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Luxury Brands Management

Perrier Joulet
by

Joti Narayan

on 27 November 2012

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Transcript of Luxury Brands Management

Table of Contents Brand Overview
Brand Extension into the Fiji Islands through existing Hotel & Resort Market
Market Analysis
Competitor Analysis
Event Launch, Event Details & Phase of Launch
Communication Strategy
Conclusion & Recommendations Brand Overview Brand Image & Positioning Brand Extension in the Fiji Islands Market Analysis
of the Fiji Islands Perrier-Jouet Belle Epoque Launch - Fiji Islands No.1 worldwide in Premium and Prestige Spirits

Brand Value:
- 8,215 M Euro in net sales
- 2,114 M Euro in profit from
recurring operations
- 1,1,46 M Euro in Group Net Profit
- 18,777 employees
- 75 Market Companies covering 4 regions
- 98 Production sites Communication Plan Competitor Analysis Not yet entered the Fijian Market Mainstream Luxury Personalised Luxury Competitive Edge Vintage Conclusion & Recommendations - Maintaining the Brand in the Fijian Market
- Product availability
- Financing inventories
- Pull marketing
- Cultural Differences
- Partnership and relationship between Perrier Jouet & Hotel Brand
Overview Euromonitor. (2012). Luxury Goods: Euromonitor from trade sources/national statistics. Available through: University of Technology, Sydney, Library, Website <http://www.lib.uts.edu.au/> Accessed: 12/11/2012
Roberts, F. (2011). New Global Report: How Global is the Global Luxury Goods Market? Available through: University of Technology, Sydney, Library, Website <http://www.lib.uts.edu.au/> Accessed: 12/11/2012
Fiji Islands Bureau of Statistics. (2006). Fiji National Census of Population. <http://www.statsfiji.gov.fj/ >Accessed: 7/11/2012
Fiji Islands Bureau of Statistics. (2006). Visitor Arrivals February 2012. < http://www.statsfiji.gov.fj/Releases/visitors.htm> Accessed: 7/11/2012
Fiji Islands Bureau of Statistics. (2006). Economics Statistics. < http://www.statsfiji.gov.fj/Economic/ecostats_index.htm> Accessed: 7/11/2012
Fiji Islands Bureau of Statistics. (2006) Tourism and Migration Statistics. < http://www.statsfiji.gov.fj/Tourism/tourmigstats_index.htm> Accessed: 7/11/2012
Euromonitor International. (2011). Passport: Pernod Ricard Groupe in Wine (World). Available through: University of Technology, Sydney, Library Website <http://www.lib.uts.edu.au/> Accessed: 7/11/2012
Euromonitor International (2009). Global Opportunities for Leading Spirits Players Despite the Economic Downturn. Available through: University of Technology, Sydney, Library Website <http://www.lib.uts.edu.au/> Accessed 7/11/2012
Shangri- Lai.com (unknown). Shangri-Lai’s Fijian Resort & Spa Yanuca Island, Fiji < http://www.shangri-la.com/yanucaisland/fijianresort/rooms-suites/suites/executive-suite/> Accessed: 12/11/2012
Shangra-Lai.com (unknown). Meeting Venues Fiji/Plan an Event at Shangri-La’s Fijian Resort and Spa, Yanuca, Fiji. < http://www.shangri-la.com/yanucaisland/fijianresort/meetings-events/> Accessed: 12/11/2012
Five Star Alliance. (Unknown). Shangri- Lai’s Fijian Resort and Spa, Nadi: Five Star Alliance. < http://www.fivestaralliance.com/luxury-hotels/nadi/shangri-las-fijian-resort-and-spa> Accessed: 12/11/2012
Five Star Alliance. (Unknown). The World’s Best Luxury Hotels. < http://www.fivestaralliance.com/worlds-best-luxury-hotels/the-worlds-best-luxury-hotels> Accessed: 12/11/2012
The Champagne Company. (Unknown). Perrier Jouet Champagne. < http://www.thechampagnecompany.com/champagne/perrier-jouet-champagne/cat_40.html> Accessed: 12/11/2012
Conde Nast Digital Ltd. (2012). Conde Nast Traveller. < http://www.cntraveller.com/> Accessed: 12/11/2012
Intangible Business. (2012). The power 100 The world’s most powerful spirits & wine brands, 2012. < http://www.drinkspowerbrands.com/top-10.html> Accessed: 12/11/2012
Chevalier, M & Mazzalovo, G. (2012). Luxury Brand Management: A world privilege, second edition. John Wiley & Sons Singapore. Pte.Ltd. Singapore.
Narayan,K., karthik.narayan@pernod-ricard.com.Diapostive. [email]Message to Narayan.J (joti.narayan@hotmail.com) Sent 2 November 2012. Avaliable at: <http://bl153w.blu153.mail.live.com/default.aspx?n=1495795706&st=karthik.narayan%40pernod-ricard.com#n=1768222585&pdir=NextPage&paid=aa4eae12-246b-11e2-9786-78e7d162f8cc&pad=2012-11-01T21%3A32%3A50.333Z&pidx=2&st=karthik.narayan%40pernod-ricard.com&mid=4f04300f-2467-11e2-a55c-78e7d1623446&fv=1> [Accessed: 2/11/2012] Bibliography
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