Marketing Communication Essay

This essay analyzes the marketing communication strategies of Evian Water in the UK, including its target market, product range, and the effectiveness of various marketing communication tools. It also includes a strategic management communication plan for Evian Water in the UK, incorporating SWOT analysis, marketing mix, and the AIDA model. Finally, it evaluates the application of the elements of the communication process within a global context.

Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
A. Description of the company and its range of products and an analysis of specific product
and profiling of target market.................................................................................................3
B. Critical evaluation of characteristics, features and effectiveness of the marketing
communication tools..............................................................................................................4
C. Strategic management communication plan to market the products in UK......................7
D. Marketing communication strategy and evaluation of how all the elements of
communication process is applied within a global context..................................................11
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Marketing communication refers to a difficult and fundamental section of a company
which shows their marketing efforts. It is a process through which an organization able to
communicate at a marketplace to their potential customers. Along with this, company able to
communicate about products and brand in from of customers so that they get attracted and
encourage purchasing product and services in effective and appropriate manner. Organization
which is taken for this assignment is Evian Water, which is manufactured by Danone. This water
is serves all around the world and it is very expensive. Along with this Evian water is presented
as luxury water in most of the countries, but the UK market is presented as the healthiest water
because of her purity. This file mainly explains about the company and range of products they
are offering. Along with this it will evaluate specific product offer by respective company and
profiling of the target market.
MAIN BODY
A. Description of the company and its range of products and an analysis of specific product and
profiling of target market
Evian Water is manufactured by Danone which is a French multinational food products
corporation based in Paris. It was founded in Barcelona, Spain. Its headquarter is in Paris,
France. Evian water was founded in year 1829 and this water is served all around the world to
upper class customers due to its high price. The business is operated with the help of more than
104000 employees. There are various competitors of the company which are Essentia water,
Niagara Bottlins, VOSS, BADOIT, FIJI water, Nestle water, Ohyo, Aquafina, Nakdwater etc.
From all of them sales of Evian water is very high due to its quality and purity. It comes from
specific source near Evian Ies Bains on the south shore of Lake Geneva
Product range of Evian Water: It is fresh mountain water which is sold in luxury and
expensive bottles to the clients. It is popular among Hollywood celebrities and drank by them.
Moreover respective water is consider as luxury water in most of the countries in which Danone
is operating its business, but in United Kingdom market is presented as the healthiest water
because of her purity. Due to which more peoples and celebrities are attracted and get
encouraged to buy it. Reason behind expensiveness of Evian water is the company which
offering it i.e. Danone are recognised by worldwide level. Along with this company incurred

high amount in distribution cost as well as its packaging is also done in expensive bottles which
increase its price or costing. It is also comes in different ranges such as for children, adults and
also served in fruit variants. Lemon and rose, Raspberry and Verbena, Lemon and Elderflower
are its drinks that are made from fruits and plants. Different types of Kusmi tea are also offered
by Evian which is served in different flavors which are Mint and strawberry, Peach and Violet,
Grape fruit and Litchi. All these products are limited editions.
Target market refers to a group of person or customers or service users which is
differentiate by a company in order to produce products and services according to their need as
well as demand. It can be done on various basis such as taste preference, need, income, status,
education level and many more. For Danone, there are some threats are occurs while distribution
water bottle in the large market which name is Evian Water. The market threat is an external
challenge which may negatively impact on company ability to meet with marketing and sales
goals. When company does not change their bottle design, size and space so this will create
major threat for them because another competitors are attract their buyers towards innovative
bottle. Another threat is that consumer choice and preferences are always change so this is
required for respective firm is to develop modifications in their product as per the consumer
perception. The target market are mostly married men and women who are concerned with the
health and well-being of their children but in the same time rich people. The items that are
offered by company are very costly and these are served to luxury customers. Organization uses
different promotional methods to attract large number of customers. Currently products of Evian
Water are served all around the world.
B. Critical evaluation of characteristics, features and effectiveness of the marketing
communication tools
While launching products in the market for all the organizations it is very important to
use effective marketing communication tools so that customers get aware of items that are served
by company. In order to attain business goals such as profit maximization, customer satisfaction
and attaining competitive advantage it is very important to communicate with clients so that a
positive image of business entity can be established in their mind.
Marketing communication: It is a process of communicating values of the company and
promotional messages to the clients. Marketers of the company formulate different types of
persuasive communication and send it to the targeted audience. Various types of activities are

