what we do at portugalwines.org

© 2008, Fast Change Lda. Tel: (+351) 918-669-741 E:[email protected] of 4

PortugalWines™ A New Marketing Body Promoting

Portugal’s Fine Wines in the U.S. Marketplace


DESCRIPTION

We represent an exclusive group of top Portuguese wine producers and promote their brands and wines in the United States market using:

Branding Consumer Marketing Advertising Public Relations Merchant Relations Internet Promotion

WHAT WE DO

We serve our Clients in the United States by:

Assisting Client in entering the U.S. market and obtaining an importer Promoting Client’s wines to consumers in the states where they are sold Creating a word-of-mouth buzz about the Client’s wines Locating additional importers and distributors for the Client Consulting Client on ways to increase market share.

WHO OUR CLIENTS ARE

Our Client base comprises of top Portuguese wine producers who:

Produce at least a total of 150,000 bottles a year. Already export to other European countries. Already export to the U.S. or interested in entering the U.S. market Have a capacity to increase production by at least 25 percent.

WHO WE ARE

Principal Organizer, Fast Change Lda.

Management & Sales Consulting Firm based in Carcavelos, Portugal. Over 25 years of management and sales management experience. Built two multi-national, million-$ businesses with offices across the EU. Owns and operates personnel selection brand eezee Select.

U.S. Partner, Sherman & Perlman LLC:

Integrated PR & Marketing Firm in Boca Raton, Florida, USA. Specializing in the food, health and construction fields. Over 35 years of combined PR and Marketing experience. Portfolio available online at www.shermanperlman.com


PROGRAM COMPONENTS

The top main components of the PortugalWines program:

Portugal, The California of Europe™: The pivotal branding approach of the campaign. It will compare the location, soil conditions, and weather of Portugal with California, the most familiar and respected wine region for Americans.

The PortugalWines Bottle Label: Create a recognizable label that will be placed on the wine bottles of each Client in the U.S. and create a “virtual shelf” for PortugalWines labels in retail stores.

Mass-Market Consumers: The program will target the mass market rather than the traditional “Saudade” market. PR will focus on the mass media that reaches the average wine consumers in the major metropolitan areas.

Market Research: Conduct focus groups with average wine

consumers to obtain feedback on wine tastes, labels, preferences and descriptions. As well, gather samples of competing top-selling wines in the U.S. which are comparable to the wines produced by PortugalWines Clients.

Merchant Marketing: Reach out to importers, wholesalers and distributors using direct marketing methods, such as telemarketing, newsletters, and direct contact, and solicit them to carry PortugalWines brands.

Print & Online Catalogs: Publish web-based and print catalogs showcasing the PortugalWines Clients and their wines, including where the wines can be purchased in the U.S.

Drive Retail Sales: Use PR and Marketing in coordination with the client’s importer to target the geographical areas where Client’s wines are sold and generate retail sales.


PROGRAM OPTIONS

Feature Description

Phase 1: Market Entry

Phase 2: Consumer Promo

Phase 3: Consumer & Trade Promo

Design the PortugalWines brand bottle label and offer Client labels to add to bottles sold in the U.S.

Conduct focus groups with average wine consumers in the U.S. in order to obtain market research

Port

ugal

Win

es

Bran

ding

Consult Client about wine names and label designs for the listed wines to be sold in the U.S.

PR for the PortugalWines label in the mass-media consumer media and trade publications

Solicit celebrities of Portuguese descent to promote PortugalWines label

Port

ugal

Win

es

PR &

Adv

ertis

ing

List Client on select PortugalWines advertisements in print and online

Showcase Client on Website with company description, history, and contact information

Web

Site

Display each Client wine on the Home page and on the detailed page with a photo and description

Create informative fact sheets about the Client’s wines for potential U.S. importers

Contact importers directly and solicit them to carry client’s wines

Impo

rter

So

licita

tion

Refer interested importers to the client and assist with dialog. (We will not be involved in negotiations.)

Develop high-impact news stories and press releases for the client’s wines

Submit releases to the target media in the areas where client’s wines are sold

Follow up with the media to obtain coverage commitment and answer inquiries

PR fo

r Clie

nt’s

Win

es

Post any news releases or media coverage on the Website’s press center

Spread positive word-of-mouth in the area where Client’s wines are sold

Drive Website visitors to the shops where they can buy Client’s wines

Prom

otio

n of

C

lient

’s W

ines

Showcased Client and wines in the glossy catalog for consumers, wine shops, and media

Contact distributors and wholesalers with info and samples of client’s wines

Solicit new outlets of distribution to carry Client’s wines and refer interests to client or to U.S. importer

Mer

chan

t M

arke

ting

Continue to expand Client’s market share through promotions in existing states and entering new states

Rates Base Annual Rate with 2 Wines Listed

Starting at €7,600.00/yr



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