SlideShare a Scribd company logo
1 of 37
CHÂTEAUMARTINAT GRAND VIN DE BORDEAUX Between Tradition and Modernity…  Aurélie BUISSON Larissa GUZMAN MBA 2
How can we develop the  « Château Martinat » market for  customers in their Forties who are looking for   tradition and modernity ?
SUMMARY ,[object Object]
Marketing Target
Marketing Strategy,[object Object]
Company History , Products and Culture
Market and Customer Analysis,[object Object]
Macro environment Château Martinât 33 710 LANSAC 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.
Market & environment analysis ,[object Object]
Company History , Products and Culture
Market and Customer Analysis,[object Object]
Company History, Products & Culture 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. 	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. 	They make use of 25 hectare of  vineyard in Blayais-Bourgeais
CompanyHistory, Products & Culture Stéphane : “Perception of Quality”  	"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. “ 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.
Company History, Products & Culture You can find enclosed the description of the main products  (Château Martinat & Epicurea) and the 2010 prices .
Market & Environment Analysis ,[object Object]
Company History and Culture
Market and Customer Analysis,[object Object]
Geographicalmarkets(allocation of turnover) Allocation of turnover out of France
Distribution Channels(allocation of turnover) The direct sales is a Hugepart of the sales and must bereinforced in the future marketing strategy
SUMMARY ,[object Object]
Marketing Target
Marketing Strategy,[object Object]
Strengths and Weaknesses  of the Brand and the Products,[object Object]
SWOT of the Brand and Products Strengths of the brand and the Products A motivated couple in the age  of the targeted customer with a unusual , modern and successful  story in a traditional activity A very good wine quality guaranteed by the chart of the “Independent Vineyards” and its fame Fame of  “Chateau Martinat”  based on  “coup de coeur guide Hachette” Médailles, press articles) Loyalty of customers based on key market research : Robert PARKER Competitive Prices The geographical situation  reflects the image of France and Bordeaux Wines in the  world
SWOT of the Brand and Products Weaknesses  of the Brand and the Products The lack of statistics for analyzing the activity and defining a new or focused marketing plan  Resources for communication  plan (time and money…) The distributions channels are not strong The production is not enough for the demand  and the level of price is limited by the market  and the higher cost of exporting.
SWOT of the Brand and Products Opportunities for the Brand and the Products Export Scarcity of the product  due to a choice of quality is a kind of specification of luxury product Going further with Luxury Hospitality chains and famous chefs New Key market research in the wine & gastronomic  world Threats to the brand and the Products The enthusiasm of consumers for organicproductseven if  the vineyardisharvestedmanually Dollars and Sterling exchange rates A decline in wine consumers  due to the expansion  of the Spirits market
SUMMARY ,[object Object]
Marketing Target
Marketing Strategy,[object Object]
PRICES
PLACE
PROMOTIONS,[object Object]
Marketing Strategy : PRODUCTS Packaging development :  Packaging must be designed to bring this special touch of modernity in the brand “Chateau Martinat” Special packaging is made for special events :  Elegant Taylor made  packaging to be closed for their consumers  Elegant packaging for Christmas time or  festive events.
Marketing Strategy ,[object Object]
PRICES
PLACE
PROMOTIONS,[object Object]

More Related Content

What's hot

Entering in New Market- Coffee Chain in Brazil- international marketing
Entering in New Market- Coffee Chain in Brazil- international marketingEntering in New Market- Coffee Chain in Brazil- international marketing
Entering in New Market- Coffee Chain in Brazil- international marketingSuman Bhattarai
 
090511 Just Kidding Franchise Brochure
090511 Just Kidding Franchise Brochure090511 Just Kidding Franchise Brochure
090511 Just Kidding Franchise Brochurebenboenk
 
International market netherlands
International market   netherlandsInternational market   netherlands
International market netherlandsElodie Dubois
 
Preserve the Luxury Or Extend the Brand? HBR Case Study
Preserve the Luxury Or Extend the Brand? HBR Case StudyPreserve the Luxury Or Extend the Brand? HBR Case Study
Preserve the Luxury Or Extend the Brand? HBR Case StudySameer Mathur
 
Objectives intro eng 16
Objectives intro eng 16Objectives intro eng 16
Objectives intro eng 16Tim Chase
 
