- pour -
Clairette de Die
Summary
INTRODUCTION
MARKET
BIG IDEA
STRATEGY
INDRODUCTION
The team
Marion EFFRAY
C.E.O
Lisa PONCHON
Digital project manager
Amandine CHICOT
Press Relations
Capucine PIEDELEU
Gy...
Brief
Clairette de Die
U.S
Launch
The Brand
RATIONAL BENEFITS
taste of good sparkling wine, quality, diversity
EMOTIONAL BENEFITS
Feel eco-friendly, play ...
MARKET
Global wine market
3 . 7 3 5
BILLIONS BOTTLES
82% of California wine was sold in the U.S.
rest
of the
U.S
California
...
Organic wine
market
Exchange rates and taxes are an
obstacle to a correct long term
development in the USA
Organic wine
market
The import of organic French wine
is difficult in the USA since
reglementation isn’t the same for
for...
Organic wine
market
There is an increase in organic
sparkling wine consumption in the
USA. However the market is still
we...
Trends in wine
market
SUPER-SOMMS
 
 
 
GOBAL CONSUMPTION
AND PRODUCTION
SUSTAINABILITY
RISING CONSUMPTION
FO...
Location
Location
WINE COUNTRY
+
HIGH DENSITY OF POPULATION
+
YOUNG POPULATION
+
MULTICULTURALISM
+
TREND SETTER
« IN THE
STREET OF
SAN
FRANCISCO
GENTLE
PEOPLE WITH
FLOWERS IN
THEIR HAIR »
S.W.O.T
S
w
•  Organic production
•  French culture
•  Strong values : tradition, family, handmade
T
•  Unknow in u.s ...
Challenge
HOW CAN WE CREATE A STRONG AND IMPACTING
CAMPAIGN TO INTEGRATE CLAIRETTE DE DIE IN
THE AMERICAN MARKET, WHEN IT...
BIG IDEA
Key insight
CONSUMERS WANT THEIR PRODUCT TO BE
new
authentic
trendy
simple
BUT
global
organic
Concept
STRATEGY
Objectives
n° 1
SALES
Integrate Clairette de Die in San Francisco and
make it indispensable for each moment of
celebrati...
Communication
targets
• 
• 
• 
• 
• 
• 
+ 21 years old
Men and women
Urban
25-35 years old
high level class
“hipster”, e...
Marketing targets
WOMEN & LIFESTYLE
•  Vanity Fair
•  Elle
•  Vogue
FOOD
•  Gastronomica
•  Sunset
•  Diablo
WINE PRO
...
Actions
EVENT 1 :
STREET
FOOD FEST
LIMITED
EDITION
EVENT 2 :
POP-UP BAR
ACTIONS
RETAIL
STRATEGY
PRESS
RELATIONS
DIGITAL...
1st Event
Street Food Festival
e
oth exampl
bo
1st Event
Street Food Festival
Create an event for the trend
setters of San Francisco. A
celebration for their image and
a...
1st Event
Street Food Festival
2nd Event
Pop-up bar
Creation of a pop up bar in San
Francisco for a week in September
that will respect the values and
co...
2nd Event
Pop-up bar
3rd Event
Limited edition
Create a special bottle for our limited edition
with the San Francisco colors and call it “the
b...
Press relations
Invite the press « highest circulation magazines
and newspapers» in San Francisco and Northern
California
...
Digital
WEBSITE
translation in English to show
the public our new and trendy
image
INSTAGRAM
FACEBOOK
PINTEREST
relay ...
Retail strategy
Sales persons will visit and talk to all the biggest restaurants in
San Francisco, to share the arrival of...
Actions
EVENT 1 :
STREET
FOOD FEST
LIMITED
EDITION
EVENT 2 :
POP-UP BAR
ACTIONS
RETAIL
STRATEGY
PRESS
RELATIONS
DIGITAL...
Budget
16%
 
EVENT
 
4%
 
PRESS
 
DIGITAL
 
7%
 
53%
 
RETAIL
 
LIMITED
 EDITION
 
RESERVE
 -­‐	...
Planning
MARCH!
APRIL!
STREET
FOOD
FEST."
-"
BOOTH
BOOKING"
POP-UP
BAR"
AUTHORIZ
ATION
REQUEST"
STRUCTU
RE
BOOKING"...
CHEERS !
of 38

