Abstract
In France, the famous luxury group LVMH (Louis Vuitton Moet&Hennessy) understood this problem early on in the process. In fact, since the early 90's, the group had begun its internationalization process since the early 90's: it is now a real pioneer in China thanks to its ability to identify the purchase behavior of the local customers. LVMH owns over 60 brands; from the fashion and luxury industry to the wine and spirits sectors, the company offer diversified range of products.
In the past few years, Bernard Arnault, LVMH CEO, has been trying to develop its wine and spirits sector in the Chinese market. Thanks to its amazing international recognition and the rise in Chinese demand for Western products, LVMH has found itself a new opportunity.
The champagne industry is proving to be very profitable. In 2008, over 320 million bottles had been sold, representing more than €4 billion in worldwide sales . However, ten main groups have been controlling 84% of the market for many years. It is in this competitive market that Veuve Clicquot Ponsardin, the famous LVMH brand, is trying to develop its offer on the international market, as an important player in this industry.
Considering these facts and this major opportunity, we are planning to export Veuve Clicquot Champagne to China, because we think that its international recognition and its prestigious brand image are key values in entering a new market.
How can Veuve Clicquot enter the market? Which strategies should the brand develop to become a reference in China?
In order to answer these questions, we will first analyze the marketing audit of the brand Secondly, we will develop the marketing plan, by explaining our ideas on how to become a leader in the Chinese industry.
