Marketing Mix and Competitive Advantage

The three brands have most points of parity at the level of the products range. They are providing similar products, in similar formats and shapes and mostly sold at supermarkets but also in bars and restaurants. Perrier however has a point of difference here: it produces water in cans, smaller bottles and is more present in night clubs.

Perrier and Badoit have a point of parity – aromitized sparkling water, that is their point of difference from San Pellegrino, it only produces lemonade under the same brand name.

In pricing these brands are executing skimming strategy – they are higher than the average market price (and the market leader - Salvetat), but they can afford it due to high differentiation from other brands and strong brand equity.  

Packaging, Design & Innovation

Badoit have a luxury collection: delicate box package. The design o their new PET bottle meets the needs of resorts with outdoor and poolside restaurant operations. They defined their product as ‘delicate bubbles” and reputation as “the champagne of water”. In all, Badoit positions in high end market, especially in a fine haute cuisine.

In term of innovation and trend-spotting, Perrier has diversified in alcohol with Mixology by Perrier and has started cooperating with clubs, bars, hotels and event spaces. The message is simple: When you see Perrier, you will be in a right place. Perrier aspire to become an inescapable reference of urban nightlife and international cultural trends. 

For example, San Pellegrino has become a strong promoter of innovative collaborations on themes related to fine dining, tasting and combinations with foods, such as “The World’s 50 Best Restaurant” or  “S Pellegrino Cooking Cup”.  Today, these events are very popular and foster the image of S Pellegrino as Italian Style of Living in people’s mind.