Global Wine Marketing / Speech by Mr. Marian Kopp Sept. 2006
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Transcript of Global Wine Marketing / Speech by Mr. Marian Kopp Sept. 2006
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The set up and global launchof an international wine brand
Golden Kaan - a wine from South Africa
- Marian Kopp -Executive Board Member Racke Group, CEO Golden Kaan Ltd.
Napa, September 27, 2006
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The Racke Company
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Background:
A German based family owned company,established in 1855
A leading marketer of wine brands in Europe, and beyond.
Blanchet as No.1 brand in the German retail (turnover, 01-06/06).
Development of outstanding global wine innovations,such as Vitae and Golden Kaan.
European distribution rights for numerous successful globalbrands, such as Yellow Tail, Codorniu, GIV, Castel.
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fiscal year2005/2006
1. turnover
2. sales
The Racke Group
- Data -
133 mio. /
$ 173 Mio.
4 mio cases
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CZECH REPUBLIC
POLAND
THE NEDERLANDS
SUBSIDIARIES IN EUROPEIn Europe we are distributing our brands and
partner brands with strong sales forces.
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Racke Brand Portfolio / basic tier
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Key Portfolio: International & National Distribution Brands
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Industry Role Model: Joint-Venture Brands
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Successful global launch of awine brand:
Golden Kaan
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High
Low
PerceivedValue
High Low
Delivered Costs
High PerceivedValue Competitor
"Outpacing"Competitor
"Confused"Competitor
Low DeliveredCost Competitor
Brand strategy
Nichestrategy
Costleader-
ship
Focus: content
Niche distinctionSuperior image + qualityDistribution on-trade,specialists
Focus: consumer
Brand (consistentquality)InnovationDistribution (Service)retailers
Focus: process
Cost controlScaleDistribution (discount)retailers
High
Low
PerceivedValue
High Low
Delivered Costs
High PerceivedValue Competitor
"Outpacing"Competitor
"Confused"Competitor
Low DeliveredCost Competitor
High PerceivedValue Competitor
"Outpacing"Competitor
"Confused"Competitor
Low DeliveredCost Competitor
Brand strategy
Nichestrategy
Costleader-
ship
Focus: content
Niche distinctionSuperior image + qualityDistribution on-trade,specialists
Focus: content
Niche distinctionSuperior image + qualityDistribution on-trade,specialists
Focus: consumer
Brand (consistentquality)InnovationDistribution (Service)retailers
Focus: process
Cost controlScaleDistribution (discount)retailers
Focus: process
Cost controlScaleDistribution (discount)retailers
Positioning Strategies grid (Rabobank research, 2006)
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Understanding the wine consumer
The key issue to marketing our products and developing newwine brands is our knowledge of the consumer.
Knowing not only their demography but also their habits,attitudes and demands is crucial to develop brands exactlymatching the consumers needs.
Therefore consumer analyses are conducted on a regularbasis to identify consumer clusters and their characteristics.
Existing international consumer segmentations for wine, e.g.:Racke 2004; updated annuallyConstellation, USA 2004Waverly, UK 2004Wine Intelligence, UK / USA 2005
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The brand-orientedWine consumption is of high importance and has to offeremotional benefitsCountry affinity: New World WinesVery high brand and off-trade orientationEven male-female split, mainly 20-39 yearsTypical off-trade spend: 2-4
Example: German target consumers forGOLDEN KAAN
(Racke Clusters 2004)
The ambitious juniorWine is part of one s life(style)Country affinity: Italy, New World WinesRather maleTypical off-trade spend: 43% 4+Wine connoisseurship under development
The connoisseurWine lover and connoisseur with above average wine
knowledge and usagePreference of high-class wines of all originsRather maleTypical off-trade spend: 89% 3+
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The mainstream at-homersChiefly drink wine at home (on their own or with
friends)Wine frequency: 3+ times per weekCountry affinity: France, Australia, Chile, South AfricaHigh wine involvementEven male-female split, mainly 35-64 yearsTypical off-trade spend: £4-5The weekly treatersDrink wine once or twice a week (usually at home)Country affinity: Australia, Italy, GermanyModerate wine involvement58% female, more likely to be young (18-34) and
singleTypical off-trade spend: £5+
The entertainersOccasions for wine drinking: socialising, eating with friendsAdventurous with all countriesHighly brand conscious62% female, aged 25-49Wine spend: £3-6Regularly buys on promotion, trades up on special occasions
Example: UK target consumers forGOLDEN KAAN
(Wine Intelligence 2005 & Waverly 2004)
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6 Project Steps
from Project Start
till International MarketPresence
Time frame 1.5 2 years
Our development process for new wine brands
Step 1 Basic principles market research
Step 2 Development of concept ideas and first market researchRevision of winner concepts
Step 3 Final concept testing to check commercial viabilityStep 4 Decision on launch and launch preparations
International launch
Step 5 Appointment of the right partners in each key market
Step 6 Adapting the brand to optimise its chances and success in its keymarkets
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consumer´s mindset of South Africa
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development of the brand Golden Kaan
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Intro_gk_neu.exe
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- Golden Kaan Classic Range -
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GOLDEN KAANLTD. / LLC.
GOLDEN KAANLTD. / LLC.
DISTRIBUTION NETWORK
AFRICAAFRICA
KWVINTERNATIONALKWV
INTERNATIONAL
RUSSIARUSSIA
ALIANTAGROUPALIANTA
GROUP
EUROPEEUROPE
UKUK GERGER NLNL NOR/SWENOR/SWE
FINLAND: MaxxiumDENMARK: StrandgaardenAUSTRIA: KattusSWITZERLAND: DennerISLAND: K. KarlsonIRELAND: BWG Ltd:POLAND / R: Racke
ASIAASIA
Japan: KokobuJapan: Kokobu
AMERICAAMERICA
USAUSA
CANADACANADA
South CarolinaPennsylvaniaNew MexicoCaliforniaColoradoKentucky
ArizonaFloridaNevadaHawaiiIllinois
NEW JERSEY: NEW YORK: TEXAS:
CORBYDistilleries:PERNODRICARDGROUP
DUTY FREEDUTY FREE
GEBR.HEINEMANNGEBR.
HEINEMANN
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Since the launch more than
10 mio bottles /830,000 cs.
have been soldworld wide.
Represented in 28 countries.BreakEven in year 3.