company overview

Company Overview

1) Company Introduction

2) Company History

3) Organization Chart

Business Overview

Brand Introduction

R&D Center Introduction

Factory Introduction

Documents

1) Business Environment

2) Business Concept3) Consumer Market

Analysis

1) 4P Analysis2) Awater Production

Background3) Awater Introduction4) Awater Properties /

Effect5) Distribution Channel6) Promotion

1) R&D Center Introduction

2) Awater Experiment

3) Chemical Test

1) Factory Introduction

2) Production Process

COMPANY | INTRODUCTION

Management Policy

– To achieve the best quality based on continuous management and improvement activities

– To maximize work efficiency based on development of eco-friendly process

– To thoroughly comply with environmental laws and regulations

Management Philosophy

Heath for Mankind / Contribution for Society / Happiness for Household

– Company Name: Korea Alkaline Water Co., Ltd.

– Representative Director : Kyu-Chul Lee

– Date of Establishment : January 1, 2003

– Main Office : #400, Moknae-dong, Danwon-gu, Ansan-si, Gyeonggi-do, Korea

– Factory : #67-5, Gangcheon-ri, Gancheon-myeon, Yeoju-gun, Gyeonggi-do, Korea

– Website : www.eisu.co.kr

01

02

2003. ~ : Launched a study of natural alkali mineral water known throughout the world

2009. 05 : Established RC-Haji Inc. which is a joint venture corporation in U.S.A

2009. 08 : Acquired Business Permit

2009. 09 : Completion of main factory for Awater production

Held business presentation at Seoul Hilton Hotel and subscribed national exclusive distributors

2009. 11 : First shipment for exportation to U.S.A, Taiwan, Trinidad and Tobago

2009. 12 : Contracted with domestic national exclusive distributors (11 ea) and special distributors (6 ea)

Opening of business at famous department stores over the nation such as Lotte, Shinsegae, Hyundai, AK Plaza, Galleria

2009 Hit Product Selection by the Kyunghyang Shinmun

2010. 01 : Selection of official beverage for a wrestling national team by the Korea Sports Council

Delivered large-size accommodations such as Chosun Hotel and High 1 Resort

2010. 04 : Delivered about 20 golf courses including Ladena C.C

2010. 05 : Partnership contract with KPGA and selection of official beverage by KPGA

Awater CF Advertizing in YTN

2010. 06 : Opening of business at large-scale distributors such as E-Mart and Lotte Mart, and hospitals

2010. 11 : Opening of business in KTX, KT

2011. 03 : Opening of business in expressway rest areas

2011. 06 : Opening of business in Resom Resort

2011. 09 : Opening of business in cancer sanatoria around Gyeonggi province

2011. 10 : Opening of Business in 7-Eleven, Buy the Way

COMPANY | HISTORY

COMPANY | ORGANIZATION CHART

Representative Director

General Manager

Business Headquarters

Production Headquarters

Administration Division

Planning Marketing Division

Distribution Management Division

Overseas Business Division

Production Division

Quality Control

Delivery Division

General Affairs Division

Accountant Division

Purchase Division

1) Parent Company History

BUSINESS OVERVIEW | ENVIRONMENT

1959 ~ : Established Hankook Jungsoo Industries Co., Ltd. – Power Generation and Water Treatment Facilities in Gori, Yeongkwang, Uljin, Singori Nuclear Power Plants – Nuclear Power Treatment and Pure Water Treatment Facilities in Banwol, Gumi, Seongnam, Busan, Suncheon, Gunsan,

Yeongwol Combined Thermoelectric Power Plants – Raw Water Pretreatment and Pure Water Treatment Facilities in Honam, Busan, Pyeongtaek, Jeju, Boryeong, Taean, Dangjin,

Samcheok, Hadong, Donghae, Yeongheung, Samcheonpo, Yeosu thermoelectric power plants – Seawater Electro-Hypo Chlorination System in Pyeongtaek, Tongyeong, Incheon, Gwangyang LNG Production Stations – Raw Water Pretreatment and Pure Water Treatment Facilities in Libya, Singapore, Iraq, Malaysia, China, Vietnam, Yemen, Oman,

