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