Evian

Case Study Presentation

 About evian
• Évian is a famous mineral water brand owned by
Danone, a French multinational corporation

• In addition to the mineral water, Danone Group

uses the Évian name for a line of organic skin care
products as well as a luxury resort in France.

• The source of water is near Évian-les-Bains, on the

south shore of Lake Geneva situated in the northern
Alps in France
• Each year, approximately 1.5 billion
water bottles are sold in more than 140
countries across the world.

• According to the market research

company Millward Brown, the Evian
brand can be valued at more than a
billion dollars.

• The success of the brand is a result of

continuous innovation and powerful and
original marketing communication.
The evian Story
Let’s take a look back to where it all
began: 1789 to be exact. This wasn’t
just any year, it was the most
important year in evian water history:
the year their natural spring water
source was discovered by a local
French nobleman, the Marquis de
Lessert, in the town of Évian-les-
Bains. While out on a walk, he got
thirsty and drank from what turned
out to be far more than any ordinary
spring. The Marquis found this
particular water to be so ‘light and
easily drinkable’ that he started
drinking it regularly.
The evian Story
Word got out and the spring became so
popular that Monsieur Cachat began
selling bottles of its water to the local
community. Soon after, people wanted
more than to just drink the water, they
wanted to be fully immersed in it. In 1806,
the first thermal spa opened, followed in
1826 by the first bottling facility. The town
became a popular, fashionable destination
for visitors from all over Europe and
beyond. Ever since, their water has
become synonymous with health,
hydration, and a humble town in the
French Alps.
The evian Story
Keeping with their passion for
pioneering, Danone Waters of
America became the first to
import a premium natural spring
water brand–evian–in the US and
Canada in 1978, but evian didn’t
stop there.
The evian Story
evian strove to make
their water in the US
and Canada more
sustainable and have
achieved Carbon
Neutral certification
from Carbon Trust
since 2017. Moving
forward, they strive to
be recertified as carbon
neutral every year.
The evian Story

And speaking of certifications to be proud

of, Danone Waters of America was
officially certified as a B Corp™ in 2019.
Becoming a B Corp™ represents evian’s
commitment to meeting high standards of
social and environmental impact,
transparency and accountability.
 MARKETING MIX : PRODUCT
STRATEGY
 THE EVIAN PRODUCT BELONGS TO THE FRENCH FOOD GROUP CALLED
DANONE. THE PRODUCT COMMUNICATES ON THE QUALITY OF ITS
WATER AND THE BENEFITS IT HAS ON OUR HEALTH. ITS PRODUCT IMAGE
IS ASSOCIATED WITH PURITY, YOUTH AND WELL-BEING.
 IT PROVIDES FOUR DIFFERENT VARIETIES OF SIZES OF BOTTLES
ACCORDING TO THE AGE GROUP AND ALSO OFFERS LIMITED EDITION
PACKAGING WHICH ATTRACTS THE CUSTOMER TO BUY THE PRODUCT.
 IT IS A PREMIUM WATER, CUSTOMERS PURCHASE EVIAN WATER FOR
SHOWING THEIR SOCIAL STATUS, IDENTITY AND ECONOMIC POWER AND
DUE TO THE IMAGE THAT EVIAN PROVIDE TO CUSTOMER, EVIAN IS
ATTRACTING MANY UPPER AND UPPER-MIDDLE CLASS.
 THEY OFFER A PRODUCT THAT HAS HEALTH BENEFITS WHICH CAN BE
FOUND EASILY IN SUPERSTORES AND PHARMACIES AND IT IS
ENVIRONMENT FRIENDLY, FOCUSING ON YOUTH, ACCESSIBILITY AND
HIGH-END POSITIONING
 THE NEW SIGNATURE MESSAGE OF EVIAN WATER IS “LIVE YOUNG”
WHICH BENEFITS BENEFITS US WITH HEALTH BENEFITS.
PRODUCTS
THERE’S NOTHING MORE ESSENTIAL TO LIFE THAN WATER, AND EVIAN NATURAL MINERAL
WATER HYDRATES YOU THE WAY NATURE INTENDED: WITH NO EXTRA ADDITIVES OR
ENHANCEMENTS, JUST ITS NATURALLY OCCURRING ELECTROLYTES AND MINERAL
COMPOSITION. ALL OF OUR PRODUCTS ARE DESIGNED TO BRING YOU NATURAL MINERAL
WATER STRAIGHT FROM THE FRENCH ALPS, SO YOU CAN ENJOY THE DISTINCTIVE COOL,
CRISP TASTE OF EVIAN ANYTIME, ANYWHERE .THEY OFFER A VAST RANGE OF EVIAN
PRODUCTS SO THAT ONE CAN EFFORTLESSLY ENJOY NATURAL MINERAL WATER AT ANY
MOMENT OR OCCASION IN ONER LIFE. WHETHER ONE NEED HYDRATION ON-THE-GO, A
LUNCHBOX COMPANION, OR ARE JUST LOOKING TO ELEVATE A MEAL WITH OUR GLASS
BOTTLES, THERE’S AN EVIAN PRODUCT THAT’S PERFECT FOR ONE.

