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