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STRATEGIC MARKETING - LONDON EVIAN

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Sabrina Dinant

on 19 December 2014

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Transcript of STRATEGIC MARKETING - LONDON EVIAN

How can we reinforce the brand image of Evian in the UK market and target more consumers?
How can we reinforce the brand image of Evian in the UK market and target more consumers?

Founded in 1829, Evian is a mineral water brand owned by the French group Danone
(No. 2 worldwide in volume of bottled water) with 18 billion liters sold.

The Evian water is more sold in France, United Kingdom, Belgium and Switzerland.

Production amounted to
1.5 billion liters per year
.

Generates a decrease of turnover of -2.9% between 2012 and 2011.
2,135 million liters of bottled water consumed in 2012 in the UK, with an estimated market value of £1.6 billion.
PRODUCT
INTRODUCTION
Britain consumes 3 billion liters of bottled water per year
Strong sensibility to the price
British purchase more local bottled water products.

33Cl
50Cl
75Cl
1L
1.5L
2L


75Cl
33Cl
50ml
150ml
300ml
400ml

Personalized bottle by famous creator
OBJECTIVES
SITUATION ANALYSIS
BRAND IMAGE ANALYSIS BY COUNTRY
BRITISH CONSUMERS
BRAND EQUITY PRISM -KAPFERER
CLIENT SEGMENTATION
PESTEL ANALYSIS
SITUATION ANALYSIS
COMPETITORS
MOTIVATION PURCHASE
Analyse
Signature ( packaging)
Back to identity values
A limited environmental visibility
A range bit development

Objectifs
Focus on Origins
Focus on Evian's water Benefits



- Television advertising campaign on its branded origins
Comparative with VOLVIC

- Creation of the odyssey of Evian
( brand origin, storytelling, bottle identification by target)

- Innovative ephemeral concept store

- Charity Campaign to delight consumers to doing a charity action ( and also increase brand image)
Packaging action => % of the price of the purchase will be reversed to a charity association.

LIMITED EDITIONS
YOUR OWN BOTTLE
COMMUNICATION/ PROMOTION
SMART
New 2013 campaign : " Baby and Me "
New Application " Baby and Me app"
Evian young live blog
Egerie Maria Sharapova and MelissaReid

Evian uses different medias for its actions like:
Digital: a full entertainment program was created online with the Evian LiveYoung website, YouTube channel and social media.
Public relations
Events: sports sponsors and humanitarian events
TV & Cinema ads
Big billboard

Evian’s brand is different due to the unique communication “Live Young” launched in July 2009. Evian used youth specifically babies to valorize Evian's brand image. This campaign was set to launch simultaneously in France, UK, Germany, Belgium, Canada, US, Russia and Japan.


PROMOTION
MIX MARKETING ANALYSIS & RECOMMANDATIONS





A 1-liter bottle of Evian may cost 45p, higher than the other competitors because of its luxury image.



PRICE

High quality bottles
Different size and materials to respond for each type of need
Limited edition packaging for different event
Facial spray

PRODUCT
STRATEGIC MARKETING
SWOT ANALYSIS
WEAKNESSES
Evian communication is exclusively focus on baby. Some customers could not recognize themselves in products.
European bottle water business remains weak and accounts for about 60% of the business
Not doing anything in glass packaging which accounts for 15% of volume.
STRENGHTS

Danone is a worldwide challenger
Packaging innovation
Lot of different bottle adapted for all customers.
Trend of "take away"
Partnerships: Jean Paul Gauthier, Elie Saab, Kenzo, etc.

