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Moet and Chandon

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Moet and Chandon
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 Moët - as Moët et Cie (Moët&Co.)
- for wine trading ✴Began business in 1750 by supplying the Royal Court at Compiègne ✴In 1750 also shipping to Germany, Spain, Eastern EU, and colonial British America ✴In 1972, Jean-Rémy Moët (grandson) has begin the winery production by buying vineyards; ✴While the French Benedictine monk, Dom Pérignon, 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

Moët at a Glance
✴4 Main Products
★ Moët Impérial ★ Rosé Impérial ★ Nectar Impérial ★ Moët Ice Impérial ★ Grand Vintage

✴Plus other vintage and special limited-edition champagnes

Saturday, March 23, 13

Moët at a Glance
✴ In-media appearance
✦ Slogan: Be Fabulous ✦ Print ads ✦ official website ✦ Facebook ✦ YouTube ✦ Twitter ✦ iOS applications

Saturday, March 23, 13

Moët 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 first-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. under 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
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