image strategies to conquer new consumers€¦ · image strategies to conquer new consumers...
TRANSCRIPT
IMAGE STRATEG IES TO CONQUER NEW CONSUMERSCHAMPAGNE VS SPARKLING WINES
This overview concerning the sparkling wine industry aims to analyse and understand what are the different categories tactics behind the branding strategies already developed.
The overview is mainly based on events, speeches, brand image elements and professional organizations of Champagne, Prosecco, Cava categories and other sparkling wines.
The first part KEY FIGURES aims to contextualize the study and see what are the flows in terms of consumers purchasing behaviour.
CONSULTING
MARKET WATCH
- PERSPECTIVES -CHAMPAGNE OVERVIEW
PERSPECTIVES is a prospective tool designed for Marketing Departments. Those overviews have been de-signed by LINEA, a major design agency in the world of Wines and Spirits, together with BAYADERES, a consul-tancy specialized in brand strategy, to help the brands to rationalize or precise their strategies, handle events and, of course anticipate them.
To create strategies, our experts exchange views, share experiences, confront their points of view on various key current topics and issues. The various scenarios they imagine integrate old and new basic trends along with emerging signals that modify and/or will be likely to modify behaviours at short or longer term.
ABOUT
PREAMBLE
ANALYSING AND UNDERSTANDING THE STRATEGIES AT PLAY
BEHIND THE DISCOURSES, CODES AND COMMUNICATIONS
AMONG THE VARIOUS PLAYERS OF THE INDUSTRY
. . .
TO CONCEIVE NEW TERRITORIES FOR THE FUTURE BRANDS
OF CHAMPAGNE.
IMAGE STRATEG IES TO CONQUER NEW CONSUMERSCHAMPAGNE VS SPARKLING WINESCONSULTING
MARKET WATCH
- PERSPECTIVES -CHAMPAGNE OVERVIEW
IMAGE STRATEG IES TO CONQUER NEW CONSUMERSCHAMPAGNE VS SPARKLING WINESCONSULTING
MARKET WATCH
- PERSPECTIVES -CHAMPAGNE OVERVIEW
“Sparkling wines like Italian Prosecco or Spanish Cava are increasingly popular. Consumers shift towards those wines for cost reasons
but also because they feel like tasting something different.”
Dominique P ier re, Managing Director of Nicolas Feuillatte
At a time when sparkling wines consumption is soaring at a global scale, what is the evolution impact of their image on the way Champagne is perceived?
Champagne being challenged by other products of its category which do not hesitate to copy it while tackling a less formal market, how can Champagne brands respond?
What branding strategies must they develop to remain sought-after with new consumers while preserving their unique status?
IMAGE STRATEG IES TO CONQUER NEW CONSUMERSCHAMPAGNE VS SPARKLING WINES
A UNIQUE TR IPLE
APPROACH
A visual, semiotic and marketing approach to build a global vision.
AN OVERVIEW OF PACKAGING TRENDS
ON THE MARKET
To analyse graphic codes, shapes, materials
and colours through 8 major trends.
AN ANALYSIS OF INTERNATIONAL
MARKET AND I TS EVOLUT ION
To analyse quality upgrading strategies
to premium and luxuryof major categories of wines and spirits.
STRATEGIC AND OPERATIONAL
GUIDANCE
for the Champagne brand in response to competitive
dynamics.
CONSULTING
MARKET WATCH
- PERSPECTIVES -CHAMPAGNE OVERVIEW
Immeuble LINEA - 121 rue de l’Entrait - Zone des Montagnes - 16430 CHAMPNIERS - FranceTel. : +33 (0)5 45 92 83 83 - Fax : +33 (0)5 45 92 45 82 - [email protected]
www.linea.design
Cédric RAYNAUD President Manager LINEA
[email protected]+33 (0)5 45 92 83 83
Karine LAGARDE Consulting & Business Director
[email protected]+33 (0)5 45 92 83 83