Harmonie Water Refreshing the World Naturally Case Solution

1. Is Harmonie Water a global brand? Why or why not? Based on the findings of Project Unify and Project Aqua, what has Comeau learned about building a global brand identity?

Harmonie water undergoes a detailed process to ensure the quality of water that is supplied to the consumers. According to the case study, Harmonie water has established itself in over 130 countries where it was able to make sales of $7.1 billion. The company has spent around $100 million for advertising purposes. table 2 in the case study shows the water consumption of Harmonie in 2015 in different regions. The company has the highest market of 8.2% in the Asia Pacific and the highest PCC (Gallons) of 1.44 in Western Europe. Moreover, in France, the company held the second position with a market share of 8.5%. thus, by considering these factors It can be analyzed that Harmonie water is a global brand. 

A conflict arose between Comeau and the managers of other countries regarding whether they should be focusing on local markets or going for a local brand. Therefore, two projects were developed to overcome the conflict Project Unify, particularly focused on identifying the consumer characteristics linked with Harmonie. Project Aqua focused on using the results of the project unify and to identify that consumers were more towards refined or revitalizing. Before the lessons learned by Comeau, there were certain perspectives that a particular brand should have. A similar market positioning. Comeau had an opinion that if a company adopts a consistent and constant positioning strategy it can give a functional feature and an innovation when it is used and linked with the emotional appeal. Such a strategy would be the same around the world. Focusing on one category of product. The focus of the marketing director is on the operations of products that are standardized such as the production of premium water. An advertising budget should be spent on a company name which should also be a brand name. such spending on Harmonie water help to develop an entity of the brand in the consumer's minds.