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Evian case study
- 4. Continuous innovation Powerful hold on managing mass communication Evian's choice of associating with advertiser BETC Paris
- 5. Established ‘passion point’ within health / wellness, arts, culture, creative fitness Create new ‘Live Young’ content Seed Product with key life style media and influencers within in target markets
- 6. “The water you drink is as important as air you breathe” “The original” “Live young”
- 18. The biggest competitor of Evian = Crystal Geyser + Other cheaper brands
- 20. 40% Normally consume bottled water while working The majority considers Evian high quality/ premium water Constant price reduction
- 21. Thank Disclaimer This presentation is made by Ishani Patni during Marketing Internship under Pro. Sameer Mathur.
Editor's Notes
- In this presentation we are going to have an overview on Evian case study Water is the ultimate natural element. There is no healthier, simpler way to hydrate our bodies than through natural mineral water
- So what is evian? Its one of the most famous mineral water brand owned by the French group Danone. Evian water was sourced from a natural spring and became known for its healing property
- Evian is the most famous still water in the French market, as it's also in the rest of the world. It has a premium status in the market, and usually is three times more expensive than other brands of spring water in France.
- In spite of all these drawbacks evian influenced its consumers how It has been possible due to its creativity.
- Danone has made every effort to ensure that its brands offer the right formats, natural goodness and health oriented alternatives to people of all ages. Its bottles are designed for style and practicality They innovated on bottle shape and the use of influencers in the space. Evian was the first to commercialize the innovative Nature MultiPack technology
- The example of Evian is a salutary reminder that it takes more than great creativity to keep a brand strong and successful.
- Ads are cultural intermediaries, which mediate between advertisers and consumers. In other words, advertisers explain the meaning of their products through ads.
- The advertisers of Evian want to represent their water as one that can keep adults young at heart.
- Water baby ad campaign This campaign made the brand evoked youth that had through babies swimming in synchronicity
- Then This ad was an instant hit and spawned over 254 million views.
- Then came This campaign’s main target to market evian brand in india. This campaign got huge success globally
- I feel there is no need to tell about this ad campaign. It had 300 million views. And had a huge roll to spread brand awareness So we can say Evian’s ad campaigns wwre one of the big reason of brands success
- Evian has marketed its brand through different different marketing channels like digitally, tv and cinema, the live young training website and newspapers
- Evian sponsored events to make its reach as much public as it can
- It sponsored sports championships and paris fashion show and many other events that were crowded by youngers
- Beside all of these Evian had a competitive profile
- It has also competitor brands Those products were cheaper
- It has a premium status in the market, and usually is three times more expensive than other brands of spring water in France, and this gap can be even broader in the rest of Europe
- These are the facts arise during case study Evian sold in 143 countries It has more than 15 years of natural filtration 40% carbon footprint reduction its bottles are 100% recycle it has a reliable mineral balance of 309mg/L More than 300 million views for its baby and me campaign
- So at last we can say After having lot of drawbacks evian’s got success just because of its effective brand communication