tag:blogger.com,1999:blog-21630523520491977072024-03-13T12:25:51.384-07:00Water 4 LifeAll you want to know about still water... with a drop of fun!Unknownnoreply@blogger.comBlogger13125tag:blogger.com,1999:blog-2163052352049197707.post-31537869269270590492011-12-14T03:40:00.000-08:002011-12-14T03:53:32.628-08:00Interview with Ms. Charmeroy<a href="http://4.bp.blogspot.com/-FbNJHjk2V7w/TuiMzLX98rI/AAAAAAAAADE/sWHcM1NAC3g/s1600/untitled.bmp" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 112px; height: 148px;" src="http://4.bp.blogspot.com/-FbNJHjk2V7w/TuiMzLX98rI/AAAAAAAAADE/sWHcM1NAC3g/s320/untitled.bmp" border="0" alt="" id="BLOGGER_PHOTO_ID_5685949340409787058" /></a><br /><div style="MARGIN: 0px 0px 10pt"><span style="font-family: georgia; "><span lang="en-US"><br /></span></span></div><div style="MARGIN: 0px 0px 10pt"><span style="font-family: georgia; "><span lang="en-US">Fabienne Charmeroy<br />Marketing Director at Nestlé Waters</span></span></div><div style="MARGIN: 0px 0px 10pt"><span style="font-family: georgia; "><span lang="en-US"><br /></span></span></div><div style="MARGIN: 0px 0px 10pt"><br /></div><div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span style="font-family: georgia; "><span lang="en-US">- <b>What</b></span></span><b style="font-family: georgia; "><span><span lang="en-US"></span></span><span><span lang="en-US"> are/were</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> you</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> doing</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> at</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> Nestlé Waters?</span></span></b></span></div> <div style="MARGIN: 0px 0px 10pt"><span><span lang="en-US">I was Marketing Director at Nestlé waters and member of CEO, managing a team of 30 people : product managers, survey department, consumer service, thermal resorts.</span></span></div><div style="MARGIN: 0px 0px 10pt"><span><span lang="en-US"><br /></span></span></div><div style="MARGIN: 0px 0px 10pt">- <b>What are/were your main responsibilities?</b></div><div style="MARGIN: 0px 0px 10pt">To be in charge of the brand manangement of brands such as Perrier, Contrex, Vittel, Hepar. I also way responsible for the respect of the profit and loss accounts.</div><div style="MARGIN: 0px 0px 10pt">Development and launches of successful products was also a part of my job : Vittel sport's cap, P'tit Vittel, Quezac.</div> <div style="MARGIN: 0px 0px 10pt"><span><span lang="en-US"> </span></span></div> <div style="MARGIN: 0px 0px 10pt"><br /></div> <div style="MARGIN: 0px 0px 10pt"><span><span style="BACKGROUND-COLOR: white"> </span></span></div> <div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US">- <b>What</b></span></span><b><span><span lang="en-US"></span></span><span><span lang="en-US"> are for you</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> the emotions</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> that</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> can</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> be</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> used</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> by a product</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> manager for branding</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> plain bottled</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> water?</span></span></b></span></div> <div style="MARGIN: 0px 0px 10pt"><span><span lang="en-US">Many emotions, water is the element, without it we cannot survive. Emotions and product reality should be linked to express youth, vitality, beauty, well-being, purity, feast...</span></span></div><div style="MARGIN: 0px 0px 10pt"><span><span lang="en-US"><br /></span></span></div> <div style="MARGIN: 0px 0px 10pt"><span> </span></div> <div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US">-<b> What</b></span></span><b><span><span lang="en-US"></span></span><span><span lang="en-US"> are the added</span></span><span><span lang="en-US"></span></span><span><span lang="en-US">-values in order</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> to perform</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> as a plain water brand?</span></span></b></span></div> <div style="MARGIN: 0px 0px 10pt"><span> As for every brand, brand positioning is essential, it is the heart of a brand added-value. Once it is well defined and that you have checked it is relevant, you need to work on each element of the marketing mix to provide value. Porter is always in your mind....</span></div><div style="MARGIN: 0px 0px 10pt"><span><br /></span></div> <div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US">- <b>What</b></span></span><b><span><span lang="en-US"></span></span><span><span lang="en-US"> associations can</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> create</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> long durable brand awareness</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> and knowledge</span></span><span><span lang="en-US"></span></span><span><span lang="en-US">?</span></span></b></span></div> <div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US"> I</span></span><span><span lang="en-US">f the brand positioning is clear and relevant like for Contrex, you need to be consistent about the message itself but you can be inspired by what is happening. Have a look to the new Contrex tv ad...</span></span></span></div><div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US"><br /></span></span></span></div> <div style="MARGIN: 0px 0px 10pt"><span> </span></div> <div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US">- <b>What</b></span></span><b><span><span lang="en-US"></span></span><span><span lang="en-US"> would</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> be</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> your</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> advice</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> to a young</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> product</span></span><span><span lang="en-US"></span></span><span><span lang="en-US"> manager on the water brand market</span></span><span><span lang="en-US"></span></span><span><span lang="en-US">?</span></span></b></span></div> <div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US"> </span></span><span><span lang="en-US">My advice would be to keep what is working and try to change what should be. But not only on water brand market....</span></span></span></div><div style="MARGIN: 0px 0px 10pt"><span class="Apple-style-span"><span><span lang="en-US"><br /></span></span></span></div>julie Bisschophttp://www.blogger.com/profile/02062288650549702206noreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-91981682327276226532011-12-12T10:49:00.000-08:002011-12-12T12:15:49.788-08:00Possible Trends?<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-size: large;"><span style="color: orange; line-height: 18px;"><span style="background-color: #666666;"><b>The Secret of Water</b></span></span></span><br />
