Preserve the Luxury or Extend the Brand
•Download as PPTX, PDF•
0 likes•835 views
Château de Vallois produces luxury wines and is deciding whether to preserve its luxury brand or expand into more affordable wines. It currently produces a premium Grand Vin for €1000 per bottle and a second label Pouillé for €100. Younger consumers are being priced out of luxury French wines. One option is to introduce an affordable €20-25 branded wine while keeping it separate to maintain exclusivity. However, this could damage relationships with merchants and tradition. The stakeholders disagree on the approach with the son preferring tradition and granddaughter favoring expansion. Both maintaining profits and market share must be considered in the decision.
Report
Share
Report
Share
Recommended
Preserve the luxury or extend the brand (shubham goswami)
This presentation analyses a Harvard Business Review article and applies the insights gained from the article to the Indian Market
Chateau Margaux Marketing Plan
Chateau Margaux produces prestigious wines regarded for their quality, heritage, and brand equity. It is looking to launch a third wine, L'Elegante Margaux, to target new customer segments. The strategy is to position L'Elegante Margaux as offering the best value while avoiding cannibalizing existing wines. It will be priced at €120 per bottle and distributed off-premise through specialized merchants and e-commerce to attract connoisseurs and enthusiasts without competing directly with the flagship wines. Key metrics like sales, awareness, and profitability will be monitored to evaluate the strategy's success in growing the brand and business.
Preserve the Luxury or Extend the Brand
This case study examines the debate around whether the famous Château de Vallois wine estate in Bordeaux, France should preserve its luxury brand or extend into a lower-priced branded wine market. The estate has been family-owned for generations and is known for its high-quality, expensive Grand Vin wine. However, Claire, one of the owners, wants to introduce a lower-priced branded wine to attract younger consumers. The estate manager François argues they should preserve their luxury reputation and not risk damaging relations with their distributors. They also lack the resources and expertise for a new branded wine business. Both sides present arguments around the costs, benefits and risks of entering the new market segment.
preserve the Luxury or Extend the Brand?
- Claire, the granddaughter of the owner of Chateau de Vallois, wants to expand into the affordable luxury wine market by selling directly to customers, but her uncle François disagrees with her proposal.
- Currently, 70% of the wine is sold to merchants a year before bottling, who then sell to distributors and importers, not allowing customers to purchase directly from the winery.
- Claire's plan would require investing in a new distribution channel, marketing, and expanding resources, but could reach more customers, increase brand usage, and lead to more sales through direct customer purchases. However, it also carries risks that François is concerned about.
Preserve the luxury or Extend the brand?
This document discusses a proposal to change the business strategy of Chateau de Vallois, a family-owned wine estate. There is disagreement among stakeholders on whether to enter the affordable luxury wine market. While Clare de Valhubert supports expanding into new markets, Gaspard de Sauveterre and Francois de Sauveterre worry this will damage the brand's reputation. Experts caution that the estate lacks experience in mass marketing and managing multiple brands could distract from their core business. The document recommends creating separate business units and boards to oversee traditional and new brands to minimize risks to the estate's reputation.
Preserve the luxury or extend the brand
This document discusses whether Chateau de Vallois, a high-end Bordeaux wine estate, should begin producing a more affordable branded wine to target younger consumers. Currently it sells its top wine at $999 per bottle through distributors. The estate owner's granddaughter wants to capitalize on their brand equity but others worry it could dilute their luxury status. Recommendations include starting an independent but complementary affordable wine brand to attract future customers, maintaining separate business units, and implementing direct marketing. The document also discusses how Tata Motors and other Indian companies successfully extended their brands into affordable luxury segments.
Preserve the Luxury Or Extend the Brand? HBR Case Study
The document discusses strategies for extending luxury wine brands to new markets. It notes that Chateau de Vallois currently sells 150,000 bottles annually of its Grand Vin at $999 per bottle, with the best remaining grapes used for 200,000 bottles of Puine. Clarie de Valhubert proposes introducing a new, more affordable $20-25 wine targeted at young drinkers, and investing in new marketing. However, others worry this could damage the brand. Potential options discussed include staying traditional, expanding internationally, partnerships, or a mid-range domestic and international wine at minimal risk. The document argues these insights apply to extending other luxury brands internationally or across price points.
Chateau margaux v0.1
This document provides an agenda and background information for discussing options for marketing and selling the exceptional 2009 wine from a chateau. It discusses analyzing the strengths, weaknesses, opportunities, and threats (SWOT) and performing a Porter's five forces analysis. Two main alternatives are discussed: selling the wine in bulk to negociants or bottling and selling it under the chateau's own brand. Key considerations are presented around product positioning, target markets, pricing, promotion, brand image, and supply. The document concludes with recommendations to be discussed.
Recommended
Preserve the luxury or extend the brand (shubham goswami)
This presentation analyses a Harvard Business Review article and applies the insights gained from the article to the Indian Market
Chateau Margaux Marketing Plan
Chateau Margaux produces prestigious wines regarded for their quality, heritage, and brand equity. It is looking to launch a third wine, L'Elegante Margaux, to target new customer segments. The strategy is to position L'Elegante Margaux as offering the best value while avoiding cannibalizing existing wines. It will be priced at €120 per bottle and distributed off-premise through specialized merchants and e-commerce to attract connoisseurs and enthusiasts without competing directly with the flagship wines. Key metrics like sales, awareness, and profitability will be monitored to evaluate the strategy's success in growing the brand and business.
