Wine Marketing

Wine Marketing
Marketing is with bubbly 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 bubbly Houses, it is indeed the product which dictates its rules at the food commercialize - 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 hit: 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 situate 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 attracter 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 exquisite 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 reservation out of barrel of oak : it confers on the wine an unmatchable taste, appreciated by the experts. Ruinart is a House with very fair vintages, which is in becoming and will become extensive in the years which come.
Of frame, 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 somewhat positioning in terms of taste or fictional character but rather in terms of vision of the luxury. Moet & Chandon, proposes a festive vision of the luxury, night bird, who...If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .