Brand management of Mumm

Résumé du document

The House of G.H. Mumm was founded in 1827 by George Hermann Mumm and is today the third-largest champagne producer in the world, with more than 8 million bottles sold each year. Around 60% of the company's sales are credited to exports. GH Mumm is found in more than 100 countries worldwide and is a leading brand in Europe, especially in France. In 2005, the House became part of the Group Pernod Ricard, which is the second-largest wines and spirits producer over the world. As a major player in the world of champagne, Mumm has been instrumental in the success of this outstanding product across the centuries. It has been behind advances in viniculture and high-profile initiatives which have helped establish champagne's international reputation while respecting tradition and keeping pace with changing tastes and fashions. The company has a very good system of brand management, thanks to its image, reputation, quality, and brand awareness.

Extraits

[...] ( Perceived quality Mumm has a high know-how very famous. Moreover, Mumm invests constantly in research to ensure continual improvement in the quality of its champagnes and to provide its vineyards with the most modern techniques, while preserving the authentic character of the resulting wines. In the19th century, the company built brand new cellars and presses to have a better quality. The right to the champagne appellation has to be earned and just to be considered for this privilege means meeting very rigorous criteria. [...]

[...] In their new finery, the bottles were presented to Mumm's best customers. The decoration became the hallmark of one of the world's most renowned champagnes, Mumm Cordon Rouge! The prestige that champagne enjoys throughout the world, in part, takes its character from its production. More than the vines, it is in the know-how and the talent of the men that the excellence of this exceptional wine resides. ( Brand awareness Creating brand awareness is one of the key steps to promote a product. [...]

[...] It is a good opportunity for Mumm. Finally, the last project for Mumm will be to buy other prestigious houses of champagne that will be complementary to it in the high level. [...]

[...] To complement those precious wine-tasting moments, great contemporary creators continue to link their names to Mumm. For instance, the couturier Thierry Mugler and Mumm Champagnes have joined their talents to create a gift box containing a bottle of Mumm Cordon Rouge Cuvée Limitée 1990 and a candlestick designed by Thierry Mugler. Gastronomy: Moreover, Mumm maintains privileged ties with the greatest chefs of international gastronomy, linking the delicacy and diversity of its soil with the subtle flavors orchestrated by these artists. [...]

[...] ) and also in arts and gastronomy with a role of patron of the arts. Now, the House wants to invest less in advertising and more in sponsorship and events, because it seems that it is what creates the best impact on customers but also to find new partnerships for the future. Also, Mumm wants now to focus on new markets, especially Japan, which will be in the next years, the second global market for prestige wines, after France. In Japan, the customers and of course consumers are particularly sensitive to the brand image. [...]