International Marketing Presentation Japan 97

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International Marketing Presentation Japan 97

  1. 1. international marketing in Japan SUBMITED : RAJESH VYAS
  2. 2. GROUP MEMBER <ul><li>SANJAY MAHADIK </li></ul><ul><li>NEHA BAVISI </li></ul><ul><li>YATIN AHER </li></ul><ul><li>JITENDRA MOURYA </li></ul><ul><li>NITIN NARWADE </li></ul>MARKETING REPRESENTATIVE
  3. 3. ABSTRACT <ul><li>This project includes that GROVER wine currently available in India and is planned to be marketed in Japan. </li></ul><ul><li>It explains a portion of the marketing strategic plan which includes- </li></ul><ul><li>Selection of product and target market and Information about target market. </li></ul>
  4. 4. GROVER PROFILE <ul><li>Founder of Grover Vineyards in 1988, Kanwal Grover is an unconventional man.( Bangalore : Nandi Hills ) </li></ul><ul><li>Kapil Grover, Kanwal’s son is today the owner of India’s greatest family-owned wine estate. </li></ul><ul><li>Like her grandfather and father, Karishma too, fell in love with winemaking. </li></ul>
  5. 5. COMPANY SUPPORTER In 1995, Grover Vineyards attracted the attention of the world-renowned oenologue, Michel Rolland His expertise in wine making sees him as ‘consultant oenologue’ to over 100 companies all around Europe, South and North America and Asia . In India, Rolland is affiliated exclusively with Grover Vineyards.
  6. 6. Grover Vineyards’ list of wines <ul><li>Cabernet Shiraz-Red Wine: Red wine (blend of the Cabernet Sauvignon and Shiraz) </li></ul><ul><li>Blanc de Blancs de Clairette: White wine (perfectly clear bright White Wine made from Clairette grapes) </li></ul><ul><li>Rose-Dry: T he Pride of India (An attractive salmon pink color made of fully ripe Red grapes and fermented slowly at low temperatures) </li></ul><ul><li>La Reserve Red Wine: The first Barrel-Aged Wine (Crafted in the best of the French wine making tradition of Bordeaux, aged in French Oak barrels).   </li></ul>
  7. 7. EXPORT COUNTRY ENVIRONMENT <ul><li>States in 1854, Japan opened its ports and began to intensively modernize and industrialize. </li></ul><ul><li>Japan still remains a major economic power, both in Asia and globall y </li></ul><ul><li>Government type: Constitutional monarchy with a parliamentary government. </li></ul><ul><li>Capital: Tokyo </li></ul><ul><li>  </li></ul><ul><li>Administrative divisions: </li></ul><ul><li>Akita, Aomori, Fukui, Gifu, Gunma, Hiroshima, Kagoshima, Kanagawa, Kochi, Kyoto, Miyazaki, Nagano, Nagasaki, Tokyo, Toyama, Yamagata, Yamanashi . </li></ul>
  8. 8. WTO AGREEMENT Japan — Taxes on Alcoholic Beverages, WT/DS8/R, WT/DS10/R, WT/DS11/R, adopted 1 November 1996, as modified by the Appellate Body Report, WT/DS8/AB/R, WT/DS10/AB/R, WT/DS11/AB/R, DSR 1996:I, 125
  9. 9. Geography: Japan
  10. 10. <ul><li>Location: Eastern Asia, island chain between the North Pacific Ocean and the Sea of Japan, east of the Korean Peninsula. </li></ul><ul><li>Coastline: 29,751 km </li></ul><ul><li>Climate: Varies from tropical in south to cool temperate in north </li></ul><ul><li>Terrain: </li></ul><ul><li>Mostly rugged and mountainous </li></ul>
  11. 11. People: Japan <ul><li>Population: 127,417,244 </li></ul><ul><li>Age structure: 0-14 years: 14.3% </li></ul><ul><li>15-64 years: 66.2% </li></ul><ul><li>65 years and over: 19.5% </li></ul><ul><li>Median age: Total: 42.64 years </li></ul><ul><li>Male: 40.87 years </li></ul><ul><li>Female: 44.44 years </li></ul><ul><li>  Population growth rate: 0.05% </li></ul><ul><li>Birth rate: 9.47 births/1,000 population </li></ul><ul><li>Death rate: 8.95 deaths/1,000 population </li></ul>