THE FUTURE OF PACKAGING IN MIND

WHEN IT COMES TO PACKAGING INNOVATIONS THAT BENEFIT THE ENVIRONMENT AND IN
TURN, THE PEOPLE, GOOD IS NEVER GOOD ENOUGH. AS WE WORK TO REIMAGINE THE
PACKAGING LANDSCAPE, OUR EFFORTS ARE IN VAIN IF THESE INNOVATIONS AREN’T
ACCESSIBLE TO OR PRACTICAL FOR PEOPLE EVERYWHERE. THAT’S WHY WE’RE
PARTNERING WITH INNOVATIVE BRANDS LIKE SOMA AND VISIONARIES LIKE VIRGIL ABLOH
TO CREATE FORWARD-THINKING YET PRACTICAL DESIGNS FOR THE FUTURE.
PRODUCT RANGE

1. THE EVERYDAY RANGE

2. THE PREMIUM RANGE
3. THE GLASS BOTTLE RANGE
4. LABEL FREE
5. LIMITED EDITION DESIGNER
RANGE
6. KIDS BOTTLE RANGE
 PRICING
STRATEGY
 BEING A PREMIUM PRODUCT, IT
ATTRACTS THE CUSTOMER WHO FALL
IN THE HIGHER INCOME RANGE
CONSISTING OF UPPER AND UPPER
MIDDLE CLASS PEOPLES.
 AS THE PRODUCT STICKS TO IT
PREMIUM QUALITY, COST IS
COMPARATIVELY HIGHER THAN ITS
COMPETITORS, WHICH MAKES EVIAN
ON THE TOPMOST LIST.
 PRICE

•
IN ORDER TO GIVE THE CONSUMER THE
PERCEPTION OF WATER BEING A LUXURY
AND NATURAL PRODUCT, EVIAN HAVE
PRICED THEIR PRODUCT AT A PREMIUM,
MEANING NOT TOO CHEAP AND NOT TOO
EXPENSIVE. IT SHOWS THAT THEIR
RELIABILITY (ESTABLISHED IN AMERICA IN
1978) HAS PAID DIVIDEND AND HAS GAVE
THEM THE ABILITY TO PRICE THEIR
PRODUCT QUITE CHEAP, WHICH HELPS
ATTRACT MORE CUSTOMERS. 
 PLACE

