Yellow Tail, Case Study - Frédéric Bourgoin

[ yellow tail ]mercredi 19 janvier 2011

[ yesterday ]

[ context ]mercredi 19 janvier 2011

Market [ share ]

2002 0,2

2003 1,2

2004 4,2

2005 7,5

0 2000000 4000000 6000000 8000000

Sales of yellow tail in the US

Market [ share ]

2002 0,2

2003 1,2

2004 4,2

2005 7,5

0 2000000 4000000 6000000 8000000

Market [ share ]

2002 0,2

2003 1,2

2004 4,2

2005 7,5

0 2000000 4000000 6000000 8000000

+ 3233%

What are the big issues facing [ yellow tail ] today and

tomorrow ?

[ question ]mercredi 19 janvier 2011

[ answer ]mercredi 19 janvier 2011

Energy Crisis

Health Care

Energy Crisis

Health Care

Energy Crisis

Health Care

DroughtCrisis

[ to become ]mercredi 19 janvier 2011

[ sustainable ]

[ ethic ]

[ sustainable ]

[ eco-friendly ] [ ethic ]

[ sustainable ]

[ eco-friendly ]

[ clean ]

[ ethic ]

[ sustainable ]

[ eco-friendly ]

[ clean ][ long term]

[ ethic ]

[ sustainable ]

[ eco-friendly ]

[ clean ][ long term]

[ ethic ]

[ sustainable ]

[ environmental ]

[ yellow tail ] SUSTAINABLE

[ program ]mercredi 19 janvier 2011

[ strategy ]

Our objectives:

mercredi 19 janvier 2011

[ strategy ]

Our objectives:1- To develop our [ wineries ] closer to consumption areas.

[ strategy ]

2- To perfect our wine [ tastes ] according to local demand.

[ strategy ]

2- To perfect our wine [ tastes ] according to local demand.

3- To communicate about how [ ethicable ] we are.

WINERIES

TASTES

COMMUNICATION

WINERIES

TASTES

COMMUNICATION

To develop our [ wineries ] closer to consumption areas

[ wineries ]mercredi 19 janvier 2011

To keep in touch with the [ street ]

Cost Access

Cost Access Quality

[ close to me ]mercredi 19 janvier 2011

[ close to me ]

One continent, One wine...

[ strategy ]

Luxury

Traditional Innovative

Ideal brand positionCompetitors brand

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

[ strategy ]

Luxury

Gap in the market !

WINERIES

TASTES

COMMUNICATION

WINERIES

TASTES

COMMUNICATION

[ taste ]

Our [ target ]

[ taste ]mercredi 19 janvier 2011

Who are they ?

What does our [ customer ] want?

- Sugar- Bubble- Freshness

How solve this [ question ] ?

Think out of the [ square ] !

[ for chineses only ]

INNOVATIVE [ yellow tail ]

[ bartender ]

[ bartender ] [ mixology ]

[ premix ]

[ flair ]

[ premix ]

[ cocktails ][ flair ]

New [ yellow tail ] product lauch

[ mixology ]mercredi 19 janvier 2011

[ mixology ]

[ ]mercredi 19 janvier 2011

[ differentiate or die ]mercredi 19 janvier 2011

WINERIES

TASTES

COMMUNICATION

WINERIES

TASTES

COMMUNICATION

[ communication ]mercredi 19 janvier 2011

[ web 2.0 ]mercredi 19 janvier 2011

[ promotion ]

[ flashmob ]

[ promotion ]

[ plane ]

[ pack ]

[ promotion ]mercredi 19 janvier 2011

[ promotion ]

[yellow tail ]

[ promotion ]

[yellow tail ]

Street Marketing

[ street marketing ]

Where?

[ street marketing ]mercredi 19 janvier 2011

[ the end ]mercredi 19 janvier 2011

Thank You !

[ the end ]mercredi 19 janvier 2011

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