Bodega Lagarde aims to expand its US market presence over the next 5-10 years. Currently, it imports around 21,000 cases annually into the US. The summary proposes a three-phase strategy to increase US sales and brand awareness through distribution expansion, e-commerce exposure, and heightened brand awareness. Phase I focuses on social media in South America and qualified prospecting. Phase II establishes a US social media presence and applies to additional e-commerce distributors. Phase III combines social media and US event partnerships with a dedicated US distribution manager.
U.S. Wine Market: Webinar on Entering the U.S. marketBevology Inc.
Insightful presentation with practical information for wine and spirit suppliers looking to enter the U.S. market. Presented by Steve Raye, President of Bevology Inc.
Social Media Marketing for the Wine Industry by @JoeySheppEarthsite
The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
Entering the us wine market for export wine brands as posted in slide share m...Bevology Inc.
The U.S. is the largest wine market in the world, and also one of the most difficult to penetrate. This presentation gives you a solid foundation and understanding of the issues you need to know about to be successful in entering America.
U.S. Wine Market: Webinar on Entering the U.S. marketBevology Inc.
Insightful presentation with practical information for wine and spirit suppliers looking to enter the U.S. market. Presented by Steve Raye, President of Bevology Inc.
Social Media Marketing for the Wine Industry by @JoeySheppEarthsite
The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
Entering the us wine market for export wine brands as posted in slide share m...Bevology Inc.
The U.S. is the largest wine market in the world, and also one of the most difficult to penetrate. This presentation gives you a solid foundation and understanding of the issues you need to know about to be successful in entering America.
Top Ten Mistakes Export Wine and Spirit Brands Make in the U.S. MarketBevology Inc.
The U.S. market is the most important for export wine and spirit producers. However the Three Tier System makes it challenging to navigate. Here are ten examples of mistakes to avoid learned the hard way.
BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
If you re-tweet a post from a retailer or restaurant, is that considered a “thing of value” by alcohol regulators? Can you promote winemaker dinners on Facebook? What about event promotion?
Let’s be honest: compliance in the wine industry is enough to drive you to drink. In addition to the joys of staying compliant in the making and selling of your wine, you need to be mindful with how you market your wine. A misstep here can be costly... not to mention outright annoying. Join us for an overview of consumer marketing compliance and learn some dos and don’ts in today’s fast-paced digital and consumer world, including real-world examples. To inject some fun into what could be a snooze of a topic, come with your game face on as we’ll be providing real-world takeaways in an interactive format.
Jeff Giametta will provide a legal framework and Kathryn Quinn will provide real-world industry context and examples. While this seminar should not be construed as providing legal advice, we’ll arm you with the information you need to audit your winery’s consumer marketing compliance and assess legal compliance risk.
Using Local Social - to launch your restaurant brand in new markets
How one Buffalo Wild Wings franchise utilized Roqbot's local social media tactics to produce the most successful openings of the entire chain.
Beverage Development for New Beverage Entrepreneurs. Presentation. To learn more about Beverage Development please visit: www.liquidbrandsmanagement.com
2018 Oregon Wine Symposium | Distribution Round Table: How to Engage & Suppor...Oregon Wine Board
This session will feature a panel of distributors from varied backgrounds that will inform attendees on how to navigate the distributor landscape with a focus on distributors engagement and how to support your distributors to increase sales and market presence. The panel will be led by Elaina Kroll of Elixir Consulting and will feature Amanda Schark of Skurnik, Luke Wohlers of Walden Selections, Chris Riendeau of Southern, who will focus on navigating control states, and Tanya Riesbeck, who will introduce new opportunities for distribution. The session will then break into a roundtable discussion with industry distribution experts.
Top Ten Mistakes Export Wine and Spirit Brands Make in the U.S. MarketBevology Inc.
The U.S. market is the most important for export wine and spirit producers. However the Three Tier System makes it challenging to navigate. Here are ten examples of mistakes to avoid learned the hard way.
BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
If you re-tweet a post from a retailer or restaurant, is that considered a “thing of value” by alcohol regulators? Can you promote winemaker dinners on Facebook? What about event promotion?
