Alpha Purified Water Refilling Station

A Feasibility Study Presented to the Faculty of the ICS Department

Of Philippine State College of Aeronautics

In Partial Fulfillment of the Requirement for Feasibility Study

Of Information Management in Airline Operation 113

Presented By;
Queency Mharae Sanchez
Darlene Enderez
Lindsey Therese Matidios
Irish Capul

2014

Page |2

ACKNOWLEDGEMENT
The researchers would like to thank first and foremost the Lord God
Almighty for His never ending grace; Our teachers for giving us the knowledge
and advice to finish this project with ease and also to our loving parents who are
always there for financial support and they were the ones who showered us with
encouragement in order for us to really do our best on this project. Without these
people, this project wouldnt be successful or possible. Thats why the researchers
would like to say, Thank you and May God Almighty bless us all.

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TABLE OF CONTENTS
Page

Chapter I: Introduction/Background of the Study

i. Rationale of the Study

-------------- 9

--------------------------------------

ii. Historical Background of the Company

---------------------- 11

iii. Statement of the Problem

--------------------------------------

12

iv. Statement of Objectives

--------------------------------------

13

v. Mission

--------------------------------------

13

vi. Operational Definition of Terms

------------------------------

14

--------------------------------------

16

i. Name of the Company

--------------------------------------

16

ii. Nature of Business

--------------------------------------

16

iii. Location of Business

--------------------------------------

17

iv. Target Markets

--------------------------------------

18

v. The Stockholders

--------------------------------------

19

Chapter II: The Company Study

vi. Permits and Licenses to Operate

------------------------------

20

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Page

Chapter III: The Company Organization and

Human Resource Management

i. The Company Organizational Chart

---------------------- 21

---------------------- 21

ii. The Human Resource Requirements of the Company

------- 22

iii. The Management Information System Office

And Organizational Chart

---------------------- 23

iv. Job Description and Job Specification

---------------------- 24

v. Salary, Benefits, and Incentives

---------------------- 29

Chapter IV: The Financial Requirements

---------------------- 30

i. The Capitalization Aspects

------------------------------

30

ii. The Company Budget

------------------------------

31

iii. Estimate of Income and Expenditures for

One Year and Three Years

------------------------------

32

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Page

Chapter V: The Marketing Mix

------------------------------------

36

i. Variety

------------------------------------

36

ii. Design

------------------------------------

37

iii. Quality & Features

------------------------------------

38

vi. Brand Name

-----------------------------------

39

A. Nature of the Product

B. Price and Pricing Scheme of the Product

i. Price

-----------------------------------

40

ii. Pricing Strategies

------------------------------------

40

iii. Price List and Brochures

----------------------------

41

--------------------

41

------------------------------------

42

----------------------------

43

iii. Coverage

------------------------------------

44

iv. Transportation

------------------------------------

45

iv. Payments Scheme and Terms

C. Place
i. Location
ii. Channels of Distribution

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Page

D. Promotion
i. Advertising

------------------------------------

46

ii. Sales Strategies

------------------------------------

47

iii. Sales Promotions

------------------------------------

47

Bibliography

---------------------------------------------------

48

Curriculum Vitae

---------------------------------------------------

49

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LIST OF TABLES
Page

Table 3.1 : Salary, Benefits and Incentives

--------------------

29

Table 4.1 : The Capitalization Aspects

--------------------

30

Table 4.2 : The Company Budget

--------------------

31

Table 4.3 : Expenses

--------------------

34

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LIST OF FIGURES
Page
Fig. 2.1 : Location of the Business

-------------------------------- 17

Fig. 2.2 : Stockholders Shares of Stocks Chart -------------------------------- 19

Fig. 2.3 : Permits and Licenses to Operate

-------------------------------- 20

Fig.3.1 : Company Organizational Chart

-------------------------------- 21

Fig. 3.2 : The Management Information System Office

-------------------- 23

Fig. 4.1 : Gross Sales for One Year up to Three Years ----------------------- 33
Fig. 4.2 : Gross Sales and Gross Expenses for Three Years

