Vinexus is a Consultancy specialising in Promotion Communication  Commercialization  Of enogastronomical and touristic pro...
Vinexus Consulting We work on helping to transform agricultural food resources into  marketable  tourist products .
Why was Vinexus launched? <ul><li>An  opportunity  was detected:  </li></ul><ul><li>The possibility of working  on  the co...
The agricultural food small industry : High atomized and fragmented small industries, much more depending on individuals t...
<ul><li>Marketing: (Most agricultural food product is sold in large commercial areas, where smallholders can hardly access...
<ul><li>We conclude that: </li></ul><ul><li>As far as the agricultural food products are key elements to draw/set a territ...
The tourist sector <ul><li>Tourism is the key element for economical local development </li></ul><ul><li>Gastronomic touri...
<ul><li>Gastronomic tourism  is the essential element in tourism development. This implies that is has to be enhanced as a...
Gastronomic tourism <ul><li>Is an opportunity for ecomomical development of producers, traders and catering industry </li>...
Setting a new value chain between agricultural food industry and tourism industry. <ul><li>Producers </li></ul><ul><li>Tra...
Identifying the need of a new way of working <ul><li>Vinexus acts as mediator  </li></ul><ul><li>between agricultural food...
Cross-curricular work between agricultural food sector and tourist sector <ul><li>Copartnership between companies as the k...
Working shoulder to shoulder, getting results <ul><li>Creating a  </li></ul><ul><li>COLLECTIVE IDENTITY </li></ul><ul><li>...
Several operating areas <ul><li>Territorial cohesion </li></ul><ul><li>Products creation </li></ul><ul><li>Agents training...
<ul><li>Territorial cohesion </li></ul><ul><li>Working shoulder to shoulder = the key to success </li></ul><ul><li>Joining...
Essential strategical issues for agricultural food small handlers and traditional producers. <ul><li>Creating lobbies or a...
Working shoulder to shoulder means : <ul><li>An engagement of tourist agents and agricultural food producers with their te...
An essential goal: Competitiveness <ul><li>Working in an everchanging culture </li></ul><ul><li>A new market </li></ul><ul...
The power of unions Teamwork
 
 
Sensibilizando a los actores Formando a los actores Creando producto
Tourist Product Creation  Products that generate experiences
The creation of a tourist product <ul><li>Is making someone  experiencing  something which may be reproduced </li></ul>
What does Vinexus help to reach?  <ul><li>The Creation of competitive, attractive and marketable tourist products and serv...
<ul><li>We teach how to create experiences </li></ul><ul><li>Building links with the user </li></ul><ul><li>Allowing the c...
Tuna fish Tour in l’Ametlla de Mar
 
 
 
 
 
The local agents training <ul><li>«Cooking a tourist destination”: </li></ul><ul><li>Training program which consist on  te...
Training program : <ul><li>First seminar: “My product communication: I communicate, therefore I am.” </li></ul><ul><li>Sec...
Tourist services marketing? <ul><li>Identifying market needs </li></ul><ul><li>Creation and market segmentation of tourism...
My product Marketing?  Opening the doors to the world <ul><li>Tourist market operation </li></ul><ul><li>Tourism Market St...
 
Specialised WORKSHOPS organization Working in marketing
“ I communicate, therefore I am” <ul><li>The communication skills are the key skills to the market positioning </li></ul><...
Ch@nges in XXIc
&quot;ICT's as new opportunities for our business&quot; <ul><li>A new scenario for communication is set up. Bidirectional ...
Wellcome to the 2.0. World The  TRANSMEDIA Communication
The search for the actors Setting selection criteria Building online marketing tools Enhancing the project
“ Sustainability as corporate culture“ Environmental Management and Social Responsibility: a challenge as well an opportun...
<ul><li>Helping to guarantee the sustainable development of a destination:  </li></ul><ul><li>implementing environmental a...
 
 
The dialog goes on ... Discussing Talking Sharing http://carlesmera.blogspot.com
¿Any question?
© Silvia Angelet- Vinexus www.vinexus.es  http://carlesmera.blogspot.com [email_address] - 933 025 061
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Vinexus Consulting Power Point Presentation in Barcelona Winter School CETT

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Power Point Presentation in Barcelona Winter School CETT: “Mediterranean Culinary Arts: Building Bussiness Competitiveness”.
Vinexus is a Consultancy specialising in Promotion, Communication, Commercialization of enogastronomical and touristic products. Vinexus Consulting work on helping to transform agricultural food resources into marketable tourist products.


