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Harmonie Water: Refreshing the World Naturally – Case Solution

Harmonie Water is the second best-selling bottled water globally. The company's marketing director is looking into how to establish a global brand identity for its product. Based on the findings of Project Unify and Project Aqua, what has Comeau learned about building a global brand identity?

​John A. Quelch and John L. Teopaco Harvard Business Review ( 917527-PDF-ENG ) June 16, 2017

Case questions answered:

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.

• What factors should Comeau consider in deciding how much Harmonie’s brand identity and communications be standardized or customized? What should the roles of headquarters (corporate) and country managers be in Harmonie’s branding?

Not the questions you were looking for? Submit your own questions & get answers .

Harmonie Water: Refreshing the World Naturally Case Answers

From the case, it could be understood that Harmonie Water has a worldwide presence, sold in over 130 countries with sales of $7.1 billion in 2015, and was heavily advertised, with approximately $100 million dedicated to its purpose.

However, it cannot be termed a Global Brand. One of the attributing factors could be the brand not being able to stand out from the competition.

The Country Managers are in charge of the brand in their countries and have the freedom to make decisions on the marketing strategy to be followed in their respective countries.

As a result of this, the company gets positive results in some markets and not-so-good results in other markets. Hence, it is not the preferred brand there.

The below table taken from the case describes their marketing hits and misses:

Furthermore, to be considered a global brand, it should have standardization of its processes, strategies, and image. Thus, it is able to position itself in the minds of the consumers to such an extent that regardless of where in the world they are, they recognize and prefer consuming Harmonie Water.

Learnings from Project Unify and Project Aqua:

Project Unify was planned to identify the characteristics of different consumers associated with Harmonie, and Project Aqua had the perspective to use the results of Unify and try to that people either fall in revitalizing or in refined.

Prior to these projects, Comeau had the following perception about being a global brand:

The same positioning worldwide : he had the opinion that a constant and consistent market positioning provides functional features along with innovation when incorporated with an emotional appeal that would be the same positioning worldwide.

Concentration on single product category : The marketing director tries to focus on the standardization of operations on the production of premium water. He basically focused on a single product category.

The company name should be the brand name, and all advertising budget should be spent on Harmonie Water in order to develop a perceptual entity in the minds of consumers.

The following were some of the results of these two projects:

Revitalizing:

Consumers across all countries identified “taste” as a strong indicator but disagreed about the value of other attributes taken into account.

Most consumers agreed that special occasions would be appropriate for enjoying premium water and that portraying affluent individuals at such occasions would contribute to an image of refinement but disagreed about whether showing glamorous locales would make Harmonie Water seem more refined.

From these results, Comeau could have learned that…

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Harmonie Water: Refreshing the World Naturally

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Harmonie Water: Refreshing the World Naturally Case Solution & Answer

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Harmonie Water: Refreshing the World Naturally Case Study Solution

Introduction

Harmonie – one of the leading & global producers and sellers of bottled water all around the globe was founded in 1892. The company serves its product in its home country France and throughout the world. The most challenging competitors of the company are Pure Life by Nestle, CocaCola, Danone and PepsiCo. The marketing director of the company is pondering from the two studies of the project to evaluate how to create a brand identity through television advertising for Harmonie. Additionally, he should decide what attributes of the product are sufficiently more important across nations that they could be used for the international brand communication along with determining the degree of local customization he needs to allow as well as the roles of the country managers and headquarters are these communications.

Despite being the market leader, Antoine Comeau is confronted with the dilemma of building the global brand identity that would become the identity & provides a sustainable competitive advantage to the company. Additionally, the conflict between the managers of the country is rising because of the fact that building the global brand identity with a significant difference among the culture of a certain country is a daunting and challenging task to be done. Furthermore, Comeau needs to have in-depth knowledge and understanding of how to appeal to the target customers as well as how to position the brand in the market. He needs to also deal with the managers of the country who opposed to standardization.

Analysis & Strategy

The two task force was introduced by Harmonie Company i.e. Project Unify and Project Aqua. On one hand, the core reason behind proposing a team was to convey a consistent image of the company as “provider of best-class water” as well as capitalize on the broader awareness of the market. Also, the team aimed at highlighting “revitalizing” as well as “refined” because of the fact that the company was committed to & pride in producing high quality water.  On the other hand, Project Aqua was initiated by the company in the United Kingdom, France, brazil, Mexico, China and the United states with the core consideration of understanding that how the customers use these terms and how could the company capture their meaning in is the strategy of advertisement.

In addition to this, the market is categorized by high capital cost, economies of scale as well as a greater percentage of fixed cost to the total cost. Along with the high capital requirement, the new entrants need to know that the food and beverage industry is sensitive to brand identity, quality of the product, strong organizational culture and effective branding and advertisement strategy. The quality of the service & creating a world-wide brand is difficult for the new entrants due to the high competitive concentration. As the customer already built their preferences it would be challenging for the new entrants to create brand loyalty………………………….

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Harmonie Water: Refreshing the World Naturally Harvard Case Solution & Analysis

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Recommendation

The success of the campaign depends on the effective management of time and strong communication between the stakeholders. As the one size does not fit all globally, the company is recommended to use the in-market creative specialist for the purpose of creating the targeted content which in turn would resonate with the social groups the company is empathizing with in areas to which the company would be marketing.

With regard to the emerging issue within an organization, the best suggested strategy is the global standardization with the local adaptions. The things that should be changed by the company locally include language adaptation, legal guidelines related to the ingredients of the product. In addition to this, the company should use two themes refined and revitalizing that would have the right perception in the particular targeted market or country (Levitt, 2015). Additionally, the company should use seasonal packaging as it would enhance the customer preferences, drive incremental sales, and introduce new products, gain customers and giving an edge on its competition & an increased chance for customers to try the product. Furthermore, the company should use different television advertising campaigns to increase brand awareness, communication and sales within a specific market. The television campaign should implement the required goals and objectives (Singh, 2011).

In addition to this, the things which should remain similar when targeting international markets include the same color of the product on the packaging, social media advertisement as well as the same logo. Also, the company should focus on a personal approach i.e. emotional marketing and focusing on increasing the confidence of the customers. The company can distinguish itself from its competitors by embedding innovation in its product design. The product innovation should be the differentiation generic competitive strategy, which would allow the company to increase the market share via cutting edge technologies that tend to be integrated into designs of the products. Due to the product innovation and attractiveness, the company would be capable of expanding business operations into the new markets. The company should have a value-driven structure that would aim to provide premium propositions through frequent innovation in the product. The value proposition of the company should include innovation authenticity, performance and sustainability (Pisano, 2015).

The marketing director of the Harmonie Water is confronted with the dilemma of building the global brand identity that would become the identity & provides a sustainable competitive advantage to the company. The quality of the service & creating a world-wide brand is difficult for the new entrants due to the high competitive concentration. There is high price sensitivity in the market which means that the customer could reject buying products on the basis of the price because of the similarity of products. The food and beverage industry appears to be vulnerable to the intense rivalry between the market competitors because of the fact that the customers have a wider choice of products that are appealing, provides exceptional product and improves customer satisfaction. With regard to the emerging issue within an organization, the best suggested strategy is the global standardization with the local adaptions as it would enhance the customer preferences, drive incremental sales, and introduce new products, gain customers and giving an edge on its competition.............................

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Harmonie Water Refreshing the World Naturally Financial Analysis

The third step of solving the Harmonie Water Refreshing the World Naturally Case Study is Harmonie Water Refreshing the World Naturally Financial Analysis. You can go about it in a similar way as is done for a finance and accounting case study. For solving any Harmonie Water Refreshing the World Naturally case, Financial Analysis is of extreme importance. You should place extra focus on conducting Harmonie Water Refreshing the World Naturally financial analysis as it is an integral part of the Harmonie Water Refreshing the World Naturally Case Study Solution. It will help you evaluate the position of Harmonie Water Refreshing the World Naturally regarding stability, profitability and liquidity accurately. On the basis of this, you will be able to recommend an appropriate plan of action. To conduct a Harmonie Water Refreshing the World Naturally financial analysis in excel,

• Past year financial statements need to be extracted.
• Liquidity and profitability ratios to be calculated from the current financial statements.
• Ratios are compared with the past year Harmonie Water Refreshing the World Naturally calculations
• Company’s financial position is evaluated.

Another way how you can do the Harmonie Water Refreshing the World Naturally financial analysis is through financial modelling. Financial Analysis through financial modelling is done by:

• Using the current financial statement to produce forecasted financial statements.
• A set of assumptions are made to grow revenue and expenses.
• Value of the company is derived.

Financial Analysis is critical in many aspects:

• Decision Making and Strategy Devising to achieve targeted goals- to determine the future course of action.
• Getting credit from suppliers depending on the leverage position- creditors will be confident to supply on credit if less company debt.
• Influence on Investment Decisions- buying and selling of stock by investors.

Thus, it is a snapshot of the company and helps analysts assess whether the company's performance has improved or deteriorated. It also gives an insight about its expected performance in future- whether it will be going concern or not. Harmonie Water Refreshing the World Naturally Financial analysis can, therefore, give you a broader image of the company.

Harmonie Water Refreshing the World Naturally NPV

Harmonie Water Refreshing the World Naturally's calculations of ratios only are not sufficient to gauge the company performance for investment decisions. Instead, investment appraisal methods should also be considered. Harmonie Water Refreshing the World Naturally NPV calculation is a very important one as NPV helps determine whether the investment will lead to a positive value or a negative value. It is the best tool for decision making.

There are many benefits of using NPV:

• It takes into account the future value of money, thereby giving reliable results.
• It considers the cost of capital in its calculations.
• It gives the return in dollar terms simplifying decision making.

The formula that you will use to calculate Harmonie Water Refreshing the World Naturally NPV will be as follows:

Present Value of Future Cash Flows minus Initial Investment

Present Value of Future cash flows will be calculated as follows:

PV of CF= CF1/(1+r)^1 + CF2/(1+r)^2 + CF3/(1+r)^3 + …CFn/(1+r)^n

where CF = cash flows r = cost of capital n = total number of years.

Cash flows can be uniform or multiple. You can discount them by Harmonie Water Refreshing the World Naturally WACC as the discount rate to arrive at the present value figure. You can then use the resulting figure to make your investment decision. The decision criteria would be as follows:

• If Present Value of Cash Flows is greater than Initial Investment, you can accept the project.
• If Present Value of Cash Flows is less than Initial Investment, you can reject the project.

Thus, calculation of Harmonie Water Refreshing the World Naturally NPV will give you an insight into the value generated if you invest in Harmonie Water Refreshing the World Naturally. It is a very reliable tool to assess the feasibility of an investment as it helps determine whether the cash flows generated will help yield a positive return or not.

However, it would be better if you take various aspects under consideration. Thus, apart from Harmonie Water Refreshing the World Naturally’s NPV, you should also consider other capital budgeting techniques like Harmonie Water Refreshing the World Naturally’s IRR to evaluate and fine-tune your investment decisions.

Harmonie Water Refreshing the World Naturally DCF

Once you are done with calculating the Harmonie Water Refreshing the World Naturally NPV for your finance and accounting case study, you can proceed to the next step, which involves calculating the Harmonie Water Refreshing the World Naturally DCF. Discounted cash flow (DCF) is a Harmonie Water Refreshing the World Naturally valuation method used to estimate the value of an investment based on its future cash flows. For a better presentation of your finance case solution, it is recommended to use Harmonie Water Refreshing the World Naturally excel for the DCF analysis.

To calculate the Harmonie Water Refreshing the World Naturally DCF analysis, the following steps are required:

• Calculate the expected future cash inflows and outflows.
• Set-off inflows and outflows to obtain the net cash flows.
• Find the present value of expected future net cash flows using a discount rate, which is usually the weighted-average cost of capital (WACC).
• If the value calculated through Harmonie Water Refreshing the World Naturally DCF is higher than the current cost of the investment, the opportunity should be considered
• If the current cost of the investment is higher than the value calculated through DCF, the opportunity should be rejected

Harmonie Water Refreshing the World Naturally DCF can also be calculated using the following formula:

DCF= CF1/(1+r)^1 + CF2/(1+r)^2 + CF3/(1+r)^3 + …CFn/(1+r)^n

In the formula:

• CF= Cash flows
• R= discount rate (WACC)

Harmonie Water Refreshing the World Naturally WACC

When making different Harmonie Water Refreshing the World Naturally's calculations, Harmonie Water Refreshing the World Naturally WACC calculation is of great significance. WACC calculation is done by the capital composition of the company. The formula will be as follows:

Weighted Average Cost of Capital = % of Debt * Cost of Debt * (1- tax rate) + % of equity * Cost of Equity

You can compute the debt and equity percentage from the balance sheet figures. For the cost of equity, you can use the CAPM model. Cost of debt is usually given. However, if it isn't mentioned, you can calculate it through market weighted average debt. Harmonie Water Refreshing the World Naturally’s WACC will indicate the rate the company should earn to pay its capital suppliers. Harmonie Water Refreshing the World Naturally WACC can be analysed in two ways:

• From the company's perspective, it can be analysed as the cost to be paid to the capital providers also known as Cost of Capital
• From an investor' perspective, if the expected return on the investment exceeds Harmonie Water Refreshing the World Naturally WACC, the investor will go ahead with the investment as a positive value would be generated.

Harmonie Water Refreshing the World Naturally IRR

After calculating the Harmonie Water Refreshing the World Naturally WACC, it is necessary to calculate the Harmonie Water Refreshing the World Naturally IRR as well, as WACC alone does not say much about the company’s overall situation. Harmonie Water Refreshing the World Naturally IRR will add meaning to the finance solution that you are working on. The internal rate of return is a tool used in investment appraisal to calculate the profitability of prospective investments. IRR calculations are dependent on the same formula as Harmonie Water Refreshing the World Naturally NPV.

There are two ways to calculate the Harmonie Water Refreshing the World Naturally IRR.

• By using a Harmonie Water Refreshing the World Naturally Excel Spreadsheet: There are in-built formulae for calculating IRR.

IRR= R + [NPVa / (NPVa - NPVb) x (Rb - Ra)]

In this formula:

• Ra= lower discount rate chosen
• Rb= higher discount rate chosen
• NPVa= NPV at Ra
• NPVb= NPV at Rb

Harmonie Water Refreshing the World Naturally IRR impacts your finance case solution in the following ways:

• If IRR>WACC, accept the alternative
• If IRR<WACC, reject the alternative

Harmonie Water Refreshing the World Naturally Excel Spreadsheet

All your Harmonie Water Refreshing the World Naturally calculations should be done in a Harmonie Water Refreshing the World Naturally xls Spreadsheet. A Harmonie Water Refreshing the World Naturally excel spreadsheet is the best way to present your finance case solution. The Harmonie Water Refreshing the World Naturally Calculations should be presented in Harmonie Water Refreshing the World Naturally excel in such a way that the analysis and results can be distinguished to the viewers. The point of Harmonie Water Refreshing the World Naturally excel is to present large amounts of data in clear and consumable ways. Presenting your data is also going to make sure that you don't have misinterpretations of the data.

To make your Harmonie Water Refreshing the World Naturally calculations sheet more meaningful, you should:

• Think about the order of the Harmonie Water Refreshing the World Naturally xls worksheets in your finance case solution
• Use more Harmonie Water Refreshing the World Naturally xls worksheets and tables as will divide the data that you are looking at in sections.
• Choose clarity overlooks
• Keep your timeline consistent
• Organise the information flow
• Clarify your sources

The following tips and bits should be kept in mind while preparing your finance case solution in a Harmonie Water Refreshing the World Naturally xls spreadsheet:

• Avoid using fixed numbers in formulae
• Avoid hiding data
• Useless and meaningful colours, such as highlighting negative numbers in red
• Label column and rows
• Correct your alignment
• Keep formulae readable
• Strategically freeze header column and row

Harmonie Water Refreshing the World Naturally Ratio analysis

After you have your Harmonie Water Refreshing the World Naturally calculations in a Harmonie Water Refreshing the World Naturally xls spreadsheet, you can move on to the next step which is ratio analysis. Ratio analysis is an analysis of information in the form of figures contained in the financial statements of a company. It will help you evaluate various aspects of a company's operating and financial performance which can be done in Harmonie Water Refreshing the World Naturally Excel.

To conduct a ratio analysis that covers all financial aspects, divide the analysis as follows:

• Liquidity Ratios: Liquidity ratios gauge a company's ability to pay off its short-term debt. These include the current ratio, quick ratio, and working capital ratio.
• Solvency ratios: Solvency ratios match a company's debt levels with its assets, equity, and earnings. These include the debt-equity ratio, debt-assets ratio, and interest coverage ratio.
• Profitability Ratios: These show how effectively a company can generate profits through its operations. Profit margin, return on assets, return on equity, return on capital employed, and gross margin ratio is examples of profitability ratios.
• Efficiency ratios: Efficiency ratios analyse how efficiently a company uses its assets and liabilities to boost sales and increase profits.
• Coverage Ratios: These ratios measure a company's ability to make the interest payments and other obligations associated with its debts. Examples include times interest earned ratio and debt-service coverage ratio.
• Market Prospect Ratios: These include dividend yield, P/E ratio, earnings per share, and dividend payout ratio.

Harmonie Water Refreshing the World Naturally Valuation

Harmonie Water Refreshing the World Naturally Valuation is a very fundamental requirement if you want to work out your Harvard Business Case Solution. Harmonie Water Refreshing the World Naturally Valuation includes a critical analysis of the company's capital structure – the composition of debt and equity in it, and the fair value of its assets. Common approaches to Harmonie Water Refreshing the World Naturally valuation include

• DDM is an appropriate method if dividends are being paid to shareholders and the dividends paid are in line with the earnings of the company.
• FCFF is used when the company has a combination of debt and equity financing.
• FCFE, on the other hand, shows the cash flow available to equity holders only.

These three methods explained above are very commonly used to calculate the value of the firm. Investment decisions are undertaken by the value derived.

Harmonie Water Refreshing the World Naturally calculations for projected cash flows and growth rates are taken under consideration to come up with the value of firm and value of equity. These figures are used to determine the net worth of the business. Net worth is a very important concept when solving any finance and accounting case study as it gives a deep insight into the company's potential to perform in future.

Alternative Solutions

After doing your case study analysis, you move to the next step, which is identifying alternative solutions. These will be other possibilities of Harvard Business case solutions that you can choose from. For this, you must look at the Harmonie Water Refreshing the World Naturally case analysis in different ways and find a new perspective that you haven't thought of before.

Once you have listed or mapped alternatives, be open to their possibilities. Work on those that:

• need additional information
• are new solutions
• can be combined or eliminated

After listing possible options, evaluate them without prejudice, and check if enough resources are available for implementation and if the company workforce would accept it.

For ease of deciding the best Harmonie Water Refreshing the World Naturally case solution, you can rate them on numerous aspects, such as:

• Feasibility
• Suitability
• Flexibility

Implementation

Once you have read the Harmonie Water Refreshing the World Naturally HBR case study and have started working your way towards Harmonie Water Refreshing the World Naturally Case Solution, you need to be clear about different financial concepts. Your Mondavi case answers should reflect your understanding of the Harmonie Water Refreshing the World Naturally Case Study.

You should be clear about the advantages, disadvantages and method of each financial analysis technique. Knowing formulas is also very essential or else you will mess up with your analysis. Therefore, you need to be mindful of the financial analysis method you are implementing to write your Harmonie Water Refreshing the World Naturally case study solution. It should closely align with the business structure and the financials as mentioned in the Harmonie Water Refreshing the World Naturally case memo.

You can also refer to Harmonie Water Refreshing the World Naturally Harvard case to have a better understanding and a clearer picture so that you implement the best strategy. There are a number of benefits if you keep a wide range of financial analysis tools at your fingertips.

• Your Harmonie Water Refreshing the World Naturally HBR Case Solution would be quite accurate
• You will have an option to choose from different methods, thus helping you choose the best strategy.

Recommendation and Action Plan

Once you have successfully worked out your financial analysis using the most appropriate method and come up with Harmonie Water Refreshing the World Naturally HBR Case Solution, you need to give the final finishing by adding a recommendation and an action plan to be followed. The recommendation can be based on the current financial analysis. When making a recommendation,

• You need to make sure that it is not generic and it will help in increasing company value
• It is in line with the case study analysis you have conducted
• The Harmonie Water Refreshing the World Naturally calculations you have done support what you are recommending
• It should be clear, concise and free of complexities

Also, adding an action plan for your recommendation further strengthens your Harmonie Water Refreshing the World Naturally HBR case study argument. Thus, your action plan should be consistent with the recommendation you are giving to support your Harmonie Water Refreshing the World Naturally financial analysis. It is essential to have all these three things correlated to have a better coherence in your argument presented in your case study analysis and solution which will be a part of Harmonie Water Refreshing the World Naturally Case Answer.

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Evaluating the impact of hotel classification on pool water consumption: a case study from costa brava (spain).

1. Introduction

2. literature review, 3. materials and methods, hotel classification and its impact on pool water consumption.

• Latitude: 41°54′42″ N (41.91166667°)
• Longitude: 2°45′48″ E

4.1. Concentration of Resources in Areas of High Tourist Density

4.2. impact of hotel category on water use, 4.3. environmental and policy implications, 4.4. wider implications for sustainable tourism, 5. discussion, 6. conclusions, author contributions, data availability statement, conflicts of interest.

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Arimany-Serrat, N.; Gomez-Guillen, J.-J. Evaluating the Impact of Hotel Classification on Pool Water Consumption: A Case Study from Costa Brava (Spain). Water 2024 , 16 , 2658. https://doi.org/10.3390/w16182658

Arimany-Serrat N, Gomez-Guillen J-J. Evaluating the Impact of Hotel Classification on Pool Water Consumption: A Case Study from Costa Brava (Spain). Water . 2024; 16(18):2658. https://doi.org/10.3390/w16182658

Arimany-Serrat, Núria, and Juan-Jose Gomez-Guillen. 2024. "Evaluating the Impact of Hotel Classification on Pool Water Consumption: A Case Study from Costa Brava (Spain)" Water 16, no. 18: 2658. https://doi.org/10.3390/w16182658

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