...StrategicmanagementBottled water industry in 2006 Case 2. Summary• 1) Dominant Economic Features• 2) Drivers of change• 3) 5 porters analysis• 4) Key success factors• 5) Strategic group map• 6) Recommendations 3. 1)Dominant economic features1) Market Size and 2) Scope of compétitive Growth Rate: rivalry : 4. 3) Number of rivals : 5) Distribution channels :• Nestlè • wholesale clubs• Coca-Cola • supermarkets• Pepsi • discount stores• Groupe Danone • food store• Suntory Water Groups • supercenters 6) Pace of technological4) Number of buyers change. No one buyer accounts for a significant fraction of 7) Degree of product overall market demand. différentiation 8) Vertical integration 5. 2) Drivers of change:• Increase in environmental concerns• Convenience and portability• The profit margins in the industry are very lucrative• To facilitate entry into carious parts of the globe many companies enter into strategic alliances 6. 3) 5 porters analysis 7. The threat of substitute product• Other type of drinks : Soft drink, milk, Tea, Soda• Innovative products like vitamin water and flavored water.Those products are more and more popular andthat’s why they can be considerate as a real threat. HARD! 8. The threat of the new entrant• Biggest competitors have the majority of the global market.• Only competitors that are able to provide important quantities of bottles water with a cheap price will be able to enter this market. DIFFICULT! 9. The bargaining power of suppliers• Due to...
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...failed. An advertisement with good content spreads like a virus. Therefore, the idea of advertisement has to be really out of the box to stand out of the crowd. The Evian advertising campaigns are an excellent example of this. Evian is a brand of luxury mineral water owned by Danone Group. Evian is the most famous mineral water in the French market and also in the rest of the world. One of the reasons Evian’s brand is so famous and has this premium status is due to their advertising strategy. The advertisers of Evian want to present their water can keep adults young at heart so they associating their ads with baby. History of its brand being connected with babies started in France in 1935 by Laurent Houel, global brand director of Evian. In 1935, Evian was marketed as being the water mothers should use in powdered milk solutions for babies. In 2009, this campaign was reborn in a slightly different. Evian launched the advertisement campaign "Roller Babies" made by BETC. This campaign stages a group of babies roller skating. Their slogan is “Live young”. This unique idea appeals a great amount of people to view their advertisement. "Roller Babies” won a gold award at the London International Awards 2009 for Best Visual Effects and entering Guinness World Record for most viral video of all time. In 2013, Evian and BETC back with a new version called" Baby and Me”, in which the adult and their baby-size mirrored dancing hip-hop freestyle. The campaign was awarded Top UK...
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...The Water Bottle Industry Markets Water is something that anyone around the world could get from the tap for free, but now it is all the rage for the beverage industry. Bottled water has become the industry's fastest growing segment, both in volume and profits. Due to the consumer's needs and wants for a healthier lifestyle, the beverage industry provides a necessary product to the consumers, which is bottled water. Water is essential and with the demand to participate in a healthy lifestyle, the water industry will be successfully profitable. The market size for this industry has been growing and will continue to grow in a rapid pace. Over the past ten years, bottled water has moved from being the preserve of a relatively small market into the U.S. mainstream, with sales of about $7.5 billion, and that's only for water in bottles of 1.5 liters or less (Durr). According to the International Bottle Water Association, Americans spend $5.6 billion in 2000 on bottled water. By 2005, Americans will consume 7.2 billion gallons of bottled water, up from about 5 billion gallons in 2000, the association reported. A factor that will continue to drive the bottled water market is foremost the desire to live a healthy lifestyle. Which leads to the concerns of contaminants found in the tap water. People will pay high prices for water, just to be ensured that it is safe to drink the water that they purchased. Drinking lots of water also prevents dehydration. According to the Bottled...
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...it with alcohol to have more energy during a party, or the student who need to be awake. POWERADE Our next drink is Powerade, a drink usually connected with professional sports as we can see in its commercials. What do you think are the features of Powerade’s personality? * Hard Worker (necessary to achieve their success in competition) * Muscly (it attracts some consumers, specially teens and young male) We have a lot of famous athletes that have been the image of Powerade, such as most of NBA stars, some football and tennis players… However, the personality of the consumers is different. Some of consumers have vanity, cause the pursue in practice sports and going to the gym is looking attractive. EVIAN We finish with the softer drink, with water. Evian is one of the premium brands of water, its success is based in advertisement campaigns as this one. We can realize that they...
