{"id":1000004497,"date":"2022-04-26T15:20:55","date_gmt":"2022-04-26T13:20:55","guid":{"rendered":"https:\/\/forum-engagement.org\/entre-languedoc-et-bourgogne-15-etudiants-en-mission-marketing-pour-le-lancement-dune-marque-disruptive-bsb\/"},"modified":"2022-05-05T14:51:51","modified_gmt":"2022-05-05T12:51:51","slug":"entre-languedoc-et-bourgogne-15-etudiants-en-mission-marketing-pour-le-lancement-dune-marque-disruptive-bsb","status":"publish","type":"post","link":"https:\/\/forum-engagement.org\/2024\/entre-languedoc-et-bourgogne-15-etudiants-en-mission-marketing-pour-le-lancement-dune-marque-disruptive-bsb\/","title":{"rendered":"Entre Languedoc et Bourgogne, 15 \u00e9tudiants en mission marketing pour le lancement d\u2019une marque disruptive [BSB]"},"content":{"rendered":"<p style=\"text-align: justify;\">15 \u00e9tudiants en marketing de la School of Wine &amp; Spirits Business (SWSB) de <a href=\"https:\/\/www.bsb-education.com\/\">BSB<\/a> ont pris part \u00e0 un projet mobilisant \u00e9galement des vignerons bourguignons et alliant ainsi des savoir-faire compl\u00e9mentaires et atypiques dans le cadre d\u2019une d\u00e9marche responsable. Au-del\u00e0 de la structuration de gamme et du plan marketing, les \u00e9tudiants de la SWSB vont contribuer \u00e0 la constitution d\u2019une communaut\u00e9 singuli\u00e8re et distinctive : un club d\u2019ambassadeurs qui doit assurer l\u2019essor de la marque.<\/p>\n<p style=\"text-align: justify;\"><strong>Entre Languedoc et Bourgogne, 15 \u00e9tudiants en mission marketing pour le lancement d\u2019une marque disruptive<\/strong><\/p>\n<p style=\"text-align: justify;\">La School of Wine &amp; Spirits Business (SWSB) de BSB s\u2019associe au lancement d\u2019une marque de vin originale, initi\u00e9e par un groupe d\u2019amis entrepreneurs passionn\u00e9s \u2013 dont Patrick David, PDG de Mapa Spontex. Une quinzaine d\u2019\u00e9tudiants accompagne ainsi le d\u00e9veloppement marketing de ce projet.<\/p>\n<p style=\"text-align: justify;\">Ancr\u00e9 dans un terroir oubli\u00e9 du Languedoc, ce dernier mobilise \u00e9galement des vignerons bourguignons et allie ainsi des savoir-faire compl\u00e9mentaires et atypiques dans le cadre d\u2019une d\u00e9marche responsable. Au-del\u00e0 de la structuration de gamme et du plan marketing, les \u00e9tudiants de la SWSB vont contribuer \u00e0 la constitution d\u2019une communaut\u00e9 singuli\u00e8re et distinctive&nbsp;: un club d\u2019ambassadeurs qui doit assurer l\u2019essor de la marque.<\/p>\n<p style=\"text-align: justify;\"><strong>Un groupe d\u2019amis entrepreneurs et la volont\u00e9 de faire revivre un terroir<\/strong><\/p>\n<p style=\"text-align: justify;\">A l\u2019origine de ce projet, il y a la passion d\u2019un groupe d\u2019amis entrepreneurs&nbsp;: Patrick David (PDG de Mapa Spontex), Olivier Pion (PDG de Pion SAS), Romain Guinier (ex-PDG d\u2019Aigle et The Kooples), J\u00e9r\u00f4me Cocault (DG d\u2019Eurofins France) et Patrick Mispolet (ex-PDG d\u2019Orangina-Schweppes). Ensemble, ils ont cette envie de cr\u00e9er un mod\u00e8le diff\u00e9rent de ce qui se fait traditionnellement dans le milieu.<\/p>\n<p style=\"text-align: justify;\">La rencontre avec Claude-Eric Prade, un vigneron pionner de l\u2019agroforesterie dans le Languedoc, lance concr\u00e8tement les choses&nbsp;: \u00ab&nbsp;<em>Nous avons eu un coup de c\u0153ur pour la Vall\u00e9e Sauve, un domaine rare et oubli\u00e9 du Gard, nich\u00e9 dans un territoire pr\u00e9curseur du bio o\u00f9 s\u2019\u00e9panouissent une multitude de c\u00e9pages atypiques<\/em>&nbsp;\u00bb, explique Patrick David.<\/p>\n<p style=\"text-align: justify;\">\u00ab&nbsp;<em>Pour le magnifier et op\u00e9rer une mont\u00e9e en gamme, constatant notamment une tradition d\u2019\u00e9levage un peu moins aboutie dans la r\u00e9gion, nous avons d\u00e9cid\u00e9 d\u2019\u00e9lever les vins en Bourgogne en nous appuyant sur deux jeunes viticulteurs bourguignons de grand talent, Seiichi Saito Wang \u00e0 Chorey-les-Beaune et Julien Petitjean \u00e0 Nolay. La collaboration de ce trio a tout de suite fonctionn\u00e9.<\/em>&nbsp;\u00bb<\/p>\n<p style=\"text-align: justify;\"><strong>Combiner les savoir-faire et f\u00e9d\u00e9rer les passionn\u00e9s<\/strong><\/p>\n<p style=\"text-align: justify;\">L\u2019ensemble de ces volont\u00e9s et comp\u00e9tences associ\u00e9es \u00e0 la sp\u00e9cificit\u00e9 du terroir et des c\u00e9pages doit permettre l\u2019\u00e9laboration d\u2019une offre de vins unique. \u00ab&nbsp;<em>Les personnes impliqu\u00e9es dans ce projet sont des gens de partage, attach\u00e9es \u00e0 des pratiques culturales propres \u2013 comme la limitation des intrants \u2013 et une vinification soign\u00e9e, qui ont l\u2019ambition commune de cr\u00e9er des vins-plaisir a\u00e9riens, frais, intenses<\/em>&nbsp;\u00bb, poursuit Patrick David.<\/p>\n<p style=\"text-align: justify;\">\u00ab&nbsp;<em>Surtout, nous prenons le pari de nous affranchir des codes traditionnels de la viticulture, en ne rentrant pas dans le carcan de l\u2019AOP ou des appellations locales, mais en nous adossant \u00e0 nos valeurs fortes \u2013 la fraternit\u00e9, le go\u00fbt du bon, l\u2019envie de faire diff\u00e9remment. Pour d\u00e9velopper le mod\u00e8le de notre marque qui sera lanc\u00e9e au printemps 2022, nous instituons&nbsp;<\/em>Le Wine Club des Affranchis<em>, qui assurera la mise \u00e0 disposition des vins produits, en mode primeurs, \u00e0 nos membres. Ces derniers constitueront une communaut\u00e9 de passionn\u00e9s qui se rassemblera r\u00e9guli\u00e8rement autour d\u2019\u00e9v\u00e8nements bachiques et culturels.<\/em>&nbsp;\u00bb<\/p>\n<p style=\"text-align: justify;\"><strong>Riche exp\u00e9rience terrain pour les \u00e9tudiants de la School of Wine<\/strong><\/p>\n<p style=\"text-align: justify;\">La participation de la SWSB \u00e0 ce projet est naturelle et coh\u00e9rente&nbsp;: son expertise dans le business du vin va aider \u00e0 structurer l\u2019entreprise, en m\u00eame temps que cela offre l\u2019opportunit\u00e9 pour les \u00e9tudiants de r\u00e9aliser une mission concr\u00e8te et passionnante. Ainsi une quinzaine d\u2019entre eux, issus du Mast\u00e8re Sp\u00e9cialis\u00e9 CIVS (Commerce International des Vins et Spiritueux) et du MSc Wine Management, sont r\u00e9partis en trois groupes pour travailler sur le positionnement de la marque et la structure de gamme, sur le plan marketing du lancement et sur la cr\u00e9ation du Wine Club.<\/p>\n<p style=\"text-align: justify;\">\u00ab&nbsp;<em>C\u2019est une vraie richesse pour nos \u00e9tudiants que de pouvoir s\u2019engager dans une telle aventure<\/em>&nbsp;\u00bb se f\u00e9licite J\u00e9r\u00f4me Gallo, Directeur de la SWSB. \u00ab&nbsp;<em>Ils ont ici une magnifique occasion de se confronter aux enjeux r\u00e9els des&nbsp;professionnels en allant sur le terrain et en contribuant \u00e0 un beau projet porteur de sens. La SWSB est heureuse d\u2019accompagner l\u2019\u00e9mergence de cette marque et nous sommes d\u00e9j\u00e0 impatients de d\u00e9couvrir ses vins&nbsp;!<\/em>&nbsp;\u00bb<\/p>\n<p style=\"text-align: justify;\">\n","protected":false},"excerpt":{"rendered":"<p>15 \u00e9tudiants en marketing de la School of Wine &amp; Spirits Business (SWSB) de BSB ont pris part \u00e0 un projet mobilisant \u00e9galement des vignerons bourguignons et alliant ainsi des savoir-faire compl\u00e9mentaires et atypiques dans le cadre d\u2019une d\u00e9marche responsable. Au-del\u00e0 de la structuration de gamme et du plan marketing, les \u00e9tudiants de la SWSB [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":1000004498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[156],"tags":[],"class_list":{"0":"post-1000004497","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-engagements-pour-des-territoires-plus-efficients-sur-le-plan-social-et-environnemental"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Entre Languedoc et Bourgogne, 15 \u00e9tudiants en mission marketing pour le lancement d\u2019une marque disruptive [BSB] | Forum Engagement<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entre Languedoc et Bourgogne, 15 \u00e9tudiants en mission marketing pour le lancement d\u2019une marque disruptive [BSB] | Forum Engagement\" \/>\n<meta property=\"og:description\" content=\"15 \u00e9tudiants en marketing de la School of Wine &amp; Spirits Business (SWSB) de BSB ont pris part \u00e0 un projet mobilisant \u00e9galement des vignerons bourguignons et alliant ainsi des savoir-faire compl\u00e9mentaires et atypiques dans le cadre d\u2019une d\u00e9marche responsable. 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