Concept For Wine Business In Hungary Final


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Presentazione che ha vinto il secondo premio durante l\'IP week(Intensive Program) alla Pirkanmaan University of Aplied Sciences,durante il mio Erasmus in Finlandia.

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Concept For Wine Business In Hungary Final

  1. 1. György Bucsku Hungary Elena Ferrero Gola Italy Viktor Kun Hungary Paul Bröse Germany Erik Tomcsyk Hungary „ In vino veritas…”
  2. 2. Contents Improvement of wine export SWOT analysis General information Introduction Internet Marketing
  3. 3. Why we chose this topic? T he Hungarian wine s are special, best quality products with tradition! Why? Because w e love wine…  Our main goal is to improve the Hungarian wine export.
  4. 4. <ul><li>Suitable climate and geographical conditions to viticulture </li></ul><ul><li>Many variety of grape </li></ul><ul><li>Tradition of the viticulture is very old </li></ul><ul><li>The real Hungarian wines are h i gh </li></ul><ul><li>quality products </li></ul>Information about Hungarian wine s
  5. 5.
  6. 6. <ul><li>Arany sárfehér (Izsáki sárfehér) </li></ul><ul><li>Budai </li></ul><ul><li>Csomorika </li></ul><ul><li>Ezerjó </li></ul><ul><li>Fehér Gohér </li></ul><ul><li>Furmint </li></ul><ul><li>Hárslevelű </li></ul><ul><li>Juhfark </li></ul><ul><li>Kéknyelü </li></ul><ul><li>Királyleányka </li></ul><ul><li>Kövérszölő </li></ul><ul><li>Kövidinka </li></ul><ul><li>Leányka </li></ul><ul><li>Pozsonyi fehér </li></ul>Indigenous Hungarian grape varieties
  7. 7. Grape growing in Hungary
  8. 8. Wine EXPORT abroad EU Wine growing Hungary
  9. 9. The best wine s in Hungary Tokaji Aszú Badacsony Kéknyelű Egri Bikavér Somlói Juhfark Györgyhegyi Szürkebarát
  10. 10. SWOT analysis
  11. 11. Strengths Weaknesses <ul><li>Fake wines are produced </li></ul><ul><li>Government support of production is very small </li></ul><ul><li>Wine-producers have not enough money to sponsor the advertising campaigns abroad </li></ul><ul><li>Technology is not enough developed in production </li></ul><ul><li>Wines are not enough known abroad </li></ul><ul><li>High taxes </li></ul><ul><li>Input sources are cheap </li></ul><ul><li>There are acknowledged traditions in the wine growing viniculture and in the wine-trade </li></ul><ul><li>Traditional wine-friend society </li></ul><ul><li>High quality </li></ul><ul><li>Unique climate in the Carpathian basin </li></ul>
  12. 12. Opportunities Threats <ul><li>Imported wines </li></ul><ul><li>Competitors on the foreign markets </li></ul><ul><li>Deterioration of the name </li></ul><ul><li>We can’t produce enough wine </li></ul><ul><li>Producers of the New World </li></ul><ul><li>rush to the front </li></ul><ul><li>Break into different kinds of </li></ul><ul><li>markets of foreign countries </li></ul><ul><li>Develop the technology and </li></ul><ul><li>volume of production </li></ul><ul><li>High quality wine products should attract domestic and foreign investor </li></ul><ul><li>New technology keeps production costs on a low level </li></ul><ul><li>Efficient and powerful marketing work </li></ul>
  13. 13. Who are the target customers? Younger generation (18-30y.) Business women Business men Age >18y.
  14. 14. <ul><li>U s ing different kind of communication tools: </li></ul><ul><ul><ul><li>TV and Radio Advertising </li></ul></ul></ul><ul><ul><ul><li>Newspaper + special magazine </li></ul></ul></ul><ul><ul><ul><li>Outdoor advertising </li></ul></ul></ul><ul><ul><ul><li>Taste of product </li></ul></ul></ul>How improve wine export? <ul><ul><ul><li>Wine fair- trade </li></ul></ul></ul><ul><ul><ul><li>Direct Marketing </li></ul></ul></ul><ul><ul><ul><li>(Wine Agents) </li></ul></ul></ul><ul><ul><ul><li>Internet Marketing: </li></ul></ul></ul><ul><ul><ul><li>Homepage, Google campaign, </li></ul></ul></ul><ul><ul><ul><li>banners, popes, direct mail etc. </li></ul></ul></ul>Web banner examples
