Vision :

AQUA has been part of a healthy Indonesian family for more than 30 years. As a pioneer of
bottled drinking water since its establishment in 1973, AQUA is now an inseparable part of
the healthy life of the Indonesian people. Past and present, AQUA has always been the
largest and foremost in Indonesia. AQUA's sales volume is the largest sales volume in the
world for the mineral water category.

Mission:

AQUA always wants to carry out programs to nourish Indonesian consumers, including the
AKSI (AQUA for Indonesian Healthy Families) and AuAI (AQUA for Indonesian Children)
programs.

Explanation of The Vision and Mission of PT Aqua

Vision & mission used by PT. Aqua Golden Mississippi Tbk is still relevant to the current
situation and still allows the company to remain in the competitive world of bottled water
business in Indonesia.

Aqua has been a part of a healthy Indonesian family for more than 30 years and Aqua will
remain and always be the pioneer of the largest and foremost bottled drinking water in
Indonesia, as the focus of its efforts. So that Aqua will always be the market leader for
bottled drinking. With a target market of all Indonesian people and people abroad, Aqua
offers several mineral water products not only in packaged form. Aqua offers several
products such as Aqua Reflection, Aqua 50, and Mizone isotonic drink. Aqua is increasingly
determined to compete in the Indonesian and foreign markets. By continuing to innovate
products, good management, and in terms of promotion through attractive advertisements, to
maintain customer loyalty.

Aqua always wants to carry out programs to nourish Indonesian consumers, including the
AKSI program (AQUA for Healthy Indonesian Families), AuAI (AQUA for Indonesian
Children) and distribution of clean water in remote areas as a form of corporate responsibility
towards the environment. This is supported by efforts to continue to create added value and
develop product innovations in accordance with market conditions carried out by PT. Aqua
Golden Mississippi, Tbk. In addition, Aqua production must really pay attention to the
technology used. Because here in water distribution, Aqua still uses paralon material, not
stainless

Nine Components of An Effective Mission Statement PT Aqua

1. Consumers
AQUA's mission is to always bring goodness to Indonesia, especially in providing
healthy products for consumers, in 2019 all forms of goodness are manifested through
the presence of AQUA's new appearance. Through this packaging refresh, AQUA
shows its support for bringing a better life.
And based on its product line, AQUA DANONE has a specific target. For the aqua
product itself, the target is aimed at the Indonesian people at all levels of consumers.
As for the aqua reflection product, it is aimed at premium consumers who are modern,
dynamic, and always want to move forward in life and balanced with a healthy body
from within. And for Mizone itself, of course, it is aimed at consumers of isotonic
drinks and consumers of mineral water with fruit taste and aroma.
2. Products/Services
AQUA is a leading product in Indonesia and has the largest sales volume in the world
for the mineral water category. AQUA comes from 100% natural mountain springs
containing healthy balanced minerals. AQUA is part of the DANONE group of
businesses, one of the largest food and beverage product manufacturers in the world.
In Indonesia alone, DANONE's business units cover four main categories, namely
beverages (AQUA and Mizone), processed dairy products (Milkuat, Activia), and
baby food (Nutricia and Sari Husada with products such as SGM, Vita Plus, Lactamil,
and Vitalac). , as well as medical nutrition.
Not only maintaining the quality of production, Danone Aqua is also committed to
maintaining product quality from water sources to products in the hands of
consumers. In the current pandemic conditions, where the government advises to stay
indoors and reduce activities outside, distributor agents and Aqua Home Service
(AHS) partners have an important role in ensuring that product distribution runs
smoothly into the hands of consumers. So, as a pioneer of bottled mineral water
products, Danone Aqua can still provide healthy drinking water for the people of
Indonesia.
3. Philosophy
 The 40 Years AQUA logo together for Indonesia features the number 40 design
which has a batik-like pattern that shows the close relationship between AQUA and
Indonesian culture. The pattern of the heart that is embedded, shows AQUA's love for
Indonesia as well as its concern to continue to preserve the surrounding environment.
The water drop motif depicts the goodness of nature that will continue to be
presented. While the green and blue colors show purity and freshness, which is also in
harmony with the colors of the new Danone AQUA logo.

