Case Study. Faced with the following situation, the French Government wanted to propose to their wine sector different marketing strategies. We were to be the government's consultants. The French wine sector has suffered for several years from loss of market share in the world wine market. The latter is influenced by numerous trends (economic, sociological, technological, regulatory, ...) and has seen new competing market players (Australia, Chile, ...) playing by new rules. On top of that, Italy has over the last years sometimes overtaken France as world leader. The questions that needed to be answered included: What should be the strategic marketing objectives (should we remain a market leader, for example?), What should be the appropriate targeting strategy, how to position the sector and products in the Market ? Should there be a "France" label and what should it represent ?

1. FRENCH WINES DO?WHAT SHOULD
A sustainable strategy on the global market
Stribos Gijs
Laignelot Jean Van Bergen Guillaume
ver Hulst Olivia

2. In France, around 500 000
people are directly and
indirectly employed thanks
to thewine sector.
‘‘
‘‘
Fact #1

3. CURRENT SITUATION?WHAT IS THE
1

4. Competition
Consumption
ProductionInnovation
Business EnvironmentSocial Lifestyle
Regulation
Trends

5. Competition
Consumption
Production
Business Environment
Trends

6. CUSTOMERS?WHO ARE THE
2

7. Wine is both a commodity
and a cultural experience.
‘‘
‘‘
Fact #2
J-P Baeyens

8. 6 TYPES OF CONSUMERS
Price Driven Image Seeker Overwhelmed
Enthusiast Engaged Newcomer Everyday Loyal

9. Product
Influence
Consumption
Increased focus on quality
Informal and social
On-line
Traditionnalism vs Innovation
Very wide range of products
European intervention
High costs
Extensive production
from New World countries
Emerging markets

10. STAND TOMORROW?WHERE WILL FRANCE
3

11. VALUE BASED PROPOSITION
GLOBAL
LEVEL
DOMESTIC
LEVEL
EUROPEAN
LEVEL

12. Scale
Knowledge
Focus
Growth
Competitiveness

13. MASSTRADITIONNAL
MODERN
PREMIUM
TREND
OLD WORLD
NEW WORLD
CHILE
AUSTRALIA
ITALY
SPAIN
FRANCE
GERMANY
USA
FRANCE

14. PROCEED ?HOW SHALL WE
4Example of the Chinese wine market

15. Authentic & Sophisticated
Chinese market segmentation
Lafite
Bordeaux
Chateaux Cheval Blanc
Tradition
Good Taste
Romance
Chinese associations with“French wine”

16. Key influencers
Agence Française pour l’Exportation et la Promotion du Vin (AFEPV)
Wine App / Baidu SEO
Local Advertising Agencies
Tmall Vineyard Direct

17. FINANCIAL STATEMENT
Actions Year 1 (kEuro) Year 2 (kEuro) Year 3 (kEuro) Goals Monitoring
AFEPV (Global) 83.000 ~1% exports ~1% exports Coordination Exports
Tmall Vineyard Direct 20 5% sales 5% sales Online Sales
Advertising agencies 780 780 780 Local expertise Opinion Poll
Key influencers 155 145 140 Cultural influence Opinion Poll
App/Web 500 435 355 Information Web traffic
Trade shows ~13/stand/city ~~14/stand/city ~15/stand/city Visibility Orders
Expected Value 84.468 ~80.000 ~80.000 ~+7,5% Growth AFEPV

18. FINANCIAL STATEMENT
Three-year period projection

19. Excellence & Coordination
Agence Française pour l’Exportation et la Promotion du Vin
Creating value for the Future
Protect employmentImprove trade balance

20. GET MORE DATA
From this case studie :
http://gijsstribos.wix.com/french-wines
Thank you for your attention
Olivia
Jean
Gijs
Guillaume