Veuve Clicquot

SummaryI. Veuve Clicquot Story

II. Prism Identity1. Brand Physic2. Brand personality3. Culture (DNA and brand value)4. Type of relation5. Brand Reflect6. Perception (Customer vision)

III. Distribution

IV. Communication

V. Conclusion

I. The Veuve Clicquot story

1772 : Foundation of the house « Clicquot » by Philippe Clicquot in Reims.

1798 : Wedding of François Clicquot (son of Philippe) and Barbe-Nicole Ponsardin.

• When Clicquot died in 1805, his widow decided to take the control of the company.

Barbe-Nicole Ponsardin :• First lady to manage a champagne house• Known as « La Grande Dam du Champagne »• One of the first Business women of modern times

During Napoleonic wars : Madame Clicquot established her wine in royal courts throughout Europe

1866 : Death of Madame Clicquot• At this time, Veuve Clicquot had become both a champagne house and a respected

brand.• Production : 750 000 bottles per year

And today….

Located in 120 countries Belong to LVMH (since 1987) leader on the luxury sector

2004: Veuve-Clicquot rosé launching in Japan (2006: rest of the world)

Production: 100 000 bottles per year in 1805 8 Millions bottles per year in 2009

90% of the production exported to the international

Perpetual technical innovation • On the production• On factories

II. The Prism Identity

• Émetteur construit

• Destinataire construit

• 1. Physic

• 6. Perception• 5. Reflect

• 3. Culture • 4. Relation

• 2. Personality• I

NTERNAL

• EXTERNAL

1. Brand Physical

Symbol :

Based on company’s legend

Reflect Mrs Clicquot ‘s personality

• Audacious and original

The color : Yellow Clicquot

strong differentiation

Represent the brand identity allover the world

2. Brand PersonalityIdentification of the brand through the product (packaging)

Veuve Clicquot: a bottle slender and distinguished

The yellow colour attract the customer’s stare

Typography immaculate and feminine

In the mind of its founder

A feminine and elegant champagne, just like its founder Mrs Clicquot

Attractive for women, preferred by day

Traditional: the importance to communicate on the history of the brand (leaflet in the case)

3. Culture (DNA and brand value)

Mission:• Modernity• Audacity• Quality demand• Irreproachable know-how

Vision: To be the leader in the champagne market

Communicates on events : “The Business woman Veuve Clicquot Price”

Pays tribute to is Ambassadress: high importance for the brand

4. Type of relation Veuve Clicquot: Tradition and know how to make experience since its

creation

International fame thanks to the « yellow label »

Doesn’t communicate a lot by the publicity but on the affective side

Brand day bright and generous

Communicate with only with: • Press relations• Web site

Communicate directly thanks to the packaging by educating the client on the brand values

5. Brand Reflect

“Only one quality, the first one” Mrs Clicquot

The public decode of all brand messages

Privilege

An upscale product through its bottle with a price of 40 euro for 75cl

A luxury product that everyone can not afford

Elegance

The elegance of a luxury product just like the champagne

A delicate and smooth taste thanks to its cabernet grape

The elegance of its history born in the French Bourgeoisie during the 18th century (a liking for traditional respect, elegance and scarcity)

6. Perception (Customer vision)

Veuve Clicquot appears as a: • Day brand (Moët & Chandon : night brand)• Subtle• Affective• Generous• For special and important events in life

The consumer have a feeling of superiority, being a enlightened and sharing the brand value

III. Distribution

No direct contact with the final consumer

• Retail and CHR (Coffees, Hotels, Restaurants)• Commercial teams divided on geographic areas • Local commercial teams• retail channels (mass retailing) and CHR

IV. Communication on special services and products

Communication on consumption space

Champagne Bucket or champagne flute

Communication on special services and products…..

Objectives: To push Compulsive behaviour• Creation of the Ice Jacket• Clicquot traveller suitcase

Associations with famous designers • Emilio Pucci • Porsche Design • Karim Rashid

Accessories Veuve Clicquot

V. Conclusion Real differentiation inside LMVH

Company’s spirit and an important audacity

Internet : decisive tool for its future development

Extend its personality throughout limited edition (accessories and bottles)

Adapt its product to the local market

Keep collaboration with famous designer

Thanks for your attention!!