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Perrier
Team 17: Jace, Jasmine, Selina, Seongu
Nestle Spark Case Competition
Company Overview
A Sip of Perrier
Strong competiton
Lack of consumer
trust, perception, and
connection
Lack of impact could
weaken long-term
presence
Threats
category share
for Perrier
Opportunities for Perrier with their leading position to be innovative and enhance desirability.
Analysis Strategy Implementation Conclusion
Overview
Threats
Product portfolio
Brand awareness
Premium quality
Leading position
Global presence
Strengths
premium brand
and awareness
Analysis Strategy Implementation Conclusion
Industry Overview
The Sparkling Water Industry
Perrier must differentiate from core competitors by dominating in a different demand space.
Sparkling water in Canada will reach $1073.7 million USD in retail sales value by 2022
https://www.statista.com/statistics/1121397/sparkling-water-sales-value-by-type-canada/
#2 position
Closely trailing Perrier
Close competitior
Present in the
"Enjoyment" moments
Overview
Irene (24-35)
Young Professional
Interested in healthier
drink options
Wants to make
impactful purchases
Enjoys trying new
brands and flavours
Values ethical sourcing
and companies
>$65,000 Annual
Salary
Buys Perrier packs for
special occasions
>$50,000 Annual
Salary
Has never tried Perrier
or sparkling water
Customer Profile
Who's Tasting Perrier?
Prefers paying for
premium goods
Prefers online
engagement with brands
Values Perrier's
refined image over
other brands
Analysis Strategy Implementation Conclusion
Max (45-54)
Longtime Perrier Customer
Price conscious
consumer
Overview
Why is Perrier Losing its Sparkle?
Perrier must identify opportunities to connect with consumers in order
to garner trust as a brand and remain a relevant lifestyle essential to
customers.
Problem Analysis and Statement
Connection Trust Relevance
Perrier lacks a distinct
understanding and
relationship with consumers.
Customers do not feel a close
or reliable bond to Perrier.
Perrier does not remain in the
minds of customers as an
essential brand.
Analysis Strategy Implementation Conclusion
Overview
Develop a connection with consumers
Desirability
Why is Perrier Losing its Sparkle?
Cater to the "Drink & Connect" demand
moment
Re-invent Brand Positioning
Compete based on lower prices and
monetary promotions
New Pricing Strategies
Perrier must maintain the dominant position in premium sparkling water using key criteria to
analyze alternatives.
Key Criteria and Alternative Strategies
Develop new flavours and tastes to
attract customers
Expand the Product Line
Communicate strong value proposition
Frequency
Contribute to long-term impact
Sustainability
Key Criteria
Analysis Strategy Implementation Conclusion
Overview
Alternative Strategies
Alternatives and Criteria Matrix
Developing the Optimal Plan for Perrier
Strategy Implementation Conclusion
Overview
Direct entry
Desirability Frequency Sustainability
Expand Product
Line
Re-invent Brand
Positioning
New Pricing
Strategies
Analysis
Direct entry
Alternatives and Criteria Matrix
Developing the Optimal Plan for Perrier
Strategy Implementation Conclusion
Overview
Desirability Frequency Sustainability
Expand Product
Line
Re-invent Brand
Positioning
New Pricing
Strategies
Analysis
The PAIR-ier Campaign
Summary of Recommendations
Analysis Strategy Implementation Conclusion
Overview
P
A
I
R
ackaging
wareness
mpact Driven
eimagining Channels
# exchanges
CSR rating?
# community event
participants
Key Performance Indicators
# post likes
# event
attendees
# QR scans
# site visits from
Bumble
# products
sold
% of consumer
engagement
# post likes
website dropout
rate
# sold from affiliate
codes
Your One True PAIR-ier.
