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Strategic Brand Management

Perrier

Sigolène Naugès – Fanny Gilbert – Jean Robert

LET’S INTRODUCE THE GREEN BRAND!

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ORGANIZATION AND KEY FIGURES

-Production: 805 million bottles of all sizes-45% of export sales-9 bottling lines-1300 people on the site of Vergèze to produce the famous Perrier, Perrier and

Perrier water FLUO.

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CONCEPT

Year: 1903

Creator: St John Harmsworth

Positioning: little, French, elegant, festive, the “champagne of table water”Marketing concept:

High-end product to entice British consumers

Advertising slogan: “Perrier, champagne of table water »

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PHILOSOPHY

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ENDORSEMENTS:

Attractive advertising campaigns in association with very famous artists

STRATEGY

WEBSITE:

Massive modernization plan

Large brand content

Story telling

SALES:

-Development Perrier's brand recognition.

-Advertising, sagas of the century.

-Promotion of the little bottle as a luxury product: smartness, symbol of the party, as champagne does.

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STRATEGY

EVENTS:

Rolland Garros

Various events and parties all over the cities of the world

PRICING:

From 1,90 to 4,20 euros for the basic bottle, depending on the point of sale

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DISTRIBUTION

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TELEVISIONYear : 1976Agency : Langelaan & Cerf

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TELEVISIONYear : 1990Agency : Ogilvy & Mather

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TELEVISIONYear : 2007Agency : Ogilvy & Mather

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La lionneAgency : Ogilvy & MatherDirector  : Jean-Paul GoudeDate first broadcast  : November 90

Le mirageAgency : Ogilvy & MatherDirector : Ridley ScottDate first broadcast: March 91

Agency : Ogilvy & MatherDirector  : Ken RalstonDate first broadcast  : June 93

Agency : PublicisDirector : Bruno AveillanDate first broadcast : Décembrer97Agency : Ogilvy & Mather

Date first broadcast : Jully 1998 and 1999

PRINT

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PRINT

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PRINT

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PARTNERSHIPS/ENDORSMENTS

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PARTNERSHIPS/ENDORSMENTS

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PARTNERSHIPS/ENDORSMENTS

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PARTNERSHIPS/ENDORSMENTS

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PARTNERSHIPS/ENDORSMENTS

Sophia Wood

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WEBSITESThe official website

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WEBSITESThe additionnal website

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WEBSITESThe additionnal website

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WEBSITESThe additionnal website

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WEBSITESThe additionnal website

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WEBSITESThe additionnal website

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WEBSITES Year : 2011Agency : Ogilvy & Mather

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SOCIAL NETWORKS

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SOCIAL NETWORKS

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SOCIAL NETWORKS

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CONCLUSION

A strong and innovative brand image

A noticeable brand recognition

A continuous 360° communication

A original use of marketing

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THANK YOU FOR YOUR LISTENING !