Wine Marketing Essay

1725 WordsDec 8, 20097 Pages
Wine Marketing Marketing is with champagne what the pedestal is to the king: a development, which has of another function only to emphasize and to inform on the product, the range, its qualities, its universe. In the champagne Houses, it is indeed the product which dictates its rules at the market - and not the reverse. How, in this specific context, the setting in market of the product is organized? Which is the strategy of communication specific to a mark whose history even causes innovation? Mercator the investigation in the cellars of a champagne House led to the great name: Widow Clicquot Ponsardin. Meet with Genevieve Dejoie, Responsable Institutional Communication and Internet at Clicquot Widow… Mercator : The bottles with the labels “Clicquot Yellow” are recognizable between thousand. How would you define the positioning and the identity of the mark Veuve Clicquot Ponsardin within the other champagne marks of group LVMH? Genevieve Dejoie : Within the Group LVMH, we have the champagne Houses Moët & Chandon, Dom Pérignon, Ruinart, Krug and Draper. Moët is the leader on the market, he profits from a great notoriety, Veuve Clicquot is in position of challenger. Veuve Clicquot is a small House which took a beautiful importance without being of it inevitably very aware. Ruinart and Krug are smaller Houses. Krug occupies a quite specific crenel. Indeed, what makes the leg of Krug, its wine making out of barrel of oak : it confers on the wine an incomparable taste, appreciated by the experts. Ruinart is a House with very beautiful vintages, which is in becoming and will become extensive in the years which come. Of course, on this level of know-how, all these marks are large Houses with a very particular tradition and course: we thus do not speak here about positioning in terms of taste or quality but rather in terms

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