Featuring mountains as the main element, the new Danone AQUA logo depicts the
power and source of AQUA's invaluable water. The blue color is used because it is
the basic color of the AQUA brand and symbolizes the purity of the water source that
comes from deep in the mountains and is located in the deep layers of the earth. The
green tinge on the mountain depicts the color of nature which is full of life, and is also
a reflection of the dawn of a new day. The wave motif depicts water as the source of
life as well as the flow of life that is always in motion
4. Market
Aqua is currently the market leader in bottled water. Its strong position is due to the
factor that Aqua is not only a mineral water product that was first introduced in
Indonesia but also succeeded in changing people's mindsets through intensive and
appropriate promotional and marketing strategies.
Since 2003, Aqua takes about 50% of market share on Indonesia AMDK's market.
Hence, AMDK market has low entry barrier and has been considered as very
competitive market, as more than 200 companies, locaJs or MNCs as Aqua
competitors. Aqua has been pioneering on AMDK's market since 1974. Aqua is on
the front for product innovation, while it has been known as a trial & error. When
Danone came to market, Aqua moves its innovation more heavily than ever. Besides
product innovation, Aqua pushes its production more efficient, without sacrifice its
quality. Aqua's business communication to its customer began with functional benefit
communication for core messages. When it achieves top of mind on market, the core
messages turns into emotional benefit. This brand communication brings Aqua on
brand achievement on 2004-2007. Aqua promotion expenses recognized as the
biggest on industry, even from its competitors as total. As market leader, Aqua
consistently places its price on top from its competitors, though it is not significantly
rufferent. Aqua products are rustributed by 67 third party distributors and 19 Aqua
 branches on all Indonesia regions with 800,000 outlets penetration. Aqua has a policy
to utilize the three layer model of market penetration, with star outlets as the main in
its rustribution process. As a conclusion, with consistently develop and maintain its
management on product, place, promotion and price management, Aqua has been the
market leader for 30 years, and it continuously shows stable growth.
The promotional methods used are mainly through advertisements in electronic and
print media, sponsorship of various events, and the installation of billboard
advertisements widely. This is one of Aqua's marketing strategies. Aqua also sponsors
several sports and other fields to boost the popularity of this brand so that it is better
known to the wider community.
5. Technology
PT Aqua, which is located in Bogor Regency, utilizes environmentally friendly
technology in producing air mineral packaging. The technology used by
manufacturers today, including AQUA, is the result of years of innovation with the
same goal, which is to ensure that products that reach consumers are safe and of good
quality. Innovation has also made packaging such as reusable gallons safe for
repeated use and environmentally friendly because it does not increase the amount of
waste. environmentally friendly. In addition to air and energy efficiency as other
Aqua factories have done, the Ciherang factory has also developed renewable energy
by installing solar panels on top of the factory building.
6. Self-Concept
AQUA is a pioneer of bottled drinking water in Indonesia which was founded in
1973. AQUA is a leading product in Indonesia and has the largest sales volume in the
world for the mineral water category. AQUA comes from 100% natural mountain
springs containing healthy balanced minerals. AQUA is part of the DANONE group
of businesses, one of the largest food and beverage product manufacturers in the
world. In Indonesia alone, DANONE's business units cover four main categories,
namely beverages (AQUA and Mizone), processed dairy products (Milkuat, Activia),
and baby food (Nutricia and Sari Husada with products such as SGM, Vita Plus,
Lactamil, and Vitalac). , as well as medical nutrition.

7. Focus on Public Image

The brand image variable has a positive influence on the consumer loyalty variable.
This means that if the perceived brand image is higher, it will lead to an assessment of
 consumer loyalty. In accordance with a research result that has been obtained, it is
stated that a good brand image will increase consumer loyalty. And this has been
proven by consumers in the Puri Anjasmoro Housing Semarang who are quite loyal to
AQUA drinking water. Consumers at Puri Anjasmoro Housing Semarang feel that
AQUA drinking water is one of the drinking water products that is classified as
having a good brand image and being able to compete with other brands.
Danone Indonesia's Corporate Communication Director, Arif Mujahidin explained
that the innovations carried out throughout 2019 were the display of packaging labels
through new designs in an effort to strengthen AQUA's image as a brand that presents
goodness.
8. Focus on Survival, growth, and profitability
2019 was a challenging year for the fast moving consumer goods (FMCG) industry,
although the development of e-commerce in Indonesia brought several new
opportunities. These challenges can be in the form of challenges in human resources,
finance, technology, to administration and utilization of consumer-related data.
However, 2019 actually brought growth to Danone-AQUA's business performance.
Sales in 2019 grew by 10.5% compared to 2018. Entering 2020, the Covid-19
pandemic brought challenges to society, especially to business people. This disruptive
condition has an impact on Danone-AQUA's business activities both directly and
indirectly. Its business performance in general has decreased. However, this condition
does not reduce AQUA's commitment to continue to run the business in a sustainable
manner. Danone AQUA adapts by rethinking its business strategy and establishing
new initiatives. The ongoing commitments and initiatives related to environmental
conservation and community empowerment are still ongoing.
9. Employee Focus
Every AQUA employee has the same opportunity to grow, to fulfill their potential and
explore their creativity. Every employee has a common vision and a common bond to
build AQUA's leadership through a continuous focus on product quality, service,
customer satisfaction and social responsibility. For people with high levels of energy
and commitment, Danone is the perfect place to challenge the status quo and generate
breakthrough ideas. Because our culture is based on initiative and empowerment,
every day can be a fresh adventure – full of new possibilities and real joy.
AQUA focuses on the development and development of local and regional talent.
There are various programs to improve the careers of AQUA employees through
international assignments and projects. Each employee is encouraged to shape their
career path by alternating across functions, contexts and cultures. Mobility is
determined by mutual agreement with employees, taking into account their personal
situation, their aspirations in terms of career advancement and organizational needs.

AQUA cares about the development of employees by enabling them to have the
various competencies and skills needed to excel in their jobs. PT AQUA invests
heavily in providing comprehensive local and overseas training for its employees. In
Indonesia, AQUA has Academi Danone Indonesia which implements programs that
enable all employees to develop both in their professional and personal lives. As a
smart organization, AQUA has the Danone Academy 2.0 platform, where Danoners
can access 24/7 learning at their fingertips. All development programs and platforms
are designed to achieve the target we set: 80% of our vacancies/vacancies must be
filled internally.