2. About evian
• Évian is a famous mineral water brand owned by
Danone, a French multinational corporation
• In addition to the mineral water, Danone Group
uses the Évian name for a line of organic skin care
products as well as a luxury resort in France.
• The source of water is near Évian-les-Bains, on the
south shore of Lake Geneva situated in the northern
Alps in France
3. • Each year, approximately 1.5 billion
water bottles are sold in more than 140
countries across the world.
• According to the market research
company Millward Brown, the Evian
brand can be valued at more than a
billion dollars.
• The success of the brand is a result of
continuous innovation and powerful and
original marketing communication.
4. The evian Story
Let’s take a look back to where it
all began: 1789 to be exact. This
wasn’t just any year, it was the
most important year in evian
water history: the year their
natural spring water source was
discovered by a local French
nobleman, the Marquis de
Lessert, in the town of Évian-les-
Bains. While out on a walk, he
got thirsty and drank from what
turned out to be far more than
any ordinary spring. The Marquis
found this particular water to be
so ‘light and easily drinkable’
that he started drinking it
regularly.
5. The evian Story
Word got out and the spring became
so popular that Monsieur Cachat
began selling bottles of its water to
the local community. Soon after,
people wanted more than to just
drink the water, they wanted to be
fully immersed in it. In 1806, the
first thermal spa opened, followed in
1826 by the first bottling facility.
The town became a popular,
fashionable destination for visitors
from all over Europe and beyond.
Ever since, their water has become
synonymous with health, hydration,
and a humble town in the French
Alps.
6. The evian Story
Keeping with their passion for
pioneering, Danone Waters of
America became the first to
import a premium natural
spring water brand–evian–in
the US and Canada in 1978,
but evian didn’t stop there.
7. evian strove to make
their water in the US
and Canada more
sustainable and
have achieved
Carbon Neutral
certification from
Carbon Trust since
2017. Moving
forward, they strive
to be recertified as
carbon neutral every
year.
The evian Story
8. The evian Story
And speaking of certifications to be
proud of, Danone Waters of America
was officially certified as a B Corp™
in 2019. Becoming a B Corp™
represents evian’s commitment to
meeting high standards of social
and environmental impact,
transparency and accountability.
9. MARKETING MIX : PRODUCT
STRATEGY
THE EVIAN PRODUCT BELONGS TO THE FRENCH FOOD GROUP
CALLED DANONE. THE PRODUCT COMMUNICATES ON THE
QUALITY OF ITS WATER AND THE BENEFITS IT HAS ON OUR
HEALTH. ITS PRODUCT IMAGE IS ASSOCIATED WITH PURITY,
YOUTH AND WELL-BEING.
IT PROVIDES FOUR DIFFERENT VARIETIES OF SIZES OF BOTTLES
ACCORDING TO THE AGE GROUP AND ALSO OFFERS LIMITED
EDITION PACKAGING WHICH ATTRACTS THE CUSTOMER TO BUY
THE PRODUCT.
IT IS A PREMIUM WATER, CUSTOMERS PURCHASE EVIAN WATER
FOR SHOWING THEIR SOCIAL STATUS, IDENTITY AND ECONOMIC
POWER AND DUE TO THE IMAGE THAT EVIAN PROVIDE TO
CUSTOMER, EVIAN IS ATTRACTING MANY UPPER AND UPPER-
MIDDLE CLASS.
THEY OFFER A PRODUCT THAT HAS HEALTH BENEFITS WHICH
CAN BE FOUND EASILY IN SUPERSTORES AND PHARMACIES AND
IT IS ENVIRONMENT FRIENDLY, FOCUSING ON YOUTH,
ACCESSIBILITY AND HIGH-END POSITIONING
10. PRODUCTS
THERE’S NOTHING MORE ESSENTIAL TO LIFE THAN WATER, AND EVIAN
NATURAL MINERAL WATER HYDRATES YOU THE WAY NATURE INTENDED:
WITH NO EXTRA ADDITIVES OR ENHANCEMENTS, JUST ITS NATURALLY
OCCURRING ELECTROLYTES AND MINERAL COMPOSITION. ALL OF OUR
PRODUCTS ARE DESIGNED TO BRING YOU NATURAL MINERAL WATER
STRAIGHT FROM THE FRENCH ALPS, SO YOU CAN ENJOY THE DISTINCTIVE
COOL, CRISP TASTE OF EVIAN ANYTIME, ANYWHERE .THEY OFFER A VAST
RANGE OF EVIAN PRODUCTS SO THAT ONE CAN EFFORTLESSLY ENJOY
NATURAL MINERAL WATER AT ANY MOMENT OR OCCASION IN ONER LIFE.
