Implementing Louis Roederer Champagne to Russia

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18/02/2013

INTEGRATED MARKETING COMMUNICATION PLAN

LOUIS ROEDERER CHAMPAGNE - RUSSIA

Anne-Sophie BEINEIX - Mathilde BONETTI - Fanny EMART Aleksandra ULIANOVA

LOUIS ROEDERER CHAMPAGNE - RUSSIA

18 février 2013

TABLE OF CONTENTS
I. Project Summary ......................................................................... 2 a. Overview of the brand and identity b. Overview of the concept c. Purpose and goals 2 3 4

II.

Audience Profile ........................................................................... 5 a. Russia and Champagne drinker b. Gender c. Occasions for drinking Champagne for wealthy people d. Our defined target 5 5 6 7

III.

Communication Strategy ............................................................ 8 a. The price strategy b. The distribution strategy c. The communication strategy 8 8 8

IV.

Communication Tactics ............................................................. 11 a. Non-media decisions b. Media decisions 11 12

V.

Implementation ........................................................................... 14 a. Dior shop Poster b. Wedding magazine ads c. Fashion magazine d. Billboards 14 15 17 18

VI.

Management Issues ..................................................................... 20 a. Stages of development b. Importance of advertising effectiveness’ measure c. Keys measure indicators 20 20 21 1|Page

LOUIS ROEDERER CHAMPAGNE - RUSSIA

18 février 2013

I.

Project Summary
a. Overview of the brand and identity

Louis Roederer is a very famous French house of Champagne created in 1776 in Reims by Mr. Dubois father and son. In 1833, Louis Roederer itself became the heir of the “House of Champagne” and carried on house under its own name. The property is nowadays one of the last independent and familial houses of Champagne. As one of the most prestigious brand of champagne all over the world, the brand has conquered the largest markets such as Russia, Germany, Hungary or even Sweden. Few years later, in 1872, Louis Roederer brand known a real boom with 2 500 000 bottles sold including 660 000 bottles (around 27% of the whole production) for Russia. The brand rapidly became the official drink of the Tsar in Russia and a special vintage of Champagne, which gave birth of the new concept of “Prestige Vintage” was created especially for him: “Cristal Vintage Champagne”. It is actually a world-famous luxury Champagne very appreciated.

Brand identity

Personality o Unique identity o Exception o Design of bottles

Codes and Values o High quality o Luxury o Distinction o Experience

2|Page

LOUIS ROEDERER CHAMPAGNE - RUSSIA

18 février 2013

Attributes o International recognition o Strength of the logo Image o Luxurious brand o High selectivity

Functional benefits o Fragrance o Flavours

Emotional benefits o Superiority o Wake up of senses

b. Overview of our concept

Create a unique luxury place for wealthy young ladies to have fun and discover the Champagne culture, in the most premium city of Russia is the concept we want to develop. It aims to share the French luxury culture in Russia, thanks to a famous luxury brand of Champagne, Louis Roederer. In fact, as we found, in Russia, the champagne is a luxurious product which is associated to a high standard of living and to prestigious brands. Russian people and mostly women are the first consumers of champagne before men who buy it. Now this clientele will be able to spend good time, appreciate one of the best champagne in a special bar “The Roederer Experience” dedicated especially for them. Conviviality and luxury will create the unusual atmosphere.

3|Page

LOUIS ROEDERER CHAMPAGNE - RUSSIA

18 février 2013

c. Purpose and goals

Implement Cristal Roederer Champagne in Russia Make it the best known luxury champagne brand in the country and particularly in Moscow. Focus and attract a new luxury segment Make women used to buy and drink Cristal Roederer...
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