Egekildes værdikæde: Markedsføring
22. Oct 2007 10:46, Casper Poulsen
Egekilde er blevet markedsført i stor stil af reklamebureauet BBDO og der er både blevet vist flere tv reklamer og mange andre former af reklame. Royal Unibrew har brugt betydelige omkostninger på introduktionen af Egekilde; faktisk så mange penge at koncernen peger på, at det har været den væsentligste grund til at Royal Unibrew havde resultatunderskud i første halvår af 2006. Royal Unibrew vurderer selv, at de cirka har brugt 10 millioner på introduktionen af Egekilde. Den store reklame indsats betyder for forbrugerne at det er blevet mere velset at drikke vand fra Egekilde. Dette skyldes at Egekilde har fået et godt image hos befolkningen i Danmark.
I min næste blog vil jeg skrive om det sidste trin i Egekildes værdikæden, nemlig salg.
22. Oct 2007 10:53
Hmmm ... Nu bliver jeg da godt nok nysgerrig, og spørger måske om noget, som jeg ikke har forstand på. Men skal forbrugeren ikke inddrages i værdikæden. Jeg tænker på, at vedkommendes bidrag er at købe og konsumere produktet. Hvis vedkommende fx er utilfreds (af hvad årsag det nu måtte være), så brydes værdikæden i følge min definition.
Eller i klart sprog: Den tilfredse kunde er essentiel for at sikre et godt produkt. :-)
22. Oct 2007 11:11
Når man udvikler et produkt har man typisk en fokusgruppe, som svarer til ens målgruppe, hvor man derigennem kan få svar på, om produktet vurderes at kunne få et godt salg på markedet. Så jo, på en måde burde forbrugeren inddrages i værdikæden, men på den anden side beskriver man bare alle de elementer som skaber værdi for kunden, lige fra produktudvikling til salg. Når jeg siger skaber værdi mener jeg at kunden er villig til at betale en merpris for varen.
Det betyder at når man som virksomhed optimere ens værdikæde, på forhånd godt ved hvad der betyder meget for ens potientielle målgruppe.
Når man så laver fx en reklamefilm bliver den testet af de segmenter man har valgt at satse på som målgruppe, men det er ikke noget man inddrager i en værdikæde.
Jeg håber at det gav svar på dit spørgsmål :)
22. Oct 2007 12:40
Oki ... 10-4:)
Hmmm ... Nu er det jo en særdeles målbar værdi, der bliver defineret her. Fordelen er selvfølgelig, at den netop er let at definere: 'Jeg synes dit produkt er mere værd, derfor betaler jeg mere.'
Men, hvordan med de såkaldte bløde værdier, som der giver sig udslag i Havelaar-konceptet og spørgsmålet om økologiske produkter? Er der noget, der er indplaceret i værdikæden, som en selvstændig faktor?
10. Nov 2007 11:56
hhahahhaa.. det er satme stivt der her ;) fisse mayn
17. Nov 2007 08:32
Mærkeligt at man kan sælge grundvand så dyrt. Der er noget med at Egekilde vil retsforfølge alle, der påstår dette, som dokumenteret af DR 10. december 2006.
Well, jeg har haft påstanden liggende et år i min blog - uden at Egekilde har reageret. Ej heller på http://alanius.smartlog.dk/egekilde.html - sådan er der så meget!
22. Nov 2007 23:58
Vil Egekilde sagsøge alle dem som påstår at man kan sælge grundvand dyrt?
3. Sep 9555 12:00
Egekilde smager da ok, men det er bare ikke alle pengene værd synes jeg, men det er måske os bare mig ;)
11. Mar 2008 19:03
Egekilde har ikke en markedsandel som du skriver. Ring lige til Nielsen og få de rigtige tal. Iflg. Nielsens analysebureau, der indeholder salgstal fra hele detailhandelen havde Egekilde i 2007 i alle butikskæder ekskl. Aldi og Lidl 4% og i 2006 havde de 3% målt på antal liter! De ligger på en 6. plads!Så de har vist bildt dig noget ind! Husk at undersøge alt inden du kaster dig ud i en afhandling....den er skrevet på et falsk grundlag.
