Veuve Clicquot presentation english
Transcript of Veuve Clicquot presentation english
Veuve Clicquot
SummaryI. Veuve Clicquot Story
II. Prism Identity1. Brand Physic2. Brand personality3. Culture (DNA and brand value)4. Type of relation5. Brand Reflect6. Perception (Customer vision)
III. Distribution
IV. Communication
V. Conclusion
I. The Veuve Clicquot story
1772 : Foundation of the house « Clicquot » by Philippe Clicquot in Reims.
1798 : Wedding of François Clicquot (son of Philippe) and Barbe-Nicole Ponsardin.
• When Clicquot died in 1805, his widow decided to take the control of the company.
Barbe-Nicole Ponsardin :• First lady to manage a champagne house• Known as « La Grande Dam du Champagne »• One of the first Business women of modern times
During Napoleonic wars : Madame Clicquot established her wine in royal courts throughout Europe
1866 : Death of Madame Clicquot• At this time, Veuve Clicquot had become both a champagne house and a respected
brand.• Production : 750 000 bottles per year
And today….
Located in 120 countries Belong to LVMH (since 1987) leader on the luxury sector
2004: Veuve-Clicquot rosé launching in Japan (2006: rest of the world)
Production: 100 000 bottles per year in 1805 8 Millions bottles per year in 2009
90% of the production exported to the international
Perpetual technical innovation • On the production• On factories
II. The Prism Identity
• Émetteur construit
• Destinataire construit
• 1. Physic
• 6. Perception• 5. Reflect
• 3. Culture • 4. Relation
• 2. Personality• I
NTERNAL
• EXTERNAL
1. Brand Physical
Symbol :
Based on company’s legend
Reflect Mrs Clicquot ‘s personality
• Audacious and original
The color : Yellow Clicquot
strong differentiation
Represent the brand identity allover the world
2. Brand PersonalityIdentification of the brand through the product (packaging)
Veuve Clicquot: a bottle slender and distinguished
The yellow colour attract the customer’s stare
Typography immaculate and feminine
In the mind of its founder
A feminine and elegant champagne, just like its founder Mrs Clicquot
Attractive for women, preferred by day
Traditional: the importance to communicate on the history of the brand (leaflet in the case)
3. Culture (DNA and brand value)
Mission:• Modernity• Audacity• Quality demand• Irreproachable know-how
Vision: To be the leader in the champagne market
Communicates on events : “The Business woman Veuve Clicquot Price”
Pays tribute to is Ambassadress: high importance for the brand
4. Type of relation Veuve Clicquot: Tradition and know how to make experience since its
creation
International fame thanks to the « yellow label »
Doesn’t communicate a lot by the publicity but on the affective side
Brand day bright and generous
Communicate with only with: • Press relations• Web site
Communicate directly thanks to the packaging by educating the client on the brand values
5. Brand Reflect
“Only one quality, the first one” Mrs Clicquot
The public decode of all brand messages
Privilege
An upscale product through its bottle with a price of 40 euro for 75cl
A luxury product that everyone can not afford
Elegance
The elegance of a luxury product just like the champagne
A delicate and smooth taste thanks to its cabernet grape
The elegance of its history born in the French Bourgeoisie during the 18th century (a liking for traditional respect, elegance and scarcity)
6. Perception (Customer vision)
Veuve Clicquot appears as a: • Day brand (Moët & Chandon : night brand)• Subtle• Affective• Generous• For special and important events in life
The consumer have a feeling of superiority, being a enlightened and sharing the brand value
III. Distribution
No direct contact with the final consumer
• Retail and CHR (Coffees, Hotels, Restaurants)• Commercial teams divided on geographic areas • Local commercial teams• retail channels (mass retailing) and CHR
IV. Communication on special services and products
Communication on consumption space
Champagne Bucket or champagne flute
Communication on special services and products…..
Objectives: To push Compulsive behaviour• Creation of the Ice Jacket• Clicquot traveller suitcase
Associations with famous designers • Emilio Pucci • Porsche Design • Karim Rashid
Accessories Veuve Clicquot
V. Conclusion Real differentiation inside LMVH
Company’s spirit and an important audacity
Internet : decisive tool for its future development
Extend its personality throughout limited edition (accessories and bottles)
Adapt its product to the local market
Keep collaboration with famous designer
Thanks for your attention!!