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Albin von Euw (W2) (Market Entry Cipolla (Partners (Retailer The perfect…
Albin von Euw (W2)
Market Entry Cipolla
Important factors: Price, quality, reseller. Reseller is the biggest and most important thing to enter the market (r. 63-64). You need to have someone for the exhibition. If you have a small quantity of bottles it makes no sense (r. 67-68). If you want to bring the wine to Switzerland you have to speak to the big dealers (r. 100-101). It is important that you have good contacts to the guy who goes out to the country to sell the wine. People sell wine more when they have a good connection to the producer. It is the human. (r. 128-132).
Challenges: Entering the market for restaurants is extremely difficult at the moment because restaurants almost have no money left. In order to bring wine to the restaurant your wine has to be great and bring value to the owner otherwise it is impossible (r. 71-76).
Partners
Retailer The perfect thing would be to bring it to the big companies like Coop or Denner they have thousands of shops in Switzerland. If you want quantity you have to talk with someone from a retailer (r. 80-83). At Coop wine should be between 5-12 francs (r. 86). Globus If you can bring it to Globus that would be perfect because people at Globus they don't care so much about money because things there are expensive (r. 94-95).
Reseller Talking to reseller is the easiest way (r. 141). Ring them up, ask them to have a tasting, go there and speak about the price and maybe you will find a solution (r. 145-146). I suggest go to Dettling & Marmot, South Wines, Paul Ullrich AG (r. 150).
Hotels & restaurants: You need manpower. Is it worth spending 5000 francs for one person to travel around and sell your wine? There are always possibilities but you need time and manpower (r. 137-139).
Wine per glass / bottle: We offer both. We have three white wines and three red wines. You really have to offer both. For good quality wine people spend 8-9 francs for one glass (r. 152-155). The problem is if you sell per glass and the client asks for one glass you open the wine and then you have to take it to the kitchen for cooking. That is why the price of one glass is much higher than selling the bottle (r. 162-164).
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Wine Launch: Fendant, Johannisberg, Heida are typical grapes from Wallis. Wallis is the only region that produces Heida. Fendant and Johannisberg are typical grapes from the French part but the problem is to bring it to the client. Most of them never heard about Fendant and Johannisberg. It is easy to sell Chardonnay and Heida because people know them. Pinot Noir is the most important red wine here in this part of Switzerland. Diolinoir before it was used to make the red wine more red by using 90% Pinot and 10% Diolinoir. Now they start to produce Diolinoir but it was totally unknown 15 years ago. Here we nearly have no Shiraz which would be also typical from Wallis. Pinot and Fendant are the easiest to enter the market (r. 103-112). The rest is just a question of quality and price of course. If a white wine is more that 20 Francs it is really difficult to sell it. Here a bottle of white wine costs between 12-17 francs (r. 114-116).
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Wine Market
Set-up: Wine market has three levels: Private, restaurant, and reseller and therefore three different prices (r. 4-5).
Challenges: Market is really difficult because the biggest wine sellers are Coop and Denner. At Coop for instance they always have 10-20% discounts on Champaign. So it is not possible for wine sellers to do a 20% discount because then they have nothing left (r. 12-16). The fact that Germany is very close to Schaffhausen together with the exchange rate and the lower prices of wine in Germany imposes another challenge (r. 17-18).
Consumer preferences
People in Switzerland: Drink much more dry wine. They don't like so much sweet wine except the young people. Usually you sell more dry wine than sweet wine in Switzerland (r. 38-41).
Customer request: From time to time people ask for biological wine but it is 1 among 100 people (r. 54-56). We choose the wine that they ask for. The most important question people ask is "What would you recommend - We would like Spanish wine" (r. 55-57).
Certificates: Are not important for us. Important is the price and what that wine brings with it (r. 53-54).