C&C-company profile - 16-10-16
C&C-company profile - 16-10-16C&C-company profile - 16-10-16
C&C-company profile - 16-10-16Sam Elma
 
Advertising agency Mind Shop - Presentation
Advertising agency Mind Shop - PresentationAdvertising agency Mind Shop - Presentation
Advertising agency Mind Shop - PresentationAngela Calina
 

What's hot (12)

Final project on analyzing colombian companies
Final project on analyzing colombian companiesFinal project on analyzing colombian companies
Final project on analyzing colombian companies
 
Bavaria vs postobon
Bavaria vs postobonBavaria vs postobon
Bavaria vs postobon
 
Branding Strategy
Branding StrategyBranding Strategy
Branding Strategy
 
Asprey Business Case
Asprey Business CaseAsprey Business Case
Asprey Business Case
 
Entering in New Market- Coffee Chain in Brazil- international marketing
Entering in New Market- Coffee Chain in Brazil- international marketingEntering in New Market- Coffee Chain in Brazil- international marketing
Entering in New Market- Coffee Chain in Brazil- international marketing
 
090511 Just Kidding Franchise Brochure
090511 Just Kidding Franchise Brochure090511 Just Kidding Franchise Brochure
090511 Just Kidding Franchise Brochure
 
International market netherlands
International market   netherlandsInternational market   netherlands
International market netherlands
 
Marketing Report
Marketing ReportMarketing Report
Marketing Report
 
Preserve the Luxury Or Extend the Brand? HBR Case Study
Preserve the Luxury Or Extend the Brand? HBR Case StudyPreserve the Luxury Or Extend the Brand? HBR Case Study
Preserve the Luxury Or Extend the Brand? HBR Case Study
 
Objectives intro eng 16
Objectives intro eng 16Objectives intro eng 16
Objectives intro eng 16
 
C&C-company profile - 16-10-16
C&C-company profile - 16-10-16C&C-company profile - 16-10-16
C&C-company profile - 16-10-16
 
Advertising agency Mind Shop - Presentation
Advertising agency Mind Shop - PresentationAdvertising agency Mind Shop - Presentation
Advertising agency Mind Shop - Presentation
 

Viewers also liked

CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
CIVB - The Communication strategy of Bordeaux in Germany @wbis2014CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
CIVB - The Communication strategy of Bordeaux in Germany @wbis2014winebis
 
MW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges Haushalter
MW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges HaushalterMW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges Haushalter
MW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges HaushalterThe Institute of Masters of Wine
 
IVBD - Rapport d'activité 2014-2015
IVBD - Rapport d'activité 2014-2015IVBD - Rapport d'activité 2014-2015
IVBD - Rapport d'activité 2014-2015Morad HACENE 🚀
 
Chateau Margaux case study
Chateau Margaux case studyChateau Margaux case study
Chateau Margaux case studyMila Ioffe
 

Viewers also liked (7)

BWI Portfolio
BWI PortfolioBWI Portfolio
BWI Portfolio
 
CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
CIVB - The Communication strategy of Bordeaux in Germany @wbis2014CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
CIVB - The Communication strategy of Bordeaux in Germany @wbis2014
 
MW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges Haushalter
MW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges HaushalterMW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges Haushalter
MW Symposium - 25 June 2010 - Keynote speech: Forging Links - Georges Haushalter
 
IVBD - Rapport d'activité 2014-2015
IVBD - Rapport d'activité 2014-2015IVBD - Rapport d'activité 2014-2015
IVBD - Rapport d'activité 2014-2015
 
French wines
French wines French wines
French wines
 
Chateau Margaux case study
Chateau Margaux case studyChateau Margaux case study
Chateau Margaux case study
 
The Wines Of France
The Wines Of FranceThe Wines Of France
The Wines Of France
 

Similar to Chateau Martinat

Chateau margaux - Marketing Analysis
Chateau margaux - Marketing AnalysisChateau margaux - Marketing Analysis
Chateau margaux - Marketing Analysistommaso alchidi
 
Marketing Plan for Kumala Reserve
Marketing Plan for Kumala ReserveMarketing Plan for Kumala Reserve
Marketing Plan for Kumala ReserveNicole Chai
 
how to improve Chateau Martinat as a Ebusiness model ?
how to improve Chateau Martinat as a Ebusiness model ?how to improve Chateau Martinat as a Ebusiness model ?
how to improve Chateau Martinat as a Ebusiness model ?IEMI - CMH PARIS
 
