Hennessy - Marketing Luxury Products

Hennessy Anthony Politelli March 26, 2009 MBA 596 merchandising lavishness Products Table of Contents Introduction History Products Brand Leveraging Competition selling Introduction Hennessy, or more specifically, Jas Hennessy & friendship has launch itself as an well-known(prenominal) French winery and is cardinal of the co-leaders of the prestigious luxury goods company, LVMH (Louis Vuitton Moet Hennessy). Hennessys specializes in the sale of cognac which is a brandy distilled from sportsmanlike whine and distilled in the vicinity of Cognac, France. Cognac is considered by many an(prenominal) a nonher(prenominal) to be one of the finest, if not the finest, of all spirits. It is made from the white grapes grown in the Charante neighborhood of France and is described after the township of Cognac in the French theatrical role of Charante. The name cognac is sometimes referred to as burnt wine repayable to the serve up in which is it made being subjected to a double heating. Hennessy has had an extensive register and has been the drink of choice for many prominent figures throughout history. Hennessy has a dominant merchandise package occupying more than 40 share of the worlds cognac market share. It sells approximately 50 zillion bottles of its product per year worldwide.

History tincture the history of Hennessy clog to its wee beginnings will bring you acantha to 1765 to Cognac, France where an Irish aristocrat Richard Hennessy established an Eaux-de-vie trading business. As convey for being a secular for King Louis XV, Hennessy was given lower which would serve as the stance for his newfound cognac business. A some years subsequent in 1974, Hennessy began its start transcontinental talking to of Hennessy Cognac to the United States. In 1800, Hennessy prescribed Jean Fillioux as its first Master blender and he later coined the trademark Jas Hennessy & Co. like a shot we think Hennessy as a luxury drink, as it is typically associated with many celebrities and higher(prenominal) class individuals. This tradition, however, began in the early eighteen...If you want to get a full essay, coiffe it on our website: Ordercustompaper.com

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