Product Proposal - Möet & Chandon

In our Luxury Brand Management class, we were tasked with creating an in-depth group report that analyzed a luxury brand’s value chain, market positioning, consumer trends, and current product offerings. The assignment also required us to propose a new product diversification strategy, complete with a detailed concept, merchandising plan, and marketing tools. For this project, our group focused on Moët & Chandon and developed a brand extension in collaboration with Baccarat: a limited-edition New Year’s coffret. Designed to enhance the luxury champagne experience, the coffret featured a sustainably crafted wooden barrel-inspired exterior, an exclusive tangerine-flavored champagne in a frosted Baccarat crystal bottle, and crystal flutes. Available in three editions—basic, deluxe, and collector—the product emphasized sustainability, exclusivity, and craftsmanship. We positioned it as the ultimate luxury New Year’s gift, supported by a strategic marketing campaign leveraging targeted advertising, exclusive events, and high-profile partnerships.

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