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Hein Koegelenberg - Leopard's Leap case study
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Hein Koegelenberg - Leopard's Leap case study

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  • 1. Leopard’s Leap Wines Brand Evolution Hein Koegelenberg Co-owner & CEO
  • 2. Started in 1999 by myself and mylate father-in-law, Dr Anton Rupert
  • 3. Initial markets primarily overseas
  • 4. Leopard’s Leap wines performed well involume growth. However UK sales largelydriven by price promotion translating into reduced margins and limited profitability.
  • 5. Looked to expand in South Africa, Europe and Asia
  • 6. In 2006 and 2007 commissioned researchby Synovate to assess South African winemarket and perceptions of Leopard’s Leap
  • 7. Key findings about the Leopard’s Leap brandLimited awareness andunderstanding of the brandDisconnect between the marketingcampaign and packagingThe wine was perceived as beingmore expensive than it wasOnce tasted there was generally ahigh propensity to purchase
  • 8. Key findings about the consumer marketThere was limited wine knowledgebut a willingness to learnConsumers are aware of andinfluenced by social connotationsPeople liked wine to have a storyand placePurchases influenced by priortasting, recommendations & priceMore women buying wine andmore purchases from retail stores
  • 9. Responses to the FindingsNeeded to redefine the brandpositioning and marketingNeeded to establish a sense ofbelonging for the wineNeeded to expand the Leopard’sLeap wine portfolioNeeded to expand and broadenthe sales channels
  • 10. We started with redefining thebrand positioning
  • 11. “Leopard’s Leap is anaffordable, good quality winethat is a excellent choice for everyday use and social occasions”
  • 12. Building awareness and understanding, refining the product portfolio and expanding into retail whereactivities that happened more or less simultaneously
  • 13. Started with growing awareness and understanding ofLeopard’s Leap Wines.
  • 14. how likely and easy it is for a brand element to come to mind. a brand that we easily recall (remember) has greater depth of awareness then one we recognize it when we see itdepth and breadth of brand awareness this measures the range of purchase and usage situations in which the brand element comes to mind
  • 15. build awareness and understanding through association
  • 16. long association with the Cape Leopard Trust
  • 17. limbik/leopard’sleapwines/literature/01Supporting SA literatureSponsor book launches, literaryfestivals and eventsAlso extended that sponsorshipinternationallyLeopard’s Leap has a strong andpositive association with literatureAlso got people to taste the winewhich is key to future purchases
  • 18. PR
  • 19. The packaging of theLeopard’s Leap Winewas also updated to give a cleaner and more modern feel
  • 20. Research found thatThe new label retained a classicfeel to itMade the wine look moreexpensive than it wasPortrayed a sense of quality aboutthe productWas interesting in that it provideda story to the wine
  • 21. Still without a physicalhome, we created the RK Portfolio to provide a collective home for the Leopard’s Leap Wines
  • 22. The portfolio range of wines was also adapted over afive-year period as the brand portfolio was establishedin different national and international market segments
  • 23. The sales strategy has been to emphasize the Classic range and to move into retail stores
  • 24. Shift in volume towards the Classic range500 000375 000250 000125 000 0 2007 - 2008 2008 - 2009 2009 - 2010 2010 - 2011 Lookout Classic
  • 25. Growth in volume
  • 26. Globally we have grown through a carefulassessment of markets and selection of the right partners and distribution networks
  • 27. The total number of wine importers to China is up 200% in the last five years according to a new research report by Rabobank International which said the supply of grape wine has risen 14% year-on-year to roughly 1.4 billion litres in 2011: of which 17% (or 241 million litres) wasforeign bottle wine, a 65% increase year-on-year
  • 28. Argentina, South Africa Other, 4% and Germany all 2% Spain, 7% US, 6%Italy, 8% France, 47% Chile,7% Australia,15% Wine Imports by Volume in 2010
  • 29. China Wine Production 10891100 960825 698 665550 497 434 343 367 288275 250 201 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Volume in millions of litres Source: Wine China online & Wines-info.com
  • 30. In October 2011 we shipped thelargest single wine order shipment from SA. We will ship 2.8 million bottles in the first 12 months
  • 31. Redefine brand positioning for Leopard’sLeap WineCreate awareness and understandingfor the brandRedo brand architecture and portfolioExpand into new markets and saleschannelsNeed to create a place of belonging forLeopard’s Leap Wines
  • 32. It allows us to bring together our love of wine, conservation and literature and add to that our love of food
  • 33. thank youhfk.cellar@la-motte.co.za

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