In 2014 we joined a number of like minded Associates and formed the Navigate China Wine Intelligence Division. Each of our team have/do live in China (myself the least only 6 years), speak fluent Mandarin as a minimum and have worked in the wine trade extensively since 2004. My role helping clients like Pernod-Ricard, Penfolds, and Moet and Chandon was focused on helping developing the optimum positioning in the minds of the target consumers. Other teams members have come from extensive trade marketing backgrounds, yet others with a wealth of alcoholic drinks consumer and trade research experience. We've developed a proprietary market entry process we call Vinibrand but are happy to customise our approach to your needs. If anything the presentation may give you some new ideas about the wine market in China. Enjoy
China's Luxury Market - Losing Sheen? | Articles and PublicationsAranca
The growth in China’s luxury market has slowed from 7% in 2012 to around 2% in 2013. China’s domestic luxury market is losing its luster. Aranca highlights the reasons behind the recent slowdown in growth.
Foreign-exchange movements have dictated luxury-goods makers’ share-price performance this year. Euro-reporting peers, reliant on a weaker euro, largely performed best.
The Paris Luxury Market - Outlook for 2020David Bourla
Cushman & Wakefield has just published a report on the luxury retail-property market. Based on exhaustive data concerning retail store openings and development plans, the report provides a geographic overview of the Paris luxury market. In addition, various scenarios for 2020 are put forward.
A short market which is about:
- Luxury market overview in Asia,
- Luxury brands in China: in the path of e-commerce, social media and mobile,
- Marketing: where is influence?
- Luxury Brands: how do they perform on social media & Influence?
A weak currency, strong ant-corruption reforms, and stiff luxury taxes are forcing global luxury brands to rethink their expansion plans in one of the world's fastest growing consumer economies.
A presentation by Robert Joseph to the S African wine & travel media and to winners of the Great Wine Capitals, S African Best Of Wine Tourism Awards. It offers a range of ways to improve the quality of wine tourism.
No longer niche, the craft beer market is growing at a remarkable rate. Brands of all sizes can not only coexist, but prosper, by strategically tapping into an influential audience ready to purchase, drink,
and spread the word.
Alcoholic Drinks: A Global Snapshot - Presentation from Whiskies and Spirits ...Euromonitor International
This presentation provides a global overview of the alcoholic drinks market, the key trends shaping the market and the way the spirits industry is embracing disruption. Key trends within the Asia Pacific and Australian spirits markets are also reviewed.
Marketing services be it the customer services standards at a KFC or those at some of the world's most prestigious law firm; requires a philosophy where the people are the product.
China's Luxury Market - Losing Sheen? | Articles and PublicationsAranca
The growth in China’s luxury market has slowed from 7% in 2012 to around 2% in 2013. China’s domestic luxury market is losing its luster. Aranca highlights the reasons behind the recent slowdown in growth.
Foreign-exchange movements have dictated luxury-goods makers’ share-price performance this year. Euro-reporting peers, reliant on a weaker euro, largely performed best.
The Paris Luxury Market - Outlook for 2020David Bourla
Cushman & Wakefield has just published a report on the luxury retail-property market. Based on exhaustive data concerning retail store openings and development plans, the report provides a geographic overview of the Paris luxury market. In addition, various scenarios for 2020 are put forward.
A short market which is about:
- Luxury market overview in Asia,
- Luxury brands in China: in the path of e-commerce, social media and mobile,
- Marketing: where is influence?
- Luxury Brands: how do they perform on social media & Influence?
A weak currency, strong ant-corruption reforms, and stiff luxury taxes are forcing global luxury brands to rethink their expansion plans in one of the world's fastest growing consumer economies.
A presentation by Robert Joseph to the S African wine & travel media and to winners of the Great Wine Capitals, S African Best Of Wine Tourism Awards. It offers a range of ways to improve the quality of wine tourism.
No longer niche, the craft beer market is growing at a remarkable rate. Brands of all sizes can not only coexist, but prosper, by strategically tapping into an influential audience ready to purchase, drink,
and spread the word.
