales

Market Share

Product Strategy

Pricing Strategy

Distribution Strategy

Promotional Strategy
Strengths
Weaknesses 23
Opportunity Analysis

• A growing and young population Opportunity to introduce Boxed Water

to the Philippine market:

• Growing packaged water category

• Progressive ban of single-use plastics

• Very few direct competitors (i.e. using

boxes as container for water)

• Increased health-consciousness
Boxed Water is:
• clean and safe to drink
• Greater out-of-home drink consumption • environment-friendly
• beneficial to one’s health
• reusable/ refillable
• Strong need for convenience and ready • convenient to use
availability of products. • and helps provide ready supply of
drinking water, in and out of
home. 24
Target Market

25
Target Market

Primary Target Market for Boxed Water

Demographic Target
• SEC ABC Males and Females aged 15 to 39
• Students and Working Professionals
• Parents of young children aged 12 and below (Young families)

Geographic Target:
• Urban residents
• Key metros such as Metro Manila, Metro Cebu, Metro Davao
• Other 1st to 2rd tier cities such as San Fernando (Pampanga), Lipa, Iloilo, Bacolod,
Cagayan de Oro, and others.

26
Target Market

Primary Target Market for Boxed Water

Behavioral Target:
• Packaged or Bottled water buyers and drinkers (in-home and out-of-home
consumption)
• Consumers who:
– work outdoors or spend a large amount of their time outside their workplace
– are physically active, exercise regularly
– dine out on a frequent basis
– travel a lot locally, either for leisure or for business

Psychographic Target:
• Environment-aware and conscious
• Prefer convenience
• Highly concerned with safety and quality
• Health-conscious.
27
Target Market

Meet Josephine
Josephine, aged 32, is married with a 6 year old
son who just started schooling in a nearby small
private school.

Ana works at home as a writer and part-time

editor for a US-based content company. She
works Monday to Friday from 8am finishes by
5pm. She normally cooks twice a day and given
her busy schedule, prefers to have bottled water
readily available for her family. She also uses
bottled water when preparing fruit-flavored juice
for her son during afternoon merienda. She
always has a ready stock of packaged water for
her husband who brings a bottled water during
his daily commute to his workplace.
On weekends when they go out to a
nearby community park, wearing
their facial masks, they would bring
snacks and bottled water. She makes
sure that the plastic water bottles
are not directly under the sun as she
heard that it may spoil the water
inside which is not good for their
health. 28
Target Market

Meet Jhunjun
Jhunjun, aged 24, is a first-time Dad to a daughter and
he is always concerned about his child’s overall health
and well-being. He tries to come home from work as
early as he can so he can spend time with her before she
goes to sleep.

He has more time though with his family on weekends

particularly on Sundays when they would visit his sister’s
family who just live nearby. Given the pandemic, they
try to maintain a bubble where they keep visits to just
among themselves.

Jhunjun and his wife always make sure that her daughter
has her boxed fruit juices as well as bottled water
available when they go out of the house. His sister
drinks water from the tap and he had from time to time
reminded her about possible contaminants or chemicals
29
found in tap water.
Target Market

Secondary Target Market for Boxed Water

Targeting Institutional buyers (Firmographics):

• Private companies/offices
• Government agencies/LGUs offices; also as drinking water supply for natural disaster
evacuees in evacuation centers
• Hotels, restaurants, pubs
• Schools
• Sports centers, sports clubs
• Companies and stores operating in airports, train/MRT and bus stations, seaports.

30
Product Strategy

31
Product Description

• Boxed Water is a clean and safe drinking

water (100% purified) contained in a carton
box that is eco-friendly, i.e. 100%
biodegradable and recyclable, and is also
reusable/refillable.

• Boxed Water is a sustainable product

compared to water contained in plastic
bottles which many Filipinos consume each
day. Water is of course a healthy drink
compared to sugary drinks such as softdrinks
and fruit-flavored juices, many of which are
also contained in plastic bottles.

