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Perrier marketing case study Essay

Introduction (history)

Company history starts in 1976. At that time we were a small US-based business known as great waters of france,inc.,later to be the Perrier group of America, inc. they sold one brand, business known as Great Waters of France, Inc., later to be The Perrier Group of America, Inc. They sold one brand, Perrier Sparkling Natural Mineral Water, with a handful of employees. Perrier was the beginning of a shift in Americans? beverage habits bottled water was a socially acceptable alternative to alcohol and the drink of choice for active, health-minded individuals. In 1980 we acquired our first domestic spring water brand, Poland Spring Brand Natural Spring Water. they embraced its local heritage, nourished its growth and built it into a leading brand.

Also have done this with every brand we acquired since. Arrowhead Brand Mountain Spring Water, Ozarka Brand Natural Spring Water, Deer Park Brand Natural Spring Water, Zephyrhills Brand Natural Spring Water and Ice Mountain Brand Natural Spring Water all started out as little-known brands with distinctive regional heritages and natural spring sources. Today these are six core spring water brands, each a leader within its respective region of distribution. Fast forward to 1992: Nestlé, the world?s largest food and beverage company, purchased Source Perrier and acquired (PERRIER) company, then known as The Perrier Group of America. After joining Nestlé?s global family of 72 bottled water brands, They became Nestlé Waters North America Inc. As part of has the corporate resources to expertly source, bottle and deliver exceptional water products. This strong and solid backing will continue to support our business and our employees in the U.S. and Canada.

Brief:

For over twenty years, Perrier has retained its position as the world leader in aerated water. Despite great difficulties in the 1990s, following the case of benzene, the company was able to restore the situation in the early 2000s, including the establishment of an effective innovation strategy. However, the market for soft drinks is a dynamic and a highly competitive market. It is necessary to conduct a study of the company and its environment to ensure the future of the company. After a period of glory followed by a severe crisis in the early 1990s, Perrier has implemented various strategies to ensure its development.Indeed, in 1990 with the case of benzene, the international reputation of the Perrier brand has been severely abused, especially in the United States where it was well established.To get out of this crisis, and after buying the brand from Nestle Waters, a diversification strategy has been put in place to capture new markets and strengthen the competitive position of the mark. Read Bayonne packaging case study review

This strategy requires a policy of innovation with new products, new formats, and new flavors. For example, the brand has created the ‘Perrier water “to conquer the market for water table and thus broaden its target to more consumers.? After this period of crisis, Perrier has also had to develop and strengthen its position internationally by establishing: A policy of modernizing the structure of the company with the establishment of a social dialogue, and a more serene climate that enabled better competitiveness in logistics, and industrial performance. The main objective was to obtain a seamless supply and an uninterrupted product. A strong dividend policy through the selection and construction of a network of distributors was capable of developing and enhancing the brand, particularly in providing its partners with training on the sale of products of Perrier.

The company promoted the network of CHR (cafe, hotel, restaurant), an ideal distribution channel for consumers to integrate Perrier and relax along withtheir daily lives. A policy of diverse mass communication, with the use of different media such as display, sponsorship, TV advertising was used. Previously, communication sought to emphasize the character and dynamics of the prestigious brand. ‘Today, we try to give a character to Perrier in an offbeat, and unconventional trend.?

Tags: Perrier, diverse mass communication, display, sponsorship, dividend policy, cafe, hotel, restaurant, industrial performance, competitive position, soft drinks, Nestle Waters For example, the brand has created the ‘Perrier water “to conquer the market for water table and thus broaden its target to more consumers.? After this period of crisis, Perrier has also had to develop and strengthen its position internationally by establishing: A policy of modernizing the structure of the company with the establishment of a social dialogue, and a more serene climate that enabled better competitiveness in logistics, and industrial performance. The main objective was to obtain a seamless supply and an uninterrupted product. It is important to note that the mass distribution channel is very crowded, especially with the proliferation of references and the appearance of many brands, while sales in other channels such as the CHR network and ATMs are growing ( increase in 2002 for the CHR). Also read Colgate Case Study

THREATS AND OPPORTUNITIES THREATS OPPORTUNITIES

Awareness by consumers Consumers are moving more of the risks of excessive towards healthier products such as consumption of BRSA?s high sugar water, fruit juices, products or content. light drinks. First, we note the fact that the company is threatened by the possibility of redemption, and in fact, Nestlé Waters is planning to sell the Perrier brand. Moreover, firms of multinational BRSA like Coca-Cola, put in place strategies for external growth through the acquisition of ore. As a second element, Perrier has a limited range of products from the multitude of offers that its competitors offer, while its development potential is very high, and Perrier offers healthy products, that are now highly appreciated.

Demand Analysis

The market for soft drinks (BRSA) The BRSA market is a very dynamic market where supply is frequently renewed. French sales of BRSA are constantly increasing, because in 2003 they increased by and the forecast for 2004 was As for international sales of BRSA, they rose by in volume during 2003, while household consumption grew by (including water BRSA). In 2001, global consumption of fruits and vegetables increased by and that of soft drinks by the latter representing 32% of total fluid intake. Read also about heritage of operations management

SWOT Anlaysis:

– strength:

Old and famous brand name
• Better packaging
• Effective distribution network
• Famous as pure & safe among consumer
• Good product mix
• Frequent quality checking
• Much used by corporate world
• Better management
• Give regular follow up to distributor
•Better sales force
• Sponsoring various cultural program
• Better visibility
• Good intensives to dealer.

-weakness:

one liter packs which accounted for 50 percent of the company’s turnover has come down to 30 per cent. The two-liter packs, which have practically disappeared from the shelves, have come down from20 per cent to five per cent. The growth has come from the 500 mland the five-liter category, which account for 15 percent and 36 percent of turnover respectively. Earlier, Bisleri was selling at a premium of Rs.12 for the same size.But beginning last year, it has been selling its one- liter bottles atRs.15 each. Aqua Minerals attributes the Price slashing to retailer margins being on the higher side earlier. The competitive Rs.15 price tag has been working well for the brand. In what could be a masterstroke, Aqua Minerals is testing out the possibility of mass marketing 20-litre Bisleri bottles for an MRP ofRs.40. That works out to Rs.2 a liter. If the logistics, manufacturing and distribution do fall in place, it could change the face of thepurified water market for keeps.

-opportunities

So far, Chauhan has not used the franchising route very aggressively unlike Parle Agro’s Bailley which has grown very fast using this route. He has around six franchisees in Mumbai, Delhi, Chennai, Bangalore, Goa, and Rajasthan. “We shunned this route sofar because in most areas where we had no presence, it was imperative that we did it ourselves. Now for further expansion we can afford to use the franchisee route.

-threats:

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will be taking the packs back and refilling them. But the packs cannot be sterilized since the material used is PET and cannot withstand high temperature. So how can he ensure purity?”Strategy to counter threats and others? We subject the bottles to chlorine washes, hot water washes and ozone washes before we refill the bottles. The company is betting on the home segment. The reason being that filters and water purifiers also need to be cleaned periodically and still do not guarantee absolutely clean water. In order to service this segment, the five liter packs are being pushed through the route of fat dealers (wholesale dealers) who are retailers as well as stockiest and serve as supply points from where customers can pick up the required quota. In future, consumers will be able to call the fat dealer and place orders for home delivery of the five-liter pack. The company hasso far appointed 180 such dealers. This is a high turnover, low-margin retailer who does not keep a store but serves a similar purpose with other items such as rice or atta.

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