Preserve the Luxury or Extend the Brand
This case study examines the debate around whether the famous Château de Vallois wine estate in Bordeaux, France should preserve its luxury brand or extend into a lower-priced branded wine market. The estate has been family-owned for generations and is known for its high-quality, expensive Grand Vin wine. However, Claire, one of the owners, wants to introduce a lower-priced branded wine to attract younger consumers. The estate manager François argues they should preserve their luxury reputation and not risk damaging relations with their distributors. They also lack the resources and expertise for a new branded wine business. Both sides present arguments around the costs, benefits and risks of entering the new market segment.
preserve the Luxury or Extend the Brand?
- Claire, the granddaughter of the owner of Chateau de Vallois, wants to expand into the affordable luxury wine market by selling directly to customers, but her uncle François disagrees with her proposal.
- Currently, 70% of the wine is sold to merchants a year before bottling, who then sell to distributors and importers, not allowing customers to purchase directly from the winery.
- Claire's plan would require investing in a new distribution channel, marketing, and expanding resources, but could reach more customers, increase brand usage, and lead to more sales through direct customer purchases. However, it also carries risks that François is concerned about.
Preserve the luxury or Extend the brand?
This document discusses a proposal to change the business strategy of Chateau de Vallois, a family-owned wine estate. There is disagreement among stakeholders on whether to enter the affordable luxury wine market. While Clare de Valhubert supports expanding into new markets, Gaspard de Sauveterre and Francois de Sauveterre worry this will damage the brand's reputation. Experts caution that the estate lacks experience in mass marketing and managing multiple brands could distract from their core business. The document recommends creating separate business units and boards to oversee traditional and new brands to minimize risks to the estate's reputation.
Preserve the luxury or extend the brand
This document discusses whether Chateau de Vallois, a high-end Bordeaux wine estate, should begin producing a more affordable branded wine to target younger consumers. Currently it sells its top wine at $999 per bottle through distributors. The estate owner's granddaughter wants to capitalize on their brand equity but others worry it could dilute their luxury status. Recommendations include starting an independent but complementary affordable wine brand to attract future customers, maintaining separate business units, and implementing direct marketing. The document also discusses how Tata Motors and other Indian companies successfully extended their brands into affordable luxury segments.
Preserve the Luxury Or Extend the Brand? HBR Case Study
The document discusses strategies for extending luxury wine brands to new markets. It notes that Chateau de Vallois currently sells 150,000 bottles annually of its Grand Vin at $999 per bottle, with the best remaining grapes used for 200,000 bottles of Puine. Clarie de Valhubert proposes introducing a new, more affordable $20-25 wine targeted at young drinkers, and investing in new marketing. However, others worry this could damage the brand. Potential options discussed include staying traditional, expanding internationally, partnerships, or a mid-range domestic and international wine at minimal risk. The document argues these insights apply to extending other luxury brands internationally or across price points.
Chateau margaux v0.1
This document provides an agenda and background information for discussing options for marketing and selling the exceptional 2009 wine from a chateau. It discusses analyzing the strengths, weaknesses, opportunities, and threats (SWOT) and performing a Porter's five forces analysis. Two main alternatives are discussed: selling the wine in bulk to negociants or bottling and selling it under the chateau's own brand. Key considerations are presented around product positioning, target markets, pricing, promotion, brand image, and supply. The document concludes with recommendations to be discussed.
Chateau Margaux case study
Château Margaux is a prestigious Bordeaux wine estate classified as a "first growth" with a reputation for producing elegant red wines. While France is losing market share to new world wines, taking control of distribution risks damaging the brand and expanding production is impossible given regulations. The status quo alternative of maintaining traditional production and distribution through merchants better protects the brand despite limited growth opportunities.
Chateau margaux - Marketing Analysis
Marketing Strategy Analysis - Chateau Margaux vinery.
This Analysis introduces a new value proposition for the French Vinery firm. Suggesting some concrete actions that the company could take in order to expand its business without losing its core values.
Chaumet: overview of observed current business strategies
This document provides an overview of Chaumet, a French luxury jewelry and watch brand founded in 1780. It discusses the company's history and key periods. It also outlines their current brand identity, collections, strategic initiatives, figures, positioning, competitors, and SWOT analysis. Additionally, it proposes a new product line called "Bee Myself" targeted at young professionals to expand into new markets like the US.
Global Wine War
The global wine industry has undergone significant changes in recent decades as New World producers have gained market share from traditional Old World producers. Specifically, the Judgment of Paris tasting in 1976 put California wines on the map and challenged French dominance. By 2007, New World wineries accounted for 14 of the top 20 global brands. Both New and Old World producers now face challenges of global oversupply. To regain market share, experts recommend that Old World producers focus on exports like China and the US, utilize innovative New World techniques, streamline regulations, and invest heavily in branding.
Cartier
Cartier was founded in Paris in 1847 and established as a luxury brand worldwide in the early 20th century. As a luxury brand, Cartier targets consumers who spend heavily on famous brands to enhance their image. It positions itself through legacy, elegance, and fine craftsmanship. Cartier's marketing mix emphasizes superior experience through performance, paucity, persona, and association with public figures. While known predominantly as a jeweler, opportunities exist in the growing luxury watch segment in emerging markets.
Preseve the luxury or extend the brand
Gaspard de Sauveterre owns Chateau de Vallois, a famous wine estate. His granddaughter Claire wants to extend the brand by selling a more affordable wine directly to consumers. This could open new customers but risks diluting the brand. Preserving the luxury brand only produces two rare, high-end wines sold through distributors. Stakeholders disagree on the best path.
Wine industry group 5_section 2
The document summarizes the attractiveness of the US wine industry in 2001. It analyzes the industry using Porter's Five Forces model, examining the barriers to entry, bargaining power of buyers and suppliers, threat of substitutes, and competitive rivalry. It finds the barriers to entry are high for budget wines but low for premium wines. Buyer power and threat of substitutes are both high. Competitive rivalry is also high within the budget segment. The document recommends a differentiation strategy for new entrants in the premium segment, and avoidance of the budget segment which has high barriers. It suggests established players in premium wines focus on niche products and customer retention, while those in budget wines focus on cost leadership and distribution.
