Evian is a French premium mineral water brand established in 1789. The document provides recommendations for Evian's branding strategy to further develop the market and enhance awareness of Evian as a luxury brand. A survey was conducted of 140 respondents from different age groups and income levels. The recommendations include out-of-home advertising, print ads promoting health and elegance, event sponsorships, celebrity endorsements, product placements, informational TV programs and roadshows, and emphasizing Evian's environmental commitments.

1. Branding strategy of
Eivan
Yann BERGER
January 2013

2. Established in 1789
Prestigious brand heritage with a
focus on providing healthy mineral
water.
Key health benefits:

3. Enhance brand awareness of Evian as a luxury brand
To develop a strategy to help Evian, a French premium
water brand, to further develop market

4. Interview period: November, 2012
Target: General Public
Survey Method: Street Interview + Online Questionnaire
No. of respondent: 140
Respondent Composition
revenu faible
revenu
intermédiaire
revenu
élevée
les jeunes 20 26 4
les personnes entre deux
âges
10 26 34
les vieux 2 10 8

5. Question 1: “Please think of 3 luxury brand.”
• Unaided question
• Evoked set
Question 2: “Have you heard of a brand called
„Evian‟?”
• Aided question

6. Question 1

7. Question 2: Position of age

8. Question 2: Position of Revenu

9. OOH (Out-of-Home)
Escalator digital signage in selected stations
Outdoor billboard
Airport advertising
Eye-catching advertisements

10. Print Ads
high-end magazines, e.g. Cosmopolitan, Fortune
Key messages
Evian‟s elegant image
Product benefits of unique water source
and good for health
Elegant
Health

11. Event Sponsorship
• Hong Kong Tennis Classic 2011
• Central Rat Race
• Charity Dinner

12. Objectives:
Position Evian as brand admired by every one
Opinion Leaders, such as Celebrities Endorsement
Celebrities image which match with Evian brand personality
Product Placement
Hong Kong Movies: plot, e.g. High end hotel scene, first-
class cabin, private jets

13. TV Program introducing the
essence of water and quality of
Evian.
Roadshow in places where our
target customers visit very often,
e.g. Time Square, Hotels
Objectives:
Educate on the healthy benefits of Evian water

14. Advertisements
Print ads:
Advertorial ad: more information giving
Point of Purchase
In-store: information booth
Advertorial Ad -
EXAMPLE
Evian Target
Group Health Conscious

15. Evian Target Group
Environmental Conscious
1. Promote Evian‟s environmental protection commitment
2. Launch more glass bottle Evian
3. Evian bottle and water refilling machine

16. 1. Promote Evian’s environmental protection
commitment
An eco-friendly bottling plant certified ISO
14001
98% garbage recycled and condensed by 25%
for added efficiency
Use of environmental-friendly transport
r-PET plastic bottles

17. Promote Evian’s environmental protection
commitment
 Informative booth in distribution channels
 Contribute a portion of the revenue to eco-friendly groups
 Sponsor environmental protection events

18. Recommendation
Glass bottle Evian
 100% recyclable
 Prestigious feeling
 2 different sizes
Elegant occasions
Individual consumption