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