Project Marketing France: Concept Paper

Developed by: Renato Elenes, Stanislav Baciu, Felix Neuhaus, Dudley Fairbrass.

Task:
In our Marketing Project France seminar we had the task to create, develop and present a
marketing strategy for the winery Edmond de Rothschild. The aim of the strategy was to push
5 of Rothschild’s wines into the gastronomy market in Germany, thereby expanding their
customer database and increasing the range of products sold to existing customers. A budget
of 50,000 € was allocated to cover the costs of activities required to implement the strategy.

The Strategy:

To use multiple, established, organized public events, alongside pre and post event
activities, in order to advertise and present Rothschild products (5 Wines). A selective
S group of on-trade members will be targeted in an attempt to convert them into
customers or to increase the range of our products they possess.

Success would be measured as a percentage of on-trade members which participated

M over those which became customers. 20% = Success.

The strategy can be achieved through:

Research, evaluate the German market to understand Germany’s situation towards

wine.

Research, identify the Brand values of Edmond de Rothschild.

Identifying which on-trade members would be suitable to target and how and for what
reasons they could be segmented.

Determine roughly the overall costs and how this relates to our budget in order to
A understand which events and activities would be realistic to apply.

Select, create, develop and implement social media platforms to increase brand,
product, and event awareness.

Research, evaluate, select and participate in various gastronomy events spread out
throughout Germany.

Develop realistic methods of approaching each segmented group after the event in
order to follow up on their views and attempt to convert them into new customers or
increase their range of products sold to existing customers

This project is relevant because it is in Rothschild’s interest to gain new customers within
R the German Market, one the biggest importers of wine in terms of value.

T Sales made end of July.

The German Market:
We asked ourselves what was happening within the German market that might influence or
support our Marketing strategies:

According to the “OIV 2017 report on the world vitivinicultural situation” and the Deutsches
Weininstitut report “2017/2018 Deutscher Wein Statistik”, the following statistics are true:

 Germany is the third biggest importer of wine in the world (in terms of value) (2.5b€) ↑
 Germany is the number one importer of wine in the world (in terms of volume) (14.5mhl) ↓
 Germany is the fourth biggest consumer of wine in the world (8.1%) ↓
 France is the second biggest wine import country for Germany (in terms of Value) (671m€)↓
 France is the third biggest wine import country for Germany (in terms of volume) (2.1mhl)↓
 France is the third biggest wine exporter in the world (in terms of volume) (14.1mhl) ↓
 France is the number one wine exporter in the world (in terms of value) (8.2b€) ↑
 French wines are the third most consumed wines in Germany

These statistics show us that:

German consumers are very interested in wines from foreign lands as shown by their import status in
both value and volume. They show us that German wine consumption in general is high as shown by
their consumption ranking. French wines hold a particular importance for wine consumers in Germany
as shown by the position of French wines as imports into Germany, in terms of value and volume, and
there consumption ranking.

Germany continues to increase the amount of annual imports in terms of value showing a healthy
demand for the foreign wines. France continues to increase the amount of annual exports in terms of
value showing a healthy worldwide demand for French Wines.

Internationally France holds a strong position in the wine industry, as present in there rankings of
exports in terms of both value and volume.

Brand Values:
In determining how to present our brand and products we researched what else Edmond de
Rothschild has outside of the 5 wines.

Edmond de Rothschild business include:

 Wineries in France (Bordeaux), New Zealand (Marlborough), South Africa (Franschhoek),

Argentina (Mendoza).
 Partnerships within the wine market including ‘Champagne Baron De Rothschild’ (Champagne)
and ‘Macan Clasico’, Macan (Rioja).
 Hotels including ‘The Domaine Du Mont D’Arbois’ and ‘The D’Arbois Hotels’.
 Restaurants including ‘The Mont D’Arbois Resturants’ and ‘le 1920’.
 Business/assets related to nature including ‘The compagnie Fermiere’, ‘The Pepinieres De
L’Ambre’ (rare plant nurseries), Gardens for each Edmond de Rothschild properties, ‘The
Beehives’ (honey production).
These businesses present certain qualities of Edmond de Rothschild which could be used to persuade
potential customers to partake in trade with us, such as:

 That we are reliable and professional and successful.

