7. @jonasdemaere
THE BELGIAN WINE MARKET
MARKETING MIX
THE WINE MARKET
BELGIAN WINES
Place
95% of sales in supermarkets
5% in specialized wineshops
0,1% of the market volume
Price
94% of wines sold are below €7
Average price €11
(cheapest wine €7)
Product
French wine dominates
Belgian wines are unknown
Promotion
Hughe promotional budgets
No promotional budgets at all
• How do we reach the consumer?
• How do we justify the price?
• What about the quality (style)?
• How do we promote Belgian Wines?
10. @jonasdemaere
THE MARKETING MIX
Nice product
• small volumes
Shifting consumer trends
• terroir and sustainability
Market competition
• wines from other countries
Expensive
• €11 euro
Quality
• important
Differentiation
• Price/Quality ratio
Product
Price
Educate the
consumer
Place
Belgian Wines
• shop and webshop
Wineries
• competitors and
suppliers
Restaurants
• sommeliers
Promotion
•Best Belgian wine competition
•Workshops, tastings
•Build legitimacy
•Restaurants (sommeliers)
11. @jonasdemaere
HOW TO DEVELOP YOUR BRAND
The importance of
THE PLACE VS THE BRAND
1.
Have a brilliant idea
if you didn’t have a brilliant idea you wouldn’t be at #WBIS
2.
Understand your market
price, volume, consumer, …
3.
Decide how you are going to build your brand
what are you exactly going to sell?
4.
Find which marketing mix fits your brand
price, distribution, promotion, …
5.
Believe in what you are doing
identify yourself with your brand
12. @jonasdemaere
THANK YOU!
Dr. Jonas De Maere
+32 498 32 83 37
jonas@belgianwines.com
Belgian Wines Ltd.
Kapelstraat 3 – 9120 Melsele, Belgium
www.belgianwines.com
@jonasdemaere @BelgianWines
BelgianWines.com
@belgianwino
Notes de l'éditeur
Denmark first
Promotion budgets.Not the government (marginalindustry), not the wine makers (constant investments = growing), notBelgianWines
What is BelgianWines2006 Webshop : selection of BelgianWinesSales, distribution, promotionWe account for 10% of the market of BelgianWines
How does BelgianWines Ltd. Operates
Some take away points.Tussen 1 en 3 raken heel veel mensen verloren.Maar om 3 te doen moet je nadenken over 4