Delphine Labati Kersey Moseley Romain Attard Alex Brown Chloe - PowerPoint PPT Presentation

Delphine Labati Kersey Moseley Romain Attard Alex Brown Chloe Pirola Christina Jaouhari Desiree Thomas

Background Current state of the marketplace Overall Situation ● 1668 306 Champagne houses There is a current gap between our ● 1921→ 1936 consumers ● Vintages are released 15-16 years after Top 5 export markets (2015) harvest 1. United Kingdom ● 41 Dom Pérignon white vintages Dom Pérignon wants to diminish the 2. United States of America gap by reaching to a younger ● 24 Dom Pérignon rosé vintages 3. Germany generation of affluent consumers ● Moet and Chandon’s prestige label 4. Japan (LVMH) 5. Belgium We hope to attract and reach a new market through our Social Media Total bottles sold: 312,531,444 72% -champagne houses Holiday Campaign 28% - winegrowers & co-ops Dom Pérignon’s Current Capital: €433,193,798

Objectives We plan to host a New Year’s celebration featuring a signature Dom Pérignon bottle • Host a New Year’s party in NYC • The event will be invite only for loyal customers and a lucky few guests: North America customers have the opportunity to find “Platinum Corks” in our champagne bottles leading up to the event This event has four main goals: Increase brand awareness 1. We are striving for a 35% increase Brand Prestige: 2. Increase luxury experience of brand with an extravagant soiree Increase sales: 3. We are striving for 8-12% growth Expand customers base & further engage our loyal customers: 4. Bring in 200-400 new customers (entice them through the platinum cork campaign) and increase sales with loyal customers as they purchase our new holiday bottle

Data • In average, 40% of the sales = end of the year celebrations • 77% of event marketers use social media es a key engagement strategy before an event. Our goal is to improve this data with advertsing during the event. People will connect with a person rather than a logo, so much powerful • Location: New York. Why ? • Targeted people: HENRY : growing 11% between 2014 and 2015

Opportunities We will create a social media campaign for our “Platinum Cork” focusing on Snapchat and Instagram • Loyal customer base made primarily of Revenue will come in three separate phases: baby boomers and generation X consumers 1. Before the holiday party with consumers purchasing champagne bottles in hopes of finding the platinum cork 2. During the New Years Party as we showcase and • Our campaign is seeking to encourage and sell our signature bottle incentivize late generation X and early 3. After the event as the signature bottle continues to generation Y consumers to enter the Dom sell and brand awareness from the social media campaign leads to additional customers Pérignon market • By focusing on those aged 28-44, we will target the current gap by engaging young professionals with leisure time and high affluence

OUR TARGET MARKET SOCIAL MEDIA USERS & LOVERS Late 20’s to mid 40’s: Highly educated: Millenials & Generation graduated from Ivy League & boarding schools Influence power : Cultivated: Members of socialite clubs, Art lot of social media followers Food Travel Wine & Champagnes Professional with high earnings & rich network Urban

Approach to Reach Target Consumer NYE party to create a unique experience surrounded by friends Gain new consumers while catering to current consumers and increase brand awareness • Personal Invitations • Pre-orders, orders during NYE party, and future orders • Social Media ads- Instagram, Facebook, Snapchat • Commercial Ad for our “DomPe Eve” event • Lookbook • Recreating long term campaign strategy: • change location every year • sponsored luxury location: real estate agency

Breakdown of the Numbers

Tactics To enhance our brand To reward our most loyal customers, prestige and reputation, we will organize an exclusive party for the party will take place in the New Eve. The customers invited will a luxury penthouse in To increase our brand awareness, an advertising be the 1000 most loyal customers and New-York and will benefit campaign through social media and regular means will be selected after a deep, rigorous from the party services will be launched. This advertising campaign will do and impartial customer base research. (chief traiteur, singers and the promotion of both the event and the high-quality Moreover, some gifts will be offered to DJs, modern and champagne. the guests, such as a “lookbook” of all aesthetic design and the trends to be expected from Dom decoration…) Pérignon for the next year. To grow sales, we will launch a signature To reach new customers, To retain customers we will allow random bottle, which will be customers to participate to and build a strong available first during the party. The people brand image, if this the party, and then in allowed to join the party will first party is a stores. be customers who would success, we will do have found our “Platinum similar parties every corks” in regular Dom year in different Pérignon bottles. locations.

Marketing strategies Calendar

The LookBook

Signature Bottle

Teaser

Instagram Check our instagram page

Snapchat

Snapchat

Costs What are the costs of your program? Venue(includes staff and security): $75,000 Engagement(2%) 13,705 Additional costs(platinum,deliverables): $125,000 Inventory costs: $171,473.90 Total Party Investment: $371,473.90 Revenue: $1,119,503.00 What's the payback model Profit = Revenue-Cost Dom Pérignon Rose sales-415.99 per bottle Profit= $748,029.10 500 bottles sold (in store): $207,995 107 bottles sold(NYE party): $44,510.93 ROI: 3 to 1 Dom Pérignon Exclusive New Release sales-$2,999.99 per bottle 310(including booth sales): $929,996.90

Merci Beaucoup