ESCUELA DE POSGRADO DE LA

UNIVERSIDAD NACIONAL DE PIURA

DOCTORADO EN INGENIERÍA INDUSTRIAL

Trabajo Monográfico: Desarrollo Sostenible en el Perú.

Integrantes: Adolfo Alejandro Vallejo Huamán

Judith Jiménez Vilcherrez

Lenin Quiñones Huatangari

Pedro Timana Jaramillo

Piura – Perú

2018

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 ÍNDICE

1.- Introducción 3

2.- Concepto Desarrollo Sostenible 4

3.- Antecedentes 5

4.- Acuerdo Nacional Desarrollo Sostenible 6

5.- Waste Water Management: Identifying Sustainable Processes 7

5.1.- How much water is there on earth? How much of that can be used 8

as drinking water?

5.2.- Why is the supply of fresh water diminishing if the water is constantly 8

cycling on earth?

5.3.- Explain the link between climate change and loss of fresh water 9

5.4.- Describe the freshwater situation in your country 12

5.5.- Why do you think it appears to be so difficult to provide clean water and 12

sanitation in developing countries? How would you solve this problem?

5.6.- In many countries, consumption of bottled water is higher than tap water 13

Used for drinking and people often pay much more for bottled water than

for tap water. For example, in USA, people spend from 240 to over 10.000

times more per litre for bottled water than they typically do for tap water.

And yet, a study in the United States found that bottled water is not

necessarily safer than the tap water as it contains chemicals and bacterial

contamination (NRDC, 1999). What is the situation in your country with

respect to consumption of bottled versus tap water?

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6.- Conclusiones 16

7.- Opinión del grupo 17

8.- Anexos 18

8.1.- Galería fotográfica 18

8.2.- Línea del tiempo del Desarrollo Sostenible 19

9.- Referencia Bibliográfica 20

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 1.- INTRODUCCIÓN

El claro conocimiento de Desarrollo Sostenible, actualmente es tan importante, como

cualquier otro elemento que es empleado en nuestra vida. Así como en los últimos años el
término “Ecológico” pareciera que está de moda no sólo en el Perú, sino en el mundo entero,
pero principalmente en la política de todo el mundo. Pero lastimosamente no se le da la
importancia del caso a ello, al contrario, cada vez se habla más que el medio ambiente se va
deteriorando, esto se hace patente y más cercano a los intereses sociales e intereses
particulares, afectando a nosotros como seres humanos elementales para la supervivencia.

Alrededor del mundo cada vez son más las empresas que se comprometen a cuidar, a respetar
los principios de la ética, a contribuir al desarrollo económico y a mejorar la calidad de vida
de sus trabajadores y de sus familias, como de las comunidades y la sociedad. Es por ello que
se ha creado programas de desarrollo sostenible que cubran las requerimientos
conservacionistas del medio ambiente, así como el ámbito cultural, social y político, todo
esto encaminado a que cada día las personas hagan conciencia de la situación que se está
viviendo y protejan más su medio de vida, ya que como se señala en el informe de Brundtland
se busca tener un desarrollo sostenible siempre y cuando se cubran las necesidades del
presente sin comprometer las del futuro.

El objetivo del presente trabajo monográfico es entender y conocer los conceptos y alcances
del Desarrollo Sostenible en el Perú, así como señalar las características y consecuencias de
tan importante planteamiento de preservar los recursos naturales para las generaciones
futuras, así como analizar la “Gestión de aguas residuales: identificando procesos
sostenibles”. Para lo cual se desarrolló en nuestro tema consultas bibliográficas sobre cada
uno de los ítem en mención, además en cada uno de los párrafos se señala los principales
problemas y recomendaciones que se señala en cada gestión.

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2.- CONCEPT SUSTAINABLE DEVELOPMENT

It can be called sustainable development, that development that is capable of satisfying

current needs without compromising the resources and possibilities of future
generations. Instinctively, a sustainable activity is one that can be conserved. For
example, cutting trees in a forest to ensure repopulation is a sustainable activity. On the
other hand, consuming oil is not sustainable with current knowledge, since no system is
known to create oil from biomass. Today, we must be aware that a large part of human
activities are not sustainable in the medium and long term, as it is being proposed today.

