Veuve

Clicquot
 Summary
I. Veuve Clicquot Story

II. Prism Identity

1. Brand Physic
2. Brand personality
3. Culture (DNA and brand value)
4. Type of relation
5. Brand Reflect
6. 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
• E • I
X • 1. Physic • 2. Personality N
T T
E E
R • 3. Culture • 4. Relation R
N N
A A
L L
• 5. Reflect • 6. Perception

• Destinataire construit
 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 Personality
Identification 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 18 th
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!!