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[국제경영] 에비앙 생수 국제 시장 마케팅 전략(영문)에 대한 자료입니다.
목차
World’s Water Market
1.About evian
2.History of evian
3.Market Segmentation
Perrier – 4P mix
Perrier – SWOP
4.4P mix
Product
Price
Place
5.SWOP
6.4P mix – Promotion
7.Financial Goal
본문내용
1820s : The first baths appeared.(1824)
Start bottling water from the spring.(1826)
The first Société des Eaux Minérales
(Mineral Water company) was founded.(1829)
1908: Evian water began to be sold in glass bottles
manufactured by the glass factory.
1969: The first PVC bottle was launched.
1970: The BSN Group (Danone Group),
took 100% control of Evian brand.
1995: Evian switched to collapsible PET bottles.
2001: Launch of the Evian organic cosmetics branch
Concern about their health and well-being
Improvement in public opinion about Perrier
New companies have replaced its niche market
Recover its sales volume
Other product
- Under the concept of healthy, clean, purity, and beautiful, Evian have introduced new cosmetic line, mineral facial spray, and medical purpose spring water.
Story-telling marketing
- Prediction of upcoming dream society
- Induce consumer’s interests and attention which
lead to increase in sales volume, share of
consumers’ mind ↑
- Marquis de Lessert in 1789
- Its therapeutic qualities against kidney stones
- Evian is not just water, it is miraculous water