Positioning strat in wine sector barbry
Positioning strat in wine sector   barbryPositioning strat in wine sector   barbry
Positioning strat in wine sector barbryDominic Mackenzie
 
Marketing plan - Prince de lu
Marketing plan - Prince de luMarketing plan - Prince de lu
Marketing plan - Prince de luSepideh Rayegan
 
RFW Consulting - WINELORD : Set up meeting
RFW Consulting - WINELORD : Set up meetingRFW Consulting - WINELORD : Set up meeting
RFW Consulting - WINELORD : Set up meetingLouis Joly
 
Msb dairy event john gleave
Msb dairy event john gleaveMsb dairy event john gleave
Msb dairy event john gleaveBusiness West
 
Viniumwines 2013
Viniumwines 2013Viniumwines 2013
Viniumwines 2013vinium
 
Carrefour Financial Report
Carrefour Financial ReportCarrefour Financial Report
Carrefour Financial ReportCarolina Lewis
 
Yt Final Presentation Group 1 (Italy)
Yt Final Presentation Group 1 (Italy)Yt Final Presentation Group 1 (Italy)
Yt Final Presentation Group 1 (Italy)sophialara
 
Winestar - Innovation in Packaging @wbis2014
Winestar - Innovation in Packaging @wbis2014Winestar - Innovation in Packaging @wbis2014
Winestar - Innovation in Packaging @wbis2014winebis
 
Louis vuitton is still the leading luxry brand2t
Louis vuitton is still the leading luxry brand2tLouis vuitton is still the leading luxry brand2t
Louis vuitton is still the leading luxry brand2tfddi noida
 

Similar to Chateau Martinat (20)

Chateau Margaux Marketing Plan
Chateau Margaux Marketing Plan Chateau Margaux Marketing Plan
Chateau Margaux Marketing Plan
 
Chateau margaux - Marketing Analysis
Chateau margaux - Marketing AnalysisChateau margaux - Marketing Analysis
Chateau margaux - Marketing Analysis
 
Marketing Plan for Kumala Reserve
Marketing Plan for Kumala ReserveMarketing Plan for Kumala Reserve
Marketing Plan for Kumala Reserve
 
how to improve Chateau Martinat as a Ebusiness model ?
how to improve Chateau Martinat as a Ebusiness model ?how to improve Chateau Martinat as a Ebusiness model ?
how to improve Chateau Martinat as a Ebusiness model ?
 
Positioning strat in wine sector barbry
Positioning strat in wine sector   barbryPositioning strat in wine sector   barbry
Positioning strat in wine sector barbry
 
Marketing plan - Prince de lu
Marketing plan - Prince de luMarketing plan - Prince de lu
Marketing plan - Prince de lu
 
RFW Consulting - WINELORD : Set up meeting
RFW Consulting - WINELORD : Set up meetingRFW Consulting - WINELORD : Set up meeting
RFW Consulting - WINELORD : Set up meeting
 
Wines Of Chile
Wines Of ChileWines Of Chile
Wines Of Chile
 
Minuty - US Market Implementation
Minuty - US Market ImplementationMinuty - US Market Implementation
Minuty - US Market Implementation
 
Msb dairy event john gleave
Msb dairy event john gleaveMsb dairy event john gleave
Msb dairy event john gleave
 
Viniumwines 2013
Viniumwines 2013Viniumwines 2013
Viniumwines 2013
 
Carrefour Financial Report
Carrefour Financial ReportCarrefour Financial Report
Carrefour Financial Report
 
Yt Final Presentation Group 1 (Italy)
Yt Final Presentation Group 1 (Italy)Yt Final Presentation Group 1 (Italy)
Yt Final Presentation Group 1 (Italy)
 
Cherrytage pitch 20141211
Cherrytage pitch 20141211Cherrytage pitch 20141211
Cherrytage pitch 20141211
 