Characteristics of a sustainable development.

The characteristics that a development must meet so that we can consider it sustainable
are:

• Promotes regional self-sufficiency.

• Recognizes the importance of nature for human well-being.
• Ensures that economic activity improves the quality of life of all, not just a few select.
• Use resources efficiently.
• Promote maximium reciclying and reuse.
• Look for a way for economic activity to maintain or improve the environmental system.
• Put your trust in the development and implementation of clean technologies.
• Restores damaged ecosystems.

In the current years, the word "sustainable development" has taken a big note in the
political, economic and social language at the global level. In simple words, sustainable
development refers to a prototype of development that uses the resources available in
the present, without compromising its existence in the future.
Global population growth has grown exponentially and its pace does not seem to stop,
especially in developing countries. In the same way, the consumption standards of these
populations increase, demanding an increasing number of goods that ultimately come
from natural resources.

This pressure on natural resources adds to the impact that agricultural and industrial
processes have on the environment. In many cases, poor practices in the processes
generate a deterioration of vital resources such as water, forests and land, which are
renewed at a slower rate than they are exploited. All this has an impact on the human
being and the measures must be taken to face it in the best possible way. This is where
the concept of sustainable development must move from theory to practice.
However, as this is a drawback of global magnitude, it can not be tackled individually by
the countries, the public policies that are implemented must be coordinated
multilaterally, in this sense, it is significant that an international leadership of some
country or region is generated.

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The importance of sustainable development lies in the fact that it consists of ensuring
the improvement of the quality of life in all human activity, using for this only the
necessary of natural resources.

3.- ANTECEDENT

Sustainable Local Development ( Milagros Morales Pérez, 2006). This article tells us
that the main environmental, economic and social trends, expression of the world
situation in the new century, show that the survival needs of a considerable part of
the world's population have not been met, the deterioration of the environment it has
reached such a point that many phenomena have an irreversible character, and social
problems, far from being solved, have become more acute. As a solution to these
problems, Agenda 21 was approved in 1992 at the Rio de Janeiro Conference. From
then on, significant progress has been made in sustainable local development and
there are numerous localities that have joined the path of this conception of
development. However, the integral approach of this process is still insufficient, which
demonstrates the insufficiencies in the theoretical treatment of the topic and, of
course, this limits the social practice.

Water quality and sustainable development (Jorge Alberto Villena Chávez, 2018). This
article tells us that water quality is an ecological value essential for health and for
economic growth. In Peru, due to its mineralogical nature due to the presence of the
Andes mountain system and its economy dependent on extractive mineral activity,
conditions are generated for the dispersion of chemical pollutants, especially metals,
which even reach drinking water, determining a generalized exposure of the population
to a chronic risk that is already becoming unmanageable. The contamination of the
basins exposes people, cadmium in the northern part of Peru, lead in the plant and
arsenic in the south. The physicochemical treatment is increasingly expensive for
drinking water companies. In this context, socio-environmental conflicts have in the
presence of heavy metals in blood sufficient evidence to generate adverse climates for
the economy and delayed investments, resulting in a vicious circle difficult to solve. The
analysis of the two causes: mineralogical nature and mining extraction, must be
deepened to achieve an adequate solution that prioritizes the health of the people, but
that in turn also, promotes investments for economic growth. The objective of this review
is to motivate the approach of the problem by the Health Authorities and the
development of risk communication strategies so that the problem is faced in a cost-
effective way with health education, while at the same time progress is being made. in
the development of more eco-efficient mining technologies.

