WINE CAMPAIGN COGNAC ASSOCIATED TO COGNAC ASSOCIATED TO CHOCOLATE CHOCOLATE LHERAUD COMPANY WORKED WITH PATRICK ROGER AT THE PLAZA ATHÉNÉE
WINE CAMPAIGN
COGNAC ASSOCIATED TO COGNAC ASSOCIATED TO CHOCOLATECHOCOLATE
LHERAUD COMPANY WORKED WITH PATRICK ROGER AT THE PLAZA
ATHÉNÉE
SCENARIOSCENARIO
• TO LAUNCH OUR NEW PRODUCT XO BOTTLE
-> CREATE A EPHEMERAL CHOCOLATE BAR
• COLLABORATION WITH PATRICK ROGER FOR THE ST VALENTIN’S DAY
• INNOVATING EVENT
->ADVANTAGES AND DISADVANTAGES
LHERAULD COMPANY HISTORYLHERAULD COMPANY HISTORY
• LHERAUD FAMILY GROWING GRAPES IN 1680 LASDOUX
• IN 1970 GUY LHERAUD INHERITED THE PROPERTY
• THE FAMILY OWN THE VINEYARD OF 55 HECTARES
• THE HOUSE EXPORT 85% OF ITS PRODUCTION IN 77 COUNTRIES
PATRICK ROGER HISTORYPATRICK ROGER HISTORY
• BORN IN POISLAY
• IN 1994 -> WON CHOCOLATE WORLD CUP
• IN 2000 -> MEILLEUR OUVRIER DE FRANCE
WHY TO CHOOSE PATRICK ROGER?WHY TO CHOOSE PATRICK ROGER?
• HIS TALENT
• HIS EXPERIENCE IN CHOCOLATE
SCULPTURE
• ALREADY ASSOCIATED WITH BIG NAME : KARL LAGERFELD
• HIS LOVE FOR VALENTINE’S DAY
THE CONCEPTTHE CONCEPT
• AN EVENT AROUND CHOCOLATE AND OUR XO BOTTLE
• CREATE AN EPHEMERAL BAR
• A GIANT EDIBLE CHOCOLATE BAR
WHICH CAN OF MARKET WE WANT TO TARGET?WHICH CAN OF MARKET WE WANT TO TARGET?
• VALENTINE’S DAY MARKET IN 2013
• BRIC’S MARKET AND INTERNATIONAL GUEST FROM THE HOTEL
• LUXURY AND EXCLUSIVE MARKET
AT WHICH PRICE?AT WHICH PRICE?
• PRICE ACCORDING THE PRODUCTION COST
• DURING THE NIGHT ->BARMAN SELL THE EDIBLE CHOCOLATE GLASS (30 €)
• COGNAC COCKTAIL 25€
• FINAL PACK : 300€
HOW WE WANT TO LAUNCH OUR HOW WE WANT TO LAUNCH OUR EVENT?EVENT?
• IN PLAZA ATHÉNÉE, AT THE COURTYARD -> NOTORIETY
• COMMUNICATION BEFORE EVENT : – FLYERS– WEBSITE– FACEBOOK– EMAILING
THE SWOTTHE SWOTOPPORTUNITIESLOCATIONVALETINE’S DAY MARKETMODERN TECHNOLOGY
THREATSSPIRITS BRAND’S COMPETITORS
ICE BARPEOPLE DOENS’T LIKE THE PRODUCT
DO NOT ATTRACT PEOPLE
STRENGTHSBE INNOVATOR
PR’S KNOW HOWPARTNERSHIP WITH PLAZA
MOBILITY
SUPPORT A COOPERATIVE
WEAKNESSES STRUCTURE’S COST
TIME TO BUILD AND ORGANIZATIONTHE PERISHABILITY OF THE PRODUCT
PANGOA COOPERATIVE VILLAGEPANGOA COOPERATIVE VILLAGE
• LOCATED IN PERU
• HELP TO DEVELOP THE COOPERATIVE
• SUSTAINABILITY
CONCLUSIONCONCLUSION
« To do high thing, you need to have big dream »
CONRAD HILTON