Communication strategy in order to implement the french wine brand in the US Market (2016)

2. INTRODUCTION

3. HISTORY
1930 Gabriel Farnet gives back his magnificence to Chateau Minuty built under Napoléon III.
1955 Chateay Minuty is selected as Cru Classé des Côtes de Provence.
1960 Monique Farnet, and his husband Etienne Matton replant the traditional Provencal
grape varieties and confirm Chateau Minuty reputation.
1990 Jean-Etienne and François Matton keep up the progress of Minuty gaved their signature
by modernizing and internationalizing the vineyard.

4. PESTEL ANALYSIS (MACRO)
Politic
There is a real political challenges to the wine industry stemming from
Prohibition-era laws through the 2010 political debate on privatised alcoholic
beverage sales.
Economic
Winemakers include economic trends affecting the wine industry, taxation of
wine products, exchange rates, as well as seasonal and cyclical patterns that affect
wine distribution.
Social
Demographic groups that drive the luxury wine segment: Baby Boomers and
Generation X.
This trend should be in effect through 2020, with millennials expected to become
the new drivers of the industry.
Technologic
Mobile bottling as a technological advance that should spur the growth of small
boutique wineries whereas computer hardware and software involving customer
relationship management (Beacon)
Ecologic
Consumers are increasingly paying attention to their health and want to consume
products without additives, for example

5. SWOT analysis - Minuty wine on US market (MICRO)
Strengh Weakness
- Positive Notoriety (French product)
- Reputation for good quality
- Strong and positive associations with french image
- A lot of purchase
- Good ratio price/quality
- American people are not familiar with the regions
brand
- Low word of mouth
- Sales are concentrate by specific regions in US
Opportunities Threats
- Wine consumption in US is increasing, at the level
of volume they are the first consumers in the world
since 2011
- French wine brand have a trendy image for the gen
x, its fancy
- Onlines sale are increasing too, americans buy
more & more on internet
- Many competitors in the market
- The AOC system is often considered too
complicated for Americans, too complex
- French wines suffer abroad due to their aging
image that is difficult to change

6. WHY IS IT MADE FOR THE AMERICAN MARKET ?
California, Florida and New York are the 3 States biggest
consumers.
48 %
35 %
17 %
Rosé White Red
Importation 57% (27% France)
Rosé consumption +57% and price +10%
Restaurant, bar and hôtel 20% of the distribution

7. MAIN PRODUCTS AND PROFITS
Sales Revenue 31 864 600 +14 % <>2015
Net Income 3 237 700 +18,62 % <>2015
Gamme Or Gamme 281 Gamme Prestige Gamme M
Product : 4 Gammes and 10 wines
Prices : 10 to 55€
Place : Mostly in France (55%)
Promotion :

8. CLIENTELE (US)
PERSONA
Woman 35 years old
Lives in a big city (New York ou LA)
Business Woman, active
Well connected

9. CLIENTELE (US)
PERSONA
Woman 35 years old
Lives in a big city (New York ou LA)
Business Woman, active
Well connected
Wine drinking occasion by generation (% top two box by
occasion and generation, in 2013)
Source: Wine Market Council
The growing millennial generation group has
joined and influenced the alcoholic drinks
market with new, eager consumers, who are
fast becoming trendsetters and main drivers of
growth in the wine category.
MILLENIAL

10. The Minuty Pop Up Tour
New York - Los Angeles - Miami - Dallas

11. MARKETING MIX

12. MOOD BOARD

13. PRODUCT DESCRIPTION AND MOCK UP

14. Made in France
Furnitures
20 000€
Staff
15 000€
Double wood container
50 000 €
PRODUCTION

15. PRICE STRATEGY
Gamme Or Gamme 281 Gamme Prestige Gamme M
Type Glass Bottle
M de Minuty - R/R/W 6 $ 30$
Prestige - R/R/W 8 $ 35$
Gamme Or - R/R/W 9 $ 45$
281 - Rosé 10 $ 65$

16. Price/piece
French Tapas 5 $ - 25 $
Row vegetable platter 15 $
Row fruit platter 15 $
French dessert 4$ - 10 $
Soda/Sirop/Juice 6$
Food & no-Alcohol Beverage
PRICE STRATEGY

17. COMPETITORS
Price
Well being
Barefoot
Sutter Home
Woodbridge by
robert
Kendall Jackson
Yellow Tail
Franzia box
Livingstone Sellar
Carlo Rossi
Miraval
Chateau de Pibarnon
TOP OF THE LINE
MIDRANGE
LOW END

18. COMMUNICATION
Analytic platform integrated allow you to consult the number de vues payées, découvrir où se
situent les internautes ayant regardé l’annonce, découvrir le nombre de clics réalisés.
Youtube, 2e biggest search engine, offer « trueview » which allow you to touch our target
precisely thanks to the Google Adwords tools.
True view « instream »: advertising shown before the videos.
We pay (0,05€CPV) only when web users watch the 30 secondes of ad.

19. COMMUNICATION
May Juin
July August
Social Media Event KOL
Social Media Facebook Twitter Instagram
Miami
Social Media Facebook Twitter Instagram
Pop UP Store #3
New York
Pop UP Bar #1 Pop UP Bar #2
Dallas
Los Angeles
Pop UP Store #4
Pop UP Bar #2 Pop UP Bar #3
Pop UP Store #4
Youtube TrueView Ads
Youtube TrueView Ads
Ad YouTube

20. OUR SUB-BRAND

21. OUR SUB-BRAND
La Provence is coming to you

22. BRAND ELEMENTS
Possibility to book a table with a
specific bottle at your arrival
Presentation of the brand and
the sub-brand

23. UNIQUENESS
Welcome & take care
Advice best mix between food and rosé
Offer an unique experience

24. BRAND EMOTIONAL PERSONALITY
Happiness
Trendy
Friendship
Warm
Airy
Travel