This document outlines a research plan for Mattoni, a Czech mineral water company founded in 1864. It discusses conducting research on consumer behavior, Mattoni's history and product, implementing a target marketing analysis and strategy. The strategy involves sponsoring sports and festival events to promote an image of health, strength and longevity. New campaigns will focus on health, religion, youth and holidays. The eagle symbol will represent freedom and strength in new branding to appeal to broader segments.

1. MATTONI
MATTONI
Consumer Behavior Research Plan
Paulina Jaswiec Consumer Behavior MK527

2. The taste of nature,
passion for life.
Today as in 1873
Celebrating 140 Years
“
”

3. Content Layout
• Why drink water?
• History
• Research Design
• Implementation of the Research Design
• Market Analysis
• Market Strategy Decision
• Conclusion

4.  70% of human body is H2O
 Czech’s drink ½ the water intake
their body needs
 Dehydration leads to kidney & liver
problems, colon cancer
 Water flushes toxins
 2 to 3 liters a day is needed
Why Drink Water

5. MATTONI
History
T h e L e a d i n g N a t u r a l S p r i n g W a t e r
• Founded 1864
• Mineral water from Karlovy Vary
• Discovered by entrepreneur Heinrich Mattoni (Italian & German)
• Kyselce Doupouske Region
• Expanded from plant to spa
• Best quality- among the best in Europe
• Took 1st price “Czech Still Water”
• Top producer in CZ: spring & mineral water
• Considered a “Super-Brand”

6. • From deep ancient wells
– Volcanic bedrock (“secret to the
composition”)
• Submerged in the unpolluted forest
– Little carbon foot print (secret to the purity)
• Since slow process:
– mineral content daily drinkable
• Clinical studies
– Proved the medical benefits
– magnesium, calcium, sodium, potassium, and
others in raw form
MATTONI
Product Research
P r o d u c t d i f f e r e n t i a t i o n m e t h o d
Process of making product more attractive to target market and more unique than competitor

7.  Iconic Look
 ‘Green’ Bottle
 Innovate Package
 Stylish Among Target group
 Follows Design Aesthetic & Ergonomics
MATTONI
Target Marketing Analysis
M e s s a g e i n t h e B O T T L E
• Stated Czech market now 16 other countries.
• For people whom enjoys and celebrate life.
• The ergonomic look to it encourages creativity.
• Inspired to be a healthier & active individual.
MATTONI Consumer :

8. MATTONI
Strategic Marketing Analysis
Mattoni Company Strategy: SEED TO GROW (planting a seed in a variety of markets)
Athletics
Social
Celebrations
Dining
Business
Meetings
Kinder Safe
Knowledge
Retention
Art Brain Fuel
Because everyone water

9. • Stands for:
– Stability
– Quality
– Healthy & Active lifestyle
– Innovate/ Modern Design
• Styles:
– Flavored
– Natural
– Non Carbonated
– Flavored Non-carbonated
• Fairly New to Market:
– Mattoni “Sport”
– Special bottle
– Mattoni “Active”
– Vitamins & energy
MATTONI
Implementing Research Design
“ T h e b o t t l e t h a t f i t s i n y o u r h a n d s ”
“Modern, bold design is decades hallmark of excellence for Italian
products”
Pinanfarina Clan Design Studio (sports car designer)- ergonomically shape

10. MATTONI
Strategic Marketing Because everyone is of water
Look she’s even wearing it …. glamorous & elegance

11. MATTONI
Marketing Promotion
Living Strong & Long
• Minor Sport Events
– Water Sports Competitions
• Rowing, Canoe Racing, Water Racing
• Social Sport Events
– World Cup
• Sponsor
– NBL
– Prague Marathon
• Festival
– Mattoni Band Zone-
• for young people for fun
– Prague Food Festival

12. MATTONI
Marketing Promotion
Living Strong & Long

13. MATTONI
Marketing Management
M e s s a g e i n t h e B O T T L E
Eagle
Represents: Freedom & Strong
Fighter
Elegance, Beauty, Resilience
(now added to bottle design)
New Slogan:
“Designed to Fly Higher”
New Brand Development

14. MATTONI
Marketing Management
New Brand Development: Water With Reputation
The story behind the EAGLE:
The wild Czech tan countryside eagle that has been exploring
the mysterious world is ready to return back to it’s pure, quiet
and magical homeland.
The MARKETING behind the story is trying to say:
Although being a founded my Italian and Germany
entrepreneur, water was taken from the Czech Republic. This
Sacred terrain is being honored for producing such a top
product.
This is a chance to win back some of the other segment, or
pick back up the groups who have lost credibility in Mattoni
Company

15. MATTONI
Marketing Management
M e s s a g e i n t h e B O T T L E
New Campaigns
• Heath
• Religion
• Toward Youth- music
• Calorie intake
• Holiday Marketing
• New Year
• Christmas
• Weight Control

16. References
• Free, T. (2012, September 7th). Bottle that Fits
in Your Hands. Ekonom Magazine. Retrieved
from: http://ekonom.ihned.cz/c1-56325210-
lahev-ktera-padne-do-ruky
• Mattoni (2013). Mattoni Celebrated 140 Years.
Company website:
http://magazin.mattoni.cz/mattoni/
• http://www.superbrands.cz/fileadmin/template
s/pdf/2006-07_ENG_BOOK_1-51_26.pdf
• http://www.runczech.com/en/events/mattoni-
olomouc-half-marathon-2013/index.shtml
• https://www.facebook.com/mattoni140?rf=104
060552964132