CLAIRETTE de DIE

Recommandation stratégique pour l'implantation de la marque Clairette de Die sur le marché américain. Compétition de Global Marketing réalisée en 2014 dans le cadre de ma dernière année de master à l'ISCOM Paris. -- Strategic recommendation for the introduction of Clairette de Die sparkling wine on the U.S market School case created in 2014 during my last year at ISCOM Paris.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - CLAIRETTE de DIE

  • 1. - pour - Clairette de Die
  • 2. Summary INTRODUCTION MARKET BIG IDEA STRATEGY
  • 3. INDRODUCTION
  • 4. The team Marion EFFRAY C.E.O Lisa PONCHON Digital project manager Amandine CHICOT Press Relations Capucine PIEDELEU Gypsy FERRARI Event manager Art Director
  • 5. Brief Clairette de Die U.S Launch
  • 6. The Brand RATIONAL BENEFITS taste of good sparkling wine, quality, diversity EMOTIONAL BENEFITS Feel eco-friendly, play a part in the Earth’s evolution, think about the future while feeling good sharing a bottle with friends or family, enjoy a festive moment, be a classy epicurean
  • 7. MARKET
  • 8. Global wine market 3 . 7 3 5 BILLIONS BOTTLES 82% of California wine was sold in the U.S. rest of the U.S California 39%   61%   California supplied 61% of all wine sold $7 Approximately 57% of the wine sold in the U.S. retailed for under $7 a bottle
  • 9. Organic wine market Exchange rates and taxes are an obstacle to a correct long term development in the USA
  • 10. Organic wine market The import of organic French wine is difficult in the USA since reglementation isn’t the same for foreign production
  • 11. Organic wine market There is an increase in organic sparkling wine consumption in the USA. However the market is still weak because the products are not well distributed and are expensive
  • 12. Trends in wine market SUPER-SOMMS       GOBAL CONSUMPTION AND PRODUCTION SUSTAINABILITY RISING CONSUMPTION FOR THE EVERYMAN
  • 13. Location
  • 14. Location WINE COUNTRY + HIGH DENSITY OF POPULATION + YOUNG POPULATION + MULTICULTURALISM + TREND SETTER
  • 15. « IN THE STREET OF SAN FRANCISCO GENTLE PEOPLE WITH FLOWERS IN THEIR HAIR »
  • 16. S.W.O.T S w •  Organic production •  French culture •  Strong values : tradition, family, handmade T •  Unknow in u.s market •  Average image •  Complicated regulations and differences between France and U.S •  Exchange rate €>$ •  Expensive price of the wine in U.S market •  Competitive market •  Ignorant consumers •  Growing market •  Favorable trends : keen on French products, organic trend, back to authentic products, interest in mixology •  San Francisco : wine culture + trendsetter consumers + many food festival O
  • 17. Challenge HOW CAN WE CREATE A STRONG AND IMPACTING CAMPAIGN TO INTEGRATE CLAIRETTE DE DIE IN THE AMERICAN MARKET, WHEN IT IS KNOWN TO BE SATURED ?
  • 18. BIG IDEA
  • 19. Key insight CONSUMERS WANT THEIR PRODUCT TO BE new authentic trendy simple BUT global organic
  • 20. Concept
  • 21. STRATEGY
  • 22. Objectives n° 1 SALES Integrate Clairette de Die in San Francisco and make it indispensable for each moment of celebration Make the brand likable to the trendsetters/early adopters, and then develop word of mouth n° 3 IMAGE NOTORIETY n° 2 Create a qualitative and festive image, while keeping its natural and ecological values
  • 23. Communication targets •  •  •  •  •  •  + 21 years old Men and women Urban 25-35 years old high level class “hipster”, eco-friendly, healthy life, interested about new trends and innovative product
  • 24. Marketing targets WOMEN & LIFESTYLE •  Vanity Fair •  Elle •  Vogue FOOD •  Gastronomica •  Sunset •  Diablo WINE PRO •  Food & Wine •  Wines & Vines LOCAL •  The examiner •  Daily Journal •  The SF Chronicle •  The SF Magazine
