international marketing in Japan

SUBMITED : RAJESH VYAS

GROUP MEMBER

• SANJAY MAHADIK

• NEHA BAVISI

• YATIN AHER

• JITENDRA MOURYA

• NITIN NARWADE

MARKETING REPRESENTATIVE

ABSTRACT

This project includes that GROVER wine currently available in India and is planned to be marketed in Japan.

It explains a portion of the marketing strategic plan which includes-

Selection of product and target market and Information about target market.

GROVER PROFILE

• Founder of Grover Vineyards in 1988, Kanwal Grover is an unconventional man.(Bangalore : Nandi Hills)

• Kapil Grover, Kanwal’s son is today the owner of India’s greatest family-owned wine estate.

• Like her grandfather and father, Karishma too, fell in love with winemaking.

COMPANY SUPPORTER

In 1995, Grover Vineyards attracted the attention of the world-renowned oenologue, Michel RollandHis expertise in wine making sees him as ‘consultant oenologue’ to over 100 companies all around Europe, South and North America and Asia. In India, Rolland is affiliated exclusively with Grover Vineyards.

Grover Vineyards’ list of wines

• Cabernet Shiraz-Red Wine: Red wine (blend of the Cabernet Sauvignon and Shiraz)

• Blanc de Blancs de Clairette: White wine (perfectly clear bright White Wine made from Clairette grapes)

• Rose-Dry: The Pride of India (An attractive salmon pink color made of fully ripe Red grapes and fermented slowly at low temperatures)

• La Reserve Red Wine: The first Barrel-Aged Wine (Crafted in the best of the French wine making tradition of Bordeaux, aged in French Oak barrels).  

EXPORT COUNTRY ENVIRONMENT• States in 1854, Japan opened its ports and began to

intensively modernize and industrialize.

• Japan still remains a major economic power, both in Asia and globally

• Government type: Government type: Constitutional monarchy with a parliamentary government.

• Capital:Capital: Tokyo

 • Administrative divisions:Administrative divisions:

Akita, Aomori, Fukui, Gifu, Gunma, Hiroshima, Kagoshima, Kanagawa, Kochi, Kyoto, Miyazaki, Nagano, Nagasaki, Tokyo, Toyama, Yamagata, Yamanashi .

WTO AGREEMENT

Japan — Taxes on Alcoholic Beverages, WT/DS8/R, WT/DS10/R, WT/DS11/R, adopted 1 November 1996, as modified by the Appellate Body Report, WT/DS8/AB/R, WT/DS10/AB/R, WT/DS11/AB/R, DSR 1996:I, 125

Geography: Japan

• Location: Eastern Asia, island chain between the North Pacific Ocean and the Sea of Japan, east of the Korean Peninsula.

• Coastline: 29,751 km

• Climate: Varies from tropical in south to cool temperate in north

• Terrain:

Mostly rugged and mountainous

People: Japan• Population: 127,417,244

• Age structure: 0-14 years: 14.3%

15-64 years: 66.2%

65 years and over: 19.5%

• Median age: Total: 42.64 years

Male: 40.87 years

Female: 44.44 years

•  Population growth rate: 0.05%

• Birth rate: 9.47 births/1,000 population

• Death rate: 8.95 deaths/1,000 population

• Religions: Observe both Shinto and Buddhist 84%, other 16% (including Christian 0.7%)

• Languages: Japanese

• Literacy: age 15 and over can read and write

Total population: 99%

Japan’s changing alcoholic beverage consumption

DEMOGRAPHIC BREAKDOWN OF JAPANESE ALCOHOLIC BEVERAGE

CONSUMPTION

Geographical breakdown of Japanese alcoholic beverage consumption

• Most wine in Japan is consumed in major urban areas, with more than 60 percent of premium wines consumed in Tokyo alone.

• 70 percent of the total population lives outside of the Tokyo area. Cultivating those outside areas for wine is important and effective for further market expansion

PREFERABLE WINE

RIVALRY IN JAPAN

• UNITED STATE

• FRANCE

• ITALY

• CHILE

• GERMANY

• AUSTRALIA

• SOUTH AFRICA

• ARGENTINA

MARKETING STRATEGY

• Strong market research.• Expertise in Winemaking.• Proficiency in technology utilization.• Knowledge about the regional languages.• Recruitment of consultant and an expert

to handle exporting.• Selection of a distributor, who has

already sold the export material.

• Pricing Strategy Competitive basis. Well supported by current level.

• Promotional Strategy Promotional pricing. Advertising in consumer magazines. Reviews in lifestyle publications. Wine testing. Other traditional marketing activities

Difference between home and target market

• Reason of difference

1.Quality-conscious consumers.

2.Highly driven by the reputation of a brand.

3.Strengthening of JAPAN against the INDIAN currency.

4. Fierce competition from local brands

EXPORT MEDIUM

• AIRWAYS Narita International Airport

(Tokyo area)

Kansai International Airport (Osaka/Kobe/Kyoto area)

Chubu Centrair International Airport

(Nagoya area)

WATERWAYS:1,770 km (seagoing vessels use inland seas)

Ports and terminals: Chiba, Kawasaki, Kiire, Kisarazu, Kobe, Mizushima, Nagoya, Osaka, Tokyo, Yohohama

 

Merchant marine: Total: 702 ships (1,000 GRT or over) 10,149,196 GRT/12,680,544 DWT

By Type: Bulk carrier 136, cargo 29, chemical tanker 23, container 13, liquefied gas 53

 

DISTRIBUTION CHANNELS

• Nearly three-fourths of all wine consumed in Japan is sold at Retail; the remainder moves through;

• Restaurants

• Food service outlets

• Bars and others.

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