-First, champagne is a very subjective matter of taste, our customers have an emotional report to the brand.
-Indeed, one of the main values of La Grande Dame is "inspiring legacy"- in other words this means that our history is not a weight, but more like an asset of our communication strategy. For example, Madame Clicquot was:
-a mythical figure
-an outstanding personality,
-with a daring senses of innovation are the qualities that the brand wants to still embody.
-That's why we must see our communication to the champagne, as the pedestal is the King.
-Moreover, in the houses of champagne, in fact it is the product that dictates its rules to the market - and not the opposite.
-Champagne brand communication must remain faithful to its prestigious tradition while expanding the target of its consumers.
Consumers of luxury:
They want to buy luxury Champagne that best represents their social class (upper class) and tastes. Through them we can define our core target:
- Man from the upper class with a good job and revenue; 35-55 years old; he loves high quality product and wants to share it with others during cocktails. They already tried Dom Perignon ,Taittinger or Ruinart brands. Thanks to them this
champagne will stay trendy.
using our reader.