Introducing Chaudfontaine Premium Water to the

U.S Market

Presentation Outline
History

Objective & Strategies

Product Description

Sale Objectives

Market Share

Trade Objectives

SWOT Analysis

Consumer Objectives
Sales Force Strategies
Trade Strategies
Consumer Strategies

Target Market
Consumer
Distributor

Chaudfontaine, Belgium
Chaudfontaine is a Walloon municipality located
in the Belgian province of Lige. As of January
1st,
2006 Chaudfontaines population was 21,012.

Chaudfontaine Water
Discovered in 1240 Chaudfontaines
drinking water is very well known in
the
countries where it is distributed.
Chaudfontaine water is described as
a unique thermal hot mineral water.
The water travels 1 mile through rock
layers for about 60 years before
reaching the surface.

Chaudfontaine Water
It has been sold and traded under many
different names.
It is currently sold in:
Belgium
France
Luxembourg
The Netherlands
In 2003
brand.

purchased the

Chaudfontaine Variety
Chaudfontaine premium water is available in
still
lightly distilled
distilled
In glass and plastic bottles in 4 different sizes.

Market Share
The total bottled water market
grew 2.8% in Belgium between
2001 to 2003, the Chaudfontaine
brand registered 3.4% growth in
the same period.
Category growth in Belgium
between 2004 and 2006 was 1.4%.
Chaudfontaine surpassed that
with 5.7% growth.
It is the growing lead of its category
since 2004.

Why Introduce Chaudfontaine to the USA?

In the venues suggested in our Sales Promotion plan,

Chaudfontaine will do well in the US market. Penetrating
this market would be easy as Chaudfontaine is a CocaCola product. Coca-Cola has strong, established
distribution channels, as well as a positive brand image
in the US.

SWOT Analysis
Strengths:

Weaknesses:

Exclusive bottle design

Economics crisis in the U.S: People will be

less likely to spend a lot on water

Unique source and high quality taste

Owned by the Coca-Cola company

Brand name is difficult to pronounce which

may effect liking of the product

Water industry is experiencing an increase

in sales
Opportunities:

Threats:

Easily promoted as a luxury fashionable

product in the US

Water is free.

The three versions offer great variety

Consumers may associate the product

with Coca Cola which can take off the
luxury appeal of the brand.

Lack of category leadership

The demand for a premium water product
is not clear.

Target Market

New Rich
Demographics
Males & Female 21-35
Lives in major metropolitan
area
Successful

Psychographics
Trend-oriented
Lots of disposable income

Old Rich
Demographics

Male & female

50-70
May or may not be married
Has children and or grandchildren

Psychographics
Possibly retired
Enjoys the finer things in life
Frequents luxurious restaurants

Travelers
Demographics
Male & Female professional 25-55
Multiple residences in affluent
neighborhoods

Psychographics
Business owners or top level
execs
Always travels first-class
Has the newest gadgets, uses social
networks and social media tools

Target Distributors

Target Distributors
High-end luxury companies. That service
individuals in our target market and are operated
nationally - target cities include, but are not
limited to:

New York
Miami
Los Angeles
Las Vegas
Chicago
Washington D.C.
Aspen
West Palm Beach

Target Distributors

Marquis
Jets/NetJets

Crystal Cruises

Charter World

The One Group

Thompson Hotels

SOHO House

Gourmet Groceries

Objectives

Sales Force Objectives

Sell the maximum number of cases of water

in the first quarter; at least a hundred cases
per sales rep

Throughout the year, urge sales force to find

new high-end distributors and sell to them

Reach a maximum number for annual sales

Trade Objectives
Successfully introduce Chaudfontaine to the U.S.
market during the Summer of 2011.
Present it as a luxury brand of water, in the major
U.S. cities where the distributors provide service.
Gain 2.5 % market share within a year by offering
trade discounts and promotional offers

Consumer Objectives
Acquire favorable image amongst target groups
by creating a corporate social responsibility
program.
Get those in target markets to request
Chaudfontaine water while out about town.

Get those in the target markets to purchase

Chaudfontaine water for their homes.

Strategies

Sales Force Strategies

To incentivize our sales force to reach our
objectives we will award the following:
A trip for two to Chaudfontaine, Belgium.
A weekend getaway to partner hotel.
A bonus equal to 10% of their annual
salary.

Trade Strategies

Brunch with Chaudfontaine

Host a brunch in
each target city

Put on introductory
presentation

Prepare order forms

Business Card Water Bottle

Provide sample
Chaudfontaine water
bottles with contact
information for a
salesperson at events
Business card peels off to
save

Trade Deals

Introductory Case

Sweepstakes
Trip to Chaudfontaine
All-inclusive trip to Chaudfontaine, Belgium + spa
services
Tour of Chaudfontaine plant, headquarters, and
town
A three-night four day trip to the city of your
dreams, hotel and airfare and $500 in cash.
Place advertisement in magazines

Consumer Strategies

Sampling

High-end gourmet local food stores:

Citarella and Gourmet Garage in New York

Epicure in Miami
Bristol Farms in Los Angeles
Las Vegas Gourmet in Las Vegas
Fox & Obel in Chicago
Vals Gourmet in Aspen
Dean & Deluca Nation and Saks Fifth Avenue nation-wide

Coupon
Coupon for $1 off sixpack of Chaudfontaine
water
Distributed via direct
mail targeted to
wealthy neighborhoods
in major metropolitan
areas

Be Photographed With Chaudfontaine

Corporate Social Responsibility
Set up a Facebook fan page
www.facebook.com/pages/Chaudfontaine

For each fan photo uploaded donate $1 to

non-profit partner, the Haiti Water Project.
Consumers share photo via Facebook

Be Photographed With Chaudfontaine

Promotion Plan Timeline

June 2011-A template
sales sheet is prepared for
the Sales Force. Free case
offer is introduced at
every sale rep and
distributor meeting.
th 2011 Sales
June
June 15
15th
2011 Sales
force
contests
force contests are
are
introduced
introduced early
early to
to
entice.
entice. First
First winner
winner
determined
determined in
in August
August
2011
2011

June
2011

September 2011Buying Allowance is

introduced.
August- Sampling
during the stores
busiest hours until
supplies last.

Brunch with
Chaudfontaine on
th, 2011.
July 15th
Business card
bottles will be
handed out.

December consumer
contest sculpture in
the park Win a trip
for Valentines Day
2012

Coupon Drop
December
2011 Exp
March 2012
October 2011Distributor
sweepstake is
introduced

May 2012-Off
Invoice Allowance
is introduced.

June 2012Determine last

Sales Force
contest
winners.
April 2012- Be
photographed with
Chaudfontaine
Strategy is
introduced..

June
2012