Forgot your password? Register now and get access to your personal control panel. The consumers of the wine of Chateau Margaux CM are mostly connoisseurs and luxury buyers. Connoisseurs are consumers who have profound knowledge on the taste of wine and they make their decisions on the wine to consume based on its taste. Thus, the most important factor when choosing a wine is the taste.
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Owner Corinne Mentzelopoulos and her management team were now preparing to launch a new third wine made from the estate's production not used to make the first two.
They have to decide whether the best go-to-market strategy is to sell the third wine to the local Bordeaux merchants and relinquish commercialization to them or to devise a complete marketing plan for the new wine that includes: target market selection, positioning, quantity to release, pricing, channel structure and brand name. Mentzelopoulos was considering the optimal marketing for the third wine in light of bold moves by other first-growths, such as the purchase of vineyards in the Bordeaux region, global expansion, and deviation from the centuries-old tradition of selling wine in the futures market.
Keywords: marketing strategy ; new product launch ; marketing plan ; brand management ; go to market strategy ; channels of distribution ; wine industry ; Marketing Strategy ; Distribution Channels ; Product Launch ; Brands and Branding ; Agriculture and Agribusiness Industry ; Food and Beverage Industry ; France ;. Ofek, Elie, and Eric E. Revised January Elie Ofek. Elie Ofek and Eric E. Elie Ofek and Elie Ofek.
Purple Innovation, Inc. Elie Ofek and Nakisha Williams. Harvard Business School. HBS Home. Business and Environment Business History Entrepreneurship.
Finance Globalization Health Care. Technology and Innovation. Finance General Management Marketing. Technology and Operations Management. Print Email. Citation: Ofek, Elie, and Eric E. View Details. Cite View Details Purchase Related. Mentzelopoulos was considering the optimal marketing for the third wine in light of moves by other first-growths, such as purchase of vineyards in the Bordeaux region, selling mass-market wines, and global expansion.
Citation: Ofek, Elie. About the Author Elie Ofek. Although the move had the promise of expanding the relevant customer base, it presented a marketing challenge: Could the company continue to rely on its previous digital advertising approach to drive offline sales? If so, how, and, if not, what other media outlets and messaging should be considered?
In doing so, students grapple with delineating the customer journey for buying a mattress online and in stores. The case can also serve as a vehicle to discuss the scaling challenges many disruptor DTC brands face. Citation: Ofek, Elie, and Nakisha Williams. Revised April Ofek Citation: Ofek, E. Educators Purchase. Cite View Details Purchase. Cite View Details Educators Purchase.
Château Margaux: Launching the Third Wine
Château Margaux: Launching the Third Wine (Abridged)
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