Transcript: Poor communications Poor employee motivation Difficulty in decision making Economies of Scale Live Young. Evaluation By Naffisa and Aishah Evaluation Groupe Danone Increased specialization Increased dimensions Financial Economies Bulk buying Risk spreading Background Industry: Conglomerate of food companies - fresh dairy products, bottled water, cereals, baby foods and yogurts Turnover: £16,924,144,708.49 in 2013 Location: Based in Paris, France History: http://www.danone.co.uk/AboutUs/History/Timeline.aspx
Transcript: Country Evian mineral water is collected and bottled in France. From there, it travels internationally, or anywhere in the world. Because it is not filtered water and very clean to drink, it is very popular. Number Produced: ~ 2,000,000 bottles Number Consumed: ~ 273,972 bottles Number Produced and Consumed per Day In 1823, a man named M. Fauconnet purchased the springs where the water is from and began selling the water. Description Evian is collected and bottled at Évian-les-Bains, a fancy town in south-eastern France. From there, it is transported all over the world. Even famous actors have said that the water is unique and delicious! Location Evian is mineral water that is popular in both France and the United States. It is owned by Danone, a French company. By Darlette Zuniga Period 6 History Logo Evian
Transcript: PURPOSE EFFECTIVENESS This commercial was aimed at adults and seniors. EVIAN Media Assignment AUDIENCE PURSUASIVE TECHNIQUES We don't think this was very effective because they did not use any example to prove anything. The purpose of the commercial Evian baby & me, is to advertise their water and to make the viewers think that if they drink their water it will make them feel younger. This commercial was somewhat persuasive because the Evian bottle advertizes in a different way than usual, also they did not mention the name during the commercial until the end, this commercial was more funny than persuasive.
Transcript: Effect the advertisement (top TV shows & related mags) Japan Company skimming strategy Kanto---Tokyo - Yokohama ~Sense of identity ~Cooperation with local dealers Combined with the concept of ----environmental protection. ~Acceptability ~Mighty local competitors evian Product Influence factors: noticeable goods shelves (marketing place) Product Conception Healthy ~Diversity lacking Live young Pricing strategy Simple Why is this plan? 10% For evian, This is the future marketing model for the other markets of different countries. Limited Edition for evian 2015 Traditional channel + Network exporting cost labor cost tariffs labor cost Environmental Marketing Strategy wholesalers own website social media E-shop Kansai---Osaka - Kobe Evians-les-Bains(France) Groupe Danone Price package-special + provision-culture Industry Pain Point Ito En Ltd Grant sponsorship in big events (especially the large-scale meetings) Target Market Differentiation Localization Branding-cultivation Place Improve the human health channel strategy Provide product-upgrade solution. Solve the kind of problem of environmental protection in Japan. Perfect combination of brand culture with local culture. Emotional marketing through various channels maximize the brand value. Market entry model Mineral-balanced Water Promotion Extraction of oxygen composition Energetic Design a high oxygen content of mineral water
Transcript: Plan Introduction Brand Advertising Conclusion Establishment: BETC pub agency Achievement: We are from L.A. (WAFLA) Spreading: 19 april 2013 Cognitive objective:knownig the real exitance of Evian in china unless still delivering information about the product all over the world Affective objective :reinforcement of value and image of mark by using as well the babies. Conative objective:rising the sells of water bottles Social network: youtube initiation ( young active clients ) TV: first spreading a 20 hour at 28 april 2013 at TF1 Prints:metro and press posts digital compaingn: facial recognition in facebook and android Targets Evian promote the diversity Lack of dialogue: provides worldwide distribution the dance:body language universal Brand Spot with special effects: costs 1 million euro Required time to create: six months of working Context Nationality: French Establishment: 1829 in Evian Group: DANONE leader: Michael AIDAN Attendance: more than 150 countries Description 1) flats and buildings 2) surprise, young man discover his reflect baby 3) puzzle, rush to a mirror 4) surprise in front of showcase 5) dance with his reflection 6) others comes and dance with their babies reflections 7) momentum of old lady - her baby reflect chocked 8) products plan- slogan"Drink pure and natural" - signature Homogeneous sample of the population, mixing of all ages clothes weared by the actors: none distinctive features of social classes brand: timeless and universal Baby & Me 2013 Message form Message substence The best-selling brand in France: 40% of sales & 18 % of market bottled water second brand water imported to japan hight range water Evian strengh: her pub-campaigns serve in quality indentity. why evian has been associated to babies? 