CHAMPAGNE

G.H. MUMM
Professor: Caroline
Daussautoir
GROUP
MCNELL11ALEENA
NARDO PAULINE
NGUYEN THUY LINH
WANDAO AMINA ELISA

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G.H. MUMM
CONTENT
1. Analysis
Market
Company
2. The Strategy
Brand analysis identity
Target
Positioning
Mapping
3. Coherence & Value creation through the mix
marketing
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1. ANALYSIS G.H. MUMM
1.1 The Market
Champagne can only be called champagne if it
comes from Champagne, France
The champagne market is made up of 15,8000
winegrowers and 300 champagne houses
The champagne region covers 33,705 hectares
that are divided as follows:
Marne area: 22,375 hectares
Aube and Haute-Marne area: 7,970
hectares
Aisne and Seine-et-Marne area: 3,360
hectares
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1. ANALYSIS G.H. MUMM
1.1 The Market

The champagne market is a 4.5 billion euro

market, 2.4 billion of which is exports

The top three export markets are:

1. The United Kingdom (32,675,232 bottles)

2. The United States (19,152,709 bottles)
3. Germany (12,605,297)

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1. ANALYSIS G.H. MUMM
1.2 The Company
Created by Jacobus, Gottlieb, and Phillip Mumm
in 1827
Located in Reims, France
Occupies 218 hectares of vineyards rated at 98%
on the champagne quality scale
G. H. Mumm is now owned by the parent
company, Pernod Richard
Official sponsor of the Formula 1 since 2000

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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
SOURCE
PHYSICAL PERSONALITY
FACET

INTERNAL
INTERNAL
EXTERNA
EXTERNA

RELATIONSHIP CULTURAL
VALUE
LL

REFLECTED CONSUMER
CONSUMER MENTALISATION
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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
PHYSICAL FACET

PHYSICAL APPERANCE; Champagne bottle

The iconic Cordon Rouge = red sash, ribbon :
originally created in 1876. as a tribute to theLgion
dHonneur

Specific topography: regal and statutory, initial of

the founder

Coat of arms with the Champagne Houses

emblematic eagle printed in gold on black.

TANGIBLE ADDED VALUE

Iconic Symbols to give a sign of excellence, know
how whilst expressing its noble heritage.
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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
PERSONALITY

- Excellence, Successful, modern, prestigious, ambitious,

freedom, celebration

- The Name G.H Mumm is a reference to the founder :

Georges Hermann Mumm gives to the brand a DNA

- Gives to the people the feeling of winning/success

being the best

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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
CULTURE VALUE

- Values : passion for victory, quest for excellence,

bravery, innovative spirit, adventure spirit

- The founder is German and the brand is French. It gives

to the brand a combination between the French way of
life (luxurious, classy) and the German commitment to
work

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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
RELATIONSHIP

G.H Mumm Champagne gives an image of

- Prestige
- Victory
- Success
- Audace

Strong association with sport due to the tendency of

having ambassadors being sports professionals

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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
CONSUMER MENTALISATION

When people drink G.H Mumm Champagne they feel

- Exclusive, unique
- Successful
- Wealthy
- Proud
- Audatious

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2. THE STRATEGY G.H. MUMM
2.1 Brand analysis identity
REFLECTED CONSUMER

- People that are daring, adventureous

- People that are not afraid to push boundaries
- People that have class and style prestigious
- People that are commited to hard work
- People that want to give the impression of being
wealthy upper class

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2. THE STRATEGY G.H. MUMM
2.2 Target
Which potential customers, the
company will focus on ?
Younger, affluent and ideally male
(connoisseurs?)

Champagne lovers who want to learn more

> they try to educate the customers with the
pages Champagne protocoles

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2. THE STRATEGY G.H. MUMM
2.2 Target

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2. THE STRATEGY G.H. MUMM
2.3 Positioning

For people who want to challenge, love discovering, dare to

win and no hesitate to share their success, G.H.Mumm
champagne is the only one that is artistic creation, innovation and
the premium deserved prize for the winners

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2. THE STRATEGY G.H. MUMM
2.4 Mapping
Modern

Pommery
Laurent Perrier
Nicolas Feuillette
G.H.Mum
m
Simplicity Prestige
Mot et Chadon
Jacquart

Tradition
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.1 Product

Brand range:
-G.H.MUMM, the desirable bottles with embody the spirit of
excellence of the House since 1827, represents the strong heritage.
-Luxury brand wine: Champagne, original from Reims

Packaging
-features a more intense textured color to ennoble the brand; it is the
Champagne Houses sign of excellence.
-A coat of arm with Champagne House emblematic eagle royal
brand, brand of kingdom
-A Hot-Gold stamping seal, glossy varnish
Specific packaging

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3. COHERENCE & VALUE CREATION G.H. MUMM
3.1 Product
Specific packaging:

With the new Stretch, an easy shining and iridescent tool to open
champagne by the way of winners, the way of M.H.Mumm.
The toast job is easier than ever.

