International Marketing and Communications Director
Moët & Chandon
How do you see the evolution of your business sector in the next five to 10 years?
Before answering, it is important to clarify the way we define our business sector. While we are a liquor brand, our image, our value, is seen as that of a luxury brand. I can then answer that the brands that grow in the luxury world will be those that manage to reconcile centuries of know-how (Moët & Chandon has been building a ground, a culture, and values since 1743) with communication. Through this reconciliation, a brand can create a truly emotional universe that makes a consumer dream.
How do you see the marketing of brands changing in the next five to 10 years?
I clearly see three main trends. First, there will be a growing split between the markets. We will find more distance between brands and (or) categories. At one end of the spectrum, consumers will be more involved, and at another, consumers will see only the usage value of a product.
"Moët is a unique brand in the sense that is supports
the happiness (celebrations, victories) of our consumers. Moët is a dealer in hope."
Second, brands that are able to create a universe, values, and are able to renew and innovate will grow in value. Those that are not able to do this will face tough consequences.
Third, after years of “all local” then “all global,” we are coming to a time that is focused on communities. The brands of tomorrow will answer their consumers’ needs and will meet their communities’ expectations—expectations that are closely linked to the evolution and strengthening of the Internet.
Which up-and-coming brands do you think will soon compete on a global stage?
The digital brands are up-and-coming, for sure (we can all bet that they will be in the top five within the next five years). They will see a boost from emerging countries and the maturity of the consumer.
Other up-and-comers are “collaborative” brands that have created a perspective of co-creation with their consumer—for example, through iPhone applications.
Is there a single touchpoint of your brand that you think will be more influential to your consumers in the next five years?
In our industry, Moët has succeeded in seeing champagne emerge from its historical market of alcoholic beverages to become a luxury brand. This has influenced the entire sector and driven it towards “premium.”
On the consumer side, Moët is a unique brand in the sense that it supports (even increases) the happiness (celebrations, victories) of our consumers. Moët is a dealer in hope.
In a time of crisis and doubts, our consumers will need to celebrate more than ever. To dream, to share…so they need us.
What makes you optimistic about the economy?
The fundamental need for men to progress makes me optimistic. The fact that crisis brings us the need to re-create, design the basis for new models, and pushes the idea front and center.
How does your brand influence the decisions made at your organization?
Our brand is at the center of our business model. It creates value and is inseparable from our product.
What is the main change that you can see in your customer behavior?
On one hand, there is growing expectation in terms of the quality of the product and information about the product. On the other hand, it is more about dreams and innovation. This is the case in the champagne universe, with new consumption patterns in fast-developing countries like China.
How will digital influence your sector?
We will sell more champagne via the Internet, and this medium will become absolutely essential in our communication with customers and how we affect them.
Based on your experience, could you share with us the best practices that lead to a brand’s success?
A leader needs to embody and glorify the main promises of the brand’s category, while continuously pushing back the boundaries of the category.
Marc Jacheet is Moët & Chandon’s International Marketing and Communications Director. In addition to being responsible for the brand’s development, he ensures the proper implementation of marketing strategies nationwide.
Prior to this position, Marc worked for Danone’s premium water segment (Evian, Badoit, Salvetat, and Ferrarrelle) as Marketing Director for France (where he developed and launched Badoit Red in less than nine months) and, later, North America. In a market dominated by Coca-Cola and Pepsi, he revitalized Danone’s portfolio and regained profitable growth for two consecutive years. Prior to Danone, he held positions with Unilever Group’s Lipton brand.
Marc has a master’s degree in management from the Paris Dauphine University and a master’s degree in marketing and communication from ESCP Paris. Married with two children, Marc is a wine enthusiast and fan of scuba diving.