Case Study : French Wines
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FRENCH WINES DO? WHAT SHOULD A sustainable strategy on the global market Stribos Gijs Laignelot Jean Van Bergen Guillaume ver Hulst Olivia
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Transcript of Case Study : French Wines
FRENCH WINES DO?WHAT SHOULD
A sustainable strategy on the global market
Stribos Gijs
Laignelot Jean Van Bergen Guillaume
ver Hulst Olivia
In France, around 500 000people are directly and
indirectly employed thanks
to thewine sector.
‘‘‘‘
Fact #1
CURRENT SITUATION?WHAT IS THE1
Competition
Consumption
ProductionInnovation
Business EnvironmentSocial Lifestyle
Regulation
Trends
Competition
Consumption
Production
Business Environment
Trends
CUSTOMERS? WHO ARE THE2
Wine is both a commodity
and a cultural experience.
‘‘‘‘
Fact #2
J-P Baeyens
6 TYPES OF CONSUMERS
Price Driven Image Seeker Overwhelmed
Enthusiast Engaged Newcomer Everyday Loyal
Product
Influence
Consumption
Increased focus on quality
Informal and social
On-line
Traditionnalism vs Innovation
Very wide range of products
European intervention
High costs
Extensive production
from New World countriesEmerging markets
STAND TOMORROW? WHERE WILL FRANCE3
VALUE BASED PROPOSITION
GLOBALLEVEL
DOMESTIC LEVEL
EUROPEANLEVEL
Scale
Knowledge
Focus
Growth
Competitiveness
MASS
TR
AD
ITIO
NN
AL
MO
DE
RN
PREMIUM
TREND
OLD WORLD
NEW WORLD
CHILE
AUSTRALIA
ITALY
SPAIN
FRANCE
GERMANY
USA
FRANCE
PROCEED ? HOW SHALL WE4Example of the Chinese wine market
Authentic & SophisticatedChinese market segmentation
Lafite
BordeauxChateaux Cheval Blanc
Tradition
Good Taste
Romance
Chinese associations with “French wine”
Key influencers
Agence Française pour l’Exportation et la Promotion du Vin (AFEPV)
Wine App / Baidu SEO
Local Advertising Agencies
Tmall Vineyard Direct
FINANCIAL STATEMENT
Actions Year 1 (kEuro) Year 2 (kEuro) Year 3 (kEuro) Goals Monitoring
AFEPV (Global) 83.000 ~1% exports ~1% exports Coordination Exports
Tmall Vineyard Direct 20 5% sales 5% sales Online Sales
Advertising agencies 780 780 780 Local expertise Opinion Poll
Key influencers 155 145 140 Cultural influence Opinion Poll
App/Web 500 435 355 Information Web traffic
Trade shows ~13/stand/city ~~14/stand/city ~15/stand/city Visibility Orders
Expected Value 84.468 ~80.000 ~80.000 ~+7,5% Growth AFEPV
FINANCIAL STATEMENT
Three-year period projection
Excellence & CoordinationAgence Française pour l’Exportation et la Promotion du Vin
Creating value for the Future
Protect employmentImprove trade balance
GET MORE DATAFrom this case studie :http://gijsstribos.wix.com/french-wines
Thank you for your attention
Olivia
Jean
Gijs
Guillaume
