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.
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Preserve the luxury or extend the brandSameer Mathur
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.
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FOCUS ON INVESTMENT OF VINEYARD
Thierry Rustmann
CEO of Compagnie Bordelaise Viticole & Agricole – Rustmann et Traonouëz,
CIO of Rustmann&Associés SARL, Owner of Château Beau Soleil (AOC Pomerol)
As former solicitor into the Court of Appeal of Bordeaux and CEO of Grand Cru Classé 1855, from 1993 to 2004, Thierry Rustmann has acted as an advisor for institutional investors and families to help them to perform their wineries recovery (including several Grand Crus Classés). He became a member of several prestigious organizations’ boards (“Conseil des Crus du Médoc” and “Union des Grands Crus de Bordeaux”). In 2008, he decided to create a company dedicated to wine estate investment involved in more than 40 successful deals (ranging from € 1 million to € 20 million).
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
Preserve the luxury or extend the brandSameer Mathur
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.
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.
FOCUS ON INVESTMENT OF VINEYARD
Thierry Rustmann
CEO of Compagnie Bordelaise Viticole & Agricole – Rustmann et Traonouëz,
CIO of Rustmann&Associés SARL, Owner of Château Beau Soleil (AOC Pomerol)
As former solicitor into the Court of Appeal of Bordeaux and CEO of Grand Cru Classé 1855, from 1993 to 2004, Thierry Rustmann has acted as an advisor for institutional investors and families to help them to perform their wineries recovery (including several Grand Crus Classés). He became a member of several prestigious organizations’ boards (“Conseil des Crus du Médoc” and “Union des Grands Crus de Bordeaux”). In 2008, he decided to create a company dedicated to wine estate investment involved in more than 40 successful deals (ranging from € 1 million to € 20 million).
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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
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Preserve the luxury or extend the brand
1.
2.
3.
4. About Gaspard de Sauveterre,the 75 year old owner of
Château deVallois…
… a famous wine-producing estate in the Bordeaux region of France
5.
6. CEO: François de Sauveterre
Estate Manager:Jean-Paul Oudineaux
Owner: Gaspar de Sauveterre
Some important characters of the story:
7. 150,000 bottles of
Grand vin du were sold
annually
The average US customer paid $999 for a
bottle of GrandVin,of which deVallois
collected between £100-£450
8. The best of the remaining grape were used to sell 200,000 bottles of Puine
9.
10.
11.
12. She observed
that the younger
drinkers were
unable to afford
wine produced
by their estate
due to its high
price.
17. To capture a
new set of
customers
Gain their trust until
they can afford the
expensive brand
Increase the revenue
and profits
Capitalization
Added flexibility
Building relations
with people from all
sets of the social
structure
Why should Gaspard accept this new idea ?
18. Why Gaspard should reject this idea?
Dilution of
brand equity
Alienation of
core customers
Added
expense
Buying of
extra assets
Loss of
negociants
Lack of expertise
in lowly wines
19.
20. Insights from this story can be
applied to many brands in the
India Market:
