Chateau Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-increase", is facing a host of strategic decisions in early 2013. Up until this stage the estate had been selling a second wine whose retail price frequently exceeded $200 a bottle, a first wine whose retail price regularly surpassed $1000 a bottle, along with two red wines. Her management team and owner Corinne Mentzelopoulos were now preparing to start a new third wine produced from the estate's generation not used to generate the first two.Chateau Margaux Launching The Third Wine Case Solution
They need to determine whether the best go-to-market strategy will be to sell the third wine to the local Bordeaux merchants and relinquish commercialization to them or to formulate an entire marketing plan for the new wine which includes: target market selection, placement, and amount to release, pricing, channel structure and brand name. Mentzelopoulos was considering the best marketing for the third wine in light of daring moves by other first-growths, like the purchase of wineries in the Bordeaux area, international growth, and deviation from the centuries-old tradition of selling wine in the futures market.
Publication Date: June 20, 2013 Product #: 513107-HCB-ENG
This is just an excerpt. This case is about Sales & Marketing
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