Glossier cusumano
Glossier is an American beauty brand that plans to expand to Australia by offering an exclusive self-tanner product for the Australian market. Keys to success include offering quality products at competitive prices, an exclusive product, and unique in-store experiences. Glossier's philosophy focuses on natural beauty and making skincare practical. The Australian beauty market is growing, particularly in skincare, and Australian consumers value innovative, affordable products and in-store experiences.
Global branding gucci
1) The document discusses branding strategies for an Italian luxury brand called Goddess that deals in leather goods, shoes, ready-to-wear, jewelry and watches.
2) It analyzes the brand's target demographic as higher income females aged 26-40 from the US, Europe, China, Japan and the Middle East and profiles a target customer named Hazel.
3) The document outlines the brand's elements including its traditional logo, potential slogan, website URL, brand character, and packaging design.
Preserve the luxury or extend the Brand
1) The case study discusses a family owned wine estate in Bordeaux, France called Chateau de Vallois that is facing a dilemma around a proposal from the owner's granddaughter, Clare, to produce an affordable luxury wine that could be sold directly to consumers.
2) The CEO and estate manager oppose the idea due to concerns about damaging the brand reputation, increased operating expenses, and losing distributor relationships. Clare believes the new wine could attract younger customers and expand the brand.
3) The case examines the positives and negatives of brand extensions, providing examples from companies like Nestle, BPCL, Hindustan Lever Limited, and Coca-Cola. It discusses both successful and unsuccessful extensions undertaken by these brands
Longchamp
The document provides an analysis of Longchamp and its iconic Le Pliage bag. It begins with background on Longchamp's history and operations. A SWOT analysis is then given for Longchamp and its competitors Louis Vuitton, Michael Kors, and Coach. An external analysis using Porter's 5 Forces is also presented. Financial information for Longchamp and competitors is reviewed. Recommendations are made to manage Le Pliage's status through customization and a men's line. Improving the customer experience through retail changes is also suggested. Implementation strategies are outlined for the recommendations.
Chloé, a Licensing Proposal
This week I worked with the French luxury fashion house Chloé. In this presentation you will find a brief introduction to the brand, its target and product portfolio, its relationship with the French-American beauty manufacturer Coty, as well as a brief analysis of the make up market in the United States and, and a lipstick licensing proposal for the luxury fashion house.
Feel free to comment!
Marketing case of lvmh
This document discusses LVMH, a luxury goods company. It provides an overview of the company's profile, markets, performance, and challenges in Asia. LVMH has over 1500 stores and 50 brands worldwide. While demand for luxury goods is growing in Asia, LVMH's sales in the region have remained unchanged. Key issues include a narrow distribution network in Asia and cultural differences. To address this, the document recommends enhancing brand and customer value, customizing products to local tastes and lifestyles, and expanding the distribution network in Asia through flagship stores. The focus is on segmenting, targeting and positioning based on local Asian markets to capture more customers and reduce impacts from counterfeits.
Gucci Pop up
This document provides the history and background of the luxury brand Gucci. It discusses how Gucci was founded in 1921 in Florence, Italy as a luggage company. It then covers some of Gucci's expansions over the decades into different product categories and markets. The document also gives an overview of Gucci's leadership and creative directors over time. Finally, it provides some key financial and business information about Gucci's revenues, retail store count, and main competitors in the luxury sector.
Coco chanel
Chanel is a luxury fashion and beauty company founded in France in 1909 by Gabrielle "Coco" Chanel. It is known for its timeless elegance and style in clothing and accessories. Chanel specializes in haute couture and luxury goods like suits, dresses, handbags, and jewelry. The company strives to define style and create desire through its functional yet elegant designs. It is now jointly owned by the Wertheimer family and operates over 200 boutiques worldwide.
Preserve the luxury or extend the brand
The document discusses the situation facing Chateau de Vallois, a famous wine estate in Bordeaux, France. Claire de Val Hubert proposes introducing a lower-priced branded wine targeted at younger customers, in order to capture the next generation of wine drinkers. However, this could dilute the brand equity of the estate's prestigious GrandVin wines. It is debated whether the estate should preserve its luxury status or extend its brand through the new product line.
Global wine
The old world wine industries are struggling to enter the US market due to several factors. They lack effective distribution channels and marketing skills to compete with major new world brands in supermarkets and high streets. Additionally, consumers' preferences and behaviors are shifting towards new world wines and substitute products. For the old world wines to succeed, they need to target the premium market by emphasizing their heritage and traditional production processes, while also innovating to adapt to changing customer demands.
Wine Marketing Plan for BROLIO
Barone Ricasoli is the oldest winery in Italy, located in Chianti Classico region. It produces 13 wines, 5 special products, grappa, and olive oil. Currently 80% of production is exported to 18 Italian regions and 60 countries. The winery faces high competition and substitution threats due to the saturated Chianti Classico region and wide variety of alcoholic and non-alcoholic drinks. The proposal recommends increasing sales 5% through participating in a US wine event, hosting a winemaker's dinner with proceeds to charity, and an Instagram campaign using #EscapeWithBrolio and #WineWednesday hashtags.
Avon Competitive Strategy
AVON faces declining market share due to changing consumer trends and inconsistent branding. The company needs to reduce its brand portfolio, strengthen its e-commerce strategy, transform its sales model, and develop innovative sustainable products to regain competitive advantage. Recommendations include a leaner focus on beauty, modernizing the sales force, and restructuring the brand for long-term growth and increased profits.
The Deal
This presentation contains the analysis of a prospective acquisition of Bulgari by LVMH. This exercise was done as a part of a case study competition conducted by JPMorgan. The presentation covers various aspects like DCF Valuation, Trading comps, Transaction Comps, Synergy estimation, Acquisition financing etc.
