Preserve the luxury or extend the brand?

1. Group- 4

2. Bordeaux region of France

3. Premier Grand Cru Classe;
Premium Product

4. Two types of wine produced

5. Grand Vin du
Price 1,000
1,50,000 bottle
Puine
Price 100
2,00,000 bottle

6. The
Stakeholders

7. Claire de Valhubert
(Granddaughter):
proposer of change

8. Gaspard de Sauveterre
(owner):
Traditional Perspective

9. Francois de Sauveterre
(CEO):
Day to Day operations

10. Jean-Paul Oudineaux
(Agricultural Engineer):
Questions the operations

11. The Negociants

12. Dealers and
Merchants

13. Traditional perspective

14. But even in bad times to
maintain relationships

15. Brand
Elements

17. PACKAGING

18. Customer Based Brand Equity
EXCLUSIVE
AUTHENTIC
HERITAGE

19. LADDERING
Self Actualization
Ego(Wine)
Social
Safety
Psychological

21. Problems
• Target Young Drinkers?
• Spend on distribution channels & marketing?
• Should it import grapes?

22. Stay True to
Tradition:
Preserve the
Luxury
Expand
Internationally:
Tap into the
affordable
Segment

28. Gaining the Customer Loyalty
Of Young customers for
Expensive wines

30. Dilution of
Brand Equity

31. Added expenditure on the
Marketing and distribution

32. Alienation of
Core Customer Base

33. Loss of goodwill among the
Negociants

34. Lack of Expertise –
Affordable segment

35. •Population : 1.27 billion people
•Middle class : 300 million people
•Per Capita income : $ 5,350
The Indian Scenario

36. SUCCESS

37. TATA TEA
Evolving
consumer
patterns
Divestment
& focus on
branding
Tata Global
Beverages
56 tea
gardens
across India
2001
2005

38. 2002
1000 crore
2015
8000 crore
REVENUE

39. VIVANTA by TAJ

40. • Positioned as upper upscale’ five-star hotel
• 2nd after the PREMIUM TAJ HERITAGE BRAND

41. • Launch year occupancy 68% against industry
estimates of 3 yrs for a new property to reach 50%
• Brand recall value - top three in the hotel industry

42. FAILURES

43. • Targeted at youth
• Priced at premium

44. GODREJ GANGA SOAP
• Mix of religion & product
• Outdated for new generation
• Ganga water considered polluted

45. MARUTI VERSA
-Steep Price at par with
entry level sedan

47. HARLEY - DAVIDSON
-ROUGH
-OIL
-SWEAT

49. Hi!
I AM 5S
You?
Hello!
I AM
Apple 5C
Apple
doesn’t do
CHEAP

50. • “unapologetically plastic” line in
the product video
• Sales of the 5C failed to meet
expectations
• Apple to kill off iPhone 5C
production
Are you
telling me
I made a
mistake?