32
Product Description

The cap is plant-based

and comes from
The box is made sugarcane.
from paperboard
and paper waste –
a paper product.
The paper in the
boxes comes from
sustainable The aluminum serves as a
forests. barrier to light and oxygen,
protecting the flavor and
allowing the contents to last
. for months without
Boxed Water preservatives or refrigeration.
has a two (2)
years shelf life The polyethylene acts as a
from date of water-tight barrier and helps
production the box keep its shape.
33
Product Description

Boxed Water is A Safe Product and BPA Free

• BPA (Bisphenol A) is a persistent toxin (PT) found in many rigid
plastics, including many PET water bottles. PT's assault all life on
Earth and things like overexposure to sunlight and plastic bottle
corrosion can cause BPA to leach into drinking water. Boxed Water
is 100% BPA free.

Boxed Water is 100% recyclable

The entire product is 100% recyclable. After the pieces are separated,
they are either recycled or upcycled into other products. The
paperboard from these boxes can be upcycled into building materials
like ceiling tiles.

Boxed Water is Reusable/Refillable

The carton can be refilled and reused using clean drinking water.
Typically, one can reuse the box by refilling twice a day for 30 days.

Boxed Water has a smaller carbon footprint than bottled water

The boxes are shipped flat so they take up less space than fully-formed
plastic bottles. This means the company is able to ship 1 truck of 34
Boxed Water boxes for every 26 trucks of bottled water.
Product Description

• Boxed Water is also available in different variants that have health benefits
such as Boxed Water in lemon, cucumber, and grapefruit flavors. These
drinks contain zero sugar and zero artificial ingredients.

35
Product Uniqueness

Boxed Water Plastic Water Bottle

• Biodegradable
• Recyclable
• Reusable, Refillable
• Healthier, ie BPA safe,
contaminant-free
• Not made from PET
• Smaller carbon footprint; more
efficient shipping
• Efficient waste disposal (i.e. one
can flatten the box)
• Not Biodegradable
• Recyclable but only a fraction is
actually recycled
• Not reusable/refillable
particularly if made from PET
• Not free from contaminants
• Not BPA safe
• PET bottles which may leak
chemicals to the water
• Bigger carbon footprint; less
efficient shipping
• Inefficient waste disposal

36
Product Applications and Potential

• For in-home and out-of-home use for those who

want clean and safe to drink water
• For parents who want safe to drink water for their
children; or water for their children’s juices or milk
• For LGUs when distributing clean and safe drinking
water in evacuation centers. Given the product's
shape, more units can be loaded and shipped (than
bottled water) in trucks or boats to these centers.
More of Boxed Water units can be stored as well
than bottled water.
• Since Boxed Water can be flattened after use, it is
easier to manage their disposal than bottled water
which tend to overflow in many waste bins.
• For various offices, restaurants, hotels and pubs that
serve packaged water, more of Boxed Water units
can be stored and it is easier to dispose of this
product as well, particularly that many of these
establishments have limited space to store these
products
37
• Boxed Water is refillable.
Technology Required

• Boxed Water uses an 8-step water purification process which includes reverse
osmosis, carbon filtration, and mineral removal for purity, giving Boxed Water its
clean, crisp taste.

• For product safety, a UV light and ozonation process is used. Boxed Water is free of
chromium, arsenic, MTBE, chlorine, fluoride, and trace pharmaceuticals.

38
Skills Required

● Technical Scientific Skills and Knowledge:

○ Water treatment (purification) operations (carbon
filtration and reverse osmosis)
○ Plant engineering personnel

● Product Research & Development:

○ Chemical lab analysis, water quality analysis, long shelf
life analysis
○ Packaging integrity analysis

● Marketing and Sales Skills and Knowledge:

○ Needs identification and market strategy development
○ Consumer and dealer insights; consumer awareness
and satisfaction monitoring
○ Communication, promotion and PR skills
○ Distribution and point-of-sale skills

● Financial and Forecasting Skills and Knowledge:

○ Financial strategy planning and cost management
39
○ Demand analysis
Product Feasibility

40
Brand Name

• Boxed Water is the brand name for this new

product, as preferred by target consumers per
Name Test conducted. Criteria used were name-
product fit, uniqueness and recognizability.

