Ladder Brand

Question 1

What does the ladder brand intend to do?

Answer 1

-create easy to understand ‘rungs’ to help consumers trade up to a higher priced and better quality expression of the brand

Question 2

What are the 3 rungs?

Answer 2

1. Accessible- least expensive with greatest distribution, c’s buy most often
2. Stretch- affordable, but only on special occasions
3. Aspiration- most never buy as more than willing to spend on wine
   -should cast it’s super prem identity over entire ladder

Question 3

Where does luxury branding work well?

Answer 3

-champagne houses
-accessible= pol roger non vintage
-stretch= pr vintage
-aspiration= pr cuvee winston churchill

Question 4

What about with soft brands?

Answer 4

1. bourogne rouge
2. Gevrey Chambertin
3. Le Chambertin GC

Question 5

Where doesn’t ladder branding work well?

Answer 5

-low involvement customers
-won’t know aspiration exists
-worst scenario= image of entire ladder based on accessible wine and consumers reluctant to trade up as think all over priced