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Louis Roederer

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by

Varvara Savina

on 5 December 2013

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Transcript of Louis Roederer

Louis Roederer

Table of content:
1. Louis Roederer:
Brand heritage
8P's of luxury marketing
SWOT
2. The market - Russia, Moscow
PESTLE
3. Communication plan
Pre-event
Event
5 W's
Post-event
4. Conclusion
References

Communication Plan
Advertising
Public Relations
Brand ambassadors
Restricted events
Personal Selling
Pre-event
Event
In collaboration with Mercedes-Benz Fashion Week.
Store&bar in GUM, Moscow.
Louis Roederer
The market
RUSSIA, MOSCOW
Post-event
Opening a flagship store.
Conclusion
Brand heritage
8 P's
Performance
Pedigree
Paucity
Persona
Public figures
Placement
Public relations
Pricing
SWOT
Russia
Champagne culture in Russia
84 billionaires in Moscow.
PESTLE
Political
Putin is the president. The situation is stable.

Economical
The GDP is in the rank of 10th biggest in the world.

Social
Big gap between rich and poor. People are well-educated.
5 W's
Store&bar
Referencing:
1.Chadha, R. & Husband, P. (2006).
The Cult of the Luxury Brand
London: Nicholson Brealey Publishing.
2. Kapferer, J.N. & Bastien, V. (2010).
The Luxury Strategy, Break The Rules of Marketing To Build Luxury Brands
. London: Kogan Page.
3. Louis Roederer official website (2013). Available at http://www.champagne-roederer.com/en/edito/flash.html
4. "How many billionaires are there in Moscow" (21/06/2013) Available at http://www.forbes.ru/infographics/milliardery/biznes/239978-skolko-v-rossii-dollarovyh-millionerov
5. "World city millionaire ranking" (05/2013) Available at http://ftalphaville.ft.com/files/2013/05/World-Cities-wealth-briefing.pdf
6. Official Louis Roederer Twitter page Available at https://twitter.com/LouisRoederer_


Based on Jim Harvey's speech structures
Made by:
Varvara Savina

The champagne of tsar

Strengths: Weaknesses:


-domestic market -high loan rates are possible
-experienced business units -competitive market
-reduced labour costs -dependence on the policy of the States
-high profitability and revenue -PR
-stability


Opportunities: Threats:

-venture capital -raw materials depend on weather
-new markets -price changes
-diversification -taxes changes


Technological
Country which is rich in science tradition.

Legal
The law is market oriented. High level of corruption.

Environmental
Air pollution from heavy industry.
WHY?
WHERE?
WHO?
WHEN?
WHAT?

Individual invitations for the Mercedes-Benz fashion week that makes the event special.
Cristal Champagne was made by Louis Roederer Junior and Russian monarch Alexander the Second.
Moscow is a city of billionaires
Culture of drinking champagne in Russia is well-developed.
Full transcript