  • 25. Actions EVENT 1 : STREET FOOD FEST LIMITED EDITION EVENT 2 : POP-UP BAR ACTIONS RETAIL STRATEGY PRESS RELATIONS DIGITAL STRATEGY
  • 26. 1st Event Street Food Festival e oth exampl bo
  • 27. 1st Event Street Food Festival Create an event for the trend setters of San Francisco. A celebration for their image and also Clairette de Die’s. Partner up with an event that is already organized in the USA to benefit from its notoriety. Create a stand with an ecological and zen atmosphere, with the theme “bobo”, south of France Intrigue and influence consumers in San Francisco to develop word of mouth all over the country
  • 28. 1st Event Street Food Festival
  • 29. 2nd Event Pop-up bar Creation of a pop up bar in San Francisco for a week in September that will respect the values and colours of Clairette de Die An important and strong moment: an opening evening with the press and leaders of opinion During the week, people would discover our products, our limited edition and our associations of food and sparkling wine. Our aim is to make our brand known to the public, create a modern and high quality image while increasing our sales.
  • 30. 2nd Event Pop-up bar
  • 31. 3rd Event Limited edition Create a special bottle for our limited edition with the San Francisco colors and call it “the bay” It would only be sold at the festival and in the pop-up store Our objective is to give a new image to the brand and create a link between the brand and its customers. To tell them that there are special to clairette de die
  • 32. Press relations Invite the press « highest circulation magazines and newspapers» in San Francisco and Northern California Invite the journalists to our event Send them a bottle of sparkling wine + a complete press package + a movie on French wine and interviews with wine-growers. Invite journalists to our pop-up store evening in September
  • 33. Digital WEBSITE translation in English to show the public our new and trendy image INSTAGRAM FACEBOOK PINTEREST relay of the other social networks + contest TWITTER relay of market news and live tweet pictures of the events and of the moments shared with the brand. lifestyle, food, France, vignoble boards VINTANK social monitoring for wine business (brings all others in one place
  • 34. Retail strategy Sales persons will visit and talk to all the biggest restaurants in San Francisco, to share the arrival of Clairette de Die with them and develop word of mouth. They will give out a special kit with a bottle of our sparkling wine, a glass, a coaster, a bottle opener and a catalog with all of our products.
  • 35. Actions EVENT 1 : STREET FOOD FEST LIMITED EDITION EVENT 2 : POP-UP BAR ACTIONS RETAIL STRATEGY PRESS RELATIONS DIGITAL STRATEGY
  • 36. Budget 16%   EVENT   4%   PRESS   DIGITAL   7%   53%   RETAIL   LIMITED  EDITION   RESERVE  -­‐  -­‐   8%   AGENCY  -­‐  -­‐   10%   2%   TOTAL = $149.352
  • 37. Planning MARCH! APRIL! STREET FOOD FEST." -" BOOTH BOOKING" POP-UP BAR" AUTHORIZ ATION REQUEST" STRUCTU RE BOOKING" LIMITED EDITION" DESIGN" P.R" WRITING AND DESIGN OF PRESS KITS, INVITATION AND BASKET GIFT" DIGITAL" RETAIL" MAY! JULY! -" PROVIDER S BOOKING" INVIT.
 SENDING" ONLINE" PRINTING" SEPT.! OCT.! EVENT! -" -" EVENT! SALES BEGINNIN G" PRODUCTION" PRESS KIT AND INVIT.
 PRINTING" AUGUST! PRE-PROD" PROVIDER S PRE-PROD" BOOKING " WEBSITE AND SOCIAL NETWORK COUNTS DESIGN" DESIGN AND WRITING OF THE CONTENT" JUNE! BASKET GIFT PROD." PRESS ITW
 (FEST)" PRESS ITW (POP UP)" CONTEST " POST EVENT REPORT" CONTEST REWARD" RESTAURANT RESEARCH"
  • 38. CHEERS !

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