Nestlé waters
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The document provides an overview of the French bottled water market and Nestlé Waters' position within it. It discusses key market figures showing declining volume and value. Competition is fragmented with Nestlé Waters holding a 24.5% market share. Using Porter's five forces, it analyzes the threat of substitutes and new entrants. Nestlé Waters is a market leader with 14 brands in France. It has a global sustainable development strategy and focuses on health, pleasure and natural positioning. The branding strategy section details Perrier's positioning, packaging, pricing, distribution and communication approach.
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Nestlé waters
- 1. NESTLÉ WATERS CASE STUDY N°1 Customers, Value and Profitability Gabrielle Pinchaud Marion DUCLAUX - Adrien DAMEZ - Jules CLEMENT - Laurent CHADIAN - Vincent DI LEONE J’suis pas chaud lundi 21 novembre 2011
- 2. La Subitudine AGENDA MARKET KEY FIGURES NESTLÉ KEY FIGURES BRANDING STRATEGY lundi 21 novembre 2011
- 3. SU MARKET KEY FIGURES MARKET VOLUME // MARKET VALUE // COMPETITION // PORTER’S 5 FORCES SCHEMA lundi 21 novembre 2011
- 4. FRENCH BOTTLED WATER MARKET MARKET VOLUME (2010) Million liters Growth 8 600! 0,00%! 8 401 8 400! 8 143 -1,00%! 8 200! 8 000! 7 804 -2,00%! 7 800! 7 588 -2,50% 7 600! 7 396 -3,00%! 7 400! -2,80% -3,10% 7 200! -4,00%! 7 000! -4,20% 6 800! -5,00%! 2006 2007 2008 2009 2010 MILLION LITERS! Growth! Source : lundi 21 novembre 2011
- 5. FRENCH BOTTLED WATER MARKET MARKET VALUE (2010) Million euros Growth 3 900! 0,00%! 3 850 3 850! 3 787 3 800! 3 750! -1,00%! 3 698 -1,40% 3 700! -1,30% 3 645 3 650! -1,60% 3 597 3 600! -2,00%! 3 550! -2,30% 3 500! 3 450! -3,00%! 2006 2007 2008 2009 2010 Turnover! Growth! Source : lundi 21 novembre 2011
- 6. FRENCH BOTTLED WATER MARKET COMPETION Others 8,60% 24,50% 38,10% 28,80% Source : lundi 21 novembre 2011
- 7. SU PORTER’S 5 FORCES SCHEMA NESTLÉ WATERS Potential entrants FRENCH BOTTLED Suppliers WATERS MARKET Buyers Substitutes lundi 21 novembre 2011
- 8. High entrance New brands barriers A new brand or a new •High investment required takedown that directly •A mature market competes with products that •A necessary «price» are positioned on the same positioning target •Importance of R&D Low risk Moderate risk Potential entrants FRENCH BOTTLED Suppliers WATERS MARKET Buyers lundi 21 novembre 2011
- 9. Potential entrants A very low negotiation power (Purifying agents, plastic or glass bottles suppliers) FRENCH BOTTLED Suppliers WATERS MARKET • Small sizewith suppliersbeverage giants negotiation of food & (tough like Nestlé) • Maybe on product quality ? Substitutes Low risk lundi 21 novembre 2011
- 10. FRENCH BOTTLED Suppliers WATERS MARKET Buyers Substitutes Tap water : Other beverages : • Not in many regions, the same use • Sodas/Juices and more are • But is as good as tap water becoming more «healthy» oriented. bottled water High risk Low risk lundi 21 novembre 2011
- 11. Potential Distributors entrants • Bottled with main distributors which negotiate waters producers have to are fighting to lower the prices FRENCH BOTTLED WATERS MARKET Buyers Consumers Substitutes •Consumers have a large choice available •Importanceloyalty is a key point on differenciation •Customer lundi 21 novembre 2011
- 12. FRENCH BOTTLED WATERS MARKET MATURE MARKET LOW PRODUCT DIFFERENCIATION IMPORTANT FIXED COSTS INDUSTRIAL GIANTS High Internal competition SU lundi 21 novembre 2011
- 13. SWOT Strengths Weaknesses • Market leader (World & France) • Products are more expensive than • Well developed quality process competitors products • Strong Research & Development • Substitute products (tap water) • Fast moving consumer goods • No “star” product • • Opportunities Threats • High price of products • Buyout of small brands • Development of store brands and first price • Creation of new brands products • Innovation of products • High level of competition • Mature and stable market • Innovation of competitors • • Development of quality norms • lundi 21 novembre 2011
- 14. NESTLÉ WATERS KEY POINTS KEY FACTS // GLOBAL STRATEGY // COMEPETITIVE POSITIONING // SEGMENTATION // MAPPING lundi 21 novembre 2011
