The Genius Loci Project
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Transcript of The Genius Loci Project
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THE GENIUS LOCI PROJECT
Marco Bertagni Execu=ve Director of Bertagni Consul=ng srl
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OUR CONCEPT OF INTERNATIONAL TRADE
MULTIDISCIPLINARY STRATEGY ANALYSIS OF COMPANY ACTIVITIES AND MISSION
TARGET DEFINITION GEO-LOCALIZATION & GEO-MKT
GEOGRAPHICAL KNOWLEDGE OF TARGET MARKET JOINT TRADE
PRODUCT ADAPTABILITY MANY FACTORS, NOT JUST PRODUCTS
GRADUAL APPROACH TO MARKETS: FROM EXPORT TO INTERNATIONALIZATION
AWARENESS AND RESPECT OF THE GENIUS LOCI
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WHAT THE GENIUS LOCI PROJECT
IS ABOUT
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INTEGRATED GEOGRAPHY & SOMEWHERENESS
Integrated and mul=-disciplinary Geographical thinking
We aim to know the Spirit of a Place of the producing Country and of the targeted market
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LINK WITH TERRITORY
Genius Loci Companies are located in the north-western MEDITERRANEAN AREA: Italy, France, Spain and Portugal
Selected products HAVE TO HAVE a REAL CONNECTION with TERRITORY (i.e. wines made of indigenous varietals andsugarless) and/or being ICONOGRAPHIC of a Country (i.e. Grappa and Sambuca for Italy)
Wines and Spirits can be a BRIDGE towards a beYer understanding of Genius Loci
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Sharing a WAY OF THINKING and LIVING of the MEDITERRANEAN AREA
We dont just want to trade products but also to spread the WAY OF LIVING & THINKING of the Mediterranean Area and to support a deeper knowledge of History, Art and Geography of this area of the world
These untouchable factors contribute a lot to the defini=on of Genius Loci
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GOVERNANCE OF THE GENIUS LOCI PROJECT
The Genius Loci Project has been created and it is managed by BERTAGNI CONSULTING SRL
The project can be realized ANYWHERE in the world
A MULTIFUNCTIONAL SPACE is needed as a show room for the PRODUCTS, as an office for BUSINESS MEETINGS and as a place to ORGANIZE EVENTS
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SERVICES AND TARGETS OF BERTAGNI CONSULTING SRL
TRADING and promo=ng The Genius Loci Project selected products into targeted markets
Organizing thema=c CULTURAL EVENTS and COURSES in the targeted markets about the MEDITERRANEAN area and/or the single Country (Ceremonial Tas=ngs, Geography, Enogastronomy, Music etc)
Organizing TAILOR MADE MEDITERRANEAN ENO-GASTRONOMICAL AND CULTURAL TRAVEL ITINENARIES in the Mediterranean area and/or one of the selected Country
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The first two TARGET MARKETS: China & Lithuania
We selected two markets where we had trade experiences as Bertagni Consul=ng srl and where we guess our project may find fer=le ground: CHINA & LITHUANIA
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China
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The Genius Loci Project CHINA
Two op=ons to introduce The Genius Loci Project in China: a) Ren=ng a MULTIFUNCTIONAL SPACE at the
INTERNATIONAL WINE CENTER (www.sxwi.cn) of XiAn
b) Crea=ng a JV between Bertagni Consul=ng srl and Merci Trading (www.mercichina.com) to jointly import and trade Goods and Services of The Genius Loci Project in Shenzhen
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OPTION 1: XIAN (SHAANXI PROVINCE)
Pre-liminary studies and visits (a delega=on of Bertagni Consul=ng srl has been to XiAn in 2014 and 2015, a delega=on of XiAN chamber of Commerce has been to Anzio in 2013 and 2014)
Bertagni Consul=ng srl par=cipated with 2 booths as The Genius Loci Project at Interna=onal Wine Fair of XiAn 2015 with a pre-selec=on of products from Italy, France and Portugal
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Chinese consumers discovering The Genius Loci Project
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Staff of The Genius Loci Project in XiAn
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OPTION 2: SHENZHEN (GUANGDONG PROVINCE)
Long-las=ng commercial rela=on Bertagni Consul=ng srl-Merci Trading (already impor=ng RexRomae wines and Anna Fendi Wines)
Merci Trading has a modern and perfectly located MULTIFUNTIONAL SPACE in the business district of Shenzhen
Merci Trading has been working in the wine/spirits sector for years and the all staff has a good knowledge of this business
Events have been already organized by Bertagni Consul=ng srl and Merci Trading in Shenzhen
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Rex Romae
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Liz Xue visi=ng RexRomae wineries
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ANNA FENDI WINES
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Anna Fendi Evening in Shenzhen
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Marco Bertagni & Liz Xue
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The JV agreement Bertagni Consul=ng (BC) /Merci Trade (MT)
3 different levels of coopera=on: 1) BCsrl as a strategical consultancy/Agency and MT as importer (case of Rex Romae)
2) BCsrl as a strategical consultancy/Agency and MT as a market consultant and importer (case of Anna Fendi Wines)
3) BCsrl and Merci Trading as full partners for impor=ng, trading and promo=ng The Genius Loci Projects selected products
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Lithuania
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The Genius Loci Project LITHUANIA
Bertagni Consul=ng srl has already introduced 2 wineries into this Market (Bacco & GoYo dOro)
A preliminary study has been done by Bertagni Geography to define a strategical localiza=on of the Genius Loci project in Europe and Vilnius came out has being a very interes=ng place for this kind of ac=vity
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Open OPTIONS of coopera=on in Lithuania to be verified end of Sept.
2015
Restaurant Aman=ninkai hYp://ama=ninkai.lt/welcome/
Restaurant Burbulio Vynin,UA hYp://www.burbuliovynine.lt/
VILNAUS DEGTINE www.deg=ne.lt
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CONCLUSIONS
The Genius Loci Project is a sort of summa of our previous experiences in wine & spirits interna=onal markets
This Project allows Bertagni Consul=ng to switch from Export Consultancy to InternaTonalizaTon
In China we are currently developing the Shenzhen op=on by applying the JV Bertagni Consul=ng srl/Merci Trading; the XiAn op=on for the =me being is frozen
In Lithuania we will make a decision on which op=on/s to ac=vate at the end of our mission scheduled in September 2015