Putting Some Sparkle Into Perrier's Flavours
Melissani Melon
Plitvice Peach
Sintra Strawberry
Amalfi Apple
Geneva Grapefruit
Luxem Lemon
L'ivorno Orange
Lima Lime
Liaison between Perrier's
flavours and pristine
natural environments in
European cities/countries
to reignite flavours
Leverage Flavour Psychology
and consumer travel trends
alongside Perrier's strong
European identity:
Bolster the anticipated influx
of travel with the
#TakeMeAwayPerrier
Campaign
Raffle for a free three-
night overnight trip on
multi-pack purchases to
places associated with
each flavour
Packaging
Analysis Implementation Conclusion
Overview
Revival Reinforcement
https://www.forbes.com/sites/forbesbusinesscouncil/2021/05/03/thr
ee-post-pandemic-travel-trends-to-watch-this-year/
Nearly 80% of U.S. respondents intend
to go on at least one overnight domestic
trip in 2021, with 34% planning at least
three overnight trips.
Enhanced purchase frequency
Revitalized flavour perception
Consumer-centric brand image
Targeted % awareness -
consideration conversion
Position Perrier as a versatile and people-centric brand to spark desirability in the brand and its flavours.
Strategy
Awareness
The Perfect Match: Perrier x Bumble Partnership
Analysis Implementation Conclusion
Overview
Connection Promotion
Effective and tight-knit collaboration between Perrier and Bumble to increase brand value and desirability.
Sponsorship
Send Perrier to Bumble to
sent to their 'Queen Bees'
ambassadors for enjoyment
and promotion
Showcase at Bumble
events for light
refreshments
Similar targeted younger
demographic
Ultimate goal is to bring
long-term value to both
consumer groups and
connect people together
Limited edition packaging
with meaningful
conversation starters
Create brand aligned video
and post advertisement in
partnership on multiple
platforms to reach a variety
of viewers
Provide Bumble
ambassadors with affiliate
coupon codes
Strategy
Marketing towards a larger
audience
Emphasize message of Drink
and Connect
Working with a trendy brand
with reach and influence
Indirect partnership and
influence with 'Queen Bee'
ambassadors
Brand awareness
Desirability
Awareness
The Perfect Match: Perrier x Bumble Partnership
Analysis Implementation Conclusion
Overview
Perrier Bumble
Short and long-term benefits for both brands to achieve strategic goals.
Larger presence in Bumble Bizz
and BFF
Provide quality product and value
for their ambassador and
consumers
Growth in product areas
Consumer Loyalty
Strategy
What: Consumers bring back
finished and cleaned Perrier glass
bottles for reuse in Perrier
manufacturing
How: Work hand-in-hand with
distributors, manufacturers, and 120
retailers as a pilot program
Why: Reuse materials to promote
social responsibility
Every 6 bottles returned = 1 stamp
Complete all 10 to receive a free box of 6 Perrier drinks of your choosing
Increase brand value and encourage repeat purchases through integrating socially responsible initiatives.
Impact Driven
Integrating an Authentic Corporate Social Responsibility Strategy
Analysis Implementation Conclusion
Overview
Estimated 1000
tonnes of
recycled glass
saves 314 tonnes
of CO2 from
being emmitted
2018: Landfills
received
approximately
7.6 million tons
of glass in the US
Perrier's Bottle
Recycling Program Every 6 bottles a consumer brings back,
they will receive a stamp. Once they fulfil
10 slots, they receive a coupon for a free
box of Perrier drinks
Glass recycling
reduces landfill
waste and opens
local recycling
opportunities
Strategy
Impact Driven
Integrating an Authentic Corporate Social Responsibility Strategy
Analysis Implementation Conclusion
Overview
Integrate and inform the community to facilitate social responsibility events to reinforce Drink &
Connect brand positioning.
