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8/3/2019 Wines of Argentina Kansas Nov 2011
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8/3/2019 Wines of Argentina Kansas Nov 2011
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and tango to Malbec and Torrontés
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AgendaWhat will we see during hour meeting
–
2 – Starting Point: Wine Marketing Scenario3 – The Brand –
5 – Malbec World Day
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– And Wines of Argentina ☺
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Argentina
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Argentine Wine
• 5°Largest wine producer• 9°Wine Exporter• More than 1,300 bodegas across the country• .• Malbec and Torrontés: Unique grapes•• Main markets: USA, Canada, UK and Brazil.
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Wines of Argentina
• We bring together 214 wineries from every Argentine wineregion, whose exports account for 95% of the country’s total wineexports.
•Mendoza Foundations, the National Tourist Board, Marca País , the
Federal Council of Investment and the Argentine Wine Corporationare some o e organ za ons a suppor e ac v esof Wines of Argentina.
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Wines of Argentina
Our vision: to consolidate Argentina’s position among the leading wine
exporting countries of the New World.
ur m ss on: to contr ute to t e g o a success o t e rgent ne w ne
industry by developing the brand Vino Argentino and enhancing its
, .
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Wines of Argentina
Since 1993 we have organized activities in 72 cities and 36 countries.
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PR NoraFavelukesNew York
PR AndrewMaidmentLondres
PR Dana LeeHarrisVancouver
PR Hugo,SabogalBogotá
EdelmanSan Pablo
RalphsToronto
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Wines of Argentina1993: “Argentine Top Wines” was created within the framework of the Argentine Wine
Association (Asociación Vitivinícola Argentina ).
1995: The Agreement for the Promotion of ArgentineWines Abroad was signed by the National and Provincial
Governments and all the exporting wineries of the country.
Public Relations Office in the United Kingdom. First Wines
of Argentina Annual Tasting was held in London with the
participation of 35 wineries and the support of the ArgentineMinistry of Foreign Affairs and the Exportar Foundation.
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Wines of Argentina
1999: a Special Fund was created for
the promotion of Argentina wine exports
to the UK and the US.
2003: After a market research on the
brand and wines abroad, a new corporate
image was designed and the firstadvertising campaign.
2004: The new campaign was launched
n e , e an raz n .
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Wines of Argentina
2006: Opening of UK Office and new
advertising campaign.
2007: TNS Gallup Market research in
US, Brazil, Mexico, UK and Denmark.
2008: New Advertising campaign
2010: New media strategy
2011: Re Branding
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AgendaWhat will we see during hour meeting
–
2 – Starting Point: Wine Marketing Scenario3 – The Brand –
5 – Malbec World Day
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– Wine Marketing Scenario
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Starting point
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Starting point
o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.
ncrease promot ona act v ty o pro ucers n t e an ew or .
Nueva Escocia 2007
Ontario 2006
Nebraska 2007
Washington 2004 Navarra 2010Marco de Jerez 2010
Estados Unidos 2005
Virginia 2000 Sur de Francia 2007
spa a
La Rioja 2009 DO Penedés 2010Bourdeaux 2008
Idaho 2009Michigan 2008
Queensland 2001Australia 1997 - 2007
Victoria 2006Nueva Gales 2008
Tasmania 1996 - 2002 - 2008
Australia del Sur2008
Chile 2008
Argentina 2003
Sudáfrica 2003Brasil 2009Uruguay 2004
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Nueva Zelanda
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Starting point
o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.Main European wine producers investment on regional promotion
France: 279 million euros.a y: m on euros.
Spain: 160 million euros
For 2009-2013
Focus markets for these investments:
.such as Canada, Russia and China are also attracting investments.
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Fuente: Wine Sur, agosto 2010
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Argentina: Exports - bottled wines (MM u$s)
467,6450
500
350
400 América
Total exportado 2002 = 109 MM u$s
250
300 Total exportado 2010 = 695 MM u$s
176,6150
200 Europa
16,2
34,8
0
50 Asia
Europa del Este
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2002 2003 2004 2005 2006 2007 2008 2009 2010
Fuente: Caucasia
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Argentina: Exports - bottled wines by varietal
AÑOS COMPLETOS Y PROYECCIÓN 2011
MALBEC CABERNET SAUVIGNON GENERICO TINTO CHARDONNAY TORRONTES
350
400
250
300
150
200
0
50
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2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
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Argentina´s Position in Wine World
CONSUMPTION EXPORTS (VOLUME)
8° Place - 4,3%Between UK and
Russia
9° Place – 3,4%Between
Germany andPortugal
6° Place - 4,5% ° –
Between China andAustralia
,
Between NezZealand and UK
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´
Starting point
o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.
2010. Overall growth of bottle wine exports - 17,9% in FOB value.
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“For the first time, Argentina exports more wine to the US than Chile.”
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Starting point
o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.
Argentina and Chile in the USA
USD 135,3 million (+17,9%) USD 103,5 million (+8,4%), m on cases + ,
Average Price: USD 35,62 (+11,58%), m on cases - ,
Average Price: USD 29,29 (+9,8%)
Janurary-June 2011. Growth rates compared to 2010 first semester.Source: Caucasia Wine Thinking
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Starting point
o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.
Why is USA so important for our exports?
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Starting point
o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.
Why is USA so important for our exports?
• mer ca s to ay t e ma n wor w ne consumer.
•25% of the consumed wine is imported.
•17 years of consecutive consumption growth (with 2001 and 2008-2009 crisis).
•From 2010, the US has become the biggest wine consumer (330 million cases´vs. rance s m on .
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AgendaWhat will we see during hour meeting
–
2 – Starting Point: Wine Marketing Scenario3 – The Brand –
5 – Malbec World Day
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– VINO ARGENTINO
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WHAT IS A BRAND?
BRAND IDENTITY REPUTATION+=PROMESA DESEMPEÑO+DIFERENCIACIÓN CONSISTENCIA+
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The power of the origin´
FEEDBACK
e percep on o a coun ry s mage co ors e percep on peop e ave o s pro uc sindustry
OF ARGENTINEWINES
ARGENTINA´SIMAGE
31FEEDBACK
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Spain´
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Australia´
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France´
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Italy´
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Argentina´
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Argentina´s ImageryTODAY THE SYNTHESIS OF THE PERCEPTION OF ARGENTINA IS THE COUPLESOCCER + TANGO
Soccer Tango
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Argentina´s Imagery.
Soccer Tango
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Our goal is to be part of Argentina´s Imagery
occer TangoARGENTINA
Wine
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PASSION
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Defining Argentine inner way of being
VISCERALCOLLECTIVELY
SENSUAL
OVERFLOWING WITHEMOTION
SEXY
INDIVIDUALSENSORIAL
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TITLE
“…WE ARE MOVED BY OUR PASSIONS.”
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BRAND POSITIONINGFROM THE THEORY, THERE ARE 6 POSSIBLE WAYS FOR BRAND POSITIONING
R I E N C E
O N A L I T
Y
D U C T
Quality
VarietiesPleasure
Jo
Country´s Culture
Rituals
E X P
P E R
P R OPrice / Value
PremiumSharing
S
Values EMOCIONALRATIONAL
P R O C E S
Handcrafted
Industrial
Innovative R A S T R U C T U R
Technology
Location
Wineries
P U R P O S
Enjoy
Relax
Organic I N
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WHERE HAVE WE STAND ONWE HAVE BEEN TALKING ABOUT THE CHARACTERISTICS OF OUR PRODUCTS
D U C T
Quality
VarietiesPleasure
Jo
Country´s Culture
Rituals
P R OPrice / Value
PremiumSharing
S
Values EMOCIONALRATIONAL
P R O C E S
Handcrafted
Industrial
Innovative R A S T R U C T U R
Technology
Location
Wineries
P U R P O S
Enjoy
Relax
Organic I N
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BRAND POSITIONINGPOSITIONING OF OUR COMPETITORS. OPPORTUNITY AREA.
