At the end of 1009, PT. Akasha Wira International, Tbk bottled water who produces Nestle Pure Life and AdeS brand had been compete with a dominant market leader (47% market share) which is AQUA.

This Group Filed Project objective is to develop a marketing strategy in the botteld water industry to increase market share by either promoting a new brand. As agreed, the group has decided to exclude 5-gallon packing due to high switching cost and high brand loyalty on this market.

The methodology taken by the Group are; problems definition and identifying issues, formulating hypothesis, doing a consumer and retailer survey, taking analysis and propose recommendations. The Group used an online consumer survey, interview retailer survey and observation retailer.

Industry analysis shows that Aqua is not a premium product but perceived better image and quality compared to other brands since other brands failed to create their own positioning in the market thus perceived as lower than Aqua by the consumer.

Consumer survey shows that segmentation of consumer based on price Conscious Consumer (segment who conscious about price), Quality concern consumer (segment who concern on quality and related to health and trustworthy product) and impulse consumer (segment who concern on product availability to fulfill their need).

In the analysis of channel, group classify channel based on "Planned purchase" channel and "on the go consumption" channel for purchase destination of bottled mater. The outcome of channel attractiveness assessment process, group identify 3 main priority channels for quality concern consumer which are special channel (consist of restaurant, canteen, food court, booth/stall and ciname), hypermarket/supermarket and minimarket.

In order to beat market leader, PT. Akasha Wira International, Tbk have to get out from Aqua trap with focus on quality concern consumer since this segment more loyal and not price conscious. Therefore PT. Akasha Wira International, Tbk must able to differentiate their product and building a strong specific communication message on health issue as a unique selling point.



PT. Akasha Wira International, Tbk have to positioning the product above AQUA but still under mainstream market due to product differentiation and higher price. To win the competition PT. Akasha Wira International, Tbk have to select priority channel.

Hypermarket/Supermarket, Minimarket, and Special Channel are the priority channel since these channels have a high score in the channel assessment of value attractiveness and cost attractiveness. PT. Akasha Wira International, Tbk needs to implement different marketing mix strategy for each channel following the characteristic in each channel.



Research Location : PT Akasha Wira International, Tbk.