WHETHER ONE NEED HYDRATION ON-THE-GO, A LUNCHBOX COMPANION,
OR ARE JUST LOOKING TO ELEVATE A MEAL WITH OUR GLASS BOTTLES,
THERE’S AN EVIAN PRODUCT THAT’S PERFECT FOR ONE.
THE FUTURE OF PACKAGING IN MIND
WHEN IT COMES TO PACKAGING INNOVATIONS THAT BENEFIT THE
ENVIRONMENT AND IN TURN, THE PEOPLE, GOOD IS NEVER GOOD ENOUGH.
AS WE WORK TO REIMAGINE THE PACKAGING LANDSCAPE, OUR EFFORTS ARE
IN VAIN IF THESE INNOVATIONS AREN’T ACCESSIBLE TO OR PRACTICAL FOR
PEOPLE EVERYWHERE. THAT’S WHY WE’RE PARTNERING WITH INNOVATIVE
BRANDS LIKE SOMA AND VISIONARIES LIKE VIRGIL ABLOH TO CREATE
FORWARD-THINKING YET PRACTICAL DESIGNS FOR THE FUTURE.
11. PRODUCT RANGE
1. THE EVERYDAY RANGE
2. THE PREMIUM RANGE
3. THE GLASS BOTTLE RANGE
4. LABEL FREE
5. LIMITED EDITION DESIGNER
RANGE
6. KIDS BOTTLE RANGE
12. PRICING
STRATEGY
BEING A PREMIUM PRODUCT, IT
ATTRACTS THE CUSTOMER WHO
FALL IN THE HIGHER INCOME
RANGE CONSISTING OF UPPER AND
UPPER MIDDLE CLASS PEOPLES.
AS THE PRODUCT STICKS TO IT
PREMIUM QUALITY, COST IS
COMPARATIVELY HIGHER THAN ITS
COMPETITORS, WHICH MAKES
EVIAN ON THE TOPMOST LIST.
13. PRICE
•
IN ORDER TO GIVE THE CONSUMER THE
PERCEPTION OF WATER BEING A
LUXURYAND NATURAL PRODUCT,
EVIAN HAVE PRICED THEIR PRODUCT
AT A PREMIUM, MEANING NOT TOO
CHEAPAND NOT TOO EXPENSIVE. IT
SHOWS THAT THEIR RELIABILITY
(ESTABLISHED IN AMERICA IN 1978) HAS
PAID DIVIDEND AND HAS GAVE THEM
THE ABILITY TO PRICE THEIR PRODUCT
QUITE CHEAP, WHICH HELPS ATTRACT
MORE CUSTOMERS.
14. PLACE
•
EVIAN BOTTLED WATER CAN BE BOUGHT IN
NEARLY ALL CONVENIENCE STORES AND
SUPERMARKETS, WHETHER THAT’S IN BULK
OR INDIVIDUALLY. IT IS DISTRIBUTED IN
COUNTRIES SUCH AS FRANCE, USA,
CANADA, BELGIUM, SWITZERLAND, RUSSIA,
GERMANY AND JAPAN. AS PRIME
DISTRIBUTION LOCATIONS. KEEPING WITH
THEIR PASSION FOR PIONEERING, DANONE WATERS
OF AMERICA BECAME THE FIRST TO IMPORT A
PREMIUM NATURAL MINERAL WATER BRAND–
EVIAN–IN THE US AND CANADA IN 1978, BUT WE
DIDN’T STOP THERE.
15. PROMOTION
THE REASONS EVIAN’S BRAND IS SO DIFFERENTIATED AND HAS THIS PREMIUM STATUS IS DUE TO THEIR
UNIQUE BRAND COMMUNICATION EFFORTS, E.G., WITH THE SLOGAN “NATURALLY PURE AND MINERAL-
BALANCED WATER SUPPORTS YOUR BODY'S YOUTH” THE “LIVE YOUNG” GLOBAL ADVERTISING CAMPAIGN
WAS LAUNCHED IN JULY 2009. THE ADVERTISEMENT FEATURES A GROUP OF BREAK-DANCING BABIES AND
IS MUCH MORE PLAYFUL THAN PREVIOUS AD CAMPAIGNS.
EVIAN PROMOTE AND ADVERTISE THEIR PRODUCT ON TELEVISION AND THE INTERNET,
HOWEVER, NOT AS MUCH AS THEIR COMPETITORS. THIS IS BECAUSE THEY ARE A GLOBAL
FRANCHISE.
