French Wine Exports

Extraits de l'étude de marché

[...] The cheap wines from Bordeaux are already leader in the polish market but there are prospects for growth for this product and with the prospect of the economical growth the tendency could turn for the higher quality wine The Brand: The influence of the brand is very important. It represents the main criterion in the choice of the future consumer and supports the positioning of our brand. Bordeaux represents what can be the best as regards of the French wine. Its fame is world thanks to the experiment of the French wine-grower and producer. The brand means quality and origin and a French name like ?chateau? refers to a unique know-how. [...]

[...] Brazil is now the 8th world economy. The crisis of 1999 had effects more limited than those envisaged by the international economic community and the situation of the first half of 2000 is encouraging The distribution of income is very inequitable between the 166 million people who train the Brazilian population. Beyond a large majority of people living in poverty, there is a middle class and a higher class whose purchasing power does not have anything to envy their European or North- American counterparts. [...]

[...] Mix-Marketing 1. The product Our product is a red cheap wine. It's in fact a Bordeaux superior, a traditional French bottle of wine which can contain 75 centilitres. The taste of the Bordeaux wine is sweet because of the traditional consumption of the polish people who are used to drink Bulgarian vermouths. The Target: We have different target which can have the same behaviour of consumption. Our principal targets are: - The housekeepers : Between 25 and 60 years old, who like to drink regularly or occasionally and want their meal to be served with a cheap wine that can magnify the dinner. [...]

[...] This will show that the product is brand new. Promotion in stores: Our wines will be . Marketing campaign To begin our marketing campaign we choose to remind role of advertising according to information needed. For this kind of product (like wine, cigarettes, chewing gum ) information needed is enough weak, the main objective of our advertising is to remind to our consumers : the product and the brand Information Needed . Automatic Impulsive Repetitive Considered Purchase Purchase Purchase Purchase Risk Advertising concept Our ads are simple, very traditional but we hope efficient. [...]

[...] So it is easier to target the wine market. It is also better because even if the upper class (with a high purchaseing power) is small, almost the entire population (40 million poles) could have access to cheap wine. Poland: a booming wine market The wine consumption is still very far from the one in West Europe but Poland's wine consumption increases. With a consumption of wine expanding 10-15% a year, wine becomes very popular. Poland is a east european country with a european history and a european culture. [...]