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

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

*Source - Canadean 2004

 Market Considerations

Sparkling mineral water is 75% of mineral water

market*

*Source - Canadean 2004

 Market Considerations
Non-alcoholic market- 2003 (%)

3.9% 0.7%
2.4% Mineral Water
49.6%
Carbonated soft drinks
Juices and nectars
Still drink
43.3%
Other

*Source - Canadean 2004

 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 Build a unique Brand

positioning on purity Character

Behavioral

Build interest and trial for the new brand

Creative Concept

Purity of Nature
 Communication Mix

ATL BTL PR Trade & Sales

TV Print Radio POSM Internal External Trade

comm.

- Traditional trade
- Modern trade
- HORECA
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