This report will introduce the brand Evian and its marketing communications operations in the United Kingdom. Moreover, a marketing audit containing Evian’s main competitors as well as a PEST and SWOT analysis will be conducted. Thereafter, an integrated marketing communications plan for the period from July 2015 to June 2016 will be presented. A comparison of Evian’s advertising in the UK and Germany will follow the plan.
Evian is a natural mineral water distributed in the United Kingdom by Danone Waters Ltd and sold in overall 143 countries. Danone is a multinational consumer goods company divided into four divisions – waters, baby and medical nutrition as well as fresh dairy products (MarketLine Industry Profile, 2014). Besides marketing international brands like Evian, Danone’s water division also offers products under local brands like Fontvella in Spain (MarketLine Industry Profile, 2014). During the financial year 2014, Danone had sales of €21,114 million with its water division accounting for €4,186 million (Danone, 2015b).
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Marketing Audit for Evian
- 2.1 Overview of the Brand
- 2.2 Unique Selling Proposition
- 2.3 Current Advertising
- 2.4 Target Audience
- 3 Market Analysis
- 3.1 Market Drivers
- 3.2 PEST Analysis
- 3.3 Main Competitors
- 3.4 Market Outlook and Future Trends
- 3.5 SWOT Analysis for Evian
- 4 Marketing Communications Plan
- 4.1 The Overall Strategy and Objectives
- 4.2 Message Content
- 4.3 Communication Tools
- 4.4 Media
- 4.5 Budgeting
- 5 Comparison of Advertising in the UK and Germany
- 6 References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to provide a comprehensive marketing communications plan for Evian natural mineral water in the UK from July 2015 to June 2016. It begins with a marketing audit of the brand, including its competitive landscape and market analysis. The core of the report details the proposed marketing communications strategy, encompassing objectives, messaging, tools, media selection, and budgeting. Finally, a comparative analysis of Evian's advertising in the UK and Germany is presented.
- Brand Positioning and Unique Selling Proposition of Evian
- Market Analysis and Competitive Landscape of the Mineral Water Industry
- Development of an Integrated Marketing Communications Plan
- Media Strategy and Budget Allocation
- Cross-cultural Advertising Comparison (UK vs. Germany)
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage by presenting Evian, its parent company Danone, and the scope of the report. It establishes Evian's global presence and its position within Danone's broader portfolio. The chapter briefly outlines the report's structure, promising a marketing audit, a detailed communications plan, and a comparative advertising analysis between the UK and Germany. It clearly states the intention to focus on the UK market and the time frame of the plan (July 2015-June 2016).
2 Marketing Audit for Evian: This chapter offers a thorough examination of Evian's brand characteristics. It details the origin of the water, its compliance with UK regulations, and its diverse product range, including various bottle sizes and limited editions. The chapter also delves into Evian's unique selling proposition, emphasizing its natural purity, mineral balance, and long journey from the French Alps. Pricing strategies relative to competitors are explored, highlighting Evian's position in the market in terms of cost. Finally, an overview of Evian's current advertising campaigns is presented, showcasing its "Live Young" slogan and its successful past campaigns.
Evian Marketing Communications Plan: Frequently Asked Questions
What is the purpose of this report?
This report aims to provide a comprehensive marketing communications plan for Evian natural mineral water in the UK from July 2015 to June 2016. It covers a marketing audit, market analysis, a detailed communications strategy (including objectives, messaging, tools, media selection, and budgeting), and a comparative analysis of Evian's advertising in the UK and Germany.
What topics are covered in the marketing audit?
The marketing audit section examines Evian's brand characteristics (origin, product range, compliance with regulations), unique selling proposition (natural purity, mineral balance), pricing strategies relative to competitors, and current advertising campaigns (including the "Live Young" slogan).
What aspects of the market are analyzed?
The market analysis includes an overview of market drivers, a PEST analysis, identification of main competitors, a market outlook and future trends, and a SWOT analysis for Evian.
What does the marketing communications plan entail?
The marketing communications plan details the overall strategy and objectives, message content, communication tools, media selection, and budgeting.
What is the scope of the cross-cultural comparison?
The report includes a comparison of Evian's advertising in the UK and Germany, highlighting cross-cultural differences in campaigns and strategies.
What is the timeframe of the marketing communications plan?
The plan covers the period from July 2015 to June 2016.
What are the key themes explored in the report?
Key themes include Evian's brand positioning and unique selling proposition, the competitive landscape of the mineral water industry, development of an integrated marketing communications plan, media strategy and budget allocation, and a cross-cultural advertising comparison.
What is included in the table of contents?
The table of contents includes an introduction, a marketing audit of Evian, a market analysis, a marketing communications plan, a comparison of advertising in the UK and Germany, and references.
What is the structure of the report?
The report is structured in a logical progression: it begins with an introduction and marketing audit, follows with market analysis and then details the marketing communications plan, concluding with a cross-cultural comparison and references.
Where can I find more detailed information about each chapter?
Chapter summaries are provided in the report, offering a concise overview of the content of each section.
- Citation du texte
- Laura Schmiedl (Auteur), 2015, Marketing Communications Plan for a Natural Mineral Water from July 2015 to June 2016, Munich, GRIN Verlag, https://www.grin.com/document/956865
