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Peter Keller (A4) (Cipolla Market Entry (Touchpoints: The only way is…
Peter Keller (A4)
Cipolla Market Entry
Touchpoints: The only way is personal contact, which means visiting. He can also send a bottle to restaurants / journalists hoping they will like it but he is most likely not the only person with that idea (r. 110-111).
Restaurants: He needs to visit restaurant and speak for himself and explain why he does it (r. 110-112). Look for restaurants who foster Swiss wine (r. 120-121).
Wine Shops: Especially with the internet everything becomes transparent and I can order the wine directly from the winery. If the prices are higher at the shop it becomes difficult. Ideally, the winery would give the shop a discount so that in the end the price at the shop would be the same as at the winery (r. 157-160)
Market Appearance: Presenting a good wine with an interesting story increases chances for success (r. 113-114). A journalist is more likely to write about him if he has an interesting story (r. 115-116). Be different than others (r. 120).
Wine Launch: In the German part of Switzerland the main type of wine is a Pinot Noir. I would not introduce another Pinot Noir. There is already enough of it. I prefer Syrah it is a superior type of quality and one can tell an interesting story about it. I am not a fan of Diolinoir since it is difficult to pronounce and nobody knows about it. But it is a specialty which only exists in Valais, so this would make sense to introduce. In the German part we have no Chasselas, Johannisberg, Heida. The absolute specialty is Heida. You can tell a good story about that. And Fendant if it is good it is good otherwise it is only standard. Johannisberg is a specialty as well but it is more difficult to introduce than Heida. I would try Syrah and Heida. It is also important to have different price segments because not everyone is willing to pay as as much (r. 124-137).
Customers: People interested in wine and not only in the consumption of the alcohol. They don't need to be experts but be interested in wine. It needs to be served at places which aim for people who like wine (r. 140-143).
Bottle / Glas: For a new wine it is better to offer them In glasses. It the wine is introduced as "Syrah: Weingut Cipolla" on the wine menu most people will not order it because they don't know it. You have to show the wine to the guests and give people the chance to try it. That is only possible if they serve it in a glass. If you have a wine menu meaning you serve to each course a different wine you can make your wine a part of this. Many people only order the wine they know. You have to encourage them to try something new. And that is only possible if the wine is somehow actively promoted by the waiters and served in glasses (r. 145-150).
Price level: Prices are fair. If we say that the restaurant doubles or trebles the price we talk about 60-70 CHF (r. 153-155).
Swiss wines
Consumption: Are mainly consumed in Switzerland. Only 1-1.5% is exported (r. 34-35). Consumption per capita is rather decreasing (r. 39). If the Swiss wine production had a weak year more foreign wines are begin consumed. In general, demand for swiss wines is high (r. 41-42).
Consumer preferences: Swiss people are used to drink wines with low acidity. Wines need to be easily understandable (r. 46-49). Should be type of wines they know, especially local ones (r. 50).
Producers: Gantenbein is the most famous producer in Switzerland. His wine is extraordinary and so is his marketing (r. 54, 56-57). ProVins in Valais is pretty big with 10% in the overall production. Structures are small in Switzerland with 6 hectares per producer (r. 72-74).
Marketing: There is only one successful way: the content of the bottle. You can design a nice label for the normal customer who goes to Coop and picks out the wine with the label he likes the most. But that doesn't mean the wine is good. Big producers can afford a marketing agency. Small producers have neither the money nor the employees. They can present their products on different occasions with direct contact to customers. If they are lucky a journalist will write about them (r. 63-68). I as a journalist do not charge producers when I write about them. Bloggers usually want to get paid for it (r. 104-105).
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Certificates: Expovina, Grand-Prix du Vins Suisse, Vinea Merlot Award thare are many rewards. It helps when you win otherwise you are just one of many. The more medals that are being awarded, the less valuable they are. Expovina awards about 30% of the participants. Nevertheless, producers will perform marketing using those awards which attracts consumers (r. 76-80). A different story are Parker Points. Parker has a huge influence on the wine market. The wine that wins with him will be bought afterwards even experiencing a price increase of around 20% (r. 82-86). Certificates can also be a guidance for overwhelmed consumers (r. 90-92).