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Marketing Internationalization PlanFor:
Azienda Agricola Marco Sambin
International Marketing 9cfuE. Di Maria
Made by:Bozza Andrea matr. 1105624Brunelli Alice matr. 1105818Martini Alberto matr. 1106826
PART 1.Introductive Presentation
What we are going to do:1) A Description of the Farm, its activity,
its Mission and Its actual Strategy
2) Our Proposal of a Internationalization Marketing Plan in a foreign market
History
Marco Sambin is able to reconcile the love for Wine with the love for the teaching activity (professor of Psychology at Padua University).
He started to produce a wine without compromises, natural and
biological.
2002
Collaboration with BusattoGuido (agronomist and oenologist), Sinigaglia
Loredana (farmer), GrosoliBarbara (communication and marketing area) and
Marco’s son Davide(international trade area).
The Winery firm was born in 2002
from a passion which comes from Marco
Sambin.
The First wine thatcomes out from the winery is MARCUS
Today
Sustainability and MissionMISSION:” To produce a natural and uncompromising wine which is able to speak to the spirit and to seduce the palate”
All this has been possible thanks to the typical Mediterranean environment and perfect terroir
1. The respect and passion for the land and nature;
2. A strong links between family traditions;
3. A priority to quality over quantity.
Professor Marco Sambin and oenologist Guido Busatto have
created a wine that inspires people involved in the production to a
pursue a tradition “of avant-garde”Corporate vision achieved thanks
to three standards:
ProductsMARCUS
ALTER 2013
LE FEMINELLE
LIMITED EDITION COMPOSED BY 3 WINES
ISABEL
MARTHA
Actual Communication and Strategy
The actual communication and strategy is:• The using of social network• The partecipation in fairs and wine tasting• The creation of taste events in Sambin’s farm
Actually Marco Sambin exports in
PART 2.International Strategy
Plan
Preliminary analysis• Markets already served by Sambin
Farm• Markets that can be a GOOD
OPPORTUNITY
Deepening Analysis
Analysis of CompetitorsGermany Italy France
The area of Baden The area of Valpolicella The area of Bordeaux
S-T-P Strategy
• Germans prefer the quality overthe quantity, the trend of sales is68% for quality wines and 32% for notquality wines
• The consumption of wine is higher forpeople in the range of 30-60 ages
• Young people prefere other types of alcoholicproducts
• The Marcus’s target is the range between 35and 64 ages
Strategy of Positioning:
1 B2B Strategy2 B2C Strategy3 E-Commerce, Web Strategy
Strategy of Positioning:Some Clarifications:• A Standadized approach
for what concerns the product (exploit the country-origin effect)
• A modification in the packaging: a wooden box thatrecalls the natural way to produce biologicalwine
• An Increase in Price for highlight the quality of Marcus.
1)B2B Strategy: FairsThe Goals:1. To meet future buyers2. To increase the presence in the B2B market3. To promote the Marcus’ wine and to convey
values and traditions of made in Italy
2) B2B Strategy: agent “in loco”The Goals:
1. To search possible buyer such as italian restaurant and winery
2. To propose some image that evokes the italian lifestyle3. To comprise the value and the tradition of italian wine
and food
B2C Strategy: partnership with SPA and Sambin
The idea is to developan agreement with owners of SPA “Euganei” whichpropose a visit in Marco Sambin Farm
The Goals:1. To exploit the proximity to “Euganei” SPA• To raise the awareness of Marcus• To increase sells and exports
B2C Strategy: Travel Package
E-Commerce & Web StrategyAbout E-commerce we have thought about two alternatives
Lean on Vinila WebsiteLESS
EXPENSIVE
MORE EXPENSIVE Add on the Actual Web-site an
E-commerce Area
E-Commerce & Web Strategy (2)
Increasing the Timing ofPubblication using alsoenglish language in thepost and not only Italian
Thanks for your Attention