2. May 2008 14:40
Jeg ved ikke om du, Allan Felt, har nærlæst det jeg har skrevet. Mine oplysninger har jeg hentet fra Euromonitor, hvilket er et af de mest troværdige virksomheder der udbyder branche statestikker. Markedsandelen er regnet i procent af Danmarks samlede salg af kildevand i 2007, og IKKE antal liter.
2. May 2008 15:29
I detailhandel og salg ud af butik er der ingen tal der er mere valide end Nielsen. Euromonitor baserer deres tal på interview af kunder, der forlader butikken. Nielsens tal er tal taget direkte fra "kasseapparatet". Så mon ikke Nielsens tal er de mest valide. Du må tilbage på bænken min ven. Ingen anvender Euromonitor når man udregner sine markedsandele i detailhandlen.
2. May 2008 15:47
okay... det var jeg ikke klar over...
2. May 2008 19:23
helt ok...jeg har været i branchen i 21 år og kender lidt til hvad der sker...Egekilde er desværre ikke de mest troværdige hverken omkring produktets kvalitet eller markedsføringsmæssigt. Kvalitetsmæssigt fragtes produktet i tankvogn til et tapperi i Brande og aftappes herefter på flasker, der indeholder op til 20-30% mere plast end en Aqua d'or flaske gør! Ikke just noget godt CO2 regnskab for dette produkt!
Aqua d'or aftappes direkte fra kilden i flasker der blæses umiddelbart inden aftapning.
Aqua d'or kilden ligger beskyttet ca. 150-60 meter under jordens overflade i modsætning til Egekilde, der aftappes min. 100 meter højere oppe...
Blot lidt baggrunds info.
Carlsberg kildevæld er aftappet fra "en kilde", der sjovt nok lå lige ved siden af en tom fabrik i Saltum. Vandet er så også det samme som postevandet man har i Saltum...
Aqua d'or er fundet og herefter har vi bygget en moderne fabrik ca. 3-4 kilomter fra kilderne, der ligger beskyttet 150-160 meter nede. Bl.a. findes der 45 meter massivt lerlag, der ikke lader så meget som en regndråbe komme igennem.
Fortsat god weekend...
Allan Feldt
7. May 2008 19:40
Godt at få lidt insiderviden fra manden bag Aqua d'Or.
Har gennem Aqua d'Or forsøgt at få fat i en print ad for aqua d'or, men jeg får ikke nogen svar på mine henvendelser til jeres kontakt service på hjemmesiden. Er det evt. noget du kan hjælpe med?
9. May 2008 12:31
Allan Feldt, din kommentar er interessant.
Dine udsagn om at Aquador er produceret meget socialt ansvarligt, stemmer også overens med Aquadors CSR strategi, med bl.a. at støtte Kræftens Bekæmpelse,afsendelse af 60.000 flasker til Sydøstasien og donation til StopSultFonden. Har du nogen konkrete beviser for at Egekildes flaske indeholder 20-30 % mere plast end Aqaudors flaske?
Du skriver at Egekilde fragter deres vand i tankvogn til Brande, hvilket er dårligt for miljøet. Jeg undrer mig over hvor godt det var for miljøet, da Aquador afsendte 60.000 flasker mineralvand til Sydøstasien?
Jeg har læst på jeres hjemmeside (Aquador.dk), at mineralvand er sundere for kroppen, idet det har været helt uberørt fra det moderne samfund. Helt overordnet, mener du så at man som sund dansker bør substituere postevand med mineralvand?
Min e-mail er capo07ab@student.cbs.dk , såfremt du ønsker at tilsende mig materialer, beviser mm.
God weekend
Casper Frank Poulsen
3. Sep 6656 12:10
Casper Frank Poulsen,
Tak for dit indlæg. Jeg vil her prøve at svare kort.
