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Veuve Clicquot Ponsardin in "Wines and Champagne" market

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About the document

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documents in English
case study
15 pages
General public
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  1. Introduction
    1. Veuve Clicquot company
    2. The SWOT analysis
    3. The four P's concerning La Grande Dame
  2. The competitors and their positioning
    1. Direct competitors
    2. Indirect competitors
  3. The Media Strategy
    1. The mix communication
    2. The Copy Strategy
    3. Plan Media
    4. Relationship Plan

Champagne belongs to the "Wines and Champagne" market. This market is constituted of numerous actors which are the wine growers, the Houses of Champagne and the cooperatives. These actors are at the same time suppliers and competitors on the Champagne industry but also on the grape industry, the main raw material used in the production of this luxury product. In 2004, more than 300 million bottles of champagne were marketed in the world for an amount about 3.6 billion Euros. Contrary to the French wine market, the industry of the champagne was concentrated very early. In 2004, 82 % of the turnover of the sector was realized by the ten biggest groups. This proportion was already around 84% in 1990. Among ten major actors, four groups which are quoted on the stock exchange, distinguish themselves and realize half of the sales in value: LVMH Champagne which dominate, in France, the Champagne industry, Vranken-Pommery, Lanson and Laurent-Perrier.

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