Transcript Grapevine Beverage Selections AS ”A real partnership”

Grapevine Beverage
Selections AS
”A real partnership”
..Executive Summary..
Grapevine is the right partner for you because:
• You are guaranteed 100 % focus on your products
• Grapevine is your most flexible partner who can adapt to the
changing market conditions whenever needed
• Grapevine has a streamlined organization which reduces fixed costs
to a strict minimum. This will give you better results
• Grapevine operates with an ”open book” policy which will give you
The opportunity to follow pricing and margins of your brand closely
• Grapevine benefits from the sales activities, the financial and
logistical strength of the Vectura group. Norways largest alcoholic
beverage distributor
..VISION..
• We aim to become the Norwegian beverage importer which
stands out as the clear winner in promoting the Principals
interests
• We have created a small organization which will deliver
the products to all major Vinmonopolet shops by using
the best logistics provider in Norway
• The VINO products will retain the attention of our clients
through a superior product portfolio and concentrated sales
efforts, to the right people at the right time
• Through partial ownership by a financially and logistically
strong partner such as the Vectura group; Grapevine will have
all the advantages of a large organization, while retaining the
flexibility and focus of a small, specialized importer
..Business Idea..
• Most importers are strongly geared towards the Horeca Market
– this is extremely costly and results in lower margins for the
Principals who have to foot the bill in the end. Horeca is,
however, an important marketing channel which can best be
used by establishing loyal “Ambassador” restaurants who love
the products and enjoy selling them.
• Our distribution partner, Vectura, is the the strongest and most
efficient distribution system for the Horeca trade in Norway
• We do not believe that continuous brand building through
Horeca channels is worthwhile if the entry price is too high.
(Listing fees)
• We do believe in short, quick, direct and perfectly targeted
campaigns which captures the key clients in both the retail and
the Horeca segments. (Guerrilla marketing)
..The opportunity..
• By narrowing and concentrating our focus in this manner,
Grapevine is capable of reducing costs dramatically while
maintaining the same drive and achieving the same results
• It is a question of working smarter and adapting to the
changing marketplace
• This increased result will be channeled back to the principals in
the form of higher sales volumes, lower retail prices, improved
margins, less marketing support and reduced POS material
• We are convinced that value is created by individuals with a
passion for wine and not by large multinationals. We believe
that small, independant companies have a greater chance of
finding the products the Norwegian people and the Monopoly
want than large International companies with conflicting
interests and political agendas
..Main Objective..
•
our main objective is to revitalize the brands and increase
volumes..
•
We will be focusing on the brand and be working with the
best possible mix of activities in order to serve image,
quality, and price.
• Brand Specific Communication towards the market – price /
quality ratio is vital. Primarily, towards media and the
monopolies, consequently to the trade /consumer.
•
Vinmonopolet covers approx. 90% of distribution to private
consumer and the communication possibilities to this
segment / market is limited. Therefore we know the
importance of having specially selected media / journalists
interested in the brand – they want to create awareness
among brands that are “value for money”.
Strategy for
..The retail market..
• The Retail Market:
• Grapevine’s main target will be Vinmonopolet and our selected
Ambassador Horeca outlets
• We will not visit all the small restaurants and remote
Vinmonopol shops, but concentrate on the largest and self
service shops which represents over 90 % of the total sales.
We are present in all of the price lists distributed by Vectura
which is received by all relevant Horeca outlets
• This permits us to keep our costs down, while focusing on the
shops and the market segment where the trends are created
• Our key Horeca clients are keen to present products which give
their clients the best relationship between price / quality. They
know that we have the capacity and contacts to provide those
products
Strategy for
..The Horeca market..
• For the Horeca market the trend is very strong towards
centralized sales arranged by the director of purchasing at the
head office
• The individual restaurant and hotel managers in the chain
hotels no longer have authority to choose the beverages, and
sales efforts towards them is therefore no longer as important
• This is why we believe that creating a loyal customer group
based on mutual respect and long term relationships will sell
more high quality wine over time. Our Ambassador hotels and
restaurants are usually not chain driven and have an interest in
offering their client exciting wines where the restaurants also
have the possibility of earning a little per bottle sold
• Vectura gurantees 100 % availability of all of our products in
their pricelists which are distributed to all relevant Horeca
outlets
..Fine Wine..
•
Grapevine has also entered into a partnership with a high
quality Danish Wine importer called Theis Vine AS
• Through our Danish partners, we are able to offer a full range of
high quality wines for the high end market. We are specialized
in wine from Burgundy and Bordeaux
• We are able to keep lower prices than our Norwegian
competitors, because we keep our stock in Denmark and bring
in bottles from the warehouse only when they have been
ordered
• These wines are sold to the Horeca market as well as to private
individuals through private tastings
..Brand Building..
• It is, of course, possible for the Principals to order a
special marketing event promoting key brands. In
this case Grapevine will outsource the event to
marketing and sales experts who have long
experience in product placing and who can
guarantee that the “right” people will be at the event.
Their bill will be forwarded directly to the Principal
so that full control of costs can be kept at all times
• Grapevine’s policy is one of full openness with our
Principals. The Brand owner should know what the
importer’s commission is and how he is spending
the marketing funds which have been allocated
..Employee Background..
– Lars Heskjær General Manager, Owner.
–
–
–
–
–
Sommelier
Experience while working for Domaine Ostertag in Alsace
Marketing Manager at Moestue Grape Selctions AS
Marketing Manager of VinCompagniet AS
Marketing and Sales manager of VINO AS
– Nils H. Houge, Chairman of the board, Owner.
– Ecole Hoteliere de Lausanne - Bachelors of Hotel
Management
– London Business School - MBA
– 10 Year experience as Restaurant and Hotel Manager
– General Manager of VinCompagniet AS
– General Manager of VINO AS
..Grapevine sales Volumes..
• Volume target year zero 2004:
165,000 Units
..Achieved..
• Volume target year one 2005:600,000 Units
• Volume target year two 2006:
1,200,000 Units
• Volume target year three 2007:
1,800,000 Units
..Is size important ?..
• Since the products presented are always tested in blind tests
there is no difference between a large and a small importer
when the Vinmonopolet chooses the winning brand
• The Vinmonopolet is only concerned with the products and the
sales which is done through their shops and which follow their
market plan
• The logistics is the same for a large and a small importer since
everyone is treated on an equal basis by VECTURA, CUVECO
and VSD. Costs are calculated pr. product, not pr. company
• A smaller company has fewer overhead costs, is more flexible
and will be more dedicated to each of its Principals
• Since all logistics from your plant to the Vinmonopolet shops is
handled by the same logistics agents, there is no difference in
the delivery, service or handling costs for a small company
..Why choose Grapevine..
• Better earnings for the Principals / The most advantageous in
the market
• Few brands in the portfolio gives better focus on your products
• Better sales than competitors through narrower and more
concentrated focus
• No political portfolio concerns encountered in larger structures
• We aim to work right by pinpointing the area of concentration,
not by scattering our resources over a wide area
• Available and dedicated employees who love working with wine
and spirits
• Flexibility