41
Base: All Respondents (200).
Packaging
Boxed Water is available in different sizes for use in-home or out-of-home.

42
Protection

Trademark

Boxed Water

43
Product Support

• Customer Service, eg sales returns’ key questions:

– How many boxes inside the package were damaged or leaking?
– Does it look like the exterior of the box was damaged during
shipping?
– Were any of the seals on the boxes compromised inside?

• A Customer Feedback mechanism will be made available (online and call

center)

• Collection of used boxes (waste management; for recycling/ upcycling).

44
Product Positioning

• Eco-friendly:
– Biodegradable
– Recyclable
– Reusable/refillable
– Small carbon footprint

• Safe and clean

• Healthy

• Long life

• Efficient waste disposal.

45
Product Positioning Justification

Reasons to Believe:
• Eco-friendly: biodegradable, recyclable and reusable, small carbon footprint
– Made from paper which is 100% biodegradable unlike PET which is not
– Recycable
– Reusable: twice daily refill for the same Boxed Water will be good for 30 days
– Can ship more units of Boxed Water due to its shape than bottled water

• Healthy, safe and clean:

– BPA free and not made from PET
– Boxed Water has a pH level of 6.4 which is neutral or within the ideal range of
6 to 8.5. This offers the best hydration for the body. your body.
– Has variants with natural fruit flavors

• Long life
– Contains 1% aluminum which serves as a barrier to light and oxygen,
protecting the flavor and allowing the contents to last for months (2 years)
without preservatives or refrigeration.

• Easy waste disposal: used Boxed Water can be flattened for easy disposal/storage
unlike plastic water bottles. 46
Product Positioning Justification

Boxed Water is biodegradable, recyclable and reusable.

Upcycled Boxed Water as ceiling tile.

47
Boxed Water SWOT Analysis
Strengths
Opportunities
• Eco-friendly
• Heightened eco-awareness
• Safe and Clean
• Target market open to buying Boxed
• Healthy
Water (based on survey)
• Current and highly visible
• Additional partnerships with
product category
institutions such as LGUs and other
• Multi-variant offering
government agencies
• Competitive pricing
• Tie-up with schools to promote the
• Proper and strong management
health benefits of Boxed Water
• Strong promotions
• Partnerships with LGUs and
Threats
agencies like DENR
• Competitive reaction by incumbents
• Entry of similar product by
Weaknesses
competitors
• New entrant to a crowded
• Constant supply of paper/boxes
packaged water market
• Stringent government regulations
• Low brand awareness
restricting access to paper from trees
• Perceived as a brand for upscale
• Price war 48
consumers only
Boxed Water TOWS Analysis
SW Strategy
• Leverage the high visibility of
product category to speed up
awareness of Boxed Water
• Promote its competitive pricing
in order to position it as an
affordable product
• Leverage promotional
capabilities to fast-track market
penetration.
SO Strategy
• Boxed Water, being an eco-
friendly product will be seen as
one of the solutions to the
country’s ecological problems
ST Strategy
• Embark on a regular tree
planting campaign across the
country, in cooperation with
DENR, as a way of ensuring
steady supply of paper
• Access to new technology and
improved R&D with the
objective of further reducing
production cost.
• Use of Boxed Water variants as
flankers versus competitors’
brands.
49
Key Success Factors

• Has USP and strong positioning

• Strong sustainability and social responsibility component
• Winning marketing strategy
• Strong management
• Partnerships and business alliances
• High visibility

50
Pricing Strategy

51
Price (SRP)

52
Product Pricing

Direct Materials Cost:

Materials Unit Cost Per Unit

Box paper
Sugarcane
Aluminum
Polyethylene
Purified water
TOTAL

Direct Labor Cost:

• Salaries

53
Competitive Strategy:
Pricing

List Price Versus Competitors (500 ml)

Brand Peso (500 ml)

Boxed Water
Hope in a Box
Wilkins
Absolute
Summit
Nature Spring
Viva

54
Competitive Strategy
Product Positioning

Boxed Water is
positioned as mid-
priced but top quality
water.

55
Competitive Strategy
Product Positioning

Boxed Water is
positioned as mid-
priced but most
sustainable.

