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Chateau Martinat

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Course : The luxury aspect of Wines
Instructor : Melba ALLEN - BUILLARD
Executive MBA in international hospitality and luxury brand management 2009-2010 - IEMI Paris

Published in: Business
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Chateau Martinat

  1. 1. CHÂTEAUMARTINAT<br />GRAND VIN DE BORDEAUX<br />Between Tradition and Modernity… <br />Aurélie BUISSON<br />Larissa GUZMAN<br />MBA 2 <br />
  2. 2. How can we develop the « Château Martinat » market for <br />customers in their Forties who are looking for <br />tradition and modernity ?<br />
  3. 3. SUMMARY<br /><ul><li>Market and environmental Analysis
  4. 4. Marketing Target
  5. 5. Marketing Strategy</li></li></ul><li>Market & environment analysis<br /><ul><li>Macro Environment
  6. 6. Company History , Products and Culture
  7. 7. Market and Customer Analysis</li></li></ul><li>Macro environment<br />The Côtes de Bourg is located on the right bank of the Dordogne, where she meets the Gironde, just south of Blaye.<br />
  8. 8. Macro environment<br />Château Martinât<br />33 710 LANSAC<br />The vineyards of Chateau Martinat is located on the town of Lansac in the heart of the Côtes de Bourg, in a hilly landscape near the river Gironde which has a definite influence on the mild climate and sunshine of this region.<br />
  9. 9. Market & environment analysis<br /><ul><li>Macro Environment
  10. 10. Company History , Products and Culture
  11. 11. Market and Customer Analysis</li></li></ul><li>Company History, products & culture<br /> Stephane and Lucie Donze used to live in Paris, She worked as a landscape architect and he was in Maritime transport. <br /> “Château Martinat” is the history of a successful reconversion dreamed by a lot of people and never achieved. <br />Their love for the risk and their pleasure to live in the countryside, led them to become the owners of a large plot in “Côte de Bourg” in 1993. They over came struggles such as a bad vineyard. They also had to develop their vineyard, without a wine storehouse and without stock. They reconstructed the house, and survived the wine-producing crisis in Bordeaux. <br />Stéphane et Lucie DONZE<br />
  12. 12. Company History, Products & Culture<br />In 1994 « Château Martinat » was born with an abundant grape vintage and the encounter with the oenophile “Christian VEYRY” followed by other vintages between 1995 and 2001 and a very good yield by the famous Robert Parker.<br /> At the present moment the wine storehouse has been built, the grape-vine has been cultivated and the house has been equipped. Château Martinat asserts itself between the independent winegrowers and it has an important international market.<br /> They make use of 25 hectare of vineyard in Blayais-Bourgeais <br />
  13. 13. CompanyHistory, Products & Culture<br />Stéphane : “Perception of Quality” <br /> &quot;A very good quality and beautiful ripeness of grapes at the beginning of the harvest are the parameters necessary for the development of a wine. The challenge is repeated at each harvest. We would meet the same standard every year for what it offers, without ever trying to change its expression, but by imprinting a specific style of “Chateau Martinat”. Our wines can be tasted in their youth and maintain their personalities, so you can enjoy them for many years. “<br />The vineyard is manual : pruning, leaf thinning, green harvesting and hand harvesting. This work is undertaken with care and attention each year to create a vintage quality.<br />
  14. 14. Company History, Products & Culture<br />You can find enclosed the description of the main products (Château Martinat & Epicurea) and the 2010 prices .<br />
  15. 15. Market & Environment Analysis<br /><ul><li>Macro Environment
  16. 16. Company History and Culture
  17. 17. Market and Customer Analysis</li></li></ul><li>The Brand Position in the Market<br />There are different kinds of competitors in Côtes de Bourg : <br />Many are less expensive<br />Many have prestigious labels like St Emilion Grand Cru and are less expensive than Château Martinat<br />Many Crus Bourgeois are also less expensive<br /> It’s very difficult to have a realistic analysis because of the huge number of labels and exploitation in this area. The statistics are not published and known only to the producer.<br />
