Marian Kopp – Deutsches Weintor eG, Germany
DWI Forum
June 21, 2012, Oppenheim / Germany
International Wine-Marketing
- Marian Kopp -
Marian Kopp – Deutsches Weintor eG, Germany
Outline:
Introduction
View on: Marketing
View on: Global Sales
View on: „Behavior to perform“
- Discussion -
Marian Kopp – Deutsches Weintor eG, Germany
Deutsches Weintor eG (Coop)
Founded: 1956
Staff: 90
Members: 900 Wine Farmers
Size: 1.000 Hektars
Turnover: EURO 35 mio.
Marian Kopp – Deutsches Weintor eG, Germany
Grapes in production:traditional grape varieties- Dornfelder- Spätburgunder- Grauer Burgunder- Weißer Burgunder- Riesling- Rivaner
„international“ varieties- Sauvignon Blanc- Chardonnay
Marian Kopp – Deutsches Weintor eG, Germany
Certified:International FoodStandard Version 5:higher level 100 %
Marian Kopp – Deutsches Weintor eG, Germany
One of Germanys largest wine-cooperatives, largest in the Pfalz, with NATIONAL distribution.
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
View on: Marketing
Increasing accessibility of wines
Wine consumers less beholden to tradition
Proliferation of brands, but: CONSOLIDATION => industry impact
Greater experimentation
But choice is still overwhelming
Seeking information online
Marian Kopp – Deutsches Weintor eG, Germany
View on: Marketing
Marian Kopp – Deutsches Weintor eG, Germany
View on: Marketing
Unless you have something to talk about,
all you have is fermented grape juice.
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
View on: Marketing
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
VIDEOS PRESENTED:
1) Cupcake RED VELVET
http://www.youtube.com/watch?feature=player_detailpage&v=Ft-
JjSDHW88
2) CUPCAKE „serious“
http://www.youtube.com/watch?feature=player_detailpage&v=4t83
FaG_p38
-------------------------------------------------------------
BACKUP Videos:
3) CUPCAKE Vodka
http://www.youtube.com/watch?v=avNuJ3PrTVQ&feature=player_de
tailpage
4) Underdog Tasting Red Velvet:
http://www.youtube.com/watch?v=_17FO7etkaU
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
View on: Marketing
Cupcake, now selling at an average of $9.28 per 750-ml. in USA, first rolled out 2008. Cupcake more than tripled in volume 2011, reaching 1 million cases.
TWG followed up with Cupcake Vodka this past year, including Original, Frosting, Chiffon and Devil’s Food flavors and selling for around $17 a bottle.
.
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
View on: Marketing
Brands are STORIES to be TOLD.
Well: lets get real: imaginations to be triggered.
Plant the IDEA, and let the consumers
“ride along” (=> Social Media matters here)!
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
Between 2011 and the end of 2015, the US and Asia will drive a 6% increase in global wine consumption, to 2.8bn nine-litre cases, as IWSR figures (International Wine and Spirits Record, Jan. 2012).
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
Global wine consumption will increase faster over the next four years, but mature markets and a tough economic climate in much of Europe will leave the US and Asia to drive growth. Strong demand for wine in the US and China will force more wine companies to focus greater resources on Asia and North America.
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
Premium California Wines Posting Torrid Growth: California wine’s premium-plus segment (above $10) is making significant gains in both the on- and off-premise, as luxury wines have rebounded in the restaurant channel and premium offerings further down the pricing ladder are showing big gains.
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
The top 10 premium-plus ($10+) California wine brands grew by an aggregate 16.4% to 15.2 million cases in 2011, and eight of the top 10 posted growth. Meanwhile, wines over $20 continue to be the fastest-growing segment in the off-premise, rising 11% in Nielsen channels in the 52 weeks through April 28, 2012. (Impact Databank)
Marian Kopp – Deutsches Weintor eG, Germany
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
Wine sales by volume are expected to rise by 10% in the US up to 2015. China, meanwhile, has overtaken the UK in the past year to become the world's fifth largest wine market by volume, if Hong Kong is included in the figures.
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales
There is a different situation in much of Europe, where consumption is set to continue falling in key wine producer nations, such as France and Italy.
Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform
Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform
USA: Opportunities:�The super-premium continues to grow ($ 7-14)
But with greater price/quality demands!�Strong future growth consumption projections
(Millennials)�Strong prospects for imported wines
(limited growth in domestic production)
Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform
Challenges:�USD / EURO exchange rate risks / fluctuations�Margin pressure�Consumer pressured by economic climate & inflation�Large suppliers consolidating distribution networks,
demanding greater attention and pressuring distributor margins- small and medium suppliers struggle to maintain share of mind
Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform
USA: Key Success Factors�Adequate market segmentation,
budget for building brands
�Good price/quality relationship
�Develop and maintain good relationships with (1) importers (2) distributors (3) retailers
Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform
Marian Kopp – Deutsches Weintor eG, Germany
High
Low
Perceived Value
High Low
Delivered Costs
High Perceived Value Competitor
"Outpacing" Competitor
"Confused" Competitor
Low Delivered Cost Competitor
Brand strategy
Niche strategy
Cost leader-
ship
Focus: content
• Niche distinction
• Superior image + quality
• Distribution on-trade, specialists
Focus: consumer
• Brand (consistent quality)
• Innovation
• Distribution (Service) retailers
Focus: process
• Cost control
• Scale
• Distribution (discount) retailers
High
Low
Perceived Value
High Low
Delivered Costs
High Perceived Value Competitor
"Outpacing" Competitor
"Confused" Competitor
Low Delivered Cost Competitor
High Perceived Value Competitor
"Outpacing" Competitor
"Confused" Competitor
Low Delivered Cost Competitor
Brand strategy
Niche strategy
Cost leader-
ship
Focus: content
• Niche distinction
• Superior image + quality
• Distribution on-trade, specialists
Focus: content
• Niche distinction
• Superior image + quality
• Distribution on-trade, specialists
Focus: consumer
• Brand (consistent quality)
• Innovation
• Distribution (Service) retailers
Focus: process
• Cost control
• Scale
• Distribution (discount) retailers
Focus: process
• Cost control
• Scale
• Distribution (discount) retailers
Positioning Strategies
(source: Rabobank research)
Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform
Thank You!
Contact:Marian Kopp [email protected]://www.xing.com/profile/Marian_Kopp