History
Identity
This major sparkling water brand is much-loved by the French. Badoit brings over two centuries of pleasure and sophistication to every meal. Originally acknowledged for its exceptional properties in the 18th Century, Badoit was recognised in 1778 by King Louis XVI’s physician as having virtues that “enhance the appetite, soothe digestion and lift the spirit”. Resolutely traditional, Badoit knows how to reinvent itself; its bottles are increasingly elegant, and highlight this unique product. Choosing to enjoy Badoit fine bubbles means making each meal a special occasion.
Badoit’s slogan is “Badoit, bubbles of happiness since 1778”(Badoit, bulles de joie depuis 1778)
Lin Fu
Badoit’s slogan is “Badoit, bubbles of happiness since 1778”(Badoit, bulles de joie depuis 1778)
Lin Fu
Portfolio
- Badoit glass range in restaurants
- Badoit sparkling water
- Badoit bold sparkling version
- Badoit flavoured versions
- Badoit limited editions
Brand Positionning
Communication
|
|
|
|
As we can see on the different advertisings above, Badoit keeps focusing on Joy, Bubbles and Table. These three themes are the main identity of the brand.
Target audiences:
First, the brand needs to increase the sales not only in the upper class and sophisticated people group but also in the mass-market from 20 - 60 years old. They are the future consumers so it is important to reach them in terms of the long-term objectives, furthermore, the women are the heavier consumers than men so they should be targeted more and to increase their future consommation. The short-term objectives target the 40+ age group effectively, because after the baby-boom period, the 40+ age group are more numerous than ever and they have stronger purchase power than young people.
Target the youths:
Using celebrity: Movie star, singer, sport star and sponsor entertainment activities and sports.
Target the males:
Sports sponsorship, This kind of sponsorship can reach a extremely large target audience, because the sports events are followed by individual sports fans in the stadium and in front of TV.
Target the young adults:
Advertising in pubs and night clubs, young adults like to consume alcohol to release themself in these places after one day tried work or study.
Target the large audience:
Advertising in TV, Newspaper, Magazine, Cinema, Outdoor advertisement ( subway, highway, beltway, bus, taxi, led screen etc )
First, the brand needs to increase the sales not only in the upper class and sophisticated people group but also in the mass-market from 20 - 60 years old. They are the future consumers so it is important to reach them in terms of the long-term objectives, furthermore, the women are the heavier consumers than men so they should be targeted more and to increase their future consommation. The short-term objectives target the 40+ age group effectively, because after the baby-boom period, the 40+ age group are more numerous than ever and they have stronger purchase power than young people.
Target the youths:
Using celebrity: Movie star, singer, sport star and sponsor entertainment activities and sports.
Target the males:
Sports sponsorship, This kind of sponsorship can reach a extremely large target audience, because the sports events are followed by individual sports fans in the stadium and in front of TV.
Target the young adults:
Advertising in pubs and night clubs, young adults like to consume alcohol to release themself in these places after one day tried work or study.
Target the large audience:
Advertising in TV, Newspaper, Magazine, Cinema, Outdoor advertisement ( subway, highway, beltway, bus, taxi, led screen etc )
Marketing Mix
Price & Product:
BADOIT currently employs a pricing strategy of fast moving consumer goods in the Read-To-Drink sparkling mineral water industry.
BADOIT currently employs a pricing strategy of fast moving consumer goods in the Read-To-Drink sparkling mineral water industry.
Place:
Badoit has many distribution channels:
- Hypermarkets and Supermarkets (Leclerc, Auchan, Cora, Geant Casino, Intermarché, Carrefour, and so on)
- Convenience stores (Carrefour City, Monoprix, Franprix, and so on)
- Other channels: Total, Aeroport de Paris, SNCF, Relay, Sushi Shop, and so on.
Badoit has many distribution channels:
- Hypermarkets and Supermarkets (Leclerc, Auchan, Cora, Geant Casino, Intermarché, Carrefour, and so on)
- Convenience stores (Carrefour City, Monoprix, Franprix, and so on)
- Other channels: Total, Aeroport de Paris, SNCF, Relay, Sushi Shop, and so on.
Promotion:
BADOIT's promotions have focused on marketing their brand to a larger, mainstream audience.
Example with BADOIT EXPRESS Paris. The event was a unique and magical fine-dining experience orchestrated by BADOIT with the inspirational collaboration of Michelin-starred Chef Thierry Marx.
A Parisian commuter train was turned into the first pop-up fine-dining restaurant on the move. 400 unsuspecting passengers were given a gastronomic free 3-course Menu created by Chef Thierry Marx, accompanied with BADOIT sparkling water.
Lin Fu
BADOIT's promotions have focused on marketing their brand to a larger, mainstream audience.
Example with BADOIT EXPRESS Paris. The event was a unique and magical fine-dining experience orchestrated by BADOIT with the inspirational collaboration of Michelin-starred Chef Thierry Marx.
A Parisian commuter train was turned into the first pop-up fine-dining restaurant on the move. 400 unsuspecting passengers were given a gastronomic free 3-course Menu created by Chef Thierry Marx, accompanied with BADOIT sparkling water.
Lin Fu