Recommandation stratégique pour l'implantation de la marque Clairette de Die sur le marché américain. Compétition de Global Marketing réalisée en 2014 dans le cadre de ma dernière année de master à l'ISCOM Paris. -- Strategic recommendation for the introduction of Clairette de Die sparkling wine on the U.S market School case created in 2014 during my last year at ISCOM Paris.

1. - pour -
Clairette de Die

2. Summary
INTRODUCTION
MARKET
BIG IDEA
STRATEGY

3. INDRODUCTION

4. The team
Marion EFFRAY
C.E.O
Lisa PONCHON
Digital project manager
Amandine CHICOT
Press Relations
Capucine PIEDELEU
Gypsy FERRARI
Event manager
Art Director

5. Brief
Clairette de Die
U.S
Launch

6. The Brand
RATIONAL BENEFITS
taste of good sparkling wine, quality, diversity
EMOTIONAL BENEFITS
Feel eco-friendly, play a part in the Earth’s
evolution, think about the future while feeling
good sharing a bottle with friends or family, enjoy
a festive moment, be a classy epicurean

7. MARKET

8. Global wine market
3 . 7 3 5
BILLIONS BOTTLES
82% of California wine was sold in the U.S.
rest
of the
U.S
California
39%
61%
California supplied 61% of all wine sold
$7
Approximately 57% of the wine sold in the
U.S. retailed for under $7 a bottle

9. Organic wine
market
Exchange rates and taxes are an
obstacle to a correct long term
development in the USA

10. Organic wine
market
The import of organic French wine
is difficult in the USA since
reglementation isn’t the same for
foreign production

11. Organic wine
market
There is an increase in organic
sparkling wine consumption in the
USA. However the market is still
weak because the products are not
well distributed and are expensive

12. Trends in wine
market
SUPER-SOMMS
GOBAL CONSUMPTION
AND PRODUCTION
SUSTAINABILITY
RISING CONSUMPTION
FOR THE EVERYMAN

13. Location

14. Location
WINE COUNTRY
+
HIGH DENSITY OF POPULATION
+
YOUNG POPULATION
+
MULTICULTURALISM
+
TREND SETTER

15. « IN THE
STREET OF
SAN
FRANCISCO
GENTLE
PEOPLE WITH
FLOWERS IN
THEIR HAIR »

16. S.W.O.T
S
w
• Organic production
• French culture
• Strong values : tradition, family, handmade
T
• Unknow in u.s market
• Average image
• Complicated regulations and differences
between France and U.S
• Exchange rate €>$
• Expensive price of the wine in U.S market
• Competitive market
• Ignorant consumers
• Growing market
• Favorable trends : keen on French products,
organic trend, back to authentic products,
interest in mixology
• San Francisco : wine culture + trendsetter
consumers + many food festival
O

17. Challenge
HOW CAN WE CREATE A STRONG AND IMPACTING
CAMPAIGN TO INTEGRATE CLAIRETTE DE DIE IN
THE AMERICAN MARKET, WHEN IT IS KNOWN TO
BE SATURED ?

18. BIG IDEA

19. Key insight
CONSUMERS WANT THEIR PRODUCT TO BE
new
authentic
trendy
simple
BUT
global
organic

20. Concept

21. STRATEGY

22. Objectives
n° 1
SALES
Integrate Clairette de Die in San Francisco and
make it indispensable for each moment of
celebration
Make the brand likable to the trendsetters/early adopters,
and then develop word of mouth
n° 3
IMAGE
NOTORIETY
n° 2
Create a qualitative and festive image, while keeping
its natural and ecological values

23. Communication
targets
•
•
•
•
•
•
+ 21 years old
Men and women
Urban
25-35 years old
high level class
“hipster”, eco-friendly, healthy life, interested about
new trends and innovative product

24. Marketing targets
WOMEN & LIFESTYLE
• Vanity Fair
• Elle
• Vogue
FOOD
• Gastronomica
• Sunset
• Diablo
WINE PRO
• Food & Wine
• Wines & Vines
LOCAL
• The examiner
• Daily Journal
• The SF Chronicle
• The SF Magazine

