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Evian Presentation - Marketing
Transcript of Evian Presentation - Marketing
Evian is a brand of Danone Groupe
Unique brand communication
Product positioning: Objective, user focus
'Roller Babies' advert LIA 2009 gold award - visual effects
Advert focuses on "Live Young"
Embraced 'buzz marketing' 4P's
John's slide to sort out Characteristics - Health conscious individuals who want the best product for their body and understand the benefits of using Evian
Mother and Baby - Website promotes drinking Evian whilst pregnant and breast feeding due to its benefits
Marketing strategy - creates an emotional connection to mothers and how they want their child to be full of life
Brand loyalty at young age Physiological - Water being a necessity Safety - Assurance of drinking pure and
clean water Belonging - Part of a group that
drinks safe water Market environment Consumer behaviour Evian perceived as a 'cheap' luxury product
Women more health conscious in terms of quality of water they drink SWOT ANALYSIS Challenges Evian must face Continuing to Live Young Opportunities Many substitutes
Flavored water - Volvic, Drench
Sparkling water - Harrogate Spa
Artesian water - Voss
Charitable - One Water
Luxury - San Pellegrino Expand product range Ethical or charitable focus Product Focus Flavored water Sparkling water Vitamin water Hypotonic water Need to focus on STRENGTHS and WEAKNESSES of Evian's MARKETING STRATEGY