Eco-friendly
Poor

Eco-friendly

56
Competitive Strategy:
Brands to Attack & Avoid

Brands to Attack and Avoid

Year 1 Year 2 Year 3

Hope in a Box 0.5% 0.4% 0.3%
Wilkins Avoid Avoid 7%
Absolute Avoid 3% 3%
Summit 2% 2% 1%
Boxed Water 1% 1% 2%

Boxed Water will compete with directly the other brands from launch except for the
market leader, Wilkins, during its first two years of operation.

57
PLACE STRATEGY
(DISTRIBUTION)
Boxed Water Distribution

DISTRIBUTION STRATEGY

Convenience stores

Trade Retailers
Supermarkets

Trade
Grocery stores
Channel

Distributor 1
E-commerce Platforms Lazada
Manufacturing

Shopee
Distributor 2
FB/Viber Marketplace
Private/Govt offices

Boxed Water website

Institutional Hotels, restaurants, pubs, sports
clubs/centers, transport hubs

Schools

Boxed Water will use two distributors, one for

modern trade and e-commerce while the second
distributor will handle institutional sales.
Boxed Water Distribution

Trade Channels:
Year 1 Year 2 Year 3
Traditional Channels:
• Convenience stores x x x
• Supermarkets x x x
• Grocery stores x x

Digital / Online:
• E-commerce sites
(Lazada, Shopee) x x x
• FB Marketplace x x x
• Viber Marketplace x x x
• Own website x x
Boxed Water Distribution
Trade Channels: Priority channels on Year 1 are 7-11, Mini-Stop, The Landmark,
MarketPlace, SM Supermarket, Robinson’s Supermarket, S&R and Landers Superstore.
Boxed Water Distribution

Institutional Sales: Boxed Water will also be made available in performance venues as
well as transport hubs.
Boxed Water Distribution

Institutional Sales: Three to 5-star channels, restaurants, pubs and bars are key
institutional targets for Boxed Water distribution.
Boxed Water Distribution

Institutional Sales: In addition, Boxed Water will also be made available in sports
centers, gyms and sports clubs.
Boxed Water Distribution
Institutional Sales: Boxed Water will work with CHED and DepEd, the individual school
authorities, and the school cafeteria management to make sure that Boxed Water will
be made available in campus.
Boxed Water Distribution

E-commerce Platform sales.

Boxed Water Boxed Water

Lazada Website
Boxed Water Distribution

Geographic Distribution:
Boxed Water will be distributed in NCR only in Year 1, followed by key cities in South Luzon
and Central Luzon and Metro Cebu in Year 2. Distribution will happen in other key cities
nationwide in Year 3.
Year 1 Year 2 Year 3
Luzon
• NCR x x x
• Calabarzon x x
• Bulacan x x
• Pampanga x x
• Quezon Province x x

Visayas & Mindanao

• Metro Cebu x x
• Metro Davao x
• Iloilo, Bacolod, CDO, etc. x
PROMOTION STRATEGY
Promotion Strategy

Push Strategy Activities:

• Attractive retailer margins
• On-ground events/sampling at or near retailers’ outlets, with promo-
merchandisers
• Posters and standees at or near retailers’ outlets
• POS materials in-store

Pull Strategy Activities:

• Social Media
• Blogs; guest blogs
• Website
• SEO Marketing
• Influencer / WOM Marketing
• OOH (Billboards, mall/shopping center posters)
• On-ground promotions/events (eg fun run events, school fairs)

Types of Advertising/Promotion to be Used:

• Informative Advertising and Comparative Advertising (i.e. Competitive 69
advantage, Unique selling point, Comparison vs others (plastic bottle brands).
Promotion: Campaign Themes

• Year 1: “I am Natural, not Plastic” campaign.

(Boxed Water is an eco-friendly alternative to plastic water
bottles. To re-position plastic bottle water as not eco-
friendly and not healthy.)

• Year 2: Boxed Water is a black and white solution to

going green.

• Year 3: From Nature, to Nature.

