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Advertising campaign of Evian: Rollerbabies Essay Example

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Advertising campaign of Evian: Rollerbabies

The elegant look is complimented by the idea of Evian injecting youthfulness to its consumers thus refreshing their lives (Jarboe, 2012). The idea tends to resonate with many people thus inducing them to purchase the product. As a premium product Evian is priced at 300% more than other conventional mineral water products thus the company has been facing difficulties in justifying the cost to its clients and thus it needed a campaign that would assist it in achieving the same. Despite the iconicity of Evian, it faces fierce competition from other market rivals with the likes of Vittel, Volvic, Buxton just to name but a few. A majority of the competitors has implemented a low-cost strategy thus jeopardizing the efforts to Evian to market its premium natural water (Codita, 2011).The natural mineral water in Europe was under pressure to a number of factors. The credit crunch that had hit the world had impacted negatively on the consumers’ purchasing power. Sustainability issues also contributed to the pressure mounted by companies such as DANONE since the authorities stipulated strict sustainability regulations that had to be adhered to thus increasing pressure on the operations of the firms. Private labels and low price competitors also brought market dynamism that threatened the existence of older brands such as Evian and thus it was difficult for them to maintain a market edge given fierce pressure from other players. Evian is a premium product in Europe that has been in the market for a considerable period thus the emergence of private labels and low cost competitors was an imminent threat to its premium prices since it has to be increasingly under pressure to justify the high cost of its products since customers had to pay approximately 300% more than what other brands charged (Nahai, 2012) Given the fact that Evian mineral water was sold in a number of European countries, the company faced the problem of inconsistencies in the manner in which it would communicate with its potential clients across the market divide since each country had its own techniques for executing communication. Thus, Evian needed a substantial media campaign that would rejuvenate the presence of the brand among its customers through an advertisement campaign elaborate enough to amaze the entire world. It is under this pretext that the Roller Babies’ publication was conceived with the primary objective of ensuring Evian regains its initial top position in the market as a

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preview essay on Advertising campaign of Evian: Rollerbabies
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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