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...DIRECTION DE L'ENSEIGNEMENT RESSOURCES PEDAGOGIQUES 79-81 avenue de la République 75543 PARIS Cedex 11 Tél: 01 49 23 57 24 Fax : 01 49 23 57 41 E-mail : ccmp@ccip.fr Internet : www.ccmp.fr NESTLE - DANONE and the bottled water sector G1329(GB) Par Franck BRULHART & Tim WHITE Faculté des Sciences Economiques et de Gestion Marseille - EUROMED Université Aix-Marseille II Intégration CCMP : 2004 Licence d'utilisation accordée à : _Euromed Marseille Ecole de Management Pour ce produit, l'établissement acquéreur est autorisé à : • Diffuser le produit à l'ensemble du corps professoral de l'établissement dans le but d’utiliser ce produit pédagogique pour son enseignement. • Reproduire le produit sans limitation de quantité, ni de durée. S'il s'agit d'un document au format numérique, celui-ci peut être diffusé par tout moyen et support (intranets et extranets dûment autorisés par l'établissement acquéreur) à l'exclusion de sites web librement accessibles au public extérieur à l'établissement acquéreur L’établissement acquéreur du produit s'engage à : • ne pas communiquer ou céder tout ou partie du produit à un tiers n'enseignant pas dans l'établissement acquéreur • conserver une version originale intégrale et datée du produit telle qu'elle a été livrée par la CCMP lors de l'achat, • conserver le logo de la CCMP et le logo de l'établissement créateur ainsi que les logos ou marques des entreprises citées dans le produit, Cette étude de cas est un...
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...Map the Supply Chain Paper My significant other and I recently decided to watch a documentary that changed our outlook on an item everyone uses every day, plastics, specifically plastic bottles or bags. In the Pacific Ocean there is a place called the plastic island. This place is a generalized area near midway where the currents drag plastic bottles and other plastic items into. It’s a lull in the middle of the ocean where they all collect. Tons of plastic, from bottles to bags to buoys and computer monitors that are plastic float to this area and are collected onto the beach and piled up. They affect the wildlife, and kill coral reefs. Plastic bottles are one of the most widely used items today to make up all our soda bottles, water bottles and other consumables and we end up using them quick and throwing them away only to pollute the environment. I will map out each step in the supply chain of the water bottle industry. The first stage where all plastics come from is petroleum, though there are other options available the basic form of making plastics comes from petroleum, this is drilled out of the ground mostly from oil platforms in the ocean. At this point all the oil that is pumped out is stored on the platform or piped across the sea floor to a holding tank. The oil is unrefined petroleum oil that can be used for a multitude of products though it needs to be refined and impurities taken out to make it into those products. The next stage of...
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...countries focusing on three core categories: fresh dairy products, biscuits (in which it ranks second worldwide) and beverages (in which it ranks first worldwide). Founded in 1966, Danone has followed an active expansion strategy throughout the world since the 1990s. In less than 40 years, Danone has become a giant of the food industry, owning many famous international brands such as Danone, LU, Evian, and more. Since the end of the 1980s, Danone began to develop the production and business in China extensively by investing in building factories. Now, the main business of Danone in China concerns yogurt, biscuits and beverages. Danone has 70 factories in China, including Danone Biscuits (in Shanghai, Suzhou and Jiangmen), Robust (in Guangzhou), Wahaha (in Hang Zhou), and Health (in Shenzhen). The products are not only sold in China, but also exported to different countries. Four brands under Danone Danone: the leading brand worldwide for fresh dairy products; Danone represents almost 20 percent of the international market. Danone is present in 40 countries worldwide. Evian: the best selling mineral water brand, with 1.5 billion bottles sold every year. Present in 125 countries across five continents. Lu: the second brand worldwide, the first Biscuits brand of Groupe DANONE, which represents almost the half of the...
