Harmonie Water Case Study

Harmonie Water's has become the second-best top-selling purified bottled water in its home base country of France as well as across the world; therefore the company is a global brand. However, it is a global brand in the making and is continuing to refine itself in order to reach more consumers in the global market. With the difficulty to meet each and every cultural difference, the team needed to create a way to become more of a united global brand. There is a high demand globally for bottled water, as in most countries, their tap water is unsafe for consumption. Some countries also consume a higher percentage of bottled water as an alternative for sugary drinks. By "2015 Harmonie Water was sold in 130 countries, with sales of $7.1 billion …show more content…
For example, Asia Pacific uses a volume of 53.63% whereas Australia has 0.01%, Western Europe, where it originated, only had a 20.20% volume compared to Eastern Europe who had a volume of 2.50%. (Quelch,John ). There is a significant fluctuation of consumption of the brand which would make you question if Harmonie Waters truly is a global brand. However, with their intent and drive to revitalize and refine themselves the company has great potential to become more consistent in the global market as a brand and close their gaps of volume by …show more content…
This includes the size of the packaging, the dialect on it and the design. For example, in an Asian country, they made need a smaller sized bottle due to having smaller hands. Another example is superstitions such as lucky and unlucky numbers. In Japan, the number eight (8) is a lucky number. Similar to the way packages of four will not sell in China, if Harmonie Water sold waters in packages of eight in Japan it will be popular and sell well. The taste of the product is something else that needs to be taken into consideration when customizing. Every culture has different likes and dislikes when it comes to food and beverages. This is something Coca-Cola does, their formula varies slightly depending on the country. Harmonie Water can accommodate the taste by adding different vitamins, minerals or flavorings that are popular in that specific country. Product placement also needs to be customized. This would require research on Harmonie Water’s part by going to the areas they plan on selling at. This is so they can see where their competitors are placed and where high selling items are placed as well. This can also be done for advertising too. Comeau also needs to consider how to customize communication of the global message. With every country being different and having different values, they need to make sure the message goes across the same while still respecting the different