Generation of sustaintable development syntethic indicator – Peru (Edwar Ilasaca

Cahuata, 2018) . This article tells us that it is proposed in this research Synthetic
Indicators generation on Sustainable Development Peru - 2015,

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through Factorial Analysis application - Main components method in order to
reduce the dimensionality from a set of sustainable development indicators to a
set of compound Independent factors. The research design was strategic
quantitative, non - experimental, cross – sectional, correlational, and the data
collection technique was from secondary and documentary sources, using INEI
- Peru National Decision - Making System and the National System database Of
Peruvian Environmental Information - in order to obtain the eight indicators
considered in this study. Data processing and analysis were performed using
SPSS v. 23 and EXCEL which allowed obtaining the correlation matrix, main
components, rotated main components, and the weight index for each of the
indicators and determination of the indicators of sustainable development of
each region. Two main factors or components were obtained to explain 74.343%
of the data variability, the first factor grouped four indicators to which we
denominate socioeconomic factor and explains the 38.278%. The second
grouped the remaining four which we denominate Socio-environmental and
explains the 36.065%. Finally, we generate the Synthetic Indicators of
Sustainable Development for each of the regions for validation and we compare
them with the Regional Competitiveness Index.

4.- ACUERDO NACIONAL DESARROLLO SOSTENIBLE

5.- WASTE WATER MANAGEMENT: IDENTIFYING SUSTAINABLE

PROCESSES

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5.1.- How much water is there on earth? How much of that can be used as drinking
water?

The Earth is a watery place. But just how much water exists on, in, and above our
planet? About 71 percent of the Earth's surface is water-covered, and the oceans hold
about 96.5 percent of all Earth's water. Water also exists in the air as water vapor, in
rivers and lakes, in icecaps and glaciers, in the ground as soil moisture and in aquifers.
Water is never sitting still. Thanks to the water cycle, our planet's water supply is
constantly moving from one place to another and from one form to another. Things would
get pretty stale without the water cycle!

5.2.- Why is the supply of fresh water diminishing if the water is constantly cycling
on earth?

While there will always be plenty of water in the world, the amount of usable freshwater
that is easily accessible is rapidly shrinking due to a few key factors.

Increased Food Requirements of a Growing Population

About 70% of the world’s freshwater consumption is for agriculture and food demand is
rising. The global population is increasing and becoming richer, which will significantly

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increase global food demand in the coming decades. By 2030, the global middle class
is estimated to grow from 2 billion today to 4.9 billion and this will significantly increase
the water required for food production. As people move from low income to middle
class, demand increases for meat products which have higher water requirements than
crops.

Increased Energy Requirements by a Growing Population

Energy production is the second largest consumer of water resources globally after
agriculture. In 2010, thermoelectric power plants in the United States withdrew as much
freshwater as farms (38% of the total freshwater withdrawals). The International Energy
Agency projects that at current rates, freshwater used for water production will
double over the next 25 years. At the current pace, there will not be enough freshwater
available to meet global energy needs by 2040.

Increased Frequency of Droughts

The world’s changing climate has been linked to an increased incidence of droughts that
can greatly diminish freshwater supplies in a region. The historic drought in California
has depleted the Sacramento and San Joaquin river basins by an estimated 11 trillion
gallons below normal seasonal levels. According to modeling by NASA, there is a high
likelihood of megadroughts in the 21st century which span multiple decades.

Groundwater is Being Pumped at Unsustainable Rates

In numerous parts of the world, people are pumping out groundwater much faster than
it is being replenished naturally. The Ogallala Aquifer is the largest underground water
source in the United States and for decades it has been pumped at rates thousands of
times greater than it is being restored. A Kansas State University study predicts
that 69% of the Ogallala Aquifer will be drained in the next five decades at current rates.

Inadequate Water Infrastructure

Leaky pipes lose huge amounts of water on the way to homes in both modern and
developing countries. It is estimated that in the United States 2.1 trillion gallons of
treated water is lost each year from leaks. In Mexico city, aging pipes are losing 1,000
liters of water per second. Additionally, the lack of adequate water treatment is resulting
in widespread pollution of freshwater resources. A UN and Pacific Institute report
estimates that 2 billion tons of human, animal, and industrial waste are dumped
untreated into freshwater bodies each year

5.3.- Explain the link between climate change and loss of fresh water

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Climate scientists have been saying all along that one of the primary effects of climate
change is the disruption of the water cycle. Since so much of everyday life and
planning is determined by hydrological systems, it is important to understand the
impact that climate change is having (and will have) on drinking water supplies,
sanitation, food and energy production.

