This report will introduce the brand Evian and its marketing communications operations in the United Kingdom. Moreover, a marketing audit containing Evian’s main competitors as well as a PEST and SWOT analysis will be conducted. Thereafter, an integrated marketing communications plan for the period from July 2015 to June 2016 will be presented. A comparison of Evian’s advertising in the UK and Germany will follow the plan.
Evian is a natural mineral water distributed in the United Kingdom by Danone Waters Ltd and sold in overall 143 countries. Danone is a multinational consumer goods company divided into four divisions – waters, baby and medical nutrition as well as fresh dairy products (MarketLine Industry Profile, 2014). Besides marketing international brands like Evian, Danone’s water division also offers products under local brands like Fontvella in Spain (MarketLine Industry Profile, 2014). During the financial year 2014, Danone had sales of €21,114 million with its water division accounting for €4,186 million (Danone, 2015b).
Table of Contents
1 Introduction
2 Marketing Audit for Evian
2.1 Overview of the Brand
2.2 Unique Selling Proposition
2.3 Current Advertising
2.4 Target Audience
3 Market Analysis
3.1 Market Drivers
3.2 PEST Analysis
3.3 Main Competitors
3.4 Market Outlook and Future Trends
3.5 SWOT Analysis for Evian
4 Marketing Communications Plan
4.1 The Overall Strategy and Objectives
4.2 Message Content
4.3 Communication Tools
4.4 Media
4.5 Budgeting
5 Comparison of Advertising in the UK and Germany
6 References
Objectives and Research Themes
This report develops an integrated marketing communications plan for Evian natural mineral water in the United Kingdom, specifically covering the period from July 2015 to June 2016, with the goal of expanding market share and launching a new product variant.
- Analysis of the current marketing position and competitive landscape of Evian.
- Evaluation of market drivers, PEST factors, and SWOT analysis for the UK bottled water market.
- Strategic planning for the launch of the new "Evian Naturally Active" product line.
- Determination of effective communication tools, media channels, and budgetary allocation.
- Examination of standardized global advertising strategies versus localized adaptation.
Excerpt from the Book
2.1 Overview of the Brand
Evian water is sourced from a spring in Evian-les-Bains in the French Alps and its benefits were first experienced in 1789 by the Marquis de Lessert who was cured from his kidney stones after drinking the water (Evian, 2015a).
Evian water can use the term natural mineral water in the UK because it meets the specifications of the British Soft Drink Association. According to these regulations natural mineral water “must come from a protected source and by law may not undergo any treatment except filtration to remove sand particles” (Mintel, 2015c) which Evian water complies.
The product range only comprises of unflavoured still water but comes in different sizes of PET bottles from 33cl to 2l with different caps (Evian, 2015d). Moreover, Evian offers glass bottles containing 750ml or 330ml as well as limited edition bottles that are designed by famous fashion designers like Jean-Paul Gaultier (Evian, 2015d). Besides selling natural mineral water, Evian also sells a facial spray.
The water can be found in many major grocery stores like ASDA, Tesco and Sainsbury’s as well as in small and independent stores. Moreover, Evian water can be bought on-trade in many restaurants, bars and pubs. The prices on the off-trade market vary from £0.04 to £0.11 per 100ml depending on the size of the PET bottle and the cap while smaller on-the-go bottles with sport caps are most expensive (ASDA, 2015). Compared to competitors like Buxton, Highland Spring or ASDA’s own-label water, Evian is almost twice as expensive whereas compared to Volvic and Pure Life the prices are nearly the same (ASDA, 2015).
Summary of Chapters
1 Introduction: Provides an overview of the Danone corporation and outlines the purpose of the report, which is to analyze Evian's market position and propose a marketing communications plan.
2 Marketing Audit for Evian: Details the brand history, unique selling proposition, current advertising strategies, and target audience identification.
3 Market Analysis: Assesses the UK bottled water market through market drivers, PEST analysis, competitive benchmarking, future trends, and a SWOT analysis for Evian.
4 Marketing Communications Plan: Outlines the strategic objectives, message content, communication tools, and media scheduling for the launch of the "Evian Naturally Active" product.
5 Comparison of Advertising in the UK and Germany: Examines how standardized advertising campaigns are applied across different European markets to maintain brand consistency.
6 References: Provides a comprehensive list of sources used throughout the report.
Keywords
Evian, Danone, Marketing Communications, Bottled Water, UK Market, Market Audit, PEST Analysis, SWOT Analysis, Brand Strategy, Live Young, Naturally Active, Consumer Behavior, Advertising Campaign, Media Planning, Volvic.
Frequently Asked Questions
What is the fundamental purpose of this report?
The report aims to provide a comprehensive marketing communications plan for Evian in the UK for the period of July 2015 to June 2016, focusing on increasing market share and launching a new product.
Which key sectors are analyzed regarding the brand?
The analysis covers brand history, unique selling propositions, target audience demographics, competitive positioning, and an integrated marketing strategy including budget and media mix.
What is the primary objective of the proposed marketing plan?
The core objective is to increase Evian's measurable market share in the UK bottled water off-trade market from 16% to 25% and boost volume sales by 20%.
Which methodology is utilized for the market assessment?
The report employs standard business analysis tools including a PEST analysis (Political, Economic, Social, Technological) and a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
What does the main body of the report cover?
The main body integrates a detailed marketing audit, a thorough market analysis of the UK bottled water industry, and a concrete, actionable marketing communications plan for the "Evian Naturally Active" product launch.
Which keywords best characterize this work?
The work is defined by terms such as marketing strategy, integrated communications, brand equity, competitive analysis, and consumer lifestyle branding.
What is the strategic significance of the "Evian Naturally Active" launch?
It represents an expansion of the product portfolio into the fortified water segment to compete directly with energy drinks and cater to health-conscious, active individuals.
How does the report justify the use of standardized advertising in the UK and Germany?
The report argues that shared cultural values, common distribution channels, and the avoidance of language barriers (via visual, non-verbal storytelling) allow for effective global standardization of the "Live Young" campaign.
- Quote paper
- Laura Schmiedl (Author), 2015, Marketing Communications Plan for a Natural Mineral Water from July 2015 to June 2016, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/956865
