vinexus consulting power point presentation in barcelona winter school cett

CETT BARCELONA TOURISM WINTER SCHOOL 2012

Mediterranean Culinary Arts: Building Business Competitiveness

Vinexus is a Consultancy specialising in

Promotion

Communication

Commercialization

Of enogastronomical and touristic products.



Vinexus Consulting

We work on helping to transform agricultural food resources into

marketable tourist products.



Why was Vinexus launched?

An opportunity was detected: •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•The tourist sector would be helped in the creation of an attractive, unique and differential tourist offer. • The agricultural food sector would be helped in opening a new trade channel (direct selling) and new marketing opportunities.



The agricultural food small industry:

High atomized and fragmented small industries, much more depending on

individuals than on trade entrepreneurship..



• Marketing: (Most agricultural food product is sold in large commercial areas, where smallholders can hardly access)

• A few points of sale are available for smallholders.• The Horeca channel is experiencing a decreasing sale trend.

Current issues in the agricultural food small industry



We conclude that:•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.•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. •A partnership between tourism industry and local trade (food production, trading and catering trade) is today a great opportunity to enhance both sectors•New promotion and communication strategies are today essential



The tourist sector Tourism is the key element for economical local development Gastronomic tourism must be the gateway to our territory Gastronomy and catering are the most valued experiences by

tourists Agricultural food resources, the catering industry and the

landscape associated to farming are tourist local highlights in agricultural areas.

The catering industry acts as a hinge between tourism and agricultural food small industry.



Gastronomic tourism is the essential element in tourism development. This implies that is has to be enhanced as a tool for promotion and communication:•Fostering the uniqueness of the territory and the diversity of its products (task to be develop by all commercial agents in the tourist destination)•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.



Gastronomic tourism

Is an opportunity for ecomomical development of producers, traders and catering industry

Is an opportunity for local tourist development



Setting a new value chain between agricultural food industry and tourism industry.

1. Producers2. Traders3. Chefs4. Tourist agents



Identifying the need of a new way of working

Vinexus acts as mediator •between agricultural food agents and tourist agents

•between private enterprise and public administrationSearching to seal a common strategy.



Cross-curricular work between agricultural food sector and

tourist sector

• Copartnership between companies as the key element to start enhancing tourist and gastronomic development projects

• Institutional copartnership between the several civil services in the area: City council, county council, provincial council...

• Interdepartamental co partnership: Agriculture, Tourism and Trade.



Working shoulder to shoulder, getting results

Creating a

COLLECTIVE IDENTITY

to dinamize coordinated projects



Several operating areas• Territorial cohesion• Products creation• Agents training in core competencies• Communication and promotion• Marketing• Sustainability and corporate social responsibility



Territorial cohesionWorking shoulder to shoulder = the key to successJoining the several local agents to work in partnership•Together facing one direction•Together facing one single aim

DES

TIN

ATIO

N accommodation facilities, internal transport services, bars, restaurants, tourist services companies, trade, agricultural food industry facilities, wineries, tourist resources, local festivals.....



Essential strategical issues for agricultural food small handlers and traditional

producers.

• Creating lobbies or associations to protect common concerns• Setting business operations and partnerships. • Searching shared marketing policies.• Creating spaces for dialog to share each one’s know how .• Working shoulder to shoulder to create promotion and

communication strategies• Working as boosting agents in the destination.



Working shoulder to shoulder means:• An engagement of tourist agents and

agricultural food producers with their territory• Sharing knowledge and experiences among all

local agents (key element to set up sector innovation)

• Building a territorial identity, which is essential to dinamize common promotion and marketing policies.

A collective strategy to enhance common projects.



An essential goal: Competitiveness

Working in an everchanging culture

• A new market• A new way of thinking• A new business culture



The power of unions

Teamwork



Sensibilizando a los actoresFormando a los actoresCreando producto



Tourist Product Creation

Products that generate experiences



The creation of a tourist product

Is making someone experiencing something which

may be reproduced



What does Vinexus help to reach? The Creation of competitive, attractive and marketable

tourist products and services The Enhancing of the several agent’s facilities The designing of several services for each users profile. The delivering of a differential offer, with a value-added

differentiation The created product placement

.



We teach how to create experiences Building links with the user

Allowing the costumer to get involved in it Generating a connection between the costumer and

the brand Fostering an emotional connection



Tuna fish Tour in l’Ametlla de Mar



The local agents training«Cooking a tourist destination”:

Training program which consist on technical seminars, practicals and meeting points, where knowledge and experience sharing is facilitated.

Working in professionalizing the several agents:•Providing specialized technical seminars on marketing strategy development and communication.•Helping on the design and implementation of a tourist marketing program •Teaching the ICT, social networking and marketing strategies 2.0•Developing interactive workshops devoted to creativity and innovation.



Training program :

First seminar:“My product communication: I communicate, therefore I am.”Second seminar:“How to reach the customer with a limited budget.”Third seminar"2.0.Tools , my allies.”Fourth seminar:“E-commerce, our shop in the World.”Fifth seminar:“Tourism: a new business unit in our agricultural

food production facilities.“



Tourist services marketing?• Identifying market needs• Creation and market segmentation of tourism products.• Creation of marketing strategies• Setting a Selling Channel: direct marketing

(The sale by intermediaries: Traditional/On line)• The marketing of products through:

Implementation of flexible information, booking and marketing management systems.



My product Marketing? Opening the doors to the world

Tourist market operation•Tourism Market Structure: classical actors and their correlation •Tourism demand: motivations and expectations.•Tourist companies of mediation.•The ICT technology: matching the tourist offer to the costumers tastes and expectations.•The new tourist market: new actors and correlation between them.•How, where and with whom have I to associate to market my gastronomic services?



Specialised WORKSHOPSorganization

Working in marketing



“I communicate, therefore I am”• The communication skills are the key skills to the market

positioning• The communication skills are the unresolved matter for

many small and medium-sized SME. (most of them lack of an effective communication program)

• Vinexus fosters the development of communication campaigns in the SMM and developing 2.0 marketing campaigns.



Ch@nges in XXIc



"ICT's as new opportunities for our business"•

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.

The transmediaHow taking advantage of all this?



Wellcome to the 2.0. World

The TRANSMEDIA

Communication



The search for the actorsSetting selection criteriaBuilding online marketing toolsEnhancing the project



“Sustainability as corporate culture“Environmental Management and Social Responsibility: a challenge as well an opportunity for both tourism industry and enogastronomy.



Helping to guarantee the sustainable development of a destination: •implementing environmental and social efficiency measures in both agricultural food facilities and tourist companies.•Targeting the competitive advantages associated with the introduction of a work methodology related to CSR. (Corporate Social Responsability)•Creating more value with less impact: eco-efficiency.•Reducing resources consumption•Minimizing environmental impact •Reducing the carbon footprint


Mediterranean Culinary Arts: Building Business CompetitivenessThe dialog goes

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vinexus consulting power point presentation in barcelona winter school cett

Travel

agricultural food agents

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agricultural food smallholders

tourism industry

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