International

International

MarketingMarketing

HungaryHungary

Susan RevfySusan Revfy

Maarten HoyberghsMaarten Hoyberghs

Laurent LenaertsLaurent Lenaerts

Carl FrançoisCarl François

Str

uct

ure

Str

uct

ure

1.1.Product choise /

Product choise / mission statement

mission statement2.2.Segmentation

Segmentation3.3.PositioningPositioning4.4.SWOT

SWOT5.5.Brand identity

Brand identity6.6.Social Media

Social Media7.7.Media planning

Media planning8.8.Advertisement

Advertisement

Product

Choic

e

Product

Choic

e Typical Hungarian

Typical Hungarian productproduct High quality

High quality Good price range

Good price range Wide variety

Wide variety RankingsRankings

Product

: To

kaji

Product

: To

kaji

Asz

uA

szu

RegionRegion: Tokaj-

: Tokaj-HegyaljaHegyalja Sweet wines

Sweet wines Made from grapes

Made from grapes affected by noble rot

affected by noble rot Tokaj mentionned in

Tokaj mentionned in national anthem of

national anthem of HungaryHungary

Mis

sion

Mis

sion

Sta

tem

ent

Sta

tem

ent

Give the consumers a

Give the consumers a

cosy wine experience by

cosy wine experience by

tasting Tokaji-aszu !

tasting Tokaji-aszu !

Segm

enta

tion

Segm

enta

tion

On a regular base

On a regular base Stable jobs / retirement

Stable jobs / retirement

Payable product

Payable product Try something new

Try something new Middle class = main

Middle class = main

focusfocus Introduce in:

Introduce in: Restaurants

Restaurants Specialized stores

Specialized stores Local supermarkets

Local supermarkets

Posi

tionin

gPo

siti

onin

g Middle-class

Middle-class Upper-classUpper-class Rankings

Rankings

SW

OT-

analy

sis

SW

OT-

analy

sis Strengths

Strengths Weaknesses

Weaknesses Opportunities

Opportunities ThreathsThreaths

Bra

nd id

enti

ty

Bra

nd id

enti

ty World-famous

World-famous National anthem

National anthem Tokay

Tokay ElegantElegant Quality

Quality

Soci

al M

edia

Soci

al M

edia Website

Website TV-commercial

TV-commercial FacebookFacebook LinkedIn

LinkedIn YouTubeYouTube

Media

pla

nnin

g

Media

pla

nnin

g Beginning of

Beginning of DecemberDecember Joining with family and

Joining with family and

friendsfriends Good advertising

Good advertising

Adve

rsti

ng

Adve

rsti

ng http://www.youtube.co

m/watch?v=Nno4eu7r

FtA

It’s not a wine you

It’s not a wine you should spoil. Just enjoy

should spoil. Just enjoy

it with your friends!

it with your friends!

Thank you for

Thank you for

your attention!

your attention!

Susan RevfySusan Revfy

Maarten HoyberghsMaarten Hoyberghs

Laurent LenaertsLaurent Lenaerts

Carl FrançoisCarl François