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1、CHILEAN WINE IN THE US MARKETBob Paulinski, MW Category Manager/Senior Buyer Wine/Spirits/Beer Sams Club US/Wal-MartWal-Mart OverviewlWM Fiscal Year 2007, $345 billion in total revenuelWorlds largest corporation, over-taking Exxon/MobillOver 1.5 million employees worldwidel$1.85 billion global wine
2、saleslSams Club Fiscal Year 2007, $43 billion in total revenuel585 overall club outletsl440 wine licensed outletsSams Club Business ModellMembership business established in 1982lIn excess of 50 million US memberslAverage shop cycle of 30 dayslLimited sku, multi category merchandiselMinimal fixture s
3、hopping environmentlItem versus selection driven businesslMinimal margin/volume drivenSams Club Wine SpecificlAverage market basket non wine $81, w/wine $121lAverage 150 wine skus per buildinglBusiness is split into 45 sub-categories lPrice points range from $5 to $150lAverage price point $14.60lRot
4、ation of active, seasonal, one time buyslMargin mix used to attain profit planlReplenishment based on status and rate of salelPrime markets TX, FL, MO, IL, NJ, MN, MISuccess Factors, Launching a New Brand in the USlUnderstand the Three Tier System legal, pricing issueslUnderstand that the US is not
5、a single homogenous marketlEstablish a target market on/off trade, specialty/big boxlKnow your competitionlUnderstand the value for money ratiolUnderstand the motivating factors at the distributor/retailer/restaurant levellPush versus pull positioninglDrive awarenessadvertising, trade shows, podcast
6、s, blogsBuyers Perspective Sams ClublUnderstand the Sams business modellValue/quality ratiolPrice point/price stabilitylMargin/competitive issueslPackaging/namelPlace of originlMedia coverage/scores/accoladeslPromotion/supportlMarketplace perceptionlPrivate label option/fastest growing segment at Sa
7、msCHILEAN WINES SALES THROUGH SAMS CLUB USlPast 12 months (8/1/06 to 7/31/07) $21Ml12 month trend without additional Chilean skus $26.25Ml12 month trend with planned additional Chilean skus $41.7MlLargest Chilean growth sub-categories opportunities: Cabernet Sauvignon (all price points), Chardonnay
8、(all price points), Sauvignon Blanc +$10, Shiraz/Syrah +$10, Pinot Noir +$10CHILEAN COMPETITIVE ADVANTAGES IN THE USlNatural link to Chilean foodslGeneral positive impression of ChilelIncreasing green movementlIncreasing emphasis on qualitylIncreasingly competitive across all price pointslSignature variety in CarmenerelIncreased international investmentlChilean wine industry is much like California 20 years ago, developing appellations/sub-appellationsCONCLUSIONlDrive market awarenesslSelective business partnerslCompetitive awarenesslStay current with trendslAdd value e.g. eco friendly
