Louis Vuitton 2003 Annual Report Download - page 26

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24 LVMH ANNUAL
REPORT 2003
In Australia, the Netherlands and Mexico, Moët
Hennessy continued to merge its sales networks.
Italy and the United Kingdom will follow in
2004.
KRUG
By concentrating its growth in the major stra-
tegic markets, Krug surpassed its 2003 objec-
tives. Significant growth was achieved in Japan,
Great Britain and the United States, as well as
in Southeast Asia.
The year 2004 will see a continuation of this
policy of growth in value, backed by strong pro-
duct initiatives and intensive marketing and
promotional efforts.
CHANDON ESTATES
Chandon Estates recorded strong growth in pro-
fitability in 2003. This performance was due to
a general increase in volumes and to producti-
vity gains that generated a sharp improvement
in net sales and operating income.
The implementation of the strategy for Chan-
don Estates still and sparkling wines, generally
targeted toward the leading brands and key
markets, yielded good results.
The Te rrazas de los Andes range of still wines from
Argentina performed very well with steady growth
in sales volumes. The Chandon brand made fur-
ther inroads in key markets such as Argentina, the
United States, Australia and Brazil.
VEUVE CLICQUOT
In 2003, Veuve Clicquot confirmed its remarka-
ble vitality with another record year of strong
growth in the United States, the United Kingdom
and Japan. The brand consolidated its positions
in all key markets. Carte Jaune, its famous tra-
demark, and value-added products like vintage
wines and the prestigious vintage La Grande
Dame posted growth rates that allowed Veuve
Clicquot to successfully continue its policy to
add value to its portfolio.
INNOVATIVE AND SEDUCTIVE
COMMUNICATIONS CAMPAIGNS
Marketing expenditures were increased as part
of the brand's communications policy to make
innovation a top priority, with campaigns like
the Clicquot Ice Box 2003, the international
extension of the Clicquot Paint Box, the Hallo-
ween events, and the International Businesswo-
man’s prize. A daring and elegant new worldwide
advertising campaign based on Madame
Clicquot’s actual signature was designed for
Carte Jaune. The launch of the 1996 vintage was
hailed by the trade press and customers alike,
who stressed the excellent quality of the wine
and its exceptional storage potential. Finally, a
complete new marketing plan was introduced for
La Grande Dame, which included new, even
more elegant, packaging and a new gift case,
and was greeted enthusiastically by the sales
network and the press.
WS
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