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Perrier

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Perrier

  1. 1. Strategic Brand Management Perrier Sigolène Naugès – Fanny Gilbert – Jean Robert 1
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  3. 3. ORGANIZATION AND KEY FIGURES -Production: 805 million bottles of all sizes -45% of export sales -9 bottling lines -1300 people on the site of Vergèze to produce the famous Perrier, Perrier and Perrier water FLUO. 3
  4. 4. CONCEPT Creator: St JohnYear: 1903 Harmsworth Positioning: little, French, elegant, festive,Advertising slogan: the “champagne“Perrier, champagne of table water”of table water » Marketing concept: High-end product to entice British consumers 4
  5. 5. PHILOSOPHY 5
  6. 6. STRATEGY SALES: -Development Perriers brand recognition. -Advertising, sagas of the century.WEBSITE: -Promotion of the little bottle as aMassive modernization plan luxury product: smartness, symbol ofLarge brand content the party, as champagne does.Story telling ENDORSEMENTS: Attractive advertising campaigns in association with very famous artists 6
  7. 7. STRATEGYPRICING: EVENTS:From 1,90 to 4,20euros for the basic Rolland Garrosbottle, depending onthe point of sale Various events and parties all over the cities of the world 7
  8. 8. DISTRIBUTION 8
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  12. 12. PRINT Le mirage Agency : Ogilvy & Mather Agency : Ogilvy & Mather Director : Ken Ralston Director : Ridley Scott Date first broadcast : June Date first broadcast: March 93 91La lionneAgency : Ogilvy & MatherDirector : Jean-Paul GoudeDate first broadcast : November90 Agency : Publicis Director : Bruno Aveillan Date first broadcast : Agency : Ogilvy & Mather Décembrer97 Date first broadcast : Jully 1998 and 1999 12
  13. 13. PRINT 13
  14. 14. PRINT 14
  15. 15. PARTNERSHIPS/ENDORSMENTS 15
  16. 16. PARTNERSHIPS/ENDORSMENTS 16
  17. 17. PARTNERSHIPS/ENDORSMENTS 17
  18. 18. PARTNERSHIPS/ENDORSMENTS 18
  19. 19. PARTNERSHIPS/ENDORSMENTS Sophia Wood 19
  20. 20. WEBSITES The official website 20
  21. 21. WEBSITES The additionnal website 21
  22. 22. WEBSITES The additionnal website 22
  23. 23. WEBSITES The additionnal website 23
  24. 24. WEBSITES The additionnal website 24
  25. 25. WEBSITES The additionnal website 25
  26. 26. WEBSITES Year : 2011 Agency : Ogilvy & Mather 26
  27. 27. SOCIAL NETWORKS 27
  28. 28. SOCIAL NETWORKS 28
  29. 29. SOCIAL NETWORKS 29
  30. 30. CONCLUSIONA strong and innovative brand imageA noticeable brand recognitionA continuous 360° communicationA original use of marketing 30
  31. 31. THANK YOU FOR YOUR LISTENING ! 31

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