Marketing Strategy Applied to Exporters
Many Champagne houses are looking to continuously develop their export markets as a strategy to spread their distribution base as widely as possible to hedge against global economic fluctuations and reduce their exposure to the lower priced domestic market. Michel Letter, Head of Marketing for GH Mumm, hopes that in ten to fifteen years the figure for total domestic sales of Champagne will have fallen from 55% to 40%, thanks to an increase in exports. Mumm's export strategy is based on four main marketing messages: Quality, Authenticity, Differentiation and Innovation. According to Letter, "If you don't innovate you lose a generation".
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