The mere mention of the name Evian evokes images and references that pins down its brand identity - Water bodies, the Alps, calm serene nature and purity. The strength of the brand lies in the fact that its product is essential for mankind. The average human drinks about 35,000 gallons of water during his life. Most consumers are unaware of the specific properties of water such as the types, calcium and magnesium contents.
The rural France of the '30s and the current, ever-changing, fast paced France have nothing in common.
Many factors such as urbanization, pollution, sanitation, food security etc are changing the way consumers are looking at bottled water.
Tags - Bottled water, Evian, France
[...] these changes translated, without disguise the identity of the brand, complying with the two axes that are the water quality and its health benefits. ¬ Direct competition represents 75 brands of mineral water those are subsidiaries of Danone, Nestlé and Castel, about 70% of national production by volume or 80% in value. Mineral water in 2007 accounted for 84% of water production by volume and in value in the supermarkets and hypermarkets. Perrier, Vittel, Castel, Danone represent 90% of the production. This represented a CA of 1.25 billion euros in 2004. [...]
[...] The colors are eye-catching flashy to the product and better target young professionals, students and children in households. Evian wanted to boost sales of bottles of 50cl by innovating on the package and playing with the convenience of storage and the quantity. • The primary consumer benefit was to save space and time because of the package and time there was no need to store bottle by bottle. • It denotes a joyful atmosphere that attracts the eye. The pink color symbolizes happiness and welfare. [...]
[...] In 2008 sales projections of the producers of bottled water were down by 6%. ¬ We noted a growth in sales of mineral water on the first quarter of 2008 compared to first quarter 2007. In contrast Evian had a decrease of 5%. It is a phenomenon due to erosion of major brands to local brands or cheaper distributors. This is a phenomenon that emerged in the early 1990s. Household consumption in water and soft drinks has been eroded in 2004, both in value and volume. [...]
[...] For this, we must come to differentiate themselves from others by choosing proper positioning. Evian has focused on the niche of healthy and mineral water. It stresses the fact that the entire pathway is controlled and that the site in which it flows is unpolluted. This goes in the direction of the popular will with regard to the traceability of products consumed. Inset Sources ¬ Xerfi ¬ Retail panel, January-May 2003 ¬ During marketing of EMLV Ms. [...]
[...] The product is central to the poster and surrounded by a white border. This gives an impression of serenity. Knowledge: the reputation of Evian water, the beneficial properties of its components. Likes: Innovation of the bottle shape and packaging, the image of youth brand, advertising . Buys: for a test, to see if it satisfies us, sign of belonging to a group, innovation. Re-buys: complete satisfaction, brand trust. Needs covered Age Focused on women with infant and elderly Drinking occasion Lunch, dinner Consumption period All year Instructions Nature, with syrup or powdered milk for babies Quantity consumed 85% of households Places to purchase Hyper and super: 85% Hard discount: 14% Miscellaneous: Brand positioning Concept: a distributor 50cl bottle of Evian for better storage and more convenience. [...]
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