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