1935: Evian, evian adivsed for mums to keep food for her babies 1999: swimming babies campaign 2009: "Roller Babies" campany, 150 millions veiws, "the most ever watched video" World Guiness Book 19 april 2013: Baby & Me " Baby & me " designated viral internet advertising most widely distributed in the world of 2013 One month after its first broadcast:74 millions views in the world on Youtube Our choice Introduction Media plan : campaign Baby & Me babies choice: sensational effect, drink evian , feel young The babies: symbol of youth, happiness purity entertainemet being weak and should be protected associated to the consumer body Negative media coverage Identity PUB rythmth 2014-2015 Baby & Me International success Budget Advertising Analysis Message substence Evian Baby & Me 2013 the entire population peoples concerned by their safety ad and their body health Conclusion the music "Heres come the hotstepper" of Ini kamoze Remix :YUKEK, electronic musicien french the dance choregraphic: Michael ROONEY at the start: began slow music next : regular music , the dance between the peoples and their reflectiions in beat with music choregraphic: fluides movement,equivalent of water lyrics: no relation with the message Colors brightness clearness dominent blue (confidence, serenity) and white (purity and transparence ) Message form Shock by using babies commercially Perception babies: owned Thanks for your attention Presented by: Houcem REZIG Mouadh BEN SELEM Raouaa MATHLOUTHI
Transcript: Evian is the place where Evian water originated Evian is located in the south-eastern part of France Why do people chose to come here? Evian They eat lots of fish because they are right beside the lake and they have lots of patisseries. Their language is French. Where is Evian? Extra information It is right beside Lake Geneva so it has a spectacular view, there is a large casino, very close to the Rhone Alps, Montreux aqua parc in switzerland is close by and there are often lots of street markets. As you can see it is right beside Lake Geneva and Switzerland Food and Language Logo
Transcript: By Chloe Garland and Nohelia Garcia evian evian evian evian's slogan is "Live young" They have multiple celebrity endorsers for their "Live young" campaign Ad Campaigns Ad Campaigns The Bottle The Bottle The water is packaged in an environmentally friendly bottle They can condense to half the size when crushed, which makes them easier to recycle The Water The Water evian water originates in the natural spring waters of the Alps Pricing Pricing $0.05 per ounce $4.56 per gallon $1.79 for a standard bottle evian prices their water high enough to rank with their competitors, while keeping it low enough for consumers to purchase They use everyday low pricing and price skimming to value the product What costs more: water or gas? Question Question It depends on the volume of water. Gas is usually around $2 and a bottle of water ranges from $1 to $5 depending on the brand and size.
Transcript: Need to focus on STRENGTHS and WEAKNESSES of Evian's MARKETING STRATEGY SWOT ANALYSIS Belonging - Part of a group that drinks safe water Product Focus Expand product range Safety - Assurance of drinking pure and clean water Challenges Evian must face 4P's John's slide to sort out Brand Analysis Many substitutes Brand differentiation Flavored water - Volvic, Drench Sparkling water - Harrogate Spa Artesian water - Voss Charitable - One Water Luxury - San Pellegrino Opportunities LIA 2009 gold award - visual effects Advert focuses on "Live Young" Embraced 'buzz marketing' Vitamin water Ethical or charitable focus Sparkling water Evian perceived as a 'cheap' luxury product Women more health conscious in terms of quality of water they drink Target Market Why does Evian appeal? Recommendations Physiological - Water being a necessity Flavored water Consumer behaviour Market environment Competitor Activity 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 Natural and pure French mineral water "Nature in a bottle" Evian is a brand of Danone Groupe [Insert stat] Unique brand communication "Live Young" Product positioning: Objective, user focus 'Roller Babies' advert Continuing to Live Young Hypotonic water
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