INTERNATIONAL MARKET DEVELOPMENT CLASS PROJECT - WINE TRADE Students have been assigned to a team of 2 or 3 to develop an international market development project. Students are assigned to work for the same fictitious wine domaine: Domaine de X, with the same product line. They will be given fixed parameters/constraints regarding the wines and the domaine. Each team will be assigned a different market for these wines, specifically: -a specific country: Netherlands -a type of retailer : Hotels and restaurants

1. http://www.quelmastermarketing.fr/

2. International Market
Negociation
Dutch Wine Market

3. STRATEGY FOR
POSITIONING DUTCH WINE
MARKET
Domaine Des Petits Sentiers
Sarah FRISSANT
Gulnar MURAT
Huong Thao VO

4. 65 hectares:
Entry level - 200 K
Standard - 60 K
Mid-range - 60 K
In-between - 60 K
High-range - 20 K
1,036 Dutch regular wine drinkers
509 Dutch regular wine drinkers
(by Vinitrac® Wine intelligence)
INTRODUCTION

5. I. The global overview :
1. Current economic situation
2. Netherlands’ wine market
II. Potential targets
1. Netherlands’ partners
2. Consumers’ profile
3. Local trends
III. Entering the Dutch market
1. Labels
2. Sales strategy
Conclusion
Bibliography
PLAN

6. I. The global overview
1.Current economic situation
The hub of Europe  Port of Rotterdam
5th Europe economic power
6th largest importer
Consumption : 22.3 liters/person/year
Wine revenue: $4.5m in 2014
2nd beverage after beer. Netherlands wine market category segmentation: $ million, 2014
=>Mainly still wine, 83% of wine consumed are still wines

7. 2. Netherlands market
Buyer power restaurants, bars, hotels
Supermarket,
specialist retailers
(liquor stores)
I. The global overview
On-trade:
Off-trade:

8. I. The global overview
2. Netherlands market
Import and Taxes
EU => importer pays:
- Excise duty for still wines : 68,54 EUR/hl
- VAT 21%
The taxes above increasing yearly
Value and volume
- Value is increasing twice as
fast as volume
- Market value: Value growth
by 1.2% in 2014

9. 2. Netherlands market
Competitive context
34%
12%
11%
8%
8%
27%
THE MAIN SUPPLIERS IN VALUE(%)
France Italie Allemagne Chili Espagne Autres
Source : Comtrade, 2014
=> France has the major part of the market (34%)
• UK is a quite competitor
• France is in the first place but its losing its
position as the New Word’s wine are getting
competitive.
Competitors evolution
I. The global overview

10. Why Netherlands ??
Significant opportunity
New World producers
Low taxes
Positive attitude
towards wine
Wealthy, largely urbanized and very
well population
Easy logistics
Old World producers
No restriction on the times, on places where alcohol is sold
II. Potential targets

11. II. Potential targets
Hotel Chain Best Western
Best Western International is a global network:
4,100 hotels in the World
400,000 guests every night
100+ countries and territories
1. Netherlands’ partners

12. Importer for On-Trade “Twentsch Wijnhuis”
II. Potential targets
Restaurants
Independent Importer for On-trade
+ 50 years on the market
Own wineriesStrong marketing strategy
Large portfolios of wine
French and Italian wineries
31 Dutch restaurants
On-line shop

13. 2. Consumer’s profile
35 and 64 consume the most
Woman consume more than Man
Dutch people consume at home
Drink wine after diner from 21h
Over 35 years prefer high-priced quality wine
Consume on Friday and Saturday
II. Potential targets

14. II. Potential targets
3. Local trends
Consume more and more wine
Purchase more wine via the on-trade
Consume more white wine rather than the red
Purchase the bottle with the brand image of product
Choice the wine by taste profile

15. 1. Label
What aspects of wine labels are important for
the Dutch wine consumer when they buy wine ??
Research “The Influence of wine labels on the Dutch consumers”(2015): International Communication and
Media: Institute of Communication, Utrecht, Netherlands
Light colored background
Brand name
Place of origin
Elegant serif
Styled
Font
80% of the labels: illustration of
landscapes
Relevant
illustration
Grape varieties
III. Entering the Dutch market

16. III. Entering the Dutch market

17. 2. Sales Strategy Supply Chain
Standard - 20 K
Mid-range - 20 K
High-range - 5 K
Importer for On-Trade
“Z&M Delicatessen” (Rotterdam) , “’t Crabbetje” (Leiden) , “De Oude Gast” (Den Helder) and many others
III. Entering the Dutch market
The Dutch restaurants

18. Domaine des
petits sentiers
Twentsh
Wijnhuis
18%
margin
25%
margin
OR
2. Sales Strategy
III. Entering the Dutch market

19. Strategy and the way to deal with Best Western Group’s Sales Department
Direct sale: Standard - 10 K
In-between - 20 K
High-range - 5 K
2. Sales Strategy
III. Entering the Dutch market
Red
AOC White
SNW
Transport
Contract

20. Conclusion
November, December 2015 – Contact the potential partners
Send our catalogues and wine samples
January 2016 - To get the news and appointments from the potential partners
Starting to export

21. Bibliography
CBI Market channels and segments for Wine in the Netherlands, CBI Ministry of Foreign Affairs
Wine market in Netherlands, 2011, Carlos MARQUES, Paolo DINIS, Richard SAGAL
Wine in the Netherlands, May 2015, MarketlLine Industry Profile
The wine and spirits market in the Netherlands, June 2015, IWSR survey Vinexpo
Whitch trend offer opportunities on the wine market in the Netherlands? 2014

22. ANNEXE