Transcript of "Emiliana Export Manager Presentation"
OUR COMPANY MILESTONE <ul><li>1998 : We began implementing organic agriculture in our vineyards. </li></ul><ul><li>2001 : </li></ul><ul><ul><li>We were the first Chilean vineyard and 7th worldwide to receive the ISO 14001 certification. </li></ul></ul><ul><ul><li>Our organically grown grapes are certified by IMO Switzerland. </li></ul></ul><ul><li>2005 : G was the first wine in Latin America to be certified biodynamic by Demeter Germany. </li></ul><ul><li>2007 : IMO For Life certified Emiliana´s Social Responsibility, good working conditions and a transparent and fair organization. </li></ul><ul><li>2008 : 10 year anniversary of sustainable viticulture . </li></ul><ul><li>2009: We receive the Carbon Neutral certification TUB-SUV (october 2009) </li></ul>
OUR COMPANY THE CORE BUSINESS: Organic & Biodynamic Agriculture. <ul><li>Born as a result of the seek for the best world class quality wines. </li></ul><ul><ul><li>11 years of experience organic & biodynamic </li></ul></ul><ul><ul><li>1.200 hectares / 2.810 acres </li></ul></ul><ul><ul><li>Complete Organic & Biodynamic certified wine porfolio. </li></ul></ul><ul><li>The keys to make this a fact still are: </li></ul><ul><li>100% Coherence Environmental Care & Innovation. </li></ul><ul><li>Emiliana’s Team Commitment & Knowledge. </li></ul><ul><li>They marked Emiliana’s philosophy… </li></ul><ul><li>Therefore, they came to be the pillars of our company… </li></ul>
PROFITABILITY SOCIAL RESPONSIBILITY SUSTAINABILITY OUR COMPANY THE TRIPLE BOTTOM LINE
SUSTAINABILITY Sustainable Producing Practices <ul><li>Biodynamic Agriculture, certified by Demeter. </li></ul><ul><ul><li>Based on the complex relation between the animal, vegetable and mineral kingdoms. </li></ul></ul><ul><ul><li>In coherence with the cosmos. </li></ul></ul><ul><li>Organic Agriculture, certified by IMO. </li></ul><ul><ul><li>Focus on the use of natural methods. </li></ul></ul><ul><ul><li>Like crop rotation, tillage, and composting to maintain soil health </li></ul></ul><ul><li>Sustainable Agriculture, ISO 14001 </li></ul><ul><ul><li>Permanent analysis of available green agrochemicals. </li></ul></ul><ul><ul><li>We try hard to diminish the use of elements that aren’t part of our lands. </li></ul></ul><ul><li>Better Terroir Expression… wines with sense of place </li></ul>
<ul><ul><li>IMO For Life Certification. </li></ul></ul><ul><ul><li>We strive to provide a safe and fulfilling work environment for all our employees. </li></ul></ul><ul><ul><li>We teach our workers and their children the benefits of organic agriculture, so they develop vegetable gardens. </li></ul></ul>SOCIAL RESPONSIBILITY / HUMAN RESOURCE
<ul><ul><li>Innovative Projects. </li></ul></ul><ul><ul><li>Emiliana aims to give to their workers the opportunity to produce organic products with: </li></ul></ul><ul><ul><ul><li>Technical Support. </li></ul></ul></ul><ul><ul><ul><li>No Economic Risks. </li></ul></ul></ul><ul><ul><ul><li>100% incomes belongs to the workers. </li></ul></ul></ul><ul><ul><li>Natural Honey. </li></ul></ul><ul><ul><li>Organic & Biodynamic Olive Oil. </li></ul></ul><ul><ul><li>Organic Seed Grape Oil. </li></ul></ul><ul><ul><li>Natural Herbs. </li></ul></ul><ul><ul><li>Vegetables worker’s plantations. </li></ul></ul><ul><ul><li>Community Social Commitment: </li></ul></ul><ul><ul><ul><li>Chupallas. </li></ul></ul></ul><ul><li>Giving Education & Creating Opportunities. </li></ul>SOCIAL RESPONSIBILITY / HUMAN RESOURCE
Sustainable Agriculture – Social Responsibility – Green Practices Ultra Premium Premium Reserve INTEGRATED MANAGEMENT Expert wine consumer and knowledgeable of biodynamic concept, willing to pay more for the best quality and terroir expression... ORGANIC BIODYNAMIC Super Premium Consumers knowledgeable of the organic concept, which is willing to pay more for this type of quality products… ENTRY LEVEL/ BASIC CONCEPTS: Wine consumer, interested in natural products, but of average-low prices. Varietal Emiliana Portfolio Reserve
… although in 2009 growth of organic products is 1%** ** Estudio Nielsen, Revista del Campo, 4 de mayo 2009 Strong Long Term Growth Organic market has tripled in last 6 years*
Demand Trends* 7% adults claim to “always buy organic” While 31% claims to “ocasionally buy organic”