Let’s be honest: compliance in the wine industry is enough to drive you to drink. In addition to the joys of staying compliant in the making and selling of your wine, you need to be mindful with how you market your wine. A misstep here can be costly... not to mention outright annoying. Join us for an overview of consumer marketing compliance and learn some dos and don’ts in today’s fast-paced digital and consumer world, including real-world examples. To inject some fun into what could be a snooze of a topic, come with your game face on as we’ll be providing real-world takeaways in an interactive format.
Jeff Giametta will provide a legal framework and Kathryn Quinn will provide real-world industry context and examples. While this seminar should not be construed as providing legal advice, we’ll arm you with the information you need to audit your winery’s consumer marketing compliance and assess legal compliance risk.
Using Local Social - to launch your restaurant brand in new markets
How one Buffalo Wild Wings franchise utilized Roqbot's local social media tactics to produce the most successful openings of the entire chain.
Beverage Development for New Beverage Entrepreneurs. Presentation. To learn more about Beverage Development please visit: www.liquidbrandsmanagement.com
2018 Oregon Wine Symposium | Distribution Round Table: How to Engage & Suppor...Oregon Wine Board
This session will feature a panel of distributors from varied backgrounds that will inform attendees on how to navigate the distributor landscape with a focus on distributors engagement and how to support your distributors to increase sales and market presence. The panel will be led by Elaina Kroll of Elixir Consulting and will feature Amanda Schark of Skurnik, Luke Wohlers of Walden Selections, Chris Riendeau of Southern, who will focus on navigating control states, and Tanya Riesbeck, who will introduce new opportunities for distribution. The session will then break into a roundtable discussion with industry distribution experts.
JCI Deputy National Presidents training @ EPM 2014 in Antibes, FranceJef Hendrickx
This presentation created by Jef Hendrickx & Jon Per Persent was used during the JCI deputy national presidents training conducted at the European Presidents meeting organised by JCI Antibes, France.
We are often required to make presentations in offices or in universities. At times we commit small mistakes which spoil our show and we are embarrassed. This slide show is meant to highlight areas of importance and how we can make effective presentations.
Cuaderno de soluciones técnicas para la impermeabilización de piscinas. Swimming pools wich are one the more extended constructions elements in these days, require the use of products with the highest levels of technical characteristics and requirements in relation to waterproofing and mechanical properties.
Fundacja Pomagam powstała z końcem 2006 roku. Pomagamy przede wszystkim ciężko chorym dzieciom, których rodzice nie są w stanie sami sfinansować koniecznego leczenia i rehabilitacji, a także wychowankom placówek takich jak domy dziecka, zapewniając im materialne wsparcie, organizując dla nich okolicznościowe imprezy i wyjazdy edukacyjno-integracyjne. Wspieramy również młode osoby w trudnej sytuacji rodzinnej i bytowej, które rozpoczynają samodzielne życie, pomagamy rozwijać talenty sportowe młodzieży, a ponadto współpracujemy z innymi organizacjami, dla których – tak jak i dla nas – najcenniejszą wartością jest altruizm.
Przedstawiamy Państwu sprawozdanie z naszej działalności za rok 2013.
Digital Marketing Strategy Project: Airlie WineryChris Robisch
An example of a complete digital marketing strategy presentation. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads and inbound traffic.
U.S. Wine Market: Disrupting the SystemBevology Inc.
Insightful analysis of how the web has democratized wine marketing permitting smaller wineries to compete on an even playing field with the big guys with big budgets. Presented by Steve Raye of Bevology Inc. at Vinitaly 2015, Verona, Italy.
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences.
Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
- Strategies for effective cross-channel social media optimization.
- How to ensure brand consistency across channels and teams.
- How to engage with an increasingly diverse audience.
Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/
David Airgno Presents Brilliant MarketingDavid Ariagno
David Ariagno is the president of Brilliant Marketing, a highly experienced team of researchers and marketers who can boast of wild international successes with their expansions of American snack foods to the global market.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
1. USD Consulting Group:
US Market Expansion Analysis
Brandon Britton|Ann Sophie Loehde|Erin Majorsky|Paula
Martinez-Barros-Rodriguez|Tony Maude
2. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
4. Where does Bodega Lagarde want to be in 5-10 years?
“Bodega Lagarde produces some of the finest
Malbec in the region. Exquisite quality and
value! 95+ point wines”
– Robert Parker
+130%
+50%
5. Where does Bodega Lagarde want to be in 5-10 years?
Sales
Increase our sales to US from
21,000 to 30,000 9lts Cases
Revert our product mix to
enhance sales of Lagarde
Reserva, and upper brands
according one of the main goals
of our Winery
Increase Mix of Rest of Upper
Brands (Lagarde, Guarda, PV &
Henry)
Brand
Be Argentina s top 5 wineries,
focusing on quality and terroir
wines renowned for our family
history and environmentally
friendly production
Press recognized for being a
family owned and managed
Winery with 100% owned
vineyards
Use upper brands for
positioning our quality and
general winemaking history
6. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
7. What is current Bodega Lagarde presence in US?
Bodega Lagarde Imports 21,473 cases (193,253 liters) of wine into the US
each year across multiple tiered line
Current revenue total is $1,052,525 FOB (~$49/case)
8. How is Lagarde positioned with other Argentine wine in the
US?
9. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
10. Lagarde US Growth Strategy
Distribution
Increased
Presence in
US
Brand
Awareness
E-Commerce
11. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
12. Why should Lagarde focus distribution improvements?
6,000 US Wineries (7,000 brands)
550 Major
Distributors
76 Million
Consumer
s
$30
Billion
Retail
Sales
“In 2012, [Argentine] wine exports
increased in volume by 17% to 365
million liters and in value by 10.15%,
reaching US$920.4 million, according to
the National Institute of Vitiviniculture
(INV). To continue exporting, many wineries
are focusing on medium- and high-price
brands, where they have more leeway to
adjust prices. Others simply are ceasing to
export.”
– InfoSur Hoy; Argentine Wine Industry
Strives to Expand Internationally
14. Where should Lagarde focus distribution improvements?
US Wine Consumption Per Capita
West coast (CA, OR, WA, NV)
and Northeast (MA, NY, NJ,
NH) have high
concentration of per capita
wine consumption and
should be a focus of
distribution channels
15. Where should Lagarde focus distribution improvements?
US Consumer Friendliness
American Wine Consumers
Coalition (AWCC) creates an
annual „report card‟ for each state
Grading (A-F) based on consumer
access to wine, local state
governance and laws, and
restaurant availability
http://www.wineconsumers.org/wpcontent/uploads/2013/08/ConsumingConcerns4small.pdf
16. How can Lagarde secure a successful importer and
distributor?
We surveyed the market.
Academic & Sales Approach.
Personalize the initial introduction
email via „mail merge‟.
No more mass emails via BCC.
Need to SELL prospects on the
introduction.
Follow-up on every email with a
phone call.
Create a Process for the followup phone calls.
17. How do we qualify the importers/distributors?
Step 1:
Personalize mass emails via Mail Merge
Most people do not read obvious mass emails (ie, BCC)
Personalize mass emails using a mail merge between Microsoft
Excel and Microsoft Word
Our consulting team has created a mail merge using Lagarde‟s
current list of importers
18. How do we qualify the importers/distributors?
Step II
Notes to Lagarde
• The introduction email should SELL the importer/distributor on Lagarde‟s product
• The social media hyperlinks should be below the signature, not in the body of the
email
• The Bodega Lagarde brochure should be attached to this email
19. How do we qualify the importers/distributors?
Step III
CALL Importers!
Every prospect that received an email, should receive a follow-up phone
call.
Most decision makers will not reply to generic emails, the personal touch
of a phone call is a MUST.
Recommend creating a new process for follow-up phone calls:
Sole task to follow up and qualify prospects.
Hire an intern, employee, or commission based consultant.
Once prospects are qualified, Sebastian can take over.
Keep track of prospects in a database.
20. Distribution in Summary
Immediate focus on the West Coast (California, Oregon, Washington) and
North-Eastern States (New York, New Jersey, Connecticut)
The Three Step Method for Qualifying Importers.
Provide Incentives for Importers to move volume (Bonuses, Trips, etc).
Additional Resources:
Search reviews of importers from wine producers worldwide
(http://www.nopaywinedistributors.com/).
