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[ yellow tail ]
mercredi 19 janvier 2011
[ yellow tail ]
mercredi 19 janvier 2011
y ]
                           rd a
      e s te
   [ y



                           [ context ]
mercredi 19 janvier 2011
re ]
                   [           sha
              rket                        Sales of yellow tail in the US

    M        a             2002 0,2


                           2003 1,2


                           2004 4,2


                           2005 7,5

                                      0    2000000    4000000   6000000    8000000




                             [ context ]
mercredi 19 janvier 2011
re ]
                   [           sha
              rket                        Sales of yellow tail in the US

    M        a             2002 0,2


                           2003 1,2


                           2004 4,2


                           2005 7,5

                                      0    2000000    4000000   6000000    8000000




                             [ context ]
mercredi 19 janvier 2011
re ]
                   [           sha
              rket                        Sales of yellow tail in the US

    M        a             2002 0,2                                       + 3233%

                           2003 1,2


                           2004 4,2


                           2005 7,5

                                      0    2000000    4000000   6000000     8000000




                             [ context ]
mercredi 19 janvier 2011
What are the big issues facing
              [ yellow tail ] today and
                     tomorrow ?



                           [ question ]
mercredi 19 janvier 2011
[ answer ]
mercredi 19 janvier 2011
[ answer ]
mercredi 19 janvier 2011
[ answer ]
mercredi 19 janvier 2011
Energy
          Crisis




                           [ answer ]
mercredi 19 janvier 2011
Energy
          Crisis




                           [ answer ]
mercredi 19 janvier 2011
Energy                Health
          Crisis                Care




                           [ answer ]
mercredi 19 janvier 2011
Energy                Health
          Crisis                Care




                           [ answer ]
mercredi 19 janvier 2011
Energy                Health   Drought
          Crisis                Care     Crisis




                           [ answer ]
mercredi 19 janvier 2011
[ to become ]
mercredi 19 janvier 2011
[ sustainable ]




                           [ to become ]
mercredi 19 janvier 2011
[ sustainable ]
                                            [ ethic ]




                           [ to become ]
mercredi 19 janvier 2011
[ sustainable ]

                               [ eco-friendly ]
                                                  [ ethic ]




                           [ to become ]
mercredi 19 janvier 2011
[ sustainable ]

                               [ eco-friendly ]
                                                  [ ethic ]
                                                  [ clean ]




                           [ to become ]
mercredi 19 janvier 2011
[ sustainable ]

                               [ eco-friendly ]
                                                  [ ethic ]
                                                  [ clean ]
                                [ long term]




                           [ to become ]
mercredi 19 janvier 2011
[ sustainable ]

                               [ eco-friendly ]
                                                  [ ethic ]
                                                  [ clean ]
                                [ long term]
                                            [ environmental ]



                           [ to become ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE




                           [ program ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE




                           [ program ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE




                           [ program ]
mercredi 19 janvier 2011
Our objectives:




                           [ strategy ]
mercredi 19 janvier 2011
Our objectives:
    1- To develop our [ wineries ] closer to consumption areas.




                           [ strategy ]
mercredi 19 janvier 2011
Our objectives:
    1- To develop our [ wineries ] closer to consumption areas.
    2- To perfect our wine [ tastes ] according to local demand.




                           [ strategy ]
mercredi 19 janvier 2011
Our objectives:
    1- To develop our [ wineries ] closer to consumption areas.
    2- To perfect our wine [ tastes ] according to local demand.
    3- To communicate about how [ ethicable ] we are.




                           [ strategy ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE
                           WINERIES
                           TASTES
                           COMMUNICATION




                            [ program ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE
                           WINERIES
                           TASTES
                           COMMUNICATION




                            [ program ]
mercredi 19 janvier 2011
To develop our
                           [ wineries ] closer to
                           consumption areas



                             [ wineries ]
mercredi 19 janvier 2011
WHY ?



                           [ wineries ]
mercredi 19 janvier 2011
[ wineries ]
mercredi 19 janvier 2011
To keep in touch with the [ street ]




                           [ wineries ]
mercredi 19 janvier 2011
[ wineries ]
mercredi 19 janvier 2011
[ wineries ]
mercredi 19 janvier 2011
Cost




                           [ wineries ]
mercredi 19 janvier 2011
Cost




                           [ wineries ]
mercredi 19 janvier 2011
Cost           Access




                           [ wineries ]
mercredi 19 janvier 2011
Cost           Access




                           [ wineries ]
mercredi 19 janvier 2011
Cost           Access   Quality




                           [ wineries ]
mercredi 19 janvier 2011
[ wineries ]
mercredi 19 janvier 2011
[ close to me ]
mercredi 19 janvier 2011
One continent, One wine...




