Marketing Research - Evian

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Marketing Research - Evian

  1. 1. U.C.  Berkeley  Extension   MarkeCng  Research    Peter  Young   2010evianresearchproject   Caterina  Simone5o  Ι  Marcelo  Brescia  Ι  Sherly  Cho  Ι  Takumi  Kodani  
  2. 2. SUMMARY 1   Company overview 2   Evian water 3   Target 4   Competitive profile 5   Research objectives 6   Survey methodology 7   Research results 8   Recommendations
  3. 3. COMPANY OVERVIEW   French brand   Owned by Danone Group   Entered in US market in 1978   Brand line: healthy and beauty products  
  4. 4. EVIAN WATER   Traditional and online media   High quality water  spring + sponsorships water from the Alps   New signature message   04 different sizes + limited “Live Young” edition packaging   Environment friendly   Premium water   Presented in superstores and pharmacies
  5. 5. TARGET  All ages  Higher discretionary incomes  Multi-ethnic people TARGET 2    Healthy and authentic lifestyle TARGET 1    Well-Informed (normally know about the product that they are buying)  Concerns over the environmental issues
  6. 6. COMPETITIVE PROFILE HIGH  PRICE     Hard competition involving quality (mostly focusing on source types) and prices PRICE     Environmental positioning is no more an option, but a necessity LOW  PRICE     Increasing of threats, such as tap water and flavored water SPRING  WATER   PURIFIED  WATER   SOURCE  TYPES  
  7. 7. RESEARCH OBJECTIVES  Where is Evian standing in the U.S. market?  How do U.S. consumers see Evian ?  What should Evian do towards the future in the U.S. market?
  8. 8. SURVEY METHODOLOGY   Survey of convenience   Self-administered online survey @ Survey Share   12 structured questions:   1 to 3 – demographic data   4 to 8 – customer’s relation with bottled water   9 to12 – specific variables related to Evian  
  9. 9. SURVEY RESULTS 82 RESPONSES Ι 52% FEMALE Ι 48% MALE -88% buy bottles of water 1) How often -51% of people who purchase bottled water are young (between 25-32 years old) do people purchase bottled water?   -41%  at work 2) When do people drink water? -26% of men  at home -28% of women  during exercises   -41% of men :Price 3) Factors considered when -49% women :Quality purchasing water 4) Perception of Evian High Quality Premium water
  10. 10. SURVEY RESULTS 40% of the interviewee answered that the best 5) Evian’s pricing pricing is between $0.82 -$1.25 -People over 41 years old Then, who is the most -Surprisinlgy 22.5% of young people between price sensitive? 18-24 yrs old are willing to pay more for quality   High Quality perception both in Females and 6) Factors who influence the Males purchase -38% said: cheaper bottled water (Aquafina and Dasani). 7) Threats to Evian (42% of these are people from 18-40 years old) -24% said :tap water -24% :Crystal Geyser 8) Evian’s competitors -23% : Fiji -28% : others
  11. 11. RECOMMENDATIONS FACT 1: almost 90% bottled water + 75% bottled water more than once/week  RECOMENDATION 1: Keep developing sustainable actions FACT 2: 40% normally consume bottled water while working  RECOMMENDATION 2: Direct part of communication/distribution to workplace
  12. 12. RECOMMENDATIONS FACT 3: The biggest competitor of Evian = Crystal Geyser + other “cheaper" brands RECOMMENDATION 3A: Start offering other types of benefits to their consumers (ex) sweepstakes, special events, cross-selling, etc. RECOMMENDATION 3B: Develop some contents to get closer to the target RECOMMENDATION 3C: Expand distribution to convenience stores in office areas
  13. 13. RECOMMENDATIONS FACT 4: The majority considers Evian high quality/premium water RECOMMENDATION 4A: Focus of the campaign in the other benefits that Evian can offer to their consumers RECOMMENDATION 4B: Develop a more in-depth survey FACT 5: Constant price reduction - specific brands and/or private labels brands RECOMMENDATION 5: Maintain premium positioning + develop brand extension line with further focus in the low household income segment
  14. 14. U.C.  Berkeley  Extension   MarkeCng  Research    Peter  Young   2010evianresearchproject   Caterina  Simone5o  Ι  Marcelo  Brescia  Ι  Sherly  Cho  Ι  Takumi  Kodani  

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