Implement a process for following up on qualified importers/distributors.
21. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
22. What is E-Commerce?
Definition: Commercial transactions conducted electronically on
the Internet.
Importer
• Application to the
E-Commerce
Website
• *typically completed
by the Winery
Lagarde
•Importers &
Distributors deal
directly with the site
•*Similar process as
selling to store fronts &
restaurants
Consumer
•Same licensing
regulations apply
Website
•Importer must be
licensed for state of
the end consumer
23. Why E-Commerce?
Advantages
Consumer
Producer
Disadvantages
•
•
•
•
•
Convenience
Discounts
Ease of search
Wide range
Future / Credit Card
payments
•
•
•
•
•
Increase customer reach
Increase brand awareness
Insulation against
economic downturns in
specific areas
Flexible hours of operation
Lower cost than a brick
and mortar storefront
•
•
•
•
•
•
•
•
Delivery times
Lack of personalized
customer service
Less pleasant purchase
Insecurity
Low knowledge
Competition is a few
“clicks” away
Customers often have less
trust for online
transactions
Social aspects and
customer service more
difficult
24. What is the typical online buyers profile?
Baby Boomers and Millennials / Generation Y
key online market
Purchase more imported wines
Purchase higher price wines as opposed to
offline purchases
Online sale of alcohol up 19% (beers, wines,
and spirits).
25. •
•
•
•
Ages 46 - 66
Married
2 children
Well established in
their careers
Own a home in La
Jolla
Have a Facebook
and Linked-In
Profiles
Use online
resources for news,
information, and
shopping
Enjoy high-end
restaurants for
monthly “date night,”
also appreciate a
evening at home
with a glass of
Lagarde
• Ages 36 - 46
• Single/Married
• Starting a new
career
• Own condos in San
Diego
• Have profiles on
Facebook, LinkedIn, Twitter,
Instagram, and
Match.com
• Enjoy going out with
friends and
attending social
events
• Use online
resources for
research, news and
information,
socializing, and
shopping
Jen & John
“Millennials” / Gen Y
“Baby Boomers”
•
•
•
•
Laurie & Michael
Generation X
Susan &
Tom
• Ages 21 - 35
• Engaged to be
married
• Early in their
careers
• Rent a condo
downtown San
Diego
• Have profiles for
Facebook, Twitter,
Instagram &
Linked-In
• Enjoy nice classy
higher-end social
events
• Great at multitasking
• Use online
resources for
research, work,
finances,
26. US consumers spend 23% of their disposable income
online, slightly higher than the 22% average across 15
countries
27. Who spends more online?
Boomers spend a good portion of
their large disposable income over
the internet.
“Older Boomers” spend the most
online of all generations
“Younger Boomers” were the next
biggest spenders, closely followed
by Gen Y.
28. What are the steps to E-Commerce?
Step-By-Step Guide to starting in E-commerce
29. E-Commerce in Summary
Increase consumer access
Increase brand awareness
Reach a greater and diverse audience
Increase sales
30. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
31. How can Lagarde increase brand awareness in South
America and the US?
Social Media Presence (SA)
Leverage social media
presence in South America
Social Media Presence (US)
Establish social media
presence in the US
Event Partnerships
Partner with events that attract
potential customers
32. How effective is social media as a marketing strategy?
Reaches potential
customers with a clear idea
of the product
Success of campaigns can
be monitored
Direct customer feedback
to improve product/ service
Customer relationships
become more intimate
Share of participating
businesses (out of 3025)
Effect of Social Media According to the Social Media
Marketing Industry Report 2013
100%
80%
60%
40%
20%
0%
89%
Increased
exposure
75%
Increased
traffic
69%
65%
61%
58%
54%
47%
43%
Provided
market place
insight
Develped
loyal fans
Geenrated
leads
Improved
search
rankings
Grown
business
partnerships
Reduced
marketing
expenses
Improved
sales
33. Is social media right for Lagarde in the US?
Social Media in the US
US has the highest social media usage with 52% of the population
22% of Americans use social networks several times per day
75% of the households with an income >$50,000 are social network users
Only 33% have ever followed a brand room for improvement!
