This document provides a 10 step marketing plan for Absolute Distilled Drinking Water in the Philippines. It analyzes the target market of children ages 10 and below, competitors including Wilkins and Nature Spring, pricing strategy, distribution channels, and marketing recommendations. Absolute aims to provide high quality distilled water at a lower price and currently holds 36% of the market.

1. Maan Gabuya
November 2012

2. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. De Ungria’s marketing
management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.

3.  Absolute Distilled Drinking Water PTM are
children
 Who needs clean, safe, and pure water
 They can choose Wilkins and Nature Spring
 The gap is to provide high quality distilled
drinking water at a cheaper price
 36% of sales (volume share)

4.  Absolute distilled drinking water comes in 9
variants (350 ml, 500 ml, 1 L, 1.5 L, 2 L, 4 L, 5
L, 6 L, and 5 gal)
 Absolute distilled drinking water is priced at
approximately 3-5% depending on the variant
 Uses TV, events and experience
 Distributed nationwide
 Absolute uses differentiation and is a low-
cost producer which makes it the market
leader

5.  Children 10 years old and below
 Playing and studying
 Drink 8-10 glasses of water

7.  Children need to drink/take water in order to
survive
 Mothers prefer Absolute over other brands
because of its high quality distillation
process; National Sanitation Foundation
International Certified; International Bottled
Water Association member
 Children demands safe, clean, and absolutely
pure drinking water for their young and
sensitive bodies

8.  Direct: Wilkins Distilled Water (San Miguel
Corp.) and Nature Spring Distilled Water
(Philippine Spring Water Resources Inc.)
 Indirect: Mineral Water, Purified Water
 Variables: Age, Price, specific use, availability

9. Price/Age 0-10
High Price Wilkins
Medium Price Absolute
Low Price NS

10. Functional Benefit Wilkins Absolute Nature Spring
Safe Y Y Y
Clean Y Y Y
All distilled water brands provide the same functional benefits

11.  Absolute Pure Distilled Drinking Water is the
only locally manufactured bottled water that
has been certified by the National Sanitation
Foundation International
http://asiabrewery.com/our-brands/non-alcoholic-beverages/absolute/
 ABI has remained to be ahead of its
competitors because of its lower-pricing
strategy
http://www.euromonitor.com/bottled-water-in-the-philippines/report

12.  The company’s off-trade value sales in 2011
totalled Php 30 billion, accounting for a value
share of 34%
http://www.euromonitor.com/bottled-water-in-the-philippines/report
34% * MarketSize = Php 30 B
MarketSize = Php 88.23 B

13.  Recommended water intake : 8-10 glasses of water or 2.5
L per day;
Based on 10-glasses
 1 glass = 250 ml **
 250 ml * 8 = 2 liters **
 250 ml * 2 = 500 ml
4 L = Php 45; Approx. Php 35 per day for 2.5 L
95 Million – Filipino population
Market Size = 95M * Php 35
Market Size = Php 3,325,000,000
** http://wiki.answers.com/Q/One_glass_of_water_equals_how_many_ml

15.  All Absolute bottles are labeled with
Absolute’s logo and brand color green
 Absolute’s bottle cap is color green

16.  Its high quality distillation process makes it the first
and currently the only bottled water brand
manufactured in the Philippines to be certified by
the National Sanitation Foundation International,
one of the world’s most trusted certification
organizations. It is also a member of the
International Bottled Water Association that
ensures compliance among bottled water makers
around the world.
http://asiabrewery.com/our-brands/non-alcoholic-beverages/absolute/

17. Price Absolute Wilkins
350 ml Php 15
500 ml Php 20
4.0 L Php 45 Php 56
5.0 L
6.0 L Php 60 Php 72
5 gal Php 130 Php 150

21.  Absolute sponsors bottled waters in senate
hearings and other events

22. Advertisements

23.  Major supermarkets, mini-marts, groceries,
convenience stores, drug stores
 Available nationwide
 Method of delivery:
 For 5-gal variants – home delivery through phone
orders
 For bulk order of other variants (minimum order
reached) – delivery
 Others – pick-up by customers
 Cash and credit transaction

24.  5-gal variant is not available in supermarkets.
Orders are received through delivery from
distributors.
 Not all areas have a 5-gal distributor yet

25.  Low Cost Producer
 Competitive pricing – Absolute is able to do this
because they manufacture their own product and
bottles
 Excellent quality of product and packaging
 Differentiation – Absolute uses high grade of
plastic in their bottles

26.  http://asiabrewery.com/
 http://www.facebook.com/absolutedistilled?filter=1
 http://en.wikipedia.org/wiki/Asia_Brewery
 http://www.euromonitor.com/bottled-water-in-the-philippines/report
 http://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
 http://timotraveling.blogspot.com/2012/10/foods-to-avoid-in-
philippines-drinks-to.html
 http://www.ph.all.biz/natures-spring-distilled-drinking-water-g9319
 http://www.facebook.com/photo.php?fbid=455645664450693&set=pb.3
25696654112262.-2207520000.1352295935&type=3&theater
 http://www.totteringmama.com/2012/05/absolute-pure-distilled-
drinking-water-awards-5-absolutely-inspiring-moms-for-others.html
 http://www.batangastoday.com/prosecutor-vitaliano-aguirre-covers-
ears-during-senator-miriam-defensor-santiago-speech-video/20891/
 http://www.youtube.com/watch?v=qFAPcXgOOHs