-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.
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