Nestlé waters
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Nestlé waters

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French Bottled Waters market

French Bottled Waters market
Nestlé Waters
Perrier brand strategy

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    Nestlé waters Nestlé waters Presentation Transcript

    • NESTLÉ WATERS CASE STUDY N°1 Customers, Value and Profitability Gabrielle Pinchaud Marion DUCLAUX - Adrien DAMEZ - Jules CLEMENT - Laurent CHADIAN - Vincent DI LEONE J’suis pas chaudlundi 21 novembre 2011
    • La Subitudine AGENDA MARKET KEY FIGURES NESTLÉ KEY FIGURES BRANDING STRATEGYlundi 21 novembre 2011
    • SU MARKET KEY FIGURES MARKET VOLUME // MARKET VALUE // COMPETITION // PORTER’S 5 FORCES SCHEMAlundi 21 novembre 2011
    • FRENCH BOTTLED WATER MARKET MARKET VOLUME (2010) Million liters Growth 8 600! 0,00%! 8 401 8 400! 8 143 -1,00%! 8 200! 8 000! 7 804 -2,00%! 7 800! 7 588 -2,50% 7 600! 7 396 -3,00%! 7 400! -2,80% -3,10% 7 200! -4,00%! 7 000! -4,20% 6 800! -5,00%! 2006 2007 2008 2009 2010 MILLION LITERS! Growth! Source :lundi 21 novembre 2011
    • FRENCH BOTTLED WATER MARKET MARKET VALUE (2010) Million euros Growth 3 900! 0,00%! 3 850 3 850! 3 787 3 800! 3 750! -1,00%! 3 698 -1,40% 3 700! -1,30% 3 645 3 650! -1,60% 3 597 3 600! -2,00%! 3 550! -2,30% 3 500! 3 450! -3,00%! 2006 2007 2008 2009 2010 Turnover! Growth! Source :lundi 21 novembre 2011
    • FRENCH BOTTLED WATER MARKET COMPETION Others 8,60% 24,50% 38,10% 28,80% Source :lundi 21 novembre 2011
    • SU PORTER’S 5 FORCES SCHEMA NESTLÉ WATERS Potential entrants FRENCH BOTTLED Suppliers WATERS MARKET Buyers Substituteslundi 21 novembre 2011
    • High entrance New brands barriers A new brand or a new •High investment required takedown that directly •A mature market competes with products that •A necessary «price» are positioned on the same positioning target •Importance of R&D Low risk Moderate risk Potential entrants FRENCH BOTTLED Suppliers WATERS MARKET Buyerslundi 21 novembre 2011
    • Potential entrants A very low negotiation power (Purifying agents, plastic or glass bottles suppliers) FRENCH BOTTLED Suppliers WATERS MARKET • Small sizewith suppliersbeverage giants negotiation of food & (tough like Nestlé) • Maybe on product quality ? Substitutes Low risklundi 21 novembre 2011
    • FRENCH BOTTLED Suppliers WATERS MARKET Buyers Substitutes Tap water : Other beverages : • Not in many regions, the same use • Sodas/Juices and more are • But is as good as tap water becoming more «healthy» oriented. bottled water High risk Low risklundi 21 novembre 2011
    • Potential Distributors entrants • Bottled with main distributors which negotiate waters producers have to are fighting to lower the pricesFRENCH BOTTLEDWATERS MARKET Buyers Consumers Substitutes •Consumers have a large choice available •Importanceloyalty is a key point on differenciation •Customerlundi 21 novembre 2011
    • FRENCH BOTTLED WATERS MARKET MATURE MARKET LOW PRODUCT DIFFERENCIATION IMPORTANT FIXED COSTS INDUSTRIAL GIANTS High Internal competition SUlundi 21 novembre 2011
    • SWOT Strengths Weaknesses • Market leader (World & France) • Products are more expensive than • Well developed quality process competitors products • Strong Research & Development • Substitute products (tap water) • Fast moving consumer goods • No “star” product • • Opportunities Threats • High price of products • Buyout of small brands • Development of store brands and first price • Creation of new brands products • Innovation of products • High level of competition • Mature and stable market • Innovation of competitors • • Development of quality norms •lundi 21 novembre 2011
    • NESTLÉ WATERS KEY POINTS KEY FACTS // GLOBAL STRATEGY // COMEPETITIVE POSITIONING // SEGMENTATION // MAPPINGlundi 21 novembre 2011
    • NESTLE WATERS IN A FEW WORDS LEADER on the French market 14 WATER BRANDS in France, 67 brands worldwide 33% market share in France (value) 1,6 bn liters sold in 2010, representing €6,4 bn A sustainable policy : -20% non sustainable activities by 2012. (2010)lundi 21 novembre 2011
