The objective of this report is to elaborate a marketing strategy for the launching of the Evian bottle water in India. Evian is today the best selling brand of mineral water in the world, with 1.5 billion bottles sold every year. It was acquired by the Danone Group in 1991. The company is present in 5 continents and in 125 countries. Bottled water consumption has been steadily growing in the world from the past 30 years. It is the most dynamic sector among all the food and beverage industries. Bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water, and although industrialised countries consumers have, in principle, access to cheap good quality tap water. We are going to define the opportunities and threats for Evian to launch its product in the Indian Market. First of all, we will present the company and a general information about India, analyze the worldwide market and the Indian market. We will also evaluate the competition through the major competitors. After that, we will be able to define a marketing strategy for Evian with the context of the launch, the main targets, the positioning, and the channels of distribution.
[...] We consider that India should exceed China in population by the middle of the 21th century. Density of population: 324 inhabitant/km2 times more than in France). Life expectation: 63 years. Urban population: 28%. Rate of elimination of illiteracy: Currency: the rupee ( Rp) euro = approximately 50 rupees. Languages: English and 15 official languages, among which Hindi is the most common, then there are the assamais, the cachemiri, the Bengalese, the pendjabi, the tamoul, the ourdou, the telougou, the marathi, the gujarati, the kannada . [...]
[...] Retailers Offer goodies, such as bottle mats to restaurants, hotels and spas; paper to take orders with the Evian's logo for hotels and restaurants; paper notes and calendar for enterprises Prepare a grid for discounts depending on the number of bottles bought Make a kind of contest for the best ‘exhibition space' for the brand of flavored water bottles between retailers and offer them some reductions Offer PLV to the retailers Publicity To manage the public's perception of a subject using an external entity: Conduct a survey on the quality of water in India Take a stand on the subject of water by implying the company in the fight for the water resources development in India Celebrate the anniversary of an association like IWRA (International Water Resources Association) D. [...]
[...] Drinking water supplied in many parts of India are intermittent. Transmission and distribution networks for water are generally old and badly maintained, and as a result, are deteriorating. Political/legal: India is a Sovereign, Socialist, Democratic Republic with a parliamentary system of governance. The country is stable due to the political consensus on economic liberalization which started in 1991. One of the objectives of the Indian Foreign Trade Policy is to facilitate bringing of goods and services into India. The FEMA (Foreign Exchange Management Act) is a civil law which facilitates external trade and payments, promotes orderly maintenance of the foreign exchange market in India and relaxes controls on joint ventures, collaborations and subsidiary establishments. [...]
[...] Meanwhile, we decided to launch the classic Evian bottle water in India because the market showed many opportunities and Evian could be able to attract the upper class Indians representing a quite important part of the total population (12-35%). As the risk of patriotism has to be considered, we decided not to spend too much money and minimize the risks in a short term basis to enter the Indian market. But we planned for a mid-term/long-term basis to try to implement new products to our portfolio, like the flavored water, thanks to a joint-venture with a local manufacturer of syrups. [...]
[...] Evian Nomad: France: Canada: $ 2.20 CAD Product: The water Evian is a mineral water, with numerous minerals such as: pH 07.18 Calcium (CA2) 78 Chloride 02.2 Bicarbonate (HCO3) 357 Magnesium (Mg2) 23 Nitrate (NO3) 3.8 Potassium 00.75 Sodium 05.5 The glass bottle of 1 litre The bottle FART of 1.5 L The bottle FART of 33 Cl. The bottle FART of 50 Cl. A new ergonomic water bottle. Evian Nomad, sports a ring-like handle/lid that's easy to swing from a finger or clip to a bag or belt. [...]
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