PM Report1
PM Report1
PM Report1
Student: QAMBER
Comapany Name:
Address: JUSAK,TURBAT
Table of Contents
01 EXECUTIVE SUMMARY
02 CRUCIAL FACTORS
PROJECT TIME LINES ..............................................
03 PROJECT PROFILE
PURIFICATION OF WATER.........................................
PROCESS ......................................................
PRICING ....................................................
LAND: ...........................................................
BUILDING/INFRASTRUCTURE .......................
Selling Price
Starting Capacity of Plant
No. of Bottles
10 FINANCIALSTATEMENT
EXECUTIVE SUMMARY
The demand for mineral water is constantly rising and there are a number of local manufacturers
producing good quality mineral water bottles. The consumers are becoming increasingly quality
conscious and seek products offering value for money. This trend has led to strong growth in mineral
water bottling plant all across Pakistan. The focus of the business would be to provide clean, hygienic
and drinkable water.
This study presents an investment opportunity for establishing a Mineral Water Processing Plant with
a capacity of 100,000 gallons per day. The proposed product line will consist of 19 liters bottles.
The total project cost for setting up a Mineral Water Processing Unit is estimated at Rs. 106.41 million
out of which Rs. 100.48 million is capital cost and Rs. 5.92 million is working capital. The project is
proposed to be financed through 100% equity.
The most critical considerations or factors for success of the project are:
CRUCIAL FACTORS
It is advisable to evaluate the associated risk factors by taking into consideration of certain key
elements. For establishing water purification plant critical factors that should be considered before
launching are described below:
• The market for purified bottled / mineral water is a growing market, but offers tough
competition.
• Perception / positioning of the new brand. Usually the top target markets for bottled mineral
water follows the perception. If the perception is positive, the results will be higher sales. The
positive perception for distributors and final customers may result from direct consumer
experience, awareness, direct promotional activities, print media and cable advertisement.
• Distribution is very important for the success of new brand. The stronger the distribution the
more successful will be the new brand. The distribution strategy should be designed after a
careful study of the market for going for regional distribution or for nationwide distribution.
• Pre-launch advertising is vital for positive perception of the product, which will result in higher
product acceptance.
• Compliance of the water quality standards of (PSQCA) Pakistan Standards & Quality Control
Authority and license from the authority.
• Availability of product at A class, B class or C class shops should be decided before launching the
product and availability should be persistent.
The construction / renovation of civil works are estimated to be completed in six months whereas the
plant lay out and machinery order and installation is also estimated to be completed in three months.
The time required for pre-operations is three months. The project time line may extend and cut back
depending upon the start of activities on parallel basis or one after another.
PROJECT PROFILE
Purification of Water
The process of purified bottled water manufacturing consist of collecting water from a suitable source,
filtration, demineralization, blending with salts, aeration, testing for standards conformation, bottling
and then packaging.
Opportunity Rationale
The market for mineral water has been showing a mushroom growth trend over the last few years due
to the increasing population in a country, less availability of clean drinking water in majority of areas
and awareness of hygiene with respect to drinking water. The demand of clean-fresh water is
increasing year after year. Keeping this situation in mind many individuals and companies have set up
mineral water processing plants in order to supply clean drinking water.
Pakistan has an estimated population of more than 189 million, due to this increase in population,
demand of pure drinking water has increased. Most of our population is facing the problem of drinking
water shortage. This further integrates the demand for pure drinking water.
The potential markets for bottled / mineral water consist of Households, Hotel Industry, Hospitals,
Offices, Homes, Educational Institutions, Commercial Markets and Hygiene conscious people.
Moreover the bottled / mineral water has been emerging as a daily preference of Upper, Middle &
Lower Middle Class due to unavailability of clean/pure drinking water.
Project Brief
This study presents an investment opportunity for establishing a bottled water plant for providing
pure drinking water. The proposed product line will consist of bottles of 19 liters.
Project Investment
The total cost of the project has been worked out to be Rs. 106,411,600 This includes a fixed cost of
Rs. 100,484,300 and a working capital requirement of Rs. 5,927,300
Process
Three sources of water can be used for purification purposes on commercial basis.
• Ground/Boring Water
Plant Capacity
This study has been designed for a water purification plant with a capacity of 100,000 gallons
per day. The product consists of 19 liters bottles only.
Financial Summary
The financial cost of the project can be summarized as under:
Payback Period
Project Cost IRR MIRR (years) NPV
Proposed Location
Mineral Water processing plant can be set-up in any major city with significant population such as
Karachi, Quetta, Turbat
STRATEGIC RECOMMENDATIONS
Marketing
The traditional marketing tools include site advertisement, print media advertising and brochures. This
study allocates 20% of the revenue for advertising and promotional purposes.
Apart from the traditional marketing tools, this study suggests to focus more on other marketing
magnets that include interactive marketing. Interactive marketing may include educating the general
public about the importance of water and its daily consumption requirements for human body
through the participation in seminars and in general public gatherings (e.g. College and University
gatherings).
One of the marketing options is to sponsor public events like cricket matches or hospital campaigns,
distributing free brochures about water and its daily consumption. The interactive marketing may be
designed through seminars and workshops about the daily human consumption requirements and
diseases originating from the lack of pure water. Overall marketing strategy may change with the
change of target market. A market research study is recommended to design the different dynamics of
marketing before launching the new brand.
Marketing expense has been included at the rate of 20% of Total Revenue. The investor may decide to
increase or decrease the amount of marketing expense depending upon the choice of promotional
activities and type of media used. Following table gives the breakup of tentative marketing expense.
Pricing
The pricing strategy should be in line with the going rate market prices of the different local brands.
