Roua Muntilor

Start Building one Brands Foundation

October, 2004

Building a brand
Romanian mineral water market

New mineral water brand

Intrinsic attributes of the new brand Market research findings

Roua Muntilor communication strategy 3 Years Objectives and Strategy Launch Campaign Plan

MINERAL WATER MARKET- EVOLUTION 1994 2004*

(Mm Lit.)
1,400 1,200 1000
942 1,145

1,037 843 798

800 600
399

597
522 378 444

400 200 0 1994 1995 1996 1997

194

1998

1999

2000

2001

2002

2003

2004

*Source - Canadean 2004

Market Considerations

Sparkling mineral water is 75% of mineral water market*

*Source - Canadean 2004

Market Considerations
Non-alcoholic market- 2003 (%)

3.9% 2.4%

0.7% 49.6% Mineral Water Carbonated soft drinks Juices and nectars

43.3%

Still drink Other

*Source - Canadean 2004

Intrinsic Attributes of the New Product

Valea Zanelor/ Covasna 1882 - Horgasz spring was awarded at Trieste

600 m altitude - one of the highest levels of negatives ions in Europe, due to the fir forests
7 million USD investment

Research Methodology
Insight Mining Research
Usage & Attitudes Research

Segmentation & Brand Positioning Research

Naming Research

Market research findings

Key Drivers benefits without strong associations:
- It is very healthy - It is 100% natural - It is pure/ clean - It has a very pleasant taste - It is sparkling/ clear

Key Drivers motivations without strong associations:

-It makes me feel comfortable -It helps me relax -It offers me a state of quietness -It makes me feel high-spirited -It is a feast for my senses

Naming Research
Roua Muntilor- the winning one!!!!
it was associated most with the idea of purity and naturalness generated the highest propensity towards purchase the most reliable the most suitable for carbonated mineral water was the most liked

Other names evaluated

Augusta
Valea Zanelor Covasna

Brands image
Borsec is the mineral water with tradition
Izvorul Minunilor is the good price mineral water which you can find everywhere Dorna is the most sophisticated mineral water

Strategic Consideration

Name the most powerful positioning tool

Functionality build the product attribute level, build a positioning in the rational territory

Target audience
Purity Seekers 33.9% of all consumers Younger than average - more than 70% being aged less than 44 y.o.

Health oriented
Drink sparkling water after a physical or mental effort

Brand Truth

Purity

Brand Character

Responsible Respected

Sophisticated

3 years objectives & strategy

Objectives
- to own purity in the consumers mind - be among the first 3 brands in the packaged water market in 3 years period

Strategy
- consistently transmitting purity by all communication channels

Roua Muntilor
Premiumness of the brand Transparency Selling line built on Purity The logo
The brand name is always used in layouts together with
visual identity elements present on the label- the mountains The selling line - Apa minerala pura

Launch Campaign
July August 2004

Launch Campaign Communication Objectives

Cognitive
Start building awareness for Roua Muntilor

Affective

Create a relevant and long term positioning on purity

Build a unique Brand Character

Behavioral

Build interest and trial for the new brand

Creative Concept

Purity of Nature

Communication Mix

ATL

BTL

PR

Trade & Sales

TV

Print

Radio

POSM

Internal

External

Trade comm.

- Traditional trade - Modern trade - HORECA

TV Commercial 45

Radio Commercial 30

Print

POSMs

Neck hanger

Shelf talker

Poster

Poster

Pole sign

Supermarkets/Key- Accounts

Modern Trade

HORECA

Table Tent

Building a brand requires patience as the results come on long term

Conclusions
Do not ignore the power of naming & packaging Branding is not about form/ nice identity & colors it is about positioning, about relevance and differentiation

Thank you!

Q&A