--------------- 35

Fig. 4.3 : Profits for Three Years

-------------------------------- 35

Fig. 5.1 : Design of the Product

-------------------------------- 37

Fig. 5.2 : Brand Name

-------------------------------- 39

Fig. 5.3 : Price List and Brochure

-------------------------------- 41

Fig. 5.4 : Place/Location of the Business

-------------------------------- 42

Fig. 5.5 : Coverage

-------------------------------- 44

Fig. 5.6 : Transportation

-------------------------------- 45

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Chapter I
Introduction / Background of the Study
i. Rationale

According to the World Health Organization (WHO), about 3.4 million

people die annually from water-related diseases. About a million Filipinos get sick
with water-borne diseases yearly. And these are diarrhea cases alone. They dont
include other water-borne disease like amoebiasis, cryptosporidiosis and cholera.
These problems are accredited to the poor water system in the Philippines. Even in
the capital Manila, only about three fourths of the population receives piped water
from the municipal authority. Outside Manila far fewer people have access to
clean water distribution. In both locations, these families must find alternate water
sources if they are to avoid cholera epidemics and other health problems spawned
by the foul, contaminated water available in their neighborhoods. In the provinces,
the scenario is worse. Some people rely on wells or even on rivers for their supply
of water for their daily consumption. Amidst this uncertainty, a solution has
appeared in the thousands of water refilling stations that now dot the Philippine
landscape. These shops began as privately-run community sources, where
consumers would bring containers and fill them for a per-gallon fee that is a small
fraction of commercially bottled waters cost. Demand is high that most stores
now offer home delivery for regular customers. Most shops produce between

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3,000 and 12,000 liters of water per day. Typically, the supply comes from the
pipes of municipal concessionaires. Entrepreneurs invest in treatment equipment
and further purify their product before sale. Nowadays, bottled water has
established a major foothold in the Philippines. With such an intense competition,
how do businesses cope up with the pressure? This is what the researches of this
study would like to unveil. In the course of this study, the researches aim to
discover and compare marketing strategies employed by these water refilling
stations. And this study also tackles the safeties of processes used by water
refilling stations in the Philippines, specifically on the National Capital Region, on
the purified water it sells to its customers. The study focuses on the processes the
water refilling stations implements to purify the water from its concessionaires not
in the working place of water refilling stations. The group chose to research on
this topic since nowadays, as the demand for cleaner water becomes higher, the
price of household water purifiers and bottled water has become prohibitive.
Water refilling stations managed by private entrepreneurs offer a cheaper and
more convenient solution to the publics drinking water needs than bottled water
or the use of household filters. The demand at the water refilling stations - water
stores that sell purified water is now increasing. The quality of purified water
conforms to the national standards for drinking water and is even better than the
quality of water produce by traditional water supply systems in terms of removed
impurities.

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ii. Historical Background of the Company

One of the fast expanding businesses in many cities nationwide is the water
refilling station. It's mushrooming on every street corner, because a lot of people
in urban areas prefer to get their drinking water from these water stations, it's
simply clean and safe to drink. Over the years, as the demand for cleaner water
becomes higher, the price of household water purifiers and bottled water has
become prohibitive. Water refilling stations managed by private entrepreneurs
offer a cheaper and more convenient solution to the public's drinking water needs
than bottled water or the use of household filters. Alpha Purified Water Refilling
Station had just been established last August 2013 and inaugurated its normal
operation last December of the same year. This business is owned and personally
managed by the Group 5. It was located at Sangi Road, Lapu-Lapu City, Cebu.
The vicinity is surrounded by residential and commercial areas. The store is air
conditioned to maintain cleanliness and so with the personnel. It also provides
parking space for those who are picking up bulk orders. The location of the store is
very accessible to the neighbor. The refilling operations start at 7:00 AM and ends
at 5:00 PM.