Bahrain, Trinidad and Tobago

2005 ~ : Acquired “Alkaline Water Manufacture Method” Patent– Established Korea Alkaline Water which is a subsidiary company of HaJI– Oman DESALINATION WATER PACKAGE & DEMINERALIZED WATER PACKAGE– USA SEGS KRAMER JUNCTION GNERATION FACILITY – Demineralization Package for Marafiq IWPP, Saudi Arabia – Pure Water Facilities in Qatar, Bahrain – USA Mississippi, Maryland Alkaline Water Plant – Kuwait Sabiya Water/Waste Water Disposal Plant – Riyadh, KSA Water/Waste Water Disposal Plant – UAE Ruwais 4th NGL – KHNP(Korea Hydro & Nuclear Power) Facilities and Water Treatment Facilities

~2011 : Facilities in 12 Paces of KHNP and Water Treatment Facilities – UAE Water Treatment Facilities by KEPCO (Korea Electric Power Corporation)– Supplement of SK Construction Facilities – Facilities and Water Treatment in 19 Places except GS Construction’s Condensate Polishing Plant

Now

USA FDA Approval

Year 2009

USA Market

Year 2009

Domestic Market

Year 2009

Singapore Market

Year 2011

Future

– Launched in national cancer centers and university hospitals– Launched in postnatal care centersDomestic

– Launched in Japan market – Launched in China market – Launched in Philippines market– Launched in Indonesia market

Overseas

BUSINESS OVERVIEW | CONCEPT

BUSINESS OVERVIEW | CONSUMER MARKET ANALYSIS

[As of 2011]

1) Market Analysis

2) Consumer Recognition

Simple water to relieve your thirst

As industrial society develops, spring water is highlighted for convenience and clean water.

Past - Groundwater As of 2011 – Spring Water Future – Functional Water

20%Functional Water 10%

Others

60%Spring Water

30%Mixed Beverage

Domestic Water MarketAmount: About 450

billion won

Thanks to desire of healthy life, the concern and necessity of functional water is increased.

3) Consumer Analysis by Age

Alkaline Water

Diet and Exercise

Health Promotion

Health Maintenance

20~30 age

40~50 age 60~80 age

BUSINESS OVERVIEW | CONSUMER MARKET ANALYSIS

BRAND INTRODUCTION | 4P MIX ANALYSIS

Alkaline water using natural principle first throughout

the world

Price

–Department Store: 2,000 won–Convenient Store, Discount

Store: 1,800 won(1.56 $)

PRICEPRODUCT

PLACE PROMOTION

Diverse Distribution Channel

Human-oriented Communication Advertisement

1) Interworking of Modern Society and Alkaline Water

Alkaline Water

Created to neutrality of pH7.4

Human body is gradually acidified by pollution and acidic

food.

Keep human body to neutrality of pH7.4 by

drinking alkaline water.

Alkaline Neutral Acidic

BRAND INTRODUCTION | AWATER PRODUCTION BACKGORUND

2) One of the World's Three Miracles, Alkaline Water

BRAND INTRODUCTION | AWATER PRODUCTION BACKGROUND

FranceLourdes

Spring Water

MexicoTlacote

Spring Water

GermanyNordenauer

Spring Water

Catholic sacred place producing miracle water it is known that the Virgin Mary revealed as many as 18 times. The rumor which this water remedies various incurable diseases has spread all over the world. About 5~6 millions of pilgrims every year visit there.

Thanks to plentiful calcium and dissolved active hydrogen, this remedy capacity has been proved from year 1991. It has been sorted into medical mineral water and used for patent remedy.

The rumor, which a farmer drank this water was released from lumbago which he was suffered for years and also other persons drank this water became healthy, has spread all over the world. More than 8 million person every year visit there

3) Existing Alkaline Water Method

The best mineral alkaline water(Awater) is created by supplement of these defects.

Electrolytic(Ionized) Reduction Water1. Principle: Alkaline water created from ⊝

electrode of electrolytic cell 2. Unique structure among water molecules is

destroyed by electrolysis.3. Bad absorption into human body 4. Possibility of filter contamination

Underground (Alkali) Rock Water1. Principle : Water created underground 2. pH: 7.5 ~ 8.53. Microbe exists because of unpurified water.

BRAND INTRODUCTION | AWATER PRODUCTION BACKGORUND

BRAND INTRODUCTION | PRODUCT

Awater Introduction

◆ Capacity : 500 ㎖

◆ Size : 60 ㎜ ×60 ㎜ ×210 ㎜

◆ pH : 9.1~9.9

◆ Shelf Life : 2 years from the date of manufacture

◆ Bar Code No. : 8809028460023

◆ Unit : 1 Box = 20 Bottles 1 Palette = 66 Boxes

1) Logo

The brand is designed that A 水 (Awater) can be pronounced to Eisu and two words of 'A' and ' 水 ' are visible as one symbol.