Since a new brand has to face a lot of competition from the market, it is suggested that the price
strategy should be according to the market competition. Suggested price is Rs.110 for 19 Gallon Bottle
however different brands are available at Rs. 50 to 250 with respect to their brand positioning and
consumers perception.
Product Packaging
Product packaging and presentation is one of the main dynamics, which control the flow of target
customers towards the product. Packaging should be in line with the industrial norms. Packaging may
also vary with the understanding of the target market. It is suggested that the bottles of 19 liters
capacity should be used. Bottles should be clear. The bottle should give a reflection of light sky blue
color, which is considered a natural symbol of the water. This color also adds a tinge of purity. The
water should give a shiny and a glossy reflection. The bottles should be placed in special racks and
strand meant for bottled water at retail outlets, which will be having a unique color and a unique
design. The color and the design will create a positive perception for the new brand. The lamination on
the bottle is suggested to be on four-color printing and should have the following information in
addition to the logo of the company.
• Water Specification
• Certificate mark of the Pakistan Standards & Quality Control Authority
• Expiry Date (Best Before Date)
• A brief intro of the company with the address
• Website address of the company
• Brand Name / Trade Name
Net volume in System International / Metric system
BRANDS AVAILABLE IN THE MARKET
Table: Some popular Brands available in the market
Abc-Hayat Lucent
Springley Fission
Aqua Bara Safe Balance
Aqua Flex Aqua Plus
Nestle Pure Life Exact
Atlantis Pureza
Sparkletts XT
Aafi Aqua Nation
Classic Aala Pure Drop
AB-E-Tasneem Oasiss
Tws Horizon
Nayab Maya
Aspen Aqua Nino
Pineo Prime Pani
Kinley Pure N Fine
Project Costs
Total project cost for the RO Mineral Water Plant is estimated to be around Rs. 106,411,600. This
includes costs of capital expenditure as well as working capital required for the project in the initial
year.
Table Project Cost Details
Land:
The space requirement for the proposed Mineral water processing plant for 100,000 GPD is approx. 01
acre and estimated by considering various facilities including management office, production hall,
storage, open space, etc. Details of space requirement and cost related to land & building is given
below:
Building/Infrastructure
Description Estimated Unit Cost Total Cost (Rs.)
Area (Sq. (Rs.)
ft.)
Capital Structure
The proposed project is based on 100% equity.
Project Returns
The details of project returns are as following:
Table: Returns
IRR 41%
PAYBACK (Yr.) 3.29
FINANCIAL ASSUMPTIONS
The financial projections are based on the following assumptions:
Revenue Assumptions
Earnings Before Interest & Taxes 30,204,195 44,771,255 61,898,562 81,952,819 106,139,484 89,732,903
17,873,229
Subtotal - - - - - - -
Earnings Before Tax 30,204,195 44,771,255 61,898,562 81,952,819 106,139,484 89,732,903
17,873,229
Calculations
Balance Sheet
Assets
Current assets
Cash & Bank 1,000,000 10,312,208 23,197,551 36,367,975 50,465,651 63,451,326 79,676,795 83,308,984
Accounts receivable 4,427,056 5,441,074 6,613,626 7,966,277 9,523,322 11,312,113
3,957,145
Raw material inventory 3,187,800 4,562,140 5,369,639 6,267,833 7,265,463 8,372,049 9,597,957
3,837,314
Pre-paid insurance 1,739,500 1,391,600 1,217,650 1,043,700 869,750 695,800 521,850
1,565,550
Total Current Assets 5,927,300 33,578,347 48,396,338 64,390,810 79,552,817 98,267,966 104,740,904
19,672,217
Fixed assets
Land 10,018,800 10,018,800 10,018,800 10,018,800 10,018,800 10,018,800 10,018,800 10,018,800
Building/Infrastructure 29,119,950 27,502,175 25,884,400 24,266,625 22,648,850 21,031,075
32,355,500 30,737,725
Machinery & equipment 23,360,000 20,440,000 17,520,000 14,600,000 11,680,000 8,760,000
29,200,000 26,280,000
Bottles 2,200,000 2,436,500 2,581,975 2,749,271 5,172,309 4,927,919 4,704,587
2,310,000
Furniture & fixtures 1,490,000 1,192,000 1,043,000 894,000 745,000 596,000 447,000
1,341,000
Office vehicles 15,240,000 13,335,000 11,430,000 9,525,000 7,620,000 5,715,000
19,050,000 17,145,000
Office equipment 1,100,000 880,000 770,000 660,000 550,000 440,000 330,000
990,000
Total Fixed Assets 82,247,250 75,690,950 69,156,471 64,877,734 57,931,569 51,006,462
95,414,300 88,822,525
Cash provided by operations (4,927,300) 18,221,358 31,194,516 42,268,921 55,775,703 71,601,303 89,916,718 76,496,361
Investing activities
Capital expenditure
Acquisitions (100,484,300) (330,000) (379,500) (436,425) (501,889) (2,807,819) (421,173) (484,349)
Cash (used for) / provided by investing activities (330,000) (379,500) (436,425) (501,889) (421,173) (484,349)
(100,484,300) (2,807,819)
NET CASH 1,000,000 17,891,358 30,815,016 41,832,496 55,273,814 68,793,484 89,495,545 76,012,012
Cash balance brought forward 1,000,000 10,312,208 23,197,551 36,367,975 50,465,651 63,451,326 79,676,795
Cash available for appropriation 1,000,000 18,891,358 41,127,224 65,030,047 91,641,789 119,259,135 152,946,871 155,688,808
Cash balance 1,000,000 10,312,208 23,197,551 36,367,975 50,465,651 63,451,326 79,676,795 83,308,984
Cash carried forward 1,000,000 10,312,208 23,197,551 36,367,975 50,465,651 63,451,326 79,676,795 83,308,984