% of internet users in each
group
US Social Network User Penetration by Age in 2013
100%
80%
60%
85%
40%
93%
85%
77%
65%
20%
57%
36%
17%
0%
0-11
12-17
18-24
25-34
Age Group
35-44
45-54
Gen Y
Gen X
55-64
“Boomers”
65+
34. What to consider when using social media platforms in
the US?
Platforms
Measures
Facebook and
Twitter as most
popular platforms
worldwide
Instagram very
popular, uses
hashtags, pictures
and videos evoke
stronger responses
Measuring
performance is key
Content
Create clear image
of product and
company culture
Personal and
emotional
Engage customer to
get valuable
feedback
Carefully monitor
campaigns’
Develop KPI
scheme
Social networks
provide data
Create HootSuite
account
35. Leverage social media potential with limited resources
Sign up for HootSuite
1.
Manage social media platforms simultaneously
2.
Schedule posts in advance (hours, days, weeks)
3.
Track results in direct comparison
4.
Smartphone App available
5.
Email reports on performance
36. Timeline for Social Media Strategy Implementation
January
February
Launch social
media presence
in the US
simultaneously to
new website
Improve US
Facebook page and
set up Instagram/
Twitter
Leverage guidelines
provided for existing
platforms, link
Instagram and
Facebook
March
Set up HootSuite
account, develop
KPIs and set
specific goals
37. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness: Strategic Partnerships
D Implementation Guidelines
38. Three stages of enhancing brand awareness via
partnerships
Stage 1
Stage 2
Stage 3
Brand
Exposure
Attention
Acceptance
Understanding
Intention
Trial
&
Success
39. What kind of partnerships are suitable for Lagarde?
Benefits of Event Sponsorship
Sponsorship is highly effective in the
early stages of market development
Price efficient
Synergies with the performance on
social media platforms
Suitability of Art Events
Fits the target market regarding lifestyle
Publicity in relevant/ specialised press
Lagarde has the expertise in this area as
they sponsor art events in Argentina
40. Brand Awareness in Summary
Heighten brand awareness
Enhance social media presence in South America
Create social media presence in the US
Partnerships with art gallery exhibitions and events
41. Agenda
A Where does Bodega Lagarde want to be in the US?
B Where is Bodega Lagarde currently positioned in the US?
C How do we get there?
1
Distribution Expansion
2
E-Commerce Exposure
3
Heighten Brand Awareness
D Implementation Guidelines
42. Lagarde US Growth Strategy –
Implementation Strategy and Value
Phase III
Impact/Focu
s
• Combine social media platform with
partnerships in US
• Dedicated distribution/export manager located
in US
• Independent E-Commerce functionality on
Lagarde website
Phase II
• Establish US social media presence
• US based distribution consultant (part time)
• Apply to additional existing e-commerce specialty
distributors (eg
ChambersStreetWines.com, KLWines.com, etc.)
Phase I
• Increase SA social media presence
• Send revised prospecting email content (via mail
merge), follow up with regular cadence
• Apply to one existing e-commerce distributor (eg
Wine.com, WineExpress.com, etc.)
Resources/Commitment
45. Implementation Strategy and Impact
Impact to
Import Quantity
5-10%
10-25%
25%+
Import/Distribution
E-Commerce
Brand Awareness
Send revised prospecting email
content (via mail merge), follow
up with regular cadence
Apply to one existing e-commerce Manage local Facebook account
distributor (eg Wine.com,
with weekly content, manage
WineExpress.com, etc.)
analytics
Hire US based distribution
consultant (part time)
Apply to additional existing ecommerce specialty distributors
(eg ChambersStreetWines.com,
KLWines.com, etc.)
Hire dedicated distribution/export Independent E-Commerce
manager located in US
functionality on Lagarde website
Manage US Facebook account with
weekly content, use HootSuite to
manage social media platform
Combine social media platform
with event sponsorship in US
46. Outline of Deliverables
I.
Import/Distribution in the US
II.
Research regional distribution channels in US that align to the Lagarde brand
and vision
Provide list of vetted import/distributors based on research (focus on Northern
CA, Northwest US, NY/NJ)
Analyze and provide recommendations for best practices in seeking out and
establishing distribution partnerships in US
E-Commerce in US
III.
