presentation wines - presentation skills

8/19/2019 Presentation Wines - Presentation Skills

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Group Blue 3

Lucia ColomboKonrad JakubowskiSunil Kumar

Jaime Rodriguez LarrainVirve Tulamo

Wine industry:Wine industry:Premium sparkling wine segmentPremium sparkling wine segment



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Defning the market

• Premium sarkling wines! C"amagne and #ranciacor$a• #ranciacor$a wines are %re&uen$l' comared $o remium cuv(es o% C"amagne due

$o $"e same comle) roduc$ion me$"od *+c"amenois, me$"od• .o$" $arge$ educa$ed cus$omers wi$" economical and social "ig" s$andards• #ranciacor$a/ in nor$"ern 0$al'/ is a small region coun$ing 1 roducers

• 3ain la'ers! .ellavis$a/ .erlucc"i/ and Ca4 del .osco• C"amagne region/ $"ere are 5/ roducers and o$"er 15/ growers

• 3ain la'ers! 36e$7C"andon/ .oizel-C"anoine/ Vranken Pommer'/ Lauren$-

Perrier



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Cost Structure

Grapes-wned Wine

Producers

Land

9ine-'ard 3ain$enance

S$orage 7 #ermen$a$ion

.arrels

Grapes-Procurement Based Wine

Producers

.o$$les

Packaging

Cork

Transor$

:raes

.o$$les

Packaging

Corks

Transor$

!aria"le Cost

#i$ed Cost

thers3arke$ing and .randing 3arke$ing and .randing

9ine-'ard 3ain$enance

S$orage 7 #ermen$a$ion

.arrels



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Demand dri%ers

• <emand %or remium sarkling wines mainl' driven b'!• Cus$omers increasing economic and social s$a$us• =wards• Celebra$ions

• <emand rice elas$ici$' o% remium sarkling wines! %airl' "ig" *lu)ur' good• Price elas$ici$' wi$"in remium sarkling wine marke$ var' be$ween segmen$s wi$"in

$"e remium marke$> rice elas$ici$' be lower %or $"e ul$ra-remium roduc$s• ?l$ra-remium roduc$s! rice elas$ici$' is zero•

C"amagne and #ranciacor$a as $"e $wo ca$egories come$ing in $"e remiumsarkling wine marke$• =s$i/ Lambrusco and Prosecco are not su"stitutes: do no$ osi$ion wi$"in $"e

remium segmen$• <emand growing in ?S= and Jaan/ decrease in @uroe


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Competiti%e Situation

&hreat o' new entrants•.arriers o% en$r' A0:A•Vine'ards!"ig" land rices and

limi$ed geogra"ical areas•Consor$iums con$rol Bnalroduc$s4 &uali$' 7 &uan$i$'•<is$ribu$ion 7 re$ailing c"annelsdicul$ $o en$er•Aig" en$r' cos$s roduc$ion andbrand building•@conomies o% scale

Su"stitutes

T"ese graes do no$ "avesubs$i$u$es

(ndustry )i%alry

Limi$ing rivalr'! oligool' o%#renc" c"amagne and#ranciacor$a roducers

Buyers power

•@nd cus$omers! an'•Re$ailers! some *likel'on remium +low end,roduc$s

Suppliers power

0n case la'ers do no$"ave in$egra$ed wine

roduc$ion! winegrowers "ave "ig"

bargain ower


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Conclusions

• 3arke$ is growing $oge$"er wi$" economic grow$" increased demand %rom ?S/ Jaan and C"ina

• Aig" barriers $o en$r'/ eseciall' $"e limi$ed land/ ro$ec$s %rom come$i$ion bu$also se$s a limi$ $o $"e grow$" oor$uni$ies o% $"e e)is$ing la'ers

• @conomic slowdown in @uroe will con$inue $o "ur$ $"e la'ers w"ose main marke$is @uroe

• #ranciacor$a is growing $"roug" e)or$a$ion• Comanies will need $o grow and imrove roB$abili$' b' diversi%'ing roduc$s/

ra$"er $"an leveraging on volumesS$rong brands/ bo$" $erri$orial and individual/ allow $o c"arge remium rices/con$ribu$ing $o $"e roB$abili$' o% $"e business



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