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  • Horeca is a business term which refers to a sector of the food service industry, to establishments which prepare and serve food and beverages. The term is a syllabic abbreviation of the words Ho tel / Re staurant / Ca fé . [1]
  • We remember and value things and experiences which touch us, move us, exite us.
  • Practical, presential, dynamic, participatory and flexible seminars. Adapted adapted to and programmed under the sector current needs.
  • Classical actors: Travel Agencies- outbound or incoming (wholesalers or retail ) – tour operators, Most travel agents are ‘outbound’; that is, they send their customers out of the country on holidays abroad. An ‘inbound’ or ‘incoming’ agent, on the other hand, welcomes customers from abroad, providing them with services in the country where they’re based. Traditionally, incoming agents have worked in the background, providing services to ‘outbound’ agents on a purely wholesale basis.
  • SME: small and medium enterprises (PYMES) Information and communications technology
  • Transmedia: using all 2.0 communication channels
  • http://www.youtube.com/watch?v=QSUpDSsYaUQ
  • Social corporate responsability: Recycling, waters saving, no amenities in hotels.... Rural area, food from natural area, no chemicals or environmental impact . Carbon footprint. Km 0 promotion
  • Corporate Social Responsability
  • Vinexus Consulting Power Point Presentation in Barcelona Winter School CETT

