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The following report is an Analytical Account on Evian. I will be analysing how the Evian Brand has developed over time and the factors that have influenced Evians performance in the market place. I will need to examine Evians current situation with

Extracts from this document...

Introduction

MK3014 Product and Brand Management An Analytical Account on For Rob Edwards Contents Introduction.......................................................................................3 Definition of a brand............................................................................4 Definition of Evian..............................................................................4 Brief history of Evian's brand development..................................................4 Exploiting Evian's brand name................................................................5 Evian Advertising...............................................................................7 Summary of Bottled Water Industry..........................................................8 Summary of Market Share/Competition.......................................................8 Evian's position on the Product Life Cycle..................................................10 The BCG Matrix.................................................................................11 Evian's Product Line............................................................................12 Evian's Brand Strategy.........................................................................13 Perceptual Mapping............................................................................14 Evian's Brand Equity............................................................................15 Key challenges facing Evian's continued success..........................................16 How the Evian Brand be strengthened through to 2010.....................................18 Conclusion.......................................................................................19 References.......................................................................................20 Bibliography.....................................................................................21 Appendix 1.......................................................................................24 Introduction The following report is an Analytical Account on Evian. I will be analysing how the Evian Brand has developed over time and the factors that have influenced Evian's performance in the market place. I will need to examine Evian's current situation with regards to Evian's market position, competitiveness and brand equity. I will conclude this report by identifying the key changes to marketing strategy that may be required to sustain and strengthen the value of Evian's brand through to 2010. Definition of a brand "Brand" is defined as "A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service." (www.allaboutbranding.com/index.lasso) Ellwood, I. (2002) quoted that "The brand is one of the most valuable assets that any business possesses." A company's brand and the public's awareness of them are often used as a factor in evaluating a company. Definition of Evian Evian is a Manufacture brand of mineral water from a source near �vian-les-Bains in France and tt was acquired by a French organisation called Groupe Danone in 1991. Groupe Danone is an international food products company with its central headquarters in Paris, France and they are also owners of Volvic. Evian is the best selling mineral water brand, with 1.5 billion bottles sold every year. Present in the 5 continents, in 125 countries. ...read more.

Middle

Evian have undergone product stretching on their product line as they have introduced new products into a new product line. This refers to Evian's Affinity Range that was launched in 2001. I would call this an upward stretch as they have marketed their new products at higher price than their usual products. Evian were hoping that they customers will associate the quality of their original brand name with their new product. Customers will therefore be more likely to trust the new product. Evian's Brand Strategy Looking at Evian's current brand strategy, it is clear to identify that Evian has adapted the "Brand Extension" strategy from all the possible strategies. This specific strategy was used by Evian introducing their Evian Affinity Range in 2001. Evian used their successful Evian brand name to launch this new product in a new category. The advantages that Evian obtained by this strategy relates to market share capture, the advertising spend efficiency, and the credibility they gained by establishing their brand name in new product categories. The only disadvantage Evian really had to be aware of is if the new product and brand name are ill matched. They wouldn't have wanted the Evian Affinity range to ruin their current strong brand image. If Evian were to build their brand awareness, I believe they should continue to create other brand extensions and look to extending their brand line by creating similar or new products to their customers. Perceptual Mapping Perceptual mapping is a graphics method which is used by marketers which attempts to visually display the perceptions of customers or potential customers. Perceptual mapping helps to provide an insight into appropriate competitive actions. The map can show a companies understanding of the marketing tasks that are involved in product offering if the product is perceived to be weak. Below is the perceptual mapping for Evian. Evian Volvic Buxton Highland Spring Nestle Vittel Brittvic Eaten Company Brands i.e. ...read more.

Conclusion

Market Development has also taken place as their Evian brand is known worldwide. I think Evian should continue this successful strategy of diversifying their product range and improving their product range because that is what is keeping them at the top of their industry. Their brand awareness is vital in order for the brand to stay strong. Aaker, D. A. (2002) quoted that "Brand awareness refers to the strength of a brand's presence in the consumer's mind." It has already been mentioned before that the industry that Evian are competing is set to grow further in the coming years, so Evian should take advantage of these facts and look to further develop their brand and build their brand awareness. If Evian were to merge with another company, this could also be a successful strategy for the coming future. The reason for this choice can be linked to Evian continuing to differentiate and diversify their product range. For example, when Evian introduced their Affinity product range, they joined up with Johnson & Johnson who would make their new products through product extensions. Maybe in the near future, Evian decide to enter a new market so those merging with another would benefit them in the future. Conclusion The following analytical account demonstrated how the Evian has become so successful over the years. Evian current market position was analysed and all the factors that contributed to the success of the Evian Brand were also stated. I found out that Evian have a strong equity as this topic was closely examined in the report. I believe the reason for the Evian Brand being so successful can be due to the fact that Evian meet consumer needs and they look after their customers. I have realised that the Evian Brand has a bright future I believe their brand will continue to grow in the future. I recommended that Evian should continue to be innovative and carry on product developing in order to remain a dominant force in the market they are present in. ...read more.

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