  12. 12. <ul><li>Religions: Observe both Shinto and Buddhist 84%, other 16% (including Christian 0.7%) </li></ul><ul><li>Languages: Japanese </li></ul><ul><li>Literacy: age 15 and over can read and write </li></ul><ul><li>Total population: 99% </li></ul>
  13. 13. Japan’s changing alcoholic beverage consumption
  14. 14. DEMOGRAPHIC BREAKDOWN OF JAPANESE ALCOHOLIC BEVERAGE CONSUMPTION
  15. 15. Geographical breakdown of Japanese alcoholic beverage consumption <ul><li>Most wine in Japan is consumed in major urban areas, with more than 60 percent of premium wines consumed in Tokyo alone. </li></ul><ul><li>70 percent of the total population lives outside of the Tokyo area. Cultivating those outside areas for wine is important and effective for further market expansion </li></ul>
  16. 16. PREFERABLE WINE
  17. 17. RIVALRY IN JAPAN <ul><li>UNITED STATE </li></ul><ul><li>FRANCE </li></ul><ul><li>ITALY </li></ul><ul><li>CHILE </li></ul><ul><li>GERMANY </li></ul><ul><li>AUSTRALIA </li></ul><ul><li>SOUTH AFRICA </li></ul><ul><li>ARGENTINA </li></ul>
  18. 18. MARKETING STRATEGY <ul><li>Strong market research. </li></ul><ul><li>Expertise in Winemaking. </li></ul><ul><li>Proficiency in technology utilization. </li></ul><ul><li>Knowledge about the regional languages. </li></ul><ul><li>Recruitment of consultant and an expert to handle exporting. </li></ul><ul><li>Selection of a distributor, who has already sold the export material. </li></ul>
  19. 19. <ul><li>Pricing Strategy </li></ul><ul><li>Competitive basis. </li></ul><ul><li>Well supported by current level. </li></ul><ul><li>Promotional Strategy </li></ul><ul><li>Promotional pricing. </li></ul><ul><li>Advertising in consumer magazines. </li></ul><ul><li>Reviews in lifestyle publications. </li></ul><ul><li>Wine testing. </li></ul><ul><li>Other traditional marketing activities </li></ul>
  20. 20. Difference between home and target market <ul><li>Reason of difference </li></ul><ul><li>Quality-conscious consumers. </li></ul><ul><li>Highly driven by the reputation of a brand. </li></ul><ul><li>Strengthening of JAPAN against the INDIAN currency. </li></ul><ul><li>4. Fierce competition from local brands </li></ul>
  21. 21. EXPORT MEDIUM <ul><li>AIRWAYS </li></ul><ul><ul><li>Narita International Airport </li></ul></ul><ul><ul><li>(Tokyo area) </li></ul></ul><ul><ul><li>Kansai International Airport (Osaka/Kobe/Kyoto area) </li></ul></ul><ul><ul><li>Chubu Centrair International Airport </li></ul></ul><ul><ul><li>(Nagoya area) </li></ul></ul>
  22. 22. <ul><li>WATERWAYS: </li></ul><ul><li>1,770 km (seagoing vessels use inland seas) </li></ul><ul><li>Ports and terminals: Chiba, Kawasaki, Kiire, Kisarazu, Kobe, Mizushima, Nagoya, Osaka, Tokyo, Yohohama </li></ul><ul><li>  </li></ul><ul><li>Merchant marine: Total: 702 ships (1,000 GRT or over) 10,149,196 GRT/12,680,544 DWT </li></ul><ul><li>By Type: Bulk carrier 136, cargo 29, chemical tanker 23, container 13, liquefied gas 53 </li></ul><ul><li>  </li></ul>
  23. 23. DISTRIBUTION CHANNELS <ul><li>Nearly three-fourths of all wine consumed in Japan is sold at Retail; the remainder moves through; </li></ul><ul><li>Restaurants </li></ul><ul><li>Food service outlets </li></ul><ul><li>Bars and others. </li></ul>
  24. 24. YOU THANKS

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