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W E L C O M E !

W E L C O M E !. Hawesko Holding AG. Corporate Mission Statement. To be the key player in the premium European retail wine market, building on strengths: in German home market, in database marketing skills, in product sourcing. Growth in the major wine markets.

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W E L C O M E !

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  1. W E L C O M E ! Hawesko Holding AG

  2. Corporate Mission Statement To be the key player in the premium European retail wine market, building on strengths: • in German home market, • in database marketing skills, • in product sourcing.

  3. Growth in the major wine markets • Higher number of wine consumers • More wine import activity • Increasing demand for premium wines

  4. Target segment of the Hawesko Group Mail order Specialty retailers > DM 7 per bottle Premium wines: ca. DM 2.9 bn* Price level Vineyards Food retailers and department stores Discount food outlets, ALDI * Source: macrom, 1999 and Hawesko Wine market in Germany Premium-wine segment is about 25% of DM 11.4 billion market

  5. Mail-order business Specialty wine-stores Wine wholesale and distribution • Trading names:- Hanseatisches Wein- und Sektkontor (founded 1964)- Carl Tesdorpf (founded 1678)- Winegate (internet)- The Wine Company- Le Monde des Grands Bordeaux • Target customers:high-income private individuals/ companies • Price segment:> DM 10 / bottle • Address database:approx. 700,000 • 2000e sales: ca. DM 188 m • Employees: 302 • Trading name:Jacques‘ Wein-Depot(founded 1974) • Target customers:private customers • Price segment:> DM 7 / bottle • Outlets: 190 with a continuous direct-mailing campaign targeting 400,000 customers • 2000e sales: ca. DM 143 m • Employees: 48Agency Partner: 144 • Trading names:- CWD Champagner Wein Distribution (founded 1986)- Wein-Wolf (founded 1981) • Target customers:Restaurants, caterers, shops • Price segment:> DM 10/ bottle • Address database: approx. 20,000 • 2000e sales: ca DM 119 m • Employees: 75 Hawesko Holding AG - Business lines

  6. Mail-Order Business

  7. Total German Wine Market Higher-quality Segment All German Mail-Order Businesses14% DM 405 million* Total German Wine MarketDM 11.4 bn* DM2.9 bn* Wines selling for overDM 7.00* per bottle DM 2.9 bn* Source: macrom (Cologne), 1999 *end-consumer prices including sales tax Mail-Order Wine Market

  8. Hanseatisches Wein- und Sektkontor HAWESKO 176 16 Brogsitters 14 LV. Kapff 13 Weinart Mövenpick Weinland 12 Savour Club 12 FUB 7 Alpina 6 Pro Idee 6 Bremer Weinkolleg 5 0 25 200 50 75 100 125 150 175 1998 sales to private customers in DM millions* Source: macrom (Cologne) 1999, Hawesko Main players in German mail-order wine Top Ten Mail-Order Distributors

  9. Market positioning: Mail-order • Price class: Premium / Superpremium • Extensive international product range with special emphasis on France • Colourful, glossy main catalog built around individual wines; frequent mailings • Price class: Ultrapremium • Extensive international product range with emphasis on Italy, France and Spain • Distinguished main catalog built around wineries and terroir; mailings in respectable intervals

  10. Market positioning: Mail-order • Competence center built aroundHanseatisches Wein- und Sekt-Kontor • Customer base with purchasing power and propensity towards luxury goods • Direct marketing systems- continual analysis and management of customer value base- niche targeting of sub-groups possible • Purchasing advantages- long, well-established relationships with producers- exclusive products • Productive use of data processing • Modern logistic systems

  11. Wine retail business

  12. Total Wine Market Higher-quality Segment DM130 mJacques' wine market excluding catering DM 11.4 bn* DM2.1 bn DM 2.1 bn* market share of wine specialty shops ca. 18% on DM value market share Jacques’ Wein-Depot: 7 % market share Jacques’ Wein-Depot: 1.5 % • Jacques´ is the market leader in retailing of high quality wines through specialty shops in Germany (in FY 2000 over 195 depots) *macrom (Cologne) 1999, plus estimates based on Geisenheim Wine Institute end-consumer prices based on 1998 figures including sales tax Retail Wine Market in Germany

  13. Market positioning: Jacques‘ wine shops • Type of franchise system with independent shop managers motivated by their stake in the shop. • Low cost structure because of location and simple shop fittings, limited opening hours. • Centrally coordinated location planning: demographic fit and convenience for motorists a must: 30 additional locations identified per year and in the planning pipeline for the next 3 years. • Medium- to medium-high price segment: lesser known wines and excellent value. All wines may be tasted before purchase. • International product range exclusive to Jacques’ in Germany with emphasis on France and Italy, increasingly Spain and New World wines. • Monthly mailings trigger regular visits to the local shop.