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<span style="background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;">Dr. Masaru Emoto, a </span><span class="Apple-style-span" style="background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif;">Japanese researcher, made an astonishing discovery about water. This revolutionary discovery may possibly lead to a new consciousness of water</span><span class="Apple-style-span" style="background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;">. </span><br />
<span class="Apple-style-span" style="background-color: #666666; color: white;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="line-height: 18px;">Dr. Emoto</span><span class="Apple-style-span"> developed a technique using a very powerful microscope to photograph crystals of frozen water samples. The</span><span class="Apple-style-span" style="line-height: 18px;"> crystals from different areas changed depending on the environment. He also discovered that </span><span class="Apple-style-span" style="line-height: 18px;">human vibration energy, thoughts, words and music affect the molecular structure of wate</span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 18px;">r.</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 18px;"> </span></span><br />
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><span style="background-color: #666666;"><span style="line-height: 18px;">Emoto taped paper strips saying </span><span class="Apple-style-span" style="line-height: 18px;">"You make me sick,"</span><span class="Apple-style-span" style="line-height: 18px;"> </span><span class="Apple-style-span" style="line-height: 18px;">"You are a fool" and </span><span class="Apple-style-span" style="line-height: 18px;">"I love you," </span><span class="Apple-style-span" style="line-height: 18px;">"Thank you" </span><span class="Apple-style-span" style="line-height: 18px;">on bottles of tap water and then photographed the frozen water. He found that "Thank you" and "I love you," caused the tap water to form beautiful crystals. While bottles with "You make me sick," or </span><span class="Apple-style-span" style="line-height: 18px;">"You are a fool,"</span><span class="Apple-style-span" style="line-height: 18px;"> strips caused ugly, distorted crystals or no crystals at all. According to Dr. Emoto, we can cause tap water to form beautiful frozen water crystals simply by praying for the water, by sending it positive thoughts, or by exposing it to beautiful music.</span></span></span><br />
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;"><span style="background-color: #666666;">"Love and gratitude" create the most beautiful crystals.</span></span><br />
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<a href="http://2.bp.blogspot.com/-PMDPpJpCAoA/TuZC9K9DG0I/AAAAAAAAACM/7T742UkotEE/s1600/love+gratitude.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><b><span class="Apple-style-span" style="background-color: #666666; color: white;"><img border="0" height="248" src="http://2.bp.blogspot.com/-PMDPpJpCAoA/TuZC9K9DG0I/AAAAAAAAACM/7T742UkotEE/s320/love+gratitude.jpg" width="320" /></span></b></a><br />
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<tr><td class="tr-caption" style="text-align: center;"><span class="Apple-style-span" style="background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif;">"You Make Me Sick"</span></td></tr>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 18px;"><span class="Apple-style-span" style="color: orange; font-size: large;"><span style="background-color: #666666;"><b>Aquamantra</b></span></span></span><br />
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<span class="Apple-style-span" style="-webkit-text-size-adjust: none; background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;">"Inspired by the 2004 film </span><em style="-webkit-text-size-adjust: none; background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;">What the Bleep Do We Know</em><span class="Apple-style-span" style="-webkit-text-size-adjust: none; background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;"> and Dr. Masaru Emoto’s book </span><em style="-webkit-text-size-adjust: none; background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;">Hidden Messages in Water</em><span class="Apple-style-span" style="-webkit-text-size-adjust: none; background-color: #666666; color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 18px;">, Aquamantra utilizes the theories of quantum mechanics, whereby positive thoughts are shown to influence the molecular structure of water, to make their water more refreshing for body, mind, and soul. Each bottle of Aquamantra premium Natural Spring Water features unique art work from local California artists and the mantra I am Loved, I am Grateful, I am Healthy, or I am Lucky to infuse the water with positive energies."</span><br />
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<a href="http://3.bp.blogspot.com/-NGeG6M09vPs/TuZKfC1kaJI/AAAAAAAAACc/VYoF6pylhC8/s1600/aquamantra300wlogo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><b><span class="Apple-style-span" style="background-color: #666666; color: white;"><img border="0" height="320" src="http://3.bp.blogspot.com/-NGeG6M09vPs/TuZKfC1kaJI/AAAAAAAAACc/VYoF6pylhC8/s320/aquamantra300wlogo.jpg" width="274" /></span></b></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 18px;"><span style="background-color: #666666; color: orange; font-size: x-small;">References:</span></span><br />