25. Actions
EVENT 1 :
STREET
FOOD FEST
LIMITED
EDITION
EVENT 2 :
POP-UP BAR
ACTIONS
RETAIL
STRATEGY
PRESS
RELATIONS
DIGITAL
STRATEGY

26. 1st Event
Street Food Festival
e
oth exampl
bo

27. 1st Event
Street Food Festival
Create an event for the trend
setters of San Francisco. A
celebration for their image and
also Clairette de Die’s.
Partner up with an event that is
already organized in the USA to
benefit from its notoriety.
Create a stand with an ecological
and zen atmosphere, with the
theme “bobo”, south of France
Intrigue and influence consumers
in San Francisco to develop word
of mouth all over the country

28. 1st Event
Street Food Festival

29. 2nd Event
Pop-up bar
Creation of a pop up bar in San
Francisco for a week in September
that will respect the values and
colours of Clairette de Die
An important and strong moment:
an opening evening with the press
and leaders of opinion
During the week, people would
discover our products, our limited
edition and our associations of
food and sparkling wine.
Our aim is to make our brand
known to the public, create a
modern and high quality image
while increasing our sales.

30. 2nd Event
Pop-up bar

31. 3rd Event
Limited edition
Create a special bottle for our limited edition
with the San Francisco colors and call it “the
bay”
It would only be sold at the festival and in the
pop-up store
Our objective is to give a new image to the brand
and create a link between the brand and its
customers. To tell them that there are special to
clairette de die

32. Press relations
Invite the press « highest circulation magazines
and newspapers» in San Francisco and Northern
California
Invite the journalists to our event
Send them a bottle of sparkling wine + a
complete press package + a movie on French
wine and interviews with wine-growers.
Invite journalists to our pop-up store evening in
September

33. Digital
WEBSITE
translation in English to show
the public our new and trendy
image
INSTAGRAM
FACEBOOK
PINTEREST
relay of the other social
networks + contest
TWITTER
relay of market news and live
tweet
pictures of the events and of the
moments shared with the brand.
lifestyle, food, France, vignoble
boards
VINTANK
social monitoring for wine
business (brings all others in one
place

34. Retail strategy
Sales persons will visit and talk to all the biggest restaurants in
San Francisco, to share the arrival of Clairette de Die with them
and develop word of mouth.
They will give out a special kit with a bottle of our sparkling
wine, a glass, a coaster, a bottle opener and a catalog with all of
our products.

35. Actions
EVENT 1 :
STREET
FOOD FEST
LIMITED
EDITION
EVENT 2 :
POP-UP BAR
ACTIONS
RETAIL
STRATEGY
PRESS
RELATIONS
DIGITAL
STRATEGY

36. Budget
16%
EVENT
4%
PRESS
DIGITAL
7%
53%
RETAIL
LIMITED
EDITION
RESERVE
-­‐
-­‐
8%
AGENCY
-­‐
-­‐
10%
2%
TOTAL = $149.352

37. Planning
MARCH!
APRIL!
STREET
FOOD
FEST."
-"
BOOTH
BOOKING"
POP-UP
BAR"
AUTHORIZ
ATION
REQUEST"
STRUCTU
RE
BOOKING"
LIMITED
EDITION"
DESIGN"
P.R"
WRITING AND DESIGN
OF PRESS KITS,
INVITATION AND
BASKET GIFT"
DIGITAL"
RETAIL"
MAY!
JULY!
-"
PROVIDER
S
BOOKING"
INVIT.
SENDING"
ONLINE"
PRINTING"
SEPT.!
OCT.!
EVENT!
-"
-"
EVENT!
SALES
BEGINNIN
G"
PRODUCTION"
PRESS KIT
AND INVIT.
PRINTING"
AUGUST!
PRE-PROD"
PROVIDER
S
PRE-PROD"
BOOKING "
WEBSITE AND SOCIAL NETWORK
COUNTS DESIGN"
DESIGN AND WRITING
OF THE CONTENT"
JUNE!
BASKET
GIFT
PROD."
PRESS
ITW
(FEST)"
PRESS ITW
(POP UP)"
CONTEST "
POST
EVENT
REPORT"
CONTEST
REWARD"
RESTAURANT
RESEARCH"

38. CHEERS !