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Shikha (2)

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Shikha Sharma

Evian is a global mineral water brand owned by Danone that was initially marketed as a medicinal product in glass bottles. It has achieved success through continuous innovation in its advertising campaigns focusing on themes of health, purity, and associating the brand with youth. Key campaigns include "Water Babies", "Roller Babies", and "Baby & Me". The brand aims to reconnect with customers' inner child. Evian has maintained a high-end market position through mass communication campaigns and by associating with prominent advertising agencies and celebrity endorsements. It has established strong brand loyalty through decades of reinforcing its brand equity and ensuring quality remains consistent.

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….EVIAN
HISTORY OF EVANS • 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
mission vision To the leading brand of high quality water supplier. To provide high quality water to their targeted market
Shikha (2)
HIGH PERFORMANCE HIGH PRICE LOW PERFORMANCE LOW PRICE
Shikha (2)
Shikha (2)
ADVERTISEMENT CAMPAIGN 1.WATER BABIES 2.ROLLER BABIES 3. BABY & ME
1. The water you drink is as important as the air you breathe.” 2. “The Original” 3. “Live young ” Evian’s innovativE slogan-
THE IDEA WAS TO RECONNECT WITH THEIR INNER CHILD
HOW IT SAYS?
EVIAN’S T-SHIRT CAMPAIGN
EVENT ASSOCIATIONS
Shikha (2)
1. CONTINUOUS INNOVATION 2. POWERFUL HOLD ON MANAGING MASS COMMUNICATIONS 3. EVIAN CHOICE OF ASSOCIATING WITH ADVERTISER BETC PARIS Q1. Evian is a global mineral water brand that is sold to millions of people across the world. Ananlyse the reasons for its success?
Q2. WHAT WILL BE THE STRATEGIC EVOLUTION OF THE BRAND’S COMMUNICATION? • Evian an evolve its communication strategy via technological advancements like associating with new TV innovations coming up claiming a more natural display , which can reinforce evian’s brand equity. • It an go for direct channel marketing via individual communication with celebrities, industrialist for the usage of the brand. • It can associate with brands like Johnson and Johnson's to co- market its product to pregnant women / mothers in the European countries of France, Switzerland , and the UK.
Q3.Can any other mineral water brand ever take over Evian’s market share? Yes 1. If its competitor provide same quality at low price 2. If they target large section of the market No 1. It has ensured its brand loyalty with continuous innovation 2. It mass communication has been huge success created loyal customers which is difficult to compete with.
1908 1930’s 1950’s 1968 1980’s 1998 2007-08 2013 2016 Evian begins selling in glass bottles Starts selling in PVC bottles Purity High-end positioning Live youngBaby & me campaign starts Toda ySeptember 10, 2016 Targeted Babies The Original Water babies ad campaign starts Health Alps as its theme Live young Roller babies campaign starts 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.
Shikha (2)
Created by Shikha Sharma , DRC, DU , during marketing internship under Prof. Sameer Mathur, IIM - LUCKNOW

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Shikha (2)

  • 1. *
  • 3. HISTORY OF EVANS • 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
  • 4. mission vision To the leading brand of high quality water supplier. To provide high quality water to their targeted market
  • 10. 1. The water you drink is as important as the air you breathe.” 2. “The Original” 3. “Live young ” Evian’s innovativE slogan-
  • 11. THE IDEA WAS TO RECONNECT WITH THEIR INNER CHILD
  • 16. 1. CONTINUOUS INNOVATION 2. POWERFUL HOLD ON MANAGING MASS COMMUNICATIONS 3. EVIAN CHOICE OF ASSOCIATING WITH ADVERTISER BETC PARIS Q1. Evian is a global mineral water brand that is sold to millions of people across the world. Ananlyse the reasons for its success?
  • 17. Q2. WHAT WILL BE THE STRATEGIC EVOLUTION OF THE BRAND’S COMMUNICATION? • Evian an evolve its communication strategy via technological advancements like associating with new TV innovations coming up claiming a more natural display , which can reinforce evian’s brand equity. • It an go for direct channel marketing via individual communication with celebrities, industrialist for the usage of the brand. • It can associate with brands like Johnson and Johnson's to co- market its product to pregnant women / mothers in the European countries of France, Switzerland , and the UK.
  • 18. Q3.Can any other mineral water brand ever take over Evian’s market share? Yes 1. If its competitor provide same quality at low price 2. If they target large section of the market No 1. It has ensured its brand loyalty with continuous innovation 2. It mass communication has been huge success created loyal customers which is difficult to compete with.
  • 19. 1908 1930’s 1950’s 1968 1980’s 1998 2007-08 2013 2016 Evian begins selling in glass bottles Starts selling in PVC bottles Purity High-end positioning Live youngBaby & me campaign starts Toda ySeptember 10, 2016 Targeted Babies The Original Water babies ad campaign starts Health Alps as its theme Live young Roller babies campaign starts 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.
  • 21. Created by Shikha Sharma , DRC, DU , during marketing internship under Prof. Sameer Mathur, IIM - LUCKNOW