Consumer
Awareness
Ensure communities know
where to discard Perrier
bottles - whether glass,
plastic, or cans
Make recycling more
apparent on packaging and
website to ensure consumers
know what to do after they
finish their bottles
Perrier Volunteer
Events
Quarterly aligned public
volunteer events based on
office locations
Promote social responsibility
inside and out of the company
Provide Perrier as
refreshments
ex. Tree planting, improving water
filtration
Strategy
SPIN!
Reimagining Channels
In-store Activations
3 types of content placed on a
wheel for passers-by to spin
Caters to Bumble's three
business models
Fun and unique
Sparks connection and
conversation
Placed at retailers across
Canada for campaigning
CONNECT
Are you Perrier? Because you're
sparkling tonight
Analysis Implementation Conclusion
Overview
What is your favourite memory
from working at Bumble?
If you were a beverage, which one
would you be?
Spin the Wheel in-store!
BFF, BIZZ, DATE
Bumble Dating:
Pickup line
Bumble BFF: Get to
know each other
Bumble Bizz:
Networking
Product focused displays that highlight new packaging
Vibrant and eye-catching
Strategy
PRODUCTS .
Reiminagining Channels
In-store and online activations must work hand-in-hand to enhance a seamless customer experience
at several touchpoints.
Online Activations
Easier navigation
Simple purchase
Locations
Chat & reviews
Perrier Planet:
Projects/ Campaigns
E-commerce opportunity
Announce exciting
initiatives
Highlight drink & connect
Gather consumer insights
Instagram
In-app ads
Outdoor ads for promo
Bumble
Analysis Implementation Conclusion
Overview
LOCATIONS
BUY NOW
.
PERRIER PLANET
Strategy
Implementation Plan
The Action Plan for PAIR-ier
Analysis Strategy Implementation Conclusion
Overview
Long-Term
Plans
Expand across more retailers
among North America
Gradually move toward recycling
plastic and cans as well
Long-term relationships with
philanthropic organizations
As new flavours come in, continue
to name after pristine
environments in Europe
Expanding Recycling Program
Traditional Volunteer Events
Maintain Naming Style
Risks and Mitigation
Looking out for Perrier
IMPACT PROBABILITY
RISK MITIGATION
MOD.
LOW.
LOW.
MOD.
The Bumble
partnership drives away
older consumers.
Work with Bumble Bizz to
host a professional event.
Ensure consumer opinions are
being heard and strategic
promotions accordingly.
Little attraction to
Perrier volunteer
events.
Analysis Strategy Implementation Conclusion
Overview
Partner with established
businesses who host
volunteer days.
Encourage internal
participants to invite others.
Financial Results
Success From the PAIR-ier Campaign
Analysis Strategy Conclusion
Overview
75k+
$2.98M
Revenues
Year 1
$4.73M
Expenses
Year 1
58.46%
ROI
Year 1
+2.5x
Purchase
Frequency
New Loyal
Consumers
Overall success in Perrier's brand repositioning and increased loyal consumer base.
Implementation
The Perrier Customer Experience
Seeing Bumble affiliated
content on social media
Ads on social media pages
Appealing in-store
activations that consumers
participate in
Awareness
1 2
Waste-reducing recycling
initiatives
Attractive new packaging and
names
Thoughtful Bumble Thoughts
to drink and connect with
friends
Intent 3 Purchase
Customer Journey
Loyalty
4
Consumers associate Perrier with sipping sparkling water in an oasis
Bumble partnerships increases brand awareness among younger demographics (24-35)
Emotional connection to drinking Perrier with friends, family, on dates, and at events
Stamp cards promote recycling initiative and repeat purchases
Vacation raffle prizes with
multi-pack purchases
Easier navigation on Perrier
website
Analysis Strategy Implementation Conclusion
Overview
Thank You
Team 17: Jace, Jasmine, Selina, Seongu
Problem Strategy Results
Reignited
industry
dominance;
+$4.73M in
revenue,
58.46% ROI.
Perrier is
struggling to
sustain its leading
market position
due to lack of
trust and brand
desirability.
