bdpGlobal Global Wine Outlook
Contact information:
Web site http://bdpGlobal.synthasite.com Email infobdpglobal@aol.com
Branding Products Globally bdpGlobal
The Company
The vision at bdpGlobal, is simple develop a portfolio of global beverages, thus building a foundation that will launch future brand lines. Our goal is to lead the world in quality, service, and customer commitment. In two years, our plans are to launch our own line of Premium Products in the Wine, Non-Alcoholic and Alcoholic market. In addition, we plan on representing our current portfolio in the globally in places such as: India, Asia, Africa, South America, and with operating offices in Chicago, Illinois, and Rio de Janeiro, Brazil. The bdpGlobal’s approach is based on two principles: 1. Set world-class standards for responsible marketing of our brands in our portfolio; while creating our own product line of Ultra-Premium Products based on a new Global LifeStyle Concept. 2. Focusing on creating a shared understanding of what responsible drinking means and reducing alcohol related harm. Vision Focused Strategy is based on the following Choose and Develop brands with the most potential Market size, growth and profitability bdpGlobal’s ability to educated and capture a competitive market share Creating multiple Product entry points for products Developing our capabilities in both our Local, Regional and Global markets Creating the basic for our LifeStyles Theme:
LIVING
LIFE = bdpGlobal Branding Products Globally
LOVING
Branding Products Globally bdpGlobal
The Opportunity
Impact Databank estimated that 304 million cases of wine were sold in 2007, the highest number in history. For the first time, the number of core wine drinkers, people who consume wine more than once a week, outnumbered the marginal drinkers, those who drink wine at least once any time between once a week and once every two or three months. Current statistics put the retail wine business at $28 billion, with the fastest growing retail segment of the wine industry at the price points sold and marketed $ 10 to $15 price range.
Per capita consumption also rose to about 2.88 gallons, up from 2.46 gallons a year earlier, or about 17 percent. This still lags far behind Italy with 12.8 gallons per person and France with 12.5 gallons. But the U.S. ranks third in total wine consumption, and is gaining rapidly on the leaders. (Heeger, 2008) Imported and domestics wines were practically neck and neck in dollar sales, with domestics growing 6.1% in 2007 and imports taking a slight lead at 6.8%. Imports took a stronger lead in volume, growing 4.1% or almost 10 Million cases of wine, while domestic rose a respectable 2.7%. The industry is predicting that imports will see a decline in growth this year as the depreciating dollar struggles to compete with the strong euro and Australian dollar. (Haverkam, 2007) New brands are flooding the retail market. According to research from The Nielsen Company, there have been over 3,300 new brand introductions into U.S. food stores since 1999. Unsurprisingly, not all new brands have been successful. Of those 3,300 introductions, about 2,800 survive--accounting for 70 percent of the brands available in the food store channel today. With cousumption and new brands continually on the rise in the US and Globally coupled with the newness of Uruguay as a Premiun wine source we feel the time is now for a New approach to bring wine to the marketplace.
Branding Products Globally bdpGlobal
Millennials the Untapped – Tapped Market for Wine Today
The largest growth of new wine drinkers is among the 21-to-35 year-olds or Millennials which make up 25% of the retail wine market. Numbering some 70 million people this undefined consumer group is posies as an excellent opportunity for creating new wine drinkers. This group also leads in imported wine purchases, according to Merrill's 2006 U.S. Wine Consumer preferring imports 31 percent of the time. This undefined market is a unique group of people whether in the US or Globally, five traits seem
to reign constant for this group of consumers as stated by Dr. Liz Thach (Thach, 2005):
• • Technology savvy They were the first U.S. generation to grow up virtually 100 percent connected to the Internet Optimistic, but practical Being the children of the e Baby Boomer generation, they have a "can do" attitude and believe they can make a difference in the world. Embrace diversity They emphasize universal values, and consider focus on specific cultural values. Belief in balance and fun Millennial combine work and fun and gravitate toward products that reflect that lifestyle. Environmentally and socially conscious They are environmentally and socially conscious due to their diverse racial backgrounds and the pervasive media environment in which they've grown up. Entrepreneurial Millennials believe they will own their own business in the future.
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Gallup discovered that beer consumption dropped 12% in the 1997–2007 period among consumers aged 21–30, who instead traded up to wine and spirits from beer. With another 30 t0 40 million Millennials reaching drinking age then trend is on course to increase.
Branding Products Globally bdpGlobal
Our Market Strategy: The Lifestyles Concept
Our market strategy is simple introduce our brand as a distinct line (Vinhos de Madre) with a focus on becoming the LifeStyles choice of the Millennial Generation. Learning a little from Liquor Industry leaders Patron whose marketing plan focuses on women ages 21 to 45 the largest tequila drinking demographics with a touch of Sydney Frank whose brands Grey Goose and Jagermeister shock marketing dominates with males ages 21 to 39. These two brands have done one thing well outside of being Spirit industry leaders both in and out of their categories; they have become LifeStyle choices they are associated with a better lifestyle. Since wine already has the air of sophistication and class or LifeStyles Concept focuses on: • • The education of our wines, varietals and country in the marketplace (Make Wine fun) Going where no Wine has gone before – Marketing at Concerts, Bars, Extreme sport and Pro sporting events, Chic restaurants, Being a leader at Social events and Cultural events – Going where they Go Aggressive DTC (Direct To Customer ) Tasting Rooms, Bars, Wine Clubs events – the use of our WOW Women of Wine) and (Men) of wine from our LifeStyles Group putting faces on the product in the market Complete integration of viral marketing outlets myspace, facebook, Hi5, flickr, feedburner and Wine Blogs as well as on-line television and video stations like Brightcove.com. Partnershiping with established on line outlets sources like Vine.com, Amazon.com and Wine.com. Developing of new markets in African American, Hispanic and Asian markets that make up a 1.5 trillion dollar disposable income market in the US. (Dodson, 2007) Going in to new Global markets India, Japan, and China where Millennials are empowering, employed and excited about defining their LifeStyles now. Redefining the way wine is define (Vinhos de Madre line)
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Branding Products Globally bdpGlobal
What are we looking for in a Partner/Winery?
Vision the ability to see the incredible marketing opportunity the Global Millennial population poises.
The ability to produce a consistence line of wines that or inviting enough to attract new wine drinkers but complex enough to keep consumers once their palette mature as well as the seasoned drinker.
A Global Partner willing to work as a Team with a commitment to quality of product and customer service.
Branding Products Globally bdpGlobal
Bibliography
Dodson, D. (2007, July 31). Minority groups' share of $10 trillion U.S. consumer market is growing steadily, according to annual buying power study from Terry College's Selig Center for Economic Growth. Retrieved October 19, 2008, from Terry College of Business The University of Georgia: http://www.terry.uga.edu/news/releases/2007/minority_buying_power_report.html Haverkam, M. (2007, February 22). Imported Wines stronger in 2007. Retrieved October 19, 2008, from Wine and Spirits Daily: http://www.winespiritsdaily.com/2008/02/imported-wines-stronger-in2007.html Heeger, J. ( 2008, February 8). Register Staff Writer. Retrieved October 13, 2008, from Napa Valley Register: http://www.napavalleyregister.com/articles/2007/02/08/features/food_and_wine/doc45cb2cbf0297f2 66374068.txt Thach, D. L. (2005, December 15). How to Market to Millennials. Retrieved October 17, 2008, from Wine Business Monthly: http://www.winebusiness.com/html/MonthlyArticle.cfm?dataid=41527
Branding Products Globally bdpGlobal
Branding Products Globally bdpGlobal