Marketing - the Champagne Market
REPORT ABOUT CHAMPAGNE
Summary
The purpose of this report is to show how's the level for the Champagne Market in the UK in 2010. In the report are covered the Micro Environmental Factor, the Macro Environmental Factors and the Marketing Mix. The main source is the MINTEL Report about Champagne and Sparkling wines from February 2010.
Table of Contents:
1. Introduction
2. Micro Environmental Factors 3. Macro Environmental Factors 4. Marketing Mix 5. Conclusion 6. References
1. Introduction
In the MINTEL report from February 2010 about Champagne and sparkling wine we find out that the UK Champagne market has seen a sharp decline in 2009, the economic downturn being a prime factor that caused it. However, Champagne Houses also have a number of tricky issues to negotiate in the UK market, for most among them the increasing power of supermarkets, meaning that Champagne’s luxury status is being diluted by discounting.
The report assesses the UK market for Champagne, including rosé and vintage Champagne, that are produced under strict regulation within the tightly defined Champagne appellation of France, including sales through both the off- and on-trade. Within the EU, the term méthode champenoise is similarly restricted only to the Champagne area. Coverage in the report is restricted to wine of fresh grape, produced from the naturally fermented juice of the grape, with a minimum strength of 5.5% alcohol by volume.
Contents
2. Micro Environmental Factors
2.1 The company Moët & Chandon or Moët, is a French winery and co-owner of the luxury goods company Moët-Hennessy - Louis Vuitton. Moët et Chandon is the world's largest Champagne producer. Despite the fact that it has a large production is still considered a top shelf Champagne which retains high quality. The company has a Royal Warrant so that they have to supply Champagne to Queen Elizabeth II. Moët et Chandon was established in 1743 by Claude Moët, and today owns
Summary
The purpose of this report is to show how's the level for the Champagne Market in the UK in 2010. In the report are covered the Micro Environmental Factor, the Macro Environmental Factors and the Marketing Mix. The main source is the MINTEL Report about Champagne and Sparkling wines from February 2010.
Table of Contents:
1. Introduction
2. Micro Environmental Factors 3. Macro Environmental Factors 4. Marketing Mix 5. Conclusion 6. References
1. Introduction
In the MINTEL report from February 2010 about Champagne and sparkling wine we find out that the UK Champagne market has seen a sharp decline in 2009, the economic downturn being a prime factor that caused it. However, Champagne Houses also have a number of tricky issues to negotiate in the UK market, for most among them the increasing power of supermarkets, meaning that Champagne’s luxury status is being diluted by discounting.
The report assesses the UK market for Champagne, including rosé and vintage Champagne, that are produced under strict regulation within the tightly defined Champagne appellation of France, including sales through both the off- and on-trade. Within the EU, the term méthode champenoise is similarly restricted only to the Champagne area. Coverage in the report is restricted to wine of fresh grape, produced from the naturally fermented juice of the grape, with a minimum strength of 5.5% alcohol by volume.
Contents
2. Micro Environmental Factors
2.1 The company Moët & Chandon or Moët, is a French winery and co-owner of the luxury goods company Moët-Hennessy - Louis Vuitton. Moët et Chandon is the world's largest Champagne producer. Despite the fact that it has a large production is still considered a top shelf Champagne which retains high quality. The company has a Royal Warrant so that they have to supply Champagne to Queen Elizabeth II. Moët et Chandon was established in 1743 by Claude Moët, and today owns
References: Kumar, N. (2004) Marketing as Strategy - Understanding the CEO 's Agenda for Driving Growth and Innovation. US, Harvard Business School Press. Aaker, D., McLoughlin, D. (2007) Strategic Market Management. European Edition. John Wiley & Sons. Kandampully, J., Mok, C., Kaye, S. C. (2001) Service Quality Management in Hospitality, Tourism, and Leisure. New York, Routledge. Morton, C. (2005) How to walk in high heels - The Girls Guide to Everything. New York, Hodder & Stoughton. Moët & Chandon Clouddid. (2010) Eight of the most famous wines. [Online]. Available from: http://www.clouddid.com:8080/showItem/showDetail/9964002.html [Accessed 05th December 2010]. The New York Times. (2009) Bubbles at a Discount for Consumers Trading Down [Online]. Available from: Solomon, M., Marshall, G., Stuart, E., Barnes, B., Mitchell, W. (2009) Marketing: Real People, Real Decisions. Harlow. Financial Times/ Prentice Hall.