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Premium bottled water entry strategy.

Wazir undertook a detailed analysis of market trends, consumer behavior and distribution landscape. The business strategy was carved out keeping in mind the product price mix, distribution, and procurement strategy. A business and financial plan was created wherein investment and working capital requirements were highlighted in the next 5 years.

Project Background A large real estate conglomerate with diversified business interest in India and abroad wanted to enter the premium enriched bottled water market in India, by launching a new brand in the country.
Scope of Work
  • Conduct a feasibility study for the proposed product segment, answering the following key strategic questions:
    1. What is the market opportunity for premium bottled water in India?
    2. What should be the unique theme/USP for the new brand?
    3. Who will be the target customers?
    4. What should be the product-price mix?
    5. What should be the roll-out plan- possible channels (Direct to customer, Institutional-hotels, restaurants, airlines, etc.), target cities, etc.?
    Result Delivered
    1. Provided detailed analysis of the bottled water market in India:
      1. Market Mapping – size, segmentation of bottled market: Premium, Masstige, and mass, major competitors in each segment, opportunity, etc.
      2. Competitor mapping in terms of – product & price offerings, POS, target customers, business model, performance, trade terms, supply chain, etc.
    2. Formulated business strategy:
      1. Target customers for each segment and their profile
      2. Product-Price mix
      3. Store formats, locations, and target cities
      4. Suppliers and procurement model
      5. Roll out and expansion plan
    3. Developed a 5-year business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements, and working capital requirements.