Alcoholic Drinks: A Global Snapshot - Presentation from Whiskies and Spirits ...Euromonitor International
This presentation provides a global overview of the alcoholic drinks market, the key trends shaping the market and the way the spirits industry is embracing disruption. Key trends within the Asia Pacific and Australian spirits markets are also reviewed.
Marketing services be it the customer services standards at a KFC or those at some of the world's most prestigious law firm; requires a philosophy where the people are the product.
Using economic modelling we determined the "mutliplier" effect of the tourism sector to the entire Queensland economy. Who would be suprirised that desipitre the recent hyped of coal and LNG investmment - tourism via it's spread of first level (i.e. the tourist's spend) spend is actually far greater than the three LNG projects of capital investment circa $160Billion on Curtis Island. We hope this will simply addvalue to the incredible bulk of evidence that already exists of the balue and thus the neeed to nuture Australia's tousim sector, especially when the $40Billion LNG plant investment announcement has so much more media appeal
What are the implications for Australia as the world, not just Europe but the US and China ramp up clean energ?. In Germany at least the opposition to clean energy subsidies that are increasingly not required seems to have muted. Will these countries end up with a huge energy production cost advantage over us, further advantaging their already impressive manufacturing strength? These are the questions we need to ask ourselves.
Navigate consultants, Julie Sloan and John Gregg recently presented their outlook on the global and Asian gas markets at the Regional Gas Outlook Conference in Singapore.
In summ, the global market is a constantly moving feast with Japan, China and the US all having massive potential to radically reshape the marketplace to 2025.
This Masterclass is used to provide an introduction to the world off multi-national consulting, problem solving, client relationship skills and project management for first year post MBA Associate Consultants. We have used this introductory module and others in the series to help McKinsey, BCG, Deloitte and KPMG in Africa, China and Australia bring their new hires up to speed
We share the key insights from a nation wide 2014 quantitative research study to separate the "nice to haves" from the "must haves" when it comes to health cover
We believe there are 4 essential criteria that underpin successful innovation processes; they are;
1. Work across the entire innovation spectrum
2. Zig when others zag,but in a relevant strategic way
3.Organise your team and processes for success
4.Let a broad array of areas inspire you
Developing a marketing plan for the first timer can be daunting, here we present a user friendly guidebook on the key steps, inputs and take the reader through the development of a marketing plan from start to finish
Our consultants have been lucky enough to live and work in some of the fastest emerging markets in the world, such as China. In the markets, foreign firms and multi-nationals are in a competitive race to enter these markets quickly. This is a full 3 day MBA seminar given to student at the University of Western Australia as part of their
In this presentation we allocated a full day seminar every quarter to teach 1st and 2nd Year Associates the fundamental approach, processes and tools and techniques to begin working with their engagement team on their first Spend Reduction project.
At Monitor, as McKinsey or BCG we may seem to produce a lot of tools and guidelines that we expect staff to follow. But keep in mind with over 500 staff dedicated "just" to coming up with the new breakthrough model, approach, theory, tool or techniue we see it as a small price t pay to maintain our edge in a sector where superior client problem solving abilties and the latest breakthrough thinking are waht keeps us off the streets.
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...Tatiana Livesey
Winerist, the leader in Wine & Food Tourism, conducted a survey with 500+ wineries from around world to assess the state of Wine Tourism at a global level.
We also looked at how wineries use Social Media and Online Technology in the 21st century.
What are the differences between the Old World and the New World? How can wineries use Wine Tourism & Social Media to increase direct to consumer sales?
China's Wine and Spirits report by daxue consulting X SopexaDaxue Consulting
At over 311 billion USD in size, China’s alcohol market is growing and at a new stage of evolution. Gen Z and women are growing demographics and are shifting the drinking culture from the dominant domestic Baijiu to wine and imported spirits. This report created in collaboration with Sopexa, an international F&B communications agency, goes in depth on spirits, which make up 47.8% of China’s alcohol revenue, and wine, which is 8.2% of the alcohol market revenue.