    1. 1. Vinexus is a Consultancy specialising in Promotion Communication Commercialization Of enogastronomical and touristic products.
    2. 2. Vinexus Consulting We work on helping to transform agricultural food resources into marketable tourist products .
    3. 3. Why was Vinexus launched? <ul><li>An opportunity was detected: </li></ul><ul><li>The possibility of working on the core competencies between food industry & tourism. From a weakness : Both industries ignoring the benefits of a co-working project </li></ul><ul><li>The tourist sector would be helped in the creation of an attractive, unique and differential tourist offer. </li></ul><ul><li>The agricultural food sector would be helped in opening a new trade channel (direct selling) and new marketing opportunities. </li></ul>
    4. 4. The agricultural food small industry : High atomized and fragmented small industries, much more depending on individuals than on trade entrepreneurship. .
    5. 5. <ul><li>Marketing: (Most agricultural food product is sold in large commercial areas, where smallholders can hardly access) </li></ul><ul><li>A few points of sale are available for smallholders. </li></ul><ul><li>The Horeca channel is experiencing a decreasing sale trend. </li></ul>Current issues in the agricultural food small industry
    6. 6. <ul><li>We conclude that: </li></ul><ul><li>As far as the agricultural food products are key elements to draw/set a territorial identity, the tourism industry has a precious opportunity in using them for developing new, unique and differential tourist experiences. </li></ul><ul><li>As far as the trading strategies of the tourism industry are well developed, as much as its proved ability of this in new markets opening, agricultural food smallholders can benefit from this getting new trade channels (direct sale) and new marketing opportunities. </li></ul><ul><li>A partnership between tourism industry and local trade (food production, trading and catering trade) is today a great opportunity to enhance both sectors </li></ul><ul><li>New promotion and communication strategies are today essential </li></ul>
    7. 7. The tourist sector <ul><li>Tourism is the key element for economical local development </li></ul><ul><li>Gastronomic tourism must be the gateway to our territory </li></ul><ul><li>Gastronomy and catering are the most valued experiences by tourists </li></ul><ul><li>Agricultural food resources, the catering industry and the landscape associated to farming are tourist local highlights in agricultural areas. </li></ul><ul><li>The catering industry acts as a hinge between tourism and agricultural food small industry. </li></ul>
    8. 8. <ul><li>Gastronomic tourism is the essential element in tourism development. This implies that is has to be enhanced as a tool for promotion and communication: </li></ul><ul><li>Fostering the uniqueness of the territory and the diversity of its products (task to be develop by all commercial agents in the tourist destination) </li></ul><ul><li>Creating a new value chain ​​between territorial agricultural food sector and tourism sector, linked to producers, local products, traders, chefs and tourist local agents in the area. </li></ul>
    9. 9. Gastronomic tourism <ul><li>Is an opportunity for ecomomical development of producers, traders and catering industry </li></ul><ul><li>Is an opportunity for local tourist development </li></ul>
    10. 10. Setting a new value chain between agricultural food industry and tourism industry. <ul><li>Producers </li></ul><ul><li>Traders </li></ul><ul><li>Chefs </li></ul><ul><li>Tourist agents </li></ul>
    11. 11. Identifying the need of a new way of working <ul><li>Vinexus acts as mediator </li></ul><ul><li>between agricultural food agents and tourist agents </li></ul><ul><li>between private enterprise and public administration </li></ul><ul><li>Searching to seal a common strategy. </li></ul>
    12. 12. Cross-curricular work between agricultural food sector and tourist sector <ul><li>Copartnership between companies as the key element to start enhancing tourist and gastronomic development projects </li></ul><ul><li>Institutional copartnership between the several civil services in the area: City council, county council, provincial council... </li></ul><ul><li>Interdepartamental co partnership: Agriculture, Tourism and Trade. </li></ul>
    13. 13. Working shoulder to shoulder, getting results <ul><li>Creating a </li></ul><ul><li>COLLECTIVE IDENTITY </li></ul><ul><li>to dinamize coordinated projects </li></ul>
    14. 14. Several operating areas <ul><li>Territorial cohesion </li></ul><ul><li>Products creation </li></ul><ul><li>Agents training in core competencies </li></ul><ul><li>Communication and promotion </li></ul><ul><li>Marketing </li></ul><ul><li>Sustainability and corporate social responsibility </li></ul>
    15. 15. <ul><li>Territorial cohesion </li></ul><ul><li>Working shoulder to shoulder = the key to success </li></ul><ul><li>Joining the several local agents to work in partnership </li></ul><ul><li>Together facing one direction </li></ul><ul><li>Together facing one single aim </li></ul>DESTIN ATION accommodation facilities, internal transport services, bars, restaurants, tourist services companies, trade, agricultural food industry facilities, wineries, tourist resources, local festivals.....
    16. 16. Essential strategical issues for agricultural food small handlers and traditional producers. <ul><li>Creating lobbies or associations to protect common concerns </li></ul><ul><li>Setting business operations and partnerships. </li></ul><ul><li>Searching shared marketing policies. </li></ul><ul><li>Creating spaces for dialog to share each one’s know how . </li></ul><ul><li>Working shoulder to shoulder to create promotion and communication strategies </li></ul><ul><li>Working as boosting agents in the destination . </li></ul>
    17. 17. Working shoulder to shoulder means : <ul><li>An engagement of tourist agents and agricultural food producers with their territory </li></ul><ul><li>Sharing knowledge and experiences among all local agents (key element to set up sector innovation) </li></ul><ul><li>Building a territorial identity, which is essential to dinamize common promotion and marketing policies. </li></ul>A collective strategy to enhance common projects.
