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
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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 wouldn’t be successful or possible. That’s 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 -------------- 9

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

Chapter II: The Company Study -------------------------------------- 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

vi. Permits and Licenses to Operate ------------------------------ 20

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Page

Chapter III: The Company Organization and

Human Resource Management ---------------------- 21

i. The Company Organizational Chart ----------------------

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

A. Nature of the Product

i. Variety ------------------------------------ 36

ii. Design ------------------------------------ 37

iii. Quality & Features ------------------------------------ 38

vi. Brand Name ----------------------------------- 39

B. Price and Pricing Scheme of the Product

i. Price ----------------------------------- 40

ii. Pricing Strategies ------------------------------------ 40

iii. Price List and Brochures ---------------------------- 41

iv. Payments Scheme and Terms -------------------- 41

C. Place

i. Location ------------------------------------ 42

ii. Channels of Distribution ---------------------------- 43

iii. Coverage ------------------------------------ 44

iv. Transportation ------------------------------------ 45

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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 don’t

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 water’s cost. Demand is high
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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 public’s 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

customer’s 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 (Αα) – 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 people’s 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 station’s 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. Let’s 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)
 P a g e | 21

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 customer’s 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 company’s 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.

iv. Job Description and Job Specification
Manager
Queency Mharae
Sanchez
Job Description
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.
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Job Specification
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 Job Specification

Maintaining the financial Trained in

records of the company QuickBooks
using bookkeeping software accounting package
and online spreadsheets
Relevant Bookkeeping
Maintaining records Experience
of subsidiaries
Knowledge of Microsoft
Preparing and processing Office & Internet
payroll/s
QuickBooks
Reconciling all Accounts experience
accounts periodically
Excellent interpersonal
Preparing monthly, skills (e.g.; communication,
quarterly, half-yearly, and
self- awareness, building
yearly financial statements
trust, questioning &
Calculating taxes, collecting listening, influencing,
bad debts, paying creditors,
assertiveness, problem
and analyzing financial
statements solving, decision making)
Producing accounting Numerate & Literate
reports and income and Excellent
expenditure statements organizational skills
Processing sales Able to prioritize
invoices, receipts and Able to work to deadlines
returns Able to work on
Maintaining a monthly own initiative
profit and loss statement Discreet
Safeguarding and securing Flexible
all financial records of the Self Motivated
company Pro-active Team Worker

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.
P a g e | 27
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.
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Technical Assistant

Irish Capul

Job Description Job Specification

Ensure legal compliance of Excellent interpersonal

OEA packaging, both skills to provide quality
suitability for purpose and customer service to both
disposal. internal and external
Strive to minimize customers.
environmental impact of Ability to interact with
packaging, operations, different levels of
and waste management. personnel.
Carry out environmental Strong organizational
and personnel swabbing and time management
and ATP evaluation of skills.
hygiene systems. Additional experience
may be substituted for
Evaluating and trialing
lack of formal degree.
new machinery for water
processing and improving Has at least vocational 2
production processes. year diploma.
A person who can Has a good personality.
work under pressure. Has a good
communication towards
A person who knows how
people.
to operate the water
refilling station equipment. Knows how to deal
with customers.
Knows how to repair Efficient at work
the equipment in case
it’s broken. 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 10- At least high school

wheeler truck or less. graduate
Knows how to operate water Hardworking
station equipments. Has good personality
Has valid license Who can work
under pressure
Contributes to team effort by Self Motivated
accomplishing related results
Pro-active Team Worker
as needed.

Front Liner

Person # 1

Job Description Job Specification

A person who can be all At least high school

around in a water refilling graduate.
station business (except Hardworking
manager, bookkeeper Has good personality
and administrative Who can work
assistant) under pressure
A person who at least Self Motivated
knows how to operate water Pro-active Team Worker
processing equipment. Efficient at work
Contributes to team effort Knows how to deal
by accomplishing related with customers.
results as needed.
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v. Salary, Benefits and Incentives

Salary Benefits Incentives

SSS Service

Technical Phil Health Incentive

Assistant Pag - ibig Fund Leave

P250.00/day
13th Month Pay Meal and

Overtime Pay Rests Period

and Holiday/
Front P200.00/day Holiday/Rest
Christma
Liner Day Pay
s Bonus
Night Shift
Mid-Year
Differential
Delivery P200.00/day Bonus

Man Cost of

Living

Allowance

s
P16,9000.00/month
Total Paid

Holiday 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, Mayor’s permit, Water testing,

etc.)
5. Initial Supplies / Miscellaneous 50,000.00

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 30,000.00

Total P 670,000.00

(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 Third

Year Year

1. Manpower / P 203,450 P 203,450 P 195,000

Salaries

Technical Assistant

– P250/day

Front Liner

– P200/day

Deliver Man

– P200/day

2. Electric Bill 18,000 30,000 24,000

3. Phone Bill 6,000 7,200 4,800

4. Transportation / Gas 18,000 12,000 12,500

Allowance

5. Consumables and Others 12,000 12,000 12,000

GROSS EXPENSES P 257,450 P 264,650 P 248,300

(Table 4.3)
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Gross Sales and Gross Expenses for

Three Years
8

4 Gross Sales
Gross Expenses
3

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 - P 10.00

Purified Water - P 15.00
Alkaline Water - P 20.00
Pi Water - 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.
 P a g e | 42

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)
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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

Angelo’s Purified Water, Consolacion, Cebu City

MD Wing Refilling Station, Lapu-Lapu City

Aqua Shen Station, Mandaue City

Tomorrow’s Life Water Station, Mandaue City

Thirsty Water Purified Station, Lapu-Lapu City

Sam’s 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.

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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)
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iv. Transportation

Old Bridge

To Mercado To Pusok / Mepz 1

Gaisano
Mactan

Petron

To To MBEAB Gate
MECO

To Tamiya / Mepz
2

(Fig. 5.6)

The figure above is a sketch of the location of the firm; this is for the walk-

in 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.

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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

doesn’t completely depend on personal contacts only. Somehow, the

stockholders of the firm came up with an advertising strategy.

Since water refilling stations don’t 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

customer’s 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 customer’s 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/ wi ki/ Alkali

http://www.pi- water.com/ne w/en_ water_DrPi_What IsPi.html

http://en.wikipedia.org/ wi ki/Purified_ water

http://en.wikipedia.org/ wi ki/Miner al_ water

http://bizfil.com/starting-a-water-refilling-station-business/

http://www.e ho w.com/info_8164329_equipment -used- water-refilling-

stations.html

http://businessdiary.com.ph/tag/sample -feasibility-study-for-water-
refilling-

station/