Marketing Portfolio
Marketing PortfolioMarketing Portfolio
Marketing Portfolio
 
Zonin in Brazil
Zonin in BrazilZonin in Brazil
Zonin in Brazil
 
Zonin in Brazil
Zonin in BrazilZonin in Brazil
Zonin in Brazil
 
Winestar - Innovation in Packaging @wbis2014
Winestar - Innovation in Packaging @wbis2014Winestar - Innovation in Packaging @wbis2014
Winestar - Innovation in Packaging @wbis2014
 
CV_FC_EN_2015
CV_FC_EN_2015CV_FC_EN_2015
CV_FC_EN_2015
 
Louis vuitton is still the leading luxry brand2t
Louis vuitton is still the leading luxry brand2tLouis vuitton is still the leading luxry brand2t
Louis vuitton is still the leading luxry brand2t
 

More from IEMI - CMH PARIS

Prune mateo consulting project_report
Prune mateo consulting project_reportPrune mateo consulting project_report
Prune mateo consulting project_reportIEMI - CMH PARIS
 
Creating a new brand concept out of Tanzanite
Creating a new brand concept out of TanzaniteCreating a new brand concept out of Tanzanite
Creating a new brand concept out of TanzaniteIEMI - CMH PARIS
 
Etude de Cas : fixer des objectifs individuels
Etude de Cas : fixer des objectifs individuelsEtude de Cas : fixer des objectifs individuels
Etude de Cas : fixer des objectifs individuelsIEMI - CMH PARIS
 

More from IEMI - CMH PARIS (7)

Tripwolf vs boo
Tripwolf vs booTripwolf vs boo
Tripwolf vs boo
 
Prune mateo consulting project_report
Prune mateo consulting project_reportPrune mateo consulting project_report
Prune mateo consulting project_report
 
Creating a new brand concept out of Tanzanite
Creating a new brand concept out of TanzaniteCreating a new brand concept out of Tanzanite
Creating a new brand concept out of Tanzanite
 
200910 Etude de cas
200910 Etude de cas200910 Etude de cas
200910 Etude de cas
 
Etude de Cas : fixer des objectifs individuels
Etude de Cas : fixer des objectifs individuelsEtude de Cas : fixer des objectifs individuels
Etude de Cas : fixer des objectifs individuels
 
workshop crowdsourcing
workshop crowdsourcingworkshop crowdsourcing
workshop crowdsourcing
 
Itrain
ItrainItrain
Itrain
 

Recently uploaded

A Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob BadgettA Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob BadgettJacobBadgett
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckHajeJanKamps
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...AnaBeatriz125525
 
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...Khaled Al Awadi
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxSaksham Gupta
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra
 
Stages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerStages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerAlejandro Cremades
 
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product DiscoveryDesmond Leo
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.FelixPerez547899
 
Unlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlastUnlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlastInstBlast Marketing
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsSlidesAI
 
How to refresh to be fit for the future world
How to refresh to be fit for the future worldHow to refresh to be fit for the future world
How to refresh to be fit for the future worldChris Skinner
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfhostl9518
 
Salesforce Loyalty Management A Comprehensive.pdf
Salesforce Loyalty Management A Comprehensive.pdfSalesforce Loyalty Management A Comprehensive.pdf
Salesforce Loyalty Management A Comprehensive.pdfqrsolutionsindia
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowMiriam Robeson
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseirhcs
 
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...Björn Rohles
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfomnme1
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdfzukhrafshabbir
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfmstarkes24
 

Recently uploaded (20)

A Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob BadgettA Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob Badgett
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
 
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
 
Stages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerStages of Startup Funding - An Explainer
Stages of Startup Funding - An Explainer
 
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.
 
Unlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlastUnlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlast
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
How to refresh to be fit for the future world
How to refresh to be fit for the future worldHow to refresh to be fit for the future world
How to refresh to be fit for the future world
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdf
 
Salesforce Loyalty Management A Comprehensive.pdf
Salesforce Loyalty Management A Comprehensive.pdfSalesforce Loyalty Management A Comprehensive.pdf
Salesforce Loyalty Management A Comprehensive.pdf
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to Know
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdf
 