Climate Change and Water are Closely Linked

The relationship between water, energy, agriculture and climate is as important as it is

complex. Climate change has the potential to tip out of balance the relatively stable
climate in which civilization has been built and jeopardize the security of water, food and
energy systems. Over time, the effects of global warming due to the human-generated
buildup of greenhouse gases (GHGs) in the atmosphere have become more evident. In
2017, major GHGs, like carbon dioxide, methane and nitrous oxide hit record levels. The
year’s carbon dioxide concentration reached a global average of 405 parts per million,
which was the highest ever recorded, matched only by ice core data stretching back
800,000 years.

The top 20 warmest years on record have come since 1995. The year 2017, according
to the NOAA State of the Climate in 2017 report, was the third hottest year since the
mid-1800s, and the hottest year ever without El Niño warming the world’s waters. As the
earth’s average temperature continues to rise, we can expect a significant impact on
water resources with the potential for devastating effects on these resources.

Water, the Climate Shark

One of the sharpest observations on water and climate came from the 2009 launch of
the CDP Water Disclosure Project, which was aimed at global businesses, when the
project’s CEO, Paul Dickinson, stated that,

“Much of the impact of climate change will be felt through changing patterns of water
availability, with shrinking glaciers and changing patterns of precipitation increasing the
likelihood of drought and flood. If climate change is the shark, then water is its teeth and
it is an issue on which businesses need far greater levels of awareness and
understanding.”

What’s true for business addressing climate change and its water impacts is just as true
for all segments of society; from government agencies to water utilities to farmers to
residential water users, every sector must prepare for climate risk, especially as it relates
to water.

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In one influential academic paper, scientists proposed that “stationarity is dead,” which
means that over time the expectation of a relatively stable climate and narrow range of
precipitation patterns are no longer assured. This is a major paradigm shift because
previous assumptions on which decisions were made for long-term activities like building
dams and reservoirs and even short-term decisions like selecting crops to grow in a
given region, might now be too unreliable for predictable planning.

Below are some of the chief water-related challenges that climate change will force
people to contend with in the United States and around the world.

Precipitation Pattern Shifts: Drought and Deluge

Climate change disrupts the water cycle and precipitation. According to scientists from
the Intergovernmental Panel on Climate Change (IPCC), there is increasing probability
for more intense droughts and precipitation events. With higher average temperatures
and warmer air that can hold more water, a pattern might emerge of lengthy dry spells
interspersed with brief but heavy precipitation and possible flooding. The back-and-forth
between precipitation extremes is sometimes described as “drought and deluge” or more
recently, “precipitation whiplash.”

CLIMATE CHANGE AND DROUGHTS

Droughts, intense rains and floods occur naturally and involve many factors, including
geography, but climate change can exacerbate these events. For instance, rising
temperatures lead to increased evaporation rates and plant transpiration, which results
in water loss in soil and plants. For example, a Stanford study showed that when higher
temperatures coincided with minimal precipitation during the California drought of 2011
to 2017, drought conditions worsened. This drought is now considered one of the more
exceptionally dry and extreme in the state’s history.

North America is just a few years removed from the 2012-2013 drought that impacted
much of the continent, which turned out to be one of the most severe, multi-state
droughts in decades.

CLIMATE CHANGE AND EXTREME PRECIPITATION

Recent research has tied certain extreme precipitation events to the fingerprints of
climate change. Several studies concluded that climate change created conditions that
made torrential rainfall more likely, leading to several recent devastating flooding events,
for example, Hurricane Florence in North Carolina in 2018 and Hurricane Harvey over
southeastern Texas in 2017. Research suggests that climate change could have
boosted the odds of the downpours in 2016 in Baton Rouge.

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Water-related extreme weather events have huge costs in terms of loss of life, wrecked
infrastructure and economic damage. Since tracking began in 1980, of the top four
most economically costly US weather and climate disasters, three are water-related:

1. tropical cyclones (hurricanes) at $870.2 billion;

2. droughts at $241 billion;
3. severe storms at $219 billion; and
4. inland flooding at $123 billion.

