niharika evianppt
TRANSCRIPT
Managing mass communication
OfEvian Managing mass communicationFor
EVIAN
DANONE GROUPPRESENTS
1.5B
BOTTLES
140 COUNTRIES
$1,027NET WORTH
EVIAN
INNOVATION, POWERFUL AND ORIGINAL
COMMUNICATION
1930PERFECT WATER FOR BABIES
1950STRAIGHT FROM ALPS
1980PURITY
THE WATER YOU DRINK IS AS
IMPORTANT AS THE AIR YOU BREATHE
AD CAMPAIGN1998
“WATER BABIES”APPROVAL RATING 94%
RECOGNITION SCORE 91%
PURITY“THE
ORIGINAL”
2007-2008
ECONOMIC CRISIS
ToooooooExpensive !!!!!!!!!
CONSUMERS TURN TO LESS
EXPENSIVE WATERBRAND NEEDS A
RECONSTRUCTION
FRANCE
UK
SWITZERLAND
PREMIUM BRAND
USA
ASIAN NATION
GULF
AUSTRALIA
LUXURY BRAND
50% sales outside France
But Narrow urban
market
Hey yo !!!!!Back to babies
Roller babies this tie
254 million views
GUINNESS WORLD RECORDADVERT OF THE YEAR20%MORE EFFECTIVE
ASIA CONFUSED
BABIES
ON ROLLER
PURITY
LUXURY WATER
BRAND
SYNTAX
ERROR
ANOTHER NEW FROM EVIAN (BETC)
LIVE
YOUNG
“LIVE YOUNG”ANOTHER AD CAMPAIGN
{MIRROR DANCING} RECONNECT WITH YOUR
INNER CHILD
SEVERAL PROMOTIONAL EVENTS
2009 •PAUL SMITH
2010 •ISSEY MIYAKE
2014 •KENZO
OFFICALWATER BRAND
KEY SPONSOR
ANDPARTNER
SUMMARY
AD CAMP• FACTORS•TARGET MARKET•CROWD PSCYCOLOGY•AREA AND CULTURE STUDY
MARKETING STARTEGY
•PREMIUM BRAND•LUXURY BRAND•ECONOMICAL FACTORS•AREA STUDY
SPONSOR
•GAMES•FASHION SHOWS•RED CROSS
DISCLAIMER
CREATED BY NIHARIKA YADAV,NIT RAIPUR,DURING A MARKETING INTERNSHIP
UNDER PROF. SAMEER MATHUR, IIM LUCKNOW