How Evian became market leaders
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This is a presentation done as a part of internship under Dr. Sameer mathur. It talks about the history and development of Evian and their stratergy to become world leaders
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How Evian became market leaders
- 1. Case study- How Evian Became market leaders ?
- 2. History ⢠Owned by French food products group Danone which acquired the brand in 1968 ⢠Initially was sold in glass bottles branded as a medicine with miraculous healing properties
- 3. Success Mantra âHas constantly focussed on continuous innovation in their products as well as a powerful and original communication to its consumersâ 1908 1930âs 1950âs 1968 1980âs 1998 2007-08 2013 2016 Evian begins selling in glass bottles Starts selling in PVC bottles Purity High-end positioning Live young Baby & me campaign starts Today September 10, 2016 Targeted Babies The Original Water babies ad campaign starts Health Alps as its theme Live young Roller babies campaign starts
- 4. Marketing communications timeline -1930âs ⢠Positioned itself to be the âperfect water for babiesâ ⢠Targeted mothers, mid-wives, doctors specifically
- 5. Marketing communications timeline -1950âs ⢠Still focussed mainly children with an added importance to health ⢠However the biggest development was the inclusion of the theme of alps ⢠Gave a sense of ethnicity to the brand and emotional bondage with customers of that region
- 6. Marketing communications timeline -1980âs ⢠The theme of âpurityâ was chosen to differentiate the brand with competitors ⢠Enabled High-end positioning with its own loyal costumer segment Slogan : âthe water you drink is as important as the air you breathâ
- 7. Water Babies Campaign ⢠The 1998 campaign made the brand symbolize youth ⢠It was very successful ad with a rating of 94% ⢠However Evian segmented this ad just to Europe. Globally, the brand focussed on purity and used the slogan âthe Originalâ
- 8. Economic crisis ! ⢠People started opting for cheaper alternatives which led to a dip in sales ⢠To stay competitive the brand was restructured
- 9. Situation Now: ⢠Premium popular brand in France, Switzerland, UK, Belgium ⢠Was only sold at urban centres to a specific target group in other countries i.e. an narrow urban market ⢠Product was positioned based on the market Solution â Unification of brand communication on a global levelâ
- 10. Roller Babies Campaign ⢠To do this they came about with Roller babies campaign with a single clear message, âLive Youngâ ⢠The ad was an instant hit and spawned over 254 million views. It currently holds the record for the most number of views on YouTube
- 11. ⢠The use of humour coupled with the cuteness of the babies led to the virality of the video. To further add to the buzz, it was remixed by several artists to make roller skater baby a cultural symbol Advert of the year by Time Magazine, Wall Street Journal, and The Guardian
- 12. Baby Inside campaign ⢠The campaign was an extension to the roller baby to cater to a larger globalized audience especially in Asia ⢠Captures Evianâs vision of youth, which is most of all an attitude, an openness to the world and to the unexpected, regardless of age ⢠Maria Sharapova was the brand ambassador of the campaign
- 13. Baby & Me ad Campaign ⢠It shows a group of people seeing "baby versions" of themselves in a shop window, before beginning to dance with them ⢠Captures Evianâs vision of youth, which is most of all an attitude, an openness to the world and to the unexpected, regardless of age ⢠The same video was advertised over several traditional channels such as during Britain's got talent, during cinemas such as âThe Great Gatsbyâ as well as online presence via YouTube where it garnered over 130 million views ⢠An app was also created which allows users to see themselves
- 14. As a result of this campaign, Evianâs sales have grown significantly up to 7 % for the first 3 quarters of the year.
- 15. Marketing channels ⢠Uses a combination of digital and traditional media Social media presence Traditional media presence
- 16. Event associations ⢠Evian created the first Womanâs golf open championship which is currently aired in over 167 countries ⢠It is also the official water brand for Wimbledon and has roped in Maria Sharapova to its brand ambassador ⢠It also supports various causes such as environmental protection, education for children for which it partnered with organizations such
- 17. Experiential- #LiveyoungJanuary ⢠Experiential pushes are those in which crowd engagement takes place. ⢠It might take place online through several activities such as take a selfie of oneself pulling a squirrel face or offline during events or other activities like giving away space hoppers
- 18. What did Evian do right ? ⢠Evian has constantly created a range of very shareable content that just clicks with its consumers ⢠The have an array of successful campaigns where they have: ďźUsed babies which have a natural universal appeal ďźAssured a lack of language barrier ďźUse of humour i.e. its tongue in cheek âcoolâ ďźBroad premium product appeal ⢠Minimised the use language, and words, and use music, preferably a well known sound track, as it makes communication much easier to be understood and shared
- 19. Where they could improve? ⢠Use of apps may turn out to become messy and uncertain ⢠Social media accounts such as twitter must be put to very active in order for it to be successful ⢠A brand ambassador must not only be universally known but also universally followed ⢠Better integration of online and offline media with a greater number of campaigns
- 20. Recap ⢠Evian has proved that a brand has to continue to innovate around the brand, not necessarily in terms of the product itself, but how it is packaged and all its various touch points. 1908 1930âs 1950âs 1968 1980âs 1998 2007-08 2013 2016 Evian begins selling in glass bottles Starts selling in PVC bottles Purity High-end positioning Live young Baby & me campaign starts Today September 10, 2016 Targeted Babies The Original Water babies ad campaign starts Health Alps as its theme Live young Roller babies campaign starts
- 21. Disclaimer Created by M.S.Seshasayee, NIT Trichy, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow