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Mihaly Alex Toth

on 11 April 2013

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Transcript of RECONQUISTA

Denmark 1. Target market
2. The product
3. SWOT analysis
4. Price fixing
5. Distribution channel
6. Price policy
7. Marketing communication
8. Media planning “Wine is the most healthful and most hygienic of beverages.”
Louis Pasteur Denmark Target market DENMARK Danish wine consumption population: 5.5 million
PPP 2012: $40,200
5th biggest wine consumption in the world
(32 l /year /capita)
originally spirits and beer drinking country
6.87 DKK excise duty (before 25% VAT)
no strict regulations

- increasing expenditure on wines
- moderate growth on volume and sale
- 95% of the wine market is import
- the market is really fragmented - more sophisticated, premium and healthy

- over age 25 wine drinking is frequent

- Danish are price-sensitive regarding wine

- still light wine is the dominant (92%)
(with not high alcohol content,
can be consumed at any occasion)

- Chardonnay, Cabernet Sauvignon, Merlot

.-development on on-trade sale:
improved economic activity
willingness to dine out

- almost 80% of all still wine sold off-trade

- popularity of purchasing bag-in-box for home

-southern European wines are regarded the best Positioning
To wine lovers, who desire for the real taste of fruitful Mediterranean. Reconquista is the wine offering unique experience at every occasion.

proposed value:
high quality wines for reasonable price

POD: unique night harvest grape wine
(special way)
POP: fresh, for all occasion, light, fruity Competition Buyer power:
+ need of offering wide range of wines
- food and drink retail is very concentrated

Supplier power:
+ grape growers are numerous
- grapes are a raw material for fruit sugar production

- price-unit-volume prices may be higher for spirits and beer
+ in restaurants and at serious events/ celebration more sophisticated drinks are consumed

New entrants:
+ there is very little domestic wine production
- regulation and the impact of taxes raises entry barriers

+ low switching cost
- mass-market products -> high fixed costs (large plants)
- price competition SWOT availability of cheap land and raw materials
favourable climate
larger production volume
unique grape varieties s W transportation costs
lack of capital
lack of export experience
lack of entrepreneurial capacity O still wine is growing in popularity
expanding market share of table wine
recognition of South European wines
many small and medium-sized importers (sustainable for small producers)
organic wines ? T established brand names
many varieties of wine already available: promotion needed
three supermarkets dominate wine sale: demand high volume, loyalty and competitive price
culture and language differences
new world suppliers : Australia, Chile, New-Zealand, South-Africa
Full transcript