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The world's biggest water brand

Source:Ringier Release Date:2011-09-09 823
Food & Beverage
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 Danone Aqua opted for another monobloc comprising blow-moulder and Volumetic filler for its isotonic products
 WHAT could be a more apposite name than "Aqua" for the world's biggest water brand by volume? This is the brand produced by Danone Aqua in Indonesia, a company owned by the Danone Group, whose output last year reached almost 8,000,000,000 litres – in Indonesia alone. And consumption figures keep on rising. This is not all that amazing either, given that Indonesia has a population of 250 million and its economy is booming, with a concomitantly steady increase in purchasing power. Which in its turn also boosts demand for more expensive and higher quality, specialty beverages like isotonic drinks, for example.
Although Indonesia and its main island Java are extremely rich in water, thanks to their volcanic nature and the copious amounts of rain, supplying the populace with clean drinking water constitutes a definite problem. In the conurbations in particular, tap water is not fit for human consumption due to the high population density and the degree of industrialisation. In the remote rural areas, water has to be boiled before use. People are supplied with water in two ways: either by water tanker trucks, or by purchasing packaged water.

A synonym for water
This development – accentuated still further by a steadily growing populace – together with the potential it holds, was discerned quite early on by the pioneering Tirto Utomo. Back in 1973, in the West Java city of Bekasi, he founded Indonesia's first commercial-scale water bottling operation for the Aqua brand, and for the first time gave all of Indonesians access to clean drinking water, any time, anywhere. So the brand was the market leader right from the start, and has retained this position to this very day.
"As time went by, more and more Aqua bottling facilities were set up – not only in order to create new capacities but also to assure both more favourable logistics costs and a distribution network more closely focused on regional needs," says Budi Hartono Susilo, the director responsible for capacity building and projects at Danone Aqua. After all, water is a business where profit margins are low. It's the quantity that counts.

 The dominant package size in the Indonesian water market is the five-gallon returnable container


During the Asian Crisis of 1997/98, the Danone Group acquired first a minority, and later on a majority holding, making the group the second-biggest water bottler in the world and the Number One in the Asia-Pacific region. Since 2000, the brand has been called Danone Aqua. Today, the French conglomerate runs 13 water-bottling operations in Indonesia, employing about 11,000 people, nine of them on Java, as well as 11 sales depots. In 2010, around 14.5 billion litres of water were filled in this country, eight billion of these by Danone, which corresponds to an impressive market share of just under 60 per cent. In Indonesia, Aqua has become synonymous with water, not only semantically, but on the shop shelves as well.
Aqua is obtained from 11 protected artesian springs, each of which is located in the vicinity of at least one of the 13 filling facilities that are supplied by means of tanker trucks. Owing to the springs' volcanic origins, the quality of the water extracted from the different springs is more or less the same, with slight variations in the water's mineralisation evened out. Danone Aqua's plants in Indonesia have been awarded certification to all commonly applicable international standards.
In addition to Aqua Danone's principal brand, it also owns second-best-selling brand "Vit", which is filled by contract bottlers. For familyNike Ambassador IX 9

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