Wine Marketing Plan for the Netherlands

1. MARKETING
PLAN:
THE
NETHERLANDS
Blakeslee Brosing, Stephanie Hamilton,
Paola Moreira, Allie Rieder

2. DISCUSSIONPOINTS
Background
SWOT Analysis
Goals
Target Market
4 P's

3. BACKGROUND
Add a little bit of body text
Legal drinking age
16 years old for alcohol under 15%
18 years old for 15% and higher
Located in Northwestern Europe
Significant locations
Port of Rotterdam
Amsterdam Airport Schiphol
Population size of about 17 million
24-54 years old make up 38%
Increase on alcohol duties over the past few
years
.

4. Tariffs
Current country issues
Location
WEAKNESSES
SWOTANALYSIS
Using current events to advertising advantage
Chardonnay expansion
Current drinking trends
OPPORTUNITIES
Competing countries
France, South Africa, Spain, Chile & Italy
Alcohol Preference
Eastern European wine popularity
THREATS
Netherlands does not make their own wine
Australian climate
Wine regions
STRENGTHS

5. SETTINGGOALS
Create a strong presence and
reputation
Expand in white wine industry
Offer consistent prices, taste, &
availability

6. TARGETMARKET
Focusing on younger individuals
18-30 years old
Low-middle class
Students/working class
Urban areas
Amsterdam & Rotterdam

7. THE4P'S

8. PRODUCT
Sparkling Wines & Chardonnay
focused
other whites included
Sustainable and organic
No drastic changes to labeling

9. PLACE
Urban areas
Supermarkets
80% of wine drinkers buy their
wine in supermarkets
Expansion in restaurants and pubs

10. PROMOTION
Promotional booths
Tastings and wine education
strategic locations
Wine events

11. PRICE
Focus on low price wine
$8-25 AUD; $5-15 euros
ex. Oxford Landing Chardonnay
Avoid excessive deals on products

12. ADVERTISINGSTRATEGY
Raising awareness
Partnering with chain companies
Ambassadors

13. HTTPS://WWW.CBI.EU/MARKET-INFORMATION/WINE/NETHERLANDS/
HTTP://WWW.STAP.NL/EN/HOME/DUTCH-ALCOHOL-POLICY.HTML#TAXATION
HTTPS://ISSUU.COM/RICHARDSAGALA/DOCS/WINE_MARKET_IN_THE_NETHERLANDS
HTTPS://MARKETEXPLORER.WINEAUSTRALIA.COM/EXPLORE/WHICH-MARKETS-DRINK-THE-MOST-
WINE
HTTPS://MARKETEXPLORER.WINEAUSTRALIA.COM/MARKET-SUMMARY
HTTPS://WWW.DRINKS-TODAY.COM/WINE/POWER-LISTS/11-TRENDS-DUTCH-MARKET
HTTPS://WWW.WINEAUSTRALIA.COM/NEWS/MARKET-BULLETIN/ISSUE-98
HTTP://WWW.CIA.GOV/LIBRARY/PUBLICATIONS/THE-WORLD-FACTBOOK/GEOS/NL.HTML
HTTPS://WWW.THEAUSTRALIANWINE.COM.AU/IMAGES/AU/EN/BRANDS/ADC/PRODUCT/M11641_L.JPG
HTTPS://WWW.BRITANNICA.COM/TOPIC/FLAG-OF-THE-NETHERLANDS
HTTPS://WWW.BUSINESSLEADER.CO.UK/HOW-TO-LAUNCH-YOUR-BUSINESS-IN-THE-
NETHERLANDS/74317/
HTTPS://I.PINIMG.COM/ORIGINALS/99/42/D3/9942D388A73ABEE682DC4FABB551C944.GIF
SOURCES