1.
E V I A N LIVE YOUNG

2.
HISTORY WHEN IT ALL STARTED
1789
1908
1969
1970
1995
The water was
discovered by the
Marquis Lessert.
Evian water
began to be
sold in glass
bottles.
BSN group took
100% control
of Evian.
First PVC
bottle was
launched
Evian switched
to collapsible
PET bottled.

3.
MISSION
• Provide purest water
untouched by man
• To promote healthy lifestyle
• Work with local players to
protect and restore the
wetlands resources
• Reduce poverty and improve
communities living conditions

4.
THEN WHY DO PEOPLE
BUY EVIAN ?

5.
Mission
Money
MESSAGE
MEDIA
MEASUREMENT
ADVERTISING 5 M’s of advertising

6.
MESSAGE 1 “The Force of Balance”
2
3
“The Original”
“Live Young”
SLOGANS : CHANGING
MESSAGE ACCORDING TO
SITUATION
4
“The water you drink
is as important as the
air you breathe”

7.
SOCIAL
RESPONSIBILITY
Co llab o rati n g w it h loc a l
p ar t ne r s to p res e r v e evi an
nat ura l r es our c e
3
1
Sharing their know-how2
Restoring natural water ecosystems
PRESERVING WATER

8.
TAKING ACTION ON
BOTTLES & CO2 EMISSION
PET Bottles1
Objective : Zero Net
Carbon by 2020
2
SOCIAL
RESPONSIBILITY

9.
MEDIA PRINT MEDIA

10.
MEDIA MEDIA VEHICLES
YouTube and other
internet media
BRAND
AMBASSADORS
APPLICATIONS
AND WEBSITES

11.
AD CAMPAIGNS WATER BABIES
• Babies swimming in
synchronicity, a metaphor to
evoke youth
• Approval rating: 94%
• Recognition score: 91%

12.
• Launched in France, UK, Belgium, Germany,
Canada, US, Russia and Japan
• 254 MILLION VIEWS ON YOUTUBE !
• Set a Guinness World Record
• Advert of the year –TIME magazine
• In top 20% most effective ads ever
• T-shirts with images of Baby bodies for Asian
market
AD CAMPAIGNS ROLLER BABIES :2009

13.
AD CAMPAIGNS
BABY & ME: 2013
• T-shirt campaign continued
• Views: 30 MILLION in 5 DAYS
• Message : To allow consumers
to reconnect with their inner
child
• Application launched for
iPhone users
• Sales in Evian vans
• One of the most creative ads

14.
MEASUREMENT & IMPACT
• 2009 : Drop in Market Share by
25%
• 2013 : France- +7% in sales
UK - +13% in Market Share
Canada : + 7% in Market Share
AD CAMPAIGNS

15.
MASS
COMMUNICATION
EVENTS & PUBLIC
RELATIONS

16.
SOCIAL MEDIA
FUTURE OF
ADVERTISING
YOUTUBE
222,298
SUBSCRIBERS
31 VIDEOS
TWITTER
37477 FOLLOWERS
43699 TWEETS
SNAPCHAT
STRATEGIC EVOLUTION
AND FUTURE
FACEBOOK
265,708
FOLLOWERS

17.
• High transportation costs because of
the only source in France
• Small demographic segment of
“Elite” to target
• Small Geographic reach
• Heavy dependence on 2 products
• Risk of fall in sales during recession
• Competitors like Fiji, Perrier, Dasani
• Consumers do not care about
“Natural Spring Water”
MARKET POSITION
WEAKNESSES &
COMPETITION

18.
SUGGESTIONS
Increase product range
Increase “Sales Promotion”
Expand geographically in potential markets like
India, Brazil etc.
Sponsor more international big events
Expand media coverage by advertising health
benefits on Science Channels like Discovery,
Nat Geo etc.
Sign up more brand ambassadors who are
famous in local markets

19.
S
U
M
M
A
R
Y

20.
DISCLAIMER
This presentation is created by Soham Gorade, MES AGC, Pune, during
“Marketing Internship” under Prof. Sameer Mathur(IIM Lucknow)