Chateau Martinat

  • 1. CHÂTEAUMARTINAT GRAND VIN DE BORDEAUX Between Tradition and Modernity…  Aurélie BUISSON Larissa GUZMAN MBA 2
  • 2. How can we develop the « Château Martinat » market for customers in their Forties who are looking for tradition and modernity ?
  • 3.
  • 5.
  • 6. Company History , Products and Culture
  • 7.
  • 8. Macro environment Château Martinât 33 710 LANSAC 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.
  • 9.
  • 10. Company History , Products and Culture
  • 11.
  • 12. Company History, Products & Culture 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. 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. They make use of 25 hectare of vineyard in Blayais-Bourgeais
  • 13. CompanyHistory, Products & Culture Stéphane : “Perception of Quality” "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. “ 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.
  • 14. Company History, Products & Culture You can find enclosed the description of the main products (Château Martinat & Epicurea) and the 2010 prices .
  • 15.
  • 17.
  • 18. Geographicalmarkets(allocation of turnover) Allocation of turnover out of France
  • 19. Distribution Channels(allocation of turnover) The direct sales is a Hugepart of the sales and must bereinforced in the future marketing strategy
  • 20.
  • 22.
  • 23.
  • 24. SWOT of the Brand and Products Strengths of the brand and the Products A motivated couple in the age of the targeted customer with a unusual , modern and successful story in a traditional activity A very good wine quality guaranteed by the chart of the “Independent Vineyards” and its fame Fame of “Chateau Martinat” based on “coup de coeur guide Hachette” Médailles, press articles) Loyalty of customers based on key market research : Robert PARKER Competitive Prices The geographical situation reflects the image of France and Bordeaux Wines in the world
  • 25. SWOT of the Brand and Products Weaknesses of the Brand and the Products The lack of statistics for analyzing the activity and defining a new or focused marketing plan Resources for communication plan (time and money…) The distributions channels are not strong The production is not enough for the demand and the level of price is limited by the market and the higher cost of exporting.
  • 26. SWOT of the Brand and Products Opportunities for the Brand and the Products Export Scarcity of the product due to a choice of quality is a kind of specification of luxury product Going further with Luxury Hospitality chains and famous chefs New Key market research in the wine & gastronomic world Threats to the brand and the Products The enthusiasm of consumers for organicproductseven if the vineyardisharvestedmanually Dollars and Sterling exchange rates A decline in wine consumers due to the expansion of the Spirits market
  • 27.
  • 29.
  • 31. PLACE
  • 32.
  • 33. Marketing Strategy : PRODUCTS Packaging development : Packaging must be designed to bring this special touch of modernity in the brand “Chateau Martinat” Special packaging is made for special events : Elegant Taylor made packaging to be closed for their consumers Elegant packaging for Christmas time or festive events.
  • 34.
  • 36. PLACE
  • 37.
  • 38.
  • 40. PLACE
  • 41.
  • 42. Marketing Strategy : PLACE - DISTRIBUTION Chateau Martinat has to privilege contact on a personal website and regular personalized mailings. People in their forties who like to know the proprietor and the history of the wine that they buy. 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. Chateau Martinat could also imagine Individual Stores with a new concept in Wine Shops.
  • 43.
  • 45. PLACE
  • 46.
  • 47. Marketing Strategy : PROMOTION- COMMUNICATION Service & Pleasure 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. 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.
  • 48. Marketing Strategy : PROMOTION- COMMUNICATION Press & Key opinion leaders Independent Specialist who speaks about the products Robert PARKER : EPICUREA DE CHATEAU MARTINAT 2008 NOTE PARKER : 90/100 «  Sleepers of the vintage" 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 ».
  • 49. Press & Key opinion leaders Independent Specialist who speaks about the products Guide Hachette des Vins CHATEAU MARTINAT «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 ». « 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
  • 50.
  • 51. References & Sources « Le haut potentiel des hauts revenus » Marketing direct N° 90 – 01/02/2005 – Enquête réalisée par Sophie MENSIOR «  Luxe et tradition : comment réussir sa mutation ? Les approches respectives du vin et du parfum français » Marketing magazine N°72 – 01/09/2002 – Jean-Marc Lévy Tourisme en France. Le tourisme Français en 2007. Tourisme Stat no.2008 www.tourismegouv.fr Dossier « L’actualité des Cotes de Bourg ». Syndicat Viticole des Cotes de Bourgs Hélène DARROZE : http://www.doctissimo.fr/html/nutrition/plaisir/articles/11878-helene-darroze-cuisine-tradition-modernite.htm http://www.helenedarroze.com/helene-darroze