3. Enhance brand awareness of Evian as a luxury brand
To develop a strategy to help Evian, a French premium
water brand, to further develop market
4. Interview period: November, 2012
Target: General Public
Survey Method: Street Interview + Online Questionnaire
No. of respondent: 140
Respondent Composition
revenu faible
revenu
intermédiaire
revenu
élevée
les jeunes 20 26 4
les personnes entre deux
âges
10 26 34
les vieux 2 10 8
5. Question 1: “Please think of 3 luxury brand.”
• Unaided question
• Evoked set
Question 2: “Have you heard of a brand called
„Evian‟?”
• Aided question
10. Print Ads
high-end magazines, e.g. Cosmopolitan, Fortune
Key messages
Evian‟s elegant image
Product benefits of unique water source
and good for health
Elegant
Health
12. Objectives:
Position Evian as brand admired by every one
Opinion Leaders, such as Celebrities Endorsement
Celebrities image which match with Evian brand personality
Product Placement
Hong Kong Movies: plot, e.g. High end hotel scene, first-
class cabin, private jets
13. TV Program introducing the
essence of water and quality of
Evian.
Roadshow in places where our
target customers visit very often,
e.g. Time Square, Hotels
Objectives:
Educate on the healthy benefits of Evian water
14. Advertisements
Print ads:
Advertorial ad: more information giving
Point of Purchase
In-store: information booth
Advertorial Ad -
EXAMPLE
Evian Target
Group Health Conscious
15. Evian Target Group
Environmental Conscious
1. Promote Evian‟s environmental protection commitment
2. Launch more glass bottle Evian
3. Evian bottle and water refilling machine
16. 1. Promote Evian’s environmental protection
commitment
An eco-friendly bottling plant certified ISO
14001
98% garbage recycled and condensed by 25%
for added efficiency
Use of environmental-friendly transport
r-PET plastic bottles
17. Promote Evian’s environmental protection
commitment
Informative booth in distribution channels
Contribute a portion of the revenue to eco-friendly groups
Sponsor environmental protection events
