Aqua is a brand of bottled drinking water (drinking water) produced by Aqua Golden Mississippi in Indonesia since 1973. Besides Indonesia, Aqua is also sold in Singapore. Aqua is a brand of drinking water with the largest sales in Indonesia and is one of the most famous brand of drinking water in Indonesia, which has become like a generic brand for drinking water. In Indonesia, there are 14 factories that produce Aqua. Since 1998, Aqua has also owned by multinational companies from France, Danone, the result of the merger with Danone Aqua Golden Mississippi.
AQUA founded by Tirto Utomo, a native of Wonosobo that after leaving work from Pertamina to establish the business of bottled drinking water (drinking water).
Tirto made a large contribution for the development of a business or businesses in Indonesia, drinking water, because as a Pioneer, the deceased managed to instill the values and views of drinking water business in Indonesia.
EMERGENCE OF DRINKING WATER INTRUSION REFILL
AQUA's market share was disturbed by the emergence of the phenomenon of drinking water refill. How Aqua solve the problem is quite complicated?
Drinking Water Recharging (AMIU) began to grow in 1998. In Uncle Sam's country, AMIU called Water Refill Station. Operation is automatic and usually placed in front of a supermarket. The shape is a kind of glass cupboard in which to put gallon size bottles of 5 liters or 19 liters. After the coin is inserted then the water will replenish itself. Generally water processed products in the form of a reverse osmosis (RO) or similar to distilled water containing no minerals. However, currently available in the market has AMIU which produces mineral water.
In Indonesia Slamet AMIU pioneered Utomo. He really is one of the founders of AQUA. However, when Danone about to go Slamet Utomo decided to establish drinking water refill under the flag of PT Tirta Sembada Slamet. Agura trademark. The name was probably taken from the Agora name because she had lived in California, the U.S. long enough.
Actually depot refill at that time was not very developed. Some of the players belonging to other major AMIU is Amira, Vinaqua and AG21. Amira pioneered Budi Darmawan former employee of PT Astra International, along with two colleagues Gunawan and Faisal.
At first appearance AMIU very tempting. Who is not tempted by the offer price refill drinking water is very cheap compared to drinking water? Packaging 5 gallon size bottles only sold at Rp 2,500 - Rp 3,000 while AMDK cost Rp 5,000 to Rp 9,000. If consumers believe the quality is there's no doubt use refill drinking water as drinking water.
A switch to AMIU consumers admitted because the price is very affordable. "Get it too easy. Live phone into the depot ordered AMIU get home, "he revealed. However, so far he has not use it as drinking water but to cook.
Ability AMIU into settlements through depot-depotnya --- among others --- is developed with the franchise system is growing rapidly, no doubt, make the players in the business AMDK feel uneasy. Water Depot Indonesian Employers Association (ASPADIN) based in the East Java recorded growth AMIU extraordinary depot in 2002 and 2003.
In a meeting with ASPADIN July 3, 2002 at Hotel Borobudur, Jakarta in question the players market penetration AMIU AMDK not fast enough but the lack of clear rules of the game. Willy Sidharta ASPADIN as Chairman noted that the depot AMIU uncontrolled and without supervision and arbitrarily violate business ethics very disturbing AMDK industry.
Attendance AMIU actually normal and usual business phenomenon, as happened in the U.S., Philippines, Turkey and other countries. The problem, in Indonesia there are no regulations concerning the existence depot refill so there is no clear oversight and control. Attendance depot refill lead to unfair competition. Therefore, the players engaged in drinking water industry have an obligation to meet the standards with segalan impact on cost. Meanwhile, on the other hand, depot refill reap big profits without any obligation to meet the requirements and regulations, including a guarantee of safety and health of consumers.
Price AMIU very skewed indeed be serious for players menjadia ncaman AMDK. However, according to Slamet Utomo Agura under the brand manager of PT Tirta Sembada Slamet, can AMIU cheap price because it does not require the cost of packaging, distribution and handling, as do companies AMDK. Production costs AMIU every 5-gallon bottles of Rp 1,000. If the sale means a profit of Rp 2,500 to Rp 1,500 per 5-gallon containers.