<a href="http://www.whatthebleep.com/crystals/"><span class="Apple-style-span" style="background-color: #666666; color: orange; font-size: x-small;">http://www.whatthebleep.com/crystals/</span></a><br />
<a href="http://www.bcorporation.net/aquamantra"><span class="Apple-style-span" style="background-color: #666666; color: orange; font-size: x-small;">http://www.bcorporation.net/aquamantra</span></a>Nellyhttp://www.blogger.com/profile/16189119325209133013noreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-84890381942359928122011-12-06T01:04:00.000-08:002011-12-06T05:31:46.277-08:00151 liters of water per year<div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Guess what is the first spending of French people in their food budget: <b>bottled water</b>.</span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Each year, they drink 151,1 liters of mineral and spring water.</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-BKRjQJtegpo/Tt4ZKckRBkI/AAAAAAAAAO8/N5oXFbhlZEc/s1600/bottled-water.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="http://3.bp.blogspot.com/-BKRjQJtegpo/Tt4ZKckRBkI/AAAAAAAAAO8/N5oXFbhlZEc/s320/bottled-water.jpg" width="320" /></a></div><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">In the eighties, the five most consumed food products were: potatoes, fresh vegetables, wine, bread and milk. </span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Now, it is mineral and sping waters, fresh vegetables, potatoes, bread and milk. </span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">It seems that bottled water gained a lot of ground</span></div><div style="font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div style="margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><u><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif; font-size: xx-small;">Source : <a href="http://www.linternaute.com/actualite/societe-france/statistiques-france/consommation-des-francais.shtml" style="text-align: -webkit-auto;">http://www.linternaute.com/actualite/societe-france/statistiques-france/consommation-des-francais.shtml</a></span></u><br />
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</u></div></div><div style="color: #333333; font-family: Arial, Helvetica, sans-serif; font-size: 12px; margin-bottom: 5px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-59650776084377861532011-12-06T00:00:00.000-08:002011-12-06T05:32:51.206-08:00Because we care about recycling ...<div class="separator" style="clear: both; text-align: left;"><span class="Apple-style-span">... we thought it was important for you to know a bit about the life of a bottle of water :</span></div><div class="separator" style="clear: both; text-align: left;"><span class="Apple-style-span"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-yQzguymQftY/Tt4Zcxf9fsI/AAAAAAAAAPE/SI-4Ib-OPjw/s1600/bottled-water-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="138" src="http://4.bp.blogspot.com/-yQzguymQftY/Tt4Zcxf9fsI/AAAAAAAAAPE/SI-4Ib-OPjw/s200/bottled-water-1.jpg" width="200" /></a></div><div class="separator" style="clear: both; text-align: left;"><span class="Apple-style-span"><br />
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</span></div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span">This short film represents the story of a bottle from its creation to the recycle process</span></div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span"><br />
</span></div><div class="separator" style="clear: both; text-align: center;"><object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" height="266" src="http://2.gvt0.com/vi/1by0DNOx94I/0.jpg" width="320"><span class="Apple-style-span"><param name="movie" value="http://www.youtube.com/v/1by0DNOx94I&fs=1&source=uds"><param name="bgcolor" value="#FFFFFF"><embed width="320" height="266" src="http://www.youtube.com/v/1by0DNOx94I&fs=1&source=uds" type="application/x-shockwave-flash"></embed></span></object></div><div class="separator" style="clear: both; text-align: center;"><br />
</div><div class="separator" style="clear: both; text-align: center;">After watching this video, if you have extra time, don't hesitate to calculate your ecological footprint : http://www.myfootprint.org/</div><div class="separator" style="clear: both; text-align: center;"><br />
</div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-28376448329734267642011-12-05T07:16:00.000-08:002011-12-05T07:24:51.923-08:00When Water brands do viral marketing on the internet ... using a sexy endorser !<div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/Rc47LcvIxyI?feature=player_embedded' frameborder='0'></iframe></div>julie Bisschophttp://www.blogger.com/profile/02062288650549702206noreply@blogger.com1tag:blogger.com,1999:blog-2163052352049197707.post-37950499861012440632011-11-29T13:51:00.000-08:002011-11-29T13:56:08.536-08:00Tell me how you feel, I'll give you wat(er) you need<div class="MsoNormal"><span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">What emotions drive us when purchasing a bottle of water?<o:p></o:p></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="color: white;"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">It's no secret that</span></span><span class="apple-style-span"><span lang="EN-US" style="font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"> emotions <span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial;">influence people's decisions about what, when and how they buy. Emotions are powerful motivators. It is important for brands to creatively associate a positive emotion and positive attitude with their product. <o:p></o:p></span></span></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white;"><br />
</span></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">Emotions drive our purchase all the time. Imagine yourself in a supermarket around 11.30 am when you’re getting hungry, you will see those nice chocolate bars and buy it. That’s the point.<o:p></o:p></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">Consumers are driven by the image water brands provide them. Water brands must have a clear positioning in order to adapt their communication to their target. Let’s take the example of Contrex. They used to communicate only in an informational way: no emotion. The message was: “Contrex helps you eliminate”. It was promoted by thin women but it was so naïve than the public turned the ad into derision. Recently, they have decided to target active young women and totally changed their promotion and based everything on fun, dynamism. They changed the message into an emotional slogan “On mincirait mieux si c’était plus fun” (“we’d lose weight easily if it was more fun”) in order to have an impact on women’s behavior. (*To know more about Contrex, feel free to click on the tab above!). </span></span><br />