DIGITAL: A FULL ENTERTAINMENT PROGRAM WAS CREATED ONLINE, WITH 2 PRE-LAUNCH VIRAL MOVIES, A
PREMIERE, A MAKING OF, AND INTERVIEWS WITH THE BABIES ON YOUTUBE, BLOGS AND THE NEW EVIAN
LIVEYOUNG WEBSITE.
PUBLIC RELATIONS: TO ACTIVATE THE WORLD’S MEDIA AND STIMULATE GENERAL INTEREST AROUND THE
CAMPAIGN AND THE BRAND.
EVENTS: BERLIN FASHION WEEK, US MASTERS ETC, TO ENGAGE CONSUMERS LOCALLY.
TV & CINEMA: TO LEVERAGE THE ENTERTAINMENT DIMENSION.
PRINT: TO COMPLETE THE MESSAGE OF THE CAMPAIGN, SEVEN MONTHS AFTER THE LAUNCH OF THE FIRST
FILM.
THE LIVE YOUNG TRAINING WEBSITE: TO CONTINUE ENGAGING CONSUMERS WITH THE BRAND.
16. ADVERTISING STRATEGY
• FIT THE BRAND PERSONALITY - CONSUMERS NOT ONLY DEMAND THE HIGH-QUALITY
OF PRODUCT, BUT ALSO THE SPIRIT OF THE BRAND CAN MEET THEIR PURSUIT AND
STATUS. IT TARGETS THE CUSTOMER WHO HAS HIGH INCOME LEVEL AND SEEKS TO
BUILD BRAND CONCEPT. FOR MANY CUSTOMERS WHO LOVE EVIAN, IT NOT ONLY A
BOTTLE OF WATER, BUT ALSO THE PURSUIT OF BRAND BELIEFS.
• CONVEY THE “PURE” FEATURES- EVIAN’S AADVERTISING ARE DEDICATED TO CONVEY
THE FEATURES OF THE BRAND RATHER THAN ONLY USING THE THE ATTRACTIVE
IMAGE AND UNEXPECTED STORYLINE. IT PRESENTS A BEAUTIFUL PICTURE TO
CONTRAST “PURE” PRODUCT QUALITY. IT IS IMPORTANT THAT NO MATTER HOW
POPULAR CULTURE SHIFTS, BUSINESS ENVIRONMENT CHANGES, THE FORM AND
CONTENT OF EVIAN’S ADVERTISING STILL FOCUS ON ITS PRODUCT FEATURES.
• STRENGTHEN THE BRAND ASSOCIATION - THE CORE CONCEPT OF EVIAN IS “LIVE
YOUNG”, SO THE MOST APPROPRIATE EXPRESSION CARRIER IS “BABY”. AT THE SAME
TIME, BABY ADVERTISING PERFORMANCE ALSO PRESENTS THE GOOD QUALITY OF THE
PRODUCT. IT HAS BEEN IDENTIFIED AS THE BEST INFANT DRINKING WATER.
THEREFORE, THE “BABY” AS A STALE ELEMENT THAT APPEARS IN THE ADVERTISING,
NOT ONLY A PERFECT INTERPRETATION OF THE BRAND CONCEPT, BUT ALSO
STRENGTHEN THE PROMOTION OF PRODUCT QUALITY.
17. "POST MODERN" FASHION
SCHOLARSHIP FUND DONATION
GLOBAL CARBON NEUTRALITY
RED CROSS DONATION
INTRODUCING POSITIVE DROPS
NEW GLOBALAMBASSADOR: DUA
LIPA
SHE'S THE PERFECT MATCH FOR EVIAN'S
COMMITMENT TO CHAMPION YOUTH
CULTURE, AND WE CAN'T WAIT TO SHARE
WITH YOU WHAT WE HAVE IN STORE. SO
STAY TUNED AND HYDRATED, THE BEST IS
YET TO COME.
19. There are more than 30 local brands (only a few brand of spring
water, two mineral water, and two deionized water) and 9 imported
brands from Malaysia, VN and Thailand(a few of which are mineral
water and the most popular in the market is Evian).
