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Moët & Chandon Champagne - Marketing Analysis

Description of an original marketing strategy by focus on the Möet & Chandon Company
by

Romain Rebour

on 7 October 2013

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Transcript of Moët & Chandon Champagne - Marketing Analysis

Marketing analysis of a luxury brand
Introduction
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
Summary
I . Market segment
Luxury market
Champagne market
Competitors

II . Mix marketing
Place
Price
Product
Promotion

III . SWOT analysis
Internal analysis
External analysis
Luxury market
Champagne market
Competitors
Luxury market
Gourmet food
Fashion - Haute Couture
Watches - Jewellery
Leather goods - Perfumery
Champagne market
14 companies
8.9% increase of sales
319,5 million of bottles
€ 4 billion
Competitors
Veuve Cliquot (LVMH)
Rémy Cointreau
Boizel Chanoine Champagne
Mumm
Place
Price
Product
Promotion
II. Mix marketing
Place
Quality
Quantity
Price
Luxury product = high price
Fine way of producing
Prestigious image
Product
Impérial
Rosé impérial
Nectar impérial
Grand vintage
Promotion
Advertising campains
Fashion events
Sport competitions
III. SWOT analysis
Internal analysis
External analysis
Internal analysis
Strengths
Weaknesses
Strengths
Luxury brand well established
Firm support
Adapted product
Good health of luxury sector
Weaknesses
Production depends of seasons
Need to have a lot of stock which is expensive
Seasonality of sales
External analysis
Opportunities
Threats
Opportunities
Close relations with customers
Potential in China
Distribution in clubs
Policy of environment protection
Threats
Brand image getting older
Volatile demand
Over representation of the brand
Thank you for your attention !
Full transcript