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Moët & Chandon Champagne - Marketing Analysis
Transcript of Moët & Chandon Champagne - Marketing Analysis
Part of the famous luxury group in the world : LVMH Group
The oldest Champagne house : for 268 years
Leader on the champagne market : 25% of market share
The biggest vineyard and the largest cellar in Champagne
I. Market segment
I . Market segment
II . Mix marketing
III . SWOT analysis
Fashion - Haute Couture
Watches - Jewellery
Leather goods - Perfumery
8.9% increase of sales
319,5 million of bottles
€ 4 billion
Veuve Cliquot (LVMH)
Boizel Chanoine Champagne
II. Mix marketing
Luxury product = high price
Fine way of producing
III. SWOT analysis
Luxury brand well established
Good health of luxury sector
Production depends of seasons
Need to have a lot of stock which is expensive
Seasonality of sales
Close relations with customers
Potential in China
Distribution in clubs
Policy of environment protection
Brand image getting older
Over representation of the brand
Thank you for your attention !