5. Strong market potential in Hong
Kong
Hong Kong listed for the first time as its
average intake approached 22 gallons.
Higher demand for quality of life
Increasing no. of high-end supermarkets
6. Source: Taitra Global Trade Source
Import
Country
Brands Price Range
*(for 500 ml)
Import %
Perrier
Evian
Vittel
San Pellegrino
HKD 10 or above
10%
Watsons
Select “佳之選”
COOL清涼
Vita
Wahaha 娃哈哈
HKD 5 to 6.5
90%
Evian competes in niche market!
7. Enhance brand awareness of Evian as a luxury brand
To develop a strategy to help Evian, a French
premium water brand, to further develop Hong Kong
market, especially in following areas:
- Segmentation, Targeting, Positioning
8. Interview period: Mid November, 2011
Target: General Public
Survey Method: Street Interview + Online Questionnaire
No. of respondent: 222
Respondent Composition
9. Question: “Please think of 3 luxury brand.”
• Unaided question
• Evoked set
Question: “Have you heard of a brand called
‘Evian’?”
• Aided question
12. Brand Awareness
General conclusion:
Figure 1 - Only 10% of people are able to recall the brand
without help
Figure 2 - Only 50% of the respondent has heard of the
brand Evian, not to mention the health benefits of the
water.
14. Print Ads
high-end magazines, e.g. Cosmopolitan, Fortune
Key messages
Evian’s elegant image
Product benefits of unique water source
and good for health
Elegant
Health
16. What’s our target segment?
Question:
“How likely would you buy 500ml bottled water
above HKD10?”
17. Income Count
HKD10,000 or below 4%
HKD10001-20000 6.5%
HKD20001-30000 6.5%
HKD30001-40000 82.6%
(17% of total
respondent)
HKD40001-50000
HKD50001 or above
Step 1
Extract population willing
to buy luxury water
Step 2
Try to eliminate the
outliers and spot out the
target segment
18. Value Proposition
Target Market High income segment
Benefits Functional Natural
healthy water
Symbolic Prestige
Price Range 3 times of ordinary water
brands
19. 0
1
2
3
4
5
6
3 3.5 4 4.5 5
Perceptualmap of brands
Perceived Value
Perceived Price
Why perceived value is rated lower than
Perrier?
What constitute to customer value?
20. Luxury brand and Evian perception
Correlation
Available at high end places 0.20
Glamorous package 0.88
Premium price 0.37
Admired by peers 0.25
High quality 0.79
21. Frequency Count Table
Event Headcount
Going to cinema 56
Enjoy dinner at private club house 32
Air travel 25
Stay in a hotel 24
… ……
…. …
…. ….
22. 1. VIP room in an aircraft
2. Business conference/ Seminar
3. Private Club House/ restaurant
23. Avoid frequent price promotion in
convenience store and supermarket.
500 ml Evian
HKD14.9HKD9.9 (33% off)
Objective:
Preserve Luxury Image of the Brand by enforcing premium
pricing
Price premium
Price discount not
recommended
24. Objectives:
Position Evian as brand admired by every one
Opinion Leaders, such as Celebrities Endorsement
Celebrities image which match with Evian brand personality
Product Placement
Hong Kong Movies: plot, e.g. High end hotel scene, first-
class cabin, private jets
25. Significant personality of our target segment
Mean P-value
Health conscious 4.79 0.0124
Higher price for
healthy product
4.53 0.0162
Significant
P-value < 0.05
26. TV Program introducing the
essence of water and quality of
Evian.
Roadshow in places where our
target customers visit very often,
e.g. Time Square, Hotels
Objectives:
Educate on the healthy benefits of Evian water
27. Advertisements
Print ads:
Advertorial ad: more information giving
Point of Purchase
In-store: information booth
Advertorial Ad -
EXAMPLE
Evian Target
Group Health Conscious
28. Evian Target Group
Environmental Conscious
1. Promote Evian’s environmental protection commitment
2. Launch more glass bottle Evian
3. Evian bottle and water refilling machine
29. 1. Promote Evian’s environmental protection commitment
An eco-friendly bottling plant certified ISO 14001
98% garbage recycled and condensed by 25% for
added efficiency
Use of environmental-friendly transport
r-PET plastic bottles
30. Recommendation
Promote Evian’s environmental protection
commitment
Informative booth in distribution channels
Contribute a portion of the revenue to eco-friendly groups
Sponsor environmental protection events
33. Evian bottles with water refilling machine
Reusable water bottle with glamorous designs
Enhance prestigious feeling
Encourage refilling of water
More durable, non-toxic
New designs periodically to stimulate
repeated purchase
Evian water refilling machine
Bottle design reference
34. Recommendation
Traditional Plastic Bottle Reusable Plastic Bottle Glass Bottle
Distribution
Short
Run
No change Bottle:
middle and high- end
channels
Refilling machine:
limited launch in high-
end places
750ml:
Group events in high-
end settings
330ml:
Middle and high-end
district
Long
Run
Convenience stores in
middle and high-end
districts
Refilling machine:
Increase high-end
channels
Product Line Pricing
Segment
Low Medium High
Traditional plastic bottle no change: (hopefully can increase sales after the awareness enhancing programme)
Water refilling machine: , e.g. commercial building, gym and yoga, HKCEC(brain-storm idea: cooperate with gym company, bottle for new members)
In the long run, release seasonal designs for bottles
High-end settings: restaurants, hotel, business conference