2) BOTTLE

Based on the ideas of which pure water has a regular hexagon shape, the bottom is shaped to a regular hexagon.

'A' for Awater is expressed by italic type to symbolize power and energy delivered to human bodies by Awater.

Side line is luxuriously designed with a flow of flexible curve.


3) ConceptNatural Principle

Health

Patented Technology

Natural principle full of natural life energy

Research and development for systematic technology and know-how which can effectively approach to customers' health based on craftsmanship

Production of goods based on patented technology as well as perfect quality control and trust

4) Manufacture Process

Mineral Alkaline Water Manufacture Process

Physically treat natural mineral material mined underground

Convert mineral material into porous

ionic centrifuges

Convert mineral material into porous

ionic centrifuges

Pass it through AKR(alkaline water

reactor) full of hundreds of thousand of ionic centrifuges

Create alkaline water

eisuNewly Born

WaterPremium Mineral Alkaline

Water


5) Properties1. Clean water without pollutants

To remove all pollutants which may be contained into raw water, remove suspended solids using ultra filtration membrane(UF). Remove other all minerals and heavy metals using reverse osmotic membrane(RO). Use membrane deionization system(MDI) to remove small amount of ion which has not been removed by RO, and pure water will be created.

2. Plentiful MineralsThere are dozens of minerals including calcium(Ca), phosphorus(P), potassium(K), sodium(Na), chlorine(Cl), magnesium(Mg), iron(Fe), iodine(I), copper(Cu), cobalt(Co), manganese(Mn) which are components of human body. Awater contains plenty of minerals helpful for human body such as calcium, potassium, magnesium among them.

3. pH 9.1~9.9 alkaline water helpful for human bodyFor today's people who live in the era being flooded with food and environmental factors acidifying human bodies, Awater is not optional but essential. Awater contains a proper quantity of minerals based on soft minerals. Therefore, it is alkaline water whoever can drink regardless of age and sex.

Awater Spring Water Tap Water Reverse Osmosis(RO) Filter Acidic Ionized Water


5) Properties4. Strong reducing power with good active oxygen removal

capacityTo recover the status acidified by acidic food and environmental

pollution to the original status. Awater has Redox potential more than 3~6 times compared to common water and so it has excellent active oxygen removal capacity. Measure reducing power by analyzing the numerical value of active hydrogen which can give electron to active oxygen. High numerical value means strong oxidizing power, while low numerical value means strop reducing power. The stronger reducing power is, the higher active oxygen removal capacity increases. Make layers containing plenty of alkaline minerals, pass water through the layers, and desired alkaline water will be created.

5. Water of which cluster(molecule) is smallWater is generally composed of 13~15 clusters (molecules). The smaller these clusters are, the greater their movement increases. The original function of water increases as well accordingly. Based on MR(magnetic resonance) analysis result, Awater consists of small clusters whose frequency is 65.25 ㎐ (128.93 ㎐ for tap water by comparative analysis). Make layers containing plenty of alkaline minerals, pass water through the layers, and desired alkaline water will be created

Comparison of Water Particle(Cluster) Size

Small Water

Small WaterSmall

Water Small Water

Small Water

Small Water

Small Water

Cell MembraneAwater Waterme

lonLong-lived

Village Medicine

Spring Water

Ground Water

Distilled Water

Tap Water Milk

Attack from germ and virus

Removal of active oxygen by

resistance of human bodies

By drinking Awater, active oxygen must be removed from human bodies.

GermLack of Sleep Virus

Medicine Active Oxygen

Active Oxygen Active

Oxygen

Active Oxygen

Active Oxygen

Active Oxygen

Active Oxygen

Human Body


6) Alkaline Water Effects

DietCarbohydrate(Rice, Bread, etc) → Lactic Acid Decompose Glucose Decompose Fructose

It is said that obesity is caused by lactic acid accumulated between cells. Alkaline water functions to neutralize and remove the lactic acid.

Diabetes Carbohydrate(Rice, Bread, etc) → Lactic Acid Decompose Glucose Decompose Fructose

It is also said that when alkaline area between cells is formed, Ca++(calcium ion) is attached to cell surface and functions an insulin supply injector.