<span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">On the opposite, seniors will feel attracted by traditional values: we all remember about Cristaline’s ad directing Guy Roux, the best endorser to bring this image to consumers! <o:p></o:p></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-OpqlIUq2pF0/TtVTnNO02hI/AAAAAAAAAOs/VOz-EQVSIhM/s1600/boire+eau.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span class="Apple-style-span" style="color: white;"><img border="0" height="320" src="http://2.bp.blogspot.com/-OpqlIUq2pF0/TtVTnNO02hI/AAAAAAAAAOs/VOz-EQVSIhM/s320/boire+eau.jpg" width="320" /></span></a></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 16px;">However, people drink water because we all have to do it (if not, we’ll die, right?!) but the goal here is to add value to the water so that people can feel the benefit of drinking bottled water. It can be about the taste (value of happiness), it can be about the intrinsic benefits (well-being, slimness) or also about purity, nature (healthy).<o:p></o:p></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 16px;"><br />
</span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">Emotions consumers feels about water is also linked to the commercial and how the brand communicate. Evian always put babies in their ads: it’s not random. Their ads calls out consumer’s emotions around sensitiveness. People see babies on roller, we all think it’s cute.<o:p></o:p></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">Volvic will linked consumer’s emotions with nature, well-being, freedom. When we see their commercials, we can feel the nature, we can have a deep breath and dive into a volcano.<o:p></o:p></span></span></div><div class="MsoNormal"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; color: white; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><br />
</span></span></div><div class="MsoNormal"><span class="Apple-style-span" style="color: white;"><span class="apple-style-span"><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;">Still water brands have to create emotions in the consumers’ minds to create an image people will identify themselves into and this image is the thing they have to build everything around. </span></span><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; font-family: Georgia, serif; font-size: 10.5pt; line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal"><br />
</div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-33813402342432169382011-11-29T10:27:00.000-08:002011-11-29T10:27:19.048-08:00A funny commercial for Montavit mineral water<div class="separator" style="clear: both; text-align: center;">Enjoy it ! We loved the punchline !</div><div class="separator" style="clear: both; text-align: center;"><br />
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</div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/MB0Ne8AcE9E?feature=player_embedded' frameborder='0'></iframe></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-51752714320272186122011-11-29T06:13:00.001-08:002011-12-12T12:40:39.056-08:00Identifying Consumers' Underlying Motivations<span class="Apple-style-span" style="color: orange; font-family: Georgia, 'Times New Roman', serif;"><b>What Motivates Consumers To Buy Bottled Water?</b></span><br />
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<span class="Apple-style-span" style="color: white;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">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. </span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">The best way to use emotion in marketing strategy is to look at motivators that experience consumers.</span></span><br />
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">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.<o:p></o:p></span><br />
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<span class="Apple-style-span" style="color: white;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Thus, t</span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">he emotion of fear of tap water impurities moved consumers into action. T</span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">he major motivators when purchasing water were health benefits and personal safety, and since consumers wanted to feel safe they began buying bottled water.</span></span></div>
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Nowadays, despite tough economic times, people are still spending money on bottled water. Although over the course of time the primary motivator became convenience and only then health benefits, according to a study conducted in the <st1:place w:st="on"><st1:country-region w:st="on">United Kingdom</st1:country-region></st1:place>.</span></div>
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">The study, published in the open access journal BMC Public Health, is based on interviews with 23 users of the Munrow Sports Centre on the campus of <st1:place w:st="on"><st1:placetype w:st="on">University</st1:placetype> of <st1:placename w:st="on">Birmingham</st1:placename></st1:place>. The majority of participants drank on average 0.5 to 3.5 liters per week. Two participants drank more than 10 liters per week, and two said they never drank bottled water.</span></div>
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Although most study participants said <span class="Apple-style-span" style="font-size: 16px;">they drink bottled water because they believe it's safer than tap water</span>, they were unsure exactly what these benefits were. Despite the health benefits, the most commonly given reason for purchasing bottled water was convenience. Even those who did not believe that bottled water was safer than tap water said that they <span class="Apple-style-span" style="font-size: 16px;">purchased bottled water when they were out.</span></span><br />
