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Roua Muntilor

Start Building one Brands Foundation


October, 2004

Building a brand
Romanian mineral water market
New mineral water brand
Intrinsic attributes of the new brand
Market research findings

Roua Muntilor communication strategy


3 Years Objectives and Strategy
Launch Campaign Plan

MINERAL WATER MARKET- EVOLUTION 1994 2004*


(Mm Lit.)
1,400
1,145

1,200
1000

1,037

942

800

843
798

600

597
399
522

400

444

378

200

194

0
1994

1995

1996

*Source - Canadean 2004

1997

1998

1999

2000

2001

2002

2003

2004

Market Considerations

Sparkling mineral water is 75% of mineral water


market*

*Source - Canadean 2004

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

*Source - Canadean 2004

s o f t d r in k s

Intrinsic Attributes of the New Product


Valea Zanelor/ Covasna
1882 - Horgasz spring was awarded at Trieste
600 m altitude - one of the highest levels of negatives
ions in Europe, due to the fir forests
7 million USD investment

Research Methodology
Insight Mining Research
Usage & Attitudes Research
Segmentation & Brand Positioning Research
Naming Research

Market research findings


Key Drivers benefits without strong associations:
- It is very healthy
- It is 100% natural
- It is pure/ clean
- It has a very pleasant taste
- It is sparkling/ clear

Key Drivers motivations without strong associations:


-It makes me feel comfortable
-It helps me relax
-It offers me a state of quietness
-It makes me feel high-spirited
-It is a feast for my senses

Brand names evaluated


Augusta:
- originally given to female relatives of Roman emperors;
- the name Augusta is a Latin name meaning: majestic, grand

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

Borsec (Romaqua) is the mineral water with tradition


Izvorul Minunilor (European Drinks) is the good price
mineral water which you can find everywhere
Dorna (Coca Cola) is the most sophisticated mineral
water

Strategic Consideration

Name the most powerful positioning tool


Functionality build the product attribute level, build
a positioning in the rational territory

Target audience

Purity Seekers 33.9% of all consumers

Younger than average


- more than 70% being aged less than 44 y.o.

Health oriented

Drink sparkling water after a physical or mental effort

Brand Truth

Purity

Brand Character

Responsible
Respected
Sophisticated

3 years objectives & strategy


Objectives
- to own purity in the consumers mind
- be among the first 3 brands in the packaged water
market in 3 years period

Strategy
- consistently transmitting purity by all
communication channels

Roua Muntilor

Premiumness of the brand

Transparency

Selling line built on Purity

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

Launch Campaign Communication


Objectives
Cognitive
Start building awareness for Roua Muntilor

Affective

Create a relevant and long term


positioning on purity

Build a unique Brand


Character

Behavioral

Build interest and trial for the new brand

Creative Concept

Purity of Nature

Communication Mix

ATL

TV

Print

BTL

Radio

POSM

- Traditional trade
- Modern trade
- HORECA

PR

Internal

Trade & Sales

External

Trade
comm.

TV Commercial 45

Radio Commercial 30

Print

POSMs

Neck
hanger

Shelf talker

Poster

Poster

Pole sign

Supermarkets/Key- Accounts

Modern Trade

HORECA

Table Tent

Repozitionarea Roua Muntilor


- Primavara 2009

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)

Retailul genereaza cele mai mari vanzari de apa minerala

Segmentul HoReCa este important pentru producatori datorita castigurilor aduse


brandurilor la nivel de imagine

in 2008 brandurile internationale (Evian, Vittel si San Pellegrino) aveau cote de


piata nesemnificative in retail, insa pozitii puternice in canalul HoReCa

Brandurile de apa internationale erau aduse in Romania prin distribuitori


independenti iar companiile Danone si Nestle nu aveau divizii locale de apa

Repozitionarea Roua Muntilor


- Primavara 2009

investiie de 10 mil $ intr-o linie noua de imbuteliere in fabrica


din Covasna (amabalajul de sticla)

Ambalajul de sticl destinat exclusiv distributiei in HoReCa

Paraseste segmentul mainstream dominat de: Borsec, Dorna,


Izvorul Alb si Izvorul Minunilor

Roua Muntilor intra in lupta cu brandurile internationale:


Evian (Danone)
Vittel si San Pellegrino (Nestle)

Repozitionarea Roua Muntilor


- Primavara 2009 -

repozitionare pe segmentul premium

Roua Muntilor isi dezvaluie noua identitate pornind de la


apartenenta la zona de lifestyle, o zona neexploatata pe piata
romaneasca

Roua Muntilor propune un look elegant, urban si plin de stil

Se adreseaza celor care se preocupa de imaginea lor, cei care


pun pret pe un look mereu actual

Repozitionarea Roua Muntilor


- Primavara 2009 -

Semnatura a trei dintre cei mai cunoscuti designeri romani:


Catalin Botezatu, Mihai Albu si Kristina Dragomir

Repozitionarea Roua Muntilor


- Primavara 2009 -

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

Repozitionarea Roua Muntilor


- Primavara 2009 -

Rochia creata de Catalin Botezatu, o tinuta care abunda in


rafinament si eleganta

Perechea de pantofi Mihai Albu, ce transmite ideea de


avangarda si stil

Palaria Kristinei Dragomir, un accesoriu de un aer sofisticat, cu


trasaturi urbane

Anul decisiv 2011

Conclusions

Do not ignore the power of naming & packaging


Branding is not about form, nice identity & colors
Branding is about:
positioning
relevance
differentiation