Case Study on EVIAN

1. Reasons
Behind
Evian’s
Success
Reasons Behind Evian’s Success

2. First Tell
me
About
The Brand

3.  French Brand.
 Owned by Danone Group.
 Entered in Us Market in 1978.
 Brand of Mineral Water.
 French Brand.
 Owned by Danone
Group.
 Entered in Us
Market in 1978.
 Brand of Mineral
Water.

4. a) Unique Brand Communication Effort
Reasons behindEvian’sSuccess

5. 1) Creative Development Of Ad Campaign
Water
babies
Live
Young
Communication effort

6. Water Babies Ad
Campaign had
1. 94% approval rating
in 1998.
2. 91% of recognition
score.
Communication effort

7. Live
Young
Ad Campaign
1.Got 254
million views
on You tube.
2.20 percent
most
Effective Add
ever.

8. Mission – What are the advertising objectives?
Money - How much can be spent and how to allocate the spending across
the media types?
Message – What should the ad campaign say?
Media – What media should be used?
Measurement - How the result should be evaluated?
b) Identifying the target market and buyer motives
By fulfilling the Five M’S-

9. c) Reaching Audience
Through Multiple Platform.
For Example-
1. Television ads
2. Print ads
3. T_Shirt

10. 1. Television Ads.

11. 2. Print
Ads

12. 1. To promote in asia,
Evian had the idea
of creating T_Shirt.
2. The T_shirt was a
huge success
globally and
created the desired
brand awareness.

13. d) Promotional Operation
Through Events.

14. • Evian Created first women’s golf open championship.
• It was broadcasted over 167 countries.
Promotional operation

15. Evian is the official water brand
for the
Wimbledon Tennis Tournament.

17. Evian made
Maria
Sharapova
and madison
keys as their
Brand
Ambassador.

18. Brand Identity of
Evian

19. Evian’s Competitors
24% : Crystal Geyser
23%: Fiji
28%: Others

20. Summary
Reasons behind Evian’s Success
1. Unique Brand Communication effect
a) Creative development of advertising campaign
b) Identifying the target markets and buyer motive’s
2. Reaching audience through multiple platform
a)tv ads
b)print ads
c)T_Shirt
3.Identifying the target market and buyer’s motive.
4. Promotional operation through event and experiences.
Brand Identity of Evian.
Competitors

21. Disclaimer- Created by Nixon Dutta,IEM Kolkata during a
marketing internship by Professor Sameer Mathur, IIM
LUCKNOW.