Bm luxury group_5
Château de Margaux has been profitable for over 30 years. It sells its Grand Vin wine for $999 per bottle and its second wine Puiné for $100-450 per bottle. The owners, who control varying stakes, must decide whether to expand the brand. Claire, a young stakeholder, proposes introducing a new branded wine for $20-25 per bottle to enter the affordable luxury market and attract younger customers. While this could boost revenues, it may dilute the brand and alienate existing customers. The document analyzes the proposal using Ansoff's matrix and discusses brand extension factors and examples of when affordable luxury failed other brands like Burberry. It concludes Château de Margaux should maintain its luxury positioning
Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional view and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois argues they lack the grapes for expansion, while Claire believes a lower-priced wine could attract young consumers and grow the brand. The estate manager Jean Paul's expertise could help determine if brand extension is feasible without compromising quality or relations with their negociant partners. Gaspard's final decision will set the family business's strategy for the future.
More Related Content
What's hot
Chateau Margaux case study
Château Margaux is a prestigious Bordeaux wine estate classified as a "first growth" with a reputation for producing elegant red wines. While France is losing market share to new world wines, taking control of distribution risks damaging the brand and expanding production is impossible given regulations. The status quo alternative of maintaining traditional production and distribution through merchants better protects the brand despite limited growth opportunities.
Chateau margaux - Marketing Analysis
Marketing Strategy Analysis - Chateau Margaux vinery.
This Analysis introduces a new value proposition for the French Vinery firm. Suggesting some concrete actions that the company could take in order to expand its business without losing its core values.
Chaumet: overview of observed current business strategies
This document provides an overview of Chaumet, a French luxury jewelry and watch brand founded in 1780. It discusses the company's history and key periods. It also outlines their current brand identity, collections, strategic initiatives, figures, positioning, competitors, and SWOT analysis. Additionally, it proposes a new product line called "Bee Myself" targeted at young professionals to expand into new markets like the US.
Global Wine War
The global wine industry has undergone significant changes in recent decades as New World producers have gained market share from traditional Old World producers. Specifically, the Judgment of Paris tasting in 1976 put California wines on the map and challenged French dominance. By 2007, New World wineries accounted for 14 of the top 20 global brands. Both New and Old World producers now face challenges of global oversupply. To regain market share, experts recommend that Old World producers focus on exports like China and the US, utilize innovative New World techniques, streamline regulations, and invest heavily in branding.
Cartier
Cartier was founded in Paris in 1847 and established as a luxury brand worldwide in the early 20th century. As a luxury brand, Cartier targets consumers who spend heavily on famous brands to enhance their image. It positions itself through legacy, elegance, and fine craftsmanship. Cartier's marketing mix emphasizes superior experience through performance, paucity, persona, and association with public figures. While known predominantly as a jeweler, opportunities exist in the growing luxury watch segment in emerging markets.
Preseve the luxury or extend the brand
Gaspard de Sauveterre owns Chateau de Vallois, a famous wine estate. His granddaughter Claire wants to extend the brand by selling a more affordable wine directly to consumers. This could open new customers but risks diluting the brand. Preserving the luxury brand only produces two rare, high-end wines sold through distributors. Stakeholders disagree on the best path.
Wine industry group 5_section 2
The document summarizes the attractiveness of the US wine industry in 2001. It analyzes the industry using Porter's Five Forces model, examining the barriers to entry, bargaining power of buyers and suppliers, threat of substitutes, and competitive rivalry. It finds the barriers to entry are high for budget wines but low for premium wines. Buyer power and threat of substitutes are both high. Competitive rivalry is also high within the budget segment. The document recommends a differentiation strategy for new entrants in the premium segment, and avoidance of the budget segment which has high barriers. It suggests established players in premium wines focus on niche products and customer retention, while those in budget wines focus on cost leadership and distribution.
Glossier cusumano
Glossier is an American beauty brand that plans to expand to Australia by offering an exclusive self-tanner product for the Australian market. Keys to success include offering quality products at competitive prices, an exclusive product, and unique in-store experiences. Glossier's philosophy focuses on natural beauty and making skincare practical. The Australian beauty market is growing, particularly in skincare, and Australian consumers value innovative, affordable products and in-store experiences.
Global branding gucci
1) The document discusses branding strategies for an Italian luxury brand called Goddess that deals in leather goods, shoes, ready-to-wear, jewelry and watches.
2) It analyzes the brand's target demographic as higher income females aged 26-40 from the US, Europe, China, Japan and the Middle East and profiles a target customer named Hazel.
3) The document outlines the brand's elements including its traditional logo, potential slogan, website URL, brand character, and packaging design.
Preserve the luxury or extend the Brand
1) The case study discusses a family owned wine estate in Bordeaux, France called Chateau de Vallois that is facing a dilemma around a proposal from the owner's granddaughter, Clare, to produce an affordable luxury wine that could be sold directly to consumers.
2) The CEO and estate manager oppose the idea due to concerns about damaging the brand reputation, increased operating expenses, and losing distributor relationships. Clare believes the new wine could attract younger customers and expand the brand.
3) The case examines the positives and negatives of brand extensions, providing examples from companies like Nestle, BPCL, Hindustan Lever Limited, and Coca-Cola. It discusses both successful and unsuccessful extensions undertaken by these brands
Longchamp
The document provides an analysis of Longchamp and its iconic Le Pliage bag. It begins with background on Longchamp's history and operations. A SWOT analysis is then given for Longchamp and its competitors Louis Vuitton, Michael Kors, and Coach. An external analysis using Porter's 5 Forces is also presented. Financial information for Longchamp and competitors is reviewed. Recommendations are made to manage Le Pliage's status through customization and a men's line. Improving the customer experience through retail changes is also suggested. Implementation strategies are outlined for the recommendations.