Demand Trends* 79% believe organic products are safer for the environment 76% believe they are healthier
Demand Trends* The large Nº of people who have a positive attitude towards organic products, suggests that this trend will continue, and in a few years shall represent a much larger % of the market 35% of people believe that organic food is more healthier, also they are willing to pay more for this kind of products
Product Claims All categories of Food & Beverages Nielsen mercado USA, “Nielsen overview of Organic Wine and Beverage Alcohol”, Abril 2 2009 Product Label Claim 52 Week $ Sales % Chg vs Year Ago % Chg vs 7 Years Ago Natural $21.4B +12% +43% Calorie Claim $17.1B +6% +31% --- Reduced Calories $11.3B +8% +30% --- No Calories $5.8B +/-0% +32% Organic $4.5B +25% +187% Carb Conscious $2.0B -2% +149% Antioxidants $1.8B +23% +214%
Wine industry needs to target Generation Y consumers WRITTEN BY HARPERS EDITORIAL TEAM Friday, 15 May 2009 The wine industry must capture the attention of 'Generation Y' consumers to secure its long term future, delegates heard at the London International Wine Fair this week. The technology savvy 'Generation Y' could account for 8.9million new consumers within 10 years when they hit their 20s. But the industry must use social networking sites such as Facebook, Twitter and YouTube to target them. Universities should also become key targets as the generation is introduced to wine at the age of 18 or 19. However, the younger generation is likely to be cynical about companies targeting them with products via networking sites. The findings, released by Wine Intelligence, also found these type of consumers were wary of recommendations by wine writers believing they are not "impartial" and some how connected to the wine trade. "They are more likely to work on recommendations by their peers via the social networking sites or text messages," Lulie Halstead, chief executive, Wine Intelligence said. "This gives brand managers less control." This generation of consumers are also more likely to use an independent store and be hand sold wine and are unlikely to buy cases of wines. They also see white, red and rosé wine as very separate categories. White wine is associated with "having fun" whislt red wine is seen as more sophisticated and likely to be the bottle of choice for when on a date. Rosé is still the drink of choice and brings consumers into the category. "This brings into question whether brand managers should treat white, red and rosé as separate distinctive categories as this is how the generation perceives them," Halstead said. Restaurant wine lists also came under fire for "causing anxiety" among this generation due to lack of knowledge regarding variety and matching with food. Harpers.co.uk
*Wine Enthusiast, mayo 2009 Size of US generations Wine consumed most frequently 2008 Domestic Imported
*Wine Enthusiast, mayo 2009 Importance of Internet Info when buying wine Percentage, top 3 box Frecueny of Purchase USD 20+ wine (750 ml), 2008 Frecuencia “frecuentemente/ocasionalmente”, por generación
Millennials 7 <ul><li>15 – 32 years old </li></ul><ul><li>Show special interest in health, wellness and natural products </li></ul><ul><li>In 2010, shall be more numerous than Baby Boomers (USA) </li></ul><ul><li>They are less affected by the economic crisis: they prioritize the experience over the price of a bottle, it is part of their lifestyle </li></ul>
etáreos también. Millennials equivalen un look minimalista , <ul><li>Have great thirst for knowledge: they search for it in Internet, blogs, videos, chats etc </li></ul><ul><li>Are greatly influenced by design when making purchasing decisions </li></ul><ul><li>Clean, minimalistic design is associated to green credentials (Apple was chosen and a green brand without really knowing its practices) </li></ul><ul><li>80% consider wine “ fun ” </li></ul><ul><li>Millennial behaviours start to appear in other age groups as well </li></ul>
Millennials They ARE looking for a CONFIDENT, ASSURED, NO FLUFF, RELAXED, YET REFINED and EASY TO UNDERSTAND and PERSONAL brand. Further, they are looking for a brand with a PERSONAL VOICE, one that speaks to them alone (or at least seems to).
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