Marketing applied - the launch of a new brand of champagne

Résumé du document

To realize this simulation we will use a fictive enterprize named 'Croix-de-Champagne' and a fictive product 'Sixis'. The aim of Croix-de-Champagne is to offer a new packaging concept related to an alcoholic drink. Sixis's ambition is to turn the champagne more reachable to consumers and to pair them in happy moments. Sixis is a young and innovative brand which breaks the conventions compared to classic champagne. Even if Sixis is different from its rivals, we have to keep the image of quality. Young, innovative, party, luxury and mobility are the words related to our product. We want our invention to become a 'fashion champagne'.

Extraits

[...] This type of ads is in the spirit of the image that we want to show. In effect it's the exceptional product for the exceptional event and peoples. It is important to have a TV spot because today everybody has TV and watches it. However with this type of advertisements you can't have a individualize approach. It is only works to show the product and to show the features. VI Magazine/newspaper/Radio advert The magazine and newspaper adverts have to associate SIXIS with great party, fun, sensuality and sex. [...]

[...] First we have to inform the targets of the new product. We have to give knowledge on advantages and features of our packaging. This media is also able to help the affective aspect. We have to make a buying wish. The target must like to be attracted by SIXIS drink. So if we want our product become popular we have to broadcast and diffuse our advertisement. The most successful program with our target is series (Lost, Prison Break, CSI, Urgencies, Friends, Grey's anatomy or Desperate housewives). [...]

[...] Therefore we will have to concentrate our budget on it. In addition we think it is very important to have a large campaign of street flyers in the most important city of the country. It is also really important to have a campaign of samples near to events and parties. Radio advertising is important as TV to give an image of our product. If we sponsor a free live radio we can have a friendly and funny image. Radio works also for cognitive and affective aspect. [...]

[...] We want our invention become the “fashion champagne”. The reference market is the one of champagne but it's market too due to his quantity (20cl), his packaging and his positioning. The social environment is very positive. In our modern societies, alcohol is ever related to do party and particularly with new generations. Champagne is especially the alcohol to celebrate big events, it mean luxury and parties. For example, sales of champagne soared for the New Year 2000.According to the regard of people, champagne is exceptional. [...]

[...] It decreases the consumption of the product because of the negative image given by campaigns. Moreover, champagne is subject to special charges according to the government policy. II Description of the target market in Ireland Our firm is based to France, the country of champagne. We are obliged to speak a little about it. Following a revival from a post-Millennium slump, the French market for champagne stood at 3.55 billion euros in 2003, equaling volume sales of 125.1 million liters. [...]