Republic of the Philippines

BATANGAS STATE UNIVERSITY

The National Engineering University
Alangilan Campus
Golden Country Homes, Alangilan, Batangas City, Philippines 4200
Tel Nos.: (+63 43) 425-0139 local 2145
E-mail Address: eim.ceafa@g.batstate-u.edu.ph | Website Address:
http://www.batstate-u.edu.ph

INTRODUCTION
1.1 Product Concept
1.1.1 Features or Design
Mineral’ICE isotonic drink encourages
bottle reusability while attracting
customers, its unique bottle color gives
off the feeling of drinking clear blue
water. Its fruity flavors Orange, Lychee
and Calamansi are housed in 500mL
(polyethylene terephthalate) PET bottle
secured with a dark blue cap, the
product’s appeal and visual identity is
maintained with its packaging laying out
the vitamins and supposed health
benefits present in Mineral’ICE. Images
of the fruit flavor is present in the
packaging, making the different flavors
of the drink distinguishable to costumers.
1.1.2 Value Proposition

Mineral’ICE, a water-based beverage, offers a distinctive drinking experience that

truly refreshes your body, mind, and emotions. It is inspired by how the millennial
generation lives. Mineral’ICE gives you the energy you need to face whatever is
ahead, whether you are exhausted or feeling wonderful. Offering three fruity flavors
—Orange, Calamansi, and Lyche—it comes in a 500mL PET bottle.
This water-based beverage has a combination of 4 minerals and 3 vitamins.
Water is water, however in Mineral’ICE you’ll be able to taste different kinds of
flavors that suit your tastes buds. It will no longer be boring to drink simple water,
especially when you’re thirsty. Mineral’ICE is a thirst quencher to energize body,
mind, and mood with the absence of caffeine, color, preservatives, or carbonated
beverages.
1.1.3 Target Market Segment or Buyer Group
The upwordly mobile customers who prefer anything other than bottled water
would be the target market, specifically the Filipino Youth (age range 15-30) where
 Republic of the Philippines
BATANGAS STATE UNIVERSITY
The National Engineering University
Alangilan Campus
Golden Country Homes, Alangilan, Batangas City, Philippines 4200
Tel Nos.: (+63 43) 425-0139 local 2145
E-mail Address: eim.ceafa@g.batstate-u.edu.ph | Website Address:
http://www.batstate-u.edu.ph

the drink can fulfil the needs, wants, and demands of the target market as this drink
can help them stay hydrated and energized.
1.1.4 Rival Brands / Products
There's a lot of brand the serve as a rivalries of Mineral’ICE flavored drink such
as;
1. Nature spring -Nature’s Spring Water is the #1 Bottled water brand in the
Philippines that is readily available to the Filipino community, anytime and
anywhere. This brand also offers different flavor of water like grapes, apple and
calamansi. It is stored in pet bottles or in can.
2. Wilkins - Coca-Cola FEMSA Philippines has launched Wilkins Delight, the first
water – flavored with real fruit juice, in the Philippines on 5 April 2017. Wilkins is
a distilled drinking water known as the standard of purity and safety in bottled
water among consumers in the Philippines.
3. Gatorade - Gatorade is an American brand of sports-themed beverage and
food products, built around its signature line of sports drinks. Gatorade is
currently manufactured by PepsiCo and is distributed in over 80 countries.
4. Powerade - Powerade is a sports drink created, manufactured and marketed
by The Coca-Cola Company.
5. C2 Apple RTD Tea
6. Nestea
7.Absolute Distilled Water - Absolute Pure Distilled Drinking Water is a distilled
drinking bottled water brand that has passed the standards of FDA (Food and
Drug Administration), IBWA (International Bottled Water Association), and
National Sanitation Foundation International (NSF).
8.Vitamin Boost
9.Sting Energy Drink - Sting Energy is a carbonated energy drink from PepsiCo
International and produced by Rockstar Inc. Sting is available in flavours such as
original Gold Rush, Gold, Power Pacq, Power Lime and Berry Blast.
1.1.5 Price Range
Mineral’ICE is a flavored and refreshing drink that contains a unique blend
of Vitamins C and B to provide you with an extra boost every day.  This drink
comes in a 500mL PET bottle and offers different fruit flavors such as calamansi,
cucumber lime, lychee, orange, and pear. In terms of pricing, Mineral’ICE is 31%
less expensive than Gatorade and slightly less cheap than Powerade. Mineral’ICE
is priced similarly to RTD tea drinks but larger than bottled water.
Volume(mL) PHP PHP/L FORMAT

Gatorade 500 45.00 90 PET

Mineral’ICE 500 36.00 72 PET

Wilkins 500 17.00 34 PET

Nature’s Spring 500 15.00 30 PET

1.2 The Company
1.2.1 Name and Logo
1.2.2 Business Model
1.2.3 Type of Firm; Capital Structure; and Capitalization
1.2.4 Nature of Business
1.2.5 Value Chain
 Republic of the Philippines
BATANGAS STATE UNIVERSITY
The National Engineering University
Alangilan Campus
Golden Country Homes, Alangilan, Batangas City, Philippines 4200
Tel Nos.: (+63 43) 425-0139 local 2145
E-mail Address: eim.ceafa@g.batstate-u.edu.ph | Website Address:
http://www.batstate-u.edu.ph

1.2.6 Proposed Vision, Mission and Values

1.2.7 Goals and Objectives