FRANCE: WAYS TO CLARIFY THE WATER DEPARTMENT

Article Abstract:

There are several recommendations to bring order to the bottled water department in French stores. Perrier-Vittel recommends arranging them according to the size of the bubbles, from the smallest to the biggest. Neptune recommends organising bottled water according to the mineral content, and arranging sparkling water according to how it is drunk - for festive occasions, waters relieve physical problems, etc. Neptune also suggests putting signs in the department with small signs on shelves to indicate the principal characteristics of each type of water. Ultimately the proliferation of sizes - 50 centilitre, one-litre, a litre and 25 centilitres, a litre and a half, two litre and five litre sizes - will require a shelf organisation according to size.

Comment:

Recommends organising bottled water according to the mineral content, and arranging sparkling water according to how it is drunk

Marketing procedures

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FRANCE: COURMAYER AND VICHY EXCEED TARGETS

Article Abstract:

Vichy-Fraise and Vichy-Citron have already exceeded their initially-set objectives on the flavoured water market. According to Thierry Boide, president of Neptune, sales of Vichy-Fraise already represent 3.5mn 25 cl bottles, and sales of Vichy-Citron are expect to double that figure since this flavour is more popular than strawberry. Courmayeur has sold 27mn 1.5-litre bottles in the first eight months after it was launched; its goal was 30mn bottles for its first year. The Neptune group is opposed to adding different sizes. It thinks that it is better for retailers to have several brands rather than several sizes. Mr Boide says that is why Courmayeur water will not be introduced in other formats.

Sales & consumption, Bottled and canned soft drinks

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FRANCE: VERNET MINERAL WATER AT INTERMARCHE

Article Abstract:

Intermarche, the French retail group, has introduced Vernet naturally sparkling mineral water under its brand. It is guaranteed to contain no nitrates nor phosphates. It is priced at FFr 3.30 for a 1.25-litre blue plastic bottle.

Product introduction, Supermarkets and Other Grocery (except Convenience) Stores, Supermarkets, Intermarche

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