jsc healthy water inc
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JSC Healthy Water IncTRANSCRIPT
JSC Healthy Water Inc
Water Is Georgia’s Number One Mineral Resource
7 060
12 300
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4 000
8 000
12 000
16 000
World GeorgiaCu
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iver
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ita
High mountains in Georgia provide an abundance of water resources
Renewable source of water
Water resources in Georgia are high compared with The World Average
Up to 50 resorts based on mineral springs and aquifers
Georgian water resorts were famous destinations of the Soviet people
Substantial Economic Progress Since 2003 Dramatically minimized and simplified licensing Very low taxes Low corruption Simplified customs regime since August 2006 Beneficiary of EU GSP+, granting companies the right to export 7 200
categories of goods duty-free Low Cost of Energy Cheap Workforce Strategic Location of the Country
Why Georgia
Ease of Doing Business, 2010
Healthy Water
1905
Source of mineral water discovered in Nabeghlavi
Unique content, taste and healthful features
Factory production starts
Limited production mostly for Kazakhstan
Water and brand not popular in Georgia
Factory closed in 1990
1958-1990
Modernized factory
Increased production by 800 percent
Market share reached 51 % from 6%
In 2007 Purchased 25-year exclusive license for extraction of Nabeghlavi and Bakhmaro waters
2003-2007 2009
United under holding Margebeli JSC
Holding managing several food and beverage producing companies in Georgia
Healthy Water Ltd. created
Georgian and Swiss private investors
New Nabeghlavi brand
Stating capital of 50 000 USD
Utilized inefficient Russian equipment
1998 2002
Started producing still water Bakhmaro
2010
Poised for major international expansion
June 2010 opened representative office in Ukraine
Aggressive Export Growth
2011
Working on new Export Markets
Planned Technology Investment
Management Team & Key Persons
Family Business managed by founders since first days of company establishment
12 year experience of establishing, growing and developing a leader company on local market with
Experienced technical staff Reliable Partners worldwide, like
Krones AG State of the art factory, Up-to date technology Well built distribution channel
Mikheil Svimonishvili
Economics, Zurich State University, Switzerland Information Systems, Tbilisi State University Economics, Bruchsal Academy of Commerce,
German Consultant, Healthy Water Governor of Guria Region Minister of Agriculture City Planner, Tbilisi
Gia Gogoladze
Economics and Engineering, Tbilisi State University
Director, Healthy Water Economist, United Georgian Bank
Avtandil Svimonishvili
PhD, Geography, Moscow State University Economic Geography, Tbilisi State University Director General, Healthy Water First Secretary, Ministry of Foreign Affairs Researcher, Georgian Scientific Institute Translator, Isfahan Metallurgical Plant, Iran
Product Portfolio
Hydrocarbonate sodium table water
enriched with natural CO2subtle taste and unique
curative propertiesMineralization 3.5 – 5.9 g/l
Nabeghlavi Bakhmaro
Spring water To the surface at the health
resort situated at the height of 2000m above sea level.
Very soft water Rich with oxygen Perfect pH indicator: - 7.5.
Production Facility located at the foothills of the Caucasus, ecologically clean zone in Western Georgia Elaborate system of pipelines connects several bore wells and the bottling plant,
situated in village Nabeghlavi, nearby the sources Equipped with state-of-the-art European automatic bottling lines from “KRONES”,
with the capacity of 30000 bottles per hour Proved by a Certificate of Conformity with EU standards and ISO 9001:2000 Contractor supplier of Defense Logistics Agency (DLA) In 2010 Sales Volume reached 62 mil. bottle
Sales Dinamics
Share Distribution
Healthy Water has dominated IDS Borjomi in Borjomi’s home market
New Developing Policy
Until 2010: Management completed building of the factory with latest technologies
and modern facility. Healthy Water became the leader on local market Obtained a 25 year general license Gained market share in the neighboring countries Established Distribution Infrastructure: storage buildings, strong network
with all essential equipments - distribution vehicles, branded refrigerators, software etc
Since 2010 Export has become the most important direction of development
Nowdays Export share is 20%in total sales
Distribution Channel
Distribution throughout Georgia by sister company of Healthy Water (Engadi)
Equipped with advanced software for distribution network control
State-of-the-art storage facility in logistical hub in the outskirts of Tbilisi
6500 active Trade Point (Supermarket Channels, HoReCa, Off-Trade)
600 active HoReCa Units
3000 branded refrigerators throughout Georgia
Very close relations with stores built up during the past years through day-to-day direct work and incentive systems
Strategic Location for Export Opportunities
Shortest Route Between Europe And Asia Via Silk Road
Access To The Black Sea To Reach Europe With Low Cost
Access To Railway To Reach Middle East, Caspian Sea
Access To Modernized Roads For Truck Transportation To Caspian, Middle East And Turkey
0,2%
0,5%
6,8%
7,9%
3,3%
6,3%
West Europe
North America
Asia/Australia
Africa
Eastern Europe
Middle East
CA
GR
200
3-20
08 W
ater
Con
sum
ptio
n
Growth potential in Eastern Europe, Middle East and Asia
In 2008 global bottled water market grew by 4,5%
(CAGR) in 2003-2008 was 6,8 percent
Bottled water market expected to grow 3,7% in 2011 and 4% in 2013
Source: Zenith International Source: Zenith International
Healthy Water Will Focus Expansion Via Countries With:
Highest Growth Potential And Convenient Location
Strategically concentrated to export to Asia, Middle East and Eastern Europe Healthy Water will focus on the three regions
Priority export focus will be Nabeghlavi for premium segment while Bakhmaro will also follow
Nabeghlavi export potential is largely linked with popularity ofGeorgian cuisine in FSU countries, although other factors also play
PRIORITY IUkraineBalticsAzerbaijanKazakhstan
PRIORITY IIUSAPolandTurkmenistan BelarusUAE
PRIORITY IIIIsrael North AfricaEURussia
Export Countries Prioritized By:•Knowledge Of Georgian Cuisine (FSU, emigrants) For San Pellegrino
Effect Going For Ready Markets•Demand On Imported Sparkling Water (high proportion of sparkling
water consumption)•Relatively Stable Economies (to invest in building customers)
Aggressive expansion to CIS countries- current priority Ukraine
2010 Opening a representative
office Active Marketing
Campaign in largest Retail Channels and Business Centers
2011Integrated Marketing Campaign TV commercials with the most
recognizable Georgian Celebrity in CIS – Buba Kikabidze
Radio Trivia with prizes - 2 person Tour to Georgia, Nabeghlavi bottling plant and Batumi city
Wide media Coverage: with billboards, Printed and internet ads
Continuous tasting campaigns in largest retail chains
Address: Lot 204, Didi Dighomi, Tbilisi 0131, Georgia
Phone: (+995-32) 99 91 99, 98 69 82Fax: (+995-32) 93 17 59E-mail: [email protected] Website: www.HealthyWater.ge