Added value makes a difference

If a company is involved in the mineral water business, it is likely to take its mission seriously and fight hard for its market position. The HoReCa channel requires an even stronger sense of fulfilling a mission, since prices are higher than in the retail sector.
The full product range of Kékkúti Ásványvíz Zrt. is present in the HoReCa market. Theodora carbonated and carbon-free mineral water in 0,33 litre and 0,7 litre bottles are the most popular.. One of the other brand two brands distributed, Nestlé Aquarel spring water is mainly consumed in fitness centres and gyms, while the third brand, Perrier is sold in premium quality bars and restaurants.
The product range of Kékkút is compiled to reflect consumer needs as closely as possible. They believe in innovation being the key to long term success and introduce a new product every year. This helps to maintain their market leading position. Since consumers are served through partners, a number of attractive promotions, with tools like sun shades and glasses are aimed at their partners all round the year.
– We will focus on promoting of our Perrier products this year – says Zoltán Dorn. We have started working with a company specialising in training bartenders in both classical and flair styles. We are going to organise promotions and flair shows in bars to promote Perrier cocktails, since cocktails are the trend now.
The Hungarian mineral water market is expanding so rapidly that present consumption of 75-80 litres per year can double within ten years. There is definitely a trend favouring natural waters instead of carbonated soft drinks and alcohol. Sales of Theodora grew by 35 per cent in 2006, while that of Nestlé Aquarell were up by 48 per cent. Perrier is a brand with a premium image and price, sold in top of the market bars, restaurants and hotels.
Coca-Cola Magyarország is present in the HoReCa segment with NaturAqua natural mineral water products. They have visited over 3800 bars and restaurants during their Secret Consumer promotion for bartenders and handed out a total of 2,317 instant prizes for bartenders and owners. Their extremely wide product range allows bar owners to buy almost everything, including mineral water form a single supplier.
– We recommend NaturAqua in 0,25 litre returnable and 0,33 litre non-returnable bottles for restaurants – says Márk Somogyi, brand manager. We have an initiative called “perfect service” for partner HoReCa businesses, where chilled NaturAqua is served with a slice of lemon, in a branded glass. – he adds.
– Our primary objective is to be present in the top segment of the restaurant business with Evian nation-wide – says Amanda Farkas, brand manager of Zwack Unicum Nyrt. It is not easy to be visible in top of the market hotels and restaurants, since they do not use branded tableware generally. Evian is the most expensive and prestigeus carbon-free mineral water in the Hungarian market, sold in 0,33 litre PET and 0,25 litre glass bottles.