involved in it such as advertising, sales, personal selling, sales promotion, direct marketing,
promotions etc. It is also used by Danone to promote its Evian Water in the market. It helps to
aware customers regarding the products that are offered by the company. There are various types
of marketing tools that are used by Danone all of them are described below:
Marketing communication tools:
For all the larger as well as small companies it is very important to use marketing
communication tools so that a proper interaction with customers can be conducted and
information regarding their demand, preference, requirements and needs can be gathered
(Marketing communication tools, 2019). For Evian Water it is also very important to use these
tools in order to be in touch of its clients and retain them for a long period (Blakeman, 2018).
These tools are also known as promotion mix in which organizations use different types of
techniques that can help to promote products and attract large number of customers. All of them
that are implemented by Evian Water are as follows:
Advertising: It is a tool which is used to communicate with the end user of a product or
services that are offered by business entities. Main purpose of it is to create demand of goods of
the organization and attract large number of customers. It is one of the major marketing
communication tool which is used by Evian Water in order to increase efficiency and visibility
of the products that are sold by organization. Evian water is using various people for advertising
like Maria Sharapova, Stan Wawrinka, Lucas Pouille, Madison Keys, Garbine Muguruza and
Lydia Ko. There are various types of methods that are used by Evian Water to advertise its
products. These are magazine, television, commercials, internet advertising, newspaper, radio
etc. Live young campaign is also used by Evian Water to advertise it self. Earlier kids are used
for the promotion but now organization have replaced them by influencers. It has helped
organization to increase awareness of its products. There is an effective model which is also used
by organizations in order to advertise the products. It is done with the help of AIDA (Attention,
Interest, Desire, Action). It is mainly used to analyse the purchasing process of customers. It
helps Evian Water to analyse buying behaviour of clients. All the elements of this model are
described below:
 Attention: According to this component of AIDA model first of all business entities are
required to grab attention of customers with the help of attractive advertisements. For

example, it can be done with the help of television advertisements in which famous
personalities are used to promote products (Bowie and et.al., 2016).
 Interest: If clients get aware of the items then companies should build their interest
which can be done with the help of offering such products to them that they are willing to
buy. In order to reach this stage firstly company is required to grab attention.
 Desire: When customers start to show interest in products then at next Stage Company is
required to create desire for them to buy the product. With the help of attractive and
interested advertisements it can be created.
 Action: This is the last stage of AIDA model in which buying decision is being taken by
client. When desire is created by company then it led customers to buy product to give it
a try. If they like that product then they repeat it again and again.
All the above described points are followed by organizations in order to sale products to
the targeted customers. This tool is very effective for organization because it guides managers to
identify needs of clients and then attract them, build their interest, create desire and then make
them buy products. Main feature of this model is that it helps to enhance sales and profitability of
company.
Personal selling: The process in which a sales representative meets to the customer
directly and deliver goods or services to them is known as personal selling. Various
organizations hire individuals to sale products to clients after meeting them face to face. It is
also a marketing communication tool which is used by companies to increase sales. It includes
both internal as well as external sales to consumers. It is used by Evian Water to conduct two-
way communication between buyer and organization and analyze their views regarding products
and services of company. In this mode of marketing communication sales persons ask clients to
provide feedback on product and ask for their experience. It helps to increase sales. Feature and
characteristic of personal selling is that it helps to analyze reaction of customers on products that
are sold by Evian Water to them (Carroll, 2015).
Sales promotions: It is a one level of type of marketing aimed either at the consumer or
at distribution channel is known as sales promotion. It is another method of effective marketing
communication in which different types of methods are used by organizations to promote their
products. Evian Water also uses some of them these are demonstration of items, free sample,
coupons, buy one get one free, displays, different contents, premiums and other incentives. It is

