Marketing Internationalization PlanFor:

Azienda Agricola Marco Sambin

International Marketing 9cfuE. Di Maria

Made by:Bozza Andrea matr. 1105624Brunelli Alice matr. 1105818Martini Alberto matr. 1106826

PART 1.Introductive Presentation

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

History

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.

2002

Collaboration with BusattoGuido (agronomist and oenologist), Sinigaglia

Loredana (farmer), GrosoliBarbara (communication and marketing area) and

Marco’s son Davide(international trade area).

The Winery firm was born in 2002

from a passion which comes from Marco

Sambin.

The First wine thatcomes out from the winery is MARCUS

Today

Sustainability and MissionMISSION:” 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

1. The respect and passion for the land and nature;

2. A strong links between family traditions;

3. A priority to quality over quantity.

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:

ProductsMARCUS

ALTER 2013

LE FEMINELLE

LIMITED EDITION COMPOSED BY 3 WINES

ISABEL

MARTHA

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

PART 2.International Strategy

Plan

Preliminary analysis• Markets already served by Sambin

Farm• Markets that can be a GOOD

OPPORTUNITY

Deepening Analysis

Analysis of CompetitorsGermany Italy France

The area of Baden The area of Valpolicella The area of Bordeaux

S-T-P Strategy

• Germans prefer the quality overthe quantity, the trend of sales is68% for quality wines and 32% for notquality wines

• The consumption of wine is higher forpeople in the range of 30-60 ages

• Young people prefere other types of alcoholicproducts

• The Marcus’s target is the range between 35and 64 ages

Strategy of Positioning:

1 B2B Strategy2 B2C Strategy3 E-Commerce, Web Strategy

Strategy of Positioning:Some Clarifications:• A Standadized approach

for what concerns the product (exploit the country-origin effect)

• A modification in the packaging: a wooden box thatrecalls the natural way to produce biologicalwine

• An Increase in Price for highlight the quality of Marcus.

1)B2B Strategy: FairsThe Goals:1. To meet future buyers2. To increase the presence in the B2B market3. To promote the Marcus’ wine and to convey

values and traditions of made in Italy

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 lifestyle3. To comprise the value and the tradition of italian wine

and food

B2C Strategy: partnership with SPA and Sambin

The idea is to developan agreement with owners of SPA “Euganei” whichpropose 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

B2C Strategy: Travel Package

E-Commerce & Web StrategyAbout E-commerce we have thought about two alternatives

Lean on Vinila WebsiteLESS

EXPENSIVE

MORE EXPENSIVE Add on the Actual Web-site an

E-commerce Area

E-Commerce & Web Strategy (2)

Increasing the Timing ofPubblication using alsoenglish language in thepost and not only Italian

Thanks for your Attention