PRESERVE LUXURY

EXTEND BRAND

Should Château de Vallois begin producing a more-affordable wine?

Company Background

Stakeholders

Claire’s Idea

Force-Field AnalysisTriggersFamily PressureIncreased CompetitionFinanacial LossesSocio-Cultural Factors

ResistanceTraditional CultureChanging SuppliersLack of ExperienceDistortion of Brand

NAÏVE APPROACH

PLANNED APPROACH

THREE-STEP MODEL OF CHANGE

EMERGENT APPROACH

Criteria For Evaluation And RecommendationBrand EquityProfitabilityAffordable Wine Market ShareRelationship With Negotiators

Serving to both the common as well as luxury markets