Prioritize
consumer-
centrism and
innovation
through the PAIR-
ier campaign
Drink & Connect With Perrier.
Financials
Revenue Analysis
Financials
Cost Analysis I
Financials
Cost Analysis II
Financials
Summary, ROI, New Impressions
Mockups
Revitalized Re-packaging [Flavour x Tourism]
Mockups
Every 6 bottles returned = 1 stamp
Complete all 10 to receive a free box of 6 Perrier drinks of your choosing
Bottle Exchange stamp card
Mockups
In-app banner ads on Bumble
Mockups
Outdoor ads (transit)

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Nestle_Spark_Perrier_Case_Competition_ (3).pdf

  • 1. Perrier Team 17: Jace, Jasmine, Selina, Seongu Nestle Spark Case Competition
  • 2. Company Overview A Sip of Perrier Strong competiton Lack of consumer trust, perception, and connection Lack of impact could weaken long-term presence Threats category share for Perrier Opportunities for Perrier with their leading position to be innovative and enhance desirability. Analysis Strategy Implementation Conclusion Overview Threats Product portfolio Brand awareness Premium quality Leading position Global presence Strengths premium brand and awareness
  • 3. Analysis Strategy Implementation Conclusion Industry Overview The Sparkling Water Industry Perrier must differentiate from core competitors by dominating in a different demand space. Sparkling water in Canada will reach $1073.7 million USD in retail sales value by 2022 https://www.statista.com/statistics/1121397/sparkling-water-sales-value-by-type-canada/ #2 position Closely trailing Perrier Close competitior Present in the "Enjoyment" moments Overview
  • 4. Irene (24-35) Young Professional Interested in healthier drink options Wants to make impactful purchases Enjoys trying new brands and flavours Values ethical sourcing and companies >$65,000 Annual Salary Buys Perrier packs for special occasions >$50,000 Annual Salary Has never tried Perrier or sparkling water Customer Profile Who's Tasting Perrier? Prefers paying for premium goods Prefers online engagement with brands Values Perrier's refined image over other brands Analysis Strategy Implementation Conclusion Max (45-54) Longtime Perrier Customer Price conscious consumer Overview
  • 5. Why is Perrier Losing its Sparkle? Perrier must identify opportunities to connect with consumers in order to garner trust as a brand and remain a relevant lifestyle essential to customers. Problem Analysis and Statement Connection Trust Relevance Perrier lacks a distinct understanding and relationship with consumers. Customers do not feel a close or reliable bond to Perrier. Perrier does not remain in the minds of customers as an essential brand. Analysis Strategy Implementation Conclusion Overview
  • 6. Develop a connection with consumers Desirability Why is Perrier Losing its Sparkle? Cater to the "Drink & Connect" demand moment Re-invent Brand Positioning Compete based on lower prices and monetary promotions New Pricing Strategies Perrier must maintain the dominant position in premium sparkling water using key criteria to analyze alternatives. Key Criteria and Alternative Strategies Develop new flavours and tastes to attract customers Expand the Product Line Communicate strong value proposition Frequency Contribute to long-term impact Sustainability Key Criteria Analysis Strategy Implementation Conclusion Overview Alternative Strategies
  • 7. Alternatives and Criteria Matrix Developing the Optimal Plan for Perrier Strategy Implementation Conclusion Overview Direct entry Desirability Frequency Sustainability Expand Product Line Re-invent Brand Positioning New Pricing Strategies Analysis
  • 8. Direct entry Alternatives and Criteria Matrix Developing the Optimal Plan for Perrier Strategy Implementation Conclusion Overview Desirability Frequency Sustainability Expand Product Line Re-invent Brand Positioning New Pricing Strategies Analysis
  • 9. The PAIR-ier Campaign Summary of Recommendations Analysis Strategy Implementation Conclusion Overview P A I R ackaging wareness mpact Driven eimagining Channels # exchanges CSR rating? # community event participants Key Performance Indicators # post likes # event attendees # QR scans # site visits from Bumble # products sold % of consumer engagement # post likes website dropout rate # sold from affiliate codes Your One True PAIR-ier.