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iii. Statement of the Problem

Here are some questions which aim to support the topic:

1. Where to get the capital for the business?

2. Where to find the location to set-up business?
3. Where to get the permits for the business?
4. Where to get the materials and equipments? And the cost of it?
5. What are the different marketing strategies used for the promotion of the
business?
6. What are the qualifications for human resourcing?

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iv. Statement of Objectives

The objectives of Alpha Purified Water Refilling Station are outlined

below:

To create a service-based company whose primary goal is to exceed

customers' expectations.

The utilization of The Water Station products by at least 10% of the local
population.

To increase the number of sellers by 20% each year.

To develop a sustainable home-based business, surviving off of its own

cash flow.

v. Mission
The

Alpha

Purified

Water

Refilling

Station's

mission

is

to

provide customers with the finest quality purified water. We exist to attract and
maintain customers. When we adhere to this maxim, everything else will fall in to
place. Our services will exceed the expectations of our customers.

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vi. Operational Definition of Terms

Water refill station business - refers to the selling for profit either
wholesale or retail of water placed in refillable water containers or in
customers containers in refilling stations.

Water Supply System - infrastructure for the collection, transmission,

treatment, storage, and distribution of water for homes, commercial
establishments, industry and irrigation, as well as for such public
needs as firefighting and street flushing. Of all municipal services,
provision of potable water is perhaps the most vital. People depend on
water for drinking, cooking, washing, carrying away wastes, and
other domestic needs. Water supply system must also meet
requirements for public, commercial, and industrial activities.

Water quality - refers to chemical, physical, biological, and radiological

characteristics of water. It is a measure of the condition of water
relative to the requirements of one or more biotic species and or to
any human need or purpose.

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Water purification - is the process of removing undesirable chemicals,

biological

contaminants,

suspended

solids

and

gases

from

contaminated water.

Bottled water - refers to water that is intended for human consumption and
that is sealed in bottles or other containers with no added ingredients
except that it may optionally contain safe and suitable anti-microbial
agents and may optionally contain minerals such as, but not limited to
fluorides, chlorides, carbonates and sulfates, including flavoring
within limitations established by the bottler's country.

Deep well - is an excavation or structure created in the ground by digging,

driving, boring, or drilling to access groundwater in underground
aquifers.

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Chapter II
The Company Study

i. Name of the Company

The name of the company is derived from the first letter of the
Greek alphabet Alpha () which means first or beginning. The
water refilling station has been named Alpha Purified Water Refilling
Station.

ii. Nature of Business

Our business proposal is setting up a water refilling station

whereby the station will cater the reproduction of water through selling
large and small amounts of volume. The station will provide a
combination of 4 varieties of water with excellence in water processing
includes filtration and necessary processes - value pricing, and
atmosphere.

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iii. Location of Business

The water refilling station is situated in Sangi Road, Lapu-Lapu

City, Cebu.
In Sangi Road, there are few water refilling stations thus giving
us competitive advantage as there is no other water refilling stations
catering the 4 varieties of water which will be discussed in Chapter 5.

(Fig. 2.1)

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iv. Target Markets

Our target customers are everyone in the society. Nevertheless
despite the fact that there are also water refilling stations nearby, the
researchers intend to target majority of the people as the water offered
will be well purified and it will cater 4 varieties of water which will
indeed cater peoples needs such as to what type of water they prefer to
drink.
In addition, the water refilling station Alpha Purified Water
Refilling Station will be targeting personal contacts as the prospective
customers. This is an ideal market segment because a positive
relationship already exists with the personal contacts, making the water
refilling stations job of selling the products significantly easier.
If this segment will continue to progress, the number of customer
count in the refilling station would progress largely. For example, the
refilling station originally or has 5 customers in their first day, if those
customers will be satisfied with the service and the product, they will
spread the news about the firm. Lets just say the power of
communication. If they communicate with a large clique of people,
that clique will then be curious and would try the refilling station, if
they will also be satisfied, the same procedure would then occur. This is
being practical.