Distributing depot refill drinking water through two ways: buying off and franchise system. Big players generally choose a franchise that can grow faster. Some players are quite large AMIU include Agura, Amira, Vinaqua and AG12. In 2002 Agura mammpu sell 3000 gallons per day, Amira 2500, AG21 Vinaqua 2000 and 1500. Total all industries in 2002 AMIU able to sell 15,000 bottles an average size of 5 gallons per day. Agura over 17%, followed by Amira (15%), AG21 (11%) and Vinaqua (6%).
Agura as AMIU pioneer since 1998 until 2002 now has 20 depots. To develop the market this company chose to cooperate with the other. How, investors provide a place and design costs while providing Agura supplied equipment. Required capital of about USD 60 million with a record of investors get 40% of sales each month. While Vinaqua set pewaraba must pay a franchise fee of USD 80 million to PT Hamaro, Vinaqua manager. Now in many newspapers that menawakan packet processing engine refill drinking water at a price of Rp 36 million is even cheaper again.
Since 1998 the Aqua as drinking water already was AMIU depot was in attendance. It was already submitted to the Ministry of Industry, but have not received a satisfactory response.
Gerahnya ASPADIN against fair MIU depot. Willy as Chairman ASPADIN explains, in 2003, they projected the company's sales growth reached 20% drinking water. It was based on the fact that 2001-2002 growth reached 25% -30%. However, earlier projections were not realized because the first three months of 2003 the company's sales growth AMDK scored nil. In fact, some of which is minus.
Willy reveals AMIU depot growth was remarkable. In 2003, the number of depots AMIU reached 3 thousand whereas in 2002 only 700 depots. Special Jabotabek until April 2003 has reached the depot in 1700. It was in Bandung and Surabaya, nearly 25% 5-gallon bottles are not returned to entrepreneur ASPADIN because then refill the depot AMIU.
Why all of a sudden in 2003 AMIU depot explodes?
According to Willy Sidharta it happened because AQUA made a mistake in pricing. At that time the price increased by 5% but 3 months later the price is raised again with the assumption that the brand AQUA strong enough to support the increase in price. It is quite strong. As long as reason enough kuta price increase for consumers so consumers can receive. Then, up 5% more to generate debate on management that AQUA arbitrarily in raising prices. "The increase in price causes consumers to be disappointed because there are no triggers are suddenly rising prices," he revealed.
If the first one because there are consumers understand the fuel price hike. Actually the first time if you want to increase 10% starch was okay. But because AQUA rose two times it makes consumers angry and disappointed, feeling cheated, feeling AQUA arbitrary so much that they eventually moved to the depot refilling. Decision of the second price increase, many who disagree, especially from the salesman who was the field most know how to handle the consumer. How the voice of consumers and how consumers' perception that they actually balked. So although no decision was taken unanimously at last carried out as well. As a result, triggering the exodus of customers from Danone AQUA to refill.
The momentum was put to good use by refilling depots that sell 5-gallon bottled water between Rp 2,500 to Rp 3,000 compared to AQUA which USD 8000-USD 9000. In 2003 there enhancer depot refill amount to more than 4000 units.
PR Campaign
Year 2004 AQUA campaigning and lobbying with the government that issued the regulations that can regulate charging and AMDK depot. But it is not effective anyway. Effective is the campaign of ASPADIN at that time. Do not fill bottles in place AQUA refill. Actually at that time they had been a plain bottle mermakai but after cooling down they wear a bottle of AQUA again.
In 2004 had a balance and a clear segmentation. So consumers have a segment of their own drinking water and refill depot had its own market segment.
After reaping strong growth in 2003 with a charge of up to 30% market share in segments of 5-gallon bottles at the end of 2004 the number shrank 24% living alone. Then in 2005 the number of products refill drinking water that can be sold by vendors increasingly shrinking again. The lure of cheap prices compared to bottled drinking water (drinking water) as well as proximity to settlements and housing complexes, including free delivery facility was not able to be used as a powerful stance drew more buyers.