Water Tower Drawdown: Melting Glaciers and Snow Drought

Sometimes called natural “water towers,” mountains are critical headwaters to

numerous rivers and other freshwater sources. In all, mountain meltwater and runoff
provide more than 50 percent of the world’s freshwater. Yet as global temperatures
elevate, mountain glaciers and snowpack are melting at an unprecedented rate. Many
mountain glaciers are in retreat, and some in locations like Glacier National Park, are in
danger of disappearing within the 21st century. If glaciers melt away, they can’t be
restored. Thus, areas that previously depended on glaciers for freshwater will then have
to seek other sources.

Further complicating mountain water storage capability is the greater likelihood that
warmer temperatures make precipitation fall as rain rather than snow, sometimes called
“snow drought.” Although more rain than snow may seem like a plus, it could mean
reduced water availability. When snow and ice collect on mountaintops, the snowmelt
releases water slowly – to streams, rivers and reservoirs – throughout the spring and
summer. On the other hand, when rain falls on mountaintops, especially during the
winter, water runs off and quickly fills reservoirs to capacity, which can result in excess
water runoff that can’t be stored. Because rain flows faster than melting snow, levels of
soil moisture and groundwater recharge may be reduced. Areas that rely on meltwater
as their primary freshwater source could increasingly experience water shortages,
especially towards the end of summer, and will have to seek other sources.

Another consideration is that treating and moving public water supplies (sometimes vast
distances) requires large amounts of energy which is produced mainly by burning fossil
fuels like coal, natural gas and oil. That energy production, in turn, requires massive
amounts of water, thereby creating a loop of water use and greenhouse gas emissions
that further contribute to climate change.

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Greenhouse Gas Emissions

Overall, greenhouse gas emissions must be decreased to prevent climate change and
protect threatened water sources. Addressing big sources of GHG emissions is the
place to start, which means how and where energy is used is critical. In total, the energy
sector emits the vast majority of greenhouse gases – at 72 percent – in the form of
electricity generation, transportation, manufacturing and so forth. When it comes to
emissions related to food, meat and dairy have both a big climate footprint and water
footprint. Worldwide, meat production generates 14.5 percent of total greenhouse gas
emissions.

Climate Change and Algal Blooms

Numerous other relationships between climate change and water exist. For instance,
climate change has warmed up water bodies and caused harmful algal blooms to
become greater problem in rivers, lakes and oceans in the US and around the world.
These naturally occurring algal blooms are supercharged by nutrient pollution –
worsened by drought and deluge cycles – and warmer waters. Excessive amounts of
nutrients act as fuel for toxic algal blooms that arrive there as heavy precipitation washes
more nutrients into waters. These blooms, like blue-green algae, can damage aquatic
life and can produce toxins that are dangerous for humans and other animals to touch
or drink. Florida in 2018 has experienced terrible harmful algal blooms both in freshwater
(blue-green algae) and in marine waters off the coast (red tide), which has cost the state
economically. These events can hurt the economy and human health by polluting
drinking water, hampering tourism and shutting down fisheries and shellfish harvesting.

5.4.- Describe the freshwater situation in your country

Water is increasingly becoming a scarce resource due to different factors such as

deforestation, the misuse of water and global warming. It is expected that in 2030 Peru
will begin to feel seriously the ravages of lack of water.
Servindi, March 22, 2013.- Water is an essential element for life. Without this no way of
life is possible. The Earth's surface is covered with water by 70 percent, just like our
body. Trees and animals also need water for their existence and without the liquid
element they could not live.
In the world 97.5 percent of water is salty while only 2.5 percent is sweet and only 1
percent is consumable. Much of the fresh water is frozen in the glaciers and another
little appears as moisture in the soil or remains in underground aquifers.
It is estimated that some 1.1 billion people in the world lack sufficient drinking water and
that 2.4 billion more do not have access to sanitation. (one)
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It is estimated that by 2050 at least one in four people will live in a country affected by
chronic or recurrent shortages of fresh water, shortages due to poor use, water
degradation due to pollution or overexposure of water. underground aquifers.
Faced with this situation, the General Assembly of the United Nations determined on
March 22 of each year as the World Water Day. Let's see what the water situation in
Peru is like.

