Implementing Louis Roederer Champagne to Russia
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,
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,