Cha teau Margaux Launching the Third Wine
Frida Padilla A01164670
José Eduardo Martínez A01164789
José Alberto Romo A01167125
Christian Martínez A01164931
Daniela Espinosa A01169400
Rafael Mondragón A01169815
Château Margaux: Launching the Third Wine
Professor Giovanni Baldini
Team #2 August 17th, 2015.
Table of Contents:
Business Strategy 1
Marketing 1
Target Market 2
Product 2
Place 2
Promotion 3
Price 3
Value Chain 3
Wine production 3
Packaging 4
Distribution 4
Going Global 5
Finance 5
Exhibits: 7
Exhibit 1: 7
Exhibit 2: 7
Exhibit 3: 8
Exhibit 4: 8
Exhibit 5: 9
Sources 9
Le Troisième du Château Margaux
Business Strategy
The exclusivity and limited scope and accessibility of the Chateau Margaux brand it is very important to keep, due to the long and well reputation created through the years. The process of the creation of a new product will allow to better use the resources available. It is also intended to be seen as a more accessible product to the new generations that are consuming wines all over the world. In the creation of the new strategy, we decided to use of almost the same ingredients and environment that it is related to the second wine (Pavillon Rouge). It will help to keep the brand image, but taking care of the enforcement of the brand authenticity, focus on the luxurious aspects of their brand, having, for example, still a high price (125.13 USD) in order to not move to a cheap market.
Keeping the responsibility of the distribution, in order to maintain the quality in every step of the value chain. Stability of their price-points and establishment of the third brand as a high-end wine without the concern of a devaluation of the quality.
It will be important to keep the top sales on “Old Countries” as France and the UK ,but having in mind as well the introduction of the new wine to new markets as Japan, China and United States, where there will be a new marketing campaign focused on our the new markets (youngsters), having well in a
José Eduardo Martínez A01164789
José Alberto Romo A01167125
Christian Martínez A01164931
Daniela Espinosa A01169400
Rafael Mondragón A01169815
Château Margaux: Launching the Third Wine
Professor Giovanni Baldini
Team #2 August 17th, 2015.
Table of Contents:
Business Strategy 1
Marketing 1
Target Market 2
Product 2
Place 2
Promotion 3
Price 3
Value Chain 3
Wine production 3
Packaging 4
Distribution 4
Going Global 5
Finance 5
Exhibits: 7
Exhibit 1: 7
Exhibit 2: 7
Exhibit 3: 8
Exhibit 4: 8
Exhibit 5: 9
Sources 9
Le Troisième du Château Margaux
Business Strategy
The exclusivity and limited scope and accessibility of the Chateau Margaux brand it is very important to keep, due to the long and well reputation created through the years. The process of the creation of a new product will allow to better use the resources available. It is also intended to be seen as a more accessible product to the new generations that are consuming wines all over the world. In the creation of the new strategy, we decided to use of almost the same ingredients and environment that it is related to the second wine (Pavillon Rouge). It will help to keep the brand image, but taking care of the enforcement of the brand authenticity, focus on the luxurious aspects of their brand, having, for example, still a high price (125.13 USD) in order to not move to a cheap market.
Keeping the responsibility of the distribution, in order to maintain the quality in every step of the value chain. Stability of their price-points and establishment of the third brand as a high-end wine without the concern of a devaluation of the quality.
It will be important to keep the top sales on “Old Countries” as France and the UK ,but having in mind as well the introduction of the new wine to new markets as Japan, China and United States, where there will be a new marketing campaign focused on our the new markets (youngsters), having well in a