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Cultural marketing :Launching a new product

By BOSQUET Caroline, RICAUD Mathilde, CHALIEUX Marie & BODARD Maxence

(IMCS3 gpe 1/A)

+Summary

Reminder about the company

Cultural differencies in China

China’s attractiveness for wine

Consumer’s behaviour

Marketing mix : 4P’s

Communication strategy

+Reminder about the company

This estate has been in the Ballarin family since 1932

The vineyard is about 50 km away from Bordeaux centre

Production: About 400 000 bottles per years

The nose is distinguished by its wild blackcurrant and blackberry aromas.

In the mouth, the wine is medium to full-bodied with excellent quality of ripe tannins.

The wine is sell in France and the goal is TO PENETRATE CHINESE MARKET

+Cultural differences in China

There is 6 religions but the most important is the boudhism.

There is a lot of dialects but the language spoken is « the mandarin ».

The number four is a sign of bad lucky

The red colour represent good luck, it’as aslo an imperial colour. That’s why they associate red to the wedding.

They have conservative value. Ex: Don’t accept yet the gay community

They are less open minded than european people

+China’a attractiveness for wine China is the 6th wine importer in the world

Imports are expected to increase by 62% (660 million bottles) in 2016

France is the first exporter of wine in China nearly 50% market share in value.

Red stands for happiness, love and luck, which explains why 85% of wines consumed in China are red wines.

+Consumer’s behaviour

Our product idea was born out of an observation:

CONSUMERS MIX RED WINE WITH COCA-COLA

+So we created …

Bord’au Cola

«  The perfect wedding between Wine and Cola  »

+Marketing mix : 4P’s

Product

Name : 波尔多可口可乐 (Bord’au cola) = Play on words

Composition : 50% Roc de Levraut red wine, 50% Cola

Packaging : A glass bottle with a cap to retain the gas.

Very modern sticker with a predominance of red, to symbolize the « wedding » between wine and cola

Available in 1L and 50cl

+ Price (for 1L):

Cost of the wine : 0,80 € Cola : O,35 € Conditioning : 0,20 € Label printing : 0,05 €

+ logistics costs+ marketing costs

10,8 € = 82 YUAN

+ Place

Best known chains of supermarket

Trendy restaurants of the largest cities

Our website’s E-shop

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Promotion :

Launching event

Prints on buildings

Street Marketing campaign

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We gonna focus our presentation on :

« The perfect wedding »

+Média campaign Giant display on buildings

Make people surprised with this association

Play on words : « The perfect wedding »

+Street Marketing

Pop-up bars

Big cities

After works

+Launching event

+ What ? A giant pool party

Where ? In Shangai

Why ? For the lauching in China

How ? Keep the wedding’s festive spirit

Who ? Opinion leaders

Generate impact on the web