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v. The Stockholders

Stocks Share Percentage

Queency Mharae Sanchez

50%

Darlene Enderez

25%

Lindsey Therese Matidios

25%

Stockholders Share of Stocks Chart

Ms. Sanchez
Ms. Enderez
Ms. Matidios

(Fig. 2.2)

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vi. Permits and Licenses to Operate

DTI
Business Permit from the Mayor
Barangay Permit
Sanitary Permits from Municipality or DOH

(Fig.2.3)

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Chapter III
The Company Organization and
Human Resource Management

i. The Company Organizational Chart

Manager
Queency Mharae Sanchez

Bookkeeper

Administrative Assistant

Darlene Enderez

Lindsey Therese Matidios

Technical Assistant

Front Liner

Delivery Man

Irish Capul

Person # 1

Person # 2

(Fig. 3.1)

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ii. The Human Resource Requirements of the Company

Manager (Queency Mharae Sanchez)

-

Overseas store operations at least 4 hours a day

Bookkeeper / Accountant (Darlene Enderez)

-

Makes financial statement of business operations

Administrative Assistant (Lindsey Therese Matidios)

-

Logs and handles cash sales and purchases and monitors

the business

Technical Assistant (Irish Capul)

-

Maintains and runs the machine

Front Liner (Person # 1)

-

Accepts and refills containers of customers

Delivery Man (Person # 2)

-

Transport refilled containers to customers home

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iii. The Management Information System Office and Organizational Chart

Manager

Bookkeeper

Administrative
Assistant

Delivery Man

Technical
Assistant
(Fig. 3.2)

The companys information system includes the Delivery Man and the
Technical Assistant since the Delivery Man informs the Administrative Assistant
how many customers and who to deliver while the Technical Assistant informs the
Administrative Assistant what particular occurrence or damage may happen to the
equipments. The Administrative Assistant can directly inform the Manager about
the information gathered between the Delivery Man and the Technical Assistant.
Since the Administrative Assistant also has the responsibility to handle cash from
sales, she can also directly inform the Bookkeeper about the cash whereabouts and
the Bookkeeper can make a summary of cash flows, expenses, sales and etc. which
will then be passed to the manager.

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iv. Job Description and Job Specification

Manager
Queency Mharae Sanchez

Job Description

Job Specification

Maintains staff by recruiting,

selecting, orienting, and
training employees.

Accomplishes staff results by

communicating job
expectations.

Establishes strategic goals by

gathering pertinent business,
financial, service, and
operations information.

Accomplishes financial
objectives by forecasting
requirements.

Maintains quality service by

enforcing quality and
customer service standards.

Maintains professional and

technical knowledge by
reviewing professional
publications; establishing
personal networks;
benchmarking state-of-the-art
practices; participating in
professional societies.
Contributes to team effort by
accomplishing related results
as needed.

Approximately 4-6 years of

sales experience in the
marketing industry.
Experience with a company
in a related company sector.
Extensive experience of
developing, maintaining and
delivering on marketing
strategies to meet company
objectives.
A strong understanding of
customer and market
dynamics and requirements.
If applicable, a willingness to
travel and work in a global
team of professionals.
A proven ability to oversee
all marketing, advertising and
promotional staff and
activities.

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Bookkeeper
Darlene Enderez

Job Description

Maintaining the financial

records of the company using
bookkeeping software and
online spreadsheets

Maintaining records of
subsidiaries

Preparing and processing

payroll/s

Reconciling all accounts

periodically

Preparing monthly, quarterly,

half-yearly, and yearly
financial statements

Calculating taxes, collecting

bad debts, paying creditors,
and analyzing financial
statements

Producing accounting reports

and income and expenditure
statements

Processing sales invoices,

receipts and returns

Maintaining a monthly profit

and loss statement

Safeguarding and securing all

financial records of the
company

Job Specification

Trained in QuickBooks
accounting package
Relevant Bookkeeping
Experience
Knowledge of Microsoft
Office & Internet
QuickBooks Accounts
experience
Excellent interpersonal skills
(e.g.; communication, selfawareness, building trust,
questioning & listening,
influencing, assertiveness,
problem solving, decision
making)
Numerate & Literate
Excellent organizational
skills
Able to prioritize
Able to work to deadlines
Able to work on own
initiative
Discreet
Flexible
Self Motivated
Pro-active Team Worker

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Administrative Assistant
Lindsey Therese Matidios

Job Description

Maintains workflow by
studying methods;
implementing cost reductions;
and developing reporting
procedures.