Of the total production of drinking water as much as 9 billion liters in 2004 refill drinking water which is sold at Rp 2,500 to Rp 3,000 per 5 gallons can only contribute 1.4 billion liters. As a result, a number of depots or refill drinking water outlets were closed.
According to Willy Sidhartha, the decline in demand for drinking water recharge due to consumers switching back to buy drinking water quality drinking water is more secure and always in a state sealed. "After the experience themselves, many consumers refill drinking water that moved into the drinking water," he said.
The tendency of consumers return to drinking water is certainly very exciting for drinking water producers because the business would be overflowing again. AQUA business in 2003 when drinking water refill its moment of glory grew just 2%. "Even for a 5-gallon containers minus 4 percent growth," said Willy Sidharta.
Since December 2004 accepted the Decree of the Minister of Industry and Trade No. 651/MPP/Kep/10/2004 on the Technical Requirements of Water Supply and trading depots. Appropriate Minister that the business depot drinking water set by the requirement that more clear. Among them are required to have the sign industry list (TDI) and sign a list of trading business with an investment company USD 200 million (excluding land and building). In addition, employers depot refill water must have a letter of guarantee supply of raw water --- water that has not been processed or already processed into drinking water from taps or company --- who have permission to take water from the relevant authorities.
With rules like that then not everyone can open a business refill drinking water with little cost again
Meanwhile, besides AMIU future drinking water industry should also be alert to the threat of Pou (Point of Use Filters). Named so because people put the filter in the kitchen sink and faucet just stay open. In the market Pou already available in shared brands include Yamaha, Sharp and Lux.
Other Issues
After that, the question arises, is it true that plastic used in packaging AQUA gallon harmful to the body?
Not true. Plastic used for gallon AQUA has carefully and thoroughly tested and has been declared safe as a place to drink and do not endanger even be used repeatedly. Plastics are used type of polycarbonate, which indeed has long been used for packaging foods and beverages because of hygienic and protect food and beverages from contamination. Plastic has also been shown to have excellent quality in protecting food and beverages from bacteria, and this is very important in maintaining public health. Polycarbonate is also widely used in food and medical equipment, such as blood oksigenator used to purify the blood and blood vessel disorders. Because its use is very flexible, of course polycarbonate has gone through various kinds of security testing a broad and deep, for example by the U.S. Food and Drug Administration (FDA), the European Food Safety Authority (EFSA), the Japanese National Institute of Advanced Industrial Science and Technology, or the Food Standards Australia New Zealand (FSANZ).
In January 2007, after a review by a panel of experts about all the scientific data during the last 5 years, the European Food Safety Authority (EFSA) declared that bisphenol A contained in polycarbonate plastics contain no risk to human health at levels found in consumer products. EFSA invention has also been confirmed by independent expert panels in both the United States and Japan. Food Standards Australia New Zealand (The Food of Australia and New Zealand) also has expressed his consent with the EFSA findings. Thus, has been declared safe polycarbonate plastic used for packaging food products by food regulatory agencies in various countries around the world.
EFSA also has determined that 'the maximum daily safe limit' (tolerable Daily Intake or TDI) for BPA was 50 micrograms / kg body weight per day, and this represents the safety limit for exposure to bisphenol A during the human life. This means if the person has been exposed to levels of bisphenol A that is still below the limit then there will be no negative effects resulting from exposure even if the person's lifetime, because the body will not be affected.
EFSA estimates regarding the potential for an adult exposed to bisphenol A is 1.5 g / kg body weight / day based on the rate of migration of BPA and the estimated consumption of food and beverage packaging. This figure represents less than 30% of the above-mentioned safe limits.
TDI is the same as U.S. Environmental Protection Agency's which refers to the dose for humans would bisphenol A which is 50 micrograms / kg body weight / day, and it is the dose that had no impact on health throughout life continuously.
Specifically, the EFSA has issued a statement in the Journal of the American Medical Association relating to the results of his research. In the statement, EFSA stated that their study found no evidence of an association between BPA with heart disease and type 2 diabetes and cardiac enzyme abnormalities.
