http://www.quelmastermarketing.fr/

International Market Negociation

Dutch Wine Market

STRATEGY FOR POSITIONING DUTCH WINE

MARKETDomaine Des Petits Sentiers

Sarah FRISSANTGulnar MURAT

Huong Thao VO

65 hectares:

Entry level - 200 K Standard - 60 K Mid-range - 60 KIn-between - 60 KHigh-range - 20 K

1,036 Dutch regular wine drinkers509 Dutch regular wine drinkers

(by Vinitrac® Wine intelligence)

INTRODUCTION

I. The global overview : 1. Current economic situation2. Netherlands’ wine market

II. Potential targets1. Netherlands’ partners2. Consumers’ profile3. Local trends

III. Entering the Dutch market1. Labels2. Sales strategy

ConclusionBibliography

PLAN

I. The global overview

1.Current economic situation

The hub of Europe Port of Rotterdam

5th Europe economic power

6th largest importer

Consumption : 22.3 liters/person/year

Wine revenue: $4.5m in 2014

2nd beverage after beer. Netherlands wine market category segmentation: $ million, 2014

=>Mainly still wine, 83% of wine consumed are still wines

2. Netherlands market

Buyer power restaurants, bars, hotels

Supermarket,specialist retailers (liquor stores)

I. The global overview

On-trade:

Off-trade:

I. The global overview

2. Netherlands marketImport and Taxes

EU => importer pays:- Excise duty for still wines : 68,54 EUR/hl- VAT 21% The taxes above increasing yearly

Value and volume- Value is increasing twice

as fast as volume- Market value: Value growth by 1.2% in 2014

2. Netherlands market

Competitive context

34%

12%11%

8%8%

27%

The main suppliers in value(%)France Italie Allemagne Chili Espagne Autres

Source : Comtrade, 2014

=> France has the major part of the market (34%)

• UK is a quite competitor• France is in the first place but its losing its position as the New Word’s wine are getting competitive.

Competitors evolution

I. The global overview

Why Netherlands ??

Significant opportunity New World producers

Low taxes

Positive attitude towards wine

Wealthy, largely urbanized and very well population

Easy logistics

Old World producers

No restriction on the times, on places where alcohol is sold

II. Potential targets

II. Potential targets

Hotel Chain Best Western

Best Western International is a global network:

4,100 hotels in the World 400,000 guests every night 100+ countries and territories

1. Netherlands’ partners

Importer for On-Trade “Twentsch Wijnhuis”

II. Potential targets

Restaurants

Independent Importer for On-trade

+ 50 years on the market

Own wineriesStrong marketing strategy

Large portfolios of wine

French and Italian wineries

31 Dutch restaurantsOn-line shop

2. Consumer’s profile

35 and 64 consume the most

Woman consume more than Man

Dutch people consume at homeDrink wine after diner from 21h

Over 35 years prefer high-priced quality wine

Consume on Friday and Saturday

II. Potential targets

II. Potential targets

3. Local trends

Consume more and more wine

Purchase more wine via the on-trade

Consume more white wine rather than the red

Purchase the bottle with the brand image of product

Choice the wine by taste profile

1. LabelWhat aspects of wine labels are important for the Dutch wine consumer when they buy wine ??

Research “The Influence of wine labels on the Dutch consumers”(2015): International Communication and Media: Institute of Communication, Utrecht, Netherlands

Light colored background

Brand name

Place of origin

Elegant serifStyledFont

80% of the labels: illustration of landscapes

Relevantillustration

Grape varieties

III. Entering the Dutch market

III. Entering the Dutch market

2. Sales Strategy Supply Chain

Standard - 20 K Mid-range - 20 K High-range - 5 K

Importer for On-Trade

“Z&M Delicatessen” (Rotterdam) , “’t Crabbetje” (Leiden) , “De Oude Gast” (Den Helder) and many others

III. Entering the Dutch market

The Dutch restaurants

Domaine des petits sentiers

Twentsh Wijnhuis

18% margin

25% margin

OR

2. Sales StrategyIII. Entering the Dutch market

Strategy and the way to deal with Best Western Group’s Sales Department

Direct sale: Standard - 10 K In-between - 20 K High-range - 5 K

2. Sales StrategyIII. Entering the Dutch market

Red AOC White

SNWTransport Co

ntra

ct

ConclusionNovember, December 2015 – Contact the potential partners

Send our catalogues and wine samples

January 2016 - To get the news and appointments from the potential partners

Starting to export

BibliographyCBI Market channels and segments for Wine in the Netherlands, CBI Ministry of Foreign Affairs Wine market in Netherlands, 2011, Carlos MARQUES, Paolo DINIS, Richard SAGAL Wine in the Netherlands, May 2015, MarketlLine Industry Profile The wine and spirits market in the Netherlands, June 2015, IWSR survey Vinexpo Whitch trend offer opportunities on the wine market in the Netherlands? 2014

ANNEXE