International marketing: Vina San Pedro

Résumé du document

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.

Extraits

[...] Process Viña San Pedro is mostly selling wine via Internet. However, the biggest fear of Internet buyers is the payment. So we will establish a secured payment system, in order to put our customers at rest. Moreover, a secured payment system is a sign of high quality services. Physical evidence To increase our presence on the French market and to gain recognition from the French wine profession, Viña San Pedro has already participated to oenology contests. For example, we competed in international wine challenge”, or in “selection mondiale des vins” which held in Montreal. [...]

[...] Moreover, people are ready to pay more to drink quality wine. In fact, nowadays, cheaper wines are penetrating the market, like Spanish or Californian wines. For example of Spanish wine exportations are going to four countries (Germany, France, USA and England). The average price of one liter of Spanish exported wine is 3 Euros. To compare, the average price of a Chilean bottle of wine in supermarkets is 5 Euros. To lure French customers, Viña San Pedro has to position its products in the high end of the market. [...]

[...] Furthermore an other important key component of this market is the buying behaviour differences between genders. Indeed, in 68% of cases, wine is bought by men and 80% of buyers have more than 35 years old. This information seems relevant however our Brand will be more likely to be sold in specialized store in order to be in accordance with the target market. People buying wine at the supermarket are not really specialist in oenology and they are used to drink French wine. [...]

[...] 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. Indeed, the consumption of wine is more associated to gourmet dinner contrary to spirits or beers that are more festal drinks to share with friends .2) Consumption behaviour A TNT SOFRES survey done in 2005 reveals that of French consumers buys their bottles of wine in super and hypermarkets. [...]

[...] - Superior quality wines (VDQS) which although aim to certify origin - Quality wines produced in determined region or area (VQPRD) - Table wines. For example, country wine regionally produced. Foreign wines are excluded and represent the other wines. The French wine market is made of cheap, middle rang and high end products. Every market segment is already available SWOT analysis Part Strategic planning 2.1 SMART objectives Specific: We want to enter the French market via Internet and a commercial website, and through direct selling in specialized stores. [...]