Strategic Brand Management

Nowadays, marketing trends are changing every day as the new technology becomes more and more important and present in our lives. Companies have to be smart and make the right choices to allocate their marketing budget in different ways they used to do it until now. Obviously, companies are using different strategies from each other even if they are targeting the same market: automobile, soft drinks, clothes… the main objectives remain the same: Having the biggest impact to increase the sales and make profits. To illustrate the significance of these current trends, we have chosen two brands, Evian and Vitamin Water, which are both selling water in France and abroad. These two different cases are forcing companies to innovate, invest more and find new ways of communication not only to modernize the brand image and the brand company but also to take more into account consumers. Indeed, consumers are playing an increasingly important role: they are better educated, they have a real power of decision and no longer hesitate to express their opinion and challenge companies and brands. The reasons for this choice are that they are great competitors and they use a very different way to market their product, quite the opposite. Indeed, it is really interesting to see how these two brands succeed in selling their product by using different way of communication. But first of all, let’s introduce these brands.
In few words, Evian is run by Danone since 1970 and Vitaminwater is run Coca Cola since 2006. Evian is French, and it is marketed in France and abroad and Vitaminwater is from the United States and tries to enter in the French market. They are both on the same market as these are two brands of water and they took opposite direction to make the consumer buy their product. Indeed, Evian is using very traditional trends to impact their consumers whereas Vitaminwater based most of its campaign on new trends such as social media, special