Organisation of a Marketing Programme for German Wine in Finland

Description

The international activities of the DWI to promote the sale of quality wines from the 13 German wine-growing regions are focused on the most important consumer markets in Europe and overseas, including Finland. In order to gain a market presence of German wines in Finland for the years 2023-2028, the strategy includes raising the interest of consumers for German wines and increasing or consolidating sales of German wine products in this country. To establish this market presence a Service Provider shall exercise consistent marketing and public relations work through multi-channel activities and provide information on German wines, German wine and sparkling wine producers and related topics relevant to the market. Lot 1: 1. General Basic Services a) Service Conditions - The Service Provider shall ensure an appropriate infrastructure for the completion of his contractual obligations. This consists of offices fully equipped with all the common means and channels of modern communication. These include IT equipment, e-mail, internet, telephones, etc. The normal business and availability hours shall be made public and adhered to by the Service Provider. b) General Information Service and Correspondence - Particularly regarding exporters, importers, specialist retailers, catering trade, media and consumers. - Consulting service for German wine and sparkling wine producers for entering or already working on the Finnish market. - Creation and maintenance of a network of important and relevant contacts and multipliers in Finland in order to perform these responsibilities. c) Public Relations - Continuous monitoring of the Finnish media landscape - Expert point of contact for media representatives - Monthly summary of current media clippings (TV, print and internet) - Reports on the current situation and changes in politics and the wine sector - Creation and distribution of press releases (about 6 per year) - Selection and invitations of potential participants in multinational media trips to the German wine-growing regions, including background information, booking of travel arrangements to and from Germany and feedback after the trips. There will be approximately three media trips to Germany each year. For each of these trips, a Finnish journalist has to be recruited. Travel costs shall be billed separately. d) Retail trade/Catering Trade/Importers/Wine Market - Identifying market potentials, concrete needs and opportunities for cooperation for German wine and sparkling wine producers - Continuous compilation and updating of lists of Finnish wine dealers, importers, distributors, supermarkets, top hotels and selected restaurants (including contact person for wine procurement) - Adaptation of existing promotional material - Distribution and shipment of promotional materials - Selection and invitations of potential participants in multinational trade trips (sommeliers, importers...) to the German wine-growing regions, including background information, booking of travel arrangements to and from Germany and feedback after the trips. There will be approximately three trade trips to Germany each year. For each of these trips, a Finnish trade guest has to be recruited. Travel costs shall be billed separately. e) Statistics/Market Research/Marketing Strategy for Finland - Development of an appropriate marketing strategy for the generic marketing of the Wines of Germany office in Finland corresponding to the market situation and in line with the general strategy of DWI - Transmission of statistics/market research - Continuous transmission of statistics in relation to the use of social media (number of followers, etc.) - Monthly report on activities" progress and media evaluation. f) Other Services - Cellarage of wines - Storage of POS material - Attendance of an annual meeting of all Wines of Germany offices in Germany by the team leader/Head of Campaign (about 4 days) 2. Internet and Social Media Basic Services g) Website maintenance - The website which must be maintained will be available under a domain owned by the german wine institute (see Sec. 2.2. Adaptation of a website). This website shall be maintained, regularly updated (about 1-2 times per month), and further developed. It shall be the central point of contact and information and shall be linked to all other social media channels in connection with the campaign. It will be mandatory for the bidder to work within the CMS of the DWI. - In the future, all content shall be created and/ or adapted by the bidder. In the case that new templates are needed the bidder shall ensure that the created content by the bidder or any third party is in line with the CI and CD of the DWI. This refers to any possible technical implementation of suitable templates, extensions, plugins, etc. including new content. The bidder shall ensure that the content is up to date. h) Internet and Social Media - Content creation and maintenance of all relevant social media networks (e.g. Instagram, Facebook, video channels, etc.). Social media channels must be updated weekly with content containing added value. 3. Adaptation of a website - One of the service provider's central tasks will be to adapt an existing website so as to meet the needs of the Finnish market. Based on the open-source content management system (CMS) "Typo3", the DWI will provide a website template in English. A sample of the website that has to be adapted can be found at www.germanwines.de. 4. Additional Services Upon separate request by the DWI, the Service Provider shall also perform the following tasks as additional services. These additional services will be put forward based on the DWI's general strategy and may vary from year to year depending on budgets defined for the Finnish market. a) Media Relations/Trips to Germany b) Special Press Conferences in Relation to Current Events c) Other Marketing Activities - The Service Provider shall carry out further marketing activities determined by the DWI in order to increase interest in and sales of German wines. The Service Provider shall also carry out generic promotion activities (for example Regulation (EU) No 1144/2014 of 22.10.14.) upon consultation with the DWI, which may be co-financed by the European Union and/or other national structural funding. Those generic promotion programmes may include marketing activities for other eligible agricultural products, which then will also be marketed by the Service Provider within the scope of these promotional programmes. d) Events/Fairs/Presentations