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Copy of Moët & Chandon Champagne - Marketing Analysis

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

Vlada Usova

on 11 April 2013

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Transcript of Copy 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