Stratégie de Veuve Clicquot Ponsardin – « La Grande Dame » sur le marché du champagne

Étude de cas Marketing & marques Marketing luxe

Date de publication :

15/10/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

15 pages

Niveau :

grand public

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

Veune Clicquot Ponsardin. La Grande Dame
1. Veuve Clicquot company
2. The SWOT analysis
3. The four P's concerning La Grande Dame
The competitors and their positioning
1. Direct competitors
2. Indirect competitors
The Media Strategy
1. The mix communication
2. The Copy Strategy
3. Plan Media
4. Relationship Plan

Résumé :

champagne belongs to the "Wines and champagne" market. This market is constituted by numerous actors which are the wine growers, the Houses of champagne and the cooperatives. These actors are at the same time suppliers and competitors on the champagne industry but also on the grape industry, the main raw material which enters in the production of this luxury product.

In 2004, more than 300 million bottles of champagne were marketed in the world for an amount about 3.6 billion of euros. On the contrary to the French wine market, the industry of the champagne has been very early concentrated. In 2004, 82 % of the turnover of the sector was realized by the ten biggest groups. This proportion was already around 84% in 1990. Among ten major actors, four groups, quoted in stock exchange, distinguish themselves and realize half of the sales in value: LVMH champagne which dominate, in France, the champagne industry, Vranken-Pommery, Lanson and Laurent-Perrier.
However, the four groups possess only 10 % of the vineyards of the naming champagne and buy the major part of their grape from cultivators, directly or through cooperatives. The raw material is, by definition, geographically limited by the criteria of the AOC, and the farmers have an important power of negotiation.

Furthermore, we have to point out that the offer in champagne is limited and the production can hardly increase in volume: the various actors of this market thus have to cooperate to share and increase the value of this offer. Today, near a third part of the bottles of champagne are produced by cultivators, isolated or grouped together in cooperatives.