Volvic innovation

Résumé du document

The innovation that we decided to launch is a tea drink that can be drunk everywhere. Tea is a very popular beverage today and our innovation based on a new recipe and a new way to consume it.

It consists to heat up the bottle containing the brewed tea and to drink it directly. As we can see on the concept picture, the bottle contains tea that can be drunk anywhere and respond to the emergence of a new behavior: nomadic consumption.

This new product is the result of a new demand for pleasure and health on the water market. Volvic has understood these new needs and as an innovative brand, they have decided to launch this new product.

Extraits

[...] Moreover, as Danone didn't include new design but significant different components to make the bottles, it was a modular innovation. The first Danone product with Stevia Stevia is a natural sweetening agent that comes from Stevia rebaudiana's leafs plant that is from the Paraná jungle, in Paraguay). stevia components have a sweetening power 200 to 300 times stronger than the saccharose but without any calorie. Since 2007, Danone Waters R&D teams from Central and Latin America were searching about the enforcement of the Stevia in drinks, in order to reduce the level of sugar and to take out artificial sweetening agents. [...]

[...] Even if there is competition, Danone is a famous brand, very well known by consumers. Danone is famous but Volvic waters too. We have credibility for consumers. From the tea itself : o Actually, tea has good virtues, more and more recognized by people and appreciated (e.g antioxidant). Tea is also a good alternative to coffee if a person doesn't want to consume it. Our targets are the adults from 30 to 65, because we consider that young people are not used to drink this beverage. [...]

[...] It is a refreshing product and one of the main aspects is that you can choose to heat up or to drink cold (like Ice Tea brand but with a real tea taste). Today a big number of portable containers are developed (mugs, flask ) because it is convenient and it is a saving of time. o This tea does not need to be refilled. o The design catches the consumers' attention. o The opening system of the bottle is simple and more importantly, it is hermetic and waterproof. Thanks to this, it is easy to bring with us and to drink. [...]

[...] We can use our position as a starting point to develop a new range of “pleasure products”. Moreover, Volvic's long experience in the water market will be a real asset. Target market definition We knew the water market for long and have already identified the different profiles of the NAB consumers. Nevertheless, all of them are not water consumers. In fact, the “pleasure fans” give priority to the taste before any other criteria and are mostly soda and fruit juices consumers. They are not part of our target market. [...]

[...] o We have a lot of competitors for healthy waters (Taillefine, Contrex, Perrier . ) o Volvic is well known for waters but not really for its flavor drinks. So we need to develop a campaign to show our new product. o To finish, the other difficulty could be the competitors: Starbucks café, Mc Donald with their drinks to go. We really need to have good communication to change consumers' habits and to show them that trying our product is a real need. [...]