Vi har vejet alle flasker på markedet. Du er velkommen til at efterprøve.
WHO bad os om hjælp. Beklager at du tager det ilde op, men jeg er sikekr på at det var en hjælp i nøden da det skete,og måske skulle miljøhippierne lige tage en "slapper" når det trods alt redder liv! Du rejser vel også selv på flyferie eller blot med fly en gang i mellem....?
Man behøver ikke substituere postevand med kildevand. Vi kommunikerer aldrig at vi er bedre end postevand. Men det er et frit land vi lever i og hvis man gerne vil drikke noget der er testet for bla. 101 pesticider, tappet fra en beskyttet kilde etc. så er Aqua d'or et godt alternativ til alt andet. Vi betragter os som en læskedrik og som sådan et sundt alternativ til bl.a. sodavand og andre søde, farvefyldte drikke. Vi tror på at vi har fået danskerne til at drikke mere vand og det er vores mål.
Mvh og god weekend
Allan Feldt
13. May 2008 10:38
Allan Feldt, tak for dit svar.
Personligt er jeg ikke i tvivl om at Aquadors donation af de 60.000 vandflasker har gavnet. Men jeg forholder mig undrende over at Aquador ikke blot valgte at købe vand i et af nabolandene, idet jeg formoder at det både ville være billigere og medfører en hurtigere hjælp.
Jeg ville selv vælge Aqaudor, hvis jeg var en skeptisk politisk forbruger. Dette er grundet i at Royal Unibrew, som står bag Egekilde, kun sponsere sport og festivaler. Carlsberg støtter både kræftens bekæmpelse og rent vand projekt i Malawi. Men eftersom at Carlsbergs Kildevæld flaske indeholder mere plast end Aquador, ville valget være Aquador. Valget er også grundet i, at Aquador fokusere på bæredygtighed, og de sponserer i meget højere grad socialt ansvarligt i stedet for at sponsere på et rent økonomisk niveau, hvilket er tilfældet når man sponsere fodbold mm.
Jeg undrer mig over at Aqaudor ikke har pant på deres flasker? Er det ikke muligt?
Med venlig hilsen
Casper Frank Poulsen
13. May 2008 20:18
Kære Casper,
Tak for dine spørgsmål og jeg er naturligvis glad for at du vælger Aqua d'or. Vi er igang med at opnå en ISO 14001 miljøcertificering og har netop besluttet at købe alt vores energi fra vind og vandkraft. Det er væsentligt dyrere, men for at være miljø- og CO2 venlige gør vi det alligevel.
Vi har igennem de seneste 5 år søgt om at få pant på flaskerne. Både ved at skrive til SKAT og Miljøministeriet. Det er nu efterhånden ved at lykkes og panten bliver indført senere i år.
De 60.000 WHO flasker kom afsted via en opringning fra WHO og når WHO ringer, følger vi blot de ønsker som WHO har. Vi betragter jo netop WHO som de der bedst kan afgøre hvorledes hjælpen kommer bedst og hurtigst frem. Tror faktisk at det var vand til medarbejdere i WHO, således at disse ikke blev dehydrede og syge. Vi gjorde det alene for at hjælpe og intet andet. Så vi stillede ikke særligt mange spørgsmål, idet vi som nævnt ikke er eksperterne i nødhjælp.
Håber dette er svar nok.
Mange hilsner
Allan Feldt
15. May 2008 19:21
Allan Feldt, dine oplysninger har været så interessante at jeg har valgt at blogge lidt om Aquador, Egekilde og Carlsbergs vand produkter i et blogindlæg. Jeg har prøvet at se på hvor socialt ansvarlige disse virksomheder er.
Jeg går ud fra at det er i orden at jeg bruger de oplysninger du har skrevet som kommentarer, hvis ikke, så kontakt mig på capo07ab@student.cbs.dk
15. May 2008 19:36
Jeg har ikke noget problem med at du skriver sandheden....
Hilsner
Allan Feldt
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