Research and provide a short list of wine ecommerce websites that would fit
the Lagarde line and vision
Create Step-by-Step guide on how to get on to these sites
Provide recommendations and best practices for future steps and expansion
Marketing and increased brand awareness
Analyze current social media platforms including all the usage data on FB
Provide recommendations and best practices on how to leverage current
FB, Instagram and Twitter accounts better in Latin America AND expand into
US
Research additional marketing channels and outlets that align to Lagarde
brand to heighten consumer awareness in US and Latin America
47. Where should Lagarde focus
distribution improvements?
US Consumer Friendliness (Map)
49.
Building Strategic Partnerships in Wine Marketing:
Implications for Wine Distribution
Argentine Wine Industry Strives to Expand Internationally
“In 2012, wine exports increased in volume by 17% to 365
million liters and in value by 10.15%, reaching US$920.4
million, according to the National Institute of Vitiviniculture
(INV).”
“In January and February, overall wine exports fell by 24%
to 44.6 million liters (export values fell 6% to US$120.9
million), according to a report by Caucasia Wine Thinking
consultancy released by cronista.com.”
“To continue exporting, many wineries are focusing on
medium- and high-price brands, where they have more
leeway to adjust prices. Others simply are ceasing to
export.”
50. Major Distributors in Southern California
Southern Wine & Spirits
Founded in 1969, Southern Wine & Spirits of California is today far and away the Golden
State's single largest wine and spirits distributor. In fact, according to a recent survey in Impact
Newsletter, a publication of M. Shanken Communications, Southern Wine & Spirits of California
will lead all the state's wine and spirits distributors in estimated total alcoholic-beverage sales in
2006; this No.-1 ranking also makes the California operation the single largest state entity in the
32-state network that comprises Southern Wine & Spirits of America, Inc.
http://www.southernwine.com/
Young’s Market
Young's Market Company is one of the nation's largest distributors and brokers of beverage
alcohol with operations in California
http://www.youngsmarket.com/index.php
51. Miscellaneous Notes
“I would send every sample I could to the wine reviewers....a nice score from
Robert Parker and he would have importers lining up to kiss his you know
what....but the wine would have to be an over-saturated oak-bomb to get an
over 90 score from Parker.” –Dennis (Former buyer for Costco)
(Kris Garrett)
The above partners would be what I'd consider the mid to high mid level tier of distribution for
both size and capability to operate as a distributor versus a broker.
The distinction between broker and distributor is possession of the wine. Broker work as
agents of the winery and never take possession of the product but rather just a % fee for
bringing the wines to buyers and taking orders that are passed along to the winery. This route
is best for boutique wineries with low to moderate case production that prefer the very personal
and attentive nature of the winery-broker relationship. This is the route I am taking with our
new winery. In my opinion this is by far the best way to establish a new brand with restaurants
and fine wine stores. Larger distributors often overlook wines in their books due to the large
number they represent.
The drawback is brokers do not take possession and thereby purchase the wines upfront from
the winery. This is mainly an issue of cashflow. In exchange for the up front cash, the winery is
conceding a lower margin and loss of control for the sales methods.
Distributors such as Young's Market, Southern Wine & Spririts, and Wine Warehouse dominate
the CA market, however I've seen many wineries chase the cash and then become pawns in
discount schemes these distributors frequently employ. Unless you are part of a larger import
group you loose the power to draw the salesperson's attention in these large distributors.
53. Which Online Sites should Lagarde
pursue?
Wine.com
125 Argentine Wines
Average Price $15 - $20
“great selection, low prices, convenient delivery and information that helps you enjoy
wine with confidence”
http://www.wine.com/
Chambers Street Wines
“naturally made wines from artisanal small producers”
4 Argentine wines
Average price $20
http://chambersstwines.com/
K&L Wine Merchants
“offer outstanding wines from across the globe”
56 Argentine wines
Average price $10 - $25
http://www.klwines.com/
54. Which Online Sites should Lagarde
pursue?
