Dasani misses the point in Europe

1
Dasani misses the point in Europe

• Guillaume Frossard
• Nitasha Leonard
• Raphaëlle Maffei

2
History of Dasani

• It is a brand bottled water from the Coca Cola
  Company
• It was launched in 1999 in the US
• The goal was to compete with its rival PepsiCos
  Aquafina
• Now it has become Americas No.2 brand, second
  only to Aquafina

3
Article Summary

• In 2004, Coca Cola wanted to launch Dasani in
  Western Europe
• It found itself with bad publicity in the UK
• gt misunderstanding of the word  pure 
• Dasani wanted to enter the French market but
  people were not interested in purified water
• ex Dasani wanted to drop the Dannon brand
  from the MacDonalds meal in France, as they
  did in the US
• Failure in Europe

4
Why the Western European market?

• Potential market 300 million consumers
• Consumption of water increases 12 a year in most
  of the European countries
• The bottled water is the most dynamic sector in
  the food and beverage industry despite the
  constant price increase
• European commercials advise people to drink 1,5
  liters of water a day (half a gallon)

5
Cultural differences between the US and Europe

• Purified water in US vs. mineral water in Europe
• European people drink more water than Americans,
  especially during meals
• Many different kinds of water in Europe
• eg mineral water, fizzy water, etc.
• European people pay attention to the composition
  of water
• eg 0 nitrate water

6
Some examples of French brands

• Brands can refer to
• cities
• moutains
• regions
• http//www.youtube.com/watch?vFhHpHi8iVtg

7
Why Dasani failed in Europe?

• A famous name such as Coca Cola is not enough to
  enter the European market
• Ethnocentrism does not work, adaptation is
  required!
• The British denial did not help entrance into the
  other European markets
• A commercial has to be explicit about the health
  issues in Europe
• The European companies do not want to prove they
  have the coolest water but the healthiest
• Dasani has to find a competitive advantage to
  survive against the big European water brands
  (Evian, etc.)
• gtIn the European mind, Coca Cola is a brand of
  soda, not of water

8

• Questions????
• Thank you for your attention!