- 15. NESTLE WATERS IN A FEW WORDS LEADER on the French market 14 WATER BRANDS in France, 67 brands worldwide 33% market share in France (value) 1,6 bn liters sold in 2010, representing €6,4 bn A sustainable policy : -20% non sustainable activities by 2012. (2010) lundi 21 novembre 2011
- 16. A sustainable policy : -20% non sustainable activities by 2012. packaging Nestlé Waters has reduced packaging weight per litre -19% produced by 19% between 2005 and 2010 energy Nestlé Waters has reduced energy consumption per SU litre produced by 22% in its factories between 2005 -22% and 2010. water With 0.65 L additionnal water used to produce one liter in 2010, Nestlé Waters has reduced its water -34% use ratio by 34%. lundi 21 novembre 2011
- 17. NESTLÉ WATERS COMPETITIVE POSITIONING Analyse based on consumer value, know-how, ressources required at each step of the conception – manufacturing – distribution process. low 1 2 3 4 5 high SU MARKETING • Range! • Market share! PRODUCTION • Productivity! • Capacity! • Localization! R&D • Budget! • Potential! FINANCE • Range! Debts • Market share! Financial Capacity HUMAN RESSOURCES • Range! organization Internal Nestlé Waters Key Success Factors lundi 21 novembre 2011
- 18. PRODUCT SEGMENTATION SU Still water where Nestlé Water is market leader Sparkling water Nestlé Water is also leader on this market Aromatized water created in 1985 lundi 21 novembre 2011
- 19. MAPPING Nature Social Individual value value Science lundi 21 novembre 2011
- 20. BRANDING STRATEGY KEY FIGURES // POSITIONING // PRODUCT // PRICE // PLACEMENT // PROMOTION SU lundi 21 novembre 2011
- 21. KEY FIGURES 2007 turnover : € 407 millions 6,55% market share within Nestlé Waters Present in 125 countries 25% on the French sparkling water market #1 International bottled sparkling water brand lundi 21 novembre 2011
- 22. SEGMENTATION 4,19% 95,81% Flavoured Sparkling water Sparkling water 88,58% 7,23% Mineral sparkling water Spring sparkling water 2010, in volume SU lundi 21 novembre 2011
- 23. POSITIONING Health Drug Beauty Vitality Beneficial Origin On table Legend Eat well Nature Local Pleasure Pleasure lundi 21 novembre 2011
- 24. PRODUCT Consumer experience #3 shape hearing #2 color #4 taste #1 green «pshiiiit» gaz & sexy design bubbles lundi 21 novembre 2011
- 25. PACKAGING Perrier nature Glass : 75 cl, Plastic : 50 cl Can : 33 cl 33 cl and 20 cl and 1 L Flavoured Perrier Plastic : 50 cl, Eau de Perrier Glass : 75 cl, 1 L Plastic : 1 L Subituuuudine lundi 21 novembre 2011
- 26. PRICE 0,39€ 0,44€ 0,50€ 0,53€ 0,70€ 0,70€ 0,77€ Higher prices in SuperMarkets than HyperMarkets 0.15€ / 0.20€ of difference SUBIRE lundi 21 novembre 2011
- 27. DISTRIBUTION RETAIL DISTRIBUTION All kinds of bottles are present on store Good positioning (eyes and hands level) lundi 21 novembre 2011
- 28. DISTRIBUTION CATERING TRADE NETWORK Water represents 50% of non alcoholic sales in restaurants High competition with the «carafe» Eau de Perrier (1 L & 50 cl) is the 4th sold water Other ways of distribution are : Automatic distributors Bakeries... lundi 21 novembre 2011
- 29. COMMUNICATION GOALS SU •Reinforce the STRATEGY notoriety TARGET : 18-35 ANS •Originality and •Make the target younger conviviality • Advisors •To win new •Become a « pleasure • Active audience customers who look source » instead of on the website for new pleasure being a healthy water without sugar excess as their competitors •Develop the link the brand and the customers lundi 21 novembre 2011
- 30. COMMUNICATION Medias • TV • Internet : e-mailing • Club Perrier Non media • Touch point advertising in Catering Trade Network • Sponsoring : Rolland Garros • Promotionnal products • Flyers lundi 21 novembre 2011
- 31. COMMUNICATION Brand values • Impertinence & humorous • Social • Sensations & Emotions • Natural > Classic • Sparkling > Pleasure Various images of the brand : • Perrier Forever (history & origins) • Perrier Lifestyle (taste & quality) • Perrier Re-Source (energy & dynamic : "L'air, l'eau, la vie…") • Alternative (daring & cutting-edge : "Perrier c'est fou") lundi 21 novembre 2011
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- 34. NESTLÉ WATERS CASE STUDY N°1 Thank you for your attention Marion DUCLAUX - Adrien DAMEZ - Jules CLEMENT - Laurent CHADIAN - Vincent DI LEONE lundi 21 novembre 2011