Tuesday, November 29
Motivations play an important role in consumer behavior. They are subconscious and can be triggered by marketing message. Motivation can be security or safety, convenience, basic need like thirst, and so on. The best way to use emotion in marketing strategy is to look at motivators that experience consumers.
When bottled water was first introduced to the market consumers laughed at the concept. Paying for water in a bottle while they could drink it from the tap almost for free did not make sense to them. However, the marketing message changed their way of thinking by making the issue personal. This message developed a caution about drinking tap water among consumers. Consumers became aware of impurities of tap water. They began purchasing bottled water not for their convenience but for their health. By drinking bottled water they felt safe and protected.
Sunday, November 27
For example, the natural character of Volvic that originates from the water's volcanic source and is reflective of the spark of the volcano or also Evian, recognized for its pedigree, coming from the Alps and its purity.
Brands can also base their differentiation on the packaging: the bottle shape, color/ codes and functionality really do matter. For instance, Evian does special designed bottles every year for Christmas or Contrex’s bottle shape looks like a thin woman.
Bottled water brands can differentiate with advertising, story-telling: highlighting theuniqueness of the water. Sponsorships can be used also for additional exposure and significant opportunities for distinct marketing, for example when Volvic hired Zinédine Zidane, the most famous French football player for their ads on TV.
Companies, to brand mineral waters can also base their marketing strategy on health qualities. This is the case of Contrex, that sells a “healthy product” that will help women to get thinner: their motto “Contrex, Mon Partenaire Minceur” means “Contrex, My Slimness Partner”. The company centers on the bottle as a partner, the bottle you will always have with you to help you stay in great shape.
Finally, they can differentiate with their price. Indeed, private labels such as Carrefour water brand charges lower prices than other brands market.
Bottled waters have different ways to differentiate and line up their marketing strategies. Whether they choose to insist on their taste, price or any other criterion, they have to differentiate to cope with the high competition of the French market.
Touchpoints are here to help you capitalizing every opportunity to interact with customers. In other words, touchpoints could be described as interfaces which help potential customers to “interact” with the brand. Touchpoints include human exchanges such as speaking to them face-to-face, by phone and high-tech interactions such as… websites. Another kind of touch points are Public Relations and most commonly, advertising e.g print and TV ads, flyers...As a brand, all opportunities to interact with a customer are valuable touchpoints. These opportunities represent a chance to win over a new customer who will talk around his social circle and spread a positive image of your brand. Touchpoints are also very useful in order to differentiate your brand than the other competitors.
The importance of a website and a presence in Social Network
Sources: Official website of Evian ; Official website of Volvic ; Volvic Source Tour
What could be more attractive than a public event organized by a brand just for fun ?
Recently Evian sponsored a Dancemob with the famous dancer and choregrapher Blanca Li for the Day of Dance in Paris Le Grand Palais. This was the first Day of Dance in France which led to discover all form of dances all over the world as a ludique experience.
The Packaging is speaking
It does not seem to be a risk to buy still water. Consumers suppose that it has a good quality because of regulations and quality control prior it is consumed, and the risk of pollution and/or intoxication because of the consumption of bottled water is pretty low. Thus, the risk in the performance of the product is low.
The involvement of the customer while doing the purchase of still water is low, and could be rational and/or emotional. It does not spend much time, though energy and other resourcesduring the purchase process.
90 % of the French consume mineral water. In France, there are 110 brands consumers can choose. This love affair with water started with Louis XIV when a court physician prescribed mineral water for his gout.
One of the reasons for the French craze for bottled water demand is a safety quest, a certain mistrust of tap water, without mentioning pollution problems in some areas. Then bottled water is more necessary than ever. Water is the food product that offers the greatest number of opportunities to be consumed in a day : at table, in the office, in the streets, in the bars... It is one of the least elaborate (most natural) food market where the messages to the consumer are clear and positive ie, sports, health, youth.
According to SOFRES/CI water polls, the proportion of regular water drinkers is 63%, down 3 points since 1999. But, after seeing a decline in recent years the overall bottled water environment in France increased by 2 percent in total volume terms in 2010. A survey says that 28 % of the French people say they never drink tap water. 64% say they drink bottled water at least once a week and 44 % many times a day. 50 % of the consumers say they drink both. These ‘mixed” drinkers say they drink 55 % of tap water and 45 % of bottled water.
It is estimated that, on average, each Frenchman drinks 110 litres of bottled water per year. The French can be suspicious about tap water and prefer still to sparkling water.
In a globally competitive market, water manufacturers promote their brands by targeting niche consumers and using unique selling points such as the bottling source and taste. Frequently used categories to differentiate water brands include carbonated or non-carbonated water, spring and mineral water as well as distilled enhanced, filtered and oxygenated waters. These attributes play a significant role when it comes to branding water, and they help companies to differentiate between the benefits of one type of brand over the other.
As the still water is a relative low price good, the size of pocket is low. It could be consider as a product with low price that is bought out of habit, without much thought.
This growth is the result of variousfactors that have contributed to the increase of demand for bottled water. Many people drink bottled water because they prefer the taste to that of tap water or perceive it to be more pure, clean. Bottled water is seen as a natural product and a significant part of a healthy lifestyle. Portability of bottled water and accessibility in stores, supermarkets, restaurants, gas stations and vending machines has also increased the demand.