Evian's main competitors are the Perrier Group, Aquafina and Dasani, and all these have engaged in marketing operations to differentiate themselves from the newly entered players and consolidate their position in the international market. The Perrier Group based their marketing campaigns onto radio announcements in order to reinforce their brand; Dasani has launched a new television advertisement featuring the Commodores and other funk stars; and Aquafina (from PepsiCo), has developed a televised campaign based on advertisements featuring celebrities (Hein, 2001).
3.4 Target Market
The target market is identified through the application of the segmentation criteria. The most commonly used such criteria include age, cultural background, economic and social status, political and religious convictions as well as any other criterion considered relevant for the product analyzed. In the particular case of the Evian water, the primary selection criteria are given by socio-cultural background, age, gender and economic status. All these reveal the primary target market for the new Evian water as being formed from high class women between the ages of 31 and 50 who desire to improve the quality of their life and health. The economic status criteria is necessary so to identify those that are willing, and more importantly, able to pay the rather higher price of Evian in comparison to other products on the market. Women are then targeted primarily because they tend to consume larger amounts of water than men do and because they are more conscious of the beneficial effects of water onto the individual's body. The age limitation is given by the belief that women younger than 30 are rarely health oriented and also, women older than 50 find it difficult to drink large amounts of water. As such, however it will address it products to a wide palette of customers, the primary market will consist of high class 30 plus women.
4. Marketing Mix
Before actually developing the marketing mix at the basis on launching the new line of Evian water, the company has to identify the features that differentiate it from the competing products. There are two main features that differentiate the new line of Evian water from competing products and which give it a sustainable comparative advantage. These refer to the oxygenated nature of the water and the biodegradable nature of the recipients. Highly oxygenated water offer the consumer larger amounts of energy and Danone has incorporated the technological developments in their operational processes as to increase the levels of oxygen in the water. Then, the biodegradable recipient is environment friendly and does not eliminate greenhouse gases that contribute to global warming.
4.1 Product
The new line of water will be sold under the Evian brand, with focus on the benefits of drinking Evian water and the complex but natural method of extraction and bottling
The stated functionality of the water is to clinch the thirst of the consumer and help her / him stay in shape by preserving his health
The water will be packed in bottles with modern designs; they will contain depictions of family life, nature and health and will be biodegradable as to limit the polluting waste released into the atmosphere
The product will comply with the highest standards of quality as to serve the most pretentious customers.
4.2 Price
During the immediate period since launch, the oxygenated Evian water will be sold to the public at promotional prices, through the implementation of the penetrating pricing strategy
Once the customer have become familiarized with the product, Danone will implement a variable pricing strategy, meaning that the retail price to the end consumer will be based on the operational costs
4.3 Place
The company will use the already established intermediaries to...
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