Champagne Study in Uk Market (Marketing Plan)
Marketing in Context: Wine
Group 15: Matthias Suttner, Johanna Stenmark, Swati Mahajan, Sam Sin & Saunders Shen
Oct/Nov
12
Jean Pernet Champagne
08
Fall
Table of Contents Introduction 3 Current Situation of Champagne in the United Kingdom 4 Company Anlaysis 4 Current Situation of Jean Pernet 4 Strength 5 Weakness 5 Competitor Analysis 5 Target Segmentation 6 Product 6 Champagne 6 Jean Pernet Limited Edition 7 Champagne Booster 7 Price 7 Jean Pernet Champagne 8 Jean Pernet Champagne Limited Edition 9 Champagne Booster 9 Distribution 10 Evaluation of learning experience 12 Appendix 13 Organisation schedule for The Comité Interprofessionnel du Vin de Champagne 13 Figure 1.0 13 Figure 1.2 14 Figure 1.3 16
Structure
1. Executive summary of the marketing plan
2. Introduction
2.1.1 Introduction of Champagne
2.1.2 Current situation
2.1.2 Challenges
3. Company analysis
3.1.1 Current situation of the company
3.1.2 Strength
3.1.3 Weakness
3.1.4 Focus
4.1 Competitor Analysis
4.1.1 Position of the competitor
4.1.2 Strength
5. Segmentation of Market (customer analysis)
5.1.1 Summarize
5.1.2 segment 1
5.1.3 segment 2
5.1.4 Reason of choosing this specific group (decision process)
6.Marketing Plan
6.1 Product
6.1.1 Aim of the product
6.1.2 Product description
6.2 Pricing
6.2.1 Costs
6.2.2 Value based pricing
6.3 Distribution
6.3.1 Place to be distributed and the rationale behind
6.4 Promotion
6.4.1 Advertising (using sign)
6.4.2 Public relation
7. Drawback/Evaluation
8. Conclusion
9. Feedback of the project
Introduction
Throughout history, Champagne has been seen as a symbol of pleasure and luxuriance. The royalties and the nobles were the first to spread the word of this sparkling quality wine. Internationally, English were the first to welcome the beverage and today, the United Kingdom still is the biggest market for Champagne export. The development of
Group 15: Matthias Suttner, Johanna Stenmark, Swati Mahajan, Sam Sin & Saunders Shen
Oct/Nov
12
Jean Pernet Champagne
08
Fall
Table of Contents Introduction 3 Current Situation of Champagne in the United Kingdom 4 Company Anlaysis 4 Current Situation of Jean Pernet 4 Strength 5 Weakness 5 Competitor Analysis 5 Target Segmentation 6 Product 6 Champagne 6 Jean Pernet Limited Edition 7 Champagne Booster 7 Price 7 Jean Pernet Champagne 8 Jean Pernet Champagne Limited Edition 9 Champagne Booster 9 Distribution 10 Evaluation of learning experience 12 Appendix 13 Organisation schedule for The Comité Interprofessionnel du Vin de Champagne 13 Figure 1.0 13 Figure 1.2 14 Figure 1.3 16
Structure
1. Executive summary of the marketing plan
2. Introduction
2.1.1 Introduction of Champagne
2.1.2 Current situation
2.1.2 Challenges
3. Company analysis
3.1.1 Current situation of the company
3.1.2 Strength
3.1.3 Weakness
3.1.4 Focus
4.1 Competitor Analysis
4.1.1 Position of the competitor
4.1.2 Strength
5. Segmentation of Market (customer analysis)
5.1.1 Summarize
5.1.2 segment 1
5.1.3 segment 2
5.1.4 Reason of choosing this specific group (decision process)
6.Marketing Plan
6.1 Product
6.1.1 Aim of the product
6.1.2 Product description
6.2 Pricing
6.2.1 Costs
6.2.2 Value based pricing
6.3 Distribution
6.3.1 Place to be distributed and the rationale behind
6.4 Promotion
6.4.1 Advertising (using sign)
6.4.2 Public relation
7. Drawback/Evaluation
8. Conclusion
9. Feedback of the project
Introduction
Throughout history, Champagne has been seen as a symbol of pleasure and luxuriance. The royalties and the nobles were the first to spread the word of this sparkling quality wine. Internationally, English were the first to welcome the beverage and today, the United Kingdom still is the biggest market for Champagne export. The development of