  15. 15. Communication Tools Internet Marketing Taste TV & Radio Street ’ s AD Newspaper Magazine Direct Marketing Wine Fair-trade
  16. 16. Example for outdoor advertising
  17. 17.
  18. 18. <ul><li>Message: </li></ul>Communication activities abroad “ Everyone loves Hungarian wines, but they don’t know about it!”
  19. 19. <ul><li>“ The wine can stop the time.” (image, health, emotion) </li></ul>Communication activities abroad Message:
  20. 20. <ul><li>“ Every moment is the moment </li></ul><ul><li>of the Hungarian wine!” </li></ul>Communication activities abroad Message:
  21. 21. <ul><li>“ Hungarian wines can be found for every occasion!” </li></ul>Communication activities abroad Message:
  22. 22. Image of Hungarian county is represented by WINE IMAGE
  23. 23. Is the product of Hungarian national economy When you think about Hungary You must think about Hungarian WINE
  24. 24. Wine for every occasion Hungarian wine Hungary is closed into the bottle
  25. 25. Supported topics Wine is the most generous drink Wine and gastronomy Health and lifestyle Wine and age
  26. 26. <ul><li>Growing the acknowledgement of Hungarian wines </li></ul><ul><li>Supports the sale of wines </li></ul><ul><li>Contribution to national economy </li></ul><ul><li>(make workplace regionally, tourism etc.) </li></ul>Effect of the communication tools
  27. 27. If the communication tools are good Then costumers buy this product Believe this brand Profit! :-)
  28. 28. Government „ Wine of Hungary” Wine-makers Wine-makers TV, Radio, Street Ad’s, Direct Marketing, Internet Marketing etc. Marketing Campaigns in abroad Webpage about the all Hungarian wines To have success abroad the government must support the wine companies through a webpage , because most of them have a very small budget for marketing. In the webpage you can find all information about Hungarian wines accord Internet presence - Webpage Common : budget & Marketing strategy & brand
  29. 29. Our conception about the webpage
  30. 30. Central contact point Current situation Consumers Wine distributors Logistic companies Government Wine producers
  31. 31. Internet Marketing Developing an official internet presence for Hungarian wine brands: Goals : - build a central contact point for foreign companies and customers - improve customer loyalty - building new business partnerships - improve image of Hungarian wine - build the biggest database of all Hungarian wine brands ->connection with tourism services
  32. 32. – Membership (free) – Rewards “passports” – Discounts at Hungarian accommodations & restaurants – WebShop – Special gifts (test bottles) – Souvenirs – Membership in an exclusive wine club – Invitations to special guests at events – Increased wine sales – Educate visitors & foster brand loyalty – Attract new market segments – Higher profits from winery sales – Improved links with the wine trade – New partnerships – Test new products B2B B2C Benefits of Internet Marketing
  33. 33. Internet presence for customers
  34. 34. Log In Member Companies WebShop Wine forum Wine testing Order your wine test bottle Wine description Testing events Cooking Receipts The homepage shows you the well-fitting wine for your meal !!! Or best cooking receipts for you wine!!! WebShop Hungarian wine Limited editions & gifts Souvenirs Events & Hotel booking Toolbar General information Wine information Wine news & events Special offers Contact & links Database Hungarian wine Companies & distributors Payment & logistic Special features
  35. 35. You don’t forget it:
  36. 36. Thank you very much for listening!