$2.50 for a bottle of water sounds very overpriced, but it becomes normal and acceptable once people mention the brand, Evian.
Evian water is known for its high price and good quality. It is one of the most expensive drinking water you can buy. While it is so expensive costing almost $2.50 per bottle, many people still choose Evian over other brands. Why?
Regardless if you’re an advocate for the environment, an animal lover, someone who values health, a working adult, a pregnant lady or simply a student, Evian water is suitable for all. In fact, some consumers prefer this atas water brand. Great amounts of marketing and research have been done by the Evian Water team.
Are you curious how Evian did it? How did they manage to achieve such a high pricing and market share? Read along to find out.
Evian water, the natural spring water is under the umbrella of the Danone Company, a brand which spends vasts amounts of money on marketing their brand. As such, Danone’s popularity and brand awareness are transferred onto Evian so that consumers can make sure of its quality. You can find this brand anywhere from restaurants to local cafes to supermarkets and in most countries.
Evian invests a lot of money in sponsoring various events, including US Open and Wimbledon. This brings it more recognition, and customers subconsciously associate recognition with trust. Another reason is that customers want to bask in the same reputation. After all, buying a glamorous, renowned brand, makes you as a customer a little of those things too. It’s also a statement that you have enough to buy it instead of skimping on your money.
But Singaporeans are also lucky to live in an Asian country with safe tap water, as there are only six of those. And there are just 37 countries in the world with safe tap water. So if you’re in a foreign country, you might not risk drinking contaminated water, but rather pay more for a brand you recognize. Even if the locals drink a certain type of water, that doesn’t guarantee it will be good for you. People from different countries have different immune systems – specialized in fighting different bacteria.
In an interview with Singaporean Esther Chia, she mentioned that her daughter only drinks from the brand Evian. She believes that its water from the French Alps, and that it has lots of minerals and vitamins.
If you’re travelling abroad, restaurants and supermarkets will also sell a few local assortments of bottled water. But as Evian invests so much in marketing, you will rather buy this brand compared to a brand you don’t recognize because you aren’t sure of its quality.
The bottom line is that Evian water is expensive. Reasons like brand recognition and production cost might seem too superfluous to justify this price entirely. The only justification that works is Evian’s trustworthiness. Health is wealth and, for people who don’t have a trustworthy source of potable water nearby, Evian is the best choice. This water is clean, safe and filled with minerals. Children are more vulnerable to differences in water, such as mineral content and bacteria. That’s where Evian comes in. Regardless of where you are on the Globe, Evian is safe to drink. Some doctors even recommend their patients to drink Evian in case they get a stomachache in a new country.
The McDonalds menu comes with a list of sugary, fattening and health-risking soft drinks. These drinks have better alternatives, though. In Singapore, you will see bottled Dasani water as a better choice instead of Coca-Cola. But if you were in France, you would see that Evian is the healthier alternative.
Since you’re not in France, though, Evian includes in its price the cost of distribution. Evian is shipped to Singapore from south-eastern France, in a region called the Rhône–Alpes.
This means the French Evian costs less. The European Evian costs less too. But ship it to Asia, and the price per bottle will add up to what you see in Singapore. Besides, you have to admit that all of Evian’s marketing schemes would not work without a solid distribution network. The high price of Evian water covers the costs for a good global distribution system as well.
All bottled water has some extra expenses, particularly if they’re not bottled in plastic. This is called the production cost, and the bottom line is that glass bottles/recyclable bottles cost more.
But Evian pushes this one step further. Their PET bottles are extremely easy to recycle. These bottles are made from a material called polyethylene terephthalate, which has a complex manufacturing process. To make all their bottles 100% rPET is not cheap. The material itself is expensive, and it also requires extensive testing to ensure that the bottles are safe and recyclable. All those tests add to the overall cost of the bottles.
Then there’s also the Limited Edition bottle, produced by haute-couture designers under the “One drop can make a rainbow” mantra. These bottles are masterfully adorned with exclusive designs that are only available for limited quantities and only at selected locations.
Buying a limited-edition bottle lends you a slice of Evian’s reputation. It says something about your sense of taste and your concern for the environment. This refillable glass water bottle is shatter-resistant, it has an easy-grip silicone sleeve, but it’s also fashionable. Evian is definitely an environmentally friendly brand.
Evian is rich in calcium and magnesium. Calcium keeps your bones strong but is also involved in a good heart-circulation and even weight loss. On the other hand, magnesium is a source of energy and can reduce anxiety. Evian water is said to be a natural spring water which contains all of these.
As Evian is rich in electrolytes, it’s a good source of hydration especially if you have an active lifestyle or if you suffer from GI disorders.
Evian has a unique mineral balance thanks to its low sodium content too. All these minerals make Evian perfect for a wide range of audiences, including pregnant women, people with various digestive illnesses, active people or babies. Besides, it helps Evian’s reputation that the French Medical Academy officially recognized it as beneficial to human health.
Evian’s source is located on Lake’s Geneva shores. This alpine mineral spring is a protected source, fed by Swiss Alps’ snow melts. This also contributes to its price, especially considering that just Danone is allowed to bottle and sell water from this mineral spring. In turn, Danone pays for protecting and keeping this spring clean.
The marketing around Evian underlines that the source spring is a pure type of water, with hexagonal molecule crystals, which show an optimum bond between hydrogen and oxygen. Although that might be just the marketing talk, it’s undeniable that the minerals in Evian have some health advantages.
Still, the pure water crystal theory might appeal to a different type of audience: people who want to delay ageing and treat their bodies with the best food and water they can find.
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