DWI ForumJune 21, 2012, Oppenheim / Germany International Wine-Marketing          - Marian Kopp -                  Marian ...
Outline:IntroductionView on: MarketingView on: Global SalesView on: „Behavior to perform“- Discussion -                   ...
Deutsches Weintor eG (Coop)Founded:    1956Staff:      90Members: 900 Wine FarmersSize:       1.000 HektarsTurnover: EURO ...
Grapes in production:   traditional grape varieties   - Dornfelder   - Spätburgunder   - Grauer Burgunder   - Weißer Burgu...
Certified:   International Food   Standard Version 5:   higher level 100 %                         Marian Kopp – Deutsches...
One of Germanys largest wine-cooperatives, largest in the Pfalz, withNATIONAL distribution.             Marian Kopp – Deut...
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, bu...
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
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 VELVEThttp://www.youtube.com/watch?feature=player_detailpage&v=Ft-JjSDHW882) CUPCAKE „seri...
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...
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 l...
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...
View on: Sales Global wine consumption will increase faster over the next four years, but mature markets and a tough econo...
View on: SalesPremium California Wines Posting TorridGrowth:California wine’s premium-plus segment(above $10) is making si...
View on: SalesThe top 10 premium-plus ($10+) Californiawine brands grew by an aggregate 16.4% to15.2 million cases in 2011...
Marian Kopp – Deutsches Weintor eG, Germany
View on: Sales Wine sales by volume are expected to rise by 10% in the US up to 2015. China, meanwhile, has overtaken the ...
View on: Sales There is a different situation in much of Europe, where consumption is set to continue falling in key wine ...
View on: Behavior to perform                Marian Kopp – Deutsches Weintor eG, Germany
View on: Behavior to perform USA: Opportunities:   The super-premium continues to grow ($ 7-14)   But with greater price/q...
View on: Behavior to perform Challenges:   USD / EURO exchange rate risks / fluctuations   Margin pressure   Consumer pres...
View on: Behavior to perform USA: Key Success Factors   Adequate market segmentation,   budget for building brands   Good ...
View on: Behavior to perform                Marian Kopp – Deutsches Weintor eG, Germany
Positioning Strategies                   Focus: content                 • Niche distinction                               ...
View on: Behavior to perform  Thank You!Contact:Marian Kopp m.kopp@weintor.dehttps://www.xing.com/profile/Marian_Kopp     ...
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(Mr Marian Kopp Presentation Dwi Export Forum June 2012 Print Version

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Presentation / Speech about International Wine Marketing at German Wine Institute DWI (Deutsches Weininstitut) June 2012, Oppenheim Germany, by Marian Kopp, Managing Director DEUTSCHES WEINTOR eG

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(Mr Marian Kopp Presentation Dwi Export Forum June 2012 Print Version

