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György Bucsku György Bucsku Hungary HungaryElena Ferrero GolaElena Ferrero Gola Italy ItalyViktor Kun Viktor Kun Hungary HungaryPaul Bröse GermanyPaul Bröse GermanyErik Tomcsyk HungaryErik Tomcsyk Hungary

„In vino veritas…”

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Improvement of wine export

SWOT analysis

General information

Introduction

ContentsContents

Internet Marketing

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Why we chose this topic?

The Hungarian wines are special,

best quality products with tradition!

Why? Because wWhy? Because we love wine… e love wine…

Our main goal is toOur main goal is to improve improve thethe Hungarian wineHungarian wine export. export.

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• Suitable climate and geographical conditions to viticulture

• Many variety of grape

• Tradition of the viticulture is very old

• The real Hungarian wines are high quality products

Information about Hungarian wines

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• Arany sárfehér (Izsáki sárfehér)• Budai• Csomorika • Ezerjó• Fehér Gohér• Furmint• Hárslevelű• Juhfark• Kéknyelü• Királyleányka• Kövérszölő• Kövidinka• Leányka• Pozsonyi fehér

Indigenous Hungarian grape varieties

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Grape growing in Hungary

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Wine EXPORTabroad

EU Wine EU Wine growinggrowing

Hungary

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TokajiAszú

BadacsonyKéknyelű

EgriBikavér

SomlóiJuhfark

GyörgyhegyiSzürkebarát

The best wines in Hungary

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SWOT analysis

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Strengths Weaknesses

• Fake wines are produced

• Government support of production is very small

• Wine-producers have not enough money to sponsor the advertising campaigns abroad

• Technology is not enough developed in production

• Wines are not enough known abroad

• High taxes

• Input sources are cheap

• There are acknowledged traditions in the wine growing viniculture and in the wine-trade

• Traditional wine-friend society

• High quality

• Unique climate in the Carpathian basin

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Opportunities Threats

• Imported wines

• Competitors on the foreign markets

• Deterioration of the name

• We can’t produce enough wine

• Producers of the New World rush to the front

• Break into different kinds of markets of foreign countries

• Develop the technology and volume of production

• High quality wine products should attract domestic and foreign investor

• New technology keeps production costs on a low level

• Efficient and powerful marketing work

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Who are the target customers?

Younger generation (18-30y.)Younger generation (18-30y.)

Business women Business menAge >18y.

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Using different kind of communication tools:

• TV and Radio Advertising

• Newspaper + special magazine

• Outdoor advertising

• Taste of product

How improve wine export?

• Wine fair-trade• Direct Marketing (Wine Agents)• Internet Marketing: Homepage, Google campaign, banners, popes, direct mail etc.

Web banner examples

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InternetMarketing

DirectMarketing

Communication

Tools

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Example for outdoor advertising

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Message:

“Everyone loves Hungarian wines,

but they don’t know about it!”

Communication activities abroad

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“The wine can stop the time.” (image, health, emotion)

Message:

Communication activities abroad

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“Every moment is the moment

of the Hungarian wine!”

Message:

Communication activities abroad

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“Hungarian wines can be found for every occasion!”

Message:

Communication activities abroad

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Image of Hungarian county is represented

by WINE

IMAGE

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Is the product of Hungarian national economy

When you think about Hungary

You must think about Hungarian WINE

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Wine for every occasion

Hungarian wine

Hungary is closed into the bottle

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Supported topics

Wine is the mostgenerous drink

Wine andgastronomy

Health and lifestyle

Wine and age

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• Growing the acknowledgement of Hungarian wines

• Supports the sale of wines

• Contribution to national economy

(make workplace regionally, tourism etc.)

Effect of the communication tools

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If the communication tools are good

Then costumers buy this product

Believe this brand

Profit! :-)

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Government

Common:

budget &

Marketing strategy &

brand

„Wine of Hungary”

TV, Radio, Street Ad’s, Direct Marketing, Internet Marketing etc.

Marketing Campaigns in abroad

Webpage about the all Hungarian wines

To have success abroad the government must support the wine companies through a webpage, because most of them have a very small budget for marketing.

In the webpage you can find all information about Hungarian wines accord

Internet presence - Webpage

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Our conception about the webpage

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Consumers

Wine distributors Logistic

companies

Government

Wine producers

Central contactpoint

Current situation

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Internet Marketing

Developing an official internet presence for Hungarian wine brands:

Goals: - build a central contact point for foreign companies and customers - improve customer loyalty

- building new business partnerships - improve image of Hungarian wine - build the biggest database of all Hungarian wine brands ->connection with tourism services

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– Membership (free)– Rewards “passports”– Discounts at Hungarian accommodations & restaurants– WebShop– Special gifts (test bottles) – Souvenirs– Membership in an exclusive wine club– Invitations to special guests at events

– Increased wine sales– Educate visitors & foster brand loyalty– Attract new market segments– Higher profits from winery sales– Improved links with the wine trade– New partnerships– Test new products

B2B B2C

Benefits ofInternet Marketing

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Internet presence for customers

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Log In Member Companies WebShop Wine forum

Wine testingOrder your wine test bottleWine description Testing events

Cooking ReceiptsThe homepage shows you the well-fitting wine foryour meal !!! Or best cooking receipts for you wine!!!

WebShop Hungarian wine Limited editions & gifts Souvenirs Events & Hotel booking

Toolbar General information Wine information Wine news & events Special offers Contact & links

DatabaseHungarian wine Companies & distributorsPayment & logistic

Special features

You don’t forget it:

Thank you very much for listening!

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