Key stats on China’s wine and spirit market:
- France is the top alcohol exporter to China, making 31% of imported alcohol value in the first half of 2022
- Brandy is the largest imported spirit in China, making 68% of the imported spirits market in 2021
- 94% of Chinese survey respondents in 2020 reported drinking red wine in the last year
- China’s domestic wine production is on the decrease, falling at a CAGR of -18* from 2016 to 2020
- Tequila is experiencing the highest growth among liquor imports, with a 66% import volume increase from 2020 to 2021.
- Besides Baijiu, Vodka is the most consumed liquor, with Absolut Vodka being the top brand, at 53% Vodka market share.
What you can learn from the report:
- How foreign brands localize to the Chinese wine market while keeping a foreign identity
- How the lockdowns have impacted China’s alcohol consumption and drinking habits
- According to our social listening, at what occasions do Chinese consumers drink wine and spirits
- What are the drivers for Chinese to consume wine and spirits
- What countries are rising in favor as importers, and which are facing challenges
- How wine and spirits brands should market their products in China
DAf traveled to China to learn about the Chinese wine market, in particular, its imports sector. Here is an introduction to some key takeaways for international wine brands looking to export to China. Special thanks to Cristián Zuleta, José González and Rodrigo Jackson for their invaluable insights.
The Fine Wine Investment Market - An Inside ViewLiv-ex Ltd
Liv-ex Director James Miles discusses the advantages and limitations of fine wine as an alternative asset class. He also outlines recent market trends and shifts.
Euromonitor International’s presentation from VINfo Tasmania discusses key megatrends that will have the most impact on Australian wine industries through to 2030.
Similar to 2015 navigate-wine to china-the next gold rush (20)
For the first time, developing a business plan can be daunting. In our simple guide, we explain the importance of a business plan and just as critical the importance of having a compelling business idea for your business in the first point. We then step by step take you through the eight critical elements of a good business plan and provide you with checklists at the end of each section.
These eight are;
1) Product/ Service - what is it you are offering?
2) The Market and Competition
3) Marketing
4) Business System
5) Organisation and HR
6) Opportunities and Risks
7) Implementation Schedule
8) Your Financial Plan
This was a two day presentation skills training session for 1st Year MBA Monitor Group Associates from Asia-Pacific Offices. The course takes the Associates through time-honed principles of conveying complex information in a visually and verbally succinct and compelling manner. A "walk before you run" skill for every ambitious young consultant
Anna's Story (June 20140
My husband was mentally and physically abusive and had a sexual addiction problem. Once just after we became married, he threatened to kill us both in the car. I thought his behaviour would change once he moved away from his family, and for a very short time it did. Before I gave birth to our first child, twice he again threatened to kill us in the car. After I gave birth, his mental abuse of manipulation, questioning my fidelity and stalking me escalated. After the birth of our second child, his sexual addiction was ignited and he began a series of affairs. Depression robbed me of my ready smile. It was like walking on
eggshells, but I loved him. His continual physical abuse ceased the day he belted me so hard I lost partial hearing in one ear and then he raped me. Afterward he felt remorseful
and I was grateful for the cessation of physical abuse. In the final futile weeks I remained with him, I narrowly stopped him from a sexual advance on our daughter, and watched in horror as he threw a knife at our son.”
In this presentation to some of the United States largest medical device manufacturers; many whom were eager to enter this seemingly insatiable market, we demonstrated some of the key risks and corresponding potential rewards of this awakening giant. Specifically we highlighted;
* The size and structure of the market
* Key growth drivers, including government-directed
initiatives from the healthcare reform and the 12th Five
Year Plan
* Companies in the market – international and domestic
and the lessons learned from their efforts to expand
geographically beyond the Tier 1-2 coastal hubs
* The immense economic and healthcare infrastructure
differences across China, and how that impacts the
companies’ go-to-market decisions and the surgeon and
patient product preferences
* Some key operational and regulatory constraints and
considerations in what is often an opaque operating
environment
* Some of the strategies embedded firms are utilising as
they move "Westward"
This a a large China 5 yr growth strategy we undertook at Monitor China for a large global cold storage logistics and transport firm. It was a 9 month project, we assessed and prioritised market growth opportunities, we assessed our client's capacity and capabilities to successfully compete in key market segments, recommended 5 focus segments and estimated 5 year foreast capital and operatations expenditure required as well as forecast revenue growth
Phase 1 summary consumer trends and market scping presentation for Mulino Bianco Italy's largest processed food conglomerate and would you believe 3rd globally after Nestle and Danone.But needed serious help in international markting includinf every element from localised names, to pack design to local NOT MILANESE SOPPY LOVE STORY BASED ADVERTISING.
