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Branding strategy of
Eivan
Yann BERGER
January 2013
Established in 1789
Prestigious brand heritage with a
focus on providing healthy mineral
water.
Key health benefits:
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
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
Question 1: “Please think of 3 luxury brand.”
• Unaided question
• Evoked set
Question 2: “Have you heard of a brand called
„Evian‟?”
• Aided question
Question 1
Question 2: Position of age
Question 2: Position of Revenu
OOH (Out-of-Home)
Escalator digital signage in selected stations
Outdoor billboard
Airport advertising
Eye-catching advertisements
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
Event Sponsorship
• Hong Kong Tennis Classic 2011
• Central Rat Race
• Charity Dinner
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
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
Advertisements
Print ads:
Advertorial ad: more information giving
Point of Purchase
In-store: information booth
Advertorial Ad -
EXAMPLE
Evian Target
Group Health Conscious
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
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
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
Recommendation
Glass bottle Evian
 100% recyclable
 Prestigious feeling
 2 different sizes
Elegant occasions
Individual consumption

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Evian branding

  • 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
  • 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