This document analyzes how to develop the market for Château Martinat's wines among customers in their 40s seeking tradition and modernity. It begins with an environmental analysis of the region and company history. It then examines the target customer group of French managers aged 35-50 earning over €50,000 who enjoy wine, food and travel. Finally, it proposes a marketing strategy focusing on product development, competitive pricing, distribution through direct sales and partnerships, and promotion using reviews, partnerships with chefs and hotels, and press coverage of tastings.

1. CHÂTEAUMARTINAT GRAND VIN DE BORDEAUX Between Tradition and Modernity… Aurélie BUISSON Larissa GUZMAN MBA 2

2. How can we develop the « Château Martinat » market for customers in their Forties who are looking for tradition and modernity ?

4. Marketing Target

6. Company History , Products and Culture

8. Macro environment Château Martinât 33 710 LANSAC The vineyards of Chateau Martinat is located on the town of Lansac in the heart of the Côtes de Bourg, in a hilly landscape near the river Gironde which has a definite influence on the mild climate and sunshine of this region.

10. Company History , Products and Culture

12. Company History, Products & Culture In 1994 « Château Martinat » was born with an abundant grape vintage and the encounter with the oenophile “Christian VEYRY” followed by other vintages between 1995 and 2001 and a very good yield by the famous Robert Parker. At the present moment the wine storehouse has been built, the grape-vine has been cultivated and the house has been equipped. Château Martinat asserts itself between the independent winegrowers and it has an important international market. They make use of 25 hectare of vineyard in Blayais-Bourgeais

13. CompanyHistory, Products & Culture Stéphane : “Perception of Quality” "A very good quality and beautiful ripeness of grapes at the beginning of the harvest are the parameters necessary for the development of a wine. The challenge is repeated at each harvest. We would meet the same standard every year for what it offers, without ever trying to change its expression, but by imprinting a specific style of “Chateau Martinat”. Our wines can be tasted in their youth and maintain their personalities, so you can enjoy them for many years. “ The vineyard is manual : pruning, leaf thinning, green harvesting and hand harvesting. This work is undertaken with care and attention each year to create a vintage quality.

14. Company History, Products & Culture You can find enclosed the description of the main products (Château Martinat & Epicurea) and the 2010 prices .

16. Company History and Culture

18. Geographicalmarkets(allocation of turnover) Allocation of turnover out of France

19. Distribution Channels(allocation of turnover) The direct sales is a Hugepart of the sales and must bereinforced in the future marketing strategy

21. Marketing Target

24. SWOT of the Brand and Products Strengths of the brand and the Products A motivated couple in the age of the targeted customer with a unusual , modern and successful story in a traditional activity A very good wine quality guaranteed by the chart of the “Independent Vineyards” and its fame Fame of “Chateau Martinat” based on “coup de coeur guide Hachette” Médailles, press articles) Loyalty of customers based on key market research : Robert PARKER Competitive Prices The geographical situation reflects the image of France and Bordeaux Wines in the world

25. SWOT of the Brand and Products Weaknesses of the Brand and the Products The lack of statistics for analyzing the activity and defining a new or focused marketing plan Resources for communication plan (time and money…) The distributions channels are not strong The production is not enough for the demand and the level of price is limited by the market and the higher cost of exporting.

26. SWOT of the Brand and Products Opportunities for the Brand and the Products Export Scarcity of the product due to a choice of quality is a kind of specification of luxury product Going further with Luxury Hospitality chains and famous chefs New Key market research in the wine & gastronomic world Threats to the brand and the Products The enthusiasm of consumers for organicproductseven if the vineyardisharvestedmanually Dollars and Sterling exchange rates A decline in wine consumers due to the expansion of the Spirits market

28. Marketing Target

30. PRICES

31. PLACE

33. Marketing Strategy : PRODUCTS Packaging development : Packaging must be designed to bring this special touch of modernity in the brand “Chateau Martinat” Special packaging is made for special events : Elegant Taylor made packaging to be closed for their consumers Elegant packaging for Christmas time or festive events.

35. PRICES

36. PLACE

39. PRICES

40. PLACE

42. Marketing Strategy : PLACE - DISTRIBUTION Chateau Martinat has to privilege contact on a personal website and regular personalized mailings. People in their forties who like to know the proprietor and the history of the wine that they buy. Also they would like to use modern modes of communication . That’s why they have to innovate and deal with e-business and on line sales. Chateau Martinat could also imagine Individual Stores with a new concept in Wine Shops.

44. PRICES

45. PLACE

47. Marketing Strategy : PROMOTION- COMMUNICATION Service & Pleasure We can also do a variety of products for small and medium size sample gift because it’s a very good way to become known. Companies don’t care about the price, because the goal is to reward their customers and their employees. Another way to attract new consumers is to make a partnership with a hotel close to “Chateau Martinat”, to be labelled in GIFT BOXES such as SMARTBOX and develop Wine tasting in the Chateau.

48. Marketing Strategy : PROMOTION- COMMUNICATION Press & Key opinion leaders Independent Specialist who speaks about the products Robert PARKER : EPICUREA DE CHATEAU MARTINAT 2008 NOTE PARKER : 90/100 « Sleepers of the vintage" Robert PARKER : « This wine is the discovery of Millésime the 2008 Vintage. A veryweakyield and a ruby / violet color, round tannins and the blackberry and redcurrantflavour , whithsprinklings of chocolat and spices. This wine willbesampledbetween 3 and 10 yearsafterfermentation ».

49. Press & Key opinion leaders Independent Specialist who speaks about the products Guide Hachette des Vins CHATEAU MARTINAT «MY PERSONAL CHOICE » GUIDE HACHETTE 2010« One of the assured values of the garanteed vintage. Gravellyclaysoil : typicalvariety of vines: the dominant is Merlot, but the Malbec raiseshis profile. With hard work, this has produced a wine thatisalwayssuccessful. And alreadyhaving been chosen as a favourite . Hereisanotherthatwillcomplete the collection. The ruby color isat the same time, alive and deep. The noseperceives the smokedwood and the mature grapes. The mouthperceives the samething, unmasking a soft skin , supported by quality tannins, whichis a littlefirm. After one or twoyears, the harmonywillbeperfect ». « A well-likedclassic of the genuswhichflows by itselfthanks to the souple tanins withoutasperities, a fruity texture thatyoucandistinguish and a good armony.REGAL Magazine, special wine selection 2009

51. References & Sources « Le haut potentiel des hauts revenus » Marketing direct N° 90 – 01/02/2005 – Enquête réalisée par Sophie MENSIOR « Luxe et tradition : comment réussir sa mutation ? Les approches respectives du vin et du parfum français » Marketing magazine N°72 – 01/09/2002 – Jean-Marc Lévy Tourisme en France. Le tourisme Français en 2007. Tourisme Stat no.2008 www.tourismegouv.fr Dossier « L’actualité des Cotes de Bourg ». Syndicat Viticole des Cotes de Bourgs Hélène DARROZE : http://www.doctissimo.fr/html/nutrition/plaisir/articles/11878-helene-darroze-cuisine-tradition-modernite.htm http://www.helenedarroze.com/helene-darroze