Creates and revises systems

and procedures by analyzing
operating practices,
recordkeeping system.

Ensures operation of
equipment by completing
preventive maintenance
requirements; calling for
repairs.

Maintains supplies inventory

by checking stock to
determine inventory level.

Maintains professional and

technical knowledge by
attending educational
workshops; reviewing
professional publications;
establishing personal
networks; participating in
professional societies.

Contributes to team effort by

accomplishing related results
as needed.

Job Specification

Basic reading, writing, and

arithmetic skills required.
Knowledge of Microsoft
Office and telephone
protocol.
Excellent communication
skills both written and oral.
Ability to use initiative to
organize and prioritize work
and meet deadlines.
Ability to work as part of a
team and use own initiative
where applicable.
Ability to operate data
management and filing
systems, and interpret and
analyze data.
Ability to initiate and prepare
routine correspondence,
reports and memos.
Reception skills including
effective answering of
telephone and face to face
contact with the public.
Financial skills with an
ability to understand and
analyze figures.

P a g e | 27

Technical Assistant
Irish Capul

Job Description

Job Specification

Ensure legal compliance of

OEA packaging, both
suitability for purpose and
disposal.
Strive to minimize
environmental impact of
packaging, operations, and
waste management.
Carry out environmental and
personnel swabbing and ATP
evaluation of hygiene
systems.
Evaluating and trialing new
machinery for water
processing and improving
production processes.
A person who can work
under pressure.
A person who knows how to
operate the water refilling
station equipment.
Knows how to repair the
equipment in case its
broken.

Excellent interpersonal skills

to provide quality customer
service to both internal and
external customers.
Ability to interact with
different levels of personnel.
Strong organizational and
time management skills.
Additional experience may
be substituted for lack of
formal degree.
Has at least vocational 2 year
diploma.
Has a good personality.
Has a good communication
towards people.
Knows how to deal with
customers.
Efficient at work
Discreet
Flexible
Self Motivated
Pro-active Team Worker

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Delivery Man
Person # 2

Job Description

Job Specification

Knows how to drive a 10wheeler truck or less.

Knows how to operate water
station equipments.
Has valid license

Contributes to team effort by

accomplishing related results
as needed.

At least high school

graduate
Hardworking
Has good personality
Who can work under
pressure
Self Motivated
Pro-active Team Worker

Front Liner
Person # 1

Job Description
A person who can be all
around in a water refilling
station business (except
manager, bookkeeper and
administrative assistant)
A person who at least knows
how to operate water
processing equipment.
Contributes to team effort
by accomplishing related
results as needed.

Job Specification
At least high school
graduate.
Hardworking
Has good personality
Who can work under
pressure
Self Motivated
Pro-active Team Worker
Efficient at work
Knows how to deal with
customers.

P a g e | 29

v. Salary, Benefits and Incentives

Salary

Benefits
SSS
Phil Health

Technical
Assistant

P250.00/day Pag - ibig Fund

13th Month Pay
Overtime Pay

Incentives
Service
Incentive
Leave
Meal and
Rests Period

and Holiday/Rest Holiday/

Front

P200.00/day
Day Pay

Liner

Night Shift
Differential

Delivery

P200.00/day

Christmas
Bonus
Mid-Year
Bonus
Cost of

Man

Living
Allowances
Paid Holiday

Total

P16,9000.00/month
and Vacation
Leaves

(Table 3.1)

