MATTONIMATTONIConsumer Behavior Research Plan

Paulina Jaswiec Consumer Behavior MK527

The taste of nature, passion for life. Today as in 1873

Celebrating 140 Years

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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 Promotion

Living Strong & Long

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