See video:
https://www.youtube.com/watch?v=B-wZSQ_HnfA

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3. COHERENCE & VALUE CREATION G.H. MUMM
3.2 Price

Champagne Larrent-
Perrier
Laurent-Perrier Brut avec
tui
75cl
37,35 per bottle

G.H Mumm Brut Cordon Rouge

G.H Mumm Brut Cordon Rouge
avec tui
75cl
32,90 per bottle
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.2 Price

Pommery
Pommery Brut Royal
avec tui
75cl
36,90 per bottle

G.H Mumm Brut Cordon Rouge

G.H Mumm Brut Cordon Rouge
avec tui
75cl
32,90 per bottle
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.2 Price

Mot & Chandon

Mot & Chandon imperieal avec tui
75cl
44,90 per bottle

G.H Mumm Brut Cordon Rouge

G.H Mumm Brut Cordon Rouge
avec tui
75cl
32,90 per bottle
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.3 Place - Distribution
3rd Brand on the Champagnes market in France
and worldwide

First International Champagne Brand in France

Owned and distributed by Pernod Ricard since

2005

Mass market distribution (online website,

supermarkets)

New objective : Premiumisation

> They have createdteam
a 11.
new offer intented for wine22
G.H.Mumm
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.3 Place - Distribution
DOMESTIC
Reinforce the brand on the mass-market
(supermarkets..)
Developed the premium references in the
wineshops and prestigious establishment
EXPORT
60% of the company sales
More than 100 countries
Main Market : Europe (France, UK, Italy, Spain),
Australia, US
Key Markets: Asia (China, Japan, Singapore)
Number two in China : 26% market share in volume
among International Brand
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.4 Communication

Celebrating Firsts marketing campaign

Champagne is a drink of celebration therefore
G. H. Mumm wants to celebrate your firsts with
you
Partnered with Formula 1, Route de Rhum, Paris
Saint-Germaine Football Club, and David Guetta

G.H. Mumm first ever G.H. Mumm Ball

Invitation only experiential marketing event
Held in Paris in September 2014
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3. COHERENCE & VALUE CREATION G.H. MUMM
3.4 Communication

G.H. Mumm on social media:

Facebook (Champagne G.H.Mumm)
Instagram (@ghmumm)
Twitter (@ghmumm

G.H. Mumm app Champagne

Protocols de G.H. Mumm
A wine how to

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3. COHERENCE & VALUE CREATION G.H. MUMM
3.4 Kommunikation

Celebrating Firsts Marketing Kampagne

Champagne ist ein Getrnk des Feierns, aus diesem
Grund mchte G. H. Mumm Erste Male / Erfolge feiern.
G. H. Mumm hat unteranderem Partnerschaften mit der
Formula 1, route de Rhum, PSG und David Guetta

G.H. Mumm erstes Mal /erster Erfolg G.H

Mumm Ball
Experimentale Marketing Veranstaltung nur auf
Einladung
Fand in Paris in September 2014 statt

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CONCLUSION G.H. MUMM

G.H.Mumm has a clear and attractive marketing strategy, suitable

for the target customers who really desire to challenge
themselves, want to share their successes with other people by
the way of victory.
G.H.Mumm uses the sportive ambassadors to catch out the young
adults in excellent communication, the creative packaging to be
modern, and in basic the premium quality of this champagne.

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G.H. MUMM

Thanks for your guiding!

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Reference G.H. MUMM

1. Mumm International. (n.d.). Retrieved from http://www.ghmumm.com/

en
2. Mot & Chandon Champagnes: Fine and Vintage Champagne France,
Luxury Premium Champagne. (n.d.). Retrieved from http://
www.moet.com/prehome
3. Champagne Nicolas Feuillatte official Website. (n.d.). Retrieved from
http://www.nicolas-feuillatte.com/en/
4. Champagne Laurent Perrier - Lavinia. (n.d.). Retrieved from
http://www.lavinia.fr/fr/t/champagne/champagne/laurent-perrier
5. Pre-home 1 | Vranken-Pommery Monopole. (n.d.). Retrieved from
http://www.vrankenpommery.com/fr/pre-home-1
6. Champagne JACQUART. (n.d.). Retrieved from http://
www.champagne-jacquart.com/en

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