3. ORGANIZATION AND KEY FIGURES
-Production: 805 million
bottles of all sizes
-45% of export sales
-9 bottling lines
-1300 people on the site of
Vergèze to produce the
famous Perrier, Perrier and
Perrier water FLUO. 3
4. CONCEPT
Creator:
St John
Year: 1903 Harmsworth
Positioning:
little, French,
elegant, festive,
Advertising slogan:
the “champagne
“Perrier, champagne
of table water”
of table water »
Marketing concept:
High-end product to
entice British consumers
4
6. STRATEGY
SALES:
-Development Perrier's brand
recognition.
-Advertising, sagas of the century.
WEBSITE:
-Promotion of the little bottle as a
Massive modernization plan
luxury product: smartness, symbol of
Large brand content the party, as champagne does.
Story telling
ENDORSEMENTS:
Attractive advertising campaigns in
association with very famous artists
6
7. STRATEGY
PRICING:
EVENTS:
From 1,90 to 4,20
euros for the basic Rolland Garros
bottle, depending on
the point of sale Various events and parties
all over the cities of the
world
7
12. PRINT
Le mirage
Agency : Ogilvy & Mather
Agency : Ogilvy & Mather
Director : Ken Ralston
Director : Ridley Scott
Date first broadcast : June
Date first broadcast: March
93
91
La lionne
Agency : Ogilvy & Mather
Director : Jean-Paul Goude
Date first broadcast : November
90
Agency : Publicis
Director : Bruno Aveillan
Date first broadcast :
Agency : Ogilvy & Mather Décembrer97
Date first broadcast : Jully 1998 and
1999
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