Evian branding
- 1. Branding strategy of Eivan Yann BERGER January 2013
- 2. Established in 1789 Prestigious brand heritage with a focus on providing healthy mineral water. Key health benefits:
- 3. Enhance brand awareness of Evian as a luxury brand To develop a strategy to help Evian, a French premium water brand, to further develop market
- 4. Interview period: November, 2012 Target: General Public Survey Method: Street Interview + Online Questionnaire No. of respondent: 140 Respondent Composition revenu faible revenu intermédiaire revenu élevée les jeunes 20 26 4 les personnes entre deux âges 10 26 34 les vieux 2 10 8
- 5. Question 1: “Please think of 3 luxury brand.” • Unaided question • Evoked set Question 2: “Have you heard of a brand called „Evian‟?” • Aided question
- 6. Question 1
- 7. Question 2: Position of age
- 8. Question 2: Position of Revenu
- 9. OOH (Out-of-Home) Escalator digital signage in selected stations Outdoor billboard Airport advertising Eye-catching advertisements
- 10. Print Ads high-end magazines, e.g. Cosmopolitan, Fortune Key messages Evian‟s elegant image Product benefits of unique water source and good for health Elegant Health
- 11. Event Sponsorship • Hong Kong Tennis Classic 2011 • Central Rat Race • Charity Dinner
- 12. Objectives: Position Evian as brand admired by every one Opinion Leaders, such as Celebrities Endorsement Celebrities image which match with Evian brand personality Product Placement Hong Kong Movies: plot, e.g. High end hotel scene, first- class cabin, private jets
- 13. TV Program introducing the essence of water and quality of Evian. Roadshow in places where our target customers visit very often, e.g. Time Square, Hotels Objectives: Educate on the healthy benefits of Evian water
- 14. Advertisements Print ads: Advertorial ad: more information giving Point of Purchase In-store: information booth Advertorial Ad - EXAMPLE Evian Target Group Health Conscious
- 15. Evian Target Group Environmental Conscious 1. Promote Evian‟s environmental protection commitment 2. Launch more glass bottle Evian 3. Evian bottle and water refilling machine
- 16. 1. Promote Evian’s environmental protection commitment An eco-friendly bottling plant certified ISO 14001 98% garbage recycled and condensed by 25% for added efficiency Use of environmental-friendly transport r-PET plastic bottles
- 17. Promote Evian’s environmental protection commitment Informative booth in distribution channels Contribute a portion of the revenue to eco-friendly groups Sponsor environmental protection events
- 18. Recommendation Glass bottle Evian 100% recyclable Prestigious feeling 2 different sizes Elegant occasions Individual consumption