Château La Coste: Creating a Whole New Experience in Provence Wineries

Château La Coste which is located near Aix en Provence has deliberately opted for an upmarket positioning. Art is totally coherent with this. Since 2011, artists from various backgrounds who have been chosen for their fame but also for their creative capacities can express themselves freely. The vistor immediately understands that this is not an ordinary winery but a place with a soul. This impression is reinforced when one visits the chai and listens to the presentation of the wine-making methods which are in tune with the natural order. Biodynamics is at the heart of the domain.

How can success be assured at Château La Coste notably by developing the visibility of the domaine ? The goal is to increase the number of visitorsin order to increase the percentage of wine sales at the domain itself.

Make learners aware of experience-based marketing and event-driven communication.
Adopt an appropriate marketing approach:
- define targets precisely
- get the domain to adopt an experience-based marketing approach
- develop an event-driven policy

Target, Positioning, Experience-based Marketing, Event-driven Communication, Winemaking, Ecology, Art

Management schools, Master students in tourism, Universities, Executive education

Winemaking

- A complete case with 8 documents.
- Debrief: 2 documents are provided - the 1st can be projected to the students in class and the second includes commentaies. It can be printed and can help the trainer when commenting on the slideshow.
- 2 teaching modules can be used if the trainer sees fit: Experience-based Marketing and Event-driven Communication.

- A French version is available: KEDGE-MA-001

Année de la problématique : 2014

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11 avec 2 page(s) annexe(s)

Temps d'utilisation : 3h00