EVIAN - CASE STUDY

1. *

2. ….EVIAN

3. HISTORY OF EVANS
• Owned by French food
products group Danone which
acquired the brand in 1968
• Initially was sold in glass
bottles branded as a
medicine with miraculous
healing properties

4. mission vision
To the leading
brand of high
quality water
supplier.
To provide high
quality water
to their
targeted
market

6. HIGH
PERFORMANCE
HIGH PRICE
LOW PERFORMANCE
LOW PRICE

9. ADVERTISEMENT
CAMPAIGN
1.WATER BABIES
2.ROLLER BABIES
3. BABY & ME

10. 1. The water you drink is as
important as the air you breathe.”
2. “The Original”
3. “Live young ”
Evian’s innovativE slogan-

11. THE IDEA WAS TO RECONNECT WITH THEIR INNER CHILD

12. HOW IT SAYS?

13. EVIAN’S T-SHIRT CAMPAIGN

14. EVENT ASSOCIATIONS

16. 1. CONTINUOUS INNOVATION
2. POWERFUL HOLD ON MANAGING MASS COMMUNICATIONS
3. EVIAN CHOICE OF ASSOCIATING WITH ADVERTISER BETC PARIS
Q1. Evian is a global mineral water brand that is sold to
millions of people across the world. Ananlyse the reasons for
its success?

17. Q2. WHAT WILL BE THE STRATEGIC EVOLUTION OF THE
BRAND’S COMMUNICATION?
• Evian an evolve its communication strategy via technological
advancements like associating with new TV innovations coming up
claiming a more natural display , which can reinforce evian’s
brand equity.
• It an go for direct channel marketing via individual communication
with celebrities, industrialist for the usage of the brand.
• It can associate with brands like Johnson and Johnson's to co-
market its product to pregnant women / mothers in the European
countries of France, Switzerland , and the UK.

18. Q3.Can any other mineral water brand ever take over
Evian’s market share?
Yes
1. If its competitor provide same quality at low price
2. If they target large section of the market
No
1. It has ensured its brand loyalty with continuous innovation
2. It mass communication has been huge success created loyal
customers which is difficult to compete with.

19. 1908 1930’s 1950’s 1968 1980’s 1998 2007-08 2013 2016
Evian begins selling in glass
bottles
Starts selling in PVC
bottles
Purity
High-end
positioning
Live youngBaby & me campaign
starts
Toda
ySeptember 10,
2016
Targeted Babies
The Original
Water babies ad campaign
starts
Health
Alps as its theme
Live young
Roller babies campaign
starts
Evian has proved that a brand has to continue to innovate around the brand,
not necessarily in terms of the product itself, but how it is packaged and all its
various touch points.

21. Created by Shikha Sharma , DRC, DU , during marketing internship under Prof.
Sameer Mathur, IIM - LUCKNOW