racks - Conferinta Progresiv

think global,
act local
DORNA SUCCESS STORY
Razvan Tudor
Non-Carbonated Beverage Manager
Coca-Cola HBC Romania
March 18th , 2005
The story began in 2001
BonAqua
ROMANIA BOTTLED WATER TYPES, 2001
#5
bottled water market
The story began in 2001 (cont.)
BonAqua
st launched in Germany in
• • 11st launched
in Germany in
1984
–
current
No.1
1984 – current No.1
Soldinin38
38countries
countriesunder
under
• • Sold
BonAqua
name
BonAqua name
Launched inin 1995
1995 inin
• • Launched
Romania
Romania
• Marketing support
• Marketing support
Category extension
extension ––
• • Category
BonAquastill
stillinin2001
2001
BonAqua
Market Share
28%
Numeric Distribution
32%
56%
59%
ED
ED
35%
BonAqua
ar
-0
0
Ju
n00
Se
p00
De
c00
M
ar
-0
1
Ju
n01
Se
p01
De
c01
M
ar
-0
2
Ju
n02
ar
-0
0
Ju
n00
Se
p00
De
c00
M
ar
-0
1
Ju
n01
Se
p01
De
c01
M
ar
-0
2
Ju
n02
M
5%
M
6%
BonAqua
30%
Source: MEMRB Retail Audit
natural mineral water
Bottled water market: TRADITION
• great tasting
• thirstquenching
• healthy
• trustworthy
• high quality
• natural
• balanced
• pure
2001: DECISION
Water market
24 PLAYERS in Natural Mineral Water Category
•
3 main players for almost 60% of the market
•
21 players struggling for 40% of the market
full water portfolio
2002: DORNA ACQUISITION
CARBONATED
Balanced natural mineral
water, naturally carbonated
Rich natural mineral water,
naturally carbonated, bold
taste, 2 version of
carbonation
STILL
Natural mineral water,
oligomineral characteristic
water is unique
Challenge: BRANDING BOTTLED WATER
• colorless
• odorless
• tasteless
portraying the ideal
mineral water
Question: WHAT ARE WE LOOKING FOR?
package
product
To be
be extracted
extracted from
from an
an
• • To
unpolluted
clean
unpolluted
//
clean
mountainarea
area
mountain
Not toto have
have aa particular
particular
• • Not
taste
taste
Not toto have
have aa particular
particular
• • Not
smell
smell
To be
be clean
clean / / not
not toto
• • To
contain impurities
contain impurities
To have
have an
an equilibrate
equilibrate
• • To
mineralcontent
content
mineral
To have
have aa distinctive
distinctive / / easy
easy toto
• • To
recognize:
recognize:
Distinctive and
and appealing
appealing
• •Distinctive
shape
shape
• Pleasant color
• Pleasant color
Appealinglabel
label
• •Appealing
IDEAL MINERAL
WATER
price
Offering good
good value
value for
for money
money ––
• • Offering
rather“medium
“mediumprice”
price”
rather
Transparent bottle
bottle soso asas the
the
• •Transparent
product to be visible
product to be visible
Practical package
package / / easy
easy toto
• •Practical
carry
carry
Communication: DORNA 2003
premium brand
• extrinsic attribute
pure emotion
TVC 1
TVC 2
• intrinsic attribute
trusted source from protected area
Communication: DORNA 2004
premium brand
• extrinsic attribute
emotion
slogan: Dorna brings the nature into the city
• intrinsic attribute
natural
TVC
premium brand
Communication: IZVORUL ALB 2004
• Integrated campaign drove
sales in excess of 50% v YA
• National outdoor campaignwalls, back-lit billboards (3
motifs)
• POS communication
TVC
Execution: EXCELLENCE & INNOVATION
Value for money – Increase
transaction size
Sport
premium brand
With Food
TVC
With wine-Home
TVC
With wine-Restaurants Modern market activation
racks
Dorna at the end of Y 2004
• Dorna brands leads bottled water market (market & value share)
• Izvorul Alb lead still water market (27% market share / 36% value share)
Dorna Volume [M uc]
Market Share
25,322
32%
22,200
ED
+14.1%
14,565
13,673
13,673
+62.4%
20%
20%
19%
15%
Borsec
Dorna
10%
2002
2003
2004
-0
Ap 2
r0
Ju 2
l-0
Oc 2
t-0
Ja 2
n0
Ap 3
r0
Ju 3
l-0
Oc 3
t -0
Ja 3
n0
Ap 4
r04
Ju
l-0
Oc 4
t-0
Ja 4
n05
2001
Ja
n
2000
59%
ED
Numeric Distribution
44%
Value Share
62%
60%
60%
31%
ED
28%
Borsec
Borsec
16%
21%
20%
Dorna
Ja
n0
Ap 2
r02
Ju
l-0
Oc 2
t-0
Ja 2
n0
Ap 3
r03
Ju
l-0
Oc 3
t-0
Ja 3
n0
Ap 4
r04
Ju
l-0
Oc 4
t-0
Ja 4
n05
23%
14%
Ja
n0
Ap 2
r02
Ju
l-0
O 2
ct
-0
Ja 2
n0
Ap 3
r03
Ju
l-0
Oc 3
t-0
Ja 3
n0
Ap 4
r04
Ju
l-0
Oc 4
t-0
Ja 4
n05
Dorna
Source: MEMRB Retail Audit
Coca-Cola portfolio
The key of success: INTEGRATION
• Coca-Cola distribution network
• in-store cooling space
• premium brand communication
• investment in production
capabilities
Future: DORNA BRANDS FAMILY
TVC