cape vines seminar

Cape Vines SeminarMarketing: Export or Local?

Presented by Koos Jordaan

Introduction

• There is no simple answer

• The perception of Export amongst SA trade/consumer is negative

• Every market should be critically evaluated

South African Market: Obstacles

• Relatively small• Not a wine culture: Trade or Consumer• Distribution costs expensive• Limited distribution options• Market flooded• Excessive Marketing costs

South African Market: Benefits

• Local is Lekker• Own address• Potential of growth• Easy packaging• Little import brands

International Markets: Obstacles

• Costly to develop• Complicated distribution structures• Complicated packaging requirements• Takes time

International Markets: Benefits

• Professional trade• Volume capacity

UITVOER PER LAND (VERPAK)

LAND AANTAL KISTE

2004

AANTAL KISTE

2005

% ±

2005/2004

VK

NEDERLAND

SWEDE

DUITSLAND

VSA

DENEMARKE

KANADA

BELGIë

FINLAND

AFRIKA

9 761 058

3 716 409

1 778 340

1 642 835

857 587

560 741

569 840

431 643

428 944

307 583

8 702 851

3 185 931

2 223 276

1 747 578

1 112 622

728 643

724 295

505 341

394 407

312 438

-10.8

-14.3

25.0

6.4

29.7

29.9

27.1

17.1

-8.1

1.6

International Markets: Benefits

• Vast selection of markets• Joint marketing spend

Which Market: What to do?

1. Define who your are:

PositioningWhat makes you special (USP)

Target market

2. Do your homework

What does market want? Can I meet that? Who is my partner?

Which Market: What to do?

3. Every market is different:

Taste preferences

Packaging preferences

Trading expectations

4. Always stay prepared:

Listen

Observe

Ask

Cape Vines Seminar

Thank You!