                           [ close to me ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
Luxury
         Ideal brand position
         Competitors brand
                                          Gap in the market !


     Traditional                                 Innovative




                                 Value

                           [ strategy ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE
                           WINERIES
                           TASTES
                           COMMUNICATION




                            [ program ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE
                           WINERIES
                           TASTES
                           COMMUNICATION




                            [ program ]
mercredi 19 janvier 2011
Our [ target ]




                           [ taste ]
mercredi 19 janvier 2011
[ taste ]
mercredi 19 janvier 2011
Who are they ?




                             [ taste ]
mercredi 19 janvier 2011
&



                           [ taste ]
mercredi 19 janvier 2011
What does our [ customer ] want?




                           [ taste ]
mercredi 19 janvier 2011
[ taste ]
mercredi 19 janvier 2011
- Sugar
                                - Bubble
                                - Freshness

                           [ taste ]
mercredi 19 janvier 2011
How solve this [ question ] ?




                           [ taste ]
mercredi 19 janvier 2011
Think out of the [ square ] !




                           [ taste ]
mercredi 19 janvier 2011
Think out of the [ square ] !




                           [ taste ]
mercredi 19 janvier 2011
Think out of the [ square ] !




                           [ taste ]
mercredi 19 janvier 2011
Think out of the [ square ] !




                           [ taste ]
mercredi 19 janvier 2011
Think out of the [ square ] !




                           [ taste ]
mercredi 19 janvier 2011
INNOVATIVE [ yellow tail ]




           [ for chineses only ]
mercredi 19 janvier 2011
INNOVATIVE [ yellow tail ]


         [ bartender ]




           [ for chineses only ]
mercredi 19 janvier 2011
INNOVATIVE [ yellow tail ]


         [ bartender ]                  [ mixology ]




           [ for chineses only ]
mercredi 19 janvier 2011
INNOVATIVE [ yellow tail ]


         [ bartender ]                  [ mixology ]

                                    [ premix ]




           [ for chineses only ]
mercredi 19 janvier 2011
INNOVATIVE [ yellow tail ]


         [ bartender ]                       [ mixology ]

                                      [ premix ]
                                  [ flair ]


           [ for chineses only ]
mercredi 19 janvier 2011
INNOVATIVE [ yellow tail ]


         [ bartender ]                       [ mixology ]

                                      [ premix ]
                                  [ flair ]
                                                [ cocktails ]


           [ for chineses only ]
mercredi 19 janvier 2011
New [ yellow tail ] product lauch




                           [ taste ]
mercredi 19 janvier 2011
+

                           [ mixology ]
mercredi 19 janvier 2011
+

                           [ mixology ]
mercredi 19 janvier 2011
+

                           [ mixology ]
mercredi 19 janvier 2011
+

                           [ mixology ]
mercredi 19 janvier 2011
+

                           [ mixology ]
mercredi 19 janvier 2011
[ mixology ]
mercredi 19 janvier 2011
[              ]
                           [ mixology ]
mercredi 19 janvier 2011
[ differentiate or die ]
mercredi 19 janvier 2011
[ differentiate or die ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE
                           WINERIES
                           TASTES
                           COMMUNICATION




                            [ program ]
mercredi 19 janvier 2011
[ yellow tail ] SUSTAINABLE
                           WINERIES
                           TASTES
                           COMMUNICATION




                            [ program ]
mercredi 19 janvier 2011
[ communication ]
mercredi 19 janvier 2011
[ web 2.0 ]
mercredi 19 janvier 2011
[ flashmob ]



                           [ promotion ]
mercredi 19 janvier 2011
[ plane ]



                           [ promotion ]
mercredi 19 janvier 2011
[ pack ]



                           [ promotion ]
mercredi 19 janvier 2011
[ yellow tail ]




                           [ promotion ]
mercredi 19 janvier 2011
Street Marketing



                            [ yellow tail ]




                           [ promotion ]
mercredi 19 janvier 2011
Where?



             [ street marketing ]
mercredi 19 janvier 2011
[ street marketing ]
mercredi 19 janvier 2011
[ street marketing ]
mercredi 19 janvier 2011
[ street marketing ]
mercredi 19 janvier 2011
[ street marketing ]
mercredi 19 janvier 2011
[ the end ]
mercredi 19 janvier 2011
[ the end ]
mercredi 19 janvier 2011
[ the end ]
mercredi 19 janvier 2011
Yo u!
               Tha nk




                           [ the end ]
mercredi 19 janvier 2011

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Yellow Tail, Case Study - Frédéric Bourgoin