JJ Buckley Fine Wines
“premier fine wine retailers in the United States”
18 Argentine wines
Average price $45
https://www.jjbuckley.com/
WineExpress.com
"high standards and specifications"
11 Argentine wines
Average price $25
http://www.wineexpress.com/
55. Steps to Begin in Ecommerce
Step 1:
Step 2:
Determine which site best fits your brand
Follow the online application process
The majority of the sites require an email application or contact via the
direct website
Specific information necessary in the email includes:
1. Company Specifics (History, Offerings, Brand, etc.)
2. Inventory and location of the inventory,
3. Price points
4. Digital copy of label image
5. Awards and press
*May be able to use same or similar email being sent to non-online
importers/distributors
Wait for response from the website, but if no response in 2 days
follow-up with a phone call.
Step 3:
*Fairly quick turn-around time: some emails returned within hours,
others the next day
Step 4:
Step 5:
Step 6:
Discuss with importer in the area
Launch your brand with the site
Periodically confirm that brand is being represented to standards
57. How can Lagarde address the US customers via Social Media
Platforms?
Facebook and Instagram
Show your product in action by the people who love them
Let your photos speak the culture of your company, your product, and your customers
Find out who and what your customers love so you can share those people and things
with them
Get personal with your customers and show things that have nothing to do with
marketing, but everything to do with being human
Inspire and motivate people by making the text along with your image powerful
Posting on Instagram
Show your followers how to use hashtags by using them in your own updates
Promote your Instagram everywhere including your website and your other social
media accounts
58. Example: Beringer Vineyards (Napa Valley)
Inspiration and motivation
Powerful picture
Talks directly to the
customer
Logo included
59. Example: Beringer Vineyards (Napa Valley)
Powerful picture
Talks directly to the
customer
Sells the Californian
lifestyle
Powerful wording
Logo included
60. Tweeting
Twitter
Prepare post on terms of content first – clearly think about what you want to say first!
Try taking a key point from your post and including it in the tweet: Never use more than
two hashtags in a tweet!
Ask a question: “Struggling to decide on a wine for dinner? You need to read this xxx
#article”
You offer a solution
Identifies an issue people might have when choosing a wine
Strong statement: “You need to read”
Invite audience to participate in the middel of the Tweet
“(…) Have you got any tips to share? We'd love to hear them!“
Tweet across the day
61. Metrics Facebook
Facebook
1
Reach of page and per post
2
No. of users engaging with your posts
3
Development of Net Likes
4
Negative post: Post Hides, Hides of All Posts, Reports of
Spam, Unlikes of Page
62. Metrics Facebook
Facebook
1
2
3
4
Reach of page and per post
No. of users engaging with your posts
Development of Net Likes
Negative post: Post Hides, Hides of All Posts, Reports of
Spam, Unlikes of Page
63. Metrics Facebook
Facebook
1
2
3
4
Reach of page and per post
No. of users engaging with your posts
Development of Net Likes
Negative post: Post Hides, Hides of All Posts, Reports of
Spam, Unlikes of Page
64. Metrics Instagram
Instagram Statigram
1
Followers must not
be only metric
2
Relationship between
frequency of posts and
follower development
3
Engagement most
important
4
User generated content
1
Monitor
keywords, hastags
2
Create hashtags for
certain events and
monitor event
specific usage
65. Metrics Instagram
Instagram Statigram
1
Followers must not be only metric
2
Relationship between frequency of posts and follower development
3
Engagement most important
4
User generated content
1
Monitor keywords, hastags
2
Create hashtags for certain events and monitor event specific
usage
67. Leverage Social Media potential with limited resources
Sign up for HootSuite (Social Media Management System for Brand Manager)
1.
Manage several social media platforms simultaneously
2.
Schedule posts in advance (hours, days, weeks)
3.
Track results in direct comparison
4.
Smartphone App available
5.
Email reports on a monthly basis
Free Plan
$9.99$/ months
Up to 5 Social Profiles
Basic Social Analytics
2 RSS Feeds
Smartphone App
50 Social Profiles
Enhanced Social
Analytics
Unlimited RSS Feeds
Support Team for
Influencing Scores and
Recommendations on
Posting Behaviour
Archiving
Smartphone App
68. Leverage Social Media potential with limited resources
Sign up for HootSuite (Social Media Management System for Brand Manager)