Chloé, a Licensing Proposal
This week I worked with the French luxury fashion house Chloé. In this presentation you will find a brief introduction to the brand, its target and product portfolio, its relationship with the French-American beauty manufacturer Coty, as well as a brief analysis of the make up market in the United States and, and a lipstick licensing proposal for the luxury fashion house.
Feel free to comment!
Marketing case of lvmh
This document discusses LVMH, a luxury goods company. It provides an overview of the company's profile, markets, performance, and challenges in Asia. LVMH has over 1500 stores and 50 brands worldwide. While demand for luxury goods is growing in Asia, LVMH's sales in the region have remained unchanged. Key issues include a narrow distribution network in Asia and cultural differences. To address this, the document recommends enhancing brand and customer value, customizing products to local tastes and lifestyles, and expanding the distribution network in Asia through flagship stores. The focus is on segmenting, targeting and positioning based on local Asian markets to capture more customers and reduce impacts from counterfeits.
Gucci Pop up
This document provides the history and background of the luxury brand Gucci. It discusses how Gucci was founded in 1921 in Florence, Italy as a luggage company. It then covers some of Gucci's expansions over the decades into different product categories and markets. The document also gives an overview of Gucci's leadership and creative directors over time. Finally, it provides some key financial and business information about Gucci's revenues, retail store count, and main competitors in the luxury sector.
Coco chanel
Chanel is a luxury fashion and beauty company founded in France in 1909 by Gabrielle "Coco" Chanel. It is known for its timeless elegance and style in clothing and accessories. Chanel specializes in haute couture and luxury goods like suits, dresses, handbags, and jewelry. The company strives to define style and create desire through its functional yet elegant designs. It is now jointly owned by the Wertheimer family and operates over 200 boutiques worldwide.
Preserve the luxury or extend the brand
The document discusses the situation facing Chateau de Vallois, a famous wine estate in Bordeaux, France. Claire de Val Hubert proposes introducing a lower-priced branded wine targeted at younger customers, in order to capture the next generation of wine drinkers. However, this could dilute the brand equity of the estate's prestigious GrandVin wines. It is debated whether the estate should preserve its luxury status or extend its brand through the new product line.
Global wine
The old world wine industries are struggling to enter the US market due to several factors. They lack effective distribution channels and marketing skills to compete with major new world brands in supermarkets and high streets. Additionally, consumers' preferences and behaviors are shifting towards new world wines and substitute products. For the old world wines to succeed, they need to target the premium market by emphasizing their heritage and traditional production processes, while also innovating to adapt to changing customer demands.
Wine Marketing Plan for BROLIO
Barone Ricasoli is the oldest winery in Italy, located in Chianti Classico region. It produces 13 wines, 5 special products, grappa, and olive oil. Currently 80% of production is exported to 18 Italian regions and 60 countries. The winery faces high competition and substitution threats due to the saturated Chianti Classico region and wide variety of alcoholic and non-alcoholic drinks. The proposal recommends increasing sales 5% through participating in a US wine event, hosting a winemaker's dinner with proceeds to charity, and an Instagram campaign using #EscapeWithBrolio and #WineWednesday hashtags.
Avon Competitive Strategy
AVON faces declining market share due to changing consumer trends and inconsistent branding. The company needs to reduce its brand portfolio, strengthen its e-commerce strategy, transform its sales model, and develop innovative sustainable products to regain competitive advantage. Recommendations include a leaner focus on beauty, modernizing the sales force, and restructuring the brand for long-term growth and increased profits.
The Deal
This presentation contains the analysis of a prospective acquisition of Bulgari by LVMH. This exercise was done as a part of a case study competition conducted by JPMorgan. The presentation covers various aspects like DCF Valuation, Trading comps, Transaction Comps, Synergy estimation, Acquisition financing etc.
What's hot (20)
Chaumet: overview of observed current business strategies
Chaumet: overview of observed current business strategies
Similar to Preserve the Luxury or Extend the Brand
Bm luxury group_5
Château de Margaux has been profitable for over 30 years. It sells its Grand Vin wine for $999 per bottle and its second wine Puiné for $100-450 per bottle. The owners, who control varying stakes, must decide whether to expand the brand. Claire, a young stakeholder, proposes introducing a new branded wine for $20-25 per bottle to enter the affordable luxury market and attract younger customers. While this could boost revenues, it may dilute the brand and alienate existing customers. The document analyzes the proposal using Ansoff's matrix and discusses brand extension factors and examples of when affordable luxury failed other brands like Burberry. It concludes Château de Margaux should maintain its luxury positioning
Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional view and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois argues they lack the grapes for expansion, while Claire believes a lower-priced wine could attract young consumers and grow the brand. The estate manager Jean Paul's expertise could help determine if brand extension is feasible without compromising quality or relations with their negociant partners. Gaspard's final decision will set the family business's strategy for the future.
Preserve the luxury or extend the brand
Preserve the luxury or extend the brand is an article which makes to think gaspard (owner of wine company in france ) that to extend the brand name or just preserve it.
Preserve the luxury or extend the brand
The Chateau de Vallois wine estate is debating whether to preserve its luxury brand or extend its reach. Gaspard, the majority owner, must decide between his traditional views and his granddaughter Claire's proposal to produce a third, more affordable wine. Francois questions if there are enough grapes and resources for a new product. The estate risks losing its negociants but could attract younger customers and extend its brand by entering a new, lower price market segment. Gaspard must determine the best path for future generations at the estate.