Quite a task hundreds of sleppless nights doubting ourselves - ARE THESE CREW EVER GOING TO GET IT AND then hey presto CEO coup EX Coke America dus took over and it was like bees and honey.
8 US market entry strategy which contains a heavy emphasis on consumer food and healthy eating trends and customer profiling of the time (2007)
The project I led form Mulino Bianco was to introduce a health whole grain line of breads and panettis. Mulino Bianco is Barilla’s core of brand of baked goods, snacks and.
Just as an aside Barilla an Italian firm is the world’s largest pasta and baking products firms with 2013 revenues of US$6.9 Billion.
Led the Monitor Boston brand strategy team in developing a new brand identity, brand architecture, brand guidelines and implementation roadmap for the Bank of New York
From Monitor Group's Boston HQ I led teams of brand strategists and planners in five countries to develop, pitch ffor and eventually win the world wide global re-branding and communications business for Club mED
Brand Strategy linking the Brand Promise and tangible ‘Proof Points” to strategic framework with an implementation roadmap and launch schedule for one of Australia's pre-eminent universitie
We undertook a a detailed market demand forecast by areas and product type, Detailed analysis on consumer purchasing pattern, Analysis on overall competitive environment, Detailed information on competitor performance including sales, branding, pricing, channel mix and incentives, Key competitors’ COGS analysis, Strengths and weaknesses of each competitor group
and the implications, High level recommendation on product mix, Brand positioning status and recommendations, Channel mix diagnosis and high level channel prioritization, Detailed breakdown comparison on costs, COGS in
particular
I 2013 we wre commissioned by ACOOR to deliver the Asia Pacific Growth and Expansion Strategy for their global hotel chain’s up-scale brand across 10 country markets We developed a business baseline to provide a foundation for strategy development. Three growth options were considered, acquisitions, strategic partnerships and organic new build. A hybrid strategy of organic new build in three gateway Asian cities along with 2nd Tier property acquisitions at 5 additional cities was selected to guide the group’s expansion over a 10 year period
As Associate Principal at The Monitor Group (now Monitor Deloitte) in China, part of my of my role was helping train 1st Year consultants. This is the summary presentation from a day long Masterclass in the commonly used techniques in assessing a firm's "true" value.
More from Navigate Consulting Australia Pty Ltd (15)
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. Wine to China
The Next Great Gold Rush
John Gregg,
Principal
Navigate Consulting
March, 2015
2. Outline
Provide an overview of the Chinese wine market;
• The macro view of China
• Profile of the overall wine market
• An examination of the imported wine category
• A snapshot of imported wines
To provide even the Chinese ‘first timer” with a solid
baseline and understanding
from which to begin planning their entry into this
unprecedented market.
4. Beer and spirits particularly “Baiju” still dominate China’s
alcohol market………but that situation is changing rapidly
• Sales of alcoholic beverages in China totaled 123 billion litres in 2014, valued at US$176B
• This is compared to Australia’s total alcohol market value of AUS$10.4 Billion
• Beer dominates by volume with an 85% share, with spirits on 8%
• Beer’s share by value is much lower at 40%, just ahead of spirits with 38%
• Wine fastest growing – 5 year volume CAGR of 18%, compared to beer at 8%, spirits at 3%
Source: Euromonitor International
Beer
85%
Cider/Perry
0%
8%
Volume share
RTDs
0%
Other Wine
4%
Grape Wine
3%
Spirits
Value share
Grape Wine
Other Wine
10%
RTDs
0%
Spirits
38%
12%
Cider/Perry
0% Beer
40%
5. 515
2,989
2,671
2,305
2,259
2,228
971
1,162
1,015
973
535
16,237
France USA Italy Germany China UK Russia Spain Argentina Romania Total Top
10
Source: OIV; Wine Australia; Euromonitor; analysis
16,752
Per capita
consumption,
2014
China is a large wine market,
but mostly consumes its own
domestic production
China now ranks 5th and is a whisker behind 4th Germany
among the Top-10 wine consuming countries…but on a per capita
basis has plenty of room to grow
Volume of consumption 2014
Millions of litres
39.2 9.4 41.1 24.8 4.3 22.3 8.3 21.7 24.8 12.3
6. If current growth continues by 2018 there will potentially
be 648 million wine consumers
• At 1.4 billion, China has the world’s largest population
• The Chinese population expected to peak at 1.49 billion by 2030
• Wine Intelligence research shows that 179 million adults currently drink wine in China
but only 84.3 million adults drink imported wines.