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<span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><span style="font-size: 12pt;">Many people also said they buy bottled water because it tastes better. </span>"I can definitely taste the difference between like a <st1:country-region w:st="on"><st1:place w:st="on">Fiji</st1:place></st1:country-region> water and an Evian," one woman said. "I think tap water kind of tastes like sewer," said another.</span><br />
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</span></div>Nellyhttp://www.blogger.com/profile/16189119325209133013noreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-9814556751433649882011-11-27T05:07:00.001-08:002011-11-29T07:17:02.340-08:00Still water & associations<img alt="" border="0" id="BLOGGER_PHOTO_ID_5671467025095006914" src="http://2.bp.blogspot.com/-WJAtkuKNy2w/TrUZNeohGsI/AAAAAAAAAAQ/866irJDOq6A/s320/evian-live-young-t-shirts_6.jpg" style="cursor: pointer; float: left; height: 153px; margin-bottom: 10px; margin-left: 0px; margin-right: 10px; margin-top: 0px; text-align: justify; width: 219px;" /><div align="justify"><span class="Apple-style-span" >To better understand customer expectations, we need to focus on the associations they are making with the product. First of all, water is associated to purity and nature. By consuming it, a consumer feels peaceful and calm. In many advertisement, brand managers are using the image of naturality in order to make believe consumers that by drinking the brand they will bring back a part of nature in their life. For example, Evian is traditionally the leader in water used in marternity.</span></div><div style="text-align: justify;"><span class="Apple-style-span" ><br /></span></div><span class="Apple-style-span" ><div style="text-align: justify;"><br /></div><span class="Apple-style-span"><div style="text-align: justify;">Additionally, in a polluted world, consumers need to be reassured about the quality of water they drink. The brand feelings associated are safety and comfort. Moreover, since sources are known for their different benefits, they are synonymous of health and by extrapolation, longevity. Evian is a youth's source for our body, Taillefine helps to recharge your body in essential minerals or Thonon is contrinuting for the well-being of everyone. Furthermore, if water is health, consumer will feel better and proud of choosing a high quality water with natural benefits.</div></span><span class="Apple-style-span"><div style="text-align: justify;"><br /></div></span><div style="text-align: justify;"><br /></div><span class="Apple-style-span"><div style="text-align: justify;">Besides, since water is a mass market product and consumed all the day, consumers loyalty is high. Thanks to evocation and feeling it can provoke, they feel sentimental and affectionate about brand. Many advertisements are based on well-being, vitality and sport such as Vittel previous slogan, '' Vittel, vitality is in it'' (Vittel, la vitalité est en elle). This is the main reason why brand are sponsoring sport activities. Furthermore, another aspect is the water's association with beauty: one glass of water just after waking up detoxifies your body. In fact, thanks to their purity and natural image, many water brands develop a range of cosmetic product.</div></span><span class="Apple-style-span"><div style="text-align: justify;"><br /></div></span><div style="text-align: justify;"><br /></div></span><div align="justify"><span class="Apple-style-span" ><a href="http://1.bp.blogspot.com/-hmXG96StAwo/TrUaDC9NbXI/AAAAAAAAAAc/REpx8p35hxs/s1600/contrex-velo-rose-prev1.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5671467945378540914" src="http://1.bp.blogspot.com/-hmXG96StAwo/TrUaDC9NbXI/AAAAAAAAAAc/REpx8p35hxs/s320/contrex-velo-rose-prev1.jpg" style="cursor: pointer; float: left; height: 160px; margin-bottom: 10px; margin-left: 0px; margin-right: 10px; margin-top: 0px; width: 199px;" /></a>Even if water's sector is not as fun as flavored beverages, consumers has to feel amused and excited. For instance, Contrex changes consumer's perception of it product's actual usage thanks to its new viral advertisement. In this transformational advertisement, women are doing sport in order to lose weight but mainly to continue to see a man doing a striptease.</span></div><span class="Apple-style-span" ><div style="text-align: justify;"><br /></div><div style="text-align: justify;">Finally, some brands are positionning as a high quality and price policy. Even if water is a mass product, quality, purity and scarcity image of brands are elements that position a brand. However, since the product is basic, the brand's positioning leads to social approval. People will recognize themselves on a certain positioning and will attribute certain brand to other consumers. For example, choosing a brand such as Evian may signal a high importance of social approval.</div></span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-39701008377326363702011-11-27T05:06:00.001-08:002011-11-29T07:51:12.895-08:00How to differenciate water?<span class="Apple-style-span"><a href="http://2.bp.blogspot.com/-TTPgxqcYuXk/TtT-jmSBHfI/AAAAAAAAAB0/vkIF5D0FsUc/s1600/image%2Bmag%2Bwater.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 247px;" src="http://2.bp.blogspot.com/-TTPgxqcYuXk/TtT-jmSBHfI/AAAAAAAAAB0/vkIF5D0FsUc/s320/image%2Bmag%2Bwater.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5680444917546032626" /></a><br /></span><div style="text-align: justify; "><span class="Apple-style-span" style="line-height: 24px;rgb(255, 255, 255); ">First, brands can put forward the taste and the origin of water: mineral water and spring water. Both come from natural ground deposit and both cannot contain any chemical additive, which differentiate them from tap water. The natural mineral water is pure, it must guarantee a stable mineral composition and can present particular minerals (rich in calcium, magnesium, …) wheares the spring water, under a same brand, are sometimes gathered with variable minerals compared to natural mineral water that is issued from a single source.</span></div><p class="MsoNormal" style="text-align: justify; margin-bottom: 0.0001pt; line-height: 18.7pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color:"><i><span lang="EN-US" style="font-size: 12pt; ">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.