Brands Associations

Brands must create strong, favorable and unique brand associations with its customers. Nowadays, modern consumers do not simply buy product or service, but they also buy the experience around what is being sold.

Generally there are 3 categories of sparkling water. The therapeutic one, used to rebalance mineral supplies or even to treat some diseases: Rozana and Vichy. The Gastronomic one, carbonated mineral water has specific taste and brand image: San Pellegrino, Badoit and Quezac. And we have the “family” one, not to mineralized, thirst quenching, and digestive properties, they are suitable for the whole family. It is the case of Perrier, ideal for low salt diet, Salvetat, appreciated for its light sparkle water and neutral taste, and Saint-Amand, without any nitrate.

First, brands can be associated with special moments of consumption by recommending their customers to share, to enjoy and relax from stressful life with their product. Then, they can also recommend to consume their product with meal and share with family by emphasizing on the flavor and quality. And other brands can emphasize the importance of their origins and traditions. Badoit, for example, has tourism activities to allow customers to visit their springs in order to convince them for its high quality and elegance.

Sparkling waters can be associated to specific activities by cooperating with clubs, bars, hotels and events in order to reinforce a nightlife and dynamic culture. Nowadays, for example, many bars develop and share their formidable cocktail’s menu, actually, which are blended with Perrier. Perrier has become one symbol of fad.

Many French like to enjoy this one in the café or bar that is a part of their lives. Not only the flavor, but also the visual expression attracts numerous fans. Let’s look, for example,  at the four steps of Perrier brand essence which key word is Refreshment.

Differentiation Amongst So Much Competition

More than 12 brands of sparkling water can be found on the supermarket water shelves (not to mention still water brands).. So we can wonder how they differentiate themselves amongst so much competition. What are the different components of the brands?

The most common means for the sparkling water are the design, etiquette, origin, format, taste, benefits and the brand story. Below is a table showing how different can be sparkling waters.

Nature of Product and Purchase

Sparkling water is water. It remains a vital resource, a physiological need for human being. Health and well-being are the first need and purchasing motivation for customers. The level of involvement should be quite low since the routine purchasing situation is generated low risk of purchase including the low price, functional use and high frequency of purchase of this type of product.

The sparkling water market in France is made up of a large offer of brands and products. Consumers have the choice and can compare different brands and products by their price and quality which will be then the main characteristics taken into account in the purchasing process among consumers before arousing emotional bounds and then loyalty to the brands.

Touch Points and Universe

Traditionally in France people drink a lot of bottled water including sparkling mineral water, so the water business is big here. Generally the market of sparkling water is concentrated among the three main players (Danone, Nestle, Roxane), where each company owns several water brands, plus private labels. There is a big competition between the key players for the market share and sales volumes. Main sales channels of sparkling water are hypermarkets, restaurants and bars, catering facilities, food and drink machines, night clubs.

The main categories of consumers are individuals and families. The frequency of purchase of sparkling water in comparison with other products is high: a 0,5 liter bottle of water can be purchased several times a day by certain individuals, whereas for family/household use the frequency of purchase is lower but the purchase is bigger in terms of volume (for example, a family buys several packages of 6 big bottles for weekly usage).

 In order to differentiate their products on the market companies-producers highly rely on branding. After all, water is water. So in order to sell it, the companies really have to suggest something special and coherent with customers’ expectations in terms of brand image and values. Generally speaking, marketing plays the key role in sparkling water sales. Companies-producers allocate big budgets for advertising, sales promotion, cause-related marketing etc. Advertising channels are diverse and include broadcast, outdoor, print, digital and point-of-sale promotion.

In terms of packaging, companies suggest different volumes of plastic and glass bottles as well as metal cans. Innovation of product portfolio is also a key element for success. This is why companies come up with new product lines, for example water with different flavors (lemon, lime, grapefruit etc.) or with different levels of carbonation.