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M.R. (W3) (Market Entry Cipolla (Touchpoints: (Associations: For instance…
M.R. (W3)
Market Entry Cipolla
Marketing: A small vineyard does definitely not need Parket Points if he wants to stay small. If he wants to become bigger you need it. A small vineyard should strive for word-of-mouth recommendations, storytelling of good experiences and a good appearance on their website (r. 75-79). He can also present himself with marketing activities on events (r. 91-92). Invite a trader to show him the vineyard. Give them a memorable experience that they keep in their mind. It doesn't matter if it is the wine trader, the gastronomer or the wine consumer. It is important that they were there and somebody was able to convince them that is the least expensive alternative (r. 160-165). A video is always a good idea and usually well received (r. 168). The presentation folder you can forget you need a price list and a couple of pictures if you go present yourself (r. 169-170).
Touchpoints:
Associations: For instance VINEA on tour - event is happening frequently and it is organized by VINEA in Sierre. They go together to the German-speaking part of Switzerland where all the winemakers can present their wine (r. 87-89).
Restaurants / Hotels: Rather look for a partner upfront (r. 96). In the top gastronomy you need people to contact them like wine traders who have a field representative that focuses on top shots. They go into 5 star hotels and focus on Gault Millau restaurants. There are not many traders who work in that segment in the German speaking part of Switzerland (r. 150-154). If you go to restaurants and hotels directly only go when you have an appointment. Every gastronomer has three people daily who tries to sell them wine. Work with different channels to beget to those people. You need trust and the right contact. It is not sufficient to take the wine and go to the restaurant (r. 175-178).
Wine traders / Specialized Dealers: Pick out ten strategically in different regions and try to prove yourself to them. Excite them about your product. It is more a two way process you go to the retailers and they then have the connections to the restaurants and hotels (r. 96-101). There are 3500 retailers in Switzerland. Finding the right one is not easy. You need experience. Look for most successful wine traders also online information (r. 106-108). You should have a production of about 10'000 bottles to take that step (r. 110-111). You can push the sales only with the personality of the winemaker and with the personal relationship (r. 115). Try to gain the trust of the wine trader and the wine trader has his own people that he trust on the front line of the gastronomy. The whole thing is only working if there is personal contact (r. 118-120).
Key success factors:
Personal contact: The wine maker has to present himself in the German-speaking part as a person. He has to be present at different places such as fairs, industry events (r. 90.91). It is important that he shows his vineyards so that the vineyards is linked to a person an d gets a personal touch. Not only on the internet but rather in person (r. 92-94). Wine and wine trading is first of all a relationship business. It is a business based on trust. He has to be convinced of his products and the wine have to correspond with the german-speaking market (r. 115-118). You have to be present in person and you have to be communicative (r. 121). He should speak a little German to establish the first contact (r. 125-127).
Trust and Quality: Quality is the most important thing overall and not the price. Quality and the consistent high quality of a wine producer who wants to enter the German part is essential (r. 195-197).
Wine Launch: Start with specialities like Heida, Johannisberg, Diolinoir is also very rare (r. 130-131). All wines of which there is not a high supply in the German-speaking part can be favorable. The German-speaking part is already pretty Pinot Noir oriented that is why it makes not much sense to launch these wines. The market for Fendant is already very saturated with Chasselas from the Pays de Vaud (r. 133-136),
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Typical End Consumer: Full range from wine lover to wine expert. The typical end consumer will not be in the lower income segment due to the prices per bottle (r. 144-146).
Bottle / Glas: It depends on the restaurant and if it is strong in selling the wine per bottle or glass. The trend is clearly towards serving wine per glass (r. 172-173).
Certificates / Rewards:
Important Events: EXPOVINA is an international wine exhibition. All good Swiss wines come together at the Grand Prix du Vin Swiss. Similar are Mondial des Pinots and La Sélection. La Sélection is important in the Basel area (r. 60-63).
Significance: There are certificates which are an important argument next to the wine and all the facts it needs like the outfit, the label, reputation. You can sell it pretty good when a highly renowned jury evaluates it (r. 54-57).
Parker Points: It might be still too early for the Swiss wine market. Internationally Parker has a good reputation. If you want to play with the big players you almost need it. He has a certain power. But he does not visit everybody in person he sometimes sends his people and they all use the good name Parker (r. 67-71).
Swiss German Wine Market
Wine Launch: Most attractive to sell are currently wine from Italy, Spain, Bordeaux (r. 46-47). There is also a demand for specialities from Valais such as Heida, Petite Arvine (r. 49-50).
Trends: Trend that we see for the last 5 years is going back to the roots. Swiss wines and wine from the German speaking part are experiencing a rising demand (r. 47-48).
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