Azienda Agricola Marco. Sambin

Transcription

1 Marketing Internationalization Plan For: Azienda Agricola Marco International Marketing 9cfu E. Di Maria Sambin Made by: Bozza Andrea matr Brunelli Alice matr Martini Alberto matr

2 PART 1. Introductive Presentation

3 What we are going to do: 1) A Description of the Farm, its activity, its Mission and Its actual Strategy 2) Our Proposal of a Internationalization Marketing Plan in a foreign market

4 History 2002 Today The Winery firm was born in 2002 from a passion which comes from Marco Sambin. Marco Sambin is able to reconcile the love for Wine with the love for the teaching activity (professor of Psychology at Padua University). He started to produce a wine without compromises, natural and biological. Collaboration with Busatto Guido (agronomist and oenologist), Sinigaglia Loredana (farmer), Grosoli Barbara (communication and marketing area) and Marco s son Davide (international trade area). The First wine that comes out from the winery is MARCUS

5 Sustainability and Mission MISSION: To produce a natural and uncompromising wine which is able to speak to the spirit and to seduce the palate All this has been possible thanks to the typical Mediterranean environment and perfect terroir Professor Marco Sambin and oenologist Guido Busatto have created a wine that inspires people involved in the production to a pursue a tradition of avant-garde Corporate vision achieved thanks to three standards: 1. The respect and passion for the land and nature; 2. A strong links between family traditions; 3. A priority to quality over quantity.

6 Products MARCUS LIMITED EDITION COMPOSED BY 3 WINES ALTER 2013 LE FEMINELLE MARTHA ISABEL

7 Actual Communication and Strategy The actual communication and strategy is: The using of social network The partecipation in fairs and wine tasting The creation of taste events in Sambin s farm Actually Marco Sambin exports in

8 PART 2. International Strategy Plan

9 Preliminary analysis Markets already served by Sambin Farm Markets that can be a GOOD OPPORTUNITY

10 Deepening Analysis

11 Analysis of Competitors Germany Italy France The area of Baden The area of Valpolicella The area of Bordeaux

12 S-T-P Strategy Germans prefer the quality over the quantity, the trend of sales is 68% for quality wines and 32% for not quality wines The consumption of wine is higher for people in the range of ages Young people prefere other types of alcoholic products The Marcus s target is the range between 35 and 64 ages

13 Strategy of Positioning: 1 B2B Strategy 2 B2C Strategy 3 E-Commerce, Web Strategy

14 Strategy of Positioning: Some Clarifications: A Standadized approach for what concerns the product (exploit the countryorigin effect) A modification in the packaging: a wooden box that recalls the natural way to produce biological wine An Increase in Price for highlight the quality of Marcus.

15 1)B2B Strategy: Fairs The Goals: 1. To meet future buyers 2. To increase the presence in the B2B market 3. To promote the Marcus wine and to convey values and traditions of made in Italy

16 2) B2B Strategy: agent in loco The Goals: 1. To search possible buyer such as italian restaurant and winery 2. To propose some image that evokes the italian lifestyle 3. To comprise the value and the tradition of italian wine and food

17 B2C Strategy: partnership with SPA and Sambin The idea is to develop an agreement with owners of SPA Euganei which propose a visit in Marco Sambin Farm The Goals: 1. To exploit the proximity to Euganei SPA To raise the awareness of Marcus To increase sells and exports

18 B2C Strategy: Travel Package

19 E-Commerce & Web Strategy About E-commerce we have thought about two alternatives Lean on Vinila Website LESS EXPENSIVE MORE EXPENSIVE Add on the Actual Web-site an E-commerce Area

20 E-Commerce & Web Strategy (2) Increasing the Timing of Pubblication using also english language in the post and not only Italian

21 Thanks for your Attention