</span></i></p><p class="MsoNormal" style="text-align: justify; margin-bottom: 0.0001pt; line-height: 18.7pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color:"><span lang="EN-US" style="font-size: 12pt; ">Brands can also base their differentiation on the packaging: the bottle shape, color/ codes and functionality really do matter. <i>For instance, Evian does special designed bottles every year for Christmas or Contrex’s bottle shape looks like a thin woman.</i></span></p><p class="MsoNormal" style="text-align: justify; margin-bottom: 0.0001pt; line-height: 18.7pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span lang="EN-US" style="font-size: 12pt; ">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, <i>for example when Volvic hired Zinédine Zidane, the most famous French football player for their ads on TV.</i></span></p><p class="MsoNormal" style="text-align: justify; margin-bottom: 0.0001pt; line-height: 18.7pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; "><span lang="EN-US" style="font-size: 12pt; ">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”. <i>The company centers on the bottle as a partner, the bottle you will always have with you to help you stay in great shape.</i></span></p><p class="MsoNormal" style="text-align: justify; margin-bottom: 0.0001pt; line-height: 18.7pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; "><span lang="EN-US" style="font-size: 12pt; ">Finally, they can differentiate with their price. Indeed, <i>private labels such as Carrefour water brand charges lower prices than other brands market.</i></span></p><p class="MsoNormal" style="text-align: justify; margin-bottom: 0.0001pt; line-height: 18.7pt; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; "><span lang="EN-US" style="font-size: 12pt; ">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.</span></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-34842405426564313892011-11-27T05:04:00.001-08:002011-11-30T02:07:58.716-08:00How to improve your customer experience by working on “Touchpoints”<div style="text-align: justify;"><span class="Apple-style-span" style="color: white;"><span lang="EN-US" style="font-family: Georgia, 'Times New Roman', serif;">Before starting any market or brand analysis, it could be useful to understand the technical word “touchpoint”. What is a touch point in fact?</span> </span><br />
<span class="Apple-style-span" style="color: white;"><span lang="EN-US">Touchpoints are here to help you capitalizing every oppor</span><span lang="EN-US">tunity to interact with customers. In other words, touchpoints could</span><span lang="EN-US"> be described as interfaces which help potential customers to “interact” with the brand. Touchpoints</span><span lang="EN-US"> include human exchanges such as speaking to them face-to-face, by phone and high-tech interactions such as… <span style="font-size: 16px;"><b><span style="font-size: 100%;">websites.</span> </b></span></span><span lang="EN-US">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</span> 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.</span><br />
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</span></div><div><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><span lang="EN-US">Apply this notion to the bottled water market is really interesting because water remains water. It is useful when we are thirsty but</span><span lang="EN-US"> then… What is the point to buy this brand X instead of this brand Y? Everything is the point. All water brands possessed different positioning and want to share a particular and unique environment with you.</span></span></div><div><span class="Apple-style-span" style="color: white;"><br />
</span></div><div><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><span lang="EN-US">If we take the example of these two still water brands: Evian and Volvic. They</span><span lang="EN-US"> both have an original and particular way to communicate and more to interact with their customers.</span></span></div></div><div class="MsoListParagraph" style="text-indent: -18pt;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b><span lang="EN-US"><br />
<span class="Apple-style-span" style="color: orange;"> The importance of a website and a presence in Social Network</span><br />
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</span></b></span></div><div class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><span lang="EN-US">The w</span><span lang="EN-US">ebsite of Evian is one of the first elements which help the brand to interact with their customers and</span><span lang="EN-US"> potential customers. History of the brand, other information and the elaboration of se</span><span lang="EN-US">rvices composed this interfac</span><span lang="EN-US">e. Among these services, customers can contact the brand and customize their own bottle for every specific occasion in their life (myevian).</span></span></div><div class="MsoNormal" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div class="MsoNormal" style="text-align: justify;"></div><div class="MsoListParagraphCxSpFirst" style="margin-left: 0cm; text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">The website of Volvic insists about its positioning regarding the production and the distribution for a sustainable world. Volvic created real interactions with their customers by proposing a visit of the Volvic Source. The main goal of this visit is to discover the origin of the water Volvic, all the process to extract it, bottling and annex services such as leisurely walks around Volvic location.</span><br />
<i style="font-size: 15px; text-indent: -28px;"><span style="color: white; font-family: Georgia, 'Times New Roman', serif; line-height: 15px;"><span style="font-size: 100%;">S</span><span style="font-size: 100%;">ources: <a href="http://www.evian.com/fr_FR#otherSites">Official website of Evian</a> ; <a href="http://www.volvic.fr/bouteillevegetale/">Official website of Volvic</a> ; <a href="http://www.traces-images.fr/Info_Volvic/">Volvic Source Tour</a></span></span></i></div><div class="MsoListParagraph" style="text-align: justify; text-indent: -18pt;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br />