•
EVIAN BOTTLED WATER CAN BE BOUGHT IN
NEARLY ALL CONVENIENCE STORES AND
SUPERMARKETS, WHETHER THAT’S IN BULK
OR INDIVIDUALLY. IT IS DISTRIBUTED IN
COUNTRIES SUCH AS FRANCE, USA, CANADA,
BELGIUM, SWITZERLAND, RUSSIA, GERMANY
AND JAPAN. AS PRIME DISTRIBUTION
LOCATIONS. KEEPING WITH THEIR PASSION FOR
PIONEERING, DANONE WATERS OF AMERICA BECAME
THE FIRST TO IMPORT A PREMIUM NATURAL MINERAL
WATER BRAND–EVIAN–IN THE US AND CANADA IN
1978, BUT WE DIDN’T STOP THERE.
 PROMOTION
THE REASONS EVIAN’S BRAND IS SO DIFFERENTIATED AND HAS THIS PREMIUM STATUS IS DUE TO THEIR UNIQUE
BRAND COMMUNICATION EFFORTS, E.G., WITH THE SLOGAN “NATURALLY PURE AND MINERAL-BALANCED WATER
SUPPORTS YOUR BODY'S YOUTH” THE “LIVE YOUNG” GLOBAL ADVERTISING CAMPAIGN WAS LAUNCHED IN JULY
2009. THE ADVERTISEMENT FEATURES A GROUP OF BREAK-DANCING BABIES AND IS MUCH MORE PLAYFUL THAN
PREVIOUS AD CAMPAIGNS.

EVIAN PROMOTE AND ADVERTISE THEIR PRODUCT ON TELEVISION AND THE INTERNET, HOWEVER,
NOT AS MUCH AS THEIR COMPETITORS. THIS IS BECAUSE THEY ARE A GLOBAL FRANCHISE.

DIGITAL: A FULL ENTERTAINMENT PROGRAM WAS CREATED ONLINE, WITH 2 PRE-LAUNCH VIRAL MOVIES, A
PREMIERE, A MAKING OF, AND INTERVIEWS WITH THE BABIES ON YOUTUBE, BLOGS AND THE NEW EVIAN
LIVEYOUNG WEBSITE.
PUBLIC RELATIONS: TO ACTIVATE THE WORLD’S MEDIA AND STIMULATE GENERAL INTEREST AROUND THE
CAMPAIGN AND THE BRAND.
EVENTS: BERLIN FASHION WEEK, US MASTERS ETC, TO ENGAGE CONSUMERS LOCALLY.
TV & CINEMA: TO LEVERAGE THE ENTERTAINMENT DIMENSION.
PRINT: TO COMPLETE THE MESSAGE OF THE CAMPAIGN, SEVEN MONTHS AFTER THE LAUNCH OF THE FIRST FILM.
THE LIVE YOUNG TRAINING WEBSITE: TO CONTINUE ENGAGING CONSUMERS WITH THE BRAND.

