This report will introduce the brand Evian and its marketing communications operations in the United Kingdom. Moreover, a marketing audit containing Evian’s main competitors as well as a PEST and SWOT analysis will be conducted. Thereafter, an integrated marketing communications plan for the period from July 2015 to June 2016 will be presented. A comparison of Evian’s advertising in the UK and Germany will follow the plan.
Evian is a natural mineral water distributed in the United Kingdom by Danone Waters Ltd and sold in overall 143 countries. Danone is a multinational consumer goods company divided into four divisions – waters, baby and medical nutrition as well as fresh dairy products (MarketLine Industry Profile, 2014). Besides marketing international brands like Evian, Danone’s water division also offers products under local brands like Fontvella in Spain (MarketLine Industry Profile, 2014). During the financial year 2014, Danone had sales of €21,114 million with its water division accounting for €4,186 million (Danone, 2015b).
Table of Contents
1 Introduction
2 Marketing Audit for Evian
2.1 Overview of the Brand
2.2 Unique Selling Proposition
2.3 Current Advertising
2.4 Target Audience
3 Market Analysis
3.1 Market Drivers
3.2 PEST Analysis
3.3 Main Competitors
3.4 Market Outlook and Future Trends
3.5 SWOT Analysis for Evian
4 Marketing Communications Plan
4.1 The Overall Strategy and Objectives
4.2 Message Content
4.3 Communication Tools
4.4 Media
4.5 Budgeting
5 Comparison of Advertising in the UK and Germany
6 References
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