MARKETING STRATEGIES A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan. TYPES OF STRATEGIES General Marketing Strategies Decision Area Strategies Case studY 1: Evian - Roller Babies CASE STUDY 2:WHOPPER’s “SACRIFICE”

1. MARKETING STRATEGIES
VALUE-CHAIN OF BUSINESS
G.SATHISH
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2. MARKETING STRATEGIES
A strategy that integrates an organization's
marketing goals into a cohesive whole. Ideally
drawn from market research, it focuses on the
ideal product mix to achieve maximum profit
potential. The marketing strategy is set out in a
marketing plan.
TYPES OF STRATEGIES
General Marketing Strategies
Decision Area Strategies

3. GENERAL MARKETING STRATEGIES
 Market Expansion
 Market Share Growth
 Niche Market
 Status Quo
 Market Exit
DECISION AREA STRATEGIES
 Target Market Strategy
 Product Strategy
 Pricing Strategy
 Distribution Strategy
 Promotion Strategy- create a plan that can quickly build awareness of the
product.

5. EVIAN- INSIGHT & STRATEGIES
 Context :
The Natural Mineral Water Market is under pressure in
Europe because of sustainability, and economical issues.
With the cheapest water option, tap water, on the rise.
 Marketing objectives :
To justify evian’s premium status. Evian is 3 times more
expensive than other brands of spring water in France.
The gap can be even broader in the rest of Europe
e.g. in the UK, Germany and Belgium.

6. EVIAN- INSIGHT & STRATEGIES
 Communication objectives :
• Turn evian into a truly global brand, with a consistent territory worldwide.
• Strengthen evian’s equity, therefore fueling its emotional appeal, to
reconnect with its consumers.
• Create a global event on the brand, at low-investment levels, to get the
brand back to the forefront.
 Idea :
Use youth –more specifically babies, a traditional concept for evian – to
valorise the values of evian – one of man’s greatest aspirations, and an
attitude, a mindset that creates engagement from consumers, cross-
generation and cross-geographies.

7. EVIAN: CREATIVE EXECUTION
A unique idea, implemented across an extensive media mix, to
appeal to a maximum number of people, to encourage them to
appropriate and propagate the campaign themselves.
Maximising complementarities between media for maximum results
• Digital – A full entertainment programme was created online, with
2 pre-launch viral movies, a Premiere, a Making Of, and
interviews with the babies on YouTube, blogs and the new evian
LiveYoung website.
• PR – to activate the world’s media and stimulate general interest
around the campaign and the brand.

8. EVIAN: CREATIVE EXECUTION
• Events – Berlin Fashion Week, US Masters etc – to engage
consumers locally.
• TV & Cinema – to leverage the entertainment dimension.
• Print – To complete the message of the campaign, 7 months after
the launch of the first film.
• The Live Young Training Website – to continue engaging
consumers with the brand.

9. EVIAN: THE PRINT ADVERTISING CAMPAIGN
The campaign designed to flow on naturally from the world famous
“Rollerbabies campaign”.
 Eight portraits by fashion photographer Nathaniel Goldberg show
adults wearing t-shirts with the screen printed image of a baby’s
body, giving the impression of what they looked like as babies.
 Each carries a bottle of Evian. The “Live Young” strapline,
strengthens the message of the Rollerbabies film by symbolising
the effect of evian on the bodies of adults of all ages.

10. EVIAN : T-SHIRT SAMPLES

11. EVIAN: RESULTS AND EFFECTIVENESS
Massive, positive PR noise, buzz, virality around the brand:
• Over €5m in free airtime, 102m views for the campaign– with
Rollerbabies becoming the most-viewed ad on the web ever
(Guinness World Records).
• Time Magazine advert of the year, #1 for the Wall Street Journal,
Guardian Top Magazine.
• Internet users watch the ad 3 times on average. Ad viewers are 3
times more likely to go to the evian website than average.

12. EVIAN: RESULTS AND EFFECTIVENESS
• One of the top 20% most-effective ads ever – source GfK France,
Belgium, Germany.
PROFIT EARNED:
With impressive sales results so far:
• France: +7% in sales
• UK: +13% in market share
• Canada: +7% in market share

13. CASE STUDY 2:WHOPPER’S “SACRIFICE”
What would you do for a free
WHOPPER(sandwich)?

14. HERE IS THE ULTIMATE SOLUTION..
You need to DELETE 10
of your friends from your
facebook account.

15. WHOPPER’S “SACRIFICE” APPLICATION

16. AFTER YOUR “SACRIFICE”…??

17. YOUR BURGER IS ON IT’S WAY…

18. CREATIVE STRATEGIES:
 Facebook is a exclusive platform for attracting
 Youth generation.
 Thinking beyond facebook ad’s.
 Aiming for some funny stuff’s.

19. WHOPPER’S: RESULTS AND EFFECTIVENESS
What’s new in this Ad. Campaign?
 Developed a unique facebook application.
 No other promotions used.
 After 2 days of traditional media pick up on this,Stats hit the roof.
 Pulled campaign in 9 days.
 Used by 82,000 people and deleted over 230,000 friends.
 Goal of 25k coupons,among those 23k coupons used.

20. CONCLUSION:
Be different & Be creative