Preserve the luxury or extend the brand
The document discusses Château deVallois, a famous wine estate in Bordeaux, France owned by 75-year-old Gaspard de Sauveterre. It sells 150,000 bottles annually of its Grand vin du for $999 per bottle, earning £100-£450 per bottle. The remaining grapes are used to make 200,000 bottles of less expensive Puine wine. The CEO's daughter observes young customers cannot afford the expensive wines and wants to create a new, more affordable £20-£25 range. Gaspard must decide whether to preserve the brand or extend it to new customers.
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...
Winerist, the leader in Wine & Food Tourism, conducted a survey with 500+ wineries from around world to assess the state of Wine Tourism at a global level.
We also looked at how wineries use Social Media and Online Technology in the 21st century.
What are the differences between the Old World and the New World? How can wineries use Wine Tourism & Social Media to increase direct to consumer sales?
The niche in the market: The case of Belgian Wines
Belgian wines have a very small share of less than 0.1% of the Belgian wine market, which is dominated by imports, primarily from France. Total Belgian wine production meets only about 0.1% of domestic consumption. To distinguish Belgian wines in this saturated market and justify their higher average price of €11 per bottle, producers need to focus on quality and terroir, educate consumers, and promote through competitions and tastings to build legitimacy and awareness. The marketing strategy of Belgian Wines Ltd. emphasizes developing the brand through understanding local markets and consumers and choosing appropriate marketing mix elements like price, placement in shops and restaurants, and promotional activities.
Wine tubes market validation ag_v4 (1)
The document summarizes market validation research for a business selling small sample-sized wine bottles in Australia. Survey results found consumers were open to trying new wines in small samples and spending over $500 annually on wine. While wineries were generally supportive, some had concerns about branding control. The market size for sample wines was estimated at $18.5 million annually based on wine magazine readership and consumption habits. Next steps proposed adjusting the business model, conducting a pilot program with initial wineries, and preparing full business plans.
Positioning strat in wine sector barbry
1) There are four main segments of wine consumers based on price and what they look for: Alimentation, Fun, Pleasure, and Art. The Alimentation and Fun segments, which seek everyday drinking and standard wines, make up most of the global demand.
2) Successful positioning strategies include targeting specific consumer segments. One example targeted the Unskilled wine lovers segment with an accessible brand in terms of geography, price, and advice.
3) Another example provided an affordable but good-tasting wine targeting the large Alimentation/Fun segments with easy packaging and a low price of 130 Roubles.
4) Targeting the Wine experts segment, one strategy focused on reliability,
Us wine industry section c_group2
The US wine industry in 2001 was mature and highly competitive. It was dominated by a few large players in the budget segment and had over 2500 wineries producing the remaining volume. Competition was intense as production outpaced consumption by 15-20% and there were low barriers to entry. Under Porter's five forces, the threat of new entrants and substitutes was high along with high competitive rivalry. A new entrant without differentiation would face strong challenges. To succeed, a new company should target the non-wine drinking majority and create an untapped blue ocean market rather than competing head-on in the red ocean. Existing players should also look beyond the red ocean to expand consumption. The industry competes on quality for premium wines and
Castel french wine
Castel Group is a major French producer of wine, beer, and soft drinks. It analyzes the French wine market, competitors, and performs a PEST, SWOT, and marketing mix analysis. Its action plan is to use latest technology, attractive packaging, low prices through penetration pricing, have a wide reach in France and presence in 5 continents, and promote through discounts and word of mouth.
Fauchon - Brand Identity & Co-Branding
This document discusses Fauchon, a French luxury food brand. It provides a history of Fauchon since its founding in 1886, a SWOT analysis, and details of its brand identity and positioning. Key aspects include a focus on modernity, elegance, creativity, and excellence in French gastronomy. The document also outlines Fauchon's international expansion, marketing strategies including its website and social media presence, and plans for future growth and product development through collaborations with schools.
Warwick strategy 2011
Warwick is a highly successful, family-run South African winery established over 30 years ago. It has built a super-premium brand through quality products and strategic marketing and sales. Quality is the top priority across all price points. Marketing focuses on the family history and stories behind the wines. Sales are growing annually through targeted strategies for each brand and an emphasis on high-end positioning. Warwick is committed to continued quality improvements, marketing investments, and sales growth in 2021.
Investment Presentation170212
This document discusses investing in fine wine as an alternative investment option. It outlines some of the key motives for wine investment such as portfolio diversification, tax efficiency, and the supply and demand environment of fine wines. The growing global markets in Asia and emerging economies are increasing demand. While traditional markets are maintaining consumption, limited production areas and aging stocks are supporting wine prices. Certain regions, producers, vintages and ratings are considered best for investment returns. Active management is highlighted as a way to potentially outperform wine indices over time. Both trade sale and auction are options for liquidating wines to cash.
Adopt a Grapevine
The winery offers an adoption program where patrons can adopt grapevines to receive wine and involvement in the winemaking process. Patrons receive a certificate, bottles of wine based on the formula chosen, vineyard visits and tastings, newsletters, and discounts. Adopting a grapevine makes a unique gift for occasions like birthdays and holidays. The winery is located in Gratallops in the Priorat region and produces artisanal wines through limited production.
Domaines Paul Mas - Overview
Overview of Domaines Paul Mas, the largest family-owned winery outside of Champagne and owner of nine estates throughout the Southern France region of the Languedoc.
Heineken NV 2014 company presentation
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
Rajesh
Rajesh Rajan has over 18 years of experience in retail sales and management within the wine and spirits industry. He has extensive knowledge of wines from major producing regions around the world. Rajan seeks to develop relationships and provide consultative selling. He is currently the Liquor Retail Manager for Lynk Afrique in Douala, Cameroon, where he leads daily operations and inventory management to optimize sales and profitability.
