The French market for bottled water (6.0 billion liters) is ranked third in Europe in terms of volumes consumed. The water market is oligopolistic and can be described as a concentrated one. There are three main groups, first with Nestlé Waters, which represent 25.2% of the French market, Danone with 23.5% and Castel in third place. There are a few bidders for many applicants. Yet, it is a segmented market that includes about a hundred brands of water to meet the demands which are very diverse and has a high potential for profit.
Nevertheless, it is a mature and competitive market as competitors have to struggle to assert differentiation. The desired positioning is the following: - These provide a natural mineral water that is purified. This water has been designed to give consumers the amounts of minerals such as calcium and magnesium. In addition, this water is meant to be relatively cheap. According to the views of the French market, the criterion of simplicity is followed.
Dasani is a natural mineral water adapted to the needs of consumers with regard to minerals. It is a unique positioning that is likely to attract consumers. The criteria of originality states that a natural mineral water is purified. Test of credibility proves if it is a purified mineral water. However, consumers may doubt the actual intake of minerals developed by the brand. But it should also be noted that the credibility of Coca-Cola is very limited in the mineral water market.
French consumers are very attached to geographical origin and composition of the product. In addition, France has several brands of mineral drinks well known brands such as Evian, Volvic. In other words, there is an important collection from the French in the field of mineral waters.
So, simple tap water purified (as proposed in the U.S. and UK) would not have convinced the French consumers. It is a product that is more "up market" that needs to be customized for the French market. This is one of the main reasons for Coca-Cola not introducing the product Dasani as a simple purified tap water.
The related product Dasani in France is a drink made of natural mineral water rebalanced in minerals such as calcium and magnesium. The US firm insists on the daily consumption of this water for better well being.
Consumers, unable to judge the quality, use price as a quality indicator. Dasani is bottled water that needs to meet a number of criteria including its composition; the consumer also needs to know that its classification as mineral water is obtained after two years of experimentation.
Bottled water is composed of minerals and water which together should contribute to the welfare of consumers these elements determines quality of the water. The problem is that many consumers ignore the benefits of a particular mineral composition as they are confident in the product via the price that is considered to be a sign of quality.
The position of the product in the market is considered the cornerstone of the marketing mix and with that will flow communication strategies, distribution, product and price.
Tags: Dasani (Coco Cola), mineral water in France, marketing strategy
[...] Still remains effective partnerships with companies such as SNCF store vending machines for drinks brand. Especially in the case of Dasani Coca-Cola acquired its distributors. Sponsorship Effective tool especially in the context of sporting events. Coca-Cola already known for its presence in sporting events can take advantage of its reputation for communicating its new product that can also play the card of interest for sports nutrition. Also in sport can serve Dasani sponsors for teams that appear on the shirts of famous players. Again, the essential aspect of water sports can be highlighted. [...]
[...] But the drawback is lack of picture taking into account especially if the customer has never heard of the brand before. Movies Due to the presence of distributor and other outlets in cinemas, the use of this media may be considered. But the low hearing and listening to customers is major drawbacks. The use of this medium is not necessary. Display The display is a medium that will be used in Dasani cities. Its low cost allows it to have a good visual impact on its target. [...]
[...] It uses a variety of techniques, each with specific objectives include for example: - The distribution of samples, tastings, demonstrations, animation: these are designed to familiarize consumers with the product by making it more accessible, allowing a free trial and non-binding. - Competitions, games and lotteries: They allow generating additional interest in the product itself and also to improve its image or reputation. The product offers an opportunity to gain reputation immediately which becomes more attractive. - Reduced prices, coupons, premiums: These techniques are designed to facilitate the purchase for those undecided, product testing is less expensive and therefore the purchasing ease. [...]
[...] Sales promotion Sales promotion of particular interest. The distribution of free samples allows you to know the product. Beware though reductions which are doubtful considering the effects of the pricing strategy employed. The games can also be useful to generate interest in the product. 19. Restore the copy strategy extract advertising photo on the attached It should first present the copy strategy. It is an essential element of the design of an advertising campaign; it somehow delivers the message. It consists of elements that must contain advertising, namely the promise, the evidence, the consumer benefit and tone. [...]
[...] This name is creative rather out of the ordinary for the current French bottled water market What do you recommend to Coca in terms of protection of the name Dasani? The Coca Cola Company brand Dasani must file with the INPI (National Institute of Industrial Property) in order to differentiate itself from its competitors, but also to gain access to property rights. Check the availability of its brand by performing a search through the site www.icimarques.com. In addition, make sure that the name is not already registered in Class 32. Fill out the registration form. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
