This is our general project description:
We are doing from the point of view of LVMH (Minuty, Chateau d’Esclans, and Galoupet), as if we are working for them.
I personally need to focus anything related to marketing specifics, other team members are doing pricing, history, terroir, and etc.
Mission
To conduct a comprehensive analysis of the competition between rosé wines from Côtes de Provence AOC (Appellation d’Origine Contrôlée) and rosé wines from other regions around the world. Students will explore the differentiation factors that make Côtes de Provence unique and assess its potential to become the “Champagne of Rosé Wines”, meaning the most desired rosé wine in the world, emphasizing the region’s potential for producing high-quality and sophisticated rosé wines. Additionally, the project will address the risks associated with newcomers in the market and the impacts of climate change, while emphasizing the importance of sustainability in differentiation.
Deliverables
Market analysis of Rosé wines and competitor benchmarking
Market Analysis: • Compare and contrast Côtes de Provence AOC rosé wines with rosé wines from other regions around the world, such as California, Australia, Spain, and Italy. • Evaluate global trends, consumer preferences, and pricing strategies.
Differentiation Factors: • Examine the unique characteristics of Côtes de Provence AOC appellation, including terroir, grape varieties, winemaking techniques, and regional history. • Assess the role of AOC (Appellation d’Origine Contrôlée) and of the CIVP (Conseil Interprofessionnel des Vins de Provence) in maintaining quality standards.
Becoming the leader of the rosé category: • Investigate the significance of heritage, tradition, exclusivity and scarcity from the AOC.
Risks with existing competition and newcomers from other regions in the world: • Analyze the potential challenges posed by other regions to the rosé wine market: established players and newcomers (ex: Kylie Minogue wines in Australia)
Climate Change Impact: • Investigate the effects of climate change on rosé wine production in Côtes de Provence AOC and other regions.
Sustainability and Positioning: • Examine the role of sustainability and eco-friendly practices in differentiation. • Assess the demand for organic, biodynamic, and sustainable rosé wines among consumers. • Explore and present the sustainability initiatives taken by wineries in Côtes de Provence and their impact on differentiation and consumer perception.
Recommendations
Case Studies: Research and present case studies of successful newcomers in the rosé wine market and how established players have responded.
Marketing Plan: Develop a comprehensive marketing plan for Côtes de Provence AOC to promote it as the most desired rosé in the world.
Explore the marketing and branding strategies that Côtes de Provence AOC can use to position itself as the leading category of rosé wines.
Add three specific marketing plans for Esclans, Minuty and Galoupet to maintain their competitive advantage and elevate the desirability of Rosé de Provence as a category.
Sustainability and Climate Change Mitigation Strategies: Propose strategies and practices for mitigating the impact of climate change on rosé wine production, adaptive measures and innovations for climate-resilient winemaking
Today I need to give back this:
The methodology section must include:
• A description and visual representation of the actual methodology that you followed
• A description of research objectives, methods and samples used
• A discussion of the limitations of your research approach and potential implications for the project.
The findings section must include:
• A clear structure, by theme or topic, for presenting your findings.
• Clearly stated findings followed by the supporting evidence from your research.
• Self-explanatory graphs, tables, figures, charts to visualize and/or summarize the data. “Selfexplanatory” means that the reader should not have to read a lot of additional text to understand the data presented.
The implications section must include:
• An in-depth analysis of your findings
• A convincing explanation of how this analysis will impact the subsequent development of your recommendations. For example, implications may highlight some challenges and opportunities, provide guidance for your recommendations, etc.
What I was thinking about the structure: (Methodolody: surveys, interviews, secondary data)
Feel free to adapt to anything you think could be relevant, I personally went to Chateau d’Esclans, Chateau Minuty, Domaine Tropez, Léoube. You can come up with the interviews and so on.
At this point, no recommendations should be provided.
Findings & Implications – Show my findings and tie back in each point to what MH has already done
– Global trends in marketing (What kind of marketing works the best for them)
o Gen Z
o Gen Y
o Importance of social media for luxury brands
– Consumer preferences (Does it play a role?)
o Shape of the bottle
o Label
– Effective marketing practices
o Destination branding
o Experiential branding
o Association creation
– Global landscape of MH entities (Galoupet, Minuty, Chateau d’Esclans) (& in LVMH portfolio in general, maybe they are already doing something cool on the side)
– Challenges and risks of newcomers
o Celebrity based brands
§ Look also into tequila, like 818 and etc.
o Those who convey Provence, but are not actually from there
o Alternative drinks marketing (in cans, no alcohol)
