Saturday, March 23, 13 The World’s most LOVED Champagne Saturday, March 23, 13 History & Background ?Part-holder of LVMH (66% share in M&C) ? Established in 1743 by Claude Moet – as Moet et Cie (Moet&Co. ) – for wine trading ? Began business in 1750 by supplying the Royal Court at Compiegne ? In 1750 also shipping to Germany, Spain, Eastern EU, and colonial British America ? In 1972, Jean-Remy Moet (grandson) has begin the winery production by buying vineyards; ? While the French Benedictine monk, Dom Perignon, mastered double-fermentation for creating champagne Now owns more than 2,500 acres vineyards ? Produce approx 26M bottles of champagne annually ? Accounts for approx 25% of global champagne market (by volume) Saturday, March 23, 13 LVMH brands Saturday, March 23, 13 Moet at a Glance ?4 Main Products ? Moet Imperial ? Rose Imperial ? Nectar Imperial ? Moet Ice Imperial ? Grand Vintage ?Plus other vintage and special limited-edition champagnes Saturday, March 23, 13 Moet at a Glance ? In-media appearance ? Slogan: Be Fabulous ? Print ads ? of? cial website ? Facebook ? YouTube ? Twitter ? iOS applications Saturday, March 23, 13
Moet at a Glance ? Marketing situation ? Perceived to be the most prominent brand in online world (partly due to extensive online advertising and Roger Federer) ? The biggest export market is UK but the consumption volume is slightly declining Saturday, March 23, 13 Strategy ? Glocal strategy – in 2011, began to grow grapes in Northwest China with farm operator Ningxia Nongken Will be China’s ? rst-time-ever made in China Champagne Aim to capture Asia market esp China and India – with joint venture approach Has done this for the U. S. for 30 yrs ald (sells in the U. S. nder brand Roederer Estate, Chandon) Grow business by encouraging younger audience to engage with the brand ? ? ? ? “In the Night” concept of brand communication (in cinema platform) using movie stars and reference for celebration To achieve “Champagne of Cinema” image, Moet appears in various hollywood movies and at international ? lm festivals, private dinners, parties and premieres Boost sports alignment via Roger Federer ? ? ? Saturday, March 23, 13 Main Competitors ?Veuve Cliquot et Ruinart (LVMH) ? Remy Cointreau (Piper-Heidsieck) ? BCC (Boizel Chanoine Champagne) ?
Pernot-Ricard (Perrier-Jouet et Mumm) Saturday, March 23, 13 Key Persons Bernard Arnault (Bernard Jean Etienne Arnault) LVMH director Saturday, March 23, 13 Key Persons Stephane Baschiera, president and chief executive of Moet & Chandon (since Mar 2012) ? Stephane Baschiera joined Moet Hennessy, the wines and spirits division of LVMH, in 1996 and since then has been Commercial Director of Moet Hennessy Diageo France, Director of Moet Hennessy in Italy, and then Chief Executive Of? cer of the Maison Ruinart. ? Since 2009, he has held the position of Chief Executive Of? er of the Maison Veuve Cliquot Ponsardin, and has contributed to the excellent performance of the Maison since that time. About Jean-Marc Lacave, former CEO Jean-Marc Lacave will become Chief Executive Of? cer of Veuve Clicquot Ponsardin. Jean-Marc Lacave joined the Watches & Jewelry division of the LVMH group in the United Kingdom in 2001. Since 2007 he has been Chief Executive Of? cer of Watches & Jewelry in Asia. Saturday, March 23, 13 Moet & Chandon Organization chart Saturday, March 23, 13 Hot Issues ? In Dec, 2012, Roger Federer became brand ambassador (in place of Scarlett Johansson, former BA signed in 2009) In Sept, 2013, will serve as the of? cial champagne of the 34th America’s Cup (sailing’s most prestigious international race) ? Signal tht M&C targeting at hi-so sports sectors – with concept Champagne of Victory ? In 2012, was analyzed to be loosing brand value (declined by 13% or ? over $500 million) – brand value at $3. 8 billion (98th rank – fall from 77th at $4. 3billion in 2011) Might due to the emerging part of the world that do not yet associate champagne with celebration ? Recently opened White 1921, a boutique hotel in St. Tropez ? Recently launched celebrity-hosted tours worldwide Saturday, March 23, 13
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