  18. 18. Geographicalmarkets(allocation of turnover)<br />Allocation of turnover out of France<br />
  19. 19. Distribution Channels(allocation of turnover)<br />The direct sales is a Hugepart of the sales and must bereinforced in the future marketing strategy<br />
  20. 20. SUMMARY<br /><ul><li>Market and Environment Analysis
  21. 21. Marketing Target
  22. 22. Marketing Strategy</li></li></ul><li>Marketing Target<br /><ul><li>Customer Target Group : The Forties Plus
  23. 23. Strengths and Weaknesses of the Brand and the Products</li></li></ul><li>Customer target group<br />French Company Officers, Managers in their forties (between 35 to 50)<br />Annual revenue more than 50.000 euros<br />People who take pleasure in tasting the gastronomy and local products with family and friends<br />who are looking for the culture of wine-tasting and wish to be able to talk about it with simplicity<br />People who are looking for very good and for special wines in at a reasonable price <br />People who want to discover new things which are based on strong educational and traditional values<br />People who enjoy a natural and high standard lifestyle : travelling, sports activity . <br />
  24. 24. SWOT of the Brand and Products<br />Strengths of the brand and the Products<br />A motivated couple in the age of the targeted customer with a unusual , modern and successful story in a traditional activity<br />A very good wine quality guaranteed by the chart of the “Independent Vineyards” and its fame<br />Fame of “Chateau Martinat” based on “coup de coeur guide Hachette” Médailles, press articles)<br />Loyalty of customers based on key market research : Robert PARKER<br />Competitive Prices<br />The geographical situation reflects the image of France and Bordeaux Wines in the world<br />
  25. 25. SWOT of the Brand and Products<br />Weaknesses of the Brand and the Products<br />The lack of statistics for analyzing the activity and defining a new or focused marketing plan <br />Resources for communication plan (time and money…)<br />The distributions channels are not strong<br />The production is not enough for the demand and the level of price is limited by the market and the higher cost of exporting.<br />
  26. 26. SWOT of the Brand and Products<br />Opportunities for the Brand and the Products<br />Export<br />Scarcity of the product due to a choice of quality is a kind of specification of luxury product<br />Going further with Luxury Hospitality chains and famous chefs<br />New Key market research in the wine & gastronomic world<br />Threats to the brand and the Products<br />The enthusiasm of consumers for organicproductseven if the vineyardisharvestedmanually<br />Dollars and Sterling exchange rates<br />A decline in wine consumers due to the expansion of the Spirits market<br />
  27. 27. SUMMARY<br /><ul><li>Market and Environment Analysis
  28. 28. Marketing Target
  29. 29. Marketing Strategy</li></li></ul><li>Marketing Strategy<br /><ul><li>PRODUCTS
  30. 30. PRICES
  31. 31. PLACE
  32. 32. PROMOTIONS</li></li></ul><li>Marketing Strategy : PRODUCTS<br />Product Development and Diversification : <br />Chateau Martinat Bordeaux Rose<br />Chateau Martinat Bordeaux Blanc.<br />These wines are scarce and add value to the brand because there is not a production and a millesime vintage each year and people have to reserved it before it is produced. <br />The packaging and especially the label are more designed to distinguish traditional products or established ones like red wines from the former.<br />
  33. 33. Marketing Strategy : PRODUCTS<br />Packaging development : <br />Packaging must be designed to bring this special touch of modernity in the brand “Chateau Martinat”<br />Special packaging is made for special events : <br />Elegant Taylor made packaging to be closed for their consumers <br />Elegant packaging for Christmas time or festive events.<br />
  34. 34. Marketing Strategy<br /><ul><li>PRODUCTS
  35. 35. PRICES
  36. 36. PLACE
  37. 37. PROMOTIONS</li></li></ul><li>Marketing Strategy : PRICES<br /> The price range is a good one because we have upper range wines (EPICUREA and Chateau Martinat) and middle range red wine with Chateau Les Donats.The strategy is to keep this position in the market. <br />Promotion of our products<br />We want to position our products for people in their forties who are going to trade fairs in order to find a bargain make a good deal and discover new producers. ( independent vineyard trade fairs of Paris, Lyon trade fair …)<br />
