Chaudfontaine
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Transcript of Chaudfontaine
Introducing Chaudfontaine Premium Water to the U.S Market
Edgina Desormeau, Derek Medwed, Tomer Melman, Christina Papale
Presentation Outline
History
Product Description
Market Share
SWOT Analysis
Target Market
Consumer
Distributor
Objective & Strategies
Sale Objectives
Trade Objectives
Consumer Objectives
Sales Force Strategies
Trade Strategies
Consumer Strategies
Chaudfontaine, Belgium
Chaudfontaine is a Walloon municipality located in the Belgian province of Liège. As of January
1st,2006 Chaudfontaine’s population was 21,012.
Chaudfontaine WaterDiscovered in 1240 Chaudfontaine’sdrinking water is very well known in
the countries where it is distributed.
Chaudfontaine water is described as“a unique thermal hot mineral water.”
The water travels 1 mile through rocklayers for about 60 years before reaching the surface.
Chaudfontaine Water• It has been sold and traded under many
different names.
• It is currently sold in: BelgiumFranceLuxembourgThe Netherlands
• In 2003 purchased the
brand.
Chaudfontaine Variety
Chaudfontaine premium water is available in stilllightly distilleddistilled
In glass and plastic bottles in 4 different sizes.
Market ShareThe total bottled water marketgrew 2.8% in Belgium between 2001 to 2003, the Chaudfontainebrand registered 3.4% growth in the same period.
Category growth in Belgium between 2004 and 2006 was 1.4%.Chaudfontaine surpassed that with 5.7% growth.
It is the growing lead of its category since 2004.
Why Introduce Chaudfontaine to the USA?
In the venues suggested in our Sales Promotion plan, Chaudfontaine will do well in the US market. Penetrating
this market would be easy as Chaudfontaine is a Coca-Cola product. Coca-Cola has strong, established distribution channels, as well as a positive brand image in the US.
SWOT AnalysisStrengths:
•Exclusive bottle design
•Unique source and high quality taste
•Owned by the Coca-Cola company
•Water industry is experiencing an increase in sales
Weaknesses:
•Economics crisis in the U.S: People will be less likely to spend a lot on water
•Brand name is difficult to pronounce which may effect liking of the product
Opportunities:
•Easily promoted as a luxury fashionable product in the US
•The three versions offer great variety
•Lack of category leadership
Threats:
•Water is free.
•Consumers may associate the product with Coca Cola which can take off the luxury appeal of the brand.
•The demand for a premium water product is not clear.
Target Market
New RichDemographics• Males & Female 21-35• Lives in major metropolitan
area • Successful
Psychographics• Trend-oriented • Lots of disposable income
Old RichDemographics• Male & female • 50-70• May or may not be married• Has children and or grandchildren
Psychographics• Possibly retired• Enjoys the finer things in life• Frequents luxurious restaurants
TravelersDemographics• Male & Female professional 25-55• Multiple residences in affluent
neighborhoods
Psychographics • Business owners or top level
execs • Always travels first-class• Has the newest gadgets, uses social
networks and social media tools
Target Distributors
Target Distributors
High-end luxury companies. That service individuals in our target market and are operated nationally - target cities include, but are not limited to:
• New York• Miami• Los Angeles• Las Vegas• Chicago• Washington D.C.• Aspen• West Palm Beach
• Marquis Jets/NetJets
• Crystal Cruises
• Charter World
• The One Group
• Thompson Hotels
• SOHO House
• Gourmet Groceries
Target Distributors
Objectives
Sales Force Objectives• Sell the maximum number of cases of water
in the first quarter; at least a hundred casesper sales rep
• Throughout the year, urge sales force to findnew high-end distributors and sell to them
• Reach a maximum number for annual sales
Trade Objectives
• Successfully introduce Chaudfontaine to the U.S. market during the Summer of 2011.
• Present it as a luxury brand of water, in the major U.S. cities where the distributors provide service.
• Gain 2.5 % market share within a year by offering trade discounts and promotional offers
Consumer Objectives
• Acquire favorable image amongst target groups by creating a corporate social responsibility program.
• Get those in target markets to request Chaudfontaine water while out about town.
• Get those in the target markets to purchase
Chaudfontaine water for their homes.
Strategies
Sales Force Strategies
To incentivize our sales force to reach our objectives we will award the following:
• A trip for two to Chaudfontaine, Belgium.
• A weekend getaway to partner hotel.
• A bonus equal to 10% of their annual salary.
Trade Strategies
Brunch with Chaudfontaine
• Host a brunch in
each target city
• Put on introductory
presentation
• Prepare order forms
Business Card Water Bottle
• Provide sample Chaudfontaine water bottles with contact information for a salesperson at events
• Business card peels off to save
Trade Deals
Introductory Case
Sweepstakes
Trip to Chaudfontaine • All-inclusive trip to Chaudfontaine, Belgium + spa
services• Tour of Chaudfontaine plant, headquarters, and
town• A three-night four day trip to the city of your
dreams, hotel and airfare and $500 in cash. • Place advertisement in magazines
Consumer Strategies
Sampling• High-end gourmet local food stores:
– Citarella and Gourmet Garage in New York– Epicure in Miami– Bristol Farms in Los Angeles– Las Vegas Gourmet in Las Vegas– Fox & Obel in Chicago– Vals Gourmet in Aspen– Dean & Deluca Nation and Saks Fifth Avenue nation-wide
Coupon
• Coupon for $1 off six-pack of Chaudfontaine water
• Distributed via direct mail targeted to wealthy neighborhoods in major metropolitan areas
Be Photographed With Chaudfontaine
Corporate Social Responsibility
• Set up a Facebook fan page www.facebook.com/pages/Chaudfontaine
• For each fan photo uploaded donate $1 to non-profit partner, the Haiti Water Project.
• Consumers share photo via Facebook
Be Photographed With Chaudfontaine
Promotion Plan Timeline
June 15th 2011 Sales force contests are introduced early to entice. First winner determined in August 2011
June 15th 2011 Sales force contests are introduced early to entice. First winner determined in August 2011
September 2011-Buying Allowance is introduced.
September 2011-Buying Allowance is introduced.
December consumer contest sculpture in the park Win a trip for Valentines Day 2012
December consumer contest sculpture in the park Win a trip for Valentines Day 2012
April 2012- Be photographed with Chaudfontaine Strategy is introduced.
April 2012- Be photographed with Chaudfontaine Strategy is introduced.
June 2011June 2011
June 2012June 2012
Brunch with Chaudfontaine on July 15th, 2011. Business card bottles will be handed out.
Brunch with Chaudfontaine on July 15th, 2011. Business card bottles will be handed out.
May 2012-Off Invoice Allowance is introduced.
May 2012-Off Invoice Allowance is introduced.
June 2011-A template sales sheet is prepared for the Sales Force. Free case offer is introduced at every sale rep and distributor meeting.
June 2011-A template sales sheet is prepared for the Sales Force. Free case offer is introduced at every sale rep and distributor meeting.
October 2011-Distributor sweepstake is introduced
October 2011-Distributor sweepstake is introduced
Coupon Drop December 2011 Exp March 2012
Coupon Drop December 2011 Exp March 2012
August- Sampling during the stores busiest hours until supplies last.
August- Sampling during the stores busiest hours until supplies last.
June 2012- Determine last Sales Force contest winners.
June 2012- Determine last Sales Force contest winners.