70
Boxed Water Promotion

Year 1: “I am Natural, not Plastic.” Build Boxed Water brand

awareness, create social buzz, induce product trial and brand
switch.
Year 1 Promotion

Year 1: “I am Natural, not Plastic.” Build Boxed Water brand awareness, create social
buzz, induce product trial and brand switch.
Year 2 Promotion

Year 2: Boxed Water is a black and white solution to going green.

Year 2 Promotion

Year 2: Boxed Water is a black and white solution to going green.

Year 2 Promotion

Year 2: Boxed Water is a black and white solution to going green.

Year 2 Promotion

Year 2: Boxed Water is a

black and white
solution to going
green.
Year 2 Promotion

Year 2: Boxed Water is a black and

white solution to going green.
Year 2 Promotion

Year 2: Boxed Water is a black and white solution to going green.

Year 2 Promotion

Year 2: Boxed Water is a black and white solution to going green.

Year 3 Promotion:

Year 3: From Nature, to Nature.

Year 3: From Nature, to Nature.
Year 3 Promotion:

Year 3: From Nature, to Nature.

Year 3 Promotion:

Year 3: From Nature, to Nature.

Influencer Marketing
Influencer Marketing

Local celebrities as Boxed Water influencers (i.e. those without any past or current
bottled water endorsements.
POS Shelf Materials
Promotion Budget

Year 1 Year 2 Year 3

Marketing/Promotion Budget
Peso Peso Peso
Facebook
Instagram
Website Construction
Billboards
Mall posters
POS Material
Product Sampling
Promo merchandisers
On-ground events
Fun Run events
Influencer costs
TOTAL

87
References

• Alegado, Jed. Philippines: Banning Single-Use Plastics at the National Level and Strengthening Existing Laws Needed to
Curb Plastic Pollution Crisis. THBoel.org. https://th.boell.org/en/2020/01/20/philippines-banning-single-use-plastics-
national-level-and-strengthening-existing-laws
• Buzalka, Mike. Food Mangement. https://www.food-management.com/colleges-universities/boxed-water-replaces-
plastic-princeton
• Castillo, Jillianne. (2018, April 28). 5 Reasons to Drink Boxed Water. Smart Parenting.
https://www.smartparenting.com.ph/health/your-kids-health/avoid-refilling-plastic-water-bottles-a00026-20180428
• Water is Better. https://boxedwaterisbetter.com/blogs/blog/5-reasons-to-drink-boxed-
water#:~:text=Boxed%20Water%20is%2092%25%20renewable&text=Our%20box%20is%20made%20from,harvested%
20trees%20are%20continually%20recycled.
• In choosing purified water, are you sure it’s ‘untouched by human hands’? (2020, 12 August) Business Monitor.
• FDA. http://www.fda.gov.ph/fda-circular-no-2019-004-ban-of-bisphenol-a-bpa-from-infant-feeding-bottles-and-sippy-
cups-as-child-care-article-products/
• GenerationHope.ph
• Primer.com.ph
• Statista
• Tiwari, Priya. Technological innovations and rising consumption of bottled water drives the market. Smartwater.
https://smartwatermagazine.com/blogs/priya-tiwari/technological-innovations-and-rising-consumption-bottled-
water-drives-market
• Turning the Tide on Ocean Plastic Pollution in the Philippines. (2020, 21 July). Urban Links. https://urban-
links.org/insight/turning-the-tide-on-ocean-plastic-pollution-in-the-
philippines/#:~:text=A%20staggering%202.7%20million%20tons,According%20to%20Dr.
• Water Right Group. Stop Buying Bottled Water. https://www.water-rightgroup.com/resources/stop-buying-
bottled-water/
• Wilkinswater.com 88
Appendix
Brand Name Test

• Boxed Water is the brand name for this new product, as preferred by target
consumers per Name Test conducted.

NAME Most Suggestive of Most Unique Easiest to

Product Concept (30% weight) Remember
(50% weight) (20% weight Weighted
Score*

Boxed Water 50% *.50 40% *.30 40% *.20 45

Eco Water 30% *.50 40% *.30 50% *.20 37

Water in a Box 20% *.50 20% *.30 10% *.20 18

*Weighted Score for Boxed Water: 89

Base: All Respondents (200). (50*.5)+(40*.3)+(40*.2) = 45