Packaging is a vital component in promoting firms marketing strategy. In the case of Evian, detox and skin hydration whilst Volvic concentrate on energising at work, on the go and exercising. A major part of a marketing strategy is advertising; advertising is seen to provide an opportunity to create a relationship with the consumer. In Forquor (1990), Oquiluy says, ‘Every advertisement should be thought of as a contribution to the brand personality’ (Hankinson and Cowking- branding in action ch.3). Volvic advertising campaign is focused on everyday use for everyone, this is reinforced by the use of three different slogans for the various target audience. The theme of the slogans revolve around ‘2% dehydration can lead to….’, which is then related to the consumers typical routine.
Recently there has been controversy in the news involving Evian, where false advertising concerns regarding rumours of Evian bottling purified tap water and for some the fact that Evian is naïve spelt backwards highlighted the fact. These accusations although false affected the brand reputation
A strong brand supports a strong reputation by creating a foundation for things that people admire in companies (Hankinson and Cowking- branding in action ch.7).
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The designing of the end product is significant for companies especially for those who competing globally. A major problem for organisations that trade globally is finding names which translate appropriately for example, Krapp is a Swedish toilet paper brand (The Grocer 18/03/00).
Market research was carried involving a sample of 50 students consisting of 25 males and females using blind taste test and a questionnaire consisting of open questions. This survey showed that Evian is associated more with women due to the detox and live young advertising campaign while Volvic’s recent advert with the caveman is connected with masculine qualities such as strong. The shape of the bottle appears to have a significant impact on the studied sample’s perception on the brand image. Evian curvy bottle fits more comfortably for women hands Volvic angular bottle more for men.
In Japan, the Evian bottles for on the go, found in vending machines are 30cl in comparism to those found in European countries (50cl) to accommodate for the Japanese mentality of smaller, compact products.
Changes in perception for example a society’s growing tolerance of alternative cultures and lifestyles i.e. Evian is about detox and volvic is about on the go and exercising.
In 2000, Research and development has led Evian to develop and innovate the NOMAD, which is Evian’s on-the-go bottle. It was introduced so that consumers can take Evian everywhere they go.
Evian has a unique mineral content, whereas Volvic pride themselves on their low mineral content.
Evian water bottles combine design and practicality. Creation of bottle from recycled plastic. Presence of a modern image in the brand despite being around since 1878.
In the US, product diversification with Evian mineral water spray skin hydration product is now starting to expand into chain drug stores. It was sold in department stores since 1978.
Evian’s packaging states that the consumer is not allowed to refill the bottle after use. This environmental strategy is used to encourage recycling of the bottle, but also creates repeat purchasing and thus creates brand loyalty. Volvic shows how to recycle through pictures. This could be a strategy to look environmentally helpful to consumers but for themselves it means bottles are regularly bought.
In terms of product range each company has attempted to diversify its product range: Evian has created evian mineral water spray skin hydration product and volvic have created the touch of fruit range which has lemon, lime, strawberry etc. flavours. Very good move by volvic, it is very innovative. This is a form of brand extension which is using a sucessful brand name to launch a new or modified product in a new category (Kotler p820). This was a wise move by Volvic because it keeps in line with their long-term objectives of brand extension while provding exisiting and new consumers with a innovative product with the reputation of the Volvic name next to it.
In terms of sponsorship and promotions it is clear that evian is ahead. It has sponsored the US open tennis tournement and promoted itself at the Kylie concert. It even created a ‘Kylie’ bottle, which now is extremely limited as it was said to be a special edition. Volvic on the otherh****.
Some data that might be helpful:
Drinking age
Legend for Chart:
A - Age
B - Target %(**)
C - Index
A B C
18-24 14% 113
25-34 21% 115
35-44 23% 109
45-54 20% 104
55-64 12% 92
65+ 11% 64
(**) The percentage of total bottled water
market in a demographic category.
Source: Scarborough Research
Gender of consumers
Legend for Chart:
A - Sex of respondent
B - Target %(**)
C - Index
A B C
Male 45% 93
Female 55% 106
(**) The percentage of total bottled
water market in a demographic category.
Source: Scarborough Research
Bottled mineral water has become the fastest-growing drink on the UK market: we each drank on average 30 litres last year, and sales reached £1 billion. For Britain's health-conscious, brand-aware middle classes, the elegant glass bottle or squashable, plastic bottle is now essential for dinner tables and office desks alike. And in the modern workplace, more people are drinking bottled water as an alternative beverage to carbonated soda drinks, ready-to-drink iced teas and fruit drinks. It has become the beverage of choice for families where as before it use to be seen as much more of metropolitan-females drink, water is no longer just fashionable but also seen as a healthier choice and alternative to other beverages.
Both brands are targeting similar market as well as the growing potential markets. Evian is seen as premium water and mainly concentrates on water as a vanity item. Offering glasses bottles and are served in many top restaurants whereas Volvic targets the practicality of keeping yourself well hydrated and sporting elements of the market.
Evian, the UK's brand leader (closely followed by Highland Spring and Volvic), was first Bottled in 1826, but bottled water didn't take off until the 1980s, when Perrier pandered to the yuppie obsession with status. However in the present our preoccupation is with de-toxing and clean living. So what product better encapsulates purity than water. But at about a quid a bottle, this can be a very profitable market with many competitors competing for a peace of that market therefore differentiation of packaging is vital.
As I stated earlier bottled water is no longer seen as predominately a women’s drink
Or a status symbol and more nowadays as a healthier alternatives to carbonated soda drinks, ready-to-drink iced teas and fruit drinks water has been able to capture a wider market share in the beverage industry.
