Victoria Matheu Delgado 22 September 2017 Introduction to Paladar - - PowerPoint PPT Presentation

Victoria Matheu Delgado 22 September 2017

• Introduction to Paladar

ar Wines es

• A True Value Proposition
• Target Segment
• Path to Purchase
• Competition
• Marketing Mix
• Questions

Provenance

• San Francisco

Bay area

• White and red

grapes harvested producing 2 fine wine types

Established

• Year 2000
• Venture

Capitalist with a passion for fine wine

• Small family

business

Method

• Uses a similar

process to the traditional Georgian clay jar method recognized by UNESCO

Markets and Future Expansion

• USA, South

America and Western Europe

• Potential:

Eastern Europe and Middle East

References: http://georgianwinesociety.co.uk/

For the Georgian market, is a wine (or gvino) that, unlike others, offers a distinct consumer experience. is the perfect fusion of vintage grapes, bringing exquisite palate experiences when consumed with pulses and stews. This makes the perfect accompaniment to a Tamada-presided supra serving delicious Georgian cuisine such as lobio, chakapuli and shkmeruli, among others.

Photos courtesy of: Georgian Journal (2014) References: Top 10 Georgian foods and drinks (2014)

Demographic: Wine consumption of this type of product concentrates around T’bilisi, Batumi, Kutaisi and other major cities and suburban areas. Lifestyle: Widespread consumption of wine Usage: Everyday and special occasions

References: Identifying market segments and selecting target markets (n.d.) Georgia guide (n.d.)

’s Target Segment is the city and suburban upper middle income buyer based on researched high consumption patterns of food and beverage.

Television

Ads on:

• wwiTV

.com

• 1TV and 2TV
• Imedi TV
• Kavkasia TV
• Maestro
• WineLibrary.tv

Internet and social media

• Recommendation

is the best advertising

• Winery tourism

(e.g. winerist.com)

• WineLibrary.com
• Cork’d
• Vintank
• Conventional

social media: Facebook, Twitter, LinkedIn

Mail Order

• Specialist wine

magazine distribution via the Georgian Wine Society (http://georgianwi nesociety.co.uk/)

Direct Purchase

• Local supermarket

chains: Fresco, Smart and 2 Steps

• Fast-growing

chains: Carrefour and Spar References: TV channels from Georgia (n.d.) Georgia: retail market report (2014)

Tsinandali Akhasheni Kindzmarauli Saperavi Tvishi

References: http://georgianwinesociety.co.uk/ The most famous Georgian wines (2013) Top 10 Georgian foods and drinks (2014).

is up against well-established and strong local contenders. The southeastern region of Kakheti produces 70% of Georgian wine

Gamarjoba Georgia

Product A unique gvino that is a true delight when mixed local pulses and stews Price Competitively priced at 17 Lari per bottle, Paladar ladar makes an affordable table wine Place Exclusive distribution to local front-runners Fresco, Smart and 2 Steps

• supermarkets. Selective

distribution in Carrefour and Spar. Promotion Intensive TV ad campaigns as most popular entertainment vehicle References: http://georgianwinesociety.co.uk/ The most famous Georgian wines (2013)

References (1/3)

Croxton, J. (2017, March 1). Marketing strategy presentation ideas – plan out the right approach. CustomShow. Retrieved from https://www.customshow.com/marketing-strategy-presentation- ideas-that-work/ Georgia country profile (2017, May 18). BBC News. Retrieved from http://www.bbc.co.uk/news/world-europe-17301647 Georgia guide (n.d.). Commisceo Global. Retrieved from http://www.doingbusiness.org/data/exploreeconomies/georgia Georgia: retail market report (2014). Colliers International. Retrieved from http://fund.ge/uploads//Georgia%20Retail%20Market%20Repo rt.pdf Identifying market segments and selecting target markets (n.d.). Management Study Guide. Retrieved from http://managementstudyguide.com/identifying-market- segments.htm

References (2/3)

Social media marketing for the wine industry (2013, July 18). Silicon Valley Business Journal. Retrieved from https://www.slideshare.net/mobile/earthsite/social-media-for- the-wine-industry-silicon-valley-business-journal The marketing mix (n.d.). Retrieved from http://marketingmix.co.uk/ The most famous Georgian wines (2013, October 18). Alltop10. Retrieved from https://alltop10.org/en/top-10-samyie- izvestnyie-gruzinskie-vina/ Top 10 Georgian foods and drinks (2014, August 14). Georgian

• Journal. Retrieved from

https://www.georgianjournal.ge/georgian-cuisine/27995-top- 10-georgian-foods-and-drinks.html TV channels from Georgia (n.d.). wwiTV .com. Retrieved from http://wwitv.com/television/80.htm

References (3/3)

Wine market in Georgia (2014, December 24). Caucasus Business

• Week. Retrieved from http://cbw.ge/economy/wine-market-in-

georgia/