  38. 38. Marketing Strategy<br /><ul><li>PRODUCTS
  39. 39. PRICES
  40. 40. PLACE
  41. 41. PROMOTIONS</li></li></ul><li>Marketing Strategy : PLACE - DISTRIBUTION<br />Due to a rather small production in the market development in large countries like USA or China is limited. <br />So we have to focus on France and European countries relying on the heritage and the French image of “art de vivre “ and gastronomy.<br /> Exploit as soon as possible direct sales.<br /> The most wine consumer countries in the European Union are France, Germany, Denmark, Spain, Britain and Portugal<br />
  42. 42. Marketing Strategy : PLACE - DISTRIBUTION<br />Chateau Martinat has to privilege contact on a personal website and regular personalized mailings. <br /> People in their forties who like to know the proprietor and the history of the wine that they buy. <br /> Also they would like to use modern modes of communication . That’s why they have to innovate and deal with e-business and on line sales.<br />Chateau Martinat could also imagine Individual Stores with a new concept in Wine Shops. <br />
  43. 43. Marketing Strategy<br /><ul><li>PRODUCTS
  44. 44. PRICES
  45. 45. PLACE
  46. 46. PROMOTIONS</li></li></ul><li>Marketing Strategy : PROMOTION- COMMUNICATION<br />Maintain the partnership with luxury hotels and restaurants<br />Meurice & Hyatt (Paris)<br />Joël Robuchon (Monte Carlo)<br />Develop new partnerships with new Chef like …<br />Hélène DARROZE – 2 stars in the Michelin guide and her traditional and modern cuisine originating from the Southwest. <br />
  47. 47. Marketing Strategy : PROMOTION- COMMUNICATION<br />Service & Pleasure<br />We can also do a variety of products for small and medium size sample gift because it’s a very good way to become known. Companies don’t care about the price, because the goal is to reward their customers and their employees.<br />Another way to attract new consumers is to make a partnership with a hotel close to “Chateau Martinat”, to be labelled in GIFT BOXES such as SMARTBOX and develop Wine tasting in the Chateau.<br />
  48. 48. Marketing Strategy : PROMOTION- COMMUNICATION<br />Press & Key opinion leaders<br />Independent Specialist who speaks about the products<br />Robert PARKER : <br />EPICUREA DE CHATEAU MARTINAT 2008<br />NOTE PARKER : 90/100 «  Sleepers of the vintage&quot;<br />Robert PARKER : « This wine is the discovery of Millésime the 2008 Vintage. A veryweakyield and a ruby / violet color, round tannins and the blackberry and redcurrantflavour , whithsprinklings of chocolat and spices. This wine willbesampledbetween 3 and 10 yearsafterfermentation ». <br />
  49. 49. Press & Key opinion leaders<br />Independent Specialist who speaks about the products<br />Guide Hachette des Vins<br />CHATEAU MARTINAT<br />«MY PERSONAL CHOICE » GUIDE HACHETTE 2010« One of the assured values of the garanteed vintage. Gravellyclaysoil : typicalvariety of vines: the dominant is Merlot, but the Malbec raiseshis profile. With hard work, this has produced a wine thatisalwayssuccessful. And alreadyhaving been chosen as a favourite . Hereisanotherthatwillcomplete the collection. The ruby color isat the same time, alive and deep. The noseperceives the smokedwood and the mature grapes. The mouthperceives the samething, unmasking a soft skin , supported by quality tannins, whichis a littlefirm. After one or twoyears, the harmonywillbeperfect ».<br />« A well-likedclassic of the genuswhichflows by itselfthanks to the souple tanins withoutasperities, a fruity texture thatyoucandistinguish and a good armony.REGAL Magazine, special wine selection 2009<br />
  50. 50.
  51. 51. References & Sources<br />« Le haut potentiel des hauts revenus » <br /> Marketing direct N° 90 – 01/02/2005 – Enquête réalisée par Sophie MENSIOR<br />«  Luxe et tradition : comment réussir sa mutation ? Les approches respectives du vin et du parfum français » <br />Marketing magazine N°72 – 01/09/2002 – Jean-Marc Lévy<br />Tourisme en France. Le tourisme Français en 2007. Tourisme Stat no.2008 www.tourismegouv.fr<br />Dossier « L’actualité des Cotes de Bourg ». Syndicat Viticole des Cotes de Bourgs<br />Hélène DARROZE : http://www.doctissimo.fr/html/nutrition/plaisir/articles/11878-helene-darroze-cuisine-tradition-modernite.htm<br /> http://www.helenedarroze.com/helene-darroze<br />

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