Opportunities
Create a brand new identity for Majestic’s Wine and Beer World acquisition in Calais to maintain existing customer base whilst forging a design link with the parent brand and its loyalists.
Develop a highly competitive local offering to challenge Tesco, Sainsbury, and at the bottom end of the Calais market, Eastenders. |
Objectives
Spearhead European expansion plans.
Exploit Majestic Wine’s quality brand perceptions and establish a direct competitor to Tesco and Sainsburys French wine sector business.
Add shareholder value and create a stir.
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Outcome
First four stores open January 2003.
All trading above budget.
Dramatically improved Majestic Wine plc’s trading results. (11% year-on-year growth). |
