For over twenty years, Perrier has retained its position as the world leader in aerated water. Despite great difficulties in the 1990s, following the case of benzene, the company was able to restore the situation in the early 2000s, including the establishment of an effective innovation strategy. However, the market for soft drinks is a dynamic and a highly competitive market. It is necessary to conduct a study of the company and its environment to ensure the future of the company.
After a period of glory followed by a severe crisis in the early 1990s, Perrier has implemented various strategies to ensure its development.Indeed, in 1990 with the case of benzene, the international reputation of the Perrier brand has been severely abused, especially in the United States where it was well established.To get out of this crisis, and after buying the brand from Nestle Waters, a diversification strategy has been put in place to capture new markets and strengthen the competitive position of the mark.
This strategy requires a policy of innovation with new products, new formats, and new flavors. For example, the brand has created the 'Perrier water "to conquer the market for water table and thus broaden its target to more consumers." After this period of crisis, Perrier has also had to develop and strengthen its position internationally by establishing: A policy of modernizing the structure of the company with the establishment of a social dialogue, and a more serene climate that enabled better competitiveness in logistics, and industrial performance.
The main objective was to obtain a seamless supply and an uninterrupted product. A strong dividend policy through the selection and construction of a network of distributors was capable of developing and enhancing the brand, particularly in providing its partners with training on the sale of products of Perrier. The company promoted the network of CHR (cafe, hotel, restaurant), an ideal distribution channel for consumers to integrate Perrier and relax along withtheir daily lives.
A policy of diverse mass communication, with the use of different media such as display, sponsorship, TV advertising was used. Previously, communication sought to emphasize the character and dynamics of the prestigious brand. 'Today, we try to give a character to Perrier in an offbeat, and unconventional trend.'
Tags: Perrier, diverse mass communication, display, sponsorship, dividend policy, cafe, hotel, restaurant, industrial performance, competitive position, soft drinks, Nestle Waters
[...] For example, the brand has created the 'Perrier water "to conquer the market for water table and thus broaden its target to more consumers.” After this period of crisis, Perrier has also had to develop and strengthen its position internationally by establishing: A policy of modernizing the structure of the company with the establishment of a social dialogue, and a more serene climate that enabled better competitiveness in logistics, and industrial performance. The main objective was to obtain a seamless supply and an uninterrupted product. [...]
[...] It is important to note that the mass distribution channel is very crowded, especially with the proliferation of references and the appearance of many brands, while sales in other channels such as the CHR network and ATMs are growing ( increase in 2002 for the CHR). THREATS AND OPPORTUNITIES THREATS OPPORTUNITIES Awareness by consumers Consumers are moving more of the risks of excessive towards healthier products such as consumption of BRSA's high sugar water, fruit juices, products or content. light drinks. [...]
[...] Behavioral analysis BRSA consumers are numerous and diverse.Even if soft drinks are consumed particularly by young people (children, adolescents, young adults), water and fruit juices are consumed by the majority of the population. The current consumption trends are oriented towards the exotic, the gustatory pleasure (Hedonism) and is focused towards a special attention to health.Indeed, consumers are increasingly concerned about their health and listen more to the medical profession which can influence their consumption (physicians become more prescribers). Thus, the main criticism of the BRSA, especially soft drinks, is their high sugar content that is conducive to the significant weight gain and health problems. [...]
[...] Distribution policy There is a distribution policy with a well-developed network of distributors, and adapted to the Perrier brand.Indeed, the decision to prioritize the CHR network is wise. However, we found that Perrier water is very much present in this network, unlike other drinks such as water table Badoit and San Pellegrino. It would be favorable to accentuate partnerships with stakeholders in the CHR network so that the product is offered to customers. This is important since its presence in the network could play a role in creating a habit of consumption within households. [...]
[...] First, we note the fact that the company is threatened by the possibility of redemption, and in fact, Nestlé Waters is planning to sell the Perrier brand. Moreover, firms of multinational BRSA like Coca-Cola, put in place strategies for external growth through the acquisition of ore. As a second element, Perrier has a limited range of products from the multitude of offers that its competitors offer, while its development potential is very high, and Perrier offers healthy products, that are now highly appreciated. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
