Franchising, retail, business
02/11/2017 - 225.000 dollars. This is not the price of a Tiffany Diamond, a Ferrari or a Gold Rolex. This is the price that William Sokolin, a wine merchant, received for his Chateau-Margaux 1787!
We are talking about one of the five most expensive wines in the whole world. Then, how does it is possible that a product which have to be destroyed in order to be appreciated is able to reach this economic value?
The positioning of Chateau-Margaux within the market of wine has not to be considered a fortuity or a consequence of thoughtless actions; behind the Chateau-Margaux brand there are genial intuitions and huge knowledge of the marketing world.
Above all, we need to consider the distribution process. It is strange, but, if you want, you cannot buy a bottle of Chateau directly from the winery! Seriously, you can’t! Indeed, they rely on a small network of merchants (about 400) who are able to ensure a small distribution all over the world. This represents the core strategy adopted by the estate, since the process give a perception of scarcity stimulating the purchase by the customer. In fact, it is exactly the concept of “scarcity” which creates the allure of the product, allowing Chateau-Margaux to be considered a luxury brand. So, the real genial intuition, refers to a completely different positioning of the brand in the wine market.
Not a commercial wine, Chateau-Margaux has to be considered a luxury wine, targeted to connoisseurs (60%) and luxury buyers (40%).
Then, regarding the marketing practices, they simply do not practice it! Unbelievable! Indeed, they believe their product to be excellent in such a way that it doesn’t need any marketing support.
Thus, the answer to the question is now simple to explain. The success of this wine can be resumed in one word: mysterious.
- By Igor Marulli and Federica Gravina
Fonte:https://luissfuturemarketingleaders.wordpress.com/2017/11/01/chateau-margaux-the-mystery-of-the-princess-who-became-queen/
L’idea di creare un blog giornaliero per il mondo del retail nasce grazie ai continui feedback positivi che riceviamo dalle notizie condivise attraverso diversi canali.
Rivolto a tutte le tipologie di distribuzione presenti sul mercato: dal dettaglio ai grandi mall, dal commercio locale e nazionale alle catene di negozi internazionali, investitori, ai nostri fedeli clienti e chiunque altro è realmente interessato allo studio e all'approfondimento su ciò che guida il comportamento dei consumatori. E' anche un blog per tutti coloro i quali lavorano già nel mondo del Retail.
Verranno condivise le loro esperienze, le loro attitudini e le loro experties. Un blog di condivisione, quindi.
Ospitato sul sito della BRD Consulting, che da decenni lavora nel mondo distributivo Italiano ed Internazionale, il blog Store in & out riguarderà il business, i marchi e i comportamenti d'acquisto propri di alcune delle più grandi aziende.
Ci saranno anche notizie in lingua originale per dare evidenza dell’attenzione della nostra Azienda nei confronti del global.
È possibile raggiungere lo staff a: info@brdconsulting.it
