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Copy of Moët & Chandon Champagne - Marketing Analysis
Transcript of Copy of Moët & Chandon Champagne - Marketing Analysis
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
II . Mix marketing
III . SWOT analysis
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)
Boizel Chanoine Champagne
Promotion II. Mix marketing Place Quality
Quantity Price Luxury product = high price
Fine way of producing
Prestigious image Product Impérial
Grand vintage Promotion Advertising campains
Sport competitions III. SWOT analysis Internal analysis
External analysis Internal analysis Strengths
Weaknesses Strengths Luxury brand well established
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
Over representation of the brand Thank you for your attention !