This was submitted on the official website Aqua to dismiss all issues that gallon of Aqua-prone and vulnerable to hazardous polluting the water content of the mineral. However, it does not mean gallons of Aqua safe to use in the long term. With the consumer who does not return to the Aqua Aqua gallon and refill the depots AMIU, in fact it could be harmful to consumers because of gallons of Aqua is always cleaned and updated to perfection in Aqua mill, but SOPs for cleaning gallon does not run perfectly at the depot AMIU .
Through explanation, Aqua appealed to consumers to not refill gallon Aqua elsewhere, but return it to Aqua. Thus, the campaign so that consumers do not use gallons of Aqua to be recharged to a positive effect on sales because consumers realize that the Aqua is the "original" is much better than refills.
Positive and Negative Aspects
Besides known as the pioneer industry of bottled drinking water (drinking water), Aqua established since February 23, 1973 is also recognized as an innovative producer. When people are not familiar with mineral water and need it, Aqua is present.
Aqua One key to success is because this company continues to make relentless innovation. The most notable innovation that Aqua is often done in terms of packaging. Because no specific packaging, water only generic products only.
Aqua as a market leader in mineral water products in Indonesia is very influential on the entire industry in the same field. Aqua stakeholders, both internal and external, also greatly affects the sustainability of the water bottling industry is. So, if there are issues concerning the Aqua, other companies will also be affected.
AMIU is a big threat that appears for Aqua because with the AMIU, they take even more market share. Here it can be concluded that Aqua and AMIU a head to head competitors which affect each other. With the advent AMIU, Aqua immediately take reactive action to deal with this crisis.
Tactics
In the short term implementation with a special purpose (tactics), PR campaign can be done through several logical steps, namely:
SWOT Analysis
The program begins the campaign with a SWOT analysis by identifying the elements of strength (Strength), weakness (Weakness), opportunity (Opportunity) and threat (Threat). It can also do a PEST analysis (PEST analysis).
1. Strength
Aqua is the market leader that already has many loyal customers.
2. Weakness
Aqua could not compete on the same segment with AMIU because it has a selling price much higher due to the cost of production which is also very high compared with AMIU.
3. Opportunity
Aqua sehigienis AMIU not in terms of the production process, Aqua is more secure than AMIU safety and quality, so consumers there is no doubt about health when choosing Aqua.
4. Threat
The threat came Pou (Point of Use Filter), which make it easier for consumers to get clean water ready for drinking.
Goal
Aqua wanted to stop the domination AMIU and do not want their customers who have not fled to AMIU guaranteed quality. Aqua will hold the government to regulate AMIU-AMIU have mushroomed and operate without any rules that are binding, so the existence of AMIU can be tightened.
Target Audience
James Grunig (1992) states there are three forms of the target audience, namely:
1. Hidden audience that is difficult to known existence (latent publics)
Consumers who do not know about the dangers of consuming drinking water that does not have good production quality, so it is attracted to the cheapness AMIU.
2. Audience that cares and easily recognizable existence (aware publics)
Consumers from Aqua who are already loyal and know that the quality of the Aqua is not to argue about and irreplaceable with AMIU.
3. Active audience relate to the problems faced by the company (active publics)
Consumers who defend companies that helped the campaign to educate consumers Aqua with others that cheap is not necessarily quality.
Conclusion
After passing through difficult periods in the year 2002-2003, Aqua regain its footing after successfully doing a good Government Relations. No half-hearted, the effect was felt by rival companies who feel the positive impact of a successful approach to limiting AMIU Aqua.
In addition, Aqua also improve the quality and innovation of its products so that their quality really comparable to the price. Although segment AMIU Aqua and finally completely separate clearly, Aqua still can not stay silent because Akua is a product of "parity" that every person can find it everywhere and even produced his own.
However, with the shrinking number of depots AMIU cause a reduction in employment that in its heyday absorb so many workers. But still managed to minimize the risk of Aqua their customer to consume water that has not guaranteed quality that can cause diseases that may not be detected as a result of consuming drinking water refill
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