International market netherlands
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Transcript of International market netherlands
http://www.quelmastermarketing.fr/
International Market Negociation
Dutch Wine Market
STRATEGY FOR POSITIONING DUTCH WINE
MARKETDomaine Des Petits Sentiers
Sarah FRISSANTGulnar MURAT
Huong Thao VO
65 hectares:
Entry level - 200 K Standard - 60 K Mid-range - 60 KIn-between - 60 KHigh-range - 20 K
1,036 Dutch regular wine drinkers509 Dutch regular wine drinkers
(by Vinitrac® Wine intelligence)
INTRODUCTION
I. The global overview : 1. Current economic situation2. Netherlands’ wine market
II. Potential targets1. Netherlands’ partners2. Consumers’ profile3. Local trends
III. Entering the Dutch market1. Labels2. Sales strategy
ConclusionBibliography
PLAN
I. The global overview
1.Current economic situation
The hub of Europe Port of Rotterdam
5th Europe economic power
6th largest importer
Consumption : 22.3 liters/person/year
Wine revenue: $4.5m in 2014
2nd beverage after beer. Netherlands wine market category segmentation: $ million, 2014
=>Mainly still wine, 83% of wine consumed are still wines
2. Netherlands market
Buyer power restaurants, bars, hotels
Supermarket,specialist retailers (liquor stores)
I. The global overview
On-trade:
Off-trade:
I. The global overview
2. Netherlands marketImport and Taxes
EU => importer pays:- Excise duty for still wines : 68,54 EUR/hl- VAT 21% The taxes above increasing yearly
Value and volume- Value is increasing twice
as fast as volume- Market value: Value growth by 1.2% in 2014
2. Netherlands market
Competitive context
34%
12%11%
8%8%
27%
The main suppliers in value(%)France Italie Allemagne Chili Espagne Autres
Source : Comtrade, 2014
=> France has the major part of the market (34%)
• UK is a quite competitor• France is in the first place but its losing its position as the New Word’s wine are getting competitive.
Competitors evolution
I. The global overview
Why Netherlands ??
Significant opportunity New World producers
Low taxes
Positive attitude towards wine
Wealthy, largely urbanized and very well population
Easy logistics
Old World producers
No restriction on the times, on places where alcohol is sold
II. Potential targets
II. Potential targets
Hotel Chain Best Western
Best Western International is a global network:
4,100 hotels in the World 400,000 guests every night 100+ countries and territories
1. Netherlands’ partners
Importer for On-Trade “Twentsch Wijnhuis”
II. Potential targets
Restaurants
Independent Importer for On-trade
+ 50 years on the market
Own wineriesStrong marketing strategy
Large portfolios of wine
French and Italian wineries
31 Dutch restaurantsOn-line shop
2. Consumer’s profile
35 and 64 consume the most
Woman consume more than Man
Dutch people consume at homeDrink wine after diner from 21h
Over 35 years prefer high-priced quality wine
Consume on Friday and Saturday
II. Potential targets
II. Potential targets
3. Local trends
Consume more and more wine
Purchase more wine via the on-trade
Consume more white wine rather than the red
Purchase the bottle with the brand image of product
Choice the wine by taste profile
1. LabelWhat aspects of wine labels are important for the Dutch wine consumer when they buy wine ??
Research “The Influence of wine labels on the Dutch consumers”(2015): International Communication and Media: Institute of Communication, Utrecht, Netherlands
Light colored background
Brand name
Place of origin
Elegant serifStyledFont
80% of the labels: illustration of landscapes
Relevantillustration
Grape varieties
III. Entering the Dutch market
III. Entering the Dutch market
2. Sales Strategy Supply Chain
Standard - 20 K Mid-range - 20 K High-range - 5 K
Importer for On-Trade
“Z&M Delicatessen” (Rotterdam) , “’t Crabbetje” (Leiden) , “De Oude Gast” (Den Helder) and many others
III. Entering the Dutch market
The Dutch restaurants
Domaine des petits sentiers
Twentsh Wijnhuis
18% margin
25% margin
OR
2. Sales StrategyIII. Entering the Dutch market
Strategy and the way to deal with Best Western Group’s Sales Department
Direct sale: Standard - 10 K In-between - 20 K High-range - 5 K
2. Sales StrategyIII. Entering the Dutch market
Red AOC White
SNWTransport Co
ntra
ct
ConclusionNovember, December 2015 – Contact the potential partners
Send our catalogues and wine samples
January 2016 - To get the news and appointments from the potential partners
Starting to export
BibliographyCBI Market channels and segments for Wine in the Netherlands, CBI Ministry of Foreign Affairs Wine market in Netherlands, 2011, Carlos MARQUES, Paolo DINIS, Richard SAGAL Wine in the Netherlands, May 2015, MarketlLine Industry Profile The wine and spirits market in the Netherlands, June 2015, IWSR survey Vinexpo Whitch trend offer opportunities on the wine market in the Netherlands? 2014
ANNEXE