Q1)

With the stats as presented and the interest and approach of Comeau in advertisement of

Harmonie’s, it is definite that Harmonie’s is a global brand. According to the case study by

2025 Harmonie is sold in over 130 countries and had 7.1 billion $ of sales revenue across the

Globe. The market share is 4.3% and equaled a worldwide PCC of 0.48%. Brand is performing

well enough it its home country France with a market share of 8.5% but the sales are not

confined within boundaries of home country. The product is sold in multiple continents with

large global footprint.

As table 2 in the caselet presents Hermione has some good market share in these regions

Asia pacific region-8.5%

Latin America 5.3%

Western Europe 4.5%

The product needs to grow more in North America (0.25), Australia (0.2%) and the Middle

East/Africa (1 %) but it is doing fairly well in its other markets.

Moreover, if we see the advertisement investments, 100 million $ were invested in global

marketing which did bear good results. Country Managers are aggressively trying to compete

with global market and as the discussions are following, there is an approach by Comeau in

maintaining global image of the Brand.

All these facts and approaches strongly suggests that Harmonie is a Global brand indeed.

Comeau has a strong opinion after the reports of Project Aqua and Unify that the brand’s

image needs to be consistent across the markets as a global product so that the consumers
have no doubt or differences in perception of what harmonie stands for. Project Aqua

revealed to Comeau, the characteristic perception of Harmonie globally by consumers and

project Unify suggested highlighting keywords such as Revitalizing and Refined for global

branding of the product.

Comeau learned from Project unify that words like Revitalized could position the product

into the enhancement and health segment, creating a premium image of water as product.

The suggestions were studied with project aqua to see if these suggestions of project unify

aligned with the market data.

Results of Project Aqua:

Functional element: Revitalizing – Consumers agreed to “crisp” and “Clean” taste being

related to this term. However, did not agree upon the quality checks and other attributes

being a strong indicator.

Aspirational element: Refined – Consumers agreed that special occasions were right

indicators to enjoy premium water and that portraying affluent individuals may spark a strive

in common consumers to use the product.

Apart from these core Advertisement studies, Comeau also contacted the country managers

to know their opinion about consistent global image advertisement. He learned that the

Country Managers did not agree much to it and sought autonomy to strategies their own

markets as they knew their market the best. Comeau, hence knew that implementing this

Global Imaging strategy would not be so easy. He reasoned to the country managers that the

global taste is converging with advent of social media, satellite an TV and having a globally

consistent image would be the right decision for long run.

Q2

As per the studies and deductions of project aqua and project unify and the reasons of it is

the right decision to have a consistent global image but Comeau needs to balance the pursuit

of global image with the local needs and perceptions.

1. The change should be gradual and phased, It needs to be implemented in the easiest

and most conducive markets first. The tourist hub markets can be the first among the

targets and heavily localized markets can follow up later.

2. There should be some room for slight localization, markets with low per capita

income, a study can be done for this. For ex in markets like Africa the premium Global

image can be slightly modified to “Premium water at reasonable price”. All the

advertisements can be done here just with addition of “cost effectivity” factor.

Because this is very important for this market.

3. Taking country Managers in confidence is important, so the implementation needs to

maintain the balance. Country managers would admire being recognized as the part

of Global strategy making. Hence it needs to be factored in while devising the

strategy that the opinions of country managers are not totally discarded.

4. Colors, designs and logos should be strongly consistent no matter which country it is.

Country Managers are important for smooth implementation of the consistency project.

They would be willing to be a part of global strategy given that their opinions and expertise

about their local markets is not undermined. As discussed before, some countries might be

strongly factored on purchasing power of buyers, the country managers of these countries
can help making the necessary and minimum amendments to convey a consistent image

while maintaining a cost friendly image.

Going ahead Harmonie should develop a marketing strategy with specific goals that each

country manager must achieve. After deciding the What with their opinions considered they

should be given the autonomy and flexibility of When and How.

Corporate should have social media requirements of each country manager to ensure the

brand is becoming more cohesive. The country managers should work cohesively and use the

social media and other internet platform in collaboration. There can be Country manger

visits to other countries to devise strategies for tourists specially. These are few among

various areas country managers can pitch in.