This document summarizes a marketing research project conducted for Evian water in 2010. An online survey was administered to gather information about consumers' bottled water purchasing habits and perceptions of Evian. Key findings included that most purchase bottled water at least once a week, often while at work, and consider quality and price as important factors. Younger consumers were identified as the most price sensitive. While seen as high quality, competitors like Crystal Geyser and cheaper private label brands were threats. Recommendations focused on emphasizing sustainability, targeting workplaces, enhancing the value proposition, and developing brand extensions.

1. U.C.
Berkeley
Extension
MarkeCng
Research
Peter
Young
2010evianresearchproject
Caterina
Simone5o
Ι
Marcelo
Brescia
Ι
Sherly
Cho
Ι
Takumi
Kodani

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. COMPANY OVERVIEW
 French brand
 Owned by Danone Group
 Entered in US market in 1978
 Brand line: healthy and
beauty products

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. U.C.
Berkeley
Extension
MarkeCng
Research
Peter
Young
2010evianresearchproject
Caterina
Simone5o
Ι
Marcelo
Brescia
Ι
Sherly
Cho
Ι
Takumi
Kodani