French branch and the natural water

Running head: MARKET ANALYSIS
Market Analysis
Name of the student
Name of the university
Author note

MARKET ANALYSIS1
Table of Contents
Introduction......................................................................................................................................2
Target market Description...............................................................................................................2
Customer Segment Descriptions......................................................................................................2
Three Potential Segments............................................................................................................2
Health Focus............................................................................................................................3
Sporty.......................................................................................................................................3
Hold the Sugar.........................................................................................................................3
Segment attractiveness analysis.......................................................................................................4
Health Focus................................................................................................................................4
Sporty...........................................................................................................................................4
Hold the Sugar.............................................................................................................................5
Market segments rating....................................................................................................................5
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................6
References and Bibliography...........................................................................................................7
Appendices......................................................................................................................................8
Appendix 1(Criteria for Segmentation Consumer Market).........................................................8
Appendix 2(Segment Attractiveness Decision Matrix).............................................................11
Appendix 3 (Grade Rubric).......................................................................................................13

MARKET ANALYSIS2
Product: Perrier
Introduction
This report aims to examine the market of Perrier which is one of the natural sparkling
mineral water and is a well-known brand in the global market. It is a French branch and the
natural water is collected at source in Vergèze (Nestle-waters.com, 2020). It is mostly known for
the natural carbonated water provided in a green bottle and has more carbonation that other
competitors in the market. The product is a part of Nestle Waters after it was acquired by Nestle
in the year of 1992 (Nestle-waters.com, 2020).
Target market Description
China has been chosen as the geographical market as it is one of fastest growing
emerging economies in the world. It is a country located in the East of Asia and has the largest
population in the global market with a population size of 1.428 billion. It is one of the largest
country in the world with 9,600,000 square kilometres of area (Indexmundi.com, 2020).
Premium mineral water sales has experienced significant growth in China due to the increase
health awareness and appetite for carbonated drinking water. There has been significant increase
in growth of packaged water segment and has experienced a growth of 14% (Zhang, 2017).
Customer Segment Descriptions
Three Potential Segments
Segmentation is one of the most effective ways of identifying the target market
consumers which helps in improving the sales volume by directing the market efforts towards
that particular consumer segment (Ballestar, Grau-Carles & Sainz, 2018). The three potential
segments of Perrier has been identified as Health focus, Sporty and Hold the Sugar. The
customer segmentation has been used to define these three segments and can be referred to as in
appendix 1. The report has used demographic, psychographic, behavioural and geographic
segmentation to categorise the different target segments.
Population 1,384,688,986 (July 2018 est.)
Age
structure
0-14 years: 17.22% (male 128,270,371 /female 110,120,535)
15-24 years: 12.32% (male 91,443,139 /female 79,181,726)

MARKET ANALYSIS3
25-54 years: 47.84% (male 338,189,015 /female 324,180,103)
55-64 years: 11.35% (male 79,340,391 /female 77,857,806)
65 years and over: 11.27% (male 74,277,631 /female 81,828,269) (2018 est.)
Table: (Indexmundi.com, 2020)
Health Focus
The health focus segments consists of the age groups between 25-54 years and both the
genders has been chosen as the segment. It consist of corporate officials and millennial, high
income groups, graduate, post graduate and doctorates, married/unmarried population. Millennial
belong to this segment and they do not have the time to work out but are willing to live a healthy.
They have the disposable income to afford the products offered by the organisation (Nakano &
Kondo, 2018). These consumers are willing to live a healthy lifestyle and are loyal to their
respective brands. These consumers regularly visit departmental stores, malls and review health
products on line platform. These consumers are influenced by their peers and follow the current
trends in the market. This segment can be considered as consumers that are health conscious but
does not have the time to prepare healthy food and drinks.
Sporty
This segment focuses on the age group between 13-24 years and mainly consist of
college and school students. These male and female consumers are sports enthusiast and willing
to try new products for their functional benefits. They would consumer such products if these
product help them perform better and improve their physical conditions. These consumers are
have detailed knowledge regarding the various products available in the market and focus on
peer reviews to choose their products wisely (Ballestar, Grau-Carles & Sainz, 2018). These
consumers are highly loyal to their brands as they are always training and trying to remain in top
shape for professional sports. However, these consumer segments consist of low, middle and
high income. Furthermore, as majority of the athletes are students, they have low disposable
income and leaving out the few consumers who have professional sponsorship, most of them
have low disposable income.
Hold the Sugar
These consumers belong to the age group of 54 and above which indicates that they are
mostly retired and stay at homes in majority of times. These consumers have high disposable
income but they have specific goals behind purchasing sparkling water. The consumers are not