Marketing Plan - Evian Water
Marketing Plan for New Evian Bottled Water
1. Executive Summary The marketing operations are an integrant part in the activity of every company and what was once a temporarily occurring solution is now an ongoing process. With the launching of a new product, all companies conduct intense market research in order to identify the characteristics of the competition and the customers; they analyze the internal and external forces which affect the corporate operations and develop a complex set of decisions on product, price, distribution and promotion, all organized into the marketing plan. The current plan is focused on developing strategies and conducting research prior to the launching of Evian’s new line of bottled water. The marketing campaign will be based on the benefits of drinking the new water which contains increased levels of oxygen and it will take an environment friendly approach. The primary features in this approach will be given by the Alpine source of the pure water, the biodegradable nature of the bottles used and also the promotion of drinking water as source of energy and health. But before actually developing the campaign, the company has to conduct market research in order to identify the characteristics of the consumers and the industry.
2. Company Description Evian is an international brand in water, selling pure bottled water emerging from springs in the French Alps. Today, the company is part of international conglomerate Danone Group, which registers annual profits over 13 million euros and which employs more than 88,000 individuals. Danone’s corporate mission is to “bring health through food & beverages to a maximum number of people” (Official Website of Danone, 2008) The beverage sector is extremely important for Danone and in 2005 they retrieved more than a quarter of their annual profits from the selling of beverages. “Beverages, which accounted for 27% of consolidated sales, showed continued pace in 2005, with organic growth for the
1. Executive Summary The marketing operations are an integrant part in the activity of every company and what was once a temporarily occurring solution is now an ongoing process. With the launching of a new product, all companies conduct intense market research in order to identify the characteristics of the competition and the customers; they analyze the internal and external forces which affect the corporate operations and develop a complex set of decisions on product, price, distribution and promotion, all organized into the marketing plan. The current plan is focused on developing strategies and conducting research prior to the launching of Evian’s new line of bottled water. The marketing campaign will be based on the benefits of drinking the new water which contains increased levels of oxygen and it will take an environment friendly approach. The primary features in this approach will be given by the Alpine source of the pure water, the biodegradable nature of the bottles used and also the promotion of drinking water as source of energy and health. But before actually developing the campaign, the company has to conduct market research in order to identify the characteristics of the consumers and the industry.
2. Company Description Evian is an international brand in water, selling pure bottled water emerging from springs in the French Alps. Today, the company is part of international conglomerate Danone Group, which registers annual profits over 13 million euros and which employs more than 88,000 individuals. Danone’s corporate mission is to “bring health through food & beverages to a maximum number of people” (Official Website of Danone, 2008) The beverage sector is extremely important for Danone and in 2005 they retrieved more than a quarter of their annual profits from the selling of beverages. “Beverages, which accounted for 27% of consolidated sales, showed continued pace in 2005, with organic growth for the
References: • Danone Group 2005-2006 Annual Report, Retrieved from http://finance.danone.com/phoenix.zhtml?c=95168&p=irol-reportsAnnual2005 on April 3, 2008 • Hein, K., May 21, 2001, Water Competition Heats Up; Summer Awash with a Bevy of Ads, Brandweek • 1988 – 2008, Oxygenated Water, Tools for Wellness, http://www.toolsforwellness.com/oxygenated-water.html last accessed on April 3, 2008 • 2002-2007, The Marketing Mix (the 4 P’s of Marketing), Net MBA, Business Knowledge Center, http://www.netmba.com/marketing/mix/ last accessed on April 4, 2008 • 2005, Danone Takes Hit from US Water Business, Food and Drink Europe, http://www.foodanddrinkeurope.com/news/ng.asp?id=57652-danone-takes-a last accessed on April 4, 2008 • 2008, Benefits of Evian, Detox with Evian, http://www.detoxwithevian.co.uk/benefits_of_evian-why_evian.html last accessed on April 3, 2008 • 2008, Groupe Danone, http://www.hoovers.com/danone/--ID__41774--/free-co-competition.xhtml Hoovers, last accessed on April 4, 2008 • 2008, Official Website of Danone, http://www.danone.com/, last accessed on April 3, 2008