Le lancement de l’eau d'Evian en bouteilles en Inde

Étude de cas Marketing & marques Marketing international

Date de publication :

14/03/2007

Langue :

Anglais

Format :

.doc

Nombre de pages :

38 pages

Niveau :

avancé

Consulté :

36 fois

Avis client :

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

General informations
1. The Evian Company
2. Market, Location and Targeting
3. Mix Marketing
4. The market of water
Strategic marketing
1. India
2. PESTE and SWOT Analysis to enter the Indian Market
Strategic marketing
1. Mix Marketing
The launch of the Evian Bottled Water
1. The Aim
2. Where will it take place?
3. When ?
4. How will it work?
5. Who will be there?
Controls
1. Control of the annual goals
2. Profit control
3. Productivity control
4. Strategic control

Résumé :

The objective of the present 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 on the 5 continents, in 125 countries.
Bottled water consumption has been steadily growing in the world for the past 30 years. It is the most dynamic sector of all the food and beverage industry: 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 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 launching, the main segments we target, the positioning, and the channels of distribution