Executive Summary

Goal

The introduction of the red wine AOC Beaujolais Villages from the Domaine Château Baron de la Voile (France) in Finland.

Action Plan & Objectives

Discover our Action Plan, Costs, Objectives & Forecasts

Positioning & Branding

Positioning

In order to represent the positioning of our wine, the AOC Beaujolais Villages, we have drawn a perceptual map.

Promotion

In general, promotion activities could be shared between the vineyard and the importer.

The importer will usually promote one wine through his distribution network, while the vineyard could do both B2B and B2C advertising, through promoting wines to local importers by different ways, and/or attending trade fairs and/or advertise and/or newspapers and/or use online strategies…

Place

Before the entry of Finland in the European Union, Alko had a monopoly over wine exportation, importation and distribution. Since Finland has joined the European Union in 1995, Alko has lost its importation monopoly. So when it comes to sell wine in Finland there are nowadays 2 different kind of distribution channels that need to be taken into account by our vineyard for the exportation of the wine AOC Beaujolais Villages:

Price

We worked on the price with the support of our expert and using different sources, especially Sud de France Development.

Product attributes

Regarding previous export activities of the vineyard, we could see that the wine Beaujolais-Villages is working quite well in terms of sales, reputation, and tasting competition in foreign markets.

Segmentation, targeting & positioning

Segmentation

Our market is the Finnish wine market. In order to segment our market, we have decided to focus on the segmenting method called “behavioral” among the segmentation methods of Philip Kotler.

Key success factors & Key weaknesses

Find below a SWOT Analysis displaying all the key success factors & key weaknesses of the Domaine Château Baron de la Voile:

International & marketing capabilities

About the capabilities of the Domaine Château Baron de la Voile, we have decided to focus on those related to its international and marketing experiences…