Preserve the Luxury or Extend the Brand
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Transcript of Preserve the Luxury or Extend the Brand
Grand Vin du Château de Vallois
• Premium Wine• Cost – €1000 • Production – 150,000
Bottles/ year
Puiné
• Second in Line• Cost – €100• Production – 200,000
Bottles/ year
• Rest of the grapes were sold to other estates
Gaspard de Sauveterre
• Owner of Château de Vallois (50%)• Steadily Profitable since 1980• Deciding whether to expand or not
(Grand Father)
François de Sauveterre(Son)
• CEO of Château de Vallois (25%)• In control of day-to-day operations• Traditionalist Perspective
Claire de Valhubert
• Stakeholder of Château de Vallois (25%)• Studied from France’s elite grandes écoles• Planned to join Family Business• Radical Perspective
(Grand Daughter)
Jean-Paul Oudineaux(Estate Manager)
• Agricultural Engineer• Has been working for Gaspard for 30 Years• Helped Gaspard in restoring the estates to its
former glory
Négociants
• Look after the Marketing and Distribution chain.
• Would buy even in the bad year.• Took nearly half of Profit.
(Specialist Merchant)
• Enter “Affordable Luxury” market • Introduce a branded Wine at a
price of 20 to 25 a bottle.• Keep the new wine seperate• Sell Directly to customers
Conflict
• Loss of Exclusivity of Brand• Might sever relationship with Négociants• Lack of experience in Marketing and Distribution Chain• Will effect the Traditional Culture
Tanishq launches diamonds for teens & working women
Range Starts from ₹ 500
But Still maintains exclusive high-end jewelry collections
http://www.thehindubusinessline.com/marketing/tanishq-launches-diamonds-for-teens-working-women/article4329324.ece
The iPhone 5C Is Not A Failure - Forbes
Apple launched a ‘budget’ model –> IPhone 5CBut still maintained its exclusivity with IPhone 5S
These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )