Managing mass communication

OfEvian Managing mass communicationFor

EVIAN

DANONE GROUPPRESENTS

1.5B

BOTTLES

140 COUNTRIES

$1,027NET WORTH

EVIAN

INNOVATION, POWERFUL AND ORIGINAL

COMMUNICATION

1930PERFECT WATER FOR BABIES

1950STRAIGHT FROM ALPS

1980PURITY

THE WATER YOU DRINK IS AS

IMPORTANT AS THE AIR YOU BREATHE

AD CAMPAIGN1998

“WATER BABIES”APPROVAL RATING 94%

RECOGNITION SCORE 91%

PURITY“THE

ORIGINAL”

2007-2008

ECONOMIC CRISIS

ToooooooExpensive !!!!!!!!!

CONSUMERS TURN TO LESS

EXPENSIVE WATERBRAND NEEDS A

RECONSTRUCTION

FRANCE

UK

SWITZERLAND

PREMIUM BRAND

USA

ASIAN NATION

GULF

AUSTRALIA

LUXURY BRAND

50% sales outside France

But Narrow urban

market

Hey yo !!!!!Back to babies

Roller babies this tie

254 million views

GUINNESS WORLD RECORDADVERT OF THE YEAR20%MORE EFFECTIVE

ASIA CONFUSED

BABIES

ON ROLLER

PURITY

LUXURY WATER

BRAND

SYNTAX

ERROR

ANOTHER NEW FROM EVIAN (BETC)

LIVE

YOUNG

“LIVE YOUNG”ANOTHER AD CAMPAIGN

{MIRROR DANCING} RECONNECT WITH YOUR

INNER CHILD

SEVERAL PROMOTIONAL EVENTS

2009 •PAUL SMITH

2010 •ISSEY MIYAKE

2014 •KENZO

OFFICALWATER BRAND

KEY SPONSOR

ANDPARTNER

SUMMARY

AD CAMP• FACTORS•TARGET MARKET•CROWD PSCYCOLOGY•AREA AND CULTURE STUDY

MARKETING STARTEGY

•PREMIUM BRAND•LUXURY BRAND•ECONOMICAL FACTORS•AREA STUDY

SPONSOR

•GAMES•FASHION SHOWS•RED CROSS

DISCLAIMER

CREATED BY NIHARIKA YADAV,NIT RAIPUR,DURING A MARKETING INTERNSHIP

UNDER PROF. SAMEER MATHUR, IIM LUCKNOW