  1. 1. DWI ForumJune 21, 2012, Oppenheim / Germany International Wine-Marketing - Marian Kopp - Marian Kopp – Deutsches Weintor eG, Germany
  2. 2. Outline:IntroductionView on: MarketingView on: Global SalesView on: „Behavior to perform“- Discussion - Marian Kopp – Deutsches Weintor eG, Germany
  3. 3. Deutsches Weintor eG (Coop)Founded: 1956Staff: 90Members: 900 Wine FarmersSize: 1.000 HektarsTurnover: EURO 35 mio. Marian Kopp – Deutsches Weintor eG, Germany
  4. 4. 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
  5. 5. Certified: International Food Standard Version 5: higher level 100 % Marian Kopp – Deutsches Weintor eG, Germany
  6. 6. One of Germanys largest wine-cooperatives, largest in the Pfalz, withNATIONAL distribution. Marian Kopp – Deutsches Weintor eG, Germany
  7. 7. Marian Kopp – Deutsches Weintor eG, Germany
  8. 8. Marian Kopp – Deutsches Weintor eG, Germany
  9. 9. 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
  10. 10. View on: Marketing Marian Kopp – Deutsches Weintor eG, Germany
  11. 11. View on: Marketing Unless you have something to talk about,all you have is fermented grape juice. Marian Kopp – Deutsches Weintor eG, Germany
  12. 12. Marian Kopp – Deutsches Weintor eG, Germany
  13. 13. Marian Kopp – Deutsches Weintor eG, Germany
  14. 14. View on: Marketing Marian Kopp – Deutsches Weintor eG, Germany
  15. 15. Marian Kopp – Deutsches Weintor eG, Germany
  16. 16. Marian Kopp – Deutsches Weintor eG, Germany
  17. 17. Marian Kopp – Deutsches Weintor eG, Germany
  18. 18. Marian Kopp – Deutsches Weintor eG, Germany
  19. 19. Marian Kopp – Deutsches Weintor eG, Germany
  20. 20. Marian Kopp – Deutsches Weintor eG, Germany
  21. 21. VIDEOS PRESENTED:1) Cupcake RED VELVEThttp://www.youtube.com/watch?feature=player_detailpage&v=Ft-JjSDHW882) CUPCAKE „serious“http://www.youtube.com/watch?feature=player_detailpage&v=4t83FaG_p38-------------------------------------------------------------BACKUP Videos:3) CUPCAKE Vodkahttp://www.youtube.com/watch?v=avNuJ3PrTVQ&feature=player_detailpage4) Underdog Tasting Red Velvet:http://www.youtube.com/watch?v=_17FO7etkaU Marian Kopp – Deutsches Weintor eG, Germany
  22. 22. Marian Kopp – Deutsches Weintor eG, Germany
  23. 23. 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
  24. 24. Marian Kopp – Deutsches Weintor eG, Germany
  25. 25. 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
  26. 26. View on: Sales Marian Kopp – Deutsches Weintor eG, Germany
  27. 27. 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
  28. 28. 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
  29. 29. View on: SalesPremium California Wines Posting TorridGrowth:California wine’s premium-plus segment(above $10) is making significant gains inboth the on- and off-premise, as luxurywines have rebounded in the restaurantchannel and premium offerings further downthe pricing ladder are showing big gains. Marian Kopp – Deutsches Weintor eG, Germany
  30. 30. View on: SalesThe top 10 premium-plus ($10+) Californiawine brands grew by an aggregate 16.4% to15.2 million cases in 2011, and eight of thetop 10 posted growth. Meanwhile, winesover $20 continue to be the fastest-growingsegment in the off-premise, rising 11% inNielsen channels in the 52 weeks throughApril 28, 2012. (Impact Databank) Marian Kopp – Deutsches Weintor eG, Germany
  31. 31. Marian Kopp – Deutsches Weintor eG, Germany
  32. 32. View on: Sales Wine sales by volume are expected to rise by 10% in the US up to 2015. China, meanwhile, has overtaken the UK in the past year to become the worlds fifth largest wine market by volume, if Hong Kong is included in the figures. Marian Kopp – Deutsches Weintor eG, Germany
  33. 33. View on: Sales There is a different situation in much of Europe, where consumption is set to continue falling in key wine producer nations, such as France and Italy. Marian Kopp – Deutsches Weintor eG, Germany
  34. 34. View on: Behavior to perform Marian Kopp – Deutsches Weintor eG, Germany
  35. 35. View on: Behavior to perform USA: Opportunities: The super-premium continues to grow ($ 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
  36. 36. 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
  37. 37. 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
  38. 38. View on: Behavior to perform Marian Kopp – Deutsches Weintor eG, Germany
  39. 39. Positioning Strategies Focus: content • Niche distinction Focus: consumer • Superior image + quality • Brand (consistentPerceived • Distribution on-trade, specialists quality) • Innovation Value • Distribution (Service) retailers Niche High strategy High Perceived "Outpacing" Brand strategy Value Competitor Competitor Cost Focus: process Low "Confused" leader- Low Delivered • Cost control Competitor ship Cost Competitor • Scale • Distribution (discount) retailers High Low Delivered Costs(source: Rabobank research) Marian Kopp – Deutsches Weintor eG, Germany
  40. 40. View on: Behavior to perform Thank You!Contact:Marian Kopp m.kopp@weintor.dehttps://www.xing.com/profile/Marian_Kopp Marian Kopp – Deutsches Weintor eG, Germany

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