• Rabobank estimates that 248 million people in China have the purchasing power to
occasionally consume imported wines
7. Shijia-
Jinan
Zhengzhou
WuxiChang
NingbozhouWuhan
Dongguan
000’ RMB
per capita
Tier 1 cities Tier 2a cities
4 highest GDP High GDP with big market
Tier 2b cities
Relative small market with high GDP per
capitaRMB bln
Tier 2c cities
High population
with relatively low
GDP per capita
Chengdu
ShenzhenZhongshan
Zhuhai
Tier 2a cities
Tier 2b cities
Tier 2c cities
Cities covered
Harbin
Changchun
Shenyang
Hohhot
Beijing Tangshan
Baotou Dalian
Tianjin
zhuang Yantai
Zibo Qingdao
Xi’an
Suzhou
Nanjing Nantong
Zhen Shanghai
jiang
Chongqing
Hangzhou
Wenzhou
Changsha Fuzhou
Quanzhou
Xiamen
Guangzhou
Tier 1 citiesFoshan
China: one country, but many markets
The coastal cities in China represent the majority of the economy
China’s top 20 cities ranked by GDP
Source: China Year Book, Respective cities’ year book 2014
Breakdown of GDP by cities tier system
Source: China Year Book, Respective cities year book 2014
8. The Macro View
China Wine Market Profile
Imported Wine Category
How We Can Help You
9. Distribution:
China is relatively evenly split by sales channel
• Wine volume share in 2014: off‐trade 49%, on‐trade 51%
• Growth rates in both channels similar, therefore
• Very little change in off‐trade and on‐trade shares over the last decade
• Domestic mainly off‐trade, imported sector pre‐dominantly through the on‐trade
• Expansion of leading retailers will expand the off‐trade supermarkets (62% share) and smaller
specialised wine stores (18%) are gaining market share
10. Reds dominate …for now…, but watch for the coming
White and sparkling surge
• Red wine accounts for just under three‐quarters of China’s wine market. Whites .>1/4
• Red sales growing at a faster rate (5 year CAGR of 21%) than whites (5 year CAGR of 14%)
• Rosé and sparkling small but growing segments
• The preference for reds relates to its image of vintage, sophistication, heritage, investment value
plus the colour red symbolises fortune and joy in China
However many females, especially when out with friends have started to
switch to whites and sparkling varieties, which will boost white share of
the total market rapidly
11. Two holidays account for 60% of wine sales
• Chinese New Year and Autumn Festival account for 60% of wine sales
• Primarily due to family and business gatherings during these festivals
• Gift boxes are popular, while off‐trade sales are mainly for gift giving and family visiting
12. • Traditional
packaging/labeling,
communicates a “premium”
image associated with
“heritage”
• Cork is “necessary”
(synthetic is also acceptable,
but ideally real cork,
especially for premium
positioning) versus screw-
cap
Creating Premium Perceptions
The importance of packaging
With limited consumer knowledge, packaging becomes an important proxy for wine quality
Distributor
Retailer
Restaurant hotel
7
10
10
9
8
9
7
9
9
6
7
9
7
4
3
4
4
5
7
1
5
Preference of packaging from different stakeholders
(High marks indicate favorable packaging style)
Source: Rabobank, 2014
Scale 1-10
with 10
being most
preferred
13. Don’t underestimate the scale and affinity for the
domestic industry
• Domestic wine production reached nearly 211 million cases in 2014
• Production bases are concentrated in the North, with Shandong the major region
• The major 3 domestic players are Changyu, Dynasty and Great Wall.