Wine Branding Magic Ingredients
The document discusses the importance of branding in the global wine industry. It provides statistics on wine production and consumption worldwide and in key countries. Branding is important because wine is a competitive global industry and consumption is concentrated in countries with strong consumer markets. The document outlines the key elements involved in winemaking and production. It explains how branding helps create perceptions of quality, awareness, associations and loyalty for wine brands. Strong branding distinguishes wine and creates emotional connections with consumers.
Similar to Preserve the Luxury or Extend the Brand (20)
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...
The niche in the market: The case of Belgian Wines
The niche in the market: The case of Belgian Wines
More from Sameer Mathur
Final assignment
created by ROHAN GUPTA in an Internship under
Proff Sameer Mathur, Marketing Proffessor, IIM Lucknow
Creative that cracks the code
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Creative that cracks the code
The document discusses six advertising campaigns that effectively cracked the code of marketing.
1. Pistachios used celebrities in its campaign and national TV spots, yielding a 233% increase in sales in its first year.
2. Coca-Cola China allowed viewers to interact with ads by "choking" bottle caps on screen.
3. Oreo crowdsourced daily cookie designs on Facebook, increasing shares by 4,400%.
4. Kia used subtle humor in ads to sell cars more effectively than excessive entertainment.
5. Marks & Spencer launched a campaign with Oxfam to encourage socially responsible shopping.
6. Target and Neiman Marcus hired the cast of TV show
Gino SA - Distribution Channel Management
Gino SA is a burner manufacturer considering expanding into the Chinese market. It currently distributes products through distributors who are resistant to some changes. A key customer, Feima Boiler, approached Gino directly for a better price as an OEM rather than through the distributor Jinghua. The best solution is to lower prices to Jinghua so it can offer discounts to Feima, avoiding upsetting the distribution channel. Breaking the channel could lose dealers, so an exception for industrial products may be negotiated while focusing on long-term benefits and relationships over immediate profits.
Gina SA Distribution Channel Management
Gino SA is a large burner manufacturer looking to expand its business in China, where it currently sells through distributors, but one distributor's largest customer, Feima Boiler, wants to deal directly with Gino as an OEM. However, granting Feima OEM status could undermine Gino's distributor relationship, so the best solution is to keep Feima loyal to the distributor while lowering transfer prices to the distributor to allow for discounts to Feima.
Goodyear : The aquatred launch
- Goodyear is a major tire manufacturer with a global presence and over 100,000 employees.
- The passenger tire market consists of replacement tires (65% of revenue) and original equipment manufacturer tires (35% of revenue).
- Goodyear wanted to launch the new Aquatred tire to target value-oriented and quality-focused customers and revitalize its brand.
- It planned a major launch campaign during the 1992 Winter Olympics with a $21 million budget.
A brand is forever a framework for revitalizing declining and dead brands
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
Gino sa distribution channel management case study
Created by ROHAN GUPTA, IIT (BHU) Varanasi, during an internship by Prof. SAMEER MATHUR, IIM Lucknow www.iiminternship.com
A brand is forever ! a framework for revitalizing declining & dead brands
The document discusses the decline and potential revitalization of brands. It outlines several causes of brand decline related to poor managerial actions, changes in the market environment, and competitive actions. Managerial missteps that can lead to decline include compromising on quality, unnecessary price increases, price cuts that damage brand image, neglecting strong brands, and failing to stay aligned with the target market. The document provides examples of brands that declined and presents guidelines for brand revitalization, including carefully repositioning the brand, correcting past mismanagement, and pursuing a defined target market. The key message is that revitalizing existing brands is often preferable to developing new brands.
What are the major trends with marketing intermediaries?
Major trends in marketing intermediaries include book stores combining with coffee shops and petrol pumps adding food stores. Large retailers like Walmart, Gap, and Delhaize are also integrating multiple product types. Another trend is the growth of shopper marketing which aims to influence customers during the actual purchase through in-store promotions, displays, and other tactics.
What marketing decisions do these marketing intermediaries make ?
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
What major types of marketing intermediaries occupy this sector?
This document discusses retailing and wholesaling. It defines retailing as selling goods or services directly to final consumers for personal use, and wholesaling as selling to those who buy for resale or business use. It outlines different types of retailers like specialty stores, department stores, drug stores, and off-price retailers. It also discusses corporate retailing models like franchising. Wholesaling types mentioned include merchant, full-service, limited service, brokers, agents, and manufacturers' branches. Logistics functions for wholesaling like order processing, warehousing, inventory, and transportation are also summarized.
What marketing strategies are appropriate at each stage of the product life c...
The document discusses the product life cycle and appropriate marketing strategies at each stage. It identifies four stages: introduction, growth, maturity, and decline. In the introduction stage, sales are slow and profits non-existent. Marketing strategies focus on building awareness, using cost-plus pricing, and conducting trials. In the growth stage, rapid market acceptance and substantial profits occur, and strategies shift to penetrating pricing, product extensions, and intensive distribution. During maturity, sales growth slows as competition increases and profits stabilize or decline, so strategies diversify brands and items, match competitors' prices, and encourage brand switching through emphasizing differences. Finally, in decline, sales drift downward and profits erode, so strategies phase out weak products and un
How should marketers adjust their strategies and tactics for an economic down...
The document provides 5 ways for marketers to adjust their strategies during an economic downturn or recession. These include: 1) increasing marketing expenditure to boost revenue and profits, 2) getting closer to customers to better understand their needs, 3) reviewing budget allocations to cut underperforming distributors and incentivize top sellers, 4) putting forth compelling value propositions rather than price reductions which are a mistake, and 5) fine-tuning brand and product offerings such as having luxury brands and lower-priced brands.
How can market leaders expand the total market and defend market share?
