REPORT ABOUT CHAMPAGNE
Summary
The purpose of this report is to show how's the level for the Champagne Market in the UK in 2010. In the report are covered the Micro Environmental Factor, the Macro Environmental Factors and the Marketing Mix. The main source is the MINTEL Report about Champagne and Sparkling wines from February 2010.
Table of Contents:
1. Introduction
2. Micro Environmental Factors 3. Macro Environmental Factors 4. Marketing Mix 5. Conclusion 6. References
1. Introduction
In the MINTEL report from February 2010 about Champagne and sparkling wine we find out that the UK Champagne market has seen a sharp decline in 2009, the economic downturn being a prime factor that caused it. However,
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2.5 Public The company's aim is to sell their product to people from the age 18 and above. People who wants to celebrate a success, an event or just want to have a good time and consume something that's nice.
The Champagne, like wine, it's equally attractive to both women and men and because of that is really well place in the key in-home market. The evidences suggest that when drink in people are more likely to make a compromise and buy something that appeals across genders, friends and family.
2.6 Media The company has become a symbol of luxury because it's often featured in videos and TV shows that of the Rap and Hip-Hop culture somehow sending to people the message that if you'll drink it you're going to be just like you're idol or the people that are often shown on TV.
A lot of Rap and Hip-Hop artists reference it in their lyrics. Moët embraced the brand's popularity among the stars.
The famous actress Scarlet Johansson is now the new brand ambassador of the Champagne. Using her as the new face of the product has brought even more popularity to the company.
3. Macro Environmental Factors
3.1 Economic and Competitive Even though the overall market of alcohol is in decline the Champagne has managed to maintain its position. At the same time this may not be a good thing for Champagne which because of the supermarket discounts is becoming more and more accessible to consumers
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