• Each own domestic vineyards as well as source from growers and imports of bulk wine.
15. Import sector is growing fast; France and Australia lead
• France (45%) is the leading importer followed by Australia (20%).
• Top six importers account for over 90% of imported volumes sold
2014
16. Growth in imports is outpacing domestic
• Sales of bottled imported wine are growing at nearly four times the rate of domestic
embracing of Western culture, products and lifestyles,
increasing disposable incomes,
healthy image of wine compared to other alcoholic beverages in China,
and the high quality perception of imported wines
Also cultural factors such as “Guanxi” face in a business context
Why?
17. Cumulativeratiofor
Australianwinesales(%)
• Strong presence about 20% of all imports in at the “high-end” retail pricing point in China, between RMB
200-300 per 750 mL bottle
• RMB 300-400, Australia has a dominant position, selling 40% more than French wine
• BUT THERE IS A CEILING - For the “icon” price segment (>RMB 400), Australian wines top out between
RMB 500-800, while French dominate all price points from RMB 1,000 to
10,000
Retail price point (RMB per 750 mL bottle)
100
75
50
25
Size of bubble indicative of market size at respective price points
% indicated market share by volume of AUS wine in respective price points
= 300,000 9L cases
Below 30 30-50 50-100 100-150 150-200 200-300 300-400 Over 400
PremiumHigh-end IconMid-rangeEntry-levelLow-end
7%
2013 Import bottled wine volume (9L cases)
Total China: 15.1 million
Total from Australia: 4 million (20.5%)
15%
11%
Australian wine has gained momentum in the “high-end”
and “premium” segments
The penetration of Australian wine among China’s wine pricing points
Imported wine sales volume from all origins in China at defined retail pricing points
Source: AUSTRADE, Morgan Stanley,IWSR, UN Comtrade, 2013
18. Growth of leisure
Class in China
•
•
•
•
Consumption boom.
Life-style changes.
Food and beverages as mainstream
Self-medication.
• Local and imported.
• Multinationals in China.
• Traditional influences.
• Own consumption
• Gift giving.
• Restaurants/bars
• Supermarkets.
• On-trade growth
• Wine specialists
• E-commerce
1
Urbanization
3
Diversity Of
Choice
2
Evolution Of
F&B
Culture
4
Modernization
Of Channels
... The same drivers transforming China’s F&B
sector are driving wine consumption
19. Savvy wine exporters are capitalising on the rapid spread of F&B
culture into secondary and tertiary cities
China’s Urban Landscape
21. WHO ARE WE?: Navigate is a “Boutique” international management consultancy
Our team, all ex Tier 1 employees from market research or management consulting; either live
or have lived extensively in China, speak at least Mandarin fluently and have extensive
experience assisting Australian, US and UK winemakers successfully capitalize on Chinese
market opportunities
Our work in China builds on our proven model of bringing together
research experts with wine market specialists to deliver actionable
insights
Clients – Australia &
New Zealand
Clients – United States
22. Little Differentiation:
Many small players failing
to invest in R&D has led
to overcrowded markets
and undetected
opportunities.
False Advertising
Claims: Even though the
government has cracked
down, the damage caused
by years of false claims
remains.
Poor Product
Quality: Due to the
short term view of
manufacturers cheap
raw materials and old
equipment are used.
Fake/Copied
Products: Widespread
problem, some of
Australia’s most prestigious
labels are openly copied
And sold in legitimate trade
channels
• In the 1990s, as the
wine market began
to develop, many local
manufacturers entered.
• Unscrupulous practices
depressed the sector, only
relieved when regulation
was introduced in the
early 2000’s.
• While progress has be
made, infractions of
course remain.
Ongoing
Unscrupulous Local
Practices
Historical Development Ironically Creating A
“Vacuum” of trust that
only imported brands can fill
• Public distrust means
70% of consumers are
distrustful of wine retailers
product offerings
• Many believe that
international products are
of higher quality than
domestic products.