Bottled water has an advantage over other beverages in that it has no boundaries in terms of when it can be consumed. As it can be consumed early in the morning, in the afternoon or even late at night whiles other beverages are associated with certain times of the day. For example coffee and orange juice are normally associated with mornings and breakfast, and a can of soft drink can be seen as a lunchtime pick me up.
Bottled waters have even found its way into people’s kitchens through multi-packs and innovative designs such as Volvic’s five-litre bottle illustrated below.
Volvic’s 5-litre water bottle represents a major new development in the mineral water consumer market. For the first time, a large but easy to use mineral water pack is available. This huge bottle is designed to lay on a kitchen top or in a fridge in such a way that the tap points down and allows the bottle to be emptied completely. This means the bottle can be left permanently ready to dispense. the disadvantages of existing 5 litre packs are removed at a stroke the need to keep lifting and pouring from a heavy container. The air return press tap was specifically designed for Volvic and is precision-engineered to allow one-handed dispense of the water without glugging or any drips whatsoever. the tap is self-closing which makes the bottle ideal for use by even the youngest child and is protected by a second cap. this maintains high standards of hygiene and safeguards the tap during distribution and storage.
The bottled water industry just got a little bit tougher as two of the fiercest competitors in carbonated soft drinks arena have entered the industry with their own products. PepsiCo launched its AquaFina brand of bottled water nationally in 1996. The Coca-Cola Co. introduced Dasani brand of bottled water in test markets in the US in February 1999 and is currently rolling it out nation-wide. However there is a difference in the actual “bottled water” which the two major soft drink brands are releasing. Unlike Evian, which is water, which is, hail from springs and Volvic, which is a highly distinctive natural mineral water with unique origins in the volcanic highlands. AquaFina and Dasani are purified drinking water with added minerals. Some consumers may prefer filtered municipal water, others may prefer spring water.
When purchasing bottled water not many people know that there are three different types of bottled waters Natural mineral water; spring water; and drinking water (which can be tap water). If a product is not labelled as mineral water or spring water it will in fact be bottled drinking water.
Evian natural spring is water from the French Alps and is bottled in the following sizes 1.5 litre, 1 litre, 1/2 litre and 11.2 oz. Packages, Volvic Mineral water from the volcanoes from Auvergne in France offers similar bottle sizes.
The shape of these bottles varies in design, bottled water packing has seen the increasing uses of sports caps recently which promotes them to the sportsmen and sportswomen and health-conscious people. Evian’s 750ml bottles came with a unique cone shape cap that opens to dispense the cap also reflects their brand value of natural Evian Spring water through the shape of the cone representing the glacier logos which they use in their labelling. Whereas Volvics traditional round cap with a flip top is practical and has pictures of the source i.e. volcano on the label with the emphasis of uses with sports through portraying athletes using the product to hydrate themselves on the label.
In 2001 Evian the group became the world's largest producer of bottled waters (in terms of volume), with a 7.1% increase in sales. as the sports bottle market has
enjoyed huge growth, the PA consulting group developed the new 750ml bottle with a handy tap.
Evian has many promotional bottles just to mention a few the limited addition Kylie bottle, the glass bottle which was shaped as a drop of water. These promotions are very important as they act as an advert to the consumers making them aware of Evian if there weren’t too familiar to the brand before. This also creates a lot of attention towards the product as it has had quite a lot of media coverage over the unique bottle styling.
The 1 litre and half litre (16.9-ounce) bottles with sports cap has become an industry standard these two sizes have become the most popular sellers according to research replacing the 12-ounce bottles as a convenient size for bikers, runners, and others looking for easy-to-carry packages. Sports caps have made a huge contribution in generating a new target audience for the bottled water industry. Therefore companies must be changing and innovative in their bottles designs or market differentiation to stand out on increasingly crowed bottled water shelves and to capture foodservice business. The new bottles sizes and configurations should offer convenience and should fit well into the fast-paced lifestyles of today.
The 16.9-ounce (half litre) bottles are designed to appeal to everyone, weather consumers drink them during lunch, in the car, at the office or on the beach. The 1 litre sports bottle, which comes with the sports caps are consumption when exercising targets more the fitness oriented individuals who will take it with them to the gym or wherever they go to work out. Whereas the miniature 8-ounce bottle (half-pint) size is aimed towards children a perfect size for their lunch boxes and easier for them to handle. (Volvic and Evian both offer these sizes)
The bottle size isn’t the only variable which Evian and Volvic are experimenting with to increase consumer awareness and boost their sales. Other variables are also taken into consideration i.e. bottles eases of use, labels logos and designs , advertising and promoting.
Knowing that men are a growing classification among bottled water users. Volvic have concentrated on bottle design to target this audience convey a strong, masculine image that appeals to men, for instance the shape of the Volvic bottle it can seem masculine as it is quite a bulky and is a difficult shape to handle for people with smaller hands. Whereas Evian has designed their bottle with a contour look which makes it easier to hold and handle for people with smaller hands.
Both Volvic and Evian have opted for standalone names for their brand, which are more memorable and easier to protect legally, these in turn are always associated with their logo’s which are assets in their own right. As once links and associations with a brand are made repeat purchases are encouraged. Building of market share is a long-term process in which intangible symbolic values associated with the brand is a means of building long-term competitive advantage. Brand names such as Volvic and Evian serve to identify the brand and to trigger the brands proposition.
The water market has very little room for expansion through market development, and the heat is on due to increasing competition in the forms of coca cola etc Currently Evian promotional tactics have been in the form of market penetration, by selling to wholesalers in packs of 6 who then pass this down to the consumer. This is a short-term, low risk method to increase purchases. This not only saves themselves cost in terms of economies of scale but also makes it cheaper for consumers. By providing the consumer with bigger packs for cheaper not only is more sold, it may increase brand loyalty, and may encourage the consumer to use the product more often. This is a low risk strategy as shown in the Ansoff’s Matrix.
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