The following paper is dedicated to design a marketing plan to expand the Chilean wine company "Viña San Pedro" in France. Chilean wine has an image of quality over the world and is now competing against French AOC Wines. The company is the second largest producer in Chile and is represented in more than 70 countries, mainly through the Internet. The French wine market is slowing down and is expected to reach a bottom line as French regulation and anti-alcohol campaigns are spreading out. The entire market of alcohol constituted with beers, liquors and mix drinks is suffering. However wine is still the most consumed alcohol in France which makes it attractive. Indeed, for French people, drinking wine is cultural. New market trends have emerged and wine is considered "chic" and a part of the social vector. In other words, there are still opportunities for development in France, especially over the Internet. Sales of wine through B2C and B2B websites grew by 30% last year and will keep on growing as the number of consumers is expected to increase.
[...] The communists say that life is a team-effort. But the Chileans say that life is beautiful. Why? Because sometimes you are just born with a full deck of cards. Chile is perhaps the only wine making country on Earth that seems to have everything exactly where it wants it” Tynan Szvetecz Executive summary The following paper is dedicated to design a marketing plan to expand the Chilean wine company “Viña San Pedro” in France. Chilean wine has an image of quality over the world and is now competing against French AOC Wines. [...]
[...] Today, France accounts 32 millions of wine consumers which are more than 50 percent less than 25 years ago. In fact, the percentage of non-consumers of wines has increased for 20 years: in 1980, only 19% of French weren't drinking wine versus 38% in 2005. This slow down is due to: - higher consumer awareness thanks to efficient government's prevention campaign - slow renewal of the population - the maturing process of the population Moreover, spirits (vodka or whisky) and also beers are getting trendier at the expense of wine. [...]
[...] Best products will be sold in 6 bottles boxes, like the “Castillo De Molina”. Indeed, even if customers are more likely to buy bottles of wine one by one, proposing boxes of 6 bottles will reduce the transportation and delivery costs. It will also leverage sales by pushing customers to buy more, with a price that is more attractive buying a box than buying only one bottle. Concerning the cheaper brands, like “Gato Negro”, the company will choose a bag in box packaging, of 3 liters each. [...]
[...] Whereas Internet and caves are effective ways to distribute, super and hypermarkets wouldn't be adapted to our product rang. Indeed, having no brand awareness, the only criteria that will push people to buy is the price. However, our prices won't be as attractive as the cheaper products sold in supermarkets. Moreover, selling in supermarket would mean to reduce our margins and to be able o sell in bulk, which we want to avoid at the moment. • People Our employees and sales force will spread and increase Viña San Pedro wines reputation and image. [...]
[...] Even with the competitive environment the company will operates in, we are positioned on a niche market which will enable the company to grow at an expected 10%. Finally, in order to enhance our market presence, we will implement a sales force under commercial agent status to sell via specialized distributors such as Nicolas. The price range we offer is large and will permit to satisfy our customers. Part Situation analysis 1.1 Company's overview Once upon a time, two brothers, Bonifacio and José Gregorio Correa Albano, grew local grapes in Chile. [...]
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