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Chapter IV
The Financial Requirements

i. The Capitalization Aspects

CAPITAL INVESTMENT
1. Water Refilling Machine

P 250,000.00

2. Renovation or New Store at least

75,000.00

20sqm. size
3. Delivery vehicle

150,000.00

a) For house delivery

b) Small Tank Truck
4. Business permit & other legal docs

10,000.00

5. Initial Supplies / Miscellaneous

31,750.00

a) 150 Bottles slim

18,750.00

b) 50 Bottles round

7,500.00

c) heat gun

2,500.00

d) Stickers

3,000.00

6. Others

8,250.00

Total

P 525,000.00
(Table 4.1)

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ii. The Company Budget

The company Alpha Purified Water Refilling Station has an initial
budget of P700, 000.00 (Seven Hundred Thousand Pesos Only).
The table below shows the money allocation for each area concerned.

MONEY ALLOCATION
1. Water Refilling Machine

P 300,000.00

2. Renovation or New Store at least

80,000.00

20sqm. Size
3. Delivery vehicle

200,000.00

4. Business permit & other legal docs

10,000.00

(DTI, Mayors permit, Water testing,

etc.)
5. Initial Supplies / Miscellaneous
a) 150 Bottles slim

20,000.00

b) 50 Bottles round

10,000.00

c) heat gun

10,000.00

d) Stickers

10,000.00

6. Others

50,000.00

30,000.00
P 670,000.00

Total
(Table 4.2)

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iii. Estimate of Income and Expenditures for One year and Three Years

SALES:
A. ) First Year of Service
a. First 2 Months [January(27 days) February(24 days)]
60 containers / day x P 15.00 selling price x 51 days
= P 45,900.00
Remaining Months (March December) 262 days
120 containers / day x P 15.00 selling price x 262 days
= P 471,600.00
GROSS SALES = P 517,500.00
B. ) Second Year of Service
b. (January December) 313 working days
150 containers / day x P 15.00 selling price x 313 days
GROSS SALES

= P 704,250.00

C. ) Third Year of Service

c. (January December) 300 working days
125 containers / day x P 15.00 selling price x 310 days
GROSS SALES = P 581,250.00

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Gross Sales for One Year up to Three Years

First Year of Service

Second Year of Service
Third Year of Service

(Fig. 4.1)

P a g e | 34

EXPENSES:
First

Second Year

Year
1. Manpower / Salaries

Third
Year

P 203,450

P 203,450

P 195,000

18,000

30,000

24,000

6,000

7,200

4,800

18,000

12,000

12,500

12,000

12,000

12,000

P 257,450

P 264,650

P 248,300

Technical Assistant
P250/day
Front Liner

P200/day

Deliver Man
P200/day
2. Electric Bill
3. Phone Bill
4. Transportation / Gas
Allowance
5. Consumables and Others
GROSS EXPENSES

(Table 4.3)

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Gross Sales and Gross Expenses for

Three Years
8
7
6
5
Gross Sales

Gross Expenses

3
2
1
0
First Year

Second Year

Third Year

(Fig. 4.2)
Note: Numbers in the left are in hundred thousand.

Profits for Three Years

1st Year (P260,050.00)

2nd Year (P439,600.00)
3rd Year (P332,950.00)

(Fig. 4.3)

P a g e | 36

Chapter V
The Marketing Mix

A. Nature of the Product

i. Variety
Alpha Purified Water Refilling Station caters 4 products. These are
the following:
Mineral Water
Purified Water
Alkaline Water
Pi Water

In addition, each of this type of water has different characteristics. Yes,

water has also characteristics. It is said that our immune system works accordingly
to what type of water we will intake. The Alpha Purified Water Refilling Station
caters all this 4 products to ensure that they will provide whatever type of water
their customers would prefer. Also, this will give them the advantage in terms of
competition because 1 of this product which is the Pi Water is not available
in its nearby competitors.

P a g e | 37

ii. Design

(Fig. 5.1)
The design of this product is actually based on its container since water
(liquid) has only one face and has an indefinite shape.
Alpha Purified Water Refilling Station accepts all kinds of containers such
as those commonly used water containers, small / large water bottles and etc. As
for the pricing, Alpha Purified Water Refilling Station priced the product
according to its volume.

