Idea Originators –

Frederick Kwesi Great Agboletey and Marcels Nuse Seglah

16 Pinkston Drive 16/1

G21 1 NW

Lanarkshire, Glasgow –

Idea Champion – Glasgow North Regeneration Agency -

Business Proposal for Manufacture and Global Distribution of Ionized Loch Bottled Water

Introduction –

Bottled water is presently one of the word’s most successful and ever expanding beverages sector in consumer industry, generating great profit margin for the fast moving commodities and consumer goods sector.

The purpose of this business proposal is to take advantage of a unique natural resource of Scotland; its pure and wholesome waters, and market its true value both within the United Kingdom and the rest of the world as a brand product that highlights that extraordinary, unique taste of what is without doubt one of earth’s most finest tasting water.

Proposed name for this product is “ionized Loch” which highlights product’s originating source as hundred percent water from a deep well resource in the Glasgow region of Scotland.

-         Proposed Company –

Company to be registered as Highland Pure Springs (HPS) will be a global beverages manufacturer with roots and head office in Glasgow. The ideas being suggested are raw and emergent. Keeping with tradition, and brand identity development, Ionized Loch will have product brand names such as Blue Tartar Pure Ionized. Red Tartar Natural, Grey Tartar Tickle for carbonated drink lines will emphasize brand identity with product origin. Pure Scottish Highlands Bottled Water and Juices.

-         Idea Value –

As mentioned, bottled water is an expanding industry with seemingly no limitation. However, like all products in the consumer products sector, competition is fierce and is idea driven.

Manufacturing and selling “ionized Loch” bottled water is an idea that has a unique selling point and appeal. That appeal is its source of origin.

The product’s source is its overall appeal, it is based on a marketing assumption which is locally held to be true that waters from Scotland taste so good, pure and wholesome, so fine indeed, that no sensible Glasgownian will drink any other (bottled) water for any reason whatsoever. Our idea is to share this unlimited resource with all of earth for a small price.

For hundreds of years Scottish resource has contributed to global intellectual and scientific development in far flung corners of this world, now comes another Scottish resource of incomparable value, its waters, bottled, under highest hygienic controls in a unique drive to share this incomparable product with an unequivocally local origin with a thirsty world.

-         Intended Niche Markets -

Large human populaces with a deep yearning for good thirsting water applies to all of humanity and so potential product target is by definition universal.

Large cities with a need for preferred alternative drinking water (such as London) is a local market that with its large population, depending on a well conceived marketing strategy would enable a solid base for initial market drive. Competition here will be fierce making market entry difficult but not impossible.

Once a defined market penetration is successful, ease of product access and delivery modes will become ultimate challenges that will ensure long term success. The idea here is to cultivate a reliable intermediary, supported customer base who will use own initiative to widen market and consumer base in local markets.

Such that, Ionized Loch becomes a reliable bottler, building a chain of delivery by rail, ship and road to wholesalers and major retailers.

British humanitarian efforts and voluntary organizations spanning the globe can be approached to be supplied this product for their areas of operation both for operational staff and regional population.

There is a need to evolve “paper milk carton” containers for some market potentials in developing regions of the world that ensure healthy delivery in single use containers.

Developing countries are a largely untapped market, especially MEASA (Middle East, Africa and Southern Asia) countries, with a market for both expatriates and locals, here it should be easier to identify high end retailers and a strong tourist biased retailing units, since these are often those who purchase significant volumes of bottled water.

“Ionized Loch” may have appeal to Scots abroad and by association with Scotland’s well executed identification with incomparable quality have a potential for a large United States market focusing on developing trade links with a few major wholesalers. Wal Mart is a good example.

By providing water dispensers, large offices yet unsupplied by water coolers could be locked into a unique branded product. Immense volume of business could be developed from close business development with regional, country sole distributors.

-         Product Packaging –

Standardized packaging sizes for bottled water is generic industry awareness and once approved an appealing nature image will be developed to identify this brand.

Disposal, plastic lined paper cartons for one off drinks is another potential packaging option with immense value in hot tropical environments. These packages for environmental concern needs must biodegradable.

-         Success Probability –

There is a global viable market for bottled water and given a successful market drive which should be partially borne by carefully contrived sole distributor contracts with support enabled through advertisements materials to be purchased by these distributors a niche will soon be defined and maintained.

Service industry development accruing to this idea development will again generate jobs of a long term and sustainable nature.

-         Maintaining Product Value –

It is imperative that bottled water is an idea driven product and its value, if initial product launch stage is passed and a steadily expanding market is developed will be sustained by ensuring that its source of manufacturing remains solely in Scotland.

-         Who stand to Benefit –

·         Scottish economy will benefit from expanding global water bottling industry from both employments generated locally on ground and profits reinvested as resource infused into local economy if “ionized Loch” is successfully marketed with an expanding market projection.

·         The City of Glasgow and Glasgow North Regeneration by being idea champions and partners in product development and implementation may have a successful, long term business initiatives to strengthen their existing financial base for wider economic engagements.

-         Parties to Idea Implementation –

Scotland has a well established and successful managed global beverage industry (whisky to be precise), by involving through careful contract negotiation one of this organizations, there is a wealth of global distribution knowledge and product development, placement and brand development that may significantly ease market entry while infusing into an emerging product idea a sustainable will to succeed nurtured over generations to ensure long term viability of this idea initiative.

-         Long Term Benefits –

     From a solely idea and market innovation perspective, there is a long term viability to a consumer brand sector that by all indication has a potential for long term growth and expansion limited only by marketing creativity. It is a product that has natural appeal and an effective branding strategy will ensure it has an export value that is competitively strengthened by product source of origin.

-         Can it be a success? –

If tap water resourced from questionable sources could sell successfully in billions of dollars, how much more a worthy product like sweet tasting water from a cellar limited to Scottish highlands with restricted and monitored supply source?

-         Challenges –

Can these waters truly be associated with a unique taste? Can this taste be sold as a desirable idea and can consumers be “turned on” to a taste long reserved for those in a particular place? Will they appreciate this taste? Once taste is acquired by consumers can said product be supplied sustainably over long term projections reliably?

-         Why it may not Work –

The will to sustain a worthy idea through its full circle of conception through to product delivery.

-         Financial Support –

Initial funding to be sought from mainstream and private sources and shares floated for community participation.

Additional Reading

-         http://www.polarisinstitute.org/bottled_water_industry_at_a_tipping_point

-         http://www.sunrise-water.com/ionised_water_explained.htm

-         http://www.sunrise-water.com/facts_about_water.htm

-         http://www.buzzle.com/articles/5-steps-to-success-in-the-private-labeled-bottled-water-business.html