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Veuve Clicquot Ponsardin in "Wines and Champagne" market

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documents in English
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case study
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15 pages
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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.

[...] This tendency can be explained by the fact that the French economy is not so good and consumers are careful, or by a market tendency. But this tendency seems to be common among consumers and Champagne brands have to be careful. It is important to underline that those two competitors are very important because the market tendency is towards sparkling wine. Keeping in mind that not only sparkling wines are important to consumers but also luxury traditional wines, and since a very long time, it is a challenge for luxury Champagne. [...]


[...] The packaging is different for every kind of wine and there is always a change in packaging for special events like Christmas. The offer is important and gives the customer more choices. Here is a list of comparable actions that luxury and standard brands have undertaken: January For the Saint Valentine day, Nicolas Feuillat changed his 2005 vintage 1998 with a new design created by the stylist Stella Cadente. The restorers took part in the operation. Décember 2004 Piper Heidsieck sold its Brut Rosée sauvage in a bag made of satin Pommery made a new design for its champagne Pop thanks to the designer Maurizio Galante. [...]


[...] Here are some important events that have been organized between 2004 and 2005 Brands Opération Mumm Sponsor of the Rally Monte-Carlo Moet et Chandon Louis Vuitton Cup et America's cup Lancôme Trophy Ruinart European Ruinard Trophy Louis Roederer French National Library mecenat Taittinger International cup Pierre Taittinger Veuve Clicquot Veuve Clicquot Trophy of the best businesswoman of the year As we can see all this luxury brands are associate to important celebrations. Those celebrations give the brands the possibility to show them in very private and elegant meetings with society men. [...]

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