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...1.0 INTRODUCTION This paper aims to highlight the objectives, purpose and opportunities of sponsorship for the brands and companies. The purpose of this report and analysis of the research literature is to get the clearer and broader picture of sponsorship and how the company Fresh Fruit Soda can gain the confidence and loyalty of its customers in order to establish and expand its business. The brand Fresh Fruit Soda is a new and emerging brand in the market whose target audience is the drinkers who are fond of frizzy drinks. This paper will help and identify different marketing strategies and opportunities for the brand to increase its sale and which would be helpful for the Fresh Fruit Soda to penetrate in the market by taking an active part in advertising or by using the tools of sponsorship. It explains whether this company should invest in sponsorship or use any of the marketing tools. The report a critical analysis and overview will be presented to the Marketing Director and to recommend the measures and steps that would help the company to stay in business. 2.0 Overview of Sponsorship Sponsorship is a part of an integrated strategy (Burningham, 2014) acts as a valuable and important tool as it targets those consumers who avoid advertising and are not in favor of it. Some brands use this sponsorship as a marketing tool to fully exploit the passion of its audience by sponsoring some program or participating and sponsoring some football league or...
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...well as the countries are most to blame because the countries could have saved lives by allowing people into their countries and the Nazi soldiers and German army were the ones who watched and did the execution of the innocent Jews. The evidence states, “They murdered Jews by implementing policies that led to starvation, disease, random acts of terror, and mass shootings and gassings” (“The Final Solution”). This evidence proves that the Nazi soldiers and German army just wanted to murder all the Jews all at once. Furthermore, the Nazi soldiers still did the murdering of the Jews and had a very negative effect on the Holocaust. The text states, “The United States convened the Evian Conference but, like the other participating countries, refused to change its immigration policies” (“Emigration and the Evian Conference”). This evidence explains that none of the countries wanted to even try and help the people that were in need. This evidence also explains that the other countries caused the Holocaust to expand because the other countries did not help and try to stop it. As a result, Adolf Hitler was not the only one who took part in the Holocaust because the Nazi soldiers and the German army were also at fault for all the tragedies that happened. The Nazi soldiers could have been interviewed to prevent the executions from happening and instead could have helped people instead. The other countries could have helped by bringing people into their country and speaking up for the unfair...
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...Andy Newton Research Project April 12, 2016 English 120 Research Should illegal immigrants be granted a path to citizenship in the United States? This is a major topic in todays politics and is one that many have different views on. The most talked topic today is the Syrian refugees and whether or not United States should accept these people into our country and let them gain citizenship and also if by letting them enter our country is hurting our economy. So this is a major headline in our country as to let them in or not. In today’s presidential views with the current candidates running for office many of them have very different views and some many citizens find aggregable while some of the plans seem outrageous and foolish to some. Immigration whether that’s illegal or legal and also refugees was a big problem in the US but is now currently the most talked about topic as it is affecting jobs, taxes, political stances, and the economy as a whole and is something that our country needs to fix and address in hope we resolve this issue. During the WWI immigrants and being “illegal” was a huge factor as to whether or not to keep the Jews or kick them out as what was happening while Hitler was in rule in Germany and parts of Europe. A major controversy that many other countries have during this time and even some to this day have, is what the United States policies were on immigration and also the illegal ones from Nazi Germany into our country. Beginning in around...
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...communication and marketing information to promote the sale of goods Today's market economy system is built on the basis of social production in the global scale, information is the necessary condition for the survival and development of enterprises, enterprises must enable consumers to understand the product information, in order to get the opportunity to be chosen. Advertising through information dissemination, communication production and production, production and circulation, production and consumption, circulation and consumption, and become an essential information channel. 2 to shape the brand personality, increase the value of the product Why does Domingo drink only the French original Evian Mineral Water? Evian Mineral Water is best to drink water? Not necessarily, but it is Evian Mineral Water has become the most well-known water by advertising. Advertising itself can not change the quality of the product, but it can enhance the value of the product by creating a unique brand personality in the minds of consumers. Increasingly fierce market competition, product homogeneity today, the brand is increasingly becoming an important means of competition, and advertising is the most powerful way to shape the brand personality. It makes the same goods have different characteristics and brand image. 3 reduce marketing costs, stimulate competition First, advertising promotes competition among enterprises, and supports mass production. Advertising guru David Ogilvy in Confessions...
