Preserve the luxury or extend the brand
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Transcript of Preserve the luxury or extend the brand
Gaspard de Sauveterre•Owner •Possesses 50% of estate•Traditional perspective•Decision maker•Worried about future generations
Claire de Valhubert•Granddaughter of Gaspard•Possesses 25% of estate•Modern perpective•Proposed a change
Negociants •Merchants and dealers •Traditional perspective•Buy wine from de Vallois •Sell and ship wine•Reputation determine the price
ABOUT COMPANY
• Selling 2 wines • Cost : one wine @1000 euro : second wine @ 100-450 euro• best selling wine
Claire proposed •Produce third wine and sell it directly.•Keep the price low around 20-25 euro.•Attract more young consumers.•Extend the brand.
Francois perspective •Not enough grapes•More investment•New distribution and marketing channel•Losing negociants.•Who will produce ?
TATA NANO• FOR MIDDLE CLASS• KEEPING ITS CORE PROPERTIES• ATTRACTING AN ENTIRE NEW MARKET SEGMENT•MORE DEMAND
1.To attract young drinkers and other segments of people Gaspard should consider Claire’s suggestion
2.Claire should proceed with her suggestion while francois should take care of already established estate.
3.The distribution and marketing channel should be new for the third wine and they should adopt different strategy for it.
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.
Created by Jay s. Mehta, SPCE, during an internship by Prof. Sameer Mathur, IIM Lucknow.www.iiminternship.com