Introduction
Throughout this essay I will use theories and my own research research to assess the performance of Evian. I will explore past and current practises, analyse future opportunities, and critique the visual identity; all in comparison to competitors. Overall I aim to assess and present the value of the brand.
Overview
Evian began as a French premium brand, and after local success was launched globally in the late 1970s to appeal to the growing trend of wellness and a healthy lifestyle (Forsyth, 2010). Evian spring water is sourced from the Alps, and sold in superstores and pharmacies (Young, 2010). The water has remained the same since the start and the bottle variety is limited, so Evian use ‘the marketing concept’ to target the products to the right public and aim to deliver “desired satisfactions better than the competitors do” (Armstrong and Kotler, 2011). The current target market is still people concerned with their health, although recently competition from other cheaper bottled waters and tap
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This means that Evian has a range of direct and indirect competitors, some of which have a competitive advantage due to low cost (Porter, 2004). Others are similar premium brands, and two which I will focus on are Fiji and Smartwater.
Smartwater was launched in the US in the 1990s, and is a premium water brand with a processing technique which gives a unique taste and therefore has differentiation. The brand is owned by Coca-Cola and recent market development means it has been launched in the UK, its first European country (Coca-Cola GB, n.d.). Fiji’s unique selling point is not allowing any human hands to touch the water. Again this differentiation originates from the manufacturing process, rather than potential health benefits and the
To begin, the article, “Water Water Everywhere-in Bottles,” the author uses logos to show that the water bottle industry and the soda industry are competing. Because there are so many different brands of water, the water industry is set to outsell the soda industry. The article shows many facts about water bottles and how they compare to soda such as, “Between 2000 and 2014, capita bottled water consumption more than doubled to 34.02
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
Fiji Company is one of the top bottle water brands in the United States. Fiji was “founded in 1996 out of the desire to share the earth’s finest water with the world” (Fiji, n.d). Its water is being exported from the Fiji islands around the world across fifty countries and the United States. According to the company’s website, their water is “slowly filtered by volcanic rock [where] it gathers minerals and electrolytes that create Fiji’s soft, smooth taste.” Although they say their water comes from this exclusive source, “the manufacturing process is energy-intensive and produces toxic byproducts. The plant that makes the bottles is one part of Fiji you’ll never see pictured on a Fiji Water bottle” (Niman, 2007, para. 7). Of course the company will always show th...
Years ago, the concept of selling water was laughable. Why would anyone pay for something they can get for free almost anywhere? Plumbing and free drinking water fountains are as old as Western Civilization. Selling water to a man with a faucet, or even a well, resembles the cliché of selling ice to an Eskimo. Consumers were intelligent enough to recognze that "evian," the name of the pioneering French drinking water bottler, was simply "naïve" spelled backwards. Yet by 1988 evian sold over 1 billion liters of water, all still bottled at the source in Evian-les-Bains, France(1). Competitors and entrepreneurs sensed a change in consumer tastes. In 1987 Suntory Ltd of Japan established Suntory Water Group in the US. It quick...
FIJI Water (FIJI) is a brand of bottled water that is derived from an aquifer in the Nakauvadra Mountains in Fiji. FIJI was created for international distribution in 1995, under the corporate name of Natural Waters of Viti Ltd. It was marketed to appeal to health-conscious and image oriented consumers by touting the water’s silica-rich property that has been attributed to anti-aging and immunity boosting. FIJI Water has captured a large share in the bottled water industry in the niche premium segment alongside Evian and Perrier. The initial success of FIJI has been overshadowed by multifaceted issues that were exacerbated by management’s actions.
First, bottled water is a convenient product that is not a substitute for tap water, rather bottled water is for consumers to use on the go. Suppliers of bottled water would agree with that bottled water is not a substitute for tap water and is for convenience, however, more and more people are switching to bottled water as their main source of water. A 2003 Gallup poll showed that 74% of Americans drink bottled water, with 20% consuming it exclusively. The irony is that most bottled water comes from municipal water sources. About half of all bottled water sold in the United States today is filtered municipal tap water. Nestle is the only brand compared to Coke’s Dasani and Pepsi’s Aquafina that sells from both municipal and spring sources. Nestle Waters is the largest and most profitable bottled water firm and biggest supplier of spring water. In North America, Nestle profits of $4.2 billion in 2009. It owns 15 water brands and operates 50 spring water extraction sites in 15 U.S. states.” The reason the bottled water industry is getting so large and profitable business for corporations is in part with campaigns targeting the positive aspects of bottled water, while altering the public’s perception of tap water at the same
According to the “Competition in the Bottled Water Industry in 2006 Case,” bottled water industry became the one of the world’s most attractive beverage categories, as more and more people began to focus on health and fitness. Consumers start realizing the need of proper hydration, and they began purchasing bottled water instead of drinking tap water, because they were worried about safety of tap water, which tasted like chemicals. Actually, tap water contained chemicals, such as chlorine and fluoride, which are harmful for human body; however, this problem was solved when the bottled water was brought to the market. Due to bottled water’s convenience, purity, and portability, and safety, bottled water industry began to rise rapidly. During
Flashy marketing has caused many people to believe that something special is contained within bottled waters fancy plastic shell. In fact, most of the time, bottled water is just pure tap water placed in a bottle and packaged a pure “spring water”
2. What were the critical marketing decisions that helped Tesla stand out among other companies and become the lead innovator in its
A brand goes way past the real element, the brand turns into an image of a specific lifestyle, and a attitude and personality. A brand is an image that passes on the atmosphere of importance. Brands organize pictures, characters and lifestyles into sensib...
Clean water is needed for good human and animal health, but as DoSomething.org states, over 1 billion people worldwide don’t have a means of getting clean drinking water, an...
Market Share Competitors in Germany & Austria More than 50%. Competitors in Switzerland & Germany Almost 50%. P&G and Unilever together (in 1980s) Almost 80%. Private brands (by 1990) 10-30%.
Having clean water to drink means that water must have microbial, chemical and physical characteristics that meet WHO guidelines or national standards on drinking water quality. Around 780 million people in the world don’t have access to clean drinking water (Millions Lack Safe Water). More than 3.4 million people die each year from water, sanitation, and hygiene-related causes. Nearly all deaths, 99 percent, occur in developing countries. Around the world, diseases in unclean water kill about 1,400 children every day (Clean Drinking Water). There are many organizations that raise money in order to help develop ways or create ways for people to obtain clean drinking water. However, many people are unaware that this is even a problem in other countries because we take clean water for granted.