Jean-Fredric Hugel - Place Vs Brand @wbis2014


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Jean-Fredric Hugel, the youngest generation of one of France's most successful wineries, presented their approach to place and branding both in terms of

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Jean-Fredric Hugel - Place Vs Brand @wbis2014

  1. 1. HUGEL & FILS 12 generations of family tradition
  2. 2. A brief presentation  Family business, today run by 3 members of the family (12th generation) – 28 employees  100% family-owned and fully self-financed.  Wine growers from father to son in Riquewihr, Alsace since 1639  Total annual production averages 110,000 cases; over 90% is exported to more than 110 countries
  3. 3. Today’s Hugel headquarters in Riquewihr
  4. 4. The importance of the place vs. the importance of the brand. The secrets behind a successful wine brand?
  5. 5. The importance of the brand and the importance of the place. The secrets behind a successful wine brand?
  6. 6. Be coherent Don’t try to become super premium if you can’t sustain it.  Don’t try to mass market your wines if you can’t supply when (if) it’s a success.  Don’t open a market if you cant sustain and support it.   Your positioning can only be yours, make sure it is unique, so it stays yours…
  7. 7. Know your strengths: Our name, because the brand is important.  Our capacity and experience in opening markets.  Our adaptability to any export market’s requirement.  Our ability to build our brand image.  …We have become really good at being first.
  8. 8. 1. Our brand: Our brand is our name, our brand ambassadors are members of the family.  Our brand is short and easy to pronounce in most languages.  Our label has become a signature across the world.  We avoided supermarket and mass distribution to keep a high end image. 
  9. 9. 2. Our capacity to open new markets: Present in 110 different countries  Recently opened markets like Vietnam, Burma, Serbia…  Present in tradeshows, present on the field.  Working with the right people (Frederick Wildman; Summergate; Jeroboam; John Fells UK) 
  10. 10. Establishing stable export markets Loading a shipment for Sao Paulo in 1950 The labelling room in 1930
  11. 11. 3. Our adaptability to any export market’s requirement: We count 3 people working full time on duties and shipping.  We count 5 people for labeling, packing and orders display.  Hundreds of different labels.  A method which allows us quick changes in destination.  A website in 9 different languages(!) 
  12. 12. An informative and supportive website
  13. 13. The new technologies of information help us communicate more easily than ever before.
  14. 14. Conclusion: Know / find your strengths.  Work on your strong points.  Chose your distribution wisely.  Define your goals and tactics.  Being first is often better than being the best.  Try to be both. 
  15. 15. HUGEL & FILS 3, rue de la première armée 68340 Riquewihr France Tel: +33 3 89 47 92 15 Fax: +33 3 89 49 00 10