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Bateau Clicquot

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Tommaso Alderigi

on 8 September 2012

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Transcript of Bateau Clicquot

“The world is in perpetual motion, and we must invent the things of tomorrow... Act with audacity.” Question 1 Innovation
Group 9 JOY Art de Vivre DREAM Youthful Luxury Zeste de Folie Execution On-Trade Off-Trade Communication Sharing the Joy Event “When Madame Clicquot signed her first Vintage in 1810, bottles were shipped with no labelling.  With her spirit for innovation, she conceived a way to distinguish the different qualities of wines, often shipped in the same wooden crate, by tying a yellow ribbon around the neck of all Vintage bottles.” In restaurants and bars, bring the “Bateau Clicquot” experience to the customer! Bring Joy to the world! Additional Ideas The Yellow Sailor Neckerchief

Veuve-Clicquot is known for their fun collectibles with a “zest-de-folie”. To fit with the “Bateau Clicquot” theme, we suggest the yellow sailor neckerchief for certain bottles of Champagne. Veuve Clicquot Humor 8 cities, each one week
Bar all-week, EXCLUSIVE Event on Saturday
Invitations only for people who buy Bateau-Clicquot exclusive shops with In-Shop universe and window-branding Plastic Bateau-Clicquot on sale
simple packaging, floating
exclusive Invitation to Bateau Clicquot
Price: 75€ easy to use
easy to store
usable as a normal champagne cooler Digital communication:
Press Communication Thank you Alderigi Tommaso
Bazaille Florence
Olsienkiewicz Christopher
Pithon Virginie
Shen Shen
Yildiz Deniz Back-Up Slides Europe : 80% of the sales for Champagne

3 countries selected :
France : original producer and main consumer – 55% of the sales
Spain & Italy : among the top 10 champagne consumers

8 summer destinations, synonymous of :
Party & fun
“chic” and exclusive
Holidays & beach Back-up slide 2 :
justification of the event destinations Pricing of Veuve Clicquot Champagne bottle :

Champagne Veuve Clicquot Ponsardin Brut (75cl) with étui > 36€ to 40 €

Usual pricing of Veuve Clicquot innovations :

Boîte Ponsardine (with bottle) > ~40 €
Veuve Clicquot Clicq’up (with bottle) > ~49€
Veuve Clicquot Fridge (with bottle) > ~44€
Veuve Clicquot Shopping bag (with bottle) > ~36€

More or less the same price between a “normal” bottle and an innovative one

Bateau Clicquot innovation : 75 € - how to justify the price increase ?
like previous innovations : plastic material (PVC)
BUT : different part for assemblage
IN ADDITION : a special invitation to the exclusive “Bateau Clicquot event” Back-up slide 1 : Pricing justification Back-up Slide 3 Luxury brands use to grow the effects of the campaign through social media and online involvements How can we globally enhance the impact of the campaign? Another option is the replication of the campaign in other specific location for attracting new customers
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