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Mobile Water Plant
Luis Mathieu
China 1,328
India 1,186
United States 304
Indonesia 229
Brazil 190
Bangladesh 162
Pakistan 161
Nigeria 148
Russia 142
Japan 128
Mexico 107
Mexico:
Affordability matters
Source: IMF 2009
# 11 country in population (mln inh.) #56 country for GDP/cap (USD / PPP)
US
$ 47,000
France
$ 34,000
Mexico
$ 14,000
Bonafont is TOTAL Market leader
Mexico Bottled Water Market
15.6 bn Lt € 1.2 bn
Value
88%
41%
59%
Volume
12%
Bottles
HOD
HOD = Returnable formats > 10 Lt Bottles = PET-One way formats < 10 Lt
Total market share volume Total market share value
25.6
17.4
14.7
20.3
25.8
21.2
YTD 20092007
Bonafont
Competitor 2
Competitor 1
30.1
34.4
19.0
24.9
18.6 16.2
YTD 20092007
Bonafont
Competitor 2
Competitor 1
Mexico bottled water market
Source: Zenith 2008
Source: Nielsen Retail Sept 09
Bottled water:
the most secure & convenient water alternative
No drinkable
tap water
Alternatives have significant
drawbacks:• Not reliable
• Not properly “purified”
• Flavor issues
• Requires time
Boiling
FiltersChlorine
Returnable
Formats
Endorsed
Quality
Handle
Affordable
Reliable
We want our 20Lt jugs to reach …
Everyone All SELs (Pyramid)
20Lt jugs: a really affordable proposition
Source: Zenith 2008, Inegi 2008
=
=
9 Lt
5 Lt
1 Lt milk
1 Lt Bonafont
bottle
Sell Out Bonafont 20 Lt jug:
€ 0.07 / Lt
SEL: Socio-economic levels
Jug (20 Lt) PCC
Per year
23%
19%
58%
A, B, C+
C
D, E
% Population
133 Lt
132 Lt
121 Lt
We want our 20Lt jugs to reach everyone …
Everyone All SELs (Pyramid)
Everyday
2,616 routes
700,000 customers visited each week
Of which 500,000 homes
Distribution synergies with Bonafont Bottles & dairy
Distribution Force
We want our 20Lt jugs to reach everyone …
Everyone All SELs (Pyramid)
Everyday Distribution Force
Everywhere ?????????????
HOD is a very local business
With returnable jugs,
distribution is profitable
only within 150 km from
our plants
We would need 50 plants to cover the country!
Our innovative solution: Mobile Plants
Rather than sending our returnable jugs to remote territories, we send
the Mobile Plant to produce locally!
Construction < 3 months. Start up < 3 days
Up to 130 mln liters/year
Job generation > 200 per Mobile-plant
Annual CO2 reduction: 1,800 ton/Mobile-plant (120,000 ton total company)
Mobile plants:
huge accelerator for Mexico HOD
2007
Population
coverage
50%
2009
Population
coverage
58%
5 Mobile plants
8 New Cities!
13.4% 19.1%
6.9% 7.1%
Growth split YTD Oct 2009
Total HOD Growth
Volume Sales
6.5% 12.0%Traditional plant
territory
Mobile plant
territory
Thanks to mobile plants, we will reach 10 mln
more consumers by 2011
Acapulco
Veracruz
Villahermosa
CancunMeridaSan Luis P
Mex City
Saltillo
Torreon
Hidalgo
Coatzacoalcos
Mexicali
Cd Juarez
Cuernavaca
Campeche
2009
58%
2010
63%
2011
68%
Mobile Plants 5
Mobile plants in 2009
New mobile plants in 2010
New mobile plants in 2010
Mobile Plants 10
Mobile Plants 15
Population coverage