THREATS
Control of tap water by world health organization
A lot of new competitors
Because of economic crises customers prefer drink tap water, it’s less expensive
Filtering decanters are a big innovation less expensive than water in supermarket
Increased consumption of tap water.
Bad image of bottle water, because of environment impact.
Consumer environmental education : lack of awareness sustainable alternatives continues to be a significant barrier to purchase
OPPORTUNITIES
Cause-related marketing has potential to boost sustainable brands
Use the power of new media to communicate and engage with stakeholders
POLITICAL
Good security for the fabrication of plastic bottle water
Control of tap water by world health organization is strong and difficult
ECONOMIC
Emerging countries open their own market bottle water
A lot of new competitors
SOCIAL
People care more about the health and hygienic life
Because of economic crises customers prefer drink tap water and not pay for water in supermarket, it’s less expensive
TECHNOLOGIC
Innovation in this market is important especially in cap. Evian like his competitors create different cap like for the sport, or for baby. He proposes different type of bottle too like 1l, 1.5l or 2l for big family.
Filtering decanters are a big innovation. It’s less expensive than water in supermarket.
ENVIRONMENTAL
New opportunities with biodegradable bottle
Using of tap water is practice and not necessity bottle and transport

LEGAL
Water from natural source have to be alright with protection norms
In 2002, Earth summit advance the problem of plastic bottle and transport of this product.


Health
Convenience with resealable caps
Lack of limestone
Taste and respect for the environment

Evian's key image

Specific :
Strengthen our brand image on the mineral water market in UK

Measurable :
Positive impact of consumer opinion, increased friendly , and high quality perception of the brand

Assignable :
Communication and Marketing department

Realistic :
The objectives are realistic, indeed Evian has already an important notoriety in water market. We need to find a new approach different than the French market because it’s the actual campaign and its not working.

Time-bound:
Brand image have to be reinforced on the long run

Evaluate :
Evaluable thanks to the consumers opinion, the sales and the turnover

At work, or at home the perfect bottle is the large formats : 1L, 1,5 L or 2L
When you travel, practice sport, or just life on the go, the smaller is perfect for you : 330ml or 500ml
And a small one for children snack.

Specific target for each of our bottles
For example :
Small bottle 33cl: child offer, practice
1,5 L bottle: Mummy and working people
50 cl small bottle: Teenager , easy to bring
330Ml Sport version: Sporty people
2L: Family bottle
75 cl Elegant occasion bottle: dinner
Increase our image to target correctly our consumers with each type of bottle.
Our future strategy :
Positionning
For several years, Danone chose a positioning based on health and nutrition.
The brand offers water: healthy, pure and beneficent.
The brand promise confirmed by the myth of the founder
of the brand: the Marquis de Lessert noticed an improvement
of his health after drinking water source of St. Catherine during his walks.

The Evian target is a sensitive person to the wellness and to the quality labels. The target is particularly mothers and babies, pregnant women, people active, seniors, children and athletes. The pure products satisfy the safety needs of mothers for their infant feeding.
Age:
34 years old
Nationality
: British
Profession
: Senior Product Manager for Mark & Spencer
Where does she lives ?
Flat at Canary wharf for the the peace of the district.
Status
: She’s married
Child:
She has one little child of 4 years old, and she’s pregnant and waiting for a little baby girl.
Social environment
: She has a good life situation.
Activities:
Yoga, Zumba, Tennis
Her favorite shops
: Zara, Asos, French Connexion, Topshop
Favorite food:
Japanese and french food
Her favorite song
: Wake me up - WHAM
“I 'm buying Evian water, to take care of my child, my future baby, and for my own benefits”


Evian is sold in all major retail chains. The brand is also distributed at :
petrol stations,
vending machines,
restaurants
snacks and bar




PLACE
Profil
Target
Recommendation
CONTROL
CONCLUSION
Google analytics
Return rate with a sales analysis
Estimate all type of profile thanks to the analyse page of Facebook (age, cities, job, etc.)
Client survey
Media visibility
Impact of sales
Number of views for our short-movie
How could we control our actions and interactivity?
Obstacles :
Price
Water filter
Free Tap water

Evian is the leader in the still water market and has a high-end positioning.
The brand tries to position as a brand of mineral water bringing wellness and nutritional balance for its consumers, Evian slogan is "Live Young" that means supports your body's youth.
Joan Gosling- 34 years old
Thank you !
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