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Essay example - Moet & Chandon - Integrated marketing communications plan
Pages 10 (2510 words)
Moet & Chandon -Integrated Marketing Communications Plan Name: Instructor: Course: Date: Moet & Chandon is a French winery and one of the most prominent producers of champagne. The company has been in existence for 268 years. It was started by Claude Moet as Moet et Cie (Moet & Co.) and has since changed its name following a series of acquisitions and mergers…
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Over the years, the company has used brand ambassadors to popularize their champagne, with the current ambassador being the tennis icon, Roger Federer. However, the company has not realized its sales growth potential due to myriad factors including financial crises and growing competition. At times, there have been changes in the market that have presented the company with an opportunity to push its sales further. At the moment, the company hopes to maximize on the findings that “people are (beginning to become) fed up with austerity and are thus looking for indulgence. Indulgence represents a chance for wine makers and more so champagne makers’ such as Moet & Chandon in the UK. The focus here is to develop an integrated marketing communications plan that would help in capitalizing on the changing market orientation towards indulgence and thus offering a chance for Moet & Chandon to further grow in the UK market. The plan focuses on establishing a name, and placing Moet & Chandon at a competitive position within the next twelve months. Context Analysis-SWOT Analysis Strengths Moet & Chandon though a French company has made it to establish itself as a global company. ...
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