Paper Summary:

This paper provides an overview of the process and marketing analysis involved for the marketing plan for the Danone Group's new line of Evian bottled water. The paper discusses the developing strategies employed by the Danone Group prior to launching the new line of bottled water and discusses the SWOT, PEST and competitor analyses conducted in order to identify the primary target market as well as the marketing approach to the new launch campaign.

Outline:
Executive Summary
Company Description
Situational Analysis
SWOT
Internal Strengths
Internal Weaknesses
External Opportunities
External Threats
PEST
Political
Economical
Socio-Cultural
Technological
Competition
Target Market
Marketing Mix
Product
Price
Place
Promotions
Conclusions and Recommendations
References

From the Paper:

"The marketing operations are an integrant part in the activity of every company and what was once a temporarily occurring solution is now an ongoing process. With the launching of a new product, all companies conduct intense market research in order to identify the characteristics of the competition and the customers; they analyze the internal and external forces which affect the corporate operations and develop a complex set of decisions on product, price, distribution and promotion, all organized into the marketing plan."

Sample of Sources Used:

• Danone Group 2005-2006 Annual Report, Retrieved from http://finance.danone.com/phoenix.zhtml?c=95168&p=irol-reportsAnnual2005 on April 3, 2008
• Hein, K., May 21, 2001, Water Competition Heats Up; Summer Awash with a Bevy of Ads, Brandweek
• 1988 - 2008, Oxygenated Water, Tools for Wellness, http://www.toolsforwellness.com/oxygenated-water.html last accessed on April 3, 2008
• 2002-2007, The Marketing Mix (the 4 P's of Marketing), Net MBA, Business Knowledge Center, http://www.netmba.com/marketing/mix/ last accessed on April 4, 2008
• 2005, Danone Takes Hit from US Water Business, Food and Drink Europe, http://www.foodanddrinkeurope.com/news/ng.asp?id=57652-danone-takes-a last accessed on April 4, 2008

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