Launching of the Evian bottle water in India

Résumé du document

The objective of this report is to elaborate a marketing strategy for the launching of the Evian bottle water in India. Evian is today the best selling brand of mineral water in the world, with 1.5 billion bottles sold every year. It was acquired by the Danone Group in 1991. The company is present in 5 continents and in 125 countries. Bottled water consumption has been steadily growing in the world from the past 30 years. It is the most dynamic sector among all the food and beverage industries. Bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water, and although industrialised countries consumers have, in principle, access to cheap good quality tap water. We are going to define the opportunities and threats for Evian to launch its product in the Indian Market. First of all, we will present the company and a general information about India, analyze the worldwide market and the Indian market. We will also evaluate the competition through the major competitors. After that, we will be able to define a marketing strategy for Evian with the context of the launch, the main targets, the positioning, and the channels of distribution.

Extraits

[...] Bollywood is the nickname given to the industry of film in India. Rightly, because the Indian cinema is the most prolific to the world: with more than 800 films produced every year, Bollywood outstrips (anticipates) widely Hollywood which produces approximately 100 films a year. In this field, Bollywood has been especially successful in India. It would even be necessary to speak about cult, so much the Indian cinema and its mixture of song and dance is important for the public. [...]

[...] Sunil Mittal From making bicycle parts as a teenager, Sunil Bharti Mittal has come a long way. Sunil Bharti Mittal, Chairman and Group Managing Director, Bharti Enterprises, has at the age of 43 created a Telecom Giant in India. Media Contact the numerous Indian media of the region of Bombay as well as the magazines and the newspapers known in this region. Cosmopolitan, Elle India must be there, but we also have to think about the economical aspect and the numerous companies that would be there for the conference. [...]

[...] o 6 million bottles are produced every day. o The brand is present in 5 continents, in 125 countries. Brief History: In 1790: the Evian water had made its own reputation of beneficial water for health thanks to Marquis de Lessert. During a walk, the Marquess of Lessert quenches thirst with the water of the Holy Catherine fountain on the property of one called Cachat. The marquess of Lessert, who was suffering from troubles of the liver and the kidneys, drunk that water regularly during his walks and noticed an improvement in his health. [...]

[...] We can also afford some credit terms in function of the quantity bought Place (channels of distribution) As we are targeting local people with a high income we need to focus on the major towns of India as well as the ones that attract a lot of tourists. Thanks to the below map we can decide to target the towns of New Delhi, Amritsar, Marmagao and Mumbai for the beginning. Demographic Map: Per Capita Income (states) Per Capita income in Rs. [...]

[...] There is no one yet in the 33 cl segment. Bulk water business is a low-volume, but a high-value category and is now growing faster than the retail segment, attracting a number of major players Threats Political/legal: Custom duty is levied on import of goods as a tax which is collected by the Indian state. The objectives are to restrict imports for conserving foreign exchange, to protect India from undue competition. The Customs Tariff Act consolidates and amends the law related to customs duties. [...]