  14. Number of Depots Sales per Depot 165 148 in TDM 782 760 755 749 140 130 800 713 707 706 695 117 663 700 120 622 107 599 100 600 92 100 87 85 83 79 500 80 400 60 300 40 200 20 100 0 0 1999 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 Jacques’ history of growth In ten years, Jacques’ has doubled the number of shops and maintained productivity levels

  15. New openings per year Total number of shops Jacques’ Wein-Depot New openings on the increase

  16. Wholesale Business

  17. Wholesale segment Big wholesale players by turnover in DM millions Hawesko estimates, net of sales tax

  18. Wholesale segment • Product assortment based on specialties such as Taittinger, Torres, Antinori, which supple-ment the range of Hanseatisches Wein- und Sekt-Kontor • Sales representatives take care of over 5,000 top-flight restaurants • The best adress in Germany for eau-de-vie, designer bottles and special Italian wines • Product assortment based on that of Hanseatisches Wein- und Sekt-Kontor • Direct sales to over 5,000 caterers and specialist re-sellers, based on infrastructure of Hanseatisches Wein- und Sekt-Kontor • Small lots, fast drop-delivery service

  19. Online wine sales

  20. Software Books & CD's Hardware Wine & Spirits Clothing Jewelry Furniture Perfume 0 1 2 3 4 5 6 Source: EHI, Cologne Online wine sales Wine is well-suited to order on the internet

  21. Scenario II: Expected maximal market with a growth factor of 3 p.a. eTail wine F, I, D, UK in DEM m 2 billion DM 600 million DM Sales incl. online food retail 80 20 Sales of the largest wine e-player Scenario I: Expected minimal market with a growth factor of 2 p.a. Sources: Arthur D. Little, Lebensmittel-Zeitung 1999 2000 2001 2002 2003 Online wine sales Online wine market in Europe: Set to grow to between 600 million DEM and 2 billion DEM

  22. Source: Macrom, Cologne 2000. Figures include sales tax Online wine sales Hawesko is the German market leader:1999 online wine sales in DM ’000

  23. No. of orders Sales in DM Online wine sales Since Winegate launch, online orders and online sales have been much higher than last year

  24. Online wine sales Hawesko has built-in advantages: • Extensive product offer and long-standing relationships to the best wine producers • Modern infrastructure for order and delivery logistics • Expertise in database marketing und mail-order • Years of internet experience (since 1996)

  25. 21,0 estimate range 16,0 12,0 8,0 1,9 0,05 0,2 0,6 1996 1997 1998 1999 2000e 2001e Online wine sales Online wine sales trend to 2001 e (in DM millions)

  26. The Worldwide Wine Market • The worldwide wine market is estimated in DM 150 to 200 billion. • The wine market in Germany:Total: approx. DM 12 billionHigh-quality wines: approx. DM 3 billion • Market share of the Hawesko Group in the high-quality sector:Germany: approx. 14%Worldwide: approx. 2%

  27. Growth in the Wine Market • 5% growth p.a. in the worldwide market for high-quality wines from - DM 27 to 30 bn in the year 2000 to - DM 40 to 50 bn in 2010 • Expansion of the worldwide market share from currently below 1.5% to approx. 5% • Turnover of DM 2.0 - 2.5 bn in 2010

  28. Steps Abroad • Austria The Wine Company- first mailing in March 2000 • UK - launch of winegate.co.uk • France - acquisition of Bordeaux wine traderLe Monde des Grands Bordeaux • Poland - start with shareholding in wholesaler • Expansion into other major European markets

  29. Goals of the Hawesko Group • Strengthen our market leadership in Germany, including better use of existing resources • Develop our foreign operations • Continue to be a catalyst for change in the highly-fragmented premium-wine market

  30. Thank you for your attention! Hawesko Holding AG

  31. Hawesko Holding AG

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