  • 1. [ yellow tail ] mercredi 19 janvier 2011
  • 2. [ yellow tail ] mercredi 19 janvier 2011
  • 3. y ] rd a e s te [ y [ context ] mercredi 19 janvier 2011
  • 4. re ] [ sha rket Sales of yellow tail in the US M a 2002 0,2 2003 1,2 2004 4,2 2005 7,5 0 2000000 4000000 6000000 8000000 [ context ] mercredi 19 janvier 2011
  • 5. re ] [ sha rket Sales of yellow tail in the US M a 2002 0,2 2003 1,2 2004 4,2 2005 7,5 0 2000000 4000000 6000000 8000000 [ context ] mercredi 19 janvier 2011
  • 6. re ] [ sha rket Sales of yellow tail in the US M a 2002 0,2 + 3233% 2003 1,2 2004 4,2 2005 7,5 0 2000000 4000000 6000000 8000000 [ context ] mercredi 19 janvier 2011
  • 7. What are the big issues facing [ yellow tail ] today and tomorrow ? [ question ] mercredi 19 janvier 2011
  • 8. [ answer ] mercredi 19 janvier 2011
  • 9. [ answer ] mercredi 19 janvier 2011
  • 10. [ answer ] mercredi 19 janvier 2011
  • 11. Energy Crisis [ answer ] mercredi 19 janvier 2011
  • 12. Energy Crisis [ answer ] mercredi 19 janvier 2011
  • 13. Energy Health Crisis Care [ answer ] mercredi 19 janvier 2011
  • 14. Energy Health Crisis Care [ answer ] mercredi 19 janvier 2011
  • 15. Energy Health Drought Crisis Care Crisis [ answer ] mercredi 19 janvier 2011
  • 16. [ to become ] mercredi 19 janvier 2011
  • 17. [ sustainable ] [ to become ] mercredi 19 janvier 2011
  • 18. [ sustainable ] [ ethic ] [ to become ] mercredi 19 janvier 2011
  • 19. [ sustainable ] [ eco-friendly ] [ ethic ] [ to become ] mercredi 19 janvier 2011
  • 20. [ sustainable ] [ eco-friendly ] [ ethic ] [ clean ] [ to become ] mercredi 19 janvier 2011
  • 21. [ sustainable ] [ eco-friendly ] [ ethic ] [ clean ] [ long term] [ to become ] mercredi 19 janvier 2011
  • 22. [ sustainable ] [ eco-friendly ] [ ethic ] [ clean ] [ long term] [ environmental ] [ to become ] mercredi 19 janvier 2011
  • 23. [ yellow tail ] SUSTAINABLE [ program ] mercredi 19 janvier 2011
  • 24. [ yellow tail ] SUSTAINABLE [ program ] mercredi 19 janvier 2011
  • 25. [ yellow tail ] SUSTAINABLE [ program ] mercredi 19 janvier 2011
  • 26. Our objectives: [ strategy ] mercredi 19 janvier 2011
  • 27. Our objectives: 1- To develop our [ wineries ] closer to consumption areas. [ strategy ] mercredi 19 janvier 2011
  • 28. Our objectives: 1- To develop our [ wineries ] closer to consumption areas. 2- To perfect our wine [ tastes ] according to local demand. [ strategy ] mercredi 19 janvier 2011
  • 29. Our objectives: 1- To develop our [ wineries ] closer to consumption areas. 2- To perfect our wine [ tastes ] according to local demand. 3- To communicate about how [ ethicable ] we are. [ strategy ] mercredi 19 janvier 2011
  • 30. [ yellow tail ] SUSTAINABLE WINERIES TASTES COMMUNICATION [ program ] mercredi 19 janvier 2011
  • 31. [ yellow tail ] SUSTAINABLE WINERIES TASTES COMMUNICATION [ program ] mercredi 19 janvier 2011
  • 32. To develop our [ wineries ] closer to consumption areas [ wineries ] mercredi 19 janvier 2011
  • 33. WHY ? [ wineries ] mercredi 19 janvier 2011
  • 34. [ wineries ] mercredi 19 janvier 2011
  • 35. To keep in touch with the [ street ] [ wineries ] mercredi 19 janvier 2011
  • 36. [ wineries ] mercredi 19 janvier 2011
  • 37. [ wineries ] mercredi 19 janvier 2011
  • 38. Cost [ wineries ] mercredi 19 janvier 2011
  • 39. Cost [ wineries ] mercredi 19 janvier 2011
  • 40. Cost Access [ wineries ] mercredi 19 janvier 2011
  • 41. Cost Access [ wineries ] mercredi 19 janvier 2011
  • 42. Cost Access Quality [ wineries ] mercredi 19 janvier 2011
  • 43. [ wineries ] mercredi 19 janvier 2011
  • 44. [ close to me ] mercredi 19 janvier 2011
  • 45. One continent, One wine... [ close to me ] mercredi 19 janvier 2011