an attractive approach of communication which can help to attract large number of customers. in
Evian Water it is mainly used to directly communicate with clients and provide them good deals
to retain them for a long period. Other options that could be used by organization are temporary
discount, telemarketing, free gift vouchers etc. All of them are very effective tool that can help to
enhance sales. Main characteristic of this marketing communication tool is that it helps to
promote products and attract large number of customers towards items that are sold by Evian
Water.
Public relations: The process in which practices of deliberately managing and spreading
information to the customers regarding products are conducted known as public relations. It is a
communication marketing tool that can help a company to establish positive market image. Main
objective of organization behind using this tool is to maintain good relations with clients by
offering them good deals. It includes conducting interviews, surveys, taking feedback from them
and reacting immediately on the same. Public relations are focused with increasing brand image
of company and maintain good relationships with them in order to increase sales (Cornwell,
2014). It is very important to establish such relations on right time and in right way in order to
get good results. Maintaining such type of relationship with clients is an effective approach
which helps organizations to retain existing customers and attract new consumers by satisfying
them with the help of good quality products and services.
Sponsorship: It is a form of affinity marketing in which an organisation supports to an
event, activity or person in monetary terms and in return they get marketed by them. It is the act
of providing monetary benefits to different groups and market products with the help of them.
Evian Water also make sponsorship in order to promote its products. It is very beneficial
marketing tool which helps to enhance visibility of products and also increase customer traffic
for the organization. For example, different types of games can be sponsored by Evian Water
which includes cricket, football, golf etc. It is an effective method of communication which is
mainly used by large sized companies such as Evian Water which is operating business all
around the world. Feature of this method is that it helps to attract large number of customers by
increasing visibility of brand. Characteristic of this tool is that it helps company to be popular in
market and attain competitive advantage for future so that organization can sustain in
marketplace (Fill and Turnbull, 2016). Evian water sponsors Wimbledon championship which is
the oldest tennis tournament. It has helped it to enhance its visibility all around the world.

Direct marketing: It is a form of adverting where business entities communicate directly
to the clients with the help of digital media. It helps to reach maximum number of customers
with the help of digital techniques. It is also a form of marketing in which organizations directly
communicate with customers in order to gather their views regarding products and their features.
Evian Water can conduct such type of advertising with the help of different sources. These are
questionnaire, interviews etc. Main advantage of this option is that it helps to gather information
regarding preferences of customers.
All the above described tools are used by Evian Water to market its products and increase
its number of customers. It also helps to enhance profitability, sales and market share
(Karjaluoto, Mustonen and Ulkuniemi, 2015). It is vital for organizations such as Evian Water to
utilize all of them effectively to get positive results.
C. Strategic management communication plan to market the products in UK
Communication is the most important element in every business organisation. No
business can operate effectively and efficiently without effective communication. This is
important so that company can make people aware about the new products and services which
will be offered by them (Bacile, Ye and Swilley, 2014). So Evian Water will devise an effective
communication plan so that it can market and promote the Evian water product. As, this is the
newly developed product in the industry. Present business scenario is highly competitive and
needs greater investment in developing communication plan so that they can effectively market
the products and attract customers. Therefore, the Evian Water will adopt the communication
plan so that it can market the Evian water product.
Mission: The brand has set a target to become a global carbon neutral brand by 2020.
Vision: They will use the power of global brand to take a leadership position and drive
collaboration across the industry.
Competitors: Before developing any plan, it is very essential to identify the competitors,
strategies used by them, market position and share, etc. The major competitors of Evian water in
UK are Fiji, Parrier, etc.
Segmentation, Targeting and positioning
Segmentation: It is used by organisation in order to divide customer into groups of
people. This is done according to their common characteristics and needs. This helps an
organisation to tailor their approach to meet the needs of different group of people. There are

