MBA 2e année Marketing et Management des Spiritueux

From online shopping to the latest developments in social networking, a review of spirit e-strategies.
This course evaluates evolving marketing techniques and promotional technologies, and finds ways to integrate them into an effective communication strategy at the product launch stage for an established brand. It also looks at the emergence of the on line store.

Topics include:

• Integrating a strategic approach to long term development, formulating a global company diagnostic and assessing capacity for change in a fast moving environment

• Making a global diagnosis of a firm and its environment while taking into consideration its capacity to adapt to changes

• Analyzing and understanding structural problems linked to establishing a strategic plan

• Pinpointing the identity of an organization and analyzing the components of the company culture.

This course prepares students to understand different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

• Evaluating different types of merchandising

• Consumer behavior as the keystone of merchandising

• Quantitative analysis of a line: optimization, value, reasons to set up, product range

• Formulating a direct communication strategy

• Understanding different types of media

• Stimulating product demand and improving product availability

Topics include:

• Sources of information

• Defining the various roles played by the key players in international advertising (advertisers, agencies, media, consumer lobbies)

• Developing awareness of the global trends affecting the advertising of today and tomorrow

• Various socio-cultural and management factors

• Choices regarding investment and financial means

• Financial analysis and financial information – to know the users, the sources of information

• Mastering the tools of financial analysis

• Financing the assets, the production tools and the marketing development

• COGS, overheads and marketing – aiming at optimizing the gross and the net margins

Assessing the feasibility of a new product. New product development and the launch process.

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.