Marketing plan du vin chilien Montgras

Résumé du document

This Chilean company was created in 1992 by two brothers, Hermann and Eduardo Gras along with an associate, Cristian Hartwig. The main objective for its creation was to provide export-quality wines. Nowadays, MontGras is ranked 20th among the Chilean wine exporters. In addition, it grew to be one of the largest winery "boutiques" in Chile with a production of 234,000 cases (one case contains 12 bottles of 750ml which is equivalent to 2.34 gallons) in 2001. The Headquarters of the company is situated in Santiago, the capital of Chile; their vineyards are in the southern parts of Santiago, in the Colchagua Valley. They have two different Product Mixes: Varietal (MontGras Estate): priced from 7 to 8 dollars, offer high quality product for a lower price in 5 different tastes.

Extraits

[...] Marketing plan du vin chilien Montgras This Chilean company has been created in 1992 by two brothers, Hermann and Eduardo Gras and an associate, Cristian Hartwig. The main objective at the creation was to provide export-quality wines. Nowadays, MontGras was ranked at the 20th position among the Chilean wine exporters. In addition, it grew to be one of the largest winery “boutiques” in Chile with a production of 234,000 cases (one case contains 12 bottles of 750ml which is equivalent to 2.34 gallons) in 2001. [...]

[...] The World wine market is also headed today by these two major wine producers, which are the Old World wine industry and the World” producers. In 2000, the overall World Wine production reached millions of Gallons and was headed by France 20% of the shares, was followed by two other European countries (Italy with 18 and Spain with World” countries arrive just after with United States and Argentina. For the Export concern in volume, in 2000, the World wine producers produced millions of gallons. [...]

[...] Create a position of a “brand champion” A full time employee in U.S. who is the face of the brand for retailers and customers Ninquen as a flagship for the brand at price of $ Send some samples to the journalists and magazines. Place 1. Special shop which represented the brand; Wine shops; Pubs and restaurants. Bibliographie Indicative http://www.montgras.cl/ Montgras, Export Strategy for a Chilean Winery Arnold, D et al, Harvard Business School. [...]

[...] The Chilean Market The Chilean wine industry (10th largest wine producer) is the oldest wine industry of the New World Industry. It has grown to become the fourth largest wine exporters with wines positioned in the lower end of the fine- wines price range. The Country has natural conditions that offered for centuries the possibility to attract European Winemakers. Therefore, Chile has been the only country in the world that has not been affected by the phylloxera epidemic in the 1800's. [...]

[...] Recommendations Segmentation and Targeting We decided to segment our market: - From the B to B perspective in order to get a profile of our distributors - From the B to C perspective in order to have a profile of our final customers. SEGMENTING AND TARGETING FOR BUSINESS MARKET Segmentation: Demographics: (Industry) - Which industries that buy this product should we focus on? (Company size) - What size companies should we focus on? (Location) - What geographical areas should we focus on? Operating variables: (User/Non-user status) - Should we focus on heavy, medium, or light users or non-users? Purchasing approaches: (Purchasing function organisations) - Should we focus on companies with highly centralised or decentralised purchasing organisations? [...]