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

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MK3014 - Product and Brand Management

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.”

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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 Évian-les-Bains in France and tt was acquired by a French organisation called  in . Groupe Danone is an international food products company with its central headquarters in ,  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.

There has been a differentiation in culture differences in terms of Evian’s brand name. For example, in some parts of England, Evian logos have been made with Evian name becoming Naive (Evian in reverse) while the French use the logo as propaganda for  replacing ėvian with ėgalitė (equality).

According to , Danone’s brand was worth $4,638 million in 2006, which is a 3% increase from 2005 which was $4,513 million

Brief history of Evian’s brand development

Evian water has been differentiated from most of the other bottled water brands because it is not processed or filtered in anyway. A key factor that contributes to the growth of the Evian Brand is that their products were only sold in pharmacies and could only be bought with medical prescriptions in the mid 20th Century. As soon as bottled water experienced a boom in mid 1970s, Evian Brand had become famous internationally. Evian had suffered from the stagnation of the capital market in France the price controls imposed on mineral waters. This resulted in Evian being acquired by an organisation called BSN (Boussois-Soucho-Neuvesel). Their company management had high marketing capabilities that suited Evian. BSN, at that present time manufactured glass bottles, industrial containers, flacons and table glassware. Though, the management of BSN believed that it was loosing its competitiveness in the glass bottle industry. This had been the main reason they decided to diversify into contents, i.e. water. When BSN merged with Danone, their water business started to develop globally. And ever since, the management at Evian has invested in globalising the brand and innovating the ways they bottle water. All these innovations have allowed Evian to grow even in periods of stagnation of consumption.

Exploiting Evian’s brand name

The long history of Evian enables marketers to promote the Evian Brand name as a prestigious, quality brand which has been around for longer than most mineral water brands. Evian brands prestigious reputation is also aided by its availability, with Evian being found in all major markets around the globe. This accounts for Evian being one of four Danone brands that make up over 50% of Danone sales. The picture below shows the 40years of innovation that has taken place at Evian. The Evian brand today includes a whole range of beauty and health products such as mineral water, sprays and Evian Affinity, which is the new range of cares and moisturizers.


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Evian Affinity was launched in France in 2001 as a water-branded skincare line. The

Brand Johnson & Johnson which exploited the brand appeal of one of the world's leading bottled waters. J&J was chosen to supply the beauty experience by Danone to launch the brand extension. The merging of Danone and J&J was successful as J&J are a top ten skincare manufacturer on the European market. Therefore J&J would in turn benefit from Evian's well known brand name and its association with quality.

When creating Evian Affinity, the marketers gave the skincare range the same branding as Evian bottled water, in so doing hoping that consumers would associate the quality and uniqueness of the water with its skincare products. The Evian brand logo contains an image of mountains in the background, linking the water/skincare range with an image of purity, overwritten by the Evian name (below), a similar font and style has been used in both skincare and water ranges.

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Another major factor that contributes to the successful development of the Evian Brand is their alliances with other major firms. Advertising of Evian targets the 15-34-year-old age group and particularly women.

“The growth in advertising has always been closely linked with the growth in visible branding.”

(Ellwood, I. (2002) The essential brand book. 2nd ed. Pg 13)

In January 2004, for a third year running, MSN had increased Evian’s brand awareness with a ‘refreshing’ campaign. Evian had positioned themselves as the “New Year detox solution” - a way to clean the body and mind ...

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