1. U.C.
Berkeley
Extension
MarkeCng
Research
Peter
Young
2010evianresearchproject
Caterina
Simone5o
Ι
Marcelo
Brescia
Ι
Sherly
Cho
Ι
Takumi
Kodani

2. SUMMARY
1
Company overview
2
Evian water
3
Target
4
Competitive profile
5
Research objectives
6
Survey methodology
7
Research results
8
Recommendations

3. COMPANY OVERVIEW
 French brand
 Owned by Danone Group
 Entered in US market in 1978
 Brand line: healthy and
beauty products

4. EVIAN WATER
 Traditional and online media
 High quality water  spring
+ sponsorships
water from the Alps
 New signature message
 04 different sizes + limited
“Live Young”
edition packaging
 Environment friendly
 Premium water
 Presented in superstores
and pharmacies

5. TARGET
 All ages
 Higher discretionary incomes
 Multi-ethnic people
TARGET 2
 Healthy and authentic lifestyle
TARGET 1
 Well-Informed (normally know about the product
that they are buying)
 Concerns over the environmental issues

6. COMPETITIVE PROFILE
HIGH
PRICE
 Hard competition involving
quality (mostly focusing on source types)
and prices
PRICE
 Environmental positioning is no more
an option, but a necessity
LOW
PRICE
 Increasing of threats, such as tap water
and flavored water
SPRING
WATER
PURIFIED
WATER
SOURCE
TYPES

7. RESEARCH OBJECTIVES
 Where is Evian standing in the U.S. market?
 How do U.S. consumers see Evian ?
 What should Evian do towards the future in the U.S. market?

8. SURVEY METHODOLOGY
 Survey of convenience
 Self-administered online survey @ Survey Share
 12 structured questions:
 1 to 3 – demographic data
 4 to 8 – customer’s relation
with bottled water
 9 to12 – specific variables related to Evian

9. SURVEY RESULTS
82 RESPONSES Ι 52% FEMALE Ι 48% MALE
-88% buy bottles of water
1) How often -51% of people who purchase bottled water
are young (between 25-32 years old)
do people purchase bottled water?
-41%  at work
2) When do people drink water? -26% of men  at home
-28% of women  during exercises
-41% of men :Price
3) Factors considered when -49% women :Quality
purchasing water
4) Perception of Evian High Quality Premium water

10. SURVEY RESULTS
40% of the interviewee answered that the best
5) Evian’s pricing pricing is between $0.82 -$1.25
-People over 41 years old
Then, who is the most -Surprisinlgy 22.5% of young people between
price sensitive? 18-24 yrs old are willing to pay more
for quality
High Quality perception both in Females and
6) Factors who influence the Males
purchase
-38% said: cheaper bottled water
(Aquafina and Dasani).
7) Threats to Evian (42% of these are people from 18-40 years old)
-24% said :tap water
-24% :Crystal Geyser
8) Evian’s competitors -23% : Fiji
-28% : others

11. RECOMMENDATIONS
FACT 1: almost 90% bottled water + 75% bottled water more than once/week
 RECOMENDATION 1:
Keep developing sustainable actions
FACT 2: 40% normally consume bottled water while working
 RECOMMENDATION 2:
Direct part of communication/distribution to workplace

12. RECOMMENDATIONS
FACT 3: The biggest competitor of Evian = Crystal Geyser + other “cheaper" brands
RECOMMENDATION 3A: Start offering other types of benefits to their consumers
(ex) sweepstakes, special events, cross-selling, etc.
RECOMMENDATION 3B: Develop some contents to get closer to the target
RECOMMENDATION 3C: Expand distribution to convenience stores in office areas

13. RECOMMENDATIONS
FACT 4: The majority considers Evian high quality/premium water
RECOMMENDATION 4A: Focus of the campaign in the other benefits
that Evian can offer to their consumers
RECOMMENDATION 4B: Develop a more in-depth survey
FACT 5: Constant price reduction - specific brands and/or private labels brands
RECOMMENDATION 5: Maintain premium positioning + develop
brand extension line with further focus in the low household income segment

14. U.C.
Berkeley
Extension
MarkeCng
Research
Peter
Young
2010evianresearchproject
Caterina
Simone5o
Ι
Marcelo
Brescia
Ι
Sherly
Cho
Ι
Takumi
Kodani