MBA 2e année Marketing et Management des Spiritueux

This course introduces:

• Legislation inside and outside of Europe, rules governing the sale and presentation of products

• The naming of wines

• The brand, its labelling and its promotion

• Administrative constraints

• Product licensing, contracts and control of brand image

• Protection of intellectual property

• Combating counterfeit and parallel imports

• International regulatory and tax environment

• Communication compliance

This course evaluates the different trends (economic, cultural or legal) affecting distribution:

• Chainstore brands, and the new channels of distribution (internet)

• Strategies for distribution – from independent agents to fully owned stores (how to control distribution, how to capture the distributions margins)

• How to work in free trade or controlled distribution

• The current situation in the leading markets and consequences on distribution

This course investigates the dynamics of human behavior and how it relates to decision-making. It helps gain understanding of consumer trends in order to better define target markets.
It will explore attitudes: from sipping alone to social drinking, from medical benefits to adverse effects, from taste enjoyment to purposeful drinking. The bright and the dark sides of the spirits industry will also be explored.
Other topics:

• Social status and consumption of spirits

• The versatility of spirits (straight, mixed, pairing with food)

• Offering by leading brands in each category and the renewal of the offering

Topics include:

• Managing creativity and innovation

• Insights into existing and emerging markets

• International brand positioning and competitive analysis

• Market entry strategies, brand development and international pricing strategies

• Consolidating and evaluating brand strategy

• Guiding the relationship between brands and consumers

• Brand building strategy

• Mergers and acquisitions in the spirits industry

This course looks at how to conquer the local store and bar (street marketing), as well as how to conquer national retailers – offerings and negotiations. Using technology to organize, automate and synchronize business processes.

• Assessing the feasibility of a new product

• Analyse of new product development and the launch process

• Identification of the opportunities

• Sequencing and planning launches

• Financial and P&L aspects

• Production and launches

Topics include:

• Brand strategy

• Visual identity

• Design and packaging

• Industrial design

• Sales and marketing architecture

The purpose of this course is to master different negotiating techniques according to the cultural context, and learn to negotiate with a win-win approach.
The course introduces students to the different negotiation techniques with an eye to the cultural context (Europe, USA, North Africa, Asia and Latin America). Participants learn how to use a win/win approach and appreciate the importance of gaining a sound knowledge of the profile of buyers. The course also stresses the importance of learning and analyzing the key points needed to succeed in negotiation.