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  • October 2006 (Revised August 2007)
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Marketing Chateau Margaux

By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman
  • Format:Print
  • | Language:English
  • | Pages:15
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Abstract

Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more control of distribution instead of leaving it to the Bordeaux wine merchants. Also, can the Chateau build marketing and sales capabilities on its own? Who is the target market, wine connoisseurs or the newly rich? Corinne Mentzelopoulous, who took over the estate from her father in 1980, wonders whether a new lower-priced wine should be added to the portfolio.

Keywords

Price; Growth and Development Strategy; Brands and Branding; Distribution; Luxury; Food and Beverage Industry; France

Citation

Deighton, John A., Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer, and Anders Sjoman. "Marketing Chateau Margaux." Harvard Business School Case 507-033, October 2006. (Revised August 2007.) (request a courtesy copy.)
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About The Author

John A. Deighton

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Related Work

    • October 2006 (Revised August 2007)
    • Faculty Research

    Marketing Chateau Margaux

    By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman
Related Work
  • Marketing Chateau Margaux By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman
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