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Preserve the luxury or extend the brand
- 1. PRESERVE THE LUXURY OR EXTEND THE BRAND ?
- 2. Chateau de Vallois •Wine producing estate •Family owned •Record of quality and reputation
- 3. Gaspard de Sauveterre •Owner •Possesses 50% of estate •Traditional perspective •Decision maker •Worried about future generations
- 4. Claire de Valhubert •Granddaughter of Gaspard •Possesses 25% of estate •Modern perpective •Proposed a change
- 5. Francois de Sauveterre •Son of Gaspard •Possesses 25% of estate •Traditional perspective
- 6. Jean Paul •Estate manager •Agriculture engineer •Worked for 30 years in estate
- 7. Negociants •Merchants and dealers •Traditional perspective •Buy wine from de Vallois •Sell and ship wine •Reputation determine the price
- 8. ABOUT COMPANY • Selling 2 wines • Cost : one wine @1000 euro : second wine @ 100-450 euro • best selling wine
- 9. What to
- 11. Claire proposed •Produce third wine and sell it directly. •Keep the price low around 20-25 euro. •Attract more young consumers. •Extend the brand.
- 12. Francois perspective •Not enough grapes •More investment •New distribution and marketing channel •Losing negociants. •Who will produce ?
- 13. Solution More grapes Buy land and growBuy grapes overseasHere itself
- 15. Final decision depends on Gaspard
- 16. SOME EXAMPLES
- 18. IN 1991
- 19. IN 1995
- 20. IN 1999 ( INR 5)
- 21. IN 2001
- 23. TATA NANO • FOR MIDDLE CLASS • KEEPING ITS CORE PROPERTIES • ATTRACTING AN ENTIRE NEW MARKET SEGMENT • MORE DEMAND
- 25. HUL •WILL INTRODUCE PACKED ROTI •RESEARCH DONE •HIGH DEMAND
- 27. RECOMMENDATION
- 28. 1. To attract young drinkers and other segments of people Gaspard should consider Claire’s suggestion
- 29. 2. Claire should proceed with her suggestion while francois should take care of already established estate.
- 30. 3. The distribution and marketing channel should be new for the third wine and they should adopt different strategy for it.
- 31. 4. They can give the third wine a new product name and create a new brand so there is no danger of bad mouthing or declination of the estate.
- 32. Lets relate this to some concepts in Kotler textbook
- 33. BRAND EQUITY
- 35. BRAND EXTENSION
- 37. Created by Jay s. Mehta, SPCE, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.iiminternship.com
- 38. THANK YOU