Water in Peru
The United Nations Food and Agriculture Organization (FAO) places Peru at the world
level in 17th place, in relation to the amount of water available per person and the World
Bank in 14th position in access to water. level of Latin America.
According to data from the Ministry of the Environment, Peru has 106 hydrographic
basins through which 2 046 287 million cubic meters per year (MMC) drain. Likewise, it
has 12,200 lagoons in the mountains and more than 1,007 rivers. (two)
However, due to the action of nature, the distribution of water resources is very unequal.
On the Amazon side, 26 percent of the population resides and has 97.7 percent of water,
while 70 percent of the population resides on the Pacific slope and only 1.8 percent of
water. It is on the coast where the agro-export activity is concentrated with high water
requirements.
On the slope of Titicaca lies 4 percent of the population and has 0.5 percent water.
The Yearbook of Environmental Statistics 2012, of the National Institute of Statistics and
Informatics (INEI) indicates the use of water distributed in productive sectors and the
user population. (3)
Thus, the agricultural sector is the one that concentrates 86.8 percent of the use of water
at the national level, followed by population use at 11.2 percent, the use of water for
mining is at 1.4% and for the industry at 0.6 percent.

sewage water
Regarding wastewater, Lima releases 66 percent of the national annual volume of
wastewater without treatment
According to the National Superintendence of Sanitation Services at a national level,
only 32.7 percent of the wastewater receives treatment.
In 2011, eight departments did not carry out wastewater treatment: Amazonas,
Apurímac, Huancavelica, Huánuco, Loreto, Madre de Dios, Pasco, and Ucayali.

Water supply
In 2011, 76.2 percent of households were supplied with water for human consumption
from the system of connection to the public network and pylon for public use. However,
there is still a 23.8 percent of households that consume water from tankers, wells, river
water or other modality.

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According to the area of residence and natural region, the households of Metropolitan
Lima (93.2%), the urban area (90.3%) and the coast (89.4%) have the greatest access
to water coming from the public network.
On the other hand, households in rural areas (38.6%) and in the jungle (55%) have the
lowest percentages of access to water from public networks.

Shortage and waste

Despite Peru's rich water, water is increasingly becoming a scarce resource, due to
different factors such as deforestation, water misuse and global warming. It is expected
that in 2030 Peru will begin to feel seriously the ravages of lack of water
Meanwhile, cities continue to grow, agriculture is boosted by Agro-export Projects, and
industrial expansion, foreseen in free trade agreements, indicates a growing demand for
water.
On the other hand Sedapal reported that in Lima 720 thousand people lack drinking
water in their homes and yet few are aware of the waste that is made of this resource. (5)
Every day a Limaian spends or consumes 251 liters of water, exactly twice as much as
a French or a Swiss uses in the same period.

Water and climate change

Climate change has caused an increase in temperature that has a great impact on the
supply of drinking water, especially in the coastal region of Peru. Clear example of this
is what happens in the snowy Pastoruri.
The country has 77 percent of the world's tropical glaciers, whose waters mostly cross
the coastal strip for the benefit of agriculture and the population that sits in that region.
86 percent of the fresh water in the country is consumed by agriculture and livestock. Of
the 53 rivers on the coast, 16 are already contaminated by mining tailings and population
dumps.
One of the rivers that will be most affected by the global warming of the Earth will be the
Mantaro, which derives from the snowy Huaytapallana and from the Junín Lagoon,
where the glacier originates. (4)
The importance of this river is that its waters feed the Mantaro Hydroelectric Power
Plant, which represents approximately 40 percent of the country's energy.
The decrease of the liquid element in the Mantaro would be devastating for Peru, but
above all for 70 percent of the national industry concentrated in Lima.
Data
Water in the world Figures

In the oceans and seas 1 370 000 000 km3

In the earth's crust 60,000,000 km3

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 In the glaciers and perpetual 29 170 000 km3
snow

In the lakes 750,000 km3

In soil moisture 65,000 km3

In the atmospheric vapor 14,000 km3

In the rivers 1,000 km3

5.5.- Why do you think it appears to be so difficult to provide clean water and
sanitation in developing countries? How would you solve this problem?

