The activity consists of conducting a study / analysis of Category Management. The aim is to analyze the category to identify opportunities for Chilean wines in the Canadian market (sales mix, competition, average price, efficiency / sku, among others). It is an activity that is proposed in the Ontario project but that will cover the three provinces (Ontario, BC and Montreal) and that aims to present opportunities, demonstrate gaps and secure new listings. This activity is key to establishing the future strategy in the monopolies, it is an opportunity to negotiate conditions, spaces and listings based on a study of the category that we will carry out as a country for the first time. The final objective is that the category is well represented and diversified. This type of negotiation can not be done by the vineyards individually.
This activity seeks to generate visibility of Chilean wines in the LCBO during a period of high purchase of products prior to the festivities (November). It is sought with this to generate a thematic promotion "not official" category in this period of high purchase. The activity includes an advertisement in the magazine Food & Drink, magazine of the monopoly, whose scope is of 566 thousand copies in more than 600 stores of the LCBO. It also includes support activities such as tastings in store, communication in social networks, among others. These activities are those that directly affect the consumer's purchasing decision. Important to note that as a generic body a better rate is achieved in the magazine, being this very attractive for the vineyards.
Activity that takes place every year, which has been very successful and that includes the participation of a consumer and a very high level of trade. It attracts the attention of the wine world in Ontario, recognized and long-awaited activity. In 2016 it had an attendance of 300 people from the trade and 330 consumers. It consists of a walk around tasting for the trade to which the consumer is then invited. It is an event that includes cultural aspects (cueca) and gastronomic (Chilean food) in order to deliver a complete experience of Chile. Other sectoral brands (olive oil, patagonian mussles, salmon, fruit, among others) will be invited to participate in this activity. Consumers have the possibility to buy products in the same activity through Sales E and M-Commerce. In a complementary way, two educational seminars are held to the press / trade and product consultants of the monopoly where some of the attributes of our positioning are presented as a theme. Likewise, a presentation is made to the agents where they are informed about the strategy of Wines of Chile in the market and about the activities that remain in the year and the activities of the following year. Very important because this is aligned to this segment that often contribute to the decision of participation of the vineyards in the activities.
The activity is about training and delivering contents and knowledge of Wines of Chile and involves the realization of 4 dinners for the sales force of the SAQ, in key markets. This activity is fundamental to educate regarding the attributes and aspects of differentiation of the offer. These executives are the ones who will later stimulate the sale in monopoly stores. This activity is focused on the premiunization of the category towards wines on CAN $ 15 as well as updating the knowledge of the buyers towards the category. It is expected to be able to train between 180-200 wine consultants / employees, to present 10 wines per dinner. The activity will be measured according to the number of employees trained, the results of a survey of buyers at the end of the activity and the analysis of Chilean sales.
The activity seeks to deliver content and knowledge, involves working with the on trade and educating 50 sommelier / restaurant buyers in Quebec and Montreal. This seeks to stimulate demand in this segment and increase the market share of Chile, which is in line with the objective of premiunization of the category. Chile is still under-represented in this segment, only 6% of its sales are made through the channel. It is a channel that contributes to improving the image and transmitting the premium message. Through a partnership with Foundation Exquis School, there will be two trainings of 3 hours each of 10 to 15 wines dedicated to buyers / sommeliers.
The program consists of working with Co-op or some other independent retail chain to create a promotion in their stores. Important to note that the Alberta area there are no monopolies and therefore the vineyards ask us to develop this type of programs because it is the alternative way they have to enter the market. Complementary to the promotion itself will be an educational seminar for its sales force and 3 tastings in store, activities that have a direct impact on the decision to purchase from consumers. It is expected to deliver around 800 samples during the promotion period. The activity includes the participation of 15 to 20 vineyards. The success of the activity will be measured through sales and the amount of training that is done.
This activity involves working with the BCLDB monopoly in a promotion program at its 3 Signature stores, to increase sales and grow the category of premium wines (wines with a retail price greater than CAN $ 18). The program achieves a second promotion in the year for the vineyards and encourages a greater awareness of fine Chilean wines during 2018. It is aimed at the consumer, making our wines known and being able to taste them, it will be supported with tastings in stores (2 events at consumer), notices and training to the sales force. It is an activity that works with the Chilean buyer of the monopoly, Stephen Schiedel, and that is a product of the excellent relationship that has been built with the monopoly. It is a tool that the monopoly offers to the categories so that they are developed in the market, being very positive the fact that it offers Chile 2 opportunities in the same year.
This activity will develop and meet a growing need in the market to know and understand more about Chilean wines. The content of the course is inspired by what was successfully done in China but adapted to the Canadian market. The aim is to develop true ambassadors of our country, which will influence their peers and areas of activity. The activity involves training 50-80 buyers / sommeliers in the Toronto region. The program consists of 3-hour classes dedicated to sommelier and influencers of the trade. The program will be adapted to the Canadian reality, through a partnership with the Independant Wine Education Guild. They are expected to participate in the LCBO buyers class, Product Consultants, Beverage Directors, Hospitality Managers, etc .; being this one led by a journalist or wine educator from Chile. The success of the activity will be measured by the number of executives trained.
Activity already appropriate for Wines of Chile, which we have done for 2 years and consists of a Mini-Thematic for Chilean wines, in a period of high sale of wine (Mother's Day) and where you can achieve an emotional connection with the consumer creating in this way an engagement and a long-term link with this one. The aim is to increase sales and grow the category in the Premium segment (over US $ 15) and support the Monopoly in its events of the year (LTO, Bam, Tastings). This type of activities is very well seen by monopolies, since they see it as a commitment of the category towards the market. Involves the realization of the following sub-activities: -displays in more than 150 stores, -Insert of Wines of Chile in monopoly magazine publicizing the promotion. -Training to 15-20 staff members. -Program of Shopper Marketing: realization of 175 to 200 tasting in store. -Contest between consumers to win a trip to Chile.
Wines of Chile due to the success it had again will make a partnership with Top Drop Vancouver to participate as a category in the festival. Top Drop Vancouver is the best and only event, with a focus on consumers and trade, which brings together companies from around the world related to wine, beer, citron, gastronomy and another for two days. It is an event that focuses on terroir wines, artisanal, and that is interested in the history and people behind these processes. It is a festival that has been gaining strength in the market, which has a more premium focus and that allows us to reach a more sophisticated segment (trade and consumer), from the niche that seeks a more traditional product, sustainable and with viticultural production processes. quality. Wines of Chile participates with a generic stand at the fair where the wines are presented. It includes the participation of 10 vineyards and its impact will be measured through scope (it is expected to reach 300 consumers and 300 people from the trade).