Highland Spring and Volvic Case Study: Staying Ahead in Bottled Water

Publication Date	May 2008
Publisher	Datamonitor
Product Type	Report
Pages	12
ISBN Number	not applicable
Product Code	DAT11784

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Summary

Introduction

This report on Highland Spring and Volvic forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the bottled water brands are building strategies to retain their leading positions in the face of growing competition.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.

Content

Datamonitor View
Catalyst
Summary
Analysis
- The UK bottled water market is buoyant, driven by the highly influential health and wellness trend, as well as the convenience that it offers
- Highland Spring's organic certification and dedicated kids' line, along with the sponsorship of varied events, have helped it to retain a leading market position
- Highland Spring is the leading UK-sourced bottled water in the UK
- Highland Spring became the first UK bottled water to gain organic certification
- The company launched the first dedicated kids' water, capitalizing on the fizzy drinks ban in schools
- Highland Spring has used an array of marketing methods to boost its brand
- Sponsorship of the 'Milkman of the Year' competition provided Highland with an unusual means of promotion
- A new ad campaign is designed to highlight the water's organic qualities and could help to compensate for its downgrade to spring water status
- Volvic's substantial marketing investment, coupled with its production of specific demographically-targeted products, has aided its strong market presence
- Volvic is one of the largest foreign bottled water companies in the UK
- Volvic is investing in marketing to consolidate its strong market presence
- Danone is investing 3 million to market the brand in 2008
- Sugar-free variants of Touch of Fruit have been launched, which could offset concerns over the nutritional content of the flavored water
- Volvic has developed variants to target specific demographics
- The company was one of the first to launch a kids' bottled water in 2005
- Volvic is targeting young adults with the Volcanicity campaign
- The company has launched the first bottled water to target men, which could be a hit in the UK
- Volvic has introduced an ethical initiative, which could appease critics of bottled water's high carbon footprints
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Highland Spring for Kids is the largest children's bottled water brand in the UK
- Figure 2: Highland Spring has sponsored a variety of events in sport and entertainment
- Figure 3: Danone's new Volvic adverts feature a talking volcano and T-Rex to help promote the brand to young adults
- Figure 4: The Volvic Quinze range includes one natural mineral water and two flavored drinks