That we are innovators, focused on expanding and have a keen knowledge of trends and
interest around the globe.
That we are more than just wine, that we offer other potential opportunities/products other
than our immediate products.
That we have a broad network/scope of potential advertisement opportunities.

To use established, organized events throughout Germany in order to present our products.

What is our goal?

To acquire new customers.

To bring additional products to existing cutomers.

Who is our target group?

Both new and existing customers within the on-trade business in Germany.

Supported by both pre and post-event activities.

due to the fact that it is one of the biggest markets for wine in the world.

Furthermore, the German gastronomy market still has a lot of room for high priced premium
wines because they only make up a small portion of the total wines sold within Germany’s on-
trade market.
Briefly said, our approach is to go to various already established gastronomy events all over
Germany in order to make contact with active customers of Wein Wolf to offer them these
wines, but most important is to gain new customers from different regions of Germany.

The Strategy:

1. Identify target group: high class and premium restaurants, hotels and bars throughout
Germany.
2.
3. Use social media platforms Facebook & Instagram to increase brand, product and
event awareness to gain followers and further recognition due to its low costs and
precise targeting possibilities.
We are going to achieve our goals by following the next action steps:
a. Goal 1 : Increasing Brand Awareness
Step 1 - Create official Baron Edmond de Rothschild profiles on Instagram and
Facebook.
Step 2 - Fill the pages with high-quality content (photos, videos, posts)
Step 3 - Increase the audience to 10.000 followers / subscribers by using native
Instagram and Facebook ads and paid posts by influencers in the niche.
 Step 4 (on-going) - At this point the social media pages will become assets which could
be used for promoting company’s products, events and brand values.
b. Goal 2 : Increasing Product Awareness
Step 1 - Posting content about the 5 wines we have to promote on the pages we have
already created
Step 2 -
b. Stage 3: Share event information, use influencers within our target group to be
promoted on their pages, as well as ideally be announced by the events’
official profile
3. Attend various gastronomy events spread out through Germany focusing on
INTERNOGA in Hamburg and INTERGASTRA in Stuttgart.
b. Set up a stand where we will sell and promote the wines. Acquire TV’s to
display images of the winery, vineyards and the Rothschild family to create an
attractive image for the customers.
c.
d. Have students at the event wearing a branded t-shirt to relate their positive attitude
to our brand when they talk to people in order to turn those emotions to sales at the stand.
e.
1. Follow up the event by sending Segment A a survey via email to gather their opinion
about our stand at the event as well as to attempt to make the sale of the wines with the
following questions.
. Did you visit us at the event?
a. How satisfied were you with our stand at the event?
b. Did you enjoy the wines provided by Edmond de Rothschild?
c. What wine did you enjoy the most?
d. Are you interested in acquiring one of these wines for your business to sell?
1. Follow up the event by sending segment B the same survey as we did to segment A
with one additional question which is.
. Why have you been inactive for the past year?
2. Contact segment C to arrange a visit at their place of business to make the sale or a
tasting to create a positive working relationship.
3. Follow up social media pages by searching hashtags related to the event and
Rothschild. Upload best pictures, pictures with our best clients taken by the photographer, as
well as pictures taken by visitors with their permission.

Our hypothesis is that if everything goes according to plan and the performance is good
during the gastronomy events, specifically INTERNOGA and INTERGASTRA, we may acquire
from 50 UP to 100 new clients. However, success for us will be if we have a conversion rate of
20% during the events from unexisting/inactive customers to active customers.

Budget overview:

We were given a budget of 50 000 €, which we spent on the following things.

Total Budget 50,000€

Rent for stands at events -12,630€

Stand equipment -1,911€

Staff salary -15,300€

Social media promotion -5,000€

Post-event wine -2,850€

Total spending 37,691€