    18. 18. An essential goal: Competitiveness <ul><li>Working in an everchanging culture </li></ul><ul><li>A new market </li></ul><ul><li>A new way of thinking </li></ul><ul><li>A new business culture </li></ul><ul><li>  </li></ul>
    19. 19. The power of unions Teamwork
    20. 22. Sensibilizando a los actores Formando a los actores Creando producto
    21. 23. Tourist Product Creation Products that generate experiences
    22. 24. The creation of a tourist product <ul><li>Is making someone experiencing something which may be reproduced </li></ul>
    23. 25. What does Vinexus help to reach? <ul><li>The Creation of competitive, attractive and marketable tourist products and services </li></ul><ul><li>The Enhancing of the several agent’s facilities </li></ul><ul><li>The designing of several services for each users profile. </li></ul><ul><li>The delivering of a differential offer, with a value-added differentiation </li></ul><ul><li>The created product placement </li></ul><ul><li>. </li></ul>
    24. 26. <ul><li>We teach how to create experiences </li></ul><ul><li>Building links with the user </li></ul><ul><li>Allowing the costumer to get involved in it </li></ul><ul><li>Generating a connection between the costumer and the brand </li></ul><ul><li>Fostering an emotional connection </li></ul>
    25. 27. Tuna fish Tour in l’Ametlla de Mar
    26. 33. The local agents training <ul><li>«Cooking a tourist destination”: </li></ul><ul><li>Training program which consist on technical seminars , practicals and meeting points, where knowledge and experience sharing is facilitated. </li></ul><ul><li>Working in professionalizing the several agents: </li></ul><ul><li>Providing specialized technical seminars on marketing strategy development and communication. </li></ul><ul><li>Helping on the design and implementation of a tourist marketing program </li></ul><ul><li>Teaching the ICT, social networking and marketing strategies 2.0 </li></ul><ul><li>Developing interactive workshops devoted to creativity and innovation. </li></ul>
    27. 34. Training program : <ul><li>First seminar: “My product communication: I communicate, therefore I am.” </li></ul><ul><li>Second semina r: “How to reach the customer with a  limited budget.” </li></ul><ul><li>Third seminar &quot;2.0.Tools , my allies.” </li></ul><ul><li>Fourth seminar: “E-commerce, our shop in the World.” </li></ul><ul><li>Fifth seminar: “Tourism: a new business unit in our agricultural </li></ul><ul><li>food production facilities.“ </li></ul><ul><li>  </li></ul>
    28. 35. Tourist services marketing? <ul><li>Identifying market needs </li></ul><ul><li>Creation and market segmentation of tourism products. </li></ul><ul><li>Creation of marketing strategies </li></ul><ul><li>Setting a Selling Channel: direct marketing                 (The sale by intermediaries: Traditional/On line) </li></ul><ul><li>The marketing of products through: Implementation of flexible information, booking and marketing management systems. </li></ul>
    29. 36. My product Marketing? Opening the doors to the world <ul><li>Tourist market operation </li></ul><ul><li>Tourism Market Structure: classical actors and their correlation </li></ul><ul><li>Tourism demand: motivations and expectations. </li></ul><ul><li>Tourist companies of mediation. </li></ul><ul><li>The ICT technology: matching the tourist offer to the costumers tastes and expectations. </li></ul><ul><li>The new tourist market: new actors and correlation between them. </li></ul><ul><li>How, where and with whom have I to associate to market my gastronomic services? </li></ul>
    30. 38. Specialised WORKSHOPS organization Working in marketing
    31. 39. “ I communicate, therefore I am” <ul><li>The communication skills are the key skills to the market positioning </li></ul><ul><li>The communication skills are the unresolved matter for many small and medium-sized SME. (most of them lack of an effective communication program) </li></ul><ul><li>Vinexus fosters the development of communication campaigns in the SMM and developing 2.0 marketing campaigns.        </li></ul>
    32. 40. Ch@nges in XXIc
    33. 41. &quot;ICT's as new opportunities for our business&quot; <ul><li>A new scenario for communication is set up. Bidirectional communication: 2.0.Tools, social networks, youtube, mobile apps ... With the new millennium, the pathways to communicate with the consumer have changed. The new consumer gets actively involved in the creation of goods, information and products positioning (prescriber). It is therefore necessary to know the rules of the game, the main 2.0 tools, and how social networks take an effect on the company values transmission.                 </li></ul><ul><li>The transmedia </li></ul><ul><li>How taking advantage of all this? </li></ul>
    34. 42. Wellcome to the 2.0. World The TRANSMEDIA Communication
    35. 43. The search for the actors Setting selection criteria Building online marketing tools Enhancing the project
    36. 44. “ Sustainability as corporate culture“ Environmental Management and Social Responsibility: a challenge as well an opportunity for both tourism industry and enogastronomy.
    37. 45. <ul><li>Helping to guarantee the sustainable development of a destination: </li></ul><ul><li>implementing environmental and social efficiency measures in both agricultural food facilities and tourist companies. </li></ul><ul><li>Targeting the competitive advantages associated with the introduction of a work methodology related to CSR. (Corporate Social Responsability) </li></ul><ul><li>Creating more value with less impact: eco-efficiency. </li></ul><ul><li>Reducing resources consumption </li></ul><ul><li>Minimizing environmental impact </li></ul><ul><li>Reducing the carbon footprint </li></ul>
    38. 48. The dialog goes on ... Discussing Talking Sharing http://carlesmera.blogspot.com
    39. 49. ¿Any question?
    40. 50. © Silvia Angelet- Vinexus www.vinexus.es http://carlesmera.blogspot.com [email_address] - 933 025 061

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