View
28.578
Download
1
Category
Preview:
DESCRIPTION
Citation preview
2010evianresearchproject
Caterina Simone5o Ι Marcelo Brescia Ι Sherly Cho Ι Takumi Kodani
U.C. Berkeley Extension MarkeCng Research
Peter Young
SUMMARY
Company overview 1
Evian water 2
Target 3
Competitive profile 4
Research objectives 5
Survey methodology 6
Research results 7
Recommendations 8
COMPANY OVERVIEW
French brand
Owned by Danone Group
Entered in US market in 1978
Brand line: healthy and beauty products
EVIAN WATER
High quality water spring water from the Alps
04 different sizes + limited edition packaging
Environment friendly
Traditional and online media + sponsorships
New signature message “Live Young”
Premium water
Presented in superstores and pharmacies
TARGET
All ages Higher discretionary incomes
Multi-ethnic people Healthy and authentic lifestyle
Well-Informed (normally know about the product that they are buying)
Concerns over the environmental issues
TARGET 1 TARGET 2
COMPETITIVE PROFILE
PURIFIED WATER
HIGH PRICE
LOW PRICE
SPRING WATER
PRICE
SOURCE TYPES
Hard competition involving quality (mostly focusing on source types)
and prices
Environmental positioning is no more an option, but a necessity
Increasing of threats, such as tap water and flavored water
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?�
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
SURVEY RESULTS
3) Factors considered when purchasing water
-41% of men :Price -49% women :Quality
4) Perception of Evian High Quality Premium water
1) How often do people purchase bottled water?
-88% buy bottles of water -51% of people who purchase bottled water are young (between 25-32 years old)
2) When do people drink water?
-41% at work -26% of men at home -28% of women during exercises
82 RESPONSES Ι 52% FEMALE Ι 48% MALE
SURVEY RESULTS
5) Evian’s pricing 40% of the interviewee answered that the best pricing is between $0.82 -$1.25
Then, who is the most
price sensitive?
-People over 41 years old -Surprisinlgy 22.5% of young people between
18-24 yrs old are willing to pay more for quality
6) Factors who influence the
purchase
High Quality perception both in Females and Males
7) Threats to Evian
-38% said: cheaper bottled water (Aquafina and Dasani). (42% of these are people from 18-40 years old) -24% said :tap water
8) Evian’s competitors -24% :Crystal Geyser -23% : Fiji -28% : others
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
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
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
2010evianresearchproject
Caterina Simone5o Ι Marcelo Brescia Ι Sherly Cho Ι Takumi Kodani
U.C. Berkeley Extension MarkeCng Research
Peter Young
Recommended