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... La position de leader qu’occupe Danone sur le marché de l’agroalimentaire au niveau mondial n’est plus à démontrer. Le groupe est présent sur l’ensemble des continents et se concentre sur quatre secteurs d’activités : les produits laitiers frais, les eaux en bouteille, la nutrition infantile et la nutrition médicale. Ces dernières années il a même réussi à se placer en tête sur le secteur des produits laitiers frais en Russie grâce à une fusion avec Unimilk courant 2010. On peut donc dire que depuis sa création en 1929, Danone n’a cessé d’étendre sa notoriété. En adoptant une stratégie d’intégration horizontale, l’entreprise favorise le développement de ses activités économiques. La célébrité de ses grandes marques (telles que Volvic, Evian, Gervais, etc.) traduit le succès de la direction et du management. Ce sont toutes des marques qui, avec le temps, sont devenues des habituées des caddies des consommateurs. Avec un chiffre d’affaires de 20,9 milliards d’euros en 2012 et un résultat net de 1,8 milliards d’euros, Danone est un groupe très rentable. Ce résultat découle directement du travail de leurs 100 000 collaborateurs, autant dire que la gestion des effectifs semble être efficace. Ces derniers sont répartis sur les 160 sites de production ; cette présence internationale implique donc une organisation logistique bien rodée. 2) Historique Le groupe Danone est un acteur international dans l'industrie agro-alimentaire. Le groupe est passé en un demi-siècle, d'une société...
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...is the world largest offerer of non-alcoholic beverages and the most valuable firm in the world. They owned over 300 brands in over 200 countries and serving carbonated soft drink and non-carbonated beverages such as fruit juice, fruit drink, sports drinks, coffees and bottled water. Coca-Cola Co. is operating in their existing brands, and also develops new global and local brands and acquisition of the global or local brands. In 2002, the company has launched new brand product including Diet Lemon Coke, Vanilla Coke and large varieties of fruit taste Fanta including lime, grape, strawberry and passion fruit in Australia. The company has also acquired many new international water brands such as Danone Waters, Sparklettes, Alhambra and Evian brands in US. They also continued collaboration with the Walt Disney Company to market children's soft drinks. Coca-Cola Company Limited has invested a huge amount in marketing campaign to...
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...COMPETITION IN THE BOTTLED WATER INDUSTRY This Case analysis basically shows the emergence of bottled water industry, different strategies being taken by the main competitors (PepsiCo , coca-cola, Nestle ) and other sellers to sustain in market during period from 1998 to 2003. Till 1990 was a prestige product in US. Booming business with 38 billions gallons of annual sales in 2003 & 10% growth between 1998 and 2003 United states the world largest market(from 1998-2003 ..increased by 9%) Other in the top rank are western Europe and Mexico. In 2003- 2004 Asia and South America became the emerging markets . In 2004 became the second largest market in beverages in US. Controlled by a few food and beverage companies .Three giant competitors –Coca-cola, PepsiCo, Nestle.. REASONS FOR EMERGENCE Increased focus on fitness and health Safety concerns of municipal drinking water Convenience, purity and portability of bottled water Improved consumer awareness of need for proper hydration Chemical taste of tap water including chlorine and fluoride that was a great problem to US people. DISTRIBUTION AND SALE EASY AVAILABILITY DISTRIBUTION VARIED DEPENDING ON THE PRODUCER EASY DISTRIBUTION FOR COCA COLA AND PEPSI NEGOTIATED CONTRACT TRENDS Four dominant players were COCACOLA, DANONE, NESTLE AND PEPSICO PepsiCo and coca cola became global. Introduction of functional mineral water(very...
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...is the world largest offerer of non-alcoholic beverages and the most valuable firm in the world. They owned over 300 brands in over 200 countries and serving carbonated soft drink and non-carbonated beverages such as fruit juice, fruit drink, sports drinks, coffees and bottled water. Coca-Cola Co. is operating in their existing brands, and also develops new global and local brands and acquisition of the global or local brands. In 2002, the company has launched new brand product including Diet Lemon Coke, Vanilla Coke and large varieties of fruit taste Fanta including lime, grape, strawberry and passion fruit in Australia. The company has also acquired many new international water brands such as Danone Waters, Sparklettes, Alhambra and Evian brands in US. They also continued collaboration with the Walt Disney Company to market children's soft drinks. Coca-Cola Company Limited has invested a huge amount in marketing campaign to support their brands. The aims for these campaigns are to enhance the consumer awareness and consumer preference for a certain brand. As a result, Coca-Cola Co. has maintained a long-term growth in profitable...
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