Marketing applied - the launch of a new brand of champagne

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Marketing applied - the launch of a new brand of champagne

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Abstract

To realize this simulation we will use a fictive enterprize named 'Croix-de-Champagne' and a fictive product 'Sixis'. The aim of Croix-de-Champagne is to offer a new packaging concept related to an alcoholic drink. Sixis's ambition is to turn the champagne more reachable to consumers and to pair them in happy moments. Sixis is a young and innovative brand which breaks the conventions compared to classic champagne. Even if Sixis is different from its rivals, we have to keep the image of quality. Young, innovative, party, luxury and mobility are the words related to our product. We want our invention to become a 'fashion champagne'.

Description of the target market in Ireland
Big idea and market position
1. The product
2. The target
3. Positioning
Media channels
A 30 second TV advertisement in storyboard
Magazine, newspaper and radio advertisement

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[...] If we sponsor a free live radio we can have a friendly and funny image. Radio works also for cognitive and affective aspect. However the impact of radio is smaller than TV advertising. We just have to select the most important radio of our target and to broadcast our advertisements as every time it's possible. Concerning magazines, we have to do advertising in those which are the best seller of our target. In effect when do advertising like that we take advantages of the image of magazine. [...]

[...] It is only works to show the product and to show the features. VI Magazine/newspaper/Radio advert The magazine and newspaper adverts have to associate SIXIS with great party, fun, sensuality and sex. That's why we will use a model who wear a beautiful and luxury dress and who go out of a limousine on a red carpet with a SIXIS drink. With this advert, people can have a look on this product as an accessory. Our product can become fashion. [...]

[...] We have to use of the packaging to associate a lifestyle with our product. If we add the three types of advertising which are TV, Radio and Paper we have the true image that we want to show (event, fun, package). VII Conclusion In conclusion we can say that product's advantages are his innovation and his capacity to make champagne quickly accessible when and where you want. Our main target is young social people (18-35). The market of champagne looks very open in Ireland. [...]

[...] Our marketing strategy will be oriented in this way: I drink SIXIS, I drink champagne, I am exceptional. One other hand, the policy environment is negative. Governments do many campaigns against alcohol. It decreases the consumption of the product because of the negative image given by campaigns. Moreover, champagne is subject to special charges according to the government policy. II Description of the target market in Ireland Our firm is based to France, the country of champagne. We are obliged to speak a little about it. [...]

[...] His word means many ideas like young, party, love, exceptional The message The message we want to transmit turn around four main axes: -Content: show the utility of our product -Structure: Attract attention, cause a desire -Communications medium: Television, radio, magazine ads -Theme: desire, freshness, sensuality IV Media channels TV advertising is really important because it is the most important aid for advertisers. In effect this media is adapted with the cognitive aspect. First we have to inform the targets of the new product. [...]

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