Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

404 - Marketing Management > Chateau Margueax > Flashcards

Chateau Margueax Flashcards

(100 cards)

Start Studying
1
Q

What year is the vintage at the center of the third wine decision?

A

2009

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Who is the owner of Château Margaux during the case?

A

Corinne Mentzelopoulos

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What was the name of the second wine produced by Château Margaux?

A

Pavillon Rouge

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What percentage of the 2009 harvest was considered for the third wine?

A

18–23%

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Who served as General Manager and Winemaker in the case?

A

Paul Pontallier

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What was one of the proposed names for the third wine?

A

Esprit du Château Margaux

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What was the average bulk wine price per bottle?

A

€5–7

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Which country is NOT listed as a key export market in the case?

A

Italy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What was the key concern regarding introducing a third wine?

A

Brand dilution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What first-growth estate exited the en primeur system in 2012?

A

Château Latour

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What was a marketing risk mentioned with third wines?

A

Perceived as lower quality

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

How many wines did Château Margaux traditionally offer before this case?

A

Two

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Which market showed growing interest in luxury wines according to the case?

A

China

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What pricing was being considered for the third wine?

A

€100–150 retail

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Which segment is most motivated by prestige and status in Exhibit 3?

A

Image Seekers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is the Bordeaux distribution system traditionally called?

A

Place de Bordeaux

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is a “négociant” in the context of Bordeaux?

A

Wine wholesaler/distributor

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What marketing channel did Margaux consider bypassing?

A

Négociants

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What is the second wine’s typical retail price range?

A

€150–200

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What were the total potential third wine volumes from 2009?

A

20% of harvest

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Which proposed name translates to “Spirit of Château Margaux”?

A

Esprit du Château Margaux

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What was Pontallier’s view on blending for quality?

A

Be more selective

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

What format was used to determine final blends?

A

Blind tasting

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

What does “en primeur” mean?

A

Wine sold as futures before bottling

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Which vintage had the least suitable wine for a third label?
2011
26
Who advised on marketing strategy in the case?
Thibault Pontallier
27
What did Corinne Mentzelopoulos prioritize above short-term profit?
Brand equity
28
What wine brand is mentioned as a mass-market third label?
Mouton Cadet
29
What was the primary customer acquisition concern in China?
Brand recognition
30
Which exhibit includes consumer segmentation?
Exhibit 3
31
What was a proposed benefit of a third wine?
Gateway to the brand
32
What is the U.S. distribution model called?
Three-tier system
33
Which country had the most complicated import regulations?
United States
34
Which wine critic’s score can drive demand and pricing?
Robert Parker
35
What kind of wine is Grand Vin de Château Margaux?
Premier Cru red Bordeaux
36
What concern did sommeliers have about third wines?
Being a dumping ground for rejects
37
What does Margaux stand to lose if brand dilution occurs?
Long-term prestige and pricing power
38
What kind of wine is Pavillon Rouge?
Second wine from high-quality grapes not in Grand Vin
39
What kind of decision is introducing a third wine?
Strategic brand extension
40
What distribution tactic gives more control over pricing?
Direct-to-trade
41
What is one risk of relying on vintage-specific supply?
Inconsistency in product availability
42
What was the proposed release plan for 2009 third wine?
Sell gradually with future vintages
43
Which competitor’s pricing influenced Margaux’s considerations?
Château Latour
44
What did critics value most about Château Margaux’s wines?
Elegance and balance
45
What consumer group is least knowledgeable about wine?
Overwhelmeds
46
What did Margaux consider a unique strength of the third wine?
Exceptional 2009 quality
47
What type of wine would the third wine be categorized as?
Branded third-label Bordeaux
48
What element could damage the Grand Vin’s brand if mishandled?
Down-market perception
49
What role did Paul Pontallier play in the wine's quality assurance?
Led blending and selection
50
What makes the third wine decision so complex?
Balancing growth with heritage protection
51
What is the en primeur system designed to do financially for wineries?
Provide early cash flow
52
Why might third wines be difficult to sell to sommeliers?
They are often perceived as inferior
53
What role do importers play in the U.S. distribution system?
They buy wine and sell to distributors
54
What term describes Château Margaux’s top-level wine?
Grand Vin
55
What wine was used as a benchmark for third wine pricing?
Pauillac de Latour
56
What is one reason Château Margaux considered direct distribution?
Greater control over brand messaging
57
What happens to wine sold en primeur before it’s bottled?
It continues to age in barrels
58
What kind of consumers does the third wine hope to reach?
Aspirational wine buyers
59
What type of barrier might logistics pose in new markets?
Purchase barrier
60
What is the likely margin for restaurants selling fine wine?
Around 60%
61
What marketing mistake could confuse Margaux’s brand hierarchy?
Pricing the third wine too close to Pavillon Rouge
62
What business model change was Latour criticized for?
Exiting the en primeur system
63
What does Pavillon Rouge help Margaux maintain?
Grand Vin’s quality and exclusivity
64
What data did Pontallier rely on during blending?
Sensory evaluation via tasting panels
65
What kind of segmentation was used in Exhibit 3?
Psychographic segmentation
66
What is a core risk of vintage variability?
Supply inconsistency for the third wine
67
What does “gateway product” imply in marketing terms?
Entry point to higher-tier brand offerings
68
How did the 2009 vintage compare to 2010 and 2011 in quality?
2009 was superior
69
What was a risk of selling third wine as bulk?
Leaving revenue potential untapped
70
What marketing philosophy does Corinne reflect?
Long-term brand stewardship
71
What does Exhibit 1 provide data on?
Brand awareness and perceptions by country
72
What is a key reason Margaux wines are high-priced?
Scarcity and prestige
73
What makes a wine a “second wine”?
Made from grapes not used in the Grand Vin
74
What was one internal debate about the third wine?
Whether to release 2009 all at once or stagger it
75
What is the Place de Bordeaux known for?
Enabling distribution of classified growths
76
What role did François Valance play?
Commercial Director at Margaux
77
Why were critics wary of over-branding in Bordeaux?
Risk of commoditizing fine wine
78
What was one proposed name rejected for sounding too commercial?
Petit Margaux
79
What is Château Margaux’s brand identity centered on?
Timeless elegance and exclusivity
80
What is the purpose of wine blending?
Optimize balance, complexity, and quality
81
How does Margaux protect its prestige?
Through strict grape selection and brand control
82
How might third wine benefit Château Margaux’s long-term marketing?
Introduce new consumers to the brand
83
What is the final consumer price influenced by in the U.S.?
Three-tier markup system
84
Why is it important for Margaux to avoid mass distribution?
To protect its luxury positioning
85
What challenge exists in explaining the third wine to consumers?
Differentiating it clearly from Pavillon Rouge
86
What decision did Mentzelopoulos hesitate over?
Selling direct vs. through Place de Bordeaux
87
What is the key strategic dilemma in the case?
Innovating without undermining tradition
88
What would be a bad outcome of the third wine launch?
Cannibalization of Pavillon Rouge
89
What was Château Margaux’s traditional marketing strategy?
Understated, quality-led promotion
90
What is the role of Exhibit 9?
Outlines production volumes by vintage
91
What was unique about the 2009 surplus?
It had near Pavillon quality
92
Why was Clarendelle mentioned in the case?
As a contrasting third-label strategy
93
What part of the marketing mix was hardest to define for the third wine?
Promotion strategy
94
What consumer value driver applies to luxury wine?
Psychological and status benefits
95
What could a failed third wine signal to the market?
Quality compromise at Margaux
96
Why was brand naming a sensitive issue?
Names affect perceived authenticity and tiering
97
What is the difference between Margaux and Mouton Cadet?
Margaux is first-growth; Cadet is commercial blend
98
What kind of brand architecture does Margaux use?
Branded house
99
What is one long-term benefit of successful third wine branding?
Broader global audience without cheapening prestige
100
What decision must balance market opportunity with legacy?
Launching the third wine

404 - Marketing Management (6 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions