The Genius Loci Project

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  • THE GENIUS LOCI PROJECT

    Marco Bertagni Execu=ve Director of Bertagni Consul=ng srl

  • OUR CONCEPT OF INTERNATIONAL TRADE

    MULTIDISCIPLINARY STRATEGY ANALYSIS OF COMPANY ACTIVITIES AND MISSION

    TARGET DEFINITION GEO-LOCALIZATION & GEO-MKT

    GEOGRAPHICAL KNOWLEDGE OF TARGET MARKET JOINT TRADE

    PRODUCT ADAPTABILITY MANY FACTORS, NOT JUST PRODUCTS

    GRADUAL APPROACH TO MARKETS: FROM EXPORT TO INTERNATIONALIZATION

    AWARENESS AND RESPECT OF THE GENIUS LOCI

  • WHAT THE GENIUS LOCI PROJECT

    IS ABOUT

  • INTEGRATED GEOGRAPHY & SOMEWHERENESS

    Integrated and mul=-disciplinary Geographical thinking

    We aim to know the Spirit of a Place of the producing Country and of the targeted market

  • LINK WITH TERRITORY

    Genius Loci Companies are located in the north-western MEDITERRANEAN AREA: Italy, France, Spain and Portugal

    Selected products HAVE TO HAVE a REAL CONNECTION with TERRITORY (i.e. wines made of indigenous varietals andsugarless) and/or being ICONOGRAPHIC of a Country (i.e. Grappa and Sambuca for Italy)

    Wines and Spirits can be a BRIDGE towards a beYer understanding of Genius Loci

  • Sharing a WAY OF THINKING and LIVING of the MEDITERRANEAN AREA

    We dont just want to trade products but also to spread the WAY OF LIVING & THINKING of the Mediterranean Area and to support a deeper knowledge of History, Art and Geography of this area of the world

    These untouchable factors contribute a lot to the defini=on of Genius Loci

  • GOVERNANCE OF THE GENIUS LOCI PROJECT

    The Genius Loci Project has been created and it is managed by BERTAGNI CONSULTING SRL

    The project can be realized ANYWHERE in the world

    A MULTIFUNCTIONAL SPACE is needed as a show room for the PRODUCTS, as an office for BUSINESS MEETINGS and as a place to ORGANIZE EVENTS

  • SERVICES AND TARGETS OF BERTAGNI CONSULTING SRL

    TRADING and promo=ng The Genius Loci Project selected products into targeted markets

    Organizing thema=c CULTURAL EVENTS and COURSES in the targeted markets about the MEDITERRANEAN area and/or the single Country (Ceremonial Tas=ngs, Geography, Enogastronomy, Music etc)

    Organizing TAILOR MADE MEDITERRANEAN ENO-GASTRONOMICAL AND CULTURAL TRAVEL ITINENARIES in the Mediterranean area and/or one of the selected Country

  • The first two TARGET MARKETS: China & Lithuania

    We selected two markets where we had trade experiences as Bertagni Consul=ng srl and where we guess our project may find fer=le ground: CHINA & LITHUANIA

  • China

  • The Genius Loci Project CHINA

    Two op=ons to introduce The Genius Loci Project in China: a) Ren=ng a MULTIFUNCTIONAL SPACE at the

    INTERNATIONAL WINE CENTER (www.sxwi.cn) of XiAn

    b) Crea=ng a JV between Bertagni Consul=ng srl and Merci Trading (www.mercichina.com) to jointly import and trade Goods and Services of The Genius Loci Project in Shenzhen

  • OPTION 1: XIAN (SHAANXI PROVINCE)

    Pre-liminary studies and visits (a delega=on of Bertagni Consul=ng srl has been to XiAn in 2014 and 2015, a delega=on of XiAN chamber of Commerce has been to Anzio in 2013 and 2014)

    Bertagni Consul=ng srl par=cipated with 2 booths as The Genius Loci Project at Interna=onal Wine Fair of XiAn 2015 with a pre-selec=on of products from Italy, France and Portugal

  • Chinese consumers discovering The Genius Loci Project

  • Staff of The Genius Loci Project in XiAn

  • OPTION 2: SHENZHEN (GUANGDONG PROVINCE)

    Long-las=ng commercial rela=on Bertagni Consul=ng srl-Merci Trading (already impor=ng RexRomae wines and Anna Fendi Wines)

    Merci Trading has a modern and perfectly located MULTIFUNTIONAL SPACE in the business district of Shenzhen

    Merci Trading has been working in the wine/spirits sector for years and the all staff has a good knowledge of this business

    Events have been already organized by Bertagni Consul=ng srl and Merci Trading in Shenzhen

  • Rex Romae

  • Liz Xue visi=ng RexRomae wineries

  • ANNA FENDI WINES

  • Anna Fendi Evening in Shenzhen

  • Marco Bertagni & Liz Xue

  • The JV agreement Bertagni Consul=ng (BC) /Merci Trade (MT)

    3 different levels of coopera=on: 1) BCsrl as a strategical consultancy/Agency and MT as importer (case of Rex Romae)

    2) BCsrl as a strategical consultancy/Agency and MT as a market consultant and importer (case of Anna Fendi Wines)

    3) BCsrl and Merci Trading as full partners for impor=ng, trading and promo=ng The Genius Loci Projects selected products

  • Lithuania

  • The Genius Loci Project LITHUANIA

    Bertagni Consul=ng srl has already introduced 2 wineries into this Market (Bacco & GoYo dOro)

    A preliminary study has been done by Bertagni Geography to define a strategical localiza=on of the Genius Loci project in Europe and Vilnius came out has being a very interes=ng place for this kind of ac=vity

  • Open OPTIONS of coopera=on in Lithuania to be verified end of Sept.

    2015

    Restaurant Aman=ninkai hYp://ama=ninkai.lt/welcome/

    Restaurant Burbulio Vynin,UA hYp://www.burbuliovynine.lt/

    VILNAUS DEGTINE www.deg=ne.lt

  • CONCLUSIONS

    The Genius Loci Project is a sort of summa of our previous experiences in wine & spirits interna=onal markets

    This Project allows Bertagni Consul=ng to switch from Export Consultancy to InternaTonalizaTon

    In China we are currently developing the Shenzhen op=on by applying the JV Bertagni Consul=ng srl/Merci Trading; the XiAn op=on for the =me being is frozen

    In Lithuania we will make a decision on which op=on/s to ac=vate at the end of our mission scheduled in September 2015