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Content Layout• Why drink water?
• History
• Research Design
• Implementation of the Research Design
• Market Analysis
• Market Strategy Decision
• Conclusion
70% of human body is H2O
Czech’s drink ½ the water intake their body needs
Dehydration leads to kidney & liver problems, colon cancer
Water flushes toxins
2 to 3 liters a day is needed
Why Drink Water
MATTONIHistory
The Leading Natural Spring Water
• Founded 1864• Mineral water from Karlovy Vary• Discovered by entrepreneur Heinrich Mattoni (Italian &
German)• Kyselce Doupouske Region• Expanded from plant to spa• Best quality- among the best in Europe
• Took 1st price “Czech Still Water” • Top producer in CZ: spring & mineral water
• Considered a “Super-Brand”
• From deep ancient wells– Volcanic bedrock (“secret to the
composition”)
• Submerged in the unpolluted forest– Little carbon foot print (secret to the
purity)
• Since slow process:– mineral content daily drinkable
• Clinical studies– Proved the medical benefits
– magnesium, calcium, sodium, potassium, and others in raw form
MATTONIProduct Research
Product differentiation method
Process of making product more attractive to target market and more unique than competitor
Iconic Look
‘Green’ Bottle
Innovate Package
Stylish Among Target group
Follows Design Aesthetic & Ergonomics
MATTONITarget Marketing Analysis
Message in the BOTTLE
• Stated Czech market now 16 other
countries. • For people whom enjoys and celebrate life.• The ergonomic look to it encourages
creativity.• Inspired to be a healthier & active
individual.
MATTONI Consumer :
MATTONIStrategic Marketing Analysis
Mattoni Company Strategy: SEED TO GROW (planting a seed in a variety of markets)
Athletics
Social Celebration
s
Dining
Business Meetings
Kinder Safe
KnowledgeRetention
Art Brain Fuel
Because everyone needs water
• Stands for:– Stability – Quality – Healthy & Active lifestyle– Innovate/ Modern Design
• Styles:– Flavored – Natural – Non Carbonated– Flavored Non-carbonated
• Fairly New to Market:– Mattoni “Sport”
– Special bottle
– Mattoni “Active”– Vitamins & energy
MATTONIImplementing Research Design
“The bottle that fits in your hands”
“Modern, bold design is decades hallmark of excellence for Italian products”
Pinanfarina Clan Design Studio (sports car designer)- ergonomically shape
MATTONIStrategic Marketing
Because everyone is made up of water
Look she’s even wearing it …. glamorous & elegance
MATTONIMarketing Promotion
Living Strong & Long
• Minor Sport Events– Water Sports Competitions• Rowing, Canoe Racing, Water
Racing
• Social Sport Events– World Cup
• Sponsor– NBL– Prague Marathon
• Festival– Mattoni Band Zone- • for young people for fun
– Prague Food Festival
MATTONIMarketing Management
Message in the BOTTLE
Eagle
Represents: Freedom & Strong Fighter
Elegance, Beauty, Resilience
(now added to bottle design)
New Slogan:
“Designed to Fly Higher”
New Brand Development
MATTONIMarketing Management
New Brand Development: Water With Reputation
The story behind the EAGLE:
The wild Czech tan countryside eagle that has been exploring the mysterious world is ready to return back to it’s pure, quiet and magical homeland.
The MARKETING behind the story is trying to say:
Although being a founded my Italian and Germany entrepreneur, water was taken from the Czech Republic. This Sacred terrain is being honored for producing such a top product.
This is a chance to win back some of the other segment, or pick back up the groups who have lost credibility in Mattoni Company
MATTONIMarketing Management
Message in the BOTTLE
New Campaigns• Heath • Religion• Toward Youth-
music• Calorie intake• Holiday Marketing
• New Year• Christmas
• Weight Control
References • Free, T. (2012, September 7th). Bottle
that Fits in Your Hands. Ekonom Magazine. Retrieved from: http://ekonom.ihned.cz/c1-56325210-lahev-ktera-padne-do-ruky
• Mattoni (2013). Mattoni Celebrated 140 Years. Company website: http://magazin.mattoni.cz/mattoni/
• http://www.superbrands.cz/fileadmin/templates/pdf/2006-07_ENG_BOOK_1-51_26.pdf
• http://www.runczech.com/en/events/mattoni-olomouc-half-marathon-2013/index.shtml
• https://www.facebook.com/mattoni140?rf=104060552964132