Evian
Transcript: Marketing Analytics and Brand Creation Run for hope (cobrand) Presented by: Sean, Shayne, Shantelle, Pui Xuan, Nicolas EVIAN Background Brand Audit Known for its natural and pure french mineral water Has the second highest global market share Unique brand communication "Live Young" First entered the US and Canada market in 1978 Symbol & Mercs Brand Symbol Based on a smooth and elegant combination of pinkish- Red and Gray Red is a symbol of passion, energy and precision Gray mountains stand for the quality, confidence, and professionalism of the company Evian is an American boy's name of Hebrew origin, meaning “God is gracious.” Merchandise 1 bottle 500ml evian- SGD $3.50 (7-11 store) Socials Social Media 1.5M followers 40K followers. 158K followers 678 posts "Pure and natural" -> Mountains 4 P PRICE Premium More expensive than competitors PROMOTION Medias, advertisements Sponsoring Packaging made by renowned artist PRODUCT Large range of product Large target (everyone) Standardized worldwide Youth elixir PLACE Hypermarkets, supermarkets, convenience stores Cafeterias, gas station Vending machines Kellers Brand Equity Model Kellers Brand Equity Model for Evian Resonance: the second highest global market share overtaking competitors like Fiji & San pellegrino. Judgment: Natural Purity, Superiority, high credible Feelings: Modern, Young Body & healthy, Practical Performance: Mineral-balanced, premium price, Reliability Imagery: Strong and bold reputation, easily noticeable & recognisable Salience: High-end, luxurious water from the Alps' natural spring Brand Postioning Brand Positioning Evian Target Markets Wealthy and healthy conscious people Its iconic Live Young Signature inviting everybody to prioritize their self care regardless the age. Having media strategy/billboards to target audience Its aim is water the way the nature intended Brand Postioning among competitors SWOT Strength High reputation in company under danone company, highly trusted brand Brand identity Known for its naturally filtered and enriched electrolytes and minerals. Naturally pure and with a stable composition, it can then be collected Weakness Cost of distribution is high as it comes from french alps Expensive bottled for many customers Primarily focused on bottled water, which limits its ability to diversify into other beverage segments (they just tapped into sparkling water) Carbon footprint - distributing of bottled water via maritime transportation > trucks > retailers (long distance = less eco-friendly) Opportunities Make more entertaining commercial advertisements with celebrities to to raise their sales. Have collaboration sustainable organization Helping the less privileged group of children They can come out with beauty and awareness using towels as type of “HYDRATION” advertisement- wellness Threats Due to price sensitivity, consumers switch to their competitors Consumers can get spring water from other brand New Company starts to set in to create mineral water Environmental issue- Plastic is a problem Competitors like nestle and coca cola company hold more shares than evian Brand Exploratory Brand Exploratory (Global) Stable Evian water. Delicious - Japan "Keeping hydrated is the trick to stay young! Evian tastes soft and good as everyday water! "- USA Evian is the best. I have been drinking this water since I found it in high school and tried others but it tastes the best. A little pricy and I wished they offered coupons in my area or a frequent buyer program. I don't want to even think how much I spend on Evian a month - USA Brand Exploratory (Local) Global consumer trends BRAND PERFORMANCE Areas of improvement Brand Knowledge Brand Knowledge = all the different things that become linked to the brand in the minds of consumers and it is the foundation of brand equity. Feelings Experience Beliefs Healthy Fancy Young Images https://www.youtube.com/watch?v=38Bw8MSumh8 https://www.youtube.com/watch?v=ikuiByrF6rs Brand equity Brand Equity = the added value endowed on products and services which may be reflected in the way consumers think, feel and act with respect to the brand. Belonging feeling Brand awareness Perceived quality Loyalty to the brand (preference) Trust Attachment Sympathy (baby campaign) Brand roles: differentiate their product from the others. BRAND EQUITY PRISM Brand equity prism PHYSIQUE Clear, bottled: transparent plastic/glass Distinctive bottle design Mountains Iconic blue and pink colors PERSONALITY Adult with yong body and personality Enthusiast Reliable, dynamic practical, modern CULTURE French touch Alpine purity Healthy RELATIONSHIP High quality Ally of your body Emotionaly attached to the brand SELF IMAGE Pure, perfect for your body Live young and healthy REFLEXION Cares about physical apearance and health Elegant, smart Brand Value Chain Unicef(cobrand) VALUE STAGES VALUE STAGES Brand performance Customer mindset Inspired engaged crossgeneration cross geographies Positive attitude Marketing program
Prezi Present
Prezi Video
Prezi Design