D U C T
R I E N C E
Pleasure
Jo O N A L I T
Y
Country´s Culture
Rituals
P R O
E X P
Sharing
S
P E R
Values EMOCIONALRACIONAL
P R O C E S
R A S T R U C T U R
P U R P O S
I N
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identification - projection
Personality
Offer´s style
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TO SUM UP
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ARGENTINA´S ESSENCE
ARGENTINA IS AND ALSO IS
• European
• Fun
• Elegant
•
• Latina
• Nostalgic
• Informal
•
• Cultured
• Friendly
• Chaotic
• Wild
• Individualistic
• Civilized
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OXIMORON:
A figure of speech or expressed idea in
conjunction and create a new meaning.
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- p: v meo.com
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AgendaWhat will we see during hour meeting
–
2 – Starting Point: Wine Marketing Scenario3 – The Brand –
5 – Malbec World Day
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Who is the consumer ofArgentine wines?
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M k h (2007)
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Market research (2007)
Mature, 30 years or more.
Both sexes. Women are involved in more mature.
Middle-upper class.
Live in cities. Value price-quality ratio.
Willing to try and experience new things.
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Those who (for identification or projection) feel attracted to theAr entine wa of bein .
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Consumer
How do we get to him or her?
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One of the most significant insights of 2007study is that wine is a category that requires an
resources. Advertising alone has not strengthor a eal. Wine industr re uires thedevelopment of other tools.
Press - Tastings – Education – Trade MKT
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Wines of Argentina advertising campaings allocated in world´s most
important wine magazines.
Decanter / Prazeres da Meza /
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ne pec a or arper sWines AccessIN / Adega / Off License / WineEnthusiast.
CHANGING THE FOCUS
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CHANGING THE FOCUSFOCUS ON THE CONSUMER
• ang ng me a strategy
< Trade magazines> On line marketing strategies
•Changing our events in the markets
Partnerships with Decanter and Wine Spectator.Bajo Fondo concerts.
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns
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Digital campaigns• More than 15,000 users installed the application.
•
• 19 games played for user (average).
• 7:11 minutos average stay.
• 199.648 visited the application.• 210.915 wines were produced.
• , was e average quan y o w nes crea e y eac user.
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Digital campaigns
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Digital campaigns
TWITTER TASTINGS
• ,• 18 wine bloggers
• True reach of more than 35,000 people.• Argentina Trend topic (wine) N°1 in September.
Public Tastings in London, SF and NY.
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MONITORING
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El monitoreo en redes sociales que diariamente nos llega através de Meltwater Buzz permitió durante este mes recibirinformación sobre usuarios con sentimientos positivos hacia el
vino argentino, como así también con experiencias negativascomo la de la imagen.
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Vinexpo y Twitter
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Vinexpo y Twitter
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Vinexpo y Twitter
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Vinexpo y Twitter
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Agenda
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g
What will we see during hour meeting
–2 – Starting Point: Wine Marketing Scenario3 – The Brand –
5 – Malbec World Day
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Malbec World Day
Wines of Argentina decided to establish April
’
emblematic variety. The signature grape had its party in 40 cities around the world.
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Argelia Hong Kong
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Argelia o g o g
ArmeniaAustraliaBolivia
JapanMalasyaMorocco
razBulgaryCanada
ex coPanamaPeru
ChinaColombia
NetherlandsRussia
DenmarkDominican RepublicEcuador
SpainSweedenSwitzerland
FinlandFranceGreece
UcraniaUKUSA
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Germany Vietnam
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+500 pieces in media about “Malbec World Day”
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5.000 visits to our website within the 15 previous days to the celebration.
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#mwd (Malbec World Day) was Trend Topic on April 17th.One of the most tweeted themes of the da +60.000 tweets
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Thank you!