(For more details, please refer to our Pricing Scheme on page 40).

P a g e | 38

iii. Quality & Features

Mineral Water
-

Is water from a mineral spring that contains various minerals,

such as salts and sulfur compounds. Mineral water may
be effervescent (i.e., "sparkling") due to contained gases.

Purified Water
-

Is water that is mechanically filtered or processed to be

cleaned for consumption. Distilled water and deionized (DI)
water have been the most common forms of purified water,
but water can also be purified by other processes including
reverse

osmosis, carbon

filtration, microfiltration, ultra

filtration, ultraviolet oxidation, or electro dialysis.

Alkaline Water
-

Alkaline water, also known as ionized water, is a beverage

that is neither acidic nor neutral on the pH scale, having a
level above 7.

Pi Water
-

Is the water that is very similar to your body water (Living

Energy). Living energy means the energy to live. Pi Water
has the same function (energy) that your body water has.

P a g e | 39

iv. Brand Name

(Fig. 5.2)

APWRS stands for Alpha Purified Water Refilling Station. The logo
represents water and nature.
Water is a basic necessity for life. Without water, we humans will never
survive the ever changing occurrences of life.

P a g e | 40

B. Price and Pricing Scheme of the Product

i. Price
Here is the list of products with prices of Alpha Purified Water Refilling
Station:
Mineral Water

- P 10.00

Purified Water

- P 15.00

Alkaline Water

- P 20.00

Pi Water

- P 150.00 P 200.00

Pi Water has the highest price since Pi Water is a type of water which is
through thorough experimentation to satisfy customers.
(For details about Pi Water, please refer to page 38)

ii. Price Strategies

As for the pricing strategies, like any other firm, Alpha Purified Water
Refilling Station, gathered information through surveying 100 people from the
area where the firm will be located at. The survey was about the type of water
people in the area most likely used in drinking, nearby refilling stations, and the
pricing scheme of the nearby refilling stations. Based from the survey, the
researchers concluded prices that are not that high so that it can compete with the
nearby stations. In addition, the survey also included comments and suggestions so
that the outcome of the refilling station will attract more customers and that it can
reassure the owners that the customers are satisfied with their service.

P a g e | 41

iii. Price List and Brochure

Alpha Purified Water Refilling Station

Sangi Road, Lapu-Lapu City
Email Address: APWRS@gmail.com

We cater 4 types of water which will definitely

quench your thirsts.

Mineral Water
Purified Water
Alkaline Water
Pi Water

- P 10.00
- P 15.00
- P 20.00
- P 150.00 P 200.00

Come and be part of our customers and enjoy a

refreshing treat for a new lifestyle.

Visit us at Sangi Road, Lapu-Lapu City or contact us at

APWRS@gmail.com.
(Fig.5.3)

iv. Payments Scheme and Terms

Alpha Purified Water Refilling Station accepts payments through BDO,
BPI or check, applicable only if the customer orders in bulk such as our sister
companies. As for the walk-in customers, APWRS strongly implements Pay as
you Order Policy. As for our sister company, the stockholders of APWRS and the
stockholders of the other party, agreed to have a 5 year contract in the water
distribution scheme.

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C. Place
i. Location
The water refilling station is situated in Sangi Road, Lapu-Lapu
City, Cebu.
In Sangi Road, there are few water refilling stations thus giving us
competitive advantage as there is no other water refilling stations catering
the 4 varieties of water which is stated in Chapter 5 (Nature of Product . i)

(Fig. 5.4)

P a g e | 43

ii. Channels of Distribution

Here is the list of our sister companies:
Aqua Jam Refilling Station , Lapu-Lapu City
Shiloh Water Station, Kagudoy Lapu-Lapu City
Angelos Purified Water, Consolacion, Cebu City
MD Wing Refilling Station, Lapu-Lapu City
Aqua Shen Station, Mandaue City
Tomorrows Life Water Station, Mandaue City
Thirsty Water Purified Station, Lapu-Lapu City
Sams Purification Station, Cebu City

Our sister companies do communicate with us for water distribution. Alpha

Purified Water Refilling Station acts as their distributor. Our sister companies also
distributes water on their selective area of coverage,
In result, our sales increase by 30% every year. The minimum distribution
of water in volume to our sister companies is approximately 1,000 Liters per
month. Due to personal contacts, Alpha Purified Water Refilling Station gradually
increases number of sister companies.

