Moet & Chandon - Integrated marketing communications plan - Essay Example

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Moet & Chandon -Integrated Marketing Communications Plan Name: Instructor: Course: Date: Moet & Chandon is a French winery and one of the most prominent producers of champagne. The company has been in existence for 268 years. It was started by Claude Moet as Moet et Cie (Moet & Co.) and has since changed its name following a series of acquisitions and mergers…
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Moet & Chandon - Integrated marketing communications plan
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Download file to see previous pages Over the years, the company has used brand ambassadors to popularize their champagne, with the current ambassador being the tennis icon, Roger Federer. However, the company has not realized its sales growth potential due to myriad factors including financial crises and growing competition. At times, there have been changes in the market that have presented the company with an opportunity to push its sales further. At the moment, the company hopes to maximize on the findings that “people are (beginning to become) fed up with austerity and are thus looking for indulgence. Indulgence represents a chance for wine makers and more so champagne makers’ such as Moet & Chandon in the UK. The focus here is to develop an integrated marketing communications plan that would help in capitalizing on the changing market orientation towards indulgence and thus offering a chance for Moet & Chandon to further grow in the UK market. The plan focuses on establishing a name, and placing Moet & Chandon at a competitive position within the next twelve months. Context Analysis-SWOT Analysis Strengths Moet & Chandon though a French company has made it to establish itself as a global company. This is evidenced by the availability of is famous champagne brands all across the globe. This is one of the company’s strengths and one that has helped in establishing the company as the market leaders in the champagne business, at the moment Moet & Chandon has claim to 25? of the global champagne market. The flagship luxury champagne brands are well established and easily identified. The company also benefits from a firm support. This support comes from independent parties within various retail segments who have over the years sold the company’s champagne as the ideal and most preferable and even classy champagne. The other strength is adapted product the company has made it to adapt its products to various consumer needs and this has informed its growth and preference by a huge and frequent number of champagne users all over the globe. Lastly, the company’s champagne has what can be referred to as a good health of luxury sector. The company’s champagne is identified as the mark of luxury and is a renowned accompaniment of luxurious events or experiences. This is particularly important as it epitomizes indulgence which has been identified as a trend in the near future. Weaknesses One of the weaknesses and one which is not unique to Moet & Chandon is that the production of champagne is dependent on seasons. There might be times when the market demand is high but the overall production is curtailed by the season dependent vineyards. The other weakness is that there is always a need to have a lot of stock, this is not easy and is in the long run very expensive. Lastly, there are fluctuations in the market demand (market volatility) meaning that there lacks consistency in sales (seasonality of sales). Opportunities Going forward, the company identifies a host of opportunities which would guarantee growth if at all the company develops a proper and realizable plan while taking advantage of its strengths. One of the opportunities is close relations with customers. This is a great opportunity as the company is able to fast introduce its products to customers who understand the company’ ...Download file to see next pagesRead More
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