iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)
This is a presentation done as a part of internship under Dr. Sameer mathur. It talks about the history and development of Evian and their stratergy to become world leaders
Case Study: Understanding the emotional impact of evian's sponsorship of Wimb...Ipsos UK
Ipsos ASI and Danone Waters case study, presented at WARC: Advertising Research Conference 2013, highlighting how mobile enables brands to optimise and improve their communications in real-time.
This is a presentation done as a part of internship under Dr. Sameer mathur. It talks about the history and development of Evian and their stratergy to become world leaders
Case Study: Understanding the emotional impact of evian's sponsorship of Wimb...Ipsos UK
Ipsos ASI and Danone Waters case study, presented at WARC: Advertising Research Conference 2013, highlighting how mobile enables brands to optimise and improve their communications in real-time.
Evian brand identity prism as a part of brand management-Alkesh Dinesh Mody I...Kartik Mehta
It's relevant to mention that Evian, as a global brand, has an strong esteem in its country of origin and is considered a strong local brand, which may have helped in its success as a global brand. Consumers in France have known Evian for many years and have developed a close relationship with it.
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, and this gap can be even broader in the rest of Europe, e.g. in the UK, Germany and Belgium.
Students Studying Abroad always strive to manage their finances and find it difficult to save money so they can fund their future needs. So here we are with 21 effective money saving financial tips for students using which they can save their money and handle their finances easily.
Evian brand identity prism as a part of brand management-Alkesh Dinesh Mody I...Kartik Mehta
It's relevant to mention that Evian, as a global brand, has an strong esteem in its country of origin and is considered a strong local brand, which may have helped in its success as a global brand. Consumers in France have known Evian for many years and have developed a close relationship with it.
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, and this gap can be even broader in the rest of Europe, e.g. in the UK, Germany and Belgium.
Students Studying Abroad always strive to manage their finances and find it difficult to save money so they can fund their future needs. So here we are with 21 effective money saving financial tips for students using which they can save their money and handle their finances easily.
MARKETING STRATEGIES
A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan.
TYPES OF STRATEGIES
General Marketing Strategies
Decision Area Strategies
Case studY 1: Evian - Roller Babies
CASE STUDY 2:WHOPPER’s “SACRIFICE”
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9. Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only EMOTIONAL BENEFIT FUNCTIONAL BENEFIT REASONWHY YOUTH HEALTH PURITY FEEL HAS DOES
10. A straightforward brief Evian needs a copy that : - goes up the brand ladder : Youth - is consistent with the brand heritage where it has one : babies as a symbol - is global / creates one universal platform - is web centered as few CBU’s have €€ - is viral (!!!)
12. A global viral launch remix of Rappers Delight by DTA TV in France and Belgium 60’’ / 30’’ D-DAY 60’’ reveal on YOU TUBE 2 amateur baby films Making of + babies interviews on the web June 15 July 3 (& 6) July 5 July 20 June 4
13. A viral launch with 2 streams Remix contest launched on social networks May 29 2009 2 amateur babies videos posted on June 4 and June 15 2009 Both leading to a global reveal on July 3
14. Viral starts at home Email to 12.000 Danoners – June 17 feel free to forward if you enjoyed it Similar email for customers and suppliers
15. Rollerbabies : success beyond expectations Driving massive PR 2. Strongly building image 3. Boosting sales in all geographies 4. Reaching a new target 5. Building a unique global Youth platform embodied by the Evian babies
16. Image : The campaign builds all brand pilars Iconicité An iconic brand of the bottled still water category A brand which is an iconof a healthy living An innovative brand An "avant-garde" brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origine / Pureté Santé The best water for babies A water which helps me to renew water in my body A water good for my health An extremely pure water A water that comes fromthe French Alps + 7 + 12 + 12 + 9 + 6
17. Business impact : strong across both clusters FRANCE UK 128 118 112 109 100 100 Source / Nielsen Panel Source / Nielsen Panel SINGAPORE USA - NY 132 106 114 121 100 100 Source / Nielsen Panel Source / Nielsen Panel
18. Reach of a new target which is not TV’s Exposure to Evian Campaign Period: 1st – 31st July Reachedbyboth YouTube and TV TV-contact(s) TV-campaign reach: 71.6% 0.2% 3.5% 3.5%incrementalreach YouTube* 95% of all YouTube contactshadno TV contact Figures are based upon the reach of any Evian content on YouTube YouTube contact(s) Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey