The Deutz house and the market of the champagne (2007)
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Since 1838, the champagne house Deutz has delivered products of excellent traditional quality products that have an expertise and value of their own. The house has an elite clientele that is affluent and demanding and seeks to retain the same.
Despite its small size, the evolution of Deutz has never faced decline. The house achieved a turnover of 34 000 000 euros or about 2% of sales among the four largest groups of champagne. Deutz was able to remain on the market in response to the ten major groups that hold 80% of the market share. Since 2000, the champagne market has been very buoyant.
Today, the issue is whether Deutz continues its lineage or if the house is planning to impose more heavily on the market. At a time when the champagne market is booming, to what extent can Deutz grow while retaining its customers and its positioning in place?
The Champagne is a sparkling wine that is associated with luxury and holidays. It is named after the Champagne region, located northeast of France. The champagne has acquired the AOC end, an area of 34,000 hectares in 1927.
Champagne comes in four families, champagnes body, heart, mindand soul. It is mainly based product chardonnay, pinot noir and pinot meunier.
The champagnes are in high demand (except Switzerland) and its market is booming.
Market participants more recently took some steps in order to protect their product champagne. In 1904, the law defines geographically the vineyards of Champagne, which is the only place where a champagne can be designed if it is to be recognized as such.
The creation of the concept of AOC (AOC), which takes place in 1935, enables producers to certify champagne consumers the quality of the product they offer, and they are the only ones able to offer .
Despite all these measures, counterfeiting remains a problem because the champagne market regularly, there is traffic that matches a name of abuse.
Bottles of sparkling wine of poor quality are sold under the name "champagne" while only producers can use the name , and although a union has been producing champagne since1884, which is for them a kind of collective heritage.
Some brands of champagne have a position similar to that of Deutz on the market. That is to say they charge a tariff policy which is practically equivalent to that of Deutz, their distribution channels are the same, and the image they convey through their communication.
Bruno Paillard houses, Ruinart seem to be the closest competitors of Deutz, since their prices are the same (1 or 2 euros approximately).
Champagne Laurent Perrier is a bit cheaper than Deutz, but retains an image of quality and brand just as classic.
The Marquis de Pomereuil is a champagne that has a truth not going against the fine. It has a structure that gives it a great value.
Delamotte Champagne produced by Champagne house has a large expertise dating back over two centuries, making it the fifth oldest house of Champagne producer in France.
Deutz brand offers a wide selection of champagnes and an attractive quality / price ratio . On the market, Deutz has a premium positioning, but remains accessible to many consumers.
Tags: Champagne market, Deutz brand, counterfeiting