P a g e | 44

iii. Coverage
This is another map site of the water refilling location. As you can see,
there is a circle in the middle of the figure. The circle represents our coverage for
water distribution. This includes the, Super Metro, Myshing- Hair and Nail Studio,
La Nueva Supermarket, Pajo National High School and other houses located
inside the distribution area. Unfortunately, Alpha Purified Water Refilling Station
does not cater water distribution (for delivery of per gallon) outside the
distribution area. The firm only delivers water outside the distribution area if the
order is in bulk (1000 L 3000 L).

(Figure 5.5)

P a g e | 45

iv. Transportation

Old Bridge

To Mercado

To Pusok / Mepz 1

Gaisano
Mactan

Petron
To MECO

To MBEAB Gate

To Tamiya / Mepz 2

(Fig. 5.6)

The figure above is a sketch of the location of the firm; this is for the walkin customers. As for the home deliveries, the firm owns a small delivery truck that
can hold up to 20 containers of water. As for the sister companies, the firm owns a
small tank truck that can also hold 1000 L 3800 L.

P a g e | 46

D. Promotion
i. Advertising
As for the advertising of the firm, Alpha Purified Water Refilling Station
focuses on personal contacts. The people nearby the location of the firm will
technically talk about the new company established. Through personal
communication, the number of customers will increase annually. But APWRS
doesnt completely depend on personal contacts only. Somehow, the stockholders
of the firm came up with an advertising strategy.
Since water refilling stations dont usually have discounts, the company
owners come up with the Buy 10 + 1 water discount. To ensure that the
customers bought water that day or so, the customers will be given a card. Every
time they buy water, the boxes inside the card will be marked or signed by the
front liner or the technical assistant depends on which of the two of them is
available. When all of the 10 boxes are fully signed, it is the customers choice
whether to claim his/her free 1 container of water. After claiming the free item, the
box intended for the free item will be marked so that the customer will not use it
for another free item. This advertising strategy is only applicable on special
occasions declared by the firm.
Another idea of advertising is through display advertising, specifically
through brochures.

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ii. Sales Strategy

The sales strategy is to concentrate on the segment of the sales advertising,
most easily captured by the following sales feature: increase of sales and
customers annually. In addition, the fastest way to reach the sales goal for the first
several years is by actively working to develop a dealership network specifically,
sister companies.
Having a large number of sister companies mean increase of sales. At this
point, the goal of the firm is to have a large number of sister companies for
function.

iii. Sales Promotions

In order to promote sales is through strategic alliance. The relationship
between water service companies (sister companies) and water distributors
(APWRS is one) could be called a strategic alliance. These water service
companies have an extensive customer base. Most of the customers have needs
such as well purified water and some may ask for varied water types however,
many water distributors customers have needs as well. At present, these water
service companies must direct their own needs to the water distributors in order
for them to cater their customers needs. Forming a relationship between water
service companies and water distributors would quickly result in substantial sales
increases for the water distributors and would result in increased prestige and
profits for the water service companies.

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BIBLIOGRAPHY

Online Sources:
http://www.bplans.com/water_purification_business_plan/strategy_and_im
plementation_summary_fc.php
http://en.wikipedia.org/wiki/Alkali
http://www.pi-water.com/new/en_water_DrPi_WhatIsPi.html
http://en.wikipedia.org/wiki/Purified_water
http://en.wikipedia.org/wiki/Mineral_water
http://bizfil.com/starting-a-water-refilling-station-business/
http://www.ehow.com/info_8164329_equipment-used-water-refillingstations.html
http://businessdiary.com.ph/tag/sample-feasibility-study-for-water-refillingstation/