Abstract
The objective of this report is to elaborate a marketing strategy for the launching of the Evian bottle water in India. Evian is today the best selling brand of mineral water in the world, with 1.5 billion bottles sold every year. It was acquired by the Danone Group in 1991. The company is present in 5 continents and in 125 countries. Bottled water consumption has been steadily growing in the world from the past 30 years. It is the most dynamic sector among all the food and beverage industries. Bottled water consumption in the world increases by an average 7% each year, in spite of its excessively high price compared to tap water, and although industrialised countries consumers have, in principle, access to cheap good quality tap water. We are going to define the opportunities and threats for Evian to launch its product in the Indian Market. First of all, we will present the company and a general information about India, analyze the worldwide market and the Indian market. We will also evaluate the competition through the major competitors. After that, we will be able to define a marketing strategy for Evian with the context of the launch, the main targets, the positioning, and the channels of distribution.