 
 ADVERTISING STRATEGY
• FIT THE BRAND PERSONALITY - CONSUMERS NOT ONLY DEMAND THE HIGH-QUALITY OF PRODUCT,
BUT ALSO THE SPIRIT OF THE BRAND CAN MEET THEIR PURSUIT AND STATUS. IT TARGETS THE
CUSTOMER WHO HAS HIGH INCOME LEVEL AND SEEKS TO BUILD BRAND CONCEPT. FOR MANY
CUSTOMERS WHO LOVE EVIAN, IT NOT ONLY A BOTTLE OF WATER, BUT ALSO THE PURSUIT OF BRAND
BELIEFS.
• CONVEY THE “PURE” FEATURES- EVIAN’S AADVERTISING ARE DEDICATED TO CONVEY THE
FEATURES OF THE BRAND RATHER THAN ONLY USING THE THE ATTRACTIVE IMAGE AND UNEXPECTED
STORYLINE. IT PRESENTS A BEAUTIFUL PICTURE TO CONTRAST “PURE” PRODUCT QUALITY. IT IS
IMPORTANT THAT NO MATTER HOW POPULAR CULTURE SHIFTS, BUSINESS ENVIRONMENT CHANGES,
THE FORM AND CONTENT OF EVIAN’S ADVERTISING STILL FOCUS ON ITS PRODUCT FEATURES.
• STRENGTHEN THE BRAND ASSOCIATION - THE CORE CONCEPT OF EVIAN IS “LIVE YOUNG”, SO THE
MOST APPROPRIATE EXPRESSION CARRIER IS “BABY”. AT THE SAME TIME, BABY ADVERTISING
PERFORMANCE ALSO PRESENTS THE GOOD QUALITY OF THE PRODUCT. IT HAS BEEN IDENTIFIED AS
THE BEST INFANT DRINKING WATER. THEREFORE, THE “BABY” AS A STALE ELEMENT THAT APPEARS IN
THE ADVERTISING, NOT ONLY A PERFECT INTERPRETATION OF THE BRAND CONCEPT, BUT ALSO
STRENGTHEN THE PROMOTION OF PRODUCT QUALITY.
 "POST MODERN" FASHION
SCHOLARSHIP FUND DONATION
 GLOBAL CARBON NEUTRALITY
 RED CROSS DONATION
 INTRODUCING POSITIVE DROPS
 NEW GLOBAL AMBASSADOR: DUA LIPA
SHE'S THE PERFECT MATCH FOR EVIAN'S
COMMITMENT TO CHAMPION YOUTH
CULTURE, AND WE CAN'T WAIT TO SHARE
WITH YOU WHAT WE HAVE IN STORE. SO
STAY TUNED AND HYDRATED, THE BEST IS
YET TO COME.
MARKET SITUATION ~ BRAND
IDENTITY PRISM
 MARKET SITUATION

 There are more than 30 local brands (only a few brand of

spring water, two mineral water, and two deionized water) and 9
imported brands from Malaysia, VN and Thailand(a few of which
are mineral water and the most popular
in the market is Evian).

 Prices _ the bottle water can be grouped into Premium and non-
premium segment:
1. The premium segment includes the brands import from
France such as EVian, Volvic, AIX, and Luchon. The bottled
sizes of 0.5Liters averages between $0.75-0.9 in
supermarket(Evian
is the market leader in all supermarkets, restaurants
and hotels)

1. The non-premium brands range from $ 0.11-0.35 for a 0.5Liters

(local brand for $0.125 and Evian for $0.7 in supermarket, but
 BOTTLE SIZE AND
PRICES

# Type of water capacity Type of Bottle Price

1 330ml Plastic Bottle

2 500ml Plastic Bottle $1.40

3 750ml Plastic Bottle $2.00

4 1,000ml = 1L Plastic Bottle

5 1,500ml = 1.5L Plastic Bottle $2.30

 TYPE OF
PACKAGING

330ml

500ml

750ml

1,500ml
1,000ml
COMPETITOR’S
PRICES
 AVERAGE COST OF
BOTTLES

Wholesale price
Bottle Wholesale price
Type of Bottle (bottle water) %
size (package only)

Per 200 Per Per bottle

bottles bottle

350ml Blow molded $6 $0.03 $0.15 20

500ml Blow molded $8.5 $0.04 $0.12 34

1L Plastic $10 $0.05 $0.10 50

1.5L Blow molded $0.10 $0.33 30

 MARKET DESCRIPTION

As the survey results of Evian water is illustrated that:

 How often people purchasing bottled water

- 88% buy bottles of water
- 51% of people who purchase bottled water are young (between
25-32 years old)

 When do people drink water:

- 41% at work
- 26% of men at home
- 28% of women during exercise
• Perception of Evian is the high quality premium
water
 TARG
ET

 All ages
 Higher discretionary incomes
TARGET  Multi-ethnic people
2  Healthy and authentic lifestyle
TARGET  Well-Informed (normally know about the product
1 that they are buying)
 Concerns over the environmental issues
 MARKET SEGMENTS
 Local consumers: inferior local and Asian brands and their main decision making factors
are availability and price. Only the upper segment of local population (Urban_ 20%, Rural
_80%) can afford higher quality bottled water and may thus be not too price sensitive (GDP
per Capita in 2015,Tab…). The key to sustainable patronage would be price competitiveness
at higher quality and constant availability market.

