CHILEAN WINE INThe US MARKET 智利葡萄酒在美国.ppt

CHILEAN WINE IN THE US MARKET Bob Paulinski, MW Category Manager/Senior Buyer Wine/Spirits/Beer Sam’s Club US/Wal-Mart Wal-Mart Overview WM Fiscal Year 2007, $345 billion in total revenue World’s largest corporation, over-taking Exxon/Mobil Over 1.5 million employees worldwide $1.85 billion global wine sales Sam’s Club Fiscal Year 2007, $43 billion in total revenue 585 overall club outlets 440 wine licensed outlets Sam’s Club Business Model Membership business established in 1982 In excess of 50 million US members Average shop cycle of 30 days Limited sku, multi category merchandise Minimal fixture shopping environment Item versus selection driven business Minimal margin/volume driven Sam’s Club – Wine Specific Average market basket – non wine $81, w/wine $121 Average – 150 wine skus per building Business is split into 45 sub-categories Price points range from $5 to $150 Average price point $14.60 Rotation of active, seasonal, one time buys Margin mix used to attain profit plan Replenishment based on status and rate of sale Prime markets – TX, FL, MO, IL, NJ, MN, MI Success Factors, Launching a New Brand in the US Understand the Three Tier System – legal, pricing issues Understand that the US is not a single homogenous market Establish a target market – on/off trade, specialty/big box Know your competition Understand the value for money ratio Understand the motivating factors at the distributor/retailer/restaurant level Push versus pull positioning Drive awareness–advertising, trade shows, podcasts, blogs Buyer’s Perspective – Sam’s Club Understand the Sam’s business model Value/quality ratio Price point/price stability Margin/competitive issues Packaging/name Place of origin Media coverage/scores/accolades Promotion/support Marketplace perception Private label option/fastest growing segment at Sam’s CHILEAN WINES SALES THROUGH SAM’S CLUB US Past 12 months (8/1/06 to 7/31/07) $21M 12 month trend without additional Chilean skus $26.25M 12 month trend with planne