5.6.- In many countries, consumption of bottled water is higher than tap water used for
drinking and people often pay much more for bottled water than for tap water. For
example, in USA, people spend from 240 to over 10.000 times more per litre for bottled
water than they typically do for tap water. And yet, a study in the United States found
that bottled water is not necessarily safer than the tap water as it contains chemicals
and bacterial contamination (NRDC, 1999). What is the situation in your country with
respect to consumption of bottled versus tap water?

Summer is coming and many of the people who used to drink soda, take a turn, going
to drink only water . Be at home, at work, on the street, on the beach and even in a
nightclub, this has become, without a doubt, a product-fetish, having a bottle of water
shows health, being in shape and depending on the brand, a high social status.
It is therefore no surprise that during the spring and summer season (the last one is
already over our heads), the annual per capita consumption of bottled water registers
about 12 liters . A very low amount if we compare it with other countries in the region
such as Colombia (15.5 liters) or Brazil (25 liters), and if we contrast it with Mexico,
where each person consumes around 150 liters a year, let's say there is a market in
power.

Nobody discusses it, this is a rising category, registering a remarkable

development. Only in the last five years, the annual growth has registered 20% , in terms
of volume of production. At the end of 2014, approximately 635.6 million liters of bottled
water produced were estimated. Such amount would register 10.4% more than in 2013.
As we mentioned, although it is consumed all year round, in summer celestial names
begin to repeat themselves, reminding us of products such as Cielo, San Luis , San
Mateo and Vida, both in warehouses and supermarkets, and of course, preferably
frosts.

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The moment of the election
But, why is it that, having so many watermarks, we only remember about three or four
names. Maybe it's the price, some advertising campaign that by its repetition remains
in the mind of the consumer, or simply that habit of always choosing the same brand.
Another question, why if we are loyal to a particular brand, sometimes we end up
choosing the most frozen or even the lowest price
Pay from S / .1 to S / .1.50 and up to S / .1.80, depending on whether it is brought to
room temperature or before and gently refrigerated. We ask at the wineries about the
most requested brands and we see that San Luis and Cielo are usually the first
acceptance. Clearly, they lead brand recall. San Mateo is the third option that is chosen
when you want to consume something with extra content. The message of spring water
is present in the public.
Saints and Skies
We chose to analyze the advertising strategy of both San Luis, Cielo and San
Mateo. The reasons, in addition to brand recall, are due to the target to which they
are directed , making the correct division between socioeconomic level. Although Agua
Cielo was a brand conceived for the public C and D - under the business philosophy of
its parent company Ajegroup -, in recent years the aspirational advertising now features
blonde women, professionals, managers of some company and fitness.
In this way, the AJE Group's beverage launched a new beverage on the market that
served only one purpose: to create a space in the market. 2001 and the slogan "Agua
Cielo, eleva eleva tu vida", entered the market to compete with brands already
positioned as San Luis. After 10 years, the brand continues to use that slogan that
invites consumers to "raise their lives", but their strategy has changed.
Q10
Attending other aspects, outside of the professional, such as health, skin care and well-
being of people, Agua Cielo sees the water market with different eyes, even offering its
product, but with a differential, coenzymes Q10 , drink that still keeps trying. The launch
campaign was carried out by Lowe Yaku.
This is without mentioning the evolution that has had its label, coming to have, little by
little, a more stylized design, looking to be on par with its main competitor, San Luis.
Not in vain they turn 60
This saint arrived at the tables of the Peruvians in 1953 by the bottling company El
Pacífico, which after many years, and a series of bizarre spots, would be sold last, to
Corporación Lindley in 2004, becoming part of The Coca-Cola Company.
This brand is living proof that a constant change is needed to survive in the
market. Not only has he left behind countless labels and designs on his bottles, but the
same slogan suffered the arrival of "new times" and healthy competition.

