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Cape Vines Seminar

Cape Vines Seminar. Marketing: Export or Local? Presented by Koos Jordaan. Introduction. There is no simple answer The perception of Export amongst SA trade/consumer is negative Every market should be critically evaluated. South African Market: Obstacles. Relatively small

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Cape Vines Seminar

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  1. Cape Vines Seminar Marketing: Export or Local? Presented by Koos Jordaan

  2. Introduction • There is no simple answer • The perception of Export amongst SA trade/consumer is negative • Every market should be critically evaluated

  3. South African Market: Obstacles • Relatively small • Not a wine culture: Trade or Consumer • Distribution costs expensive • Limited distribution options • Market flooded • Excessive Marketing costs

  4. South African Market: Benefits • Local is Lekker • Own address • Potential of growth • Easy packaging • Little import brands

  5. International Markets: Obstacles • Costly to develop • Complicated distribution structures • Complicated packaging requirements • Takes time

  6. International Markets: Benefits • Professional trade • Volume capacity

  7. UITVOER PER LAND (VERPAK)

  8. International Markets: Benefits • Vast selection of markets • Joint marketing spend

  9. Define who your are: Positioning What makes you special (USP) Target market 2. Do your homework What does market want? Can I meet that? Who is my partner? Which Market: What to do?

  10. 3. Every market is different: Taste preferences Packaging preferences Trading expectations 4. Always stay prepared: Listen Observe Ask Which Market: What to do?

  11. Cape Vines Seminar Thank You!

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