Evian’case:

1. Evian Natural Mineral Water is a luxury and expensive bottled water brand.
It was founded in 1829 and their products were bottled in glass containers
until 1969. It is now owned by Danone, a French multinational corporation.
Evian’s brand & image has been affiliated with celebreties for more than 20
years. Its product is distributed in 7 countries: US, France, Belgium,
Germany, Canada, Singapore, and Japan.

2. Some elements can affect the behavior of Evian's

Political: Evian water is distributed in seven countries: the United States,

France, Belgium, Germany, Canada, Singapore and Japan. By doing this,
products easily reach consumers at home and abroad. This is considered as
one of the competitive advantages of Evian to competitors in the same
industry. Besides, the laws related to business when distributing products to
retail brands is also a business channel that brings huge profits for brands.

Economic: High per capita income in France as well as in the countries

targeted by this brand, has clearly segmented the market for the product line.
Manufacturers all develop their products in a high-end direction, targeting
high-income audiences

Legal: Seven countries allow the import of Evian bottled water. In addition,
large conference programs also use products of the brand.

Environmental: Bottled water is a convenient product for consumers, they

are present in most of our lives. Therefore, the Evian natural water product
with its design in line with the trend of environmental protection has easily
become the leading product for consumers. In addition, the climate in France
is cold in winter, so people's skin will become rough and lack of water,
providing moisture is especially necessary for everyone, especially women.
The launch of skin care products has also brought about the brand's identity.

3. Because the market segment is aimed at high-income audiences, famous

people in society, Evian's product portfolio is not too diverse. Brand
specializing in pure "luxury" bottled water Evian, an organic skincare
 product line called Evian Affinity, resort and spa. Because the market
segment is aimed at high-income audiences, famous people in society,
Evian's product portfolio is not too diverse. The brand specializes only in
pure "luxury" bottled water Evian, an organic skincare product line called
Evian Affinity, resort and spa. In order to promote its products widely, the
brand has taken advantage of large conferences to use its products or even
Evian often is seen in celebrity event lounges, being carried by celebrities in
candid photos, and the company also features celebrities in some of their
advertising campaigns. This is how promoting a product brings great
benefits. Consumers always believe that the products used by celebrities and
politicians are of good quality, easily hitting the consumer's mind. From the
bottled water product, they will learn about the rest of the products to
experience

4. Accelerating the development of the brand through cooperation with major

distributors in other countries. For example, a distributor will sell and
distribute Evian's products throughout that country, which benefits Eivan
because the distributors will bring the world's leading premium brand of
natural spring water to the market. more Americans through an extensive
distribution network spanning across, with sales capabilities including
national and regional accounts, frontline sales teams, and in-store
fulfillment. This partnership includes coverage of grocery, mass, club,
convenience, drug and independent stores, as well as e-commerce.

Reach closer to customers through the distribution network available from

distributors. bringing iconic brands to consumers through the power of
distribution networks. Reaching new customers through the regional
distribution chain (Goods from the distribution system will be moved to the
nearest retail stores - customers can easily access and buy). Especially local
customers.

Accelerate growth by bringing the world's number one premium natural

spring water closer to consumers who enjoy natural electrolytes and
minerals from the brand's sole source at the heart of the range French Alps.
Because a distributor in a country will understand the market segment,
domestic situation, user needs, so it will bring the product and product value
to the consumers who will use it.
5.
 Benefits
- Get closer to a group of customers who have the same thoughts and
concerns about the environment and animals. For example they say
Water expresses who you are, just like fashion. One drop can make a
rainbow.

- Understand the profound value that Evian brings. Outside the value of
"pure" water. For example: In Singapore, it is possible to drink water
from the tap, but there are still customers who buy Evian water products
because they believe the vitamins and minerals come from the French
Alps. Inside is the spirit. When customers understand the true value that
Evian brings, they will stick.

- Attracting customers' awareness and interest through social networks to

develop networks in the distributor's country. For example, in the US
thrive on Instagram, Snapchat => Based on that, there will be closer
outreach campaigns. buy this brand over a brand you don't recognize
because you are not sure about its quality.

 Pr strategy in Vietnam:
- Choose the customer segment (25-45) years old

- People who care about the environment, the value that a brand brings, the
perception is similar to the value that Evian brings.

- Distributing Evian mineral water to a number of Vietnamese cafes such

as Highlands, La Viet expands combined campaigns, allowing customers
to try filtered water after drinking coffee. The combination of coffee and
filtered water will increase the taste of filtered water. The campaign
brings the first experiences to customers for customers to recognize.

- Besides giving customers direct access, combined with influences in

Vietnam can bring the spirit that Evian wants to customers

- Organize Evian's plastic bottle collection points to exchange or to be

filled through which the image and value both outside and inside will be
 conveyed to customers and closeness. Encourage the participation of
children and adults like the Stay Young spirit that the brand brings.

- Collaborate with young designers in Vietnam.

Smart Car case

1.
Some lessons learnt from the Smart Car’s marketing in America:
- Try to change and upgrade the product to suit the business market they
are targeting

- Diversify products to suit each customer segment (base model, retails for
less than $12,000. They can also purchase an upgraded Smart For two
“Passion Coupe” that includes a full-roof convertible. scenery, climate
control, a leather-wrapped steering wheel and other features, or the
“Passion Cabriolet,” convertible, which retails for $16,590.)

- Simplify the way the product is purchased to reach the consumer (Pre-
order one by depositing US$99 via the Internet. Apparently, over 30,000
Americans think this is a smart idea)

- Do not spend too much on marketing but instead come up with ideas for
smart approaches to customers

- Take the right opportunity to launch the product (At a time when gas
prices are front page news, Smart car is positioned to get a lot of media
coverage.)

2.
 What segmentation variables should be chosen?
Young adults who are between 20 and 33 years old would be a better target
market for the ‘smart’ car. They form a sizeable percentage of the population.
Therefore, conquering this market segment would ensure that the company
makes more sales. In addition, the young adults do not have so much money to
spend. Therefore, the cost of the car makes it affordable to the young adults.
The Smart Car is a fuel-efficient vehicle. Therefore, it is much cheaper to use
the vehicle. Most young adults do not have children.
Therefore, since the vehicle has a seating capacity of two people, it would be
suitable for this target market. Adults who have children usually prefer cars
with a large seating capacity to accommodate their children.
 What marketing mix strategies should be recommended?
Keep the current economic climate and mindset in mind when providing your
recommendations. Product: smart car could enhance the features by adding
bluetooth technology and gps tracking. The enhancements to the product would
generally be in the field of innovation; technology improvements. Keep forward
thinking in mind as it has today; electric vehicles and energy efficient modeling.
Price: due to the economic climate smart car should keep their car moderately
priced as it is now starting at $11,990.

The pricing strategy is best addressed that it suits the needs of its target market
and also cost effectiveness. Promotion: pre- publicity such as test drives and
motoring reviews as a promotion activity, generates sufficient consumer
curiosity in the purchase of smart cars. Via this means, other individuals-such
as journalists, are given opportunity to assess the merits of smart car product
before buying the smart car of america. Sampling of smart cars in streets and
also using it for campaigns is a good ability to capture buyers.

Advertising the affordability and the fuel cost savings would fit into the current
economic climate.

Display models in airports, malls or other high traffic areas. Form alliances with
companies like hertz, budget or enterprise to give people the opportunity to
drive the car and experience the difference which may influence consumers to
buy for ever day use. Place: the product is been displayed in places were
customers live and work. Open more dealerships around the city in the
moderate income neighborhoods