different methods by which segmentation of market can be done by organisation (Blakeman,
2018). Evian Water will segment market on the basis of demographic factors such as age. As the
younger generation is more conscious about the product and services they use it will help the
organisation to attract them as their brand is already a leading brand which is known in the
market for their quality product.
Targeting: This stage comprises of finding the most attractive and best customers for the
product. In order to do so organisation will analyse profitability of each segment of customers.
As they are targeting younger generation who are more focused on living a healthy lifestyle.
Positioning: This stage comprises of creating a unique position of the product in the
mind of customers. As the product is made out of recycling plastic material organisation will
promote their eco friendly approach in order to create a better brand image into the mind of
customers.
SWOT Analysis
Evian Water conduct SWOT analysis in order to understand their strength and weakness
in effective and appropriate manner. Explanation of which is given below:-
Strength Weakness
 Respective company have strong
portfolio which attract customers.
 The Evian Water have strong research
and development department due to
which they adopt changes or new
technology easily and quickly
(Carroll, 2015).
 They are serving their products and
services at world wide market which
increase their presence.
 Respective company has market
leading position.
 Limitation of Evian Water is that they
are having lack of industry focus.
 They are also lacking in premium
market.
 The respective company is badly
dependent on retailer in order to serve
their products at market place
Opportunities Threat
 The respective company can do
innovate in products related to heath.
 They can also develop their market in
effective manner by conducting
business diversification.
 One of the major threats of respective
company is their competitors
(Cornwell, 2014).
 There is increment in popularity of
retail house brand which can affect on
Evian Water brand image.
Marketing mix

 Product : As specified above, the product is the Evian water which is to be marketed by
the company in UK. It has a unique feature of pureness and natural. The bottle is made
from recyclable plastic. Its design resembles a mountain, which is done to give the
consumer the perception that Evian is a healthy and natural product, which is fresh from
the mountains.
 Price : This strategy is concerned with evaluating the economic value of the product. For
this purpose, there are various pricing strategies and Evian Water will use premium
pricing strategies (Dahnil and et. al., 2014). This strategy is concerned with keeping the
prices high so that the perception of the customers regarding the water begin luxury and
pure can be accomplished.
 Place : It is concerned with the area or place where the product is to be marketed. So,
Evian water will be marketed in every part of the UK including supermarket, retail chains
or any other individual shop or restaurant.
 Promotion : These strategies are concerned with the various promotional tools and
techniques that company can use to market the product. It is one of the most important
marketing mix because every organisation needs promotional strategies to market its new
product or changes in existing product so that the people can be aware about it (Fill and
Turnbull, 2016). So, as Evian water is featured with lightness and balanced composition,
Evian Water promotes and advertises the product on television, internet, business
magazines, social media, etc. It is necessary because has a strong brand image and to
compete with competitors in the business world.
Budget
After analysis all the factor management of Evian Water company develop budget for
launching or expanding product i.e. Evian water. That is given below:-
Particulars Amount ($)
Market analysis 4,000
Macro and micro factors analysis 3,000
Marketing plan development 5,000
Salary and fees of experts 10,000
Implementation of marketing mix 2,000

Evaluation of the plan 2,000
Total 26000
AIDA Model
The AIDA model is one of the most important models which will be used by the Evian
Water to market Evian water. This model was developed by E. St. Elmo Lewis, in 1898. It helps
in identifying cognitive stages through which an individual goes through while purchasing the
product. Those stages are explained below:
 Attention : This is the first step in which it is related to that the product or service is
attentive and marketers create brand awareness. Therefore, Evian Water will market this
product by using various advertising channels in unexpected situations, creating shock
expression through provocative imagery in the ads, etc.
 Interest : It is related to generate an interest in the customer and treated as one of the
hardest part in the model (Finne and Grönroos, 2017). So Evian water will focus on
generating interest among customer through its relevant feature of pure and natural.
 Desire : After analyzing interest, the desire is to be generated among the customer to
purchase the product. For this purpose, the company will use various advertisements and
this will persuades them to buy the product.
 Action : This is the last step in the model where customer takes an initiative and interact
with the company to purchase their product. Therefore, in this stage, the company will
interact with the purchaser and clarify all their queries and doubts so that the final
purchase can be made.
D. Marketing communication strategy and evaluation of how all the elements of communication
process is applied within a global context
It is essential for Evian Water of conduct product life cycle management (PLM) in order
to introduce or communicate about their product i.e. Evian water in effective manner in effective
manner at marketplace (Karjaluoto, Mustonen and Ulkuniemi, 2015). By which they also able to
develop strategies and plans in appropriate and efficient manner.
Product Life Cycle Management(PLM) theory
Phase 1(Conceive):