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Going from "... is life" in the 90s, to "what moves you", at present, the brand has also
taken another course, ceasing to promote the fact of not being a mineral water, and
giving value to other aspects, like family, friendship and feeling good, the internal
balance.
This change in communication strategy would be the result of the great penetration it
had in the Cielo market, balancing the balance and making San Luis worry about offering
more than water to consumers.
The market share was, until 2010, 43%, with Cielo being the brand that followed on the
heels with 42% and San Mateo with third with only 9%. This would be due, among many
other things, to the fact that the latter is directed towards another audience.
At present San Luis has as its main message the ecological theme. The fence can be
seen in the Panamericana Sur. The advertising agency that currently manages your
brand is McCann Lima.
The other saint
San Mateo is a third brand with a strong presence in the market, especially in a certain
sector of the population, the NSE A. Of higher price and with a renewed design that
reached the brand between 2006 and 2007, it sought to refresh its image by full.
That is why it invested at the time, around US $ 500 thousand in the development of
new packaging, bottles, without neglecting traditional and non-traditional advertising.
Although they do not manage to get hold of a larger portion of the cake than participation,
their name always sounds strong when it comes to saints. Partly because of the time it
has been in the market, but above all because of the line it has decided to take, which
is right for the time and which aims at the personal care of the consumer.

Water that you have not to drink

But apart from competing with each other, the water in the bottle apparently would have
left the competition, which would be seen in the various options before leaving home,
one of them, the pipe.
According to a study by the La Molina Total Quality laboratory, the levels of bacteria in
Lima's tap water (less than 1.8), compared to that of many bottled water (less than 1.1),
were average.
Also, the study revealed that in both waters (bottled and potable), the presence of lead,
arsenic, cadmium and mercury was absent. Which leads to ask if it is possible to pay for
something that goes free at home, with the same quality.
According to these analysts, in the end everything turns out to be a business, both the
sale of bottled water, for which an average of S / .1.20 per 600ml is paid, and the water
of house, an option that, in spite of being verified its healthy consumption, continues to
create distrust in the population.
Conclusion: We are not (yet) a water market

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Although it seems that the country is gradually consuming more water, at the regional
level we are still one of the least. Not only because of the few brands that exist and the
level of remembrance of them, but because even the most relevant, such as San Mateo
and San Luis, are managed by large corporations.
The fact that they are supported by large firms means that they take a large portion of
the participation. This prevents any possibility of a new watermark entering the market.
As for the strategy, although many brands are supported by advertising agencies (San
Luis with McCann and Cielo with Lowe Yaku), each brand seeks to use the purity theme
and take it as best suits them.
There is not a single one that rises up against the common and mentions in its guideline
that drinking water is healthier than soda, but focus all their efforts to the spring / summer
season, which limits even more, its consumption in the country.

6.- CONCLUSIONES

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7.- OPINIÓN DEL GRUPO

8.- ANEXOS

8.1.- Galería fotográfica

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Fig. 1.- Los glaciares Blackfoot y Jackson, en las montañas del Parque Nacional Glacier
(E.U) el derretimiento del hielo glacial es un contribuyente al aumento del nivel del mar.

Fuente: Glacier National Park archives (1911)

8.2.- Línea del Tiempo del Desarrollo Sostenible

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Fuente: https://es.slideshare.net/victormolina102361/responsabilidad-social-23582604

9.- REFERENCIA BIBLIOGRÁFICA

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 Vörösmarty, Charles. J., & Sahagian, Dork. (2000). Anthropogenic Disturbance of
the Terrestrial Water Cycle. BioScience, 50(9), 753. https://doi.org/10.1641/0006-
3568(2000)050[0753:ADOTTW]2.0.CO;2

 E. B. Stebinger, Glacier National Park archives (1911), and Lisa McKeon, USGS
(2009). Disponible en: https://earthobservatory.nasa.gov/Features/Water/page2.php.
Consultado: 03.11.2018.

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