Download - Preserve the luxury or extend the brand
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PRESERVE THE LUXURY OR EXTEND THE BRAND ?
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Chateau de Vallois
•Wine producing estate•Family owned•Record of quality and reputation
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Gaspard de Sauveterre•Owner •Possesses 50% of estate•Traditional perspective•Decision maker•Worried about future generations
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Claire de Valhubert•Granddaughter of Gaspard•Possesses 25% of estate•Modern perpective•Proposed a change
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Francois de Sauveterre•Son of Gaspard•Possesses 25% of estate•Traditional perspective
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Jean Paul•Estate manager•Agriculture engineer •Worked for 30 years in estate
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Negociants •Merchants and dealers •Traditional perspective•Buy wine from de Vallois •Sell and ship wine•Reputation determine the price
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ABOUT COMPANY
• Selling 2 wines • Cost : one wine @1000 euro : second wine @ 100-450 euro• best selling wine
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What to
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Enter “AFFORDABLE LUXURY “ Market
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Claire proposed •Produce third wine and sell it directly.•Keep the price low around 20-25 euro.•Attract more young consumers.•Extend the brand.
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Francois perspective •Not enough grapes•More investment•New distribution and marketing channel•Losing negociants.•Who will produce ?
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Solution
More grapes
Buy land and growBuy grapes
overseasHere itself
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Final decision depends on Gaspard
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SOME EXAMPLES
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IN 1991
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IN 1995
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IN 1999 ( INR 5)
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IN 2001
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TATA NANO• FOR MIDDLE CLASS• KEEPING ITS CORE PROPERTIES• ATTRACTING AN ENTIRE NEW MARKET SEGMENT•MORE DEMAND
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HUL•WILL INTRODUCE PACKED ROTI•RESEARCH DONE•HIGH DEMAND
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RECOMMENDATION
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1.To attract young drinkers and other segments of people Gaspard should consider Claire’s suggestion
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2.Claire should proceed with her suggestion while francois should take care of already established estate.
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3.The distribution and marketing channel should be new for the third wine and they should adopt different strategy for it.
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4.They can give the third wine a new product name and create a new brand so there is no danger of bad mouthing or declination of the estate.
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Lets relate this to some concepts in Kotler textbook
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BRAND EQUITY
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BRAND POSITIONING
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BRAND EXTENSION
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Created by Jay s. Mehta, SPCE, during an internship by Prof. Sameer Mathur, IIM Lucknow.www.iiminternship.com
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THANK YOU