"The Source Perrier Company" faced massive success in France and abroad in 1906. Perrier is a classic "chic" drink par excellence, and in 1984, it became the first company of mineral water worldwide. However, in 1990, "the case of benzene" strongly weakened the group and it was bought by Nestle in 1992.
Today, the company is managed by Perrier's subsidiary Nestle Waters, the world leader in bottled water. Perrier is involved in the business of being a producer of sparkling mineral water. In addition, Perrier has two strategic business areas: It is distributed in supermarkets (large and medium surface) and the CHR network (coffee, hotels, and restaurants), and develops and formats glass. The choice of this implementation has been done, as it enhances its presence in this department as well as maximizes its visibility.
Firstly, Perrier is one of the premium brands of Nestle Waters Corporate, leading the global bottled water market. Perrier also presents its product by emphasizing its exclusiveness. Perrier uses a creative and provocative advertising that allows it to have a prestigious, unique, dynamic image to thrive. Perrier has always enjoyed a strong reputation. Indeed, its image is reflected in the media.
Perrier has a high international reputation and in 1984, 45% of its turnover was devoted to exports. In addition, Perrier is present in 114 countries and constitutes a world of sparkling water. Moreover, Perrier develops its generic strategy being a sponsor in the sports arena, especially the Tour de France and Roland Garros.
Finally, all promotional items follow the trend of Perrier with its color-coded green and yellow logo.
The generic strategy must follow the policy of the 4 Ps: Product, Price, Distribution, and Communication
Product: It is present on a market segment. It has a strong image, the classic Perrier is naturally carbonated mineral water. It is composed of two sub-segments: 100% natural and flavored. Perrier has developed several products, Perrier classic Perrier water and Perrier Fluo.
Tags: Perrier, Perrier Fluo, study of the company Perrier
[...] of competitors. The American group *Leading producer and *Consolidated sales of brands. The British group *Orangina Schweppes * Consolidated turnover outside the Colas. countries with a large number of brands. The American group *Present on the market *Consolidated turnover snacks. countries with a large number of brands. The German group Eckes *European leader in *Consolidated turnover *Eckes-Granini is and international brands / grouping of the market thanks to its business owners for a food chain. Recommendations for the future: With strong competition in the market for BRSA, competitors are waging a price war. [...]
[...] Price reflects the luxury image of the product. Distribution: The packaging is in the best known glass bottles, but PET bottles also have an innovative design. To study this, we may note the example of Perrier Fluo: thanks to its packaging, the brand has managed to differentiate itself from other beverages and hit a different, more innovative target. In addition, Perrier bottles have become media artwork. Artists adorn the bottles for special occasions such as Christmas, and New Year when Consumers are more sensitive to the aesthetics of the packaging. [...]
[...] Perrier could therefore aim to be associated with a luxury brand of clothing to create a bottle. It should choose a brand which is popular with young people (such as Diesel, Vuitton) so as not to develop an austere side. This partnership could last a few years, while having a long-term impact on the image of Perrier and therefore on its sales. Indeed with strong communication about the partnership Perrier will rapidly and permanently be associated with the selected luxury brand. [...]
[...] Indeed, extending the range of product formats and is primarily a way for the brand to expand its consumer-base. The example of Perrier Fluo is the most striking demonstration: This product was developed for a specific target, young adults (20-35 years) because they were not potential customers of the brand. The Perrier Fluo is a drink which contains carbonated water and soft drinks, which has the advantage of being less sweet than other soft drinks, and has a unique taste. [...]
[...] consumers. Indeed the aggressive slogans or nonconformist side can the promotion of put off a certain Perrier Fluo), category of consumers. and is necessarily what attracts attention. * Perrier today bases its Communication on offbeat creativity and youth (especially to showcase the new Perrier Fluo). * Unlike other aerated waters who focus their communication on the health side, Perrier water table highlights the fun and practical side. * Perrier uses multiple media press, radio etc.). Perrier has also long been a partner of sporting events, which in addition to maximizing its visibility give it a good picture. [...]
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