Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Dom Perignon

Group 4 Dom Perignon Presentation
by

D Vass

on 14 October 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Dom Perignon

Dom Pérignon :
Life (1639-1715)
1639: Born in Champagne-Ardenne
1659: Monk at Benedictine Monastery in Hautvillers
1668: Procurator for Houtvillers Abbey
Passion for Winemaking
Presentation Outline
Brand History
Brand Meaning
Brand Strengths
Future Brand Management
Dom Pérignon:
Wine
Still and Clear Wines
"He could tell at once what grapes came from which Vineyards"
Blanc de Rouges
Louis XIV Popularity
Dom Pérignon:
Champagne
1699: "Modern" Champagne
Remauge
Spanish Cork
Double Fermentation
Moët and Chandon
Dom Pérignon Name
1921: First Vintage Produced
Best Years
Chef de Cave: Richard Geoffroy
Sources of Brand Equity
Recognizable Name
Superior Taste and High Price
Mission Statement:
"To create the best wine in the world"
Benchmark for Champagne Excellence
Brand Positioning
and Target Market
Luxury Brand
Prestigious Image
High Quality
High Price
Target Market: 21+
Desire to be Perceived as Wealthy
Brand Awareness
Most Recognizable Champagne Brand
Centuries of Experience
Company Longevity
Brand Image
Social Visibility: Major factor in Decision Making
Synonymous with Prestige and Wealth
Consumer Self-Perception
Brand Strengths
Salience
Performance
Imagery
Judgements
Feelings
Resonance
Brand Strengths:
Salience and Performance
Salience
Top 10 Champagne Globally
Performance
Innovative Production Techniques
Highest Quality of Taste
Competitive with other Luxury Brands
Brand Strengths:
Imagery
High Class Brand
Easy Accessibility for the Wealthy
Various Occasions for Consumption
Brand Strengths:
Judgements
Positive Responses to Flavour and Taste
Convenient to Purchase
Packaging Decoration
High Price-Performance Ratio
Brand Strengths:
Feelings (pt.1)
Brand Strengths:
Feelings (pt.2)
Happiness: "Champagne is the only wine that leaves a woman beautiful after drinking it"
Excitement: "Too much of anything is bad, but too much Champagne is alright"
Regretting: "My only regret in life is that I did not drink more Champagne"
Self-Respect: "I drink Champagne when I win, to celebrate...And I drink Champagne when I lose, to console myself
Champagne Elicits Positive Feelings
Some view Dom Pérignon as too Expensive
Brand Strengths:
Resonance
Behavioural Loyalty towards Dom Pérignon
Customers have an Attitudinal Attachement
Experiences surpass monetary loss
Strategic Recommendations
Connect: Social Media
Counterfeit
Market Younger Consumers
Long-Term
Points of Parity
Points of Difference
Brand Mantra
GROUP 4
By: Mark Brandle, Karlene Lacanilao, Max McKenzie, Barbi Montgomery, Daniel Vassberg, and Martin Zhang
Points of Parity
Consistency
Consumer Appeal
Status
Points of Difference
Luxury
High-End Consumer Target Market
Website
Brand Mantra
Develop a Brand Mantra
Symbolize Brand Purpose
Invoke Emotions
Connect: Social Media
Counterfeits
Facebook
Twitter
Instagram
Customer Survey
Google
LVHM
Younger Consumers
Market to Younger Consumers
Contemporary Artisits
Long-Term Value
Vintages
Luxury
Leverage Quality
Dramatically Vintage Champagne
Full transcript