<b style="font-weight: bold;"><span lang="EN-US" style="color: orange;">Public Relations</span></b><span lang="EN-US"><span style="font-weight: bold;"><span class="Apple-style-span" style="color: orange;"><br />
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</span><span class="Apple-style-span" style="color: white;">What could be more attractive t</span></span><span lang="EN-US" style="color: white;">han a public event organized by a brand just for fun ?</span></span><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
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.</span></div><div class="MsoListParagraph" style="font-weight: bold; text-align: justify; text-indent: -18pt;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br />
<span lang="EN-US"><span class="Apple-style-span" style="color: orange;">The Packaging is speaking</span> <br />
</span></span></div><div style="text-align: justify;"></div><div class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><span lang="EN-US">The packagi</span><a href="http://1.bp.blogspot.com/-uOGq-SEngWw/Tra1o7PR5rI/AAAAAAAAAAc/MsMcScibAo0/s1600/ScreenShot032.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5671920495420892850" src="http://1.bp.blogspot.com/-uOGq-SEngWw/Tra1o7PR5rI/AAAAAAAAAAc/MsMcScibAo0/s320/ScreenShot032.jpg" style="cursor: pointer; float: left; height: 153px; margin-bottom: 10px; margin-left: 0pt; margin-right: 10px; margin-top: 0pt; width: 246px;" /></a><span lang="EN-US">ng of a bottle is a key touchpoint to interact with your customers. Evian’s packagings are particularly relevan</span><span lang="EN-US">t for that. Seven bottles sizes to suit your lifestyle. Every shape, size, conception is thought to respond customers’needs.</span></span></div><div class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div class="MsoNormal" style="text-align: justify;"><a href="http://1.bp.blogspot.com/-vEmUb5c954Q/Tra2hmJyQMI/AAAAAAAAAAo/pFw61odiOZc/s1600/ScreenShot033.jpg"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5671921469013246146" src="http://1.bp.blogspot.com/-vEmUb5c954Q/Tra2hmJyQMI/AAAAAAAAAAo/pFw61odiOZc/s200/ScreenShot033.jpg" style="cursor: pointer; float: right; height: 151px; margin-bottom: 10px; margin-left: 10px; margin-right: 0pt; margin-top: 0pt; width: 160px;" /></span></a></div><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
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<div class="MsoNormal" style="text-align: justify;"></div><div class="MsoNormal"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Volvic confirms its positioning of respecting the environment with a new kind of packaging : The first bottle of vegetal origin and 100% recyclable.</span></div><div class="MsoNormal"><span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div class="MsoListParagraphCxSpMiddle"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b><span lang="EN-US" style="color: orange;">Sponsoring</span></b><span lang="EN-US" style="color: white;"><br />
</span></span></div><div class="MsoListParagraphCxSpMiddle"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b><span lang="EN-US" style="color: white;"><br />
</span></b></span></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Evian organizes every year the “Evian Master” an international Tournament of feminine Golf. It’s another way to interact with their customers.</span></div><div style="text-align: justify;"></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">Volvic is the sponsor of Local events such as The Cross Volvic Elite near Clermont-Ferrand.</span></div><div style="text-align: justify;"></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">They also signed sports partnerships especially in the world of Rugby. They create a special drink for the Rugby World Cup in association with the brand “Quinze” and they also signed with the Rugby Club ASM Clermont d’Auvergnes since 2007.</span></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;"><br />
</span></div><div style="text-align: justify;"></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;"></span></div><div style="text-align: justify;"></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b><span lang="EN-US" style="color: white;"><br />
</span></b></span></div><div style="text-align: justify;"></div><div class="MsoListParagraphCxSpMiddle" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">After this analysis, what could be more important than improving your customer experience?</span></div><div style="text-align: justify;"></div><div class="MsoListParagraphCxSpLast" style="text-align: justify;"><span lang="EN-US" style="color: white; font-family: Georgia, 'Times New Roman', serif;">The more brands succeed on identifying their touchpoints the more they become closer to customer’needs. As a result brands can optimize experience and build a strong identity for their customers who will stay loyal ones.</span></div>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-2163052352049197707.post-47976079343597279942011-11-27T04:56:00.000-08:002011-11-29T07:46:06.743-08:00Nature of water and purchase behaviours<a href="http://4.bp.blogspot.com/-PrH3XcE0xTM/TtT-DQ_cYvI/AAAAAAAAABo/EulOKBeIZOc/s1600/FEMME_QUI_BOIT.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><span class="Apple-style-span" ><img style="text-align: justify;float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 235px; height: 235px; " src="http://4.bp.blogspot.com/-PrH3XcE0xTM/TtT-DQ_cYvI/AAAAAAAAABo/EulOKBeIZOc/s320/FEMME_QUI_BOIT.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5680444362075169522" /></span></a><p class="MsoNormal" style="text-align: justify;line-height: 16.85pt; "><span class="Apple-style-span" ><span lang="EN-US" style="font-size: 12pt; ">It does not seem to be a risk to buy </span><span lang="EN-GB" style="font-size: 12pt; ">still water. Consumers suppose that it has a good quality </span><span lang="EN-US" style="font-size: 12pt; ">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.</span><span lang="ES-VE" style="font-size: 12pt; "><o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align: justify;line-height: 16.85pt; "><span lang="ES-VE" style="font-size: 12pt; "><span class="Apple-style-span" >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.<o:p></o:p></span></span></p> <p class="MsoNormal" style="text-align: justify;margin-bottom: 0.0001pt; "><span lang="EN-US" style="font-size: 12pt; "><span class="Apple-style-span" >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.