Concept For Wine Business In Hungary Final

György Bucsku Hungary Elena Ferrero Gola Italy Viktor Kun Hungary Paul Bröse Germany Erik Tomcsyk Hungary „ In vino veritas…”

Contents Improvement of wine export SWOT analysis General information Introduction Internet Marketing

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.

Suitable climate and geographical conditions to viticulture
Many variety of grape
Tradition of the viticulture is very old
The real Hungarian wines are h i gh
quality products
Information about Hungarian wine s

Arany sárfehér (Izsáki sárfehér)
Budai
Csomorika
Ezerjó
Fehér Gohér
Furmint
Hárslevelű
Juhfark
Kéknyelü
Királyleányka
Kövérszölő
Kövidinka
Leányka
Pozsonyi fehér
Indigenous Hungarian grape varieties

Grape growing in Hungary

Wine EXPORT abroad EU Wine growing Hungary

The best wine s in Hungary Tokaji Aszú Badacsony Kéknyelű Egri Bikavér Somlói Juhfark Györgyhegyi Szürkebarát

SWOT analysis

Strengths Weaknesses
Fake wines are produced
Government support of production is very small
Wine-producers have not enough money to sponsor the advertising campaigns abroad
Technology is not enough developed in production
Wines are not enough known abroad
High taxes
Input sources are cheap
There are acknowledged traditions in the wine growing viniculture and in the wine-trade
Traditional wine-friend society
High quality
Unique climate in the Carpathian basin

Opportunities Threats
Imported wines
Competitors on the foreign markets
Deterioration of the name
We can’t produce enough wine
Producers of the New World
rush to the front
Break into different kinds of
markets of foreign countries
Develop the technology and
volume of production
High quality wine products should attract domestic and foreign investor
New technology keeps production costs on a low level
Efficient and powerful marketing work

Who are the target customers? Younger generation (18-30y.) Business women Business men Age >18y.

U s ing different kind of communication tools:
TV and Radio Advertising
Newspaper + special magazine
Outdoor advertising
Taste of product
How improve wine export?
Wine fair- trade
Direct Marketing
(Wine Agents)
Internet Marketing:
Homepage, Google campaign,
banners, popes, direct mail etc.
Web banner examples

Communication Tools Internet Marketing Taste TV & Radio Street ’ s AD Newspaper Magazine Direct Marketing Wine Fair-trade

Example for outdoor advertising

Message:
Communication activities abroad “ Everyone loves Hungarian wines, but they don’t know about it!”

“ The wine can stop the time.” (image, health, emotion)
Communication activities abroad Message:

“ Every moment is the moment
of the Hungarian wine!”

“ Hungarian wines can be found for every occasion!”

Image of Hungarian county is represented by WINE IMAGE

Is the product of Hungarian national economy When you think about Hungary You must think about Hungarian WINE

Wine for every occasion Hungarian wine Hungary is closed into the bottle

Supported topics Wine is the most generous drink Wine and gastronomy Health and lifestyle Wine and age

Growing the acknowledgement of Hungarian wines
Supports the sale of wines
Contribution to national economy
(make workplace regionally, tourism etc.)
Effect of the communication tools

If the communication tools are good Then costumers buy this product Believe this brand Profit! :-)

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

Our conception about the webpage

Central contact point Current situation Consumers Wine distributors Logistic companies Government Wine producers

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

– 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

Internet presence for customers

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

You don’t forget it:

Thank you very much for listening!

Concept For Wine Business In Hungary Final

by elena_ferrero

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