GDP per Capita GDP Growth

Country $ $ PPP (%)
2014 2014

Brunei Darussalam 40,776 75,700 5.3

Cambodia 1,084 3,242 7
Indonesia 3,515 10,585 5
Lao PDR 1,708 5,162 7.5
Malaysia 10,830 24,715 6
Myanmar 1,198 .… 8.5
Philippines 2,843 6,916 6.1
Singapore 56,287 82,763 2.9
Thailand 5,561 14,661 0.7
Viet Nam 2,052 5,629 6
 COMPETITIVE
PROFILE
 Hard competition
involving quality (mostly focusing
HIGH PRICE on source types)
and prices

 Environmental positioning
is no more an option, but
PRICE

a necessity

 Increasing of threats, such as

LOW PRICE

tap water and flavored

water

SPRING WATER SOURCE TYPES PURIFIED WATER

PORTER'S 5
FORCES
 PORTER'S 5 FORCES 
EXPLANATION
• Bargaining Power of Suppliers
 Increase in the cost of Raw Material (cap cost , labeling cost, bottle
cost, carton cost)
 Suppliers supply raw material to local players
 As plastic bottle banned another substitute will be glass bottle

• Threat of Substitutes
 Substitute are Fruit Juices, Health Drinks ,Soft Drinks
 Juices like Real , Slice Mangola , Priya gold Treat, Coca Cola
PORTER'S 5 FORCES  EXPLANATION
(CONT.)

• Intensity of Rivalry Firms

 Local brands are major contributing 80% of market share
 Around 200 registered brands in India

• Bargaining Power of Buyers

 Local brands are available in the market in the cheap price
 Buyers have choice from wide variety of suppliers
 Demand is more in the market but branded suppliers is less
compare to local suppliers

• Barriers to Entry / New Product

 New entrants in the market like Amul “Narmada
Neer”
 Market is growing which attracts new entrants
PROJECTION OF POTENTIAL
MARKET DEMAND

Potential market demand of Evian are:

 High quality water

 Higher demand for quality of life

 Have many different sizes

 Healthy mineral water

 Perfect water for baby

 Premium popular brand

 Product benefits of unique water source.