  • 10. Putting Some Sparkle Into Perrier's Flavours Melissani Melon Plitvice Peach Sintra Strawberry Amalfi Apple Geneva Grapefruit Luxem Lemon L'ivorno Orange Lima Lime Liaison between Perrier's flavours and pristine natural environments in European cities/countries to reignite flavours Leverage Flavour Psychology and consumer travel trends alongside Perrier's strong European identity: Bolster the anticipated influx of travel with the #TakeMeAwayPerrier Campaign Raffle for a free three- night overnight trip on multi-pack purchases to places associated with each flavour Packaging Analysis Implementation Conclusion Overview Revival Reinforcement https://www.forbes.com/sites/forbesbusinesscouncil/2021/05/03/thr ee-post-pandemic-travel-trends-to-watch-this-year/ Nearly 80% of U.S. respondents intend to go on at least one overnight domestic trip in 2021, with 34% planning at least three overnight trips. Enhanced purchase frequency Revitalized flavour perception Consumer-centric brand image Targeted % awareness - consideration conversion Position Perrier as a versatile and people-centric brand to spark desirability in the brand and its flavours. Strategy
  • 11. Awareness The Perfect Match: Perrier x Bumble Partnership Analysis Implementation Conclusion Overview Connection Promotion Effective and tight-knit collaboration between Perrier and Bumble to increase brand value and desirability. Sponsorship Send Perrier to Bumble to sent to their 'Queen Bees' ambassadors for enjoyment and promotion Showcase at Bumble events for light refreshments Similar targeted younger demographic Ultimate goal is to bring long-term value to both consumer groups and connect people together Limited edition packaging with meaningful conversation starters Create brand aligned video and post advertisement in partnership on multiple platforms to reach a variety of viewers Provide Bumble ambassadors with affiliate coupon codes Strategy
  • 12. Marketing towards a larger audience Emphasize message of Drink and Connect Working with a trendy brand with reach and influence Indirect partnership and influence with 'Queen Bee' ambassadors Brand awareness Desirability Awareness The Perfect Match: Perrier x Bumble Partnership Analysis Implementation Conclusion Overview Perrier Bumble Short and long-term benefits for both brands to achieve strategic goals. Larger presence in Bumble Bizz and BFF Provide quality product and value for their ambassador and consumers Growth in product areas Consumer Loyalty Strategy
  • 13. What: Consumers bring back finished and cleaned Perrier glass bottles for reuse in Perrier manufacturing How: Work hand-in-hand with distributors, manufacturers, and 120 retailers as a pilot program Why: Reuse materials to promote social responsibility Every 6 bottles returned = 1 stamp Complete all 10 to receive a free box of 6 Perrier drinks of your choosing Increase brand value and encourage repeat purchases through integrating socially responsible initiatives. Impact Driven Integrating an Authentic Corporate Social Responsibility Strategy Analysis Implementation Conclusion Overview Estimated 1000 tonnes of recycled glass saves 314 tonnes of CO2 from being emmitted 2018: Landfills received approximately 7.6 million tons of glass in the US Perrier's Bottle Recycling Program Every 6 bottles a consumer brings back, they will receive a stamp. Once they fulfil 10 slots, they receive a coupon for a free box of Perrier drinks Glass recycling reduces landfill waste and opens local recycling opportunities Strategy
  • 14. Impact Driven Integrating an Authentic Corporate Social Responsibility Strategy Analysis Implementation Conclusion Overview Integrate and inform the community to facilitate social responsibility events to reinforce Drink & Connect brand positioning. Consumer Awareness Ensure communities know where to discard Perrier bottles - whether glass, plastic, or cans Make recycling more apparent on packaging and website to ensure consumers know what to do after they finish their bottles Perrier Volunteer Events Quarterly aligned public volunteer events based on office locations Promote social responsibility inside and out of the company Provide Perrier as refreshments ex. Tree planting, improving water filtration Strategy
