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Course : The luxury aspect of Wines Instructor : Melba ALLEN - BUILLARD Executive MBA in international hospitality and luxury brand management 2009-2010 - IEMI Paris
Citation preview
Between Tradition and Modernity…
CHÂTEAU MARTINATGRAND VIN DE BORDEAUX
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
Market and environmental Analysis
Marketing Target
Marketing Strategy
Market & environment analysis
Macro Environment
Company History , Products and Culture
Market and Customer Analysis
Macro environment
The Côtes de Bourg is located on the right bank of the Dordogne, where she meets the Gironde, just south of Blaye.
Macro environmentChâteau 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
Macro Environment
Company History , Products and Culture
Market and Customer Analysis
Company History, products & culture
Stephane and Lucie Donze used to live in Paris, She worked as a landscape architect and he was in Maritime transport. “Château Martinat” is the history of a successful reconversion dreamed by a lot of people and never achieved. Their love for the risk and their pleasure to live in the countryside, led them to become the owners of a large plot in “Côte de Bourg” in 1993. They over came struggles such as a bad vineyard. They also had to develop their vineyard, without a wine storehouse and without stock. They reconstructed the house, and survived the wine-producing crisis in Bordeaux.
Stéphane et Lucie DONZE
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
Company History, 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
Macro Environment
Company History and Culture
Market and Customer Analysis
The Brand Position in the Market
There are different kinds of competitors in Côtes de Bourg : Many are less expensiveMany have prestigious labels like St Emilion
Grand Cru and are less expensive than Château Martinat
Many Crus Bourgeois are also less expensive
It’s very difficult to have a realistic analysis because of the huge number of labels and exploitation in this area. The statistics are not published and known only to the producer.
Geographical markets(allocation of turnover)
50%
18%
32%France
European Economic community
International
Allocation of turnover out of France
5%
10%
20%
23%
40%
2%
UKBelgiumSwitzerlandJapanCanadaChina
Distribution Channels(allocation of turnover)
20%
10%
10%
20%
10%
12%
18%
Direct aux ParticuliersComités d'entrepriseCavistes/restaurateursVrac/NégociantsGMSMonopole d'EtatGrossistes
The direct sales is a Huge part of the sales and must be reinforced in the future marketing strategy
SUMMARY
Market and Environment Analysis
Marketing Target
Marketing Strategy
Marketing Target
Customer Target Group : The Forties Plus
Strengths and Weaknesses of the Brand and the Products
Customer target group French Company Officers, Managers in
their forties (between 35 to 50) Annual revenue more than 50.000 euros People who take pleasure in tasting the
gastronomy and local products with family and friends
who are looking for the culture of wine-tasting and wish to be able to talk about it with simplicity
People who are looking for very good and for special wines in at a reasonable price
People who want to discover new things which are based on strong educational and traditional values
People who enjoy a natural and high standard lifestyle : travelling, sports activity .
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 organic products even if the vineyard is harvested manually
Dollars and Sterling exchange rates
A decline in wine consumers due to the expansion of the Spirits market
SUMMARY
Market and Environment Analysis
Marketing Target
Marketing Strategy
Marketing Strategy
PRODUCTS
PRICES
PLACE
PROMOTIONS
Marketing Strategy : PRODUCTS
Product Development and Diversification :
Chateau Martinat Bordeaux Rose Chateau Martinat Bordeaux Blanc.
These wines are scarce and add value to the brand because there is not a production and a millesime vintage each year and people have to reserved it before it is produced.
The packaging and especially the label are more designed to distinguish traditional products or established ones like red wines from the former.
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
PRODUCTS
PRICES
PLACE
PROMOTIONS
Marketing Strategy : PRICES
The price range is a good one because we have upper range wines (EPICUREA and Chateau Martinat) and middle range red wine with Chateau Les Donats. The strategy is to keep this position in the market.
Promotion of our productsWe want to position our products for people in
their forties who are going to trade fairs in order to find a bargain make a good deal and discover new producers. ( independent vineyard trade fairs of Paris, Lyon trade fair …)
Marketing Strategy
PRODUCTS
PRICES
PLACE
PROMOTIONS
Marketing Strategy : PLACE - DISTRIBUTION
Due to a rather small production in the market development in large countries like USA or China is limited.
So we have to focus on France and European countries relying on the heritage and the French image of “art de vivre “ and gastronomy.
Exploit as soon as possible direct sales.The most wine consumer countries in the European Union are France, Germany, Denmark, Spain, Britain and Portugal
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.
Marketing Strategy
PRODUCTS
PRICES
PLACE
PROMOTIONS
Marketing Strategy : PROMOTION- COMMUNICATION
Maintain the partnership with luxury hotels and restaurants
Meurice & Hyatt (Paris) Joël Robuchon (Monte Carlo)
Develop new partnerships with new Chef like …
Hélène DARROZE – 2 stars in the Michelin guide and her traditional and modern cuisine originating from the Southwest.
Marketing Strategy : PROMOTION- COMMUNICATION
Service & PleasureWe 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.
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 very weak yield and a ruby / violet color, round tannins and the blackberry and redcurrant flavour , whith sprinklings of chocolat and spices. This wine will be sampled between 3 and 10 years after fermentation ».
Press & Key opinion leaders Independent Specialist who speaks about
the productsGuide Hachette des Vins
○ CHATEAU MARTINAT
«MY PERSONAL CHOICE » GUIDE HACHETTE 2010« One of the assured values of the garanteed vintage. Gravelly clay soil : typical variety of vines: the dominant is Merlot, but the Malbec raises his profile. With hard work, this has produced a wine that is always successful. And already having been chosen as a favourite . Here is another that will complete the collection. The ruby color is at the same time, alive and deep. The nose perceives the smoked wood and the mature grapes. The mouth perceives the same thing, unmasking a soft skin , supported by quality tannins, which is a little firm. After one or two years, the harmony will be perfect ».
« A well-liked classic of the genus which flows by itself thanks to the souple tanins without asperities, a fruity texture that you can distinguish and a good armony.REGAL Magazine, special wine selection 2009
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.htmhttp://www.helenedarroze.com/helene-darroze