Colette Cheung's Blog

So many different brands to choose from, but in the end you’re simply satisfying your physiological with H2O, right? WRONG

Evian in particular, with its slogan of  “Live Young” targets an older clientele that would want purchase their water in order to enjoy the health benefits associated with Evian water. Their motto of  rejuvenation and youth is seen in various medias, thus creating a strong and focused target. This is also their specialization and product differentiation. The company keeps using this motto, as seen in their televised advertisement.

Searching through Evian’s website, they also offer their rich target market the opportunity to visit the Evian Spa, “a mecca for European society,” nestled in the Alps. This spa continues the idea that Evian water will help rejuvenate your body and mind as it offers “all the balance and purity of evian Natural Spring Water through the selection hydrotherapy, beauty and well-being treatments”. Evian not only sells water, but also a Facial Spray to help rejuvenate your skin on a tired day.

The fact that Evian offers so many amenities to their customers signifies that drinking Evian is not simply drinking water, it is a lifestyle. It symbolizes striving to be young and being able to do so without  cosmetic surgery, but through a natural and healthy way. There’s even a group of the Evian site entitled “Live Young Community” where customers can discuss their journey towards the similar goal.

I’d like to mention that Evian spelled backwards in Naive 🙂

I have always been an avid fan of Disney, especially of Disney on Ice where various Disney characters skate and perform on ice. I go every year, and what’s intrigued me the most is how Disney is able to price their products so high, yet still have plenty of consumers buy their items. Snow cones in Disney figure mugs are sold at $15 each, which I find quite expensive. I understand that it’s part of the experience, but considering how expensive tickets already are, do you really need a mug as well?

Disney has been able to capture their target market of not only kids but their parents as well as they’re the ones who ultimately pay. Although they may not be tweens,  they fit into the mould of what the textbook says about children and their market power: “much of their market power comes from tweens’ strong influence on family purchases”. Disney has had great success in their 4P’s of Promotion, Product, Price, Place: being able to price their products so high, yet giving the sense that the consumers are getting an even greater value for it. I guess “That’s the magic of Disney”.

As seen in his blog, http://www.rohitbhargava.com/, Rohit states that it’s important to “Create a Signature Event,” and I believe Disney has been able to do so very successfully with Disney on Ice showing at the Pacific Coliseum every year.

On top of selling mugs, the event sells gadgets with a spinning character on top lit by colorful lights. Costing as much as the mugs, these toys are stuffed into kids’ hands by vendors who play on the fact that parents will buy this novelty, no matter the price to make their children happy. Now that’s what I call Marketing. Did I mention that programs were $20?

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