  • 15. SPIN! Reimagining Channels In-store Activations 3 types of content placed on a wheel for passers-by to spin Caters to Bumble's three business models Fun and unique Sparks connection and conversation Placed at retailers across Canada for campaigning CONNECT Are you Perrier? Because you're sparkling tonight Analysis Implementation Conclusion Overview What is your favourite memory from working at Bumble? If you were a beverage, which one would you be? Spin the Wheel in-store! BFF, BIZZ, DATE Bumble Dating: Pickup line Bumble BFF: Get to know each other Bumble Bizz: Networking Product focused displays that highlight new packaging Vibrant and eye-catching Strategy
  • 16. PRODUCTS . Reiminagining Channels In-store and online activations must work hand-in-hand to enhance a seamless customer experience at several touchpoints. Online Activations Easier navigation Simple purchase Locations Chat & reviews Perrier Planet: Projects/ Campaigns E-commerce opportunity Announce exciting initiatives Highlight drink & connect Gather consumer insights Instagram In-app ads Outdoor ads for promo Bumble Analysis Implementation Conclusion Overview LOCATIONS BUY NOW . PERRIER PLANET Strategy
  • 17. Implementation Plan The Action Plan for PAIR-ier Analysis Strategy Implementation Conclusion Overview Long-Term Plans Expand across more retailers among North America Gradually move toward recycling plastic and cans as well Long-term relationships with philanthropic organizations As new flavours come in, continue to name after pristine environments in Europe Expanding Recycling Program Traditional Volunteer Events Maintain Naming Style
  • 18. Risks and Mitigation Looking out for Perrier IMPACT PROBABILITY RISK MITIGATION MOD. LOW. LOW. MOD. The Bumble partnership drives away older consumers. Work with Bumble Bizz to host a professional event. Ensure consumer opinions are being heard and strategic promotions accordingly. Little attraction to Perrier volunteer events. Analysis Strategy Implementation Conclusion Overview Partner with established businesses who host volunteer days. Encourage internal participants to invite others.
  • 19. Financial Results Success From the PAIR-ier Campaign Analysis Strategy Conclusion Overview 75k+ $2.98M Revenues Year 1 $4.73M Expenses Year 1 58.46% ROI Year 1 +2.5x Purchase Frequency New Loyal Consumers Overall success in Perrier's brand repositioning and increased loyal consumer base. Implementation
  • 20. The Perrier Customer Experience Seeing Bumble affiliated content on social media Ads on social media pages Appealing in-store activations that consumers participate in Awareness 1 2 Waste-reducing recycling initiatives Attractive new packaging and names Thoughtful Bumble Thoughts to drink and connect with friends Intent 3 Purchase Customer Journey Loyalty 4 Consumers associate Perrier with sipping sparkling water in an oasis Bumble partnerships increases brand awareness among younger demographics (24-35) Emotional connection to drinking Perrier with friends, family, on dates, and at events Stamp cards promote recycling initiative and repeat purchases Vacation raffle prizes with multi-pack purchases Easier navigation on Perrier website Analysis Strategy Implementation Conclusion Overview
  • 21. Thank You Team 17: Jace, Jasmine, Selina, Seongu Problem Strategy Results Reignited industry dominance; +$4.73M in revenue, 58.46% ROI. Perrier is struggling to sustain its leading market position due to lack of trust and brand desirability. Prioritize consumer- centrism and innovation through the PAIR- ier campaign Drink & Connect With Perrier.
  • 27. Mockups Every 6 bottles returned = 1 stamp Complete all 10 to receive a free box of 6 Perrier drinks of your choosing Bottle Exchange stamp card