  • 46. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 47. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 48. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 49. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 50. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 51. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 52. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 53. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 54. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 55. Luxury Ideal brand position Competitors brand Gap in the market ! Traditional Innovative Value [ strategy ] mercredi 19 janvier 2011
  • 56. [ yellow tail ] SUSTAINABLE WINERIES TASTES COMMUNICATION [ program ] mercredi 19 janvier 2011
  • 57. [ yellow tail ] SUSTAINABLE WINERIES TASTES COMMUNICATION [ program ] mercredi 19 janvier 2011
  • 58. Our [ target ] [ taste ] mercredi 19 janvier 2011
  • 59. [ taste ] mercredi 19 janvier 2011
  • 60. Who are they ? [ taste ] mercredi 19 janvier 2011
  • 61. & [ taste ] mercredi 19 janvier 2011
  • 62. What does our [ customer ] want? [ taste ] mercredi 19 janvier 2011
  • 63. [ taste ] mercredi 19 janvier 2011
  • 64. - Sugar - Bubble - Freshness [ taste ] mercredi 19 janvier 2011
  • 65. How solve this [ question ] ? [ taste ] mercredi 19 janvier 2011
  • 66. Think out of the [ square ] ! [ taste ] mercredi 19 janvier 2011
  • 67. Think out of the [ square ] ! [ taste ] mercredi 19 janvier 2011
  • 68. Think out of the [ square ] ! [ taste ] mercredi 19 janvier 2011
  • 69. Think out of the [ square ] ! [ taste ] mercredi 19 janvier 2011
  • 70. Think out of the [ square ] ! [ taste ] mercredi 19 janvier 2011
  • 71. INNOVATIVE [ yellow tail ] [ for chineses only ] mercredi 19 janvier 2011
  • 72. INNOVATIVE [ yellow tail ] [ bartender ] [ for chineses only ] mercredi 19 janvier 2011
  • 73. INNOVATIVE [ yellow tail ] [ bartender ] [ mixology ] [ for chineses only ] mercredi 19 janvier 2011
  • 74. INNOVATIVE [ yellow tail ] [ bartender ] [ mixology ] [ premix ] [ for chineses only ] mercredi 19 janvier 2011
  • 75. INNOVATIVE [ yellow tail ] [ bartender ] [ mixology ] [ premix ] [ flair ] [ for chineses only ] mercredi 19 janvier 2011
  • 76. INNOVATIVE [ yellow tail ] [ bartender ] [ mixology ] [ premix ] [ flair ] [ cocktails ] [ for chineses only ] mercredi 19 janvier 2011
  • 77. New [ yellow tail ] product lauch [ taste ] mercredi 19 janvier 2011
  • 78. + [ mixology ] mercredi 19 janvier 2011
  • 79. + [ mixology ] mercredi 19 janvier 2011
  • 80. + [ mixology ] mercredi 19 janvier 2011
  • 81. + [ mixology ] mercredi 19 janvier 2011
  • 82. + [ mixology ] mercredi 19 janvier 2011
  • 83. [ mixology ] mercredi 19 janvier 2011
  • 84. [ ] [ mixology ] mercredi 19 janvier 2011
  • 85. [ differentiate or die ] mercredi 19 janvier 2011
  • 86. [ differentiate or die ] mercredi 19 janvier 2011
  • 87. [ yellow tail ] SUSTAINABLE WINERIES TASTES COMMUNICATION [ program ] mercredi 19 janvier 2011
  • 88. [ yellow tail ] SUSTAINABLE WINERIES TASTES COMMUNICATION [ program ] mercredi 19 janvier 2011
  • 89. [ communication ] mercredi 19 janvier 2011
  • 90. [ web 2.0 ] mercredi 19 janvier 2011
  • 91. [ flashmob ] [ promotion ] mercredi 19 janvier 2011
  • 92. [ plane ] [ promotion ] mercredi 19 janvier 2011
  • 93. [ pack ] [ promotion ] mercredi 19 janvier 2011
  • 94. [ yellow tail ] [ promotion ] mercredi 19 janvier 2011
  • 95. Street Marketing [ yellow tail ] [ promotion ] mercredi 19 janvier 2011
  • 96. Where? [ street marketing ] mercredi 19 janvier 2011
  • 97. [ street marketing ] mercredi 19 janvier 2011
  • 98. [ street marketing ] mercredi 19 janvier 2011
  • 99. [ street marketing ] mercredi 19 janvier 2011
  • 100. [ street marketing ] mercredi 19 janvier 2011
  • 101. [ the end ] mercredi 19 janvier 2011
  • 102. [ the end ] mercredi 19 janvier 2011
  • 103. [ the end ] mercredi 19 janvier 2011
  • 104. Yo u! Tha nk [ the end ] mercredi 19 janvier 2011