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Cape Vines Seminar

Join Koos Jordaan for an insightful seminar examining the complexities of marketing South African wines, both locally and for export. Discover the critical evaluations needed for each market, the obstacles posed by the South African wine culture, and the costs of distribution. Learn about the benefits of local marketing, including the potential for growth and the appeal of 'Local is Lekker.' Gain insights into international market dynamics and how to position your brand effectively. Understand market preferences and preparation strategies to succeed. Thank you for participating!

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Cape Vines Seminar

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Presentation Transcript

  1. Cape Vines Seminar Marketing: Export or Local? Presented by Koos Jordaan

  2. Introduction • There is no simple answer • The perception of Export amongst SA trade/consumer is negative • Every market should be critically evaluated

  3. South African Market: Obstacles • Relatively small • Not a wine culture: Trade or Consumer • Distribution costs expensive • Limited distribution options • Market flooded • Excessive Marketing costs

  4. South African Market: Benefits • Local is Lekker • Own address • Potential of growth • Easy packaging • Little import brands

  5. International Markets: Obstacles • Costly to develop • Complicated distribution structures • Complicated packaging requirements • Takes time

  6. International Markets: Benefits • Professional trade • Volume capacity

  7. UITVOER PER LAND (VERPAK)

  8. International Markets: Benefits • Vast selection of markets • Joint marketing spend

  9. Define who your are: Positioning What makes you special (USP) Target market 2. Do your homework What does market want? Can I meet that? Who is my partner? Which Market: What to do?

  10. 3. Every market is different: Taste preferences Packaging preferences Trading expectations 4. Always stay prepared: Listen Observe Ask Which Market: What to do?

  11. Cape Vines Seminar Thank You!

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