It is a first step of respective method in which manger of Evian Water identify need and
demand of customers as well as market. At this stage manger will conduct market analysis so
that they able to find out appropriate customers for their product i.e. Evian water. This is directly
helping them in developing strategies and plans in effective manner in order to increase sales and
profitability (Kim and et. al., 2014). By this they also able to identify channel through which
respective company can develop their presence at marketplace and encourage customers to
purchase their products.
Phase 2(Design):
At this stage major work of Respective company research and development starts. This
is so because at this level company research department will conduct analysis and develop
products and services in effective manner according to need and demand of customers. In respect
of launching Evian water in at potential marketplace, manager of respective company first
develop design of products and ask at market about its effectiveness and efficiency and they also
take suggestions and feedbacks. That will help them in developing final products in effective and
appropriate manner.
Phase 3 ( Realise):
At this stage manager of the Evian Water authorize their suppliers to develop or
manufacture particular product which they design at above stage. Then developed products will
be test by them in order to check its quality and effectiveness (Lilleker, 2015). If they find any
issues at this level, then manager of respective company will redevelop new strategies in order to
develop effective and efficient product. So that it will satisfy need and demand of customers in
effective manner.
Phase 4(Service):
It is a last stage of respective model in which Evian Water distributes Evian water to
their distributors and sellers and wait for the customer’s response. If they find customers are
facing issues and problems form it they will try to solve it in effective manner as well as
immediately. By this they able to develop loyalty of customers and also customers base. Along
with this respective company also take suggestions and feedbacks so that they develop or
innovate products in effective and appropriate manner.
Marketing Communication strategies

There is various type of marketing communication strategies which can be adopted by an
organization in order to connect with customers in effective and appropriate manner (Parente and
Strausbaugh, 2014). That will help them in developing customer’s base and profitability in
effective as well as appropriate manner. Some major strategies which can be used by Evian
Water in order to launch Evian water in effective manner are explained below:
 The Evian Water must develop products and services according to need and demand of
customers in order to attract them in effective manner, along with solving their issues.
 It is also necessary for the respective organization to analysis market in order to develop
identify new techniques to sell their products in appropriate manner. Such as Unilver can
distribute sample bottles of Evian water in events or partys. By which customers get
aware about the company respective products in appropriate manner.
 Develop or create appropriate packaging which encourages customers to purchase
product. In context of respective company they will develop and design appropriate as
well as attractive design of Evian water bottle so that customers get attracted and
encourage purchasing it.
 It is one of the major strategies for a company to identify appropriate marketing mix in
order to conduct business operations and function in effective and appropriate manner
(Petersen, Kushwaha and Kumar, 2015). According to Evian Water their manager
conducts market analysis so that they able to fine best section of potential customers and
develop products and services accordingly in effective as well as essential manners.
Elements of market communication process
There are various elements thorough which market communication can be done by an
organization in effective and appropriate manner. By these elements Evian Water able to
communicate with their potential customers in effective ways in order that they encourage
buying Evian water. Some major of them which can be use by respective company are explained
below:-
 Message: It is one of the essential elements for attract customers. In respect of Evian
Water they must develop some attractive message for their product i.e. Evian water. That
will attract customers and encourage buying it or using it (Royle and Laing, 2014). Along
with this attractive message will also increase popularity of respective company along
with its product in proper and effective manner.

 Media: This is also essential element for an organization in order to communicate its
message to their customer in appropriate way. In context of Evian Water they adopt
social media and digital media in order to communicate with customers in effective
manner and aware them about new product which is Evian water. By selecting
appropriate media respective company also able to get feedback and suggestions of
service user in effective and appropriate manner.
CONCLUSION
Form the above discussed points it can be conclude and evaluate that marketing
communication is essential for each and every country in order to communicate with their
potential customers in effective and appropriate manner. There are various channels through
which an organization can do respective things such as advertising and promotion, sales
promotions, sponsorship, public relation and many more. It is also essential for an organization
to adopt marketing communication so that they attract customers in effective and appropriate
manner. By appropriate marketing communication an organization able to gain effective
competitive advancement. For this they have to conduct market analysis as well as develop
budget so that they plan strategies accordingly.

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Marketing communication tools. 2019. [Online]. Available through:
<https://bizfluent.com/list-6694043-communication-marketing-tools.html>.