    • A sustainable policy : -20% non sustainable activities by 2012. packaging Nestlé Waters has reduced packaging weight per litre -19% produced by 19% between 2005 and 2010 energy Nestlé Waters has reduced energy consumption per SU litre produced by 22% in its factories between 2005 -22% and 2010. water With 0.65 L additionnal water used to produce one liter in 2010, Nestlé Waters has reduced its water -34% use ratio by 34%.lundi 21 novembre 2011
    • NESTLÉ WATERS COMPETITIVE POSITIONING Analyse based on consumer value, know-how, ressources required at each step of the conception – manufacturing – distribution process. low 1 2 3 4 5 high SU MARKETING •  Range! •  Market share! PRODUCTION •  Productivity! •  Capacity! •  Localization! R&D •  Budget! •  Potential! FINANCE •  Range! Debts •  Market share! Financial Capacity HUMAN RESSOURCES •  Range! organization Internal Nestlé Waters Key Success Factorslundi 21 novembre 2011
    • PRODUCT SEGMENTATION SU Still water where Nestlé Water is market leader Sparkling water Nestlé Water is also leader on this market Aromatized water created in 1985lundi 21 novembre 2011
    • MAPPING Nature Social Individual value value Sciencelundi 21 novembre 2011
    • BRANDING STRATEGY KEY FIGURES // POSITIONING // PRODUCT // PRICE // PLACEMENT // PROMOTION SUlundi 21 novembre 2011
    • KEY FIGURES 2007 turnover : € 407 millions 6,55% market share within Nestlé Waters Present in 125 countries 25% on the French sparkling water market #1 International bottled sparkling water brandlundi 21 novembre 2011
    • SEGMENTATION 4,19% 95,81% Flavoured Sparkling water Sparkling water 88,58% 7,23% Mineral sparkling water Spring sparkling water 2010, in volume SUlundi 21 novembre 2011
    • POSITIONING Health Drug Beauty Vitality Beneficial Origin On table Legend Eat well Nature Local Pleasure Pleasurelundi 21 novembre 2011
    • PRODUCT Consumer experience #3 shape hearing #2 color #4 taste #1 green «pshiiiit» gaz & sexy design bubbleslundi 21 novembre 2011
    • PACKAGING Perrier nature Glass : 75 cl, Plastic : 50 cl Can : 33 cl 33 cl and 20 cl and 1 L Flavoured Perrier Plastic : 50 cl, Eau de Perrier Glass : 75 cl, 1 L Plastic : 1 L Subituuuudinelundi 21 novembre 2011
    • PRICE 0,39€ 0,44€ 0,50€ 0,53€ 0,70€ 0,70€ 0,77€ Higher prices in SuperMarkets than HyperMarkets 0.15€ / 0.20€ of difference SUBIRElundi 21 novembre 2011
    • DISTRIBUTION RETAIL DISTRIBUTION All kinds of bottles are present on store Good positioning (eyes and hands level)lundi 21 novembre 2011
    • DISTRIBUTION CATERING TRADE NETWORK Water represents 50% of non alcoholic sales in restaurants High competition with the «carafe» Eau de Perrier (1 L & 50 cl) is the 4th sold water Other ways of distribution are : Automatic distributors Bakeries...lundi 21 novembre 2011
    • COMMUNICATION GOALS SU •Reinforce the STRATEGY notoriety TARGET : 18-35 ANS •Originality and •Make the target younger conviviality • Advisors •To win new •Become a « pleasure • Active audience customers who look source » instead of on the website for new pleasure being a healthy water without sugar excess as their competitors •Develop the link the brand and the customerslundi 21 novembre 2011
    • COMMUNICATION Medias • TV • Internet : e-mailing • Club Perrier Non media • Touch point advertising in Catering Trade Network • Sponsoring : Rolland Garros • Promotionnal products • Flyerslundi 21 novembre 2011
    • COMMUNICATION Brand values • Impertinence & humorous • Social • Sensations & Emotions • Natural > Classic • Sparkling > Pleasure Various images of the brand : • Perrier Forever (history & origins) • Perrier Lifestyle (taste & quality) • Perrier Re-Source (energy & dynamic : "Lair, leau, la vie…") • Alternative (daring & cutting-edge : "Perrier cest fou")lundi 21 novembre 2011
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    • NESTLÉ WATERS CASE STUDY N°1 Thank you for your attention Marion DUCLAUX - Adrien DAMEZ - Jules CLEMENT - Laurent CHADIAN - Vincent DI LEONElundi 21 novembre 2011