Prices _ the bottle water can be grouped into Premium and non-
premium segment:
1. The premium segment includes the brands import from France
such as EVian, Volvic, AIX, and Luchon. The bottled sizes of
0.5Liters averages between $0.75-0.9 in supermarket(Evian is
the market leader in all supermarkets, restaurants and hotels)
1. The non-premium brands range from $ 0.11-0.35 for a 0.5Liters
(local brand for $0.125 and Evian for $0.7 in supermarket, but
in five star hotels and restaurants is sold for $3-3.5 )
MARKET SITUATION
20. BOTTLE SIZE AND
PRICES
# Type of water capacity Type of Bottle Price
1 330ml Plastic Bottle
2 500ml Plastic Bottle $1.40
3 750ml Plastic Bottle $2.00
4 1,000ml = 1L Plastic Bottle
5 1,500ml = 1.5L Plastic Bottle $2.30
23. AVERAGE COST OF
BOTTLES
Bottle
size
Type of Bottle
Wholesale price
(package only)
Wholesale price
(bottle water) %
Per 200
bottles
Per
bottle
Per bottle
350ml Blow molded $6 $0.03 $0.15 20
500ml Blow molded $8.5 $0.04 $0.12 34
1 L Plastic $10 $0.05 $0.10 50
1.5L Blow molded $0.10 $0.33 30
24. MARKET DESCRIPTION
As the survey results of Evian water is illustrated that:
How often people purchasing bottled water
- 88% buy bottles of water
- 51% of people who purchase bottled water are young (between
25-32 years old)
When do people drink water:
- 41% at work
- 26% of men at home
- 28% of women during exercise
• Perception of Evian is the high quality premium water
25. All ages
Higher discretionary incomes
Multi-ethnic people
Healthy and authentic lifestyle
Well-Informed (normally know about the product
that they are buying)
Concerns over the environmental issues
TARGET1
TARGET2
TARGE
T
26. MARKET SEGMENTS
Local consumers: inferior local and Asian brands and their main decision making factors
are availability and price. Only the upper segment of local population (Urban_ 20%, Rural
_80%) can afford higher quality bottled water and may thus be not too price sensitive (GDP
per Capita in 2015,Tab…). The key to sustainable patronage would be price competitiveness
at higher quality and constant availability market.
Country
GDP per Capita GDP Growth
$ $ PPP (%)
2014 2014
Brunei Darussalam 40,776 75,700 5.3
Cambodia 1,084 3,242 7
Indonesia 3,515 10,585 5
Lao PDR 1,708 5,162 7.5
Malaysia 10,830 24,715 6
Myanmar 1,198 .… 8.5
Philippines 2,843 6,916 6.1
Singapore 56,287 82,763 2.9
Thailand 5,561 14,661 0.7
Viet Nam 2,052 5,629 6
29. PORTER'S 5 FORCES
EXPLANATION
• Bargaining Power of Suppliers
Increase in the cost of Raw Material (cap cost , labeling cost, bottle
cost, carton cost)
Suppliers supply raw material to local players
As plastic bottle banned another substitute will be glass bottle
• Threat of Substitutes
Substitute are Fruit Juices, Health Drinks ,Soft Drinks
Juices like Real , Slice Mangola , Priya gold Treat, Coca Cola
30. • Intensity of Rivalry Firms
Local brands are major contributing 80% of market share
Around 200 registered brands in India
• Bargaining Power of Buyers
Local brands are available in the market in the cheap price
Buyers have choice from wide variety of suppliers
Demand is more in the market but branded suppliers is less
compare to local suppliers
• Barriers to Entry / New Product
New entrants in the market like Amul “NarmadaNeer”
Market is growing which attracts new entrants
PORTER'S 5 FORCES EXPLANATION
(CONT.)
31. PROJECTION OF POTENTIAL
MARKET DEMAND
Potential market demand of Evian are:
High quality water
Higher demand for quality of life
Have many different sizes
Healthy mineral water
Perfect water for baby
Premium popular brand
Product benefits of unique water source.
32. Q1: EVIAN IS A GLOBAL MINERAL WATER BRAND
THAT IS SOLD TO MILLIONS OF PEOPLE ACROSS THE
WORLD. ANALYZE THE REASONS
FOR ITS SUCCESS.
33. • UNIQUE BRAND COMMUNICATION TO A BRILLIANT EFFECT
A) PRESENTING A CREATIVE AD CAMPAIGN
B) ACCURATE TARGETING AND FULFILLING THE BUYERS NEEDS
• INCREASING THEIR REACH OVSER THE CUSTOMERS BY USING MULTIPLE PLATFORMS
A) TV ADS
B) YOUTUBE ADS
C) BRANDED T SHIRTS
• ENGAGING WITH THE CUSTOMERS BY CONDUCTING EVENTS AND OFFERING
EXPERIENCES.
• MAKING MEANINGFUL ASSOCIATIONS WITH ORGANIZATIONS TO PRESENT
THEMSELVES AS THE PREMIER CHOICE FOR POTENTIAL CUSTOMERS.
34. Q2: WHAT WILL BE THE STRATEGIC EVOLUTION OF
THE BRAND’S
COMMUNICATION?