Cell Cell

Cell

Cell Cell

Cell


Heart DiseaseThe heart is surrounded with a lot of small veins. As blood flows into these veins, each small vein vibrates one by one and then several small veins vibrate simultaneusly and cause resonance. As a result, the heart pulses continuously. At this time, main factor causing vibration in the blood is deemed to be infinitesimal Mg++. Alkaline water contains infinitesimal Mg++, which is deemed to supplement factors causing bad influence on the heath like irregular pulse.

Removal of Active OxygenActive oxygen is oxygen with strong oxidizing power. While noxious substances and oxygen absorbed in the body during stress and breathing are used for oxidation, active oxygen is created through various metabolism processes and attacks living tissues and damages cells. Also, it damages DNA and results in various diseases such as cancel, arteriosclerosis, apoplexy. Active hydrogen being contained in alkaline water removes active oxygen in human bodies by strong reducing power.



Atopic DermatitisDr. Niwa Yukie in Japan revealed that active oxygen is a cause of atopic dermatitis. It is a recent opinion that when active oxygen is excessive, lipid peroxide is much created and a bad effect of lipid peroxide formed by active oxygen is large.When this increases in human bodies, it damages keratin layer and deteriorates skin moisture function and is likely to easily cause various troubles like dermatitis. If alkaline water removing active oxygen is continuously drunk, it removes residual active oxygen and is helpful for health.

OsteoporosisWhen blood is acidified, calcium is extracted from bone or tooth to keep pH in blood high and becomes ion and wanders into blood. Then, bone and teeth is weakened, which becomes a cause of osteoporosis.If alkaline water is drunk for a long time, urolith or calculus is dissolved. Also, even though calcium is not separately taken, minerals such as calcium and magnesium surrounded with solid substances formed to prevent acidification of blood are dissolved and as a result, it is helpful for osteoporosis.


Supplied for Golf Course (about 10 places) / other 100 companies

Shinsegae Department Store, Lotte Department Store, Hyunai Department Store, AK Plaza, Galleria Department Store, Seoul Asan Hospital, Kyungpook University Hospital, Sam Hospital, KPGA, Resom Resort, E-Mart, Lotte Mart, Seoul University Hospital, Haeundae Hotel, 7-Eleven, Buy the Way, GS25, Family Mart, Cancer Center

BRAND INTRODUCTION | PRACE DISTRIBUTION CHANNEL

Communication

Communication FormationFocusing on natural promotion by communication formation rather than direct advertizing

YTN TV CF

– Broadcasting every year– CF preparation based on

image concept – Expanding consumer layers

by highlighting YTN advantages broadcasted home and overseas

PPL / Star Marketing

– Induce indirect advertizing effect through characters appearing to entertainment programs

– Marketing in relation to transmitting orally by TV stars

Journal/Magazine Advertizing

– Communication formation between generations through newspaper companies, child care, fashion, magazine advertising

1. Promotion

BRAND INTRODUCTION | PROMOTION

YTN TV CF

Story : B-boys experience failure in spite of continuous practice. However, after drinking Awater, they recover vitality.


PPL/ Star Marketing

[Jang Dong-Geon, Go So-Yeong] Awater Drinking

Awater Drinking of KBS TV Program [Cheonhamujeok Baseball Team]

Awater Drinking of MBC TV Program [Three Wheels]

A couple of Jang Dong-Geon and Go So-Yeong (famous TV stars) is known to pay special attention to health care by drinking Awater manufactured by Korea Alkaline Water, which is the brand of portable water good for skin and diet.


Seoul Economy – 10/29: Selection of Korea Superior Companies

Korea Economy– 09/10: Morning Paper 2nd page (Full-page Color Advertizing)– 09/11: Evening Paper 4th page (Full-page Color Advertizing)

Kyunghang Shinmun– 12/18: Selection of Kyunghang Hit Goods– 01/07: This Paper 1st page (Five Steps Color Advertizing)– 01/22: This Paper 3rd page (Five Steps Color Advertizing

Money Today– 10/13: This Paper (Full-page Color Advertizing)– 10/15: This Paper (Full-page Color Advertizing)– 11/30: This Paper (Full-page Color Advertizing)

Free Newspapers: Metro, Focus, AM7, City Plaza, Biz Life, etc.

