30% PET REDUCTION AND 30% SALES INCREASE FOR MEXICAN CHAIN Sidel bottle design achieves significant material savings and improved sales for Mexican pharmacy store chain

From humble beginnings to 1,200 stores From relatively humble beginnings,pharmacy store chain, Farmacias Guadalajara, has grown beyond all recognition. Founded in 1942 in Jalisco, the company embarked on a programme of expansion in 1962, opening many new branches and adding many new services, such as 24-hour opening. Since 2004, the company has been increasing the number of its pharmaceutical stores and, as a result, currently has more than 1,200 stores in 24 Mexican states.

PET dominates booming Mexican market Mexicans are already the biggest users of bottled water in the world, yet bottled water is currently the fastest growing category in the whole Latin American market. In the years between 2013 and 2017, it is expected to undergo a further surge of 5% growth. The Mexican pharmacy chain had previously used third-party suppliers to provide the water for sale in its stores, but decided that it needed to take full advantage of this increasing domestic market.

Pharmacy chain with more than 1,200 stores throughout Mexico, bottling and selling its own water

SOLUTIONS FOR WATER

sidel.com/water

identity and better brand positioning

Staggering saving of 30% PET in total

Capable of 10,000bph in 1.5 litre format

16,000bph in the 330 and 600ml formats

Installation of Eurotronica FM-C48 filler

and Sidel Starblend mixer

Taking advantage of the domestic market in bottled waterFarmacias Guadalajara took the decision to start its own production in both still and carbonated water. The first step in the creation of the new brand was establishing the Innomex bottling plant close to the metropolitan area of Guadalajara.Working closely with Sidel engineers and designers, the company subsequently installed a Sidel Eurotronica FM-C48 filler and Starblend mixer, capable of outputting bottles at speeds of 10,000bph in the 1.5 litre format and up to 16,000bph in the 330ml and 600ml formats.

30% increase in sales through better brand positioningTo give the new brand - ‘Blue Bay’ - its own distinctive identity, Farmacias Guadalajara turned to the Sidel packaging team for assistance with brand and packaging design. The result was a strong and modern shape that would identify the new brand, yet - by reducing the amount of raw material and resources used - could also give Innomex a competitive edge by reducing costs. The designed shape used 12 grams less raw material than the original bottle by the third-party supplier. The saving of 30% PET was also reflected on the producer’s bottom line. In addition to saving resources, the new shape has proved highly popular with the end-user. Sales have increased by 30% due to the product’s improved identity and better brand positioning. Having achieved such a resounding success with its own bottled water, Farmacias Guadalajara is now looking to expand further energy drinks and isotonics.

www.sidel.com

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Increased sales of 30% due to improved

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