‘’Gosse du Margaux’’
A name which in English translates into ‘’Child of Margaux’’.
A wine that is created by Chateâu Margaux, one of the four wines that received the highest rank of Premier Cru.
The third wine carries the same prestige and luxury that the Margaux clienteles adore. Although the price is moderate paralleled to the existing two wines, the consumers recognize the definition of
‘’child of Margaux’’.

Index
INDEX 3
1. INTRODUCTION 5
1.1. COMPANY INFORMATION 5
1.2. PROBLEM STATEMENT 5
2. EXECUTIVE SUMMARY 6
3. EXTERNAL AND MARKET ANALYSIS 7
3.1. MARKET ANALYSIS 7
3.1.1. Import and Export 7
3.1.2. Customer Trends 7
3.1.3. Demographics 7
3.2. MAJOR SEGMENTS 8
3.2.1. Fine wine buyers 8
3.2.2. Enthusiasts 8
3.2.3. Image seekers 8
3.2.4. Savvy Shoppers 9
3.2.5. Traditionalists 9
3.2.6. Satisfied sippers 9
3.2.7. Overwhelmed 9
3.3. COMPETITOR ANALYSIS 9
4. INTERNAL ANALYSIS 9
4.1. TARGET MARKET 9
4.2. POSITIONING 10
4.3. COMPETITIVE 10
4.3.1. Competitive advantage 10
4.4. MARKETING MIX 10
4.4.1. Product 10
4.4.2. Place 10
4.4.3. Price 10
4.4.4. Promotion 10
4.5. SALES & PROFITS 11
4.5.1. Sales 11
4.5.2. Profits/Loss 11
5. SWOT ANALYSIS 12
5.1. CONFRONTATION MATRIX 12
6. SEGMENTATION, TARGET MARKET, POSITIONING 13
6.1. TARGET MARKETS, SEGMENTATION 13
6.1.1. Enthusiasts 13
6.1.2. Image seekers 13
6.1.3. Savvy shoppers 13
6.1.4. Traditionalists 13
6.1.5. Satisfied sippers 13
6.1.6. Overwhelmeds 14
6.2. FUTURE PROSPECT 14
6.3. NEW SEGMENTS 14
6.3.1. New image seekers 15
6.3.2. New enthusiasts 15
6.3.3. New traditionalists 15
6.4. POSITIONING 15
7. CORPORATE STRATEGY 15
7.1. CORPORATE-LEVEL STRATEGY 15
7.2. BUSINESS-LEVEL STRATEGY 15
7.3. FUNCTIONAL-LEVEL STRATEGY 16
8. OBJECTIVES 16
8.1. SHORT-TERM GOALS 16
8.2. LONG-TERM GOALS 16
9. MARKETING MIX 16
9.1. PRODUCT 16
9.1.1.