JungAng Ilbo – 09/08: Section 1st page (Five Steps Color Advertizing) – 09/09: Economy 4th page (Five Steps Color Advertizing)– 09/09: Business Opening (News Posting / Brief Message)– 10/12: Health & Life 1st page (Five Steps Color Advertizing)– 11/02: Health & Life 2nd page (Five Steps Color Advertizing) – 11/03: Business Opening 1st page (Five Steps Color Advertizing)

Chosun Ilbo– 03/18: (Five Steps Color Advertizing) – 09/11: Economy 7th page (Five Steps Color Advertizing)

DongA Ilgo – 03/19 (Five Steps Color Advertizing)

Newspaper Advertizing / Announcement

PRODUCT INTRODUCTION | PROMOTION

– Woman Joongang: October / November / December

– Woman Chosun: October / November / December

– Baby: December

– Queen : March

Magazine Advertizing / Announcement

– Hankung.com (Korea Economy) : Life/Culture on September 14

– Joins (JungAng Ilbo) : Economy on September 15

– Money Today: Economy on October 13

PRODUCT INTRODUCTION | PROMOTION

Patent No. Title Remarks

145462 MDI Module 1998

0229584

Manufacturing method and system of acidic water and alkaline water using heterogeneous ion exchange membrane and ion exchange resin

1999

0258722Purified water & sterilized water manufacturing system 2000

0311911Purified water & sterilized water manufacturing system 2001

0356235 Cylindrical MDI Module 2002

0340528Device for fixing and cleaning the filter module of hollow fiber membrane filter

2004,Utility Model

0547592How to manufacture heterogeneous ion exchange membrane 2006

0405678Device to protect the filter module of hollow fiber membrane filter

2006,Utility Model

0769051 Cylindrical MDI Module 2007

10-2009-0036955 How to manufacture Alkaline Water

2009 Utility Model

R&D CENTER | INTRODUCTION

– Company Name: Hankook Jungsoo Industries Co., Ltd.

– Representative Director : Kyu-Chul Lee

– Date of Establishment : February 12, 1959

– R&D Center: #1281-2, Jeongwang-dong, Siheung-si, Gyeonggi-do, Korea

– Website : www.haji.co.kr

Tap Water : 128.93HzTap Water : 128.93Hz Awater : 65.25HzAwater : 65.25Hz

Water with small cluster has strong penetrability and can be softly swallowed without stomach pain. It has low boiling point and is good for health

Water with small cluster has strong penetrability and can be softly swallowed without stomach pain. It has low boiling point and is good for health

Experiment Using NMR(Nuclear Magnetic Resonance) System

Awater is pH9.1~9.9 of weak alkaline water which prevents human bodies from acidifying.Awater is pH9.1~9.9 of weak alkaline water which prevents human bodies from acidifying.

R&D CENTER | EXPERIMENT

Onion growth experiment result shows that its growth potential was improved without rot in spite of the lapse of 16 days.

Onion growth experiment result shows that its growth potential was improved without rot in spite of the lapse of 16 days.

Awater Tap Water

Awater Tap Water

Awater contains plenty of hydrogen ions essential to remove active oxygen..

Awater contains plenty of hydrogen ions essential to remove active oxygen..

R&D CENTER | EXPERIMENT

Chemical test is quarterly performed by the national authorized test institution.

Whenever Awater is produced at HaJI R&D Center, chemical test is performed.

R&D CENTER | CHEMICAL TEST

FACTORY | INTRUDCITON

Clean Raw Water Control

Awater R&D Center performs regular water analysis ev-eryday based on the water analysis data for 46 items re-quired by the domestic law (Enforcement Ordinance of Groundwater Law).

Yeoju Factory locating in the recesses of a mountain in which clear water of Namhan River flows

Thanks to not many high mountains, sweet sunshine is pouring all day. Large diurnal range compared to other ar-eas guarantees the best water quality.

Factory Facility Flow Chart for All Production Process, Automation Clean Production System Construction

FACTORY | INTRUDCITON

FACTORY | DOCUMENT

FDA Inspection CertificatePatent Certificate – Alkaline Water Manufacture Method

FACTORY | DOCUMENT

Business Registration Certificate Factory Registration Certificate

Business Declaration Certificate Product Liability Insurance

FACTORY | DOCUMENT

Won a Korean Strong Company Award Selection of Hit Products

Thank You.

[Address]

• Main Office : #400, Moknae-dong, Danwon-gu, Ansan-si, Gyeonggi-do, Korea

• Factory : : #67-5, Gangcheon-ri, Gancheon-myeon, Yeoju-gun, Gyeonggi-do, Korea

• R&D Center : 303, 3-Da, 1281-2, Joengwang-dong, Siheung-si, Gyeonggi-do, Korea

www.eisu.co.kr