Advertising Campaign for: Chateau Louis XVI

Résumé du document

We are here today to decide about a powerful marketing strategy for the Château Louis XVI range to be launched in china. Although it's a success in France, China doesn't provide the Château Louis XVI . The aim objective today is to give you the background to the wine Chinese market, to show you the opportunities that were found and to explain the different ideas which were proposed.

French red wine has a very good reputation in China and with nearly 35% of market share in 2011 France was the leader in the Chinese market. (Source: UbiFrance 2011)

The majority of imported French wines are wines of very high quality, able to enter in a high or very high segment range, sold at high prices.
Until now the French wine was reserved for a rich population. Due to the economic growth, the middle class want to taste French wines.
Two cultural factors are strengths of this passion for French wine:

China has the culture of "the table" and they have highly developed commitment to the principle of gifts, offer a bottle of French Wine is very much appreciated. (As Christmas is coming, it's a good time to launch the product...)

Extraits

[...] www.oboolo.com TITLE Advertising Campaign for: Château Louis XVI (把握) A French Luxury red wine. SUMMARY We are here today to decide about a powerful marketing strategy for the Château Louis XVI (把握) range to be launched in china. Although it's a success in France, China doesn't provide the Château Louis XVI (把握). The aim objective today is to give you the background to the wine Chinese market, to show you the opportunities that were found and to explain the different ideas which were proposed. [...]

[...] Price from 25,000 Yuan to 45,000 Yuan (2500£ to 4500£) The core target: Chinese female consumers with a high purchasing power. Income 30,000 Yuan 3,000) PRODUCT RANGE IMAGE The brand is a guarantee of high quality and reputation. There is a huge problem of confidence in the Chinese market for imported wine, Chinese consumers is suspicious of scams, fake wine, table wine sold at high prices. Chinese customers looking for a wine with a real quality brand with a strong identity. The main communication objectives are: Inform Chinese of the existence of the product. [...]

[...] www.oboolo.com Business English - Stage 5 Advertising Campaign The Chinese government encourages the consumption of alcohol-based fruit rather than alcohol-based grain. (Such as beer, for example). The numbers are there. Nowadays, China is a country of 1.5 billion people which opens it spirit to this drink, the wine is a symbol of lifestyle and Westernization, prized by some of the population recognized as a standard of living. So there is a huge market to grasp and major opportunities. So we have decided to target the Chinese people with a high purchasing power. [...]

[...] The wine market is a mass market and television advertising would be useful to inform the public about existing brands. Thirdly: The French wine suffers from too much diversity and the absence of leaders who could afford to invest in advertising or marketing support for the construction of a major brand for the Chinese market. To Conclude: We should use a Strategy of market development (Market expansion), the local competition for the French luxury red wine is currently still minimal; so our product can have a great success with the image of prestige carried by France. [...]

[...] The objectives of the campaign: Achieve a good number of sale for the launching of Château brand Louis XVI. Won market share against the Chinese Competitors. Generate new education for the wine in China. Penetration of the market: Increase our distribution network. Position the brand as THE reference mark of French wine. Advertising Campaign CONCLUSION Analysis of the Chinese market shows there are some Opportunities That and some terrorism threats to go on this market. First of all: Counterfeit wines in China. [...]