Professional Documents
Culture Documents
Building a brand
Romanian mineral water market
New mineral water brand
Intrinsic attributes of the new brand
Market research findings
1,200
1000
1,037
942
800
843
798
600
597
399
522
400
444
378
200
194
0
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
Market Considerations
Market Considerations
N o n -a lc o h o lic
3 .9 %
m a r k e t- 2 0 0 3
(% )
0 .7 %
2 .4 %
4 9 .6 %
M in e r a l W a t e r
C a r b o n a te d
J u ic e s
a n d n e c ta r s
S t ill d r in k
4 3 .3 %
O th e r
s o f t d r in k s
Research Methodology
Insight Mining Research
Usage & Attitudes Research
Segmentation & Brand Positioning Research
Naming Research
Valea Zanelor
Covasna
Roua Muntilor
Naming Research
Roua Muntilor- the winning one!!!!
it was associated most with the idea of purity and naturalness
generated the highest propensity towards purchase
the most reliable
the most suitable for carbonated mineral water
was the most liked
Brands image
Strategic Consideration
Target audience
Health oriented
Brand Truth
Purity
Brand Character
Responsible
Respected
Sophisticated
Strategy
- consistently transmitting purity by all
communication channels
Roua Muntilor
Transparency
The logo
The brand name is always
used in layouts together with
visual identity elements
present on the label- the
mountains
The selling line - Apa
minerala pura
Launch Campaign
July August 2004
Affective
Behavioral
Creative Concept
Purity of Nature
Communication Mix
ATL
TV
BTL
Radio
POSM
- Traditional trade
- Modern trade
- HORECA
PR
Internal
External
Trade
comm.
TV Commercial 45
Radio Commercial 30
POSMs
Neck
hanger
Shelf talker
Poster
Poster
Pole sign
Supermarkets/Key- Accounts
Modern Trade
HORECA
Table Tent
In 2008, peste 50% din vanzarile de apa minerala ale Pepsi Americas Romania
au fost realizate in HoReCa (Roua Muntilor singurul brand local al Pepsi
Americas)
Pure Style
-Platforma de comunicare asociaza design-ul
sticlei Roua Muntilor cu ideea de accesoriu
- Focus pe locurile de consum on-premise
(consum imediat) de imagine
Conclusions