We help clients understand & avoid the risks inherent
in the Chinese market
23. Effective brand names
HOW WE CAN HELP YOU: We provide evidence-
based solutions for a wide range of business questions
Back label design
and content
Pre and post-testing
of advertising
… and more
Financial and business planning
Consumer and trade
preferencesPrice positioning
Evidence-based solutions
Market entry strategies and
Geographic focus
Distribution
Understanding
motivations
24. What should my Chinese market entry strategy look like?
How do I grow top line revenue and bottom line profit.
How do we establish a successful positioning for wines
from XXXX in the Chinese market?
Does the Chinese translation of my brand name reflect
the positioning we want?
How to Chinese consumers evaluate and interpret my
label design?
What are the opportunities and barriers from the trade
perspective for my range?
What should my label look like for the Chinese market?
Strategic
Advice
Brand
development
Primary &
Secondary
research
Go to Market
Services –
distribution,
retailing and legal
Service areas Questions we answer include:
WHAT WE DO: A broad range of services tailored to
individual client needs
For each project, we assemble a project team with the right mix of research, management consulting
and market expertise to give you an evidence-based answer to your business questions
25. STRATEGIC ADVICE: Using evidence-based approach to
support key strategic decisions
Primary &
secondary
research
Brand
development
Strategic
advice
Reports
When helping clients to tackle complex strategic questions, we
use a structured approach in order to deliver a strategy that is
evidence-based and achieves our client’s objectives
Questions include:
“What should my distributor strategy be for China?”
“How should I build my brand portfolio for China?”
A typical process will address the following areas:
Where are
we now?
1
What do
we want to
achieve?
2
How do we
get there?
3
Does our
proposed
approach
work for
consumers
and trade?
4
How do we
get to
market?
5
26. We work with clients to
capitalize on top line growth
opportunities while also
addressing long-term profit
protection.
Development
Assessment of the opportunity and
formulation of the strategy to enter new
channels, value segments, application
sectors and lower tier cities.
Penetration
Listening to the voice of the customer to
improve customer segmentation &
targeting, product & service offering, and
route-to-market.
Profit Protection
Understanding of the cost curve and cost
structure 5 years out, and development
of the right response to protect profit
margins.
Government Affairs
Design of a modern, proactive and
customized approach to government
affairs and corporate social responsibility
to meet business objectives.
Primary &
secondary
research
Brand
development
Strategic
advice
Reports
STRATEGIC ADVICE: We help secure top-line growth and
secure bottom line profit
27. Distribution
Distribution
Branded
Partnership
Strategic
Investor
Greenfield Acquisition
Importer/distributor
model, supported by
in-country team (RO
or FICE).
• Detailed
understanding of the
market opportunity.
• Modeling of organic
growth scenarios,
route-to-market
structures, and
nature of in-country
support needed.
• Search and selection
of distribution
partners.
Importer/partner
model, leveraging
existing sales and
distribution platform,
either F&B or pharma.
• Potential partner
assessment (interest
in proposition and
readiness to share
downstream
margins).
• Sustainability
assessment (risks,
next best use of
assets, alternative
supply).
A step further than
branded partnership,
offering to divest a
minority share.
• Assessment of the
strategic significance
of the Chinese
market, and thus the
rationale for a
strategic investor
from China.
• Identification of
synergies with a
strategic investor,
supporting their
globalization.
Investment in in-country
production capacity and
full business capabilities,
either as a WFOE or JV.
• Full modeling of the
economics and
detailed business
planning.
• Decision on
whether a JV
partner would be
necessary, or
preferable and
feasible to go
alone.
Acquisition of
existing business in
China.
• Definition of the
ideal target profile
that fulfils the entry
strategy.
• Search and selection
of attractive and
available targets.
• Design of acquisition
strategy and
relationship building
with vendor.