Q1: EVIAN IS A GLOBAL MINERAL WATER BRAND
THAT IS SOLD TO MILLIONS OF PEOPLE ACROSS THE
WORLD. ANALYZE THE REASONS
FOR ITS SUCCESS.
• UNIQUE BRAND COMMUNICATION TO A BRILLIANT EFFECT
A) PRESENTING A CREATIVE AD CAMPAIGN
B) ACCURATE TARGETING AND FULFILLING THE BUYERS NEEDS
• INCREASING THEIR REACH OVSER THE CUSTOMERS BY USING MULTIPLE PLATFORMS
A) TV ADS
B) YOUTUBE ADS
C) BRANDED T SHIRTS
• ENGAGING WITH THE CUSTOMERS BY CONDUCTING EVENTS AND OFFERING
EXPERIENCES.
• MAKING MEANINGFUL ASSOCIATIONS WITH ORGANIZATIONS TO PRESENT THEMSELVES
AS THE PREMIER CHOICE FOR POTENTIAL CUSTOMERS.
Q2: WHAT WILL BE THE STRATEGIC EVOLUTION OF
THE BRAND’S
COMMUNICATION?
• FOR A BRAND AS EFFECTIVE IN COMMUNICATING THEIR IDEALS TO CONNECT WITH
THEIR EXISTING CUSTOMERS AND TARGET NEW ONE'S SOCIAL MEDIA MARKETING
CAN PROVE TO BE AN EXCELLENT CHOICE FOR PROGRESSION.
• EVIAN’S EXISTING TRADITIONAL MARKETING CHANNELS ARE WELL PLACED
HOWEVER USING SOCIAL MEDIA AND SEO ARE THE COST-EFFICIENT OPTIONS TODAY.
• GOING DIGITAL HAS WORKED WELL AS THEIR ADS ON YOUTUBE HAVE SEEN
WIDESPREAD APPRECIATION.
• TARGETING THE MILLENNIALS VIA INSTAGRAM AND SNAPCHAT IS IDEAL AS IT OFFERS
PARTNERING WITH EXISTING INFLUENCERS TO TARGET THEIR FOLLOWERS AS WELL.
• USING THE LIVESTREAM OPTIONS TO BROADCAST THEIR OTHER PARTNERED EVENTS
OPENS EVIAN TO A LOT OF CHOICES.
Q3: CAN ANY OTHER MINERAL WATER BRAND EVER
TAKE OVER EVIAN’S MARKET SHARE?
• THE BOTTLED WATER INDUSTRY IS ONE WHERE PRODUCT DIFFERENTIATION IS INHERENTLY
VERY DIFFICULT.
• IN ORDER TO COMPETE WITH OTHERS, CAPTURE AN AUDIENCE AND NOT LOSE THEM
INVOLVES A HUMONGOUS TASK.
• AS SEEN IN THE CASE OF EVIAN, PROVIDING A CAPTIVATING NARRATIVE TO OFFER AN
ENRICHING EXPERIENCE HAS WORKED WONDERS FOR THEM.
• BOTTLED WATER COMPANIES COMPETE WITH BEVERAGES WHICH ARE LARGELY VIEWED AS
UNHEALTHY. THIS HAS PROVIDED A GIANT LIKE EVIAN TO EFFECTIVELY MARKET THEIR
PRODUCT AND EMERGE A LEADER OVER THE YEARS.
• IN THIS WORLD THAT MOVING TOWARDS CONSUMING HEALTHY PRODUCTS, ADOPTING A
HEALTHY LIFESTYLE EVIAN CONTINUES TO ADVERTISE ITS PRODUCT AS A METAPHORICAL
“FOUNTAIN OF YOUTH”.
• GOING BY THE RECEPTION EVIAN RECEIVES THEIR SALES AREN’T GOING TO DROP ANYTIME
SOON.
CONCLUSION
• EVIAN IS VERY PARTICULAR ABOUT STRATEGY, USING A CLEVER NARRATIVE, SO THAT CUSTOMERS
CAN ACCEPT THE CONTENT OF ADVERTISEMENT WITH PLEASURE, AND STRENGTHEN THE BRAND
IDENTITY.
• THE CORE CONCEPT OF EVIAN HAS REMAINED “LIVE YOUNG”, SO THE MOST APPROPRIATE SYMBOL
FOR EXPRESSION IS A “BABY”.
• AT THE SAME TIME, BABY ADVERTISING PERFORMANCE ALSO REPRESENTS THE FRESH QUALITY OF
THE PRODUCT. IT HAS BEEN POSITIONED AS THE BEST INFANT DRINKING WATER. THEREFORE, USING
BABIES IN THEIR ADS HAS NOT ONLY BEEN A PERFECT INTERPRETATION OF THE BRAND CONCEPT,
BUT ALSO STRENGTHENS THE PROMOTION OF PRODUCT QUALITY.
• IN 2009 AND 2013, EVIAN PRODUCED TWO ADVERTISEMENTS RESPECTIVELY: ROLLER BABIES, BABY
AND ME. THE INTERACTIVE THEME BETWEEN THE HERO AND THEIR BABIES WERE FULL OF FUN, THE
CLICK RATE WAS OVER A 600 MILLION WITHIN A WEEK ON YOUTUBE. THESE ADVERTISEMENTS GAVE
A STRONG LINK BETWEEN DRINKING EVIAN BOTTLED WATER AND KEEPING THE YOUTH.
• BY ASSOCIATING THE VALUES OFFERED BY THEIR PRODUCT TO WHAT THEIR CUSTOMERS DESIRE,
EVIAN HAS MADE A STRONG CONNECTION WITH THEIR CONSUMER BASE.