35. • FOR A BRAND AS EFFECTIVE IN COMMUNICATING THEIR IDEALS TO CONNECT WITH
THEIR EXISTING CUSTOMERS AND TARGET NEW ONE'S SOCIAL MEDIA MARKETING
CAN PROVE TO BE AN EXCELLENT CHOICE FOR PROGRESSION.
• EVIAN’S EXISTING TRADITIONAL MARKETING CHANNELS ARE WELL PLACED
HOWEVER USING SOCIAL MEDIA AND SEO ARE THE COST-EFFICIENT OPTIONS TODAY.
• GOING DIGITAL HAS WORKED WELLAS THEIR ADS ON YOUTUBE HAVE SEEN
WIDESPREAD APPRECIATION.
• TARGETING THE MILLENNIALS VIA INSTAGRAM AND SNAPCHAT IS IDEAL AS IT OFFERS
PARTNERING WITH EXISTING INFLUENCERS TO TARGET THEIR FOLLOWERS AS WELL.
• USING THE LIVESTREAM OPTIONS TO BROADCAST THEIR OTHER PARTNERED EVENTS
OPENS EVIAN TO A LOT OF CHOICES.
36. Q3: CAN ANY OTHER MINERAL WATER BRAND EVER
TAKE OVER EVIAN’S MARKET SHARE?
37. • THE BOTTLED WATER INDUSTRY IS ONE WHERE PRODUCT DIFFERENTIATION IS
INHERENTLY VERY DIFFICULT.
• IN ORDER TO COMPETE WITH OTHERS, CAPTURE AN AUDIENCE AND NOT LOSE
THEM INVOLVES A HUMONGOUS TASK.
• AS SEEN IN THE CASE OF EVIAN, PROVIDING A CAPTIVATING NARRATIVE TO
OFFER AN ENRICHING EXPERIENCE HAS WORKED WONDERS FOR THEM.
• BOTTLED WATER COMPANIES COMPETE WITH BEVERAGES WHICH ARE LARGELY
VIEWED AS UNHEALTHY. THIS HAS PROVIDED A GIANT LIKE EVIAN TO
EFFECTIVELY MARKET THEIR PRODUCT AND EMERGE A LEADER OVER THE YEARS.
• IN THIS WORLD THAT MOVING TOWARDS CONSUMING HEALTHY PRODUCTS,
ADOPTING A HEALTHY LIFESTYLE EVIAN CONTINUES TO ADVERTISE ITS PRODUCT
AS A METAPHORICAL “FOUNTAIN OF YOUTH”.
• GOING BY THE RECEPTION EVIAN RECEIVES THEIR SALES AREN’T GOING TO DROP
ANYTIME SOON.
39. • EVIAN IS VERY PARTICULAR ABOUT STRATEGY, USING A CLEVER NARRATIVE, SO THAT
CUSTOMERS CAN ACCEPT THE CONTENT OF ADVERTISEMENT WITH PLEASURE, AND
STRENGTHEN THE BRAND IDENTITY.
• THE CORE CONCEPT OF EVIAN HAS REMAINED “LIVE YOUNG”, SO THE MOST APPROPRIATE
SYMBOL FOR EXPRESSION IS A “BABY”.
• AT THE SAME TIME, BABYADVERTISING PERFORMANCE ALSO REPRESENTS THE FRESH QUALITY
OF THE PRODUCT. IT HAS BEEN POSITIONED AS THE BEST INFANT DRINKING WATER. THEREFORE,
USING BABIES IN THEIR ADS HAS NOT ONLY BEEN A PERFECT INTERPRETATION OF THE BRAND
CONCEPT, BUT ALSO STRENGTHENS THE PROMOTION OF PRODUCT QUALITY.
• IN 2009 AND 2013, EVIAN PRODUCED TWO ADVERTISEMENTS RESPECTIVELY: ROLLER BABIES,
BABYAND ME. THE INTERACTIVE THEME BETWEEN THE HERO AND THEIR BABIES WERE FULL OF
FUN, THE CLICK RATE WAS OVER A 600 MILLION WITHIN A WEEK ON YOUTUBE. THESE
ADVERTISEMENTS GAVE A STRONG LINK BETWEEN DRINKING EVIAN BOTTLED WATER AND
KEEPING THE YOUTH.
• BY ASSOCIATING THE VALUES OFFERED BY THEIR PRODUCT TO WHAT THEIR CUSTOMERS DESIRE,
EVIAN HAS MADE A STRONG CONNECTION WITH THEIR CONSUMER BASE.