1 2 3 4 5
Entry Models
STRATEGIC ADVICE: Our goal is to help you find and grasp
the optimum market entry model for your brand
Primary &
secondary
research
Brand
development
Strategic
advice
Reports
Including the pros and cons of the myriad of legal
Partnership models in China is you wish to link with a
A well established player
28. PRIMARY & SECONDARY RESEARCH: The right method at the right
point in developing your Chinese market position, brand platform and
distribution network
Primary &
secondary
research
Brand
development
Strategic
advice
Go to
mkt plans
Quantitative
Bespoke quantitative
surveys of Middle-upper
middle class wine
Drinkers in China.
Covering up to 35 cities
and representative of 250
million consumers
Qualitative:
Consumer
Focus groups
In-depth interviews
Tremor panel (phone and
online)
Sensory testing
Packaging and ad analysis
Trade Research
A key focus for our China
work is interviewing
members of the Chinese
wine trade, including:
Importers and distributors
Major off-trade buyers
High-end on-trade
Journalists and educators
Recruitment begins with our
own network of contacts in
China. For specific
recruitment needs, we use a
network of locally-based
partners to find the right
respondents
Secondary research
Our in-house language
capabilities and research
experience allows us to
quickly and effectively
conduct secondary research
on the Chinese wine space.
Platforms that we consult
include:
Social media, including
Weibo, Renren, forums
etc.
Press and media
publications
Data sources, including
Chinese Bureau of
Statistics
As a management consultancy whose team have experience across globe but more
importantly in the Asia-Pacific region our strategy, research and implementation
expertise allows us to draw on wide range of research methodologies.
29. BRAND DEVELOPMENT: Our proprietary Vinibrand®
approach to optimize brands for the Chinese market
Primary &
secondary
research
Brand
development
Strategic
advice
Reports
Brand development Pre-launch Post-launch
Brand strategy
Differentiated brand
positioning / brand audit
Brand specification
Optimised Chinese
brand name
Culturally appealing
label
Culturally relevant back
label
Brand communication
Effective
communications
campaign
Vinibrand® provides a framework for assessing and developing a
brand for the Chinese market, with particular attention placed on
the unique demands of this market.
Based on individual client needs, we typically select one or two aspects of the
brand development process to focus on.
30. CASE STUDY:
Vinibrand® market entry and positioning project
BUSINESS CHALLENGE
A consortium of Western Australian wines brands, led by
the Industry group Wines of Western Australia wanted
To explore the feasibility of entry into the Chinese
wine market.
In particular they group wanted to avoid the increasingly
cluttered array of Eastern Australian wines on offer in
the three Tier 1 Chinese cities of Beijing, Shanghai and
Guangzhou and carve out a less crowded and
competitive niche in other regions.
We were asked to develop and execute a complete
market entry plan for the wine consortium.
SOLUTION
Stage 1:
A three phase review of the Chinese market was
undertaken in order to select the optimum new venture
legal and organizational structure, geographic footprint,
distribution strategy and retail channel selection and
launch trade and consumer marketing campaign for the
consortium of WA wines. 21 Chinese provinces in China
were examined in depth from which a selection of 14
provincial cities ere chosen for first stage distribution. A
limited joint venture structure was chosen as the
optimum structure.
Stage 2:
Trade research to determine distribution options and
geographic reach. Then Primary consumer research to
determine the optimum product portfolio, pricing
strategy, point of sale communications and digital and
traditional media support.
Stage 3: Full market entry plan and implementation
including years 1-3 financial and operations plan
31. Our team includes:
• Chinese based nationals, including
native Mandarin and Cantonese
speakers
• With experience working across all
provinces and regions
• Quantitative and qualitative market
research expertise
• Experienced trade researchers
• Extensive experience in the wine
industry, including WSET
qualifications
Our team is formed of some of the brightest
and most experienced wine industry,
marketing, research and branding experts in
the business.
RUI SU
Research Director
The Navigate CHINA Wine Team
Market experts with research and consulting expertise
John Gregg
Navigate Principal
Kim Wu
Director – Trade,
Francis Ly
Director – Logistics
& Partnerships
32. Call + 61 402 493 278
to speak to John Gregg
and discuss establishing your foothold
in a never to be repeated wine marketing opportunity
www.navigateconsulting.com.au