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Analysis of the Perrier Company (2005)

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documents in English
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case study
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10 pages
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  1. INTRODUCTION
  2. About the company
  3. Generic strategy, the methods used and ways of growth
  4. External analysis
  5. Internal analysis
  6. Strategic recommendations

For over twenty years, Perrier has retained its position as the world leader in aerated water. Despite great difficulties in the 1990s, following the case of benzene, the company was able to restore the situation in the early 2000s, including the establishment of an effective innovation strategy. However, the market for soft drinks is a dynamic and a highly competitive market. It is necessary to conduct a study of the company and its environment to ensure the future of the company.

After a period of glory followed by a severe crisis in the early 1990s, Perrier has implemented various strategies to ensure its development.Indeed, in 1990 with the case of benzene, the international reputation of the Perrier brand has been severely abused, especially in the United States where it was well established.To get out of this crisis, and after buying the brand from Nestle Waters, a diversification strategy has been put in place to capture new markets and strengthen the competitive position of the mark.

This strategy requires a policy of innovation with new products, new formats, and new flavors. For example, the brand has created the 'Perrier water "to conquer the market for water table and thus broaden its target to more consumers.? After this period of crisis, Perrier has also had to develop and strengthen its position internationally by establishing: A policy of modernizing the structure of the company with the establishment of a social dialogue, and a more serene climate that enabled better competitiveness in logistics, and industrial performance.

The main objective was to obtain a seamless supply and an uninterrupted product. A strong dividend policy through the selection and construction of a network of distributors was capable of developing and enhancing the brand, particularly in providing its partners with training on the sale of products of Perrier. The company promoted the network of CHR (cafe, hotel, restaurant), an ideal distribution channel for consumers to integrate Perrier and relax along withtheir daily lives.

A policy of diverse mass communication, with the use of different media such as display, sponsorship, TV advertising was used. Previously, communication sought to emphasize the character and dynamics of the prestigious brand. 'Today, we try to give a character to Perrier in an offbeat, and unconventional trend.'

Tags: Perrier, diverse mass communication, display, sponsorship, dividend policy, cafe, hotel, restaurant, industrial performance, competitive position, soft drinks, Nestle Waters

[...] For example, the brand has created the 'Perrier water "to conquer the market for water table and thus broaden its target to more consumers.? After this period of crisis, Perrier has also had to develop and strengthen its position internationally by establishing: A policy of modernizing the structure of the company with the establishment of a social dialogue, and a more serene climate that enabled better competitiveness in logistics, and industrial performance. The main objective was to obtain a seamless supply and an uninterrupted product. [...]


[...] It is important to note that the mass distribution channel is very crowded, especially with the proliferation of references and the appearance of many brands, while sales in other channels such as the CHR network and ATMs are growing ( increase in 2002 for the CHR). THREATS AND OPPORTUNITIES THREATS OPPORTUNITIES Awareness by consumers Consumers are moving more of the risks of excessive towards healthier products such as consumption of BRSA's high sugar water, fruit juices, products or content. light drinks. [...]


[...] Demand Analysis The market for soft drinks (BRSA) The BRSA market is a very dynamic market where supply is frequently renewed.French sales of BRSA are constantly increasing, because in 2003 they increased by and the forecast for 2004 was As for international sales of BRSA, they rose by in volume during 2003, while household consumption grew by (including water BRSA). In 2001, global consumption of fruits and vegetables increased by and that of soft drinks by the latter representing 32% of total fluid intake. [...]

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