LV酒市场营销.docx
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LV酒市场营销.docx
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LV酒市场营销
LMVH-RICHARDHENNESY
CANADA
MarketingPlan
COM250Marketing
Team6
TeamMembers
…
Date:
Thursday,July26,2012
TableofContents
MarketingPlanExecutiveSummary
[Yourmarketingsummaryshouldbecompletedlastandshouldbenolongerthanapagefocussingonwhyyourbusinessisgoingtobesuccessful.Youranswersbelowshouldbrieflysummariseyourmoredetailedanswersprovidedthroughoutthebodyofthisplan.]
TheBusiness
BusinessandorProductorServicename:
[LMVH–EDITIONHENNESY]
Businessstructure:
[COMPANYSUBSIDIARY]
Products/services:
[HighEndLiquor.Whatistheanticipateddemandforyourproducts/services?
]
TheFuture
Missionstatement:
TheMissionoftheLVMHgroupistorepresentthemostrefinedqualitiesofWestern“ArtdeVivre”aroundtheworld
Goals/objectives:
[Whatareyourshortandlongtermgoals?
Whatactivitieswillyouundertaketomeetthem?
]
OurGoal
Wehaveproposedabudgetof$700,000.00CADtoproduce235unitsofaLouisVuitton-EditionHennessy.Byproducing235bottlesoflimited-editionLouisVuittonHennessy(pricedat$3,000.00CADuntaxed)weexpecttoestablishHennessyasthepreferreddrinkofthehighfashionindustryandbreakevenbyapproximately$5,000.00CADwithinthefirstyearofproduction.Wedonotexpectalargereturnonthisinvestmentwithinthefirstyear.OurprimarygoalistopromotetheideaofLouisVuitton-EditionHennessy(andtheHennessybrand,ingeneral)asasuper-premiumcognacthatisenjoyedonlyinmoderationduetoitsexclusivitybyloyal,sophisticatedandprestigiousmembersofthefashionindustry.
AnalysisoftheLouisVuitton-MoetHennessyGroup
TheLouisVuitton-MoetHennessy(LVMH)groupisaproducerofdesignerclothingandaccessoriesandwellassuper-premiumspiritsestablishedin1987asaresultofthemergerbetweentheLouisVuittonandMoetHennessybrands.However,thebrandswhichmakeuptheirchampagne,spiritsandleathergoodsdivisionsarecenturiesold.Hennessy,forexample,hasbeenproducedinFrancesince1765.Theirheadquarters,the“LVMHHouse”,islocatedinLondon,UnitedKingdom.LVMHhasdescribedtheirmostfundamentalvaluesas:
“Becreativeandinnovate”,“aimforproductexcellence”,“bolstertheimageofourbrandswithpassionatedetermination”,“actasentrepreneurs”and“strivetobethebestinallthatwedo”.LVMHhasaccomplishedthisbysuccessfullyproducingandmarketinglinesofhigh-qualitydesignerclothing,cosmetics,jewelryandaccessories(suchasDiorandTagHeuer)aswellastheirlinesofsuper-premiumspirits(suchasHennessyCognacsandMoet&ChandonChampagnes).
ProductOverview
Fig.1–Proposedbottledesigns.
Ourproductiscarefullycalibratedtodeliverauniqueproductexperiencethatfitsthenichesofhigh-profilemembersofthefashionindustry.Wehaveachievedthisbyco-brandingbottlesofHennessywiththetrademarkLouisVuittoninsigniaandsymbols.Moreimportantly,wearepromotingtheideaofmovingourproductsawayfromliquorstoresandproducingonlyexclusive,expensiveandhigh-gradecognacs,astrendsinthecognacindustryindicatethatsomeofourcompetitorsaretakingsimilarmeasures(WallStreetJournal–EasternEdition,2007).WealsochosetopromoteHennessycognacratherthanLVMH’sotherlinesofpremiumspiritsasAgricultureandAgri-FoodCanadahasnotedthatdarkspiritssuchaswhiskey,brandyandcognacarebeginningtoincreaseinpopularityamongCanadians(Agriculture/Agri-FoodCanada,2009).