</span></span></p> <p class="MsoNormal" style="text-align: justify;margin-bottom: 0.0001pt; "><span lang="EN-US" style="font-size: 12pt; "><span class="Apple-style-span" >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.</span></span></p> <p class="MsoNormal" style="text-align: justify;margin-bottom: 0.0001pt; "><span class="Apple-style-span" ><span lang="EN-GB" style="font-size: 12pt; ">According to SOFRES/CI water polls, the proportion of regular water drinkers is 63%, down 3 points since 1999. But, a</span><span lang="EN-US" style="font-size: 12pt; ">fter seeing a decline in recent years the overall bottled water environment in France increased by 2 percent in total volume terms in 2010.</span><span lang="EN-US" style="font-size: 12pt; "> </span><span lang="EN-GB" style="font-size: 12pt; ">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.</span></span></p> <p class="MsoNormal" style="text-align: justify;margin-bottom: 0.0001pt; "><span lang="EN-US" style="font-size: 12pt; "><span class="Apple-style-span" >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.</span></span></p> <p class="MsoNormal" style="text-align: justify;margin-bottom: 0.0001pt; "><span lang="EN-US" style="font-size: 12pt; "><span class="Apple-style-span" >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.</span></span></p> <p class="MsoNormal" style="text-align: justify;"><span class="Apple-style-span" ><span lang="ES-VE" style="font-size: 12pt; line-height: 115%; ">As the still water is a relative low price good, the size of pocket is low. </span><span lang="EN-US" style="font-size: 12pt; line-height: 115%; ">It could be consider as a product with low price that is bought out of habit, without much thought.</span></span><span lang="EN-US" style="font-size:12.0pt;line-height:115%;mso-ansi-language:EN-US"><o:p></o:p></span></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-2163052352049197707.post-13776381227273415792011-11-27T04:50:00.000-08:002011-11-29T06:54:03.619-08:00Introduction: Market Overview<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">The following blog will focus on the bottled still water market in <st1:country-region w:st="on"><st1:place w:st="on">France</st1:place></st1:country-region>. We have chosen Evian, Contrex and Cristaline in order to conduct our brand audit. Firstly, we will focus on the overall French bottled market. Secondly, we will discuss Evian’s, Contrex’s and Cristaline’s customer insights and how these brands have managed to change consumers’ attitudes toward bottled water over the course of the past decade. Finally, we will analyze the competition within the market of the three above mentioned competitors and draw a conclusion. Areas of interest include marketing, communication and differentiation strategies of key competitors in the market. </span></div>
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<b><span class="Apple-style-span" style="color: orange; font-family: Georgia, 'Times New Roman', serif; font-size: large;">Bottled Water Market: Global Overview</span></b></div>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Almost 70% of the earth is covered with water. However, only less than 1% is ready for human consumption without being processed first. Some of the most common types of bottled drinking water are: still mineral water, spring water, artesian, and purified water packaged in plastic or glass bottles of different size range.</span></div>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Over the past decade, the global bottled water industry has become very profitable. Bottled water is one of the most popular beverages on the planet and its consumption continues to grow rapidly, even in countries where the quality of tap water is good. The bottled water industry boom began in the early 1980s and has shown significant growth since then. This boom in the consumption of bottled water has moved the product beyond the niche market and into the mainstream. Currently, companies like Evian make billions of dollars on water. </span></div>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Although, the growth has taken place globally, bottled water consumption has grown significantly in Western Europe, Asia and <st1:place w:st="on">Northern America.</st1:place><o:p> This growth is the result of various</o:p> factors 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. </span></div>
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<b><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: orange; font-size: large;">French Bottled Water Indusrty</span><span class="Apple-style-span" style="font-size: medium;"><o:p></o:p></span></span></b></div>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">According to Euromonitor International’s market report, “Despite the decline in recent years the overall bottled water environment in <st1:country-region w:st="on"><st1:place w:st="on">France</st1:place></st1:country-region> increased by 2% in total volume terms in 2010. Manufacturers were able to change the declining trend despite many barriers, such as the fall in consumers’ buying power in <st1:place w:st="on"><st1:country-region w:st="on">France</st1:country-region></st1:place>, the increasing use of water filtering systems, communication campaigns related to high quality tap water, and the increasing ecological concerns raised by bottled water. Good weather and the extended summer also helped overall sales in 2010.”</span></div>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Neptune SA, which owns Cristaline, remained the leading player in the bottled water industry in <st1:place w:st="on"><st1:country-region w:st="on">France</st1:country-region></st1:place>, accounting for a 21% total volume share in 2010. Neptune SA was closely followed by Groupe Danone owning Evian and Volvic, and Nestlé Waters France SAS which owns Contrex, Hépar and Vittel, each holding volume shares of around 20%. The three giants of the French bottled water industry were able to hold their position in 2010 by strongly focusing on advertising campaigns to retain customers.</span></div>
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</span>Nellyhttp://www.blogger.com/profile/16189119325209133013noreply@blogger.com1