This document discusses strategies for market leaders to expand total market demand and defend market share. It outlines three ways to attract new customers: market penetration, new market segments, and geographical expansion. It also discusses two ways to increase usage: communicating advantages to increase frequency or amount of consumption, and identifying new applications. Finally, it discusses two approaches to protecting market share: proactive marketing through innovative capabilities and future vision, and defensive marketing such as reducing attack probability and diverting threats.
Change in marketing management
Major societal forces driving change in marketing management include the rise of network information technology, globalization, deregulation, heightened competition, industry convergence, and shifts in consumer buying power, access to information, participation, and resistance. Companies must develop capabilities to engage consumers via mobile marketing and new digital channels in order to adapt to these changes in the industry environment and consumer behaviors.
Core marketing concepts
This document discusses key marketing concepts like needs, wants, desires, segmentation, targeting, positioning, offerings, brands, value and satisfaction. It covers different marketing channels including communication, distribution, and service channels. It also discusses competition and the marketing environment. The document is a presentation on marketing for transport, banking, and insurance services that was created by Anubhab Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow. It provides credits and sources for images at the end.
Importance of marketing
Marketing is important for firms to prosper and survive by introducing more demand for goods and bringing about new products and services. This leads to the production of new goods and services which creates more jobs. Effective marketing also helps firms create a strong brand and loyal customer base while promoting socially responsible activities.
Scope of marketing
The scope of marketing includes goods, services, events, experiences, people, places, property, organizations, information, and ideas. Experiential marketing examples include amusement parks and water parks, while musicians and artists are examples of people promoted through marketing. The document was created by Anubhab Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow to discuss the wide scope of subjects that marketing can encompass.
Importance of marketing
Marketing is important for firms to prosper and survive by introducing more demand for goods and bringing about new products and services. This leads to the production of new goods and services which creates more jobs. Effective marketing also helps firms create a strong brand and loyal customer base while promoting socially responsible activities.
More from Sameer Mathur (20)
A brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brands
Gino sa distribution channel management case study
Gino sa distribution channel management case study
A brand is forever ! a framework for revitalizing declining & dead brands
A brand is forever ! a framework for revitalizing declining & dead brands
What are the major trends with marketing intermediaries?
What are the major trends with marketing intermediaries?
What marketing decisions do these marketing intermediaries make ?
What marketing decisions do these marketing intermediaries make ?
What major types of marketing intermediaries occupy this sector?
What major types of marketing intermediaries occupy this sector?
What marketing strategies are appropriate at each stage of the product life c...
What marketing strategies are appropriate at each stage of the product life c...
How should marketers adjust their strategies and tactics for an economic down...
How should marketers adjust their strategies and tactics for an economic down...
How can market leaders expand the total market and defend market share?
How can market leaders expand the total market and defend market share?
Recently uploaded
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastPickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your CompetitionHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Top digital marketing institutein noida
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationHow To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Grow Your Business Online: Introduction to Digital Marketing
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Etsy Marketing Guide - Tips For Selling Digital Products
This guide is for those who are selling digital products on Etsy platform.
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationDigital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Yes, It's Your Fault Book Launch Webinar
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Recently uploaded (20)
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Grow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital Marketing
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Preserve the Luxury or Extend the Brand
- 1. Preserve the Luxury or Extend The Brand?
- 3. Château de Vallois Types of
- 4. Grand Vin du Château de Vallois • Premium Wine • Cost – €1000 • Production – 150,000 Bottles/ year Puiné • Second in Line • Cost – €100 • Production – 200,000 Bottles/ year • Rest of the grapes were sold to other estates
- 6. Gasperd de Sauveterre 50% François de Sauveterre 25% Claire de Valhubert 25% Jean-Paul Oudineaux 0% Stake Holders
- 7. Gaspard de Sauveterre • Owner of Château de Vallois (50%) • Steadily Profitable since 1980 • Deciding whether to expand or not (Grand Father)
- 8. François de Sauveterre (Son) • CEO of Château de Vallois (25%) • In control of day-to-day operations • Traditionalist Perspective
- 9. Claire de Valhubert • Stakeholder of Château de Vallois (25%) • Studied from France’s elite grandes écoles • Planned to join Family Business • Radical Perspective (Grand Daughter)
- 10. Jean-Paul Oudineaux (Estate Manager) • Agricultural Engineer • Has been working for Gaspard for 30 Years • Helped Gaspard in restoring the estates to its former glory
- 11. Négociants • Look after the Marketing and Distribution chain. • Would buy even in the bad year. • Took nearly half of Profit. (Specialist Merchant)
- 12. The Problem? Younger wine enthusiasts were being priced out of High-End French Wines
- 13. • Enter “Affordable Luxury” market • Introduce a branded Wine at a price of 20 to 25 a bottle. • Keep the new wine seperate • Sell Directly to customers
- 14. Conflict • Loss of Exclusivity of Brand • Might sever relationship with Négociants • Lack of experience in Marketing and Distribution Chain • Will effect the Traditional Culture
- 15. Preserve the Luxury or Extend The Brand?
- 17. Tanishq launches diamonds for teens & working women Range Starts from ₹ 500 But Still maintains exclusive high-end jewelry collections http://www.thehindubusinessline.com/marketing/tanishq-launches-diamonds-for-teens-working-women/article4329324.ece
- 18. The iPhone 5C Is Not A Failure - Forbes Apple launched a ‘budget’ model –> IPhone 5C But still maintained its exclusivity with IPhone 5S
- 19. Options that should be considered
- 20. WAY1
- 22. WAY3
- 23. WAY4 MINIMAL
- 24. Of the Best WAY5
- 25. Should we Preserve the Luxury or Extend The Brand?
- 27. Criteria 1
- 29. Criteria 3 Maintain Relationship with négociateurs
- 30. Criteria 4 ‘Affordable Wine’ Market Share
- 31. These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )