Titre : |
Between creativity and tradition, is packaging innovation directly related to international customers’ preferences and expectations? The case of Champagne Houses |
Type de document : |
Mémoire |
Auteurs : |
Paul NILLES, Auteur |
Année de publication : |
2016 |
Importance : |
59 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; CREATIVITE ; EMBALLAGE ; EXPORTATION ; MARKETING STRATEGIQUE ; VIN SECTEUR
|
Résumé : |
In this paper, the author is exploring the existence of a possible relationship between the recent modification in terms of champagne packaging and the preferences of the international clientele. It is assumed that top brands modified their packaging strategies with a view to match foreign expectancies as a result of strong increases in terms of champagne exportation. The following research takes its roots on the different areas that are the impact of packaging on consumer behaviour, the marketing changes within the wine and spirits industry as well as the shift from tradition to modernity in terms of packaging. The reason behind the conduction of this business project is linked to the increase of creative, modern and attractive designs coming from champagne houses. The researcher having already completed a research on wine in general, the intent was to analyse the existence of a similar switch to modernity for the most famous wine in the world. As a result, this paper clearly identifies the existence of a relationship between the changes that currently happen within the industry and a variation in terms of preferences between the French clientele and international consumers. Conclusions and
recommendations were designed from the results obtained within this researcher with a view to persuade other researchers to go further into research as well as allowing the reader to better understand the modification in terms of packaging strategies for most of top champagne houses. |
Programme : |
MSc International Master in Luxury Management |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=217800 |