jean-fredric hugel - place vs brand @wbis2014
DESCRIPTION
Jean-Fredric Hugel, the youngest generation of one of France's most successful wineries, presented their approach to place and branding both in terms ofTRANSCRIPT
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HUGEL & FILS12 generations of family
tradition
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A brief presentation Family business, today run by 3 members of
the family (12th generation) – 28 employees
100% family-owned and fully self-financed.
Wine growers from father to son in Riquewihr, Alsace since 1639
Total annual production averages 110,000 cases; over 90% is exported to more than 110 countries
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Today’s Hugel headquarters in Riquewihr
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The importance of the place vs. the importance of the brand. The secrets behind a successful wine brand?
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The importance of the brand and the importance of the place. The secrets behind a successful wine brand?
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Be coherent Don’t try to become super premium if you
can’t sustain it. Don’t try to mass market your wines if you
can’t supply when (if) it’s a success. Don’t open a market if you cant sustain
and support it.
Your positioning can only be yours, make sure it is unique, so it stays yours…
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Know your strengths: Our name, because the brand is
important. Our capacity and experience in opening
markets. Our adaptability to any export market’s
requirement. Our ability to build our brand image.
…We have become really good at being first.
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1. Our brand: Our brand is our name, our brand
ambassadors are members of the family. Our brand is short and easy to pronounce
in most languages. Our label has become a signature across
the world. We avoided supermarket and mass
distribution to keep a high end image.
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2. Our capacity to open new markets: Present in 110 different countries Recently opened markets like Vietnam,
Burma, Serbia… Present in tradeshows, present on the
field. Working with the right people (Frederick
Wildman; Summergate; Jeroboam; John Fells UK)
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Establishing stable export markets
Loading a shipment for Sao
Paulo in 1950 The labelling room in 1930
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3. Our adaptability to any export market’s requirement: We count 3 people working full time on
duties and shipping. We count 5 people for labeling, packing
and orders display. Hundreds of different labels. A method which allows us quick changes
in destination. A website in 9 different languages(!)
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An informative and supportive An informative and supportive websitewebsite
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The new technologies of information help us communicate more easily than ever before.
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Conclusion: Know / find your strengths. Work on your strong points. Chose your distribution wisely. Define your goals and tactics. Being first is often better than being the
best. Try to be both.
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HUGEL & FILS3, rue de la première armée
68340 RiquewihrFrance
Tel: +33 3 89 47 92 15 Fax: +33 3 89 49 00 10