Organisation of a Marketing Programme for German Wine in China (Tender phase)

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 PR China. In order to gain a market presence of German wines in China 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 Chinese market. - Creation and maintenance of a network of important and relevant contacts and multipliers in PR China in order to perform these responsibilities. c) Public Relations - Continuous monitoring of the Chinese 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 - Creation and distribution of information publications - Invitation of journalist and trade delegations to Germany. Provide background information, book travel and implement a questionnaire after travel 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 Chinese 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 at multi-national information trips to the German wine-growing regions e) Statistics/Market Research/Marketing Strategy for PR China - Development of an appropriate marketing strategy for the generic marketing of the Wines of Germany office in PR China 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 - Production and 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) g) Website maintenance - The existing website available under www.winesofgermany.com.cn shall be maintained, regularly updated, further developed and hosted. In addition it shall be linked to all other social media channels in connection with the campaign. It shall contain all events and press releases as well as information on German wines in PR China, e.g. list of importers. Furthermore, it shall contain an easy-to-access event calendar that features events by third-party providers exclusively on German wines. A database of where German wines can be purchased in PR China shall also be added. - All content management shall be provided by the bidder. He shall also host the required server. The existing website is currently hosted by an agency on a local server in China. This agency is contractually obliged to provide all information (including login and password) and transfer all conceivable legal positions to a new service provider to access and take full ownership and control of the Domains, Websites, Social Media Assets and Content, that were maintained for the DWI. The existing website is based on an Open Source Typo3 Content Management System (CMS) and is to be continued by the Service Provider using this CMS. The regular content creation as well as the content adaption and maintenance of the website about German wines are mandatory. 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 www.winesofgermany.com.cn content is checked daily for relevance of data and updated at least weekly. h) Internet and Social Media - Content creation and maintenance of all relevant social media networks (e.g. wechat, weibo, tiktok, etc.). Social media channels must be updated at least twice a week with unique content containing added value. 2. 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 Chinese market. a) Media Relations/Trips to Germany b) Special Press Conferences in Relation to Current Events c) Other Marketing Activities d) Events/Fairs/Presentations 3. Other administrative activities