AnalysisofCompetitors
CompetitioninCanada’spremiumcognacmarketispurelyinternational,astherearenoCanadiandistilleriesthatbottlecognac.AsidefromHennessy,consumersusuallyhavetheoptionofpurchasingpremiumcognacsfromthreeothermaincompetitors:
Remy-Martin,Martell,andCourvoisier(allfourmakeupapproximately90%ofthemarket,(NewYorkTimesMagazine,1996)).Allthreeofthesebrandsemployvariousstrategiesinordertoappealtospecificnichemarkets.Afterasubstantialprofitdeclinein2007,Remy-Martinbegantofocusoncapturingthevalueofyoungconsumersthatarefamiliarwithrecentandcurrentpopularculturewithspecificniches.Currenteffortstoattractyoung,hipconsumersincludeproductionofalimited-editionbottleofVSOPcognactopromotetheCannesFilmFestival,portrayaloftheirproductinhip-hopmusicvideos,andpromotionofthedocumentary“Beats,RhymesandLife”whichfocusesprimarilyonthesuccessoftheclassicrapcollaborative“ATribeCalledQuest”.Martelliscurrentlyutilizingtheirpresenceinthefineartscommunityinordertocapturethevalueofhigh-profileartistsandartcollectors.TheyrecentlyfundedtherestorationoftheQueen’sAntechamberinVersailles.Also,Martellhaspartneredwithseveralworld-renownedindependentglassartistsinordertoproducealimited-editioncrystallamp,bottle,andhand-carvedcrystalballoonglass.Courvoisier’sprimarymarketingstrategyispromotiontheirapparenthistoricalsignificance;itisknownas“leCognacdeNapoleon”,thoughitisuncertainwhichcognacNapoleonactuallypreferred.However,allplayersinthecognacindustryshareonecommonmarketingstrategy:
relyontraditionalmethodstoproducetheircognacsinordertoappealtoindividualswhoholdveryhighstandardsforthespiritsthattheydrink.Althoughmostdistilleriesproducecognacinasimilarfashion,certainbrandspromotespecificaspectsofthedistillationprocesssuchasthequalityofthesoilinwhichthegrapesaregrown,thesoilthegrapesaregrownin,thevarietiesofgrapesused,andthevarietyofwoodbarrelsusedforaging.Forexample,Remy-MartinusesthreevarietiesofgrapesinproductionoftheircognacsandagesthespiritsinLimousinoakbarrels,whileMartellusesonlywhitegrapesandclaimsthattheirfine-grainoakbarrelsare“theHallmarkofExcellenceofMartellCognacs”.Thesesmalldifferencesintheproductionmethodsdonotsignificantlyaffectthequalityoftheproduct.Rather,theyarewhatgivecognacstheirsignatureflavors.However,themostnoticeablewaythatcompetitorsdifferfromusisintheironlinepresence(mostoftheirwebsitesareeitherpoorlydesignedorfulloflinksthatleadnowhere).WecanmosteasilydifferentiateourselvesfromourcompetitorsbystrivingforperfectioninthedesignofLVMH’swebsite.
SWOTanalysis
Strengths
Weaknesses
-Brandstrengthandpresence(bothofHennessyandLouisVuitton)
-HighdemandalreadyexistsforLouisVuittonandHennessyproducts
-Reputationforprestige
-WilllikelydrawtheattentionofHennessyconsumerstotheLouisVuittonbrand(andvice-versa)
-Sellingmoreexpensive,higher-gradealcoholsindirectlypromotestheideaofspendingmoretoconsumeinmoderation
-CustomersviewsoftheHennessyandLouisVuittonbrandsvarysignificantly
-Customersmaynotviewfashionandhigh-gradecognacasrelatedproducts(thoughwearestrivingtopromoteluxuryasasingleideal)
Opportunities
Threats
-Exclusivityoftheproductwillsurelygenerateglobaldemand
-BygeneralpromotionoftheHennessybrand,awarenessofotherhigh-gradecognacssuchastheRichardHennessylinewillincrease
-Uniqueproposition/product(highgradecognachasnotbeenco-brandedwithdesignerfashionbefore)
-CannibalizationofthesalesofotherHennessyandLouisVuittonproducts
-Fiercecompetitioninaverysmallarea(cognaccanonlybeproducedinasmallportionofcentralFrance)
-Alcoholhasnegativeeffectsingeneral
Goals/objectives
Weexpectthatourintegratedstrategywillyieldnear-immediateresults.Wedonotnecessarilyexpectalargereturnfortheyear2012,asourgoalistoallowtheHennessybrandtoleavealastingimpressioninthehigh-fashionindustry.Inordertoachievethisexposure,theproposedinitialinvestmentis$700,000.00CAD.Ifoursalesgoalof235unitsinoneyearwasachievedduringthisperiod,wewouldbreakevenby$5,000dollars.Thisequatestoselling235unitsat$3,000.00CADperunit.LMVHwillthereforehavetotakeadditionalrisksinordertomeettheneedsofnewclientsandretailers.Giventhatwearemarketingwithoutthedirectleverageofanalreadyexistingmarketfor“fashionable”spirits,initialmarketingcostswillbehigh.
Thefollowingaresomeofourproposedshort-termimplementationsofourstrategy:
∙Createalistofprospectiveclients,golfclubsandpartyplannersthatdirectlyaffectourtargetmarket
∙Generatesalescallstotheseprospects
∙Attendtradeshowsrelevanttoourproduct
∙Designandcreateadvertisementsthatwillappealtoourtargetaudience
Inthelong-termweintendtopositionourcompanyasoneoftheimportantplayersinourindustry.Inordertodothis,weneedto
∙Achievebreak-evenpointwithinthefirstyear–235units
∙Expandourcustomerbasebybuildingconsumerrelationshipsinordertoattractnewclients.
∙Expandingourproductlinebyintroducingnewproductsinordertowidencustomerbase.
TheMarket
Environmental/industryanalysis
[Detailtheresultsofthemarketresearchyouhaveperformed.Istheareaexperiencingpopulationgrowth?
Aretherelong-termemployersinthearea?
Istheregion'seconomystable?
Arethereseasonalvariations?
Whatisthesizeofthemarket?
Whatrecenttrendshaveemergedinthemarket?
Whatgrowthpotentialisavailableandwheredoyoufitin?
Howwillthemarket/customerschangewhenyouenterthemarket?
Whatexternalfactorswillaffectyourcustomers?
AgoodplacetostartwhenresearchingyourregionalprofileistheStatisticsCanadawebsite.Theregionalprofileinformationincludeseconomy,population/people,industryandenvironment/energystatistics.
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