Perrier Case Study

In: Business and Management

Submitted By libranguru
Words 291
Pages 2
SYNOPSIS
PERRIER IS GLOBALLY KNOW FOR ITS NATURAL SPARKLINGNESS RATHER THEN MACHINE MADE CARBON DIOXIDES OF IT COMPITETORS. IN THE STARTING THEY ONLY TARGETED THE THE UPMARKET CUSTOMERS BUT AS MORE SPENDING POWER PEOPLE GOT THE MORE THEY STARTED EXPANDING TO THE SUPER MARKET FOR MORE WIDE CUSTOMER BASE.PERRIER CONTROL 29% OF $225 MILLION PER YEAR RETAIL BOTTLED-WATERMARKET WHICH IS GROWING AT THE RATE OF 9% ANNUALLY.WITH THE EXCPETOION OF ONE INCIDENT IN YEAR 1990 WHEN THE TRACES OF BENZE WAS FOUND IN ITS BOTTLE WHICH RESULTED IN CALLING OF SOME 160 MILLION OF BOTTLED WATER WHICH MR ROLAND DAVIS THE PRESIDENT OF PERRIER GROUP EXPLAINED AS ONE OF INCIDENT OF EMPLYOEES NEGLIGENCE BUT LATER ADMITTED THAT BENZENE NATURALLY OCCURRED IN PERRIER WATERS AND THE MISTAKE WAS OF NOT REPLACING THE FILTERS. BUT THE BIGGER PROBLEM PERRIER IS FACING IS STAGNATION OF IT PRODUCT AS COMPETITION HAS INCREAED AS IT TRIED TO ENTER A NEW MARKET MPST NOTABLY FROM KHISHU MINERAL WATER. PERRIER DECLINE IN ITS MARKET SHARE HAS RAISED SOME SERIOUS QUESTION FOR IT MARKETING TEAM ABOUT HOW TO REGAIN THE MARKET IN WHICH IT ONCE WAS DOING SO GOOD. MAYBE ITS TIME THEY CHANGE THERE MARKETING STARTEGY AND COME UP WITH SOME EFFECTIVE STRATEGY .

ANAYLSIS
THE STRONGEST AND THE MOST UNIQUE POINT OF PERRIER WATER IS IT IS NATURALLY CARBONATED RATHER THEN MACHINE MADE CARBON DIOXIDE ADDED TO IT IN CASE OF IT COMPETITORS,WHICH THE CUSTOMERS THINKS AS MOST HEALTHY AS NO EXTRA MINERALS ARE ADDED TO IT . FROMT THE CASE STUDY WE KNOW THAT IN STARTING PERRIER WAS AVIALABLE ONLY IN GOURMET SHOPS FOR $1 BUT AS COMPANY STARTED THE EXPANSION IT WAS MADE AVIALABLE IN MOST OF THE DEPARTMENTAL STORES ACROSS UNITED…...

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